momxmarebelTa qceva

/ bakalavriati /
(leqciebis kursi)

profesori: veSaguri maia

Tbilisi
2012

1
 MmomxmarebelTa qcevis Seswavlis miznebi,
amocanebi da meTodebi

momxmarebelTan muSaoba – analizi, prognozi da misi qceva aris

marketingis sferoSi dasaqmebuli TiToeuli specialistis profesiuli
saqmianobis yoveldRiuri Semadgeneli. sabazro ekonomikis ganviTarebis
da konkurenciis gaZlierebis pirobebSi momxmarebelTan muSaoba xdeba
sul ufro aqtualuri sabazro urTierTobis TiToeuli monawilisTvis,
romelTac pirdapir an saSuamavlo arxebiT gamoaqvT Tavisi produqti
momxmarebelTa samsjavroze.

momxmareblis mniSvneloba da masTan muSaobis warmateba kargad

unda hqondeT gacnobierebuli mewarmeebs, romelTa biznesic arsebobs
imdenad, ramdenadac akmayofilebs is momxmarebelTa moTxovnilebebs da
survilebs. TiToeuli specialistis adgili biznesSi da Tundac
politikaSi, kulturaSi, ganaTlebasa da mecnierebaSi, saxelmwifo
marTvaSi da sazogadoebriv cxovrebaSi damokidebulia mxolod
viwrospecializebul kvalifikaciaze. sabazro ekonomikis pirobebSi
TiToeul specialists unda SeeZlos TavianT momsaxurebaze
momxmarebelTa moTxovnis formireba da SenarCuneba, maT Soris sakuTari
ofisis, organizaciis, kompaniis, dargis da calkeuli qveynis sazRvrebs
gareTac. rogorc menejerebs, aseve iuristebs, fsiqologebs, inJinrebs,
eqimebs, maswavleblebs, sociologebs, Jurnalistebs da saxelmwifo
Cinovnikebs unda SeeZloT sakuTari momxmareblis gamovlena da maT mier
gadawyvetilebis miRebis procesze gavlenis moxdena.

momxmarebelTa qceva – es aris codnis sfero, romelic gascda

saqmianobis viwro marketingul CarCoebs. is aqtualuria yvela im
adamianisTvis, romlebic cdiloben myarad da warmatebiT imoRvaweon
sabazro ekonomikis sivrceSi.

pirveli kvlevebi momxmarebelTa qcevis Sesaxeb efuZneboda

zogadad ekonomikur Teoriebs, mogvianebiT ki – marketingis koncefciebs.
am kvlevaTa Sinaarsi da meTodologia ganisazRvreba im faqtorebiT,
romlebic amoZraveben ekonomikas sawarmoo orientaciidan sasaqonlo

2
orientaciisken da fsiqologiis, rogorc qcevis Sesaxeb mecnierebis
ganviTarebis doniT.

momxmarebelTa qceva, rogorc codnis dargi im saxiT, rogorc

axla aris, warmoiSva 50-iani wlebis bolos da 60-iani wlebis dasawyisSi.
es periodi msoflios bevr qveyanaSi aRiniSneboda ekonomikuri
aRmavlobiT. globaluri cvlilebebi, romlebsac ganicdida menejmentis
sistema da mTlianad ekonomika, warmoadgendnen mTavar faqtorebs,
romlebic xels uwyobdnen marketinguli programebis ganviTarebas da
kerZod, momxmarebelTa qcevis Seswavlas.

es faqtorebi specialistebma dayves 3 periodad:

1) II msoflio omamde;
2) omisSemdgomi (1980 wlamde);
3) Tanamedrove ( 80-iani wlebis Semdeg);

II msoflio omamdeli periodi

XIX saukunis dasasruls industriulma revoluciam kacobriobas

moutana eleqtroba, rkinigza, Sromis danawileba, masobrivi warmoeba,
axali teqnologiebi. mogebis miRebis mizniT biznesi orientirebuli iyo
ZiriTadad warmoebis srulyofaze. yvelaze did problemas am periodSi
warmoadgenda swored warmoeba da ara gasaReba, radganac deficitur
bazarze faqtobrivad iyideboda yvelaferi, rasac ki awarmoebdnen
mewarmeebi.

situacia Seicvala konkurenciis gaZlierebasTan erTad. XX

saukunis 20-iani wlebidan bazris zrdadi gajerebis fonze daeca
saqonelze mdgradi moTxovna. saqonelmwarmoeblebma gaacnobieres, rom
saqoneli unda “gaiyidos”. gayidvaTa saqmianoba ganixileboda am dros,
rogorc mogebis miRebis ZiriTadi saSualeba. saqonlis mwarmoeblebisa
da gamyidvelebisaTvis cxadi gaxda, rom upiratesobis SenarCuneba
konkurenciul brZolaSi sul ufro rTuli iqneboda. swored maSin
gamoCnda asparezze marketingi, romelmac aiZula daefiqrebina mewarmeebi:
“ mainc ra surT konkretulad momxmareblebs ?’’ amavdroulad
aqtualuri gaxda momxmarebelze zemoqmedebis ufro efeqturi meTodebis

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.

mniSvnelovan movlenad iqca swavlul-Teoretikosis – jon

vatsonis Sromebi. igi gaxda fsiqologiaSi biheviorizmad wodebuli
mimdinareobis damfuZnebeli. biheviorizmi – ingl. sityvaa da niSnavs
qcevas. igi aris erT-erTi mTavari mimarTuleba amerikul fsiqologiaSi,
romelic efuZneba mtkicebulebas, rom fsiqologia unda Seiswavlides
ara cnobierebas, aramed qcevas. dReisaTvis bihevioristul mecnierebebs
miekuTvnebian yvela mecnierebebi da maTi dargebi, romlebic Seiswavlian
qcevas, mag: sociologia, momxmarebelTa qceva, pedagogika da
anTropologiac ki.

omisSemdgomi periodi

omisSemdgomi epoqa aRiniSneboda ekonomikuri aRmavlobiT, rac

gamowveuli iyo omiT gadaRlil mosaxleobaSi moxmarebis surviliT.
warmoebis masStabebis da Sesabamisad, konkurenciis zrdam gamoiwvia
moTxovnis gadaWarbeba miwodebaze. televiziis ganviTarebasTan erTad
daiwyo masobrivi komunikaciebis era. mwarmoeblebs gauCndaT reklamis
gamoyenebis saSualeba. ekonomikur aRmasvlas Tan sdevda mxolod
xanmokle Cavardnebi. dasavleTis samyaro ganicdida keTildReobis
maRali donis da myidvelobiTi unaris zrdis uprecedento periods.
cxadi gaxda, rom biznesSi Tavdapirveladve unda yofiliyo
gansazRvruli momxmareblis interesi. saqonelmwarmoeblebs da
gamyidvelebsac aRar darCaT sxva arCevani garda imisa, rom mieRoT
marketingis koncefcia.

gansakuTrebiT mniSvnelovani iyo 60-iani wlebi. marketologebi

ukve mzad aRmoCndnen gamoekvliaT axali Tema – motivacia. zigmund
froidis fsiqoanalizma gaugonari rezonansi gamoiwvia mecnierul

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.

motivaciis kvlevis mizans Seadgenda dafaruli, gaucnobierebeli

miswrafebebis gamovlena adamianis qcevaSi. momxmarebelTa motivaciis
problemebiT seriozulad dainteresda bevri mkvlevari, gansakuTrebiT ki
reklamis damkveTebi. motivaciis Seswavlis epoqis erT-erTi yvelaze
cnobili aRmoCena mdgomareobda imaSi, rom qalis mier namcxvris cxobis
procesi ukavSirdeba bavSvis gaCenis gaucnobierebel survils. kompania
Pillsbury-m amaze uzarmazari kapitali daagrova Tavisi mizanmimarTuli
da xangrZlivi sareklamo kampaniis wyalobiT, romlis sareklamo
lozungi JRerda ase: “araferi ise ar metyvelebs siyvarulis Sesaxeb,
rogorc gemrieli namcxvari”. cxadia, rom amavdroulad gaisma xmebi
momxmarebelze zemoqmedebis aseTi “veraguli” meTodebis winaaRmdeg,
magram, miuxedavad yvelafrisa, farTod gaiRo kari qcevis sferoSi
kompleqsuri samecniero kvlevebis Casatareblad.

momxmarebelTa qcevis pirveli saxelmZRvanelo gamoica j.

enjelis, r. blekuelis, u. miniardis avtorobiT 1968 wels. man gamoiwvia
uamravi samecniero publikaciebi da dasavleTis mTel qveynebSi gaCnda
momxmarebelTa qcevis Semswavleli kursebi. Jurnali “Journal of Consumer
Reserch” gaxda pirveli perioduli gamocema, romelic
specializirdeboda am Tematikaze. statiebi momxmarebelTa kvlevis
Sesaxeb gamoCnda sxva gamocemebSic: “Journal of Marketing Reserch”,
“Psychology and Marketing”, “Journal of Consumer Marketing”, “Journal of Consumer
Psychology”.

5
 momxmarebelTa qcevis Sesaxeb mecnierebis Tanamedrove mdgomareoba

dReisaTvis momxmarebelTa qcevis da motivaciis Seswavlis

aucilebloba sayovelTaodaa aRiarebuli mTel msoflioSi. disciplina,
romelic aRmocenda ekonomikis, marketingis da fsiqologiis mijnaze,
erT-erTi popularulia. ukanasknel aTwleulSi gamoica uamravi
saxelmZRvanelo momxmarebelTa qcevis Sesaxeb. es disciplina iswavleba
msoflios ganviTarebuli qveynebis praqtikulad yvela saswavlebelSi da
warmoadgens biznes-skolebis erT-erT ZiriTad kurss.

XXI saukuneSi yvelaze ufro mwvaved dadga momxmarebelTa

Secnobis da misi qcevis siRrmiseuli Seswavlis aucilebloba.
momxmarebelTa qceva, zogadad, dinamiuri da mimzidvelia. momxmarebelTa
azrovnebis cvalebadoba, araprognozirebadoba da am cvlilebebTan
marketingis adaptaciis siCqare ukanasknel wlebSi mxolod izrdeba.
aRniSnuli sagnis floba moiTxovs momxmareblebze da im procesebze
sistematur dakvirvebas, Tu rogor icvleba maTi cxovrebis wesi da
moTxovnilebebi, ojaxis struqtura da urTierTobebi, myidvelobiTi
qceva da moxmarebis modelebi.

wlebis ganmavlobaSi viTardeboda da icvleboda biznesis

orientacia (sawarmoodan samomxmareblomde), viTardeboda aseve
momxmarebelTa qcevis Seswavlis sferoebic. erTi ram dReisaTvis udavoa:
momxmarebelTa qcevis disciplina, rogorc arasdros saWiroa
Tanamedrove, momxmarebelze fokusirebul samyaroSi.

momxmarebelTa qcevis Seswavlis aucilebloba dakavSirebulia

mTavar problemasTan: rogor SeviswavloT momxmareblebi ufro
efeqturad?

Tanamedrove kvlevebi xels uwyoben ara mxolod marketinguli

RonisZiebebis dagegmvas da strategiebis SemuSavebas, isini exmarebian
momxmareblebs informirebulobaSi da sakuTari uflebebis dacvaSi, aseve
awvdian informacias saxelmwifo politikis sferoSi optimaluri
gadawyvetilebebis misaRebad.

6
 dReisaTvis marketologebi dganan axali problemebis winaSe:

1. informaciis Segroveba da siRrmiseuli interpretacia, romelic

aucilebelia organizaciebisTvis sul ufro rTuli moTxovnilebebis
dasakmayofileblad;

2. momxmarebelTa qcevis efeqturi meTodebis SemuSaveba, rac maT

SesaZleblobas miscems fexi auwyon momxmarebelTa cxovrebis wesis da
tendenciebis swraf cvlilebebs;

3. momxmarebelTa qcevis, rogorc cxovrebis mniSvnelovani

damoukidebeli nawilis Seswavla ufro farTo da masStaburi
poziciebidan .

mewarmeebis, Teoretikosebis da marketologebis mTavar amocanas

warmoadgens momxmarebelTa qcevaze zemoqmedebis efeqturi da
araordinaruli strategiebis gamovlena. yvelaze warmatebuli da
cnobili kompaniebi eZeben momxmarebelTa Sesaxeb sruli informaciis
miRebis da maTi interpretaciis progresul meTodebs, ris Sedegadac
mecniereba momxmareblis Sesaxeb iRebs pirvelxarisxovan mniSvnelobas
Cvens pragmatul samyaroSi.

momxmarebelTa qcevis Seswavlis miznebi, amocanebi da meTodebi

momxmareblebi _ arian adamianebi, adamianTa jgufebi, agreTve

sxvadasxva organizaciebi, romlebic iyeneben saqonels, momsaxurebas,
ideebs. calkeuli moqalaqeebi, saojaxo meurneobebi, patara firmebi da
globaluri kompaniebi, qveynebi, erebi da TviT msoflio sazogadoebac
mTlianad – SesaZlebelia ganvixiloT, rogorc konkretuli saqonlis,
momsaxurebis da ideebis momxmarebeli.

marketingis koncefciis mixedviT momxmareblebi SeiZleba davyoT 2

jgufad:

1. saboloo momxmarebeli _ eseni arian calkeuli myidvelebi,

romlebic saqonels yiduloben piradi moxmarebisTvis;
7
 2. organizacia-momxmareblebi _ eseni arian biTumad movaWreebi,
romlebic saqonels iZenen Semdgom sawarmoo procesebSi gamosayeneblad
da xelaxla gayidvis mizniT;

am 2 tipis momxmarebelTa qceva arsebiTad gansxvavdeba

erTmaneTisgan. es aixsneba:

 saqonlis SeZenis gansxvavebuli miznebiT;

 yidvis Sesaxeb gadawyvetilebis miRebis meTodebiT;
 yidvis Sesaxeb gadawyvetilebis miRebis procesSi moZiebuli
sainformacio wyaroebiT;
 yidvis aqtis sixSiriT;
 motivaciiT;
 saqonlis Sesaxeb codnis araerTgvarovani doniT;
 yidvisSemdgomi servisis mimarT wayenebuli gansxvavebuli
moTxovnebiT.

momxmarebelTa Seswavlis mTavari mizania _ maTi moTxovnilebebis

da saWiroebebis gageba ufro srulad dakmayofilebis mizniT.

momxmarebelTa Seswavlis ZiriTadi amocanebia:

 moTxovnilebebis ierarqiuli struqturis ageba, saerTo

moTxovnilebebis struqturizacia ramdenime doneze;
 calkeuli moTxovnilebebis raodenobrivi mniSvnelobebis
da maTi dinamikis gansazRvra;
 dakmayofilebuli da daukmayofilebeli moTxovnilebebis
struqturis gansazRvra;
 momxmarebelTa moTxovnilebebis da saWiroebebis
cvlilebebze zemoqmedi faqtorebis gamovlena;
 daukmayofilebeli moTxovnilebebis gamomwvevi mizezebis
moZieba.

momxmarebelTa Seswavlis mecnieruli meTodebi moicavs _

sistemur analizs, kompleqsur midgomas, programul-miznobriv dagegmvas,
romelsac miekuTvneba: masobrivi momsaxurebis Teoria, kavSiris Teoria,

8
albaTobis Teoria, qseluri dagegmva, ekonomikur-maTematikuri
modelireba, eqspertiza.

marketingul kvlevebSi yvelaze metad iyeneben pirveladi

informaciis miRebis 3 meTods: dakvirvebas, eqsperiments da anketur
gamokiTxvas.

momxmarebelTa Seswavla _ rTuli da Sromatevadi procesia. igi

moiTxovs kvalificiuri marketologis monawileobas, romelic unda
flobdes ekonomikur codnas, analitikuri azrovnebis unars, saerTo
humanitarul ganaTlebas da did socialur gamocdilebas. mas aseve unda
gaaCndes mecnierebis sxva dargebis specialist-eqspertebis monacemTa
baza.

momxmarebelTa qcevis kvleva iTvaliswinebs sistemuri analizis

gamoyenebas, ramdenadac igi iZleva nebismieri sabazro situaciis
ganxilvis SesaZleblobas didi diapazonis garegani da Sinagani mizez-
Sedegobrivi kavSirebis dasadgenad. bunebaTmcodneobaSi mkvlevarebi,
Cveulebriv, iyeneben iseT faqtorebs, romelTa raodenobrivi gazomva da,
Sesabamisad, zusti diagnosis dasmac advili SesaZlebelia. marketingSi
ki araiSviaTad saqme gvaqvs xelSeuxebel, garkveulad gaucnobierebel
movlenebTan, romlis Seswavlisas gamoyenebuli uamravi cvladi ar
eqvemdebareba raodenobriv gazomvas. marketologs uwevs momxmareblis
gulsa da gonebaSi SeRweva, mravali xiluli Tu latenturi (dafaruli)
procesebis siRrmiseuli analizi. adamianTa individualuri
gemovnebis, emociebis da ganwyobilebebis Seswavla moiTxovs sxvadasxva,
maT Soris eqspertuli meTodebis gamoyenebas.

specialistebi xazgasmiT aRniSnaven, rom samecniero kvlevebis

gamoyenebiT SesaZlebeli xdeba momxmarebelTa qcevis motivaciis gageba.
miuxedavad imisa, rom absoluturi prognozi praqtikulad SeuZlebelia,
kompaniis strategiuli poziciebi mniSvnelovnad umjobesdeba
momxmarebelTa qcevis kvlevebisas miRebuli Sedegebis kvalificiuri
gamoyenebiT.

9
 amrigad, momxmarebelTa qcevis Seswavla umniSvnelovanes amocanas
warmoadgens mravali cnobili kompaniis saqmianobaSi. rodesac igi
sruldeba codniT da profesionalizmiT, mas moaqvs realuri sargebeli.

cnobili marketologebis rekomendaciiT, sakuTari momxmareblis

Seswavlas da Secnobas kompaniebma unda dauTmon sakuTari drois ara
nakleb 25 %.

momxmarebelTa qcevis modeli da qcevis tipebi

momxmarebelTa qcevis modeli

sabazro sistemaSi yvela moqmedeba orientirebulia potenciuri

momxmareblis mier gadawyvetilebis miRebaze. am amocanis warmatebiT
Sesruleba SesaZlebelia mxolod im SemTxvevaSi, Tu firmis
marketologebs sruli warmodgena gaaCniaT momxmarebelTa survilebze.
yoveldRiurad uamravi adamiani iRebs sxvadasxva produqtis an
momsaxurebis Sesaxeb yidvis gadawyvetilebas. msoflios cnobili
kompaniebi dainteresebulni arian am procesebis SeswavliT da maTi
analiziT, raTa ipovon momxmarebelTa qvecnobierSi damaluli
myidvelobiTi qcevis yvela saidumlos gasaRebi.

zogadad, individi SeiZleba warmovidginoT rogorc momxmarebeli,

myidveli da adamiani.

ra moswons individs

10
rogorc momxmarebels rogorc myidvels rogorc adamians

1. saqonlis funqciona- 1. saqonelze srul- 1. SeZenis

luri daniSnuleba komfortuloba
yofili informaci-
2. xarisxi 2. gamyidvelis yurad-
is arseboba
Rebiani damokidebu-
3. teqnologiuri paketi
2. saqonlis xelmi- leba
4. momxmareblis prob-
sawvdomoba 3. saqonlis moduroba
lemebis globaluri
gadawyveta 3. gonivruli fasi 4. saqonlis
ekologiuroba
5. individualizacia 4. SeZenis moxerxe-
da a. S. 5. saqonlis
buloba
prestiJuloba da a.S.
5. gadaxdis moxer-
xebuloba

6. yidvisSemdgomi

garantiebi da a.S.

sur. 1 individis upiratesobaTa gamovlinebebi

istoriulad, rogorc cnobilia, ganviTarebadi bazris

farglebSi pirvelad gaCnda moTxovnileba. saqonlis reklamis, gasaRebis,
servisis sistemebi maSin saerTod ar arsebobdnen an imyofebodnen
mxolod Canasaxovan mdgomareobaSi. cnobili kompaniebis gamocdileba
adasturebs, rom saqonlis gayidvisas bazarze warmateba damokidebulia
ara imdenad maT sawarmoo da finansur SesaZleblobebze, ramdenadac
momxmarebelze orientirebuli meTodebis gamoyenebaze.

,,SeecadeT awarmooT is, rac usaTuod gaiyideba da ar ecadoT imis

gasaRebas, risi warmoebac SeiZleba” – es aris marketingis fuZemdebluri
principi.

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.

marketinguli sxva myidvelis “Savi” myidvelis

stimulebi
yuTi (qvecnobieri) reaqciebi

saqoneli ekonomikuri myidve- yidvis produqtis arCevani

teqnologiuri lis
fasi Sesaxeb brendis arCevani
politikuri maxasia -
adgili gadawyve- dileris arCevani
Teblebi
kulturuli
stimulireba tilebis Sesyidvis dro

miRebis Sesyidvis raodenoba

procesi

sur. 2 myidvelobiTi qcevis modeli

rogorc suraTidan Cans, marketinguli da sxva stimulebi aRweven

momxmareblis ,,Sav” yuTSi da aRZraven garkveul reaqcias.
marketologebis amocanaa gaarkvion, Tu ra imaleba am ,,Sav” yuTSi da
rogor xdeba stimulebis reaqciad gardaqmna. ,,Savi” yuTi Sedgeba 2
nawilisagan. maT Soris pirveli – myidvelis pirovnuli maxasiaTeblebi
moqmedeben imaze, Tu rogor aRiqvams igi mastimulirebel xerxebs da
rogor reagirebs maTze; meore nawili – momxmareblis mier yidvis
Sesaxeb gadawyvetilebis miRebis procesi moqmedebs mis myidvelobiT
qcevaze.

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.

xarisxi, romelic xSirad aris miCneuli faseulobis sinonimad, ar

warmoadgens sakmaris faqtors dRevandel realobaSi konkurentuli
upiratesobis gansamtkiceblad. upiratesobis miRweva xdeba faseulobaTa
sxvadasxva komponentebis SerwymiT, rogoricaa savaWro marka, imiji, fasi
da produqtis Taviseburebebi. Tumca yovelTvis ar aris cxadi, Tu
rogor atyobineben es komponentebi klientebs maTi faseulobis Sesaxeb.
xarisxiani saqonlis Seqmna an xarisxiani momsaxurebis SeTavazeba – es
aris jer kidev arasruli gamarjveba, ramdenadac mniSvnelovania
xarisxis SegrZnebis Seqmnac. mag. “Nike”-is da “Reebok”-is markis botasebs
gaaCniaT erTnairi ZiriTadi funqciebi da xarisxi, magram “Nike”-s
SeiZleba gaaCndes iseTi Taviseburebebi, rogoricaa amortizatorebi
botasis lanCis qveS. momxmareblebi angariSs uweven im faqtsac, rom am
brends rekomendacias uwevs da gvTavazobs cnobili da avtoritetuli
pirovneba - maikl jordani, rom aRaraferi vTqvaT mis logotipze –
“SWOOSH”. “Reebok”-is markis botasebis Taviseburebas ki warmoadgens is,
rom maT SeuZliaT RamiT sinaTlis arekvla, amasTan maTi fasic
SedarebiT dabalia. momxmareblebi irCeven produqts, romelic
uzrunvelyofs maqsimalur faseulobas. ar aris aucilebeli, rom es
dakavSirebuli iyos mxolod ekonomiasTan, am dros xdeba saerTo
sargebelis Sefaseba, maT Soris produqtis aRiarebis xarisxisa.

marketingis strategia miznad isaxavs bazris analizs, bazris

segmentacias, brendis strategiebis Seqmnas da mis realizebas,
momxmarebelTa Seswavla ki warmoadgens am procesebis birTvs.

rodesac bazris subieqtebi cdiloben momxmarebelTa darwmunebas

SeiZinon esa Tu is produqti an momsaxureba, xSir SemTxvevebSi aseTi
mcdelobebi araefeqtiania. msoflios biznes-praqtikaSi cnobilia
saqonlis da momsaxurebis warumatebeli pozicionirebis uamravi
samwuxaro magaliTi. miuxedavad imisa, rom dReisaTvis biznesi Sesulia

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.

ratom aris aseTi maRali warumateblobis procenti? pasuxi

martivia – axali saqoneli unda akmayofilebdes momxmarebelTa da ara
menejerTa moTxovnebs. mTavari problema mdgomareobs marketingis
ZiriTadi postulatis ugulebelyofaSi, rom “momxmarebeli – mefea! ”

miznobrivi auditoria produqtis da momsaxurebis miRebas an

uaryofas axdens im realobis gaTvaliswinebiT, Tu ramdenad
Seesatyvisebian isini maT moTxovnilebebs, faseulobebs da cxovrebis
wess.

daskvna martivia: momxmarebelTa motivaciis da qcevis Seswavla,

maTi gaTvaliswineba saqonlis SemuSavebis da bazarze winsvlisTvis – es
aris ara arCevanis sakiTxi, aramed sastiki konkurenciis pirobebSi
nebismieri kompaniis gadarCenis aucilebeli winapiroba.

momxmarebelTa qcevis tipebi yidvis

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.

am sqemas safuZvlad udevs momxmarebelTa Cabmis donis da

saqonlis markebs Soris sxvaobis xarisxis cnebebi.

momxmarebelTa momxmarebelTa

Cabmis maRali xarisxi Cabmis dabali xarisxi

saqonlis markebs Soris rTuli saZebni

mniSvnelovani sxvaoba myidvelobiTi qceva myidvelobiTi qceva

saqonlis markebs Soris meryevi Cveulebrivi

umniSvnelo sxvaoba myidvelobiTi qceva myidvelobiTi qceva

rTuli myidvelobiTi qceva

rTuli myidvelobiTi qceva SeiniSneba iseT situaciebSi, rodesac

momxmarebelTa Cabmis maRal xarisxs Tan axlavs saqonlis sxvadasxva
markebs Soris mniSvnelovani gansxvaveba.

momxmarebelTa Cabmis maRal xarisxs adgili aqvs, Tu produqti

ZviradRirebulia, misi SeZena xdeba iSviaTad da dakavSirebulia
riskTan, nayidi sagani ki SeiZleba gamodges TviTgamoxatvis saSualebad.
es ZiriTadad exeba statusis matarebel saqonels (avtomobili,
ZviradRirebuli kompiuteri, bina, iaxta da a.S.). Zalian xSirad
momxmareblebi ar floben sakmaris informacias aseT saqonelze da
msgavs situaciebSi, Cveulebriv, iswrafvian miiRon rac SeiZleba meti

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

myidvelma unda gaiaros SeTvisebis procesi, gamoimuSaos azri

saqonelTan mimarTebaSi, xolo Semdeg ki Camoayalibos sakuTari
Sexeduleba. mxolod amis Semdeg SeZlebs igi saboloo arCevanis
gakeTebas.

marketologebs unda esmodeT im momxmarebelTa qceva, romlebic

agroveben informacias da axdenen maT Sefasebas. aseT momxmareblebs
marketologma unda uambos am klasis saqonlis Tvisebebze da sxvadasxva
markebs Soris sxvaobaze; garda amisa, man unda acnobos momxmareblebs -
am Tvisebebidan Tu romlis SeTavazeba SeuZlia kompanias. marketologs
aseve unda SeeZlos TiToeuli markis TvisebaTa diferencireba da
ganmarteba, Tu ra upiratesobas miiRebs momxmarebeli am kompaniis
momsaxurebiT sargeblobisas.

meryevi myidvelobiTi qceva

meryevi myidvelobiTi qceva SeiniSneba momxmarebelTa Cabmis

maRali xarisxis situaciebSi, roca saqoneli aris Zviri, misi SeZena
xdeba iSviaTad, dakavSirebulia riskTan da saqonlis sxvadasxva markebs
Soris sxvaoba naklebSesamCnevia.

am kategoriaSi moiazreba maRali klasis sayofacxovrebo

saqoneli, aveji, sunamo da a.S. am saxis saqonlisTvis momxmarebelTan
urTierTkavSiri metad mniSvnelovania, ramdenadac marketingul mizans
warmoadgens pozitiuri ganwyobilebis formireba rogorc yidvamde, aseve
yidvis Semdgom. disonansi dakavSirebulia adamianis gonebaSi 2 an meti

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.

magaliTvisTvis SeiZleba ganvixiloT xaliCis SeZena. es SenaZeni

xasiaTdeba momxmarebelTa Cabmis maRali xarisxiT, radganac xaliCebi
aris ZviradRirebuli da amavdroulad gamoxatavs myidvelis gemovnebas.
garda amisa, myidvelis TvalsazrisiT, erTnairi fasis mqone sxvadasxva
markis xaliCaTa didi umravlesoba praqtikulad erTnairia, amitom igi
sakmaod did dros dakargavs maRaziebSi siaruliT da misaRebi variantis
SerCeviT, magram SenaZens SedarebiT swrafad gaakeTebs. SesaZloa igi
SearCevs xaliCas, romelic iqneba odnav iafi, an iseTs, romelic mas
ufro lamazi moeCveneba.

yidvis Semdgom momxmarebels SesaZloa aReZras SenaZeniT

daukmayofileblobis survili, Tu is SeamCnevs raime nakls, defeqts
nayid xaliCaSi an moismens dadebiT Sefasebas im markis saqonelze,
romlis SeZenac mas SeeZlo, magram ar SeiZina. am daukmayofileblobis
aRmofxvris mizniT marketologma, romelic dakavebulia yidvis procesis
Semdeg klientis momsaxurebiT, unda miawodos mas sakuTari arCevanis
sisworis damadasturebeli informacia. myidveli yovelTvis didi
yuradRebiT moismens yvela im arguments, romelic daadasturebs misi
arCevanis siswores.

am magaliTSi momxmarebeli jer yidulobs saqonels da Semdeg

uyalibdeba masze azri, amitom mwarmoeblis marketinguli politika
mimarTuli unda iyos momxmareblis maqsimalur informaciul
uzrunvelyofaze, rac xels Seuwyobs arCevaniT misi kmayofilebis
xarisxis amaRlebas.

Cveulebrivi myidvelobiTi qceva

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.

aseTi kategoriis saqonlis magaliTad SeiZleba davasaxeloT

marili an benzini. am dros momxmarebelTa Cabmis xarisxi dabalia. ra
SeiZleba iyos imaze advili da martivi, vidre maRaziaSi Sesvla da 1
Sekvra marilis yidva? momxmareblisTvis praqtikulad sulerTia, Tu
rogor marils iyidis. igi ubralod midis maRaziaSi da iRebs pirvelive
xelSi moxvedril Sekvras. Tu igi yidulobs yovelTvis erTi da igive
markis marils, es aris ara savaWro markis mimarT erTgulebis gamovlena,
aramed ubralo Cveva. aseTi samomxmareblo loialoba ufro gamonaklis
SemTxvevebSi vlindeba. roca saqme exeba iaf da xSirad moxmarebad
saqonels, myidvelebi, Cveulebriv, gamoirCevian Cabmis dabali xarisxiT.

aseT SemTxvevaSi myidvelobiTi qceva ar vlindeba Cveulebrivi

sqemiT: “darwmuneba – ganwyoba – qceva”. ar arsebobs saqonlis
sxvadasxva markebis maxasiaTeblebis Sesaxeb informaciis aqtiuri Ziebis
da yidvis Sesaxeb gadawyvetilebis siRrmiseuli analizis aucilebloba.
aseT situaciebSi momxmareblebi pasiurad iReben informacias tele-,
radiogadacemebis mosmenisas da Jurnal-gazeTebis kiTxvisas. ramdenadac
aseT situaciebSi ugulvebelyofilia Zlieri Cabmis faqtori,
momxmareblisTvis ar aris damaxasiaTebeli yidvis Semdgom Tavisi
arCevanis Sefaseba. amrigad, mocemul SemTxvevaSi myidvelis azri
konkretul markasTan mimarTebaSi yalibdeba pasiuri SeTvisebis
procesSi, ris Sedegadac warmoiSoba myidvelobiTi qcevis garkveuli
tipi; yidvis Semdeg SeZenili saqonlis Sefasebis stadia SeiZleba iqnes
ugulebelyofili.

im faqtoris gaTvaliswinebiT, rom myidvelebs Soris ar arsebobs

Zlieri erTguleba raime markis mimarT, marketologebi moTxovnis
stimulirebisTvis iyeneben fasebis Semcirebis da saqonlis winsvlis
meTodebs. iseTi saqonlis reklamirebisas, romlebic xasiaTdeba Cabmis
dabali xarisxiT, saWiroa aqcentis gakeTeba ramdenime sakvanZo momentze.
didi mniSvneloba aqvs vizualur somboloebs da gamosaxulebebs,

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.

aRniSnuli kategoriis produqtebTan mimarTebaSi marketologis

mizans warmoadgens momxmareblebSi Cabmis ufro maRali xarisxis
inicireba. am miznis gansaxorcieleblad isini iyeneben sxvadasxva
strategias:

pirveli, marketologebi momxmarebelTa Cabmis xarisxis

asamaRleblad produqts akavSireben misTvis mniSvnelovan ideebTan.
magaliTad, kompania Procter & Gemble akavSirebs Tavis kbilis pasta
Crest-s kariesisgan dacvasTan. kvebis produqtebTan mimarTebaSi am
strategiis realizeba SeiZleba saqonlis im tipis SeTavazebiT,
romlebic dakavSirebulia janmrTelobaze zrunvasTan da
usafrTxoebasTan (vitaminizirebuli an iodizirebuli marili).

meore, marketologebi saqonels akavSireben konkretul

individualur-pirovnul situaciasTan da axdenen iseTi sareklamo
kampaniis SemuSavebas, romelic iwvevs masSi asaxuli Temebis
(momxmarebelTa pirovnuli faseulobebi, misi “egos” dacva) garSemo
Zlier emociur reaqcias. magaliTad, “es benzini ukeTesad icavs Tqveni
ZviradRirebuli manqanis Zravas ! ”

mesame, xdeba saqonlis maxasiaTeblebis, misi xarisxis srulyofa.

am strategiebidan TiToeul maTgans SeuZlia aamaRlos yidvis

procesSi momxmarebelTa Cabmis xarisxi dabalidan saSualomde
(saukeTeso SemTxvevaSi), Tumca Cabmis maRali xarisxis miRweva
praqtikulad SeuZlebelia.

19
 saZebni myidvelobiTi qceva

saZebn myidvelobiT qcevas momxmareblebi avlenen iseT

situaciebSi, rodesac maTi Cabmis dabal xarisxs Tan sdevs saqonlis
sxvadasxva markebs Soris sagrZnobi sxvaoba.

am tipis saqonels miekuTvneba: tkbileuli, ludi, gamagrilebeli

sasmelebi da a.S. am SemTxvevaSi momxmareblebi, Cveulebriv, advilad da
swrafad icvlian markebs. isini faqtiurad atareben eqsperimentebs
maTTvis yvelaze ufro misaRebi saqonlis gamosavlenad. magaliTad,
peCeniis yidvisas myidveli SeiZleba xelmZRvanelobdes garkveuli
mosazrebiT da peCenia amoirCios winaswari Sefasebis gareSe, Sefaseba ki
gaakeTos moxmarebis procesSi. SemdegSi momxmarebelma SeiZleba SeiZinos
sxva markis peCenia _ ubralod mravalferovnebis an raRac axlis
gasinjvis surviliT. markis cvlis mizezs warmoadgens arCevanis
mravalferovneba da ara daukmayofilebloba.

aseTi kategoriis saqonlisTvis marketinguli strategiebi

sxvadasxvaa. wamyvani markebisTvis aris erTi, meorexarisxovani
markebisTvis ki _ sxva.

bazris lideri kompania xels uwyobs saZebni myidvelobiTi qcevis

waxalisebas, cdilobs isargeblos situaciiT da iswrafvis, rom mis
produqcias maRaziaTa Taroebze ekavos saukeTeso adgilebi, iyos
farTod xelmisawvdomi, SesTavazos momxmareblebs maRali xarisxi
(kompleqsuri winadadeba). saqonlis brendTan ufro Zlieri
urTierTkavSirisTvis axorcielebs solidur kapitaldabandebebs
efeqturi, regularuli da intensiuri sareklamo kampaniisTvis.

liderobaze predendenti kompaniebi ki unda axdendnen

myidvelobiTi qcevis waxalisebas SedarebiT dabali fasebis, specialuri
SeRavaTebis sistemis, kuponebis da ufaso sacdeli produqtebis
SeTavazebiT. am dros sareklamo kampania mimarTuli unda iyos
momxmarebelTa dasarwmuneblad – gaakeTod maT arCevani axali markis
sasargeblod.

20
 situaciuri faqtorebi da yidvis Sesaxeb gadawyvetilebis
procesis Taviseburebebi

yidvis Sesaxeb gadawyvetilebis procesi ganicdis situaciis

gavlenas. drom, adgilma, winmswrebma movlenam da sxva faqtorebma
SesaZloa Secvalon momxmareblis gadawyvetileba yidvis Sesaxeb.
marketingul gadawyvetilebebs metnaklebad SeuZliaT da unda marTon
kidec yidvis Sesaxeb gadawyvetilebis miRebis procesi. amisTvis
aucilebelia situaciuri gavlenis analizis da modelirebis codna.

ganvixiloT situaciaTa 3 metad mniSvnelovani tipi: komunikaciuri

situaciebi, yidvis situaciebi da SenaZenis gamoyenebis situaciebi.

komunikaciuri situaciebi

komunikaciuri situacia _ es aris situacia, romelSic

momxmarebeli monawileobs piradi an arapiradi komunikaciebiT. pirad
komunikaciebs miekuTvneba momxmarebelsa da gamyidvels, an momxmareblebs
Soris informaciaTa gacvla. reklama, publikaciebi presaSi _ miekuTvneba
arapirad komunikaciebs.

cxadia, rom informacia, romelsac iRebs momxmarebeli _ reklama,

saqonlis prezentacia _ gavlenas axdens mis qcevaze. Tumca,
informaciuli zemoqmedebis Sedegi damokidebulia informaciis aRqmis
garemoebebze. magaliTad, yuradReba, romelsac telemayurebeli uTmobs
reklamas, SesaZloa daeces nulamde sxva adamianTa TandaswrebiT imitom,
rom sareklamo pauzebs mayureblebi iyeneben Tavis uaxloes
auditoriasTan _ ojaxis wevrebTan urTierTobisTvis.

programaTa tipic aseve axdens gavlenas informaciis aRqmaze.

sanaxaobrivma gadacemebma (safexburTo matCis translacia, deteqtivi)
SesaZloa imdenad miizidos mayurebeli, rom programis masalis garda
ver SeZlos verafris aRqma. programas SeuZlia aseve mayurebelTa

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.

Jurnal-gazeTebis reputacia da Sinaarsi mniSvnelovania reklamis

efeqtianobisTvis. gare reklama _ sastendo reklama, reklama
satransporto saSualebebze _ orientirebulia mZRolTa da mgzavrebis
auditoriaze da gaaCnia komunikaciur-situaciuri specifika. yuradRebis
miqcevis elementebi da Setyobinebis lakonuroba amaRlebs aseTi
reklamis informaciuli damuSavebis efeqturobas. gare reklamis
ganTavsebis raioni da adgili unda Seesatyvisebodes miznobrivi
auditoriis adgilmdebareobas.

yidvis situaciebi

yidvis situacia _ es aris momxmareblebis mier saqonlis SeZenis

garemoeba, yidvis situacia xasiaTdeba sainformacio garemoTi, sacalo
maRaziis garemoTi, yidvis droiTi aspeqtiT.

sainformacio garemo ganisazRvreba momxmareblis

uzrunvelyofiT produqtTan dakavSirebuli situaciiT. gadawyvetilebis
misaRebad saWiroa Sida (momxmareblis mexsierebaSi) da gare (stendebze,
prospeqtebze ganTavsebuli) informaciis xelmisawvdomoba dasabuTebuli
da informirebuli arCevanisTvis.

informacia warmodgenili unda iyos optimalur formatSi.

sainformacio formati gavlenas axdens informaciis miRebis da
damuSavebis Tanamimdevrulobaze.

sacalo maRaziis garemo _ aris mTlianad kontrolirebadi

situaciuri faqtori. sivrcis dagegmva, Sesasvlelebi, eqspoziciis
adgilmdebareoba da forma, feriTi gaformeba da ganaTeba, musika,
surneli da a.S. qmnian sacalo garemos. sacalo garemos atmosfero
gansazRvravs momxmareblis yuradRebis mimarTulebas da xangrZlivobas,
riTac zrdis saqonlis yidvis albaTobas, romelic sxva SemTxvevaSi

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.

dro _ yidvis situaciis mniSvnelovani faqtoria. igi aisaxeba iseT

movlenebsa da sidideebSi, rogoricaa:

 gayidvaTa sezonuroba;
 dro, romelic sWirdeba momxmarebels gadawyvetilebis misaRebad;
 sareklamo informaciis mexsierebaSi gaCerebis dro.

SenaZenis gamoyenebis situaciebi

gamoyenebis situacia _ es aris saqonlis moxmarebis garemoeba.

rigi produqtebisTvis SeZena da gamoyeneba xdeba praqtikulad
erTdroulad _ es aris satransporto, silamazis salonis, swrafi kvebis
momsaxureba. sxva produqtebisTvis moxmareba gancalkevebulia SeZenisgan
fizikuradac da droSic.

socialuri garemo da SeZenis mizani xSirad gansazRvraven, Tu

romeli markis saqonlis SeZena moxdeba. arsebobs statusis matarebeli
sasaqonlo kategoriebi: tansacmeli, saaTebi, avtomobilebi da a.S.

produqtis moxmarebis SesaZlo situaciebi, romelTa

demonstrirebac xdeba marketinguli komunikaciebis saSualebiT
(magaliTad, reklama gviCvenebs bostneulis saWrelis, sarecxi fxvnilis
da a.S. gamoyenebis situaciebs), axdens produqtis pozicionirebas.

situaciuri gavlenis faqtorebi

situaciuri gavlena moiTxovs gadawyvetilebaTa miRebis

situaciaTa analizs zemoqmedi faqtorebis gaTvaliswinebiT. ZiriTadi
situaciuri faqtorebia:

23
  fizikuri garemo;
 socialuri garemo;
 droiTi perspeqtiva;
 samomxmareblo qcevis mizani;

fizikuri garemo

fizikuri garemos faqtorSi igulisxmeba stimulirebis

obieqtebis _ produqtis, maRaziis adgilmdebareoba, gaformeba, ganaTeba,
musika da feriTi gaformeba, amindi, romlebic garkveul gavlenas
axdenen maTze.

fizikur garemos gansakuTrebuli mniSvneloba aqvs sacalo

maRaziebSi. cnobilia, rom momxmarebelTa mozidvas xels uwyobs wiTeli
feri. cisferi aRiqmeba, rogorc wynari, civi, magram pozitiuri. musikis
tempi gavlenas axdens gayidvaTa moculobaze _ wynari musika mas zrdis
restornebsa da barebSi, xolo Cqari _ swrafi kvebis obieqtebSi.
rodesac maRazia gadavsebulia momxmareblebiT, Zneldeba maRaziis Sida
informaciis aRqma, mcirdeba dagegmili SeZenis ricxvi da maRaziaSi
momxmarebelTaA yofnis dro, rac iwvevs maTSi daukmayofileblobis
grZnobas da negatiur emociebs.

marketologma unda gansazRvros iseTi fizikuri garemo, romelic

uzrunvelyofs momxmarebelTa sasurvel qcevas _ SeZenas, Sopings
(daTvalierebas), informaciis miRebas. cnobilia, rom arsebobs
arayidviTi motivacia SopingisTvis (maRaziebSi siaruli) _ fizikuri
aqtivoba da sensoruli stimulacia.

bunebrivi faqtorebi naklebad kontrolirebadia marketologis

mier, magram maTTanac SeiZleba produqtebis SesabamisobaSi moyvana. civi
yava nayinTan, an Cai yinuliT _ aris zafxulis sezonTan tradiciuli
sasmelebis sezonuri adaptaciis magaliTi.

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.

socialuri garemo yovelTvis ar eqvemdebareba marketologis

kontrols. magaliTad, programebs, sadac ganTavsebulia reklama,
mayureblebma SeiZleba uyuron marto, mTel ojaxTan an adamianTa
jgufebTan erTad, magram bevri sasaqonlo kategoriisTvis (tansacmeli,
aveji, mogzauroba) marketologs SeuZlia socialuri garemocvis
faqtoris gamoyeneba, rodesac erT adamians SeuZlia ojaxis wevris an
megobris darwmuneba yidvis Sesaxeb gadawyvetilebis miRebaSi.

bazarze rigi saqonlis pozicionireba xdeba gamoyenebis situaciis

kriteriumis mixedviT garemosTan damokidebulebaSi. magaliTad, kbilis
pasta _ saxlSi, xolo saReWi rezini _ ,,roca kbilis jagrisi
miuwvdomelia” _ megobrebis da kolegebis garemocvaSi, iseve, rogorc
menTolis kanfetebi. aSS-Si saReWi rezini ,,Wrigley”-is pozicionireba
xdeba, rogorc sigaretis Semcvleli saSualebisa ofisebSi, sadac moweva
akrZalulia.

droiTi perspeqtiva

droiTi perspeqtiva _ es aris momxmarebelTa qcevaze droiTi

efeqtis situaciuri daxasiaTeba. droiTi aspeqti Tavs iCens
sxvadasxvanairad. magaliTad, es aris dro, romelic gankuTvnili aqvs
momxmarebels yidvisTvis. rac ufro Zlieria droiTi presi, miT ufro
mokle iqneba sainformacio Zieba da Sesabamisad, optimaluri SenaZeni.
drois ukmarisoba amcirebs alternativaTa analizis SesaZleblobas,
amitom drois deficitis mqone momxmareblebi ufro loialurni arian
aprobirebuli cnobili markebis mimarT.

droiTi aspeqti aqtualuria iseTi saqonlisa da momsaxurebisTvis,

rogoricaa _ swrafi momzadebis sakvebi, aviagadazidvebi, kompiuterebi,

25
sainformacio da satelekomunikacio sistemebi, maT Soris internetis
momsaxureba.

samomxmareblo qcevis mizani

samomxmareblo qceva ganpirobebulia gansazRvruli miznebiT.

magaliTad, sakuTari moxmarebisaTvis da sasaCuqred gankuTvnili
saqonlis SenaZens gaaCniaT sxvadasxva marketinguli aspeqtebi. saCuqris
xilvadoba axdens SerCevis kriteriumebis formirebas, romelic pasuxobs
saCuqris da mCuqeblis sajaro Sefasebas. garda amisa, saCuqrebs iZenen
gansazRvruli mizezebis gamo da maTi SerCevac xdeba sxvadasxva
kriteriumebiT: praqtikuloba, unikaluroba, gamoyenebis xangrZlivoba,
xarisxi, mimRebi piris moTxovnileba.

yidvis mizanTa sxvadasxvaoba niSnavs yidvis motivTa

sxvadasxvaobasac, romelic SesaZloa iyos romantiulidan realur-
praqtikulamde.

samomxmareblo SerCevis procesi

samomxmareblo SerCevis arsi da variantebi

momxmareblebi yoveldRiurad iReben uamrav urTierTdakavSirebul

gadawyvetilebebs, axdenen ra SeZenis, gamoyenebis da produqtisgan
gaTavisuflebis variantebis SerCevas:

SeZenis variantebi: SeviZinoT Tu ara, rodis SeviZinoT, ra

SeviZinoT, sad SeviZinoT.

gamoyenebis variantebi: movixmaroT Tu ara, rodis movixmaroT,

rogor movixmaroT.

produqtisgan gaTavisuflebis variantebi: sruli mocileba,

gadamuSaveba, remarketingi (gamoyenebuli produqtis xelaxali gayidva).

26
 samomxmareblo SerCevis procesis etapebi

momxmarebelTa mier gadawyvetilebis miRebis procesi marTalia

ganicdis sxvadasxva garegani da Sinagani faqtorebis gavlenas, magram mas
gaaCnia mdgradi struqtura, romelic moicavs Semdeg stadiebs:
moTxovnilebaTa Secnoba, informaciis moZieba, alternativaTa
yidviswinare Sefaseba, SeZena, moxmareba, alternativaTa yidvisSemdgomi
Sefaseba, produqtisgan gaTavisufleba.

1. moTxovnilebis Secnoba xdeba individis mier Tavis

idealur da realur mdgomareobas Soris sxvaobis aRqmis Sedegad. es
aRqmadi gansxvaveba Cndeba individualuri faseulobebis da
moTxovnilebebis socialur garemosTan urTierTqmedebis Sedegad.
magaliTad, adamianTaA umravlesobas sadResaswaulo situaciebSi surT
gamoiyurebodnen adekvaturad, ris gamoc acnobiereben moTxovnilebas
Sesabamis gamosasvlel tansacmelze. adamianebi, romlebsac surT misdion
cxovrebis jansaR wess da iyvnen janmrTelebi, acnobiereben
moTxovnilebas sportul tansacmelze da inventarze.
2. informaciis moZieba _ adamiani axdens mexsierebaSi arsebuli
informaciis moZiebas (Sida Zieba) an iZens informacias, dakavSirebuls
gare gadawyvetilebebidan (gare Zieba).
gaacnobierebs ra moTxovnilebas, momxmarebeli mimarTavs Tavis
mexsierebas da arkvevs, sakmarisad icis Tu ara man gadawyvetilebis
variantebis Sesaxeb Tavisi moTxovnilebebis dasakmayofileblad. Tu
sakuTari codna arasakmarisia, momxmarebeli iwyebs gare Ziebas.

gare Ziebisadmi ganwyoba damokidebulia produqtis tipze,

momxmareblis individualobaze da garemos gavlenaze. martivi nayidoba
moiTxovs nakleb informaciul Ziebas, vidre rTuli. momxmarebelTa erTi
nawili ki frTxilia martivi saqonlis SeZenis drosac da manamde ver
wyvets saqonlis SeZenas, sanam ar miiRebs farTo da detalur
informacias. momxmarebelTa meore kategoria ki arCevans akeTebs
alternativaTa Sefasebis gareSec.

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.

4. SeZena _ SerCeuli alternativebis SeZena xdeba sacalo savaWro

wertilebSi an saxlSi _ eleqtronuli vaWrobis sistemis saSualebiT.
gadawyvetilebis miRebis am stadiaze gansakuTrebul rols TamaSobs
kvalificiuri da gamocdili gamyidveli.
5. moxmareba aris SeZenili saqonlis gamoyeneba. mas SeiZleba
gaaCndes sxvadasxva forma _ saqoneli SeiZleba moxmarebul iqnes
dauyovnebliv, maSinve an misi moxmareba gadaidos sxva droisTvis. adre
moxmareba naklebad ainteresebda gamyidvels. axla ki, gazrdili
konkurenciis pirobebSi, marketologi dainteresebuli unda iyos am
stadiiT, raTa SeinarCunos momxmarebeli mudmivi klientis statusiT.
6. alternativaTa yidvisSemdgomi Sefaseba _ aris moxmarebis
Sedegad dakmayofilebis xarisxis Sefaseba. am dros pasuxi unda gaeces
Semdeg kiTxvebs: ra moswons momxmarebels SenaZenSi yvelaze metad? ra
winadadebebi gaaCniaT momxmareblebs produqtis modernizaciasTan
dakavSirebiT?
momxmarebeli kmayofilia, Tu misi molodini gamarTlebulia, anu
saqonlis xarisxi Seesatyviseba mis molodins. Tu SenaZeni ar amarTlebs
molodins - momxmarebeli daukmayofilebelia, rac misi mxridan iwvevs
aRSfoTebas, protests, zaralis anazRaurebis moTxovnas. amitom
yidvisSemdgomi servisis xarisxi gadamwyvet rols TamaSobs
momxmareblis SenarCunebaSi.

7. produqtisgan gaTavisufleba _ bolomde gamouyenebeli

produqtis an misi narCenebis mocileba.

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).

gadawyvetilebis miRebis es stadia warmoadgens mwarmoebelTa

konkurenciis sagans _ gansakuTrebiT ganviTarebul qveynebSi, sadac
momxmareblebi da mTlianad sazogadoeba did mniSvnelobas aniWeben
garemo pirobebis dacvas da SenarCunebas.

gadawyvetilebaTa procesis tipebi

momxmarebelTa winaSe mdgari problemebi gansxvavdebian sirTulis

xarisxis mixedviT da iyofian 3 kategoriad:

1) problemebi, romelTa gadaWrac xdeba martivad da didi

Zalisxmevis gareSe (yoveldRiuri moTxovnilebis saqonlis SeZena);

2) SezRuduli, anu garkveul zRvramde siaxlis elementebis

Semcveli problemebi (diferencirebuli winadadebis kvebis produqtebis
_ Cais, yavis, naxevarfabrikatebis; saojaxo xelsawyoebis, yavis safqvavis,
mtversasrutebis, avejis SeZena);

3) gafarToebuli, anu maRali sirTuliT gamorCeuli saqonlis

SeZenisas warmoqmnili problemebi (sainformacio sistemis, kompiuteris
SeZena);

problemis sirTulis xarisxis mixedviT momxmareblis mier

gadawyvetilebis miRebis mTeli procesi Sesabamisad iyofa 3 tipad:
gadawyvetilebis miRebis Cveulebrivi, SezRuduli da gafarToebuli
procesebi.

procesis TiToeuli am tipis aRwerisas gamoiyeneba yidvis

procesSi momxmareblis Cabmis koncefcia. Cabma yidvis procesSi _ es
aris momxmareblis dainteresebis done yidvis konkretul situaciaSi.
SeZenis sirTulis zrdasTan erTad izrdeba momxmareblis Cabmis donec.

29
 Cveulebrivi problemis gadaWra

es procesi aris yvelaze martivi, ramdenadac problemas ar

sWirdeba Secnoba _ igi cnobilia. informaciis Sida Zieba, romelic
Senaxulia mexsierebaSi, iZleva erTaderT upirates gadawyvetilebas _
savaWro markas. momxmarebeli iZens am markas da SeZenis Sefaseba xdeba
mxolod maSin, Tu markam ver gaamarTla misi molodini.

Cveulebriv gadawyvetilebebs adgili aqvT yidvis procesSi

momxmarebelTa dabali Cabmisas.

Cveulebrivi gadawyvetilebebi SeiZleba davyoT 2 jgufad:

1. savaWro markis an kompaniisadmi loialuroba;

2. ganmeorebiTi, anu inerciuli SeZena;

savaWro markis / kompaniisadmi loialuroba _ es aris mocemuli

savaWro markisadmi an mwarmoebeli kompaniisadmi momxmareblis
erTguleba. misi formireba xdeba myidvelis mier erTxel gakeTebuli
arCevanis dakmayofilebis SemTxvevaSi. am arCevanisadmi xangrZlivi
erTgulebis SenarCuneba xdeba imdenad, ramdenadac: a) momxmarebels
swams, rom es saukeTeso arCevania, romelic Seesatyviseba mis
moTxovnilebebs da amasTan, b) Camoyalibebulia am arCevanTan
momxmareblis emociuri erTguleba; konkurentebisTvis rTulia
loialurad ganwyobili momxmareblis gadmorTva sakuTar saqonelze da
markaze.

ganmeorebiTi (inerciuli Sesyidva) gamoirCeva momxmareblis

SezRuduli, dabali loialurobiT. aseT dros momxmareblisTvis
arCevani farToa da igi ar aris mijaWvuli 1 markas. Cveulebrivi SeZena
xdeba inerciiT da iolia sxva markaze gadarTva. magaliTad, maRaziaSi
markis droebiTi arqoniT, fasdaklebiT an konkurentuli markis
zogierTi maxasiaTeblis gaumjobesebiT.

SezRuduli 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.

aq gadawyvetilebis miRebis wesi martivia. iyideba is marka,

romelic nacnobia, an iyideba yvelaze iaffasiani marka. axali marka
momxmarebelma SeiZleba SearCios siaxlis, mravalferovnebis ZiebaSi,
miuxedavad imisa, rom Zveli mTlianad akmayofilebda mas.

gadawyvetilebaTa mocemul tipSi moTxovnilebebis Secnobas

pirdapir mivyavarT SeZenisken. eqstensiuri Zieba da Sefaseba
gamoricxulia imitom, rom SenaZens ar eniWeba didi mniSvneloba,
yidvisSemdgomi Sefaseba SezRudulia.

SezRuduli tipis gadawyvetilebebs miekuTvneba aseve martivi da

iafi sayofacxovrebo xelsawyoebis SeZena, saRamos Tavisufali drois
gatarebis formis SerCeva an yoveldRiuri tansacmlis SeZena.

gafarToebuli problemis gadaWra

gafarToebuli problemis gadaWra _ es aris momxmareblis maRali

xarisxis Cabmis gadawyvetileba.

gafarToebuli samomxmareblo gadawyvetis produqtTa jgufi

SedarebiT cotaa. es aris ZviradRirebuli tansacmeli, sacxovrebeli
saxli, avtomobili, anu is produqtebi, romelTa Rirebuleba da
araswori SerCevis riski aris maRali.

gaacnobierebs ra problemas, momxmarebeli iwyebs eqstensiur Sida

da gare sainformacio Ziebas. mas mosdevs uamravi alternativis
kompleqsuri Sefaseba. SeZenis Semdeg SesaZloa aRiZvres arCevanis

31
sisworesTan dakavSirebuli eWvebi, romlis gadasalaxad marketologebi
iyeneben misi Semcirebis meTodebs.

impulsuri SeZena

yidvis Sesaxeb gadawyvetilebis es tipi sxvebisgan gansxvavdeba

Tavisi daugegmaobiT.

impulsuri SeZenis provocireba xdeba gayidvis adgilze

eqspoziciiT an gayidvaTa winwawevis meTodebiT (2 nivTi erTis fasad).
gadawyvetilebis miReba xdeba fsiqologiuri disbalansis mdgomareobaSi,
romelSic myidveli ver akontrolebs sakuTar Tavs. igi grZnobs Sinagan
konfliqts da motivTa brZolas, romelTa gadaWra xdeba dauyovnebeli
moqmedebiT. obieqturi Sefaseba am dros minimaluria, dominirebs
emociuri mosazrebebi. momxmarebeli naklebad fiqrobs Sedegebze. am
procesisTvis damaxasiaTebelia maRali emociuri miziduloba.
gadawyvetilebis miRebis siswrafe mkveTrad amcirebs gaanalizebis
process da axdens dauyovnebeli SeZenis qmedebis motivirebas.

samomxmareblo gadawyvetilebis tipebs Soris sxvaoba niSnavs, rom

erTi tipisTvis misaRebi marketinguli gadawyvetilebebi ver iqneba
optimaluri sxva tipis samomxmareblo gadawyvetilebebisTvis.
marketinguli meTodebis specifika vlindeba yidvis Sesaxeb
gadawyvetilebis miRebis procesis TiToeul safexurze.

saqonelze moTxovnilebis Secnobis procesi

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.

yidvis Sesaxeb gadawyvetilebis miRebis procesi iwyeba myidvelis

mier moTxovnilebis an saWiroebis SecnobiT _ momxmarebeli Seicnobs
sxvaobas realur da sasurvel mdgomareobas Soris.

moTxovnilebis Secnobis es 2 fundamenturi principi asaxulia nax. 1 –ze.

realuri sasurveli
mdgomareoba
mdgomareoba

zRvars Seusabamisobis zRvarze an

qvemoT xarisxi zRvars zemoT

moTxovnilebis moTxovnilebis
Secnoba ar xdeba
Secnoba

nax. 1. moTxovnilebis Secnobis procesi

yidvis gadawyvetilebis procesis dasawyebad sasurvel da realur

mdgomareobas Soris Seusabamisobam unda miaRwios an gadaaWarbos
garkveul zRvars. Tu Seusabamisoba ar aris didi, moTxovnilebis
Secnoba ar xdeba da gadawyvetilebis miRebis procesic ar iwyeba.
realur da sasurvel mdgomareobas Soris Seusabamisobis maRali
xarisxis SemTxvevaSic ki gacnobierebul problemas unda hqondes
33
sakmaod didi mniSvneloba momxmareblisTvis, raTa man daiwyos moqmedeba,
kerZod, informaciis moZieba. magaliTad, momxmarebelma icis, rom misi
kompiuteri rigi parametrebis mixedviT mniSvnelovnad CamorCeba axal
modelebs, magram misTvis am faqts SeiZleba ar hqondes kritikuli
mniSvneloba, ar miiCnios igi problemad da amitom ar moxdes yidvis
gadawyvetilebis procesis inicireba. axali kompiuteris SeZenis
problema SeiZleba ar iyos mniSvnelovani imitomac, rom sxva problemebi
_ mag, binis, ganaTlebis an mogzaurobis ufro aqtualuri iyos mocemuli
momxmareblisTvis.

yidvis Sesaxeb gadawyvetilebis miRebis procesis dasawyebad

mniSvnelovania agreTve momxmareblis TviTrwmenac, rom problemis
gadawyveta ar aRemateba mis SesaZleblobebs. magaliTad, Zveli
kompiuteris gayidvam, damatebiTma an axalma samuSaom SeiZleba aamaRlos
momxmareblis myidvelobiTi unari axali kompiuteris SesaZenad, magram
Tu moTxovnilebis dasakmayofileblad mas ar hyofnis, magaliTad,
finansebi an dro, maSin SeZena ar xdeba.

samomxmareblo problemaTa tipebis gansxvaveba gulisxmobs

marketinguli gadawyvetilebebis specifikurobas. problemis tipebad
dayofis erT-erT kriteriums warmoadgens misi aqtiuroba. aqtiuri
problema cxadi aris momxmareblisTvis _ man icis, ra unda da ra ara.
araaqtiuri problema gamoirCeva Tavisi gaurkvevlobiT. araaqtiuri
problema axdens latenturi, anu faruli moTxovnis formirebas _ risi
identificireba da dakmayofilebac unda SeeZlos marketologs.

yidvis Sesaxeb gadawyvetilebis miRebis procesSi problemis

gacnobierebis etapi marketologis winaSe ayenebs 4 amocanas:

1) gamoavlinos da Seiswavlos problemebi, romlebsac ejaxeba

momxmarebeli;
2) SeimuSaos marketinguli kompleqsi momxmarebelTa problemebis
gadasaWrelad;
3) waaqezos momxmareblebi konkretuli problemebis
gasacnobiereblad;
4) CaaxSos sxva problemebis gacnobiereba.

34
 5)

momxmarebelTa problemebis gamovlenis meTodebi

momxmarebelTa problemebis gamovlena xorcieldeba ramdenime

meTodiT. gavrcelebul meTods warmoadgens intuicia. marketologi
aanalizebs sasaqonlo kategorias da logikurad gansazRvravs, rogor
aris SesaZlebeli misi gaumjobeseba. magaliTad, kompiuterze
gansazRvruli programuli uzrunvelyofis winaswar dadgena _ aris
potenciuri samomxmareblo problemis logikuri gadawyveta.
momxmarebelTa problemis gamosavlenad intuiciuri midgomis
naklovaneba _ misi uzustoba _ SesaZloa nakleb mniSvnelovani iyos
momxmareblebisTvis.

momxmarebelTa problemebis gamovlenis da kvlevis gavrcelebul

meTods warmoadgens gamokiTxva, romelic moicavs respondentebis
sakmaod did raodenobas. gamokiTxva SeiZleba Catardes anketirebis,
werilobiTi an zepiri formiT, Ria an daxuruli kiTxvebis gamoyenebiT.

fokus-jgufebis meTodi, romelic aerTianebs gamokiTxvis da

dakvirvebis elementebs, aseve farTod gamoiyeneba momxmarebelTa
problemebis gamosavlenad da maT gadasaWrelad. fokus-jgufebSi Sedian
8-dan 12-mde msgavsi individebi _ magaliTad, studentebi, diasaxlisebi,
mozardebi da a.S., romlebic Sekrebilni arian erTad konkretuli Temis
gansaxilvelad. wamyvani uzrunvelyofs diskusiis ganviTarebas
konkretuli gegmis mixedviT da fokuss mocemul Temaze ganxilvis
Tavisuflebis garkveuli xarisxis pirobebSi. aRniSnul meTodebs iyeneben
Semdegi problemebis identifikaciisTvis:

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.

midgoma _ ,,produqtis analizi” saqmianobis analizis analogiuria,

igi koncentirirebulia SenaZenze da konkretuli produqtis an markis
gamoyenebaze. magaliTad, momxmareblebs ekiTxebian, Tu ra problemebi
aReZvrebaT maT sarecxi fxvnilis, avtomobilis an ucxo enis
saxelmZRvanelos gamoyenebisas. mag, sarecxi fxvnilis muyaos SefuTva
abazanaSi wylis daRvrisas qmnis yuTis dasvelebis problemas. am
problemis Tavidan acilebis mizniT sarecxi fxvnilis mwarmoeblebma
daiwyes misi SefuTva polieTilenSi. saxelmZRvanelos didi formati
arTulebs mis tarebas da kiTxvas gzaSi _ transportSi. es ubiZgebs
gamomcemlebs mcire formatiani da msubuqi saxelmZRvaneloebis
gamosaSvebad.

midgoma _ ,,problemis analizi” axdens saqmianobis, produqtebis an

markebis saxeobis gamovlenas, romlebic asocirdebian konkretul
problemebTan. gamokvleva iwyeba problemaTa CamonaTvaliT _
respodentma unda miuTiTos mocemul obieqtTan dakavSirebuli
problemebi.

mag, sarecx fxvnilTan dakavSirebuli problemebi SesaZloa iyos

aseTi:

 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.

eqsperimentis meTodi axdens samomxmareblo qcevis faqtorTa

Soris kavSirebis gamovlenas.

momxmareblebis mier problemis gacnobierebis gaaqtiureba

moTxovnilebis ,,aRiarebamde” igi unda iqnes gaaqtiurebuli.

gaaqtiurebis albaToba damokidebulia rig faqtorebze. SesaZlebelia
saerTo problemis (moTxovnilebis) an seleqciuri problemis
(moTxovnilebis) gaaqtiureba.

saerTo problema aris is, risi gadaWrac SesaZlebelia

sxvadasxva markebiT. magaliTad, umaRlesi ganaTlebis miRebis problemis
(moTxovnilebis) gadaWra SesaZlebelia uamravi sxvadasxva saswavlo
dawesebulebiT. gansazRvruli specialobiT umaRlesi ganaTlebis miRebis
problema (moTxovnileba) ki aris seleqciuri, anu SerCeviTi.

saerTo problemis gacnobierebis gaaqtiureba xdeba

momxmareblisTvis naklebad mniSvnelovani da latenuri
(gamoumJRavnebeli, faruli) xasiaTis situaciebSi. sxvadasxva monacemebis
mixedviT mwarmoeblebi saerTo moTxovnilebis gasaaqtiureblad
yovelwliurad xarjaven 1 mlrd. dolarze mets. aseTi situaciebi,
Cveulebriv, SeiniSneba maSin, rodesac momxmareblebi minimaluri doziT
grZnoben gansxvavebas mocemuli sasaqonlo kategoriis farglebSi
konkurirebad produqtebs Soris.

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.

msxvil kompaniebs SeuZliaT saerTo problemis gacnobierebis

gaaqtiureba, radganac maTi markebis gayidvaTa albaToba sasaqonlo
kategoriaSi maRalia, da piriqiT, patara kompaniam , romelic aaqtiurebs
saerTo problemas, savsebiT SesaZlebelia gamoiwvios ara Tavisi, aramed
konkurentebis produqciis gayidvaTa stimulireba.

marketingis cnobili konsultanti _ jek trauti aseT rCevas

aZlevs kompaniebs: “Tu Tqven xarT lideri, bevrad ukeTesia
gaafarTovoT sasaqonlo kategoria im realobis gaTvaliswinebis
SemTxvevaSic, rom aseTi qmedeba exmareba sxva mwarmoeblebsac, romlebic
sadRac Sors Tqvengan cdiloben Tqveni tortidan 1 msuye naWris
mitacebas. Tqveni mTavari misiaa _ gaxadoT bazari imdenad didi,
ramdenadac es xelgewifebaT, xolo Semdgom ki TavgamodebiT daicvaT
igi, rogorc es gaakeTes “Coke “ da “HHertz “ _ ma”.

amrigad, im sasaqonlo bazrebzec ki, romlebic Sedgebian

diferencirebuli markebisgan, bazris liderisTvis SesaZloa momgebiani
iyos saerTo moTxovnis stimulireba. saboloo jamSi ki, yvelaferi
damokidebulia lideri kompaniis unarze _ daeuflos axali biznesis
solidur wils da SeinarCunos igi.

SerCeviTi (seleqciuri) problemis Secnoba xdeba mocemuli

sasaqonlo kategoriis (SerCeviTi moTxovna) farglebSi konkretuli
brendis stimulirebisas. mocemul SemTxvevaSi marketinguli Zalisxmeva
mimarTulia momxmarebelTa dasarwmuneblad, rom maT moTxovnilebebs
daakmayofilebs konkretuli marka. seleqciuri moTxovnilebis

38
gasaaqtiureblad gansakuTrebiT efeqturia SedarebiTi reklama, romelic
momxmareblebs awvdis informacias konkretuli markis upiratesobaTa
Sesaxeb maT konkurentebTan mimarTebaSi.

amrigad, moTxovnilebis Secnobis gaaqtiureba warmoadgens

kompaniis erT-erT mniSvnelovan misias, romlis gauTvaliswineblobam
SesaZloa negatiuri Sedegebi moutanos ara mxolod calkeul kompaniebs,
aramed mTlian dargsac ki.

moTxovnilebis gacnobierebis aucilebloba

marketologebi gvTavazoben momxmarebelTa dayofas

moTxovnilebebis Secnobis niSnis mixedviT realuri da sasurveli
mdgomareobis cvlilebebis Sedegad. rigi momxmareblebisa problemas
acnobiereben realuri mdgomareobis Secvlis Sedegad. magaliTad, axali
tansacmlis yidvis problema maTTvis aRiZvreba tansacmlis cveTis an
gamousadegarobis gamo. momxmarebelTa meore jgufs ki moTxovnilebis
Secnobisken ubiZgebs sasurveli mdgomareoba. es momxmareblebi
acnobiereben moTxovnilebebs, magaliTad, axal tansacmelze modis axal
tendenciebTan gacnobis Sedegad. swored am segmentzea gaTvlili modis
Cvenebebi, gamofenebi, elitaruli tansacmlis, avtomobilebis, fufunebis
sagnebis reklama. marketinguli komunikaciebi axdenen
momxmareblebisTvis mimzidveli upiratesobebis demonstrirebas.

momxmarebelTa problemebis identifikaciis Semdeg menejers

SeuZlia maT gadasawyvetad marketinguli kompleqsis formireba. es
SeiZleba iyos _ axali produqtis SeTavazeba, gavrcelebis arxebis
modifikacia, safaso politikis Secvla, komunikaciuri gadawyvetilebebis
gadaxedva. magaliTad, momxmarebelTa gavrcelebul problemas,
gansakuTrebiT ganviTarebul qveynebSi, warmoadgens optimaluri wonis
miRweva da SenarCuneba. momxmareblebi iswrafvian Seamciron kvebis
kaloriuloba da, amasTan, ar SezRudon tkbileulis miReba. am
problemis gadasaWrelad mwarmoeblebma daiwyes iogurtebis, ucximo
yvelis da peCeniis, fruqtozaze damzadebuli tkbileulis gamoSveba.

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.

drois faqtori SesaZloa TviTon gaxdes moTxovnilebis

aqtivatori. dro, magaliTad, auaresebs sakvebis momxmareblis realur
mdgomareobas _ rac meti droa gasuli sakvebis bolo miRebidan, miT
ufro aqtualuri xdeba sakvebze moTxovnileba da miT metia misi yidvis
albaToba.

momxmarebelTa sasurveli mdgomareobac aseve icvleba drois

garkveul diapazonSi. asakis cvlilebasTan erTad icvleba
momsmarebelTa gemovneba da faseulobebi, rac Tavis mxriv, cvlis maT
survilebsac. axalgazrdobaSi Cven gvsurs erTi, mowifulobaSi _
sruliad sxva. dRes saSualo asakis mamakacTa umravlesoba Tmebs iWris
mokled minimum TveSi erTxel, xolo Tineijerobis asakSi ki maTi
umravlesoba atarebda grZel Tmebs mxrebamde; uSvilo meuRleebs ar
sWirdebaT sabavSvo nivTebi, magram rogorc ki Seityoben, rom male
mSoblebi unda gaxdnen, acnobiereben maTTvis sasurvel mdgomareobas _
dRis wesrigSi dgeba im saqonlis SeZenis aucilebloba, romelic maT
aqamde ar ainteresebdaT.

marketologis mier drois faqtoris gamoyeneba moTxovnilebis

gaaqtiurebaSi mdgomareobs aseve potenciuri problemis gacnobierebis
inicirebaSi. maSin momxmarebeli iyidis dazRvevas sadazRvevo situaciis
dadgomamde, gaciebis wamals _ gaciebamde. rodesac potenciuri
problemis gacnobierebis gaaqtiureba rTulia, marketologebi iyeneben

40
sxva saSualebebs, rogoricaa _ produqtis demonstracia gayidvis
wertilSi, ufaso nimuSebi, fasdaklebebi da a.S.

momxmareblis konkurirebadi problemebis arsebobis pirobebSi

marketologebs SeuZliaT daTrgunon problema _ konkurenti. mag,
sigaretis mweveli ganicdis moTxovnilebas sigaretze da amavdroulad
periodulad aRelvebs mas janmrTelobis problema, amitom sigaretis
momwodeblebi reklamaSi gamosaxaven miznobrivi auditoriisTvis
mimzidvel models _ mamakacur kovboebs da momxibvlel gogonebs,
cdiloben ra gamodevnon momxmareblis cnobierebidan janmrTelobis
gauaresebis problema da mwevelis garegnuli saxe.

zemoT Cven ganvixileT faqtorebi, romlebic moqmedeben

moTxovnilebis Secnobaze, magram imyofebian kompaniebis gavlenis
farglebs gareT. magram aris SemTxvevebi, rodesac kompaniebs TavianT
arsenalSi gaaCniaT momxmarebelTa moTxovnilebebis Secnobaze zemoqmedi
sxvadasxva meTodebi. rogor SeuZliaT kompaniebs moTxovnilebebis
Secnobis stimulireba? zogjer sakmarisia ubralod SevaxsenoT
momxmarebels misi moTxovnilebis Sesaxeb. maRaziaSi siarulisas
momxmarebelma SeiZleba SeamCnios sareklamo plakati, romelic
Seaxsenebs mas adre gacnobierebul, magram miviwyebul moTxovnilebas
raime produqtis yidvis Sesaxeb. aseve SeuZlia stomatologs Tavisi im
pacientebisaTvis Setyobinebis gagzavna, romlebic ukve didi xania aRar
yofilan masTan miRebaze.

zogierTi mwarmoeblebi moTxovnilebis Secnobis stimulirebis

mizniT axdenen sakuTari produqtis modificirebas. miuxedavad imisa, rom
kbilis jagrisTa umravlesoba icviTeba eqspluataciidan 3 Tvis Semdeg,
momxmareblebi maT cvlian saSualod mxolod weliwadSi erTxel.
kompania “Oral-B” _m momxmareblebs warudgina siaxle _ kbilis jagrisi
SuaSi lurji SeferilobiT, romelic fermkrTaldeba da SemdgomSi qreba
jagrisis gamoyenebis intensiurobis mixedviT. lurji saRebavis gaqroba
iZleva signals imis Sesaxeb, rom kbilis jagrisi uvargisia
gamoyenebisTvis da saWiroebs Secvlas.

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.

moTxovnilebis Secnobis erT-erT potenciur sargebels

warmoadgens iseTi sabazro segmentis gamovlena, romelTa survilebic ar
aris dakmayofilebuli (e.i. realur da sasurvel mdgomareobas Soris
garkveuli disbalansia). es faqtori kompaniebis winaSe saxavs axal
komerciul perspeqtivebs.

kompaniaSi Procter & Gamble aRmoaCines, rom haeris gamagrileblebi

bevri parametris mixedviT saWiroebda gaumjobesebas. kvlevebma aCvena,
rom momxmareblebi swrafad eCvevian surnels da ar SeuZliaT maTi atana
naxevari saaTis ganmavlobaSic ki. praqtikulad SeuZlebelic aris
oTaxSi surnelis Tanabari ganawilebis uzrunvelyofa. amavdroulad
momxmareblebi ukmayofilebas gamoTqvamdnen surnelis xelovnurobis
mimarTac. am situaciam Procter & Gamble-s ubiZga “Febreze Scentstories”-is
gamogonebisken. es aris CD _ fleerTan SeerTebuli mowyobiloba,
romelic yovel 30 wuTSi “ukravs” 5 sxvadasxva surnelidan erT-erTs. es
surnelebi originaluri saxelwodebebiT (“dasveneba hamakSi”, “sanapiroze
fexSiSvela seirnoba”) ifrqveva mowyobilobaSi CamontaJebuli pawawina
ventilatoris meSveobiT mTel oTaxSi. “aravis ar SemouTavazebia
CvenTvis “Scentstories”-is idea _ ganacxada kompaniis menejerma stiv
makgovanma _ magram sakmarisia gulisyuriT mivadevnoT Tvali Cvens
momxmareblebs, iolad SevityobT maTi survilebis Sesaxeb.”

gsurT Tqven kosmosSi gafrena? Tu asea _ Tqven srulebiTac ar

xarT martosuli. gamokiTxvis SedegebiT, kosmosuri mogzaurobiT
daintereseba gamoxates amerikelTa ~ 60% da iaponelTa ~ 70% _ ma.
momxmarebelTa kosmosiT dainteresebis kidev erTi maCvenebelia _ NASA-s
saitze 500 mln. adamianis stumroba marsze gafrenidan sami Tvis
ganmavlobaSi. am faqtebis gaTvaliswinebiT gasakviri ar unda iyos
42
investorTa mier uzarmazari finansuri resursebis Cadeba kosmosSi
komerciuli frenebis mosamzadeblad. cnobilma milionerebma _ denis
titom da mark Satlvortma 20 mln. dolari (TiToeulma) gadaixades
imisTvis, rom aesrulebinaT TavianTi ocneba _ kosmosSi gafrena.

daukmayofilebeli moTxovnilebebis da survilebis arseboba

dReisaTvis warmoadgens axali biznesis wamowyebis, xolo xval ki _
axali inovaciuri saqonlis Seqmnis baziss. im faqtis gaTvaliswinebiT,
Tu ra raodenobiT axali saqoneli Cndeba yovelwliurad savaWro
daxlebze, SeiZleba vivaraudoT, rom momxmareblebs aqvT imdeni
daukmayofilebeli moTxovnileba, romelTa Sesaxeb maT warmodgenac ki
ara aqvT. yovel wels bazarze gamodis asi aTasobiT axali produqti,
Tumca maTi mxolod 1 _ 2 % Tu aRwevs warmatebis zRvrul maCvenebels.
axali saqonlis danergvaze gaweuli marketinguli xarjebi xSirad
aWarbebs 50 mln. dolars. aqedan gamomdinare SegviZlia xmamaRla
ganvacxadoT, rom axali saqonlis SemuSaveba _ metad sarisko da
Sromatevadi saqmea.

axali saqonlis gamoCena _ moTxovnilebis Secnobis kidev erTi

wyaroa. am faqtorma udavod iTamaSa mniSvnelovani roli, roca firma
,,Reebok”-ma gamouSva laqis kedebi. am inovaciam Secvala mravali
Tineijeris warmodgena Tavisi fexsacmlis sasurvel mdgomareobaze.

momxmareblebis mier Tavisi realuri mdgomareobis aRqmis

cvlileba warmoadgens erT_erT meTods, romelTa gamoyenebac SeuZliaT
kompaniebs moTxovnis gasacnobiereblad.

ganvixiloT es personaluri kompiuterebis magaliTze. rodesac

momxmareblebs dausves kiTxva sakuTari kompiuterebis usafrTxoebis
Sesaxeb, Tu ramdenad iyo igi daculi internetis qselidan sxvadasxva
virusebis da hakerebis SemoWrisgan, daaxloebiT 3/4_ma upasuxa, rom maT
kompiuters aseTi safrTxe ar emuqreboda. Semdeg mkvlevarebi midiodnen
gamokiTxulTa saxlebSi da amowmebdnen maT kompiuterebs. saqme exeboda
virusul programebs, romlebic itvirTeba kompiuterSi misi mflobelis
Tanxmobis gareSe da axorcielebs qselis momxmareblis saqmianobis, misi
finansuri operaciebis, aseve parolebis Sesaxeb informaciis Sekrebas.

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.

amrigad, kompaniebi droulad unda reagirebdnen Tavisi

momxmareblis problemebze, raTa xelidan ar gauSvan konkurentuli
upiratesoba. amisaTvis TiToeuli kompania gaTviTcnobierebuli unda
iyos Tavisi momxmareblebis, maTi problemebis da problemaTa aRZvris
situaciaTa Sesaxeb.

***

situacia _ cifruli fleierebis bazarze realizebuli da

ararealizebuli SesaZleblobebi

ufro metad srulyofili axali saqonlis Seqmnam, romelsac

SeuZlia momxmarebelTa survilebis Secvla, SesaZloa xeli Seuwyos
moTxovnilebebis gacnobierebas. ase moxda swored, rodesac dRis
sinaTleze gamoCnda kompania Apple_is mier SemuSavebuli mp3_fleierebi,
rogoricaa “iPod”, avtomobilebisTvis gaTvaliswinebuli navigaciuri
sistemebiT aRWurvili televizorebi da a.S. es axali produqtebi, iseve
rogorc ukve cnobili saqonlis ganaxlebuli variantebi, warmatebulebi
aRmoCndnen imitom, rom momxmareblebs SesTavazes maTTvis sasurveli
upiratesobebi. am produqtebma Secvales maTi warmodgena sakuTari
sasurveli mdgomareobis Sesaxeb.

2001 wels kompania Apple _m bazarze gamoitana Tavisi mp3_fleieri

“iPod”. 2005 wlis ianvrisTvis “iPod”_is gasaRebis moculobam gadaaWarba
10 mln. cals da kompania Apple_m miiRo amerikuli bazris 65 %-iani wili.
mZafri konkurenciis gaTvaliswinebiT kompania Apple_m ganaxorciela rigi
RonisZiebebi, romlebic mimarTuli iyo bazarze sakuTari liderobis
44
gansamtkiceblad. man momxmareblebs warudgina “iPod”_is miniaturuli
versia mexsierebis naklebi moculobiT, magram ufro dabali fasiT.
kompania ver audioda SekveTebs. amasTan, man xelSekruleba gaaforma
iseT cnobil kompaniasTan, rogoricaa Hewlett-Packart (HP), xolo
saavtomobilo kompania BMW_m Tavisi avtomanqanebis mflobelebs
SesTavaza saavtomobilo audiosistemaSi “iPod”_is CamontaJebis
SesaZlebloba.

2003 wlidan kompania Apple_m warmoebaSi CauSva modeli “Tunes Music

Store”, romelsac SeeZlo musikis atvirTva 99 centad. male gasaRebis
moculobam gadaaWarba 100 mln. simReras. “cxadia, rom kompania Apple_m
daipyro musikaluri samyaro _ aRniSna erT-erTma analitikosma _ “iPod”
gaxda sakulto sagani, es gasaocari movlenaa”.

“iPod”_is warmatebam xeli Seuwyo Apple_s kompiuterebis gayidvas.

kompiuteruli xazis “iMac”_is gasaRebis moculoba praqtikulad
gasammagda. “iPod”_is aseTi Tavbrudamxvevi warmateba gaxda Apple_is
brendis maRali cnobadobis sawindari, romelic saTaveSi Caudga
msoflioSi yvelaze gavleniani brendebis sias, Caanacvla ra Google_is
poziciebi.

interesmoklebuli ar aris is faqti, rom am tipis pirveli

produqtis Semqmneli iyo ara Apple, aramed singapuruli kompania Creative.
man pirvelma warmoadgina cifruli fleieris sakuTari versia bazarze
“iPod”_is gamoCenidan daaxloebiT 2 wliT adre da miuxedavad imisa, rom
mas gaaCnda ufro didi mexsiereba da mZlavri akumulatori, xolo fasi
ki 30 % _iT dabali iyo “iPod”_is fasTan SedarebiT, kompania Creative_is
wili 2001_2003 wlebSi Semcirda 31 %_dan 17 %_mde (Apple im dros
flobda bazris wilis 54%_s).

ra iyo amis mizezi?

kompania Creative_is damfuZnebelma da generalurma direqtorma

aRniSna: “Cven viyaviT pirvelebi, magram Apple_s ufro meti fuli
aRmoaCnda. maT saxeli gaiTqves.”

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.

saqonelze informaciis Ziebis procesi

momxmareblebis problemaTa gadaWrasTan dakavSirebuli

sainformacio Zieba aris yidvis Sesaxeb gadawyvetilebis miRebis
procesis meore etapi. igi SeiZleba ganvixiloT, rogorc mexsierebaSi
Senaxuli codnis motivirebuli gaaqtiureba an informaciis SeZena gare
garemodan.

moTxovnilebis gacnobiereba TavisTavad ar gulisxmobs

momxmareblis mier yidvis gadawyvetilebis procesze aucilebel
gadasvlas. es damokidebulia moTxovnilebis saWiroebis xarisxze da
misi dakmayofilebis SesaZleblobebze. mag, bevr momxmarebels surs
hyavdes ZviradRirebuli avtomobilebi, magram am survilis
asasruleblad saWiroa sakmaod didi finansebi.

informaciis Sida da gare Zieba

informaciis Zieba xorcieldeba sxvadasxvanairad: magaliTad,

myidveli ubralod mometebul yuradRebas iCens im cnobebisadmi,
romlebic exeba misTvis saintereso sagans. Ziebis intensiuroba
damokidebulia survilis siRrmeze, amosavali informaciis moculobaze,
damatebiTi cnobebis miRebis simartiveze da aseve im siamovnebaze,
romelic miiReba TviT Ziebis procesSi. Ziebis intensiuroba, Cveulebriv,
izrdeba, Tu aRiZvreba kompleqsuri problemebis gadaWris aucilebloba.

moTxovnilebis Secnobis Semdeg Tavidan momxmarebli iwyebs

informaciis Sida Ziebas. igi mimarTavs Tavis grZelvadian mexsierebas. Tu
Ziebis Sedegad miRebuli informacia sakmarisia moqmedebaTa
damakmayofilebeli msvlelobis uzrunvelsayofad, gare Zieba, cxadia,

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

Sida Zieba sakmarisia?

gare Zieba
SeZena

nax. 1. informaciis Sida da gare Ziebis procesi

codnis donem SeiZleba moaxdinos rogorc Semaferxebeli, ise

mastimulirebeli zemoqmedeba Ziebis procesSi momxmareblis qcevaze. is
momxmarebels saSualebas aZlevs metad daeyrdnos Sida Ziebas, riTac
Seamcirebs moTxovnilebas yidviswinare Ziebaze. amitom codna an
yidviswinare gamocdileba xSirad ewinaaRmdegebian gare Ziebas.

wina nayidobiT dakmayofilebis xarisxic aseve ganapirobebs Ziebis

saxis SerCevas. Tu momxmarebeli kmayofilia yidvis wina aqtiT, maSin
Sida Zieba SesaZloa aRmoCndes sakmarisi.

Sida Zieba damokidebulia aseve arsebuli codnis aRdgenis

unarzec. yovelTvis ar aris SesaZlebebli Cvens mexsierebaSi Senaxuli
codnis gaaqtiureba maSin, roca es Cven gvWirdeba, miT ufro, Tu am

47
informaciis gamoyenebis saWiroeba didi xnis ganmavlobaSi ar damdgara
dRis wesrigSi.

Tu Sida Ziebam ar mogvca sasurveli Sedegi, momxmarebeli iwyebs

damatebiTi informaciis mokvlevas gare stimulebidan. gare Ziebas,
romelic aris yidvis Sesaxeb gadawyvetilebis procesis katalizatori,
ewodeba yidviswinare Zieba.

gare Ziebis es tipi gansxvavdeba e.w. uwyveti Ziebisagan, romlis

drosac informaciis Segroveba xdeba regularulad, damoukideblad
yidvis survilisa mocemul momentSi. mag, saavtomobilo Jurnalebis
xelmomwerebi CarTulni arian uwyvet ZiebaSi. igive Jurnalebis gamoyeneba
SeiZleba yidviswinare ZiebisTvisac, oRond mxolod im SemTxvevaSi, Tu
momxmarebelma miiRo avtomobilis yidvis gadawyvetileba. uwyveti Ziebis
procesSi CarTuloba ki momxmareblebs SesaZloa garkveul siamovnebasac
aniWebdes. isini savaWro centrebSi zogjer ubralod daseirnoben yidvis
konkretuli miznis gareSe _ gasarTobad an drois gasatareblad.

yidviswinare Ziebis ZiriTadi motivia _ saukeTeso arCevanis

gakeTebis survili. uwyveti Zieba SesaZloa motivirebuli iyos
sainformacio bazis Seqmnis surviliT da misi gamoyenebis
SesaZleblobiT momavalSi yidvis gadawyvetilebis miRebisas.

gare Zieba, iseve rogorc Sida Zieba, damokidebulia momxmarebelTa

codnaze. varaudi imis Sesaxeb, rom ramdenadac naklebi viciT, miT ufro
farTo iqneba Cveni Ziebis masStabebi, yovelTvis ar aris realobis
adekvaturi. sinamdvileSi im adamianTa saZiebo Zalisxmeva, romelTac
SezRuduli codna aqvT, ufro dabalia, vidre informirebuli
momxmareblebisa.

rasTan aris es dakavSirebuli?

arainformirebul adamianebs namdvilad ufro metad esaWiroebaT

informacia, magram naklebad aqvT nayofieri Ziebis ganxorcielebis
unari. isini ar floben winaswar codnas imis Sesaxeb, Tu rogor unda
mimarTon saZiebo Zalisxmeva saWiro mimarTulebiT da srulfasovnad
Seafason miRebuli informacia. informirebuli adamianebi ki floben im

48
codnas, romelic aucilebelia gaazrebuli da produqtiuli Ziebis
gansaxorcieleblad, amitom maTi saZiebo Zalisxmeva ufro masStaburi
iqneba, vidre naklebad informirebuli momxmareblebisa.

sainformacio wyaroebi

momxmareblebi informacias iReben ramdenime wyarodan:

 piradi kontaqtebi _ ojaxi, megobrebi, mezoblebi, nacnobebi;

 komerciuli wyaroebi _ reklama, gamyidvelebi, Suamavlebi, SefuTva,
gamofenebi;
 yvelasTvis xelmisawvdomi wyaroebi _ masobrivi informaciis
saSualebebi, samomxmareblo reitingebis ganmsazRvreli
organizaciebi, interneti;
 empiriuli wyaroebi _ saqonlis daTvaliereba, Seswavla an
gamoyeneba.
informaciis am wyaroebis gavlenis xarisxi damokidebulia rogorc
produqtze, aseve myidvelzec. rogorc wesi, momxmarebeli saqonlis
Sesaxeb informacias Rebulobs komerciuli wyaroebidan, romlebsac
marTaven marketologebi, magram myidvelze yvelaze efeqturad moqmedebs
piradi wyaroebidan miRebuli informacia. maTi gavlena gansakuTrebiT
Zlieria momsaxurebis SerCevaze. komerciuli wyaroebi, Cveulebriv,
axdenen momxmarebelTa informirebas, xolo piradi wyaroebi ki _
informacias aniWeben aucilebel wonas da aZleven mas Sefasebas.
magaliTad, eqimebi axali wamlebis Sesaxeb umravles SemTxvevaSi
gebuloben komerciuli wyaroebidan, xolo miRebuli informaciis
SefasebisTvis ki mimarTaven TavianT kolegebs.

ar aris gasakviri, rom momxmareblebi metad eyrdnobian

axloblebis azrs, vidre im wyaroebs, romlebic dainteresebulni arian
maTi qceviT. reklamis an gamyidvelisgan gansxvavebiT, kolega an
megobari, Cveulebriv, aranair sazRaurs ar iRebs da arc arafers
kargavs Tqveni arCevaniT. komerciuli organizaciebis mier
kontrolirebadi wyaroebidan miRebul informaciebs ki momxmareblebi
sakmao undoblobiT ekidebian, Tumca ki _ usmenen.

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 %).

kvlevebma aCvenes, rom dReisaTvis momxmareblebi informaciebs

sxvadasxva sasaqonlo kategoriis Sesaxeb aqtiurad eZeben internetSi
forumebis da gancxadebaTa dafebis meSveobiT, vidre kompaniaTa
oficialur saitebze.

fiqrobT Svebulebaze? midixarT sxva qalaqSi an qveyanaSi

mivlenebiT? gWirdebaT TviTmfrinavis bileTis an sastumros nomris
dajavSna? _ am sakiTxebis gadasawyvetad momxmareblebi sul ufro
xSirad mimarTaven internets. Tu Cven davusvamT kiTxvas momxmarebelTa
qcevis eqspertebs, Tu ra movlenam iqonia didi gavlena momxmarebelTa
qcevaze ukanasknel periodSi, maTi didi nawili daasaxelebs internets.
20 wlis win adamianTa umravlesobas arc ki smenodaT misi arsebobis
Sesaxeb. 1995 wlis ivlisSi Amazon.com-ma Tavisi pirveli wigni gayida
internet_qselSi.

Disney Online_is kvlevis SedegebiT, interneti aRmoCnda informaciis

wyaro, romliTac pirvel rigSi sargebloben mSoblebi. rogorc Disney
Online_is kvleviTi jgufis vice-prezidentma aRniSna: “rodesac Cven
pirvelad miviReT gadawyvetileba Tavisufali drois onlainiT dagegmvis
SesaZleblobis Seqmnis Sesaxeb, fokus-jgufebSi monawile mSoblebi
ambobdnen: “CvenTvis warmoudgenelia aseTi seriozuli gadawyvetilebis
miReba realuri adamianis monawileobis gareSe”. axla ki isini gegmaven,
ukveTaven da ixdian Disney World –Si dasvenebisTvis agentTan urTierTobis
gareSec. es aris udidesi cvlileba qcevaSi ! “

erT-erTi mTavari mizezi, riTac aseTi zegavlena moaxdina

internetma momxmarebelTa qcevaze, aris maTTvis Ziebis martivi da
efeqtiani saSualebebis SeTavazeba. mausis ramdenime daklikebiT Cven
mivqrivarT ukidegano sainformacio sivrceSi. teqnologiebma Seamsubuqes
adamianTa cxovreba, aiRes ra sakuTar Tavze maTi samuSaos nawili.

50
 interesmoklebuli ar aris is statistikuri faqtebi, romlebic
adastureben internetis SemoWris masStabebs adamianTa yofierebaSi:

 ingliselTa 95% aRniSnavs, rom internets, rogorc informaciis

wyaros iyeneben avtomobilebis an dilerebis SerCevisas;
 saxlis myidvelTa 60% aseve eZebs sasurvel informaciebs
internetSi;
 yovelTviurad 50 mln-ze meti adamiani stumrobs saits _
Shopping.com, sadac ganTavsebulia im produqciis SedarebiTi
fasebi, romlebsac gvTavazoben sxvadasxva saitebi;
 “realur” maRaziebSi SenaZenis 40-50% aris internetSi winaswari
Ziebis Sedegi;
 amerikeli mSoblebis 94% informaciis wyarod iyenebs internets.
ufro metic, isini metad endobian mas, vidre satelevizio, radio-
da Jurnal-gazeTebSi ganTavsebul reklamebs;

romeli saZiebo sistemaa yvelaze popularuli? WebSide-Story_is

monacemebiT, romelic ikvlevs internetis qsels, es aris Google.
rodesac momxmareblebi Ziebis velSi weren misTvis saintereso sityvas an
frazas, xdeba ramodenime gverdis CamoSla, romelic Seicavs sxvadasxva
saitze miniSnebas maTi dasaxelebiT da aRweriT. amasTan, momxmarebelTa
mxolod 7% aTvalierebs Ziebis Sedegebis 2 furcelze mets, es ki imaze
migvaniSnebs, rom informacia, romelic ver moxvda I da II gverdebze,
naklebad iqneba wakiTxuli. amitom kompaniebi dainteresebulni arian
Ziebis SedegebSi Tavisi informaciis ganTavsebiT da Zalian xSirad isini
ixdian amisTvis saWiro Tanxas.

saZiebo sistemaTa marketingi aris zrdadi dargi Tavisi sakuTari

savaWro organizaciebiT, rogoricaa Searh Engine Marketing Professional
Ortganization (SEMPO).

MmomxmarebelTa mosazidad mniSvnelovania ara mxolod saitis

mdebareoba siebSi, aramed isic, Tu ra weria masSi. momxmareblebi
naklebad kiTxuloben dasaxelebebs, romlebic maTi azriT uintereso da

51
aramimzidvelia. isini mausiT aklikeben mxolod im miTiTebebs, romelTa
saTaurebic ufro saintereso, STambeWdavi da Ziebis miznebis Sesatyvisia.

momxmareblebi, romlebic xvdebian raime gverdze, svamen kiTxvas:

“aris am gverdze is informacia, romelsac me veZeb?” Tu aseTi
informacia ar aris, isini erTi daklikebiT klaviSze _ “ukan” agrZeleben
Semdgom Ziebas.

momxmareblebi internets iyeneben ufro farTo miznebiTac, vidre

saqonlis Sesaxeb informaciis Ziebaa.

 iciT Tu ara Tqven, romeli sityva gvxvdeba yvelaze

xSirad ZiebaSi? ar daijerebT da es aris _
horoskopi;
 romel cnobil saxeebs eZeben yvelaze xSirad?
2004 wels es iyo britni spirsi da peris hiltoni;
momxmareblebi xSirad eZeben agreTve janmrTelobasTan
dakavSirebul informaciebs. amasTan maTi 2/3 Ziebas iwyebs ara
“saukeTeso” saitis gasarkvevad, aramed saitebis erTmaneTTan
Sesadareblad, raTa gaigos romeli informacia meordeba yvelaze xSirad
saitebze. es faqti ganamtkicebs maT rwmenas informaciis koreqturobaSi.

sainformacio Ziebis parametrebi

sainformacio Ziebis procesze gavlenis mosaxdenad marketologs

unda SeeZlos am procesis aRwera, modelireba da prognizireba.
sainformacio Ziebis procesi xasiaTdeba 3 parametriT:

1. Ziebis masStabi, anu misi moculoba;

2. Ziebis mimarTuleba, anu misi Sinaarsi;

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:

_ ramdeni marka aris ganxiluli?

_ ramdeni maRazia moinaxula an dareka iq momxmarebelma?

_ produqtis ramdeni maCvenebelia gaanalizebuli?

_ ramdeni informaciis wyaroa gamoyenebuli?

_ ramdeni droa daxarjuli Ziebaze?

Ziebis masStabebi pirdapir kavSirSia samomxmareblo

gadawyvetilebis miRebis procesis tipTan.

Ziebis xasiaTi gadawyvetilebis miRebis procesi

gafarToebuli SezRuduli Cveulebrivi

1. markebis ricxvi bevri naklebi erTi

2. maRaziebis ricxvi bevri naklebi ucnobia

3. maCveneblebis ricxvi bevri naklebi erTi

4. informaciis gare wyaroebis bevri naklebi arc erTi

ricxvi

5. dro bevri naklebi minimumi

Ziebis didi masStabi gulisxmobs problemis gadaWris xangrZliv

process. momxmarebels SeuZlia ganixilos ramdenime marka, moinaxulos
ramdenime maRazia, rCeva hkiTxos megobrebs da a.S. meore ukiduresobas
warmoadgens gadawyvetilebis miRebis Cveulebrivi procesi. aq
momxmarebeli Ziebaze xarjavs minimalur dros da ganixilavs mxolod
erT markas (romelic SeiZina wina jerze) da produqtis erT maCvenebels,

53
informaciis sxva wyaroebis ignorirebulia, Tumca maRaziebis ricxvi
SeiZleba iyos sxvadasxva. Zieba problemis SezRuduli gadaWris
procesSi moiazreba am or ukiduresobas Soris.

sxvadasxva momxmareblisTvis damaxasiaTebelia erTi da igive

produqtis Ziebis sxvadasxva masStabi. amdenad, am kriteriumis mixedviT
SesaZlebelia momxmarebelTa segmentaciac, raTa mxari davuWiroT maT
saZiebo Zalisxmevas. gare sainformacio Ziebisken midrekili
momxmareblebisTvis aucilebelia reklamis da maRaziisSida informaciis
SeTavazeba. im momxmarebelTa yuradRebis misaqcevad ki, romlebic
eyrdnobian Sida sainformacio Ziebas, unda gamoviyenoT saqonlis ufaso
nimuSebi da fasdaklebebi.

Ziebis mimarTuleba, anu misi Sinaarsi aranakleb mniSvnelovania,

vidre Ziebis masStabebi. Ziebis mimarTulebas gansazRvravs pasuxebi
Semdeg kiTxvebze:

_ romeli markebi ganixileboda?

_ romeli maRaziebi moinaxula momxmarebelma?

_ produqtis romeli maCveneblebi ganixileboda?

_ informaciis romeli wyaroebi gamoiyeneboda?

rogorc ki momxmareblebi gaacnobiereben moTxovnilebas, isini

ufro yuradRebiT ismenen da kiTxuloben im sareklamo informaciebs,
romlebsac iqamde ignorirebas ukeTebdnen. sakmaod rTulia reklamis
efeqtis dadgena gamokiTxvebis meSveobiT. adamianebi reklamidan,
Cveulebriv, imaxsovreben arc Tu ise bevr informacias iqamde, sanam isini
ar miiReben yidvis Sesaxeb gadawyvetilebas. ufro mkafio Sedegebi
SeiZleba mogvces eqsperimentma, magaliTad, or sxvadasxva bazarze
gayidvebis Sedarebam, rodesac reklamis gamoyeneba xdeba mxolod erT
bazarze. es eqsperimenti Zviria da moiTxovs specialur meTodikas.
miuxedavad amisa, mravali kompania iyenebs Tavis praqtikaSi am uaRresad
efeqtian meTods.

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.

saqonlis SefuTvaze arsebuli informaciac aris analogiuri

funqciis matarebeli. saSualod, momxmarebelTa 1/3 yovelTvis
kiTxulobs informacias produqtis ingredientebis an misi sasargeblo
Tvisebebis Sesaxeb, Tumca es ricxvi araerTgvarovania momxmarebelTa
sxvadasxva jgufisTvis. qalebi ufro xSirad, vidre mamakacebi, xolo
xandazmulebi _ ufro xSirad, vidre axalgazrdebi aqceven yuradRebas
etikets. iarliyebi sasursaTo saqonelze gansakuTrebiT mniSvnelovania
produqtis Sesaxeb pirveli STabeWdilebis misaRebad. momxmarebelTa
TiTqmis 80% adasturebs, rom produqtis pirveladi SeZenisas isini
yovelTvis an zogjer mainc kiTxuloben iarliyebze ganTavsebul
informacias, bevri maTgani ki yidulobs swored am informaciis
zegavleniT.

sainformacio Ziebis mimarTulebaze Tavis gavlenas axdens

masmediac, gansakuTrebiT, Tu produqtis Sesaxeb informacia negatiuria.
myidvelis socialuri garemoc aseve moqmedebs Ziebis momarTulebis
formirebaze.

situacia: magaliTad, skolis damTavrebis Semdeg qeTim

mtkiced gadawyvita kvalificiuri ganaTlebis miReba, magram igi ar aris
myarad darwmunebuli Tavis arCevanSi. misma megobarma gogonam, romelmac
masze 1 wliT adre daamTavra skola da Caabara adgilobriv
universitetSi, mas sakmaod didi informacia miawoda am universitetis
Sesaxeb. qeTis sxva universitetebis Sesaxeb bevrad naklebi informacia

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.

sxva saxis gadawyvetilebebis misaRebad, rogoricaa, magaliTad,

kvebis produqtebis SerCeva, aseTi nakrebis Sedgena SedarebiT iolia.
momxmarebelma SesaZloa ubralod gadawyvitos sakuTari nakrebis
SezRudva im saqonliT, romlebic iyideba masTan axlomdebare maRaziebSi.
momxmareblebma unda gansazRvron ara mxolod Ziebis nakrebi, aramed
unda gadawyviton Tu risi codna sWirdebaT TiToeuli variantis Sesaxeb.
ra informacia iqneba mniSvnelovani qeTisTvis ganaTlebis gagrZelebis
gadawyvetilebis misaRebad?

aseTi kiTxvebi dausves studentebs, romlebic informaciis

misaRebad aTvalierebdnen kolejebis saitebs. gasakviri araa, rom
maTTvis yvelaze mniSvnelovani maxasiaTeblebis siaSi I adgilze
aRmoCnda:

 specialobebi da sagnebi _ 69%;

 informacia gadasaxadebis Sesaxeb _ 63%;
 saswavlo programebi _ 62%;
 finansuri mxardaWeris programebi _ 56%;
 informaciebis fostiT miRebis SesaZlebloba _ 54%;
 informacia sacxovrebeli binis SeTavazebis Sesaxeb _ 53%;
 finansuri daxmarebis gamoyofis wesi _ 49%;
 informacia studenturi qalaqis Sesaxeb _ 41%;

56
  onlain-registracia _ 36%;
 informacia fakultetebis Sesaxeb _ 15%;

Ziebis Tanamimdevruloba niSnavs saZiebo saqmianobis xasiaTs.

marketologebisTvis mniSvnelovania, Tu ra rigiTobiT moipoveben
momxmareblebi informacias produqtis Tvisebebis Sesaxeb.

markis Ziebis Tanamimdevroba gulisxmobs markebis gadarCevas.

xdeba TiToeuli markis Sefaseba misi sxvadasxva maCveneblis mixedviT,
ris Semdegac xdeba sxva markebis ganxilvac.

maCveneblis Ziebis Tanamimdevruloba _ es aris markis Sesaxeb

informaciis miReba misi maCveneblebis mixedviT. magaliTad, kompiuteris
yidvisas momxmarebeli jer uyurebs kompiuteris fasebs da SearCevs ra
misTvis misaRebi fasis modelebs, axdens maT Tanamimdevrul Sefasebas
siCqaris an simZlavris maCveneblis mixedviT.

Ziebis Tanamimdevrulobas gansazRvravs pasuxebi Semdeg kiTxvebze:

_ ra rigiTobiT ganixileba markebi?

_ ra rigiTobiT moinaxula momxmarebelma maRaziebi?

_ ra rigiTobiT damuSavda informacia produqtis maCveneblebis

mixedviT?

_ ra rigiTobiT gamoiyeneboda informaciis wyaroebi?

Ziebis determinantebi

Ziebis procesze gavlenas axdens situaciis, produqtis, sacalo

garemos da TviT momxmareblis maxasiaTeblebi.

57
 situaciuri determinantebi

momxmareblis qcevis formirebaSi did rols TamaSobs

sainformacio garemo. TviT informaciis wardgenis formatmac ki
SesaZloa Secvalos Ziebis xasiaTi, rasac adasturebs is faqti, rom
momxmareblebi fasis Sesaxeb informaciis misaRebad aTvalierebes ara
safasars, aramed prais-furclebs.

drois wnexi _ esec situaciuri gavlenis erT-erTi faqtoria. Tu

adamians zafxulSi uecrad ufuWdeba produqtebiT savse macivari, igi ar
daiwyebs auCqarebel da farTo sainformacio Ziebas.

produqtis determinantebi

sainformacio Ziebis procesze SesaZloa gavlena moaxdinos

saZiebo produqtis Taviseburebebma. didi mniSvneloba aqvs nawarmis
diferenciaciis xarisxs. Tu momxmarebels miaCnia, rom yvela marka
erTnairia, maSin aranairi sargebeli ar aris gare ZiebaSi, magram
rogorc ki igi daiwyebs savaWro markebis gansxvavebas, matulobs.
potenciuri sargebeli Ziebisgan.

kidev erTi faqtori _ es aris produqtis fasi. SedarebiT maRali

fasi qmnis yidvis dros finansuri riskis maRal saSiSroebas, rasac,
Tavis mxriv, mivyavarT Semdgomi sainformacio Ziebisken.

Ziebaze SesaZloa gavlena moaxdinos sasaqonlo kategoriis

stabilurobamac. gamocdili momxmareblebi metad eyrdnobian sakuTar
codnas iseT sasaqonlo kategoriaze, romlebic naklebad icvlebian
droSi (Saqari, marili, rZe, sigareti da a.S.) da piriqiT, arastabiluri
kategoriebi, romlebic xasiaTdebian xSiri inovaciebiT an fasTa
cvlilebiT (personaluri kompiuterebi, eleqtronuli TamaSebi)
momxmareblisgan moiTxoven misi codnis “ganaxlebas” Ziebis saSualebiT.

Cven miveCvieT, rom informaciis miReba gulisxmobs mxedvelobiTi

(mag, informaciis kiTxva saqonlis etiketebze an Zieba internetSi) da
bgeriTi (mag, rodesac Cven vesaubrebiT gamyidvels an vusmenT sareklamo

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.

momsaxurebis sferoSi riskis aRqmis gamokvlevebma aCvena, rom

momxmareblebi acnobiereben momsaxurebis cvalebad bunebas da,
maSasadame, misi SeZena ufro sariskoa, vidre saqonlis. es imitom, rom
momsaxurebis miRebisas ganusazRvrelobis xarisxi bevrad maRalia, vidre
saqonlis yidvisas, da Sesabamisad, ufro maRalia SesaZlebeli
fsiqologiuri, finansuri, agreTve drois danakargebic.

momsaxurebis iseTi maxasiaTeblebi, rogoricaa, araxelSesaxeboba,

warmoeba-moxmarebis uwyveti urTierTkavSiri, Senaxvis SeuZlebloba
(“malfuWebadoba”) – aZlierebs yidvis riskis faqtors. amasTan,
istoriulad, momsaxurebis gayidvas arasdros ar axlda Tan raime
garantiebi(saqonlisgan gansxvavebiT). magaliTad, wundebuli televizori
SeiZleba davubrunoT mwarmoebels, magram rogor davabrunebT Tmis cud
SeWras?, arasworad Catarebul mkurnalobas? da a.S.

momsaxurebis riskis Sesamcireblad momxmarebelma

informaciisTvis SeiZleba mimarTos sxvadasxva wyaroebs. kvlevebma
gviCvena, rom momsaxurebis yidvis Sesaxeb gadawyvetilebis misaRebad
momxmareblebi, rogorc wesi, eyrdnobian upiratesad informaciis pirad
wyaroebs.

sacalo garemos determinantebi

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.

maRaziebis msgavseba _ esec gavlenis wyaroa. Ziebis albaToba

metia, rodesac momxmarebeli grZnobs maT Soris sxvaobas, miT ufro,
rodesac SeTavazebuli saqonlis fasebi an asortimenti mniSvnelovnad
gansxvavebulia.

momxmarebelTan dakavSirebuli determinantebi

momxmareblis maxasiaTeblebi mniSvnelovnad gansazRvraven mis

qcevas sainformacio Ziebis procesSi.

didi mniSvneloba aqvs codnis marags, romelmac SesaZloa

gaaxangrZlivos Zieba, umTavresad xelaxla miRebuli informaciis ufro
efeqturad gamoyenebis mizniT. magaliTad, 50 wlis momxmarebels gaaCnia
sxvadasxva sasaqonlo kategoriebTan urTierTobis ufro meti
gamocdileba, Tumca man sakuTari codna SesaZloa miiCnios arasakmarisad
im saqonelTan mimarTebaSi, romelTa yidvis momentidan sakmaod didi
droa gasuli. albaToba imisa, rom mniSvnelovani cvlilebebi moxdeboda
saqonlis fasebSi da mis maxasiaTeblebSi, an savaWro daxlebze
gamoCndeboda axali brendebi axali teqnologiebiT, aris sakmaod didi.
aseT SemTxvevebSi ki saWiro xdeba garkveuli doziT gare Ziebis Catareba
arsebuli codnis adekvaturobis Sesafaseblad.

rodesac momxmarebeli myarad aris darwmunebuli Tavis unarSi

kvalificiurad Seafasos nawarmi, igi iTvisebs met informacias.
momxmareblebma, romelTac gaaCniaT naklebi codna an mocemul produqts
yiduloben pirvelad, SeasaZloa Tavi igrZnon arakompetenturad
seriozuli Ziebisa da analizisTvis. bevri maTgani, vinc pirvelad
yidulobs saojaxo teqnikas, rCevas ekiTxeba im maRaziis gamyidvels,
romelsac isini endobian. zomierad informirebuli momxmareblebi

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.

Zieba damokidebulia aseve produqtiT momxmareblis dainteresebis

donezec. Tu maRaziis Taroebze gamoCenili axali produqti SedarebiT
iafia, maSin momxmarebeli miRebs yvelaze martiv gadawyvetilebas _
,,viyidi da gavsinjav”.

qceva Ziebis procesSi, iseve rogorc yidvis procesSi,

damokidebulia momxmareblis azrebsa da damokidebulebebze. bevri
momxmareblisTvis sayidlebze siaruli usiamovno da damRleli
valdebulebaa da amitom cdiloben misi masStabebis Semcirebas.
bevrisTvis ki igi mxolod da mxolod dadebiTi azartia da rac met
siamovnebas aniWebs momxmarebels Sopingi, miT met dros xarjavs igi
Ziebaze.

ganmeorebiTi yidvis SemTxvevaSi wina arCevaniT dakmayofilebis

xarisxi gansazRvravs moTxovnilebas igive produqtis Ziebaze. Tu wina
arCevani iyo damakmayofilebeli, maSin motivacia ZiebisTvis sustia. Tu
arCevani warumatebeli iyo an momxmarebelma pirvelad unda SeiZinos
mocemuli saqoneli, maSin igi iwyebs sainformacio Ziebas.

kvlevebma gviCvenes, rom Zieba SeiZleba dakavSirebuli iyos

zogierT demografiul maCveneblebTan. asaki zogjer uaryofidad
moqmedebs sainformacio Ziebaze. xandazmuli momxmareblebi ufro
erTgulni arian nacnobi markebisa, vidre axalgazrdebi.
maRalSemosavliani momxmareblebi nakleb dros uTmoben Ziebas (motivi _
,,dro _ fulia”), vidre dabalSemosavlianebi.

samomxmareblo Ziebis procesebis analizs didi mniSvneloba aqvs

kompaniebisTvis faswarmoqmnis da gasaRebis stimulirebis marketinguli
strategiebis SemuSavebaSi.

samomxmareblo Ziebis mniSvneloba

61
 kompaniebisTvis metad mniSvnelovania im informaciis analizi, Tu
rogor axdenen momxmareblebi yidviswinare sainformacio Ziebas.

pasuxs kiTxvaze, Tu ramdenad aqtiuri unda iyos samomxmareblo

Zieba, gansazRvravs konkretuli garemoeba da samomxmareblo
gadawyvetilebis sirTule. yidvis gadawyvetilebis misaRebad
momxmareblebi zogjer uzarmazar dros uTmoben sainformacio Ziebas.

aviRoT, magaliTad, saxlis yidva. rodesac adamiani Rebulobs

axali saxlis yidvis gadawyvetilebas, ramdenime Tvis ganmavlobaSi igi
swavlobs uZravi qonebis bazars. agentis daxmarebiT adgens im saxlebis
sias, romlebic pasuxoben misTvis mniSvnelovan kriteriumebs
(adgilmdebareoba, fasi, sidide da a.S.). ramdenime kviris ganmavlobaSi
aTvalierebs SemoTavazebul variantebs, sabolood ki, SesaZloa, didi
enTuziazmis gareSe gadawyvitos axali saxlis aSeneba. msgavsi
gamocdilebis mqone bevri adamianisagan mas gagonili eqneboda, Tu
ramdenad mtanjvelia es procesi. igi gaacnobierebs, rom es arCevani
dakavSirebulia uamravi unikaluri gadawyvetilebis miRebasTan:

o saWiroa Tu ara arqiteqtoris mowveva individualuri proeqtis

Sesaqmnelad Tu ukeTesia samSeneblo firmis moZebna, romelic
SemogvTavazebs sxvadasxva adaptirebul proeqtebs?
o erTma brigadam unda Seasrulos yvela samuSao, Tu sxvadasxva tipis
samuSaoebi ganaxorcielon Sesabamisi profilis adamianebma?
o ra cvlilebebis Setanaa proeqtSi SesaZlebeli? mSeneblebi
gvTavazoben saxlis mowyobis sxvadasxva variantebs da a.S.
sabednierod, mravali samomxmareblo gadawyvetilebis miReba
xdeba ufro martivad, vidre es saxlis SeZenaa. gaixseneT sasursaTo
maRaziaSi Tqveni ukanaskneli viziti. Tu Tqveni qceva aris momxmarebelTa
didi umravlesobis qcevis analogiuri, Tqven gadawyvetilebis misaRebad
dagWirdebaT wamebi! momxmareblebi ar gamoirCevian didi moTminebiT.

kompania Campbell Soup_is vice-prezidentis _ entoni adamsis

sityvebiT: “daaxloebiT 45 wamiani fiqris Semdeg momxmareblebi ubralod
uars amboben SeZenaze. kidev ufro naklebi dro sWirdeba
gadawyvetilebis misaRebad momxmarebels, romelic ukve dgas misTvis

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.

kidev erTi sargebeli _ es aris safaso politikaSi ufro

zomieri gadawyvetilebebi. kompaniebs ainteresebT, Tu ra fasi unda
daadon sakuTar produqcias imisTvis, rom miiRon maqsimaluri mogeba.
sakuTari fasebis SemuSavebisas maT aseve unda icodnen konkurentebis
mier dawesebuli fasebi. im faqtis gaTvaliswinebiT, Tu ramdenad
mniSvnelovania Ziebis procesSi momxmareblebisTvis fasi, kompanias
SeuZlia ukeTesad Seafasos momxmarebelTa mgrZnobeloba am komponentis
mimarT.

samomxmareblo Ziebas didi mniSvneloba aqvs agreTve saqonlis

win wawevis strategiebis SerCevisTvis. idealuri gaTvliT, firmam Tavisi
Zalisxmevis koncentrireba unda moaxdinos im sferoebze, romlebic
yvelaze metad ainteresebT miznobriv momxmareblebs Ziebis procesSi.
kompaniebi metad iqnebian darwmunebulni sareklamo politikaSi Cadebuli
investiciebis momgebianobaSi, Tu isini warmoadgenen gadawyvetilebis
miRebisas momxmarebelTa mier gamoyenebuli informaciis mniSvnelovan
wyaros. magram es investiciebi aRmoCndeba fuWad daxarjuli, roca
momxmareblebi arCevans akeTeben konkretulad Sida Ziebaze.

zogjer informaciis mniSvnelovan wyaros warmoadgenen Cvens

garSemo myofi adamianebi. farmacevtis azri samkurnalo preparatis
efeqturobis Sesaxeb xSirad axdens gavlenas myidvelis arCevanze.
sasargeblo SeiZleba aRmoCndes megobarTa azri, miT ufro Tu isini ukve
icnoben mocemul sasaqonlo kategorias an markas. saqonlis win
wawevisTvis fokusireba unda movaxdinoT da movipovoT im adamianTa
keTilganwyoba, romelTac gaaCniaT informaciis kompetenturi wyaros
reputacia.

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.

yovelTvis, rodesac kompaniebi aRmoaCenen, rom Ziebis konkretuli

tipi zrdis maTi produqciis gayidvis Sanss, maT winaSe Cndeba meti
klientis mozidvis SesaniSnavi perspeqtiva. am miznis miRwevis erT-erTi
xerxia im momxmarebelTa saZiebo qcevis analizi, romelTac SeiZines
kompaniis saqoneli. SeiZleba respodentebis klasifikacia sxvadasxva
saZiebo segmentebad maT mier Catarebuli Ziebis xasiaTidan gamomdinare.
SeiZleba agreTve TiToeul saZiebo segmentSi im momxmarebelTa wilis
gansazRvra, romlebmac SearCies kompaniis marka. Semdeg ki xdeba
Semowmeba, mniSvnelovnad gansxvavdeba Tu ara es wili sxvadasxva saZiebo
segmentebSi.

ganvixiloT saZiebo qcevis magaliTi: davuSvaT, kompaniam

aRmoaCina, rom momxmareblebi, romlebmac Ziebis procesSi konsultacia
gaiares farmacevtTan, ufro metad yidulobdnen kompaniis saqonels
(magaliTad, am saZiebo segmentis 35% gaxda kompaniis produqciis
myidveli), vidre isini, visac ar gamouyenebia informaciis es wyaro
(magaliTad, mocemuli segmentis mxolod 10% iyida kompaniis produqti).
Tu es realuri faqtebia, maSin kompaniis interesebSi Sedis iseTi saZiebo
qmedebebis waxaliseba, rogoricaa sareklamo gancxadebebSi farmacevtTan
momxmarebelTa konsultaciis faqtis warmoCena da misTvis dadebiTi,
pozitiuri elferis micema.

am gadawyvetilebis efeqtianobas ki gviCvenebs momavali _

gadaixreba Tu ara momxmarebelTa keTilganwyobis saswori
reklamirebuli markis sasargeblod.

64
 yidvis Sesaxeb gadawyvetilebis variantebis
SerCeva da Sefaseba

sainformacio Ziebis Sedegebis mixedviT momxmarebeli afasebs

yidvis alternativebs da axdens saboloo variantis SerCevas.

alternatiuli Sefaseba iwyeba SefasebiTi kriteriumebis SerCeviT,

maTi mniSvnelobis gansazRvriT da gansaxilveli alternativebis
nakrebis formirebiT. Semdeg xdeba TiToeuli alternativis Sefaseba
calkeuli kriteriumebis mixedviT, risTvisac gamoiyeneba
gadawyvetilebis erTi an meti wesi da xdeba saboloo SerCeva.

alternatiuli Sefasebis procesi SeiZleba iyos sakmaod rTuli

xangrZlivi moxmarebis ZviradRirebuli saqonlis (avtomobilebi,
kompiuterebi, sacxovrebeli saxlebi, sayofacxovrebo teqnika) SeZenisas,
magram garkveuli tipis gadawyvetilebebisas igi SesaZloa praqtikulad
ar arsebobdes. magaliTad, Cveulebrivi tipis gadawyvetilebebi TiTqmis
ar saWiroeben alternatiul Sefasebas _ am dros ubralod meordeba
ukanaskneli SeZena. SezRuduli problemis gadaWrisas xdeba mcire
raodenobis alternativebis da maTi Sefasebis kriteriumebis
gaTvaliswineba. garda amisa, rigi produqtebis SeZena xdeba emociuri
(anu araracionaluri) mizezebiT, rogoricaa parfiumeria, saaTebi,
eqskluziuri tansacmeli da a.S.. emociurad orientirebul an sxvadasxva
situaciisTvis (saCuqrebi, gaformeba) gankuTvnil produqts myidvelebi
xSirad akavSireben ufro metad sxva adamianTa reaqciebis molodinTan,
vidre alternatiul SefasebebTan.

SefasebiTi kriteriumebi

SefasebiT kriteriumebs warmoadgenen yidvis alternativebisas

gamoyenebuli produqtis maxasiaTeblebi. Sefasebis yvelaze ufro
gavrcelebul kriteriumebs warmoadgens fasi, samarko dasaxeleba da
warmoSobis qveyana.

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.

samarko dasaxeleba xSirad asrulebs xarisxis surogatuli

indikatoris rols. igi aris Sefasebis mniSvnelovani kriteriumi,
romelic momxmareblis cnibierebaSi asocirdeba nawarmis xarisxTan.
magaliTad, wamlebis xarisxis SefasebaSi momxmarebelTa gaurkvevloba
araiSviaTad iwvevs cnobili da ufro ZviradRirebuli markebisadmi
upiratesobis miniWebas. markis dasaxelebas udidesi mniSvneloba aqvs
momxmarebelTa im segmentisTvis, romlebic markas ganixilaven, rogorc
statusis simbolos. maTTvis samarko dasaxeleba ,,Rolex” saaTze iseTive
mniSvnelovania, rogorc misi nebismieri fizikuri Tviseba.
saxelganTqmuli brendebi sargebloben myidvelTa privilegiebiT da
uzrunvelyofen maT Zlier samarko erTgulebas. swored amitomaa, rom
momxmarebelTa didi umravlesoba xSirad arCevans akeTebs cnobad
brendebze da uars ambobs maT Semcvlelebze maSinac ki, roca am
ukanasknelTa SeTavazeba xdeba ufro dabal fasebSi.

samarko dasaxelebis kidev erTi strategiuli SesaZlebloba

mdgomareobs imaSi, rom misi danaxvisas momxmareblebma asocireba
moaxdinon im qveyanasTan da regionTan, romelic brends Sematebs ndobas.
magaliTad, parmiumeria Chanel asocirdeba, rogorc franguli, saaTi
Swatch _ rogorc Sveicariuli, ludi Beck’ s da avtomobili MMercedes _
rogorc germanuli, arayi Stolichnaia _ rogorc rusuli, xolo ludi
Molson Ice _ rogorc kanaduri. nebismier SemTxvevaSi qveyanasTan an
regionTan asociaciebi gulisxmobs imas, rom brendi uzrunvelyofs
ukeTes xarisxs, radgan qveyanas an regions gaaCnia mocemuli klasis
saqonlis saukeTeso damamzadeblis saxeli.

,,warmoSobis qveynis” zemoqmedebis efeqtis dadgenas eZRvneba

uamravi gamokvleva. zogierTi maTgani gviCvenebs, rom zemoqmedebis
66
xarisxi damokidebulia sasaqonlo kategoriaze. magaliTad, iaponuri
eleqtroteqnika ufro metad fasdeba, vidre iaponuri sakvebi, xolo
franguli moduri tansacmeli da parfiumeria _ metad, vidre franguli
eleqtroteqnika. Tumca warmoSobis qveyanam mas SeiZleba Sehmatos
Tvisebebi, romlebic miekuTvneba ara erT, aramed ramodenime sasaqonlo
kategorias. erTi kvlevis Sedegad, sadac Seadares avtomobilebis
amerikeli momxmareblebis Sefasebebi, aRmoaCines, rom amerikuli
saqoneli fasdeba, rogorc saukeTeso saeqspluatacio gamoyenebis
saqoneli, iaponuri _ mxolod saSualo prestiJulobiT (miuxedavad maTi
wamyvani reitingisa sxva maCveneblebiT), xolo germanuls aqvs umaRlesi
Sefaseba prestiJulobis, magram dabali _ ekonomiurobis mxriv.

Sefasebis kriteriumis determinantebi

Sefasebis kriteriumis determinantebs warmoadgenen: situaciuri

faqtorebi, motivacia, daintereseba, codna, alternativaTa nakrebis
gansazRvra.

situaciuri faqtorebi xSirad did gavlenas axdenen Sefasebis

kriteriumebis mniSvnelobaze. magaliTad, swrafi kvebis obieqtis
SerCevisas mosaxerxebel adgilmdebareobas didi mniSvneloba aqvs, roca
momxmarebels aqvs cota dro da naklebi mniSvneloba aqvs, roca droSi
SezRuduli ar aris. zustad aseve airCevs momxmarebeli saRamos
wveulebisTvis liqioris prestiJul markas, xolo sakuTari
moxmarebisTvis ki _ naklebad prestiJuls da iafs.

motivaciis gasagebad mTavaria ganvasxvavoT ra mosazrebebi

amoZravebs momxmarebels _ utilitaruli Tu hedonisturi. utilitarul
motivacias sportuli fexsacmlis SerCevisas mivyavarT fasis da
konstruqciis Seswavlisken, maSin roca hedonisturi motivi _ es aris
garkveuli saqonlis (magaliTad, ,,Nike”-is, ,,Adidas”_is botasebi) flobis
survili mimzidveli imijis Sesaqmnelad.

67
 momxmarebelTa daintereseba yidvis gadawyvetilebiT gavlenas
axdens yidviswinare variantebis analizisas gamoyenebuli kriteriumebis
ricxvze. rac maRalia daintereseba, miT metia kriteriumebis ricxvi.

codna sxvadasxvanairad axdens gavlenas Sefasebis kriteriumebze.

kargad informirebul momxmareblebs SerCevis variantebis SefasebisTvis
aucilebeli parametrebi Senaxuli aqvT mexsierebaSi, xolo ,,damwyebTa”
mexsierebaSi aseTi informacia bevrad naklebia. amitom axalbedebi ufro
met yuradRebas aqceven gare informaciebs.

yidvis win momxmarebelma ara mxolod unda gadawyvitos, Tu

romeli kriteriumi gamoiyenos, aramed gansazRvros variantebi,
romlebisganac unda moaxdinos arCevani. am variantebs ewodeba
alternativaTa nakrebi. gamyidvelisTvis mTavaria, rom misi produqti
moxvdes momxmareblis mxedvelobis areSi, winaaRmdeg SemTxvevaSi
myidveli yuradRebas miaqcevs konkurentis SeTavazebas. amitom
marketologebma saTanado RonisZiebebi unda gaataron imisTvis, rom
gadawyvetilebis miRebis procesSi momxmarebelma maTi saqoneli
ganixilos, rogorc erT-erTi varianti alternativaTa nakrebSi.
avtomanqanebis mwarmoblebi zogjer momxmareblebs sTavazoben fulad
prizebs an saCuqrebs mxolod imisTvis, rom gamoscadon maTi marka.

SerCeuli variantebis Sefasebis meTodebi

gadawyvetilebis wesi _ es aris ramdenime alternatividan SerCevis

modeli. isini gansxvavdebian daxarjuli drois da Zalisxmevis
raodenobiT.

momxmareblebs yovelTvis ar ZaluZT variantebis uSecdomo

Sefaseba. magaliTad, SegiZliaT Tu ara TqvaT, ra sxvaobaa iaffasian
halstuxs (fasi 3$) da cnobili dizaineris ZviradRirebul halstuxs
Soris? Tu ityviT _ ,,diax” _ Tqven umciresobaSi xarT. gazeT
,,Washington Post”-is reportiorebi aCvenebdnen ramodenime halstuxs maTi
ofisis stumrebs da sTxovdnen gaerkviaT _ iaffasiani iyo isini Tu
ZviradRirebuli? TiToeuls Sesafaseblad aZleven 5 iaffasian da 4

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.

variantebis Sefasebisas momxmarebeli xSirad iyenebs gamoricxvis

meTods. es aris misaRebi maCveneblebis SezRudva an ubralod Semcireba.
aviRoT, magaliTad, fasi. momxmarebeli Tanaxmaa gadaixados saqonelSi
fasi gansazRvruli diapazonis farglebSi. fasi, romelic gamodis am
diapazonis farglebidan, iqneba miuRebeli.

variantebis yidviswinare Sefasebis procesis saboloo elements

warmoadgens gadawyvetilebis wesi. yoveldRiuri (Cveuli) arCevanisas
gadawyvetilebis wesi Zalian martivia: ,,viyidi imave markas, rac wina
jerze SeviZine”, an ,,viyidi yvelaze iafs” an ,,viyidi im markas, romelic
uyvars qmars”. xSirad momxmareblebi akeTeben ara optimalur, aramed
misaReb arCevans, rac axasiaTebs naklebmniSvnelovan ganmeorebiT SeZenas.
maRali Rirebulebis optimaluri arCevanis situaciebSi myidvelebi
iyeneben gadawyvetilebis miRebis ufro rTul wess.

marketologebma unda icodnen gadawyvetilebaTa wesebi, romlebic

uzrunvelyofen yidvis saboloo alternativas da unda SeeZloT am
wesebis gamoyeneba samomxmareblo arCevanis marTvisTvis.

gadawyvetilebis miRebis wesi iyofa or kategoriad _

kompansaciuri da arakompensaciuri.

Tu erT-erTi wesis gamoyenebisas rCeba erTze meti alternativa,

gamoiyeneba sxva wesi, an emateba axali kriteriumebi, ris Sedegadac rCeba
erTi alternativa _ saboloo gadawyvetileba.

gadawyvetilebis arakompensaciuri wesi

gadawyvetilebis arakompensaciuri wesi xasiaTdeba imiT, rom

nawarmis susti mxareebis kompensacia ar SeiZleba misi sxva, Zlieri

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”.

momxmareblebi ar irCeven sxvebTan SedarebiT Zvir markas (rac ar

unda kargi iyos igi Sefasebis sxva kriteriumebiT), Tu gadawyvetilebis
wesi mdgomareobs imaSi, rom ,,iyidos yvelaze iafi”. markis es susti
mxare (maRali fasi) ar kompensirdeba misi SesaniSnavi maxasiaTeblebiT
yvela sxva parametris mixedviT.

arsebobs arakompensaciuri wesis 3 tipi: leqsikografiuli,

aspeqtebis gamoricxvis da Sereuli.

leqsikografia

gadawyvetilebis am strategiis dros Tavidan Sedareba xdeba

markebis yvelaze ufro mniSvnelovani maCveneblebis mixedviT. Tu markebs
Soris erT-erTi aRiqmeba, rogorc saukeTeso am maCveneblis mixedviT,
maSin SeirCeva swored igi. Tu 2 an meti marka aRiqmeba, rogorc TiTqmis
erTnairi, xdeba maTi Sedareba mniSvnelobiT me-2 maCveneblis mixedviT. es
procesi grZeldeba iqamde, sanam kavSiri ar gawydeba.

am wesis ilustraciisTvis gamoviyenoT cxrilis monacemebi (ix.

cxr. 1). cxrilSi mocemulia pirobiTi sakvebi produqtis 4 sxvadasxva
markis maCveneblis reitingi (cudidan saukeTesomde) da am maCveneblebis
klasifikacia mniSvnelobis xarisxis mixedviT.

gadawyvetilebis leqsikografiuli wesis gamoyenebiT romeli

marka iqneba SerCeuli?

cxr. 1

70
 maCvenebeli maCveneblis marka marka marka marka
reitingi
Aa b Ag Ad

gemo 1 (saukeTeso) 1 1 2 1

fasi 2 (Zalian kargi) 2 3 1 4

kaloriuloba 3 (kargi) 3 3 4 1

SefuTva 4 (damakmayofil) 4 3 1 1

pasuxi aris _ marka Aa.

Sedareba yvelaze mTavari maCvenebliT _ gemoTi _ iZleva kavSirs a,

b da d markebs Soris.

Semdegi mniSvnelovani Tvisebis _ fasis mixedviT Sedarebisas _ es

kavSiri wydeba imitom, rom a markas gaaCnia yvelaze maRali reitingi am
sami markidan, magram Tu Seicvleba maCveneblebis mniSvnelobis xarisxi,
magaliTad, fasi aRmoCndeba yvelaze mniSvnelovani, maSin arCevani
SeCerdeba g markaze.

aspeqtebis gamoricxva

gadawyvetilebis am wess gaaCnia didi msgavseba leqsikografiul

procedurasTan. Tavidan markebis Sefaseba xdeba yvelaze mniSvnelovani
maCveneblis mixedviT, magram Semdeg momxmarebeli romelimes gamoricxavs
sxvadasxva mosazrebebiT, magaliTad, ,,ar unda iyos 5 larze Zviri”, an
,,unda iyos kaloriuli”.

Tu mxolod erTi marka pasuxobs gamoricxvas yvelaze

mniSvnelovani niSnis mixedviT, swored igi SeirCeva. Tu mas pasuxobs
ramdenime marka, maSin aiReba mniSvnelobis mixedviT Semdegi Tviseba da
procesi grZeldeba kavSiris gawyvetamde. Tu miuRebelia yvela marka,
momxmarebelma unda gamoiyenos gadawyvetilebis sxva wesi an gadados
SerCeva.

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

gamoricxvebi did rols TamaSoben gadawyvetilebis wesis Sereul

tipSi. isini keTdeba TiToeuli arsebiTi maCveneblis mixedviT da yovel
jerze xdeba am nakrebTan markis Sedareba.

gadawyvetilebis Sereuli wesis sailustraciod davuSvaT, rom

momxmarebelma TiToeuli maCveneblis mixedviT minimalurad airCia markis
reitingi 3 (kargi). cxr. 1_is monacemebis mixedviT a marka iqneba
uaryofili imitom, rom mas aqvs arasakmarisi reitingi SefuTvis
maCvenebliT (ver aRwevs moTxovnamde _ ,,kargi”), xolo g marka myidvels
ar awyobs kaloriulobis maCvenebliT, marka d gamoiricxeba fasis
maCveneblis gamo da aRmoCndeba, rom mxolod Ab marka pasuxobs
gamoricxvis yvela moTxovnas da Sesabamisad, swored igi iqneba
ganxiluli, rogorc misaRebi arCevani.

gadawyvetilebis kompensaciuri wesi

SeamCnieT Tu ara Tqven d markis arasaxarbielo mdgomareoba

cxrilSi? miuxedavad oTxidan sami parametris (maT Soris yvelaze
mniSvnelovani maCveneblis CaTvliT) maRali reitingisa, d marka arc
erTxel ar aRmoCnda pirvel adgilze.

ratom? _ misi fasis miuReblobis gamo.

WeSmaritad, arakompensaciuri strategiidan verc erTi ver

aanazRaurebs fasis cud reitings produqtis sxva aRmatebuli
maxasiaTeblebiT.

72
 sxvagvarad dgas sakiTxi gadawyvetilebis kompensaciuri wesis
SemTxvevaSi. es strategia iZleva produqtis naklovanebebis anazRaurebis
saSualebas misi RirsebebiT.

gadawyvetilebis kompensaciuri wesi 2 tipisaa: ubralo (martivi)

Sekreba da Sewonili Sekreba.

ubralo (martivi) Sekreba

gadawyvetilebis am wesis Tanaxmad, momxmarebeli ubralod ajamebs

Sefasebebs TiToeuli alternativis kriteriumebis mixedviT. SeirCeva is
alternativa, romelsac eqneba Sefasebis maqsimaluri jami. markis saerTo
Sefaseba xdeba formuliT:

Rb = ∑ Ri b

i=1

sadac Rb _ aris b markis saerTo Sefaseba;

i _ Sefasebis kriteriumis nomeri;

n _ Sefasebis kriteriumebis ricxvi;

Rib _ b markis Sefaseba i kriteriumiT.

Cveni cxrilis mixedviT am wesis gamoyenebisas SeirCeva a daAb

marka. maT Soris arCevanis gakeTeba ki xdeba mniSvnelovani maCveneblebis
reitingis gaTvaliswinebiT.

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

am markebSi gemos maCveneblis reitingebi erTnairia, xolo fasis

maCveneblis mixedviT a markas aqvs ukeTesi reitingi (2 - Zalian kargi),
vidre b markas (3 – kargi), ris gamoc arCevani gakeTdeba a markaze.

gadawyvetilebis es wesi gamoiyeneba maSin, rodesac momxmareblis

motivacia sustia an misi SesaZleblobebi _ SezRuduli.

Sewonili Sekreba

gadawyvetilebis Sewonili Sekrebis wesi warmoadgens

kompensaciuri wesis ufro rTul formas. momxmarebeli axdens misaRebi
da miuRebeli variantebis maxasiaTeblebis ufro daxvewil Sefasebas.

alternativebis saerTo Sefaseba xdeba formuliT:

Rb = ∑ Wi Rib

i=1

sadac Wi _ aris i –uri kriteriumis wona.

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

jamuri Sefaseba 200 220 200 190 100

cxrilis monacemebis Tanaxmad, Sewonili Sekrebis wesis mixedviT

SeirCeva b marka.

gadawyvetilebis sxvadasxva wesebis gamoyeneba iwvevs SerCevis

sxvadasxva Sedegebs. momxmareblebs SeuZliaT ara erTi, aramed ramdenime
wesis gamoyeneba _ erTimeores miyolebiT alternativaTa nakrebis
SemcirebiT maTgan erT-erTis saboloo SerCeviT.

yidvis Sesaxeb gadawyvetilebis variantebis

mniSvneloba marketingisTvis

marketologebs unda esmodeT momxmareblebis mier gamoyenebuli

samomxmareblo gadawyvetilebis wesebi, ramdenadac isini moqmedeben
produqtis arCevanze. mniSvnelovania imis codna, Tu romeli wesis
gamoyeneba gansazRvravs am arCevans. es codna exmareba kompanias
momxmareblebis mier mocemuli wesis Semdgomi gamoyenebis mxardaWeraSi.

magaliTad, Tu momxmareblebi alternativaTa Sefasebisas iyeneben

leqsikografiul wess da umniSvnelovanes maCveneblad miaCniaT xarisxi,
maSin kompaniisTvis xelsayreli iqneba sareklamo kampaniis gaCaReba
xarisxis mniSvnelobaze xazgasmiT _ zogadad da mocemuli produqtis

75
xarisxze – kerZod. aseTi midgoma gviCvenebs, Tu rogor qmedebebs unda
veridoT, raTa ar SevcvaloT samomxmareblo gadawyvetilebis wesi, anu
arCevani.

magaliTad, roca momxmareblis gadawyvetilebis wess warmoadgens

martivi principi: ,,viyidi imave markas, rac wina jerze SeviZine”, firma
unda moeridos iseT qmedebebs, romlebsac SeuZliaT am wesis Secvlis
provocireba: produqtis xarisxis SesamCnevi gauareseba, fasis
mniSvnelovani gazrda, an sacalo vaWrobis sawyobSi produqtis markis
deficiti.

mniSvnelovani SeiZleba iyos produqtis maxasiaTeblebis Sesaxeb

informaciis organizaciis da wardgenis meTodi. informaciis wardgena
mxolod 1 maCveneblis sxvadasxva maxasiaTeblebis Sesaxeb misaRebia
gadawyvetilebis im wesebisaTvis, romelTac moeTxovebaT damuSaveba
maCveneblis da ara markis mixedviT da piriqiT, markis bazaze wardgenis
forma sasargeblo SeiZleba iyos im wesebisTvis, romlebic iyeneben
markis mixedviT damuSavebas.

imis codnac ki, rom momxmarebels ar gaaCnia samomxmareblo

gadawyvetilebis mkafiod gamoxatuli strategia, SeiZleba aRmoCndes
sasargeblo. aseT SemTxvevaSi momxmarebeli yuradRebas miaqcevs,
magaliTad, gamyidvelis rCevebs. aseTi momxmareblebi aseve kargad
aRiqvamen broSurebs da informaciul reklamas.

samomxmareblo gadawyvetilebis wesis gageba saWiroa aseve

momxmareblis damokidebulebis Secvlis strategiebis SemuSavebisTvis.
amis demonstrireba SesaZlebelia Cveni cxrilis gamoyenebiT. davuSvaT
rom g markis gemovnebiTi maCvenebeli gaumjobesda ,,Zalin kargidan “
,,saukeTesomde”. aseTi cvlileba metad SesamCnevi gaxdeba, Tu
momxmareblebi gamoiyeneben Sefasebis leqsikografiul meTods. maSin
SeirCeva g marka. magram davuSvaT, rom momxmareblebi iyeneben Sereul
wess gamoricxvebiT ,,kargi” Sefasebis mixedviT. produqtis gemos
gaumjobesebisgan iqneba naklebi sargebeli imitom, rom reitingi ,,cudi”
_ miuRebelia. amis magivrad gadamwyveti iqneba am markis kaloriulobis
maxasiaTeblebis gaumjobeseba.

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.

zogjer saWiro xdeba gadawyvetilebis wesis Secvlisadmi

xelSewyoba. magaliTad, b markisTvis sasargeblo iqneboda, Tu
momxmareblebi leqsikografiuli wesidan gadaerTvebodnen
gadawyvetilebis Sereul wesze TiToeuli TvisebisTvis Sefasebaze
_,,kargi” gamoricxviT.

samwuxarod, jer kidev ar gaaCniaT marketologebs srulyofili

codna imis Sesaxeb, Tu rogor unda aiZulon momxmarebeli Secvalos
Tavisi samomxmareblo gadawyvetilebis wesebi.

saqonlis yidvis procesi

yidvis procesi _ es aris yidvis Sesaxeb gadawyvetilebis miRebis

me-4 stadia.

yidvis Sesaxeb gadawyvetilebis procesSi momxmareblebi iReben

Semdeg gadawyvetilebebs:

 Rirs Tu ara yidva ?

 rodis viyidoT ?
 ra viyidoT (produqtis tipi da marka) ?
 sad viyidoT (sacalo gamyidvelis tipi da konkretuli maRazia) ?
 rogor gadavixadoT Tanxa ?

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:

 motivaciis Secvla _ gaaqtiurebuli moTxovnileba SeiZleba

dakmayofildes sxva gziT an aqtualuri gaxdes sxva moTxovnilebebi;
 Secvlili garemoebebi _ ekonomikuri mosazrebebi an sxva
faqtorebi SeuZlebels xdis mocemul momentSi SeZenas;
 axali informacia – SerCeuli variantis wina Sefaseba iTvleba ukve
arasrulyofilad;
 sasurveli variantis ararseboba _ moulodneli deficiti;
unda gaviTvaliswinoT yidvis droc. zogierTi saqonlis yidva
xdeba ,,sezonurad” (gamaTbobeli da gamagrilebeli mowyobilobebi,
saaRdgomo da saaxalwlo saCuqrebi da sxv).

variantebis yidviswinare Sefasebis Semdeg unda gakeTdes arCevani,

romelic dakavSirebulia yidvis ganzraxvasTan. momxmareblis ganzraxva
iyofa 3 kategoriad:

1. mkafiod dagegmili SeZena _ produqciac da markac SerCeulia

winaswar;
2. nawilobriv dagegmili SeZena _ arsebobs konkretuli produqtis
yidvis ganzraxva, magram markis SerCeva grZeldeba uSualod yidvis
aqtamde;
3. daugegmavi SeZena _ produqtis da markis SerCeva xdeba gayidvis
adgilze.

mkafiod dagegmili SeZena

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.

mkafiod dagegmili SeZena damaxasiaTebelia agreTve momxmarebelTa

Cabmis dabali xarisxisTvisac (mag, kvebis produqtebis SeZena). myidveli
winaswar adgens gansazRvruli markis produqtebis sias, romelTa
yidvasac igi apirebs. maRaziaSi misi stumroba Semdeg Semoifargleba
Taroebze saqonlis asortimentze Tvalis gadavlebiT.

mkafiod gagegmili SeZena SeiZleba Sewydes an gadaidos

marketinguli taqtikis zegavleniT, romelsac ZaluZs momxmarebelTa
yuradRebis gadatana SerCeuli markidan sxva markaze. aseTi faqtorebia:
produqtis ufaso nimuSebis gavrceleba, fasdakleba, gayidvis adgilebSi
saqonlis gansakuTrebuli (optimaluri) ganTavseba da winwawevis sxva
formebi. marketinguli zemoqmedebis xarisxi mniSvnelovnad ganapirobebs
momxmarebelTa loialurobas.

nawilobriv dagegmili SeZena

am kategorias miekuTvneba dagegmili SeZena markis gayidvis

adgilze SerCeviT. maRaziebSi siaruli am SemTxvevaSi SeiZleba gaxdes
informaciis Ziebis mniSvnelovani forma, gansakuTrebiT dainteresebis
maRali donis dros, magram rodesac daintereseba sustia, maSin
gadawyvetilebis wesi SeirCeva principiT: ,,viyidi erT-erT im markas,
romelsac ganvixilavdi misaReb variantebs Soris”.

saboloo gadawyvetileba SesaZloa damokidebuli iyos gayidvis

stimulirebis SemoTavazebul RonisZiebebze, magaliTad, fasdaklebebze
da a.S.

79
 daugegmavi SeZena

es aris SeZenis iseTi kategoria, romelic myidvels ar hqonda

dagegmili maRaziaSi Sesvlamde. aseT SeZenas aseve uwodeben impulsurs.
mas axasiaTebs yidvis motivaciis spontanuroba, dauokebloba da
intensiuroba, myidvelis aRgznebadoba da maT mier yidvis Sedegebis
ignorireba.

impulsuri SeZena miuTiTebs imaze, rom maRaziaSi saqonlis da

brendebis SerCevisas momxmareblebze Zlier zegavlenas axdens
maRaziisSida faqtorebi. saqonlis momgebianma ganlagebam, gamyidvelis
keTilganwyobam da profesionalizmma, stimulirebis sxvadasxva
meTodebis gonivrulad SeTavazebam SeiZleba motivirebuli gaxados
momxmarebeli da gaaaqtiuros mis cnobierebaSi yidvis aqtis meqanizmi,
miT ufro, Tu ukve gaaCnia produqtze informacia internetis da
satelevizio reklamebis zegavleniT.

yidvis wyaros da sagnis SerCeva

momxmareblisTvis yidvis wyaros warmoadgens saqonlis da

momsaxurebis sacalo gayidvis wertilebi (maRaziebi, maT Soris
eleqtronuli, sastumroebi, restornebi da a.S), katalogebiT gayidvis
sistemebi, telemarketingi, romlebic konkurencias uweven erTmaneTs,
axdenen ra gayidvis meTodebis kombinirebas.

momxmarebelTa myidvelobiTi aqtivoba sul ufro xSirad

vlindeba maRaziis kedlebs gareT. pirdapiri marketingis dros
momxmarebels saqme aqvs uSualod mwarmoebelTan an momwodebelTan.
momxmarebelebi, romlebic upiratesobas aniWeben pirdapir
marketings, gamoirCevian Semdegi maxasiaTeblebiT: isini warmoadgenen
SedarebiT axalgazrda adamianTa segments, romelTac aqvT maRali
ojaxuri Semosavlebi da ganaTlebis done, cxovroben upiratesad patara
qalaqebSi, maTi umravlesoba warmoadgens sacalo vaWrobis aqtiur
myidvelebs; Tumca, pirdapiri marketingis mimarT interess avlenen aseve

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.

ganviTarebul qveynebSi eleqtronul komunikaciebTan mosaxleobis

farTo xelmisawvdomobis pirobebSi intensiurad viTardeba gayidvebi
eleqtronul maRaziebSi internetis saSualebiT. eleqtronuli maRazia _
es aris eleqtronuli sivrce, sadac saqonels warmoadgens gamyidveli
(maT Soris vizualuradac), xolo momxmarebeli ki akeTebs arCevans da
aformebs SekveTas. SekveTis miReba SesaZlebelia internetiT (Tu is
programuli produqtia) da fostiT (wignebi, optikuri diskebi, gazeTebi
da a.S). aseTi eleqtronuli sivrce warmoadgens gamyidvelis veb-gverds.

81
igi xasiaTdeba Sinaarsis xarisxiT, gamoyenebis simartiviT, popularobiT
da grafikuli gaformebiT.

momxmarebelTa dakavebulobis da drois fasis zrdasTan erTad

matulobs pirdapiri marketingis arxebiT SeZenili saqonlis moculoba:
fostiT SekveTebi, gamyidvelis da myidvelis telefoniT damyarebuli
komunikaciebis Sedegad gakeTebuli SekveTebi, internetis arxebiT
gakeTebuli SekveTebi.

yidvis procesSi momxmarebeli irCevs erT-erT variants yidvis

sagnis da wyaros SerCevis rigiTobis variantebidan:

1) Tavdapirvalad SeirCeva marka (sagani), Semdeg maRazia;

2) Tavdapirvelad SeirCeva maRazia, Semdeg ki marka;
3) markis da maRaziis SerCeva xdeba erTdroulad.

yidvis wyaros mniSvnelobidan gamomdinare TviT yidvis aqtis

SesrulebisTvis marketologma unda icodes, Tu ra faqtorebi moqmedeben
am arCevanze, ra mosazrebiT midis momxmarebeli mocemul maRaziaSi da
ra ubiZgebs mas saqonlis SesaZenad mas Semdeg, rac igi aRmoCndeba
maRaziaSi.

myidvelTa maxasiaTeblebi da yidvis wyaros SerCeva

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.

myidvelis piradi motivebi mimarTulia sakuTar Tavze, xolo

socialuri ki _ sxva adamianebze.

Sopingis pirad motivebs miekuTvneba:

 rolis Sesruleba _ ojaxis wevrebisTvis tansacmlis SesaZenad

maRaziebSi siarulisas myidveli axdens sakuTari rolis
(magaliTad, mzrunveli, pasuxismgeblobis grZnobis mqone
mSoblis an meuRlis) realizebas, rac aZlierebs sakuTari Tavis
pativiscemis grZnobas;
 TviTdajildoeba _ sakuTar Tavze fulis daxarjva, yvelaze
ufro mimzidveli sagnebis yidva aris ara imdenad sasargeblo,
ramdenadac sasiamovno, negatiuri ganwyobis da depresiis
momxsneli saqmianoba mravali adamianisTvis;
 modis / teqnologiebis axal tendenciebTan gacnoba _ yidvis
adgilas warmodgenili saqonlis aprobacia da masze dakvirveba
momxmarebels aZlevs produqtis axal stilTan, dizainTan da
uaxles, novaciur teqnikur gadawyvetilebebTan gacnobis
saSualebas;
 fizikuri aqtivoba _ maRaziebSi gaseirneba warmoadgens xSirad
moTelvis, fizikuri gantvirTvis formas im adamianebisTvis, visi
yoveldRiuri cxovrebac ar gamoirCeva fizikuri aqtivobiT;
 sensoruli stimulacia _ maRaziis atmosfero xSirad iwvevs
momxmareblebSi sasiamovno SegrZnebebs, aZlevs ra maT kargad
mowyobil interierSi yofnis, saqonlis daTvalierebis, maTi
morgebis da xelSi daWeris, sasiamovno musikis mosmenis
SesaZleblobas.

Sopingis socialur motivebs miekuTvneba:

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.

* referentuli jgufi _ es aris adamianTa jgufi, romelTa

cxovrebiseul pozicias da faseulobebs individi iyenebs, rogorc
sakuTari qcevis safuZvels.

84
 yidvis wyaros SerCeva umeteswilad ganisazRvreba maRaziebSi
mogzauris _ Soperis myidvelobiTi orientaciiT.

yidviTi orientaciis kriteriumis mixedviT gamoyofen Soperebis

Semdeg ZiriTad jgufebs:

 araaqtiuri Soperebi _ maTi cxovrebis stili da Sopinguli

interesebi metismetad SezRudulia. isini ar iReben aranair siamovnebas
Sopingisgan, ar aniWeben mniSvnelobas Sopingis iseT atributebs,
rogoricaa produqtis fasi, momsaxureba an arCevani;
 aqtiuri Soperebi _ aqvT momTxovni cxovrebis stili, gaaCniaT
saxlis gareTa saqmianobis sxvadasxvagvari formebisadmi maRali
miziduloba. xSirad dadian maRaziebSi fasis, xarisxis, modis da
nayidobis saukeTeso arCevanis balansis ZiebaSi.
 servisuli Soperebi _ iTxoven maRali donis maRaziisSida
momsaxurebas. irCeven megobruli da keTilganwyobili personaliT
dakompleqtebul maRaziebs.
 fasis Soperebi _ arian fasisadmi metismetad mgrZnobiare
myidvelebi, midrekileba aqvT iseTi nayidobis gafarToebuli Ziebisadmi,
romlebic akmayofileben fasisadmi wayenebul moTxovnilebebs.

myidvelTa mier aRqmuli yidvis riskic aseve axdens gavlenas

yidvis wyaros SerCevaze. nayidobebi gansxvavdebian erTmaneTisgan mcdari
arCevanis saSiSroebis an riskis xarisxis mixedviT. nayidoba TavisTavad
gulisxmobs garkveuli xarisxis ekonomikur (fulis daxarjva,
ekonomikuri zarali) da socialur (statusis daqveiTeba, garSemomyofTa
negatiuri damokidebuleba) riskebs. ZviradRirebuli da teqnikurad
rTuli SenaZeni (kompiuterebi, sayofacxovrebi teqnika) obieqturad ufro
sariskoa, vidre iafi da Cveulebrivi (yoveldRiuri moTxovnilebis)
produqti, magram aRqmadi riski warmoadgens ara mxolod produqtis,
aramed myidvelis maxasiaTebelsac maTi individualobidan gamomdinare.
momxmarebelTa erTi kategoria silamazis salonis momsaxurebis an
jinsebis yidvis risks aRiqvams rogorc maRals, xolo sxvebi ki _
rogorc dabals. riskis aRqma damokidebulia momxmareblis wina SenaZenis

85
gamocdilebasa da mis cxovrebis stilze, amitom igi iTvleba ara
mxolod produqtis, aramed myidvelis maxasiaTebladac.

momxmareblisTvis yidvis wyaroebi aRiqmeba, rogorc sxvadasxva

xarisxis riskis mqone obieqtebi. tradiciuli sacalo maRaziebi
(mravalwliani ucvleli adgilmdebareobiT da myari profiliT)
aRiqmebian, rogorc dabali riskis mqoneni, yidvis ufro inovaciuri
wyaroebi _ telemarketingi, eleqtronuli komercia internetSi _
momxmareblebis mier aRiqmebian, rogorc yidvis sarisko wyaroebi,
gansakuTrebiT saqarTveloSi.

myidvelebis mier sacalo vaWrobis obieqtebis aRqmadi riskis

Semcireba aucilebelia da SesaZlebelic. ase magaliTad, aratradiciuli
yidvis wyaroebi, cxadia saWiroeben Sopingis riskis minimizacias,
gansakuTrebiT maRali ekonomikuri an socialuri riskis sagnebis yidvis
SemTxvevaSi. aRqmadi riskis Semcirebis uzrunvelsayofad kompaniebi
momxmareblebs sTavazoben kvalificiuri teqnikuri personalis
sadReRamiso satelefono servisis gamoyenebis SesaZleblobas. aseTi
satelefono servisis uzrunvelyofas momxmareblebs xSir SemTxvevaSi
sTavazoben kompaniebi, romlebic yidian kompiuterebs an programul
produqtebs. am produqtebs gaaCniaT aRqmadi riskis dabali xarisxi
dargis specialistebisTvis, magram farTo bazris mier isini aRiqmebian,
rogorc sarisko _ servisis sirTulidan gamomdinare. amitom
kompiuterebis gayidva farTo samomxmareblo bazrisTvis moiTxovs
araprofesionali momxmareblebisTvis aRqmadi riskis Semcirebas.

aSS-Si erT-erTi umsxvilesi firma _ kompiuterebiT movaWre

,,ComUSA” myidvelebs sTavazobs teqnikuri specialistebis saswrafo
konsaltinguri daxmarebis msgavs satelefono serviss. aseTive samsaxuri
funqcionirebs aSS-Si iaponuri kompania ,,Canon”-is teqnikis amerikeli
momxmareblebisTvis. programuli produqtebis mwarmoebeli amerikuli
kompania _ ,,Phoenics” aseve sTavazobs Tavis momxmareblebs sadReRamiso
satelefono konsaltings. aRqmadi riskis Semcirebis saSualebas
warmoadgens momxmareblis dakmayofilebis 100%-iani garantia. SenaZeniT
daukmayofileblobis SemTxvevaSi mas dauyovnebliv unda daubrundes

86
gadaxdili Tanxa. satelefono servisi da dakmayofilebis garantia
kmayofili momxmareblebis piriT gadaecema potenciur momxmareblebs.

fasdaklebiT movaWre maRaziebi aRqmadi riskis Semcirebas axdenen

Tavis asortimentSi cnobili savaWro markis saqonlis CarTviT, rac
aumjobesebs maT imijs.

tradiciul maRaziebs aratradiciulTan SedarebiT gaaCniaT

arsebiTi upiratesoba momxmareblis aRqmaSi maRali riskis mqone
sasaqonlo kategoriebTan muSaobisas. am kategoriebma unda Seadginon
maTi strategiis ZiriTadi fokusi. dabali riskis mqone sagnebi SeiZleba
gamoyenebulni iqnen mTliani asortimentis srulyofisTvis. magaliTad,
kompiuteruli aqsesuarebi (SemaerTebeli kabelebi, diskebis kolofebi da
a.S.) da sakancelario saqoneli arian dabali riskis mqone gayidvis
sagnebi. isini warmoadgenen kompiuteris _ maRali riskis mqone saqonlis
damatebebs msxvili kompiuteruli maRaziis asortimentSi.

Tu ekonomikuri riski mcirdeba saqonlis gamoyenebis garantiebis

da momsaxurebis mxardaWeriT, socialuri riskis Semcireba ufro
rTulia. aRqmadi riskis Semcirebas uzrunvelyofen kvalificiuri
gamyidvelebi da cnobadi markebi.

yidvis wyaros determinantebi

yidvis wyaros warmatebis/warumateblobis ganmapirobebeli

determinantebia:

1. yidvis wyaros (maRaziis) imiji;

2. yidvis wyaros (maRaziis) adgilmdebareoba da zoma;
3. saqonlis asortimentis xasiaTi da xarisxi;
4. fasi;
5. reklama da win waweva;
6. savaWro personali;
7. maRaziis mier SeTavazebuli servisi da maRaziisSida
faqtorebi;
8. produqtis deficiti;

87
 9. maRaziis klientura;
10. sareklamo masalebi gayidvis adgilebSi;
11. samomxmareblo logistika;

1. maRaziis imiji

maRaziis imiji _ es aris momxmareblebis an miznobrivi bazris

mier yidvis wyarosTan asocirebuli yvela atributis aRqma.

imijis elementebs SeiZleba hqondeT gansxvavebuli Sinaarsi da

mniSvneloba yidvis wyaros sxvadasxva tipebisTvis. magaliTad,
tradiciuli maRaziis savaWro sivrcis fizikuri mdgomareoba _ es aris
kompania_gamyidvelis veb-gverdis eleqtronuli sivrce. potenciuri
myidvelebi am sivrces naxuloben sakuTar kompiuterSi.

imijis Sesaxeb informacia marketologs sWirdeba sacalo

strategiebis formirebisa da realizaciisTvis. marketologebi
akontroleben imijis umetes elementebs im faqtis gaTvaliswinebiT, rom
maRaziis idealuri imiji gansxvavebulia sxvadasxva miznobrivi
auditoriisTvis. magaliTad, yidvis wyaros moxerxebuloba,
konkretulad ki _ adgilmdebareoba da xelmisawvdomoba _
sxvadasxvagvarad interpretirdeba momxmareblis mier. im
momxmareblebisTvis, romelTaTvisac xelmisawvdomia interneti,
eleqtronul maRaziebSi Sopingi SesaZloa iyos ufro martivi da
mosaxerxebeli, vidre tradiciul maRaziebSi viziti.

2. maRaziis adgilmdebareoba da zoma

maRaziis adgilmdebareoba da zoma _ momxmareblis mier misi

SerCevis mniSvnelovani faqtorebia. sxva Tanabar pirobebSi myidveli
irCevs uaxloes maRazias. qalaqis centrma, periferiam da qalaqis
gareubanma SeiZleba garkveuli gavlena moaxdinos maRaziis imijze.

maRaziis zomasac analogiuri mniSvneloba gaaCnia _ sxva

maxasiaTeblebis Tanasworobisas SeirCeva msxvili maRazia. sacalo

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.

3. saqonlis asortimentis xasiaTi da xarisxi

saqonlis asortimentis siRrme, sifarTove da xarisxi xSirad

ganapirobebs momxmareblebis mier konkretuli maRaziis arCevans. es
gansakuTrebiT exeba savaWro centrebSi ganlagebul maRaziebs. erT-erTi
mTavari mizezi specializirebuli maRaziebis (mag, Chico’s, Bebe, Victoria’s
Secret da a.S.) warmatebuli funqcionirebisa, aris maT mier momxmarebelTa
konkretuli segmentisTvis viwro, magram Rrma asortimentis SeTavazeba.

gadaaqcevs ra momxmareblebs romelime erTi asortimentuli xazis

“fanatebad”, sacalo kompanias SeuZlia Semdeg momxmarebelTa erTi
sasaqonlo xazisadmi siyvaruli gaavrcelos sxva sasaqonlo xazzec
(mag, tansacmelidan parfiumeriaze), rogorc es gaakeTa kompaniam
Victoria’s Secret.

4. fasi

fasis faqtors gadamwyveti mniSvneloba eniWeba, Tumca ara yvela

tipis momxmareblisTvis. Tu maTTvis principulad mniSvnelovania
produqtis komfortuloba, misi imiji, cnobadoba da inovaciebi, isini
mzad arian amisTvis gadaixadon ufro maRali fasi. ar unda dagvaviwydes,
rom momxmareblis mier aRqmuli fasi, Cveulebriv, ufro mniSvnelovania,
vidre namdvili fasi. Tu momxmarebeli saqonlis SesaZenad daxarjul
dros ganixilavs, rogorc mniSvnelovan danakargs, maSin misTvis yvelaze
misaRebi iqneba is maRazia, romelic mas dauzogavs dros, Tundac iq
fasebi iyos ufro maRali.

fasi erT-erTi yvelaze Seucnobadi faqtoria sacalo vaWrobaSi.

rodesac kompania Val - Mart gaxda amerikis umsxvilesi sacalo movaWre,
romelic adre iyo kompania Sears-is sakuTrebaSi, am ukanasknelma dawia

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.

araviTar SemTxvevaSi ar unda avurioT “yvelaze dabali fasebi”

“misaRebi fasebis diapazonTan”. rogorc kvlevebma gviCvena,
momxmareblebi upiratesobas aZleven fasebs, romlebic ar gamodian
maTTvis misaRebi fasebis diapazonidan da ara mudmivad dabal fasebs.
sacalo movaWreebis gavrcelebuli Secdoma mdgomareobs imaSi, rom isini
iyeneben yvelaze dabali fasis xazgasmis strategias da amiT mouwodeben
momxmarebelTa im umciresobas, romlebic upiratesobas aZleven
minimalur fasebs, magram kargaven umravlesobas, romelTaTvisac
mniSvnelovania sxva maxasiaTeblebi.

safaso konkurencia, miuxedavad misi farTo aRiarebisa, sul ufro

da ufro eqvemdebareba kritikas. fasiT manipulirebas SeuZlia mxolod
moTxovnis “gadatana” drois erTi periodidan meore periodze, an erTi
markidan meore markaze gayidvebis saerTo moculobis gazrdis gareSe.

miuxedavad amisa, fasze orientirebuli reklama xSirad

gamoiyeneba konkurentuli paritetis mxardasaWerad. es dakavSirebulia
kompaniebis rwmenasTan, rom bazarze maTi wilis gazrda
pirdapirproporciul kavSirSia maT reklamebSi yvelaze dabali fasebis
xazgasmasTan. fasdaklebebi da gayidvaTa winwawevis aqciebi izidaven
damTvaliereblebs maRaziebSi da gavlenas axdenen markis SerCevaze.
fasdaklebebi Tavidan iwveven gayidvaTa matebas, Semdeg ki maT dabrunebas
sawyis donesTan. gayidvebis zrda fasdaklebebis dros ganpirobebulia
rigi mizezebiT:

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.

marTalia momxmarebelTa garkveuli nawili ganicdis safaso

reklamis gavlenas, am adamianTa loialoba maRaziis mimarT SenarCundeba
iqamde, sanam sxva gamyidveli ar moizidavs Tavisken momxmareblebs
safaso upiratesobaTa axali reklamiT.

dReisaTvis gamyidvelebs gaaCniaT skanerebidan miRebuli detaluri

monacemebi gayidvebsa da yvela saqonlis safaso cvlilebebze, rac maT
saSualebas aZlevs moaxdinon vaWrobis yvelaze ufro qmediTi meTodebis
identificireba da miRebuli informaciis transformireba
momxmareblebze orientirebul strategiul qmedebebSi.

5. reklama da winwaweva

reklama da win wawevis sxva formebi warmoadgenen sacalo

gamyidvelis brendis Seqmnis mniSvnelovan instrumentebs. reklama axdens
sacalo brendis Seqmnas, misi imijis formirebas da miznobrivi
auditoriisTvis informaciis miwodebas. roca sacalo movaWre iwyebs
bazarze sakuTari imijis Seqmnas an cdilobs axleburad pozicionirebas,
reklamam xazi unda gausvas mis saxes. xSirad, rodesac momxmarebeli
maRaziaSi Sedis reklamirebuli konkretuli produqtis SesaZenad, man
SesaZloa iq iyidos kidev raime sxva produqtic. aseT situacias ewodeba
Warbi gayidva.

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.

sainformacio reklama ki aRwers saqonlis asortimentis, fasebis,

maRaziis samuSao saaTebis, misi adgilmdebareobis da sxva monacemebis
Taviseburebebs, romlebsac SeuZliaT gavlenis moxdena yidvis procesze.

maRaziebis reklama umeteswilad mimarTulia maTi saimijo saxis

formirebaze. Tu momxmareblebs ainteresebT informacia maRaziis
adgilmdebareobis, samuSao saaTebis da saqonlis fasebis Sesaxeb, maT am
informaciis moZieba SeuZliaT maRaziis internet-saitze.

sacalo firmebi, tradiciulad, gansakuTrebul mniSvnelobas

aniWebdnen vaWrobis teqnologiebs _ saqonlis optimalur reJimSi
SeZenas, maT racionalur ganTavsebas savaWro da sasawyobo sivrceSi,
misaRebi fasebis dawesebas, drouli fasdaklebebis SeTavazebas. amave
dros sacalo vaWrobis bevri kompania arasaTanado yuradRebas uTmobs
maRaziisgareTa marketingul saqmianobas. maRaziis sasurveli saxis
formirebisa da momxmarebelTa mosazidad Tanamedrove sacalo
movaWreebi iyeneben iseT marketingul instrumentebs, rogoricaa
fasdaklebebis specialuri saaTebi da gansakuTrebuli servisis
SeTavazeba gamorCeuli klientebisTvis, agreTve miznobriv segmentTan
mWidro da regularuli komunikacia monacemTa kompiuteruli bazis
gamoyenebiT.

6. savaWro personali

“kadrebi wyveten yvelafers” P_ mravali kompania iziarebs am

hipoTezas da cdilobs momxmarebelTa keTilganwyobis mopovebas
maRalkvalificiuri, profesionali kadrebis mozidviT.

kvlevis Sedegebma aCvena, rom miuxedavad gamyidvelis piradi

maxasiaTeblebis (temperamenti, asaki, garegnoba) kavSirisa gayidvebis
moculobasTan, yvelaze mniSvnelovani faqtori momxmareblebTan

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:

1. yidvis procesSi momxmareblebTan keTilsasurveli

urTierToba;
2. darwmunebis strategiis gamoyeneba;
gamyidvelis unari _ moipovos myidvelis ndoba da warmatebiT
daasrulos molaparakebebis procesi, ganisazRvreba 4 cvladiT:
a) aRqmadi codna da gamocdileba _ gamyidvelis mier
momxmarebelTa darwmunebis unari damokidebulia imaze, Tu ramdenad
gamocdili eCveneba igi myidvels. roca misi azriT gamyidveli
kompetenturi, mcodne da gamocdilia, yidvis gadawyvetilebis miRebis
albaTobac mniSvnelovnad izrdeba;
b) aRqmadi ndoba _ myidvelis ganwyoba, romelic ukavSirdeba
gamyidvelis mimarT ndobis xarisxs, gavlenas axdens maT Soris
molaparakebebis procesze. Tu gamyidvelis mimarT ndobis xarisxs
myidveli afasebs maRali niSnuliT, maSin molaparakeba, savaraudod,
dasruldeba dadebiTi SedegiT;
g) codna momxmareblis Sesaxeb _ ramdenime kvlevis Sedegebma
aCvena dadebiTi korelacia gayidvebis raodenobasa da momxmarebelTa
Sesaxeb savaWro personalis codnis dones Soris. gamocdil gamyidvels
SeuZlia sxvadasxva tipis momxmarebelTa aRwera da klasifikacia maTi
individualuri Taviseburebebis, motivebis da qcevis gaTvaliswinebiT.
igi flobs informaciebs gayidvis tipuri situaciebis Sesaxeb, romlebic
SeiZleba gamodges saxelmZRvanelod msgavs situaciebSi moxvedrili
TanamSromlebisTvis;
d) Seguebis unari _ momxmarebelTa Sesaxeb codnis rTuli
struqtura dakavSirebulia, Tavis mxriv, sxvadasxva situaciebTan
gamyidvelis adaptaciis unarze. am codniT SeiaraRebul TanamSromels
SeuZlia upasuxos momxmareblis moTxovnilebebs da maT molodins.

93
 7. maRaziis mier SeTavazebuli servisi da maRaziisSida
faqtorebi

TviTmomsaxurebisTvis gankuTvnil moxerxebul mowyobilobebs,

saqonlis dabrunebis procedurebis simartives, saxlSi mitanis serviss,
kreditiT sargeblobis SesaZleblobas da momxmareblisTvis
mniSvnelovan sxva xelsayrel SeTavazebebs SeuZliaT gavlenis moxdena
maT cnobierebaSi maRaziis imijis Camoyalibebaze.

maRaziaSi misvlamde yidvis Sesaxeb miRebuli gadawyvetileba ar

aris saboloo da Seucvleli. maRaziisSida garemos zogierT faqtors
ZaluZs am gadawyvetilebis Secvla.

maRaziiSida faqtorebs miekuTvneba: eqspozicia yidvis wertilebSi,

maRaziis dagegmva, maRaziis atmosfero.

maRaziis garemoSi momxmareblis mier informaciis damuSavebis

procesi gadis ramdenime etaps: eqspozicia, yuradReba, interpretacia,
damaxsovreba. Sesabamisad, maRaziisSida garemos formirebaSi
gaTvaliswinebuli unda iqnes TiToeuli es etapi.

eqspozicia yidvis wertilebSi gansakuTrebiT mniSvnelovania

daugegmavi yidvisas. produqtis moxerxebul ganTavsebas _ magaliTad,
Tvalis doneze axlos _ SeuZlia gayidvebis gazrda.

eqspoziciis da reklamis SeTavseba iZleva sinergiis* efeqts.

maRaziis dagegmva gansazRvravs maRaziis savaWro farTobis

dayofas seqciebad da warmarTavs myidvelTa moZraobis marSruts
maRaziis teritoriaze. Taroebze saqonlis ganlageba xdeba Semdegi wesis
gaTvaliswinebiT _ rac ufro kargad Cans produqti, gayidvis miT ufro
meti Sansi aqvs mas. saqonlis ganTavseba myidvelTa ufro intensiuri
nakadis adgilebSi zrdis maTi SeZenis (maT Soris daugegmavi SeZenis)
albaTobas.

* sinergia _ berZn. Synergia, raime sistemis erToblivi moqmedeba.

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.

maRaziis atmosfero iqmneba saqonlis wardgeniT, interieris

gaformebiT, ganaTebiT, feriTi gaformebiT, xmebiT da surneliT, savaWro
personalis tansacmliT da qceviT, sxva myidvelTa raodenobiT da
qceviT.

momxmarebelTa arCevanze gavlenas axdens, magaliTad, musika.

wynari melodia xels uwyobs savaWro personalTan ufro gulwrfel
urTierTobebs. klasikur musikas SeuZlia maRazias mianiWos
feSenebeluris an Zviris imiji. musikis tempic (swrafi an neli) aseve
axdens gavlenas gayidvebis moculobaze. kvlevebiT dadgenilia, rom
rodesac sasursaTo maRaziebSi ismis neli musika, momxmareblebi iq
atareben ufro met dros da xarjaven met fuls, vidre maSin, roca ismis
Cqari musika. restornebSi wynari melodiebis TanxlebiT stumrebi
atareben 25% _ iT met dros da barSi toveben 50% _ iT met Tanxas.

maRaziis dizainis ferTa gamac aseve axdens gavlenas rogorc

momxmareblebis mier maRaziis aRqmaze, aseve maT qcevazec. interieris civ
tonebs momxmareblebi aRiqvamen, rogorc ufro pozitiurs, mimzidvels da
momadunebels, vidre Tbil ferebs, romelTa gamoyenebac ufro
mizanSewonilia maRaziebis da vitrinebis gare gaformebisTvis, rogorc
momxmarebelTa mozidvis saSualeba. aRsaniSnavia, rom ferebi ar axdenen
gavlenas momxmarebelTa mier produqciis xarisxis aRqmaze. maTi
gemovnebiT SerCeva da gamoyeneba ganapirobebs, Tu ramdenad
Tanamedroved aRiqvams momxmarebeli savaWro sivrceSi saqonlis
ganlagebas.

95
 momsaxurebis sferos organizaciebSi _ bankebSi, restornebSi,
saavadmyofoebSi, TeatrebSi da a.S. _ atmosferos gansakuTrebuli
mniSvneloba aqvs momxmareblebisTvis.

8. produqtis deficiti

produqtis deficiti (droebiTi arqona) gavlenas axdens

samomxmareblo qcevaze da cvlis maRaziis / produqtisadmi
damokidebulebas Semdegnairad:

I _ yidviTi qceva :

a) Semcvleli markis an Semcvleli produqtis yidva imave

maRaziaSi. Semcvlelma SeiZleba Secvalos an ar Secvalos Tavdapirveli
marka/produqti Semdgomi yidvisas;
b) yidvis gadadeba imave maRaziaSi produqtis gamoCenamde;
g) saerTod uaris Tqma yidvaze;

d) saZebni markis yidva sxva maRaziaSi. aq SeiZleba moxdes yvela

dagegmili nayidobis, an mxolod iseTis SeZena, rac ar yofila
gakeTebuli pirvel maRaziaSi.

sxva maRaziam SeiZleba Secvalos an ar Secvalos Tavdapirveli

marka/produqti Semdgomi yidvisas.

II _ verbaluri qceva :

a) momxmarebelma SeiZleba negatiurad moixsenios maRazia Tavis

nacnobebSi;
b) momxmarebelma SeiZleba pozitiurad moixsenios maRazia Tavis
nacnobebSi;
g) momxmarebelma SeiZleba pozitiurad moixsenios marka/produqti _
Semcvleli Tavis nacnobebSi;

96
 III _ damokidebulebis Secvla :

a) momxmarebelma SeiZleba Camoayalibos naklebad

keTilganwyobili damokidebuleba Tavdapirveli maRaziis mimarT;
b) momxmarebelma SeiZleba Camoayalibos metad keTilganwyobili
damokidebuleba Tavdapirveli maRaziis mimarT;
g) momxmarebelma SeiZleba Camoayalibos naklebad keTilganwyobili
damokidebuleba marka/produqti _ Semcvlelis mimarT;

9. maRaziis klientura

adamianTa is kategoria, romlebic iTvlebian maRaziis mudmiv da

sasurvel klientebad, ganapirobebs sxva momxmarebelTa arCevansac _ es
aris qvecnobieri survili, TviTonac Seesatyvisebodnen maRaziis imijs.

aSS-is dasavleTSi aris erTi kompiuteruli maRazia, romelic

cnobilia misi personalis udieri manerebiT da alternatiuli
garegnobiT, magram umdidresi asortimentis da maRaziis imijis
wyalobiT, romelsac saukeTesod miiCneven dargis profesionalebi, iq
yovelTvis miiswrafvian axali teqnologiebis moyvaruli adamianebi.

zogierTi momxmarebeli Tavs aridebs konkretul maRaziaSi vizits

imis gamo, rom maT ar moswonT misi klientura da ar surT
asocirdebodnen am dawesebulebasTan. axalgazrda momxmareblebi
SesaZloa gaurbodnen iseT sacalo maRaziebs, sadac ,,Zalian bevri
xandazmuli” stumrobs, xolo asakovani momxmareblebic araiSviaTad
eridebian ,,axalgazrdul” maRaziebs. restornis imijsac xSirad
ganapirobebs sazogadoebaSi cnobili da popularuli adamianebis xSiri
viziti, rasac didi albaTobiT SeuZlia mraval adamianSi iq stumrobis
survilis gaaqtiureba an piriqiT. mag, ufrosebi, Cveulebriv, ar dadian
iseT dawesebulebebSi, romlebic, maTi azriT, izidaven ZiriTadad
mozardebs.

97
 10. sareklamo masalebi gayidvis adgilebSi

maRaziis sivrceSi ganTavsebuli sainformacio _ sareklamo

masalebi (POP _ masalebi), vitrinebi da cnobarebi zrdian momxmarebelTa
yuradRebis mozidvis albaTobas, axdenen yidvis procesebis
stimulirebas da zrdian gasaRebis moculobas. statistikuri
monacemebiT, momxmareblebi sasursaTo saqonlis da medikamentebis
~ 70% - s iZenen sakontrolo_salaro punqtebTan, xSirad _ yuradRebis
mimzidveli sareklamo masalebis zegavleniT.

sareklamo saagentoebi, romlebic specializirdebian saqonlis

savaWro daxlebis da sxva msgavsi tipis mowyobilobebis Seqmnaze da
gayidvis adgilebSi sareklamo aqciebis Catarebaze, sargebloben didi
moTxovniT. es gamowveulia konkretuli mizezebiT:

o jer erTi, POP _ masalebi ar jdeba iseTi Zviri, rogorc win

wawevis sxva formebi;
o meore _ isini Tavs axseneben momxmarebels uSualod yidvis
adgilas;
o mesame _ isini warmoadgenen sacalo maRaziis atmosferos
atributebs.
o meoTxe, yidvis adgilas ganTavsebul informaciul masalebs
SeuZliaT nawilobriv aanazRauron naklovanebebi, romlebic
ukavSirdeba maRaziis savaWro personalis arasaTanado
kvalifikacias da raodenobas.
aseTi sareklamo masalebis erT_erTi saxelwodebaa YES ( Your Extra
Salesman _ Tqveni damatebiTi gamyidveli). is warmoadgens qaRaldis
lents, romelic Seicavs informacias konkretuli produqtis Sesaxeb da
dakidulia savaWro Taroze saqonelTan erTad.

POP _ masalebis dizainerTa gamomgoneblobas usazRvro gasaqani

misca Tanamedrove cifrulma teqnologiebma, romelTa gamoyenebamac maTi
kreatiulobis xarisxi da masStabebi praqtikulad SeuzRudavi gaxada.

98
 E _ theater (eleqtronuli Teatri)

`vaWroba _ es aris Teatri~ _ SeniSna erTxel cnobilma

amerikelma biznesmenma stenli markusma. axla ki es Teatri aris
eleqtronuli. Tanamedrove samyaroSi musikis, sportis da cnobili
adamianebis Zalis ugulebelyofa SeuZlebelia. savaWro centrebi da
maRaziebi momxmarebelTa mosazidad da yidvis procesis
stimulirebisTvis sadResaswaulo dReebSi marTaven cocxal
koncertebs. dReisaTvis am procesebis uzrunvelyofa xdeba cifruli
teqnologiebiT. Tu adre televizia, sporti da siaxleebi momxmareblebs
uxmobdnen saxlebisken, dRes E _ theater epatiJeba maT maRaziebSi.

D – POP

D – POP _ gayidvis adgilebSi cifruli masalebiT uzrunvelyofa

( Digital Point of Purchase _ D - POP ) xdeba diskaunterebis umsxviles qselebSi,
sasursaTo maRaziebsa da restornebSi.

diskaunteri _ ingl. discount, fasdakleba, fasdaklebis gakeTeba;

sabiTumo fasebiT movaWre saukeTeso saqonlis farTo asortimentis
maRazia.

D – POP Mmowyobiloba Sedgeba 1 an meti interaqtiuli

displeisgan, romlebic informacias gadascemen morbenali striqonis
video- da xmovani efeqtebis gamoyenebiT. erT-erTi pirveli, vinc
gamoiyena D – POP, iyo kompania Donatos Pizza, romelmac am xelsawyos
gamoyenebiT Tavis momxmareblebs miawoda informacia dabali
naxSirwylebis Semcvelobis mqone picis, meqsikuri sendviCebis da Tavisi
menius sxva siaxleebis Sesaxeb.

POP _ masalebTan SedarebiT, romelTa gamoyenebisTvisac saWiroa

didi Zalisxmeva da brZola, rom maTi ganTavseba moxdes saWiro dros da
saWiro adgilebSi ( konkurentebs ki SeuZliaT yvelafris Tavdayira
dayeneba), D – POP iqmneba wuTebis ganmavlobaSi, ramdenadac axali

99
`gancxadebebis~ ganTavseba xdeba kompaniis Stab-binidan internetis
saSualebiT.

produqtis kompiuteruli ganTavseba

cifruli teqnologiebis gamoyenebiT maRaziisSida marketingis

magaliTs warmoadgens kompania Overseas Diamonds, Inc.,-is programa Isee 2,
romlis saTao ofisi imyofeba briuselSi. is warmoadgens
`Beauty Box~-s, romlis dayeneba xdeba saiuveliro maRaziebSi da
momxmareblebs aZlevs briliantebis garegnuli saxis Sedarebis
saSualebas. kompiuterul monitorze Cndeba briliantebis msxvili,
Zalian gadidebuli gamosaxuleba da momxmareblebs SeuZliaT misi
sisufTavis, feris da dawaxnagebis tipis Sefaseba. briliantebis
umciresi detalebis Wvretis SesaZlebloba axdens momxmarebelTa
yuradRebis fokusirebas maTTvis mniSvnelovan iseT aspeqtebze,
rogoricaa sinaTlis sxivtexa da silamaze. yvelaferi erToblivad ki
iwvevs maRaziis mimarT ndobis Camoyalibebas da zrdis yidvisgan
miRebuli kmayofilebis xarisxs.

calkeuli `ID Box~ iZleva Sesabamis internet-saitze moxvedris

saSualebas, sadac briliantis unikaluri ID _ nomriT (romelic
amotvifrulia masze lazeriT qurdobisgan dacvis mizniT) SesaZlebelia
misi `dabadebis mowmobis~ miReba, sadac asaxulia briliantis
mompovebeli qveyana, misi mopovebis dro, aseve yvela winandeli
mflobeli.

Isee 2 sistema muSaobs mxolod maRali xarisxis briliantebTan,

romlebic gadian xarisxis seriozul testirebas. maRaziebSi, sadac
gamoyenebulia es teqnologiebi, fasebi 80 % - iT maRalia analogiuri
briliantebis saSualo fasebze.

100
 11. samomxmareblo logistika

samomxmareblo logistikis stadiebia:

1. yidvis procesisTvis momzadeba _ maRaziebis da produqtebis siis

Sedgena; Sopingis marSrutis, maRaziis samuSao saaTebis dadgena;
maRaziis katalogis daTvaliereba; maRaziis aRqma;
2. maRaziaSi stumroba _ maRaziis gare garemo; avtosadgomebi da
maTi usafrTxoeba; amindi;
3. maRaziaSi Sesvla _ personalis misalmeba da keTilganwyoba;
sasaqonlo urikebis raodenoba da maTi gamoyenebis moxerxebuloba;
video-kamerebi; maRaziis mTliani sivrcis danaxvis
SesaZlebloba;
4. maRaziaSi gadaadgileba _ seqciebis aRniSvna; saqonlis ganlageba;
ganaTeba; musika; produqtebis arCevani; sareklamo masalebi da
informaciebi; fasebis done; maRaziis zomebi;
5. sakaso momsaxureba _ rigSi gadatarebuli dro, rigSi Camdgari
adamianebis raodenoba; gasasvlelebis zomebi; TviTmomsaxureobis
salaroebi; gadaxdis formebi; molaris win produqtebis
amolageba; fasebis Semowmeba; fasebis sizuste; SenaZenisTvis
paketebis raodenoba; gasasvlelebSi gasvla;
6. gza saxlisken da produqtebis Senaxva _ avtomobilTan gasvla;
SenaZenis moTavseba; avtosadgomidan gasvlis moxerxebuloba;
SenaZenis saxlSi amolageba; maTi ganTavseba karadebsa da
macivarSi;
7. maragebis Sevseba _ produqtis ganmeorebiTi SeZenis
aucilebloba, rasac astimulirebs sasaqonlo maragebis amowurva;

mTlianobaSi, momsaxureobis gaumjobesebis da drois Semcirebis

mizniT, romelsac momxmareblebi kargaven salaroebTan, maRaziebi
iyeneben uaxles teqnologiebs da kvalificiur personals. maRaziebSi
Target, Kohl’s da sxv. damontaJebulia skanerebi im myidvelTaTvis,
romelTac surT fasebis Semowmeba. Tu produqtze ar aris markireba an
masze aris fasdakleba, momxmareblebs SeuZliaT nivTis aReba, Strix -

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

momxmarebelTa myidvelobiT qcevaze gavlenas axdenen 3 saxis

resursebi : ekonomikuri, droiTi da kognituri (SemecnebiTi). amitom
yvela produqti unda ganvixiloT maTi ekonomikuri, droiTi da
kognituri fasis gaTvaliswinebiT, romlebic unda gadaixadon yidvis
dros momxmareblebma.
ekonomikuri resursebi

ekonomikuri resursebi marketinguli kvlevebis erT-erTi

umTavresi aspeqtia. ekonomikuri resursebis sidide damokidebulia
moxmarebis anu moTxovnis struqturasTan. ojaxis Semosavlebis donesa
da danaxarjebs Soris arsebobs gansazRvruli urTierTdamokidebuleba.
kerZod, ojaxis Semosavlebis zrdasTan erTad moTxovna pirveladi
moxmarebis saqonelze (sakvebi, tansacmeli) mcirdeba. ganviTarebuli
qveynebis mosaxleobas gaaCnia ufro meti Semosavali, ris gamoc isini
Tavis Tavs uflebas aZleven fuli daxarjon siamovnebisTvisac da `Savi
dRisTvisac~ gadadon. rac ufro didia ojaxis Semosavlebi, miT metia
arapirveladi moxmarebis saqonlis SesaZenad daxarjuli Tanxis wili
saerTo xarjebTan mimarTebaSi. rac ufro ganviTarebulia bazari, miT
ufro met Zalisxmevas mimarTaven kompaniebi mosaxleobis Tavisufali
ekonomikuri resursebis dasaufleblad.

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

momxmarebelTa qceva damokidebulia ara mxolod maT Semosavlebze,

aramed maT droiT resursebzec. ra Tqma unda, ekonomikur resursebs
udidesi mniSvneloba aqvs, Tumca Zalze xSirad drois faqtori ufro
prioritetuli xdeba dRevandel realobaSi. mag, SeZlebul adamianebs,
romelTaTvisac fuli ar warmoadgens problemas mravali produqtis
SesaZenad, xSirad ar gaaCniaT dro SopingisTvis.
ekonomikuri mecnierebis safuZvlebis Tanaxmad, rac ufro met
fuls gamoimuSavebs adamiani, miT ufro bevri unda daxarjos bazarze.
tradiciulad iTvleboda, rom dro, romelic gaaCniaT adamianebs, iyofa
2 nawilad: samuSao da Tavisufali. aseTi biujeti gulisxmobda, rom
dro, romelsac adamiani atarebda samuSaos gareT, iyo dasveneba.
marketologma unda icodes, Tu rogor gegmavs misi miznobrivi
segmenti sakuTar dros. Tanamedrove warmodgeniT adamianis droiTi
biujeti Sedgeba 3 ZiriTadi elementisgan:
 anazRaurebadi dro;
 movaleobebis SesrulebisTvis gankuTvnili dro;
 piradi (diskreciuli) dro;
piradi (diskreciuli) dro _ es aris Tavisufali dro, anu
dasveneba, rodesac adamianebi ar grZnoben araviTar ekonomikur,
iuridiul, moralur, socialur an fizikur valdebulebebs.
ukanasknel wlebSi Tavisufali drois biujeti bevri
adamianisTvis Semcirda samuSao drois sasargeblod.
arapirad (aradiskreciul) dros miekuTvneba fizikuri procesebi
(Zili, piradi higiena, erTi adgilidan meoreze gadaadgileba da a.S.),

103
socialuri da moraluri valdebulebebis Sesrulebis dro. Semosavlebis
matebasTan erTad izrdeba fizikuri da socialuri valdebulebebi.

Tavisufali drois tradiciuli koncefcia

24 saaTi

samuSao dasveneba

Tavisufali drois Tanamedrove koncefcia

24 saaTi

samuSao arapiradi dro piradi dro

anazRaurebadi dro dro movaleobebis Tavisufali dro

SesrulebisTvis

sur. 1 momxmarebelTa drois biujetis koncefcia

metismetad dakavebul adamianebs uWirT drois racinaluri

gadanawileba. bevri adamiani ZilisTvis gankuTvnili drois Semcirebis
xarjze cdilobs meti dro moaxmaros sakuTar saWiroebebs. dasvenebis
droiTi biujeti Zalian moTxovnadi produqtia. aSS-Si Catarebuli
gamokiTxvis Sedegad gairkva, rom dasaqmebulTa 75 % mzad iyo Tavisi
dRiuri xelfasis nacvlad erTi dRe daesvena. xSirad momxmarebelTa
Semosavlebis zrdasTan erTad dro, romelsac isini siamovnebiT
daxarjavdnen sxvadasxva SenaZenis gakeTebaze, sagrZnoblad mcirdeba. es
garemoeba iwvevs savaWro markebis rolis amaRlebas momxmarebelTa
TvalSi. Tu igi endoba brends, Sesabamisad nakleb dros daxarjavs
ganmeorebiT Sesyidvebze.

reklamis damkveTebi TavianT sareklamo mimarTvebSi xSirad

akeTeben xazgasmas droze _ rogorc faseulobaze. magaliTad, zogierTi
maRaziis reklamaSi xazgasmulia farTo gasasvlelebis da meti salaro-
104
aparatebis Sesaxeb, rac momxmarebels mianiSnebs produqtebis SeZenisas
naklebi drois daxarjvis albaTobaze.

droiTi biujetis komponentebi konkurencias uweven erTmaneTs,

radgan TiToeuli maTganisTvis sruliad gansxvavebuli produqtebia
gankuTvnili. dasvenebisTvis Cven vyidulobT erTi tipis saqonelsa da
momsaxurebas, xolo profesiuli saqmianobis gaTvaliswinebiT ki _ sxvas.
aseve gansxvavebulia droiTi biujetidan gamomdinare Cvens mier fuladi
saxsrebis xarjvis intensivobac.

TviT saqonelsac gaaCnia droiTi Tvisebebi, romelic warmoadgens

mniSvnelovan marketingul aspeqts. iseT saqonels, rogoricaa wignebi,
Txilamurebi, tansacmeli, sportuli inventari, sWirdebaT dro
gamoyenebisTvis. daxarjaven ki did dros momxmareblebi aseTi saqonlis
SesaZenad? es damokidebulia imaze, Tu rogor gaanawilebs TiToeuli
individi mis gankargulebaSi arsebul 24 saaTs. rogorc wesi, samuSao
dro izrdeba Semosavlebis zrdasTan erTad, xolo dasvenebisTvis
gankuTvnili dro ki mcirdeba. dilema saxelad `dro _ fulia~, sul
ufro meti adamianis winaSe dgas dRevandel pragmatul samyaroSi.

iseTi inovaciebi, rogorebicaa naxevarfabrikatebi, gayinuli

produqtebi, saqonlis saxlSi mitanis servisi, mikrotalRuri Rumelebi,
sarecxi da saSrobi manqanebi, zrdian dasvenebisTvis gankuTvnil dros.
zogierTi saqoneli da momsaxureba ki uzrunvelyofs momxmareblisTvis
ramdenime problemis gadaWras erTdroulad, anu muSaobs
poliqromulobis principiT _ mag, samrecxaoebi, sadac TeTreulis
Cabareba_miReba SesaZlebelia avtomanqanidan gadmousvlelad;
spacialuri peijerebi, romlebic pacientebs aZleven poliklinikis
siaxloves seirnobis saSualebas misi miRebis drois dadgomamde;
internet_radio da analogiuri videoservisebi adamianebs aZleven
sayvareli musikis mosmenis an programebis miRebis saSualebas
kompiuterze muSaobis paralelurad; mobilur telefonze saubari da a.S.

drois monoqromuli gamoyeneba ki niSnavs drois monakveTSi

mxolod erTi saxis saqmianobis Sesrulebas.

105
 kognituri resursebi

kognituri resursebi _ es aris adamianis mentaluri

(inteleqtualuri) unar-Cvevebis erToblioba, romlebic aucilebelia
informaciis kvalificiuri damuSavebisTvis. momxmarebelTa am
resursisTvis gamyidvelebi ibrZvian iseve, rogorc maTi droisa da
fulisTvis.
momxmarebelTa kognituri resursebi SezRudulia, radgan
adamianebs ar SeuZliaT erTdroulad ramdenime informaciuli siaxlis
aTviseba. kompaniebi eqiSpebian erTmaneTs swored imisTvis, rom
momxmarebelma aRiqvas misi informacia, daamuSaos igi da gamoitanos
Sesabamisi daskvnebi firmis upiratesobebis Sesaxeb.
SesaZlebloba da unarebi _ aris kognituri resursebi, romelTa
gamoyenebac momxmareblebs SeuZliaT drois gansazRvrul momentSi
informaciis dasamuSaveblad.
SemecnebiTi unaris gavrcelebas ewodeba yuradReba.
yuradRebas gaaCnia 2 ZiriTadi ganzomileba: mimarTuleba da intensivoba.
yuradRebis mimarTuleba _ es aris fokusi konkretul obieqtze.
ramdenadac momxmareblebs ar ZaluZT drois nebismier konkretul
momentSi arsebuli yvela Sida da gare gamRizianeblis damuSaveba, isini
SerCeviT axdenen am SezRuduli resursis ganawilebas. zogierT
gamRizianebels aqceven ufro met yuradRebas, sxvebs ki ukeTeben
ignorirebas.
yuradRebis intensivoba warmoadgens kognitiuri resursebis
odenobas, romelic saWiroa momxmareblis mxridan gamRizianeblis
identificirebisTvis. xSirad momxmareblebi xarjaven zustad imden
dros, ramdenic aucilebelia gamRizianeblis Secnobaze, Semdeg ki
gadaamisamarTeben mas sxva mimarTulebiT. zogierT SemTxvevaSi
momxmareblebi sareklamo gamcxadebebs uTmoben minimalur dros,
ramdenic aucilebelia misi arsis zedapiruli gagebisTvis, zogjer ki
isini srulyofilad amuSaveben sareklamo mimarTvebs da uRrmavdebian
mis arss. mag, adamiani, romelic winaswar gegmavs Tavis Svebulebas,
interesdeba yvela im sareklamo SetyobinebiT, romelic exeba misTvis
aqtualur Temas.

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.

integrirebuli marketinguli komunikaciebi

ukanaskneli aTwleulis ganmavlobaSi marketinguli

komunikaciebis industria axdens mniSvnelovani cvlilebebis
demonstrirebas. es aris integrirebuli marketinguli programebis Seqmna
(imk).

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.

integrirebuli marketinguli komunikaciebi tradiciuli

komunikaciebisagan gansxvavdeba Semdegi poziciebiT:

1. imk _ programebi moicavs yvelafers. misi dagegmvisas xdeba

reklamis, piradi gayidvebis, savaWro sivrcis atmosferos da
adgilze vaWrobis programebis, qcevis cvlilebaTa programebis,
sazogadoebasTan kavSirebis, investorebTan kontaqtebis
programebis, personalTan kavSirebis da komunikaciaTa sxva
formebis gaTvaliswineba;
2. imk _ programebi aris unificirebuli. saerTo ideas eqvemdebareba
rogorc sxvadasxva media-saSualebebSi ganTavsebuli Setyobinebebi,
aseve personalis SerCevis, sacalo atmosferos Seqmnis programebi
da a.S;
3. imk _ programebi gamoirCeva mizanmimarTulebiT. sazogadoebasTan
kavSiris programebi, sareklamo kampaniebi, gayidvis adgilebSi
gasaRebis stimulirebis programebi _ yvelaferi mimarTulia erTi
da imave marketinguli miznebis misaRwevad;
4. imk _ programebi axdenen sacalo organizaciebis komunikaciaTa
yvela komponentebis koordinirebas;
5. imk _ programebi xazs usvamen dasaxuli miznebis miRwevis
efeqtianobas komunikaciuri arxebis SerCevis da marketingul
mediaSi resursebis ganawilebisas;

kvlevebis Tanaxmad, stimulirebis RonisZiebaTa mxolod naxevari

aris ekonomikurad momgebiani da amitom swored es faqti qmnis
moTxovnilebas saqonlis reklamis da win wawevis integrirebul
programebze. bevri sareklamo saagento aerTianebs Tavis struqturul
erTeulebs da qvedanayofebs momxmareblebisTvis ufro srulyofili da
ekonomikurad sasargeblo `paketebis~ Sesaqmnelad.

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.

amrigad, yidvis procesi aris myidvelobiTi gadawyvetilebis metad

mniSvnelovani, magram ara ukanaskneli stadia. marketologs unda
axsovdes im procesebis Sesaxeb, rodesac myidveli daasrulebs
transaqcias _ gadaixdis SenaZenis Rirebulebas da miiRebs mas sakuTar
gankargulebaSi.

saqonlis yidvisSemdgomi procesebis analizi

saqonlis moxmarebis procesis modeli

yidvis procesis Semdeg momxmarebeli Tavis SenaZenTan mimarTebaSi

amJRavnebs qcevis ramdenime variants. man SeiZleba daitovos produqti an
moicilos (mTlianad an droebiT). Senaxuli produqti SeiZleba
gamoyenebuli iqnes:

a) ZiriTadi an pirdapiri daniSnulebiT;

b) axali miznebisTvis;
g) Sesanaxad an sasawyobod.

109
 mwarmoebelma unda gaiTvaliswinos produqtis gamoyenebis yvela
SesaZlo variantebi, raTa uzrunvelyos gayidvaTa ufro meti moculoba,
momxmareblis dakmayofilebis maRali xarisxi da misi usafrTxoeba.

magaliTad, kompiuterebis mwarmoebelma unda icodes, Tu risTvis

gamoiyenebs kompiuteris mocemul models momxmarebeli da ra mizniT _
teqstebTan, eleqtronul cxrilebTan samuSaod, komunikaciebisTvis
(faqs_modemi) Tu TamaSebisTvis.

gamoyenebis usafrTxoeba gulisxmobs produqtis gamoyenebis yvela

SesaZleblobis gamovlenas imisTvis, rom acilebuli iqnes negatiuri
Sedegebi _ letaluris CaTvliT. amitom iseT produqtebs, rogoricaa
eleqtro saqoneli da wamlebi, gaaCniaT ara mxolod gamoyenebis, aramed
usafrTxoebis teqnikis instruqciebic.

moxmarebas SeiZleba gaaCndes ritualuri, sawesCveulebo da

Cveulebrivi, yoveldRiuri xasiaTi. ritualuri moxmareba
marketologisTvis niSnavs damatebiTi SesaZleblobebis gamovlenas
safaso gadawyvetilebebSi, yidvis motivaciaSi da gavrcelebis sistemis
formirebaSi. moxmareba SeiZleba moxdes specifikuri wesiT, Tu sagani
iZens gansakuTrebul mniSvnelobas momxmareblisTvis. ritualuri
moxmarebis sagnebi icvlian Tavis mniSvnelobas ritualis procesSi da
personificirdebian _ iZenen romelime pirovnebis Tvisebebs an
idenficirdebian garkveul movlenebTan, mniSvnelovan da Rirssaxsovar
adgilebTan.

iZulebiTi moxmareba _ moxmarebis modelebma SeiZleba miiRon

absoluturad araproduqtiuli, damangreveli formebi da mimarTulebebi.
termini _ iZulebiTi moxmareba aRniSnavs iseT qmedebebs moxmarebis
sferoSi, romelTa ganxorcielebac, marTalia, xdeba
TviTdamkvidrebisTvis, magram iTvleba miuRebel, gadametebul da saziano
qmedebad. miRebuli kmayofileba ki, rogorc wesi, droebiTia, romlis
yvelaze gavrcelebuli Sedegi aris _ danaSaulis da umweobis grZnoba.

azartuli TamaSebi _ iZulebiTi moxmarebis erT-erTi

gavrcelebuli saxea, gansakuTrebiT axla, rodesac praqtikulad yvelgan
SeiZleba SevniSniT aseTi TamaSebis sarealizacio dawesebulebebi. maTgan

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.

Sopingis mania _ esec iZulebiTi moxmarebis formaa.

Tavgamodebuli Soperebi garkveulwilad emsgavsebian alkoholiks an
narkomans. maT unikalur Tvisebas warmoadgens is, rom mniSvnelobas
aniWeben ara Sedegs, anu sagnis flobas, aramed TviT yidvis process.
aseT adamianebs xSirad uRiarebiaT, rom maT mier SeZenili nivTebi
iSviaTad yofila sasargeblo da gamosadegi.

yidvisSemdgomi procesebis Sefaseba

yidvis procesis Semdeg momxmarebeli ganicdis kmayofilebis an

ukmayofilebis grZnobas, anu adgili aqvs reaqcias yidvaze, romelic ar
SeiZleba ar ainteresebdes marketologs.

riT ganisazRvreba momxmareblis grZnoba yidvis Semdgom

periodSi? pasuxi mdgomareobs momxmareblis molodinsa da nayid
saqonels Soris aRqmis TanafardobaSi. Tu saqoneli ar amarTlebs
molodins, myidveli ukmayofiloa, Tu amarTlebs _ kmayofili, xolo Tu
saqoneli aWarbebs molodins _ myidveli, ra Tqma unda, aRtacebulia.

TiTqmis yoveli msxvili nayidoba iwvevs SemecnebiT, anu

kognitiur disonanss _ diskomfortis grZnobas, romelic gamowveulia
arCevanis sisworeSi daeWvebiT. praqtikulad aseTi eWvi myidvels
yovelTvis uCndeba yidvis Semdeg. Tavidan momxmarebeli kmayofilia
nayidi markis saqonlis upiratesobiT da im faqtiT, rom Tavidan aicila
mis mier uaryofili markis saqonlis naklovanebebi, magram arCevani _ es
yovelTvis kompromisia. ar SeiZleba momxmarebelma ar ifiqros arCeuli
markis naklovanebebze da mis mier uaryofil danarCen markaTa
upiratesobebze, amitom yoveli yidvis aqtis Semdeg momxmarebli ganicdis
SemecnebiT (kognitiur) disonanss Tundac minimaluri saxiT.

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.

momxmareblis molodinis gamarTlebis modeli

arsebobs ramdenime meTodi, romliTac marketologebs SeuZliaT

momxmarebelTan kavSiris gaZliereba. amis miRweva SesaZlebelia
klientTa monacemebis specialuri bazis SeqmniT _ aseTi gziT
SesaZlebelia myidvelTa moTxovnilebebis optimaluri dakmayofileba.
PepsiCo Inc., Pizza Hut da sxva swrafi kvebis kompaniebi moqmedeben
eleqtronuli sistemebis saSualebiT, sadac Seyvanilia 10 mln-ze meti
momxmareblis monacemebi, romlebic sistematurad sargebloben maTi
momsaxurebiT.

kembrijis strategiuli dagegmvis institutSi (Strategic Plannig Institute)

gaaanalizes ≈ 2600 kompaniis muSaoba 15 wlis ganmavlobaSi iseTi
kriteriumebis mixedviT, rogoricaa: bazris wili, investiciebidan
miRebuli mogeba da ZiriTadi fondebis brunva. gamokvleuli iqna Tema:
,,marketinguli strategiis gavlena mogebis doneze”, ris Sedegadac
gakeTda erTmniSvnelovani daskvna: finansuri situacia pirdapir
kavSirSia im faqtTan, Tu rogor aRiqvams kompania saqonlis da
momsaxurebis xarisxs.

xarisxis totaluri kontroli _ es aris saqmianobis filosofia,

romelsac safuZveli Caeyara 70-iani wlebidan, rodesac iaponelebma
seriozulad aRiqves xarisxisTvis brZolis pioneris _ u. edvards
demingis gakveTilebi. iaponurma kompaniebma daiwyes ,,xarisxis totaluri
kontrolis” meTodis praqtikaSi gamoyeneba, romlis arsi mdgomareobda

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.

zogierTi kompaniisTvis xarisxis amaRleba niSnavs masze

kontrolis gaumjobesebas, rom Semcirdes saqonelSi defeqtebis
raodenoba, romelic ase aRizianebs momxmarebels, sxvebisTvis ki _
xarisxis mniSvnelobis gazviadebas, magram xarisxis totaluri kontroli
gulisxmobs ufro mets, vidre yovelive zemoTqmuli _ kerZod, kompaniis
absolutur erTgulebas xarisxis mudmivi amaRlebis ideisadmi. xarisxze
zrunva iwyeba xelmZRvanelobis umaRlesi rgolis Zlieri erTgulebidan.
mravalma kompaniam vice-prezidentis an xarisxis direqtoris meTaurobiT
dRes ukve Seqmna sakuTari ,,xarisxis kompleqsuri marTvis programa”.
garda amisa, organizaciis yvela doneze personali unda iyos
ganaTlebuli da dainteresebuli xarisxis prioritetuli
uzrunvelyofiT. ukve gamoSvebul saqonelSi defeqtebis aRmoCenis da
aRmofxvris magivradxarisxis totaluri kontrolis meTodi gvTavazobs
defeqtebis warmoSobis acilebas saqonlis konstruqciis Secvlis da
sawarmoo procesebis srulyofis xarjze. saqonlis defeqtebis meqanikuri
aRmofxvris garda, absoluturi xarisxis saboloo mizani mdgomareobs
misi samomxmareblo Rirebulebis amaRlebaSi.

bevrma kompaniam gadaaqcia xarisxi mZlavr strategiul iaraRad.

strategiuli xarisxi gulisxmobs mowinaaRmdegeebis damarcxebis unars
iseTi saqonlis da momsaxurebis mudmivi miwodebis saSualebiT, romelic
ukeT akmayofilebs myidvelTa moTxovnilebebs. rogorc erTi eqsperti
amtkicebs: ,,xarisxi amocana ki ar aris, romelic aucileblad unda
amoxsnaT, aramed _ konkurenciis SesaZlebloba”, Tumca sxvebi Tvlian,
rom amJamad xarisxi gadaiqca konkurentul aucileblobad, ris
Sedegadac imarjveben mxolod is kompaniebi, romlebic bazars
sTavazoben umaRles SesaZlebel xarisxs.

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.

zogierTebi iaponias adanaSauleben misi saqonlis SeWraSi

amerikul bazarze upatiosno xerxebiT, Tumca amerikeli eqspertebis
umetesobam daikava absoluturad sawinaaRmdego pozicia da faqtebze
dayrdnobiT gaakeTes daskvnebi imis Sesaxeb, rom iaponia ,,ugebs” aSS-s,
amis mizezi ki aris _ xarisxis totaluri kontrolis politika.
xarisxze pasuxismgebloba _ es aris giganturi Sroma, romelic unda
daiwyos umaRlesi xelmZRvanelobidan, romlis amocanad unda iqces:
,,ofisidan gamosvla”, momxmareblebTan Ria urTierTobebis damyareba,
teqnologiuri procesebis yvela niuansis codna, kadrebis denadobis
Semcireba, novatorobis da cvlilebebis waxaliseba. es yvelaferi,
rasakvirvelia SeiZleba iyos sariskoc da ZviradRirebulic, magram unda
gvaxsovdes, rom sasworze devs kompaniis momavali usastikesi
konkurenciis pirobebSi.

momxmareblis dakmayofileba damokidebulia yidviswinare

molodinis realizaciaze. ganvixiloT, ra SeiZleba moxdes, Tu
myidvelma SeiZina mobiluri telefoni sareklamo gancxadebis
gaTvaliswinebiT, romelic iuwyeboda, rom ,,aparati uzrunvelyofs
mkafio kavSirs qalaqis mTel teritoriaze” da uceb aRmoaCens, rom
arsebobs kavSiris miRebis geografiuli SezRudvebi. miuxedavad imisa,
rom sxva markis telefonsac SesaZloa hqondes kavSiris zustad aseTive
problemebi, am kompaniam Tavisi reklamiT Seqmna winapiroba momxmareblis
mcdari molodinisTvis. savsebiT bunebribvia, rom am dros
momxmarebelma gamoxatos Tavisi ukmayofileba, ar aris gamoricxuli
dadanaSauleba motyuebaSi. rogor unda moiqces kompania? _ unda eridos

114
gazviadebas! myidvelma SeiZleba namdvilad daijeros micemuli dapireba
da maSin mas mouwevs pasuxismgeblobis aReba aseTi SelamazebisTvis.

,,Cven vaxdenT xarisxis srulyofas~ _ es aris Cveulebrivi

sareklamo mimarTva, magram momxmarebeli aseTi mimarTvebis mimarT
xSirad skeptikurad aris ganwyobili: ,,asea? dagvimtkiceT! ” amrigad,
garantiis sakiTxi iZens principul mniSvnelobas. garantiebi
warmoadgenen metad mniSvnelovan faqtors axali savaWro markebis
Sefasebisas, garantiis strategiis SemoqmedebiTi Sesrulebisgan mogebis
miReba SeuZlia nebismier kompanias.

kompania regularulad unda swavlobdes Tavisi momxmareblebis

dakmayofilebis xarisxs. ar Rirs imis varaudi, rom isini TviTon mivlen
da ganacxadeben amis Sesaxeb. 96% ukmayofilo momxmareblebisa arasodes
ar mimarTaven kompaniis warmomadgenlebs Tavisi pretenziebiT, amitom
kompaniam unda Seqmnas momxmarebelTan ukukavSiris sistema, romelic
waaqezebs maT sakuTari ukmayofilebis gamosaxatavad. magaliTad, aSS-Si
telefoniT 800-is akrefisas, nebismier momxmarebels SeuZlia sakuTari
pretenziis an survilebis gamoTqma ama Tu im firmis mimarT.
mniSvnelovania aseve, rom ukukavSiri Seexos marTvis yvela dones da misi
daxmarebiT miRebuli informacia gaxdes amosavali wertili saqonlis da
momsaxurebis srulyofisTvis.

momxmareblis reaqcia daukmayofilebel SeZenaze

mravalwliani kvlevebi gviCveneben: saqonliT an momsaxurebiT

ukmayofilebas gamoTqvamen momxmareblebis 20-dan 50%-mde, saSualod
≈ 1/3. amave dros, daukmayofilebel momxmarebelTa saCivrebis 40% modis
sacalo savaWro obieqtebze da mxolod 5% _ mwarmoebelTa misamarTiT.

ukmayofilo myidvelTa qcevas gansazRvravs 2 mTavari

determinanti _ kulturuli faseulobebi da qcevis aseTi modelisadmi
piradi damokidebuleba. magaliTad, Cinelebi saCivrebs mimarTaven
mxolod ukidures SemTxvevaSi, radganac maTi tradiciuli faseulobebia
_ sazogadoebrivi harmonia, zomiereba da kompromisis unari.

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.

marketologebi unda gamovidnen im mosazrebidan, rom praqtikulad

SeuZlebelia yvelas gulis mogeba yovelTvis, amitom momxmareblis
daukmayofileblobis SemTxvevaSi kompaniisTvis saukeTeso gamosavalia _
rodesac es ukmayofileba waredgineba TviTon mas da sxvas aravis.
reaqciis aseTi tipi axdens kompaniis yuradRebis koncentrirebas mis
problemebze, iZleva aucilebeli Sesworebis gakeTebis saSualebas da
axdens pirdapiri negatiuri komunikaciis minimumamde dayvanas.

samwuxarod, bevri momxmarebeli ar acxadebs Riad Tavis

pretenziebs, ris Sedegadac movaWreebi da mwarmoeblebi kargaven
momxmareblebTan ukukavSiris da Secdomebis gamosworebis
SesaZleblobas, rac asustebs bazarze maT konkurentul statuss.

umsxvilesi globaluri kompaniebis praqtika adasturebs

mwarmoeblis bazarTan ukukavSiris udides mniSvnelobas. ase magaliTad
,,General Electric” yovelwliurad 10 mln. dolars xarjavs Tavis ,,mopasuxe
centrze”, romelic ufaso telefoniT (800) iRebs daaxloebiT 3 mln.
zars.

,,Procter & Gamble” operatiulad asworebs Tavis Secdomebs SesafuT

yuTze misawebebeli etiketis SinaarsSi; ,,Burger King” iRebs daaxloebiT 4
aTas zars dReSi Tavis 24-saaTian cxel xazze. zarebis 65% _
momxmarebelTa pretenziebia, romelTa 95%-is gadaWrac xdeba pirveli
darekvisTanave. im faqtis dasadastureblad, rom momxmareblebi
namdvilad kmayofilni arian, pretenziis Semcveli satelefono zarebis
25%-s kompania xelaxla amowmebs maTTan gadarekvis gziT 1 Tvis
ganmavlobaSi.

amrigad, marketologma unda moZebnos ara mxolod ukmayofilo

momxmarebeli da reagireba moaxdinos maT saCivrebze, aramed Tavisi

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.

bevr kompanias erTxel daukmayofilebeli myidvelis SenarCuneba

misi pretenziebis gadaWriT ujdeba ufro iafi, vidre axali myidvelis
mozidva reklamis da sxva marketinguli komunikaciebis daxmarebiT.
erTguli momxmareblis SenarCunebaze gaweuli danaxarjebi xSirad
4_5-jer ufro naklebia, vidre axali momxmareblis mozidvaze.

momxmareblis dakmayofilebis aspeqtebi

momxmareblis dakmayofileba warmoadgens bazarze kompaniis

warmatebuli saqmianobis erT-erT ZiriTad prioritets:

 kmayofili myidveli saqonels iZens ganmeorebiT;

 yidulobs am kompaniis sxva produqtebsac;
 warmoadgens kompaniasa da saqonelze sasurveli informaciis
wyaros;
 nakleb yuradRebas aqcevs konkurentuli firmebis saqonlis
reklamas;
 bevri marketologi cdilobs ara marto daakmayofilos myidvelebi,
aramed gamoiwvios maTSi aRtacebis grZnobac. kmayofili myidveli
ki, rogorc wesi, karg Sefasebas aZlevs kompaniis saqonels.
kompaniebi ,,Chrysler” da ,,Ford” atareben myidvelebis gamokiTxvas
Tavisi avtomobilis SeZenidan 1 Tvis, Semdeg ki _ 1 wlis Semdeg. ,,Chrysler”
gamokiTxvas awarmoebs telefoniT, ,,Ford” ki yovelwliurad 10 mln.
dolars xarjavs Tavisi dilerebis werilobiT gamokiTxva_angariSze,

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

sur. 1 savaWro markis momxmarebelTa struqtura

suraTze mocemulia konkretuli markis myidvelTa struqtura

drois mocemul momentSi. myidvelTa saerTo ricxvidan nawili
kmayofili iqneba SenaZeniT. marketologebs didi Zalisxmeva sWirdebaT
imisTvis, rom es nawili gaxadon maqsimalurad moculobiTi. aseTi
Zalisxmevis motivacia mdgomareobs imaSi, rom kmayofili myidvelebis
nawili gaxdeba ukve ganmeorebiTi myidveli, anu xelmeored gaakeTebs
SenaZens. CvenTvis ki ukve cnobilia, rom ganmeorebiTi myidvelebi xSirad
ufro momgebiania, vidre axali.

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.

bevri ganmeorebiTi myidveli saqonels yidulobs Cveulebidan

gamomdinare an misi xelmisawvdomobis da dabali fasis gamo, amitom maTi
,,gadabireba” advilad SeuZliaT konkurentebs. es myidvelebi ar arian
markisadmi loialurni da erTgulni. marketologis amocanas
warmoadgens ganmeorebiTi myidvelebis maqsimaluri nawilis gadaqceva
markis ,,patriotebad”, romelTac veRar ,,gadaibireben” konkurentebi.
erTguli myidveli ganicdis markisadmi megobrul grZnobebs, romelsac
gamoxatavs, magaliTad, ase: ,,SesaniSnavi markaa”, ,,me miveCvie am markas”.
samarko loialuroba dakavSirebulia TviTidentifikaciasTan da
myidvelis rwmenasTan, rom marka asaxavs da aZlierebs misi
TviTkoncefciis (damoukidebloba, mizanmimarTuloba, saqmianoba,
romantiuloba, aqtiuri cxovrebis stili da a.S.) zogierT aspeqtebs.
loialurobis aseTi identifikaciuri tipi mniSvnelovania statusis
simbolos matarebeli saqonlisTvis (tansacmeli, saaTebi, avtomanqanebi,
ganaTleba).

erTguli myidvelebi yidvis procesSi did dros ar kargaven

damatebiTi informaciis moZiebasa da analizze. maT axasiaTebT agreTve
konkurentebis marketinguli stimulirebis RonisZiebebisadmi
(fasdaklebebi da a.S.) mdgradoba. erTeul SemTxvevebSi maT mier
konkurirebadi markebis SeZena ki warmoadgens reaqcias fasdaklebaze,
Semdeg ki momxmarebeli kvlav ubrundeba Cveul markas.

erTguli, anu mudmivi myidvelebis segmentis CamoyalibebisTvis

kompaniis produqti / momsaxureba mudmivad unda Seesabamebodes an
aWarbebdes momxmarebelTa molodins. momxmareblebi ki, Tavis mxriv,
darwmunebulni unda iyvnen imaSi, rom kompania afasebs TiToeul maTgans
da akeTebs Tavisi SesaZleblobebis maqsimums maTi problemebis
warmatebiT gadasaWrelad.

119
 saqonlis utilizacia da misi variantebi

saqonlis utilizaciis (mocilebis) problema ipyrobs

marketologTa sul ufro met yuradRebas, gansakuTrebiT ganviTarebul
qveynebSi. arsebobs utilizaciis 3 varianti:

1. sruli mocileba;
2. gadamuSaveba;
3. xelmeore realizacia alternatiul bazarze (remarketingi);

sruli mocileba

produqtisgan gaTavisuflebis aucilebloba SesaZloa iyos

droebiTi an mudmivi. produqtis mocileba SesaZlebelia mis
gamoyenebamde, gamoyenebis procesSi da mis Semdeg. xSir SemTxvevaSi
axali saqonlis SeZenis aucilebloba aRiZvreba im dros, rodesac Zveli
jer kidev funqcionirebs. aseTi gadawyvetilebis safuZveli SeiZleba
gaxdes momxmareblis survili _ SeiZinos axali Tvisebebis mqone
saqoneli, agreTve garemo pirobebis cvlileba (magaliTad, Zveli
macivari aRar uxdeba axal samzareulos dizains), individis socialuri
rolis an misi TviTSefasebis Secvla.

magaliTad, nayidi, magram arasaWiro nivTis mocileba

SesaZlebelia vinmesTvis Cuqebis gziT, kompiuteris diskze Cawerili
programuli produqciis mocileba _ misi diskidan waSliT.
teqnologiurad daZvelebuli produqtis mosacileblad kompania ,,Dell”-ma
SeimuSava momxmareblisgan maTi gamosyidvis programa uaxlesi modeliT
Secvlis SeTavazebiT.

gamoyenebuli produqtis utilizaciis problemis gadaWra

uzarmazar gavlenas axdens saxelmwifo politikis Camoyalibebaze. Cven
vcxovrobT erTjeradi sagnebis samyaroSi, rasac mivyavarT udidesi
raodenobis narCenebis warmoqmnisken, rac did problemebs uqmnis
garemomcvel bunebas.

120
 gamoyenebuli saqoneli

saqonlis datoveba saqonlis sruli mocileba saqonlis droebiTi

mocileba

gamoyeneba saqonlis gadakeTeba Senaxva arendiT Cabareba sxva pirisaTvis

daniSnulebis ise, rom asrulebdes Txoveba
mixedviT sxva funqciebs

gadagdeba micema gacvla gayidva

Semdgomi Semdgomi uSualod Suamavlis Suamavalze

gayidvisT gamoyene momxmarebl
meSveobiT
vis isTvis
bisTvis

sur. 2 saqonlis utilizaciis SesaZlo variantebi

121
 gadamuSaveba

erT-erTi gamokiTxvis monacemebiT, respodetTa 15%-ma aRiara, rom

isini arian kriJanebi _ ar uyvarT arasaWiro nivTebis gadagdeba,
respodentebis 64% Zvel nivTebs inaxavs SerCevis proncipiT da mxolod
gamokiTxulTa 20%-ma upasuxa, rom icileben yvela arasaWiro da Zvel
nivTs.

momxmareblebSi sayofacxovrebo narCenebis Cabarebis Cveulebis

gamomuSaveba maTi gadamuSavebis mizniT _ aris sazogadoebrivi
ganviTarebis prioritetuli mimarTuleba mraval qveyanaSi. narCenebis,
SesafuTi masalebis, saofise teqnikis da sxva nivTebis utilizacia ukve
didi xania warmoadgens ekologiuri organizaciebis, saxelmwifo
struqturebis da farTo sazogadoebis mwvave interesis sagans, romelic
bizness ubiZgebs garemomcveli bunebis SenarCunebisTvis zrunvisken.
ase magaliTad, evropaSi kompiuterebis mwarmoebelma umsxvilesma
germanulma kompaniam _ ,,Siemens Nixdorf Informationsystem” SeimuSava
kompiuterebis korpusebi da sxva nawilebi specialuri plastmasisgan
maTi gadamuSavebis SesaZleblobis gaTvaliswinebiT. am kompaniam Seqmna
msoflioSi pirveli specialuri centri haderbornSi, sadac xdeba
kompiuteris plastmasis nawilebis avtomaturi identifikacia, sortireba
da daqucmaceba. kompiuteris gadamuSavebuli masalebis ≈ 90 % SesaZloa
gamoyenebuli iqnes xelmeored.

iaponiaSi, magaliTad, brunvaSi trialebs narCenebis daaxloebiT

40% da moqalaqeTa damyolobis aseTi SedarebiT maRali done mocemul
sakiTxSi aixsneba imiT, Tu ra socialur azrs deben iaponelebi
narCenebis utilizaciaSi. xelisuflebis politikac mosaxleobisgan
narCenebis Sekrebis mimarT Camoyalibebulia sakmaod gonivrulad:
nagavmzidi manqanebi periodulad dadian quCebSi da xmis megafonebiT
CarTuli aqvT klasikuri musika an sabavSvo simRerebi, rac mosaxleobaSi

122
iwvevs gamoyenebuli sagnebis Cabarebis survilis stimulirebas misi
xelaxali gadamuSavebisTvis.

sxvadasxva kompaniebSi agrZeleben resursebis ufro racionaluri

gamoyenebis axali gzebis Ziebas xSirad aqtivisti momxmareblebis
organizebuli jgufebis zemoqmedebiT. magaliTad, swrafi momsaxurebis
restornebis qselma ,,Mc Donald’s” sazogadoebis zegavleniT Sewyvita
fenoplastis gamoyenebiT damzadebuli SesafuTi masalebis gamoyeneba.
evropaSi ganlagebuli am qselis restornebSi eqsperimentis saxiT
saWmlis mirTmeva xdeba simindis fqvilisgan damzadebul sakvebad
vargisi SefuTviT.

SefuTvis da produqtis moxmarebis narCenebis utilizaciis

siadvile gaxda miznobrivi sabazro segmentisTvis SemuSavebuli
marketinguli kompleqsis komponenti. kompania ,,Procter & Gamble”
iyenebda gadamuSavebul qaRalds Tavisi produqtebis daaxloebiT 80%-is
SesafuTad. kompania ,,Mobil Chemical” uSvebs paketebs narCenebisTvis,
romlebic avtomaturad iSleba mzis sxivebis zemoqmedebiT.

saqonlis xelmeore realizacia alternatiul bazarze

xSirad produqti inarCunebs Tavis fizikur formas, magram kargavs

sakuTari mflobelis moTxovnilebis dakmayofilebis unars. es
damaxasiaTebelia iseTi sasaqonlo jgufebisTvis, rogoricaa, magaliTad,
moduri tansacmeli, vadagasuli kvebis produqtebi, Zveli gazeTebi da
Jurnalebi, saofise teqnika da a.S.

naxmari saqonlis xelmeore realizacia, romlis procesSic adre

SeZenili sagnebi eqvemdebarebian gacvlas an gayidvas, axdens
momxmarebelTa qcevis kidev erTi saintereso aspeqtis demonstrirebas.

123
 momxmarebelTa produqtisgan gaTavisuflebis problemebiT
marketologebis dainteresebis erT-erT mizezs warmoadgens am problemis
dakavSireba yidvis Sesaxeb momxmareblis gadawyvetilebasTan.

jer erTi, momxmareblis mier produqtis mocileba SeiZleba gaxdes

axali SenaZenis winapiroba. es xdeba maSin, rodesac momxmarebels ar
hyofnis resursebi (sivrce an fuli) axali produqtisTvis. magaliTad,
momxmareblisTvis aucilebelia Zveli kompiuteris gayidva, raTa eyos
fuli da adgili axali kompiuterisTvis. aseT situaciebSi mwarmoebels
da sacalo movaWres SeuZlia daexmaros momxmarebels Zveli produqtis
mocilebaSi misi remontis da gayidvis organizebiT.

meore, naxmari produqtebis bazars SeuZlia ramdenadme Seamciros

axali produqtebis bazari, risTvisac mzad unda aRmoCndes marketologi.
magaliTad, amerikuli universitetebis wignis maRaziebi yidian naxmar
saxelmZRvaneloebs fasdaklebiT. fasdaklebis zoma axdens SeZenis
motivirebas, damokidebulia wignis Sinaarsis aqtualurobaze da
SesaZloa miaRwios 95%-s. maRali geografiuli mobilurobidan
gamomdinare am universitetebis studentur garemoSi Cveulebrivia
naxmari kompiuterebis da avejis bazari.

meoradma bazrebma didi gavrceleba hpoves internetSi. Tu adre

naxmari sagnebis Sesaxeb informaciis moZiebas momxmareblebi axdendnen
prais-furclebis daxmarebiT, romlebic ibeWdeboda gazeTebSi, dReisTvis
bevrad ufro xelmisawvdomia sxvadasxva veb-gverdebi, romlebic amas
akeTeben ufro Tanamedrove meTodebiT. momxmareblebs Soris Zalian
popularulia veb-gverdebi _ ebay. com, bidfind. com, romelTa amocanaa
sxvadasxva sasaqonlo kategoriis naxmari produqtebis siis formireba.
iseTi veb-gverdebi, rogoricaa webswap.com da switchouse.com warmoadgenen
im adgils, sadac nebismieri qveynis momxmarebels aqvs Sexvedris da
maTTvis saintereso nivTebis gacvlis SesaZlebloba. sxva veb-gverdebi,
rogoricaa Closeoutnow.com, Liquidation.com da Retailexchange.com

124
Seiqmnen firmebisTvis sxvadasxva saWiroebis dasakmayofileblad,
rogoricaa, magaliTad, moZvelebuli inventaris mocileba.

arsebobs veb-gverdis kidev erTi saintereso gamoyeneba saqonlis

xelmeore realizaciisTvis _ es aris sxvadasxva araordinaluri
nivTebis moZieba aeroportebis napovni sagnebis biuroebSi.

naxmari saqonlis bazarze marketingulma saqmianobam miiRo

specialuri saxelwodeba ,,remarketingi” (remarketing).

momxmarebelTa Sexedulebebis formirebis procesis

Taviseburebebi

marketinguli komunikacia, romelic SeiZleba warmodgenili iyos

reklamis, sareklamo bukletebis da broSurebis, saqonlis SefuTvaze
ganTavsebuli teqstis saxiT _ aris momxmarebelze zemoqmedebis
mniSvnelovani berketi.

sareklamo Setyobinebis zemoqmedebis Zala damokidebulia

momxmareblisTvis maTi aqtualurobis xarisxze da miRebuli informaciis
gasaanalizeblad misi mzadyofnis xarisxze. gaazrebis aseT process
ewodeba aqtualizacia. Tu aqtualizaciis done maRalia, maSin
gamoiyeneba momxmareblis darwmunebis pirdapiri gza. am dros gamoiyeneba
mxolod is sareklamo elementebi (an argumentebi), romlebic
mniSvnelovania ,,dasabuTebuli” azris Camosayalibeblad. aqtualizaciis
dabali donis dros irCeven irib gzas, romlis drosac momxmareblis
dasarwmuneblad gamoiyeneba iseTi komunikaciuri elementebi (maT iribi
miniSnebebi ewodeba), romlebsac ara aqvT kavSiri ,,dasabuTebuli” azris
CamoyalibebasTan. zomieri aqtulizaciis donis SemTxvevaSi ki

125
argumentebs da irib miniSnebebsac SesaZloa gaaCndeT Tanabari
zemoqmedebis Zala.

aqtualizacia, Tavis mxriv, damokidebulia adamianis motivaciaze

da mis mier miRebuli informaciis aTvisebis da gaazrebis unarze.
motivirebuli da informaciis damuSavebis unaris mqone pirovneba
ukeTesad eqvemdebareba pirdapir darwmunebas. arasakmarisi motivaciis
da informaciis damuSavebis dabali unaris pirobebSi gamoiyeneba iribi
darwmuneba.

sqemaze-1. naCvenebia sareklamo mimarTvis albaTobiTi

aqtualizaciis gamartivebuli modeli.

sareklamo mimarTvis aRqmis procesSi didi mniSvneloba aqvs

gonebrivi Zalisxmevis dones. Tu momxmarebeli yuradRebiT ganixilavs
sareklamo mimarTvis Sinaarss, maSin produqtis sasargeblod arsebuli
argumentebis raodenobas gadamwyveti mniSvneloba aqvs saqonlis Sesaxeb
dadebiTi azris CamoyalibebaSi, xolo Tu momxmarebeli did Zalisxmevas
ar xarjavs sareklamo mimarTvaze _ argumentebis Zala arc ise
mniSvnelovania da reklamis damajerebloba metad aris damokidebuli
masSi produqtis Rirsebebis iribi miniSnebebis arsebobaze.

126
 aqtualizaciis
aqtualizaciis
SesaZlebloba
motivacia

aqtualizaciis

done
maRali dabali

darwmunebis darwmunebis
pirdapiri gza iribi gza

arwmunebT arwmunebT
iribi
argumentebi
argumentebi

sqema 1. _ sareklamo Setyobinebis aqtualizaciis gamartivebuli modeli

Zveli gamocdili principis Tanaxmad, ndobis gamomwvevi

informaciis wyaro aZlierebs misi zemoqmedebis Zalas. magaliTad, Tu
saqonlis reklamas akeTebs fizikurad momxibvleli an sazogadoebisTvis
cnobili adamiani, misi argumentebi ufro damajerebelia.

aseve didi mniSvneloba eniWeba sareklamo mimarTvebis wyaros.

magaliTad, Tu JurnalSi reklama ukeTdeba raime saqonels, misi
zemoqmedebis efeqturoba damokidebulia Jurnalis, mwarmoebeli firmis
da im pirovnebis reputaciaze, romelic gvTavazobs am saqonels. Tu
Jurnals gaaCnia soliduri gamocemis reputacia, romelic arasodes
awvdis mkiTxvels arakeTilsindisier sareklamo gancxadebebs, maSin
reklamis efeqturoba mxolod matulobs.

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.

sareklamo mimarTvebis Taviseburebebs SeuZliaT mniSvnelovani

roli Seasrulon momxmareblis mier yidvis Sesaxeb gadawyvetilebis
miRebaSi. am TvalsazrisiT gansakuTrebiT sainteresoa sareklamo
gancxadebebis Semadgeneli nawilebi: masSi Semavali mtkicebulebebi da
gaformebis elementebi.

argumentebis damajerebloba

pirdapiri zemoqmedebis efeqturoba damokidebulia sareklamo

mimarTvaSi arsebuli argumentebis Zalaze. damajerebeli argumentebi
Trgunaven negatiur azrebs da iwveven pozitiur emociebs. susti
argumentebi ki sapirispiro gavlenas axdenen.

ra xdis mtkicebulebas damajerebels? ZiriTadi kriteriumia _

Sesatyvisoba. argumentebi, romlebic yuradRebis koncentrirebas axdenen

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.

meore mniSvnelovan maxasiaTebels warmoadgens mtkicebulebebis

obieqturoba. obieqturi argumentebi fokusirdeba faqtiur informaciaze,
romelic ar aris damokidebuli subieqtur interpretaciaze, subieqturi
argumentebi ki adamianebSi iwveven sxvadasxva interpretaciebs da
asociaciebs. magaliTad, mtkicebulebebi _ ,,dabali fasi” an ,,msubuqi”
unda ganvixiloT, rogorc subieqturi argumentebi, radganac is, rac
erTi momxmareblisTvis aris dabali fasi an msubuqi, meoresTvis
SeiZleba aRmoCndes sruliad sapirispiro. produqtis igive Tvisebebis
gamosaxva SesaZlebelia obieqturad _ fasis da wonis zusti cifris
miTiTebiT.

momxmareblebi upiratesobas aniWeben obieqtur argumentebs,

radganac isini ufro zustia da maTi Semowmebac yovelTvis aris
SesaZlebelia. obieqturi argumentebi imsaxureben met ndobas, amcireben
kontrargumentebis raodenobas da iwveven keTilganwyobas saqonlis
mimarT.

didi mniSvneloba aqvs agreTve reklamaSi gamoTqmuli

mtkicebulebebis sizustis gadamowmebis SesaZleblobas. arsebobs
kontrolirebadi, verificirebadi* da rwmenaze dafuZnebuli
mtkicebulebebi. kontrolirebadi mtkicebulebebis (argumentebis)
Semowmeba zustad aris SesaZlebeli jer kidev yidvis aqtamde;

-----------------------------

* verifikacia (frang. verificacion) _ risame WeSmaritebis Semowmeba,

risame sinamdvilis dadgena.

129
 verificirebadi mtkicebulebebi, romlebic Semowmebas
eqvemdebarebian mxolod gamocdis gziT _ arian is argumentebi, romelTa
sruli Sefaseba SesaZlebelia mxolod saqonlis gamoyenebis Semdeg;

rwmenaze dafiZnebuli mtkicebulebebi ki imiT gansxvavdeba

danarCenisgan, rom momxmareblebs ar gaaCniaT maTi WeSmaritebis
Sefasebis saSualeba.

momxmarebeli yovelTvis ufro metad endoba iseT mtkicebulebebs,

romlebic iZlevian gadamowmebis SesaZleblobas. magaliTad,
mtkicebuleba, rom produqti ,,araCveulebrivad gemrielia”, iqneba ufro
sando, Tu moxdeba misi degustaciis demonstrireba. imis
sailustraciod, rom korporacia ,,General Electric”-is mier gamoSvebuli
WurWlis sarecxi manqanebi ar iTxoven iTxoven WurWlis winaswar
gavlebas, sareklamo rgolSi naCvenebi iyo, Tu rogor Carecxa TefSidan
manqanam pirvelive cdaze kilogramiani Sokoladis torti.

yovelTvis ufro iolia davijeroT is, rasac vxedavT sakuTari

TvalebiT, vidre movisminoT sxvisi naambobi, anu, rogorc amboben: ,,asjer
gagonils erTxel nanaxi sjobs”.

argumentebis raodenoba

sareklamo mimarTvebi SesaZloa erTmaneTisgan gansxvavdebodnen

ara mxolod argumentebis damajereblobiT, aramed maTi raodenobiTac.
cxadia, rom momxmarebeli ufro advilad miiRebs yidvis gadawyvetilebas,
Tu mas eqneba ara mxolod erTi, aramed sakmaod bevri mizezi yidvisTvis.

ibadeba kiTxva: Tu damatebiTi mizezebi iqneba umniSvnelo,

Semcirdeba Tu ara reklamis efeqturoba?

pasuxi damokidebulia imaze, Tu rogor gonebriv samuSaos

asrulebs momxmarebeli sareklamo Setyobinebis yurebisas. Tu

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

sainteresoa, rom susti argumentebis CarTva Zlierebis

monacvleobiT reklamis damajereblobas mxolod zrdis. argumentebis _
,,momxre” da ,,winaaRmdeg” Sepirispireba aZlierebs damajereblobas.
aseTi saxis sareklamo Setyobinebebi iwveven ufro met ndobas, vidre
calmxrivi mimarTvebi.

SedarebiTi reklama

sareklamo mimarTvebi SeiZleba Seicavdnen saqonlis sxvadasxva

markebis Sedarebas. reklamirebuli markis konkurirebad markebTan Ria an
Sefaruli dapirispireba xSirad gamoiyeneba bazarze axali saqonlis
winwawevisTvis, magram, miuxedavad imisa, rom aseTi tipis reklama
calkeul SemTxvevaSi Zalian efeqturi aRmoCndeba xolme, es srulebiTac
ar aris saerTo praqtika _ saqonlis gasaRebis gazrdis TvalsazrisiTac
ki. zogjer is Zalian araefeqturia da uaresad muSaobs, vidre is
sareklamo versia, romlebSic aranairi Sedareba ar xdeba.

131
 reklamis emociuri zemoqmedeba

im dros, rodesac reklamas momxmareblamde miaqvs informacia

saqonlis Sesaxeb da iwvevs masSi dadebiT kognitiur reaqcias,
emociurad datvirTuli reklama moqmedebs adamianis grZnobebze.

grZnobiT aRqmaze gaTvlili sareklamo mimarTva, rogorc wesi, ar

Semoifargleba martivi da efeqturi vizualuri saxeebiT _ bevr maTganSi
gamoiyeneba emociuri reaqciis gamomwvevi sxva elementebic. ase
magaliTad, reklamas, rogorc wesi, axlavs musikaluri gaformeba. masSi
xSirad ismis popularuli melodiebi _ es aiZulebs adamianebs gaixsenon,
ra aris dakavSirebuli am sasiamovno gancdebTan, rac, Tavis mxriv,
dadebiTad aisaxeba reklamirebul saqonelTan mimarTebaSi.

damajereblobis garda, emociur reklamas gaaCnia sxva

upiratesobebic. adamiani zogadad ganwyobilia emociis gamomwvev
sagnebze meti yuradRebis koncentrirebisken. garda amisa, emociur
reklamas SeuZlia gaaRviZos e.w. ,,mayureblis interesi”, rac iwvevs
sareklamo mimarTvebis ufro Rrma aRqmas.

sareklamo gancxadebebis gaformebis elementebi

sareklamo mtkicebulebebis damajerebloba didad aris

damokidebuli mis Sinaarsze, Tumca, aranakleb mniSvnelovania is, Tu
rogor iqneba igi miwodebuli momxmareblamde, amitomac sareklamo
mimarTvebis Seqmnisas aucilebelia guldasmiT iqnes mofiqrebuli misi
forma. sareklamo gancxadebis gaformebis elementebs, rogoricaa
gamosaxuleba, xma, feri, saubris tempi, SeuZliaT kritikuli roli
Seasrulon marketinguli komunikaciis procesSi.

gaformebis elementebi pirvel rigSi mimarTulni unda iyvnen

sareklamo gancxadebebze momxmarebelTa yuradRebis mozidvisken, Tumca

132
ar unda daviviwyoT TviT produqtisa da misi Tvisebebis mimarT
momxmareblis damokidebulebis Sesaxeb.

da bolos, sareklamo gancxadebis gaformebis elementebs

SeuZliaT zegavlena moaxdinon mTlianobaSi momxmareblis
damokidebulebaze saqonlis mimarT mis arsobriv maxasiaTeblebTan
Sexebis gareSe. ase xdeba im SemTxvevebSi, rodesac gaformebis elementebi
warmoadgenen irib miniSnebebs: saqonlis uSualo TvisebebTan Sexebis
gareSe isini mainc axdenen gavlenas saerTo STabeWdilebaze.

momxmareblis damokidebuleba reklamis mimarT

reklamis unari Seuqmnas momxmarebels keTilsasurveli ganwyoba

reklamirebuli saqonlis mimarT, didad aris damokidebuli zogadad
reklamis mimarT momxmareblis ganwyobaze. is sareklamo gancxadebebi,
romlebic moswonT maT, axdenen saqonlis mimarT ufro keTilganwyobili
damokidebulebis formirebas. reklamis mimarT momxmareblis
damokidebuleba Zalin xSirad gansazRvravs mis damokidebulebas TviT
saqonlis mimarT.

Tumca, ar SeiZleba iTqvas, rom efeqturi iqneba mxolod iseTi

sareklamo gancxadeba, romelic moswons mayurebels. araiSviaTad xdeba
isec, rom yvelaze negatiuri reaqciis gamomwvevi reklama amave dros
xdeba Zalian efeqturic. xSirad reklamis SemkveTebi mizanmimarTulad
ukveTaven gamaRizianebel reklamas im angariSiT, rom maTi sareklamo
Setyobineba gamoikveTeba saerTo fonze.

aseTi reklamis warmatebuli magaliTia ,,Procter & Gemble”-is

tualetis qaRaldis reklama, romelic gadioda eTerSi 14 wlis
ganmavlobaSi. mayureblebi ambobdnen, rom ukve autaneli iyo am reklamis
yureba. miuxedavad amisa, sareklamo kampania aRmoCnda sakmaod
warmatebuli _ man SeZlo momxmarebelTa darwmuneba qaRaldis saucxoo

133
xarisxSi da es savaWro marka gaxda yvelaze popularuli Tavis
sasaqonlo kategoriaSi.

gaformebis efeqti

kvlevebma, romelTa mizans warmoadgenda reklamis

damajereblobaze misi gameorebis sixSiris dadgena, aCvena
winaaRmdegobrivi Sedegebi. reklamis gameorebebi axdenen:

a) pozitiur gavlenas;
b) negatiur gavlenas;
g) aranair gavlenas;

d) damokidebulebis Secvlas pozitiuridan negatiurisaken

(gansazRvruli wertilis miRwevis Semdeg reklamis damajerebloba
mcirdeba).

SesaZl;oa ufro mravlismTqmeli iyos momxmarebelTa

damokidebulebis 2_safexuriani modifikaciis koncefcia. sareklamo
gancxadebasTan pirveli kontaqtis procesSi adamiani iRebs mimarTvis
Sinaarsis Sefasebis dadebiT SesaZleblobas. magram mas Semdeg, rac is
aRiqvams da gaaanalizebs Setyobinebas, dgeba me-2 etapi, roca erTaderTi
grZnoba, rasac adamiani ganicdis, aris gadaRla sareklamo rgolis
xSiri gameorebis Sedegad, xolo wertili, saidanac iwyeba gadaRla,
damokidebulia I etapze miRebuli da gadamuSavebuli informaciis
moculobaze. Tu sareklamo gancxadebis mTliani Sefaseba da aRqma xdeba
pirvelive kontaqtis dros, maSin gadaRla iwyeba myisierad, xolo Tu es
SegrZneba warmoiSoba mxolod mravalricxovani gameorebebis Sedegad,
gadaRlis negatiuri zemoqmedeba gadaideba.

amrigad, am Teoriis Tanaxmad, damatebiTi gameorebebi aucilebelia

mxolod maSin, roca adamians ar unda an ar SeuZlia sareklamo

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.

mravaljeradi gameorebisas reklamis zemoqmedebis efeqturoba

damokidebuli iqneba masSi moyvanili argumentebis damajereblobaze.
xSiri gameoreba ufro karg grZnobebs aRZravs reklamirebuli saqonlis
Sesaxeb, Tu mimarTva Seicavs Zlier argumentebs. sruliad sapirispiro
Sedegi moaqvs susti argumentebis Semcveli reklamis xSir gameorebas _
aseT SemTxvevebSi mxolod Zlierdeba uaryofiTi STabeWdileba.

da bolos, dadasturebulad iTvleba is faqti, rom reklamis

intensiuri gameoreba momxmarebelSi aZlierebs gadaRlis grZnobas.

momxmarebelTa maxasiaTeblebi

reklamis specialistebs, rasakvirvelia, SeswevT unari gaaZlieron

sareklamo Setyobinebebis zemoqmedeba misi calkeuli elementebis da
wyaroebis gaTvaliswinebiT, Tumca ar unda daviviwyoT imis Sesaxeb, rom
saboloo Sedegs mniSvnelovanwilad gansazRvravs momxmareblis sapasuxo
reaqcia. misi formireba ki, Tavis mxriv, xdeba uamravi Semadgenelis
zemoqmedebiT. esenia: qcevis motivacia, codnis done, reklamis aRqmis
dro da a.S. Sesabamisad, reklamisTvis meti damajereblobis misaniWeblad
misi Seqmnisas aucilebelia im saxasiaTo niSnebis gaTvaliswinebac, rac
momxmarebels uCndeba sareklamo Setyobinebis aRqmis dros.

135
 motivacia

SesaZlebelia sxvadasxva rigis motivTa udidesi ricxvis gamoyofa,

romlebic ubiZgeben momxmareblebs sareklamo mimarTvebis aRqmisken.
TviTon momxmareblebs Zalian iSviaTad aqvT sareklamo Setyobinebis
gulmodgined damuSavebis da Sefasebis Zlieri motivacia. yvelaze
xSirad isini an ignorirebas ukeTeben maT, an Zalian mcire Zalisxmevas
xarjaven masSi arsebuli informaciis damuSavebisTvis.

Tu yidvis ZiriTadi mizezi aris produqtis sargebeli, maSin

saWiroa reklamis informaciuli nawilis gaZliereba (unda mieTiTos,
rogor uwyobs xels es saqoneli problemis gadaWras da ratom unda
mivaniWoT upiratesoba swored mas danarCen analogiuri produqtebTan
SedarebiT), magram iyidian Tu ara produqts siamovnebisTvis, ufro metad
aris damokidebuli mis emociur mimzidvelobaze.

SesaZloa bazarze saqonlis winwawevisTvis saWiro gaxdes

erTdroulad saqonlis reklamis rogorc informaciuli, aseve emociuri
mxaris xazgasmac. amis kargi magaliTia avtomobilebis reklama.
gazeTebis da Jurnalebis reklama, rogorc wesi, gadavsebulia manqanebis
zusti maxasiaTeblebiT, romelTa Sesaxebac myidvels SeuZlia waikiTxos
dasvenebis dros. satelevizio gancxadebebi ki, beWdurisgan gansxvavebiT,
ZiriTadad aqcents akeTeben ,,im saqmianobaze, romelsac miiRebs manqanis
mflobeli, miujdeba ra mis saWes”.

nervuli agznebadobis faqtori

fiziologiur aRgznebas, romelic gamoxatavs saqonlisadmi

momxmareblis dainteresebis xarisxs, SeuZlia arsebiTi gavlena
moaxdinos marketinguli komunikaciis procesze. aRgznebas SeuZlia
rogorc mastimulirebeli, ise Semaferxebeli zegavlenis moxdena
adamianis gonebriv SesaZleblobebze mis mier sareklamo informaciis

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.

gamokvlevebma daadastures fiziologiuri aRgznebis pozitiuri

rili reklamis efeqturobaSi, Tumca gasaTvaliswinebelia, rom zomieri
aRgznebadobisas produqtis mimarT ganwyoba, romelic Camoyalibebulia
sareklamo mimarTvebis damuSavebisas, damokidebulia mxolod masSi
mocemuli argumentebis Zalaze, xolo aRgznebis maRali xarisxisas _
reklamis wyaroze.

reklamis damkveTebma aucileblad unda gaiTvaliswinon

momxmareblis aRgznebis faqtori reklamis aRqmis procesSi. sareklamo
mimarTvebis im elementebma, romelTac uSualo kavSiri ara aqvT
produqtTan, aRgznebis maRali xarisxisas SesaZloa iTamaSon bevrad
ufro mniSvnelovani roli, vidre Cveulebriv.

zogierT gansakuTrebul situaciebSi, rodesac adamianTa

aRgznebadobis xarisxi maRalia _ magaliTad, Sejibrebebis dros an
gasarTobi filmebis yurebisas, romlebSic isini TviTon iReben aqtiur
monawileobas, _ isini ufro metad arian ganwyobilni reklamis aRqmisken.

137
 codna

sareklamo mimarTvebSi saqonlis teqnikuri maxasiaTeblebis

Rirsebis Sesaxeb aqcentis gakeTebisas, reklamis damkveTi unda
dafiqrdes, Tu ramdenad kompetenturni SeiZleba iyvnen amaSi potenciuri
myidvelebi. magaliTad, fotoaparatebis reklamaSi, romelic
orientirebulia specialistebze, Zalian xSirad dawvrilebiT aRweren
saqonlis teqnikur monacemebs, magram Tu potenciuri momxmarebeli ar
flobs Sesabamis codnas, maSin warmatebulia RmoCndeba misTvis gasagebi
cnebebiT Sedgenili sareklamo mimarTva.

reklamis mimarT damokidebuleba

reklamis SemkveTebisTvis samwuxarod, momxmarebelTa Zalian didi

nawili uaryofiTad da undoblad aris ganwyobili reklamis mimarT.
kvlevebma aCvenes, rom momxmarebelTa 70%-ze meti ar endoba sareklamo
Setyobinebebs, romlebic Tavisi saqonlis upiratesobis
dasadastureblad miuTiTeben ,,raime gamocdis” Sedegebze.

reklamis mimarT momxmarebelTa skepticizmis da undoblobis sxva

mtkicebulebas warmoadgens sareklamo mimarTvis wyaros zemoqmedebis
Sefasebis Sedegebi. erT-erTi kvlevis Sedegad adamiani, romelic
akeTebda saqonlis reklamas, sargeblobda kargi reputaciiT da
reklamaSi amtkicebda, rom produqti araCveulebrivad gemrielia,
momxmareblebma es produqti Sefasebis Sedegad mainc ganaTavses 26_ze
adgilze. cxadia, rom reklamis gavlenis Semcireba gamowveulia TviT mis
mimarT skepticizmiT.

ufro meti mniSvneloba aqvs sareklamo mimarTvis Temis mimarT

damokidebulebas (sareklamo mimarTvebis Temas warmoadgens, rogorc
wesi, TviT reklamirebuli produqti). reklama ufro warmatebuli iqneba,
roca saqonlis mimarT damokidebuleba mxolod formirebis procesSia,

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.

Tu momxmarebels ukve Camouyalibda produqtis mimarT garkveuli

damokidebuleba, maSin reklamis efeqturobas gansazRvravs am
damokidebulebis formirebis meqanizmi. ganvixiloT aseTi situacia:
adamianTa erT jgufs SesTavazes gacnobodnen informacias araqisis
zeTis axali sortis Sesaxeb, xolo meore jgufSi ki moaxdines am zeTis
degustacia. Semdeg orive jgufis wevrebma moismines sareklamo
gancxadeba, romelic modioda rogorc sando, ise arasando wyaroebidan.
aRmoCnda, rom orive SemTxvevaSi reklamis zemoqmedeba ganapiroba
saqonlis mimarT winaswar ukve Camoyalibebulma damokidebulebam.
informaciis sando wyaro produqtis mimarT ukve Camoyalibebul
damokidebulebaze gavlenas axdenda mxolod im SemTxevaSi, roca
gamocdis monawileebs ar hqondaT zeTis gasinjvis SesaZlebloba. amis
mixedviT SegviZlia davaskvnaT, rom piradi gamocdilebidan
Camoyalibebul damokidebulebas gaaCnia sareklamo mimarTvebis
zemoqmedebisadmi didi mdgradoba.

Tu momxmarebels ukve Camouyalibda Sexeduleba saqonlis mimarT,

maSin reklamis SemkveTs mouwevs fiqri reklamis stilisturi gaformebis
Sesaxeb. davuSvaT, saWiroa momxmarebelTa damokidebulebebis Secvla,
romelTac mocemul momentSi CamouyalibdaT uaryofiTi azri saqonlis
Sesaxeb. ra iqneba ufro efeqturi: iumoristuli Tu seriozuli
gancxadebis gamoyeneba? rogorc aRmoCnda, ufro qmediTia seriozuli
gancxadeba, magram Tu saqonlis Sesaxeb winaswar Camoyalibebuli azri
aris dadebiTi, maSin ufro efeqturi, rogorc wesi, aRmoCndeba
iumoristuli gancxadeba.
139
 ganwyoba

kidev erTi faqtori, romelic arsebiT gavlenas axdens

momxmareblis reaqciaze, aris misi ganwyoba sareklamo mimarTvebis aRqmis
momentSi. ganwyobis qveS igulisxmeba emociebi, romlebic eufleba
adamians _ sixaruli an sevda. kvlevebma aCvenes, rom kargi ganwyoba
aZlierebs reklamis damajereblobas, cudi ki piriqiT _ asustebs.

rogor SeiZleba saWiro ganwyobis stimulireba? erT-erT meTods

warmoadgens komunikaciis procesSi raime specialuri gasaformebeli
elementis CarTva, romlebsac SeswevT mayureblisTvis sasurveli
emociuri ganwyobis Seqmnis unari.

meore midgoma mdgomareobs imaSi, rom sareklamo mimarTva

moaTavson konteqstSi, romelic axdens keTilsasurveli ganwyobis
Seqmnis waxalisebas. magaliTad, satelevizio gadacemas, romelSic gadis
reklama, TviTon SeuZlia gavlena moaxdinos momxmareblis ganwyobaze
ise, rom man reklamis SemkveTisTvis sasurvelad aRiqvas es Setyobineba.

momxmareblis individualuri Taviseburebebi

adamianis reaqcia reklamis mimarT bevrad aris damokidebuli mis

xasiaTze. kerZod, Zalian mniSvnelovania adamianis moTxovnileba
codnaze, romelic gamoixateba azrovnebisadmi da misgan miRebuli
kmayofilebis procesisadmi midrekilebebiT. is adamianebi, romlebic
miiswrafvian codnisken, ufro metad eqvemdebarebian reklamaSi moyvanil
argumentebs, maSin roca sxvebisTvis ufro mniSvnelovania iribi
miniSnebebi _ magaliTad, im adamianis statusi, romelic akeTebs
saqonlis reklamas.

TviTdamkvidrebis unaric aseve mniSvnelovania darwmunebis

procesSi. TviTdamkvidrebis unaris mqone adamianebi Zalian

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.

produqti, rogorc reklamis subieqti

marketinguli strategiebis SemuSavebisas aucilebelia ara

mxolod miznobrivi auditoriis maxasiaTeblebis, aramed saqonlis
sxvadasxva aspeqtebis gaTvaliswinebac.

pirvel rigSi aucilebelia imis gaanalizeba, Tu sasicocxlo

ciklis romel etapzea produqti. Tu axladSeqmnili produqtisTvis
upirvelesi mizani aris sakuTari Tavis Sesaxeb Rirseuli ganacxadis
gakeTeba da gamosacdeli vadis warmatebiT gavla, ,,simwifis” etaps
miRweuli saqonlisTvis ufro mniSvnelovania sakuTari markis mimarT
keTilsaimedo damokidebulebis ganmtkiceba.

iyidian Tu ara saqonels _ metwilad damokidebulia

momxmareblis urTierTobis uSualo gamocdilebaze reklamirebul
produqtTan. naklebsavaraudoa, rom cudi gemos sasmeli kargad Sefasdes
momxmareblis mier, rac ar unda aqos is reklamam. Tumca, rig
SemTxvevebSi momxmarebeli SezRudulia Tavis SesaZleblobebSi _
Seafasos saqonlis xarisxi. magaliTad, adamiani ver gansazRvravs ra
sargebels moutans mas erTi abi vitamini dReSi.

sareklamo strategiis mTavar ganmsazRvrel faqtors warmoadgens

swori pozicionireba. produqtis rogori imijis Seqmna aris sasurveli
momxmareblis cnobierebaSi? am kiTxvis pasuxze aris metwilad
damokidebuli, Tu rogori tipis sareklamo tipis mimarTvis Seqmnaa

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.

zogjer sasargebloa momxmareblis yuradRebis koncentrireba

analogiuri reklamirebuli produqtebis da konkurentebis produqtebis
maxasiaTeblebis Sedarebaze. Tu konkretuli produqti raRaciT mainc
sjobs konkurentis produqts, maSin es upiratesoba iqceva misi gayidvis
amosaval wertilad.

reklamis informaciuloba da emociuri Zala damokidebulia imaze,

Tu ramdenad gansxvavdeba reklamirebuli produqtis maxasiaTeblebi
konkurentebis analogiuri produqtis maxasiaTeblebisgan. reklamis
informaciulobas gaaCnia SezRuduli moqmedebis sfero: is efeqturia,
rodesac momxmarebeli konkurirebad nawarms aRiqvams, rogorc
erTgvarovans Tavisi samomxmareblo TvisebebiT. reklama, romelic
gaTvlilia emociur aRqmaze, SeiZleba warmoadgendes did faseulobas
sxvadasxva kategoriis saqonlis winwawevisTvis.

organizaciuli myidvelobiTi qcevis modeli

sawarmoTa bazari Sedgeba organizaciebisgan, romlebic yiduloben

saqonels da momsaxurebas maTi sxva saqonlis warmoebaSi gamoyenebis
mizniT. igi agreTve moicavs kompaniebs, romlebic ewevian sacalo da
sabiTumo vaWrobas. es kompaniebi iZenen saqonels maTi Semdgomi gayidvis
an arendiT gadacemisTvis mogebis miRebis mizniT.

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.

sawarmoTa bazris subieqts samomxmareblo bazris subieqtisgan

gansxvavebiT saqme aqvs mcirericxovan, magram msxvil myidvelebTan.
magaliTad, roca kompania Michelin yidis saTadarigo salteebs saboloo
momxmareblebze, misi potenciuri bazari moicavs milionobiT
avtomobilTa mflobelebs. sawarmoTa bazarze ki kompania Michelin-is beds
gansazRvravs avtomobilebis mwarmoebeli mxolod ramdenime msxvili
kompaniis SekveTebi. msxvil sawarmoTa bazarze sakmarisia mxolod
ramdenime myidvelis yola, raTa moxdes produqciis ZiriTadi nawilis
realizacia.

sawarmoTa bazrebi aseve ufro mWidrod arian koncentrirebulni

geografiulad. saerTaSoriso finansuri centri imyofeba londonSi,
navTobgadamamuSavebeli produqtebis da sinTezuri masalebis
saerTaSoriso bazari _ roterdamsa da amsterdamSi, kinoproduqciis
warmoeba Tavmoyrilia holivudSi. garda amisa, moTxovna samrewvelo
daniSnulebis saqonelze sabolood ganisazRvreba samomxmareblo

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.

samomxmareblo SesyidvebTan SedarebiT, Sesyidvebi sawarmoTa

saWiroebisTvis xorcieldeba Semsyidveli agentebis mier, romlebic mTel
Tavis samuSao dros andomeben yvelaze sarfiani winadadebis moZiebas.
rac ufro rTulia Sesyidvis xasiaTi, miT ufro meti adamiani Rebulobs
monawileobas gadawyvetilebis miRebaSi. Sesyidvebis ganxorcielebis
gavrcelebel formas warmoadgens Semsyidveli komitetebi, romelTa
SemadgenlobaSic Sedian teqnikuri eqspertebi da umaRlesi
xelmZRvaneloba, amitom sawarmoTa bazris subieqtebs unda hyavdeT
kargad ganswavluli savaWro agentebi, raTaA warmatebiT moaxdinon
garigeba myidvelebTan.

samrewvelo daniSnulebis saqonlis myidvelebs meti dro

sWirdebaT gadawyvetilebis misaRebad. ase magaliTad, didi kompiuteruli
sistemis Sesyidva SeiZleba gaiwelos ramdenime TviT an 1 welze meti
xniT mis saboloo damTavrebamde. aseTi Sesyidvis ganxorcielebas
SeiZleba dasWirdes milionobiT dolari, aTasi teqnikuri detalis da
aTasobiT adamianis SeTanxmeba dawyebuli umaRlesi xelmZRvanelobidan,
damTavrebuli sistemis saboloo momxmarebliT.

144
 sawarmoTa bazris maxasiaTeblebi

pirdapiri Sesyidvebi. samrewvelo daniSnulebis saqonlis

myidvelebi, Cveulebriv, upiratesobas aniWeben pirdapir Sesyidvebs. isini
cdiloben saqonlis Sesyidvas mwarmoeblebisa da ara Suamavlebisgan,
gansakuTrebiT, roca saqme exeba ZviradRirebul an teqnikurad rTul
nawarms.

magaliTad, amerikuli kompania Ryder yovelwliurad yidulobs

sxvadasxva modelis an tvirTamweobis aTasobiT satvirTo manqanas.
nawils maT Soris igi aqiravebs aseT satvirTo manqanebze damoukideblad
momuSave momxmareblebze, nawils _ gascems ijariT sxva organizaciebs
maTi avtoparkis Sesavsebad, danarCens ki iyenebs satvirTo gadazidvebis
sakuTar biznesSi. rodesac kompania Ryder yidulobs GMC-is manqanebs, igi
amas akeTebs uSualod General Motors-is kompaniaSi da ara General
Motors-is damoukidebel dilerebTan. zustad aseve saaviacio kompania
American Airlines yidulobs TviTmfrinavebs uSualod kompania Boeing-gan,
kompania Kroger SesafuT masalebs yidulobs uSualod kompania Procter &
Gemble-gan da a.S.

Semxvedri Sesyidvebi. samrewvelo daniSnulebis saqonlis

myidvelebi xSirad iyeneben praqtikaSi Semxvedr Sesyidvebs, irCeven ra
mimwodeblebs, romlebic erTdroulad iTvlebian maT myidvelebad.
magaliTad, qaRaldis mwarmoebel kompanias yvela aucilebeli
qimikatebis Sesyidva SeuZlia qimiuri sawarmosgan, romelic, Tavis mxriv,
yidulobs am kompaniis qaRalds.

l i z i n g i. samrewvelo daniSnulebis saqonlis myidvelebi

sul ufro xSirad iyeneben mowyobilobebis lizings (ijaras Semdgomi
gamosyidviT) nacvlad imisa, rom maSinve Seisyidon igi.

msoflioSi TviTmfrinavebis yvelaze did myidvelad iTvleba ara

romelime aviaxazi, aramed irlandiuri kompania GPA, romelic yidulobs

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.

samrewvelo daniSnulebis saqonlis myidvelis qcevasTan

dakavSirebiT Cndeba Semdegi kiTxvebi:

 rogor gadawyvetilebas Rebuloben Sesyidvebze samrewvelo

daniSnulebis saqonlis myidvelebi?
 vin monawileobs Sesyidvis procesSi?
 yvelaze metad ra axdens gavlenas momxmarebelze?
 rogor iReben gadawyvetilebas myidveli sawarmoebi?

Sesyidvis situaciebis ZiriTadi saxeebi

arsebobs Sesyidvis ganxorcielebis situaciaTa 3 ZiriTadi saxe:

1. Cveulebrivi ganmeorebiTi Sesyidva, romelic warmoadgens sakmaod

yoveldRiur movlenas;
2. Secvlili ganmeorebiTi Sesyidva, romelic moiTxovs patara
kvlevebis Catarebas;
3. axali Sesyidva, romelmac SeiZleba moiTxovos seriozuli
kvlevebis Catareba.
Cveulebrivi ganmeorebiTi Sesyidvis dros myidveli ubralod
akeTebs ganmeorebiT SekveTas wina Sesyidvis safuZvelze ise, rom ar
Seaqvs masSi aranairi cvlilebebi. saqonlis wina SesyidvebiT
dakmayofilebis safuZvelze myidveli ubralod irCevs mimwodebels
sakuTari siidan. am siaSi Sesuli momwodeblebi cdiloben sakuTari

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.

Secvlili ganmeorebiTi Sesyidvis dros sawarmo_myidveli

Segnebulad cvlis SekveTis specifikas, saqonlis fass, miwodebis
pirobebs an mimwodebels. myidvelis siaSi moxvedrili mimwodeblebi
maqsimalur Zalisxmevas iCenen imisaTvis, rom erTi nabijiT gauswron
konkurentebs da xelidan ar gauSvan SekveTa. mimwodeblebi, romlebic
ver moxvdnen siaSi, Secvlili ganmeorebiTi Sesyidvis situacias
aRiqvamen, rogorc ukeTesi winadadebis SeTavazebis da axali klientebis
mopovebis saSualebas.

kompania, romelic pirvelad Seisyidis ama Tu im saqonels an

momsaxurebas, aRmoCndeba axali Sesyidvis ganxorcielebis
SesaZleblobis situaciaSi. aseT SemTxvevebSi, rac ufro maRalia
danaxarjebi da riski, miT ufro metia Sesyidvis Sesaxeb gadawyvetilebis
miRebis procesis monawileTa ricxvi da miT ufro aqtiuria maTi
Zalisxmeva informaciis Segrovebisken. axali Sesyidvis ganxorcielebis
situacia warmoadgens saukeTeso stimuls da Sanss mimwodeblebisTvis.

myidvelisTvis yvelaze martivia Cveulebrivi ganmeorebiTi

Sesyidvis Sesaxeb gadawyvetilebis miReba, xolo yvelaze rTuli ki _
axali Sesyidvis Sesaxeb gadawyvetilebis miReba.

axali Sesyidvis ganxorcielebisas myidvelma unda gansazRvros

Sesasyidi saqonlis da mimwodeblebis sia, zRvruli fasebi, anazRaurebis
pirobebi, SekveTis moculoba, saqonlis miwodebis vadebi da momsaxurebis
pirobebi. aseTi gadawyvetilebebis miRebis wesi ganisazRvreba yoveli

147
konkretuli situaciisTvis da TiToeuli gadawyvetilebis miRebaze
gavlenas axdenen am procesis sxvadasxva monawileni.

sawarmoo daniSnulebis saqonlis Sesyidvis procesis monawileni

vin axorcielebs warmoebisTvis aucilebeli saqonlis da

momsaxurebis Sesyidvas?

aseT struqturul erTeuls ewodeba Semsyidveli komiteti an

centri. Semsyidveli centris SemadgenlobaSi Semavali organizaciebis
yvela wevri yidvis Sesaxeb gadawyvetilebis miRebis procesSi TamaSobs 5
ZiriTadi rolidan erT_erTs:

1. momxmareblebi _ arian sawarmos muSakebi, romlebic axdenen

nayidi saqonlis da momsaxurebis gamoyenebas. isini xSir SemTxvevaSi
gamodian Sesyidvebis ganxorcielebis iniciatorebad da xels uwyoben
aucilebeli saqonlis siis gansazRvras.
2. pirebi, romlebic gavlenas axdenen yidvis Sesaxeb
gadawyvetilebis miRebaze. Cveulebriv, isini xels uwyoben Sesasyidi
saqonlis siis gansazRvras, agreTve iZlevian alternativaTa
SefasebisTvis aucilebel informacias. gansakuTrebiT Zlieri gavleniT
sargeblobs sawarmos teqnikuri personali.
3. myidvelebi _ maT aqvT oficialuri uflebamosileba airCion
mimwodeblebi da gansazRvron Sesyidvis perioduloba, aseve daadginon
aucilebeli saqonlis nusxa. rTuli Sesyidvebis SemTxvevebSi myidvelebi
SeiZleba iyvnen molaparakebebSi monawile umaRlesi donis
xelmZRvanelebi.
4. gadawyvetilebis mimRebi pirebi _ maT aqvT mimwodeblebis
arCevis an saboloo damtkicebis oficialuri an araoficialuri
uflebamosileba.

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.

Cveulebrivi Sesyidvebis ganxorcielebisTvis Semsyidveli

centris yvela funqcia SeiZleba Seasrulos erTma adamianma, Tundac
Sesyidvis agentma. ufro rTuli Sesyidvebis ganxorcielebisTvis
Semsyidveli komiteti SeiZleba Sedgebodes marTvis sxvadasxva doneze da
myidveli sawarmos sxvadasxva ganyofilebebSi momuSave 20-30
TanamSromlisgan.

samrewvelo daniSnulebis saqonlis myidveleბze

moqmedi faqtorebi

yidvis Sesaxeb gadawyvetilebis miRebis procesSi samrewvelo

daniSnulebis saqonlis myidvelebi ganicdian mravali faqtoris
zegavlenas.

sawarmoTa bazris zogierTi subieqti varaudobs, rom ZiriTad

gavlenas axdenen ekonomikuri faqtorebi. isini Tvlian, rom myidveli
arCevs im mimwodebels, romelic SesTavazebs ufro dabal fasebs, an
ukeTes saqonels, an ukeTes serviss. miuxedavad amisa, myidveli
sawarmoebi sinamdvileSi reagireben rogorc ekonomikur, aseve pirovnul
faqtorebzec.

149
 samrewvelo daniSnulebis saqonlis myidvelebze moqmedebs garemo
faqtorebi, aseve organizaciuli, pirovnebaTaSorisi da individualuri
faqtorebi.

garemo faqtorebi

samrewvelo daniSnulebis saqonlis myidvelebze Zlier gavlenas

axdens mimdinare da mosalodneli movlenebi ekonomikur garemoSi. aseT
faqtorebs miekuTvneba pirveladi moTxovnis done, ekonomikuri
perspeqtiva da sesxis miRebis Rirebuleba. ekonomikuri gaurkvevlobis
zrdis pirobebSi samrewvelo daniSnulebis saqonlis myidvelebi
amcireben axali investiciebis moculobas da cdiloben sasaqonlo
maragebis Semcirebsac.

myidvelebze gavlenas axdens agreTve teqnologiebis, politikis

da garemoSi konkurenciis ganviTareba, aseve kulturis da sazogadoebriv
faseulobaTa gavlena.

organizaciuli faqtorebi

TiToeul organizacias, romelic axorcielebs Sesyidvebs, gaaCnia

sakuTari miznebi, politika, muSaobis meTodebi da Sidaorganizaciuli
sistemebi. es unda gaigos da SeiTvisos sawarmoo daniSnulebis saqonlis
gamyidvelebma.

ramdeni adamiani monawileobs gadawyvetilebis miRebaSi? vin arian es

adamianebi? Sefasebis rogor kriteriumebs iyeneben isini? ra
SezRudvebs adebs kompania Tavis myidvelebs da rogoria misi politika?
garda amisa, sawarmoo daniSnulebis saqonlis gamyidvelma unda icodes
mocemul dargSi sawarmoTa mier Sesyidvebis ganxorcielebis arsebuli
tendenciebi.

qvemoT moyvanilia ZiriTadi am tendenciebidan:

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.

 centralizebuli Sesyidvebi _ bevri qvedanayofebisgan Semdgar

organizaciebSi Sesyidvebis umravlesoba xorcieldeba am
qvedanayofebis doneze maTi moTxovnilebebidan gamomdinare. magram
ukanasknel dros zogierTi msxvili kompaniebi Seecadnen Sesyidvis
procesis centralizebas Semdegnairad: kompaniis saTao ofisi
gansazRvravs cal-calke TiToeuli qvedanayofisTvis aucilebel
masalaTa sias da axorcielebs maT Sesyidvas centralizebulad. es
kompanias aZlevs fasdaklebis miRebis saSualebas, rac Semdeg aisaxeba
mniSvnelovan ekonomiaSi.
gamyidveli kompaniebisTvis aseTi midgoma niSnavs, rom maT saqme

eqnebaT naklebad mravalricxovan, magram ufro maRal doneze mdgar

myidvelebTan. imis magivrad, rom awarmoon vaWroba am msxvili

myidvelebis calkeul qarxnebTan regionaluri warmomadgenlebis
meSveobiT, gamyidvelma SeiZleba gamoiyenos savaWro agentebi,

151
 romlebic pasuxismgebelni arian Sesyidvebze msxvili nacionaluri
SemkveTebisTvis.

 grZelvadiani kontraqtebi. myidveli sawarmoebi sul ufro met

dainteresebas avlenen mimwodeblebTan grZelvadiani kontraqtebis
dadebaSi. magaliTad, kompania General Motors grZelvadian kontraqtebs
debs mimwodeblebis mcire ricxvTan, romlebic mzad arian ganaTavson
Tavisi sawarmoebi General Motors –is qarxnebTan axlos da awarmoon
maRalxarisxovani makompleqteblebi.
bevri gamyidveli kompania sTavazobs Tavis klientebs monacemTa
eleqtronuli gacvlis sistemebs. aseTi sistemis gamoyenebisas
gamyidveli klientis kompiuterebTan aerTebs Tavis kompiuters.
es klientebs saSualebas aZlevs SekveTis uSualod kompiuterSi
SeyvaniT momentalurad SeukveTon saqonlis aucilebeli erTeulebi.
SekveTaA avtomaturad gadaecema mimwodebels kavSirgabmulobis
arxebiT.

imis miuxedavad, rom myidvelebi cdiloben mimwodeblebTan

mWidro urTierTobebis damyarebas, es yovelTvis ar pasuxobs ormxriv
sargeblian interesebs. yvela urTierTobebSi arsebobs axal
partniorTa moZiebis Tavisufleba, rac yovelTvis ar jdeba garkveul
klientebTan (mimwodeblebTan) erTgulebis CarCoebSi. ekonomikurma
da teqnologiurma cvlilebebma SeiZleba zemoqmedeba iqonion
grZelvadian urTierTobebze, gaxadon es ukanaskneli arastabiluri.

 telekomunikaciuri gacvla _ evropuli komisia SeSfoTebulia im

faqtiT, rom telekomunikaciuri gacvla amcirebs konkurencias,
aerTianebs ra myidvelebs da mimwodeblebs informaciuli
teqnologiebis ZviradRirebuli sistemebis daxmarebiT. Internet-is
gamoyenebam Seamcira es saSiSroeba. myidvelebi Tavis gancxadebebs
ganaTavseben internetSi, raTa swrafad da efeqturad moZebnon

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.

 SesyidvaTa Sesrulebis Sefaseba _ zogierTma kompaniam Sesyidvis

menejerebisTvis daadgina waxalisebis programuli sistema Sesyidvebis
gansakuTrebiT xarisxiani SesrulebisaTvis. es TiTqmis igivea, rac
gamyidvelis agentebisTvis premiebis miReba gansakuTrebiT
warmatebuli garigebebisTvis.
aseTi sistema warmoadgens stimuls Sesyidvis menejerebisaTvis.
isini cdiloben gamyidvelebze zewolis gaZlierebas ufro
xelsayreli pirobebis miRebis mizniT.

pirovnebaTaSorisi faqtorebi

Semsyidveli komiteti, Cveulebriv, Sedgeba mravali adamianisgan,

romlebic gavlenas axdenen erTmaneTze. gamyidvelebisTvis erTgvarad
sakmaod Znelic aris gaarkvios rogori pirovnebaTaSorisi faqtorebi da
Zalebi moqmedeben Sesyidvebis ganxorcielebisas. rogorc erTma avtorma
SeniSna: ,,menejers ar aweria is, rom igi warmoadgens gadawyvetilebis

153
mimReb pirs, an is, rom SesaZlebelia misi ugulebelyofa. yvelaze
gavleniani adamiani xSirad rCeba SeumCneveli, yovel SemTxvevaSi, savaWro
agentisTvis.”

zustad aseve, Semsyidveli centris wevri, romelsac ukavia maRali

Tanamdeboba, aucilebeli ar aris flobdes gadamwyvet xmas
gadawyvetilebis miRebis dros. Semsyidveli centris wevrebs SeuZliaT
gavlenis moxdena, Tu akontroleben waxalisebis da dasjis sistemas, an
gaaCniaT didi gamocdileba zogierT sakiTxebSi, an gansakuTrebul
urTierTobebSi imyofebian sxva gavlenian pirebTan.

individualuri faqtorebi

yidvis Sesaxeb gadawyvetilebis miRebis procesis TiToeul

monawiles masSi Seaqvs piradi motivebi, gancdebi da upiratesobani. es
individualuri faqtorebi damokidebulni arian adamianis iseT
maxasiaTeblebze, rogoricaa _ misi asaki, Semosavlebis done, ganaTleba,
profesiuli kvalifikacia da riskTan damokidebuleba.

ase magaliTad, TiToeul myidvels aqvs yidvis ganxorcielebis

sakuTari stili. erTni mimwodeblis SerCevamde dawvrilebiT aanalizeben
konkurentul winadadebebs, sxvebi ki, SeiZleba intuiciurad iyvnen
Suamavlebi. isini iTvlebian iseTi situaciebis Seqmnis specialistebad,
rodesac mimwodeblebi erTmaneTTan dapirispirebiT cdiloben garigebis
ukeTesi pirobebis miRwevas.

154
 organizaciuli myidvelobiTi qcevis modeli

cxrilSi CamoTvlilia myidvelobiTi qcevis 8 etapi. myidvelebi,

romlebic awydebian axali Sesyidvis situacias, gadian yvela am 8 etaps.

myidvelebs, romlebic axorcieleben Cveulebriv an Semcvlel

ganmeorebiT Sesyidvas, SeuZliaT zogierTi etapis gverdis avla.

Cven ganvixilavT yvela etaps axali Sesyidvis ganxorcielebis

tipiur situaciaSi.

# Sesyidvis ganxorcielebis axali Secvlili Cveulebrivi

procesis etapebi Sesyidva ganmeorebiTi ganmeorebiTi
Sesyidva Sesyidva

1 moTxovnilebis Secnoba aris SesaZlebelia ara

2 moTxovnilebis zogadi aRwera aris SesaZlebelia ara

3 saqonlis maxasiaTeblebis aris aris aris

Sefaseba

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

cxr. 1 Seyidvis ganxorcielebis procesis ZiriTadi etapebi da yidvis

situaciaTa ZiriTadi saxeebi

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.

moTxovnilebis Secnoba xdeba rogorc garegani, aseve Sinagani

stimulebis zemoqmedebis Sedegad.

Sinagani stimulebi SeiZleba iyos, magaliTad, gadawyvetileba

axali saqonlis gamoSvebis Sesaxeb, romlis warmoebisTvisac
aucilebelia axali mowyobilobebi da masalebi. SeiZleba moxdes
romelime meqanizmis mwyobridan gamosvla, ris Sedegadac saWiro xdeba
remontisTvis damatebiTi nawilebis SeZena. SesaZlebelia Sesyidvebis
menejers ar awyobdes mocemul momentSi Sesasyidi saqonlis xarisxi, an
misi fasi, an servisi.

garegani stimulebis ricxvs ganekuTvneba axali ideebi, romlebic

uCndeba myidvels gamofenaze daswrebis, sareklamo gancxadebis
daTvalierebis, savaWro agentis mier ukeTesi saqonlis an SedarebiT
dabali fasebis SeTavazebis dros. sinamdvileSi gamyidvelebi Tavis
reklamaSi xSirad afrTxileben myidvelebs potenciuri problemis
Sesaxeb da aCveneben, Tu rogor SeuZliaT maT saqonels am problemaTa
gadawyveta an Tavidan acileba.

b) moTxovnilebis zogadi aRwera

Seicnobs ra moTxovnilebas, myidveli iwyebs mis zogad aRweras,
romelSic miTiTebulia saWiro saqonlis ZiriTadi maxasiaTeblebi da
aucilebeli raodenoba.

standartuli saqonlisTvis es procesi sakmaod martivia, magram

rTuli nawarmis maxasiaTeblebis gansazRvrisTvis myidvels SeiZleba

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.

am etapze gamocdil gamyidvels SeuZlia myidvelis daxmareba misi

moTxovnilebis gansazRvriT, aseve saqonlis ama Tu im maxasiaTeblebis
mniSvnelobaTa Sesaxeb informaciis miwodebiT.

g) saqonlis maxasiaTeblebis Sefaseba

myidveli kompania Semdeg iwyebs saqonlis teqnikuri

maxasiaTeblebis (specifikaciebis) CamonaTvalis SemuSavebas
funqcionalur_RirebulebiTi analizis specialistTa mxardaWeriT.

funqcionalur_RirebulebiTi analizi _ es aris sawarmoo

xarjebis Semcirebis xerxi, romlis drosac xdeba saqonlis calkeuli
komponentebis gulmodgine Seswavla da maTi standartizaciis,
konstruqciis Secvlis an ufro iafi teqnologiiT warmoebis
SesaZleblobis garkveva. specialistebi afiqsireben saqonlis saukeTeso
maxasiaTeblebs da axdenen maT detalur aRweras.

myidvelebsac aseve SeuZliaT funqcionalur-RirebulebiTi

analizis gamoyeneba, rogorc axali klientebis mizidvis instrumenti.
Tu gamyidveli myidvels aCvenebs raime saqonlis warmoebis saukeTeso
meTods, maSin mas SeuZlia Cveulebrivi ganmeorebiTi Sesyidvis situacia
gadaaqcios axali Sesyidvis ganxorcielebis situaciad da amgvarad,
miiRos axali SekveTa.

157
 d) miwodebis Zieba

axla myidvelma unda moiZios mimwodeblebi maT Soris

saukeTesoTa arCevis mizniT. myidvels SeuZlia Seadginos kvalificiur
mimwodebelTa mcire CamonaTvali savaWro cnobarebis daTvalierebiT an
sxva kompaniebSi rekomendaciebisTvis telefoniT mimarTviT. rac ufro
axalia SesaZeni saqoneli, miT ufro meti dro iqneba saWiro
mimwodebelTa moZiebisTvis.

mimwodeblis amocana mdgomareobs imaSi, rom moxvdes ZiriTad

cnobarebSi, agreTve Seuqmnas sakuTar Tavs umwikvlo reputacia bazarze.

gayidvis agentma unda gamoavlinos is sawarmoebi, romlebic

mocemul momentSi eZeben mimwodeblebs da gansazRvros, SeZlebs Tu ara
misi kompania maTTvis raimes SeTavazebas.

e) winadadebebis SeTavazeba

winadadebebis SeTavazebis etapze myidveli kvalificiur

mimwodeblebs sTavazobs sakuTar winadadebebs. pasuxad zogierTi
mimwodebeli myidvels awvdis sakuTar katalogs an agzavnis masTan Tavis
savaWro agents. magram rodesac saqme exeba teqnikurad rTul an
ZviradRirebul saqonels, myidveli, Cveulebriv, iTxovs TiToeuli
potenciuri momwodeblisgan dawvrilebiT werilobiT winadadebebs an
oficialur prezentaciebs.

myidvelis SeTavazebis pasuxad gamyidvelma unda SeZlos

gamokvlevis kvalificiurad Sesruleba, winadadebebis momzadeba da
wardgena. mimwodeblis winadadebebi unda warmoadgendnen ara mxolod
teqnikur, aramed marketingul dokumentebsac. isini ndobas unda iwvevdnen
mimwodebeli kompaniis mimarT da gamoyofdnen maT konkurentebis fonze.

158
 v) mimwodeblis arCeva

am etapze Semsyidveli centris wevrebi swavloben Semosul

winadadebebs da irCeven erT an ramdenime mimwodeblebs.

mimwodeblis SerCevisas Semsyidveli komiteti adgens mis mimarT

moTxovnebis sias. erT gamokvlevaSi aRniSnuli iyo, rom Sesyidvis
ganyofilebis xelmZRvanelebma mimwodeblis da momxmareblis
urTierTobaze zemomqmedi yvelaze ufro mniSvnelovani gaqtorebidan
gamoyves Semdegi:

 xarisxiani saqoneli da momsaxureba;

 saqonlis drouli miwodeba;
 kompaniis TanamSromelTa qcevis eTikuroba;
 gulwrfeloba urTierTobebSi;
 konkurentuli fasebi;
aranakleb mniSvnelovania iseTi momentebi, rogoricaa mimwodeblis
mier remontis Sesrulebis unari da miwodebuli nawarmis teqnikuri
momsaxureba, konsultaciebis Catareba teqnikur sakiTxebTan
dakavSirebiT, mimwodeblebis adgilmdebareoba, masTan muSaobis
gamocdileba da misi reputacia.

Semsyidveli centris wevrebi adgenen mimwodeblebis reitings am

maxasiaTeblebis mixedviT da avlenen maT Soris saukeTesos.

mimwodebelTa SefasebisTvis xSirad gamoiyeneba specialuri

formebi. aseTi formis nimuSi warmodgenilia cxrilSi.

159
 mimwodebelTa analizis magaliTi

r e i t i n g i

# mimwodeblis Zalian cudi damakm kargi Sesa-

maxasiaTeblebi cudi niSnavi

(1) (2) (3) (4) (5)

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.

saSualo Sefaseba = 4,29

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.

myidvelisTvis mimwodeblis sxvadasxva maxasiaTeblebis

mniSvneloba damokidebulia yidvis situaciaze, romelSic imyofeba
myidveli.

220 Sesyidvis menejeris gamokiTxvam aCvena, rom standartuli

saqonlis mimdinare Sesyidvebis ganxorcielebisas ufro mniSvnelovania
ekonomikuri kriteriumebi. saqonlis saeqspluatacio xarisxs meti
mniSvneloba aqvs arastandartuli, teqnikurad rTuli nawarmis Sesyidvis
dros. mimwodeblis Seguebis unari momxmareblis mudmivad cvalebad
moTxovnebTan did rols TamaSobs nebismieri tipis Sesyidvebis
ganxorcielebisas.

saboloo gadawyvetilebis miRebamde myidvelebs SeuZliaT ukeTes

mimwodeblebTan molaparakebis warmoeba ufro xelsayreli fasebis da
miwodebis pirobebis Sesaxeb. sabolood myidveli Tavis arCevans akeTebs
erT an ramdenime mimwodebelze.

bevri myidveli kompania upiratesobas aniWebs ramdenime

mimwodebels, raTa Tavidan aicilos erT romelime maTganze absoluturi
damokidebuleba. aseTi midgoma myidvels saSualebas aZlevs mudmivad
Seadaros sxvadasxva mimwodebelTa fasebi da muSaobis xarisxi.

161
 z) SekveTis gaformeba

axla myidveli iwyebs SekveTis gaformebas. SekveTa moicavs

saqonlis teqnikur maxasiaTeblebs, mis aucilebel raodenobas, miwodebis
savaraudo vadebs, dabrunebis pirobebs da garantiebs.

teqnikuri momsaxurebis, remontis da mowyobilebaTa

eqspluataciisTvis aucilebeli nawarmis yidvis SemTxvevaSi myidvelebi
sul ufro metad ixrebian generaluri kontraqtebis dadebisken da ara
perioduli SekveTebisken.

generaluri kontraqti iTvaliswinebs xangrZliv TanamSromlobas

mimwodebels da myidvels Soris. aseTi kontraqtiT mimwodebeli
valdebulia aucileblobis mixedviT ganaxorcielos saqonlis
ganmeorebiTi miwodeba SeTanxmebuli fasebiT kontraqtis moqmedebis
mTeli vadis ganmavlobaSi. gamyidveli TavisTan inaxavs saqonlis
garkveul marags. rodesac myidvels gauCndeba am saqonlis yidvis
aucilebloba, misi kompiuteri avtomaturad gadascems SekveTas
mimwodebels.

generaluri kontraqti aTavisuflebs myidvels molaparakebebis

warmoebis Sromatevadi procesisgan yovel jerze, rodesac aucilebelia
garkveuli saqonlis Sesyidva. igi saSualebas aZlevs myidvels aseve,
rom gaakeTos naklebad msxvili, magram xSiri SekveTebi, rac amcirebs
saqonlis maragis Senaxvis moculobas da mitanis xarjebs.

generaluri kontraqtebis dadebis praqtikas mivyavarT iqiTken, rom

myidveli Sesyidvebs axorcielebs mxolod erT mimwodebelTan, amasTan
SekveTebis moculoba xdeba ufro msxvili. am SemTxvevaSi mimwodebeli
da myidveli mWidrod arian dakavSirebuli erTmaneTTan xelSekrulebis
valdebulebebiT, amitom sxva mimwodeblebisTvis Zalian rTulia am
kavSirebuli darRveva. es SeiZleba moxdes mxolod maSin, roca myidvels
ukve aRar akmayofilebs mocemuli mimwodeblis servisi an fasebi.

162
 d) mimwodeblis muSaobis efeqturobis Sefaseba

am etapze myidveli Sefasebas aZlevs mimwodeblis muSaobis

efeqturobas. mas SeuZlia daukavSirdes saqonlis saboloo momxmarebels
da miiRos maTi Sefaseba mocemuli saqonliT dakmayofilebis Taobaze.

mimwodeblis muSaobis efeqturobis Sefasebam SeiZleba aiZulos

myidveli, raTaA miiRos gadawyvetileba masTan SeTanxmebis gagrZelebis,
Secvlis an SeCerebis Sesaxeb. gamyidvelis amocana mdgomareobs imaSi,
rom akontrolos Tavisi muSaobis Sesabamisoba myidvelis moTxovnebTan.

Cven ganvixileT etapebi, romlebsac gadis myidveli kompania

axali Sesyidvis ganxorcielebis situaciaSi. 8 etapisgan Semdgari
mocemuli modeli iZleva gadawyvetilebis miRebis procesis da Sesyidvis
ganxorcielebis Sesaxeb gamartivebul warmodgenas. realur situaciaSi
ki es procesi bevrad ufro rTulia.

Cveulebrivi an Secvlili ganmeorebiTi Sesyidvis SemTxvevaSi

zogierTi etapi SeiZleba iyos gamartivebuli an gamotovebuli. nebismier
SemTxvevaSi TiToeuli organizacia Taviseburad axorcielebs Sesyidvebs
da TiToeul konkretul situacias gaaCnia sakuTari Taviseburebebi. am
porcesis sxvadasxva etapze muSaobaSi erTvebian organizaciis
Semsyidveli centris sxvadasxva monawileebi.

miuxedavad imisa, rom myidvelebi gadian am etapebis

umravlesobas, isini yovelTvis ar icaven aseT Tanmimdevrobas, SeuZliaT
CarTon raime sxva etapi, xSirad ki imeoreben romelime maTgans.

163
 arakomerciuli organizaciebis da saxelmwifo

dawesebulebebis bazrebi

aqamde Cveni informacia organizaciebis mier ganxorcielebuli

Sesyidvebis Sesaxeb fokusirebuli iyo ZiriTadad sawarmoebze, romelTa
did nawils ganekuTvneba saxelmwifo dawesebulebebi da arakomerciuli
organizaciebi. magram am arakomerciul bazrebs gaaCniaT Tavisi
damatebiTi maxasiaTeblebi da moTxovnebi, amitom daskvniT nawilSi Cven
ganvixilavT saxelmwifo dawesebulebebis da arakomerciul
organizaciaTa bazris Taviseburebebs.

a) arakomerciuli organizaciebis bazari

arakomerciuli organizaciebis bazari moicavs skolebs,

saavadmyofoebs, kerZo klinikebs, cixeebs da sxva organizaciebs. isini
sazogadoebas awvdian saqonels, momsaxurebas da sargebloben misi
dotaciebiT.

es organizaciebi gansxvavdebian erTmaneTisgan Tavisi

daniSnulebiT da dafinansebis wyaroebiT. magaliTad, BUPA–s
saavadmyofoebi gaerTianebul samefoSi funqcionireben mogebis miRebis
mizniT, maSin, roca Nacional Health Servise –is qselis arakomerciuli
saavadmyofoebi samedicino daxmarebas uweven mosaxleobis Rarib fenebs,
xolo Terrence Higgins Trust–is tipis saqvelmoqmedo sazogadoebebi
exmarebian uimedo avadmyofebs.

bevri arakomerciuli organizacia xasiaTdeba mcire biujetiT da

orientirebulni arian klientTa garkveul kategoriaze. magaliTad,
saavadmyofos pacientebi moklebulni arian sakvebis arCevis

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.

bevri sawarmo qmnis calkeul qvedanayofebs imisTvis, raTa

daakmayofilos arakomerciuli organizaciebis moTxovnilebebi.
magaliTad, kompania Heinz cdilobs arakomerciuli organizaciebis
momsaxurebis gaumjobesebas, amisTvis igi specialurad awarmoebs da
afasoebs ketCups da kvebis sxva produqtebs, romlebic miewodebaT
saavadmyofoebs, kolejebs da sxva organizaciebs. fasebi kompania Heinz-is
saqonelze sakmaod dabalia.

Bb) saxelmwifo dawesebulebebis bazari

saxelmwifo dawesebulebebis bazari did SesaZleblobebs uqmnis

bevr kompanias. marto aSS-is federalur mTavrobaSi da marTvis
adgilobriv organoebSi aris ~82 aTasze meti dawesebuleba, romlebic
axorcieleben Sesyidvebs. sxvadasxva donis saxelmwifo dawesebulebebi
ki gamyidvelebs mTel msoflioSi aZleven met SesaZleblobebs.

saxelmwifo organizaciebis mier Sesyidvebis ganxorcieleba bevri

ramiT hgavs sawarmoebis mier Sesyidvebis ganxorcielebas. magram
arsebobs arsebiTi gansxvavebanic, romelTa gaTvaliswinebac

165
aucilebelia uwinares yovlisa im kompaniebisTvis, romlebsac saqonelsa
da momsaxurebaze SekveTis miReba surT saxelmwifo dawesebulebebisagan.

saxelmwifo dawesebulebebis bazarze warmatebis misaRwevad

myidvelebma kargad unda icodnen yidvis Sesaxeb gadawyvetilebis
miRebis procesi, erkveodnen Tu vin iRebs yidvis Sesaxeb saboloo
gadawyvetilebas, agreTve unda SeeZloT myidvelis qcevaze moqmedi
faqtorebis gansazRvra.

aSS-is federaluri mTavrobis Semsyidveli organizaciebi muSaoben

rogorc samoqalaqo, ise samxedro seqtorSi. sxvadasxva saministroebs,
uwyebebs, saagentoebs, komisiebs da sxva organizaciebs saqme aqvT
saxelmwifo samoqalaqo SesyidvebTan. zogadi daniSnulebis samsaxuris
sammarTvelo (General Services Administration) exmareba samoqalaqo seqtorSi
(magaliTad, saofise aveji da teqnika, satransporto saSualebebi,
sawvavi) gamoyenebuli saqonlis Sesyidvebis centralizebas. es
sammarTvelo axdens agreTve sxva dawesebulebebisTvis Sesyidvebis
ganxorcielebis procedurebis SemuSavebas da standartizacias.

saxelmwifo samxedro Sesyidvebi xorcieldeba Tavdacvis

saministros mier, ZiriTadad samxedro momaragebis sammarTvelos
(Defense Logistic Agency) da armiis, aviaciis da flotis Sesabamisi
organizaciebis meSveobiT. ZviradRirebuli dublirebis Tavidan
asacileblad samxedro momaragebis sammarTvelo Seisyidis da anawilebs
yvela samxedro samsaxuris mier gamoyenebul saqonels. igi marTavs
mSeneblobis, eleqtronikis, sawvavis, piradi Semadgenlobis formaSi
gamowyobis, samrewvelo damniSnulebis saqonlis da materialur-
teqnikuri saSualebebis zogadi saxeebis sferoSi specializirebuli
momaragebis 6 centrs.

Stabebis da adgilobrivi myidveli dawesebulebebis doneze amiT

dakavebuli aris ganaTlebis sammarTvelo, saavadmyofoebi, sacxovrebeli

166
sammarTveloebi da sxva mravali. TiToeul maTgans gaaCnia Sesyidvebis
ganxorcielebis sakuTari procedura, romelic aucileblad unda
gaiTvaliswinon myidvelebma.

saxelmwifo dawesebulebebis mier Sesyidvebis ganxorcielebaze

moqmedi ZiriTadi faqtorebi

saxelmwifo dawesebulebebi Sesyidvebis ganxorcielebis procesSi

ganicdian igive faqtorTa gavlenas, rasac samrewvelo daniSnulebis
saqonlis myidvelebi (organizaciuli, pirovnebaTaSorisi, individualuri
garemo faqtorebi). erTaderTi gansxvaveba mdgomareobs imaSi, rom
saxelmwifo dawesebulebebis saqmianobas yuradRebiT adevneben Tvalyurs
sxvadasxva sazogadoebrivi jgufebi. es organizaciebi akontroleben, Tu
rogor xarjavs mTavroba gadasaxadis gadamxdelTa fuls. ramdenadac
raimes Sesyidvaze fulis gamoyofis gadawyvetileba warmoadgens
sazogadoebriobis ganxilvis obieqts, saxelmwifo dawesebulebebi
gavsebulia qaRaldebis groviT. Sesyidvis ganxorcielebaze sanqciis
misaRebad aucilebelia sxvadasxva saguldagulod SemuSavebuli
formebis Sevseba da xelmowera. biurokratiis done Zalian maRlia,
magram gamyidvelebma unda SeZlon misi gadalaxva.

saxelmwifo dawesebulebebis mier Sesyidvebis ganxorcielebisas

araekonomikuri faqtorebis roli mudmivad izrdeba, saxelmwifo
dawesebulebebs mxardaWeris Sesaxeb TxovniT mimarTaven ekonomikurad
susti regionebis, wvrili kompaniebis warmomadgenlebi, agreTve
sawarmoebi, romelTaTvisac miuRebelia diskriminacia rasobrivi,
sqesobrivi an asakobrivi niSnis mixedviT. politikosebi agreTve
cdiloben Tavisi saarCevno olqis sawarmoebisTvis raime didi SekveTis
miRebas. myidvelebma unda gaiTvaliswinon is faqtorebi samTavrobo
SekveTis miRebis mcdelobisas.

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.

riskis maRali donis mqone rTul proeqtebze muSaobisas

saxelmwifo dawesebulebebi mimwodeblebis mozidvas axdenen
molaparakebaTa Sedegebis mixedviT dadebuli kontraqtebis meTodis
safuZvelze. es meTodebi gamoiyeneba aseve kontraqtze pretenziis mqone
mimwodeblebs Soris arasakmarisad efeqturi konkurenciis SemTxvevaSi.

saxelmwifo dawesebulebebi sul ufro met upiratesobas aniWeben

samamulo mimwodeblebs, rac warmoadgens sazRvargareTuli kompaniebis
ukmayofilebis ZiriTad mizezs. yoveli saxelmwifo iswrafvis mxari
dauWiros sakuTar samamulo mimwodeblebs, Tundac sazRvargareTeli
mimwodeblebi sTavazoben ufro momgebian winadadebebs. evropuli komisia
ekonomikur sakiTxebze (European Ekonomic Commission) cdilobs am
tendenciebis daZlevas.

saxelmwifo dawesebulebebis mier Sesyidvis

Sesaxeb gadawyvetilebis miReba

saxelmwifo dawesebulebebis mier Seyidvebis ganxorcielebis

praqtika xSirad rTuli, zogjer ki ubralod Tavgzis amrevia
mimwodeblebisTvis. isini xSirad gamoTqvamen sayvedurs saxelmwifo
dawesebulebebis mier Sesyidvebis ganxorcielebis meTodebTan
dakavSirebiT. es SemTxvevebi xSirad dakavSirebulia saqmis
gaWianurebasTan, qaRaldebis trialTan, biurokratizmTan, saqonlis
yvelaze dabal fasebSi miRebis swrafvasTan, gadawyvetilebis miRebis

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.

saxelmwifo dawesebulebebi exmarebian myidvelebs sakuTari

moTxovnilebebis da Sesyidvebis ganxorcielebis meTodebis Sesaxeb
informaciaTa miwodebiT. saxelmwifo dawesebulebebi iswrafvian moiZion
axali mimwodeblebi iseve xSirad, rogorc mimwodeblebi iswrafvian
axali klientis moZiebas.

saxelmwifo xarjebis saerTo moculoba ganisazRvreba

Cinovnikebis mier da ara bazris ganviTarebaze mimarTuli raime
marketinguli ZalisxmeviT.

saxelmwifo dawesebulebebis mier saqonlis Sesyidvebisas

gadamwyvet rols TamaSobs saqonlis fasi. amitom mimwodeblebi
iZulebulni arian srulyon saqonlis warmoebis teqnologiebi maTi
Rirebulebis Semcirebis mizniT. Tu myidvelis mier moTxovnili
saqonlis maxasiaTeblebi gulmodgined aris damuSavebuli da aRwerili,
mocemuli saqonlis gansxvaveba konkurentebis saqonelTan aRar iqneba
marketinguli faqtori. Ria vaWrobisas asc reklama, arc personaluri
gayidvebi ar warmoadgenen gasaRebs gamarjvebisken.

bevrma kompaniam, rogorebicaa British Aerospace, Eastman Kodak da

Goodyear, saxelmwifo dawesebulebebTan samuSaod TavisTan Seqmna
marketingis specialuri ganyofilebebi. maTi daxmarebiT es kompaniebi
cdiloben gayidvebze ufro mozomili, mecnierulad dasabuTebuli
fasebis da saxelmwifo dawesebulebebis moTxovnilebaTa dakmayofilebis
sakuTari variantebis SeTavazebas, konkurentebis Sesaxeb informaciis
Segrovebas, sakuTari kompaniis kompetenturobis damadasturebeli ufro
damajerebeli argumentebis moZiebas da gavrcelebas.

169