Professional Documents
Culture Documents
/ bakalavriati /
(leqciebis kursi)
Tbilisi
2012
1
MmomxmarebelTa qcevis Seswavlis miznebi,
amocanebi da meTodebi
2
orientaciisken da fsiqologiis, rogorc qcevis Sesaxeb mecnierebis
ganviTarebis doniT.
1) II msoflio omamde;
2) omisSemdgomi (1980 wlamde);
3) Tanamedrove ( 80-iani wlebis Semdeg);
3
SemuSaveba, magram “didma depresiam ” (xangrZlivi uZraobis periodi
msoflios mravali qveynis ekonomikaSi 1929-1934ww-Si) mZime daRi daasva am
axlad fexadgmul mecnierebas. marketinguli saqmianobis mimarTulebaTa
umravlesoba gayinuli iqna. im periodSi cota Tu fiqrobda fsiqologiis
da qcevis Sesaxeb sxva mecnierebaTa gamoyenebiT mniSvnelobaze, Tumca
calkeuli marketinguli kvlevebi am mimarTulebiT (marTalia ufro
Teoriuli, vidre praqtikuli mniSvnelobis) swored maSin gamoCnda.
omisSemdgomi periodi
4
samyaroSi. marTalia, misi Teoria dRemde polemikis sagans warmoadgens
mecnierebs Soris, magram faqti erTia – froidis fsiqoanalitikuri
Teoriis dRis sinaTleze gamoCenam samyaro samudamod Secvala. qcevis
Sesaxeb mecnierebebs myari niadagi gauCndaT. swored 50-iani wlebis
bolos da 60-iani wlebis dasawyisSi aRmocenda axali mimarTuleba
qceviT mecnierebaSi, qcevis disciplinaTaSorisi dargi –
momxmarebelTa qceva.
5
momxmarebelTa qcevis Sesaxeb mecnierebis Tanamedrove mdgomareoba
6
dReisaTvis marketologebi dganan axali problemebis winaSe:
8
albaTobis Teoria, qseluri dagegmva, ekonomikur-maTematikuri
modelireba, eqspertiza.
9
amrigad, momxmarebelTa qcevis Seswavla umniSvnelovanes amocanas
warmoadgens mravali cnobili kompaniis saqmianobaSi. rodesac igi
sruldeba codniT da profesionalizmiT, mas moaqvs realuri sargebeli.
ra moswons individs
10
rogorc momxmarebels rogorc myidvels rogorc adamians
6. yidvisSemdgomi
garantiebi da a.S.
11
firmebisa da kompaniebisTvis pirvelxarisxovan amocanas
warmoadgens imis garkveva, Tu rogor reagireben myidvelebi kompaniis
mier SeTavazebul sxvadasxva marketingul stimulebze.
myidvelobiTi qcevis modeli “survili – reaqcia” mocemulia suraTze.
12
momxmarebleblze orientirebuli kompaniebis mizans warmoadgens
maTTvis maRali faseulobis uzrunvelyofa konkurentebTan SedarebiT.
faseuloba – es aris sxvaoba produqtis yidvisas miRebul sargebelsa da
im danakliss (droiTi, fuladi an sxva resursebi) Soris, rasac ganicdis
momxmarebeli yidvis aqtis Sedegad.
13
daxvewili marketingis eraSi, yovelwliurad asobiT saqoneli ganicdis
fiaskos bazarze. gamokvleulia, rom axali samomxmareblo saqonlis
80 % arakonkurentunariania. statistikurad, Secdomebi arafriT ar aris
winandelze naklebi. amasTan, warumateblobas ganicdis ara mxolod is
saqoneli, romelmac bazarze gamoCenisTanave gaucrua molodini
mwarmoeblebs ( ~ 33 %), aramed isinic, romlebic Tavidan sakmaod
warmatebulebi Candnen.
gadawyvetilebis miRebisas
14
momxmarebelTa qceva arsebiTad icvleba imis mixedviT, Tu ra
saqonels (momsaxurebas) yidulobs igi. rac ufro rTulia yidvis
gadawyvetilebis miReba, miT meti monawilea saWiro da miT ufro
frTxilia momxmarebeli. suraTze warmodgenilia momxmarebelTa qcevis
tipebi yidvis gadawyvetilebis procesSi.
momxmarebelTa momxmarebelTa
15
damatebiTi informacia mocemuli kategoriis saqonlis maxasiaTeblebze.
magaliTad, kompiuteris yidvisas momxmarebels xSir SemTxvevaSi ar
gaaCnia mkafio da srulyofili warmodgena mis teqnikur maxasiaTeblebze.
rogorc wesi, monacemebi operatiul mexsierebaze, myari diskis
moculobaze, procesoris parametrebis Sesaxeb mniSvnelobas iZenen
mxolod misi gamoyenebis procesSi. aseTi saqonlis mwarmoeblebs unda
esmodeT, Tu ra seriozulobiT Seagrovebs myidveli informacias misTvis
sasurvel saqonelze da Seafasebs mas
16
erTmaneTTan konfliqtSi myofi arCevanis arsebobasTan. aseT SemTxvevaSi
konfliqts iwvevs is garemoeba, rom erTi mxriv, momxmarebeli cdilobs
misi arCevani iyos racionaluri, xolo meore mxriv, is ver xedavs aseTi
arCevanis gansaxorcieleblad racionalur dasabuTebas da amitom
iZulebulia imoqmedos intuiciurad.
17
arsebobs yoveldRiuri da rutinuli gadawyvetilebebi, rodesac
saqonlis markebs Soris SeiniSneba SedarebiT umniSvnelo diferenciacia
da momxmarebelTa Cabmis dabali xarisxi. myidvelobiTi qcevis aseT tips
ewodeba - Ceulebrivi myidvelobiTi qceva.
18
vinaidan swrafad xdeba maTi damaxsovreba da savaWro markasTan
asocireba. sareklamo kampania unda Seicavdes xSirad ganmeorebad mokle
Setyobinebebs. aseTi saqonlis satelevizio reklama ufro efeqturia,
vidre beWduri, radganac pirveli metad esadageba pasiur aRqmas, romlis
saSualebiTac momxmarebeli ayalibebs Tavis urTierTobebs dabali
Cabmis xarisxis mqone saqonelTan. sareklamo kampaniis programa agebuli
unda iyos pirobiTi refleqsebis klasikur Teoriaze: myidvelebi eCvevian
produqtis asocirebas garkveul simboloebTan, romelsac isini xSirad
xvdebian mocemul saqonelze.
19
saZebni myidvelobiTi qceva
20
situaciuri faqtorebi da yidvis Sesaxeb gadawyvetilebis
procesis Taviseburebebi
komunikaciuri situaciebi
21
guneba-ganwyobilebis Secvla. pozitiuri emociuri tonis programebs
gadaaqvT pozitiuri ganwyoba momxmareblis mier sareklamo informaciis
damuSavebis procesSi da amaRleben mis damaxsovrebadobas.
teleprogramebis sevdiani toni gavlenas axdens reklamaze.
yidvis situaciebi
22
iqneboda SeumCneveli. maRaziis garemom SeiZleba gamoiwvios emociebi,
romelic gavlenas moaxdens maRaziaSi momxmareblis mier daxarjul
drosa da fulze. gamyidvelebi mniSvnelovan rols asruleben maRaziis
imijis formirebasa da momxmarebelTa loialurobaSi. kvalificiuroba,
garegani saxe, keTilganwyoba _ mniSvnelovania warmatebuli
gayidvebisTvis.
gayidvaTa sezonuroba;
dro, romelic sWirdeba momxmarebels gadawyvetilebis misaRebad;
sareklamo informaciis mexsierebaSi gaCerebis dro.
23
fizikuri garemo;
socialuri garemo;
droiTi perspeqtiva;
samomxmareblo qcevis mizani;
fizikuri garemo
socialuri garemo
24
socialur garemos Seadgenen adamianebi, romlebic imyofebian
samomxmareblo gadawyvetilebebis miRebis dros. Sopingi sxva
adamianebTan erTad gavlenas axdens iseTi saqonlis SeZenaze, rogoricaa
tansacmeli, sasmeli da a.S.
droiTi perspeqtiva
25
sainformacio da satelekomunikacio sistemebi, maT Soris internetis
momsaxureba.
26
samomxmareblo SerCevis procesis etapebi
27
3. alternativaTa yidviswinare Sefaseba _ am etapze momxmareblebi
iyeneben SefasebiT kriteriumebs _ standartebs da teqnikur dokumentebs
sxvadasxva produqtebis an markebis Sesadareblad. kriteriumebi
damokidebulni arian momxmarebelTa individualur Taviseburebebze da
garemoze. magaliTad, momxmareblisTvis ufro mniSvnelovani SeiZleba
iyos saqonlis dizaini, an teqnikuri da teqnologiuri saixle, an
saqonlis fasi.
saqonlis atributebis Sesaxeb informaciis xelmisawvdomoba aris
gayidvaTa warmatebis mniSvnelovani faqtori.
28
es aris momxmareblis gadawyvetilebis procesis bolo stadia. am
dros momxmarebeli dgas arCevanis winaSe _ mTlianad moicilos
produqti, Tu gadaamuSaos igi an gayidos xelaxla naxmari nivTebis
bazarze (remarketingi).
29
Cveulebrivi problemis gadaWra
30
aseTi tipis SeZena gulisxmobs garkveul dafiqrebas, analizs,
magram xSirad Semoifargleba informaciis Sida ZiebiT. magaliTad,
dainaxavs ra myidveli Svriis peCenias maRaziaSi, igi iRebs SefuTvas da
ar eZebs sxva informacias garda imisa, rac ukve arsebobs mis
mexsierebaSi: ,,Svriis peCenia gemrielia.” gare Zieba Tu xdeba, isic
SezRudulia _ momxmarebeli zereled gadaxedavs savaWro daxlze
gamofenil ramdenime saxis peCenias.
31
sisworesTan dakavSirebuli eWvebi, romlis gadasalaxad marketologebi
iyeneben misi Semcirebis meTodebs.
impulsuri SeZena
32
adamianisTvis damaxasiaTebelia erTdroulad mravali
moTxovnilebis gancda. zogierTi maTgani aris biologiuri da
ganpirobebulia fiziologiuri mizezebiT. maT miekuTvneba, kerZod,
SimSili, wyurvili da a.S. danarCeni moTxovnilebebi fsiqologiuria da
mdgomareoben aRiarebis, pativiscemis, sulieri siaxlovis survilSi.
realuri sasurveli
mdgomareoba
mdgomareoba
moTxovnilebis moTxovnilebis
Secnoba ar xdeba
Secnoba
34
5)
1) saqmianobis analizi;
2) produqtis analizi;
3) problemis analizi.
midgoma _ ,,saqmianobis analizi” koncentracias axdens
momxmareblis konkretul saqmianobaze, rogoricaa, magaliTad,
TeTreulis recxva, avtomobilis tareba an ucxo enis Seswavla.
gamokiTxva da fokus-jgufi gansazRvravs, Tu ra problemebi aRiZvreba
35
momxmareblis TvalsazrisiT maT mier am saqmianobis Sesrulebisas.
iaponurma saavtomobilo kompaniebma amerikul bazarze masiuri gasvlis
win Tavisi mkvlevarebi gaagzavnes xangrZlivi droiT amerikul ojaxebSi
sacxovreblad am qveyanaSi maTi avtomobilebis gamoyenebaze
dakvirvebisTvis.
fxvnilebi _ dabalefeqturia;
fxvnilebis xarisxi _ ar aris maTi fasis adekvaturi;
fxvnilebi _ Zalian aSroben xelis kans;
Zalian bevri fxvnilia saWiro _ recxvisas;
fxvniliT recxvis Semdeg tansacmlis ferebi xundeba.
dakvirvebis da eqsperimentis meTodebs aseve SeuZliaT
momxmarebelTa problemebis gamovlena..
36
dakvirvebis meTodi gamoiyeneba gamokiTxvis monacemebis
arasakmarisi sizustisas (respodentebis mier Sefasebebis awevis an
dawevisas), aseve _ rodesac dakvirveba aris gamokiTxvaze iafi
(avtomaturi mricxvelebi, Strix-kodebis skanerebi). zogjer dakvirveba
aris ufro mosaxerxebeli an erTaderTi SesaZlo meTodi, mag, kvebis
produqtebis an patarebisTvis wamlebis SerCevisas. dakvirvebis Sedegebis
aRwera SesaZlebelia dRiurebis, videogadaRebebis, fotogadaRebebis
Tanamimdevruli seriebis daxmarebiT.
37
aviRoT magaliTad iseTi produqti, rogoricaa rZe.
momxmarebelTa umravlesobisTvis rZe _ pirveladi saWiroebis produqtia.
gemos mixedviT sxvadasxva markis rZe praqtikulad ar gansxvavdeba
erTmaneTisgan. erTi konkretuli mwarmoeblisTvis metismetad rTuli
iqneba momxmarebelTa darwmuneba misi rZis upiratesobaSi konkurentis
rZesTan SedarebiT. amitom rZis mwarmoeblebma gaaerTianes Tavisi
resursebi da milionobiT dolari Cades reklamaSi _ “dalieT Tqven
rZe ?”, romelic gamiznuli iyo saerTo problebis gasaaqtiureblad da
Seqmnes am produqtze saerTo moTxovna.
38
gasaaqtiureblad gansakuTrebiT efeqturia SedarebiTi reklama, romelic
momxmareblebs awvdis informacias konkretuli markis upiratesobaTa
Sesaxeb maT konkurentebTan mimarTebaSi.
39
ganvixiloT konkretuli situacia, rodesac momxmarebels saxlSi
aqvs 10 wlis win nayidi televizori. miuxedavd imisa, rom mas hqonda
informacia plazmuri televizorebis arsebobis Sesaxeb, ar enaxa igi
iqamde, sanam ar estumra megobars, romelsac axali SeZenili hqonda igi.
mis gaocebas sazRvari ar hqonda, rodesac TvalnaTliv daafiqsira
plazmuri televizoris gamosaxulebis xarisxis upiratesoba Tavis
televizorTan SedarebiT. am faqtma SesaZloa Secvalos momxmareblis
aRqma televizoris gamosaxulebis xarisxis mimarT, Tumca moTxovnilebis
Secnoba SeiZleba moxdes im SemTxvevaSic, Tu mas arasodes unaxavs
plazmuri televizori, magaliTad, Tu misi sakuTari uimedod gamovida
mwyobridan.
40
sxva saSualebebs, rogoricaa _ produqtis demonstracia gayidvis
wertilSi, ufaso nimuSebi, fasdaklebebi da a.S.
41
meore magaliTi imisa, Tu rogor cdiloben kompaniebi gavlena
moaxdinon moTxovnilebis Secnobaze: bevrma mSobelma SeiZleba ar
icodes, rom kbilebze nadebi SeiZleba gauCndes patara bavSvsac ki, ris
gamoc mSoblebi arasworad aRiqvamen bavSvis realur mdgomareobas,
rogorc sasurvels, vidre is sinamdvileSia. reklamam xeli unda Seuwyos
imis gacnobierebas, rom realuri mdgomareoba gansxvavebulia
sasurvelisgan da moaxdinos moTxovnilebis aRiarebis stimulireba.
43
virusebi aRmoCnda kompiuterTa 80%_Si. kvlevaSi monawile erTma
respodentma ki aRmoaCina, rom mis kompiuterSi iyo 1000_ze meti aseTi
Spionuri programebi! unda vivaraudoT, rom am kvlevis monawileTa didi
umravlesoba Seicvlida Tavis warmodgenas sakuTari kompiuteris
mdgomareobaze da Sedegad, aucileblad gaacnobierebdnen konkretul
sasurvel moTxovnilebas.
***
ararealizebuli SesaZleblobebi
45
sxvebi Tvlian, rom mizezi situaciaSia. brendi Creative
popularuli iyo im adamianebSi, romlebic Wkuas kargavdnen
kompiuterebze, romelTaTvisac Zalian mniSvnelovani iyo grafikis da
xmovanebis xarisxi, riTac uzrunvelyofili iyo maTi kompiuterebi. mp3
ki aRiqmeboda, rogorc ufro samomxmareblo kategoriis saqoneli. am
adamianebisTvis aucilebeli iyo saqonlis sxvagvarad pozicionireba.
46
ar aris aucilebeli (maT Soris iseTi ZviradRirebuli saqonlis yidis
drosac, rogoricaa aveji, avtomobili, msxvili sayofacxovrebo teqnika
da a.S). Tu Sida Ziebis es informacia arasakmarisia, iwyeba gare Zieba _
momxmarebeli koncentracias axdens problemasTan dakavSirebul gare
stimulebze.
moTxovnlebis Secnoba
Sida Zieba
gare Zieba
SeZena
47
informaciis gamoyenebis saWiroeba didi xnis ganmavlobaSi ar damdgara
dRis wesrigSi.
48
codnas, romelic aucilebelia gaazrebuli da produqtiuli Ziebis
gansaxorcieleblad, amitom maTi saZiebo Zalisxmeva ufro masStaburi
iqneba, vidre naklebad informirebuli momxmareblebisa.
sainformacio wyaroebi
49
momxmareblebs ainteresebT im adamianTa azri, romlebsac isini
miiCneven kompetenturebad konkretuli sasaqonlo kategoriis SefasebaSi
(eqspertebi, e.w. azris liderebi). erT-erTi kvlevis SedegebiT, yvelaze
aqtualuri Tema, romlis Sesaxebac ainteresebT momxmareblebs azris
liderebis damokidebuleba, aRmoCnda janmrTeloba (~70 %).
50
interesmoklebuli ar aris is statistikuri faqtebi, romlebic
adastureben internetis SemoWris masStabebs adamianTa yofierebaSi:
51
aramimzidvelia. isini mausiT aklikeben mxolod im miTiTebebs, romelTa
saTaurebic ufro saintereso, STambeWdavi da Ziebis miznebis Sesatyvisia.
52
3. Ziebis Tanamimdevruloba;
Ziebis masStabi anu misi moculoba xasiaTdeba ganxiluli
markebis, maRaziebis, atributebis, sainformacio wyaroebis raodenobiT
da Ziebaze daxarjuli drois sididiT. maTi dadgena SesaZlebelia Semdeg
kiTxvebze pasuxebiT:
ricxvi
53
informaciis sxva wyaroebis ignorirebulia, Tumca maRaziebis ricxvi
SeiZleba iyos sxvadasxva. Zieba problemis SezRuduli gadaWris
procesSi moiazreba am or ukiduresobas Soris.
54
xSirad yidvis Sesaxeb gadawyvetilebis miReba xdeba uSualod
savaWro wertilSi. kvlevebis Sedegad dadgenilia, rom sasursaTo
produqtis SeZenis gadawyvetilebebis 2/3 miiReba uSualod maRaziaSi.
amdenad, maRaziis Sida informacias didi mniSvneloba aqvs momxmareblis
mier gadawyvetilebis miRebaSi. kompiuterulma teqnologiebma mkveTrad
gazardes displeebis gamoyeneba gayidvis adgilebSi. kompaniebma _
,,Revlon” da ,,Estee Lauder” Tavis maRaziebSi daayenes kompiuteruli
displeebi mas Semdeg, rac aRmoaCines, rom momxmareblebis mier dasmul
SekiTxvebze savaWro personali yovelTvis ver aZlevda kvalificiur
pasuxs. kompiuteris saSualebiT ki SesaZlebeli iyo amomwuravi pasuxebis
miReba praqtikulad yvela kiTxvaze.
55
gaaCnia. amavdroulad arsebobs ganaTlebis miRebis sxva alternativebic
_ sxvadasxva profesiuli saswavleblebi, romlebic sTavazoben
ganaTlebis miRebas SedarebiT nakleb droSi (1 an 2-wliani saswavlo
programebi). SesaZloa qeTisTvis saintereso aRmoCndes es variantebic.
igi yuradRebiT iwyebs ZiriTadi yidviswinare gadawyvetilebis miRebas:
romeli variantebi unda eZebos man? qeTis aqvs sakmaod didi informacia
adgilobriv universitetze (anu am variantisTvis sakmarisia Sida Ziebac),
xolo misi codna ganaTlebis sxva variantebis Sesaxeb, romlebsac igi
ganixilavs saboloo gadawyvetilebis misaRebad, ar aris aseTive
srulyofili. amitom qeTim unda moaxdinos Ziebis sakuTari nakrebis
formireba. amisaTvis man SeiZleba daxmareba sTxovos Tavis
maswavleblebs, an daiwyos informaciis mokvleva internetiT.
56
onlain-registracia _ 36%;
informacia fakultetebis Sesaxeb _ 15%;
mixedviT?
Ziebis determinantebi
57
situaciuri determinantebi
produqtis determinantebi
58
rgolebs) informaciis miRebas. Tumca momxmareblebi informaciis
miRebis procesSi SesaZloa daeyrdnon 5 grZnobidan erT-erTs. ukanasknel
wlebSi momxmarebelTa qcevis specialistebma yuradReba gaamaxviles
taqtilur informaciaze, romelic aris “SexebiT” miRebuli informacia.
iseve rogorc sxva saxis informaciebis miRebisas, momxmarebelTa
midrekileba taqtiluri informaciis misaRebad SesaZloa iyos
sxvadasxva. zogierTisTvis metad mniSvnelovania saqonlis xelSi aRebis,
Sexebis, mosinjvis SesaZlebloba misi masalis, wonis, simtkicis da sxva
maxasiaTeblebis Sesafaseblad. sxvebisTvis ki es ar aris imdenad
principuli. internetSi taqtiluri informaciis miRebis SesaZleblobis
SezRudva SesaZloa nawilobriv kompensirebuli iqnes werilobiTi
aRwerilobebis arsebobiT, romelSic Sedis taqtiluri informaciac.
59
sacalo vaWrobis garemoc gavlenas axdens samomxmareblo Ziebis
procesze. sacali vaWrobis konkurirebad punqtebs Soris manZili
gansazRvravs maRaziaTa ricxvs, romlebsac stumrobs momxmarebeli
optimaluri arCevanis gasakeTeblad. rac metia manZili maT Soris, miT
nakleb maRazias moinaxulebs igi.
60
atareben farTo yidviswinare Ziebas: isini floben sakmaris codnas,
raTaA gamoikvlion sainformacio garemo, magram maTi codna ar aris im
donis, rom Tamamad dayrdnon mxolod sakuTar mexsierebas.
61
kompaniebisTvis metad mniSvnelovania im informaciis analizi, Tu
rogor axdenen momxmareblebi yidviswinare sainformacio Ziebas.
62
saintereso savaWro daxlTan. saSualod, savaWro TarosTan gaCerebis
momentidan produqtisTvis gankuTvnil urikaSi misi moTavsebis
momentamde gadis ~12 wami.” kompania Campbell Soup _Si gaacnobieres
momxmarebelTa aseTi midgoma arCevanis gakeTebasTan da am mizniT
kompaniam gaafarTova Tavisi sasaqonlo xazi imgvarad, rom maqsimalurad
gaemartivebinaT momxmareblebisTvis Tavisi supebis Zieba.
63
ramdenadac Ziebis msvlelobas SeuZlia yidvis procesis
inicireba, kompaniebisTvis mniSvnelovanis sxvadasxva saZiebo moqmedebebsa
da konkretuli savaWro markis SeZenas Soris urTierTkavSiris dadgena,
anu sxvadasxva saZiebo qmedebebis sixSiris da xasiaTis SeswavlasTan
erTad, kompaniebma unda SeZlon momxmareblis arCevanze TiToeuli
saZiebo qmedebis gavlenis meqanizmis dadgena.
64
yidvis Sesaxeb gadawyvetilebis variantebis
SerCeva da Sefaseba
SefasebiTi kriteriumebi
65
TiToeuli CvenTagani aRmoCenila situaciaSi, rodesac produqtis
arCevani mTlianad damokidebuli iyo mis fasze. miuxedavad amisa,
sxvadasxva momxmareblisTvis da produqtisTvis fasis mniSvneloba
araerTnairia. amdenad, fasisadmi momxmareblis mgrZnobeloba xSirad
gamoiyeneba, rogorc bazris segmentaciis erT-erTi maCvenebeli.
momxmarebelTa umravlesoba eZebs SesaZlo dabali fasis saqonels an
fasis da xarisxis saukeTeso Sefardebas.
67
momxmarebelTa daintereseba yidvis gadawyvetilebiT gavlenas
axdens yidviswinare variantebis analizisas gamoyenebuli kriteriumebis
ricxvze. rac maRalia daintereseba, miT metia kriteriumebis ricxvi.
68
ZviradRirebul halstuxs j. armanis modelis CaTvliT (fasi_70$).
gamokiTxvis monawileebs SeeZloT maTi daTvaliereba, xeliT mosinjva,
moWmuWvna iarliyze daxedvis gareSe. 82 gamokiTxulidan mxolod erTma
adamianma SeZlo yvela 9 halstuxis identificireba da . . . isic maleve
gamotyda, rom ubralod gamoicno.
69
mxareebiT. aviRoT, magaliTad, mSrali sauzmeebi. mwarmoeblebi
iTvaliswineben ra momxmarebelTa survilebs janmrTeli sakvebis
SeZenasTan dakavSirebiT, amcireben cximis da marilis raodenobas
produqtebSi da miuxedavad imisa, rom modificirebuli produqti
momgebiania kvebiTi Rirebulebis TvalsazrisiT, mas ar SeuZlia gemos
deficitis Sevseba. bazris kvlevis Sedegebis mixedviT _ ,,momxmareblebs
ar surT mSrali sauzmis gemo msxverplad Sewiron Tundac sakuTari
janmrTelobis interesebs”.
leqsikografia
cxr. 1
70
maCvenebeli maCveneblis marka marka marka marka
reitingi
Aa b Ag Ad
gemo 1 (saukeTeso) 1 1 2 1
kaloriuloba 3 (kargi) 3 3 4 1
SefuTva 4 (damakmayofil) 4 3 1 1
aspeqtebis gamoricxva
71
cxr. 1_is monacemebis mixedviT davuSvaT, rom momxmareblisTvis
gemos da fasis minimalurad misaRebi Sefasebebi iyo 1 (saukeTeso) da 2
(Zalian kargi). isev SeirCeva a marka, magram Tu gemos maCveneblisTvis
gamoricxva iyo 2 (Zalian kargi) _ze dabla, xolo fasisTvis ki aweuli
iqna Sefasebamde _ 1 (saukeTeso), maSin SeirCeva g marka.
Sereuli tipi
72
sxvagvarad dgas sakiTxi gadawyvetilebis kompensaciuri wesis
SemTxvevaSi. es strategia iZleva produqtis naklovanebebis anazRaurebis
saSualebas misi RirsebebiT.
Rb = ∑ Ri b
i=1
cxr. 2
73
maCvenebeli marka marka marka marka
Aa Ab Ag Ad
gemo 1 1 2 1
fasi 2 3 1 4
kaloriuloba 3 3 4 1
SefuTva 4 3 1 1
jamuri Sefaseba 10 10 8 7
Sewonili Sekreba
Rb = ∑ Wi Rib
i=1
cxr. 3
74
maCvenebeli marka marka marka marka kriteriumis
a Ab Ag Ad wona
gemo 1 1 2 1 40
fasi 2 3 1 4 30
kaloriuloba 3 3 4 1 20
SefuTva 4 3 1 1 10
mniSvneloba marketingisTvis
75
xarisxze – kerZod. aseTi midgoma gviCvenebs, Tu rogor qmedebebs unda
veridoT, raTa ar SevcvaloT samomxmareblo gadawyvetilebis wesi, anu
arCevani.
76
samomxmareblo gadawyvetilebis wesebis cvlileba
marketologisTvis kidev erTi qmediTi meqanizmia momxmareblis arCevanze
gavlenis mosaxdenad. zogjer es SeiZleba iyos Sefasebis mTavari
kriteriumis fardobiTi mniSvnelobis Secvla. magaliTad,
leqsikografiuli wesis SemTxvevaSi g markis damamzadebeli unda
dafiqrdes _ rogor Secvalos gemos da fasis maCveneblebis fardobiTi
mniSvneloba. im SemTxvevaSi, Tu yvelaze mniSvnelovani maCvenebeli iqneba
fasi, maSin, leqsikografiuli wesis Sesabamisad, arCevani gakeTdeba A g
markaze. yvelaze mniSvnelovan Tvisebad gemos aRiarebis situaciaSi am
wesis gamoyenebis Sedegi ki iqneba _ a markis arCeva.
77
am gadawyvetilebaTa miRebaze gavlenas axdenen sxvadasxva
faqtorebi, rogoricaa stimulirebis RonisZiebebi gayidvis adgilze,
maRaziis garemo, momsaxurebis done, fasebi da sxv. momxmareblebma,
Tavis mxriv, unda Seafason yvela faqtori da miiRon optimaluri
gadawyvetileba ara mxolod saqonlis da markis SeZenasTan dakavSirebiT,
aramed misi SeZenis formebisa da adgilis SerCevis gaTvaliswinebiT.
erTi variantis SerCeva yovelTvis ar niSnavs dauyovnebel yidvas
_ momxmarebels aqvs SesaZlebloba nebismier situaciaSi Sewyvitos
yidvis gadawyvetilebis miRebis procesi. misi xelisSemSleli faqtorebi
SeiZleba aRmoCndes:
78
brendisa da maRaziisadmi loialurobis misaRwevad kompaniebi
aqtiurad iyeneben reklamas da stimulirebis sxvadasxva saSualebebs,
romlebic ubiZgeben momxmareblebs SeZenis dagegmvisken. kvlevebi
gviCveneben, rom mkafiod dagegmili SeZena zogjer warmoadgens
momxmarebelTa Cabmis maRali xarisxis da problemis gafarToebuli
gadawyvetis Sedegs (mag, avtomobilis yidva) _ myidvelma konkretulad
icis ra unda da yidulobs zustad im produqts, romelic mTlianad
akmayofilebs mis moTxovnebs.
79
daugegmavi SeZena
80
xandazmuli momxmareblebic, romelTac naklebad aqvT saxlidan
gamosvlis SesaZlebloba, invalidebi da mosaxleobis sxva specifikuri
jgufebi.
gamoyofen pirdapiri marketingis 6 meTods:
1. pirdapiri gayidvebi;
2. sareklamo masalebis fostiT gagzavna;
3. katalogebis gagzavna;
4. telemarketingi;
5. reklama, romelic gaTvlilia pirdapir gamoxmaurebebze;
6. interaqtiuli eleqtronuli saSualebebi (interneti);
pirdapiri marketingi Tavis yvela gamovlinebebSi gulisxmobs
pirdapir kontaqtebs momxmarebelTan.
pirdapiri marketingis gansakuTrebul upiratesobebs
warmoadgens:
kargad gansazRvruli segmentebis gamokveTis efeqturoba;
interaqtiuloba, momxmareblis mozidvis SesaZlebloba;
Sedegebis gazomvis siiole momxmarebelTa gamoxmaurebis
terminebSi;
momxmarebelTa konkretul segmentebTan adaptirebuli sareklamo
mimarTvebis SemuSaveba;
kreatiuli strategiebis SemuSavebis SesaZlebloba bazris
miznobrivi segmentebis moxmarebis struqturis da cxovrebis
wesis gaTvaliswinebiT.
81
igi xasiaTdeba Sinaarsis xarisxiT, gamoyenebis simartiviT, popularobiT
da grafikuli gaformebiT.
myidvelTa maxasiaTeblebia:
Sopingis motivacia;
yidviTi orientacia;
riskis aRqma;
momxmarebelTa qcevis specialistebisTvis erT-erTi aqtualuri
kiTxvaa: “ratom dadian adamianebi sayidlebze?” yvelaze cxadi pasuxi am
kiTxvaze aris: “raimes SesaZenad”. magram aRmoCnda, rom SopingisTvis
arsebobs uamravi piradi da socialuri motivi. zogierTebisTvis Sopingi
aris erTferovnebis, mowyenilobis, depresiisgan Tavis daRwevis,
82
fantaziebis xorcSesxmis Zalze efeqturi SesaZlebloba, sxvebi ki
Sopings uyureben, rogorc sports.
83
saxlis gareTa socialuri kontaqtebi _ bevri adamiani, romlebic
SezRudulni arian urTierTobis SesaZleblobebiT saxlSi da
samsaxurSi, maRaziebSi dadian urTierTobis gafarToebis da
socialuri kontaqtebis sarealizaciod. megobrebTan an
mezoblebTan erTad maRaziebSi siaruli aris erT-erTi mizezi
socialuri kontaqtebisTvis.
komunikaciebi saerTo interesebis mqone adamianebTan _
kompiuterebis, radio- da eleqtronuli komponentebis, specialuri
literaturis da sportuli inventarebis maRaziebi warmoadgenen
msgavsi interesebis mqone adamianTa Sexvedrebis, erTmaneTSi da
savaWro personals Soris informaciebis gacvlis SesaZleblobis
adgils.
referentuli jgufebis* mimzidveloba _ konkretuli maRaziebis
(audioCanawerebis, elituri, safirmo) monaxuleba axdens
momxmarebelTa swrafvis realizebas _ ekuTvnodnen konkretul
referentul jgufs (rok-jgufebis fanatebis, sazogadoebis
elitis, safirmo saqonlis momxmareblebis Sesabamisad).
statusi da avtoriteti – Sopingi saSulebas aZlevs adamians
miipyros gamyidvelis yuradReba da gamoiwvios misadmi pativiscema,
moemsaxuron mas potenciuri myidvelis statusiT damoukideblad
yidvis faqtisa. situacia ,,batoni_mosamsaxure” maRaziaSi zrdis
zogierTi momxmareblis TviTSefasebas, gansakuTrebiT iseTi
adamianebisTvis, romelTac akliaT aseTi situaciebi yoveldRiur
cxovrebaSi.
vaWrobisgan miRebuli siamovneba _ zogierTi myidveli
siamovnebas iRebs gamyidvelTan vaWrobisas (aseTi situaciebi
gansakuTrebiT xSiria aRmosavlur bazrebSi) da amayobs brZnuli
nayidobis gakeTebis unariT.
84
yidvis wyaros SerCeva umeteswilad ganisazRvreba maRaziebSi
mogzauris _ Soperis myidvelobiTi orientaciiT.
85
gamocdilebasa da mis cxovrebis stilze, amitom igi iTvleba ara
mxolod produqtis, aramed myidvelis maxasiaTebladac.
86
gadaxdili Tanxa. satelefono servisi da dakmayofilebis garantia
kmayofili momxmareblebis piriT gadaecema potenciur momxmareblebs.
87
9. maRaziis klientura;
10. sareklamo masalebi gayidvis adgilebSi;
11. samomxmareblo logistika;
1. maRaziis imiji
88
maRaziis zoma gamoisaxeba kvadratul metrebSi. cxadia, rom
yoveldRiuri moTxovnis saqonlis Ziebisas momxmarebeli naklebad aris
ganwyobili didi Zalisxmevis dasaxarjad, magram kompiuterebis,
ganaTlebis momsaxurebis an gamosasvleli tansacmlis SesaZenad
momxmarebeli mzad aris yvelaferi iRonos.
4. fasi
89
fasebi saqonelze, magram aseTi qmedebiTac ki ver moaxerxa Tavisi
momxmareblis dabruneba. samwuxarod, Sears-is menejmentma ver
gaacnobiera, rom “yvelaze dabali fasebis” politikasTan erTad,
Val - Mart –s SeeZlo datrabaxeba “adamianuri resursebis marTvis”
politikiTac. swored misi wyalobiT SeZlo man momxmarebelTa
momsaxurebis sakuTari sistemis (momxmarebelTan, rogorc Zvirfas
stumarTan urTierToba) da iseTi logistikuri struqturebis
organizeba, romlebic axdenen saqonlis maragis stabilur SeTavazebas
momxmareblebisTvis nebismier maTTvis misaReb momentSi.
90
1. momxmareblebi yiduloben met produqts damatebiTi maragis
Sesaqmnelad;
2. konkurirebadi markebis momxmareblebi gadaerTvebian im markaze,
romlis fasic daweulia;
3. momxmareblebi, romlebic adre ar yidulobdnen konkretul
produqts, axla yiduloben mas, rogorc xelsayrel SenaZens;
4. isini, vinc ar yofilan adre maRaziaSi, midian iq fasdaklebis
motivaciiT da yiduloben saqonels.
informacia axali da Zveli fasis, aseve ekonomiis sididis Sesaxeb
exmareba myidvels yidvis sargebelis SefasebaSi.
5. reklama da winwaweva
91
saimijo reklamaSi gamoiyeneba vizualuri komponentebi da
sityvebi, romlebic exmarebian momxmareblebs sakuTari molodinis
formirebaSi mocemul maRaziaSi stumrobasTan dakavSirebiT da im faqtis
gacnobierebaSi, Tu ra kategoriis momxmareblebis gemovnebas
akmayofilebs es maRazia.
6. savaWro personali
92
urTierTobaSi aris maTi ostatobis done da motivacia. am
maxasiaTeblebis srulyofa SesaZlebelia damatebiTi swavlebis da
gamocdilebis miRebis gziT, aseve korporaciuli kulturis gaTavisebis
Sedegad. es niSnavs, rom warmatebul gayidvebs ganapirobebs 2 faqtori:
93
7. maRaziis mier SeTavazebuli servisi da maRaziisSida
faqtorebi
94
sacalo sivrcis dizainis fizikur maxasiaTeblebs, romlebic
orientirebulia gayidvaTa moculobis zrdaze, ewodeba
maRaziis atmosfero. maRaziis atmosfero exmareba momxmarebels saWiro
mimarTulebiT yuradRebis koncentrirebaSi, aseve maRaziis xasiaTis da
imijis SefasebaSi. maRaziis atmosferos SeuZlia gamoiwvios
momxmareblebSi garkveuli emociuri reaqcia, magaliTad, sixaruli an
amaRlebuli grZnobebi. es SegrZnebebi pirdapir kavSirSia momxmareblis
mier maRaziaSi gaCerebis drosa da mis mier daxarjul fulze.
95
momsaxurebis sferos organizaciebSi _ bankebSi, restornebSi,
saavadmyofoebSi, TeatrebSi da a.S. _ atmosferos gansakuTrebuli
mniSvneloba aqvs momxmareblebisTvis.
8. produqtis deficiti
I _ yidviTi qceva :
II _ verbaluri qceva :
96
III _ damokidebulebis Secvla :
9. maRaziis klientura
97
10. sareklamo masalebi gayidvis adgilebSi
98
E _ theater (eleqtronuli Teatri)
D – POP
99
`gancxadebebis~ ganTavseba xdeba kompaniis Stab-binidan internetis
saSualebiT.
100
11. samomxmareblo logistika
101
kodiT misi skanerze gatareba, fasis gageba da saqonlis SeZenis Sesaxeb
gadawyvetilebis miReba.
salarosTan lodini _ bevri myidvelisTvis metad negatiuri
emociaa, gansakuTrebiT, Tu isini xedaven Tavisufal salaroebs, sadac
molare ar imyofeba adgilze. Tuki maRaziis menejerebi SesTavazeben
momxmarebelebs yuradRebis gadatanis sxvadasxva SesaZleblobebs _ mag,
rigSi lodinisas Jurnal-gazeTebis wakiTxvas, an daixmaren damatebiT
molareebs _ am maRaziaSi momxmareblis mier ganmeorebiTi yidvis
albaToba mniSvnelovnad gaizrdeba.
momxmarebelTa resursebi
102
mniSvnelovania agreTve mosaxleobis SeZlebuli da gaWirvebuli
fenebis myidvelobiTi struqturis gansazRvra. miCneulia, rom SeZlebuli
mosaxleobis 20 % daaxloebiT 5-jer met fuls xarjavs samomxmareblo
saWiroebebisTvis, vidre mosaxleobis naklebad uzrunvelyofili nawili.
marketologma SeiZleba airCios romelime konkretuli segmenti
misi Semosavlis donis gaTvaliswinebiT.
droiTi resursebi
103
socialuri da moraluri valdebulebebis Sesrulebis dro. Semosavlebis
matebasTan erTad izrdeba fizikuri da socialuri valdebulebebi.
samuSao dasveneba
SesrulebisTvis
105
kognituri resursebi
106
momxmareblis yuradRebis mozidva _ erT-erTi yvelaze
rTuli marketinguli amocanaa. yoveldRiurad isini ganicdian asobiT
sareklamo mimarTvebis zemoqmedebas sxvadasxva media-saSualebebiT da
internetiT, amitom Zalze rTulia dRevandel realobaSi momxmareblis
yuradRebis mozidva im xarisxiT, rac aucilebelia yidvis procesis
gaaqtiurebisTvis.
yuradReba, romelsac momxmarebeli uTmobs konkretul produqts,
damokidebulia iseT faqtorebze, rogoricaa: daintereseba, situacia,
individis piradi da sxva maxasiaTeblebi, romlebic, Tavis mxriv,
icvlebian sabazro segmentebis gaTvaliswinebiT. magaliTad, adamianTa
erT jgufs SeuZlia daxarjos Tavisi SemecnebiTi resursebis didi
nawili supermarketSi romelime produqtis Seswavlaze; meore nawili
interesiT waikiTxavs saqonlis etiketze ganTavsebul informacias,
sadac miTiTebulia cnobebi masSi qolesterinis, cximebis, kaloriebis
da sxva nivTierebaTa Semcvelobis Sesaxeb; sxvebi ki yuradRebas
miaqceven instruqcias produqtis momzadebis Sesaxeb.
aqedan gamomdinare, yvela kompaniam udidesi yuradReba unda
miaqcios momxmarebelTa kognitur resursebze zemoqmedebis efeqturi
instrumentebis Seqmnas. es procesi mimarTuli unda iyos iqiTken, rom
momxmarebels Camouyalibdes sasurveli warmodgena kompaniis
saqmianobis, misi produqciis da momxmareblebTan keTilsasurveli
urTierTdamokidebulebis Sesaxeb.
da bolos, unda aRvniSnoT, rom mizezebi, romelTa
gaTvaliswinebiTac adamianebi xarjaven dros, fuls da yuradRebas
saqonelsa da momsaxurebaze, mniSvnelovanwilad aris damokidebuli
maT pirad, individualur maxasiaTeblebze.
107
farTo gagebiT, imk _ es aris sxvadasxva komunikaciuri
saSualebebis gaerTianeba miznobriv auditoriaze ufro efeqturi
zemoqmedebis mizniT, romlebic imarTeba monacemTa bazis safuZvelze,
aqvs teqnikuri mxardaWera da xels uwyobs brendis Camoyalibebas.
108
XXI saukuneSi televizia, radio, beWdviTi gamocemebi Zveleburad
rCebian reklamis media-saSualebebad, magram internetis da cifruli
televiziis ganviTareba did SesaZleblobebs uqmnis kompaniebs
individualuri momxmareblis SesarCevad da masze Sesabamisi sareklamo
kampaniis Casatareblad. mZlavri kompaniebi, rogoricaa, mag, UUnilever,
axdenen interaqtiuli strategiebis SemuSavebas iseT firmebTan
TanamSromlobiT, romlebic specializirdebian uaxles teqnologiebze,
mag, Microsoft.
samarko saitebis erT-erTi saintereso sargebelia _
kompaniebisTvis sakuTar momxmareblebze meti informaciis gagebis
SesaZlebloba, rac exmareba maT markis saboloo srulyofaSi
momxmarebelTa saWiroebebis da survilebis Sesabamisad. kompaniebi
msiflios sxvadasxva kuTxeSi aqtiurad xsnian interaqtiul centrebs,
raTa akontrolon bazris koniunqtura da uzrunvelyon farTo arCevani
onlain-momxmareblebisTvis.
109
mwarmoebelma unda gaiTvaliswinos produqtis gamoyenebis yvela
SesaZlo variantebi, raTa uzrunvelyos gayidvaTa ufro meti moculoba,
momxmareblis dakmayofilebis maRali xarisxi da misi usafrTxoeba.
110
gansxvavebiT, vinc TamaSobs epizodurad, SemTxvevidan SemTxvevamde,
Tavgamodebuli moTamaSeebi igeben naklebs, maTTvis damaxasiaTebelia
boboqari fantaziebi da emociuri arastabiluroba. qcevis motivacias ki
gansazRvravs mZafri SegrZnebebis Ziebis da riskisken swrafvis
dauokebeli survili.
111
ratom eZleva aseTi mniSvneloba momxmareblis dakmayofilebas?
imitom, rom kompania Tavis saqonels yidis momxmarebelTa 2 jgufze _
axal myidvelebsa da Zvel klientebze. Zveli klientis SenarCuneba ufro
prioritetuli amocanaa, vidre axlis mozidva, radganac danaxarjebi
erTguli momxmareblis SenarCunebaze bevrad ufro naklebia, vidre
axlis mozidvaze. amitom yvelaze didi upiratesoba, rasac ki SeiZleba
miaRwios kompaniam _ es aris momxmareblis erTguleba, romelic
yalibdeba misi moTxovnilebebis realuri da mudmivi dakmayofilebis
gziT.
112
saqonlis da misi Seqmnis procesebis xarisxis amaRlebaSi warmoebis
yovel etapze. daaxloebiT 50 welia iaponelebi demingis prizs aniWeben
im kompaniebs, romlebic uSveben umaRlesi xarisxis saqonels. am wlebis
ganmavlobaSi xarisxze kontrolma iaponia gadaaqcia samSvenisebis
mwarmoeblidan ekonomikur gigantad da Semdgom igive gza gaiares
amerikulma da evropulma kompaniebmac. Sedegad ki miviReT msoflio
revolucia, romelic Tavs iCens mewarmeobis yovel aspeqtSi.
113
Zalian bevr kvlevebSi aris moyvanili ,,Toyota Motors” kompaniis
magaliTi, romelic gaxda bazris lideri, xelmZRvanelobda ra ,,mudmivi
srulyofis” deviziT. specialistebi xazs usvamen produqciis da
klientTa momsaxurebis xarisxis gaumjobesebaze kompaniis srul
mzadyofnas. es kompania erTdroulad axdens Tavisi mmarTvelobiTi
aparatis gardaqmnas, srulyofs isedac TiTqmis idealur sawarmoo
process, gegmavs globalur strategias XXI saukuneSi, amaRlebs
korporatiul kulturas da miiswrafvis gaxdes dargis (saavtomobilo
dizaini) lideri.
114
gazviadebas! myidvelma SeiZleba namdvilad daijeros micemuli dapireba
da maSin mas mouwevs pasuxismgeblobis aReba aseTi SelamazebisTvis.
115
Tu kmayofili myidveli saqonlis Sesaxeb sakuTar dadebiT
Sexedulebas uziarebs saSualod 3 nacnobs, ukmayofilo ki uaryofiT
emociebs _ daaxloebiT 11-s. erT-erTi gamokvlevis Sedegad daadgines,
rom ukmayofilo myidvelTa 13% Tavisi samwuxaro gamocdilebis Sesaxeb
uambobs 20-ze met adamians. ukmayofilo klientebs ZaluZT Zalian
swrafad Searyion kompaniis da maTi saqonlis saukeTeso imiji.
116
qmedebebiT unda Seamciros kognituri disonansi. kompania ,,Toyota”-s
warmomadgenlebi weren Ria baraTebs, telefoniT urekaven im
momxmareblebs, romlebmac SeiZines kompaniis avtomobili da ulocaven
maT mflobelebs SenaZens im faqtis xazgasmiT, rom maT gaakeTes swori
arCevani. garda amisa, kompania uSvebs sareklamo furclebs axal
avtomobilTa kmayofili mflobelebis gamosaxulebiT Semdegi teqstis
TanxlebiT: ,,me momwons is, rasac Sen akeTeb CemTvis, Toyota!”. kompania
aseve agrovebs da analizs ukeTebs momxmarebelTa winadadebebs da
beWdavs servisul momsaxurebaTa centrebis misamarTebs.
117
sadac mocemulia informacia gayidvebis, avtomobilebis xarisxis da
servisis Sefasebis Sesaxeb. gazrdili saerTaSoriso da adgilobrivi
konkurenciis wnexis qveS ,,Ford” iZulebuli iyo moklevadiani gayidvebis
nacvlad koncentrireba moexdina momxmareblis dakmayofilebaze.
yvela myidveli
kmayofili
myidvelebi
ganmeorebiTi
myidvelebi
erTguli
myidvelebi
118
SenaZeniT daukmayofilebeli myidvelebis nawili aseve SeiZleba
gaxdnen ganmeorebiTi myidvelebi sxva alternetivaTa Ziebis sirTulis
(realuri an maT mier aRqmadi) mizeziT, magram, ganmeorebiTi SenaZenis
gakeTebis SemTxvevaSic ki ukmayofilo myidvelebi warmoadgenen
saSiSroebas kompaniisTvis maT mier negatiuri informaciis gavrcelebis
albaTobis riskiT.
119
saqonlis utilizacia da misi variantebi
1. sruli mocileba;
2. gadamuSaveba;
3. xelmeore realizacia alternatiul bazarze (remarketingi);
sruli mocileba
120
gamoyenebuli saqoneli
121
gadamuSaveba
122
iwvevs gamoyenebuli sagnebis Cabarebis survilis stimulirebas misi
xelaxali gadamuSavebisTvis.
123
momxmarebelTa produqtisgan gaTavisuflebis problemebiT
marketologebis dainteresebis erT-erT mizezs warmoadgens am problemis
dakavSireba yidvis Sesaxeb momxmareblis gadawyvetilebasTan.
124
Seiqmnen firmebisTvis sxvadasxva saWiroebis dasakmayofileblad,
rogoricaa, magaliTad, moZvelebuli inventaris mocileba.
125
argumentebs da irib miniSnebebsac SesaZloa gaaCndeT Tanabari
zemoqmedebis Zala.
126
aqtualizaciis
aqtualizaciis
SesaZlebloba
motivacia
aqtualizaciis
done
maRali dabali
darwmunebis darwmunebis
pirdapiri gza iribi gza
arwmunebT arwmunebT
iribi
argumentebi
argumentebi
127
reklamis efeqturoba damokidebulia wyaroze im SemTxvevebSic,
roca saqonlis reklamas akeTebs ara is, visac misi yidva surs, aramed
adamiani, romelic ubralod waradgens savaWro markas. kino- da rok-
varskvlavebi, cnobili sportsmenebi, eqimebi, maswavleblebi da a.S.
amaRleben sareklamo mimarTvebisadmi momxmarebelTa ndobas, Tumca maTi
monawileoba reklamis warmatebas ganapirobebs mxolod im SemTxvevebSi,
rodesac maTi pirovnuli maxasiaTeblebi garkveul SesabamisobaSi arian
reklamirebul saqonelTan, winaaRmdeg SemTxvevaSi kazusi gardauvalia.
magaliTad, rodesac xorcis mwarmoebelma sawarmoebma daiwyes sareklamo
kampania Zroxis xorcze moTxovnilebis gazrdis mizniT, reklamaSi
monawile cnobili adamianebi amtkicebdnen, rom `xorci_es aris namdvili
adamianebis namdvili sakvebi”. am sareklamo kampaniis erT-erTi monawile
iyo kinomsaxiobi sibil Separdi. advili warmosadgenia is uxerxuloba,
romelic gamoiwvia im faqtis garkvevam, rom sibili aRmoCnda
Tavgamodebuli vegetarianeli.
argumentebis damajerebloba
128
saqonlis umniSvnelo an naklebsaintereso Tvisebebze, arian uadgiloni.
kvlevebma aCvenes, rom sareklamo mtkicebulebebis Sesatyvisoba
warmoadgens momxmareblis darwmunebis da mis mier axali saqonlis
SeZenis gansazRvrul parameters.
-----------------------------
129
verificirebadi mtkicebulebebi, romlebic Semowmebas
eqvemdebarebian mxolod gamocdis gziT _ arian is argumentebi, romelTa
sruli Sefaseba SesaZlebelia mxolod saqonlis gamoyenebis Semdeg;
argumentebis raodenoba
130
momxmarebeli pirdapir aRiqvams reklamas da gulmodgined amuSavebs
miRebul informacias, maSin umniSvnelo wvrilmanis damateba ar aris
sakmarisi. Tumca Tu momxmarebeli airCevs irib gzas, maSin damatebiTi
mtkicebulebebi aRiqmebian irib miniSnebebad. Sesabamisad, aseT
SemTxvevebSi argumentebis ricxvis gazrda aZlierebs sareklamo
mimarTvis damajereblobas _ miuxedavad imisa, rom es damatebiTi
mtkicebulebebi, rogorc wesi, ar Seicaven raime arsebiT informacias.
ormxrivi reklama
SedarebiTi reklama
131
reklamis emociuri zemoqmedeba
132
ar unda daviviwyoT TviT produqtisa da misi Tvisebebis mimarT
momxmareblis damokidebulebis Sesaxeb.
133
xarisxSi da es savaWro marka gaxda yvelaze popularuli Tavis
sasaqonlo kategoriaSi.
gaformebis efeqti
a) pozitiur gavlenas;
b) negatiur gavlenas;
g) aranair gavlenas;
134
mimarTvis mTliani Sefaseba masTan pirvelive kontaqtis dros.
magaliTad, informaciulad datvirTulma telereklamam SesaZloa
moiTxovos ramdenime gameoreba _ gansakuTrebiT, Tu momxmarebeli ar
aris motivirebuli yuradRebiT gaaanalizos miwodebuli informacia.
momxmarebelTa maxasiaTeblebi
135
motivacia
136
damuSavebis procesSi. Tu adamiani modunebulia, is ver SeZlebis misken
mimarTuli informaciis gadamuSavebas. amdenad, aseT SemTxvevebSi
aRgznebis garkveuli xarisxi sasurvelic ki aris, Tumca metismet
aRgznebadobas SeuZlia Seamciros misi SemoqmedebiTi unari, romelic
miRebuli informaciis gadamuSavebiskenaa mimarTuli. am mosazrebidan
gamomdinare SeiZleba vivaraudoT, rom zomieri aRgznebis dros
informaciis damuSavebis unari ufro maRalia, vidre aRgznebis Zalian
dabali an Zalian maRali xarisxisas.
137
codna
138
vidre ukve formirebuli damokidebulebebis Secvla. am procesis
sirTules warmoadgens damatebiTi winaaRmdegoba, romelic iqmneba
momxmareblis warmodgenaSi fesvgadgmuli Sexedulebebis arsebobiT.
erTguleba miT ufro Zlieria, rac metad aris igi dakavSirebuli
adamianis cnobierebasTan da sakuTari TviTSefasebis, anu ,,ego”-s
grZnobasTan.
140
mgrZnobiareni arian maT garSemo momxdari yvela procesis mimarT. isini
mzad arian Secvalon Tavisi qceva, raTa ,,aRmoCndnen saWiro adamianebi,
saWiro adgilas da saWiro dros”. adamianebi, romelTac susti aqvT
TviTdamkvidrebis unari, ar arian midrekilni TavianTi qcevis Secvlisken
_ TavianT qmedebebs isini umeteswilad axorcieleben SegrZnebebis
karnaxiT.
141
saWiro momxmarebelze SesamCnevi zemoqmedebis mosaxdenad. produqti,
romelic win miiwevs bazarze Tavisi maRali xarisxis gamo, moiTxovs
sruliad gansxvavebuli saxis reklamas, vidre is, romelic dabali fasis
gamo iwvevs konkurencias.
142
sawarmoTa bazari Tavisi zomebiT ubralod giganturia: mxolod
aSS-Si igi Sedgeba ~ 13 mln. organizaciisgan, romlebic yovelwliurad
axorcieleben trilionobiT dolaris Rirebulebis saqonlis da
momsaxurebis Sesyidvas. faqtiurad, sawarmoTa bazarze samomxmareblo
bazarTan SedarebiT cirkulirebs bevrad meti fuladi masa da erTeuli
saqonlis raodenoba. es dakavSirebulia imasTan, rom momxmareblisTvis
vargisi saqonlis warmoebisTvis aucilebelia udidesi raodenobis
nedleulis, masalebis da makompleqteblebis yidva da gadamuSaveba.
magaliTad, erTi wyvili fexsacmlis warmoebisa da gayidvisTvis saWiroa
ramenime tipis garigeba: tyavis nedleulis gamyidveli yidis maT tyavis
sawarmoze, romelic damuSavebul mza tyavebs yidis fexsacmlis
mwarmoebel fabrikebze, isini mza fexsacmels yidian biTumad
movaWreebze, romlebic Semdgom aZleven maT sacalo movaWreebs, xolo
isini sabolood yidian momxmareblebze.
143
saqonelze moTxovniT. kompania Mercedes yidulobs folads, ramdenadac
igi saWiroa avtomobilebis warmoebaSi. Tu avtomobilebze moTxovna
daecema, aseTive bedi eweva moTxovnas foladze da avtomobilebis
warmoebisTvis aucilebel yvela danarCen saqonelze, amitom sawarmoTa
bazris subieqtebi zogjer reklamas ukeTeben Tavis saqonels uSualod
samomxmareblo bazarze imisaTvis, rom gazardon moTxovna sawarmoTa
bazarze.
144
sawarmoTa bazris maxasiaTeblebi
145
avialainerebs ara TavisTvis, aramed ijariT gadacemis an Semdgomi
gayidvis mizniT. mowyobilobebis lizingis sistemiT SeZenisas moijare
iRebs mTel rig upiratesobebs, rogoricaa _ gamyidvelis axali
saqonlis SeZena, saukeTeso momsaxureba, agreTve zogierTi sagadasaxado
SeRavaTebi.
146
saqonlis da momsaxurebis xarisxis donis SenarCunebas. xSirad isini
sTavazoben ganmeorebiTi SekveTebis avtomaturi sistemis gamoyenebas,
raTa Sesyidvis agentma dro ar daxarjos maT gaformebaze. is
momwodeblebi, romlebic ver moxvdnen siaSi, cdiloben myidvels
SesTavazon raime axali an gamoiyenon maTi ukmayofileba sakuTar
produqciaze yuradRebis miqcevis mizniT.
147
konkretuli situaciisTvis da TiToeuli gadawyvetilebis miRebaze
gavlenas axdenen am procesis sxvadasxva monawileni.
148
5. ,,mekareebi” _ marTaven informaciul process Semsyidveli
centris danarCen wevrebTan. magaliTad, Sesyidvis agentebs xSirad
gaaCniaT uflebamosileba daicvan momxmareblebi an gadawyvetilebis
mimRebi pirebi gayidvis agentebTan Sexvedrebisgan. sxva ,,mekareebi”
SesaZloa iyvnen teqnikuri personali da piradi mdivanic ki.
Semsyidveli komiteti ar warmoadgens organizaciis raime mudmiv
struqturul erTeuls. misi Semadgenlobis formireba xdeba principiT:
komitetis konkretuli wevri pasuxs agebs garkveuli saqonlis
Sesyidvaze.
moqmedi faqtorebi
149
samrewvelo daniSnulebis saqonlis myidvelebze moqmedebs garemo
faqtorebi, aseve organizaciuli, pirovnebaTaSorisi da individualuri
faqtorebi.
garemo faqtorebi
organizaciuli faqtorebi
150
materialur_teqnikuri momaragebis samsaxuris mniSvnelobis
gaZliereba _ Sesyidvebis ganyofilebas xSirad sakmaod dabali
mdgomareoba ukavia marTvis ierarqiaSi imis miuxedavad, rom is xSirad
marTavs sawarmos xarjebis naxevarze mets. Tumca ukanasknel periodSi
rig msxvil korporaciebSi Sesyidvis ganyofilebis xelmZRvanelebs
sul ufro xSirad niSnaven vice-prezidentis Tanamdebobaze.
zogierTma kompaniebma gadawyvites erT mTlianobaSi
gaaerTianon iseTi funqciebis Sesruleba, rogoricaa Sesyidvebi,
maragebiT marTva, warmoebis dagegmva da produqciis gayidva. aseTma
midgomam miiRo strategiuli masalebiT marTvis saxelwodeba.
Sesyidvis ganyofilebis muSakebs bevri kompania sTavazobs ufro
maRal anazRaurebas, raTa miizidon maRalkvalificiuri
specialistebi, amitom gamyidvelma sawarmoebmac aseve unda aamaRlon
Tavisi Sesyidvis agentebis roli, raTa maTi muSaobis xarisxi
Seesatyvisebodes dRevandeli myidvelebis muSaobis xarisxs.
151
romlebic pasuxismgebelni arian Sesyidvebze msxvili nacionaluri
SemkveTebisTvis.
152
potenciuri mimwodeblebi. am meTodis gamoyeneba SeiZleba rogorc
Cveulebrivi, ise gansakuTrebiT rTuli saqonlisTvis.
warmoebis sistema saqonlis zustad dadgenil vadaSi miwodebiT _
ukanasknel wlebSi mTel msoflioSi sawarmoebma daiwyes warmoebis
mTeli rigi inovaciuri koncefciebis gamoyeneba, rogoricaa warmoeba
saqonlis zostad dadgenil vadaSi miwodebiT (JIT–Just–In–Time production).
es niSnavs, rom masalebis da makompleqteblebis miwodeba
klientis qarxanaSi xdeba swored im momentSi, rodesac isini
aucilebelia warmoebisTvis. klientisTvis es xelsayrelia,
ramdenadac am SemTxvevaSi moxsnilia masalebis sawyobSi Senaxvis
aucilebloba. aseTi sistema moiTxovs mimwodeblis da momxmareblis
sawarmoo ciklTa mWidro koordiancias, raTa arc erTi da arc meore
ar inaxavdes TavisTan nedleulis da masalebis did marags.
pirovnebaTaSorisi faqtorebi
153
mimReb pirs, an is, rom SesaZlebelia misi ugulebelyofa. yvelaze
gavleniani adamiani xSirad rCeba SeumCneveli, yovel SemTxvevaSi, savaWro
agentisTvis.”
individualuri faqtorebi
154
organizaciuli myidvelobiTi qcevis modeli
4 mimwodeblis Zieba
aris SesaZlebelia ara
5 winadadebebis SeTavazeba
aris SesaZlebelia ara
6 mimwodeblis arCeva
aris SesaZlebelia ara
7 SekveTis gaformeba
aris SesaZlebelia ara
8 mimwodeblis muSaobis
aris aris aris
efeqturobis Sefaseba
155
a) moTxovnilebis Secnoba
Sesyidvebis ganxorcieleba iwyeba imiT, rom myidveli-sawarmos
erT-erTi TanamSromlis mier xdeba raime problemis an saWiroebis
Secnoba, romlis dakmayofilebac SesaZlebelia saqonlis an momsaxurebis
SeZeniT.
156
dasWirdes aseTi saqonlis inJinrebis, konsultantebis an saboloo
momxmareblebis daxmareba. saWiro gaxdeba maT mier saqonlis iseTi
maxasiaTeblebis mniSvnelobaTa reitingis Sedgena, rogoricaa
saimedooba, xangamZleoba, fasi da sxv.
157
d) miwodebis Zieba
e) winadadebebis SeTavazeba
158
v) mimwodeblis arCeva
159
mimwodebelTa analizis magaliTi
r e i t i n g i
1. fasTa konkurentunarianoba x
2. saqonlis xarisxi da x
saimedooba
3. remontis da teqnikuri
x
momsaxurebis Sesrulebis unari
drouli miwodeba x
4.
5. savaWro warmomadgenlebis
x
muSaobis xarisxi
6. zogadi Sesatyvisoba
momxmarebelTa moTxovnebTan x
reputacia x
7.
160
moyvanil magaliTSi mimwodebels aqvs saqonlis xarisxis,
momsaxurebis donis, myidvelis moTxovnilebasTan Sesatyvisobis da
reputaciis Zalian kargi Sefasebebi. fasebis da drouli miwodebis
mixedviT mimwodebelma miiRo saSualo Sefasebebi. axla myidvelma unda
gadawyvitos ramdenad saWiro aris misTvis is maCveneblebi, romlebmac ar
miiRes Zalian kargi Sefasebebi da Seadaros isini sxva mimwodeblis
Sefasebebs. reitingis Sedgena SeiZleba Catarebuli iqnes ganmeorebiT
TiToeuli 7 maxasiaTeblis mniSvnelobis xarisxis gaTvaliswinebiT.
161
z) SekveTis gaformeba
162
d) mimwodeblis muSaobis efeqturobis Sefaseba
163
arakomerciuli organizaciebis da saxelmwifo
dawesebulebebis bazrebi
164
SesaZleblobas: isini Wamen imas, rasac miscems maT saavadmyofo.
gadawyvetilebas pacientebisTvis sakvebis SeZenis Sesaxeb iRebs am
saavadmyofos Sesyidvis agenti. ramdenadac pacientebi sakvebs iReben,
rogorc momsaxurebis mTeli kompleqsis nawils, mogeba ar warmoadgens
saqonlis Sesyidvis mizans. zustad aseve ar warmoadgens Sesyidvis mizans
danaxarjebis maqsimaluri Semcirebac, ramdenadac pacientebi
dabalxarisxiani sakvebis miRebisas daiwyeben sakuTari ukmayofilebis
gamoxatvas. aseT SemTxvevaSi ki saavadmyofos reputacia Zalian
Seilaxeba. Sesyidvis agentma unda eZebos iseTi mimwodeblebi, romelTa
saqonlis xarisxic Seesatyviseba an maRalia raime standartul minimumze,
xolo fasebi ki dabalia.
165
aucilebelia uwinares yovlisa im kompaniebisTvis, romlebsac saqonelsa
da momsaxurebaze SekveTis miReba surT saxelmwifo dawesebulebebisagan.
166
sammarTveloebi da sxva mravali. TiToeul maTgans gaaCnia Sesyidvebis
ganxorcielebis sakuTari procedura, romelic aucileblad unda
gaiTvaliswinon myidvelebma.
167
saxelmwifo dawesebulebebi mimwodeblebisgan, Cveulebriv, iTxoven
fasebis gamocxadebas da yvelaze xSirad miwodebisTvis mimarTaven im
sawarmos, romelic sTavazobs maT yvelaze dabal fasebs. magram zogierT
SemTxvevaSi mxedvelobaSi miiReba iseTi maCveneblebi, rogoricaa
saqonlis maRali xarisxi an kontraqtis yvela pirobis droulad
Semsrulebeli kompaniis umwikvlo reputacia.
168
gaWianurebasTan, saxelmwifo dawesebulebebis personalTa xSir
gadaadgilebasTan da cvlilebebTan dawesebulebaTa politikaSi. magram
yvela am winaaRmdegobaTa miuxedavad, saxelmwifo dawesebulebebisTvis
saqonlis Sesyidvis xelovnebis daufleba SesaZlebelia sakmaod swrafad.
169