marketingi

1. mmaarrkkeettiinnggiiss ❘ safuZvlebi
mmeeSSvviiddee ggaammoocceemmaa
Marketing ❘ An Introduction
7/e
ggaarrii aarrmmssttrroonnggii Gary Armstrong
CrdiloeT karolinis universiteti University of North Carolina
ffiilliipp kkoottlleerrii Philip Kotler
Crdilo-dasavleTis universiteti Northwestern University
Upper Saddle River, New Jersey 07458

2. Library of Congress Cataloging-in-Publication Data
Armstrong, Gary.
Marketing : an introduction / Gary Armstrong, Philip Kotler.--7th ed.
p. cm.
Kotler’s name appears first on the earlier ed.
Includes bibliographical references and indexes.
ISBN 0-13-142410-6
1. Marketing. I. Kotler, Philip. II. Title.
HF5415.K625 2004
658.8--dc22
2003060906
Acquisitions Editor: Katie Stevens
VP/Editorial Director: Jeff Shelstad
Editorial Assistant: Rebecca Cummings
Assistant Editor: Melissa Pellerano
AVP/Executive Marketing Manager: Michelle O’Brien
Marketing Assistant: Amanda Fisher
Senior Managing Editor (Production): Judy Leale
Production Editor: Cindy Durand
Production Assistant: Joe DeProspero
Manufacturing Buyer: Diane Peirano
Design Manager: Maria Lange
Designer: Jill Little
Cover Illustration/Photo: N. Gleis/Raw Talent Photo
Image Manager: Keri Jean Miksza
Photo Researcher: Sheila Norman
Image Permission Coordinator: Charles Morris
Manager, Print Production: Christy Mahon
Composition/Full-Service Project Management: Lynn Steines, Carlisle Communications
Printer/Binder: Courier/Kendallville
Credits and acknowledgments borrowed from other sources and reproduced,with permission,
in this textbook appear on the appropriate page within text; photo credits appear on page CR1.
Copyright ©2005, 2003, 2000, 1997, 1993 by Pearson Education, Inc., Upper Saddle River, New Jersey 07458.
Prentice-Hall. All rights reserved. Printed in the United States of America. This publication is protected by Copyright and
permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or
transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information
regarding permission(s), write to: Rights and Permissions Department.
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10 9 8 7 6 5 4 3 2 1
ISBN 0-13-142410-6

3. eZRvnebaT qeTis, betis, mendis, mats, k.s., kerisa da delanis;
nensis, emis, melisasa da jesikas

4. Authorized translation from the English language edition, entitled MARKETING: AN INTORDUCTION, 7th Edition,
ISBN 0131424106, by ARMSTRONG, GARY and KOTLER, PHILIP, published by Pearson Education, Inc, publishing
as Prentice Hall, Copyright © 2005
All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or
mechanical, including photocopying, recording or by any information storage retrieval system, without permission from
Pearson Education, Inc. GEORGIAN language edition published by the GEORGIAN ASSOCIATION OF MARKETING,
copyright © 2006
gari armstrongisa da filip kotleris `marketingis safuZvlebi~ (me-7 gamocema) avtor-
izebuli Targmani inglisurenovani gamocemidan. ISBN 0131424106. gamomcemloba Pearson Education,
Inc, dabeWdilia Prentice Hall-Si, saavtoro uflebebi, © 2005
yvela ufleba daculia. am wignis arcerTi nawili ar SeiZleba reproduqcirebuli an
Targmnili iqnas aranairi formiT da saSualebiT - eleq-tronuli an meqanikuri, fotokopire-
bis, Camweri an informaciis damaxsovrebisa da aRdgenis sistemiT, gamomcemloba Pearson
Education,Inc-is Tanxmobis gareSe. qarTulenovani gamocema gamoica saqarTvelos marketingis
asociaciis mier, saavtoro uflebebi © 2006

5. v
avtorebis Sesaxeb
gari armstrongisa da filip kotleris unarCvevebi marketingis saxelmZRva-
nelos dawerisaTvis saWiro ostatobis unikalur nazavs warmoadgens. pro-
fesori armstrongi aris mravali jildos mqone, biznes fakultetis peda-
gogi. profesori kotleri ki, msoflio marketingis erT-erTi wamyvani
specialistia. gaerTianebuli ZalebiT, isini marketingis kompleqsur sam-
yaros ufro praqtikuls, xelmisawvdomsa da saxalisos xdian.
ggaarrii aarrmmssttrroonnggii _ krist. v. blekvelis jildos mflobeli profesori
CrdiloeT karolinis universitetis kenan-flagleris biznes skolaSi. man
miiRo bakalavrisa da magistris xarisxebi detroitis veinis saxelmwifo
universitetSi, xolo filosofiis doqtoris xarisxi marketingSi _
norTvesternis universitetSi. doqtor armstrongs gamoqveynebuli aqvs
mravali statia wamyvan biznes-JurnalebSi. rogorc konsultanti da mkvle-
vari, igi bevr kompaniasTan muSaobda marketinguli kvlevis, gayidvebis
marTvisa da marketinguli strategiis sakiTxebze. magram profesor arm-
strongs yvelaze metad swavleba itacebs. misi blekvelis saxelganTqmuli
profesoris tituli aris erTaderTi jildo, romelic gaicema gamorCeuli
swavlebisTvis Crdilo karolinis universitetSi. igi sakmaod aqtiurad
aris Cabmuli swavlebasa da administraciul saqmianobaSi. kenan-flagleris
skolaSi misi administraciuli Tanamdebobebis CamonaTvali moicavs mar-
ketingis kaTedris gamgis, biznes programebis direqtoris moadgilis, biznes
jildoebis programis direqtorisa da sxva Tanamdebobebs. igi mWidrod
muSaobs studentebTan. igi aris erTaderTi pirovneba, romelsac samjer aqvs
miRebuli skolis gansakuTrebuli jildo studentebis warCinebulad
swavlebisTvis. 2004 wels,profesorma armstrongma miiRo CrdiloeT karoli-
nis universitetis mmarTvelTa sabWos jildo swavlebaSi Setanili
wvlilisaTvis - Capel hilSi Crdilo karolinis universitetis mier
miniWebuli swavlebis umaRlesi jildo.
ffiilliipp kkoottlleerrii _ Crdilo-dasavleTi universitetis, kelogis samagistro
menejmentis skolis, S.C. Johnson&Son-is jildos mflobeli saerTaSoriso
marketingis gamorCeuli profesori. magistris xarisxi miRebuli aqvs
Cikagos univer-sitetSi, xolo filosofiis doqtoris xarisxi _ masaCusetis
teqnologiur institutSi (M.I.T.) (orive ekonomikis sferoSi). doq. kotleri
avtoria wignisa `marketingis menejmenti: analizi,dagegmva,ganxorcieleba da
kontroli~ (prentis holi), romelic ukve meTerTmeted gamoica da romelic
yvelaze metad gamoiyeneba biznesis samagistro programebSi. igi ramodenime
warmatebuli wignis avtoria da gamoqveynebuli aqvs 100-mde statia wamyvan
biznes JurnalebSi. Journal of Marketing-Si wlis saukeTeso statiisaTvis igi aris
sanatreli "Alpha Kappa Psi"-is jildos samgzis mflobeli. doq. kotleris
damsaxurebaze metyvelebs amerikis marketingis asociaciis mier miniWebuli
Paul D. Converse-is jildo `marketingul mecnierebaSi Setanili gamorCeuli
RvawlisaTvis~, aseve mas, rogorc wlis saukeTeso marketologs, miRebuli
aqvs Stuart Henderson Britt-is jildo. igi aris ori umTavresi nominaciis
pirveli gamarjvebuli: wlis saxelganTqmuli marketingis pedagogi,
romelic dawesebulia amerikis marketingis asociaciis mier da `filip kot-
leris~ jildos jandacvis marketingSi, warmodgenili jandacvis momsaxure-
bis marketingis akademiis mier. mas agreTve miRebuli aqvs Carlz kulij par-
linis jildo, romelic yovelwliurad ajildoebs marketingis sferos
warCinebul liderebs. 1995 wels, gayidvebisa da marketingis saerTaSoriso
organizaciisgan miiRo wlis saukeTeso pedagogis wodeba. doq. kotleri iyo
marTvis mecnierebaTa institutis (TIMS) marketinguli kolejis Tavjdomare
da amerikis marketingis asociaciis direqtori. mas miRebuli aqvs doqtoris
sapatio wodeba ciuruxis DePaul-isa da aTenis ekonomikisa da biznesis uni-
veristetebidan. igi konsultaciebs utarebda mraval aSS-sa da ucxour kom-
paniebs marketinguli strategiis sakiTxebSi.

7. vii
SSeemmookklleebbuullii SSiinnaaaarrssii
nnaawwiillii ppiirrvveellii | mmaarrkkeettiinnggiissaa ddaa mmaarrkkeettiinngguullii pprroocceessiiss ggaannssaazzRRvvrraa 22
1 mmaarrkkeettiinnggii:: mmyyiiddvveelleebbTTaann mmoommggeebbiiaannii uurrTTiieerrTToobbeebbiiss mmaarrTTvvaa 3
2 kkoommppaanniiaa ddaa mmaarrkkeettiinngguullii ssttrraatteeggiiaa:: ppaarrttnniioorroobbaa mmyyiiddvveellTTaann
uurrTTiieerrTToobbiiss aaggeebbiissTTvviiss 39
nnaawwiillii mmeeoorree | ssaabbaazzrroo ssiivvrrcciissaa ddaa mmoommxxmmaarreebblliiss ggaaggeebbaa 6666
3 mmaarrkkeettiinngguullii ggaarreemmoo 67
4 mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss mmaarrTTvvaa 107
5 mmoommxxmmaarreebblliissaa ddaa oorrggaanniizzaacciiuullii mmyyiiddvveelliiss qqcceevvaa 141
nnaawwiillii mmeessaammee | mmyyiiddvveellzzee oorriieennttiirreebbuullii mmaarrkkeettiinngguullii ssttrraatteeggiiiissaa
ddaa mmaarrkkeettiinngguullii kkoommpplleeqqssiiss SSeemmuuSSaavveebbaa 118822
6 sseeggmmeennttaacciiaa,, mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevvaa ddaa ppoozziicciioonniirreebbaa:: zzuussttaadd
SSeerrCCeeuull mmyyiiddvveellTTaann sswwoorrii uurrTTiieerrTToobbiiss aaggeebbaa 183
7 pprroodduuqqttii,, mmoommssaaxxuurreebbaa ddaa bbrreennddiinnggiiss ssttrraatteeggiiaa 221
8 aaxxaallii pprroodduuqqttiiss ggaannvviiTTaarreebbaa ddaa pprroodduuqqttiiss ssaassiiccooccxxlloo cciikklliiss
ssttrraatteeggiieebbii 261
9 ffaasswwaarrmmooqqmmnniiss ggaannssaazzRRvvrreebbeebbii ddaa ssttrraatteeggiieebbii 291
10 ssaaddiissttrriibbuucciioo aarrxxiissaa ddaa mmoommaarraaggeebbiiss jjaaWWvviiss mmaarrTTvvaa 331
11 ssaaccaalloo ddaa ssaabbiiTTuummoo vvaaWWrroobbaa 365
12 iinntteeggrriirreebbuullii mmaarrkkeettiinngguullii kkoommuunniikkaacciiaa:: rreekkllaammaa,, ggaayyiiddvviiss
ssttiimmuulliirreebbaa ddaa ssaazzooggaaddooeebbrriivvii uurrTTiieerrTToobbeebbii 397
13 iinntteeggrriirreebbuullii mmaarrkkeettiinngguullii kkoommuunniikkaacciiaa:: ppeerrssoonnaalluurrii ggaayyiiddvvaa ddaa
ppiirrddaappiirrii mmaarrkkeettiinnggii 439
nnaawwiillii mmeeooTTxxee | mmaarrkkeettiinnggiiss ddaammaatteebbiiTTii ssaakkiiTTxxeebbii 478
14 mmaarrkkeettiinnggii cciiffrruull xxaannaaSSii 479
15 gglloobbaalluurrii bbaazzaarrii 515
16 mmaarrkkeettiinnggii ddaa ssaazzooggaaddooeebbaa:: ssoocciiaalluurrii ppaassuuxxiissmmggeebblloobbaa ddaa
mmaarrkkeettiinngguullii eeTTiikkaa 547
ddaannaarrTTii 11 uuccxxoouurrii bbiizznneessssiittuuaacciieebbii uubb11
ddaannaarrTTii 22 mmaarrkkeettiinngguullii ggeeggmmaa mmgg11
ddaannaarrTTii 33 mmaarrkkeettiinngguullii aarriiTTmmeettiikkaa mmaa11
ddaannaarrTTii 44 kkaarriieerraa mmaarrkkeettiinnggSSii kkmm11
ggaammooyyeenneebbuullii tteerrmmiinnoollooggiiaa ggtt11
sskkoolliioo ss11

9. ix
SSiinnaaaarrssii
nnaawwiillii ppiirrvveellii | mmaarrkkeettiinnggiissaa ddaa mmaarrkkeettiinngguullii pprroocceessiiss ggaannssaazzRRvvrraa 22
1 mmaarrkkeettiinnggii:: mmyyiiddvveelleebbTTaann mmoommggeebbiiaannii uurrTTiieerrTToobbiiss mmaarrTTvvaa 33
rraa aarriiss mmaarrkkeettiinnggii?? 55
marketingis gansazRvreba 6 • marketinguli procesi 6
bbaazzrriissaa ddaa mmoommxxmmaarreebbeellTTaa mmooTTxxoovvnneebbiiss ggaannssaazzRRvvrraa 77
moTxovnileba, survili da moTxovna 7 • marketinguli SeTavazebebi _ pro-
duqti, momsaxureba da gamocdileba 7 • faseuloba da kmayofileba 8 •
gacvla, garigeba da urTierTobebi 8
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 11..11——NASCAR: mmyyiiddvveellTTaa ggaammooccddiilleebbeebbiiss
CCaammooyyaalliibbeebbaa 99
bazari 10
mmyyiiddvveellzzee oorriieennttiirreebbuullii mmaarrkkeettiinngguullii ssttrraatteeggiiiiss SSeeqqmmnnaa 1111
myidvelTa SerCeva 11 • faseulobaTa ganacxadi 12
mmaarrkkeettiinnggiiss mmaarrTTvviiss mmiimmaarrTTuulleebbeebbii 1122
mmaarrkkeettiinngguullii ggeeggmmiissaa ddaa pprrooggrraammiiss mmoommzzaaddeebbaa 1155
mmyyiiddvveellTTaann uurrTTiieerrTToobbeebbiiss CCaammooyyaalliibbeebbaa 1166
myidvelTan urTierTobis marTva 16
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 11..22—mmyyiiddvveellTTaann uurrTTiieerrTToobbeebbii:: mmyyiiddvveellTTaa
aaRRffrrTToovvaanneebbaa 1188
myidvelebTan urTierTobis cvalebadi buneba 20 • partniorebTan
urTierTobis marketingi 22
mmyyiiddvveelliissaaggaann ffaasseeuulloobbiiss mmiiRReebbaa 2233
myidvelTa erTgulebis Camoyalibeba da SenarCuneba 23 • myidvelis danaxar-
jebis wilis zrda 24 • Bmyidvelis kapitalis Seqmna 24
aaxxaallii mmaarrkkeettiinngguullii ppeeiizzaaJJii 2266
axali cifruli epoqa 26 • swrafi globalizacia 27 • eTikuri da socialuri
pasuxismgeblobisken mowodeba 27
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 11..33——gglloobbaalluurrii MTV:: mmuussiikkaa -- uunniivveerrssaalluurrii eennaaaa 2299
arakomerciuli marketingis zrda 31 • marketinguli urTierTobebis axali
samyaro 32
mmaaSS aassee __ rraa aarriiss mmaarrkkeettiinnggii?? 3333
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
2 kkoommppaanniiaa ddaa mmaarrkkeettiinngguullii ssttrraatteeggiiaa:: ppaarrttnniioorroobbaa
mmyyiiddvveellTTaann uurrTTiieerrTToobbiiss aaggeebbiissTTvviiss 3399
mmTTeellii kkoommppaanniiiiss ssttrraatteeggiiuullii ggeeggmmaa:: mmaarrkkeettiinnggiiss rroolliiss ggaannssaazzRRvvrraa 4411
bazarze orientirebuli misiis gansazRvreba 42 • kompaniis miznebisa da amo-
canebis dasaxva 43 • biznes-portfelis Sedgena 44
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 22..11——Starbucks--iiss yyaavvaa:: aaddggiillii,, ssaaddaacc mmaarrTTllaacc
rroomm yyvveellaaffeerrii ccooccxxllddeebbaa 4477
strategiuli dagegmva da mcire biznesi 49

10. mmaarrkkeettiinnggiiss ddaaggeeggmmvvaa:: ppaarrttnniioorroobbaa mmyyiiddvveellTTaann uurrTTiieerrTToobbiiss aaggeebbiiss
mmiizznniiTT 5500
kompaniis sxva departamentebTan partnioroba 50 • Psxva kompaniebTan part-
nioroba marketingul sistemaSi 52
mmaarrkkeettiinngguullii ssttrraatteeggiiaa ddaa mmaarrkkeettiinngguullii kkoommpplleeqqssii 5533
myidvelze orientirebuli marketinguli strategia 53
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 22..22——nniiSSiiss SSeeqqmmnnaa:: CCvveennii bbeewwvviiaannii ddaa ffrrTToossaannii
mmeeggoobbrreebbiiss jjaannmmrrTTeelloobbiiss ddaazzRRvveevvaa 5555
marketinguli kompleqsis ganviTareba 57
mmaarrkkeettiinngguullii mmccddeelloobbeebbiiss ggaannkkaarrggvvaa 5588
marketinguli analizi 59 • marketinguli dagegmva 59 • marketinguli gegmis
ganxorcieleba 59 • marketinguli departamentis struqtura 61 •
marketinguli saqmianobis kontroli 62
mmaarrkkeettiinngguullii ggaarreemmoo 6622
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
nnaawwiillii mmeeoorree |bbaazzrriissaa ddaa mmoommxxmmaarreebblleebbiiss ggaaggeebbaa 6677
3 mmaarrkkeettiinngguullii ggaarreemmoo 6677
kkoommppaanniiiiss mmiikkrrooggaarreemmoo 7700
kompania 70 • momwodeblebi 70 • marketinguli Suamavlebi 71 • myidvelebi 72 •
konkurentebi 72 • sazogadoeba 72
kkoommppaanniiiiss mmaakkrrooggaarreemmoo 7733
demografiuli garemo 73
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 33..11——TTiinneeiijjeerrTTaa bbaazzaarrii:: vveemmssaaxxuurreebbiiTT aaxxaall--
ggaazzrrddoobbaass 7788
ekonomikuri garemo 85 • bunebrivi garemo 87 • teqnologiuri garemo 89
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 33..22——ppaawwaawwiinnaa ggaaddaammcceemmeebbii TTiiTTooeeuull
pprroodduuqqttSSii:: aarrnnaaxxuullii tteeqqnnoollooggiiaa TTuu?? 9900
politikuri garemo 92 • kulturuli garemo 95
rreeaaggiirreebbaa mmaarrkkeettiinngguull ggaarreemmoozzee 9999
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 33..33——YYkkoommppaanniiaaSucks.com 110000
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
4 mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss mmaarrTTvvaa 110077
mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss ssaaWWiirrooeebbiiss SSeeffaasseebbaa 111100
mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss mmooppoovveebbaa 111111
Sida monacemebi 111 • Mmarketinguli dazverva 112 • marketinguli kvleva 113
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 44..11——ssaaccaalloo mmoovvaaWWrree OnceFamous: mmoommxxmmaarreebblleebb--
bbzzee ddaakkvviirrvveebbaa mmaaTTTTvviiss CCvveeuull ggaarreemmooSSii 112200
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 44..22——oonnllaaiinnmmaarrkkeettiinngguullii kkvvlleevvaa 112244
mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss aannaalliizzii 112288
myidvelTan urTierTobis marTva (CRM) 128
x Sinaarsi

11. mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss ggaavvrrcceelleebbaa ddaa ggaammooyyeenneebbaa 113300
mmaarrkkeettiinngguull kkvvlleevvaassTTaann ddaakkaavvSSiirreebbuullii ssaakkiiTTxxeebbii 113311
marketinguli kvleva mcire biznessa da arakomerciul organizaciebSi 131 •
saerTaSoriso saqmianobis marketinguli kvleva 132 • sajaro politika da
eTika marketinguli kvlevisas 134
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
5 mmoommxxmmaarreebblliissaa ddaa oorrggaanniizzaacciiuullii mmyyiiddvveelliiss qqcceevvaa 114411
ssaammoommxxmmaarreebblloo bbaazzaarrii ddaa mmoommxxmmaarreebblliiss qqcceevvaa yyiiddvviissaass 114433
momxmareblis qcevis modeli 143 • momxmareblis qcevaze moqmedi
maxasiaTeblebi 144
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 55..11——oorriieennttaacciiaa bbaazzrriiss aarraattrraaddiicciiuull sseeggmmeenn--
tteebbzzee:: ggaaSSoorrddiiTT TTqqvveennss mmeeoorree nnaaxxeevvaarrss??
__ mmiiaaSSuurreeTT ssaayyiiddlleebbss 115533
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 55..22——ee..ww.. aaxxllooeemmoocciiuurrii kkvvlleevvaa:: ffssiiqqoollooggiiuurrii
ggaavvlleennaa mmoommxxmmaarreebbeellzzee 115566
myidvelis gadawyvetilebis miRebis procesi 160 • myidvelis gadawyvetilebis
miRebis procesi axali produqtis Sesyidvisas 163 • momxmarebelTa qceva
qveynis sazRvrebis miRma saerTaSoriso bazrebze 165
bbiizznneess--bbaazzrreebbii ddaa mmyyiiddvveellii oorrggaanniizzaacciiiiss qqcceevvaa 116666
biznes-bazrebi 166 • myidveli organizaciis qceva 168
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 55..33——ssaaeerrTTaaSSoorriissoo mmaarrkkeettiinngguullii mmeeTTooddeebbii __
``ssaaddaacc wwaaxxvvaall,, iiqqaauurrii qquuddii ddaaiixxuurree!!~~ 117733
biznes Sesyidvebi internetis meSveobiT 176
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
nnaawwiillii mmeessaammee | mmyyiiddvveellzzee oorriieennttiirreebbuullii mmaarrkkeettiinngguullii ssttrraatteeggiiiissaa
ddaa mmaarrkkeettiinngguullii kkoommpplleeqqssiiss SSeeddggeennaa 118822
6 sseeggmmeennttaacciiaa,, mmiinnzzoobbrriivvii bbaazzrriiss SSeerrCCeevvaa ddaa ppoozziicciioonniirreebbaa::
zzuussttaadd SSeerrCCeeuull mmyyiiddvveellTTaann sswwoorrii uurrTTiieerrTToobbiiss aaggeebbaa 118833
bbaazzrriiss sseeggmmeennttaacciiaa 118855
samomxmareblo bazris segmentacia 185
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 66..11——PotteryBarn: aaii,, ccxxoovvrreebbiiss ssttiillii aammaass hhqqvviiaa!! 119922
biznes-bazris segmentacia 196 • saerTaSoriso bazris segmentacia 196 •
moTxovnebi efeqturi segmentaciis gansaxorcieleblad 198
mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevvaa 119999
bazris segmentebis Sefaseba 199 • miznobrivi segmentis SerCeva 199
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 66..22——eerrTTii mmoommxxmmaarreebblliiss bbaazzaarrii:: uurrTTiieerrTToobbaa
mmyyiiddvveelleebbTTaann,, rrooggoorrcc ppiirroovvnneebbeebbTTaann 220044
socialuri pasuxismgebloba da miznobrivi marketingi 206
ppoozziicciioonniirreebbaa kkoonnkkuurreennttuullii uuppiirraatteessoobbiissaaTTvviiss 220077
pozicionirebis rukebi 208 • pozicionirebis strategiis SerCeva 208 •
arCeuli poziciis komunikacia da miwodeba 208
Sinaarsi xi

12. mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 66..33——Southwest’s-iiss ffaasseeuulloobbaaTTaa ggaannaaccxxaaddii::
``nnaakklleebbii bbeevvrraadd nnaakklleebbiiTT~~ 221144
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
7 pprroodduuqqttii,, mmoommssaaxxuurreebbaa ddaa bbrreennddiinnggiiss ssttrraatteeggiiaa 222211
rraa aarriiss pprroodduuqqttii?? 222233
produqti, momsaxureba da gamocdileba 223
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 77..11——Krispy Kreme: mmaarrTTllaacc rroomm ttkkbbiillii
ggaammooccddiilleebbaa 222244
produqtisa da momsaxurebis klasifikacia 227
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 77..22ó The Ad Council: rreekkllaammaa yyvveellaass
ssaakkeeTTiillddRReeoodd 223311
ggaaddaawwyyvveettiilleebbeebbii pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss SSeessaaxxeebb 223300
gadawyvetilebebi individualuri produqtisa da momsaxurebis Sesaxeb 230
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 77..33——ggaammaaRRiizziiaanneebbeellii,, rrTTuullaadd ggaassaaxxssnneellii
ppaakkeetteebbii 223366
gadawyvetilebebi produqciis seriis Sesaxeb 240 • gadawyvetilebebi pro-
duqtis kompleqsis Sesaxeb 248
bbrreennddiinnggiiss ssttrraatteeggiiaa:: ZZlliieerrii bbrreennddiiss SSeeqqmmnnaa 224411
brendis kapitani 241 • Zlieri brendis Seqmna 242 • brendebis menejmenti 248
mmoommssaaxxuurreebbiiss mmaarrkkeettiinnggii 224499
momsaxurebis ZiriTadi maxasiaTeblebi da niSan-Tvisebebi 249 • marketinguli
strategia momsaxurebis mimwodebeli kompaniebisTvis 250
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 77..33——Ritz-Carlton: zzrruunnvvaa iimmaaTTzzee,, vviinncc mmoommxxmmaarree--
bbeellzzee zzrruunnaavvss 225522
ddaammaatteebbiiTTii ssaakkiiTTxxeebbii pprroodduuqqttiiss SSeessaaxxeebb 225555
produqtis Sesaxeb gadawyvetilebebi da socialuri pasuxismgebloba 255 •
saerTaSoriso produqtisa da momsaxurebis marketingi 255
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
8 aaxxaallii pprroodduuqqttiiss ggaannvviiTTaarreebbaa ddaa pprroodduuqqttiiss ssaassiiccooccxxlloo
cciikklliiss ssttrraatteeggiieebbii 226611
aaxxaallii pprroodduuqqttiiss ggaannvviiTTaarreebbiiss ssttrraatteeggiiaa 226644
ideebis generireba 265 • ideaTa SerCeva 248 • koncefciebis ganviTareba da
gamocda 248
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 88..11——Eureka! Ranch: aaxxaallii pprroodduuqqtteebbiiss SSeeqqmmnnii--
ssaaTTvviiss iiddeeaaTTaa mmooZZiieebbiiss mmeeTTooddeebbii ddaa
ssiiggiiJJeeeebbii 226688
marketinguli strategiis ganviTareba 270 • biznes-analizi 270 • produqtis
ganviTareba 272 • testmarketingi 273 • komercializacia 273 • axali produqtis
ganviTarebis organizeba 274
pprroodduuqqttiiss ssaassiiccooccxxlloo cciikklliiss ssttrraatteeggiieebbii 227777
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 88..22——3M: iinnoovvaacciiiiss kkuullttuurraa 227788
wardgenis faza 280 • zrdis faza 281 • momwifebis faza 281
xii Sinaarsi

13. mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 88..33——uuaassaakkoo pprroodduuqqcciiaa aannuu pprroodduuqqttiiss ssaassii--
ccooccxxlloo cciikklliiss ((OLC)) ggoonniivvrruullii
mmaarrTTvvaa 226688
vardnis faza 285
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
9 ffaasswwaarrmmooqqmmnniiss ggaannssaazzRRvvrreebbeebbii ddaa ssttrraatteeggiieebbii 229911
rraa aarriiss ffaassii?? 229933
ffaasseebbiiss ddaawweesseebbiissaass ggaassaaTTvvaalliisswwiinneebbeellii ffaaqqttoorreebbii 229966
faswarmoqmnis gadawyvetilebaze zemomqmedi Sida faqtorebi 296
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 99..11——uukkaann mmoommaavvlliissaakkeenn:: ddiinnaammiikkuurrii ffaasswwaarr--
mmooqqmmnnaa vveebbzzee 229944
faswarmoqmnis gadawyvetilebaze moqmedi gare faqtorebi 298
ffaasswwaarrmmooqqmmnniiss ZZiirriiTTaaddii mmiiddggoommeebbii 330011
xarjze dafuZnebuli faswarmoqmna 301 • faseulobaze dafuZnebuli faswar-
moqmna 303 • konkurenciaze dafuZnebuli faswarmoqmna 305
aaxxaallii pprroodduuqqttiiss ffaasswwaarrmmooqqmmnniiss ssttrraatteeggiieebbii 330066
bazarze naRebis moxdis fasdadebis strategia 306 • bazarze SeRwevis
faswarmoqmnis strategia 306
pprroodduuqqttiiss kkoommpplleeqqssiiss ffaasswwaarrmmooqqmmnniiss ssttrraatteeggiieebbii 330077
faswarmoqmna produqtis seriaze 307 • faswarmoqmna SerCeviT produqtze 307 •
faswarmoqmna dakavSirebul produqtze 308 • faswarmoqmna Tanxmleb pro-
duqtze 308 • produqtis nakrebze faswarmoqmna 309
ffaasseebbiiss mmoorrggeebbiiss ssttrraatteeggiieebbii 330099
fasdaklebisa da SeRavaTebis faswarmoqmna 309 • segmenturi faswarmoqmna 310
• fsiqologiuri faswarmoqmna 311 • mastimulirebeli faswarmoqmna 312 •
geografiuli faswarmoqmna 314
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 99..22——BlueLight Specials--iiMMKmart--iissaaTTvviiss ddaammRRuupp--
vveellii aaRRmmooCCnnddaa 331155
saerTaSoriso faswarmoqmna 317
ffaassiiss ccvvlliilleebbeebbii 331188
fasis cvlilebebis inicireba 318 • gamoxmaureba fasTa cvlilebebze 320
ssaaxxeellmmwwiiffoo ppoolliittiikkaa ddaa ffaasswwaarrmmooqqmmnnaa 332211
faswarmoqmna ganawilebis arxis erTi donis gaswvriv 321 • faswarmoqmna
ganawilebis arxis sxvadasxva dones Soris 312
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 99..33——ffaasswwaarrmmooqqmmnnaa ffaarrmmaacceevvttuull pprroodduuqqttzzee::
uuffrroo mmeettii,, vviiddrree ggaayyiiddvveebbii ddaa mmooggeebbaaaa 332222
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
10 ssaaddiissttrriibbuucciioo aarrxxiissaa ddaa mmoommaarraaggeebbiiss jjaaWWvviiss mmaarrTTvvaa 333311
mmoommaarraaggeebbiiss jjaaWWvvii ddaa ffaasseeuulloobbaaTTaa mmiiwwooddeebbiiss qqsseellii 333333
mmaarrkkeettiinngguullii aarrxxeebbiiss aarrssii ddaa mmnniiSSvvnneelloobbaa 333355
rogor amateben faseulobas arxis wevrebi 335 • arxis doneebis raodenoba 337
Sinaarsi xiii

14. aarrxxiiss wweevvrreebbiiss qqcceevviissaa ddaa oorrggaanniizzeebbiiss ssaakkiiTTxxeebbii 333388
arxis wevrebis qceva 338 • vertikaluri marketinguli sistema (vms) 339 • hori-
zontaluri marketinguli sistema 341 • mravalarxiani sadistribucio sis-
tema 342 • arxis organizaciis cvlileba 343
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1100..11——SSuuaammaavvlleebbiiss CCaannaaccvvlleebbaa:: bbuunnddoovvaannii ssiitt--
yyvvaa,, mmaaggrraamm nnaaTTeellii ggzzaavvnniillii 334444
aarrxxiiss ddaaggeeggmmvviiss ggaaddaawwyyvveettiilleebbeebbii 334433
momxmareblis moTxovnilebebis analizi 346 • arxis miznebis gansazRvra 346 •
ZiriTadi gadawyvetilebebi 346 • ZiriTadi alternativebis Sefaseba 348 •
saerTaSoriso distribuciis arxebis SemuSaveba 348
aarrxxiiss mmaarrTTvviiss ggaaddaawwyyvveettiilleebbeebbii 334499
arxis wevrebis SerCeva 349 • arxis wevrebis marTva da motivireba 350 • arxis
wevrebis Sefaseba 350
ssaazzooggaaddooeebbrriivvii ppoolliittiikkaa ddaa ssaaddiissttrriibbuucciioo ggaaddaawwyyvveettiilleebbeebbii 335533
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1100..22——ppaarrttnniioorreebbTTaann uurrTTiieerrTToobbiiss mmeenneejjmmeennttii::
Hewlett-Packard-iiss ``aaffrreenniissaaTTvviiss aakkrrZZaa--
lluullii zzoonnaa~~ 335511
eqskluziuri urTierToba 353
mmaarrkkeettiinngguullii lloojjiissttiikkaa ddaa mmoommaarraaggeebbiiss jjaaWWvviiss mmaarrTTvvaa 335544
marketinguli lojistikis raoba da mniSvneloba 354 • lojistikis sistemis
miznebi 355 • lojistikis ZiriTadi funqciebi 355 • lojistikis integrire-
buli marTva 357
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1100..33——iiaarreeTT Ryder--iiTT,, ggaannaawwiilleebbaa kkii CCvveenn
mmooggvvaannddeeTT 335599
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
11 ssaaccaalloo ddaa ssaabbiiTTuummoo vvaaWWrroobbaa 336655
ssaaccaalloo vvaaWWrroobbaa 336677
sacalo movaWreebis tipebi 368 • sacalo movaWris marketinguli
gadawyvetilebebi 372
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1111..11——Whole Foods: ppoozziicciioonniirreebbaa Wal-Mart--iissaaggaann
SSoorrss 337744
sacalo vaWrobis momavali 379
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1111..22——eell--vvaaWWrroobbaa:: jjeerr kkiiddeevv ccooccxxaallii,, jjaannssaaRRii
ddaa mmoommggeebbiiaannii 338811
bbiiTTuummaadd vvaaWWrroobbaa 338866
biTumad movaWreebis tipebi 386
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1111..33——Grainger: bbaazzrriiss lliiddeerrii,, rroommlliiss
SSeessaaxxeebbaacc ooddeessmmee TTuu ggssmmeenniiaaTT?? 338877
biTumad movaWris marketinguli gadawyvetileba 388 • biTumad vaWrobis
momavali 391
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
12 iinntteeggrriirreebbuullii mmaarrkkeettiinngguullii kkoommuunniikkaacciiaa:: rreekkllaammiirreebbaa,,
ggaayyiiddvviiss ssttiimmuulliirreebbaa ddaa ssaazzooggaaddooeebbaassTTaann uurrTTiieerrTToobbaa 339977
xiv Sinaarsi

15. mmaarrkkeettiinngguullii kkoommuunniikkaacciieebbiiss kkoommpplleeqqssii 339999
integrirebuli marketinguli komunikacia 400 • komunikaciis cvalebadi
garemo 400 • integrirebuli marketinguli komunikaciis saWiroeba 400
SSeexxeedduulleebbeebbii kkoommuunniikkaacciiiiss pprroocceessiiss SSeessaaxxeebb 440033
eerrTTiiaannii kkoommuunniikkaacciiiiss kkoommpplleeqqssiiss CCaammooyyaalliibbeebbaa 440033
rreekkllaammaa 440066
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1122..11——xxoomm aarr ggaaxxddnneenn ssaammoommxxmmaarreebblloo ssaaqqoonnlliiss mmwwaarr--
mmooeebblleebbii ggaaddaammeetteebbuullaadd ``mmiimmwwoollnnii~~ 440066
reklamis miznebis dasaxva 408 • reklamis biujetis formireba 409 • reklamis
strategiis ganviTareba 411
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1122..22——uullttrraaTTaannaammeeddrroovvee rreekkllaammaa:: TTqqvveenn aann
SSeeiiZZuulleebbTT mmaass aann SSeeiiyyvvaarreebbTT 441133
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1122..33——rreekkllaammiiss SSeemmqqmmnneelleebbii aalltteerrnnaattiiuullii
mmeeddiiiiss ZZiieebbaaSSii aarriiaann 441199
reklamis Sefaseba 420 • sxva sakiTxebi reklamirebis Sesaxeb 421
ggaayyiiddvviiss ssttiimmuulliirreebbaa 442233
zrda gayidvis stimulirebis RonisZiebebis 423 • gayidvis stimulirebis
miznebi 424 • gayidvis mTavari mastimulirebeli saSualebebi 425 • gayidvis
stimulirebis programis ganviTareba 427
ssaazzooggaaddooeebbrriivvii uurrTTiieerrTToobbeebbii 442288
sazogadoebrivi urTierTobebis roli da zegavlena 429 • sazogadoebrivi
urTierTobebis mTavari saSualebebi 430
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1122..44 ——bbaazz--mmaarrkkeettiinnggii __ ssiittyyvviiss ggaavvrrcceelleebbiiss
aaxxaallii,, qqmmeeddiiTTii xxeerrxxii 443322
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
13 iinntteeggrriirreebbuullii mmaarrkkeettiinngguullii kkoommuunniikkaacciiaa:: ppeerrssoonnaalluurrii
ggaayyiiddvvaa ddaa ppiirrddaappiirrii mmaarrkkeettiinnggii 443399
ppeerrssoonnaalluurrii ggaayyiiddvvaa 444411
personaluri gayidvis arsi 441 • gayidvebis personalis roli 442
ggaayyiiddvveebbiiss ppeerrssoonnaalliiss mmaarrTTvvaa 444433
gayidvebis personalis muSaobis strategiisa da struqturis SemuSaveba 443
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1133..11——``mmoonniiSSnnee,, ddaaaawwkkaappuunnee,, ggaayyiiddee:: kkeeTTiillii iiyyooss
TTqqvveennii mmoobbrrZZaanneebbaa ggaayyiiddvveebbiiss ppeerrssoonnaalliiss
iinntteerrnneett--ssaammyyaarrooSSii 444477
gayidvebis personalis SerCeva da daqiraveba 449 • gayidvebis personalis
treiningi 450 • gayidvebis personalis anazRaureba 452 • gayidvebis persona-
lis meTvalyureoba 453 • gayidvebis personalis Sefaseba 455
ppeerrssoonnaalluurrii ggaayyiiddvviiss pprroocceessii 445566
gayidvis procesis safexurebi 456 • personaluri gayidva da myidvelTan
urTierTobis marTva 458
ppiirrddaappiirrii mmaarrkkeettiinnggii 445599
pirdapiri marketingis axali modeli 459 • pirdapiri marketingis sargebeli 460
• myidvelTa monacemTa baza da pirdapiri marketingi 460
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1133..22——Dell: iiyyaavviiTT ppiirrddaappiirrnnii 446611
pirdapiri marketingis formebi 462
Sinaarsi xv

16. mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1133..33——SSeeccddoommiiTT mmiimmaarrTTuullii ppiirrddaappiirrii mmaarrkkee--
ttiinnggii:: CCeemmii ZZaaRRllii ddaa ppiirrddaappiirrii mmaarrkkee--
ttiinnggii 446677
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1133..44——iinnffoorreekkllaammeebbii:: ``ddaa uuffrroo mmeettiicc~~ 447700
integrirebuli pirdapiri marketingi 472 • sajaro politikisa da eTikis
sakiTxebi pirdapir marketingSi 472
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
nnaawwiillii mmeeooTTxxee | mmaarrkkeettiinnggiiss ddaammaatteebbiiTTii ssaakkiiTTxxeebbii 447788
14 mmaarrkkeettiinnggii cciiffrruull xxaannaaSSii 447799
mmTTaavvaarrii ZZaalleebbii,, rroommlleebbiicc qqmmnniiaann cciiffrruull eeppooqqaass 448811
dijitalizacia da dakavSirebis unari 482 • internetis afeTqeba 482 • Sua-
mavalTa axali tipebi 483 • myidvelze morgeba da myidvelze delegireba 483
mmaarrkkeettiinngguullii ssttrraatteeggiiaa cciiffrruull eeppooqqaaSSii 448844
eleqtronuli biznesi, eleqtronuli komercia da eleqtronuli marketingi
cifrul epoqaSi 485 • sargebeli myidvelebisaTvis 486 • sargebeli
gamyidvelebisaTvis 486
eell--mmaarrkkeettiinnggiiss ssffeerrooeebbii 448877
B2C (biznesi _ momxmareblisaTvis) 487 • B2B (biznesi _ biznesisaTvis) 490 • C2C
(momxmarebeli _ momxmareblisaTvis) 491 • C2B (momxmarebeli _ biznesisaTvis) 492
eell--kkoommeerrcciiiiss wwaarrmmooeebbaa 449922
mxolod virtualuri kompaniebi virtualur-tradiciuli el-marketologe-
bis winaaRmdeg 492 • el-marketingis warmoeba 496
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1144..11——``ggvviiyyvvaarrxxaarrTT,, Google--iiss mmoommxxmmaarreebblleebboo ddaa
TTqqvveenncc __ rreekkllaammiiss ggaannmmccxxaaddeebblleebboo~~ 550022
eell--kkoommeerrcciiiiss ddaappiirreebbeebbii ddaa ggaammoowwvveevveebbii 550055
el-komerciis mimdinare SesaZleblobebi 505 • vebis bneli mxare 505
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1144..22——eell--ffoossttiiTT mmaarrkkeettiinnggii:: uuaaxxlleessii mmaarrkkeettiinn--
gguullii ggaarreemmoo TTuu mmiilliioonnii mmyyiiddvveelliissaaTTvviiss
TTaavviiss mmoobbeezzrreebbaa mmooggeebbiiss mmiizznniiTT?? 550066
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
15 gglloobbaalluurrii bbaazzaarrii 551155
gglloobbaalluurrii bbaazzaarrii XXXXII ssaauukkuunneeSSii 551177
gglloobbaalluurrii mmaarrkkeettiinngguullii ggaarreemmooss mmiimmooxxiillvvaa 551199
saerTaSoriso savaWro sistema 519 • ekonomikuri garemo 522 • politikur-
samarTlebrivi garemo 523 • kulturuli garemo 524
ssaaeerrTTaaSSoorriissoo aassppaarreezzzzee ggaassvvlliiss ggaaddaawwyyvveettiilleebbaa 552266
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1155..11——gglloobbaalliizzaacciiaa aammeerriikkaanniizzaacciiiiss wwiinnaaaaRRmm--
ddeegg -- aaqqvvss TTuu aarraa gglloobbaalliizzaacciiaassMMMickey
Mouse--iiss yyuurreebbii?? 552277
xvi Sinaarsi

17. Sinaarsi xvii
ggaaddaawwyyvveettiilleebbiiss mmiiRReebbaa rroommeell bbaazzaarrzzee SSeevviiddeeTT 552299
ggaaddaawwyyvveettiilleebbiiss mmiiRReebbaa rrooggoorr SSeevviiddeeTT bbaazzaarrzzee 553300
eqsportireba 530 • erToblivi wamowyeba 531 • pirdapiri investicia 533
ggaaddaawwyyvveettiilleebbiiss mmiiRReebbaa gglloobbaalluurrii mmaarrkkeettiinngguullii pprrooggrraammiiss SSeessaaxxeebb 553333
produqti 534
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1155..22——L’Oréal __ gglloobbaalluurrii bbrreennddeebbiiss aaddggiilloobb--
rriivv kkuullttuurraazzee mmoorrggeebbaa 553366
stimulireba 538 • fasebi 539
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1155..33——``yyuurraaddRReebbiiTT mmooeeppyyaarriiTT TTaarrggmmaannss~~ 554400
sadistribucio arxebi 541
ggaaddaawwyyvveettiilleebbiiss mmiiRReebbaa gglloobbaalluurrii mmaarrkkeettiinngguullii oorrggaanniizzaacciiiiss
SSeessaaxxeebb 554433
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
16 mmaarrkkeettiinnggii ddaa ssaazzooggaaddooeebbaa:: ssoocciiaalluurrii ppaassuuxxiissmmggeebblloobbaa ddaa
mmaarrkkeettiinngguullii eeTTiikkaa 554477
mmaarrkkeettiinnggiiss ssaazzooggaaddooeebbrriivvii kkrriittiikkaa 555500
marketingis gavlena individualur momxmarebelze 550
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1166..11——rrooddeessaacc Consumer Reports--ii ssaauubbrroobbss,, LL
mmyyiiddvveelleebbii uussmmeenneenn 555555
marketingis gavlena mTlianad sazogadoebaze 557 • marketingis gavlena sxva
biznesebze 561
ssaammooqqaallaaqqoo ddaa ssaazzooggaaddooeebbrriivvii qqmmeeddeebbeebbii mmaarrkkeettiinnggiiss rreegguulliirreebbiissaaTTvviiss 556622
momxmarebelTa moZraoba 562 • garemos damcvelTa moZraoba (Enviromentalizm) 564
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1166..22——ggaarreemmooss mmddggrraaddoobbaa __ mmooggeebbiiss mmiiRReebbaa,,
rrooddeessaacc ppllaanneettiiss ggaaddaarrCCeennaass eexxmmaarreebbii 556666
sazogadoebrivi qmedebebi marketingis regulirebisaTvis 568
bbiizznneessiiss qqmmeeddeebbeebbii ssoocciiaalluurraadd ppaassuuxxiissmmggeebbeellii mmaarrkkeettiinnggiiss mmiimmaarrTTuulleebbiiTT 556699
gacnobierebuli (Etlightened) marketingi 569
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 1166..33——ssoocciiaalluurraadd ppaassuuxxiissmmggeebbeellii mmaarrkkeettiinnggii::
mmoovveemmssaaxxuurrooTT ffaasseeuulloobbiissaa ddaa mmooggeebbiiss
oorrmmaagg qqvveeddaa nniiSSnnuullss 557711
marketinguli eTika 574
SSeeiissvveenneeTT:: koncefciebis kvaldakval 34, NTavSi gamoyenebuli terminebi 36,
imogzaureT 36, teqnologiur samyaroSi 37, eTikis samyaroSi 37, ucxouri biz-
nessituacia 37
ddaannaarrTTii 11 uuccxxoouurrii bbiizznneessssiittuuaacciieebbii uubb11
ddaannaarrTTii 22 mmaarrkkeettiinngguullii ggeeggmmaa mmgg11
ddaannaarrTTii 33 mmaarrkkeettiinngguullii aarriiTTmmeettiikkaa mmaa11
ddaannaarrTTii 44 kkaarriieerraa mmaarrkkeettiinnggSSii kkmm11
ggaammooyyeenneebbuullii tteerrmmiinnoollooggiiaa ggtt11
sskkoolliioo ss11

18. xviii Sinaarsi

19. xix
kkeeTTiillii iiyyooss TTqqvveennii mmoobbrrZZaanneebbaa mmaarrkkeettiinnggiiss
ssaaffuuZZvvlleebbiiss mmeeSSvviiddee ggaammoocceemmaaSSii!!
am axali gamocemis wardgenasTan erTad, gvinda madloba gadagixadoT
Tqven da yvela im marketingis studentsa Tu profesors, romlebic wlebis
manZilze Cveni saxelmZRvaneloebiT sargeblobdnen. Tqveni daxmarebiT es
wigni Prentice Hall Business Publishing's-is wlis wignad da saerTaSoriso best-
selerad iqca. gmadlobT amisaTvis.
am meSvide gamocemiT, Cven miznad davisaxeT Segveqmna kidev ufro efeqtu-
ri marketingis saxelmZRvanelo. studentTa umetesobas, romlebic marke-
tings swavloben, surs dainaxos marketingis principebisa da praqtikis,
sruli suraTi. amavdroulad, Tavs arideben detalebis zRvaSi CaZirvasa
da marketinguli sirTuleebiT gadatvirTvas. maT surT saxelmZRvanelo,
romelic srulyofilia, magram, amasTan erTad, aris advili samarTavad da
dasaufleblad.
marketingis safuZvlebis meSvide gamocema warmoadgens frTxilad Ser-
Ceul balanss wignSi ganxiluli sakiTxebis siRrmiseul mocvasa da moce-
muli masalis advilad swavlis SesaZleblobas Soris. meSvide gamocemaSi
gadmocemulia bolo drois marketinguli azrovneba. igi agebs marketin-
gul CarCos, romelic pozicionirebas ukeTebs marketings, rogorc myidve-
lisTvis faseulobis Seqmnis xelovnebasa da mecnierebas, raTa Tavad mii-
Ros maTgan sanacvlo faseuloba. igi ganmartavs, Tu rogor muSaobs
marketingi sxva departamentebTan (buRalteriis, informaciuli teqnolo-
giebis, finansebis, operaciebis marTvisa da adamianuri resursebis marTvis
ganyofilebebi) da kompaniis gareT arsebul marketingul partniorebTan
erTad, raTa erToblivad miawodon myidvels faseuloba.
da bolos, meSvide gamocema aCvenbs marketings praqtikaSi - koncefciebi ga-
moyenebulia magaliTebSi, sadac cnobili da naklebad cnobili kompaniebi
afaseben da wyveten marketingul problemebs. swavlebis resursebis sru-
liad axali da yovelmxrivi nakadi _ orive, rogorc beWdviTi, aseve cifru-
li gamocema _ am gamocemis mxardaWerisaTvis ganviTarda. Cveni mizania: ga-
martivebuli, inovaciuri Tanmxlebi masalis SeTavazeba, romelTa povna,
miReba, marTva da gamoyeneba sakmaod martivia. TqvenTvis saWiro informa-
ciis mosapoveblad Tqven ar dagWirdebaT masalebis dausrulebeli Zieba.
zogadad, vfiqrobT, rom marketingis safuZvlebis es gamocema dReisaTvis
saukeTesoa. vimedovnebT, rom marketingis SeswavlisaTvis gankuTvnili es
mogzauroba siamovnebas moganiWebT. ase rom, moemzadeT! modiT, SevudgeT
saqmes!
gari armstrongi
filip kotleri
Capel hilis Crdilo karolinis norTvesternis universiteti
universiteti

20. xx
wwiinnaassiittyyvvaaoobbaa qqaarrTTuullii ggaammoocceemmiissTTvviiss
marketingi axali dargia, romelic SemoiWra da gansakuTrebuli adgili
daikava Cvens yoveldRiur cxovrebaSi. vacnobierebT Tu ara amas, yoveli
Cvengani, yoveldRe, marketingis saqmianobis Sedegebs pirispir xvdeba,
iqneba es quCaSi seirnobisas SeniSnuli bilbordi Tu maRaziebis vitri-
nebSi gamofenili tansacmeli, saxlSi televizoris yurebis dros mosme-
nili axali ambebi Tu nanaxi reklama. swored am da sxva sakiTxebs exeba
wigni, romelic Tqven xelT gipyriaT.
evraziis fondis daxmarebiTa da mxardaWeriT, saqarTvelos marketin-
gis asociaciis mier SemuSavda da ganxorcielda proeqti, romelic iTva-
liswinebda licenzirebuli, qarTul enaze Targmnili filip kotlerisa
da gari armstrongis `marketingis safuZvlebis~ saxelmZRvanelos gamo-
cemas.
wigni, pirvel rigSi, gankuTvnilia sabakalavro programebis studen-
tebisaTvis, romlebic pirvel nabijebs dgamen iseT specialobebze,
rogorebicaa biznes administrireba, ekonomikuri, saerTaSoriso urTier-
Tobebi, sazogadoebasTan urTierTobebi da sxva. wignSi ganmartebulia
ZiriTadi marketinguli koncefciebis safuZvlebi da moyvanilia Tval-
saCino magaliTebi aSS-sa da sxva qveynebSi moqmedi kompaniebis gamo-
cdilebidan. wignSi, agreTve, ganTavsebulia magaliTebi qarTuli kom-
paniebis biznes saqmianobis Sesaxeb.
wigni saintereso da sasargeblo iqneba mcire da saSualo biznesiT
dakavebuli pirebisTvis an maTTvis, vinc apirebs sakuTari biznesis wamow-
yebas. agreTve, yvela im pirisaTvis, romelsac ainteresebs es mecniereba.
saxelmZRvanelos Targmna sakmaod Sromatevadi da Zneli saqmea, rom-
lis Sesrulebac erT adamians ar ZaluZs. wignis Seqmna-ganviTarebis
procesSi araerTi adamiani monawileobda, romelTagan TiToeulma Tavisi
ganumeorebeli da uaRresad saWiro wvlili Seitana.
eeqqssppeerrtt--rreeddaaqqttoorreebbii qqaarrTTuullii eenniiss
ssaakkiiTTxxeebbSSii
marika kveselava
nino goqaZe
qqaarrTTuullii bbiizznneessssiittuuaacciieebbiiss aavvttoorreebbii
guram leJava irakli axvlediani
akaki xelaZe mzia miqelaZe
lali gigaSvili TinaTin gugberiZe
Tamar gaCeCilaZe
rreeddaaqqttiirreebbaaSSii TTaavviissii wwvvlliillii SSeeiittaanneess
Salva onaSvili
natalia dolgova
ia esiava
ggaannssaakkuuTTrreebbuullii mmaaddlloobbaa ggvviinnddaa ggaammoovvuucc--
xxaaddooTT iimm qqaarrTTuull kkoommppaanniieebbss,, rroommlleebbmmaacc
mmxxaarrddaaWWeerraa aaRRmmooggvviiCCiinneess::
jeosels saqarTvelos telekoms
Ti-bi-si banks saqarTvelos banks
aqsiss standart banks
UNI Group-s respublika banks
konstantas iu-ji-Tis
global erTs gudvils
Jobs.ge-s ei-si-Tis
kavkasiis biznes arti jgufs
skolas
pprrooeeqqttiiss ddiirreeqqttoorrii
bboorriiss ((bbuubbaa)) lleeJJaavvaa
pprrooeeqqttiiss mmeenneejjeerrii
ssooffiioo CCooggoovvaaZZee
pprrooeeqqttiiss ffiinnaannssuurrii xxeellmmZZRRvvaanneellii
eelleennee jjRRaarrkkaavvaa
ddiidd mmaaddlloobbaass vvuuccxxaaddeebbTT eevvrraazziiiiss ffoonnddiiss
TTaannaammSSrroommlleebbss mmxxaarrddaaWWeerriissaaTTvviiss ddaa ssaassaarrggeebb--
lloo kkoonnssuullttaacciieebbiissTTvviiss::
nino kikiZe ani jobava
wwiiggnniiss TTaarrggmmaannzzee mmuuSSaaoobbddnneenn::
naTia amilaxvari
nino mamamTavriSvili
salome jRarkava
ppiirrvveellii qqaarrTTuulleennoovvaannii ggaammoocceemmiiss rreeddaaqqttoorreebbii::
boris (buba) leJava sofio CogovaZe
guram leJava elene jRarkava
natalia mumlauri Tengo benduqiZe
daviT wiklauri gia barkalaia
Tamar maRalaSvili vaxtang gokieli
TinaTin gugberiZe babulia mRebriSvili

21. xxi
winasityvaoba
filip kotlerisa da gari armstrongis `marketingis safuZvlebis~ meSvi-
de gamocema warmoadgens marketingis Seswavlis inovaciur midgomas. dRe-
vandeli marketingi mTlianad dafuZnebulia momgebiani urTierTobis age-
baze momxmarebelTan. igi iwyeba momxarebelTa moTxovnilebebisa da
survilebis gagebiT, im miznobrivi bazris SerCeviT, romelsac kompania
saukeTesod moemsaxureba da faseulobaTa ganacxadis SeqmniT, romlis sa-
SualebiT kopmania SeZlebs miznobrivi momxmareblis mozidvas, SenarCu-
nebasa da maTi raodenobis zrdas. Tu organizacia am amocanebs kargad
gaarTmevs Tavs, Sedegad, sargebels naxavs gazrdili sabazro wilis, moge-
bisa da myidvelis kapitalis saxiT. ubralod rom vTqvaT,marketingi aris
momxmareblisaTvis faseulobis Semnis xelovneba da mecniereba. es gamo-
cema dasawyisidan dasasrulamde warmoadgens da zrunavs am samomxmare-
bleblo urTierTobebis/myidvelis kapitalis struqturis ganviTarebaze.
wwiiggnnSSii ggaammooyyeenneebbuullii ssaasswwaavvlloo ssaaSSuuaalleebbeebbii
damxmare saSualebebi, romlebic Tan gasdevs mTels teqsts, exmareba
studentebs Tvali gadaavlon, gaiTvaliswinon da erTmaneTs daukavSiron
maT mier Seswavlili marketinguli koncefciebi.
ggzzaammkkvvlleevvii:: iiddeeeebbiiss kkvvaallddaakkvvaall.. TiToeu-
li Tavis dasawyisSi moTavsebuli nawili,
romelic mokled mogviTxrobs mocemuli Tavis
Sinaars, akavSirebs wina Tavis koncefciebTan,
gamoyofs am TavSi Sesaswavl sakiTxebs da
gvacnobs teqstis TavSi ganTavsebul mokle epi-
zodebs kompaniis saqmianobidan.
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii.. TiToeul
TavSi arsebuli CanarTebi, romlebic mog-
viTxroben istorias qarTuli da ucxouri kom-
paniebis realuri biznessaqmianobebis Sesaxeb.
ssiiCCqqaarriiss SSeemmzzRRuuddaavvii:: kkoonncceeffcciieebbiiss SSeerr--
wwyymmaa.. ZiriTadi koncefciebis Sejameba ganTav-
sebuli TiToeuli Tavis bolos, romelic mi-
moixilavs mocemuli Tavis koncefciebs da
ajamebs TiToeuli Tavis miznebs.
TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii.. mocemuli
Tavis ZiriTadi terminebis CamonaTvali da ma-
Ti inglisuri Sesatyvisi termini.
iimmooggzzaauurreeTT.. `gansaxilveli sakiTxebi~ da
`gamoyenebiTi SekiTxvebi~, exmareba students
Tvalyuri adevnos da gamoiyenos am TavSi
Seswavlili masala.
✷ aaxxaallii aamm ggaammoocceemmiissTTvviiss tteeqqnnoollooggiiuurr
ssaammyyaarrooSSii.. gamoyenebiTi savarjiSoebi da
kiTxvebi, romlebic orientirebulia mniSvne-
lovani marketinguli teqnologiebis ganxil-
vasa da maTze yuradRebis gamaxvilebaze.

22. xxii
✷ aaxxaallii aamm ggaammoocceemmiissTTvviiss eeTTiikkiiss ssaammyyaa--
rrooSSii.. situaciis ganmarteba da kiTxvebi, rom-
lebic xazs usvams marketinguli eTikis mniSvne-
lovan sakiTxebs. misi gamoyeneba SesaZlebelia
saklaso diskusiebis dasawyebad an jgufuri
proeqtebis wamosawyebad.
qqaarrTTuullii ddaa uuccxxoouurrii bbiizznneessssiittuuaacciieebbii..
TiToeuli Tavis bolos ganTavsebulia biznessi-
tuacia, rogorc qarTuli aseve ucxouri kom-
paniis Sesaxeb.
✷ aaxxaallii aamm ggaammoocceemmiissTTvviiss mmaarrkkeettiinngguullii
ggeeggmmaa.. NdanarTi 2 moicavs marketinguli gegmis
ZiriTad sakiTxebs.
ggaammooyyeenneebbuullii tteerrmmiinnoollooggiiaa.. wignis boloSi
ganTavsebuli ganmartebiTi leqsikoni. masSi
ganTavsebulia sakvanZo terminebi ganmartebebiT.
ggmmaaddlloobbTT
wignze mxolod avtori ar muSaobs. Zalian davalebulebi varT im pioneri
marketologebisagan, romlebmac pirvelebma gansazRvres misi ZiriTadi
sakiTxebi da ganaviTares misi koncefciebi da teqnologiebi. aseve idee-
bisa da SemoTavazebebisaTvis madlobas vuxdiT Cvens kolegebs kenan-
flegelis biznes skolidan, Cepel hilis Crdilo karolinis univer-
sitetidan, kelogis menejmentis skolisa da Crdilo-dasavleTis
universitetidan. gansakuTrebuli madloba gvinda movuxadoT mendi
roilanss proeqtis TiToeul etapze gaweuli Seucvleli da
Seufasebeli rCevebis, daxmarebisa da monawileobisaTvis. madloblebi
varT agreTve don iakobuCis,andrea meierisa da kevin gvinerisa TiToeuli
Tavis boloSi ganTavsebuli masalebis ostaturi damuSavebisaTvis.
amasTan erTad, madlobas vuxdiT marian vuds, am gamocemisaTvis
matketinguli gegmis SemuSavebaSi gaweuli daxmarebisaTvis.
sxva kolejebisa da universitetebis bevrma recenziantma izruna am
da wina gamocemebis, fasdaudebeli komentarebiTa da SemoTavazebebiT
uzrunvelyofaze. davalebulni varT Semdegi kolegebisgan: ron lenoni,
baris universiteti; alan brokau, miCiganis teqnikuri universiteti;
mernauS bantoni, maiamis universiteti; marta lehami, diablo velis
koleji; Tomas dreili, maiamis universiteti; rebeka ratneri, Crdilo
karolinis universiteti - Capel hili; da stiv hofleri, Crdilo-karoli-
nis universiteti - Capel hili.

23. xxiii
mmeerrii iiggllii,, merilendis universiteti
rroobbeerrtt jjoonnssii,, kaliforniis saxelmwifo uni-
versiteti
aannaa kkuuzzmmaa,, minesotas saxelmwifo univer-
siteti
mmaarrkk mmiittCCeellii,, samxreT karolinas univer-
siteti
vviilliiaamm rroojjeerrssii,, miCiganis universiteti
jjeeff SSmmiiddttii,, ilinoisis, Cempein-urbanas uni-
versiteti
rroobbeerrttaa SSuuttccii,, miCiganis universiteti
ddoonnaalldd sseellffii,, obornis universiteti
ssttiivv tteeiilloorrii,, ilinoisis saxelmwifo uni-
versiteti
rroonn iiaannggii,, kalamazus koleji
mmeeSSvviiddee ggaammoocceemmiiss rreecceennzziiaatteebbii::
rraaSSrrii aaggaarrvvaallii,, aiovas saxelmwifo univer-
siteti
ss.. aalleenn bbrrooiilleessii,, tenesis universiteti
mmiiii--SSiiuu CCeeuunnggii,, tenesis universiteti
rreennee fflloorreesshhaaiimmii,, loiola merimountis uni-
versiteti
CCaarrllzz ggoollddnneerrii,, kolorados universiteti
kkaarrooll ggvviinnii,, bailoris universiteti
rriiCCaarrdd hhaannsseennii,, feris saxelmwifo univer-
siteti
qqeeiiTT iilliinnggii,, grinvilis teqnikuri univer-
siteti
jjeerrii ll.. TToommaassii,, san xoses saxelmwifo univer-
siteti
didad davalebulebi varT agreTve Prentice Hill-is im TanamSromlebisa, romlebic dagvexmar-
nen am wignis ganviTarebaSi. am gamocemis ramodenimejer gadamowmebaSi mzrunveli da fas-
daudebeli rCevebi mogvawodes da daxmareba gaswies redaqtorebma qeiT stevensma da brus
kaplanma. maikl obraiens madlobas vuxdiT Cveni wignis realizaciisaTvis gaweuli energiisa
da kreatiuli mcdelobebisaTvis. agreTve madlobas vuxdiT Prentice Hill-is Cveni
saxelganTqmuli samxatvro gundis wevrebs cocxali, mimzidveli teqstis SeqmnaSi gamovle-
nili kompetenciisaTvis: judi leali, ufrosi redaqtori; sindi durandi da virjinia soma,
gamocemis redaqtorebi; jil litli, dizaineri da keri miksa, gamosaxulebis menejeri.
da bolos, mxardaWerisa da gamxnevebisaTvis madlobas vuxdiT Cvens ojaxebs - qeTis, betis,
mats, betis, kerisa da delanis armstrongis ojaxidan da nensis, emis, melisasa da jesikas kot-
leris ojaxidan. es wigni maT eZRvnebaT.
gari armstrongi
filip kotleri

24. mmaarrkkeettiinnggiiss ssaaffuuZZvvlleebbii
meSvide gamocema

25. am Tavis Seswavlis Semdeg Tqven SeZlebT:
11.. ganmartoT kompaniis strategiuli gegmis Sedgenis procesi da misi oTxi safexuri; 22.. ganixiloT, Tu rogor
xdeba biznesis portfelis Sedgena da zrdis strategiebis ganviTareba; 33.. axsnaT marketingis roli strate-
giuli dagegmvis procesis dros da rogor muSaobs marketingi partniorebTan erTad, rom Seqmnas da miawodos
faseuloba myidvels; 44.. aRweroT myidvelze orientirebuli strategiis elementebi da masze zegavlenis
saSualebebi; 55.. CamoTvaloT marketingis marTvis funqciebi, maT Soris marketinguli gegmis elementebi.

26. kkoommppaanniiaa ddaa
mmaarrkkeettiinngguullii
ssttrraatteeggiiaa::
ppaarrttnniioorroobbaa mmyyiiddvveellTTaann
uurrTTiieerrTToobbiiss aaggeebbiissTTvviiss
mzad xarT mogzaurobisaTvis? pirvel TavSi Cven ganvixileT marketinguli
procesi, romlis saSualebiT kompaniebi myidvelebisTvis qmnian garkveul
faseulobebs. mogzaurobis am etapze Cven ufro CavuRrmavdebiT marketinguli
procesis me-2 da me-3 safexurebs – myidvelze orientirebuli marketinguli
strategiisa da marketinguli programebis Sedgenas. Tavdapirvelad, Cven gavi-
gebT marketingis rols did organizaciebSi. daviwyebT mTlianobaSi kompaniis
strategiis dagegmvis procesis ganxilviT,romlis erT-erT Semadgenel nawils
marketinguli strategia warmoadgens. marketingi yuradRebas aqcevs kompaniis
midgomas (ideologias), sadac centralur rols ikavebs myidveli. mTliani
kompaniis strategiuli gegmis Tanaxmad, marketologebi, kompaniis sxva funq-
cionalur erTeulTan erTad, adgenen iseT marketinguli strategiis gegmas,
romelic frTxilad SerCeul miznobriv myidvels miawvdis umaRles fa-
seulobas. dabolos, am strategiebis realurad amoqmedebisaTvis marketo-
logebi qmnian e.w. `marketingul kompleqss~, romelic moicavs gadawyveti-
lebebs produqtis, fasis, distribuciisa da stimulirebis taqtikis Sesaxeb.
wignis pirveli ori Tavi SegiqmniT srul warmodgenas marketingis safuZvle-
bis da im gadawyvetilebebis Sesaxeb, romlebsac marketingis menejerebi iReben.
amis Semdeg Tvals gadavavlebT im gare garemos, romelSic marketingi
funqcionirebs.
pirveli SeCereba: kompania Walt Disney. rodesac gesmiT saxeli Walt Disney,
albaT, fiqrobT saojaxo garTobaze. ase bevri fiqrobs. Tavisi gasarTobi
parkebiTa da saojaxo filmebiT Disney didi xania, daeufla momxmarebelTan
urTierTobis agebisa da misi moxibvlis xelovnebas. pirvel TavSi es sakiT-
xebi ukve ganvixileT. `disneis jadosnurma samyarom~, romelsac Taobebi
ayalibebdnen, Seqmna da daakmayofila xalxis fantaziebi mTel msoflioSi.
magram Tqven SeiZleba arc ki icodeT, rom dRes Walt Disney-s kompania, ubralo
parkebisa da saojaxo filmebis garda, bevrad, bevrad ufro mets moicavs.
kiTxvis procesSi dafiqrdiT yvela im strategiul dagegmvis sirTuleebze,
romlebic Disney-s dRevandel jadosnur samefos gadaulaxavs.
2
ggzzaammkkvvlleevvii || ideebis kvaldakval

27. 50 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
r
odesac fiqrobT kompania Walt Disney-ze, albaT, pirvelad misi parkebi da
animaciuri filmebi gaxsendebaT. da es arc aris gasakviri. mas Semdeg,
rac 75 wlis winaT teleekranze miki mausis pirveli multiplikaciuri
filmi gamovida, Disney gaxda saojaxo garTobis Seucvleli ostati. igi sru-
lyofilad flobda animaciis xelovnebas. dawyebuli pioneri animaciuri
filmebiT, rogorebic iyo `fifqia da Svidi juja~, `fantazia~, `pinoqio~,
`samxreTis simRera~, damTavrebuli srulmetraJiani animaciuri filmebiT,
`mefe lomi~, `saTamaSoebis istoria~, `monstrebis korporacia~ da a.S., Disney-m
namdvili saswauli aCuqa mayureblebis gulebsa da gonebas mTel msoflioSi.
Disney-s jadosnuroba, albaT, arsad gamJRavnebula ise aSkarad, rogorc
kompaniis gasarTob parkebSi. Disney World-is parks yovelwliurad 40 milioni
adamiani awydeba (es 15-jer aRemateba Yellowstone National Park-is damTvaliere-
belTa raodenobas), rac mas msoflios turistul sanaxaobaTa Soris pirvel
adgilze ayenebs. riTi izidavs Disney World-is dasasvenebeli parki aseTi rao-
denobis xalxs? amas, nawilobriv, atraqcionebis raodenoba ganapirobebs. Disney
World-is parki oTx ZiriTad Tematur parkad aris dayofili: Magic Kingdom,
Epcot, Disney-MGM Studio da Disney Animal Kingdom. TiToeul parkSi muSaobs bevri,
sxvadasxva tipis atraqcioni: `konkias sasaxle~, `sxeulis omebi~, `kiliman-
jaros Tavgadasavali~, `teroris koSki~ da sxva.
magram, atraqcionebi Disney World-is dasasvenebeli parkis faseulobas
mxolod nawilobriv xsnis. faqtobrivad, rogorc amboben, mnaxvelebs ufro
metad parkis TvalSisacemi sisufTave da TanamSromelTa guliTadoba
moswonT. gansakuTrebiT, uxeSi, usufTao da umarTavi realuri samyaros
pirobebSi, Disney gTavazobT siTbos, sisufTavesa da wesrigs. rogorc erTi
damkvirvebeli aRniSnavs, Magic Kingdom-Si amerika ise muSaobs, rogorc unda
muSaobdes. yvelaferi sufTaa da daculi, xarisxi da momsaxureba isev
mniSvnelovania da momxmarebeli yovelTvis marTalia~.
kompaniis akviatebuli misia aris `mianiWo xalxs bedniereba~ da `ocneba
realobad aqcio~. kompaniis yvela TanamSromeli, aRmasrulebeli menejeridan
dawyebuli, monorelsiani matareblis mZRolisa da gasasvlelTan mdgomi
bileTebis gamyidvelis CaTvliT, mowadinebulia dauviwyari STabeWdilebebi
Seuqmnas momxmarebels. Disney World-is dasasvenebeli parkis TanamSromlebi
muSaobis pirvel dReebSi gadian samdRian motivaciur kurss Disney-s orlan-
dos universitetSi, sadac isini euflebian fantaziebis realobad qcevis
rTul saqmes. swavloben, rom isini gasarTob biznesSi arian da monawileoben
Walt Disney-s parkis SouSi. TiToeul monawiles evaleba, enTuziazmiT moemsax-
uros parkis stumrebs.
`gasarTobi kostiumebis~ miRebisa da `scenaze~ gasvlamde TanamSromlebi
gadian kurss saxelwodebiT tradiciebi I da tradiciebi II, sadac Seiswavlian
Disney-s enas, istoriasa da kulturas. maT aswavlian, rom unda iyvnen
enTuziazmiT savse, sasargeblo da yovelTvis megobrulebi. swavloben swor
qcevas, magaliTad, gamoiCinon iniciativa da suraTi gadauRon stumrebs, Tanac
ise, rom suraTze ganaTavson mTeli ojaxi. Disney-Si darwmunebulebi arian, rom
personali ise moxiblavs stumrebs, rom aiZulebs maT kontaqtSi Semosvlas.
magaliTad, parkis saCuqrebis maRaziebSi bevri dasaxelebis saqonels ar
gaaCnia fasis aRmniSvneli iarliyi, rac aiZulebs myidvels, kiTxos fasi
momuSave personals.
monawileebi swavloben, rom maT arasdros ar unda Tqvan: `es ar aris Cemi
saqme~. rodesac stumari kiTxulobs, `sad aris uaxloesi dasasvenebeli
oTaxi?~ an `ra hqvia fifqias Svid jujas?~, maT unda icodnen pasuxi. Tu miwaze
nagvis narCens SeniSnaven, maT unda aiRon is. ukidures SeTxvevaSic ki, maT unda
gaamarTlon stumrebis molodini da aasrulon maTi ocnebebi. magaliTad,
imisTvis, rom Magic Kingdom-is Tematuri parki yovelTvis sufTad da axlad
gamoiyurebodes, weliwadSi xuTjer quCebs mRebavebi TiToeul SeRebil mesers
aclian saRebavis Zvel fenas da axliT faraven. Disney-s momxmarebelTa moxib-
vlis amocana da marketingi ukve legendarulia. gamorCeul momxmarebelTa
momsaxurebis gamo gasarTobi parkebi imdenad maRal Sefasebas imsaxurebs, rom
amerikis bevri wamyvani korporacia Disney-s universitetSi agzavnis TavianT
menejerebs, raTa daeuflon muSaobis stils.
miuxedavad amisa, aRmoCnda, rom gasarTobi parkebi mxolod mciredi nawi-
lia Disney-s bevrad ufro didi istoriisa. dRevandeli Walt Disney-s imperiis es

28. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 51
sfero mxolod mis mcired nawils Tu warmoadgens. ukanasknel wlebSi Disney-
s strategiuli dagegmva realuri kvlevis sagani gaxda. 1990-ian wlebSi
ganviTarebis procesSi Disney-m Tavisi saqmianoba swrafad gaamravalferovna
da 25 miliardi dolaris Semosavlis mqone saerTaSoriso mediisa da gasarTob
konglomeratad gadaiqca. SeiZleba gaocdeT kidec, rodesac gaigebT, rom dRes
Walt Disney-s kompania, gasarTobi parkebis garda, ZiriTad wils flobs Semdeg
biznesebSi:
■ televiziisa da radios mTavari qseli - ABC. maT Soris 10 satelevizio sad-
guri, 29 radiosadguri da 13 saerTaSoriso radiomauwyeblobis arxi;
■ Teqvsmeti sakabelo qseli (maT Soris Disney Channel, Toon Disney, SoapNet, ESPN,
A&E, the History Channel, Lifetime Television, E! Entertainment, da ABC-is saojaxo arxi);
■ oTxi satelevizio produqciis da rva kinoproduqciis da kinosadistribu-
cio kompaniebi (maT Soris Walt Dieney Pictures, Touchstone Pictures, Hollywood Pictures,
Miramax Pictures da Buena Vista Production);
■ wignebisa da Jurnalebis gamomcemeli xuTi jgufi (maT Soris, Hyperion Books da
Miramax Books);
■ xuTi musikaluri studia (maT Soris Hollywood Records da Mammoth Records);
■ cxrameti internet-jgufi (maT Soris Disney Online, Disney Blast, ABC.com,
ESPN.com, Family.Fun.com, NASCAR.com, NBA.com da NFL.com.);
■ Disney Interactive (romelic awarmoebs da vaWrobs kompiuteruli teqnikiT, vi-
deoTamaSebiTa da CD-ROM-ebiT);
■ Disney-s sacalo maRaziaTa qseli _ Disney-s saqonliT movaWre 660 sacalo maRazia;
■ Disney-s sakruizo kompania.
STambeWdavi CamonaTvalia! Disney-i am mravalferovani biznesebis portfe-
lis marTviT realur monstr korporaciad iqca. wlebis ganmavlobaSi Disney-s
gasarTobi parkebisa da saojaxo filmebis saqmianoba gasaocari warmatebiT
sargeblobs, miuxedavad bolodroindeli mogzaurobebis intensivobis klebisa,
rac ekonomikis garkveulma daqveiTebam da terorizmis gaZlierebulma SiSma
gamoiwvia. 1980-iani wlebis meore naxevarSi Disney-s vaWroba da mogeba izrde-
boda. yovelwliurad, misi wliuri Semosavali saSualod 23%-iT matulobda,
wminda mogeba _ 50%-iT. korporacia, axla, ufro kompleqsuri ganviTarebisa da
Semosavlebis zrdisaTvis ibrZvis. ukanaskneli xuTi wlis ganmavlobaSi
Disney-s vaWroba, wliurad, mxolod 3%-iT gaizarda, wminda mogeba weliwadSi ki
_ 23%-iT.
amrigad, Disney-s SemTxvevaSi, ufro didi da mravalferovani biznesi
ukeTesi namdvilad ar aRmoCnda. bevri kritikosis mtkicebiT, Disney metad didi
da mravalferovani gaxda da Zalian daSorda im mTavar Zalas, romlis
saSualebiT igi wlebis ganmavlobaSi warmatebas aRwevda. sxvebis azriT ki,
amgvari mravalferovneba Semosavlis xangrZlivi zrdis aucilebeli pirobaa.
erTi ram cxadia – axali `jadosnuri samefosaTvis~ biznesis zusti nazavis
Seqmna arcTu ise advilia. saxelganTqmuli `jadosnuri samefos~ TanxlebiT,
Tanamedrove Disney-s istoriis bednier gagrZelebas ostaturi strategiuli
dagegmva dasWirdeba.1
marketinguli strategia da marketinguli programebi ufro farTo, mTeli kom-
paniis strategiuli gegmis konteqstSi xorcieldeba. imisaTvis, rom
organizaciaSi marketingis roli ganisazRvros, pirvel rigSi, unda
ganisazRvros mTeli kompaniis strategiuli dagegmvis procesi. Disney-s
msgavsad, yvela kompaniam Sors unda gaixedos da Camoayalibos grZelvadiani
strategia, romliTac upasuxebs industriaSi ganviTarebul cvalebad proce-
sebs da organizaciis xangrZliv arsebobas uzrunvelyofs.

29. 52 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
am TavSi, pirvel rigSi, mimovixilavT mTeli organizaciis strategiuli
dagegmvis process. Semdeg ganvixilavT, Tu rogor muSaoben marketologebi
sxvebTan erTad rogorc kompaniis SigniT, aseve mis gareT. dabolos,
ganvixilavT marketingis strategiasa da dagegmvas – rogor irCeven marke-
tologebi miznobriv bazars, rogor axdenen marketinguli SeTavazebis pozi-
cionirebas da rogor axorcieleben marketinguli kompleqsis programebs.
■❚ mmTTeellii kkoommppaanniiiiss ssttrraatteeggiiuullii ggeeggmmaa::
mmaarrkkeettiinnggiiss rroolliiss ggaannssaazzRRvvrraa
strategiuli dagegmva aris mTeli kompaniis strategiis SerCevis rTuli pro-
cesi. TiToeulma kompaniam unda gansazRvros TamaSis wesebi, romlebic mis
specifikur mdgomareobas, miznebsa da resursebs saukeTesod Seesabameba.
swored amazea fokusirebuli ssttrraatteeggiiuullii ddaaggeeggmmvvaa – procesi, romelic
gulisxmobs kompaniis miznebisa da resursebis strategiul Tanxvedras kom-
paniis cvalebad garemosTan.
strategiuli dagegmva yovelwliuri da grZelvadiani gegmebis Sedgenas
aZlevs dasabams. yovelwliuri da grZelvadiani gegma orientirebulia kom-
paniis moqmed biznesebze da maT ganviTarebaze, xolo strategiuli gegma
cvalebad garemoSi arsebuli SesaZleblobebis gamoyenebaze.
korporaciul doneze, kompania strategiuli dagegmvis process saerTo
misiis gansazRvriT iwyebs. (ix. suraTi 2.1). Semdeg, misiidan gamomdinare
miznebis Camoyalibeba da maTi saSualebiT kompaniis muSaobis marTva xor-
cieldeba. Sesabamisad, xelmZRvaneloba arCevs, Tu rogori biznes-portfeli
Seesabameba kompaniis miznebis miRwevas. SemdgomSi, kompaniebi adgenen detalur
marketingis da sxva departamentebis gegmebs, romlebic xels uwyoben mTeli
kompaniis gegmis ganxorcielebas. amgvarad, marketinguli dagegmva xdeba
biznes-erTeulis, produqtisa da bazris doneze.2
bbaazzaarrzzee oorriieennttiirreebbuullii mmiissiiiiss ggaannssaazzRRvvrreebbaa
TiToeul organizacias raRacis miRweva unda. Tavidan mas mkafio misia
amoZravebs. magram droTa ganmavlobaSi organizaciis zrdam, produqtebis
matebam, axal bazrebze gasvlam an axal garemo pirobebTan dapirispirebam
SesaZloa misia CrdilSi moaqcios. rodesac xelmZRvaneloba amCnevs, rom
organizacia TandaTan anelebs muSaobis temps,man unda ganaaxlos misiis Zieba.
droa, daisvas kiTxva: ra aris Cveni biznesi? vin aris momxmarebeli? ras
afasebs momxmarebeli? rogori unda iyos Cveni biznesi? yvelaze metad
kompaniebs, am TiTqosda advil kiTxvebze, pasuxis gacema uWirT. warmatebuli
kompaniebi ganuwyvetliv svamen msgavs SekiTxvebs da maTze pasuxebic
amomwuravi aqvT.
am pasuxebis gasacemad bevri organizacia adgens formalur misias –
mmiissiiiiss ggaannaaccxxaaddss. misiis ganacxadi aris organizaciis arsis ganacxadi _ anu
risi ganxorcieleba surs mas globalur garemoSi. naTlad gamokveTili misia
`uxilavi xelis~ rols asrulebs, romlis saSualebiT mimarTuleba eZleva
organizaciis TanamSromelTa saqmianobas.
zogierTi kompania misias pirdapir ukavSirebs Tavis produqtsa Tu
teqnologias (`Cven vamzadebT da vyidiT avejs~ an `Cven varT qimiur-naerTTa
gadamamuSavebeli firma~). magram misia bazarze orientirebuli da myidvelTa
moTxovnilebis Sesabamisi unda iyos. SeiZleba produqti an teqnologia
sabolood moZveldes, magram ZiriTadi sabazro moTxovnilebebi ucvleli
rCeba.
ssttrraatteeggiiuullii
ddaaggeeggmmvvaa (Strategic
planning)
procesi, romelic
gulisxmobs kom-
paniis miznebisa da
resursebis strate-
giul Tanxvedras
kompaniis cvalebad
garemosTan. es
gulisxmobs kom-
paniis misiis,
miznebis, biznes-
portfelis Seqmnasa
da funqciuri
strategiebis koor-
dinirebas.
ssuurraaTTii 22..11
strategiuli
dagegmvis safexurebi
mmiissiiiiss ggaannaaccxxaaddii
(Mission statement)
organizaciis arsis
ganacxadi _ anu risi
ganxorcieleba surs
mas globalur
garemoSi.

30. ccxxrriillii 22..11 bbaazzaarrzzee oorriieennttiirreebbuullii bbiizznneessiiss ggaannssaazzRRvvrreebbeebbii
kkoommppaanniiaa pprroodduuqqttzzee oorriieennttiirreebbuullii bbaazzaarrzzee oorriieennttiirreebbuullii bbiizznneessiiss ggaannssaazzRRvvrreebbaa
bbiizznneessiiss ggaannssaazzRRvvrreebbaa
Amazon.com Cven vyidiT wignebs, videos, kompaqt- CvenTan internetiT Sesyidva swrafi, advili da saxa-
diskebs, samomxmareblo eleqtronikas, lisoa. es aris adgili, sadac internetis saSuale-
aRWurvilobas, saojaxo nivTebs da biT SegiZliaT Tqveni survilisamebr aRmoaCinoT
sxva produqcias. nebismieri ram da SeiZinoT igi.
America Online uzrunvelvyofT internetiT momsaxurebas. Cven myidvelebs vakavSirebT erTmaneTTan da
msofliosTan.
Disney vxelmZRvanelobT Tematur parkebs. Cven vqmniT fantaziebs _ adgils, sadac amerika
isev ise cxovrobs, rogorc unda cxovrobdes.
eBay vatarebT auqcionebs internetis Cven vakavSirebT individualur myidvelsa da
saSualebiT. gamyidvels msoflio internet-bazarze, unikaluri
veb-sazogadoeba, sadac maT aqvT saSualeba,
gaerTon, gaicnon erTmaneTi da SeiZinon
sasurveli nivTebi.
Home Depot vyidiT xelsawyoebs saxlis SekeTebisa rCevebi da problemaTa gadaWra, romlebic ojaxis
da pirobebis gaumjobesebisaTvis. wevrebs xelmarjve ostatebad aqcevs.
Nike Cven vyidiT fexsacmels. Cven vexmarebiT xalxs, ganicadon gamarjvebis,
Sejibrebisa da konkurentTa daZlevis emocia.
Revlon vawarmoebT kosmetikas. Cven vyidiT cxovrebis stilsa da STabeWdilebebs,
warmatebasa da statuss; xsovnas,imedebsa da ocnebebs.
Ritz-Carlton Hotels vaqiravebT oTaxebs. Cven vqmniT Ritz-Carlton-is STabeWdilebebs -
rac axalisebs grZnobebs, uzrunvelyofs keTil-
dReobas da Cveni stumrebisaTvis warmoudgenel
ocnebebsa da saWiroebebsac ki realobad aqcevs.
Wal-Mart Cven vflobT Camofasebuli saqonlis yovelTvis dabali fasebi.
maRaziebs
TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 53
bazarze orientirebuli misiis ganacxadi gansazRvravs bizness imis
mixedviT, Tu romel myidvelTa ZiriTad moTxovnilebebs akmayofilebs igi.
magaliTad, Charles Schwab mxolod brokeruli firma ki ara, `momxmareblis
finansuri fantaziebis damcvelic~ aris. At Hill’s Pet Nutrition _ `Cveni misiaa, xalx-
isa da maTi Sinauri cxovelebis gansakuTrebuli urTierTobis gamdidreba da
gaRrmaveba~. aseve, eBay-s misia ubralod onlain auqcionebis warmoeba rodia.
piriqiT, igi `msoflios onlain bazarze~ individualur myidvelsa da gamyid-
vels akavSirebs. misi misiis ganacxadSi weria, rom eBay qmnis unikalur veb-
sazogadoebas, sadac xalxs Sesyidvis, garTobisa da erTmaneTis gacnobis
saSualeba eZlevaT. cxrili 2.1 gviCvenebs produqtsa da bazarze orientire-
buli misiis ganacxadebis ramdenime magaliTs.
kompaniis menejmentma Tavi unda aaridos rogorc Zalian vrceli, aseve
Zalian mokle misiis Sedgenas. vrceli misiis magaliTia fanqris mewarme,
romelic acxadebs, rom sakomunikacio aRWurvilobis biznesSia. misia unda
iyos realuri. singapuris aviaxazebi isev sakuTar Tavs Seiyvans SecdomaSi, Tu
misiad msoflios udidesi aviaxazis titulis mopovebas daisaxavs. misia
agreTve unda iyos konkretuli. bevri misia sazogadoebrivi urTierTo-
bebisTvis aris gamiznuli, amitom moklebulia konkretikas. Zalian xSirad kom-
paniebis misia am sasacilo versiis msgavsia:
mzad varT, vemsaxuroT kulturisa da sazogadoebis cxovrebis
gaumjobesebas yvelgan. Cven vemsaxurebiT yvelas sqesis, asakis, seqsu-
aluri orientaciis, religiis an unarSezRudulobis miuxedavad,
iqnebian eseni momxmareblebi, TanamSromlebi Tu aqcionerebi. umaRle-
si eTikuri standartebis integrirebiT, gamWvirvale da axali idee-
bisadmi mzadyofnis politikis wyalobiT, Cven uzrunvelvyofT
gansazRvrul Sedegebs msoflioSi. . .3

31. ■ misiis ganacxadi: gogona skautebis misiaa: `sadac gogonebi Zlier pirovnebebad yalibdebian~.
54 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
amgvari misia momxibvlelia, magram naklebad realuri da konkretulia.
misia unda iyos garemos Sesabamisi. `axalgazrda gogonebis momzadeba
dedobisa da saojaxo movaleobebis Sesasruleblad~ _ Girl Scouts of America-s es
Zveli misia dRevandel garemoSi namdvilad ar iqneba warmatebis momtani. dRes
Semdegi misiaa saWiro: `sadac gogonebi Zlier pirovnebebad yalibdebian~.
organizaciam misia gansakuTrebul kompetenturobaze unda daafuZnos. ra Tqma
unda, McDonald’s-s SeeZlo mzis energiis biznesi wamoewyo, magram igi ver
gamoiyenebda Tavis Zlier mxares – ZiriTad kompetencias, rac mdgomareobs
SemdegSi: momxmarebelTa farTo masebisTvis dabalfasiani sakvebisa da swrafi
momsaxurebis uzrunvelyofa.
dabolos,misiis ganacxadi unda iyos motivaciis Semqmneli. kompaniis misia
vaWrobisa da mogebis gazrdas ar unda efuZnebodes, mogeba _ es aris jildo
sasargeblo saqmianobisTvis. kompaniis TanamSromeli unda grZnobdes, rom misi
saqme mniSvnelovania da is xalxis keTildReobas emsaxureba. magaliTad, Walt
Disney-s kompaniis misia aris `xalxs mianiWos bedniereba~. Celestrial Seasonings-is
ki `sasargeblo da naturaluri produqtis Seqmna da realizacia, romelic
kvebavs sxeuls da aRafrens suls~.4
kkoommppaanniiiiss mmiizznneebbiissaa ddaa aammooccaanneebbiiss ddaassaaxxvvaa
kompaniis misiidan gamomdinare, detaluri miznebis dasaxva unda moxdes menej-
mentis TiToeuli rgolisaTvis. menejers unda hqondes mizani, romlis
ganxorcielebisTvis unda iRwvodes. magaliTad, kompania Monsanto mraval
biznesSia CarTuli, maT Soris soflis meurneobis, farmaciisa da sakvebi pro-
duqtebis. kompaniis misiaa `uxvi mosavalisa da jansaRi garemos Seqmna~. sxva
sityvebiT rom vTqvaT, igi msoflios mosaxleobis gamokvebasTan erTad, gare-
mozec zrunavs.
es misia miznebis mTel ierarqias moicavs, maT Soris aris rogorc mTlian
biznesTan dakavSirebuli miznebi, aseve marketinguli miznebic. Monsanto-s
mTavari mizania myidvelTan momgebiani urTierTobis Camoyalibeba, ekologiu-
rad sufTa produqtis Seqmnisa da bazarze dabal fasad gatanis xarjze. kom-
paniis soflis meurneobis qveganayofis mizani ki aris sameurneo produqtiu-
lobis gazrda da qimiuri dabinZurebis Semcireba. am miznis miRweva xorblis
iseTi axali jiSis gamoyvaniT aris SesaZlebeli, romelic mwerebisa da avad-
myofobebis Semotevas yovelgvari qimiuri damuSavebis gareSe gauZlebs. magram
aseTi kvlevebis Catareba sakmaod did TanxebTan aris dakavSirebuli.

32. bbiizznneess--ppoorrttffeellii
(Business portfolio)
biznesebisa da pro-
duqtebis erTob-
lioba, romelic kom-
panias warmoadgens.
TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 55
Sesabamisad, Monsanto miznad isaxavs mogebis gazrdas, raTa uzrunvelyos
kvleviTi samuSaoebi. arsebobs mogebis gazrdis ori gza: gayidvebis moculo-
bis gafarToeba an xarjebis Semcireba. gayidvebi SeiZleba gaizardos im
SemTxvevaSi, Tu kompania aSS-s bazarze moipovebs ufro did bazris wils an
produqcias sazRvargareTis bazarze gaitans, an orives erTad gaakeTebs.
zemoT CamoTvlilma miznebma kompaniis mimdinare marketinguli miznebis saxe
unda miiRon.
Monsanto-s, aSS-s bazarze, Tavisi wilis gazrda SeuZlia produqtis xelmi-
sawvdomobisa da stimulirebis gazrdiT. xolo axal bazarze gasvlisaTvis ki
kompanias SeuZlia fasebis Semcireba da sazRvargareTis did fermebTan
urTierTobis Camoyalibeba. ase SeiZleba gamoiyurebodes zogadi marketinguli
strategia, romelic, mogvianebiT, detalurad unda ganisazRvros. magaliTad,
produqtis stimulirebisaTvis ufro meti gamyidvelia saWiro da sareklamo
kampaniaa Casatarebeli. saboloo safexuri aris am ori qmedebis ganmarteba.
daaxloebiT ase xdeba kompaniis misiidan samoqmedo miznebis Camoyalibeba.
bbiizznneess--ppoorrttffeelliiss SSeeddggeennaa
kompaniis misiisa da miznebis gansazRvris Semdeg menejmentma unda Seadginos
kompaniis bbiizznneess--ppoorrttffeellii _ biznesebisa da produqtebis erToblioba,
romelic kompanias warmoadgens. saukeTeso biznes-portfeli kompaniis sust
da Zlier mxareebs idealurad usadagebs garemo pirobebs. Bbiznes-portfelis
dagegmva or safexurs moicavs. pirveli _ kompaniam Tavisi mimdinare biznes-
portfelis analizi unda gaakeTos da gadawyvitos, Tu romel biznesSi ram-
deni da rogori investicia ganaxorcielos; meore _ zrdisa da gamoxSirvis
strategiebis ganviTarebiT momavali biznes-portfeli Seadginos.
mmiimmddiinnaarree bbiizznneess--ppoorrttffeelliiss aannaalliizzii.. strategiuli dagegmvis procesis
ZiriTadi qmedeba aris bbiizznneess--ppoorrttffeelliiss aannaalliizzii, sadac xelmZRvaneloba kom-
paniis arsebul biznesebsa da produqtebs afasebs. amis Sedegad kompania
sakuTar Zlier resursebs ganaTavsebs ufro momgebian biznesebSi, xolo
darCenil resursebs gadaanawilebs mizanSewonilobis mixedviT sxva saqmi-
anobebze.
pirvel rigSi, xelmZRvanelobam kompaniis Semadgeneli ZiriTadi biznesebi
unda gansazRvros. aseT biznesebs SeiZleba ewodos strategiuli biznes-
erTeuli. ssttrraatteeggiiuullii bbiizznneess--eerrTTeeuullii ((ssbbee)) aris kompaniis danayofi, romel-
sac aqvs sakuTari misia da miznebi, romlis saqmianobac SesaZloa kompaniis
sxva biznesisgan damoukideblad daigegmos. sbe SesaZloa iyos calke kompania,
produqciis seria an, zogierT SemTxvevaSi, calke produqti an brendi.
biznes-portfelis analizis Semdgomi safexuri gulisxmobs sxvadasxva
sbe-is produqtiulobis gansazRvras da TiToeulisaTvis Sesaferisi
mxardaWeris uzrunvelyofas. ZiriTadad, produqciisa da biznesis im
mimarTulebiT gafarToebaa mizanSewonili, romelic firmis kompetenciasa da
ZiriTad miznebs Seesabameba.
strategiuli dagegmvis mizani aris im xelsayreli garemo pirobebis
aRmoCena,sadac kompania SeZlebs Tavisi Zlieri mxareebis idealur gamoyenebas.
amgvarad, portfelis analizis yvelaze standartuli meTodi warmoadgens sbe-s
Sefasebas ori maxasiaTebliT _ ramdenad momxibvlelia sbe-s bazari an indus-
tria da ramdenad myaria misi pozicia am bazarze an industriaSi. biznes-port-
felis dagegmvis yvelaze cnobili meTodi ekuTvnis bostonis sakonsultacio
jgufs, romelic aris erT-erTi wamyvani sakonsultacio firma.
bboossttoonniiss ssaakkoonnssuullttaacciioo jjgguuffiiss mmiiddggoommaa.. bostonis sakonsultacio jgu-
fis meTodis gamoyenebiT kompania Tavis sbe-s axarisxebs bbaazzrriiss zzrrddiissaa ddaa
bbaazzrriiss wwiilliiss mmaattrriicciiss mixedviT,romelic mocemulia 2.2 suraTze. vertikalur
RerZze gadazomilia bazris zrdis koeficienti, romelic gansazRvravs bazris
mimzidvelobas. xolo horizontaluri RerZze fardobiTi sabazro wili,
romelic gansazRvravs kompaniis siZlieres mocemul bazarze. bazris zrdisa
da bazris wilis matrica gansazRvravs oTxi tipis sbe-s.
vvaarrsskkvvllaavveebbii.. varskvlavebi warmoadgenen bazris maRali zrdis temp-
isa da maRali fardobiTi bazris wilis mqone biznesebs an produqtebs.
ppoorrttffeelliiss aannaalliizzii
(Portfolio analysis)
saSualeba, romli-
Tac menejmenti kom-
paniis sxvadasxva
biznes-saqmianobas
sazRvravs da
afasebs.
ssttrraatteeggiiuullii bbiizznneess--
eerrTTeeuullii (Strategic
Business Unit)
kompaniis danayofi,
romelsac aqvs
sakuTari misia da
miznebi, romlis
saqmianobac
SesaZloa kompaniis
sxva biznesisgan
damoukideblad
daigegmos.
bbaazzrriiss zzrrddiissaa ddaa
bbaazzrriiss wwiilliiss
mmaattrriiccaa
(Growth–share matrix)
portfelis dageg-
mvis meTodi, romlis
drosac kompaniis
strategiuli biznes-
erTeulebi bazris
zrdis tempisa da
fardobiTi sabazro
wilis mixedviT fas-
debian. sbe-is klasi-
fikacia xdeba oTxi
tipis mixedviT,
romelTa pirobiTi
saxelebia: vars-
kvlavebi, mewveli
Zroxebi, kiTxvis
niSnebi da ZaRlebi.

33. 56 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
maT, xSirad, Zlieri investicia sWirdebaT, raTa dafinansdes swrafi
zrdis tempi. sabolood, zrda Cerdeba da isini mewvel Zroxebad iqcevian.
mmeewwvveellii ZZrrooxxeebbii.. mewveli Zroxebi arian dabali zrdis tempisa da
maRali wilis mqone biznesebi an produqtebi. am damkvidrebuli da war-
matebuli sbe-is bazris wilis SenarCuneba nakleb investicias moiTxovs.
amdenad, maTi saSualebiT kompania sakmaod did Semosavals iRebs,
romelic gadasaxadebis gadaxdasa da sxva sbe-is saqmianobaSi investire-
bas xmardeba.
kkiiTTxxvviiss nniiSSnneebbii.. kiTxvis niSnebi arian dabalwilobrivi maCveneblis
biznes-erTeulebi swrafad mzard bazarze. maTi bazris wilis SenarCu-
neba sakmaod did Tanxas moiTxovs. xelmZRvaneloba kargad unda dafiq-
rdes, romeli kiTxvis niSani unda gardaqmnas varskvlavad da romeli
daxuros.
ZZaaRRlleebbii.. ZaRlebi arian bazris dabali zrdis tempisa da bazris
dabali fardobiTi wilis mqone biznesebi an produqtebi. SesaZlebelia,
am biznesebidan Semovides sakmarisi Semosavali, raTa gadaifaros xar-
jebi, Tumca ar aris didi fuladi saxsrebis momtani.
2.2 suraTze gamosaxul bazris zrdisa da bazris wilis matricaSi
naCvenebi 10 wre, kompaniis 10 mimdinare sbe-s warmoadgens. kompanias gaaCnia ori
varskvlavi, ori mewveli Zroxa, sami kiTxvis niSani da sami ZaRli. wreebis
farTobi sbe-is gayidvebis moculobis proporciulia. am kompanias nor-
maluri mdgomareoba aqvs. mas surs, rom investicia Cados imedis momcem
kiTxvis niSnebSi, rom mogvianebiT isini varskvlavebad aqcios da
varskvlavebSi,rom mogvianebiT isini mewvel Zroxebad gadaiqcnen. sabednierod,
kompanias aqvs ori kargi zomis mewveli Zroxa. am mewveli Zroxebidan
miRebuli SemosavliT kompaniis kiTxvis niSnebis, varskvlavebisa da ZaRlebis
dafinanseba moxdeba. rac Seexeba ZaRlebsa da kiTxvis niSnebs, am SemTxvevaSi
kompanias gabeduli nabijebis gadadgma mouwevs. suraTi bevrad mZime iqneba im
SemTxvevaSi, Tu kompaniis SemadgenlobaSi saerTod ar iqneba varskvlavebi,
iqneba Zalian bevri ZaRli da mxolod erTi, mcire zomis mewveli Zroxa.
mas Semdeg, rac kompania sbe-is klasifikacias moaxdens, man TiToeulis
samomavlo roli unda gadawyvitos. kompanias, TiToeuli sbe-saTvis, oTxi
strategiidan erT-erTis gamoyeneba SeuZlia. kompanias SeuZlia didi investi-
cia Cados biznes-erTeulSi im mizniT, rom man bazris wili moixveWos. zomieri
investiciiT kompania sbe-s bazris wils unarCunebs. kompanias SeuZlia
gamoiyenos akrebis strategia, rodesac cdilobs maqsimaluri fulis nakadi
miiRos sbe-dan, imisda miuxedavad,Tu ra grZelvadiani efeqti eqneba am strate-
gias. dabolos, kompanias SeuZlia ganadgurebis strategiis gamoyeneba anu sbe
gayidos an xmarebidan amoiRos.
droTa ganmavlobaSi,sbe-ebi bazris zrdisa da wilis matricaze pozicias
icvlian. TiToeul sbe-s sasicocxlo cikli gaaCnia. bevri kiTxvis niSniT
iwyebs da,warmatebis SemTxvevaSi,varskvlavis kategoriaSi gadadis. mogvinebiT,
ssuurraaTTii 22..22
bostonis sakonsultacio
jgufis bazris zrdisa da
wilis matrica

34. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 57
bazris zrdis tempis SemcirebasTan erTad, isini mewveli Zroxis kategoriaSi
gadadian, Semdeg ki saerTod wyveten arsebobas an, sasicocxlo ciklis dasas-
rulamde, ZaRlis kategoriaSi ikaveben adgils. kompaniam ganuwyvetliv unda
waradginos bazarze axali produqtebi da xsenebuli sbe-ebi, raTa zogierTi
maTgani moxvdes `varskvlavis~ niSnis kategoriaSi da sabolood romelime
maTgani gaxdes `mewveli Zroxa~, isini ki Tavis mxriv ukve SeZleben axali sbe-
ebis dafinansebaSi daxmarebis gawevas.
mmaattrriiccuull mmiiddggoommaassTTaann ddaakkaavvSSiirreebbuullii pprroobblleemmeebbii.. bostonis sakonsultacio
jgufisa da sxva formalurma meTodebma gadamwyveti roli iTamaSa strate-
giul dagegmvaSi, Tumca arc es ukanasknelni arian unaklo. maTi danergva did
drosa da xarjebs saWiroebs da gansaxorcieleblad arcTu ise advilia.
xelmZRvanelobisaTvis SesaZloa sakmaod rTuli aRmoCndes sbe-is gansazRvra
da fardobiTi bazris wilisa da bazris zrdis tempis Sefaseba. amas garda, es
midgoma mimdinare biznesis klasifikacias gulisxmobs, magram samomavlo
dagegmvisaTvis ki naklebi mniSvnelobis matarebelia.
formaluri dagegmvis midgomam SesaZloa bazris wilis zrdas an axal
bazrebze gasvlas zedmetad didi mniSvneloba mianiWos. msgavsi midgomis gamo,
bevrma kompaniam axali biznesi wamoiwyo da Semdeg ki, ucodinrobis gamo, ver
SeZlo misi marTva, rac sakmaod savalalo SedegiT damTavrda. am kompaniebma
sakmaod swrafad gayides, `mowveles~ an gaanadgures jansaRi biznesebi. amis
Sedegad, bevri kompania, romlebmac warsulSi TavianTi samoqmedo areali
Zalian gaafarToves, axla interesebis sferos TandaTan amcirebs da im erT an
ramdenime samewarmeo saqmianobas ubrundeba,romelsac yvelaze kargad marTavs.
msgavsi problemebis gamo, bevrma kompaniam uari Tqva matricis formalur
meTodze da ufro morgebuli saxeSecvlili midgomis gamoyeneba daiwyo. adre
strategiuli dagegmvis procesi, umeteswilad, mxolod menejmentis umaRlesi
rgolis xelSi iyo, axla ki es procesi decentralizebulia. dResdReisobiT,
kompaniebi strategiul dagegmvaze pasuxismgeblobas ufro metad kompaniis
funqciaTaSoris gundebs akisreben. zogierTi aseTi gundis SemadgenlobaSi
Sedian momxmareblebi da mommarageblebis warmomadgenlebic ki.5
zzrrddiissaa ddaa ggaammooxxSSiirrvviiss ssttrraatteeggiieebbii.. kompania arsebuli biznesebisa da pro-
duqtebis Sefasebis garda, gegmavs momavali biznesebis portfels. `zrda _ es
aris sufTa Jangbadi~, _ ganacxada erT-erTma aRmasrulebelma direqtorma, _
`igi qmnis sicocxlisunarian, enTuziazmiT savse korporacias, sadac xalxi
WeSmarit momavals xedavs~. Tumca, firma frTxilad unda iyos, rom ubralo
zrda miznad ar eqces _ kompaniam miznad `momgebiani zrda unda daisaxos~.
marketingi pasuxismgebelia kompaniis momgebian zrdaze. misi meSveobiT
xdeba sabazro SesaZleblobebis identificireba, Sefaseba da SerCeva da maT
misaRwevad strategiebis dagegmva. zrdis SesaZleblobebis aRmoCenis erT-erTi
saSualeba aris pprroodduuqqtt//bbaazzrriiss eeqqssppaannssiiiiss mmaattrriicciiss gamoyeneba (ixileT
suraTi 2.3).6
pirvel rigSi, Starbucks-is xelmZRvaneloba albaT gansazRvravda, SeZlebda
Tu ara, produqtis Seucvlelad, arsebul myidvelze meti produqtis miyidvas.
am strategias ewodeba bbaazzaarrzzee SSeeRRwweevvaa.. arsebul bazarze, meti myidvelisaTvis
produqtis xelmisawvdomobis gazrda SesaZlebelia axali maRaziebis gaxsniT.
faqtobrivad, Starbucks-i kviraSi saSualod 23 maRazias xsnis, weliwadSi ki 52
kviraa. gaumjobesebuli sareklamo kampania, fasebi, momsaxureba, meniu an
maRaziis dizaini myidvels aiZulebs xSirad estumros maRazias, TiToeuli
vizitis dros didxans darCes da/an meti SeiZinos. magaliTad,Starbucks-ma Tavisi
pprroodduuqqtt//bbaazzrriiss
eeqqssppaannssiiiiss mmaattrriiccaa
(Product/market
expansion grid)
portfelis dageg-
mvis saSualeba, rome-
lic exmareba kompa-
nias amoicnos
kompaniis zrdis
SesaZleblobebi
bazarze SeRwevis,
bazris ganviTare-
bis, produqtis ganvi-
Tarebisa da diversi-
fikaciis strategiebis
saSualebiT.
ssuurraaTTii 22..33
produqt/bazris
eqspansiis matrica
bbaazzaarrzzee SSeeRRwweevvaa
(Market penetration)
kompaniis zrdis
strategiidan erT-
erTi, romelic
gulisxmobs arsebul
bazarze gayidvis
maCveneblis zrdas
produqtebis
Secvlis gareSe.

35. 58 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
Starbucks--iiss yyaavvaa:: aaddggiillii,, ssaaddaacc mmaarrTTllaacc rroomm yyvveellaaffeerrii ccooccxxllddeebbaa
imisaTvis, rom SeenarCunebina Tavisi warmateba Starbucks-ma ambiciuri,
mravlismomcveli zrdis strategia SeimuSava.
2.1
davubrundeT 1983 wels, rodesac
hovard Sulcma amerikaSi evropuli
stilis yavaxanis praqtika danerga.
misi azriT, xalxs SedarebiT ufro
wynari cxovrebiseuli ritmi sWir-
deboda – `SeigrZnon yavis surneli
da cxovrebiT odnav ufro metad
datkbnen~. amas, Sedegad, mohyva
Starbucks-is yavaxanebis mTeli qselis
ganviTareba, ramac dasabami misca
yavaxanebis modas amerikaSi.
Starbucks-i mxolod yavas ki ara,
Starbucks-is STabeWdilebebsac yidis.
Starbucks-is erT-erTi aRmasruleblis
TqmiT, `Cveni biznesi _ es sulis av-
sebis da ara kuWis avsebis biznesia~.
xolo meore ki ambobs: `Cven Sev-
cvaleT xalxis cxovrebis stili.~
Starbucks-i dRes ukve Zlieri, pres-
tiJuli brendia im produqtis kate-
goriaSi, romelic erT dros iaffa-
sian, farTo moxmarebis saqonlad
iTvleboda. brendis gamococxle-
basTan erTad, Starbucks-is vaWrobisa
da Semosavlis donec orTqlisebu-
rad avarda. mTels msoflioSi yo-
vel kviras kompaniis 5900-ze met sa-
vaWro adgils 20 milioni momxmare-
beli stumrobs. ukanaskneli 5 wlis
ganmavlobaSi Starbucks-is gayidvebi
da mogeba sammagdeba. bolo aTw-
leulSi misi aqciis fasi 2200 pro-
centiT gaizarda, rac iseTi cnobili
firmebis, rogorebicaa Wal-Mart-i,
General Electrcs-i, Coca-Cola, Microsoft-i da
IBM, maCveneblebs mniSvnelovnad
aWarbebs.
Starbucks-is sawyisi warmateba da-
fuZnebuli iyo mibaZvelobaze pir-
dapiri konkurentebis (magaliTad,
Caribou-s yavaxana) da swrafi kvebis
movaWreebis. 1990 wlis dasawyisSi
amerikis SeerTebul StatebSi yavis
mxolod 200 saxli iyo. dRes ki maTi
raodenoba ukve 14000 aWarbebs. imi-
saTvis, rom SeenarCunebina Tavisi
warmateba, Starbucks-ma ambiciuri, mrav-
lismomcveli zrdis strategia Sei-
muSava. modiT, ganvixiloT am strate-
giis ZiriTadi Semadgeneli ele-
mentebi:
ufro meti yavis saxlebi:
Starbucks-is Semosavlis 85% misi
yavis saxlebidan Semodis. gasak-
viri arc aris, rom Starbucks-i axal
wertilebs aseTi siswrafiT xsnis.
Svidi wlis win Starbucks-s mxolod
1015 yavis saxli hqonda, rac mxo-
lod gasul wels gaxsnilze 200-
iT naklebia. misi strategia yvel-
gan Starbucks-is yavaxanis gaxsnaa.
sietlSi yovel 9400 adamianze mo-
dis erTi Starbucks-is saxli, manhe-
tenze ki yovel 12000-ze. CikagoSi
mxolod sam kvartalSi Starbucks-is
eqvsi yavis saxlia ganTavsebuli.
aqtiurad, erTmaneTTan ase mWid-
rod ganlagebul savaWro cent-
rebs erTi satiruli gamonaTqvami
mieZRvna: `Starbucks-is vestibiulSi
kidev erTi, axali Starbucks-i ixs-
neba.~ Starbucks-is maRaziebi TiTqos
yvelganaa, magram jer kidev bevri
adgilia, sadac is jer ar gaxs-
nila. rac ar unda gasakviri iyos,
SeerTebuli Statebis 8 StatSi
ar aris arc erTi misi filiali.
Starbucks-is strategiis mixedviT,
2005 wlisaTvis msoflioSi, sul
mcire, 10000 filiali iqneba mimo-
fantuli, xolo sabolood ki maTi
ricxvi 25000-mde unda gaizardos.
axali maRaziebis gaxsnasTan
erTad, Starbucks axal produqtebs
amatebs, ris gamoc momxmarebeli
yavis saxlebis umetes nawilSi swrafi, ukabelo internet-momsaxureba danerga;
axlaxan ki kompaniam sadebito baraTi SemoiRo, romliTac momxmarebels
SeuZlia winaswar gadaixados yavisa da sauzmis safasuri an daasaCuqros
Starbucks-is nawarmiT ojaxis wevrebi da axloblebi.7 ZiriTadad, Starbucks-s surs
arsebul momxmarebelze gavlenis gazrda da konkurenti firmebis myidvelebis
mizidva.
Starbucks-is xelmZRvanelobam SeiZleba gamoiyenos bbaazzrriiss ggaannvviiTTaarreebbiiss
strategia – arsebuli produqtiT axal bazrebze gasvla. magaliTad, mene-
jerebs SeuZliaT axali demografiuli bazris _ axali eTnikuri jgufis
mizidva. dRes Starbucks-i swrafad vrceldeba aSS-Si, gansakuTrebiT ki samxreT-
bbaazzrriiss ggaannvviiTTaarreebbaa
(Market development)
kompaniis zrdis
oTxi strategiidan
erT-erTi, romlis
drosac kompania
arsebuli
produqtiT axal
bazrebze gadis.

36. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 59
ufro xSirad Sedis mis maRazieb-
Si, ufro didi xniT rCeba iq da
ufro met SenaZensac akeTebs. misi
savse meniu dRes ukve cxel sauz-
misa da sadilis sendviCebs moi-
cavs, es ki momxmarebelTa raode-
nobaze mniSvnelovnad moqmedebs.
kompaniam yvelaferi scada, dawye-
buli Kripsy Kreme-is funTuSebiT da
Fresh Fields-is umaRlesi xarisxis
sendviCebiT, berZnuli pastis sa-
laTiTa da CifsebiT damTavrebu-
li. momxmarebelTa mizidvis miz-
niT, axla Starbucks-is bevr maRazia-
Si ukve swrafi, ukabelo internet-
momsaxureba aris. aRar gaqvT fu-
li? mere ra! Starbucks-is plasti-
kuri baraTiT es ukve aRar aris
problema. `Starbucks-is maRaziebi
Tqvens safuleSi~, _ gatyobinebT
kompaniis veb-gverdi. da sanam am
gverds stumrobT, saxlSi gamoi-
yoleT Starbucks-is musikaluri dis-
kebi, TamaSebi da Starbucks-is yavis
tolCebi.
axali sacalo vaWrobis arxebi:
amerikaSi yavas, ZiriTadad, saca-
lo vaWrobis arxebSi yiduloben
da saxlSi amzadeben. am moTxovnis
xelSi CagdebisaTvis, Starbucks-i
cdilobs, adgili amerikis super-
marketebSic daimkvidros. axal ar-
xSi samoqmedod kompaniam erTob-
livi brendingis xelSekruleba
gaaforma Kraft-Tan. garigebis Ta-
naxmad, Starbucks-i kvlav yavis moxal-
vasa da dafasoebas gaagrZelebs,
xolo Kraft-i mis distribucias mo-
kidebs xels. Kraft-is 3500 realiza-
toris wyalobiT Starbucks 18000
supermarketSi iyideba.
Starbucks-ma, supermarketebis gar-
da, sxva mimzidveli saSualebebiT
waradgina Tavisi brendebi bazar-
ze. magaliTad: amerikis aeropor-
tebSi Starbucks-is kioskebs marTavs
Marriott-i da zogierTi aviaxazi
mgzavrebs Starbucks-is yaviT umaspin-
Zldeba. Westin-isa da Sheraton-is sas-
tumroebis oTaxebSi Starbucks-is
Cais nayens sTavazoben. axlaxan
kompaniam xeli moawera SeTanxme-
bas, romlis mixedviTac yvela
Borders-is wignebis saxlSi da Target-is
univermaRSi Starbucks-is yavis saxli
ganlagdeba. katalogebis saSuale-
biT Starbucks-i agreTve yidis gur-
manul yavas, Cais, saCuqrebsa da
maTTan dakavSirebul saqonels. mi-
si vebgverdi _ Starbucks.com, es aris
`cxovrebiseuli stilis karibWe~,
romlis saSualebiTac igi yidis
Cais, yavas, yavis dasamzadebel
aRWurvilobas, kompaqt-diskebs,
saCuqrebs da sxva nivTebs.
axali produqtebi da yavis sax-
lis koncefciebi: brendis axali
kategoriebis danergvisaTvis
Starbucks-i TanamSromlobs sxvadas-
xva kompaniasTan. magaliTad, imi-
saTvis, rom boTlebSi Camoesxa da
gaeyida Tavisi Frappuccino-sa da
Double Shot Esspresso-s sasmelebi, igi
mourigda PepsiCo-s kompanias.
Starbucks-ma nayini bazarze Dreyer-Tan
erTad gaitana da dRes yavis nayi-
nebSi wamyvani brendia. san-fran-
ciskoSi gaxsna sacdeli yavis sax-
lis koncefcia Circadia _ bohemuri
yavis saxli, Zveleburi xaliCebiT,
swrafi internet-momsaxurebiT,
cocxali musikiTa da yavis teqno-
logiis specialistebiT.
saerTaSoriso zrda: sabolood,
Starbucks-ma Tavisi amerikuli yavis
nayeni msoflios gaacno. 1996 wels
kompania CrdiloeT amerikis gareT
mxolod 11 yavaxanas flobda. 2003
wlisaTvis 30 saerTaSoriso ba-
zarze misi yavis saxlebis ricxvma
1300 miaRwia, maT Soris 440-ze meti
_ iaponiaSi, 300 _ gaerTianebul
samefoSi, 102 _ taivanSi da 90 _
CineTSi. gasul wels ki avstrii-
dan, espaneTidan da saberZneTidan
dawyebuli, indoneziisa da omanis
CaTvliT, Starbucks-ma 400-mde ma-
Razia gaxsna. axla, igi laTinur
da samxreT amerikis bazrebze
gadis, sadac 2005 wlisaTvis 900
maRaziis gaxsnas gegmavs.
miuxedavad imisa, rom Starbucks-is
zrdis strategiam sakmao warmateba
pova, analitikosebi SeSfoTebas
gamoxataven. ra aris cudi Starbucks-is
aseT swraf eqspansiaSi? zogierTi
kritikosi Tvlis, rom kompaniam Se-
saZloa Starbucks-is saxeli zedmetad
mravlismomcveli gaxados. `xalxi
yidulobs yava `lates~ (ix-dis 5.00
dolaramde), radgan igi saukeTeso
produqtad iTvleba~,_ amtkicebs
erT-erTi kritikosi. `gancvifrebuli
rCebi TviTmfrinavSi mgzavrobisas,
rodesac Starbucks-is brendiT gemsax-
urebian~. zogierTi ki SiSobs, rom
aseTi farTo zrdis strategia kom-
paniis resursebs amowuravs an mis
mizans Crdils miayenebs.
magram xalxs swams am kompaniis.
zogierTi Starbucks-sa da McDonald’s-s
Soris saerTo Strixebsac xedavs.
McDonald’s-ma ubralo hamburgeris
wyalobiT warmoudgenel warmatebas
miaRwia. `yuradRebis gamaxvileba
erT produqtze, saerTaSoriso war-
mateba, axal niSaSi mTavar figurad
swrafi damkvidreba. yovelive es
Starbucks-is misamarTiTac SeiZleba
iTqvas~, – ambobs Goldman Sach-is anali-
tikosi stiv kenti. drom SeiZleba
gvaCvenos, aRmoCndeba Tu ara
Starbucks-i morigi McDonald’s-i. yove-
live ki imazea damokidebuli, ramde-
nad kargad SeZlebs kompania am
zrdis marTvas. dRes ki, yvelaferi
marTlac gamococxlebulia, magram,
amasTanave, aucilebelia windaxedu-
lobac.
wwyyaarrooeebbii:: Quotes and other information from Cora
Daniels, “Mr. Coffee,” Fortune, April 14, 2003, pp.
139–140; Nelson D. Schwartz, “Still Perking after All
These Years,” Fortune, May 24, 1999, pp. 203–210;
Stephane Fitch, “Latte Grande, Extra Froth,” Forbes,
March 19, 2001, p. 58; Jacqueline Doherty, “Make It
Decaf,” Barrons, May 20, 2002, pp. 20–21; Stanley
Holmes, “Planet Starbucks: To Keep Up the Growth, It
Must Go Global Quickly,” Business Week, September
9, 2002, pp. 100–110; “Starbucks Corporation,”
Hoover’s Company Profiles, Austin, May 1, 2003; and
information accessed online at www.starbucks.com,
July 2003.
dasavleTisa da samxreT-aRmosavleTis axal bazrebze. mas Tavisi maRaziebi
swrafad Seaqvs aziis, evropis, avstraliis, laTinuri da samxreT amerikis
saerTaSoriso bazrebze.
meore, Starbucks-is menejments SeuZlia pprroodduuqqttiiss ggaannvviiTTaarreebbiiss SesaZ-
lebloba ganixilos, anu arsebul bazris segments saxeSecvlili an axali
produqti SesTavazos. magaliTad, imisaTvis rom McDonald’s-isa da Burger King-is
dilis momxmarebelTa yuradReba mieqcia, Starbucks-ma, Tavis menius, sauzmes
cxeli sendviCi daamata, xolo `lanCisa~ (meore sauzme) da sadilis saaTebSi
momxmarebelTa misazidad ki Sesabamisi kerZebi. dabolos, Starbucks-ma sxva
firmebTan partnioruli urTierToba daiwyo, raTa Tavisi yava supermarketebSi
pprroodduuqqttiiss ggaannvviiTTaarreebbaa
(Product development)
kompaniis zrdis
oTxi strategiidan
erT-erTi, romlis
drosac xdeba arse-
buli bazris segmen-
tze saxeSecvlili
an axali produqtis
SeTavazeba.

37. 60 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
an sxva marketignul arxSi gaeyida, risi magaliTicaa yavis nayini (Dreyers-Tan
erTad) da boTlis yava (PepsiCo-Tan erTad).
Starbucks-s SeuZlia misdios ddiivveerrssiiffiikkaacciiiiss strategias –– wamoiwyos an
Seisyidos biznes-saqmianoba, romelic gansxvavdeba arsebulisagan da SesTava-
zos igi axal bazars. magaliTad, 1999 wels Starbucks-ma kompania Hear Music-i
Seisyida da sakuTar maRaziebSi musikaluri kompaqt-diskebis gayidva daiwyo.
man agreTve bedi scada restornebis biznesSi (Circadia san-franciskoSi), raTa
bazrisaTvis axali formatis SeTavazeba miewodebina. metad ukiduresi diver-
sifikaciis pirobebSi, Starbucks-s Tavisi brendis saxelis simtkicis SenarCu-
nebisaTvis SeuZlia awarmoos da gayidos tansacmeli warweriT `Starbucks-is
gamocdileba~, Tumca SesaZloa es arc ise kargad gaTvlili nabiji aRmoCndes.
kompaniebi, romlebic maTTvis ucnobi produqtebisa da industriebis
saSualebiT saqmianobis Zalian farTo diversifikacias axdenen, SesaZloa
sabazro fokusis dakargvis safrTxis winaSe aRmoCndnen. es ki swored is aris,
rac Starbucks-s zogierTma kritikosma ukve uwinaswarmetyvela.
kompaniebma rogorc biznes-portfelis zrdis, aseve bbiizznneess--ggaammooxxSSiirrvviiss
strategiebi erT doneze unda ganixilon. produqtis an bazris mitovebis
mravali mizezi arsebobs. gare garemos cvlilebam SeiZleba kompaniis
zogierTi produqti an bazari aramomgebiani gaxados. amis mizezi ki ekono-
mikuri recesia an mezoblad Zlieri konkurentis gamoCena iyos. firmam
SesaZloa Zalian swrafi zrda ganicados an naklebad Seswavlil adgilas
gaxsnas biznesi. es moxdeba, Tu kompania saTanado kvlevis Catarebis gareSe
Zalian bevr ucxour bazarze gava an rodesac igi axal produqts gamouSvebs,
romelsac samomxmareblo faseuloba ar gaaCnia. dabolos, zogierTi biznes-
erTeuli an produqti ubralod Zveldeba da kvdeba.
rodesac kompania acnobierebs, rom produqti an biznesi mis strategiul
miznebs aRar Seesabameba, man frTxilad unda Sewyvitos es saqmianoba. imis
nacvlad, rom menejerebma arasaimedo biznesis gadarCenas dauTmon dro, maT
koncentracia perspeqtiuli zrdis mqone erTeulebze unda moaxdinon.
ssttrraatteeggiiuullii ddaaggeeggmmvvaa ddaa mmcciirree bbiizznneessii
strategiuli dagegmva xSirad gulisxmobs koncentrirebas did korporacieb-
ze, romlebic, Tavis mxriv, bevr ganyofilebasa da produqts aerTianebs. Tumca
mcire biznesisTvisac kargi strategiuli dagegmva sargeblis momtani
SeiZleba iyos. maSin, rodesac mcire biznesis saqmianoba iwyeba vrceli biznes
da marketinguli gegmebis CamoyalibebiT, warmatebis miRwevis SemTxvevaSi
dagegmvis procesi CrdilSi eqceva.
ZiriTadad, mcire kompaniebis xelmZRvanelebi dros `xanZris~ Caqrobas
andomeben, imis nacvlad, rom es dro dagegmvisaTvis gamoiyenon. magram ra unda
gaakeTos patara firmam, rodesac aRmoaCens, rom misi valebi sakmaod gaizarda
an mis produqtze moTxovnam warmoebis simZlavreebs gadaaWarba an, rodesac
misi bazris wili mcirdeba, amasobaSi ki konkurents ufro dabali fasebi aqvs?
strategiuli dagegmva mcire bizness exmareba, ganWvritos, marTos an Tavidan
aicilos aseTi situacia.
ohaios Statis qalaq hadsonSi arsebuli King Medical-i, samedicino momsa-
xurebis kompania, warmoadgens magaliTs, Tu rogor SeiZleba gamoiyenos patara
firmam umartivesi strategiuli dagegmvis meTodi samwliani samoqmedo gegmis
SesamuSaveblad. King Medical-i flobs magnitur-rezonansul-gamosaxulebis
(MRI) aRWurvilobas _ miliondolarian danadgars, romelic iZleva rentgenis
tipis suraTebs. ramdenime wlis winaT viliam patonma, im dros konsultantma
da kompaniis `dagegmarebis eqspertma~, daasaxela strategiuli dagegmva,
rogorc mcire kompaniis swrafi zrdisa da maRali sargeblis miRebis
ZiridaTi piroba. patoni amtkicebda, `uamravi literatura arsebobs, romlis
mixedviTac patara kompaniis arsebobas ganapirobebs sami kritikuli sakiTxi:
fulis nakadi, fulis nakadi, fulis nakadi. me veTanxmebi im azrs, rom es
sakiTxebi, marTlac, kritikulia, magram arsebobs kidev sami sakiTxi: dagegmva,
dagegmva, dagegmva~.
King Medical-is dagegmvis procesi, romelic moicavs kompaniis, bazarze misi
adgilisa da misi miznebis Sefasebas, Sedgeba Semdegi safexurebisgan.8
bbiizznneess--ggaammooxxSSiirrvvaa
(Downsizing)
biznesis portfelis
Semcireba aramomge-
biani da kompaniis
strategiisaTvis
Seuferebeli biznes
erTeulebis saqmi-
anobidan amoRebiT.
ddiivveerrssiiffiikkaacciiaa
(Diversification)
kompaniis zrdis
oTxi strategiidan
erT-erTi, romelic
axal bazarze axali
produqtiT Sesvlas
gulisxmobs. axali
produqti kompaniis
arsebul bazrebze
gatanili produqti-
sagan sagrZnoblad
gansxvavdeba.

38. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 61
11.. ganisazRvros im biznes-garemos ZiriTadi elementebi, romelSic
ukanaskneli wlebis ganmavlobaSi organizacia funqcionirebs.
22.. organizaciis raobisa da funqciebis gaTvaliswinebiT, misi misiis
aRwera momavali ori wlisaTvis.
33.. im Sida da gareSe Zalebis aRwera, romlebic organizaciis misiaze
gavlenas moaxdens.
44.. organizaciis ZiriTadi mamoZravebeli Zalis gansazRvra.
55.. grZelvadiani miznebis Camoyalibeba, rac momavalSi organizaciis
raobas gansazRvravs.
66.. organizaciaSi grZelvadiani miznebis integrirebisaTvis ZiriTadi samo--
qmedo gegmis monaxazis gakeTeba, rac lojistikur, finansur da kompaniis
personalis faqtorebs moicavs.
aSkaraa, rom patara kompaniis momavlisaTvis strategiuli dagegmva
gadamwyvetia. Environmental Consulting and Construction Inc-is prezident tom veling-
tonis TqmiT, `strategiuli dagegmva mniSvnelovania ofisidan moSorebul adg-
ilas Catardes. arasaofise garemo aris neitraluri niadagi, sadac
xelmZRvaneloba bevrad ufro gulwrfelia, es ki mewarmeebs im xanZrisagan
daicavs, romlis Caqrobasac aseT did dros uTmoben~.9
■❚ mmaarrkkeettiinnggiiss ddaaggeeggmmvvaa:: ppaarrttnniioorroobbaa mmyyiiddvveellTTaann
uurrTTiieerrTToobbiiss aaggeebbiiss mmiizznniiTT
kompaniis saqmianobis raobasa da mis miznebs strategiuli gegma gansazRvravs.
Semdeg ki yoveli biznes-erTeulis farglebSi ufro detaluri dagegmva mimd-
inareobs. strategiuli miznebis miRwevisaTvis TiToeuli biznes-erTeulis
funqcionalurma ganyofilebebma (marketingis, finansebis, aRricxvis, Sesyid-
vebis, warmoebis, sainformacio teqnologiebis, kadrebis da sxva) SeTanxme-
bulad, erTdroulad unda imoqmedon.
kompaniis strategiul dagegmvaSi marketingi mTavar rols asrulebs. es
ganpirobebulia SemdegiT: pirveli _ marketingis ideologia moicavs marketin-
gis koncefcias, romlis Tanaxmadac kompaniis strategia unda SemuSavdes. es ki
gulisxmobs mniSvnelovan myidvelebTan momgebiani urTierTobis
Camoyalibebas. meore _ marketingi sTavazobs saSualebebs, romelTa
gamoyenebiT SesaZlebelia garemoSi arsebuli SesaZleblobebis gansazRvra da
firmis potencialis Sefaseba. dabolos _ TiToeuli biznes-erTeulis
miznebis misaRwevad marketingi SeimuSavebs samoqmedo gegmebs.
myidvelTa faseuloba da kmayofileba marketingis warmatebis formulis
mniSvnelovani Semadgeneli nawilebia. Tumca, rogorc pirvel TavSi avRniSneT,
marto marketologebi ver SeZleben myidveli faseulobiT uzrunvelyon. miuxe-
davad wamyvani rolisa, marketings myidvelTa mizidvis, SenarCunebisa da zrdis
procesSi erT-erTi partnioris funqcia akisria. myidvelTan urTierTobis
marTvasTan erTad, marketologebma praqtikaSi unda gamoiyenon partniorebTan
urTierTobis marTva. kompaniebis sxva departamentebTan mWidro partniorobiT
maT unda Seqmnan saukeTeso faseulobaTa miwodebis qseli, romelic moemsax-
ureba myidvels. ufro metic, konkurentunariani faseulobaTa miwodebis
qselis SeqmnisaTvis, maT partnioruli urTierToba sxva kompaniebTanac unda
Camoayalibon. axla ki ufro axlos gavecnoT kompaniis faseulobaTa jaWvis
da faseulobaTa miwodebis qsels.
kkoommppaanniiiiss ssxxvvaa ddeeppaarrttaammeenntteebbTTaann ppaarrttnniioorroobbaa
kompaniis TiToeuli departamenti misi ffaasseeuulloobbaaTTaa jjaaWWvviiss Semadgeneli rgo-
lia.10 es imas niSnavs, rom TiToeulma departamentma firmis produqtis dizai-
nis, warmoebis, gayidvis, miwodebisa da mxardaWeris procesSi Sesabamisi faseu-
lobis SeqmnaSi Tavisi konkretuli wvlili unda Seitanos. firmis warmateba
damokidebulia ara mxolod imaze, ramdenad kargad muSaobs TiToeuli depar-
tamenti, aramed imaze, Tu ramdenad SeTanxmebulad muSaobs sxvadasxva departa-
menti.
magaliTad, Wal-Mart-is mizania myidvelis faseulobisa da kmayofilebis
SegrZnebis Seqmna maTTvis sasurveli produqtebis maqsimalurad dabal fasad
ffaasseeuulloobbaaTTaa jjaaWWvvii
(Value chain)
departamentebi, rom-
lebic uzrunvelyo-
fen faseulobis gan-
mapirobebel saqmia-
nobas: produqtis
dizains, warmoebas,
bazarze ganTavsebas,
miwodebasa da pro-
duqtis mxardaWeras.

39. 62 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
miwodebiT. Wal-Mart-is biznesSi marketologebs mniSvnelovani adgili uWiravT.
isini Seiswavlian myidvelis moTxovnilebebsa da survilebs da amis mixedviT
gansazRvraven, Taroebi ra produqciiT unda gaavson. amasTan erTad, fasebi
maqsimalurad dabali unda iyos. marketologebi amzadeben sareklamo gza-
vnilebs, am reklamebis saSualebiT realizebas ukeTeben produqcias da myid-
vels uzrunvelyofen momsaxurebiT. am da sxva saqmianobebis saSualebiT, Wal-
Mart-is marketologebi myidvelTaTvis faseulobis miwodebis procesSi
monawileoben. marketingis departaments kompaniis sxva departamentebis dax-
marebac sWirdeba. imisaTvis rom Wal-Mart-ma saWiro produqciis dabal fasSi
SeTavazeba SeZlos, Sesyidvis departamentma sasurveli mommaragebeli unda
monaxos da misgan es produqti dabal fasSi SeiZinos. sainformacio
teqnologiis departamentma unda moipovos swrafi da zusti informacia imis
Sesaxeb, Tu romel maRaziaSi ra produqti aris saWiro da ase Semdeg.
kompaniis warmateba damokidebulia imaze, Tu ramdenad kargad axerxebs
TiToeuli departamenti myidvelisaTvis faseulobebis Sematebas da ramdenad
koordinirebulia sxvadasxva departamentis saqmianoba. Wal-Mart-is SemTxvevaSi,
Tu Sesyidvis departamenti ver SeZlebs maqsimalurad dabali fasebis mqone
mommarageblebis monaxvas, maqsimalurad dabali fasebis uzrunvelyofa
SeuZlebeli iqneba. rogorc xedavT, marto marketingis departaments ar
SeuZlia umaRlesi faseulobis miwodeba.
myidvelisaTvis faseulobebis idealuri uzrunvelyofa niSnavs kompaniis
sxvadasxva funqciis Hharmoniul Serwymas. magram praqtika gviCvenebs, rom
departamentebs Soris urTierToba savsea konfliqtebiTa da gaugebrobebiT.
marketingis departamenti myidvelis Sexedulebebs iTvaliswinebs. magram,
rodesac myidvelTa moTxovnebis dakmayofilebas Seecdeba, SesaZloa sxva
departaments mis standartebTan Seuferebeli samsaxuris gaweva daekisros.
magaliTad, marketingis departamentis qmedebam SesaZloa gazardos Sesasyidi
saqonelis safasuri, gazardos maragebi da biujetidan didi Tanxa moiTxovos.
amgvarad, SesaZloa sxva departamentebma winaaRmdegoba gauwion marketingul
qmedebebs.
magram marketologebis valia yvela departamentis `myidvelis azrovne-
bisaken~ mimarTva da faseulobaTa jaWvisaTvis Sesabamisi funqcionirebis
uzrunvelyofa. Tu marketingis menejmenti kompaniis sxva departamentebTan
SeTanxmebul urTierTobas gaiTavisebs, maSin igi bevrad ufro advilad
miaRwevs Tavis mizans _ daakmayofilos myidveli.Mmarketingis da sxva depar-
tamentebis menejerebis mWidro TanamSromloba funqcionaluri gegmebis sis-
temis Camoyalibebas uzrunvelyofs, rac, Tavis mxriv, kompaniis mTliani strate-
giuli miznebisaTvis sxvadasxva departamentis SeTanxmebul muSaobas
gulisxmobs.
■ faseulobaTa jaWvi:
Wal-Mart-is unari
SesTavazos kargi pro-
duqti dabal fasebSi
ganpirobebulia kom-
paniis yvela departa-
mentis - marketingis,
Sesyidvebis, sainforma-
cio sistemebis da war-
moebis - TanamSromel-
Ta wvliliT.

40. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 63
rogorc jek volSi, General Electric-is Rrmad pativcemuli, aw ukve yofili
mTavari aRmasrulebeli direqtori, Tavis TanamSromlebs ucxadebda, `kompania
ver mogcemT muSaobis garantias, amis garantias mxolod myidveli iZleva~. igi
moiTxovda, rom General Electric-is yvela TanamSromels, miuxedavad maTi profesi-
isa, myidvelis kmayofilebis miniWebis gzebze unda gaemaxvilebina yuradReba.
misi gzavnilia: `Tu Sen ar azrovneb myidvelis gonebiT, e.i. saerTod ar
azrovneb.~11
ssxxvvaa kkoommppaanniieebbTTaann ppaarrttnniioorroobbaa mmaarrkkeettiinngguull ssiisstteemmaaSSii
myidvelis faseulobis Seqmnis gzaze, kompaniam sakuTari faseulobaTa jaWvis
ganxilvis garda,unda gamoikvlios misi mommarageblebis,distributorebisa da
myidvelebis faseulobaTa jaWvebi. ganvixiloT McDonald’s-i. mTel msoflioSi
McDonald’s-i 30000 restorans flobs, romlebic dReSi saSualod 46 milion
myidvels maspinZlobs da swrafi kvebis bazarze 43% Semosavals iReben.12
McDonald’s-is garSemo amdeni xalxis trialis mizezi mxolod hamburgeris siy-
varuli ar aris. faqtia, rom Burger King-is da Wendy-sTan SedarebiT, momxmare-
beli McDonald’s-is hamburgers aniWebs upiratesobas. aseTi raodenobis myid-
velis arsebobis mizezi ara marto McDonald’s-is produqciaa. msoflios
masStabiT kompaniam SeZlo maRali standartebis mqone miwodebis sistemis
Camoyalibeba. am standartebs kompania QSCV-iT (quality, service, cleanliness da value)
afasebs – xarisxi, momsaxureba, sisufTave da faseuloba. McDonald’s-is sistemis
efeqturobis mizezi aris warmatebuli partnioroba franCaizis mflobe-
lebTan (franchisee), mimwodeblebTan da sxva
erTeulebTan, raTa gamorCeulad maRali xaris-
xis faseuloba erToblivad miawodon.
ffaasseeuulloobbaaTTaa mmiiwwooddeebbiiss qqsseelliiss gaumjobese-
bisaTvis dRes sul ufro meti kompania Tanam-
Sromlobs momaragebis jaWvis sxva wevrebTan.
magaliTad, Honda-m SeimuSava specialuri pro-
grama, romlis daxmarebiT Tavis mommarageblebT
an mWidro urTierTobas ayalibebs da maT xar-
jebis Semcirebasa da xarisxis gaumjobesebaSi
exmareba. rodesac Honda-m arCevani Donnelly
Corporation-ze (kompania, romelic mis aSS-Si damza-
debul manqanebs sarkeebiT amaragebs) SeaCera, man
am korporacias inJinerTa jgufi gaugzavna,
romelic Donnelly-is danadgarebs Tavs dastri-
alebda, maTi produqciisa da eqspluataciis
gaumjobesebis mizniT. pirvelive wels Donnelly-m
Tavisi xarjebi 2%-iT Seamcira. sul raRac 10-
wlian periodSi ki, Honda-s meSveobiT, Donnelly-m
Semosavlebis wliuri maCvenebeli 5 milionidan
60 milionamde gaaumjobesa. Tavis mxriv, Honda-m
kvalificiuri,dabalfasiani mommaragebeli SeiZi-
na, xolo Honda-s myidvelebi ufro meti faseulo-
bis mflobelni gaxdnen – maRali xarisxis man-
qanebi dabal fasad.13
dRevandeli sabazro sivrcis pirobebSi
individualur konkurentebs Soris konkurencia
nel-nela Tavis mniSvnelobas kargavs da gadadis
faseulobaTa miwodebis qselebs Soris konkuren-
ciaSi. amrigad, Tu Honda-sa da Toyota-s maCve-
neblebs SevadarebT, am SemTxvevaSi gadamwyveti
Honda-s faseulobaTa miwodebis mTliani qselis
xarisxi aRmoCndeba Toyota-sTan SedarebiT. miuxe-
davad imisa, rom Honda saukeTeso manqanebs awar-
moebs, SesaZloa man bazarze adgili ver
daimkvidros, Tu Toyota-s dilerTa qseli myid-
velisaTvis ufro damakmayofilebel momsaxure-
bas uzrunvelyofs.
■ faseulobaTa miwodebis qseli: Toyota-m da misma dil-
erebma unda imuSaon erTad manqanebis gayidvaze. Toyota
uSvebs karg manqanebs da qmnis brends; xolo dilerebs,
Modern Toyota-s msgavsad, miaqvT es faseuloba myidvelamde
da sazogadoebamde.
ffaasseeuulloobbaaTTaa
mmiiwwooddeebbiiss qqsseellii
(Value-delivery network)
qseli, romelic
Sedgeba kompaniis,
mommarageblebis, dis-
tributorebisa da
saboloo momxmare-
blebisagan, rom-
lebic partniorobas
uweven erTmaneTs
sistemis funq-
cionirebis
gaumjobesebisaTvis.

41. 64 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
■❚ mmaarrkkeettiinngguullii ssttrraatteeggiiaa ddaa mmaarrkkeettiinngguullii kkoommpplleeqqssii
strategiuli gegma kompaniis misiasa da miznebs gansazRvravs. marketingis
roli da saqmianoba naCvenebia 2.4 suraTze. es aris marketinguli strategiisa
da marketinguli kompleqsis mTavari saqmianobebis Semajamebeli suraTi.
myidveli moTavsebulia centrSi. mizania _ Zlieri da momgebiani urTier-
Tobebis ageba myidvelebTan. Semdeg modis mmaarrkkeettiinngguullii ssttrraatteeggiiaa – mar-
ketinguli logika, romlis saSualebiT kompania am momgebiani urTierTobebis
Camoyalibebas imedovnebs. bazris segmentaciis, miznobrivi bazris SerCevisa da
pozicionirebis saSualebiT kompania wyvets, romel myidvels rogor moemsax-
ureba. igi mTliani bazris identificirebas axdens, Semdeg mas segmentebad
yofs, maT Soris yvelaze perspeqtiuls irCevs da mis momsaxurebasa da dakmay-
ofilebaze amaxvilebs yuradRebas.
marketinguli strategiis xelmZRvanelobiT igi qmnis marketingul kom-
pleqss, romelic Sedgeba kompaniis mier kontrolirebadi faqtorebisgan _
produqti, fasi, adgili da stimulireba. saukeTeso marketinguli strategiisa
da kompleqsis misaRwevad kompania Cabmulia marketinguli analizis, dagegmvis,
ganxorcielebisa da kontrolis saqmianobebSi. es ki kompanias saSualebas
aZlevs, Tvalyuri adevnos da Seegus sabazro garemosa da mis monawileebs.
axla mokled mimovixilavT TiToeul zemoT CamoTvlil qmedebas. Semdeg,
momdevno TavebSi, TiToeul maTgans ufro Rrmad ganvixilavT.
mmaarrkkeettiinngguullii
ssttrraatteeggiiaa (Marketing
strategy)
marketinguli logi-
ka, romlis saSuale-
biT kompania momge-
biani urTierTobebis
Camoyalibebas imedo-
vnebs. am procesis
saSualebiT igi
iRebs gadawyvetile-
bas, romel myidvels
moemsaxuros (segmen-
tacia da miznobrivi
bazris SerCeva) da ra
faseuloba SesTava-
zos (diferenciacia
da pozicionireba).
droa, SevCerdeT da ganvixiloT is, rac Tavis pirvel nawilSi waikiTxeT.
■ ratom vsaubrobT mTeli kompaniis strategiul gegmaze marketingis
saxelmZRvaneloSi? ra saerTo aqvs strategiul dagegmvas
marketingTan?
■ raSi mdgomareobs Starbucks-is misia da strategia? rogor exmareba
marketingi Starbucks-s am misiisa da strategiis aRsrulebaSi?
■ ra rols TamaSoben sxva funqcionaluri departamentebi? Starbucks-is
marketologebs rogor SeuZliaT iTanamSromlon sxvebTan faseulo-
bis maqsimaluri gazrdisaTvis?
SSeerrwwyymmaakkoonncceeffcciieebbiiss
ssiiCCqqaarriiss
SSeemmzzRRuuddaavvii
ssuurraaTTii 22..44
marketinguli
strategiisa da
marketinguli
kompleqsis marTva

42. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 65
mmyyiiddvveellzzee oorriieennttiirreebbuullii mmaarrkkeettiinngguullii ssttrraatteeggiiaa
rogorc pirvel TavSi aRvniSneT, dRevandeli konkurentunariani sabazro sivr-
cis pirobebSi warmatebis aucilebeli piroba myidvelze orientirebuli
saqmianobaa. kompaniam, ufro maRali faseulobebis miwodebis xarjze, unda
SeZlos konkurenti firmis myidvelebis mizidva, SenarCuneba da maTi raodeno-
bis zrda. magram momxmareblis dakmayofilebamde kompaniam, pirvel rigSi, unda
gaigos, Tu ra surs da sWirdeba am momxmarebels.
kompaniebSi ician, rom mocemul bazarze yvela momxmareblis momgebianad
dakmayofilebas ver SeZleben – anu yvela myidvelisaTvis erTi da imave saxis
momsaxureba damakmayofilebeli ar aris. arsebobs uamravi sxvadasxva tipis
momxmarebeli uamravi sxvadasxva saxis moTxovnilebiT. TiToeulma kompaniam
mTliani bazari segmentebad unda dayos, maTgan saukeTeso amoarCios da
SerCeuli segmentis momgebiani momsaxurebisaTvis strategia SeimuSaos. es
procesi sam safexurs moicavs: bazris segmentacia, miznobrivi bazris SerCeva
da bazarze pozicionireba.
bbaazzrriiss sseeggmmeennttaacciiaa.. bazari Sedgeba bevri saxis myidvelis, produqtisa da saWi-
roebisagan. marketologma unda gadawyvitos, kompaniis miznebis misaRwevad yve-
laze xelsayreli romeli segmentia. geografiuli, demografiuli, fsiqografi-
uli da qceviTi faqtorebi – es is faqtorebia,romelTa mixedviT momxmareblis
dajgufeba da maTi momsaxureba xdeba. bbaazzrriiss sseeggmmeennttaacciiiissaass xdeba myidve-
lebis jgufebad dayofa sxvadasxva ganmasxvavebeli niSnis mixedviT. TiToeul
segments SesaZloa dasWirdes gansxvavebuli marketinguli programa.
nebismieri bazari Sedgeba segmentebisgan. Tumca bazris segmentacia
yovelTvis sasargeblo rodia. magaliTad, Tylenol-ma gadawyvita, rom
tkivilgamayuCebeli produqtis bazari daeyo sqesis mixedviT – qalebisa da
kacebis jgufebad. aseTi segmentacia Tylenol-s mcire sargebels moutans, Tu
orive segmenti erTnairad reagirebs marketingul qmedebebze. bbaazzrriiss sseeggmmeennttii
aris momxmarebelTa jgufi, romelic marketingul qmedebebze erTnairad rea-
girebs. magaliTad manqanebis bazarze myidvelebi, romlebic yvelaze did da
komfortul manqanebs irCeven da mis fass yuradRebas ar aqceven, erT bazris
segments Seadgenen. meore segmentis warmomadgenlebi arian myidvelebi, rom-
lebic ZiriTadad manqanis fassa da mis ekonomiur eqspluatacias aniWeben upi-
ratesobas. Znelia manqanis iseTi modelis Seqmna, romelic orive segmentis
myidvelisaTvis misaRebi iqneba. TiToeuli bazris segmentis moTxovnilebebis
dakmayofilebaze koncentrireba aris kompaniis yvelaze brZnuli
gadawyvetileba.
mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevvaa.. bazris segmentebis gansazRvris Semdeg kompanias
SeuZlia erT an ramdenime segmentze Sesvla.. mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevvaa gu-
lisxmobs TiToeuli miznobrivi segmentis mimzidvelobis Sefasebasa da
maTgan erTis an ramdenimes SerCevas. kompaniam is segmenti unda SearCios,sadac
igi xelsayreli samomxmareblo faseulobis Camoyalibebas da droTa gan-
mavlobaSi mis SenarCunebas SeZlebs.
SezRuduli resursebis mqone kompania mxolod erT an ramdenime
gansakuTrebul segments, an `sabazro niSas~ unda moemsaxuros. aseT `niSebs~
msxvili konkurentebi an yuradRebas ar aqceven an raRac mizezebis gamo maTi
interesis miRma rCebian. magaliTad, Arm&Hammer-i awarmoebs sodis Semcveli
samomxmareblo saqonels, maT Soris kbilis pastebs, dezodorantebs da sxva.
Oshkosh Truck-ma Tavisi niSa ipova, rogorc mwarmoebelma aeroportSi momuSave
satvirTo manqanebisa da betonis mosarevi manqanebis. kompania Veterinary Pet
Insurance Cveni bewviani da frTosani megobrebis janmrTelobis dazRvevis
polisebis 82%-s uzrunvelyofs. (ix. marketingi muSaobis procesSi 2.2)
zogi kompania erTmaneTTan dakavSirebul ramdenime segments emsaxureba. am
dros, SesaZlebelia kompania gadiodes sxvadasxva saxis, magram msgavsi
survilebis mqone momxmarebelze. magaliTad, Pottery Barn-is miznobrivi segmente-
bia bavSvebi, Tineijerebi da mozardebi, romlebsac sTavazobs erTi cxovrebis
stilis tansacmels. msxvili kompania SesaZloa yvela bazris segmentze
Sevides produqciis sruli kompleqtis SeTavazebiT. kompaniebis umetesoba
axal bazarze erTi segmentis momsaxurebiT iwyebs da, warmatebis SemTxvevaSi,
sxva segmentebzec gadadis. sabolood, didi kompaniebi bazris sruli dafar-
mmiizznnoobbrriivvii bbaazzrriiss
SSeerrCCeevvaa (Target
marketing)
TiToeuli mizno-
brivi segmentis
mimzidvelobis
Sefasebisa da maTgan
erTis an ramdenimes
SerCevis procesi
maTTvis Sesabamisi
produqciis miyidvis
mizniT.
bbaazzrriiss sseeggmmeennttii
(Market segment)
momxmarebelTa
jgufi, romelic erT-
nairad reagirebs
marketingul qmedebe-
bze.
bbaazzrriiss sseeggmmeennttaacciiaa
(Market segmentation)
bazris dayofa myid-
velebis jgufebad,
romlebic gansxvavde-
bian saWiroebebiT,
sxvadasxva maxasia-
TebliT an qceviT da
romlebsac unda
SesTavazon gansxvave-
buli marketinguli
kompleqsi.

43. 66 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
visaken iltvian. maT surT, rom TavianTi industriis `General Motors-ebi” iyvnen.
GM-is TqmiT, isini `qmnian manqanebs yvela adamianis, safulisa Tu
pirovnebisaTvis~. rogorc wesi, aseT wamyvan kompanias TiToeuli segmentis
gansakuTrebuli saWiroebis Sesabamisi sxvadasxva produqti gaaCnia.
bbaazzaarrzzee ppoozziicciioonniirreebbaa.. bazris segmentis SerCevis Semdeg kompaniam unda
gadawyvitos, am segmentze ra pozicias daikavebs. bbaazzaarrzzee ppoozziicciioonniirreebbaa
gulisxmobs momxmareblis gonebaSi TiToeuli produqtisaTvis, konkurentul
produqtebTan SedarebiT, gansazRvruli, gansxvavebuli da sasurveli adgilis
miniWebas. marketologebis survilia TavianTi produqciisaTvis unikaluri
poziciis miniWeba. Tu produqti bazarze arsebuli sxva produqtebisagan raime
niSniT ar gamoirCeva, maSin myidvels misi SeZenis mizezi ar eqneba.
bbaazzaarrzzee ppoozziicciioonniirreebbaa moicavs qmedebebs, romlebic mimarTulia mizno-
brivi momxmareblis gonebaSi produqtisaTvis, konkurentul produqtebTan
SedarebiT, swori, gansxvavebuli da sasurveli poziciis Seqmnisaken. amgvarad,
marketologebi gegmaven pozicias, rac maT produqts konkurenti firmebis
brendisagan gamoarCevs da miznobriv bazarze udides strategiul upirate-
sobas aniWebs. magaliTad: Saturn-i aris `gansxvavebuli tipis manqana~, Chevy
Blazer-i _ `mTis msgavsia~, Hummer-i _ `misi msgavsi araferia~, Toyota-s hibridul
sawvavze momuSave Prius-i _ `mbrwyinavi aRmoCena SeniRbul manqanaSi~, Lexus-i _
`srulyofilebis kvaldakval~, Mercedes-i _ `srulyofil samyaroSi yvela
Mersedes-is manqanas marTavs~, brwyinvale Bentley _ `utifari fufunebis 18
xelnakeTi safexuri”. msgavsi ubralo, macdunebeli gancxadebebi produqtis
marketinguli strategiis safuZvelia.
produqtis pozicionirebisaTvis kompania, pirvel rigSi, gansazRvravs
SesaZlo konkurentul upiratesobebs, romelTa safuZvelze misi pozicia
Camoyalibdeba. konkurentuli upiratesobis mopovebisaTvis kompaniam mizno-
briv momxmarebels meti faseuloba unda SesTavazos. arsebobs amis miRwevis
bbaazzaarrzzee
ppoozziicciioonniirreebbaa
(Market positioning)
qmedebani, romlebic
mimarTulia mizno-
brivi myidvelis
gonebaSi produqtis
gansazRvruli, gansx-
vavebuli da sasur-
veli poziciis Seq-
mnisaken konkurent
produqtebTan
mimarTebaSi.
■ pozicionireba: Toyota-s hibridul sawvavze momuSave Prius-i `brwyinavi aRmoCenaa SeniRbul manqanaSi~.
Hummer ki - `misi msgavsi araferia~.

44. 2.2
TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 67
janmrTelobis dazRveva Sinauri
cxovelebisaTvis? Metlife, Prudential-i,
Northwestern Mutua-i da sxva msxvili sa-
dazRvevo kompaniebi amas did yurad-
Rebas ar uTmobdnen. magram is xel-
sayrelia ufro orientirebuli ni-
SisTvis momuSaveTaTvis (nicher), vis-
Tvisac Sinauri cxovelebis janm-
rTeloba momgebian biznesad iqca. am
mcire konkurentebis fonze yvelaze
gamorCeuli cxovelebis veterinaru-
li dazRveva kompania Veterinary Pet
Insurance (VPI) aqvs. misi misia ase ga-
moiyureba: `veterinaruli medicinis
saswaulebi xelmisawvdomi gaxdes
Sinauri cxovelebis yvela mepatro-
nisaTvis~.
VPI, 1980 wels, veterinarma jek
stefansma daaarsa. igi sulac ar
gegmavda profesiuli praqtikis mi-
tovebas. magram misi cxovreba dra-
matulad Seicvala, rodesac erT
dRes adgilobriv sasursaTo maRa-
ziaSi erT-erTi klientis qaliSvil-
ma mas `bafis mkvleli~ uwoda. ori
kviriT adre stefansma am ojaxis
ZaRls evTanazia Cautara. igi sas-
wrafod Seudga Sinauri cxovele-
bisaTvis samedicino dazRvevis Se-
saZlo gzebis kvlevas. veterinari-
saTvis araferia imaze uaresi, rode-
sac ici, rom SegiZlia umkurnalo
avadmyofs, magram patroni mas sa-
sikvdilod imetebs imis gamo, rom ar
gaaCnia misi mkurnalobis finansuri
saSualeba, _ ambobs stefensi, _ me
amis Secvla mindoda~.
cxovelebis dazRveva, sadazRvevo
biznesSi, jer kidev patara, magram
swrafad mzardi segmentia. biznesis
specialistebi Tvlian, rom es indus-
tria uzarmazari potencialis mqo-
nea. amJamad aSS-Si 60 milion ZaRlze
da 68 milion kataze metia registri-
rebuli, xolo amerikeli diasaxli-
sebis 60%-ze meti erT-erTs an orive
cxovels erTad uvlis. darCenili 4.6
milioni diasaxlisi Citebis 300-ze
met saxeobas patronobs, 2 milionze
meti ki _ Sinaur kurdRlebs. Zalian
bevri, Sinaur cxovels, ojaxis wev-
rad Tvlis. faqtobrivad, dRes ameri-
kelebi Sinaur cxovelebs weliwadSi
28.5 miliard dolars axarjaven.
SvedeTsa da did britaneTSi Si-
nauri cxovelebis mepatroneebis nax-
evarze meti cxovelTa janmrTelo-
bas azRvevs, xolo amerikis SeerTe-
bul StatebSi es maCvenebeli ki 1%-s
Seadgens. Sinauri cxovelebis mepat-
roneebSi Catarebuli bolodroinde-
li kvlevebi gviCvenebs, rom daaxloe-
biT 75% mzad aris, Tundac valis
safasurad, Tavis bewvian Tu frTo-
san kompanionebs veterinaruli dax-
mareba gauwios. Tu ZaRls diagnozs
droulad ar dausvamen, yuris umniS-
vnelo infeqciis mkurnalobac ki
SeiZleba 1000 dolari dajdes. Seda-
rebiT rTuli ki, katis Tirkmlis
transplantacia, 6500 dolari Rir-
des. simsivnis mkurnaloba, maT Soris
radiodasxiveba da qimioTerapia, mepa-
tronisagan 10000 dolaramde dana-
xarjs moiTxovs.
VPI-is sadazRveo gegma cxovelTa
6400 samedicino problemas moicavs.
dazRveva faravs eqimTan saofise za-
rebis, receptebis, mkurnalobis, lab-
oratoriuli momsaxurebis, rentgenis
gadaRebis, qirurgiuli Carevisa da
hospitalizebis xarjebs. uamravi
konkurentis msgavsad, VPI gamoscems
janmrTelobis dazRvevis polisebs
katebisa da ZaRlebisaTvis. misi kon-
nniiSSiiss SSeeqqmmnnaa:: CCvveennii bbeewwvviiaannii ddaa ffrrTToossaannii mmeeggoobbrreebbiiss
jjaannmmrrTTeelloobbiiss ddaazzRRvveevvaa
niSisTvis momuSave: bazris niSaze orientirebuli kompania VPI
axalSobil lekvze ufro swrafad izrdeba. misi misiaa `veteri-
naruli medicinis saswaulebi xelmisawvdomi gaxdes Sinauri
cxovelebis yvela mepatronisaTvis~.
gagrZeleba ix. gv. 57

45. 68 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
ori gza: pirveli, konkurentTan SedarebiT dabal fasSi momsaxureba, meore,
maRali fasebi _ meti sargebeli. magram, Tu kompania myidvels met faseulobas
hpirdeba, maSin man misi uzrunvelyofac unda SeZlos. ase rom, efeqturi pozi-
cionireba kompaniis marketinguli SeTavazebis diferencirebiT iwyeba.
sasurveli poziciis SerCevis Semdeg kompaniam swori nabijebi unda gadadgas
am danapirebis SesrulebisaTvis. arCeuli pozicionirebis strategia kompaniis
mTliani marketinguli programis safuZvelia.
mmaarrkkeettiinngguullii kkoommpplleeqqssiiss ggaannvviiTTaarreebbaa
marketinguli strategiis gansazRvris Semdeg kompania marketinguli kompleq-
sis detaluri dagegmvisaTvis mzad aris, rac Tanamedrove marketingis
umTavres koncefcias warmoadgens. mmaarrkkeettiinngguullii kkoommpplleeqqssii aris kontrolire-
badi, taqtikuri marketinguli saSualebebis erToblioba, romelsac kompania
miznobriv bazarze sasurveli reagirebis gamomuSavebisaTvis iyenebs. mar-
ketinguli kompleqsi aris firmis mier misi produqtis moTxovnaze SesaZlo
zegavlenis aRmoCenis sruli kompleqti. es saSualebebi erTiandeba oTx jgu-
fad, e.w. `oTxi P~-Si: produqti, fasi, adgili da stimulireba. suraTi 2.5
gviCvenebs TiToeul P-Si gaerTianebul marketingul saSualebebs.
produqtis qveS igulisxmeba miznobrivi bazrisTvis kompaniis mier
SeTavazebuli saqonlisa da momsaxurebis kombinacia. magaliTad, Ford Taurus-is
produqti Sedgeba qanCebis, WanWikebis, CamrTvelebis, dguSebis, avtomobilis
farebisa da sxva aTasi nawilisgan. Ford-i ramdenime Taurus-is modelsa da
aTobiT sxva damatebiT aqsesuars sTavazobs. manqana mTlianad uzrunvely-
ofilia servisiT da sruli garantia arsebobs imisa, rom misi TiToeuli
detali, Tundac tumbos mili, kompaniis produqtis nawilia.
fasi warmoadgens fulis im raodenobas, romelsac myidveli produqtis
mopovebisaTvis ixdis. Ford-i adgens fass Tavisi dilerebisaTvis anu im fass,
romelic dilers SeuZlia SesTavazos klients. magram Ford-is dilerebis
praqtikaSi fiqsirebuli fasebi iSviaTia. piriqiT, isini fass TiToeul
momxmarebelTan aTanxmeben, sTavazoben maT fasdaklebas, savaWro daTmobas da
garkveuli periodis ganmavlobaSi kreditzec hyidian.
adgili moicavs kompaniis saqmianobas, romlis saSualebiT produqti
miznobrivi momxmareblisaTvis xelmisawvdomi xdeba. Ford-i partniorobs
damoukidebeli dilerebis farTo wresTan, romlebic yidian kompaniis bevr
sxvadasxva models. Ford-i maT frTxilad arCevs da Zlieri mxardaWeriT
uzrunvelyofs. dilerebs aqvT Ford-is avtomobilebis saTanado maragi, acnoben
manqanebis specifikaciebs potenciur myidvels, aTanxmeben maTTan fass, yidian
da gayidvis Semdeg manqanebs servisiT uzrunvelyofen.
mmaarrkkeettiinngguullii
kkoommpplleeqqssii (Marketing
mix)
kontrolirebadi,
taqtikuri marketin-
guli saSualebebis
erToblioba (pro-
duqti, fasi, adgili
da stimulireba)
romelsac kompania
miznobriv bazarze
sasurveli reagire-
bis gamomuSavebisaT-
vis iyenebs.
kurentebisagan gansxvavebiT, VPI–m
bolo dros Tavisi momsaxureba eg-
zotikuri cxovelebis dazRvevamde
gaafarTova. Avian-is and Exotic Pet-is
sadazRvevo gegmebi, sxva arsebebTan
erTad, moicavs Citebs, kurdRlebs,
qrcvinebs, virTxebs, zRvis goWebs, gve-
lebs (Zalian didi gvelebis garda)
da sxva reptiliebs, iguanebs, oposu-
mebs, kuebs, zRarbebsa da Rorebs.
`uamravi Sinauri cxoveli arsebobs.
xalxs uyvars isini. `Cven movaleni
varT, maT pativi vceT~, – ambobs VPI-is
aRmasrulebeli.
rogor marTavs VPI Tavis niSas?
igi axalSobili lekviviT izrdeba.
Sinauri cxovelebis sadazRvevo kom-
paniebidan VPI yvelaze msxvil biz-
ness flobs da SeerTebuli State-
bis Sinauri cxovelebis 80%-ze mets
sadazRvevo polisiT uzrunvelyofs.
daarsebidan VPI-m 1 milion polisze
meti gasca, dRes ki igi 350000 momx-
marebels iTvlis. gasuli 7 wlis
ganmavlobaSi weliwadSi 40%-iT iz-
rdeboda gayidvis maCvenebeli, gasul
wels ki Semosavalma 72 milion do-
lars miaRwia. es SesaZloa arc ise
didi maCvenebeli iyos Prudential-is an
Northwestern Mutual-is sadazRvevo kompa-
niebisaTvis, romelTa wliuri Semo-
savali aTobiT miliard dolars iT-
vlis. magram es momgebiani biznesia
iseTi niSis mimdevrisaTvis, rogoric
VPI aris.
`iseT samyaroSi, sadac katebis
akupunqtura, usaxlkaro ZaRlebis
specialur TavSesafarebSi ganTav-
seba da qrcvinebisTvis antidepresan-
tebis daniSvna Cveuli ambavia, cxove-
lebis dazRveva sulac ar aris
saocreba~. aseTi dazRveva, marTlac
rom RvTis saCuqaria VPI-is dazRve-
ulTaTvis. amaSi dasarwmuneblad
sakmarisia jo da paula senasTan
gasaubreba, romelTa kokerspanieli
elvisi simsivnis sawinaaRmdego
mkurnalobas itarebs. `is Cven Svi-
liviT ar gvyavs. is Cveni Svilia, _
ambobs misis sena, _ is ZaRlSi ga-
cocxlebuli bav-Svia~. elvisis mkur-
nalobis xarjebis lomis wilis ga-
Reba VPI-s mouxda. `xarjebi xSirad
mepatro-nisaTvis gadamwyveti faqto-
ria, _ ambobs VPI-is damaarsebeli, _
Cven cdas ar daviSurebT imisaTvis,
rom Tanamedrove medicina yvelasaT-
vis saswaulebis momtani iyos~.
wwyyaarrooeebbii:: AD: As advertised in Time, Inc. MAGA-
ZINE; Michelle Desai, “VPI—Twenty Years and Still
Going Strong,” VPI press release, January 13, 2002;
Michelle Leder, “How Much Is That $100 Deductible in
the Window?” New York Times, Jul 22, 2001, p. 3.10;
Jane Bennett Clark, “Cover Your Tail,” Kiplinger’s
Personal Finance, Jan 2002, pp. 108–112; Yilu Zhao,
“Break a Leg, Fluffy, If You Have Insurance,” New York
Times, June 30, 2002, p. 9.11; and information from the
Veterinary Health Insurance Web site at
www.petinsurance.com, June 2003.

46. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 69
stimulireba aris moqmedeba, romlis saSualebiT sazogadoebisaTvis pro-
duqtis xarisxis gacnoba da misi SeZenaSi miznobrivi myidvelis darwmuneba
xdeba. yovel wels Ford-i reklamaSi 4 miliard dolarze mets xarjavs, raTa
momxmarebels kompaniisa da misi produqciis Sesaxeb informacia miawodos.14
realizatorebis funqciaa potenciuri myidvelis daxmareba da darwmuneba, rom
Ford-i maTTvis saukeTeso manqanaa. myidvelis waxalisebisaTvis Ford-ma da misma
dilerebma specialuri wamaxalisebeli RonisZiebebi SeimuSaves _ fasdakle-
bebi, dabali nixrebi, fasdaTmobebi (Tanxis nawilis dabruneba garkveul
pirobebSi).
efeqturi marketinguli programa Seajerebs marketinguli kompleqsis
yvela elements koordinirebul programaSi, romlis mizania, myidvelisaTvis
faseulobaTa miwodebis gziT, kompaniis marketinguli miznebis miRweva. mar-
ketinguli kompleqsi gulisxmobs kompaniis taqtikuri saSualebebis nazavs,
romelic mimarTulia miznobriv bazarze Zlieri pozicionirebisken.
zogierTi kritikosi Tvlis, rom garkveuli mniSvnelovani qmedebebi ar
aris gaTvaliswinebuli `oTx P~-Si. magaliTad: `sad aris momsaxureba?~ _
kiTxuloben isini. igi P asoze ar iwyeba, magram es sulac ar aris misi ugul-
vebelyofis mizezi. pasuxi ki Semdegia: momsaxureba, rogoric aris sabanko,
saaviacio da sacalo vaWroba, TviTon produqtis nawilia. SegviZlia amas mom-
saxurebis produqti vuwodoT. `sad aris SefuTva?~ SesaZloa esec ikiTxon
kritikosebma. marketologebi ki upasuxeben, rom SefuTva produqtis ganuyo-
feli nawilia. yvela aRiarebs, rom, suraTi 2.5-is mixedviT, SesaZloa bevri mar-
ketinguli saqmianoba ar Candes, magram igi aucileblad moiazreba erT-erTi P-s
saxelis qveS. marketinguli programis CamoyalibebaSi mTavari is ar aris, Tu
ramdeni P iqneba gansazRvruli, aramed is, Tu ramdenad sasargeblo iqneba mar-
ketinguli programa.
arsebobs kidev erTi mniSvnelovani sakiTxic. aRmoCnda,rom `oTxi P~-s kon-
cefcia aris gamyidvelis da ara myidvelis TvaliT danaxuli bazari. myid-
velis mier danaxuli bazris ukeT Camoyalibeba SesaZlebelia `oTxi C”-s
saTauris qveS.15
ooTTxxii P ooTTxxii C
produqti - Product myidvelis (sakiTxis) gadaWra - Customer solution
fasi - Price myidvelis danaxarji - Customer cost
adgili - Place xelsayreloba - Convenience
stimulireba - Promotion komunikacia - Communication
amgvarad, rodesac marketologebi produqtis gayidvaze zrunaven, momxmare-
blebi faseulobisa an TavianTi problemis gadaWris saSualebebis Sesyidvas
cdiloben. maT mxolod fasi ar ainteresebT. isini produqtis miRebis,
ssuurraaTTii 22..55
marketinguli
kompleqsis `oTxi P~

47. 70 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
gamoyenebisa da gankargvis mTliani xarjebiT interesdebian. maTTvis aucile-
belia, rom produqti xelmisawvdomi iyos komfortul pirobebSi. dabolos, maT
ormxrivi komunikacia sWirdebaT. marketologebma, pirvel rigSi, kargad unda
ganixilon `oTxi C”, raTa Semdeg mis fonze Camoayalibon `oTxi P”.
■❚ mmaarrkkeettiinngguullii mmccddeelloobbeebbiiss ggaannkkaarrggvvaa
warmatebuli marketingis menejmenti gulisxmobs rogorc marketingis, aseve
menejmentis sakiTxebis yuradRebian marTvas. marketinguli procesebis marTva
marketingis menejmentis oTxi funqciis saSualebiT sruldeba (suraTi 2.6) –
analizi, dagegmva, ganxorcieleba da kontroli. pirvel rigSi,mTeli kompaniis
strategiul gegma yalibdeba, saidanac gamomdinareobs produqtisa Tu brendis
marketinguli da sxva gegmebi. ganxorcieleba gulisxmobs kompaniis gegmis
Sesabamisad moqmedebas. kontroli marketinguli saqmianobis Sedegebis
Sefasebasa da makoreqtirebeli samuSaoebis Catarebas moicavs. marketinguli
analizi ki marketinguli saqmianobis ganviTarebisaTvis saWiro informaciisa
da SesaZleblobebis uzrunvelyofas emsaxureba.
mmaarrkkeettiinngguullii aannaalliizzii
marketinguli funqciebis marTva kom-
paniis mdgomareobis sruli analiziT
iwyeba. momxibvleli, xelsayreli SesaZ-
leblobebis aRmoCenisa da garemo
dabrkolebebis Tavidan acilebis miz-
niT kompania Tavis bazarsa da mar-
ketinguli garemos kargad unda icnob-
des. kompaniis susti da Zlieri
mxareebisa da arsebuli da SesaZlo
marketinguli qmedebebis Sefasebis sa-
fuZvelze wydeba, Tu romeli SesaZleb-
lobis miRweva iqneba kompaniisTvis yve-
laze metad xelsayreli. marketingul
analizs ufro vrclad me-4 TavSi
ganvixilavT.
mmaarrkkeettiinngguullii ddaaggeeggmmvvaa
strategiuli dagegmvis saSualebiT
kompania TiToeuli biznes-erTeulis
funqcias gansazRvravs. marketinguli
dagegmva aris marketinguli strategiis SemuSaveba, romelic kompanias yvela
strategiuli miznebis ganxorcielebaSi exmareba. TiToeul saqmianobas, pro-
duqtsa Tu brends detaluri mmaarrkkeettiinngguullii ggeeggmmaa esaWiroeba. rogoria mar-
ketinguli gegma? aq yuradRebas gavamaxvilebT produqtis an brendis dagegm-
vaze.
mmaarrkkeettiinngguullii ggeeggmmaa
(Marketing plan)
detaluri gegma pro-
duqtis an
brendisaTvis,
romelic afasebs
mimdinare mar-
ketingul mdgomare-
obas da gansaz-
Rvravs marketingul
miznebs, marketingul
strategiebs, samo-
qmedo programas, biu-
jetsa da kontro-
lis meqanizmebs.
ssuurraaTTii 22..66
marketinguli anali-
zi, dagegmva, ganxor-
cieleba da kontro-
li
■ marketologebma mudmivad unda dagegmon TavianTi analizis, ganxorci-
elielebisa da kontrolis qmedebebi.

48. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 71
cxrili 2.2 produqtis an brendis marketinguli gegmis ZiriTad nawilebs
asaxavs. gegma iwyeba Semajamebeli winasityvaobiT, romelic mTavari miznebis,
rekomendaciebisa da Sefasebebis swrafi mimoxilvaa. gegmis ZiriTad nawils
warmoadgens arsebuli marketinguli mdgomareobis, agreTve potenciuri
safrTxeebisa da xelsayreli SesaZleblobebis detaluri analizi. Semdeg
yalibdeba brendis ZiriTadi miznebi da maTi miRwevisaTvis saWiro mar-
ketinguli strategia ganisazRvreba.
marketinguli strategia miznobrivi bazrebis, pozicionirebis, mar-
ketinguli kompleqsisa da marketinguli xarjebis specifikur strategiebs
moicavs. am nawilSi naCvenebia, Tu rogor reagirebs TiToeuli strategia im
dabrkolebebze, SesaZleblobebsa Tu kritikul sakiTxebze, romlebic gegmaSia
aRniSnuli. marketinguli strategiis danergvis samoqmedo programas, mar-
ketingis biujetis detalebTan erTad, marketinguli gegmis damatebiTi nawili
gansazRvravs. xolo ukanaskneli nawili im kontrolis meqanizmebis monaxazs
adgens, romelic gamoiyeneba miRweuli progresis monitoringisaTvis. kontro-
lis safuZvelze SemuSavdeba adekvaturi makoreqtirebeli qmedebebi.
mmaarrkkeettiinngguullii ggeeggmmiiss ggaannxxoorrcciieelleebbaa
kargi strategiis ganxorcieleba aris warmatebuli marketingisaken gadadg-
muli pirveli nabiji. rac unda kargi iyos marketinguli strategia, igi nakle-
befeqturi iqneba, Tu kompania ver SeZlebs mis swor Sesrulebas. mmaarrkkeettiinngguullii
ggeeggmmiiss ggaannxxoorrcciieelleebbaa aris procesi, romelic strategiuli marketinguli
miznebis misaRwevad marketingul strategiebsa da gegmebs marketingul qmede-
bebad aqcevs. ganxorcieleba aris yoveldRiuri da yovelTviuri moqmedebebi,
romlebic marketingul gegmebs efeqturad gadaaqcevs marketingul qmedebebad.
amgvarad, Tu marketinguli gegma wyvets, ra da ratom unda moxdes, mar-
ketinguli gegmis ganxorcieleba gansazRvravs vin, sad, rodis da rogor gaa-
keTebs saqmes.
bevri marketologi Tvlis, rom `saqmeebis sworad gakeTeba~ (ganxorciele-
ba) mniSvnelovania,an ufro mniSvnelovanic ki,vidre `swori saqmeebis gakeTeba~
(strategia). faqtia, rom warmatebisaTvis orives kritikuli mniSvneloba aqvs
da orives efeqturi danergvis saSualebiT kompanias Sansi eZleva, moipovos
konkurentunariani upiratesoba.16 SesaZloa or kompanias arsebiTad msgavsi
strategia hqondes, magram upiratesobas strategiis swrafi da ukeTesi ganxor-
cielebis saSualebiT miaRwevs erT-erTi. es rTuli procesia – xSirad bevrad
ufro advilia kargi marketinguli strategiis dasaxva, vidre misi aRsruleba.
sul ufro mWidro msoflio urTierTobis pirobebSi, marketinguli stra-
tegiebisa da gegmebis danergva marketinguli sistemis yvela donis SeTanxme-
bul saqmianobas moiTxovs. magaliTad, kompania Black & Decker-is marketinguli
gegmis ganxorcielebis yoveldRiur saqmianobas aTasobiT adamiani inawilebs
rogorc organizaciis SigniT, aseve mis farglebs gareT. marketingis mene-
jerebi iReben gadawyvetilebebs miznobriv segmentebis, brendis, SefuTvis,
Sefasebis, gayidvis stimulirebisa da distribuciis Sesaxeb. isini kompaniis
farglebs SigniT arsebul sxvadasxva departamentebTan amyareben urTierTo-
bas, raTa produqtebisa da programebisaTvis saWiro mxardaWera uzrunvelyon.
produqtis dizains inJinrebTan ganixilaven, produqtis maragis sakiTxebs _
warmoebis departamentTan, xolo fondebsa da dafinansebis sakiTxebs _
finansistebTan. isini ukavSirdebian agreTve `gareSe xalxs~, magaliTad,
sareklamo saagentoebs, medias, romlebic ugegmaven axal sareklamo kampaniebs.
Home Depot-i, Wal-Mart-i da sxva sacalo movaWre firmebi, gayidvis stimulirebas
uweven Black & Decker-is produqcias da uyofen saTanado sademonstracio adg-
ilebs.
warmatebuli marketinguli gegmis ganxorcieleba damokidebulia kom-
paniis unarze sakuTari personali, organizaciuli struqtura, gadawyvetile-
bebi, waxalisebis sistema da kompaniis kultura erTian samoqmedo programaSi
warmatebiT gaaerTianos. personalis saWiro kvalifikacia, motivacia da
pirovnuli maxasiaTeblebi nebismier safexurze aucilebeli pirobaa. mar-
ketinguli strategiis danergvaSi mniSvnelovan rols TamaSobs rogorc kom-
paniis organizaciuli struqtura, aseve gadawyvetilebis miRebisa da waxa-
lisebis sistemebi. magaliTad, Tu kompaniis kompensaciis sistema menejerebs
mmaarrkkeettiinngguullii ggeeggmmiiss
ggaannxxoorrcciieelleebbaa
(Marketing
implementation)
procesi, romelic
strategiuli mar-
ketinguli miznebis
misaRwevad mar-
ketingul strate-
giebsa da gegmebs
marketingul qmedebe-
bad aqcevs.

49. 72 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
ccxxrriillii 22..22 mmaarrkkeettiinngguullii ggeeggmmiiss SSiinnaaaarrssii
nnaawwiillii mmiizzaannii
Semajamebeli winasityvaoba warmoadgens gegmis mTavari miznebisa da rekomendaciebis mokle Sejamebas
menejmentis mimoxilvisaTvis, rac gegmis ZiriTadi sakiTxebis swraf
mokvlevaSi exmareba. Semajamebeli winasityvaobis Semdeg modis Sinaarsi.
arsebuli marketinguli D aRwers miznobriv bazars da bazarze kompaniis pozicias, maT Soris informdm-
mdgomareobis analizi macias bazris, produqtebis maCveneblebis, konkurenciisa da distribuciis
Sesaxeb. es nawili moicavs:
● bazris aRweras, romelic gansazRvravs bazars da mis ZiriTad segmentebs,
Semdeg mimoixilavs myidvelis im saWiroebebsa da faqtorebs, romlebmac
SesaZloa Sesyidvis procesze imoqmedos.
● produqtis mimoxilvas, rac aCvenebs produqciis seriaSi mTavari produqtebis
gayidvas, fasebsa da mTlian mogebas.
● konkurenciis mimoxilvas, romelic gansazRvravs ZiriTad konkurentebs,
afasebs maT bazarze pozicionirebas, produqtis xarisxs, distribuciasa da
gayidvis stimulirebas.
● distribuciis mimoxilvas, romelic afasebs gayidvis ukanasknel tendenciebs
da zrdis sxva maCveneblebs sadistribucio arxSi.
safrTxeebisa da im ZiriTadi safrTxeebisa da xelsayreli SesaZleblobebis Sefaseba, romleb-
SesaZleblobebis analizi sac SesaZloa kompania waawydes. es exmareba xelmZRvanelobas, gaiTvaliswinos
kompaniis zrdis iseTi Tanmdevi, mniSvnelovani dadebiTi da uaryofiTi faq-
torebi, romlebmac SesaZloa kompaniasa da mis strategiaze gavlena iqonios.
miznebi da amocanebi gegmis Tanaxmad, kompaniis miznebis Camoyalibeba da maTi miRwevisaTvis saWiro
ZiriTadi sakiTxebis ganxilva. magaliTad Tu kompaniam miznad daisaxa, miaR-
wios 15%-ian sabazro wils, gegmis es nawili ganixilavs, Tu rogor unda
miaRwios am mizans.
marketinguli strategia farTo marketinguli logikis gansazRvra, romlis saSualebiT biznes-erTeuli
imedovnebs miznebis miRwevas, axdens miznobriv bazarze pozicionirebas da
adgens saTanado marketinguli xarjebis doneebs. marketinguli kompleqsis
TiToeuli elementisaTvis specifikur strategias gansazRvravs da adrindel
gegmaSi aRniSnul safrTxeebze, SesaZleblobebze da kritikul sakiTxebze rea-
girebis xerxebs ganmartavs.
samoqmedo programa ganmartavs, rogor SeiZleba marketinguli strategiis specialur samoqmedo
programad Camoyalibeba, romelic, Tavis mxriv, Semdeg kiTxvebze gvaZlevs
pasuxs: ra gakeTdeba? rodis gakeTdeba? vin aris pasuxismgebeli Sesrulebaze?
ra Rirebuleba eqneba mas?
biujeti marketinguli biujetis detaluri mimoxilva, rac ZiriTadad dagegmili
mogeba-zaralis uwyiss moicavs. igi gviCvenebs savaraudo wliur Semosavals
(gayiduli erTeulebis mosalodnel raodenobas da maT saSualo fass) da
savaraudo xarjebs (warmoebis, distribuciisa da marketingis). maTi sxvaoba
aris dagegmili mogeba. xelmZRvaneli pirebis damtkicebis Semdeg biujeti
xdeba masalebis Sesyidvis, warmoebis dagegmvis, personalis SerCevisa da mar-
ketinguli operaciebis Catarebis bazisi.
kontroli sakontrolo sistemis SemuSaveba, romlis saSualebiT miRweuli Sedegebis mon-
itoringi warimarTeba. igi xelmZRvanelobas daexmareba, mimoixilos dasaxuli
gegmebis ganxorcielebis Sedegebi da aRmoaCinos maTi miznebisaTvis
Seuferebeli produqtebi.
moklevadiani SedegebisTvis premiebs urigebs, maSin maT naklebi stimuli
eqnebaT grZelvadiani miznebis miRwevisaTvis.
dabolos, warmatebuli ganxorcielebisaTvis firmis marketinguli
strategia srulad unda Seesabamebodes kompaniis kulturas, faseulobaTa sis-
temasa da organizaciis personalis mrwamss. amerikis yvelaze warmatebuli
kompaniebis Seswavlisas aRmoCnda, rom Zlieri, bazarze orientirebuli misiis
garSemo am kompaniebma TiTqmis yvelasTvis sanimuSo kultura Seqmnes. iseTi
kompaniebis, rogorebic aris Wal-Mart-i, Dell, Microsoft-i, Nordstorm-i, Citicorp-i, Procter
& Gamble da Walt Disney, `TanamSromlebs imdenad Zlieri xedva aqvT, rom maT
uTqmelad ician, ra sWirdeba maT kompanias~.17

50. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 73
mmaarrkkeettiinngguullii ddeeppaarrttaammeennttiiss ssttrruuqqttuurraa
marketinguli strategiebisa da gegmebis gansaxorcieleblad kompaniam mar-
ketinguli `organizacia~ unda Seqmnas. patara kompaniebSi yovelive amas –
kvlevebs, gayidvas, reklamirebas, myidvelis momsaxurebasa da sxva marketingul
RonisZiebebs _ erTi adamiani ganagebs. kompaniis zrdasTan erTad marketingis
departamentic izrdeba. did kompaniebSi is bevr specialists iTvlis. amg-
varad, General Electric-s hyavs produqtis ganviTarebis, bazris kvlevebis da gayid-
vis menejerebi, realizatorebi, sareklamo eqspertebi da sxva specialistebi.
marketinguli departamentis Camoyalibebis ramdenime gza arsebobs. mar-
ketingis departamentis yvelaze miRebuli formaa organizeba funqciebis
mixedviT. aseT struqturaSi sxvadasxva marketingul saqmianobas
xelmZRvanelobs funqciuri specialisti _ gayidvis menejeri, reklamis mene-
jeri, marketinguli kvlevis menejeri, myidvelTa momsaxurebis menejeri an
axali produqciis ganviTarebis menejeri. saerTaSoriso arenaze moaspareze
kompania xSirad iyenebs marketingis departamentis geografiul organizebas.
kompania Tavis savaWro personalsa da marketologebs konkretuli qveynebis,
regionebisa Tu ubnebis mixedviT yofs. geografiuli struqturis dros per-
sonali muSaobs garkveul teritoriaze, ecnoba iqaur garemosa da iq myof
myidvelebTan muSaobs.
produqtisa da brendis Mmravali saxeobis mflobeli kompania xSirad
marketingis departamentis produqtis marTvis mixedviT organizebas irCevs. am
struqturis mixedviT produqtis menejeri pasuxismgebelia Tavis produqtze.
mas evaleba, am produqtisTvis strategiisa da marketinguli programis Seqmna
da ganxorcieleba. produqtis marTvis struqtura pirvelad 1929 wels kompania
Procter & Gamble-ma ganaxorciela. kompaniis axalma saponma Camay-m ver moitana
saTanado mogeba, amitom P&G-ma daniSna produqtis mmarTveli, romelsac dae-
vala, am produqtis ganviTarebisa da gayidvis stimulirebisaTvis gansakuTre-
buli yuradReba mieqcia. yovelive aman kargi Sedegi gamoiRo da male kompaniam
sxva produqtis menejerebic daniSna.18 mas Semdeg Zalian bevrma firmam,
gansakuTrebiT samomxmareblo produqciis mwarmoeblebma, praqtikaSi danerga
aseTi midgoma.
marketingis departamentis bazris an momxmareblis marTvis mixedviT
organizeba saukeTesoa kompaniebisaTvis, romlebic yidian erTi saxis produq-
cias sxvadasxva tipis bazarsa da myidvelze, romelTac gansxvavebuli
saWiroebebi da survilebi gaaCniaT. am sistemis mTavari upiratesobaa is, rom
kompania organizebulia konkretuli myidvelTa segmentebis saWiroebebis
garSemo.
didi kompaniebi, romlebic mravali saxis sxvadasxva produqts awarmoeben
da sxvadasxva geografiul da samomxmareblo bazrebs moicaven, ZiriTadad
iyeneben marketingis departamentis funqciur, geografiul, produqtis marTvisa
da bazris marTvis organizebis kombinacias. es aris imis garanti, rom
TiToeuli funqcia, produqti da bazari sakmaris yuradRebas miiRebs. Tumca
amis Sedegad SesaZloa gaizardos maRali anazRaurebis mqone menejerebis Sre,
xolo organizaciis moqniloba ki Semcirdes. magram, rogorc wesi, miuxedavad
arsebuli dabrkolebebisa, organizaciuli specializacia sakmaod momgebiania.
ukanasknel wlebSi marketinguli organizacia sul ufro met
mniSvnelobas iZens. rogorc pirvel TavSi ganvixileT, bevri kompania mivida im
daskvnamde, rom ufro meti yuradReba dauTmos myidvelebsa da myidvelebTan
urTierTobas. kompaniebis umravlesoba brendis menejmentis nacvlad, TandaTan
yuradRebas amaxvilebs myidvelebTan urTierTobebis marTvaze – anu nel-nela
myidvelis kapitalis marTvaze gadadian.19 bevri kompania ki Tavis marketingul
operaciebs mniSvnelovani myidvelis garSemo axorcielebs. magaliTad, iseT
kompaniebs, rogorebic arian Procter & Gamble, Black & Decker-i, Newell Rubbermaid-i,
hyavT didi gundebi da mTliani danayofebic ki,romlebic iseT did myidvelebs
emsaxurebian, rogorebicaa Wal-Mart-i, Target-i da Home Depot-i.
mmaarrkkeettiinngguullii ssaaqqmmiiaannoobbiiss kkoonnttrroollii
imis gamo, rom marketinguli gegmis ganxorcielebisas bevri moulodneloba

51. 74 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
xdeba, marketingis departamentma praqtikaSi marketinguli saqmianobis kon-
troli unda danergos. mmaarrkkeettiinngguullii ssaaqqmmiiaannoobbiiss kkoonnttrroollii aris mar-
ketinguli strategiebisa da gegmebis SesrulebiT miRebuli Sedegebis
gazomvis, Sefasebisa da makoreqtirebeli nabijebis gadadgmis procesi. suraTi
2.7 gviCvenebs, rom marketinguli saqmianobis kontroli oTx safexurs moicavs.
pirvelad, xdeba miznebis Camoyalibeba. amis Semdeg, sabazro sivrceSi
Sesrulebuli samuSaos gazomva da Sefaseba xdeba, rodesac xdeba Sedareba
dagegmili da realurad miRebuli maCveneblebis. dabolos, menejmenti makore-
qtirebel nabijebs dgams, raTa miznebsa da miRebul maCveneblebs Soris arse-
buli garRveva gamoasworos. aman SesaZloa samoqmedo programisa da TviT
miznebis cvlilebebic gamoiwvios.
saeqspluatacio kontroli gulisxmobs mimdinare maCveneblebis Sedarebas
wliur gegmasTan da, saWiroebis SemTxvevaSi, koreqtuli nabijebis gadadgmas.
am kontrolis mizania, rom uzrunvelyos gayidvebis, mogebisa da sxva maCve-
neblebis Sesabamoba wliuri gegmis maCveneblebTan. agreTve, gamoiyeneba sxva-
dasxva produqtis, teritoriis, bazrisa da ganawilebis arxis momgebianobis
gansazRvraSi.
strategiuli kontroli gviCvenebs, ramdenad Seesabameba kompaniis
ZiriTadi strategiebi garemoSi arsebul SesaZleblobebs. marketinguli
strategiebi da programebi SesaZloa male moZveldes, amitom TiToeuli kompa-
nia midgomis periodul gadaxalisebas saWiroebs. msgavsi strategiuli kon-
trolis mTavar instruments mmaarrkkeettiinngguullii aauuddiittii warmoadgens. marketinguli
auditi aris kompaniis garemos, miznebis, strategiebisa da saqmianobebis sruli,
sistemuri, damoukidebeli da perioduli Semowmeba problemuri sakiTxebisa da
SesaZleblobebis gansazRvrisaTvis. auditi kargi pirobaa kompaniis
maCveneblis gaumjobesebisaTvis.20
marketinguli auditi moicavs marketingis yvela funqciur sferos. misi
saSualebiT fasdeba marketinguli garemo, marketinguli strategia, mar-
ketinguli kompleqsi, marketingis produqtiuloba da momgebianoba (rentabe-
loba). rogorc wesi, audits axorcielebs gareSe specialisti. xelmZRvanelo-
bisaTvis ki Sedegebi moicavs moulodnelobebs, rogorc dadebiTs, aseve
uaryofiTs. amis Semdeg xelmZRvaneloba wyvets, Tu ra moqmedebebia saWiro,
rodis da rogor unda danergos isini.
■❚ mmaarrkkeettiinngguullii ggaarreemmoo
marketinguli funqciebis marTva arc ise rTuli iqneboda, Tu marketologebs
saqme mxolod kontrolirebad marketinguli kompleqsis cvladebTan
eqnebodaT. magram kompania moqmedebs kompleqsur marketingul garemoSi,
romelic arakontrolirebad Zalebs moicavs da igi movalea, Seeguos maT. am
garemoSi aris rogorc safrTxeebi, aseve SesaZleblobebi. kompaniam garemo
dakvirvebulad unda gaaanalizos, raTa SeZlos safrTxeebis Tavidan acileba,
xolo SesaZleblobebis Tavis sasargeblod gamoyeneba.
kompaniis marketinguli garemo aris kompaniasTan axlos arsebuli
Zalebi, romlebic gavlenas axdenen mis unarze, moemsaxuros momxmarebels (kom-
paniebis sxva departamentebi, ganawilebis arxis wevrebi, mommarageblebi, myid-
velebi da sxva). is aseve moicavs ufro farTo demografiul, ekonomikur, poli-
tikur, samarTlebriv, socialur da kulturul Zalebs. marketolo-gebisaTvis
yvela es faqtori gasaTvaliswinebelia, raTa myidvelebTan da partniorebTan
xelsayreli urTierTobis Camoyalibebisa da SenarCunebis procesSi warmate-
bas miaRwion. marketingul garemos ufro vrclad me-3 TavSi ganvixilavT.
mmaarrkkeettiinngguullii
aauuddiittii (Marketing
audit)
kompaniis garemos,
miznebis, strate-
giebisa da saqmi-
anobis sruli, siste-
muri da perioduli
Semowmeba proble-
muri sakiTxebisa da
SesaZleblobebis
gansazRvrisaTvis. am
dros xdeba samo-
qmedo gegmis
SemuSaveba, romelic
daexmareba kompanias
marketinguli
maCveneblis
gaumjobesebaSi.
ssuurraaTTii 22..77
marketinguli kon-
trolis procesi
mmaarrkkeettiinngguullii
ssaaqqmmiiaannoobbiiss
kkoonnttrroollii (Marketing
control)
marketinguli
strategiebisa da
gegmebis SesrulebiT
miRebuli Sedegebis
gazomvis, Sefasebisa
da makoreqtirebeli
nabijebis gadadgmis
procesi.

52. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 75
2.3
bb ii zz nn ee ss ii ss aa qq aa rr TT vv ee ll oo SS ii
banki `respublika~, yvelaze xangrZlivi istoriis
mqone banki saqarTveloSi, daarsda 1991 wels.
banki `respublika~ wamyvani komerciuli bankia
saqarTveloSi sacalo da finansur momsaxurebaSi
mudmivad zrdadi operaciebis mxriv. bankSi dasaqme-
bulia 500-ze meti adamiani. is Tavis momxmare-
blebs 23 filialisa da serviscentris
meSveobiT emsaxureba.
bankis wili mTlian sabanko depozitebSi
11%-s Seadgens, xolo mTlian sabanko sesxebSi
– 7%-s. amavdroulad, Tavisi mTliani
aqtivebiT banks ukavia mexuTe adgili saqar-
Tvelos sabanko sistemaSi da aseve meoTxe
adgili mTliani sadepozito porTfelis
mixedviT. banki flobs plastikuri baraTebis
bazris 13%-s. 2006 wels bankma `respublikam~
gazarda Ta-visi aqtivebi 65%-iT.
`respublika~ aRiarebulia erT-erT yve-
laze sando da dinamiurad ganviTarebad
bankad saerTaSoriso finansur institutebs
Soris, romelic yovelTvis cdilobs gaaer-
Tianos saqarTvelos bazris specifikis Rrma
codna da muSaobis dasavluri standartebi.
2006 wlis 30 seqtembers bank `respublikis~
aqciaTa paketis 60%-is mflobeli gaxda jgufi
`sosiete jenerali~, xolo aqciaTa 10% evropis
rekonstruqciisa da ganviTarebis bankma EBRD-
ma SeiZina.
Société Générale-i erT-erTi umsxvilesi
finansuri institutia evrozonaSi. jgufSi
dasaqmebulia 103 000-mde adamiani sami
ZiriTadi biznesmimarTulebiT:
◆ sacalo da finansuri momsaxureba:L Société
Générale-i emsaxureba 20 milionze met momx-
marebels msoflios masStabiT.
◆ globaluri sainvesticio menejmenti da
momsaxureba: Société Générale-i aris erT-erTi
umsxvi-lesi banki evrozonaSi meruveobasa
da marTvaSi arsebuli aqtivebis mixedviT.
◆ korporaciuli da sainvestiicio banki:
Société Générale-i dasaxelebulia msoflios
wamyvan bankebs Soris evropis finansur
bazrebze, derivativebSi da struqturirebul fi-
nansebSi.
Société Générale-i Sedis socialurad pasuxismge-
beli investiciis indeqsebis mTavar xuTeulSi.

53. 76 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
biznesSi ramdeni da rogori investicia Cados;
meore _ zrdisa da gamoxSirvis strategiebis
ganviTarebiT momavali biznes-portfeli Sead-
ginos. kompaniam portfelis dagegmvis formalu-
ri meTodi unda gamoiyenos, magram dRes bevri
kompania Tavisi mdgomareobisaTvis Sesabamisi
portfelis dagegmvis ufro moqnil saSualebebs
iyenebs. produqt/bazris eqspansiis matrica
gvTavazobs oTx SesaZlo strategias: bazarze
SeRwevas, bazris ganviTarebas, produqtis
ganviTarebasa da diversifikacias.
33.. SSeeaaffaasseeTT mmaarrkkeettiinnggiiss rroollii ssttrraatteeggiiuull
ddaaggeeggmmvvaaSSii ddaa ggaannmmaarrtteeTT,, rrooggoorr xxddeebbaa ffiirr--
mmiiss SSiiddaa ddaa ggaarree ppaarrttnniioorreebbTTaann xxeellssaayyrreellii
uurrTTiieerrTToobbeebbiiss CCaammooyyaalliibbeebbaa..
strategiuli miznebis miRwevisaTvis TiToeuli
biznes-erTeulis funqcionalurma ganyofile-
bebma (marketingis, finansebis, aRricxvis,
Sesyidvebis, warmoebis, sainformacio teqnolo-
giebis, kadrebis da sxva) SeTanxmebulad,
erTdroulad unda imoqmedon. mimzidveli sabaz-
ro SesaZleblobebis gaTvaliswinebiT, sabazro
koncefciis filosofiisa da saTanado Senata-
nebis daxmarebiT, marketingi kompaniis strate-
giuli dagegmvis procesSi mTavar rols Tama-
Sobs. calkeul biznes-erTeulebTan erTad,
marketingi erTeulis miznis misaRwevad strate-
gias ayalibebs da maTi momgebianad (rentabelu-
rad) ganxorcielebis procesSi monawileobs.
martooden marketologebs myidvelisaTvis
saukeTeso faseulobis warmoeba ar ZaluZT.
myidvelis mizidvis, SenarCunebisa da zrdis
procesSi maT mxolod partnioris funqcia gaaC-
niaT. is, Tu ramdenad kargad uZRveba TiToeuli
departamenti myidvelis faseulobaTa damatebis
process, gansazRvravs, ramdenad Sedegiania am
departamentebis erToblivi muSaoba. amgvarad,
marketologebma partniorebTan urTierTobebis
marTva praqtikaSi unda danergon. efeqtur
faseulobaTa jaWvis formirebisaTvis, romelic
myidvels emsaxureba, marketologebma kompaniis
sxva departamentebTan mWidro urTierToba unda
daamyaron. saukeTeso, konkurentunarian faseu-
lobaTa miwodebis qselis Camosayalibeblad ki
sxva kompaniebTan efeqturi partnioruli ur-
TierToba unda iqonion.
44.. ddaaaaxxaassiiaaTTeeTT mmoommxxmmaarreebbeellzzee ggaaTTvvlliillii mmaarr--
kkeettiinngguullii ssttrraatteeggiiaa ddaa mmaarrkkeettiinngguullii kkoomm--
pplleeqqssii..
marketinguli strategiisa da programebis
SuagulSi moqceulia myidvelTan urTierTobebi.
bazris segmentaciis, miznobrivi bazris Ser-
Cevisa da bazarze pozicionirebis saSualebiT
kompania mTlian bazars patar-patara segmente-
bad yofs, irCevs TavisTvis saukeTesos da
ra SeiswavleT marketingis Sesaxeb?
pirvel TavSi Cven ganvsazRvreT mar-
ketingi da marketinguli procesebi.
am TavSi ganvixileT mTeli kompaniis
strategiis dagegmva da misi roli
organizaciaSi. Semdeg, ufro vrclad, ganvixi-
leT marketinguli strategia, marketinguli kom-
pleqsi da marketingis marTvis ZiriTadi funq-
ciebi. amdenad, Tqven ukve sakmao warmodgena
gaqvT Tanamedrove marketingis safuZvlebze.
Semdeg TavebSi Cven ufro safuZvlianad gavec-
nobiT am koncefciebs.
11.. aaxxsseenniiTT mmTTeellii kkoommppaanniiiiss ssttrraatteeggiiuullii ddaaggeegg--
mmvvaa ddaa mmiissii ooTTxxii ssaaffeexxuurrii..
strategiuli dagegmva aris mTeli kompaniis
strategiis SerCevis rTuli procesi. marketin-
guli strategia da marketinguli programebi
ufro farTo, mTeli kompaniis strategiuli geg-
mis konteqstSi xorcieldeba. miuxedavad imisa,
rom formaluri dagegmva kompanias araerT
sargebels sTavazobs, yvela kompania ar an kar-
gad ver iyenebs mas. miuxedavad imisa, rom
strategiuli dagegmva ZiriTadad did korpora-
ciebzea gaTvlili, igi mcire biznesisTvisac
xelsayrelia.
strategiuli dagegmva oTx safexurs moicavs:
kompaniis misiis gansazRvra, miznebis dasaxva,
biznes-portfelis Seqmna da funqciuri gegmebis
ganviTareba. kompaniis mkafio strategiis gan-
sazRvra formaluri misiis ganacxadis Camoya-
libebiT iwyeba, romelic unda iyos bazarze
orientirebuli, realuri, specifikuri, moti-
vaciis Semqmneli da garemos Sesabamisi. kom-
paniis misiidan gamomdinare detaluri miznebis
dasaxva unda moxdes menejmentis TiToeuli
rgolisaTvis. kompaniis misiisa da miznebis
gansazRvris Semdeg menejmentma unda Seadginos
kompaniis bbiizznneess--ppoorrttffeellii _ biznesebisa da
produqtebis erToblioba, romelic kompanias
warmoadgens. Tavis mxriv, TiToeuli biznesisa
da produqtis erTeuli movalea, kompaniis
strategiuli gegmis Sesabamisad, detaluri mar-
ketinguli gegmebi Camoayalibos.
22.. iimmssjjeelleeTT,, rrooggoorr uunnddaa CCaammooyyaalliibbddeess
bbiizznneess--ppoorrttffeellii ddaa ggaannvviiTTaarrddeess bbiizznneessiiss
zzrrddiissaa ddaa ggaammooxxSSiirrvviiss ssttrraatteeggiiaa..
kompaniis misiis ganacxadisa da miznebis
saSualebiT kompania biznes-portfels qmnis, anu
es aris kompaniis Semadgeneli saqmianobebisa da
produqtebis erToblioba. firmas surs, hqondes
biznes-portfeli, romelic garemo pirobebis
Sesabamisad, saukeTesod moergeba mis sust da
Zlier mxareebs. amisaTvis, pirveli _ kompaniam
Tavisi mimdinare biznes-portfelis analizi
unda gaakeTos da gadawyvitos, Tu romel
SSeeiissvveenneeTT::
kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall

54. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 77
wyvets, rogor miawodos miznobriv myidvels
faseuloba. miznobriv bazarze sasurveli Sede-
gis misaRwevad igi marketingul kompleqss
ayalibebs, romelic moicavs produqts, fass, dis-
tribuciasa da stimulirebas.
55.. CCaammooTTvvaalleeTT mmaarrkkeettiinnggiiss mmeenneejjmmeennttiiss ffuunnqq--
cciieebbii,, mmaaTT SSoorriiss mmaarrkkeettiinngguullii ggeeggmmiiss eellee--
mmeenntteebbiicc..
marketinguli procesebis marTva marketingis
menejmentis oTxi funqciis saSualebiT
sruldeba – analizi, dagegmva, ganxorcieleba
da kontroli. pirvel rigSi, mTeli kompaniis
strategiul gegma yalibdeba, saidanac gamomdi-
nareobs produqtisa Tu brendis marketinguli
da sxva gegmebi. marketinguli gegmis ZiriTadi
komponentebia: Semajamebeli winasityvaoba, arse-
buli marketinguli mdgomareobis analizi,
safrTxeebisa da SesaZleblobebis analizi,
miznebi da amocanebi, marketinguli strategia,
samoqmedo programebi, biujeti da kontrolis
meqanizmebi. xSirad kargi strategiis dagegmva
mis aRsrulebaze bevrad advilia. warmatebi-
saTvis aucilebelia marketinguli strategiis
efeqturi ganxorcieleba. amaze ZiriTadi pasux-
ismgebloba kompaniis marketingul departaments
ekisreba. Tanamedrove marketinguli departamen-
tis organizeba SesaZloa: funqciebis, geografi-
uli, produqtis marTvisa da bazris marTvis
mixedviT.
TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii
bbaazzaarrzzee ppoozziicciioonniirreebbaa Market positioning
bbaazzaarrzzee SSeeRRwweevvaa Market penetration
bbaazzrriiss ggaannvviiTTaarreebbaa Market development
bbaazzrriiss sseeggmmeennttaacciiaa Market Segmentation
ggaayyiiddvviiss kkoonncceeffcciiaa Selling concept
bbaazzrriiss sseeggmmeennttii Market segment
bbaazzrriiss zzrrddiissaa ddaa Growth-share matrix
bbaazzrriiss wwiilliiss mmaattrriiccaa
bbiizznneess--ggaammooxxSSiirrvvaa Downsizing
bbiizznneess--ppoorrttffeellii Business portfolio
ddiivveerrssiiffiikkaacciiaa Diversification
ffaasseeuulloobbaaTTaa jjaaWWvvii Value chain
ffaasseeuulloobbaaTTaa mmiiwwooddeebbiiss Value-delivery network
qqsseellii
mmaarrkkeettiinngguullii aauuddiittii Marketing audit
mmaarrkkeettiinngguullii ggeeggmmaa Marketing plan
mmaarrkkeettiinngguullii ggeeggmmeebbiiss Marketing implementation
ggaannxxoorrcciieelleebbaa
mmaarrkkeettiinngguullii kkoommpplleeqqssii Marketing mix
mmaarrkkeettiinngguullii ssaaqqmmiiaannoobbiiss Marketing control
kkoonnttrroollii
mmaarrkkeettiinngguullii ssttrraatteeggiiaa Marketing strategy
mmiissiiiiss ggaannaaccxxaaddii Mission statement
mmiizznnoobbrriivvii bbaazzrriiss Target marketing
SSeerrCCeevvaa
ppoorrttffeelliiss aannaalliizzii Portfolio analysis
pprroodduuqqtt//bbaazzrriiss Product/market expansion grid
eeqqssppaannssiiiiss mmaattrriiccaa
pprroodduuqqttiiss ggaannvviiTTaarreebbaa Product development
ssttrraatteeggiiuullii Strategic Business Unit (SBU)
bbiizznneess--eerrTTeeuullii ((ssbbee))
ssttrraatteeggiiuullii ddaaggeeggmmvvaa Strategic planning
ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii
11.. arsebobs strategiuli dagegmvis
procesis oTxi safexuri. ra aris ma-
Ti aseTi Tanmimdevrobis mizezi? ra
Sedegebs gamoiwvevs am oTxi safexu-
ridan erT-erTis amoReba? ra rols TamaSobs
marketingi strategiuli dagegmvis procesSi?
22.. rogor SeiZleba bostonis sakonsultacio
jgufis bazris zrdisa da wilis matricis
gamoyeneba, mimdinare biznes-portfelisa da
momavali gegmebis SefasebaSi? ra SezRudvebi
gaaCnia portfelis analizis matricul midgo-
mebs? ganixileT, ra funqcia akisria pro-
duqt/bazris eqspansiis matricas xelsayreli
zrdis SesaZleblobis gansazRvraSi.
33.. ganixileT faseulobaTa jaWvis koncefcia.
marTalia Tu ara mosazreba, rom faseulobaTa
jaWvis siZliere misi yvelaze susti rgolis
tolfasia? daasabuTeT Tqveni pasuxi. rogor
SeiZleba sxva organizaciebTan partniorobis
safuZvelze faseulobaTa-miwodebis qselis
Camoyalibeba da SemdgomSi kompaniis maCveneb-
lebis gaZliereba?
44.. ganixileT gansxvaveba am terminebs Soris:
bazris segmentacia, miznobrivi bazris SerCeva
da bazarze pozicionireba.
55.. ganixileT TiToeul P-sTan dakavSirebuli
sxvadasxva qmedeba. ra dadebiTi mxare gaaCnia
oTxi P-s nacvlad oTxi C-s danergvas?
66.. marketingis marTvis procesSi ra roli
akisria analizs, dagegmvas, ganxorcielebasa da
kontrols? rogor xdeba TiToeuli mar-
ketinguli funqciis erTmaneTTan dakavSireba?
ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii
11.. kompaniis zrdis SesaZleblobebis gansaz-
RvrisaTvis produqt/bazris eqspansiis matrica
gamoiyeneba. ganixileT swrafi kvebis kompania
Subway, romelic yidis sendviCebs, Cipsebsa da
iimmooggzzaauurreeTT

55. 78 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
gamagrilebel sasmelebs. dafiqrdiT da gansaz-
RvreT Subway-sTvis zrdis oTxi strategia, rom-
lebic produqt/bazris eqspansiis matricis Ti-
Toeul ujras Seesabameba.
22.. Propel aris kompania Gatorade-is axali, msubuqi
aromatis mqone, vitaminebiT gajerebuli gama-
grilebeli sasmeli kenkris, mayvlisa da kivi-
alublis gemoTi. gansazRvreT am sasmelebis
miznobrivi bazari. rogor SeiZleba maTi pozi-
cionireba konkurentul produqtebTan mimarTe-
baSi (sportuli sasmelebi, boTlis wylebi,
forToxlis wvenebi da rZe)?
33.. bolo dros Nike golfis bazarze Sevida da
golfis joxebis,burTebis,CanTebis,fexsacmlisa
da tansacmlis gamoSveba daiwyo. Tiger Woods-is
(golfSi mravalgzis msoflio Cempioni) meS-
veobiT Nike-ma moaxdina Tavisi produqciis stim-
ulireba. ganixileT Nike-is marketinguli saqmi-
anobis kontrolis oTxi safexuri, rogorc Tiger
Woods-is swrafi warmatebis Sefasebis kriteriumebi.
tteeqqnnoollooggiiuurr ssaammyyaarrooSSii
911 saswrafo momsaxurebis gasaum-
jobeseblad aSS-s federalurma
sakomunikacio komisiam (FCC) ganax-
orciela gegma, romlis mixedviT 2005
wlis bolosaTvis mobiluri telefonis abonen-
tis adgilsamyoflis gansazRvra SesaZlebeli
iqneba 100 metris radiusis sizustiT. arsebobs
usadeno mobilurebis adgilsamyofelis dadge-
nis ori gza: erTi – Sida GPS-Cipis mqone tele-
foni, meore ki _ sami an meti mobiluri momsax-
urebis gadamcem koSks Soris triangulaciis
(xazebis gavlebiT) saSualebiT abonentis adg-
ilsamyoflis dadgena. es teqnologia ukve
gamoiyeneba honkongSi, tokiosa da helsinkSi.
aman im marketologTa yuradReba miiqcia,
romelTac surdaT, myidvelis garkveul ubanSi
yofnisas, misTvis garkveuli maRaziebis
sareklamo masalis gagzavna. Tavdapirvelad, am
teqnologias iyenebdnen imisaTvis, rom abonentis
yuradReba garkveuli maRaziebisaken miemarTaT.
11.. mcire jgufebSi ganixileT am teqnologiis
potenciuri marketinguli gamoyeneba (garda
imisa, rac ukve ganxilulia).
22.. warmoidgineT, rom xarT mobiluri momsaxure-
bis mimwodebeli kompaniis marketinguli jgu-
fis wevri. Tqvens kompanias surs, rom es
teqnologia sacalo movaWreebs miyidos. am
kompaniisaTvis SeimuSaveT orive, rogorc pro-
duqtze, aseve bazarze orientirebuli, misiis
ganacxadi.
33.. ra upiratesobebs flobs bazarze orientire-
buli ganacxadi produqtze orientirebuli
misiis ganacxadTan SedarebiT?
kompaniebis _ Enron-isa da WorldCom-is
_ gaxmaurebulma skandalma ganaaxla
interesi imis mimarT, Tu rogor SeiZ-
leba msgavsi fiaskos Tavidan acile-
ba. dainteresebul investorebsa da
politikosebs axali gansaxilvevi Tema gamouC-
ndaT – korporaciis pasuxismgebloba. bevri
iziarebs azrs, rom organizaciis kultura gav-
lenas axdens sakuTari TanamSromlebis mora-
lur da sazogadoebrivad pasuxismgebel qce-
vaze.
11.. ganixileT kompaniis misiis ganacxadis roli
eTikuri korporaciuli qcevis waxalisebaSi.
22.. maSin rodesac faseulobaTa-miwodebis qselis
gaumjobesebisaTvis sul ufro meti firma
TanamSromlobs mommarageblebTan, distribu-
torebTan da myidvelebTan, ra sirTuleebi arse-
bobs pasuxismgebliani gadawyvetilebebis miRe-
bis monitoringisa da waxalisebisaTvis? risi
gakeTeba SeiZleba am sirTuleebis gadasalaxad?
33.. ra funqciuri datvirTva aqvs marketingul
audits skandalebis Tavidan acilebis saqmeSi?
eeTTiikkiiss ssaammyyaarrooSSii
Dunkin’ Donuts-is biznessituacia
ganTavsebulia wignis bolos,
danarTSi 1.
uuccxxoouurrii bbiizznneessssiittuuaacciiaa

56. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 79
2005 wlis dasawyisSi `saqarTvelos telekomis~
istoriaSi etapobrivi mniSvnelobis movlena moxda.
misi sakontrolo paketi – 51% _ saxelmwifom
gaasxvisa da kompaniis 81%-iani wilis mflobeli
gaxda amerikuli korporacia – `metromedia~,
romelic satelekomunikacio aqtivebs flobs
rogorc saqarTveloSi, aseve sxva qveynebSi. 2006
wels ki manve SeiZina darCenili mowiles _
kompania ,,bulkomis’’ 19% da amgvarad ,,saqarTvelos
telekomis’’ 100%-iani mflobeli gaxda privati-
zaciis Semdeg „saqarTvelos telekomis~ axalma
menejmentma Tvisobivad Secvala kompaniis marTvis
sistema, samoqmedo strategia; kompaniaSi Catarda
restruqturizacia, moxda finansuri da adamianuri
resursebis optimizacia. mniSvnelovani saxsrebi
daixarja marketinguli da saimijo proeqtebis
ganxorcielebaze. `saqarTvelos telekomi~ iqca
moqnil, moxmarebelze orientirebul kompaniad.
S.p.s. „saqarTvelos telekomi~ dafuZnda da
komerciuli saqmianoba daiwyo 1994 wels.
kompaniis damfuZneblebi iyvnen: saxelmwifo _
51% (saqarTvelos kavSirgabmulobisa da fostis
saministro – 40% da `saqalaqTaSoriso kav-
Siris centri~ – 11%), `telsel inkorporeiSeni~ –
30% (amerikuli korporaciis `metromediis~
Svilobili kompania) da kerZo pirebis kompania
`bulkomi~ – 19%. kompaniis ZiriTadi misia iyo da
dResac rCeba saqarTvelos mosaxleobis uzrun-
velyofa saerTaSoriso da saqalaqTaSoriso
satelekomunikacio momsaxurebiT. saqmianobis
profilidan gamomdinare kompaniis partniorebi
gaxdnen msoflioSi sayovelTaod cnobili aSS-s,
germaniis, saberZneTis, ruseTis, didi britaneTisa
da sxva qveynebis satelekomunikacio kompaniebi.
im periodisaTvis `saqarTvelos telekomi~ war-
moadgenda erTaderT nacionalur operators,
romelic srulad flobda serTaSoriso darek-
vebis bazars. es mdgomareoba Seicvala 1999-2000
ww, saqarTvelos satelekomunikacio bazris li-
beralizaciis da konkurentuli garemos Camoya-
qqaarrTTuullii bbiizznneessssiittuuaacciiaa
ssaaqqaarrTTvveellooss tteelleekkoommii __ ggaannvviiTTaarreebbiiss aaxxaallii
eettaappii

57. 80 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra
libebis Semdeg.
2000 wels Camoyalibda satelekomunikacio
sferos maregulirebeli organo – saqarTvelos
komunikaciebis erovnuli komisia (SemdgomSi
komisia). man satelekomunikacio bazris libe-
ralizaciisa da srulfasovani konkurentuli
garemos Camoyalibebis mizniT SeimuSava mniSvne-
lovani maregulirebeli kanonebi da debulebe-
bi,gasca Sesabamisi licenziebi,ramac ganapiroba
bazarze sxvadasxva profilis satelekomunika-
cio kompaniebis gamoCena. amJamad satelekomuni-
kacio bazarze operireben oTxi ZiriTadi
profilis kompaniebi (operatorebi): mobiluri
(Mob), adgilobrivi (fiqsirebuli) satelefono
qselis (LEC), saerTaSoriso/ saqalaqTaSoriso
kavSiris (IGO) operatorebi da internet ser-
visis mimwodeblebi (ISP). satelekomunikacio
bazris aRniSnul segmentebs Soris gansakuTre-
buli konkurentulobiT gamoirCeva saerTaSori-
so kavSirgabmulobis segmenti, sadac gacemulia
or aTeulze meti licenzia da moRvaweobs 20-
mde saerTaSoriso operatori, maT Soris Ziri-
Tadad eqvsi kompania mniSvnelovan sabazro
wilebs flobs.
diagramaze mocemulia saqarTvelos satele-
komunikacio bazris infrastruqtura mTliano-
baSi, zemoTxsenebuli da sxva misi Semadgeneli
segmentebis CvenebiT, maTi procentuli wilis
asaxviT dargis saerTo Semosavlebis struqtu-
raSi (2005 wlis komisiis oficialuri mona-
cemebis mixedviT). aqve moyvanilia calkeul
segmentebSi moqmedi ZiriTadi operatorebi, maTi
miaxloebiTi sabazro wilebis CvenebiT Sesaba-
misi momsaxurebis sferoebSi da segmentebis
urTierTkavSirebi.
saerTaSoriso kavSirgabmulobis bazarze kon-
kurenciis zrdas xeli Seuwyo 2005 wels bazris
regulirebis mizniT momxdarma cvlilebebma.
komisiis 2005 wlis 15 martis gadawyvetilebiT,
saerTaSoriso gamoZaxebebze arsebuli tarife-
bis sruli liberalizaciisaTvis, gauqmda manam-
de moqmedi satarifo zRvrebi. satarifo zRvrebis
arsebobis pirobebSi saerTaSoriso operatorebs
akrZaluli hqondaT saerTaSoriso saubrebze
dadgenil zRvrul tarifebze dabali nixrebis
daweseba. tarifebis sruli liberalizaciis
Semdeg ki operatorebi sakuTari Sexedulebisa-
mebr, danaxarjebis struqturis gaTvaliswinebiT
aweseben tarifebs.
tarifebis srulma liberalizaciam bazarze
xeli Seuwyo saerTaSoriso gamoZaxebebze fa-
sebis swraf vardnas. konkurenti operatorebi
erTmaneTis mimdevrobiT akeTebdnen sareklamo
gancxadebebs saerTaSoriso saubrebze tarife-
bis Semcirebis Sesaxeb. faqtobrivad bazarze
daiwyo e.w. „satarifo omi~. bazris moTxovnis
analizis Sedegad gamoirkva, rom tarifebis mni-
Svnelovani Semcirebis Semdeg Semcirda opera-
torebis Semosavlebic, vinaidan ar dafiqsirda
moTxovnis Sesabamisi zrda. Semosavlebis kle-
bam ki Tavis mxriv daayena danaxarjebis Semci-
rebis sakiTxi, rac mZime tvirTad daawva yvela
operators.
saerTaSoriso satelekomunikacio momsaxure-
bis gansaxorcieleblad operatorebs SeuZliaT
airCion sxvadasxva alternatiuli gza, maT
Soris: kavSiris ganxorcieleba tradiciuli
telefoniis an IP- telefoniis saSualebiT. tra-
diciuli telefoniis gamoyenebis SemTxvevaSi
operatori pirdapir kavSirs amyarebs sxva qvey-
nis analogiur operatorTan Tanamgzavruli an
optikur-boWkovani SemaerTebeli saSualebebiT.
kavSiris es forma SedarebiT Zviria, opera-
torebs Soris arsebuli kavSiris saSualebebis
maRali saijaro gadasaxadis gamo. sanacvlod
kavSiris amgvari forma iZleva kavSiris mdgrad,
erTmniSvnelovnad maRal xarisxs. IP-telefo-
niis gamoyenebis SemTxvevaSi monacemTa gadacema
xdeba internetis qselis saSualebiT. rogoc
wesi, amgvari kavSiris danaxarji dabalia
tradiciuli telefoniis danaxarjebTan Sedare-
biT, Tumca, am SemTxvevaSi uaresdeba kavSiris
xarisxi, rasac momxmarebeli smenadobis gaua-
resebis saxiT grZnobs.
kkoommppaanniiiiss ZZiirriiTTaaddii pprroodduuqqtteebbiiaa::
88--1100 __ ssaaeerrTTaaSSoorriissoo ddaaSSvveebbiiss kkooddii.. am kodis ga-
moyenebiT momxmarebels SeuZlia darekos saz-
RvargareTis nebismier qveyanaSi da gadaixados
saubris davalianeba gansazRvruli periodis
ganmavlobaSi. sakredito sistema momxmareb-
lisaTvis gansakuTrebiT mosaxerxebeli for-
matia. Tumca, kompania zogierT SemTxvevaSi ver
axerxebs davalianebis srulad amoRebas da,
Sesabamisad, garkveul finansur resursebs
xarjavs debitoruli davalianebis regulirebi-
saTvis (abonentebTan urTierTobis ganyofi-
lebisa da saoperacio ganyofilebis funqcioni-
rebis saxiT).
sakredito sistemis garda kompanias gaaCnia
saavanso sistema – ``tteelleekkoommbbaarraaTTii~~.. misi SeZe-
nisas moxmarebeli winaswar ixdis saubrebis
Rirebulebas da SemdgomSi, survilisamebr, gan-
kargavs sakuTar avanss. `telekombaraTiT~ sar-
gebloba SedarebiT arakomfortulia baraTze
aRniSnuli Svidcifra kodis akrefis saWiroebis
gamo. am produqtis Zlier mxared SeiZleba CaiT-
valos momxmareblis mier avansis gakontro-
lebisa da nebismieri telefonidan (sakuTari
xarjebiT) saerTaSoriso da adgilobrivi zare-
bis ganxorcielebis SesaZlebloba. `telekomba-
raTiT~ sargeblobis SemTxvevaSi kompania momen-
talurad iRebs gaweuli momsaxurebis safasurs
da icilebs sakredito sistemis SemTxvevaSi
gardauval danaxarjebs. 8-10-iT da `telekom-
baraTiT~ saregoblobis SemTxvevaSi saerTaSo-
riso saubrebze kompaniis mier dawese-buli
tarifebi identuria.
88--110000 ssaaqqaallaaqqTTaaSSoorriissoo ddaa mmoobbiilluurr ooppeerraattoo--
rreebbTTaann ddaaSSvveebbiiss kkooddii.. aRniSnuli kodis gamoye-
nebiT momxmarebeli ukavSirdeba, rogorc qveynis
regionebs, aseve mobilur operatorebs – ,,mag-
Tisa~ da ,,jeosels~. aRniSnuli kodi tradiciu-
li, momxmareblisaTvis kargad nacnobi da mox-
marebadi kavSiris formis (akrefis wesi: 899, 898,

58. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 81
855, 877, 855) iafi, alternatiuli produqtia.
klienti dadebiTad iRebs axal produqts sate-
lekomunikacio danaxarjebis Semcirebis mizniT.
Tumca, kodis cnobadoba SedarebiT dabalia misi
siaxlis gamo. kodis cnobadobis gazrdis SemTx-
vevaSi mosalodnelia am segmentze `saqarTvelos
telekomis~ wilis gazrda.
881100000011 Dial Up iinntteerrnneettii.. aRniSnuli produqti na-
wilobriv ukve Canacvlda da droTa ganmavlo-
baSi mTlianad Canacvldeba DSL teqnologiebiT.
Tumca, produqts jer kidev hyavs gansazRvruli
momxmarebeli misi xelmisawvdomobis gamo.
kkoommppaanniiiiss ssaammoommxxmmaarreebblloo sseeggmmeenntteebbiiaa::
ffiizziikkuurrii ppiirreebbii
■ xxaarriissxxzzee oorriieennttiirreebbuullii mmoommxxmmaarreebbeellii,, ro-
melic miiCnevs, rom kavSiris cudi xarisxi
zrdis saubris xangrZlivobas da Sesabamisad
zrdis satelekomunikacio danaxarjebs. es
momxmrebeli mzad aris gadaixados SedarebiT
meti Tanxa maRali xarisxis satelekomunika-
cio momsaxurebis sanacvlod. aRniSnuli seg-
menti operatorebis mimarT maRali loia-
lurobiT gamoirCeva.
■ ttaarriiffzzee oorriieennttiirreebbuullii mmoommxxmmaarreebbeellii,,
romelic yovelTvis cdilobs dazogos
satelekomunikacio biujeti. es momxmarebeli
satelekomunikacio momsaxurebis tarifebs,
motivaciur faqtorebs Soris, pirvel adgilze
ayenebs da yovelTvis eZebs iaf satelekomu-
nikacio operators an sargeblobs fasdakle-
bebiT. igi gamoirCeva operatorebis mimarT
dabali loialurobiT da icvlis operators
konkurenti operatoris mier dabali tarifis
SeTavazebis SemTxvevaSi.
kkoorrppoorraattiiuullii kklliieenntteebbii.. isini, saqmianobidan
gamomdinare, gansakuTrebul mniSvnelobas aniWe-
ben satelekomunikacio momsaxurebis xarisxs, vi-
naidan kavSiris xarisxi gansakuTrebiT mniSvne-
lovania saqmiani urTierTobebis warmarTvisas.
Tumca, unda aRiniSnos, rom korporatiuli klie-
ntebi, maRali satelekomunikacio danaxarjebis
gamo, kodiT sargeblobis Sesaxeb gadawyve-
tilebis miRebis procesSi tarifs aranakleb
mniSvnelobas aniWeben. am klientebs axasiaTebT
operatorebis mimarT saSualo loialuroba.
xSirad organizaciasa da operators Soris
urTierTobebi regulirdeba momsaxurebis Sesa-
xeb xelSekrulebis saSualebiT.
kkoommppaanniiiiss ZZlliieerrii mmxxaarreeeebbiiaa::
■ „saqarTvelos telekomi~ saerTaSoriso
satele-komunikacio bazarze moqmed opera-
torebs Soris erT-erTi lideria. kompaniis
sabazro wili am segmentze ganisazRvreba,
daaxloebiT, 30%-is odenobiT. privatizaciis
Semdeg, kompaniis mier ganxorcielebuli mar-
ketinguli proeqtebis Sedegad, mniSvnelovnad
gaizarda kompaniis saerTaSoriso daSvebis
kodis 8-10-is cnobadoba. kompaniis mier Cata-
rebuli marketinguli kvlevis Sedegad dad-
ginda, rom kompaniis kods cnobs mosaxleobis
75%-i. kompanias aqvs dadebiTi imiji da rep-
utacia, aRiqmeba, rogorc maRali xarisxis
satelekomunikacio momsaxurebis mimwodebeli.
■ kompaniis menejmenti gansakuTrebul yurad-
Rebas uTmobs momsaxurebis xarisxsa da momx-
mareblebze zrunvas. ukanaskneli periodis
ganmavlobaSi reorganizacia ganicada saope-
racio ganyofilebam, romelmac miiRo ufro
funqciuri saxe. gadamzadda yvela TanamSrome-
li, romelic pirdapir an iribad urTierTobs
momxmarebelTan. modernizacia ganicada kom-
paniis servis centrma. ganxorcielda cvlile-
bebi momxmareblis moTxovnebis gaTvaliswine-
biT: Seiqmna davalianebis dafarvis alternatiuli
formebi, gaizarda sakredito periodi, gaCnda
davalainebis etapobrivad dafarvis SesaZleb-
loba.
■ `saqarTvelos telekomSi~ Camoyalibda gayidve-
bis ganyofileba,romlis mizansac warmoadgens
personaluri gayidvebis ganxorcieleba msxvil
korporatiul klientebTan. gayidvebis ganyo-
fileba valdebuli da uflebamosilia korpo-
ratiul klientebs SesTavazos kompaniis pro-
duqtebi, gaaformos maTTan xelSek-rulebebi,
aseve gaiTvaliswinos msxvili organi-zaciebis
specifiuri interesebi da uzrunvel-yos maTi
Seuferxebeli satelekomunikacio momsaxureba.
kkoommppaanniiiiss wwiinnaaSSee aarrsseebbuullii ddiilleemmaa::
bazarze arsebuli mZafri konkurenciis fonze,
„saqarTvelos telekomi~ dgas saintereso da
mniSvnelovani dilemis winaSe. kompanias SeuZlia
dapozicionirdes, rogorc maRali xarisxis
satelekomunikacio momsaxurebis mimwodebeli
kompania. amgvar imijs xels uwyobs kompaniis
teqnikuri saSualebebi („simensis~ warmoebis
saerTaSoriso sadguri da kavSirebi msoflios
wamyvan satelekomunikacio operatorebTan). am-
gvari strategiis arCevis SemTxvevaSi, kompania
saerTaSoriso gamoZaxebebze daawesebs SedarebiT
maRal tarifs da ganaxorcielebs „„mmaaRRaallii xxaarriiss--
xxii –– mmaaRRaallii ffaassii~~-s strategias. magram daikargeba
momxmarebelTa is segmenti, romelic mxolod
faszea oreintirebuli da eZebs mxolod iafad
darekvis SesaZleblobas. meore strategia fasebis
Semcirebasa da „„yyoovveellTTvviiss ddaabbaallii ttaarriiffiiss~~
SeTavazebas gulisxmobs. am SemTxvevaSi mosalod-
nelia kompaniis Semosavlebis Semcireba (moTxov-
nis mrudis araelastiurobis gamo), rac saerTaSo-
riso operatorebTan pirdapiri damakavSirebeli
arxebis SenarCunebas gaarTulebs.
SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::
11.. rogori strategiis arCevas urCevdiT „saqar-
Tvelos telekoms~ situaciur magaliTSi
aRwerili garemoebebis gaTvaliswinebiT?
22.. SeavseT, aRniSnuli magaliTis safuZvelze, am
TavSi moyvanili BCG matrica.

59. 82 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra

60. TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 83

61. am Tavis Seswavlis Semdeg Tqven SeZlebT:
11.. aRweroT garemo Zalebi, romlebic gavlenas axdenen kompaniis SesaZleblobaze, moemsaxuros myidvelebs; 22..
axsnaT, rogor moqmedebs demografiuli da ekonomikuri garemo marketingul gadawyvetilebebze; 33.. gansazRvroT
ZiriTadi tendenciebi firmis bunebriv da teqnologiur garemoSi; 44.. axsnaT ZiriTadi cvlilebebi politikur
da kulturul garemoSi; 55.. imsjeloT, rogor SeuZliaT kompaniebs marketingul garemoze reagireba.

62. mmaarrkkeettiinngguullii
ggaarreemmoo 3
ggzzaammkkvvlleevvii || ideebis kvaldakval
wignis dasawyisSi (1 da 2 Tavebi) Tqven SeiswavleT marketingis ZiriTadi kon-
cefciebi da marketinguli procesis etapebi, miznobriv momxmareblebTan momge-
biani urTierTobebis dasamyareblad. momdevno TavebSi Cven ufro Rrmad
ganvixilavT marketinguli procesis pirvel etaps _ sabazro sivrcisa da
myidvelTa saWiroebebsa da survilebis gagebasTan dakavSirebul sakiTxebs. am
TavSi Tqven aRmoaCenT, rom marketingi vakuumSi ki ara, kompleqsur da cvale-
bad sabazro sivrceSi muSaobs. aRniSnuli garemos sxva monawileebma _ mom-
wodeblebma, Suamavlebma, myidvelebma, konkurentebma, sazogadoebam Tu sxvam _
SesaZloa imuSaon kompaniasTan erTad an, piriqiT, mis winaaRmdeg. ZiriTadi
garemo Zalebi _ demografiuli, ekonomikuri, bunebrivi, teqnologiuri, poli-
tikuri da kulturuli _ qmnian marketingul SesaZleblobebsa da safrTxeebs,
riTic gavlenas axdenen kompaniis unarze, moemsaxuros myidvelebs da
ganaviTaros maTTan momgebiani urTierTobebi. marketingis Seswavlisa da efeq-
turi marketinguli strategiebis ganviTarebisaTvis Tqven, Tavdapirvelad, unda
SeiswavloT is konteqsti, romelSic marketingi muSaobs.
upirveles yovlisa, Cven ganvixilavT marketingul garemoSi arsebul
ZiriTad tendeciebs, aTaswleulis cieb-cxelebasa da misiT gamowveul nos-
talgiis bums. am gamowvevaze Volkswagen-is reaqcia e.w. xoWos axali modelis
gamoSveba iyo. kiTxvis procesSi sakuTar Tavs dausviT SekiTxva: ram
ganapiroba am patara avtomanqanis ase kargad morgeba Tanamedroveobaze?
a
xal aTaswleulSi socialuri eqspertebi ufro dakavebulni arian, vidre
adre iyvnen, radganac isini afaseben garemo Zalebis zegavlenas momxmare-
blebsa da maT samsaxurSi myof marketologebze. `Zvel weliwads axali
cvlis da, rogorc Cans, myisierad icvleba msoflioc. mkvdari da xelaxla
gacocxlebuli, dasrulebuli da aRdgenili gamosaxulebebi ipyroben gonebas.
gaamravleT es yvelaferi aTasze da miiRebT aTaswleulis cieb-cxelebas,
romelic momxmareblis qcevas sxvadasxva saintereso gziT gansazRvravs,~ _
ambobs erT-erTi eqsperti.
aTaswleulis es cieb-cxeleba, gansakuTrebiT, komerciulad yvelaze
gavlenian demografiul jgufze _ `beibi bumerebze~ _ aisaxa. yvelaze asako-
vani bumerebi, romelTac 50 wels miaRwies, daberebis process ewinaaRmdegebian
im energiiT, romliTac, odesRac, ewinaaRmdegebodnen omianobas. aq mniSvnelovan
rols sxva faqtorebic TamaSobs. dRes yvela asakis adamiani grZnobs, rom

63. 68 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
metad gadaRlilia samsaxuriT, zedmeti stimulirebiTa da teqnologiuri
zewoliT. `amerikelebi gancvifrebulni arian... sainformacio epoqis _ swrafi
modemebis, mobiluri aparatebisa da peijerebis SemoteviT. am epoqidan sargeb-
lis miRebis paralelurad, cvlilebaTa swrafi tempis gamo, stressac viRebT,~
_ dasZens eqsperti.
aTaswleulis cieb-cxelebas Sedegad mohyva survili saaTis isrebis ukan
datrialebisaken, Zveli, martivi drois dabrunebis mizniT; am swrafvam ki, Tavis
mxriv, gamoiwvia nostalgiis masobrivi talRa, romelsac marketologebma
Semdegnairad upasuxes: maT Seqmnes produqtebi da imijebi, romlebic momxmareb-
lebs `Zvel, karg droSi~ daabrunebda. `am mZime xanaSi, vardisferi dReebis nos-
talgia momxmarebels retroproduqtebsa da dizainze aRuZravs madas,~ _
ambobs meore eqsperti.
amis dasturad uamravi magaliTis moyvana SeiZleba: Kellog-ma Zveli Corn
Flakes-is (,,bati-butis’’) warmoeba aRadgina,manqanebis mwarmoeblebma ki _ retro
Roadster-ebisa, rogorebicaa Porsche Boxter-i da Chrysler-PT Cruiser-i; Pepsi-im Tavisi
produqciis gayidvis dasaxmareblad, isev daatriala reklama roling stoun-
sis “Brown Suger”-isa da jeims braunis “I feel Good”-is musikaluri foniT; jenis
joplinis mkveTri xma ki isev gahyviris: `RmerTo, ar ginda, miyido me mersedes-
benci?~ Heinz-ma xelaxla daiwyo ketCupis minis klasikuri boTlis warmoeba.
reklama saxelwodebiT `Heinz-i iq iyo” asaxavs 1950-iani wlebis biWebs, rom-
lebic fexburTis moedanze `hoTdogs” miirTmeven. satelevizio qselebma
aRadgines da mayurebels warudgines ganaxlebuli, e.w. retro programebi, rom-
lebic gvepatiJebian karg (*M*A*S*H, L.A.Law, The Cosby Show, The Mary Tyler Moore
Show), cud (That’s Increible! Laverne&Shirley) da namdvilad Zvel (American Bandstand,
The Honeymooners) droSi dasabruneblad.
albaT, arc erT kompanias warsulis iseTi nostalgia ar hqonia, rogoric
Volkswagen-s. man dasaxuli mizani warmatebiT ganaxorciela. misi pirveli
Volkswagen (VW) Beetle amerikaSi 1949 wels gamoCnda. ubralo, `xoWosebri~
dizainiT, sada zedapiriTa da ekonomiurobiT gamorCeuli Beetle-i qromiT
gadatvirTuli da sawvaviT `gaumaZRari~ Detroit-is modelebis sruli antipodi
iyo. miuxedavad imisa, rom mflobelTa umravlesobis azriT, Beetle-i mcire
simZlavris, viwro, xmauriani avtomanqana iyo da, amasTan, zamTarSi iyineboda,
yovelive amas isini modelis mimzidvel Tvisebebad aRiqvamdnen. am umniSvnelo
usiamovnebaTa miuxedavad, Beetle-is yidva da eqspluatacia iafi jdeboda; igi
satareblad moxerxebuli da, rac yvelaze mniSvnelovania, TvalSisacemi iyo.
1960-ian wlebSi, rodesac aTasobiT axalgazrda beibi-bumeri Tavis pirvel
avtomanqanas yidulobda, moTxovna am manqanaze saocrad gaizarda, Beetle-i gad-
moscemda amboxis grZnobas damkvidrebuli formebis winaaRmdeg. igi amerikis
istoriaSi yvelaze popularuli avtomanqana xdeba, romlis gayidvebis ricxvic
1968 wlisaTvis 423000-s aRwevs. miuxedavad amisa, 1970-iani wlebis bolos
bumerebma TavianTi dro moWames da Bug-maniamac Caiara, xolo Volkswagen-ma aSS-
Si Beetle-is warmoeba Sewyvita. da mainc, aTwleulebis Semdegac, es saocari
avtomanqana kvlavac iwvevs Rimilsa da Zlier emociebs. TiTqmis yvela, vinc 30
wels gadaabija, Beetle-sTan dakavSirebul sasiamovno istorias yveba.
mozRvavebuli nostalgiis sapasuxod, Volkswagen-ma 1998 wels axali Beetle
gamouSva. garegnulad, aRdgenili Beetle-i originals waagavs, romelic garda-
suli droebis Zlier emociebsa da tkbil mogonebebs aRZravs; misi saloni ki
Tanamedrove niSan-TvisebebiT aris aRWurvili. industriis analitikosis
TqmiT _ `dabrunebuli Beetle-i romantizmisa da mizanSewonilobis kombinacias
efuZneba. mas gaaCnia maRalteqnologiuri mravaldinamikiani stereosistema,
fanjrebis eleqtroamwevebi,kruizkontroli da zeda xedvis fanjara eleqtro-
marTviT, rac mas didad ganasxvavebs Zveli Bug-isagan. axal versias yvela is
Tanamedrove Tviseba gaaCnia, romelsac dRes avtomanqanis myidveli moiTxovs.
magaliTad, usafrTxoebis oTxi gasaberi CanTa da mobiluri telefonebis
damteni. Tumca, mas xalxi mxolod am Tvisebebis gamo rodi yidulobs. nacnobi
burTis forma, romelic dResac Rimils iwvevs, Seicvala mTeli rigi
upiratesobebiT, rac, marTlac, emociebis momgvrelia.~
axali Beetle-is pirveli reklama, ZiriTadad, nostalgiis Temaze iyo age-
buli, magram, imavdroulad, Zveli Beetle-is memkvidreobasac acocxlebda. `Tu
sakuTari suli 80-ian wlebSi gayideT, axla Sansi geZlevaT, xelaxla iyidoT
igi~, _ acxadebs erT-erTi reklama. `naklebi yvavilebi da meti Zala~,

64. TTaavvii 33 marketinguli garemo 69
mmaarrkkeettiinngguullii ggaarreemmoo
(Marketing environment)
gare monawileebi da
Zalebi, romlebic
zegavlenas axdenen
marketingis marTvis
unarze _ aagos da
SeinarCunos warma-
tebuli urTier-
Tobebi miznobriv
momxmareblebTan.
`dabruneba mSvenieri, axali niSan-TvisebebiT _ hitis msgavsad~, `0-dan 60-mde?
diax~ _ aseTia sareklamo sloganebi.
Volkswagen-ma axali Beetle-is bazarze gasatanad, investiciis saxiT, 560 mil-
ioni dolari Cado. investiciam didi dividendebi moitana, radganac moTxovnam
swrafad gadaaWarba miwodebas. jer kidev manamde, sanam pirveli avtomanqanebi
VW-is vitrinebSi gamoCndebodnen, dilerebi flobdnen im klientebis grZel
siebs, romelTac Bug-ebis unaxavad yidvis survili hqondaT. axali Beetle-i
TaobaTa hiti gaxda. igi im axalgazrdebsac SeuyvardaT,romelTac saerTod ar
axsovdaT Bug-is originali.
Tavdapirvelad, Volkswagen-is realizaciam (ramac CrdiloeT amerikaSi 50000
erTeuli Seadgina) pesimisturi ganwyoba Seqmna. kompaniam aSS-sa da kanadaSi
64000-ze meti axali Bug-i mxolod 9 Tvis Semdeg gayida. gayidvis maCvenebeli
dResac rekordulia _ aSS-Si axali Beetle-i Volkswagen-is gayidvebis meoTxeds
Seadgens. gasuli aTwleulis manZilze, swored misi meSveobiT, VW-is raeliza-
cia xuTjer gaizarda.
Volkswagen-i amaze ar SeCerebula da 2003 wlis dasawyisSi energiuli,
patara kabrioleti Beetle-i gamouSva. jer kidev warmoebis procesSi kabrio-
letebis naxevarze meti dilerebis mier ukve gayiduli iyo. `es, ubralod,
mSvenieri, bednieri mgzavrobaa,~ _ ambobs aRfrTovanebuli mepatrone. axali
modelis reklamebi ufro martiv, naz dros acocxleben. erT-erTi reklama
asaxavs momRimar adamianTa jaWvur reaqcias: quCaSi mosiarule adamiani
Cerdeba da meores exmareba, meore _ mesames da ase Semdeg. bolos, reklamaSi
naCvenebia, Tu ra iwvevs im pirvel adamianis Rimils – es VW-kabrioletia.
2005 wels Volkswagen-ma Zveli, klasikuri mikroavtobusis xelaxla
gamoSveba ganaxorciela. axalgazrda myidvelTa umravlesoba verc ki
ixilavda Microbus-s, es ukanaskneli Grabeful Dead-is Souze rom ar waredginaT.
sacdelma modelebma didi gamoxmaureba pova avtoCvenebebze iaponiasa da
evropaSi.
`aTaswleulis cieb-cxeleba~ marketingul garemoSi farTo diapazonis
Zalebis Serwymam gamoiwvia, dawyebuli teqnologiuri, demografiuli,
ekonomikuri ZalebiTa daYdamTavrebuli kulturuli, socialuri da poli-
tikuri faqtorebiT. aRniSnuli mimarTulebis mkvlevarTa azriT, nostalgia
Zlierdeba mosaxleobis asakisa da drosTan dakavSirebuli sirTuleebis
zrdasTan erTad. aseT garemoSi, axali Beetle-i, romelic mdidaria warsuliT,
brwyinvale momavlisaken miikvlevs gzas. `Beetle-i mxolod nostalgia rodia. es
aris praqtikuli modeli, romelic TaobaTa emociebTan mWidrod aris
dakavSirebuli,~ _ ambobs Trend Journal-is redaqtori jerald selento. sxva
analitikosis azriT ki, `axali Beetle-i Cveni romantikuli warsulia, romelic
dRevandelobazea morgebuli. es aris gansxvavebuli, magram Zalze nacnobi
avtomanqana, romelic uZlebs dros.~1
rogorc wina TavebSi aRvniSneT, marketologebma kargi urTierTobebi unda
daamyaron myidvelebTan, kompaniis sxva wevrebTan da gare partniorebTan. yove-
lives efeqturad warmarTvisaTvis, maT unda Seiswavlon ZiriTadi garemo
Zalebi, romliTac garSemortymulia es urTierTobebi. kompaniis mmaarrkkeettiinngguullii
ggaarreemmoo moicavs gare monawileebsa da Zalebs, romlebic gavlenas axdenen mar-
ketingis marTvis unarze, aagos da SeinarCunos warmatebuli urTierTobebi
miznobriv momxmareblebTan. marketinguli garemo gvTavazobs rogorc
SesaZleblobebs, ise safrTxeebsac. warmatebul kompaniebs gacnobierebuli
aqvT cvalebad garemo pirobebze mudmivi dakvirvebisa da masTan adaptaciis
mniSvneloba.
dRes, 21-e saukuneSi, momxmareblebsac da marketologebsac Zalze
ainteresebT, Tu ras gviqadis momavali. garemos swrafi cvla grZeldeba.
kompaniaSi, yvelaze metad, marketologi unda iyos tendenciebis mimdevari da
SesaZleblobaTa maZiebeli. miuxedavad imisa, rom garemo pirobebs
organizaciaSi TiToeuli menejeri adevnebs Tvalyurs, marketologebs
saamisod sul sxva, gansakuTrebuli unari gaaCniaT. isini, marketinguli gare-
mos Sesaxeb informaciis mosapoveblad, or sruliad gamokveTil meTods
iyeneben _ marketingul dazvervasa da marketingul kvlevas; amasTan, met dros

65. 70 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
uTmoben myidvelTa da konkurentul garemos. yovelives saguldagulo
SeswavliT marketologebs SeuZliaT TavianTi strategiebis adaptireba, raTa
mzad iyvnen bazris axali gamowvevebisa da SesaZleblobebis Sesaxvedrad.
marketinguli garemo mikro da makrogaremosagan Sedgeba. mmiikkrrooggaarreemmoo
aris kompaniasTan axlos arsebuli erTeulebi, romlebic zegavlenas axdenen
mis unarze, moemsaxuros Tavis myidvelebs. esenia: kompania, momwodeblebi, mar-
ketinguli Suamavlebi, samomxmareblo bazari, konkurentebi da sazogadoeba.
mmaakkrrooggaarreemmoo moicavs Zlier socioeTikur Zalebs _ demografiuls,
ekonomikurs, bunebrivs, teqnologiurs, politikursa da kulturuls, romlebic
zemoqmedeben mikrogaremoze. Tavdapirvelad, Cven kompaniis mikrogaremos
SevexebiT.
■❚kkoommppaanniiiiss mmiikkrrooggaarreemmoo
marketinguli marTvis mizania, myidvelTa faseulobisa da kmayofilebis
SeqmniT daamyaros maTTan mWidro urTierTobebi. magram marketingis mene-
jerebi am mizans damoukideblad ver miaRweven. suraTi 3.1 gviCvenebs im mTavar
erTeulebs, romlebic marketologis mikrogaremoSi monawileoben. mar-
ketinguli warmateba moiTxovs urTierTobebis Camoyalibebas kompaniis sxva
departamentebTan, momwodeblebTan, marketingis SuamavlebTan, myidvelebTan,
konkurentebTan da mravalferovan sazogadoebasTan, romlebic, erTobliobaSi,
qmnian kompaniis faseulobaTa miwodebis qsels.
kkoommppaanniiaa
marketinguli gegmis Sedgenisas marketingis menejerma unda iTanamSromlos
kompaniaSi arsebul iseT jgufebTan, rogorebicaa umaRlesi menejmenti,
finansebis,kvlevisa da ganviTarebis (R&D),Sesyidvebis,warmoebisa da buRalte-
riis samsaxurebi. es urTierTgadajaWvuli jgufebi qmnian kompaniis Sida gare-
mos. 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.
marketingis menejerebma, aseve, mWidrod unda imuSaon kompaniis departamen-
tebTan. finansebis ganyofileba asrulebs fondebis mozidvasa da gamoyenebas
marketinguli gegmis gansaxorcieleblad. kvlevisa da ganviTarebis ganyo-
fileba usafrTxo da mimzidveli produqtebis Seqmnaze amaxvilebs yurad-
Rebas; Sesyidvebis samsaxuri momaragebasa da im nedleulze Tu masalaze agebs
pasuxs, romelic sasurveli xarisxisa da saWiro raodenobis produqtis
misaRebad aris saWiro; buRalteriam ki Semosavali da xarjebi unda aRricxos.
yvela departamenti, erToblivad, did zegavlenas axdens marketingul gegmebsa
da qmedebebze. marketinguli koncefciis Tanaxmad, yvela am funqciam `unda
Caafiqros momxmarebeli~. maT harmoniulad unda imuSaon, raTa uzrunvelyon
myidvelTa umaRlesi faseuloba da kmayofileba.
mmiikkrrooggaarreemmoo
(Microenvironment)
kompaniasTan axlos
arsebuli erTeule-
bi, romlebic zegav-
lenas axdenen mis
unarze, moemsaxuros
Tavis myidvelebs.
esenia: kompania, mom-
wodeblebi, marketin-
guli Suamavlebi,
samomxmareblo baz-
rebi, konkurentebi
da sazogadoeba.
mmaakkrrooggaarreemmoo
(Macroenvironment)
Zlieri socioeTi-
kuri Zalebi (demog-
rafiuli, ekonomiku-
ri, bunebrivi,
teqnologiuri, poli-
tikuri da kultu-
ruli), romlebic
moqmedeben mikroga-
remoze.
ssuurraaTTii 33..11
mikrogaremos
ZiriTadi monawileebi

66. TTaavvii 33 marketinguli garemo 71
mmaarrkkeettiinngguullii
SSuuaammaavvlleebbii
(Marketing
intermediaries)
firmebi, romlebic
kompaniebs produqte-
bis warmoCenaSi,
gayidvasa da dis-
tribuciaSi exmare-
bian. maT miekuT-
vnebian gadamyidve-
lebi, fizikuri dis-
tribuciis firmebi,
marketinguli mom-
saxurebis saagen-
toebi da finansuri
Suamavlebi.
mmoommwwooddeebblleebbii
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.
dRes marketologTa umravlesoba Tavis momwodeblebs epyroba rogorc
partniorebs. Wal-Mart-i akeTebs yvelafers, raTa iTanamSromlos Tavis momwo-
deblebTan; magaliTad, saSualebas aZlevs, raTa mis maRaziebSi gamocadon
axali produqtebi. kompaniis Sesabamisi ganyofileba gamoscems specialur
megzurs da mxars uWers saTanado veb-gverds, rac momwodeblebs exmareba,
marTon Wal-Mart-is Sesyidvis procesebi. kompaniam icis, rom kargi partnioruli
urTierTobebi utyuari garantiaa, rogorc Wal-Mart-is, ise momwodeblebis,
sabolood ki, myidvelTa warmatebisaTvis.
mmaarrkkeettiinngguullii SSuuaammaavvlleebbii
mmaarrkkeettiinngguullii SSuuaammaavvlleebbii es is firmebia, romlebic kompaniebs produqtebis
saboloo myidvelTan warmoCenaSi, gayidvasa da distribuciaSi exmarebian. am
kategorias miekuTvnebian gadamyidvelebi, fizikuri distribuciis firmebi,
marketinguli momsaxurebis saagentoebi da finansuri Suamavlebi. gadamyid-
velebi warmoadgenen distribuciis arxis erT-erT rgols, romlebic kompanias
myidvelebis moZiebaSi an maTTvis produqtis miyidvaSi exmarebian. maT ganekuT-
vnebian biTumad da sacalod movaWreebi,romlebic yiduloben da xelaxla yid-
ian saqonels. gadamyidvelTa SerCeva da maTTan partnioruli urTierTobis
damyareba arcTu ise advilia. wavida is dro, rodesac mwarmoeblebs SeeZloT
patara, damoukidebel gadamyidvelTagan arCevani. sadReisod, isini aRmoCndnen
iseTi didi da mzardi gadamyidveli organizaciebis pirispir, rogorebic
arian: Wal-Mart, Target, Home Depot, Costco da Best Buy. am organizaciebs sakmarisi
Zala aqvT, raTa marTon urTierTobebi an, sulac, gaaZevon didi bazrebidan esa
Tu is mwarmoebeli.
fizikuri distribuciis firmebi kompaniebs exmarebian, raTa maT Tavi mou-
yaron da gadaitanon saqoneli warmoebis adgilidan daniSnulebis adgilamde.
sabiTumo maRaziebTan da gadamzidvel firmebTan TanamSromlobiT, kompaniam
unda SeimuSaos saqonlis gadatanis saukeTeso gzebi, raTa daabalansos iseTi
faqtorebi, rogorebicaa xarji, miwodebis siCqare da usafrTxoeba. mar-
ketinguli momsaxurebis saagentoebs warmoadgenen marketinguli kvlevis kom-
paniebi, sareklamo da media-dagegmvis saagentoebi da marketingis sakonsulta-
cio firmebi, romlebic kompanias exmarebian miznobrivi auditoriis
gansazRvrasa da swored SerCeul bazrebze sakuTari produqciis
stimulirebaSi. kompaniam saguldagulod unda SearCios saagento, romelTanac
TanamSromlobas gadawyvets, radgan isini gansxvavdebian SemoqmedebiTi unariT,
xarisxiT, momsaxurebiTa da fasebiT. finansuri Suamavlebi moicaven bankebs,
sakredito Tu sadazRvevo kompaniebsa da sxva biznesebs, romlebic xels
uwyoben finansur tranzaqciebs an azRveven saqonlis yidvasa da gayidvasTan
dakavSirebul riskebs. firmebisa da myidvelebis umravlesoba finansur
Suamavalzea damokidebuli, raTa daafinanson TavianTi garigebebi.
momwodeblebis msgavsad, marketinguli Suamavlebi kompaniis faseulobis
miwodebis erTiani sistemis mniSvnelovan komponents warmoadgenen.
urTierTobebis gzebis Ziebisas, myidvelTa moTxovnilebebis srulad dakmayo-
filebis mizniT, kompaniam unda gaakeTos ufro meti, vidre mxolod sakuTari
maCveneblebis optimizaciaa. man unda efeqturad iTanamSromlos marketingul
SuamavlebTan, raTa moaxdinos mTeli sistemis maCveneblebis optimizacia.
amgvarad, dRes marketologebi acnobiereben TavianT SuamavlebTan part-
nioruli muSaobis mniSvnelobas. isini maT ar uyureben, rogorc, ubralod,

67. 72 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
sadistribucio arxebs, romelTa meSveobiTac yidian sakuTar produqcias.
magaliTad, Coca-Cola-s aTwliani urTierToba aqvs Wendy’s-Tan, rac mas gamag-
rilebeli sasmelebiT swrafi kvebis qselebis
eqskluziuri mommarageblis statuss aniWebs.
sinamdvileSi, Coca-Cola Wendy’s-s uzrunvelyofs
ufro metiT, vidre, ubralod, gamagrilebeli sas-
melebia. igi mas Zlier marketingul mxardaWe-
rasac ukeTebs.
Wendy’s-s hyavs jvaredin-funqcionaluri
jgufi, romelic Coca-Cola-s 50 TanamSromli-
sagan Sedgeba. es jgufi Coke-is mier finan-
sdeba. bevrad ufro met xarjs saWiroebs
Coca-Cola-s mier Catarebuli kvlevebi, romlis
SedegebiTac igi Tavis partniorebs amara-
gebs. Coca-Cola Zal-Rones ar iSurebs, raTa
Seiswavlos gamagrilebeli sasmelebis momx-
mareblebi da daarwmunos partniorebi, rom
maT am Sedegebis gamoyeneba SeuZliaT. kompa-
nia aSS-s TiToeuli safosto indeqsis qveS
mcxovrebi xalxis demografiul maCveneb-
lebs aanalizebs da am informacias iyenebs,
raTa Seqmnas kompiuteruli programa saxe-
lad Solver-i. miznobrivi auditoriis Sesaxeb
SekiTxvebze pasuxis gacemiT, Wendy’s-is fren-
Caizingis mflobelebs SeuZliaT gansaz-
Rvron, maT teritoriaze mcxovrebi myid-
velebi Coca-Cola-s romel brends aniWeben
upiratesobas. Coca-Cola-m, aseve, kargad Seis-
wavla menius dizaini, raTa daedgina, Tu ro-
meli iarliyi, Srifti, asoTa zomebi, ferebi
da vizualuri mxareebi ganapirobebs momx-
mareblebis mxridan ufro meti sakvebisa da
sasmelis SekveTas. aseTma intensiurma part-
niorulma Zalisxmevam Coca-Cola-s AaSS-Si gamag-
rilebeli sasmelebis bazris 65-procentiani
wili moutana maSin, rodesac Pepsi-s wili
mxolod 24 procents Seadgens.2
mmyyiiddvveelleebbii
kompaniam kargad unda Seiswavlos myidvelTa bazrebis xuTi tipi. samomxmare-
blo bazari moicavs individualur pirebsa da ojaxebs, romlebic produqtsa
da momsaxurebas piradi moxmarebisaTvis iZenen. biznesbazrebi produqtsa da
momsaxurebas Seisyidian maTi Semdgomi damuSavebis an sxva produqtis warmoe-
bis procesSi gamoyenebis mizniT maSin, rodesac gadamyidvelTa bazari pro-
duqtsa da momsaxurebas yidulobs, raTa, mogebisaTvis, xelaxla gayidos.
samTavrobo bazars qmnian samTavrobo saagentoebi, romlebic saqonels an
saTanado momsaxurebas iZenen imisaTvis, rom awarmoon Sesabamisi sazogadoe-
brivi momsaxureba (komunaluri samsaxuri, sazogadoebrivi transporti da a.S).
dabolos, saerTaSoriso bazrebi Sedgeba sxva qveynebSi arsebuli myidvelebis-
gan, romelTa Soris arian momxmareblebi, biznesebi, gadamyidvelebi da
mTavrobebi. bazris TiToeul tips gaaCnia gansakuTrebuli maxasiaTebeli
Tvisebebi, romlebic gamyidvelebma saguldagulod unda Seiswavlon.
kkoonnkkuurreenntteebbii
marketingul koncefciaSi xazgasmiT aris aRniSnuli, rom warmatebis misaRwe-
vad kompaniam unda Seqmnas myidvelTa ufro didi faseuloba da kmayofileba,
vidre amas konkurentebi gaakeTeben. amdenad, marketologma unda gaakeTos
ufro meti, vidre, ubralod, miznobrivi momxmareblis moTxovnilebebze adapta-
ciaa. maT, agreTve, unda moipovon strategiuli upiratesoba imis saSualebiT,
■ TanamSromloba marketingul SuamavlebTan: Coca-Cola
Wendy's uzrunvelyofs bevrad ufro metiT, vidre, ubralod,
gamagrilebeli sasmelebia. igi mas, agreTve, Zlier mar-
ketingul mxardaWeras ukeTebs.

68. TTaavvii 33 marketinguli garemo 73
ssaazzooggaaddooeebbaa (Public)
nebismieri jgufi,
romelsac aqvs faq-
tobrivi an potenci-
uri interesi Tu
gavlena organi-
zaciis SesaZleb-
lobaze, 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 gan-
sxvavebuli, sakuTari pozicia unda gaaCndes. did firmebs, romelTac
industriaSi dominanturi poziciebi ukaviaT, SeuZliaT gamoiyenon strate-
giebi, romelTac SedarebiT patara firmebi ver gawvdebian. Tumca mxolod
masStabebi sakmarisi ar aris. didi kompaniebisaTvis arsebobs rogorc momge-
biani, ise wamgebiani strategiebi. Tavis mxriv, patara firmebsac SeuZliaT
ganaviTaron iseTi strategiebi, romelTa saSualebiTac, did firmebTan
SedarebiT, ukeTesi mdgomareoba eqnebaT.
ssaazzooggaaddooeebbaa
kompaniis marketinguli garemo mravalferovan sazogadoebasac moicavs. ssaazzoo--
ggaaddooeebbaa aris nebismieri jgufi, romelsac aqvs faqtobrivi an potenciuri
interesi Tu gavlena organizaciis SesaZleblobaze, miaRwios sakuTar miznebs.
Cven SegviZlia gamovyoT sazogadoebis Svidi tipi:
■ ffiinnaannssuurrii ssaazzooggaaddooeebbaa zegavlenas axdens kompaniis SesaZleblobaze,
moipovos finansuri resursebi. bankebi, sainvesticio kompaniebi da
aqcionerebi finansuri sazogadoebis ZiriTadi warmomadgenlebi arian.
■ mmeeddiiaa--ssaazzooggaaddooeebbaa moicavs informacias, saav-
toro gadacemebs da saredaqcio Sexedule-
bebs. esenia: gazeTebi, Jurnalebi, radio da
televizia.
■ ssaammTTaavvrroobboo ssaazzooggaaddooeebbaa.. menejmentma unda
gaiTvaliswinos mTavrobis gadawyvetilebebi
da misi ganviTareba. marketologebma kom-
paniis iuristebTan xSirad unda gaiaron
saTanado konsultaciebi produqtis usaf-
rTxoebasTan, reklamis sandoobasa da sxva
sakiTxebTan dakavSirebiT.
■ aaqqttiiuurr mmooqqaallaaqqeeTTaa ssaazzooggaaddooeebbaa.. kompaniis
marketingul gadawyvetilebebTan dakavSire-
biT, SesaZloa kiTxvebi gauCndeT momxmare-
belTa organizaciebs, garemos dacvis warmo-
madgenlebs, nacionalur umciresobaTa
jgufebsa Tu sxvebs. amgvar moqalaqeTa jgu-
febTan urTierTobis damyarebaSi kompanias
sazogadoebasTan urTierTobis ganyofileba
exmareba.
■ aaddggiilloobbrriivvii ssaazzooggaaddooeebbaa Sedgeba mezoblad
mcxovrebi momxmareblebisa da mezoblad
mofunqcionire organizaciebisagan. didi
kompaniebi, xSirad, niSnaven samoqalaqo ur-
TierTobebis oficrebs, romlebic amyareben
urTierTobebs, eswrebian Sexvedrebs, pasuxo-
ben SekiTxvebs da xels uwyoben perspeqtiul
wamowyebebs.
■ ssaazzooggaaddooeebbiiss ffaarrTToo ffeenneebbii.. kompaniam yu-
radReba unda gaamaxvilos sazogadoebis
farTo fenebis damokidebulebaze sakuTari
produqtisa da saqmianobisadmi. kompaniis sa-
zogadoebrivi imiji did gavlenas axdens mis
gayidvebze.
■ sazogadoeba: am reklamaSi Wal-Mart-i aRiarebs rogorc adg-
ilobrivi sazogadoebis, ise misi TanamSromlebis mniSvnelo-
bas. kompaniis e.w. `kargi muSaobis stimulirebis programa~
mxolod erTi magaliTia Mal-Mart-is monawileobisa, qveynis
maStabiT, sxvadsxva sazogadoebriv RonisZiebebSi, riTic
Zlier amayobs igi.

69. 74 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
■ kkoommppaanniiiiss SSiiddaa ssaazzooggaaddooeebbaa Sedgeba sxvadasxva kategoriis TanamSromlebis,
menejerebis, moxaliseebisa da direqtorTa sabWosagan. didi kompaniebi
iyeneben sainformacio werilebsa Tu sxva saSualebebs, raTa informacia mia-
wodon Sida sazogadoebas da moaxdinon misi motivacia. rodesac TanamS-
romlebi sakuTari kompaniisadmi dadebiTad arian ganwyobilni, es muxti
mTel gare sazogadoebazec vrceldeba.
kompanias marketinguli gegmebis SemuSaveba SeuZlia rogorc myidvelTa
bazrebis, ise sazogadoebis am ZiriTadi jgufebisTvisac. warmovidginoT, rom
kompanias, sazogadoebis erT-erTi jgufis mxridan, surs gansakuTrebuli
reaqciis miReba (keTili nebis gamoxatva, sasurveli informaciis sityvierad
gavrceleba an Sewiruloba droisa Tu fulis saxiT). amisaTvis kompaniam am
sazogadoebisaTvis unda Seqmnas SeTavazeba, romelic sasurveli reaqciis
misaRebad sakmaod momxibvleli iqneba.
■❚ kkoommppaanniiiiss mmaakkrrooggaarreemmoo
kompania da mikrogaremos yvela sxva monawile Zalebi ufro did makrogare-
moSi moqmedeben, romelic kompaniisaTvis qmnis rogorc SesaZleblobebs, ise
safrTxeebs. suraTi 3.2 gviCvenebs kompaniis makrogaremos eqvs mTavar Zalas. am
Tavis momdevno nawilSi ganvixilavT am Zalebs da maT zemoqmedebas mar-
ketingul gegmebze.
ddeemmooggrraaffiiuullii ggaarreemmoo
ddeemmooggrraaffiiaa aris mosaxleobis Seswavla raodenobis, simWidrovis, adgilmdeba-
reobis, asakis, sqesis, rasis, saqmianobisa da sxva statistikuri monacemebis
mixedviT. demografiuli garemo marketologTa mTavar interess warmoadgens,
radgan igi Sedgeba adamianebisagan, romlebic, Tavis mxriv, bazrebs qmnian.
msoflios mosaxleoba gasaocari siswrafiT izrdeba. axla igi 6.3 miliar-
dze mets Seadgens, 2030 wlisaTvis ki misi ricxvi 8.2 miliards gadaaWarbebs.3
msoflios mravalricxovani da mravalferovani mosaxleoba SesaZleblobaTa
da gamowvevaTa farTo arCevans gvTavazobs. ramdenime wuTiT dafiqrdiT msof-
lioze da masSi Tqvens adgilze. Tu msoflios soflis masStabebSi
gadaviyvanT, romelic 1000 adamianiT aris dasaxlebuli, aseT suraTs miviRebT:4
■ sofelSi icxovrebda 520 qali da 480 mamakaci, 330 bavSvi, 65 wels gadacile-
buli 60 adamiani,kolejis 10 kursdamTavrebuli da 335 gaunaTlebeli,zrdas-
ruli piri.
■ iqneboda 52 Crdiloamerikeli, 55 rusi, 84 laTinoamerikeli, 95 evropeli, 124
afrikeli da 584 azieli.
■ komunikacia iqneboda metad rTuli: erTi naxevridan 165 ilaparakebda Cinur
enaze, 85 _ inglisurad, 83 _ hindize, 64 _ espanurad, 58 _ rusulad da 37 _
arabulad; meore naxevari ki _ 5000 sxvadasxva enaze.
ddeemmooggrraaffiiaa
(Demography)
mosaxleobis
Seswavla raodeno-
bis, simWidrovis, ad-
gilmdebareobis,
asakis, sqesis, rasis,
saqmianobisa da sxva
statistikuri mona-
cemebis mixedviT.
ssuurraaTTii 33..22
kompaniis makrogare-
mos mTavari Zalebi

70. TTaavvii 33 marketinguli garemo 75
■ Cven Soris icxovrebda 329 qristiani,
178 musulmani, 32 indusi, 60 budisti, 3
iudeveli, 167 saerTod ureligio, 45
aTeisti da sxva religiebis 86 mimde-
vari.
■ Cveni mosaxleobis erTi mesamedi upi-
ratesobas mianiWebda sufTa, usaf-
rTxo sasmel wyals. Cveni bavSvebis
naxevarze meti imunizebuli iqneboda
infeqciebisagan.
■ tyiT dafaruli miwebi sofelSi
swrafad Semcirdeboda, SiSveli miwe-
bi ki, piriqiT, gaizrdeboda. soflis
mosavliani miwebis 40 procenti, rome-
lic Cveni sasuqebis 83 procentiT
iqneboda ganoyierebuli, mogvcemda
sakvebis 72 procents, romelic 270
adamians daakmayofilebda. danarCeni
miwis 60 procenti ki, sasuqis 17 pro-
centis gamoyenebis Sedegad,mogvcemda
sakvebis 28 procents, romelsac dar-
Cenili 730 adamiani gainawilebda. so-
felSi 500 adamiani sakvebis ukmariso-
biT daitanjeboda.
■ 1000-dan mxolod 200 adamiani gaakon-
trolebda soflis simdidris 75 procents, meore 200 ki simdidris mxolod 2
procents miiRebda. 70 adamians eyoleboda avtomanqana. mxolod erTs eqne-
boda kompiuteri da, albaT, isic internetSi CaurTveli.
msoflios mosaxleobis aseTi swrafi mateba uzarmazar gavlenas axdens
biznesze. mzardi mosaxleoba mzardi adamianuri moTxovnilebebis dakmayofi-
lebas moiTxovs. mosaxleobis msyidvelobiTi unaris zrda warmoadgens gare-
moSi gaCenil SesaZleblobas kompaniebisaTvis. magaliTad, CineTis mTavrobam,
mosaxleobis zrdis tempis SeCerebisa da kontrolis mizniT, SemoiRo kanoni,
romelmac SezRuda Sobadoba (TiToeul ojaxze TiTo bavSvi). Sedegad, Cineli
bavSvebi saocrad ganebivrebulni arian. `patara imperatorebi da impera-
tricebi~ _ ase uwodeben maT CineTSi da anebivreben sxvadasxva saCuqrebiT,
dawyebuli kamfetebiTa da kompiuterebiT damTavrebuli. am sindroms `eqvsjib-
iani sindromis~ saxeliT icnoben: eqvsi ufrosi, maT Soris mSoblebi da mosiy-
varule bebia-babuebi, bavSvebs yvelanair axirebas usruleben. axla pekinSi
mSoblebi TavianTi Semosavlis 40 procents erTaderT sayvarel Svils axar-
javen. am tendenciam asparezi misca saTamaSoebis mwarmoebel iseT kompaniebs,
rogorebicaa Japan’s Bandai Company (romelic Tavisi reinjerebiT aris cnobili),
Denmark’s Lego Group-i da Mattel-i (romelTac CineTis bazarze TavianTi adgili
daimkvidres), McDonald’s-i ki am ganebivrebul TaobaSi triumfaluri warmatebiT
sargeblobs.5
amgvarad, marketologebi fexdafex misdeven demografiul tendenciebsa da
bazrebze mimdinare procesebs rogorc qveynis SigniT, aseve sazRvargareT.
isini iTvaliswineben asakobriv cvlilebebsa da ojaxis struqturas, mosax-
leobis geografiul gadanacvlebas, ganaTlebis maCveneblebsa da mosaxleobis
mravalferovnebas. aq Cven ganvixilavT yvelaze mniSvnelovan demografiul
tendenciebs aSS-Si.
mmoossaaxxlleeoobbiiss aassaakkoobbrriivvii ssttrruuqqttuurriiss ccvvlliilleebbaa.. 2003 wels aSS-is mosaxleoba
291 milion adamianze mets Seadgenda; 2025 wlisTvis ki es maCvenebeli 350 mi-
lionamde gaizrdeba.6 qveyanaSi erTaderTi yvelaze mniSvnelovani demografi-
uli tendencia mosaxleobis asakobrivi struqturis cvlilebaa. rogorc
naCvenebia suraTze 3.3, amerikis mosaxleoba Svidi Taobis jgufisagan Sedgeba.
Cven ganvixilavT sam udides asakobriv jgufs _ e.w. beibi-bumerebs, Taoba X-sa
da Taoba Y-s. yuradRebas agreTve gavamaxvilebT maT zegavlenaze dRevandel
marketingul strategiebze.
■ msoflios mosaxleoba arnaxuli siswrafiT izrdeba, rac marketo-
logTaTvis araerT SesaZleblobasa da gamowvevas qmnis. dafiqrdiT
ramdenime wuTiT msoflioze da masSi Tqvens adgilze.

71. 76 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
bbeeiibbii--bbuummeerreebbii _ 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 warmoad-
genen yvelaze Zlier Zalas, romelic zegavlenas axdenen marketingul gare-
moze. 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 pro-
cents Seadgenen, Tumca, gamoimuSaveben qveynis mTliani Semosavlis naxevars.
marketologebi yvelaze did yuradRebas bumerebis Taobis SedarebiT
patara, zeda fenas uTmobdnen _ ufro ganaTlebul, moZrav da mdidar seg-
mentebs. am ukanasknelT bevri saxeliT moixseniebdnen. 1980-ian wlebSi maT “yup-
pies”-i (young urban professionals), “bumpies”-i (black upwardly moving professionals); “yum-
mies”-i (young upwardly moving professinals) da “DINKs”-i (dual income, no-kids couple)
erqvaT. 1990-ian wlebSi ki yuppies-ebma da Dinks-ebma gza axal Taobebs _
“DEWKs”-sa (dual earners with kids) da “MOBYs”-s (mother older, baby younger) dauTmes.
axla am Taobisgan gulnatkeni marketologebi maT WOOFs-s (well-off older folks) an
“GRUMPIES”-s (Wirveulebs) uwodeben.
beibi-bumerebma cxovrebis yvela sferoSi Seabijes da biznesisTvis
mravalferovani miznobrivi segmentebi Seqmnes. arseboben mdidari da
SedarebiT dabali Semosavlis mqone bumerebi. maTi 25 procenti rasobrivi an
eTnikuri umciresobis warmomadgenelia.7
yvelaze axalgazrda bumerebi axla 30 wlisani arian, yvelaze xandaz-
mulebma ki 50 wels miaRwies. amerikaSi, yovel wuTs 7 bumeri xdeba 50 wlis da
es tendencia 2014 wlamde gagrZeldeba. 2025 wlisTvis 61-79 wlis asakis beibi-
bumerebis ricxvi 64 milions miaRwevs. amgvarad, bumerebi `axalgazrda
Taobidan~ `welSi moxrilTa Taobad~ gardaiqmnen. mowifuli bumerebi ganic-
dian Sua asakisaTvis damaxasiaTebel emociebs, xelaxla fiqroben TavianTi
samuSaos mizansa da faseulobaze, pasuxismgeblobebsa da urTierTobebze.
isini cxovrebas udgebian ufro stabilurad da meti dafiqrebiT imaze, Tu
rogor cxovroben,azrovneben,Wamen da xarjaven Semosavlebs. asakis matebasTan
erTad, isini did da mniSvnelovan bazars qmnian.
amasTanave, asakovani bumerebis wlebi, Semosavlebisa da xarjvis mxriv, piks
aRwevs. amdenad, isini qmnian axali sacxovreblisa da misi rekonstruqciis,
finansuri momsaxurebebis, mogzaurobisa da garTobis, gare kvebis,
janmrTelobisa da fitnesis produqtebis, Zvirfasi manqanebisa da fufunebis
sxva sagnebis momgebian bazrebs. magaliTad, SarSan sacxovrebeli saxlebis
rekonstruqciisaTvis gaRebuli xarjebis naxevarze meti beibi-bumerebze modi-
oda.8
Secdoma iqneboda, bumerebisTvis mxolod `asakovnebi~ da `solidurebi~
gvewodebina. sinamdvileSi, isini weliwadSi, 30 miliard dolars xarjaven
TavianTi wlovanebisTvis Seuferebel produqtebsa da momsaxurebebze. modiT,
ganvixiloT Semdegi magaliTi:9
deiv konrati vaSingtonis centrSi _ Grooming Loung-Si erTaderTi
gadawyvetilebiT Cavida – ukan daetrialebina saaTis isrebi. 43 wlis
bbeeiibbii--bbuummeerreebbii (Baby
boomers)
meore msoflio omis
Semdeg, 1946-1964
wlebSi, Sobadobis
bumis dros, aSS-Si
dabadebuli 78 mi-
lioni moqalaqe.
ssuurraaTTii 33..33
aSS-is mosaxleobis
Svidi Taoba.
wyaro: elison stein
velneri, `TaobaTa da-
yofa~, amerikeli de-
mografebi, 2000 wlis
oqtomberi, gv. 53-58

72. TTaavvii 33 marketinguli garemo 77
komerciulma mSenebelma gaikeTa
axali varcxniloba, gaiparsa
wveri, romelic mis garujul saxes
asaks matebda, swrafi masaJiT
moiSora Rababi, SeiZina kanis
tonaluri kremi da saparsi zeTi.
yvelaferi es mSenebels 100
dolari daujda, magram igi kmay-
ofili iyo. `28 wlis ymawviliviT
vgrZnob Tavs. bevrs vmuSaob da,
Cemi azriT, 100 dolari araferia
imisaTvis, rom axalgazrdulad
gamoviyurebode. me amas vimsax-
ureb~, _ acxadebs konrati da
maRaziis vitrinaSi kmayofili
Sehyurebs sakuTar gamosaxulebas.
sxva Taobebisgan gansxvavebiT, bu-
merebi uars amboben pensiaze gasvlaze.
bevri maTgani cdilobs cxovrebis
amaRelvebeli momentebis xelaxla
aRmoCenasa da Tanamedrove ritmis
ayolas. magaliTad, amerikis mogzaur-
Ta asociaciis monacemebis mixedviT,
bolo 5 wlis ganmavlobaSi, qveynis
saSualo da asakovani mosaxleobis naxevari ardadegebze saTavgadasavlo
mogzaurobebSi dadioda. maTgan 56 procenti bumeri iyo. Harley-Davidson-is
myidvelTa saSualo asaki 46 welia, anu zustad imdeni, ramdenisac bumerebis
Taobis warmomadgenlebi arian. wylis motocikletebis industria axalgazrda
momxmareblebidan saSualo asakis bumerebze da maT Svilebze gadaerTo.10
erTkaciani, dasadgomi wylis motocikletebi axla bazris
mxolod 1 procents Seadgens. axal modelebs aqvT ufro farTo, 3-4-
kaciani dasajdomi adgilebi, specialuri saTavsoebi gasagrilebeli
sasmelebisTvis da fexebis dasvelebis sawinaamRdego saSualebebi.
praqtikulad, isini wylis mini-manqanebs warmoadgenen. amgvarad,
bumerebs surT, mudam axalgazrduli cxovrebis stils misdion.
TTaaoobbaa XX.. 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 imyo-
febian da TaobaTa maxasiaTeblebi naklebad aqvT gamokveTili. maT
sxvanairadac moixsenieben: `beibi basterebi~, `Crdilis Taoba~ an “yiffies”, rac
Semdegi sityvebis abreviaturaa _ axalgazrda, individualuri, Tavisuflebis
moyvaruli Taoba.
Taoba X-is warmomadgenlebi gamoirCevian cxovrebiseuli gamocdilebiT.
ganqorwinebis raodenobis zrdisa da dedebis dasaqmebis matebis gaTvalis-
winebiT, isini iqcnen pirvel Taobad, romelic adreul asakSi gaTavisuflda
mSoblebis garemocvisagan. iqidan gamomdinare, rom Taoba X-is warmomadgen-
lebi gaizardnen recesiis anu warmoebis daqveiTebisa da korporaciebis
Semcirebis periodSi, maT ufro windaxeduli ekonomikuri xedva aqvT.
Sedegad, Taoba X ufro skeptikuri adamianebis erTobliobaa. isini ciniku-
rad uyureben aragonivrul marketingul qmedebebs, romlebic warmatebis advi-
lad miRwevas gvpirdebian, samagierod, iziareben axal kulturul faseu-
lobebs, zrunaven garemoze da dadebiTad arian ganwyobilni socialurad
pasuxismgebeli kompaniebisadmi. warmatebis Ziebis miuxedavad, isini naklebad
materialistebi da metad romantikulebi arian _ afaseben STabeWdilebebs da
ara SenaZens; surT ukeTesi cxovreba da metad arian motivirebulni, raTa sam-
saxurisgan kmayofilebi darCnen, vidre piradi bednierebis msxverplad gaRebiT
samsa-xurSi winsvlas miaRwion.
erT dros, `MTV-is Taobad~ aRiarebuli, sxeulze sviringis mqone da
“McJob”-is fanatebad wodebuli X-Taoba dRes sul ufro xandazmuli xdeba da
■ beibi-bumerebi: Secdoma iqneboda, bumerebisaTvis mxolod ,,asakovne-
bi'an ,,solidurebi~ gvewodebina. wylis motocikletebis industriam
axalgazrda momxmareblebi miatova da saSualo asakis bumerebis mom-
saxureba daisaxa miznad.
TTaaoobbaa XX (Generation X)
45-milioniani Taoba,
romelic dabadebu-
lia beibi_bumerebis
Semdeg, 1965-1976
wlebSi, e.w. ,,Soba-
dobis klebis~''
periodSi.

73. 78 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
Zlierdeba. isini ufro metad erTobian
internetiT, vidre sxva jgufebis warmo-
madgenlebi, Tumca amas friad serio-
zuli ganzraxviT akeTeben. X-Taobis
warmomadgenlebi cvlian beibi-bumere-
bis cxovrebis stils, kulturasa da
materialistur faseulobebs. wliurad,
maTi msyidvelobiTi SesaZleblobebi
daaxloebiT 736 miliard dolars
Seadgens. 2010 wlisaTvis isini beibi-
bumerebs gauswreben da, TiTqmis nebis-
mieri kategoriis produq-tisaTvis,
ZiriTad miznobriv bazars Seqmnian.11
aseTi potenciis mqone X-Taobaze
bevri kompania amaxvilebs yuradRebas.
ganvixiloT Semdegi magaliTi:
CrdiloeT Cikagos erT-erT
SemogarenSi, sursaTis yofili
maRazia Trader Joe’s-is gverdiT, mde-
bareobs CB2-is maRazia, sadac moma-
vali Taobis myidvelTaTvis say-
ofacxovrebo nivTebis sxvadasxva
koncefciaa warmodgenili. Senoba-
Si teqnojazis xma ismis da dadgmu-
lia uzarmazari ekranebi. Aabra
”CB”-i iSifreba, rogorc Crate&Barrel,
“2” ki miuTiTebs, rom maRaziaSi ga-
mofenili saqoneli gankuTvnilia
meore, zedmetad Tamami Taobis, 40
wlamde asakis myidvelebisaTvis.
vin arian CB2-is ZiriTadi momxmare-
blebi? _ es Taoba X-ia. isini arian
25-dan 40 wlamde asakis adamianebi,
romlebic cxovroben, ZiriTadad,
sxvenebSi, binebsa Tu qalaqis sax-
lebSi da ara gareubnebSi. isini
arian skeptikosebi, mouTmenelni da
Zalze moZravi adamianebi. maT uy-
varT tendenciebi, iswrafvian siax-
lisa da SemTxveviTobisaken. CB2-s
dasWirda sami weliwadi, raTa am
moTxovnebis damakmayofilebeli,
zustad gansazRvruli miqsi mieRo.
magaliTad, Tu Crate&Barrel-i samza-
reulos moyvarulebs izidavs, CB2-
ma aRmoaCina, rom misi ZiriTadi
myidvelebi ufro met dros kompiuterebTan atareben; amdenad, samza-
reulosaTvis saWiro nivTebidan yuradReba saofise nivTebze gadaitana.12
TTaaoobbaa Y. erT mSvenier dRes beibi-bumerebi da Taoba X-is warmomadgenlebi
TavianT sadaveebs sxva demografiul jgufs – Y-Taobas gadascemen (maT, aseve,
eqo-bumerebad moixsenieben). 1977-1994 wlebSi dabadebuli beibi-bumerebis
Svilebis ricxvi 72 milions aRwevs, rac Crdilavs X-Taobas da TiTqmis beibi-
bumerebis 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
moaxdina (ix. marketingi muSaobis procesSi 3.1). yovelkvireuli 100-dolariani
Semosavlis mqone eqo-bumerebi weliwadSi ukve 150 miliard dolars xarjaven;
xolo saojaxo nivTebSi, damatebiT, kidev 50 miliardi dolari ixarjeba.
bavSvebisaTvis gankuTvnilma bazrebma, Tineijerebis saTamaSoebma da TamaSebma,
■ fokusireba X-Taobaze: Crate&Barrrel's-ma Seqmna e.w. CB2 maRazia, sadac
gamofenili saqoneli gankuTvnilia zedmetad Tamami dizainisa da
fasebis moyvaruli 25-dan 40 wlamde Taobis momxmareblisaTvis.
TTaaoobbaa Y (Generation Y)
72-milionioniani
Taoba _ beibi-
bumeris Svilebi,
dabadebulni 1977-
1994 wlebSi

74. TTaavvii 33 marketinguli garemo 79
tansacmelma, avejma Tu sakvebma erTgvari bumi warmoqmna. dizainerebma da
sacalo movaWreebma Seqmnes produqciis axali seriebi, axali produqtebi da
axali maRaziebic ki, romlebic specialurad bavSvebsa da Tineijerebze aris
gaTvlili – Tommy Hilfiger, DKNY, Gap, Toys “R” Us, Guess, Talbots, Pottery Barn da Eddie
Bauer; es mxolod mciredi CamonaTvalia. gamovida specialurad am TaobisaTvis
Seqmnili Jurnal-gazeTebi. iseTma presam, rogorebicaa Time, Sports Illustrated-i da
People, bavSvebisa da TineijerebisaTvis axali gamocemebis gamoSveba daiwyo.
bankebi axalgazrdobas sabanko angariSebsa da sainvesticio momsaxurebebs
sTavazoben.13
axla Y-Taobis warmomadgenlebi kolejebs amTavreben da karierul
winsvlas iwyeben. am Taobis erT-erTi ganmasxvavebeli niSania misi damokide-
buleba kompiuterebis, cifruli teqnikisa da internetteqnologiebis mimarT.
10-dan 9 mozards saxlSi kompiuteri aqvs, naxevars – interneti da 12-17 wlis
TineijerTa 50 procents – mobiluri telefoni. jamSi, isini arian mouTmeneli,
awmyoze orientirebuli adamianebi. `internetis dauRalavi da Tavbrudamxvevi
ritmidan, 24-saaTiani sakabelo mauwyeblobidan, mobiluri telefonebidan Tu
sagangebo satelevizio programebidan gamomdinare, albaT, Y-Taoba erTaderTia,
romelsac mkveTrad gamoxatuli tendencia gaaCnia,~ – ambobs erT-erTi
damkvirvebeli.14
Taoba Y marketologTaTvis kompleqsur samiznes warmoadgens. Y-
TaobisaTvis, saSualod, xelmisawvdomia 62 satelevizio arxi, rom araferi
vTqvaT mobilurebze, personalur cifrul asistentebsa (PDA) Tu internetze,
rac maT mediis farTo xelmisawvdomobas sTavazobs. gamokvlevebma aCvena, rom
Y-Taobis warmomadgenlebi arian moxerxebulni, gonierni da mcodneni. maT
uyvarT reklamebi, magram ara iseTebi, romlebSic xalxs dascinian. maT uyvarT
e.w. `mwvane~ nivTebi, romlebic kargad ergeba maT moTxovnebs. momaval wlebSi,
rodesac Taoba Y-is segmenti muSaobas daiwyebs da misi msyidvelobiTi Zala
gaizrdeba, igi, xarjvisa da bazarze gavlenis TvalsazrisiT, gaxdeba ufro
meti, vidre, ubralod, beibi-bumerebis konkurenti.15
TTaaoobbaaTTaa mmaarrkkeettiinnggii.. unda Seqmnan Tu ara marketologebma TiToeuli Taobis-
Tvis calke produqtebi da marketinguli programebi? zogierTi eqspertis
azriT, TiToeuli Taoba moicavs aTwleulebsa da araerT socialur-
ekonomikur etaps. magaliTad, marketologebi beibi-bumerebs, xSirad, sam
nawilad yofen: wamyvani bumerebi, ZiriTadi bumerebi da sxvis nakvalevze
mosiarule bumerebi. TiToeuls Tavisi gansxvavebuli rwmena da qceva gaaCnia.
maT msgavsad, iyofa Y-Taobac: zrdasrulebad, Tineijerebad da bavSvebad.
amgvarad, marketologebma unda Seqmnan ufro naTeli, asakis specifikidan
gamomdinare segmentebi TiToeuli TaobisaTvis. calkeul jgufSi, xalxis
dabadebis TariRis mixedviT garCeva SesaZloa naklebefeqturi iyos,vidre maTi
cxovrebis stilisa Tu cxovrebiseuli etapebis mixedviT segmentacia.
sxva sferoebis warmomadgenelTa azriT, marketologebi ufro windaxe-
dulni unda iyvnen, rodesac produqts qmnian mxolod erTi TaobisaTvis, meore
Taobas ki ignorirebas ukeTeben. `mTavaria, Seecado, iyo farTod eqskluziuri
da, amavdroulad, TiToeul Taobas raRac specifikuri SesTavazo. Tommy Hilfiger-i
Tavis tanisamosze Tineijerebze gaTvlil brendis did logoebs gamosaxavs,
perangis jibeebze ki _ patara logoebs, rac, amjerad, beibi-bumerebisTvisaa
gankuTvnili. es aris brendi, romelsac gaaCnia metad momcvelobiTi, vidre
eqskluziuri strategia,~ – aRniSnavs erT-erTi eqsperti.16
ccvvaalleebbaaddii aammeerriikkuullii oojjaaxxii.. `tradiciuli ojaxi~ Sedgeba Semdegi wevrebis-
agan: qmari,coli da Svilebi (zogjer bebia-babua). erT dros,amerikuli ojaxis
idealma – ori bavSvi, ori manqana da saxli gareubanSi – Tavisi brwyinvaleba
dakarga.17
dRes aSS-Si daqorwinebuli wyvili SviliT Seadgens qveynis 105 milioni
ojaxis mxolod 34 procents da es maCvenebeli TandaTan klebulobs. daqor-
winebuli wyvilebi da isini, vinc naTesavebTan erTad cxovroben, Sead-genen 22
procents, martoxela mSoblebi – 12 procents. 32 procents warmoadgens mar-
toxela, dauqorwinebeli, zrdasruli pirebi, romlebic cxovroben sxva pirTan
erTad.18 sul ufro meti adamiani iRebs gadawyvetilebas ganqorwinebaze, upi-
ratesobas aniWebs dauqorwineblobas, mogvianebiT daqorwinebas an qorwinebas

75. 80 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
warsuls Cabarda dReebi, rodesac
bavSvebi kamfetebisa da nayinis sa-
yidlad xurda fuls zogavdnen. dRe-
vandeli Tineijerebi `kargi mxarjve-
lebi~ arian. amerikeli Tineijeri
kviraSi, saSualod, 101 dolars xar-
javs, rac imas niSnavs, rom qveynis 32
milioni 12-dan 19 wlamde asakis Ti-
neijeris mier daxarjuli Tanxa we-
liwadSi 170 miliard dolarze me-
tia. ufro metic, yovelwliurad,
Tineije-rebze maTi mSoblebis mier
gamomuSavebuli 30 miliardi dola-
ri ixarjeba. amdenad, isini momgebian
bazars warmoadgenen kompaniebisaTvis.
potenciuri myidvelebis am vrce-
li bazris dpyrobas kompaniebi Ti-
neijerebze gamiznuli axali an sa-
xeSecvlili produqtebiT apireben.
maTi nawili swored TineijerTa
bazrisaTvis aris gankuTvnili;
magaliTad, mZafrsiuJetiani kino-
filmebi, saxeze gamonayaris sawinaaR-
mdego kremi, TineijerTa Jurnalebi,
mobiluri telefonebi da sxva.
danarCeni produqcia ki, rogoricaa,
magaliTad, Avon-is nawarmi, manqanebis
gaqiraveba Tu sastumro biznesi, maT
naklebad ainteresebT. aq moyvanilia
mxolod ramdenime magaliTi im kom-
paniebisa, romlebic TineijerTa cxe-
li bazris dapyrobas cdiloben.
■ Wildseed-i mobiluri telefonebis
mwarmoebeli kompaniaa. igi wlebis
ganmavlobaSi atarebda kvlevebs,
raTa TineijerebisaTvis mobiluri
aparati Seeqmna. ukanaskneli ori
wlis ganmavlobaSi kompania regu-
larulad iwvevda Tineijerebs
fokus-jgufebSi monawileobis mi-
saRebad, risTvisac TiToeuli maT-
gani iRebda 20 dolars, miirTmevda
picas, erToboda videoTamaSebiT da
eTanxmeboda an uaryofda ama Tu im
SemoTavazebul winadadebas. gamok-
vlevebma gviCvena, rom sulac ar
aris savaldebulo, rom Tineijere-
bisaTvis gankuTvnili mobiluri
telefoni iyos patara, priala da
Ria feris. Tineijerebi mobiluri
telefonisgan iTxoven konkretul
(musika, mokle teqsturi Setyobine-
ba da TamaSebi) da abstraqtul
(stili, personaluroba da indivi-
dualoba) daniSnulebebs. Sedegad,
Wildseed-is telefonebs aqvT mosax-
sneli paneli (rac imas niSnavs,
rom misi gamocvla survilisamebr
aris SesaZlebeli), kompiuteris Ci-
pebi (rac, Tavis mxriv, Tineijerebs
saSualebas aZlevs, TavianTi tele-
fonis funqciebs individualoba
mianiWon) da vizualuri mxare (ri-
TTiinneeiijjeerrTTaa bbaazzaarrii:: vveemmssaaxxuurreebbiiTT aaxxaallggaazzrrddoobbaass
3.1
Tineijerebze gamiznuli marketingi: fokus-jgufebis gamokvlevebze dayrdno-
biT, Wildseed-ma axalgazrda myidvelebs SesTavaza mobiluri telefonis axali
modeli e.w. ,,sazriani kaniT~ - anu Sesacvleli gareTa paneliT da, amasTan
erTad, telefonSi CamontaJebuli specialuri mikrosqemiT, romelic mflo-
bels saSualebas aZlevs, moaxdinos telefonis funqciebis saxecvlileba
sakuTari survilis mixedviT.
Svilebis gareSe. marketologebma sul ufro metad unda gaiTvaliswinon ara-
tradiciuli ojaxebis gansakuTrebuli moTxovnilebebi, radgan maTi raode-
noba ufro swrafad izrdeba, vidre tradiciuli ojaxebisa. TiToeul jgufs
mkveTrad gansazRvruli moTxovnilebebi da yidvis Cvevebi gaaCnia.
aseve, Zalze gaizarda samsaxuris mqone qalebis ricxvic. Tu 1950 wels
amerikaSi mdedrobiTi sqesis samuSao Zala 30 procents Seadgenda, dRes es
maCvenebeli 60 procentze metia.19 miuxedavad amisa, es tendencia SeiZleba

76. TTaavvii 33 marketinguli garemo 81
Tac sakuTar personalurobas us-
vamen xazs). magaliTad, skeitbor-
distebs SeuZliaT im panelis Ser-
Ceva, romelsac mkveTri zarebi da
gamZle Rilakebi aqvs.
■ Teen Vogue: bazris winaswari tes-
tirebis Sedegad, 2003 wels popu-
larulma qalTa Jurnalma Vogue-m
TineijerebisTvis pirveli nomeri
gamouSva. gamomcemelma Conde Nast-ma
450000 Tineijeri miizida da darw-
munebulia, rom es ricxvi male
750000-s gadaaWarbebs. garda imisa,
rom Jurnali Seicavs statiebs mo-
daze da momxibvlel suraTebs, misi
zoma imdenad pataraa, rom Tinei-
jerebs Tavisuflad SeuZliaT misi
gakveTilebze gadamalva.
■ Hot Topic-i: tanisamosis sacalo
movaWre Hot Topic-ma amerikis univer-
sitetebis studentTa 17 procenti
daipyro, romlebic sakuTar Tavs
`alternatiul Tineijerebs~ uwo-
deben. isini rok-koncertebs eswre-
bian, raTa gaarkvion, Tu ra stilis
tansacmels atareben rok-Semsru-
leblebi da modas ayolili gul-
Sematkivrebi. maRaziaSi SegiZliaT
SeiZinoT iseTi nivTebis asorti-
menti, romlis naxvac SeuZlebelia
Abercrombie&Fitch-Si. xakisferi tope-
bis garda, maRazia yidis zolian
windebs, vardisferi bewvis sacv-
lebs, bumbulis yelsaxvevebs, Tmis
cisfer saRebavs, frCxilebis Sav
laqsa da Morbid-is makiaJs. Tinei-
jerebs SeuZliaT maisurebis SeZena
pirdapir iseTi teleSoudan, rogo-
ricaa “Sponge Bob SquarePants”-i, li-
cenzirebuli sakoncerto tanisa-
mosi ki iseTi momRerlebisgan,
rogorebic arian Eminem-i, Marilyn
Manson-i, Tool-i da Linkin Park-i. maSin,
rodesac Gap-is, American Eagle-isa da
TineijerebisTvis gankuTvnili
sxva sacalo movaWreebis gayidvebi
sagrZnoblad Semcirda, Hot Topic-is,
piriqiT, piks aRwevs. bolo sami
wlis ganmavlobaSi gayidvis maC-
venebeli yovelwliurad, saSua-
lod, 37 procentiT izrdeba.
■ Avon-i male safuZvels Cauyris
TineijerTa bizness, romlis miza-
nic Tineijeri myidvelis mozidva
iqneba. axali departamenti samu-
Saod miiwvevs Tineijerebs, rogorc
gamyidvelebs, romlebic kataloge-
bis, internetis, wveulebebisa Tu
sxva sainformacio Sexvedrebis Se-
degad, sxva Tineijerebs mihyidian
produqcias. SeZlebs ki kompania,
romlis klienturas 25-55 wlis ame-
rikeli qalbatonebi warmoadgenen,
aseve warmatebiT moemsaxuros Ti-
neijerebsa da axalgazrda qalba-
tonebs? Avon-s es SeuZlia. axali
brendi ufro maRalxarisxiania da
metad gamoxatavs Tanamedrove ten-
denciebs, vidre Avon-is tradici-
uli Sexeduleba. `es sruliad gan-
sxvavebuli brendia~, _ ambobs
Avon-is mTavari aRmasrulebeli an-
drea iangi.
■ Rockport:-i rodesac fiqrobT
Rockport-ze, albaT, Tvalwin warmo-
gidgebaT fexsacmeli da tanisamo-
si SedarebiT ufrosi TaobisTvis.
miuxedavad amisa, 12-19 wlis Tinei-
jerebTan urTierTobebis Camoya-
libebis mizniT, Rockport-i daukav-
Sirda gaerTianebuli samefos
kompania Dubit-s, romelic axalgaz-
rdebzea orientirebuli da Seqmna
3D-internetmaRazia (www.dubit.co.uk).
Tineijerebs, romlebic Dubit-is vir-
tualur maRaziaSi `daseir-noben~,
SeuZliaT ewvion Rockport-is maRa-
zias da SearCion fexsacmeli, ro-
melzec Zalian didi moTxovnaa:
Copepoda Crustacean-i _ sandlebis
sawmendi saSualeba, Tractonic Open
Road-i _ retros stilis boulin-
gis saTamaSo botasebi, kontrastu-
li gviristiT.
■ The Gorham Hotel-i: sastumroebi da
kurortebi sul ufro kargad ec-
nobian im zegavlenas, romelsac
Tineijerebi ojaxis dasvenebis
gegmebze axdenen. erT-erTi kvlevis
Sedegad dadginda, rom mSobelTa
82 procenti dasvenebis Sesaxeb ga-
dawyvetilebas bavSvebis survile-
bis gaTvaliswinebiT iRebs. amitom
bevri sastumro Tineijerebs sao-
jaxo pakets sTavazobs, romelSic
Sedis Ramis klubebi, Tineijerebze
orientirebuli seirnobebi da kom-
piuteruli oTaxebi SeuzRudavi
internetiT. niu-iorkis Gorham
Hotel-Si TineijerebisaTvis siamov-
nebis misaniWeblad mSobelTa oTa-
xebSi maTTvis specialuri sivrcea
gamoyofili. specialur luqsebSi
maT sTavazoben oTaxebs sakuTari
kariT, gasaSleli divaniT, televi-
zoriT, telefoniTa da Nintendo-Tic
ki. qveda sarTulze, SesasvlelSi,
Gorham-i sTavazobs 24-saaTian
internetmomsaxurebas.
■ The National Cattlemen’s Beef
Association-i: Znelia, warmovidginoT
robert mitCemi da sem elioti
(ori adamiani, romlebic, CaxleCi-
li xmiT acxadebdnen: `saqonlis
xorci – ai, ra aris sadilad yve-
laze kargi~) mosabezrebel, Zilis-
momgvrel wveulebaze. Tumca The
National Cattlemen’s Beef Association-i
Zalian dainteresebulia axalgazr-
da, mdedrobiTi sqesis TineijerTa
jgufiT. 19 wlis mocigurave, 4,5
futi simaRlis saSa koheni, bolo
wlebis ganmavlobaSi am kompaniis
reklamebis saxe iyo. axlaxan maT
Seqmnes veb-gverdi – Cool-2B-Real.com
_ 8-12 wlis gogo-nebisTvis (romel-
Tagan umravlesoba, NCBA-is mona-
cemebiT, vegetarianelia). vardis-
fer, cisfer da yviTel ferebSi
gadawyvetili veb-gverdi mnaxve-
lebSi Barbi.com-is asociacias iw-
vevs, Tu, ra Tqma unda, yuradRebas
ar mivaqcevT gverdis SuaSi ganTav-
sebul hamburgers. aqvea iseTi Ta-
maSebi, rogorebicaa Burger Bogle da
Grillin&Chillin-i; agreTve, socialuri
gamokiTxvebi, SetyobinebaTa dafebi
da, rasakvirvelia, kerZebis recep-
tebi (romelTa umravlesoba sa-
qonlis xorcs Seicavs).
wwyyaarrooeebbii:: Examples adapted from those found in
Frand Washington, “Aim Young; No, Younger,”
Advertising Age, April 9, 2001; Nancy Keates, “Family
Travel: Catering to Kids,” Wall Street Journal, May 3,
2002, p. W-1; Jennifer Lee, “Youth Will Be Served,
Wirelessly,” New York Times, May 30, 2002, p. G1;
Sally Beatty, “Avon Set to Sell to Teens,” Wall Street
Journal, October 17, 2002, p. B1; and Tim Nudd,
“Beef. It’s, Like, What’s for Dinner,” Adweek, March
17, 2003, p. 46. Also see “Hot Topic, Inc.,” Hoover
Company Profiles, Austin, May 15, 2003; Leslie
Earnest, “California: Hot Topic Results Suit It to a
Tee,” The Los Angeles Times, March 5, 2003, p. C2;
“Rockport Opens 3D Shop on Teen Web Site,”
Marketing Week, May 23, 2002, p. 39; Jon Fine, “Teen
Vogue Takes Sophisticate Route,” Advertising Age,
January 13, 2003, p. 45; “Teens Spent $170 Billion in
2002,” press release, Teenage Research Unlimited,
February 17, 2003, accessed online at www.teenre-
search.com/ PRview.cfm?edit_id=152; and Arlene
Weintraub, “Hotter Than a Pair of Vinyl Jeans,”
Business Week, June 9, 2003, pp. 84–85.
Seneldes. 25-wliani zrdis Semdeg dasaqmebuli qalebis raodenoba, romelTac
erT wlamde asakis bavSvebi hyavT, bolo ramdenime wlis ganmavlobaSi
Semcirda. amasTan, mamakacebis sul ufro mzardi raodenoba rCeba saxlSi,
bavSvebis movlis mizniT. gasul wels, im mamakacTa ricxvma, romlebic ojaxuri
saqmeebiT iyvnen dakavebulni (maSin, rodesac meuRleebi muSaobdnen), 1.7 mil-
ioni Seadgina.
dasaqmebul qalTa raodenobis mniSvnelovanma zrdam safuZveli Cauyara

77. 82 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
bavSvTa movlis bizness, karieraze orien-
tirebuli qalebis tanisamosis mwarmoe-
blebs, finansur momsaxurebebs da bevr sxva
biznesSesaZleblobebs. magaliTad, imata
iseTi maRaziebis raodenobam, romlebmac
gaaxangrZlives muSaobis saaTebi, riTac
xeli Seuwyves dasaqmebul qalebs. sam-
saxuriT dakavebul myidvelebs SeuZliaT
winaswar darekon da ganaTavson saTanado
SekveTa, amasTan, miiRon konsultaciebi
maRaziis TanamSromlebisagan.20
mmoossaaxxlleeoobbiiss ggeeooggrraaffiiuullii ggaaddaannaaccvvlleebbaa..
es aris didi migraciis periodi rogorc
qveynebs SigniT, ise maT Soris. magaliTad,
amerikelebi moZravi xalxia – aSS-is mosax-
leobis 16 procenti yovelwliurad icvlis
adgils.21 bolo ori aTwleulis ganmav-
lobaSi aSS-is mosaxleobam ufro mzian
StatebSi gadainacvla. dasavleTisa da
samxreTis StatebSi mosaxleoba gaizarda
maSin, rodesac Sua dasavleTisa da
Crdilo-aRmosavleTis StatebSi nawilo-
briv Semcirda. mosaxleobis aseTi cvla
marketologebis interess iwvevs, radgan
sxvadasxva regionis xalxi sxvadasx-
vanairad yidulobs. magaliTad, kvleva
aCvenebs, rom xalxi sietlSi ufro met
kbilis jagriss yidulobs, vidre aSS-is
nebismier sxva qalaqSi. solt-leik-sitis
mosaxleoba ufro met Sokolads miirTmevs,
niu orleanSi ufro meti raodenobis
ketCups iyeneben, xolo maiamis mosaxleoba
ufro met Savi qliavis wvens svams.
erT saukuneze metia, rac amerikelebi
soflidan didi qalaqebis teritoriebze gadavidnen. 1950-ian wlebSi isini
masobrivad saxldebodnen qalaqebidan moSorebiT, gareubnebSi. dRes gareub-
nebisken migracia grZeldeba. sul ufro meti amerikeli gadadis e.w. `mikropo-
litenis~ (anu mikrodasaxlebebis) teritoriebze. esaa didi qalaq-
Tanamgzavrebis teritoriaze mdebare patara qalaqebi. es SedarebiT mcire
dasaxlebebi, didi qalaqebis bevr upiratesobas sTavazoben – samsaxurebs,
restornebs, gasarTob saSualebebs, sazogadoebriv organizaciebs, amasTan,
mosaxleobaSi ganxeTqilebis, satransporto sacobebis, kriminalis maRali don-
isa da sakuTrebaze didi gadasaxadebis gareSe, rac, Cveulebriv, mZlavrad
urbanizebul teritoriebTan asocirdeba.22
xalxis mier sacxovrebeli adgilis cvlileba iwvevs maTi samuSao adgi-
lebis cvlilebasac. magaliTad, mikrodasaxlebebSi da gareubnebis terito-
riebze migraciam gazarda iseTi adamianebis ricxvi,romelnic muSaoben saxlSi
an Soreul ofisSi da TavianT bizness awarmoeben telefoniT, faqsiT, modemiT
an internetiT. samagierod, am tendenciam Seqmna SOHO-s tipis bazari (patara
ofisi/saxlis ofisi). xuTidan erTi amerikeli axla saxlis gareT iseTi eleq-
tronuli mowyobilobebis gamoyenebiT muSaobs, rogorebicaa personaluri kom-
piuterebi, mobiluri telefonebi, faqsebi da xelis organaizerebi. bevri marke-
tologi SOHO-s bazris brwyinvale segments aqtiurad uWers mxars. qvemoT
moyvanilia Kinko-s magaliTi.
1970-ian wlebSi sauniversiteto teritoriaze fotokopirebis
mizniT daarsebuli Kinko axla saxeSecvlilia. igi exmareba sxvadas-
xva bizness dokumentaciis warmoebaSi, dawyebuli patara ofisebidan
da damTavrebuli Fortune-is saukeTeso 500 kompaniiT. e.w. SOHO-s (Small
Office and Home Office) segmentisTvis Kinko saxlis gareT mowyobil yve-
laze karg samuSao ofisad iqca. Tu erT dros arsebobda qseroqsis
manqanebi, dRes Kinko Tavis 1100 maRaziSi, aSS-sa da sxva qveynebSi,
■ cvalebadi amerikuli ojaxi: aratradiciuli saojaxo er-
Teulebi _ martoxelebi da erTi an orive sqesis erTad mcxov-
rebni Seadgenen aSS-is saojaxo erTeulebis 32 procents.

78. TTaavvii 33 marketinguli garemo 83
sTavazobs faqsis manqanebis, ultraswrafi feradi printerebisa da
kompiuteruli qselebis nakrebs popularuli kompiuteruli progra-
mebiTa da swrafi internetkavSiriT. Kinko-s stumrobiT xalxs yve-
lanairi saofise saqmis gakeTeba SeuZlia: beWdva, faqsis gagzavna da
miReba, kompiuteris mravalferovani programebis gamoyeneba, interne-
tiT sargebloba, sakancelario nivTebisa da beWdvisTvis aucilebeli
sxva saSualebis SekveTa, sakonferencio da TviT telesakonferencio
darbazis daqiraveba. rac ufro meti adamiani iziarebs saxlSi
muSaobis tendenciebs, sul ufro met saSualebas sTavazobs Kinko-c.
Tanamedrove mowyobilobebis damatebis garda, kompania, Tavis
maRaziebSi StarBucks-is yavis saxlebis gaxsnis Taobazec awarmoebs
molaparakebebs.23
uukkeeTTeessaadd ggaannaaTTlleebbuullii mmoossaaxxlleeoobbaa.. aSS-is mosaxleoba sul ufro ganaT-
lebuli xdeba. magaliTad, 2002 wels 25 wels gadacilebuli mosaxleobis 84
procentma daamTavra saSualo skola, 27 procentma ki _ koleji, maSin rode-
sac 1980 wels, es maCveneblebi Seadgenda 69 procentsa da 17 procents. ufro
metic, saSualo skolis bolo safexuris (12 klasi) kursdamTavrebulebis
TiTqmis 2/3, axla, damTavrebidan 12 TveSi, kolejSi iricxeba.24 ganaTlebuli
adamianebis mateba zrdis moTxovnas xarisxian produqtebze, wignebze,
Jurnalebze, mogzaurobaze, personalur kompiuterebsa da internetmomsaxu-
rebebze.
muSa Zalac ufro saofise samuSaoTia dakavebuli. 1950-1985 wlebSi maTi
maCvenebeli 41 procentidan 54 procentamde gaizarda, xolo Savi samuSaos
mqoneTa ricxvi ki 47 procentidan 33 procentamde Semcirda. momsaxurebis
seqtorSi dasaqmebul pirTa raodenoba 12 procentidan 14 procentamde gai-
zarda. 1983-1999 wlebSi menejerebisa da profesionalebis wilma mTlian
samuSao ZalaSi 23 procentidan 30 procentamde imata. es tendenciebi axal
saukuneSic grZeldeba.25
mmrraavvaallffeerroovvnneebbiiss zzrrddaa.. qveynebi eTnikuri da rasobrivi niSnebiT gansxvavde-
bian. erTi ukiduresobaa iaponia, sadac TiTqmis yvela iaponelia, meore ki _
aSS, sadac TiTqmis yvela erovnebis warmomadgeneli cxovrobs. aSS-s xSirad
`sadnob qvabs~ uwodebdnen, sadac sxvadasxva qveynisa da kulturis jgufebi
erTmaneTs Seerwynen da, Sedegad, SedarebiT erTgvarovani mTlianoba miviReT.
axla aSS `salaTis Tass~ hgavs, sadac mravali jgufi Seerwya erTmaneTs, Tumca
maT, TavianTi mniSvnelovani kulturuli da eTnikuri gansxvavebebisa da
faseulobaTa SenarCunebiT, mravalferovneba ar daukargavT.
marketologebi mzardi mravalferovani bazrebis pirispir aRmoCndnen,
rogorc qveynis SigniT, aseve mis farglebs gareT. aSS-is mosaxleobis 71 pro-
cents TeTrkanianebi warmoadgenen, xolo afroamerikelebi da espanelebi _ 12-
12 procents, azieli amerikelebi ki _ 4 procents, darCenili erTi procenti ki
_ amerikeli indielebi, eskimosebi da aleutis kunZulebis mosaxleobaa. moma-
vali 20 wlis ganmavlobaSi mosalodnelia am eTnikuri Semadgenlobis Secvla.
am droisTvis afroamerikelebis raodenoba gaizrdeba 25 procentamde, laTino
da aziel amerikelTa ricxvi ki gaormagdeba. aSS-Si mcxovrebTa 9% (TiTqmis 26
milioni adamiani) daibada sxva qveynebSi.26
didi kompaniebis umravlesoba, rogorebic arian Sears, Wal-Mart, Bank of
America, Levis Strauss, P&G, General Mills, axla erTi an ramdenime aseTi jgufisaTvis
specialurad Seqmnil produqtebsa da stimulirebebze akeTebs aqcents.
magaliTad, General Mills-i, calkeuli sareklamo kampaniebiT, afroamerikelebis
bazars umiznebs Tavisi Big G-is burRuleulis realizebis mizniT. aseTi kam-
paniebi moicavs sakuTriv reklamas, sponsorobasa da sazogadoebaze gaTvlil
stimulirebebs, rac ojaxze gansakuTrebuli yuradRebis gamaxvilebas iwvevs.
analogiurad, Bank of America-m gaaoTxmaga Tavisi multikulturuli biu-
jeti 40 milion dolaramde. myidvelTa moTxovnilebebis kvlevaze dafuZnebiT
da kulturul gansxvavebebze dakvirvebis Semdeg, man ganaviTara sxvadsxva
sareklamo Setyobineba laTino, azielebisa da afroamerikelebis bazre-
bisTvis.
azielTaTvis: komerciuli sareklamo kadrebi gadaRebulia
CineTSi, koreasa da vietnamSi. iwyeba emigrantis mogzaurobiT, retro-
speqtulad naCvenebia, rogor aswavlis biWi Tavis umcros Zmas

79. 84 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
velosipedis tarebas sakuTar samSobloSi. Semdeg, paraleli ivleba
amerikis bankTan, romelic dRes giraosTan dakavSirebiT daxmarebis
xels uwvdis. reklamaSi gamoyenebulia velosipedis is modeli, rom-
lis tarebis swavlac SeuZliaT aziel bavSvebs (specialurad ar aris
naCvenebi amerikeli bavSvis velosipedi). es reklamebi ekranze gava
espanur, Cinur, koreul Tu vietnamur enebze, raTa mizanSi amoiRos
momxmareblebi, romelnic komunikaciisas upiratesobas mSobliur enas
aniWeben.27
mravalferovneba eTnikur memkvidreobaze Sors midis. magaliTad, bevrma
wamyvanma kompaniam axlaxan homoseqsuali da lesboseli momxmareblis
mizidva daiwyo. Simmons Research-is mier National Gay Newspaper Guild-is 12 pub-
likaciis mkiTxvelTa gamokvlevam cxadyo, rom, saSualo amerikelebTan
SedarebiT, respondentebi seqsualuri umciresobidan 12-jer ufro metad arian
TavianTi profesiiT dakavebulni,TiTqmis orjer mets aqvs agaraki,rvajer mets
nouTbuqis tipis kompiuteri da orjer mets _ individualuri aqciebi; maT
daaxloebiT orjer meti Semosavali aqvT, vidre saSualo amerikul ojaxs
(60000_250000 dolari); 2/3-ze metma daamTavra koleji, 20 procenti ki magistris
xarisxs flobs. garda amisa, homoseqsualebi yvelafers advilad eguebian (adg-
ilobriv sazogadoebaSi sityvier Seuracxyofas), amdenad, bazarze Zalze
mimzidveli segmenti xdebian.
SesaZloa homoseqsualTa bazris zomisa da gavlenis gazomva Zneli iyos,
magram zogierTi eqsperti akeTebs daskvnas, rom amerikis mosaxleobis 5-6 pro-
centi, anu 14-15 milioni adamiani homoseqsualia. sxvebis SefasebiT, isini aSS-is
mosaxleobis 10 procents Seadgenen da maTi msyidvelobiTi Zala 450 miliardi
dolaria. amis gamo, bevri didi kompania axla TavianT produqtebsa da momsax-
urebebs pirdapir homoseqsuali momxmareblebisaken mimarTavs. magaliTad, sul
ufro meti Tanxf ixarjeba homoseqsualTa misazidad Seqmnil reklamebze. veb-
gverdma Gay.com-ma, romelic yovelTviurad 2 milion stumars izidavs, moxibla
reklamis SemqmnelTa iseTi cnobili kompaniebis mTeli wyeba, rogorebic arian
IBM, eBay, Quicken Mortgage, Saturn, AT&T, American Airlines da Neiman Marcus. kompaniebs,
romlebic homoseqsualebs pirdapir mizanSi iReben, miekuTvnebian American
Express, Ford, Miller Brewing Company, Absolut Vodka, Johnson&Johnson da John Hancock
Financial Services. qvemoT moyvanilia homoseqsualTa marketingis ramdenime
magaliTi:28
American Express Financial Advisors-is beWduri reklama homoseqsualTa
wyvils asaxavs, romelic Tavis finansur momavals gegmavs. reklamebi
gadioda Out-sa da The Advocate-Si _ homoseqsualebis or yvelaze
maRaltiraJian erovnul gamoSvebaSi. kompaniis segmenturi mar-
ketingis ufrosi margaret vergeili acxadebs: `Cven mizanSi amoviReT
homoseqsualTa auditoria, miznobrivi reklamebisa da stimulirebis
meSveobiT, romelnic maT yofa-cxovrebas Seesabameba da, aqedan gamomd-
inare, Cven maTi specifikuri moTxovnilebebis gvesmis. xSirad,
homoseqsualTa wyvilebi iseTi sakiTxebiT arian Zalze dainterese-
bulni, rogoricaa socialuri usafrTxoebis daxmareba da uZravi
qonebis dagegmva, miuxedavad imisa, rom aseTi wyvilebis qorwinebas,
xSir SemTxvevaSi, kanoni ar cnobs.~
mbrwyinavi iaguari wuiliT miapobs haers da mas Tan sdevs
sareklamo gzavnili: `cxovreba savsea moulodnelobebiT. gsurT,
gyavdeT partniori?~ es aris Ford-is bolo komerciuli svla, sadac
sityva `partniors~ ormagi datvirTva aqvs. aq miznobriv bazars
homoseqsualebi warmoadgenen. Jaguar-is reklama TvalSisacemi da
aRsaniSnavia, radgan igi saTaves amerikis erT-erT udides
korporaciaSi iRebs da homoseqsualebzea gaTvlili. es ufro metia,
vidre ubralo reklama homoseqsualTaTvis gamoSvebul JurnalSi.
`Cven gvwams Setyobinebebis, romlebic momxmareblebTan gvakavSirebs,~
_ ambobs Ford-is globaluri marketingis vice-prezidenti ian valen-
tiki.
2003 wels manqanebis gaqiravebis biznesis mqone kompania Avis-ma
Tavisi marketinguli biujetis 5 procenti homoseqsualTa sazogadoe-
bas miuZRvna. mis sareklamo kampaniaSi xazgasmiTaa aRniSnuli, rom
adgilobrivi partniorebi avtomaturad iricxebian, rogorc

80. TTaavvii 33 marketinguli garemo 85
damatebiTi mZRolebi. `es aris erTguli da mdidari jgufi, romelic
usmens marketings~, _ ambobs Avis-is warmomadgeneli. kompaniis strate-
gia gulisxmobs homoseqsualTa festivalebis sponsorobasa da
kuponebis darigebas, rac, Tavis mxriv, gulisxmobs Semdegs: manqanis
daqiravebisTvis Avis-i ricxavs dolars arakomerciuli organizaciis
_ cisferebisa da lesboselebis aliansi ciliswamebis winaaRmdeg _
fondSi.
Miller Brewing Company-m axlaxan gamouSva reklama, sadac asaxulia
ori qalbatoni, romelnic cdiloben, barSi erTi mamakacis yuradReba
miipyron da misTvis Miller Lites-s yiduloben. barSi Semodis meore
mamakaci da qalebi ufro metad kargaven sircxvils. uceb ori
mamakaci erTmaneTs xels gadaxvevs. sareklamo saagento Prime Access,
Inc-is warmomadgenel hovard bufordis TqmiT, reklamis iumors war-
moadgens imedgacruebuli qalebis sasowarkveTileba, ramac reklamis
saxiT brwyinvale Sedegi mogvca. `qalebi ganicdidnen siamovnebas da
gei-kacebsac moswondaT igi iseve, rogorc swori orientaciis
mamakacebs.~
amerikaSi meore momxibvleli segmenti 54 milioni uunaro adamiania _ es
bazari ufro didia,vidre afro da laTinoamerikelebis bazari _ isini yovel-
wliurad TiTqmis 1 trilion dolars xarjaven. SezRuduli moZraobis mqone
xalxi idealuri miznobrivi bazaria iseTi kompaniebisTvis, rogoricaa Peapod-i
(www.peapod.com), romelic mWidrod dasaxlebul teritoriebze msxvil super-
marketebs flobs da sursaTis onlainyidvasa da saxlSi mitanas sTavazobs.
ganvixiloT Semdegi magaliTebi:29
juli perezi xedavs gansxvavebebs, rodesac igi, dasasveneblad,
karibis kunZul boneirze, flamingos sanapiroze mdebare sastumro
Divi Motel-Si Cadis. `es sastumro cnobilia imiT, rom yvelasaTvis
xelmisawvdomia. sastumros broSuraze gamosaxulia gorgolaWebiani
skami. momsaxure personali Tavis saqmeSi gawvrTnili da
gaTviTcnobierebulia. maT namdvilad surT, raTa uunaro adamianebs
yvinTva aswavlon. maT arafris eSiniaT.~ kaliforniaSi, venturaSi mcx-
■ kulturuli saxesxvaobebis Seswavlaze dayrdnobiT, Bank of America-m ganaviTara miznobrivi sareklamo
gzavnilebi azieli da laTinoamerikeli qve-jgufebisaTvis.

81. 86 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
ovrebi 35 wlis perezi gamocdili myvinTavi-akvalangisti da
mogzaurTa klubis wevria, amavdroulad, kidurebis problema aqvs.
sanam deda gaxdeboda, weliwadSi xuTjer mogzaurobda karibis
kunZulebze,axla ki weliwadSi erTxel an orjer axerxebs iq Casvlas.
Volkswagen-i mizanSi iRebs uunaro adamianebs, romelTac mogzau-
roba surT. magaliTad, axlaxan EuroVan-isTvis specialuri mar-
ketinguli kampania warmarTa. igi aqcents akeTebda EuroVan-is Zalian
ganier karze, maRal saxuravsa da farTo sivrceze, specialurad
gorgolaWebiani skamebis mosaTavseblad, rasac, samwuxarod, avtomwar-
moeblebi xSirad ignorirebas ukeTeben. EuroVan-is ufro meti
xelmisawvdomobisTvis, Volkswagen-i sTavazobs e.w. `mobilurobis
daSvebis programas.~ moZraobaSezRudul mZRolebs, romlebic VW-s
yiduloben an lizingiT iReben, aqvT upiratesoba, SeiZinon 1500
dolaris Rirebulebis damatebiTi mowyobilobebi,rogorebicaa xelis
marTva da gorgolaWebiani skamis asawevi. Volkswagen-ma etiketi
`gvWirdeba mZRolebi~, Secvala Semdegi fraziT: `gvWirdeba yvela
saxis mZRoli,~ raTa am gziT moZraobaSezRuduli mZRolebis guli
moego. VW-is saiti Semdeg daskvnas akeTebs: `Cven vqmniT manqanebs
maTTvis, visac manqanis marTva uyvarT. zogierTs SeuZlia
gorgolaWebiani skamiTac ki isargeblos.~
aSS-is mosaxleobis mravalferovnebidan gamomdinare, warmatebuli marke-
tologebi agrZeleben TavianTi marketinguli programebis gamravalferov-
nebas, raTa upiratesoba moipovon swrafad mzard segmentebze. `mravalferov-
neba iqneba ufro meti, vidre ubralod sityva _ es iqneba ekonomikuri
gadarCenis sawindari~, _ ambobs erT-erTi eqsperti.30
■ Volkswagen-i gamiznulad
moicavs mogzaurobis moyvarul
moZraobaSezRudul xalxs. igi
sTavazobs programas _ Mobility
Access (mobilurobis daSveba).
man Secvala Tavisi sareklamo
slogani _ ,,mZRolebs surT~,
raTa miemarTa moZraoba-
SezRuduli mZRolebisaTvis
sareklamo mowodebiT _ ,gvWir-
deba yvela saxis mZRoli~.
SSeerrwwyymmaakkoonncceeffcciieebbiiss
ssiiCCqqaarriiss
SSeemmzzRRuuddaavvii
SeisveneT cota xniT da dafiqrdiT imaze, Tu ramxela gavlena aqvs de-
mografiul faqtorebs yovel Cvenganze da, aqedan gamomdinare, mar-
ketologTa strategiebze.
■ daakavSireT demografiuli ganviTarebis tendenciebi sakuTar
cxovrebasTan. moifiqreT gansakuTrebuli magaliTebi imisa, Tu
rogor gavlenas axdens esa Tu is cvalebadi demografiuli faq-
tori Tqvenze da Tqvens yidvis qcevaze.
■ magaliTad moiyvaneT erTi kompania, romelmac kargad Seasrula saqme
da reagireba moaxdina cvalebad demografiul garemoze – TaobaTa
segmentebze (beibi-bumerebi, X-Taoba, Y-Taoba), amerikuli ojaxis
cvlilebaze da mosaxleobis mravalferovnebaze. SeadareT igi im
kompanias, romelmac Tavisi saqme ver Seasrula.

82. TTaavvii 33 marketinguli garemo 87
eekkoonnoommiikkuurrii ggaarreemmoo
eekkoonnoommiikkuurrii ggaarreemmoo Sedgeba faqtorebisgan, romlebic momxmareblis msyid-
velobiT unarsa da xarjviT tendenciebze axdenen zegavlenas. qveynebi
erTmaneTisgan Zalze gansxvavdebian Semosavlis donisa da Semosavlis gadana-
wilebis mixedviT. zogierT qveyanas gaaCnia e.w. saarsebo ekonomika, sadac
mosaxleoba moixmars TiTqmis mTlianad sakuTari soflis meurneobisa da
mrewvelobis mier gamomuSavebul produqcias. aseTi tipis qveynebi kompaniebs
mcire raodenobiT SesaZleblobebs Tu sTavazoben. arsebobs qveynebi, sadac
industriuli ekonomika aris. es qveynebi warmoadgenen mimzidvel bazrebs
sxvadasxva saxis produqciisTvis. marketologebma yuradReba unda gaa-
maxvilon ZiriTad tendenciebze da momxmareblis xarjvis formebze rogorc
qveynis SigniT, aseve mis farglebs gareT arsebul bazrebze. qvemoT mocemulia
aSS-Si arsebuli ZiriTadi ekonomikuri tendenciebi.
ccvvlliilleebbeebbii SSeemmoossaavvlleebbSSii.. 1980-ian wlebSi,romelsac zogjer `xmaurian 1980-ian
wlebad~ moixsenieben, amerikeli momxmarebeli saocrad gaaqtiurda, risi sawin-
daric Semosavlebis mateba, federaluri gadasaxadebis Semcireba, kerZo
sakuTrebis faseulobis swrafi zrda da sesxis gacemis bumi iyo. isini yidu-
lobdnen da yidulobdnen dakvirvebisa da sifrTxilis gareSe, risTvisac
xSirad valsac iRebdnen. moduri iyo sakuTari Tavis aseTi daxasiaTeba _
`maRaziisTvis dabadebuli~. gamoTqmad damkvidrda Semdegi sityvebi:
`daiRaleT? miaSureT maRaziebs.~31 1990-ian wlebSi beibi-bumerebis Taobas ukve
hqonda sakuTari xelfasi, xolo patara ojaxebis ricxvi, romelTac saTaveSi
karieris mqone mSoblebi edgnen _ saocrad izrdeboda; ase rom, bevri momx-
marebeli ganagrZobda xarisxiani produqtisa da ukeTesi momsaxurebis
moTxovnas. maT am yvelaferSi fulis gadaxda SeeZloT.
miuxedavad yvelafrisa, 1980-iani wlebis Tavisufali xarjvis periodi 1990-
iani wlebis recesiam daCrdila. 90-iani wlebi `xelmomWirne momxamareblis~
aTwleulad iqca. zogierT segmentSi mzard Semosavlebs gazrdili finansuri
tvirTic mohyva. momxmareblebi iZulebulni iyvnen, valebi daebrunebinaT da,
amasTanave, gaizarda ojaxis rCenisTvis saWiro Tanxebi da gasavlebi. saWiro
iyo Tanxebis dazogva swavlasa Tu pensiaze gasvlis SemTxvevisaTvis.
finansurad xelmomWirne momxmareblebi gamofxizldnen da cvalebad finansur
situaciasTan Segueba daiwyes. isini fuls yuradRebiT xarjavdnen da nayid
produqtsa Tu momsaxurebaSi met faseulobas eZebdnen. faseulobis marketingi
bevri marketologisTvis lozungad iqca.
2000 wlidan moyolebuli, momxmareblebi frTxilad xarjvas ganagrZoben.32
maSasadame, faseulobis marketingis tendencia grZeldeba. marketologebi
eekkoonnoommiikkuurrii ggaarreemmoo
(Economic environment)
faqtorebi, romlebic
zegavlenas axdenen
momxmareblis msyid-
velobiT unarsa da
xarjviT tenden-
ciebze.
■ Semosavlebis gadanawileba:
orfenovan bazarze morgebis
mizniT Walt Disney or sxvadasxva
fasis mqone daTuna _ ,,vini-
puxs~ yidis.

83. 88 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
eZeben gzebs, raTa dRes arsebul finansurad xelmomWirne myidvelebs ufro
meti faseuloba SesTavazon – xarisxiani produqtisa da kargi momsaxurebis
kombinacia realur fasad.
marketologebma yuradReba unda gaamaxvilon Semosavlebis gadanawile-
baze iseve, rogorc saSualo Semosavalze. Semosavlebis gadanawileba aSS-Si
kvlav asimetriulia. TavSi arian maRali klasis momxmareblebi, romelTa
xarjviT struqturaze mimdinare ekonomikuri movlenebi gavlenas ar axdenen
da romelnic fufunebis saqonlis ZiriTad bazars warmoadgenen. arsebobs
saSualo klasi, romelic Tavis Semosavals frTxilad anawilebs, magram Tavs
uflebas aZlevs, zogjer mainc datkbes kargi cxovrebiT. muSaTa klasma
ZiriTad saarsebo produqtze unda izrunos _ sakvebze, tanisamossa da
TavSesafarze. maT saarsebod Zal-Rone ar unda daiSuron. dabolos, dabali
klasis (socialur daxmarebasa da pensiaze mcxovrebi adamianebi) warmomadgen-
lebma TavianTi groSebi maSinac unda daTvalon, rodesac yvelaze aucilebels
yiduloben.
ukanaskneli sami aTwleulis ganmavlobaSi mdidrebi ufro gamdidrdnen,
saSualo klasi Semcirda, Raribebi ki uwindebur mdgomareobaSi darCnen. aSS-
Si, 1998 wlisaTvis, maRali Semosavlebis mqone ojaxebis zeda 5-ma procentma
mTeli Semosavlebis 21 procenti Caigdo xelSi. 2004 wels amerikuli ojaxebis
12 procents wliuri Semosavali 100000 dolari an meti hqonda maSin, roca 90-
ian wlebSi aseTi ojaxebis ricxvi mxolod 4 procents Seadgenda. amasobaSi,
Semosavlis wili, romelic Semosavliani ojaxebis mqone qveda 20 procents
ekava, 4 procentidan 3.6 procentamde Semcirda.33 Semosavlis aseTma ganawilebam
warmoSva oriarusiani bazari. bevri kompania sul ufro xSirad mizanSi
uzrunvelyofilTa bazars iRebs.
mdidrebis segmentSi simdidris zrdam marketologebs saSualeba
misca, SeeqmnaT ufro Zvirfasi produqtebi, romelTa mizani iyo mdi-
dari amerikelebis madis saukeTesod dakmayofileba: tankiviT didi,
tyaviT gawyobili SUV-i, sawolis TeTreuli 1300 dolarad Tu
uzarmazari sakruize gemebi umaRlesi komfortiT... mdidrebis kidev
ufro gamdidrebam Patek Phillippe-is saaTebis fasi 17500 dolaramde
gazarda, 48000-dolarian Lexus-ze sul ufro meti aalaparaka, Hermes
Kelly-s 14000-dolarian CanTebze ki orwliani rigebi gamoiwvia.34
sxva kompaniebi, axla, TavianT marketingul SeTavazebas ori sxvadasxva
bazrisaTvis qmnian – mdidrebisTvis da naklebad mdidrebisTvis. magaliTad,
World Disney Company-m bazarze ori tipis daTvi _ `vini-puxi~ gaitana:
maRali donis maRazia Bloomingdale-sa da Nordstrom-Si aRmoaCenT
daTvis saxes mSvenier Cinur WurWelsa Tu faifuris kovzebze da
bavSvis Zvirfas sakancelario nivTebze. xolo Wal-Mart-sa da iaf-
fasiani saqonliT movaWre maRaziebSi iyideba gasaRebis plastmasis
sakidebi, romlebzec multfilmis buTxuza gmiri, vini-puxia gamosax-
uli. es ori daTunia saerTo Taros arsad iyofs. amgvarad, Disney
sTavazobs maRalfasian da dabalfasian daTuniebs im imediT, rom
orive segmentis _ rogorc mdidari, ise Raribi myidvelis dakmayo-
filebas SeZlebs.35
ccvvlliilleebbeebbii mmoommxxmmaarreebblliiss xxaarrjjvviiTT ssttrruuqqttuurraaSSii.. cxrilSi 3.1 naCvenebia
sxvadasxva Semosavlis mqone aSS-is ojaxebis mier gaweuli danaxarjebi saqon-
lisa da momsaxurebis ZiriTad kategoriebze. Semosavlebis sxvadasxva doneze
momxmareblebs sxvadasxva xarjviTi struqtura aqvT. gasul saukuneSi am gan-
sxvavebaze Eernst engeli saubrobda, romelmac Seiswavla, Tu rogor icvleba
adamianis danaxarjebi misi Semosavlebis zrdisas (ixileT cxrili 3.1). man
aRmoaCina, rom, Semosavlis zrdasTan erTad, sakvebze daxarjuli Semosavlis
procenti mcirdeboda, sayofacxovrebo saqonelze danaxarjis procenti mud-
mivi rCeboda (garda iseT produqtebze, rogorebicaa gazi, eleqtroenergia da
sazogadoebrivi momsaxureba). sxva kategoriebsa da danazogze procentuli
maCvenebeli ki izrdeboda. eennggeelliiss kkaannoonneebbss mogvianebiT sxva mkvlevarebmac
dauWires mxari.
cvlilebebi iseT mniSvnelovan ekonomikur cvladebSi, rogorebicaa
Semosavali, xarjebi, sesxze arsebuli procentuli ganakveTebi da danazogebi
eennggeelliiss kkaannoonnii
(Engel’s laws)
erTi saukunis win
ernst engelis mier
SemCneuli kanon-
zomiereba, romlis
Tanaxmad, adamianis
mier gaweuli dana-
xarjebi sakvebze,
transportze, sacx-
ovrebelze, janmrTe-
lobaze da a.S,
icvleba Semosavle-
bis zrdasTan erTad.

84. TTaavvii 33 marketinguli garemo 89
uzarmazar gavlenas axdens bazarze. kompaniebi am cvladebs ekonomikuri prog-
nozirebis saSualebiT uyureben. xanmokle ekonomikuri aqtiobis vardnis gamo
biznesi ar unda daixuros an, piriqiT, mkveTr ekonomikur aRmavlobas ar unda
CamorCes. adekvaturi sifrTxilis gamoCeniT, maT ekonomikur garemoSi mimd-
inare cvlilebebi Tavis sasikeTod unda gamoiyenon.
bbuunneebbrriivvii ggaarreemmoo
bbuunneebbrriivvii ggaarreemmoo 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 damaxasia-
Tebelia am 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 ato-
muri, sawvavis narCenebi okeaneSi; vercxliswylis siWarbe; qimiuri nivTierebe-
bis raodenoba niadagsa da sakveb produqtebSi; garemos dabinZureba bio-
logiurad 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 poli-
tikuri nebis naklebobis gamo; xSirad, pasiuroben TviT mdidari qveynebic
politikuri Tanxmobis ararsebobis gamo. yvelaze did imedad rCeba is gare-
moeba, rom msoflioSi cnobili kompaniebi sakuTar Tavze ufro met socialur
ccxxrriillii 33..11 sxvadasxva Semosavlis mqone momxmarebelTa danaxarjebis
struqtura
ddaannaaxxaarrjjeebbiiss pprroocceennttuullii mmaaCCvveenneebbeellii SSeemmoossaavvlliiss ssxxvvaaddaassxxvvaa ddoonneezzee
ggaassaavvaallii $10215,000 $20230,000 $30240,000 $70,000 ddaa mmeettii
sakvebi 16.5 15.7 14.3 11.9
sayofacxovrebo 26.5 24.7 23.6 26.0
nivTebi
komunaluri 9.7 8.6 7.5 5.0
momsaxureba
tansacmeli 4.2 3.7 4.6 4.6
transporti 17.1 19.7 21.3 18.2
samedicino 8.7 7.3 6.2 3.8
momsaxureba
garToba 3.8 4.1 4.6 5.2
Sewirulobebi 2.9 3.1 3.0 3.6
dazRveva 3.4 6.2 8.5 15.2
wwyyaarroo: Consumer Expenditure Survey, 2001, U.S. Department of Labor, Bureau of Labor Statistics, accessed online at
www.bls.gov/cex/csxann01.pdf, April 2003.
bbuunneebbrriivvii ggaarreemmoo
(Natural environment)
bunebrivi resursebi,
romelTac kompania
Tavisi produqciis
gamoSvebisaTvis
iyenebs an Tavisi
biznessaqmianobiT
maTze zegavlenas
axdens.

85. 90 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
pasuxismgeblobas iReben da, amavdroulad, gamoiZebneba SedarebiT iafi
mowyobilobebi da meTodebi, romlebic garemos dabinZurebas gaakontroleben
da Seamcireben.
aSS-Si garemos dacvis saagento (Evironment Protection Agency EPA) 1970 wels
daarsda, raTa Camoeyalibebina garemos dabinZurebis standartebi. momavalSi
aSS-Si biznesSi dasaqmebuli kompaniebi mTavrobisa da bunebis damcveli
sxvadasxva jgufisagan Zlier kontrols unda moelodon. xsenebuli standar-
tebis mimarT negatiuri damokidebulebebis nacvlad, marketologebma TavianTi
wvlili unda Seitanon masalebiTa da energiiT momaragebis problemebis
gadaWraSi, romelTa winaSec msoflio aRmoCndeba.
bunebrivi garemos SenarCunebisaTvis brZolam warmoSva e.w. mwvaneTa
moZraoba. dRes civilizebulad moqmedi kompaniebi mTavrobis Sesabamis maregu-
lirebel kanonebs gverds ar uvlian. isini garemosaTvis xelSewyobis strate-
giebs aviTareben, raTa iseTi msoflio ekonomika Camoayalibon, romelic plan-
etis saWiroebebs upirobod dauWers mxars. isini reagirebas axdenen
momxmarebelTa iseT moTxovnebze, rogorebicaa ekologiurad usafrTxo pro-
duqtebi, xelmeored gamoyenebadi da biologiurad daSladi SesafuTi
saSualebebi, gadasamuSavebeli masalebi da komponentebi, dabinZurebis ukeTesi
kontroli da energiis ufro efeqturi dazogvis sakiTxebi.
magaliTad, 3M-i garemos dabinZurebis prevenciis specialur programas
atarebs (Pollution Prevention Pays), romelic produqtebis gadamuSavebisa da
warmoebis procesSi dabinZurebis Tavidan acilebas uwyobs xels. 1975-2001
wlebSi programam SeZlo 821,344 tona damabinZurebeli nivTierebis
gavrcelebis Tavidan acileba da 857 milioni dolaris dazogva. AT&T iyenebs
specialuri programebis nakrebs, raTa SearCios naklebi zianis momtani
masalebi, Seamciros saxifaTo nar-
Cenebis gamomuSaveba, dazogos ener-
gia da gaaumjobesos produqtis
meoradi gadamuSavebis procesebi.
McDonald’s-ma wlebis win uari Tqva
poliesteris SesafuT masalaze da
axla qaRaldis SesafuT masalas
iyenebs,romelic gadamuSavebadia. es
kompania misdevs tendenciebsa da
valdebulebebs, ar gamoiyenos iseTi
nawarmi, romelic meorad gadamuSa-
vebas ar eqvemdebareba da isargeb-
los energodazogviTi teqnologiebiT.
UPS axla flobs 1800 energoefeqtian,
naklebad damabinZurebel, alterna-
tiul sawvavze momuSave satrans-
porto saSualebebs. SturBucks-i uf-
ro metad yidulobs organulad
moyvanil yavas, rac tropikuli
tyeebisTvis safrTxes amcirebs.
kompaniebi sul ufro xSirad acno-
biereben im kavSirs, romelic jan-
mrTel ekonomikasa da janmrTel
ekologias Soris arsebobs.36
tteeqqnnoollooggiiuurrii ggaarreemmoo
tteeqqnnoollooggiiuurrii ggaarreemmoo,, albaT, yvelaze dramatuli Zalaa, romelic Cvens bed-
iRbalze zemoqmedebs. teqnologiis ganviTarebam moitana iseTi saocrebebi,
rogorebicaa antibiotikebi, organoebis gadanergva, kompiuteri, nouTbuqi da
interneti. agreTve, uaRresad saSiSi saSualebebi: atomuri bombi, qimiuri
iaraRi da sxva. Seiqmna avtomobili, televizori da sakredito baraTebi. Cveni
Sexedulebebi teqnologiaze damokidebulia imaze, Tu ramdenad zemoqmedebs
Cvenze misi dadebiTi Tu uaryofiTi mxareebi. magaliTad, ras ityodiT imaze,
rom TiToeul produqtSi moeTavsebinaT iseTi miniaturuli gadamcemi, romlis
saSualebiTac SesaZlebeli iqneboda produqtze Tvalis kvaldakval midevneba,
■ garemoze pasuxismgebloba: McDonald's-ma aiRo mniSvnelovani valde-
bulebebi ,,mwvaneTa moZraobasTan~ mimarTebaSi.
tteeqqnnoollooggiiuurrii
ggaarreemmoo (Technological
environment)
Zalebi, romlebic
qmnian axal teqno-
logiebs, produq-
tebsa da sabazro
SesaZleblobebs.

86. TTaavvii 33 marketinguli garemo 91
misi warmoebidan gamoyenebis adg-
ilamde. erTi mxriv, es produqts
bevr upiratesobas mianiWebda,
meore mxriv, saSiSi iqneboda. male
esec SesaZlebeli iqneba (ix. mar-
ketingi muSaobis procesSi 3.2).
teqnologiuri garemo swra-
fad icvleba. dafiqrdiT, dRes
arsebuli produqtebidan romeli
ar iyo xelmisawvdomi 100 an,
Tundac, 30 wlis win. abraam lin-
kolma araferi icoda avtomobi-
lebis, TviTmfrinavebis, radiosa Tu
eleqtronaTurebis Sesaxeb. vudro
uilsonma ki _ televizoris, aero-
zoluri kosmetikuri saSualebe-
bis, WurWlis sarecxi avtomaturi
manqanebis, haeris kondincionere-
bisa da kompiuterebis Sesaxeb.
franklin delano ruzvelti verc
ki ifiqrebda qseroqsze, sinTeti-
kur sarecx fxvnilze, magnitofon-
ze, bavSvis Casaxvis sawinaaRmdego
abebsa da satelitur antenebze.
jon kenedim ki araferi icoda
personalur kompiuterebze, DVD fleerebsa da internetze. axali
teqnologiebi axal bazrebsa da SesaZleblobebs qmnis. miuxedavad amisa,
TiToeuli maTgani cvlis Zvels: qseroqsi _ kopirebis qaRaldis bizness,
avtomobilebi – rkinigzas, kompaqt-diskebi ki _ fonogramul Canawerebs.
rodesac Zveli industriebi axal teqnologiebs ebrZvian an maT ignorirebas
axdenen, isini kvdebian. amdenad, marketologebma teqnologiur garemos
yuradRebiT unda adevnon Tvali. kompaniebi, romlebic teqnologiur cvlilebebs
ar misdeven, male aRmoaCenen, rom maTi produqtebi moZvelebulia, xolo axali
SesaZleblobebi _ xelidan gaSvebuli.
kvlevisa da ganviTarebis saqmeSi aSS mTel msoflios miuZRvis win. 2003
wels mis mier kvleva-ganviTarebaSi daxarjulma mTlianma Tanxam 302 miliard
dolars miaRwia. am mizniT yvelaze meti federalurma mTavrobam daxarja –
108 miliardi dolari.37 dRes mecnierebi axali produqtebisa da momsaxure-
bebis farTo wres ikvleven, dawyebuli mzis energiiT, eleqtromanqanebiTa da
simsivnis sawinaaRmdego preparatebiT, damTavrebuli xmiT marTvadi
kompiuterebiTa da genuri inJineriis meSveobiT gamoyvanili sakvebi kulture-
biT. dRes kvlevaTa umravlesobas awarmoeben mecnierTa jgufebi da ara
calkeuli gamomgoneblebi, rogorebic iyvnen tomas edisoni, samuel morsi Tu
aleqsandre graham beli. bevri kompania kvlevis jgufebSi marketingis
specialistebsac amatebs, raTa maT daxvewon marketinguli orientacia.
mecnierebi fiqroben iseT fantastikur proeqtebzec, rogorebicaa mfrinavi
manqanebi, samganzomilebiani televizori da kosmosuri koloniebi. maT Seqmnas
safuZvlad udevs ara marto teqnikuri, aramed komerciuli Canafiqric –
Seiqmnas am produqtebis praqtikuli, sasurveli versiebi.
iqidan gamomdinare, rom produqtebi da teqnologia ufro kompleqsuri
xdeba, sazogadoebas esaWiroeba imis codna, rom es yvelaferi usafrTxoa. am
mizeziT samTavrobo saagentoebi krZalaven potenciurad saSiS produqtebs.
aSS-Si kvebisa da wamlebis administraciis saagentom (Food and Drug Administration
FDA) axali wamlebis Sesamowmeblad kompleqsuri maregulirebeli wesebi
Camoayaliba. momxmarebelTa produqtebis usafrTxoebis komisia (Cunsumer
Product Safety Commission PSC) qmnis momxmarebelTa produqtebisaTvis usafr-
Txoebis standartebs da ajarimebs kompaniebs, romlebic maT mxedvelobaSi ar
miiReben. aseTma regulirebam kvlevis xarjebi bevrad ufro gazarda. aseve
gaizarda dro axali produqtis ideis gaCenidan mis danergvamde. marketolo-
gebi, axali teqnologiebis miwodebisa da axali produqtebis Seqmnis dros, am
maregulirebel wesebSi gaTvicnobierebulni unda iyvnen.
■ teqnologiuri garemo: teqnologia aris marketinguli garemos formire-
bis yvelaze dramatuli Zala. am suraTze afrikis erT-erTi tomis menaxire
mobiluri telefoniT saubrobs.

87. 92 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
ppoolliittiikkuurrii ggaarreemmoo
marketingul gadawyvetilebebze mZlavrad moqmedebs politikur garemoSi
mimdinare procesebi. ppoolliittiikkuurrii ggaarreemmoo moicavs kanonebs, samTavrobo saagen-
toebsa da gavlenian jgufebs, romlebic zemoqmedeben da zRudaven sxvadasxva
organizaciasa da pirovnebas gansazRvrul sazogadoebaSi.
bbiizznneessiiss mmaarreegguulliirreebbeellii kkaannoonnmmddeebblloobbaa.. Tavisufali sabazro ekonomikis
yvelaze liberaluri damcvelebic ki eTanxmebian mosazrebas, rom sistema
ukeT muSaobs garkveuli regulirebis qveS. kargad gaTvlil regulirebas
SeuZlia stimuli misces konkurencias da uzrunvelyos saqonlisa da
momsaxurebis SeZena. amdenad, mTavrobebi aviTareben sazogadoebriv politikas,
raTa marTon komercia, anu SemoaqvT kanonebisa da wesebis wyeba, romelic
bizness, garkveulwilad, zRudavs sazogadoebis keTildReobis mizniT. TiTqmis
yvela marketinguli saqmianoba imarTeba garkveuli kanonebiTa da wesebiT.
mmzzaarrddii ssaakkaannoonnmmddeebblloo bbaazzaa.. sakanonmdeblo baza, romelic mTel msoflioSi
biznesze axdens zegavlenas, wlebis ganmavlobaSi, gaizarda. aSS-Si arsebobs
bevri kanoni, romlebic moicaven iseT sakiTxebs, rogorebicaa konkurencia,
samarTliani vaWroba, garemos dacva, produqtis usafrTxoeba, reklamis
realoba, momxmareblis konfidencialoba, SefuTva da markireba, iarliyi,
faswarmoqmna da sxva (ix. cxrili 3.2). evrokomisia aqtiurad qmnis kanonebs,
romlebic exeba konkurentul qcevas, produqtis standartebs, mwarmoeblis
valdebulebebsa da komerciul garigebebs evrokavSiris qveynebisaTvis.
zogierTma qveyanam Zlieri samomxmareblo kanonmdeblobis danergvaSi
aSS-sac ki gauswro. magaliTad,norvegia krZalavs ramdenime formis gayidvebis
stimulirebas – savaWro markebs (trade stamps), produqtisTvis Sejibrsa (contest)
da premialur fasebs (premiums) – radganac maT produqtis stimulirebis
araswor da arasamarTlian saSualebad miiCnevs. tailandis mTavroba iTxovs
mwarmoeblebisgan iseTi produqciis gamoSvebas, romelic dabali Semosavlebis
mqone momxmareblebisaTvis iqneba xelmisawvdomi. indoeTSi sakvebi produq-
tebis mwarmoebel kompaniebs unda gaaCndeT specialuri mtkicebuleba, raTa
gamouSvan brendi, romelic bazarze ukve arsebuli produqtis dublikats
warmoadgens, rogoricaa magaliTad Coca-Cola an brinjis axali nairsaxeoba.
aSS-Si arsebobs araerTi kanoni, romelic Seqmnilia mTlianad qveynis,
Statebisa Tu adgilobrivi masStabebiT da isini xSirad erTmaneTs faraven.
aspirini, romelic dalasSi iyideba, kontroldeba rogorc federaluri
kanoniT iarliyebis Sesaxeb, aseve texasis kanoniT reklamis Sesaxeb. ufro
metic, kanonebi mudmivad icvleba – is, rac wina wels nebadarTuli iyo, dRes
SeiZleba aikrZalos da _ piriqiT. marketologebma bevri unda imuSaon, raTa
kanonTa am cvlilebebsa da maT interpretaciebs misdion.
biznesis kanonmdebloba ZalaSi konkretuli mizezebis gamo Sevida.
pirveli _ kompaniebis dacva erTmaneTisagan. miuxedavad imisa, rom biznes-
aRmasruleblebi SesaZloa, xotbas asxamen konkurencias, isini zogjer mis
ganeitralebasac cdiloben. amgvarad, kanonebs iReben, raTa dafiqsirdes da
Tavidan iqnas acilebuli arasamarTliani konkurencia. aSS-Si aseTi kanonebi
federaluri savaWro komisiisa da generaluri prokuroris ofisis antimo-
nopoliuri ganyofilebidan momdinareobs.
samTavrobo regulirebis meore mizania momxmarebelTa uflebebis
arasamarTliani biznesqmedebebisagan dacva. zogierTma firmam, regulirebis
gareSe, SesaZloa cudi produqti Seqmnas, reklamaSi icruos da momxmarebeli
SefuTviTa da fasiT moatyuos. arasamarTliani biznessaqmianoba gamoaSkarav-
deba da zewolis qveS aRmoCndeba sxvadasxva saagentos mxridan.
mTavrobis sakanonmdeblo saqmianobis mesame mizania sazogadoebis
interesebis dacva windauxedavi biznesqmedebisagan. momgebiani biznessaqmia-
noba yovelTvis ar qmnis cxovrebis ukeTes xarisxs. kanonebi iqmneba, raTa
darwmunebuli viyoT, rom arsebuli kompaniebi sakuTar Tavze srul pasuxis-
mgeblobas iReben TavianTi produqciis socioeTikur mxareze.
ssaammTTaavvrroobboo ssaaaaggeennttooeebbiiss ccvvaalleebbaaddii zzeewwoollaa.. saerTaSoriso asparezze momuSa-
ve marketologebs urTierToba uwevT aTobiT, ufro metic, asobiT saagentos-
Tan, romlebic savaWro politikis gasatareblad da regulirebis mizniT aris
ppoolliittiikkuurrii ggaarreemmoo
(Political environment)
kanonebi, samTavrobo
saagentoebi da gav-
leniani jgufebi,
romlebic zemoqme-
deben da zRudaven
sxvadasxva organiza-
ciebsa da pirov-
nebebs gansazRvrul
sazogadoebaSi.

88. TTaavvii 33 marketinguli garemo 93
gagrZeleba ix. gv. 94
warmoidgineT msoflio, sadac yvela
produqti aRWurvilia mikrogadamce-
mebiT, romlebSic informaciaa Cat-
virTuli. dro, rodesac, eleqtroni-
kis meSveobiT, yvela sagnis fexdafex
midevnebas SeZlebT – msoflios ne-
bismier adgilas, nebismier dros.
mwarmoeblebi SeZlebdnen miwodebis
jaWvSi saqonlis moZraobaze Tval-
yuris devnebas, rac gamoiwvevda pro-
duqciis droul miwodebas, sainventa-
rizacio da sadistribucio xarje-
bis Semcirebas. sacalo movaWreebs
saSualeba eqnebodaT, TavianT maRa-
ziebSi mimdinare vaWrobis dinamikis-
Tvis miedevnebinaT Tvali, rac maT
daexmarebodaT sakuTari sasaqonlo
maragebis marTvaSi, Taroebis Sevse-
baSi da avtomaturad xelaxali
SekveTebis marTvaSi.
erTi wuTiT wamrmoidgineT axali
msoflio, romelSic myidvelebisaT-
vis aseTi teqnologiebia Seqmnili.
ganixileT es futuristuli scenari:
supermarketis rigebs Soris
siarulisas Taroze ganlagebuli
Tqveni sayvareli sasmelis 6 saxeo-
bas waavlebT xels. Taroze moTav-
sebuli sensori arCevans gamoaaS-
karavebs da yovelive es Tqveni
Soping-baraTis ekranze reklamis
saxiT aisaxeba. reklama gTavazobT
gansakuTrebul marilian wasaxemse-
bel sakvebs, romelic Zalze gem-
rieli iqneboda Tqven mier Ser-
Ceul sasmelTan erTad. rodesac
Sampunebis ganyofilebas miuaxlov-
debiT, eleqtronuli wamkiTxveli
yuradRebiT daaTvalierebs Tqvens
baraTs da aRniSnavs, rom sayvare-
li brendi ar SegiZeniaT. `dagaviw-
ydaT Sampuni?~ _ Cndeba SekiTxva
ekranze. Semdeg, Soping-baraTi Se-
gaxsenebT, rom sadilisaTvis, ro-
melsac Tqven gegmavT, aucilebe-
lia esa Tu is Rvino. sayidlebis
Semdeg, sursaT-sanovages aTavsebT
erTad da saxlSi midixarT. gasasv-
lelSi damontaJebuli skanerebi
Tqvens SenaZens avtomaturad ajame-
ben da sakredito baraTidan dana-
xarjebs CamoWrian. saxlSi `man-
qana-wamkiTxveli~ Tvals adevnebs,
romeli navaWri ikavebs adgils sa-
kuWnaoSi da romeli rCeba mis ga-
reT, aqedan gamodinare, rodesac
maragi iwureba, savaWro CamonaT-
vals avtomaturad aaxlebs. kvira
dRes, sadilis dasagegmad, Tqven
aTvalierebT indaurs, romelic
axlaxan iyideT. Cadgmuli Cipi gaZ-
levT momzadebis instruqciebsa da
ramdenime garniris recepts.
Tqven frinvelis xorcs aTavsebT
`sazrian RumelSi~, romelic Cipze
Caweril instruqciebs misdevs da,
Sedegad, iRebT mSvenivrad Sebra-
wul indaurs. es arnaxuli teqno-
logiaa Tu?
ggoniaT, warmoudgenelia? sulac
ar aris Auto-ID Center-isTvis. 1999
ppaawwaawwiinnaa ggaaddaammcceemmeebbii TTiiTTooeeuull pprroodduuqqttSSii::
aarrnnaaxxuullii tteeqqnnoollooggiiaa TTuu??
3.2
Auto-ID Center-is mizania, `Secvalos msoflio~ miniaturuli radiogadamcemis ganviTarebiT, romelic
CamontaJdeba produqtebSi da saTanado informaciis wyaro iqneba, riTac uzrunvelyofs sargebels
rogorc myidvelebisTvis, aseve gamyidvelebisTvisac. gagrZeleba ix. gv. 94

89. 94 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
wels daarsebulma centrma unika-
luri partnioruli urTierTobebi
daamyara TiTqmis 100 globalur
kompaniasTan da msoflios wamyvan
kvleviT universitetebTan. Auto-ID
Center-is mizani iyo `msoflios Se-
sacvlelad... miecaT kompaniebisTvis
raRac iseTi, razec dRemde ocne-
boben isini _ unaklo miwodebis
jaWvis xiluloba.~ es didebuli
misiaa. magram amis realobad qceva
SesaZloa, albaT, iseTi marketinguli
magnatebisaTvis, rogorebic arian
Wal-Mart, Home Depot, Target, Best Buy,
Procter & Gamble, Coca-Cola, IBM, Gilette,
Michelin, US Post Office.
Auto-ID Center-ma Seqmna radiosix-
Siris pawawina saidentifikacio ga-
damcemi (RFID), anu sazriani Cipi,
romlis CamontaJebac Tqven mier na-
yid nebismier produqtSi SeiZleba.
gadamcemi iseTi pataraa, rom zo-
gierTi maTgani nemsis wverzec ki
moTavsdeba, Tumca SeuZlia, daitios
kodirebuli informacia, waikiTxos
da gadaweros miwodebis jaWvis mona-
cemebi nebismier doneze. Auto-ID
Center-is teqnologia mwarmoeblebsa
da sacalo movaWreebs uzrunvel-
yofs saocari saSualebiT, kvaldak-
val mihyvnen produqciis maragis
cvlilebis tendenciebsa da gayid-
vebs. maT CamontaJebuli Cipebi SeuZ-
liaT gamoiyenon produqtebisaTvis
Tvalyuris sadevnad _ dawyebuli
nayiniTa da katis sakvebiT, damTav-
rebuli saburavebiT, saizolacio
masaliTa da reaqtiuli ZravebiT –
nabij-nabij misdion fabrikidan,
sawyobebidan, maRaziis Taroebidan
Tu xelmeore gadamuSavebis centre-
bidan.
Strixkodis sistema dResdReo-
biT modidan gadis da savaraudod,
sazriani Cipebis sistema Caenacvle-
ba. Strixkodi xiluli unda iyos,
rom skanerma waikiTxos, sazriani Ci-
pi ki nebismier adgilas SeiZleba
moTavsebuli iyos. Strixkodi mxo-
lod produqtis mwarmoeblis iden-
tificirebas axdens, xolo Cipebs
monacemTa bazasTan wyvilSi, deta-
luri informaciis uzrunvelyofa
SeuZliaT individualuri produqtis
Sesaxeb. magaliTad, CamontaJebul
sazrian Cips SeuZlia kompania
Borden-is 2-procentiani moxdili rZis
konkretuli galonis identificire-
ba – misi warmoebis TariRis, gamoye-
nebis vadis, momaragebis jaWvSi ad-
gilmdebareobis dadgena da sxva
damaxasiaTebeli infomarciis miwo-
deba.
miuxedavad imisa, rom es futu-
ristulad JRers, Auto-ID-teqnolo-
giam ukve gaiara testireba aSS-sa da
gaerTianebul samefoSi. axlaxan
Gillette-ma naxevari miliardi Cipi
SeukveTa da ori RFID sapiloto
proeqti ganaxorciela. pirveli
proeqti CamontaJebul gadamcemebs
iyenebs, raTa produqtebs fabrika-
qarxnebidan maRaziis Taroebamde
Tvali adevnos. Gillette-i imedovnebs,
rom teqnologia momxmareblebis mom-
saxurebas gaaumjobesebs da, amavd-
roulad, Tavis produqciis marags
25-dan 5 procentamde Seamcirebs. meo-
re proeqtSi Gillette-ma Wal-Mart-sa da
Tesco-s zogierT maRaziebSi informa-
ciis wamkiTxveli mowyobilobebi Ta-
roebze daamontaJa. amtkiceben, rom
sacalo movaWreni, gayidvis proces-
Si, weliwadSi 30 miliard dolarze
mets kargaven imis gamo, rom Taroebi
bolomde Sevsebuli ar aris. infor-
maciis wamkiTxveli Taroze ganTav-
sebul Gillette-is saparsebs afiqsirebs
da roca saparsTa raodenoba klebu-
lobs, maRaziis momsaxure personals
maT Sevsebas axsenebs. `Cven vicxov-
rebT msoflioSi, sadac Taroebi
yovelTvis savsea,~ _ ambobs Gillette-is
vice-prezidenti globaluri mizne-
bis marTvis sakiTxebSi. informaciis
wamkiTxveli mowyobiloba momsaxure
personals aseve afrTxilebs, rode-
sac Tarodan didi raodenobiT sa-
parsi qreba da amiT qurdobas amcirebs.
Michelin-ic atarebs Cipebis tes-
tirebas. saburavebis damamzadebeli
kompania gegmavs Cipebis CamontaJebas
saburavebSi, romlebic dayenebuli
iqneba samgzavro manqanebsa da msu-
buq satvirTo avtomobilebze, kerZod
ki 2006 wlis modelebze. fabrikaSi
am CipSi Seiyvanen informacias pro-
duqtis warmoebis drosa da TariR-
ze, saburavis zomasa da sidideze,
qarxnis adgilmdebareobaze, satrans-
porto saSualebebis saidentifika-
cio nomrebze.
iseTi megamarketologebis msgav-
sad, rogorebic arian Gillette, Michelin-i
da Wal-Mart-i, sazrian Ci-pebs patara
sacalo movaWreebic iyeneben. modis
sacalo movaWre Prada-m isini axla-
xan Tavis niu-iorkis maRaziaSi daa-
montaJa. iq arsebuli videoekranebi,
myidvelis mier SerCeuli nawarmidan
skanirebuli informaciis safuZvel-
ze, aCveneben am produqtis demons-
trirebasa da dizainerTa Canaxatebs.
mosazomebel oTaxebSi wamkiTxveli
mowyobilobebi yvela im tansacmlis
detalebis identificirebas axdens,
romlebsac myidveli izomebs da amis
safuZvelze sTavazobs maT tansac-
mlis damatebiT models, zomas, fers
an dizains.
vfiqrobT, aseTi saxis inovaciis
gamo, momxmarebelTa umravlesoba
msgavsi mikrogadamcemebis upirate-
sobas aRiarebs. magram zogierTi
momxmarebeli da maTi uflebebis
damcveli pirad konfidencialobze
wuxs. Tu kompaniebs SuZliaT momx-
mareblis yidvisa da produqtis ga-
moyenebis process Tvali adevnon,
marketologebi Zalze didi raode-
nobis pirad informacias moipoveben.
`am teqnologiis Semqmnelebi or
cecxls Sua arian: maT SeuZliaT am
uzarmazari potencialis gamoyeneba
da, amasTanave, arsebobs SiSi, rom mom-
xmareblebs cru warmodgenebs Seuq-
mnian,~ _ ambobs erT-erTi analitikosi.
Auto ID-teqnologiis mowinaaRmde-
geni aRniSnaven, rom gadamcemebs moq-
medebis SezRuduli diapazoni aqvT,
daaxloebiT 20 futamde – amitom
momxmareblebis saxlebSi Tu maTi
moZraobis procesSi Cipebidan in-
formaciis wakiTxva TiTqmis SeuZle-
belia. Auto ID-industria aseve mu-
Saobs momxmarebelTa konfidencia-
lobaze. sxva sakiTxebTan erTad,
isini konfidencialobis gatarebis
politikasac ewevian, rac momxmare-
bels saSualebas aZlevs, uari Tqvas
Cipebze. Auto ID-is konsultantis mo-
sazrebiT, maTi mTavari misia sulac
ar aris momxmareblis jaSuSoba, ara-
med maTi ukeTesi momsaxureba. Auto
ID-is xedviT, brendis mwarmoeblebsa
da sacalo movaWreebs saSualeba eZ-
levaT, daadginon zusti dro, awar-
moon sworad gaTvlili stimulire-
ba da, amgvarad, daamyaron momxmare-
belTan pirdapiri kavSiri.
gasul wels Auto ID Center-ma am
teqnologiis administrirebaze da
ganviTarebaze pasuxismgebloba EPC
Global-s gadasca. amasTanave, man gaa-
keTa gancxadeba RFID-is kvlevebis
axali fazis Sesaxeb. momdevno wleb-
Si, gamomdinare iqidan, rom es sazria-
ni Cipebi TandaTan sul ufro met
produqtSi gamoCndebian, Auto ID-is
teqnologia did sargebels moutans
rogorc marketologebs, aseve myid-
velebs, romelTac isini emsaxurebian.
`varaudi imis Taobaze, rom mikroga-
damcemebis gamoyenebis mizani yidvis
procesSi myidvelze zegavlenis mox-
denaa, mtknari sicruea. magram, arc
Tu ise Soreul momavalSi, igi SeiZ-
leba marketingis axali Taobis ba-
zisad iqces,~ – acxadebs analitikosi.
wwyyaarrooeebbii:: Jack Neff, “A Chip over Your Shoulder?”
Advertising Age, April 22, 2002, p. 4; Kimberly Hill,
“Prada Uses Smart Tags to Personalize Shopping,” April
24, 2002, accessed online at www.crmdaily.com;
“Business: The Best Thing Since the Bar-Code: The IT
Revolution,” The Economist, February 8, 2003,
pp. 57–58; “Gillette, Michelin Begin RFID Pilots,”
Frontline Solutions, March 2003, p. 8; “RFID Benefits
Apparent,” Chain Store Age, March 2003, p. 63; Faith
Keenan, “If Supermarket Shelves Could Talk,” Business
Week, March 31, 2003, pp. 66–67; and information
accessed online at www.autoidcenter.org, July 2003, and
information accessed online at www.autoidlabs.org,
November 2003.

90. TTaavvii 33 marketinguli garemo 95
ccxxrriillii 33..22 aaSSSS--SSii mmooqqmmeeddii ZZiirriiTTaaddii kkaannoonneebbii,, rroommlleebbiicc zzeemmooqqmmeeddeebbeenn mmaarrkkeettiinnggzzee
kkaannoonnii ddaanniiSSnnuulleebbaa
Sermanis antimonopoliuri krZalavs monopoliasa da saqmianobebs (fasis fiqsireba, mtacebluri
kanoni (1890) faswarmoqmnis politika), romlebic Statebs Soris vaWrobasa da
konkurencias zRudavs.
federaluri kanoni sakvebi pro- krZalavs falsificirebuli Tu yalbi iarliyebis mqone sakvebi pro-
duqtebisa da wamlebis Sesaxeb duqtebis, wamlebis warmoebasa da gayidvas. am kanoniT Seiqmna sakvebi
(1906) produqtebisa da wamlebis administraciis saagento (FDA).
kleitonis kanoni (1914) Sermanis kanonis damateba. krZalavs fasebis diskriminacias da
eqskluziur urTierTobebs.
kanoni federaluri vaWrobis awesebs vaWrobis komisias, raTa akontrolos da gamoasworos arasamar-
komisiis (FTC) Sesaxeb (1914) Tliani savaWro meTodebi.
robinson-petmenis aqti (1936) damatebebi Seitana kleitonis kanonSi da fasTa diskriminacia araka-
nonier qmedebad ganmarta. es aqti federaluri vaWrobis saagentos
aZlevs uflebamosilebas, raodenobriv fasdaklebebze daawesos limi-
tebi, akrZalos zogierTi brokeruli da mastimulirebeli SeRavaTebi,
garda im SemTxvevebisa, rodesac garkveuli proporciaa daculi.
viler-liis kanoni (1938) krZalavs yvela arakeTilsindisier, gaugebrobis Semcvel da arasamar-
Tlian saqmianobas konkurentebTan mimarTebaSi. sakvebi produqtebisa
da wamlebis reklamirebas aqcevs federaluri vaWrobis saagentos
iurisdiqciis qveS.
lanhamis kanoni savaWro niSnis icavs da aregulirebs gansakuTrebuli brendis saxelebsa da savaWro
Sesaxeb (1946) niSnebs.
kanoni erovnuli saavtomobilo uzrunvelyofs usafrTxoebis savaldebulo standartebis Seqmnas man-
moZraobisa da usafrTxoebis qanebisa da saburavebisaTvis.
Sesaxeb (1958)
kanoni samarTliani SefuTvisa uzrunvelyofs samomxmareblo saqonlis SefuTvisa da iarliyis data-
da iarliyis Sesaxeb (1966) nis regulirebas. am kanonis mixedviT, mwarmoeblebma unda daafiqs-
iron, ras Seicavs SefuTva, vin daamzada da ramdens iwonis igi.
kanoni bavSvTa dacvis Sesaxeb krZalavs saSiSi saTamaSoebis gayidvas. awesebs standartebs patare-
(1966) bisaTvis usafrTxo SefuTvisaTvis.
federaluri kanoni sigaretis am kanonis Tanaxmad, sigaretis SefuTva unda Seicavdes Semdeg sityvebs:
iarliyisa da reklamis Sesaxeb `gafrTxileba: jandacvis saministro gafrTxilebT, moweva mavnebelia
(1967) Tqveni janmrTelobisaTvis.~
kanoni erovnuli garemos dacvis afuZnebs erovnul politikas garemosTan mimarTebaSi. 1970 wlis reor-
Sesaxeb (1969) ganizaciisPgegmiT Camoyalibda garemos dacvis saagento (EPA).
kanoni samomxmareblo produqtis afuZnebs samomxmareblo produqtis usafrTxoebis komisias (CPSC) da
usafrTxoebis Sesaxeb (1972) avalebs mas samomxmareblo produqtebisaTvis usafrTxoebis standar-
tebis danergvas. aseve, awesebs sasjels im SemTxvevaSi, Tu es standar-
tebi uxeSad dairRveva.M
magnuson-mosis kanoni garantiebis federaluri vaWrobis saagentos saSualebas aZlevs, gansazRvros wese-
Sesaxeb (1975) bi da kanonebi momxmareblis garantiebis Sesaxeb. aseve, xelmisawvdoms
xdis maT gamosworebas momxmareblebisaTvis.
kanoni sabavSvo programebis zRudavs reklamebis raodenobas sabavSvo satelevizio programebis
Sesaxeb (1990) dros.
kanoni sakvebi produqtebis moiTxovs, rom sakvebi produqtis iarliyebi detalur informacias Sei-
Sesaxeb (1990) cavdes produqtis Sesaxeb.
telefonis momxmarebelTa dacvis EzRudavs marketologebs telefonis, Canawerebisa Tu sxva msgavsi siste-
aqti (1991) mebis meSveobiT momxmareblebis mizidvaSi.
kanoni amerikel invalidTa icavs invalidebis uflebebs. uzrunvelyofs maT TavSesafriT, trans-
dacvis Sesaxeb (1991) portiTa da telekomunikaciiT.
kanoni onlainreJimSi bavSvTa krZalavs veb-gverdebze bavSvebisagan piradi informaciis miRebas
piradi informaciis dacvis mSoblebis Tanxmobis gareSe da mSoblebs saSualebas aZlevs, gaakon-
Sesaxeb (2000) trolon es informacia.

91. 96 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
Seqmnili. aSS-Si kongresma Camoayaliba federaluri maregulirebeli saagen-
toebi, rogorebicaa federaluri vaWrobis komisia (FTC), sakvebisa da wamlebis
administraciis saagento (FDA), federaluri komunikaciebis komisia, federa-
luri energoregulaciis komisia, samoqalaqo aviaciis sabWo, momxmarebelTa
produqtis usafrTxoebis komisia da garemos dacvis saagento. aseT samTav-
robo saagentoebs kompaniis marketingul maCvenebelze didi gavlena aqvT.
drodadro am saagentoebis momsaxure personali zedmet simkacres iCens da
maTi qmedeba araprognozirebadia. zogjer am saagentoebSi dominireben advoka-
tebi da ekonomistebi, romlebsac praqtikuli biznesisa da marketingis sfero-
Si gamocdileba naklebad gaaCndaT. bolo wlebSi federaluri vaWrobis
komisiam Tavis momsaxure personals daumata marketingis eqspertebi,
romelTac biznesis kompleqsuri sakiTxebis ukeT gageba SeuZliaT.
axali kanonebis Seqmna da maTi zewolis zrda grZeldeba. biznes-aRmasru-
leblebma, produqtebisa da marketinguli programebis dagegmvisas, am mov-
lenebs Tvali unda gadaavlon. marketologebma is ZiriTadi kanonebi unda
icodnen, romlebic icaven konkurencias, momxmareblebsa da sazogadoebas. maT
unda esmodeT es kanonebi adgilobriv, regionalur, federalur da saerTa-
Soriso doneze.
ggaazzrrddiillii yyuurraaddRReebbaa eeTTiikkaassaa ddaa ssoocciiaalluurraadd ssaappaassuuxxiissmmggeebblloo qqmmeeddeebbeebbzzee.. da-
werili kanonebi marketingis borotad gamoyenebas yovelTvis ver zRudavs.
miuxedavad amisa, dawerili kanonebisa da regulirebis garda, bizness, aseve,
socialuri kodeqsebi da eTikis progresuli wesebi marTavs.
ssoocciiaalluurrii ppaassuuxxiissmmggeebblloobbaa.. civilizebuli kompaniebi TavianT menejerebs
aswavlian, Tu `ra aris swori qmedeba~. socialuri pasuxismgeblobis mqone es
firmebi aqtiurad eZeben gzebs, raTa daicvan TavianTi momxmareblebis intere-
sebi da garemo.
ukanasknel xanebSi biznesSi skandalebis matebam da garemos dacvaze
gazrdilma zrunvam eTikisa da socialuri pasuxismgeblobis sakiTxebisadmi
axali interesi gamoiwvia. marketingis TiTqmis yvela aspeqti msgavs sakiTxebs
moicavs. vinaidan aseTi sakiTxebi konfliqtur interesebs exeba, saRad
moazrovne adamianebs SeuZliaT,mocemul situaciaSi,moqmedebis swor kurss ar
daeTanxmon. amdenad, bevri industriuli da profesiuli savaWro asociacia
saTanado eTikis kodeqss flobs. axla sul ufro meti kompania aviTarebs
Sesabamis politikas, samoqmedo strategias da reagirebas axdens kompleqsuri
socialuri pasuxismgeblobis sakiTxebis mimarT. magaliTad, 2001 wels yvelaze
mdidari 250 kompaniis 45 procentma gamouSva garemos,socialuri Tu Tanmxlebi
sakiTxebis Sesaxeb angariSebi.38
eleqtronuli komerciisa da internetmarketingis bumma Seqmna socialu-
ri da eTikuri sakiTxebis axali wyeba. yvelaze mTavaria onlainkonfiden-
cialoba. magaliTad, veb-gverdis stumrebi xSirad amarageben kompaniebs piradi
informaciiT, ris gamoc isini SeiZleba usindiso marketologebis msxverplni
gaxdnen. ufro metic, Intel-i da Microsoft-i maRalteqnologiuri mikrosqemebisa da
programebis gamoyenebaSi daadanaSaules, risi meSveobiTac personaluri kompi-
uterebidan informacias iRebdnen marketinguli miznebisaTvis.39
am wignSi Cven warmogidgenT specialur CanarTebs – marketingi muSaobis
procesSi. isini ajameben ZiriTad sazogadoebriv politikasa da socialuri
pasuxismgeblobis sakiTxebs, romlebic marketingis ZiriTad gadawyvetilebebs
axlavs Tan. maTSi is kanonieri sakiTxebia ganxiluli, romlebic marketolo-
gebma unda Seiswavlon, da is eTikuri da socialuri Temebi, romelTac es
ukanasknelni awydebian. meTeqvsmete TavSi detalurad ganvixilavT socioeTi-
kuri marketinguli sakiTxebis farTo wyebas.
qqvveellmmooqqmmeeddeebbaassTTaann ddaakkaavvSSiirreebbuullii mmaarrkkeettiinnggii.. imisaTvis rom socialuri pasux-
ismgebloba warmoaCinon da ufro pozitiuri imiji Seiqmnan, bevri kompania
sakuTar Tavs saqvelmoqmedo RonisZiebebs ukavSirebs. dRes yvela produqti
raRac movlenasTanaa dakavSirebuli. ase magaliTad, iyide Purina-s katis sakvebi
da amiT daexmarebi zoologiuri parkebisa da akvariumebis amerikul asocia-
cias, gadaarCinos didi katebis erT-erTi jiSi gadaSenebisagan. ai, sxva mowode-
bebic: dalieT Tang-i da amiT daimsaxurebT gasamrjelos, romliTac

92. TTaavvii 33 marketinguli garemo 97
daexmarebiT dedebs, romlebic winaaRmdegi
arian nasvam mdgomareobaSi manqanis mar-
Tvisa; SeiZineT produqti EddieBauer.com-dan,
miiReT procenti SenaZenidan, raTa Tqvens
adgilobriv skolas daexmaroT; iyideT var-
disferi miqseri KitchenAid-gan da mxari dau-
WireT mkerdis simsivnis kvlevebs; Tu gsurT,
daexmaroT leikemiis amerikul sazogadoe-
bas, iyideT Helping Hand-is nagvis parkebi an
tualetis qaRaldi; gadaixadeT pirdapiri
gadaxdis baraTiT da Tqven SeZlebT daex-
maroT kulturisa da xelovnebis adgilob-
riv jgufebs an mxari dauWiroT simsivnisa
Tu gulis daavadebaTa winaaRmdeg brZolas.
qvelmoqmedebasTan dakavSirebuli (mib-
muli) marketingi korporaciebis mier fi-
nansuri resursebis gacemis ZiriTad xerxad
iqca. igi kompaniebs saSualebas aZlevs, `kar-
gad gaakeTon kargi saqme.~ isini kompaniis
produqtebisa Tu momsaxurebebis realiza-
cias saqvelmoqmedo fondebisa da Sesabamisi
sazogadoebrivi organizaciebisaTvis gaweu-
li Semweobis zrdas ukavSireben. kompaniebi
axla yovelwliurad aTobiT qvelmoqmede-
basTan dakavSirebul marketingul kampanias
sponsoroben. bevr maTgans zurgs umagrebs
didi biujeti da marketinguli saqmianobebis
farTo diapazoni. ganvixiloT Semdegi
magaliTebi:
1987 wels Johnson&Johnson-ma (J&J)
bavSvTa erovnul samedicino centrTan
da erovnuli usafrTxoebis sakonsu-
losTan erTad sponsoroba gauwia erov-
nul moZraobas – bavSvTa usafrTxoebas.
momxmareblebs SeeZloT 9.95 dolarad
eyidaT videofiri bavSvTa usafrTxoe-
baze. kampaniis xelSewyobis mizniT
Johnson&Johnson-ma yoveldRiur gazeTebSi TiTqmis 50 milioni
sareklamo danarTi gamouSva. man aseve Seqmna sacalo movaWreTaTvis
specialuri sainformacio nakrebi (CanTa), romelSic Sedioda
plakatebi, gamosaxulebebi da sxva mastimulirebeli masalebi. bavSvTa
erovnuli samedicino centridan dawyebuli, bavSvTa usafrTxoebis
erovnuli kampania iqca damoukidebel organizaciad _ ``bbaavvSSvvTTaa
uussaaffrrTTxxooeebbaa,,~~ romelic amerikaSi 300 regionalur da adgilobriv
organizacias moicavs. yoveli wlis maisSi organizacia uerTdeba
Johnson&Johnson-s da bavSvTa usafrTxoebis kvireuls. J&J-i am
moZraobis mxardaWeras agrZelebs milionobiT dolariT, yovelwliu-
ri grantebiT, sazogadoebrivi kampaniebiT, korporaciuli reklamiTa
da sacalo stimulirebiT.
1996 wels General Mills-ma daarsa programa Box Tops For Education-i
(BTFE). igi skolebs aZlevs Sanss, gamoimuSavon naRdi fuli –
eqskursiebisaTvis, kompiuterebisaTvis, saTamaSo moednebisaTvis,
saWiro inventarisaTvis. BTFE-ma, marTlac, gaamarTla. dRes dawyebiTi
skolebis 60 procenti am programaSia CarTuli. monawileobis
misaRebad moswavleebi da mSoblebi agroveben 330-mde produqtis iar-
liyebs, maT Soris arian Yoplait-i, Big G, Lloyd’s -i da BettyCrocker-i. Semdeg
General Mills-i TiToeul iarliySi skolas 10 cents uxdis. dadginda,
rom kompaniam am gziT TiTqmis 70 milioni dolari gadasca adgilob-
riv, kerZo, sajaro Tu samrevlo skolebs. am warmatebaze dayrdnobiT,
General Mills-i gaerTianda Visa-sTan, raTa sazogadoebas BTFE -is sakredi-
■ qvelmoqmedebaze mibmuli marketingi: KitchenAid-i TiToeuli
gayiduli miqseridan Semosul 50 dolars, Sewirulobis saxiT,
sarZeve jirkvlebis kibos kvlevaSi debs da arwmunebs momx-
marebels, raTa ,,sijansaRis'sadils umaspinZlon~.

93. 98 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
to baraTi SesTavazos. igi Visa-s sakredito baraTebis mflobelebis
mier garkveuli SeZenili produqciis Tanxis erT procents skolebs
swiravs. garda amisa, momxmareblebs, romlebic Amazon.com-sa da
EddieBauer.com-Si arian gawevrianebulebi, BTFE-idan aqvT garantia –
isini TiToeuli SenaZenis 10 procents TavianT skolebs swiraven.
qvelmoqmedebasTan dakavSirebul marketings uaryofiTi mxareebic aqvs.
kritikosebi Sewuxebulni arian imis gamo, rom aseTi marketingi ufro gayidvis
strategiaa, vidre qvelmoqmedebis da rom, aqedan gamomdinare, `qvelmoq-
medebasTan dakavSirebuli~ marketingi, realurad, `qvelmoqmedebis Tavis mizne-
bisTvis gamomyenebeli~ marketingia. amdenad, kompaniebi, romlebic mas iyeneben,
SesaZloa xsenebuli eqspluatatoruli ieris gamo garkveul problemebs
waawydnen.
miuxedavad amisa, kargad warmarTvis SemTxvevaSi, qvelmoqmedebasTan dakav-
Sirebul marketings SeuZlia daexmaros rogorc kompanias, aseve qvelmoqme-
debis obieqtsac. kompania am gziT pozitiur sazogadoebriv imijs iqmnis.
saqvelmoqmedo organizacia Tu konkretuli movlena ki Seqmnis ufro met
vizualurobasa da fondebis axal, mniSvnelovan wyaroebs moizidavs. aseTi
marketingis programebi, sxvadasxva saqvelmoqmedo miznisaTvis, yovelwliurad
aSS-is korporaciebisagan Tavs uyris 700 milion dolarze mets.40
kkuullttuurruullii ggaarreemmoo
kkuullttuurruullii ggaarreemmoo 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.
kkuullttuurruull ffaasseeuulloobbaaTTaa mmddggrraaddoobbaa.. 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.
ccvvlliilleebbeebbii mmeeoorraadd kkuullttuurruull ffaasseeuulloobbeebbSSii.. miuxedavad ZiriTadi
faseulobebis mudmivobisa, kulturuli ryevebi mainc xdeba. magaliTisaTvis
aiReT popularuli musikaluri jgufebis, kinovarskvlavebisa da sxva cnobili
saxeebis zegavlena axalgazrdebis varcxnilobaze, tansacmelsa da seqsualur
normebze. marketologebs surT kulturuli cvlilebebis winaswarmetyveleba,
raTa gansazRvron axali SesaZleblobebi Tu safrTxeebi. ramdenime firma
amasTan dakavSirebiT, winaswar prognozirebas sTavazobs. magaliTad, Yankelovich
Monitor, Market Fact’s Brain Waves Group da Trends Research Institute.
Yankelovich Monitor-i wlebis ganmavlobaSi fexdafex misdevda momxmarebelTa
faseulobis tendenciebs. 21-e saukunis dasawyisSi igi ukan dabrunda, raTa wina
aTwleulis gakveTilebiT esargebla. man momxmareblis 8 mTavari Tema
gansazRvra:41
11.. ppaarraaddooqqssii: adamianebi eTanxmebian Sexedulebas, rom `cxovreba aris swrafva
ukeTesobisa da uaresobisaken erTdroulad.~
22.. aarr eennddooTT: ndoba eqimebis, sajaro skolebis, satelevizio axali ambebis, gaze-
kkuullttuurruullii ggaarreemmoo
(Cultural environment)
institutebi da sxva
Zalebi, romlebic
gavlenas axdenen
sazogadoebis Ziri-
Tad faseulobebze,
Sexedulebebsa da
qcevaze.

94. TTaavvii 33 marketinguli garemo 99
Tebis, federaluri mTavrobisa da korporaciebis mimarT mkveTrad ecema.
33.. iimmooqqmmeeddeeTT mmaarrttoo:: ufro meti adamiani eTanxmeba gancxadebas: `me ufro metad
vendobi sakuTar instiqtebs, vidre eqspertebs.~
44.. WWkkvviiaannss TTaavviissii ggaaaaqqvvss:: magaliTad, xalxis nawili eTanxmeba sityvebs: `brendis
yidva, romelic TqvenTvis ucnobia, sariskoa.~
55.. aarraannaaiirrii mmssxxvveerrppllSSeewwiirrvvaa:: magaliTad, bevri adamiani amtkicebs, rom Sexedu-
leba mniSvnelovania, magram ara nebismier fasad. damTavrda dro, rodesac
saxls mxolod saCvenebeli da ara komfortis funqcia hqonda, aseve, miu-
Rebelia sakvebis gemos ugulvebelyofa.
66.. ssttrreessiiss ddaaZZlleevvaa ZZnneelliiaa: magaliTad, sul ufro meti adamiani amtkicebs, rom
`isini ganwyobili arian meti dasvenebisTvis.~
77.. TTaannaazziiaarrii ssaammuuSSaaoo ggzzaaaa wwiinnssvvlliisskkeenn:: ufro meti adamiani eTanxmeba, rom yve-
lam Tavisi saqme unda akeTos.
88.. CCeemmTTaann eerrTTaadd: magaliTad,xalxi gamoxatavs saWiroebas,icxovron msoflioSi,
romelic Seqmnilia `Cem~ mier da ara `Sen~ mier.
Yankelovich-i miiCnevs, rom 2000 wlis wina aTwleuls, ZiriTadad, beibi-
bumerebi da X-Taoba warmarTavdnen. beibi-bumerebs amoZravebdaT Semdegi 4 faq-
tori: `Tavgadasavali~ (axalgazrdobis SegrZneba), `simarjve~ (adaptaciis
unari da cvlilebebis survili),`TaobaTa mxardaWera~ (axalgazrdebsa da mox-
ucebze mzrunveloba, xSirad tradiciuli SeTanxmebebis gziT) da `aRdgena~
(pensiaze adreuli gasvlis Semdeg meore karierisa Tu samsaxurebrivi cxovre-
bis axali fazis dawyeba). X-Taobas ki warmarTavs 3 faqtori: `kargi cxovrebis
xelaxali gansazRvra~ (motivacia, raTa maTi ekonomikuri keTildReoba
gaumjobesdes da misi kontroli SenarCunebul iqnas), `axali ritualebi~
(tradiciul faseulobebTan dabruneba, magram tolerantuli midgomiTa da
cxovrebis aqtiuri stiliT) da `danawileba da SeerTeba~ (samsaxuris, TamaSis,
Zilis, ojaxisa da cxovrebiseuli sxva aspeqtebis balansi).
sazogadoebis mTavari kulturuli faseulobebi gamoxatulebas povebs
adamianis SexedulebebSi sakuTar Tavze, sxvebze, organizaciebze, sazogadoe-
baze, bunebasa da samyaroze.
aaddaammiiaanneebbiiss SSeexxeedduulleebbaa ssaakkuuTTaarr TTaavvzzee.. zogi adamiani eZebs pirad siamovnebas,
iltvis mxiarulebisaken, cvlilebebisa da TavdaRwevisaken, sxvebi ki eZeben
TviTrealizacias religiaSi, SemoqmedebaSi, karierasa Tu sxva cxovrebiseuli
miznebis ganxorcielebaSi. xalxi iyenebs produqtebs, brendebsa da momsaxure-
bebs, rogorc TviTgamoxatvis formebs da yidulobs produqtebsa Tu momsax-
urebebs, romlebic Seesabameba maT Sexedulebebs sakuTar Tavze.
1980-ian wlebSi piradi ambicia da materializmi dramatulad momZlavrda.
e.w. ,,me sazogadoebaSi’’ _ adamianebi yidulobdnen `ocnebis manqanebs~ da
`ardadegebs ocnebis qveyanaSi atarebdnen~ maSin, rodesac sakuTari pirveladi
saWiroebis saqonelsa Tu momsaxurebaze cdilobdnen, fuli SezRudulad
daexarjaT. dRes situacia gansxvavebulia. xalxi egueba ufro konservatorul
qcevebsa da ambiciebs. axal aTaswleulSi SesvliT, materializmi, fulis
Tavisufali xarjva da sakuTari survilebis dakmayofileba Secvala fulis
ufro gonivrulad xarjvam, dazogvam, saojaxo saqmeebSi sxvebis daxmarebam.
momwifebuli beibi-bumerebi fulis xarjvas zRudaven produqtebsa da momsax-
urebebze, romlebic maT cxovrebas aumjobesebs, imijis zrdis xarjze. aseTi
midgoma brwyinvale momavals uwinaswarmetyvelebs produqtebsa da momsaxure-
bebs, romelnic emsaxurebian ZiriTad saWiroebebs da gvamarageben ufro
realuri faseulobiT, vidre fufunebiTa da brwyinvalebiT.
xxaallxxiiss SSeexxeedduulleebbaannii ssxxvveebbzzee.. bolo dros damkvirveblebma aRniSnes Semdegi
cvlileba _ swrafva e.w. ,,me sazogadoebidan’’ ,,Cven sazogadoebisaken’’, sadac
ufro met adamians surs erTad yofna da sxvisTvis samsaxuris gaweva.42
wlebis ganmavlobaSi `budis~ mowyobis tradiciis Semdeg
(usafrTxoebisa da saxlis komfortis SegrZneba), amerikelebma,
sabolood, daiwyes saxlidan gamosvla realur samyaroSi. budis
mowyobis instinqts wertili daesva _ igi modidan gadavida. rodesac,
80-ian wlebSi pirveli didi talRa agorda, am tendenciis damkvirve-
blebma Seqmnes termini `Wiis parki~, raTa im bumerebis mozRvaveba

95. 100 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
daexasiaTebinaT, romlebic TavianT pirvel saxlebs yidulobdnen da
didi zomis avejiTa da momxibvleli mowyobilobebiT avsebdnen.
dot.com-ebis bumma saTave daudo axal talRas, rodesac saxlis inven-
taris mTavar Semadgenel nawils ukve plazmuri televizorebi da
,,flei-steiSenebi’’ warmoadgendnen. xalxis umravlesobis azriT, budis
mowyobis periodi kidev didxans gagrZeldeba. Tumca 2001 wlis 11
seqtembris movlenebma, rogorc sociologebi acxadeben, xalxs kom-
paionobisaken ubiZga. teroristebis gangaSisa da erayis omis Semdeg
bevri adamiani bunebrivad iswrafvoda TavdaRwevisaken. `amdeni xani
Wiis parkSi mxolod ojaxTan erTad SegiZlia gaZlo. maTi siy-
varulic ki momabezrebelia,~ – ambobs erT-erTi sociologi.
marketologebi amCneven am cvlilebas. las-vegasSi Saks Fifth Avenue-s
maRazia cdilobs, xalxi saxlidan gamoiyvanos da maT divnebiT savse misaReb
oTaxs uTmobs, sadac myidvelebs SeuZliaT dasxdnen da isaubron, miirTvan
tkbileuli da uzarmazar televizors uyuron. Applebee-s restornebis qselma
gamofina reklamebi, romlebSic TavSeyris adgilebSi kvebazea yuradReba
gamaxvilebuli. dabolos, Neighbourhood Hero-s konkursi, romelSic nominire-
bulni arian adgilobrivi cnobili personebi. rogorc ki adamiani Tavisi kom-
fortuli binis zRurbls gascda da sufTa haerze gavida, sacxovrebeli
`budis~ da idiliis Seqmnis ostati – Home Depot – Tavis bizness mebaReobis
ganxriT afarToebs.
xalxs sul ufro metad surs, gascdes sakuTari saxlis zRurbls da dro
sxvebTan erTad gaataros. es tendencia `socialuri mxardaWeris~ mqone pro-
duqtebisa da momsaxurebis uzarmazar moTxovnas gulisxmobs, rac adamianebs
Soris pirdapir komunikacias aumjobesebs, magaliTad, janmrTelobis klubebi
da saojaxo ardadegebi.
xxaallxxiiss SSeexxeedduulleebbaannii oorrggaanniizzaacciieebbzzee.. adamianebi gansxvavdebian erTmane-
Tisagan im mxrivac, rom maT aqvT sxvadasxva mosazreba korporaciebze, samTav-
robo saagentoebze, profesiul kavSirebze, universitetebsa da sxva organiza-
ciebze. xalxs surs, mniSvnelovani organizaciisaTvis imuSaos da, sanacvlod,
sazogadoebisaTvis samsaxuris gaweva moiTxovos. 1980-ian wlebis damdegs
amerikis biznesis, politikuri organizaciebisa Tu institutebisadmi ndoba da
loialoba mkveTrad daeca. 90-iani wlebis ganmavlobaSi kompaniebis ukusvlam
gamoiwvia cinizmi da undobloba. bolo dros korporaciulma skandalebma
Enron-Si, World.com-Si, Tyco International-sa da sxva did kompaniebSi didi biznesis
mimarT kidev ufro meti undobloba danerga. dRes bevri adamiani samsaxurs
ganixilavs ara rogorc dakmayofilebis wyaros, aramed saSualebas,
gamoimuSaos fuli, raTa dro gaataros arasamuSao saaTebSi. es tendencia
miuTiTebs, rom organizaciebs sWirdebaT axali gzebis moZieba, raTa momxmare-
blisa da momsaxure personalis ndoba moipovon.
xxaallxxiiss SSeexxeedduulleebbaannii ssaazzooggaaddooeebbaazzee.. adamianebis mosazrebebi sazogadoebaze
Zalze gansxvavebulia. patriotebi icaven mas, reformatorebs misi Secvla
surT, ukmayofilo adamianebs misgan gacla swadiaT. xalxis sazogadoebaze
orientacia gavlenas axdens maT moxmarebis modelze da sabazro sivrcisadmi
damokidebulebebze. amerikuli patriotizmi, bolo aTwleulis ganmavlobaSi,
izrdeboda. Tumca igi, gansakuTrebiT, 11 seqtembris teroristuli aqtisa da
erayis omis Semdeg gaZlierda. magaliTad, 11 seqtembramde amerikelebi yvela
zomisa Tu formis amerikis droSaze weliwadSi 200 milion dolars xarjavd-
nen, magram 2001 wels amerikuli droSis gayidva gaoTxmagda. 11 seqtembris
Semdeg sul raRac 2 kviraSi, K-Mart-ma qveynis farglebSi 662 aTasi xelSi
dasakavebeli droSa gayida. erayis omis Semdeg ki xalxis umravlesobam zafxu-
lis umetesi nawili amerikis istoriuli adgilebis daTvalierebas dauTmo –
vaSingtonis monumentur Zeglebs, maunt-raSmors, getisbergis sabrZolo vels,
perl-harbors da alamos.43
marketologebs es movlenebi reagirebis gareSe ar dautovebiaT. maT
patriotul Temaze awyobili produqtebi gamoimuSaves da mastimulirebeli
kampaniebi awarmoes. yvela, yvavilebis Taigulebisa Tu tanisamosis mwarmoe-
blebi, patriotul Temas iyenebda. magaliTad, 11 seqtembris Semdeg Mars-ma M&M-is
axali SefuTva gamouSva – Sokoladi sul sami feris iyo: wiTeli, TeTri da

96. TTaavvii 33 marketinguli garemo 101
lurji. gayiduli saqonlidan moge-
bis 100-ve procenti wiTel jvars
gadaeca. saSobaod HallMark-ma Ses-
Tavaza misaloci baraTi, romelzec
gamosaxuli iyo Tovlis babua dro-
SiT xelSi da warwera: `RmerTo, da-
loce amerika!~ Wal-Mart-ma gayida
TeTreuli patarebisaTvis _ “Little
Patriots Diapers”-i _ pawawina lurji
varskvlavebiT. HeartLand Brewery-m
niu-iorkis taims-skverSi axali ludis
prezentaciac ki gamarTa. DetermiNation
Ale.Budweiser-is SuperBowl-is reklama ki
pativsacemi Budweiser-is Clydesdales-s
asaxavda, romelic Tavs xris, raTa
manhetenis samudamod Secvlil cis
kamaras pativi miagos.44
miuxedavad xsenebuli marke-
tinguli Zalisxmevisa, romelic
kargad dagegmili da gansazRvruli
iyo,wiTeli,TeTri da lurji fere-
bis friali zogierTma marketo-
logma arakeTilsindisierad gamoi-
yena. 11 seqtembris movlenebis Semdeg momxmareblebi myisve gadavidnen
patriotuli produqtebis yidvaze. im SemTxvevebis
garda, rodesac kompaniebi TavianTi produqtis
gayidvas saqvelmoqmedo kontribuciebs ukavSireb-
dnen,`patriotizmi,rogorc marketinguli programa,
xelgaSliT ar iqna miRebuli,~ – ambobs erT-erTi
analitikosi. maT momxmareblebi xSirad ganixi-
lavdnen, rogorc `tragediis xarjze rac SeiZleba
meti fulis gakeTebis mcdelobas.~ meore eqsperti
gvirCevs, rom marketologebma sifrTxile unda
gamoiCinon erovnul emociebze TamaSis dros.
rogoric unda iyos maTi ganzraxva, isini unda
ecadon, raTa ar daimsaxuron Semdegi sityvebi:
`saSineleba iyo, ara? axla, midiT da Cvens pro-
duqtze fuli daxarjeT!~45
xxaallxxiiss SSeexxeedduulleebbaannii bbuunneebbaazzee.. xalxis bunebisadmi
damokidebuleba gansxvavebulia. zogierTis azriT,
igi maT warmarTavs, sxvebi masTan harmoniulad
arian, danarCenebi ki mis daxvewas cdiloben.
grZelvadiani tendenciebis mixedviT, adamianebis
zegavlena bunebaze teqnologiis wyalobiT ixve-
weba. amasTanave, xalxs swams, rom buneba baraqiania.
miuxedavad amisa, maT sul axlaxan gaacnobieres,
rom buneba uSreti ar aris da adamianTa saqmia-
nobiT misi ganadgureba SesaZlebelia. bune-bis
siyvaruli mis wiaRSi bevr saqmianobas warmo-Sobs:
banakebis Seqmna, laSqrobebi, Tevzaoba, frinvelebis
TvalTvali da sxva. yovelive amaze biznesma
Semdegi reaqcia moaxdina: man iseTi produqtebi da
momsaxurebebi awarmova, romlebic aseTi saqmiano-
bebisaTvis aucilebelia. turistuli turneebis
momwyobi saagentoebi velur bunebaSi Tavgada-
savlebs gvTavazoben, sacalo movaWreni ki _ fit-
nes-tanisamossa Tu fexsacmels. sakvebi produqte-
bis mwarmoeblebma ki mzardi bazrebi bunebrivi da
organuli sakvebis SeTavazebiT daipyres. axla,
bunebrivi, organuli produqti 25 miliardi do-
■ xalxis Sexedulebebis cvlilebebze, bunebriv gare-
mosTan mimarTebaSi, marketologebi reagirebas ufro
natularuli da organuli produqciis SeTavazebiT
axdenen. White Wave-is soios rZem warmatebas miaRwia
25 miliardi dolaris industriaSi.
■ ukanaskneli ori dekadis manZilze amerikuli patriotizmi sul ufro iz-
rdeba, magram 11 seqtembris teroristuli Tavdasxmis Semdeg igi kidev ufro
gaizarda. Mars Inc-is marketologebma (M&M-is Semqmnelebma) am tragikul
movlenaze reagireba patriotuli produqciiTa da stimulirebiT gamoxates.

97. laris industrias warmoadgens, romelic yovelwliurad 20 procentiT izr-
deba. niSaze orientirebuli marketologebi, rogoricaa Whole Foods Markets-i,
swored am bazars emsaxurebian. tradiciuli supermarketebis qselebma,
rogorebic arian Kroger-i da Safeway, damatebiT Seqmnes bunebrivi, organuli
sakvebis ganyofilebebi TavianT maRaziebSi. White Wave’s Silk-is soios rZis
gayidva, sul raRac, or weliwadSi, naxtomiseburad gaizarda 10 milionidan 200
milion dolaramde. am moZraobas TviT McDonald’s-ic SeuerTda da axlaxan
organuli rZis gayidva muyaos paketSi daiwyo.46
xxaallxxiiss SSeexxeedduulleebbaannii ssaammyyaarroozzee.. dabolos, xalxis Sexedulebebi imisda
mixedviTac gansxvavdeba, Tu ras fiqroben isini samyaros warmoSobaze da sad
xedaven masSi sakuTar adgils. miuxedavad amerikelTa eklesiurobisa,
ukanasknel wlebSi maTi religiuri mrwamsi TandaTanobiT SeibRala. Tumca
zogierTma futuristma aRniSna, rom sulierebisadmi interesi ar ganelebula
rogorc Sinagani samyaros Ziebisadmi. adamianebi CamoSordnen materializms,
sakuTar ambiciebs da ufro mudmivi faseulobebis Zieba daiwyes – ojaxi, sazo-
gadoeba, dedamiwa, rwmena – maT ufro kargad gaacnobieres tyuil-marTali.
`amerikelebi sulier mogzaurobaSi arian. isini sul ufro metad interes-
debian cxovrebiseuli, sulieri sakiTxebiT. am mogzaurobas SeuZlia
religiuroba gaaZlieros, magram igi, ufro, `spirituli individualizmis~ for-
mas iRebs~, _ ambobs erT-erTi eqsperti. es axali suliereba zemoqmedebs momx-
mareblebze da yvelaferze, rasac isini akeTeben – satelevizio programebze,
romelsac uyureben; wignze, romelsac kiTxuloben; produqtebsa da momsaxure-
bebze,romlebsac yiduloben. `isini ukeT ecnobian im brendebs,romelTac yidu-
loben. aseTi midgoma brendebisaTvis unikalur marketingul SesaZleblobas
warmoadgens,~47 _ dasZens erT-erTi eqsperti.
102 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
modiT, cota xniT SeisveneT. Tqven axla Zalian bevri ram waikiTxeT
garemo Zalebis Sesaxeb. rogor ukavSirdebian isini erTmaneTs kompaniis
marketinguli strategiis meSveobiT?
■ rogor arian dakavSirebulni ZiriTadi demografiuli Zalebi
ekonomikur cvlilebebTan? ZiriTad kulturul tendenciebTan?
rogor ukavSirdeba erTmaneTs bunebrivi da teqnologiuri garemo?
daasaxeleT kompania, romelmac am kavSirTagan erT-erTi aRiara da
igi marketingul SesaZleblobad aqcia.
■ marketinguli garemo arakontrolirebadia? anu iseTia, rom kompa-
nias SeuZlia mxolod moemzados mis Sesaxvedrad da Sesabamisi rea-
gireba ganaxorcielos? garemo faqtorebis cvlaSi kompaniebs SeuZ-
liaT winmswrebi aqtivoba?
SSeerrwwyymmaakkoonncceeffcciieebbiiss
ssiiCCqqaarriiss
SSeemmzzRRuuddaavvii
■❚ rreeaaggiirreebbaa mmaarrkkeettiinngguull ggaarreemmoozzee
erTxel, viRacam aseTi daskvna gamoitana: `aarrsseebboobbeenn 33 ssaaxxiiss kkoommppaanniieebbii:: iissiinnii,,
vviinncc uuSSuuaalloodd aakkeeTTeebbeenn rraaRRaaccaass;; iissiinnii,, vviinncc kkeeTTeebbiiss pprroocceessss uuyyuurreebbeenn,, ddaa
iissiinnii,, vviissaacc uukkvviirrTT,, rraa xxddeebbaa..~~4488 bevri kompania marketingul garemos ganix-
ilavs, rogorc arakontrolirebad elements, romelsac unda Seeguon. isini
marketinguli garemosadmi pasiurebi arian da mis Secvlas ar cdiloben. isini
aanalizeben garemo Zalebs da qmnian strategiebs, romlebic kompanias daex-
mareba, Tavidan aicilon safrTxeebi da gamoiyenon is SesaZleblobebi, romleb-
sac garemo awvdis.
sxva tipis kompaniebi upiratesobas aniWeben ggaarreemmooss aaqqttiiuurr mmaarrTTvvaass,49 anu
rodesac firma, ubralo dakvirvebisa da reagirebis nacvlad, marketingul
garemoSi arsebul Zalebze aqtiurad zemoqmedebs. aseT kompaniebs xSirad
hyavT lobistebi aRmasrulebel xelisuflebaSi, romlebic maT interesebs
icaven. aseve cdiloben movlenebis media-gaSuqebisas sasurveli imiji Seiqmnan.
ggaarreemmooss aaqqttiiuurrii
mmaarrTTvvaa (Environmental
management perspective)
menejmentis midgoma,
rodesac kompania
sazogadoebaze
zegavlenis mosaxde-
nad iyenebs aqtiur
qmedebebs da zemo-
qmedebs Tavis mar-
ketingul garemoze
da ar aris am gare-
moSi ubralo damk-
virveblis rolSi,
mxolod Semdgomi
reaqciis amara.

98. TTaavvii 33 marketinguli garemo 103
riCard hetCi aris msoflioSi erTi
im mcirericxovan adamianTagani, ro-
melic sigiJemdea gatacebuli erT-
droulad Harley-Davidson-is motocik-
letebiTa da patara Tojinebisa da
saTamaSoebis SegrovebiT. ramdenime
wlis win 210 funtze meti wonis het-
Ci SemCneul iqna Wal-Mart-is TanamS-
romelTan CxubSi – mas maRaziaSi
Sesvla aekrZala. hetCi amtkicebs,
rom mas araferi Caudenia iseTi, rac
maRaziidan mis gaZevebas gaamarT-
lebs. is ambobs, rom man maRaziis me-
nejerebs pretenzia ganucxada, rom
momsaxure personali Tveebis gan-
mavlobaSi Hot Wheels-sa da NASCAR-is
koleqciis saukeTeso saTamaSo man-
qanebs manamde yidulobdnen, sanam
isini daxlebze moxvdebodnen.
Wal-Mart-ma amas yuradRebac ar
miaqcia da gabrazebulma hetCma ma-
RaziaTa qsels samagiero gadauxada.
man veb-gverdebis dizaineri daiqi-
rava da Wal-Mart-is Semlaxveli veb-
gverdi Seqmna (www.wal-martsuks.com).
sul ramdenime weliwadSi, erT-erTi
damkvirveblis TqmiT, am veb-gverde-
biT petCma sawadel revanSs miaRwia.
aTasobiT myidvelma mxari dauWira
mas da am veb-gverdze gawevrianda,
raTa maRaziis uxeS menejerebs da-
pirispirebodnen – isini pretenzias
acxadebdnen maRaziis gasasvlelSi
arsebul mwerebze, eskalatorebiT
sargeblobis gadasaxadebze da dro-
gamoSvebiT molareebze romantikul
odebs werdnen. hetCs, romelsac mog-
rovebuli hqonda 5000-mde Beanie
Babies, aseve dava hqonda Toys “R” Us-is
maRaziasTan analogiuri pretenzie-
bis gamo, is iqidanac gaagdes. misi
reaqcia? gamoicaniT. Seiqmna meore
aseTive veb-gverdi (www.toysrussucks.com).
gaugonari movlenaa? ukve aRar,
gamomdinare iqidan, rom sul ufro
meti kargad gaTviTcnobierebuli,
kargi safuZvlis mqone organiza-
ciebi, momxmarebelTa sameTvalyureo
jgufebi Tu, ubralod, gabrazebuli
momxareblebi interesdebian iseTi
veb-gverdebiT, rogoricaa ~sucks.com”,
isini ki ukve Cveulebriv movlenad
iqca. erT-erTi wyaros mixedviT,
Fortune 1000-is kompaniidan naxevars
miaCnia, rom amgvari saitebi maTi biz-
nesis mimarT kritikulad aris gan-
wyobili. maT mizanSi amoRebuli
hyavdaT Zalze pativcemuli kompanie-
bi, romelTac naklebad sapatio iar-
liyebi gaaCniaT. Micro Sucks; Gapsucks;
NonAmazon; Starbucked; BestBuy-sucks; The I
Hate McDonald’s Page; Just Do Not Do It
(Nike); America Offline; NortheWorst Air;
Untied Airlines; The Most Unfriendly Skies;
The Unofficial BMW Lemon Site;
AllStateInsurencesucks (“Their hands in your
pockets” (`maTi xelebi Tqvens jibeeb-
Si~) da DunkinDonuts.org (es ukanaskne-
li mogviTxrobs arasasiamovno am-
bebs yavaze, namcxvrebsa da funTu-
Seulze). am saitebs ufro meti serio-
zuli yuradReba esaWiroebaT marke-
tologebis mxridan da namdvili Ta-
vistkivilis gaCena SeuZliaT kompa-
niebisaTvis. im adamianebs, romelnic
kuTxeSi idgnen da 20 kacs upiris-
pirdebodnen, axla SeuZliaT aseTi
veb-gverdiT 2 milions daupiris-
pirdnen,~ _ ambobs uiliam komkoviCi.
rogori reaqcia unda hqondeT
kompaniebs aseT saitebze? namdvili
Tavsatexi aris is, Tu rogor aici-
lon Tavidan es Seteva ise, rom ise-
dac agizgizebul cecxlze navTi ar
daasxan. erT-erT Sexedulebas eTan-
xmeba TiTqmis yvela eqsperti: nu
SeecdebiT SurisZiebas. `Tavidan
aicileT nervebis aSla Tu kamaTi
imis gamo, rom viRac Tqvens Tvalwin
iseT rames akeTebs, rac ar mogwonT.
es Tavisufali qveyanaa, interneti ki,
faqtobrivad, araregulirebadia. nu
gabrazdebiT da nu ifiqrebT sisu-
leleebis gakeTebaze~.
zogierTi kompania Seecada, sasa-
marTloSi saqmis aRZvriT gaeCu-
mebina kritikosebi, magram mxolod
ramdenimem miaRwia warmatebas. maga-
liTad, McDonald’s-ma erT-erT aseT
saits ciliswamebisaTvis sasamarT-
loSi uCivla; man 16 milioni do-
lari daxarja da saqme moigo, magram
miyenebuli zaralisaTvis mxolod
94000 dolari miiRo. Wal-Mart-is ad-
vokatebi hetCs iuridiuli qmedebiT
daemuqrnen, im SemTxvevaSi, Tu is Wal-
Mart-is Seuracxmyofel saits ar da-
xuravda. miuxedavad amisa, hetCi win
aRudga 250-miliarddolarian saca-
lo movaWres da Wal-Mart-ma bolos
ukan daixia. rogorc Cans, kompanias
kanonieri TavSesafari aqvs mxolod
maSin, rodesac misi savaWro markis
an brendis saxeli an sxva inteleq-
tualuri sakuTrebis ukanono gamoye-
neba xdeba. arc erT WkuaTmyofel
adamians ar gauCndeba eWvi, rom Wal-
Mart-i xels uwyobs an mxars uWers
iseT saits,rogoricaa Walmartsucks.com.
sxva samarTlebriv mosazrebebTan
erTad, Wal-Mart-i aseve SiSobda, rom
sasamarTloSi aRZruli saqme kri-
YYTTqqvveenniikkoommppaanniiaa Sucks.com
3.3
garemos marTva: saukeTeso strategia momxmareblis kritikul (zogjer si-
Zulvilis gamomxatvel) saitebTan mimarTebaSi aris nebismier Civilze pir-
dapiri pasuxi. `Tu kompania gadaWris Cems promlemas, ratom unda gavagrZelo
aseTi saitis arseboba~,''_ gamoTqvams azrs erT-erTi aseTi saitis Semqmneli.
gagrZeleba ix. gv. 104

99. 104 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
tikuli saitebisadmi ufro met yu-
radRebas miipyrobda. industriis
analitikosi aseT komentars akeTebs:
`isini, vinc am saitebs marTaven, sait-
zeve aqveyneben werilebs, romelTac
korporaciuli advokatebisagan iRe-
ben. aseTi werilebi cxadyofs maTi
brZolis mizans: negatiuri interesis
qveS moaqcion kompania. isini ki ase-
Ti interesis warmoSobis gamo zei-
moben.~
sasamarTloSi saqmis aRZvris
nacvlad, zogierTma kompaniam sxva
strategias mimarTa. magaliTad, didi
kompaniebis umravlesoba axla iseT
veb-gverdebs yidulobs, romelTac
Tan axlavT sityvebi `mZuls~ an
“sucks.com”. miuxedavad amisa, aseTi
saitebis dablokva, maTTvis winaaR-
mdegobis gaweva an daxurva, ZiriTa-
dad, SesaZloa ar iyos Sors gamiznu-
li. es saitebi xSirad realur momx-
marebels eyrdnoba. maSasadame, sauke-
Teso strategia iqneba am saitebis
aqtiuri monitoringi da maT Sexedu-
lebebze pozitiuri reaqcia.
zogierTi kompania msgavs saiteb-
ze gamoTqmul Sexedulebebs yurad-
RebiT usmens da veb-prezentaciebs
awyobs, raTa, Tavis mxriv, saTqmeli
Tqvan. magaliTad, Nike-s upirispir-
deba, sul mcire, 8 sxvadasxva aseTi
saiti, romlebic mas, ZiriTadad, sam-
xreT-aRmosavleT aziaSi usamarTlo
SromiTi qmedebebisTvis akritikeben.
amis sapasuxod, Nike-ma Tavis indone-
ziur fabrika-qarxnebSi Caatara kvle-
va da Sedegebi sakuTar veb-gverdze
warmoadgina. (www.Nikebiz.com/social/labor).
momxmarebelTa aseTi kritikuli
saitebis monitoringma SeiZleba da-
matebiTi sargebeli gamoiRos. maga-
liTad, zogierT saits SeuZlia aq-
tiurad moamaragos kompania infor-
maciiT. `saitebis umravlesoba savsea
informaciiT, ufaso marketinguli
kvleviT... aseTi saitebis daxurvis
nacvlad, kompaniebma isini unda ga-
moiyenon, rogorc uazro gabrazebi-
dan jansaRi gamosavali,~ – gvirCevs
eqsperti.
kompania E-Watch-is prezident
jeims aleqsanderis TqmiT, internet-
monitoringis momsaxurebis saukeTe-
so strategia momxmarebelTa kriti-
kul saitebTan urTerTobaSi, maT
pretenziebze pirdapiri pasuxia. `Tu
kompania Wris Cems problemas, ratom
unda davuWiro mxari veb-gverdebs,~ –
ambobs igi. magaliTisTvis aviRoT
Dunkin’ Donuts-is SemTxveva.
mas Semdeg, rac gabrazebulma
myidvelma Seqmna Dunkin’donuts.org-is
kritikuli veb-gverdi, romelic Za-
lian bevr internetsaZiebelSi kom-
paniis sakuTari veb-gverdis Tavze
gamoCnda, kompania daukavSirda 25
adamians, romelTac kompanias pre-
tenziis werilebiT mimarTes da
SesTavaza kuponebi ufaso orcxo-
bilaze, donatebze: `es rom is
SemTxveva iyos, rodesac myidvelebi
aq Tavis komentarebs gvitovebdnen,
vifiqrebdiT, rom CvenTvis mniSvne-
lovani iqneboda maTTvis pasuxis
gacema,~ _ ambobs kompaniis warmo-
madgeneli jenifer rozenbergi.
axla kompania molaparakebas awar-
moebs saitis Sesyidvis Taobaze
misi damfuZneblisgan, 25 wlis
devid feltonisgan, romelic acx-
adebs, rom mzadaa, saiti gayidos,
radgan `isini iRebdnen pretenziebs
da pasuxobdnen kidec maT~.
erTi SexedviT, arakontrolirebadi
movlenis windaxeduli SefasebiT,
Tavis garemoSi Dunkin’ Donuts-ma uar-
yofiTi momenti dadebiTad Semoat-
riala. Dunkinsucks.com axla ukve Ri-
milis momgvreli saiti – smiles.com-ia.
wwyyaarrooeebbii:: Quotes and excerpts from Leslie Goff,
“<YourCompanyNameHere>sucks.com,”
Computerworld, July 20, 1998, pp. 57–58; Mike France,
“A Site for Soreheads,” Business Week, April 12, 1999,
pp. 86–90; and Wanda Goldwag, “Complaint Sites Can
Focus Firms on Issues to Fix,” Marketing, September 5,
2002, p. 16. Also see Oscar S. Cisneros, “Legal Tips for
Your ‘Sucks’ Site,” accessed online at www.wired.com,
August 14, 2000; Hilary Appelman, “I Scream, You
Scream: Consumers Vent over the Net,” New York
Times, March 4, 2001, p. 3.13; Eric J. Sinrod, “ ‘Suck’
Sites Live in the Eyes of the Courts,” November 29,
2002, accessed online at www.USAToday.com; and
Ronald F. Lopez, “Corporate Strategies for Addressing
Internet “Complaint” Sites,” accessed online at
www.constructionweblinks.com, June 2003.
isini qmnian sainformacio reklamebs (reklamebi, romlebic informaciul
xasiaTs atareben), raTa sazogadoebrivi azri Camoayalibon; sasamarTlo pro-
cesebze zewolas axdenen da saxelmwifo regulirebis mimarT pretenziebs
gamoTqvamen, raTa konkurentebs TavianTi adgili miuCinon. aformeben sakon-
traqto SeTanxmebebs, raTa TavianTi sadistribucio arxebi ukeT gaakon-
trolon.
xSirad, kompaniebs SeuZliaT ipovon pozitiuri gamosavali, raTa dasZlion
TiTqosda arakontrolirebadi garemo pirobebis SezRudvebi. magaliTad:
Cathay Pacific Airlines-ma daadgina, rom bevri mogzauri Tavs aridebda
honkongSi mgzavrobas emigraciuli formalobebis xangrZlivi proce-
sis gamo. imis nacvlad, rom eRiarebinaT, rom maT problemis gadaWra
ar SeeZloT, Cathay-is xelmZRvanelobam honkongis mTavrobas mimarTa
kiTxviT, Tu rogor aecilebina Tavidan es saemigracio gaWianureba.
xangrZlivi diskusiebis Semdeg aviaxazebi SeTanxmdnen, rom yovelwli-
urad ufro met grants gaiRebdnen, raTa meti saemigracio inspeqtori
daeqiravebinaT, magram es Zalisxmeva, pirvel rigSi, Cathay Pacific-s moem-
saxureboda. lodinis periodis Semcireba gazrdida klientebis
loialobas da Cathay-s konkurentul upiratesobas amgvarad ganamt-
kicebda.50
marketingis menejments garemo Zalebis kontroli yovelTvis ar
SeuZlia. xSirad is, ubralod, garemoze Tvalyurisa da reagirebis procesSi
unda CaerTos. magaliTad,kompanias mcire warmateba eqneboda im SemTxvevaSi,Tu
Seecdeboda, gavlena moexdina mosaxleobis geografiul gadanacvlebaze,
ekonomikur garemosa Tu ZiriTad kulturul faseulobebze. magram
SesaZleblobebis SemTxvevaSi, marketingis gamWriaxi menejerebi airCeven mar-
ketinguli garemos mimarT proaqtiur da ara reaqtiur midgomas, anu winmswreb
da ara reagirebis midgomas (ix. marketingi muSaobis procesSi 3.3).

100. TTaavvii 33 marketinguli garemo 105
lobiT Zalasa da danaxarjebis struqtu-
raze.Ees garemo metadaa dainteresebuli mom-
xmareblisaTvis faseulobis miwodebiTa da
momxmareblis danaxarjis modelis cvlilebe-
biT. dRevandeli momxmareblebi eZeben ufro met
faseulobas Semdegi kombinaciiT – kargi
xarisxi, produqcia da momsaxureba karg fasad.
Semosavlebis ganawilebac icvleba. mdidrebi
ufro gamdidrdnen, saSualo fena Semcirda,
Raribebi mtkiced inarCuneben TavianT mdgomare-
obas da amas 2-iarusian bazramde mivyavarT.
bevri kompania axla Tavis marketingul SeTava-
zebas ori sxvadasxva bazrisaTvis qmnis – mdid-
rebisa da naklebad mdidrebisaTvis.
33.. ggaannaaccaallkkeevveeTT ZZiirriiTTaaddii tteennddeenncciieebbii ffiirrmmiiss
bbuunneebbrriivv ddaa tteeqqnnoollooggiiuurr ggaarreemmooSSii..
bunebrivi garemo gviCvenebs sam ZiriTad tenden-
cias: nedleulis mzard naklebobas, dabinZure-
bis maRal maCvenebelsa da bunebrivi resursebis
marTvaSi mTavrobis Carevas. teqnologiur
garemoSi marketologma yuradReba unda gaa-
maxvilos oTx mTavar tendenciaze: teqnolo-
giuri cvlis swraf tempze, samecniero-kvleviTi
samuSaoebis maRal biujetebze, kompaniebis mier
aramasobrivi produqtebis gaumjobesebaze da
mTavrobis mxridan gazrdili regulirebaze.
kompaniebi,romlebic teqnologiuri cvlilebebs
mxars ar aubamen, axali produqciisa da mar-
ketinguli SesaZleblobebis miRma aRmoCndebian.
44.. aaxxsseenniiTT ZZiirriiTTaaddii ccvvlliilleebbeebbii ppoolliittiikkuurr
ddaa kkuullttuurruull ggaarreemmooSSii..
politikuri garemo Sedgeba kanonebis, saagen-
toebisa da jgufebisagan, romlebic gavlenas
axdenen an zRudaven marketingul qmedebebs.
politikurma garemom ganicada sami cvlileba,
romlebic msoflio marketingze zemoqmedebs:
biznesis mzardi regulireba kanonmdeblobis
saSualebiT, mTavrobis Zlieri zegavlena, gaz-
rdili yuradReba eTikur da socialurad pasu-
xismgebel qmedebebze. kulturuli garemo war-
moadgens institutebsa da sxva garemo
faqtorebs, romlebic gavlenas axdenen sazoga-
doebis ZiriTad Rirebulebebze, Sexedulebebsa
da qcevaze.
55.. ggaanniixxiilleeTT,, rrooggoorr rreeaaggiirreebbeenn kkoommppaanniieebbii
mmaarrkkeettiinngguull ggaarreemmoozzee..
kompaniebs SeuZliaT miiRon marketinguli
garemo, rogorc arakontrolirebadi elementi,
romelsac unda Seeguon. an maT SeuZliaT upi-
ratesoba mianoWon garemos marTvis perspeqti-
vas, warmatebiT imuSaon, raTa Secvalon garemo
da ara imisaTvis, rom masze, ubralod, reagireba
moaxdinon. SesaZleblobebisda mixedviT, kom-
paniebi unda Seecadon, iyvnen proaqtiurebi (win-
mswrebebi) vidre reaqtiulebi (pasiurebi, anu
Semdgar movlenebze reagirebis mimdevrebi).
am da Semdgom or TavSi Tqven
gaecnobiT marketingis garemos da
imas, Tu rogor afaseben kompaniebi
mas, raTa bazarze arsebuli SesaZleb-
lobebi aRmoaCinon da efeqturi mar-
ketinguli starategiebi Seqmnan. kompaniebma
mudmivad unda akontrolon da moergon mar-
ketingul garemos,raTa moiZion SesaZleblobebi
da safrTxisgan Tavi daicvan. marketinguli
garemo moicavs yvela moqmed pirsa da Zalas,
romlebic gavlenas axdenen kompaniis SesaZleb-
lobaze, biznesi efeqturad awarmoon miznobriv
bazarTan erTad.
11.. aaRRwweerreeTT ggaarreemmooss ZZaalleebbii,, rroommlleebbiicc ggaavvlleennaass
aaxxddeenneenn kkoommppaanniiiiss uunnaarrzzee,, eemmssaaxxuurroonn TTaavviiaannTT
mmyyiiddvveelleebbss..
kompaniis mikrogaremo Sedgeba im erTeulebi-
sagan, romlebic erTiandebian faseulobaTa
miwodebis qselSi im mizniT, rom saukeTesod
moemsaxuron momxmarebels. mikrogaremo moicavs
kompaniis Sida garemos _ kompaniis departa-
mentebsa da menejmentis doneebs – radgan is
marketinguli gadawyvetilebis miRebaze gavle-
nas axdenen. aseve sadistribucio arxis kom-
paniebs – mimwodeblebi da marketinguli Suamav-
lebi, maT Soris gadamyidvelebi, fizikuri
distribuciis firmebi, marketinguli momsaxure-
bis saagentoebi da finansuri Suamavlebi, rom-
lebic TanamSromloben myidvelTa faseulobis
Sesaqmnelad. myidvelTa bazrebis 5 tipi moicavs:
samomxmareblo, biznes, gadamyidvelebis, samTav-
robo struqturebisa da saerTaSoriso bazrebs.
konkurentebi konkurencias uweven kompanias
myidvelTa ukeT momsaxurebaSi. sabolood,
sazogadoebis sxvadasxva warmomadgenels aqvs
aqtiuri Tu potenciuri daintereseba an zegav-
lena kompaniis unarze, Tavisi miznebi ganaxorcie-
los.
makrogaremo Sedgeba SedarebiT didi so-
cioeTikuri Zalebisagan, romlebic mTel
mikrogaremoze axdenen gavlenas. 6 Zala, romle-
bic kompaniis makrogaremos Seadgenen, moicavs:
demografiul, ekonomikur, bunebriv, teqnolo-
giur,politikur da kulturul Zalebs. es Zale-
bi kompaniebisaTvis qmnian rogorc SesaZleb-
lobebs,aseve warmoSoben garkveul safrTxeebsac.
22.. aaxxsseenniiTT,, rrooggoorr ggaavvlleennaass aaxxddeennss ddeemmooggrraa--
ffiiuullii ddaa eekkoonnoommiikkuurrii ggaarreemmoo mmaarrkkeettiinngguull
ggaaddaawwyyvveettiilleebbeebbzzee..
demografia aris mosaxleobis maxasiaTeblebis
Seswavla. dRevandeli demografiuli garemo
gviCvenebs mosaxleobis asakobrivi struqturis
cvlilebas, cvalebadi ojaxis Semadgenlobas,
mosaxleobis geografiul gadanacvlebas, ukeTe-
sad ganaTlebul mosaxleobis matebas da mzard
mravalferovnebas. ekonomikuri garemo Sedgeba
faqtorebisagan, romlebic zemoqmedeben msyidve-
SSeeiissvveenneeTT::
kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall

101. 106 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii
bbeeiibbii--bbuummeerreebbii Baby boomers
bbuunneebbrriivvii ggaarreemmoo Natural environment
ggaarreemmooss aaqqttiiuurrii mmaarrTTvvaa Environmental management
perspective
ddeemmooggrraaffiiaa Demography
eennggeelliiss kkaannoonnii Engel's law
eekkoonnoommiikkuurrii ggaarreemmoo Economic environment
TTaaoobbaa XX Generation X
TTaaoobbaa Y Generation Y
kkuullttuurruullii ggaarreemmoo Cultural environment
mmaarrkkeettiinngguullii ggaarreemmoo Marketing environment
mmaarrkkeettiinngguullii SSuuaammaavvlleebbii Marketing intermediaries
mmaakkrrooggaarreemmoo Macroenvironment
mmiikkrrooggaarreemmoo Microenvironment
ppoolliittiikkuurrii ggaarreemmoo Political environment
ssaazzooggaaddooeebbaa Public
tteeqqnnoollooggiiuurrii ggaarreemmoo Technological environment
ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii
11.. mikrogaremoSi Sedis sxvadasxva
saxis sazogadoeba, romlebic dain-
teresebulni arian kompaniiT an mis
operaciebze axdenen zegavlenas. ganixileT,
rogor SeiZleba am sazogadoebaTa miznebi er-
TmaneTs daupirispirdnen. rogori gavlena eqne-
baT kompaniis Sesabamisi sazogadoebebis urTi-
erTsawinaaRmdego miznebs mis strategiaze?
22.. amerikuli ojaxis cvalebadi struqtura
gansazRvrul iqna, rogorc mniSvnelovani demog-
rafiuli Zala, romelic kompaniisaTvis qmnis
SesaZleblobebsa da safrTxes. ganixileT, ro-
gor Seicvleba erTi Cveulebrivi sasursaTo
maRaziis strategia, im SemTxvevaSi, Tu is yvela
CamoTvlil segmentze gava: daqorwinebuli
wyvilebi bavSvebiT, martoxela mSoblebi da
calke mcxovrebi mozardebi.
33.. faseulobis marketingi niSnavs produqtis
xarisxisa da kargi momsaxurebis SeZenas karg
fasad. SearCieT industria da masSi ori
konkurenti kompania: erTi, romelic faseulobis
marketingSia Zlieri, meore ki _ piriqiT. faseu-
lobis marketingSi cudad gaTvicnobierebuli
kompaniis SemTxvevaSi, ganixileT, ra
ganapirobebs momxmareblis mier am kompaniis
produqtis yidvas? ra saWiroebas pasuxobs ukeT
aseTi kompania, im firmisgan gansxvavebiT, rome-
lic faseulobis marketings misdevs?
44.. 2002 wels miRebulma sarbanes-oqslis aqtma,
sxva sakiTxebTan erTad, maRali donis korpo-
raciuli aRmasruleblebi piradad angariSval-
debulni gaxada TavianTi kompaniebis Semosav-
lebze ganacxadebis sizusteSi. mosTxova
sazogadoebriv kompaniebs, rom maT TavianTi
finansuri makontrolirebeli sistemebi gaaum-
jobeson da sabWos zogierTi wevri kompaniis
garedan moiwvion. ra gavlena SeiZleba moaxdi-
nos am kanonmdeblobam biznesoperaciebze?
55.. garemos aqtiuri marTva upiratesobas aniWebs
proaqtiur/winmswreb da ara reaqtiur/reagire-
biT midgomas. gansazRvreT kompania, romelic,
Tqveni azriT, am midgomas iyenebs. ra specifikur
qmedebebs axorcieleben isini, raTa TavianT ga-
remoze zegavlena proaqtiurad/winswrebiT
moaxdinon?
66.. marketingis marTvis procesSi ra roli akis-
ria analizs, dagegmvas, ganxorcielebasa da kon-
trols? rogor xdeba TiToeuli marketinguli
funqciis erTmaneTTan dakavSireba?
ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii
11.. saganmanaTleblo institutis SemTxvevaSi, misi
studentebis raodenoba, xarisxi da maxasiaTeb-
lebi Zlier arian damokidebulni ZiriTadi
mosaxleobis raodenobasa da misi struqturis
cvlilebaze. ganixileT, rogor zegavlenas moax-
denda Tqvens skolaze Semdegi tendenciebi:
mosaxleobis asakobrivi maxasiaTeblebi, mzardi
populacia, cvlilebebi ojaxis struqturaSi,
mosaxleobis geografiuli gadanacvleba, kvali-
ficirebuli samuSaos mqone muSaxeli da mzardi
eTnikuri Tu kulturuli mravalferovneba.
uaryofiTi zegavlenis mqone tendenciebis piro-
bebSi, romel strategias miscemdiT rekomenda-
cias?
22.. es Tavi amtkicebs, rom sazogadoebis ZiriTadi
kulturuli faseulobebi ganisazRvreba indi-
videbis SexedulebebiT sakuTar Tavsa da sxve-
bze, aseve, maTi SexedulebebiT organizaciebze,
sazogadoebaze, bunebasa da samyaroze. SeqmeniT
studentTa 4-5-kaciani jgufebi, romelTagan
TiToeuli yuradRebas gaamaxvilebs am eqvsi
Sexedulebidan erT-erTze. aRniSneT cvlileba,
romelic ganxiluli iyo teqstSi, gansazRvreT
kompania, romelmac sargebeli naxa am cvlile-
bidan da kompania, romelmac, piriqiT, am mizeziT
kraxi ganicada. im organizaciebma, romlebsac am
iimmooggzzaauurreeTT

102. TTaavvii 33 marketinguli garemo 107
cvlilebebiT ar usargebliaT,ra unda gaakeTon,
raTa am tendencias ukeT Seeguon?
33.. federaluri vaWrobis komisia akeTebs Sefa-
sebas, rom 2004 wlis ivlisisaTvis, erovnuli
masStabiT, satelefono gamokiTxvebis (telemar-
ketingis) sawinaaRmdego e.w. ,,ar darekoT’’ mom-
saxurebaSi registrirebulia 60 milionze meti
satelefono nomeri. amis sapasuxod, telemar-
ketingis vaWrobis asociaciam federalur sasa-
marTloSi gaaprotesta momxmareblis telemar-
ketingis zaris dablokvis momsaxurebis lega-
luroba. aRwereT is qmedebebi, romlebic unda
gatarebuliyo im SemTxvevaSi, Tu telegayidvebis
industria am sakiTxis mimarT garemos marTvis
proaqtiur (winmswreb) qmedebebs gamoiyenebda.
ras fiqrobT momxmareblis konfidencialobaze?
tteeqqnnoollooggiiuurr ssaammyyaarrooSSii
myidvelTa erTguleba onlain samog-
zauro saagentoebis mimarT dabalia.
myidveli saSualod sami sxvadasxva
samogzauro saagentos veb-gverds
amowmebs aviaxazebis, sastumroebisa Tu gasaqi-
ravebeli manqanebis saukeTeso fasebis aRmosa-
Cenad. dRes aSS-Si mogzaurobis dagegmvis 15%
internetiT xorcieldeba, xolo aviabileTebis
naxevari aseTi meTodiT iyideba. el-mogzauro-
bis sami kompania _ Expedia (bazris 36%), Travelocity
(24%), da Orbitz-i (13%) _ el_mogzaurobis gayidve-
bis umravlesobas moicavs. manam sanam momxmare-
blebi saukeTeso saqmian urTierTobebze iyvnen
koncentrirebulni, eleqtronuli mogzaurobis
bevri kompania investiciebs axal teqnologieb-
Si debda, romlebic maT saSualebas miscemda,
momavalSi sxvebisgan gansxvavebuli yofiliyv-
nen:
11.. Tqveni azriT, mikrogaremos romel Zalebs eq-
nebaT yvelaze pozitiuri da yvelaze negatiuri
gavlena el-mogzaurobis kompaniebze? ratom?
22.. ganixileT, rogor unda ireagiron el-mogzau-
robis am kompaniebma negatiur zegavlenaze?
33.. Tqveni azriT,ra ganapirobebs el-mogzaurobis
industriis momavals?
44.. Tqveni azriT, romelia yvelaze mniSvnelovani
garemo problema, roemlic momdevno 5 wlis gan-
mavlobaSi el-mogzaurobis industrias moelis?
ramdenjer SeiZineT Tqven an Tqvenma
mSoblebma axali kompiuteri bolo 5
wlis ganmavlobaSi? gamomdinare iqi-
dan, rom kompiuterebs sul ufro
mZlavri SesaZleblobebi gaaCniaT,
kompiuteruli mowyobilobebis regularuli
ganaxleba Cveulebriv movlenad iqca. xom ar
dainteresebulxarT, sad midis Zveli kompiu-
terebi da monitorebi? iqneb, saxlis romelime
kuTxeSi an sulac avtofarexSia dawyo-bili?
nedleulis Semcirebam, garemos dabinZurebis
zrdam da globaluri daTbobis problemebma
bolo ramdenime wlis ganmavlobaSi didi dain-
tereseba gamoiwvia. maSin rodesac bevri kompa-
nia garemos dabinZurebaSi daadanaSaules,
zogierTma maTganma garemosadmi sazogadoebis
damokidebuleba gamoiyena, raTa konkurentebis-
gan sakuTari Tavi ganesxvavebina. erT-erTi
aseTi kompaniaa Dell Computer-i, romelmac
gadamuSavebis programas Cauyara safuZveli,
romelic kompiuterebs, monitorebs, klavia-
turebsa da Tagvebs moicavs, yvela sagans, rom-
lebic SesaZloa mTel saxlSi iyos mimofan-
tuli.
rogor muSaobs es programa? 50 funtis
wonaSi 15 dolars ixdiT da Dell-is Tanam-
Sromels Tqveni kompiuterebi da monitorebi
miaqvs. Tu wona 50-100 funts Soris meryeobs,
myidvelis xarji 30 dolars Seadgens. Dell Sem-
deg Zvel kompiuterul mowyobilobebs gadaamu-
Savebs an ganaaxlebs da xelaxla gayidis, riTac
gamousadegari, arasaWiro nawilebidan dReis-
Tvis saWiro kompiuterul mowyobilobebs qmnis.
11.. vivaraudoT, rom fasi, romelsac Zveli kompiu-
teruli danadgaris mflobeli ixdis, Dell-is
mier gadamuSavebis xarjs ar faravs. ra sarge-
beli unda naxos Dell-ma, Tu is danaxarjis toli
iqneba?
22.. ra qmedebebi unda gaataros mTavrobam, Zveli
kompiuteruli danadgarebis gadamuSavebis qme-
debebs stimuli rom misces? rogor SeiZleba
gavaigivoT Dell-is gadamuSavebis mcdeloba gare-
mos aqtiuri marTvis perspeqtivasTan?
33.. daexmareba Tu ara Dell-is kompiuteruli
gadamuSavebis programa mas, rogorc kompanias?
rogori zegavlena eqneba zemoT aRweril
gadamamuSavebel programas Tqvens gadawyveti-
lebaze, kompiuteri aseTi kompaniisgan iyidoT?
eeTTiikkiiss ssaammyyaarrooSSii

103. 108 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
Nike-is biznessituacia moTavse-
bulia wignis bolos, danarT 1-Si.
uuccxxoouurrii bbiizznneessssiittuuaacciiaa
ssiittuuaacciiaa
fondi konstanta,
romelic saqarTvelos bazarze
mikrofinansirebas axorcielebda, mu-Saobis sami
wlis manZilze, kerZod, 2003-2006 wlebSi SeZlo
mniSvnelovnad gaefarToebina Tavisi samoqmedo
areali. organizaciam 2006 wels 160%-ze meti
zrda ganicada, xolo misi fi-lialebis qseli
sagrZnoblad gafarTovda. igi warmoadgenda
liders mikrosafinanso organi-zaciebs Soris
da mikro da mcire bizneseb-isaTvis 50, 000
laramde odenobis sesxebs gas-cemda.
2006 wlis 18 ivliss saqarTveloSi ZalaSi
Sevida kanoni mikrosafinanso organizaciebis
Sesaxeb, romlis mixedviTac mikrodafinansebiT
dakavebuli iuridiuli piris statusi ganisazR-
vra SezRuduli pasuxismgeblobis sawarmod an
saaqcio sazogadoebad. zemoaRniSnuli kanonis
ZalaSi Sesvlis dRidan mikrosafinanso organi-
zacias moeTxova daregistrireba saqarTvelos
erovnul bankSi,xolo maTi zedamxedveloba dae-
kisra erovnul banks. kanonis mixedviT mikrosa-
finanso organizacias aekrZala nebismieri saxis
depozitebis miReba. sasesxo Tanxa ganisazRvra
maqsimum 50 aTas laramde. mikrosafinanso orga-
nizacias mieca aseve Semdegi saqmianobebis uf-
leba: mikrolizingi, faqtoringi, valutis gadac-
vla, Tamasuqebisa da obligaciebis gamoSveba (ix.
danarTi 1). kanonis mixedviT ukve arsebul
mikrosafinanso organizaciebs miecaT 18 Tve
kanonis moTxovnebis dasakmayofileblad.
fonds misi sakmaod Zlieri poziciebi
mikrosafinanso bazarze kvlavac intensiuri
zrdis saSualebas aZlevda, Tumca mis winaSe
seriozuli amocana idga: darCena mikrosafi-
nanso organizaciad, Tu sabanko institutad
Camoyalibeba. zustad es sakiTxi gaxda direq-
torTa sabWos Sexvedris sababi fondis saTao
ofisis Sexvedrebis darbazSi.
darbazSi fondis aRmasrulebeli direqtori
levan lebaniZe Semovida, miesalma TavSeyril
sazogadoebas, daikava misTvis gankuTvnili adg-
ili da Sexvedra daiwyo...
ffoonnddii kkoonnssttaannttaa
fondi konstanta 1997 wels daarsda. misi iuri-
diuli statusi 10 wlis ganmavlobaSi fondi
gaxldaT. mas ar hyolia formaluri damfuZ-
neblebi da Sesabamisad, organizaciis statusi-
dan gamomdinare, fondis mogeba mTlianad rein-
vestirdeboda fondis misiis Sesasruleblad.
wlebis manZilze konstantas donorobas uwevd-
nen iseTi saerTaSoriso organizaciebi rogore-
bicaa: amerikis mTavrobis saerTaSoriso gan-
viTarebis saagento (USAID), gadavarCinoT
bavSvebi (SAVE THE CHILDREN), britiS petroli-
umi (BP), gaeros ltolvilTa umaRlesi komis-
ariati ((UNHCR)),, RaribTa daxmarebis sakonsul-
tacio jgufi (CGAP), Sorbankis sakonsultacio
samsaxuri (SHOREBANK ADVISORY SERVICES), qea
(CARE), mersiqori (MERCY CORPS) da qemoniqs
saqarTvelo (Chemonics Georgia). konstantas misia
iyo xelmisawvdomi, maRalxarisxiani mikrosafi-
nanso momsaxurebis uzrunvelyofa. konstantas
Rirebulebebia momxmarebeli, TanamSromeli, gam-
Wvirvaloba, gunduri muSaoba da profesional-
izmi.
am xnis ganmavlobaSi konstanta dinamiurad
viTardeboda. 1999 wels igi gadadis qselur
momsaxurebaze da xsnis filials Tbilisis
isani-samgoris raionSi. amave wlidan organiza-
ciis strategiaSi xdeba axali mimarTulebis
Camoyalibeba, romlis mixedviTac fondi kon-
stanta iwyebs saqarTvelos regionebis bazrebze
gasvlas. 2000 wlis agvistoSi konstanta xsnis
pirvel regionalur filials qalaq baTumSi,
qqaarrTTuullii bbiizznneessssiittuuaacciiaa
ffoonnddii kkoonnssttaannttaa mmiikkrroossaaffiinnaannssoo iinndduussttrriiaaSSii
wwaarrmmaatteebbuullaadd iimmkkvviiddrreebbss mmoowwiinnaavvee ppoozziicciieebbss

104. TTaavvii 33 marketinguli garemo 109
romelic swrafad viTardeba da iZens popula-
robas aWaris regionSi.
2002-2003 wlebi iqca fondis momsaxurebis
arealis intensiuri gafarToebis wlebad. ixs-
neba filialebi zestafonSi, rusTavSi, axalci-
xeSi, quTaisSi, gurjanSi, wnorSi, foTSi da
xaSurSi. 2006 wlisaTvis kompanias ukve 18 fi-
liali aqvs saqarTvelos yvela regionSi (ix.
danarTi 2). TbilisSi ukve 4 filialia: ZiriTadi,
isnis, gldanisa da varkeTilis. Tumca, konstanta
filialebis kidev ufro gafarToebas gegmavs.
2006 wels konstantam sagrZnoblad gazarda
moziduli komerciuli saxsrebi: miiRo sesxebi
adgilobrivi da saerTaSoriso bankebidan da
sainvesticio kompaniebidan (EBRD, Deutche Bank,
Triodos Bank, Oikocredit, MicroVest da sxva). yovelive
amis Sedegad organizaciam mniSvnelovnad gaaaq-
tiura operaciebi da gazarda sasesxo port-
felis moculoba. amave dros ufro mravalfe-
rovani gaxda sakredito produqtebis portfeli,
daixvewa infrastruqtura da mniSvnelovani
yuradReba daeTmo momsaxurebis xarisxis gaum-
jobesebas. 2006 wlis bolos konstanta emsa-
xureboda 20000-ze met aqtiur klients, xolo
mTliani sasesxo portfelis moculoba 35000000
larze meti iyo. amave wels konstantas ukve 18
filiali aqvs mTeli saqarTvelos masStabiT.
ggaarreemmoo
2003-2006 wlebSi sabanko safinanso industria
saqarTveloSi dinamiurad viTardeba. bazari
swrafi tempebiT izrdeba da konkurenciac
mZafria. saqarTvelos sabanko seqtorSi ganxor-
cielda mniSvnelovani ucxouri komerciuli
investiciebi: gaCnda iseTi axali seriozuli
moTamaSeebi, rogoricaa sosiete Jenerali,
vneStorgbanki, silq roud banki da sxva. 2006
wels sabanko bazari daaxloebiT 70%-iT
gaizarda. ganviTarebis stadiaSi myof bazarze
sabanko institutebi mTeli ZaliT ibrZodnen
mniSvnelovani bazris wilis mosapoveblad.
gansakuTrebiT gaizarda interesi sacalo
bankingis mimarT. ekonomikis ganviTarebasTan
erTad gaCnda garkveuli fuladi masa, xolo
finansebTan xelmisawvdomoba SedarebiT gaad-
vilda. erTi mxriv msxvili biznesis bazris Sez-
Rudulobam, xolo meore mxriv mcire biznesis
mniSvnelovanma zrdam gamoiwvia safinanso in-
stitutebis interesi am seqtorze gasvlisa. 90-
iani wlebis bolos, sabWoTa kavSiris daSlis
Semdgom ekonomikurma daRmasvlam, sawarmoebis
gaCerebam da umuSevrobis zrdam mosaxleobis
did nawils aiZula TviTgadarCenisaTvis saku-
Tari mcire biznesiT dakavebuliyo. Sedegad
warmoiqmna mikrobiznesiT da TviTdasaqmebuli
adamianebis garkveuli fena, romlis umetesi
nawili vaWrobiT iyo dakavebuli. maTTvis mikro
da mcire sesxebi iyo erTaderTi saSualeba
biznesis gafarToebisaTvis. am xnis ganmavlo-
baSi, am fenam miiRo garkveuli gamocdileba
sabazro ekonomikis pirobebSi biznesis war-
moebisa, SedarebiT daixvewa safinanso insti-
tutebTan urTierTobis kultura da sesxis
mimarT damokidebuleba. gaCnda moTxovna sxva-
dasxva sabanko produqtebze. 2004 wlis Semdgom,
garkveuli reformebis gatarebam mcire biznesi-
saTvis barierebis Semcirebis kuTxiT, rogori-
caa nebarTvebisa da licenzirebis didi nawi-
lis gauqmeba, qonebis registraciis gamartiveba
da sxva, es seqtori mniSvnelovnad gaafarTova.
msoflio bankis monacemebis mixedviT1, 2005-2006
wlebSi saqarTveloSi mcire biznesi 55%-iT
gaizarda. aRsaniSnavia, rom 2006 wels mTliani
mikrosafinanso bazris zrda 100%-ze meti iyo.
kkoonnssttaannttaass pprroodduuqqtteebbii
konstanta gascems jgufur da individualur
sesxebs. jgufuri sesxis maqsimaluri Tanxaa 5
aTasi lari. jgufuri sesxi gaicema mewarmeTa
jgufze giraos gareSe da Tanxis dabrunebis
garantias warmoadgens jgufis yvela wevris
solidaruli pasuxismgebloba. jgufi unda
Sedgebodes minimum 2 – maqsimum 8 wevrisgan,
romlebic kargad icnoben da endobian erTma-
neTs.
individualuri sesxi gaicema rogorc urba-
nul, aseve sasoflo seqtorSi vaWrobis, mom-
saxurebis da warmoebis (maT Soris sasoflo-sa-
meurneo produqciis) dasafinanseblad. aRsaniSnavia
jgufuri da individualuri sezonuri sesxebi
turistuli biznesisaTvis. konstantas aqvs
eqspres sesxebi, standartuli mikro sesxebi da
mcire sesxebi.
informaciisaTvis ix. cxrili 1.
sesxis miznobrioba moicavs sabrunavi saSuale-
bebis gazrdas, ZiriTadi saSualebebis Sesyid-
va/SekeTebas, sawarmoo farTis saremonto samu-
Saoebis dafinansebas,infrastruqturis ganviTarebas,
saqmianobis gafarToeba/diversificirebas, samom-
xmareblo miznebs biznesidan miRebuli Semosav-
lebis uzrunvelyofiT.
mmoommxxmmaarreebbeellTTaa sseeggmmeenntteebbii::
sasesxo produqtebis mixedviT momxmarebelTa
Semdegi segmentebi ikveTeba:
■ jgufuri sesxebis momxmarebelia ZiriTadad
bazrebis,bazrobebis da jixurebis movaWreebi,
saqonlis gadamzidavebi, distributorebi da
sxva. es aris segmenti uaRresad SezRuduli
resursebiT. gamoirCeva dabali gaTviTcnobie-
rebulobiT sabanko produqtebisa da pirobe-
bis mimarT. isini usafrTxod grZnoben Tavs
sakuTari saqmianobis/soc. mdgomareobis
1 World Bank/IFC report "Doing Business in 2007"

105. 110 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
jgufSi da ar iltvian misgan gamoRwevi-
saTvis. ZiriTadad Sedgeba 45-60 wlis mosax-
leobisagan, konfliqturi zonidan ltolvi-
lebisagan. ZiriTadi nawili daojaxebulia.
■ individualuri sesxebis momxmarebelia mcire
biznesiT dakavebuli segmenti (maRaziebisa da
mcire sawarmoebis (kafe-bari, saparikmaxero,
warmoeba da a.S.) mepatroneebi, konservatuli
rwmenebiTa da damokidebulebiT. ZiriTadad
dakavebuli vaWrobiT. SedarebiT gaTviTcno-
bierebuli sabanko sferoSi, Tumca konservat-
ulobis gamo SedarebiT loialuri sabanko
institutis mimarT. individualuri sesxis
segmentis asaki ufro ganfenilia,35-dan 60-mde,
misi resursebi ufro metia, vidre jgufuris
segmentisa, Tumca aseve SezRuduli, da
ZiriTadad daojaxebulebisagan Sedgeba.
ssaassoofflloo--ssaammeeuurrnneeoo sseessxxiiss momxmarebelia xal-
xi, romlebic dasaqmebuli arian mesaqonleobiT,
mefrinveleobiT, sasoflo-sameurneo produqte-
bis gadamuSavebiT, miwaTmoqmedebiT, mefutk-
reobiT da a.S.
sseezzoonnuurrii ttuurriissttuullii sseessxxeebbiiss momxmarebelia
ZiriTadad sakurorto zonis macxovreblebi
(aWara, borjomis xeoba), romlebic sezonisTvis
emzadebian. eseni arian kerZo sastumroebis, bare-
bis, restornebisa da Sesabamisi dawesebulebebis
mepatroneebi.
CCaannaarrTTii
marina n. konstantas msesxebeli:
`2000 wlidan konstantas msesxebeli var. 20
wlis manZilze qarTuli enisa da
literaturis maswavlebeli viyavi. dro rom
airia, Tavis sarCenad vaWroba daviwye.
Tavidan sxvisi saqonliT vvaWrobdi da
Semosavalic cota mqonda. amitom, dazogva
daviwye da davagrove Tu ara mcireodeni
Tanxa, Tavad Semovitane saqoneli, magram
Tanxebi ar myofnida sakmarisi raodenobis
sabrunavi saSualebebis SesaZenad.
konstantasagan pirvelad 200 lari visesxe.
axla ukve 4000 lari maqvs aRebuli. Cemi
saqmianobac farTovdeba. me da Cemma meuRlem
patara saxlic SeviZineT da Svilebsac
Sesaferisi ganaTleba miveciT~.
mmoommxxmmaarreebbeellTTaa qqcceevvaa
safinanso institutTan urTierTobisaTvis ga-
damwyveti mniSvneloba eniWeba iseT faqtorebs,
rogoric aris sesxis aRebis proceduris
simartive da gadawyveti-lebis miRebis siswrafe.
klientebisaTvis prioritetuli saprocento
ganakveTicaa, Tumca gadawyvetilebis miRebisas
es faqtori naklebad gadamwyvetia, gamomdinare
iqidan, rom bazarze arsebuli saprocento
ganakveTebi TiTqmis identuria. aranakleb
mniSvnelovania momxmareb-lis interesebis
dakmayofileba, rac gulisxmobs zustad
moTxovnili Tanxis gacemis SesaZleb-lobas da
uzrunvelyofis (giraos) moTxovnis morgebas
msesxeblis SesaZleblobebze. rogorc sxva
momsaxurebis dargebSi, safinanso seqtor-zec
gadamwyveti mniSvneloba aqvs klientTan
urTierTobis xarisxs. am SemTxvevaSi xSirad
organizaciis wina xazze momuSave adamianebzea
damokidebuli momxmareblis loialoba safinan-
so institutis mimarT. amitom, momxmareb-
lisaTvis xSir SemTxvevaSi safinanso instituti
asocirdeba im konkretul personalTan da misi
momsaxurebis xarisxTan, romelsac klientTan
intensiuri urTierToba aqvs. konstantas mimarT
damokidebuleba mocemulia diagrama 1-Si.
miuxedavad saerTo dadebiTi damokidebule-
bisa, konstanta pozicionirebulia, rogorc
mikro sesxebiT dakavebuli organizacia,
romelsac SedarebiT msxvili TanxebisaTvis
naklebad mimarTaven.
kkoonnkkuurreenntteebbii
saqarTvelos sabanko-safinanso industriaSi
fond konstantas gaaCnia rogorc pirdapiri,
aseve arapirdapiri konkurentebi.
ppiirrddaappiirrii kkoonnkkuurreenntteebbii
pirdapir konkurentebad ganixilebian mikrosa-
finanso organizaciebi finka, kredo, kristali
da bankebi, romlebic gascemen mikrosesxbs –
prokrediti da saqarTvelos banki da sxva anu
e.w. meore donis konkurentebi (ix. qvemoT).
ssaasseessxxoo TTaannxxaa ssaasseessxxoo vvaaddaa uuzzrruunnvveellyyooffaa
eeqqsspprreess sseessxxii 1000-dan10000 laramde 18 Tvemde giraos gareSe TavdebobiT
500-dan 6000 aSS dolaramde 36 Tvemde
ssttaannddaarrttuullii 2500-dan 10000 laramde 18 Tvemde ipoTeka, avtotransporti, Zvirfasi
mmiikkrroosseessxxii liTonebi
1500-dan 6000 aSS dolaramde 36 Tvemde
mmcciirree sseessxxii 10001-dan 50000 laramde 18 Tvemde ipoTeka, avtotransporti, Zvirfasi
liTonebi
6000-dan 30000 aSS dolaramde 60 Tvemde
ccxxrriillii 11

106. TTaavvii 33 marketinguli garemo 111
ffiinnkkaa (www.finca.ge) dafuZnda 1999 wels.
damfuZnebeli Finca International
ddoonnoorreebbii:: USAID, USDA. finka 2006 wels flobda
mikrosafinanso institutebis bazris
daaxloebiT 38% da mTliani mikrosafinanso
bazris 6%-s.
pprroodduuqqtteebbii:: jgufuri,individualuri da eqspres
sesxebi
jjgguuffuurrii sseessxxeebbii:: jgufi unda Sedgebodes 3-15
adamianisagan. sasesxo Tanxa meryeobs 200-dan
4,000 laramde wliuri 24-36%-is farglebSi.
iinnddiivviidduuaalluurrii sseessxxeebbii (gascemen aSS dolarSi):
1,000-dan 20,000 aSS dolaramde.
eeqqsspprreess sseessxxeebbii (aSS dolarSi): 100-dan 2000 aSS
dolaramde.
finka konstantas yvelaze uaxloesi konkuren-
tia jgufuri sasesxo produqtis TvalsazrisiT.
igi saqmianobas 1998 wlidan axorcielebs AID-s
dafinansebiT. finkas 2005 wels hqonda bazris
yvelaze didi wili. aqvs mikrodakreditebis
didi gamocdileba da Sesabamisi teqnikuri dax-
marebis miRebis saSualeba.
kkrreeddoo (www.credo.ge) dafuZnda 2005 wlis
ianvarSi; damfuZnebeli Vision Fund International;
donorebi: World Vision, Chemonics.
pprroodduuqqtteebbii:: jgufuri da individualuri sesxebi
jjgguuffuurrii sseessxxeebbii (gascems aSS dolarSi): jgufi
unda Sedgebodes 4-7 adamianisagan. sasesxo
Tanxa meryeobs 400-dan 600 aSS dolaramde.
iinnddiivviidduuaalluurrii sseessxxeebbii (aSS dolarSi): 100-dan
30,000 aSS dolaramde, wliuri 18-36%-s
farglebSi.
kredo iyo mikrosafinanso organizaciaTagan
pirveli, romelmac gasca individualuri sesxi.
ffoonnddii kkrriissttaallii (yofili World Vision Enterprise
Development Program) (www.crystal.ge) dafuZnda 1998
wlis agvistos, rogorc humanitaruli
organizacia `centri afxazeTi~, romelic sxva
daxmarebebTan erTad gascemda mikro sesxebs,
xolo 2004 wels gaxda fondi kristali.
damfuZnebeli `centri afxazeTi~. donorebi:
USAID, UNHCR, SV- holandiuri ltolvilTa
fondi.
pprroodduuqqtteebbii:: individualuri sesxebi
fondi funqcionirebs 2003 wlidan da faravs
mxolod regionebs: foTs, senaks da quTaiss.
bazris wilobrivi gadanawileba mikrosafinanso
institutebs Soris 2006 wlis miaxloebiTi
monacemebiT mocemulia diagrama 2-ze.
mmeeoorree ddoonniiss kkoonnkkuurreenntteebbii:
pprrookkrreeddiitt bbaannkkii (www.procredit.ge). prokredit
banki mikrodakreditebaSi umsxvilesi bankia. igi
prokredit grup-is wevria, romelsac aRmosav-
leT evropaSi 18 wevri banki hyavs. prokredit
banks aqvs eqspres sesxebi, mikro sesxebi da
mcire sesxebi. saerTaSoriso gamoc-dileba
ganviTarebad bazrebze prokredits saSualebas
aZlevs saqarTveloSi damatebiTi resursebis
daxarjvis gareSe danergos Tavisi produqtebi.
ssaaqqaarrTTvveellooss bbaannkkii (www.bog.ge). saqarTvelos
bankis strategiuli mimarTuleba sacalo ban-
kingia, rac konstantas seriozul konkurencias
uwevs. saqarTvelos bankma bazarze Sesvlis
agresiuli politikiT mniSvnelovani bazris
wili moipova mikrodafinansebis bazarze. dasav-
luri menejmenti da ganviTarebuli sacalo
ddiiaaggrraammaa 22
ddiiaaggrraammaa 11
konstantasadmi damokidebulebis ZiriTadi faqtorebi

107. qseli bankis mniSvnelovani Zlieri mxareebia.
vviiTTiibbii jjoorrjjiiaa (www.vtb.ge). viTibi, igive
gaerTianebuli qarTuli banki mikrodafinan-
sebaSi erT-erTi pirveli iyo. Sesabamisad, mas
sakmaod didi gamocdileba aqvs am sferoSi. aqvs
mcire sesxebisadmi individualuri midgoma, rac
klientebTan mimarTebaSi meti lavirebis sa-
Sualebas aZlevs. misi produqtebia turbo ses-
xebi (sesxi 1 saaTSi), eqspres sesxebi da
standartuli mikrosesxebi.
bbaannkkii rreessppuubblliikkaa (www.bankrepublic.ge). banki
respublika SedarebiT axalia mikrodak-
reditebis sferoSi. Sesabamisad, misi sasesxo
portfelic SedarebiT mcirea. Tumca mcire da
saSualo biznesis swrafma zrdam misi didi
interesi gamoiwvia sacalo bankingis mimarT.
`sosiete Jeneralis~ mier banki respublikas
SeZenis Semdeg cxadia, rom igi male Zalze
seriozuli moTamaSe gaxdeba bazarze.
bankebis bazris wilebi 2006 wlisaTvis port-
felebis mixedviT mocemulia diagrama 3-ze:
CCaannaarrTTii::
ivane e. konstantas msesxebeli:
`konstantas msesxebeli 3 weli viyavi. Cemi
patara sawarmo maqvs da mis gasamarTad
saxsrebi mesaWiroeboda. Tavidan didi
Tanxebi ar mindoda, isedac varTmevdi
bizness Tavs. konstantaSic Zalze kargad
meqceodnen, sesxis aRebas didi dro ar
miqonda, Cemi sesxis oficeric guliTadad
mxvdeboda da yvelafers umokles vadebSi
migvarebda. biznesis saqme rom kargad
wamivida, ufro didi Tanxebi damWirda.
miuxedavad yvelafrisa, mainc bankSi wasvla
vamjobine. angariSi imave bankSi maqvs
gaxsnili da kreditis aRebac iqidan ufro
xelsayrelia~.
unda aRiniSnos, rom regionalur doneze kons-
tantas konkurentebi 2006 wlisaTvis gansxvavde-
bodnen, ase magaliTad:
rruussTTaavvSSii:: qquuTTaaiissSSii::
prokredit banki prokredit banki
saqarTvelos banki saqarTvelos banki
viTibi viTibi
finka standart banki
Ti-bi-si banki finka
kredo
kristali
Ti-bi-si
ffooTTSSii:: bbaaTTuummSSii::
viTibi prokredit banki
saqarTvelos banki saqarTvelos banki
prokredit banki viTibi
saxalxo banki banki respublika
finka finka
kristali safinanso jgufi
kredo
TTeellaavvSSii::
prokredit banki
standart banki
Ti-bi-si banki da a.S.
CCaannaarrTTii::
lali q. konstantas msesxebeli:
`konstantaSi mivsuliyavi Tu ara bevri ar
mifiqria. Cvens raionSi konstanta yvelam
icis. Tanac procentic SeRavaTiani aqvs.
amJamad 5,000 lari maqvs nasesxebi da isev
amdenis aRebas vgegmav. mevaxSisagan rom
mesesxa, gacilebiT Zviri damijdeboda. Tanac
Zalian kargad memsaxurebian, yvelas vicnob,
aq ise movdivar, TiTqos sakuTari saxli
iyos~.
SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::
11.. ra gadawyvetileba unda miiRos konstantas
menejmentma? ratom?
22.. daaxasiaTeT konstantas dadebiTi da uar-
yofiTi mxareebi. ra warmoadgens kons-
tantas konkurentul upiratesobas?
33.. gadawyvetilebis Sesabamisad dasaxeT kons-
tantas ganviTarebis Semdgomi strategia.
112 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
ddiiaaggrraammaa 33

108. TTaavvii 33 marketinguli garemo 113
kkoonnssttaannttaass ffiilliiaalleebbiiddaannaarrTTii 22
saTao ofisi (ZiriTadi filiali) goris filiali
isan-samgoris filiali borjomis filiali
varkeTilis filiali axalcixis filiali
gldanis filiali quTaisis filiali
rusTavis filiali zestafonis filiali
gurjaanis filiali samtrediis filiali
wnoris filiali baTumis filiali
lagodexis filiali foTis filiali
xaSuris filiali axalqalaqis filiali
mmiikkrroossaaffiinnaannssoo oorrggaanniizzaacciieebbiissaa ddaa
bbaannkkeebbiiss sseerrvviisseebbii
ddaannaarrTTii 11
mmiikkrroossaaffiinnaannssoo kkoommeerrcciiuullii bbaannkkeebbii
oorrggaanniizzaacciieebbii
kreditebis gacema 50000 kreditebis gacema
laramde
mikrolizingi depozitebis miReba
Tamasuqebis gamoSveba Tamasuqebis gamoSveba
obligaciebis gamoSveba obligaciebis gamoSveba
faqtoringi sabanko gadaricxvebi
saerTaSoriso gzavnilebi import-eqsport opera-
ciebis tranzaqciebis
ganxorcieleba
valutis gacvla valutis gacvla

109. 114 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba

110. am Tavis Seswavlis Semdeg Tqven SeZlebT:
11.. ganmartoT kompaniisTvis informaciis mniSvneloba; 22.. gansazRvroT marketinguli informaciis sistema da
ganixiloT misi nawilebi; 33.. CamoayaliboT marketinguli kvlevis procesis safexurebi; 44.. ganmartoT, rogor
axdens kompania marketinguli informaciis analizsa da gavrcelebas; 55.. ganixiloT is specifikuri sakiTxebi,
romlebsac marketingis specialistebi awydebian, maT Soris sazogadoebriv politikasa da eTikis normebs.

111. 4
wina TavSi Tqven SeiswavleT kompleqsuri da cvalebadi marketinguli garemo.
am TavSi naxavT, rogor esmiT marketologebs cnebebi: sabazaro sivrce da
momxmarebeli; rogor axorcieleben da marTaven informacias sabazro sivr-
cis elementebis (momxmareblis, konkurentebis, produqtisa da sabazro pro-
gramebis) Sesaxeb. agreTve,ganixilavT marketinguli informaciis sistemas,rom-
lis mizania menejerebisaTvis saWiro informaciis saWiro formiTa da saWiro
dros miwodeba,rac maT ukeTesi gadawyvetilebis miRebaSi daexmareba. axlodan
daakvirdebiT marketinguli kvlevis process. dRevandel bazarze warmatebis
misaRwevad kompania didi moculobis marketinguli informaciis efeqturi
marTvis meTodebs unda flobdes.
Tavi iwyeba klasikuri marketinguli Secdomis ganxilviT – ramdenime
wlis win Coca-Cola-m miiRo gadawyvetileba Coke Zveli formuliT xmarebidan
amoeRo da, mis nacvlad, gamoeSva sasmeli axali formuliT – New Coke. miuxe-
davad imisa, rom kompaniam gadawyvetileba marketinguli kvlevis safuZvelze
miiRo, axalma produqtma ar gaamarTla. kiTxvis dros dausviT SekiTxva
sakuTar Tavs: iseTma msxvilma da didi resursebis mqone kompaniam, rogoric
aris Coca-Cola, rogor dauSva aseTi didi Secdoma kvlevisas? aqedan gamomdina-
reobs morali: Tu es Coca-Cola-s SeemTxva, maSin igive SeiZleba nebismier kompa-
nias SeemTxves.
y
vela drois klasikuri marketinguli ambis sawyisi 1985 weli iyo. Coca-Cola-m,
warmatebuli 99 wlis muSaobis Semdeg, xmarebidan amoiRo Tavdapirveli
formuliT gamoSvebuli Coke da mis nacvlad gamouSva axali formulis
mqone New Coke, ufro tkbili da msubuqi gemoTi.
sawyis etapze reklamirebisa da propagandis Sedegad New Coke kargad
iyideboda, magram male, sazogadoebis uaryofiTi reaqciis Sedegad, gayidvebi
Semcirda. ukmayofilebas gamoTqvamdnen fostisa Tu telefonis zarebis meS-
veobiT. Coca-Cola-s dReSi 1500-ze meti ganawyenebuli momxmarebeli ukavSirdebo-
da. erT-erTma gabrazebulma momxmarebelma kompanias miswera – `wlis mTavari
suleli kompania Coca-Cola~ (Coca-Cola-s aRmasrulebel direqtors ara imdenad
saCivari, aramed is faqti ufro awuxebda, rom personalurad mas misdioda
aseTi werilebi!). zogi panikaSi Cavarda da sardafebi Zveli formulis Coke-iT
aavso. texasSi ki erTma kacma adgilobriv maRaziaSi 1000 dolaris
Rirebulebis Coca-Cola SeiZina. jgufi saxelwodebiT _ `Zveli kolas msmelebi~
masobrivi aqciebis muqariT moiTxovda Zveli formulis Coke-is dabrunebas.
amasobaSi ki,kompania Pepsi Cola imdenad gaxarebuli iyo,rom 1985 wlis 23 aprili,
marketinguli informaciis
marTva
ggzzaammkkvvlleevvii || ideebis kvaldakval

112. 108 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
New Coke-is gamoSvebis dRe, korporaciis dResaswaulad gamoacxada.
kompaniam Zveli formulis Coke mxolod sami Tvis Semdeg daabruna
gayidvaSi. ivlisis im dRes `Zveli Coke”-is dabruneba yvela wamyvani gazeTis
pirvel gverdze aRiniSna. kompaniam mas axali saxelwodeba mianiWa – Coke
Classic-i. Coca-Cola acxadebda, rom New Coke SeinarCunebda flagmani brendis pozi-
cias, magram momxmarebeli sxvagvarad fiqrobda. wlis bolos, New Coke-Tan
SedarebiT, Coke Classic orjer meti raodenobiT gaiyida.
Coca-Cola potenciuri marcxisagan swrafma reaqciam ixsna. kompaniam mTeli
yuradReba Coke Classic-ze gadaitana, xolo New Coke-s mxardamWeri funqcia dae-
kisra. Coke Classic-i kvlav kompaniis mTavar brendad da qveynis wamyvan sasmelad
iqca,New Coke ki Pepsi-ze `Tavdasxmis brendi~ gaxda. TavisPreklamebSi New Coke-is
gemos gabedulad adarebdnen Pepsi-isas. 1990 wlis gazafxulze kompaniam xela-
xali SefuTviTa da axali saxeliT New Coke II gamouSva. dRes aSS-is ualko-
holo sasmelebis bazris 19% Coke Classic-s ukavia, xolo New Coke II-s – 2%.
ratom moxda New Coke-is wardgena? ra problema arsebobda? bevri anali-
tikosis azriT, am Secdomis mizezi susti marketinguli kvleva iyo.
1980 wels, miuxedavad imisa, rom Coca-Cola ualkoholo sasmelebis indus-
triaSi jer kidev lideri iyo, Pepsi-Tan SedarebiT, misi sabazro wili nel-
nela mcirdeboda. TiTqmis 15 wlis ganmavlobaSi Pepsi warmatebiT axorcieleb-
da `Pepsi-s gamowvevis~ programas. es iyo satelevizio Sou, romlis drosac
xdeboda ualkoholo sasmelebis gemos testireba. Sedegebis mixedviT momx-
marebeli upiratesobas Pepsi-s tkbil gemos aniWebda. 1985 wlis dasawyisisTvis,
miuxedavad imisa, rom Coke bazris wamyvani brendi iyo, Pepsi-m supermarketebis
gayidvebSi Coke-s 2%-iT gauswro (es arc ise STambeWdavia,magram aSS-is ualko-
holo sasmelebis sacalo vaWrobis bazris 2% 1.2 miliardi dolaria). sabaz-
ro wilis vardnis SesaCereblad Coca-Cola-s raRac zomebis miReba sWirdeboda
da gamosavali Coke-is gemos cvlilebaSi dainaxes.
Coca-Cola-m kompaniis istoriaSi axali produqtis ganviTarebisaTvis kvle-
vis udidesi proeqti wamoiwyo. axali formulis danergvaze 2 weli da 4 mil-
ioni dolari daxarja. saboloo gemos Sesaqmnelad 200000 gemos testireba
moxda. brma testirebis Sedegad, momxmarebelTa 60%-ma Zvel gemos New Coke-is
gemo arCia, xolo 52%-ma ki – Pepsi-is gemo. kvlevebma aCvena, rom New Coke war-
matebuli iqneboda da kompaniamac igi gabedulad waradgina. maS, ra moxda?
Tu davufiqrdebiT, mivxvdebiT, rom Coca-Cola-m marketinguli kvlevis dros
yuradReba mxolod gemoze gaamaxvila. man ar gamoikvlia, ra damokidebuleba
eqneboda momxmarebls Zveli formulis Coke-is xmarebidan mTlianad amoRebas.
man ar gaiTvaliswina aramaterialuri mxareebi – sasmelis saxeli, istoria,
SefuTva, kulturuli memkvidreoba da imiji. bevrisaTvis amerikuli kultura
beisbolTan, hoTdogTan da vaSlis RvezelTan asocirdeba. yoveli maTgani
raRac amerikulia. aRmoCnda,rom momxmarebelTa umravlesobisaTvis Coke-is sim-
boluri mniSvneloba ufro metad fasobs, vidre misi gemo. ufro farTomas-
Stabiani kvleva, albaT, am Zlieri emociebis gaTvaliswinebis aucileblobas
cxadyofda.
Coca-Cola-s menejerebma kvlevis Sedegebis analizisas araswori daskvnebi
gaakeTes. magaliTad, Catarebulma kvlevebma cxadyo, rom momxmarebelTa 60%-ma
upiratesoba New Coke-is gemos mianiWa,rac imis niSani unda yofiliyo,rom pro-
duqti bazarze gaimarjvebda, rogorc politikuri kandidati imarjvebs xolme
xmebis 60%-iT. magram es imis maCvenebelic iyo, rom darCenil 40%-s Zveli for-
mula moswonda. Zveli Coke-is CamoSorebiT kompaniam erTgul momxmarebelTa
didi nawili dakarga, romelsac cvlileba sulac ar surda. kompania ufro
gonivrul nabijs gadadgamda, Tu Zvel Coke-s Tavis adgilze datovebda, New
Coke-s ki brendis ganvrcobis strategiad gamoiyenebda. zustad ise, rogorc
mogvianebiT warmatebulad ganaxorciela Cherry Coke-is wardgena.
amerikaSi erT-erTi yvelaze didi, saukeTesod marTuli da yvelaze
ganviTarebuli marketinguli kvlevis operaciebi kompania Coca-Cola-s gaaCnia.
ukve wlebis ganmavlobaSi, kargi marketinguli kvlevis Sedegad, kompania
ualkoholo sasmelebis industriis mwvervalebs ipyrobs. magram marketinguli
kvleva zusti mecnierebisagan sakmaod Sorsaa. momxmareblebi moulodnelobe-
biT aRsavseni arian da maTi cifrebis saSualebiT gamosaxva sakmaod rTulia.
Tu Coca-Cola-m marketingul kvlevaSi didi Secdoma dauSva, maSin am
Secdomisagan arc erTi kompania dazRveuli ar aris.1

113. TTaavvii 44 marketinguli informaciis marTva 109
mmaarrkkeettiinngguullii iinnffoorr--
mmaacciiiiss ssiisstteemmaa ((mmiiss))
(Marketing information
system (MIS))
pirovnebebis, aRWur-
vilobisa da proce-
durebis erToblioba
drouli, saWiro da
zusti informaciis
SesarCevad, gasaanali-
zeblad da mis gada-
sacemad marketinguli
gadawyvetilebebis
mimRebi specialiste-
bisaTvis.
myidvelisaTvis saukeTeso faseulobebisa da kmayofilebis Sesaqmnelad kompa-
nia gamudmebiT saWiroebs informacias. rogorc New Coke-is ambavi cxadyofs,
kargi produqtisa da marketinguli programebis sawyisi myidvelis moTxovni-
lebebisa da survilebis srulyofili gagebaa. agreTve, kompania saWiroebs in-
formacias konkurentebis, gadamyidvelebisa da bazarze arsebuli sxva moqmedi
pirebisa Tu Zalebis Sesaxeb.
marketologebisaTvis informacia ara mxolod ukeTesi gadawyvetilebebis
misaRebad aris saWiro, aramed is mniSvnelovani strategiuli aqtivi da mar-
ketinguli iaraRia. kompaniisaTvis es aris ZiriTadi konkurentuli upirate-
soba. konkurentebma SesaZloa danadgarebis, produqtebisa da procedurebis
kopireba moaxerxon, magram kompaniis informaciisa da inteleqtualuri ka-
pitalis dublireba SeuZlebelia. bolo dros ramdenime kompaniam gaacnobiera
es faqti da TavisTan codnis, Seswavlisa da inteleqtualuri kapitalis vice-
prezidentebis Tanamdebobebi SemoiRes.
dRevandel, swrafad cvalebad garemoSi, drouli, maRalxarisxiani
gadawyvetilebis misaRebad menejerebs uaxlesi informacia esaWiroebaT.
informaciuli teqnologiebis ukanaskneli miRwevebis wyalobiT, kompaniebs
axla ukve didi raodenobiT informaciis dagroveba SeuZliaT. faqtobrivad,
menejerebi xSirad Zalian bevr informaciasac
iReben.
erT-erTma kvlevam cxadyo,rom kompaniebis mier
mopovebuli monacemebi da supermarketebis skanere-
bis saSualebiT miRebuli informacia SefuTuli
saqonlis brendis menejers kviraSi 1 milionidan 1
miliardamde axal cifrs awvdis gasaanalizeblad.
meore kvlevis mixedviT ki, msxvili sacalo
movaWreebi floben sakuTari produqciis Sesaxeb
320 milis sigrZis wignebis Taroebis ekvivalentur
informacias. amrigad, informaciis nakleboba prob-
lemas aRar warmoadgens, magram monacemTa amorCeva-
amokiTxvas ki didi mniSvneloba eniWeba. `am, ase Tu
ise, moWarbebuli informaciis xanaSi sakmaod
advilia, uxvi monacemebiT daimarxo, daitvirTo an
gadaiwva”, _ acxadebs erT-erTi damkvirvebeli.2
informaciuli siuxvis miuxedavad, marketolo-
gebi xSirad saWiro informaciis simcires uCivian.
erT-erTi ukanaskneli kvlevis Tanaxmad, saWiro
informaciis mosaZieblad menejerebi dReSi saSua-
lod 3 saaTs kargaven, rac yovelwliurad aSS-is
kompaniebs 2.5 miliardi dolari ujdebaT. meore
kvleva ki aCvenebs: miuxedavad imisa, rom gamokiT-
xul menejerTa naxevarma ganacxada, rom mopovebul
informacias Tavs ver arTmevda, maT 2/3-s ufro meti
informaciis miReba surda.3 amgvarad, marketingis
menejerebis umetesoba ara ufro met, aramed ukeTes
informacias saWiroebs.
rogorc Unilever-is yofilma mTavarma aRmasru-
lebelma direqtorma erTxel ganacxada, Unilever-ma
marto is rom icodes, rac icis, es mas ormag mogebas moutanda. daskvna: bevr
kompanias gaaCnia didi raodenobiT informacia, magram mis marTvasa da swor
gamoyenebas ver axerxebs.4 kompanias unda hqondes marketinguli informaciis
marTvis efeqturi sistema, raTa menejerebma miiRon saTanado informacia
saTanado formiT da saTanado dros.
mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss ssiisstteemmaa ((mmiiss)) moicavs pirovnebebs, aRWurvilo-
basa da procedurebs,romelTa saSualebiTac xorcieldeba drouli,saWiro da
zusti informaciis SerCeva da misi gadacema marketinguli gadawyvetilebebis
mimRebebisaTvis. suraTi 4.1 gviCvenebs, rom mmiiss--i iwyeba da mTavrdeba informa-
ciis gamomyeneblebiT – marketingis menejerebiT, Sida da gare partniorebiTa
da sxvebiT, vinc marketingul informacias saWiroeben. Tavidan, informaciis
saWiroebis Sesafaseblad mmiiss-i zemoT CamoTvlil gamomyeneblebTan
urTierTobs. Semdgom igi saWiro informaciis generirebas axdens kompaniis
■ Warbi informacia: `am, ase Tu ise, moWarbebuli infor-
maciis xanaSi sakmaod advilia, uxvi monacemebiT daimar-
xo, daitvirTo an gadaiwva.~

114. 110 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
Sida monacemTa bazis, marketinguli dazvervis qmedebebisa da marketinguli
kvlevebis saSualebiT. amis Semdgom, mmiiss-i exmareba mopovebuli informaciis
analizSi da misTvis im formis micemaSi, romelic menejmentisaTvis aris
misaRebi, raTa maT marketinguli gadawyvetilebebi miiRon. dabolos, mmiiss-i mar-
ketingul informacias avrcelebs da menejerebs gadawyvetilebis miRebaSi
exmareba.
■❚ mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss ssaaWWiirrooeebbiiss SSeeffaasseebbaa
marketinguli informaciis sistema, pirvel rigSi, kompaniis marketingisa da
sxva ganyofilebebis menejerebs emsaxureba, Tumca mas aseve SeuZlia informa-
ciuli uzrunvelyofa gauwios gare partniorebs, rogorebic arian mimwode-
blebi, gadamyidvelebi an marketinguli momsaxurebis saagentoebi. magaliTad,
Wal-Mart-ma SesaZloa Procter & Gamble-s an sxva ZiriTad mimwodebels misces
informacia momxmarebelTa Sesyidvis Cvevebis an maragebis donis Sesaxeb.
amasTan erTad, SesaZloa mniSvnelovani myidvelisTvisac informaciis xelmi-
sawvdomobis uzrunvelyofa. Dell Computer-i msxvili myidvelisaTvis specialu-
rad qmnis e.w. `premialur~ veb-gverds, romlis meSveobiTac myidvelisTvis
xelmisawvdomia informacia produqtis dizainis, SekveTis statusis, pro-
duqtisa da mxardamWeri momsaxurebis Sesaxeb. gadazidvebis dagegmvisa da
kontrolisaTvis FedEx-i momxmarebels uzrunvelyofs Tavisi informaciuli
sistemis xelmisawvdomobiT. informaciuli sistemis agebisas kompaniam
TiToeuli myidvelis moTxovna unda gaiTvaliswinos.
kargad agebuli mmiiss-i abalansebs im monacemebs, romlebic informaciis
gamomyenebels surs, romelic mas sWirdeba da romlis realurad miwodeba sis-
temas SeuZlia. procesi iwyeba menejerebis gamokiTxviT da imis garkveviT, Tu
ra informaciis mopoveba surT maT. zogierTi iTxovs nebismier monacems da
sulac ar fiqrobs, sWirdeba Tu ara. Zalian bevri monacemic sazianoa. zogs
SeiZleba iseTi monacemis moTxovna daaviwydes, romelic maTi saqmianobisaTvis
aucilebelia. magaliTad, menejeri unda flobdes informacias imis Taobaze,
apirebs Tu ara konkurenti momavali wlis ganmavlobaSi axali produqtis
wardgenas. imis gamo, rom menejerma araferi icis am SesaZlo proeqtis Sesaxeb,
raime informaciis mopovebaze arc ki fiqrobs. mmiiss--ma marketinguli garemo
unda gaakontrolos, raTa marketinguli gadawyvetilebis mimRebebisTvis
ssuurraaTTii 44..11
marketinguli informaciis
sistema

115. TTaavvii 44 marketinguli informaciis marTva 111
SSiiddaa mmoonnaacceemmTTaa bbaazzaa
(Internal databases)
kompaniis Sida wya-
roebidan mopovebu-
li informaciis
eleqtronuli sa-
cavi.
saTanado informaciis miwodeba SeZlos.
aris SemTxvevebi, rodesac kompanias saWiro informacia ar gaaCnia. amis
mizezi SesaZloa iyos rogorc informaciis miuwvdomloba, aseve mmiiss-is
SezRudvebi. magaliTad, brendis menejers SesaZloa undodes, rom gaigos,
momaval wels konkurents reklamirebis rogori biujeti eqneba da bazris
wilebis ganawilebaze ra gavlenas moaxdens es. informacia dagegmili biu-
jetis Sesaxeb, albaT, xelmisawvdomi ar iqneba. am informaciis mopovebis
SemTxvevaSic ki mmiiss-i ver SeZlebs winaswar gansazRvros, bazarze moqmedi kom-
paniebi bazris wilebs rogor gainawileben.
informaciis mopovebis, damuSavebis, Senaxvisa da gavrcelebis xarjebi sak-
maod didia. kompaniam unda upasuxos SekiTxvebs,ramdenad faseulia damatebiTi
informacia, Rirs Tu ara damatebiTi xarjebis gaweva mis mosapoveblad da a.S.
xSirad, rogorc sargebeli, aseve xarjebi rTuli Sesafasebelia. informacias,
ganyenebulad, raime faseuloba ar gaaCnia. mis faseulobas misi gamoyenebadoba
gansazRvravs. xSir SemTxvevaSi, damatebiTi informacia mcirediT cvlis an
aumjobesebs menejeris gadawyvetilebas. ukeTesia,marketologebma informaciis
mopovebis xarjebisa da maTgan miRebuli Sedegebis Sedarebis dros sifrT-
xile gamoiCinon.
■❚ mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss mmooppoovveebbaa
marketologebi saWiro informacias moipoveben Sida monacemTa bazebis, mar-
ketinguli dazvervisa da marketinguli kvlevis meSveobiT.
SSiiddaa mmoonnaacceemmeebbii
bevri kompania qmnis SSiiddaa mmoonnaacceemmTTaa bbaazzaass,, anu kompaniis Sida wyaroebidan mo-
povebuli informaciis eleqtronul sacavs.
marketingis menejerebisTvis es monacemebi
advilad xelmisawvdomia.
monacemTa bazaSi informacia sxvada-
sxva wyarodan SeiZleba Sevides. buRal-
terebi monacemTa bazas awvdian finansur
angariSebs, gayidvebis maCveneblebsa da xar-
jebis CamonaTvals. warmoebidan miedineba
produqciis warmoebis grafikebis, gadazid-
vebisa da maragebis moculobis Sesaxeb
monacemebi. gayidvebis personali ityobineba
gadamyidvelebis reaqciisa da konkurentebis
saqmianobebis Sesaxeb. marketingis departa-
menti iZleva informacias miznobrivi myid-
velis demografiis, fsiqografiisa da
Sesyidvis qcevis Sesaxeb. myidvelTa momsax-
urebis ganyofileba agrovebs myidvelis
kmayofilebasa da momsaxurebasTan dakavSi-
rebuli problemebis nusxas. SesaZloa erTi
departamentisaTvis Catarebulma kvlevam
sxva departamentebi sasargeblo informa-
ciiT uzrunvelyos.
qveviT moyvanilia magaliTi, Tu rogor
iyenebs kompania Sida monacemTa bazas ukeTesi
marketinguli gadawyvetilebis misaRebad:
kompania USAA finansuri momsaxu-
rebiT uzrunvelyofs aSS-is samxedro
Zalebis personalsa da maT ojaxebs. igi
flobs monacemTa bazas, romelSic
ganTavsebulia informacia momxmarebel-
Ta Sesyidvebis istoriis Sesaxeb. in-
formaciis sizustisTvis kompania regu-
larulad ikvlevs Tavis 5 milion
momxmarebels mTel msoflioSi. am
■ finansuri momsaxurebis mimwodebeli USAA iyenebs Tavis didi
moculobis bazas, raTa moargos marketinguli Zalisxmeva indi-
vidualuri momxmareblebis specifikur saWiroebebs. amiT kompa-
nia Tavisi klientebis 96 procents inarCunebs.

116. 112 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
mmaarrkkeettiinngguullii ddaazzvvee--
rrvvaa (Marketing
intelligence)
marketingul gare-
moSi arsebuli kon-
kurentebisa da miR-
wevebis Sesaxeb,
sajarod gavrcele-
buli, informaciis
sistematuri Seg-
roveba da analizi.
dros zustdeba maTi sacxovrebeli adgilis misamarTi, hyavT Tu ara
bavSvebi (da Tu hyavT, ramdeni wlisani arian) da a.S. es monacemebi
gamoyenebili iqneba marketinguli SeTavazebebis modifikaciisas, raTa
isini momxmareblebis moTxovnilebebs metad Seesabamebodnen.
magaliTad,Tu ojaxSi kolejis asakis bavSvebi arian,USAA am bavSvebs
ugzavnis informacias, rogor unda isargeblon sakredito baraTebiT.
Tu ojaxs ufro mcirewlovani bavSvebi hyavs, igi ugzavnis bukletebs
ganaTlebis dafinansebis Sesaxeb. im momxmareblebisaTvis, romlebic
pensiaze gasvlas elian, agzavnis informacias uZravi qonebis marTvis
Sesaxeb. monacemTa bazis ostaturi gamoyenebiT USAA TiToeul momx-
marebels individualurad emsaxureba, Sedegad ki umaRles erTgu-
lebas imsaxurebs _ 8.6 miliardi dolaris Semosavlis mqone kompania
sakuTari myidvelebis 97 procents inarCunebs.5
rogorc wesi, sxva informaciul wyaroebTan SedarebiT, Sida monacemTa
baza xelmisawvdomia ufro swrafad da iafad. Tumca SesaZloa marketinguli
gadawyvetilebebis misaRebad Sida monacemebi arasrulad an araswori formiT
iyos warmodgenili. es ganpirobebulia imiT, rom, Tavis droze, es monacemebi
sxva mizniT iyo Segrovebuli. magaliTad, gayidvebisa da xarjebis monacemebi,
romlebsac buRalteria finansuri dokumentebis mosamzadeblad iyenebs,
sxvadasxva segmentis momgebianobis Sefasebis dros ar gamodgeba, Tu misi
gadaxaliseba ar moxda. garda amisa, monacemebi swrafad Zveldeba. mudmivad
axali monacemebis Semcveli monacemTa bazis SenarCuneba sakmaod did
Zalisxmevas saWiroebs. aseve, didi kompania uzarmazari moculobis informa-
cias flobs da misi Tvalyuris devneba sakmaod rTulia. imisaTvis rom mene-
jerebma monacemTa bazis informacia advilad moipovon da efeqturad
gamoiyenon, igi kargad integrirebuli da advilad xelmisawvdomi unda iyos.
mmaarrkkeettiinngguullii ddaazzvveerrvvaa
mmaarrkkeettiinngguullii ddaazzvveerrvviiss mizania strategiuli gadawyvetilebebis miRebis pro-
cesis gaumjobeseba, konkurentebis qmedebebis Tvalyuris devneba da Sefaseba,
sabazro sivrceSi SesaZleblobebisa da safrTxeebis winaswar ganWvreta.
konkurentebis Sesaxeb informaciis Segrovebis process sul ufro meti
da meti kompania iyenebs. amisTvis gamoyenebuli teqnologiebi mravalferova-
nia: dawyebuli konkurentebis internetgverdebis SeswavliT,savaWro Cvenebebze
siaruliTa da TanamSromlebis gamokiTxviT, damTavrebuli konkurentebis pro-
duqciis benCmarkingiT.
sakmaod didi moculobis informaciis Segroveba SesaZlebelia
konkurenti kompaniis momsaxure personalisgan. ganvixiloT Semdegi magaliTi.
metoqis soroSi jaSuSebi yovelTvis ukana kariT ar Sedian. zog-
jer isini mis samyofelSi ubralod Seabijeben da maspinZelic maT
zrdilobianad xvdeba. bob ailingma, British Airways-is yofilma mTavarma
aRmasrulebelma, Tavis Tavze aiRo jaSuSis misia. igi axlad gaxsnil
EasyJet-s estumra... ailingi daukavSirda kompaniis damaarsebel ste-
lios haji-ioanous da Sexvedraze SeuTanxmda. igi amtkicebda, rom
moxibluli iyi berZeni mewarmiT, romelmac iaffasiani aviakompaniis
formulis SemuSaveba SeZlo. jahi-ioanousi ara marto daTanxmda ail-
ings Sexvedraze, aramed sakuTari biznesgegmac ki gaacno. [erTi wlis
Semdeg British Airways-is] winsvlac daiwyo. es iyo EasyJet-is zusti asli.
`igive TviTmfrinavebi, igive pirdapiri bileTebi, meoradi aeroportis
gamoyeneba da igive azri TviTmfrinavis bortze sauzmis SeTavazebis
Sesaxeb. maT warmatebas miaRwies Cvengan moparuli biznesmodelis
saSualebiT – es, marTlac rom, efeqturi jaSuSoba iyo.~6
informaciis mopoveba kompanias SeuZlia mimwodeblebisagan, gadamyid-
velebisagan da saboloo myidvelebisagan. konkurentebze dakvirvebis saSua-
lebiT SesaZlebelia sasargeblo informaciis miReba. kompanias SeuZlia
SeiZinos da Seamowmos konkurentis produqcia, Tvalyuri adevnos maTi
vaWrobis dinamikas, Seamowmos sapatento biuroSi Sesuli axali monacemebi da
moinaxulos maTi Senoba-nagebobebi. magaliTad, erT-erTi kompania regularu-
lad amowmebda konkurenti maRaziis win mdebare avtosadgoms. Tu is savse iyo,

117. TTaavvii 44 marketinguli informaciis marTva 113
es saqmisa da biznesis ayvavebis niSani iyo.
zogierT kompanias Tavisi konkurentis
narCenebic ki mouparavs. iuridiulad, nar-
Cenebi ganixileba, rogorc Senobis gareT
darCenili mitovebuli sakuTreba. amgvari
qmedebis dros amxiles Oracle-is TanamSro-
meli, romelic Microsoft-is nagvis did kon-
teinerSi iqeqeboda. Microsoft-ma xmamaRali
protesti gamoTqva, magram incidentis Sem-
dgomi gamoZieba aRar gagrZelda. teqnikuri
TvalsazrisiT, Cadenili qmedeba danaSaulad
ar CaiTvala. arsebobs kidev erTi SemTxveva,
rodesac Procter & Gamble-ma Tavisi metoqe
Unilever-is `did konteinerSi Cayo cxviri~.
maTi samizne Unilever-is Tmis movlis pro-
duqtebi iyo, romlebic P&G-s Pantene-sa da
Head&Shoulder-s konkurencias uwevdnen.
`sabolood, es qmedeba sakmaod warmatebuli
aRmoCnda, — aRniSnavs analitikosi, _ P&G-ma
dawvrilebiTi informacia moipova Unilever-is
brendebis Sesaxeb~. rodesac P&G-is xelmZR-
vanelobam Seityo, ra meTodiT iyo mopove-
buli informacia, maT saswrafod Sewyvites
proeqti da sakuTari nebiT acnobes Unilever-
s momxdaris Sesaxeb. P&G-ma ganacxada, rom
maT konteinerze ganxorcielebulma ieriSma
`daarRvia Cveni biznespolitikis ZiriTadi
kursi~.7
konkurentebs SeuZliaT moipovon
dazver-viTi informacia yovelwliuri angariSebis, saqmiani gamocemebis,
savaWro Cvenebebis, presrelizebis, reklamebisa da veb-gverdebis saSualebiT.
aRmoCnda, rom konkurentebis Sesaxeb informaciis Sesagroveblad interneti
erT-erTi yvelaze efeqturi saSualebaa. dRes Zalian bevri kompania myid-
velebis, partniorebisa da mimwodeblebis misazidad didi moculobis
detalur informacias ganaTavsebs veb-gverdebze.8
awarmoeT Tqveni metoqeebis veb-gverdebis aRricxva, raTa maTi
produqciis seriis nebismieri ganaxleba an cvlileba SeamCnioT.
ganaxorcieles Tu ara saitis xelaxali dizaini? Secvales Tu ara
mizani? ra informacias gvawvdis saZiebeli grafa metoqis Sesaxeb? ra
informacias gvawvdis presa maT Sesaxeb? maTi produqtebis sia? am da
sxva kiTxvebze mogiwevT pasuxis gacema. `xSirad klientebi gaoce-
bulni rCebian, ramdeni ramis gageba aris SesaZlebeli, _ ambobs kon-
sultanti, _ isini TavianTi yoveldRiuri saqmianobiT arian dakave-
bulni da verc ki aanalizeben, ramdenad bevri informaciis mopoveba
SeiZleba kompiuteris Rilakze TiTis ramdenjerme daWeriT.~
informaciis mopovebiT dainteresebul pirebs aseve SeuZliaT naxon
aTasobiT onlainmonacemTa baza. zogierTi maTgani ufasoa. magaliTad, aSS-is
fasiani qaRaldebisa da savaluto operaciebis komisiis onlainmonacemTa baza
aerTianebs finansur informacias sajarod marTul kompaniebze (saaqcio sazo-
gadoebebze), aSS-is sapatento biuros monacemTa bazaSi SesaZlebelia kom-
paniebis mier dapatentebuli sakiTxebis naxva. garkveul safasurad ki, kom-
paniebs SeuZliaT registracia internetSi arsebul 3000-ze met monacemTa
bazaSi da informaciis saZiebo veb-gverdebze: Dialog, DataStar, LEXIS-NEXIS, Dow
Jones News Retrieval, UMI ProQuest da Dun & Bradstreet’s Online Access.
kompaniebi konkurentebis mizandasaxuli marketinguli dazvervis mcde-
lobebis sawinaaRmdego zomebsac ki iReben. magaliTad,Uniliver-ma konkurentuli
dazvervis sawinaaRmdego treningebi daiwyo. rogorc Unilever-is yofili
TanamSromeli ambobs, `Cven miTiTebebs gvaZlevdnen rogorc informaciis
dacvis, aseve konkurentebisagan misi mopovebis Sesaxeb. yovelTvis gvafrTxi-
lebdnen, rom mogzaurobisas zedmeti arasdros gvelaparaka. . . imasac ki gveub-
■ Procter & Gamble-ma Tavisi metoqe Unilever-is `did konteinerSi Cayo
cxviri~. rodesac P&G-is xelmZRvanelobam Seityo, Tu ra meTodiT
iyo mopovebuli informacia, maT saswrafod Sewyvites proeqti da
sakuTari nebiT acnobes Unilever-s momxdaris Sesaxeb.

118. 114 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
nebodnen, rom konkurentTa jaSuSi im kompaniis samarSruto taqsis mZRolic ki
SeiZleboda aRmoCeniliyo, romlis momsaxurebiTac Cven vsargeblobdiT~.
Unilever-i Sida usafrTxoebisaTvis moulodnel ASemowmebebsac awarmoebs.
`erT-erT [Sida marketingul] konferenciaze specialurad daqiravebuli msax-
iobi mivugzavneT Cvens TanamSromlebs. idea mdgomareobda imaSi, rom gvenaxa,
vin daelaparakeboda mas? ramden xans gagrZeldeboda saubari? ramden xanSi
mixvdeboda TanamSromeli, rom igi SesaZlo konkurenti kompaniis warmomad-
geneli iyo? saerTod, ieWvebda Tu ara rames? yvelaferi imiT dasrulda, rom
msaxiobi didi xnis ganmavlobaSi esaubreboda TanamSromelTa mTel koleq-
tivs~,9 – ambobs kadrebis marTvis departamentis yofili ufrosi.
marketinguli dazvervis xSiri gamoyeneba rig eTikur sakiTxebs wamowevs
win. miuxedavad imisa, rom CamoTvlili teqnologiebis umetesoba kanonieria,
zogierTis moraluroba SesaZloa eWvqveS dadges. cxadia, kompaniebma sajarod
xelmisawvdomi informaciis upiratesobebiT unda isargeblon, magram
TvalTvali mainc ganagrZon, Tumca yvelaferi eTikis normebis dacviT unda
gaakeTon.
mmaarrkkeettiinngguullii kkvvlleevvaa
konkurentebisa da sabazro sivrcis Sesaxeb informaciis mopovebis garda, mar-
ketologebs xSirad garkveuli situaciebis formaluri Seswavla sWirdebaT.
magaliTad, Sears-Tvis saWiroa imis codna, Tu ra iqneba misi korporaciuli
sareklamo kampaniis yvelaze efeqturi gza; Toshiba dainteresebulia, icodes, ra
kategoriis kompaniebi an pirovnebebi Seisyidian mis axal, uswrafes
nouTbuqebs. aseT situaciebSi marketinguli dazverva ver SeZlebs saWiro
informaciiT uzrunvelyofas. am SemTxvevebSi menejerebs marketinguli kvleva
exmareba.
mmaarrkkeettiinngguullii kkvvlleevvaa aris organizaciis specifikur marketingul
situaciasTan dakavSirebuli monacemebis sistemuri Segroveba, analizi da
moxsenebis momzadeba. marketinguli kvlevis gamoyenebis areali farToa:
myidvelTa kmayofilebisa da Sesyidvis qcevis gageba, bazris potencialisa da
sabazro wilis Sefaseba, faswarmoqmnis, sareklamo kampaniisa da distribuciis
efeqturobis gazomva da a.S.
zogierT did kompanias (Kraft-i, Citigroup-i) marketinguli kvlevis sakuTari
departamenti gaaCnia. garda amisa, es kompaniebi garedan qiraoben specialis-
tebs, romlebic menejerebTan erTad garkveul marketingul problemebze
muSaoben. zogjer firmebi marketinguli kvlevebis Camtarebeli kompaniebisa-
gan monacemebs,ubralod,Seisyidian,rac maT gadawyvetilebis miRebis procesSi
exmareba.
marketinguli kvlevis procesi oTx safexurs moicavs (ixileT suraTi 4.2):
1. marketinguli problemisa da kvlevis miznebis gansazRvra; 2. kvlevis gegmis
Camoyalibeba; 3. kvlevis gegmis ganxorcieleba; 4. Sedegebis ganmarteba da
angariSis wardgena.
pprroobblleemmiissaa ddaa kkvvlleevviiss mmiizznneebbiiss ggaannssaazzRRvvrraa.. marketingisa da marketinguli
kvlevis specialistebis erToblivi mWidro TanamSromlobis Sedegia prob-
lemis gansazRvra da kvlevis miznebze SeTanxmeba. menejerma yvelaze kargad
icis, ra informacia sWirdeba mas, xolo mkvlevari ki saukuTesod erkveva mar-
ketingul kvlevasTan dakavSirebul sakiTxebSi da icis, rogor SeiZleba aseTi
informaciis mopoveba.
xSirad, kvlevis procesis urTulesi safexuri problemisa da kvlevis
miznebis gansazRvraa. menejerma SesaZloa icis, rom arsebobs raRac problema,
magram ar icis am problemis gamomwvevi mizezi. magaliTad, New Coke-is
SemTxvevaSi, Coca-Cola-m Tavisi problemis gamomwvevi mizezebidan mxolod
erTze gaamaxvila yuradReba, rac misTvis katastrofuli aRmoCnda. sxva
mmaarrkkeettiinngguullii kkvvlleevvaa
(Marketing research)
organizaciis speci-
fikur marketingul
situaciasTan dakav-
Sirebuli monaceme-
bis sistemuri Seg-
roveba, analizi da
moxsenebis momzadeba.
ssuurraaTTii 44..22
marketinguli kvlevis pro-
cesi

119. TTaavvii 44 marketinguli informaciis marTva 115
aaRRmmooCCeenniiTTii kkvvlleevvaa
(Exploratory research)
marketinguli kvl-
eva, romlis mizania
winaswari monaceme-
bis Segroveba, rac
problemis gansazRv-
risa da axali hipo-
Tezebis SeTavazebis
saSualebas iZleva.
aaRRwweerriiTTii kkvvlleevvaa
(Descriptive research)
marketinguli kvl-
eva, romlis mizania,
ukeTesad aRweros
marketinguli prob-
lemebi, situaciebi an
bazrebi.
mmiizzeezzSSeeddeeggoobbrriivvii
kkvvlleevvaa (Causal research)
marketinguli kvleva,
romlis mizania mi-
zezsa da Sedegs So-
ris urTierTobis hi-
poTezebis Semowmeba.
magaliTSi Camofasebuli saqonliT movaWre kompaniis menejmentma naadrevi
gadawyvetileba miiRo da vaWrobis Semcirebis mizezad mwiri reklama miiCnia,
ris Sedegadac kvleva Caatares sareklamo kampaniis efeqturobis Sesaxeb. kvl-
evam aCvena, rom mimdinare reklama xalxs sworad miewodeboda da gzavnilic
sworad iyo SerCeuli. realuri problema ki iyo is, rom maRazia ar uzrunve-
lyofda reklamaSi Sepirebul fasebs, produqtis arCevansa da momsaxurebas.
problemis ufro gulmodgine gansazRvra Tavidan aacilebda arasaWiro
kvlevasTan dakavSirebul xarjebs.
mas Semdeg, rac problemis zusti gansazRvra moxdeba, yuradReba kvlevis
miznebze unda gamaxvildes. marketinguli kvlevis proeqts SesaZloa sami
saxis mizani hqondes. aaRRmmooCCeenniiTTii kkvvlleevviiss mizani aris winaswari monacemebis
Segroveba, rac problemis gansazRvrisa da axali hipoTezebis SeTavazebis
saSualebas iZleva. aaRRwweerriiTTii kkvvlleevviiss mizania,, aRweros iseTi sakiTxebi,
rogorebic aris bazris potenciali an momxmarebelTa produqtisadmi
damokidebuleba. mmiizzeezzSSeeddeeggoobbrriivvii kkvvlleevviiss mizani aris mizezsa da Sedegs
Soris urTierTobis hopoTezebis Semowmeba. magaliTad, gamoiwvevs Tu ara
kerZo kolejSi swavlebis safasuris 10%-iT Semcireba aplikantTa raodenobis
proporciul zrdas? xSirad, menejerebi jer aRmoCeniT kvlevas atareben,
Semdeg ki aRweriT an mizezSedegobrivs.
problemis ganacxadi da kvlevis miznebi mTliani kvlevis process
warmarTavs. es ganacxadi werilobiT unda damowmdes, rac kvlevis miznebze
SeTanxmebulobaze miuTiTebs.
kkvvlleevviiss ggeeggmmiiss CCaammooyyaalliibbeebbaa.. mas Semdeg, rac gansazRvrulia problemebi da
miznebi, mkvlevarebma zustad unda icodnen, Tu ra informacia aris saWiro,
Seadginon misi Segrovebis efeqturi gegma da es gegma xelmZRvanelobas
warudginon. kvlevis gegma gansazRvravs arsebuli monacemebis wyaroebs da
aRniSnavs kvlevis garkveul midgomebs, meTodebs, SerCevis gegmebsa da im
saSualebebs, romlebsac mkvlevarebi axali monacemebis SegrovebisaTvis
gamoiyeneben.
kvlevis miznidan gamomdinare xdeba garkveuli informaciis saWiroebis
dadgena. magaliTad, davuSvaT, Cambell-s surs, gaigos, ra reaqcia eqneba wvnianis
momxmarebels axali, Tasis formis konteinerze. konteineri mis sxva
produqtebSic gvxvdeba da sakmao warmatebiTac sargeblobs. axali produqti
ufro Zviri eRireba, magram momxmarebels saSualeba eqneba, igi mikrotalRovan
RumelSi Sedgas da Semdeg wvniani pirdapir iqidan miirTvas. es kvleva Semdegi
saxis informaciis moZiebas moiTxovs:
■ wvnianis momxmareblebis demografiuli, ekonomikuri da cxovrebis stilis
maxasiaTeblebi (saqmiani wyvilisaTvis, albaT, xelsayrelia axali SesafuTi
Tasis SeZena,Tundac ufro met fasad; bavSvian ojaxebs ki urCevniaT,naklebi
gadaixadon da meti WurWeli garecxon).
■ wvnianis moxmarebasTan dakavSirebuli sakiTxebi: sad, rodis da ra raodeno-
bis wvnians miirTmeven (axali SefuTva idealurad moergeba mozardebs, rom-
lebic dRis ganmavlobaSi ubralo waxemsebiT kmayofildebian, magram nakle-
bad mosaxerxebelia im mSoblebisaTvis, romlebic tradiciul sadils
marTaven).
■ sacalo movaWreTa reaqcia axal SefuTvaze (sacalo movaWreTa mxardaWeris
ararseboba axali SefuTvis warmatebas zians miayenebs).
■ momxmarebelTa damokidebuleba axali SefuTvisadmi (miiReben Tu ara momx-
mareblebi axal SefuTvas?)
■ orive, rogorc axali, aseve Zveli, SefuTviT produqtis gayidvebis prog-
nozireba (gazrdis Tu ara axali SefuTva Cambell-is mogebas?)
axali SefuTvis wardgenamde Cambell-is menejerebi unda flobdnen am da
sxva saxis informacias.
kvlevis gegma werilobiT unda Camoyalibdes. es gansakuTrebiT mniSvne-
lovania maSin, rodesac kvlevis proeqti kompleqsuri xasiaTisa da didi mocu-
lobisaa. an rodesac mas sxva kompania axorcielebs. SeTavazeba unda
moicavdes menejmentis mier aRniSnul problemebsa da kvlevis dasaxul

120. 116 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
miznebs, mosapovebel informaciasa da gzebs. SeTavazebaSi aseve aRniSnuli
unda iyos kvlevis xarjebi.
imisaTvis rom menejerebisaTvis saWiro informaciis Segroveba moxdes,
SesaZloa gamoyenebul iqnas meoreuli monacemebi, pirveladi monacemebi, an
orive erTad. mmeeoorreeuullii mmoonnaacceemmeebbii aris informacia, romelic ukve arsebobs da
Segrovebulia sxva miznebisaTvis. ppiirrvveellaaddii mmoonnaacceemmeebbii aris informacia,
romelsac mocemuli miznisaTvis agroveben.
mmeeoorreeuullii mmoonnaacceemmeebbiiss SSeeggrroovveebbaa.. Tavidan, mizanSewonilia meoreuli monaceme-
bis SegrovebiT dawyeba. amisaTvis sasargeblo wyaros kompaniis Sida
monacemTa baza warmoadgens, Tumca kompaniis gareT arsebobs informaciuli
wyaroebis farTo arCevani (cxrili 4.1).
kompaniebs SeuZliaT Seisyidon meoreuli monacemebi.10 magaliTad, kompania
Information Resources Inc. yidis supermarketebSi Sesyiduli saqonlis skanirebis
monacemebs. am monacemebis saSualebiT SesaZlebelia aSS-is 55000 ojaxis
Sesyidvebis sixSiris, brendis erTgulebisa da myidvelis demografiuli
monacemebis Sefaseba. kompania Yankelovich and Partners-i yidis informacias
mniSvnelovani socialuri da cxovrebis stilis tendenciebis Sesaxeb. aseT
firmebs gaaCniaT maRali xarisxis monacemebi, romlebic mravali marketinguli
kvlevis miznebs saWiro informaciiT uzrunvelyofs.
komerciuli, oonnllaaiinnmmoonnaacceemmTTaa bbaazziiss gamoyenebac aris SesaZlebeli.
CompuServe-ma, Dialog-ma da LEXIS-NEXIS-ma marketologebs warmoudgeneli mocu-
lobis informacia pirdapir `cxvirwin~ ganuTavsa. komerciuli veb-gverdebis
garda, TiTqmis yvela biznesasociacia, samTavrobo saagento, biznespublikacia
da sainformacio saSualebebi ufaso informacias sTavazoben sazogadoebas.
dResdReobiT, monacemebs imdenad bevri veb-gverdi
awvdis, rom maT Soris Sesaferisis povna Zalian
Znelia.
meoreuli monacemebis mopoveba ufro nakleb
drosa da xarjebs moiTxovs, vidre pirveladis.
magaliTad, Campbell-is SemTxvevaSi, saWiro monace-
mebis mopoveba internetisa da onlain monacemTa
bazis saZieblis saSualebiT ufro swrafad da
mcire danaxarjebiT moxdeba. pirveladi monaceme-
bis Sesagroveblad ki saWiroa Tveebi da aTaso-
biT dolari. agreTve, xandaxan meoreuli wyaroebiT
xdeba iseTi saxis monacemebiT uzrunvelyofa,
romelTa Segroveba erTi kompaniisaTvis sakuTari
saxsrebiT SeuZlebelia. magaliTad, Cembell-Tvis
sakmaod did TanxebTan iqneba dakavSirebuli
sacalo maRaziis grZelvadiani auditis marTva,
raTa gaarkvios konkurentebis sabazro wili,
fasebi da brendis maCveneblebi. magram mas
SeuZlia Information Resources Inc.-gan InfoScan-is mier
mopovebuli monacemebi Seisyidos.
meoreul monacemebSi SesaZloa saWiro
informacia, ubralod, ar arsebobdes – meoreuli
wyaroebi iSviaTad uzrunvelyofen mkvlevarebs
maTTvis saWiro yvela monacemiT. magaliTad, Tu
Cambell-i bazarze wvnians axali SefuTviT ar
ganaTavsebs, igi momxmareblis reaqciis Sesaxeb
informacias ver moipovebs. im SemTxvevaSic, Tu
monacemebs moiZieben, SesaZloa ver gamoiyenon.
mkvlevarebma dakvirvebiT unda Seafason meo-
reuli monacemebi, raTa darwmundnen mis
SesatyvisobaSi (ramdenad Tanxvdeba proeqtis
saWiroebebs), sizusteSi (saimedod Segrovebuli
da aRricxuli), siaxleSi (sakmarisad ganaxlebu-
lia Tu ara) da miukerZoeblobaSi (obieqturad
Segrovebuli da aRricxuli).
mmeeoorreeuullii mmoonnaacceemmeebbii
(Secondary data)
informacia, romelic
ukve arsebobs da
Segrovebulia sxva
miznebisaTvis.
ppiirrvveellaaddii mmoonnaa--
cceemmeebbii (Primary data)
informacia, romel-
sac mocemuli mizni-
saTvis agroveben.
oonnllaaiinnmmoonnaacceemmTTaa
bbaazzaa (Online databases)
informaciis kompi-
uteruli wyaroebi,
romlebic xelmisawv-
domia komerciuli
onlain saSualebe-
biT an internetiT.
■ onlainmonacemTa bazis iseTma momsaxurebam, rogoric
aris Dialog-i, marketologebs warmoudgeneli moculobis
informacia pirdapir `cxvirwin~ ganuTavsa. Dialog-ma `in-
formacia, romelic Secvlis an mTlianad msoflios, an
kerZod Tqvens garemos~, Tqvens TiTebTan ganaTavsa.

121. TTaavvii 44 marketinguli informaciis marTva 117
ccxxrriillii 44..11 SerCeuli kompaniis gareT arsebuli sainformacio wyaroebi
bbiizznneess mmoonnaacceemmeebbii::
AC Nielsen kkoorrppoorraacciiaa (www.acnielsen.com) uzrunvelyofs supermarketebis skanerebis mier aRricxul monacemebs
gayidvebis, bazris wilisa da sacalo vaWrobis fasebis Sesaxeb; saojaxo Sesyidvebis monacemebi; monacemebi
satelevizio mayureblebis Sesaxeb.
Information Resources Inc. (www.infores.com) uzrunvelyofs supermarketis skaneris monacemebs sasursaTo produqtebis
moZraobisa da axali produqtebis Sesyidvis Sesaxeb.
Arbitron (www.arbitron.com) uzrunvelyofs informacias adgilobriv bazrebze da internetradios msmenelebsa da
sareklamo xarjebze.
NDC Health Information Service (www.ncdhealth/com) uzrunvelyofs informacias medikamentebis, laboratoriuli
nivTebisa da individualuri zrunvis produqtebis Sesaxeb.
Simmons Market Research Bureau (www.smrb.com) uzrunvelyofs SerCeul bazrebze produqciis 400 kategoriis
momxmarebelTa qcevis analizs.
Dun & Bradstreet (www.dnb.com) monacemTa baza, romelic moicavs informacias msoflioSi 50 milionze meti indivi-
dualuri kompaniis Sesaxeb.
Media Metrix (www.mediametrix.com) msoflioSi arsebuli internetisa da cifruli mediis momxmarebelTa geode-
mografiuli analizi.
Dialog (http://library.dialog.com) sTavazobs ABI/INFORM-is xelmisawvdomobas. monacemTa baza, romelic moicavs samec-
niero naSromebs 800-ze meti samecniero Jurnalidan.
LEXIS-NEXIS (www.lexis-nexis.com) statiebi biznesis, momxmareblebis qcevisa da marketinguli publikaciebidan,
amasTan erTad, firmebis, industriebis, tendenciebisa da teqnologiebis Tvalyuris devneba.
CompuServe (www.compuserve.com) uzrunvelyofs biznes da samomxmareblo bazrebis demografiis, samTavrobo
moxsenebebisa da patentis Canawerebis, agreTve, sagazeTo statiebisa da kvlevis angariSebis monacemTa bazebis
xelmisawvdomobas.
Dow Jones Interactive (www.djinteractive.com) aqcioneruli da kerZo kompaniebis Sesaxeb detaluri finansuri, istoriu-
li da saeqspluatacio informacia.
Hoover's Online (www.hoovers.com) uzrunvelyofs biznesis daxasiaTebebs, zogad monacemebs finansuri mdgomareobis
Sesaxeb da msoflios msxvil kompaniebTan dakavSirebul siaxleebs.
CNN (www.cnn.com) aSS-sa da msoflio siaxleebi.
American Demographics (www.americandemographics.com) uzrunvelyofs informacias aSS-Si arsebuli demografiuli ten-
denciebis Sesaxeb.
ssaammTTaavvrroobboo mmoonnaacceemmeebbii::
ffaassiiaannii qqaaRRaallddeebbiissaa ddaa ssaavvaalluuttoo ooppeerraacciieebbiiss kkoommiissiiiiss Edgar-is monacemTa baza (www.sec.gov) monacemTa baza aSS-
is korporaciebis Sesaxeb.
mmcciirree bbiizznneessiiss aaddmmiinniissttrraacciiaa (www.sba.com) informacia mcire biznesmenTaTvis.
ffeeddeerraalluurrii vvaaWWrroobbiiss kkoommiissiiaa (www.ftc.com) momxmarebelTa dacvasa da monopoliur kanonebTan dakavSirebuli
instruqciebi da gadawyvetilebebi.
Stat-USA (www.stat-usa.gov) asaxavs aSS-is biznesisa da saerTaSoriso vaWrobis statistikas.
U.S.Census (www.census.gov) aSS-is mosaxleobis detaluri statistikuri monacemebi da tendenciebi.
aaSSSS--iiss ppaatteennttiissaa ddaa ssaavvaaWWrroo mmaarrkkeebbiiss ooffiissii (www.uspto.gov) informacia savaWro markebisa da patentebis Sesaxeb.
iinntteerrnneettmmoonnaacceemmeebbii::
Cyber Atlas (hptt://cyberatlas.internet.com) informacia internetisa da misi momxmareblebis Sesaxeb, momxmareblebidan el-
komerciamde.
Interactive Advertising Bureau (www.iab.net) statistikuri monacemebi internetreklamirebis Sesaxeb.
Jupiter Research (www.jupiterresearch.com) veb-moZraobis kontroli da yvelaze popularuli saitebis klasifikacia.
ppiirrvveellaaddii mmoonnaacceemmeebbiiss SSeeggrroovveebbaa.. kvlevis dasawyebad meoreuli monacemebiT
xelmZRvanelobas kargi Sedegi moaqvs da xSirad misi saSualebiT xdeba prob-
lemis sabolood identificireba da miznebis gansazRvra. rogorc meoreuli
monacemebis SemTxvevaSi, aseve pirveladi monacemebis Segrovebis dros monace-
mebi unda iyos Sesatyvisi, zusti, axali da miukerZoebeli. cxrili 4.2
gviCvenebs, rom pirveladi monacemebis Segrovebis dros Semdegi gadawyvetile-

122. 118 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
bebis miReba xdeba kvlevis saxeobis, dakavSirebis meTodis, SerCevis gegmisa da
kvlevis saSualebebis Sesaxeb.
kkvvlleevviiss ssaaxxeeoobbaa.. pirveladi monacemebis Segrovebis kvlevis saxeobebi aris
dakvirveba, gamokiTxva da eqsperimenti. ddaakkvviirrvveebbiiss dros xdeba pirveladi
monacemebis mopoveba Sesabamis xalxze, qmedebebsa da situaciebze dakvirvebiT.
magaliTad, SefuTuli samomxmareblo saqonlis marketologi SesaZloa
ewvios supermarkets da daakvirdes maRaziebSi moxetiale myidvelebs – Tu
rogor eZeben TavianTTvis saWiro saqonels, rogor amowmeben SefuTvas, ras
akvirdebian saqonlis SerCevisas da rogor iReben SeZenis gadawyvetilebas.
banki axali filialis gaxsnisas im arealSi akvirdeba SesaZlo adgilebs da
mdgomareobas, afasebs transportis moZraobasa da konkurenti bankebis filia-
lebis arsebobas. Fisher-Price-ma laboratoriac ki daaarsa, sadac axal saTa-
maSoebze patara bavSvebis reaqcias akvirdebian.
Fisher-Price-is saTamaSoebis gamosacdeli laboratoria aris
mziani, mimofantuli saTamaSoebiT savse garemo, sadac 1961 wlidan
iRbliani bavSvebi Fisher-Price-is saTamaSoebis sacdel modelebs
amowmeben. dRes sami biWi da sami gogo, yvela oTxi wlis asakis,
miiCqaris Sesasvlelisken. ori biWi mSvidad, magram sakmaod mtkiced,
eqaCeba axali, distanciuri marTvis manqanas – uaxles produqts.
gogonebi ki srialeben, raTa gaCerdnen patara Tojinebis saxlTan.
calmxrivad daburuli minis miRma ki saTamaSoebis dizainerebi
yuradRebiT Seiswavlian bavSvebis moZraobebs, xandaxan gamodian da
maTTan erTad TamaSoben kidec. laboratoriaSi saTamaSoebis Seqmna
da (Semowmebulis) ganadgureba harmoniulad erwymis erTmaneTs. am
bavSvebTan erTad rvakviriani ganxilvis Sedegad dizainerebi aTobiT
saTamaSos amowmeben da mouxerxebel modelebs iwuneben. amis Semdeg,
Sedegebis gadasinjvis Sedegad, am saTamaSoebidan bavSvebisaTvis yve-
laze misaRebi amoirCeva.11
ccxxrriillii 44..22 pirveladi monacemebis Segrovebis dagegmva
kkvvlleevviiss ddaakkaavvSSiirreebbiiss SSeerrCCeevviiss kkvvlleevviiss
ssaaxxeeoobbaa mmeeTTooddeebbii ggeeggmmaa ssaaSSuuaalleebbeebbii
dakvirveba fostiT amonakrebis erTeuli kiTxvari
gamokiTxva telefoniT amonakrebis zoma meqanikuri instrumentebi
eqsperimenti pirispir SerCevis procedura
internetiT
ddaakkvviirrvveebbaa
(Observational research)
kvlevis saxeoba, rom-
lis drosac pirve-
ladi monacemebis
mopoveba xdeba
Sesatyvis xalxze,
qmedebebsa da situa-
ciebze dakvirvebiT.
■ dakvirveba: Fisher-Price-ma Seqmna saTamaSoebis gamosacdeli laboratoria, sadac mas SeuZlia daakvirdes patara bavSvebis
reaqciebs axal saTamaSoebze.

123. TTaavvii 44 marketinguli informaciis marTva 119
dResdReobiT, bevri kompania iyenebs eTnografiul kvlevas, rac mkvlevaris
mier momxmareblebisTvis maTsave `bunebriv garemoSi~ dakvirvebas gulisxmobs.
mkvlevarebi momxmarebels axlodan akvirdebian, raTa Seiswavlon, rogor
iyeneben da ras fiqroben isini gansazRvrul produqtsa Tu momsaxurebaze.
ganvixiloT Semdegi magaliTi.
oTxi wlis win, Sunbeam-s surda Tavisi Coleman-is brendis (kompa-
nia cnobilia misTvis damaxasiaTebeli muqi mwvane SefuTuli
farnebiTa da wiTeli macivrebiT) gafarToeba gazze momuSave mayalis
gamoSvebiT. magram kompaniis menejmenti ver wyvetda, Tu rogori
dizainiT daemzadebinaT da bazris ra pozicia daekavebinaT. saaTobiT
Catarebuli fokus-jgufebisa da auracxeli kvlevis Sedegad
miRebuli monacemebi TiTqos sakmarisi ar iyo. `Cven vicodiT, rom
Zalian bevr adamians uyvarda mayalze Semwvari xorci, gansakuTrebiT
ki kacebs, _ ambobs Sunbeam-is marketologi, _ magram isini (momxmare-
blebi) am siyvarulis mizezs ver xsnidnen.~ Sunbeam-is menejmentma
daxmarebisaTvis eTnografiul kvlevas mimarTa. mkvlevarebma moimar-
jves kamerebi da am produqtis moxmarebis adgilisken gaeSurnen. es ki
saxlis ukana ezo aRmoCnda, sadac mayali dgas da madis aRmZvreli
mwvadebi iwveba. mayalis garSemo Sekrebil biWebze dakvirvebam da
maTi laparakis mosmenam gundi sabolood swor gzaze daayena: may-
alis mTavari datvirTva mxolod hamburgeris an hoT-dogis momzadeba
ar aris. is aris ojaxis Sekrebis `Tbili~ adgili. Sesabamisad,
Coleman-is mayalis dizaini da stimulireba ise SeirCa, rom potenciur
myidvelebSi ojaxis nostalgia gamoewvia. kompaniam grilis pozi-
cionireba moaxdina, rogorc `gantvirTvis rituali, rodesac xorcis
Sewva aris scena~, romelic `ukana ezos oazisSi~ xdeba. Coleman-is may-
alma gayidvaSi gatanis pirvelive wels kompanias 50 milioni
dolaris Semosavali moutana. Sunbeam-is istoriaSi produqciis es
seria erT-erT yvelaze warmatebul nabijad iqca.12
xSirad, eTnografiuli kvleva iseTi saxis farul detalebs avlens, rom-
lebic tradiciuli fokus-jgufebisaTvis SeumCnevelia. momxmarebelTa
Sesyidvis qcevis ufro Rrmad gansaWvretad erT-erTma kompaniam sacalo
maRazia Seqmna, romelic eTnografiuli kvlevebis laboratoriis funqcias
atarebs (ix. marketingi muSaobis procesSi 4.1).
bevri kompaniis mier informaciis Segroveba meqanikuri dakvirvebiT xdeba,
rac danadgarebisa da kompiuterebis saSualebiT xorcieldeba. magaliTad,
Nielsen-is mediakvlevisas SerCeul saxlebSi, televizorebTan ayenebs mayureb-
lis sazoms (people meter), raTa Caiweros, vin romel programas uyurebs. sxva kom-
paniebi salaros angariSsworebis skaners iyeneben, raTa myidvelTa SenaZenebi
aRricxon. am monacemebis safuZvelze ki mwarmoeblebi da sacalod movaWreebi
afaseben gayidvebisa da TiToeuli maRaziis muSaobis maCveneblebs. kompania
MediaMetrix-i personalur kompiuterebze specialur programas ayenebs,romelic
momxmareblis mier nanax veb-gverdebs aRricxavs. amis safuZvelze ki qveyndeba
yvelaze reitinguli veb-gverdebis nusxa.
dakvirvebiTi kvlevis saSualebiT SesaZlebelia iseTi informaciis
mopoveba, romlis gadmocema momxmarebels an ar surs, an ar SeuZlia. zogierT
SemTxvevaSi, dakvirveba SesaZloa erTaderTi gza iyos saWiro informaciis
mosapoveblad. da piriqiT, zogjer rameze dakvirvebis warmoeba ubralod
SeuZlebelia, magaliTad, grZnobebze, damokidebulebaze, motivebsa da kerZo qce-
vaze. aseve rTulia xangrZlivi da iSviaTi qcevis Seswavlac. aseTi dabrkole-
bebis gamo mkvlevarebi, dakvirvebasTan erTad, monacemTa Segrovebis sxva
meTodebsac iyeneben.
ggaammookkiiTTxxvvaa aris pirveladi monacemebis SegrovebisaTvis yvelaze farTod
gamoyenebadi meTodi. igi aRweriTi kvlevisTvis monacemebis Sesagroveblad
saukeTeso midgomaa. kompanias, romelsac surs, Seityos xalxis codnis,
damokidebulebebis, upiratesobebis an Sesyidvis qcevis Sesaxeb, amis garkveva
xSirad pirdapiri gamokiTxvebis saSualebiT SeuZlia.
zogierTi firma marketologebs eerrTTwwyyaarrooiiaannii mmoonnaacceemmTTaa ssiisstteemmiiss
saSualebiT Sesyidvaze ufro amomwuravi informaciiT uzrunvelyofs. es sis-
temebi iwyeba momxmarebelTa panelebis (frTxilad SerCeul momxmarebelTa
ggaammookkiiTTxxvvaa (Survey
research)
monacemebis Segro-
veba mosaxleobis
gamokiTxviT maTi
codnis, damokide-
bulebebis, upirate-
sobebisa da Sesyid-
vis qcevis Sesaxeb.
eerrTTwwyyaarrooiiaannii
mmoonnaacceemmTTaa ssiisstteemmaa
(Single-source data
systems)
monitoringis eleq-
tronuli sistema,
romelic momxmareb-
lis reaqcias sate-
levizio reklamasa
da stimulirebaze
(gamovlenili e.w.
satelevizio mricx-
velebiT) akavSirebs
maT mier maRaziebSi
ganxorcielebul
SesyidvebTan (rom-
lebic ganisazRvreba
maRaziebSi ganTav-
sebuli sakaso ska-
nerebis CvenebebiT).

124. 120 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
maSin rodesac kamerebi moZraobas afi-
qsireben, mikrofonebi TiToeul sity-
vas iWeren. yvela kunWulSi mokala-
Tebuli damkvirveblebi TiToeul
moZraobas iweren. es ra, kinoakademiis
dajildoebis wina proceduraa Tu
samefo ojaxze paparacebis TvalTva-
li? ara, es yovelive sacalo vaWrobis
maRazia OnceFamous-Si xdeba da damk-
virveblebi da mikrofonebi momxmareb-
lebisA SeswavliT arian dakavebulni.
OnceFamous-i aris unikaluri eTno-
grafiuli laboratoria, sadac mom-
xmarebelTa qcevis Seswavla bunebriv
garemoSi xdeba. miuxedavad imisa, rom
misi dizaini Cveulebrivi sacalo
maRaziisaTvis damaxasiaTebelia, igi
nebismier gansazRvrebas imsaxurebs,
garda Cveulebrivisa. maRazia
OnceFamous-Si monawileebze Tvalyu-
ris devneba yvela kuTxidan xorciel-
deba. maSin, rodesac gamyidvelebi po-
tenciur myidvels esaubrebian,
eTnografebi Seminuli sarkeebidan
maTze dakvirvebas awarmoeben. maRaziis
TanamSromlebi – rogorc oTaxebSi,
aseve minis miRma – Seiswavlian momxma-
rebelTa kaprizebs, maRaziaSi xetia-
lsa da Sesyidvis qcevebs. maRaziaSi
monawileebs xuTi kamera adevnebs
Tvalyurs – afiqsirebs maT Rimilian
Tu moRuSul saxeebs. damaluli, sen-
soruli mikrofonebi iweren TiToeul
gamoTqmas, myidvelebis gamyidvelebi-
sadmi dasmul SekiTxvebs, megobrebTan
gakeTebul ukmayofilo komentarebs
da a.S. mogvianebiT ki mkvlevarebi naxu-
loben firs da TiToeuli myidvelis
qcevas aanalizeben.
miuxedavad imisa, rom yovelive es
momxmareblis piraduli samyaros xel-
yofas hgavs, aq ar dgas `ufrosi Zmis~
problema (`ufrosi Zma~ _ pirovneba,
romelic xalxis gakontrolebas cdi-
lobs). maRaziaSi SesamCnev adgilas
ganTavsebuli ganaTeba myidvelebs aty-
obinebs, rom maRazia `sacdel mdgoma-
reobaSi~ imyofeba. iseTi myidvelebi-
saTvis ki, romlebsac ara aqvT survi-
li, gaxdnen dakvirvebis sagani, dama-
tebiTi niSania ganTavsebuli warweriT
_ `gTxovT, gvewvioT am niSnis moxsnis
Semdeg~.
es 2003 kvadratul futze gadaS-
lili sacalo maRazia mineapolisSi
ganTavsebuli sareklamo saagento
Fame-is nawarmia. 2001 wlis bolos
qalaqis biznescentris gadatvirTul
samanqano estakadaze Fame-ma unika-
luri kvleviTi laboratoria gaxsna.
ucnauri baliSebiTa da xelnakeTi niv-
TebiT daxunZluli maRazia sxvadasxva
kategoriis myidvelis yuradRebas iq-
ssaaccaalloo mmoovvaaWWrree OnceFamous-ii:: mmoommxxmmaarreebblleebbzzee ddaakkvviirrvveebbaa
mmaaTTTTvviiss CCvveeuull ggaarreemmooSSii
4.1
myidvelebze dakvirveba maTTvis Cveul garemoSi: OnceFamous-i aris sacalo maRazia, romelic momxmareblis qcevis
ukeT ganWvretisaTvis eTnografiuli laboratoriis rols asrulebs.
jgufebi, romlebmac mimdinare kvlevaSi monawileobaze Tanxmoba ganacxades)
gamokiTxviT. Semdeg gamokiTxuli momxmareblebis Sesyidvis procesisa da
sxvadasxva marketinguli saqmianobis eleqtronuli kontroli xorcieldeba.
gamokiTxvisa da monitoringis mier miRebuli monacemebis SerwymiT ukeTesi
warmodgena uyalibdeba kompanias momxmareblis niSan-Tvisebebze, damokide-
bulebebsa da Sesyidvis qcevaze.
gamokiTxvis mTavari upiratesoba moqnilobaa – misi gamoyeneba SesaZ-lebe-
lia bevr sxvadasxva situaciaSi da bevri sxvadasxva saxis informaciis mosa-

125. TTaavvii 44 marketinguli informaciis marTva 121
cevs. maRaziis Cveulebriv inventarTan
erTad, aq aris sacdeli produqtebis
cvalebadi asortimenti, dawyebuli
ornamentebidan, damTavrebuli Cvilis
sasacilo sportuli tansacmliT.
rodesac saqme exeba momxmarebelTa
kvlevas, OnceFamous-i uaryofs steri-
lur, xelovnur oTaxebs, romlebic az-
rTa kvlevis dros gamoiyeneboda.
piriqiT, OnceFamous-is mkvlevarebi
myidvelebs maTTvis bunebriv garemoSi
akvirdebian. faqtobrivad, OnceFamous-i
sxva maRaziebis msgavsad funqcioni-
rebs – igi mudmivad `sacdel mdgoma-
reobaSi~ ar imyofeba da gayidvebidan
Semosavalsac ki iRebs. xSirad, aseTi
eTnografiuli kvlevebis dros iseTi
aRmoCenebi keTdeba, romelTa gamovle-
nasac tradiciuli gamokiTxva an
fokus-jgufi ver axerxebs.
Fame-sa da mis klientebs es maRa-
zia exmareba, gaigon fenomeni, rasac
myidveli hqvia. zogadad, sacalo mova-
Wreebma ician, Taroebze ra produqcia
aqvT ganTavsebuli da ra eyidebaT.
magram maT naklebad esmiT iseTi idu-
mali, xSirad aramyari yidvis proce-
sisa, romelic Taros salarosTan akav-
Sirebs. ra mizeziT aSterdeba
myidveli erT Taros, xolo mis gver-
diT mdgars ki Tvalsac ar Seavlebs.
ra aiZulebs adamians, xelSi aiRos
produqti, Seamowmos igi, ukan dados
da wavides, mogvianebiT dabrundes,
kvlav aiRos xelSi da bolos iyidos
igi? ra gavlenas axdens yidvis gadawy-
vetilebaze megobris, meuRlis an gam-
yidveli personalis Tuneblie an
gamiznuli komentari?
Fame-is mier Segrovebuli video
da audiomonacemebi marketlogebs ex-
mareba, momxmareblis Sesaxeb odnav uf-
ro meti Seityon. gaigon, Tu ra zegav-
lenas axdens masze sacalo maRaziaSi
sensoruli da socialuri miniSnebe-
bis siuxve. `Sesyidvis oTxmocdaaTi
procenti impulszea gaTvlili, _ acx-
adebs jeri questi, Fame-is strate-
giuli ganviTarebis vice-prezidenti, _
gadawyvetilebis miRebisas Cven, marT-
lac, axlos vdgavarT myidvelTan”.
OnceFamous-is maRaziaSi TiToeuli
produqtis ganTavsebis xarji 40 000-
dan 200 000 dolaramde meryeobs.
miuxedavad imisa, rom OnceFamous-i
saxlis avejisa da saCuqrebis butikia,
sul raRac ramdenime dReSi mas sxva
kategoriis produqtebis maRaziad
gadaqceva SeuZlia.
OnceFamous-is eqsperimentebma sain-
tereso detalebi gamoaaSkarava imis
Sesaxeb, Tu rogor dadis xalxi sayid-
lebze, magaliTad, gansxvaveba qalisa
da mamakacis yidvis midgomebs Soris.
`rodesac qali poulobs imas, rac
moswons, igi mas aTvalierebs, _ ambobs
questi, _ mamakaci ki imas uyurebs, ro-
gor aris igi damzadebuli da rogo-
ria misi konstruqcia. mamakaci dgas
da am sagans akvirdeba, magram qali
ver iTmens da saqonels xelSi atri-
alebs.” aseTi sxvaoba ukavSirdeba bav-
Svobis gamocdilebas. xSirad dedebi
eubnebian TavianT vaJebs,rom sayidleb-
ze siarulis dros Tavi unda Sei-
kavon da xelebi gaaCeron. Sedegad ki,
ukve zrdasrul asakSi, mamakacebi gul-
wrfeli SeTavazebis gareSe arcTu
xSirad iReben saqonels xelSi. qaliS-
vilebi ki, romlebic sayidlebze dede-
bTan erTad dadian, piriqiT, produqts,
dedebis msgavsad, misi Semowmebis Sede-
gad afaseben.
am Sedegebis gaTvaliswinebiT, bev-
ri maRazia cdilobs, qalsa da mama-
kacs sxvadasxvagvarad moemsaxuros.
iseTi maRaziebi, rogorebic aris
Brookstone da Sharper Image, romlebic
ZiriTadad mamakacebze arian orien-
tirebuli, produqtis dizainisa da
konstruqciis Sesaxeb detalur info-
rmacias uzrunvelyofen. maT ganTav-
sebuli aqvT maniSneblebi, sadac myid-
vels sTxoven, TiTi daaWiron Rilaks,
Seamowmon produqtis garkveuli funq-
cia da dasvan SekiTxvebi. amis sapiris-
pirod ki, Pottery Barn-i qalebis farTo
sazogadoebisTvis Tavis produqcias
mimzidvel iers aniWebs. myidvels sa-
Sualebas aZlevs, produqtebi sakuTar
saxlSi ganlagebuli warmoidginos,
ufro axlodan Seamowmos da aRmoa-
Cinos, risi `Tqma~ SeuZliaT maT.
erT-erTi kvlevisas aRmoCnda, rom
myidveli Zlier reagirebs ferebze.
Once Famous-is mkvlevarebma Caatares
eqsperimenti, ganaxorcieles sami cal-
keuli gayidva, samiveSi figurirebda
erTnairi saqoneli da erTnairi aR-
niSvnebi. maT Soris erTaderTi gansx-
vaveba iyo feri. lurji da mwvane aR-
niSvnebis mqone saqonelma marcxi gani-
cada, maSin rodesac wiTeli aRniS-
vnebis mqonem myidveli miizida. das-
kvna? myidvelisaTvis civi ferebi, maT
Soris lurji da mwvane, maRal fas-
Tan asocirdeba, xolo Tbili ferebi,
rogorebic aris wiTeli da yviTeli _
dabal fasebTan. myidveli imdenad did
yuradRebas aqcevs Tbil ferebs, rom
maRaziis siRrmeSi ganlagebuli wi-
Teli an yviTeli aRniSvnebi myidvels
izidavs.
erT-erTi sacalo movaWre ganic-
dida, rom maRaziaSi Sesuli myidveli
marjvniv wasvlis nacvlad marcxniv
iRebda gezs. zogadad, kvlevebi aCve-
nebs, rom 10 myidvelidan 9 maRaziaSi
Sesvlisas marjvniv uxvevs. OnceFamous-
ma Caatara cda da maRaziis marcxena
mxares ganaTavsa buxari. aRmoCnda, rom
buxris gamo 10 myidvelidan 8 marcxniv
gaemarTa.
SesaZloa OnceFamous-i aris kvle-
vis aseTi saxeobis pirveli labora-
toria,magram igi sulac ar aris uka-
naskneli. analitikosebi varaudoben,
rom aseTi detaluri `sacalo eTno-
grafiuli~ laboratoriebis ricxvi
gaizrdeba, radgan sacalo maRaziebis
samyaro sul ufro konkurentuli
xdeba. momxmareblis qcevis ganWvretis
moTxovnilebis SesanarCuneblad Fame
gegmavs erTi analogiuri sacalo
maRaziis gaxsnas.
wwyyaarrooeebbii: keila kokmani, “The Company Store”,
5 ivlisi, 2002, ixileT saitze
www.citypages.com/databank/23/1122/ statia
10444, asp; erik bardi, “Going Retail with Market
Research”, Wired News, 8 agvisto, 2002, p.1; brus
horovici, “Shop, You’re in Candid Camera”, USA
Today., 5 noemberi, 2002, p.1B; timoTi hander-
soni, “Shopping Guinea Pigs”, Stores, 2002 wlis
dekemberi, ixileT saitze www.stores.org/
archieves/archieves02.html; “Little Shop of Habits,”
NACS (National Association of Convenience Stores)
Online, 8 noemberi, 2002; stefani saimoni,
“Shopping with Big Brother”, Los Angeles Times, 2
maisi, 2002, ixileT www.chikagotribune.com/tec-
nology/chi-02502 shopping.story; informacia
Segrovebulia www.fameretail.com saitis
saSualebiT, agvisto 2003; da Fame-is
prezidentsa da mTavar kreatiul oficer
Tina vilkoqsTan gasaubrebis Sedegad.
poveblad. Tumca gamokiTxva garkveul problemebTanac aris dakavSirebuli.
zogjer respondentebi dasmul kiTxvebs ver pasuxoben, radgan ar axsovT an
arasdros dafiqrebulan imaze, ras an ratom akeTeben. adamianebma SesaZloa ar
isurvon maTTvis ucnob adamianTan gasaubreba an, maTi azriT, piradul
kiTxvebze pasuxis gacema. imisaTvis, rom ufro Wkviani da informirebuli
adamianis STabeWdileba datovon, respondentebma SesaZloa iseT kiTvebsac ki
upasuxon romlebzedac pasuxi ar ician an interviuerisaTvis sasurveli
pasuxebi gascen. dabolos, saqmianma adamianebma SesaZloa dro ar dakargon an

126. es gamokiTxva piradi samyaros xelyofad miiCnion.
maSin rodesac dakvirveba aRmoCeniTi kvlevis, xolo gamokiTxva ki
aRweriTi kvlevis warmoebis saukeTeso saSualebaa, eeqqssppeerriimmeennttiiss gamoyeneba
saukeTesoa mizezSedegobrivi kvlevis dros. eqsperimenti moicavs: kvlevis
mizanTan Sesatyvisi saeqsperimento jgufebis SerCevas, maTze sxvadasxvanair
zemoqmedebas, umniSvnelo faqtorebis kontrolsa da jgufebis sapasuxo reaq-
ciebis Sefasebas. amgvarad, eqsperimenti cdilobs, axsnas mizezisa da Sedegis
urTierToba.
magaliTad, meniuSi axali sendviCis damatebamde McDonald’s-ma SeiZleba
gamoiyenos eqsperimenti, rom gansazRvros ori SesaZlo fasis efeqti pro-
duqtis gayidvebze. mas SeuZlia axali sendviCi or sxvadasxva qalaqSi
sxvadasxva fasiT waradginos. Tu am qalaqebSi erTi da imave demografiuli
faqtorebis mqone momxmarebeli cxovrobs da orive qalaqSi erTi saxis eqspe-
rimenti Catarda, maSin dafiqsirebuli gansxvaveba sendviCis fasTan iqneba
dakavSirebuli.
ddaakkaavvSSiirreebbiiss mmeeTTooddeebbii.. onformaciis Segroveba SesaZlebelia fostis, telefo-
nis, pirispir gamokiTxvebis an eleqtronuli saSualebebis gamoyenebiT.
cxrili 4.3 TiToeuli dakavSirebis meTodis Zlier da sust mxareebs
gviCvenebs.
safosto gamokiTxvis saSualebiT SesaZlebelia didi moculobis infor-
maciis Segroveba. am dros erTi respondentisgan monacemebis Segrovebis xarji
dabalia. pirovnebam SesaZloa piradul SekiTxvebze ufro gulwrfeli
pasuxebi gasces safosto gamokiTxvisas, vidre ucnob interviuerTan pirispir
saubrisas. kidev erTi dadebiTi maxasiaTebeli aris is, rom interviueri
respondentis pasuxebze zegavlenas ar axdens. magram safosto gamokiTxva arc
ise moqnilia (SeuZlebelia respondentisTvis gaugebari kiTxvebis ganmarteba,
damatebiTi SekiTxvebis dasma da a.S.). safosto gamokiTxva xSirad did dros
moiTxovs da gamoxmaurebis procentic – srulad Sevsebuli da interviuerTan
ukan gagzavnili kiTxvarebis ricxvi – xSirad sakmaod dabalia. dabolos,mkvle-
vari safosto gamokiTxvas sakmarisad ver akontrolebs. Znelia, gaakontrolo,
Tu garkveul safosto misamarTze gagzavnili kiTxvari vin Seavso.
satelefono gamokiTxva aris informaciis swrafad Segrovebis erT-erTi
saukeTeso meTodi da, safosto gamokiTxvasTan SedarebiT, bevrad ufro
moqnili. interviuerebs SeuZliaT Zneli kiTxvebis ganmarteba da, miRebuli
pasuxebidan gamomdinare, zogierTi kiTxvis gamotoveba an maTi sxva
respondentisaTvis dasma. safosto gamokiTxvasTan SedarebiT, gamoxmaurebis
procenti ufro maRalia da interviuerebs SeuZliaT respondentebs saxeliTac
ki mimarTon.
satelefono gamokiTxvis warmoebisas erTi respondentisgan monacemebis
Segrovebis xarji ufro maRalia, vidre safosto gamokiTxvis dros. agreTve,
SesaZloa xalxma ar moindomos interviuerebTan piraduli sakiTxebis ganx-
ilva. es meTodi Sedegebis damaxinjebasac gulisxmobs – iman, Tu rogor
saubroben interviuerebi, rogor svamen kiTxvebs da sxva faqtorebma, SesaZloa
eeqqssppeerriimmeennttuullii
kkvvlleevvaa (Experimental
research)
kvlevis saxeoba, ro-
melic moicavs: kvle-
vis mizanTan Sesat-
yvisi saeqsperimento
jgufebis SerCevas,
maTze sxvadasxvanair
zemoqmedebas, umniS-
vnelo faqtorebis
kontrolsa da jgu-
febis sapasuxo re-
aqciebis Sefasebas.
ccxxrriillii 44..33 dakavSirebis meTodebis susti da Zlieri mxareebi
ffoossttaa tteelleeffoonnii ppiirriissppiirr iinntteerrnneettii
mmooqqnniilloobbaa dabali kargi saukeTeso kargi
mmoonnaacceemmTTaa rraaooddeennoobbaa,, rroommeellTTaa kargi zomieri saukeTeso kargi
SSeeggrroovveebbaa SSeessaaZZlleebbeelliiaa
iinntteerrvviiuueerriiss eeffeeqqttiiss kkoonnttrroollii saukeTeso zomieri dabali zomieri
aammoonnaakkrreebbiiss kkoonnttrroollii zomieri saukeTeso zomieri dabali
mmoonnaacceemmTTaa SSeeggrroovveebbiiss ssiiCCqqaarree dabali saukeTeso kargi saukeTeso
ggaammooxxmmaauurreebbiiss pprroocceennttii zomieri kargi kargi kargi
xxaarrjjeebbii kargi zomieri dabali saukeTeso
wyaro: adaptirebulia wignidan Marketing Research: Measurement and Method, 7th ed., by Donald S. Tull and Dell Hawkins. saav-
toro ufleba 1993 Macmillan Publishin Company-is.
122 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba

127. respondentebis pasuxebze gavlena iqonios. dabolos, sxvadasxva interviuerma
SesaZloa pasuxebi sxvadasxvanairad axsnas da Caweros. drois simciris gamo
ki zogierTma interviuerma respondenti SeiZleba bolomde arc ki gamokiTxos
da pasuxi, motyuebiT, TviTon Caweros.
pirispir gamokiTxva orgvaria – individualuri da jgufuri. pirispir
individualuri gamokiTxva gulisxmobs xalxTan gasaubrebas saxlebSi an
ofisebSi, quCaSi an maRaziebis galereaSi. intervius warmoebis es forma
moqnilia. momzadebul interviuerebs SeuZliaT gamokiTxvis marTva, rTuli
kiTxvebis ganmarteba da,garemoebebidan gamomdinare,axali sakiTxebis aRmoCena.
maT SeuZliaT produqtis, reklamis an SefuTvis nimuSebis Cveneba da reaqciasa
an qcevaze dakvirveba. Tumca individualuri interviu SesaZloa samjer da
oTxjer metad xarjiani aRmoCndes, vidre satelefono interviu.
pirispir jgufuri interviu – momzadebuli moderatori jgufTan,
romelic 6-dan 10 adamians iTvlis, saubrobs produqtis, momsaxurebis an orga-
nizaciis Sesaxeb. rogorc wesi, monawileebi daswrebisaTvis mcire gasamrje-
los iReben. moderatori awarmoebs Tavisufal da laR diskusias, im imediT,
rom jgufis urTierTqmedeba gamoaaSkaravebs realur grZnobebsa da azrebs.
imavdroulad, moderatori garkveul sakiTxebze amaxvilebs yuradRebas (ganx-
ilvis `fokusirebas~). aqedan wamovida am meTodis saxeli ffookkuuss--jjgguuffiiss
iinntteerrvviiuu.. mkvlevarebi da marketologebi fokus-jgufis diskusias calmxrivad
daburuli minis saSualebiT akvirdebian da Semdgomi SeswavlisaTvis
komentarebs iweren rogorc werilobiT, aseve videoteqnikis gamoyenebiT.
momxmareblebis azrebisa da grZnobebis
gansaWvretad fokus-jgufis gamokiTxva marketinguli
kvlevis erT-erT mTavar iaraRad iqca. fokus-jgufis
Catarebisas, droisa da xarjebis dazogvis mizniT, mcire
amonakrebze xdeba kvleva. Sesabamisad, Sedegebis gavr-
coba mTel populaciaze Znelia. imis gamo, rom pirispir
interviuebis dros interviueri meti TavisuflebiT
sargeblobs, Sedegebis damaxinjebis albaTobac
maRalia.
dRes bevri mkvlevari cvlis fokus-jgufebis
Catarebis gzebs. zogierTi maTgani videokonferenciis
teqnologias iyenebs, raTa SeZlos manZiliT daSo-
rebuli marketologebis fokus-jgufis monawileebTan
pirdapiri CarTviT dakavSireba. kamerebisa da ormxrivi
mosasmeni sistemebis gamoyenebiT moSorebiT mdebare
darbazSi myof marketologebs SeuZliaT usminon da
uyuron, agreTve, survilisamebr, daakvirdnen rogorc
axlo xediT TiToeul saxes, aseve saerTo xediT mTel
jgufs. zogi mkvlevari cvlis im garemos, sadac fokus-
jgufi tardeba. momxmarebelTa gantvirTvisa da ufro
realuri pasuxebis misaRebad isini qmnian ufro kom-
fortulsa da gamosakvlevi produqtisaTvis ufro
Sesaferis garemocvas. magaliTad, sasurvelia, kulinari-
uli produqtebisaTvis fokus-jgufis Catareba sam-
zareulos garemoSi moxdes. an saxlis mowyobisaTvis
fokus-jgufi misaRebi oTaxis interierSi ganTavsdes.
erT-erTi kvleviTi kompania sTavazobs misaRebi oTaxis,
bavSvebis saTamaSo oTaxis, barisa da sasamarTlo dar-
bazis msgavs interierebsac ki.
dRes zogierTi kompania fokus-jgufis diskusiebs
Ria cis qveS awarmoebs. kolejis studentebisaTvis
gankuTvnili axali produqtis Seqmnamde Target-ma
swored am xerxs mimarTa.
imisaTvis, rom gaegoT kolejis studentebis
Sexeduleba saerTo sacxovreblis oTaxebisTvis
SesaZeni nivTebis Sesaxeb, Target-ma fokus-jgufebis
Casatareblad sakonsultacio kompania Jump
Associates-i daiqirava. Jump-ma umaRles skolaSi
`gasarTobi saRamoebi~ daafinansa, sadac miwveuli
ffookkuuss--jjgguuffiiss
iinntteerrvviiuu (Focus group
interviewing)
pirispir gamokiTxva,
romelic gulis-
xmobs 6-10 adamianis
ramdenime saaTiT
Tavmoyras, momzade-
bul interviuerTan
erTad, produqtis,
momsaxurebisa da
organizaciis Sesa-
xeb sasaubrod. inte-
rviueri jgufis dis-
kusiis fokusirebas
axdens mniSvnelovan
sakiTxze.
TTaavvii 44 marketinguli informaciis marTva 123
■ fokus-jgufis axali qseli: kolejSi Semsvleli
studentebisaTvis axali pqroduqciis Seqmnamde Target-ma
daafinansa `gasarTobi saRamoebi~ umaRles skolaSi,
sadac miiwvies rogorc kolejis pirvelkurselebi,
aseve meorekurselebi, romlebic kargad icnobdnen sa-
erTo sacxovreblis pirobebs. imisaTvis, rom gaegoT
TineijerTa Sexeduleba saerTo sacxovreblis Sesa-
xeb, Jump-ma moifiqra samagide TamaSi, romelic ko-
lejSi SesvlasTan dakavSirebul sakiTxebs moicavda.

128. 124 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
oonnllaaiinnmmaarrkkeettiinngguullii
kkvvlleevvaa (Online
marketing research)
internetgamokiTxve-
bisa da onlainfokus-
jgufebis meSveobiT
pirveladi monaceme-
bis mogroveba
aammoonnaakkrreebbii (Sample)
populaciis erTi
segmenti, romelic
SerCeulia mTliani
populaciis war-
mosadgenad.
iyvnen rogorc kolejis pirvelkurselebi, aseve meorekurselebi, rom-
lebic saerTo sacxovreblis pirobebs kargad icnobdnen. rom gaego
TineijerTa Sexeduleba saerTo sacxovreblis Sesaxeb, Jump-ma
moifiqra samagido TamaSi, romelic kolejSi SesvlasTan
dakavSirebul sakiTxebs moicavda. TamaSi bunebrivad warimarTa
kolejSi cxovrebis Sesaxeb araformaluri saubriTa da kiTxvebiT. am
process ki Jump-is mkvlevarebi gverdidan akvirdebodnen, xolo
videokamera ki iwerda. kvlevam gaamarTla. gasul wels Target-ma
gamouSva ramdenime produqti, romlebic kolejis studen-tebisaTvis
iyo gamiznuli: samzareulo erT ko-lofSi (kolejis pirobebSi
saWmlis mosamzadeblad saWiro ZiriTadi aqsesuarebi), abazana erT
kolofSi, samrecxao CanTa da a.S.13
sakomunikacio teqnologiebis ganviTarebam respon-dentebTan dakavSirebis
axali gzebi gamoavlina. erT-erTi maTgani aris satelefono gamokiTxva kompi-
uteris daxmarebiT (Computer-Assisted Telephone Interviewing (CATI)), romlis drosac
interviueri zis kompiuterTan, ekranze amosul kiTxvebs telefoniT ukiTxavs
respondents da misi pasuxebi kompiuterSi Seaqvs. meore aris (Completely
Automated Telephone Surveys (CATS)) avtomaturi satelefono gamokiTxva, rodesac
respondetebTan kompiuteri rekavs da winaswar Caweril kiTxvebs usvams.
pasuxebi Seyvanilia xmis an telefonis sensoruli panelis saSu-alebiT. sxva,
maRali teqnologiis meTodebs gane-kuTvneba: fostiT dagzavnili diskebi,
gamokiTxva eleqtronuli fostiT da kompiuterze dafuZnebuli gamokiTxva
faqsiT.14
marketingul kvlevaze zegavlena internetmac moaxdina. marketologebi
pirveladi monacemebis SegrovebisaTvis sul ufro xSirad iyeneben axal
meTods – oonnllaaiinnmmaarrkkeettiinngguull kkvvlleevvaass –– internetiT gamokiTxvebi, internetiT
eqsperimentebi da onlain-fokus-jgufebi. tradiciul meTodebTan SedarebiT,
onlainfokus-jgufebis upiratesobaa dabali xarji, respondentebTan siaxlove
da procesis siswrafe. TumcaRa, miuxedavad imisa, rom onlainkvleva sakmaod
damaimedebelia da zogierTi analitikosi imasac ki amtkicebs, rom sul male
marketinguli kvlevis umTavresi iaraRi interneti gaxdeba. sxvebs amasTan
dakavSirebiT ufro frTxili mosazreba gaaCniaT. internetis saSualebiT mar-
ketinguli kvlevis warmoebis upiratesobebi, uaryofiTi mxareebi da perspeq-
tivebi ganxilulia CanarTSi _ marketingi muSaobis procesSi 4.2.
SSeerrCCeevviiss ggeeggmmaa.. xSirad, daskvnebi momxmarebelTa didi jgufis Sesaxeb keTdeba
populaciis patara amonakrebis Seswavlis safuZvelze.. aammoonnaakkrreebbii aris popu-
laciis erTi segmenti, romelic SerCeulia mTliani populaciis warmosadge-
nad. idealuri amonakrebi aris warmomadgenlobiTi amonakrebi, rac marke-
tologebs swor Sefasebas aZlevs ufro didi populaciis fiqrebsa da
qcevebze.
amonakrebis SerCevisaTvis saWiroa sami saxis gadawyvetilebis miReba.
pirveli _ vin unda iqnas gamokiTxuli? (romeli amonakrebis erTeuli?) am
kiTxvaze naTeli pasuxis gacema yovelTvis ar aris SesaZlebeli. magaliTad,
saojaxo avtomobilis SesyidvisaTvis gadawyvetilebis miRebis procesis
Sesaswavlad mkvlevarma unda gaigos qmris, colis, ojaxis sxva wevrebis, dile-
rebisa Tu yvelas azri? mkvlevarma unda gadawyvitos, ra informacia sWirdeba
da vin ufro kompetenturia amisaTvis.
meore _ ramdeni adamiani unda gamokiTxon? (amonakrebis sididis
gansazRvra). ufro didi amonakrebi bevrad ufro utyuar Sedegebs iZleva,
vidre patara,Tumca utyuari Sedegebis misaRebad aucilebeli ar aris mTliani
miznobrivi bazris an Tundac misi didi nawilis SerCeva. xSirad, kargad
SerCeuli mosaxleobis Tundac erT procentze naklebi amonakrebi sakmaod
utyuar Sedegebs iZleva.
mesame _ rogor unda moxdes xalxis SerCeva amonakrebisaTvis? (SerCevis
rogori procedura aris saWiro?) cxrilSi 4.4 mocemulia amonakrebis
sxvadasxva tipi. albaTobiT SerCeuli amonakrebisas populaciis TiToeul
wevrs aqvs Tanabari Sansi, amonakrebSi moxvdes da mkvlevarebs SeuZliaT
SerCevis cdomilebis sandoobis zRvrebis gamoTvla. magram, rodesac
SemTxveviTi SerCeva did xarjebsa da did dros moiTxovs, marketologebi
xSirad miznobrivad SerCeuli amonakrebis meTods mimarTaven,miuxedavad imisa,

129. TTaavvii 44 marketinguli informaciis marTva 125
rom am SemTxvevaSi SerCevis cdomilebis gamoTvla SeuZlebelia.
kkvvlleevviiss ssaaSSuuaalleebbeebbii.. pirveladi monacemebis Segrovebisas mkvlevarebs
SeuZliaT gamoiyenon kvlevis ori saSualeba – kiTxvari da meqanikuri instru-
mentebi. kiTxvari yvelaze miRebuli saSualebaa, miuxedavad imisa, warimarTeba
igi pirispir, fostis, telefonisa Tu eleqtronuli saSualebebis gamoyenebiT.
kiTxvarebi sakmaod moqnilia. arsebobs kiTxvebis dasmis bevri gza. daxu-
ruli tipis kiTxvebi moicavs yvela SesaZlo pasuxs da subieqts maTgan erT-
erTis amorCevis saSualeba aqvs. aseTi kiTxvaris magaliTia ramdenime sava-
raudo pasuxis mqone kiTxvebi da e.w. skalirebuli kiTxvebi. Ria kiTxvebi _
respondents saSualeba eZleva, kiTxvebs sakuTari sityvebiT gasces pasuxi.
magaliTad, aSS-is samxreT-dasavleTis aeroportebis Sesaxeb gamokiTxvisas
momxmarebels SesaZloa aseTi ubralo SekiTxviT mimarTon: `ras fiqrobT
samxreT-dasavleTis aeroportebis Sesaxeb?~ an SesaZloa xalxs aseTi
winadadebis dasruleba sTxovon: `aeroportis SerCevisas, yvelaze metad
viTvaliswineb...~ aseTi da sxva tipis Ria kiTxvebi xSirad ufro informaciu-
lia, vidre daxuruli tipis kiTxvebi, radgan pasuxis gacemisas respondenti ar
aris SezRuduli. Ria kiTxvebi gansakuTrebiT aRmoCeniTi kvlevis warmoebisas
gamoiyeneba, rodesac mkvlevari cdilobs, gaigos, rogori tipis adamianebi
fiqroben ase da ara ramdeni adamiani iziarebs aseT Sexedulebas. meore mxriv,
daxuruli tipis kiTxvebiT miRebuli monacemebis gageba da maTi cxrilSi
ganTavseba bevrad ufro advilia.
mkvlevarebma aseve unda izrunon kiTxvebis sityvier formulirebasa da
maT Tanmimdevrobaze. maT unda gamoiyenon martivi, pirdapiri da miukerZoebeli
sityvebi. kiTxvebi ganlagebuli unda iyos logikuri TanmimdevrobiT.
pirvelma SekiTxvam SeZlebisdagvarad unda daainteresos respondenti, xolo
rTuli da piraduli kiTxvebi boloSi unda ganTavsdes, raTa respondenti ar
dafrTxes. rogorc wesi, uyuradRebod momzadebuli kiTxvari bevr Secdomas
Seicavs (ixileT cxrili 4.5).
miuxedavad imisa, rom kiTxvarebi kvlevis yvelaze miRebuli iaraRia,
momxmarebelTa qcevis gasakontroleblad mkvlevarebi agreTve iyeneben
meqanikur iaraRebsac, rogorebic aris supermarketis skanerebi da mayureblis
sazomi. zogi meqanikuri mowyobiloba ki subieqtis fiziologiuri reaqciis
gasazomad gamoiyeneba. magaliTad, galvanometri _ emociuri aRgznebis dros
wuTSi gaoflianebis xarisxs zomavs. misi saSualebiT SesaZlebelia pro-
duqciis an reklamis xilvisas gamovlenili interesis an emociis siZlieris
gazomva. Tvalis kamerebi gamoiyeneba respondentebis Tvalis moZraobis
Sesaswavlad, imis gasagebad, Tu pirvelad raze da ramden xans SeCerda momx-
ccxxrriillii 44..44 amonakrebis tipebi
aallbbaaTToobbiiTT SSeerrCCeeuullii aammoonnaakkrreebbii
martivi SemTxveviTi amonakrebi mosaxleobis TiToeul wevrs seleqciis Tanabari Sansi
gaaCnia.
stratificirebuli SemTxveviTi mosaxleoba dayofilia urTierTgamomricxav jgufebad
amonakrebi (rogoric aris asakobrivi jgufebi) da TiToeuli jgu-
fidan irCeva SemTxveviTi amonakrebi.
klasteruli (adgilobrivi) mosaxleoba dayofilia urTierTgamomricxav jgufebad
amonakrebi (magaliTad, kvartlebis mixedviT) da interviusaTvis
mkvlevari jgufis amonakrebs adgens.
mmiizznnoobbrriivvaadd SSeerrCCeeuullii aammoonnaakkrreebbii
moxerxebuli amonakrebi informaciis mopovebisTvis mkvlevari mosaxleobisagan
misTvis yvelaze mosaxerxebel wevrebs irCevs.
msjelobiTi amonakrebi mkvlevari sakuTari Sexedulebisamebr irCevs mosaxleo-
bis wevrebs, romlebic zusti informaciis misaRebad
perspeqtiulebi arian.
kvotirebuli amonakrebi arsebuli ramdenime kategoriidan mkvlevari axdens gan-
sazRvruli raodenobis respondentis gamokiTxvas.

130. 126 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
mas Semdeg, rac sul ufro meti momx-
marebeli iyenebs internets, gaizarda
marketologebis mier onlainmarketi-
nguli kvlevebis gamoyenebis inten-
sivoba. dRes marketingul kvlevebze
daxarjuli Tanxebis 8 procenti on-
lainkvlevebze modis da momavalSi
mosalodnelia am cifris zrda.
tradiciul gamokiTxvasa da fo-
kus-jgufebTan SedarebiT, onlainkvl-
eva realur upiratesobebs sTavazobs,
romelTagan yvelaze aSkara aris sisw-
rafe da dabali fasebi. onlainfokus-
jgufebi winaswar dagegmvas saWiroebs,
magram mas praqtikulad momentaluri
Sedegebi moaqvs. onlaingamokiTxva
sul raRac ramdenime dResa Tu kvira-
Si sruldeba. magaliTad, ganixileT
ualkoholo sasmelebis kompaniis mier
Catarebuli ukanaskneli onlaingamo-
kiTxva, romlis mizani iyo axal Sefu-
Tvaze Tineijerebis Sexedulebis Se-
mowmeba. 10-15-wuTian internetgamokiT-
xvaSi Sedioda aTobiT kiTxva da iarli-
yis, boTlis formisa da msgavsi maCve-
neblebis 765 sxvadasxva gamosaxuleba.
sam-oTxdRian gamokiTxvaSi 600 Tine-
ijeri monawileobda. misi detaluri
analizi pasuxebis miRebidan zustad 5
dRis Semdeg gaxda SesaZlebeli. amis
msgavsad, dRes ukve Hershey Foods-i axali
produqtis testirebas internetgamo-
kiTxvis saSualebiT apirebs. maSin, ro-
desac safosto gamokiTxvis dasrule-
bas eqvsi an meti kvira sWirdeboda,
onlainSedegebis Segroveba or kvira-
Si an ufro nakleb droSi aris
SesaZlebeli.
internetkvlevebi SedarebiT mci-re
xarjebTanac aris dakavSirebuli. mon-
awileebs msoflios nebismieri
kuTxidan SeuZliaT CaerTon fokus-
jgufebSi, riTac dazogaven mgzavro-
bis, registraciisa da sxva xarjebs.
gamokiTxvebisaTvis interneti bevr sa-
fosto, satelefono, samuSao da sabeWd
xarjebs amcirebs. `eleqtronuli
kvlevis xarjebi 10-dan 80 procentamde
ufro dabali SeiZleba iyos, _ acxa-
debs tom jonsoni, NPG Group-is Tavj-
domare, firmis, romelic onlainkvle-
vebs atarebs. ufro metic, amonakrebis
zomas mis xarjebze mciredi gavlenis
moxdena SeuZlia. `roca laparakia in-
ternetze, arcTu didi gansxvavebaa 10-
sa 10000-s respondents Soris~, _ am-
bobs jonsoni.
onlaingamokiTxva da fokus-jgufi
aseve saukeTeso saSualebaa rTulad
misawvdom respondentebTan _ mouxel-
Tebel TineijerebTan, dauojaxebel pi-
rebTan, mdidar da ganaTlebul audien-
ciasTan urTierTobaSi. `maTTan dakav-
SirebisaTvis es sakmaod sando xer-
xia... eqimebi, advokatebi, xalxi, romleb-
Tan dakavSirebac TqvenTvis sakmaod
rTulia, radgan isini gamokiTxvebSi
monawileobis miRebiT ar arian dain-
teresebulni, _ ambobs pol jefersoni,
Greenfield Online-is aRmasrulebeli, _ es
saqmiani dedebisa da saqmiani cxovre-
bis wesis mimdevari pirovnebebisTvi-
sac kargi saSualebaa. maT aseT kvle-
vaSi monawileoba SeuZliaT sakuTar
garemoSi.~ interneti kargi saSualebaa
qveynis sxvadasxva kuTxeSi mimofantu-
li adamianebis Sesakrebad, gansakuT-
rebiT ki maRali Semosavlis mqone
pirebis, romlebic mogzaurobisTvis
ver iclian.
marketingul kvlevebSi internetis
oonnllaaiinnmmaarrkkeettiinngguullii kkvvlleevvaa
4.2
sul ufro bevri kompania awarmoebs Tavis marketingul
kvlevebs internetis gamoyenebiT. sareklamo kompania
Greenfield-is aRmasruleblis sityvebis Tanaxmad, aseTma
kvlevebma ukve dajabnes tradiciuli kvlevis meTodebi.
mareblis Tvali. qveviT moyvanilia axali teqnologiebis magaliTebi, romelTa
saSualebiT xdeba momxmareblis emociuri da fizikuri reaqciebis ganWvreta.15
emociebis gamomsaxveli saxis gamometyvelebis meqanikuri
pasuxebi male komerciul realobad iqceva. momxmareblis saxis
gamometyvelebisa da moZraobis (Tvalebisa da piris areSi)

131. TTaavvii 44 marketinguli informaciis marTva 127
gamoyenebas garkveuli dabrkolebebic
axlavs Tan. pirveli, jer kidev bevri
momxmarebeli ar aris CarTuli inter-
netSi, es ki arTulebs kvlevis iseTi
SerCevis gakeTebas, romelic amerikel-
Ta farTo profils warmoadgens. da
mainc, internetis gamoyenebis zrdasTan
erTad, onlainkvlevebis gamoyenebac
izrdeba. magaliTad, General Mills-i mom-
xmarebelTa kvlevebis 60 procents in-
ternetis ganoyenebiT awarmoebs. amis
Sedegad ki misi xarjebi 50 procentiT
aris Semcirebuli. UPS-ic intensiurad
iyenebs onlainkvlevebs. `Cveni momxma-
rebelTa 40-50 procenti internetSi
aris CarTuli, ase rom, es sakmaod
logikuria~, _ ambobs jon gilberti,
UPS-is marketinguli kvlevebis mene-
jeri. misi azriT, tradiciul da ele-
qtronul gamokiTxvebs Soris aris ra-
Rac mciredi gansxvaveba da eleqtro-
nuli kvleva bevrad ufro swrafia da
nakleb xarjebTan aris dakavSirebuli.
eleqtronuli kvlevis mTavari
problema aris is, rom SeuZlebelia
gaakontrolo is, vinc amonakrebSi
xvdeba. tom grinbaumi, Group Plus-is
prezidenti, ixsenebs New Yorker-is mul-
tiplikaciur films, sadac ori ZaRli
kompiuterTan zis: `internetSi aravin
icis, rom Sen ZaRli xar, _ eubneba er-
Ti meores, _ Tu ver xedav im pirov-
nebas, romelsac ekontaqtebi, saidan
ici, vin aris igi realurad?~ _ dasZens
is. amonakrebebsa da pasuxebTan dakav-
Sirebuli aseTi problemebis gadasa-
laxavad onlainkvlevebis bevri kompa-
nia iyenebs sxvadasxva sawevro respon-
dentTa panelebs. magaliTad, Greenfield
Online moicavs 1.3 milioni wevrisgan
Semdgar internetze dafuZnebul res-
pondentTa panels. aseTi respondente-
bis monawileoba da nebismier dros
pasuxis gacemis SesaZlebloba gamox-
maurebis maRal procents uzrunvely-
ofs. ukanasknel wlebSi satelefono
gamokiTxvis gamoxmaurebis procenti
14 procentamde daeca, rodesac eleq-
tronuli gamokiTxvisas 40 procents
da met maCvenebelsac ki miaRwia.
`maSinac ki, rodesac Tqven Sesafe-
ris respondents waawydebiT, onlain-
gamokiTxva da fokus-jgufi naklebad
dinamikuria pirovnuli midgomisaTvis,
_ ambobs grinbaumi, _ SesaZloa xalxi
internetis saSualebiT erTmaneTTan
saubrobs da TamaSobs, magram sul
sxvaa, rodesac uSualod uyureb ideiT
aRfrTovanebul adamianebs.~ virtua-
luri samyaro moklebulia tradiciu-
li fokus-jgufis kvlevisaTvis damaxa-
siaTebel iseT pirdapir personalur
urTierTqmedebas, rogorebic aris viz-
ualuri kontaqti da sxeulis ena (body
language). internetis formati –
Sablonuri komentarebi da eleqtro-
nuli `emociis gamomxatveli suraTe-
bi~ (punqtuaciis niSnebi, romlebic
emocias gamoxatavs, rogoric aris :-)
sixarulis aRmniSvneli niSani) _ sak-
maod zRudavs respondentis eqspresiu-
lobas.
Tumca teqnologiis iseTi intensi-
uri progresi, rogoric aris animaciis,
audio, videonakadisa da virtualuri
garemos integracia, SezRudvebis daZ-
levisaTvis sakmaod kargi pirobaa.
`marketinguli onlainkvlevis arcTu
ise Soreul momavalSi respondentebs
SesaZlebloba eqnebaT, Secvalon, gaadi-
don da marTon (magaliTad, Secvalon
feri an zoma) samganzomilebiani pro-
duqti. isini SeZleben virtualuri
maRaziebis daTvalierebas, Taroebidan
saqonlis aRebas da misi funqciebis
Semowmebas.~
internetkvlevis dros anonimuro-
bac garantirebulia, Sedegad pasuxebi
naklebad frTxili da meted gulwr-
felia xolme, gansakuTrebiT iseTi Te-
mebis ganxilvisas, rogorebicaa Se-
mosavali, janmrTelobis mdgomareoba,
cxovrebis stili da sxva mgrZnobiare
sakiTxebi. `klaviaturas amofarebuli
adamianebi bevrad ufro gabedulebi
arian~, _ ambobs erT-erTi mkvlevari.
meore ki amtkicebs:
`arsebobs kiTxvebi, romelTa ga-
goneba, ubralod, ar gsiamovnebT
(`ra Tanxa daxarjeT gasul Tves sa-
fondo birJaze?~), an kiTxvebi, rom-
lebzec pasuxis gacema ar gsurT,
Tu amas TqvenTvis sruliad ucnobi
ada-miani gekiTxebaT (`kviraSi ram-
denjer gaqvT seqsi?~). internetgamo-
kiTxvebSi ki aseT SekiTxvebze, ro-
gorc wesi, sakmaod gulwrfel
pasuxebs iReben. erTxel vcade da
Cavatare ori erTnairi gamokiTxva:
erTi maRaziebSi, xolo meore in-
ternetSi. kiTxva ase iyo dasmuli:
`kviraSi ramdenad xSirad banaobT
an iRebT Sxaps?~ maRaziebSi Catare-
buli gamokiTxvisas gamoirkva, rom
es maCvenebeli saSualod 6.2-jers
udrida, maSin rodesac internetis
gamokiTxvam aCvena 4.2. albaT, ufro
gulwrfeli da logikuri pasuxe-
bia.~
onlainmkvlevarebisaTvis yvelaze
mwvave sakiTxi SesaZloa iyos maTi da-
mokidebuleba momxmareblis konfiden-
cialobisadmi. kritikosebi SiSoben,
rom respondentebis misazidad on-
lainmkvlevarebi maT eleqtronuli
fostis yuTebs usargeblo informa-
ciiT amoavseben. maTi azriT, arsebobs
imis saSiSroeba, rom kvlevis damTav-
rebis Semdeg produqciis gayidvis
mizniT isini gamoiyeneben gamokiTxvis
Sedegad miRebul el-fostis misamar-
Tebs da konfidencialur pasuxebs. ma-
Ti interesis sagans warmoadgens ele-
qtronuli agentebis funqcia (Spambots-i
an Spider-i), romlebic respondentis
Tanxmobis gareSe agroveben person-
alur informacias. aseTi konfiden-
cialuri sakiTxebis ararsebobam
SesaZloa momxmarebeli gaaRizianos,
misi TanamSromlobis survili Seamci-
ros da mTavrobis intervencia gazar-
dos.
miuxedavad imisa, rom mkvlevarebi
iziareben mosazrebas imis Taobaze,
rom onlainkvleva verasodes Secvlis
tradiciul kvlevas, zogierTi am sa-
kiTxs sakmaod didi optimizmiT uyu-
rebs. magram sxvebi mas ufro meti sif-
rTxiliT udgebian. `aT weliwadSi
nacionaluri satelefono gamokiTxva
kvlevis meTodologiis folklorad
iqceva~, _ acxadebs erT-erTi eqsperti.
`es, cota ar iyos, adrea, _ ambobs meo-
re, _ magram 20 weliwadSi ki es gar-
dauvalia.~
wwyyaarrooeebbii:: “Market trends: Online Research Growing,”
ixilieT saitze www.greenfielfcentral.com/
research_solution/rsch_solns_main.htm, ivlisi 2003.
p. merfi, “Interactive Research,” Marketing News, 1997
wlis 20 ianvari, pp. 1, 17; “NFO Executive Sees
Most Research Going to Internet,” Advertising Age,
1997 wlis 19 maisi, p. 50; noa satmani, “Web
Enhanced Market Research,” Advertising Age, 2001
wlis 18 ivnisi, p. T18; Tomas v. mileri,
“Make the Call: Online Results are Are Mixed Bag,”
Marketing News, 2001 wlis 24 seqtemberi, pp.
30-35; katerin arnoldi, “Hersey Research Sees
Net Gain,” Marketing News, 2003 wlis 25 noem-
beri, p. 17; beT maki, “Online Privacy Critical to
Research Success,” Marketing News, 2002 wlis 25
noemberi, p. 21; da nina m. rei da Seron
tabori, “Cybersurveys Come ofAge,” Marketing
Research, 2003 wlis gazafxuli, pp. 32-37.
dafiqsirebiT da monacemTa bazaSi arsebuli saxis gamometyvelebis
nimuSebTan SedarebiT kompiuteri qvecnobier emociebs amoicnobs.
rodesac xandazmuli kaci bankomatis ekrans miaSterdeba, Sriftis
zoma TiTqmis myisve ormagdeba. savaWro centrSi kioskTan mdgari
qali ki turistuli reklamis danaxvisas iRimeba da TiTqos elodeba,

132. 128 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
ccxxrriillii 44..55 arasrulfasovani kiTxvari
warmoidgineT, rom sazafxulo banakis direqtorma banakis momavali damsveneblebis
mSoblebis gamokiTxvisaTvis moamzada Semdegi kiTxvari. rogor SeafasebT TiToeul
SekiTxvas?
11.. ramdeni aseuli dolaris farglebSi meryeobs Tqveni Semosavali? _ rogorc wesi,
xalxma ar icis, ramdeni aseuli dolaris farglebSi meryeobs maTi Semosavali da
ase Riadac ar uyvarT TavianTi Semosavlis Sesaxeb saubari. ufro metic, mkvlevarma
gamokiTxva aseTi piraduli kiTxviT arasdros ar unda daiwyos.
22.. Tqveni Svilebis Ramis gasaTevi banakis dasafinanseblad ramdenad Zlieri an susti
SesaZlebloba gagaCniaT? _ ras niSnavs `Zlieri~ an `susti~?
33.. kargad iqcevian Tu ara Tqveni bavSvebi sazafxulo banakebSi? diax ( ) ara ( ) _ `iqce-
vian~ SedarebiTi terminia. ufro metic, `diax~ da `ara~ aris Tu ara saukeTeso
arCevani am kiTxvisaTvis? amas garda, iqneba Tu ara am kiTxvaze xalxis pasuxebi
gulaxdili da obieqturi? ratom unda dasvaT aseTi kiTxvebi pirvel rigSi?
44.. ramdenma banakma mogawodaT literatura fostis saSualebiT gasul wels? am wels?
_ vis emaxsovreba es?
55.. sazafxulo banakebis Sefasebisas romelia TqvenTvis yvelaze gamorCeuli da
gadamwyveti faqtori? _ ras niSnavs `gamorCeuli~ da `gadamwyveti~ faqtori? CemTan
nu gamoiyenebT maRalfardovan sityvebs!
66.. Tqveni azriT, sworia Tu ara Tqveni SvilisaTvis sazafxulo banakSi SeZenili
gamocdilebiT srulyofil adamianad Camoyalibebis uflebis CamorTmeva? _ kiTxva
gadatvirTulia. daiTanxmeT respondenti, dasviT kiTxva, romelzec nebismier mSobels
dadebiTi `diax~ pasuxis gacema SeeZleba.
rodis gamouwers danadgari mogzaurobis fasdaklebis kupons. sxva
kioskTan ki ramdenime moRuSuli momxmarebeli Sehyurebs tipur
reklamas, romelic maRaziis karis SesaRebad iwvevs.
IBM-i muSaobs `emociuri Tagvis~ gaumjobesebaze, romelic pul-
sis, temperaturis, moZraobisa da kanis galvanuri reaqciis mixedviT
SeZlebs momxmareblis emociuri mdgomareobis gansazRvras. kompaniam
Seadgina sibrazis, SiSis, mwuxarebis, zizRis, bednierebisa da gaocebis
sazomi erTeulebi. idea momxmareblis pirovnebis Sesabamisi stilis
Seqmnas gulisxmobs.
kkvvlleevviiss ggeeggmmiiss ggaannxxoorrcciieelleebbaa.. Semdeg etapze xdeba kvlevis gegmis realurad
ganxorcieleba. igi gulisxmobs informaciis Segrovebas, damuSavebasa da anal-
izs. monacemTa Segroveba xdeba kompaniis marketinguli kvlevis
TanamSromlebisa da gare marketinguli firmebis saSualebiT. Segrovebis
faza, rogorc wesi, yvelaze ZviradRirebulia da masSi Secdomis daSvebis
albaTobac yvelaze maRalia. mkvlevari kargad unda darwmundes, rom gegma
sworad aris ganxorcielebuli. man iseTi SesaZlo problemebis monitoringi
unda awarmoos, rogorebicaa respondentis mier kvlevaSi monawileobaze uaris
Tqma, araswori pasuxebis identifikacia, interviueris mier daSvebuli
Secdomebi da TaRliToba.
mniSvnelovani informaciis gamosayofad mkvlevarebma Segrovebuli
monacemebi unda daamuSaon da gaaanalizon. maT unda Seamowmon monacemebis
sizuste, misi sisrule da igi analizisaTvis moamzadon. Semdeg ki xdeba
Sedegebis cxrilSi gadatana da maTgan sxvadasxva statistikuri maCveneblis
gamoTvla.
SSeeddeeggeebbiiss ggaannmmaarrtteebbaa ddaa aannggaarriiSSiiss wwaarrddggeennaa.. marketinguli kvlevis specialis-
tma Sedegebi unda ganmartos, daskvnebi gamoitanos da isini xelmZRvanelobas
moaxsenos. sasurvelia, xelmZRvaneloba zedmeti ricxvebiTa da gamoyenebuli
statistikuri saSualebebiT ar unda gadatvirTos. piriqiT, man unda war-
moaCinos mniSvnelovani aRmoCenebi, romlebic menejerebisaTvis gadawyve-
tilebis miRebis procesSi gamosadegia.

133. TTaavvii 44 marketinguli informaciis marTva 129
■ momxmareblis reaqciebis sazomi
mowyobiloba, romlis saSualebiT
marketologs SeuZlia Seafasos
saxis gamometyveleba da igi
sakuTar SeTavazebebsa da komu-
nikaciebs Seusabamos.
Sedegebis interpretaciaSi mxolod mkvlevarebma ar unda miiRon monaw-
ileoba. maTTan erTad unda imuSaon marketingis menejerebma, romlebmac ufro
meti ician kompaniis winaSe arsebuli problemisa da misaRebi gadawyvetilebis
Sesaxeb. saukeTesod Catarebul kvlevasac ki ekargeba azri, Tu marketingis
menejeri mkvlevaris mier gamotanil mcdar daskvnebs brmad endoba. meore
mxriv, menejeri SeiZleba mikerZoebuli iyos – aRiaros TavisTvis misaRebi
Sedegi da uaryos iseTi, romelic moulodnelia an mis gegmas ewinaaRmdegeba.
Sedegebis ganmarteba sxvadasxvagvarad aris SesaZlebeli, Sesabamisad, mkvle-
varsa da menejers Soris diskusiam SesaZloa saukeTeso interpretaciamde
miiyvanos kvleva. amgvarad, kvlevis Sedegebis ganmartebisas menejeri da mkvle-
vari erTad unda muSaobdnen da kvlevis procesisa da Sedegebis miRebis
pasuxismgeblobac Tanabrad unda gainawilon.
■❚ mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss aannaalliizzii
informacia, romelic mopovebulia Sida monacemTa bazis, marketinguli
dazvervisa da marketinguli kvlevis saSualebiT, saWiroebs analizs. mene-
jerebs SeiZleba daxmareba dasWirdeT monacemebisTvis gamoyenebadi formis
micemaSi, ris safuZvelzec arsebuli problemis gadaWra moxdeba. daxmareba
SeiZleba moicavdes Tanamedrove statistikuri meTodebis gamoyenebas, romlis
drosac cvladebs Soris urTierTobebi mowmdeba an mopovebuli monacemebis
sandoobis gazomva xdeba.
informaciis analizis dros SesaZlebelia gamoyenebul iqnas analitikuri
modelebi, rac marketologebs ukeTesi gadawyvetilebis miRebaSi daexmareba.
TiToeuli modelis saSualebiT SesaZlebelia Semdegi saxis kiTxvebze pasuxe-
bis gacema: ra moxdeba, Tu . . ? an romelia saukeTeso? SemuSavebuli modelebi
marketingis menejerebs exmareba: ukeTesi marketinguli kompleqsis SeqmnaSi,
savaWro teritoriebis optimalur SerCevaSi, realizatorebis mier satele-
fono zarebis dagegmvaSi, sacalo savaWro punqtebisaTvis adgilis arCevaSi,
optimaluri sareklamo kampaniis Camoyalibebasa da axali produqciis gayid-
vebis prognozirebaSi.

134. 130 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
mmyyiiddvveellTTaann
uurrTTiieerrTToobbiiss mmaarrTTvvaa
(Customer relationship
management (CRM))
momxmarebelTan maq-
simaluri erTgule-
bis misaRwevad indi-
vidualuri momxma-
reblis Sesaxeb in-
formaciisa da maT-
Tan urTierTobis
frTxili marTva.
mmyyiiddvveellTTaann uurrTTiieerrTToobbiiss mmaarrTTvvaa ((CRM))
bevri kompania sakmaod zedapirulad udgeba myidvelis Sesaxeb informaciis
mopovebis sakiTxs. faqtobrivad, `gonivruli~ kompaniebi informaciis mopovebas
myidvelTan yvela SesaZlo Sexebis wertilSi (touch point) axorcieleben. Sexebis
wertilebi gulisxmobs myidvelsa da kompanias Soris arsebul yvela SesaZlo
kontaqts: rodesac myidveli Seisyidis saqonels; rodesac realizatori
ukavSirdeba myidvels; rodesac kompania momsaxurebas uwevs; rodesac myid-
veli kompaniis veb-gverdze Sedis da a.S.
problema isaa, rom, xSirad, informacia mimofantulia mTel organizaciaSi
da kompaniis sxvadasxva departamentis monacemebSia Rrmad Camaluli. msgavsi
problemis gadasalaxavad bevri kompania mimarTavs mmyyiiddvveellTTaann uurrTTiieerr--
TToobbeebbiiss mmaarrTTvvaass ((CRM). meTodi warmoadgens myidvelTa maqsimaluri
erTgulebis misaRwevad TiToeuli myidvelis Sesaxeb informaciis Segrovebisa
da masTan urTierTobis frTxili marTvis process. ukanasknel wlebSi CRM-is
meTods uamravma kompaniam mimarTa. erT-erTi kvlevis Tanaxmad, aSS-is biznese-
bis 97 procenti gegmavs, momavali ori wlis ganmavlobaSi ufro farTod
gamoiyenos CRM-is teqnologia.16
CRM-i aris programuli uzrunvelyofisa da analitikuri saSualebebis
nakrebi, romelic sxvadasxva wyarodan moZiebul informacias aerTianebs,
atarebs mis analizs da Sedegebs mtkice urTierTobis agebisaTvis iyenebs.
myidvelTan urTierTobis sruli, naTeli suraTis Sesaqmnelad CRM-i axdens
gayidvebis, momsaxurebisa da marketingis departamentebSi arsebuli monaceme-
bis integrirebas. kompaniebi iyeneben CRM-is monacemebis analizs, rom
TiToeuli myidvelis faseuloba Seafason, `samizne~ myidvelebi amoirCion da
maT kompaniis SeTavazeba Seusabamon.
CRM-is analitikosebi qmnian monacemTa sacavs (data warehouse), rac warmoad-
gens myidvelTa Sesaxeb arsebuli informaciis Semcvel eleqtronul sacavs.
monacemTa sacavis mizani informaciis Segroveba ar aris, vinaidan bevri kompa-
nia ukve flobs informaciis dausrulebel marags. piriqiT,menejerebs eZlevaT
saSualeba, kompaniaSi arsebuli informaciis integrireba moaxdinon, swored es
aris misi mizani. mas Semdeg, rac monacemTa integrireba moxdeba, SesaZlebelia
am monacemebis advilad damuSaveba.
myidvelTan urTierTobebis marTva kompaniisaTvis didi sargeblis momta-
nia. myidvelebis ukeTesad gagebiT kompanias saSualeba eZleva, maT ufro
maRali xarisxis momsaxureba miawodos da maTTan ufro Zlieri urTierToba
Camoayalibos. kompania iyenebs CRM-s, raTa gansazRvros maRali faseulobis
mqone myidvelebi, maTze ufro efeqturi koncentracia moaxdinos da maTi
moTxovnebis Sesabamisi SeTavazebebi Seqmnas. ganvixiloT Semdegi magaliTebi.17
■ axlaxan FedEx-ma daamontaJa CRM-is mravalmilioniani sistema, romlis
mizani aris xarjebis Semcireba da myidvelTa momsaxurebis gaumjobeseba.
agreTve, kompanias surs, arsebul myidvelebze momsaxurebis jvaredini gayid-
vebi da Warbgayidvebi moaxdinos. axali sistemis saSualebiT, FedEx-is 3300
adamianisagan Semdgar gayidvebis personals TiToeul momxmarebelze
detaluri informacia aqvs. maT SeuZliaT TiToeuli myidvelis specifikuri
saWiroebis gamoaSkaraveba da masze morgebuli momsaxurebis SeTavazeba. FedEx-i
sTavazobs 200-mde sxvadasxva momsaxurebas, lojistikidan dawyebuli
transportirebiTa da sabaJo brokerobis momsaxurebiT damTavrebuli. aqedan
gamomdinare, xSirad realizatorebisaTvis sakmaod rTulia momxmareblisaTvis
saukeTeso SeTavazebis gansazRvra. CRM-is axali sistema FedEx-s daexmareba
stimulirebis marTvaSic da savaraudo, mimzidveli myidvelebis dadgenaSic.
CRM-is aRWurviloba bazris segmentebis analizs awarmoebs, potencialis
mixedviT saukeTesoebs SearCevs da maTi potenciuri momgebianobis kalkula-
cias axdens.
■ Mark & Spencer-i (M&S) – britaneTis `yvelaze sando sacalo savaWro centri~,
romlisTvisac CRM-ma sakmaod mniSvnelovani roli iTamaSa misiis miRwevaSi _
`momxmarebelze koncentracia da maTi moTxovnilebebis gaTvaliswineba~. M&S-i
msoflioSi erT-erT yvelaze mdidar monacemTa bazas flobs. igi moicavs
monacemebs momxmarebelTa demografiis, Sesyidvebis, 3 milionze meti momxmareb-
lis angariSis, sakaso terminalebis informaciisa da maRaziebSi momxdari
yovelkvireuli siaxleebis Sesaxeb. CRM-is sistema monacemTa am simdidris
organizebasa da analizs axdens, raTa M&S-s nebismier sakiTxze ukeTesi

135. TTaavvii 44 marketinguli informaciis marTva 131
gadawyvetilebis miReba SeeZlos, dawyebuli korporaciuli brendingiT,
damTavrebuli komunikaciebiTa da gayidvebis stimulirebiT. `maTi individu-
aluri gemovnebis, upiratesobebisa da qcevis safuZvelze, Cven bevrad ukeTesi
warmodgena gveqmneba imis Sesaxeb, Tu ra saxis SeTavazebebi unda ganvaTavsoT
sxvadasxva myidvelis winaSe da rodis xmis rogori toni unda gamoviyenoT
amisaTvis~, _ ambobs sacalo vaWrobis aRmasrulebeli direqtori. magaliTad,
imis gansazRvriT, Tu vin da rodis dadis sayidlebze (xnierma myidvelebma
xalxmravali adgilisTvis Tavis asarideblad winaswar ician, Tu ris yidvas
apireben, maSin rodesac ufro axalgazrdebi gadawyvetilebis miRebas bolo
wuTisaTvis itoveben), M&S-s SeuZlia Tavisi produqciis asortimenti da mar-
ketinguli saqmianoba Sesabamisad gaanawilos maRaziaSi.
bevri eqsperti amtkicebs, rom myidvelTa Sesaxeb srulyofili monacemebi
kompanias mtkice konkurentuli upiratesobiT uzrunvelyofs. ubralod, hkiT-
xeT American Express-s. qalaq feniqsSi, saidumlo bazaze, usafrTxoebis gundi
Tvalyurs adevnebs American Express-is monacemTa 500 miliard baits imis Sesaxeb,
Tu rogor gamoiyenes momxmareblebma TavianTi 35 milioni mwvane, oqrosa da
platinis plastikuri baraTebi. am monacemebs iyenebs, raTa momxmareblebs
plastikuri baraTebis Tviuri angariSebi gadaugzavnos.
CRM-i garkveul xarjebTan da riskTan aris dakavSirebuli. wels aSS-is
kompaniebi CRM-is programul aRWurvilobaze 10-dan 20 miliard dolaramde
xarjaven. aseT programebs ki iseTi kompaniebi amzadeben,rogorebic arian Siebel
Systems-i, Oracle, SAS-i da SPSS-i. magram CRM-is Sesyidvebis naxevari sasurvel
mizans ver aRwevs. am warumateblobis mizezi ZiriTadad aris kompaniebis
mcdari warmodgena imis Sesaxeb, rom mxolod CRM-is aRWurvilobis SeZeniT
SesaZlebelia problemebis gadaWra.18 xelsayreli samomxmareblo urTierTo-
bebis agebas mxolod teqnologia ver SeZlebs. `CRM-is teqnologiiT
SeuZlebelia problemis gadaWra _ aRWurvilo-
baze TiTis erTi daWeriT Tqven ver miaRwevT...
momxmarebelTan gaumjobesebul urTierTobas~,
– acxadebs CRM-is eqsperti. piriqiT, CRM-i aris
myidvelTan urTierTobis marTvis erT-erTi
Semadgeneli nawili. `mTavaria `R~, – gvirCevs
eqsperti, _ daimaxsovreT, urTierToba aris is,
razec agebulia CRM-i~.19
rodesac CRM-is muSaoba sworad mimdinare-
obs, mis mier motanili sargebeli bevrad aRema-
teba masze gaweul risksa da xarjebs. momxma-
rebelTa regularul gamokiTxvebze dayrdnobiT
Siebel System-i amtkicebs, rom CRM-is momxmare-
blebi afiqsireben TavianTi Semosavlebis 16%-
ian, xolo myidvelTa erTgulebis da person-
alis Sromisunarianobis 21%-ian zrdas.
`arafers vityvi imaze, rom yovelive es kompa-
nias uzarmazari faseulobiT uzrunvelyofs, _
ambobs CRM-is konsultanti, _ kompaniebi eZeben
gzebs, raTa SeZlon momxmarebelTa informaciis
kontrastuli wyaroebis gaerTianeba.~ CRM-is
axal, Zlier teqnikas SeuZlia ipovos `informa-
ciuli simdidre, raTa mizanSi amoiRos myid-
veli da mis sust adgils daumiznos.~20
■❚ mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss
ggaavvrrcceelleebbaa ddaa ggaammooyyeenneebbaa
marketingul informacias aranairi fasi ara aqvs,
Tu masze dafuZnebiT optimaluri gadawyve-
tilebis miReba ar moxda. amgvarad, marketinguli
kvlevebis specialistebma informacia xelmisawv-
domi unda gaxadon im pirebisaTvis, romlebic
marketingul gadawyvetilebebs iReben. es gulisx-
■ CRM-i: kompania SAS-i gTavazobT CRM-is programul uzrunve-
lyofas, romlis meSveobiTac Tqven SeZlebT gaigoT myidvelTa
survilebi, miawvdiT maT ukeTes faseulobas da, amgvarad, miaR-
wevT konkurentul upiratesobas.

136. 132 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
mobs menejerTa uzrunvelyofas sxvadasxva maCvenebelze sistematuri angari-SebiT,
dazvervis ganaxlebuli monacemebiTa da kvlevis Sedegebis Sesaxeb gakeTebuli
moxsenebiT.
menejerebs SesaZloa garkveuli informacia spontanurad dasWirdeT.
magaliTad, gayidvebis menejers, romelsac msxvil klientTan dakavSirebuli
garkveuli problemebi aqvs, SesaZloa gasuli wlis gayidvebisa da xarjebis
monacemebi dasWirdes. an sacalo maRaziaTa qselis erT-erT maRaziaSi garkveuli
produqciis gamolevisas maRaziis menejers am qselis sxva maRaziebis maragebis
Sesaxeb sWirdeba informacia. amgvarad, informaciis gavrceleba gulisxmobs
monacemTa bazaSi informaciis ganTavsebasa da xelmisawvdomobis uzrunvelyofas.
am procesis gamartivebis mizniT bevri firma intranets iyenebs. intranetis
saSualebiT xdeba kopmaniis TanamSromelTa uzrunvelyofa marketinguli kvlevis
SedegebiT, sxvadasxva tipis angariSebiT, saziaro samuSao dokumentebiTa da per-
sonalis an klientebis sakontaqto informaciiT. magaliTad, iGo, sacalo movaWre,
romelic katalogebiTa da internetiT vaWrobs, flobs monacemTa bazas, saidanac
intranetis saSualebiT informacias mTel organizaciaSi avrcelebs.
amasTan erTad, kompaniebi uflebas aZleven faseulobaTa qselis wevrebsa
da msxvil klientebs, eqstranetis saSualebiT monacemTa bazaSi arsebuli
informaciiT isargeblon. magaliTad, erT-erTma sadazRvevo kompaniam neba
darTo Tavis 200 damoukidebel agents, esargeblaT kompaniis monacemTa baziT,
sadac ganTavsebulia informacia 1 milioni momxmareblis Sesaxeb. aman agen-
tebs maRali riskis mqone momxmareblis identificirebis saSualeba misca. Wal-
Mart-i Tavis mimwodeblebs uzrunvelyofs orwliani monacemebiT imis Sesaxeb,
rogor gaiyida maTi produqcia Wal-Mart-is maRaziebSi.21
Tanamedrove teqnologiis wyalobiT, marketingis menejerebs informaciaze
pirdapir miuwvdebaT xeli nebismier drosa da virtualurad nebismieri adgi-
lidan. maT SeuZliaT Sevidnen sistemaSi saxlidan, sastumrodan, aeroportidan,
anu sadac ki leptopis gaxsna da internetTan mierTeba SeuZliaT. aseTi sis-
temebi menejerebs saSualebas aZlevs, sasurveli informacia pirdapir da
swrafad moipovon da saWiroebisamebr gamoiyenon. maT TiTqmis yvela adgili-
dan SeuZliaT sasurveli monacemebis mopoveba, misi analizi da qselis
saSualebiT Sedegebis sxva pirebisTvis gadagzavna.
■❚ mmaarrkkeettiinngguull kkvvlleevvaassTTaann
ddaakkaavvSSiirreebbuullii ssxxvvaa ssaakkiiTTxxeebbii
am qveTavSi ganxilulia ori specifikuri sakiTxi: marketinguli kvleva mcire
biznessa da arakomerciul organizaciebSi da saerTaSoriso saqmianobis mar-
ketinguli kvleva. bolos ki, yuradRebas gavamaxvilebT marketinguli kvlevis
sazogadoebriv da eTikur sakiTxebze.
mmaarrkkeettiinngguullii kkvvlleevvaa mmcciirree bbiizznneessssaa
ddaa aarraakkoommeerrcciiuull oorrggaanniizzaacciieebbSSii
iseve rogorc msxvili firmebi, mcire organizaciebic saWiroeben bazris
Sesaxeb informacias. damwyeb bizness sWirdeba informacia industriis,
konkurentebis, potenciuri myidvelebisa da axal sabazro SeTavazebebze reaq-
ciebis Sesaxeb. arsebulma mcire biznesebma yuradReba unda gaamaxvilon
myidvelTa moTxovnilebebisa da survilebis cvlilebebze, axal produqtebze
maT reaqciebze da konkurentul garemoSi arsebul gadanacvlebebze.
mcire biznesisa da arakomerciuli organizaciis menejerebi xSirad
Tvlian, rom marketinguli kvlevis warmoeba mxolod msxvili kompaniisa da
didi biujetis mqone kvlevis eqspertebs SeuZliaT. marTlac,farTomasStabiani
kvlevis warmoebisaTvis bevrad ufro meti materialuri resursia saWiro,
vidre mcire bizness SeuZlia uzrunvelyos. magram am TavSi ganxiluli mar-
ketinguli kvlevis bevri teqnika mcire biznesisTvisac aris xelmisawvdomi.
mcire biznesis an arakomerciuli organizaciebis menejerebs SeuZliaT
maT garSemo arsebul movlenebze martivi dakvirvebiT sasargeblo informa-
ciis mopoveba. magaliTad, sacalo movaWrem axali adgili unda Seafasos avto-
transportisa da qveiTad mosiaruleTa moZraobaze dakvirvebiT. adgilobrivi
mediidan Segrovebuli reklamebiT maT SeuZliaT konkurentebis reklamebis

137. TTaavvii 44 marketinguli informaciis marTva 133
Seswavla. imis mixedviT, Tu ramdeni da rogori kategoriis adamia-ni dadis
maRaziebSi sxvadasxva dros, maT SeuZliaT sakuTari momxmareblis kompleqsi
Seafason. amasTan erTad, mcire biznesis bevri menejeri yoveldRiurad stum-
robs konkurentTa maRaziebs da konkurentebTan urTierTobis CamoyalibebiT
alRos uRebs momxmarebelTan urTierTobas. tom quhili, atlantaSi ori
restornis mflobeli, menejerebs restornis gareT sadilobis uflebas
aZlevs, raTa ukan axali ideebiT dabrundnen. atlantaSi momuSave iuvelirma
frank maierma ki, romelic sxva qalaqebSi momuSave konkurentebs xSirad stum-
robda, Seiswavla da gadmoiRo saiuveliro nawarmis sademonstracio dafis
ganaTebis xerxi.22
menejerebs SeuZliaT araformaluri gamokiTxvis Catareba patara zomis
amonakrebTan. SesaZlebelia araformaluri fokus-jgufebis Catareba, maga-
liTad, myidvelTa patara jgufis sadilad miwveva da maTTan erTad sain-
tereso Temebis ganxilva. sacalo maRaziis gamyidvelebs maT maRaziebSi
Semosul klientebTan gasaubreba SeuZliaT, saavadmyofos momsaxure perso-
nals ki _ pacientebTan; arasamuSao saaTebSi restornis menejerebs SeuZliaT
momxmareblebTan darekva da gamokiTxva, Tu romeli restornebiT sargebloben
da ra azris arian im midamoebSi arsebul sxvadasxva restoranze. kompania
Bissell-ma, romelsac xaliCebis wmendis industriaSi Tavisi niSa ukavia, patara,
xelsayreli amonakrebis saSualebiT swrafad da iafad moaxdina bazris
testireba. gamokiTxva Seexeboda Steam Gun-s (orTqlis iaraRs), romelic war-
moadgens saxlis dasasufTavebel, mtversasrutis msgavs, axal mowyobilobas.
imis gasarkvevad, Tu rogor miiRebda momxmarebeli axal pro-
duqts, Bissell-s mxolod 4 kvira da sakmaod mcire biujeti hqonda. man
icoda, rom bavSviani qalebi aseT produqcias xSirad yiduloben,
amitom man dedebis asociacias 1500-dolariani saCuqari gaukeTa, raTa
mis wevrebTan prezentaciis Catarebis neba daerToT. prezentaciis
Semdeg man amoarCia 20 dainteresebuli qali, romlebsac Steam Gun-i
aCuqa da specialuri Jurnali misca, sadac produqtis Sesaxeb
Canawerebi unda gaekeTebinaT. Semdgomi orkviriani gamosacdeli peri-
odis ganmavlobaSi, Bissell-is marketingis direqtori saxlSi stum-
robda am qalbatonebs, raTa enaxa, rogor iyeneben isini produqts. aman
gamoaSkarava ramdenime saintereso faqti. pirveli,Bissell-ma Seityo,rom
qalebs ar sjerodaT, rom cxeli wyliT wmenda SesaZlebelia qimiuri
saSualebebis gamoyenebis gareSe. meore, saWiro iyo produqtisaTvis
saxelis Secvla. bavSvebma SesaZloa xelSi aiRon Steam Gun-i da da-
Zmas daumiznon. yuradReba miaqcies erT bavSvs, romelic ambobda:
`gaSeSdi, Torem Camogidnob mag saxes.~ sabolood, Bissell-ma aRmoaCina,
rom produqciis mimarT sakmaod gansakuTrebuli moTxovna arsebobda
diasaxlisebis mxridan, romlebsac sisufTavisadmi seriozuli
damokidebuleba hqondaT. isini axal produqts Znelad misawvdomi
adgilebis dasasufTaveblad iyenebdnen da haeris Zlieri nakadiT
Znelad mosaSorebel WuWys wmenddnen. Bissell-ma produqtis stim-
ulireba am or aRmoCenaze daafuZna. man produqts D saxeli Seucvala
_ Steam’n Clean uwoda da koncentracia cxel gamwmend Zalaze moaxdina.
Steam’n Clean-ma warmatebiT daipyro qveynis sacalo maRaziebi.23
agreTve, menejerebs SeuZliaT Caataron martivi eqsperimentebi. magaliTad,
fondebis mosazidad gankuTvnili regularuli werilebis Sinaarsis
cvlilebiT arakomerciuli organizaciis menejers SeuZlia saukeTeso teqstis
SerCeva.
patara organizaciebs SeuZliaT msxvili biznesisaTvis xelmisawvdom meo-
reul monacemTa didi nawilis mopoveba. amasTan erTad, bevri asociacia, adgi-
lobrivi media,savaWro palata da saxelmwifo organizaciebi patara organiza-
ciebs gansakuTrebul daxmarebas uweven. aSS-is mcire biznesis
administrirebis departamenti sTavazobs aTobiT ufaso publikaciasa da veb-
gverds (www.sbaonline.cba.gov),romlebic iZlevian rCevebs rogorc mcire biznesis
wamowyebis, dafinansebisa da gafarToebis, aseve sakredito baraTebis SekveTis
Sesaxeb.
informaciis kargi wyaro SesaZloa iyos adgilobrivi biblioTekebis biz-
nesis ganyofilebebi. xSirad, adgilobrivi gazeTebi uzrunvelyofen informa-

138. 134 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
■ bevri asociacia, media da sam-
Tavrobo saagento uzrunvelyofs
patara organizaciebs specialuri
daxmarebebiT. suraTze warmodge-
nilia aSS-is mcire biznesis
administrirebis departamentis
veb-gverdi, romelic iZleva
rCevebis farTo speqtrs: mcire
biznesis wamowyebis, dafinansebis
da gafarToebis sakiTxebs.
cias adgilobrivi myidvelebisa da maTi yidvis modelebis Sesaxeb. dabolos,
internetis saSualebiT mcire biznesis menejerebs SeuZliaT mniSvnelovani
moculobis informacia Seagrovon: daaTvalieron konkurentebisa da momxmare-
blebis veb-gverdebi da internetis saZiebeli grafis saSualebiT maTTvis sain-
tereso kompaniebi da sakiTxebi gamoikvlion.
amdenad, mcire biujetis mqone patara organizaciebs SeuZliaT efeqturad
gamoiyenon meoreuli monacemebi, dakvirveba, gamokiTxva da eqsperimenti. miuxe-
davad imisa, rom aseTi kvlevebis araformaluri meTodebi naklebad kompleq-
suria da nakleb xarjebTan aris dakavSirebuli, mainc maTi frTxili marTvaa
saWiro. menejerebi dakvirvebiT unda miudgnen kvlevis miznebis sakiTxs,
winaswar SeimuSaon SekiTxvebi, gaiTviTcnobieron is gadaxrebi, rac mcire amo-
nakrebs Tan axlavs da kvleva sistematurad awarmoon.24
ssaaeerrTTaaSSoorriissoo ssaaqqmmiiaannoobbiiss mmaarrkkeettiinngguullii kkvvlleevvaa
saerTaSoriso saqmianobis mkvlevarebi gadian igive etapebs, rasac adgilo-
brivi mkvlevarebi dawyebuli kvlevis problemisa da miznebis gansazRvriT,
damTavrebuli Sedegebis ganmartebiTa da moxsenebis gakeTebiT. Tumca saer-
TaSoriso kompanias xSirad ufro meti da sxvadasxvagvari problema aqvs. saer-
TaSoriso biznesebis mkvlevarebi sxvadasxva qveyanaSi gansxvavebul bazrebs
ganageben. xSirad, aseT bazrebs Soris sakmaod didi sxvaoba aris ekonomikuri
ganviTarebis donis, kulturis, Cvevebisa da yidvis modelebis mixedviT.
mkvlevarebi srulyofili meoreuli monacemebis mokvlevisas sazRvargareTis
bevr bazarze garkveul sirTuleebs awydebian. maSin rodesac aSS-Si SesaZle-
belia sarwmuno meoreuli monacemebis mopoveba, bevr qveyanaSi kvleviTi momsax-
ureba TiTqmis arc arsebobs. zogierTi msxvili saerTaSoriso kvleviTi kompania
bevr qveyanaSi moqmedebs. magaliTad, msoflios udidesi marketinguli kvlevis
korporacia AC Nielsen-s msoflios 100-ze met qveyanaSi gaaCnia Tavisi ofisebi.
msoflios marketinguli kvlevis 25 udidesi firmis Semosavlis 63% modis qveynis
gareT arsebuli maTi filialebidan.25 amgvarad, maSinac ki, rodesac meoreuli
monacemebi xelmisawvdomia, misi mopoveba bevri wyaros gamoyenebiT xdeba
SesaZlebeli, rac informaciis Sedarebasa da kombinirebas arTulebs.
kargi meoreuli informaciis naklebobis pirobebSi saerTaSoriso mkvle-
varebs xSirad sakuTari pirveladi monacemebis Sekreba uwevT. aqac, imis gamo,
rom qveynis SigniT sasurvel informaciebs ver agroveben, mkvlevarebi
garkveuli problemis winaSe dgebian. magaliTad, SesaZloa maTTvis rTuli
aRmoCndes, ubralod, kargi amonakrebis Sedgena. amonakrebis Sesaqmnelad aSS-is

139. TTaavvii 44 marketinguli informaciis marTva 135
mkvlevarebs SeuZliaT gamoiyenon mimdinare telefo-
nis direqtoriebi, aRsaweri raionis monacemebi, so-
cialur-ekonomikuri monacemebis calkeuli wyaroebi.
magram bevr qveyanaSi sakmaod xSiria aseTi informa-
ciis nakleboba.
msoflios sxvadasxva kuTxeSi respondentebTan
dakavSireba xSirad arc ise advilia. meqsikaSi mkvle-
varebi ver daeyrdnobian telefonis an fostis
monacems _ arsebuli monacemebis umetesoba `karidan
karze~ siaruliT aris Segrovebuli da mxolod sam
Tu oTx did qalaqs moicavs. zogierT qveyanaSi tele-
foni arcTu ise bevr adamians aqvs. magaliTad,
argentinaSi aTas adamianze mxolod 32 telefoni
modis. sxva qveynebSi ki safosto sistema notarialu-
rad arasaimedoa. magaliTad, braziliaSi fostis
saSualod 30 procenti arasdros midis adresatamde.
bevr ganviTarebad qveyanaSi, transportirebis cudi
sistemisa da gzebis gamo, zogierT raionTan
dakavSireba da pirispir gasaubreba sakmaod rTulia
da did xarjebs moiTxovs. dabolos, ganviTarebad
qveynebSi mosaxleobis sakmaod mcire raodenobaa
CarTuli internetSi.26
mkvlevarebs damatebiTi problemebi eqmnebaT
qveynebs Soris kulturuli gansxvavebebis gamo. yve-
laze gamokveTili dabrkoleba aris ena. magaliTad,
kiTxvari Sedgenilia erT enaze da Semdeg xdeba misi
gadaTargmna. Semdeg ki analizisa da ganmartebisaTvis
saWiroa pasuxebis ukan gadmoTargmna. amis gamo kvleva
garkveul damatebiT xarjebs moiTxovs da, amasTan
erTad, Secdomebis albaTobac izrdeba.
kiTxvaris gadaTargmna arcTu ise advilia. bevr
idiomas, frazasa Tu ganacxads sxvadasxva qveyanaSi
sxvadasxva mniSvneloba aqvs. danieli specialisti
aRniSnavs: `SeamowmeT kiTxvari sxvadasxva mTargm-
nelTan, gadmoTargmneT isev inglisurad is, rac
inglisuridan TargmneT, da Tqven SokSi aRmoCndebiT.
maxsovs [erTi magaliTi]: `Tvals miRma, daviwyeba~ gadaTargmnes rogorc
`uxilavi sagnebi SeSlilebi arian~.27
sxvadasxva qveynis momxmarebels sxvadasxva damokidebuleba aqvs mar-
ketinguli kvlevisadmi. erTi qveynis mosaxleoba kiTxvebs xalisiT pasuxobs,
sxvagan ki SesaZloa pasuxis gacemaze saerTod uari ganacxadon. zogierT
qveyanaSi xalxs ucxoebTan laparaks adaT-wesebi ukrZalavs. garkeveul
kulturebSi zogierTi kiTxva xSirad Zalian piradulad iTvleba. magaliTad,
laTinuri amerikis bevr qveyanaSi xalxs SesaZloa moeridos mkvlevarebTan
TavianTi Sampunis, dezodorantis an sxva personaluri produqciis Sesaxeb
gasaubreba. aseve, muslimanuri qveynebis umetesobaSi akrZalulia genderulad
Sereuli fokus-jgufebi, iseve rogorc mxolod qalebisagan Semdgari fokus-
jgufis videoze Cawera.28
maSinac ki, rodesac respondents surs pasuxis gacema, SesaZloa man es
gaunaTleblobis gamo ver SeZlos. ganviTarebad qveynebSi saSualo klasis
respondentebma, im mizniT, rom mkvlevars SeZlebul mcxovreblebad moaCvenon
Tavi, SesaZloa cru informacia miawodon. magaliTad, indoeTSi Cais moxmarebis
Seswavlisas saSualo Semosavlis mqone respondentTa 70% acxadebda,rom isini
erovnuli Cais brendis ramdenime saxeobiT sargeblobdnen. magram mkvlevarebs
sakmao safuZveli hqondaT, am SedegebSi eWvi SeetanaT – indoeTSi gasayidi Cais
60% aris arabrendirebuli.
am problemebis miuxedavad, saerTaSoriso marketingis bolodroindelma
ganviTarebam gamoiwvia saerTaSoriso marketinguli kvlevis ufro intensiuri
gamoyeneba. SesaZloa saerTaSoriso saqmianobis kvlevasTan dakavSirebuli
problemebi da xarjebi maRalia, magram kvlevis Catarebis gareSe _ gaparuli
Secdomebisa da xelsayreli SesaZleblobebis pirobebSi _ SesaZloa es xar-
jebi ufro maRali aRmoCndes.
■ RoperASW, Inc. awarmoebs samuSaoebs sainformacio re-
sursebis moZiebaSi `braziliidan aRmosavleT evropam-
de, keip-taunidan pekinamde - Tu Tqven sadme xarT, Roper
ASW, Inc.-ic iq aris~.

140. 136 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
ssaajjaarroo ppoolliittiikkaa ddaa eeTTiikkaa mmaarrkkeettiinngguullii kkvvlleevviissaass
marketinguli kvleva sasargebloa rogorc momxmareblisaTvis, aseve im
kompaniisaTvis, romelmac is daafinansa. marketinguli kvlevis saSualebiT
kompania iRebs met informacias momxmareblis saWiroebebis Sesaxeb, Sedegad
ufro faseul momsaxurebasa da produqts qmnis da amiT momxmarebelTan
urierTobas aZlierebs. Tumca marketinguli kvlevis arasworma gamoyenebam
SesaZloa momxmarebels ziani miayenos an gaaRizianos. marketinguli kvlevisas
sajaro politikisa da eTikis ori mTavari problema arsebobs: momxmarebelTa
konfidencialobis xelyofa da kvlevis aRmoCenebis araswori gamoyeneba.
mmoommxxmmaarreebbeellTTaa kkoonnffiiddeenncciiaalloobbiiss xxeellyyooffaa.. bevri momxmarebeli marketingul
kvlevas dadebiTad uyurebs da Tvlis, rom igi sasargeblo miznebs emsaxureba.
zogierTs marTlac siamovnebs intervius micema da sakuTari Sexedulebis
gaziareba. magram zogjer momxmarebeli Zalian uaryofiTad aris ganwyobili
da marketingul kvlevebs ar endoba. maTi mcire nawili SiSobs, rom Rrma
grZnobebis Sesamowmeblad mkvlevarebma SesaZloa specialuri meTodebi
gamoiyenon da Semdeg, miRebuli codniT, maTi yidvis procesi marTon; an ganic-
dian im faqts, rom marketologebi momxmarebelTa konfidencialuri informa-
ciis uzarmazar monacemTa bazas floben.
magaliTad, DoubleClick-i qseluri momxmareblis 100 milion profils
moicavs. aris saSiSroeba, rom aseTi uzarmazari maprofilebeli monacemTa
baza aramiznobrivad iqnas gamoyenebuli da aman individebis konfiden-
cialobas safrTxe Seuqmnas. faqtobrivad, momxmareblebis zusti profilis
Sesaqmnelad DoubleClick-ma qseluri monacemebisa da momxmarebelTa panelis
kompaniis mier Segrovebuli monacemebi gaaerTiana. azrTa sakmaod didi
sxvadasxvaoba gamoiwvia DoubleClick-ma, rodesac man gamoacxada, rom apirebda
biznesmenebisaTvis veb-momxmarebelTa 100000 profilis miyidvas, maT Soris iyo
maTi saxelebi da sakontaqto informacia. Tumca,federaluri savaWro komisiis
moTxovnis safuZvelze, DoubleClick-ma axlaxan konfidencialobis radikaluri
standartebi miiRo.29
zogi gabrazebulia im faqtiT, rom, gamokiTxvis Catarebis sababiT,
zogierTi kompania maTTvis garkveuli produqciis miyidvas cdilobda.
Sesabamisad, momxmarebeli ver asxvavebs kanonier marketingul kvlevas tele-
gayidvis mcdelobisagan da interviueris laparakis dawyebamde interviuze
civ uars acxadebs. umetesoba, ubralod, aRSfoTebas gamoxatavs TavianTi
uflebebis darRvevis gamo. maT ezizRebaT satelefono Tu safosto
gamokiTxvebi, romlebic Zalian grZeli da xelSemSlelia maTTvis.
momxmarebelTa mzardi guliswyroma kvlevis industriis mTavar proble-
mad iqca. erT-erTi ukanaskneli gamokiTxvis Sedegad aRmoCnda, rom
amerikelebis 82% SeSfoTebulia im faqtiT, rom isini biznesmenebis mier maTi
personaluri informaciis gamoyenebas ver akontroleben. 41%-ma ganacxada, rom
biznesma maTi piradi samyaro daipyro. ukanasknel wlebSi am damokidebulebam
gamokiTxvebis gamoxmaurebis procenti Seamcira. erT-erTi kvlevis Sedegad
aRmoCnda, rom gasul wels amerikeli mosaxleobis 45%-ma gamokiTxvaSi monaw-
ileobaze uari ganacxada. 15 wlis win ki es maCvenebeli mxolod 24%-s udrida.
meore kvlevis Tanaxmad, momxmarebelTa 59%-ma kompaniisaTvis informaciis
miwodebaze uari ganacxa, radgan CaTvala, rom amis realuri saWiroeba ar arse-
bobda an igi Zalian piraduli iyo. 5 wlis win aseTi pasuxebis maCvenebeli 42%-
s Seadgenda.30
am problemis gadasaWrelad marketinguli kvlevebis industria
sxvadasxva xerxs mimarTavs. magaliTad, programa `Tqveni azri mniSvnelovania~,
romelic momxmarebels marketinguli kvlevis sargeblobis Sesaxeb garkveul
codnas awvdis da aswavlis, rogor ganasxvaos igi satelefono vaWrobisagan.
meore xerxi aris cxeli xazis gamoyofa, raTa xalxs SeeZlos darekva da
gamokiTxvis kanonierebaSi darwmuneba.31
dResdReobiT, bevr kompaniaSi – maT Soris IBM-Si, AT&T-Si, American Express-Si,
Doubleclick-sa da Microsoft-Si – Seqmnilia `konfidencialobis mTavari oficris~ (CPO)
Tanamdeboba, romlis movaleobaSi im momxmarebelTa saidumloebis dacva Sedis,
romlebic kompaniasTan TanamSromloben. Microsoft-is konfidencialobis mTavari
oficeri acxadebs, rom misi movaleobaa kompaniis monacemTa politikis wardgena,
raTa Tvalyuri adevnos da darwmundes, rom nebismieri programa, romelsac kompa-

141. TTaavvii 44 marketinguli informaciis marTva 137
4.3
bb ii zz nn ee ss ii ss aa qq aa rr TT vv ee ll oo SS ii
swrafad ganviTarebadma biznes ga-
remom saqarTveloSi bevri axali
kompaniis da momsaxurebis daner-
gvas Seuwyo xeli. momsaxurebis
erTi saxe, rCeva-konsaltingi yvela
kompanias sWirdeba. swored sabaz-
ro moTxovniT iyo gamowveuli kom-
pania bikonsaltingis Seqmna 2005
wels.
dReisaTvis bikonsaltingi kom-
paniebs konsultacias uwevs Sem-
deg sakiTxebSi: marketingi, mar-
ketinguli kvlevebi, menejmenti,
saoperacio menejmenti, strategiu-
li dagegmareba, finansebi.
ssaakkoonnssuullttaacciioo jjgguuffii
ganaTleba, profesionalizmi, ga-
mocdileba, gunduri muSaobis Se-
saZlebloba da interesi – es aris
Tvisebebi, romlebic sakonsulta-
cio kompaniis gundis wevrebs axa-
siaTebs. erTi miznisaTvis – war-
matebis misaRwevad.
bikonsaltingi gamoirCeva ino-
vaciuri azrovnebiT da yovelTvis
cdilobs Tavis momxmarebels Ses-
Tavazos axali produqtebi. kompa-
niam danerga iseTi produqtebi,
rogoricaa sabanko produqtebis
kvleva programuli uzrunvelyo-
fiT da momsaxurebis xarisxis
gaumjobesebis (Gap) modeli, aseve
aqtiurad anviTarebs biznesis mar-
Tvis sxvadasxva sferos autsors-
ings.
ssaabbaannkkoo pprroodduuqqttii
sakonsultacio kompania bikonsal-
tingi 2005 wlis gazafxulidan
axorcielebs sabanko produqtebisa
da tarifebis monitorings. kompania
akvirdeba saqarTvelos sabanko
sivrceSi arsebul yvela ZiriTad
produqtebs, (plastikuri baraTebi;
depozitebi; sesxebi; momsaxurebis
tarifebi; swrafi fuladi gza-
vnilebi; ganvadeba), maT parametrebs
da tarifebs.
proeqtSi monawileobs saqarT-
velos sabanko industriaSi moqmedi
yvela ZiriTadi komerciuli banki.
moZiebuli monacemebi sistematizir-
deba specialurad
Seqmnil programul
u z r u n e l y o f a S i
(diagrama 1). monace-
mebis mudmivi ganax-
leba da maTi on-
lain reJimSi ana-
lizis SesaZleblo-
ba produqts ufro
funqcionalurs, moq-
nils da paraqti-
kuls xdis.
es produqti sa-
Sualebas aZlevs sa-
banko sivrceSi moq-
med organizaciebs,
ganixilon TavianTi
produqtebi sxva bankebTan mimarTe-
baSi, gaakeTon konkurentuli anali-
zi da fex-da-fex mihyvnen konkurente-
bis inovaciebs.
ssaammoommxxmmaarreebblloo nnaapprraalliiss ((Gap--
iiss)) mmooddeellii
momxmarebeli aRiqvams xarisxs ara
rogorc zogad ganusazRvrel cne-
bas, aramed masSi aerTianebs 5 ma-
xasiaTebels. esenia sandooba, rea-
girebis unari, damajerebloba,
Tanadgoma da fizikuri garemo.
swored am 5 maxasiaTebelze dayr-
dnobiT momxmarebels uyalibdeba
molodini momsaxurebis Sesaxeb,
rac myidvelis mier am Tu im mom-
saxurebis gamoyenebis mizezs war-
moadgens. xolo momsaxurebis miRe-
bis Semdeg momxmarebels subieqturi
aRqma eqmneba, rac misTvis procesis
realuri suraTis amsaxvelia.
xSirad myidvelis molodini ar
emTxveva mis mier miRebul momsax-
urebis xarisxis aRqmas, rac iwvevs
samomxmareblo napralis warmoSo-
bas, romelic Tavis mxriv gana-
pirobebs myidvelis ukmayofilebas,
konkurentebTan gadasvlas da aR-
niSnuli kompaniis Semosavlis da-
bal maCvenebels.
arsebobs 4 saxis naprali, rom-
lebic ganapirobebs samomxmareblo
napralis arsebobas, anu iwvevs
cdomolebas momxmareblis molo-
dinisa da momsaxurebis xarisxis
aRqmas Soris.
11.. momxmarebelTa molodinis ar
codna.
bbiikkoonnssaallttiinnggii __ mmuuddaamm ssiiaaxxlliiss ZZeebbnnaaSSii
ddiiaaggrraammaa 11
gagZeleba ix. gv. 138

142. nia qmnis, momxmareblis konfidencialobis dacvas emsaxureba. agreTve, kompaniis
TanamSromelTa konfidencialobis sakiTxebi da kavSirebis Sesaxeb informaciiT
uzrunvelyofa. aseTi konfidencialobis oficris Tanamdeboba aSS-is, sul mcire,
100 kompaniaSi arsebobs da mosalodnelia, es ricxvi sakmaod swrafad gaizardos.
faqtobrivad,rogorc erT-erTi eqsperti ambobs,momxmarebelTa konfidencialobis
dacvis kanonebis wyalobiT, mosalodnelia, 2006 wlisaTvis am Tanamdebobis
samuSao adgilebis ricxvi 30000-mde gaizardos.32
rogorc American Express-is momxmareblis konfidencialobis mTavari ofi-
ceri sali qoveni acxadebs, biznesi,
romelsac kavSiri aqvs momxmareb-
lis informaciasTan, konfidencia-
lobis dacvis sakiTxebs seriozu-
lad unda miudges. `konfidencialobis
dacva, es sulac ar aris axali,
cxel-cxeli sakiTxi American
Express-Si~, _ ambobs igi. 1991 wels
kompaniam Camoayaliba konfiden-
cialobis mTeli rigi principebi-
sa, xolo 1998 wels igi pirveli iyo
im kompaniaTa Soris, romlebmac
Tavis veb-gverdebze es sakiTxebi
ganaTavses. momxmarebelTa konfi-
dencialobisken aseTi swrafvis
wyalobiT, American Express-ma axali
momsaxureba waradgina, romelic
momxmareblis konfidencialobas
icavs American Express-is sakredito
baraTiT onlianSesyidvebis dros.
American Express konfidencialobas
ganixilavs, rogorc konkurentuli
upiratesobebis mopovebis gzas,
romlis saSualebiT momxmarebeli
erT kompanias meores amjobinebs.33
daskvnis saxiT SegviZlia vTqvaT,
rom, Tu marketinguli kvleva,
informaciis sanacvlod, myidvels
138 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
22.. araswori momsaxurebis di-zain-
isa da xarisxis standartebis
SemuSaveba.
33.. standartebis Seusabamo mom-
saxurebis miwodeba.
44.. cdomileba danapirebsa da mi-
wodebul momsaxurebis Soris.
arsebuli probmleba Zalzed
aqtualuria dReisaTvis saqarTve-
loSi, gamomdinare iqidan rom kom-
paniebis umetesi nawili swored
samomxmareblo biznesSi moRva-
weobs. imisaTvis, rom kompaniam moi-
zidos momxmarebeli da SeZlos
misi SenarCuneba, man unda danergos
sistema, romelic uzrunvelyops
momsaxurebis xarisxs.
kompania bikonsaltingi aris
pirveli kompania saqarTveloSi,
romelic sTavazobs calkeul
meTodebs, romelTa saSualebiTac
SesaZlebeli xdeba, rogorc cal-
keuli napralebis daxurva, aseve
mTlianobaSi kompaniis momsaxure-
bis xarisxis gaumjobeseba, rac me-
tad mniSvnelovania yvela kompa-
niisTvis.
aauuttssoorrssiinnggii
autsorsingi pirvelad biznes
samyaroSi 1980 wels gamoCnda da
xSirad moixsenieba rogorc zo-
gierTi Sida operaciebis delegi-
reba gare, ucxo biznes erTeuleb-
ze. arsebobs bevri mizezi imisa Tu
ratom iReben kompaniebi gadaw-
yvetilebas autsorsingis Sesaxeb.
✔ ucxo kompaniis gamocdileba
sferoSi
✔ danaxarjebis Semcireba
✔ operaciebis ufro gamarTulad
marTva
✔ ZiriTad sqmianobaze koncentri-
reba
✔ zedmeti pasuxismgeblobis Ta-
vidan acileba
autsorsingi SeiZleba moxdes
rogorc funqcionaluri, aseve naw-
ilobrivi. kompaniam SeiZleba gar-
kveuli operaciebi an mTlianad
romelime departamentis funqcia
miandos sakonsultacio jgufs. es
damokidebulia adamianur resurseb-
ze da xarjebis optimizaciaze,
radganac amgvari gadawyvetileba
SeiZleba ufro efeqturi iyos sa-
boloo miznis misaRwevad.
dReisaTvis saqarTveloSi sam-
wuxarod ar aris sakmarisi kvali-
ficiuri kadri, rom warmatebulad
marTos esa Tu is biznesi. es prob-
lema xels uSlis kompaniebis gan-
viTarebas da zogierTi gakotre-
bamdec ki mihyavs. swored amitom
bikonsaltingma aqtiurad daiwyo
am mimarTulebis danergva, raTa
daexmaros kompaniebs ufro efeq-
turad warmarTon TavianTi saqmi-
anoba.
■ momxmareblis konfidencialoba: American Express-i iyo pirveli im kompaniebs
Soris, romlebmac veb-gverdebze konfidencialobis principebi ganaTavsa.
`American Express-i afasebs Tqvens konfidencialobas da yovelTvis mis sadara-
joze dgas.~

143. TTaavvii 44 marketinguli informaciis marTva 139
maRali faseulobiT uzrunvelyofs,maSin is siamovnebiT miiRebs monawileobas
kvlevaSi. magaliTad, Amazon.com-is momxmarebeli winaaRmdegi ar iqneba, Tu
firma monacemTa bazas im produqciisaTvis Seqmnis, romelsac isini yiduloben,
raTa uzrunvelyon rekomendaciebis SeTavazeba. es ki zogavs myidvelis dros
da uzrunvelyofs mas faseulobiT. amis msgavsad, Bizrates-is momxmarebeli
siamovnebiT avsebs eleqtronuli sacalo vaWrobis saitebis gamokiTxvebs,
radgan Sesyidvis gadawyvetilebis miRebisas maT saSualeba eqnebaT, sxvebis
mier dafiqsirebul reitingebs gadaavlon Tvali. mkvlevarebisaTvis saukeTeso
midgoma aris mxolod im informaciis moZieba, romelic maT faseulobis
uzrunvelsayofad sWirdebaT, misi pasuxismgeblobiT gamoyeneba da mom-
xmarebelTa nebarTvis gareSe misi gasxvisebis Tavidan acileba.
kkvvlleevviiss SSeeddeeggeebbiiss aarraasswwoorrii ggaammooyyeenneebbaa.. marketinguli kvleva darwmunebis sak-
maod Zlieri iaraRi SeiZleba iyos. xSirad, kompaniebi kvlevis Sedegebs Tavis
sareklamo kampaniebsa da gayidvebis stimulirebaSi iyeneben. zogierT
SemTxvevaSi, gamokiTxvebi swored sasurveli efeqtis mosaxdenad aris
SemuSavebuli. kompaniaTa mcire nawili Riad, eSmakuri xrikebis gamoyenebiT,
arasworad warmoaCens kvlevis Sedegebs. es aris ostaturi `gazviadebis~ ten-
denciis gamamJRavnebeli. ganvixiloT Semdegi magaliTi:34
Chrysler-is mier Catarebuli kvleva amtkicebs, rom manqanebis
satesto gatarebis Semdeg amerikelebis umravlesobas Chrysler-i
urCevnia Toyta-s. Tumca testirebaSi mxolod 100 adamiani monawi-
leobda. ufro mniSvnelovania is faqti, rom gamokiTxulTagan arc
erTs ar hyavda ucxouri manqana. amgvarad, aRmoCnda, rom isini aSS-is
warmoebis manqanebisadmi winaswarve keTilganwyobilni iyvnen.
Black Flag-is gamokiTxva: `taraknebis sawinaaRmdego disko. . . nel-
nela wamlavs taraknebs. momakvdavi tarakani Tavis budes ubrundeba
da sikvdilis Semdeg mas sxva taraknebi Wamen. Semdeg ukve es
taraknebic iwamlebian da ixocebian. Tqveni azriT, ramdenad efeqturi
iqneba am saxis produqti taraknebis dasaxocad?~ gasakviri ar aris,
rom 79%-ma ganacxada _ es saSualeba efeqturia.
erTjeradi xelsaxocebis industriis mier dafinansebuli
gamokiTxva arkvevda: `gamoangariSebulia, rom dRevandeli
nagavsayrelis 2%-ze naklebi erTjeradi xelsaxocebis narCenebia.
amis sapirispirod, sasmeli konteinerebi, mesame klasis fosta da ezos
narCenebi saSualod nagavsayrelis 21%-s Seadgens. yovelive amis
Semdeg, Tqveni azriT, samarTliania Tu ara erTjeradi xelsaxocebis
akrZalva?~ isev ar aris gasaocari, rom 84%-ma upasuxa _ `ara~.
amgvarad,kvlevis amonakrebis araswori SerCeviT an arCevanis Tu kiTxvebis
formulirebiT manipulacia did gavlenas axdens miRweul Sedegebze.
arsebobs SemTxvevebi, rodesac e.w. damoukidebel kvlevebs, realurad,
garkveuli kompaniebi afinanseben, romlebic SedegiT dainteresebulni arian.
kvlevis an misi Sedegebis ganmartebaSi Tundac mciredma cvlilebam SesaZloa
sakmaod Zlieri gavlena iqonios Sedegebis mimarTulebaze. magaliTad, arse-
bobs sul mcire 4 kargad cnobili kvleva, romlebmac erTjeradi xelsaxoce-
bis gamoyenebiT garemo pirobebze zegavlena qsovilis xelsaxocebis gavlenas
Seadares. qsovilis xelsaxocis mwarmoebeli industriis mier dafinansebulma
orma kvlevam cxadyo, rom qsovilis xelsaxocebs garemo pirobebze ukeTesi
gavlena hqonda. gasakviri ar aris, rom qaRaldis xelsaxocebis industriis
sponsorobiT Catarebulma orma kvlevam sruliad sapirispiro daskvna gamoi-
tana. magram aRmoCnda,rom,mocemuli ZiriTadi varaudis gamoyenebiT,orive kvl-
eva, Tavis mxriv, swori iyo.
imis gaTviTcnobierebiT, rom SesaZlebelia gamokiTxvis damaxinjeba, ram-
denime asociaciam – maT Soris amerikis marketingulma asociaciam da mar-
ketinguli kvlevis asociaciam – SeimuSava kvlevis eTikisa da marTvis stan-
dartebis kodeqsi. dabolos, araeTikuri an Seuferebeli moqmedebebis
regulireba, ubralod, SeuZlebelia. momxmareblisa da sakuTari interesebis
dasacavad TiToeulma kompaniam sakuTar Tavze unda aiRos xelmZRvanelobis,
kontrolisa da sakuTari marketinguli kvlevis angariSebze pasuxismgebloba.

144. 140 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
da gare partniorebiTa da sxvebiT, vinc mar-
ketingul informacias saWiroeben. mmiiss-i infor-
macias iRebs Sida monacemTa bazebis, marketin-
guli dazvervisa da marketinguli kvlevis
saSualebiT. Sida monacemTa baza Seicavs in-
formacias kompaniis gayidvebis, xarjebis, marage-
bis, fuladi mimoqcevisa da sareklamo kampaniis
Sesaxeb. aseTi informaciis mopoveba SesaZle-
belia swrafad da mcire xarjebiT, magram igi
xSirad marketingul gadawyveti-lebebTan adap-
tirebas saWiroebs. marketinguli dazverva
aris marketingul garemoSi arsebuli konkuren-
tebisa da miRwevebis Sesaxeb sajarod gavrce-
lebuli informaciis sistematuri Segroveba da
analizi. marketinguli kvleva gulisxmobs
organizaciis specifikur marketin-gul situa-
ciasTan dakavSirebuli monacemebis sistemur
Segrovebas, analizsa da moxsenebis momzadebas.
dabolos, am wyaroebis saSualebiT Segrovebul
informacias mmiiss-i menejerebs saWiro formiT da
saWiro dros awvdis, raTa ukeTesi gadawyve-
tilebis miRebaSi daexmaros.
33.. ggaannssaazzRRvvrreeTT mmaarrkkeettiinngguullii kkvvlleevviiss pprroocceessiiss
ssaaffeexxuurreebbii
marketinguli kvlevis procesis pirveli safex-
uri gulisxmobs problemis gansazRvrasa da
marketinguli miznebis dasaxvas. kvleva SesaZ-
loa iyos aRmoCeniTi, aRweriTi da mizez-
Sedegobrivi. meore safexuri _ kvlevis gegmis
Camoyalibebas, raTa moxdes pirveladi da meo-
reuli monacemebis Segroveba. mesame safexuri _
informaciis SegrovebiT, damuSavebiTa da
analiziT marketinguli kvlevis gegmis ganxor-
cielebas. meoTxe safexuri _ Sedegebis ganmar-
tebasa da angariSis wardgenas. informaciis
analizis dros SesaZlebelia gamoyenebul iqnas
analitikuri modelebi, rac marketologebs
ukeTesi gadawyvetilebis miRebaSi daexmareba.
Sida da gare meoradi monacemebis wyaroebi
uzrunvelyofen informacias ufro swrafad da
dabali danaxarjebiT, vidre pirveladi monace-
mebi. zogierT SemTxvevaSi, maT SeuZliaT iseTi
saxis informacia gamoavlinon, romlis Segro-
vebas kompania sakuTari saxsrebiT ver SeZlebs.
mkvlevarebma aseve unda Seafason meoreuli
monacemebi, raTa darwmundnen, rom igi aris
Sesatyvisi,zusti,axali da miukerZoebeli. aseTi
zomebis miReba saWiroa pirveladi monacemebis
Sefasebis drosac. pirveladi monacemebis Seg-
rovebis TiToeul meTods – dakvirveba, gamo-
kiTxva da eqsperimenti _ Tavisi dadebiTi da
uaryofiTi mxareebi gaaCnia. pirveladi kvlevis
dakavSirebis TiToeul meTodsac – fosta, tele-
foni, pirispir da eleqtronuli – gaaCnia Tavisi
upiratesobebi da naklovanebebi.
wina TavSi Cven ganvixileT marketin-
guli garemo. am TavSi SeviswavleT,
rogor esmiT marketologebs sabazro
sivrcisa da myidvelis. agreTve gan-
vixileT is saSualebebi, romlebic
informaciis Segrovebisa da marTvisaTvis
gamoiyenebian. am informacias marketingis mene-
jerebi da gadawyvetilebis sxva mimRebebi
iyeneben sabazro sivrceSi SesaZleblobebis
gamosavlenad da marketinguli SeTavazebebis
Sesaqmnelad. momdevno TavSi Cven kvlav davub-
rundebiT da ufro axlodan SevxedavT myid-
velebsa da maT qcevas.
dRevandel kompleqsur da swrafad cvalebad
bazarze efeqturi da drouli gadawyvetilebe-
bis misaRebad marketinguli menejerebi ufro
met da ukeTes informacias saWiroeben. informa-
ciis aseTi gazrdili saWiroeba ganapiroba
informaciis miwodebis teqnologiebis sisteme-
bis ganviTarebam. axali teqnologiebis gamoye-
nebiT dRes kompaniebi didi moculobis infor-
macias floben, xandaxan sakmaod bevrsac ki.
magram marketologebi mainc xSirad uCivian
saWiro informaciis naklebobas an araswor
informacias. amis sapasuxod, raTa menejerebs
daexmarnon bazrisa da momxmareblis Sesaxeb
informaciis mopovebasa da marTvaSi, bevri kom-
pania swavlobs menejerTa moTxovnilebebs
informaciaze da informaciuli sistemis dan-
ergvis sakiTxebs.
11.. ggaannmmaarrtteeTT kkoommppaanniiiissaaTTvviiss iinnffoorrmmaacciiiissaa ddaa
ssaabbaazzrroo ssiivvrrcciiss SSeeccnnoobbiiss mmnniiSSvvnneelloobbaa..
marketinguli procesi iwyeba sabazro sivrcisa
da myidvelTa moTxovnilebebisa da survilebis
sruli gagebiT. amrigad, momxmareblisaTvis
saukeTeso faseulobisa da kmayofilebis Sesaq-
mnelad kompania sasargeblo informacias saWi-
roebs. mas aseve sWirdeba informacia konkuren-
tebis, gadamyidvelebisa da bazarze arsebuli
sxva moqmedi pirebisa da Zalebis Sesaxeb. sul
ufro xSirad marketologebi informacias gani-
xilaven ara mxolod ukeTesi gadawyvetilebis
miRebis aucilebel pirobad, aramed rogorc
mniSvnelovan strategiul aqtivsa da mar-
ketingul iaraRs.
22.. ggaannssaazzRRvvrreeTT mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss ssiiss--
tteemmaa ((mmiiss)) ddaa ggaanniixxiilleeTT mmiissii nnaawwiilleebbii..
marketinguli informaciis sistema (mis) moicavs
pirovnebebs, aRWurvilobasa da procedurebs,
romelTa saSualebiTac xorcieldeba drouli,
saWiro da zusti informaciis SerCeva da mar-
ketinguli gadawyvetilebebis mimRebebisaTvis
misi gadacema. kargad SemuSavebuli informaciis
sistema mmiiss-i iwyeba da mTavrdeba informaciis
gamomyeneblebiT – marketingis menejerebiT, Sida
SSeeiissvveenneeTT::
kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall

145. TTaavvii 44 marketinguli informaciis marTva 141
44.. ggaannmmaarrtteeTT,, rrooggoorr aaxxddeennss kkoommppaanniiaa mmaarrkkeettiinn--
gguullii iinnffoorrmmaacciiiiss aannaalliizzssaa ddaa ggaavvrrcceelleebbaass..
Sida monacemTa bazis, marketinguli dazvervisa
da marketinguli kvlevebis saSualebiT mopove-
buli informacia, xSirad, analizs saWiroebs. es
gulisxmobs rogorc statistikur analizs,aseve
sxvadasxva analitikuri modelis gamoyenebas,
rac marketologebs ukeTesi gadawyvetilebis
miRebaSi exmareba. dReisaTvis bevrma kompaniam
SeiZina egreT wodebuli myidvelTan urTierTo-
bebis marTvis sistema (CRM), romelic maT
uzrunvelyofs monacemTa bazaSi arsebul indi-
vidualur myidvelTa Sesaxeb uzarmazari mocu-
lobis monacemebis integraciiT, analiziTa da
gamoyenebiT.
marketinguli informacias aranairi fasi ara
aqvs, Tu masze dafuZnebiT optimaluri gadaw-
yvetilebis miReba ar moxda. amgvarad, mar-
ketinguli kvlevebis specialistebma unda
uzrunvelyon informaciis xelmisawvdomoba im
pirebisaTvis, romlebic marketingul gadawyve-
tilebebs iReben. es gulisxmobs menejerTa
uzrunvelyofas sxvadasxva maCvenebelze sistem-
aturi angariSebiT, dazvervis ganaxlebuli
monacemebiTa da kvlevis Sedegebis Sesaxeb
gakeTebuli moxsenebiT. am procesis gasaumjobe-
seblad bevri firma intranetsa da eqstranets
iyenebs. Tanamedrove teqnologiis wyalobiT,
marketingis menejerebs informaciaze pirdapir
miuwvdebaT xeli nebismier drosa da virtualu-
rad nebismieri adgilidan.
55.. ggaanniixxiilleeTT ssppeecciiffiikkuurrii ssaakkiiTTxxeebbii,, rroommeellTTaa
wwiinnaaSSee ddggaannaann mmkkvvlleevvaarreebbii,, mmaaTT SSoorriiss ssaajjaarroo
ppoolliittiikkiissaa ddaa eeTTiikkiiss ssaakkiiTTxxeebbii..
zogierTi marketologi marketingul kvlevas
atarebs mcire biznesisTvis, arakomerciuli
organizaciisaTvis an saerTaSoriso saqmianobis
mqone kompaniisaTvis. marketinguli kvlevisas
sajaro politikisa da eTikis ori mTavari pro-b-
lema arsebobs: momxmarebelTa konfidencialo-
bis xelyofa da kvlevis aRmoCenebis araswori
gamoyeneba. marketingis menejerebma es sakiTxebi
optimalurad unda gadawyviton.
TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii
aammoonnaakkrreebbii Sample
aaRRmmooCCeenniiTTii kkvvlleevvaa Exploratory research
aaRRwweerriiTTii kkvvlleevvaa Descriptive research
ggaammookkiiTTxxvvaa Survey research
ddaakkvviirrvveebbaa Observational research
eerrTTwwyyaarrooiiaannii mmoonnaacceemmTTaa Single-source data systems
ssiisstteemmaa
eeqqssppeerriimmeennttuullii kkvvlleevvaa Experimental research
mmaarrkkeettiinngguullii ddaazzvveerrvvaa Marketing intelligence
mmaarrkkeettiinngguullii iinnffoorrmmaa-- Marketing information
cciiiiss ssiisstteemmaa ((mmiiss)) system (MIS)
mmaarrkkeettiinngguullii kkvvlleevvaa Marketing research
mmeeoorreeuullii mmoonnaacceemmeebbii Secondary data
mmiizzeezzSSeeddeeggoobbrriivvii kkvvlleevvaa Causal research
mmyyiiddvveellTTaann uurrTTiieerrTToobbiiss Costomer relationship
mmaarrTTvvaa management (CRM)
oonnllaaiinnmmoonnaacceemmTTaa bbaazzaa Online databases
oonnllaaiinnmmaarrkkeettiinngguullii kkvvlleevvaa Online marketing research
ppiirrvveellaaddii mmoonnaacceemmeebbii Primary data
ffookkuuss--jjgguuffiiss ggaammookkiiTTxxvvaa Focus group interviewing
SSiiddaa mmoonnaacceemmTTaa bbaazzaa Internal databases
ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii
11. ra gansxvavebaa Sida monacemTa
bazas,marketingul dazvervasa da mar-
ketingul kvlevas Soris? Tavis mxriv,
rogor exmareba TiToeuli meTodi organizacias
sainformacio moTxovnilebebis dakmayofile-
baSi?
22. warmoidgineT, rom Tqven xarT garujvis Semdeg
gamosayenebeli losionis brendis menejeri.
CamoayalibeT aRmoCeniTi kvlevis miznebi, aRwe-
riTi kvlevis miznebi da mizezSedegobrivi kvle-
vis miznebi Tqveni produqtisTvis. ra gansxvave-
bebi iqneba monacemTa Segrovebis dros
TiToeuli kvlevis miznis misaRwevad?
33.. mcire bizness aqvs limitirebuli biujeti,
ris gamoc izRudeba Casatarebeli kvlevebis
pirvelsaxe da moculoba. patara jgufebSi
imsjeleT, ra SeiZleba gaakeTos avejis patara
sacalo maRaziis mflobelma konkurentebisa da
momxmareblis Sesaxeb informaciis mosapoveblad
limitirebuli biujetis pirobebSi.
44.. ganixileT unikaluri gamowvevebi, romlebsac
mkvlevarebi sxva qveynebSi kvlevis warmoebisas
SeiZleba gadaawydnen. rogor SeiZleba am
dabrkolebebis gadalaxva?
55.. ra upiratesobebi gaaCnia meoreul monacemebs
pirveladTan SedarebiT? ra upiratesoba gaaCnia
pirvelad monacemebs meoreulTan SedarebiT?
ratom aris meoreuli monacemebi marketinguli
kvlevis aTvlis saTave?
66.. misaloci baraTebis SerCevis dros rogor
SeiZleba dakvirvebis gamoyeneba momxmareblis
gadawyvetilebis procesis gasagebad? kidev ra
informacias unda flobdeT momxmareblis mier
misaloci baraTebis arCevanis Sesaxeb (informa-
cia, romlis mopoveba SeuZlebelia dakvirvebis
iimmooggzzaauurreeTT

146. 142 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
saSualebiT) da rogor SeiZleba maTi mopoveba?
ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii
11.. erT-erTi kvlevis Tanaxmad, 7 milionze metma
adamianma saxlis regularuli telefonis xazi
fiWuri telefoniT Caanacvla. warmoidgineT,
rom Tqven xarT qalaqis fiqsirebuli satele-
fono qselis mqone kompaniis TanamSromeli,
romelic nel-nela momxmarebels kargavs.
aRwereT eqsperimenti da gamokiTxva, romlebic
Tqvens kompanias am tendenciis daZlevaSi daex-
mareba. romeli midgoma iqneba kvlevis am
sakiTxis gadasaWrelad yvelaze azriani?
22.. Tqven da kidev sami studenti muSaobT United
Airlines-Si. Tqven xarT im komisiis wevrebi,
romelmac momxmarebelTa kmayofilebis
gasazomad kiTxvari unda Seqmnas da kvleva
Caataros. gundis TiToeulma wevrma TiTo
dakavSirebis meTodi unda aiRos (safosto,
satelefono, pirispir da internetiT) da sxva
wevrebs am meTodiT kvlevis Catarebis upirate-
sobebi daumtkicos. imsjeleT am meTodebis
dadebiT da uaryofiT mxareebze, Semdeg jgufSi,
xmis micemis saSualebiT, am oTxidan erT-erT
meTods upiratesoba mianiWeT.
33.. Tvali gadaavleT 4.1 cxrilSi mocemul gare
sainformacio wyaroebs. amoirCieT sami veb-
gverdi da ewvieT mas. ra saxis monacemebis
mopoveba SeuZlia axali savaWros adgilmdebare-
obis gansazRvriT dainteresebul Toyota-s man-
qanebis dilers?
tteeqqnnoollooggiiuurr ssaammyyaarrooSSii
SAP aris programuli uzrunvely-
ofis wamyvani mewarme, romelic acx-
adebs, rom misi klientebis sia
Seicavs Jurnal Fortune-is mier dasax-
elebuli 500 warmatebuli kompaniis umetesobas.
misi produqcia gamoiyeneba gayidvebisa da dis-
tribuciis, produqciis, maragebisa da myidvelTa
angariSgebis marTvisaTvis. misi erT-erTi pro-
duqti aris myidvelTan urTierTobebis marTvis
moduli, romlis mizania, kompaniebs daexmaros
individualur momxmarebelTan dakavSirebuli
didi moculobis informaciis marTvaSi. ewvieT
SAP-is veb-gverds (www.sap.com) da waikiTxeT
myidvelTan urTierTobebis marTvis saSuale-
bebis Sesaxeb.
11.. SAP-is veb-gverdze xelmisawvdom informaci-
aze dayrdnobiT, daaxasiaTeT CRM-is (myidvel-
Tan urTierTobebis marTva) zogierTi SesaZ-
lebloba.
22.. Tu Tqven momxmarebelTa monacemTa bazas
qmniT, raTa individualuri momxmareblebis mo-
nacemebi sastumroebis qselisaTvis gamoiyenoT,
ra saxis informacias moipovebdiT momxmareb-
lis Sesaxeb?
33.. rogor SeagrovebdiT informacias sastumroe-
bis momxmareblebis Sesaxeb da rogor gamoi-
yenebda marketingis menejeri am informacias
momxmareblebTan urTierTobis gasaumjobese-
blad?
satelefono da internetgamokiTxve-
bis Catareba ufro garTulda, radgan
xSirad eWviani momxmarebeli amas
msubuqad SeniRbul savaWro zarebad
aRiqvams. ufro metic, momxmareblebi
zrunaven TavianT konfidencialoba-
ze da ar surT, rom maTi piradi informacia
arasworad gamoiyenon. amasTan erTad, usarge-
blo el-fostis – spamis (SPAM) miRebisas (zo-
gierTi Sefasebebis Tanaxmad,uaxloes momavalSi
spami mTeli el-fostis naxevarze mets Seadgens)
bevrs ar- aqvs dro,ganasxvaos kanonieri kvlevis
Txovnebi usargeblo produqciis reklamisagan
da, sabolood, saqme maTi waSliT mTavrdeba.
11.. ra zomebs unda mimarTos kanonieri gamokiT-
xvis menejerma internet da satelefono gamo-
kiTxvebisadmi sazogadoebis mzardi winaaRmde-
gobis dasaZlevad?
22.. warsulSi, rodesac gTxovdnen satelefono an
internetgamokiTxvaSi monawileobas, ras pasu-
xobdiT? migiRiaT Tu ara monawileoba? ratom?
33.. ra meTodebs unda mimarTos kompaniam,romelic
internetgamokiTxvebs atarebs, rom Tavisi ele-
qtronuli gzavnili spamisagan ganasxvaos?
eeTTiikkiiss ssaammyyaarrooSSii
Burke, Inc.-is biznessituacia moTavse-
bulia wignis bolos, danarT 1-Si.
uuccxxoouurrii bbiizznneessssiittuuaacciiaa

147. TTaavvii 44 marketinguli informaciis marTva 143
qqaarrTTuullii bbiizznneessssiittuuaacciiaa
SBDF-- mmcciirree bbiizznneessiiss ggaannvviiTTaarreebbiiss ffoonnddii
ssaammeeggrreellooss rreeggiioonnSSii
samegrelo _ saqar-
Tvelos erT-erTi
gamorCeuli da mniS-
vnelovani regioni _
samwuxarod 1990-iani wlebis dasawyisSi samo-
qalaqo areulobis da dapirispirebis Sedegad
mniSvnelovnad dazaralda. sitaucia kidev ufro
damZimda afxazeTSi ganviTarebuli cnobili
movlenebis Semdeg ris Sedegadac samagrelo
aRmoCnda separatistebis mier inspirirebuli
saomari moqmedebebis sazRvarze.
aseT pirobebSi samegrelos warmatebuli
socialur-ekonomikuri ganviTareba, mniSvnelo-
vani maniSnebeli faqtoria afxazeTTan mimar-
TebaSi.
amgvari fonis pirobebSi, adgilobrivi
moTxovnilebebis gaTvaliswinebiT, 2000 wlis
oqtomberSi am regionSi funqcionireba daiwyo
,,,,ddaannaazzooggeebbiissaa ddaa sseessxxeebbiiss pprrooeeqqttmmaa’’’’, romelic
miznad isaxavda samegloSi Raribi da
dabalSemosavliani mosaxleobisaTvis finan-
suri momsaxureobisadmi xelmisawvdomobis
uzrunvelyofas. proeqti daarsda saerTaSoriso
britanuli organizacia Oxfam-isa da holandi-
uri organizacia Novib-is erToblivi SeTan-xme-
bis Sedegad.
2003 wlis maisSi Novib-is mier saqarTvelos
proeqti dasaxelda, rogorc yvelaze ufro
dinamiuri da perspeqtiuli sam kavkasiur proe-
qts Soris da Sesabamisad miiRo mniSvnelovani
damatebiTi sagranto dafinanseba 2003-2004 safi-
nanso wlebisTvis, ramac uzrunvelyo proeqtis
Semdgomi zrda.
2003 wlis seqtemberSi proeqti gamoeyo Oxtam-
s da daregistrirda rogorc mmcciirree bbiizznneessiiss
ggaannvviiTTaarreebbiiss ffoonnddii (SBDF).. Ffondis erTaderTi
damfuZnebelia Oxfam-i (didi britaneTi).
fondi miznad isaxavs samegrelos regionSi
da mis momijnave raionebSi mcire biznesis
ganviTarebisaTvis saWiro pirobebis xelSew-
yobas da mosaxleobaSi siRaribis da
umuSevrobis donis Semcirebas.
aRniSnuli miznis misaRwevad fondi iyenebs
msoflioSi da gansakuTrebiT ki ganviTarebad
qvenebSi farTod aprobirebul mikrosafinanso
momsaxureobas, romelic am etapze warmodge-
nilia specializirebuli mikro sesxebiT.
mosaxleobis miznobrivi segmentis dafinansebis
gziT fondi xels uwyobs damwyebi da
dabalSemosavliani mewarmeebis saqmiani unar-
Cvevebis gamomuSavebas da rentabeluri ekonomi-
kuri saqmianobis sawarmoeblad adeqvaturi sas-
tarto da sabrunavi kapitalis akumulirebas.
organizaciisTvis tipiur samizne segments
warmodgens samegrelos regionis ekonomikurad
aqtiuri mosaxleoba, romelic eweva mcireSemo-
savlian samewarmeo saqmianobas _ vaWrobis, mom-
saxurebis, soflis meurneobis da warmoebis
sferoSi.
dRidan daarsebisa organizaciis sakredito
sqema ganicdida mudmiv transformacias, rac
gamowveuli iyo mikrosafinanso bazarze swra-
fad cvalebad garemosTan organizaciis strate-
giis harmonizaciis aucileblobiT.
2000 wlidan 2004 wlis CaTvliT organizaciis
ZiriTad sasesxo produqts warmoadgenda jgu-
furi sesxebi ukiduresad dabalSemosavliani
mosaxleobisaTvis, romelic uzrunvelyofda
mxolod Zalian viwro segmentis interesebs min-
zobriv bazarze da amdenad mniSvnelovnad afer-
xebda organizaciis Semdgom ganviTarebas. meo-
res mxriv organizaciis mier dagegmili swrafi
zrdis kursi da samoqmedo arealis gavrcoba
asocirdeboda mniSvnelovan riskebTan, rac
aucilebels xdida gadasinjuliyo miznobriv
segmentze mimdinare tendenciebi da Sesabamisad
organizaciis stretegia da sasesxo riskebis
dazRvevis meqanizmebi.
2004 wels organizaciis dakveTiT, mar-
ketinguli kvlevebis kompaniis `eeiissiiTTii kkvvlleevviiss~
mier Catarebuli iqna kompleqsuri sabazro kvl-
eva, romelic miznad isaxavda bazarze arsebuli
ZiriTadi moTxovnebisa da tendenciebis Sefase-
bas, konkurentul analizs da saresurso segmen-
tis gamovlenas. `eeiissiiTTii kkvvlleevviiss~ TanamSrom-
lebis mier SemoTavazebuli mignebebi da
rekomendaciebi safuZvlad daedo fondis mier
SemuSavebul dicersificirebul da inovaciur
sakredito strategias, romelic dRemde aqtu-
aluria da uzrunvelyofs mikrosafinanso
bazarze organizaciis konkurentunarianobas da
efeqturobas grZelvadian perspeqtivaSi.
kvlevis Sedegad gamovlinda am regioni-
saTvis mikro dakreditebis potenciuri bazris
dargobrivi struqtura, romelic warmodgenilia
cxrilSi (cxrilSi ,,sididis’’ qveS igulisxmeba
TiToeul sferoSi moqmedi mcire biznesis
warmomadgenelTa raodenoba).
zzuuggddiiddii PPffooTTii sseennaakkii KKxxoobbii
sseeggmmeennttii wwiillii ssiiddiiddee wwiillii ssiiddiiddee wwiillii ssiiddiiddee wwiillii ssiiddiiddee
vaWroba 64.4% 8611 74.7% 1299 64.1% 2330 59.7% 1980
vaWroba/servisi 30.8% 4119 24.4% 424 31.4% 1142 38.6% 1280
agraruli seqtori 4.6% 615 0.9% 16 4.6% 167 1.7% 56
aqtiur biznesSi
CarTuli sul 100% 13371 100% 1739 100% 3635 100% 3316
droebiT SeCerebu-
li biznmesebi __ 3301 __ 117 __ 216 __ 513
mikro dakredite-
bis potenciuri
bazari
__ 16672 __ 1856 __ 3851 __ 3830

148. 144 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba
diagramaze mocemulia am regionis 4 ZiriTad
raionSi Catarebuli gamokiTxvis Sedegad
gamovlenili 10 000 dolarze naklebi sesxis
aRebis msurvel mcire mewarmeTa (moqmedi da
droebiT SeCerebuli) raodenoba (anu mikro-
dakreditebis potenciuri bazari samegrelos
regionSi). gamokiTxvam cxadyo individualur
kreditebze moTxovnis absoluturi upiratesoba
jgufur sesxebze moTxovnasTan SedarebiT,
romelmac gamokiTxulTa mxolod 2%-i Seadgina.
2004 w-is nomeberSi—samegrelos bazarze ufro
Rrmad SeRwevis mizniT gaixsna SBDF-is senakis
filiali, xolo 2005 wlis ianvarSi, organizacia
Seudga axali dakreditebis politikis ganxor-
cielebas da axali sasesxo produqtebis
testirebas. 2005 wlis maisSi organizaciam
miiRo mniSvnelovani dafinanseba Oxfam-dan
mcire da saSualo sawarmoebis ganviTarebisa da
umuSevrobis SemcirebisaTvis, xolo ukve 2006
wlis ianvarSi fondma miaRwia rentabelobisa
da TviTdafinansebis 100%-ian maCvenebels.
SBDF-s finansuri momsaxureba am etapze war-
modgenilia ramdenime sasesxo produqtiT, rac
uzrunvelyofs organizaciis finansur
ganviTarebas da aseve mniSvnelovnad zrdis mom-
saxurebis efeqturobas. aRniSuli sasexo pro-
duqtebi moicavs jgufur da individualur
mikro sesxebs ukiduresad dabalSemosavliani
ekonomikurad aqtiuri mosaxleobisaTvis
rogorc giravnobiT, aseve giravnobis gareSe, maT
Soris:
■ individualuri mcire sesxebi registrire-
buli mcire mewarmeebisaTvis vaWrobis sfero-
Si;
■ individualuri mcire sesxebi warmoebisa da
momsaxurebis sferosaTvis, rogorc damwyebi
ise moqmedi sawamroebisaTvis;
■ individualuri da jgufuri sesxebi fer-
meruli warmoebebisaTvis.
■ individualuri mcire sesxebi araregistrire-
buli mcire mewarmeebisaTvis
momdevno minimum sami wlis ganmavlobaSi
organizaciis sakredito sqema ZiriTadad war-
modgenili iqneba arsebuli sasesxo produq-
tebiT.
miznobriv segmentze warmodgenili sawarmoe-
bis legalurobis dabali xarisxis gaTvalis-
winebiT, rac ganpirobebulia araregistrire-
buli mewarmeebis sakmaod did moculobiT,
fondis saqmianoba da konkretulad ki misi
dakreditebis politika arapirdapiri gziT
xels uwyofs samewarmeo saqmianobis legaliza-
cias, Tumca warmodgenili sakredito politika
agreTve iTvaliswinebs agraruli da naxevrad
agraruli mosaxleobis im ZiriTadi masis
interesebsac, romlebic TavianTi ekonomikuri
saqmianobis mcire masStabebis gamo naklebad
aris motivirebuli awarmoos registrirebuli
biznesi.
fondis Sereuli socialur-ekonomikuri miz-
nebisa da amocanebidan gamomdinare, mis ZiriTad
strategias warmodgens tipiurad agraruli da
naxevrad agraruli im ekonomikurad aqtiuri
segmentis aTviseba, romelic tradiciuli komer-
ciuli finansuri kapitalis interesis miRma
darCa. swored amitom saerTo socialur-ekono-
mikuri efeqtis gaumjobesebis da aseve sasesxo
dabandebis diversificirebis mizniT fondi
gansakuTrebul yuradRebas uTmobs wvrili war-
moebis/momsaxurebis, fermeruli meurneobebis da
msgavsi strategiuli mniSvnelobis dargebis
aTvisebas. Sedegad fondis dakreditebis poli-
tika miznobrivad xels uywobs mewarmeTa moti-
vacias reinvesticiebis gansaxorcieleblad.
fondi misi finansuri saqmianobis profili-
dan gamomdinare, warmodgens garkveul special-
izirebul, Sualeduri funqciis matarebel
finansur instituts _ komerciul mikrosafi-
nanso banksa da araformalur mikrodafinanse-
bis sferos Soris. Sesabamisad sakredito
strategia prioritetulad warmoadgens aras-
tandartul, magram ekonomikurad dasabuTebul
alternatiul dakreditebis sqemebs, romlebic
maqsimalurad moicaven mikrosakredito bazris
mTel dargobriv speqtrs, samizne jgufebis indi-
vidualuri ekonomikuri interesebis gaTvalis-
winerbiT. dakreditebis politikis gansaz-
Rvrisas fondi upiratesobas aniWebs naklebad
standartul da diversificirebul sasesxo pro-
duqtebs, romlebic moqnilad esadageba rogorc
ukiduresad dabalSemosavlian, aseve SedarebiT
ufro dinamiur mewarmeTa tendenciebs.
amgvarad mcire biznesis ganviTarebis fondi,
iseve rogorc zogadad mikrosafinanso organi-
zaciebi, warmoadgens efeqtur saSualebas
qveyanaSi umuSevrobisa da siRaribis donis
Sesamcireblad;
organziacia amJamad imyofeba misi ganviTa-
rebis Zalzed mniSvnelovan etapze, radgan miR-
weuli socialur-ekonomikuri Sedegebi qmnis
xelsayrel pirobebs fondis swrafi tempebiT
ganviTarebisaTvis da paralelurad misi
mmarTvelobis Zalisxmeva mimarTulia grZel-
vadiani finansuri resursebis da alternatiuli
dafinansebis wyaroebis moZiebisaken, rac
organizaciisaTvis warmoadgens sasicocxlo
mniSvnelobas.

149. zemoT aRniSnuli kvlevis safuZvelze Semu-
Savebuli kursis Tanmimdevrulad da sworad
dagegmvis Sedegad 2005-2006 wlebisaTvis, mini-
maluri riskebiT SBDF--mmaa moaxerxa 128%-iani
zrdis maCveneblis miRweva da samgrelos
bazarze warmoadgens erTerT mTavar moTamaSes
mikro dakreditebis sferoSi, miuxedavad sak-
maod mzardi konkurenciisa iseTi msxvili da
gamocdili organizaciebis mxridan, rogoricaa
pprrookkrreeddiitt bbaannkkii,, FINCA ssaaqqaarrTTvveelloo,, ssaaqqaarr--
TTvveellooss bbaannkkii da ramdenime sxva finansuri
instituti. mzardi konkurencia ki pozitiurad
aisaxeba momsaxurebis pirobebis moqnilobaze,
rac mniSvnelovani faqtoria mcire da saSualo
bisnesis ufro swrafi ganviTarebisaTvis.
2007-2008 wlebis ganmavlobaSi dagegmilia
mmcciirree bbiizznneessiiss ggaannvviiTTaarreebbiiss ffoonnddiiss trasforma-
cia komerciul, mogebaze orientirebul
organziaciad, rac mniSvnelovnad Seuwyobs
xels mis institucionalur ganviTarebas da
gazrdis potenciuri investorebis mozidvis
albaTobas.
SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::
1. Tqveni azriT. sworad aris Tu ara SerCeuli
miznobrivi seqtoris qvesegmentebi? ratom?
22.. Tqveni azriT, ra xelSemwyobi da xelis
SemSleli pirobebia samegrelos regionis
socialur-ekonomikuri ganviTarebis gzaze?
33.. rogor SeafasebdiT diagramaze miRebul
regionSi Catarebul gamokiTxvis Sedegebs?
44.. rogor aisaxeba fondis transformacia
komerciul organizaciad mis saqmianobaze?
TTaavvii 44 marketinguli informaciis marTva 145

150. ■ 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.

151. 5momxmareblisa da
organizaciuli myidvelis
qceva
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 ubiZgebs
momxmarebels, 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.
m
xolod ramdenime brendi Tu iwvevs momxmarebelSi erTgulebis iseT
Zlier grZnobas,rogorsac Harley-Davidson-is mflobelebi amJRavneben. Harley-s
myidvelebi 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-is
kvireuls. 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-Si
motocikletebis 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

152. 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 gayidva
gaoTxmagda, 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 baikerebs
sTavazobs, vidre meamboxeebs. Harley-is myidveli daaxloebiT 46 wlis, ojaxis
mepatrone mamakacia, romlis Semosavali saSualod 78 300 dolaria. `am
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. `ar 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. `is 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 axal
suls 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 `amerikuli 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

153. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 169
mmoommxxmmaarreebblliiss qqcceevvaa
yyiiddvviissaass (Consumer
buyer 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-is
floba 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 sul
sxvaa.”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 (Consumer
market)
yoveli individua-
luri piri da Sina-
meurneoba, romelic
produqcias da mom-
saxurebas piradi
moxmarebisaTvis
iZens.

154. 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
170 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
ssuurraaTTii 55..1155..11
myidvelis qcevis modeli
ssuurraaTTii 55..2255..22
momxmareblis qcevaze
moqmedi faqtorebi

155. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 171
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-ma
Tavis 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.

156. 172 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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 En
Espanol (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-is
brendis 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.

157. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 173
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-i
Zalisxmevas 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-is
Cinur 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.

158. Cadebuli investiciebis ukugeba. amis gamo Schwab-is APS-is
klientebi 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.
174 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
ssoocciiaalluurrii kkllaassii
(Social class)
sazogadoebis Seda-
rebiT mudmivi danaw-
ileba sxvadasxva
klasebad, romlis
wevrebsac erTnairi
faseulobebi, intere-
sebi da qcevis wese-
bi aqvT.

159. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 175
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
ssuurraaTTii 55..3355..33
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.

160. 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 Fat
Promotions-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’s
POX-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
176 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
■ 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.

161. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 177
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 maRaziis
esTetikas. 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 ufro
megobruli 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-s
reklamebi bavSvebze arian orien-
tirebulebi. magaliTad, erT-erT
reklamaSi Sienna-s dizaincentris
inJinrebi 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~.

162. 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.
178 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba

163. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 179
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-is
saZine-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.

164. 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
180 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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-is
ganqorwinebaze gadaRebulma sate-
levizio reklamam wlebs gauZlo.
erT dros mosiyvarule ganqorwi-
nebuli wyvili, romelmac gaiyo sa-
recxi da saSrobi manqanebi, Sears-Si
dadis sayofacxovrebo teqnikis
sayidlad. isini uxerxulad uRimian
erTmaneTs. es cxovrebiseuli situa-
ciis iumoristuli aRqmaa.
ramdenime wlis win Ikea-m gauSva
satelevizio 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.

165. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 181
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-is
markis 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 brendis
pirveli momxmareblebi da Semdeg maTi
msgavsi adamianebi amoecnoT. xalxma Iron
City-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 Iron
City-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.

166. ■ 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 qmnis
iseT 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.
182 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
ppiirroovvnneebbaa (Personality)
individis unikaluri
fsiqologiuri maxa-
siaTeblebi, romle-
bic ayalibebs Seda-
rebiT xangrZliv da
Tanmimdevrul qcevas
garemosTan mimarTe-
baSi.

167. 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.
TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 183
■ 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.

168. 184 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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. Shell
Oil-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-isadmi
maT grZnobebs gamoxatavda. oiSlim
gadawyvita, rom radikaluri gadaw-
yvetilebebis dro dadga. imisaTvis
rom momxmareblis yuradReba miepyro
benzinis brendisaTvis, Shell-i ufro
Sors 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.

169. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 185
Semdeg mkvlevarma respondentebi
daabruna Soreul bavSvobaSi. `isini
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 motivaciis
kvleva 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 daiqirava
fsiqologi 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. `es 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. `am 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. `uol 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 da
DaimlerChrysler-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, “The
Return of the Hidden Persuaders,” Salon Media,
September 27, 1999, accessed online at
www.salon.com. Also see Annetta Miller and Dody
Tsiantar, “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 the
Corporate Design Foundation Web site, www.cdf.org,
June 2003; “Taste—Review & Outlook: Sweet 16,”
Wall Street Journal, January 24, 2003, p. W13; and
information found at www.ptcruiserclub.com, August
2003.
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.

170. 186 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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-is
fotokamera, 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
ssuurraaTTii 55..4455..44
moTxovnilebis ierar-
qia maslous mixedviT

171. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 187
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.

172. 188 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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 Milk
Processors Education Program (MilkPEP)) daiwyo
sareklamo 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.

173. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 189
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.
ssuurraaTTii 55..5555..55
myidvelis gadawyveti-
lebis miRebis procesi

174. 190 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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

175. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 191
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 (Cognitive
dissonance)
myidvelebis diskom-
forti, gamowveuli
e.w. yidvis Semdgomi
konfliqtiT.

176. 192 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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 (New
product)
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.

177. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 193
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.
ssuurraaTTii 55..6655..66
momxmarebelTa tipebi
inovaciebis aTvisebis
siswrafis mixedviT.

178. 194 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
■ 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 ssaazzRRvvrreebbiiss
mmiiRRmmaa 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.

179. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 195
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 da
mravali 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 buyer
behavior)
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.

180. 196 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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 sawyis
erT-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 biznesbazarze
mxolod 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-is
mikroprocesorebze dafuZnebul personaluri kompiuterebis gayidvas xels
uwyobs. Intel-is Cipebze mzardi moTxovna zrdis maTi gamoyenebiT Seqmnil per-
sonalur kompiuterebze moTxovnas, rac Intel-isa da misi biznespartniorebis
gamarjvebis 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 Fabrie
Protector-i – naxoT tansacmlis iseT seriebze, rogoricaa Levi’s-is Dockers-i, Donna
Karan-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 (Derived
demand)
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.

181. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 197
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.~

182. 198 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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
ssuurraaTTii 55..7755..77
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.

183. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 199
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.

184. 200 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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, ChemStation
yidis 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-is
samedicino 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.

185. 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-s
satvirTo 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).
TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 201

186. 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
202 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
■ emociebi TamaSoben mniSvnelo-
van rols organizaciul Sesyid-
vebSi. suraTze moyvanili Volvo-s
satvirTo 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~.
ssuurraaTTii 55..8855..88
myidveli organizaciis
qcevaze ZiriTadi gav-
lenis mqone faqtorebi

187. 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
TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 203
ssuurraaTTii 55..9955..99
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.

188. 204 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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 aqvs
saCvenebeli, 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

189. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 205
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 the
Romans Do,” The Atlanta Journal-Constitution,
January 22, 1990, pp. D1, D6. Additional examples
from Terri Morrison, Wayne A. Conway, and
Joseph J. Douress, Dun & Bradstreet’s Guide to Doing
Business Around the World (Upper Saddle River, NJ:
Prentice Hall, 2000); Craig S. Smith, “Beware of
Green Hats in China and Other Cross-Cultural Faux
Pas,” New York Times, April 30, 2002, p. C11; James
K. Sebenius, “The Hidden Challenge of Cross-Border
Negotiations,” Harvard Business Review, March 2002,
pp. 76–85; and Daniel Joseph, “Dangerous
Assumptions,” 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-is
Sesyidvis 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.

190. 206 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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.

191. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 207
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.

192. 208 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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 mouyara
Tavi 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-ma
Camoayaliba 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-ma
daaskvna, 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 mis
aziel 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-i
gvTavazobs _ ,,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.

193. 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-
TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 209
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’’-s
avtorizaciis 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

194. 210 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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.

195. TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 211
TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii
aaRRqqmmaa Perception
aaTTvviisseebbiiss pprroocceessii Adoption process
aaxxaallii pprroodduuqqttii New product
aaxxaallii SSeessyyiiddvviiss aammooccaannaa New task
aazzrriiss ggaammaavvrrcceelleebbeellii Opinion leader
bbiizznneessbbaazzaarrii Business market
ccxxoovvrreebbiiss ssttiillii Lifestyle
ddaammookkiiddeebbuulleebbaa Attitude
eellSSeessyyiiddvvaa e-procurement
ffaasseeuulloobbaaTTaa aannaalliizzii Value analyses
ggaannmmeeoorreebbiiTTii SSeessyyiiddvvaa Straight rebuy
ccvvlliilleebbiiss ggaarreeSSee
jjgguuffeebbii Groups
kkuullttuurraa Culture
mmoommxxmmaarreebblliiss qqcceevvaa Consumer buyer behavior
yyiiddvviissaass
mmooddiiffiicciirreebbuullii Modified rebuy
ggaannmmeeoorreebbiiTTii SSeessyyiiddvvaa
mmoottiivvaacciiaa Motivation
mmoottiivvii ((mmaammooZZrraavveebbeellii Motive (drive)
ZZaallaa))
mmyyiiddvveellii oorrggaanniizzaacciiiiss Business buyer behavior
qqcceevvaa
ppiirroovvnneebbaa Personality
rrwwmmeennaa Belief
ssaammoommxxmmaarreebblloo bbaazzaarrii Consumer market
SSeemmeeccnneebbiiTTii ddiissoonnaannssii Cognitive dissonance
SSeessyyiiddvviiss 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-s
yveli.
22.. gansazRvreT amTviseblebis xuTi kategoria da
is, Tu rogor gansxvavdebian isini erTmaneTisa-
gan. SearCieT ukanasknel teqnologiaze orien-
tirebuli produqti, rogoricaa PDA an DVD
fleeri 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

196. 212 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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.: Dow
Chemical-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

197. 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-
TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 213
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.

198. 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-
214 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba
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
3 fasebi mocemulia 2006 wlis maisi-agvistos monacemebiT.
4 monacemebi 2006 wlis agvistos Sesabamisia.

199. 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.
TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 215

200. am Tavis Seswavlis Semdeg, Tqven SeZlebT:
11.. gansazRvroT miznobrivi marketingis sami safexuri: bazris segmentacia, miznobrivi bazris SerCeva da bazarze
pozicionireba; 22.. SearCioT da ganixiloT samomxmareblo da biznes bazrebis segmentaciis ZiriTadi safuZvlebi.
33.. ganmartoT, rogor axdens kompania mimzidveli segmentis identificirebas da arCevs miznobrivi marketingis
strategias; 44.. ganixiloT, rogor axdens kompania produqtis bazarze pozicionirebas maqsimaluri konkuren-
tuli upiratesobiT.

201. ggzzaammkkvvlleevvii || ideebis kvaldakval
6sseeggmmeennttaacciiaa,, mmiizznnoobbrriivvii
bbaazzrriiss SSeerrCCeevvaa ddaa
ppoozziicciioonniirreebbaa:: zzuussttaadd
SSeerrCCeeuull mmyyiiddvveellTTaann
sswwoorrii uurrTTiieerrTToobbiiss aaggeebbaa
marketinguli mogzaurobis manZilze Tqven SeityveT marketingis raobisa da im
garemos Sesaxeb, romelSic igi moqmedebs. kompleqsur da cvalebad bazarze
xelsayreli samomxmareblo urTierTobis asagebad marketingi kompaniis Sida
da gare partniorebTan TanamSromlobs. am codniT aRWurvilni wignis me-3
nawilSi Cven ufro Rrmad ganvixilavT marketingul strategiasa da taqtikas.
gonivruli marketingis ZiriTadi pirobaa zustad gansazRvrul myidvelTan
swori urTierTobis Camoyalibeba. am TavSi Cven ukeT gavecnobiT mTavar
marketingul gadawyvetilebebs – rogor SeiZleba bazris dayofa myidvelTa
jgufebad (bazris segmentacia), rogor SeiZleba SeirCes myidvelTa jgufebi
(miznobrivi bazris SerCeva) da rogor SeiZleba Seiqmnas faseulobaTa
erToblioba, romelic SerCeul miznobriv bazars saukeTesod moergeba
(pozicionireba). Semdgom TavebSi siRrmiseulad aris ganmartebuli taqtikuri
marketinguli iaraRi _ 4P – romlis saSualebiT marketologebi strategiebs
cxovrebaSi axorcieleben.
P
rocter & Gamble (P&G) samomxmareblo saqonlis mwarmoebeli msoflios
erT-erTi wamyvani kompaniaa. aSS-is ojaxebis 99 procentze meti P&G-is
sul mcire erTi brendis momxmarebeli mainc aris. rogorc wesi,ojaxebi
regularulad yiduloben da iyeneben mis ramdenime brends. P&G-is ramdeni
brendis dasaxeleba SegiZliaT? Tqveni azriT, aseTi kompania sarecxi
saSualebebis rva sxvadasxva brendis supermarketebis Taroebze ganTavsebiT
ratom uwevs konkurencias sakuTar Tavs? P&G-is ambavi kargi magaliTia imisa,
Tu rogor iyeneben marketologebi segmentacias, miznobrivi bazris SerCevasa
da pozicionirebas.
SeerTebul StatebSi P&G yidis sarecxi saSualebebis rva brends (Tide,
Cheer, Bold, Gain, Era, Draft, Febreze da Ivory Snow); xelis sapnis _ eqvs brends (Ivory,
Safeguard, Camay, Olay, Zest da Old Spice); Sampunis _ xuTs (Pantene, Head & Shoulders, Pert,
Physique da Vidal Sassoon); WurWlis sarecxi saSualebebis _ oTxs (Dawn, Ivory, Joy da
Cascade); qaRaldis pirsaxocebis _ sams (Charmin, Bounty da Puffs); deodorantebs
(Secret, Sure da Old Spice); qsovilis damarbileblebs (Downy da Bounce); kosmetikas
(Cover Girl da Max Factor); kanis movlis saSualebebs (Olay da Noxzema) da qaRaldis
sacvlebs (Pampers da Luvs). ufro metic, sxvadasxva saerTaSoriso bazrisaTvis
P&G-s TiToeul kategoriaSi bevri damatebiTi brendi gaaCnia. magaliTad,
laTinur amerikasa da evropis 19 qveyanaSi, Sua aRmosavleTsa da afrikaSi igi
sarecxi saSualebebis 16 sxvadasxva brends yidis (kompaniis brendebis sruli

202. 220 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
nusxis sanaxavad ixileT P&G-is veb-gverdi www.pg.com )
P&G-is TiToeuli es brendi konkurencias uwevs erTmaneTs. sainteresoa,
ratom warmoadgina P&G–ma erT kategoriaSi ramdenime brendi? mas xom SeeZlo,
rom resursebis koncentracia erT wamyvan brendze moexdina. pasuxi martivia:
sxvadasxva myidveli TiToeul produqtSi gansxvavebul sargebels eZebs.
magaliTad, xalxi sarecx saSualebebs tansacmlis gasarecxad iyenebs, Tumca
maT mimarT ufro konkretuli moTxovnebic gaaCniaT: ekonomiuroba,
maTeTrebeli Zala, qsovilis sinazis SenarCuneba, surneli, simtkicisa an sir-
bilis SenarCuneba da qafis mcire an didi raodenoba. zemoT CamoTvlili
yvela maxasiaTebeli sasurvelia, magram TiToeuli myidveli maT prioritete-
bis mixedviT alagebs. zogierTisaTvis maTeTrebeli da gamwmendi Zala upirve-
lesia, sxvebisaTvis yvelaze mniSvnelovania qsovilis sinazis SenarCuneba;
zogierT maTgans ki rbili, sasiamovno surnelis mqone fxvnili moswons. amri-
gad, arsebobs sarecxi saSualebebis momxmarebelTa jgufebi – segmentebi – da
TiToeuli segmenti sargeblis garkveul kombinacias eZebs.
P&G-ma sarecxi saSualebis sul mcire 7 mniSvnelovani segmenti da uam-
ravi qvesegmenti gansazRvra, TiToeulisaTvis gansxvavebuli brendis dizaini
ganaviTara. am Svidi brendis sxvadasxva segmentisaTvis pozicionireba
Semdegnairad xdeba:
■ Tide _ `saukeTesod uzrunvelyofs qsovilis sisufTaves da zrunavs masze”. es
aris saojaxo sarecxi fxvnili nebismieri SemTxvevisaTvis, `mtkice gamar-
jveba cximian laqebze.”
■ Cheer _ `ferebis eqsperti.” maTeTrebliT Tu mis gareSe, igi icavs qsovils ga-
xunebisagan, ferebis gadasvlisagan da cveTisagan. Cheer Free Semowmebulia
dermatologebis mier, ar Seicavs gamaRizianebel nivTierebebs an suns.
■ Bold _ qsovilis sinazis SenarCuneba da WuWyis moSoreba.
■ Gain _ Tavdapirvelad P&G-is `fermentis” sadezinfeqcio saSualeba, romelic
xelaxla pozicionirebul iqna, rogorc sarecxi saSualeba, romelic uzrun-
velyofs sufTa,sasiamovno surnelis tansacmels. `gaqaTqaTeba da ganaxleba.
saocari gamwmendi Zala da sisufTavis surneli.”
■ Era _ mZlavri iaraRi `laqebis amosayvanad da dasamuSaveblad.” fermentis
damatebiTi Semcveloba, Znelad amosayvani laqebis moSorebasa da sarecxis
sisufTavis SenarCunebas uwyobs xels. Era Max – aqvs aqtiuri fermentebis
sami tipi, romlebic laqebs aqtiurad ebrZvian.
■ Ivory Snow _ `oTxmocdacxrameti da ormocdaoTxi measedi procentis sisufTa-
ve”. igi uzrunvelyofs `sufTa da martiv recxvas.”
■ Dreft _ `bavSvebis sarecxidan rTulad amosayvani laqebisaTvis . . . sisufTave,
romelsac endobiT.” `rekomendebulia pediatrebis mier da dedebis upirve-
lesi arCevania.” `bavSvebis saRamurebs naTel ferebs unarCunebs.”
TiToeul segmentSi P&G-ma ufro viwro bazris niSebic gansazRvra. maga-
liTad, Cveulebrivi fxvnilis an Txevadi Tide-is garda, momxmarebels SeuZlia
es brendi Semdegi saxiTac SeiZinos:
■ Tide with Bleach _ gexmarebaT, `SeinarCunoT TeTris siqaTqaTe da feradis brwyi-
nvaleba”. xelmisawvdomia Cveulebrivi an `mTis wyaroebis aromatiT”.
■ Tide Liquid with Bleach _ aqtiuri fermentis moqmedeba yvelaze rTulad amosayva-
ni laqebis mosaSoreblad da, imavdroulad, TeTri feris tansacmlis
siqaTqaTis SesanarCuneblad.
■ Tide High Efficiency – Tqven aRmoaCenT yvelaze efeqtur recxvis Zalas.
■ Tide Clean Breeze – sarecxis sasiamovno surneli.
■ Tide Mountain Spring _ `siaxlis, sisufTavis surneli Tqvens saxlSi – mTis suf-
Ta haeri da mindvris qorfa yvavilebis surneli” .
■ Tide Free _ `yvelanairi laqis amoyvana sunis gareSe.”
■ Tide Rapid Action Tablets _ portatuli da Zlieri. `sruli koncentracia patara
TeTr da lurj abebSi, romlebic Tqveni jibisaTvis mosaxerxebelia.”
bazris segmentaciiT P&G-ma myidvelTa yvela mniSvnelovani jgufisaTvis
mimzidveli SeTavazeba Seqmna. amis Sedegad P&G-ma marTlac `moasufTava” aSS-
is sarecxi saSualebebis bazari – 4 miliardi dolaris odenobiT. Tavis mxriv,

203. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 221
zustad SerCeul myidvelTan swori urTierTobis ageba
bbaazzrriiss sseeggmmeennttaacciiaa
(Market segmentation)
bazris dayofa myid-
velebis jgufebad,
romlebic gansxvav-
debian saWiroebebiT,
sxvadasxva maxasiaTe-
blebiT an qceva da
romlebsac unda
SesTavazoT gansxva-
vebuli marketinguli
kompleqsi sWirdeba.
mmiizznnoobbrriivvii bbaazzrriiss
SSeerrCCeevvaa (Targetmarketing)
TiToeuli miznobri-
vi segmentis mimzid-
velobis Sefasebisa
da maTgan erTis an
ramdenimes SerCevis
procesi maTTvis Se-
sabamisi produqciis
miyidvis mizniT.
bbaazzrriiss ppoozziicciioonniirreebbaa
(Market positioning)
qmedebani, romlebic
mimarTulia miznob-
rivi myidvelis gone-
baSi produqtis gan-
sazRvruli,
gansxvavebuli da sa-
surveli poziciis
Seqmnisaken konkurent
produqtebTan mimar-
TebaSi.
brendi Tide sabazro wilis 38 procents flobs. P&G-is yvela brendi erTad ki
_ aSS-is bazris 60 procents, rac konkurenti Unilever-is maCvenebels samjer
aRemateba.1
dRes kompaniebi acnobiereben, rom yvela myidvelis dakmayofileba
SeuZlebelia. myidveli bevria,isini mimofantulni arian sxvadasxva regionebSi
da maT sxvadasxva moTxovnilebebi da Sesyidvis Cvevebi aqvT. ufro metic,
TviTon kompaniebic gansxvavdebian sxvadasxva segmentis momsaxurebis
SesaZleblobebis TvalsazrisiT. swored amitom maT zustad SerCeul
myidvelTan swori urTierTobis Camoyalibebis strategia unda SeimuSaon.
mTlian bazarze konkurenciis nacvlad, kompaniam unda gansazRvros bazris is
nawilebi, romlebisTvisac SeZlebs saukeTeso da yvelaze mogebiani
SeTavazebis uzrunvelyofas.
amrigad, kompaniebis umetesoba Zalian frTxilia im momxmareblebis
SerCevis dros, romlebTanac urTierTobis damyareba surs. maT masobrivi mar-
ketingidan bazris segmentaciasa da miznobrivi marketingisken gadainacvles –
bazris segmentis gansazRvra, maTgan erTis an ramdenimes amorCeva da
TiToeulisaTvis produqciisa da marketinguli programis SerCeva. sakuTari
marketinguli Zalisxmevis gafantvis nacvlad (`safantiani iaraRis” midgoma),
firmebi im myidvelebze axdenen koncentrirebas, romlebic maTi produqciiT
ufro dainteresebulni arian (`Tofis” midgoma).
suraTi 6.1 gviCvenebs miznobrivi marketingis sam safexurs. pirveli safex-
uri aris bbaazzrriiss sseeggmmeennttaacciiaa –– bazris dayofa myidvelebis jgufebad, rom-
lebic gansxvavdebian saWiroebebiT, demografiuli maxasiaTeblebiT an qceviT
da romlebsac gansxvavebuli marketinguli kompleqsis (4P) SeTavazeba
sWirdebaT. bazris segmentacias kompania sxvadasxvagvarad axdens da bazris
SerCeul segments saTanado SeTavazebiT uzrunvelyofs. meore safexuri aris
mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevvaa –– TiToeuli segmentis mimzidvelobis Sefaseba da
maTgan erTis an ramdenimes SerCeva maTTvis Sesabamisi produqciis SeTavazebis
mizniT. mesame safexuri aris bbaazzaarrzzee ppoozziicciioonniirreebbaa –– momxmareblis gonebaSi
TiToeuli produqtisaTvis, konkurentul produqtebTan SedarebiT,
gansazRvruli, gansxvavebuli da sasurveli adgilis miniWeba.
■❚ bbaazzrriiss sseeggmmeennttaacciiaa
bazari Sedgeba myidvelebisagan, myidvelebi ki erTmaneTisgan ganxvavdebian.
isini SesaZloa gansxvavdebodnen TavianTi survilebis, resursebis, adgilsamy-
oflis, yidvisadmi damokidebulebisa da yidvis procesis mixedviT. bazris seg-
mentaciis saSualebiT, kompaniebi msxvil, heterogenur bazars patara segmente-
bad yofen, romelTa mocva ufro efeqturad da efeqtianad SeiZleba im
produqtebisa da momsaxurebis saSualebiT, romlebic myidvelTa unikalur
moTxovnilebebs pasuxoben. Tavis am nawilSi Cven ganvixilavT segmentaciis
oTx mniSvnelovan Temas: samomxmareblo bazrebis segmentacias, biznesbazrebis
segmentacias, saerTaSoriso bazrebis segmentaciasa da efeqturi
segmentaciisaTvis saWiro moTxovnebs.
ssaammoommxxmmaarreebblloo bbaazzrriiss sseeggmmeennttaacciiaa
ar arsebobs bazris segmentaciis erTi gamokveTili gza. bazris struqturis
saukeTesod dasanaxad marketologma unda mosinjos segmentaciis sxvadasxva
saSualeba. cxrilSi 6.1 naCvenebia is maxasiaTeblebi, romelTa gamoyenebiTac
ssuurraaTTii 66..11
bazris segmentaciis,
miznobrivi bazris
SerCevisa da pozici-
onirebis safexurebi

204. 222 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
ccxxrriillii 66..11 samomxmareblo bazris segmentaciis ZiriTadi maxasiaTeblebi
ggeeooggrraaffiiuullii
msoflios regioni an qveyana Crd. amerika, dasavleT evropa, Sua aRmosavleTi, wynari okeanis auzis qveynebi,
CineTi, indoeTi, kanada, meqsika da a.S.
qveynis regioni wynari okeanis sanapiro, mTianeTi, dasavleT-CrdiloeT-centraluri, dasavleT-sam-
xreT-centraluri, aRmosavleT-CrdiloeT-centraluri, aRmosavleT-samxreT-centra-
luri, atlantikis okeanis samxreTi, atlantikis okeanis Sua, axali inglisi da a.S.
qalaqis zoma 5,000-mde; 5,000_20,000; 20,000_50,000; 50,000_100,000; 100,000_250,000; 250,000_500,000;
500,000_1,000,000; 1,000,000_4,000,000; 4,000,000 da mvti.
simWidrove U qalaqis, gareubnis, soflis.
klimati N CrdiloeTis, samxreTis da a.S.
ddeemmooggrraaffiiuullii
asaki U 6 wlamde, 6_11, 12_19, 20_34, 35_49, 50_64, 65 da meti
sqesi M mdedrobiTi, mamrobiTi
ojaxis sidide (suladoba) 1_2, 3_4, 5 da meti
ojaxis sasicocxlo cikli Y dauqorwinebeli axalgazrda; daqorwinebuli, uSvilo axalgazrda; daqorwinebuli
axalgazrda bavSvebiT; daqorwinebuli moxuci bavSvebiT; daqorwinebuli moxuci,
romelsac ar hyavs 18 wlamde bavSvi; dauqorwinebeli moxuci da sxv.
Semosavali U 10,000$-mde; 10,000-20,000$; 20,000-30,000$; 30,000-50,000$; 50,000-100,000$; 100,000$ da meti.
saqmianoba P profesionalebi da teqnikuri specialistebi; menejerebi,oficialuri pirebi da mesaku-
Treebi; saofise muSakebi da moxeleebi; gamyidvelebi; xelosnebi; supervaizerebi (damkvi-
rveblebi); meqanikosebi; fermerebi; pensionerebi; studentebi; diasaxlisebi; umuSevrebi.
ganaTleba G dawyebiTi skola an skolamdeli asaki; saSualo skolis moswavle; saSualo skolis
kursdamTavrebuli; kolejis studenti; kolejis kursdamTavrebuli;
religia kaTolike, protestanti, iudeveli, musulmani, indusi da sxva.
rasa A azieli, espaneli, Savi, TeTri.
STamomavloba B beibibumeri, Taoba X da Taoba Y
erovneba N Crdiloamerikeli,samxreTamerikeli,britaneli,frangi,germaneli,italieli,iaponeli da a.S.
ffssiiqqooggrraaffiiuullii
socialuri klasi L dabali-dabali klasi, maRali-dabali klasi, muSaTa klasi, saSualo klasi, maRali-
saSualo klasi, dabali-maRali klasi, maRali-maRali klasi.
cxovrebis stili A statusze orientirebuli da,imavdroulad,mimbaZveli,statusze orientirebuli,mebrZoli.
pirovnuli maxasiaTeblebi savaldebulo, gundurad mcxovrebi, avtoritaruli, ambiciuri.
Bqqcceevviiss mmiixxeeddvviiTT
situacia Cveulebrivi situacia; gansakuTrebuli situacia.
sargebeli Q xarisxi, momsaxureba, ekonomia, moxerxebuloba, siswrafe.
momxmareblis statusi N aramomxmarebeli, yofili momxmarebeli, potenciuri momxmarebeli, pirvelad momxma-
rebeli, mudmivi momxmarebeli.
moxmarebis sixSire L msubuqi, saSualo da mZime moxmareba.
erTgulebis statusi N nulovani, saSualo, Zlieri da absoluturi erTguleba.
mzadyofnis stadiaU gauTviTcnobierebuli, gaTviTcnobierebuli, informirebuli, dainteresebuli, msur-
veli, yidvis ganzraxvis mqone.
produqtisadmi damokidebuleba enTuziazmi, dadebiTi, indiferentuli, uaryofiTi, mtruli.
SeiZleba samomxmareblo bazris segmentacia. SesaZlebelia rogorc erTi, aseve
ramdenime maxasiaTeblis kombinirebuli gamoyeneba. qvemoT ganxilulia
geografiuli, demografiuli, fsiqografiuli da qceviTi maxasiaTeblebi.
ggeeooggrraaffiiuullii sseeggmmeennttaacciiaa.. gulisxmobs bazris dayofas geografiul erTeu-
lebad, rogorebicaa qveynebi, regionebi, qalaqebi, dasaxlebuli punqtebi,
soflebi da ubnebi. kompaniam SesaZloa gadawyvitos, imoqmedos erT an ramden-
ime geografiul segmentSi, an yvelaSi erTad, magram man yuradReba unda gaa-
maxvilos geografiuli faqtoriT gamowveul myidvelTa gansxvavebul
saWiroebebsa da survilebze.
dRes, bevri kompania Tavis produqcias, reklamasa da stimulirebas
ggeeooggrraaffiiuullii
sseeggmmeennttaacciiaa
(Geographic
segmentation)
bazris dayofa gans-
xvavebul geogra-
fiul erTeulebad,
rogorebicaa qvey-
nebi, regionebi,
qalaqebi, dasaxle-
buli punqtebi,
soflebi da ubnebi.

205. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 223
zustad SerCeul myidvelTan swori urTierTobis ageba
ddeemmooggrraaffiiuullii sseegg--
mmeennttaacciiaa (Demographic
segmentation)
samomxmareblo baz-
ris dayofa jgufe-
bad demografiuli
maxasiaTeblebis
mixedviT _ asakis,
sqesis, ojaxis sidi-
dis, ojaxis sasic-
ocxlo ciklis, Semo-
savlis, ganaTlebis,
saqmianobis, religiis,
rasisa da erovnebis.
sseeggmmeennttaacciiaa aassaakkiissaa
ddaa oojjaaxxiiss ssaassiiccoocc--
xxlloo cciikklliiss mmiixxeeddvviiTT
(Age and life-cycle
segmentation)
bazris dayofa
sxvadasxva asakisa
da ojaxis sasic-
ocxlo ciklis
mixedviT.
TiToeul regionSi, qveyanasa Tu qalaqSi mcxovrebi momxmareblebis moTxov-
nilebebs usadagebs. magaliTad, kompania Cambell luizianasa da misisipiSi
yidis motkbo gemos mqone wvnians, xolo texassa da kaliforniaSi ki _ ufro
cxares. kompania Starbucks aSS-is samxreT StatebSi Tavis yavis saxlebSi
sTavazobs ufro met sakonditri nawarms da ufro farTo, komfortul gare-
mos, sadac momxmarebels SeuZlia samsaxuris Semdeg xangrZlivi drois
ganmavlobaSi daisvenos. aSS-is ramdenime wamyvan qalaqSi, maT Soris CikagoSi,
niu-iurkSi, san-franciskoSi, sent-luissa da las-vegasSi, kompania Parker Brothers
Tavisi popularul TamaS `monopoliis” adgilobriv versiebs yidis. ase
magaliTad, las-vegasis versia gamoirCeva misTvis damaxasiaTebeli cen-
traluri quCis, e.w. `stripis” simbolikiT, sastumro-kazinoebiT, vegasis wiTeli
kamaTlebiT,damaxasiaTebeli saqorwino eklesiiT,ruletis magidiTa da tradi-
ciuli blek-jekis kartebiT.2
mTeli rigi kompaniebisa jer kidev auTvisebeli geografiuli teritoriis
ganviTarebiT aris dainteresebulni. magaliTad, bevri msxvili kompania
cdilobs, wamyvani qalaqebisa da gareubnebis Zlier konkurencias gaeqces da
amerikis patara qalaqebSi gadainacvlos. Hamton Inns-ma patara qalaqebSi
TavisTvis uCveulo, mcire zomis motelebis qseli gaxsna. kompaniis tradici-
uli sastumro moicavs 135 oTaxs, xolo axal motelebSi, sul raRac, 55 oTaxia.
magaliTad, tenesis Statis qalaqi taunsendi, romlis mosaxleobac mxolod 329
adamiania, patara qalaqebis standartisTvisac ki pataraa, magram, mosaxleobis
simciris miuxedavad, noqsvilsa da `kvamlian” mTebs Soris gadatvirTul
samgzavro da Tvalwarmtac gzaze mdebare es sofeli rogorc biznesmenebis,
aseve damsveneblebis did raodenobas emsaxureba. Hamton Inns aseT patara
qalaqebSi kidev 100 sastumros gaxsnas gegmavs. am qalaqebSi muSaoba nakleb
xarjebTanac aris dakavSirebuli.
zemoT xsenebuli kompaniebisagan gansxvavebiT, zogi sacalo movaWre
aviTarebs axali maRaziebis koncefcias ufro mWidrod dasaxlebuli
qalaqebisTvis. kompania Home Depot xsnis `samezoblo” maRaziebs, romlebic
vizualurad misi tradiciuli maRaziebis msgavsia, magram maTi zomis mxolod
or mesameds Seadgens. aseT maRaziebs igi mWidrod dasaxlebuli qalaqebis
ubnebSi ganaTavsebs, sadac misi tradiciuli maRaziebis aSeneba arapraqtiku-
lia. amis msgavsad, kompania Wal-Mart Tavisi supercentrebis siaxloves cdis
sasursaTo e.w. `samezoblo maRaziebs”.3
ddeemmooggrraaffiiuullii sseeggmmeennttaacciiaa.. samomxmareblo bazars Semdegi demografiuli
maxasiaTeblebis mixedviT yofs: asaki,sqesi,ojaxis sidide,ojaxis sasicocxlo
cikli, Semosavali, saqmianoba, ganaTleba, religia, rasa da erovneba.
momxmarebelTa jgufebad dayofis yvelaze popularuli segmentaciis
safuZvels demografiuli faqtorebi warmoadgenen. amis erTi mizezi gaxlavT
is, rom momxmareblis moTxovnilebebi, survilebi da produqtis gamoyenebis
sixSire mWidrod ukavSirdeba demografiul maxasiaTeblebs. meore mizezi ki
is aris, rom, sxva tipis maxasiaTeblebTan SedarebiT, demografiuli
maxasiaTeblebis Sefaseba ufro advilia. maSinac ki, rodesac segments sxva
segmentaciis safuZvlis (fsiqografiuli an qceviTi) mixedviT sazRvraven,mainc
dgindeba segmentis demografiuli maCveneblebi. am monacemebis mixedviT xdeba
miznobrivi bazris potencialis Sefaseba da masTan efeqtiani dakavSirebis
gzebis gansazRvra.
aassaakkii ddaa oojjaaxxiiss ssaassiiccooccxxlloo cciikklliiss ffaazzeebbii __ momxmareblis moTxovnilebebi
da survilebi maT asakTan erTad icvleba. zogierTi kompania iyenebs segmenta-
cias aassaakkiissaa ddaa oojjaaxxiiss ssaassiiccooccxxlloo cciikklliiss mixedviT.. es gulisxmobs
sxvadasxva asakisa da sasicocxlo ciklis jgufebisaTvis sxvadasxva pro-
duqtis SeTavazebasa da gansxvavebuli marketinguli midgomis gamoyenebas.
magaliTad, P&G bavSvebisaTvis maTi uamravi sayvareli gmiris gamosaxulebian
mxiarul Crest-is avtomatur kbilis jagriss amzadebs, mozardebisaTvis ki
ufro seriozul modelebs qmnis da `sisufTavis SegrZnebas” gvpirdeba.4 kompa-
nia Gap, tansacmlis standartuli seriebis garda, ojaxis sasicocxlo ciklis
sxvadasxva fazaSi myofi jgufebisTvis uSvebs produqcias, magaliTad Cvili

206. 224 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
bavSvebisaTvis, mozardebisaTvis da orsuli qalbatonebisaTvis. ganvixiloT
kidev erTi magaliTi.5
tansacmlis sacalod movaWre Eddie Bauer-ma gamvleli momxmareb-
lis yuradRebis misapyrobad Tavisi maRaziebis vitrinebSi didi
videoekranebi ganaTavsa. igi ekranis saSualebiT dRis sxvadasxva
monakveTSi sxvadasxva miznobriv jgufs maTze morgebul informacias
awvdida. magaliTad, diliT, rodesac pensionerebi quCebSi ufro
xSirad dadian, ekrani eTmoboda xandazmuli xalxisTvis gankuTvnili
tansacmlis modelebis gamosaxulebebs. saRamoobiT ki, ufro axal-
gazrda myidvelebis dasaintereseblad, ekranze maTze morgebuli
tansacmlis klipebi Canda. pirveli cxraTviani testirebis manZilze
erT maRaziaSi gayidvebis maCvenebeli, wina cxra TvesTan SedarebiT, 56
procentiT gaizarda.
aseTi segmentaciis dros marketologebi frTxilad unda moekidon
stereotipebis sakiTxs. magaliTad, miuxedavad imisa, rom zogierTi 70 wlis
adamiani invalidis etliT dadis, sxvebi SesaZloa am asakSi CogburTsac ki
TamaSobdnen. 40 wlis asakis ojaxur wyvilTa nawili bavSvebs kolejSi
saswavlad agzavnis, magram zogierTi wyvili ojaxs swored am asakSi qmnis.
amrigad, xSirad, asaki adamianis sasicocxlo ciklis, janmrTelobis, samsaxure-
brivi an ojaxuri statusis da misi moTxovnilebebis sakmaod susti
ganmsazRvrelia. kompaniebi, romlebic cdiloben xandazmul momxmarebelze
orientacias, rogorc wesi, dadebiT imijs iyeneben. magaliTad, Olay Pro Vital-is
reklama, romelic gansazRvrulia 50 wlis qalebis `mowifuli kanis”
elastikurobis gasaumjobeseblad, sasiamovno, mimzidveli xandazmuli
mandilosnis imijs iyenebs.
■ segmentacia asakisa da ojaxis sasicocxlo ciklis mixedviT: kompania P&G bavSvebisaTvis maTi uamravi sayvare-
li gmiris gamosaxulebian mxiarul Crest-is avtomatur kbilis jagriss uSvebs. mozardebisaTvis ki ufro seri-
ozul modelebs qmnis da `sisufTavis SegrZnebas" hpirdeba.

207. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 225
zustad SerCeul myidvelTan swori urTierTobis ageba
sseeggmmeennttaacciiaa
SSeemmoossaavvlliiss mmiixxeeddvviiTT
(Income segmentation)
bazris dayofa
sxvadasxva jgufad
Semosavlis mixedviT.
sseeggmmeennttaacciiaa ssqqeessiiss
mmiixxeeddvviiTT (Gender
segmentation)
bazris dayofa
jgufebad sqesis
mixedviT.
ssqqeessii.. sseeggmmeennttaacciiaa ssqqeessiiss mmiixxeeddvviiTT didi xnis ganmavlobaSi gamoiyeneboda
tansacmlis,kosmetikis,higienisa da Jurnal-gazeTebis industriaSi. magaliTad,
P&G-is mier specialurad qalebisaTvis Seqmnili erT-erTi pirveli brendi
Secret Tavisi SefuTviTa da reklamiT mTlianad agebuli iyo qalis imijze.
bolo dros marketologebma SeniSnes, rom qalis imijze orientacia sakmaod
xelsayrelia. kompania Citibank-ma SesTavaza momsax-
ureba “Women & Co.”, romelic qalbatonebs finansur
da sainvesticio saqmianobaSi exmareba. kompania
Leatherman Tavis mravaldaniSnulebian samzareulo
danadgars mamakacis imijTan akavSirebda,axlaxan ki
qalebisaTvis gamouSva Leatherman-is wvensawuri _
moduri da eleganturi xuT kaSkaSa ferSi. mas
Semdeg, rac kvlevam aCvena, rom saxlis remontis
Sesaxeb gadawyvetilebebis 90 procents qalebi
iReben, sacalo movaWre Lowe’s-ma ojaxze orientire-
buli sareklamo kampania wamoiwyo, romelic qale-
bze iyo gaTvlili.6
amerikuli fexburTis nacionaluri liga (NFL)
da reklamis ganmTavseblebi superTasis (amerikuli
fexburTis Cempionatis finaluri matCi) dros qale-
bze orientirebul reklamebs uSveben. superTass 30
milioni an meti qali uyurebs, rac mTliani mayure-
blebis 36 procents Seadgens. reklamis Camdebebma
ician, rom es qalebi saojaxo Sesyidvebis 80 pro-
cents ganageben. ufro metic, dReisaTvis NFL-is
licenzirebuli saqonlis Ses-yidvis TiTqmis naxe-
vari qalebze modis. Anheuser-Busch-ma (A-B), super-
Tasis dros reklamis udidesma ganmTavsebelma,
mizanSi orive sqesis warmomadgenlebi amoiRo. maSin
rodesac misi konkurentebi yuradRebas jer kidev
mamakacebze da Tavdajerebul iumorze amaxvilebd-
nen, A-B-m ufro mgrZnobiare mxareze aiRo orienta-
cia. `qalebi am sazogadoebis udides nawils Sead-
genen, _ acxadebs A-B-is vice-prezidenti, _ 5 wlis
ganmavlobaSi Cven muxlCauxrelad vmuSaobdiT, raTa
tipuri axalgazrduli xumrobebi Tavidan agve-
cilebina”.7
veb-gverdebmac orientacia qalebze aiRes.
magaliTad, Oxygen Media-s veb-gverdi saxelwodebiT
`SeimuSaves qalebma qalebisaTvis” (www.oxygen.com)
gankuTvnilia 18-34 wlis asakis qalebisaTvis. masze
ganTavsebulia axali informacia sxvadasxva Tematikaze, dawyebuli
janmrTelobis SenarCunebiT da stiliT, damTavrebuli urTierTobebiTa da
TviTaRmoCeniT. qalTa wamyvani eleqtronuli sazogadoeba iVillage
(www.iVillage.com) `realur qalebs realur gadawyvetilebebs sTavazobs” da
`Wkvian, TanamgrZnob da namdvil qalebs” sazogadoebaSi gawevrianebas sTxovs.
iVillage-is veb-gverdis sxvadasxva nawili sxvadasxva Temas moicavs: bavSvebi,
sakvebi, Sinauri cxovelebi, urTierTobebi, kariera, finansebi da mogzauroba.8
SSeemmoossaavvaallii.. sseeggmmeennttaacciiaa SSeemmoossaavvlliiss mmiixxeeddvviiTT xSirad gamoiyeneboda iseT
industriebSi, rogorebicaa avtomSenebloba, gemTmSenebloba, mcire mrewveloba,
finansuri momsaxureba da turizmi. bevri kompania orientirebulia fufunebis
saqonlisa da momsaxurebis moyvarul mdidar momxmarebelze. iseTi maRazia,
rogoric aris Neiman Marcus Tavisi klienturisaTvis yvelfers uzrunvelyofs,
dawyebuli mdidruli ZvirfaseulobiT, damTavrebuli priala avstraliuri
gargariT (erTi faundi 20 dolari rom Rirs). Tavisi saukeTeso momxma-
reblisTvis siamovnebis misaniWeblad Neiman Marcus-ma InCircle-is wamaxalise-
beli programa Seqmna.
InCircle-is wevrebma Neiman Marcus-is sakredito baraTiT weliwadSi
3000 dolari unda daxarjon, rom yoveli Sesyidvis dros qulebis
■ segmentacia sqesis mixedviT: Leatherman mizanSi qalebs
iRebs misi wvensawuriT, romelic gadawyvetila xuT kaS-
kaSa ferSi, rogorc es Jurnal Cooking Light-Si ganTav-
sebuli reklamidan Cans.

208. 226 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
dagrovebis ufleba miiRon _ TiToeul daxarjul dolarze erTi
qula. Semdeg ki dagrovili qulebiT SeuZliaT nebismieri produqtis
yidva. es SeiZleba iyos megobrebis sasmelebiTa da madis aRmZvreli
kerZebiT gamaspinZleba niu-iorkSi, restoran St Regis-Si (5000 qula) an
amerikuli aviaxazebis admiralTa klubSi erTwliani gawevrianeba
(15000 qula), an monrealis mdidrul sastumroSi ori Ramis gatareba,
rasac Tan axlavs qalaqSi gidis TanxlebiT gaseirneba, monrealis
kazinoSi VIP-miReba da sayovelTaod cnobili Le Gutenberg-is
restoranSi erTi RamiT Sefis asistentis movaleobis Sesruleba
(50000 qula). 500000 quliT InCircle-is wevrebi marokoSi aTdRiani turis
dros gaweuli yvela xarjis dafarvas iReben, 1.5 milioni quliT ki
`steinveis” samaxsovro roials. superprizi (5 milioni qula) _ turi
evropaSi golfis saukeTeso moedanze kerZo mdidruli TviTmfrinaviT
15 uaxloes megobarTan erTad. mogzauroba moicavs, golfis profe-
sional pirad Tanmxlebs, romelic gankargavs golfis moedanze yof-
nis dros, SejibrebisaTvis wyvilebs arCevs da raundebs Soris wevre-
bis joxebs asufTavebs.9
yvela kompania, romelic iyenebs Semosavlis mixedviT segmentacias, ori-
entacias mxolod mdidar momxmarebelze ar iRebs. ojaxebi, romelTa
Semosavali weliwadSi 25,000 dolarze naklebia, mainc mimzidvel bazars war-
moadgens. magaliTad, kompania Greyhound Lines sTavazobs saqalaqTaSoriso
dabalfasian mgzavrobas avtobusebiT da, Sesabamisad, saqmianobis koncentra-
cias dabali Semosavlis mqone momxmarebelze axdens. am kompaniis 25 milioni
mgzavris TiTqmis naxevars wliuri 15000 dolarze naklebi Semosavali aqvs.
bevri sacalo movaWre xSirad dabalSemosavlian segmentebs irCevs, maT Soris
aris maRaziaTa qselebi Dollar General da Family Dollar. rodesac Family Dollar-is
uZravi qonebis eqspertebi axali maRaziebis gaxsnis SesaZlo adgilebs eZeben,
■ segmentacia Semosavlis mixedviT: Tavisi saukeTeso momxmareblisaTvis madlierebis grZnobis gamosaxatad Neiman Markus-ma
InCircle-is wamaxalisebeli programa Seadgina. 2003 wels mis wevrebs SeeZloT gaecvalaT 5 milioni qula evropis golfis
saukeTeso moednis turze, sadac kerZo TviTmfrinaviT gadaafrendnen 15 saukeTeso megobarTan erTad.

209. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 227
zustad SerCeul myidvelTan swori urTierTobis ageba
ffssiiqqooggrraaffiiuullii sseegg--
mmeennttaacciiaa ((Psychographic
segmentation)
bazris dayofa sxva-
dasxva jgufad: so-
cialuri klasis,
cxovrebis stilis an
pirovnuli maxasi-
aTeblebis mixedviT.
isini saSualo klasis mcxovreblebiT dasaxlebul ubnebs naxuloben, sadac
xalxi dabalfasian fexsacmels atarebs da Zvel manqanebs marTavs. Family Dollar-
is maRaziis tipuri myidveli weliwadSi saSualod 25,000 dolaris Semosavals
iRebs. maRaziaSi erTi Sesvlisas momxmarebeli saSualod 8 dolars xarjavs.
amis msgavsad, Dollar General-is momxmarebelTa naxevars weliwadSi 20,000
dolarze naklebi Semosavali aqvs, daaxloebiT naxevari ki saerTod
umuSevaria. amgvarad, orive maRazia dabalSemosavlian myidvelze orientaciis
strategiam qveyanaSi yvelaze swrafad mzardi da maRali mogebis momtani
maRaziebis qselebis Soris daayena.10
Levi Strauss Tavis jinsebs sxvadasxva Semosavlis mqone myidvelTa jgufebze
yidis. misi jinsis modeli `xelwera” Camofasebuli saqonliT movaWre maRazia
Wal-Mart-Si wyvili 23 dolari Rirs, jinsis modeli `klasi 1” univermaR Macy-Si
_ 65 dolari, xolo `wiTeli levisi” feSenebelur maRazia Barney-Si _ 150
dolari.11
ffssiiqqooggrraaffiiuullii sseeggmmeennttaacciiaa.. myidvelebs sxvadasxva jgufad yofs socialuri
klasis, cxovrebis stilis an pirovnuli maxasiaTeblebis mixedviT. erTi da
imave fsiqografiuli jgufis warmomadgenlebs SesaZloa Zalian gansxvavebuli
fsiqografiuli xasiaTi hqondeT.
me-5 TavSi ganvixileT, Tu rogor asaxavs momxmareblis mier nayidi pro-
duqti mis cxovrebis stils. amis gamo marketologebi xSirad bazris seg-
mentacias momxmareblis cxovrebis stilis mixedviT axdenen. magaliTad, Duck
Head-is tansacmeli koncentrirebulia studenturi cxovrebis stilis mqone
momxmarebelze _ `gemsaxurebaT axlis SeZenamde”. kompania Pottery Barn ara
mxolod saojaxo mowyobilobebs yidis, aramed mTlianad cxovrebis stils –
yvelafers, riskenac miiswrafvis misi momxmarebeli (ix. marketingi muSaobis
procesSi 6.1). erT-erTma windaxedulma sasursaTo maRaziam aRmoaCina, rom
dafasoebuli xorcis produqtebis momxmareblis cxovrebis stilis mixedviT
dayofa did Semosavals moutanda.
CauareT sursaTis maRaziis
gayinuli xorcis TviTmomsaxurebis
vitrinebs. Tqven iq uamravi saxeo-
bis xorcs aRmoaCenT: erT
vitrinaSi _ Roris, meoreSi _ batk-
nis, xolo mesameSi ki wiwilis xor-
cia moTavsebuli. tenesis Statis
qalaq neSvilSi Kroger-is supermar-
ketebma gadawyvites, eqsperimenti
CaetarebinaT da myidvelisTvis,
cxovrebis stilis mixedviT, xorcis
sxvadasxva nakrebi SeeTavazebinaT.
seqciebi Semdeg saxelwodebebad
dayves: `sadili wuTebSi”, `moamza-
deT iolad”, `es bavSvebs uyvarT”
(mza produqtebi, rogorebic aris
hoT-dogi, hamburgeri) an `me miyvars
momzadeba”. mas Semdeg, rac Kroger-ma
yuradReba gaamaxvila cxovrebis
stilze, misma sacdelma maRaziam
sagrZnoblad gazarda rogorc
gayidvebi, aseve mogeba.12
bazris segmentaciisaTvis marke-
tologebi pirovnul maxasiaTeblebsac
iyeneben. magaliTad, Honda-s motocik-
letebis Reflex-isa da Elite-is mar-
ketinguli kampania, erTi SexedviT, 22
wlis hipebsa da ultraTanamedrove axalgazrdebze iyo gaTvlili, magram,
sinamdvileSi, is ufro farTo jgufze iyo gamiznuli. magaliTad, mis erT-erT
■ fsiqografiuli segmentacia: rodesac Honda reklamas ukeTebs Tavis
Reflex-isa da Elite-is motorolerebs, igi TiToeul CvenganSi Camalul
meamboxe, damoukidebel bavSvs uxmobs.

210. 228 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
hadlei maklini da misi meuRle dagi
qorwinebis Semdeg Zalian male
TavianTi Zveli sawolis gadagdebaze
SeTanxmdnen. es iyo iaffasiani met-
alis CarCo da matrasi, dagis
harvardSi gatarebuli dReebis
reliqvia. magram hadlei verasodes
warmoidgenda, raoden rTuli iqne-
boda axali sawolis moZebna.
`fulis daxarjva gvindoda, magram
Cveni mosawoni veraferi vipoveT”, _
ambobs hadlei, 31 wlis marketingis
direqtori. aseTi sayidlis gakeTeba
ufro mets niSnavs, vidre, ubralod,
Sesabamis fasad sawolis SeZenaa. es
emociur mxaresac moicavs: maT
sWirdebodaT TavianTi cxovrebis
stilis Sesabamisi sawoli.
sabolood, wyvili Pottery Barn-Si
aRmoCnda, bostonis prestiJul
niuburis quCaze, sadac dags Zalian
moewona makagonis wiTeli xis marx-
ilis formis sawoli, romelic
hadleim maRaziis katalogSi SeniSna.
igi imdenad mouxda daniel
kolonistTa stiliT aSenebul maT
saxls, rom wyvili saswrafod
gaeSura maRaziisken magidebis kom-
pleqtis SesaZenad. Semdeg maT iyides
sabani, sarke sastumro oTaxisaTvis
da ramdenime skami sasadilo
oTaxisaTvis. `Cven, garkveulwilad,
narkomanebi gavxdiT”, _ aRiarebs
hadlei.
maklinebis ojaxi marto ar aris.
Pottery Barn-is gonivrulad SerCeul
produqtTa erToblioba, xelmisawv-
domi fasebi, myidvelis umaRlesi
donis momsaxureba da macdunebeli
saqoneli gaxda imis garantia, rom
kompania saojaxo avejisa da sao-
jaxo saqonlis industriis wamyvan
firmad iqca. es ganpirobebulia ara
marto im produqtiT, romelsac igi
yidis, aramed im kavSirebiTac, rom-
lebsac igi momxmarebelTan amyarebs.
Pottery Barn ara mxolod avejs yidis,
aramed mTlianad cxovrebis stils.
masaCusetSi, hadlei maklinis
saxlidan sami aTasi milis
daSorebiT, mcxovrebi 34 wlis
laura alberi maRali, tanadi, qera
da Ria cisferTvalaY qalbatonia,
romelsac advilad SeuZlia Pottery
Barn-is posterebze gamosaxuli
mandilosnebis adgili daikavos. igi
ori Svilis deda da kompania Pottery
Barn-is prezidentia da aRniSnavs, rom
uyvars garToba, `cxovrobs savse
cxovrebiT”.
`grZnobT, raoden didebulia, _
ambobs alberi da Slis abanos did
pirsaxocs, _ igi sqelia, lamazia
[pirsaxocis kididan ramdenimesan-
timetriani foCebic aris
CamoSvebuli], kargad iwovs sisveles
da 24 dolari Rirs. sruli
gambedaobiT SemiZlia vTqva, rom
Tqven ver SeZlebT mis srul dafase-
bas.“ zogierTi komersantisaTvis
pirsaxoci mxolod pirsaxocia,
magram alberisaTvis igi cxovrebis
stilis fafuki gamoxatulebaa, rom-
liskenac Pottery Barn-is momxmarebeli
miiswrafvis: maRali xarisxis, magram
cvalebadi, aqtiuri, magram
gantvirTuli, ojaxze da megobrebze
orientirebuli, mdidruli, magram
gonivruli.
Pottery Barn-Si yvela muSaobs akvi-
atebuli ideiT, rom gaugos maRaziis
momxmareblebs – vin arian isini,
Pottery Barn: aaii,, ccxxoovvrreebbiiss ssttiillii aammaass hhqqvviiaa!!
6.1
Pottery Barn yidis ara mxolod avejs, is yidis mTlianad cxovrebis stils. is
gvTavazobs bavSvebis cxovrebis alternatiul stils Pottery Barn Kids-Si,
Tanamedrove da moduri produqciebi PBteen-Si; da maRalxarisxiani ojaxebsa
da megobrebze orientirebuli cxovrebis stili Pottery Barn-is wamyvan
maRaziebSi.
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

211. rogor cxovroben da ra surT
cxovrebisgan. axali ideebis ZiebaSi
isini momxmarebelsa da sabazaro
sivrces Seiswavlian. alberis
msgavsad, momsaxure personalis ume-
tesoba sakuTari cxovrebis wess mis-
devs. produqtis ganviTarebisa da
ideebis dasagroveblad isini
TavianT Rrma intuicias iyeneben,
romlis saSualebiT Pottery Barn-is
cxovrebis stili momxmarebels
miewodeba.
maRaziaSi ganTavsebamde, Pottery
Barn-is axali produqti mkacr,
xuTpunqtian moTxovnas unda akmay-
ofilebdes. pirvel rigSi igi kargad
unda gamoiyurebodes, magram ar unda
iyos Zalian mkacri. produqti kar-
gad unda SeigrZnobodes da maRali
xarisxis unda iyos. meoTxe moTxovna
moicavs gamZleobas da unda
pasuxobdes Semdeg SekiTxvas:
`bavSvebs Tu SeuZliaT masze xtu-
naoba”? dabolos, man unda gauZlos
ukidures gamocdas, romelsac Celia
tejada, Pottery Barn-is dizainisa da
produqtis ganviTarebis direqtori
atarebs. igi ekiTxeba Tavis
dizainerebs `waiRebT am produqts
saxlSi an aCuqebT Tqvens saukeTeso
megobars”? Tu TanamSromeli
Seyoymandeba, igi eubneba:
`moisroleT nagavSi”.
es aris procesi, romelic ufro
instinqts eyrdnoba, vidre
racionalur mecnierebas. Pottery Barn-
Si arc fokus-jgufis da arc mar-
ketinguli kvlevis praqtikas ar
gamoiyeneben. tejada acxadebs,
imisaTvis rom Seqmna Zlieri brendi
cxovrebis stilisTvis, pirvel
rigSi, TviTon unda gqondes
cxovreba. amitom is momsaxure per-
sonals waaxalisebs, restornebSi
Seiaron da daakvirdnen, rogor aris
gaSlili magidebi, moiaron bazrebi,
sadac saintereso nakeTobebi
iyideba, daaTvalieron Ria
gamofenebi da samodelo saxlebi
axali arqiteqturuli da samodelo
tendenciebis mosaZieblad; gaarTon
megobrebi da CainiSnon maTi
survilebi, Tu romeli produqtis
SeZena surT: ufro didi xis TefSis,
ufro lamazi misarTmevi
WurWleulis an ukeTesi salsas
Tasis.
Pottery Barn-is momsaxure person-
alis piradi cxovrebisagan
miRebuli STagonebis Sedegi
mxolod individualuri saqoneli an
produqciis seria ar aris.
SemTxveviTi sulac ar aris, rom
Pottery Barn-im pirveli sabavSvo pro-
duqciis gamoSveba laura alberis
bavSvis dabadebis Semdeg daiwyo.
kompaniis prezidenti gawbilebuli
aRmoCnda imis gamo, rom axalSobi-
lis oTaxis gasawyobad saWiro
nivTebi ver SearCia. amitom man da
misma gundma Seadgines biznesgegma,
romelic gulisxmobda Pottery Barn-is
cxovrebis stilis gafarToebas
masSi axaldabadebulebisa da
bavSvebis oTaxebis mowyobilobebisa
da aqsesuarebis CarTviT. dReisaTvis
Pottery Barn-is 67 sabavSvo maRazia
arsebobs, xolo 2006 wels kidev 16
axlis gaxsnaa dagegmili. rogorc
mosalodneli iyo, Pottery Barn Kids
bavSvebis cxovrebis alternatiul
stils uzrunvelyofs. maRaziebsa
da katalogebSi waawydebiT sruly-
ofili bavSvobis idiliur scenebs,
sadac gamosaxulia aqsesuarebiT
aRWurvili saZinebeli oTaxebi: fri-
ala fardebi, Tbili sabnebi da uam-
ravi cxoveli. `Cemi meuRle
getyodaT, rom aveji CemTvis iyo da
ara bavSvebisaTvis”, _ ambobs erT-
erTi deda. es aris `imis anarekli,
rac me mindoda, rom yofiliyo.”
Pottery Barn-is produqciis xazis
gagrZeleba aris PBteen, romelic
Tineijerebis cxovrebis stilzea
morgebuli. PBteen-is pirvel kata-
logSi warmodgenili iyo bewvis
pufebi (naWris skamebi), zewrebi
cxovelebis gamosaxulebiTa da
dasaketi karadebi. ZiriTadi produq-
cia moicavs Tineijerebis
oTaxisaTvis saWiro nivTebs, dawye-
buli xaliCebiTa da CD-is
stendebiT, damTavrebuli avejiT,
baliSebiTa da CarCoebiT.
magaliTad, sawolTan misadgami,
skeitbordis Sesanaxi, specialuri
karada. `Cven gvaqvs nivTebi, rom-
lebic Tqvens samyarozea morge-
buli”, vkiTxulobT PBteen-is veb-
gverdze. bolos ki weria: `SexvalT
Cems oTaxSi? siamovnebiT.”
PBteen-is produqciis kompleqsis
swor gansazRvrasa da Seqmnas didi
Zalisxmeva sWirdeba. Pottery Barn-is
momsaxure personali Tveebis
ganmavlobaSi cdilobda, SeeRwia
momxmareblis gonebaSi da maTi
cxovrebis stili ukeTesad Seeswav-
la. `Cveni dizainerebi dadiodnen
koncertebze, idgnen skolebTan da
uyurebdnen MTV-s”, _ ambobs erT-
erTi vice-prezidenti. PBteen-ma
Caatara konkursi, romelSic bavSvebs
sTxovdnen, TavianTi oTaxebis
suraTebi fostiT miewodebinaT. amis
saSualebiT, firmis momsaxure per-
sonalma Tineijerebis realur
samyaroSi Seixeda da, centraluri
sadazvervo saagentos analitikose-
bis msgavsad, Seiswavla. `yvela
bavSvi patara zazunaa, romelic say-
varlad eTamaSeba Tavis saTamaSoebs,
_ ambobs erT-erTi, _ es ki Cven
udides SesaZleblobas gvaZlevs.
vimedovnebT, rom mSoblebs iseTi
saTamaSoebis SeZenaSi daviyoliebT,
romlebic garkveuli cxovrebis wess
gamoxataven.”
ojaxis romel wevrzec ar unda
moaxdinos orientacia, Pottery Barn
TiToeul adamians didebuli
cxovrebis stilis xedvas awvdis.
SesaZloa, swored es iyos mizezi
imisa, rom, Conde Nast-is Jurnalis mier
Catarebuli gamokiTxvis Sedegad,
romlis mizani iyo saxlis
interieris yvelaze popularuli
Jurnalis gamovlena, gamokiTxulTa
umravlesobam Pottery Barn-is katalogi
daasaxela.
Pottery Barn-is cxovrebis stili
Seefereba rogorc kompanias, aseve
mis momxmareblebs. gasul wels
Pottery Barn-is gayidvebma TiTqmis 12
procentiT moimata, Pottery Barn Kids-
isam ki _ TiTqmis naxevarjer.
gasuli dekadis ganmavlobaSi, am
maRaziaTa qselis warmatebis
wyalobiT, Pottery Barn-is mSobeli kom-
paniis Williams-Sonoma-s Semosavali 6-
jer, xolo mogeba ki 10-jer
gaizarda. tejadasaTvis Pottery Barn-is
momxibvleloba sulac ar aris
saidumlo: `Cveni brendi [cxovrebis
stils moicavs]. es aris sulieri
mdgomareoba. da momxmarebels
SeuZlia is gaiTavisos.”
wwyyaarroo:: adaptirebulia Linda Tischer,
“How Pottery Barn Wins with Style,”-is
mixedviT, Fast Company, June 2003,
pp.106-113. damatebiTi informacia
amoRebulia Amy Merrick, “Child’s Play for
Furniture Retailers?-Amid Signs of Baby Boom,
the Big Chains Rush to Expand Offerings to
Newborns, Kids,” Wall Street Journal,
September 25, 2002, p. B1; Charlyne Varkonyi
Schaub, “Pottery Barn Tailoring Itself for
Teens.” Sun-Sentinel, May 9, 2003, ele-
qtronuli versia veb-gverdze
www.sun-sentinel.com; “Wiliam’s Sonoma,
Inc.,” Hoover’s Company Profiles, Austin, May
15, 2003; da informacia xelmisawvdo-
mia veb-gverdze www.pbteen.com, July
2003.
TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 229
zustad SerCeul myidvelTan swori urTierTobis ageba

212. 230 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
reklamaSi kmayofili bavSvi sawolze xtunaobs, am dros ki reklamaSi ismis:
`iq asvlas Tqven mTeli cxovrebis ganmavlobaSi cdilobdiT.” mayurebels
reklama im eiforiul SegrZnebebs axsenebs, rodesac imas akeTebdnen, rasac maT
mSoblebi ukrZalavdnen. reklama mayurebels hpirdeba, rom is am yvelafers
kidev erTxel ganicdis, rodesac Honda-s motorolers daqoqavs. amrigad, Honda
TiToeul CvenganSi Camalul meamboxe, damoukidebel bavSvs uxmobs da Tavis
veb-gverdze xalxs mouwodebs: `sufTa haeri, Tavisufleba da xalisi – am yve-
lafers euflebiT, roca Honda-s motorolers marTavT!” Honda-s motoroleris
myidvelebis naxevarze meti axalgazrda Taobaa, xolo ufrosi asakis adami-
anebze (50 welze zeviT) Sesyidvebis mxolod 15 procenti modis. asakovanma
beibibumerebma da Tavgadasavlebis maZiebelma axalgazrdebma gasul wels
motorolerebis gayidvebis naxtomiseburi, 26-procentiani zrda gamoiwvies.13
sseeggmmeennttaacciiaa qqcceevviiss mmiixxeeddvviiTT.. myidvelebs yofs produqtisadmi gansxvavebuli
codnis, damokidebulebis, moxmarebisa da gamoxmaurebis mixedviT. bevri marke-
tologi iziarebs mosazrebas, rom bazris segmentebis gansazRvris sawyis
etapze saukeTeso gzaa qceviTi maxasiaTeblebis gamoyeneba.
ssiittuuaacciieebbii __ myidvelebis dajgufeba SesaZlebelia im situaciebis mixedviT,
romlis drosac momxmarebeli yidvis gadawyvetilebas iRebs, uSualod axor-
cielebs Sesyidvas an Sesyidul sagans iyenebs. ssiittuuaacciiiiss mmiixxeeddvviiTT sseeggmmeennttaa--
cciiaa kompaniebs momxmareblis mier produqtis gamoyenebis gzebis dadgenaSi
exmareba. magaliTad, forToxlis wvens momxmarebeli yvelaze xSirad sauzmeze
miirTmevs, Tumca kompaniebi TavianT sareklamo gzavnilebSi gvatyobineben, rom
forToxlis wvenis daleva dRis nebismier monakveTSia sasargeblo. Coca-Cola-s
`dilis wvenis” saxeliT cnobili sareklamo kampania Coca-Cola-s matonizire-
bel Tvisebas momxmareblis gonebaSi amkvidrebs, riTic cdilobs, xeli Seuwyos
mis moxmarebas dilaobiT.
marketologebi zogierTi dResaswaulis saxelis stimulirebas axdenen,
risi mizanic aris sasaCuqre produqciis (kamfetebi, yvavilebi da a.S.) gayidve-
bis zrda. kompaniebi specialur SeTavazebebsa da reklamebs swored aseTi
dResaswaulebisaTvis amzadeben. magaliTad, Altoids valentinis dResaswauli-
saTvis gvTavazobs gansakuTrebuli kamfetebis yuTs `siyvarulis kolofs _
saocrad Zlier valentins”. kompania Beatrice Foods noembersa da dekemberSi spe-
cialur sareklamo kampanias eweva madlierebisa (Thanksgiving Holiday) da Sobis
dResaswaulebTan dakavSirebuli TematikiT. amis Sedegad, gayiduli naRebis 30
procenti am Tveebze modis. kompania Hershey Tavis produqt Hershey’s Kisses-s spe-
sseeggmmeennttaacciiaa
ssiittuuaacciiiiss mmiixxeeddvviiTT
(Occasion segmentation)
bazris jgufebad da-
yofa im situaciebis
mixedviT, romelTa
drosac momxmarebe-
li yidvis gadawyve-
tilebas iRebs, uSua-
lod axorcielebs
Sesyidvas an Sesyi-
dul sagans iyenebs.
sseeggmmeennttaacciiaa qqcceevviiss
mmiixxeeddvviiTT (Behavioral
segmentation)
bazris jgufebad da-
yofa produqtisadmi
gansxvavebuli damo-
kidebulebis, codnis,
moxmarebisa da ga-
moxmaurebis mixedviT.
■ segmentacia situa-
ciis mixedviT: valenti-
nis dResaswaulisaTvis
kompania Altoids-ma Seqmna
kamfetebis specialuri
yuTi `siyvarulis
kolofi - saocrad
Zlieri valentini".

213. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 231
zustad SerCeul myidvelTan swori urTierTobis ageba
sseeggmmeennttaacciiaa
ssaarrggeebblliiss mmiixxeeddvviiTT
(Benefit segmentation)
bazris dayofa jgu-
febad sxvadasxva
sargeblis mixedviT,
romlebsac momxmare-
beli produqtSi eZebs.
cialur sadResaswaulo ferebSi fuTavs. am produqtze moTxovnis 75 procenti
valentinisa da aRdgomis dReebze modis.
Kodak, Konica, Fuji da fotoaparatebis sxva mwarmoeblebi situaciis mixedviT
segmentacias iyeneben erTjeradi fotoaparatebis Seqmnisa da gayidvisaTvis.
linzebis, gadaRebis siCqarisa da aqsesuarebis sxvadasxva kombinaciiT maT
Seqmnes erTjeradi fotoaparatebi nebismieri situaciisaTvis, dawyebuli
wyalSi fotografirebisaTvis, damTavrebuli Cvili bavSvebisaTvis suraTebis
gadaRebisaTvis. Kodak-is erTjeradi aparati Water&Sport wyalgamZlea (misi
gamoyeneba wyalSi 50 futis siRrmeze SeiZleba), dartymagamZlea, aqvs mzis
gamosxivebisa da gafxaWnis sawinaaRmdego linzebi, gadaRebis siCqarea wamis
1/800. `rac Cveulebriv fotokameras gamoepareba, ver gamoepareba mas!” _ amt-
kicebs Kodak.14
ssaarrggeebbeellii.. segmentaciis Zlier formas warmoadgens myidvelTa dajgufeba im
sargeblis mixedviT, romelsac isini produqtisagan elian. sseeggmmeennttaacciiaa ssaarrggeebb--
lliiss mmiixxeeddvviiTT gulisxmobs ZiriTadi sargeblis dadgenas, romelsac myidveli
garkveuli tipis produqtSi eZebs. aseve im myidvelTa jgufebis dadgenas, rom-
lebic garkveul sargebels eZebs da im brendebis gamovlenas,romlebic ama Tu
im sargebels uzrunvelyofen. magaliTad, am Tavis dasawyisSi mocemul
istoriaSi aRniSnulia, rom P&G-ma gansazRvra sarecxi saSualebebis ramdenime
gansxvavebuli segmenti. TiToeuli segmenti eZebda sargeblis unikalur kombi-
nacias: gasufTavebasa da gaTeTrebas, ekonomias, qsovilis sinazis SenarCunebas,
sasiamovno surnels, gamZleobasa da qafis mcire an did raodenobas.
Sara Lee korporaciis aTleturi tansacmlis ganyofileba Champion bazris
segmentacias im sargeblis mixedviT axdens, romelsac sxvadasxva momxmarebeli
sportul tansacmelSi eZebs. magaliTad, egreT wodebuli `moirgeT da
gamoewyveT“ jgufis momxmarebeli sportul tansacmelSi funqciasa da stils
Soris balansiTaa dainteresebuli. isini Sedegis misaRebad varjiSoben,
magram surT, varjiSis dros kargad gamoiyurebodnen. `seriozuli sportuli
konkurentebis” jgufi seriozulad varjiSobs da amiT cxovrobs. maT uyvarT
TavianTi sportuli samosi _ isini eZeben masSi mxolod funqciurobas. maTgan
gansxvavebiT, `faseulobiT dainteresebul dedebs” sportuli interesi ar
gaaCniaT, amitom sportul samosSi stils ufro did mniSvnelobas aniWeben.
amrigad, TiToeuli segmenti faseulobis sxvadasxva nazavs eZebs. Champion-ma
yuradReba unda gaamaxvilos im segmentebze, romlebsac saukeTesod moemsax-
ureba da maqsimalur sargebels mianiWebs.
mmoommxxmmaarreebblliiss ssttaattuussii.. bazris dayofa SesaZlebelia Semdegi saxis jgufebad:
aramomxmarebeli, yofili momxmarebeli, potenciuri momxmarebeli, pirveladi
momxmarebeli da mudmivi momxmarebeli. erT-erTma kvlevam aCvena, rom sisxlis
donorebs TviTdajerebulobis grZnoba naklebad aqvT ganviTarebuli, arian
naklebriskianebi da gansakuTrebiT TavianTi janmrTeloba ainteresebT. sru-
liad sapirispiro maxasiaTeblebi aqvT aradonorebs. yvelaferi miuTiTebs
imas, rom arsebuli donorebis SenarCunebisa da axlebis misazidad
socialurma saagentoebma sxvadasxva midgoma unda gamoiyenon.
kompaniis bazarze pozicia zegavlenas axdens mis strategiaze. bazris
lideri cdilobs orientacia potenciuri momxmareblis mizidvaze aiRos, maSin
rodesac ufro patara firmebi arsebuli momxmareblis gadmobirebaze
amaxvileben yuradRebas.
mmooxxmmaarreebbiiss ssiixxSSiirree.. bazris segmentacia aseve SeiZleba produqtis msubuqi,
saSualo da mZime moxmarebis mixedviT. procentulad produqtis mZime (mudmivi)
momxmarebelTa raodenoba mcirea, Tumca maT mier produqtis moxmarebis pro-
centuli maCvenebeli sakmaod maRalia. xSirad, marketologebi amjobineben,
miizidon an moemsaxuron produqtis mZime momxmarebels, vidre momxmarebels,
romelic produqts iSviaTad yidulobs. magaliTad, swrafi kvebis industriaSi
klientebis mxolod 20 procentia mudmivi momxmarebeli, magram is mTliani
gayidvebis daaxloebiT 60 procents Seadgens. erTi mudmivi momxmarebeli
(dauqorwinebeli kaci), romelmac saWmlis momzadeba ar icis, swrafi kvebis
restornebSi dReSi daaxloebiT 40 dolars xarjavs da TveSi daaxloebiT 20-

214. 232 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
jer stumrobs maT. mudmivi momxmareblebi `ufro xSirad modian da met fuls
xarjaven. es ki salaros aparats awkrialebs”, _ ambobs Burger King-is mar-
ketingis menejeri. miuxedavad imisa, rom swrafi kvebis kompaniebi McDonald’s,
Burger King da KFC bevrad arian damokidebulni mudmiv momxmarebelze da yve-
lafers akeTeben, raTa yoveli vizitis Semdeg isini kmayofilebi wavidnen, isini
reklamebiTa da stimulirebiT sul ufro xSirad msubuq momxmarebelze
gadian. mudmivi momxmareblebi `isedac Cvens restornebSi dadian”, _ ambobs
Burger King-is marketologi. kompaniis mier marketingul kampaniaze daxarjuli
dolarebi xSirad msubuqi momxmareblis darwmunebas xmardeba, raTa maTTvis
hamburgeri upirvelesi gaxdes.15
eerrTTgguulleebbiiss ssttaattuussii.. bazris segmentacia SeiZleba momxmareblis erTgulebis
mixedviTac moxdes. momxmarebeli SeiZleba iyos brendis (Tide), maRaziis (Wal-
Mart) an kompaniis (Ford) erTguli. myidvelebis dayofa jgufebad SesaZlebelia
maTi erTgulebis xarisxis mixedviT. zogierTi myidveli bolomde erTgulia –
yovelTvis erT brends yidulobs. sxvebi ki nawilobriv erTgulebi arian –
isini mocemuli produqtis kategoriaSi mxolod erTi an ori brendisadmi
arian erTgulni, an erTi produqtisadmi arian keTilganwyobilni da xandaxan
sxvasac yiduloben. Tumca arian myidvelebi, romlebic arc erTi brendis
erTgulebi ar arian. amis mizezi aris is, rom isini yovelTvis raRac gansx-
vavebuls eZeben an yiduloben imas, rac im dros gayidvaSia.
bazarze arsebuli erTgulebis tendeciis analiziT, kompanias bevr
SekiTxvaze pasuxis miReba SeuZlia. Tavdapirvelad, man sakuTari erTguli
momxmarebeli unda Seiswavlos. magaliTad, imisaTvis rom Pepsi-s ukeTesad
gaego momxmareblis moTxovnilebebi da qceva, maTze dakvirveba awarmoa Pepsi-s
moxmarebis adgilebSi – saxlebSi, maRaziebSi, kinoTeatrebSi, sportuli
RonisZiebebis dros da zRvis sanapiroze. `Cven gavarkvieT, rom uamravi adami-
ani erTgulia da gatacebulia Pepsi-s produqtebiT, _ acxadebs Pepsi-s
momxmarebelTan urTierTobis ganyofilebis direqtori, _ erT ymawvils
saxlis sardafSi Pepsi-s oTxi Tu xuTi yuTi hqonda, magram Tvlida, rom es ar
iyo sakmarisi da maragis Sevseba surda.” am da sxva kvlevebis gamoyenebiT
Pepsi-m miznobrivi bazari zustad gansazRvra da Sesabamisi marketinguli
SeTavazeba Seqmna.16
naklebad erTguli myidvelebis SeswavliT kompanias SeuZlia
gamoaaSkaraos, romeli brendia misi produqtis konkurenti. Tu Pepsi-s bevri
myidveli Coca-Cola-sac yidulobs, Pepsi-s pozicionirebis gaumjobeseba SeuZlia
SedarebiTi reklamebis gamoyenebiT. im myidvelebze dakvirvebiT, romlebic
gadawyveten konkurent brendze gadarTvas, kompanias SeuZlia Tavisi mar-
ketinguli kampaniis sisusteebis gansazRvra. araerTguli myidvelis misazidad
ki _ fasdaklebiTi politikis gatareba.
mmrraavvaallii sseeggmmeennttaacciiiiss ssaaffuuZZvvlliiss ggaammooyyeenneebbaa.. marketologebi segmentaciisas
iSviaTad iyeneben mxolod erTi segmentaciis safuZvels. piriqiT, mcire zomis
miznobrivi jgufebis ukeTesad gansasazRvrad sul ufro metad gamoiyeneba
mravali segmentaciis safuZveli. amrigad, bankma ara mxolod marto mcxovrebi,
pensiaSi gasuli, SeZlebuli mozardebis jgufi unda gansazRvros, aramed am
jgufSi unda moxdes sxvadasxva qvesegmentis gansazRvra Semosavlebis, aqtive-
bis,danazogebisa da cxovrebis stilis mixedviT. xSirad,kompaniebi bazris seg-
mentacias erTi segmentaciis safuZvelis gamoyenebiT iwyeben, xolo Semdeg
iyeneben sxva safuZvelsac.
mravalsafuZvliani segmentaciis erT karg magaliTs `geodemografiuli”
segmentacia warmoadgens. ramdenime biznessainformacio saagentom gaaerTiana
aSS-is mcxovrebTa cxovrebis stilis monacemebi maT cxovrebis adgilTan
(safosto indeqsTan, ubanTan, kvartalTan, qalaqTan). es marketologebs ufro
efeqtur segmentaciaSi exmareba. erT-erTi wamyvani sistema aris Claritas-is mier
Seqmnili PRIZM _ `miTxari sad cxovrob da getyvi vin xar Sen”. sistema
aerTianebs mraval demografiul faqtors (asaki, ganaTleba, Semosavali, saqmi-
anoba, sasicocxlo cikli, saxlis pirobebi, eTnikuroba da urbanizacia),
gamokiTxvebis Sedegad miRebul cxovrebis stilis monacemebTan. aSS-is 260,000
geografiuli erTeulis klasifikacias axdens 62 jgufad _ klasterad.

215. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 233
zustad SerCeul myidvelTan swori urTierTobis ageba
TiToeul klasters egzotikuri saxeli aqvs: `cisfersisxlianTa qoneba”,
`fuli da goneba”, `axalgazrda literatorebi”, `iaraRisa da pikapis moy-
varulni”, `amerikeli meocnebeni”, `axali ekologebi”, `mobiluri bluzmenebi”
da `nacrisferi Zala”.
TiToeuli klasteri unikaluri maxasiaTeblebisa da Sesyidvis maneris
gamomxatvelia. magaliTad, `cisfersisxlianTa qoneba” aris elitaruli, Zalian
mdidari ojaxebiT dasaxlebuli gareubnebi. am jgufSi gaerTianebuli adami-
anebi, savaraudod, gamajansaRebel klubebSi arian gawevrianebulni, sarge-
bloben mogzaurobis ZviradRirebuli momsaxurebiT, usmenen klasikur musikas
da kiTxuloben `arqiteqturul daijests”. `iaraRisa da pikapis” moyvaruli
jgufi ki dakompleqtebulia e.w. soflis `lurjsayeloiani” muSebiTa da
ojaxebiT. am jgufis wevrebi ufro xSirad dadian saTevzaod, iyeneben ele-
qtroxerxs, hyavT ZaRli, svamen RC Cola-s, uyureben ESPN2-s da kiTxuloben
Jurnal “Motor Trends”-s. klasterSi `laTinoamerikuli miqsi” erTiandeba xalxi,
romlebic brendsa da produqtis xarisxs afaseben da am brendis erTgulni
arian. maTi ojaxuri orientacia sakmaod Zlieria.
aseTi segmentacia Zlier iaraRs warmoadgens bazris segmentaciisTvis,
moTxovnis SefasebisTvis, miznobrivi bazris amorCevisTvisa da stimulirebis
ganacxadis formulirebisaTvis. magaliTad, Suave-is Sampunis marketingis
warsamarTad kompania Unilever-ma gamoiyena segmentaciis sistema PRIZM, raTa is
ubnebi ganesazRvra, sadac ufro meti saqmiani qali cxovrobs. Suave-is
sareklamo gzavnilze _ `sulac ar aris saWiro silamazes mTeli qoneba
moaxmaroT” _ yvelaze kargad am kategoriis qalebi reagireben. wignebiT
movaWre Barnes & Noble Tavis maRaziebs im ubnebSi xsnis, sadac cxovroben jguf
`fuli da gonebis” momxmareblebi, radgan maTTvis damaxasiaTebelia didi rao-
denobis wignebis Sesyidva.17
bbiizznneessbbaazzrriiss sseeggmmeennttaacciiaa
samomxmareblo da biznes bazrebis
segmentaciisaTvis marketologebi,
xSirad, erTi da imave segmentaciis
safuZvels iyeneben. organizaciuli
(biznes) myidvelebis segmentacia
SesaZlebelia geografiuli faq-
torebis, demografiuli (indus-
tria, kompaniis zoma) faqtorebis,
sargeblis, moxmarebis statusis,
moxmarebis sixSirisa da erTgu-
lebis statusis mixedviT. Tumca
marketologebi damatebiT segmenta-
ciis safuZvelsac iyeneben, kerZod,
myidvelis saoperacio maxasiaTeb-
lebs, Sesyidvisadmi midgomas, si-
tuaciur faqtorebsa da pirovnul
maxasiaTeblebs.
kompaniebs meti Sansi aqvT, mom-
xmareblebs faseuloba miawodon,
Tu mTlian bazarze gasvlis nac-
vlad yuradRebas mcire segmente-
bze gaamaxvileben. Hewlett-Packard-is
kompiuteruli sistemebis qveganay-
ofi koncentracias axdens swrafad
mzard industriebze, rogorebicaa satelekomunikacio da safinanso. misi
gamyidvelTa gundi pasuxismgebelia, miizidos da moemsaxuros SerCeuli indus-
triidan biznesmyidvelebs.18 arCeuli industriis farglebSi, kompaniis warmo-
madgenels SeuZlia Semdgomi segmentacia moaxdinos myidveli organizaciis
zomis an geografiuli adgilmdebareobis mixedviT.
msxvil da mraval adgilze mdebare biznesmyidvelTan urTierTobisaTvis
kompanias SeuZlia calkeuli midgomis SemuSaveba. magaliTad, kompania Steelcase,
■ Suave-is Sampunis marketingis warsamarTad kompania Unilever-ma gamoiyena
segmentaciis sistema PRIZM, raTa is ubnebi ganesazRvra, sadac ufro meti saq-
miani qali cxovrobs. Suave-is sareklamo gzavnilze `sulac ar aris saWiro,
silamazes mTeli qoneba moaxmaroT" yvelaze kargad am kategoriis qalebi
reagireben.

216. 234 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
saofise avejis wamyvani mwarmoebeli, pirvel rigSi, biznesbazris segmentacias
10 industriad axdens, maT Soris sabanko, sadazRvevo da eleqtronakeTobebis.
Steelcase-s urTierToba aqvs adgilobriv dilerebTan, raTa maT moemsaxuron
TiToeul industriaSi arsebul mcire zomis, adgilobriv kompaniebs. magram
msxvil, nacionalur kompaniebs Steelcase emsaxureba angariSebis menejerebis
saSualebiT.
miznobrivi industriis SerCevisa da biznesmyidvelis zomis dadgenis
Semdeg SesaZlebelia Sesyidvisadmi midgomisa da situaciuri faqtorebis
mixedviT segmentebis ufro patara jgufebad dayofa. bevri marketologi
Tvlis, rom, samomxmareblo bazris segmentaciis msgavsad, biznesbazrebis
segmentaciisTvis segmentaciis saukeTeso safuZvels warmoadgens Sesyidvebis
manera da sargebeli.19
ssaaeerrTTaaSSoorriissoo bbaazzrriiss sseeggmmeennttaacciiaa
Zalian cota kompanias Tu aqvs imis resursi an survili, rom Tavisi saqmianoba
msoflios yvela Tu ara,ramodenime qveyanaSi mainc ganaxorcielos. miuxedavad
imisa, rom iseTi msxvili kompaniebi, rogorebic arian Coca-Cola an Sony, Tavis
produqcias 200-ze met qveyanaSi yidian, saerTaSoriso firmebis umetesoba
ufro cota qveyanaSia Sesuli. bevr qveyanaSi saqmianoba axal gamowvevebs
warmoSobs. sxvadasxva qveyana, isinic ki, romlebic erTmaneTis axlos mdebare-
oben, SesaZloa erTmaneTisgan Zalian gansxvavdebodnen TavianTi ekonomikuri,
kulturuli da politikuri SexedulebebiT. amrigad, saerTaSoriso aspareze
momuSave firmebma, adgilobrivi bazris msgavsad, gansxvavebuli SesyidviTi
moTxovnebisa da qcevis mixedviT msoflio bazric unda dayon segmentebad.
erTi an ramdenime cvladis kombinaciiT kompaniebs saerTaSoriso bazris
dayofa SeuZliaT. es SesaZlebelia geografiuli adgilmdebareobis mixedviT
moxdes – qveynebis dajgufeba regionebis mixedviT (dasavleT evropa, wynari
okeanis auzis qveynebi, Sua aRmosavleTi an afrika). geografiuli segmentacia
gulisxmobs, rom erTmaneTTan axlos myof qveynebs bevri saerTo Tviseba da
qceva gaaCniaT. Tumca, arsebobs bevri gamonaklisi. magaliTad, miuxedavad imisa,
rom kanadisa da SeerTebuli Statebis mosaxleobas bevri ram aqvT saerTo
ekonomikuri da kulturuli TvalsazrisiT, isini ar hgvanan TavianT mezobel
meqsikas. momxmareblebi erTmaneTisgan sakmaod gansxvavdebian regionis
farglebSic ki. magaliTad, aSS-is bevri marketologi Tvlis, rom centraluri
da samxreT amerikis yvela qveyana, TavianTi 400 milioniani mosaxleobiT,
erTnairia. Tumca, dominikelTa respublika iseve ar hgavs brazilias, rogorc
italia SvedeTs. bevri laTinoamerikeli espanurad ar laparakobs.
magaliTad, 140 milioni portugaliur enaze molaparake brazilieli da
milionobiT adamiani samxreT amerikis sxva qveynebSi, romlebic indielebis
sxvadasxva dialeqts iyeneben.
msoflios bazris segmentacia SesaZlebelia ekonomikur faqtorebze
dayrdnobiTac, magaliTad, qveynebis dajgufeba mosaxleobis Semosavlis an
mTliani ekonomikuri ganviTarebis donis mixedviT. zogierTma qveyanam
(SeerTebuli Statebi, britaneTi, safrangeTi, germania, iaponia, kanada, italia da
ruseTi) dasabami misca maRalindustriul ekonomikas. sxva qveynebSi yalibdeba
axlad-industriuli an ganviTarebadi ekonomika (singapuri, taivani, korea,
brazilia, meqsika). sxvebi kidev ufro naklebad ganviTarebulebi arian
(indoeTi, CineTi).
qveynebis segmentacia SesaZlebelia politikuri da samarTlebrivi faq-
torebis mixedviT. aseTebia mmarTvelobis forma da stabiluroba, ucxouri
firmebis raodenoba, valutis simyare, fulad-sakredito mdgomareoba da
biurokratiis odenoba. msgavsi faqtorebi gadamwyvet rols asruleben kom-
paniis mier arCevanis gakeTebis procesSi _ romel qveyanaSi Sevides da rogor.
bazrebis dajgufebis procesSi SesaZlebelia kulturuli faqtorebis
gamoyenebac, saerTo enis, religiis, faseulobebisa da damokidebulebebis, wes-
Cveulebebisa da qcevis modelebis mixedviT.
saerTaSoriso bazrebis segmentacia geografiul, ekonomikur, politikur,
kulturul da sxva faqtorebze dayrdnobiT gulisxmobs, rom segmenti
qveynebis erTobliobas unda moicavdes. bevri kompania sxva midgomas iyenebs, es
aris bbaazzaarrTTSSoorriissii sseeggmmeennttaacciiaa.. am midgomisas igi msgavsi moTxovnilebebis
bbaazzaarrTTSSoorriissii
sseeggmmeennttaacciiaa
(Intermarket
segmentation)
msgavsi moTxovnile-
bebis segmentebis
formireba, maTi sxva-
dasxva qveyanaSi
arsebobis miuxedavad.

217. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 235
zustad SerCeul myidvelTan swori urTierTobis ageba
segmentebis formirebas axdens, maTi sxvadasxva warmoSobis miuxedavad.
magaliTad, Mersedes-Benz-is mizans mTel msoflioSi mcxovrebi SeZlebuli
adamianebi warmoadgenen.
cnobili musikaluri arxi MTV orientirebulia mTeli msoflios
Tineijerebze, romlebsac bevri ram aqvT saerTo: isini swavloben, dadian
maRaziebSi da aqvT Zalian bevri saerTo interesi. maT ufro meti saerTo aqvT
erTmaneTTan, vidre sakuTar mSoblebTan. `gasul wels me Cvidmet sxvadasxva
qveyanaSi viyavi, _ ambobs erTi eqsperti, _ Zalian Znelia, CineTis, gaerTianebuli
samefosa da iaponiis Tineijerebs Soris raime gansxvaveba ipovo, garda enisa.”
meore eqspertis TqmiT, `msoflios Tineijerebi buenos-airesSi, pekinsa da
bangalorSi Coca-Cola-s ylupaven da Tan MTV-is ritmebs hyvebian.” MTV aris
kulturuli xidi, romelic aerTianebs yve-
lafers, rac mTeli msoflios Tineijerebs
saerTo aqvT. Reebock, Nike, Swatch da bevri sxva
firma msoflios Tineijerebs kargad icnobs
da, Sesabamisad, swor pozicionirebas
axdens.20
mmooTTxxoovvnneebbii eeffeeqqttuurrii sseeggmmeennttaacciiiiss
ggaannssaaxxoorrcciieelleebbllaadd
cxadia, bazris segmentaciis mravali gza
arsebobs, magram yvela efeqturi ar aris.
magaliTad, sufris marilis myidvelebis day-
ofa SesaZlebelia qera da Savgvreman momx-
mareblebad. magram, cxadia, rom marilis yid-
vis dros Tmis feri sulac ar aris
ganmsazRvreli faqtori. ufro metic, Tu mar-
ilis yvela myidveli yovelTve erTi da imave
raodenobis marils SeiZens da erTi da imave
safasurs gadaixdis, kompania am bazris
segmentaciiT sargebels mainc ver naxavs.
bazris segmenti marketologisTvis ga-
moyenebadi rom gaxdes, unda iyos:
■ aaddvviillaadd ggaazzoommvvaaddii __ segmentis zoma,
Sesyidvis Zala da profili gazomvadi unda
iyos. segmentaciis garkveuli cvladebis
gazomva sakmaod rTulia. magaliTad, aSS-Si
32,5 milioni cacia cxovrobs, rac kanadis
TiTqmis mTel mosaxleobas udris. am segmen-
tisTvis sakmaod cota produqtia gamiznuli.
amis mTavari mizezi SesaZloa iyos is, rom am
segmentis gansazRvra da Sefaseba rTulia.
■ bazarTSorisi segmentacia: ar
aqvs mniSvneloba, msoflios ro-
mel kuTxeSi cxovroben, Tineije-
rebi gasaocar msgavsebas avlenen.
magaliTad, es ori Tineijeri ne-
bismier adgilas icxovrebda.
amrigad, bevri kompania Tineije-
rebze gasvlas erTiani marketin-
guli kampaniebis gamoyenebiT axdens.
■ `caciebis" segmentis gansazRvra da Sefaseba sakmaod rTulia.
amis gamo Zalian cota kompania aris dainteresebuli maTTvis spe-
cialuri SeTavazebebis morgebiT. Tumca marketinguli niSis zogi-
erTi mimdevari, rogoric aris gaerTianebul samefoSi arsebuli
Anything Left-Handed (`yvelaferi caciebisaTvis"), koncentracias am
segmentze axdens.

218. 236 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
ar arsebobs aranairi demografiuli monacemebi caciebis Sesaxeb, vinaidan
gamokiTxvebis dros arc aSS-is savaWro palata da arc kerZo kompaniebi maTze
informacias ar agrovebdnen. amitom am segmentze koncentrirebas mxolod
sabazro niSis mimdevari iseTi kompaniebi axdenen, rogoric aris gaerTianebul
samefoSi arsebuli Anything Left-Handed (yvelaferi caciebisaTvis).
■ xxeellmmiissaawwvvddoommii __ bazris segmentis miRweva da momsaxureba efeqturad unda
ganxorcieldes. warmoidgineT, sunamoebis kompaniam aRmoaCina, rom misi brendis
mudmivi momxmareblebi martoxela mamakacebi da komunikabeluri qalebi arian,
romlebic sakmaod gvianobamde imyofebian gareT da erTobian sxvadasxva
RonisZiebebze. Tu es jgufebi ar cxovroben da ar dadian maRa-ziebSi erTsa da
imave adgilebSi da garkveuli mediisadmi ar arian midre-kilni, rTuli iqneba
am wevrebTan dakavSireba.
■ mmnniiSSvvnneelloovvaannii _ bazris segmenti didi da mogebiani unda iyos. igi unda
Sedgebodes erTgvarovani pirebisgan,romelTaTvisac gamarTlebuli iqneba spe-
cialuri marketinguli programis Sedgena. magaliTad, avtomobilis mewarmis
mxridan sakmaod gaumarTlebeli nabiji iqneba Svid futze meti simaRlis
adamianebisaTvis specialuri manqanebis gamoSveba.
■ ddiiffeerreenncciirreebbaaddii _ segmentebi konceptualurad gamorCeuli da sxva-dasxva
marketinguli kompleqsis elementebsa da programebze gansxvavebulad morea-
gire unda iyvnen. Tu gaTxovili da gauTxovari qalebi parfiumeriis gayidve-
bze erTnairad reagireben, isini sxvadasxva segments ver warmoqmnian.
■ ggaannxxoorrcciieelleebbaaddii _ efeqturi programebis SemuSavebiT SesaZlebelia seg-
mentebis mozidva da momsaxureba. magaliTad, miuxedavad imisa, rom erTma
patara aviaxazma bazris Svidi segmenti gansazRvra, mas Zalian mcire raodeno-
bis momsaxure personali aRmoaCnda, raTa TiToeuli segmentisaTvis calkeuli
marketinguli programa ganeviTarebina.
cota xniT SeisveneT. rogor ggoniaT, kompaniebi, romlebTanac
TanamSromlobT, rogor iyeneben segmentaciis im koncefcias, romelic am
TavSi ganvixileT?
■ SegiZliaT daasaxeloT konkretuli kompaniebi, romlebic Cven mier
ganxiluli segmentaciis tipebisgan gansxvavebul praqtikas misdeven?
(im magaliTebis garda, romlebic ukve CamovTvaleT)
■ segmentaciis im safuZvlebis gamoyenebiT, romlebic axlaxan gan-
vixileT, moaxdineT aSS-is fexsacmlis bazris segmentacia. daaxasia-
TeT TiToeuli mTavari segmenti da qvesegmenti (ar daiviwyoT isini
Semdeg nawilSi miznobrivi bazris SerCevis kiTxvisas).
SSeerrwwyymmaakkoonncceeffcciieebbiiss
ssiiCCqqaarriiss
SSeemmzzRRuuddaavvii
■❚ mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevvaa
bazris segmentaciis Sedegad xdeba im segmentebis gamovlena, romlebze
gasvlac kompanias SeuZlia. amis Semdeg, firmam unda Seafasos sxvadasxva seg-
menti da gadawyvitos,yvelaze kargad ramdens da romel segments moemsaxureba.
axla ganvixilavT, rogor afasebs da irCevs kompania bazris segments.
bbaazzrriiss sseeggmmeenntteebbiiss SSeeffaasseebbaa
bazris segmentebis Sefasebisas kompaniam yuradReba sam faqtors unda miaq-
cios: segmentis zomasa da zrdis temps, segmentis struqturul mimzidvelobas,
kompaniis miznebsa da resursebs.
sseeggmmeennttiiss zzoommaa ddaa zzrrddiiss tteemmppii.. pirvel rigSi, kompaniam unda Seagrovos
monacemebi sxvadasxva segmentis myidvelunarianobaze, zrdis tempsa da mosa-

219. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 237
zustad SerCeul myidvelTan swori urTierTobis ageba
aarraaddiiffeerreenncciirreebbuullii
((mmaassoobbrriivvii)) mmaarrkkeettiinnggii
(Undifferentiated (mass)
marketing)
mTeli bazris erTi
SeTavazebiT mocvis
strategia, rodesac
segmentebs Soris
gansxvaveba ugulebe-
lyofilia.
lodnel mogebianobaze. aRsaniSnavia is faqti, rom yvela kompaniisaTvis ar
aris mimzidveli didi, swarafad mzardi segmenti. SedarebiT patara kompaniebs
SesaZloa msxvili segmentebis momsaxurebisaTvis saWiro kvalifikacia da
resursebi arc ki aRmoaCndeT. amitom mosalodnelia, rom aseTma kompaniebma
amoirCion mcire da naklebad mimzidveli, magram maTTvis potenciurad ufro
mogebiani segmentebi.
sseeggmmeennttiiss ssttrruuqqttuurruullii mmiimmzziiddvveelloobbaa.. segmentis grZelvadiani mimzidvelobis
uzrunvelsayofad kompaniam industriis mTavari struqturuli faqtorebi
unda Seamowmos.21 magaliTad, segmenti naklebad mimzidvelia, Tu masze ukve
bevri,Zlieri da agresiuli konkurenti moqmedebs. bevri Semcvleli produqtis
arsebobam SesaZloa SezRudos fasebi da, Sesabamisad, segmentisagan misaRebi
SesaZlo mogeba. produqtis mimzidvelobaze myidvelebis Zalaufleba garige-
bis dros did zegavlenas axdnes. aseTma myidvelma SesaZloa gamyidvels
fasebi daaklebinos an moiTxovos meti momsaxureba, rac misaReb mogebaze
zegavlenas moaxdens. Zlier mimwodeblebs, romlebsac SeuZliaT fasebis gakon-
troleba an SekveTili saqonlis Tu momsaxurebis xarisxis an raodenobis
Semcireba, SeuZliaT segmentis mimzidvelobaze zegavlena iqonion.
kkoommppaanniiiiss mmiizznneebbii ddaa rreessuurrsseebbii.. im SemTxvevaSic ki, Tu segmenti xasiaTdeba
saWiro zomiT, zrdis tempiTa da struqturuli mimzidvelobiT, kompaniam
sakuTari miznebi da resursebi mainc ar unda daiviwyos. zogierTi mimzid-
veli segmenti SesaZloa dawunebul iqnas im mizeziT, rom is kompaniis
grZelvadian miznebs ar Seesabameba. kompaniam unda gaiTvaliswinos, flobs Tu
ara am segmentSi warmatebis miRwevisaTvis saWiro kvalifikaciasa da
resursebs. Tu is ar aris sakmarisad Zlieri, igi arc unda Sevides am seg-
mentze. cnobilia, rom bazarze realuri gamarjvebis mosapoveblad, kompanias
Tavis konkurentebze meti kvalifikacia da resursebi esaWiroeba. gaxsovdeT,
kompania mxolod im segmentebze unda Sevides, romlebzec mas umaRlesi faseu-
lobis uzrunvelyofa da konkurentebze upiratesobis mopoveba SeuZlia.
mmiizznnoobbrriivvii sseeggmmeennttiiss SSeerrCCeevvaa
sxvadasxva segmentis Sefasebis Semdeg kompaniam unda gadawyvitos, romeli da
ramdeni segmenti unda amoiRos mizanSi.. mmiizznnoobbrriivvii bbaazzaarrii moicavs saerTo sa-
Wiroebebis an maxasiaTeblebis mqone myidvelebis jgufs, romlis momsaxurebac
kompaniam gadawyvita.
imis gamo, rom TiToeul myidvels unikaluri moTxovnilebebi da
survilebi gaaCnia,gamyidvelma TiToeuli maTgani SeiZleba ganixilos,rogorc
damoukidebeli miznobrivi bazari. idealur situaciaSi, SemdgomSi, gamyidvelma
TiToeuli myidvelisaTvis calkeuli marketinguli programa unda SeimuSaos.
miuxedavad imisa, rom zogierTi kompania cdilobs, yvela myidveli individu-
aluri momsaxurebiT uzrunvelyos, kompaniaTa umravlesobas ar uRirs indi-
vidualuri miznobrivi marketingis warmarTva. amis magivrad, isini ufro didi
segmentebiT arian dainteresebulni. zogadad ki, miznobrivi segmentis
SerCevisas ramdenime strategiis gamoyenebaa SesaZlebeli. suraTi 6.2
gviCvenebs, rom kompaniebs SeuZliaT mizanSi amoiRon Zalian farTo bazari
(aradiferencirebuli marketingi), Zalian viwro bazari (mikromarketingi) an
maT Soris arsebuli bazari (diferencirebuli an koncentrirebuli mar-
ketingi).
aarraaddiiffeerreenncciirreebbuullii mmaarrkkeettiinnggii (igive mmaassoobbrriivvii mmaarrkkeettiinnggii). am strategiis
gamoyenebisas kompaniam segmentebs Soris gansxvaveba unda ugulebelyos da
mTlianad bazari erTi SeTavazebiT moicvas. masobrivi marketingis strategia
koncentracias axdens momxmareblebis saerTo moTxovnebze. am dros Seqmnili
produqti da marketinguli programa gaTvlilia didi raodenobis myidvelze
mmiizznnoobbrriivvii bbaazzaarrii
(Target market)
saerTo saWiroebebis
an maxasiaTeblebis
mqone myidvelebis
jgufi, romlic mom-
saxurebac kompaniam
gadawyvita.
ssuurraaTTii 66..22
mizobrivi segmentis
SerCevis strategiebi

220. 238 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
da iyenebs erTian distribuciasa da reklamirebas.
rogorc am Tavis dasawyisSi aRvniSneT, bevri marketologi am strategias
eWvis TvaliT uyurebs. rTulia iseTi produqtis an brendis ganviTareba,
romelic yvela momxmareblisaTvis damakmayofilebeli iqneba. ufro metic, am
strategiiT moqmed marketologebs problema eqmnebaT im firmebTan
urTierTobisas, romlebic fokusirebas axdenen romelime segmentis an niSis
moTxovnilebebze da, Sesabamisad, ukeTesad akmayofileben maT.
ddiiffeerreenncciirreebbuullii mmaarrkkeettiinnggii (igive sseeggmmeennttuurrii mmaarrkkeettiinnggii) _ strategia,
rodesac firma gadawyvetilebas iRebs, ramdenime miznobrivi segmenti gamoyos
da TiToeuls individualurad moemsaxuros. General Motors cdilobs, rom
Seqmnas manqanebi `yvela adamianis, safulisa Tu pirovnebisaTvis”. Nike
gvTavazobs aTletur fexsacmels aTobiT da meti sxvadasxva sportisaTvis,
dawyebuli sirbiliT, farikaobiT, golfiT, aerobikiT, damTavrebuli
beisboliTa da velosportiT. Marriott bazris mraval segmentze gadis
(biznesmogzauroba, ojaxebi da a.S.) mravalferovan moTxovnilebebze morgebu-
li sxvadasxva sastumros formatiTa da mosaxurebis paketebiT. American Express
flobs ara marto tradiciul mwvane sakredito baraTebs, aramed oqros,
platinisa da korporaciul baraTebs. agreTve, `centurianis” saxeliT cnobil
Sav baraTebsac, romlebic `superpremialuri momxmareblebisTvis” aris
gansazRvruli.
Estee Lauder frTxilad SerCeul sxvadasxva segments aTobiT sxvadasxva
produqts sTavazobs:
SeerTebul StatebSi yvelaze kargad gayidvadi oTxi sunamo, 10-
dan 7 kosmetikuri movlis produqti da 10-dan 8 kanis movlis pro-
duqti Estee Lauder-s ekuTvnis. Estee Lauder aris eqsperti diferencire-
buli brendebis Seqmnis sakiTxSi, romlebic gansxvavebuli sabazro
segmentebis gemovnebas emsaxureba. ufrosi asakis qalebs kompania
sTavazobs brend Junior League-s, Suaxnis asakis dedebs _ Clinique-s,
axalgazrdebs _ M.A.C.-sa da axali Taobis mimdevrebs _ umaRlesi
xarisxis Avenda-s aromaTerapiuli seriiT. masTan erTad warmodge-
nilia bunebriv ingredientebze Seqmnili brendi Origins, romelic, kom-
paniis varaudiT, momavalSi 1 miliardis Semosavals moitans. agreTve,
kompania gvTavazobs dabalSemosavlian pirebze gaTvlil brendsac –
Jane.22
sxvadasxva segmentisaTvis gansxvavebuli produqtisa da marketinguli
SeTavazebis miwodebiT kompania gayidvebis zrdasa da bazris TiToeul
segmentSi Zlieri poziciis dakavebas imedovnebs. ramdenime segmentze Zlieri
pozicia ufro didi moculobis gayidvebs uzrunvelyofs, vidre es aradifer-
encirebuli marketingis SemTxvevaSia SesaZlebeli. P&G sarecxi saSualebebis
Svidi brendiT ufro did sabazro wils flobs, vidre mas mxolod erTi
brendiT eqneboda. aseve, Estee Lauder Tavisi brendebis kombinaciiT ufro did
sabazro wils ixveWs, vidre misi nebismieri calkeuli brendi.
amave dros, diferencirebuli marketingi biznesis warmoebis xarjebs
zrdis. xSirad, 10 sxvadasxva produqtis 10 saxeobis ganviTareba da warmoeba
ufro met xarjTan aris dakavSirebuli, vidre 1 produqtis 100 saxeobisa.
TiToeuli segmentisTvis marketinguli gegmis ganviTareba moiTxovs damatebiT
marketingul kvlevas, gayidvebis analizs, gayidvebis stimulirebis dagegmvasa
da ganawilebis arxis marTvas. bazris sxvadasxva segmentze gansxvavebuli
sareklamo kampaniis warmarTva zrdis gayidvebis stimulirebis xarjebs. amri-
gad, diferencirebuli marketinguli strategiis arCevamde frTxilad unda
Sefasdes Semosavlebisa da xarjebis balansi.
kkoonncceennttrriirreebbuullii mmaarrkkeettiinnggii (igive nniiSSiiss mmaarrkkeettiinnggii) – bazris dafarvis es
strategia gansakuTrebiT im SemTxvevaSi gamoiyeneba, rodesac kompaniis
resursebi SezRudulia. marketologebi am strategias iyeneben maSin, rodesac
kompania dainteresebulia did bazarze mcire wilis nacvlad erT an ramdenime
segmentze (niSaze) didi wilis flobiT. aseTi kompaniebi arian: aeroportis
avariuli manqanebisa da betonis asarevi manqanebis msoflioSi umsxvilesi
mwarmoebeli Oshkosh Truck; Tetra, romelic msoflios tropikuli Tevzeulis 80
procents yidis; Steiner Optical msoflios samxedro binokularebis mwarmoebeli,
romelic bazris 80 procents flobs da a.S..
ddiiffeerreenncciirreebbuullii
((sseeggmmeennttuurrii)) mmaarrkkeettiinn--
ggii (Differentiated
(segmented) marketing)
bazris mocvis stra-
tegia, rodesac firma
gadawyvetilebas
iRebs, gamoyos ramde-
nime samizne bazari
da TiToeuls individ-
ualurad moemsaxuros.
kkoonncceennttrriirreebbuullii ((aann
nniiSSiiss)(Concentrated
(niche) marketing)
bazris dafarvis ise-
Ti strategia, rode-
sac organizaciis mi-
zania erT an
ramdenime segmentSi
rac SeiZleba didi
wili moipovos.

221. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 239
zustad SerCeul myidvelTan swori urTierTobis ageba
segmenti sakmaod msxvilia da,
rogorc wesi, ramdenime konkurentis
yuradRebas iqcevs, niSa ki SedarebiT
pataraa da SesaZloa mxolod erTi an
ori kompania daainteresos. koncen-
trirebuli marketingis gamoyenebiT
kompania niSaSi moqceul momxmare-
blebis moTxovnilebebis srulyofili
codnisa da dadebiTi reputaciis
wyalobiT bazarze Zlier pozicias ika-
vebs. gansazRvruli segmentis moTxovni-
lebebze produqtis, fasebisa da pro-
gramebis zusti morgebiT kompania ufro
efeqturad da efeqtianad muSaobs.
mcire kompaniebs, TavianTi SezRu-
duli resursebiT, Sansi eZlevaT, konku-
rencia gauwion did firmebs im niSebis
momsaxurebiT, romlebic msxvili kompa-
niebisaTvis an umniSvneloa, an saerTod
SeumCneveli. ganvixiloT Apple Computer-
is magaliTi. miuxedavad imisa, rom erT
dros igi sabazro wilis 13 procentze
mets flobda, axla niSis strategiis
mimdevari Apple bazris mxolod 3.5 pro-
cents flobs. imis nacvlad, rom per-
sonaluri kompiuterebis sxva mwarmoeb-
lebisaTvis pirdapiri konkurencia
gaewia, rac fasebis Semcirebasa da warmoebis moculobis gazrdas gulisx-
mobda, Apple-ma investicia kvlevasa da ganviTarebaSi Cado da amiT kompi-
uteruli mrewvelobis novatori gaxda. aseTma inovaciam Seqmna baza erTgul
momxmarebelTa, romlebic mzad arian, Apple-is xarisxiani produqcia ufro
maRal fasebSi SeiZinon.23
bevri kompania Tavis saqmianobas niSis momsaxurebiT iwyebs, raTa ufro
msxvili da meti resursebis mqone konkurentebis winaaRmdeg brZolaSi
safuZveli gaimyaros. mxolod amis Semdeg yalibdebian isini ufro msxvil
kompaniebad. magaliTad, Southwest Airline-ma Tavisi saqmianoba daiwyo texasis
Statis SigniT yvelaze iaffasiani aviafrenebiT, romlis drosac sakvebsa da
damatebiT momsaxurebas ar sTavazobda. magram dRes igi qveynis rva udides
aviaxazs Soris dgas. Wal-Mart-ma, dReisaTvis msoflios udidesma kompaniam,
Tavisi saqmianoba soflebsa da patara qalaqebSi yoveldRiuri, dabalfasiani
produqtis gayidviT daiwyo. amis sapirispirod, zogierTi megakompania niSis
bazarze Sedis. ase magaliTad, Pepsi-m waradgina niSis bazrebisaTvis ramdenime
produqti Sierra Mist, Pepsi Blue da Mountain Dew Code Red. Yyvela es brendi erTad
Pepsi-s gamagrilebeli sasmelis gayidvebis 5 procents Seadgens. es SesaZloa
arc Tu bevria, magram aseTia gegma. `masobrivi brendis era didi xania das-
rulda”, _ acxadebs Pepsi-Cola-s CrdiloeT amerikis mmarTveli marketingis
sakiTxebSi.24
erTi SexedviT, dRes dabalxarjiani internet-maRaziiT patara niSis mom-
saxureba ufro xelsayrelia. rogorc wesi, mcire biznesi nayofier saqmianobas
internetis saSualebiT uzrunvelyofs, magaliTad, Webpreneur, romelmac gasao-
car Sedegebs miaRwia.
maSin rodesac internet-goliaTi Amazon.com jer kidev mogebis
miRebas cdilobs, stiv varingtonis Semosavalma siraqlemebisa da mis-
gan warmoebeli yvela produqtis internet-gayidvam eqvscifrian
maCvenebels miaRwia (www.ostrichesonline.com). man es internet biznesi
1996 wels wamoiwyo, dRes ki Ostrichesonline.com amayobs, rom igi Tavis
sainformacio biuletens 33,000 xelmomwers, xolo 17,500 siraqlemis
produqts 18,000-ze met kmayofil klients 125-ze met qveyanaSi ugzav-
nis. saitze ganTavsebulia informacia, romelic SesaZloa
damTvalierebels siraqlemebis Sesaxeb sWirdebodes. saitis stumrebs
SeuZliaT iyidon siraqlemis xorci, barklebi, tyavis qurTukebi, video-
masala, kvercxis naWuWebi da siraqlemis cximisgan damzadebuli kanis
movlis saSualebebi.25
■ niSis marketingi: imis nacvlad, rom personaluri kompiuterebis sxva
mwarmoeblebisTvis pirdapiri konkurencia gaewia, kompania Apple-ma investi-
cia kvlevasa da ganviTarebaSi Cado, riTac Seqmna momxmarebelTa baza, ro-
melic mzad aris ufro maRal fasebSi SeiZinos Apple-is xarisxiani
produqcia.

222. 240 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
koncentrirebuli marketingi sakmaod didi mogebis momtani SeiZleba iyos.
amavdroulad, igi sariskoc aris. kompaniebi, romelTa mTliani biznesi erT an
ramdenime segmentzea damokidebuli, am segmentze warumateblobis SemTxvevaSi,
sakmaod didi safrTxis winaSe dadgebian. an SesaZloa ufro msxvilma kom-
paniebma imave segmentze Sesvlis gadawyvetileba miiRon. California Cooler-is
adreulma warmatebam Rvinis gamacieblis biznesSi bevri msxvili konkurenti
miizida, ramac Tavdapirveli mflobeli aiZula, Tavisi biznesi gaeyida. am
mizezis gamo bevri kompania cdilobs, diversificireba bazris ramdenime seg-
mentze moaxdinos.
mmiikkrroommaarrkkeettiinnggii.. diferencirebuli da koncentrirebuli strategiebis Tanax-
mad marketologebi TavianT SeTavazebebsa da marketingul programebs sxvada-
sxva sabazro segmentsa da niSas sTavazoben. Tumca isini ar mimarTaven am
SeTavazebebs individualur momxmarebels. mmiikkrroommaarrkkeettiinnggiiss dros xdeba pro-
duqtebisa da marketinguli programebis individualur gemovnebaze morgeba.
imis nacvlad, rom TiToeul individSi momxmarebeli dainaxon, mikromarke-
tologebi TiToeul momxmarebelSi individualur pirs xedaven. mikromar-
ketingi moicavs adgilobriv marketingsa da individualur marketings.
aaddggiilloobbrriivvii mmaarrkkeettiinnggii gulisxmobs brendebisa da gayidvebis stimulirebis
morgebas adgilobriv momxmarebelTa jgufebis (qalaqebi, samezobloebi, ubnebi)
saWiroebebsa da survilebze. iseTi sacalo movaWreebi, rogorebic arian
Wal_Mart da Sears, TiToeuli maRaziis saqonlisa da stimulirebis morgebas
regularulad axdenen TavianTi klientebis survilebze. samezoblo demog-
rafiis gaTvaliswinebiT, Citibank Tavis filialebSi sabanko momsaxurebis
sxvadasxva kompleqss sTavazobs. Kraft
supermarketis qselebs exmareba, Sear-
Cion yvelis asortimenti da misi gan-
lageba Taroebze dabalSemosavlian,
maRalSemosavlian an saSualo Semosav-
lis mqone ubnebSi da sxvadasxva eTni-
kur TemebSi.
adgilobriv marketings aqvs Tavisi
uaryofiTi mxareebic. man masStabiT
gamowveuli ekonomiis Semcirebis gamo
SesaZloa samrewvelo da marketinguli
xarjebis zrda gamoiwvios. kompaniis
mcdelobam, moergos sxvadasxva region-
aluri da adgilobrivi bazrebis gansx-
vavebul moTxovnilebebs, SesaZloa lo-
jistikis problemac wamoWras. ufro
metic, Tu produqti da misi sareklamo
ganacxadi sxvadasxva qalaqSi Zalian
gansxvavebulia, SeiZleba brendis
mTlian imijze uaryofiTad imoqmedos.
da mainc, axali teqnologiebis
ganviTarebisa da ufro danawevrebuli
bazrebis pirobebSi, adgilobrivi marketingi ufro gamarTlebulia. demogra-
fiul da cxovrebis stilis faqtorebSi arsebuli gansxvavebebis fonze adg-
ilobrivi marketingi ufro efeqturi marketinguli saSualebaa. is aseve Sesa-
ferisia sacalo movaWreebisaTvis, romlebic TavianT klientebs zustad
morgebuli produqciis asortiments sTavazoben.
iinnddiivviidduuaalluurrii mmaarrkkeettiinnggii – formas, romelsac mikromarketingi ukidures
SemTxvevaSi iRebs, aris produqtis asortimentisa da marketinguli programe-
bis calkeuli momxmareblis saWiroebebsa da moTxovnebze misadageba. individ-
ualur marketings aseve uwodeben: marketingi erTi momxmareblis bazrisaTvis,
erT momxmarebelze misadagebuli marketingi da erTi-erTze marketingi.
masobrivi marketingis farTomasStabianma gamoyenebam eWvqveS daayena is
faqti, rom saukuneebis ganmavlobaSi momxmarebels individualurad emsaxure-
bodnen: mkeravi keravda kostiumebs, quCis mewaRe qmnida fexsacmlis induvidu-
mmiikkrroommaarrkkeettiinnggii
(Micromarketing)
individebisa da adg-
ilobrivi jgufebis
moTxovnilebebis
gaTvaliswinebiT
produqtebisa da
marketinguli pro-
gramebis SeTavazeba.
moicavs lokalur
da individualur
marketings.
aaddggiilloobbrriivvii mmaarrkkee--
ttiinnggii (Local marketing)
brendebisa da gayid-
vebis stimulirebis
morgeba adgilobriv
momxmarebelTa jgu-
febis (qalaqebi, same-
zobloebi, ubnebi) sa-
Wiroebebsa da
survilebze.
■ adgilobrivi marketingi: zogierTi marketologi Tavis SeTavazebas
momxmareblis saWiroebebsa da survilebs argebs. kompania Eddie Bauer-is
vitrinebis videoekranebi TiToeul maRazias saSualebas aZlevs, awarmoos
morgebuli sareklamo kampania.
iinnddiivviidduuaalluurrii
mmaarrkkeettiinnggii (Individual
marketing)
produqtis asorti-
mentisa da marketin-
guli programebis
misadageba calkeu-
li momxmareblis
prioritetebsa da
survilebTan. indivi-
dualur marketings
aseve uwodeben: mar-
ketingi erTi momxma-
reblis bazrisaTvis,
erT momxmarebelze
misadagebuli marke-
tingi da erTi-erTze
marketingi.

223. alur modelebs, durgali-meaveje avejs SekveTiT amzadebda. Tumca dRes, axali
teqnologiebis wyalobiT, bevr kompanias saSualeba mieca individualur mar-
ketings daubrundes. ufro Zlieri kompiuterebi, monacemTa detaluri bazebi,
moqnili mrewveloba da inteleqtualuri komunikacia, rogorebic aris
elfosta, faqsi da interneti _ `masobriv morgebas” uwyobs xels. masobrivi
morgeba aris procesi, romlis saSualebiT firmebi momxmarebelTa masebTan
erTi-erTze urTierTqmedeben, raTa individualuri moTxovnilebebis Sesabamisi
produqcia da momsaxureba uzrunvelyon (ix. marketingi muSaobis procesSi 6.2).
Dell Computer individualur momxmarebels masze morgebuli kompiuteruli
aRWurvilobiTa da programebiT amaragebs. hokeis joxebis damamzadebe-
liBBranches Hokey momxmarebels or aTeulze meti saxis hokeis joxs Soris
arCevanis gakeTebis saSualebas aZlevs. isini gansxvavdebian sigrZisa da joxis
Tavis formiT. Ritz-Carlton-is sastumroebi individualur momxmarebelze morge-
bul momsaxurebas qmnian.
msoflios nebismier wertilSi Ritz-Carlton-is sastumroSi rom
SeixedoT, gaognebuli darCebiT, imdenad kargad iTvaliswineben misi
TanamSromlebi Tqvens yvela umniSvnelo survilsac ki. maT TiTqos
winaswar ician, rom Tqven aramwevelTa oTaxi, samefo zomis (oradg-
iliani) sawoli, araalergiuli baliSi da oTaxSi morTmeuli
sauzmisas ukofeino yava gsurT. rogor axerxebs amas Ritz-Carlton? sas-
tumros danergili aqvs sistema, romelic informaciul teqnologiasa
da moqnil operaciebs iyenebs, raTa Tavisi momsaxureba TiToeul stu-
mars moargos. am sistemis guls warmoadgens momxmarebelTa
uzarmazari monacemTa baza, romelic sastumros TanamSromelTa
dakvirvebis Sedegad Segrovebul informacias Seicavs. yoveldRe sas-
tumros TiToeuli TanamSromeli yoveli stumris rCevebs, simpaTiebsa
da antipaTiebs yuradRebiT iwers `stumarTa survilebis patara
rveulSi.” es dakvirvebebi mogvianebiT korporaciul `stumrebis
monacemTa bazas” gadaecema. yovel diliT sastumroSi axali stumris
misvlamde e.w. `stumris istorikosi” naxulobs im monacemebs, rom-
lebic am stumarze arsebobs da amzadebs sias im damatebiTi momsax-
urebebis, romlebic mas esiamovneba. aseTi midgoma momxmarebelSi
dadebiT gamoxmaurebas poulobs. aseTi sistemis danergvis Semdeg
Ritz-Cartlon-ma stumrebis SenarCunebis maCvenebeli 23 procentamde
gazarda. momxmarebelTa 95 procenti acxadebda, rom maT, marTlac, dau-
viwyari dro gaatares sastumroSi.
samedicino danadgarebis mimwodebeli kompania Becton-Dickinson saavadmy-
ofoebs maT moTxovnebze Tavisi SeTavazebis srul morgebas sTavazobs, rac
gamoixateba individualuri produqtebis maxasiaTeblebSi, kompiuterul pro-
gramul uzrunvelyofaSi, morgebul billingSi da a.S. John Deere, saTesi masal-
isa da aRWurvilobis mwarmoebeli, individualuri momxmareblis moTxovnebis
mixedviT 2 milionze meti saxeobis produqts uSvebs.26
individualuri marketingisken svla asaxavs TviTmarketingis tendencias.
individualuri myidvelebi sul ufro meti pasuxismgeblobiT ekidebian
gadawyvetilebas, Tu romeli produqti an brendi SeiZinon. ganixileT ori
sxvadasxva Sesyidvis stilis mqone biznesmyidveli: pirveli xvdeba ramdenime
realizators, romelTagan TiToeuli Tavisi produqtis upiratesobaSi arw-
munebs. meore ki internetis meSveobiT xemlZRvanelobs, eZebs xelmisawvdomi
produqtis Sesaxeb informacias, eleqtronuli urTierToba aqvs sxvadasxva
mimwodebelTan, momxmarebelTan an produqtis eqspertTan. amis Semdeg ki
saukeTeso SeTavazebis Sesyidvis Sesaxeb gadawyvetilebas damoukideblad
iRebs. am magaliTidan aSkarad Cans, rom meore situaciaSi Sesyidvis procesis
dros biznesmyidveli Tavis Tavze did pasuxismgeblobas iRebs, xolo real-
izators umniSvnelo zegavlenis moxdena SeuZlia.
myidvelsa da kompanias Soris interaqtiuri dialogis tendeciis
zrdasTan erTad, TviTmarketingis mniSvnelobac izrdeba. rac ufro meti myid-
veli naxavs internetSi sxva momxmareblis angariSs Sesasyidi produqtis
Sesaxeb, SeuerTdeba veb-forums an telefonis Tu internetis saSualebiT
ganaTavsebs SekveTas, miT ufro meti axali gzis moZieba mouwevT marketolo-
TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 241
zustad SerCeul myidvelTan swori urTierTobis ageba

224. 242 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
warmoidgineT, rom SexvediT jixur-
Si, sadac Tqveni sxeuli TeTri
sinaTlis WavlSi xvdeba da, sul
raRac, ramdenime wamSi Tqveni
sxeulis zusti, samganzomilebiani
forma iqmneba. mogvianebiT, am monace-
mebis cifruli formatis atvirTva
xdeba Tqvens sakredito baraTze,
romliTac tansacmels yidulobT.
ara, es ar aris scena kinofilm
`varskvlavuri omebidan”; es aris
Tvalis winaswari gadavleba, Tu
rogor SeiZenT tansacmels arc Tu
ise Soreul momavalSi. tansacmlis
mwarmoebeli 100-mde kompania, maT
Soris Levi-Strauss, gaerTianda konsor-
ciumSi, im imediT, rom sxeulis
skanirebis teqnologiis gamoyenebiT
masobrivi morgebis danergvas
SeZleben.
bevri kompania arsebul teqnolo-
giebs iyenebs, raTa Tavisi SeTavazeba
individualur myidvels moargos.
Dell individualuri survilebis
gaTvaliswinebiT awyobs kompi-
uterebs, Reflect.com qmnis silamazis
SesanarCunebel gansakuTrebul pro-
duqtebs, Ford myidvels saSualebas
aZlevs, `aawyos avtomobili” maTi
survilebis gaTvaliswinebiT. yvela
saxis produqtiT movaWre kompaniebi
– iqneba es kamfetebi, tansacmeli,
hokeis aRWurviloba Tu saxanZro
manqanebi – TavianTi SeTavazebebis
morgebas individualuri momxmareb-
lis moTxovnilebebze axdenen.
qveviT ganxilulia magaliTebi,
saidanac TvalnaTliv Cans, rogor
iyeneben mowinave kompaniebi masobriv
morgebas:
Levi-Strauss. 1994 wels Levi-m Tavis
maRaziebSi e.w. `personaluri
wyvilis programis” (Personal Pair
Program) farglebSi daiwyo qalebis-
Tvis `Sekerilia morgebisTvis” jin-
sebis kerva. Levi-m am koncefcias
Original Spin (originaluri brunva)
uwoda. Original Spin-is saSualebiT,
myidveli sakuTari jinsis modelis
naxazs TviTon qmnis an arsebuls
Tavisi survilisamebr ucvlis saxes.
myidvelebi – qalebic da kacebic –
Sedian kabinaSi, sadac sxeulis sam-
ganzomilebiani skaneri personalur
gazomvas axdens saklubo ganaTebisa
da Tanamedrove musikis fonze.
Semdgom, Original Spin-is terminalis
gamoyenebiT, myidvels SeuZlia
amoirCios gayidvaSi arsebuli
asobiT stilis sxvadasxvagvari
jinsi. maSin rodesac Levi-s maRa-
ziaSi welis garkveuli garSemoweri-
lobisa da ubis zomis mqone 130 mza
jinsi awyvia, Original Spin-Tan erTad
es ricxvi 750-mde izrdeba.
Mattel. gogonebs SeuZliaT regis-
tracia gaiaron barbis veb-gverdze
(www.barbie.com) da sakuTari `barbis
megobari” Tojina Seqmnan. isini
arCeven Tojinis kanis fers, Tvalis
fers, Tmis varcxnilobasa da fers,
tansacmels, aqsesuarebs, pirovnu-
lobasa da saxels. gogonebs iseTi
kiTxvarebis Sevsebis saSualebac ki
aqvT, sadac detalurad isaubreben
TavianTi Tojinis simpaTiasa da
antipaTiaze. rodesac fostiT
SekveTili barbis megobari modis,
gogonebi SefuTvaze Tojinis saxels
naxuloben, rasac misi pirovnebis
Sesaxeb mcireodeni informacia mos-
devs.
Mars M&Ms. gnebavT Tqveni
eerrTTii mmoommxxmmaarreebblliiss bbaazzaarrii:: uurrTTiieerrTToobbaa mmyyiiddvveelleebbTTaann,,
rrooggoorrcc ppiirroovvnneebbeebbTTaann
6.2
masobrivi morgeba: M&Ms Colorworks-is saSualebiT myidveli sakuTari fantaziiT ukveTavs gemriel patara kamfetebs
21 feris nebismieri kombinaciiT.
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

225. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 243
zustad SerCeul myidvelTan swori urTierTobis ageba
wveuleba an dResaswauli tkbilad
mogagondeT? naxeT M&Ms Colorworks-is
veb-gverdi, sadac Tqven SesaZleb-
loba gaqvT, sakuTari fantaziiT
SeukveToT gemrieli patara kam-
fetebi ferebis nebismieri kombina-
ciiT. 4 ivlisis dResaswaulisaTvis
Sokoladis moyvarulebs
daumzadeben M&Ms-is patriotul
nazavs _ wiTeli, TeTri da lurji
ferebiT. an momavali piknikisaTvis
Seasruleben specialur SekveTas,
romelic gadawyvetili iqneba
Tqveni skolis ferebSi. ar iciT, ra
ferebi SearCioT? es sulac ar aris
problema. veb-gverdze ipoviT
rCevebs nebismieri SemTxvevisaTvis.
Colorworks saSualebas gaZlevT, 21-
feriani palitridan amoirCioT
nebismieri da SeukveToT 8-unciiani
an 5-funtiani kamfetebis paketi. es
cota ar iyos Zviria – Cveulebriv
M&Ms-Tan SedarebiT daaxloebiT 3-
jer metia. magram biznesi swrafad
izrdeba, gayidvebi yovelwliurad
ormagdeba. kidev ra moimoqmeda kom-
paniam? Tavis kamfetebze cnobil
“m”-Tan erTad, kompaniam person-
alur gzavnilebSic scada bedi. ras
ityodiT Tqvens M&Ms-ze helovinis
dResaswaulze _ “boo” an saSobaod _
“HO HO HO” rom eweros? gindaT,
Tqveni saxeli mwvane M&Ms-is
grovaze ixiloT? _ kiTxulobs
erT-erTi analitikosi, _ es
SesaZlebelia”.
mxolod samomxmareblo saqonlis
marketologebi ar iyeneben erTi-
erTze marketings. `biznesi bizne-
sisaTvis” marketologebi momxmareb-
lis uzrunvelyofas maTze
morgebuli saqonliT axdenen da
xSirad es bevrad ufro iafad da
swrafad xdeba. masobrivi morgeba
gansakuTrebiT patara kompaniebisaT-
vis ufro msxvili konkurentebis wi-
naaRmdeg Tavis gamoCenis saSualebaa.
Oshkosh Truck. Oshkosh Truck aris
saxanZro, nagvis, cementisa da samxe-
dro satvirTo manqanebis mwarmoe-
beli kompania. Oshkosh Truck patara
kompaniaa – meaTedi iseTi didi kom-
paniebisa, rogorebic arian Paccar da
Navistar International. aRsaniSnavia, rom
satvirTo manqanebis industria gaje-
rebulia, Tumca gasuli xuTi wlis
ganmavlobaSi Oshkosh-is gayidvebi
gaormagda, xolo mogeba eqvsjer
gaizarda. raSia Oshkosh-is warmate-
bis saidumlo? masobriv morgebaSi –
mis unarSi, moaxdinos produqciisa
da momsaxurebis personalizeba da
individualur myidvels misi saWi-
roebebis mixedviT moemsaxuris.
magaliTad, rodesac mexanZreebi
Oshkosh-Si manqanas ukveTaven, isini
qarxanaSi midian manqanis sanaxavad
da sasurvel maxasiaTeblebs irCeven.
mexanZreebi 19,000 saxeobis arCevnis
winaSe dganan. standartuli, zole-
biani saxanZro manqana 130,000
dolari Rirs, magram Oshkosh-is
momxmarebelTa 75 procenti uamrav
damatebiT aRWurvilobas ukveTavs,
romlis mTliani Rirebuleba SesaZ-
loa 800,000 dolari aRmoCndes, maT
Soris: kibeebs, specialur karebs,
nakveTurebisa da qafis xanZarsawi-
naaRmdego sistemas rTulad Casaq-
robi cecxlisaTvis da a.S. zogierTs
miaqvs saRebavis sinjebi, raTa
TavianTi saavtomobilo parkisaTvis
saTanado feris morgeba SeZlon.
sxvebi ki kmayofildebian avtosaSua-
lebebiTa da wylis rezervuarebiT.
`zogierTi ufrosi aq meuRlesTan
erTadac ki modis. Cven mivesa-
lemebiT amas, _ acxadebs Oshkosh-is
cecxlTan brZolis ganayofis prezi-
denti, _ saxanZro manqanis SeZena
Zalian individualuria.” aseTi mor-
gebisa da individualizmis wya-
lobiT, SedarebiT patara Oshkosh-ma,
msxvil metoqeebTan SedarebiT, war-
matebas miaRwia.
erTi-erTze marketingis zrda
ganpirobebulia ori tendenciiT.
pirveli _ dRevandeli momxmarebeli
Zalian bevris molodinSia, isini
elian produqtebsa da momsaxurebas,
romlebic maT individualur moT-
xovnilebebze aris morgebuli. da
mainc, rom ara meore tendencia, am
individualuri moTxovnebis dakmay-
ofileba Zalian did xarjebTan iqne-
boda dakavSirebuli an aSkarad
SueZlebeli iqneboda. meore tenden-
cia aris teqnologiis swrafi win-
svla. dRes arsebuli monacemTa ba-
zebis saSualebiT, kompaniebs
SeuZliaT momxmareblis Sesaxeb tri-
lionobiT baiti informacia Seina-
xon. dRes fabrikebis kompiuteru-
lad kontrolirebad aRWurvilobasa
da industriul robotebs SueZliaT
amwyobi konveieris swrafi gardaqmna.
Strix-kodebis skanerebi nawilebisa
da produqtis gakontrolebis saSua-
lebas iZleva. yvelaze mniSvnelovani
ki internetia, romelic yovelive
amas erTmaneTTan akavSirebs da misi
meSveobiT kompanias myidvelTan
urTierTobis damyarebas (maTi pri-
oritetebis Seswavlasa da dakmay-
ofilebas) uadvildebs. marTlac,
aRmoCnda, rom interneti aris mar-
ketingis alternatiuli saSualeba
erTi-erTze urTierTobis sivrcis
SeqmnaSi.
masobrivi warmoebisgan gansxva-
vebiT, romelic adamianur urTier-
Tobas zRudavs, masobrivi morgeba
udides mniSvnelobas momxmarebel-
Tan urTierTobas aniWebs. magali-
Tad, rodesac Levi SekveTiT damzade-
bul jinsebs yidis, kompania jinsebis
morgebis sakiTxSi myidvelis `mrCe-
veli” xdeba. Mattel ki `Cemi dizainis”
TojinisaTvis qmnis monacemTa bazas
TiToeuli myidvelis Sesaxeb. amg-
varad, mas TiToeul myidvelTan
grZelvadiani pirispir urTierTobis
wamowyeba SeuZlia.
maSin rodesac masobrivi war-
moeba gasuli saukunis marketingis
safuZvels warmoadgenda, masobrivi
morgeba ocdameerTe saukunis mar-
ketingis safuZveli xdeba. msoflio
erT srul wred ikvreba – warsuli
kargi dReebiT dawyebuli, rodesac
yvela myidvels individualurad ud-
gebodnen, masobrivi marketingiT gag-
rZelebuli, rodesac aravin icoda
Tqveni saxeli, dabolos, isev indi-
vidualuri marketingisken mobruneba.
wwyyaarroo::: ixileT James H. Gilmore and B.
Joseph Pine, Markets of One: Creating
Customer-Unique Value Through Mass
Customization (Boston: Harvard Business
School Press, 2001); Don Peppers and Martha
Rogers, One to One B2B: Customer
Development Strategies for the Business-to-
Business World (New York, NY: Doubleday,
2001); Faith Keenan, “A Mass Market of One”,
Business Week, December 2, 2002, pp. 68-72;
“Oshkosh Truck Corporstion,” Hoover’s
Company Profiles, Austin, May 15, 2003; da
informacia xelmisawvdomia veb-
gverdebze www.us.levi.com, www.color-
works.com, www.Barbie.com/Activities/
Fashion_Fun/MyDesign/look.asp da
www.oshkoshtruck.com, October, 2003.

226. 244 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
gebs, raTa yidvis procesze gavlena moaxdinon. dRes bevri kompania myidvelze
morgebis praqtikas iyenebs.27 morgebuli marketingis meSveobiT, isini myid-
velebs maTi survilebis mixedviT produqtisa Tu momsaxurebis Seqmnis
saSualebas aZleven. Sesabamisad, myidveli produqtis ganviTarebisa da yidvis
procesis yvela fazaSi ufro metad aris CarTuli.
mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevviiss ssttrraatteeggiiiiss aarrCCeevvaa.. miznobrivi bazris SerCevis
strategiis arCevisas kompaniebs bevri faqtoris gaTvaliswineba sWirdebaT.
kompaniis resursebi ganapirobebs saukeTeso strategiis gansazRvras.
SezRuduli resursebis mqone firmebisaTvis yvelaze gamarTlebuli koncen-
trirebuli marketingia. garda resursebisa, mniSvnelovan faqtors warmoadgens
produqtis mravalferovneba. aradiferencirebuli marketingi ufro Seefereba
erTi tipis, standartul produqtebs, rogorebic aris greifruti an foladi.
sxvadasxva dizainis mqone produqtebi, magaliTad, kamerebi da avtomobilebi,
ufro diferencirebuli an koncentrirebuli marketingisaTvis aris Sesaferisi.
gasaTvaliswinebelia produqtis sasicocxlo ciklis etapic. rodesac
firma axali produqtis wardgenas axdens, SesaZloa ufro praqtikuli iyos
erTi saxis produqtis gamoSveba da, Sesabamisad, aradiferencirebuli an kon-
centrirebuli marketingis strategiis gamoyeneba. diferencirebuli mar-
ketingis upiratesoba produqtis sasicocxlo ciklis momwifebis etapze
ufro gamarTlebulia. bazris mravalferovneba warmoadgens kidev erT faq-
tors. Tu myidvelTa umetesobas erTnairi gemovneba aqvs, yidulobs erTi da
imave raodenobis produqtsa da marketingul Zalisxmevaze erTnairad rea-
girebs, aseT SemTxvevaSi aradiferencirebuli marketingis gamoyenebaa xel-
sayreli. mniSvnelovania konkurentebis marketinguli strategiac. rodesac
konkurenti diferencirebul an koncentrirebul marketings iyenebs, aradifer-
encirebuli marketingis gamoyeneba damRupvel Sedegs moitans. da piriqiT,
rodesac konkurentebi aradiferencirebul marketings iyeneben, diferencire-
buli an koncentrirebuli marketingis gamoyenebiT firmam SesaZloa sarge-
belic ki naxos.
ssoocciiaalluurrii ppaassuuxxiissmmggeebblloobbaa ddaa mmiizznnoobbrriivvii mmaarrkkeettiinnggii
gonivrulad warmarTuli miznobrivi marketingi kompaniebs exmareba saqmi-
anobis ufro efeqturad da efeqtianad warmarTvaSi, vinaidan kompania emsax-
ureba im segmentebs, romelTa survilebis dakmayofileba saukeTesod SeuZlia.
miznobriv marketings momxmareblisTvisac sargebeli moaqvs – maTi
moTxovnilebebisa da survilebis ufro srulyofili dakmayofileba. Tumca,
zogjer sakamaTo sakiTxebic iCens Tavs. amis mizezi, ZiriTadad, aris daucvel
segmentebze gasvla potenciurad mavne produqtiT.
magaliTad, wlebis ganmavlobaSi mZafri kritikis obieqti iyvnen burRu-
leulis mwarmoeblebi bavSvebisken mimarTuli marketinguli Zalisxmevis gamo.
kritikosebi SiSobdnen,rom wamaxalisebeli SeTavazebebi da Zlieri sareklamo
mowodebebi, romlebic sayvareli animaciuri gmirebis saxiT iyo warmodgenili,
bavSvebs gadatvirTavdnen da Tavgzas aubnevdnen. aseTive kritikis qarcecxlSi
moyvnen saTamaSoebisa da sxva sabavSvo produqtebis marketologebic. xSirad
amas kargi dasabuTebac axlda.
aseTive problema iCens Tavs maSinac, rodesac nebiT Tu uneblieT mozar-
debis produqtebis marketinguli RonisZiebebi sabavSvo segmentzec gadadis.
magaliTad, savaWro federalurma komisiam da moqalaqeTa jgufebma Tambaqos
mwarmoebeli kompaniebi daadanaSaules arasrulwlovani axalgazrdebis
miznobriv bazrad arCevaSi. savaWro federaluri komisiis kvlevis Sedegad
dadginda, rom R reitingis (18 wlis zeviT gankuTvnili filmebi) mqone filme-
bis 80 procenti da maRalreitinguli videoTamaSebis 70 procenti 17 wlamde
asakis bavSvebze iyo gamiznuli.28 zogierTma kritikosma bavSvebze gaTvlili
reklamirebis sruli akrZalvac ki moiTxova.
bolo wlebSi azrTa sxvadasxvaoba gamoiwvia marketologebis mcdelobam
sigaretis, ludisa da swrafi kvebis reklamebis koncentrireba qalaqis
RaribTa kvartalebis umciresobaze moexdinaT. magaliTad, McDonald’s-ma da
swrafi kvebis sxva obieqtebma kritika daimsaxures TavianTi mariliani da
kaloriuli sakvebis dabalSemosavlian, RaribTa raionis mcxovreblebze

227. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 245
zustad SerCeul myidvelTan swori urTierTobis ageba
gamizvnisaTvis. gasul wels McDonald’s-s
sasamarTlo wesiT daumtkicda, rom igi
Tineijerebis gasuqebaze iyo pasuxis-
mgebeli. aseve didi sirTuleebis
gadalaxva mouxda R.J. Reynolds-s,rodesac
1990-iani wlebis dasawyisSi ganacxada
gegmis Sesaxeb, rom menToliani sigare-
tis gamizvna moexdina dabalSemo-
savlian, Savkanian mosaxleobaze. aman,
sazogadoebis xmamaRali protestisa da
Savkaniani liderebis zewolis Sede-
gad, brendis imijis swrafi vardna
gamoiwvia.
G. Heileman-is ludsaxarSma aseTive
Secdoma dauSva, rodesac aloes spir-
tiani liqioris samizne jgufad Rarib
ubnebSi mcxovrebi pirebi airCia. aRmoC-
nda, rom am jgufis warmomadgenlebSi
gavrcelebuli iyo alkoholiT gamow-
veuli RviZlis daavadebebi. RaribTa
raioni isedac alkoholis moxmarebas-
Tan dakavSirebul problemebs (rogo-
ric aris danaSauli da Zaladoba)
uCioda. amrigad, Heilman-is es gadawyvetileba safuZvliani kritikis sagnad
iqca.29
internetisa da sxva pirdapiri mediis swrafma zrdam win wamowia sakiTxi
kompaniis mier myidvelis Sewuxebis Sesaxeb. interneti ufro zusti gamizvnis
saSualebas iZleva. es, Tavis mxriv, saeWvo produqtis mwarmoeblebs xels uxs-
nis miznobriv bazars macduri gzavnilebiT ufro advilad daukavSirdnen.
rogorc erTi eqsperti amtkicebs, `Teoriulad, sazogadoebis wevrs morgebu-li
macduri gzavnilis pirdapir miReba nebismieri kompiuteris ekranze SeuZlia.”30
bavSvebis,umciresobis an sxva gansakuTrebuli segmentebis gamizvnis yvela
mcdeloba kritikas rodi imsaxurebs. faqtobrivad, SeTavazebebis umetesoba
miznobriv myidvels sargebliT uzrunvelyofs. magaliTad, Colgate bavSvebi-
saTvis gvTavazobs kbilis jagrisisa da kbilis pastis aromatisa da SefuTvis
farTo arCevans. maT Soris aris kbilis pastebi: Colgate Barbie Sparkling Bubble Fruit,
Colgate Barney Mild Bubble Fruit, Colgate Looney Tunes Tazmanian Devil Wild Mint, agreTve,
Colgate Pokemon da Disney Monsters, Inc.-is kbilis jagrisebi. aseTi produqtebis
wyalobiT, bavSvebi kbilebs meti xalisiT, ufro didxans da ufro xSirad ixex-
aven.
kompania Golden Ribbon Plaything-ma gamouSva Savkaniani saTamaSo Tojina saxe-
lad hagi bini, romelic momxmarebelTa umciresobaze iyo gamiznuli. hagis Tan
mohyveba wignebi da saTamaSoebi, romlebic myidvels mis afrikul warmo-
mavlobaze mianiSnebs. Nacara Cosmetiques-is kosmetikuri seria gamiznulia
`egzotikas mowyurebuli eTnikuri qalebisTvis”. is specialurad mimarTulia
afroamerikeli, laTinoamerikeli, indoeli da karibis zRvis auzis qveynebis
warmomavlobis qalebis muqi kanis tonebis Sesavsebad. imis miuxedavad, rom
Savkanianebi sul ufro xSirad monawileoben filmebSi, Zalian cota Teatri
arsebobs, sadac Savkanianebi TamaSoben. Sesabamisad, ICE Teatrma Cikagos
samxreT nawilSi erTi Teatri gaxsna da apirebs kidev oris gaxsnas. ICE
SavkanianTa sazogadoebebTan TanamSromlobs, sadac igi Teatralur saqmi-
anobas eweva adgilobrivi radios gamoyenebiTa da filmebis CvenebiT.
amrigad, miznobrivi marketingis dros mTavaria ara is, Tu vin aris
gamiznuli, aramed rogor da risTvis aris igi mizanSi amoRebuli. sagangaSoa,
rodesac marketologebi sargeblis miRebas miznobrivi segmentis xarjze
cdiloben – rodesac isini daucveli segmentis gamizvnas usamarTlod axdenen
an saeWvo produqtiT cdiloben. socialurad pasuxismgebeli marketingi
mouwodebs iseTi segmentaciisa da miznobrivi bazris SerCevisaken, romelic
ara mxolod kompaniis interesebs emsaxureba, aramed mizanSi moxvedrili pire-
bis interesebsac icavs.
■ miznobrivi marketingi sargebels aZlevs rogorc momxmarebels, aseve
mwarmoebels. Nacara Cosmetiques uwevs marketings kosmetikas, romelic gan-
kuTvnilia `egzotikas mowyurebuli eTnikuri qalebisaTvis".

228. 246 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
■❚ ppoozziicciioonniirreebbaa kkoonnkkuurreennttuullii uuppiirraatteessoobbiissaaTTvviiss
garda imis, rom kompaniam unda airCios miznobrivi bazari, man aseve unda
gadawyvitos, mocemul segmentSi ra poziciis dakaveba surs. momxmareblis mier
produqtis Sefaseba mniSvnelovani maxasiaTeblebis mixedviT ganapirobebs
pprroodduuqqttiiss ppoozziicciiaass. es aris pozicia, romelic mocemul produqts myidvelis
TavSi konkurenti produqtebTan mimarTebaSi uWiravs. pozicionireba gulisx-
mobs momxmareblis gonebaSi brendis unikaluri sargeblisa da ganmasxvave-
beli maxasiaTeblebis CabeWdvas.
Tide pozicionirebulia, rogorc universaluri, saojaxo sarecxi
saSualeba. Ivory Snow _ rogorc bavSvebis tansacmlis nazi sarecxi saSualeba,
romelic tansacmlis gaxunebas uSlis xels. Subway-is restornebSi SexvdebiT
warwerebs `janmrTeli sakvebi”. Olive Garden-is restornebSi
_ `rodesac aq miirTmevT, Tqven ojaxSi xarT”. saavtomo-
bilo bazarze Toyota Echo da Ford Focus pozicionirebulia,
rogorc ekonomiuri manqanebi, Mercedes da Cadillac _ rogorc
mdidruli manqanebi,BMW da Porche ki _ rogorc sportuli.
Volvo amtkicebs, rom misi manqana yvelaze usafrTxoa.
Toyota-am sawvavis damzogav Tavis hibridul model Prius-is
pozicionirebas axdens, rogorc energiis ekonomiis
maRalteqnologiur gadawyvetas. `ramdenad Sors waxvalT
planetis gadasarCenad?” _ kiTxulobs igi.
momxmarebeli gadatvirTulia produqtisa da momsax-
urebis Sesaxeb informaciiT. TiToeuli yidvis
gadawyvetilebis miRebisas SeuZlebelia produqtis mud-
mivi Sefaseba. yidvis procesis gasamartiveblad momxmare-
blebi produqtebs, momsaxurebasa da kompaniebs garkveul
kategoriebad yofen da maT gonebaSi `poziciebis” aniWeben.
produqtis pozicia aris myidvelis aRqmis, STabeW-
dilebisa da grZnobis erToblioba, romelic mas sxva
konkurent produqtebTan SedarebiT am produqtze
Camouyalibda.
momxmarebeli produqtis pozicionirebas axdens
rogorc marketologebis daxmarebiT, aseve maT gareSe.
magram marketologebs ar surT TavianTi produq-tebis
bedi ubralo SemTxvevas miandon. maT unda dagegmon is
pozicia, romelic maT produqts SerCeul miznobriv
bazarze saukeTeso upiratesobiT uzrunvelyofs da am
dagegmili poziciis Sesaqmnelad maT marketinguli kom-
pleqsi unda gamoiyenon.
ppoozziicciioonniirreebbiiss rruukkeebbii
pozicionirebis strategiebis dagegmvisas marketologebi
xSirad aRqmiTi pozicionirebis rukebs qmnian. aseTi ruka
saSualebas iZleva, garkveuli maxasiaTeblebis mixedviT,
pprroodduuqqttiiss ppoozziicciiaa
(Product position)
momxmareblis mier
produqtis Sefaseba
mniSvnelovani maxa-
siaTeblebis mixed-
viT ganapirobebs pro-
duqtis pozicias. es
aris pozicia, rome-
lic mocemul pro-
duqts uWiravs myidve-
lis TavSi konkuren-
ti produqtebTan
mimarTebaSi.
■ pozicionireba: Oliver Garden-is restorani gvamc-
nobs: `rodesac aq miirTmevT, Tqven ojaxSi xarT".
■ wina SeCerabaze, Tqven aSS-is fexsacmlis bazris segmentacia moax-
dineT. gadaxedeT suraT 6.2-s da amoirCieT ori kompania, romlebic
am bazars emsaxurebian. daaxasiaTeT segmentaciisa da miznobrivi
bazris SerCevis strategiebi. SeadareT kompania, romelic bevr seg-
mentze gadis, im kompanias, romelic erT segmentze muSaobs.
■ rogor axerxebs Tqven mier arCeuli TiToeuli kompania Tavisi
SeTavazebis an imijis diferencirebas? Tqveni azriT, gamarTle-
bulia Tu ara TiToeulis mcdeloba, miznobrivi momxmareblis gone-
baSi es diferenciacia danergos? am Tavis ukanaskneli nawili dakav-
Sirebulia pozicionirebis amdagvar sakiTxebTan.
SSeerrwwyymmaakkoonncceeffcciieebbiiss
ssiiCCqqaarriiss
SSeemmzzRRuuddaavvii

229. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 247
zustad SerCeul myidvelTan swori urTierTobis ageba
brendis mdebareobis danaxvis konkurent brendebTan mimarTebaSi. suraTi 6.3
asaxavs aSS-is msxvili, mdidruli, sportuli, oTxxidiani avtomobilebis e.w.
SUV-ebis pozicionirebis rukas.31 masze TiToeuli wre aRniSnavs brendis
aRqmiT pozicionirebas ori ganzomilebis mixedviT _ fasi da funqcionireba.
TiToeuli wris zoma mianiSnebs brendis Sesabamis sabazro wilze. amrigad,
myidvelisaTvis sabazro lideri Cadillac Escalade aris fufunebisa da funqci-
urobis maCveneblebis balansi.
Hummer H1-is sawyisi modeli pozicionirebuli iyo, rogorc Zalian
maRali maCveneblis SUV misTvis Sesaferisi fasiT. Hummer-is H1 modelis
miznobriv bazars warmoadgens Zlieri individualebis patara segmenti.
rogorc H1-s veb-gverdi gvamcnobs, `H1-is mTavari filosofia aris funq-
cionaloba. H1-is TiToeuli aspeqti Seqmnilia imisaTvis, rom man miaRwios
yvelgan, sadac msubuqi da satvirTo manqanebis misvla warmoudgenelia. is
Tavisuflebis gasaocar SegrZnebas ganiWebT da misi wyalobiT Tqven
msoflio gamocdilebas iRebT, am msoflioSi adgils poulobT.“ amis
sapirispirod, Hummer-is H2 modeli pozicionirebulia, rogorc ufro fufu-
nebaze orientirebuli SUV. H2-is miznobriv bazars ufro farTo segmenti,
qalaqsa da gareubnebSi mcxovrebi profesionalebi warmoadgenen. `iseT
samyaroSi, sadac SUV Tavisi mflobeliviT gamoiyureba, dasrulebuli, say-
vareli saxelurebiTa da rbili skamebiT.” _ vkiTxulobT H2-is veb-gverdze. H2
_ `es aris srulyofili balansi, damyarebuli interieris komfortsa, kargi
gzisa da ugzoobis pirobebSi mgzavrobis SesaZleblobebs Soris.”
ppoozziicciioonniirreebbiiss ssttrraatteeggiiiiss SSeerrCCeevvaa
zogierTi firma pozicionirebis strategias advilad irCevs. magaliTad,
garkveul segmentSi xarisxiani produqciis imijis mqone kompania Seecdeba,sxva
segmentze gasvlis drosac,igive pozicia daikavos. xSiria SemTxvevebi,rodesac
erTi da imave segmentze ramdenime kompania erTsa da imive pozicionirebis
strategias irCevs. saboloo jamSi, TiToeuls mouwevs gansxvavebuli
maxasiaTeblebze yuradRebis gamaxvileba. yovelma kompaniam segments unda
SesTavazos sargebeli, romliTac igi unikaluri iqneba.
pozicionirebis amocana sami safexurisgan Sedgeba: dadgindes SesaZlo
konkurentul upiratesobaTa CamonaTvali, alternativebidan amoirCes swori
konkurentuli upiratesoba da SeirCes saerTo pozicionirebis strategia. amis
Semdeg kompaniam efeqturad unda awarmoos urTierTobebi da Tavisi pozicia
miznobriv jgufs warudginos.
ssuurraaTTii 66..33
pozicionirebis ruka:
didi, mdidruli jipebi

230. 248 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
SSeessaaZZlloo kkoonnkkuurreennttuull uuppiirraatteessoobbaaTTaa ddaaddggeennaa.. miznobrivi bazris mosapove-
blad da masTan xelsayreli urTierTobis asagebad mTavaria, konkurentebze
ukeTesad, myidvelis moTxovnilebebis gageba da misTvis meti faseulobis
miwodeba. meti faseulobis miwodebiT kompania eufleba kkoonnkkuurreennttuull uuppii--
rraatteessoobbaass.. magram ubralo dapirebebze dayrdnobiT SeuZlebelia myari
poziciis Seqmna. Tu kompania Tavisi produqtis pozicionirebas axdens,rogorc
saukeTeso xarisxisa da momsaxurebis mqones, maSin produqtma Sepirebuli
xarisxi da momsaxureba realurad unda miawodos. amrigad, pozicionireba kom-
paniis SeTavazebis diferencirebiT iwyeba, raTa man momxmarebels,
konkurentebTan SedarebiT, meti faseuloba miawodos.
diferencirebis gansazRvrisaTvis marketologebma kompaniis produqtsa Tu
momsaxurebasTan dakavSirebuli myidvelis mTliani gamocdileba unda awon-
dawonon. fxizeli kompania sakuTari Tavis diferencirebas momxmarebelTan
yoveli kontaqtis dros SeZlebs. ra specifikuri gzebis gamoyenebiT SeuZlia
kompanias Tavisi SeTavazebebis diferencireba konkurentebis SeTavazebebisa-
gan? SeTavazebebis diferencireba SeiZleba moxdes produqtis maCveneblebis,
momsaxurebis, ganawilebis arxis, adamianuri resursisa an imijis mixedviT.
diferencireba produqtis maCveneblebis mixedviT. arsebobs produqtTa
iseTi tipebi, romelTa cvalebadoba mcireoden Tu SeiZleba. aseTi produqti,
miuxedavad imisa, romeli kompania uSvebs, erTmaneTisagan Zalian ar gansx-
vavdeba. magaliTad, wiwila, foladi, aspirini, puri da a.S., Tumca aqac ki
SesaZlebelia diferencireba. magaliTad, kompania Perdue acxadebs, rom misi
brendiT gamoSvebuli wiwilebi ukeTesia – ufro nazi da axali. amis xarjze,
igi produqcias 10-procentian fasnamats adebs. meore mxriv, arsebobs
produqtTa tipebi, romlebic Zalian mravalferovania, aseTebia avtomobilebi,
aveji da tansacmeli. am produqtebis diferencireba SesaZlebelia
maxasiaTeblebis, funqcionirebis, stilisa da dizainis mixedviT. amgvarad, Volvo
sTavazobs usafrTxoebis axal da ukeTes pirobebs, Whirlpool-is WurWlis
sarecxi manqana naklebi xmauriT muSaobs, xolo Bose Tavisi dinamikebis saocar
dizainze amaxvilebs yuradRebas. kompanias, aseve SeuZlia Tavisi produqtis
diferencireba iseTi maxasiaTeblebiT moaxdinos, rogorebicaa gamZleoba,
Tanmimdevruloba, saimedooba an advilad movla.
agreTve, diferencireba SesaZlebelia produqtis Tanmxlebi momsaxurebis
mixedviT. zogierTi kompania momsaxurebis diferencirebas swrafi, moxerxe-
buli da zusti miwodebis xarjze axdens. magaliTad, BankOne-ma supermar-
ketebSi gaxsna filialebi, raTa Tavisi klientebis momsaxureba maTTvis mosax-
erxebel adgilebSi uzrunvelyos. es momsaxureba SabaTobiT, kviraobiT da
samuSao dReebis saRamos saaTebSic xelmisawvdomi aris.
kompaniebis diferencireba SesaZlebelia samontaJo an SekeTebiTi momsax-
urebis miwodebiT. avtomobilis Zalian bevri myidveli siamovnebiT gadaixdis
ufro met Tanxas, raTa manqana im dilerisgan SeiZinos, romelic SekeTebis
umaRlesi xarisxis momsaxurebas uzrunvelyofs. zogierTi kompania sakuTari
SeTavazebebis diferencirebas myidvelisTvis treningis an konsultaciuri
momsaxurebebis uzrunvelyofiT axdens. medikamentebiT biTumad movaWre
McKesson-is korporacia 12,000 damoukidebel farmacevts konsultaciebs uwevs,
raTa daxmareba gauwios maragebis marTvis, kompiuteruli SekveTis marTvisa da
buRalteriis sakiTxebSi. amiT McKesson-ma erTguli myidvelTa didi armia
moipova.
firmebi, romlebic diferencirebas ganawilebis arxis safuZvelze axor-
cieleben, konkurentul upiratesobas iZenen ganawilebis arxebis mier teri-
toriis dafarvis, maTi muSaobisa da personalis gamocdilebis xarjze.
samSeneblo aRWurvilobis industriaSi Caterpillar-is buldozerebis warmateba
efeqturi ganawilebis arxebis funqcionirebazea damyarebuli. kompaniis dil-
erebma msoflioSi TavianTi pirveli klasis momsaxurebiT gaiTqves saxeli.
Amazon.com, Dell Computer da Avon ki pirdapiri ganawilebis arxebiT gamoirCevian.
diferencireba adamianuri resursis mixedviT kompanias saSualebas
aZlevs, Zlieri konkurentuli upiratesoba moipovos. kompaniam konkurentebTan
SedarebiT ukeTesi personalis daqiraveba da treningi unda ganaxorcielos.
Disney-s personali cnobilia megobrulobiTa da mxiarulobiT. Singapore Airline-
is Cinebuli reputaciis ZiriTadi mizezi misi bortgamcileblebis momxib-
vleli Sesaxedaobaa. IBM momxmareblebs sTavazobs momsaxure personals,
kkoonnkkuurreennttuullii
uuppiirraatteessoobbaa
(Competitive advantage)
upiratesoba konku-
rentTan mimarTebaSi,
rac ganpirobebulia
dabali fasebis da-
wesebiT, anda maRali
fasis dawesebiT, ro-
melic produqciis-
Tvis meti faseulo-
bis SeZeniT aris
gamarTlebuli.

231. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 249
zustad SerCeul myidvelTan swori urTierTobis ageba
romelic iseT gadawyvetilebebs iRebs, romlebic klientebisaTvis aris
aucilebeli. am midgomis ZiriTad amocanas warmoadgens myidvelTan kontaqtSi
myofi personalis frTxilad SerCeva da maTi kargi gawvrTna. magaliTad,Disney
Tavisi gasarTobi parkebis personals (sastumros porties, erTrelsiani
matareblis mZRols, dasasvenebli parkebis damlagebelsa da a.S.) safuZvlian
treningebs utarebs, raTa maTi kompetenturoba, Tavazianoba da megobruloba
uzrunvelyos. TiToeul TanamSromels didi sifrTxiliT amzadeben, raTa man
momxmareblis gageba da misTvis bednierebis miniWeba SeZlos.
im SemTxvevaSic ki, rodesac SeTavazebebi identuria, myidvelma SesaZloa
SeigrZnos gansxvaveba, romelic kompaniis an brendis imijze dafuZnebul
diferencirebas eyrdnoba. kompaniis an brendis imiji unda gamoxatavdes pro-
duqtis gansakuTrebul sargebelsa da pozicionirebas. Zlieri da
gansakuTrebuli imijis Camoyalibeba SemoqmedebiTi unarisa da muyaiTi Sromis
Sedegia. mxolod mcire reklamirebiT kompania momxmareblis gonebaSi Tavisi
kompaniis imijis danergvas ver SeZlebs. saxeli Ritz-Carlton asocirebulia
maRal xarisxTan. simboloebi _ rogorebic aris McDonald’s-is oqros TaRebi,
Prudential-is klde, Intel-is logo an Pillsbury-is qveiTi jariskaci _ exmareba kom-
paniis an brendis cnobadobasa da imijis diferencirebas. kompanias, brendis
imijis Seqmna SeuZlia cnobili adamianis garSemo, rogorc es Nike-ma jordanis
botasebisa da taiger vudsis golfis sportuli produqciis gamoSvebiT
gaakeTa. zogierTi kompania asocirdeba ferTanac, rogorc IBM _ lurjTan,
Campbell _ wiTelsa da TeTrTan an UPS _ yavisferTan. SerCeuli simboloebi,
personaJebi da imijis sxva elementebi kompaniis an brendis Tanmdev
reklamirebas unda ukavSirdebodes.
sswwoorrii kkoonnkkuurreennttuullii uuppiirraatteessoobbiiss aammoorrCCeevvaa.. davuSvaT, kompaniam SeZlo ram-
denime potenciuri konkurentuli upiratesobis identificireba. Semdegi nabi-
jia alternativebidan erT-erTis amorCeva, romelzec pozicionirebis strate-
gia aigeba. kompaniam unda gadawyvitos, ramdeni da romeli ganmasxvavebeli
niSnis stimulireba moaxdinos.
rraammddeennii ggaannmmaassxxvvaavveebbeellii nniiSSnniiss ssttiimmuulliirreebbaa aarriiss ssaaWWiirroo?? bevri Tvlis, rom
mxolod erTi sargeblis stimulireba unda moxdes. maga-liTad, sareklamo
saqmianobis specialisti rozer riivi acxadebs, rom kompaniam TiToeuli
brendisaTvis unikaluri savaWro SeTavazeba- Unique selling proposition (USP) unda
Camoayalibos da mas bolomde mihyves. TiToeulma brendma erTi maxasiaTebeli
unda airCios da xalxs Tavs moaxvios is azri, rom igi am maxasiaTeblis
mixedviT `upirvelesia”. myidveli ukeTesad imaxsovrebs pirvelebs,
gansakuTrebiT ki dRes, informaciulad gadatvirTul garemoSi. Crest Tavis
kbilis pastis stimulirebis dros yovelTvis xazs usvavs Rrmulebisgan dam-
cav efeqts. Volvo ki _ Tavisi manqanebis usafrTxoebas. kompania, romelic
garkveul pozicionirebas irCevs da gamudmebiT mis stimulirebas axdens, sava-
raudod, cnobili gaxdeba da mas xalxi daimaxsovrebs.
sxva specialistebi Tvlian, rom kompaniebma erTze met ganmasxvavebel
niSanze unda moaxdinon pozicionireba. amis aucilebloba im SemTxvevaSi
warmoiSoba, rodesac ori an meti firma erTsa da imave maxasiaTebels
saukeTesod warmoaCens. dRes, rodesac masobrivi bazari TandaTan patar-patara
segmentebad iyofa, ufro meti segmentis misazidad, kompaniebi TavianTi pozi-
cionirebis strategiebis gafarToebas cdiloben. magaliTad, Unilever-ma
pirvelma waradgina saponi Lever 2000 – `sami erTSi”, romelsac erTdroulad
aqvs gamwmendi, sunis gamqrobi da damarbilebeli Tvisebebi. cxadia, rom
myidvelTa umetesobas samive sargeblis miReba surs. sirTules warmoadgenda
maTi darwmuneba,rom erT brends samive sargeblis miwodeba SeuZlia. Lever 2000-
is saxelganTqmuli warmateba metyvelebs imaze, rom Unilever sirTules advilad
gaumklavda. Tumca rac ufro izrdeba brendebTan dakavSirebuli saCivrebis
raodenoba, kompaniebi mkafio pozicionirebis dakargvisa da maT mimarT
undoblobis warmoSobis saSiSroebis winaSe dgebian.
kompaniam Tavidan unda aicilos pozicionirebis sami mTavari Secdoma.
pirveli _ arasrulfasovani pozicionireba, rodesac kompania pozicionirebas
saerTod ver axerxebs. zogierTi kompaniis Sesaxeb myidvelebs mxolod bun-
dovani warmodgena aqvT an maT Sesaxeb gansakuTrebul informacias saerTod

232. 250 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
ar floben. meore _ viwrod pozicionireba, anu
myidvelis kompaniis Sesaxeb Zalian mcire,
SezRuduli informaciiT uzrunvelyofa. amri-
gad, momxmarebeli SeiZleba fiqrobdes, rom kom-
pania Steuben-is mina mxolod 1,000 dolari da
meti Rirs, maSin rodesac maT mier damzadebuli
minebis fasi 50 dolaridan iwyeba.
dabolos, kompaniam Tavidan unda aicilos
damabneveli pozicionireba – myidvelisaTvis
kompaniis Sesaxeb orazrovani imijis miwodeba.
magaliTad, Kmart-s, konkurentebisgan
gansxvavebiT, ar gaaCnia Camoyalibebuli pozi-
cionireba. misi konkurenti Wal-Mart Tavis pozi-
cionirebas Semdegnairad axdens: `yovelTvis
dabali fasebi. yovelTvis!” meore konkurenti
Target ki _ rogorc `maRali donis fasdaklebis
maRazia”. Target-is SemTxvevaSi, momxmarebelTa
umetesobisaTvis rTuli aRmoCnda pozicionire-
bis romelime ganmasxvavebeli niSnis danaxva.
rroommeellii ggaannmmaassxxvvaavveebbeellii nniiSSnniiss ppoozziicciioonniirreebbaa
aarriiss ssaaWWiirroo?? brendis yvela ganmasxvavebeli
niSani ar aris mniSvnelovani da Rirebuli;
yoveli maTgani ar aris kargi ganmasxvavebeli.
TiToeuls SeuZlia kompaniis xarjebsa da sar-
gebelze zemoqmedeba. amitom kompaniam frTxi-
lad unda SearCios gzebi, romelTa saSualebiT
igi sakuTar Tavs konkurentebisagan gamoarCevs.
ganmasxvavebeli niSnis gamoyenebas azri aqvs
maSin, rodesac igi Semdeg kriteriumebs akmay-
ofilebs:
■ mmnniiSSvvnneelloovvaannii __ ganmasxvavebeli niSani mizno-
briv myidvels iseT sargebels sTavazobs,
romelic mis-Tvis Zalian faseulia.
■ ggaannssxxvvaavveebbuullii __ konkurentebi am niSnebis SeTa-vazebas ar axdenen an kompanias
SeuZlia misi ukeTesi formiT SeTavazeba.
■ ssaauukkeeTTeessoo __ ganmasxvavebeli niSani (sargebeli) unda aRematebodes sxva gzebs,
romelTa saSualebiT myidveli imave sargebels iRebs.
■ SSeessaammCCnneevvii __ ganmasxvavebeli niSani myidvelisTvis advilad asaxsnelia da igi
mas `xedavs”.
■ ddaaccuullii __ konkurentebs gauZneldebaT ganmasxvavebeli niSnis gadaReba.
■ xxeellmmiissaawwvvddoommii _ myidvels SeuZlia ganmasxvavebeli niSniT ganpirobebuli
fasis gadaxda.
■ mmooggeebbiiaannii __ kompanias ganmasxvavebeli niSani mogebiT uzrunvelyofs.
bevrma kompaniam iseTi ganmasxvavebeli niSnebi gamoiyena, romlebic zemoT
CamoTvlil erT an ramdenime kriteriums ar pasuxobdnen. singapuris Westin
Stamford-is sastumros reklamebis Tanaxmad, igi aris msoflioSi yvelaze
maRali sastumro, rac turistebis umetesobisaTvis umniSvnelo ganmasxvave-
beli niSania. sinamdvileSi, am gancxadebam bevrs misdami interesi daukarga.
marcxi ganicada Polaroid-is swrafma saojaxo kino Polarvision-ma. miuxedavad imisa,
rom Polarvision or kriteriums _ gansxvavebulobasa da daculobas _ akmay-
ofilebda, igi ar iyo saukeTeso. rodesac wlebis win Pepsi-m gamWvirvale Crystal
Pepsi waradgina, man momxmarebelze STabeWdilebis moxdena ver SeZlo. miuxe-
davad imisa, rom axali sasmeli gansxvavebuli iyo, momxmareblisaTvis sasmelis
`gamWvirvaloba” mniSvnelovani sargebeli ar aRmoCnda. amrigad, rTulia pro-
duqtis an momsaxurebis pozicionirebisaTvis konkurentuli upiratesobis Ser-
Ceva, Tumca aseTi arCevani warmatebisaTvis gadamwyvet faqtors warmoadgens.
■ Unilever Tavisi saukeTeso gayidvadi produqtis Lever 2000-is
pozicionirebas Semdegnairad axdenda: saponi `sami erTSi",romel-
sac erTdroulad aqvs gamwmendi,sunis gamqrobi da damarbilebe-
li Tviseba.. is kargia `Tqveni sxeulis yvela 2000 nawilisaTvis".

233. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 251
zustad SerCeul myidvelTan swori urTierTobis ageba
ssaaeerrTToo ppoozziicciioonniirreebbiiss ssttrraatteeggiiiiss SSeerrCCeevvaa.. rogorc wesi, momxmarebeli irCevs
produqts an momsaxurebas, romelic udides faseulobas sTavazobs mas. amri-
gad, marketologebs surT, brendis mniSvnelovan, konkurentebisagan gansxvave-
bul, sargebelze gaamaxvilon yuradReba. brendis srul pozicionirebas
ewodeba brendis ffaasseeuulloobbaaTTaa ggaannaaccxxaaddii –– sargeblis sruli kompleqsi,
romliTac pozicionirebulia brendi. es aris pasuxi momxmareblis kiTxvaze,
`ratom unda SeviZino Tqveni brendi?” Volvo-s faseulobaTa ganacxadia
usafrTxoeba, saimedooba, tevadoba da dizaini. aseTi manqanis fasi saSualoze
maRalia, Tumca sargeblis aseTi kompleqsisaTvis namdvilad Rirs misi
gadaxda.
suraTi 6.4 gviCvenebs SesaZlo faseulobaTa ganacxadebs, romelTa mixed-
viTac kompanias Tavisi produqtis pozicionireba
SeuZlia. suraTze xuTi lurji ujredi mogebian
faseulobaTa ganacxads warmoadgens – pozicio-
nireba, romelic kompanias konkurentul upirate-
sobas aniWebs. wiTeli ujredebi wagebian faseulo-
baTa ganacxadebs warmoadgens. centraluri,yviTeli
ujredi, saukeTeso SemTxvevaSi _ zRvrul ganac-
xads. Semdeg nawilSi ganvixilavT mogebian faseu-
lobaTa xuT ganacxads: meti-metiT, meti-imaveTi,
igive-naklebiT, naklebi-bevrad naklebiT an meti-
naklebiT.32
mmeettii--mmeettiiTT.. meti-metiT pozicionireba gulisxmobs
yvelaze maRali donis produqtis an momsaxurebis
SeTavazebas da maRali fasebis dawesebas, raTa ma-
Rali xarjebi gadaifaros. Ritz-Carlton-is sastum-
roebi, Mont Blanc-is kalmebi da Mercedes-Benz-is avto-
mobilebi acxadeben, rom Sesaferis fasad
uzrunvelyofen saukeTeso xarisxs, gamZleobas, funq-
cionirebasa da stils. aseTi produqtebi myidvels
garkveul prestiJs aniWebs da statusisa da mdid-
ruli stilis simboloebs warmoadgns. Tumca
aRsaniSnavia, rom maRali fasi yovelTvis pro-
duqtis xarisxs ar Seesabameba.
`mxolod saukeTesos” SemTavazebeli organiza-
ciebi produqtis an momsaxurebis nebismier katego-
riaSia, dawyebuli sastumroebiT, restornebiTa da
modiT, damTavrebuli avtomobilebiTa da samzareu-
los eleqtromowyobilobebiT. momxmareblebi zog-
jer kmayofilebi arian, rodesac kategoriaSi axali
konkurenti Sedis maRalfasiani SeTavazebiT.
magaliTad Starbucks-is yavis saxli bazarze Sevida,
rogorc ZviradRirebuli produqciis mqone brendi.
ssuurraaTTii 66..44
SesaZlo faseulobaTa
ganacxadebi
ffaasseeuulloobbaaTTaa
ggaannaaccxxaaddii (Value
proposition)
sargeblis sruli
kompleqsi, romliTac
pozicionirebulia
brendi.
■ `meti-metisaTvis" faseulobaTa ganacxadiT Haagen-Dazs
sTavazobs nayins manamde gaugonar maRal fasad.

234. 252 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
igive gaakeTa Haagen-Dazs-ma nayinebis bazarze.
zogadad, kompaniebi unda eZebdnen SesaZleblobas, rom myidvels `meti-
metiT” brendi SesTavazon. Tumca aseTi brendi daucvelic SeiZleba aRmoCndes.
xSirad, isini mimbaZvelebs izidaven, romlebsac TavianTi produqciis xarisxiT
Tavi moaqvT, magram amas dabali fasebiT uzrunvelyofen. fufunebis saqoneli,
romelic ekonomikuri aRmavlobis periodSi kargad iyideba, SesaZloa riskis
qveS aRmoCndes ekonomikuri recesiis dros, rodesac myidveli fulis xarjvis
sakiTxs ufro frTxilad ekideba.
mmeettii--iimmaavveeTTii.. kompaniebs dabal fasad Sesatyvisi xarisxis brendis gamoSvebiT
SeuZliaT Seution konkurentebs,romlebic meti-metiT pozicionirebas iyeneben.
magaliTad, Toyota-m Tavisi Lexus-is seria waradgina faseulobaTa ganacxadiT
`meti-imaveTi”. sareklamo slogani ityobineboda: ` SesaZloa istoriaSi
pirveli SemTxvevaa, rodesac 72,000 dolaris Rirebulebis manqanis 36,000
dolarad SeZenaa SesaZlebeli”. kompaniam myidvels xarisixis Sesaxeb informa-
cia Sesabamis JurnalebSi statiebis meSveobiT da videoklipiT miawoda, sadac
Lexus-isa da Mercedes-is avtomobilebs erTmaneTs adarebda. Toyota-m agreTve
gamoaqveyna kvlevis Sedegebi, saidanac Canda, rom Lexus-is dilerebi, Mercedes-is
dilerebTan SedarebiT, ukeTes momsaxurebas sTavazobdnen. amis Sedegad,
Mercedes-is bevrma mflobelma Lexus iyida.
iiggiivvee--nnaakklleebbiiTT.. igive-naklebiT SesaZloa sakmaod Zlieri faseulobaTa
ganacxadi aRmoCndes. magaliTad, Dell Computer ekvivalenturi xarisxis kompi-
uterebs dabal fasebSi sTavazobs. am pozicionirebas iyeneben Camofasebuli
saqonliT movaWre maRaziebi, rogoric aris Wal-Mart, da `kategoriis
mkvlelebi”, rogorebic arian Best Buy, Circuit City da Sportmart. maT gansxvavebuli
an ukeTesi produqtis SeTavazebis pretenzia ar aqvT. isini gacilebiT dabal
fasebSi sTavazoben imave produqcias, rasac univermaRebi da specializebuli
maRaziebi. amis SesaZleblobas maT aZlevs didi SesyidviTi Zalaufleba da
dabalxarjiani operaciebi. zogi kompania mibaZvis strategias irCevs,
Sesabamisad bazris lideris msgavs produqts aviTarebs, magram SedarebiT
dabal fasad yidis. amiT isini bazris liderisagan myidvelebis gadmobirebas
cdiloben. magaliTad, AMD mikroprocesorebs nakleb fasad yidis, vidre
bazris lideri Intel.
nnaakklleebbii bbeevvrraadd nnaakklleebbiiTT.. yovelTvis arsebobs bazari produqciisTvis,
romelic momxmarebels nakleb sargebels sTavazobs da, Sesabamisad, naklebic
Rirs. Zalian cota adamians surs, sWirdeba an aqvs saSualeba, rom `yvelaferi
saukeTeso” SeiZinos. xSirad, momxmarebeli optimalurze nakleb produqts
siamovnebiT daTanxmdeba. magaliTad, bevr mogzaurs urCevnia zedmeti fuli ar
daxarjos araaucilebel momsaxurebaSi, rogoricaa auzi, Sveduri magida
restoranSi an menToliani kamfeti baliSze. iseTi sastumroebis qseli,
rogoric aris Motel 6, aseT komforts sakmaod dabal fasad uzrunvelyofs.
`naklebi bevrad naklebiT” pozicionireba gulisxmobs dabalxarisxian
produqtze momxmareblis moTxovnis dabal fasebSi dakmayofilebas.
magaliTad, maRaziebi Family Dollar da Dollar General saqonels sakmaod dabal
fasebSi yidian. Sam’s Club-isa da Costco-s sabiTumo maRaziebi saqonlis nakleb
arCevansa da momsaxurebis dabal dones sTavazoben. amis gamo maT yvelaze
dabali fasebi aqvT. Southwest Airline, aSS-s yvelaze mogebiani aviakompania, aseve
iyenebs pozicionirebas `naklebi bevrad naklebiT”. misi fasebi warmoudgen-
lad dabalia, magram frenis dros misi momsaxureba sakvebiT gamaspinZlebas ar
Seicavs, adgilebi danomrili ar aris da turistuli biuros agentebi ar hyavs
(ixileT marketingi muSaobis procesSi 6.3).
mmeettii--nnaakklleebbiiTT.. ra Tqma unda, yvelaze xelsayreli faseulobaTa ganacxadia
`meti-naklebiT”. magaliTad, Dell Computer amtkicebs, rom funqcionirebis
gansazRvrul doneze, ukeTes produqciasa da dabal fasebs flobs. Procter &
Gamble amtkicebs, rom misi sarecxi saSualebebi saukeTeso sisufTaves uzrunve-
lyofs da yovelTvis dabal fasad aris xelmisawvdomi. zogierT kompanias
marTlac SeuZlia mokle vadiT aseT pozicias miaRwios. magaliTad, rodesac
Home Depot asparezze pirvelad gamoCnda, igi saukeTeso arCevans, xarisxsa da

235. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 253
zustad SerCeul myidvelTan swori urTierTobis ageba
yvelaze dabal fasebs sTavazobda.
magram kompaniebs aseTi, ormagad mogebiani pozicionirebis grZeli vadiT
SenarCuneba gauWirdebaT. xSirad, metis SeTavazeba met xarjebTan aris
dakavSirebuli. Sedegad, pirobis `meti-naklebiT” Sesruleba rTuldeba. kom-
paniebi, romlebic orive faseulobis miwodebas cdiloben, SesaZloa ufro
fokusirebuli konkurentebis winaaRmdeg damarcxdnen. magaliTad, Lowe-is
maRaziasTan mZafri konkurenciis pirobebSi, Home Depot-m unda gadawyvitos,
raze gaamaxvilos yuradReba maRal xarisxze Tu dabal fasebze.
TiToeulma brendma unda airCios sakuTari pozicionirebis strategia,
romelic misi miznobrivi bazris survilsa da moTxovnilebebs Seesabameba:
`meti-metiT” strategia _ erTi miznobrivi bazrisTvis, `naklebi bevrad
naklebiT” _ meoresTvis da a.S. nebismier bazarze, rogorc wesi, bevri kompaniis
adgilia da TiToeuli sxvadasxva pozicias ikavebs.
mniSvnelovania is, rom TiToeulma kompaniam mogebiani pozicionirebis
strategia ganaviTaros, romelic miznobrivi momxmareblisaTvis mniSvnelo-
vania. `igive-imaveTi”-s SeTavazeba konkurentul upiratesobas ver uzrunvely-
ofs da firmac gaurkvevel mdgomareobaSi rCeba. kompaniebi, romlebic wage-
biani faseulobaTa ganacxadebidan (`igive-metiT”, `naklebi-metiT” da
`naklebi-imaveTi”) erT-erT pozicionirebas irCeven, gardauvali marcxis wina-
Se dganan. myidvelebi male mixvdebian, rom kompanias maT mimarT aragulwr-
feli damokidebuleba aqvs da, Sesabamisad, miatoveben brends da am uaryofiTi
STabeWdilebis Sesaxeb sxva arsebul Tu potenciur myidvelebsac etyvian.
ppoozziicciioonniirreebbiiss ggaannaaccxxaaddiiss CCaammooyyaalliibbeebbaa brendisa da kompaniis pozicioni-
rebis Sejameba unda moxdes ppoozziicciioonniirreebbiiss ggaannaaccxxaaddiiss gamoyenebiT. is iTvlis
Semdeg informacias: miznobrivi segmenti da saWiroeba, brendi, koncefcia da
ganmasxvavebeli niSnebi.33 magaliTad, `saqmiani profesionalebisaTvis, romle-
bic yovelTvis organizebulebi unda iyvnen, Palm Pilot aris eleqtronuli
xelsawyo, romlis saSualebiT SesaZlebelia, sxva konkurentul produqtebTan
SedarebiT, ufro advilad da saimedod mniSvnelovani informaciis Senaxva.”
arsebobs ufro detaluri pozicionirebis ganacxadebic, magaliTad:
ualkoholo sasmelebis axalgazrda, aqtiuri momxmareblebisaT-
vis,romlebsac ZilisaTvis Zalian cota dro rCebaT. Mountain Dew aris
ualkoholo sasmeli, romelic, yvela sxva brendTan SedarebiT,
kofeinis umaRlesi Semcvelobis wyalobiT, ufro met energias matebs
momxmarebels. Mountain Dew-Tan erTad Sen fxizlad xar da gamouZi-
nebladac Tavs kargad grZnob.34
aRsaniSnavia, rom pozicionirebis ganacxadis pirvel etapze xdeba
produqtis kategoriis dafiqsireba – Mountain Dew aris gamagrilebeli
sasmeli; Semdeg xdeba ganmasxvavebel niSnebze yuradRebis gamaxvileba – meti
kofeini. garkveul kategoriaSi brendis ganTavseba xdeba im msgavsebebis
mixedviT, romlebic mas am kategoriis sxva brendebTan aqvs. magram brendis
upiratesoba mis ganmasxvavebel niSnebs efuZneba. aris SemTxvevebi, rodesac
ganmasxvavebeli niSnebis aRniSvnamde marketologebi brends saerTod sxva
kategoriaSi ganaTavseben.
DiGiorno aris gayinuli pica, romlis qerqi gaTbobis Semdeg
fuvdeba. imis nacvlad, rom igi gayinuli picis kategoriaSi
ganeTavsebinaT, marketologebma misi pozicionireba moaxdines
kategoriaSi – pica saxlSi mitaniT. maT reklamaSi naCvenebia stumrebi,
romlebic diasaxliss ekiTxebian, picis mitanis romeli momsaxurebiT
sargeblobTo. magram diasaxlisi ambobs: `es ar aris pica saxlSi
mitaniT, es aris DiGiorno!” amiT DiGiorno-m Tavisi picis saukeTeso gemos
gausva xazi.
aarrCCeeuullii ppoozziicciiiiss kkoommuunniikkaacciiaa ddaa mmiiwwooddeebbaa
pozicionirebis strategiis arCevis Semdeg miznobrivi momxmareblisaTvis
informaciis miwodeba unda moxdes. kompaniis marketinguli kompleqsis yvela
ppoozziicciioonniirreebbiiss
ggaannaaccxxaaddii (Positioning
statement)
ganacxadi, romelic
ajamebs kompaniis an
brendis pozicioni-
rebas. is iTvlis
Semdeg informacias:
miznobrivi segmenti
da saWiroeba, brendi,
koncefcia, ganmasx-
vavebeli niSnebi.

236. 254 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
11 seqtembris movlenebis, globa-
luri ekonomikuri krizisisa da
mzardi terorizmis pirobebSi, avi-
akompaniebis umetesobam uzarmazari
zarali ganicada, zogierTma ki Tavi
gakotrebuladac gamoacxada. gasul
wels industriis liderma American
Airlines-ma 3.5 miliard dolarze meti
zarali naxa. am sastik dros
Southwest Airlines-ma mxolod erT kvar-
talSi izarala. gasaocaria, magram
Southwest 30 wlis ganmavlobaSi moge-
bas iRebda. ra aris amis saidumlo?
Southwest msoflioSi yvelaze Zlieri
da mkafio pozicionirebis mqone kom-
paniaa. igi misdevs faseulobaTa ga-
nacxads `naklebi bevrad naklebiT”.
Southwest-ma pozicionireba moaxd-
ina, rogorc dabali fasis mqone avi-
akompaniis, romelic momxmarebels
damatebiT momsaxurebebs ar sTava-
zobs. am kompaniis mier Sesrule-
buli frenebis saSualo dro erTi
saaTiT Semoifargleba, erTi mimar-
Tulebis bileTis saSualo fasi ki
_ 86 dolariT. Southwest-is mgzav-
rebma gaiges, rogor unda imgzavron
damatebiTi komfortis gareSe.
magaliTad, Southwest mgzavrebs sakve-
biT ar uzrunvelyofs, ar aqvs pir-
veli da biznesklasis adgilebi da
adgilebi danomrili ar aris. mgza-
vrebi sam jgufad iyofian da TviTm-
frinavSi maTi jgufebis mixedviT
aSveba xdeba.
maSin ratom uyvars amden mgzavrs
Southwest? amis yvelaze mniSvnelovani
mizezi aris is, rom kompania ZiriTad
funqcias unaklod asrulebs – mgza-
vrebi droulad gadahyavs maTTvis
sasurvel adgilas. 1992 wels
Southwest-ma miiRo aSS-is transpor-
tis departamentis sammagi gvirgvinis
jildo saukeTeso drouli momsaxu-
rebisaTvis, bargis saukeTeso mov-
lisa da momxmareblis saukeTeso
momsaxurebisaTvis. drouli momsax-
Southwest’s--iiss ffaasseeuulloobbaaTTaa ggaannaaccxxaaddii:: ``nnaakklleebbii bbeevvrraadd nnaakklleebbiiTT""
6.3
Southwest gTavazobT faseulobaTa ganacxads `naklebi bevrad naklebiT",
rasac Tan sdevs mravali garToba. es yvelaferi iwyeba kompaniis saTavidan
- kompaniis xelmZRvaneli da Tanadamaarseblisgan herb keleheridan.
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii
saSualeba pozicionirebis strategiis mxardaWerisken unda iyos mimarTuli.
kompaniis pozicionireba konkretul qmedebebs moiTxovs da ara mxolod
laparaks. Tu kompania irCevs maRali xarisxis momsaxurebis pozicias, pirvel
rigSi, man momxmarebels aseTi produqti realurad unda miawodos.
gadawyvetilebebi marketinguli kompleqsis (produqti, fasi, adgili da
stimulireba) Sesaxeb warmoadgens pozicionirebis strategiis taqtikur
nawils. amrigad, firmam, romelic iyenebs faseulobaTa ganacxads `meti-metiT”,
unda awarmoos maRalxarisxiani produqcia, daados maRali fasebi, gamoiyenos
maRalxarisxiani sadistribucio sadilero momsaxureba da prestiJul media-
saSualebebSi reklama ganaTavsos. kompaniam unda daiqiravos da moamzados
meti momsaxure personali, ipovos kargi reputaciis mqone sacalo movaWreebi

237. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 255
zustad SerCeul myidvelTan swori urTierTobis ageba
urebis maCvenebliT, Southwest erTi
dekadis ganmavlobaSi industriis
liderebs Soris iyo. bolo 12 wlis
ganmavlobaSi, aSS-is transportis
departamentSi Semosuli saCivrebis
mixedviT, yvelaze naklebi Southwest-is
kompaniaze modis. gasul wels, ame-
rikis kmayofilebis indeqsis
mixedviT, Southwest Airlines industriaSi
pirveli iyo.
Southwest-is Zlier pozicionire-
bas ori mTavari elementi gansaz-
Rvravs. analitikosi Southwest-is
pozicionirebas amgvarad ajamebs:
`igi ar aris mdidruli,...…magram iafi
da saxalisoa.” Southwest aris efeqti-
anobisa da dabalxarjiani operaci-
ebis modeli, ris Sedegic aris gasa-
ocrad dabali fasebi. axal bazarze
Sesvlisas Southwest sajarod acxa-
debs: `Southwest Semodis qalaqSi da
sahaero momsaxurebis fasebic dabla
iwevs.” faqtobrivad, fasebi imdenad
dabalia, rom Southwest-is bazarze
SesvliT mTliani sahaero satrans-
porto moZraoba izrdeba, radgan igi
im mgzavrebsac ki izidavs, romlebic,
sxva SemTxvevaSi, manqaniT an avtobu-
siT imgzavrebdnen. magaliTad, rode-
sac Southwest-ma lousvil-Cikagos
reisi daawesa da calmxrivi frena,
konkurentebis mier dawesebuli 250
dolaris nacvlad, 49 dolarad Sea-
fasa, am or qalaqs Soris kviraSi
ganxorcielebuli mTliani sahaero
mimosvla 8,000 mgzavridan 26,000
mgzavramde gaizarda.
imisaTvis rom sakuTari Tavi uf-
ro gamoekveTa, Southwest-ma pozicioni-
rebas kidev erTi komponenti daamata
–mxiaruleba. Tavis mxiarul Tavmj-
domaresa da Tanadamaarsebel herb
kelerTan erTad, Southwest seriozu-
lobaze uars acxadebs. mxiaruli
TanamSromlebi maqsimalurad cdi-
loben, mgzavrebi gaarTon an gaakvir-
von. erT-erTi angariSis Tanaxmad:
Southwest-is TanamSromlebs SeuZ-
liaT wminda patrikis dReebSi jado-
qrebad gadaiqcnen, aRdgomas _ kurd-
Rlebad, xolo helovinis
dResaswaulze ki nebismieri gmiri
ganasaxieron. me momismenia bortgam-
cileblebis simRera usafrTxoebis
wesebis Sesaxeb qanTris, repis an
bluzis stilSi; agreTve, isini pi-
lots roki rakuns adarebdnen da
daJinebiT sTxovdnen mgzavrebs, erT-
maneTs gacnobodnen, gadaxveodnen,
gadaekocnaT, Semdeg ki erTmane-
TisTvis daqorwineba SeeTavazebinaT.
TviTon keleri cnobili iyo kom-
paniis wveulebebze sxvadasxva gmi-
ris formaSi gamocxadebiT an mgza-
vrobis dros mgzavrebisTvis dilis
sauzmis darigebiT.
frenis Seferxebis dros Sesasv-
lel WiSkarTan kontroliorebi
mgzavrebs prizebs urigeben. iyo
SemTxvevebi, rodesac bortgamcile-
blebi imalebodnen bargis sacavebSi
da gadmoxtebodnen, rodesac xalxi
TviTmfrinavSi asvlas iwyebda.
Southwest-is mgzavrebi miCveulni
arian diqtoris mier gakeTebuli uc-
nauri gancxadebebis mosmenas. ukanas-
kneli frenis dros pilotis SemoTa-
vazeba gaisma: `gamcileblebo,
gTxovT, galamazdeT gamgzavrebamde”.
mogvianebiT, frenisas ki man gamoacx-
ada: `dila mSvidobisa, qalbatonebo
da batonebo. visac sigaretis moweva
gsurT, gTxovT, gaemarTeT Cveni
mosasvenebeli oTaxisken marjvena
frTaze, sadac siamovnebiT uyurebT
mxatvrul films `qarwaRebulni.”
bortgamcileblebi usafrTxoebis
instruqtaJs Semdegnairad atareben:
`wyalze daSvebis SemTxvevaSi,
gTxovT, daimaxsovroT, rom pirvel
rigSi, xeli unda mousvaT, Semdeg
fexebi gaiqnioT, Semdeg ki igive
imeoreT wyalSi yofnis mTeli
drois ganmavlobaSi”. erT-erTi mgza-
vri ixsenebs frenas, rodesac pilot-
ma yvela mgzavrs sTxova, gaexedaT
marcxena iluminatorSi, terminalis
mxares, da gaeRimaT. `amiT Cveni kon-
kurentebi dainaxaven, rogor gamoi-
yureba savse TviTmfrinavi.”
Zlieri pozicionirebis wyalo-
biT, Southwest aSS-is Siga sahaero
transportirebis meoTxe udidesi
aviakompania gaxda. kompaniam war-
matebiT dasZlia konkurentebis
gamowveva, gadaeRoT misi biznesis
formula. am kompaniebs Soris iyvnen
Continental Lite, Delta Express da Shuttle
United. dResdReobiT, Southwest dReSi
2,800 frenas axorcielebs qveynis 30
Statis 58 qalaqSi. industriaSi
ukanaskneli krizisis dros Southwest
erTaderTi iyo, romelmac mogebis
miReba SeZlo.
ukanaskneli 7 wlis ganmav-
lobaSi, Southwest-is ubralo, mkafio
pozicionirebis gamo igi Jurnal
“Fortune”-ma yvelaze warmatebul avi-
akompaniad gamoacxada. Southwest ara
marto faseulobaTa ganacxads hpir-
deba, igi mas asrulebs kidec. is ar
aris prestiJuli, magram misi saSua-
lebiT moxvdebi iq, sadac ginda da
roca ginda. fasebi dabalia, xarjavT
naklebs da kargadac erTobiT.
gnebavT, sasiamovnod ifrinoT?
ubralod, SeiZineT bileTi!
wwyyaarroo:: amonaridebi Molly Ivins, ”From
Texas, with Love and Peanuts,” New York
Times, March 14, 1999, p. 11; Wendy Zellner,
”Southwest: After Kelleher, More Blue Skies,”
Business Week, April 2, 2001, p. 45; and Ron
Suskind, ”Humor Has Returned After 9/11
Hiatus,” Wall Street Journal, January 13, 2003,
p. A1. agreTve naxeT Wendy Zellner,
”Holding Steady,” Business Week, February 3,
2003, pp. 66-68; ”Airline of the Year: Southwest
Airlines,” Air Transport World, February 2003,
pp. 26-27; and Southwest Airlines Fact Sheet,
June 6, 2003, accessed at www.southwest.com.
da SeimuSaos iseTi sareklamo Setyobinebebi, romlebic misi umaRlesi
xarisxis momsaxurebis Sesaxeb informacias gaavrcelebs. es aris
damajerebeli poziciis `meti-metiT” agebis erTaderTi gza.
xSirad, kompaniebisaTvis ufro advilia pozicionirebis kargi strategiis
SemuSaveba, vidre misi xorcSesxma. wlebis ganmavlobaSi naSenebi pozicia
SesaZloa Zalian swrafad daingres. mas Semdeg, rac kompania sasurvel
pozicias aagebs, man Tanmimdevruli komunikaciis saSualebiT am poziciis
SenarCunebaze unda izrunos. imisaTvis rom momxmareblis moTxovnilebebisa
da konkurentebis strategiebis cvlilebebs moergos, kompaniam Tavisi
poziciis monitoringi unda awarmoos. Tumca kompaniam Tavidan unda aicilos
moulodneli cvlilebebi, ramac SesaZloa myidvelis dabneuloba gamoiwvios.

238. 256 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
viT myidvelebs yofs produqtisadmi gansxvave-
buli damokidebulebis, codnis, moxmarebisa da
gamoxmaurebis mixedviT.
samomxmareblo da biznesbazrebis segmenta-
ciisaTvis marketologebi, xSirad, erTsa da imave
segmentaciis safuZvels iyeneben. organizaci-
uli (biznes) myidvelebis segmentacia SesaZlebe-
lia geografiuli faqtorebis, demografiuli
(industria, kompaniis zoma) faqtorebis, sargeb-
lis, moxmarebis statusis, moxmarebis sixSirisa
da erTgulebis statusis mixedviT. Tumca biz-
nesmarketologebi iyeneben damatebiT seg-
mentaciis safuZvelsac, kerZod: myidvelis saop-
eracio maxasiaTeblebs, Sesyidvisadmi midgomas,
situaciur faqtorebs da pirovnul maxasiaTeb-
lebs. segmentaciis analizis efeqturoba damo-
kidebulia iseTi segmentebis povnaSi, romlebic
aris advilad gazomvadi, xelmisawvdomi, mniS-
vnelovani, diferencirebadi da miRwevadi.
33.. aaxxsseenniiTT,, rrooggoorr aaxxddeenneenn kkoommppaanniieebbii mmiimmzziidd--
vveellii bbaazzrriiss sseeggmmeennttiiss ggaannssaazzRRvvrraassaa ddaa
mmiizznnoobbrriivvii mmaarrkkeettiinnggiiss ssttrraatteeggiiiiss SSeerrCCeevvaass..
firmam unda Seafasos sxvadasxva segmenti da
gadawyvitos, yvelaze kargad ramdens da romel
segments moemsaxureba. bazris segmentebis
Sefasebisas kompaniam yuradReba sam faqtors
unda miaqcios: segmentis zomasa da zrdis temps,
segmentis struqturul mimzidvelobasa da kom-
paniis miznebsa da resursebs. kompania mizno-
brivi bazris SerCevis oTxi SesaZlo strategi-
idan erT-erTs arCevs. aradiferencirebuli
marketinguli (masobrivi marketingi) strategiis
gamoyenebisas kompaniam segmentebs Soris gansx-
vaveba unda ugulebelyos da mTlianad bazari
erTi SeTavazebiT moicvas. an gamyidvels SeuZ-
lia gamoiyenos diferencirebuli marketingi
(segmenturi marketingi) _ strategia, rodesac
firma gadawyvetilebas iRebs, ramdenime miznob-
rivi bazari gamoyos da TiToeuls individu-
alurad moemsaxuros. koncentrirebuli marke-
tingi (igive niSis marketingi) – bazris
dafarvis es strategia gansakuTrebiT im Sem-
TxvevaSi gamoiyeneba, rodesac kompaniis resur-
sebi SezRudulia. marketologebi am strategias
maSin iyeneben, rodesac kompania dainteresebu-
lia, did bazarze mcire wilis nacvlad, erTi an
ramdenime segmentze (niSaze) didi wilis flo-
biT. sabolood, mikromarketingis dros xdeba
produqtebisa da marketinguli programebis in-
dividualur gemovnebaze morgeba. imis nacvlad,
rom TiToeul individSi dainaxon momxmarebeli,
mikromarketologebi TiToeul momxmarebelSi
individualur pirs xedaven. mikromarketingi
moicavs adgilobriv marketingsa da individu-
alur marketings. miznobrivi marketingis stra-
tegiis arCevisas kompaniebs bevri faqtoris gaT-
droa SeCerdeT da moisveneT. am TavSi
Tqven SeiswavleT marketinguli stra-
tegiis ZiriTadi elementebi: segmen-
tacia, miznobrivi bazris SerCeva da
pozicionireba. marketologebma ician,
rom SeuZlebelia bazarze yvela myidvelze gas-
vla an erTi da imave xerxiT maTze zemoqmedeba.
myidvelebi arian bevrni, farTod mimofantulni
da Zalian gansxvavebulni TavianT moTxovni-
lebebsa da survilebSi. swored amitom dRes
kompaniebis umetesoba masobriv marketings Sor-
deba. amis nacvlad, maT miznobrivi marketingis-
ken aqvT aRebuli gezi – bazris segmentis gan-
sazRvra, maTgan erTis an ramdenimes SerCeva da
TiToeulisaTvis individualuri marketinguli
kompleqsis ganviTareba.
11.. ggaannssaazzRRvvrreeTT mmiizznnoobbrriivvii mmaarrkkeettiinnggiiss ssaammii ssaa--
ffeexxuurrii:: bbaazzrriiss sseeggmmeennttaacciiaa,, mmiizznnoobbrriivvii bbaazz--
rriiss SSeerrCCeevvaa ddaa bbaazzaarrzzee ppoozziicciioonniirreebbaa..
miznobrivi marketingi gulisxmobs strategiebis
SemuSavebas saWiro momxmarebelTan saWiro
urTierTobis asagebad. bazris segmentacia –
bazris dayofa myidvelebis jgufebad, romlebic
gansxvavdebian saWiroebebiT, demografiuli
maxasiaTeblebiT an qceviT da romlebsac
gansxvavebuli marketinguli kompleqsis (4P)
SeTavazeba sWirdebaT. miznobrivi bazris
SerCeva – TiToeuli segmentis mimzidvelobis
Sefaseba da maTgan erTis an ramdenimes SerCeva
maTTvis Sesabamisi produqciis SeTavazebis miz-
niT. bazarze pozicionireba – TiToeuli pro-
duqtisaTvis, konkurentul produqtebTan Seda-
rebiT, gansazRvruli, gansxvavebuli da
sasurveli adgilis miniWeba momxmareblis gonebaSi.
22.. CCaammooTTvvaalleeTT ddaa ggaanniixxiilleeTT ssaammoommxxmmaarreebblloo ddaa
bbiizznneessbbaazzrreebbiiss sseeggmmeennttaacciiiiss ssaaffuuZZvvlleebbii..
ar arsebobs bazris segmentaciis erTi gamokve-
Tili gza. bazris struqturis saukeTesod
danaxvisaTvis marketologma unda mosinjos
segmentaciis sxvadasxva saSualeba. samomxma-
reblo bazris segmentaciisaTvis gamoyenebadi
ZiriTadi cvladebia – geografiuli, demografi-
uli, fsiqografiuli da qceviTi. geografiuli
segmentacia gulisxmobs bazris dayofas geo-
grafiul erTeulebad, rogorebicaa qveynebi, re-
gionebi, qalaqebi, dasaxlebuli punqtebi, sof-
lebi da ubnebi. demografiuli segmentacia
samomxmareblo bazars Semdegi demografiuli
maxasiaTeblebis mixedviT yofs: asaki, sqesi,
ojaxis sidide, ojaxis sasicocxlo cikli,
Semosavali, saqmianoba, ganaTleba, religia, rasa
da erovneba. fsiqografiuli segmentacia myidve-
lebs sxvadasxva jgufad yofs socialuri
klasis, cxovrebis stilis an pirovnuli maxa-
siaTeblebis mixedviT. segmentacia qcevis mixed-
SSeeiissvveenneeTT::
kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall

239. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 257
zustad SerCeul myidvelTan swori urTierTobis ageba
valiswineba sWirdebaT: kompaniis resursebis,
produqtis mravalferovnebis, produqtis sasic-
ocxlo ciklis etapis, bazris mravalferov-
nebisa da konkurentebis marketinguli strategiis.
44.. ggaanniixxiilleeTT,, rrooggoorr aaxxddeenneenn kkoommppaanniieebbii
TTaavviiaannTTii pprroodduuqqcciiiiss ppoozziicciioonniirreebbaass mmaaqqssii--
mmaalluurrii kkoonnkkuurreennttuullii uuppiirraatteessoobbiiss
mmiissaaRReebbaadd..
garda imisa, rom kompaniam unda airCios miznob-
rivi bazari,man agreTve unda gadawyvitos,Tu ra
poziciis dakaveba surs mocemul segmentSi.
momxmareblis mier mniSvnelovani maxasiaTeb-
lebis mixedviT produqtis Sefaseba ganapi-
robebs produqtis pozicias. pozicionirebis
amocana sami safexurisgan Sedgeba: dadgindes
SesaZlo konkurentul upiratesobaTa CamonaT-
vali, alternativebidan amoirCes swori kon-
kurentuli upiratesoba da SeirCes saerTo
pozicionirebis strategia. brendis srul
pozicionirebas ewodeba brendis faseulobaTa
ganacxadi –– sargeblis sruli kompleqsi, rom-
liTac brendis pozicionireba xdeba. kompanias
SeuZlia airCios mogebian xuT faseulobaTa ga-
nacxadidan erT-erTi: meti-metiT, meti-imaveTi,
igive-naklebiT,naklebi bevrad naklebiT an meti-
naklebiT. brendisa da kompaniis pozicionirebis
Sejameba unda moxdes pozicionirebis ganac-
xadis gamoyenebiT. is iTvlis Semdeg infor-
macias: miznobrivi segmenti da saWiroeba, bren-
di, koncefcia da ganmasxvavebeli niSnebi.
TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii
ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii
11.. ra gansxvavebaa masobriv market-
ings, segmentur marketings, niSis mar-
ketingsa da mikromarketings Soris?
ganixileT realuri produqtebi, romlebic
miznobrivi bazris SerCevis TiToeul strate-
gias iyenebs.
22.. TiToeuli produqisTvis – DVD pleeri,
fexsacmeli da sawebela – ganixileT samomx-
mareblo bazris segmentaciis maxasiaTeblebi
(cxrili 6.1). SeafaseT romeli maxasiaTebelia
morgebuli TiToeuli produqtisTvis?
33.. aRwereT Tqveni universitetis studenebis
segmentebi. es segmentebi ra xarisxiT akmayofi-
leben Semdeg moTxovnebs: advilad gazomvadi,
xelmisawvdomi, mniSvnelovani, diferencirebadi
da ganxorcielebadi?
44.. George Foreman Grilling Machine aris samzareulos
kompaqturi mowyobiloba, romelic xorcis Sew-
vis dros, misgan cxims gamodevnis. aRwereT am
produqtisTvis Sesaferi miznobrivi bazari.
rogori iqneba am miznobrivi bazris zoma, zrdis
tempi da struqturuli mimzidveloba?
55.. ganixileT, romeli diferencirebis safuZ-
velze (produqtis maCveneblebi, momsaxureba, ga-
nawilebis arxi, adamianuri resursi Tu imiji)
SeZlo Mountain Dew-m Tavisi brendis diferen-
cireba sxva gamagrilebeli sasmelebis brende-
bisagan.
66.. moiyvaneT sastumroebis qselis magaliTebi,
ise rom xuTi SeTavazebis ganacxadis (suraTi
6.4) mimdevari iyos siaSi. ras akeTebs Tqven mier
SerCeuli TiToeuli sastumro, konkurentebTan
SedarebiT, mets, imaves da naklebs?
iimmooggzzaauurreeTT
aaddggiilloobbrriivvii mmaarrkkeettiinnggii Local marketing
aarraaddiiffeerreenncciirreebbuullii Undifferentiated (mass) marking
((mmaassoobbrriivvii)) mmaarrkkeettiinnggii
bbaazzaarrTTSSoorriissii sseeggmmeennttaacciiaa Intermarket segmentation
bbaazzrriiss ppoozziicciioonniirreebbaa Market positioning
bbaazzrriiss sseeggmmeennttaacciiaa Market segmentation
ddeemmooggrraaffiiuullii sseeggmmeennttaacciiaa Demographic segmentation
ddiiffeerreenncciirreebbuullii Differentiated (segmented)
((sseeggmmeennttuurrii)) mmaarrkkeettiinnggii marketing
ffaasseeuulloobbaaTTaa ggaannaaccxxaaddii Value proposition
ffssiiqqooggrraaffiiuullii sseeggmmeennttaacciiaa Psychographic segmentation
ggeeooggrraaffiiuullii sseeggmmeennttaacciiaa Geographic segmentation
iinnddiivviidduuaalluurrii mmaarrkkeettiinnggii Individual marketing
kkoonncceennttrriirreebbuullii Concentrated (niche) marketing
((nniiSSiiss)) mmaarrkkeettiinnggii
kkoonnkkuurreennttuullii uuppiirraatteessoobbaa Competitive advanatage
mmiikkrroommaarrkkeettiinnggii Micromarketing
mmiizznnoobbrriivvii bbaazzaarrii Target market
mmiizznnoobbrriivvii mmaarrkkeettiinnggii Target marketing
ppoozziicciioonniirreebbiiss ggaannaaccxxaaddii Positioning statement
pprroodduuqqttiiss ppoozziicciiaa Product position
sseeggmmeennttaacciiaa aassaakkiissaa ddaa Age and life-cycle
oojjaaxxiiss ssaassiiccooccxxlloo segmentation
cciikklliiss mmiixxeeddvviiTT
sseeggmmeennttaacciiaa qqcceevviiss Behavioral segmentation
mmiixxeeddvviiTT
sseeggmmeennttaacciiaa ssaarrggeebblliiss Benefit segmentation
mmiixxeeddvviiTT
sseeggmmeennttaacciiaa SSeemmoossaavvlliiss Income segmentation
mmiixxeeddvviiTT
sseeggmmeennttaacciiaa ssaarrggeebblliiss Occasion segmentation
mmiixxeeddvviiTT
sseeggmmeennttaacciiaa ssqqeessiiss mmiixxeeddvviiTT Gender segmentation

240. 258 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
imis gamo, rom bavSvebis survilebis
asrulebaze mSoblebi bevr fuls
xarjaven, bevri kompania baSvebs
mimzidvel bazris segmentad aRiqvams.
zogierT saSualo da umaRlesi
skola eqskluziur kontraqtebs debs ualko-
holo sasmelebis mwarmoeblebTan, rac maT uni-
versitetebis ezoebSi eqskluziuri vaWrobis
saSualebas aZlevs. es kompaniebs asiaTasobiT
dolari ujdeba. bolo wlebSi mSoblebis gark-
veulma kategoriam CaTvala, rom ualkoholo
sasmelebi arajansaRi alternativaa, da daiwyes
universitetis ezoebSi ualkoholo sasmelebis
gayidvebis SeCerebis moTxovna. marTlac, qveynis
orma udidesma saskolo raionma – niu-iorksa da
los-anjelesSi – ualkoholo sasmelebiT
vaWroba akrZala.
11.. ratom xarjaven ualkoholo sasmelebis mwar-
moeblebi aseT did Tanxebs saSualo da
umaRles skolebSi eqskluziuri gayidvis
uflebisTvis? ra ziani SeiZleba miayenos
ualkoholo sasmelebis mewarmis imijs sazoga-
doebis uaryofiTma azrma?
22.. Tqveni azriT, es praqtika iTvaliswinebs Tu
ara eTikis sakiTxebs?
33.. am praqtikis mxardamWerebsa da oponentebs
Soris ra kompromisia SesaZlebeli?
eeTTiikkiiss ssaammyyaarrooSSii
ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii
11.. Levi’s cdilobs momxmarebels rac SeiZleba
morgebuli produqti SesTavazos. erT-erTi gza
amisaTvis aris kompaniis veb-gverdi (www.levi.com),
romlis saSualebiTac virtualuri jinsis mod-
elis mosinjva SeuZliaT. maT agreTve SeuZliaT
modelis gadakeTeba da misi momavali vizitis-
Tvis Senaxva. ewvieT kompaniis veb-gverds da vir-
tualur `mosazomebel oTaxSi” moizomeT tan-
sacmeli. ra azris xarT aseT gamocdilebaze?
ramdenad Seesabameba es momsaxureba individu-
aluri marketingis cnebas? fiqrobT Tu ara, rom
virtualuri mosazomebeli oTaxi Levi’s-s sxva
tansacmlis kompaniebisagan ganasxvavebs.
22.. aiReT deodorantis 5 sxvadasxva brendi.
SeafaseT TiToeuli maTgani Semdegi maxasiaTeb-
lebis mixedviT: aromatis,fasisa da arasasiamov-
no sunisgan dacvis (gamoiyeneT 10-quliani sis-
tema, romelSic 1 niSnavs yvelaze dabal
Sefasebas da 10 _ yvelaze maRals). amoirCieT 2
maxasiaTebeli da TiToeuli brendis Tqveneuli
Sefaseba pozicionirebis rukaze daitaneT. ram-
denad msgavsi da gansxvavebulia TiToeuli
brendi? aris Tu ara naxazze adgili, romelic
aravis ar daukavebia? warmoadgens Tu ara es xel-
sayrel garemos axali deodorantis mwarmoeb-
lisaTvis?
33.. ukanasknel wlebSi, rodesac momxmarebeli
yoveldRe, 24 saaTis ganmavlobaSi elis da
moiTxovs axal ambebs, sakabelo televiziebis
axali ambebis arxebi sul ufro da ufro popu-
larulebi xdebian. uyureT CCN-is, MSNBC-is da
Fox-is axal ambebs. CamoTvaleT is xerxebi,
romelTa saSualebiT TiToeuli programa
sakuTari Tavis diferencirebas cdilobs.
SeafaseT Semdegi kriteriumebis mixedviT maTi
diferencirebis strategiebi: mniSvnelovani, gan-
sxvavebuli, saukeTeso, SesamCnevi, daculi,
xelmisawvdomi da mogebiani.
tteeqqnnoollooggiiuurr ssaammyyaarrooSSii
`feri fersa, madli RmerTsa” _ es
aris filosofia, romliTac erT-er-
Ti yvelaze wamyvani sistema _ Claritas-
is mier Seqmnili PRIZM-ia agebuli.
sistema aerTianebs mraval demog-rafiul
faqtors (asaki,ganaTleba,Semosavali,saqmianoba,
sasicocxlo cikli, saxlis pirobebi, eTnikuroba
da urbanizacia), gamokiTxvebiT miRebul
cxovrebis stilis monacemebsa da aSS-is 260,000
geografiul erTeuls erTmaneTan, ris Semdegac
momxmareblebi erTiandebian 62 jgu-fad. aseTi
segmentacia Zlier iaraRs warmoad-gens bazris
segmentaciis, moTxovnis Sefasebis, miznobrivi
bazris amorCevisa da stimulirebis ganacxadis
formulirebisaTvis.
PRIZM-is segmentaciis SezRuduli versia gan-
Tavsebulia Claritas-is veb-gverdze www.yawyl.claritas.com.
ewvieT am saits da pasuxi gaeciT Semdeg kiTxvebs:
11.. akrifeT Tqveni sacxovrebeli adgilis
safosto indeqsi da waikiTxeT sxvadasxva
momxmarebelTa segmentis aRwera. fiqrobT, rom
igi Tqvens sacxovrebel adgils zustad aRwers?
22.. Tqvens sacxovrebel adgilze romeli
produqtis marketingi iqneba popularuli?
33.. rogor SeZlebs kompania, romelic karibis
kunZulebze awyobs turebs, gamoiyenos Claritas
PRIZM-is segmentacia?

241. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 259
zustad SerCeul myidvelTan swori urTierTobis ageba
Marriott-is biznessituacia ganTavsebu-
lia wignis bolos, danarTSi #1.
uuccxxoouurrii bbiizznneessssiittuuaacciiaa
qqaarrTTuullii bbiizznneessssiittuuaacciiaa
mmaarrkkeettiinnggiiss ssttrraatteeggiiiiss rroollii UGT--iiss
wwaarrmmaatteebbaaSSii
iu-ji-Ti (UGT) daarsda 1997
wels da daimkvidra maRali
xarisxis kompiuteruli teqniki-
sa da aparaturis momwodebeli
kompaniis saxeli. daarsebis
dRidan iu-ji-Ti moqmedebda kor-
poraciul bazarze, rac imas niSnavs, rom misi
klientebis ZiriTad nawils organizaciebi war-
moadgenda. miuxedavad imisa, rom saqarTveloSi
samomxmareblo bazars ufro didi wili ekava,
kompaniis es pozicia ganpirobebuli iyo, erTis
mxriv, UGT-is strategiiT - emoqmeda bazris kor-
poraciul segmentze, da meores mxriv, mis mier
SeTavazebuli produqciis specifikiT – korpo-
raciuli segmenti ufro metad xarisxian, brend
produqtebs moiTxovda. iu-ji-Ti ki kompi-
uteruli teqnikis msoflios lideri mwarmoeb-
lis, Compaq-is, eqskluziuri momwodebeli iyo
sqarTveloSi da Sesabamisad erTaderTi, vinc am
brends sTavazobda bazars.
2002 wels Compaq-i Seisyida Hewlett Packard-ma
(HP),romlis sapartnioro politika ar iTvalis-
winebda eqskluzivebis gacemas. amis, gamo UGT-im
dakarga eqskluziurobidan gamomdinare erT-
erTi ZiriTadi konkurentuli upiratesoba. aseve
Seicvala sapartnioro TanamSromlobis piro-
bebi. kompaniis garSemo Seiqmna situacia, rome-
lic ver uzrunvelyofda kompaniis stabilur
zrdas da ganviTarebas.
erTi vendoris mier mowodebuli produqciis
bazrisTvis SeTavazebis SemTxvevaSi, rodesac
misi eqskluziuri partnioroba gamoricxuli
iyo, kompaniis ganviTarebas mravali riski dae-
muqreboda. Sesabamisad iu-ji-Tis menejmenti
dadga kompaniisaTvis sasicocxlo mniSvnelobis
gadawyvetilebebis winaSe: 1 _ ra unda SeeTava-
zebinaT maT bazrisTvis iseTi, rac gansxvave-
buli iqneboda konkurentebisgan da kompanias
konkurentul upiratesobas miscemda da 2 _
romeli strategiiT unda emoqmedaT, rom kom-
paniis swrafi ganviTareba da zrda momxdariyo.
im periodSi, saqarTveloSi, sainformacio
teqnologiebis industria mxolod kompi-
uteruli da saqselo-sakomunikacio aparaturis
yidva-gayidviT Semoifargleboda. es bunebrivic
iyo, radgan dargi gnaviTarebis sawyis stadiaze
imyofeboda, iseve, rogorc ekonomikuri ganviTa-
rebis done saqarTveloSi. industriis ganviTa-
reba gaZlierda qveynis ekonomikis zrdasTan
erTad.
sainformacio teqnologiebis dargi
mravali mimarTulebisgan Sedgeba. saqar-
TveloSi, ganviTareba ZiriTadad daiwyo
Semdegma mimarTulebebma: personaluri da
korporaciuli kompiuteruli aparaturisa
da programuli uzrunvelyofis importi;
saqselo-sakomunikacio aparaturis impor-
ti; sistemuri integracia (inegraciuli
proeqtebi); sainformacio teqnologiebis
profesiul-teqnikuri servisebi; biznes-
programuli uzrunvelyofis danergva da
ganviTareba (ERP & CRM sistemebi); kon-
saltingi sainformacio teqnologiebis
sferoSi; internet-teqnologiebis da pro-
gramuli uzrunvelyofis ganviTareba.
bazris msxvili segmentebi Sedgeboda
saerTaSoriso da donori organizaciebis
mier dafinansebuli saxelmwifo Sesyidve-
bisa da msxvili komerciuli kompaniebis-
agan (gansakuTrebiT bankebi da sateleko-
munikacio kompaniebi). SedarebiT mcire
segmentebad rCeboda saSualo da wvrili
biznesi, kerZo pirebi.
saqarTveloSi funqcionirebda or
aTeulamde sainformacio teqnologiebis
kompania. maTi umravlesoba wvrili fir-
mebi iyvnen, xolo wamyvani poziciebi sul
ramdenime kompanias ekava. QqarTuli IT _
kompaniebis ZiriTadi momwodeblebi da
partniorebi gaxdnen globalri IT - kom-
paniebi, rogoricaa: HP, IBM, SUN
Microsystems, Cisco Systems, Avaya, APC,
Microsoft, SAP, Oracle, CheckPoint, Symantec da
sxva. yvela maTgans, saqarTveloSi hyavs
minimum erTi partniori mainc. qveyanaSi
moqmedebs zogierTi zemoxsenebuli kom-
paniis avtorizebuli servis-centri, rom-
lebic klientebs teqnikur momsaxurebas
uweven.
90-iani wlebis dasasrulamde, qarTul
kompaniebs ar hqondaT ganxorcielebuli
investiciebi sainformacio teqnologiebSi,
maT ar awuxebdaT aseTi investiciebis
amoRebis da moZvelebuli teqnologiebis

242. 260 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
Canacvlebis problema. am garemoebis gamo,
2000-iani wlebidan qarTul kompaniebSi
daiwyo uaxlesi sainformacio teqnolo-
giebis danergva.
am droisaTvis, saqarTvelos sainformacio
teqnologiebis bazari ukve kompaniebs danawile-
buli hqondaT sxvadasxva mimarTulebebis
mixedviT, anu saxeze iyo bazarze moTamaSeebis
specializacia. es kompaniebi sakmaod kompeten-
turni iyvnen TavianT konkretul mimarTule-
bebSi. Sesabamisad, sakiTxi idga Semdegnairad: ra
unda SesTavazos UGT-im bazars iseTi, riTic
Seqmnis axal konkurentul upiratesobas. gasaT-
valiswinebelia isic, rom Znelia informaciuli
teqnologiebis industriaSi klients SesTavazo
romelime erT konkretul mimarTulebaSi raime
Zalian gansxvavebuli imisgan, rasac am
mimarTulebaze specializirebuli kompania ukve
sTavazobs. safaso konkurencia bazarze arse-
bobda da momxmarebeli sakmaod mgrZnobiare iyo
fasis mimarT. kompaniebs sakuTar mimarTulebeb-
Si dabali fasebis SeTavazeba SeeZloT, rac
UGT-isTvis aramimzidvels xdida safaso kon-
kurenciis strategiis warmoebas.
axali konkurentuli upiratesobis mosapoveb-
lad, UGT-is menejmentma Semdegi nabijebi
gadadga: moaxdina Tavisi biznesis diversifi-
kacia (Tavis sferoSi axali mimarTulebebisa da
momsaxurebebis SeTavazeba) da bazars SesTava-
za kompleqsuri paketi (momsaxureba).
kompaniis mier diversifikaciis strategiis
arCevam gamoiwvia mmoonnoovveennddoorruulliiddaann mmuullttiivveenn--
ddoorruull strategiaze gadasvla. Sesabamisad amas
Tan daerTo organizaciaSi e.w. ““ccvvlliilleebbeebbiiss
mmeenneejjmmeennttiiss”” gatareba, rac gulisxmobda
reformebs kompaniis yvela funqcionalur areSi
– organizaciuli struqturidan da sakadro
menejmentidan dawyebuli, marketinguli strate-
giiT damTavrebuli.
UGT-im moaxdina diversifikacia Semdegi
mimarTulebiT:
■ kompiuteruli da saqselo-sakomunikacio apa-
raturis saproeqto miwodeba;
■ sainformacio teqnologiebis infrastruqtu-
ruli gadawyvetilebebi, rac moicavs organi-
zacis sainformacio teqnologiebis infra-
struqturis daproeqtebas, agebas, sxvadasxva
tipis sistemebis danergvas da a.S.;
■ biznes-programuli sistemebis SeTavazeba,
rogoricaa “kompaniis resursebis dagegmvis
sitema”1 (ERP – Enterprise Resource Planning),
“klientebTan urTierTobis marTvis sitema”2
(CRM – Cusromer Relations Management) da sxv.;
■ unikaluri sainformacio teqnologiuri
proeqtebis ganxorcieleba, romlis ZiriTadi
momxmarebeli samTavrobo seqtoria3;
■ sainformacio teqnologiebis treiningebis da
saatestacio centri “ai-Ti noliji” (IT
Knowledge);
■ sacalo gayidvebi Pcshop.ge–s brendis qveS;
■ profesiul-teqnikuri momsaxurebis mimarTu-
leba, romelic Tavis TavSi aerTianebs kidev
ramdenime qve-mimarTulebas: sagarantio mom-
saxureba, konsaltingi informaciuli teqno-
logiebis sferoSi, treningebi da sxv.
■ sainJinro sistemebis mimarTuleba, romelic
moicavs uwyveti eleqtromomaregebis sisteme-
bis agebas, struqturirebul sakabelo siste-
mebs da sxv.
es mimarTulebebi radikalurad gansxvavdeba
erTmaneTisgan da moiTxovs rogorc informa-
ciuli teqnologiebis, aseve biznes-procesebisa
da proeqtebis marTvis siRrmiseul da
kompetentur codnas. yovelive es ganapirobebs
UGT-is sareklamo devizis ““your IT solutions”
(TTqqvveennii ssaaiinnffoorrmmaacciioo--tteeqqnnoollooggiiuurrii aammooccaanneebbiiss
ggaaddaawwyyvveettaa)) gamarTlebasa da Sesabamisad, klien-
turisTvis maRalinteleqtualuri da maRali
donis gadawyvetilebebis SeTavazebas.
kompania Camoyalibda integrator-sakonsul-
tacio kompaniad (am SemTxvevaSi integracia
gulisxmobs sxvadasxva tipis sainformacio
teqnologiuri sistemebis integrirebas rogorc
erTmaneTTan, aseve maT misadagebas klienti
kompaniis biznes infrastruqturasTan). yovelive
aman kompanias kompleqsuri momsaxurebis
SeTavazebis saSualeba misca, rasac arc erTi
konkurenti ar sTavazobda bazrs. es momsaxu-
reba faqtiurad faravs yvela sferos, romelSic
specializirdebian bazris sxva moTamaSeebi.
Sesabamisad, klient kompanias saSualeba aqvs
daikmayofilos informaciul teqnologiebTan
dakavSirebuli yvela moTxovna erTbaSad, erTi
kompaniis momsaxurebidan. momsaxurebis sruli
speqtri gaxda UGT-is konkurentuli upirate-
soba saqarTvelos bazarze. amiT man moizida
momxmarebeli da Semdeg, maRali kompetenciis
SeTavazebis Sedegad, gazarda momxmareblis
erTgulebis xarisxi.
aRwerili procesebidan gamomdinare, UGT
Tavisi SeTavazebiT gavida ramodenime miznobriv
jgufze, ramac sakmaod gaarTula kompaniis
marketinguli strategia, kerZod ki kompaniis
pozicionirebis (klientebis mier brendis
aRqmadobis) sakiTxebi.
UGT-is produqtebis da momsaxurebis SeZenaze
1 kompaniis resursebis dagegmvis sistema - ERP (Enterprise Resource Planning) - bizne-
sis marTvis sistema, romelic Tavis TavSi moicavs biznesis yvela
mimarTulebas, maT Soris dagegmvas, warmoebas, gayidvebsa da marketings.
2 klientebTan urTierTobis marTvis sistema (CRM - Cosrumer Relations Management) -
moicavs kompaniis klientebTan urTierTobis yvela aspeqts vaWrobasa da
servisSi.
3 magaliTad, Tbilisis municipalitetSi danergili dokumentaciis arqivizaci-
isa da gagzavna-miRebis moqnili sistema.

243. TTaavvii 66 segmentacia, miznobrivi bazris SerCeva da pozicionireba: 261
zustad SerCeul myidvelTan swori urTierTobis ageba
iniciativa modis rogorc umaRlesi donis
menejmentisgan, aseve teqnikuri personalisa da
kompaniebis Sesyidvebis samsaxurebisgan. isini
erTmaneTisagan sakmaod gansxvavdebian miznebiTa
da arsiT, Sesabamisad “gansxvavebulad azrov-
neben” da “sxvadasxva enaze saubroben”. es ki
moiTxovs, maTdami, kompaniis mxridan mraval-
ferovan da ara unificirebul midgomas. gasaT-
valiswinebelia is faqtic, rom am jgufebs
Soris sakmaod mWidro komunikacia arsebobs.
rogorc wesi aseTi gadawyvetilebebis miRebisas
umaRlesi donis menejmenti rCevas sakuTar
teqnikosebs ekiTxeba da amitom saWiroa rom es
ori jgufi aRiqvamdes UGT-is brends ise, rom ar
moxdes maTi interesebis uaryofiTad gadafarva
da TiToeulma miznobrivma jgufma masSi
sakuTari interesebis dakmayofileba dainaxos.
magaliTisaTvis, aviRoT erT-erTi pro-
duqti biznes programuli uzrunvelyofa.
misi ZiriTadi klienti – is vinc iRebs mis
danergvaze gadawyvetilebas da visac
realurad sWirdeba igi – aris kompaniis
umaRlesi donis menejmenti, maSin, rodesac
am sistemis gamarTuli muSaoba, amave kom-
paniis sainformacio teqnologiebis spe-
cialistebisTvis damatebiTi Zalisxmevis
gawevas gulisxmobs. Tumca, amave dros,
garkveuli produqtebi, rogoricaa infor-
maciuli teqnologiebis infrastruqturis
marTvis gaadvilebasTan dakavSirebuli
programuli uzrunvelyofa, pirdapir
sargebels aZlevs teqnikur personals,
maSin, rodesac finansuri ganyofileba mas
damatebiT xarjad aRiqvams. iqmneba situa-
cia, sadac UGT-is klientura erTma-
neTisgan gansxvavebulad da rig Sem-
TxvevebSi erTmaneTis sapirispirod
azrovnebs.
UGT-im, bazarze gamoCenis dRidan realurad
gaiara pozicionirebis ramodenime faza.
Tavdapirvelad, es brendi cnobili iyo rogorc
Compaq-is momwodebeli, mas Semdeg, rac Compaq-i
Seisyida HP-im, kompania gaxda asocirebuli
zogadad aparaturis momwodebelTan da mesame –
bolo etapi gulisxmobs integrator-sakonsul-
tacio kompaniis imijis formirebas. Sesabamisad
pozicionirebis problema sakmaod mniSvnelo-
vania, gamomdinare iqedan, rom brendi, mom-
xmareblis cnobierebaSi teqnikis momwodeb-
lidan unda gadavides da aRqmul iqnas
integrator-sakonsultacio momsaxurebis mom-
wodeblad. es sakmaod did sirTules warmoad-
gens im kompaniisTvis, romelic didi xnis gan-
mavlobaSi aRiqmeboda, rogorc kompiuteruli
teqnikis momwodebel kompaniad. amas emateba
isic, rom saqarTvelos bazris ganviTarebis
donidan gamomdinare Znelia yvelasTvis imis
axsna, Tu ras warmoadgens zogadad integrator-
sakonsultacio kompania da rogor gansxvavdeba
is aparaturis momwodeblisgan. es moiTxovs
sakmaod did dros da aseve Zalian frTxil
midgomas, radgan kompaniis warmatebis erT-erTi
ganmsazRvreli faqtori swored brendis
saxelis asociaciaa. Sesabamisad, saqarTvelos
korporaciul bazarze integrator-sakonsul-
tacio kompaniis saxelis ukan UGT-is brendis
aRqma, menejmentis erT-erT prioritetul amo-
canas warmoadgens.
SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::
11.. rogor unda moaxerxos UGT-im, rom misi
brendis pozicionireba sworad iyos aRqmuli
yoveli miznobrivi jgufis mier.
22.. ra saSualebebiT SeuZlia UGT-is brendis
aRqmadoba Secvalos ubralod teqnikis
mimwodebeli kompaniidan integrator-
sakonsultacio kompaniad.
33 Tqveni azriT stimulirebis ra saSualebebis
gamoyeneba iqneba yvelaze efeqturi UGT-Tvis?
ewvieT UGT-is veb gverds www.ugt.ge,
daukavSirdiT UGT-is.
44.. sxva ra tipis strategia SeeZlo aerCia UGT-is.

244. ■ am Tavis Seswavlis Semdeg Tqven SeZlebT:
11.. gansazRvroT produqtis mcneba da produqtisa da momsaxurebis ZiriTadi tipebi; 22.. aRweroT kompaniebis mier
misaRebi gadawyvetilebebi individualur produqtsa da momsaxurebasTan, produqtis seriasTan da produqtis
kompleqsTan dakavSirebiT; 33.. ganixiloT brendingis strategia - kompaniebis mier brendebis Seqmnisa da misi
Semdgomi marTvis dros miRebuli gadawyvetilebebi; 44.. gansazRvroT oTxi maxasiaTebeli, romlebic gavlenas
axdenen momsaxurebis marketingze; 55.. ganixiloT produqtTan dakavSirebuli ori damatebiTi sakiiTxi.

245. produqti, momsaxureba da
brendingis strategia
axla, rodesac marketingul strategias axlos gaecaniT, Cven mogzaurobas
ganvagrZobT marketinguli kompleqsisken – kompaniebis strategiebis
danergvisaTvis saWiro marketinguli iaraRisken. am da momdevno TavSi
SeviswavliT, Tu rogor ayalibebs da marTavs kompania pro-duqts. Semdeg,
momdevno TavebSi, gadavxedavT faswarmoqmnis, distribuciisa da marketinguli
komunikaciebis sxvadasxva sakiTxebs. xSirad, produqti aris marketinguli
analizis pirveli da umTavresi nawili. kompaniebis mier individualuri
brendis, momsaxurebisa da produqtis SeTavazebis marTvis xarisxi did
gavlenas axdens maT warmatebaze bazarze . Cven, erTi SexedviT, martivi
SekiTxviT daviwyebT: ra aris produqti? rogorc mogvianebiT dar-wmundebiT,
pasuxi arc Tu ise martivia.
pirvel etapze Cven ganvixilavT kosmetikuri produqciis marketingis
magaliTs. daimaxsovreT es, erTi SexedviT, martivi kiTxva – ra aris produqti?
kosmetikis industriis magaliTi gviCvenebs, rom arc ise advilia am kiTxvaze
pasuxis gacema. marTlac, ra aris kosmetikuri produqti? kosmetikis iseTma
mwarmoeblebma rogoricaa Aveda ician,rom,rodesac qali kosmetikas yidulobs,
igi bevrad, bevrad mets iZens, vidre lamaz boTlSi Tavmoyril surnelovan
ingredientebs.
k
osmetikis mwarmoebeli kompaniebi, mTeli msoflios maStabiT, yovel wels
miliardobiT dolaris Rirebulebis losionebs, sacxebsa da sunamoebs
yidian, romelic 160 miliardi dolaris momcveli msoflio silamazis
industriis nawils warmoadgens. erTi mxriv, es produqtebi, ubralod, zeTebisa
da qimiuri saSualebebis nazavia, romlebsac sasiamovno surneli da
damamSvidebeli efeqti gaaCniaT. magram kosmetikis kompaniebma ician, rom isini
bevrad ufro mets yidian, vidre ingredientebis naerTs – isini yidian pirobas,
romelsac es koncentrati momxmarebels hpirdeba.
ra Tqma unda, iseve rogorc yvela biznesSi, kosmetikis biznesSic
produqti da misi xarisxi warmatebisa Tu warumateblobis gansamzRvrelia.
magaliTad, sunamos mwarmoeblebi acxadeben, `Tu sunamos ar eqneba surneli is
arc gaiyideba~. Tumca 180 dolaris Rirebulebis sunamos warmoeba SesaZloa
mxolod 10 dolari Rirdes. amrigad, momxmareblebisaTvis sunamos Sarms
matebs bevri ram misi ingredientebis Rirebulebis garda. iseTi sunamoebis
saxelebi, rogorebic aris Obsession, Passion, Gossip, Wildheart, Opium, Joy, White Linen,
Youth Dew, Eternity da Love, gvTavazoben, sunamoebis karg surnelze bevrad met
siamovnebas.
7
ggzzaammkkvvlleevvii || ideebis kvaldakval

246. 264 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
ras gvpirdeba kosmetika? New York Times-is qveviT moyvanili angariSis
mixedviT, kosmetika bevrad metia, vidre ubralod makiaJi.
gasul kviras mewamuli feris abazanaSi viweqi (me mjera Philosophy-is mier
damzadebuli abazanisasaqafeblis), vardisferi pudri wavisvi (5S-is mier
damzadebuli Rebirth `ganwyobis asamaRleblad da sulieri mdgomareobis
ganaxlebisaTvis~); Cemi damatenianebeli iyo Bliss-i (Aveda-s Chakra VII-i, `mxia-
ruli brwyinvaleba da amaRlebuli ganwyoba~); Cemi frCxilebis laqi Spiritual-i
iyo (Tony and Tina-gan, `dagexmarebiT Tqvens saukeTeso `me~-sTan dakavSirebaSi~),
kbilebi sufTa mqonda, guli _ Ria. kosmetikis mwarmoebelma kompaniebma imedis
uZvelesi cneba Secvales da igi boTlSi moaTavses.
`kosmetika aris Cveni Tanamgzavri RvTaebrivisaken~. magaliTad, es aris is,
risi mosmenac Tony and Tina-sgan SegiZliaT. toni da Tina (entoni gilisi da
qristina bornsteini) sasiamovno, axalgazrda xelovanebi arian. erTi lon-
donidan aris, meore ki niu-iorkSi gaizarda. frCxilebis laqi Chakra romelic
ori wlis win Seqmnes maTi ironiuli SeniSvna iyo silamazis biznesTan
dakavSirebiT. magram mogvianebiT, megobris SeTavazebis Semdeg, Tony and Tina
SeuerTda silamazis bizness da dReisaTvis isini 2 milioni dolaris
Semosavlis mqone kosmetikur kompanias floben Semdegi ganacxadiT: `adamia-
nuri cnobierebis evoluciis dasaxmareblad.~ isini awarmoeben Semdeg pro-
duqcias: frCxilebis sxvadasxva feris laqebs (Vibrational Remedies), sxeulis
brwyinvalebis saSualebebsa da Tmis saRebavebs, tuCis sacxebsa da Tvalis
Crdilebs. maTi SeZena SegiZliaT Nordstrom-Si, Fred Segal-sa da Bloomingdale-Si,
sadac gasul TveSi maT saukeTeso maCveneblebiT gayides Hard Candy da Urban
Decay. `Cven vfiqrobT, rom male ferebis Terapia axal medikamentad iqceva~, –
ambobs toni. axal xanaSi cisartyela (Rainbow) gansacvifreblad farTovdeba.
Philosophy, 3 wlis win arizonaSi Seqmnili kompania amzadebs garkveuli saxis
kosmetikur nakrebs - `TviTdaxmarebis programas~ _ saxelad Rainbow Connection.
Svidferiani abazanis surnelovani qafis metalis yuTSi Tqven 45 dolars
ixdiT. `SearCieT Tqveni abazanis surnelovani qafis feri Tqveni emociuri
cxovrebis im nawilis mixedviT romelsac yvelaze metad Wirdeba yuradReba,
magaliTad, egoizmi, TviTdafaseba.~ _ vkiTxulobT broSuraSi. `Cemi azriT, Cemi
roli gulisxmobs, Tqvens daxmarebas bedis bilikze dasarCenad. laparaki ar
aris imaze, Tu rogor gamoiyurebiT. silamazes Tqveni qmedebebi gansazRvravs~,
– ambobs Philosophy-is damaarsebeli qristina karlino.
5S, iaponuri kompania Shiseido-s filiali, gvTavazobs Zalauflebas `xuTi
miTiuri da fundamenturi mniSvnelobiT~ (islamis 5 dasayrdeni, konfucianobis
5 klasikosi da a.S.) romelic efuZneba ufro emociur, vidre fizikur
grZnobebs. 5S-is SoHo-s maRaziaSi Tqven yidulobT ara mSrali kanisaTvis
saWiro saSualebebs, aramed `mkvebav~, `gamaZlierebel~ da `RvTaebriv~
saSualebebs. kompanias ferebiT Terapiis swams, amitom misi produqcia xasxasa
vardisferSia gadawyvetili. myidveli 5S-is vardisferi sapnis, pudrisa da
toneris saSualebiT xelaxla ibadeba. am produqtebis mizani ar aris, rom
Tqven ukeTesad gamoiyurebodeT, aramed is rom ukeTesad igrZnoT Tavi,
ukeTesad imoqmedoT da ukeTes pirovnebad CamoyalibdeT. Tqveni saukeTeso
`me~-s aRmosaCenad sulac ar gWirdebaT indoeTSi erTTviani viziti: amisTvis
mxolod abazanis es surnelovani qafi, tuCis sacxi da Ramis sacxi unda
SeiZinoT. silamazis biznesis Zveli strategia (acduneT Tqveni mamakaci!)
axalma Zalam daCrdila. me aRar maqvs naoWebi. me Chakra micavs.
marTlac, Aveda-s gamoCenamde vin ra icoda Cakras Sesaxeb? 1989 wels,
mcenareul ingredientebze damzadebuli kosmetikis kompania Aveda-m sunamosa
da damatenianebeli saSualebebis saxelebis misaniWeblad, savaWro niSnad
Chakra airCia. Tumca, cota xnis win Estee Lauder kompaniis mier Aveda-s Sesyidvam
daamtkica, rom cvalebadma istoriam is sabolood aitaca. `Aveda ar aris mar-
ketinguli idea,– ambobs Estee Lauder-is vice-prezidenti janet vagneri,– es aris
vnebaze damyarebuli rwmena. Cemi azriT, pirvel rigSi, gamowveva unda iyos
gamamxnevebeli, xolo Semdeg yuradReba produqtze unda gamaxvildes.~
yovelive es SesaZloa mxolod erT did siyalbes hgavdes, magram misi
safuZveli logikuria. aseTi brendebis warmateba amtkicebs, rom produqti
bevrad metia, vidre, ubralod, fizikuri raoba. marTlac, kosmetikis SeZenisas
qali bevrad, bevrad mets yidulobs, vidre zeTebs, qimikatebsa da sunamoebs.
kosmetikis imiji, dapirebebi, pozicionireba, ingredientebi, misi saxeli da
SefuTva, kompania, romelic mas amzadebs, maRazia, romelic mas yidis – yovelive

247. TTaavvii 77 produqti, momsaxureba da brendingis strategia 265
es mTliani kosmetikuri produqtis Semadgeneli nawilebia. Aveda, Philosophy da
5S kosmetikis gayidvisas bevrad mets sTavazoben momxmarebels, vidre,
ubralod, materialur produqts. isini yidian cxovrebis stils, TviTgamoxat-
vas, gamorCeulobas da sulierebas; miRwevebs, warmatebasa da statuss; roman-
tikas, gatacebasa da fantazias; mogonebebs, imidebsa da ocnebebs.1
cxadia, kosmetika kosmetikaze bevrad metia, rodesac mas Aveda yidis. es Tavi
macdurad martivi kiTxviT iwyeba: ra aris produqti? am SekiTxvaze pasuxis
gacemis Semdeg Cven gadavxedavT produqtis klasifikaciis gzebs momxmareb-
lisa da biznes bazrebis mixedviT. Semdeg ganvixilavT marketologebis mier
miRebul mniSvnelovan gadawyvetilebebs individualur produqtTan, produq-
tis seriasTan da produqtis kompleqsTan dakavSirebiT. SevexebiT kritikulad
mniSvnelovan sakiTxs, Tu rogor ageben da marTaven marketologebi brendebs.
da bolos, ganvixilavT produqtis iseTi gansakuTrebuli formis maxasiaTeb-
lebsa da marketingul moTxovnilebebs, rogoric aris momsaxureba.
■❚ rraa aarriiss pprroodduuqqttii??
Sony-s DVD pleeri, Ford Taurus-i, dasveneba kosta-rikaze, yava moka Starbucks-Si,
Fidelity-s onlain-investiciebiT momsaxureba da ojaxis eqimis rCevebi _ yovelive
esproduqtebia. Cven ganvsazRvravT pprroodduuqqttss, rogorc raRacas, rac SeiZleba
bazars mivawodoT yuradRebis misaqcevad, SesaZenad, gamosayeneblad an
moxmarebisTvis da romelic TavisTavad, survils an saWiroebas unda akmay-
ofilebdes. produqti moicavs ufro mets, vidre realur saqonels. misi
vrceli ganmarteba aseTia: produqti moicavs fizikur obieqtebs, momsaxure-
bebs, movlenebs, adamianebs, adgilebs, organizaciebs, ideebs an am yvelafris
sxvadasxva kombinaciebs. amitom am wignSi Cven ganvixilavT termins _ pro-
duqti, rogorc zemoT CamoTvlilTagan erT-erTs an maT nazavs.
msoflio ekonomikaSi udidesi mniSvnelobis gamo, Cven gansakuTrebul
yuradRebas vuTmobT momsaxurebas. mmoommssaaxxuurreebbaa aris produqtis forma,
romelic moicavs saqmianobebs, sargeblebs an kmayofilebebs, romlebic gasayi-
dad aris SeTavazebuli. es yovelive aramaterialuria da ar warmoadgens vin-
mes sakuTrebas, magaliTad, sabanko da sastumro servisi, aviaxazebi, sacalo
vaWroba da saremonto momsaxureba. mogvianebiT momsaxurebis Temas ufro
dawvrilebiT ganvixilavT.
pprroodduuqqttii,, mmoommssaaxxuurreebbaa ddaa ggaammooccddiilleebbaa
produqti aris marketinguli SeTavazebis mTavari elementi. marketinguli kom-
pleqsis dagegmva iwyeba im SeTavazebis formulirebiT, romelic miznobriv
myidvelebs faseulobas awvdis da maT moTxovnilebebs akmayofilebs. swored
es SeTavazeba aris bazisi, romelzedac kompania myidvelebTan momgebian, myar
urTierTobebs afuZnebs.
kompaniis sabazro SeTavazeba xSirad Seicavs rogorc materialur saqo-
nels,aseve momsaxurebebs. Oorive komponenti SesaZloa iyos mTeli SeTavazebis
mcire Tu didi Semadgeneli nawili. erTi mxriv, SeTavazeba SeiZleba warmoad-
gendes wminda materialur saqonels, rogorebicaa saponi, kbilis pasta an mar-
ili, romelTac Tan ar axlavT momsaxureba. meore mxriv, SeiZleba iyos wminda
momsaxureba, rodesac SeTavazeba, upirveles yovlisa, momsaxurebas gulisxmobs.
magaliTad, eqimis mier gasinjva, finansuri momsaxureba. am or ukiduresobas
Soris, miuxedavad yvelafrisa, SesaZloa aRmovaCinoT saqonlisa da momsaxure-
bis kombinaciebi.
dRes, rodesac produqtebi da momsaxurebebi sul ufro da ufro farTod
gamoiyeneba, bevri kompania sakuTari momxmareblisaTvis axal faseulobebs
qmnis, raTa maTi SeTavazebebi gansxvavebuli iyos. maSin rodesac produqti
materialuria, xolo momsaxureba _ aramaterialuri, STabeWdileba mogonebaa,
romelic personaluria da individualuri myidvelis gonebaSi mkvidrdeba.
STabeWdileba yovelTvis mniSvnelovani iyo gasarTob industriaSi _
Disney-im Seqmna waruSleli STabeWdileba Tavisi filmebiTa da parkebiT.
miuxedavad amisa, dRes sxvadasxva kompania TavianT tradiciul saqonelsa da
pprroodduuqqttii (Product)
yvelaferi rac SeiZ-
leba bazars miewo-
dos yuradRebis mi-
saqcevad, SesaZenad,
gamosayeneblad an
moxmarebisTvis rome-
lic survils an sa-
Wiroebas akmayofi-
lebs.
mmoommssaaxxuurreebbaa (Service)
saqmianoba an sarge-
beli romelsac
erTi mxare meores
sTavazobs. aseTi
garigeba raime mate-
rialuris flobas
ar gulisxmobs.

248. gindaT donati (funTuSa)? pirvelad
ra mogdiT TavSi? xuTi wlis win,
albaT, ityodiT Dunkin’Donuts-s _ yavi-
sa da donatebis jer kidev umsxvi-
lesi msoflio qsels. magram dRes,
samxreTuli fenomeni Krispy Kreme-is
gansakuTrebuli popularobis gamo,
Tqveni pasuxi, albaT, sul sxvanairi
iqneba. Krispy Kreme-is saxelma da mis-
ma cnobilma bafTisebrma logom
mTeli qveyana da msoflio moiara.
kompania gemrieli da fumfula do-
natebiT sul ufro da ufro met
myidvels akmayofilebs.
Krispy Kreme-is wyalobiT, msoflio
donatebs sxvanairad miirTmevs. dRes
kompania da misi franCaizerebi yo-
veldRiurad 7.5 milion, yovelwliu-
rad ki 2.7 miliard donats amzade-
ben. mTeli msoflios masStabiT
arsebul Krispy Kreme-is maRaziebs
daaxloebiT 22 wuTSi SeuZliaT
imdeni donatis gamocxoba, romelTa
grovac Empire State Building-ze maRali
iqneba. yovel kviras gamomcxvari do-
natebi sakmarisia niu-iorkidan los-
anjelesamde gasaWimad. am procesSi
isini iyeneben 1.3 milion kilo
fxvnils da daaxloebiT 5 olimpiu-
ri sacurao auzis amosavsebad saWi-
ro Sokolads.
magram myidvelTaTvis Krispy Kreme-i
mxolod donati ki ara jadosnuri
momentia, rodesac is dauviwyar STa-
beWdilebas iRebs. kompania TiToeu-
li gayiduli donatiT kidev erT
bednier myidvels qmnis, romelsac
erTi suli aqvs, sanam sxvebs am gan-
cdis Sesaxeb Seatyobinebs. Tu Tqven
ar gagisinjavT fumfula, cxeli
Krispy Kreme, es imas niSnavs, rom
Tqven, ubralod, ar gicxovriaT.
Krispy Kreme-is magiuri momentebi
1933 wlidan iRebs saTaves, rodesac
verdon rudolfma kentukis Statis
qalaq paduhaSi donatebis maRazia
iyida da Krispy Kreme-is unikaluri,
fumfula _ donatis gayidva daiwyo.
1937 wels rudolfis ojaxma Tavisi
biznesi CrdiloeT karolinaSi, vin-
ston-salemSi, gadaitana. verdonma
swored aq, momxmarebelTa moTxov-
nebze sapasuxod, sacalo vaWrobis
fanjara ganaTavsa, saidanac igi
Krispy Kreme: mmaarrTTllaacc rroomm,, ttkkbbiillii ggaammooccddiilleebbaa
7.1
myidvelTaTvis Krispy Kreme-i mxolod donati ki ara jadosnuri momentia,
rodesac is dauviwyar STabeWdilebas iRebs.
momsaxurebebs sxva saxes aZleven, raTa axali STabeWdilebebi Seqmnan. magali-
Tad, restornebi bevrad met faseulobas sTavazoben momxmareblebs vidre
ubralod saWmliT momsaxurebaa. Sarbucks-is stumrebi fuls ufro metSi ixdian,
vidre, ubralod yavaSi. kompania momxmarebels sTavazobs espreso yavis
mosaduRebeli manqanebis ukan mdgom winsafrian msaxiobebs, Tbil, magram
Tanamedrove garemos, rac maT dadebiTi emociebiTa da kmayofilebiT avsebs.
Krispy Kreme-i ubralod ki ar yidis Rvezels, aramed qmnis magiur wuTebs, rom-
lis SegrZneba misi maRaziis nebismier stumars iqauri surneliT SeuZlia
(ixileT marketingi muSaobis procesSi 7.1).
266 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

249. TTaavvii 77 produqti, momsaxureba da brendingis strategia 267
axal, cxel donatebs yidda.
franCaizis saSualebiT kompaniis
gafarToebis Semdeg, rudolfma dai-
naxa yovel savaWro wertilze Krispy
Kreme-is momxmarebelTa STabeWdi-
lebiT uzrunvelyofis saWiroeba.
amitom man qarxana aaSena, romelic
yvela maRazias erTsa da imave dona-
tebis damzadebisaTvis saWiro ingre-
dientebs awvdida. man agreTve dai-
wyo iseTi sadistribucio sistemis
ganviTareba, romelic donatebis war-
moebis process avtomatur reJimSi
gadaiyvanda.
kompaniis Tanamimdevrul xaris-
xze fokusireba dResac grZeldeba.
rudolfi gulmodgined gegmavs
Krispy Kreme-is TiToeuli maRaziis
Sesaxeb gadawyvetilebas _ maRaziis
dizainiT dawyebuli, TanamSromlebis
uniformiT damTavrebuli. TiToeuli
posteri da TiToeuli niSani, mowyo-
bilobis TiToeuli nawili da fqvi-
lis, Saqris fxvnilis da karamelis
fxvnilis TiToeuli tomara Krispy
Kreme-sgan unda iyos SeZenili. amri-
gad, Krispy Kreme-is nebismier maRazia-
Si, nebismier adgilas misi TiToeuli
myidveli erTnair, jadosnur siamov-
nebas iRebs.
rogorc Cans, Krispy Kreme-is ja-
dosnuri garemo izidavs yvelas, miu-
xedavad maTi asakis, sqesis, eTniku-
robisa da socialur-ekonomikuri
mdgomareobisa. `axali maRaziis gaxs-
nis molodinSi xalxi saaTobiT
dgas rigSi. . . isini erTmaneTSi
saubroben da erTmaneTs Krispy Kreme-
is Sesaxeb sakuTar STabeWdilebebs
uziareben. . . gasaocaria, ramdeni
biznesi iciT, romlis molodinSi
xalxi saaTobiT dgas rigSi? me ara-
feri minaxavs, rac odnav mainc uax-
lovdeba siyvarulis im Zlier
grZnobas, romelsac es xalxi am
brendis mimarT ganicdis~, _ ambobs
Krispy Kreme-is maRaziaTa qselis gan-
viTarebis mTavari vice-prezidenti.
Krispy Kreme-i imdenad fokusire-
bulia Tavis mier Seqmnil STabeWdi-
lebaze, rom, realurad, sakuTari
brendis gansazRvras maRaziis STa-
beWdilebebis saSualebiT axorcie-
lebs. mis wignSi `sacalo vaWrobis
garemo~, romelic TiToeuli axali
maRaziis dizains detalurad aR-
wers, vkiTxulobT: `Cveni brendi da
myidvelebis STabeWdilebebi, es aris
yoveli CvenganisaTvis udidesi moti-
vacia. araferia imaze mniSvnelovani,
vidre am Zvirfasi monapovris dacva
da gafrTxileba. srulyofilebis,
dauRalavi simtkicisa da momxmareb-
lisa da brendis urTierTobis Camo-
yalibebis Jini _ es aris Krispy Kreme-
is warmatebis saZirkveli.~
Krispy Kreme-is Zlieri brendis
saxeli amartivebs axal bazarze
momxmareblis mizidvis process. misi
mimdevrebisaTvis es kompania TiTqmis
kults warmoadgens, amitom bevri
raionisaTvis Krispy Kreme-is Sesvla
sadResaswaulo movlenaa. oregonSi
momxmareblebi Krispy Kreme-is axali
maRaziis gaxsnas marSirebiT, orkes-
trisa da gundis TanxlebiT, Sex-
vdnen. rodesac sietlTan axali ma-
Razia gaixsna, mondomebulma myidve-
lebma trotuarze karvebi gaSales,
raTa meore dRes, dilis 5:30-ze, maRa-
ziaSi pirvelebi Sesuliyvnen. rode-
sac denverSi misi debiuti Sedga, di-
lis transportis moZraobis grafiki
ramdenime saaTis ganmavlobaSi
areul iyo.
Krispy Kreme-is saxelis cnobado-
bis uzrunvelsayofad adgilobrivi
franCaizerebi xSirad aTobiT dona-
tebiT, usasyidlod, amarageben adgi-
lobriv radiosadgurebs, an qalaqis
policiasa da saxanZro departamen-
tebs. rodesac feniqsSi axali maRa-
zia gaixsna, cnobilma samarTaldam-
cavma jo arpaiom, `amerikis yvelaze
jiutma, unamuso Serifma~, romelmac
patimrebs aiZula, vardisferi Siga-
sacvali etarebinaT, erT-erTma pir-
velma gasinja Krispy Kreme-is axali
donati. zRvis napiras satelevizio
kamerebis TandaswrebiT man mSvenieri
fraza warmoTqva: `es donatebi imde-
nad kargia, rom isini aralegaluri
unda iyos.~ stimulirebis aseTi
forma Krispy Kreme-is stilia. ugem-
rielesma donatebma garkveuli ro-
lic ki Seasrules filmSi Primary
Colors da iseT satelevizio SouebSi,
rogorebic aris Elly McBea, NYPD Blue
da Ramis Sou jei lenosTan erTad.
amrigad, Krispy Kreme bevrad ufro
metia, vidre ubralod donatebis gam-
yidveli. myidvelisaTvis igi qmnis
jadosnur wamebs, romelTa saSuale-
biT Krispy Kreme–i nebismieri adamia-
nisaTvis dauviwyari xdeba. `me mina-
xavs lurjsayeloiani muSa, orsu-
li qali, baikeri, biznesmeni da
`rols roisis~ mflobeli qali, rom-
lebic Krispy Kreme-is maRaziaSi rig-
Si idgnen da erTmaneTs didi xnis
unaxavi megobrebiviT esaubrebodnen~,
_ aRniSnavs kompaniis marketingis me-
nejeri jenifer gardneri. Krispy
Kreme–is moyvaruli jeni krami am-
bobs: `Tqven es unda gamocadoT. ami-
saTvis, es donati unda miirTvaT!~
Krispy Kreme-i bevrad metia, vidre ub-
ralod donati, es, marTlac, momxmare-
blis tkbili mogonebaa. myidvelis-
Tvis jadosnuri momentebis Seqmna
Krispy Kreme-Tvisac sakmaod momge-
biani iyo, radgan sul raRac, ori
wlis ganmavlobaSi misi gayidvebi 73
procentze metiT gaizarda.
wwyyaarrooeebbii:: Portions adapted from a case written by
Peter Attwater, student at the University of North
Carolina at Chapel Hill, April 2003. Other information
from “It’s Official: Krispy Kreme Coming to
Clackamas,” April 8, 2003, accessed online at
www.katu.com; Sarah MacDonald, “It’s a Drive-Thru
or No Go,” April 17, 2003, Daily News Transcript,
accessed online at www.neponset
valleydailynews.com; Christina Dyrness, “Hot
Technology Now,” News & Observer, April 23, 2003,
p. 1F, 3F; and information accessed online at
www.krispykreme.com/mediarelations.html, July 2003.
bevri sacalo movaWrec iyenebs STabeWdilebas. Niketown-is maRaziebi
qmnian e.w. sareklamo gazeTebs, sadac momxmarebels sTavazoben inter-
aqtivebs, dagegmil saqmianobebsa da mastimulirebel movlenebs
savaWro garemoSi. iseT maRaziebSi, rogorebicaa Sharper Image da
Brookstone, xalxi axali wesebiT TamaSobs _ isini sxedan skam-
masaJorebSi da ufro metad amiT tkbebian, vidre Tavad vaW-
robiT.2Nniu-iorkSi, Times Square-ze, Toys “R” Us-is saTamaSoebis maRaziaSi
Sesvlisas Tqven ara marto vaWrobT, aramed axal STabeWdilebebs
iRebT.3

250. ■ STabeWdilebebis marketingi:
Tqven ubralod ki ar midixarT
sayidlebze niu-iorkis Toys “R” Us-is
maRaziaSi, aramed Tqven iq iZenT
dauviwyar STabeWdilebebs.
pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss ddoonneeeebbii.. produqtis Semqmnelebs sWirdebaT pro-
duqtisa da momsaxurebis 3 donis ganxilva (ixileT suraTi 7.1). yvelaze
mniSvnelovani done aris ZiriTadi sargebeli, romelic pasuxobs kiTxvaze –
sinamdvileSi, ras yidulobs momxmarebeli? produqtis dizainis Seqmnis
procesSi mwarmoebelma, pirvel rigSi, unda gansazRvros ZiriTadi problemis
gadamWreli sargebeli, romelsac momxmarebeli eZebs. pomadis SeZenisas qali
yidulobs ufro mets, vidre, ubralod, tuCis fers: Revlon-is warmomadgenelma
Carlz revsonma es didi xnis win aRmoaCina. `qarxanaSi vamzadebT kosmetikas,
maRaziaSi ki vyidiT imeds!~ Carlz Svabi ara marto finansur momsaxurebebs
sTavazobs myidvels, aramed maTTan `finansuri ocnebebi’’-s ganxorcielebis
pirobasac debs.
meore doneze produqtis Semqmnelebi ZiriTadi sargeblidan realur pro-
duqtze gadadian. maT unda ganaviTaron produqtis da momsaxurebis
maxasiaTeblebi, dizaini, xarisxis done, brendis saxeli da SefuTva. magaliTad,
Sony-is videokamera realuri produqtia. misi saxelis, nawilebis, stilis, niSan-
Tvisebebis, SefuTvisa da sxva atributebis kombinirebiT xdeba ZiriTadi sarge-
blis miwodeba _ moxerxebuli, maRalxarisxiani saSualeba, romelsac
mniSvnelovani wuTebis aRbeWdva SeuZlia.
268 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
ssuurraaTTii 77..11
produqtis sami done

251. TTaavvii 77 produqti, momsaxureba da brendingis strategia 269
da bolos, produqtis Semqmnelebma ZiriTadi
sargeblisa da realuri produqtis bazaze gazviade-
buli produqti unda Seqmnan da amiT momxmareblebs
damatebiTi momsaxurebebi da sargebeli SesTavazon.
Sony-m myidvels ufro meti unda SesTavazos, vidre
ubralo videokamera. rodesac momxmarebeli Sony-is
videokameras yidulobs, Sony-m da misma liderebma
myidvels unda miscen garantia mis Semadgenel naw-
ilebsa da xarisxze, Tan unda daurTos videokameris
gamoyebinebis instruqciebi, saWiroebis SemTxvevaSi,
uzrunvelyon swrafi SekeTebis momsaxurebiT da
telefonis ufaso nomeriT, raTa myidveli, prob-
lemisa Tu SekiTxvis gaCenis SemTxvevaSi, maT
daukavSirdes.
momxmarebeli produqts uyurebs, rogorc sarge-
belTa kompleqts, romelic maT moTxovnilebebs
akmayofolebs. amitom, produqtis ganviTarebisas pro-
duqtis Semqmnelebma, pirvel rigSi, unda gansazRvron,
ramdenad akmayofilebs produqti momxmareblis
ZiriTad moTxovnilebebs. Semdeg maT unda Seqmnan
realuri produqti da ipovon gzebi, Tu rogor
Seqmnan iseTi sargebeli, romelic yvelaze meti
kmayofilebiT uzrunvelyofs momxmarebels.
pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss kkllaassiiffiikkaacciiaa
produqti da momsaxureba maTi momxmarebelTa
tipebis safuZvelze or ZiriTad klasad iyofa:
samomxmareblo produqcia da sawarmoo daniSnu-
lebis produqcia. aq sityva produqtSi gaerTianebu-
lia, agreTve, STabeWdilebebi, organizaciebi, adami-
anebi, adgilebi da ideebi. M
ssaammoommxxmmaarreebblloo pprroodduuqqcciiaa.. ssaammoommxxmmaarreebblloo pprroodduuqqtteebbii aris pro-
duqtebi da momsaxurebebi, romlebsac saboloo momxmarebeli per-
sonaluri gamoyenebis mizniT iZens. Cveulebriv, marketologebi aseTi
produqciisa da momsaxurebebis klasifikacias imisda mixedviT axde-
nen, Tu rogor yidulobs maT momxmarebeli. samomxmareblo produq-
cia moicavs yovedRiuri moxmarebis produqtebs, ZiriTadi moxmarebis
produqtebs, gansakuTrebul produqtebsa da pasiuri moTxovnis pro-
duqtebs. isini erTmaneTisgan gansxvavdebian momxmareblis yidvis
qcevisa da maTi bazarze miwodebis mixedviT (ixileT cxrili 7.1).
yyoovveellddRRiiuurrii mmooxxmmaarreebbiiss pprroodduuqqtteebbii aris produqtebi da mom-
saxurebebi, romelTac momxmarebeli xSirad, dauyovnebliv da mini-
maluri ZalisxmeviT yidulobs. magaliTad, saponi, tkbileuli, gazeTi
da swrafi kvebis nawarmi. Cveulebriv, yoveldRiuri moxmarebis pro-
duqtebi dabalfasiania da marketologebi maT rac SeiZleba met adg-
ilas ganalageben, raTa saWiroebis SemTxvevaSi yvela
momxmareblisTvis xelmisawvdomi iyos.
ZZiirriiTTaaddii mmooxxmmaarreebbiiss pprroodduuqqtteebbii aris samomxmareblo pro-
duqtebi, romelTac momxmarebeli arCevs da yidulobs produqtis
xarisxis, fasis, stilisa da sxva sasurveli niSan-Tvisebebis
mixedviT. aseTi produqtisa da momsaxurebis yidvaze momxmarebeli
did drosa da energias xarjavs, raTa informacia moiZios da
Sedarebebi moaxdinos. magaliTad, aveji, tansacmeli, manqanebi, sastum-
rosa da aviaxazebis momsaxurebebi. Cveulebriv, ZiriTadi moxmarebis
produqtebis marketologebi produqcias SedarebiT cota maRaziaSi
anawileben, magram amavdroulad momxmarebels saSualebas aZleven
arCevani Sedarebis Sedegad gaakeTon.
■ ZiriTadi, realuri da gazviadebuli produqti: mom-
xmarebeli aRiqvavs Sony-is am kameras, rogorc arama-
terialuri maxasiaTeblebisa da momsaxurebis rTul
narevs.
ssaammoommxxmmaarreebblloo pprroo--
dduuqqcciiaa (Consumer
product)
produqtebi da mom-
saxurebebi, romle-
bic saboloo momx-
marebelma persona-
luri gamoyenebis
mizniT SeiZina
yyoovveellddRRiiuurrii
mmooxxmmaarreebbiiss pprroodduuqqttii
(Convenience product)
samomxmareblo pro-
ducqia, romelTac
momxmarebeli xSi-
rad, dauyovnebliv
da minimaluri Za-
lisxmeviT yidulobs
ZZiirriiTTaaddii mmooxxmmaarreebbiiss
pprroodduuqqttii (Shopping
product)
samomxmareblo pro-
duqti, romelsac
momxmarebeli arCevs
da yidulobs pro-
duqtis xarisxis, fa-
sis, stilisa da sxva
sasurveli niSan-
Tvisebebis mixedviT.

252. ggaannssaakkuuTTrreebbuullii pprroodduuqqtteebbii aris unikaluri maxasiaTeblebis an brendis
mqone produqtebi, romelTa SesaZenad myidvelTa garkveuli jgufi
gansakuTrebul interess iCens. magaliTad, gansakuTrebuli brendebi, feraris
markis avtomobilebi, maRalfasiani fotodanadgarebi, dizainerebis mier
Sekerili samosi, medicinisa da samarTlis specialistebis momsaxureba.
Cveulebriv, myidvelebi gansakuTrebul produqtebs erTmaneTs ar adareben.
isini amaze mxolod im dros xarjaven, romelic dilers saWiro produqtis
motanisaTvis sWirdeba.
ppaassiiuurrii mmooTTxxoovvnniiss pprroodduuqqtteebbii aris samomxmareblo produqcia, romelTa
Sesaxebac myidvelebma an ar ician araferi an ician, magram maT SeZenaze nakle-
bad fiqroben. inovaciaTa umravlesoba myidvelisaTvis SeumCneveli rCeba, sanam
maT reklamas ar naxaven. cnobili, magram pasiuri moTxovnis produqtebis
klasikuri magaliTebia: sicocxlis dazRveva, sasaflaos nakveTi, sisxlis
donoroba wiTeli jvrisTvis. TavianTi mravalferovnebis gamo, pasiuri
moTxovnis es produqtebi didi raodenobis reklamas, personalur gayidvasa da
sxva marketingul Zalisxmevas saWiroeben.
ssaawwaarrmmoooo ddaanniiSSnnuulleebbiiss pprroodduuqqcciiaa.. ssaawwaarrmmoooo ddaanniiSSnnuulleebbiiss pprroodduuqqtteebbii aris
produqtebi,romelTac organizaciebi an individualuri myidvelebi Seisyidian
Semdgomi gadamuSavebis an biznesSi gamoyenebis mizniT. amdenad, gansxvaveba
samomxmareblo produqtsa da sawarmoo daniSnulebis produqts Soris
emyareba produqciis Sesyidvis mizans. Tu momxmarebeli gazonis saWrel man-
qanas saxlisaTvis yidulobs, igi samomxmareblo produqtia; magram Tu igive
momxmarebeli imave manqanas salandSafto biznesisaTvis yidulobs, maSin igi
sawarmoo daniSnulebis produqts warmoadgens.
sawarmoo daniSnulebis produqti moicavs sam ZiriTad jgufs: masalebsa
da nawilebs,ZiriTad saSualebebs,maragebsa da momsaxurebebs. masalebi da naw-
ilebi Seicavs nedleulsa da warmoebul masalebs. nedleuli Sedgeba agro-
produqtebisagan (xorbali, bamba, Sinauri cxovelebi, xili, bostneuli) da bune-
brivi produqtebisagan (Tevzeuli, cxvris xorci, gadaumuSavebeli navTobi,
rkinis madani). warmoebuli masala da nawilebi Sedgeba komponenturi
270 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
ccxxrriillii 77..11 Msamomxmareblo produqciasTan dakavSirebuli marketinguli sakiTxebi
ssaammoommxxmmaarreebblloo pprroodduuqqcciiiiss ttiippeebbii
mmaarrkkeettiinngguullii yyoovveellddRRiiuurrii ZZiirriiTTaaddii ggaannssaakkuuTTrreebbuullii ppaassiiuurrii
ssaakkiiTTxxeebbii mmooxxmmaarreebbiiss mmooxxmmaarreebbiiss pprroodduuqqtteebbii mmooTTxxoovvnniiss
pprroodduuqqtteebbii pprroodduuqqtteebbii pprroodduuqqtteebbii
momxmareblis xSiri Sesyidva, naklebad xSiri Zlieri brendisadmi produqtis mcire
qceva minimaluri dagegmva, Sesyidva, meti dageg- upiratesobis miniWeba cnobadoba da codna
produqtebis erTmaneT- mva da Zalisxmeva. da loialurobis (codnis SemTxvevaSi
TTan minimaluri Seda- brendebis Sedareba grZnoba. gansakuTrebu- patara an negatiuri
reba, manimaluri fasis, xarisxis, li yidvis Zalisxmeva, interesi)
Zalisxmeva stilis mixedviT minimaluri brendebis
Sedareba, fasebze nak-
lebad mgrZnobiare
fasi dabali fasi SedarebiT maRali maRali fasi cvalebadi
fasi
distribucia farTo, intensiuri SerCeviTi distribucia eqskluziuri distribu- cvalebadi
mosaxerxebeli SedarebiT nakleb cia erT an ramdenime
adgilebi maRaziebSi maRaziaSi
stimulireba masiuri stimulireba reklamireba da perso- ufro frTxilad gamiz- agresiuli reklami-
mwarmoeblis mier naluri gayidva mwar- nuli stimulireba mwar- reba da personaluri
moeblis da gadamyidve- moeblisa da gadamyidve- marketingi mwarmoeb-
lis mier lis mier lisa da gadamyidve-
lis mier
magaliTebi kbilis pasta, Jurna- televizori, aveji, fufunebis saqoneli, sicocxlis dazRve-
li, sarecxi fxvnili Casacmeli rogoricaa Rolex-is va,wiTeli jvrisTvis
saaTi sisxlis donoroba
ggaannssaakkuuTTrreebbuullii
pprroodduuqqttii (Specialty
product)
samomxmareblo pro-
duqti, romelsac uni-
kaluri maxasiaTeb-
lebi an brendi aqvs,
romlis SesaZenad
myidvelTa garkveuli
jgufi gansakuTre-
bul interess iCens.
ppaassiiuurrii mmooTTxxoovvnniiss
pprroodduuqqttii (Unsought
product)
samomxmareblo pro-
duqti, romelis Sesa-
xebac myidvelebma an
ar ician araferi an
ician, magram mis SeZe-
naze naklebad fiqro-
ben.
ssaawwaarrmmoooo ddaanniiSSnnuu--
lleebbiiss pprroodduuqqttii
(Industrial product)
aris produqti, ro-
melsac organizacie-
bi an individualuri
momxmareblebi Seisyi-
dian Semdgomi gadamu-
Savebis an biznesSi
gamoyenebis mizniT

253. TTaavvii 77 produqti, momsaxureba da brendingis strategia 271
masalebisagan (rkina, Zafebi, cementi,
mavTulebi) da komponenturi nawilebis-
agan (Zravebi, saburavebi da a.S.). warmoe-
buli masalis umravlesoba pirdapir
sawarmoo momxmarebelze iyideba. am Sem-
TxvevaSi fasi da momsaxureba mTavari
marketinguli faqtorebia amitom brendi
da reklama naklebad mniSvnelovania.
ZiriTadi saSualebebi sawarmoo
daniSnulebis produqtebia, romlebic
xels uwyoben myidvelis produqciis
warmoebasa da operaciebs. igi moicavs
sawarmoo simZlavreebsa da damxmare mow-
yobilobebs. sawarmoo simZlavreebi Sed-
geba Senobebisa (fabrika-qarxnebi, ofise-
bi) da fiqsirebuli mowyobilobebisagan
(generatorebi, burRebi, didi kompi-
uteruli sistemebi, liftebi, dazgebi da
a.S.). damxmare mowyobilobebi moicavs
portatul danadgarebsa da samuSao
iaraRebs (xelis iaraRebi, avtomtvirTa-
vebi da sxva) da saofise mowyobilobas (kompiuterebi, faqsebi, saweri magidebi).
isini naklebad gamZlea, vidre sawarmoo saSualebebi da, ubralod, warmoebis
process uwyoben xels.
biznesproduqtebis bolo jgufia momarageba da momsaxureba. momarageba
aerTianebs operatiul maragebs (sapoxi masala, qvanaxSiri, qaRaldi, fanqrebi)
da SesakeTebel da saremento sagnebs (saRebavebi, lursmnebi, cocxebi). maragi
aris sawarmoo sferos xelsayreli produqtebis erToblioba, radgan mis
Sesyidvas minimaluri Zalisxmeva sWirdeba. biznesmomsaxurebebi moicavs sare-
monto da SesakeTebel momsaxurebebs (fanjrebis gawmenda, kompiuteris
SekeTeba da a.S.) da biznessakonsultacio momsaxurebebs (iuridiuli, menej-
ment-konsaltingi, sareklamo da sxva). aseTi momsaxurebis SeZena konqtraqtis
safuZvelze xdeba. magaliTad, Aramark-i sTavazobs yvelafers, dawyebuli
sakvebiT, damTavrebuli saxlisaTvis saWiro nivTebiT, TeTreuliT, saofise
momsaxurebiT, manqana-danadgarebis SekeTebiT, mowyobilobebiTa da momaragebis
jaWvis marTviT.
oorrggaanniizzaacciieebbii,, aaddaammiiaanneebbii,, aaddggiilleebbii ddaa iiddeeeebbii.. bolo wlebSi marketologebma
produqtis cneba ganavrces da dRes igi, materialur produqtebTan da
momsaxurebasTan erTad, organizaciebs, adamianebs, adgilebsa da ideebsac
moicavs.
organizaciebi xSirad axorcieleben saqmianobebs, raTa Semdgom TviT
organizacia `gayidon~. organizaciis marketingi Sedgeba saqmianobisgan, rom-
lis mizania, Seqmnas, SeinarCunos an Secvalos miznobrivi momxamreblebis
damokidebuleba da qmedeba organizaciisadmi. rogorc mogebaze orientire-
buli, aseve arakomerciuli organizaciebi qmnian organizaciis marketings. biz-
nesfirmebi sazogadoebriv urTierTobebsa da korporaciul sareklamo kam-
paniebs uweven sponsorobas, raTa kargi imiji Seiqmnan. korparaciuli imijis
reklama ZiriTadi iaraRia, romelsac kompania sxvadasxva bazarze Tavisi pro-
duqtis gasatanad iyenebs. magaliTad, Lucent-i aqveynebs reklamas Semdegi
teqstiT: `Cven vqmniT imas, rac xels uwyobs komunikacias’’. IBM-s surs, Seqmnas
kompania, romlis mizani `biznesproblemebis gadaWra~ iqneba. maT msgavsad,
arakomerciul organizaciebs, rogorebicaa eklesiebi, kolejebi, saqvelmoqmedo
organizaciebi, muzeumebi da samsaxiobo xelovnebis jgufebi, TavianTi organi-
zaciebi bazarze gaaqvT, raTa fondebi moizidon da wevrebisa Tu sponsorebis
yuradReba miizidon.
produqtad SeiZleba adamianic ganixilebodes. adamianis marketingi
Sedgeba im saqmianobisagan, romlis mizania Seqmnas, xeli Seuwyos an Secvalos
damokidebuleba Tu qmedeba calkeuli adamianebisadmi. yvela adamiani Tu
organizacia personalur marketings awarmoebs. dRes prezidentebs bazarze
gaaqvT sakuTari Tavi, sakuTari partiebi da politikuri platformebi, raTa
miiRon xmaTa saWiro raodenoba da xalxis mxardaWera. xelovnebisa Tu
■ biznes momsaxurebebi: Aramark sTavazobs yvelafers, dawyebuli sak-
vebiT, damTavrebuli saxlisaTvis saWiro nivTebiT, TeTreuliT, saofi-
se momsaxurebiT, manqana-danadgarebis SekeTebiT, mowyobilobebiTa da
momaragebis jaWvis marTviT.

254. sportis warmomadgenlebi marketings iyeneben,
raTa sakuTari kariera gaaumjobeson da Ta-
vianTi gavlena da Semosavali gazardon. iseTi
profesionalebi, rogorebic arian eqimebi,
iuristebi, buRalterebi da arqiteqtorebi,
TavianT Tavs bazarze waradgenen, raTa reputa-
cia Seiqmnan da sakuTari biznesi gazardon.
personalur marketings agreTve aqtiurad
iyeneben biznesebi, saqvelmoqmedo organizaciebi
Tu religiuri jgufebi. xSirad, cnobil
adamianebTan urTierToba da saqmianoba am
organizaciebs TavianTi miznebis ukeT
miRwevaSi exmareba. amitomaa, rom aTobiT
sxvadasxva kompania, rogorebicaa – Nike, Target,
Buick, American Express, Disney da Titleist – golfis
supervarskvlav Taiger vudsTan urTierTobaSi
weliwadSi 100 milion dolarze mets ixdian.4
adgilis marketingi moicavs saqmianobas,
romlis mizania, Seqmnas, xeli Seuwyos an
Secvalos damokidebuleba da qmedeba cal-
keuli adgilebisadmi. qalaqebi, saxelmwifoebi,
regionebi da TviT erebic ki erTmaneTs epaeqre-
bian, raTa miizidon turistebi, axali macxovre-
blebi, kompaniebis ofisebi da fabrika-qarxnebi.
magaliTad, texasi aqveynebs aseT reklamas:
`aqauroba sxva mTeli saxelmwifos tolfasia~;
niu-iorki sajarod gahyviris: `me miyvars niu-
iorki~;5 miCigani acxadebs `didi tbebi _ dauvi-
wyari dro~ turistebis misazidad, xolo `didi
tbebi _ bevri samuSao adgili~ adgilobrivi
macxovreblebis mosaxiblad da `didi tbebi _
uzarmazari farTobi~ biznesebis dasainterese-
blad. irlandiis ganviTarebis saagentom 1,200
kompania miizida, romlebic mzad arian,
irlandiaSi TavianTi mcenareebi moaSenon. imav-
droulad, irlandiis turistulma sabWom mzardi turistuli biznesi Semdegi
reklamis saSualebiT Seqmna: `icxovre sxva cxovrebiT _ megobrulad, lamazad
da dauZabavad~. irlandiis saeqsporto sabWom ki irlandieli eqspor-
tiorebisaTvis mimzidveli bazrebi Seqmna.6
bazarze ideebis gatanac aris SesaZlebeli. erTi SexedviT, mTlianad mar-
ketingi ideis marketingia, iqneba es kbilebis gaxexvis zogadi idea Tu speci-
fikuri idea, rom Crest-is kbilis pasta `yoveldRiur Rimils~ uwyobs xels.
magram, am SemTxvevaSi ZiriTadi fokusireba socialuri ideebis marketingze
xdeba. am sferos daerqva ssoocciiaalluurrii mmaarrkkeettiinnggii, rac socialuri marketingis
institutis ganmartebiT, komerciuli marketingis koncefciebisa da iaraRebis
gamoyenebaa, sakuTari da mTeli sazogadoebis yofis gasaumjobeseblad da
calkeul individTa saqcielze zegavlenis mosaxdenad.7
socialuri marketinguli programebi axorcielebs sazogadoebriv
gamajansaRebel kampaniebs, raTa Semcirdes mwevelTa, alkoholuri sas-
melebisadmi midrekilTa, narkomanTa da WarbwonianTa ricxvi. sxva socialuri
marketinguli saqmianobebi mimarTulia garemos dacvisken, raTa xeli
SeuSalon bunebis dabinZurebas da sufTa haeri SeinarCunon. danarCenebi
zrunaven ojaxebze, adamianTa uflebebze, rasobriv Tanasworobaze. amerikis
sareklamo sakonsulom ganaxorciela aTobiT sareklamo kampania, romlebic
exeboda jandacvas, ganaTlebasa da garemos dacvas (ixileT marketingi
muSaobis procesSi 7.2).
magram socialuri marketingi ufro mets gulisxmobs, vidre, ubralod,
reklamas. socialuri marketingis instituti marketinguli saSualebebis
ufro farTod gamoyenebisaken mogviwodebs. `socialuri marketingi aWarbebs
marketinguli kompleqsis erT-erT elements _ stimulirebas da moicavs yvela
danarCens, raTa socialur cvlilebebi miRweul iqnas~, _ acxadebs socialuri
marketinguli institutis aRmasrulebeli direqtori.8
272 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
■ korparaciuli imijis reklama ZiriTadi iaraRia, romelsac
kompania sxvadasxva bazarze Tavisi produqtis gasatanad
iyenebs.
ssoocciiaalluurrii mmaarrkkee--
ttiinnggii (Social
marketing)
miznobriv jgufze
gaTvlili programis
Seqmna, Sesruleba da
kontroli maTive so-
cialuri ideis, mize-
zisa da gamocdile-
bis gasaziareblad.

255. TTaavvii 77 produqti, momsaxureba da brendingis strategia 273
rogor mogwonT yvelasTvis nacnobi
es frazebi? `megobrebi TavianT me-
gobrebs arasodes aZleven saSuale-
bas, saWes nasvam mdgomareobaSi mius-
xdnen~, `mxolod Tqven SegiZliaT
SeewinaaRmdegoT tyeSi gaCenil xan-
Zars~ `gonebis dakargva yvelaze di-
di ubedurebaa~, `me amerikeli var~.
gavixsenoT CvenTvis kargad cnobili
gmirebi: Smokey Bear, Rosie the Riveter, the
Crash Test Dummies da McGruff the Crime
Dog. ra saerTo aqvs yvela am fraza-
sa da personaJs erTmaneTTan? Ti-
Toeuli maTgani arakomerciuli or-
ganizaciis, Ad Council-is, mier Seiqmna,
romelsac sazogadoebaSi dadebiTi
cvlilebebis Sesaqmnelad reklamis
gamoyenebis xangrZlivi istoria aqvs.
Ad Council 1942 wels Camoyalibda,
swored im periodSi, rodesac xalxi
gansakuTrebiT cinikurad iyo gan-
wyobili reklamisadmi da im fuli-
sadmi, romelic reklamis dadebiTi
mxareebis warmoCenaSi ixarjeboda.
misi misiaa: `mniSvnelovani sazoga-
doebrivi sakiTxebis identificireba
da am sakiTxebTan dakavSirebul moq-
medebaTa stimulireba komunikaciuri
programebis saSualebiT.~ aqedan ga-
momdinare, Ad Council-i muSaobs imisa-
Tvis, raTa sareklamo saagentoebi
(romlebic TavianT dros swiraven),
sponsorebi (romlebic TavianT
fuls swiraven) da media (romelic
sareklamo drosa da sivrces swi-
ravs) daakavSiros arakomerciul
organizaciebsa da samTavrobo saa-
gentoebTan, romelTac mastimulire-
beli Zala sWirdebaT.
am gaerTianebuli wamaxalisebeli
Zalisxmevis meSveobiT Ad Council-ma
sazogadoebrivi momsaxurebis sakiT-
xebze aTasobiT kampania Camoayaliba
iseT sakiTxebze, rogorebicaa bav-
Svebis cxovreba, janmrTeloba, ga-
naTlebis gaumjobeseba, sazogadoe-
brivi keTildReoba, garemos dacva,
piradi usafrTxoeba da ojaxebis
gamyareba. am kampaniebis meSveobiT
Seiqmna ara mxolod momxibvleli
sloganebi, aramed xeli Seewyo dade-
biT da grZelvadian socialur
cvlilebebs. Ad Council-is kampaniebma
bevr sakiTxTan dakavSirebiT mniS-
vnelovan Sedegebs miaRwies:
■ buneba: Smokey Bear-i, romelic 1944
wels daarsda, bavSvebsa da mozar-
debs asanTiT TamaSs, koconis Cauq-
roblad datovebas ukrZalavda, da
wylisa da niCabis axlos qonas
urCevda. kampaniis dawyebidan
xanZris Sedegad dakarguli tyis
nakveTebis raodenoba 22 milion-
idan 4 milionamde Semcirda.
■ ganaTleba: Ad Council-i SeuerTda
sareklamo saagento - Young &
Rubicam-s, raTa kampaniisaTvis saWi-
ro saerTo Setyobineba Seeqmna:
`gonebis dakargva yvelaze didi
ubedurebaa.~ dResdReobiT kampa-
Ad Council: rreekkllaammaa yyvveellaass ssaakkeeTTiillddRReeoodd
7.2
gagrZeleba ix. gv. 232
Ad Council-ma sazogadoebrivi momsaxurebis sakiTxebze aTasobiT kampania
Camoayaliba.
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

256. 274 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
niam, romelic daarsebidan ukve
ocdameaTe wels iTvlis, United
Negro College-s 1.9 miliard dolarze
meti gadasca da 300,000-ze met stu-
dents kolejis damTavrebaSi daex-
mara.
■ janmrTeloba: 1940-ian wlebSi Ad
Council-is kampania amerikelebs mou-
wodebda, gamoeyenebinaT poliomie-
litis sawinaaRmdego vaqcina, rom-
lis gayidvac im periodSi arc Tu
ise ioli saqme iyo, radgan vaqcina-
cia mkurnalobis sami arasasiamov-
no etapisgan Sedgeboda. dRes am
qveyanaSi poliomieliti arc ki
axsendebaT.
■ danaSaulis Seswavla da aRkveTa:
1978 wels, National Crime Prevention
Council-Tan da sareklamo firma
Saatchi & Saatchi-sTan erTad, Ad
Council-ma Seqmna personaJi McGruff
the Crime Dog-i. mas Semdeg McGruff-ma
bavSvebsa da mozardebs erTgvari
gakveTilebi Cautara, raTa maT gae-
goT, ra aris danaSauli da rogor
unda SeuSalon xeli mis warmoSo-
bas. misi slogani ki aseTi iyo:
`wvlili SeitaneT danaSaulis
aRmofxvraSi~. 2000 wels Catare-
bulma kvlevam aCvena, rom amerike-
li bavSvebis 92% aTviTcnobierebs
kampaniis mier SemoTavazebul
rCevebs da isini Tavs usafrTxod
grZnoben. 1989-1990 wlebSi McGruff
the Crime Dog-is popularoba mxo-
lod Mickey Mouse-ma daCrdila.
■ usafrTxoebis Rvedis gamoyeneba:
rodesac 1985 wels Vince&Larry-m
ubeduri avtoSemTxvevis testire-
bisas manqanis saqare minidan `gamo-
frenili~ manekeni satelevizio
qseliT pirvelad uCvena, usafrTxoe-
bis qamrebs mosaxleobis mxolod
21% iyenebda, xolo Statebis
umravlesobas maTi savaldebulo
gamoyeneba dakanonebuli arc ki
hqonda. kampaniis Semdeg Statebis
umetesobam miiRo es kanoni, usaf-
rTxoebis zRvedebis gamoyenebis
procentuli maCvenebeli ki 21%-dan
73%-mde gaizarda, risi wyalobi-
Tac daaxloebiT 85,000 adamiani
sikvdils gadaurCa.
■ manqanis marTva arafxizel mdgo-
mareobaSi: Ad Council-is mier manqa-
nis arafxizel mdgomareobaSi mar-
Tvis winaaRmdeg kampaniis warmoebis
Semdeg Zveli gamonaTqvami `kidev
erTi msxverpli gzaze~ Seicvala
SemdegiT: `megobrebi saSualebas
ar aZleven megobrebs, manqana araf-
xizel mdgomareobaSi marTon.~ ame-
rikelTa 68% acxadebs, rom maT pi-
radad SeuCerebiaT adamianebi, rom-
lebic nasvam mdgomareobaSi saWis
marTvas apirebdnen.
■ socialuri sakiTxebi: Ad Council-is
mentoruli kampaniis dawyebidan
pirveli 18 Tvis ganmavlobaSi 6000-ze
met bavSvs daeniSna aRmzrdeli.
sazogadoebis aRqma bavSvebis mi-
marT cudi damokidebulebis Sesa-
xeb procentulad 1970-iani wle-
bidan 10%-idan dRemde 90%-s miaR-
wia. organizacia Prevent Child Abuse
America-s xelmZRvanelis TqmiT,
`rodesac Cven es kampania daviwyeT,
sazogadoebis mier am Temis gacno-
bierebis done Zalian dabali iyo.
magram Ad Council-Tan Cvenma partni-
orobam gamoaaSkarava da aRmofx-
vra bavSvebisadmi cudi damokide-
bulebisa da maTze zewolis faqtebi.~
Ad Council-ma uzarmazari mxardaWe-
ra gauwia socialuri marketingis
misias. mediis 28,000 warmomadgenelma
mas ufaso sareklamo farTi da dro
dauTmo. asobiT socialurma korpo-
raciam, fondma da individma ki fon-
debi Camoayaliba. iseTi didi sarek-
lamo saagentoebi, rogorebicaa
J.Walter Thomson, Young and Rubicam, BBDO,
Doyle Dane Bernbach, Foote, Cone&Belding
da Marstellar, mTel TavianT energias
Ad Council-is kampaniaTa warmoebas
axarjaven. da rogorc Cans, isini
amas marTlac Zalian kargad arTme-
ven Tavs. magaliTad, Marstellar-is kampa-
nia `SevinarCunoT amerikis silama-
ze~ Tavisi sloganiT _ `dabinZure-
bis saTave xalxia da masve SeuZlia
amisTvis wertilis dasma~ _ isto-
riaSi erT-erTi yvelaze aRsaniSnavi
kampaniaa. man saukunis `reklamis
epoqis~ CamonaTvalis aseulSi or-
mocdameaTe adgili daikava, xolo
Foote-isa da Cone & Belding-is Smokey
Bear-is saerTo kampaniam `mxolod
Tqven SegiZliaT xeli SeuSaloT
tyeSi xanZris gaCenas~ _ 26-e adgili.
Ad Council-ma socialuri marketin-
gis kampaniebma xeli Seuwyo sarek-
lamo industriis efeqtur da sasur-
veli mxaris gamoaSkaravebas. man
daamtkica, rom reklamis gamoyeneba
kargis misaRwevadac SeiZleba da
rom misi warmateba sxva socialuri
marketingis Zalisxmevas warmoSobs.
arakomerciuli jgufebi, rogoricaa
Partnership for a Drug free America, dama-
tebiT sazogadoebriv momsaxurebebs
awarmoeben. satelevizio qselebi ax-
la TavianT varskvlavebs Rirseuli
saqmeebis stimulirebisaTvis iyeneben
(magaliTad, NBC-is seria `rac ufro
meti ici.~). `Ad Council iyo modeli,
romelmac daamtkica, rom mas
SeuZlia muSaoba~, _ ambobs Ad Council-
is yofili prezidenti rut vudeni.
reklama erTgvari biZgia produqte-
bisaTvis; is adamianis sicocxles
aumjobesebs da sikvdilisganac ki
ixsnis.
wwyyaarrooeebbii:: See Bob Garfield, “Inspiration and Urge-to-
Serve Mark the Best of theAd Council,” AdvertisingAge,
April 29, 2002, pp. c2–c20; and MEDIAWEEK Special
Advertising Section, June 10, 2002. Portions adapted from
“TheAdvertising Council,” accessed at
www.adcouncil.org/about/, July 2003.
■❚ ggaaddaawwyyvveettiilleebbeebbii pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss SSeessaaxxeebb
produqtisa da momsaxurebis Sesaxeb gadawyvetilebas marketologebi sam do-
neze axorcieleben: pirvel etapze gadawyvetilebebs iReben individualuri
produqtis, Semdgom produqciis seriisa da bolos, produqtis kompleqsis
Sesaxeb. ganvixiloT TiToeuli maTgani.
ggaaddaawwyyvveettiilleebbeebbii iinnddiivviidduuaalluurrii pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss SSeessaaxxeebb
suraTi 7.2 gviCvenebs individualuri produqtisa da momsaxurebis ganviTa-
rebasa da marketingTan dakavSirebul mniSvnelovan gadawyvetilebebs. Cven
yuradRebas im gadawyvetilebebze gavamaxvilebT, romlebic Seexeba produqtis
maxasiaTeblebs, brendings, SefuTvas, etiketsa da produqtis mxardamWer mom-
saxurebebs.
pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss mmaaxxaassiiaaTTeebblleebbii.. produqtisa Tu momsaxurebis
Seqmna moicavs im sargebelTa gansazRvras, romlebsac produqti Tu momsax-

257. TTaavvii 77 produqti, momsaxureba da brendingis strategia 275
ureba sTavazobs myidvels. am sargeblis gadmocema xdeba iseTi maxasiaTeb-
lebis meSveobiT, rogorebicaa produqtis xarisxi, niSan-Tvisebebi, stili da
dizaini.
pprroodduuqqttiiss xxaarriissxxii.. pprroodduuqqttiiss xxaarriissxxii aris pozicionirebis erT-erTi
umTavresi saSualeba. igi myidvelis kmayofilebaze pirdapir zegavlenas
axdens, ase rom mas produqtisa da momsaxurebis warmatebasTan mWidro kavSiri
aqvs. mokled rom iTqvas, xarisxi ganisazRvreba rogorc `naklovanebisagan
Tavisufali~. Tumca, bevri myidvelze orientirebuli kompania mocemul
gansazRvrebas ugulebelyofs da xarisxs momxmareblis kmayofilebad ganmar-
tavs. amerikis xarisxis sazogadoeba (American Society for Quality) ki mas aRiqvams
rogorc produqtisa da momsaxurebis maxasiaTebel niSans,romlis mizani momx-
mareblis moTxovnilebebis ukeT dakmayofilebaa. Siemens-i xarisxs
Semdegnairad gansazRvravs: `xarisxi aris is, rodesac Cveni momxmarebeli ukan
brundeba sayidlebisTvis, gayiduli produqti ki ar brundeba.~9 aseTi myid-
velze orientirebuli gansazRvrebebi xazs usvams imas, rom xarisxi iwyeba
momxmareblis saWiroebebiT da sruldeba momxmareblis kmayofilebiT.
xarisxis sruli marTva (TQM) aris midgoma, romelSic CarTulia kompaniis
mTeli personali produqtis, momsaxurebisa da biznesprocesebis xarisxis
gaumjobesebis mizniT. bolo ori aTwleulis manZilze xarisxis sruli marTva
Zlier daexmara did Tu patara kompaniebs bazris wilis gazrdasa da mogebis
maCvenebelis gaumjobesebaSi. miuxedavad amisa, axlaxan xarisxis sruli marTva
kritikis obieqtad iqca sxvadasxva garemoebebisda gamo. Zalian bevri kompania
xarisxis sruli marTvis arasrulfasovan programebs qmnida, zogi ki mis
principebs Zalian viwrod gansazRvravda da momxmareblis faseulobasa da
kmayofilebas ar ukavSirebda. amis Sedegad, bevrma aseTma programebma kraxi
ganicada,ramac xarisxis sruli marTvisadmi uaryofiTi damokidebuleba gamoi-
wvia.
momxmareblis kmayofilebisaTvis xarisxis principebi warmatebis miRwevis
aucilebeli pirobaa. miuxedavad imis,rom bevri firma xarisxis sruli marTvis
midgomas oficialurad ar iyenebs, mravali prestiJuli kompaniisaTvis myid-
velze orientirebuli xarisxi biznesis keTebis mTavari saSualeba gaxda.10
produqtis xarisxs ori ganzomileba gaaCnia – done da Tanamimdevruloba.
produqtis ganviTarebisas marketologma, pirvel rigSi, xarisxis done unda
gansazRvros, rac mas miznobriv bazarze produqtis poziciis damkvidrebaSi
daexmareba. aq produqtis xarisxi niSnavs produqtis funqcionirebis xarisxs,
anu produqtis unars, Seasrulos Tavisi daniSnulebebi. magaliTad, Rolls-Royce-
is funqcionirebis xarisxi ufro maRalia, vidre Chevrolet-is _ is ufro msub-
uqad dadis, ukeTesi samarTavia da ufro metxans Zlebs. magram kompaniebi
iSviaTad cdiloben, bazars umaRlesi donis xarisxi SesTavazon, radgan
momxmarebelTa mxolod Zalian mcire raodenobas SeuZlia SeiZinos iseTi
maRalxarisxiani produqti, rogorsac Rolls-Royce-is avtomobili, Sub-Zero-s maci-
vari, an Rolex-is majis saaTi sTavazobs. piriqiT, kompaniebi irCeven xarisxis
dones, romelic miznobrivi bazris saWiroebebsa da konkurenti produqtebis
xarisxis dones emTxveva.
garda xarisxis donisa, maRali xarisxi SeiZleba xarisxis
Tanamimdevrullobis maRal donesac niSnavdes. am SemTxvevaSi, produqtis
xarisxi niSnavs produqtis naklovanebisagan Tavisuflebas da funqcionirebis
gamiznuli donis mudmivobas. yvela kompaniam Sesabamisi xarisxis maRali
donisaTvis unda ibrZolos. am mxriv, Chevrolet-is xarisxi Rolls-Royce-is xarisxis
tolfasia, Tumca pirveli funqciurad meores jobia, meores SeuZlia im
xarisxis SenarCuneba, romelSic myidveli fuls ixdis da romelsac igi misgan
moelis.
dRes bevrma kompaniam myidvelze orientirebuli xarisxi Zlier strate-
giul iaraRad aqcia.
ssuurraaTTii 77..22
gadawyvetilebebi
individualuri pro-
duqtis Sesaxeb
pprroodduuqqttiiss xxaarriissxxii
(Product quality)
produqtis SesaZleb-
loba Seasrulos
Tavisi funqciebi. is
moicavs: produqtis
gamZleobas, saimedo-
obas, sizustes, funq-
cionirebas, SekeTebis
simartives da sxva
mniSvnelovan atri-
butebs.

258. 276 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
pprroodduuqqttiiss nniiSSaann--TTvviisseebbeebbii.. produqtis SeTavazeba mravalferovani niSan-
TvisebiT aris SesaZlebeli. martivi modeli, yovelgvari danamatis gareSe, aris
sawyisi wertili. amis Semdeg kompanias SeuZlia maRali donis modelebi
Seqmnas sxvadasxva niSan-Tvisebebis damatebiT. niSan-Tviseba aris is konkuren-
tuli saSuleba, romelic am kompaniis produqts konkurenti produqtisagan
ganasxvavebs. konkurenciis gawevis erT-erTi yvelaze mniSvnelovani gzaa, gaxde
pirveli mwarmoebeli saWiro da faseuli axali niSan-Tvisebebis matarebeli
produqtebis.
rogor unda gansazRvros kompaniam axali niSan-Tvisebebi da rogor unda
gadawyvitos, Tu romeli daamatos Tavis produqts? kompaniam periodulad
Tavisi produqtebis myidvelTa gamokiTxvebi unda Caataros da maT sxvadasxva
SekiTxvebi dausvas. magaliTad, Tu rogor moswonT maT produqti? produqtis
romeli specifikuri niSan-Tviseba moswonT yvelaze metad? ra saxis niSan-
Tvisebis damateba SeiZleba produqtis gasaumjobeseblad? am SekiTxvebze
pasuxebi kompanias niSan-TvisebebTan dakavSirebul uamrav ideebs aZlevs. amis
Semdeg fasdeba TiToeulis faseuloba: niSan-Tvisebas, romelsac momxmare-
blebi naklebad afaseben, kompania ukuagdebs, xolo romelsac upiratesobas
aniWeben, piriqiT, arsebul produqts daumatebs.
pprroodduuqqttiiss ssttiillii ddaa ddiizzaaiinnii.. momxmarebelTa faseulobis gazrdis kidev erTi
saSualebaa gansxvavebuli produqtis stilisa da dizainis Seqmna. dizainis
cneba ufro vrcelia, vidre stilis cneba. stili aRwers produqtis vizualur
mxares. sensaciuri stili yuradRebas unda ipyrobdes, Tvals atyvevebdes da
sasiamovno esTetikur SegrZnebas warmoSobdes, magram misi daniSnuleba ar
aris produqtis funqcionirebis gazrda. stilisagan gansxvavebiT, dizaini
ufro metia, vidre garegnuli mxare. kargi dizaini uzrunvelyofs produqtis
advil gamoyenebadobas da, aseve, mis garegnul saxes.
karg stilsa da dizains SeuZlia yuradRebis mipyroba, produqtis funq-
cionirebis gazrda, warmoebis xarjebis Semcireba da miznobriv bazarze
produqtisaTvis konkurentunarianobis miniWeba. qvemoT moyvanilia ori
magaliTi:
Apple-is iMac-ma – brtyelekranianma, kvercxiseburi formis da
futuristuli, naxevrad gamWvirvale qeisis mqone personalurma kompi-
uterma – srulebiT Secvala personalur kompiuterze Sexeduleba.
ukve aRar arsebobs uzarmazari mowyobiloba,romelic Tqvens samuSao
oTaxSi did adgils ikavebda. am kompiuteris erT Rilakze TiTis
daWeriT internetSi SedixarT (swored amas aRniSnavs aso “i” sityvaSi
iMac). iMac-ma yuradReba dizainiT miipyro da amiT uamravi myidveli
miizida. erT weliwadSi man milionze meti kompiuteri gayida. Apple-ma
personaluri kompiuterebis industria daipyro. dRemde man 10 mil-
ionze meti iMac gayida. `winaaRmdeg SemTxvevaSi, is CaiZireboda. man
msoflios yuradReba miipyro da Apple-s brwyinvaleba daubruna~, _
■ produqtis dizaini: iMac-is gan-
sxvavebulma dizaini daexmara
Apple-s erT-erTi lideris adgili
daebrunebina personaluri kompi-
uterebis industriaSi. Discover
2GO-s sakredito baraTi, romel-
zec gasaRebebia asxmuli da spe-
cialuri qeisiT aris daculi.

259. TTaavvii 77 produqti, momsaxureba da brendingis strategia 277
ambobs industriis erT-erTi warmomadgeneli. 4 wlis Semdeg Apple-ma
kvlav uzarmazar warmatebas miaRwia, rodesac iMac-is axali dizaini
Seiqmna – futuristuli manqana brtyeli ekraniT. sul raRac, 3 TveSi
Apple-is moyvarulebma am TvalismomWreli kompiuterebis TiTqmis
meoTxedi milioni daitaces.11
xelSi giWiravT brtyeli, plastikuri sagani da yuradRebiT
akvirdebiT, risi gakeTeba SeuZlia mas. Semdeg xvdebiT, rom es plas-
tikuri sagani, romelzec gasaRebebia asxmuli, jibis danasaviT iSleba.
nacnobi cifrebisa da xelmoweris danaxvisTanave xvdebiT, rom es
sakredito baraTia! ufro zustad, es aris Discover 2GO baraTi,
romelzec gasaRebebia asxmuli da specialuri qeisiT aris daculi.
momxmarebelTa azriT, Discover 2GO mniSvnelovani aRmoCenaa
adamianebisaTvis, romelTac surT sportul darbazebSi, savaWro cen-
trebsa Tu restornebSi mxolod gasaRebebiTa da sakredito baraTiT
siaruli. industriis mxriv, es aris dizainSi didi inovacia. Discover
2GO baraTi Jurnalebma USA Today-m da Business Week-ma wlis erT-erT
saukeTeso produqtad miiCnia. baraTi sakredito baraTebis mar-
ketingis eqspertebmac aRiares. `is originaluri da gansxvavebulia.
amavdroulad, gaaCnia Tavisi funqcia. es aris baraTi, romlis
gamoyenebac maSinac ki SegiZliaT, roca xelSi gasaRebi giWiravT~,12
_ ambobs erT-erTi konsultanti.
bbrreennddiinnggii.. profesional marketologTa ganmasxvavebeli unaria, Seqmnan,
SeinarCunon, daicvan da gaaZlieron TavianTi produqtisa da momsaxurebis
brendebi. bbrreennddii aris saxeli, sityva, simbolo an dizaini, an maTi kombinacia,
romelic garkveul produqts axasiaTebs da mas konkurentebisagan ganasx-
vavebs. momxmarebeli brends miiCnevs produqtis mniSvnelovan nawilad, rome-
lic mis TvalSi produqtis faseulobas zrdis. magaliTad, momxmarebelTa
umravlesoba sunamos White Linen-is boTlSi aRiqvams, rogorc maRalxarisxian,
ZviradRirebul produqts, magram igive sunamo uniSno boTlSi dabalxarisxi-
anad aRiqmeba.
brendingma ise gaidga fesvebi, rom dRes mis gareSe arafers awarmoeben.
marili SefuTulia brendirebul paketebSi, avtomobilis nawilebi _ eleq-
trosanTlebi, saburavebi, filtrebi _sxvadasxva brendis saxelebs atareben.
TviT xili, bostneuli da Sinauri frinvelebic brendirebulia: Sunkist-is
forToxali, Dole-is ananasi, Chiquita-s banani, Fresh Express Perdue _ wiwilebi.
brendi myidvels did daxmarebas uwevs. misi saxeli momxmarebels
exmareba, is produqti amoarCios, romelic mas, misi azriT, met sargebels
moutans. brendi myidvels produqtis xarisxzec miuTiTebs. myidvelma,romelic
yovelTvis erTsa da imave brends yidulobs, icis, rom yoveli SeZenisas erTsa
da imave niSan-Tvisebebs, sargebelsa da xarisxs iRebs. brendi mwarmoebelsac
did daxmarebas uwevs, radgan misTvis brendis saxeli da savaWro niSani pro-
duqtis legalizaciis mTavari saSualebaa, romelic icavs mas konkurentebis
mier produqtis kopirebisagan. brendi gamyidvels bazris segmentaciaSic
exmareba. magaliTad, General Mills sTavazobs Cheerios-is, Wheaties-is, Total-is, Kix-is,
Lucky Charms-is, Trix-isa da sxva burRuleulis brendebs da ara marto erT
ZiriTad produqts yvela momxmareblisaTvis.
brendis Seqmna da ganviTareba, albaT, marketologis yvelaze mniSvne-
lovani amocanaa. ufro detalurad brendis strategias momavalSi ganvixi-
lavT.
SSeeffuuTTvvaa.. SSeeffuuTTvvaa gulisxmobs produqtisaTvis saTavsis an Sesanaxi
saSualebis Seqmnasa da warmoebas. igi Sedgeba produqtis sawyisi saTavsisagan
(Colgate-is kbilis pastis tubi). is aseve, SeiZleba Seicavdes meorad SefuTvas,
romelsac produqtis gamoyenebis dawyebisas agdeben (muyaos yuTi, romelSic
Colgate-is tubi devs). sabolood, is SeiZleba Sedgebodes gadasazidi
SefuTvisgan, romelic produqtis gadatanisa da misi identificirebisaTvis
aris aucilebeli (yuTi, romelSic Colgate-is aTobiT tubia moTavsebuli).
etiketic da beWduri informaciac,romelic SesafuTi masalis SigniT an gareT
aris moTavsebuli, SefuTvis Semadgenel nawils warmoadgens.
bbrreennddii (Brand)
saxeli, sityva, sim-
bolo an dizaini, an
maTi kombinacia, ro-
melic garkveul
produqts axasiaTebs
da mas misi konku-
rentebisagan ganasx-
vavebs.
SSeeffuuTTvvaa (Packaging)
produqtisaTvis
Sesanaxi konteineris
an saTavsis dizaini,
Seqmna da warmoeba.

260. tradiciulad, SefuTvis mTavari funqcia produqtis Senaxva da dacva iyo.
bolo xanebSi ki sxvadasxva faqtorebma SefuTva mniSvnelovan marketingul
saSualebad Camoayaliba. gazrdili konkurencia da bumi sacalo vaWrobis
maRaziaSi SefuTvis mTavari amocanebis ricxvs mniSvnelovnad zrdis.
magaliTad, igi unda ipyrobdes yuradRebas, is kargad unda aRwerdes produqts
da, rac yvelaze mTavaria, igi xels unda uwyobdes produqtis gayidvas.
dResdReobiT kompaniebi kargad aTviTcnobiereben kargi SefuTvis
mniSvnelobas, radgan swored misi saSualebiT xdeba myidvelis mier kompaniisa
Tu brendis aRqma da arCeva. magaliTad, saSualo zomis supermarketebSi, sadac
1,500-1,700 saxeobis produqti iyideba, tipuri myidveli wuTSi 300 saxeobis pro-
duqts Cauvlis da navaWris 60%-s instinqturad iZens. aseT maRalkonkurentul
garemoSi SefuTva SesaZloa gamyidvelis myidvelze zegavlenis moxdenis
ukanaskneli Sansi iyos. `arc Tu ise didi xnis win SefuTva mxolod pro-
duqtis Sesanaxi saSualeba iyo,mis brends ki,Cveulebriv,televiziis meSveobiT
vecnobodiT~, _ ambobs SefuTvis eqsperti. dRes ki sabazro garemos cvlilebam
`SefuTvas produqtis gayidvaSi mzardi mniSvnelobis roli daakisra.~13
novatorul SefuTvas kompaniisTvis, konkurentebTan SedarebiT, upirateso-
bis miniWeba SeuZlia. bolo dros, SefuTuli samomxmareblo saqonlis mwar-
moebelma firmebma kvlevebis Casatareblad investiciebi gazardes, raTa iseTi
SefuTvis dizaini ganeviTarebinaT, romelic momxmareblis Tvals daatyvevebda.
aRsaniSnavi magaliTebia Skippy Squeez It-is tubSi moTavsebuli araqisis karaqi,
specialurad im ojaxebisaTvis, romlebic mTeli dRe saxlidan gasulebi
arian, da `koka-kolas~ qilebi, romelTa dawyobac macivris Taroebze moxerxe-
bulad SeiZleba.
rogor aaRelva Dutch Boy Paint-ma saRebavebis biznesi? es iseTi
martivia, rom sasaciloc kia. warmoidgineT saRebavis advilad satare-
beli qila, romlis gasaxsneladac saxraxnisi
ar aris saWiro, gadmosxmisas ar Jonavs da dax-
urvisas CaquCis aucileblobas ar moiTxovs.
ai, isic – Dutch Boy-is saRebavebis axali
SesafuTi masala: es axali qila mTlianad
plastmasisaa, xraxniani TaviT, gverdiTa
saxelurebiTa da gadmosasxmeli tuCiT. is
bevrad ufro msubuqia da, amavdroulad,
uJangavia. `is iseTi advilad gamosayenebeli da
msubuqia,rogorc yaviT savse finjani~,_ ambobs
Dutch Boy-is marketingis menejeri. TqvenSi
albaT gaocebas iwvevs, Tu ratom dasWirda am
ideis Seqmnas amdeni xani. axali saTavsi Rirs
erTi Tu ori dolariT meti,vidre Cveulebrivi
qila, magram amas momxmareblisaTvis mniSv-
neloba ara aqvs. Dutch Boy-is momxmarebelTa
50%-ze meti axla plastmasis konteinerebs
yidulobs, axali maRaziebi ki, rogoricaa Wal-
Mart-i, dRes maT elviseburi siswrafiT yidis.
`es saocari siaxlea – namdvilad yuradRebis
Rirsia. am axalma SefuTvam gazarda ara marto
gayidvebi, aramed gaaumjobesa distribucia
ufro maRali sacalo vaWrobis fasebSi~,14 _
ambobs erT-erTi damkvirvebeli.
cudi dizainis mqone SefuTvam SeiZleba
momxmarebelTa gaRizianeba gamoiwvios da pro-
duqtis gayidvebi Seamciros (ixileT marketingi
muSaobis procesSi 7.3). magaliTad, ramdenime wlis
win kompania Planters Lifesavers-ma scada, moxaluli
araqisisTvis novatoruli SefuTva gamoeyenebina,
raTa moxaluli yavis asociacia gamoewvia. man es
moxaluli, mariliani araqisi hermetul paketebSi
moaTavsa, swored iseTSi, rogorsac yavisTvis
iyenebdnen. samwuxarod, aseTma SefuTvam Tavisi
278 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
■inovaciuri SefuTva: warmoidgineT saRebavis advilad
satarebeli qila, romlis gasaxsneladac saxraxnisi ar
aris saWiro, gadmosxmisas ar Jonavs da daxurvisas
CaquCis aucileblobas ar moiTxovs.

261. TTaavvii 77 produqti, momsaxureba da brendingis strategia 279
rogorc Cans, zogierTi ram arasd-
ros Seicvleba. robert d. stiuar-
tis, Quaker Oats-is yofili Tavmjdoma-
ris, misamarTiT dawerili es klasi-
kuri werili araCveulebrivad gad-
moscems im absolutur imedgacrue-
bas, romelic nebismier Cvengans ga-
nucdia e.w. advilad gasaxsneli pa-
ketebis gaxsnisas.
Zvirfaso batono stiuart:
var 86 wlis, sakmaod janmrTeli
qvrivi qalbatoni (SesaZloa Tqven
TvliT, rom xnieri var, magram, Cemi
azriT, es dro Cemgan jer kidev Za-
lian Sorsaa.)
rogorc giTxariT, var sakmaod
janmrTeli. miuxedavad Camoyalibe-
buli Sexedulebisa, ar var uZluri
da xandazmuli. yovel dRe me da Ce-
mi ori doberman-pinCeri mkvircxlad
gavdivarT 3 mils. magram me amas
Tavs varTmev, radgan jer kidev maqvs
amis Zala.
minda, am weriliT Tqveni yurad-
Reba gavamaxvilo Tqveni Aunt Jemima-s
kefiris SefuTvisa da vaflis miqsis
autanel, macdunebel da gansakuTre-
bulad [mcdar] warweraze. am paketze
vkiTxulobT: `gaxsnisaTvis - Sekum-
SeT aq da gamoqaCeT~.
batono stiuart, miuxedavaT imi-
sa, rom me mivaweqi, SevkumSe, amoviox-
re, SevebrZole, davgrixe, gavwvaldi,
gavbrazdi, daviqance, gadavagde, isev
mivaweqi da CavWeri . . . ooo! me ver
SevZeli imis gakeTeba, rac instruq-
ciaSi ewera – `SekumSeT aq da gamo-
qaCeT~. sul tyuilad, ver SevZeli!
vfiqrob, rom amisTvis Zala ar meyo!
odesme Tu gicdiaT TqvenTviTon
gagexsnaT igi da Sedegi Tu migi-
RiaT?
Cemi gardacvlili meuRle iara-
Rebis koleqcioneri iyo. sxva momak-
vdinebel iaraRebTan erTad, Caketil
kabinetSi Thompson-is tyviamfrqvevic
hqonda. kargia, kabineti Caketili rom
iyo. oh, ramdenjer momdomebia Tqveni
paketis afeTqeba.
am SurismaZiebluri fantaziis
ganxorcielebisgan saketma da qa-
lurma sinazem mixsna. amis nacvlad,
Tqveni Aunt Jemima-s gemrieli bli-
nebis Sekvris gasaxsnelad bufetSi
patara danas vinaxav.
wlebis ganavlobaSi Cems danas
ori mizeziT viyenebdi. ara marto
paketis gasaxsnelad, aramed misi
saSualebiT gaafTrebis gamosax-
atavad im sadistebis mimarT, romleb-
mac ganzrax SeimuSaves es gamaRizia-
nebeli SesafuTi saSualeba,
romelsac paketi uwodes.
zogjer, marcxis gancdis gamo mi-
si Tavis gaWris Semdeg ar vCerdebi:
imedgacruebiT, SurisZiebis survi-
liTa da gaSmagebiT afeTqebul pa-
kets mTlianad vanadgureb. magram es
mainc mcire safasuria (yovel SemT-
xvevaSi, masas doberman-pinCerebi
gamolokaven).
mas ASemdeg, rac Aunt Jemima Tavisi
wiTeli paketiT pirvelad SeifuTa,
SesafuTi saSualebis uamravi gone-
bamaxviluri da mosaxerxebeli axal-
axali dizaini SemuSavda. ar gne-
bavT, Tqveni marketinguli arakeTil-
mosurneobis, romliskenac ase gabe-
dulad miiswrafviT, Secvla, da ufro
humanuri SefuTvis danergva? nuTu
amaze ar zrunavT, mister stiuart?
me namdvilad daxmarebis sur-
viliT gwerT da am werilis asls,
aseTive ganwyobiT, Container Corp.-is
prezidents, baton Takers vugzavni.
darwmunebuli var, am saqmeSi maTi
Wkviani, axalgazrda dizainerebi
uzomo daxmarebas gagiweven. me mainc
vfiqrob, rom cdad Rirs.
marTlac, mister stiuart, imedi
maqvs, morig Wirveul dedabrad ar
CamTvliT. me sazogadoeba var _
Tqveni warmatebis wyaro.
roberta pavlofi
malverni, pensilvania.
wwyyaarrooeebbii:: This letter was reprinted in “Some Designs
Should Just Be Torn Asunder,” Advertising Age,
January 17, 1983, p. M54.
ggaammaaRRiizziiaanneebbeellii,, rrTTuullaadd ggaassaaxxssnneellii ppaakkeetteebbii
7.3
advilad gasaxsnelia?
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

262. saqme zedmetad kargad Seasrula: momxmareblebs araqisis axali brendi sur-
nelovan yavaSi aeriaT da supermarketSi arsebuli yavis safqvavSi dafqves.
Sedegad ki miiRes webovani masa, imedgacruebuli myidvelebi da uamravi
gabrazebuli maRaziis menejeri.15
axali produqtisaTvis kargi SefuTvis Seqmna Zalian bevri gadawyve-
tilebis miRebas moiTxovs. Tavdapirvelad, kompaniam unda Seqmnas SefuTvis
koncefcia, romlis mizania, gansazRvros, ra unda iyos SefuTva da ra unda
gaakeTos SefuTvam produqtisaTvis. ra aris misi mTavari daniSnuleba – pro-
duqtis dacva, gavrcelebis axali meTodis danergva, produqtis xarisxis
gansazRvra Tu kidev sxva ram? Semdeg unda gadawydes SefuTvis specifikuri
elementebis sakiTxebi, rogorebicaa zoma, forma, masala, feri, teqsti da brendi.
am elementebma urTierTSeTanxmebulad unda imuSaon, raTa bazarze produqtis
poziciasa da mis marketingul strategias mxari dauWiron.
bolo wlebSi produqtis usafrTxoebac SefuTvis erT-erT mTavar
daniSnulebad iqca. Cven ukve yvelani SeveCvieT Znelad gasaxsnel, bavSvebisagan
damcav SefuTvebs. 1980-iani wlebidan ki wamlebisa da sakvebi produqtebis
mwarmoebelma kompaniebma temperaturisagan damcavi SefuTvebis Seqmna daiwyes.
SefuTvasTan dakavSirebuli sakiTxebis gadaWrisas kompaniam garemosTan
kavSirsac didi yuradReba unda miaqcios. sabednierod, bevri kompania
`mwvaneTa~ siaSi Caewera da SesafuTad garemosTvis `megobrul~ masalebs
iyenebs. magaliTad, SC Jonhnson-ma Tavisi Agree Plus SampunisaTvis axali SesafuTi
masala Seqmna, romelSic 80%-ze naklebi plastmasaa gamoyenebuli; P&G-ma
Tavisi dezodorantebisaTvis gareTa muyaos yuTebi gaauqma, riTac weliwadSi
3,4 milioni kilo qaRaldis ekonomia gaakeTa.
eettiikkeettii SeiZleba iyos ubralo iarliyi, romelic produqtzea mimagrebuli, an
mTeli grafikuli gamosaxuleba, romelic produqtis SefuTvis ganuyofeli
nawilia. mas ramdenime funqcia akisria. sul mcire,etiketi aRniSnavs produqts
an brends. etiketi produqtis Sesaxeb sxva informaciasac aRwers – magaliTad,
vin, sad da rodis daamzada igi, misi Semadgenloba, gamoyenebis wesebi.
sabolood, etiketma Tavisi momxibvleli gamosaxulebiT SeiZleba produqtis
gayidvasac ki Seuwyos xeli.
SefuTvisa da etiketis legalurobas grZeli istoria aqvs. 1914 wels
vaWrobis federaluri komisiis aqtiT araswori, ukanono etiketi Tu SefuTva
usamarTlo konkurenciad gamocxadda. etiketma SesaZloa myidveli Seacdinos,
Tu masSi ar aris mocemuli produqtis mniSvnelovani ingredientebis CamonaT-
vali Tu usafrTxoebis zomebi. amis Se-
degad, etikets axla ramdenime federa-
luri da saxelmwifo aqti akontrolebs.
maTgan yvelaze cnobilia samarTliani
SefuTvisa da etiketis aqti, romelic
1966 wliT TariRdeba. am kanoniT
miRebul iqna mTeli paketi aucilebeli
saetiketo moTxovnebisa, ganisazRvra
saxaliso etiketis industriis stan-
dartebi da federalur saagentoebs
specifikur industriebSi SefuTvis
regulaciebis dawesebis neba daerToT.
bolo dros etiketze gavlenas
axdens produqtis erTeulis fasis (er-
Teuli standartuli sazomi), gaxsnis
TariRis (produqtis Taroze moTavsebis
TariRi), sakvebis Semadgenlobis (gansaz-
Rvravs produqtSi nivTierebaTa Semcve-
lobas) aRniSvnis moTxovnebi. 1990 wels
miRebuli sakvebi etiketisa da saganma-
naTleblo aqti gamyidvelisagan moiTxovs
sakveb produqtebze misi Semcvelobis
Sesaxeb detaluri informaciis miwode-
bas. gamyidvelebma unda SeZlon momx-
mareblis darwmuneba, rom etiketi yvela
saWiro informacias Seicavs.
280 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
■ inovaciuri etiketi aris erT-erTi gza produqtis stimulirebisTvis.

263. TTaavvii 77 produqti, momsaxureba da brendingis strategia 281
pprroodduuqqttiiss mmxxaarrddaammWWeerrii mmoommssaaxxuurreebbaa.. myidvelis momsaxureba produqtis stra-
tegiis Semadgeneli elementia. bazarze kompaniis SeTavazeba moicavs Tanmxleb
momsaxurebebs, romlebic SesaZloa SeTavazebis umniSvnelo an mTavari nawili
iyos. am TavSi, mogvianebiT, ganvixilavT momsaxurebas, rogorc TviT produqts,
amjerad ki _ rogorc realuri produqtis damatebiT maxasiaTebels.
pirveli nabiji momxmarebelTa periodul gamokiTxvas gulisxmobs, raTa
kompaniam SeZlos momsaxurebis faseulobis Sefaseba da axali ideebis miReba.
magaliTad, Cadillac-i manqanis mflobelebTan regularulad atarebs fokus-
jgufebs da miRebul saCivrebs saguldagulod ganixilavs. aseTi gulmodgine
monitoringis saSualebiT man Seiswavla, rom myidvelebi imedgacruebulebi
arian maT mier pirvel jerze uxarisxod Sesrulebuli saremonto
samuSaoebiT.
rodesac kompania momxmarebelTaTvis faseul mravalferovan mxardamWer
momsaxurebebs gaaanalizebs, man is danaxarjebi unda Seafasos, romlebic am
momsaxurebebis SeqmnisaTvisaa saWiro. amis Semdeg mas ukve SeuZlia momsaxure-
bebis iseTi paketis Seqmna,romelic rogorc momxmarebels dakmayofilebs,iseve
kompanias mogebas moutans. momxmareblebis gamokiTxvebze dayrdnobiT, Cadillac-
ma Seqmna sistema, romelic TiToeul dilers pirdapir ukavSirebs inJinerTa
aTkacian jgufs, romelsac rTuli, SesakeTebeli samuSaoebis dros daxmareba
SeuZlia. CamoTvlili qmedebebis saSualebiT Cadillac-ma SeZlo erT weliwadSi
momsaxurebis Sefasebis gaumjobeseba. ukanaskneli wlebis ganmavlobaSi ki
kompaniam amerikis myidvelTa kmayofilebis indeqsis TiTqmis mwvervals
miaRwia.16
dResdReobiT mravali kompania iyenebs telefons, faqss, internetsa da
interaqtiur xmovan da monacemTa teqnologiebs, raTa produqtis mxardamWeri
momsaxurebebi Seqmnas. ganvixiloT Semdegi magaliTi.
14 Tebervalia da Tqven sul axlaxans gagaxsendaT, rom dRes
wminda valentinis dRea. yvavilebis maRaziaSi wasasvleli dro aRar
grCebaT, ase rom Tqven SedixarT veb-gverdze www.1800FLOWERS.com.
amas mosdevs mcire pauza. wiTeli vardebi? yuTSi Tu larnakSi? aTi
Tu oci cali? rogorc ki Tqveni tvini angariSs iwyebs, veb-gverdze
Rilaks amCnevT. daaWireT mas TiTi; misi meSveobiT Tqven abonentTa
momsaxurebis centris warmomadgenels daukavSirdebiT, romelic fun-
qciebis aTvisebaSi dagexmarebaT. Tqvens ekranze `saWorao~ gverdi
ixsneba, sadac SegiZliaT specialur agents gauTaveblad elaparakoT.
momsaxurebis centris warmomadgeneli specialur gverdebsac
gawvdiT, sadac sxvadasxva yvavilis Taigulebi Tu maTi fasebi
SegiZliT ramdenime wuTSi naxoT.17
ggaaddaawwyyvveettiilleebbeebbii pprroodduuqqcciiiiss sseerriiiiss SSeessaaxxeebb
individualuri produqtebisa da momsaxurebebis sakiTxebis gadaWris garda,
produqtis strategia produqciis seriis Seqmniskenac mouwodebs. pprroodduuqqcciiiiss
sseerriiaa aris produqtTa jgufi, romelTac msgavsi funqciebi axasiaTebT,
momxmarebelTa erTsa da imave jgufebisTvisaa gankuTvnili, erTi da imave
tipis savaWro dawesebulebebSi iyideba an msgavsi fasebi aqvT. magaliTad,
Nike-i sportuli fexsacmlisa da tansacmlis, Nokia _ satelekomunikacio pro-
duqtis da Charles Shwab-i finansuri momsaxurebis saxiT, ramdenime produqtis
serias qmnian.
produqciis seriasTan dakavSirebuli mTavari gadawyvetileba produqciis
seriis sigrZis _ produqciis seriaSi Semavali sagnebis ricxvis – gansazRvraa.
seria Zalian moklea, Tu menejers produqtTa ricxvis damatebiT mogebis
gazrda SeuZlia; da piriqiT, seria Zalian grZelia, Tu mas mogebis gazrda,
piriqiT, produqtTa moklebiT SeuZlia. kompaniam Tavisi produqciis seriis
sigrZe saguldagulod unda marTos da masSi Semavali produqtTa ricxvi
droTa ganmavlobaSi gaazrebulad unda cvalos.
produqciis seriis sigrZeze gavlenas axdens kompaniis miznebi da
resursebi. magaliTad, kompaniis mizans SesaZloa jvaredini gayidva warmoad-
gendes. Hevlett-Packard yidis rogorc printerebs aseve kartrijebs. sxva mizani
SeiZleba iyos ekonomikuri ryevebisgan Tavdacva da reagireba: GGap tansacm-
lis maRaziaTa sxvadasxva qsels marTavs (Banana Republic, Gap, Old Navy), romleb-
pprroodduuqqcciiiiss sseerriiaa
(Product line)
produqtTa jgufi,
romelTac msgavsi
funqciebis axasia-
TebT, momxmarebelTa
ersa da imave jgu-
febisTvisaa gankuT-
vnili, erTi da imave
tipis savaWro dawe-
sebulebebSi iyideba
an msgavsi fasebi
aqvT.

264. 282 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
sac sxvadasxva produqciis seriebi aqvT gasayidaT da sxvadasxva safaso poli-
tika aqvT.
kompanias Tavisi produqciis seriis gavrcoba orgvarad SeuZlia: seriis
gavrcobiT an seriis SevsebiT. produqciis seriis gavrcoba xdeba maSin, rode-
sac kompania Tavisi produqciis serias arsebul diapazonTan SedarebiT
afarToebs. kompanias seriis gavrcoba SeuZlia zeviT (ufro maRali ekonomi-
uri mdgomareobis myidvelebze gasasvlelad), qveviT an orive mimarTulebiT.
kompaniebs, romlebic bazris zeda nawilSi arian ganlagebulni, saSualeba
aqvT,TavianTi produqciis seria bazris qveda mimarTulebiT gaWimon. amiT maT
SesaZlebloba eZlevaT bazris is nawili Seavson, sadac axali konkurentebis
Semosvlis saSiSroebaa. kompaniebs agreve SeuZliaT dabalfasiani produqtebi
daimaton, im SemTxvevaSi Tu aseTi produqtebi swrafad ikaveben adgils
gamiznul segmentTa Soris. swored am mizeziT, DaimlerChrysler-ma Tavisi Mercedes-
is seria bazris qveda mimarTulebiT ganavrco. naklebad mdidruli manqanebis
bazarze wardgeniT, sadac naklebia Tavdasxmebi iaponeli avtoSemqmnelebis
mxridan, romlebic ganviTarebis maRal doneze dganan, Daimler Chrysler-ma Mercedes-
is C klasis manqanebi SesTavaza bazars. es warmatebuli modelebi 30,000
dolarad iyideba da ar uSlis xels Mercedes-is sxva modelebis 100,000
dolarad da ufro maRal fasSi gayidvas. amis msgavsad, Rolex-ma Rolex Tudor-is
majis saaTi Seqmna, romlis sacalo fasi daaxloebiT 1,350 dolars Seadgens,
maSin rodesac Rolex Submariner 3,875 dolarad aris Sefasebuli.
kompaniebs, romlebic bazris SedarebiT dabal doneze arian ganlage-
bulni, TavianTi produqciis seriebis zeda mimarTulebiT gavrcoba SeuZliaT.
zogjer kompania amas Tavisi produqciis prestiJis asamaRleblad akeTebs.
zogjer ki mis yuradRebas bazris zeda nawilSi arsebuli zrdis tempebi an
maRali marJa ipyrobs. magaliTad, iaponiis yvela wamyvani saavtomobilo kompa-
nia am tipis bazrisaTvis gankuTvnil avtomobilebs qmnis: Toyota-am Seqmna Lexus-
is produqciis seria, Nissan-ma Infinity-is, Honda-am ki Acura-si.
kompaniebs, romlebic bazris saSualo ekonomiuri mdgomareobis fenebze
gadian, TavianTi produqciis seriis orive mimarTulebiT ganvrcoba SeuZliaT.
Marriott-ma Tavisi sastumroebis qselis seria swored orive mimarTulebiT
ganavrco. regularul sastumroebs man Renaissance-is sastumroTa qseli, bazris
zeda nawilis momsaxurebisTvis, xolo TownePlace Suites-is qseli ki zomieri da
bazris SedarebiT dabali nawilis dakmayofilebisaTvis daumata. TiToeul
sastumroTa serias sakuTari samizne segmenti gaaCnia. Renaissance-is mizani
maRali donis aRmasrulebel pirTa mizidvaa, Marriott-is – maRali da saSualo
menejerTa, Courtyard-is – vaWrobaSi CarTuli adamianebis, xolo, Fairfield Inn-is -
damsvenebelTa da biznesmogzaurTa. Marriott-is ExecuStay-is qseli gaTvalis-wineb-
ulia im adamianebis misaRebad, romlebic sastumroSi 30 an meti dRiT rCebian
da grZelvadiani stumris statusiT sargebloben. Marriott-is Residence Inn-i
sTavazobs mSvid, saxlis atmosferos, im adamianebisaTvis, romlebic mTeli
cxovreba mogzauroben; Marriott-is TownePlace Suites-i ki – komfortul garemos
■ produqtis seriis gavrcoba:
Marriot sTavazobs brendebis srul
kompleqts. TiToeuli mimarTulia
sxvadasxva miznobriv bazarze.

265. TTaavvii 77 produqti, momsaxureba da brendingis strategia 283
mogzaurTaTvis saSualo fasad.18 am strategiis mTavari riski imaSi mdgomare-
obs, rom zogierTi mogzauri sastumroTa SedarebiT dabalfasiani qseliT
kmayofilia, radgan iq isini iReben yvelafers, rac surT. miuxedavad amisa,
Marriott-s bazris qveda nawilSi mimaval momxmareblis dapyroba urCevnia, maTi
konkurentebisaTvis daTmobas.
produqciis seriis gavrcobis alternativaa produqciis seriis Sevseba -
arsebuli seriisaTvis sxva modelebis damateba. produqciis seriis
SevsebisaTvis ramdenime mizani arsebobs: Semosavlebis gazrda, dilerebis dak-
mayofileba, zedmeti SesaZleblobebis gamoyeneba, sruli seriis mqone kompaniis
statusis mopoveba da cariel adgilTa amovseba, konkurentunarianobis gasam-
yareblad. Sony-m Tavisi volqmenis serias mzis energiaze momuSave, wyalgam-
Zle, zemsubuqi, qamarze dasamagrebeli, minidiskiani da sxva volqmenebi daamata.
seriis Sevsebas SesaZloa ukuCvenebac qondes, Tu mas kanibalizacia da
momxmarebelTa dezorientacia mohyva. amitom, kompaniebi darwmunebulni unda
iyvnen, rom axali modeli arsebulisagan SesamCnevad gansxvavdeba.
ggaaddaawwyyvveettiilleebbeebbii pprroodduuqqttiiss kkoommpplleeqqssiiss SSeessaaxxeebb
kompanias, romelsac ramodenime produqciis seria gaaCnia aqvs saqme produqtis
kompleqsTan. pprroodduuqqttiiss kkoommpplleeqqssii (aann pprroodduuqqttiiss aassoorrttiimmeennttii) moicavs yvela
saxeobis an dasaxelebis produqciis seriebs, romlebsac konkretuli gam-
yidveli sTavazobs momxmarebels. Avon-is produqtTa asortimenti moicavs
produqciis xuT ZiriTad serias: silamazis produqcias, gamajansaRebel
produqcias, samkaulebsa da aqsesuarebs, saCuqrebsa da `STamagonebel~
produqcias (saCuqrebs, wignebs, musikasa da saxlis aqsesuarebs). TiToeuli
produqciis seria Tavis mxriv Sedgeba ramdenime qveseriisagan. magaliTad,
silamazis seria moicavs makiaJs, kanis movlis saSualebebs, saabazano
kompleqts, sunamosa da Tavis movlis sxvadasxva saSualebas. TiToeuli seria
Tu qveseria Sedgeba uamravi individualuri nivTisagan. sul Avon-is
produqtTa asortimenti Seicavs 7,300 individualur produqts, maSin rodesac
Kmart-is – 15,000 erTeuls, 3M-is – 60,000-ze mets, xolo General Electic-is ki –
250,000 erTeul sxvadasxva produqts.
kompaniis produqtis asortiments (kompleqs) oTxi mniSvnelovani
maxasiaTebeli gaaCnia: sifarTove, sigrZe, siRrme, erTgvarovneba. produqtTa
asortimentis sifarTove aRniSnavs kompaniaSi arsebuli gansxvavebul
produqtTa seriebis ricxvs. P&G-s bazarze gaaqvs namdvilad farTo
asortimenti – 250 brendi, romlebic ganawilebulebi arian sxvadasxva
produqciis seriaTa jgufebSi. es seriebi Seicavs qsovilebisa da saxlis
movlis, bavSvis, qalisa Tu ojaxis movlis saSualebebs; silamazisa da
janmrTelobisTvis saWiro produqtebs, sakveb da sasmel produqtebs da sxvas.
produqciis asortimentis sigrZe gulisxmobs im produqtTa raodenobas,
romlebsac kompania produqciis seriebSi aerTianebs. P&G-s, Cveulebriv,
TiToeul seriaSi bevri brendi aqvs. magaliTad, is yidis 7 saxeobis
TeTreulis fxvnils,6 saxeobis xelis sapons,5 saxeobis Sampunsa da 4 saxeobis
WurWlis sarecx saSualebas.
produqciis seriis siRrme gulisxmobs TiToeul seriaSi produqtTa
sxvadasxva variantTa raodenobas. P&G-is kbilis pastis 13 saxeoba arsebobs:
Crest Multicare, Crest Cavity Protection, Crest Tartar Protection, Crest Sensitivity Protection, Crest
Dual Action Whitening, Crest Whitening Plus Scope, Kid’s Cavity Protection, Crest Baking Soda &
Peroxide Whitening (gaiazreT niSis marketingis Taobaze! gaixseneT ganxilva me-6
Tavidan).19
dabolos, produqciis asortimentis erTgvarovneba gansazRvravs, Tu
rogor urTierTkavSirSia produqciis sxvadasxva seriebi gamoyenebis,
warmoebis saWiroebebis da sadistribucio arxebis TvalsazrisiT. P&G-is
produqciis seriebi erTgvarovania, radgan is aris samomxmareblo produqcia,
romelic erTi da imave sadistribucio arxebis saSualebiT miewodeba
momxmarebels. seria naklebad erTgvarovania maSin, rodesac is myidvelisaTvis
sxvadasxva funqcias asrulebs.
produqciis kompleqsis es ganzomilebebi saSualebas gvaZlevs, ganvsaz-
RvroT kompaniis produqtis strategia. kompanias SeuZlia biznesi oTxi gziT
gazardos. mas produqtTa asortimentis gafarToeba axali produqtis seriebis
damatebiT SeuZlia. am SemTxvevaSi kompaniis ukve arsebul seriaTa reputacia
pprroodduuqqttiiss kkoommpplleeqq--
ssii ((aann pprroodduuqqttiiss
aassoorrttiimmeennttii)) Product
mix (or product
assortment)
yvela saxeobis an
dasaxelebis pro-
duqtis seria, romel-
sac konkretuli
gamyidveli sTava-
zobs momxmarebels.

266. vrceldeba axal seriebzec. kompanias SeuZlia arsebuli produqciis seria
gaagrZelos, raTa ufro sruli seriis mepatrone gaxdes, an am produqtis ufro
meti versia daamatos da amiT Tavisi produqciis asortimenti gaafarToos.
sabolood, kompania miiRebs produqciis erTgvarovnebis ufro maRal
maCvenebels an – piriqiT, rac damokidebulia imaze, Tu ra surs kompanias –
Zlieri reputacia erT Tu ramdenime sferoSi.
284 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
imisaTvis rom ukeT aRiqvaT Tu ramdenad didi da rTuli SeiZleba kompa-
niis produqtis SeTavazeba gaxdes, gamoikvlieT Proctel&Gamble-is
produqtis kompleqsi.
■ P&G-s veb-gverdis (www.pg.com), yovelwliuri angariSebis an sxva in-
formaciis gamoyenebiT, CamoayalibeT kompaniis yvela produqtis
seriis da individualuri produqtebis sia. ra gakvirvebT yvelaze
metad am siaSi?
■ aris P&G-is produqtis kompleqsi erTgvarovani? ra strategiis an
logikis safuZvelze airCia kompaniam aseTi produqtis kompleqsi?
SSeerrwwyymmaakkoonncceeffcciieebbiiss
ssiiCCqqaarriiss
SSeemmzzRRuuddaavvii
■❚ bbrreennddiinnggiiss ssttrraatteeggiiaa:: ZZlliieerrii bbrreennddiiss SSeeqqmmnnaa
zogierTi analitikosi brends, rogorc kompaniis mTavar aqtivs ganixilavs,
romelic specifikuri produqtebisa da saSualebebis arsebobas axangrZlivebs.
Quaker Oats-is damfuZnebelma jon stiuartma erTxel ganacxada: `im SemTxvevaSi,
Tu es biznesi CaiSleboda, Tqven mogcemdiT miwas, agurebsa da kirqvas, me ki
davitovebdi brendsa da savaWro niSans da amiT me ufro movigebdi, vidre
Tqven.~ mas McDonald’s-is generaluri direqtoric eTanxmeba:20
McDonald’s-is direqtorTa sabWos wevrma, romelic Coca-Cola-Si
muSaobda,erTxel saubarSi Cveni brendis faseulibis Sesaxeb gviTxra:
im SemTxvevaSi, Tu Cveni aqtivebi _ Senoba--nagebobebi da aRWurviloba,
romlebsac Cven vflobT, bunebrivi katastrofis Sedegad ganadgur-
deboda, Cven myisve SevZlebdiT mis aRsadgenad fulis sesxiT aRebas.
da es yvelaferi gakeTdeboda Zlieri brendis xarjze. is marTalia.
Bbrendi ufro mniSvnelovania, vidre am yvela aqtivebis erToblioba.
amgvarad, brendi Zlieri aqtivia, romelic kompaniam gulmodgined unda
anviTaros da marTos. wignis am nawilSi Cven SevexebiT brendis Seqmnisa da
ganviTarebis ZiriTad strategiebs.
bbrreennddiiss kkaappiittaallii
brendi ufro metia, vidre ubralo saxeli da simbolo. es aris momxmareblis
mier produqtisa da misi daniSnulebis aRqma da misdami damokidebuleba –
yvelaferi, rasac momxmareblisTvis produqti da momsaxureba warmoadgens.
brendi arsebobs momxmareblis gonebaSi, ase rom Zlieri brendis namdvili
faseuloba aris misi Zala, moipovos momxmareblis yuradReba da SemdgomSi
loialoba.
brendebi erTmaneTisagan gansxvavdeba Zalisa da faseulobis mixedviT,
romelic maT sabazro sivrceSi gaaCniaT. zogierTi brendi, rogorebicaa Coca-
Cola, Tide, Nike, Harley-Davidson, Volkswagen da a.S. – bazarze ukve gamocdilia, radgan
aTeulobiT wlis ganmavlobaSi arseboben da Zalauflebas mudmivad
inarCuneben. `es brendebi brZolaSi imarjveben ara mxolod imitom, rom maT
gaaCniaT meti sargebeli, sando momsaxureba da inovaciuri teqnologiebi,
aramed imitom, rom maT mWidro urTierToba aqvT kulturasTan,~21 – ambobs
brendis eqsperti.
Zlier brends gaaCnia didi brendis kapitali. bbrreennddiiss kkaappiittaallii
warmoadgens pozitiur, ganmasxvavebel efeqts, romelic, brendis codnis
SemTxvevaSi, gavlenas axdens momxmareblis gamoxmaurebaze, produqtsa Tu mom-
bbrreennddiiss kkaappiittaallii
((Brand equity)
pozitiuri, ganmasx-
vavebeli efeqti, ro-
melic, brendis cod-
nis SemTxvevaSi, gav-
lenas axdens momxma-
reblis gamoxmaure-
baze, produqtsa Tu
momsaxurebaze.

267. TTaavvii 77 produqti, momsaxureba da brendingis strategia 285
saxurebaze. brendis kapitali ganisazR-
vreba momxmareblis mzadyofniT, gadaixa-
dos ufro meti sasurveli brendisaT-
vis. erT-erTi kvlevis Sedegebma aCvena,
rom momxmareblis 72% mzadaa, gadaixa-
dos 20%-iT meti fasi Tavis mier
arCeuli bendisTvis, romelic hgavs an
axlosaa sxva konkurent brendebTan;22
40%-ma ganacxada, rom mzadaa gadaixa-
dos 50%-iT meti; Tide-sa da Heinz-is
moyvarulebi 100%-zec Tanax-mani arian;
Coke-is msmelebi ixdian 50%-iT mets,
Volvo-s momxmareblebi ki – 40%-iT.
brendi, romelsac gaaCnia Zlieri
brendis kapitali, faseuli aqtivia.
brendis Sefaseba aris procesi, romlis
mizani brendis finansuri faseulobis
dadgenaa. aseTi fasis gansazRvra Zne-
lia. miuxedavad amisa, erT-erTma ga-
mokvlevam aCvena, rom Coca-Cola-s brendis
Rirebuleba 70 miliardi dolaria,
Microsoft-is – 65, xolo IBM-is – 52
miliardi dolari. msoflioSi yvelaze
cnobili brendis mflobelebs Soris
arian: General Electric, Intel, Nokia, Disney,
McDonald’s, Marlboro, Mercedes.23
didi brendis kapitali kompanias
bevr upiretesobas aniWebs. Zlieri bren-
di ganapirobebs momxmarebelTa maRal
cnobadobas da maT loialobas. is, rom
maRaziaSi Sesul momxmareblebs misi
brendis Taroebze xilvis imedi aqvT, kompanias gadamyidvelebTan SevaWrebisas
did upiratesobas aZlevs. radgan brendis saxels maRali gamZleoba aqvs,
kompanias SeuZlia ufro advilad ganavrcos produqciis seria da brendi.
magaliTad Coca-Cola-m Tavisi Zlieri brendis saxeli gamoiyena Diet Coke-isa da
Vanlla Coke-is dasanergad; Procter & Gamble-ma WurWlis sarecxi fxvnili Ivory
Seqmna. amavdroulad, kompaniisTvis Zlieri brendi konkurenciisagan erTgvari
Tavdacvaa.
am yvelaferTan erTad, Zlieri brendi qmnis bazas momxmarebelTan Zlieri
da mogebiani urTierTobebis Sesaqmnelad. amgvarad, fundamenturi aqtivi,
romelic brendis Rirebulebas usvams xazs, aris momxmareblis kapitali –
momxmarebelTa urTierTobebis faseuloba, romelsac brendi ayalibebs. Zlie-
ri brendi mniSvnelovania, magram, sinamdvileSi, is loialuri momxmareb-lebis
wyebas warmoadgens. marketingSi ZiriTadi yuradReba momxmareblis kapitalis
Seqmnas eniWeba, romelSic brendis menejmenti erT-erTi mTavari iaraRia.24
ZZlliieerrii bbrreennddiiss SSeeqqmmnnaa
yvela marketologis erT-erTi mTavari amocana brendingia. suraTi 7.3
gviCvenebs, rom brendis strategiasTan dakavSirebuli gadawyvetilebebi
moicavs brendis pozicionirebas, brendis saxelis SerCevas, brendis
sponsorobasa da brendis ganviTarebas.
bbrreennddiiss ppoozziicciioonniirreeoobbaa.. marketologebma miznobrivi momxmareblis gonebaSi
TavianTi brendis pozicia naTlad unda daamaxsovron. maT brendis
pozicionireba sam doneze SeuZliaT.25 brendi SesaZloa pozicionirebuli iyos
produqtis maxasiaTeblebis mixedviT. Dove-is sapnis mwarmoeblebs SeuZliaT
ilaparakon produqtis Semadgeneli gamwmendi kremis maxasiaTeblebze.
realurad, maxasiaTeblebi aris yvelaze naklebad sasurveli done brendis
pozicionirebisas, vinaidan konkurentebs advilad SeuZliaT maTi kopireba.
ufro mniSvnelovani ki isaa, rom momxmareblebs metad ainteresebT is, Tu ra
sargebeli moaqvs am maxasiaTeblebs maTTvis.
■ Zlieri brendi ZviradRirebuli aqtivia. ramdeni nacnobi brendi da
brendis simbolo SegiZliaT am suraTze moZebnoT?

268. brendis ukeTesad pozicionireba SesaZlebelia
sasurvel sargebelTan misi saxelis asocirebiT. ase
rom Dove-is marketologebs SeuZliaT ilaparakon ara
marto brendis gamwmendi kremis maxasiaTebelze,
aramed Sedegad miRebuli sufTa kanis sargebelzec.
zogierTi warmatebuli brendi, romelic sargeblis
mixedviT aris pozicionirebuli arian Volvo (usaf-
rTxoeba), Hallmark (mzrunveloba), Harley-Davidson-i
(Tavgadasavlebi), FedEx-i (amanaTis garantirebuli, 24-
saaTSi mitana), Lexus-i (xarisxi).
uZlieresi brendebi pozicionirebulebi arian
Zlier rwmenasa da faseulobebze dayrdnobiT. aseTi
brendi aRZravs Zlier emociebs myidvelSi. amdenad,
Dove-is marketologebs SeZliaT ilaparakon ara
marto gamwmend kremsa da Sedegad miRebuli sufTa
kanis sargebelze, aramed imazec, Tu raoden mimzid-
veli xdeba adamiani maTi gamoyenebis Semdeg. brendis
eqsperti mark gobi amtkicebs, rom warmatebulma
brendma momxmarebelSi universaluri emociebi unda
aRZras.26 misi sadizainero saagento, romelsac iseT
brendebze umuSavia, rogorebicaa Starbucks, Victoria’s
Secret, Godiva, Versace da Lancome, produqciis materialur
maxasiaTeblebs naklebad aqcevs yuradRebas. is upi-
ratesobas brendis irgvliv gaocebis, aRfrTovanebisa
da siyvarulis Seqmnas usvams xazs.
brendis pozicionirebisas marketologma bren-
disaTvis unda Camoayalibos misia da xedva imisa, Tu
rogori unda iyos da ra unda gaakeTos brendma.
brendi aris kompaniis sityva, piroba, myidvelTaTvis
Seqmnas niSan-TvisebaTa, sargebelTa, momsaxurebaTa da
STabeWdilebebis mudmivobis wyeba. es aris erTgvari
kontraqti momxmarebelTan,raTa man gaigos,Tu rogor
unda Seqmnas produqtma da momsaxurebam faseuloba
da momxmareblis kmayofileba. brendis kontraqti
martivi da gulwrfeli unda iyos. magaliTad, Motel 6-i
sTavazobs sufTa oTaxebs, dabal fasebsa da karg momsaxurebas, magram ar
pirdeba ZviradRirebul avejs Tu uzarmazar abazanas. misgan gansxvavebiT, Ritz-
Carlton sTavazobs mdidrul oTaxebsa da namdvilad STambeWdav garemos, magram
ara dabal fasebs.
bbrreennddiiss ssaaxxeelliiss SSeerrCCeevvaa.. kargad SerCeuli saxeli produqtis warmatebaze
udides gavlenas axdens. brendisaTvis saukeTeso saxelis SerCeva rTuli
amocanaa. es procesi iwyeba produqtisa da misi sargeblebis, miznobrivi
bazrisa da arsebuli marketinguli strategiebis saguldagulo SeswavliT.
brendis saxelis SerCevisas unda gaviTvaliswinoT Semdegi punqtebi: 1. is
unda Seicavdes raRacas, rac produqciis sargebelsa da xarisxs Seexeba. 2.
misi warmoTqma,cnoba da damaxsovreba advili unda iyos. amarTlebs mokle sax-
elebi: Tide, Crest, Puffs. magram zogjer grZeli saxelic efeqturia: ~Love My
Carpet” – xaliCis mwmendavi, “I Can’t Believe It’s Not Butter” – margarini. 3. brendis sax-
eli unda iyos gansxvavebuli. magaliTad, Taurus, Kodak, Oracle. 4. unda iyos gavr-
286 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
■ brendis pozicionireba: uZlieresi brendebis pozi-
cionireba cildeba ubralo maxasiaTebelsa da sarge-
bels. `gaanTavisufleT Tqveni fantazia~ - mogviwo-
debs ~Godiva~-s reklama
ssuurraaTTii 77..33
ZiriTadi gadawyvetilebebi brendis strategiis Sesaxeb

269. TTaavvii 77 produqti, momsaxureba da brendingis strategia 287
cobadi: Amazon.com-ma saqmianoba onlain wignebis gayidviT daiwyo, magram sax-
eli ise SearCia, rom SemdgomSi sxva kategoriebSic emuSava. 5. saxeli advilad
unda iTargmnebodes ucxo enebze. sanam niu-jersis Standart Oil-i saxels
Sesacvlelad 100 milioni dolars gadaixdida da Exxon-s dairqmevda, man
mosinja ramdenime saxeli 54 enaze 150-ze met ucxour bazarze (magaliTad,
aRmoCnda, rom saxeli Enco iaponur enaze damuxruWebul Zravas niSnavs). 6.
SesaZlebeli unda iyos misi registracia da kanoniT dacva. brendis saxeli
registrirebuli ar iqneba im SemTxvevaSi, Tu is sxva arsebuli brendebis
saxelebTan dakavSirebiT kanons daarRvevs.
SerCeuli brendis saxeli daculi unda iyos. bevri firma cdilobs,
Seqmnas brendis saxeli, romelic sabolood produqciis kategoriasTan iqneba
gaigivebuli. brendis saxelebma, rogorebicaa Kleenex, Levi’s, Xerox, Pampers da
Fiberglass, warmatebas swored am gziT miaRwies. miuxedavad amisa, SeiZleba kom-
panias saxelTan dakavSirebiT safrTxe daemuqros. Tavidan daculi bevri
brendis saxelebi, rogorebicaa celofani, aspirini, neiloni, kerosini,
linoleumi, io-io, batuti, eskalatori, Termosi da e.w. mSrali sauzme _ dRes
sazogado saxelebia, romelTa gamoyeneba yvela gamyidvels SeuZlia.
bbrreennddiiss ssppoonnssoorroobbaa.. mwarmoebels gaaCnia sponsorobis oTxi alternativa.
produqti SeiZleba Seiqmnas, rogorc mwarmoeblis brendi (an erovnuli
brendi), magaliTad Kellogg-i da IBM-i Tavis nawarms sakuTari, mwarmoeblis,
brendis saxeliT yidian. mwarmoebels agreTve SeuZlia produqcia gadamyid-
vels miyidos, romelic mas kerZo brendad aqcevs (romelsac xSirad maRaziis
an distributoris brends eZaxian). Tumca bevri mwarmoebeli sakuTari brendis
saxels qmnis, zogi upiratesobas bazris licenzirebul brends aniWebs. dabo-
los, or kompanias SeuZlia Zalebi gaaerTianos da erToblivi brendi Seqmnas.
mmwwaarrmmooeebblliiss bbrreennddii kkeerrZZoo bbrreennddiiss wwiinnaaaaRRmmddeegg.. mwarmoeblis brends gaaCnia
grZeli, dominirebuli sacalo vaWrobis gamocdileba. bolo dros bevrma
sacalo da biTumad movaWreebma Seqmnes kkeerrZZoo bbrreennddeebbii (maRaziis brendebi).
magaliTad, Sears-ma ramdenime kerZo brendi
Seqmna _ DieHard-is elementebi, Craftsman-is
samuSao iaraRebi, Kenmore-is saojaxo
mowyobilobebi da Weatherbeater-is saRebavebi.
Wal-Mart-i sTavazobs Sam’s Choice-is sasmelsa
da sakveb produqtebs, Spring Valley-is sakveb
produqtebs, Ol’ Roy-s ZaRlis sakvebs da
White Cloud-is brendis tualetis qaRalds,
xelsaxocebs, fxvnilsa da qsovilis dasar-
bilebel saSualebas. es kompaniebi amas
imisTvis akeTeben, rom erovnul (mwarmoe-
blebis) brendebs konkurencia gauwion. Best
Buy-m VPR-i personaluri kompiuterebis
kerZo brendi warmoadgina, romelic Dell-s
konkurencias uwevs. JC Penney-s aqvs 6 kerZo
didi brendi, romelTa Sorisac aris Stafford,
St. John’s Bay da Arizona. zogierT SemTxvevaSi,
kerZo brendi dizaineris brendsac ki
utoldeba. magaliTad, Saks Fifth Avenue-s aqvs
sakuTari tansacmlis Platinum-is seria,
romelSic Sedis 1,000-dolariani Jaketebi da
500 dolariani bambis perangebi. kerZo
brendis daarseba rTulia, misi stimulireba
ki _ ZviradRirebuli. miuxedavad amisa, mas
gadamyidvelisTvis maRali mogeba moaqvs.
aseve, gadamyidvels eZleva saSualeba
eqskluziuri produqcia, romlis yidvac
konkurentebTan SeuZlebelia, SesTavazos
momxmarebels. amas, SesaZlebelia mohyves
maRaziis klienturis zrda da maTi
loialoba.
kkeerrZZoo bbrreennddii ((Private
(or store) brand)
pozitiuri, ganmasx-
vavebeli efeqti, ro-
melic, brendis cod-
nis SemTxvevaSi, gav-
lenas axdens momxma-
reblis produqtze
Tu momsaxurebaze
gamoxmaurebisas.
■ kerZo brendi: Loblaw-s brendi iseTi popularuli gaxda, rom
licenziebs gascems sxvadasxva sacalo movaWres aSS-sa da
kanadis masStabiT.

270. am e.w. brendebis brZolaSi, romelic mwarmoeblebis brendsa da kerZo
brends Soris mimdinareobs, sacalo movaWreebs bevri upiratesoba gaaCniaT.
isini akontroleben maRaziebSi produqciis ganlagebas da maT fasebs.
gadamyidvelebi kerZo brends konkurent mwarmoebelTa brendebTan SedarebiT
nakleb fass adeben da amiT dabali biujetis mqone myidvelebs izidaven. bevri
maRaziis mepatrone darwmunebulia,rom maRaziis sakuTari brendi xSirad didi
mwarmoeblebis mier aris Seqmnili.
bevri sacalod movaWre mwarmoebels savaWrod gamoyofili adgilis
gadasaxadsac uwesebs, romelsac calobiT movaWre moiTxovs manam, sanam axal
produqts miiRebs da is maRaziis Taroze moxvdeba. am gadasaxadis mimarT fed-
eraluri vaWrobis komisia kritikulad aris ganwyobili da wuxs, rom aman
SeiZleba konkurencia Seaviwrovos, radgan SedarebiT patara
mwarmoeblebisaTvis, romelTac ar SeuZliaT gadasaxadis gadaxda, SeizRuda
sacalo vaWrobiT momxmarebelze gasvlis SesaZlebloba.27
iqidan gamomdinare, rom kerZo brendebis xarisxi dRiTi dRe umjobesdeba
da TavianTi maRaziis qselebSi momxmareblebis met ndobas ipoveben, kerZo
brendi mwarmoeblis brends Zlier konkurencias uwevs.28
amerikis supermarketebSi kerZo brendis mqone produqtebs sasursaTo pro-
duqtebis kategoriebis 40%-Si pirveli, meore da mesame adgilebi ukaviaT.
mTlianobaSi, is amerikis supermarketebis, afTiaqebisa da masobrivi maRaziebis
gayidvebis 20%-ze mets ipyrobs. kerZo iarliyis mqone samosi ki mTeli
gayiduli samosis 36%-s Seadgens.29 imisaTvis rom kerZo brendebi CamoiSoron,
wamyvani brendebis mwarmoeblebi iZulebulni arian, fuli kvlevasa da
ganviTarebaSi daabandon, raTa axali brendi, axali niSan-Tvisebebi da xarisxis
gaumjobesebis axali saSualebebi Seqmnan. isini cdiloben Camoayalibon
Zlieri sareklamo programebi, raTa maRali cnobadoba da upiratesoba
SeinarCunon da mTavar distributorebTan partniorobis gzebs eZeben.
lliicceennzziirreebbaa.. bevr mwarmoebels sakuTari brendis saxelis Sesaqmnelad wlebi
da milionebis daxarjva sWirdeba. zogierTi kompania licenzias iRebs sax-
elebisa da simboloebis gamoyenebaze, romlebic an sxva mwarmoeblebis mier
iyo Seqmnili, an cnobili adamianebis Tu popu-
laruli kinoebisa da wignebis gmirTa sax-
elebs warmoadgenen.
tansacmlisa da aqsesuarebis gamyidvelebi
did honorarebs ixdian, raTa meti momxib-
vleloba Sematon TavianT produqcias _
kostiumebs, halstuxebs, TeTreuls, - iseTi cno-
bili inovatorebis saxelebsa Tu inicialebis
miniWebiT, rogorebic arian Calvin Klein, Tommy
Hilfiger, Gucci Tu Armani. bavSvebisaTvis gankuT-
vnili produqciis gamyidvelebi tansacmels,
saTamaSoebs, saskolo nivTebs, sacvlebs,
Tojinebs, sakvebsa da sxva sagnebs sayvareli
gmirebis saxelebs aweren. licenzirebulia
gmirTa iseTi saxelebi, rogorebicaa klasi-
kuri Sesame Street, Disney, Peanuts, Winnie the Pooh, the
Muppets, Scooby Doo da Dr. Seuss da Tanamedrove
Teletubbies, Pokemon, Powerpuff Girls, Rugrats, Blue’s
Clues, Harry Potter-is gmirebi. sacalo vaWrobaSi
saTamaSoebis gayidvebis TiTqmis naxevarze
meti satelevizio Souebisa da kinosuraTebis
gmirebis gamosaxulebis mqone produqtebze
modis, rogorebicaa Scooby Doo, SpongeBob, The Lion
King, Batman, Star Trek, Star Wars, Spider-Man, Men in
Black an Harry Potter.30
bolo wlebSi saxelebisa da gmirebis
licenzireba Zalze gaxSirda. aSS-sa da
kanadaSi licenzirebuli produqciis wliuri
sacalo vaWroba 1977 wels 4 miliardi dolar-
idan, 1987 wels 55 miliardamde gaizarda, dRes
288 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
■ multfilmis personaJis licenzireba: Warner Brothers-ma
Looney Tunes-is personaJebi msoflioSi yvelaze ZviradRirebul
licenziad aqcia.

271. TTaavvii 77 produqti, momsaxureba da brendingis strategia 289
ki maCvenebelma 71 miliards miaRwia. bevri kompaniisaTvis dapatenteba
maRalmogebiani biznesia. magaliTad, Warner Brothers-ma Looney Tunes-is personaJebi
msoflioSi yvelaze ZviradRirebul licenziad aqcia. wliurad Bugs Bunny-is,
Daffy Duck-is, Fogharn Leghorn-is, Looney Tunes-isa Tu 100-ze meti sxva personaJis
gamosaxulebis mqone produqciis sacalo vaWrobidan 6 miliard dolars
iRebs. Warner Brothers-ma jer kidev unda gamoavlinos Tavisi meorexarisxovani
personaJebis potenciali. magaliTad, Tazmanian Devil-i mxolod 5 multfilmSi
Cans, magram urTierTdapatentebis SeTanxmebiT iseT organizaciebTan, rogore-
bicaa Harley-Davidson-i da NFL-i, Taz-i metad popularuli gaxda. Warner Brothers-i
imave potencials elis Michigan Frog-isa da Speedy Gonzales-isagan laTinur
bazarze.31
dapatentebis yvelaze mzardi kategoria korporaciuli brendis dapaten-
tebaa, radgan sul ufro meti komerciuli Tu arakomerciuli organizacia
sakuTar saxelebs apatentebs,raTa damatebiTi Semosavali da brendis aRiareba
moipovon. magaliTad, Coca-Cola-s 57 qveyanaSi 320 patenti gaaCnia da 10,000-ze
meti saxeobis produqts awarmoebs, dawyebuli bavSvebis tansacmliT da
`boqserebiT~ (SortebiT) damTavrebuli sayureebiT, Coca-Cola-s Tojina barbiTa
da TviT saTevzao satyuariT, romelsac Coca-Cola-s pawawina boTlis forma
aqvs. gasul wels 1 miliardze meti dolaris Rirebulebis Coca-Cola-s dapaten-
tebuli produqcia gaiyida.32
eerrTToobblliivvii bbrreennddiinnggii.. miuxedavad imis, rom kompaniebi ukve didi xania
eerrTToobblliivvii bbrreennddiiss produqcias uSveben, bolo xanebSi am sferoSi gamococ-
xleba SeiniSneba. produqciis erToblivi brendingi xdeba im SemTxvevaSi,
rodesac sxvadasxva kompaniis ori aRiarebuli brendis saxeli erTsa da imave
produqtzea gamoyenebuli. magaliTad,Nabisco SeuerTda Pillsbury-s da Pillsbury Oreo
Bars-is sacxobi kompleqsi Seqmna; Kellogg-i SeuerTda ConAgra-s, raTa Healthy
Choice From Kellogg’s Cereals Seeqmna; Ford-ma da Eddie Bauer-ma Seqmnes sportuli man-
qana Ford Explorer-i; General Electric-ma Culligan-Tan TanamSromlobiT wylis macivari
Seqmna; Mattel-i daukavSirda Coca-Cola-s, raTa bazarze Soda Fountain Sweetheart Barbie
gaetana. erToblivi brendingis umravles SemTxvevaSi, erTi kompania meore kom-
paniis cnobil brendis gamoyenebaze licenzias iRebs da mas Tavis brendTan
kombinaciaSi iyenebs.
erTobliv brendingis bevri upiratesoba gaaCnia. imis gamo, rom TiToeuli
brendi gansxvavebul kategoriaSi dominirebs, kombinirebuli brendebi ipy-
roben momxmareblis ufro met yuradRebasa da zrdis brendis kapitals.
erToblivi brendingi kompanias aseve saSulebas aZlevs, Tavisi arsebuli
brendi iseT kategoriaSi gaavrcelos, sadac misi marto danergva mraval
sirTulesTan iqneba dakavSirebuli.
erTobliv brendings SezRudvebic gaaCnia. Cveulebriv, aseTi saxis
urTierTobebi rTul kontraqtebTan da licenziebTanaa dakavSirebuli.
erToblivi brendirebis SemTxvevaSi partniorma kompaniebma erTmaneTTan sag-
uldagulod unda SeaTanxmon sareklamo, gayidvebis stimulirebisa da sxva
marketinguli Zalisxmevebi. da bolos, erToblivi brendingis SemTxvevaSi,
partniorebs unda sjerodeT rom TiToeuli maTgani brneds kargad mixedavs.
magaliTad ganvixiloT Kmart-isa da Martha Stewart-is brendebis Serwymis
SemTxveva. rodesac Kmart-ma gakotrebis Sesaxeb gaakeTa gancxadeba, man Martha
Stewart-is brends Crdili miayena. mogvianebiT ki, rodesac Martha Stewart-i
araeTikur Tu ukanono finansur garigebebSi daadanaSaules, aman Kmart-isadmi
uaryofiTi asociacia gamoiwvia. Nabisco-s erT-erTi menejeri amas Semdegnairad
ayalibebs: `sakuTari brendis sxvisTvis gadacema RviZli Svilis gasxvisebas
hgavs – am dros Sen darwmunebuli unda iyo rom yvelaferi saukeTesod
iqneba.~33
bbrreennddiiss ggaannvviiTTaarreebbaa.. rodesac saqme brendis ganviTarebas exeba, kompanias oTxi
arCevani gaaCnia (ixileT suraTi 7.4): seriis gafarToebis strategia (arsebuli
brendis saxelis qveS arsebuli produqciis kategoriaSi gafarToeba); brendis
gafarToebis strategia (arsebuli brendis saxelis qveS axali produqciis
kategoriaSi Sesvla); mravali brendis strategia (axali brendis saxelis qveS
imave produqciis kategoriaSi gafarToeba); axali brendis strategia (axali
brendis saxelis danergva axali produqciis kategoriaSi).
eerrTToobblliivvii bbrreennddiinn--
ggii ((Co-branding)
erTsa da imave pro-
duqtze arsebuli
ori sxvadasxva kom-
paniis brendis sax-
elebis gamoyeneba.

272. sseerriiiiss ggaaffaarrTTooeebbiiss ssttrraatteeggiiaa.. sseerriiiiss ggaaffaarrTTooeebbiiss ssttrraatteeggiiaa gulisxmobs
mocemuli produqtis kategoriisaTvis axali maxasiaTeblebis damatebas imave
brendis saxelis qveS. es maxasiaTeblebi SeiZleba iyos axali surneli, forma,
feri, damatebiTi ingredientebi Tu zoma. magaliTad, Dannon-ma waradgina ram-
denime produqciis seriis gafarToeba, romelSic Sedis 7 axali iogurtis
aromati, cximebisagan Tavisufali iogurti da ekonomiuri zomis iogurti.
Morton Salt-ma Tavisi seria gaafarTova da axla is moicavs Morton Coarse Kosher
Salt-s, Morton Lite Salt-s (naklebi sodiT), Morton Popcorn Salt-sa da Morton Nature’s Season-
is sezonur narevs. axali produqtebis umravlesoba warmoadgens seriis
gafarToebas.
kompania seriis gafarToebis strategias irCevs rodesac is warmoadgens
axali produqtis bazarze Setanis dabalfasian da naklebad sarisko gzas. an
rodesac seriis gafaraToeba akmayofilebs momxmareblis mravalferovan
survilebs, an ubralod maSin rodesac kompanias gadamyidvelisagan Taroze
ufro meti sivrce surs, rom daisakuTros. Tumca, produqciis seriis
gafarToebis strategia garkveuli saxis riskTanacaa dakavSirebuli. zed-
metad gafarToebulma brendis saxelma SeiZleba dakargos Tavisi specifikuri
mniSvneloba da momxmareblis imedgacrueba da guldawyveta gamoiwvios.
magaliTad, momxmarebeli adgilobriv supermarketSi burRuleulis yidvisas
xedavs 150-ze met brends (SesaZloa, vTqvaT marto Wvavis 30-ze met gansxvave-
bul brends), rac iwvevs momxmareblis dabnevasa da gaRizianebas.
seriis gafarToebasTan dakavSirebuli kidev erTi riski isaa, rom erTi
produqtis gayidvebis zrda SeiZleba seriaSi sxva produqtis gayidvebis
Semcirebis xarjze moxdes. produqciis seriis gafarToeba Tavis daniSnulebas
saukeTesod maSin asrulebs, rodesac is gayidvebs konkurent brendis xarjze
zrdis da ara maSin, rodesac is kompaniis sxva produqtebis kanibalizacias
axdens.
290 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
■ seriis gafarToeba:
Morton yidis marilisa
da sakmazebis produq-
tis serias yvelanairi
SemTxvevisTvis.
ssuurraaTTii 77..44
brendis ganviTa-
rebis strategiebi
pprroodduuqqcciiiiss sseerriiiiss
ggaaffaarrTTooeebbaa ((Line
extension)
warmatebuli bren-
dis saxelis gamoye-
neba, romelic miznad
isaxavs mocemuli
produqtis katego-
riisaTvis axali
produqtis damatebas
imave brendis saxe-
liT, axali surne-
liT, formiT, feriT,
damatebiTi ingre-
dientebiTa Tu
zomiT.

273. TTaavvii 77 produqti, momsaxureba da brendingis strategia 291
bbrreennddiiss ggaannvvrrccoobbiiss ssttrraatteeggiiaa.. bbrreennddiiss ggaannvvrrccoobbiiss ssttrraatteeggiiaa moicavs pro-
duqtis axal kategoriaSi modificirebuli an axali produqtis gamoSvebas
warmatebuli brendis saxelis gamoyenebiT. Mattel-ma gamoiyena Barbie-s Tojinis
warmatebuli brendi da axali kategoriebi Seqmna, romelic moicavs barbis
saxlis avejs,barbis kosmetikas,barbis eleqtronikas Tu barbis wignebs,barbis
sportul inventarsa da TviT barbis jguf - Beyond Pink-s. Honda Tavisi komap-
niis saxels sxvadasxva produqciisaTvis iyenebs, rogorebicaa, avtomobilebi,
motocikletebi, gazonis sakreWi manqanebi, katerebi da buranebi. es Honda-s
aZlevs saSualebas ganacxados rom mas SeuZlia `6 Honda 2-adgilian garaJSi~
moaTavsos. Swiss Army-s mzis saTvaleebi, Disney Cruise Lines-i, Cosmopolitan-is nakle-
bcximiani rZis produqtebi, Century 21 Home Improvements da Brinks-is saxlis
usafrTxoebis sistemebi – yvelaferi brendis ganvrcobis magaliTebia.
brendis ganvrcobis strategia axal produqts swraf aRiarebasa da ufro
swraf gavrcelebis saSualebas aZlevs. is zogavs reklamis xarjebsac,
romelic, Cveulebriv, axali brendis saxelis Semnisas aris saWiro. amasTanave,
brendis ganvrcobis strategia riskTanacaa dakavSirebuli. brendis ganvr-
cobebi, rogorebicaa Bic pantyhose, Heinz-is Sinauri cxovelebis sakvebi, LifeSavers-
is saReWi rezina da Clorox-is TeTreulis fxvnili, Tavidanve marcxisaTvis iyv-
nen ganwirulni. ganvrcobam SesaZloa mTavari brendis imijic ki daazianos. da,
Tu brendis ganvrcobam kraxi ganicada, es aucileblad Crdils miayenebs momx-
mareblis sxva, imave brendis saxelis mqone, produqtebisadmi damokidebulebas.
ufro metic, brendis saxeli miuxedavad misi warmatebulobisa calkeuli
produqtisaTvis SesaZloa arc Tu ise zusti da Sesabamisi iyos. magaliTad,
albaT aravin iyidis Texaco-s rZesa Tu Alpo-s souss. xSiri gamoyenebis Sedegad,
momxmarebels gonebaSi gansakuTrebuli aRqma gaaCnia TiToeul brendisadmi,
amitom kompaniebma, romlebic brendis gavrcobas cdiloben, kargad unda
gamoikvlion da gansazRvron, Tu ramdenad asocirdeba axali produqcia am
aRqmasTan.34
mmrraavvaallii bbrreennddiiss ssttrraatteeggiiaa.. xSirad, kompaniebi erTsa da imave kategoriaSi
sxvadasxva brendebss nergaven. magaliTad P&G-s TiToeuli Tavisi produqtis
kategoriaSi mravali sxvadasxva brendi gaaCnia. mravali brendis strategia
gvTavazobs yidvis gansxvavebul motivebze sxvadasxva niSan-TvisebaTa da
mimarTvaTa Seqmnis SesaZleblobas. is agreTve kompanias gadamyidvelis
Taroebis meti nawilis dakavebis saSualebas aZlevs.Aaseve kompanias SesaZloa
surdes, Tavisi ZiriTadi brendi damcavi brendebis SeqmniT daicvas. Seiko
sxvadasxva brendis saxelebs iyenebs Tavisi ZviradRirebuli (Seiko Lasalle) da
iafi saaTebisaTvis (Pulsar), raTa Seiko-s ZiriTadi brendis flangebi daicvas.
mravali brendis strategiis mTavari uaryofiTi mxare aris is, rom
TiToeulma brendma SesaZloa bazris mxolod mcire nawili daikavos da arc
erTi maTgani didad momgebiani ar iyos.A kompania, SesaZloa, iZulebuli gaxdes
uamrav brendebze Tavisi resursebi xarjos, imis magivrad rom ramdenime
Zlieri maRalmomgebiani brendi Seqmnas. am SemTxvevaSi kompaniebma unda
Seamciron mocemul kategoriaSi arsebuli brendebis ricxvi da axali brendis
SesarCevad ufro mkacr procedurebs mimarTon.
aaxxaallii bbrreennddiiss ssttrraatteeggiiaa.. kompaniam SesaZloa daadginos, rom misi brendis sax-
eli fermkrTaldeba da axali brendis saxelia saWiro. Aan kompaniam SesaZloa
axali brendis saxeli Seqmnas, rodesac is produqciis axal kategoriaSi
Sedis, roelsac arc erTi arsebuli brendis saxeli ar Seesabameba. magaliTad,
Honda-m Acura-s brendi Seqmna, raTa misi mdidruli manqana ukve aRiarebuli
Honda-s seriisagan ganesxvavebina. Toyota-m ki Scion-is avtomobili Seqmna,
romelic ZiriTadad Taoba Y-zea gamiznuli. iaponuri Matsushita Tavisi pro-
duqciis calkeuli ojaxebisaTvis sxvadasxva saxelebs iyenebs: Technics,
Panasonic, National da Quasar.
iseve rogorc mravali brendis strategia, axali brendis strategiis
SeTavazebac kompaniis resursebis did danaxarjebs iTxovs. da zogierT
industriaSi, rogoricaa samomxmareblo SefuTuli saqoneli, momxmareblebi da
sacalo movaWreni aTviTcnobiereben, rom arsebobs zedmetad bevri brendi,
romelTa Sorisac gansxvaveba Zalzed mcirea. ase rom P&G, Frito-Lay da samomx-
mareblo produqtis sxva didi mwarmoeblebi axla iyeneben megabrendis
bbrreennddiiss ggaannvvrrccoobbaa
((Brand extension)
modificirebuli an
axali produqtis
gamoSveba warmate-
buli brendis sax-
elis gamoyenebiT.

274. 292 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
strategias, rac niSnavs susti brendebis gauqmebasa da resursebis xarjvas im
brendebze, romelTac bazarze TavianT kategoriaSi pirveli an meore adgilis
miRweva SeuZliaT.
bbrreennddeebbiiss mmeenneejjmmeennttii
kompaniebma brendebis menejmenti guldasmiT unda awarmoon. pirvel rigSi,
brendebis Sesaxeb informacia mudmivad unda miewodebodes momxmarebels. mar-
ketologebi, xSirad, Zalian did Tanxas xarjavs reklamaze, raTa TavianTi
brendi metad cnobadi gaxadon da momxmareblis loialoba daimsaxuron.
magaliTad, AT&T Tavisi brendis ganviTarebis xelSesawyobad yovelwliurad
TiTqmis miliard dolars xarjavs, McDonald’s ki – 600 milions.35
aseTi sareklamo kampania xels uwyobs brendis saxelis aRiarebas, misi
cnobadobis zrdas da SesaZloa momxmareblis mxridan brendis upirate-
sobasac. Tumca faqtia, rom brendis popularoba xdeba ara mxolod reklamiT,
aramed masTan dakavSirebuli gamocdilebiT rac reklamasTan erTad moicavs
brendis piradad gamocdas, pirad urTierTobas kompaniis personalTan, satele-
fono kontaqts, kompaniis veb-gverdebsa da a.S. TiToeulma aman brendis aRqmasa
da mis mimarT damokidebulebaze SesaZloa dadebiTi an uaryofiTi gavlena
iqonios. amitom kompaniam amaSi iseTive Zalisxmeva unda Cados, rogoric
reklamis damzadebaSi.
brendis adgili uryevia, sanam mTeli kompania mis arsebobas xels uwyobs.
aqedan gamomdinare, kompaniam Tavisi TanamSromlebi unda daatreningos, raTa
isini yovelTvis momxmarebelze orientirebulebi iyvnen. kompaniam Tavis mom-
saxure personalSi unda danergos sakuTari produqciisa da momsaxurebisadmi
pativiscema, raTa maTi enTuziazmi mogvianebiT momxmarebels gadaeces. iseTma
kompaniebma, rogorebicaa Nordstrom, Lexus, Dell da Harley Davidson, warmatebas
sakuTari momsaxure personalis, rogorc enTuziazmiT Sepyrobili brendis
Semqmnelebis CamoyalibebiT miaRwies. kompaniebs SeuZliaT TavianTi person-
alis dasaxmareblad seminarebi Caataron, raTa maT ukeT gaigon da
gaaTviTcnobieron, Tu raSi mdgomareobs brendis ZiliTadi arsi. bevri kompa-
nia ufro Sors midis da Tavis distributorebsa da dilerebs wvrTnis, raTa
isini momxmareblebs ukeT moemsaxuron.
am yvelafridan gamomdinare, SeiZleba davaskvnaT, rom kompaniis brendebis
marTva mxolod brendis menejeris kompetencia ar aris. brendis menejerebs im
aucilebeli operaciebis sawarmoeblad sakmarisi Zala Tu SesaZlebloba ar
gaaCniaT, rom TavianTi brendi Seqmnan da gazardon. metic, brendis menejeri
xSirad yuradRebas amaxvilebs moklevadian Sedegebze, maSin rodesac brendis
menejmenti, rogorc kompaniis aqtivi, grZelvadian strategias moiTxovs. amde-
nad,zogierTi kompania axla mTavari brendebis samarTavad brendis menejmentis
gundebs qmnis. Canada Dry-m da Colgate-Palmolive-ma brendis kapitalis menejerebis
Tanamdebobebi Seqmnes, raTa SeinarCunon da daicvan TavianTi brendis imiji da
xarisxi. Hewlett-Packard-ma daniSna momxmarebelTa urTierTobis aRmasrulebeli
direqtori momxmareblebisa da B2B-is ganyofilebebSi. maTi saqmea, Tvalyuri
adevnon, Seafason da gaaumjobeson momxmarebelTa damokidebuleba HP-is pro-
duqciisadmi. isini TavianTi sapasuxismgeblo saqmianobis Sedegebs pirdapir
prezidents awvdian.
dabolos, kompaniisaTvis aucilebelia Tavisi brendebis Zlieri da susti
mxareebis perioduli gamokvleva.36 SekiTxvebi ZiriTadad aseTi saxis iqneba:
SeZlo Tu ara Cvenma brendma momxmareblisaTvis sargeblis miwodeba? swori
pozicionireba aqvs Tu ara brends? akmayofilebs Tu ara brendis pozicia
momxmareblis yvela moTxovnas? aqvT Tu ara brendis menejerebs gacnobiere-
buli, Tu ra mniSvneloba aqvs mas momxmareblisTvis? iRebs Tu ara brendi
saWiro mxardaWeras?
gamokvlevam SesaZloa aRmoaCinos zogierTi brendebis pozicionirebis
Secvlis aucilebloba, rac damokidebulia momxmareblis prioritetebis
cvalebadobaze an axal konkurentebze. zogierT SemTxvevaSi, xdeba produqtis,
momsaxurebis an TviT kompaniis sruli rebrendingi. amas mowmobs Verizon
Communication, romelic Seiqmna Bell Atlantic-isa da GTE-is gaerTianebis Sedegad.
kompaniam gadawyvita, rom arc erTi Zveli saxeli axali kompaniis pozicias ar
Seefereboda. `Cven gvWirdeboda uZlieresi brendi, raTa yvela Cveni Zveli sax-

275. TTaavvii 77 produqti, momsaxureba da brendingis strategia 293
elebi ukan mogvetovebina~, – ambobs Verizon-is vice-prezidenti brendis menej-
mentisa da marketinguli momsaxurebis sferoSi. Zvelma saxelebma xalxs Tavi
moabezra, maT Zvelmoduri satelefono kompaniis imiji Camoayalibes da
`inovaciaTa axali arealis marketings CamogvaSores, romelic moicavs maRali
siCqaris mqone internet-momsaxurebebs~. axali brendis Seqmnis ideam
gaamarTla. Verizon Wireless-i axla satelefono momsaxurebis wamyvani mimwodebe-
lia, romelsac bazris 21% ukavia. mas mosdevs Cingular Wireless-i, meore axali
brendi, romelic Bell South-isa da SBC Communications-is erToblivi wamowyebis
mier Seiqmna.37
aRsaniSnavia rom, axali brendis Seqmna da momxmareblebis masTan Segueba
Zalzed did Zalisxmevas moiTxovs. Verizon-ma axali brendis 4-kvirian rekla-
maze 10 milion dolarze meti daxarja. da es mxolod dasawyisi iyo. kompania
iZulebuli gaxda Tavisi 70,000-iani satvirTo manqanebis parki, garaJebi Tu
serviscentrebi gadaeReba. kompanias aseve dasWirda 250,000 taqsofonis xelaxa-
li etiketireba, 91 mln momxmareblis angariSis uwyisisTvis axali dizainis
Seqmna da video da sxva saganmanaTleblo RonisZiebebis gatareba saxlebSi
momsaxure personalisaTvis.
■❚ mmoommssaaxxuurreebbiiss mmaarrkkeettiinnggii
bolo wlebis ganmavlobaSi momsaxurebis seqtori mkveTrad gaizarda.
dResdReobiT momsaxureba Seadgens amerikis mTliani Sida produqtis 74%-s.
maSin rodesac 1970 wels amerikaSi samuSao adgilebis 55% momsaxurebis
seqtorSi iyo, DdRes is mTliani dasaqmebis 82%-mde gaizarda. momsaxurebis seq-
tori msoflio ekonomikaSic mkveTrad izrdeba da mTeli saerTaSoriso
vaWrobis meoTxeds warmoadgens.38
momsaxurebis industria Zalzed mravalferovania. mTavroba gvTavazobs
sasamarTlo, saavadmyofo, samxedro, policiisa da saxanZro departamentebs,
fostisa Tu skolebis momsaxurebas. kerZo, arakomerciuli organizaciebi
gvTavazoben muzeumebis, saqvelmoqmedo fondebis, eklesiebis, kolejebisa da
saavadmyofoebis momsaxurebas; biznesorganizaciaTa umravlesoba ki – aviax-
azebis, bankebis, sastumroebis, sadazRvevo kompaniebis, sakonsultacio, samedi-
cino Tu iuridiuli firmebis, gasarTobi kompaniebis, uZravi qonebis firmebis,
sareklamo da kvleviTi saagentoebis, sacalo vaWrobis momsaxurebebs.
mmoommssaaxxuurreebbiiss ZZiirriiTTaaddii mmaaxxaassiiaaTTeebblleebbii ddaa nniiSSaann--TTvviisseebbeebbii
marketinguli programis Seqmnis dros kompaniam mxedvelobaSi unda miiRos
momsaxurebis oTxi ZiriTadi maxasiaTebeli: aramaterialuroba, ganuyofloba,
heterogenuloba da malfuWebadoba.
mmoommssaaxxuurreebbiiss aarraammaatteerriiaalluurroobbaa momsaxurebis ZiriTadi maxasiaTebelia
is, rom misi danaxva, gasinjva, SegrZneba, gageba an ynosva SeuZlebelia mis
SeZenamde. magaliTad, adamiani, romelic kosmetikur operacias ikeTebs, Sedegs
operaciamde ver naxavs. aviaciis mgzavrebs xelT aqvT mxolod bileTi da
piroba imisa, rom isini TavianTi bargiT usafrTxod iqnebian gadayvanilni
daniSnulebis adgilze. imisaTvis rom gaurkvevlobis faqtori Seamciron, myid-
velebi momsaxurebis xarisxis `signalebs~ eZeben. isini momsaxurebis xarisxTan
mmoommssaaxxuurreebbiiss aarraammaa--
tteerriiaalluurroobbaa ((Service
intangibility)
momsaxurebis mTava-
ri maxasiaTebeli
aris is, rom danaxva,
gasinjva, SegrZneba,
gageba an ynosva
SeuZlebelia SeZenamde.
ssuurraaTTii 77..55
momsaxurebis oTxi
maxasiaTebeli

276. 294 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
dakavSirebiT daskvnebs akeTeben im adgilis, xalxis, fasis, manqana-danadgare-
bisa da komunikaciebis mixedviT, romelTac isini xedaven.
amdenad, momsaxurebis mimwodeblis amocanaa, sxvadasxva gzebis saSualebiT
momsaxureba materialuri gaxados da misi xarisxis Sesaxeb momxmarebels
swori informacia miawodos. erT-erTi analitikosi mtkicebulebis marTvas
uwodebs SemTxvevas, rodesac momsaxurebis organizacia Tavis momxmarebels
Tavisi SesaZleblobebs organizebulad da patiosnad usabuTebs. ase maga-
liTad, Mayo Clinic-i TvalnaTel mtkicebulebis marTvas awarmoebs.39
aravis uyvars saavadmyofoebSi siaruli, radgan yovelTvis nervi-
ulobasa da SiSTan aris dakavSirebli. ufro metic, pacientebisTvis
Zalze Znelia `produqtis~ xarisxis gansazRvra. SeuZlebelia misi
gasinjva an ukan dabruneba im SemTxvevaSi,Tu ar mogewonebaT; saWiroa
Sesabamisi ganaTleba, imisaTvis rom ukeT gansazRvroT misi xarisxi-
anoba. amgvarad, rodesac samedicino sferos ganvixilavT, umravlesoba
Cvengani qvecnobierad deteqtivis rolSi gvevlineba, romelic eZebs
kompetenturobis, mzrunvelobisa da patiosnebis samxilebs. Mayo Clinic-i
am samxils beds ar andobs. vizualurad STambeWdavi maniSneblebis
frTxili marTviT, igi pacientebsa da maT ojaxebs sakuTar siZlie-
resa da faseulobebze konkretul samxilebs sTavazobs. magaliTad,
klinikis momsaxure personalis yvela qmedeba mimarTulia paciente-
bis keTildReobisaken. `Cemi eqimi saxlSi mirekavs,Cemi janmrTelobis
mdgomareoba rom Seamowmos. igi cdilobs Tavisi ganrigi Cemsas
SeuTavsos~. – ambobs erT-erTi pacienti. Mayo-s fizikuri garemoc
dadebiTi niSan-TvisebebiT xasiaTdeba. misi dizaini specialuradaa
Seqmnili, raTa stresi Seamsubuqos; is sTavazobs myudro, dadebiT
garemos, zrunavs da pativs scems pacientebs, upiratesobas aniWebs kom-
petenturobas, da saWiro gzis povnas giadvilebT. Sedegi? Zalze
dadebiTi sityvieri marketingi da momxmarebelTa mudmivi loialobaa,
ramac Mayo Clinic-s saSualeba misca, jandacvaSi yvelaze mcire
reklamiT namdvilad yvelaze Zlieri brendi Seeqmna.
fizikuri saqoneli iwarmoeba, maRaziaSi Tavsdeba, mogvianebiT ki iyideba
da moixmareba myidvelis mier. momsaxureba ki, piriqiT – pirvelad iyideba,
Semdeg erTsa da imave dros iwarmoeba da moixmareba. mmoommssaaxxuurreebbiiss ggaannuuyy--
oofflloobbaa gulisxmobs, rom SeuZlebelia momsaxurebisa da misi mimwodeblis
erTmaneTisagan gancalkeveba nebismier SemTxvevaSi iqneba es mimwodebeli
adamiani Tu manqana. Tu momsaxure personali uzrunvelyofs momsaxurebiT, is
am momsaxurebis nawili Tavad xdeba. gamomdinare iqidan, rom am procesSi momx-
marebelic aris CarTuli, mimwodebel-momxmareblis urTierTobac momsaxure-
bis marketingis mniSvnelovani maxasiaTebelia. mimwodebelic da momxmare-
belic gavlenas axdenen momsaxurebis Sedegze.
mmoommssaaxxuurreebbiiss hheetteerrooggeennuulloobbaa ((ccvvllaaddoobbaa)) gulisxmobs, rom momsaxurebis
xarisxi damokidebulia imaze, Tu vin, rodis, sad da rogor sTavazobs mas momx-
marebels. magaliTad, zogierT sastumros, vTqvaT Marriott-s, sxvebTan SedarebiT
ukeTesi momsaxurebis gamo, kargi reputacia aqvs. da mainc, SesaZloa Marriott-is
erT sastumroSi registraciis dafasTan mdgomi erTi momsaxure personali
Tbili da saqmis mcodne iyos,maSin rodesac mis gverdiT mdgomi TanamSromeli
usiamovno da neli. Marriott-is erTi da imave momsaxure personalis momsaxure-
bis xarisxic ki mravalferovania imisda mixedviT, Tu rogori ganwyobilebaze
iqneba igi momxmarebelTan urTierTobisas.
mmoommssaaxxuurreebbiiss mmaallddffuuWWeebbaaddoobbaa momsaxurebis maxasiaTebelia, romlis
mixedviTac momsaxurebis Senaxva da Semdgomi gamoyeneba SeuZlebelia.
zogierTi eqimi pacients gacdenili konsultaciebisaTvis ajarimebs, radgan
momsaxurebis xarisxi mcirdeba,rodesac pacienti arRvevs dagegmil kurss. mom-
saxurebis malfuWebadoba problema araa, rodesac moTxovna myaria. Tumca
rodesac moTxovna aramyaria, momsaxurebis mimwodebel firmebs xSirad
rTulad gadasaWreli problemebi aqvT. magaliTad, pikis saaTis gamo, satrans-
porto kompaniebi ufro met manqana-danadgarebs saWiroeben, vidre aqvT. amde-
nad, momsaxurebis firmebi xSirad strategiebs qmnian, raTa moTxovna da
miwodeba erTmaneTs ukeTesad Seewyos. sastumroebi kurortebze arasezonur
periodSi SedarebiT dabal fasebs aweseben, raTa ufro meti stumari miizidon.
mmoommssaaxxuurreebbiiss ggaannuu--
yyoofflloobbaa ((Service
inseparability)
momsaxurebis mTava-
ri maxasiaTebeli
romlis mixedviTac
momsaxureba iwarmoe-
ba da moixmareba er-
Tsa da imave dros
da misi da misi mim-
wodeblis erTmaneTi-
sagan gancalkeveba
SeuZlebelia.
mmoommssaaxxuurreebbiiss hheetteerroo--
ggeennuulloobbaa ((ccvvllaaddoobbaa))
((Service variability)
momsaxurebis mTava-
ri maxasiaTebeli
romlis mixedviTac
momsaxurebis xaris-
xi Zalzed cvaleba-
dia da damokidebu-
lia imaze, Tu vin,
rodis, sad da ro-
gor sTavazobs mas
momxmarebels.
mmoommssaaxxuurreebbiiss mmaallffuu--
WWeebbaaddoobbaa ((Service
perishability)
momsaxurebis mTava-
ri maxasiaTebeli,
romlis mixedviTac
momsaxurebis Semd-
gomi gamoyenebisaT-
vis an gadayidvisT-
vis Senaxva SeuZle-
belia.

277. TTaavvii 77 produqti, momsaxureba da brendingis strategia 295
restornebi ki naxevar ganakveTze qiraoben momsaxure personals, romelic
saWiroebis SemTxvevaSi imuSavebs.
mmaarrkkeettiinngguullii ssttrraatteeggiiaa mmoommssaaxxuurreebbiiss mmiimmwwooddeebbeellii kkoommppaanniieebbiissaaTTvviiss
produqtis mwarmoebeli kompaniebis msgavsad, momsaxurebis mimwodebeli kargi
firmebic iyeneben marketings, raTa miznobriv bazarze TavianTi adgili daim-
kvidron. magaliTad, Southwest Airlines-i sTavazobs arc Tu ise komfortul mom-
saxurebas dabali samgzavro fasebiT; Wal-Mart-i pirdeba `yovelTvis dabal
fasebs, yovelTvis’’; Ritz-Carlton-is sastumroebi dauviwyar gamocdilebas sTa-
vazobs, romelic `acocxlebs grZnobebs, axangrZlivebs kargad yofnas da stum-
rebis farul survilebsa da ocnebebsac ki axorcielebs~; Mayo-Clinic-Si `pir-
veli adgili pacientis moTxovnilebebs ukavia~. momsaxurebis es da sxva
kompaniebi TavianT adgils tradiciuli marketinguli kompleqsis mixedviT
gansazRvraven.
Tumca imis gamo, rom momsaxureba realuri produqtisagan gansxvavdeba, is
xSirad damatebiT marketingul saqmianobebs moiTxovs. produqciis biznesSi
produqti standartizebulia da momxmarebels Taroze elis. magram momsax-
urebis biznesSi momxmarebeli da momsaxure personali urTierToben,raTa mom-
saxureba erToblivi ZalisxmeviT Seqmnan. amgvarad, servisis mimwodebelma
momxmarebelTan efeqturad unda iTanamSromlos, raTa umaRlesi faseulobis
mqone momsaxureba Seqmnas. Tavis mxriv, efeqturi urTierToba uSualod rigis
momsaxure personalis unarebsa da maT mxardamWer procesebzea damokidebuli.
mmoommssaaxxuurreebbaa--mmooggeebbiiss jjaaWWvvii.. warmatebuli servisis mimwodebeli kompaniebi yu-
radRebas amaxvileben rogorc momxmarebelze aseve Tavis momsaxure person-
alze. isini aRiqvamen mmoommssaaxxuurreebbaa--mmooggeebbiiss jjaaWWvvss, rogorc servisis mimwo-
debeli kompaniis mogebebis kavSirs momsaxure personalTan da momxmareblis
kmayofilebasTan. es jaWvi Sedgeba 5 SemaerTebeli rgolisagan:40
■ SSiiddaa mmoommssaaxxuurreebbiiss xxaarriissxxii:: maRali donis momsaxure personalis SerCeva da
gawvrTna, xarisxiani samuSao garemos Seqmna, rac Sedegad iZleva...
■ kkmmaayyooffiill ddaa nnaayyooffiieerrii mmoommssaaxxuurree ppeerrssoonnaallii:: ufro kmayofili, loialuri
da gamrje momsaxure personali, risi Sedegicaa...
■ uuffrroo ddiiddii mmoommssaaxxuurreebbiiss ffaasseeuulloobbaa:: ufro efeqturi momsaxurebis faseu-
lobis Seqmna, momsaxurebis miwodeba, rasac mohyveba...
■ kkmmaayyooffiillii ddaa llooiiaalluurrii mmoommxxmmaarreebblleebbii:: kmayofili momxmareblebi, rom-
lebic loialurni rCebian da am momsaxurebas momavalSic gamoiyeneben, mis
Sesaxeb sxva momxmareblebsac acnobeben, risi Sedegicaa...
■ mmoommssaaxxuurreebbiiss mmoommggeebbiiaannoobbaa ddaa zzrrddaa:: umaRlesi donis momsaxurebis mimwode-
beli kompaniis mTavari mizani.
amitom,momsaxurebis momgebianobisa da zrdis miznis miRweva iwyeba imaTze
zrunviT,vinc,Tavis mxriv,momxmarebelze zrunavs. (ixileT marketingi muSaobis
procesSi 7.4)
amdenad, momsaxurebis marketingi moiTxovs ufro mets, vidre, ubralod,
tradiciul – oTx P-s. suraTi 7.6 gvaCvenebs rom is agreTve Sida marketingsa
da interaqtiur marketings saWiroebs. SSiiddaa mmaarrkkeettiinnggii aris momsaxurebis mwar-
ssuurraaTTii 77..66
momsaxurebis mar-
ketingis sami tipi
SSiiddaa mmaarrkkeettiinnggii
((Internal marketing)
marketingi warmar-
Tuli momsaxurebis
mimwodebeli kompa-
niis mier mimarTuli
klienturasTan mo-
muSave da maTi mxar-
damWeri TanamSrom-
lebis gawvrTnisa da
motivaciis Seqmnisa-
ken, raTa moxdes gun-
duri muSaobis wax-
aliseba da klien-
turis kmayofilebis
donis zrda.
mmoommssaaxxuurreebbaa--mmooggeebbiiss
jjaaWWvvii ((Service-profit
chain)
jaWvi, romelic mom-
saxurebis mimwode-
beli kompaniis moge-
bas akavSirebs mom-
saxure personalisa
da momxmareblis
kmayofilebasTan.

278. 296 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
Ritz-Carlton-i, saxelganTqmuli Tavisi
gamorCeuli momsaxurebiT, mdidruli
sastumroebis kargad cnobili qse-
lia, romelic siamovnebas aniWebs
korporaciuli da Tavisufali mog-
zaurebis zeda 5 procents. kompaniis
kredo aris mediduri momxmareblis
momsaxureba: `Ritz-Carlton-i adgilia,
sadac mTavari mizani Cvens stumreb-
ze gulwrfeli zrunva da maTi kom-
fortis uzrunvelyofaa. gpirdebiT,
rom Cvens stumrebs saukeTeso perso-
naluri momsaxurebiTa da xelsayre-
li pirobebiT vuzrunvelvyofT, sa-
dac isini siamovnebas miiReben yo-
velTvis Tbil, daxvewil da myudro
garemoSi. Ritz-Carlton-is mizania stum-
rebis grZnobebis gamococxleba, ke-
TildReobis STagoneba da maTi ga-
mouTqmeli survilebisa da moTxov-
nilebebis Sesrulebac ki.~ kompaniis
veb-gverdi gvauwyebs: `aq TqvenTvis
simSvide isadgurebs. msoflio, rome-
lic sul axlaxan Tqvens karTan id-
ga, axla Tqvens fexebTan aris~.
es kredo bevrad metia, vidre
furcelze dawerili sityvebi – Ritz-
Carlton-i Tavis danapirebs pirnaTlad
asrulebs. wamsvleli stumrebis 95
procenti acxadebda, rom maT, marT-
lac, dauviwyari dro gaatares. faq-
tobrivad, Ritz-Carlton-Si gansakuTre-
buli momsaxurebis miwodeba banalur
WeSmaritebad iqca. aviRoT manhetenis
mkvidrTa _ nensi da harvei hefnerebis
STabeWdileba neapolis Ritz-Carlton-Si
gatarebli drois Sesaxeb (Travel &
Leisure-is Jurnalis ukanaskneli mona-
cemebis mixedviT, amerikis SeerTebu-
li Statebis saukeTeso da msof-
lios rigiT meoTxe sastumro).
New-York Times-i wers:
`sastumro eleganturi da mSve-
nieria,~ – ganacxada mister hefner-
ma, – `magram metad mniSvnelovani
maTi momsaxure personalis mier
gamoxatuli mzrunvelobaa.. Tqveni
siamovnebisTvis isini sakmarisze
mets akeTeben.~ rodesac gasul
wels neapolSi am wyvilis vaJi
avad gaxda, sastumros momsaxure
personals Ramis nebismier dros
cxeli, Tafliani Cai mihqonda. ro-
desac mister hefners saqmeze sax-
lSi dabruneba mouxda da misi
ukan dasabrunebeli frena gadai-
do, sastumros mZRoli mTeli
Ramis ganmavlobaSi foieSi icdida.
aseTma personalurma, maRalxaris-
xianma momsaxurebam Ritz-Carlton-i sam-
Tavrobo delegatebs Soris favori-
tad aqcia. `rodesac maT sastumroSi
umaRlesi donis ASexvedrebs vmar-
TavT, isini Cven mefur maspinZlobas
gviweven da ukmayofiloebi arasodes
davrCenilvarT,~ – acxadebs Sexved-
rebis erT-erTi organizatori. `ro-
desac organizatori Tavis ufros-
Tan da kolegebTan Ritz-Carlton-is Half
Moon Bay-s rekomendacias uwevs, mis-
Tvis SesaZloa udides sirTules
warmoadgendes maTi darwmuneba, rom
iq Catarebuli Sexvedra, marTlac,
saqmiani iqneba,~ – ambobs meore.
`umaRlesi donis momsaxure person-
ali, Ritz-Carlton-is myudroeba da sil-
Ritz-Carlton-i:: zzrruunnvvaa iimmaaTTzzee,, vviinncc mmoommxxmmaarreebbeellzzee
zzrruunnaavvss
7.4
Ritz-Carlton-is warmatebas safuZvlad martivi filosofia udevs - momxmarebelze zrunvisaTvis, pirvel rigSi, imaTze
unda izrunoT, vinc momxmarebelze zrunavs.
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

279. TTaavvii 77 produqti, momsaxureba da brendingis strategia 297
amaze: eleganturi, Grand Dame-is sti-
lis patara apartamentebi, cicabo
kldeze myudrod ganTavsebuli gol-
fis or moedans Soris, wynari okea-
nis xediT, mTeli dRis samuSaos
sul sxva elfers aZlevs.~
1992 wels Ritz-Carlton-i iyo sastum-
roebs Soris pirveli kompania, ro-
melmac Malcolm Baldrige-is erovnuli
xarisxis jildo moipova. 1983 wels
kompaniam, faqtobrivad, yvela ZiriTa-
di jildo miiRo, romlebsac stumar-
Tmoyvareobis industria imsaxurebs.
ufro mniSvnelovani ki isaa, rom mom-
saxurebis xarisxs Sedegad momxmare-
blis SenarCuneba da maTi loialu-
roba mohyva. Ritz-Carlton-is momxmareb-
lis 90 procentze meti ukan brun-
deba. da, miuxedavad maRali fasebisa,
oTaxebis 70 procenti mudmivad daka-
vebulia, rac industriis saSualo
maCvenebels 9%-iT aRemateba.
momxmareblis dakmayofilebaze
pasuxismgeblobis ZiriTadi nawili
Ritz-Carlton-is momxmarebelTan ur-
TierTobis TanamSromlebs ekisrebaT.
amrigad, sastumroebis qseli Zalian
zrunavs saWiro personalis moZeb-
naze. `Cven arc viyvanT, arc vqiraobT,
Cven virCevT~, – ambobs Ritz-Carlton-is
kadrebis marTvis direqtori. `Cven
mxolod is adamianebi gvWirdeba,
romlebic xalxze zrunaven~, – aRniS-
navs kompaniis xarisxis marTvis
vice-prezidenti. SerCevis Semdeg
TanamSromlebi momxmareblis gane-
bivrebis xelovnebaSi intensiur mom-
zadebas gadian. axali TanamSromle-
bi eswrebian ordRian kurss, sadac
umaRlesi menejmenti maT `Ritz-Carlton-is
20 wess~ acnobs. wesi nomer pirveli:
`yvela TanamSromeli Seityobs, gai-
Tavisebs da ganamtkicebs kredos~.
imisaTvis rom stumari arasodes
dakargon, TanamSromlebma yvela Ro-
ne unda ixmaron. `rodesac saqme mom-
xmareblis problebis gadaWras exe-
ba, Ritz-Carlton-Si molaparakebebs ar
awarmoeben~, – ambobs xarisxis mar-
Tvis aRmasrulebeli direqtori.
personali swavlobs, rom nebismieri,
vinc momxmareblis mxridan ukmayofi-
lebas miiRebs, mis gadaWramde es
ukmayofileba mis problemad rCeba
(Ritz-Carlton-is merve wesi). maT aswav-
lian, rom, miuxedavad maTi saqmisa,
isini momxmarebels yovelTvis unda
daexmaron, mniSvneloba ar aqvs, rasac
ar unda akeTebdnen isini. Ritz-Carlton-
is TanamSromlebi floben ufleba-
mosilebas, xelmZRvanelobasTan Se-
Tanxmebis gareSe, problema adgilze
gadaWran. stumris saCivris dakmayo-
filebisTvis TiToeul TanamSro-
mels SeuZlia 2,000 dolaris daxar-
jva. stumris bednierebisaTvis yovel
maTgans SeuZlia sakuTar dadgenil
movaleobas gadauxvios. `Cven momxma-
reblis kmayofilebas individualur
doneze vmarTavT, – ambobs aRmasru-
lebeli, – es aris Cveni gafrTxile-
bis sistema.~ amrigad, rodesac momx-
mareblis problemebis Sesaswavlad
konkurentebi jer kidev saCivrebis
baraTebs kiTxuloben, Ritz-Carlton-s es
problemebi ukve gadaWrili aqvs.
Ritz-Carlton-i Tavis TanamSromlebs
siamayis grZnobas unergavs. `Tqven
emsaxurebiT, – amboben isini, – magram
Tqven mosamsaxureebi ar xarT.~ kom-
paniis devizia: `Cven varT qalbato-
nebi da batonebi da vemsaxurebiT
qalbatonebsa da batonebs.~ TanamS-
romlebi acnobiereben TavianT
wvlils Ritz-Carlton-is warmatebaSi.
`SesaZloa Cven ar SegviZlia aseTi
sastumroebis floba, – ambobs Temi
patoni, TanamSromeli, – magram Cven
imis uzrunvelyofa SegviZlia, rom aq
mosul adamianebs kidev erTxel mos-
vlis survili gavuCinoT.~
da asec iqcevian. rodesac saqme
momxmareblis kmayofilebas exeba,
arc erTi detali ar aris Zalian
patara. momxmarebelTan urTierTo-
bis personals aswavlian, rom stum-
rebs Tbilad da gulwrfelad mie-
salmon, saxeliT mimarTon, rodesac
amis SesaZlebloba miecemaT. stum-
rebTan isini saTanado enaze, Semdegi
frazebiT saubroben – dila mSvido-
bis, rasakvirvelia, bednieri viqnebi,
kidev mobrZandiT, moxaruli var da
arasdros – gaumarjos an rogor
midis saqmeebi? Ritz-Carlton-is wesebis
Tanaxmad, imis nacvlad, rom ubralod
miuTiTon mimarTuleba, TanamSrom-
lebi movaleebi arian, stumari mis-
Tvis sasurvel adgilamde miacilon,
sami zaris gamosvlis Semdeg tele-
fons `RimiliT~ upasuxon da amayi
da mzrunveli gamometyveleba Sei-
narCunon. neapolis Ritz-Carlton-is gen-
eraluri direqtori ambobs: `rode-
sac stumrebs sakuTar saxlSi epa-
tiJebi, ginda, rom yvelaferi srulyo-
fili iyos~.
Ritz-Carlton-i saxelganTqmuli mom-
saxurebis Rvawlmosil TanamSrom-
lebs aRiarebs da ajildoebs. xuT-
varskvlaviani dajildoebis progra-
mis mixedviT, gamorCeul Semsruleb-
lebs asaxeleben menejerebi da ko-
legebi, gamarjvebulebi ki TavianTi
miRwevebis aRsaniSnav sadResaswau-
lo sadilze dekoratiul TefSs
iReben. isini agreTve oqros sanimu-
So fuladi kuponebiT jildovde-
bian, romlebic maT saSualebas aZ-
levT sasurveli nivTebi saCuqrebis
maRaziebSi Seisyidon da uqme dReeb-
Si sastumroSi ufasod daisvenon.
Ritz-Carlton-i Tavisi TanamSromlebis
stimulirebas iseTi RonisZiebebis
saSualebiT axorcielebs, rogoric
aris supersportuli dRe, TanamSrom-
lebis SesaZleblobebis sanaxaoba,
TanamSromlebis iubiles aRsaniSnavi
sauzme, saojaxo piknikebi da sxva
gansakuTrebuli Tematikis RonisZie-
bebi. amis Sedegad Ritz-Carlton-is
TanamSromlebic iseTive kmayofile-
bi arian, rogoric maTi momxmareble-
bi. TanamSromlebis denadoba weli-
wadSi 30 procentze naklebia, maSin
rodesac sxva mdidrul sastumroeb-
Si es maCvenebeli 45 procents utol-
deba.
Ritz-Carlton-is warmatebas safuZ-
vlad martivi filosofia udevs –
momxmarebelze zrunvisaTvis, pirvel
rigSi, imaTze unda izrunoT, vinc
momxmarebelze zrunavs. kmayofili
TanamSromlebi maRali xarisxis mom-
saxurebas uzrunvelyofen, rac Sem-
dgomSi kmayofili momxmareblis ar-
sebobis pirobas warmoadgens. kmayo-
fili momxmarebeli, Tavis mxriv, kom-
paniis gayidvebsa da sargebels uz-
runvelyofs.
wwyyaarrooeebbii:: Quotes and other information from
Edwin McDowell, “Ritz-Carlton’s Keys to Good
Service,” New York Times, March 31, 1993, p. D1;
Howard Schlossberg, “Measuring Customer
Satisfaction Is Easy to Do—Until You Try,” Marketing
News, April 26, 1993, pp. 5, 8; Ginger Conlon, “True
Romance,” Sales & Marketing Management, May
1996, pp. 85–90; “The Ritz-Carlton, Half Moon Bay,”
Successful Meetings, November 2001, p. 40; and the
Ritz-Carlton Web site at www.ritzcarlton.com, August
2003. Also see Patricia Sheehan, “Back to Bed: Selling
the Perfect Night’s Sleep,” Lodging Hospitality, March
15, 2001, pp. 22–24; Nicole Harris, “Can’t Sleep? Try
the Eye Gel in the Minibar—Hotels Roll Out Products
to Help Tired Travelers Snooze,” Wall Street Journal,
June 20, 2002, p. D1; and Scott Neuman, “Relax, Put
Your Feet Up,” Far Eastern Economic Review, April
17, 2003, p. 36.

280. 298 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
moebeli kompaniebis mier warmarTuli marketingi,, romelic mimarTulia
klienturasTan momuSave da maTi mxardamWeri TanamSromlebis gawvrTnisa da
motivaciis Seqmnisaken, raTa moxdes gunduri muSaobis waxaliseba da klien-
turis kmayofilebis donis zrda. marketologebma organizaciaSi unda
izrunon rom momuSave personali momxmarebelze orientirebuli iyos. realu-
rad, Sida marketingi win unda uswrebdes gare marketings. Ritz-Carlton-i ori-
entacias Tavis momsaxure personalze iRebs, maTSi siamayis grZnobas aRrmavebs
da saukeTeso momsaxurebis SemqmnelTa dajildoebiT maT motivacias uzrdis.
iinntteerraaqqttiiuurrii mmaarrkkeettiinnggii warmoadgens momsaxurebis mimwodebeli kompaniis
mier warmoebul marketings, romelic aRiarebs, rom momsaxurebis xarisxi
didad aris damokidebuli servisis miwodebis dros arsebuli myidvel-gamyid-
velis urTierTobis xarisxze. produqciis gayidvisas produqciis xarisxi
naklebad aris damokidebuli misi yidvis dros arsebul garemoze. magram mom-
saxurebis marketingSi servisis xarisxi damokidebulia rogorc momsaxurebis
mimwodebelze, aseve miwodebis xarisxze. amitom, momsaxurebis mimwodebelma
kompaniebma interaqtiuri marketingi unda awarmoon. ase rom Ritz-Carlton-i arCevs
mxolod `im xalxs, romlebic xalxze zrunaven.~ isini maT momxmarebelTan
urTierTobisTvis wvrTnian, raTa maTi yoveli moTxovnebi ukeT daakmayofilon.
sadReisod bazarze kompaniebma `maRalteqnologiuri~ urTierTobebis dam-
yareba unda icodnen. magaliTad, momxmarebels SeuZlia Charles Shwab-is veb-
saitze Sevides da miiRos Tavis angariSze informacia, investiciebis Sesaxeb
kvleva, realuri kvotebi da yvelaferi Shwab-is saswavlo centris Sesaxeb. maT
aseve SeuZliaT monawileoba miiRon onlain mimdinare movlenebSi da qselis
saSualebiT myidvelis momsaxurebis warmomadgenlebs gaesaubron. momxmare-
blebs, romlebic pirad urTierTobebs eZeben, SeuZliaT momsaxurebis warmomad-
genlebs telefonis saSualebiT daukavSirdnen an Shwab-is filialebs estum-
ron. amrigad, Shwab-s interaqtiuri marketingi samive doneze aqvs daxvewili –
satelefono zarebi, qseluri momsaxureba da vizitebi.41
dResdReobiT konkurenciisa da danaxarjebis zrdam, da amavdroulad pro-
duqtiulobisa da xarisxis klebam ufro gansxvavebuli momsaxurebis mar-
ketingis saWiroeba warmoSva. momsaxurebis mimwodebelma kompaniebma sami
ZiriTadi amocana unda gadaWran: maT unda gazardon konkurentuli diferen-
ciacia, momsaxurebis xarisxi da produqtiuloba.
mmoommssaaxxuurreebbiiss ddiiffeerreenncciiaacciiiiss mmaarrTTvvaa.. dResdReobiT, rodesac fasebs Soris
intensiuri konkurenciaa, momsaxurebis mimwodebeli marketingis specialistebi
xSirad Civian, rom konkurentebisagan gansxvaveba Znelia, gamomdinare iqidan,
rom momxmareblebs naklebad ainteresebT momsaxurebis erTmaneTisagan difer-
encireba, radgan isini fasze ufro metad zrunaven, vidre mimwodebelze.
fasTa Soris konkurenciis mogvareba SesaZlebelia diferencirebuli
SeTavazebis, miwodebisa da imijis SeqmniT. SeTavazeba SesaZlebelia inova-
torul niSan-Tvisebebs Seicavdes, romlebic erTi kompaniis SeTavazebas
konkurenti kompaniis SeTavazebisagan ganasxvavebs. zogierTi sastumro
sTavazobs manqanis daqiravebis, bankisa da biznescentrTa momsaxurebebs. aviax-
azebma SemoiRes iseTi inovaciebi, rogorebicaa TviTmfrinavSi kinofilmis
Cveneba, bileTebis winaswari dajavSna, dedamiwasTan satelefono kavSiri da
loialuri mgzavrebis dajildoeba, raTa amiT TavianTi SeTavazeba sxvebisagan
gamorCeuli gaxadon. britaneTis aviaxazebi sTavazobs sawolebsa da kerZo
kabinebs, cxel abazanasa da sauzmis SekveTebs.
momsaxurebis mimwodebel kompaniebs SeuZliaT TavianTi momsaxurebis
miwodebis procesi gamoarCion ufro sando da unariani momsaxure personalis
meSveobiT da ufro maRali donis fizikuri garemos SeqmniT, sadac momsaxure-
bis produqtis miwodeba xdeba. magaliTad, bevri banki Tavis momxmarebels
sTavazobs operaciebis internet-bankiT ganxorcielebis saSualebas, rac
Tavidan aSorebs momxmarebels servis centrSi misvlis, manqanis dayenebisa da
rigSi dgomis aucileblobas.
dabolos, momsaxurebis mimwodebel kompaniebs TavianTi imijis Secvlaze
SeuZliaT simboloebisa da brendingis saSualebiTac imuSaon. CikagoSi Harris
Bank-ma Tavis simbolod aiRo lomi, romelic gamosaxulia mis sakancelario
nivTebze, reklamebze da rbil saTamaSo cxovelebze, romlebsac axal
meanabreebs sTavazobs. Harris-is kargad nacnobi lomi gamosaxavs Zalauflebis
iinntteerraaqqttiiuullii mmaarrkkee--
ttiinnggii ((Interactive
marketing)
momsaxurebis mTava-
ri maxasiaTebeli,
romlis mixedviTac
momsaxurebis Semd-
gomi gamoyenebisaT-
vis an gadayidvisT-
vis Senaxva SeuZle-
belia.

281. TTaavvii 77 produqti, momsaxureba da brendingis strategia 299
simbolos. momsaxurebis sxva cnobili
simboloebia The Merril Lynch-is xari,
MGM-is lomi da sxva.
mmoommssaaxxuurreebbiiss xxaarriissxxiiss mmaarrTTvvaa.. erT-erTi
yvelaze ZiriTadi saSualeba, romliTac
momsaxurebis mimwodebel kompanias
SeuZlia sakuTari Tavi konkurentebis-
gan ganasxvaos aris ufro maRali xa-
risxis miwodeba. produqtis mwarmoeb-
lebis msgavsad,momsaxurebis mimwodeblebs
sWirdebaT imis gansazRvra, Tu ras
moelis miznobrivi momxmarebeli mom-
saxurebis xarisxisagan. samwuxarod,
momsaxurebis xarisxis gansazRvra da
Sefaseba gacilebiT ufro Znelia, vidre
fizikuri saqonelis. magaliTad, ufro
Znelia varcxnilobis xarisxis gansaz-
Rvra, vidre Tmis saSrobis. momxmareb-
lis SenarCuneba SesaZloa xarisxis
saukeTeso sazomi iyos. momsaxurebis
mimwodebeli kompaniebis unari Seinar-
Cunon TavianTi momxmareblebi,damokide-
bulia imaze, Tu rogor awvdian isini
momxmareblebs im faseulobas, romelsac elian.42
maRali donis momsaxurebis mimwodebel kompaniebs mudmivi momxmareblebi
hyavT da maRali donis momsaxurebis standartebs qmnian. isini akvirdebian
rogorc TavianT, aseve konkurentebis momsaxurebas. isini amas akeTeben 100%-
iani unaklo momsaxurebis Sesaqmnelad. 98%-iani Sesasrulebeli samuSaos
maCvenebeli SesaZloa kargic iyos, magram am standartis gamoyenebiT yoveldRe
daikargeboda FedEx-is 64,000 gzavnili; TiToeuli nabeWdi gverdidan amovarde-
boda 10 sityva; yoveldRiurad Seuvsebeli darCeboda 400,000 eqimis daniSnule-
ba da weliwadSi 8 dRe sasmeli wyali uvargisi iqneboda.43
TiToeuli momsaxurebis xarisxi yovelTvis gansxvavebulia, radgan is
momxmareblebsa da momsaxure personals Soris urTierTobazea damokidebuli.
maqsimaluri Zalisxmevis miuxedavad, saukeTeso kompaniebsac ki aqvT SemTxveve-
bi, roca momsaxurebis miwodeba gviandeba, Tumca momsaxurebis gamosworebis
swor warmarTvas ukmayofilo momxmareblis Semorigeba SeuZlia. aRsaniSnavia
rom, kargad gamosworebulma momsaxurebam SesaZloa meti momxmarebelic ki
miizidos da maTi loialoba daimsaxuros, vidre Tavidanve warmatebiT miwode-
bulma momsaxurebam. amitom, kompaniebma unda izrunon ara marto kargi momsax-
urebis Seqmnaze, aramed momsaxurebis miwodebis dros daSvebuli Secdomebis
gamosworebazec.
pirvel rigSi, saWiroa momsaxurebaSi uSualod CarTul (ase vTqvaT mom-
saxurebis wina xazis) personalisaTvis Zalauflebis miniWeba – anu maTi daw-
inaureba, pasuxismgeblobis dakisreba da waxaliseba, raTa maT gaaT-
viTcnobieron, izrunon da miznad daisaxon momxmarebelTa moTxovnilebebis
dakmayofileba. magaliTad, Marriott-Si kargad gawvrTnil personals ufleba
aqvs, gaakeTos yvelaferi, raTa stumars siamovneba mianiWos. isini menejmentsac
unda daexmaron stumris problemebis gamomwvevi mizezebis moZiebaSi da mia-
wodon informacia imis Taobaze, Tu rogor unda gaaumjobeson maT mTeli sas-
tumros momsaxureba da stumris komforti.
mmoommssaaxxuurreebbiiss pprroodduuqqttiiuulloobbiiss mmaarrTTvvaa.. danaxarjebis swrafi zrdidan gamomd-
inare, momsaxurebis mimwodebeli kompaniebi cdiloben gazardon momsaxurebis
produqtiuloba. amis gakeTeba ramdenime gziTaa SesaZlebeli. maT SeuZliaT
arsebuli momsaxure peronali ukeT gawvrTnan an daiqiraon ukeTesebi, rom-
lebic imuSaveben mets da ufro ostaturebi iqnebian; an, xarisxze
orientirebiT, maT SeuZliaT `momsaxurebis industrializacia~, manqana-
danadgarebis damateba da produqciis standartizacia, magaliTad, McDonald’s-is
swrafi kvebis sacalo vaWroba; bolos, momsaxurebis mimwodebels SeuZlia
■ momsaxurebis diferencireba: British Airways ganasxvavebs Tavis SeTava-
zebas imiT, rom pirveli klasis mgzavrebs sTavazobs `saZinebel kabi-
nebsa~ da sxva damatebiT momsaxurebas.

282. 300 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
7.5
bb ii zz nn ee ss ii ss aa qq aa rr TT vv ee ll oo SS ii
TTiibbiissii bbaannkkii -- xxaarriissxxii bbuummeerraannggiiaa,, rroommeelliicc uukkaann
bbrruunnddeebbaa wwaarrmmaatteebbaadd
Tibisi bankSi misvla momxmareblis-
Tvis ukve mravali welia sasi-
amovno procesSi monawileobasTan
asocirdeba. komfortuli garemo,
xelsayreli adgilmdebareoba, pro-
cedurebis siswrafe da rac mTava-
ria keTilganwyobili da Tavaziani
momsaxure personali, es is faq-
torebia, romlebic klientebis
arCevansa da Tibisi bankisadmi maT
loialurobas ganapirobebs.
Tibisi banki 1992 wels, 500 aSS
dolaris sawesdebo kapitaliT
daarsda da arsebobis pirvelive
wlebSi SeZlo Zlieri poziciis
dakaveba. warmatebuli saqmianobis
uwinaresi faqtori operirebis
sawyis etapzeve gaxda saerTaSo-
riso sabanko standartebze gadas-
vla da klientebze orientirebu-
loba, ramac momxmareblis ndobis
mopovebasTan erTad, bankis momsax-
urebaze moTxovnilebis gazrda
ganapiroba.
2000 wels Tibisi banki pirveli
qarTuli kompania iyo, romelsac
saerTaSoriso reitingi mieniWa.
2002 wlidan moyolebuli, Tibisi
banki zedized 4-jer dasaxelda
“Financial Times Group”-is yovelwliur
sabanko reitingSi, rogorc wlis
saukeTeso qarTuli banki. ukve
mesame welia,Tibisi banki imarjvebs
Jurnal ,,Global Finance”-s yovelw-
liur sabanko reitingSi. 2006 wels
ki saerTaSoriso sareitingo
saagento ,,Fitch Ratings”-ma grZelva-
dian perspeqtivaSi Tibisi bankis
zrdis Sefaseba ,,stabiluri~ Secva-
la da banks axali reitingi - ,,po-
zitiuri’’ mianiWa. es Sefasebebi
TavisTavad mouTiTebs msoflios
wamyvan sabanko wreebSi Tibisi ban-
kis oficialur aRiarebaze,rogorc
saerTaSoriso standartebis Sesa-
bamisi, warmatebuli da perspeqtiu-
li bankisa.
Tibisi banki erTgvari finansu-
ri ,,supermarketia’’ -
banks dafuZnebuli
aqvs finansur indust-
riaSi moRvawe iseTi
kompaniebi, rogorebi-
caa sadazRvevo kompa-
nia ,,GPI holdingi~,
,,Tibisi brokeri~, ,,Ti-
bisi lizingi~ da sxva.
dResdReobiT Tibi-
si banki Tavis mTavar
konkurentul upirate-
sobad klientze mor-
gebul serviss miiC-
nevs. bankis misiaa
uzrunvelyos kliente-
bis kmayofilebis maRa-
li done da kompaniis
Rirebulebis stabil-
uri zrda. aqedan ga-
momdinare maRali xa-
risxis serviss bankis
mxridan udidesi yu-
radReba eTmoba.
Tibisi bankis klie-
ntze orientirebuli
sistema Semdegnaira-
daa awyobili: Tibisi
banki efeqturi marketinguli komu-
nikaciebis saSualebiT atyobinebs
.momxmareblebs axali, an arsebuli
produqtebis gaumjobesebis, aseve
specialuri SeTavazebebis Sesaxeb,
rasac win uswrebs bankis Tanam-
Sromlebis aqtiuri momzadeba. am
etapis gavlis Semdeg TanamSrom-
lebi mzad arian klients saTanado
donis servisi miawodon.
momxmareblebis mxriv bankze
STabeWdilebis Seqmnas mniSvnelov-
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

283. TTaavvii 77 produqti, momsaxureba da brendingis strategia 301
nad ganapirobebs momsaxure per-
sonalTan urTierToba. momxmare-
blebma SeiZleba uari Tqvan
bazarze saukeTeso maxasiTeblebis
mqone produqtzec ki, Tu maTTvis
bankTan urTierToba arasasiamovno
da arakomfortulia. swored am
mizeziT banki gansakuTrebulad
zrunavs im TanamSromlebis kompe-
tenciis amaRlebaze, visTanac klie-
ntebs uSualod aqvT Sexeba. am
mizniT banks sakuTari `treining
centri~ aqvs dafuZnebuli, Tumca
Tavdapirvelad yvelaferi momsax-
ure personalis gonivruli Ser-
CeviT iwyeba. SerCevisas mxedvelo-
baSi miiReba kandidatis ganaTleba,
samuSao gamocdileba, teqnikuri
unarCvevebi da pirovnuli Tvisebe-
bi. fsiqologiuri da profesiuli
testirebis warmatebulad gavlis
Semdeg kandidatebis saboloo Ser-
Ceva mxolod ramodenime intervius
Sedegad xdeba.
Semdgom etapze mimdinareobs Ta-
namSromlebis teqnikuri momzadeba,
magram maRali xarisxis servisis
uzrunvelsayofad, mxolod es sak-
marisi ar aris. Tibisi banks
SemuSavebuli aqvs sakuTari momsax-
urebis kulturis standarti –
`servis+~. am standartis damkvidr-
ebis mizniT, TanamSromlebTan in-
tensiurad muSaoben fsiqologebi,
ris Sedegad TanamSromlebi klien-
tTan urTierTobis xelovnebas
euflebian.
amrigad, momzadebis sruli pro-
cesis dasrulebis Semdeg, Tanam-
Sromlebs unda SeeZloT momxmareb-
lebisTvis ara marto sabanko
produqtebis asortimentis saTana-
dod gacnoba da TiToeuli pro-
duqtis detalurad daxasiaTeba,
aramed maTTvis servisis maqsimalu-
rad sasiamovnod miwodeba da rac
aranakleb mniSvnelovania - klien-
tis nebismier problemaze swrafi
da efeqturi reagireba.
momsaxurebis maRali donis uz-
runvelyofis kidev erT saSualebaa
filialebSi gunduri muSaobis wax-
aliseba. TanamSromlebis saqmia-
noba fasdeba im gundebis mixedviT,
romlebsac isini miekuTvnebian.
mier mopo-vebul informaciaze
daydrnobiT gamovlenili
saukeTeso gundis wevrebi
mniSvnelovan finansur waxalisebas
iReben. amgvari motiva-ciis sistema
sagrZnoblad aisaxeba bankis
TanamSromlebis mier miwo-debul
servisze.
maRali xarisxis servisis
SenarCunebas xarisxis mudmivi mo-
nitoringi da kontroli sWirdeba.
Tibisi banki did mniSvnelobas
aniWebs ukukavSiris sistemas da
mudmivad cdilobs klientebs
agrZnobinos, rom maTi azri ser-
visis Taobaze bankisTvis umniS-
vnelovanesia. swored amitom banks
aqvs danergili specialuri `cxeli
xazis~ servisi, romlis saSualebiT
momxmareblebi awvdian banks SeniS-
vnebsa da winadadebebs filialebSi
ganTavsebuli werilebis yuTebis
saSualebiT, qol-centrSi darekviT,
an martivad el-fostis gagzavniT.
miRebul SeniSvnebs bankis Tanam-
Sromlebi regularulad ganixila-
ven da Sesabamisi ganyofilebebi
maTze saTanado reagirebas axdenen.
klientebTan ukukavSiris kidev
erTi mniSvnelovani elementi regu-
laruli gamokiTxvebia, romlebsac
Tibisi banki weliwadSi ramodeni-
mejer atarebs.
aRsaniSnavia, momxmareblebis kma-
yofilebas sagrZnoblad zrdis
Tibisi bankis filialebis interie-
ri da komfortuli garemo. bankis
marjaniSvilis filiali ganTavse-
bulia meoce saukunis dasawyisSi
aSenebul, unikaluri arqiteqto-
ruli RirebulebiT gamorCeul Se-
nobaSi, romelic TbilisSi moder-
nis arqiteqturis erT-erT saukeTeso
nimuSs warmoadgens.
momxmarebelze orientirebuli,
maRali xarisxis servisi Tibisi
bankSi warmatebis erT-erTi da ara
erTaderTi mTavari winapirobaa.
Tibisi banki didi xania inovaciu-
robiT gamoirCeva adgilobriv ba-
zarze teqnologiuri produqtebis
ganviTarebis mxriv.
1998 wels Tibisi bankma danerga
banki-klientis eleqtronuli mom-
saxureba, riTac momxmarebels
filialSi miusvelad da drois
mniSvnelovnad dazogviT, mravali
sabanko servisiT sargeblobis
saSualeba mieca.
2004 wels Tibisi bankma daiwyo
saqarTveloSi sruliad axali mom-
saxureba _ bankomatebidan komuna-
luri gadasaxadebis gadaxda da
bankomatiT angariSze Tanxis Seta-
na;
mniSvnelovani siaxle iyo Tibi-
si bankis axali, adgilobrivi
bazrisTvis inovaciuri servisi _
avtomaturi komunaluri gadaric-
xvebi. es servisi didi SeRavaTia
maTTvis, visac komunalur gada-
saxadebze zrunva did drosa da
energias arTmevs. avtomaturi ko-
munaluri gadaricxvebis saSua-
lebiT banki klientis davalebiT,
damoukideblad asrulebs komuna-
luri gadasaxadis srul cikls,
dawyebuli davalianebis gagebidan,
dasrulebuli komunaluri gadasa-
xadis gadaricxvamde. momxmarebeli
ki SMS SetyobinebiT iRebs in-
formacias misi angariSidan denis,
gazis da sxva gadasaxadebis ga-
daxdis Sesaxeb.
2005 wels Tibisi bankma, pir-
velma SesTavaza momxmarebels 20
wliani ipoTekuri sesxi. sesxis
dafarvis grZelma vadam kidev uf-
ro moxerxebuli gaxada Tibisi
bankSi kreditis aReba.
dabolos, 2006 wlidan Tibisi
bankma daiwyo ko-brend baraTebis
gamoSveba. saqarTveloSi pirveli
ko-brend baraTi iyo kompania
`magTikomisa~ da Tibisi bankis er-
Toblivi baraTi Visa-Comfort_i. Sem-
degi iyo TBC Cosmo _ Tibisi ban-
kisa da Jurnalis ”Cosmopolitan”
erToblivi plastikuri baraTi,
romelic mxolod qalebiTvis gan-
kuTvnili pirveli baraTia. cota
xnis win ki, Tibisi bankma da kom-
paniam ,,lukoil jorjia~ axali,
avtomobilebis mflobelTaTvis
gankuTvnili sakredito baraTi
gamouSves.
yvela zemoTxsenebuli plasti-
kuri baraTi klientebs sxvadasxva
saxis SeRavaTebis, fasdaklebebis
da bonusebis miRebis saSualebas
aZlevs. TiToeuli inovaciuri
produqtis danergva ki erT mTavar
mizans emsaxureba – maqsimaluri
komforti klients.
iinnoovvaattoorruullii mmiiddggoommaa ddaa
mmoommxxmmaarreebbeellzzee oorriieennttiirreebbuullii
sseerrvviissii -- sswwoorreedd eess aarriiss
ssaaqqaarrTTvveellooss lliiddeerrii bbaannkkiiss
wwaarrmmaatteebbiiss ggaarraannttii!!

284. 302 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
gamoiyenos teqnologiis SesaZleblobebi, romelsac kompaniebSi droisa da
xarjebis dazogvis garda, momsaxurebis mimwodebeli personalis nayofierebis
gazrda SeuZlia.
miuxedavad amisa, kompaniebma Tavi unda aaridon zedmet produqtiulobas,
radgan man SesaZloa momsaxurebis xarisxis donis dacema gamoiwvios. momsax-
urebis industrializaciisa Tu xarjebis Semcirebis mcdelobam SeiZleba mom-
saxurebis mimwodebeli kompaniis saqmianoba efeqturi gaxados mxolod mokle
periodis ganmavlobaSi, magram Seamciros kompaniis grZelvadiani
SesaZleblobebi rogorebicaa, inovaciebis Seqmna, momsaxurebis xarisxis
SenarCuneba an momxmarebelTa moTxovnilebebisa Tu survilebis dakmayo-
fileba.
■❚ ddaammaatteebbiiTTii ssaakkiiTTxxeebbii pprroodduuqqttiiss SSeessaaxxeebb
mocemul nawilSi ganxilul iqneba damatebiTi sakiTxebi produqtTan
mimarTebaSi: socialuri pasuxismgebloba produqtis Sesaxeb gadawyvetilebis
miRebisas da saerTaSoriso produqtisa da momsaxurebis marketingi.
pprroodduuqqttiiss SSeessaaxxeebb ggaaddaawwyyvveettiilleebbeebbii ddaa ssoocciiaalluurrii ppaassuuxxiissmmggeebblloobbaa
produqtis Sesaxeb gadawyvetilebebma sazogadoebis didi nawilis yuradReba
miipyro. mwarmoeblebma guldasmiT unda ganixilon sazogadoebrivi wesebi da
maTi regulireba, rac moicavs iseT sakiTxebs rogoricaa axali produqtebis
damateba Tu Zvelis gauqmeba, patentis dacvas, produqtis xarisxi da
usafrTxoeba, produqtis garantia.
axali produqtebis miRebisas mTavrobam SesaZloa kompaniebs produqtebis
damatebaSi SeuSalos xeli, Tu maT gavlena eqnebaT konkurenciis Sesustebaze.
kompaniebma, romlebic produqtebs auqmeben, unda icodnen, rom maT aqvT kanoniT
gaTvaliswinebuli valdebulebebi, werilobiTi an sityvieri, mommarageblebis,
dilerebisa da momxmareblebis mimarT, romelTac gauqmebul produqtSi wili
aqvT. agreTve, kompanias ar SeuZlia ukanonod Seqmnas sxva kompaniis mier
Seqmnili produqtis msgavsi axali produqti da unda daicvas sapatento kanonebi.
mwarmoeblebi specifikur kanonebs unda daemorCilon, romlebic pro-
duqtis xarisxsa da usafrTxoebas exeba. magaliTad, sakvebis, wamlebisa da kos-
metikis federaluri aqti aSS-Si myidvels icavs usafrTxo da falsificire-
buli sakvebis, wamlebisa da kosmetikisagan. uamravi kanoni arsebobs, romlebic
xorcisa da Sinauri frinvelebis industriaSi sanitariul pirobebs icavs.
gatarda kanonebi qsovilebis, qimiuri nivTierebebis, avtomobilebis,
saTamaSoebis,wamlebisa da momwamvleli nivTierebebis usafrTxoebisaTvis. 1972
wels aSS-Si SemoRebulma samomxmareblo produqtis usafrTxoebis aqtma
daafuZna momxmareblis produqtis usafrTxoebis komisia, romelsac potenciu-
rad mavne produqtebis akrZalva da kanonis damrRvevis mkacri dasja evaleba.
Tu myidveli defeqturi produqtiT dazianda,mas SeuZlia mwarmoeblis Tu
dileris winaaRmdeg sasamarTloSi saqme aRZras. federalur Tu Statebis
sasamarTloebSi weliwadSi daaxloebiT 110,000 aseTi saqme aRiZvreba.
msajulebi gasamrjelod saSualod 1,8 milion dolars iReben, xolo individ-
ualuri jildo milionobiT dolars aRemateba.44 zogierTi kompania amis
gadalaxvas fasebis aweviT cdilobs, zogierTi ki `produqtis mmarTvels~
niSnavs, romelic movalea, momxmarebeli safrTxisagan daicvas, xolo kompania –
valdebulebebisagan, produqtTan dakavSirebuli potenciuri problemebis
gadaWriT.45
bevri mwarmoebeli produqtTan erTad werilobiT garantias sTavazobs
myidvels, raTa igi produqtis xarisxianobaSi daarwmunos. myidvelTa dacvis
mizniT aSS-is kongresma 1975 wels SemoiRo Magnuson-Moss-is garantiis kanoni.
igi moiTxovs srul garantiebs, romlebSic Sedis dazianebuli produqtis
SekeTeba, Secvla an Tanxis anazRaureba. winaaRmdeg SemTxvevaSi, kompaniam
Tavidanve unda gansazRvros, rom is mxolod SezRudul garantias sTavazobs.
ssaaeerrTTaaSSoorriissoo pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss mmaarrkkeettiinnggii
saerTaSoriso produqtisa da momsaxurebis marketingis specilistebi
gansakuTrebul winaaRmdegobebs awydebian. Tavdapirvelad, maT unda

285. TTaavvii 77 produqti, momsaxureba da brendingis strategia 303
gansazRvron, romeli produqti danergon da romel qveyanaSi. Semdeg maT unda
gadawyviton, ra raodenobis produqti da momsaxureba unda Seqmnan, raTa
msoflio bazris moTxovna daakmayofilon.
erTi mxriv, kompaniebma TavianTi SeTavazebis standartizeba SeuZliaT
moaxdinon. es kompanias exmareba mudmivi, msoflioSi aRiarebuli imijis
SeqmnaSi. is amcirebs warmoebis xarjebs da auqmebs kvlevisa da ganviTarebis,
reklamis, axali produqtis dizainis xarjebs. meore mxriv, momxmareblebi
erTmaneTisagan gansxvavdebian kulturiT, urTierTdamokidebulebiTa da
qceviT. bazrebi ki erTmaneTisagan gansxvavdeba ekonomikuri pirobebiT,
konkurentunarianobiT, kanonebiTa da fizikuri garemoTi. amitom kompaniebma
TavianTi produqti unda moargon TiToeul aseT gansxvavebas.
visac evropis garSemo umogzauria, icis is problema, rasac iwvevs
sxvadasxva eleqtrZabva, gansxvavebuli eleqtroSesaerTeblebi da sxva
Semawuxebeli pirobebi. eleqtromowyobilobebis mwarmoebelma kompa-
nia Philips-ma 12 saxis uTo unda awarmoos, raTa mxolod evropul
bazars moemsaxuros. problema imaSi mdgomareobs, rom evropas ele-
qtrogadamyvanebis universaluri standartebi ar gaaCnia. uToebs
sxvadasxva saxis Sesaer-Tebeli aqvs,romlebic sxvadasxva qveynisaTvis
aris gaTvaliswi-nebuli. zogierTs 3 kbilana aqvs, zogs 2, zogierTi
CamrTvelSi pirdapir an kuTxurad Sedis; is SeiZleba iyos mrgvali an
samkuTxa, msxvili, wvrili da zogjer damiwebis mqone. CamrTvelis
forma wriulia, oTkuTxedi, xuTkuTxedi da eqvskuTxedic ki, zogierTi
dasvretili, zogic dakbiluli. erT-erT frangul SesaerTebels
gasaRebis RriWos magvari kbilana aqvs. ras eZebT _ am problemis
gadaWras? mogzaurobis erT-erTi qseluri momsaxureba saerTaSoriso
mogzaurTaTvis 65.00@dolarad gulmodgined damuSavebul 10-nawilian
adapter-CamrTvels yidis.46
saerTaSoriso marketingis specialistebisaTvis aseve problemas warmoad-
gens SefuTvac. magaliTad, saxelebis, etiketebisa Tu feris SerCeva ar aris
advili. firmas, romelsac logod yviTeli yvavili aqvs, amerikaSi RimiliT
Seegebebian, meqsikaSi ki _ piriqiT, radgan yviTeli yvavili asocirdeba
sikvdilTan an upativcemlobasTan. amis msgavsad, Nature’s Gift-i SesaZloa dakon-
servebuli sokosaTvis amerikaSi misaRebi saxeli iyos, magram ara germaniaSi,
radgan germanulad `gift~ sawamlavs niSnavs. SefuTvam aseve unda gaiT-val-
iswinos msoflios momxmarebelTa gansxvavebuli fizikuri maxasiaTeblebi.
magaliTad, iaponiaSi civi sasmelebi
patara qilebSi iyideba, raTa iaponelTa
patara xelebisaTvis ufro mosaxerxe-
beli iyos. amgvarad, miuxedavad imisa,
rom produqtisa da SefuTvis standar-
tizacia SesaZloa kompaniisaTvis sarge-
bliani iyos, magram maT met-naklebad
mainc unda moargon TavianTi produqti
saerTaSoriso bazris specifikur moT-
xovnilebebs.
globalizaciis pirobebSi momsax-
urebis sferoSi moRvawe marketolo-
gebi gansakuTrebuli sirTuleebis
winaSe dganan. momsaxurebis zogierT
industrias saerTaSoriso saqmianobaTa
xangrZlivi istoria aqvs. magaliTad,
komerciuli sabanko industria erT-
erTi pirveli iyo, romelic saerTa-
Soriso donemde gaizarda. bankebs
globaluri momsaxurebebi unda gaeta-
rebinaT, raTa daekmayofilebinaT ucx-
ouri valutis gacvlasa da kreditebze
arsebuli moTxovnebi TavianTi qveynis
klientebisaTvis, romelTac sazRvarga-
■ sacalod movaWreebi iyvnen erT-erTi boloebi, romlebmac daiwyes
globaluri biznesis keTeba. suraTze moyvanilia holandiuri mflo-
belobis sacalo movaWre kompania Macro, romelic yidis amerikul pro-
duqts kuala-lumpurSi.

286. 304 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
reT valutis gamoyeneba surdaT. bolo wlebSi bevri banki, marTlac, glob-
aluri gaxda. germaniis Deutsche Bank 75 qveyanaSi 12 mln momxmarebelze mets
emsaxureba. Tavisi klientebisaTvis, romelTac globaluri biznesis warmoeba
surT mas SeuZlia fulis gacema ara marto frankfurtSi, aramde ciurixSi,
londonSi, parizsa da tokioSi.47
profesinaluri da biznesmomsaxurebebis industriebs, rogorebicaa
buRalteria, menejment-konsaltingi da reklamireba, globalizacia sul
axlaxan SeexoT. am firmebis saerTaSoriso zrda im klienti kompaniebis glob-
alizacias mohyva, romelTac isini emsaxurebian. magaliTad, McCann-Erickson-i,
udidesi amerikuli sareklamo saagento, romelic msoflios 130 qveyanaSi fun-
qcionirebs. is emsaxureba iseT saerTaSoriso klientebs, rogorebicaa Coca-
Cola, General Motors, ExxonMobile, Microsoft, Jonson&Jonson, Unilever, romelTa produq-
ciac gatanilia aSS-is, kanadis, koreisa da TviT yazaxeTis bazrebzec ki.
McCann-Erickson-i erTaderTi kompaniaa im internacionalur jgufSi, romelic,
Tavis mxriv, sareklamo da marketinguli momsaxurebebis msoflioSi cnobil,
uzarmazar qsels warmoadgens.48
yvelaze bolos globalizacia sacalo movaWreebs SeexoT. imis gamo, rom
maTi Sida bazrebi ukve gajerebulia, iseTi amerikeli sacalo movaWree-
bisaTvis, rogorebic arian Wal-Mart, Kmart, Toys “R” Us, Office Depote, Saks Fifth Avenue
da Disney, sazRvargareTi swrafad mzard bazrebad iqca. magaliTad, Wal-Mart-i,
1995 wlidan moyolebuli, yovelwliurad axal qveyanaSi Sedis; gasul wels
saerTaSoriso bazarze misi gayidva 10%-iT gaizarda, ramac 35 miliard
dolarze meti Seadgina. ucxoeli sacalo movaWreebic aseTive svlas akeTeben.
iaponeli sacalo movaWre Yaohan axla aziaSi udides savaWro centrs, 21-
sarTulian Nextage Shanghai Tower-s meTaurobs CineTSi, xolo safrangeTis
Carrefour-i wamyvani sacalo movaWrea braziliasa da argentinaSi. maRaziebis
azieli mepatroneebi amerikul produqcias axla holandielTa Makro-s
maRaziebSi yiduloben, romelic dRes samxreT-aRmosavleT aziis maRaziaTa
udidesi qselia da regionSi misi gayidva or miliard dolars Seadgens.49
momsaxurebis mimwodebel kompaniebs, romelTac sxva qveynebSi muSaobis
survili aqvT, yovelTvis xelgaSlili ar egebebian. iq, sadac produqtis mwar-
moeblebs, Cveulebriv, tarifebi, kvotebi an valutis SezRudvebi aqvT, rodesac
TavianTi produqcia ucxo bazarze SeaqvT, momsaxurebis mimwodebeli kom-
paniebi metad mniSvnelovan barierebs awydebian. zogierT SemTxvevaSi,wesebi da
regulacia, rac momsaxurebis saerTaSoriso mimwodebel kompaniebze gavlenas
axdens, maspinZeli qveynis tradiciebiTaa gamowveulia. sxva SemTxvevaSi, isini
qveynis momsaxurebis mimwodebel kompaniebs Zlieri konkurentebisagan icavs.
sxva SemTvevebSi SezRudvebi mxolod momsaxurebis mimwodebeli ucxouri kom-
paniebis qveyanaSi damkvidrebis Sesaferxebladaa dawesebuli.
miuxedavad aseTi sirTuleebisa, momsaxurebis mimwodebeli kompaniebis
globalizaciis zrdis tendencia grZeldeba, gansakuTrebiT es exeba sabanko
industrias, aviaxazebs, telekomunikaciasa da profesionalur momsaxurebebs.
doneze. ZiriTadi produqti Sedgeba im ZiriTadi
problemis gadamWreli sargeblebisagan, romel-
Tac momxmareblebi produqtis yidvisas eZeben.
realuri produqti arsebobs ZiriTadi pro-
duqtis irgvliv da Seicavs xarisxis dones,
sxvadasxva niSan-Tvisebebs, dizains, brendis sax-
elsa da SefuTvas. gazviadebuli produqti war-
moadgens realur produqts damatebuli mraval-
ferovani momsaxurebebi da sargeblebi, romelTac
produqtTan erTad gvTavazoben. am momsaxure-
bebsa da sargeblebSi SeiZleba ganvixiloT
garantia, daniSnulebis adgilamde ufaso mitana,
damontaJeba da Senaxva.
droa, SevCerdeT da mimovixiloT is
ZiriTadi koncefciebi, romlebzec am
TavSi gavamaxvileT yuradReba _
kerZod, visaubroT produqtsa da mom-
saxurebaze. produqti ufro metia,
vidre, ubralod, materialuri niSan-Tvisebebis
martivi kombinaciis mqone sagani. sinamdvileSi,
bevri marketinguli SeTavazeba Sedgeba rogorc
materialuri saqonlisagan, aseve momsaxurebis-
agan, dawyebuli wminda materualuri saqonliT
da damTavrebuli wminda momsaxurebebiT. myid-
velisaTvis SeTavazebuli TiToeuli pro-
duqtisa Tu momsaxurebis ganxilva SesaZloa 3
SSeeiissvveenneeTT::
kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall

287. TTaavvii 77 produqti, momsaxureba da brendingis strategia 305
11.. ggaannssaazzRRvvrreeTT pprroodduuqqttii ddaa pprroodduuqqtteebbiissaa ddaa
mmoommssaaxxuurreebbeebbiiss ZZiirriiTTaaddii kkllaassiiffiikkaacciieebbii..
ufro vrclad rom ganvixiloT, produqti
yvelaferi rac SeiZleba bazars mivawodoT
yuradRebis misaqcevad, SesaZenad, gamosayeneblad
an moxmarebisTvis romelic, raime survils an
saWiroebas akmayofilebs. produqtebi moicavs
rogorc fizikur sagnebs, aseve, momsaxurebebs,
movlenebs, adamianebs, adgilebs, organizaciebs,
ideebs Tu yvela am erTeulis kombinaciebs.
momsaxureba produqtia, romelic Sedgeba
saqmianobebis, sargeblebisa Tu im kmayofilebi-
sagan, romelsac gasayidad gvTavazoben da
romelic ZiriTadad aramaterialuria. magali-
Tad, sabanko, sastumro da saremonto momsa-
xurebebi.
produqti da momsaxureba maTi momxmareb-
lebis tipebis safuZvelze or ZiriTad klasad
iyofa: samomxmareblo produqcia saboloo
momxmareblis mier personaluri gamoyene-bis
mizniT SeZenili produqcia da ZiriTadad
klasificirdeba momxmarebelTa yidvis Cvevebze
dayrdnobiT (yoveldRiuri moxmarebis produq-
ti, ZiriTadi moxmarebis produqti, gansakuTrebu-
li produqti da pasiuri moTxovnis produqti.
sawarmoo daniSnulebis saqonels organizaciebi
an individualuri momxmareblebi Semdgomi gada-
muSavebis an biznesSi gamoyenebis mizniT Seis-
yidian. sxva sabazro erTeulebi, rogorebicaa
organizaciebi, adamianebi, adgilebi da ideebi,
SesaZloa aseve produqtad ganvixiloT.
22.. ggaanniixxiilleeTT iiss ggaaddaawwyyvveettiilleebbeebbii,, rroommeellTTaacc
kkoommppaanniieebbii iiRReebbeenn TTaavviiaannTTii pprroodduuqqcciiiiss,, mmoomm--
ssaaxxuurreebbiiss,, pprroodduuqqttiiss sseerriiiissaa ddaa pprroodduuqqttiiss
kkoommpplleeqqssiiss SSeessaaxxeebb..
individualur produqtTan dakavSirebuli
gadawyvetilebebi moicavs produqtis Tvisebebs,
brendings, SefuTvas, etiketsa da produqtis
damatebiTi momsaxurebebs. produqtis Tvisebebis
Sesaxeb miRebuli gadawyvetilebebi moicavs
produqtis xarisxs, niSan-Tvisebebs, stilsa da
dizains. brendingTan dakavSirebuli gadawyveti-
lebebi moicavs brendis saxelis SerCevas da
brendis strategiis ganviTarebas. SefuTva
moicavs bevr ZiriTad sargebels, rogorebicaa
dacva, ekonomia, moxerxebuloba da stimulireba.
SefuTva xSirad gulisxmobs etiketis dizainis
Seqmnas, romelic ganasxvavebs mas sxvebisagan,
aRwers mis niSan-Tvisebebs da produqtis
stimulirebas axdens. kompaniebi qmnian produq-
tis mxardamWer momsaxurebebsac momsaxurebis
sargeblis gasazrdelad.
kompaniebis umravlesoba awarmoebs produq-
tis serias da ara mxolod erT produqts. pro-
duqciis seria aris produqtTa jgufi, romel-
Tac msgavsi funqciebis axasiaTebT, momxmarebelTa
erTsa da imave jgufebisTvisaa gankuTvnili,
erTi da imave tipis savaWro dawesebulebebSi
iyideba. seriis gavrcoba gulisxmobs produq-
ciis seriis gafarToebas zeviT, qveviT an orive
mimarTulebiT, raTa Seivsos is ZiriTadi adgi-
li, romelic SesaZloa konkurentma daikavos.
misgan gansxvavebiT, sasaqonlo seriis Sevseba
gulisxmobs arsebul seriaSi sagnebis damat-
ebas. produqciis seriaTa erTianoba, romelsac
gamyidveli myidvelebs sTavazobs, produqtis
kompleqss Seadgens. kompleqsis aRwera SeiZleba
oTxi sxvadasxva sididiT: siRrme, sigrZe, sifar-
Tove da erTgvarovneba. am sidideebis saSuale-
biT kompanim produqtis strategia unda Camoa-
yalibos.
33.. ggaanniixxiilleeTT bbrreennddiinnggiiss ssttrraatteeggiiaa __ ggaaddaawwyyvvee--
ttiilleebbeebbii,, rroommeellTTaacc kkoommppaanniiaa TTaavviissii bbrreennddiiss
SSeeqqmmnniissaa ddaa mmaarrTTvviiss ddrrooss iiRReebbss..
zogierTi analitikosi brends, rogorc
kompaniis ZiriTad aqtivs ganixilavs. brendi
ufro metia, vidre, ubralod, saxeli da simbolo
_ is moicavs yvelafers, rasac produqti Tu
momsaxureba momxmarebelisTvis niSnavs. brendis
kapitali aris pozitiuri, ganmasxvavebeli
efeqti, romelic brendis codnis SemTxvevaSi
gavlenas axdens momxmareblis produqtze an
momsaxurebaze gamoxmaurebisas. brendi, romel-
sac Zlieri brendis kapitali gaaCnia, Zalze
faseuli aqtivia.
brendis Seqmnisas kompaniebma unda miiRon
gadawyvetilebebi brendis pozicionirebaze, sa-
xelis SerCevaze, mis sponsorobasa da mis Sem-
dgom ganviTarebaze. yvelaze Zlieri brendis po-
zicionireba mis irgvliv Zlieri momxmareblis
rwmenisa da faseulobis Seqmnaa. brendis saxe-
lis SerCeva gulisxmobs brendisaTvis saukeTe-
so saxelis SerCevas, rac efuZneba produqtis
sargeblebis, miznobrivi bazrisa da marketin-
guli strategiebis saguldagulo mimoxilvas.
mwarmoebels brendis sponsorobasTan dakavSi-
rebiT oTxi alternativa aqvs: mas SeuZlia
gamouSvas mwarmoeblis brendi (an erovnuli
brendi), mihyidos brendi gadamyidvelebs, romle-
bic iyeneben kerZo brends, bazarze gaitanos
licenzirebuli brendebi an sxva kompaniasTan
gaerTiandes, raTa erToblivi brendis mqone
produqti Seqmnas. rodesac saqme brendis
ganviTarebas exeba, kompanias aseve 4 arCevani
aqvs. mas SeuZlia gamoiyenos sasaqonlo seriis
gafarToebis, brendis gafarToebis, multibren-
dis Tu axali brendis (axali brendis saxelebi
axali produqtis kategoriebSi) strategia.
kompaniebma TavianTi brendebi yuradRebiT
unda Seqmnan da marTon. momxmarebeli mudmivad
informirebuli unda iyos brendis pozicioni-
rebis Sesaxeb. am SemTxvevaSi reklama SeiZleba
dagvexmaros, magram brendis SenarCuneba xdeba
ara mxolod reklamiT, aramed brendTan dakavSi-
rebuli gamocdilebis xarjze. myidvelebi
brends ecnobian nacnobebTan urTierTobebis
Sedegad. kompaniam maT mimarT iseTive yuradReba
unda gamoiCinos, rogoric reklamebis warmoebi-
sadmi. amdenad, kompaniis brendis aqtivebis mar-
Tva mxolod brendis menejers ar unda evale-

288. bodes. zogierTi kompania axla brendis aqtivis
marTvis gunds qmnis, romelTac ZiriTadad
mxolod brendebis marTva evalebaT. dabolos,
kompaniebma periodulad unda Seamowmon brendis
Zlieri da susti mxareebi. zogjer, SesaZloa
brendisaTvis poxicionirebis Secvla gaxdes
saWiro, rac SeiZleba momxmarebelTa priori-
tetebis cvalebadobam an axalma konkurentebma
gamoiwvios. sxva SemTxvevaSi ki,SesaZloa moxdes
produqtis, momsaxurebisa Tu kompaniis rebren-
dingi.
44.. ggaannaassxxvvaavveeTT ooTTxxii mmaaxxaassiiaaTTeebbeellii,, rroommlleebbiicc
mmoommssaaxxuurreebbiiss mmaarrkkeettiinnggzzee ggaavvlleennaass aaxxddeennss ddaa
iiss ddaammaatteebbiiTTii mmaarrkkeettiinngguullii mmoossaazzrreebbeebbii,,
rroommlleebbssaacc mmoommssaaxxuurreebbaa mmooiiccaavvss..
momsaxurebas aqvs 4 ZiriTadi maxasiaTebeli: is
aris aramaterialuri, ganuyofeli, heteroge-
nuli da malfuWebadi. TiToeuli es maxasiaTe-
beli aCens problemebs da damatebiT marketin-
gul saqmianobebs moiTxovs. marketologebi
muSaoben, raTa ipovon gzebi, rom momsaxureba
metad materialuri gaxadon, im momsaxure per-
sonalTa nayofiereba gaizardon, romelnic Ta-
vianTi produqtisgan ganuyofelni arian, momsa-
xureba metad standartizebuli gaxadon,
moTxovna da miwodeba erTmaneTs ukeT mieu-
sadagon.
warmatebuli momsaxurebis mimwodebeli kom-
paniebi yuradRebas amaxvileben rogorc myid-
velebze, aseve TavianT TanamSromlebze. maT
ician momsaxureba-mogebis jaWvi Sesaxeb, rome-
lic kompaniis mogebas TanamSromlebisa da
306 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
myidvelis kmayofilebasTan akavSirebs. mom-
saxurebis marketinguli strategia moicavs ara
marto gare mareketings,aramed Siga marketingsac,
raTa TanamSromlebis motivireba moaxdinos, da
interaqtiur marketings, raTa momsaxurebis
mimwodeblebis momsaxurebis unar-Cvevebi gaaum-
jobesos. warmatebis misaRwevad momsaxurebis
mimwodebelma kompaniebma konkurentebisagan gan-
masxvavebeli momsaxureba unda Seqmnan, momsa-
xurebis maRali xarisxi SemogvTavazon da
momsaxurebis nayofierebis gazrdis gzebi
ipovon.
55.. ggaanniixxiilleeTT pprroodduuqqttTTaann ddaakkaavvSSiirreebbuullii oorrii
ddaammaatteebbiiTTii ssaakkiiTTxxii:: ssoocciiaalluurrii ppaassuuxxiissmmggeebb--
lloobbaa pprroodduuqqttiiss ggaaddaawwyyvveettiilleebbeebbiiss ddrrooss,,
ssaaeerrTTaaSSoorriissoo pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss
mmaarrkkeettiinnggii..
marketologebma mxedvelobaSi unda miiRon
produqtTan dakavSirebuli ori damatebiTi
sakiTxi: pirveli _ socialuri pasuxismgebloba,
romelic gulisxmobs sazogadoebrivi politi-
kis sakiTxebsa da kanonebs, rogoricaa produq-
tis damateba an gauqmeba, patentis dacva, pro-
duqtis xarisxi da usafrTxoeba, produqtis
garantia, meore _ gansakuTrebuli problemebi,
romlebic produqtis da momsaxurebis saerTa-
Soriso bazarze gatanas Tan axlavs. kerZod,
saerTaSoriso bazarze gasvlisas marke-
tologebma unda gadawyviton, ramdenad moaxdi-
non TavianTi SeTavazebebis standartizacia Tu
adaptacia msoflio bazrebisaTvis.
TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii
bbrreennddii Brand
bbrreennddiiss ggaavvrrccoobbaa Brand extension
bbrreennddiiss kkaappiittaallii Brand equity
ggaannssaakkuuTTrreebbuullii pprroodduuqqttii Specialty product
eerrTToobblliivvii bbrreennddiinnggii Co-branding
iinntteerraaqqttiiuullii mmaarrkkeettiinnggii Interactive marketing
kkeerrZZoo bbrreennddii Private brand
mmoommssaaxxuurreebbaa Service
mmoommssaaxxuurreebbaa--mmooggeebbiiss jjaaWWvvii Service-profit chain
mmoommssaaxxuurreebbiiss aarraammaatteerriiaa--lluurroobbaa Service intangibility
mmoommssaaxxuurreebbiiss hheetteerrooggeennuulloobbaa Service viability
mmoommssaaxxuurreebbiiss ggaannuuyyoofflloobbaa Service inseparability
mmoommssaaxxuurreebbiiss mmaallffuuWWeebbaaddoobbaa Service perishability
ppaassiiuurrii mmooTTxxoovvnniiss pprroodduuqqttii Unsought product
pprroodduuqqttii Product
pprroodduuqqttiiss kkoommpplleeqqssii ((aann Product mix (or product
pprroodduuqqttiiss aassoorrttiimmeennttii)) assortment)
pprroodduuqqttiiss sseerriiaa Product line
pprroodduuqqttiiss xxaarriissxxii Product quality
ssaammoommxxmmaarreebblloo pprroodduuqqttii Consumer product
ssaawwaarrmmoooo ddaanniiSSnnuulleebbiiss Industrial product
pprroodduuqqttii
SSeeffuuTTvvaa Packaging
sseerriiiiss ggaavvrrccoobbaa Line extension
ZZiirriiTTaaddii mmooxxmmaarreebbiiss pprroodduuqqttii Shopping product
SSiiddaa mmaarrkkeettiinnggii Internal marketing
ssoocciiaalluurrii mmaarrkkeettiinnggii Social marketing
yyoovveellddRRiiuurrii mmooxxmmaarreebbiiss Convenience product
pprroodduuqqttii

289. TTaavvii 77 produqti, momsaxureba da brendingis strategia 307
ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii
11.. brendis kapitali pozitiuri ganmas-
xvavebeli efeqtia, romelic miiReba
myidvelebisgan, romelTac brendis
saxeli ician da, aqedan gamomdinare, produqtsa
Tu momsaxurebaze Sesabamisi reaqcia aqvT.
daasaxeleT sami kompania, romelTac, Tqveni az-
riT, maRali brendis kapitali aqvT. rogor ex-
mareba firmas brendis maRali kapitali konku-
rent kompaniebTan brZolisas?
22.. estumreT sursaTis maRazias da SexedeT
konkurenti produqtebis SefuTvas or an sam
sxvadasxva produqtis kategoriaSi. romeli Se-
fuTvaa saukeTeso? ratom? ra funqciebs asru-
leben es SefuTvebi?
33.. estumreT kompania Kraft Food-is veb-gverds
(www.kraft.com/index.html), gadaxedeT sxvadasxva
brendis CamonaTvals. SeafaseT kompaniis pro-
duqtis kompleqsi Semdegi sazomebis mixedviT:
sifarTove, sigrZe, siRrme da erTgvarovneba.
44.. magaliTisTvis ganixileT Cheerios-is burRu-
leulis poziciebi Semdegi sakiTxebTan mimar-
TebaSi _ produqtis maxasiaTeblebi, sargebeli,
Zlieri rwmena da faseuloba.
55.. romeli sakiTxebi unda miiRos mxedvelobaSi
mwvane muxudos konservebis mwarmoebelma, rode-
sac arCevani unda gaakeTos mwarmoeblis brends,
maRaziis brends, licenzirebul brendsa da
erToblivi brendis mqone produqts Soris?
66.. ganixileT, rogor gansxvavdeba mSrali qimw-
menlms kompaniis momsa xureba avtonawilebis
maRaziis servisisgan _ aramaterialurobis, ganu-
yofelobis, heterogenulobisa da malfuWeba-
dobis poziciebidan.
ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii
11.. ganixileT brendis ganvrcobis strategiebi da
SeafaseT, ramdenad kargad ergeba brendTan
dakavSirebuli asociaciebi axal produqts:
Kodak-ma firebis garda daiwyo elementebis war-
moeba, Winnebago-m sacxovrebel trailerebis
gamoSvebas daamata karvebis warmoeba, Fisher-Price-
ma saTamaSoebis Semdeg bavSvebisTvis saTvalee-
bis CarCoebis gamoSveba daiwyo, Harley-Davidson-ma
motocikletebs daamata sigaretebi, Dankin’ Donuts-ma
ki saqmianoba burRuleulis warmoebiT ganav-
rco. Tqveni azriT, gaamarTlebs Tu ara brendis
aseTi ganvrcoba?
22.. CamoTvaleT xuTi damaxasiaTebeli niSan-Tvi-
seba rac brendis karg saxels unda qondes.
Tqvens mier CamoTvlili niSan-Tvisebebis mixed-
viT gayidvaSi arsebuli produqtebis sami kargi
da sami cudi brendis saxeli amoarCieT. war-
moidgineT, rom xsniT picerias. ra iqneba kargi
saxeli am biznesisaTvis?
33.. aRwereT iseTi produqti, romelic saWiroebs
adaptacias sxvadasxva qveyanaSi misi gayidvis
dros. agreTve, aRwereT produqti, romelic gayi-
deba yvela qveyanaSi standartulad. Camoaya-
libeT is ZiriTadi principebi, rodesac saWiroa
iimmooggzzaauurreeTT
tteeqqnnoollooggiiuurr ssaammyyaarrooSSii
sastumro Hilton-is produqtis kom-
pleqsi warmodgenilia 9 sxvadasxva
sastumros brendiT, romlebic mTel
msoflioSia ganlagebuli. ewvieT
sastumro Hilton-is brendis sam veb-gverds
(www.hilton.com; www.hamptoninn.com; www.conradho-
tels.com) da pasuxi gaeciT qvemoT moyvanil Se-
kiTxvebs.
11.. rogori pozicia ukavia am sam brends erTma-
neTis mimarT?
22.. ganixileT Hilton-is sastumroebis mravalfero-
vani brendebi produqciis seriis ganvrcobisa
da seriis Sevsebis koncefciidan gamomdinare.
33.. ratom iyenebs Hilton TiToeuli sastumrosTvis
sxvadasxva brendis saxels? eTanxmebiT Tu ara
am midgomas?

290. 308 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
kompaniebi TavianTi brendis saxelis
dacviT arian dainteresebulni, miuxe-
davad imisa, Tu sad aris is _ fizikur
Tu virtualur samyaroSi. e.w. `kibers-
kvaterebi~ arian is pirebi, romlebic
aregistrireben arsebuli, cnobili kompaniis veb-
gverdis misamarTis msgavs domeinebs.. magali-
TisTvis SeadareT veb-gverdis amazom.com meore
veb-gverdis saxelwodebas amazon.com.
kiberskvaterebi, Cveulebriv, amas imisTvis
akeTeben, rom msgavsi veb-gverdis misamarTebis
meSveobiT miizidon momxmarebeli an im imediT,
rom isini kompanias, mniSvnelovani mogebis mi-
Rebis mizniT, msgavs domeins ukan mihyidian. 2000
wels kiberskvatingisgan momxmarebelTa dasaca-
vad miRebuli kanoniT, aSS-Si kiberskvatingi
arakanonierad gamocxadda. am kanonis mixedviT,
individebi, romlebic dominirebul saxels `cu-
di miznebiT~ gamoiyeneben, 100,000 dolariT daja-
rimdebian.
11.. ratom unda ainteresebdeT kompaniebs `kibers-
kvaterebi~?
22.. zogierTi adamianis azriT, domeini unda
gamoiyenebodes mxolod erTi kompaniis mier da
arc erT sxva kompanias Tu individs ar unda
hqondes pretenzia araregistrirebuli domeinis
gamoyenebaze. ras fiqrobT amaze ?
33.. riT gansxvavdeba kibersivrceSi erTi brendis
saxelis dacva savaWro niSnis dacvisgan?
eeTTiikkiiss ssaammyyaarrooSSii
Accenture-is biznessituacia moTavse-
bulia wignis bolos, danarT 1-Si.
uuccxxoouurrii bbiizznneessssiittuuaacciiaa

291. 2005 wlis 21 ivniss kompa-
nia `aqsisma~ Caatara sac-
xovrebeli kompleqsis
axali koncefciis – `aqsispalasis~ _ prezen-
tacia, romelic momavali obieqtis teritoriaze
gaimarTa. kompania `aqsisis~ prezidentma
aleqsandre meJeviZem da Tbilisis imdroin-
delma merma zurab WiaberaSvilma damswre
sazogadoebas ganumartes, rom axali koncefcia
moicavs sastumros tipis sacxovrebels, romel-
Sic iqneba sportul-gamajansaRebeli moednebi,
gasarTobi da savaWro obieqtebi da xuTvar-
skvlaviani sastumrosTvis damaxasiaTebeli mom-
saxureba.
kompleqsis prezentacias didi gamoxmaureba
mohyva. prezentaciidan ori Tvis Semdeg 16,000 m2-
ze meti sacxovrebeli farTi gaiyida. kompania
`aqsisisTvis~ es arnaxuli warmateba iyo. realu-
ri gayidvebi dagegmilze 4-jer meti iyo. klien-
tebis grZel rigebs `aqsisSi~, iseve rogorc sxva
arc erT samSeneblo kompaniaSi, SeCveulebi ar
iyvnen. proeqtis cnobadobam potenciur segmen-
tSi 95.2-98.6%* Seadgina.
sawyis etapze gazrdili gayidvebi `aqsispa-
lasis~ inovaciuri ideis damsaxureba iyo. 2 Tvis
Semdeg gayidvebis tempi Semcirda da stabiluri
gayidvebis SualedSi moeqca. Semcireba, erTi
mxriv, gamoiwvia vrceli infrastruqturis gada-
saxadma (yovelTviuri Sesatani, romelic faravs
komunalur, usafTxoebis da dasufTavebis safa-
surs. survilis SemTxvevaSi, mosaxle damatebiT
ixdis auzis, sportuli moednebisa da individua-
luri tipis momsaxurebis safasurs), romelic,
mosaxleobis azriT, ramdenime aseuli dolari
unda yofiliyo. meore mxriv ki, miznobrivi
bazris mier `aqsispalasis~ aRqmam, rogorc eli-
taruli, prestiJuli sacxovreblisa, romelsac
mosaxleobis mxolod mcire nawili Tu gawvde-
boda finansurad.
2005 wlisTvis uZravi qonebis bazari erT-erTi
yvelaze mimzidveli sfero iyo saqarTveloSi.
mSeneblobis mTliani moculoba am droisTvis
900,000 m2 - ze meti iyo, rac daaxloebiT 20%-iT
aRemateboda 2003 wlis maCvebels. aman gamoiwvia
bazarze mZafri konkurencia. 25 kompaniaze meti
cdilobda klientebis mizidvas damatebiTi mom-
saxurebis SeTavazebiTa da vizualuri masalis
gaumjobesebiT. aseTi viTareba gamoiwvia iman,
rom binebis umravlesoba mSeneblobis dawyebam-
de iyideba. ar arsebobs proeqtis naxvisa Tu
Sexebis saSualeba da amitom gansakuTrebul
mniSvnelobas iZens vizualuri masala, romelsac
klienti ecnoba binis Sesyidvisas. aseTebia:
saxlis eqsterieri, gegma, xelSekrulebis forma,
agreTve kompaniis ofisis ieri da a.S. amas gar-
da, momxmareblebis mozidvas xels uwyobs
sityvieri marketingi da gayidvebis Semdgomi
momsaxureba.
2006 wels, mSeneblobis moculobis mxriv,
`aqsisi~ me-2 adgilze iyo (15%) da konkurentebze
sagrZnoblad maRali cnobadoba da ndoba hqonda
mopovebuli (ix. Ddiagramebi 1 da 2). potenciuri
bazris 96.3-99.7%-s * garkveuli warmodgena aqvs
`aqsisisze~. amave segmentis daaxloebit 70%-s
kompaniisadmi pozitiuri ganwyoba aqvs. aseTi
maRali maCveneblebi kompaniisaTvis, romlis
saqmianobis sferoc ufro metad momsaxurebas
moicavs, saSualoze bevrad maRalia.
`aqsisi~ daarsda 1998 wels. Tavdapirvelad,
kompania mravalsarTulian sacxovrebel saxlebs
aSenebda. 3 wlis Semdeg daiwyo Tanamedrove,
mravalfunqciuri kompleqsebis _ kondominiu
me-bis _ mSenebloba, rac saqarTveloSi pirvel
precedents warmoadgenda dasavleTSi yvelaze
popularuli am tipis sacxovrebli saxlis
mSeneblobisa. kondominiumis koncefcia gulis-
xmobs Tanamedrove arqiteqturasa da kompleqsur
momsaxurebas. binis mflobelebs saSualeba eZ-
levaT, kompleqsis sxva mcxovreblebTan erTad,
saziarod, TavianT saxlSi iqonion is damatebiTi
infrastruqtura da momsaxurebis paketebi, rom-
lebsac damoukideblad finansurad ver gawvde-
bodnen. aseTi mSeneblobebi Tavis TavSi moicavs
vrcel infrastruqturas, komerciul, gasarTob,
sportul-gamajansaRebel kompleqsebsa da
momsaxurebas (dacva, dasufTaveba).
2005 wels kompaniam kidev ori siaxle Semoi-
tana regionSi: pirveli A klasis qarTuli bizne-
sis centri da sruliad gansxvavebuli sacxovre-
beli koncefcia – `aqsispalasi~.
`aqsispalasi~ iyo sruliad axali produqti,
romelic kondominiumis saxecvlilebad iTvle-
qqaarrTTuullii bbiizznneessssiittuuaacciiaa
vviissTTvviiss aarriiss ``aaqqssiiss~~ ppaallaassii??
ddiiaaggrraammaa 11 mmSSeenneebblloobbiiss mmooccuulloobbiiss ggaannaawwii--
lleebbaa bbaazzaarrzzee

292. boda. am proeqts, gansxvavebiT Cveulebrivi kon-
dominiumisgan, axasiaTebs bevrad meti saxeobis
momsaxureba (magaliTad, kurieri, sabavSvo eqs-
kursiebi da avtosamrecxao).
am produqtis imijis dasamkvidreblad Catar-
da mravali RonisZieba. maT Soris:
■ pirvel etapze gaimarTa proeqtis prezen-
tacia, romelic Catarda momavali mSeneblobis
teritoriaze. miwveuli iyo 200-mde stumari,
maT Soris Tbilisis meri da politikuri
elitis sxva warmomadgenlebi. prezentacia
wamyvani telearxebiT gaSuqda da farTo
gamoxmaureba gamoiwvia.
■ prezentaciis dResve reitingul arxebze `aqsi-
sispalasis~ saimijo klipebis seriis Cveneba
daiwyo, rac mimarTuli iyo uprecedento kom-
pleqsis Sesaxeb miznobrivi bazris infor-
mirebisken.
■ ori Tvis Semdeg, 2005 wlis agvisto-seqtem-
berSi, gadawyda qalaqis Semosasvleli trase-
bis datvirTa palasis momsaxurebis amsaxveli
bilbordebis seriiT. am aqciisTvis biZgi iyo
dasavleTidan momavali damsvenebelTa didi
raodenoba.
■ Semodgomaze Seiqmna palasis axali klipi,
romelSic aqcenti palasSi arsebul momsax-
urebebze keTdeboda. es klipi saqarTveloSi
erT-erTi ZviradRirebuli aRmoCnda da is iyo
pirveli, romelic uaxlesi teqnologiiT
gadaiRes _ kameriT, romelic wamSi 4000 kadrs
iRebs.
■ zemoT CamoTvlil kampaniebs Tan erTvoda:
statiebi da saimijo reklamebi YJurnal-gaze-
TebSi, bilbordebi qalaqis centSi, bukletebi.
palasis pozicionireba dagegmili iyo saSua-
lo fenis mosaxleobaze. maTTvis saxeli asoci-
rebuli unda yofiliyo momsaxurebasTan. marke-
tinguli Zalisxmevis Sedegad asec moxda, Tumca
sityvieri marketingis gavleniT kompleqsis
imiji ufro metad daukavSirda iseT zedsar-
Tavebs,rogorebicaa _ feSenebeluri, elitaruli
da ZviradRirebuli.
aseTi damokidebuleba, savaraudod, produqtis
saxelma gamoiwvia _ palasi.. aseve didi gavlena
moaxdina kompleqsis farglebSi reklamirebulma
momsaxurebis paketebma:
■ gansxvavebuli momsaxureba sxvadasxva asako-
brivi jgufebisTvis;
■ ukabelo internetidan dawyebuli, jgufuri
eqskursiebiT damTavrebuli momsaxureba;
■ sabazo aucilebeli paketebi;
■ mravalferovani momsaxureba survilis mixed-
viT (auzi, sportuli moednebi da individu-
aluri tipis momsaxureba);
■ monacemTa bazaze dayrdnobiT SerCeuli indi-
vidualuri momsaxureba.
`aqsisis~ marketingis departamentma araswori
aRqmis Secvla beWvdiTi mediis daxmarebiT sca-
da, Tumca Sedegi sasurvelze mcire iyo.
sabolood, gaCnda mosazreba, rom aseTi aRqma
SesaZloa arc yofiliyo saziano.
pozicionirebis Secvlis momxreebi Tavis
mosazrebas asabuTebdnen maRalSemosavliani
segmentis simciriT, rac mniSvnelovani problema
aRmoCndeboda `aqsispalasis~, rogorc axali
produqciis, seriisTvis (`aqsisi~ Tbilisis
sxvadasxva ubanSi ramdenime `aqsispalasis~
mSeneblobas gegmavs). erTi aseTi kompleqsis
moculoba saSualod 600 biniT Semoifargle-
boda, Sesabamisad, `aqsispalasis~ segmenti
maqsimalurad mravalricxovani unda yofiliyo.
maRalSemosavliani segmenti ki saqarTvelos
mosaxleobis mcire nawils Seadgens.
am mosazrebis mowinaaRmdegeebi Tvlidnen, rom
potenciuri momxmareblebis kmayofileba kidev
ufro maRali iqneboda, Tu isini SeZenil
produqts aRiqvamdnen, rogorc eqskluziurs da
ara masobrivad xelmisawvdoms. magram `aqsisis~
ofisSi misvlisas fasi, romelsac isini
Seityobdnen, maTTvis mosalodnelze naklebi
aRmoCndeboda, es gazrdida kmayofilebas da
Sesyidvis SesaZleblobas.
SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::
11.. Tqveni SexedulebiT CamoayalibeT kondo-
miniumis, `aqsisis~ palasis miznobrivi bazris
demografiuli, fsiqografiuli maxasiaTeb-
lebi.
22.. aRwereT palasis brendis ganviTarebis stra-
tegia (ix.marketingi muSaobis procesSi 7.4).
33.. SeimuSaveT palasisi brendis pozicionirebis
strategia.
44.. CamoayalibeT etapobrivi sqema, romlis mixed-
viTac palasis Zlier brends SeqmnidiT.
310 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena
ddiiaaggrraammaa 22 mmoommxxmmaarreebbeellTTaa ggaannwwyyoobbaa ssaammSSeenneebblloo
kkoommppaanniieebbiiss mmiimmaarrTT

293. TTaavvii 77 produqti, momsaxureba da brendingis strategia 311

294. ■ Aam Tavis Seswavlis Semdeg Tqven SeZlebT:
11.. axsnaT, Tu rogor igoneben da aviTareben axal produqts kompaniebi; 22.. CamoTvaloT da ganmartoT axali
produqtis ganviTarebis procesis safexurebi; 33.. aRweroT produqtis sasicocxlo ciklis etapebi; 44..
gaaTviTcnobieroT, Tu rogor icvleba marketinguli strategiebi produqtis sasicocxlo ciklis ganmavlobaSi

295. 8axali produqtis
ganviTareba da produqtis
sasicocxlo ciklis
strategiebi
wina TavSi Tqven saSualeba gqondaT SegeswavlaT is gadawyvetilebebi,
romlebsac marketologebi individualuri brendisa da produqtis kompleqsis
marTvisas iReben. am TavSi Cven produqtis irgvliv kidev 2 damatebiT Temas
SeviswavliT: axali produqtebis ganviTarebasa da maT marTvas sasicocxlo
ciklis gaTvaliswinebiT. miuxedavad imisa, rom axali produqtis ganviTareba
kompaniisaTvis sariskoa da bevri maTganis istoria marcxiTac damTavrebula,
is organizaciis macocxlebel Zalad moiazreba. swored amitom surT
marketologebs, rom danergvis Semdeg maT produqts xangrZlivi da
warmatebuli sasicocxlo cikli hqondeT. am Tavis pirveli nawili exeba
process, romlis mizania warmatebuli axali produqtebis aRmoCena da
ganviTareba. Tavis meore nawilSi Tqven SeiswavliT da TvalnaTliv dainaxavT,
rom TiToeuli produqti sasicocxlo ciklis ramdenime etaps gadis,
romlebic individualur, mxolod maTze morgebul sxvadasxva marketingul
strategiebsa da taqtikas saWiroeben.
Tavdapirvelad Tqvens yuradRebas gavamaxvilebT kompania Microsoft-ze. Tuki
Tqven gaqvT personaluri kompiuteri, maSin advili misaxvedria, rom Microsoft-is
zogierTi produqtiTa da momsaxurebiT isargeblebT. Microsoft Window-is pro-
gramebs xom personaluri kompiuterebis operaciuli sistemebis bazris 97%
ukavia, xolo mis programas “Office”-s _ bazris 90%. Tumca, rogorc Cans bazris
wilis es procentuli maCveneblebi da 25-miliard dolariani brunva,sulac ar
aris kompaniisaTvis sakmarisi. rogorc naxavT misi am warmatebis garantia
siaxleebisaken mudmivi ltolvaa, uamravi axali produqtis ganviTareba da
aseve, `morigi saswaulis~ mudmivi Ziebaa.
r
ogorc ukve aRvniSneT, albaToba imisa, rom Tqven Microsoft-is romelime
tipis produqts an momsaxurebas iyenebT – sakmaod didia. Microsoft
Windows-is operacili sistema personaluri kompiuterebis bazris 97%,
xolo biznes-momsaxurebebis bazris - 40%-ze mets moicavs. M Microsoft Office-i ki
(kompaniisTvis yvelaze meti Semosavlis momtani) mTeli saofise programebis
gayidvaTa 90%-s flobs. kompaniis MSN internetis