Marketingis Safuzvlebi

babulia (dodo)
mRebriSvili
marketingis
safuZvlebi
marketingis safuZvlebi
nugzar babulia
nugzar
Todua
Todua mRebriSvili
gamomcemloba ùniversali~
Tbilisi 2009
marketingis safuZvlebi erT-erTi savaldebulo saswavlo
disciplinaa ekonomikisa da biznesisTvis specialistebis mosamza-
debel specialobebze. naSromSi logikuri TanmimdevrobiT aris
gadmocemuli Tanamedrove marketingis ZiriTadi sakiTxebi. dasaw-
yisSi ganxilulia marketingis ZiriTadi cnebebi da strategiebi,
Semdeg ki marketingis kompleqsis elementebi. momdevno Tavebi eT-
moba internetis rols marketingis ganviTarebaSi, momsaxurebis da
saerTaSoriso marketingis specifikuri Taviseburebebis daxasiaTe-
bas. naSromSi mocemulia, agreTve, testebi marketingis safuZvle-
bis aTvisebis donis TviTSefasebisTvis. mocemuli wignis struqtu-
ra aadvilebs marketingis Seswavlas da ganapirobebs misi rolisa
da mniSvnelobis gacnobierebas biznesSi.
naSromi warmoadgens leqciebis kurss, romelic gankuTvni-
lia umaRlesi saswavleblebis studentebisTvis. is daxmarebas gau-
wevs marketingis sakiTxebiT dainteresebul pirebsac.
avtorebi:
ekonomikis akademiuri doqtori b. mRebriSvili-Sesavali, Tavebi: 1,
2, 3, 4, 6, 7, 8, 9, 10 11, 15, 16, 18, 19, testebi;
ekonomikis mecnierebaTa doqtori, Tsu-is sruli profesori n. To-
dua-Tavebi: 5, 12, 13, 14, 17.
redaqtori: nugzar Todua
recenzentebi: iuri xuxua

boris lagvilava
© n. Todua, b. mRebriSvili, 2009
gamomcemloba ùniversali~, 2009

Tbilisi, 0179, i. WavWavaZis gamz. 19,  : 22 36 09, 8(99) 17 22 30
E–mail: universal@internet.ge
ISBN 978-9941-12-?????
2
vuZRvniT ivane javaxiSvilis saxelobis
Tbilisis saxelmwifo universitetis
90 wlis iubiles
winasityvaoba
Tanamedrove biznesis warmatebiT ganxorcielebis auci-

lebeli piroba marketingia. mas aqtiurad iyeneben mowinave
sawarmoebi. maTTvis marketingi saqonelze moTxovnis Seqmnis,
rac SeiZleba xangrZlivi drois manZilze misi SenarCunebis
da am gziT mogebis miRebis umniSvnelovanesi saSualebaa.
biznesiT dakavebulma adamianebma kargad ician, rom xa-
risxiani saqonlis Seqmna ar aris sakmarisi bazarze damkvid-
rebisa da arsebobis gaxangrZlivebisTvis. imavdroulad, saWi-
roa saqonlis myidvelis gamoZebna, rac miiRweva efeqtiani
marketinguli RonisZiebebis ganxorcielebis gziT.
Tanamedrove pirobebSi efeqtian marketingad momxmare-
belze orientirebuli saqmianoba iTvleba, sawarmoebis mom-
xmarebelze orientacia ki SesaZlebelia maTi survilebis,
Sexedulebebis, saqonlis mimarT damokidebulebis Seswavlis
safuZvelze. amis ganxorcieleba, Tavis mxriv, moiTxovs mar-
ketingis arsSi safuZvlianad garkvevas, marketinguli midgo-
mebisa da strategiebis SemuSavebis meTodebis dauflebas,
marketingis kompleqsis elementebis Seswavlas.
momxmarebelze orientirebuli azrovnebis saWiroebam
ganapiroba marketingis Seswavlis aucilebloba biznesisTvis
specialistebis mosamzadebel specialobebze. marketingis
specialistebis momzadebas sWirdeba Tanamedrove literatu-
ra, romelic fexdafex mihyveba marketingis Teoriasa da
praqtikaSi momxdar cvlilebebs da saTanado formiT miaw-
3
vdis maT rogorc studentebs, ise marketingis SeswavliT
dainteresebul sxva pirebs.
mocemuli wigni daiwera marketingis sakiTxebze Tana-
medrove sazRvargareTuli da adgilobrivi literaturis sa-
fuZvliani Seswavlisa da gaazrebis safuZvelze. pirvel rig-
Si, gamoviyeneT dReisTvis msoflioSi aprobirebuli saswav-
lo literatura. aucileblad unda davasaxeloT marketin-
gis cnobili amerikeli specialistebis f. kotleris da g.
armstrongis avtorobiT da TanaavtorobiT sxvadasxva dros
gamocemuli saxelmZRvaneloebi, agreTve, amerikeli specia-
listebis l. bunisa da d. kurtcis ”Tanamedrove marketingi-
s” saxelmZRvanelo. saTanado yuradReba mieqca marketingul
problemebze gamocemuli samecniero naSromebis Seswavlas da
gamoyenebas.
vfiqrobT, mocemuli saxelmZRvanelo saTanado daxmare-
bas gauwevs studentebs da sxva dainteresebul pirebs mar-
ketingis SeswavlaSi.
avtorebi madlobis grZnobiT miiReben saqmian SeniSvnebs
da gaiTvaliswineben maT momaval muSaobaSi.
da bolos, mocemuli wigni ver ixilavda dRis sinaT-
les, rom bevr adamians Tavisi wvlili ar Seetana mis gamo-
cemaSi. pirvel rigSi, madlobas vuxdiT recenzentebs, ekono-
mikis akademiur doqtorebs iuri xuxuas da boris lagvi-
lavas.did madlobas vuxdiT wignis eleqtronuli versiis
momzadebaSi aqtiuri daxmarebisTvis nino da ana mRebriSvi-
lebs, sandro vaCeiSvils, giorgi da Tamar megrelebs, irma
mSvenieraZes. madloba gvinda gadavuxadoT juli janjRavas
wignis redaqtirebisTvis da gamomcemlobis TanamSromlebs
misi droulad da xarisxianad gamocemisTvis.
avtorebi
4
S i n a a r s i
winasityvaoba .......................................................................................................
Sesavali.................................................................................................................
Tavi 1. marketingis arsi da ganviTarebis koncefciebi
1.1. marketingis arsi da masTan dakavSirebuli ZiriTadi cnebe-
bi
1.2. marketingis koncefciebi
1.3. marketingis funqciebi
1.4. marketingis principebi
1.5. marketingis saxeebi
1.6. marketingis tipebi
1.7. marketingis sistemebi
I TavSi gamoyenebuli marketinguli terminebi
reziume
Tavi 2. marketingis marTva
2.1. marketingis marTvis arsi da amocanebi
2.2 marketingis marTvis procesi
2.3. marketingis samsaxuris organizacia sawarmoebSi
II TavSi gamoyenebuli marketinguli terminebi
reziume
Tavi 3. dagegmva da kontroli marketingis sistemaSi
3.1. dagegmva_marketingis marTvis ZiriTadi rgoli
3.2. strategiuli dagegmvis procesi
3.3. marketingis gegma_biznes gegmis Semadgeneli nawili
3.4. marketingis kontrolis arsi da ZiriTadi damaxasiTebeli niS-
nebi
3.5. marketingis kontrolis saxeebi
III TavSi gamoyenebuli marketinguli terminebi
reziume
Tavi 4. marketinguli garemo
4.1. marketinguli garemos arsi da saxeebi
4.2. mikrogaremoze uSualod moqmedi faqtorebis daxasiaTeba
4.3. makrogaremoSi moqmedi ZiriTadi faqtorebi
4.4. marketingis socialuri aspeqtebi
5
IV TavSi gamoyenebuli marketinguli terminebi
reziume
Tavi 5. marketinguli kvlevebi
5.1. marketinguli informaciis arsi da saxeebi
5.2. marketingis informaciuli sistema da misi elementebi
5.3. marketinguli kvlevis arsi, mniSvneloba, mizani da ZiriTadi
obieqtebi
5.4. marketinguli kvlevis procesi
V TavSi gamoyenebuli marketinguli terminebi
reziume
Tavi 6. momxmarebelTa qceva
6.1. momxmareblebi da maTi tipologia
6.2. myidvelis qcevis modeli
6.3.samomxmareblo saqonlis momxmarebelTa qcevis ganmsazRvreli
faqtorebi
6.4. samomxmarelo saqonlis yidvis procesis etapebi
6.5. sawarmoo daniSnulebis saqonlis myidvelTa qcevaze moqmedi
faqtorebi
6.6. sawarmoo daniSnulebis saqonlis yidvis procesi
VI TavSi gamoyenebuli marketinguli terminebi
reziume
Tavi 7. bazris segmentacia, miznobrivi bazrebis SerCeva da saqon-
lis pozicionireba bazarze
7.1. bazris segmentaciis arsi
7.2. samomxmareblo saqonlis bazris segmentaciis ZiriTadi princi-
pebi
7.3. sawarmoo daniSnulebis saqonlis bazris segmentaciis Tavise-
burebebi
7.4. bazris miznobrivi segmenti da misi SerCevis ZiriTadi krite-
riumebi
7.5. saqonlis pozicionireba
VII TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 8. konkurentuli strategia
6
8.1. konkurentebis saqmianobis analizi
8.2. konkurenciis strategiebi
8.3. konkurentuli Tanaarsebobis formebi
VIII TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 9. saqoneli
9.1. saqoneli-marketingis kompleqsis ZiriTadi elementi
9.2. sasaqonlo niSani da misi mniSvneloba marketingSi
9.3. brendingi
9.4. sasaqonlo politikis damuSavebis mizani da aucilebeli pi-
robebi
9.5. saqonlis SefuTva da markireba
9.6. saqonlis konkurentunarianoba da misi ganmsazRvreli maCveneb-
lebi
IX TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 10. axali saqoneli marketingis sistemaSi

10.1. axali saqonlis arsi da Seqmnis aucilebloba
10.2. axali saqonlis Seqmnis procesi
10.3. axali saqonlis adaptaciis procesi
10.4. saqonlis sasicocxlo cikli
X TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 11. fasebi

11.1. faswarmoqmnis politika sabazro ekonomikis pirobebSi
11.2. fasis sidideze moqmedi faqtorebi
7
11.3. faswarmoqmnis procesi
11.4. faswarmoqmnis meTodebi
11.5. faswarmoqmnis strategiebi
11.6. fasebis koreqtireba
XI TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 12. integrirebuli marketinguli komunikaciebi

12.1. marketinguli komunikaciebis da integrirebuli marketinguli
komunikaciebis cnebebis Sinaarsi
12.2. marketinguli komunikaciebis mizani
12.3. komunikaciuri procesis etapebi
12.4. marketinguli komunikaciebis biujetis Sedgena
12.5. marketinguli komunikaciebis saxeebi
XII TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 13. integrirebuli marketinguli komunikaciebi: reklama, gasa-

Rebis stimulireba, sazogadoebasTan urTierToba
13.1. reklamis saxeebi
13.2. reklamis gavrcelebis arxebi
13.3. sareklamo mimarTvis Sedgena
13.4. gasaRebis stimulirebis obieqtebi da saSualebebi
13.5. sazogadoebasTan urTierToba marketingis sistemaSi
XIII TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 14. personaluri gayidvebi da pirdapiri marketingi

14.1. personaluri gayidvebis roli integrirebul marketingul
komunikaciebSi
14.2. savaWro personalis marTva kompaniebSi
14.3. personaluri gayidvebis procesi
8
14.4 pirdapiri marketingi da misi upiratesobebi
14.5. pirdapiri marketingis formebi
XIV TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 15. marketinguli arxebi da logistika

15.1. marketinguli arxebis arsi da funqciebi
15.2. marketinguli arxebis saxeebi da doneebi
15.3. vertikaluri, horizontaluri da kombinirebuli marketingu-
li sistemebi
15.4. marketinguli arxebis SerCeva
15.5. saqonelmoZraobis buneba da organizaciuli aspeqtebi
XV TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 16. sacalo da sabiTumo vaWroba marketingis sistemaSi

16.1. sacalo vaWrobis arsi da mniSvneloba momxmareblis momsaxu-
rebaSi
16.2. sacalo savaWro sawarmoebis ZiriTadi saxeebi
16.3. sacalo vaWrobaSi miRebuli marketinguli gadawyvetilebebi
16.4. sabiTumo vaWrobis arsi da funqciebi
16.5. sabiTumo sawarmoebis organizaciuli formebi
16.6. sabiTumo vaWrobaSi miRebuli marketinguli gadawyvetilebebi
XVI TavSi gamoyenebuli marketinguli terminebi

reziume
Tavi 17. marketingi internetis epoqaSi

17.1. interneti da misi roli marketingis ganviTarebaSi
17.2. eleqtronuli biznesi, eleqtronuli vaWroba, eleqtronuli
marketingi
17.3. internetvaWrobis ganviTarebis ZiriTadi sferoebi
17.4. onlainuri marketingis arxebi
9
XVII TavSi gamoyenebuli marketinguli terminebi
reziume
Tavi 18. marketingi momsaxurebis da arakomerciuli saqmianobis

sferoebSi
18.1. momsaxurebis marketingis arsi da Taviseburebebi
18.2. momsaxurebis marketingis strategiebi
18.3. calkeuli pirebis marketingi
18.4. adgilis marketingi
18.5. ideis marketingi
XVIII TavSi gamoyenebuli marketinguli terminebi
reziume
Tavi 19. globaluri marketingi

19.1. marketingis evolucia saerTaSoriso doneze
19.2. globaluri marketinguli garemo
19.3. sagareo bazrebze gasvlis marketinguli strategiebi
19.4. saerTaSoriso marketingis ZiriTadi elementebi
XIX TavSi gamoyenebuli marketinguli terminebi
reziume
10
S e s a v a l i
cneba “marketingi” pirvelad aSS-is ekonomikur lite-

raturaSi gamoiyenes MXIX-XX saukuneebis mijnaze. misi
gamoCena ukavSirdeba saqonlis gasaRebis sferoSi Seqmnil
siZneleebs. amitom adre marketingi esmodaT rogorc wmin-
da gasaRebiTi saqmianoba, gasaRebis meTodi, romlis miza-
nic ZiriTadad ukve warmoebuli saqonlis gayidva iyo.
aseT marketings amerikelma mecnierma filip kotlerma ne-
andertaluri marketingi uwoda, Seadara ra is Tanamedrove
adamianis uSualo winapars. dReisTvis marketingi esmiT,
rogorc moTxovnis Seqmnisa da SenarCunebis procesi, rome-
lic sawarmoebs mogebis kuTvnili wilis miRebis saSuale-
bas aZlevs.
specialistebis nawili marketingis, rogorc praqti-
kuli saqmianobis, ganviTarebaSi gamoyofs oTx etaps:
1) marketingi rogorc ganawilebis funqcia;
2) marketingi rogorc gayidvis funqcia;
3) marketingis gamoyofa damoukidebel samsaxurad;
4) marketingi rogorc sawarmos funqcia.
marketingis ganviTarebis pirvel etapze, romelsac
warmoebis erasac uwodeben, warmoebuli saqoneli uprob-
lemod iyideboda. es etapi 1925 wlamde grZeldeboda da
ise Sewyda, rom Tavisi ganviTarebis umaRlesi mwvervalis-
Tvis ar miuRwevia. warmoebis eraSi mwarmoeblebs yuradRe-
ba gadatanili hqondaT xarisxiani produqciis warmoebaze,
fiqrobdnen ra, rom mis gasayidad zedmeti Zalisxmeva ar
iyo saWiro. maTi azriT, xarisxiani produqcia Tavis Tavs
TviTon gayidda. marketingis roli am periodSi, SeiZleba
iTqvas, rom mxolod saqonlis ganawilebaSi gamoixata. baz-
ris kvlevas, gasaRebis stimulirebas, reklamas da marke-
11
tingis sxva instrumentebs didi mniSvneloba ar eniWeboda.
es etapi unda daxasiaTdes, rogorc marketingis ganviTare-
bis winaperiodi.
marketingis ganviTarebis meore etaps specialistTa
erTi nawili gayidvis erad moixseniebs. es etapi moicavs
1920-1950 wlebs. meore etapze sawarmoTa saqmianobaSi, qve-
danayofebs Soris funqciebis gadanawilebis TvalsazrisiT,
arsebiTi xasiaTis cvlilebebi ganxorcielda. saqonlis gasa-
Reba daekisra erT qvedanayofs, romelsac dauqvemdebares
sxva qvedanayofebis gasaRebasTan dakavSirebuli funqciebi,
kerZod, gamyidvelTa swavleba, klientebis momsaxureba, gasa-
Rebis procesis dagegmva. marketingis ganviTarebis am etapze
sawarmoebi koncentrirebuli iyvnen saqonlis gayidvis aq-
tze da ara momxmarebelTa saWiroebebis gamovlenasa da maT
SenarCunebaze; fasebi wesdeboda saqonlis Rirebulebis mi-
xedviT; momxmarebelTa informirebisTvis saSualebebis gamo-
yeneba ZiriTadad erTmaneTisgan izolirebulad xorcielde-
boda da ara urTierTkavSirSi. amasTan, am etapze produqciis
mwarmoeblebi sul ufro metad cdilobdnen gamoSvebuli
produqciis moculobis misi yidviT dainteresebuli poten-
ciuri momxmareblebis raodenobasTan SesabamisobaSi moyvanas.
marketingis ganviTarebis mesame etapze gadasvla da-
kavSirebulia gamyidvelis bazris myidvelis bazriT Secvlas-
Tan. Tu gamyidvelis bazarze SezRuduli iyo saqonlis da
momsaxurebis raodenoba myidvelTa raodenobasTan SedarebiT,
myidvelis bazarze saqonlis da momsaxurebis raodenoba aRe-
mateboda myidvelTa raodenobas. aman ganapiroba biznesis
momxmarebelze orientaciis aucilebloba, ramac, Tavis
mxriv, biZgi misca marketinguli koncefciis warmoSobas.
marketingis ganviTarebis mesame etapis dasawyisad 1952 weli
iTvleba. am wels General Electric-ma win wamoswia menejmen-
12
tis axali filosofia, romelmac marketingi sawarmoo cik-
lis bolodan TavSi gadaitana. marketingis ganviTarebis me-
same etapis dawyebis dRidan specialistebis wreSi marketin-
gi da gayidva sinonimebad aRar iTvleba. evoluciuri proce-
sis mesame etapze sawarmoebSi Seiqmna specializebuli marke-
tinguli qvedanayofebi, romelTac daekisraT pasuxismgeblo-
ba gegmebis Sedgenaze, produqtis Seqmnis procesze, axali
saqonlis SemuSavebaze, SefuTvaze, faswarmoqmnaze. miuxeda-
vad aRniSnulisa, am etapze marketingis mniSvneloba biznes-
Si mainc ver gaacnobieres saTanadod.
marketingis evoluciuri procesis meoTxe etapi meo-
ce saukunis bolo aTwleulSi daiwyo. am etaps urTierTo-
bebis erasac uwodeben, radgan sawarmoebma meti yuradReba
dauTmes momxmareblebTan da mimwodeblebTan urTierTobebs.
urTierTobebis marketingis pirobebSi mwarmoeblebis, savaW-
ro sawarmoebis da mimwodeblebis partnioruli urTierTo-
bebi sul ufro viTardeba. meoTxe etapze sawarmoTa saqmia-
nobis yvela mxare marketingul moTxovnebs daeqvemdebara.
praqtikulad es gamoixateba sawarmos yvela qvedanayofis
marketingis qvedanayofisadmi daqvemdebarebaSi. magram marke-
tingi sawarmos funqcia mxolod im sawarmoebSia, romelTa
xelmZRvanelic marTvaSi marketingis prioritets aRiarebs.
XIX saukunis 70-ian wlebamde marketingis Sesaxeb
arsebuli literatura mimoixilavda mxolod im firmebs,
romlebic mogebaze iyvnen orientirebulni. magram praqtikam
aCvena, rom marketinguli problemebi sazogadoebriv da sa-
xelmwifo organizaciebsac hqondaT. amis gacnobierebam
mkveTrad gaafarTova marketingis gamoyenebisa da misi mecni-
eruli kvlevis sazRvrebi.
13
sazogadoebrivi da arakomerciuli organizaciebis mier
marketingis gamoyenebam ganapiroba marketingis aratradiciu-
li saxeebis warmoSoba.
aratradiciul marketingSi Sedis:
1) pirovnebis marketingi;
2) adgilis marketingi;
3) socialurad orientirebuli marketingi;
4) movlenebis marketingi;
5) organizaciuli marketingi.
pirovnebis marketingis mizania ama Tu im konkretuli
pirovnebis mier miznobrivi momxmareblis yuradRebis raimeze
gamaxvileba. pirovnebis marketings iyeneben, magaliTad, poli-
tikosebi saarCevno kampaniis procesSi.
adgilis marketingis daniSnulebaa ama Tu im regioniT
momxmarebelTa daintereseba.
socialurad orientirebuli marketingi momxmarebelTa
yuredRebas amaxvilebs socialur aspeqtebze, motivebsa da
ideebze. am saxis marketingi aerTianebs movlenaTa farTo
wres, magaliTad, ganaTlebis miRebisTvis xelis Sewyobas, Se-
iaraRebaze kontrols, ojaxis raodenobis dagegmvas, mSobia-
robis travmebis mkurnalobas, nasvami mZRolebis dasjas da
a.S. socialurad orientirebul marketingSi Sedis, agreTve,
kompaniebis mier gamarTuli saqvelmoqmedo sportuli TamaSe-
bi ama Tu im socialuri RonisZiebis, magaliTad, ltolvil-
Ta da iZulebiT gadaadgilebulTa daxmarebisTvis fulis Se-
sagroveblad.
movlenebis marketingSi Sedis sportuli, kulturuli,
saqvelmoqmedo RonisZiebebis marketingi. sawarmoebi, romel-
Tac surT gaafarTovon TavianTi cnobadobis areali, Seiqmnan
da gaiumjobeson imiji, cdiloben TavianTi saxeli da pro-
duqti daukavSiron sportul, kulturul da saqvelmoqmedo
14
RonisZiebebs. amiT isini ufro cnobadi da misaRebi xdebian
mTeli sazogadoebisTvis. dRes msoflioSi sportuli Ronis-
Ziebebidan yvelaze popularulia zamTrisa da zafxulis
olimpiuri TamaSebi. amitomaa qveynebs Soris konkurencia
olimpiuri TamaSebis gamarTvis adgilis SerCevisas.
organizaciuli marketingis daniSnulebaa gavlenis mox-
dena adamianebze ise, rom maT gaiTavison organizaciis mizne-
bi da isargeblon misi momsaxurebiT, an raime formiT mona-
wileoba miiRon organizaciis saqmianobaSi.
dReisTvis marketingis Teoria marketings ganixilavs
rogorc mmarTvelobiT koncefcias, romlis mizani sawarmoe-
bis saqmianobis efeqtianad warmarTvaa.
marketingi, rogorc Teoria da praqtikuli saqmiano-
ba, sistematurad, bazris ganviTarebis paralelurad, viTar-
deba. XXI saukuneSi bazarze momxdarma cvlilebebma, buneb-
rivad, moiTxova marketingis meTodebisa da xerxebis srul-
yofa, axali marketinguli midgomebis SemuSaveba. mowinave sa-
warmoebma aqtiurad daiwyes muSaoba klientebis moTxovnile-
bebis gamovlenasa da dakmayofilebaze, maTTan urTierTobis
teqnologiis Seswavlaze, masobrivi informaciis saSualebe-
bis miznobrivad gamoyenebaze, axali teqnologiebis (gayidvis
procesis avtomatizacia, interneti, Sinagani sainformacio
qselebi...) danergvaze. sawarmoTa saqmianobaSi axali marke-
tinguli midgoma dakavSirebulia eleqtronuli komerciis
ganviTarebasTan, momxmarebelTa gemovnebis cvlilebaze yu-
radRebis gamaxvilebis aucileblobasTan, konkurenciuli
brZolis gamwvavebis gamo sacalo-savaWro sawarmoebis mier
gasarTobi RonisZiebebis iZulebiT mowyobasTan, momxmarebel-
Ta mudmivi bazrebis Seqmnisken miswrafebasTan da a.S.
miuxedavad marketingis Teoriasa da praqtikaSi mom-
xdari cvlilebebisa, mis ZiriTad amocanad rCeba sazogadoe-
15
bis wevrebis saWiroebebis Seqmna da dakmayofileba sawarmoe-
bisTvis xelsayrel pirobebSi.
16
Tavi 1. marketingis arsi da
ganviTarebis koncefciebi
I Tavis swavlebis miznebi
mocemuli Tavis SeswavliT Tqven unda SeZloT:

1) marketingis arsSi garkveva da misi rolis gac-
nobiereba biznesSi;
2) marketingis koncefciebis ganmarteba da maTi ga-
moyenebis specifikis daxasiaTeba;
3) marketingis funqciebis sworad Camoyalibeba;
4) marketinguli saqmianobis saerTo niSnebis gamo-
yofa sxvadasxva tipis sawarmoebSi;
5) marketingis ZiriTadi saxeebis daxasiaTeba da
integrirebuli midgomis gamoyenebis aucileb-
lobis gacnobiereba marketinguli saqmianobis
dros;
6) marketinguli midgomis TaviseburebebSi garkveva
samomxmareblo da sawarmoo daniSnulebis pro-
duqtebis bazrebze araefeqtiani RonisZiebebis
gatarebisgan Tavis dasazRvevad;
7) marketingis sistemebis daxasiaTeba.
1.1. marketingis arsi da masTan dakavSirebuli ZiriTa-

di cnebebi
bazarze sawarmoTa arsebobis gaxangrZlivebis ZiriTa-

di pirobaa saqmianobis marketinguli midgomiT warmarTva,
rac, upirveles yovlisa, sakuTari biznesis momxmarebelTa
TvaliT danaxvas niSnavs.
17
marketingis arsis Sesaxeb Tanamedrove ekonomikur
literaturaSi erTiani mosazreba ar arsebobs. magram marke-
tingis ganmartebebis umetesobaSi ZiriTad principad momxma-
rebelze orientaciaa aRiarebuli.
amerikeli specialisti filip kotleri marketings
ganmartavs ase:
marketingi aris adamianis saqmianobis saxe, romelic
mimarTulia gacvlis gziT momxmarebelTa saWiroebe-
bisa da moTxovnilebebis dakmayofilebisken.
rogorc ukve aRiniSna, marketings xSirad aigiveben
gasaRebasTan, agreTve, reklamasTan. es bunebrivia, radgan
adamianebs yoveldRiur cxovrebaSi uSualo kavSiri swored
gasaRebis procesTan da reklamasTan aqvT. saqonlis gayidvis
mizniT sazogadoebas sTavazoben informacias sxvadasxva sa-
reklamo saSualebebiT. sinamdvileSi gasaReba da reklama
mxolod nawilia marketingis kompleqsisa, romelic bazarze
zemoqmedebis da sasurveli reaqciis miRebisTvis gankuTvnili
saSualebebis nakrebia. SeiZleba iTqvas, rom gasaReba zogjer
arsebiT rolsac ki ar asrulebs biznesSi. cxadia, Tu saqo-
neli Seiqmna momxmarebelTa moTxovnilebebis Sesabamisad da
sarealizaciod gaitanes maTTvis misaReb adgilze da fasad,
misi realizacia gaadvildeba.
marketingis arsSi gasarkvevad saWiroa Semdegi cne-
bebis Seswavla: saWiroeba, moTxovnileba, moTxovna, saqone-
li, gacvla, garigeba, urTierTobebi, bazari. isini unda gan-
vixiloT marketinguli jaWvis logikur kavSirSi myof rgo-
lebad, romelTa arsebobamac moiTxova marketingis Seqmna.
saWiroeba marketingis amosavali ideaa. saWiroeba-
Si igulisxmeba adamianis mier raimes naklebobis
gancdili grZnoba.
saWiroebebi mravalricxovani da mravalferovania. ga-
nasxvaveben saWmlis, tansacmlis, gaTbobis da sxva saxis sa-
18
Wiroebebs. saWiroebebi gamomdinareobs adamianis bunebidan da
Tu isini ar dakmayofilda, adamianebi SeiZleba daiRupon an
Tavi igrZnon ubedurad.
saWiroeba, romelic specifikur formas iRebs indivi-
dis kulturuli donis da pirovnebis xasiaTis mi-
xedviT, aris moTxovnileba.
maSasadame, moTxovnilebaSi igulisxmeba is konkretu-
li obieqti, romelic daakmayofilebs ama Tu im saWiroe-
bas. moTxovnilebis dakmayofilebis obieqtebis xasiaTi See-
sabameba ama Tu im sazogadoebis wevrTa kulturul dones.
cxadia, dedamiwis sxvadasxva wertilSi mcxovrebi adamiane-
bis moTxovnilebebi sakvebze, ZiriTadad, sxvadasxva pro-
duqtiT kmayofildeba. aSS – Si mSieri adamiani albaT ham-
burgersa da kokaze – kolaze ifiqrebs, saqarTveloSi xa-
Wapursa da firma “yazbegis” limonaTze, cimbirSi Zexvsa da
Wiqa arayze. moTxovnilebebis dakmayofilebis obieqtebi
konkretuli qveynis kuTxeebis mixedviTac ki gansxvavebu-
lia.
moTxovnilebebi izrdeba sazogadoebis ganviTarebis
Sesabamisad. xorcieldeba Tvisobrivi cvlilebebic, rac ga-
moixateba ufro inteleqtualuri xasiaTis moTxovnilebe-
bis wilis gazrdaSi.
moTxovnilebebSi SeiZleba gamoiyos fiziologiuri,
socialuri da individualuri moTxovnilebebi. fiziolo-
giuri moTxovnilebebi pirveladi moTxovnilebebia. mxolod
maTi dakmayofilebis Semdeg fiqroben adamianebi, umetes
SemTxvevaSi, sxva saxis moTxovnilebebis dakmayofilebaze,
radgan adamianis fiziologiur arsebobas swored fizio-
logiuri moTxovnilebebis dakmayofileba ganapirobebs. mar-
ketologebma didi yuradReba unda dauTmon individualuri
moTxovnilebebis Seswavlas. individualur moTxovnilebebs
gansazRvravs pirovnebis xasiaTi. zogierTi adamianisTvis
19
mTavari simdidris dagrovebaa, sxva upiratesobas aniWebs
usafrTxoebas, bevrisTvis ufro mniSvnelovani adamianuri
urTierTobebia. yovelive aRniSnuli gavlenas axdens biz-
nesze.
moTxovnilebis fuliT uzrunvelyofili nawilia
moTxovna.
swored moTxovna udevs uSualod safuZvlad baz-
ris ganviTarebas. adamianebi iZulebulni arian esa Tu is sa-
qoneli airCion ara moTxovnilebis, aramed myidvelobiTi
unaris mixedviT. amasTan, nebismieri adamiani Tu sawarmo
cdilobs Tavisi finansuri SesaZleblobis farglebSi maqsi-
malurad daikmayofilos Tavisi moTxovnileba.
moTxovnis prognozirebis bazaze SesaZlebelia
calkeul qveyanaSi warmoebis ganviTarebis masStabebis dadge-
na. ase xdeboda yofil sabWoTa kavSirSi da socialisturi
sistemis qveynebSi. magram sabazro ekonomikis pirobebSi war-
moebis moculobis gansazRvra mxolod mocemuli qveynis mo-
saxleobis moTxovnis maCveneblebze dayrdnobiT sasurvel Se-
degs ar moitans. jer erTi, SeiZleba mocemuli konkretuli
saqoneli Semoitanon sxva qveynidan. meore, adamianebs swyin-
debaT jer kidev fizikurad gaucveTavi nivTebi, moZvelebuli
ideebi. xSirad isini fasis gamo mocemuli saqonlis msgavs
saqonels aniWeben upiratesobas.
moTxovna kmayofildeba saqonliT an momsaxurebiT.
isini, Tavis mxriv, erTiandeba marketingul SeTavazebaSi mom-
xmareblisTvis miwodebul informaciasTan erTad.
marketingul SeTavazebaSi igulisxmeba saqonlis,
momsaxurebis da maT Sesaxeb informaciis SeTava-
zeba bazrisTvis momxmarebelTa moTxovnilebebis
dakmayofilbis mizniT.
maSasadame, marketinguli SeTavazeba moicavs ro-
gorc fizikuri saxiT arsebul, ise aramaterialur saqo-
20
nels. farTo gagebiT marketingul SeTavazebaSi Sedis, ag-
reTve, idea, informacia, organizacia, gayidvis adgili, adami-
anis fizikuri da gonebrivi SesaZleblobebi.
rogorc wesi, saqonlis gayidvis procesSi gamyid-
veli momxmarebels misi problemis gadawyvetas sTavazobs,
Tumca zogjer es arc myidvels aqvs gacnobierebuli da arc
gamyidvels. roca qalbatoni nino saxisTvis yidulobs nel-
sacxebels, is fiqrobs im Sedegze, rasac es nelsacxebeli
moutans. nebismierma mwarmoebelma maRal doneze unda gaac-
nobieros is faqti, rom momxmarebels sWirdeba ara ubra-
lod saqoneli aramed is saqoneli, romelic daakmayofilebs
mis konkretul moTxovnilebebs. Tumca praqtikaSi aris Sem-
Txvevebi, roca gamyidvelebi ise yidian saqonels, rom ar
fiqroben im moTxovnilebebze, romelic am saqonliT unda
dakmayofildes. am movlenas amerikeli mecnierebi “marketin-
gul sibeces” uwodeben. maSasadame, mwarmoeblebma unda ifiq-
ron ara mxolod arsebul moTxovnilebebze, aramed maT gan-
mapirobebel saWiroebebzec. amiT SesaZlebeli gaxdeba saqon-
lis srulyofa momxmarebelTa interesebis Sesabamisad, rac
efeqtianad muSaobis safuZvelTa safuZvelia.
bazarze gasayidad gamotanili saqoneli momxmare-
belTa moTxovnilebebs SeiZleba akmayofilebdes yovelmxriv,
nawilobriv an kidev saerTod miuRebeli iyos maTTvis. sa-
warmoebi cdiloben, rom maT mier warmoebulma produqtma
momxmarebeli, rac SeiZleba srulad, daakmayofilos. buneb-
rivia, rac ufro metad Seesabameba produqti momxmarebelTa
moTxovnilebebs, miT metia misi realizaciis moculobis
gazrdisa da mogebis miRebis SesaZleblobebi.
adamianma misTvis saWiro produqtze moTxovnile-
ba SeiZleba TviTon daikmayofilos, sxvebisgan damoukideb-
lad. am SemTxvevaSi is TviTon qmnis produqts. SeiZleba
adamianma misTvis saWiro produqti sxvas waarTvas, an maT-
21
xovrobiT moipovos. normalur sazogadoebaSi adamianebi maT-
Tvis saWiro produqtebs gacvlis gziT iReben, rasac safuZ-
vlad, ZiriTadad, sakuTari SromiT an memkvidreobiT miRebu-
li Semosavali udevs.
gacvla aqtia, romelic subieqts SesaZleblobas
aZlevs miiRos misTvis saWiro obieqti samagie-
ros SeTavazebis gziT.
gacvla marketingis ZiriTadi cnebaa. misi gan-
xorcielebisTvis aucilebelia minimum ori mxaris arseboba.
amasTan, TiToeuli mxare aucileblad unda flobdes raime
faseulobas meore mxarisTvis SesaTavazeblad. yovel mxares
unda SeeZlos Tavisi saqonlis momxmareblamde mitana. gac-
vlaSi monawile mxareebi damoukideblad unda iRebdnen ga-
dawyvetilebas gacvlis da meore mxaresTan kavSiris damyare-
bis mizanSewonilebaze.
bunebrivia, saTanado pirobebis arsebobis SemTxvevaSic
ki gacvla SeiZleba ar ganxorcieldes, Tu masSi monawile
mxareebi ver SeTanxmdebian. mxareebi mxolod maSin SeTanxmde-
bian, Tu isini gacvlis aqts maTTvis momgebianad, ukidures
SemTxvevaSi ki misaRebad, CaTvlian. amitom Tvlian, rom gac-
vlaSi wagebuli mxare ar arsebobs.
garigeba ewodeba or mxares Soris komerciuli xa-
siaTis gacvlas.
garigeba orgvaria: fuladi da barteruli. fuladi
garigebis dros saqoneli fulze icvleba. magaliTad, zura-
bi maRaziaSi 600 laris sanacvlod iRebs magnitofons. bar-
teruli garigebis dros saqoneli icvleba saqonelze. maga-
liTad, zurabi da goCa erTmaneTs ucvlian magnitofons da
televizors. fizikuri saxiT arsebuli saqonlis garda bar-
teruli garigebis dros SeiZleba momsaxurebis erTi saxe
gaicvalos meore saxeze. zurabma SeiZleba manqaniT tvirTi
gadauzidos giorgis televizoris SekeTebis sanacvlod.
22
gacvla da garigeba gansxvavdeba obieqtis ubralod
gadacemisgan. obieqtis ubralod gadacema xdeba saCuqris,
subsidiebis saxiT ise, rom mocemuli mxare sanacvlod ar
iRebs raime obieqts. Tumca, isic unda aRiniSnos, rom obieq-
tis ubralo gadacemis drosac ki mxareebi, xSirad, samagie-
ros miRebaze fiqroben. ubralod gadacemuli obieqtis sama-
gieros rolSi SeiZleba gamovides meore mxaris keTilgan-
wyoba, misi davaldebuleba, an kidev Cadenili danaSaulis
grZnobisgan gaTavisufleba. xSirad obieqtis ubralod gada-
cemis mizani mxolod meore mxaris gaxarebaa. saqvelmoqmedo
aqciac xSirad sazogadoebis TvalSi imijis Sesaqmnelad
tardeba, rac aCqarebs saqonlis gayidvis process.
farTo gagebiT, garigebis mizani gadacemul obieqtze
an SeTavazebul ideaze sapasuxo reaqciis miRebaa. cxadia,
myidveli mxaris reaqcia yovelTvis ar gulisxmobs saqonlis
an momsaxurebis yidvas an gacvlas. politikosisTvis, maga-
liTad, arCevnebis dros misi qmedebis sapasuxo reaqcia amom-
rCevelTa xmebis miRebaa, sxvadasxva religiebisTvis adamiane-
bis mier maTi gaziareba da a. S.
marketings uwodeben mxareebis mier erTmaneTisTvis
SeTavazebul saqonelze, momsaxurebaze, ideaze sapasuxo re-
aqciis misaRebad ganxorcielebuli qmedebebis erTobliobas.
sawarmoebSi uSualod marketingiT dakavebuli muSake-
bi dainteresebuli arian momxmareblebTan, SuamavlebTan, mim-
wodeblebTan grZelvadiani urTierTobebis damyarebiT. am
process gamoxataven cnebiT “urTierTobebis marketingi”.
urTierTobebis marketingi grZelvadian perspeqtivazea gaT-
vlili da miznad isaxavs momxmareblebisTvis samomxmareblo
faseulobebis miwodebas xangrZlivi perioidisTvis. amis miR-
weva SesaZlebelia sawarmosa da misi saqonlis mimarT er-
Tgulebis grZnobis ganviTarebiT da xarisxiani saqonlis mi-
wodebiT. mniSvnelovania materialuri da moraluri stimu-
23
lebis gamoyenebac. amasTan, faqtia, rom sawarmoebi ar arian
dainteresebuli nebismier momxmarebelTan xangrZlivi kavSi-
rebis damyarebiT. marketologebis valia gansazRvron, Tu
romeli kategoriis momxmareblis momsaxureba Sedis sawar-
mos interesebSi konkurentebze ukeTesad. cxadia, marketo-
logebi airCeven sasurvel momxmareblebs da ecdebian gaTavi-
suflebas arasasurveli momxmareblebisgan.
gacvla da garigeba xorcieldeba bazarze.
bazari saqonlis arsebuli da potenciuri myidvele-
bis erTobliobaa.
bazari myidvelis da gamyidvelis, momxmareblis da
mwarmoeblis, vaWrobis da warmoebis damakavSirebeli meqaniz-
mia.
marketingis specialistebi gamyidvelebs Tvlian war-
moebis warmomadgenlebad, xolo myidvelebs bazris warmomad-
genlebad. bazris tevadoba, e.i. bazarze gayiduli saqonlis
raodenoba, damokidebulia myidvelTa raodenobasa da miwode-
buli saqonlis moculobaze. saqonlis bazrebi sxvadasxva sa-
xisaa. maT qmnian am saqonlis mflobelebi, potenciuri myid-
velebi da mwarmoeblebi.
bazari rTuli sistemaa. sasaqonlo bazrebis garda
arsebobs Sromis bazari da fasiani qaRaldebis bazari. Sro-
mis bazarze gacvlis obieqti aris samuSao Zala, romelsac
erTi mxare sTavazobs meore mxares xelfasis an saqonlis
sanacvlod. fasiani qaRaldebis bazarze, romelic safondo
birJis saxiT funqcionirebs, yidva – gayidvis obieqti obli-
gacia, aqcia, Tamasuqi da sxva fasiani qaRaldebia. gamoyofen,
agreTve, momxmareblebis, saxelmwifo dawesebulebebis da sa-
erTaSoriso bazrebs.
vinaidan marketingi im RonisZiebebis erTobliobaa,
romelic xorcieldeba gacvlis gziT moTxovnilebebis dasak-
mayofileblad, gacvla ki xorcieldeba bazarze, is ase Tu
24
ise bazars ukavSirdeba. ESemTxveviTi ar aris, rom sityva
marketingi momdinareobs sityvidan market (bazari), ramdena-
dac bazari ganapirobebs gacvlis process myidvelsa da gam-
yidvels Soris.
gacvlis procesi moiTxovs did Zalisxmevas bazris
subieqtebis mxridan. saqonlis gasayidad saWiroa momxmare-
belTa moTxovnis Sesabamisi saqonlis warmoeba, rac, Tavis
mxriv, ganapirobebs saWiroebebis gamovlenas, maT saTanadod
damuSavebas, saqonlis Seqmnis procesis dagegmvas, fasebis
dawesebas, saqonlis gadaadgilebas da a.S. momxmarebelmac aq-
tiurad unda imuSaos, rom gaxdes gacvlis procesis monawi-
le. muSaobis sanacvlod miRebul finansur resursebs an sa-
qonels momxmarebeli gamoiyenebs misTvis saWiro saqonelze
gasacvlelad. amis Sesabamisad praqtikaSi ganasxvaveben myid-
velTa da gamyidvelTa bazrebs. gamyidvelTa bazarze meti Za-
laufleba aqvT gamyidvelebs. am bazarze myidvelebis rolSi
gamodian isini, romlebic metad cdiloben iyidon saqoneli.
myidvelTa bazarze meti Zalaufleba myidvelebs aqvT. gamyid-
velebi iqnebian isini, romlebic metad iaqtiureben saqonlis
gayidvis procesSi.
1. 2. marketingis koncefciebi
marketingis koncefciaSi igulisxmeba SexedulebaTa

sistema, romlis Sesabamisadac sawarmoebma TavianTi saqmiano-
ba unda warmarTon bazris moTxovnebis mixedviT. marketingis
koncefciis warmoSoba dakavSirebulia saqonlis gasaRebis
problemasTan, ramac moiTxova bazris detaluri gamokvleva
da mewarmeTa saqmianobis bazris moTxovnebze daqvemdebarebis
aucilebloba.
25
marketingis koncefcia emyareba xuT midgomas. isini
ganixileba damoukidebel koncefciebad, romelTaganac marke-
tinguli saqmianobis warmarTvis safuZvlad sawarmos SeuZ-
lia airCios erT_erTi. amasTan, es ar niSnavs danarCeni kon-
cefciebis absolutur ugulebelyofas. marketingis koncef-
ciebis Camoyalibeba da ganviTareba dakavSirebulia marketin-
gis ganviTarebis etapebTan.
marketingis koncefciebia:
1) warmoebis srulyofis koncefcia, anu warmoebaze
orientacia;
2) saqonlis srulyofis koncefcia, anu produqtze
orientacia;
3) komerciuli Zalisxmevis intensifikaciis koncef-
cia, anu orientacia gayidvaze;
4) uSualod marketingis koncefcia, anu uSualod
bazarze orientacia;
5) socialur_eTikuri marketingis koncefcia, anu
socialur_sapasuxismgeblo marketingis koncef-
cia.
warmoebis srulyofis koncefciis Sesabamisad momxma-
rebeli upiratesobas aniWebs advilad xelmisawvdom da iaf
saqonels. amitom am koncefciis mimdevarTa mTavari amocanaa
warmoebis gafarToeba_srulyofa da gasaRebis sistemis efeq-
tianobis amaRleba. warmoebis srulyofis koncefcia gamoiye-
neba or SemTxvevaSi. pirveli_ moTxovna saqonelze aRemateba
miwodebas. meore_Zalian maRalia saqonlis TviTRirebuleba
da Sesabamisad fasebic. pirvel SemTxvevaSi, imis gamo, rom
momxmarebeli dainteresebulia saqonlis yidviT da nakleb
yuradRebas uTmobs mis samomxmareblo Tvisebebs, mwarmoebe-
li yovelmxriv cdilobs warmoebis gafarToebas. meore Sem-
TxvevaSi warmoebis gafarToebas xels uSlis saqonelze ma-
Rali fasebi. amitom mwarmoeblebi mTeli ZalisxmeviT cdi-
26
loben warmoebis efeqtianobis amaRlebis gziT produqciis
TviTRirebulebis da am safuZvelze fasebis Semcirebas. war-
moebis srulyofis koncefciis warmoSoba dakavSirebulia
amerikis ekonomikis ganviTarebis im etapTan, roca moTxovna
saqonelze aRemateboda miwodebas da saqoneli Tavisuflad
iyideboda umniSvnelo marketinguli zemoqmedebiT.
saqonlis srulyofis koncefciiT warmarTavs Tavis
saqmianobas ganviTarebuli qveynebis kompaniaTa mniSvnelovani
nawili. saqonlis srulyofis koncefciis mixedviT mom-
xmareblebi amjobineben im saqonels, romelsac ukeTesi sa-
momxmareblo Tvisebebi aqvs. amitom am koncefciis mimdevrebi
mudmivad zrunaven saqonlis srulyofaze. saqonlis srulyo-
fas safuZvlad momxmarebelTa moTxovnilebebi udevs, Tumca
zogjer axali saqonlis Seqmna da warmoeba momxmarebelTa
Sexedulebebis gareSec xorcieldeba. es maSin xdeba, roca
sawarmoTa xelmZRvanelebi “ Seyvarebulni” arian TavianT sa-
qonelze da miaCniaT, rom kargad erkvevian momxmarebelTa sa-
Wiroebebsa da moTxovnilebebSi.
komerciuli Zalisxmevis intensifikaciis koncefciis
momxreTa TvalsazrisiT, momxmarebeli Tavisi nebiT ar iyi-
dis misTvis saWiro yvela saqonels, amitom aucilebelia aq-
tiuri zemoqmedeba momxmareblis fsiqologiaze, saqonlis in-
tensiuri miwodeba bazarze. am koncefcias gansakuTrebiT di-
di gamoyeneba aqvs pasiuri moTxovnis saqonlis realizaciis
procesSi. imis gamo, rom am saqonlis SeZenaze momxmarebeli
ar fiqrobs, an iSviaTad fiqrobs, mewarmeni iZulebulni ari-
an meti Zalisxmeva gamoiCinon potenciuri myidvelebis gamo-
savlenad da saqonlis miyidvis mizniT maTze zemoqmedebis
mosaxdenad. es koncefcia farTod gamoiyeneba arakomerciuli
saqmianobis sferoebSic, magaliTad, arCevnebis dros, roca
pirovneba ZalRones ar iSurebs, rom amomrCevlebma airCion.
komerciuli Zalisxmevis intensifikaciis koncefciis gamoye-
27
neba gansxvavebulad xdeba axal da pasiuri moTxovnis saqo-
nelze. axali saqonlis realizaciis dros upiratesoba eni-
Weba momxmarebelze fsiqologiur zemoqmedebas, rac, ZiriTa-
dad sareklamo saSualebebis gamoyenebiT xorcieldeba. rac
Seexeba pasiuri moTxovnis saqonels, misi realizaciis dros
sawarmoTa xelmZRvanelebis mTeli Zalisxmeva xmardeba mom-
xmarebelTa potenciuri jgufebis dadgenas da maTTvis saWi-
ro saqonlis miwodebas. uSualod marketingis koncefciis
mixedviT sawarmoTa miznebis miRwevis sawindaria miznobrivi
bazrebis moTxovnilebebis gansazRvra da dakmayofileba kon-
kurentebTan SedarebiT ufro efeqtiani meTodebiTa da xer-
xebiT.
uSualod marketingis koncefciis arss amerikelebi
xSirad xatovnadac ganmartaven. aseT ganmartebebs Soris ga-
mokveTilia Semdegi: “awarmoe is, rac SegiZlia gayido, imis
nacvlad, rom ecado gayido is, rac SegiZlia awarmoo”, “giy-
vardeT klienti da ara saqoneli”, “klienti yovelTvis mar-
Talia”, “gamoZebne momxmareblebi da daakmayofile isini”.
marketingis koncefcia gamoiyeneba maSin, roca miwo-
deba sakmaod aRemateba moTxovnas. bazris saqonliT datvir-
Tvis pirobebSi saqonlis gayidvisTvis aucilebeli xdeba
bazris yovelmxriv Seswavla da momxmarebelTa moTxovnile-
bebis srulad gaTvaliswineba saqonlis warmoebisa da gasa-
Rebis procesSi.
komerciuli Zalisxmevis intensifikaciis da uSualod
marketingis koncefciebs xSirad erTmaneTSi ureven. es aras-
woria. komerciuli Zalisxmevis intensifikaciis koncefciis
yuradRebis centrSi moqceulia saqoneli, romlis gasasaReb-
ladac saWiro xdeba Zal-Ronis daZabva da stimulirebis Ro-
nisZiebebis gaaqtiureba. uSualod marketingis koncefciis
yuradRebis centrSi imyofeba miznobrivi momxmarebeli Tavi-
28
si moTxovnilebebiT, romelTa dakmayofilebasac unda dauq-
vemdebaros sawarmom Tavisi saqmianoba.
uSualod marketingis koncefcia asaxavs sawarmos er-
Tgulebas momxmareblis suverenitetis Teoriis mimarT. sa-
warmoebi awarmoeben im saqonels, romelic aucilebelia mom-
xmareblisTvis da iReben mogebas maTi moTxovnilebebis maqsi-
maluri dakmayofilebis xarjze. uSualod marketingis kon-
cefcias praqtikul saqmianobaSi iyenebs bevri cnobili kom-
pania, magaliTad, McDonald’s, Procter&Gambl da a.S. es kon-
cefcia ufro xSirad gamoiyeneba samomxmareblo saqonlis
mwarmoebeli da gamsaRebeli sawarmoebis mier. xSiria Sem-
Txvevebi, roca sawarmoebi sityviT aRiareben uSualod mar-
ketingis koncefcias, faqtobrivad ki ar iyeneben mas da Se-
moifarglebian mxolod marketingis calkeuli elementis ga-
moyenebiT.
socialur_eTikuri marketingis koncefcia bolodro-
indeli mimarTulebaa marketingis ganviTarebaSi. igi emyareba
mewarmeobis axal filosofias, romlis mixedviTac saWiroa
myidvelTa mxolod gonivruli, jansaRi moTxovnilebebis
dakmayofileba. am koncefciis Sesabamisad sawarmoTa ZiriTa-
di amocanaa miznobrivi momxmareblis moTxovnilebebisa da
interesebis dadgena da dakmayofileba konkurentebTan Seda-
rebiT ufro efeqtiani xerxebiT momxmareblebis da saerTod
mTeli sazogadoebis keTildReobis SenarCunebisa da gaumjo-
besebis pirobebSi.
socialur_eTikuri marketingis koncefciis warmoSoba
ganapiroba garemos dacvis aucileblobam, resursebis defi-
citma, siRaribem da zogierTma sxva faqtorma. am koncefcias
f.kotlerma socialur_sapasuxismgeblo marketingis koncef-
ciac uwoda. specialistTa erTi nawilis azriT, is humani-
taruli marketingia.
29
socialur_eTikuri marketingis koncefciam erTmaneTs
daukavSira sawarmos, momxmareblebis da mTeli sazogadoebis
interesebi. bevri sawarmo rogorc sazRvargareT, ise saqar-
TveloSi Tavis saqmianobas am koncefciis moTxovnebs ar uq-
vemdebarebs. amis Sedegia ekologiuri problemebi, adamianis
janmrTelobisTvis saSiSi kvebis produqtebis warmoeba, bu-
nebrivi resursebis gaCanageba (xe_tyis gaCexva, miwebis gamo-
fitva, haeris dabinZureba).
SeiZleba iTqvas, rom marketingis koncefciebi asaxavs
marketingis ganviTarebis istorias. magram es ar niSnavs imas,
rom marketingis ganviTarebis romeliRac etapze esa Tu is
koncefcia mTlianad iyo gabatonebuli, danarCeni koncefcie-
bi ki saerTod ar moqmedebda. Tumca, qveynis ekonomikis gan-
viTarebis romeliRac etapze win wamoiwevs xolme marketin-
gis koncefciebidan romelime, sxvebs ki SedarebiT naklebi
mniSvneloba eniWebaT.
1.3. marketingis funqciebi
amerikeli specialistebis l. bunisa da d. kurtcis az-

riT marketingi rva funqcias asrulebs. maT miekuTvneba:
1) yidva;
2) gayidva;
3) transportireba;
4) Senaxva;
5) standartizacia da klasifikacia;
6) dafinanseba;
7) gariskva;
8) marketinguli informaciis mopoveba.
marketingis CamoTvlil funqciebs biznesSi sxvadasxva
Semsrulebeli hyavs. zogierT maTgans asrulebs mwarmoebeli,
zogs sacalo vaWroba, zogsac sabiTumo vaWroba.
30
yidva da gayidva gacvlis funqciebia. yidvis funqciis
arsSi garkveva marketologisTvis metad mniSvnelovania. man
unda gaarkvios, Tu ratom yiduloben momxmareblebi ama Tu
im saqonels da momsaxurebas, ra gansazRvravs maT myidvelo-
biT qcevas. gayidvis funqcia moicavs reklamirebas, persona-
lur gayidvas da gayidvis stimulirebas, romelTa mizanic
produqtis momxmareblebis moTxovnilebebTan SesabamisobaSi
moyvanaa.
transportirebis funqciis SesrulebiT xorcieldeba
saqonlis fizikuri gadaadgileba momxmareblebisken.
Senaxvis funqciis mizania saqonlis fizikuri Tvisebe-
bis SenarCuneba gayidvis aqtis ganxorcielebamde. Senaxvis
funqcias mwarmoeblebi, sacalo da sabiTumo vaWroba asru-
leben.
standartizaciis da klasifikaciis, dafinansebis, ga-
riskvis da marketinguli informaciis mopovebis funqciebs
dasavleTis qveynebSi xSirad mxardaWeris funqciebs uwode-
ben, vinaidan maTi SesrulebiT marketingis specialists Se-
saZlebloba eZleva Seasrulos yidvis, gayidvis, transporti-
rebis da Senaxvis funqciebi.
standartizacia da klasifikacia iZleva imis garantias,
rom SeTavazebuli produqtebi TavianTi maxasiaTeblebiT da-
akmayofilebs momxmarebelTa moTxovnebs.
dafinansebis funqciis Sesrulebas specialistebi ukav-
Sireben myidvelebis mier saqonlis maragis Seqmnas. mwarmoeb-
lebi afinanseben biTumad movaWreebs, biTumad movaWreebi ki,
Tavis mxriv, sacalod movaWreebs. sacalod movaWreebic xSi-
rad momxmareblebze saqonels kreditiT yidian.
gariskvis funqcias garkveuli zomiT asruleben mwar-
moeblebic, biTumad da sacalod movaWreebic. saqonlis war-
moeba, cxadia, garkveuli riskis pirobebSi xorcieldeba im
imediT, rom saqoneli gaiyideba. sabiTumo da sacalo
31
savaWro sawarmoebSi saqonlis Setana xdeba im imediT, rom
momxmareblebi mas iyidian.
marketinguli gadawyvetilebebis miReba SesaZlebelia
mxolod gansazRvrul informaciaze dayrdnobiT, rac, Tavis
mxriv, ganapirobebs marketinguli informaciis mopovebis
funqciis arsebobas.
1.4. marketingis principebi
Mmarketingis Teoriasa da praqtikaSi gamoiyeneba cneba

“marketingis principebi”. dReisTvis am cnebis saTanadod Ca-
moyalibebuli da sayovelTaod aRiarebuli mecnieruli gan-
sazRvreba ar arsebobs.
Mmarketingis principebSi igulisxmeba is saerTo niSan-
Tvisebebi, romlebic axasiaTebs marketingul saqmianobas
sxvadasxva sawarmoSi.
sxvadasxva dargisa da sawarmos saqmianobis ZiriTadi
principia orientacia konkretuli momxmareblis moT-
xovnaze.
Mmarketingis principebs unda mivakuTvnoT agreTve:
1) mTeli saqmianobis mimarT sistemuri midgoma;
2) orientacia axali saqonlis da momsaxurebis axali
saxeebis Seqmnasa da gasaRebaze;
3) bazrebis diferencirebulad Seswavla;
4) mogebis miReba;
5) sawarmos imijis formireba da Semdgomi ganmtkiceba.
Mmarketingis CamoTvlili principebi mWidrodaa erTma-
neTTan dakavSirebuli, gamomdinareoben erTimeoresgan da av-
seben erTmaneTs.
marketingSi mTavaria miznobrivi orientacia da kom-
pleqsuroba. miznobrivi orientacia konkretuli momxmareb-
lis moTxovnaze uzrunvelyofs sawarmoTa efeqtianad muSao-
32
bas, vinaidan momxmarebelia maTi saqmianobis Semfasebeli da
gamsaRebeli. Aamitom gavrcelda gamoTqma “myidveli mefea”.
kompleqsurobaSi igulisxmeba mTeli saqmianobis mimarT sis-
temuri midgoma, e. i. marketingi sistemaa da ara sxvadasxva
saxis marketinguli RonisZiebebis meqanikuri nakrebi. praqti-
kam uCvena, rom cal-calke aRebuli, izolirebulad ganxor-
cielebuli marketinguli RonisZiebebi ar iZleva dadebiT
Sedegebs.
Kkonkurencia da momxmarebelTa gemovnebis ganuwyvete-
li cvlileba drosa da sivrceSi mwarmoeblebs produqciis
gaumjobesebisa da misi asortimentis ganaxlebisken ubiZgebs,
rac dakavSirebulia did riskTan, magram aris sawarmos arse-
bobis gaxangrZlivebis aucilebeli piroba.
Mmomxmarebelze orientacia da axali produqtis Seqmna
uSualod ukavSirdeba miznobrivi bazrebis gansazRvras da
maT Seswavlas diferencirebulad, e.i. Seiswavleba konkretu-
li saqonlis bazari, myidvelTa konkretuli jgufi.
Mmogebis miReba sawarmoTa muSaobis ZiriTadi principia.
is aris ara sawarmoebis TviTmizani, aramed maTi miznebis
miRwevis saSualeba.
Yyoveli adamiani, yoveli sawarmo iwyebs ra saqmianobas,
cdilobs Tavis Sesaxeb dadebiTi azris Camoyalibebas gare-
momcvel samyaroSi. sawarmoTa xelmZRvanelebis absolutur
umetesobas gacnobierebuli aqvs, rom sabazro ekonomikis pi-
robebSi efeqtianad muSaoba da arsebobis gaxangrZliveba
mxolod dadebiTi imijis safuZvelzea SesaZlebeli. sawarmo-
Ta imiji, upirveles yovlisa, saqonelzea damokidebuli.
Mmagram aranaklebi mniSvneloba eniWeba sxva faqtorebsac,
kerZod, xelmZRvaneli muSakebis kvalifikacias, momxmarebleb-
Tan urTierTobis damyarebis unars, TanamSromelTa Cacmulo-
bas, Senobis garegnul saxes, sawarmoSi Seqmnil atmosferos,
xelSekrulebebis Sesrulebis praqtikas da a. S. imijis Seq-
33
mna xangrZlivi procesia da Tanac dakavSirebulia did xar-
jebTan. Mmiuxedavad amisa, sawarmoTa absoluturi umeteso-
bis xelmZRvaneloba aqtiurad cdilobs imijis Seqmnas, gac-
nobierebuli aqvs ra, rom amis gareSe gaZneldeba saqonlis
realizacia da, Sesabamisad, efeqtianad muSaoba.
1.5. marketingis saxeebi
marketingis warmoSobis dRidan arsebobs misi ori sa-

xe:
1) saqonelze an momsaxurebaze orientirebuli marke-
tingi;
2) momxmarebelze orientirebuli marketingi.
saqonelze an momsaxurebaze orientirebul marketings
sawarmo gamoiyenebs maSin, roca misi mizania axali saqonlis
Seqmna an arsebulis gaumjobeseba. am SemTxvevaSi sawarmos
ZiriTadi amocanaa saqonlis Sesyidvisken momxmareblisTvis
biZgis micema.
momxmarebelze orientirebul marketings sawarmoebi mi-
marTaven maSin, roca miznad isaxaven bazridan momdinare
moTxovnilebebis dakmayofilebas. am dros marketingis mTava-
ri amocanaa potenciuri moTxovnilebebis Seswavla da saqmia-
nobis miRebuli Sedegebis mixedviT warmarTva.
saqonelsa da momsaxurebaze orientirebuli da momxma-
rebelze orientirebuli marketingis damoukideblad gamoye-
neba dakavSirebulia garkveul riskTan. mizanSewonilia sa-
warmoTa orientacia erTsa da imave dros produqtzec da
momxmarebelzec, rasac integrirebul marketings uwodeben.
mxolod integrirebuli marketingis pirobebSia SesaZlebeli
namdvili warmatebis miRweva. mwarmoeblebs, ZiriTadad, gac-
nobierebuli aqvT is WeSmariteba, rom maTTvis ar arsebobs
produqti, romelsac ara hyavs momxmarebeli da ar iarsebebs
34
momxmarebeli, Tu maT ara aqvT SesaZlebloba daakmayofilon
misi moTxovna.
produqtze da momxmarebelze orientacia erTmaneTisgan
damoukideblad dReisTvis iTvleba warsulis gadmonaSTad.
aseTi midgoma ekuTvnis im dros, roca produqcia iwarmoebo-
da masobrivi momxmareblisTvis da mis gasasaReblad sakmari-
si iyo umniSvnelo cvlileba da gaumjobeseba.
nebismier saqmeSi mTavari momxmarebelia Tavisi intere-
sebiT. Tu sawarmom Tavisi saqmianoba ar dauqvemdebara mom-
xmareblis moTxovnilebebs, is aucileblad dazaraldeba da
SeiZleba gakotrdes kidec. specialistebi biznesmenTaTvis
Wkuis saswavleblad miiCneven msoflioSi cnobili amerikuli
kompania “Motorola”-s magaliTs.
Motorola daarsda 1928 wels. mis saxelTan aris da-
kavSirebuli avtomobilebisTvis pirveli radiomimRebis ga-
moSveba. misi saxelwodebac swored aqedan modis “xma moZra-
obaSi”.
gasuli saukunis 80-iani wlebisTvis Motorola-m daiwyo
xarisxis amaRlebis agresiuli kampania. man daisaxa gaugona-
ri mizani-nakeTobaTa 99,99997% gamoeSva udefeqtod. xa-
risxisadmi aseTi damokidebulebiT kompaniam miaRwia did
warmatebebs. 1994 wlisTvis is batonobda mimReb-gadamcemi
radiosadgurebis bazarze. mas ekuTvnoda radiotelefonebis
bazris 35 da peijerebis bazris 85%. 1993-1995 wlebSi
kompaniis Semosavlebi gaizarda, saSualod, 27%-iT, mogeba
ki-53%-iT. magram 1995 wlidan mdgomareoba Seicvala. 2 we-
liwadSi gayidvis moculoba Semcirda 5%-iT, mogeba 33%-iT,
gaizarda momxmarebelTa saCivrebis raodenobac. amis mizezi
iyo is, rom kompaniam momxmarebelTa moTxovnilebebze win
daayena axali teqnologiebis Seqmna, xarisxis gaumjobeseba
da a.S, rac, xelmZRvanelTa azriT, kompaniisTvis ufro mom-
gebiani iyo. mxolod saqonelze orientaciam M Motorola Za-
35
lian daazarala. bazarze adrindeli poziciebis dasabruneb-
lad kompania daubrunda erTaderT swor marketingul poli-
tikas_man win daayena momxmarebeli Tavisi moTxovnilebebiT,
radgan axali saqonlis Seqmnas da xarisxis gaumjobesebas
dadebiTi Sedegi moaqvs mxolod momxmarebelTa moTxovnile-
bebis gaTvaliswinebis SemTxvevaSi.
marketingis klasifikacia xorcieldeba sxva niSnebis
mixedviTac. maT Soris SeiZleba gamovyoT marketingis klasi-
fikacia ganviTarebis donis safuZvelze. am mxriv ganasxvave-
ben gamanawilebel, funqciur da mmarTvelobiT marketings.
gamanawilebeli marketingi farTo mniSvnelobiT savaW-
ro saqmianobas gulisxmobs, e.i, marketingi moicavs gasaRebiT
saqmianobas, gayidvas, transportirebas, reklamirebas da vaW-
robasTan dakavSirebul sxva procesebs.
funqciuri marketingi saqonlis warmoebasa da gayidvas-
Tan, bazris SeswavlasTan, gasaRebis stimulirebasTan, fase-
bis politikasTan dakavSirebuli, sawarmos mier
ganxorcielebuli organizaciul-teqnikuri da komerciuli
RonisZiebebis erTobliobaa.
saqonlis warmoebisa da gayidvis procesebis marTvis
sabazro koncefcia, romelic xorcieldeba bazris Sesaxeb
arsebuli informaciis safuZvelze miRebuli gadawyvetilebe-
biT, aris mmarTvelobiTi marketingi. misi gamoyeneba dakavSi-
rebulia bazris saqonliT gajerebasTan, moTxovnaze miwode-
bis gadametebasTan.
erTmaneTisgan ganasxvaveben mikro da makro marketings.
mikromarketingSi igulisxmeba sawarmoo da gasaRebiTi saqmi-
nobis marTvis sistema sawarmoSi, makromarketingSi ki sawar-
moo da gasaRebiTi saqmianobis marTva mTlianad qveynis an mi-
si romelime regionis doneze.
sawarmoebis mier qveynis SigniT ganxorcielebul marke-
tings uwodeben saSinao marketings. roca sawarmoTa saqmia-
36
noba erTi qveynis sazRvrebs gascdeba, is iZulebuili xdeba
Tavisi saqoneli da mis gasayidad gamoyenebuli RonisZiebebi
SesabamisobaSi moiyvanos sxva qveynis(an qveynebis) momxmare-
belTa moTxovnebTan, riTac marketingi iRebs saerTaSoriso
xasiaTs da asec uwodeben_saerTaSoriso marketingi.
1.6. marketingis tipebi
sazogadoebrivi warmoebis ori qvedanayofis Sesabamisad

gamoiyofa marketingis ori tipi:
1) samomxmareblo saqonlis marketingi;
2) sawarmoo daniSnulebis saqonlis (warmoebis saSua-
lebebis) marketingi.
calke gamoyofen momsaxurebis marketings.
istoriulad marketingi pirvelad gamoiyenes samomxma-
reblo saqonlis warmoebisa da gayidvis sferoebSi. samomxma-
reblo saqonlis marketingis ZiriTadi mizania uaxlesi teq-
nologiuri miRwevebis safuZvelze axali samomxmareblo Tvi-
sebebis mqone saqonlis warmoeba. Aaxalma saqonelma unda
SeZlos axlad warmoSobili moTxovnilebebis dakmayofileba.
samomxmareblo saqonels yiduloben calkeuli pirebi indivi-
dualuri da koleqtiuri moTxovnilebebis dasakmayofileb-
lad. maT safuZvlianad gamokvlevas didi mniSvneloba eniWeba
mwarmoebeli da gamsaRebeli sawarmoebisTvis, radgan mxolod
am gziTaa SesaZlebeli momxmareblis cvalebadi moTxovnis
Sesabamisi saqonlis warmoeba, gasaReba da mogebis miReba.
sawarmoo daniSnulebis saqonlis marketingi gamoik-
vlevs im pirebsa da organizaciebs, romlebic saqonels yi-
duloben warmoebis procesSi gamosayeneblad. sawarmoo da-
niSnulebis saqonlis marketingi xasiaTdeba garkveuli Tavi-
seburebebiT samomxmareblo saqonlis marketingTan SedarebiT,
37
rac ganpirobebulia am ori bazris specifikuri niSan-Tvise-
bebiT. maT Soris ZiriTadia:
1) sawarmoo daniSnulebis saqonlis bazarze myidvelTa
mcire raodenoba samomxmareblo saqonlis bazarTan Sedare-
biT;
2) ZiriTadi samomxmareblo saqonlis myidvelTa ganfe-
niloba mTeli qveynis teritoriaze da sawarmoo daniSnule-
bis saqonlis myidvelTa Tavmoyra qveynis ramdenime regionSi;
3) sawarmoo daniSnulebis saqonelze samomxmareblo
saqonelTan SedarebiT moTxovnis bevrad ufro naklebi elas-
tikuroba;
4) sawarmoo daniSnulebis saqonlis myidvelTa profe-
sionalizmi;
5) sawarmoo daniSnulebis saqonlis myidvelTa gacile-
biT maRali Semosavlebi samomxmareblo saqonlis myidveleb-
Tan SedarebiT;
6) raodenobrivi TvalsazrisiT sawarmoo daniSnule-
bis saqonlis gayidvis moculobis simcire samomxmareblo
saqonelTan SedarebiT;
7) teqnikuri TvalsazrisiT sawarmoo daniSnulebis sa-
qonlis sirTule samomxmareblo saqonelTan SedarebiT, ris
gamoc sawarmoo daniSnulebis saqonlis gayidvaSi did rols
piradi kontaqtebi asrulebs;
8) sawarmoo daniSnulebis saqonlze gayidvis Semdgomi
momsaxurebis bevrad ufro meti mniSvneloba samomxmareblo
saqonelTan SedarebiT;
9) samomxmareblo saqonlisgan gansxvavebiT sawarmoo
daniSnulebis saqonelze marketinguli RonisZiebebis ufro
naklebad gamoyeneba. Tumca ukanasknel wlebSi am mxriv mdgo-
mareoba TandaTanobiT Seicvala. sawarmoo daniSnulebis
mwarmoebeli da gamsaRebeli sawarmoebi sul ufro met yu-
38
radRebas uTmoben momxmarebelTa moTxovnilebebis gamovlenas
da saqmianobis maT Sesabamisad warmarTvas.
Mmomsaxurebis marketingis calke gamoyofas ganapiro-
bebs misi specifikuri niSan-Tvisebebi, romlebic, Ta-
vis mxriv, ganpirobebulia momsaxurebis TaviseburebebiT.
Mmomsaxurebis marketingis Taviseburebebs, pirvel rigSi, mie-
kuTvneba: araxelSesaxeboba, wyarodan gamouyofloba, xaris-
xis cvalebadoba, Senaxvis SeuZlebloba, sakuTrebis uflebis
ararseboba.
araxelSesaxeboba gamoixateba misi danaxvis, gemos ga-
sinjvis, mosmenis, sunis SegrZnebis da a.S. SeuZleblobaSi
Mmomsaxurebis damTavrebis momentamde. Aamis gamo myidveli
iZulebulia endos momsaxurebis gamyidvels.
Mmomsaxurebis nebismieri saxe arsebobs wyarosTan er-
Tad, iqneba is adamiani Tu manqana.
Mmomsaxurebis xarisxi damokidebulia momsaxurebis wya-
roze, mis profesionalizmze, Tu is adamiania, da teqnikur
srulyofasa da gamarTulobaze, Tu is manqanaa. xSirad mom-
saxurebis xarisxi icvleba adamianis guneba-ganwyobilebis mi-
xedviT.… ase, magaliTad, gamocdili parikmaxeri Tmas ukeTe-
sad aWris, vidre axalbeda. Mmagram gamocdilma parikmaxermac
ki, Tavisi guneba-ganwyobilebis Sesabamisad, SeiZleba sxva-
dasxva dros sxvadasxva xarisxis momsaxureba gauwios mom-
xmarebels.
1.7. marketingis sistemebi
gacvlis procesis realurad ganxorcielebisTvis au-

cilebelia konkretuli saSualebebis, teqnologiebis, proce-
39
durebisa da organizaciuli struqturebis arseboba. isini
Seadgenen marketingis sistemebs. maT miekuTvneba:
1) informaciuli sistema;
2) komunikaciis sistema;
3) ganawilebis sistema.
marketingis informaciul sistemaSi igulisxmeba is
konkretuli teqnologiebi, romlebic uzrunvelyofen marke-
tingul garemoze da TviTon sawarmoze informaciis Segro-
vebas. Segrovebuli informaciis gaanalizebis safuZvelze mi-
iReba garkveuli Sedegebi, romelTa swori da mizanmimarTu-
li gamoyenebis SemTxvevaSi SesaZlebelia mocemul momentSi
maqsimalurad misaRebi marketinguli gadawyvetilebis miReba.
es gadawyvetileba exeba marketinguli SesaZleblobebis ga-
movlenis, marketingis strategiis SemuSavebis da momxmare-
belTa reaqciis Sefasebis process. informacia miiReba ro-
gorc Sida ise gare wyaroebidan. informaciis obieqturobasa
da informaciiT sakvlevi obieqtis momcvelobaze uSualod
aris damokidebuli marketinguli RonisZiebebis da am safuZ-
velze sawarmos muSaobis saboloo Sedegebis efeqtianobis
done.
komunikaciis sistema, erTi mxriv, myidvelebs aw-
vdis informacias saqonelze, meore mxriv, sawarmos uzrun-
velyofs informaciiT bazarze Seqmnil mdgomareobaze. komu-
nikaciis sistemaSi erTiandeba TviTon sawarmo, sareklamo
saagentoebi da masobrivi informaciis saSualebebi. sawarmo
amzadebs saqonels, awvdis mas bazarze da afinansebs komuni-
kaciis mTel process. sareklamo saagentoebi mwarmoeblebTan
an gamsaReblebTan kavSirSi amuSaveben da praqtikaSi atareben
sareklamo RonisZiebebs momxmareblebze zemoqmedebis moxde-
nis mizniT. isini erToblivad gansazRvraven, agreTve, masob-
rivi informaciis saSualebebis gamoyenebis saxeebs, drosa da
masStabebs.
40
marketingis ganawilebis sistemis mizania saqonlis
mitana momxmareblamde misTvis xelsayrel drosa da adgil-
ze. ganawilebis sistema Sedgeba mwarmoebeli sawarmoebis, sa-
biTumo da sacalo savaWro firmebis, brokerebisa da agente-
bisgan. sawarmoo daniSnulebis saqoneli, ZiriTadad, iyideba
mwarmoebeli sawarmoebis mier, samomxmareblo saqoneli ki
Suamavlebis gamoyenebiT.
I TavSi gamoyenebuli marketinguli terminebi
marketingi
marketingis kompleqsi
saWiroeba
moTxovnileba
moTxovna
marketinguli SeTavazeba
saqoneli
gacvla
garigeba
urTierTobebis marketingi
samomxmareblo faseuloba
bazari
myidvelis bazari
gamyidvelis bazari
marketingis koncefcia
warmoebis srulyofis koncefcia
saqonlis srulyofis koncefcia
uSualod marketingis koncefcia
komerciuli Zalisxmevis intensifikaciis koncefcia
socialur-eTikuri marketingis koncefcia
yidva
41
gayidva
standartizacia da sertifikacia
marketingis principebi
saqonelze an momsaxurebaze orientirebuli marketingi
momxmarebelze orientirebuli marketingi
integrirebuli marketingi
masobrivi marketingi
individualuri marketingi
koncentrirebuli marketingi
samomxmareblo saqonlis marketingi
sawarmoo daniSnulebis saqonlis marketingi
momsaxurebis marketingi
marketingis sistemebi
informaciuli sistema
komunikaciis sistema
reziume
biznesis efeqtianad ganxorcielebis aucilebeli piro-

baa misi marketinguli midgomiT warmarTva, rac gamoixateba,
upirveles yovlisa, biznesis momxmarebelTa poziciidan da-
naxvaSi.
amerikeli specialistis f. kotleris ganmartebiT mar-
ketingi aris adamianis saqmianobis saxe, romelic mimarTulia
gacvlis gziT momxmarebelTa saWiroebebisa da moTxovnilebe-
bis dakmayofilebisken.
marketingis ZiriTadi cnebebia: saWiroeba, moTxovnile-
ba, moTxovna, saqoneli, gacvla, garigeba, urTierTobebi, ba-
zari. saWiroebas ganmartaven rogorc adamianis mier raimes
naklebobis gancdil grZnobas. mravalricxovani da mravalfe-
rovani saWiroebebi pirovnebis kulturuli donis da indivi-
42
dualuri Taviseburebebis gavleniT iRebs moTxovnilebis
formas. moTxovnilebis fuliT uzrunvelyofili nawilia
moTxovna, romelic saqonliT an momsaxurebiT kmayofildeba.
saqonelSi igulisxmeba yvelaferi, rac gamotanilia an SeiZ-
leba gamoitanon bazarze gasayidad da rasac SeuZlia moT-
xovnilebebis dakmayofileba. momxmarebels Tavisi moTxovni-
lebebis dakmayofileba SeuZlia gacvlisa da garigebis gziT.
gacvla aris aqti, romliTac momxmarebels SeuZlia miiRos
misTvis sasurveli obieqti samagieros SeTavazebis gziT. ko-
merciuli xasiaTis gacvlas garigebas uwodeben. garigeba or-
gvaria: fuladi da barteruli. fuladi garigebis dros su-
bieqti sasurvel obieqts iRebs fulze, barterulis dros
ki saqonelze gacvlis gziT. gacvlisa da garigebis dros
bazris subieqtebi urTierToben erTmaneTTan. bazari produq-
ciis arsebuli da potenciuri myidvelebis erTobliobaa.
am TavSi ganxilulia marketingis xuTi koncefcia.
warmoebis srulyofis koncefciis gamoyenebis mTavari amoca-
naa warmoebis gafarToeba-srulyofa da gasaRebis sistemis
efeqtianobis amaRleba. momxmareblis mizania saukeTeso pro-
duqciis yidva. amitom cdiloben sawarmoebi produqciis xa-
risxis gaumjobesebasa da asortimentis srulyofas, rac sa-
qonlis srulyofis koncefciis arsebobasa da gamoyenebaSi
gamoixateba. komerciuli Zalisxmevis intensifikaciis kon-
cefciis arsebobas ganapirobebs mosazreba imis Sesaxeb, rom
momxmarebeli Tavisi nebiT ar iyidis misTvis saWiro yvela
saxis saqonels da aucilebelia mis fsiqikaze aqtiuri ze-
moqmedeba marketinguli RonisZiebebis daxmarebiT. bazris sa-
qonliT datvirTvis da moTxovnis amaRlebis dros gamoiyene-
ba uSualod marketingis koncefcia, romelic iTvaliswinebs
bazris yovelmxriv Seswavlas da momxmarebelTa moTxovnile-
bebis gaTvaliswinebas biznesSi. socialur-eTikuri marketin-
gis koncefciis Sesabamisad momxmarebelTa moTxovnilebebi
43
unda dakmayofildes konkurentebze ukeTesad mwarmoeblebis,
momxmareblebis da mTeli sazogadoebis interesebis urTier-
TdakavSirebis pirobebSi.
marketingis funqciebis Sesaxeb erTiani mosazreba
DdReisTvis ar arsebobs. am TavSi ganxilulia marketingis
funqciebis Sesaxeb amerikeli specialistebis l. bunisa da
d. kurtcis mosazrebebi. maTi SexedulebiT marketingi asru-
lebs 8 funqcias: yidva, gayidva, transportireba, Senaxva,
standartizacia da sertifikacia, dafinanseba, gariskva da
marketinguli informaciis mopoveba.
marketingis principebSi mocemuli Tavis avtori gu-
lisxmobs im saerTo niSan-Tvisebebs, romlebic axasiaTebs
marketingul saqmianobas sxvadasxva saxis sawarmoSi. marke-
tingis ZiriTadi principia orientacia konkretuli momxma-
reblis moTxovnaze. marketingis principebia, agreTve, mTeli
saqmianobis mimarT sistemuri midgoma, orientacia axali sa-
qonlis Seqmnasa da gasaRebaze, bazrebis diferencirebulad
Seswavla, mogebis miReba, imijis formireba da Semdgomi gan-
mtkiceba.
am TavSi daxasiaTebulia marketingis ori ZiriTadi sa-
xe: saqonelze an momsaxurebaze orientirebuli marketingi
da momxmarebelze orientirebuli marketingi. saqonelze an
momsaxurebaze orientirebuli marketingis mizania axali
produqtis Seqmna an arsebulis gaumjobeseba. produqtze
orientaciis dros sawarmos ZiriTadi mizani saqonlis an
momsaxurebis Sesyidvisken momxmareblisTvis biZgis micemaa.
momxmarebelze orientirebuli marketingi gamoiyeneba maSin,
roca sawarmoebs surT bazridan wamosuli moTxovnilebebis
dakmayofileba. am dros sawarmoebis ZiriTadi mizania poten-
ciuri moTxovnilebebis Seswavla da maTi dakmayofilebis-
Tvis zrunva.
44
am TavSi ganxilulia samomxmareblo da sawarmoo da-
niSnulebis saqonlis marketingis Taviseburebebic. calkea
gamoyofili da ganxiluli momsaxurebis marketingi. momsaxu-
rebis marketingis arsebobas ganapirobebs misTvis damaxasia-
Tebeli niSan-Tvisebebi: araxelSesaxeboba, wyarodan gamou-
yofloba, xarisxis cvalebadoba, Senaxvis SeuZlebloba, sa-
kuTrebis uflebis ararseboba.
gacvlis procesi realurad xorcieldeba informaciu-
li, komunikaciis da ganawilebis sistemebis gamoyenebiT. mar-
ketingis informaciul sistemaSi igulisxmeba is konkretu-
li teqnologiebi da procedurebi, romlebic uzrunvelyo-
fen informaciis Segrovebas marketingul garemosa da sawar-
moze. komunikaciis sistema uzrunvelyofs informaciis moZ-
raobas sawarmosa da mis myidvelebs Soris. am sistemaSi Se-
dis TviTon sawarmo, sareklamo saagentoebi, masobrivi in-
formaciis saSualebebi. ganawilebis sistemis mizania saqon-
lis momxmareblamde mitana. ganawilebis sistemaSi erTiandeba
mwarmoebeli sawarmoebi, sabiTumo da sacalo savaWro
sawarmoebi, brokerebi da agentebi.
45
Tavi 2. marketingis marTva
I I Tavis swavlebis miznebi

1) marketingis marTvis saWiroebis gacnobiereba;
2) marketingis marTvis procesis ZiriTadi etapebis Ca-
moyalibeba;
3) bazris segmentaciis aucileblobis mizezebSi garkve-
va;
4) marketingis kompleqsis elementebis daxasiaTeba;
5) marketingis marTvis samsaxurebis Seqmnis midgomebis
SedarebiTi daxasiaTeba;
6) sawarmos marketingis da sxva samsaxurebis urTier-
TkavSiris aucileblobis gacnobiereba da amasTan
dakavSirebiT ZiriTadi aspeqtebis Camoyalibeba.
2.1. marketingis marTvis arsi da amocanebi
marketingis marTva rTuli procesia. igi gulisxmobs

bazarze Seqmnili situaciebis analizis safuZvelze marke-
tinguli RonisZiebebis dagegmvas, praqtikaSi gatarebas da
kontrols araxelsayreli situaciebis droulad gamovle-
nisa da arasasurveli Sedegebis Tavidan acilebis mizniT.
marketingis marTvam nebismieri dargisa da sferos sa-
warmoebSi unda gadawyvitos Semdegi amocanebi:
1) unda gamoiZebnos momxmarebelebis is raodenoba,
romelic mTlianad iyidis sawarmos mier mocemul
periodSi warmoebul produqcias;
46
2) unda Camoyalibdes sawarmos mier warmoebul da ba-
zarze gasayidad gamotanil saqonelze moTxovna,
romelic SemdegSi gafarTovdeba da ganmtkicdeba;
3) operatiulad unda gamovlindes moTxovnis mocu-
lobasa da struqturaSi momxdari cvlilebebi maT-
ze zemoqmedebis moxdenis mizniT.
marketingis marTviT dakavebuli arian gasaRebis qveda-

nayofebis xelmZRvanelebi da TanamSromlebi, sareklamo sam-
saxurebis xelmZRvanelebi da TanamSromlebi, gasaRebis sti-
mulirebis specialistebi, marketinguli kvlevis specialis-
tebi, fasebis specialistebi.
2.2. marketingis marTvis procesi
marketingis marTvas ganixilaven rogorc oTxi etapis-

gan Semdgar process (ix. nax. 2.1.). marketingis marTvis pro-
cesis etapebia:
1) sabazro SesaZleblobebis analizi;
2) miznobrivi bazrebis SerCeva;
3) marketingis kompleqsis damuSaveba;
4) marketinguli RonisZiebebis ganxorcieleba.
nebismierma sawarmom sistematurad unda srulyos Ta-

visi saqmianoba, rac SesaZlebelia bazris yovelmxrivi Ses-
wavlisa da sabazro SesaZleblobebis gamovlenis gziT.
47
marketingis marTvis procesis etapebi
sabazro miznobrivi marketingis marketinguli

SesaZleblobebi bazris kompleqsis RonisZiebebis
s analizi SerCeva damuSaveba ganxorcieleb
a
marketinguli bazris saqonlis informaciuli
kvlevis da segmentacia Seqmna sistemis
marketingis Seqmna
sainformacio bazris fasis
sistemebis miznobrivi daweseba dagegmvis
Seqmna segmentis sistema
SerCeva saqonlis
marketinguli gavrcelebi kontrolis
garemo saqonlis s meTodebi sistema
pozicionir
individualuri eba bazarze saqonlis marketingis
momxmareblebis bazarze samsaxuris
bazrebi winwawevis organizacia
meTodebi
sawarmoTa
bazrebi
nax. 2.1. marketingis marTvis procesis etapebi
bazris Seswavla da momavali ganviTarebis SesaZleblo-

bebis gamovlena, Tavis mxriv, moiTxovs marketinguli kvle-
vis da marketingis sainformacio sistemebis Seqmnas, marke-
tingis garemos, individualuri momxmareblebis da sawarmo-
Ta bazrebis gamokvlevas. gamovlenili SesaZleblobebidan un-
da airCes is, romelic mocemul momentSi yvelaze metad Se-
esabameba sawarmos miznebsa da resursebs.
sawarmos marketingul SesaZleblobad iTvleba marke-
tinguli Zalisxmevis is mimarTuleba, romelic mas
upiratesobas moutans konkurenciul brZolaSi.
48
Semdeg etapze xorcieldeba moTxovnis mimdinare sidi-
dis gansazRvra da prognozireba, bazris segmentacia, baz-
ris miznobrivi segmentis SerCeva da saqonlis pozicionireba
bazarze.
ama Tu im sawarmos saqonelze moTxovnis mimdinare si-
didis gansazRvris dros mxedvelobaSi miiReba sawarmos mier
bazarze gamotanili yvela saxis saqonlis realizaciis faq-
tobrivi maCveneblebi. maTze dayrdnobiT da bazris ganviTa-
rebaze moqmedi faqtorebis, agreTve, misi ganviTarebis ten-
denciebis gaTvaliswinebiT xdeba moTxovnis prognozireba.
Semdeg xorcieldeba bazris segmentacia. segmentaciis
aucileblobas ganapirobebs momxmareblebis, produqciis da
momxmarebelTa saWiroebebisa da moTxovnilebebis mravalfe-
rovneba.
segmentaciaSi igulisxmeba momxmarebelTa jgufebad da-
yofa erTgvarovani niSnebis mixedviT.
segmentacia SeiZleba ganxorcieldes geografiuli, de-
mografiuli, sociologiuri da qceviTi niSnebis mixedviT.
cxadia, sxvadasxva saxis saqonelze segmentacia sxvadasxva
niSanis mixedviT erTnair Sedegs ar iZleva. segmentaciis sa-
fuZvelze gamoyofil momxmarebelTa jgufebs segmentebs
uwodeben.
bazris segmentSi igulisxmeba momxmarebelTa jgufi,
romlis wevrebic erTnairad reagireben marketinguli
stimulebis erTi da igive nakrebze.
gamoyofili segmentebis Sefasebis Semdeg samoqmedod
airCeva erTi an ramdenime segmenti. SerCeul segments miz-
nobrivs uwodeben. miznobrivi segmenti mocemul periodSi
yvelaze metad Seesabameba sawarmos miznebsa da resursebs.
Tu miznobrivi segmenti sawarmos gaumarTlebs, mas SeuZlia
TandaTanobiT SeaRwios danarCen segmentebzec. ase daipyres
iaponurma firmebma avtomobilebis, sayofacxovrebo eleq-
49
tronikis, saaTebis da sxva saqonlis msoflio bazrebis
mniSvnelovani nawili.
marketingis marTvis am etapze xorcieldeba saqonlis
pozicionireba bazarze.
saqonlis pozicionirebaSi igulisxmeba sxvebisgan
mkveTrad gansxvavebuli saqonlisTvis bazarze da
miznobrivi momxmareblis cnobierebaSi sasurveli
adgilis dakaveba.
saqonlis pozicionirebisTvis sawarmoebi arCeven iseT
lozungebs, romlebic xazs usvamen mis upiratesobas konku-
rent saqonelTan SedarebiT. ase, magaliTad, kompania FFord-
ma Tavisi avtomobilebis pozicionireba ganaxorciela lo-
zungiT “saukeTeso xarisxi”. Mazda–m lozungiT “gzebiT ga-
taceba”, Mercedes-ma ki lozungiT “msoflioSi yvela avto-
mobilisTvis saWiroa teqnologiuri upiratesoba”. aseTi
macdunebeli da Tanac ubralo lozungebi bazarze saqonlis
win wawevis SesaZleblobas mkveTrad afarToebs.
saqonlis pozicionirebas bazarze, rogorc wesi, win
unda uswrebdes saqonlis konkurentuli upiratesobebis ga-
movlena, radgan swored maT safuZvelze xdeba SemdgomSi ba-
zarze momxmareblis informireba.
amis Semdeg sawarmoSi muSavdeba marketingis kompleqsi,
romelic Tanamedrove marketingis erT-erT ZiriTadi cnebaa.
marketingis kompleqsi marketingis im instrumentebis
nakrebia, romelic gamoiyeneba sawarmos mier miznobriv ba-
zarze zemoqmedebis mosaxdenad da sasurveli reaqciis misa-
Rebad.
marketingis kompleqsSi Sedis yvelaferi, rac SeiZleba
moimoqmedos sawarmom Tavis saqonelze moTxovnis formirebi-
sa da Semdgomi gafarToeba-ganmtkicebisTvis.
50
marketingis kompleqsSi Semavali mravalricxovani sa-
Sualebebi SeiZleba gavaerTianoT oTx jgufSi, romelTac
oTx “P”-s uwodeben. marketingis kompleqsis elementebia:
1) saqoneli (product);
2) fasi (price);
3) gavrcelebis meTodebi (place);
4) bazarze saqonlis win wawevis meTodebi
(promotion).
saqoneli aris sawarmos mier miznobrivi bazrisTvis

SeTavazebuli sakuTriv saqonelis da misi Tanmxlebi momsa-
xurebis nakrebi. saqoneli, rogorc marketingis kompleqsis
elementi, garantias iZleva, rom misi maxasiaTebelebi daakma-
yofileben momxmarebelTa moTxovnilebebs. am SemTxvevaSi
mxedvelobaSia asortimenti, xarisxi, gaformeba, SefuTva, sa-
vaWro marka, damatebiTi momsaxureba, garantia.
fasi is Tanxaa, romelic unda gadaixadon momxmareb-
lebma saqonlis sanacvlod.
saqonelze dawesebuli fasi aucileblad unda Seesaba-
mebodes momxmareblis mier saqonlis faseulobis aRqmas. amis
gareSe momxmarebeli konkurentis saqonelze gadainacvlebs.
saqonlis gavrcelebis meTodebSi igulisxmeba is SesaZ-
lo qmedebebi, romlebic uzrunvelyofen saqonlis mi-
tanas momxmareblisTvis xelmisawvdom adgilze.
am mizniT gamoiyeneba ganawilebis arxebi, sawyobebi,
transportirebis saSualebebi.
bazarze saqonlis win wawevis meTodebis mizania infor-
maciis gavrceleba saqonlis Rirsebebze, agreTve, mom-
xmareblis darwmuneba iyidos mocemuli sawarmos saqo-
neli.
51
bazarze saqonlis win wawevisTvis gamoiyeneba reklama,
gasaRebis stimulireba, sazogadoebasTan urTierToba da per-
sonaluri gayidva.
kompania borjomis marketingis kompleqss aqvs Semdegi
saxe: am kompaniam hidrokarbonatuli natriumiani samkurnalo
sufris wyali borjomis xeobidan saqonlad aqcia plastma-
sis da minis sxvadasxva zomis boTlebSi Camosxmis, gazis da-
matebis da saTanado saxuravis dafarebis gziT. ganisazRvra
Senaxvis gansxvavebuli vadebi boTlis masalisgan damokide-
bulebiT. samarko saxelwodebad SerCeul iqna “borjomi”.
kompania sarealizaciod iyenebs sabiTumo da sacalo fasebs.
sacalo fasi sakmaod maRalia, magram aRniSnuli mineraluri
wylis samkurnalo Tvisebebis gamo konkurentunarianoba ba-
zarze uzrunvelyofilia. “borjomi” iyideba rogorc biTu-
mad, ise sacalod. kompania Tvalyurs adevnebs mis marags sa-
calo qselSi momxmareblis momaragebaSi wyvetilobis Tavi-
dan asacileblad. bazarze saqonlis win wawevis mizniT boT-
lebze ganTavsebul etiketze mocemulia misi Semadgenloba,
daavadebebis CamonaTvali, romelTa samkurnalodac gamoiyene-
ba is, Camosxmis TariRi da Senaxvis vada. dadebiTi sazoga-
doebrivi azris Sesaqmnelad specialuri RonisZiebebi tar-
deba.
kompania Ford-ma avtomanqanis model Taurus-ze mar-
ktingis kompleqsis elementebi ase aamoqmeda: momxmarebels
SesTavaza aRniSnuli modelis ramdenime varianti da sxvadas-
xva saxis damatebiTi mowyobiloba, romelsac SekveTiT aye-
nebs maT manqanaSi; avtomanqana iyideba gamosayeneblad mzad-
yofnaSi; momxmarebels xarisxiani saqonlis SeZenis sruli
garantia aqvs. kompania Tavis dilerebs sacalo fasis dada-
genis uflebas aZlevs. dilerebi iSviaTad sTxoven kompanias
preiskurantSi fasis srulad Cvenebas. amis nacvlad isini
fasze myidvelebTan msjeloben, aZleven myidvelebs daTmo-
52
bebs, sTavazoben Semxvedr vaWrobas, saqonels yidian kredi-
tiT. kompania dilerebs didi gulmodginebiT arCevs da ex-
mareba maT. saqonelze informaciis gasavrceleblad Ford
reklamaze xarjavs milion dolarze mets weliwadSi. savaW-
ro agentebi aqtiurad muSaoben myidvelebTan, arwmuneben maT
miwodebuli saqonlis xarisxSi.
marketingis kompleqsis bolo etapze marketingul Ro-
nisZiebebs atareben praqtikaSi, risTvisac saWiroa informa-
ciuli, dagegmvis, kontrolis sistemebis arseboba da marke-
tingis samasaxurebis organizacia.
dagegmvis sistema moicavs rogorc strategiul, ise
taqtikur dagegmvas. strategiuli dagegmvis mizania ganviTa-
rebis swori mimarTulebis gamoZebna da Zlieri sawarmos
Seqmna. stratgiuli dagegmvis maCveneblebis dakonkreteba
xdeba taqtikur gegmebSi. gansaxorcielebeli konktretuli
qmedebebi swored taqtikur gegmebSi fiqsirdeba.
marketinguli saqmianoba sawarmoebSi uSualod marke-
tingis samsaxuris mier xorcieldeba. marketingis samsaxure-
bis struqtura damokidebulia sawarmos sididesa da mis fi-
nansur SesaZleblobaze.
marketinguli RonisZiebebis praqtikaSi gatarebis pro-
cesis efeqtianobisTvis aucilebelia kontrolis sistemis
saTanadod organizacia.
53
2.3. marketingis samsaxuris organizacia sawarmoebSi
sawarmoTa miznebis miRwevaSi mniSvnelovan rols asru-

leben marketingis samsaxurebi. unda Seiqmnas iseTi marketin-
guli samsaxurebi, romlebic SeZleben marketinguli saqmia-
nobis damoukideblad ganxorcielebas. rogorc wesi, mcire
zomis sawarmoebSi marketinguli saqmianoba dakisrebuli aqvs
erT adamians, romelsac SeiZleba ewodos gasaRebis samsaxu-
ris mmarTveli, marketingis mmarTveli, marketingis menejeri,
marketingis direqtori. didi sawarmoebi qmnian marketingis
qvdanayofebs, romlebSic dasaqmebulia ramdenime specialis-
ti. didi sawarmoebis umetesobaSi hyavT gasaRebis samsaxu-
ris mmarTveli, reklamis specialisti, fasebis specialisti,
Cveulebrivi da samarko saqonlis warmoebaTa mmarTveli,
klientebis momsaxurebis samsaxuris mmarTveli.
marketingis samsaxuris organizacia sawarmoebSi SeiZ-
leba ganxorcieldes sxvadasxva principiT, romelTa Soris
ZiriTadia funqciuri, sasaqonlo, geografiuli, sabazro, sa-
saqonlo- sabazro principebi.
dReisTvis ganviTarebul qveynebSi marketingis samsaxu-
rebs sawarmoebi ZiriTadad funqciuri principiT qmnian. am
SemTxvevaSi marketingis mmarTvelebi gamoiyofa marketinguli
saaqmianobis saxeebis mixedviT (ix. nax. 2.2.). marketingis
mmarTvelebi eqvemdebarebian marketingis vice-prezidents, ro-
melsac evaleba maTi saqmianobis koordinacia. ufro xSirad
marketinguli saqmianobis xelmZRvanelobiT dakavebulni ari-
an marketingis, reklamisa da stimulirebis, gasaRebis, marke-
tinguli kvlevis, axali saqonlis mmarTvelebi. zogierT sa-
warmoSi aqvT, agreTve, klientebis momsaxurebis, saqonelmo-
maragebis da marketingis dagegmvis qvedanayofebi.
54
marketingis vice-prezidenti
reklamis da stimulirebis
axali saqonlis mmarTveli

marketingis samsaxuris
marketinguli kvlevis
samsaxuris mmarTveli
samsaxuris mmarTveli
gasaRebis samsaxuris
mmarTveli
mmarTveli
nax. 2.2. marketingis samsaxuris organizacia

funqciuri principiT
marketingis samsaxurebis funqciuri organizaciis upi-

ratesoba mis simartiveSia. misi efeqtianoba mcirdeba saqon-
lis asortimentis gafarToebisa da bazrebis zrdis Sesabami-
sad. gamosavali marketingis samsaxurebis diviziuri organi-
zaciaa, romelic iTvaliswinebs marketingis samsaxurebis
Seqmnas saqonlis, momxmareblebis (bazrebis) da regionebis
mixedviT.
sasaqonlo principis Sesabamisad marketingis samsaxu-
rebis formirebis dros warmoebis mTel process xelmZRva-
nelobs saqonlis nomenklaturis mmarTveli, romelsac emor-
Cileba sasaqonlo jgufebis ramdenime mmarTveli, maT ki, Ta-
vis mxriv, eqvemdebarebian calkeuli saqonlis mmarTvelebi,
romlebic pasuxs ageben konkretuli saqonlis wamoebasa da
realizaciaze. saqonelTa mmarTvelebi TviTon qmnian TavianT
samuSao gegmebs da axorcieleben maT. sasaqonlo principis
mixedviT marketingis organizacia ar cvlis funqciur orga-
55
nizacias. am dros iqmneba mxolod marTvis kidev erTi done
(ix.nax. 2.3.).
marketingis vice prezidenti
nomenklaturis
axali saqonlis
stimulirebis
marketinguli
reklamis da
marketingis
samsaxuris
samsaxuris
samsaxuris
mmarTveli
mmarTveli
mmarTveli
mmarTveli
mmarTveli
sasaqonlo
sasaqonlo jgufebis kvlevis

mmarTvelebi
calkeuli saqonlis mmarTvlebi
nax. 2.3. marketingis organizacia

sasaqonlo principiT
sasaqonlo principis mixedviT marketingis samsaxurebis

Seqmna dakavSirebulia did xarjebTan, rac ganpirobebulia
dasaqmebuli muSakebis raodenobis zrdasTan. amasTan, am prin-
cipis gamoyenebis SemTxvevaSi miiReba mTeli rigi dadebiTi
Sedegebi: marketingis kompleqss Tvalyurs adevnebs saqonlis
mmarTveli, rac bazarze warmoqmnili problemebis droulad
gadawyvetas ganapirobebs; yuradRebis miRma ar rCeba arc
56
erTi saqoneli, rac momxmarebelTa moTxovnilebebis srulad
dakmayofilebas uzrunvelyofs; axalgazrda muSakebs profe-
siuli donis amaRlebis didi SesaZleblobebi eZlevaT, imde-
nad ramdenadac saqme aqvT sawarmos saqmianobis TiTqmis yve-
la sferosTan.
sasaqonlo principis mixedviT marketingis organizacia
gamarTlebulia mxolod maSin, roca sawarmos sasaqonlo no-
menklatura farToa. es principi pirvelad 1927 wels gamoi-
yena kompania Procter&Gamble-ma axal saponze-“qemei”, rome-
lic Znelad iyideboda. kompaniam axalgazrda specialists
heil x. makerlous daavala “qemeis” warmoebisa da realiza-
ciis procesSi arsebuli problemebis mogvareba. davaleba
warmatebiT Sesrulda da kompaniaSic sul male sxva sa-
qonlis mmarTvelebic dainiSnen.
marketingul samsaxurebs geografiuli niSnis Sesabami-
sad qmnian is sawarmoebi, romlebic vaWroben mTeli qveynis
teritoriaze. am principiT marketingis samsaxurebis Seqmna,
cxadia, damokidebulia qveynis geografiul mowyobaze. ase,
magaliTad, aSS-s im kompaniebSi, romlebic mTeli qveynis te-
ritoriaze vaWroben xSirad marketingis samsaxurebi swored
geografiuli principis mixedviT iqmneba. am SemTxvevaSi gasa-
Rebis saerToerovnuli samsaxuris mmarTvels eqvemdebarebian
gasaRebis regionuli samsaxurebis mmarTvelebi. maT daqvemde-
barebaSi arian gasaRebis zonaluri samsaxuris mmarTvelebi,
romlebsac, Tavis mxriv, daqvemdebarebaSi hyavT gasaRebis ra-
ionuli samsaxurebis mmarTvelebi, maT ki adilebze savaWro
agentebi eqvemdebarebian. saqarTvelo teritoriiT patara
qveyanaa, amitom sawarmoebisTvis marketingis samsaxurebis ge-
ografiuli principiT Seqmna xelsayreli ar iqneba. magram,
Tu romelime sawarmo, romelic saqarTvelos mTel terito-
riaze vaWrobs, marketingis samsaxurs Seqmnis geografiuli
principis safuZvelze, mas eqneba Semdegi saxe (ix. nax 2.4.).
57
gasaRebis samsaxuris
kvlevis samsaxuris
axali saqonlis
marketinguli
stimulirebis
marketingis
reklamis da
samsaxuris
samsaxuris
mmarTveli
mmarTveli
mmarTveli
mmarTveli
mmarTveli
gasaRebis samxareo samsaxuris

mmarTveli
gasaRebis raionuli samsaxuris

mmarTveli
savaWro agentebi
nax. 2.4. marketingis organizacia geografiuli princi-

piT
Tu sawarmo saqonels yidis ramdenime erTmaneTisgan

gansxvavebul bazarze, marketinguli samsaxuri aigeba sabaz-
ro principis mixedviT(ix. nax. 2.5.).
58
sabazro saqmianobis
kvlevis samsaxuris
axali saqonlis
stimulirebis
marketinguli
marketingis
reklamis da
samsaxuris
samsaxuris
mmarTveli
mmarTveli
mmarTveli
mmarTveli
mmarTveli
calkeuli saqonlis
mmarTvelebi
nax. 2.5. marketingis organizacia sabazro principiT
am principis Sesabamisad marketingis samsaxuris formi-

reba maSinaa gamarTlebuli, roca bazrebs axasiaTebT gansxva-
vebuli myidvelobiTi Cvevebi.
bazrebis mmarTvelebi pasuxs ageben funqciuri saqmia-
nobis calkeuli saxeebis mixedviT perspeqtiuli da wliuri
gegmebis damuSavebaze. am principis Sesabamisad marketingis
samsaxurebis SeqmniT SesaZlebelia sawarmos saqmianobis Se-
sabamisobaSi moyvana momxmarebelTa saWiroebebsa da moTxov-
nilebebTan. dReisTvis sabazro principiT marketingis samsa-
xurebs qmnis bevri cnobili kompania. magaliTad, kompania
Xerox-ma uari Tqva Tavisi saqmianobis geografiuli princi-
piT ganxorcielebaze da daiwyo sabazro principis gamoyene-
59
ba. man Tavisi saqmianoba SesabamisobaSi moiyvana dargebis
moTxovnilebebTan.
sawarmoebi, romlebic mravalferovan saqonels yidian
mravalricxovan bazrebze, marketingis samsaxurebs xSirad
qmnian sasaqonlo-sabazro principiT. am SemTxvevaSi sawarmo-
ebs erTdroulad hyavT rogorc saqonlis, ise bazrebis
mmarTvelebi. marketingis samsaxurebis organizacias struq-
turirebis minimum ori kriteriumiT matriculi ewodeba.
matriculi organizacia dadebiT Sedegebs iZleva maSin, roca
uflebamosilebebi zustad aris ganawilebuli. mravalricxo-
vanni arian TanamSromlebi da maT aqvT urTierTobebis damya-
rebis didi unari. es struqtura saqmianobis koordinaciis-
Tvis karg SesaZleblobebs qmnis. amasTan, xSiria konfliqte-
bi TanamSromlebs Soris kompetenciaTa ganawilebis gamo.
sawarmos marketingis samsaxuris struqtura ganisaz-
Rvreba rogorc misi konstruqcia, romelic marketingul
marTvas uzrunvelyofs. sawarmoSi marketingis swori orga-
nizacia mniSvnelovnad amaRlebs marketingis rols miznebis
miRwevaSi, radgan marketingi saqonelze moTxovnis Seqmnis,
misi dakmayofilebis da am bazaze momgebiand muSaobis safuZ-
velia.
sawarmos marketingis samsaxuris muSaobis Sedegebi
uSualodaa damokidebuli sxva samsaxurebTan kavSiris done-
ze. cxadia, sxvadasxva samsaxuris mier SeTanxmebulad gan-
xorcielebuli RonisZiebebi gacilebiT met dadebiT Sedegebs
moutans sawarmos, vidre erTmaneTisgan izolirebuli calke-
uli saxis RonisZiebebi. marto marketingis samsaxuri ver
SeZlebs momxmarebelTa moTxovnilebebis srulad dakmayofi-
lebas saqonliT an momsaxurebiT, radgan maRalxarisxovani
saqoneli (momsaxureba) mxolod yvela samsaxuris erToblivi
muSaobiT SeiZleba Seiqmnas.
60
marketingis samsaxuris saqmianoba unda daukavSirdes
sawarmoo, safinanso, kadrebis samsaxurebis, buRalteriis,
samecniero-kvleviTi da sacdel-sakonstruqtoro qvedanayo-
febis saqmianobas. maTi kavSiri aucileblad unda iyos or-
mxrivi.
aramarto sawarmoo samsaxuris muSaobaa damokidebuli
marketingis samsaxurze, aramed marketingis samsaxuris muSa-
obis Sedegebic aris damokidebuli sawamoo samsaxuris saqmi-
anobaze. mosaxleobis moTxovnis Sesabamisi saqonlis warmoe-
ba SesaZlebelia mxolod warmoebis ganviTarebis saTanado
donis pirobebSi.
safinanso samsaxuris saqmianobac mWidrodaa damokide-
buli marketingis samsaxuris muSaobaze, marketingul Ronis-
Ziebebze. marketingi gansazRvravs saqonlis calkeuli saxis
momgebianobas da, amis Sesabamisad, sawarmos finansur mdgoma-
reobas. finansebic axdens gavlenas marketingze. myari finan-
suri mdgomareobis pirobebSi meti SesaZleblobebia marke-
tingis dasafinanseblad.
buRaltruli aRricxvac moqmedebs marketingze. dana-
xarjebisa da Semosavlebis sworad aRricxvisa da ganawile-
bis dros uzrunvelyofilia saqonlis momgebianobis gansaz-
Rvris sizuste. amiT SesaZlebelia swori gadawyvetilebis
miReba saqonlis momaval bedze.
samecniero-kvleviT da sacdel-sakonstruqtoro muSao-
bas sawarmoebSi safuZvlad marketinguli informacia udevs.
momxmarebelze orientirebuli marketingis pirobebSi sasa-
qonlo asortimentis ganaxleba xorcieldeba saWiroebebisa
da moTxovnilebebis gamovlenisa da Seswavlis safuZvelze.
saqonelze orientirebuli marketingis dros Zlierdeba sa-
mecniero-kvleviTi da sacdel-sakonstruqtoro saqmianobis
zegavlena marketingze. dReisTvis sawarmoTa umetesoba mom-
xmarebelTa moTxovnilebebsac swavlobs da saqonlis asor-
61
timentsac aumjobesebs. saqonelze da momxmarebelze er-
Tdrouli orientaciis pirobebSi marketinguli da samecnie-
ro-kvleviTi da sacdel-sakonstruqtoro saqmianobiT dakave-
buli qvedanayofebi Tanabarzomierad moqmedeben erTimeoreze
da xels uwyoben ukeTesi saboloo Sedegebis miRebas.
II TavSi gamoyenebuli marketinguli terminebi

marketingis marTvis procesi
marketingis marTva
sabazro SesaZleblobebi
miznobrivi bazari
marketingis kompleqsi
bazris segmentacia
bazris segmenti
bazris miznobrivi segmenti
saqonlis pozicionireba
saqonlis gavrcelebis meTodebi
bazarze saqonlis win wawevis meTodebi
marketinguli dagegmvis sistema
marketinguli kontrolis sistema
marketingis samsaxuri
marketingis samsaxuris organizacia
reziume
yoveli sawarmos mizania saqmianobis efeqtianad warmar-
Tva. amis miRweva SesaZlebelia marTvis procesis saTanado
organizaciis pirobebSi.
marketingis marTvis procesi moicavs sabazro SesaZleb-
lobebis analizs, miznobrivi bazrebis SerCevas, marketingis
kompleqsis damuSavebas da marketinguli RonisZiebebis praq-
tikaSi gatarebas. sawarmoTa xelmZRvanelebi da specialiste-
bi unda erkveodnen sabazro SesaZleblobebis gamovlenis,
62
miznobrivi bazris (an bazrebis) SerCevis, marketingis kom-
pleqsis elementebTan mimarTebaSi swori gadawyvetilebebis
miRebisa da marketinguli RonisZiebebis praqtikaSi ganxor-
cielebis meqanizmSi.
sabazro SesaZleblobebis analizis procesSi unda ga-
movlindes marketinguli Zalisxmevis is mimarTuleba, rome-
lic sawarmos upiratesobas moutans konkurentebTan brZo-
laSi.
ama Tu im bazarze gasvlasTan dakavSirebiT swori ga-
dawyvetilebebis misaRebad aucilebelia bazris segmentacia,
romelic saSualebas iZleva gamovlindes momxmarebelTa is
jgufi, romlis moTxovnilebebis dakmayofilebasac SeZlebs
sawarmo. bazris miznobrivi segmenti aerTianebs im momxma-
reblebs, romlebic erTnairad reagireben sawarmos mier gan-
xorcielebul marketingul RonisZiebebze. sawarmom samoqme-
dod SeiZleba airCios gamoyofili segmentebidan erTi an
ramdenime. sawarmoTa saqmianobis efeqtianobis uzrunvelyo-
faSi did rols asrulebs saqonlis pozicionirebis proce-
sis sworad ganxorcieleba. SerCeulma lozungebma produq-
cia momxmareblebs unda daanaxos konkurentebis produqcias-
Tan SedarebiT momgebian poziciaSi.
sawarmoTa miznebis miRwevaSi mniSvnelovan rols asru-
lebs marketinguli saqmianobis sworad organizacia. rogorc
wesi, ganviTarebul qveynebSi marketinguli saqmianobis gan-
xorcieleba mcire sawarmoebSi erT adamians evaleba, msxvil
sawarmoebSi ki Seqmnilia specializebuli marketinguli sam-
saxurebi.
marketinguli samsaxurebis organizacias axorcieleben
funqciuri, sasaqonlo, geografiuli, sabazro da sasaqonlo-
sabazro principebis safuZvelze. marketinguli samsaxrebi,
ZiriTadad, funqciuri principis mixedviT iqmneba. am prin-
cipis upiratesoba mis simartiveSia. marketingis mmarTvelebi
63
am SemTxvevaSi gamoiyofian marketinguli saqmianobis saxeebis
mixedviT. funqciuri principiT marketingis samsaxurebis Seq-
mnis efeqtianoba mcirdeba sawarmos sasaqonlo asortimentis
gafarToebisa da bazrebis raodenobis gazrdis Sesabamisad.
gamosavali marketingis samsaxurebis diviziuri organizaciaa,
romelic iTvaliswinebs marketingis samsaxurebis Seqmnas sa-
qonlis, bazrebis da regionebis mixedviT.
sawarmos marketingis samsaxuris efeqtianobisTvis au-
cilebelia misi mWidro kavSirurTierToba sawarmoo, safi-
nanso da kadrebis samsaxurebTan, buRalteriasTan, samecnie-
ro-kvleviT da sacdel-sakonstruqtoro qvedanayofebTan.
momxmareblis moTxovnis Sesabamisi produqtis Seqmna da rea-
lizacia mxolod yvela samsaxuris erToblivi muSaobiTaa
SesaZlebeli.
64
Tavi 3. dagegmva da kontroli
marketingis sistemaSi
III Tavis swavlebis miznebi

1. marketingis marTvaSi dagegmvis aucileblobis
gacnobiereba;
2. strategiuli dagegmvis procesis etapebis daxa-
siaTeba;
3. biznesis efeqtianad warmarTvaSi biznes-gegmis
mniSvnelobis gacnobiereba;
4. biznes-gegmis marketinguli nawilis daxasiaTeba;
5. marketingis kontrolis ZiriTadi niSan-Tvisebe-
bis Camoyalibeba;
6. marketingis efeqtianobis uzrunvelyofaSi kon-
trolis aucileblobis gacnobiereba da misi sa-
xeebis daxasiaTeba.
3.1. dagegmva – marketingis marTvis ZiriTdi rgoli
dagegmva Sedis marTvis ekonomikuri meTodebis sistema-

Si. masSi igilisxmeba strategiuli da taqtikuri gegmebis
Sedgenisa da Sesrulebis procesi. dagegmva marketingis efeq-
tianad marTvis erT-erTi aucilebeli pirobaa.
dagegmva marTvis ZiriTadi rgolia, romelic xels
uwyobs xelmZRvaneli muSakebis perspeqtiulad da mizanmi-
marTulad azrovnebas. dagegmviT SesaZlebeli xdeba miRebuli
gadawyvetilebebis koordinacia, TanamSromlebisTvis infor-
maciis miwodeba sawarmos miznebsa da resursebze. dagegmviT
iqmneba winapirobebi muSaobis Sedegebis Sefasebisa da gakon-
trolebisTvis.
65
dagegmva ori saxisaa:
1) strategiuli dagegmva;
2) taqtikuri dagegmva.
strategiul dagegmvaSi igulisxmeba sawarmos miznebsa
da maTi miRwevis potenciur SesaZleblobebs Soris Se-
sabamisobis Seqmnisa da SenarCunebis mmarTvelobiTi
procesi.
taqtikuri dagegmva gulisxmobs konkretuli qmedebebis
ganxorcielebas marketingis strategiuli gegmiT gan-
sazRvruli amocanebis misaRwevad.
taqtikuri dagegmvis dros akonkreteben Tu vin, ra,
rodis, sad da rogor unda gaakeTos dasaxuli miznebis mi-
saRwevad. e.i. taqtikuri dagegmvis procesSi Camoyalibdeba
konkretuli davalebebi uaxloesi periodisTvis.
dagegmvis xasiaTis Sesabamisad ganasxvaveben strategi-
ul da taqtikur gegmebs.
marketingis strategiuli gegma marketinguli saqmiano-
bis miznebis, strategiebis, agreTve, drois gansazRvrul in-
tervalSi maTi miRwevis RonisZiebebis erTobliobaa. taqti-
kur gegmaSi dakonkretebulia strategiuli gegmiT gansaz-
Rvruli amocanebi moklevadiani periodisTvis.
marketingis gegmebis efeqtianad ganxorcielebisa da
dasaxuli miznebis misaRwevad aucilebelia:
a) gegmebi daamuSaon maT, vinc SemdgomSi praqtikulad
ganaxorcielebs;
b) dagegmvis procesi iyos moqnili, rac uzrunvel-
yofs miRebul gegmaSi cvlilbebis operatiulad
Setanas saWiroebis SemTxvevaSi;
g) dagegmva iyos adapturi, e.i. miRebuli gegmebi unda
iTvaliswinebdes moTxovnis cvalebad xasiaTs.
3.2. strategiuli dagegmvis procesi
66
strategiuli dagegmva warmoadgens process
(ix.nax.3.1.), romelic moicavs Semdeg etapebs:
1) sawarmos misiis formulireba;
2) miznebisa da amocanebis gansazRvra;
3) biznes-portfelis Sedgena;
4) zrdis strategiebis SerCeva.
sawarmos misiaSi igulisxmeba is ZiriTadi mizani, ris-
Tvisac Seiqmna sawarmo.
sawarmos misiis
formulireba
miznebisa da
amocanebis
gansazRvra
biznes-portfelis
Sedgena
zrdis strategiis
SerCeva
nax. 3.1. strategiuli dagegmvis procesi
misia unda CaiTvalos logikuri aTvlis wertilad,

romelsac sawarmo mTel Tavis saqmianobas uqvemdebarebs. mi-
siis sworad gansazRvra da xelmZRvaneli muSakebisa da spe-
cialistebis informireba ZiriTadi miznis Sinaarsze sawar-
67
mos efeqtianad muSaobas uzrunvelyofs, radgan misiis arsSi
saTanadod garkveva maT saerTo saqmis Tanamonawiled aqcevs.
droTa ganmavlobaSi saWiro xdeba misiis gadasinjva axali
saqonlis Seqmnis, axal bazrebze gasvlis, warmoebis mocu-
lobis gazrdis, samoqmedo garemos Secvlis Sesabamisad.
sawarmos misiis formulireba, amerikeli profesoris
Teodor levitis azriT, ukeTesia bazarze orientaciiT gan-
xorcieldes, radgan am SemTxvevaSi sawarmos saqmianoba xasi-
aTdeba momxmarebelTa saWiroebebisa da moTxovnilebebis dak-
mayofilebis TvalsazrisiT. Tumca praqtikaSi xSirad sawar-
moebi TavianTi saqmianobis sferos saqonlis xasiaTis an ga-
moyenebuli teqnologiis mixedviT gansazRvraven. ase, magali-
Tad, zogierTi amerikuli sawarmo Tavis misias gamoxatavda
Semdegi lozungebiT: `Cven vawarmoebT sabeWd manqanebs~, ~Cven
qimiuri kompania varT~. saqmianobis sferos daxasiaTebisas
aseTi midgoma arazustia, radgan droTa ganmavlobaSi saqone-
li da teqnologiebi Zveldeba. mudmivi mxolod adamianTa
saWiroebebi da moTxovnilebebia. amitom is sawarmoebi, rom-
lebic TavianT saqmianobas ganixilavdnen, rogorc meqanikuri
sabeWdi manqanebis warmoebas da ara rogorc momxmarebelTa
moTxovnilebebis dakmayofilebas sabeWd saSualebebze da ar
Seicvales profili, gakotrdnen kompiuteruli teqnikis gav-
rcelebis Sesabamisad.
misiis formirebis dros sawarmoebma unda ixelmZRvane-
lon gansazRvruli rekomendaciebiT:
1) dasaxuli mizani (an miznebi) ar unda iyos Zali-
an farTo an viwro. ar iqneba swori, Tu velo-
sipedebis mwarmoebeli sawarmo Tavis programas
daaxasiaTebs rogorc satransporto saSualebe-
bis warmoebas. am SemTxvevaSi misia Zalian far-
Tod aris warmodgenili.
68
2) misia unda iyos mkafiod Camoyalibebuli da rea-
luri. dReisTvis ararealuri iqneba romelime qar-
Tuli samSeneblo kompaniis mier Tavisi misiis, ro-
gorc umsxviles msoflio samSeneblo kompaniad
gardaqmnisken miswrafebis, gansazRvra;
3) misias unda hqondes konkretuli da ara sareklamo xa-
siaTi. sawarmom Tavisi miznis (an miznebis) formulire-
bas safuZvlad unda daudos sxva kompaniebisganG ganmas-
xvavebeli, konkretuli niSan-Tvisebebi;
4) Tavisi SinaarsiT misiam unda ubiZgos muSakebs uke-
Tesad muSaobisken. maT unda igrZnon, rom sasargeb-
lo saqmianobiT arian dakavebulni. nebismieri sas-
wavleblis misia unda iyos Tanamedrove moTxovne-
bis Sesabamisi specialistebis momzadeba da ara
kursdamTavrebulTa raodenobis zrda da mogebis
miReba.
bevr sawarmos Tavis misiad miaCnia mogebis miReba, rac
arasworia. momgebianad muSaoba, ra Tqma unda, sawarmoTa
erT-erTi mizania, magram is ar aris misia. Tumca, nebismier
SemTxvevaSi, roca misia sworad aris formulirebuli, sa-
warmo momgebiania. henri fordma, romelic kargad erkveoda
mogebis mniSvnelobaSi, Tavisi kompaniis misia Camoayaliba
rogorc xalxis iafi transportiT uzrunvelyofa. misiis
aseTi saxiT formulirebam mas didZali mogeba moutana.
sawarmos misiis gansazRvris Semdeg ayalibeben damxmare
miznebsa da amocanebs, romelTa realizaciiTac miiRweva Zi-
riTadi mizani. miznebi da amocanebi unda iyos konkretuli,
gazomvadi, Sesrulebadi da drois gansazRvrul periodze
gaTvlili. miznebi da amocanebi ganisazRvreba marTvis cal-
keuli donisa da sawarmosTvis mniSvnelovani yvela sferos-
Tvis.
69
miznebisa da amocanebis gansazRvris Semdeg sawarmos
xelmZRvaneloba ayalibebs maT misaRwevad saWiro marketin-
gul strategiebs.
marketingul strategiebSi igulisxmeba principuli
xasiaTis saSualo da grZelvadiani gadawyvetilebebi,
romlebze dayrdnobiTac warimarTeba saqmianoba dasaxu-
li miznebis misaRwevad.
amis Semdeg muSavdeba biznes-portfeli.
biznes-portfelSi igulismeba sawarmos profilis gan-
msazRvreli saqmianobisa da saqonlis saxeebi.
kargia iseTi biznes-portfeli, romelsac sawarmos
Zlieri da susti mxareebi SesabamisobaSi mohyavs bazris Se-
saZleblobebTan. am mizniT xorcieldeba biznes-portfelis
analizi, romelic strategiuli dagegmvis safuZvelia. ana-
lizis procesSi fasdeba sawarmos saqmianobis yvela saxe,
yvela saqoneli. amiT gamovlindeba ufro rentabeluri da
wamgebiani saqmianobis saxeebi da saqoneli. analizis Sedege-
bis mixedviT miiReba gadawyvetileba sawarmos ganviTarebis
perspeqtivebze, e.i. gadawydeba Tu saqmianobis romel saxeSi,
romel saqonelze daabandos sawarmom resursebi, romeli
Sekvecos an saerTod uari Tqvas masze.
sawarmom saqmianobis analizi SeiZleba ganaxorcielos
sam doneze. filip kotleri ganasxvavebs intensiuri, integ-
raciuli da diversifikaciuli zrdis SesaZleblobebs (ix.
cxrili 3.1).
intensiuri zrda maSinaa SesaZlebeli da gamarTlebu-
li, roca arsebuli bazrebis SesaZleblobebi mTlianad ar
aris amoqmedebuli. am doneze sawarmos
cxrili 3.1*
*
Котлер Филип, Основы маркетинга. Кранкий курс, Пер. с анг. М.,
2003, ст. 530.
70
zrdis SesaZleblobebis ZiriTadi mimarTulebebi
intensiuri zrda integraciuli diversifikaciuli
zrda zrda
Rrmad SeRweva ba- regresiuli integ- koncentruli di-
zarze racia versifikacia
bazris sazRvrebis progresuli in- horizontaluri

gafarToeba tegracia diversifikacia
saqonlis srulyo- horizontaluri konglomeratuli
fa integracia diversifikacia
xelmZRvaneloba cdilobs Rrmad SeaRwios bazarze, gaafar-

Toos bazris sazRvrebi, srulyos saqoneli.
bazarze Rrmad SeRweva gulisxmobs saqonlis gayidvis
moculobis zrdis SesaZleblobebis gamovlenas ufro agresi-
uli marketingis daxmarebiT.
bazris sazRvrebis gafarToeba gamoixateba sawarmos
mcdelobaSi gaadidos gayidvis moculoba warmoebasa da rea-
lizaciaSi arsebuli saqonlis axali bazrebze SeRwevis
gziT.
saqonlis srulyofaSi igulisxmeba sawarmos mcdeloba
gazardos gayidvis moculoba axali saqonlis SeqmniTa da
arsebul bazrebze danergviT.
im SemTxvevaSi, roca saqmianobis calkeul saxes myari
pozocia aqvs da SesaZlebelia damatebiTi Semosavlis miReba
dargis SigniT manevrirebis gziT, mimarTaven integraciul
zrdas, romelic, Tavis mxriv, sami saxisaa: regresiuli,
progresuli da horizontaluri.
regresiuli integracia gamoixateba sawarmos mcdelo-
baSi Seisyidos mimwodeblis sawarmoebi an ufro mkacri kon-
troli daawesos maTze.
71
progresuli integracia gulisxmobs sawarmos mcdelo-
bas Seisyidos ganawilebis sistema an daawesos mkacri kon-
troli masze.
horizontaluri integraciis dros sawarmoebi Seisyi-
dian rig konkurent sawarmoebs an aZliereben kontrols
maTze.
diversifikaciuli zrdis SesaZleblobebis gamoyenebas
sawarmoebi maSin mimarTaven, roca dargi ar iZleva Semdgomi
zrdis saSualebas an dargis gareT ufro mimzidvelad eCve-
nebaT saqmianobis gagrZeleba. kapitalis dabandebis axali
sferoebis gamoZebnisas sawarmo, rogorc wesi, cdilobs ga-
moiyenos dagrovebuli gamocdileba an gamoZebnos naklovane-
bebis gamosworebis gzebi.
diversifikaciuli zrdac SeiZleba iyos sami saxis:
koncentruli, horizontaluri da konglomeratuli.
koncentruli diversifikaciis dros sawarmoebi Tavi-
anT sasaqonlo nomenklaturas avseben saqonliT, romelic
maT saqonels hgavs teqnikuri da marketinguli Tvalsazri-
siT. am saqonliT sawarmos saSualeba eZleva moizidos axa-
li momxmareblebi.
horizontaluri diversifikaciis dros sasaqonlo no-
menklatura ivseba saqonliT, romelic arafriT ar hgavs ar-
sebul saqonels, magram mosalodnelia am saqonliT sawarmos
momxmareblebis daintereseba.
konglomeratuli diversifikacia iTvaliswinebs iseTi
saqonlis warmoebas an realizacias, romelic arc teqnolo-
giiT da arc momxmarebelTa bazrebiT ar hgavs sawarmos sa-
qonels. konglomeratuli diversifikacia Zalian sariskoa.
advilad SesaZlebelia sawarmom sworad ver airCios saqone-
li an saqmianobis axali saxe, ramac, bunebrivia, mas SeiZleba
didi zarali moutanos da gaakotros kidec.
72
3.3. marketingis gegma – biznes-gegmis Semadgeneli nawili
sawarmos ganviTarebis perspeqtivebi kompleqsurad Se-
fasdeba biznes-gegmaSi, romelsac adgenen drois garkveuli
periodisTvis dasaxuli miznis (an miznebis) misaRwevad. sa-
warmo biznes-gegmaSi ayalibebs mTel rig amocanebs, romelTa
Sesrulebis gziTac miiRweva dasaxuli mizani.
biznes-gegmis oficialuri savaldebulo struqtura ar
arsebobs, Tumca, yvelaze ufro xSirad biznes-gegma moicavs
3.2. naxazze mocemul qvedanayofebs.
biznes-gegmis satitulo furcelSi, rogorc wesi, mo-
cemulia sawarmos sruli dasaxeleba, misamarTi, sxva rekvi-
zitebi, proeqtis Rirebuleba, mis sarealizaciod saWiro
saxsrebis moculoba, miRebis wyaroebis CvenebiT.
Sesaval nawilSi satitulo furcelTan SedarebiT uf-
ro detalurad unda daxasiaTdes sawarmos saqmianoba, pro-
duqti an momsaxureba, moTxovnis arsebuli mdgomareoba da
mosalodneli cvlilebebi, proeqtis perspeqtiuloba, saWiro
investiciebi da maTi gamoyenebis mimarTulebebi, proeqtis
momzadebis vada.
qvedanayofSi – dargSi Seqmnili mdgomareobis analizi-
daxasiaTebulia gayidvis dinamika, faswarmoqmnis tendenciebi,
konkurentebi, momxmareblebi, produqtis axali saxeebi,
cvlilebebi teqnologiaSi, ekologiuri sakiTxebi, biznesis
maregulirebeli kanonebi, momxmarebelTa uflebebis dacva,
perspeqtiuli sabazro SesaZleblobebi.
proeqtis ZiriTadi idea Camoyalibebulia qvedanayofSi-
proeqtis arsi. konkretulad gegmis am nawil-
satitulo furceli
a
Sesavali nawili
m
73
dargSi Seqmnili mdgomareo-
ge
g
bis analizi
proeqtis arsi
-
marketingis gegma
s
sawarmoo gegma
e
saorganizacio gegma
n
riskebis gegma
z
safinanso gegma
i
danarTebi
b
nax. 3.2. biznes-gegmis sarekomendacio struqtura
Si gadmocemulia sawarmos ZiriTadi miznebi da maTi miRwe-

visTvis saWiro pirobebi, produqtis daxasiaTeba teqnikuri
TvalsazrisiT, proeqtis sarealizaciod mzadyofnis mdgoma-
reoba, sawarmos adgilmdebareoba, proeqtis saerTo Rirebu-
leba.
sawarmoo gegmaSi mocemuli unda iyos sawarmoo sim-
Zlavreebze saerTo moTxovnileba da struqtura, maTi mo-
dernizaciis aucilebloba, axali simZlavreebis amoqmedebis
vadebi, kapitaldabandebaTa moculoba, teqnologiuri proce-
si, konkretuli partniorebi da maTTan TanamSromlobis pi-
robebi; mowyobilobebi da maTi SesaZlo momwodeblebi, SeZe-
nis xarjebi, sawarmoo farTobi da misi gazrdis SesaZleb-
lobebi, nedleulze moTxovnileba da misi SesaZlo momwo-
74
deblebi, maTTan kontraqtis arseboba, momwodeblebis sabo-
loo SerCevis dasabuTeba, produqtis TviTRirebuleba.
saorganizacio ganyofilebaSi unda daxasiaTdes sawar-
mos organizaciul-samarTlebrivi forma, marTvis organiza-
ciuli struqtura, xelmZRvaneli muSakebis biografia, ga-
mocdileba, movaleobebi, sakadro politika, Sromis anazRau-
rebis mdgomareoba da a.S.
riskebis Sefasebis qvedanayofSi Camoyalibdeba is Se-
saZlo problemebi, romelTac SeiZleba Seejaxos sawarmo mo-
cemuli konkretuli proeqtis realizaciis procesSi. aseTi
problemebi SeiZleba Seiqmnas konkurentebTan urTierTobaSi
samarTlebrivi normebis cvlilebebis, fors-maJoruli mov-
lenebis gamo, politikuri eqscesebiT da a.S. biznes-gegmis am
nawilSi unda ganisazRvros araxelsayreli faqtorebis arse-
bobis SemTxvevisTvis gasatarebeli RonisZiebebi.
safinanso qvedanayofi Semosavlebisa da gasavlebis
krebsiTi balansia, romlis safuZvlzec ganisazRvreba sawar-
mos momgebianoba.
biznes-gegmis erT-erTi mniSvnelovani qvedanayofia marke-
tingis gegma, romelSic bazris kompleqsuri gamokvlevis,
faswarmoqmnis, saqonelmoZraobis, gasaRebis stimulirebis
sferoSi Catarebuli samuSaoebia mocemuli. nebismier SemTxve-
vaSi marketinguli politika saTanadod unda dasabuTdes. kar-
gi iqneba, Tu sawarmos politikis dasabuTebas konkurenti
firmebis saqmianobasTan Sedarebis Sedegebs daudeben safuZ-
vlad. magaliTad, fasis SemTxvevaSi, biznes-gegmaSi naCvenebi
unda iyos Tu produqtis romelma parametrebma ganapiroba Se-
darebiT maRali an dabali fasis daweseba.
marketingis wamyvani sazRvargareTeli specialistebis
SexedulebiT marketingis gegmas unda hqondes Semdegi saxe
(ix. cxrili 3.2.):
cxrili 3.2.
75
marketingis gegma
ganyofileba daxasiaTeba
reziume gegmis mokle mimoxilva mis arsSi xel-
mZRvanelobis swrafad garkvevisTvis
bazris mimdinare mdgomareoba monacemebi bazarze, saqonelze, konku-
rentebze da ganawilebis arxebze (marke-
tingauditis monacemebis mixedviT)
Swot-analizi konkurentebis Zlieri da susti mxaree-
bis, agreTve, im ZiriTadi SesaZleblobe-
bisa da saSiSroebebis daxasiaTeba, rom-
lebTanac kompanias eqneba Sexeba
amocanebi da problemebi kompaniis amocanebi gayidvis, bazris wi-
lis da mogebis gazrdis sferoebSi, ag-
reTve, problemebze, romelTac SeuZli-
aT gavlena moaxdinon maTi gegmebis Ses-
rulebaze
marketingis strategia saerTo marketinguli midgoma, romlis
safuZvelzec varaudoben dasaxuli amo-
canebis Sesrulebas
moqmedebaTa programa monacemebi imis Sesaxeb Tu rogori nabi-
jebi unda gadaidgas, vis mier, rodis
da rogori iqneba maTi Rirebuleba
biujeti Semosavlebis da gasavlebis analizi,
romlis safuZvelzec ganisazRvreba fi-
nansuri maCveneblebi
kontroli gegmebis Sesrulebis gamakontrolebeli
RonisZiebebi
wyaro: Армстронг Г., Вонг В., Котлер Ф., Сондерс Дж.
Основы маркетинга. Пер. с англ. М., 2007. с.118.
reziumes daniSnulebaa umaRlesi donis xelmZRvanelo-

bis swrafad garkveva gegmis sakvanZo sakiTxebSi.
ganyofilebaSi-bazris mimdinare mdgomareoba - unda da-
xasiaTdes miznobrivi bazari da kompaniis pozicia am bazar-
ze. es monacemebi miiReba kompaniis garemocvis, misi miznebisa
da strategiebis, maTi saqmianobis regularuli da yovel-
mxrivi Seswavlis safuZvelze. am ganyofilebaSi mocemulia
monacemebi bazarze, saqonelze, konkurentebze da saqonelmoZ-
raobis arxebze. swored am monacemebis bazaze unda aRweron
76
gegmis Semdgenlebma bazari mTlianad da Semadgeneli segmen-
tebis mixedviT, unda daaxasiaTon ZiriTadi konkurentebi da
saqonelmoZraobis arxebi.
ganyofileba- Swot-analizi - emyareba marketing-audi-
tis Sedegad miYebul monacemebs. maTze dayrdnobiT mokled
unda daxasiaTdes konkurentebTan SedarebiT kompaniis Zlie-
ri da susti mxareebi. unda ganisazRvros is mosalodneli
saSiSroebebi da SesaZleblobebi, romlebsac gegmis moqmede-
bis periodSi SeuZliaT gavlenis moxdena kompaniis saqmiano-
baze.
gegmis Semdegi ganyofilebaa amocanebi da problemebi.
is muSavdeba kompaniis Zlieri da susti mxareebis, mosalod-
neli SesaZleblobebisa da saSiSroebebis gansazRvris Semdeg.
jer unda dadgindes mizani, romelic miiRweva gegmis moqme-
debis periodSi, Semdeg amocanebi, romelTa Sesrulebac saWi-
roa dasaxuli mizanis misaRwevad, bolos ki is problemebi,
romelTac SeuZliaT Seaferxon dasaxuli miznis miRwevis
procesi.
ganyofilebaSi –marketinguli strategia _ mocemuli
unda iyos miznis misaRwevad saWiro marketinguli RonisZie-
bebis CamonaTvali. aqve naCvenebi unda iyos, Tu rogor gamoi-
yenebs kompania Tavis upiratesobebs miznobriv bazarze saqon-
lis gasayidad. kompaniam marketinguli strategia unda daa-
muSaos bazris yoveli miznobrivi segmentisTvis.
ganyofilebaSi_moqmedebaTa programa - marketinguli
strategia iRebs konkretuli samoqmedo gegmis saxes. marke-
tinguli gegmis am nawilma pasuxi unda gasces Semdeg kiT-
xvebs: ra unda gakeTdes? rodis unda gakeTdes? vin unda ga-
akeTos? ra daujdeba amis gakeTeba kompanias?
biujetis saSemosavlo nawilSi mocemulia gayidvis
moculobis prognozuli maCvenebeli da saSualo fasebi sa-
qonelze, sagasavlo nawilSi ki danaxarjebi produqtis war-
77
moebaze, ganawilebasa da marketingze. sxvaoba aris mogebis
prognozuli maCvenebeli. biujeti unda daamtkicos umaRles-
ma xelmZRvanelobam. damtkicebuli biujetis safuZvelze
kompaniebma unda Seadginon nedleulisa da masalebis Sesyid-
vis, marketinguli RonisZiebebis Catarebis gegmebi, unda gan-
sazRvron saStato erTeulebi.
gegmis Sesrulebis uzrunvelyofaSi didi roli kon-
trolis ganyofilebas akisria. kompaniebma unda gaakontro-
lon dasaxuli mizani (an miznebi) da misgan gamomdinare
amocanebi da biujetis aTvisebis mdgomareoba yovelTviurad
an yovelkvartalurad. es SesaZleblobas miscems kompaniis
xelmZRvanelobas mudmivad flobdnen kompaniaSi Seqmnili
mdgomareobis Sesaxeb informacias, rac problemebis Tavidan
acilebis SesaZleblobas droulad miscems.
biznes-gegma aucilebelad qvedanayofebis organuli er-
Tianoba unda iyos da ara maTi meqanikuri nakrebi. mxolod
am SemTxvevaSi gaxdeba SesaZlebeli dasaxuli miznis (an miz-
nebis) miRweva.
3.4. marketingis kontrolis arsi da ZiriTadi

damaxasiaTebeli niSnebi
marketingis kontrolSi igulisxmeba marketingis stra-

tegiisa da gegmebis, agreTve, maTi koreqtirebis RonisZiebe-
bis Sesrulebis mdgomareobis kompleqsuri gamokvleva.
marketingis kontrolis aucileblobas ganapirobebs
rigi mizezebi. jer erTi, SeuZlebelia Seiqmnas iseTi marek-
tinguli gegma, romelSic yvela mosalodneli cvlileba iq-
neba gaTvaliswinebuli. amis mizezi cvalebadi sabazro situ-
aciebi da katastrofebia. amitom saWiro xdeba gegmebis peri-
odulad gadamowmeba da dazusteba. meore, mxolod daSvebu-
li Secdomis droulad gamovlenis SemTxvevaSia SesaZlebeli
78
araxelsayreli Sedegebis Tavidan acileba, rac, Tavis mxriv,
miiRweva strategiisa da gegmebis Sesrulebis Sedegebis Se-
mowmebis gziT.
kontrolis mizani saerTod, da maT Soris marketingis
kontrolis mizanic, ar unda iqnes dayvanili strategiebidan
da gegmebidan gadaxris dafiqsirebaze. marketingis kontro-
lis mizania krizisuli situaciebis Tavidan acileba da da-
saxuli miznis (an miznebis) miRweva.
marketingis kontroli xorcieldeba ramdenime etapad.
Tavdapirvelad raodenobrivad afaseben winaswar dadgenili
maCveneblebis mixedviT strategiebisa da gegmebis Sesrule-
bas; Semdeg aanalizeben yovelgvar gadaxras gegmiuri maCve-
neblebidan; bolos xorcieldeba strategiebisa da gegmebis
koreqtireba.
kontrolis sistemis efeqtianobis da dasaxuli mizne-
bis miRwevis uzrunvelsayofad saWiroa, rom is akmayofileb-
des Semdeg ZiriTad moTxovnebs: hqondes strategiuli mimar-
Tuleba, Catardes droulad, iyos martivi da ekonomiuri.
marketingis kontrolis strategiuli mimarTuleba
niSnavs imas, rom Semowmebas unda daeqvamdebaros ara yvela
maCvenebeli, aramed mxolod isini, romelTac aqvT strategi-
uli daniSnuleba. cxadia, Tu sawarmos saqmianobis yvela
maCvenebeli da mis winaSe mdgomi yvela amocana Semowmdeba,
Tanac xSirad, kontroli xels ki ar Seuwyobs sawarmos mu-
SaobaSi, piriqiT, Seaferxebs mis saqmianobas.
daSvebuli Secdomebis droulad gamovlena da swrafi
reagireba maTze krizisuli situaciebis Tavidan acilebis
aucilebeli pirobaa.
kontrolis sistemis simartive uadvilebs kontroliT
dakavebul adamianebs mis arsSi safuZvlianad garkvevas, Sesa-
bamisad advildeba Semowmeba da gamovlenili gadaxrebis aR-
mofxvrisTvis RonisZiebebis SemuSaveba.
79
marketingis kontrolis sistemis ekonomiurioba gani-
sazRvreba kontrolze gaweuli danaxarjebis SedarebiT sa-
qonlis gayidvis moculobis da miRebuli mogebis sidideeb-
Tan. cxadia, danaxarjebis zrdis maCveneblebi unda CamorCe-
bodes realizaciis moculobis da mogebis zrdis maCveneb-
lebs.
3.5. marketingis kontrolis saxeebi
praqtikaSi marketingis kontrols aqvs operatiuli da

strategiuli xasiaTi.
operatiuli kontroli moicavs wliuri gegmebis Ses-
rulebis kontrols da momgebianobis kontrols. wliuri
gegmebis Sesrulebis kontrolis dros mimdinare saqmiano-
bis Sedegebs udareben wliuri gegmebis maCveneblebs da saWi-
roebis SemTxvevaSi axdenen gegmebis koreqtirebas. momgebia-
nobis kontroli xorcieldeba mTlianad sawarmos, agreTve,
calkeuli saqonlis, regionis, bazris, gasaRebis arxis mi-
xedviT.
strategiuli kontroli iTvaliswinebs ZiriTadi mar-
ketinguli strategiebis Sedarebas maTi Sesrulebis SesaZ-
leblobebTan. strategiuli kontroli xorcieldeba marke-
ting-auditis gziT, romelic iTvaliswinebs marketingis yve-
la ZiriTadi sferos da ara mxolod problemuris Semowme-
bas.
wliuri gegmebis Sesrulebis kontroli ganxiluli
unda iqnes rogorc procesi, romelic Sedgeba erTmaneTTan
logikurad dakavSirebuli oTxi etapisagan: gasakontrolebe-
li maCveneblebis gansazRvra, mimdinare saqmianobis Sedegebis
gazomva, mimdinare saqmianobis Sedegebis analizi, gegmebis
koreqtireba saWiroebis SemTxvevaSi (ix. nax.3.3.).
80
gasakontrolebeli maCveneblis
dadgena
mimdinare saqmianobis Sedegebis

gazomva
mimdinare saqmianobis Sedegebis

analizi
gegmebisa da dasaxurli RonisZiebebis

koreqtireba
nax. 3.3. wliuri gegmebis Sesrulebis

kontrolis procesi
wliuri gegmebis Sesrulebis kontrolis mizania umaR-

lesi da saSualo donis xelmZRvanelebis darwmuneba dasaxu-
li gegmebis SEesrulebis SesaZleblobaSi. am dros ikvleven
saqonlis realizaciis SesaZleblobebs, bazris wils, marke-
tingze danaxarjebsa da gasaRebis moculobas Soris Tana-
fardobas, momxmareblebTan urTierTobis mdgomareobas. ga-
mokvlevis Sedegebis mixedviT xorcieldeba gegmebis koreq-
tireba.
bazris SesaZleblobebis analizis dros adgenen faq-
tobrivi realizaciis maCveneblebs da aanalizeben maT dageg-
milTan mimarTebaSi. imavdroulad analizi tardeba calkeu-
li saqonlis, regionis, gasaRebis arxebis mixedviT. mxolod
realizaciis amsaxveli maCveneblebiT ar SeiZleba sawarmos
saqminobis srulyofilad daxasiaTeba konkurentebTan Sedare-
81
biT, radgan realizaciis moculoba SeiZleba gaizardos sa-
erTo- ekonomiuri pirobebis gaumjobesebiTac. saWiroa baz-
ris wilis sistematurad Semowmeba.
bazris wilis zrda maCvenebelia imisa, rom misi mdgo-
mareoba bazarze konkurentebTan SedarebiT myaria, Semcireba
ki sapirispiro mdgomareobaze miuTiTebs da moiTxovs sawar-
mos mier saswrafo RonisZiebebis gatarebas.
wliuri gegmebis kontrolis procesSi aucileblad
unda Seudardes erTmaneTs marketingze danaxarjebi da sa-
qonlis gasaRebis moculobis maCvenebelebi. gasaRebis dasaxu-
li moculobis misaRwevad saxsrebi Zalian didi odenobiT
ar unda daixarjos. aman SeiZleba sawarmo gakotrebamde mi-
iyvanos.
wliuri gegmebis Sesrulebis kontrolis dros metad
mniSvnelovania momxmareblebTan urTierTobis mdgomareobis
Semowmeba, radgan kmayofili momxmarebeli sawarmos efeqtia-
nad muSaobis aucilebeli pirobaa. momxmareblebTan urTier-
Tobas swavloben maTi saCivrebisa da winadadebebis ganxil-
viT, anketuri da paneluri gamokiTxvis CatarebiT.
momgebianobis kontroli xorcieldeba wliuri gegmebis
kontrolTan erTad. xSirad, sawarmos saqminobis specifiki-
dan gamomdinare, momgebianobis kontroli mimdinareobs cal-
keuli saqonlis, regionis, bazris segmentis, saqonelmoZrao-
bis arxebis mixedviT. aseTi midgomiT sawarmos saSualeba eZ-
leva ama Tu im regionSi, segmentze, saqonelze, saqonelmoZ-
raobis arxebSi gazardon, Sekvecon an igive doneze datovon
saqonlis gasaRebis moculoba.
momgebianobis kontrolis dros, pirvel rigSi, adgenen
xarjebs saqmianobis saxeebis mixedviT, Semdeg gansazRvraven
xarjebis mTlian sidides, bolos ki Semosavlebis da xarje-
bis Sedarebis gziT rogorc mTlianad sawarmos, ise saqmia-
nobis calkeuli sferos mixedviT angariSoben mogebas.
82
sawarmos marketinguli garemos, misi miznebisa da amo-
canebis, strategiebisa da mimdinare saqmianobis yovlismom-
cvel, sistematur da miukerZoebel Semowmebas, moulodneli
problemebis da SesaZleblobebis droulad gamosavlenad da
rekomendaciebis SesamuSaveblad maTi Tavidan acilebis an ga-
moyenebis mizniT, uwodeben marketing-audits.
marketing-auditi an marketingis revizia xorcieldeba
an sawarmos sakuTari sarevizio samsaxuris an kidev specia-
lizebuli organizaciebis mier saTanado anazRaurebis safuZ-
velze. marketing-auditis orive gza xasiaTdeba rogorc da-
debiTi, ise uaryofiTi mxareebiT. sawarmos sarevizio samsa-
xuris mier Catarebuli revizia iafi jdeba, magram muSakTa
mcire ricxovnebis gamo ar xerxdeba kompleqsuri reviziis
Catareba. amasTan, garemos SeCveul revizorebs uWirT miu-
kerZoebeli Sefaseba, radgan maTTvis Znelia SeCveul garemo-
Si naklovanebaTa danaxva. specializebuli samsaxuris mier
Catarebuli revizia sawarmos Zviri ujdeba, samagierod, ùc-
xo Tvali~ ukeTesad xedavs naklovan mxareebs, rac saqmiano-
bis ukeTesad warmarTvis SesaZleblobebs mkveTrad afarTo-
ebs.
marketingis revizia, filip kotleris azriT, unda Ca-
tardes Semdegi gegmiT:
83
marketingis sarevizio gegma
nawili I. marketinguli garemos revizia
makrogaremo
a) demografiuli faqtorebi
1) romeli ZiriTadi demografiuli movlenebi da
tendenciebi warmoadgenen firmisTvis mosalod-
nel saSiSroebebs an SesaZleblobebs?
2) ra RonisZiebebi dasaxa firmam am movlenebis da
tendenciebis sapasuxod?
b) ekonomikuri faqtorebi
1) Semosavlebis, fasebis, saSualebebis ekonomiis
da dakreditebis sferoebSi romeli ZiriTadi
movlenebi zemoqmedebs firmis saqmianobaze?
2) ra RonisZiebebs dasaxavs firma am movlenebisa
da RonisZiebebis sapasuxod?
g) bunebrivi faqtorebi
1) rogoria prognozebi firmisTvis aucilebeli
bunebrivi resursebisa da energiis Rirebulebasa
da xelmisawvdomobasTan damokidebulebiT?
2) rogori mRelvare mosazrebebi gamoiTqmis gare-
mos daWuWyianebis Tavidan acilebis saqmeSi
firmis rolze da rogor zomebs iRebs is amas-
Tan dakavSirebiT?
d) samecniero-teqnikuri faqtorebi
1) romel ZiriTad cvlilebebs ganicdis saqonlis
warmoebis teqnologia mocemul dargSi? rogo-
ri mdgomareobaa firmaSi am teqnologiebis
TvalsazrisiT?
84
2) romeli ZiriTadi msgavsi saqoneli SeuZlia
Secvalos am saqonelma?
e) politikuri faqtorebi
1) SemoTavazebuli kanonebidan romlebs SeuZliaT
gavlenis moxdena firmis marketingul strate-
giasa da taqtikur qmedebebze?
2) saerTo saxelmwifoebrivi masStabiT, Statis
doneze an adgilobriv doneze romel saqmiano-
bas unda vadevnoT Tvalyuri guldasmiT? gare-
mos daWuWyianebasTan brZolis, samuSaoze daqi-
ravebisas Tanasworobis uzrunvelyofis, saqone-
lis usafrTxoebis uzrunvelyofis, reklamis,
fasebis kontrolis da a.S. sferoebSi mimdinare
movlenebidan ram SeiZleba imoqmedos firmis
marketingul strategiaze?
v) kulturuli faqtorebi
1) rogoria sazogadoebis damokidebuleba mewarme-
obisa da firmis mier gamoSvebuli saqonlis
mimarT?
2) momxmarebelTa cxovrebis wesSi da warmodgeneb-
Si, agreTve, mewarmeobis sferoSi momxdari ro-
meli cvlilebebi exeba firmis saqmianobas?
mikrogaremo
a) bazrebi
1) ra xdeba bazrebis sididesTan, maT zrdasTan, ge-
ografiul ganawilebasTan da SemosavlianobasTan
dakavSirebiT?
2) ras warmoadgens bazris ZiriTadi segmentebi?
b) klientura
85
1) rogoria arsebuli da potenciuri SemkveTebis Se-
xedulebebi firmis da misi konkurentebis reputa-
ciaze, SeTavazebul saqonelze da momsaxurebaze,
savaWro aparatsa da fasebze?
2) rogor iReben yidvaze gadawyvetilebas sxvadasxva
segmentis SemkveTebi?
g) konkurentebi
1) vin arian ZiriTadi konkurentebi? rogoria maTi
amocanebi da strategiebi, Zlieri da susti mxa-
reebi, maTi bazris wilis maCveneblebi?
2) rogori tendenciebi imoqmedebs momavalSi konku-
renciaze da saqonlis Semcvlelebis gavrceleba-
ze?
d)ganawilebis sistema da dilerebi
1) ras warmoadgens ZiriTadi savaWro arxebi, romel-
Ta meSveobiTac saqoneli dayavT momxmareblamde?
2) rogoria sxvadasxva savaWro arxis efeqtianobis
done da zrdis potenciali?
e) mimwodeblebi
1) rogoria warmoebis saWiroebisTvis ZiriTadi re-
sursebis uwyveti momaragebis perspeqtivebi?
2) rogori tendenciebia mimwodeblebs Soris gayid-
vis organizaciis sqemebTan mimarTebaSi?
v) damxmare da marketinguli organizaciebi
1) rogoria prognozebi satransporto momsaxurebis
xelmisawvdomobisa da fasebisgan damokidebule-
biT?
2) rogoria prognozebi sasawyobo momsaxurebis xel-
misawvdomobisa da fasebisgan damokidebulebiT?
3) rogoria prognozebi dafinansebis xelmisawvdomo-
bisa da fasebisgan damokidebulebiT?
86
4) ramdenad efeqtianad muSaobs sareklamo saagento?
z) sakontaqto auditoriebi
1) romeli sakontaqto auditoria uqmnis firmas ama
Tu im SesaZleblobebs an problemebs?
2) ra zomebs iRebs firma efeqtiani muSaobis uzrun-
velsayofad yovel calke aRebul sakontaqto
jgufTan?
nawili II. marketingis strategiis revizia

a) firmis saqmianobis programa
1) mkafiod aris firmis programa orientirebuli
sabazro saqmianobaze? realuria is?
b) marketingis amocanebi da miznebi
1) gadmocemulia Tu ara firmis da misi marketingis
amocanebi mkafiod Camoyalibebuli miznebis saxiT,
rac daexmareba xelmZRvanelobas marketingis da-
gegmvasa da miRweuli Sedegebis gazomvaSi?
2) Seesabameba Tu ara marketinguli amocanebi firmis
realur konkurentul mdgomareobas, mis resur-
sebs da SesaZleblobebs?
g)strategia
1) ras warmoadgens marketingis fuZemdebluri stra-
tegia, romelic mowodebulia uzrunvelyos dasa-
xuli amocanebis miRweva? dasabuTebulia Tu ara
is?
2) sakmarisia Tu ara (an Zalian bevria) gamoyofili
saSualebebi dasaxuli marketinguli amocanebis
gadasawyvetad?
3) optimalurad aris Tu ara ganawilebuli marke-
tinguli resursebi bazris segmentebis, gasaRebis
teritoriebisa da saqonlis mixedviT?
87
4) optimalurad aris Tu ara marketinguli resurse-
bi ganawilebuli marketingis kompleqsis iseTi Zi-
riTadi Semadgenlebis mixedviT, rogoricaa sa-
qonlis xarisxi, servisi, savaWro aparati, rekla-
ma, stimulireba, ganawilebis sistema?
nawili III. marketingis samsaxurebis organizaciis revizia

a) formaluri struqtura
1) aqvs Tu ara marketingis samsaxuris xelmZRvanels
sakmarisi Zalaufleba firmis saqmianobis saz-
RvrebSi imisTvis, rom gavlena moaxdinos klien-
tebis moTxovnilebebis dakmayofilebaze?
2) optimaluria Tu ara marketinguli saqmianobis
struqturuli organizacia funqciebis, saqonlis,
saboloo momxmareblis da teritoriebis mixedviT
danawilebis TvalsazrisiT?
b) funqciuri efeqtianoba
1) kargad aris Tu ara kavSiri damyarebuli da yo-
veldRiuri samuSao urTierTobebi marketingisa da
gasaRebis samsaxurebs Soris?
2) efeqtianad muSaobs Tu ara sistema saqonlis
mmarTvelebis meSveobiT? SeuZliaT Tu ara saqon-
lis mmarTvelebs dagegmon ara marto gayidvis mo-
culoba, aramed mogebac?
3) aris Tu ara marketingis samsaxurSi specialiste-
bis jgufi, romelic saWiroebs damatebiT swavle-
bas, damatebiT motivacias, damatebiT kontrols
an maTi saqmianobis damatebiT Sefasebas?
4) arsebobs Tu ara marketingsa da sawarmoo, samec-
niero-kvleviT, Sesyidvis an safinanso sferoebs
88
Soris urTierTobaSi iseTi problemebi, romlebic
moiTxoven gansakuTrebul yuradRebas ?
nawili IV. marketingis sistemebis revizia

a) marketinguli informaciis sistema
1) uzrunvelyofs Tu ara marketinguli informaciis
Sekrebis sistema zusti, sakmaod sruli da aqtua-
luri monacemebis miRebas bazarze mimdinare mov-
lenebze?
2) firmis xelmZRvanelebi sakmarisi zomiT iyeneben
Tu ara marketinguli gamokvlevebis Sedegebs?
b) marketingos dagegmvis sistema
1) kargad aris mofiqrebuli da sakmaod efeqtiania
Tu ara marketingis dagegmvis sistema?
2) xarisxianad tardeba Tu ara gasaRebis prognozi-
rebis da bazris potencialis gazomvis samuSaoe-
bi?
g) marketingis kontrolis sistema
1) saTanado donezea Tu ara Cafiqrebuli marketin-
gis kontrolis sistema imisTvis, rom misi daxma-
rebiT SesaZlebeli gaxdes wliuri gegmiT gansaz-
Rvruli amocanebis Sesrulebis maCveneblebis ut-
yuarad dadgena?
2) periodulad atarebs Tu ara xelmZRvaneloba sa-
qonlis, bazrebis, gasaRebis teritoriebis da sa-
qonelmoZraobis arxebis analizs?
3) regularulad tardeba Tu ara marketinguli xar-
jebis analizi?
d) axali saqonlis damuSavebis sistema
89
1) sakmaod kargad aris Tu ara firma organizebu-
li axali saqonlis Sesaxeb ideebis Sekrebis,
generirebis da SerCevis TvalsazrisiT?
2) atarebs Tu ara firma axali saqonlis Canafiq-
ris sakmaod srul gamokvlevas, warmoebis da
gasaRebis SesaZleblobebis sakmaod srul ana-
lizs axali ideebis gansaxorcieleblad kapi-
taldabandebaTa gamoyofamde?
3) atarebs Tu ara firma sabazro pirobebSi sa-
qonlis sakmaod srul gamokvlevas da Semowme-
bas siaxlis gayidvaSi gaSvebamde?
nawili V. marketingis Sedegianobis revizia

a) momgebianobis analizi
1) rogoria firmis sxvadasxva saqonlis, misi bazre-
bis, gasaRebis teritoriebisa da ganawilebis ar-
xebis momgebianoba?
2) unda mokidos Tu ara xeli firmam romelime axal
segments, unda gaafarTovos Tu unda Sekvecos
romeliRac segmenti an datovos romelime seg-
menti da rogor aisaxeba es gadawyvetileba moge-
baze moklevadian da grZelvadian gegmaSi?
b) danaxarjebis efeqtianobis analizi
1) dakavSirebulia Tu ara marketinguli saqmiano-
bis calkeuli saxeebi gadametebul danaxar-
jebTan? SeiZleba Tu ara zomebis miReba maT
Sesamcireblad?
nawili VI. marketingis funqciuri Semadgenlebis revizia

a) saqoneli
90
1) rogori amocanebi dgas saqonlis konkretuli
asortimentuli jgufis winaSe? dasabuTebulia
Tu ara amocanebi? pasuxobs Tu ara arsebuli
asortimenti maT winaSe mdgom amocanebs?
2) moixsnas Tu ara saqoneli warmoebidan TandaTano-
biT?
3) aris Tu ara axali saqoneli, romliTac Rirs
asortimentis Sevseba?
4) mogvcems Tu ara dadebiT Sedegebs romelime sa-
qonlis xarisxis, Tvisebebis an garegani gaforme-
bis Secvla?
b) fasi
1) rogoria faswarmoqmnis amocanebi, politika,
strategia da meTodika? ra zomiT gamomdinareobs
fasebi TviTRirebulebis, moTxovnis parametrebi-
dan da konkurentuli situaciebis Taviseburebebi-
dan?
2) Seesabameba Tu ara, klientebis azriT, firmis fa-
sebi misi miwodebis Rirebulebas?
3) efeqtianad iyenebs Tu ara firma safaso stimuli-
rebas?
g)saqonelmoZraoba
1) ras warmoadgens saqonelmoZraobis amocanebi da
strategia?
2) sakmarisad aris Tu ara bazari dakavebuli da sak-
marisi aris Tu ara SeTavazebuli servisi?
3) Rirs Tu ara dafiqrdes firma distributorebis,
savaWro agentebis da personaluri gayidvis meTo-
debis gamoyenebis masStabebis Secvlaze romelimes
sasargeblod?
d) reklama, gasaRebis stimulireba, sazogadoebasTan ur-
TierToba
91
1) rogoria firmis reklamis amocanebi? dasabuTebu-
lia Tu ara isini?
2) optimaluria Tu ara reklamis xarjebi? rogor
muSavdeba reklamis biujeti?
3) efeqtiania Tu ara sareklamo gancxadebebis Tema-
tika da teqsti?
4) sakmaod mofiqrebulad irCeven Tu ara sareklamo
saSualebebs?
5) efeqtianad sargeblobs Tu ara firma gasaRebis
stimulirebis RonisZiebebiT?
6) aqvs Tu ara firmas sazogadoebrivi azris formi-
rebis kargad mofiqrebuli programa?
e) gasaRebis samsaxuri
1) rogori amocanebi dgas firmis gasaRebis samsa-
xuris winaSe?
2) sakmarisia Tu ara am samsaxurSi dasaqmebulTa
raodenoba firmis winaSe mdgomi amocanebis ga-
dasawyvetad?
3) sworia Tu ara firmaSi gasaRebis samsaxuris
specializacia (gasaRebis teritoriebis, bazre-
bis, saqonlis mixedviT)?
4) flobs Tu ara gasaRebis samsaxuri maRal mora-
lur suliskveTebas, unars da gulmodginebas?
5) saTanadod aris Tu ara mofiqrebuli normebis
dadgenis da miRweuli Sedegebis Sefasebis me-
Todika?
6) rogor unda Sefasdes firmis gasaRebis samsaxu-
ri konkurentebis Sesabamis samsaxurebTan Seda-
rebiT?
III TavSi gamoyenebuli marketinguli terminebi
92
marketingis strategiuli gegma
marketinguli strategia
intensiuri zrdis SesaZleblobebi
integraciuli zrdis SesaZleblobebi
diversifikaciuli zrdis SesaZleblobebi
Rrmad SeRweva bazarze
bazris sazRvrebis gafarToeba
saqonlis srulyofa
regresiuli integracia
progresuli integracia
horizontaluri integracia
koncentruli diversifikacia
horizontaluri diversifikacia
konglomeratuli diversifikacia
Swot-analizi
marketingis strategia
marketingis kontroli
marketing-auditi
marketingis revizia
marketingis sarevizio gegma
93
reziume
marketingis efeqtianobis uzrunvelyofaSi did rols

asrulebs dagegmva, romelSic igulisxmeba strategiuli da
taqtikuri gegmebis Sedgenisa da Sesrulebis procesi.
marketingis dagegmva ori saxisaa: strategiuli da taq-
tikuri.
strategiul dagegmvaSi igulisxmeba sawarmos miznebsa
da maTi miRwevis potenciur SesaZleblobebs Soris Sesabami-
sobis Seqmnisa da SenarCunebis mmarTvelobiTi procesi. taq-
tikuri dagegmva gulisxmobs im konkretul qmedebebs, ro-
melTa ganxorcielebiTac miiRweva strategiuli gegmiT gan-
sazRvruli amocanebi.
strategiuli dagegmvis procesi moicavs oTx etaps: sa-
warmos misiis formulireba, miznebisa da amocanebis gansaz-
Rvra, biznes-portfelis Sedgena, zrdis strategiis SerCeva.
sawarmos misiaSi igulisxmeba is Tavdapirveli mizani, ris-
Tvisac Seiqmna sawarmo. misiis safuZvelze ganisazRvreba
marTvis calkeuli donisa da sferosTvis miznebi da amoca-
nebi, romelTa praqtikuli gadawyvetac uzrunvelyofs misiis
miRwevas. amis Semdeg muSavdeba biznes-portfeli, romelic
gulisxmobs sawarmos profilis ganmsazRvreli saqmianobis
da saqonlis saxeebs. marTvis procesis bolo etapze gani-
sazRvreba sawarmos zrdis SesaZleblobebi intensiur, integ-
raciul da diversifikaciul doneebze. intensiuri zrdis
SesaZleblobebs iyeneben maSin, roca arsebuli bazrebis Se-
saZleblobebi mTlianad ar aris amoqmedebuli. intensiuri
zrdis SesaZleblobebSi Sedis Rrmad SeRweva bazarze, baz-
ris sazRvrebis gafarToeba da saqonlis srulyofa. integra-
ciuli zrdis SesaZleblobebs sawarmoebi iyeneben maSin, ro-
ca saqmianobis calkeuli saxis mixedviT myari pozicia aqvT
bazarze da SesaZlebelia damatebiTi Semosavlebis miReba
94
dargis SigniT manevrirebis gziT. ganasxvaveben regresiul,
progresul da horizontalur integracias. diversifikaciu-
li zrdis SesaZleblobebs sawarmoebi mimarTaven maSin, roca
dargi aRar iZleva zrdis saSualebas. diversifikaciuli
zrda SeiZleba iyos sami saxis: koncenrtuli, horizontalu-
ri da konglomeratuli.
am TavSi garkveuli adgili ukavia marketingis gegmis,
rogorc biznes-gegmis erT-erTi nawilis, daxasiaTebas. marke-
tingis gegma, specialistebis azriT, unda moicavdes Semdeg
qvedanayofebs: reziume, bazris mdgomareobis analizi, Swot-
analizi, amocanebi da problemebi, marketingis strategia,
moqmedebaTa programa, biujeti, kontroli.
marketinguli saqmianobis efeqtianobis uzrunvelyofaSi
mniSvnelovan rols asrulebs kargad organizebuli kontro-
lis sistema. marketingis kontrolis efeqtianobisTvis auci-
lebelia, rom is iyos strategiuli xasiaTis, Catardes
droulad, iyos martivi da ekonomiuri. marketingis kontro-
lis mizania krizisuli situaciebis Tavidan acileba da da-
saxuli miznis miRweva da ara gegmiuri maCveneblebidan ga-
daxris dafiqsireba. praqtikaSi xorcieldeba operatiuli
da strategiuli kontroli. operatiul kontrolSi Sedis
wliuri gegmebis Sesrulebis da momgebianobis kontroli.
strategiuli kontrolis mizania ZiriTadi marketinguli
strategiebis Sedareba maTi MmiRwevis SesaZleblobebTan.
strategiuli kontroli xorcieldeba marketing-auditis,
anu marketingis reviziis saxiT. marketing-audits an TviTon
sawarmo axorcielebs sakuTari samsaxuris meSveobiT an ki-
dev specializebuli organizaciebi atareben miRebuli Sekve-
Tebis Sesabamisad da saTanado anazRaurebis pirobebSi.
95
Tavi 4. marketinguli garemo
IV Tavis swavlebis miznebi

1) marketingis mikro da makro garemos arsSi garkveva
da maTSi Semavali faqtorebis CamoTvla;
2) mikrogaremoze pirdapir moqmedi Zalebis zemoqmedebis
meqanizmis aRwera;
3) biznesis ganviTarebaze demografiul da ekonomikur
garemoSi momxdari cvlilebebis axsna;
4) marketingis ganviTarebaze moqmedi sakanonmdeblo ba-
zis daxasiaTeba;
5) myidvelobiT qcevaze kulturuli garemos gavlenis
aRwera;
6) marketingze samecniero-teqnikuri garemos ganviTare-
bis donis zemoqmedebis axsna;
7) bunebrivi garemos rolis axsna biznesis da Sesabami-
sad marketingis ganviTarebaSi. bunebrivi garemos dac-
vis aucileblobis gacnobiereba Bbiznesis ganxorcie-
lebis procesSi.
4.1. marketinguli garemos arsi da saxeebi
nebismieri sawarmo Tavis saqmianobas warmarTavs misgan

damoukideblad arsebuli Zalebisa da faqtorebis zemoqmede-
bis pirobebSi. isini sawarmoze zogjer dadebiTad moqmedeben
da farTo SesaZleblobebs uqmnian ukeTesad muSaobisTvis,
magram zogjer did safrTxesac warmoadgenen misTvis. amitom
saWiroa marketingis kompleqsis elementebi swored maTi
gavlenis gaTvaliswinebiT ganisazRvros. aseTi midgomis ga-
reSe sawarmo SeiZleba Zalian dazaraldes da gakotrdes ki-
96
dec an kidev saTanadod ver gamoiyenos ukeTesad muSaobis
realurad arsebuli SesaZleblobebi.
sawarmosgan damoukideblad arsebuli da mis saqmianoba-
ze uSualod an arapirdapir moqmedi subieqtebi da Za-
lebi, agreTve, TviTon sawarmo Tavisi qvedanayofebiT
da umaRlesi donis xelmZRvanelebiT, qmnian sawarmos
marketingul garemos (ix. nax .4.1.).
nax. 4.1. sawarmos marketinguli garemo
97
marketingis specialistebma Tvalyuri unda adevnon
marketinguli garemos cvlilebebs da miawodon xelmZRvane-
lebs swori gadawyvetilebis misaRebad aucilebeli informa-
cia arsebuli SesaZleblobebis gamoyenebis an mosalodneli
saSiSroebebis Tavidan asacileblad.
sawarmos marketinguli garemo or nawilad iyofa: mik-
rogaremo da makrogaremo, anu Sida da gare marketinguli
garemo.
mikrogaremoSi Sedis TviTon sawarmo Tavisi qvedanayo-
febiT (marketingis, sawarmoo, gasaRebis, samecniero-kvlevi-
Ti, safinanso, materialur-teqnikuri momaragebis, buRalte-
ria) da umaRlesi donis xelmZRvanelebiT, agreTve, mis saq-
mianobaze moqmedi ZalebiT, kerZod, momwodeblebiT, momxma-
reblebiT, konkurentebiT, SuamavlebiT, sakontaqto audito-
riiT.
marketingis qvedanayofis saqmianobis efeqtianoba uSua-
lod aris damokidebuli sxva qvedanayofebTan kavSirurTier-
Tobis xarisxze, radgan isini erT mizans-momxmarebelTa moT-
xovnis Sesabamisi saqonlis warmoebasa da realizacias- emsa-
xurebian. rac ufro mWidro kavSiri myardeba maT Soris, miT
maRalia saerTo miznis miRwevis albaToba. marTalia, saqo-
neli uSualod sawarmoo qvedanayofis mier iqmneba, magram
is saTanadod ver daakmayofilebs momxmarebelTa moTxovni-
lebebs, Tu misi warmoebisa da realizaciis procesSi aqtiu-
rad ar CaerTo samecniero-kvleviTi, marketingis da gasaRe-
bis qvedanayofebi. saqonlis warmoebis da realizaciis pro-
cesis efeqtianobisTvis aucilebelia nedleuli, masalebi,
manqana-mowyobilobebi, finansebi, saTanado ganaTlebis mqone
kadrebi, riTac sawarmos Sesabamisi qvedanayofebi uzrunvel-
yofen. materialur-teqnikuri momaragebis qvedanayofis daniS-
98
nulebaa sawarmos momarageba saqonlis dasamzadeblad saWiro
nedleuliTa da masalebiT, manqana-mowyobilobebiT. safinanso
qvedanayofi awesrigebs fuladi saxsrebis moZraobas-mozid-
vas, dagrovebasa da gamoyenebas. kadrebis qvedanayofis daniS-
nulebaa saTanado profesiisa da ganaTlebis mqone specia-
listebis mozidva. finansuri resursebis moZraobis swori
aRricxvis gareSe SeuZlebelia sawarmos normalurad fun-
qcionireba. aRricxvas axorcielebs buRalteria.
makrogaremo Yyalibdeba sawarmosgan damoukideblad ar-
sebuli da mis saqmianobaze arapirdapir moqmedi demografiu-
li, kulturuli, ekonomikuri, politikur-samarTlebrivi,
samecniero-teqnikuri da bunebrivi faqtorebisgan. sawarmo
aRniSnul faqtorebze gavlenas ver axdens. es faqtorebi
zogjer arapirdapiri gziT Zlierad moqmedeben sawarmoTa
saqmianobaze. amitom saWiroa CamoTvlili faqtorebis zemoq-
medebis Seswavla da maTi moqmedebis gamo SesaZlo mosalod-
neli saSiSroebebis Tavidan asacileblad RonisZiebebis gata-
reba an arsebuli, magram sawarmosaTvis dafaruli, SesaZle-
bobebis droulad gamovlena da gamoyeneba bazarze konkuren-
tuli upiratesobebis mosapoveblad.
4.2. mikrogaremoze uSualod moqmedi faqtorebis daxa-

siaTeba
saqoneli da momsaxureba sawarmoebSi iqmneba da iyideba

momwodeblebis, momxmareblebis, konkurentebis, Suamavlebs,
sakontaqto auditoriis zemoqmedebis pirobebSi.
sawarmos momwodeblebia sxva sawarmoebi da kerZo pi-
rebi, romlebic sawarmos da mis konkurentebs amarage-
ben saqonlisa da momsaxurebis sawarmoeblad saWiro
materialuri, adamianiseuli da finansuri resursebiT.
99
materialur resursebs miekuTvneba: nedleuli da masa-
lebi, manqana-danadgarebi, energiis wyaroebi. maTi miwodebis
moculoba da struqtura damokidebulia sawarmos miznebsa
da amocanebze, bazarze Seqmnil mdgomareobaze, sawarmos fi-
nansur SesaZleblobebsa da sxva faqtorebze.
finansuri resursebia saqonlis an momsaxurebis sawar-
moeblad avansad gaRebuli fuladi kapitali.
adamianiseul resursebs miekuTvneba kadrebi, romelTa
profesionalizmi uSualod moqmedebs sawarmos saqmianobis
saboloo Sedegebze.
sxvadasxva dargis sawarmoebs erTmaneTisgan mkveTrad
gansxvavebuli materialuri resursebi esaWiroebaT. gansxva-
vebulia, agreTve, kadrebis profesiuli Semadgenlobac. ase,
magaliTad, samSeneblo kompaniam Tavisi saqmianobis gansaxor-
cieleblad unda Seisyidos rkina-betonis konstruqciebi,
aguri, cementi, sadenebi, CamrTvelebi da sxva masalebi. is
yidulobs, agreTve, satvirTo manqanebs, amweebs, sxvadasxva
saxis inventars da daproeqtebisTvis saWiro saqonels, qira-
obs saTanado ganaTlebis mqone specialistebs (inJinrebs, ar-
qiteqtorebs, ekonomistebs), kvalificiur da damxmare mu-
Sebs. sruliad gansxvavebuli materialuri resursebi da gan-
sxvavebuli kvalifikaciis kadrebia saWiro samkervalo sa-
warmos funqcionirebisTvis.
momwodeblebi metad mniSvnelovan rols asruleben ne-
bismieri dargis da sferos sawarmoTa saqmianobaSi. Tu mom-
wodebelma ar daicva xelSekrulebiT gaTvaliswinebuli pi-
robebi, ver SeZlo an ar moindoma miwodebis pirobebis dac-
va, sawarmo ver SeZlebs Tavisi momxmareblebis moTxovnile-
bebis dakmayofilebas. marketinguli qvedanayofi valdebulia
sistematurad daakvirdes momwodeblebis saqmianobas, Seiswav-
los maTi Zlieri da susti mxareebi, maTi finansuri mdgo-
mareoba. amis safuZvelze is Tavisi kompetenciis farglebSi
100
miiRebs gadawyvetilebebs an kidev mopovebul informacias
miawvdis umaRlesi donis xelmZRvanelobas momwodeblebis
SerCevis procesSi gamosayeneblad an ukve arsebul momwo-
deblebze saWiro zemoqmedebis mosaxdenad.
momwodeblebis SerCevaSi monawileoba sawarmos marke-
tinguli samsaxuris metad sapasuxismgeblo movaleobaa. Ser-
Ceva xorcieldeba momwodeblebis saqmianobis Sefasebis gziT,
saqmianoba ki fasdeba Semdegi maCveneblebiT: xelSekrulebiT
gaTvaliswinebuli vadebis dacva, mowodebuli saqonlis xa-
risxis Sesabamisoba dadgenil standartebTan an SeTanxmebul
pirobebTan, operatiuloba SemkveTis axali moTxovnilebebis
GgaTvaliswinebis saqmeSi, SeTanxmebuli fasebis dacva, dama-
tebiTi momsaxurebis aRmoCenis SesaZleblobebi. Tu sworad
SeirCa momwodebeli, didia albaToba imisa, rom sawarmo
ritmulad imuSavebs da dadgenili gegmebis Sesabamisad mom-
xmarebelTa moTxovnilebebis dakmayofilebas SeZlebs. amiT
izrdeba momxmareblebze sawarmos dadebiTi gavlenis done,
rac xels uwyobs SemdgomSi sawarmos warmatebiT funqcioni-
rebas.
momxmareblebi anu klientebi, sawarmos saqmianobaze
moqmedi ZiriTadi Zalaa. momxmareblebzea damokidebuli sa-
warmos mier warmoebuli da realizebuli produqciis asor-
timenti, xarisxi, raodenoba da fasi. sawarmos saqmianobis
efeqtianobis gasaRebi momxmareblebis interesebs eqvemdebare-
ba. momxmarebelTa moTxovnilebebis Seswavla sawarmos marke-
tinguli samsaxuris movaleobaa.
momxmareblebi arian is fizikuri da iuridiuli pirebi,
romlebic yiduloben da moixmaren mocemuli sawarmos
saqonels.
ganasxvaveben momxmareblebis Semdeg tipebs: fizikuri
pirebi, romlebic saqonels yiduloben individualuri moT-
xovnilebebis dasakmayofileblad; sxva sawarmoebi, romlebic
101
saqonels yiduloben warmoebis procesSi gamosayeneblad; Su-
amavlebi, romlebic saqonels yiduloben Semdgomi gayidvis
mizniT; saxelmwifo organizaciebi, romlebic saqonels iyene-
ben komunaluri momsaxurebis sferoSi da qvelmoqmedebis-
Tvis; saerTaSoriso bazris subieqtebi.
marketinguli Suamavlebi arian is sawarmoebi da fi-
zikuri pirebi, romlebic exmarebian mocemul konkre-
tul sawarmos saqonlis momxmareblisken gadaadgileba-
sa da gasaRebaSi.
Suamavlebs miekuTvnebian savaWro Suamavlebi, saqonel-
moZraobis organizaciis dargSi daspecialebuli sawarmoebi,
marketinguli momsaxurebis saagentoebi da safinanso-sakre-
dito dawesebulebebi.
saqonlis realizacia ZiriTadad savaWaro Suamavlebis
mier xorcieldeba. isini exmarebian kompanias momxmareblebis
gamoZebnaSi an TviTon yidian maT saqonels. savaWro Suamav-
lebs miekuTvnebian: biTumad da sacalod movaWreni, agentebi,
brokerebi, komivoiaJorebi, konsignantebi, distributorebi.
savaWaro Suamavlebis SerCeva ar aris advili. ganviTarebuli
Qqveynebisgan gansxvavebiT saqarTveloSi saqonlis momxmareb-
lamde gadaadgilebiT da uSualod gayidviT upiratesad mci-
re sawarmoebia dakavebuli. maT Sesaxeb umetesad saTanado
informaciac ar moipoveba imis gamo, rom xSirad icvlian
profils. amitom saimedo partnioris moZebna (saqonlis
momxmareblamde dasayvanad da gasayidad) Znelia. Tumca msxvi-
li kompaniebisgan gansxvavebiT mcire sawarmoebs ara aqvT Se-
saZlebloba Tavisi pirobebi ukarnaxon saqonlis mwarmoeb-
lebs.
saqonelmoZraobis organizaciis dargSi daspecialebuli
sawarmoebi uzrunvelyofen saqonlis moZraobas warmoebidan
momxmareblisken. isini saqonels inaxaven sawyobebSi da gada-
adgileben mas transportis meSveobiT momxmareblamde, pasu-
102
xismgeblobas kisruloben saqonlis Senaxvaze da gadazidvi-
sas optimaluri pirobebis dacvaze, tvirTis usafrTxoebaze.
am tipis sawarmoebs miekuTvneba sawyobebi da satransporto
firmebi. sawyobebi agroveben da inaxaven saqonels warmoebi-
dan momxmareblamde gadaadgilebis procesSi. satransporto
sawarmoebis tipi damokidebulia transportis saxeze. saqon-
lis gadazidvas axorcieleben rkinigziT, avtotransportiT,
aviaciiT, wylis transportiT da sxv. mwarmoeblebi da gam-
saReblebi, rogorc wesi, cdiloben gadazidvisas isargeblon
iafi transportiT ise, rom tvirTi ar daziandes da ar dai-
tacon.
marketinguli momsaxurebis saagentoebis daniSnulebaa
marketinguli kvlevebis Catareba miRebuli SekveTebis Sesa-
bamisad. marketinguli kvlevis FCasatareblad saagentos
mwarmoebeli sawarmo irCevs iq dasaqmebuli muSakebis kvali-
fikaciis, Sesrulebuli samuSaoebis xarisxis, fasis mixed-
viT. marketinguli momsaxurebis saagentoebTan erTad sawar-
moebs sxvadasxva saxis marketingul momsaxurebas uweven sa-
reklamo saagentoebi da marketingis sakonsultacio firmebi.
fasian sakonsultacio momsaxurebas sawarmo iyenebs maSin,
roca mas amisTvis ar hyofnis Zalebi an kidev Zviri ujdeba
marketinguli kvlevebis Catareba da saqonlis damoukideb-
lad reklamireba.
safinanso-sakredito dawesebulebebi, bankebi, sakredi-
to, sadazRvevo organizaciebi exmarebian sawarmos garigebaTa
dafinansebasa da gaweuli riskisgan dazRvevaSi. metad mniS-
vnelovania safinanso-sakredito dawesebulebebTan myari kav-
Siris damyareba. amiT sawarmo Tavidan aicilebs kreditis
moulodnel gaZvirebas, zogjer ki dakreditebis wyaros sa-
erTod dakargavs.
nebismieri sawarmo Tavis saqmianobas sabazro ekonomika-
Si konkurenciis pirobebSi axorcielebs.
103
konkurentebia is sawarmoebi, romlebic bazarze upi-
rispirdebian mocemuli konkretuli sawarmos saqonels
an momsaxurebas analogiuri saqonliT an momsaxurebiT.
sawarmos warmateba bazarze damokidebulia konkuren-
tebTan dapirispirebis unarsa da konkurenciul brZolaSi
upiratesobis mopovebaze. sawarmoebma marketingis strategia
unda gansazRvron konkurentuli garemos mixedviT, romelic
bazris tipis (wminda an srulyofili konkurenciis bazari,
wminda monopoliis bazari, monopolisturi konkurenciis ba-
zari, oligopolisturi konkurenciis bazari) Sesabamisad ya-
libdeba.
wminda konkurenciis bazari Tanamedrove pirobebSi iS-
viaTia. am bazarze iyideba erTgvarovani produqcia (soflis
meurneobis produqtebi, nedleuli), romlis momwodebelsac
myidvelisTvis ara aqvs arsebiTi mniSvneloba. bazarze mxo-
lod fasiseuli konkurenciaa. aseT pirobebSi minimaluria
sawarmos daintereseba marketinguli saqmianobiT.
monopolisturi konkurenciis bazarze msgavsi, magram
ara identuri saqonlis bevri gamyidvelia. fasiseul konku-
renciasTan erTad did rols asrulebs arafasiseuli faqto-
rebic, kerZod, xarisxi, gaformeba, reklama da sxva. marke-
tingis strategia emyareba produqciis diferencirebas da
bazris segmentacias.
wminda monopoliis pirobebSi bazarze erTi sawarmoa
gabatonebuli. is Tavis fass sTavazobs myidvels, romelic
iZulebulia iyidos saqoneli SeTavazebul fasebSi imis gamo,
rom bazarze ar aris konkurencia.
oligopoliis mTavari niSania bazarze ramdenime sawar-
mos gabatoneba. am dros konkurencia Zlieria. magram imav-
droulad sawarmoebi erTmaneTze arian damokidebulni. ba-
zarze iyideba rogorc erTgvarovani, e. i. standartuli sa-
qoneli, ise diferencirebuli, e. i. saxvadasxva parametris
104
mixedviT gansxvavebuli saqoneli. oligopolistur bazarze
mniSvnelovan rols asrulebs marketingi. sawarmo operatiu-
lad reagirebs marketingul garemoSi momxdar cvlilebebze.
konkurentul garemoze dakvirvebiT SesaZlebeli xdeba
konkurenciuli brZolis qmediTi meTodebisa da xerxebis
SerCeva da praqtikuli gamoyeneba.
bazris subieqtebTan kavSirs sawarmo amyarebs sakontaq-
to auditoriis meSveobiT.
sakontaqto auditorias Seadgenen is calkeuli pirebi
da sawarmoebi, romlTac realurad ainteresebT moce-
muli sawarmos saqmianoba da gavlenas axdenen mis
unarze - miaRwios dasaxul miznebs.
sakontaqto auditoriam SeiZleba xeli Seuwyos sawar-
mos saqmianobas bazarze an, piriqiT, Seaferxos misi funqci-
onireba. sakontaqto auditoria SeiZleba iyos saqvelmoqme-
do, saZiebo, sasurveli an arasasurveli. saqvelmoqmedoa is
auditoria, romelic dakavebulia qvelmoqmedebiT. saZieboa
auditoria, romlis yuradRebis miRwevasac cdilobs mocemu-
li sawarmo, magram amas yovelTvis ver axerxebs. aseTia, ma-
galiTad, masobrivi informaciis saSualebebi. sasurvelia au-
ditoria, romlis dainteresebasac cdilobs sawarmo imitom,
rom masze uSualod aris damokidebuli misi saqmianobis Se-
degebi. aseTia sawarmos saqmianobis mimarT dadebiTad ganwyo-
bili momxmarebelTa jgufi. arasasurvelia auditoria, rom-
lis yuradRebis mipyroba sawarmos interesebSi ar Sedis,
radgan is uaryofiTad aris ganwyobili sawarmosa da mis sa-
qonelze, magaliTad, negatiurad ganwyobili momxmareblebi.
arsebobs sakontaqto auditoriis Semdegi tipebi: finan-
suri wreebi, masobrivi informaciis saSualebebi, saxelmwi-
fo dawesebulebebi, moqalaqeTa sazogadoebrivi gaerTianebebi,
adgilobrivi sazogadoeba, mTeli sazogadoeba, sakuTari Ta-
namSromlebi.
105
finansur wreebs miekuTvneba bankebi, sainvesticio kom-
paniebi, safondo birJis sabrokero kantorebi, aqcionerebi.
isini gavlenas axdenen sawarmoSi kapitalis moZraobisa da
dagrovebis procesze.
masobrivi informaciis saSualebebia: gazeTebi, Jurnale-
bi, radio, televizia. isini avrceleben informacias sawarmo-
sa da mis saqonelze statiebis gamoqveynebiT, axali ambebis
gamocxadebiT, komentaris gakeTebiT da a.S. gavrcelebuli in-
formacia momxmareblebs da mTlianad sazogadoebas dadebi-
Tad an uaryofiTad ganawyobs mocemuli konkretuli sawar-
mos mimarT.
sawarmoebma aucileblad unda gaiTvaliswinon saxel-
mwifo sferoSi arsebuli mdgomareoba TavianTi saqmianobis
ganxorcielebisas.
moqalaqeTa sazogadoebriv gaerTianebebs miekuTvneba ma-
Ti surviliT Seqmnili sazogadoebrivi organizaciebi, ro-
melTa mizania momxmarebelTa interesebis, garemos dacva da
a.S. aseTebia: momxmarebelTa sazogadoeba, saTnoebis sazoga-
doeba, mwvaneTa gaerTianeba da sxv. moqalaqeTa sazogadoebri-
vi gaerTianebebis Sexedulebebis gamosavlenad da maTTan
kontaqtis dasamyareblad msxvili sawarmoebi qmnian sazoga-
doebrivi azris Semswavlel qvedanayofebs.
nebismieri sawarmos saqoneli iyideba konkretul sazo-
gadoebaSi, romelTanac kontaqti misTvis aucilebelia. amis
gareSe mas gauWirdeba adgilobriv bazarze gasvla.
mTeli sazogadoeba mocemuli konkretuli sawarmos-
Tvis ar warmoadgens organizaciul Zalas, magram Tu misi
damokidebuleba sawarmos saqmianobis mimarT uaryofiTia, is
ver SeZlebs efeqtianad muSaobas.
sakuTari TanamSromlebis dadebiTi ganwyoba sawarmos
mimarT xSirad vrceldeba sakontaqto auditoriis sxva saxe-
ebzec, rac aCqarebs saqonlis realizaciis process. amitom
106
nebismieri sawarmos xelmZRvaneloba unda ecados Seqmnas sa-
warmoSi dadebiTi moraluri klimati.
4.3. makrogaremoSi moqmedi ZiriTadi faqtorebi
marketingis makrogaremoSi moqmedi demografiuli, kul-

turuli, ekonomikuri, politikur-samarTlebrivi, samecnie-
ro-teqnikuri da bunebriv-klimaturi faqtorebis gavlena sa-
warmos saqmianobaze, marTalia,aSkarad ar Cans, magram rea-
lurad isini arsebiT gavlenas axdenen misi muSaobis Sede-
gebze.
marketingis yuradRebis centrSi, pirvel rigSi, demog-
rafiuli garemoa, vinaidan marketingis mizani momxmareblis
gamoZebna da misi moTxovnilebebis dakmayofilebaa, momxmare-
beli ki, upirveles yovlisa, mosaxleobaa. mosaxleobis erTi
nawilis mier iqmneba is saqonelic, romelic mocemul kon-
kretul sawarmos gamoaqvs bazarze gasayidad.
demografiul garemoSi mimdinare cvlilebebis amsaxvel
maCveneblebSi safuZvlianad garkvevis gareSe naklebad SesaZ-
lebelia bazarze efeqtianad muSaoba. mosaxleobis raodenoba
da sqesobriv-asakobrivi Semadgenloba, Sobadoba, sikvdilia-
noba, migracia, dasaqmeba, religiuri rwmena, ojaxebis raode-
noba da Semadgenloba, ojaxis sasicocxlo ciklis etapi is
ZiriTadi demografiuli maCveneblebia, romlebic met-nakle-
bi zomiT gavlenas axdenen sxvadasxva dargisa da sferos sa-
warmoTa saqmianobaze.
mosaxleobis raodenobis zrda, bunebrivia, ganapirobebs
moTxovnilebaTa zrdas. ZiriTadi moTxovnilebebi aucileb-
lad unda dakmayofildes. amis gareSe mosaxleobas fizikuri
ganadgurebis safrTxe daemuqreba, rac, Tavis mxriv, socia-
lur afeTqebas gamoiwvevs. mosaxleobis raodenobis Semcire-
bac axdens gavlenas sawarmoTa saqmianobaze. mosaxleobis ra-
107
odenobis SemcirebiT Sekvecili moTxovnilebebi, sxva Tanabar
pirobebSi, moiTxovs warmoebis Sekvecas an kidev axali baz-
rebis gamoZebnas.
mosaxleobis asakobrivi struqturis cvlileba gansxva-
vebulad moqmedebs ekonomikis sxvadasxva dargis ganviTareba-
ze. dRes saqarTvelos mosaxleobis asakobriv struqturaSi
warmoebis mTeli rigi dargebis ganviTarebisTvis arasasurve-
li cvlilebebi xdeba. gamoikveTa mosaxleobis daberebis
tendencia. amis mizezi, erTi mxriv, Sobadobis Semcireba da
sikvdilianobis zrda, meore mxriv, gare migraciis masStabe-
bis gafarToebaa. mosaxleobis Semosavlebi da, Sesabamisad,
misi myidvelobiTi unari Semcirda. aseT pirobebSi, cxadia,
mosaxleobis didi nawili mxolod pirveladi moTxovnilebis
saqonels yidulobs. amiT sxva daniSnulebis saqonlis war-
moebisa da realizaciis masStabebi mkveTrad mcirdeba.
Sobadobis Semcirebis gamo saqarTveloSi Semcirebulia
bavSvTa raodenoba. 1989 wlis dasawyisisTvis 0-14 wlis
asakis bavSvTa raodenoba mTeli mosaxleobis 24,8% iyo.
1996 wlis dasawyisisTvis es maCvenebeli 22,6, xolo 2000
wels 21,3%-s Seadgenda. 2006 wlisTvis 0-14 wlis asakis
bavSvebis xvedriTi wona mosaxleobis mTliani raodenobis
18,4% iyo. cxadia, aseT pirobebSi momavalSi Semcirdeba mo-
zardTa bazaric, romelic TiTqmis yovelTvis da yvela qve-
yanaSi gansakuTrebiT izidavs sawarmoTa xelmZRvanelobas.
mozardebi, ekonomikuri pirobebis miuxedavad, sxva asakobriv
jgufebTan SedarebiT saqonlis ufro aqtiur myidvelebad
rCebian.
mosaxleobis raodenobis da sqesobriv-asakobrivi
struqturis cvlilebebi aucileblad unda gaiTvaliswinon
sawarmoebma marketingis strategiis damuSavebisa da miznob-
rivi bazrebis SerCevis dros, vinaidan amas xSirad Sedegad
mosdevs cvlilebebi moTxovnilebebSi. erTi da imave saqon-
108
lis moxmareba sxvadasxva asakobriv jgufSi xSirad gansxva-
vebulia da zogjer radikaluradac ki.
saqonlis bevri saxis moxmareba dakavSirebulia ojaxe-
bis da ojaxebSi bavSvebis raodenobasTan. ojaxebis raodeno-
ba da Semadgenloba, Tavis mxriv, ukavSirdeba qorwinebaTa da
ganqorwinebaTa raodenobas. yovelive aRniSnuli mxedveloba-
Si unda miiRon marketingis strategiis gansazRvris dros.
dRes saqarTveloSi am mxriv araxelsayreli mdgomareobaa.
1980 welTan SedarebiT 2006 wels qorwinebaTa ricxvi 2,3-
jer, Semcirda. amave periodSi, ganqorwinebebic Semcirebis
tendenciiT xasiaTdeba, rac dadebiTad unda Sefasdes. saqar-
TeloSi izrdeba im adamianTa ricxvic, romlebic erTmaneT-
Tan registrirebuli qorwinebis gareSe cxovroben. ganqorwi-
nebulebi, qvrivebi da registrirebul qorwinebaSi armyofi
pirebi saqonlis yidvis da moxmarebis TvalsazrisiT Seadge-
nen momxmarebelTa specifikur jgufebs. martomcxovreb ada-
mianebs sWirdebaT SedarebiT mcire zomis bina, wvrilad da-
fasoebuli kvebis produqtebi da a.S.
realizebuli saqonlis saxeebi da saxesxvaobebi uSua-
lod aris damokidebuli xalxis ganaTlebis doneze. norma-
lur pirobebSi ganaTlebis donis amaRleba zrdis moTxovni-
lebas maRalxarisxovan saqonelze, wignebze, kulturuli da-
niSnulebis sagnebze, dasvenebasa da mogzaurobaze.
kulturul garemoSi momxdari cvlilebebic axdenen
gavlenas biznesis ganviTarebaze. adamianebi ibadebian da iz-
rdebian konkretul sazogadoebaSi, romelic ayalibebs maT
ZiriTad Sexedulebebs, faseulobebs da qcevis normebs da
amis Sesabamisad gansazRvrul moTxovnilebebs. cxovrebaSi
ganasxvaveben pirvelad da meorad kulturul faseulobebs.
pirveladi faseulobebi gacilebiT ufro myaria, vidre meo-
radi, magram garkveul cvlilebas isinic ganicdian. qarTvel-
Ta ZiriTad kulturul faseulobebs miekuTvneba: ojaxis
109
Seqmna, muSaoba, Svilebis aRzrda da ganaTlebis micema maT-
Tvis, mSoblebis pativiscema da Senaxva moxucebulobis dros
da saerTod tradiciebis dacva. ZiriTadi kulturuli fase-
ulobebis Sesaxeb codnas adamianebi, pirvel rigSi, iZenen
ojaxSi mSoblebisgan, Semdeg isini kidev ufro mtkicdeba
skolaSi, umaRles saswavlebelSi, samsaxurSi, eklesiasa da
sxva sazogadoebriv institutebSi. ZiriTadi kulturuli fa-
seulobebis zemoqmedebiT adamianebs uyalibdebaT garkveuli
damokidebuleba sakuTar Tavze, ojaxis wevrebze, megobrebze,
kolegebze, sazogadoebrivi institutebze. am safuZvelze ya-
libdeba adamianis, rogorc momxmareblis, Taviseburebebi sa-
qonlis yidvis procesSi.
erTiani kulturis CarCoebSi yalibdeba subkulturebi,
adamianTa jgufebi erTnairi faseulobebiT, romlebic garkve-
ul gavlenas axdenen adamianebis moTxovnilebebis Camoyalibe-
baze. subkulturebi saqarTveloSi SeiZleba gamoiyos regio-
nebis, religiuri rwmenis, erovnebebis mixedviT. sawarmos
marketingulma samsaxurma unda gaarkvios, Tu ra SesaZleb-
lobebi aqvs an ra saSiSroebebi emuqreba sawarmos saqmiano-
bas saqonlis gayidvis mxriv ama Tu im subkulturaSi.
saerTo-ekonomikuri mdgomareoba qveyanaSi sawarmoTa
saqmianobaze moqmedebs, upirveles yovlisa, resursebis Rire-
bulebis da momxmarebelTa myidvelobiTi unaris gadidebis an
Semcirebis gziT. saerTo-ekonomikuri faqtorebidan mniSvne-
lovania Semosavlebis sidide, fasebi, danazogebi, kreditis
miRebis SesaZlebloba da misi dafarvis pirobebi. mniSnelo-
vania, agreTve, ekonomikuri krizisi da umuSevrobis donis
amaRleba.
sawarmoTa marketingulma samsaxurebma sistematurad
unda adevnon Tvalyuri mosaxleobis Semosavlebis dones da
misi ganawilebis mdgomareobas. dReisTvis saqarTvelos sta-
tistikis saxelmwifo departamentis monacemebiT mosaxleo-
110
bis Semosavlebi CamorCeba saarsebo minimums. 2006 wlisTvis
saarsebo minimumi 106,3 lari iyo, saSualoTviuri Semosava-
li ki 90,2 lars Seadgenda. ase, rom mosaxleobis sakmaod
didi nawili iZulebuli iyo Semosavali, ZiriTadad, sursa-
Tis da sxva aucilebeli saqonlis sayidlad gamoeyenebina.
oficialuri statistikuri monacemebiT, 2006 wlisTvis
mTlianad qveyanaSi samomxmareblo fuladi xarjebi erT
sulze Seadgenda saSualod 77,2 lars. aqedan sursaTze,
sasmelsa da Tambaqos nawarmze modioda 39,0 lari, anu
50,6%, tansacmelsa da fexsacmelze 3,3 lari, anu 5,2%,
transportze 7,1 lari anu 9,2%, saTbobsa da eleqtroe-
nergiaze 8,0 lari anu 10,4% da a.S. (ix. cxrili 4.1.). ase,
rom oficialuri monacemebiT, saqarTvelos mosaxleobis
didi nawili Tavis Semosavals mxolod aucilebeli moTxov-
nilebebis dasakmayofileblad iyenebs. maSasadame, saqarTve-
los bazarze raodenobrivi TvalsazrisiT lideroben Raribi
fenebi, romlebic yiduloben mxolod pirveladi moTxovni-
lebis saqonels.
Semosavlebi da xarjebi marketingis specialistebma un-
da gaanalizon qalaqis, soflis da regionebis mixedviT.
sawarmoTa marketinguli saqmianobis efeqtianoba bevrad
aris damokidebuli politikur-samarTlebriv garemoze, pir-
vel rigSi, im kanonebsa da kanonqvemdebare aqtebze, romle-
bic aregulireben maT saqmianobas. politikuri garemos nawi-
lia is dawesebulebebic, romlebic kanonebis Sesrulebis
mdgomareobas akontroleben. saTanadod Seqmnili da moqmedi
sakanonmdeblo baza xels uwyobs momxmarebelTa moTxovnis
Sesabamisi
cxrili 4.1.
saqarTvelos mosaxleobis fuladi xarjebis
ganawileba erT sulze
# xarjebi 2005w 2006w
111
samomxmareblo fuladi xarje- 100 100
bi sul %-ebSi
aqedan:
1. sursaTi, sasmeli, Tambaqos na- 50,4 50,6
warmi
2. tansacmeli da fexsacmeli 5,7 5,2
3. saojaxo moxmarebis saqoneli 3,7 3,6
4. janmrTelobis dacva 7,3 8,0
5. saTbobi da eleqtroenergia 9,7 10,4
6. transporti 10,1 9,2
7. ganaTleba, kultura da dasve- 3,0 3,3
neba
8. sxva samomxmareblo saqoneli 10,1 9,7
wyaro: cxrili gaangariSebulia saqarTvelos statis-
tikis saxelmwifo departamentis monacemebze dayrdnobiT.
saqonlis an momsaxurebis Seqmnas da gasaRebas, konkurenciis

gaZlierebas, saWiroebis SemTxvevaSi sawarmoTa saqmianobis
SezRudvas momxmareblebis da mTeli sazogadoebis sasargeb-
lod. saqarTveloSi ukanasknel periodSi miiRes sakmao ra-
odenobis kanonebi biznesSi marketinguli saqmianobis dasare-
gulireblad (ix. cxrili 4.2) .
marketingis samsaxurebis xelmZRvanelebi kargad unda
erkveodnen im kanonebSi, romlebic aregulireben samewarmeo
saqmianobas, kerZod, icaven firmebs erTmaneTisgan, momxmare-
bels uvargisi saqonlisgan, sareklamo gancxadebebiT da sa-
qonlis mimzidvelad SefuT-
cxrili 4.2.
biznesis maregulirebeli kanonebi saqarTveloSi
112
# kanoni ZiriTadi Sinaarsi
1. saqarTvelos kanoni me- gansazRvravs samewarmeo saqmianobis Sina-

warmeTa Sesaxeb (1999w) arss da sawarmoTa organizaciul-samar-
Telbriv normebs, maTi Seqmnis wessa da
funqcionirebis pirobebs.
2. saqarTvelos kanoni same- awesrigebs samewarmeo saqmianobis licen-

warmeo saqmianobis li- zirebasTan dakavSirebul urTierTobebs,
cenzirebis Sesaxeb gansazRvravs licenziiT nebadarTuli sa-
(1999w) mewarmeo saqmianobis saxeebs da licenzi-
is gacemaze uflebamosil saxelmwifo
organoebs, adgens licenziis gacemis, Se-
Cerebis da gauqmebis wess.
3. saqarTvelos kanoni Tavi- gansazRvravs Tavisufali vaWrobis prin-

sufali vaWrobisa da cipebs, xels uwyobs konkurenciis ganvi-
konkurenciis Sesaxeb Tarebas
(2005w)
4. saqarTvelos kanoni rek- gansazRvravs reklamis Sinaarss, mis Zi-

lamis Sesaxeb (1998w) riTad saxeebs, aregulirebs sareklamo
saqmianobis ganxorcielebis procesSi
warmoqmnil samarTlebriv urTierTobebs.
5. saqarTvelos kanoni mom- gansazRvravs momxmarebelTa uflebebs da

xmarebelTa uflebebis maTi dacvis samarTlebriv, ekonomikur da
dacvis Sesaxeb (1995w) socialur safuZvlebs saqonlis yidvis,
samuSaoTa Sesrulebis da momsaxurebis
gawevis procesSi.
6. saqarTvelos kanoni sasa- awesrigebs sasaqonlo niSnebis registra-

qonlo niSnebis Sesaxeb cias, maT dacvasa da gamoyenebasTan dakav-
(1996w) Sirebul urTierTobebs.
7. saqarTvelos kanoni fasi- xels uwyobs fasiani qaRaldebis bazris

ani qaRaldebis bazris ganviTarebas qveyanaSi, icavs am bazarze
Sesaxeb (1999w) investorTa interesebs, amkvidrebs Tavi-
113
sufal konkurencias.
8. saqarTvelos kanoni sasa- awesrigebs sasaqonlo birJebis Seqmnisa

qonlo birJebisa da sa- da funqcionirebis, agreTve, sasaqonlo
birJo vaWrobis Sesaxeb sabirJo vaWrobasTan dakavSirebul urTi-
(1999w) erTobebs.
9. saqarTvelos sagadasaxa- gansazRvravs saqarTvelos sagadasaxado

do kodeqsi sistemis formirebisa da funqcionirebis
zogad principebs, gadasaxadis gadamxde-
lebisa da sagadasaxado organoebis sa-
marTlebriv mdgomareobas, sagadasaxado
samarTaldarRvevebis saxeebs. awesebs pa-
suxismgeblobas sagadasaxado kanonmdeb-
lobis darRvevisTvis, gansazRvravs gasa-
Civrebis wess da pirobebs sagadasaxado
organoebis arakanonieri qmedebebisTvis.
viT motyuebisgan, sazogadoebas garemomcveli samyaros dabin-

Zurebisgan.
mecnierebisa da teqnikis ganviTarebis done qveyanaSi
did gavlenas axdens sawarmos marketingul garemoze. axali
saqoneli, axali teqnologiebi cvlis momxmarebelTa cxov-
rebas, amaRlebs maTi moTxovnilebebis dakmayofilebis dones.
is sawarmoebi, romlebic mecnierebisa da teqnikis sferoSi
arsebul miRwevebs droulad iyeneben saqonlis warmoebasa
da gasaRebaSi, gamarjvebulni gamodian konkurenciul brZo-
laSi da gabatonebul mdgomareobas ikaveben bazarze.
marketingis specialistebma Tvalyuri unda adevnon sa-
mecniero-teqnikur cvlilebebs, radgan nebismieri siaxle
Zvels gamodevnis cxovrebidan da warmoSobs axal moTxovni-
lebebs. dReisTvis gasayidad gamotanili saqonlis sakmaod
did nawilze sazogadoebas 100 wlis win saerTod ar hqonda
warmodgena (TviTmfrinavi, televizori, macivari, kondicio-
114
neri...), zogierTs ki sul uaxloes warsulSic ar icnobda
(kompiuteri, mobiluri telefoni...). siaxleebTan dapirispi-
reba sawarmoebs akargvinebs efeqtianad muSaobis SesaZleb-
lobebs, zogjer ki aseTi sawarmoebi saerTod qreba areni-
dan.
dReisTvis msoflios wamyvani mecnierebi aqtiurad mu-
Saoben axali teqnologiebis Seqmnisa da danergvis mimarTu-
lebiT. samecniero-teqnikuri saqmianobis dafinansebaSi li-
deria aSS. 1981 wels aSS-Si am mimarTulebiT gaweulma xar-
jebma 68 mlrd dolars gadaaWarba. samecniero-teqnikur
kvlevebze yvelaze met saxsrebs xarjaven Semdeg dargebze:
saaviacio da saraketo kosmosuri mrewveloba; eleqtroteq-
nikuri da kavSirgabmulobis saSualebebis mwarmoebeli mrew-
veloba; qimiuri mrewveloba; manqanaTmSenebloba; saavtomobi-
lo-satransporto mrewveloba. am dargebSi saSualod samec-
niero-teqnikur samuSaoebze realizaciidan miRebuli Semo-
savlebis 5-10% ixarjeba. rac Seexeba teqstilis, avejis,
tansacmlis da zogierTi sxva saqonlis mwarmoebel dargebs,
isini samecniero kvlevebs gayidvidan miRebuli Semosavlebis
mxolod 1%-s axmaren.
samecniero-kvleviT samuSaoebze ganviTarebul qveynebTan
SedarebiT saqarTveloSi umniSvnelo raodenobis saxsrebi
ixarjeba, sxva qveynebSi Seqmili siaxleebi ki qveyanaSi nak-
lebad aRwevs. saqarTveloSi, ZiriTadad, axal produqtebs
mimsgavsebuli produqtebi SemoaqvT. Tumca isic unda aRiniS-
nos, rom ZviradRirebuli siaxleebis yidvas saqarTvelos
mosaxleobis absoluturi umetesoba verc SeZlebs .
makrogaremos erT-erTi Semadgeneli nawilia bunebrivi
garemo. misi dacva yvelas valia. qveynis bunebrivi resurse-
bi, klimaturi pirobebi, erTi mxriv, xels uwyoben an uSli-
an biznesis ganviTarebas, meore mxriv, isini ganicdian sawar-
moTa mxridan garkveul zemoqmedebas. Tu sawarmoebis gavlena
115
bunebriv garemoze arasworia, is binZurdeba da azaralebs
mTel sazogadoebas aramarto mimdinare momentSi, aramed
grZelvadian perspeqtivaSic.
specialistebis azriT, marketingis samsaxuris Tanam-
Sromlebma unda gaiTvaliswinon bunebrivi garemos ganviTare-
bis Semdegi tendenciebi:
1) Nnedleulis deficiti;
2) energoresursebis gaZvireba;
3) garemos dabinZurebis donis amaRleba;
4) bunebrivi resursebis gamoyenebis saxelmwifo regu-
lireba.
umetesi saxis nedleuli deficituria. haeri da wya-
lic ki ar SeiZleba CaiTvalos amouwurav resursebad. Tana-
medrove msoflioSi jansaRi haeris deficitia, gansakuTre-
biT did qalaqebSi, sadac is zogjer imdenad binZurdeba,
rom janmrTelobisTvis da sicocxlisTvisac ki saSiSi xdeba.
igive SeiZleba iTqvas wylis resursebze. saqarTvelo samkur-
nalo haeriT, mineraluri da sasmeli wyliT mdidari qveya-
naa, magram am simdidres gafrTxileba sWirdeba, rac xSirad
aviwydeba zogierT, sakuTar mogebas gamodevnebul biznesmens.
marketologebma unda izrunon aRdgeniTi resursebis
gonivrulad gamoyenebis mimarTulebiTac (xe-tye, sursaTi).
gansakuTrebiT didi gafrTxileba sWirdeba im bunebriv re-
sursebs, romlebic amowurvadia. mecnierebma da biznesmenebma
unda izrunon amowurvadi bunebrivi resursebis Semcvlele-
bis gamoZebnaze. dReisTvis msoflioSi bevri kompaniaa dakave-
buli mzis, qaris da sxva saxis energiebis gamoyenebis SesaZ-
lo gzebis ZiebiT. kompaniebis nawili zrunavs warmoebisa da
bunebrivi resursebis gamoyenebis ekonomiuri teqnologiebis
danergvaze. ase, magaliTad, Ford-ma, Volkswagen-ma, Opel-ma
da Peugeot-Citroen-ma Seqmnes axali, gaumjobesebuli mcire-
116
gabaritiani avtomobilebi, romlebic nakleb benzins xarja-
ven.
sawarmoebi garemos qimiuri saSualebebiT, sxvadasxva
masalisgan damzadebuli tariT, narCenebiT, gamonabolqviT
abinZureben. dReisTvis msoflioSi mlrd. tonobiT SesafuTi
masala mzaddeba. muyaos, xis, plastmasis, minis, polieTile-
nis da sxva saxis safuTaviT garemo binZurdeba. maTi gadamu-
Saveba ganmeorebiTi moxmarebisTvis garemos dacvis mniSvne-
lovani saSualebaa. garemos ufro metad abinZureben is sa-
warmoebi, romlebic moZvelebul teqnikas da teqnologias
iyeneben. problema ar aris advilad mosagvarebeli ganviTare-
bul qveynebSic ki, rom araferi iTqvas ganviTarebad Qqveyneb-
ze. inovaciuri procesebi moiTxovs did kapitaldabandebebs,
qarTuli sawarmoebis umetesobas ki amisTvis saxsrebi ar
hyofnis. amasTan sawarmoTa sakmaod didi nawilis xelmZRva-
nelobas, saTanadod, ara aqvs gacnobierebuli, socialur-
eTikuri marketingis koncefciis arsi, romlis mixedviTac
SesabamisobaSi unda moiyvanon sawarmos, momxmareblebis da
mTeli sazogadoebis interesebi.
bunebriv garemos dacva sWirdeba saxelmwifos mxrida-
nac. sxvadasxva qveyana am problemas sxvadasxvagvarad agva-
rebs. qveynebis erTi nawilis mTavrobebi aqtiurad ibrZvian
ekologiuri problemebis gadasawyvetad, sxvebi ki, gansakuT-
rebiT, Raribi qveynebi TiTqmis arafers ar akeTeben bunebrivi
garemos dasacavad. zogjer bunebrivi garemos dacvis sakiT-
xis ugulebelyofa politikur nebas ukavSirdeba, zogjer ki
qveyana imdenad Raribia, rom ar hyofnis resursebi ekologi-
uri problemebis gadasaWrelad.
bevr qveyanaSi bunebrivi garemos dacvas saxelmwifo
struqturebi iZulebis wesiT axdenen: iqmneba garemos dacvis
organizaciebi, miiReba kanonebi. magram mxolod iZulebis we-
siT ekologiuri problema ver gadawydeba. adamianebi unda
117
darwmundnen, rom bunebrivi garemos dacva sazogadoebisTvis
aucilebelia. am problemis gadawyvetaSi mniSvnelovani roli
marketologebmac unda Seasrulon. socialur-eTikuri mar-
ketingis koncefcia swored bunebrivi garemos dasacavad Ca-
moyalibda msxvil biznesmenTa wreSi.
4.4. marketingis socialuri aspeqtebi
marketingis socialur aspeqtebSi Sedis marketinguli

eTika da marketingis socialuri pasuxismgebloba.
marketingul eTikaSi igulisxmeba, viwro gagebiT, mar-
ketologebis, farTo gagebiT ki biznesSi dasaqmebuli
yvela adamianis, qcevis standartebi da moraluri fa-
seulobebi.
mainc rogori qceva unda CaiTvalos eTikurad da ro-
gori araeTikurad biznesSi?
am kiTxvaze pasuxis gacema Zalian Znelia. problemis
mogvareba SesaZlebelia sawarmoebis mier eTikuri qcevis
principis SerCeviT. saerTod ganasxvaveben eTikuri qcevis or
ZiriTad princips. pirveli principis mixedviT biznesSi qce-
vis normebi unda daefuZnos Tavisufal bazars da samar-
Tlebriv sistemas. meore principis Sesabamisad yovelma sa-
warmom da misma marketingis menejerebma TviTon unda daamu-
Saon socialuri pasuxismgeblobisa da moraluri qcevis
koncefcia, romelic Sinagan wesierebas, korporaciul sin-
diss da grZelvadian perspeqtivaSi momxmarebelTa keTildRe-
obis uzrunvelyofas daemyareba. pirveli principis Sesabami-
sad sawarmoebs da iq dasaqmebul muSakebs SeuZliaT imoqme-
don dadgenili kanonebis mixedviT da sindisi sufTa hqon-
deT, Tundac amiT dazaraldnen momxmareblebi da mTeli sa-
zogadoebac ki. meore principis mixedviT sawarmoebma Tavian-
Ti saqmianoba unda ganaxorcielon da gadawyvetilebebi mii-
118
Ron moralur da eTikur normebze da ara samarTlebriv sis-
temaze dayrdnobiT.
rogorc wesi, eTikuri sakiTxebi ukavSirdeba marketin-
gis kompleqsis elementebs. marketingis amerikeli specia-
listebi l. buni da d. kurtci “Tanamedrove marketingi-s”
saxelmZRvanelos me-11 gamocemaSi marketingis eTikur sakiT-
xebs swored marketingis kompleqsis elementebis WrilSi ga-
nixilaven (ix. nax. 4.2).
produqti distribucia
dagegmili moZveleba eqskluziuri teritoriebi
produqtis xarisxi da usafrTxoeba dempingi
garantiebi dilerebis uflebebi
saimedo SefuTva da markireba mtacebluri faswarmoqmna
dabinZureba
eTikuri
sakiTxebi
win waweva fasi

reklama_ “satyuara” fiqsirebuli fasebi
yalbi da Semcdeneli reklama safaso diskriminacia
mastimulirebeli daTmobebi fasebis amaRleba
mosyidva da qrTami Semcdeneli faswarmoqmna
wyaro: Бун Л., Куртц Д. Современный маркетинг. Пер.с
англ. М., 2005, с 128.
nax. 4.2. marketingis eTikuri sakiTxebi
produqtTan mimarTebaSi araeTikurad iTvleba misi da-

gegmili dabereba, arasaTanado xarisxis da momxmareblisTvis
saSiSi saqonlis gayidva, saqonlis momxmareblisTvis Tav-
smoxveva lamazi SefuTviT, dabinZurebuli produqtis sarea-
lizaciod gamotana.
119
sawarmoebs eTikuri problemebis gadaWra uwevT saqo-
nelmoZraobis procesSic. saqonelmoZraobis arxebis gakon-
trolebisaს maT, pirvel rigSi, ar unda daarRvion dile-
rebis uflebebi, zedmetad ar unda Caerion dilerebis saqmi-
anobaSi. amasTan, ar unda aaridon Tavi im regionebis momsa-
xurebas, sadac dabalSemosavliani momxmareblebi cxovroben.
araeTikuria, agreTve, calkeul regionebSi produqtebis Za-
lian maRal, SeiZleba iTqvas, mtaceblur fasSi gayidva. arae-
Tikuria dempingis gamoyenebac. dempinguri fasis mizani yo-
velTvis ama Tu im bazarze SeRwevaa, ris Semdegac sawarmoe-
bi produqcias realur fasSi yidian.
yvelaze meti odenobiT eTikuri sakiTxebis gadawyveta
sawarmoebs bazarze saqonlis win wawevis dros uwevT. rek-
lamis meSveobiT momxmarebelze zewola, reklamiT araswori
informaciis miwodeba momxmareblebisTvis da maTi dabneva an
SecdomaSi Seyvana araeTikuria da unda aRmoifxvras.
mniSvnelovani eTikuri sakiTxebis mogvareba uxdebaT sa-
warmoTa xelmZRvanelebs fasebis dawesebis dros, faswarmoq-
mnis procesis mimarT araeTikuri damokidebuleba, xSirad,
imavdroulad ukanonocaa. araeTikuria, magaliTad, produq-
tis Rirebulebaze dabal fasSi gayidva, fasebis metismetad
gazrda, dabali fasebis SeTavazebiT momxmareblis motyueba
da a.S.
marketingis socialuri pasuxismgeblobis arsi vlinde-
ba momxmarebelTa moTxovnilebebze orientaciasa da socia-
luri keTildReobis uzrunvelyofaSi. ufro zustad, socia-
luri pasuxismgebloba gulisxmobs marketingis sazRvrebSi
ganxorcielebuli qmedebebis procesSi sazogadoebis keTil-
dReobis uzrunvelyofis wina planze wamowevas.
specialistebi ganasxvaveben socialuri pasuximgeblo-
bis oTx dones. maT miekuTvneba ekonomikuri, samarTlebrivi,
eTikuri da filantropiuli socialuri pasuxismgeblobebi.
120
socialuri pasuxismgeblobis ekonomikuri mxare vlin-
deba momgebianobis uzrunvelyofaSi. amiT biznesSi iqmneba is
fundamenti, romelsac eTikuri pasuxismgeblobis danarCeni
sami done efuZneba. samarTlebrivi pasuxismgeblobis mizania
kanonis dacva. samarTlebrivi pasuxismgeblobis safuZvelia
kanoni, romelSic kodirebulia sazogadoebisTvis misaRebi
da miuRebeli qmedebebi. eTikuri pasuxismgebloba iTvaliswi-
nebs eTikis normebis Sesabamisad moqmedebas, e.i saWiroa biz-
nesSi yvelaferi gakeTdes ise, rogorc swori da samarTlia-
nia. ar SeiZleba sxvisTvis zianis miyeneba sakuTari intere-
sebis dasakmayofileblad. filantropiuli socialuri pasu-
xismgebloba gulisxmobs karg korporaciul moqalaqeobas,
rac vlindeba mTeli koleqtivis da misi calkeuli wevris
cxovrebis donis amaRlebaSi sakuTari wvlilis SetaniT.
tradiciulad biznesis socialuri pasuxismgebloba Se-
moifargleboda momxmareblebTan, TanamSromlebTan da aqcio-
nerebTan urTierTobebiT. sawarmoTa menejerebi pasuxismgeb-
lobas grZnobdnen momxmareblebisTvis maRalxarisxiani pro-
duqtis miwodebis da masze dasabuTebuli fasebis dawesebis,
TanamSromlebisTvis normaluri anazR aurebis micemis da
normaluri Sromis pirobebis Seqmnis, aqcionerebisTvis moge-
bis uzrunvelyofis procesSi. dReisTvis mdgomareoba Seicva-
la. Tanamedrove pirobebSi biznesis socialuri pasuxismgeb-
lobis areali gafarTovda da moicva urTierTobebi xeli-
suflebis organoebTan da mTlianad sazogadoebasTan. ro-
gorc ukve aRiniSna pirvel TavSi, aseTi midgomis safuZvel-
ze Camoyalibda socialur-eTikuri marketingis koncefcia,
romelmac erTmaneTs daukavSira momxmareblebis, sawarmoebis
da mTeli sazogadoebis interesebi. dRes, sul ufro xSirad,
sazogadoebis kritikis obieqti xdeba is sawarmoebi, romle-
bic TavianTi saqmianobiT garemos abinZureben, an bunebriv re-
sursebs mtaceblurad iyeneben.
121
IV TavSi gamoyenebuli marketinguli terminebi:
Mmarketinguli garemo
Mmarketingis mikrogaremo
Mmarketingis makrogaremo
Mmomxmarebeli
momwodebeli
konkurenti
Suamavali
sakontaqto auditoria
demografiuli garemo
kulturuli garemo
politikur-samarTlebrivi garemo
ekonomikuri garemo
samecniero-teqnikuri garemo
marketingis socialuri aspeqtebi
marketinguli eTika
marketingis socialuri pasuxismgebloba
reziume
nebismieri profilis sawarmom mudmivad unda adevnos
Tvalyuri marketingul garemoSi Seqmnil mdgomareobas axa-
li SesaZleblobebis da muSaobaSi xelisSemSleli saSiSroe-
bebis gamovlenis mizniT.
sawarmos marketinguli garemo ori saxisaa: mikrogare-
mo, romelSic Sedis TviTon sawarmo Tavisi qvedanayofebiT
da umaRlesi donis xelmZRvanelobiT, agreTve, sawarmos saq-
mianobaze pirdapir moqmedi ZalebiT: momxmareblebiT, mimwo-
deblebiT, SuamavlebiT, konkurentebiT, sakontaqto audito-
122
riiT; makrogaremo- aerTianebs sawarmos saqmianobaze arapir-
dapir moqmed demografiul, kulturul, politikur-samar-
Tlebriv, ekonomikur, samecniero-teqnikur da bunebriv faq-
torebs.
sawarmos saqmianobis Sedegebi, pirvel rigSi, TviTon
sawarmoze, misi samsaxurebis da xelmZRvanelobis muSaobazea
damokidebuli. momxmarebeli sawarmoTa saqmianobaze moqmedi
ZiriTadi Zalaa, romlis interesebis gaTvaliswineba efeqtia-
ni marketingis aucilebeli pirobaa. momwodeblebis mier
xelSekrulebis pirobebis dacva pirdapir gavlenas axdens
sawarmos muSaobis Sedegebze. cxadia, Tu sawarmo momwode-
belma ar uzrunvelyo materialuri, adamianiseuli da finan-
suri resursebiT, is ver SeZlebs momxmareblebis moTxovni-
lebebis dakmayofilebas da dapirispirebas konkurentebTan,
romelTa mizani, umeteswilad, misi klientebis gadabirebaa.
Mmomxmareblebis moTxovnilebebis dakmayofilebis xarisxze
did gavlenas axdenen Suamavlebi, romlebic uzrunvelyofen
saqonlis momxmareblebamde mitanas. Aam TavSi daxasiaTebulia
mikrogaremos kidev erTi faqtori-sakontaqto auditoria
masSi Semavali ZalebiT: finansuri wreebiT, sainformacio sa-
SualebebiT, saxelmwifo dawesebulebebiT, moqalaqeTa sazo-
gadoebrivi gaerTianebebiT, adgilobrivi sazogadoebiT, far-
To sazogadoebiT, sakuTari TanamSromlebiT.
Mmocemul TavSi ganxilulia, agreTve, demografiul,
kulturul, ekonomikur, politikur-samarTlebriv, samecnie-
ro-teqnikur da bunebriv garemoSi mimdinare cvlilebebis
gavlena biznesis ganviTarebaze. demografiuli garemo daxasi-
aTebulia mosaxleobis raodenobis, sqesobriv-asakobrivi Se-
madgenlobis, Sobadobis, mokvdaobis, ojaxebis raodenobis,
ojaxis sasicocxli ciklis etapebis, ganaTlebis donis mi-
xedviT. naCvenebia kulturuli faseulobebis, tradiciebis
gavlena momxmarebelTa qcevaze. garkveulia qveynis ekonomi-
123
kuri garemos mdgomareobis gavlena momxmareblebis myidve-
lobiTunarianobaze da samomxmareblo xarjebis struqtura-
ze. gamovlenilia politikur-samarTlebriv da samecniero-
teqnikur garemoSi mimdinare cvlilebebis gavlena biznesis
ganviTarebaze. ganxilulia bunebrivi garemos roli biznesis
ganviTarebaSi da biznesis roli ekonomikuri problemebis
gadawyvetaSi.
sawarmoTa saqmianobis warmateba arsebiTad aris damoki-
debuli marketinguli eTikis dacvasa da marketingis socia-
lur pasuxismgeblobaze. marketingul eTikaSi igulisxmeba,
viwro gagebiT, marketologebis, farTo gagebiT ki biznesSi
dasaqmebuli yvela adamianis qcevis standartebi da moralu-
ri faseulobebi. marketingis socialuri pasuxismgeblobis
arsi vlindeba momxmareblebis moTxovnilebebze orientaciasa
da maTi socialuri pasuxismgeblobis uzrunvelyofaSi.
124
Tavi 5. marketinguli kvleva
V Tavis swavlebis miznebi

1. informaciis rolis daxasiaTeba biznesis ganviTareba-
Si;
2. pirveladi da meoradi informaciis Segrovebis meTo-
debis SedarebiTi daxasiaTeba;
3. marketingis informaciuli sistemis arsSi garkveva
da misi elementebis daxasiaTeba;
4. marketinguli kvlevis Catarebis mniSvnelobis gacno-
biereba biznesSi;
5. marketinguli kvlevis saxeebis da etapebis aRwera.
5.1. marketinguli informaciis arsi da saxeebi
nebismieri dargisa da sferos sawarmos arseboba ba-

zarze uSualod ukavSirdeba informaciis Segrovebis, anali-
zisa da miRebuli Sedegebis gamoyenebis dones, radgan in-
formacia aqtiurad moqmedebs saqonlis warmoebisa da rea-
lizaciis procesze misi daCqarebis an Senelebis mimarTule-
biT. informacia aqtiurad moqmedebs, agreTve, sawarmoSi da-
saqmebuli adamianebis fsiqologiaze, maT SesaZleblobebze.
amitomaa, rom sawarmoebis xelmZRvaneloba did yuradRebas
uTmobs informaciis mopovebasa da gamoyenebas.
informaciis sxvadasxva saxes Soris sawarmoebisTvis
mniSvnelovania marketinguli informacia, romelsac SeuZlia
didi roli Seasrulos bazarze sawarmos arsebobis gaxan-
grZlivebaSi.
marketingul informaciaSi igulisxmeba monacemebi sa-
qonelze, moTxovnasa da miwodebaze, bazarsa da fasebze, sa-
125
Wiroebebsa da momxmarebelTa interesebze. mas iyeneben bazar-
ze Seqmnili mdgomareobis dasaxasiaTeblad, sabazro situa-
ciebis ganmsazRvreli faqtorebisa da bazris ganviTarebis
perspeqtivebis dasadgenad.
marketingul informacias ajgufeben Tematikis, war-
moqmnis wyaros, gamoyenebis jeradobis da sxva niSnebis mi-
xedviT.
Tematikis Sesabamisad gamoiyofa politikuri, ekono-
mikuri, socialur-kulturuli, samecniero-teqnikuri da de-
mografiuli informacia. yovel maTgans gamoyenebis Tavisi
sfero aqvs. ase, magaliTad, demografiuli informacia far-
Tod gamoiyeneba bazris segmentaciis procesSi; momxmarebel-
Ta dajgufebisTvis iyeneben ekonomikur, socialur da demog-
rafiul informacias; politikur informacias didi mniSvne-
loba eniWeba ama Tu im bazarze SeRwevasTan dakavSirebiT ga-
dawyvetilebis miRebisas. xSirad sxvadasxva saxis informacia
erTdroulad gamoiyeneba urTierTSevsebis mizniT, rac xels
uwyobs swori gadawyvetilebis miRebas.
warmoqmnis wyaros mixedviT gamoiyofa Sinagani da ga-
regani (Sida da gare) marketinguli informacia.
Sinagani marketinguli informacia iseTi informaciaa,
romelic miiReba uSualod sawarmoSi misi saqmianobis amsax-
veli monacemebidan.
garegania marketinguli informacia, romelic miiReba
sxva sawarmoebis saqmianobis da marketinguli garemos Ses-
wavlis gziT.
marketingul informacias ganasxvaveben, agreTve, gamo-
yenebis jeradobis mixedviT. am mimarTulebiT gamoyofen pir-
velad da meorad informacias.
pirveladia informacia, romelic sawarmom pirvelad
Seagrova gansazRvruli mizniT. aseT informacias iReben spe-
cialuri meTodebiT: gamokiTxviT, dakvirvebiT, eqsperimentiT.
126
maSasadame, pirveladi informaciis mopovebis mizniT tardeba
specialuri kvleva.
meoradia informacia, romelic mopovebulia adre,
sxva gadawyvetilebis misaRebad da romelsac iyeneben xelax-
la. misi mopoveba sawarmos pirvelad informaciasTan Sedare-
biT bevrad ufro iafi ujdeba.
sawarmoebs marketinguli informacia qronikulad ar
hyofniT, informaciuli uzrunvelyofis gareSe ki maTi efeq-
tianad muSaoba SeuZlebelia.
marketingis informaciuli uzrunvelyofa moiTxovs:
kargad mofiqrebuli sistemis Seqmnas; informaciis miRebis,
sistematizaciis, damuSavebis, analizisa da miRebuli reko-
mendaciebis daniSnulebis mixedviT gadacemis uzrunvelsayo-
fad am sistemis dakompleqtebas saTanado kvalifikaciis spe-
cialistebiT.
marketingis informaciul sistemaSi unda Sevides:
1) sawarmos SigniT arsebuli mdgomareobis amsaxve-
li informaciis mosapoveblad saWiro arxebi. konkretulad,
es arxebi agroveben informacias SekveTebze, produqciis
warmoebasa da miwodebaze, fasebze, reklamaze da a.S.
2) gare informaciis Sesagrovleblad saWiro arxebi,
romlebic moipoveben monacemebs bazrebisa da konkurenti
firmebis mdgomareobaze, myidvelebze, strategiaze, axal sa-
qonel-analogebze, saxelmwifos ekonomikur politikaze.
srulmasStabiani informaciuli uzrunvelyofa sakma-
od rTuli da Znelad misaRwevi amocanaa, romelic moiTxovs
did danaxarjebs. sakiTxis maRal doneze gadasawyvetad saWi-
roa informaciis Segrovebis, damuSavebis da gamoyenebis mi-
marT kargad mofiqrebuli da SemoqmedebiTi midgoma, infor-
maciis mopovebis Sida da gare arxebis optimaluri Tanafar-
doba.
127
5.2. marketingis informaciuli sistema
da misi elementebi
marketingis gegmebis Sesadgenad, praqtikaSi gasata-

reblad da Sesrulebis mimdinareobis gasakontroleb-
lad aucilebeli informaciis Segrovebis, analizis,
Sefasebisa da gamoyenebisTvis saWiro kavSirebis er-
Tobliobas uwodeben marketingis informaciul sis-
temas.
marketingis informaciuli sistemis efeqtianad fun-
qcionirebas uzrunvelyofen ara marto masSi CarTuli adami-
anebi, aramed, agreTve, gamoyenebuli mowyobilobebi da meTo-
duri xasiaTis literatura. dReisTvis informaciuli siste-
ma ver iqneba efeqtiani informaciis Segrovebisa da gavrce-
lebis uaxlesi saSualebebis (interneti, mobiluri kavSir-
gabmuloba...) gamoyenebis gareSe.
marketingis informaciulma sistemam unda uzrunvel-
yos sxvadasxva wyarodan da sxvadasxva saSualebiT miRebuli
informaciis erTmaneTTan dakavSireba da menejerebisTvis ga-
dacema im formiT, romelic SeiZleba, rom gamoiyenon gadaw-
yvetilebis misaRebad.
marketingis informaciuli sistema muSaobs sami mi-
marTulebiT: monacemebis Sekreba; monacemebis analizi; anali-
zis Sedegad miRebuli Sedegebis gavrceleba, e.i. daniSnule-
bisamebr gadacema (ix. nax. 5.1.).
monacemebis Sekreba xorcieldeba sxvadasxva wyarodan,
kerZod, momwodeblebidan, momxmareblebidan, konkurentebidan,
Suamavlebidan, masobrivi informaciis saSualebebidan, gare
marketinguli garemodan.
marketingis informaciuli sistema moicavs oTx ele-
ments:
1) Sinagani angariSgebis sistema;
128
2) garegani informaciis Segrovebis sistema;
momwodeblebi
momxmareblebi
marketingis
konkurentebi informaciuli
sistema menejereb
i
Sekreba
Suamavlebi marketing
analizi uli
gadawyvet
masobrivi gavrceleba ilebebi
informaciis
saSualbebi
gare marketinguli
garemo
nax. 5.1. marketingis informaciuli sistemis

funqcionirebis meqanizmi
3) marketinguli kvlevis sistema;

4) marketinguli informaciis analizis sistema (ix.
cxrili 5.1.).
Sinagani angariSgebis sistema moicavs operatiul da sabu-
Raltro angariSgebis masalebs, romelebSic mocemulia in-
formacia gasaRebaze, xarjebze, maragze, fulad saxsrebze,
debitorul da kreditorul davalianebaze. ganviTarebul
129
qveynebSi mowinave kompaniebs Seqmnili aqvT Tanamedrove kom-
piuterul teqnologiaze damyarebuli Sinagani angariSgebis
mZlavri sistema.
cxrili 5.1.
marketingis informaciuli sistemis mier mopovebuli Ziri-

Tadi informaciis xasiaTi Semadgeneli elementebis WrilSi
marketinguli in-
Sinagani garegani
marketinguli formaciis anali-
angariSgebis sis- angariSgebis sis-
kvlevis sistema zis
tema tema
sistema
1 2 3 4
1)warmoebuli da 1)konkurentebi 1)bazris koniun- 1)regresiuli ana-
realizebuli pro-  xarjebi mar- qtura lizi
duqciis mTliani ketingze  gasaRebis mo-
moculoba da  sacalo ga- culobis
asortimenti yidva cvlileba fa-
 axali saqone- 2)bazris wili sebis cvli-
li lebisagan da-
mokidebule-
2)socialuri biT
2)sacalo gayidvis procesebi sazoga- 3)gasaRebis mocu-  gasaRebis mo-
sidide doebaSi loba culobis
 demografia cvlileba
 kultura reklamis
xarjebis
4)konkurente cvlilebisgan da-
3)sasaqonlo 3)ekonomikis gan- bis saqoneli mokidebulebiT
maragis sidide viTarebis mdgoma-
reoba 2)korelaciuri
 mTliani Sida analizi
produqti 5)moklevadiani  saqonelmoZ-
4)marketingu  Semosavlebi prognozireba raobis arxe-
li xarjebi bis da gasa-
 fasebi
 saqonlis Rebis mocu-
 danazogebi
Seqmnaze 6)grZelvadiani lobisE ur-
 kreditis mi-
 saqonelmoZ- prognozireba TierTkavSiri
Rebis SesaZ-
raobaze
lebloba  saqonlis Se-
 gasaRebis fuTvis da
stimulireba- 7)fasebis politi- gasaRebis mo-
4)teqnologiuri
ze ka
130
 reklamaze cvlilebebi culobis ur-
TierTkavSiri
8)momxmareble 3)faqtoruli ana-

5)sakanonmdeblo bi lizi
baza  calkeuli
 mewarmeobis faqtoris
maregulirebe gavlenis
li kanonebi dadgena gasa-
 biznesis ma- Rebis mocu-
kontrolebe- lobaze
li organoebi
4)diskriminantu-
li analizi
 momxmarebel-
Ta jgufebis
ganmasxvavebe-
li niSnebis
dadgena
 momxmarebel-
Ta jgufebad
danawilebi-
sTvis ufro
ukeTesi faq-
torebis Ser-
Ceva
Sinagani angariSgebis sistemaSi mniSvnelovani adgili

ukavia marketinguli xasiaTis informaciis Segrovebas. re-
gistraciaSi atareben marketingis kompleqsis elementebze
gaweul yvela ZiriTad xarjs, kerZod, saqonlis Seqmnaze,
momxmareblamde gadaadgilebaze, reklamasa da gayidvis sti-
mulirebaze daxarjul saxsrebs. marketingis menejerebi mi-
Rebul informacias adareben xarjTaRricxvasTan. maT Sesaba-
misobaSi mohyavT, agreTve, danaxarjebi da realizaciidan Se-
mosavlebi, riTac gansazRvraven marketinguli saqmianobis
efeqtianobas.
garegani informaciis Sefasebis sistema iTvaliswinebs
informaciis Segrovebas konkurentebze, sazogadoebaSi mimdi-
nare socialur procesebze, ekonomikis ganviTarebis mdgoma-
reobaze, teqnologiaze, sakanonmdeblo bazaze. am tipis in-
131
formacia miiReba masobrivi informaciis saSualebebidan, spe-
cialuri gamocemebidan, momxmareblebidan, momwodeblebidan,
Suamavlebidan, mTeli sazogadoebidan. aseTi saxis informa-
cia ikribeba, agreTve, sakuTari TanamSromlebidan da sxva
sawarmoebis xelmZRvanelobasTan urTierTobis procesSi.
informaciis xarisxi bevradaa damokidebuli mis Seg-
rovebaSi monawileTa kvalifikaciaze. amitom garegani infor-
maciis Segrovebis procesis gasaaqtiureblad sawarmoebi ata-
reben mTel rig RonisZiebebs, kerZod: axaliseben sakuTar
gamyidvelebs da savaWro agentebs saqonlis gayidvasTan da-
kavSirebuli yvela movlenis dasafiqsireblad; axaliseben
Suamavlebsac yvela mniSvnelovani monacemis maTTvis miwode-
bis mizniT; axaliseben egreTwodebul moCvenebiT myidvelebs
ukeTesad muSaobis mizniT, isini xom sinamdvileSi Tvalyurs
adevneben sawarmos saqonlis realizacias da savaWro perso-
nalis muSaobas. sawarmoebi garkveul RonisZiebebs atareben
konkurentebze informaciis Segrovebis procesis gasaumjobe-
sebladac. sawarmos konkurentebze informaciis Segroveba
SeuZlia Semdegi meTodebiT: konkurentebis saqonlis Sesyid-
va; monawileobis miReba konkurentebis mier mowyobil `Ria
karis” dReebsa da gamofena-daTvalierebebSi; konkurentebis
mier gamoqveynebuli angariSebis gacnoba; konkurent sawarmo-
ebSi momuSave adamianebTan da maT yofil TanamSromlebTan
gasaubreba; konkurentebis SuamavlebTan, momwodeblebTan Sex-
vedra da gasaubreba; konkurentebis reklamaze dakvirveba.
garegani informaciis misaRebad bevri sawarmo qmnis
specialur qvedanayofs, romlis TanamSromlebic ara marto
agroveben informacias, aramed xelmZRvanelebTan erTad aqti-
urad monawileoben mis SefasebaSi. amiT mkveTrad maRldeba
marketingis menejerebTan moxvedrili informaciis xarisxi.
marketinguli kvlevis sistemis arsebobis safuZvelia
gansazRvrul sabazro situaciebze dawvrilebiTi informaci-
132
is miRebis aucilebloba. marketingul kvlevas sawarmo an
TviTon atarebs am mizniT specialurad Seqmnili qvedanayo-
fis meSveobiT an kidev sxvas asrulebinebs saTanado anazRa-
urebis gadaxdis gziT. sazRvargareT sawarmoebi marketingul
kvlevas SekveTiT atarebineben kolejis studentebs da peda-
gogebs, specializebul organizaciebs. SekveTiT kvlevas, Zi-
riTadad, mcire da saSualo biznesis sawarmoebi axorciele-
ben. rac Seexeba msxvil sawarmoebs, maTi umetesoba TviTon
atarebs mas sakuTari ZalebiT.
marketinguli kvlevis procesSi Seiswavlian bazarze
Seqmnil mdgomareobas da am safuZvelze gansazRvraven bazris
potenciur SesaZleblobebs;adgenen sawarmoebis bazris wile-
bis Tanafardobas; aanalizeben gasaRebis mdgomareobas; swav-
loben konkurentebis saqonlis maxasiaTeblebs; axorcieleben
moklevadian da grZelvadian prognozirebas; swavloben fase-
bis politikas da momxmareblebis damokidebulebas axal sa-
qonelze.
marketinguli kvlevis sistema iaponur kompaniaSi
Kao, ori mimarTulebiT moqmedebs: erTi mxriv, informacia
grovdeba axal saqonelze, meore mxriv, tradiciulze.
axali saqonelis (sarecxi saSualebebis) bazarze ga-
motanisas erTmaneTs adareben axal da ukve bazarze arsebul
saqonels, swavloben momxmareblis reaqcias SefuTvaze, sa-
xelwodebaze, gamoyenebuli reklamis saxeebze. amis safuZ-
velze amuSaveben marketingis kompleqsis elementebis mixed-
viT bazarze gasatarebel RonisZiebebs, romelTa realizaci-
is bazaze iReben saboloo gadawyvetilebas saqonlis warmoe-
bis Sesaxeb.
tradiciul saqonelze Kao, agrovebs informacias
saqonlze momxmarebelTa damokidebulebis Sesaxeb; sacalo
qselSi Catarebuli gamokiTxvebiT adgens yidvis motivebs da
momxmarebelTa reaqcias rogorc misgan, ise konkurentebisgan
133
nayid saqonelze. kompania atarebs, agreTve, satelefono ga-
mokiTxvebs, iRebs intervius personalurad. erTi da imave
momxmareblis gamokiTxva xorcieldeba ramdenjerme saqonlis
mimarT misi damokidebulebis Secvlis da momavalSi misi Se-
Zenis SesaZleblobebis gasarkvevad. amiT Kao-s SesaZleblo-
ba eZleva droulad miiRos gadawyvetileba Tavisi saqonlis
momavalze.
marketinguli informaciis analizis sistema moicavs
marketinguli momsaxurebisa da RonisZiebebis analizisTvis
saWiro meTodebis erTobliobas. unda aRiniSnos, rom sxva-
dasxva sawarmoSi marketinguli informaciis analizis gan-
sxvavebuli sistemebi gamoiyeneba. amasTan, nebismieri aseTi
sistemis safuZvelia statistikuri banki da modelebis banki.
statistikur bankSi igulisxmeba marketinguli in-
formaciis damuSavebis Tanamedrove meTodebis erToblioba,
romelic umetes SemTxvevaSi moicavs regresiul, korelaci-
ur, faqtorul da diskriminantul analizs. aRniSnuli sta-
tistikuri meTodebis gamoyenebiT adgenen damokidebulebas
movlenebs Soris sxvadasxva mimarTulebiT. ase, magaliTad, am
meTodebis daxmarebiT SeiZleba pasuxi gaeces aseT kiTxvebs:
`ra kavSiria mogebis sididesa da reklamis xarjebs Soris?”,
`ra kavSiria momxmarebelsa da ama Tu im saqonlisTvis mis
mier upiratesobis miniWebas Soris?”
regresiuli analizi gamoiyeneba mocemuli cvladis
meore damoukidebeli cvladze an ramdenime damoukidebel
cvladze damokidebulebis gasarkvevad.
korelaciuri analizis dros adgenen kavSiris sim-
Widroves cvladebs Soris.
faqtoruli analiziT dgindeba mocemul cvladze
calkeuli faqtoris zemoqmedebiT gamowveuli cvlileba.
diskriminantuli analizi uzrunvelyofs informaciis
dajgufebas damoukidebeli cvladebis kombinaciis gamoyene-
134
biT, rac maT Soris gansxvavebis axsnis SesaZleblobas iZle-
va.
marketinguli informaciis analiziT saSualeba eZle-
vaT sawarmoebs pasuxi gascen Semdeg kiTxvebs:
1) romeli faqtorebi moqmedeben gasaRebis moculoba-
ze da rogoria TiToeuli maTganis mniSvneloba?
2) rogor Seicvleba gasaRebis moculoba fasebisa da
reklamis xarjebis gansazRvruli odenobiT gazrdis SemTxve-
vaSi?
3) savaraudod, romeli faqtorebis gavleniT aniWeben
momxmareblebi ama Tu im saqonels upiratesobas?
4) romeli cvladebis mixedviT jobia bazris segmen-
tacia?
modelebis banki maTematikuri modelebis erToblio-
baa. ukanasknel wlebSi mecnierebis mier Seqmnili modelebiT
SesaZlebelia teritoriul WrilSi saqmianobis ukeTesad
warmarTva, sawarmos adgilmdebareobis da saqonlis gasasa-
Reblad stimulirebis saSualebebis sworad SerCeva.
5.3. marketinguli kvlevis arsi, mniSvneloba, mizani

da ZiriTadi obieqtebi
sawarmoTa saqmianobis efeqtianad warmarTvis proces-

Si zogjer informacia pasiurad ikribeba, rac sasurvel Se-
degs ar iZleva. amitom atareben marketingul kvlevas.
marketingul kvlevaSi igulisxmeba konkretul situ-
aciaSi sawarmos saqmianobis gaumjobesebis mizniT marketin-
guli garemos Sesaxeb informaciis Segroveba da gaanalizeba
da am safuZvelze sabazro SesaZleblobebis Sefaseba.
rogorc ganviTarebuli qveynebis gamocdileba uCve-
nebs, verc erTi sawarmo, Tu surs arsebobis gaxangrZliveba
bazarze, gverds ver auvlis marketinguli kvlevis Catare-
135
bas. didi kompaniebi weliwadSi saSualod 3-4-jer atareben
marketingul kvlevas, saSualo da mcire sawarmoebi ki uf-
ro iSviaTad mimarTaven mas. amasTan ukanasknel wlebSi ara-
komerciuli organizaciebic xSirad sargebloben specialuri
marketinguli saagentoebis momsaxurebiT marketinguli kvle-
vis Casatareblad. ase, magaliTad, umaRles saswavleblebs
ainteresebT, Tu rogoria maTi saqmianobis Sesaxeb sazogado-
ebrivi azri da ra informaciis safuZvelze Camoyalibda is;
politikuri organizaciebi xSirad miznad isaxaven amomrCe-
velTa azris garkvevas maT kandidatze; skolebs surT, daad-
ginon, Tu rogor aris ganwyobili maTi saqmianobis mimarT im
regionis mosaxleoba, romelsac emsaxurebian.
amerikuli marketinguli firmebis gamokvleviT daad-
ginda, rom yvelaze xSirad marketingul kvlevas ganapiro-
bebs Semdegi mizezebi:
1) bazris potenciuri SesaZleblobebis gansazRvris
da misi maCveneblebis daxasiaTebis saWiroeba;
2) produqciis gasaRebisa da saqmiani aqtiurobis ana-
lizis aucilebloba;
3) bazris parametrebis moklevadiani prognozirebis
aucilebloba;
4) konkurentebis saqonlis Seswavlis saWiroeba;
5) axal saqonelze bazris reaqciis gamovlenis saWi-
roeba;
6) fasebis politikis Seswavlis saWiroeba;
7) produqciis gasaRebis teritoriul WrilSi gan-
sazRvris aucilebloba;
8) gasaRebis arxebis analizis aucilebloba.
marketingis evropis asociacia kvlevis Catarebis mi-
zezebs Semdegnairad akonkretebs:
1) axali saqonlis bazarze danergvisTvis xelis Sew-
yoba;
136
2) tradiciuli saqonlisTvis axali bazrebis Ziebis
aucilebloba;
3)tradiciuli saqonlis gayidvis moculobis gazrdis
aucilebloba.
maSasadame, marketinguli kvleva mowodebulia Seas-
rulos didi roli biznesis ganviTarebaSi. marketinguli
kvlevis mniSvneloba, konkretulad, SeiZleba Camoyalibdes
ase:
1) marketinguli kvleva exmareba sawarmos axali sa-
qonlis bazarze gatanis drois sworad gansazRvraSi, rac
xels uwyobs misi danergvis process;
2) tradiciuli saqonlis gayidvis dros marketingu-
li kvleva gamoavlens gayidvis axal SesaZleblobebs;
3) saqonelze moTxovnis Semcirebis SemTxvevaSi mar-
ketinguli kvlevis meSveobiT SesaZlebeli xdeba araxelsay-
reli mdgomareobis gamosworeba, rac bazris gamococxlebis
gzebis ZiebiTaa ganpirobebuli.
marketinguli kvlevis efeqtianobisTvis aucilebelia,
rom marketingis mmarTveli kargad erkveodes mis arssa da
TaviseburebebSi, Catarebis specifikaSi. amis gareSe ver iqne-
ba mopovebuli saWiro informacia da, cxadia, verc swori
daskvnebi gakeTdeba.
praqtikaSi gvxvdeba marketinguli kvlevis Semdegi
saxeebi:
1) kabineturi kvleva;
2) multiklienturi kvleva;
3) multisponsoruli kvleva;
4) paneluri kvleva;
5) savele kveleva.
kabineturi kvleva iseTi kvlevaa, romelic, ZiriTa-
dad, gamoqveynebul (e.i. meorad) informacias emyareba. mul-
tiklienturia erTi da imave amocanebis gadaWriT daintere-
137
sebuli sxvadasxva kompaniis mier dafinansebuli kvleva. ase-
Ti kvleva sawarmoebs SedarebiT iafi ujdebaT. multispon-
soruli kvleva iTvaliswinebs erTmaneTTan dakavSirebuli,
magram bunebiT, SinaarsiT, warmoqmnis sferoebiT gansxvavebu-
li problemebis erTdroul kvlevas. yoveli SemkveTi ayenebs
Tavis amocanebs, romelTac mkvlevari garkveuli Tanmimdev-
robiT axarisxebs da ikvlevs. am tipis kvlevis calkeul
etapebs sxvadasxva SemkveTi afinansebs. aseTi saxis marketin-
gul kvlevas omnibusur kvlevasac uwodeben. paneluri marke-
tinguli kvleva gulisxmobs specialurad gamoyofil adami-
anTa jgufebis an organizaciebis periodulad gamokvlevas.
savele marketinguli kvleva iseTi kvlevaa, romlis drosac
gamoiyeneba pirveladi marketinguli informacia.
marketinguli kvlevis sfero sakmaod vrcelia. yvela-
ze ufro xSirad ikvleven reklamas, komerciul saqmianobas,
firmis pasuxismgeblobas, saqonlis Seqmnis process, gasaRe-
bis mdgomareobas. am sferoebSi kvlevis obieqtis rolSi ga-
mosuli maCveneblebi gacilebiT ufro mravalferovania (ix.
cxrili 5.2.).
marketinguli kvlevis ZiriTad obieqtebs specialis-
tTa nawili erTgvarovani niSnis mixedviT ajgufebs da aya-
libebs Semdegnairad:

cxrili 5.2.
aSS-is 798 firmaSi Catarebuli marketingul
gamokvlevaTa saxeebi
Котлер Ф. Основы маркетинга. Краткий курс. Пер. с англ. М., 2003

ст.84
138
procenti mTlian
kvlevis Camtare-
beli firmebis
raodenobaSi
kvlevis sfero da saxe
1 2
reklama
samomxmareblo motivaciis kvleva 48
sareklamo testebis kvleva 49
sareklamo saSualebebis Seswavla 61
sareklamo gancxadebebis efeqtianobis Seswavla 67
komerciuli saqmianoba da misi ekonomikuri analizi
moklevadiani prognozireba 85
grZelvadiani prognozireba 82
saqmiani aqtivobis Seswavla 86
fasebis politikis Seswavla 81
sawarmoebisa da sawyobebis ganlagebis principebis 71
Seswavla
sasaqonlo nomenklaturis Seswavla 51
saerTaSoriso bazrebis Seswavla 51
xelmZRvanelobis informirebis sistema 72
firmebis pasuxismgebloba
momxmarebelTa informirebis problemis Seswavla 26
gare samyaroze zemoqmedebis Seswavla 33
reklamisa da stimulirebis dargSi sakanonmdeblo Sez- 51
Rudvebis Seswavla
sazogadoebrivi faseulobisa da socialuri politi- 40
kis Seswavala
saqonlis damuSaveba
axal saqonelsa da mis potencialze reaqciis 84
Seswavla
konkurentebis saqonlis Seswavla 85
saqonlis testireba 75
safuTavis Seqmnis problemebis Seswavla 60
gasaReba da bazrebi
bazris potenciuri SesaZleblobis gazomva 93
firmebs Soris wilebis ganawilebis analizi 92
bazris maxasiaTeblebis Seswavla 93
gasaRebis analizi 89
139
qvotebisa da gasaRebis teritoriebis gansazRvra 75
ganawilebis arxebis Seswavla 69
sacdeli marketingi 54
gasaRebis stimulirebis strategiis Seswavla 52
1) bazris funqciuri elementebis sistema, romelic

aerTianebs saqonelze moTxovnas da miwodebas, mza nawarmze,
resursebze da momsaxurebaze arsebul fasebs;
2) bazris nivTobriv-sagnobrivi elementebi, romleb-
Sic igulisxmeba saqoneli da misi nairsaxeobebi, momsaxure-
bis saxeebi;
3) bazris subieqtebi _ momxmarebeli, myidveli,
mwarmoebeli, mimwodebeli, Suamavali, gamyidveli da sxva;
4) warmoebis sferos ganviTarebis maCveneblebi: saqon-
lis Semosuloba, saqonelbrunva, saqonlis maragi. am maCve-
neblebis dinamika da struqtura;
5) momsaxurebis sferos ganviTarebis maCveneblebi:
momsaxurebis calkeuli saxeebis moculoba da dinamika, mom-
saxurebis sferoSi gamoyenebuli meTodebi, momsaxurebis xa-
risxi da a.S.
6) produqciis warmoebis, mimoqcevisa da momsaxure-
bis sferos teqnikur-ekonomikuri da organizaciuli maCve-
neblebi: sawarmoo simZlavreebi, resursebis mdgomareoba, sa-
qonelmoZraobis formebi, saqonlis gadaadgilebis, Senaxvisa
da gayidvis saSualebebi da a.S.
7) bazris ganviTarebis regionuli Taviseburebebi;
8) konkurentebis saqmianoba: konkurentTa raodenoba,
maTi saqmianobis masStabebi, konkurenciis formebi, konkuren-
tebis Zlieri da susti mxareebi da a.S.
9) saqonlis warmoebisa da gasaRebis stimulireba:
momxmareblebis, gamsaReblebis da warmoebis sferoSi dasaqme-
buli adamianebis stimulirebis meTodebi, stimulirebis mi-
zani da Sedegebi;
140
10) sawarmoTa finansuri mdgomareobis amsaxveli maC-
veneblebi: Semosavali, xarjebi, mogeba, rentabeloba, gadasa-
xadebi, jarimebi, sanqciebi da a.S.
marketinguli kvleva xorcieldeba rogorc zogadi,
ise konkretuli meTodebis gamoyenebiT.
zogadi meTodebidan, pirvel rigSi, unda aRiniSnos
dialeqtikuri meTodi, induqcia, deduqcia, analizi da sin-
Tezi.
dialeqtikuri meTodi iTvaliswinebs bazarze arsebu-
li movlenebisa da procesebis urTierTkavSirsa da ganviTa-
rebaSi Seswavlas. am dros SesaZlebelia ama Tu im konkre-
tuli bazris ganviTarebis etapebis daxasiaTeba, misi tenden-
ciebisa da kanonzomierebebis gamovlena. induqcia kerZo xasi-
aTis movlenebidan, maCveneblebidan zogadi daskvnebis gamota-
nas gulisxmobs. deduqcia, piriqiT, zogadi debulebidan ker-
Zo daskvenebis gamotanas iTvaliswinebs. analizi, rogorc
marketinguli kvlevis meTodi, Sesaswavli obieqtis ganviTa-
rebis kanonzomierebebs adgens misi Semadgenel nawilebad
daSlis da Seswavlis gziT. rac Seexeba sinTezs, rogorc
kvlevis meTods, is gulisxmobs sakvlevi obieqtis nawilebis
erT mTlianobaSi Seswavlas.
marketinguli kvlevis procesSi informacias agrove-
ben, amuSaveben da maT safuZvelze momavlisTvis prognozul
maCveneblebs angariSoben mTeli rigi konkretuli meTodebisa
da xerxebis gamoyenebiT. maT miekuTvneba: dajgufeba, Sedare-
ba, dinamikuri mwkrivebis ageba, indeqsebis gaangariSeba da
a.S.
marketinguli kvlevis procesSi gamoyenebuli meTode-
bidan specialistebi erT-erT yvelaze gavrcelebul meTodad
sabalanso meTods sTvlian. am meTodis gamoyenebiT kvlevis
procesSi, da saerTod praqtikaSic, angariSoben saqonlis Se-
mosulobis, gayidvis, moTxovna-miwodebis Tanafardobis, fu-
141
ladi Semosavlebisa da xarjebis sidideebs. sabalanso meTo-
di emyareba Semdeg formulas:
saqonlis maragi pediodis dasawyisSi + saqonlis Se-
mosuloba = realizacia + danakargebi + saqonlis maragi pe-
riodis bolos.
bunebrivia, am meTodiT calkeuli maCveneblis gaanga-
riSebisas formula iRebs ganxvavebul xasiaTs. magaliTad,
gayiduli saqonlis sididis gaangariSebis dros formulas
aqvs Semdegi saxe:
saqonlis gayidvis moculoba = saqonlis marags peri-
odis dasawyisSi + saqonlis Semosuloba _ dakargebi _ sa-
qonlis maragi periodis bolos.
marketingul kvlevas aucileblad unda hqondes kom-
pleqsuri xasiaTi, rac niSnavs maCveneblebis urTierTkavSir-
Si Seswavlas. maCveneblebis cal-calke analizi ar iZleva
swori daskvnebis gamotanis saSualebas, radgan is erTi da
imave movlenis sxvadasxva mxares axasiaTebs.
marketinguli kvlevis procesi
marketinguli kvleva moicavs erTmaneTTan logikurad

dakavSirebul Semdeg etapebs (ix. nax.5.2.):
1) problemis gamovlena;
2) kvlevis koncefciis damuSaveba;
3) informaciis wyaroebis arCeva;
142
kvlevis Sedegebis angariSis saxiT gaformeba da wardgena
Sekrebili informaciis analizi
informaciis Sekreba
informaciis wyaroebis arCeva
kvlevis koncefciis damuSaveba
problemis gamovlena
nax. 5.2. marketinguli kvlevis procesi
4) informaciis Sekreba;
5) Sekrebili informaciis analizi;
6) miRebuli Sedegebis angariSis saxiT gaformeba
da wardgena.
problemis gamovlenaze uSualod aris damokidebuli
sawarmos muSaobis saboloo Sedegebi. sawarmosTvis proble-
muri situaciis zustad dadgeniT finansebi mizanmimarTulad
ixarjeba da rac mTavaria, problema droulad gadawydeba.
amiT, cxadia, mniSvnelovani nabiji gadaidgmeba saqmianobis
efeqtianobis miRwevis mimarTulebiT. problemuri sabazro
situaciis dasadgenad sawarmoebis marketingis specialistebi
awyoben eqspertebis gamokiTxvas da diskusiebs, swavloben
arsebul literaturas. amiT maT garkveuli warmodgena eq-
143
mnebaT bazarze Seqmnil situaciebze, rac maT problemuri
situaciis dadgenaSi exmareba.
marketinguli kvlevis Semdeg etapze muSavdeba kvle-
vis koncefcia, romelic iTvaliswinebs kvlevis miznebis da-
muSavebas, informaciis wyaroebis da informaciis Semgrovebe-
li pirebis dadgenas, informaciis Segrovebis meTodebis da-
zustebas.
kvlevis mizani (miznebi) SeiZleba iyos saZiebo, aRwe-
rilobiTi da eqsperimentuli. saZiebo miznis miRweva exmare-
ba mklevarebs kvlevis hipoTezis SemuSavebaSi. aRwerilobiTi
mizani gansazRvruli movlenebis aRweraSi gamoixateba. eqspe-
rimentulia mazani, romelic iTvaliswinebs hipoTezis Semow-
mebas.
informaciis mopovebis wyaro SeiZleba iyos pirvela-
di an meoradi. Tu miRebuli iqneba gadawyvetileba meoradi
informaciis gamoyenebaze, SeirCeva, imavdroulad, misi mopo-
vebis wyaroebic, romlebic, rogorc cnobilia, SeiZleba iyos
Sinagani da garegani. Sinagan wyaroebSi sawarmos angariSge-
biT masalebTan erTad mniSvnelovani adgili ukavia adre Ca-
tarebuli marketinguli gamokvlevis Sedegebs. Sinagani in-
formacia SeiZleba inaxebodes kompiuterSi. Sinagani informa-
ciis mopoveba, marTalia, swrafad da naklebi danaxarjebiT
xorcieldeba, magram is arasrulia da arsebuli formiTac
zogjer arc gamodgeba swori marketinguli gadawyvetilebis
masaRebad. amitom mimarTaven sawarmoebi informaciis mopove-
bis garegan wyaroebs, romelTac miekuTvneba: statistikis sa-
xelmwifo departamenti, masobrivi informaciis saSualebebi,
sxvadasxva saministroebisa da sawarmoebis angariSebi, samec-
niero-kvleviTi institutebis gamokvlevebi da a.S.
vinaidan informaciis Semgrovebeli pirebis profesio-
nalizmi did gavlenas axdens mopovebuli informaciis
srulyofilobasa da obieqturobaze, kvlevis koncefciis da-
144
muSavebis procesSi saTanado yuradRebas uTmoben maT gansaz-
Rvrasac.
kvlevis koncefciis damuSavebis procesSi zustdeba,
agreTve, informaciis mopovebis meTodebi.
Tu miRebuli iqneba gadawyvetileba pirveladi infor-
maciis mopovebaze, SeirCeva is pirovnebebic, romlebic Caata-
reben marketingul kvlevas uSualod sawarmoSi. marketingu-
li kvlevis procesSi CarTuli adamianebis profesionalizms
gacilebiT meti mniSvneloba aqvs, vidre meoradi informaci-
iT dakavebuli adamianebis profesionalizms, radgan aseTi in-
formacia ar arsebobs mza saxiT. Tu sawarmos ar hyavs mar-
ketinguli kvlevis Casatareblad kadrebi, misi xelmZRvane-
loba SekveTas aZlevs specializebul samecniero-kvleviT in-
stitutebs an saagentoebs.
pirveladi informaciis xasiaTi uSualo kavSirSia mi-
si Segrovebis procesSi gamoyenebul meTodebTan.
praqtikaSi iyeneben pirveladi informaciis Segrovebis
Semdeg meTodebs:
1) gamokiTxva;
2) dakvirveba;
3) eqsperimenti.
mocemuli meTodebidan yvelaze ufro farTod iyeneben
gamokiTxvas. marketingul gamokvlevaTa daaxloebiT 90%,
specialistTa azriT, gamokiTxvis meTods emyareba.
gamokiTxva gulisxmobs momxmareblebis, myidvelebis,
specialistebis Sexedulebebis garkvevas ama Tu im sakiTxze,
problemaze. gamokiTxva SeiZleba Catardes rogorc werilo-
biT, ise zepiri formiT. zepiri gamokiTxva tardeba intervi-
us saxiT an telefonis gamoyenebiT, werilobiTi gamokiTxva
ki xorcieldeba winaswar Sedgenili anketebiT an gamosakiT-
xi furclebiT.
145
zepiri gamokiTxva informaciis uswrafesi gziT Seg-
rovebas uzrunvelyofs. am dros interviuers saSualeba eZ-
leva ganumartos respodents dasmuli kiTxvebis Sinaarsi,
rac xels uwyobs miRebuli informaciis srulyofilobas.
yvelaze gavrcelebuli zepiri gamokiTxvis meTodia
piradi interviu. mis did mniSvnelobas marketinguli gamo-
kiTxvis procesSi ganapirobebs is faqti, rom interviuers
saSualeba aqvs misces yvela sasurveli kiTxva respodents
da Tan gamokiTxvis Sedegebs daamatos Tavisi Sexedulebebi.
interviu SeiZleba iyos individualuri da jgufuri. indivi-
dualuri intervius dros respodentebi gamoikiTxebian bina-
ze, samuSao adgilze, quCaSi. kontaqti interviuers da res-
podents Soris SeiZleba gavrceldes ramdenime wuTidan ram-
denime saaTamde. zogjer respodents dakarguli drois asa-
nazRaureblad materialurad axaliseben _ gadascemen mcire
Tanxas an saCuqars. jgufuri intervius dros erTdroulad
gamoikiTxeba 8-12 adamiani, romelTac gansazRvrul adgilze
winaswar miiwveven xolme ama Tu im marketingul problemaze
sasaubrod. gamosakiTxad SerCeul adamianebs fokus jgufs
uwodeben. jgufuri gamokiTxvis Camtarebeli pirovneba auci-
leblad unda iyos maRalkvalificiuri da obieqturi. is
kargad unda flobdes sasaubro Temas. interviu unda aiRon
sasiamovno atmosferoSi. gamoricxulia Zaldataneba. gaTva-
liswinebulia respodentebisTvis civi sasmelebis SeTavazeba.
telefoniT intervius aRebac mniSvnelovan rols asrulebs
saWiro informaciis uswrafesad mopovebis saqmeSi. magram
telefoniT gamokiTxva xasiaTdeba naklovanebebiT. jer erTi,
SeiZleba intervius aReba maTgan, visac telefoni aqvs, meo-
re, interviu mimdinareobs mokle drois manZilze.
anketa werilobiTi gamokiTxvis ZiriTadi iaraRia,
romlis sworad Sedgenaze uSualod aris damokidebuli mi-
Rebuli informaciis xasiaTi. anketa unda Seadginos specia-
146
listma, romelic SeZlebs iseTi kiTxvebis da im formiT Se-
tanas anketaSi, rom miiRon realobis obieqturad amsaxveli
pasuxebi. amis gamo specialistebi kiTxvebs xSirad svamen
arapirdapir, respodentisTvis misaRebi formiT. rogorc we-
si, anketaSi SeaqvT daxuruli kiTxvebi, e.i. respodents sTa-
vazoben pasuxebis variantebs, romelTaganac is irCevs erT-
erTs. Tumca zogjer dasaSvebia da respodentic pasuxis
ramdenime variants irCevs.
specialistebi anketis Sesadgenad iZlevian Semdeg re-
komendaciebs:
1) kiTxvebi anketaSi unda daisvas martivi formiT
da gasagebi eniT. orazrovani sityvebis gamoyeneba dauSvebe-
lia;
2) kiTxvebi unda iyos erTmniSvnelovani;
3) kiTxvebis SerCevis dros aucileblad unda gaiTva-
liswinon is wvlili, romelic maTze gaweulma pasuxebma Se-
iZleba Seitanon kvlevis miznebis miRwevaSi;
4) anketaSi ar unda Seitanon arafrismomtani, fuWi
kiTxvebi. isini cudad moqmedeben respodentze da TanamSrom-
lobis survils ukargaven mas;
5) ar daiSveba respodentisTvis pasuxis gasacemad sa-
surveli mimarTulebis micema;
6) dasawyisSi unda daisvas martivi kiTxvebi, romle-
bic TandaTanobiT garTuldeba;
7) rogorc wesi, anketaSi jer svamen zogad kiTxvebs,
Semdeg ki specialurs;
8) anketis dasawyisSi kargi specialisti dasvams res-
podentis ndobis mompovebel kiTxvebs, romlebic respodents
TanamSromlobis wyurvils aRuZraven. Semdeg daismeba arsebi-
Ti xasiaTis kiTxvebi, romlebze pasuxis misaRebadac tardeba
gamokiTxva. amis Semdeg svamen gamakontrolebel, bolos ki
pirovnuli xasiaTis kiTxvebs. anketaSi ar unda Seitanon
147
kiTxvebi, romlebzec, savaraudod, respodenti pasuxs ar gas-
cems.
9) werilobiTi gamokiTxvis dros Sevsebuli ankete-
bis dasabruneblad SeiZleba materialuri stimulebi gamoi-
yenon. am dros aucileblad unda miiRon mxedvelobaSi is ga-
remoeba, rom respodentebma SesaZlebelia madlierebis gamo
kiTxvebze Selamazebuli pasuxebi gascen.
sasurvelia, anketas Tan daerTos werili, romelSic
xazs gausvamen gamokiTxvis anonimurobas. amiT respodents
moexsneba SiSis grZnoba imis gamo, rom misi pasuxebi sxve-
bisTvis gaxdeba cnobili. es faqti mas aRuZravs anketis Sev-
sebis survils.
kargi iqneba Tu anketas Tanmxleb werilTan erTad
daurTaven konverts Sevsebuli anketis ukan dasabruneblad.
sasurvelia anketa iyos mcire moculobis, rom ar
daezaros respodents misi Sevseba.
anketuri gamokiTxvis normalurad CatarebisTvis di-
di mniSvneloba eniWeba interviuerTan winaswar konsultaci-
ebs gamokiTxvis Catarebis procedurasTan dakavSirebiT.
marketingul gamokvlevaSi mniSvnelovan rols asru-
lebs paneluri gamokiTxva. panelSi igulisxmeba respodentTa
winaswar SerCeuli jgufis ramdenjerme gamokiTxva drois
Tanabar SualedebSi. panelis Seqmna da SenarCuneba Zviri
jdeba. paneli, ZiriTadad, samecniero-kvleviT institutebs
aqvT Seqmnili. praqtikaSi ansxvaveben Semdegi saxis panelebs:
1) savaWro paneli;
2) momxmarebelTa paneli;
3) sxvadasxva specialuri paneli.
savaWro panelebidan yvelaze ufro gavrcelebulia
sacalo vaWrobis muSakTa paneli. am panelis meSveobiT mii-
Reba informacia ama Tu im saqonlis Sesyidvaze, gayidvaze,
maragis sididesa da gayidvis siswrafeze. amiT SesaZlebeli
148
xdeba konkurentirebadi saqonlis gasaRebis arxebis, axali
saqonlis gayidvis mdgomareobis da momavali bedis dadgena.
momxmarebelTa paneli iTvaliswinebs calkeuli pire-
bisa da saojaxo meurneobebis gamokiTxvas. am gziT miiReba
informacia maT mier Sesyiduli saqonlis odenobaze, maT da-
naxarjebze, maTTvis misaReb fasebze, sasurveli saxis saqo-
nelsa da saqonelmoZraobis arxze.
panelis Seqmna danaxarjebTan erTad dakavSirebulia
mTel rig sirTuleebTan. jer erTi, panelSi TanamSromleba-
ze momxmareblebis da specialistebis Tanxmobis miReba sakma-
od Znelia. amisTvis winaswar unda imuSaos organizaciam,
romelic miznad isaxavs panelis Seqmnas. amasTan, panelis
Seqmnis Semdegac misma monawileebma SeiZleba uari ganacxa-
don TanamSromlobaze, Seicvalon sacxovrebeli adgili, gar-
daicvalon. saWiroa panels gamoklebuli wevris axliT Sec-
vla. xangrZlivi drois manZilze TanamSromlobis SemTxvevaSi
panelis monawileebi pasiurebi xdebian. saWiro xdeba maTTan
meti kontaqti da garkveuli materialuri da moraluri wa-
xaliseba aqtiuri TanamSromlobisTvis. panelis monawileeb-
Tan saWiroa muSaoba im mimarTulebiTac, rom araviTar Sem-
TxvevaSi ar gascen anketis kiTxvebs araswori pasuxebi, ro-
gori Zneli da uxerxulic ar unda iyos maTTvis swori pa-
suxis gacema.
ganviTarebul qveynebSi marketinguli gamokvlevebis
Catarebis procesSi specializebuli organizaciebi iyeneben
sxvadasxva saxis mowyobilobebsac: galvanometrs, audio-
metrs, specialur aparats Tvalis moZraobis dasafiqsireb-
lad da a.S.
galvanometri gamoiyeneba interesTa intensiurobis an
gamokiTxulTa grZnobebis gasazomad. es mowyobiloba afiqsi-
rebs emociebs oflis gamoyofis gazomvis gziT. audiometri
CarTulia respodentTa televizorebSi da afiqsirebs yvela
149
CarTvas da arxs. Tvalis moZraobis dasafiqsirebeli specia-
luri aparatis daxmarebiT arkveven Tu mzera, pirvel rigSi,
obieqtis romel monakveTSi ecema da ramden xans.
dakvirvebas gamokiTxvasTan SedarebiT naklebad iyene-
ben marketinguli kvlevis procesSi, Tumca mas gamokiTxvas-
Tan SedarebiT aqvs garkveuli upiratesobebi:
1) dakvirveba ama Tu im obieqtze tardeba misi survi-
lis gauTvaliswineblad;
2) dakvirvebis Sedegebze gavlenas ar axdens gamosak-
vlevi obieqtis ganaTlebis done da inteleqtualuri SesaZ-
leblobebi;
3) dakvirvebis dros SesaZlebelia gamokiTxvasTan Se-
darebiT obieqturobis TvalsazrisiT ufro maRali donis
informaciis Segroveba;
4) dakvirvebis Sedegebi mTlianad damokidebulia dam-
kvirveblis profesionalizmze. amitom am dros mTeli aqcen-
ti gadatanilia damkvirveblis sworad SerCevaze.
marketinguli kvlevis procesSi pirveladi informa-
ciis Sesagroveblad iyeneben agreTve eqsperiments.
eqsperiments uwodeben iseT gamokvlevas, romlis
drosac adgenen, Tu erTi an ramdenime damoukidebeli cvla-
di rogor moqmedebs erT an ramdenime damoukidebel cvlad-
ze. amitom am kvlevas mizez-Sedegobriv kvlevasac uwodeben.
eqsperimentis procesSi cvlilebebi xorcieldeba gan-
sazRvrul CarCoebSi; monacemebis Segroveba uSualod mkvle-
varTa CareviT xdeba; mowmdeba movlenebs Soris mizez-Sede-
gobrivi kavSirebi da a.S.
eqsperimenti SeiZleba Catardes laboratoriaSi, SeiZ-
leba savele-realur pirobebSi _ bazarze. laboratoriuli
eqsperimentis dros gareSe faqtorebs akontroleben, savele
pirobebSi ki ar gamoricxaven gaukontrolebeli gareSe faq-
torebis zemoqmedebas.
150
marketinguli kvlevis Semdegi etapia Sekrebili in-
formaciis analizi, romelic SeiZleba xeliT ganxorciel-
des, SeiZleba eleqtronuli saSualebebiT. informaciis ana-
lizis dros metad mniSvnelovania uvargisi anketebis amoRe-
ba. uvargisad iTvleba anketa, romelSic urTierTsawinaaR-
mdego pasuxebia dafiqsirebuli, gamotovebulia kiTxvebi,
Sewyvetilia pasuxebis gacema, pasuxebi aSkarad araa swori.
amoiReba dagvianebiT mosuli anketebic.
Sekrebili informaciis analizis procesSi, rogorc
wina TavSi aris aRniSnuli, gamoiyofa regresiuli, korela-
ciuri, faqtoruli da diskriminantuli analizis meTodebi.
analizis Sedegebis mixedviT formdeba angariSi, ro-
melic waredgineba damkveTs.
marketinguli kvlevis Sedegebi gamoiyeneba bazris
ganviTarebis ZiriTadi maCveneblebis prognozirebisTvis.
V TavSi gamoyenebuli marketinguli terminebi
marketinguli kvleva
pirveladi informacia
meoradi informacia
marketingis informaciuli sistema
Sinagani angariSgebis sistema
garegani informaciis Segrovebis sistema
marketinguli kvlevis sistema
marketinguli informaciis analizis sistema
statistikuri banki
kabineturi kvleva
multiklienturi kvleva
multisponsoruli kvleva
paneluri kvleva
savele kvleva
151
marketinguli kvlevis koncefcia
pirveladi informacia
gamokiTxva
gamokiTxvis anketa
zepiri gamokiTxva
individualuri interviu
jgufuri interviu
fokus-jgufi
dakvirveba
eqsperimenti
savaWro paneli
momxmarebelTa paneli
reziume
sawarmoTa xelmZRvanelebs swori gadawyvetilebis mi-

Reba SeuZliaT mxolod saTanado moculobis obieqturi in-
formaciis analizis Sedegebze dayrdnobiT. informacias ag-
roveben sxvadasxva wyarodan, sxvadasxva xerxisa da saSuale-
bis gamoyenebiT. informaciis Segrovebas, analizs, Sekrebas
da gamoyenebisTvis saWiro kavSirebis damyarebas uzrunvel-
yofs marketingis informaciuli sistema.
marketingis informaciuli sistema moicavs Sinagani an-
gariSgebis sistemas, garegani informaciis Segrovebis siste-
mas, marketinguli kvlevis sistemas da marketinguli infor-
maciis analizis sistemas.
marketingul kvlevas atarebs an TviTon sawarmo an ki-
dev sawarmos dakveTiT specializirebuli organizacia saTa-
nado anazRaurebis safuZvelze.
152
mocemul TavSi daxasiaTebulia marketinguli kvlevis
Semdegi saxeebi: kabineturi kvleva, multiklienturi kvleva,
multisponsoruli kvleva, paneluri kvleva, savele kvleva.
marketinguli kvleva xuTi etapisgan Sedgeba. pirvel
etapze gamoavlenen problemas, romelic unda Seiswavlon.
meore etapze amuSaveben kvlevis koncefcias, romelic iTva-
liswinebs kvlevis miznis (an miznebis), informaciis wyaroe-
bis da Semgrovebeli pirebis dadgenas, informaciis Segrove-
bis wyaroebis dazustebas. am etapze didi mniSvneloba aqvs
pirveladi informaciis Segrovebis procesSi gamosayenebeli
meTodis (an meTodebis) dazustebas. Semdeg etapze agroveben
informacias sxvadasxva wyarodan SerCeul meTodze (an meTo-
debze) dayrdnobiT. momdevno etapze Segrovebul informaci-
as aanalizeben, bolo etapze ki analizis Sedegebis mixedviT
aformeben angariSs, romelsac saWiro formiT warudgenen
damkveTs.
marketinguli kvlevis pirvel etapze problemuri si-
tuaciis sworad dadgena did gavlenas axdens sawarmos saq-
mianobis Sedegebze. jer erTi, problemis sworad gansaz-
Rvris dros saxsrebi mizanmimarTulad ixarjeba da, meorec,
izrdeba problemis droulad gadaWris Sansi. marketinguli
kvlevis Semdeg etapze muSavdeba kvlevis koncefcia, rome-
lic moicavs kvlevis miznebis damuSavebas, informaciis wya-
roebis da misi Segrovebis meTodebis dadgenas. am etapze ga-
nisazRvreba is pirebic, romlebmac unda Seagrovon informa-
cia. informacia SeiZleba iyos pirveladi da meoradi. pirve-
lad informacias agroveben gamokiTxvis, dakvirvebis da eq-
sperimentis meTodebis gamoyenebiT. yvelaze metad gavrcele-
bulia gamokiTxvis meTodi. gamokiTxva tardeba zepirad da
werilobiT. zepir gamokiTxvas aqvs, ZiriTadad, intervius
saxe. is SeiZleba Catardes telefonis gamoyenebiTac. weri-
lobiTi gamokiTxva xorcieldeba winaswar Sedgenili ankete-
153
biT an gamosakiTxi furclebiT. praqtikul marketingSi iye-
neben panelur gamokiTxvasac. ganasxvaveben savaWro, momxmare-
belTa da sxvadasxva specialur panelebs. gamokiTxvasTan Se-
darebiT dakvirveba naklebad gamoiyeneba. marketinguli kvle-
vis procesSi informaciis Sesagroveblad naklebad iyeneben
eqsperimentsac. informaciis Segrovebis Semdeg aanalizeben
mas da miRebuli Sedegebis safuZvelze aformeben angariSs,
romelsac warudgenen damkveTs.
154
Tavi 6. momxmarebelTa qceva
VI Tavis swavlebis miznebi

1) momxmarebelTa rolis siRrmiseuli gaazreba biznesis
ganviTarebaSi;
2) samomxmareblo da biznessaqonlis momxmarebelTa
qcevis ganmsazRvreli faqtorebis daxasiaTeba;
3) samomxmareblo da biznessaqonlis yidvaze gadawyveti-
lebis miRebis procesSi monawile subieqtebis rolis
aRwera;
4) yidvis procesis etapebis daxasiaTeba.
6.1. momxmareblebi da maTi tipologia
sabazro ekonomikis pirobebSi uSualod momxmarebelzea

damokidebuli biznesis ama Tu im dargSi dasaqmebuli adami-
anebis saqmianobis saboloo Sedegi. saqonlis yidviT an masze
uaris TqmiT momxmarebeli gamodis biznesis Sedegebis Ziri-
Tadi Semfaseblis rolSi. swored amitom ambobda amerikeli
mewarme d. bini momxmarebelze: yvelaze mniSvnelovani perso-
na, romelic rodesme moinaxulebs Cvens ofiss an mogvmar-
Tavs fostiT, momxmarebelia. is ar aris Cvenze damokidebu-
li, piriqiT, Cven varT damokidebuli masze. momxmarebeli
Cven xels ar gviSlis muSaobaSi. is aris Cveni saqmianobis
mTavari mizani. Cven ar vuwevT momxmarebels samsaxurs, roca
vzrunavT masze, piriqiT, is gvemsaxureba Cven, roca momar-
Tavs Cvens firmas. momxmarebelTan ar SeiZleba kamaTi. mas ar
unda dascino. aravis araferi ar mougia imiT, rom SekamaTe-
bia momxmarebels.
155
momxmarebeli Cven mogvmarTavs Tavisi survilebiT. Cveni
saqmianobis arsi am survilebis CvenTvisac da misTvisac mom-
gebianad Sesrulebaa. momxmareblis mimarT mxolod aseTi da-
mokidebulebiT aris SesaZlebeli warmatebis miRweva, saqmia-
nobis momgebianad warmarTva. mwarmoeblebma da produqciis
gamsaReblebma ar unda dakargon momxmareblebi, piriqiT, unda
izrunon maTi wris Semdgomi gafarToebisTvis. amisTvis saWi-
roa, momxmarebels yovelTvis moemsaxuro ise, rogorc pir-
velad, Tu is pirveli momsaxurebiT kmayofili darCa.
mewarmeebi aucileblad unda gaerkvnen momxmarebelTa
moTxovnebSi, rac SesaZlebelia maTi gamokvlevis gziT. maSa-
sadame, unda dadgindes, Tu ras elian momxmareblebi mewarme-
ebisgan. mainc ra surT momxmareblebs mewarmeebisgan? am kiT-
xvas SeiZleba gaeces Semdegi pasuxi:
1) momxmarebeli saqonlis SeZenis procesSi iTxovs
mSvidi atmosferos Seqmnas;
2) momxmarebels surs usafrTxoo saqonlis SeZena;
3) momxmarebels surs, rom mas, rogorc pirovne-
bas, pativs scemdnen;
4) momxmarebels siamovnebs mis problemebze zrun-
va;
5) momxmarebels surs kavSiris damyareba saqonlis
mwarmoeblebTan;
6) momxmarebels unda saTanado asortimentisa da
xarisxis saqonlis SeZena;
7) momxmarebels surs misi moTxovnebis srulyofi-
lad dakmayofileba;
8) momxmareblis survilia saqonlis dabruneba au-
cileblobis SemTxvevaSi;
9) momxmarebels zogjer surs sxva momxmarebelTan
partnioroba (roca is sawarmoo daniSnulebis
saqonlis momxmarebelia).
156
cxadia, Tu sawarmo SeZlebs momxmarebelTa CamoT-
vlili survilebis Sesabamisad Tavisi saqmianobis warmar-
Tvas, aucileblad miiRebs dadebiT Sedegs.
mainc vis uwodeben sawarmoebi momxmareblebs?
sawarmoebi momxmareblebSi gulisxmoben im adamianebsa
da sawarmoebs, romlebic yiduloben da moixmaren mocemuli
sawarmos produqcias.
produqciis moxmarebis miznisa da daniSnulebis mixed-
viT ganasxvaveben individualur da sawarmoo moxmarebas. in-
dividualuri moxmarebis dros momxmarebeli ikmayofilebs
pirad an saojaxo moTxovnilebebs, e. i. am dros nayidi
produqcia sabolood moixmareba. amitom saqonlis individu-
alur momxmareblebs saboloo momxmareblebsac uwodeben. sa-
boloo momxmareblebi bolo rgols warmoadgenen saqonlis
warmoebisa da ganawilebis erTian jaWvSi. sawarmoo moxmare-
bis dros saqonels yiduloben sxva saqonlis warmoebis
procesSi gamosayeneblad. amis Sesabamisad yalibdeba samom-
xmareblo da sawarmoo daniSnulebis saqonlis bazrebi.
samomxmareblo saqonlis bazari aerTianebs calkeul
pirebs da Sida meurneobebs, romlebic yiduloben da moixma-
ren produqtebs individualuri moTxovnilebebis dasakmayo-
fileblad.
sawarmoo daniSnulebis saqonlis bazarSi erTiandebian
is pirebi da organizaciebi, romlebic saqonels yiduloben
sxva saqonlis warmoebis procesSi gamosayeneblad, gasayidad,
ijariT gasacemad an sxva momxmareblisTvis misayidad. am ti-
pis myidvelebs instituciur myidvelebsac uwodeben.
samomxmareblo saqonlis momxmareblebis msgavsad sa-
warmoo daniSnulebis saqonlis momxmareblebi bazarze saqon-
lis yidvis procesSi gansxvavebul moTxovnebs ayeneben da
sxvadasxvagvarad iqcevian. momxmarebelze zemoqmedebis mosax-
denad aucilebelia maTi dajgufeba sxvadasxva niSnis safuZ-
157
velze, gamoyofili jgufebis moTxovnebis Seswavla da amis
mixedviT moqmedeba bazarze. sxvadasxva niSnis mixedviT gamo-
yofil momxmarebelTa jgufs tips uwodeben, momxmarebelTa
mTeli erTobliobidan erTgvarovani tipebis gamoyofis pro-
cess - tipologias.
momxmarebelTa tipologiiT maTi moTxovnis Seswavlis
procesi advildeba, rac xels uwyobs sawarmos saqmianobis
garkveuli mimarTulebiT warmarTvas da funqcionirebas.
momxmarebelTa tipologia yvelaze xSirad xorciel-
deba ekonomikuri, socialuri da demografiuli niSnebis mi-
xedviT.
6.2. myidvelis qcevis modeli
muSaobis procesSi marketingis specialistebs pasuxis

gacema uwevT bevr kiTxvaze, romelTa Soris ZiriTadia Sem-
degi: vin yidulobs mocemuli sawarmos produqtebs? rogor
yidulobs? rodis yidulobs? sad yidulobs? ratom yidu-
lobs? am kiTxvebze pasuxebis gacema moiTxovs sawarmos mier
gamoyenebul marketingul stimulebsa da myidvelobiT qcevas
Soris kavSiris Seswavlas. es kavSiri asaxulia myidvelobi-
Ti qcevis modelSi: “stimuli-reaqcia” (ix. nax. 6.1. ).
modelis mixedviT myidvelis qcevis ganmsazRvreli sti-
mulebi,- saqoneli, fasi, ganawileba, win waweva, ekonomikuri,
teqnologiuri, politikuri da kulturuli faqtorebi,-
xvdebian egreTwodebul myidvelis “Sav yuTSi”, sadac isini
sxvadasxva gavlenas axdenen myidvelis Semecnebasa da mis mi-
er gadawyvetilebis miRebis procesze. cxadia, stimulebis
gavlenis done myi-
158
nax. 6.1. myidvelis qcevis modeli
wyaro. Армстронг Г., Вонг В., Котлер Ф., Сондерс Дж.

Основы маркетинга. Пер. с англ. М., 2007. с. 340.
dvelebis qcevaze, maTi pirovnebis xasiaTzea damokidebuli.

stimulebi “Sav yuTSi” gardaiqmneba garkveul reaqciebad,
kerZod, stimulebis zemoqmedebis Sedegad momxmareblebi iRe-
ben gadawyvetilebas ama Tu im saqonlis an savaWro markis
yidvaze, irCeven savaWro Suamavals, yidvis dros da SesaZeni
produqtis odenobas. rogor xorcieldeba es, ra xdeba mom-
xmareblis cnobierebaSi yidvaze gadawyvetilebis miRebis
procesSi, marketingis specialistebisTvis ar aris cnobili.
amis gamo maT ar SeuZliaT zustad gansazRvron myidvelis
mosalodneli reaqcia. amasTan, myidvelis qcevis modeli ex-
mareba marketingis specialistebs gaerkvnen momxmareblebis
moTxovnebSi, dausvan maT swori kiTxvebi saWiro pasuxebis
misaRebad da zemoqmedeba moaxdinon maTze.
159
samomxmareblo saqonlis momxmarebelTa qcevis ganmsaz-
Rvreli
faqtorebi
samomxmareblo saqonlis bazarze momxmarebelTa qcevas

bevri faqtori gansazRvravs (ix. nax. 6.2.). isini SeiZleba
dajgufdes ase:
1) kulturuli faqtorebi;
2) socialur-ekonomikuri faqtorebi;
3) pirovnuli faqtorebi;
4) fsiqologiuri faqtorebi
myidvelis qceva bazarze, pirvel rigSi, kulturuli
faqtorebiT ganisazRvreba. kulturuli faqtorebi moicavs
kulturas, subkulturas da socialur klass.
kulturaSi igulisxmeba sazogadoebis miRwevebi ganaT-
lebis, mecnierebis, teqnikis, xelovnebis, agreTve, yofacxov-
rebis sferoSi. es miRwevebi gansazRvravs adamianTa moTxov-
nilebebs da qcevas bazarze.
ZiriTad kulturul faseulobebs adamiani iZens, pir-
vel rigSi, ojaxSi, Semdeg ki sxvadasxva sazogadoebriv in-
stitutSi, kerZod, baRSi, skolaSi, umaRles saswavlebelSi,
samsaxurSi.
yoveli kultura Sedgeba subkulturebisgan. subkul-
turebi saqarTveloSi gamoiyofa kuTxur safuZvelze, agreT-
ve, qveyanaSi mcxovrebi sxva erovnebebis mixedviT. isini iq-
mneba religiuri niSnis mixedviTac. erovnul da religiur
Taviseburebebze mniSvnelovanwilad aris damokidebuli maT
mier Sesyiduli da moxmarebuli saqonlis struqtura da,
Sesabamisad, maT mier gamovlenili myidvelobiTi Cvevebi. ama
Tu im subkulturis warmomadgenlis mier moxmarebuli sa-
qonlis struqtura ramdenadme gansxvavebulia. es exeba ro-
gorc sasursaTo, ise samrewvelo saqonels. ase, magaliTad,
160
erTmaneTisgan gansxvavdeba qristianebis, musulmanebis da iu-
daizmis mimdevrebis mier moxmarebuli sa-
kulturuli faqto- socialur-ekonomiku-

rebi ri faqtorebi
kultura sareferento jgufebi
subkultura ojaxi
socialuri klasi fuladi Semosavali
fasebis done
momxmarebeli
pirovnuli faqtorebi fsiqologiuri faq-

torebi
asaki motivacia
ojaxis sasicocxlo aRqma
ciklis etapi swavla
samuSaos saxe rwmena
cxovrebis wesi damokidebuleba
pirovnebis tipi
nax. 6.2. samomxmareblo saqonlis momxmarebelTa

qcevis ganmsazRvreli faqtorebi
sursaTo saqonlis struqtura. es faqti aucileblad unda

gaiTvaliswinon zogierTi sasursaTo saqonlis mwarmoebelma
da gamsaRebelma sawarmoebma.
myidvelTa qceva bazarze gansxvavebulia imis mixedviT,
Tu romel socialur klass ekuTvnian. saer- Tod, erTi so-
161
cialuri klasis warmomadgenlebi, ZiriTadad, erTnairad iq-
cevian saqonlis yidvis procesSi.
socialuri klasisadmi kuTvnileba gansazRvravs adamianis

adgils sazogadoebaSi.
ukanasknel wlebSi saqarTveloSi mkveTrad gamoikveTa
sazogadoebis Semosavlebis mixedviT danawilebis tendencia.
saqarTvelos mosaxleobis sakmaod didi nawili dRes Rata-
kia, umravlesoba Raribia, nawili saSualo SeZlebisaa da
mxolod mcire nawils aqvs didi Semosavali. Semosavlebis
donis mixedviT gansxvavebulia momxmarebelTa interesebi,
maT mier materialur da kulturul faseulobaTa Sefaseba,
maTi myidvelobiTi Cvevebi bazarze, rac, Tavis mxriv, gani-
sazRvreba Cacmisa da kvebis gansxvavebuli kulturiT, dasve-
nebisa da muSaobis gansxvavebuli wesiT. adamianebi maTi Se-
mosavlebis, simdidris da sxva maCveneblebis mixedviT gada-
dian erTi socialuri klasidan meoreSi. amis Sesabamisad ic-
vleba maTi, rogorc myidvelebis, qceva bazarze.
socialur-ekonomikuri faqtorebi moicavs sareferento
jgufebs, ojaxs, fulad Semosavlebs, fasebis dones da a.S.
sareferento jgufebs uwodeben adamianTa gaerTianebebs,
romlebic pirdapir an arapirdapir zemoqmedeben ama Tu im
individis, rogorc myidvelis, qcevaze an kidev vinmes an ra-
imes mimarT damokidebulebaze. praqtikaSi xSirad xdeba, rom
adamianebi TavianT gadawyvetilebebs ama Tu im saqonlis yid-
vasTan dakavSirebiT swored sareferento jgufebis gavleniT
iReben. ase, magaliTad, Svilebis damokidebuleba sazogadoe-
bisadmi, movlenebisadmi, adamianebisadmi, sagnebisadmi da a. S.,
pirvel rigSi, ojaxis wevrTa gavleniT yalibdeba, ojaxi ki
yvelaze Zlieri sareferento jgufia. Tavis mxriv, Svilebi
162
Zlier zemoqmedebas axdenen mSoblebis, rogorc myidvelebis,
qcevaze. saqonelTa umetesobas mSoblebi swored Svilebis
gavleniT yiduloben. cxadia, gavlena zogjer aqtiuria, zog-
jer-pasiuri. e.i. Svilebi zogjer pirdapir sTxoven mSob-
lebs ama Tu im saqonlis yidvas. zogjer mSobeli Tavisi mo-
sazrebiT yidulobs saqonels, icis ra, rom mis Svils
surs misi SeZena. erTmaneTze, rogorc saqonlis myidvelebze,
gansakuTrebiT Zlierad meuRleebi zemoqmedeben. ra Tqma un-
da, ssxvadasxva kulturisa da tradiciebis mqone qveyanaSi
es gavlena gansxvavebulia. rogorc wesi, qveynebis umeteso-
baSi ojaxSi qalebi asruleben wamyvan rols kvebis produq-
tebis da saojaxo wvrilmanis yidvaSi. mamakacebi gadamwyvet
rols ZviradRirebuli saqonlis yidvis procesSi asruleben.
bolo wlebSi, am mxriv, saqarTveloSi bevri ram Seicvala.
ekonomikuri krizisis pirobebSi bevri ojaxis ZiriTadi mar-
Cenali qali gaxda. am garemoebam mkveTrad aamaRla misi ro-
li ojaxSi da amis Sesabamisad saojaxo saqonlis yidvaze
gadawyvetilebis miRebis procesSi.
marketingis specialistebi unda gaerkvnen, Tu mocemul
konkretul qveyanaSi ojaxis romeli wevris gavlenaa ufro
Zlieri, rom sareklamo gancxadebebSi aqcenti masze gaakeTon.
ojaxis wevrebTan erTad adamianebis qcevaze did gavlenas me-
gobrebi da kolegebi axdenen. amasTan, adamianebze gavlena Se-
iZleba moaxdinon iseTma jgufebmac, romelTa wevric is ar
aris.
momxmareblis mier nayidi saqonlis moculoba uSualod
aris damokidebuli fuladi Semosavlebis sididesa da fase-
bis doneze. amitom marketingis specialistebi mudmivad unda
iyvnen saqmis kursSi am maCveneblebis mixedviT faqtiurad
arsebul mdgomareobaze. fuladi Semosavlebi da fasebis do-
ne gansazRvravs momxmarebelTa myidvelobiT unars, romli-
Tac zRvardebulia saqonlis mosalodneli gayidvis sidide.
163
bazarze momxmareblis qcevaze mniSvnelovan gavlenas
axdens momxmarebelTa pirovnuli maxasiaTeblebi, kerZod,
asaki, ojaxis sasicocxlo ciklis etapi, samuSaos saxe,
cxovrebis wesi, pirovnebis tipi.
asakze mniSvnelovnad aris damokidebuli adamianis mier
Sesyiduli saqonlis asortimenti. es bunebrivia. sruliad
gansxvavebuli saqoneli sWirdebaT Cvil bavSvebs, mozardebs,
asakovnebs. amasTan, asakis momatebasTan erTad icvleba adami-
anis gemovnebac, rac aseve zemoqmedebs moxmarebuli saqonlis
asortimentze.
momxmareblis mier Sesyiduli saqonlis struqtura
mniSvnelovanwilad aris damokidebuli ojaxis sasicocxlo
ciklis etapze. moxmarebuli saqonlis struqtura gansxvave-
bulia martoxelebis, axaldaqorwinebulebis, mcirewlovan
bavSvebiani ojaxebis da a.S. mixedviT. sxvadasxva sasicoc-
xlo ciklis etapze myofi ojaxis warmomadgenlebis, ro-
gorc myidvelebis, qceva bazarze gansxvavebulia.
momxmarebelTa samuSaos xasiaTic moqmedebs bazarze ga-
sayidad gamotanili saqonlis realizaciis maCveneblebze. mu-
Sebs TavianTi funqciebis Sesasruleblad sawarmoTa xel-
mZRvaneli muSakebisgan sruliad gansxvavebuli samosi esaWi-
roebaT. es saqoneli xSirad gansxvavebulia ara marto da-
niSnulebis, aramed Rirebulebis mixedviTac. marketologebis
amocanaa maT samoqmedo zonaSi arsebuli profesiebis muSak-
Ta raodenobis da am safuZvelze saqonlis realizaciis mo-
salodneli moculobis prognozireba. dReisTvis saqarTve-
los mosaxleobis erTi nawili dausaqmebelia. xSiria Sem-
Txveva, roca mxolod ojaxis erTi wevri muSaobs. cxadia,
mosaxleobis es nawili ar yidulobs an TiTqmis ar yidu-
lobs saojaxo saqonels. maT mxolod pirveladi moTxovni-
lebis dabalxarisxiani da dabalfasiani saqonlis yidva Se-
164
uZliaT. mosaxleobis es nawili, rogorc myidveli, ZiriTa-
dad, naklebad pretenziulia.
gansxvavebuli cxovrebis wesis mqone adamianebs esaWi-
roebaT sxvadasxva saqoneli. maTi erTi nawili jansaRi
cxovrebis wesiT cxovrobs, ris gamoc aqtiurad yidulobs
sportul saqonels. meore nawili upiratesobas aniWebs al-
kohols, sigarets, drostarebas. imaze, Tu rogoria moce-
mul konkretul regionSi mosaxleobis umetesobis cxovre-
bis wesi, informacias aucileblad unda flobdnen mewarmee-
bi. amis gareSe maT gauWirdebaT saqonlis gayidva, ramac Se-
iZleba mewarmeebi Zalian daazaralos da gaakotros kidec.
yoveli adamiani specifikuri pirovnebaa. pirovnebis xa-
siaTs gansazRvravs adamianSi, metnaklebi zomiT, Semdegi Tvi-
sebebis arseboba: sxvaze gavlenis moxdenis unari, mtkice xa-
siaTi, damoukidebloba, meryevi xasiaTi, mokrZalebuloba, ag-
resiuloba, gulRiaoba, daZabuloba, erTguleba, damyoli xa-
siaTi, TavSekavebuloba, mizanswrafva, wesrigis moyvareoba,
Semguebloba, Zalauflebis moyvareoba. cxadia, Tu momxmare-
beli meryevi xasiaTisaa, bazarze misi qcevis marTva SeiZle-
ba, rac Zalian Znelia mtkice xasiaTis momxmareblebSi. gan-
sxvavebulad iqcevian bazarze agresiuli, gulRia, meryevi
xasiaTis da mizanswrafuli momxmareblebic. momxmareblis pi-
rovnebis tips unda Seesabamebodes gamyidvelebis qcevac, wi-
naaRmdeg SemTxvevaSi konfliqti da stresuli situaciebi
gardauvalia. mewarmeebisTvis momxmarebelTa metad mniSvne-
lovani Tviseba maTi saqonlis mimarT erTgulebaa, radgan is
saqonlis ganmeorebiTi yidvis safuZvelia. erTguli momxma-
reblebi iReben gadawyvetilebas droSi, e.i fiqroben mxo-
lod imaze, Tu rodis iyidon mocemuli sawarmos saqoneli.
erTgul momxmareblebs gafrTxileba sWirdebaT, isini xom
saqonlis mimarT damokidebulebiT mis reklamas ewevian. amas-
Tan, erTgul momxmarebelebTan muSaoba sawarmos warmomad-
165
genlebisTvis advilia, radgan maTi mosalodneli qceva sa-
warmoebs Seswavlili da saTanadod gacnobierebuli aqvT.
samomxmareblo saqonlis momxmareblis qcevis ganmsaz-
Rvreli fsiqologiuri faqtorebia: motivacia, aRqma, swavla,
rwmena da damokidebuleba.
motivaciaSi igulisxmeba adamianisTvis samoqmedod biZ-
gis micema.
biZgis mimcemis rolSi gamodis saWiroeba, rome-
lic adamianisTvis xdeba imdenad mniSvnelovani, rom is iw-
yebs misi dakmayofilebisTvis gzebisa da saSualebebis Ziebas,
e.i saWiroeba ubiZgebs adamians moqmedebisken.
marTalia, motivirebuli adamiani mzadaa moqmedebisTvis,
magram, konkretulad, Tu ras gaakeTebs is Tavisi saWiroebe-
bis dasakmayofileblad, ganisazRvreba situaciis aRqmiT. aR-
qma arsebuli informaciis SerCevis da interpretaciis pro-
cesia. aRqma ar aris damokidebuli mxolod fizikur gamRi-
zianeblebze. aRqmis procesze gavlenas axdens, agreTve, ada-
mianis damokidebuleba garemomcveli samyaros mimarT da misi
pirovnuli Tvisebebi. amdenad, adamianebi sxvadasxvagvarad re-
agireben erTi da imave gamRizianeblebze, e.i gansxvavebulia
maTi, rogorc momxmareblis, qceva bazarze.
swavlaSi igulisxmeba gamocdilebis dagrovebis proce-
sis Sesabamisad adamianTa qcevaSi ganxorcielebuli
cvlilebebi.
swavlis Teoria marketologebs aswavlis, rom moTxov-
nis gazrda saqonelze SesaZlebelia momxmarebelze zemoqme-
debis moxdeniT.
rwmena raimes azrobrivi daxasiaTebaa adamianis mier,
damokidebuleba ki misi Sefasebaa.
damokidebuleba saqonlis mimarT SeiZleba iyos pozi-
tiuri an negatiuri. momxmareblebs ama Tu im saqonelze
garkveuli rwmena da damokidebuleba uyalibdebaT dagrove-
166
buli codnis safuZvelze. swored momxmareblis saqonelze
damokidebuleba gansazRvrvs mis momaval beds_saqoneli gai-
yideba an ar gaiyideba.
6.4. samomxmareblo saqonlis yidvis procesis etapebi
samomxmareblo saqonlis yidvis procesSi xSirad er-

Tdroulad monawileobs ramdenime adamiani. am adamianebidan
zogi iniciatoris, zogi uSualod gadawyvetilebis mimRebis,
zogic myidvelis rolSi gamodis. zogi iyenebs nayid saqo-
nels, zogi ki mxolod gavlenas axdens yidvis procesze
sxvebisTvis rCevis micemis gziT. ase, rom yidvis procesSi
monawile adamianebi qmnian erTian jaWvs (ix. nax .6.3.), rom-
lis rgolebidan firmebs zogjer uWirT uSualod gadawyve-
tilebis mimRebis amocnoba. es aZnelebs saqonlis reklamire-
bis da, Sesabamisad, realizaciis process.
iniciatoria is piri an sawarmo, romelsac pirvelad
daebadeba ama Tu im saqonlis an momsaxurebis yidvis idea.
gavlenis momxdenad iTvleba piri, romelic saqonlis yidviT
dainteresebul adamianebs raRac rCevas aZlevs saqonlTan
dakavSirebiT. uSualod gadawyvetilebis mimRebia is pirovne-
ba, romelic iRebs saboloo gadawyvetilebas ama Tu im sa-
qonlis yidvis droisa da adgilis Sesaxeb. myidvelad iT-
vleba is pirovneba, vinc uSualod yidulobs saqonels.
ojaxSi, umetes SemTxvevaSi, saqonlis myidvelis rolSi dia-
saxlisi gvevlineba. nayidi saqonlis gamomyenebeli SeiZleba
iyos misi myidveli an ojaxis sxva romelime wevri.
167
samomxmareblo saqonlis yidvaze
gadawyvetilebis miRebis procesSi monawile
subieqtebi
iniciatori
gavlenis momxdeni piri
gadawyvetilebis uSualod
mimRebi piri
myidveli
gamomyenebeli
nax. 6.3. samomxmareblo saqonlis yidvis procesis monawile-

ni
samomxmareblo saqonlis yidvaze gadawyvetilebis miRe-

bis procesi sakmaod rTulia. is Sedgeba Semdegi etapebisgan
(ix. nax.6.4.):
1) saqonlis yidvis aucileblobis SegrZneba, anu
problemis gacnobiereba;
168
problemis gacnobiereba
informaciis moZieba
konkurentirebadi saqonlis variantebis Sefaseba
saboloo gadawyvetilebis miReba yidvaze
uSualod yidva
nayidi saqonlis Sefaseba
nax 6.4. samomxmareblo saqonlis yidvaze gadawyvetile-

bis miRebis procesis ZiriTadi etapebi
2) informaciis moZieba problemis gadasawyvetad

saWiro saqonelze;
3) saqonlis konkurentuli variantebis Sefaseba;
4) yidvis Sesaxeb saboloo gadawyvetilebis miReba;
5) yidva;
6) nayidi saqonlis Sefaseba
169
saqonlis yidvis procesi iwyeba maSin, roca adamiani
gaicnobierebs ama Tu im saqonlis yidvis aucileblobas. amis
Semdeg adamiani agrovebs informacias misTvis saWiro saqo-
nelze. informaciis moZieba saqonelze aucilebeli xdeba
maSin, roca is ucnobia misi yidviT dainteresebuli adamia-
nisTvis.
saqonlis Sesaxeb informaciis Segrovebis ZiriTadi wya-
roebi SeiZleba iyos piradi, komerciuli, yvelasTvis xelmi-
sawvdomi, agreTve, empiriuli (ix. nax. 6. 5.). piradi wyaro-
ebia: ojaxis wevrebi, megobrebis wre, mezoblebi, TanamSrom-
lebi, nacnobebi. komerciul wyaroebSi Sedis reklama, saqon-
lis gamyidvelebi, Suamavlebi. yvelasTvis xelmisawvdom wya-
roebs miekuTvneba: masobrivi informaciis saSualebebi, marke-
tinguli kvlevis saagentoebi, marketingis sakonsultacio
punqtebi. empiriuli wyaroebia: saqonelze Sexeba, saqonlis
gamokvleva da gamoyeneba.
piradi wyaroebi komerciuli yvelasTvis xel- empiriuli cod-
wyaroebi misawvdomi wya- nis wyaroebi
roebi
ojaxis wevrebi reklama masobrivi infor- saqonelze Sexe-
maciis saSuale- ba
megobrebi saqonlis gam- bebi
yidvelebi saqonlis gamok-
mezoblebi marketinguli vleva
Suamavlebi kvlevis saagen-
TanamSromlebi toebi saqonlis gamoye-
neba
nacnobebi marketingis sa-
konsultacio
punqtebi
nax. 6.5. samomxmareblo saqonelze informaciis moZiebis
ZiriTadi wyaroebi
momxmarebeli TavisTvis saWiro saqonlis Sesaxeb in-
formaciis moZiebis Semdeg afasebs yidvis SesaZlo varian-
170
tebs. arsebuli SesaZleblobebidan momxmarebeli irCevs mo-
cemul momentSi TavisTvis yvelaze ufro misaReb da ara yve-
laze ukeTes variants.
amis Semdeg uSualod yidva-gayidvis aqti xorcieldeba.
nayidi saqoneli sxvadasxva momxmarebelze sxvadasxvagvarad
moqmedebs, amitom maTi reaqcia gansxvavebulia. momxmareblebis
nawili nayidi saqonliT kmayofili rCeba, nawili aRfrTovane-
buli, nawils ki SeiZleba saerTod ar moewonos saqoneli.
momxmareblis reaqcia mkveTrad vlindeba maSin, roca molodi-
ni da realoba arsebiTad gansxvavdeba erTmaneTisgan. momxma-
reblis reaqcia nayid saqonelze Zalian mniSvnelovania, sawar-
mosTvis kmayofili momxmarebeli xom saqonlis saukeTeso
reklamaa, rom aRaraferi iTqvas saqonliT aRfrTovanebul
momxmarebelze. es kargad ician Wkvianma biznesmenebma da cdi-
loben TavianTi saqonlis Sesaxeb obieqturi informaciis gav-
rcelebas. zogjer isec xdeba, rom saqonlis dadebiT Tvise-
bebze momxmarebels informacias specialurad srulad ar aw-
vdian. amis mizani, bunebrivia, arapirdapiri gziT momxmarebli-
sTvis meti kmayofilebis miniWebaa, kmayofili momxmarebeli ki
saqonlis Sesaxeb dadebiTi informaciis gavrcelebis Zalian
mniSvnelovani wyaroa. saqonelze dadebiTi azris gavrcelebiT
Cqardeba realizaciis procesi da amis Sesabamisad izrdeba mi-
Rebuli mogebis sidide.
6.5. sawarmoo daniSnulebis saqonlis myidvelTa

qcevaze moqmedi faqtorebi
sawarmoo daniSnulebis saqonlis bazars, romelsac gan-
viTarebul qveynebSi saqmian bazars, agreTve, biznesbazarsac,
uwodeben, qmnian sawarmoebi. isini saqonels yiduloben sxva
saxis saqonlis warmoebis procesSi gamoyenebis mizniT.
171
saqmian bazarze myidvelis qcevaze moqmedi faqtorebis
wre Zalian farToa. specialistebi maT ajgufeben, ZiriTa-
dad, ase(ix. nax. 6.6.):
gare garemos
faqtorebi organizaciuli
faqtorebi
moTxovna;
ekonomikis mizani;
ganviTarebis politika;
perspeqtivebi; muSaobis
kreditze meTodebi;
procentis sidide; sawarmos
mecnierebisa da organizaciuli
teqnikis struqtura;
ganviTarebis organizaciaSi
mdgomareoba; moqmedi
politikuri sistemebi.
mdgomareoba
qveyanaSi;
biznesis
sakanonmdeblo
bazis cvlilebebi;
konkurentebis sawarmoo
saqmianobaSi daniSnule
cvlilebebi. bis saqonlis
myidvelebi
pirovnebaTa
Sorisi pirovnuli
urTierTobis faqtorebi
faqtorebi
interesebi; asaki;
uflebamosileba; ganaTleba;
sxvis adgilze dakavebuli
sakuTari Tavis Tanamdeboba;
warmodgenis kulturuli
unari; done;
sxvebis riskze wasvlis
darwmunebis unari.
unari.
172
nax. 6.6. sawarmoo daniSnulebis saqonlis myidvelTa qcevis
ganmsazRvreli faqtorebi
1) gare garemos faqtorebi;
2) organizaciuli faqtorebi;
3) pirovnebaTSorisi urTierTobis faqtorebi;
4) pirovnuli faqtorebi.
gare garemos faqtorebSi, Tavis mxriv, erTiandeba moT-
xovna, ekonomikis ganviTarebis perspeqtivebi, kreditze pro-
centis sidide, mecnierebisa da teqnikis ganviTarebis mdgoma-
reoba, politikuri mdgomareoba qveyanaSi, cvlilebebi kanon-
mdeblobaSi, mosalodneli cvlilebebi konkurentebis saqmia-
nobaSi.
sawarmoo daniSnulebis saqonelze moTxovnis safuZveli
samomxmareblo saqonelze moTxovnaa. samkervalo sawarmoebi
qsovilebs yiduloben imitom, rom qsovilebisgan Sekeril
saqonels mosaxleoba SeiZens. cxadia, Tu Semcirdeba moTxov-
na tansacmelze, Semcirdeba moTxovna misi warmoebis proces-
Si gamosayenebel nedleulsa da masalebze.
saqmiani bazris ganviTarebaze qveynis ekonomikis ganvi-
Tarebis perspeqtivebic moqmedebs. ekonomikuri aRmavlobis
periodSi sawarmoebs eZlevaT warmoebis moculobis gazrdis
SesaZlebloba mosaxleobis Semosavlebis sididis da Sesaba-
misad misi myidvelobiTi unaris gazrdis bazaze. ekonomikuri
dacemis dros sawarmoebi ver axdenen zemoqmedebas moTxov-
nis saerTo moculobaze. isini cdiloben SeinarCunon an ga-
zardon moTxovna TavianT produqciaze.
kreditze procentis sididec moqmedebs saqmian bazarze.
procentis dabali done xels uwyobs warmoebis Semdgom gan-
viTarebas, maRali ki aferxebs mas.
173
mecnierebisa da teqnikis ganviTarebis miRwevebis gamom-
yenebel sawarmoebs araefeqtiani xarjebis Semcirebis da
mogebis gazrdis meti SesaZleblobebi aqvT, rac maT konku-
rentebTan SedarebiT ukeTes pirobebSi ayenebT. mecnierebisa
da teqnikis ganviTarebis maRali donis pirobebSi cxovrebis
done maRldeba, rac zrdis moTxovnas samomxmareblo saqo-
nelze da am safuZvelze sawarmoo daniSnulebis saqonelzec.
politikuri viTareba qveyanaSi biznesis ganviTarebaze
moqmedi mniSvnelovani faqtoria. arastabiluri politikuri
situacia aferxebs warmoebis ganviTarebis SesaZleblobebs,
radgan investirebuli kapitalis dakargvis SesaZleblobebi
izrdeba.
cvlilebebma sakanonmdeblo bazaSi SeiZleba xeli Seuw-
yos saqmiani bazris ganviTarebas an Seaferxos es procesi.
amitom sawarmoTa xelmZRvanelebi mudmivad unda flobdnen
informacias sakanonmdeblo bazaSi momxdar cvlilebebze.
sawarmoTa saqmianobis perspeqtivebi mniSvnelovanwilad
konkurenti sawarmoebis saqmianobiT ganisazRvreba. sawarmoTa
xelmZRvanelebi da specialistebi yovelTvis unda flobdnen
informacias konkurenti sawarmoebis muSaobis ZiriTad Sede-
gebze.
organizaciul faqtorebs miekuTvneba:Lorganizaciis mi-
zani, politika, muSaobis meTodebi, organizaciuli struq-
tura da organizaciaSi moqmedi ZiriTadi sistemebi.
cxadia, yvela sawarmos afuZneben gansazRvruli mizniT,
romlis misaRwevadac xelmZRvaneloba saTanado politikas
atarebs da sxvadasxva meTods iyenebs. am dros is sawarmoSi
arsebul qvedanayofebsa da moqmed sistemebs emyareba.
pirovnebaTSorisi urTierTobebi moicavs interesebs,
uflebamosilebaTa ganawilebas, sxvis adgilze sakuTari Ta-
vis warmodgenis da sxvebis darwmunebis unars.
174
Tu sawarmoSi pirovnebaTSorisi urTierTobebi aigeba
erTmaneTis interesebis gaTvaliswinebis da urTierTpativis-
cemis safuZvelze da muSakebs eqnebaT sxvebis darwmunebis
unari, Seiqmneba saqmianobis normalurad warmarTvisTvis
xelisSemwyobi atmosfero. amiT moigebs sawarmos mTeli ko-
leqtivic da momxmarebelic, radgan SesaZlebeli gaxdeba saq-
mianobis efeqtianad warmarTva da momxmarebelTa moTxovni-
lebebis dakmayofileba.
did gavlenas sawarmoo daniSnulebis saqonlis gayidva-
ze axdens yidva-gayidvis procesSi monawileTa asaki, ganaT-
leba, dakavebuli Tanamdeboba, kulturuli done, gariskvis
unari. cxadia, gamocdili da maRalkvalificiuri muSakebi
ufro swor gadawyvetilebas Rebuloben, gamoucdel da da-
balkvalificiur muSakebTan SedarebiT. amasTan, ukeTesia Tu
gadawyvetilebis miRebaSi erTdroulad monawileobs ramdeni-
me muSaki, romelTagan zogi axalgazrdaa, zogi _ asakovani.
am SemTxvevaSi SesaZlebeli gaxdeba riskis donis gamoTanab-
reba, radgan axalgazrdebi ufro riskianebi, asakovnebi ki
ufro konservatorebi arian. ukeTesia, roca maRali Tanamde-
bobis pirebi Tavidan ar icileben pasuxismgeblobas sawarmoo
daniSnulebis saqonlis SeZenisas da aqtiurad monawileoben
yidvis procesSi.
6.6.sawarmoo daniSnulebis saqonlis yidvis procesi
sawarmoo daniSnulebis saqonlis yidvis procesSi mona-

wile adamianTa raodenoba sawarmos sididezea damokidebuli.
mcire sididis sawarmoSi yidviT, rogorc wesi, dakavebulia
erTi specialisti, msxvil sawarmoSi ki mTeli qvedanayofi.
specialistebi sawarmoo daniSnulebis saqonlis yidvis
procesis rva etaps ganixilaven ( ix. nax. 6.3. ). esenia:
1) yidvis saWiroebis gacnobiereba;
175
2) saWiroebis zogadi mimoxilva;
3) saqonlis maxasiaTeblebis Sefaseba;
4) momwodeblebis moZieba;
5) saqonlis mowodebis ganacxadis gamoTxova;
6) momwodeblis SerCeva;
7) SekveTis gaformeba;
8) momwodeblis muSaobis efeqtianobis Sefaseba.
.
yidvis saWiroebis gacnobiereba
saWiroebis zogadi mimoxilva
saqonlis maxasiaTeblebis Sefaseba
momwodeblebis moZieba
saqonlis mowodebis ganacxadis gamoTxova;
momwodeblebis SerCeva
SekveTis gaformeba
momwodeblis muSaobis efeqtianobis Sefaseba
nax. 6.7. sawarmoo daniSnulebis saqonlis yidvis procesis

ZiriTadi etapebi
176
biznessaqonlis Sesyidvis procesi iwyeba im momentidan,
roca sawarmos erT-erTi TanamSromeli gaicnobierebs ama Tu
im problemas, romlis gadawyveta mxolod gansazRvruli sa-
qonlis an momsaxurebis yidviT aris SesaZlebeli. davuSvaT,
dazgas gautyda romelime nawili. cxadia, dazgis muSaobis
gagrZelebisTvis saWiroa am nawilis yidva da misi garemon-
teba. e.i. erTdroulad dgeba rogorc materialuri saxiT
arsebuli saqonlis, ise momsaxurebis yidvis aucilebloba.
zogjer produqtis yidvis saWiroebas ganapirobebs adre na-
yidi saqonlis aradamakmayofilebeli xarisxi. amis gamo saWi-
ro xdeba sxva momwodeblis moZebna. axali saqonlis an mom-
saxurebis yidvis idea SeiZleba daebadoT xelmZRvanel muSa-
kebs da specialistebs gamofenebze daswrebis, reklamebis
gacnobis da sxva faqtorebis zemoqmedebiT.
produqtis yidvis saWiroebis gacnobierebis Semdeg sa-
warmoTa Sesabamisi profilis specialistebi ganixilaven im
ZiriTad maxasiaTeblebs, romlebic unda daakmayofilos saqo-
nelma. isini azusteben, agreTve, Sesasyidi saqonlis raode-
nobas.
Semdeg etapze myidveli sawarmoebis inJiner-teqnikuri
personali gansazRvravs saWiro saqonlis saukeTeso teqni-
kur maxasiaTeblebs da aRwers maT detalurad. amis Semdeg
iwyeba momwodeblebis moZieba. myidveli sawarmoebi adgenen
maTTvis saWiro saqonlis kvalificiuri momwodeblebis sias.
am mizniT isini guldasmiT ecnobian cnobarebs, monacemTa
kompiuterul bazebs, ukavSirdebian sxva, msgavsi profilis,
sawarmoebs informaciis misaRebad.
momwodeblebze informaciis Segrovebis Semdeg myidveli
sawarmo ukavSirdeba momwodebel sawarmoebs da sTavazobs
177
maT warudginon TavianTi ganacxadebi mowodebis Sesaxeb. pa-
suxad bevri momwodebeli sawarmo myidvel sawarmos ugzav-
nis Tavis katalogs, zogierTi ki agents agzavnis saqonlis
myidvelTan maTTvis Tavisi saqonlis Sesaxeb informaciis mi-
sawodeblad. Tu saqme exeba teqnikurad rTul saqonels,
myidveli sawarmoebi mimwodeblebisgan iTxoven oficialur
prezentacias an werilobiTi saxis ganacxads.
myidveli sawarmoebi momwodeblebisgan miRebuli in-
formaciis analizis safuZvelze iReben gadawyvetilebas ama
Tu im gamyidveli sawarmos sasargeblod.
sawarmoo daniSnulebis saqonlis Sesyidvis procesis
Semdeg etapze aformeben SekveTas. SekveTaSi mieTiTeba saqon-
lis teqnikuri maxasiaTeblebi, misi raodenoba, mowodebis va-
debi da pirobebi.
sawarmoo daniSnulebis saqonlis Sesyidvis procesis
bolo etapze myidveli sawarmoebi afaseben momwodeblebs
SekveTis Sesrulebis Sedegebis mixedviT da iReben gadawyve-
tilebas momavalSi maTTan urTierTobis mizanSewonilobasTan
dakavSirebiT.
VI TavSi gamoyenebuli marketinguli terminebi
momxmarebeli
momxmarebelTa tipologia
myidvelobiTi qcevis modeli
myidvelis “Savi yuTi”
samomxmareblo saqonlis yidvis procesi
momxmarebelTa qceva
kultura
subkultura
socialuri klasi
sareferento jgufi
178
ojaxis sasicocxlo ciklis etapi
cxovrebis wesi
pirovnebis tipi
motivacia
aRqma
swavla
rwmena
damokidebuleba
informaciis piradi wyaroebi
informaciis komerciuli wyaroebi
informaciis yvelasTvis xelmisawvdomi wyaroebi
informaciis empiriuli codnis wyaroebi
reziume
samomxmareblo saqonlis bazarze saqonels da momsaxu-
rebas yiduloben piradi moxmarebisTvis, xolo biz-
nessaqonlis bazarze warmoebis procesSi gamosayeneblad.
samomxmareblo saqonlis myidvelTa qcevas bazarze gan-
sazRvravs kulturuli, socialur-ekonomikuri, pirovnuli
da fsiqologiuri faqtorebi, xolo biznessaqonlis myid-
velTa qcevas ki organizaciuli, pirovnebaTaSorisi urTier-
Tobis da pirovnuli faqtorebi, agreTve, gare garemos faq-
torTa mTeli speqtri (moTxovna, ekonomikis ganviTarebis
perspeqtivebi, kreditze procentis sidide, mecnierebisa da
teqnikis ganviTarebis mdgomareoba da a.S.).
rogorc samomxmareblo, ise biznesbazrebze moqmedi
faqtorebis Seswavla SesaZleblobas aZlevs sawarmoebs gan-
sazRvron myidvelTa efeqtianad momcvelobisa da momsaxure-
bis gzebi.
bazarze marketinguli saqmianobis ganxorcielebamde sa-
warmoTa specialistebi unda gaerkvnen yidvis procesSi mona-
wile subieqtebSi da amis Sesabamisad SeimuSaon marketingu-
179
li gegmebi. samomxmareblo saqonlis yidvis procesSi xSirad
erTdroulad monawileobs ramdenime adamiani: iniciatori,
gavlenis momxdeni piri, uSualod gadawyvetilebis mimRebi
piri, myidveli, momxmarebeli. isini gansxvavebul rols as-
ruleben saqonlis yidvis procesSi. gansxvavebuli unda iyos
maTze zemoqmedebis moxdenis meTodebi da xerxebic. saqonlis
yidvis procesi iwyeba maSin, roca adamiani gaicnobierebs sa-
qonlis an momsaxurebis yidvis aucileblobas. Semdeg agro-
vebs informacias sxvadasxva wyarodan. informaciis Segrove-
bis Semdeg iwyeba yidvis SesaZlo variantebis Sefaseba, rom-
lis Sedegebis mixedviT saqonlis YyidvasTan dakavSirebiT
miiReba saboloo gadawyvetileba. saqonlis realizaciis
procesze did gavlenas axdens momxmareblis mier nayidi sa-
qonlis Sefasebis Sedegebi. Tu momxmarebeli nayidi saqon-
liT kmayofili darCa, saqonlis realizaciis procesi Cqar-
deba, radgan kmayofili momxmarebeli Tavis ganwyobas mis ir-
gvliv myof adamianebs gadascems.
180
Tavi 7. bazris segmentacia, miznobrivi bazrebis SerCeva
da saqonlis
pozicionireba bazarze
VII Tavis swavlebis miznebi
mocemuli Tavis SeswavliT Tqven unda SeZloT :

1) praqtikaSi bazris segmentaciis ganxorcielebis saWi-
roebis gacnobiereba;
2) samomxmareblo saqonlis bazris segmentaciis princi-
pebSi garkveva da maTi Sinaarsis sworad formulire-
ba;
3) sawarmoo daniSnulebis saqonlis segmentaciis Tavise-
burebebis Camoyalibeba;
4) segmentaciis Sedegad gamoyofili segmentebidan miz-
nobrivi segmentis arCevis meqanizmSi garkveva;
5) aradiferencirebuli, diferencirebuli da koncentri-
rebuli marketingis strategiebis daxasiaTeba.
7.1. bazris segmentaciis arsi
sawarmoTa umetesobas ar SeuZlia yvela momxmareblis

moTxovnis dakmayofileba resursebis SezRudulobis gamo.
amasTan, arc yvela sawarmos mier warmoebuli saqoneli mos-
wons yvela momxmarebels. amis gamo sawarmoebi iyeneben miz-
nobriv marketings, romelic moicavs bazris segmentacias,
bazris miznobrivi segmentis SerCevas da saqonlis pozicio-
nirebas bazarze (ix. nax.7.1.). miznobriv marketings segmentis
marketingsac uwodeben.
181
bazris bazris saqonlis
miznobrivi pozicionire
segmentacia
segmentis ba bazarze
SerCeva
miznobrivi marketingi
nax. 7.1. miznobrivi marketingis elementebi
rogorc ukve aRiniSna meore TavSi, bazris segmentacia

gulisxmobs momxmarebelTa dayofas nawilebad anu segmente-
bad maT moTxovnilebebSi, maxasiaTeblebSi da/an qcevaSi arse-
buli gansxvavebis safuZvelze.
sawarmoebi bazris segmentacias yovelTvis ar axorcie-
lebdnen. isini ZriTadad iyenebdnen masobriv marketings. ma-
sobrivi marketingi iTvaliswinebs momxmareblebisTvis erTi
ZiriTadi saqonlis SeTavazebas maT Taviseburebebsa da moT-
xovnilebebSi gansxvavebis gauTvaliswineblad. masobrivi mar-
ketingis strategiiT gabatonda msoflio bazarze kompania
Ford. misma damfuZnebelma henri fordma masobrivi marketin-
gis strategia ukvdavyo yvela momxmareblisTvis Model T
Ford-is SeTavazebiT. am manqanasTan dakavSirebiT henri for-
di aRniSnavda, rom momxmarebels SeuZlia iyidos Model T
Ford “nebismieri feris, mxolod Tu is iqneba Savi”.
masobrivi marketingis strategiiT sawarmoebs SesaZleb-
loba eZlevaT moicvan momxmareblTa maqsimalurad didi rao-
denoba. amiT xarjebi mcirdeba. Sesabamisad mcirdeba fasebi
da izrdeba mogeba. magram dReisTvis momxmareblebi ver egue-
bian arCevanis ararsebobas. isini moiTxoven mravalferovan
saqonels, romlis momxmareblisTvis SeTavazebas da efeqtia-
182
nad realizacias uzrunvelyofs bazris segmentaciis stra-
tegia.
sawarmoTa absoluturi umetesoba ama Tu im zomiT
mxars uWers bazris segmentacias. amis safuZvelia is dadebi-
Ti Sedegebi, romlebic mas axasiaTebs, kerZod:
1) segmentacia SesaZleblobas aZlevs sawarmoebs
sxvadasxva niSan-Tvisebebis mqone myidvelTa moT-
xovnilebebze koncentrirebulni iyvnen gansxva-
vebulad;
2) segmentacia stimuls aZlevs axali saqonlis
damuSavebas da warmoebas;
3) segmentacia uzrunvelyofs marketingis kompleq-
sis elementebis meti sizustiT Sesabamisobas
momxmarebelTa moTxovnebTan. ase, magaliTad,
rac ufro zustad gaerkveva sawarmos xelmZRva-
neloba momxmarebelTa ama Tu im jgufis moT-
xovnebSi, miT meti SesaZlebloba eqneba mas sa-
qonlis maxasiaTeblebi da fasebi Seusabamos
momxmarebelTa moTxovnebs;
4) segmentacia ganapirobebs resursebis meti sizus-
tiT gadanawilebas saqonlis sxvadasxva jgufs
Soris;
5) segmentacia amcirebs bazarze muSaobis risks,
rac axangrZlivebs sawarmos bazarze arsebobis
periods.
yovelive aRniSnulis Sedegad ufro ukeTesad kmayo-
fildeba momxmarebelTa moTxovnebi da izrdeba sawarmos mo-
geba.
miznobriv marketingze gadasvla sawarmoebisTvis zog-
jer Zalian mtkivneulia. specialistTa azriT, miznobrivi
marketingis danergvis procesi gansakuTrebiT Zneli gamodga
Procter&Gamble-saTvis, romelic tradiciulad masobriv
183
marketings iyenebda. masobrivi marketingis strategia kargad
esadageboda saqonels, romelic gaTvlili iyo SedarebiT er-
Tgvarovani momxmareblisTvis. kbilis pastas, tualetis sa-
pons, sarecx saSualebebs erTnairad yidulobda sxvadasxva
asakis, sqesis, Semosavlebis da teritoriuli erTeulis
momxmarebeli, romelic Tvlida, rom Procter&Gamble-is
produqcia saukeTeso iyo saukeTesoTa Soris. magram bolo
periodSi bazarze mdgomareoba mkveTrad Seicvala am kompani-
is produqciisTvis. aSS-is mosaxleoba, romelzec yidda es
kompania Tavidan Tavis saqonels, daiyo mravalricxovan,
moTxovnilebebiT da interesebiT gansxvavebul, jgufebad.
konkurentebmac ar daayovnes da daupirispirdnen
Procter&Gamble-s, romelmac sapasuxod gamouSva sxvadasxva
moTxovnis dasakmayofileblad ama Tu im konkretuli saqon-
lis bevri varianti. magaliTad, Tu adre sarecxis fxvnil
Tide-is mxolod erTi varianti iwarmoeboda, dReisTvis ga-
yidvaSia Cveulebrivi Tide, Txevadi Tide da a.S. ase, rom
Procter&Gamble-ma mimarTa bazris segmentacias.
bazris segmentaciis procesSi sawarmoTa Sesabamisi sam-
saxurebi gansazRvraven segmentaciis principebs, uSualod
axorcieleben segmentacias da axasiaTeben gamoyofil momxma-
rebelTa jgufebs anu segmentebs.
segmentaciis Sedegad gamoyofili momxmarebelTa jgu-
febi, anu bazris nawilebi SeiZleba iyos oTxi donis:
1) segmenti;
2) niSi;
3) regioni;
4) individi.
segmenti momxmarebelTa didi jgufia bazris SigniT,
identificirebuli erTi da imave niSnebis safuZvelze.
segmentSi gaerTianebuli momxmareblebi erTnairad re-
agireben marketinguli stimulebis gansazRvrul nakrebze.
184
avtomobilebis mwarmoebelma kompaniam momxmarebelTa identi-
fikacia SeiZleba ganaxorcielos Semosavlebisa da asakis
kombinaciiT. ase, magaliTad, segmentebi, romlebzec gaTvli-
lia GM modelebi, gamoyofilia asakisa da Semosavlebis do-
nis kombinaciiT. modeli Buik Park Avenue gankuTvnilia uf-
rosi asakis Semosavliani momxmareblebisTvis. sportuli
fexsacmlis mwarmoebeli kompaniebisTvis momxmarebelTa iden-
tifikaciis niSani SeiZleba iyos jansaRi cxovrebis wesisa
da Semosavlebis donis kombinacia. segmentis marketingSi
konkurencia Zlieria.
segmentTan SedarebiT momxmarebelTa mcire jgufia ni-
Si, romelic miiReba segmentis qvesegmentebad danawilebis
Sedegad. niSSi momxmareblebs aerTianebs gansakuTrebuli
sargeblis miRebis surviliT. ase, magaliTad, segmentad SeiZ-
leba gamoiyos sportuli avtomobilebis SeZeniT dainterese-
buli momxmareblebi. am segmentSi fasis mixedviT qvesegmen-
tebad SeiZleba cal-calke CavrToT maRali, saSualo da
mcire fasis gadamxdeli momxmareblebi. niSs Cveulebriv em-
saxureba erTi sawarmo, romelic imdenad maRal doneze usa-
dagebs Tavis saqmianobas momxmarebelTa saWiroebebs, rom
isini mzad arian saqonelSi maRali fasis gadasaxdelad. ma-
galiTad, firma Ferrari Tavis avtomobilebze awesebes Zalian
maRal fass. mas momxmareblebi uproblemod ixdian, miaCniaT
ra, rom Ferrari-is msgavsad maT sxva firma ver moemsaxureba.
niSis saxiT msxvili kompaniebi kargaven bazris nawils,
romelsac ikaveben konkurentebi. niSis momsaxureba dRes bev-
ri kompaniisTvis norma gaxda. vinaidan kompaniebi niSSi saqo-
nels an momsaxurebas maqsimalurad usadageben momxmarebelTa
saWiroebebs, misi realizaciis albaToba Zalian maRalia.
regionis marketingi gansazRvruli teritoriuli erTe-
ulis momxmarebelTa moTxovnilebebis dakmayofilebisken mi-
marTuli marketingia. mas lokalur marketingsac uwodeben.
185
am SemTxvevaSi sawarmoebi cdiloben TavianTi SesaZleblobebi
SesabamisobaSi moiyvanon ama Tu im geografiuli erTeulis
mosaxleobis moTxovnebTan.
segmentaciis bolo doneze sawarmo orientirebulia
calkeuli myidvelis moTxovnilebebze. am dros is saqonlis
asortiments, marketingis programebs usadagebs calkeuli
momxmareblis moTxovnebs.
calkeul momxmarebelze (myidvelze) orientirebul
marketings uwodeben individualur marketings. xatovnad in-
dividualuri marketingis arss aSS-Si gamoxataven ase: “mar-
ketingi erTi momxmareblis bazrebisTvis”, “marketingi Sekve-
TiT”, “marketingi Tvali TvalSi”. saukuneebis ganmavlobaSi
momxmareblebs individualurad emsaxurebodnen. ase, magali-
Tad, mkeravi SekveTiT keravda kabas, avejis mwarmoebeli sa-
warmo amzadebda avejs. Semdgom masobrivma marketingma Secva-
la individualuri marketingi. dRes msxvil sawamoebs axa-
li teqnologiebi aZleven saSualebas daubrundnen individu-
alur marketings.
komunikaciis Tanamedrove saSualebebma xeli Seuwyo in-
dividualuri marketingis SesaZleblobebis gafarToebas.
eleqtronuli fosta, faqsi, interneti exmareba sawarmoebs
masobrivad moemsaxuron momxmareblebs individualur safuZ-
velze. ase muSaobs iaponuri velosipedebis kompania National
Jndustrial Bicycle company. am kompaniis warmoebis procesi
imdenad moqnilia, rom iTvaliswinebs individualuri momxma-
reblis moTxovnebs velosipedebis warmoebis procesSi. mom-
xmarebeli midis velosipedebiT movaWre adgilobriv maRazia-
Si, sadac mas uReben zomas specialur mowyobilobaze. Sem-
deg mas faqsiT gadascemen fabrikaSi, sadac is SehyavT kompi-
uterSi. sam wuTSi keTdeba naxazi, romlis Sesabamisadac
kompiuteri warmarTavs robotebis da muSebis qmedebebs war-
moebis procesSi. momxmarebels SeuZlia 199 feridan aiCios
186
TavisTvis sasurveli. fabrikas SeuZlia gamouSvas imdeni zo-
mis velosipedi, ramdeni adamianicaa dedamiwaze. momxmareblis
SekveTa sruldeba daaxloebiT or kviraSi. am firmis velo-
sipedis fasi meryeobs sakmaod did CarCoebSi, kerZod, 545
dolaridan 32 aTas dolaramde.
individualur marketings mimarTaven is sawarmoebi,
romlebic, ZiriTadad, emsaxurebian sawarmoebs da organiza-
ciebs.
masobrivi momsaxureba individualur safuZvelze
zrdis warmoebuli saqonlis da momsaxurebis samomxmareblo
Rirebulebas da momxmarebelTa moTxovnilebebis dakmayofi-
lebis dones. amiT mkveTrad izrdeba sawarmoTa mogeba.
individualuri marketingis ganviTarebis erTi mimarTu-
lebaa damoukidebeli marketingi. gamodian ra individualuri
SemkveTebis rolSi, momxmareblebi Tavis Tavze iReben pasu-
xismgeblobas saqonlis da momsaxurebis SerCevaze. isini da-
moukideblad moipoveben informacias saqonlis Sesaxeb da am
safuZvelze iReben gadawyvetilebas misi yidvis Taobaze.
bazris segmentaciis Semdeg sawarmoebi irCeven bazris
miznobriv segments. miznobrivia segmenti, romelic mocemul
momentSi yvelaze metad Seesabameba sawarmos interesebs da
SesaZleblobebs da romelsac amis gamo irCevs sawarmo. miz-
nobrivi segmenti SeirCeva segmentaciis Sedegad gamoyofili
segmentebis sawarmos poziciidan Sefasebis safuZvelze.
miznobrivi marketingis bolo etapia bazarze saqonlis
pozicionireba. masSi igulisxmeba momxmareblamde saqonlis
Sesaxeb informaciis mitana. nebismieri sawarmo cdilobs
momxmareblisTvis saqonlis Sesaxeb informaciis miwodebas im
saxiT, rom daarwmunos is Tavisi saqonlis yidvis mizanSewo-
nilebaSi.
7.2. samomxmareblo saqonlis bazris segmentaciis
187
ZiriTadi principebi
bazris segmentaciisTvis marketingis specialistma

unda gamoiyenos sxvadasxva maCvenebeli cal-calke an erTma-
neTTan kavSirSi. es mas saSualebas miscems meti sizustiT
airCios bazris nawili samoqmedod.
samomxmareblo da sawarmoo daniSnulebis bazrebis
segmentacia ar xorcieldeba erTiani midgomiT. amis safuZve-
lia am ori bazris specifikuri niSan-Tvisebebi.
samomxmareblo saqonlis bazris segmentacia SeiZleba
ganxorcieldes geografiuli, demografiuli, fsiqografiuli
da qceviTi principebis mixedviT, rasac safuZvlad udevs Se-
sabamisi tipis faqtorebi. amis Sesabamisad ganasxvaveben sa-
momxmareblo saqonlis bazris segmentaciis Semdeg saxeebs:
1) geografiuli segmentacia;
2) demografiuli segmentacia;
3) fsiqografiuli segmentacia;
4) qceviTi segmentacia.
segmentaciis faqtorebi da segmentis saxeebi qveynebis
mixedviT ramdenadme gansxvavebulia. mocemul SemTxvevaSi
isini saqarTvelos magaliTzea dakonkretebuli ( ix. cxrili
7.1.).
cxrili 7.1.
samomxmareblo saqonlis segmentaciis procesSi gamo-
sayenebeli zogierTi faqtori
saqarTveloSi
# segmentaciis segmentaciis faqto- segmentis saxe
principi rebi
1. geografiuli regioni q. Tbilisi; afxazeTi; aWara; sameg-
relo- zemo svaneTi; guria; imere-
principi Ti; raWa-leCxumi da qvemo svaneTi;
Sida qarTli; samcxe-javaxeTi
188
5 aTasze naklebi mcxovrebiT;
qalaqi, daba 5_10 aTasi; 10-20 aTasi; 20-50
aTasi; 50-100 aTasi; 100 aTasze
meti.
mcxeTis raioni; dmanisis raioni;

raioni kaspis raioni; vanis raioni;
Cxorowyus raioni.. . .
klimati Tbili, civi

2. demografiuli asaki 0-4 weli; 5-14 weli; 15-19 weli;
20-24 weli; 25-34 weli; 35-49
principi weli; 50-64 weli; 65 weli da me-
ti.
sqesi
mdedrobiTi; mamrobiTi
ojaxis sidide
1 suliani ojaxebi; 2 suliani
ojaxebi; 3-4 suliani ojaxebi; 5
da met suliani ojaxebi.
ojaxis sasicocxlo
ciklis etapi axalgazrda martoxelebi; uSvilo
2 suliani ojaxebi; mcirewlovan
bavSvebiani ojaxebi;
ojaxebi, romelTac hyavT mozardi
Svilebi; asakovani meuRleebi; xan-
SiSesuli martoxelebi
Semosavlebis done
50-100 lari; 100-200 lari; 200-
500 lari; 500-1000 lari; 1000
dasaqmebis xasiaTi laris zeviT
gonebrivi SromiT dakavebuli ada-

mianebi; mmarTvelebi, Tananmdebobis
pirebi da mesakuTreebi; vaWrobis
muSakebi; xelosnebi; kvalificiuri
muSebi; soflis meurneobaSi dasaq-
mebulebi; pensionerebi, studente-
bi, diasaxlisebi, umuSevrebi
ganaTlebis done
dawyebiTi; saSualo profesiuli;
saSualo; daumTavrebeli saSualo;
umaRlesi; daumTavrebeli umaRlesi
religiuri rwmena marTlmadidebeli qristianiebi; ka-

Tolike qristianebi; iudevelebi;
musulmanebi da a.S.
189
erovneba qarTvelebi; afxazebi; osebi; ruse-
bi; ukrainelebi; azerbaijanelebi;
somxebi; ebraelebi; asirielebi;
berZnebi; qurTebi
3. fsiqografiuli sazogadoebrivi siRaribis zRvarze dabla myofni;
klasi Raribebi; saSualo klasi; mdidrebi
principi
tradicionalistebi; garTobis moy-
cxovrebis wesi varulni; Semoqmedni; alturistebi
impulsurebi; komfromistebi; avto-

ritarebi; pativmoyvareni
pirovnebis xasiaTi
4. qceviTi yidvis stili regularuli; gansakuTrebuli Sem-
Txveva
principi
saZiebeli sargebeli produqtis xarisxis done; momsa-
xurebis done; ekonomiuroba gamo-
yenebis procesSi; ekologiuri si-
sufTave
gamomyeneblis sta-
tusi momxmareblebi, romlebic ar sar-
gebloben mocemuli saqonliT; axa-
li momxmareblebi; mudmivi momxma-
reblebi; potenciuri momxmareble-
bi; yofili momxmareblebi
produqciis gamoye- aqtiuri momxmareblebi; zomieri

nebis koeficienti momxmareblebi; pasiuri momxmareb-
lebi
produqtis mimarT
damokidebuleba produqtiT aRfrTovanebuli mom-
xmareblebi; produqtis mimarT da-
debiTad ganwyobili momxmareblebi;
gulgrili momxmareblebi; produq-
tis mimarT uaryofiTad ganwyobi-
li momxmareblebi
geografiul segmentaciaSi igulisxmeba mTliani baz-
ris danawileba erTgvarovan jgufebad maTi adgilmdebareo-
bis mixedviT.
demografiuli segmentacia gamoixateba mTliani baz-
ris jgufebad danawilebaSi asakis, sqesis, ojaxebis raode-
nobis, ojaxis sasicocxlo ciklis etapis, Semosavlebis do-
190
nis, dasaqmebis xasiaTis, ganaTlebis donis, religiuri rwme-
nis, rasis, erovnebis mixedviT.
fsiqografiuli segmentacia gulisxmobs mosaxleobis
dayofas msgavs jgufebad fsiqologiuri maCveneblebis, fase-
ulobebisa da cxovrebis stilis mixedviT.
qceviTi niSnis mixedviT segmentacias produqtis mi-
xedviT segmentaciasac uwodeben. am dros bazars erTgvaro-
van jgufebad yofen produqtze damokidebulebis mixedviT. am
tipis segmentacia praqtikaSi sxvadasxva formiT gamovlinde-
ba, kerZod, gamoyofen:
1) segmentacia produqtis yidvis sababis mixedviT;
2) segmentacia saZiebeli sargeblis Sesabamisad, e.i
imis mixedviT, Tu ris miReba surs momxmarebels
produqtidan;
3) segmentacia gamomyeneblis statusis safuZvelze;
4) segmentacia produqtis gamoyenebis koeficientis
mixedviT;
5) segmentacia saqonlisadmi damokidebulebis Sesaba-
misad.
geografiuli principis mixedviT segmentaciis safuZ-
velia moTxovnilebebis gansxvaveba geografiuli erTeulebis
(qveyana, regioni, qalaqi, sofeli) da klimaturi zonebis
WrilSi. ra Tqma unda, calkeul geografiul erTeulSi yve-
la momxmarebeli ar iRebs erTnair gadawyvetilebas saqon-
lis yidvasTan dakavSirebiT, magram geografiuli segmentaci-
is dros SesaZlebeli xdeba momxmarebelTa moTxovnilebebSi
saerTo niSnebis gamoyofa. geografiuli principis mixedviT
segmentebis gamoyofa xSirad Serwymulia demografiul seg-
mentaciasTan iseTi maCveneblebis gaTvaliswinebiT, rogoricaa
mosaxleobis raodenoba, Semosavlebis done, religiuri rwme-
na, migracia. saqarTvelos mosaxleoba araTanabarzomierad
aris ganlagebuli qveynis teritoriaze. mosaxleobis naxe-
191
varze meti cxovrobs qalaqad. saqarTvelos yvelaze didi qa-
laqi Tbilisia 1,1 mln mcxovrebiT (mTeli mosaxleobis da-
axloebiT meoTxedi). mosaxleobis raodenobis mxriv didi qa-
laqebia (100 aTasze meti mcxovrebi) quTaisi, baTumi, rus-
Tavi. aRniSnuli qalaqebi SeiZleba gamoiyos calke segmente-
bad zogierTi saqonlis warmoebisa da realizaciis proces-
Si.
mxolod mosaxleobis raodenobis mixedviT calkeul
geografiul erTeulze orientaciiT ar SeiZleba biznesis
ama Tu im saxis ganxorcieleba. mxedvelobaSi unda miiRon
sxva faqtorebic saqonlis mimarT momxmareblis damokidebu-
lebis gamosaxatavad. aseTi faqtorebi, rogorc ukve aRiniS-
na, SeiZleba iyos Semosavali, kulturuli faseulobebi, ro-
melTac safuZvlad erovnuli da religiuri niSan-Tvisebebi
udevs, migraciis maCveneblebi.
geografiuli segmentaciis mniSvnelovani faqtori
klimatia. ramdenamde gansxvavebulia produqtebis moxmareba
zRvispireTSi, mTian regionebSi, mTlianad dasavleT an aRmo-
savleT saqarTveloSi. regionul WrilSi, gansxvavebuli
klimatis gamo, gansxvavebulia ara marto samrewvelo, aramed
sasursaTo saqonlis moxmarebac. magaliTad, aSS-Si civi
CrdiloeTis Statebis mosaxleoba bevr wvnians miirTmevs,
vidre Tbili, samxreTis Statebis mosaxleoba. Tumca, zog-
jer, moulodneli movlenebic aRiniSneba. magaliTad, aSS-Si
civi klimatis pirobebSi mcxovrebi adamianebi Tbil klimat-
Si mcxovreb adamianebTan SedarebiT met nayins moixmaren.
praqtikaSi yvelaze xSirad mimarTaven segmentacias
demografiuli principiT. amis mizezi martivia _ saqonlis
yidvis survili da gamoyenebis intensiuroba mWidrod ukav-
Sirdeba demografiul maCveneblebs. maSinac ki, roca segmen-
tacia xorcieldeba sxva principis mixedviT, swori gadaw-
192
yvetilebis misaRebad unda dadgindes gamoyofili segmente-
bis demografiuli maCveneblebi.
demografiuli segmentaciisTvis sawarmos sWirdeba
monacemebis gansazRvruli nakrebi. demografiuli monacemebis
ZiriTadi wyaro statistikis saxelmwifo departamentia.
sqesis mixedviT segmentacia anu genderuli segmenta-
cia saSualebas iZleva advilad ganisazRvros zogierTi pro-
duqtis bazris sazRvrebi. genderuli segmentacia, ukve didi
xania, farTod gamoiyeneba samkervalo mrewvelobaSi, saparik-
maxeroebis qselSi, parfiumeria-kosmetikis mwarmoebeli da
gamsaRebeli sawarmoebis mier. amasTan, zogierTi kompania er-
Tsa da imave produqts sTavazobs mamakacebsac da qalebsac.
magaliTad, Gillette erTjeradi moxmarebis britvas Slim
Twist-s sTavazobs orive sqesis momxmarebels, mxolod gan-
sxvavebuli feriT.
bevri firma bazris segmentebad danawilebas axdens
momxmarebelTa asakis mixedviT, radgan momxmarebelTa moT-
xovnebi xSirad SesamCnevadaa gansxvavebuli sxvadasxva asa-
kobriv jgufSi. Tumca, isic unda aRiniSnos, rom asaki yo-
velTvis ar iZleva sasurveli segmentebis gamoyofis saSua-
lebas. amis mizezi is aris, rom xanSiSesuli adamianebi Tavi-
anTi cxovrebis wesiT da janmrTelobiT zogjer ufro
axalgazrdebi arian, vidre asakiT axalgazrdebi.
produqtebis sakmaod didi nawili ojaxuri moxmare-
bisaa (aveji, sacxovrebeli binebi, saojaxo teqnika...). amitom
isini unda awarmoon ojaxebis raodenobis, ojaxebis Seqmnis
tendenciis gaTvaliswinebiT. am dros mxedvelobaSi miiReba,
agreTve, ojaxis sasicocxlo ciklis etapi, radgan moxmare-
buli saqonlis xasiaTi ramdenadme gansxvavebulia axalgaz-
rda martoxelebSi, orsulian ojaxebSi, romelTac ar hyavT
bavSvebi, mcirewlovan bavSvebian ojaxebSi, ojaxebSi, romel-
Tac hyavT mozrdili Svilebi, asakovan meuRleebSi, romle-
193
bic calke cxovroben, asakovan martoxelebSi. rodesac oja-
xi cxovrebis erTi etapidan meoreSi gadadis mis mier moxma-
rebuli saqonlis struqtura icvleba. axalgazrda martoxe-
lebi, romlebic calke cxovroben, iafi avejis da SedarebiT
mcire moculobis saojaxo teqnikis aqtiuri myidvelebi da
momxmareblebi arian. axalgazrda martoxelebs, romlebic
cxovroben mSoblebTan erTad, aqvT ufro meti Semosavali
da isini ufro metad yiduloben Zvirfas saqonels, dadian
restornebSi, samogzaurod. axaldaqorwinebulebi, romlebic
calke iwyeben cxovrebas, xSirad yiduloben saxls, avejs,
saojaxo saqonels, saCuqrebs erTmaneTisTvis, dadian samog-
zaurod, restornebSi. bavSvis dabadebasTan erTad axalSeq-
mnili ojaxebis mier moxmarebuli saqonlis struqtura ic-
vleba. isini aqtiurad yiduloben bavSvis kvebis produqtebs,
bavSvis tansacmels, sabavSvo etls da a.S. bavSvebis gazrdas-
Tan erTad ojaxebis mier nayidi saqonlis struqtura kvlav
icvleba. ojaxebi, romelTac hyavT studenti Svilebi, Semo-
savlebis did nawils xarjaven dasvenebasa da ganaTlebis mi-
Rebaze, metad yiduloben saojaxo teqnikas. asakovani meuR-
leebi upiratesobas aniWeben dietur kvebas da sxvebTan Se-
darebiT ufro meti raodenobiT sWirdebaT da yiduloben
wamlebs, dadian dasasveneblad.
sawarmoTa sakmaod didi nawilisTvis xelsayrelia
bazris segmentacia Semosavlebis safuZvelze. Semosavlebis
mixedviT segmentaciis dros sawarmoTa erTi nawili cdi-
lobs moizidos maRalSemosavliani momxmareblebi avtomobi-
lebis, ZviradRirebuli qurq-bewveulis da sxva Zvirfasi sa-
qonlis sayidlad; sawarmoTa meore nawili orientirdeba da-
balSemosavlian momxmarebelze da sTavazobs mas iaffasian
fexsacmels, tansacmels, saojaxo saqonels. magram xSiria
SemTxvevebi, roca Semosavlebis donis mixedviT miznobrivi
momxmareblebis sworad SerCeva ver xdeba. ase, magaliTad,
194
aSS-Si feradi televizorebis pirveli myidvelebi, ZiriTa-
dad, iyvnen muSebi maSin, roca mwarmoeblebi orientirebuli
iyvnen maRalSemosavlian fenebze. rogorc SemdegSi gairkva,
muSebma feradi televizorebis yidva ufro momgebianad miiC-
nies, vidre kinosa da TeatrSi siaruli.
geografiuli da demografiuli segmentaciis damateba
xSirad fsiqografiuli segmentaciaa. erTi da imave geogra-
fiuli da demografiuli segmentis warmomadgenlebi zogjer
sruliad gansxvavebulebi arian fsiqografiuli maCveneblebis
mixedviT.
fsiqografiuli segmentacia xorcieldeba sazogadoeb-
rivi klasisadmi mikuTvnebis, cxovrebis wesis da pirovnebis
xasiaTis mixedviT. sazogadoebrivi klasisadmi mikuTvneba
xdeba Semosavlebis safuZvelze. saqarTveloSi dReisTvis Se-
iZleba gamoiyos oTxi socialuri klasi: Ratakebi, Raribebi,
saSualo fena, mdidrebi. aSS-Si Semosavlebis mixedviT, Ziri-
Tadad, gamoyofen Svid socialur klass: miliardelebs, mi-
lionerebs, saSualo klasis zeda fenas, saSualo klass, mu-
SaTa klass, RaribTa klasis zeda fenas, RaribTa klasis qve-
da fenas.
bevri sawarmo saqonelsa da momsaxurebas qmnis da yi-
dis socialuri klasis moTxovnebis gaTvaliswinebiT, rac
zrdis saqonlisa da momsaxurebis gayidvis albaTobas.
cxovrebis wesic axdens gavlenas saqonlisa da momsa-
xurebis moxmarebaze. amitom mewarmeebi gamoyofen erTsa da
imave demografiul jgufSi sxvadasxva cxovrebis stilis
mqone momxmareblebs. ase, magaliTad, erTsa da imave demogra-
fiul jgufSi SeiZleba gamoiyos: sigaretis mweveli da
aramweveli adamianebi; adamianebi, romlebic moixmaren an ar
moixmaren kosmetikur saSualebebs, alkohols.
bazris segmentacias axorcieleben, agreTve, pirovne-
bis tipis mixedviT. sruliad gansxvavebulia impulsuri,
195
kompromistuli, avtoritaruli, pativmoyvare adamianebis
myidvelobiTi qceva bazarze. amitom sasurvelia maTi calke
segmentebad gamoyofa da gansxvavebuli urTierTobis damya-
reba maTTan.
7.3. sawarmoo daniSnulebis saqonlis bazris

segmentaciis Taviseburebebi
sawarmoo daniSnulebis saqonlis bazris segmentacia

SeiZleba ganxorcieldes, garkveulwilad, imave faqtorebiT,
riTac xorcieldeba samomxmareblo saqonlis bazris segmen-
tacia. magram sawarmoo daniSnulebis saqonlis bazris speci-
fikuri niSanTvisebebis gamo eyrdnobian, agreTve, sxva, mxo-
lod am bazrisTvis damaxasiaTebel, faqtorebs. amasTan, biz-
nessaqonlis mwarmoeblebi samomxmareblo saqonlis mwarmoeb-
lebisgan gansxvavebiT naklebad mimarTaven segmentaciis
strategias. amis mizezi, jer erTi, is aris, rom isini xSi-
rad orientirebulni arian ara momxmarebelTa moTxovnile-
bebze, aramed saqonlis konstruqciaze. meore, isini umetesad
calkeuli momxmareblisTvis awarmoeben produqcias an kidev
mimarTaven masobriv marketings.
sawarmoo daniSnulebis saqonlis segmentaciis Ziri-
Tadi faqtorebia:
1) geografiuli faqtorebi;
2) qceviTi faqtorebi;
3) organizaciuli faqtorebi;
4) Sesyidvis praqtika.
geografiuli faqtorebis mixedviT sawarmoo daniSnu-
lebis bazris segmentacia iTvaliswinebs myidveli organiza-
ciebis dajgufebas maTi adgilmdebareobis Sesabamisad.
196
qceviT faqtorebSi Sedis: is saZiebeli sargebeli,
ris miRebasac fiqroben myidveli organizaciebi biznessaqon-
lisgan; myidveli organizaciis statusi; nayidi sawarmoo da-
niSnulebis saqonlis moxmarebis intensiuroba; mocemuli
konkretuli sawarmosa da misi saqonlisadmi erTgulebis xa-
risxi; mzadyofna saqonlis sayidlad da damokidebuleba sa-
qonlis mimarT.
saZiebeli sargebeli ganisazRvreba saqonlis saeq-
sploatacio Tvisebebis mixedviT da moicavs: gamoyenebis xan-
grZlivobas, moxmarebis procesSi ekonomiurobas, advilad
gadaadgilebis unars da a.S.
moxmarebis intensiurobis Sesabamisad myidveli orga-
nizaciebi SeiZleba daiyos aqtiur, pasiur da zomier momxma-
reblebad. amis mixedviT gamoiyofa segmentebi da muSavdeba
marketinguli strategiebi.
myidveli organizaciis statusi ganisazRvreba Sesyid-
vis xasiaTis safuZvelze. rogorc cnobilia, ansxvaveben axal
Sesyidvas, modificirebul ganmeorebiT Sesyidvas da ucvlel
ganmeorebiT Sesyidvas. axali Sesyidvis dros ar arsebobs
gamocdileba, romelsac SeiZleba daeyrdnos organizacia. ami-
tom organizaciebi intensiurad moiZieben informacias, aana-
lizeben mas da mxolod amis Semdeg yiduloben saqonels.
ucvleli ganmeorebiTi Sesyidva xorcieldeba minimaluri in-
formaciis safuZvelze, radgan myidveli organizaciebi kar-
gad icnoben saqonels (magaliTad, sakancelario saqonels).
modificirebuli ganmeorebiTi Sesyidva dakavSirebulia axal
produqciasa da teqnologiebTan, amitom saWiro xdeba didi
moculobis informaciis moZieba da gaanalizeba. samive Sem-
TxvevaSi myidveli organizaciebi sxvadasxva segmentSi erTi-
andebian.
197
myidveli organizaciebis segmentacia SeiZleba ganxor-
cieldes, agreTve, mwarmoebeli sawarmosa da saqonlis mi-
marT erTgulebis xarisxis Sesabamisad.
saqonlisadmi damokidebulebis mixedviT ansxvaveben
mocemuli konkretuli sawarmosa da misi saqonlis mimarT
dadebiTad, uaryofiTad da loialurad ganwyobil organiza-
ciebs, romlebTanac gansxvavebuli marketinguli strategie-
biT myardeba urTierToba.
sawarmoo daniSnulebis saqonlis bazris segmentaciis
organizaciul faqtorebSi Sedis myidveli organizaciebis
adgilmdebareoba, maTSi momuSaveTa raodenoba, maTi sakuTari
kapitalis sidide, organizaciis dargisadmi kuTvnileba da
sxva.
Sesyidvis praqtika iTvaliswinebs bazris segmentacias
momaragebis organizaciis, myidveli sawarmoebis profilis,
maTTan arsebuli urTierTobebis, Sesyidvis procesSi gatare-
buli politikis da Sesyidvis kriteriumebis Sesabamisad. mo-
maragebis xasiaTis mixedviT sxvadasxva segmentSi aerTianeben
centralizebuli da decentralizebuli wesiT mosamaragebel
sawarmoebs. profilis safuZvelze segmentacia iTvaliswinebs
samrewvelo, finansuri, savaWro da sxva saxis sawarmoebis
cal-calke segmentebad gamoyofas. myidveli organizaciebis
segmentacia xorcieldeba, agreTve, imis mixedviT, Tu rogo-
ri saxis kavSiri aqvs mas damyarebuli mocemul konkretul
sawarmosTan _ mudmivi Tu periodulad ganaxlebadi. Sesyid-
vis politikaSi igulisxmeba myidveli sawarmoebis momarage-
bis wesi, romelic, Tavis mxriv, iTvaliswinebs salizingo
momsaxurebas, xelSekrulebis safuZvelze momaragebas an sxva
saxis kavSirurTierTobas maTTan. Sesyidvis kriteriumebis
mixedviT sxvadasxva segmentSi aerTianeben produqtis xaris-
xze, momsaxurebis donesa da fasze orientirebul myidvel
organizaciebs.
198
f. kotleri gamoyofs sawarmoo daniSnulebis saqon-
lis bazris segmentaciis kidev erT faqtors, kerZod, Semkve-
Ti organizaciis bazarze wonadobas. am mxriv, cal-calke
segmentebad gamoiyofa msxvili myidveli organizaciebi, ro-
melTac mwarmoebeli sawarmoebi TviTon emsaxurebian specia-
luri qvedanayofis meSveobiT da myidveli organizaciebi,
romlebsac dilerebis daxmarebiT ukavSirdebian.
karg Sedegs iZleva segmentacia erTdorulad ramdeni-
me faqtoris gamoyenebiT.
7.4. bazris miznobrivi segmenti da misi

SerCevis ZiriTadi kriteriumebi
bazris segmentaciis Sedegad gamoyofili segmentebis

Sefasebis safuZvelze sawarmoebi samoqmedod irCeven erT an
ramdenime segments. cxadia, Tu sworad airCia sawarmom seg-
menti, mas gauadvildeba bazarze SeRweva da produqciis rea-
lizacia.
segments, romelsac sawarmo aniWebs upiratesobas da
romelSic iwyebs muSaobas, miznobrivi segmenti hqvia.
miznobrivi segmentis SerCevis process win uswrebs
segmentebis Sefasebis kriteriumebis dadgena.
segmentebis Sefaseba xdeba ori mimarTulebiT. jer
erTi, afaseben TviTon segments misTvis damaxasiaTebeli ni-
San-Tvisebebis mixedviT, meore, segmentebis maxasiaTeblebTan
kavSirSi fasdeba sawarmos SesaZleblobebic.
uSualod segmentebis Sesafaseblad gamoiyeneba Semde-
gi kriteriumebi: sidide, saqonlis gasaRebis moculobis
zrdis mosalodneli tempebi, mosalodneli mogeba, konkuren-
ciis intensiuroba.
199
segmentis sidide ganisazRvreba masSi momxmarebelTa
raodenobiT da maT mier saqonlis yidvis SesaZleblobebiT.
amasTan, segmentis sidide yovelTvis ar aZlevs sawarmos
momgebianad muSaobis SesaZleblobas. Tu segmentSi konkuren-
cia Zlieria, Zalian didia am segmentSi muSaobis riskis do-
ne. sawarmos xelmZRvanelobam da marketingis specialistebma
Tavidanve unda icodnen, rom efeqtianad muSaobis gasaRebi
aris mxolod konkurentuli upiratesobis mopoveba.
ama Tu im segmentze sawarmos orientirebisTvis metad
mniSvnelovania misi zrdis potencialis dadgena, rac, Tavis
mxriv, iTvaliswinebs mocemuli sawarmos saqonlis gasaRebis
zrdis mosalodneli tempebis gansazRvras. cxadia, Tu po-
tenciur miznobriv segmentSi konkurenti sawarmoebi mTlia-
nad akmayofileben momxmarebelTa moTxovnebs, mocemuli kon-
kretuli sawarmos konkurentul brZolaSi upiratesobis mo-
povebis Sansi minimaluria. magram im SemTxvevaSi, roca seg-
mentSi momxmarebelTa moTxovna konkurentebis mier srulyo-
filad ar kmayofildeba, sawarmos Tavisi saqonlis gasaRebis
moculobis zrdis didi Sansi uCndeba. gasaRebis mosalodne-
li moculobis dadgenis paralelurad ganisazRvreba mosa-
lodneli mogebis sididec.
segmentis SerCevis dros metad mniSvnelovania segmen-
tis maxasiaTeblebisa da sawarmos SesaZleblobebis erTmaneT-
Tan dakavSireba. sawarmom Tavisi resursebiT unda SeZlos
miznobrivi segmentis moTxovnilebebis dasakmayofileblad
saWiro raodenobisa da xarisxis saqonlis warmoeba. sawar-
mos resursebi ar gulisxmobs mxolod materialur resur-
sebs (nedleuli, masalebi, energetikuli resursebi, sawar-
moo simZlavreebi). sawarmo unda flobdes, agreTve, adamiani-
seul da finansur resursebs saqonlis droulad warmoebisa
da momxmareblisTvis misawodeblad, agreTve, reklamis gasav-
rceleblad da gasaRebis qselis organizaciisTvis.
200
rogorc ukve iTqva, segmentebis Sefasebis Sedegebis
da sawarmos miznebisa da resursebis gaTvaliswinebiT miiRe-
ba gadawyvetileba imis Taobaze, Tu ramden segments moemsa-
xuros sawarmo. amis mixedviT ganasxvaveben miznobrivi baz-
ris momcvelobis sam strategias:
1) aradiferencirebuli marketingi;
2) diferencirebuli marketingi;
3) koncentrirebuli marketingi.
aradiferencirebuli marketingis strategia gulis-
xmobs mTeli bazris an misi udidesi nawilis momsaxurebas.
am dros bazars erTiani marketinguli programiT miewodeba
iseTi saqoneli, romelic sawarmos xelmZRvanelobis rwmeniT
met-naklebi zomiT yvela segmentis momxmareblisTvis aris
misaRebi. maSasadame, es strategia miznad isaxavs produqtis
masobriv gasaRebas, risTvisac iyenebs masobriv reklamas.
aradiferencirebuli marketingis mizania sakuTari produq-
tisTvis maRali imijis Seqmna bazarze.
aradiferencirebuli marketingis strategiis gamoyene-
ba sawarmos resursebis ekonomiis SesaZleblobas ramdenime
mimarTulebiT aZlevs: warmoeba, Senaxva, transportireba,
reklama, marketinguli gamokvlevebi.
dRes aradiferencirebuli marketingis strategias sa-
warmoebi naklebad iyeneben, radgan mTeli bazris an misi
udidesi nawilis moTxovnilebebis damakmayofilebeli saqon-
lis warmoeba ar aris advili.
praqtikaSi zogjer isec xdeba, rom erTi da imave ba-
zarze aradiferencirebuli marketingis strategiiT ramdeni-
me sawarmo gadis. aseT SemTxvevaSi konkurencia Zlierdeba,
rac amcirebs sawarmos mogebas.
diferencirebuli marketingis strategia iTvaliswi-
nebs erTdroulad bazris ramdenime segmentis momsaxurebas
yoveli maTganisTvis individualurad damuSavebuli marketin-
201
guli programiT. ase, magaliTad, General Motors cdilobs,
rom sxvadasxva segments sxvadasxva saxis avtomobili SesTa-
vazos momxmarebelTa Semosavlebis da pirovnuli Tvisebebis
gaTvaliswinebiT. saqonlis asortimentis gafarToebiT sawar-
moebi cdiloben momxmarebelTa farTo moTxovnilebebis dak-
mayofilebis gziT SerCeul segmentze ufro Rrmad SeRwevas.
aseT midgomas sul ufro metad iyeneben sawarmoebi, radgan
am SemTxvevaSi SesaZlebelia saqonlis gayidvis moculobis
gadideba aradiferencirebul marketingTan SedarebiT. ase, ma-
galiTad, Procter & Gamble-ma Tavisi TerTmeti dasaxelebis
sarecxi saSualebiT gacilebiT meti bazris aTviseba SeZlo,
vidre amas aradiferencirebuli marketingis strategiis ga-
moyenebiT SeZlebda.
amasTan, diferencirebuli marketingi ganapirobebs sa-
warmos xarjebis gadidebas. es bunebrivia. TerTmeti saxis
sarecxi saSualebis warmoebis xarjebi gacilebiT metia,
vidre imave raodenobis erTi saxis sarecxi saSualebis war-
moebis xarjebi. sawarmoebs Zviri ujdebaT bazris sxvadasxva
segmentisTvis sxvadasxva marketinguli gegmis damuSaveba,
radgan saWiro xdeba damatebiTi gamokvlevis Catareba, gamok-
vlevis Sedegebis mixedviT prognozebis gakeTeba, saqonelmoZ-
raobis arxebis SerCeva da bazarze saqonlis win wawevis Ro-
nisZiebebis damuSaveba.
miuxedavad imisa, rom aradiferencirebuli marketin-
gis gamoyeneba did xarjebTan aris dakavSirebuli, sawarmo-
ebi mas mainc xSirad iyeneben, radgan is saqonlis realiza-
ciis moculobis gadidebis did SesaZleblobebs iZleva gan-
meorebiTi Sesyidvebis zrdis xarjze.
Tu sawarmoebs SezRuduli aqvT resursebi, isini iye-
neben koncentrirebul marketings, romelic iTvaliswinebs
erT an ramdenime subsegmentze muSaobas. am strategias xSi-
202
rad mimarTaven axladfexadgmuli sawarmoebi, romlebsac uf-
ro msxvil da Zlier sawarmoebTan uwevT dapirispireba.
subsegmentebze orientirebul sawarmoebs momxmare-
belTa ukeTesad Seswavlis da maT moTxovnilebebSi garkvevis
meti SesaZleblobebi aqvT msxvil firmebTan SedarebiT. amiT
isini myar poziciebs ikaveben segmentSi.
amasTan, koncentrirebuli marketingis strategiis ga-
moyeneba ukavSirdeba did risks. Tu sawarmos SerCeulma sub-
segmentma ar gaumarTla (misi produqcia ar miiRo momxmare-
belma an kidev mas konkurenti sawarmo daupirispirda), is
SeiZleba gakotrdes, rom aRaraferi iTqvas zaralze.
koncentrirebuli marketingis strategiis gamoyenebis
maRali riskis gamo, sawarmoebi xSirad diferencirebuli
marketingis strategias aniWeben upiratesobas.
203
7.5. saqonlis pozicionirebaA
pozicionirebisA mizania Seuqmnas momxmareblebs sawar-

mosa da mis saqonelze dadebiTi warmodgena. pozicionire-
bisA safuZvelze momxmarebeli axdens saqonlis identifici-
rebas mniSvnelovani maxasiaTeblebis mixedviT, ris Sedegadac
saqoneli ikavebs gansazRvrul adgils mis cnobierebaSi. av-
tomobil Shkoda-s pozicionireba ganxorcielda rogorc
ekonomiuri avtomobilis. limonaTi “nataxtaris” pozicioni-
reba xorcieldeba rogorc qarTuli limonaTis, riTac mwar-
moebeli sawarmo cdilobs xazi gausvas mis ekologiur si-
sufTaves.
pozicionireba ukavSirdeba saqonlis aRqmis process da
exmareba sawarmos produqciis realizaciis procesis daCqa-
rebaSi. pozicionirebasTan dakavSirebulia poziciis cneba.
saqonlis poziciaSi igulisxmeba adgili, romelsac is
ikavebs momxmareblis cnobierebaSi konkurentebis ana-
logiur saqonelTan Sedarebis safuZvelze.
erTi da imave saxis, magram sxvadasxva mwarmoeblis sa-
qonlis pozicia bazarze, ZiriTadad, sxvadasxva niSan-Tvise-
bebiT ganisazRvreba. sxvadasxva maxasiaTeblebiT ganisazRvre-
ba bazarze erTi da imave mwarmoeblis, magram sxvadasxva da-
saxelebis identuri saqonlis poziciac. Jaguar-is pozicia
bazarze gansazRvra misma maRalma teqnikurma maxasiaTeblebma.
Volvo-s momxmareblebi saimedo manqanad aRiqvamen. Lincoln gai-
givebulia komfortulobasTan.
momxmarebelTa cnobierebaSi saqonlis pozicionireba
yovelTvis xdeba. es procesi SeiZleba ganxorcieldes ro-
gorc marketingis specialistebis daxmarebiT, ise maT gare-
Se. magram konkurentul garemoSi marketingis specialisteb-
ma aucileblad unda izrunon TavianTi saqonlis bazarze da-
samkvidreblad misi niSan_Tvisebebis gaumjobesebasTan erTad
204
pozicionirebis ganxorcielebis gziTac, e. i. maT unda imoq-
medon momxmareblis cnobierebaze sxvadasxva saSualebebis ga-
moyenebiT. bevrma saqonelma wamyvani adgili msoflio bazar-
ze daikava ara mxolod saukeTeso maxasiaTeblebiT, aramed
kargad ganxorcielebuli pozicionirebiTac. firmebs, romel-
Ta saqonelsac momxmareblis cnobierebaSi dakavebuli aqvs
garkveuli pozicia, Znelad Tu daupirispirdebian konkuren-
tebi. Tanamedrove msoflio bazarze momxmareblebs Rolex mi-
aCniaT saukeTeso saaTad, Porshe saukeTeso avtomobilad,
Johnson & Jonhson bavSvis higienis produqtebis mwarmoebel
saukeTeso firmad.
swori marketinguli programiT ganxorcielebuli po-
zicionireba, marTalia, aadvilebs saqonlis bazarze SeRwe-
vas, magram ar aris sakmarisi saqonlis bazarze dasamkvidreb-
lad. saWiroa, pozicionirebis konkurentunarianobiT gamagre-
ba.
saqonlis pozicionirebis procesSi marketingis specia-
listebi sxvadasxva midgomas iyeneben. SeiZleba gamovyoT po-
zicionirebis Semdegi strategiebi:
1) pozicionireba saqonlis maxasiaTeblebis mixedviT;
2) pozicionireba momxmareblisTvis SeTavazebuli sar-
geblis mixedviT;
3) pozicionireba konkurentebis mixedviT;
4) pozicionireba fasisa da xarisxis mixedviT;
5) pozicionireba momxmarebelTa gansazRvruli jgufe-
bis mixedviT;
6) pozicionireba saqonlis warmoSobis qveynis mixed-
viT;
7) pozicionireba sasaqonlo jgufisadmi mikuTvnebis
mixedviT;
8) pozicionireba saqonlis Semadgenlebis mixedviT da
a. S.
205
ZiriTadi maxasiaTeblebis mixedviT xorcieldeba teqni-
kuri TvalsazrisiT rTuli saqonlis pozicionireba. aseT
saqonels miekuTvneba, magaliTad, avtomobilebi, sarecxi man-
qanebi, mobiluri telefonebi, saaTebi da a.S. am saxis saqon-
lis pozicionirebis dros mwarmoeblebi xazs usvamen mis
gansakuTrebul Tvisebebs.
momxmareblisTvis SeTavazebuli sargeblis mixedviT po-
zicionirebis dros aqcenti keTdeba im mosalodnel sarge-
belze, romelsac momxmarebeli miiRebs saqonlis yidvisa da
gamoyenebis SemTxvevaSi. mosalodneli sargeblis mixedviT
pozicionirebis strategias iyeneben momxmareblebisTvis kbi-
lis pastis, wamlebis, sakonditro nawarmis da sxva saxis
saqonlis mimwodebeli firmebi. kbilis pastis pozicionire-
bis dros xSirad xazi aqvs gasmuli kariesis SeCerebis, kbi-
lebis gaTeTrebis unars, samkurnalo Tvisebebs.
konkurentebis mixedviT pozicionirebis dros sawarmo
Tavis saqonels adarebs konkurenti sawarmoebis saqonels. am
dros mwarmoebeli sawarmo pirdapir acxadebs, rom misi sa-
qoneli saukeTesoa. am saxis pozicionirebis dros iyeneben,
magaliTad, aseT lozungs: “Cven yvelaze kargad vemsaxure-
biT”.
momxmareblis fsiqikaze zemoqmedebis mosaxdenad xSirad
gamoiyeneba pozicionireba fasisa da xarisxis mixedviT. am
dros yuradRebas amaxvileben rogorc fasze, ise xarisxze.
zogjer saWiro xdeba maRali fasis dasabuTeba, magaliTad,
rogorc es moxda Rolex-is reklamaSi: “es ZviradRirebuli
drois maCvenebeli mowyobiloba maRali xarisxisaa”. zogjer
dabali fasis fonze xazs usvamen saqonlis saTanado xa-
risxs. magaliTad, Temeks-is reklama ase JRers: “... marTa-
lia iafia, magram gemsaxurebaT didxans”. Wal-Mart Tavis
pozicionirebas axdens sameurneo saqonlis yvelaze iafi
gamyidvelis statusiT.
206
momxmarebelTa gansazRvruli jgufebis (gamomyeneble-
bis) mixedviT pozicionirebis dros mimarTaven ama Tu im
segmentis momxmareblebs da lozungSi xazs usvamen misTvis
mniSvnelovan momentebs. magaliTad, saojaxo teqnikis pozi-
cionirebis procesSi win aris wamoweuli gamoyenebis pro-
cesSi misi usafrTxoeba.
saqonlis realizaciis daCqarebaSi xSirad did rols
asrulebs pozicionireba saqonlis mwarmoebeli qveynis mi-
xedviT. magaliTad, lozungi, romliTac xdeba avtomobil
Audi-s pozicionireba ase JRers: Vorsprung durch Technik
(teqnika upiratesobebis mopovebis safuZvelia), riTac xazi
aqvs gasmuli mis germanul warmoSobas. avtomobil Renault-
is pozicionirebis lozungi- Createur d’automobiles (avto-
mobilebis Semoqmedi),-mis frangul warmoSobaze metyvelebs.
qveynebis mixedviT pozicionireba xSirad gamoiyeneba sasme-
lebze. aseTebia, magaliTad, lozungebi: franguli Rvino, ru-
suli arayi, germanuli ludi.
miznobriv segmentze xSirad kargad zemoqmedebs saqon-
lis gansazRvruli jgufisadmi KkuTvnilebis mixedviT gan-
xorcielebuli pozicionireba, rasac zogjer uSualod sa-
qonlis dasaxelebaSi usvamen xazs.
ingredientebis (Semadgenlebis) mixedviT poziciuroba
gamoiyeneba produqtebis, tansacmlis momxmareblisTvis war-
dgenis procesSi. magaliTad, tansacmlis pozicionirebis
dros xazs usvamen im garemoebas, rom is naturaluri Salis
an bambis qsovilisgan aris Sekerili. kvebis produqtebis
pozicionirebisas yuradRebas amaxvileben maT ekologiur si-
sufTaveze.
bunebrivia, saqonlis pozicionireba SesaZlebelia gan-
xorcieldes bevri atributis gamoyenebiT. magram ukeTesia,
SeirCes isini, romlebsac icnoben momxmareblebi, winaaRmdeg
SemTxvevaSi momxmarebeli SeiZleba daibnes an kidev undob-
207
lobis grZnoba gauCndes saqonlis mimarT. pozicionirebis
procesi unda iyos rac SeiZleba martivi da advilad gasage-
bi momxmareblisTvis.
VII TavSi gamoyenebuli marketinguli terminebi
bazris segmentacia
segmenti
niSi
bazris miznobrivi segmenti
bazarze saqonlis pozicionireba
miznobrivi marketingi
masobrivi marketingi
individualuri marketingi
damoukidebeli marketingi
geografiuli segmentacia
demografiuli segmentacia
fsiqografiuli segmentacia
qceviTi segmentacia
genderuli segmentacia
aradiferencirebuli marketingi
diferencirebuli marketingi
koncentrirebuli marketingi
reziume
sawarmoebi TavianTi SesaZleblobebis mixedviT iyeneben

masobriv da miznobriv marketings. masobrivi marketingi gu-
lisxmobs erTi saqonlis masobriv warmoebasa da masobriv
gavrcelebas. miznobrivi marketingi iTvaliswinebs bazris
jgufebad danawilebas da am jgufebis moTxovnis Sesabamisi
saqonlis Seqmnas da bazrisTvis miwodebas. bazris jgufebad
208
danawileba erTgvarovani niSnebis mixedviT aris bazris seg-
mentacia. miznobriv marketingSi Sedis, agreTve, bazris miz-
nobrivi segmentis SerCeva da bazarze saqonlis pozicioni-
reba.
bazris segmentacia gansxvavebulad xorcieldeba samom-
xmareblo da sawarmoo daniSnulebis saqonlis bazrebze. sa-
momxmareblo saqonlis bazris segmentacia xorcieldeba ge-
ografiuli, demografiuli, fsiqografiuli da qceviTi niS-
nis mixedviT. sawarmoo daniSnulebis saqonlis mwarmoeblebi,
samomxmareblo saqonlis mwarmoeblebisgan gansxvavebiT, iSvi-
aTad axorcieleben bazris segmentebad danawilebas. am dros,
isini, ZiriTadad, eyrdnobian geografiul, qceviT, organiza-
ciul faqtorebs da Sesyidvis praqtikas.
segmentaciis Sedegad gamoyofil bazris nawilebs sa-
warmoebi afaseben sididis, saqonlis gasaRebis moculobis
zrdis SesaZleblobebis, misaRebi mogebis sididis da segmen-
tSi konkurenciis intensiurobis mixedviT. segmentebis Sefa-
sebis Sedegebi SesabamisobaSi mohyavT sawarmos miznebTan da
SesaZleblobebTan, ris Sedegadac miiReba gadawyvetileba ama
Tu im segmentze sawarmos gasvlasTan dakavSirebiT.
arsebobs miznobrivi segmentis momcvelobis sami marke-
tinguli strategia: aradiferencirebuli marketingi, dife-
rencirebuli marketingi da koncentrirebuli marketingi.
aradiferencirebuli marketingis strategia iTvaliswinebs
mTeli bazris an misi udidesi nawilis momsaxurebas. dife-
rencirebuli marketingis strategiis arCevisas sawarmo emsa-
xureba bazris ramdenime segments individualurad damuSave-
buli marketinguli programebiT. koncentrirebuli marketin-
gis strategia gulisxmobs bazris erT an ramdenime subseg-
mentze gasvlas.
am TavSi ganxilulia bazarze saqonlis pozicionirebac,
romelic miznad isaxavs sawarmosa da misi produqtis Sesa-
209
xeb momxmareblebSi dadebiTi Sexedulebebis Camoyalibebas.
pozicionirebis procesSi sworad ganxorcielebuli RonisZi-
ebebis Sedegad mocemuli konkretuli sawarmos produqti
gansazRvrul adgils ikavebs momxmareblis cnobierebaSi. po-
zicionirebis procesi SeiZleba ganxorcieldes saqonlis ma-
xasiaTeblebis, momxmareblisTvis SeTavazebuli sargeblis,
konkurentebis, fasis, xarisxis da sxva niSnebis mixedviT.
yvela SemTxvevaSi pozicionirebis mizania produqtsa da mis
mwarmoebel sawarmoze momxmareblebSi dadebiTi Sexedulebe-
bis Camoyalibeba.
210
Tavi 8. konkurentuli strategia
VIII Tavis swavlebis miznebi

1. konkurentebis saqmianobis analizis mniSvnelo-
bis garkveva konkurentuli upiratesobis mopo-
vebaSi;
2. konkurenciis strategiebis arsSi garkveva;
3. konkurentuli Tanaarsebobis formebis daxasia-
Teba.
8.1. konkurentebis saqmianobis analizi
ekonomikaSi konkurencias uwodeben sawarmoebis Se-

jibrebas saqonlis da momsaxurebis warmoebisa da gasaRebis
sferoebSi upiratesobis mosapoveblad. vinc gaimarjvebs am
brZolaSi, bazarzec is gabatondeba da maqsimalur mogebasac
is miiRebs.
konkurenciul brZolaSi gamarjveba uSualodaa damo-
kidebuli momxmarebelTa dainteresebis doneze. cxadia, vinc
SeZlebs saqonliT da momsaxurebiT momxmareblebis metad
dainteresebas, is gayidis met saqonels, gaimyarebs poziciebs
bazarze da miiRebs met mogebas. magram konkurenciuli brZo-
lis SedegebiT marto gamarjvebuli sawarmo ar moigebs. mom-
xmarebelic mogebuli darCeba, radgan is yidulobs im saqo-
nels an momsaxurebas, romelic Tavisi niSan-TvisebebiT mom-
xmareblisTvis mocemul momentSi (drosa da pirobebSi) yve-
laze ufro misaRebia. konkurencia xels uwyobs, agreTve,
qveynis keTildReobis saerTo donis amaRlebas. konkurenciu-
li brZola ganapirobebs mecnierebisa da teqnikis ganviTare-
bas da miRweuli Sedegebis praqtikaSi droulad gamoyenebas,
211
rac, Tavis mxriv, zrdis warmoebis efeqtianobas da am sa-
fuZvelze sazogadoebis cxovrebis dones. erTi SexedviT,
konkurentebis dadgena Zneli ar aris. ase, magaliTad, aSS-Si
Coca-Cola-s ZiriTadi konkurenti Pepsi Cola-aa, saqarTvelo-
Si `yazbegi” da “nataxtari”. magram faqtobrivad realuri
da potenciuri konkurentebis wre ufro farToa. saSiSroeba
sawarmoebs xSirad moeliT im sawarmodan, romelic axlad
CaerTo konkurenciul brZolaSi. amitom saWiroa konkuren-
tebis saqmianobaze sistematuri dakvirveba da maTi gamovle-
na.
dReisTvis, ekonomikis globalizaciis pirobebSi, da-
Zabuli konkurenciuli brZola mimdinareobs ara marto sa-
erTaSoriso, aramed qveynis Sida bazarzec. es brZola mwvav-
deba qveynebs Soris savaWro barierebis gauqmebiT. amitom sa-
warmoebi momxmareblebis SeswavlasTan erTad sul ufro met
yuradRebas uTmoben TavinTi konkurentebis saqmianobis ana-
lizs.
konkurentebis analizSi gulisxmoben ZiriTadi konku-
rentebis gamovlenis, maTi miznebis, strategiebis, Zli-
eri da susti mxareebis Sefasebis, sawarmos gatarebul
RonisZiebeze konkurentebis mosalodneli reaqciis
dadgenis process.
konkurentebis saqmianobis analiziT gansazRvraven im
gzebs, romlebze dayrdnobiTac sawarmoebi moipoveben konku-
rentul upiratesobas.
konkurentuli upiratesoba vlindeba konkurentebTan
SedarebiT miznobrivi momxmareblebis moTxovnilebebis
ukeTesad dakmayobilebiT, rac, Tavis mxriv, gulisxmobs
ufro ukeTesi da meti raodenobis saqonlis da momsa-
xurebis ufro dabal fasad SeTavazebas.
konkurentebis analizis Sedegebis safuZvelze sawarmo-
ebi amuSaveben konkurentul strategiebs, romelTa ganxor-
212
cielebiTac isini moipoveben konkurentul upiratesobas da
ikaveben myar pozicias bazarze.
konkurentebis analizi aris ara erTjeradi aqti, ara-
med procesi (ix. nax. 8.1.).
kompaniis konkurentebis konkurentebis

konkurentebis miznebis strategiebis
gamovlena gansazRvra dadgena
konkurentebis konkurentebis SerCeva

Zlieri da mosalodneli konkurentebisa,
susti reaqciis romlebsac unda
mxareebis Sefaseba Seution an
Sedareba moeridon
nax. 8.1. konkurentebis analizis procesi
wyaro: Армстронг Г., Вонг В., Котлер Ф., Сондерс Дж. Основы
маркетинга, 4-е европейское нздание.: Пер. с англ. – М., 2007
konkurentebis gamovlena xdeba bazrisTvis miwodebuli

saqonlis da momsaxurebis miwodebis analizis safuZvelze.
konkurentebad, pirvel rigSi, sTvlian im sawarmoebs, rom-
lebic mocemuli sawarmos analogiur saqonels an momsaxu-
rebas sTavazoben momxmareblebs Sesadar fasad. Tumca, SesaZ-
lebelia konkurentad CaiTvalos ama Tu im saqonlis mwarmo-
ebeli yvela sawarmo an kidev is sawarmoebi, romlebic erTi
da imave moTxovnilebebis dasakmayofileblad saWiro pro-
213
duqtebs awarmoeben. maSasadame, konkurentebis gamovlena Se-
saZlebelia dargobrivi da sabazro niSnis mixedviT.
dargi warmoadgens erTmaneTTan mniSvnelovanwilad da-
kavSirebuli produqtebis mwarmoebeli sawarmoebis erTob-
liobas. cxadia, Tu dargSi romelime produqtze fasi gaiz-
rdeba, moTxovna gadainacvlebs sxva, SedarebiT ufro dabali
fasis mqone, produqtze. Tu sawarmos surs dargSi konku-
rentuli upiratesobis mopoveba, man unda SeZlos iq mimdi-
nare konkurentuli brZolis tendenciebis maqsimalurad
zustad gansazRvra. rogorc wesi, sabazro niSnis mixedviT
konkurentebis dadgenis sazRvrebi ufro farToa. am SemTxve-
vaSi realuri da potenciuri konkurentebis raodenoba me-
tia. ase, magaliTad, ludis mwarmoebeli sawarmos konkuren-
ti dargobrivi niSnis mixedviT SeiZleba iyos ludis mwarme-
obeli sxva sawarmo, sabazro niSnis mixedviT ki yvela sa-
warmo, romlis produqciac momxmarebels sasmelze moTxov-
nilebas daukmayofilebs.
konkurentebis gamovlenis procesSi sawarmoebma unda
gansazRvron maTi miznebic. konkurentebis miznebi SeiZleba
iyos: mogebis miReba moklevadian periodSi, mogebis miReba
grZelvadian periodSi, mocemuli momentisTvis ara maqsima-
luri, aramed optimaluri mogebis miReba, bazris wilis
zrda, teqnologiis TvalsazrisiT dargSi wamyvani poziciis
dakaveba da a.S. konkurentebis miznebSi garkveviT da bazarze
Seqmnili mdgomareobis analiziT, sawarmo gansazRvravs ba-
zarze dakavebuli poziciiT konkurentebis kmayofilebis do-
nes da mis mier gatarebul RonisZiebebze maT mosalodnel
reaqciebs. amis Semdeg sawarmo adgens konkurentebis strate-
giebs, Semdgom ki maT Zlier da sust mxareebs. am mizniT is
agrovebs informacias konkurentebis saqmianobaze bolo ram-
denime wlis mixedviT, risTvisac sawarmos marketingis spe-
cialistebi iyeneben meorad informacias, eyrdnobian pirad
214
gamocdilebas, atareben momxmareblebis, momwodeblebis da
Suamavlebis pirvelad marketingul gamokvlevebs. informaci-
is SegrovebaSi garkveul rols asrulebs xmebis gavrcele-
bis arxebi. ukanasknel wlebSi am mimarTulebiT kompaniaTa
nawili did mniSvnelobas benCmarkings aniWebs.
benCmarkingi gulisxmobs konkurenti sawarmoebis pro-
duqtebisa da saqmianobis Sedarebas produqtebis xaris-
xis da saqmianobis efeqtianobis asamaRleblad axali
gzebisa da saSualbebis gamovlenis mizniT.
analizis Sedegebis mixedviT adgenen Zlier da sust
konkurentebs. TavianT SesaZleblobebze dayrdnobiT sawarmo-
ebi gadawyveten, Tu romel konkurents daupirispirdnen da
romels Tavi aaridon.
rogorc praqtika uCvenebs, droTa ganmavlobaSi kon-
kurenciis xasiaTi dargSi SeiZleba Seicvalos. ase, magali-
Tad, roca Sony bazarze audiopleier Walkman –iT gavida,
is iyo monopolisti. bazarze axali konkurentebis gamoCeniT
am dargSi Camoyalibda monopolisturi konkurencia. aRniS-
nul saqonelze moTxovnis Semcirebis gamo konkurentma sa-
warmoebma bazari datoves, ris gamoc is oligopolisturi
gaxda.
sxvadasxva dargSi konkurentebis SeRwevis procesi
ramdenadme gansxvavebulia. ase, magaliTad, axali restornis
gaxsna advilia, radgan amisTvis mcire odenobiT kapitalia
saWiro da mcirea warmoebis masStabebic. sxva dargebTan Se-
darebiT restorani nedleulsac advilad SeiZens da warmoe-
bis ganaxlebac ar aris Zneli. gemTmSeneblobasa da saaviacio
mrewvelobaSi konkurenti sawarmos SeRweva rTulia didi
moculobis kapitalis dabandebis, warmoebis didi masStabe-
bis da misi ganaxlebis sirTulis, nedleuliT uzrunvelyo-
fis da sxva mizezebis gamo. dargebSi konkurentebis SeRwe-
vis problemebi, erTi mxriv, dakavSirebulia maT specifikas-
215
Tan, meore mxriv, àxalbedebTan” moqmedi sawarmoebis erTob-
liv mizanmimarTul dapirispirebasTan.
aramarto dargSi SeRweva, aramed dargidan gasvlac
gaZnelebulia. dargidan sawarmos gasvla SeiZleba Seaferxos
Semdegma mizezebma: iuridiuli da moraluri pasuxismgebloba
momxmareblebis, momwodeblebis, kreditorebis, sakuTari Ta-
namSromlebis winaSe; alternatiuli variantebis ararseboba;
ZiriTadi fondebis amortizacia. konkurentebi xSirad exma-
rebian erTmaneTs bazridan gasvlis barierebis daZlevaSi. am
mizniT isini yiduloben konkurentebis qonebas, Tavis Tavze
iReben momxmareblebis moTxovnilebebis dakmayofilebis pasu-
xismgeblobas da a.S. monopolisturi konkurenciis bazarze
konkurentebis urTierTdaxmareba bazridan gasvlis bariere-
bis daZlevaSi momxmarebels ar azaralebs, oligopolisturi
konkurenciis bazarze ki garkveulwilad mis winaaRmdegaa mi-
marTuli.
8.2. konkurenciis strategiebi
sawarmoTa Seucvleli marketinguli strategiaa kon-

kurentuli upiratesobebis mopoveba. amitom sawarmos marke-
tingul saqmianobaSi centraluri adgili ukavia konkurenci-
is strategiebis damuSavebas.
konkurenciis sabazo strategiebs miekuTvneba:
1) TviTRirebulebis Semcirebis strategia;
2) produqciis diferencirebis strategia;
3) bazris segmentaciis strategia;
4) inovaciis (siaxleTa Seqmnisa da danergvis) stra-
tegia;
5) bazris moTxovnilebebze dauyoneblivi reagirebis
strategia.
216
am strategiebis praqtikaSi realizaciis Sedegad sa-
warmo moipovebs Semdeg konkurentul upiratesobebs:
1) saqonlis dabali TviTRirebuleba da Sesabamisad
dabali fasi;
2) saqonlis unikaluroba da maRali xarisxi;
3) bazris gamoyofili segmentebis kompleqsuri momsa-
xureba;
4) axali saqonlis gamotana bazarze;
5)gasvla bazris im segmentebze, romlebSic sawarmos
ar hyavs konkurentebi;
6) marTvis mobiluri sistemis Seqmna, rac zrdis
momxmarebelze orientaciis SesaZleblobebs.
Tanamedrove msxvili kompaniebis umetesoba sxvadasxva
sasaqonlo jgufsa da bazris segmentze erTdroulad iyenebs
konkurenciis ramdenime strategias, riTac misi gamarjvebis
albaToba konkurenciul brZolaSi izrdeba.
konkurenciis strategiebis damuSaveba moiTxovs kon-
kurenciis Taviseburebebis gansazRvras, konkurentebze in-
formaciis Segrovebas da analizs, strategiebis SesaZlo va-
riantebis dadgenas da maTgan mocemul momentSi optimalu-
ris SerCevas.
konkurenciis Taviseburebebis gansazRvrisas, pirvel
rigSi, unda gairkves pirdapiria Tu arapirdapiri konkuren-
cia. pirdapiri konkurencia myardeba erTi da imave saqonlis
markebs Soris, arapirdapiri ki erTi saerTo moTxovnilebis
dasakmayofileblad saWiro sxvadasxva saqonels an markas
Soris.
konkurenciis damaxasiaTebel niSnebSi garkveva sawar-
moTa xelmZRvanelobas uadvilebs efeqtiani konkurentuli
strategiis damuSavebas.
konkurenciis TaviseburebebSi garkvevis Semdeg sawar-
moebma unda daiwyon konkurentebze informaciis Segroveba.
217
asec xdeba mowinave sawarmoebSi. konkurentebze informaciis
Segroveba rTuli procesia, radgan konkurentebi Segnebulad
malaven informacias.
Tu sawarmom SeZlo saWiro informaciis Segroveba
konkurentebze, is SeZlebs konkurentebis miznebis gansaz-
Rvras, maT Zlier da sust mxareebSi garkvevas da amis Sesa-
bamisad maTTan dasapirispireblad strategiebis saTanadod
SemuSavebas.
konkurentebze informaciis Segrovebis gzaze pirveli
nabijia mosapovebeli masalis saxeebis da maTi miRebis wya-
roebis gansazRvra. monacemebis Segrovebis wyaroebs miekuT-
vneba savaWro personali, saqonelmoZraobis arxebi, momwo-
deblebi, bazris kvleviT dakavebuli organizaciebi, konku-
renti firmebi, sakuTari TanamSromlebi, masobrivi informa-
ciis saSualebebi, specialuri biuletinebi, uSualo dakvir-
veba konkurentebis saqmianobaze. Semdegi nabijia uSualod
monacemebis Segroveba dadgenili wyaroebis mixedviT. amis
Semdeg Segrovebuli informacia mohyavT sistemaSi da aana-
lizeben.
rogorc praqtika uCvenebs, konkurentebze informaci-
is Segrovebis da uSualo dakvirvebis qvedanayofebi iqmneba
msxvil firmebSi, romelTac aqvT amis SesaZlebloba. rac Se-
exeba mcire firmebs, isini konkurentebze monacemebis Segro-
vebisTvis gamoyofen TanamSromels, romelsac evaleba xel-
mZRvanel muSakebs miawodos konkurentebis Sesaxeb saWiro
informacia.
konkurentebze mniSvnelovani informacia miiReba pre-
saSi, konferenciebze, Sexvedrebze maTi gancxadebebis gaana-
lizebiT. Tumca Segrovebuli informacia xSirad ar aris
zusti. erTia, Tu ras acxadeben Riad konkurenti firmebis
warmomadgenlebi da meore, Tu ras isaxaven isini sinamdvile-
218
Si miznad. amitom zogierT firmas konkurentebze informaci-
is Segroveba dayavs maTi saqonlis Seswavlaze.
praqtikaSi xSiria informaciis araeTikuri gziT mo-
povebis SemTxvevebic. aSS-Si Jurnalma Fortune-m gamoaqveyna
konkurentebis saidumlos gamJRavnebis kanonieri, magram zog-
jer eTikuri TvalsazrisiT sakamaTo xerxebi:
1) konkurentebisTvis potenciuri klientebis warTme-
va;
2) konkurentuli firmebis TanamSromelTa saqmianoba-
ze informaciis miReba konferenciebze;
3) samuSaoze miRebisTvis yalbi intervius organiza-
cia;
4) konkurenti firmebis TanamSromlebis gadmobireba;
5) konkurentebis yofili TanamSromlebis gamokiT-
xva;
6) ZiriTadi klientebis waxaliseba gulRia saubris-
Tvis;
7) mimwodeblebis gamokiTxva;
8) samsaxurSi konsultaciebis miReba konkurentebis
gamokiTxvis mizniT;
10) myidvelTa gamokiTxvis Catareba;
11) reklamis SemqmnelebisTvis daxmarebis aRmoCena
firma-konkurentebisTvis dasasmeli kiTxvebis Sedgenisas.;
12) SromiTi SeTanxmebebis analizi;
13) informaciis miRebis Tavisuflebis kanonis dar-
Rvevis safuZvelze aRZrul saqmeebze masalebis miReba;
14) komerciul wesebze dokumentebis Seswavla;
15) konkurentebis produqtis teqnikuri analizi;
16) firma-konkurentebis sxvadasxva saxis narCenebis
SeZena.
rogorc amerikeli profesori j. oSonesi aRniSnavs
wignSi, _ `konkurentuli marketingi: strategiuli midgoma”,
219
_ sawarmoebi mainc iyeneben konkurentebis Sesaxeb informa-
ciis mosapoveblad araeTikur xerxebs, `WuWyian triukebs”
maT winaaRmdeg miuxedavad mosalodneli eTikuri da samar-
Tlebrivi problemebisa.
araeTikuria, agreTve, konkurentebis saqmianobis aras-
worad gaSuqeba, maTi TanamSromlebis mosyidva da maTgan in-
formaciis miReba. zogjer firma samrewvelo SpionaJiT imde-
nad arian SeSfoTebuli, rom yovelmxriv cdilobs Tavisi
saqmianobis TiTqmis yvela mxaris gasaidumloebas, rac xels
uSlis muSaobaSi.
konkurentebis winaaRmdeg brZola da swori konkuren-
tuli strategiis SemuSaveba bevrad aris damokidebuli kon-
kurentebis maxasiaTeblebis sworad garkvevaze, maT gaerTia-
nebaze sxvadasxva jgufSi. j. oSonesi gamoyofs konkurente-
bis Semdeg jgufebs:
1) axali saqonlis Semqmnelebi. konkurentebis am
jgufSi erTiandebian is sawarmoebi, romlebic mudmivad fiq-
roben da Tan qmnian axal saqonels;
2) bazris moxerxebuli moRvaweni. am tipis konku-
rentebs sawarmo aucileblad unda frTxilad moekidos,
radgan isini kargad erkvevian bazris arssa da kanonzomiere-
bebSi;
3) lideris mimdevrebi. aseTi tipis konkurentebi Cve-
ulebriv ar warmoadgenen saSiSroebas, Tumca zogjer sakma-
od karg Sedegebs aRweven;
4) dinebis mimarTulebiT mocuraveni. esenia sawarmo-
ebi, romlebsac swori orientacia aqvT dakarguli da Sinaga-
ni Zalebis gavleniT axorcieleben TavianT saqmianobas;
5) potenciuri interventebi sxva dargebidan. aseTia
firmebi, romelTac SeiZleba miznad daisaxon ufro srulyo-
fili teqnologiiT damzadebuli axali saqonlis gatana ba-
zarze.
220
konkurenti firmebis ama Tu im jgufisTvis mikuTvne-
bis Semdeg adgenen maT Zlier da sust mxareebs. amis saSua-
lebas, rogorc ukve aRiniSna, iZleva momxmareblebis, mimwo-
deblebis, Suamavlebis gamokvlevebi, meoradi informaciis
analizi, kulisebSi gavrcelebuli xmebis Seswavla, bazarze
konkurentebis araswori qmedebebis gaanalizeba, konkurente-
bis mier TavianTi SesaZleblobebis Riad Sefaseba. konkuren-
tebis Zlieri da susti mxareebis gamovlenaSi did rols as-
rulebs konkurenti sawarmoebis saqonlis momxmareblebis mi-
er Sefasebis analizi. amiT dadgindeba moTxovnilebebi kon-
kretul segmentze, rac sawarmoebs uadvilebs swori gadaw-
yvetilebebis miRebas konkurentuli strategiebis SemuSave-
bis procesSi.
konkurentuli strategiebis SemuSavebis da SerCevis
dros mniSvnelovania TviTon sawarmoebis SesaZleblobebis
Sefaseba. aucilebelia konkurentebis da mocemuli sawarmos
SesaZleblobebis SedarebiTi daxasiaTeba. marTalia, praqtika-
Si konkurentebis SesaZleblobebis gansazRvra zustad SeuZ-
lebelia, magram mxolod am gziT SemuSavebulma strategiam
SeiZleba moutanos sawarmos warmateba bazarze.
SerCeulma konkurentulma strategiam aucileblad
unda gaiTvaliswinos konkurentebis sapasuxo reaqcia. amiT
is Tavidan aicilebs moulodnelobebs bazarze, rac gauadvi-
lebs brZolas konkurentebis winaaRmdeg.
8.3. konkurentuli Tanaarsebobis formebi
konkurentul strategiebSi unda ganisazRvros ara

mxolod konkurenciul brZolaSi gamarjvebis miRwevis gzebi,
aramed konkurentuli Tanaarsebobis formebic. maT miekuTvne-
ba konfliqtis gadaWris samarTlebrivi forma da TanamSrom-
loba.
221
konfliqtis samarTlebrivi gadawyveta eyrdnoba kano-
nis uzenaesobis dacvis aucileblobas sawarmos bazarze ar-
sebobis mTeli drois manZilze. bazarze sawarmoTa saqmiano-
bis maregulirebeli kanonebis dacvis mdgomareobas Tval-
yurs adevneben konkurentebi da saWiroebis SemTxvevaSi mi-
marTaven Sesabamis organoebs samarTlianobis aRsadgenad. bu-
nebrivia, sasamarTlos mimarTaven ara mxolod saqonlis
mwarmoeblebi, aramed savaWro organizaciebic. yvelaze xSi-
rad konkurentebi erTmaneTs edavebian monopoliis, arake-
Tilsindisieri konkurenciis, safaso diskriminaciis gamo.
ganviTarebul qveynebSi axali saqonlis mwarmoeblebi xSirad
davoben saqonlis imitaciasTan dakavSirebiT da moiTxoven
imitaciebis gayidvis akrZalvas.
dReisTvis firmebi sul ufro naklebad ebmebian mwva-
ve konkurenciul brZolaSi da cdiloben konkurentebTan
mSvidobiani Tanaarsebobis miRwevas. amas mravali mizezi gana-
pirobebs. maT Soris, pirvel rigSi, unda davasaxeloT kon-
kurentebis saerTo interesebi, romlebic maT ubiZgeben Ta-
namSromlobisken. magaliTad, konkurenti firmebi xSirad er-
Toblivi ZaliT ewinaaRmdegebian bazarze sxva firmebis SeR-
wevas. TanamSromlobisken miswrafeba Zlierdeba maSin, roca
bazarze konkurentebis ricxvi naklebia da Tanac isini sidi-
dis, sakuTrebis formebis da sxva maxasiaTeblebis mixedviT
sul ufro metad emsgavsebian erTmaneTs.
konkurent firmebs Soris TanamSromloba myardeba sa-
mi formiT:
1) Tanasworoba anu Zalebis balansi;
2) hegemonia anu lideroba;
3) imperia.
Zalebis balansis pirobebSi firmebi siZlieriT erTma-
neTs imdenad emsgavsebian, rom TiToeuli maTgani Tavisuf-
lad inarCunebs Tavis wils bazarze. firmebi eguebian aseT
222
situacias ara imitom, rom es maT moswonT, aramed imitom,
rom maT ar SeuZliaT arsebuli situaciis Secvla. Tu Zale-
bis balansis pirobebSi firmebi ecdebian TavianTi saqonlis
bazarze win wawevas agresiuli zomebiT, konkurentebic aseve
moiqcevian, rac mkveTrad gazrdis orive mxaris xarjebs. ase
rom, konkurenti firmebi ver SeZleben bazarze Tavisi wilis
gadidebas. cxadia, Cabma iseT konkurenciul brZolaSi, ro-
melSic ar iqneba gamarjvebuli, aravisTvis ar aris xelsay-
reli.
hegemonias anu liderobas firma bazarze miaRwevs ma-
Sin, roca is gabatondeba ama Tu im maCveneblis mixedviT.
konkurenti firmebi aRiareben gabatonebuli firmis hegemoni-
as, Tumca isic kargad ician, rom ama Tu im firmis lidero-
ba aris mTeli dargis ayvavebis Sedegi.
hegemoniis pirobebSi konkurenti firmebis TanamSrom-
loba efuZneba garkveuli normebisa da wesebis dacvas. maga-
liTad, konkurentebis SeTanxmebiT ikrZaleba erTimeoris sa-
qonlis Rirsebebis ganzrax damcireba. amgvarad, mowesrigebu-
li konkurencia firmebs arsebobisTvis mSvid pirobebs uqmnis
da Tanac uxangrZlivebs bazarze yofnis periods.
Tu lideri firma imperiad gardaiqmna, is Seecdeba
mowinaaRmdegeebis Caylapvas an maT absolutur daqvemdebare-
bas. daqvemdebarebuli firmebi uTmoben Zlier konkurents ga-
kotrebis SiSiT, gakotreba ki Sedegad moyveba Zlieri fir-
mis mier mTlianad misi interesebis Sesabamisi wesebis damya-
rebas bazarze. qveynebis umetesobaSi moqmedebs antimonopo-
liuri kanoni, romelic ewinaaRmdegeba imperiebis Seqmnas ba-
zarze.
VIII TavSi gamoyenebuli ZiriTadi

marketinguli terminebi
223
konkurenti
konkurentuli strategia
konkurentuli upiratesoba
benCmarkingi
konkurentuli Tanaarsebobis formebi
224
reziume
ekonomikaSi konkurenciad iTvleba Sejibreba bazris

subieqtebs Soris saqonlisa da momsaxurebis warmoebisa da
gasaRebis sferoebSi upiratesobis mosapoveblad.
bazarze warmatebis misaRwevad aucilebelia bazris su-
bieqtebis saqmianobaze sistematuri dakvirveba da konkuren-
tebis gamovlena, rac moiTxovs konkurentebis Seswavlas.
konkurentebs swavloben maTi miznebis, strategiebis, Zlieri
da susti mxareebis, maT mier gatarebul RonisZiebebze kon-
kurentebis mosalodneli reaqciis dadgenis gziT. analizis
Sedegebis safuZvelze gansazRvraven konkurentul strategi-
ebs.
konkurenciul brZolaSi sawarmoebi iyeneben Semdeg sa-
bazo strategiebs: TviTRirebulebis Semcirebis strategia,
produqciis diferencirebis strategia, bazris segmentaciis
strategia, inovaciis strategia, bazris moTxovnilebebze da-
uyovneblivi reagirebis strategia.
Tanamedrove pirobebSi sawarmoebi sul ufro xSirad
cdiloben konkurentebTan mSvidobiani Tanaarsebobis gzebis
gamoZebnas. ganasxvaveben mSvidobiani Tanaarsebobis Semdeg
formebs: Tanasworoba anu Zalebis balansi; hegemonia anu
lideroba, imperia. Zalebis balansis pirobebSi erTnairi siZ-
lieris sawarmoebi eguebian erTmaneTis arsebobas bazarze,
radgan ar SeuZliaT situaciis Secvla. bazarze sawarmo li-
deri xdeba ama Tu im maCveneblis mixedviT. am dros konku-
rentebi icaven garkveul normebsa da wesebs, rac uqmnis maT
mSvid pirobebSi saqmianobis SesaZleblobebs. zogjer lideri
sawarmo Zalian Zlierdeba konkurentebTan SedarebiT. am
dros konkurentebi gakotrebis SiSiT mTlianad eqvemdebare-
bian Zlier sawarmos, romelic amiT imperiad gardaiqmneba.
225
Tavi 9. saqoneli
IX Tavis swavlebis miznebi
1) saqonlis sworad ganmarteba da klasifikacia;

2) sasaqonlo politikis damuSavebis saWiroebis
gacnobiereba biznesis efeqtianobis uzrunvelyo-
faSi;
3) axsna imisa, Tu ratom cdiloben sawarmoebi sa-
vaWro markis niSnis mqone saqonlis warmoebasa
da realizacias;
4) saqonlis SefuTvisa da markirebis mniSvnelobis
daxasiaTeba marketingSi;
5) saqonlis konkurentunarianobis ganmarteba da
misi ganmsazRvreli ZiriTadi maCveneblebis daxa-
siaTeba.
9.1. saqoneli - marketingis kompleqsis

ZiriTadi elementi
saqoneli marketingis kompleqsis ZiriTadi elementia.

kompania “yazbegis” civi Cai, Samsung-is firmis sarecxi man-
qana, saqorwino varcxniloba salon “nataliSi”, eqimis kon-
sultacia samedicino firma “interklinikaSi”, saqarTvelos
bankis momsaxureba, sagzuriT dasveneba borjomis dasasvene-
bel saxlebSi, sxvadasxva firmis kompiuteri, televizori-
yvelaferi es saqonelia. f.kotleris ganmartebiT:
saqonelia yvelaferi, ramac SeiZleba daakmayofilos
saWiroeba an moTxovnileba da miewodeba bazars yu-
226
radRebis misapyrobad, SesaZenad, gamosayeneblad an
mosaxmarad.
maSasadame, saqonlad unda miviCnioT yovelive is, rac
gamotanilia bazarze gasayidad da romelsac SeuZlia adami-
anTa moTxovnilebebis dakmayofileba. rogorc ukve aRiniSna
pirvel TavSi, saqonlis cneba ar unda daiyvanon fizikuri
saxiT arsebul obieqtebamde. aseTi midgomiT saqonelia mxo-
lod xelSesaxebi obieqtebi. am SemTxvevaSi saqonlad ar iT-
vleba momsaxureba da Tanac yuradRebis miRma rCeba sargebe-
li, romelic moaqvs ama Tu im saqonels. amgvari azrovnebiT
kompiuteri mxolod yuTia da meti araferi. sinamdvileSi is
informaciis miRebis, dagrovebis, garTobis, komunikaciis
mTavari saSualebaa. bunebrivia, saqonlis dizains didi mniS-
vneloba aqvs momxmareblisTvis, magram mTavari mainc is sar-
gebelia, romelic akmayofilebs ama Tu im moTxovnilebas.
fizikuri saxiT arsebuli obieqtebis garda saqonels mie-
kuTneba, agreTve, momsaxureba, idea, organizacia, adgili, in-
formacia.
marketingis specialistebi saqonelSi an momsaxurebaSi
gamoyofen sam dones(ix. nax. 9.1.):
1) saqonelis Canafiqri;
2) realuri saqoneli;
3) saqoneli gamagrebiT.
saqonelis Canafqiri misi ZiriTadi donea. saqonlis Ca-
nafiqrSi igulisxmeba saqonlisgan misaRebi ZiriTadi sargebe-
li. mwarmoeblebma da marketingis specialistebma saqonlis
Seqmnis procesSi aucileblad unda gansazRvron is ZiriTadi
sargebeli, romelsac myidveli miiRebs saqonlis yidvis da
moxmarebis SemTxvevaSi. saqonels momxmareblebi, pirvel rig-
Si, maTTvis saWiro sargeblis misaRebad yiduloben. televi-
zoris yidviT momxmareblebi iZenen garTobis da informaciis
miRe-
227
nax. 9.1. saqonlis sami done
bis saSualebas da ara ubralod aparaturas, romliTac Se-

saZlebelia sxvadasxva saxis gadacemis naxva
saqonlis Canafiqris mixedviT iqmneba realuri saqone-
li. umeteswilad adamianebi yiduloben realurad arsebul
saqonels. es SeiZleba iyos videoaparatura, kompiuteri, sa-
recxi manqana Tu sxva ram. realur saqonels axasiaTebs Sem-
degi niSnebi:L xarisxis done, Tvisebebi, garegani gaformeba,
markis saxelwodeba da SefuTva. magaliTad, kompania “san-
228
tes” xaWo realuri saqonelia Tavisi saxelwodebiT, Tvise-
bebiT, tariT da gaformebiT.
saqonlis mesame doneze mwarmoeblebi saqonels amagre-
ben damatebiTi momsaxurebis sxvadasxva formiT. damatebiTi
momsaxurebiT gamagreba, upiratesad, kulturul-sayofacxov-
rebo saqonels sWirdeba. ase, magaliTad, avtomaturi sarec-
xi manqanis mwarmoebelma da gamyidvelma kompaniam SeiZleba
momxmareblebs SesTavazos misi Sin mitana, dadgma-da-
montaJeba, sxvadasxva saxis garantia. bevri kompania myidve-
lebs gayidvis Semdgom momsaxurebas sTavazobs. Wkviani biz-
nesmenebi sistematurad zrunaven TavianTi saqonlis gasamag-
reblad efeqtiani saSualebebis Seqmnaze, rac maT konkuren-
ciul brZolaSi exmareba.
saqonlis arsSi safuZvlianad garkvevazea damokidebuli
marketingis strategiis sworad SerCeva, saqonlis arsSi
garkveva ki SesaZlebelia misi swori klasifikaciiT.
saqonels, upiratesad, or jgufad yofen: samomxmareb-
lo (individualuri moxmarebis) da sawarmoo daniSnulebis,
anu biznessaqoneli. saqonlis am ori ZiriTadi jgufis mox-
marebis xasiaTi, yidvis sababi da pirobebi, gasaRebis marke-
tinguli strategia gansxvavebulia da moiTxovs specifikur
midgomas.
rogorc samomxmareblo, ise sawarmoo daniSnulebis sa-
qoneli gamoyenebis xangrZlivobis da materialurobis mixed-
viT iyofa sam qvejgufad:
1) xangrZlivi moxmarebis saqoneli;
2) moklevadiani moxmarebis saqoneli;
3) momsaxureba.
xangrZlivi moxmarebisaa mravaljeradi gamoyenebis saqo-
neli, romelic xangrZlivi periodis manZilze akmayofilebs
momxmarebelTa moTxovnilebas. saqonlis am qvejgufSi erTi-
229
andeba fexsacmeli, msubuqi avtomanqanebi, macivari, dazga,
Senoba-nagebobebi da a. S.
moklevadiani moxmarebis saqoneli mTlianad ixarjeba
gamoyenebis erTi ciklis ganmavlobaSi an gamoiyeneba ramden-
jerme. aseT saqonels miekuTvneba ualkoholo sasmelebi, sa-
recxi saSualebebi, sawvavi, nedleuli da a.S.
momsaxureba moicavs adamianis moqmedebis sxvadasxva sa-
xes, romelsac erTi mxare yidis meore mxareze da romelic
ganapirobebs meore mxaris moTxovnilebebis dakmayofilebas.
momsaxurebaSi Sedis Tmis SeWra, SeRebva, saremonto samuSao-
ebi, advokatis konsultacia da sxv.
samomxmareblo daniSnulebis saqoneli momxmarebelTa
myidvelobiTi Cvevebis mixedviT praqtikul marketingSi SeiZ-
leba daiyos oTx qvejgufad (ix. nax. 9.2.):
1) yoveldRiuri moTxovnis saqoneli;
2) winaswari SerCevis saqoneli;
3) gansakuTrebuli moTxovnis saqoneli;
4) pasiuri moTxovnis saqoneli.
yoveldRiuri moTxovnis saqonels momxmarebeli Cveu-
lebriv xSirad SeiZens, yovelgvari mofiqrebis da sxva saqo-
nelTan Sedarebis gareSe. am qvejgufSi, Tavis mxriv, SeiZle-
ba gamoiyos yoveldRiuri moTxovnis ZiriTadi saqoneli, im-
pulsuri moTxovnis saqoneli da saqoneli, romelsac momxma-
rebeli SeiZens eqstremalur, winaswar gauTvaliswinebel si-
tuaciebSi.
yoveldRiuri moTxovnis ZiriTadi saqonelia puri, sa-
poni, asanTi da sxva, romelTac momxmarebeli yidulobs re-
gularulad. impulsuri moTxovnis saqonels Cveulebriv mom-
xmarebeli SeiZens danaxvis Semdeg, winawari mofiqrebis gare-
Se. aseTi saqoneli iyideba bevr adgilze, amitom momxmare-
bels misi Zebna TiTqmis arasodes ar uwevs. dReisTvis sa-
qonlis impulsuri yidvis wasaxaliseblad internetis gamo-
230
yenebasac ki cdiloben. Gift bastets.com saitis damfuZnebelma
gadawyvita Seqmnas saswrafod SesaZeni saCuqrebis cen-
tri
nax. 9.2. samomxmareblo saqonlis klasifikacia

momxmarebelTa myidvelobiTi qcevis mixedviT.
Gift Emergancy Center, romelic SesaZleblobas miscems mom-

xmareblebs kalaTa, yvavilebi da sxva saqoneli im dResve mi-
iRon TviTon an gadaugzavnon daniSnulebis obieqts. mou-
lodnelad warmoSobili moTxovnilebebis dasakmayofileblad
SeiZleba gamoiyenon sxvadasxva saxis saqoneli, magaliTad,
231
qolga SeiZleba iyidon moulodneli Tavsxma wvimis dros,
Ceqma pirveli Tovlis dros.
yoveldRiuri moTxovnis saqonlis yidvis process mom-
xmareblebi nakleb yuradRebas uTmoben. SeiZleba iTqvas, rom
am saqonels isini meqanikurad yiduloben. amitom marketingis
specialistebi cdiloben am saxis saqonlis gasayidi obieq-
tebi rac SeiZleba metad miuaxlovon sacxovrebel adgilebs.
amasTan, mwarmoeblebi iswrafian maTi produqtebis maRazie-
bis ufro TvalsaCino adgilze ganlagebisken.
gansakuTrebuli moTxovnis saqoneli xasiaTdeba unika-
luri TvisebebiT, ris gamoc mas ar adareben sxva saqonels.
aseT saqonels miekuTvneba moduri tansacmlis sxvadasxva sa-
xeoba, calkeuli markis avtomanqanebi da sxva. gansakuTrebu-
li moTxovnis saqonels hyavs Tavisi momxmarebeli, romelic
mzadaa masSi gadaixados sakmaod maRali fasi. am saqonlis
myidvelebi uars acxadeben Semcvlelebis yidvaze. gansakuT-
rebuli moTxovnis saqonelia, magaliTad, lamborgini, rom-
lis SesaZenad myidvelebi ar eridebian damatebiT danaxar-
jebs. rogorc wesi, gansakuTrebuli moTxovnis saqoneli iyi-
deba SezRuduli raodenobis savaWro obieqtebSi, romlebic
didi qalaqebis feSeneblur kvartalebSia ganlagebuli.
winaswar SerCevisaa saqoneli, romelsac momxmarebeli
yidulobs sxva saqonelTan Sedarebisa da winaswar mofiqre-
bis safuZvelze. mas miekuTvneba eleqtrosaqoneli, saojaxo
saqoneli, tansacmeli, aveji, zogierTi saxis momsaxureba.
konkurent produqtebs momxmareblebi erTmaneTs adareben, Zi-
riTadad, fasis, xarisxis, garegnuli gaformebis mixedviT.
saqonelze informaciis moZieba da analizi sakmaod did
dros da energias moiTxovs. yidvaze gadawyvetilebis miReba
damokidebulia ara mxolod mis maxasiaTeblebze, aramed misi
mwarmoeblebisa da gamyidvelebis reputaciazec.
232
pasiuri moTxovnisaa saqoneli, romelsac momxmarebeli
ar icnobs, an icnobs, magram ar fiqrobs mis yidvas. pasiuri
moTxovnis saqonels miekuTvneba axali saqoneli, romelzec
moTxovna Camoyalibebis procesSia, agreTve, saflavis qva,
saflavis adgili, donoris mier sisxlis Cabareba, sicoc-
xlis dazRveva. pasiuri moTxovnis saqonlis gasayidad saWi-
ro xdeba marketinguli Zalisxmevis gaZliereba, rac momxma-
reblisTvis meti da damajerebeli informaciis miwodebaSi
gamovlindeba.
samomxmareblo saqonlis klasifikacia moTxovnis xasia-
Tis mixedviT marketologebs strategiis damuSevebaSi exma-
reba. rogorc wesi, yoveldRiuri moTxovnis, winaswar Sesar-
Cevi, gansakuTrebuli da pasiuri moTxovnis saqonlis myidve-
lebi gansxvavebulad iqcevian yidvis dros. gansxvavebulia,
agreTve, maTi fasebi, saqonelmoZraobis arxebi da myidveleb-
ze zemoqmedebis meTodebi (ix. cxrili 9.1.).
cxadia, marketinguli RonisZiebebis SerCevis dros
moTxovnis mixedviT samomxmareblo saqonlis klasifikaciis
pirobebSi yoveli saqoneli, pirobiTad, miekuTvneba mxolod
moTxovnis erT saxes, Tumca zogierTi saqoneli erTdrou-
lad SeiZleba ramdenime saxeSi gaerTiandes. magaliTad, av-
tomobili momxmarebelTa didi umravlesobisTvis winaswar
SesarCevi, zogierTisTvis ki yoveldRiuri moTxovnis saqone-
lia. igive SeiZleba iTqvas, eqimis momsaxurebis yidvaze. zo-
gierTi saWiroebis SemTxvevaSi nebismier eqims mimarTavs, zo-
gi ki didi gulmodginebiT irCevs mas. ase, rom eqimis momsa-
xureba, rogorc saqoneli, aRmoCndeba xolme yoveldRiuri
moTxovnis da winaswar SesarCev saqonels Soris.
sawarmoo daniSnulebisaa saqoneli, romelsac sawarmoe-
bi moixmaren sxva saqonlis sawarmoeblad. sawarmoo daniSnu-
lebis saqonels profesionalebi yiduloben. maTi movaleobaa
saqonlis yidvaze gadawyvetilebis miReba mxolod saTanado
233
dasabuTebis safuZvelze da saxsrebis ekonomiurad xarjvis
pirobebSi.
cxrili 9.1.
marketingi samomxmareblo saqonlis

saxeebis mixedviT
# myidvelis yoveldRiu- winaswar gansakuTre- pasiuri moT-

qcevaze moq- ri moTxov- SesarCevi buli moT- xovnis saqo-
medi faqto- nis saqoneli saqoneli xovnis saqoneli
rebi neli
1 yidvaze ga- mcire mniSvnelo- xangrZlivi xan mcire
dawyvetile- vani xan xan-
bis miRebis grZlivi
dro
2 yidvis six- maRali saSualo dabali xan maRali
Sire xan saSualo
3 maRaziis ad- Zalian mniS- mniSvnelo- naklebad mniSvnelova-
gilmdebare- vnelovani vani mniSvnelova- ni
oba ni
4 fasis da xa- iSviaTad yovelTvis iSviaTad iSviaTad
risxis Seda- adareben adareben adareben adareben
reba
5 fasis mniS- Zalian mniS- mniSvnelo- umniSvnelo xan mniSvne-
vneloba vnelovani vani lovani xan
umniSvnelo
6 mwarmoebeli Zalian mniS- mniSvnelo- Zalian mniS- ZiriTadad
sawarmos re- vnelovani vani vnelovani umniSvnelo
putacia
7 gayidvis mravalric- SezRudu- Zalian Sez- SezRuduli
obieqtebis xovani li ruduli
raodenoba
8 saqonlis ba- mcire Zalian di- didi Zalian mcire
zarze win di
wawevis Ro-
234
nisZiebebi
sawarmoo daniSnulebis saqonlis klasifikacia xorci-

eldeba ara momxmareblebisgan damokidebulebiT, aramed maTi
gamoyenebis xasiaTis Sesabamisad.
warmoebis procesSi monawileobis mixedviT biznespro-
duqtebi SeiZleba daiyos sam qvejgufad ( ix. nax. 9.3.):
1) masalebi da detalebi;
2) kapitaluri qoneba;
3) damxmare masalebi da momsaxureba.
nax. 9.3. biznesproduqtebis klasifikacia

warmoebis procesSi monawileobis mixedviT
235
masalebi da detalebi mTlianad gamoiyeneba produqtis
warmoebis erTi ciklis ganmavlobaSi. masSi erTiandeba ned-
leuli, naxevarfabrikatebi da detalebi. nedleulSi Sedis
xorbali, simindi, xil-bostneuli, navTobi, sxvadasxva saxis
madani da a.S. nedleuli mTlianad gamoiyeneba warmoebis er-
Ti ciklis ganmavlobaSi da xdeba mza produqtis nawili
mxolod gadamuSavebuli (Secvleli) saxiT. naxevarfabrika-
tebi da detalebi SeiZleba iyos an materialuri komponenti
an kompleqturi mowyobiloba. warmoebis procesSi materia-
luri komponentebis damuSaveba grZeldeba, magaliTad, nar-
Tisa qsovilis warmoebaSi. rac Seexeba kompleqtur mowyobi-
lobebs, isini yovelgvari gadamuSavebis gareSe gamoiyeneba
produqciis Sesaqmnelad. magaliTad, Zrava manqanaSi CamontaJ-
deba cvlilebis gareSe.
kapitalur qonebas miekuTvneba saqoneli, romelic nawi-
lobriv monawileobs mza nawarmis SeqmnaSi an xels uwyobs
warmoebis process xangrZlivi drois manZilze. kapitalur
qonebaSi erTiandeba stacionaluri Senoba-nagebobebi, staci-
onaluri da damxmare danadgarebi. stacionalur danadgarebs
miekuTvnebaA dazgebi, amweebi da a.S. damxmare danadgarebia
moZravi saqarxno da sakancelario mowyobilobebi. staciona-
luri Senoba-nagebobebisa da danadgarebisgan gansxvavebiT
damxmare danadgarebis Rirebuleba ar Sedis mza nawarmSi.
isini mxolod xels uwyoben warmoebis process da stacio-
nalur danadgarebTan SedarebiT mokle drois ganmavlobaSi
emsaxurebian mas.
damxmare masalebisa da momsaxurebis Rirebulebac ar
Sedis mza nawarmSi. damxmare masalebi ori saxisaa: samuSao
masalebi da teqnikuri momsaxurebis da remontis dros gamo-
yenebuli masalebi. samuSao masalebs miekuTvneba: qvanaxSiri,
saweri qaRaldi, pasta, fanqrebi da a.S. teqnikuri momsaxu-
rebis da remontis dros gamoyenebul masalebSi Sedis saRe-
236
bavebi, jagrisebi, lursmnebi da a.S. damxmare masalebis yid-
vaze gadawyvetilebis miReba ar moiTxovs did Zalisxmevas.
maT yiduloben cvlilebebis gareSe ganmeorebiTi Sesyidve-
bis meTodiT. damxmare masalebs Suamavlebis gamoyenebiT yi-
duloben da yidian. am saxis saqonlis warmoeba da moxmareba
ganfenilia did teritoriaze, fasebi SedarebiT dabalia,
momxmareblis erTgulebis xarisxi naklebad aris gamoxatu-
li.
biznesmomsaxureba SeiZleba iyos teqnikuri da saremon-
to, agreTve, sakonsultacio. teqnikur momsaxurebasa da
remontSi Sedis fanjrebis gawmenda, saweri magidebis SekeTe-
ba, kompiuterebis remonti. sakonsultacio momsaxureba sa-
warmoebs sWirdebaT, rogorc wesi, axali amocanebis gadasaw-
yvetad. sakonsultacio momsaxurebas SeiZleba hqondes samar-
Tlebrivi xasiaTi. SesaZlebelia am saxis momsaxureba das-
WirdeT xelmZRvanel muSakebs marTvis procesSi warmoSobi-
li problemebis mosagvareblad.
sawarmoo daniSnulebis saqoneli samomxmareblo saqo-
nelTan SedarebiT xasiaTdeba specifikuri niSan-TvisebebiT,
rac ganapirobebs gansxvavebul marketingul midgomas misi
warmoebisa da gasaRebis procesSi (ix. cxrili 9.2.).
saqonlis marketingul strategiaSi didi mniSvneloba
eniWeba sasaqonlo niSans, romelTanac dakavSirebulia sasa-
qonlo markis, samarko(safirmo) saxelwodebis, samarko niS-
nis cnebebi.
sasaqonlo marka an ubralod marka (brendi) arsebobs
saxelis, terminis, niSnis, simbolos, naxatis, asoebis,
ricxvebis an maTi sxvadasxva kombinaciis saxiT.
sasaqonlo marka saqonels eniWeba sxva sawarmos analo-
giuri saqonlisgan gansxvavebis mizniT.
sasaqonlo markis is nawili, romelsac sityvebiT ga-
moTqvamen, samarko saxelwodebaa.
237
samarko saxelwodebebia, magaliTad, Johnson&Johnson,
Sony, Ford, Mercedes-benz, Coca-cola.
cxrili 9.2.
marketinguli saqmianoba sawarmoo
daniSnulebis saqonlis ZiriTadi saxeebis
mixedviT
damxmare
myidvelis qcevaze masalebi da kapitaluri qo-
# masalebi da
moqmedi faqtorebi detalebi neba
momsaxureba
1 yidvaze gadawyvetilebis xangrZlivi mniSvnelovani mcire
miRebis dro
2 yidvis sixSire maRali dabali saSualo
3 savaWro obieqtis adgil- Zalian mniSvnelo- naklebad mniS- mniSvnelovani
mdebareoba vani vnelovani
4 fasis da xarisxis Seda- Zalian xSirad xSirad iSviaTad
reba
5 fasis mniSvneloba Zalian didi didi naklebi
6 mwarmoebeli sawarmos re- Zalian mniSvnelo- mniSvnelovani naklebad mniSvne-

putacia vani lovani
7 savaWro obieqtebis rao- SezRuduli Zalian SezRu- mravalricxovani
denoba duli
8 saqonlis bazarze win wa- umniSvnelo umniSvnelo Zalian umniSvnelo
wevis RonisZiebebi
9.2. sasaqonlo niSani da misi mniSvneloba marketingSi
sasaqonlo markis nawili, romelic arsebobs simboloe-

bis, Seferilobebis, gamosaxulebebis, asoebis, an sxva
saxis aRniSvnebis saxiT, samarko niSania.
samarko niSani SeiZleba amovicnoT, magram sityvebiT ar
gamoiTqmeba.
sasaqonlo niSani mTlianad marka an misi nawilia, ro-
melic samarTlebrivad daculia.
238
sasaqonlo niSani icavs saqonlis gamyidvelis gansa-
kuTrebul uflebebs samarko saxelwodebis an samarko niSnis
gamoyenebaze. sasaqonlo niSani praqtikaSi ganixileba ro-
gorc savaWro marka an safirmo niSani. registraciis aRsa-
niSnavad gamoiyeneba wreSi Casmuli aso R.
sasaqonlo marka, samarko saxelwodeba an samarko niSa-
ni marketinguli aRniSvnebia, romlebic iuridiulad ver
icaven saqonels konkurentebisgan. amitom sawarmoebi maT re-
gistraciaSi atareben. saerTod bazarze ufro kargad iyideba
sasaqonlo niSnis mqone saqoneli sasaqonlo niSnis armqone
saqonelTan SedarebiT.
marketiniguli TvalsazrisiT sasaqonlo niSani saqo-
nelze pasuxismgeblobis gansakuTrebuli simboloa. igi maCve-
nebelia imisa, Tu vis ekuTvnis mocemuli saqonlis warmoebi-
sa da realizaciis ufleba da imavdroulad miuTiTebs ima-
zec, Tu vinaa pasuxismgebeli arasaTanado xarisxis saqonlis
miwodebaze. gamomdinare aRniSnulidan sasaqonlo niSani myid-
velisTvis saTanado xarisxis saqonlis SeZenis mamoZravebeli
motivi da Taviseburi saxis garantiaa, rac aCqarebs reali-
zaciis process. amitomaa, rom sawarmoebi cdiloben TavianTi
saqonlisTvis markis miniWebas da registracias. amasTan re-
gistrirebuli samarko saqoneli iyideba ufro Zvirad, vidre
arasamarko. registracia aucilebelia licenziis gayidvis
TvalsazrisiTac. amrigad, sasaqonlo niSani sawarmoTa sa-
kuTrebis mniSvnelovani saxea, romlis Rirebulebac xSirad
ramdenime milion da zogjer miliard dolarsac ki aRwevs.
ase, magaliTad, sasaqonlo niSani Coca-Cola mflobeli fir-
mis mier Sefasebulia 3 mlrd dolarad.
saqonlisTvis samarko saxelwodebis miniWebis praqtikam
ganvlo ganviTarebis garkveuli gza. adre saqonelTa umete-
soba iyideboda samarko saxelwodebis gareSe, II msoflio
omis Semdgom ki imdenad gafarTovda samarko saxelwodebebis
239
miniWebis kampania, rom dReisTvis ganviTarebul qveynebSi
TiTqmis arc erTi saqoneli ar aris bazarze samarko saxel-
wodebis gareSe. amasTan, bolo wlebSi SeiniSneba sapirispi-
ro tendencia. izrdeba samarko saxelwodebis gareSe gayidu-
li saqonlis raodenoba, radgan am SemTxvevaSi fasebi daba-
lia. fasebis Semcirebis SesaZleblobas iZleva dabali xar-
jebi reklamasa da SefuTvaze.
samarko saxelwodebam unda daakmayofilos garkveuli
moTxovnebi. sasurvelia samarko saxelwodebiT xazi gaesvas
saqonlis ZiriTad Rirebulebebs. markis saxelwodeba advi-
lad unda warmoiTqvas da azris dakargvis gareSe gadaiTar-
gmnos sxva enaze. amas gansakuTrebul mniSvneloba aqvs saer-
TaSoriso kompaniebisTvis. ar unda gamoiyenon sxva kompanie-
bis mier adre registrirebuli saxelwodebebi.
markebis saxelwodebis SerCevis procesSi sawarmoebi
iTvaliswineben rogorc menejerebis, ise momxmareblebis mo-
sazrebebs. yvela SemTxvevaSi SerCeulma samarko saxelwode-
bam unda miizidos momxmarebeli. msoflioSi dReisTvis didi
popularobiT sargeblobs Semdegi dasaxelebis markebi: Sony,
Adidas, Panasonic, Toyota da a.S.
Tu sworad SeirCa markis saxelwodeba da saqonelic
Tavisi TvisebebiT akmayofilebs momxmarebelTa moTxovnebs,
momxmarebeli saxelwodebas aigivebs warmatebul saqonelTan
da mudmivi myidvelebis wrec advilad yalibdeba. aseT dros
markebs Suamavlebis mxardaWeris mopovebac uadvildebaT. ase,
magaliTad, kompania Reebok-s Tavidan Zalian gauWirda dis-
tributorebis mxardaWeris mopoveba, dRes ki es marka Sua-
mavlebSi kargi reputaciiT sargeblobs. markis kargi repu-
tacia dadebiTad moqmedebs mwarmoebeli an gamsaRebeli kom-
paniis sxva saqonelzec. kompania Procter&Gamble-ma markis
saxelwodeba 90 dasaxelebis saqonelze daaxloebiT 20 Tvis
ganmavlobaSi gaavrcela.
240
samarko saxelwodebis miniWeba SeiZleba gadawydes
sxvadasxva gziT:
1) individualuri samarko saxelwodebebi. indivi-
dualur samarko saxelwodebebs saqonels mwar-
moeblebi aniWeben maSin, roca ar surT TavianTi
reputaciis momxmareblis mier saqonlis aRqmis
procesTan dakavSireba. aseT pirobebSi, Tu saqo-
neli damarcxda bazarze, mwarmoebeli ar za-
raldeba. am strategias mxars uWers korpora-
cia Procter&Gamble.
2) erTiani samarko saxelwodeba yvela saqonlisT-
vis. am strategias mwarmoeblebi mimarTaven xar-
jebis Semcirebis mizniT. saqonlisTvis erTiani
samarko saxelwodebis miniWebis SemTxvevaSi misi
bazarze gatana iafi jdeba, radgan ar aris au-
cilebeli reklamaze didi odenobiT xarjebis
gaweva. aseTi strategiiT muSaobs aSS-s kompania
General Elektric.
3) erTi jgufis saqonlisTvis koleqtiuri samarko
saxelwodeba. am politikas sawarmo iyenebs ma-
Sin, roca awarmoebs an yidis sruliad gansxva-
vebuli saxis sxvadasxva saqonels. am strategi-
as mxars uWers Sears.
4) firmis savaWro saxelwodebis an saqonlis in-
dividualuri markis Serwyma. firmis savaWro
saxelwodeba axal saqonels aZlevs kanonier sa-
xes, individualuri samarko saxelwodeba ki mi-
uTiTebs mis ganumeoreblobaze. aseT midgomas
mxars uWers firma Kellog.
sasaqonlo niSanTan SedarebiT farTo cnebaa safir-
mo stili, romlis Semadgeneli nawilicaa sasaqonlo niSa-
ni.
241
safirmo stilSi igulisxmeba im grafikuli, enobrivi
da sxva saxis xerxebis erToblioba, romelic uzrun-
velyofs mwarmoeblisa da gamyidvelis mTeli produq-
ciis garkveul mTlianobaSi aRqmas. is imavdroulad
erTmaneTs upirispirebs mwarmoeblebsa da konkurentebs
da maT saqonels.
safirmo stilis Semadgeneli ZiriTadi elementebia:
1) sasaqonlo niSani;
2) logotipi. igi firmis sruli an Sekvecili sa-
xelwodebis (an misi sasaqonlo jgufebis) spe-
cialurad Seqmnili, originaluri anabeWdia;
3) safirmo bloki. igi kompoziciaSi aerTianebs sa-
saqonlo niSans da logotips, agreTve, sxvadas-
xva tipis ganmartebiT warwerebs (qveyana, misa-
marTi, telefoni, teleqsi) da arc Tu iSviaTad
“safirmo lozungs”, rogorc firmis komerciu-
li da teqnikuri kredos gamoxatulebas;
4) safirmo feri (ferTa Sexameba);
5) Sriftebis safirmo kompleqti;
6) safirmo konstantebi (formati, teqstis dakaba-
donebis da ilustraciebis sistema da sxva).
garkveuli zomiT safirmo stili firmis muSaobis, misi
sasaqonlo, teqnikuri, savaWro politikis, zogjer Sinagani
organizaciis gamoxatulebaa. safirmo stilis nakeTobebi ex-
mareba firmas popularobis mopovebaSi da, maSasadame, saqon-
lis gasaRebis stimulirebaSi. magram amisaTvis, pirvel rig-
Si, aucilebelia saqoneli iyos pirveli klasis. saqoneli,
romelic ar gaamarTlebs momxmareblis molodins, moqmedebs
safirmo stilis sapirispirod. is TiTqos gamafrTxilebeli
signalia, romelsac SeuZlia saerTod CaSalos vaWroba. ami-
tom saWiroa jer myidvelis ndobis mopoveba saukeTeso mu-
242
SaobiT da mxolod amis Semdeg fiqri sasaqonlo niSanze an
safirmo stilze.
9.3. brendingi
brends an savaWro markas kompaniebi produqcias aniWe-

ben konkurenti kompaniebis produqciisgan gansxvavebis miz-
niT. momxmareblebisTvis brendi produqtis mniSvnelovani
atributia, romelic, marTalia, zrdis produqtis Rirebu-
lebas, magram aris maRali xarisxis da saimedobis garan-
ti. magaliTad, sunamo Versache momxmarebelTa erTi nawi-
lisTvis maRali xarisxis mqone Zvirfasi produqtia. igive
sunamo ubralod SefuTuli, safuTavze yovelgvari warweris
gareSe, imave momxmareblebisTvis Cveulebrivi saqonelia, ro-
melic arafriT ar gamoirCeva sxva sunamoebisgan.
momxmareblebi brendebis erT nawils sistematurad yi-
duloben, meore nawilis mimarT ki loialurni arian. arse-
bobs brendebi, romlebic momxmarebelTa konkretul katego-
rias arasodes ar uyidia. realur cxovrebaSi xSiria Sem-
Txvevebi, roca momxmareblebi gasinjvis Semdeg uars amboben
ama Tu im konkretul brendze.
brendebis mimarT momxmareblebis gansxvavebuli damoki-
debulebis safuZveli produqtebis momxmareblebze gavlenis
gansxvavebuli donea, rac, Tavis mxriv, gansazRvravs brende-
bis cnobadobas.
process, romlis drosac produqti momxmareblisTvis
xdeba cnobadi Semdeg ki mimdinareobs muSaoba cnobado-
bis SesanarCuneblad da gasaRrmaveblad, uwodeben bren-
dings.
243
brendis cnobadobis miRweva pirvel rigSi gadasawyveti
amocanaa nebismieri kompaniisTvis axali saqonlis bazarze
gatanis dros. cnobadobis misaRwevad gamoiyeneba bevri saSu-
aleba, romelTa Soris unda gamoiyos reklama. masobriv mom-
xmarebels axal saqonels kompaniebi, Tavdapirvelad, swored
reklamiT acnoben. reklama did rols TamaSobs miRweuli
cnobadobis donis SenarCunebaSic-axsenebs momxmareblebs ba-
zarze produqtis arsebobas.
brendebis yidvis da gamoyenebis Semdeg momxmareblebs
uyalibdebaT ama Tu im brendis mimarT upiratesobis miniWe-
bis grZnoba. praqtikaSi arsebobs brendebi, romelTac upira-
tesobas momxmarebelTa didi nawili aniWebs da araviTar
SemTxvevaSi maT sxva brendebze ar gacvlis. am movlenas spe-
cialistebi brendis eqskluziurobas uwodeben. eqskluziu-
robis dros produqti Tavis momxmareblebSi monopoliur
mdgomareobas ikavebs. ra Tqma unda, nebismieri kompaniis sur-
vilia momxmareblebSi Tavisi produqtis eqskluziurobis
miRweva, magram brendis eqskluziurobas realurad kompania-
Ta mxolod mcire nawili aRwevs.
ganasxvaveben brendebis Semdeg saxeebs:
1) mwarmoeblis brendi;
2) kerZo brendi;
3) brendebis jgufi;
4) individualuri brendi.
amasTan, arsebobs kompaniebi, romlebic produqtebs yo-
velgvari dasaxelebis gareSe yidian da ar atareben raime
gansakuTrebul RonisZiebebs maTi cnobadobis misaRwevad.
aseT produqtebs “arasafirmos” uwodeben. arasafirmo saqo-
nelSi, rogorc wesi, Sedis kvebis produqtebi da saojaxo
saqoneli. arasafirmo saqoneli analogiur brend-dasaxelebis
mqone saqonelTan SedarebiT iafia. aSS-Si am kategoriis sa-
qoneli meoTxedi saukunis win iyideboda. arasafirmo saqon-
244
lis realizaciis moculoba ekonomikuri krizisis dros iz-
rdeba, ekonomikis aRmavlobis periodSi ki mcirdeba. Tumca
arseboben momxmareblebi, romlebic upiratesobas fasis gamo
arasafirmo saqonels aniWeben.
brends, romelic mwarmoeblis kuTvnilebaa, mwarmoeb-
lis brends uwodeben. mwarmoeblis brendebia, magaliTad,
Kodak,Tide da “nataxtari”.
brends, romelic ekuTvnis msxvil sabiTumo, an saca-
lo savaWro sawarmos, e.i iyideba maTi saxeliT, uwodeben
kerZo brendebs, an kerZo markebs. aseTia, magaliTad, Sears
da Wal-Mart.
brend-ojaxi urTierTdakavSirebuli produqtebis saer-
To brend-saxelwodebaa. brend-ojaxia Jonson&Jonson, rome-
lic erT jgufSi aerTianebs losionebs, saRebavebs, bavSvis
Sampunebs.
zogjer mwarmoeblebi momxmareblebs sTavazoben pro-
duqtebs damoukidebeli brendebis saxiT da ara kompaniis sa-
xelwodebiT, an kidev brend-ojaxis SemadgenlobaSi. aseT
brendebs individualurs uwodeben. maTi bazarze win waweva
dakavSirebulia did danaxarjebTan, radgan kompaniebi bazarze
win wasawevad yoveli maTganisTvis individualur marketin-
gul programebs amuSaveben.
rogorc bizens-praqtika uCvenebs, kompaniaTa mTavari ka-
pitali maTi reputaciaa. kargi reputacia, upirvelesad,
produqtis xarisxzea damokidebuli. produqtis maRali xa-
risxi aCqarebs brendis cnobadobis miRwevas da saSualebas
aZlevs kompaniebs konkurentebTan SedarebiT Zlier upirate-
sobas miaRwion. ase yalibdeba brendis kapitali.
brendis kapitalSi igulisxmeba is Rirebuleba, romel-
sac brend-dasaxeleba umatebs bazarze produqts.
cxadia, rac ufro maRalia brendis kapitalis sidide,
miT kargad iyideba produqti da myari da Zlieria kompaniis
245
finansuri mdgomareoba. didi kapitalis mqone brendebi advi-
lad iyideba. dReisTvis msoflioSi yvelaze aRiarebuli
brendia Coca-Cola. msoflioSi aRiarebul brendebSi Sedis,
agreTve, Microsoft, Disney, Mcdonalds, Sony, Mersedes da a.S.
Tu ra didi mniSvneloba aqvs brendis kapitals gayid-
vis dros kargad Cans Semdegi magaliTidan:
avtomobili Skoda did britaneTSi ar sargeblobda re-
putaciiT. mas sazogadoeba dabalxarisxian avtomanqanad miiC-
nevda. kompaniam, miznad isaxavda ra did britaneTSi avtoman-
qanis axali modelis Setanas, 1955 wels axal modelze mom-
xmarebelTa damokidebulebis gasarkvevad faruli da Ria
testireba Caatara. testirebis procesSi momxmarebelTa er-
Ti nawilisTvis cnobili iyo avtomanqanis axali modelis
mwarmoebeli sawarmo, meore nawilisTvis ki ara. momxmareb-
lebma, romelTaTvisac mwarmoebeli sawarmo cnobili ar iyo,
Skoda-s axal models gacilebiT ufro maRali Sefaseba mis-
ces im momxmareblebTan SedarebiT, romlebisTvisac mwarmoe-
beli sawarmo iyo cnobili.
9.4. sasaqonlo politikis damuSavebis mizani

da aucilebeli pirobebi
sasaqonlo politikaSi igulisxmeba sawarmos mier ga-

tarebuli gansazRvruli kursi, romelmac unda uzrun-
velyos sasaqonlo asortimentis formireba da marTva,
saqonlis SefuTva da markireba bazris moTxovnebis Se-
sabamisad, saqonlis konkurentunarianoba bazarze.
sasaqonlo politika iTvaliswinebs sawarmos intere-
sebs grZelvadian perspeqtivaSi da gamoricxavs SemTxveviTi
da mimdinare faqtorebis araxelsayrel zemoqmedebas sawar-
246
moo da saqonlis gasaRebis procesebze, moufiqrebeli gadaw-
yvetilebebis miRebas.
sasaqonlo politika sawarmoo da marketinguli po-
litikis Semadgeneli nawilia. misi damuSavebis da praqtika-
Si gatarebisaTvisTvis aucilebelia garkveuli pirobebis
dacva, kerZod, saWiroa sawarmos ZiriTadi miznisa da misgan
gamomdinare amocanebis arsSi safuZvlianad garkveva, sawar-
moo-gasaRebiTi strategiis damuSaveba, bazris ZiriTadi moT-
xovnebis Seswavla, mimdinare da potenciuri SesaZleblobe-
bis gamovlena.
sasaqonlo politikis ZiriTadi mizania bazris moTxov-
nis Sesabamisi saqonlis warmoeba da momgebian pirobebSi ga-
saReba. misi damuSavebis aucileblobas ganapirobebs materia-
luri, SromiTi (adamianiseuli) da finansuri resursebis mo-
bilizaciis procesis sirTule, momxmareblTa gemovnebis gan-
viTareba da cvalebadi sabazro situaciebi, saqonlis gayid-
vis Sedegebis ganusazRvreloba. mxolod sworad SemuSavebu-
li da Tanmimdevrulad ganxorcielebuli sasaqonlo poli-
tikis pirobebSia SesaZlebeli sawarmos saqmianobis efeqtia-
nad warmarTva.
sworad SemuSavebuli da gatarebuli sasaqonlo poli-
tikis pirobebSi SesaZlebelia Semdegi amocanebis gadawyveta:
1) saqonlis asortimentis optimizacia misi samom-
xmareblo niSan-Tviseebisa da warmoebis teqno-
logiis Taviseburebebis gaTvaliswinebis safuZ-
velze;
2) asortimentis ganaxleba saqonlis sasicocxlo
ciklis etapebis Sesabamisad;
3) swori Tanafardoba axali da tradiciuli sa-
qonlis warmoebis moculobebs Soris;
4) axali saqonlis bazarze gatanis droisa da ad-
gilis saukeTeso variantis SerCeva;
247
5) saqonlis droulad moxsna warmoebidan sasicoc-
xlo ciklis etapebze dakvirvebis Sedegebis mi-
xedviT.
sasaqonlo politikis amosavali cnebaa sasaqonlo
asortimenti, romelsac xSirad aigiveben sasaqonlo nomen-
klaturis cnebasTan da gulisxmoben konkretuli mewarmis
mier bazrisTvis SeTavazebuli yvela saxis saqonlis erTob-
liobas.
sasaqonlo asortimenti Sedgeba saqonlis sxvadasxva
saxisgan, romlebic, Tavis mxriv, iyofian asortimentul
jgufebad, asortimentul jgufebSi ki gamoyofen asortimen-
tul poziciebs. ase, magaliTad, fexsacmlis asortimenti mo-
icavs tyavis, Teqis, rezinis fexsacmels. TiToeul maTganSi
xarisxis, fasis da sxva niSan-Tvisebebis mixedviT gamoiyofa
asortimentuli jgufebi, romlebic Sedgeba sxvadasxva asor-
timentuli poziciisgan.
bevr sawarmoSi sasaqonlo asortimentis praqtikulad
Camoyalibebis process win uswrebs asortimentuli koncef-
ciis damuSaveba.
asortimentuli koncefcia sasaqonlo asortimentis op-
timaluri struqturis mizanmimarTuli CamoyalibebisTvis
saWiro Sexedulebebis sistemaa, romelic emyareba calkeuli
segmentebis moTxovnebs da sxvadasxva saxis resursis ufro
efeqtianad gamoyenebis aucileblobas warmoebis xarjebis
Semcirebis mizniT.
asortimentulma koncefciam unda uzrunvelyos warmoe-
bis orientacia im saqonelze, romelic mocemul pirobebSi
yvelaze metad Seesabameba momxmarebelTa moTxovnebs Tavisi
samomxmareblo TvisebebiT. igi xasiaTdeba Semdegi maCveneble-
biT: saqonlis saxeebisa da saxesxvaobebis raodenoba momxma-
rebelTa segmentebis mixedviT, asortimentis ganaxlebis six-
248
Sire, fasebis done mocemuli saqonlis sxvadasxva tipze da
maTi Tanafardoba, xarisxi da a.S.
asortimentuli koncefcia SeiZleba ganixilon rogorc
saqonlis warmoebisa da realizaciis programa, romelmac
unda uzrunvelyos drois gansazRvruli periodisTvis mom-
xmarebelTa moTxovnis moculobisa da struqturis Sesabami-
si saqonlis warmoeba saWiro RonisZiebebis SemuSavebis
gziT. warmoebuli saqonlis asortimentis miaxloeba momxma-
rebelTa moTxovnebTan damokidebulia mraval faqtorze, ker-
Zod, momxmarebelTa moTxovnebis gamovlenis xarisxze, mate-
rialuri da finansuri resursebis odenobaze, muSakTa pro-
fesionalizmze, kreditis miRebis SesaZleblobaze da a.S. aR-
niSnuli da kidev sxva saxis faqtorebis mxedvelobaSi miRe-
biT unda moxdes saqonlis warmoebis asortimentuli struq-
turis ganviTarebis tendenciebis prognozireba grZelvadian
perspeqtivaSi. am dros, bunebrivia, ar aris SesaZlebeli
konkretuli fasebis, saqonlis esTetikuri niSan-Tvisebebis,
zusti zomebis winaswar gansazRvra.
sawarmoSi sasaqonlo asortimentis saWiro moculobisa
da struqturis Seqmna SesaZlebelia mxolod misi dagegmvisa
da marTvis mecnierulad dasabuTebuli sistemis safuZvelze.
sasaqonlo asortimentis marTva da dagegmva rTuli proce-
sia, romelic marketingis ganuyofeli nawilia. sawarmos in-
teresebidan gamomdinare, igi mudmivad unda ganxorcieldes
momxmareblebisTvis sasurveli saqonlis saWiro odenobiT da
misTvis xelsayrel adgilze da xelsayrel dros miwodebis
mizniT. swored sasaqonlo asortimentis marTva da dagegmva
uzrunvelyofs sawarmoebSi im saqonlis damzadebas, romlis
warmoebac mas SeuZlia. maSasadame, marketingis koncefciis
praqtikuli realizacia xorcieldeba sasaqonlo asortimen-
tis marTvis da dagegmvis efeqtiani sistemis meSveobiT.
249
sasaqonlo asortimentis marTva gansxvavebuli xasiaTi-
saa calkeul sawarmoSi ara mxolod sxvadasxva, aramed erTi
da imave saxis saqonelzec. magram yvela SemTxvevaSi sasaqon-
lo asortimentis dagegmvisa da marTvis procesSi adgenen
saqonlis saxeebsa da saxesxvaobebs, iReben gadawyvetilebebs
ararentabeluri saqonlis warmoebis Sewyvetis da axali da
gaumjobesebuli saqonlis Seqmnis mizniT mecnieruli kvle-
vis gansaxorcieleblad, amtkiceben saqonlis warmoebis da
amisTvis saWiro finansuri resursebis gamoyofis gegmebs,
gansazRvraven Tanafardobas saqonlis masobrivi da individu-
aluri SekveTebiT warmoebis moculobebs Soris.
rogorc praqtikam uCvena, sawarmoTa umetesoba saqmia-
nobas iwyebs saqonlis viwro asortimentiT, romelic Tanda-
TanobiT farTovdeba momxmarebelTa moTxovnisa da sawarmos
strategiuli miznebis urTierTdakavSirebis safuZvelze.
9.5. saqonlis SefuTva da markireba
saqonlis SefuTviT mwarmoebeli da gamsaRebeli sawar-

moebi moxerxebul pirobebs uqmnian myidvelebs saqonlis Se-
Zenis procesSi, rac aCqarebs realizacias. am TvalsazrisiT
SefuTva ganixileba rogorc saqonlis gasaRebis stimulire-
bis saSualeba.
bazarze gasayidad gamotanili bevri saqonlis SefuTva
aucilebelia, radgan amis gareSe misi momxmareblisTvis mi-
wodeba ver moxerxdeba. amasTan, saqonlis erTi nawilis ga-
saRebis procesSi SefuTva arsebiT rols ar asrulebs. ase,
magaliTad, kosmetikuri nawarmisTvis SefuTva metad mniSvne-
lovania, iafasiani saojaxo saqonlisTvis ki is umniSvnelo
rols asrulebs. SefuTva Zalian mniSvnelovania higienuri
TvalsazrisiTac. es, pirvel rigSi, exeba kvebis produqtebs,
250
romlebic garecxvis gareSe moixmareba (pur-funTuSeuli, ma-
karonis nawarmi....).
SefuTvaSi igulisxmeba saqonlis saTavsi an garsi,
romlis ZiriTadi daniSnuleba gafuWebisa da daziane-
bisgan saqonlis dacvaa, magram SefuTvis daniSnulebis
mxolod maTze dayvana araviTar SemTxevaSi ar SeiZleba.
amasTan, SefuTva mowodebulia:
1) uzrunvelyos saqonlis racionaluri partiis
Seqmna transportirebis, datvirTvisa da gad-
motvirTvis procesis gaiolebisTvis;
2) misces SesaZlebloba Sesabamisi profilis sa-
warmoebs saqonlis racionaluri odenobiT Se-
naxvisTvis;
3) iyos reklamis mniSvnelovani wyaro.
ukanasknel periodSi SefuTvas ganixilaven rogorc
marketingis erT-erT mniSvnelovan saSualebas. kargad Sefu-
Tuli saqoneli xelsayrelia aramarto momxmareblisTvis,
aramed mwarmoeblisTvisac, radgan is saqonlis gasaRebis
stimulirebis damatebiTi saSualebaa.
SefuTvas mravalsaukunovani istoria aqvs. jer kidev
pirvelyofili adamianebi iyenebdnen veluri xil-kenkris tyi-
dan gamoqvabulebSi gadasatanad cxovelTa tyavebsa da mcena-
reebisgan dawnul kalaTebs. arqeologiuri gaTxrebis Sede-
gad mecnierebis mier aRmoCenilia Tixis sxvadasxva moculo-
bis WurWeli, romelSic uZvelesi adamianebi sxvadasxva saxis
siTxesa da marcvleuls inaxavdnen. Zvelma egviptelebma siT-
xis Sesanaxad pirvelad gamoiyenes Tixis WurWeli. Sua sau-
kuneebSi SesafuT masalad gamoiyeneboda tyavi, qsovili, xis
masala, qva, keramika, mina. mravali saukunis ganmavlobaSi sa-
fuTavis daniSnuleba iyo saqonlis Senaxva da transporti-
reba.
251
specialistebis azriT, SefuTva asrulebs sam ZiriTad
funqcias. pirvel rigSi, is produqts dazianebis, gafuWebisa
da gaflangva- datacebisgan icavs. meore, SefuTva momxmareb-
lisTvis megzuria saqonlis gacnobis da SeZenis gzaze. mesa-
me, SefuTva, icavs ra produqts garegani faqtorebis ara-
xelsayreli zemoqmedebisgan da amis Sesabamisad gafuWebisgan,
xels uwyobs saqmianobis ufro efeqtianad ganxorcielebas.
zogjer produqtis SemadgenlobaSi raimes Secvla Za-
lian saSiSia janmrTelobisTvis, rac bevr sawarmos safuTa-
vis konstruqciis da masalis gaumjobesebisken ubiZgebs. ase,
magaliTad, zogierTi wamlis SemadgenlobaSi araxelsayrelma
Carevam SeiZleba pacientis sikvdilic ki gamoiwvios. amis
Tavidan acilebaSi didi rolis Sesruleba swored safuTavs
SeuZlia.
dReisTvis ganviTarebul qveynebSi saqonlis SefuTvis
sazRvrebi mkveTrad gafarTovda. amis mizezi uamravia, magram
maT Soris unda gamoiyos Semdegi: TviTmomsaxurebis meTodiT
saqonlis gayidvis gafarToeba, momxmarebelTa ekonomiuri Se-
saZleblobebis zrda, firmis da sasaqonlo markis imiji.
TviTmomsaxurebis meTodiT saqonlis gayidvis dros
produqtis Sesaxeb informacias gamyidvelis nacvlad myid-
vels safuTavze gakeTebuli warwerebi awvdis. warweris Si-
naarsma unda daarwmunos myidveli saqonlis dadebiT Tvise-
bebSi da aRuZras mas misi SeZenis survili. cxovrebis donis
amaRlebasTan erTad izrdeba momxmarebelTa moTxovnebi sa-
qonlis SefuTvis xarisxze. ekonomiuri SesaZlebloba saSua-
lebas aZlevs momxmareblebs meti yuradReba dauTmon safu-
Tavis garegnul saxes, saimedoobasa da prestiJulobas. Se-
fuTvis procesis srulyofas da gafarToebas xels uwyobs
is faqtoric, rom bevr firmas Tavisi da saqonlis imijis
Seqmnisa da popularizaciis erT-erT mniSvnelovan saSuale-
bad swored SefuTva miaCnia. SefuTvam saxelwodebasTan er-
252
Tad unda gaaZlieros saqonlis imiji. kargia, roca momxma-
reblebi SefuTvis mixedviT uceb cnoben ama Tu im firmis
saqonels. ase, magaliTad, firmis myidvelebisTvis kargadaa
cnobili firma Kodak-is yviTeli feris yuTebi. zogierTi
firma SefuTvis dapatentebasac ki axdens, riTac mas icavs
konkurenti firmebisgan. amas gansakuTrebuli mniSvneloba
eniWeba maSin, roca SefuTvis dizaini arsebiT rols asru-
lebs saqonelze momxmareblTa Sexedulebebis CamoyalibebaSi.
SefuTvas gaaCnia siaxlis danergvis didi SesaZleblobebi.
siaxle uzrunvelyofs saqonlis Senaxvis vadis gadidebas da
amis Sesabamisad mwarmoebelTa reputaciis amaRlebas.
saqonlis SefuTvaSi ZiriTadia tara. praqtikaSi erTma-
neTisgan ganasxvaveben Sinagan da garegan taras. Sinagani ta-
ra saqonlis uSualo saTavsia. magaliTad, spirtiani sasme-
lebis, mineraluri wylebis, sunamoebis uSualo saTavsi
boTlebia. zogierT saqonelze Sinagani tara dazianebisgan
dacvis mizniT Tavsdeba safuTavis meore fenaSi, romelic ga-
moyenebis procesSi moscildeba saqonels. safuTavis meore
fena garegani taraa. mas miekuTvneba agreTve satransporto
tara, romlis mizanic SefuTuli saqonlis dacva da tran-
sportirebis procesSi moxerxebuli pirobebis Seqmnaa.
saqonlis SefuTvis problemis saTanado doneze gadaw-
yvetisTvis, pirvel rigSi, aucilebelia SefuTvis koncefci-
is damuSaveba. SefuTvis koncefcia ganixileba, rogorc Se-
fuTvaze SexedulebaTa sistema, romelic gansazRvravs Se-
fuTvis saxes da mis rols konkretuli saqonlis momxmareb-
lamde dayvanis procesSi. koncefciaSi unda Camoyalibdes Se-
fuTvis ZiriTadi daniSnuleba, romlis mixedviTac ganisaz-
Rvreba SefuTvis forma, zomebi, masala, feri da sxva maCve-
neblebi. amis Semdeg xdeba SefuTvaSi siaxlis gamocda, rac
xorcieldeba ramdenime etapad: teqnikurma gamocdam unda da-
adasturos, rom tara pasuxobs normaluri eqsploataciis
253
moTxovnebs; taris garegnuli saxis gamocda iTvaliswinebs
masze gakeTebuli warweris da ferTa Sexamebis xarisxis
dadgenas; mowmdeba momxmarebelTa mier axali taris mimarT
damokidebulebac. gamocdam unda daamtkicos, rom momxmare-
belze siaxle dadebiTad moqmedebs.
saqonlis SefuTvasTan uSualod aris dakavSirebuli
markireba, romelic xorcieldeba etiketis, iarliyis saSua-
lebiT. ganviTarebul qveynebSi farTod gamoiyeneba agreTve
markireba Strixuli kodebis meSveobiT. etikets SeiZleba
hqondes saqonelze mimagrebuli ubralo saWdis saxe an war-
moadgendes erTian grafikul kompozicias, romelic SefuT-
vis ganuyofeli nawilia. etiketze zogjer mocemulia mxo-
lod samarko saxelwodeba, zogjer ki vrceli informacia
saqonelze. aris SemTxvevebi, roca saqonlis gamyidveli ar-
Cevs mokle, martiv etikets, magram kanoni moiTxovs damate-
biTi informaciis ganTavsebas masze.
Tanamedrove kompiuterizaciis pirobebSi ganviTarebul
qveynebSi didi mniSvneloba eniWeba Strixul kodirebas. da-
savleTis qveynebSi vaWroba praqtikulad emyareba Strixul
kodebs. maT gareSe savaWro sawarmoebi ar iReben saqonels
mwarmoeblidan an Tu iReben 30-40-%-iT an zogjer ufro
meti fasdaklebiTac.
etiketma unda Seasrulos ramdenime funqcia, romel-
Tac SearCevs TviTon saqonlis gamyidveli. etiketis meSveo-
biT SesaZlebelia saqonlis an markis identifikacia, xaris-
xis miTiTeba, saqonlis mokle daxasiaTeba warmoebis adgi-
lis da drois, gamoyenebis wesis da teqnikuri usafrTxoebis
pirobebis miTiTebiT, saqonlis propaganda mimzidveli grafi-
kuli gamosaxulebis meSveobiT.
etikets waeyeneba mTeli rigi moTxovnebi, romelTa
dacva savaldebuloa bevr qveyanaSi da eqvemdebareba samar-
Tlebriv regulirebas. es moTxovnebia: sazogadoebisTvis sa-
254
qonelze swori informaciis miwodeba, saqonlis Semadgeneli
komponentebis srulad miTiTeba, saqonlis gamoyenebis pro-
cesSi teqnikuri usafrTxoebis wesebis srulyofilad CamoT-
vla da sxva.
saqonlis SefuTva da markireba SeiZleba ganvixiloT
rogorc bazarze mwarmoeblis da gamyidvelis “savizito ba-
raTi”, romlis meSveobiTac myidveli amyarebs kontaqts sa-
qonelTan. isini imavdroulad warmoadgenen reklamis mZlavr
instruments, romelic uzrunvelyofs moTxovnis Camoyalibe-
bas da gasaRebis stimulirebas. aRniSnulidan gamomdinare
aucilebelia maTi sistematuri srulyofa, rac, jer erTi,
daaCqarebs saqonlis realizaciis process da, meore, Tavidan
aacilebs sawarmos mza produqciis danakargebs.
9.6. saqonlis konkurentunarianoba da

misi ganmsazRvreli maCveneblebi
konkurencia bazarze aiZulebs saqonlis mwarmoeblebs

da gamsaReblebs mudmivad izrunon arsebuli saqonlis gaum-
jobesebasa da axali saqonlis Seqmnaze. es problema mwvavde-
ba bazris saqonliT gajerebis pirobebSi. bazari saqonlis
saxmari da sacvleli Rirebulebis Semfasebelia. Sefasebis
Sedegebzea damokidebuli saqonlis gayidvis maCveneblebi.
cxadia, Tu bazris didma nawilma dadebiTad Seafasa saqon-
lis niSan-Tvisebebi, misi gayidva da mogebis miReba mwarmoeb-
lebsa da gamsaReblebs garantirebuli aqvT. faqtiurad baza-
ri amowmebs saqonels sazogadoebrivi moTxovnilebebis dakma-
yofilebis TvalsazrisiT. amasTan, sxvadasxva bazarze erTi
da imave produqtis mier mosaxleobis moTxovnilebebis dak-
mayofilebis done gansxvavebulia.
bazarze saqonlis warmatebis mTavari faqtori misi
konkurentunarianobaa. igi uCvenebs konkurentebTan SedarebiT
255
saqonlis Sesabamisobis maRal dones bazris moTxovnebTan xa-
risxobrivi, teqnikuri, ekonomiuri da sxva maCveneblebis mi-
xedviT.
konkurentunarianoba gulisxmobs saqonlis im niSan-
Tvisebebis erTobliobas, romelebic gansazRvraven ba-
zarze mis warmatebas da upiratesobas masTan konkuren-
ciaSi myof analogiur saqonelTan SedarebiT.
saqonlis konkurentunarianobis ZiriTadi maCvenebelia
xarisxi. masSi igulisxmeba im niSan-Tvisebebis erToblioba,
romelebic gansazRvraven saqonlis mier momxmareblebis moT-
xovnilebebis dakmayofilebis unars. rogorc wesi, momxmareb-
lebs ainteresebT saqonlis is niSan-Tvisebebi, romlebic da-
akmayofileben maT moTxovnilebebs. swored sasargeblo ni-
San-Tvisebebis erToblioba gadaaqcevs produqts moxmarebis
sagnad.
saqonlis xarisxma ganviTarebis mravalsaukunovani gza
ganvlo. igi viTardeboda sazogadoebrivi moTxovnilebebis
ganviTarebisa da warmoebis mier maTi dakmayofilebis SesaZ-
leblobebis paralelurad. amdenad, erTi da imave saxis sa-
qonelze sxvadasxva epoqaSi xarisxis cnebis Sinaarsobrivi
datvirTva gansxvavebuli iyo.
xarisxs da konkurentunarianobas xSirad erTmaneTTan
aigiveben, rac arasworia. maTi SedarebiTi daxasiaTebidan
(ix.cxrili 9. 3) Cans, rom:L
1) konkurentunarianoba xarisxisgan gansxvavebiT mxo-
lod sabazro ekonomikisTvis damaxasiaTebeli katego-
riaa.
cxrili 9.3.
saqonlis xarisxisa da konkurentunarianobis Seda-

rebiTi daxasiaTeba
256
xarisxi konkurentunarianoba
mudmivi kategoriaa axasiaTebs upiratesad sabazro eko-
nomikas
saqonlis naklebad dinamikuri da xarisxTan SedarebiT ufro dinami-
cvalebadi maCvenebelia kuri da cvalebadia
ganisazRvreba specialuri organiza- dgindeba bazarze

ciebis mier dadgenil standarteb-
Tan saqonlis niSan-Tvisebebis Seda-
rebis gziT
fasis sididis ganmsazRvrelia damokidebulia fasze
dgindeba saqonlis ZiriTadi niSan- ganisazRvreba saqonlis im niSan-
Tvisebebis safuZvelze TvisebebiT, romlebic mocemul mo-
mentSi yvelaze mniSvnelovania mom-
xmareblisTvis
2) konkurentunarianoba xarisxTan SedarebiT ufro dina-
mikuri da cvalebadi bunebisaa. erTi da imave xaris-
xis saqoneli erTi da imave bazarze sxvadasxva dros
gansxvavebuli konkurentunarianobiT xasiaTdeba. amas-
Tan, erTi da imave xarisxis saqoneli sxvadasxva ba-
zarze zogjer gansxvavebuli konkurentunarianobiT
xasiaTdeba. arsebobs gamonaklisebic. zogierT bazarze
dabalxarisxiani saqoneli maRalxarisxian saqonelTan
SedarebiT ufro kargad iyideba.
3) gansxvavebulia xarisxisa da konkurentunarianobis
doneebis gansazRvris meqanizmi. xarisxi dgindeba er-
Tgvarovani produqtebis niSan-Tvisebebis specialuri
organizaciebis mier winaswar dadgenil standarteb-
Tan Sedarebis gziT. rac Seexeba konkurentunariano-
bas, misi gansazRvris mizniT konkurenti produqtebis
niSan-Tvisebebi Seudardeba momxmarebelTa moTxovni-
lebebs, Semdeg ki erTmaneTs. zogjer erTmaneTs ara-
erTgvarovan saqonelsac upirispireben, Tu isini erTi
da imave moTxovnilebebs akmayofileben.
257
4) gansxvavebulia xarisxisa da konkurentunarianobis
fasis mimarT damokidebulebac. xarisxi gadamwyvet
rols asrulebs fasebis dawesebis procesSi. xaris-
xis gazrda iwvevs fasebis gazrdas, rac ganpirobebu-
lia danaxarjebis gazrdiT, Semcireba ki, piriqiT,
Semcirebas. sapirispiro damokidebulebaa konkurentu-
narianobasa da fasebs Soris. faszea bevrad damokide-
buli saqonlis konkurentunarianoba bazarze. fasis
gazrdiT saqonlis gayidvis moculoba mcirdeba, fa-
sis Semcirebis dros ki izrdeba. fasis meSveobiT Se-
iZleba konkurentunarianobis amaRleba an Semcireba.
amrigad, xarisxisa da fasis damokidebulebaSi gadam-
wyveti xarisxia, xolo fasisa da konkurentunariano-
bis damokidebulebaSi fasi.
xarisxi ganisazRvreba saqonlis im niSan-TvisebebiT,
romelTac eyrdnoba misi ZiriTadi sargeblianoba. rac Seexe-
ba konkurentunarianobas, misi safuZvelia saqonlis is niSan-
Tvisebebi, romlebic konkretul bazrebze drois gansaz-
Rvrul monakveTSi momxmareblisTvis mniSvnelovania. ekonomi-
uri gaWirvebis dros momxmarebeli arsebiT mniSvnelobas
aniWebs fass, sagarantio vadas, saqonlis Secvlis uflebas
da gamoyenebis xangrZlivobas. saqonlis xarisxi, prestiJu-
loba, moduroba, unikaluroba, siaxlis done, SefuTva da
zogierTi sxva maCvenebeli misTvis naklebad mniSvnelovania
an SeiZleba isini momxmarebelma saerTodac ar miiRos. mo-
saxleobis gaRatakebuli fenebisTvis mTavari gadarCenaa, ra-
sac ar sWirdeba moduri da prestiJuli saqoneli.
saqonlis konkurentunarianobis maCveneblebs miekuTvne-
ba, agreTve, teqnikuri, ergonomikuri, esTetikuri da norma-
tiuli maCveneblebi.
saqonlis konkurentunarianobis teqnikuri maCveneblebi
asaxaven mis funqciur daniSnulebas. es maCveneblebi gansxva-
258
vebulia saqonlis saxeebis mixedviT. ase, magaliTad, satvir-
To transportis funqciuri daniSnuleba erTi gadazidvis
dros gadatanili tvirTis moculobiT ganisazRvreba, xolo
Carxisa drois garkveul periodSi warmoebuli produqciis
raodenobiT.
ergonomikuri maCveneblebi uCveneben produqciis Sesaba-
misobas adamianis organizmis moTxovnebTan. bazarze gamotani-
li kvebis produqtebi unda Seicavdes adamianis organizmis-
Tvis saWiro cilebs, cximebs, naxSirwylebs da vitaminebs.
mwarmoeblebma unda daicvan kvebis produqtebis Senaxvis va-
da. isini unda iyos ekologiurad sufTa. mxolod aseT Sem-
TxvevaSi iyidis mas momxmarebeli.
esTetikuri maCveneblebi produqtis garegnul saxes
axasiaTeben. isini xels uwyoben momxmareblis mier saqonlis
dadebiTad aRqmis process. esTetikuri maCveneblebia: forma,
gamomxatveloba ferebiT, damuSavebis xarisxi. formis aRqma
damokidebulia momxmareblis individualur gemovnebaze, tra-
diciebsa da arsebul garemoze. feric did gavlenas axdens
saqonlis aRqmis procesze adamianis fsiqikaze zemoqmedebis
gziT. ferebis unars daawynaros an aRagznos adamiani kargad
iyeneben biznesmenebi saqonlis realizaciis procesSi.
normatiuli maCveneblebi asaxaven produqciis im ni-
San-Tvisebebs, romelebic daculia mocemul bazarze saval-
debulo normebiT, standartebiT, kanonmdeblobiT. sxvadasxva
qveyanaSi erTi da imave saqonlis niSan-Tvisebebs gansxvave-
bul moTxovnebs uyeneben, rac aucileblad unda gaiTvalis-
winon sawarmoebma saerTaSoriso doneze gasvlisas.
saqonlis konkurentunarianobis ekonomikuri maCveneble-
bi axasiaTeben momxmareblis mier saqonlis yidvasa da gamo-
yenebaze gaweul xarjebs, romlebic saqonlis yidvis da mox-
marebis fasiT gamoixateba. saqonlis fasi xarisxTan erTd
xSirad gadamwyvet rols asrulebs konkurentunarianobis
259
Sefasebisas. moxmarebis fass gansakuTrebiT didi mniSvneloba
eniWeba teqnikurad rTul saqonelze, romlis gamoyenebis
xarjebi aRemateba yidvis xarjebs. mosaxleobis farTo fene-
bi yiduloben upiratesad im saqonels, romlis moxmarebis
fasic minimaluria.
xarisxisa da konkurentunarianobis sakiTxs gadamwyveti
mniSvneloba eniWeba marketingis strategiaSi. amis mizezi
saqmianobis momxmarebelTa interesebis Sesabamisad warmar-
Tvaa, rac, pirvel rigSi, xarisxiani da konkurentunariani
saqonlis warmoebas gulisxmobs.
konkurentunariani saqonlis warmoeba mWidrod ukav-
Sirdeba saqonlis ganaxlebis process. konkurentuli upira-
tesobis momtani axali saqoneli warmoSobs axal moTxovni-
lebebs da misi warmoebis gafarToebis safuZveli xdeba.
IX TavSi gamoyenebuli marketinguli terminebi
saqoneli
saqonlis done
saqoneli Canafiqris mixedviT
saqoneli realurad
saqoneli gamagrebiT
samomxmareblo saqoneli
biznessaqoneli
xangrZlivi moxmarebis saqoneli
moklevadiani moxmarebis saqoneli
yoveldRiuri moTxovnis saqoneli
winaswar SesarCevi saqoneli
gansakuTrebuli moTxovnis saqoneli
pasiuri moTxovnis saqoneli
masalebi da detalebi
260
kapitaluri qoneba
damxmare masalebi da momsaxureba
biznesmomsaxureba
sasaqonlo niSani
sasaqonlo marka
samarko saxelwodeba
samarko niSani
individualuri samarko saxelwodeba
erTiani samarko saxelwodeba
koleqtiuri samarko saxelwodeba
safirmo stili
logotipi
safirmo bloki
brendi
brendingi
mwarmoeblis brendi
kerZo brendi
brend-ojaxi
individualuri brendi
arasafirmo saqoneli
brendis kapitali
saqonlis SefuTva
markireba
etiketi
sasaqonlo politika
sasaqonlo asortimenti
sasaqonlo nomenklatura
asortimentuli koncefcia
saqonlis konkurentunarianoba
reziume
261
saqoneli marketingis kompleqsis ZiriTadi elementia,
romlis arsSi safuZvlianad garkvevazea damokidebuli efeq-
tiani marketingis strategiis SerCeva. saqonelSi gamoyofen
sam dones: saqonlis Canafiqri, realuri saqoneli da saqone-
li gamagrebiT. saqonlis Canafiqri aris ZiriTadi done, ro-
melic gulisxmobs saqonlisgan misaReb ZiriTad sargebels.
bazrisTvis gasayidad SeTavazebuli saqoneli niSan-Tvisebebis
gansazRvruli nakrebiT realuri saqonelia. bazarze gasayi-
dad gamotanil saqonelTan erTad momxmarebels xSirad
sTavazoben sxvadasxva saxis momsaxurebas, riTac momxmare-
bels SesaZlebloba eZleva iyidos saqoneli gamagrebiT.
saqonlis arsSi gasarkvevad aucilebelia misi swori
klasifikacia. saqonlis klasifikacia xorcieldeba sxvadas-
xva niSnis mixedviT. daniSnulebis mixedviT saqonlis mTlia-
ni masa iyofa samomxmareblo da sawarmoo daniSnulebis anu
biznessaqonlad. moxmarebis xangrZlivobis mixedviT rogorc
sawarmoo, ise samomxmareblo daniSnulebis saqonelSi gamo-
yofen xangrZlivi moxmarebis saqonels, moklevadiani moxma-
rebis saqonels da momsaxurebas. samomxmareblo saqonels
moTxovnis xasiaTis mixedviT yofen oTx jgufad: yoveldRi-
uri moTxovnis saqoneli, winaswar SesarCevi saqoneli, gansa-
kuTrebuli moTxovnis saqoneli, pasiuri moTxovnis saqone-
li. biznessaqoneli iyofa sam jgufad: ZiriTadi masalebi da
detalebi, kapitaluri qoneba, damxmare masalebi da momsaxu-
reba.
saqonlis marketingul strategiaSi mniSvnelovani adgi-
li ukavia sasaqonlo markis miniWebis praqtikas. sasaqonlo
marka an ubralod, marka (brendi) arsebobs saxelis, termi-
nis, niSnis, simbolos, naxatis, asoebis, ricxvebis an maTi
sxvadasxva kombinaciis saxiT. ganasxvaveben brendebis Semdeg
saxeebs: mwarmoeblis brendi, kerZo brendi, brendebis jgufi,
262
individualuri brendi. amasTan, arsebobs kompaniebi, romle-
bic produqtebs yovelgvari dasaxelebis gareSe yidian da ar
atareben raime gansakuTrebul RonisZiebebs maTi cnobadobis
misaRwevad. aseT produqtebs “arasafirmos” uwodeben. isini
safirmo produqtebze bevrad ufro iafad iyideba, rac bevri
momxmareblis interesebSi Sedis.
brendebis momxmareblebze gavlenis done gansazRvravs
maT cnobadobas. process, romlis drosac produqti momxma-
reblisTvis xdeba cnobadi, Semdeg ki mimdinareobs muSaoba
cnobadobis SesanarCuneblad da gasaRrmaveblad, uwodeben
brendings. brendis cnobadobis donis gazrdis safuZvelze
iqmneba brendis kapitali. masSi igulisxmeba is Rirebuleba,
romelsac brend-dasaxeleba umatebs produqts bazarze. rac
ufro maRalia brendis kapitalis sidide, miT ukeTesad iyi-
deba produqti.
xSirad sawarmoebi awarmoeben da yidian ara erT aramed
mravali saxis saqonels, romelic qmnis mis sasaqonlo asor-
timents. sasaqonlo asortimenti sasaqonlo politikis amo-
savali cnebaa. sasaqonlo politikaSi igulisxmeba sasaqonlo
asortimentis formireba da marTva, saqonlis SefuTva da
markireba, saqonlis konkurentunarianobis uzrunvelyofa ba-
zarze. sworad gansazRvruli da realizebuli sasaqonlo
politikis pirobebSi iqmneba da bazars miewodeba momxmareb-
lis moTxovnis Sesabamisi saqonlis saxeebi da saxesxvaobebi,
romelTa SefuTvis da markirebis done pasuxobs bazris moT-
xovnebs. amasTan uzrunvelyofilia saqonlis konkurentuna-
rianoba bazarze.
saqonlis konkurentunarianoba gulisxmobs saqonlis im
niSan-Tvisebebis erTobliobas, romelebic gansazRvraven ba-
zarze mis warmatebas da upiratesobas masTan konkurenciaSi
myof analogiur saqonelTan SedarebiT. saqonlis konkuren-
tunarianobis ZiriTadi maCveneblebia xarisxi da fasi. saqon-
263
lis konkurentunarianoba damokidebulia, agreTve, teqnikur,
ergonomikur, esTetikur da normatiul maCveneblebze.
264
Tavi 10. axali saqoneli
marketingis sistemaSi
X Tavis swavlebis miznebi
mocemuli Tavis SeswavliT Tqven SeZlebT:

1) axali saqonlis ganmartebas da misi Seqmnis aucileb-
lobis gacnobierebas sawarmos konkurentunarianobis
uzrunvelyofaSi;
2) CamoayalibebT da daaxasiaTebT axali saqonlis Seq-
mnis etapebs;
3) daaxasiaTebT momxmareblis mier axali saqonlis aRia-
rebis process;
4) ganixilavT saqonlis sasicocxlo ciklis etapebs da
daaxasiaTebT marketingul saqmianobas maT mixedviT.
10. 1. axali saqonlis arsi da Seqmnis aucilebloba
momxmarebelTa gemovnebis da warmoebis teqnologiis

swrafi cvlileba da konkurencia bazarze aiZulebs sawarmo-
ebs mudmivad izrunon saqonlis asortimentis ganaxlebasa da
axali saqonlis bazrisTvis miwodebaze. rogorc wesi, mom-
xmareblebi miiswrafian axali da gaumjobesebuli saqonlis
yidvisken, konkurentebi ki cdiloben momxmarebelTa moTxov-
nilebebi daakmayofilon sxvebze ukeTesad. amasTan, xSiria
SemTxveva, roca msoflioSi cnobili firmebis bazarze gamo-
tanil axal saqonelsac ki momxmarebeli ar aRiarebs. axali
saqonlis bazarze marcxis erT-erTi yvelaze cnobili maga-
liTia kompania Ford-is avtomobili Edscl-is warumateblo-
ba. aman, specialistebis SefasebiT, kompania daaxloebiT 350
mln dolariT azarala. zaraliani iyo kompania Coca-Cola-s
mcdelobac daenerga bazarze sasmeli New Coke. marcxi gani-
265
cada kompania McDonald’s-mac sendviC Arch Deluxe-s bazarze
gamotanisas.
axali saqonlis Seqmna rTuli da sariskoa, magram Tu
am procesma warmatebiT Caiara, sawarmoebs axali bazrebis
aTvisebis da konkurentul brZolaSi upiratesobis mopovebis
didi Sansi eZlevaT. aSS-Si Catarebulma erT-erTma gamokvle-
vam aCvena, rom samomxmareblo saqonlis bazarze gamotanili
axali nimuSebis 40% ver aRwevs warmatebas. sawarmoo da-
niSnulebis saqonlis bazarze es maCvenebeli bevrad ufro
naklebia da Seadgens 20%-s, xolo momsaxurebis bazarze ki
18%-is tolia.
bazarze axali saqonlis marcxis ZiriTadi mizezia mar-
ketinguli gamokvlevebis rolis Seufasebloba. marcxis mi-
zezi xdeba bazris tevadobis gadaWarbebuli Sefaseba, zog-
jer ki araswori sareklamo mimarTva, arasworad Catarebuli
sareklamo kampania, maRali fasi, konkurentebis Zlieri sapa-
suxo nabiji da sxva.
axali saqonlis warmoeba gansakuTrebiT mniSvnelovania
bazris saqonliT gajerebisa da konkurenciuli brZolis gam-
wvavebis pirobebSi.
maSasadame, axali saqonlis warmoeba sarisko, magram
obieqturad aucilebeli procesia, romelsac sawarmosTvis
Zalian didi mogebis motana SeuZlia.
axali saqonlis cnebis Sinaarsis gageba dReisTvis, ro-
gorc mecnierTa wreSi, ise praqtikaSi gansxvavebulia. erT-
erTi mosazrebis mixedviT, yoveli axlad warmoebuli nawar-
mi axali saqonelia. e.i. am mosazrebis momxreebi saqonlis
siaxlis gansazRvras safuZvlad udeben gamoSvebis dros.
sxva mosazrebis mixedviT, axal saqonlad iTvleba nawarmi,
romelic principulad axal moTxovnilebebs akmayofilebs.
zogierTis azriT, saqonlis siaxles gansazRvravs warmoebis
teqnologia, sxvebis SexedulebiT ki gamoyenebis sfero. ase-
266
Ti midgomiT axlad iTvleba saqoneli, Tu Seicvala warmoe-
bis teqnologia an saqonlis gamoyeneba daiwyes axal sfero-
ebSi.
f. kotleris SexedulebiT axali saqoneli aris origi-
naluri nakeToba, romelic arsebuli saqonlis gaumjobesebu-
li varianti an modifikacia, agreTve, sruliad axali markaa.
axali saqonlis warmoeba SeiZleba ganxorcieldes
ori gziT: mocemuli sawarmos mier sxva sawarmos, patentis
an licenziis SesyidviT; saqonlis sruliad axali markis an
arsebuli saqonlis gaumjobesebuli variantis damoukideb-
lad SeqmniT. maSasadame, axali saqonlis Seqmna SesaZlebelia
arsebuli saqonlis modifikaciiT da inovaciiT. modifikacia,
Tavis mxriv, SeiZleba ganxorcieldes bazris moTxovnebis Se-
sabamisad saqonlis parametrebis SecvliT, rasac variacias
uwodeben. inovacia gulisxmobs axali saqonlis Seqmnas. SeiZ-
leba damzaddes rogorc sruliad axali saqoneli, ise saqo-
neli, romelic axali iqneba mxolod mocemuli konkretuli
sawarmosTvis.
axali saqonlis Seqmna sawarmoebisTvis xelsayrelia
Semdegi ekonomikuri mizezebis gamo:
1) axali saqonlis Seqmna dakavSirebulia warmoe-
bis procesis srulyofasTan, rac, Tavis mxriv,
ganapirobebs nedleulisa da adamianiseuli re-
sursebis ufro racionalur gamoyenebas;
2) axali da momxmareblisTvis misaRebi saqonlis
warmoebiT myardeba bazarze sawarmos pozicia,
maRldeba misi wili, amis Sesabamisad ki izrdeba
Semosavlebi;
3) axali saqonlis warmoebiT SesaZlebeli xdeba
sawarmos gamouyenebeli simZlavreebis amoqmede-
ba;
267
4) axali saqonlis warmoeba xels uwyobs sawar-
moSi arsebuli samuSao adgilebis SenarCunebas
an maTi raodenobis gazrdas.
axali saqoneli nebismieri saxis biznesis safuZvelia.
amitom saWiroa sawarmoebma saTanado yuradReba dauTmon
axali saqonlis Seqmnis strategiebis gansazRvras.
axali saqonlis Seqmnis strategiis damuSavebis dros
sawarmoebi mraval faqtors iTvaliswineben, magram, pirvel
rigSi, mxedvelobaSi iReben saqonlis pozicias bazarze da
arsebuli bazris gafarToebis SesaZleblobebs. specialiste-
bi gamoyofen axali produqtis damuSavebis Semdeg alterna-
tiul strategiebs:
1) bazarSi Rrmad SeRwevis strategia;
2) bazris gafarToebis strategia;
3) produqtis ganviTarebis strategia;
4) produqtis diversifikaciis strategia.
bazarSi Rrmad SeRwevis strategiis mizania arsebuli
bazrebis mTlianad aTviseba, rac, Tavis mxriv, emyareba pro-
duqciis garkveulwilad Secvlas, misi xarisxis gaumjobese-
bas, bazarze win wawevis axali gzebisa da saSualebebis ga-
moZebnas da gamoyenebas. am strategiis realizaciaSi did
rols momxmarebelTa ufro ukeTesad informireba asrulebs.
bazris gafarToebis strategia gulisxmobs arsebuli
saqonlis sarealizaciod axali bazrebis gamoZebnas.
produqciis ganviTarebis strategia uSualod ukavSir-
deba sawarmoSi dasaqmebuli adamianebis SemoqmedebiT unars-
ganaviTaron saqoneli momxmarebelTa moTxovnilebebze day-
rdnobiT da miawodon axali saqoneli tradiciul an sru-
liad axal bazrebs. axali saqonlis tradiciul bazrebze
gatana miznad isaxavs sawarmos poziciis Semdgom ganmtkice-
bas, rasac Sedegad moyveba bazris wilis da, amis Sesabami-
sad, miRebuli mogebis moculobis gadideba. ase, magaliTad,
268
firma “yazbegma” Tavisi poziciebi bazarze kidev ufro gaim-
yara limonaTis SeqmniT da momxmareblisTvis miwodebiT.
produqciis diversifikaciis strategia gulisxmobs
axali saqonlis axal bazrebze gatanas. es strategia danar-
Cen strategiebTan SedarebiT, cxadia, ufro metad sariskoa.
axali saqonlis Seqmnas da bazarze gamotanas xSirad
Tan axlavs e.w “kanibalizmi”-axali saqonlis realizacias
xSirad Tan moyveba xolme misi mflobeli sawarmos sxva,
analogiuri saqonlis gayidvis moculobis Semcireba. magram
konkurenciuli brZola bazarze aiZulebs sawarmoebs am da-
nakargs Seeguon. amasTan, saWiroa, axali saqonlis realiza-
ciidan miRebuli SemosavlebiT mis Seqmnaze gaweuli dana-
xarjebis Semcireba da axali saqonlis bazarze damkvidrebis-
Tvis brZola.
10. 2. axali saqonlis Seqmnis procesi
bazarze sawarmos poziciis SenarCuneba da ganmtkiceba

uSualod ukavSirdeba misi sasaqonlo asortimentis ganaxle-
ba-ganviTarebas, anu inovaciur process.
sasaqonlo asortimentis inovacia ganixileba rogorc
procesi, romelic Sedgeba Semdegi etapebisgan (ix. nax. 10.1.):
1) ideaTa Sekreba;
2) ideaTa gadarCeva (skriningi da biznes-analizi);
3) SerCeuli ideis damuSaveba da Semowmeba;
4) marketingis strategiis gansazRvra;
5) warmoebisa da gasaRebis SesaZleblobebis anali-
zi;
6) saqonlis Seqmna;
7) saqonlis aprobacia bazarze (sacdeli marketin-
gi an test marketingi);
8) komercializacia.
269
ideaTa Sekreba
ideaTa gadarCeva
SerCeuli ideis damuSaveba da Semowmeba
marketingis strategiis damuSaveba
warmoebis da gasaRebis SesaZleblobebis

analizi
saqonlis Seqmna
aprobacia bazarze
komercializacia
Nnax. 10.1. axali saqonlis Seqmnis procesi
axali saqonlis SeqmnisTvis aucilebelia ideaTa siste-

maturi Zieba sxvadasxva wyarodan. am procesSi amosavalia
momxmarebeli Tavisi saWiroebebiT da moTxovnilebebiT, ro-
270
melTa gamovlenis mizniT sawarmoebi iyeneben zepir da anke-
tur gamokiTxvebs, aanalizeben momxmarebelTa werilebsa da
saCivrebs. axali saqonlis Seqmnas biZgi SeiZleba miscen kon-
kurentebma, rac SesaZlebeli xdeba gamofenebsa da bazrobeb-
ze, agreTve, sacalo savaWro qselSi maT saqonelze dakvir-
vebiT.
axali saqonlis Sesaxeb ideaTa CamoyalibebaSi mniSvne-
lovani wyaro TviTon sawarmoa, konkretulad ki misi marke-
tinguli kvlevis qvedanayofis TanamSromlebi. momxmarebleb-
Tan uSualo kontaqtSi myof muSakebs, erkvevian ra saqonlis
mimarT wayenebul moTxovnebSi, uyalibdebaT saqonlis asor-
timentis ganaxlebis problemis gadawyvetis ideebi. axali
saqonlis Sesaxeb ideebi SeiZleba moiZion, agreTve, momwo-
deblebs da investorebs Soris.
rogorc wesi, axali saqonlis Seqmnis procesis Tvda-
pirvel etapze ideebi mravalricxovania. mizani arsebuli
ideebidan erTi an ramdenime, yvelaze optimaluri, e.i. sawar-
mosTvis yvelaze xelmisawvdomi da momgebiani, ideis SerCevaa.
zogjer wamoyenebuli idea kargia, magram ar SeuZlia sargeb-
lobis motana mocemuli sawarmosTvis dasaxuli miznis an
miznebis misaRwevad ganxorcielebul saqmianobaSi. zogjer
idea uvargisia. axali saqonlis Seqmnis procesSi warmate-
bis miRweva SeuZliaT mxolod im sawarmoebs, romlebic nega-
tiurad ar afaseben wamoyenebul ideebs maTi Sinaarsis miu-
xedavad, yuradRebis gareSe ar toveben arc erT ideas, cdi-
loben maT erTmaneTTan dakavSirebas, erTian sistemaSi moyva-
nas maTi efeqtianad gamoiyenebis mizniT.
ideaTa sistematizaciis Semdeg saWiroa maTi gadarCeva.
am dros sasurvelia sawarmoebi iTvaliswinebdnen Semdeg
kriteriumebs: uaryon ideebi, romlebic, Tavidanve naTelia,
rom ver ganxorcieldeba; Seafason ideebi produqciis war-
moebis teqnikuri SesaZleblobebis da bazris SesaZlo po-
271
tencialis TvalsazrisiT; Seafason ideebi mTeli sazogadoe-
bis interesebis gaTvaliswinebiT da uaryon is ideebi, rom-
lebic grZelvadian perspeqtivaSi momxmarebelTa interesebs
ewinaaRmdegeba.
axali saqonlis Seqmnis Semdgom etapze SerCeuli idee-
bi dawvrilebiT gaanalizdeba. am mizniT ukeTesia ideis we-
rilobiTi formiT Camoyalibeba. am etapze unda gairkves, ag-
reTve, momxmareblis damokidebuleba axali saqonlis Canafiq-
ris Sesaxeb Semdegi kiTxvebis gamoyenebiT: gasagebia Tu ara
axali saqonlis Canafiqri? SeZlebs Tu ara axali saqoneli
maTi moTxovnilebebis dakmayofilebas? vin gamoiyenebs axal
saqonels? rogori unda iyos axali saqonlis fasi da a.S.
sawarmos mier axali saqonlis realobad gadaqcevamde
muSavdeba marketingis strategia, romelic, Tavis mxriv, sami
nawilisagan Sedgeba.
marketingis strategiis pirveli nawili iTvaliswinebs
miznobrivi bazris aRweras sididisa da struqturis mixed-
viT. am etapze gansazRvraven axali saqonlis gayidvis sava-
raudo sidides, bazris wils da mogebis mosalodnel sidi-
des.
marketingis strategiis meore nawilSi gansazRvraven
savaraudo saqonlis gasayid fass da warmoebis amoqmedebis
pirvel wels marketingul saqmianobaze gasawevi xarjebis
mosalodnel moculobas.
marketingis strategiis mesame nawilSi adgenen axali
saqonlis gasaRebis da mogebis miRebis strategiebs, rac iT-
valiswinebs saqonlis realizaciisTvis saWiro marketinguli
RonisZiebebis damuSavebasac.
axali saqonlis Canafiqri, Tavdapirvelad, realobad
iqceva laboratoriaSi samecniero-teqnikuri damuSavebis
gziT. iqmneba saqonlis sacdeli modeli, romelic formiT
da niSan-TvisebebiT unda Seesabamebodes Canafiqrs. labora-
272
toriaSive tardeba axali saqonlis winaswari gamocda, rom-
lis Sedegebis mixedviTac miiReba gadawyvetileba sacdeli
partiis damzadeba/daumzadeblobis Taobaze.
amis Semdeg axali saqonlis sacdeli partia gamoicdeba
bazris SerCeul segmentebze. am etaps sacdel marketings,
zogjer ki test-marketings uwodeben. am dros mowmdeba
myidvelTa reaqcia axal saqonelze, zustdeba axali saqon-
lis Zlieri da susti mxareebi, myidvelTa kategoriebi da
maT mier saqonlis yidvis miznebi, gayidvis formebisa da me-
Todebis efeqtianoba, reklamis momgebianoba, mowmdeba fase-
bis politika, zustdeba saqonlis asortimenti.
Tu axali saqonlis sacdeli partiis gayidvis Sedegebi
aRmoCnda damakmayofilebeli, sawarmos SeuZlia miiRos ga-
dawyvetileba misi mxolod SezRuduli odenobiT seriuli
warmoebis Sesaxeb. Tu axali saqonlis bazarze gamotanis
cda aRmoCnda warumatebeli, sawarmos SeuZlia bazris moT-
xovnebis Sesabamisad saqonlis daxvewa da misi Secvlili sa-
xiT gatana bazarze an kidev am ideis saerTod uaryofa.
axali saqonlis bazarze gataniT iwyeba komercializa-
ciis procesi, romlis Sedegebis mixedviTac sabolood azus-
teben axali saqonlis beds-gaafarToon, Sekvecon, Tu saer-
Tod Sewyviton axali saqonlis warmoeba.
axali saqonlis warmoebis gafarToebis Sesaxeb gadaw-
yvetilebis miRebis SemTxvevaSi sawarmom unda gadawyvitos,
agreTve, Tu rodis, sad, vis da rogor miyidos Tavisi axali
produqcia. pirvel rigSi, unda daadginon axali saqonlis
bazarze gatanis dro. cxadia, Tu mosalodnelia “kanibaliz-
mis” maRali done, ukeTesi iqneba saqonlis bazarze mogviane-
biT gatana. ukeTesia, warmoebis SeCereba garkveul dromde
im SemTxvevaSic, roca saqonels aqvs xarvezebi, romelTa ga-
mosworebac moiTxovs damatebiT drosa da xarjebs. sawarmom
unda gansazRvros, agreTve, regioni, sadac saqoneli gaiyide-
273
ba. ganviTarebul qveynebSi sawarmoTa umetesoba axal saqo-
nels TandaTanobiT nergavs regionebSi, Tumca arsebobs sa-
warmoebi, romlebic axali saqonliT Tavidanve mTel bazars
emsaxurebian. sawarmoebisTvis Zalian didi mniSvneloba aqvs
perspeqtiuli momxmareblebis wris dadgenasac. axali saqon-
lis Tavdapirveli momxmareblebi sasurvelia iyvnen aqtiure-
bi, saqonlis mimarT dadebiTad ganwyobilebi da SeeZloT
zemoqmedebis moxdena sxvebis Sexedulebebze. axali saqonlis
bazarze momgebianad gasaRebisTvis saWiroa marketingis geg-
mis safuZvlianad damuSaveba. masSi aucileblad unda Sedio-
des saqonlis momgebianad gasaRebisTvis saWiro RonisZiebaTa
kompleqsi.
axali saqonlis Seqmnisa da gasaRebis procesSi wamyvani
roli unda Seasrulos sawarmos marketingis samsaxurma. man
uSualod unda miiRos monawileoba axali saqonlis Sesaxeb
ideaTa moZiebaSi, sistematizaciasa da arsebuli ideebidan
yvelaze ufro momgebianis SerCevaSi. mowinave firmebSi mar-
ketingis samsaxurebi monawileoben saqonlis Canafiqris Se-
saxeb nimuSebis damzadebasa da bazarze saqonlis gamocdaSic.
marketingis samsaxurebzea damokidebuli garkveulwilad axa-
li saqonlis bazarze danergva da misi sasicocxlo ciklis
xangrZlivobac.
axal saqonelze damokidebulebiT marketingis samsaxu-
rebis saqmianoba SeiZleba pirobiTad daiyos or nawilad-sa-
warmoo da gasaRebiT saqmianobad.
marketingis samsaxurebis sawarmoo saqmianoba iTvalis-
winebs inovaciuri procesisTvis ara mxolod xelis Sewyo-
bas, aramed konkretuli saqonlis SeqmnaSi monawileobis mi-
Rebasac. marketingis samsaxurebis sawarmoo saqmianoba axal
saqonelTan damokidebulebaSi gamoixateba, upirveles yovli-
sa, koleqtivSi saqonlis asortimentis ganaxlebis orienta-
ciis Camoyalibebasa da Semdgom ganviTarebaSi, axali saqon-
274
lis Sesaqmnelad saWiro informaciis moZiebasa da damuSave-
baSi. ganviTarebuli qveynebis gamocdileba uCvenebs, rom mo-
winave sawarmoebi yovelmxriv axaliseben TanamSromelTa mo-
nawileobas axali saqonlis Seqmnisas, miaCniaT ra axali sa-
qoneli mZlavr konkurentul iaraRad. inovaciuri suliskve-
Tebis ganviTarebis mizniT marketingis samsaxuris TanamSrom-
lebi aswavlian muSakebs momxmarebelTa Sexedulebebis ga-
movlenis da konkurenti saqonlis mimarT jansaRi damokide-
bulebis gzebs, rac xels uwyobs axali ideebis warmoSobas.
asortimentis ganviTareba – ganaxlebaSi muSakTa monawileo-
bis wasaxaliseblad gamoiyeneba sxvadasxva saxis konkursebi,
saqmiani TamaSebi da sxva RonisZiebebi.
axali saqonlis SeqmnaSi did rols asrulebs informa-
cia momxmareblebis raodenobisa da moTxovnebis, konkurenti
saqonlis ZiriTadi niSan-Tvisebebis, arsebuli saqonlis war-
moebis procesSi gamoyenebuli teqnologiebis srulyofis Se-
saZleblobebis Sesaxeb. es informacia gaanalizebis Semdeg
egzavneba sawarmos Sesabamis qvedanayofebs.
marketingis samsaxurebis uSualo monawileobiT xorci-
eldeba axali saqonlis nimuSebis Seqmna da bazarze gamocda.
isini monawileoben axali saqonlis Sesaxeb saboloo gadaw-
yvetilebis miRebaSic-daiwyos Tu ara sawarmom axali saqon-
lis masobrivi warmoeba.
bazarze axali saqonlis danergva rTuli procesia da
dakavSirebulia did riskTan. Tu marketingulma samsaxurebma
sworad ar gansazRvres bazris miznobrivi segmentebi da ga-
saRebis strategiebi, sawarmo SeiZleba Zalian dazaraldes
an gakotrdes kidec.
10.3. axali saqonlis adaptaciis procesi
275
axali saqonlis adaptaciis an aRiarebis procesSi igu-
lisxmeba momxmareblebis mier axali saqonlis gacnobis, ga-
sinjvis da yidvaze gadawyvetilebis miRebis momentamde saWi-
ro dro.
axali saqonlis adaptaciis procesi Sedgeba Semdegi
etapebisagan:
1) gaTviTcnobiereba. am etapze momxmarebeli pirvelad
iRebs mwir informacias axal saqonelze;
2) daintereseba. am dros momxmarebeli iwyebs sruli in-
formaciis moZiebas axal saqonelze;
3) Sefaseba. mocemul etapze momxmarebeli afasebs axali
saqonlis potenciur upiratesobebs arsebul saqonel-
Tan SedarebiT da iRebs gadawyvetilebas misi sacdelad
yidvis an uaryofis Sesaxeb;
4) gasinjva. am etapze momxmarebeli axal saqonels yidu-
lobs sacdelad, rom Seiqmnas srulyofili warmodgena
masze;
5) aRiareba/uaris Tqma. es etapi wina etapis logikuri
gagrZelebaa. saqonlis gasinjvis Semdeg momxmarebeli iRebs
gadawyvetilebas saqonlis regularulad yidvis an masze ua-
ris Tqmis Taobaze.
sawarmoTa xelmZRvanelebi da specialistebi kargad un-
da gaerkvnen saqonlis aRiarebis SedegebSi, rom SeZlon po-
tenciuri momxmareblebis gadaqceva saqonlis mudmiv myidve-
lebad. saWiroa momxmareblebisTvis biZgis micema saqonlis
sacdelad yidvisken.
momxmareblebi axali saqonlis adaptaciis sxvadasxva
etapze gansxvavebulad iqcevian da gansxvavebuli niSnebiT
xasiaTdebian. amis Sesabamisad gamoyofen axali saqonlis mom-
xmarebelTa Semdeg kategoriebs:
1) inovatorebi;
2) pirveli myidvelebi/gamomyeneblebi;
276
3) myidvelTa umravlesoba;
4) myidvelTa dagvianebuli umravlesoba;
5) tradiciis mimdevari myidvelebi anu e.w. “maCan-
Calebi”.
specialistebis azriT, inovatori momxmareblebi arian
riskianebi, magram maTi raodenoba mcirea. isini momxmarebel-
Ta saerTo raodenobis saSualod 2,5 %-s Seadgenen. inova-
torebi, rogorc wesi, ZiriTadad, axalgazrdebi da maRalSe-
mosavliani momxmareblebi arian. isini iSviaTad rCebian ama
Tu im saqonlis mimarT erTgulni da yovelTvis siaxleebis-
ken iswrafvian. maTTvis naklebad mniSvnelovania sawarmoebis
mier gatarebuli mastimulirebeli RonisZiebebi, pirvel rig-
Si, fasdakleba. inovatorebs sazogadoebaSi ufro maRali
statusi aqvT da ganaTlebulebi arian sxva momxmareblebTan
SedarebiT.
raodenobrivad inovatorebze metni arian pirveli myid-
velebi. isini momxmarebelTa saerTo raodenobis daaxloebiT
13,5 %-s Seadgenen. myidvelTa es kategoria inovatorebTan
SedarebiT naklebad riskianebi da frTxilebi arian.
myidvelTa adreuli umravlesobac frTxilobs axali
saqonlis Sefasebisa da yidvis dros, magram mainc inovato-
rebsa da pirvel myidvelebTan SedarebiT ufro loialurni
arian axali saqonlis mimarT. isini myidvelTa saerTo rao-
denobis 34%-s Seadgenen.
myidvelTa saerTo raodenobis 34 %-ia, agreTve, gviani
umravlesoba, romlebic axal saqonels mxolod maSin aRia-
reben da yiduloben, roca mas mosaxleobis umetesoba iyidis
da moixmars.
“maCanCala” myidvelebi tradiciebis mimdevrebi arian.
isini axali saqonlis bazarze gamoCenas eWvis TvaliT uyu-
reben da mxolod maSin yiduloben, roca is xdeba tradici-
277
uli. myidvelTa es kategoria saerTo raodenobis daaxloe-
biT 16 %-ia.
siaxlis aRiarebis procesi sxvadasxva saqonelze xSi-
rad mkveTrad gansxvavebulia. zogjer axali saqoneli uceb
xdeba popularuli, zogjer ki mis aRiarebas sakmaod didi
dro sWirdeba. amis mizezi saqonlis Semdegi Tvisebebia:
1) SefardebiTi upiratesoba. cxadia, rac ufro
srulyofilia axali saqonlis fizikuri maxasia-
Teblebi da dizaini, fasi misaRebia momxmareblis-
Tvis, savaraudod, rac ufro moxerxebuli iqneba
saqoneli gamoyenebis procesSi, miT ufro mokle
droSi aRiarebs mas momxmarebeli;
2) SeTavsebadoba. Tu axali saqoneli Seesabameba po-
tenciuri momxmareblis faseulobebs, miT ufro
male dainteresdebian isini axali saqonliT;
3) sirTule. siaxleSi garkveva, Tavdapirvelad, ume-
tes SemTxvevaSi, rTulia. momxmarebels AaSinebs
axali saqonlis gamoyenebis procesi, rac afer-
xebs mis adaptacias;
4) gasinjvis SesaZlebloba. SeRavaTiani pirobebis
Seqmna axali saqonlis da momsaxurebis gayidvis
dros (ufasod gasinjva) amcirebs myidvelis
risks da xels uwyobs saqonlis aRiarebas momxma-
reblis mier;
5) TvalsaCinoeba. Tu myidvelebisTvis naTeli iqneba
axali saqonlis upiratesoba arsebulTan Sedare-
biT, cxadia, isini metad dainteresdebian siaxliT
da potenciuri myidvelebis raodenobac gaizrdeba.
amasTan, daCqardeba potenciuri myidvelebis rea-
lur myidvelebad gadaqvevis procesi. amis SesaZ-
leblobas iZleva saqonlis niSan-Tvisebebis mom-
278
xmareblebisTvis Cveneba prezentaciebis da rekla-
mirebis dros.
10. 4. saqonlis sasicocxlo cikli

bazarze gasayidad gamotanil saqonels SezRudli aqvs
“sicocxlis xangrZlivoba”. saqoneli cocxali arsebis
msgavsad ibadeba, arsebobs, berdeba da kvdeba. es procesi Ta-
vis gamoxatulebas poulobs saqonlis sasicocxlo ciklSi.
saqonlis sasicocxlo cikli gulisxmobs misi bazarze
arsebobis, realizaciis da mogebis miRebis periodis
xangrZlivobas.
saqonlis tipiuri sasicocxlo cikli Sedgeba Semdegi
etapebisgan (ix. nax. 10.2.):
1) bazarze danergvis etapi;
2) zrdis etapi;
3) simwifis etapi;
4) dacemis etapi.
danergvis etapi simwifis etapi

zrdis etapi dacemis etapi
279
nax. 10.2. saqonlis sasicocxlo ciklis
tradiciuli mrudi
bazarze saqonlis danergvis etapze gasaRebis moculoba

mcirea da Tanac nela izrdeba imis gamo, rom momxmarebeli
saTanadod ar icnobs saqonels, ver erkveva mis Tavisebure-
bebsa da gamoyenebis SesaZleblobebSi. gasaRebis Senelebuli
tempis mizezi SeiZleba iyos sawarmoo simZlavreebis arasak-
marisi done, Seferxebebi saqonlis transportirebisas, sa-
qonlis niSan-Tvisebebis momxmarebelTa moTxovnilebebTan Se-
sabamisobis dabali done da a.S. zogjer isec xdeba, rom sa-
qoneli saerTod ar iyideba an kidev Tavidanve didi moTxov-
nilebaa masze. saqonlis bazarze danergvis etapze mogeba
mcirea da arcTu iSviaTad vaWroba wamgebiania. stimulirebis
xarjebi am etapze maqsimaluria. iwarmoeba da bazars miewo-
deba saqonlis mxolod ZiriTadi variantebi, radgan am etap-
ze bazari mzad ar aris saqonlis modifikaciis misaRebad.
fasebi maRalia.
Tu bazarze gamotanili saqoneli daakmayofilebs mom-
xmarebelTa moTxovnilebebs, matulobs gayidvis moculobis
zrdis tempi. interesi axali saqonlis mimarT zrdis moT-
xovnas, rac, Tavis mxriv, ganapirobebs mwarmoebelTa da gam-
yidvelTa raodenobis matebas. farTovdeba sareklamo saqmia-
noba. fasebi rCeba imave doneze an odnav mcirdeba moTxovnis
zrdis Sesabamisad. gasaRebis stimulirebis xarjebic ar ic-
vleba an odnav maRldeba konkurenciis gaZlierebis gamo. am
etapze mogeba maRalia. saqonlis realizaciis tempebis Se-
narCunebisTvis sawarmoebma SeiZleba gamoiyenon Semdegi mar-
ketinguli strategiebi: saqonlis xarisxis gaumjobeseba,
axali modelebis gamoSveba, axal bazrebze SeRweva, axali
segmentebis aTviseba, gasaRebis axali arxebis gamoZebna, fase-
bis droulad Semcireba. maSasadame, am etapze did rols as-
280
rulebs rogorc momxmarebelTa bazris gafarToeba, ise mom-
xmarebelTa moTxovnis Sesabamisad saqonlis srulyofa.
saqonlis gayidvis moculobis zrdis romeliRac monak-
veTSi tempebi neldeba, Tumca es Zneli SesamCnevia bazris sa-
qonliT gajerebis pirobebSi. saqonlis gayidvis tempebis Se-
neleba simwifis etapis dawyebis maCvenebelia. realizaciis
moculobis tempebis Seneleba gamowveulia garkveuli perio-
dis Semdeg axali saqonlis gadaqceviT tradiciul saqon-
lad, romelic ukve iyida da gamoiyena potenciuri momxma-
reblebis absoluturma umetesobam. amis gamo sawarmoo sim-
Zlavreebma gadaaWarba gasaRebis SesaZleblobebs. saqonlis
miwodeba izrdeba. mwvavdeba konkurenciuli brZola. Sesabami-
sad maRldeba xarjebi reklamaze. konkurentebi sul ufro
xSirad yidian saqonels Semcirebul fasad. amasTan, isini
cdiloben saqonlis asortimentis ganaxlebas. mogeba iwyebs
stabilizacias an Semcirebas. is, vinc ver uZlebs konkuren-
ciul brZolas, tovebs asparezs. maSasadame, saqonlis sasi-
cocxlo ciklis simwifis etapze sawarmoebi iZulebuli
xdebian gaafarTovon marketinguli saqmianoba, kerZod, gamo-
Zebnon axali bazrebi, ganaxorcielon mastimulirebeli Ro-
nisZiebebi saqonlis intensiuri moxmarebisTvis, gaafarTovon
saqonlis asortimenti da gaaumjobeson misi xarisxi.
saqonlis axali bazrebis da bazris axali segmentebis
gamoZebniT momxmarebelTa ricxvi izrdeba. imavdroulad sa-
warmoebi cdiloben arsebul momxmareblebSi saqonlis gamo-
yenebis axali gzebisa da saSualebebis gamoZebnas. am mizniT
sawarmoTa xelmZRvanelebi xSirad saqonlis modifikaciasac
axorcieleben, rac misi xarisxis da garegani gaformebis ga-
umjobesebiT gamoixateba. saqonlis modifikacia zrdis misi
gamoyenebis xangrZlivobas. modifikaciiT sawarmoebi cdilo-
ben saqoneli ufro moxerxebuli gaxadon gamoyenebis da
ufro mimzidveli yidvis procesSi.
281
sawarmoTa mier gatarebuli RonisZiebebis miuxedavad,
momxmarebeli kargavs interess saqonlis mimarT. Sedegad
moTxovna mcirdeba imdenad, rom iwyeba realizaciis mocu-
lobis Semcireba myari tempebiT da SeiZleba daeces kidec im
donemde, rom saqoneli saerTod gamoidevnos bazridan. gayid-
vis SesaZleblobebis SemcirebasTan erTad mcirdeba miwodeba.
sawarmoebis erTi nawili wyvets saqonlis warmoebas da iw-
yebs kapitalis momgebianad dabandebis axali gzebis Ziebas.
zogierTi sawarmo, piriqiT, cdilobs Tavis saqonels gauxan-
grZlivos sasicocxlo cikli. am dros is eyrdnoba momxma-
rebelTa im jgufebs, romlebic axal produqtebs ukve cno-
bils amjobineben. praqtikaSi aris SemTxvevebi, roca dacemis
etaps kvlav aRmavlobis etapi moyveba xolme, e. i. xelmeo-
red iwyeba saqonlis sasicocxlo cikli. amis Sesabamisad
praqtikaSi gvxvdeba ganmeorebiTi da savarcxlisebri sasi-
cocxlo ciklebi (ix. nax. 10.3. da nax.10.4.).
saqonlis sasicocxlo ciklis etapebze dakvirveba da
marketinguli RonisZiebebis gatareba unda moxdes gare faq-
torebis gaTvaliswinebiT. cvlilebebi gasaRebis moculobaSi
zogjer am faqtorebis moqmedebis Sedegia da ar ukavSirdeba
saqonlis sasicocxlo cikls. magaliTad, unaleqo amindma
SeiZleba Seamciros moTxovna qolgaze, magram es ar niSnavs
imas, rom qolga araaqtualuri saqoneli gaxda.
saqonlis calkeuli saxis specifikuri niSan-Tvisebebis
da maTze moTxovnis gamovlenis specifikuri Taviseburebebis
gamo sasicocxlo cikli rogorc xangrZlivobis, ise gamov-
lenis formebis mixedviT gansxvavebulia. zogierT saqonelze
is didxans grZeldeba, magram Semdeg uceb wydeba, zogze me-
ordeba garkveuli periodulobiT, calkeul SemTxvevebSi sa-
qonlis realizaciis procesi hgavs sensacias, zogjer ki sa-
qoneli ar iyideba saerTod.
282
saqonlis sasicocxlo ciklis Aamsaxvel tradiciul
mrudSi mkafiod Cans saqonlis bazarze danergvis,
pirveli ganmeorebadi
sasicocxlo sasicocxlo
cikli cikli
moculoba
gayidvis
dro
nax. 10.3. ganmeorebadi sasicocxlo cikli

gayidvis moculoba
moculoba
dro
283
nax. 10.4.. savarcxlisebri sasicocxlo cikli
misi gayidvis moculobis zrdis, simwifisa da dacemis etape-
bi. bunebrivia, saqonlis sasicocxlo ciklis amsaxveli mru-
di gansxvavebulia saqonlis calkeuli saxeebis mixedviT. sa-
qonlis sasicocxlo ciklis erTi fazidan meoreze gadas-
vla praqtikaSi Tavdapirvelad Zneli SesamCnevia. marketingis
samsaxuris movaleobaa droulad gamoavlinos es momentebi
da Seitanos saWiro cvlilebebi marketingis programaSi. sa-
warmoebisTvis gansakuTrebiT mniSvnelovani dacemis etapis
dawyebis momentis daWera da Sesabamisi RonisZiebebis gatare-
baa. Tu es ase ar moxda da bazars didxans SemorCa saqone-
li, romelic momxmarebelTa umetesobis mier faqtiurad
uaryofilia, sawarmom SeiZleba Zalian izaralos (ix. cxri-
li 10.1.).
sawarmoebi sasicocxlo ciklze dakvirvebis Sedegebis
mixedviT mudmivad unda aumjobesebdnen saqonels piradi,
momxmareblis da mTeli sazogadoebis interesebis gaTvalis-
winebiT.
284
cxrili 10.1.
saqonlis sasicocxlo ciklis ZiriTadi

maCveneblebi da mwarmoebelTa sapasuxo reaqciebi
# maCveneblebi bazarze da- zrdis simwifis etapi dacemis etapi
nergvis etapi etapi
1. gasaReba susti swrafad mzardi nela mzardi klebadi

2. mogeba umniSvne maqsimaluri klebadi dabali an nu-
lo lis toli
3. momxmareble siaxlis moy- masobrivi bazari masobrivi bazari konservato-
bi varul rebi
ni
4. konkurentebis mcire mudmivad mzardi didi klebadi
raodenoba
mwarmoebelTa
ukureaqcia
1.
ZiriTadi stra- bazris ga- Rrmad SeRweva bazarze wilis warmoebis
tegiuli Zalis- farToe bazarze SenarCuneba rentabelo
xmeva ba bis amaRleba
2. danaxarjebi mar- maRali maRali, magram Semcireba dabali

ketingze done ramdenadme di
dabali
3. ZiriTadi marke- saqonelze markisadmi upi- markisadmi er- SerCeviTi
tinguli Zalis- warmodge rateso Tgulebis zemoqmedeba
xmeva nis Seqmna bis miniWebis grZnobis Camoya-
grZnobis Camoya- libe ba
libe
ba
wyaro: Котлер Ф. Основы маркетинга. Краткий курс. Пер. с

англ. М., 2003, с.286
X TavSi gamoyenebuli marketinguli terminebi
axali saqoneli
axali saqonlis Seqmnis procesi
285
bazarze Rrmad SeRwevis strategia
bazris gafarToebis strategia
produqtis ganviTarebis strategia
produqtis diversifikaciis strategia
sasaqonlo asortimentis inovacia
ideaTa Sefaseba
ideaTa gadarCeva
ideis damuSaveba da Semowmeba
axali saqonlis Canafiqri
axali saqonlis adaptacia
axal saqonelSi gaTviTcnobiereba
axali saqonliT daintereseba
axali saqonlis Sefaseba
axali saqonlis gasinjva
axali saqonlis aRiareba
inovatorebi
pirveli myidvelebi
myidvelTa umravlesoba
myidvelTa gviani umravlesoba
saqonlis sasicocxlo cikli
bazarze danergvis etapi
zrdis etapi
simwifis etapi
dacemis etapi
marketingis strategiis damuSaveba
warmoebisa da gasaRebis SesaZleblobebis analizi
saqonlis Seqmna
aprobacia bazarze
komercializacia
reziume
286
bazarze arsebuli konkurencia da momxmarebelTa gemov-
nebis mudmivi cvlileba mwarmoeblebs saqonlis ganaxlebis-
ken ubiZgebs. axali saqonlis Seqmna SeiZleba arsebuli sa-
qonlis modernizaciiT da inovaciiT.
axali saqonlis Seqmnis procesi rva etapisgan Sedgeba:
ideaTa Sekreba, ideaTa gadarCeva, SerCeuli ideis damuSaveba
da Semowmeba, marketingis strategiis gansazRvra, warmoebisa
da gasaRebis SesaZleblobebis analizi, saqonlis Seqmna, sa-
qonlis aprobacia bazarze, komercializacia. yovel etapze
sawarmoebi iReben gadawyvetilebas axal saqonelze muSaobis
gagrZelebis mizanSewonilobasTan dakavSirebiT. isini cdi-
loben droulad gamoavlinon susti ideebi da Tavidan aici-
lon zedmeti da arafris momtani xarjebi.
axali saqonlis aRiareba momxmareblis mier ar xdeba
uceb. aRiarebis (adaptaciis) procesi etapobrivad mimdinare-
obs: gaTviTcnobiereba, daintereseba axali saqonliT, axali
saqonlis Sefaseba, misi sacdelad yidva da gasinjvis Sedege-
bis mixedviT axali saqonlis aRiareba an uaris Tqma masze.
axali saqonlis aRiarebis procesis etapebSi marketologe-
bis garkveva aucilebelia momxmareblebze zemoqmedebis meTo-
debisa da xerxebis sworad SerCevisa da potenciuri momxma-
reblebis realur myidvelebad gadaqcevisTvis.
momxmarebelTa erTi, SedarebiT mcire nawili, axal sa-
qonels bazarze gamoCenisTanave yidulobs. isini arian ino-
vatori momxmareblebi. raodenobrivad inovatorebze metni
arian axali saqonlis, egreT wodebuli, pirveli myidvelebi,
romlebic ufro frTxilebi da naklebad riskianebi arian
inovatorebTan SedarebiT. Semdeg etapze myidvelTa raodeno-
ba mkveTrad izrdeba. isini warmoadgenen myidvelTa, egreTwo-
debul, “adreul” umravlesobas. myidvelTa erTi nawili
axal saqonels mxolod imis Semdeg aRiarebs da yidulobs,
rac mas sazogadoebis didi nawili SeiZens da moixmars. bo-
287
los axal saqonls tradiciis mimdevari myidvelebi (maCanCa-
lebi) yiduloben. maTi raodenoba ramdenadme aRemateba pir-
veli myidvelebis raodenobas.
mocemul TavSi ganxilulia saqonlis sasicocxlo cik-
lis koncefciac. sasicocxlo cikli gulisxmobs saqonlis
bazarze arsebobisa da mogebis miRebis periodis xangrZlivo-
bas.
saqonlis sasicocxlo cikli moicavs oTx etaps: ba-
zarze danergvis etapi, gayidvis moculobis zrdis etapi,
simwifis etapi da dacemis etapi. sasicocxlo ciklis yovel
etapze sawarmoebi gansxvavebul marketingul RonisZiebebs
atareben da cdiloben, rom saqoneli rac SeiZleba didxans
SerCes bazars. miuxedavad sawarmoebis mcdelobisa, gayidvis
tempebi garkveuli periodis gavlis Semdeg mainc neldeba
bazris saqonliT gajerebis Sesabamisad, rac simwifis etapis
dawyebis maCvenebelia. am dros sawarmoebi axorcieleben
sxvadasxva marketingul RonisZiebebs gayidvis tempebis da-
saCqareblad. Tu mdgomareoba ar gamosworda, saqoneli unda
moixsnas warmoebidan, radgan SesaZlebelia moTxovnis imde-
nad Semcireba, rom mocemuli produqti saerTod aRar gaiyi-
dos. Tumca zogjer dacemis etaps kvlav aRmavlobis etapi
cvlis, rac ganmeorebadi sasicocxlo ciklis maCvenebelia.
aris SemTxvevebi, roca sasicocxlo cikli ramdenjerme me-
ordeba, aseT sasicocxlo cikls savarcxlisebrs uwodeben.
288
Tavi 11. fasebi
XI Tavis swavlebis miznebi

1) faswarmoqmnis politikis daxasiaTeba konkuren-
ciis tipebisgan damokidebulebiT;
2) faswarmoqmnaze moqmedi ZiriTadi faqtorebis Ca-
moTvla da analizi;
3) sawarmoebSi faswarmoqmnis SesaZlo miznebis
formulireba;
4) faswarmoqmnis meTodebis arsis gadmocema da sa-
warmoebis mier maTi SerCevis meqanizmis dadgena;
5) fasebis koreqtirebis miznebis Camoyalibeba da
misi praqtikaSi ganxorcielebis meqanizmis daxa-
siaTeba.
11.1. faswarmoqmnis politika sabazro

ekonomikis pirobebSi
saqonlis yidvaze gadawyvetilebis miRebis procesSi

did rols asrulebs fasi, romelic dgindeba myidvelisa da
gamyidvelis SeTanxmebis safuZvelze.
fasSi igulisxmeba is Tanxa, romelsac myidveli ux-
dis gamyidvels saqonelSi, Tumca fasi ar aris yovelTvis
fulad formaSi gamoxatuli. ase xdeba, magaliTad, barteru-
li gacvlis dros, roca saqoneli icvleba saqonelze sac-
vleli Rirebulebis mixedviT. maSasadame, fasi SeiZleba gani-
sazRvros rogorc saqonlis an momsaxurebis sacvleli Ri-
rebulebis gamoxatuleba. amitom ambobda erT-erTi amerikeli
investori: `fasi aris is, rasac Tqven ixdiT imaSi, rasac
iRebT”.
289
sawarmoebSi fasebis dawesebis meqanizmi ramdenadme
gansxvavebulia da Tanac damokidebulia bazris tipze.
ekonomistebi ganasxvaveben bazris oTx tips (ix.
nax.11.1. ):
1) wminda konkurenciis bazari;
2) monopolisturi konkurenciis bazari;
3) oligopolisturi konkurenciis bazari;
4) wminda monopoliis bazari.
wminda konkurenciis bazari Sedgeba romelime erTgva-
rovani saqonlis mravalricxovani myidvelisa da gamyidve-
lisgan. am bazarze marketinguli gamokvlevebis, reklamis,
gasaRebis stimulirebis, fasebis politikis da sxva marke-
tinguli RonisZiebebis roli minimaluria. calkeuli myidve-
li da gamyidveli gavlenas ver axdens sabazro fasis sidi-
deze. gamyidvels ar SeuZlia moiTxovos sabazro fasze maRa-
li fasi, vinaidan myidvelebs SeuZliaT Tavisuflad iyidon
maTTvis aucilebeli saqoneli sabazro fasSi. gamyidvelebi
saqonels ar gayidian sabazro fasze dabal fasSi, radgan
Tavisuflad SeuZliaT misi sabazro fasSi gayidva.
monopolisturi konkurenciis bazaric Sedgeba mra-
valricxovani myidvelebisa da gamyidvelebisgan, romlebic
saqonels yiduloben da yidian ara erTian, aramed sxvadasxva
sabazro fasSi. fasebi damokidebulia gamyidvelis unarze
SesTavazos sxvadasxva tipis momxmarebels xarisxis, dizai-
nis da sxva niSnis mixedviT gansxvavebuli saqoneli. myidve-
lebi aseT pirobebSi mzad arian gadaixadon gansxvavebuli
fasi. maSasadame, monopolisturi konkurenciis bazarze fasi
iqceva konkurenciis erT-erT iaraRad. didi yuradReba eqce-
va, agreTve, reklamas, gasaRebis stimulirebas da myidvelTa
wasaxaliseblad gamoyenebul sxva marketingul instrumen-
tebs.
290
wminda konkurenciis bazari
monopolisturi konkurenciis bazari
oligopolisturi konkurenciis bazari
wminda monopoliis bazari
Sedgeba Sedgeba Sedgeba bazarze
mravalricxovani mravalricxo mcirericxova erTi
myidvelebisa da vani ni gamyidvelia
gamyidvelebis myidvelisa da myidvelebisa
gan gamyidvelis da
gan gamyidvelebis
gan
iyideba iyideba marketin
erTgvarovani araerTgvarova gis roli
saqoneli ni saqoneli iyideba umniSvne
analogiuri loa
marketingis saqoneli
marketingis roli
roli mniSvnelovania fasis
minimaluria marketingis sidide
saqoneli roli damokidebu
iyideba mniSvnelovani lia
saqoneli iyideba sxvadasxva gamyidvelis
erTian sabazro sabazro fasSi konkurente survilsa
fasSi bis fasebi da
fasis sidide erTmaneTTan arsebul
damokidebu miaxloebulia pirobebze
calkeuli lia
myidveli da gamyidvelis konkurentebi
gamyidveli unarze operatiulad
gavlenas ver SesTavazos reagireben
axdens fasis bazars erTmaneTis
sidideze gansxvavebuli fase
saqoneli bis
cvlilebebze
nax. 11.1. bazris tipebi konkurenciis saxisgan damoki-

debulebiT
oligopolisturi konkurenciis bazari Sedgeba mcire-

ricxovani myidvelisa da gamyidvelisgan, romlebic did mniS-
vnelobas aniWeben erTmaneTis marketingul strategiebs. axa-
li konkurentisTvis Zalian Znelia oligopolistur bazarze
SeRweva. oligopolisturi konkurenciis pirobebSi yoveli
291
gamyidveli fxizlad adevnebs Tvalyurs konkurenti sawarmos
fasebs da operatiulad reagirebs maT cvlilebaze. Tu es
ase ar moxda, mocemuli sawarmo izaralebs, radgan myidve-
lebi saqonlis SeZenas, ZiriTadad, Semcirebul fasebSi amjo-
bineben. Tu mocemulma sawarmom fasi gazarda da amas ar
moyva konkurenti sawarmos msgavsi nabiji, is sul male iZu-
lebuli gaxdeba adrindel fasebs daubrundes.
wminda monopoliis bazarze mxolod erTi gamyidve-
lia. is SeiZleba iyos saxelmwifo an kerZo sawarmo. TiToe-
ul SemTxvevaSi faswarmoqmnis politika gansxvavebulia. sa-
xelmwifo sawarmom bazarze gabatonebis SemTxvevaSi faswar-
moqmnas SeiZleba safuZvlad daudos mosaxleobis socialuri
dacva an biujetis Semosavlebis gadideba. pirvel SemTxveva-
Si, fasi iqneba dabali, meore SemTxvevaSi ki maRali. Tu ker-
Zo sawarmo gabatonda bazarze, is, ZiriTadad, daawesebs iseT
fasebs, romlebic mas mocemul pirobebSi rac SeiZleba met
mogebas moutans. magram Tu saqme exeba pirveladi moxmarebis
saqonels, is iZulebuli iqneba fasis sididis gansazRvris
dros zomiereba gamoiCinos.
11.2. fasis sidideze moqmedi faqtorebi
fasis sidideze gavlenas axdens rogorc Sinagani, ise

garegani faqtorebi. Sinagan faqtorebs miekuTvneba: faswar-
moqmnis marketinguli miznebi, sawarmos marketinguli stra-
tegia, danaxarjebi saqonlis warmoebaze. garegan faqtorebSi
Sedis- momxmarebeli, bazris xasiaTi, konkurentebis fasebi
(ix. nax. 11.2.).
292
Sinagani faqtorebi garegani faqtorebi
fasis
sidide
momxmareblebi
bazris xasiaTi
marketinguli
marketinguli
konkurentis
danaxarjebi
strategia
miznebi
fasebi
nax. 11. 2. fasis sidideze moqmedi faqtorebi
rac ufro ukeTesad Camoayalibebs sawarmo Tavis mar-

ketingul miznebs fasebze, miT ufro gauadvildeba fasis si-
didis gansazRvra. faswarmoqmnis marketingul miznebSi, pir-
vel rigSi, igulisxmeba saqonlis pozicionirebis mimarTu-
lebiT miRebuli gadawyvetilebebi.
fasis sidide mniSvnelovanwilad ganisazRvreba bazar-
ze saqonlis pozicionirebis mdgomareobiT. Tu sawarmo Tavi-
si saqonlis pozicionirebas axorcielebs rogorc maRali
klasis saqonlisas da realuradac amisTvis ibrZvis, misi
fasi maRali iqneba. im SemTxvevaSi, roca sawarmos produq-
cia pozicionirebs rogorc iafi saqoneli, misi fasi, cxa-
dia, iqneba dabali.
fasis sidideze uSualod moqmedebs bazarze sawarmos
pozicia. myari da Zlieri pozicia sawarmos fasis sakuTari
Sexedulebebis mixedviT dadgenis saSualebas aZlevs. aramya-
ri da susti poziciis pirobebSi sawarmo iZulebuli xdeba
konkurentebis fasebis gaTvaliswinebiT miiRos gadawyveti-
leba fasis sidideze. maSasadame, Tu sawarmoebis pozicia ba-
293
zarze gansxvavebulia, fasebze maT gansxvavebuli miznebi uya-
libdebaT, Sesabamisad, fasebic gansxvavebulia.
sawarmos strategiuli xasiaTis prioritetebi pirda-
pir zemoqmedebs fasis dadgenis procesze. gansxvavebuli si-
didis fasi dgindeba bazarSi Rrmad SeRwevis, arsebuli baz-
ris gafarToebis, saqonlis ganviTarebis da diversifikaciis
strategiebis gamoyenebis pirobebSi. faswarmoqmnis strategia
gansxvavebulia, agreTve, marketingis kompleqsis danarCeni
sami elementis mixedviT miRebuli gadawyvetilebebis Wril-
Sic. amasTan, faswarmoqmnis sferoSi miRebuli gadawyvetile-
bebi uSualod zemoqmedebs saqonlis Seqmnis, saqonelmoZrao-
bis da bazarze saqonlis win wawevis strategiebis SemuSave-
baze. cxadia, Tu sawarmo gadawyvets Tavisi saqonlis pozi-
cionirebas maRali fasiT, is iZulebuli gaxdeba awarmoos
maRalxarisxiani saqoneli, romelsac droulad da xarisxob-
rivi maCveneblebis SenarCunebis pirobebSi miitans momxmareb-
lamde da Tanac miawvdis maT saTanado informacias saqonlis
Sesaxeb. e.i. Tu sawarmo bazarze saqonlis pozicionirebis
ZiriTad faqtorad gamoiyenebs fass, maSin marketingis kom-
pleqsis sxva elementebi masze damokidebulebiT ganisazRvre-
ba. Tu sawarmo saqonlis pozicionirebas gadawyvets arafa-
sismieri faqtorebiT (saqonlis xarisxi, bazarze saqonlis
gadaadgilebisa da win wawevis meTodebi), fasi mniSvnelovani
zomiT am faqtorebze iqneba damokidebuli da maTi gaTvalis-
winebiT dadgindeba.
fasis sidideze erT-erTi yvelaze Zlierad moqmedi
faqtoria mis warmoebasa da realizaciaze gaweuli xarjebi.
Tavdapirveli fasi swored saqonlis TviTRirebulebis mi-
xedviT ganisazRvreba.
xarjebi ori saxisaa: mudmivi da cvalebadi. mudmivia
iseTi xarjebi, romlebic ar icvleba warmoebisa da gasaRe-
bis moculobis Sesabamisad. aseT xarjebs miekuTvneba Senoba-
294
nagebobaTa Senaxvis da ijaris xarjebi, administraciuli
sammarTvelo aparatis Sromis anazRaurebis xarjebi, kredi-
tis procenti. cvalebadi xarjebi uSualod ukavSirdeba sa-
qonlis warmoebisa da gasaRebis moculobas. magaliTad, fex-
sacmlis damamzadebeli sawarmos mTliani xarjebi ganisaz-
Rvreba gamoSvebuli produqciis raodenobisa da warmoebis-
Tvis saWiro nedleulis (tyavi, webo, Zafi...) Sesyidvis fa-
siT. rac Seexeba Senoba-nagebobaTa Senaxvisa da ijaris, admi-
nistraciuli sammarTvelo aparatis Sromis anazRaurebis da
sxva mudmiv xarjebs, isini ar icvleba fexsacmlis warmoebis
moculobis gazrdis (an Sekvecis) Sesabamisad. maTi sidide
avtomaturad emateba cvalebad xarjebs da miiReba mTliani
xarjebi, romlebsac safuZvlad udeben fasis sididis dadge-
nas. e.i. mTliani xarjebis mixedviT dgindeba erTi wyvili
fexsacmlis Tavdapirveli fasi mwarmoebel sawarmoSi.
sawarmoebma saqonlis warmoebasa da gasaRebaze gaweu-
li xarjebi mudmivad unda akontrolon. Tu xarjebi konku-
renti sawarmoebis xarjebs aRemateba, xelmZRvanelobam unda
ifiqros maTi Semcirebis gzebis gamoZebnaze. cxadia, fasis
gazrda xarjebis matebasTan erTad, sawarmos konkurentuna-
rianobas amcirebs. konkurentunarianoba mcirdeba im SemTxve-
vaSic, roca xarjebis zrdas ar moyveba fasis mateba, radgan
am dros mogeba mcirdeba.
garegani faqtorebidan fasis sidideze, pirvel rigSi,
momxmarebeli, ufro swored misi myidvelobiTi unari moqme-
debs. SeiZleba iTqvas, rom, sabolood, swored momxmarebeli
gansazRvravs fasis realur dones. fasi aucileblad unda
Seesabamebodes moTxovnas, winaaRmdeg SemTxvevaSi saqoneli
ar gaiyideba (Tu fasi metia moTxovnaze) an sawarmo ar mii-
Rebs kuTvnil mogebas (Tu fasi naklebia moTxovnaze).
Cveulebriv situaciaSi fasi da moTxovna ukupropor-
ciul damokidebulebaSia. fasis gazrdiT moTxovna mcirdeba,
295
fasis SemcirebiT ki moTxovna izrdeba. amis gamo fasis gaz-
rdis dros sawarmoebi ufro naklebi raodenobis saqonels
yidian, vidre misi Semcirebis pirobebSi. praqtikaSi presti-
Jul saqonelze zogjer gansxvavebuli situacia fiqsirdeba
_ fasis Zalian gazrdiT saqoneli ufro meti raodenobiT
iyideba, radgan maRalSemosavliani momxmarebeli amas xSirad
saqonlis xarisxis gaumjobesebad aRiqvams.
fasebsa da moTxovnas Soris kavSiris simWidroves
moTxovnis elastikurobis koeficientis saSualebiT gamoxa-
taven. davuSvaT, rom moTxovna izrdeba 20%-iT, fasebi ki
25%-iT. am SemTxvevaSi moTxovnis elastikurobis koeficien-
ti tolia 0,8-is. es imis maCvenebelia, rom moTxovna ar
aris elastikiuri fasis mimarT. Tu moTxovna izrdeba 25%-
iT, fasi ki 20%-iT, elastikurobis koeficienti 1,25-s
utoldeba, rac fasis mimarT moTxovnis elastikurobaze mi-
uTiTebs. maSasadame, Tu fasis cvlilebis pirobebSi moTxov-
na 1-s aRemateba, moTxovna elastikuria, xolo Tu 1-ze nak-
lebia- araelastikuri. fasis cvlilebis Sesabamisad moTxov-
nis cvlileba axasiaTebs fasze myidvelis mgrZnobiarobas.
e.i. elastikurobis koeficienti fasis cvlilebaze myidve-
lis mgrZnobiarobas asaxavs.
fasis mimarT moTxovnis elastikurobis pirobebSi,
momxmareblebi erTi saqonlidan meore analogiuri saqonlis
yidvaze gadadian, araelastkiuri moTxovnis pirobebSi ki
momxmareblebi mocemuli konkretuli saqonlis erTgulni
rCebian. rogorc wesi, yoveldRiuri moxmarebis saqonelze
moTxovna, ZiriTadad, elastikuria, prestiJul saqonelze ki
araelastikuri. magram savsebiT SesaZlebelia, rom moTxovna
yoveldRiuri moTxovnis saqonelzec iyos araelastikuri.
momxmarebeli, romelic firma `nikoras” produqciis erTgu-
lia, mas gazrdili fasis pirobebSic iyidis. igive SeiZleba
iTqvas `Tolias” nayinze, `soflis nobaTis” rZis nawarmze.
296
bevri kompania sxvadasxva sabazro segmentis momxmare-
bels Tavis saqonels gansxvavebul fasSi sTavazobs. seg-
ments, romelic moTxovnis elastikurobiT gamoirCeva, saqo-
neli miewodeba ufro dabal fasSi, xolo im segments, ro-
melSic moTxovna fasis mimarT araelastikuria, saqoneli mi-
ewodeba ufro maRal fasSi. maSasadame, ZviradRirebuli sa-
qonelis realizaciis moculobis gazrdis albaToba didia
segmentSi, romelSic moTxovna fasis mimarT araelastikuria.
bazris xasiaTic mniSvnelovan gavlenas axdens fasis
sidideze. fasis sididis TvalsazrisiT momxmareblisTvis mi-
saRebia wminda da monopolisturi konkurenciis bazrebi. yve-
laze maRali fasis dawesebis SesaZlebloba wminda monopo-
liis bazrebzea.
fasis sidideze moqmedi erT-erTi arsebiTi xasiaTis
faqtori konkurentebis fasebia. maTi gaTvaliswinebis gareSe
sawarmo ver SeZlebs realuri fasis dawesebas, amis gamo ki
is an ver gayidis Tavis saqonels an kidev ver miiRebs moge-
bis maqsimalur odenobas.
fasebis dawesebis procesze moqmedi mniSvnelovani ga-
regani faqtoria samTavrobo gadawyvetilebebi. maT Soris
aRsaniSnavia: saqarTvelos kanoni fasebisa da faswarmoqmnis
Sesaxeb; saqarTvelos kanoni monopoliuri saqmianobisa da
konkurenciis Sesaxeb; saqarTvelos kanoni momxmarebelTa uf-
lebebis dacvis Sesaxeb; sagadasaxado kodeqsi. fasebis dawe-
sebis dros sawarmoebis mier miRebuli gadawyvetilebebi ar
unda ewinaaRmdegebodes aRniSnuli normatiuli dokumentebis
da maT safuZvelze miRebuli kanonqvemdebare aqtebis moT-
xovnebs.
297
11.3. faswarmoqmnis procesi
sabazro ekonomikis pirobebSi faswarmoqmnis procesi
garkveuli etapebis mixedviT xorcieldeba. fasis dadgenis
procesSi, ZiriTadad, gamoyofen eqvs etaps (ix. nax. 11.3.):
1) faswarmoqmnis miznis (an miznebis) dadgena;
2) moTxovnis gansazRvra;
3) xarjebis Sefaseba;
4) konkurentebis fasebis analizi;
5) faswarmoqmnis meTodebis SerCeva;
6) saboloo fasis dadgena.
faswarmoqmnis moTxovnis xarjebis
miznis ( miznebis) gansazRvra Sefaseba
dadgena
saboloo fasis faswarmoqmnis konkurentebis

dadgena meTodebis fasebis analizi
SerCeva
nax.11.3. faswarmoqmnis procesi
faswarmoqmnis pirvel etapze sawarmoebi adgenen miz-

nebs, romlebic unda gadawydes dawesebuli fasiT. aseTi miz-
nebi SeiZleba iyos bazarze arsebobis gaxangrZliveba, maqsima-
luri mogebis miReba da bazarze gabatoneba.
Tu dawesebuli fasiT sawarmos surs bazarze arsebo-
bis gaxangrZliveba, is konkurentebs upirispirdeba dabali
fasiT, radgan arsebobis gaxangrZliveba mogebaze ufro mniS-
vnelovania. magram aseT pirobebSi, cxadia, fasebis Semcireba
SesaZlebelia im donemde, vidre xarjebi daifareba.
298
sawarmoebi, romlebic mogebis maqsimizacias isaxaven
miznad, aweseben mimdinare moTxovnis pirobebSi SesaZlo ma-
Ral fasebs.
im SemTxvevaSi, roca sawarmoebs surT bazarze gaba-
toneba maRalxarisxiani saqonliT, isini, rogorc wesi, ma-
Ral fasebs aweseben. maRalxarisxiani saqonlis warmoeba did
xarjebs moiTxovs, rac, bunebrivia, zrdis fasis sidides.
sawarmoTa erTi nawili bazarze gabatonebas bazris
wilis gazrdiT amjobinebs da fasebs amcirebs im donemde,
rom dafaros xarjebi da miiRos mogeba. maT sjeraT, rom
aseT pirobebSi mogebis saerTo moculoba xangrZlivi drois
manZilze xelsayreli iqneba.
faswarmoqmnis meore etapze sawarmoebi gansazRvraven
moTxovnis moculobasa da struqturas, radgan fasis dadge-
namde aucilebelia garkveuli informacia moTxovnaze, e.i. sa-
qonlis im raodenobaze, romelsac myidvelebi SeiZenen fase-
bis sxvadasxva donis pirobebSi. aseTi informaciis miReba
SeiZleba mrudis daxmarebiT, romelic uCvenebs, Tu saqonlis
ra raodenoba gaiyideba bazarze drois gansazRvrul monak-
veTSi fasebis sxvadasxva donis pirobebSi. moTxovnis mrudi
asaxavs fasisa da moTxovnis urTierTdamokidebulebas sxva
arafasismieri faqtorebis ucvlelobis pirobebSi.
moTxovnis mruds saqonelTa umetesobisTvis aqvs
klebadi wiris saxe (ix.nax. 11.4.).
moTxovna gansazRvravs saqonelze maqsimalur fass,
minimaluri fasi ki xarjebis mixedviT dgindeba.
nebismieri sawarmo cdilobs saqonelze (an momsaxure-
baze) mTlianad dafaros misi warmoebisa da gasaRebis xar-
jebi da miiRos kuTvnili mogeba. rogorc
299
maRali
f1
f
a
s f2
i
f3
f4
dabali r4 r3 r2 r1
nayidi saqoneli
nax. 11.4.. moTxovnis mrudi saqonelTa

umetesobisTvis
wesi, menejerebi cdiloben fasebis dadgenas im doneze, rom
miiRon maqsimaluri mogeba. es SesaZlebelia saqonlis warmoe-
baze gaweuli xarjebis sworad Sefasebis pirobebSi.
fasebis dawesebis dros metad mniSvnelovania konkurente-
bis fasebis analizi. faswarmoqmnis am etapze sawarmo Tavisi
da konkurenti sawarmoebis saqonlis fasebsa da xarisxs er-
TmaneTs udarebs, radgan myidvelebi saqonels, upiratesad,
konkurenti sawarmoebis saqonlis maCveneblebis urTierTSeda-
rebis safuZvelze yiduloben. rZis nawarmis momxmarebeli er-
TmaneTs adarebs `soflis nobaTis”, `santes”, èko fudis” da
sxva sawarmoebis produqciis xarisxs, fass da amis mixedviT
xdeba ama Tu im sawarmos momxmarebeli. igive mdgomareobaa
sxva produqciis yidvis drosac.
Semdeg etapze xorcieldeba faswarmoqmnis meTodis SerCe-
va. ganasxvaveben danaxarjebze, konkurentTa fasebsa da momxma-
rebelTa faseulobebze orientirebul meTodebs.
300
faswarmoqmnis bolo etapze SerCeul midgomebsa da meTo-
debze dayrdnobiT ganisazRvreba saboloo fasi.
6.4. faswarmoqmnis meTodebi
praqtikaSi gamoyenebul faswarmoqmnis meTodebs spe-

cialistebi ajgufeben imis mixedviT, Tu sawarmoebSi ras
udeben safuZvlad fasis sawyisi donis gansazRvras. f. kot-
leris azriT, fasis minimaluri done dgindeba produqciis
TviTRirebulebiT, maqsimaluri ki saqonlis unikaluri Rir-
sebiT. fasebis saSualo done ganisazRvreba konkurentTa da
Semcvleli saqonlis fasebiT.
gamoyenebuli midgomebis Sesabamisad faswarmoqmnis me-
Todebi ase jgufdeba (ix. nax. 11.5.):
1) faswarmoqmnis meTodebi dafuZnebuli saqonlisa da
momsaxurebis TviTRirebulebaze;
2) faswarmoqmna dafuZnebuli momxmareblis mier sa-
qonlis da momsaxurebis Rirebulebis aRqmaze;
3) faswarmoqmna dafuZnebuli konkurenciaze.
praqtikaSi gamoyenebuli faswarmoqmnis meTodebidan
SedarebiT popularuli da imavdroulad yvelaze martivi me-
Todia `saSualo danaxarjebs + mogeba”. am dros produqciis
TviTRirebulebas umateben danaricxs. davuSvaT, televizore-
bis mwarmoebel sawarmos erTi cali televizoris warmoeba
daujda 280 lari, sacalo vaWrobas ki miyida 350 larad.
yoveli calidan mwarmoebeli sawarmos mogeba 70 laria. sa-
calo savaWro sawarmom 350 larad nayidi televizorebi ga-
yida 420 larad. danaricxi Sesyidvis fasze 70 lari anu
20%-ia. erTi cali televizoris gayidvidan miRebuli mTli-
ani mogeba sacalo savaWro sawarmoSi Seadgens 70 lars. Tu
301
faswarmoq
mnis procesSi
gamoyenebuli
midgomebi
TviTRirebule momxmareblis konkurenciaze

baze mier saqonlis dafuZnebuli
dafuZnebuli Rirebulebis meTodebi
meTodebi aRqmaze
dafuZnebuli
meTodi
saSualo uzaralod fasebis fasis dadgena

danaxarjebs muSaobis dadgena daxuruli
plius mogeba analizi da momdinare vaWrobis
miznobrivi fasebis mioxedviT
mogebis miReba safuZvelze
nax. 11..5.. faswarmoqmnis meTodebis klasifikacia faswarmoq-

mnaSi gamoyenebuli midgomebis mixedviT
sacalo savaWro sawarmos xarji yovel televizorze 50

laria, wminda mogeba iqneba 20 lari. am meTodis sirTule
daricxvis sididis sworad gansazRvraSia.
faswarmoqmnis meTodi `saSualo danaxarjebs + moge-
ba” ufro advili gamosayenebelia sxva meTodTan SedarebiT.
302
amas ganapirobebs is faqti, rom gamyidvelebisTvis bevrad
ufro advilia xarjebis dadgena, vidre moTxovnis ganviTare-
bis tendenciebis gansazRvra da fasebis sistematuri koreq-
tireba moTxovnis cvlilebebis Sesabamisad. amasTan, dargSi
xarjebis mixedviT fasebis dadgenis dros, erTi da imave sa-
qonlis mwarmoebel sawarmoebs daaxloebiT erTnairi fasebis
daweseba uwevT. fasebis erTnairi donis pirobebSi safaso
konkurencia minimumamde mcirdeba. es meTodi popularulia
imis gamoc, rom ufro samarTliania rogorc myidvelTan, ise
gamyidvelTan mimarTebaSi. gamyidvelebi iReben dabandebuli
kapitalisTvis saTanado mogebas, magram ar SeuZliaT gamdid-
reba moTxovnis gazrdis SemTxvevaSi.
uzaralobis analizi da miznobrivi mogebis miReba
iTvaliswinebs fasisa da saqonlis (an momsaxurebis) warmoe-
bis moculobis dadgenas im odenobiT, rom daifaros xarjebi
da uzrunvelyofili iqnes miznobrivi (sasurveli) mogebis
miReba. am meTods iyenebs amerikuli kompania General Motors.
is avtomobilebze fasebs adgens ise, rom dabandebul kapi-
talze miiRos 15-20 procenti mogeba.
faswarmoqmnis mocemuli meTodi emyareba saqonelze
miznobrivi fasis gansazRvris uzaralobis grafiks(ix. nax.
11.6.). Tu TviTRirebulebaze dafuZnebuli faswarmoqmnis me-
Todi orientirebulia saqonelze, samomxmareblo Rirebule-
bis aRqmaze dafuZnebuli faswarmoqmna orientirebulia mom-
xmarebelze. am SemTxvevaSi fasis dawesebis procesi momxma-
rebelTa saWiroebis da maT mier Rirebulebis aRqmis anali-
ziT iwyeba. analizis Sedegebis mixedviT wesdeba fasi, rome-
lic Seesabameba saqonlis Rirsebebsa da Tvisebebze momxma-
rebelTa warmodgenas.
303
nax. 11.6. saqonlis miznobrivi fasis gansazRvris
uzaralobis grafiki
wyaro: Котлер Ф. Основы маркетинга. Краткий курс. Пер. с

англ. М., 2003, с.302
sxvadasxva segmentis momxmareblis mier saqonlis Ri-

rebulebis gansxvavebulad Sefasebis gamo sxvadasxva tipis
savaWro obieqtSi erTsa da imave saqonelze gansxvavebuli
fasebia. ase, magaliTad, savaWro centr “megalainSi” saqone-
li ufro Zviri Rirs, vidre bazrobaze iq Seqmnili atmosfe-
304
rosa da savaWro obieqtis prestiJulobis gamo, rac saqo-
nels aniWebs damatebiT Rirebulebas.
praqtikuli gamocdilebidan irkveva, rom sxvadasxva
kategoriis momxmarebels saqonlis Rirsebebze aqvs gansxva-
vebuli warmodgena. Sesabamisad, gansxvavebulia maTTvis misa-
Rebi fasebic. Tu saqonelze fasi momxmareblisTvis misaReb
fasze maRali dawesda, ìs ar gaiyideba”. 1991 wels kompania
Mercedes Benz-ma axal modelze ukiduresad maRali fasi _
90 000 dolari daawesa. aseTi fasi miuRebeli aRmoCnda
kompaniis erTguli myidvelebisTvisac ki. amis gamo gayidvis
moculoba 24%-iT Semcirda. kompaniam arsebuli situaciis
gamosasworeblad gamouSva saSualo zomis Sedan 55 800
dolarad.
saqonlis gayidva gaZneldeba maSinac, roca masze mom-
xmareblisTvis misaReb fasze naklebi fasi dawesdeba. am
dros momxmarebeli dabal fass dabal xarisxTan aigivebs da
Tavs aridebs saqonlis yidvas.
faswarmoqmnis mniSvnelovani meTodia sawarmos mier
fasis mimdinare fasebis safuZvelze gansazRvra. am dros sa-
warmoSi nakleb yuradRebas amaxvileben sakuTar xarjebsa da
moTxovnaze da fass ZiriTadi konkurentebis fasebze day-
rdnobiT adgenen. mocemuli konkretuli sawarmos fasi zog-
jer emTxveva konkurenti sawarmos analogiuri saqonlis
fass, zogjer masze metia, zogjerac naklebi. oligopolis-
turi konkurenciis bazarze, sadac iyideba iseTi erTgvarova-
ni produqtebi, rogoricaa, magaliTad, foladi, xorbali,
konkurentebi aweseben erTi da imave fasebs. mcire zomis sa-
warmoebi bazris liderebis fasebs udeben safuZvlad TavianT
fasebs. faswarmoqmna konkurentebis fasebze dayrdnobiT, Se-
iZleba iTqvas, Zalian popularulia. bevri sawarmos xel-
mZRvanelobas mimdinare fasebi miaCnia dargis koleqtiuri
305
sibrZnis gamoxatulebad da kuTvnili mogebis gazrdis saSua-
lebad.
faswarmoqmna egreTwodebuli daxuruli vaWrobis sa-
fuZvelze gamoiyeneba maSin, roca sawarmoebi erTmaneTs upi-
rispirdebian kontraqtis misaRebad. am dros isini fass gan-
sazRvraven ara sakuTari xarjebisa da moTxovnis mixedviT,
aramed konkurentebis mier SeTavazebul fasebze dayrdnobiT.
sawarmos fasi, rogorc wesi, konkurentebis fasebze daba-
lia, magram amis gamo fasi ver iqneba danaxarjebze naklebi.
am SemTxvevaSi sawarmo dazaraldeba.
11.5. faswarmoqmnis strategiebi
faswarmoqmnis procesSi sawarmoebma SeiZleba airCion

erT-erTi Semdegi strategiebidan:
1) `naRebis moxdis” strategia;
2) bazarSi SeRwevis strategia;
3) konkurentuli faswarmoqmnis strategia.
`naRebis moxdis” strategias uwodeben, agreTve, fas-
warmoqmnis bazari-plus strategias. es strategia iTvalis-
winebs maRali fasebis dawesebas konkurentebis fasebTan Se-
darebiT. is, ZiriTadad, gamoiyeneba saqonlis bazarze gatanis
etapze, roca saqonels ara hyavs konkurenti an kidev konku-
rentTa ricxvi mcirea. Tumca zogjer `naRebis moxdis”
strategiis gamoyenebas sawarmoebi saqonlis sasicocxlo
ciklis sxva etapzec agrZeleben. am strategiiT gamoitanes
bazarze kompania Polaroid-is pirveli fotoaparatebi. maRali
fasis daweseba SesaZlebeli gaxada saqonlis unikalurobam.
SemdgomSi kompaniam asortimenti gaafarTova ufro dabalfa-
siani fotoaparatebiT, romlebic gankuTvnili iyo momxmare-
belTa farTo fenebisTvis. amasTan, kompanias ar Seuwyvetia
ZviradRirebuli fotoaparatebis warmoeba. `naRebis moxdis”
306
strategias warmatebiT iyenebs mikrosqemebis mwarmoebeli
amerikuli kompania Intel.
specialistTa azriT, `naRebis moxdis” strategiis
gamoyeneba sworia Semdeg pirobebSi: maRal fass Seesabameba
saqonlis maRali xarisxi da imiji; bazarze ZviradRirebuli
saqonlis potenciuri myidvelebi arian sakmarisi raodeno-
biT; konkurentebs ara aqvT SesaZlebloba awarmoon da ba-
zarze gaitanon analogiuri saqoneli.
`naRebis moxdis” strategia saSualebas aZlevs sawar-
moebs swrafad amoiRon samecniero-kvleviT samuSaoebze gawe-
uli danaxarjebi, miiRon maqsimaluri Semosavali konkurenti
sawarmoebis mier bazrisTvis analogiuri saqonlis miwode-
bamde, gaakontrolon moTxovna sasicocxlo ciklis sxvadas-
xva etapze da Seusabamon maT TavianTi sawarmoo simZlavree-
bi.
specialistTa nawilis azriT, `naRebis moxdis” stra-
tegias aqvs erTi didi nakli _ is izidavs konkurentebs.
amis gamo mocemuli konkretuli sawarmo iZulebuli xdeba
Seamciros maRali fasi.
xangrZlivi drois manZilze `naRebis moxdis” strate-
giis gamoyenebis SesaZleblobas sawarmoebs aZlevs axali sa-
qonlis patentiT dacva. ase, magaliTad, kompania Gillette-ma
35 patenti aiRo imisTvis, rom Tavisi saparsi mowyobilobe-
bis sistemisTvis _ bazarze aecilebina konkurencia.
bazarSi SeRwevis strategia, anu faswarmoqmna saxel-
wodebiT bazari-minus, iTvaliswinebs axal saqonelze kon-
kurentebTan SedarebiT dabali fasis dawesebas. am strategi-
is mizania bazarSi Rrmad da swrafad SeRweva. dabali fasis
dawesebiT SesaZlebeli xdeba saqonlis gasaRebis moculobis
gadideba. am strategiis gamoyeneba yvelaze karg Sedegs iZ-
leva im saqonelsa da momsaxurebaze, romlebzec moTxovna
maRalelastikuria.
307
bazarze SeRwevis strategia izidavs fasis sidideze
mgrZnobiare momxmareblebs, romelTa ricxvi dReisTvis sakma-
od maRalia, miT umetes saqarTveloSi, sadac momxmareblis
udidesi nawilis cxovrebis done dabalia. rogorc gamok-
vlevebi aCvenebs, aSS-Si aRniSnul strategias regularulad
iyenebs kompaniaTa daaxloebiT 25 procenti.
specialistTa azriT, bazarSi SeRwevis strategiis
gamoyeneba xelsayrelia im SemTxvevaSic, roca warmoebis di-
di masStabebis gamo sawarmoo da marketinguli xarjebi
mcirdeba.
amerikeli profesori maikl porteri Tvlis, rom fa-
sebis Semcireba kargs arafers moutans kompanias, Tu analo-
giur nabijs konkurentebic gadadgamen. cxadia, kompaniebi,
romelTa menejerebic iziareben am mosazrebas, dabal fasebs,
rogorc konkurenciuli brZolis iaraRs, ar gamoiyeneben.
isini upiratesobas aniWeben konkurentuli faswarmoqmnis
strategias. aseTi kompaniebis ricxvi Zalian didia. es stra-
tegia farTod gamoiyeneba saqarTveloSic, pirvel rigSi, sa-
calo vaWrobaSi.
konkurentuli faswarmoqmnis strategia iTvaliswi-
nebs bazarze gasvlas konkurentebis fasebis analogiuri fa-
sebiT. amiT sawarmo cdilobs Seamciros fasis, rogorc sa-
qonlis konkurentunarianobis ganmsazRvreli faqtoris, mniS-
vneloba. konkurentuli faswarmoqmnis gamomyenebel sawarmo-
ebs yuradReba gadatanili aqvT produqtze, saqonelmoZraoba-
sa da bazarze win wawevis RonisZiebebze.
amrigad, praqtikul marketingSi gamoiyeneba faswar-
moqmnis sami alternatiuli strategia: `naRebis moxdis”
strategia, bazarSi SeRwevis strategia da konkurentuli
faswarmoqmnis strategia. `naRebis moxdis” strategias sa-
warmoebi iyeneben im produqtze, romelsac ar hyavs aSkara
konkurenti. bazarSi SeRwevis strategia gamoiyeneba im
308
dros, roca konkurentuli produqtebis ricxvi sakmaod di-
dia. konkurentul faswarmoqmnas mimarTaven im SemTxvevaSi,
roca sawarmoebi konkurentebTan dapirispirebas ara fasiT,
aramed sxva marketinguli faqtorebis gamoyenebiT amjobine-
ben.
6.6. fasebis koreqtireba
sawarmoebi fasebis Tavdapirveli sididis koreqtire-

bas axorcieleben sabazro situaciebis mixedviT. fasebis ko-
reqtirebis mizani SeiZleba iyos:
1) momxmarebelTa garkveuli qcevis waxaliseba;
2) sxvadasxva tipis momxmareblis moTxovnis dakmayo-
fileba;
3) sxvadasxva regionSi mcxovrebi momxmareblis moT-
xovnis dakmayofileba;
4) momxmarebelTa moTxovnis waxaliseba sezonis, Tve-
ebis, kvirebis, dReebis da dRe-Ramis saaTebis mixed-
viT;
5) gasaRebis stimulireba;
6) saqonlis sazRvargareT gayidvis waxaliseba.
fasebis koreqtirebis miznebis Sesabamisad praqtikul
marketingSi ganasxvaveben faswarmoqmnis Semdeg saxeebs:
1) faswarmoqmna daTmobebis da CaTvlebis sistemis ga-
moyenebiT;
2) diferencirebuli faswarmoqmna;
3) faswarmoqmna momxmareblis fsiqologiaze day-
rdnobiT;
4) faswarmoqmna geografiuli principis Sesabamisad;
5) faswarmoqmna gasaRebis stimulirebisTvis;
6) faswarmoqmna saerTaSoriso bazarze.
309
faswarmoqmna daTmobebis da CaTvlebis sistemis gamo-
yenebiT miznad isaxavs sawarmoebis Tavdapirveli fasis ko-
reqtirebas momxmarebelTa wasaxaliseblad, angariSebis va-
damde gasanaRdeblad, sabiTumo da sezonTaSorisi gayidvebis
gasaaqtiureblad.
angariSebis operatiulad ganaRdebis waxalisebisTvis
gamoyenebul daTmobas uwodeben daTmobas naRdi an vadamde
angariSsworebisTvis. am daTmobis arsi gamoixateba operati-
uli gadamxdelebisTvis fasebis SemcirebaSi. diskontis pi-
robebi Cveulebriv garkveuli drois manZilze grZeldeba. ma-
galiTad, aSS-Si operatiuli angariSsworebisTvis daTmobis
tipiuri piroba, _ `2/10-30 dRe”, _ niSnavs imas, rom mom-
xmarebelma saqonlis Rirebuleba unda aanazRauros 30 dRis
ganmavlobaSi, magram 10 dRis vadaSi gadaxdis SemTxvevaSi
momxmarebels gadasaxdeli Tanxa Seumcirdeba 2%-iT. aseTi
daTmoba tradiciulad bevr dargSi gamoiyeneba da xels uw-
yobs gamyidvelTa likvidurobasa da kreditebis aRebasTan
dakavSirebuli xarjebis Semcirebas.
fasebis koreqtirebaSi did rols asrulebs sabiTumo
daTmobebis sistema. sabiTumo daTmoba miecema myidvels pro-
duqtis didi raodenobiT yidvis dros. ase, magaliTad, myid-
velma 100 calze naklebi televizoris yidvisas SeiZleba
erT cal televizorSi gadaixados ufro meti fasi, vidre
100 da meti televizoris yidvis dros. Sesyidvis moculo-
bisgan damokidebulebiT daTmobis myidvelisTvis micemis sa-
Sualebas gamyidvels aZlevs sasaqonlo maragis Senaxvisa da
saqonlis transportirebis SedarebiT mcire xarjebi. sabi-
Tumo daTmobebis sistema xels uwyobs myidvelsa da gamyid-
vels Soris xangrZlivi da stabiluri urTierTobis Camoya-
libebas.
310
arsebobs e.w. funqciuri daTmobebis sistema. funqciu-
ria daTmoba, romelsac iReben saqonlis gayidviTa da Senax-
viT dakavebuli organizaciebi da sawarmoebi.
sezonuri daTmoba miecema myidvels saqonlis da mom-
saxurebis SesyidvisTvis sezonTaSoris periodSi. am tipis
daTmoba gamyidvels mTeli wlis ganmavlobaSi gayidvis mocu-
lobis stabiluri donis SenarCunebis saSualebas aZlevs.
daTmobis specifikuri saxea fasebis Semcireba Zveli
saqonlis Cabarebis SemTxvevaSi. am dros sapreiskuranto
fass akldeba Cabarebuli Zveli saqonlis Rirebulebis Sesa-
bamisi Tanxa. fasebis aseT Semcirebas CaTvlas uwodeben. fa-
sebis amgvari Semcirebis ZiriTadi saxe sabazro ekonomikis
qveynebSi aris Semxvedri vaWroba, romelic yvelaze xSirad
gamoiyeneba xangrZlivi moxmarebis saqonlis, pirvel rigSi
ki avtomobilebis, gayidvis dros. mwarmoeblebs dilerebis
gasaaqtiureblad umcireben fasebs sareklamo programaSi mo-
nawileobisa da gasaRebis stimulirebisTvis.
zogjer mwarmoeblebi specialur daTmobebs individu-
alurad aZleven maTTan xangrZlivi periodis manZilze kon-
taqtSi myof myidvelebs.
diferencirebuli faswarmoqmna iTvaliswinebs fasebis
diferenciacias momxmareblebis, saqonlis, adgilmdebareobis
da drois mixedviT. aseTi midgomiT dawesebul fasebs ganvi-
Tarebul qveynebSi diskriminaciul fasebs uwodeben.
momxmarebelTa tipis mixedviT fasebis diferenciacia
gulisxmobs sxvadasxva tipis momxmareblisTvis gansxvavebu-
li fasis SeTavazebas. ase, magaliTad, ganviTarebul qveynebSi
zogierTi saxis saqoneli da momsaxureba studentebze iyide-
ba Semcirebuli fasebiT. saqarTveloSi, magaliTad, momxmare-
belTa tipis mixedviT aris gansxvavebuli metropoliteniT
da transportiT sargeblobis tarifebi.
311
fasebis diferenciacia saqonlis tipis mixedviT iTva-
liswinebs gansxvavebuli fasis dawesebas saqonlis sxvadas-
xva variantze.
fasebis diferenciacia adgilmdebareobis Sesabamidad
erTsa da imave saqonelze sxvadasxva fasis dadgeniT gamoixa-
teba qveynis sxvadasxva nawilSi erTnairi xarjebis pirobeb-
Sic ki.
rac Seexeba fasebis diferenciacias droSi, igi gu-
lisxmobs gansxvavebuli fasebis dawesebas sezonis, Tveebis,
kvirebis da zogjer dRe-Ramis monakveTis mixedviTac ki. ase,
magaliTad, internetiT sargebloba Ramis saaTebSi ufro ia-
fia, vidre dRis saaTebSi.
faswarmoqmna momxmareblis fsiqologiaze dayrdnobiT
gamoixateba fasis fsiqologiuri zemoqmedebis unaris gamoye-
nebaSi saqonlis realizaciis dasaCqareblad. fasis fsiqolo-
giuri zemoqmedebis Sedegia is faqti, rom maRali fasis pi-
robebSi saqoneli kargad iyideba, radgan momxmareblebi maRal
fass maRal xarisxTan aigiveben. zogjer or TiTqmis erTnair
saqonelze fasebis umniSvnelo gansxvavebac ki afiqrebinebs
momxmarebels, rom ufro maRalfasiani saqoneli maRalxaris-
xiania. am SemTxvevaSi SedarebiT dabalSemosavliani momxmareb-
lebi fiqroben, rom maTTvis momgebiani ufro dabalfasiani sa-
qonlis yidvaa. Tumca fasTa Soris sxvaoba SeiZleba ramdenime
lari an TeTric ki iyos.
sawarmoTa didi nawili saqonelze fasebs awesebs ge-
ografiuli principis mixedviT. am principis Sesabamisad gan-
sxvavebuli fasi wesdeba qveynis sxvadasxva nawilSi mcxovre-
bi momxmareblebisTvis. es principi iTvaliswinebs, Tavis
mxriv, faswarmoqmnis Semdeg saxeebs:
1) fasebis dadgena warmoebis adgilidan momxmareblis
sacxovrebel adgilamde mitanis xarjebis gaTvaliswinebiT.
aseTi midgomis pirobebSi myidvelebi TviTon anazRaureben
312
satransporto xarjebs. amitom iTvleba is faswarmoqmnis
yvelaze samarTlian meTodad. amasTan faswarmoqmnis aseT
wess axasiaTebs naklovanebac _ saqonlis warmoebis adgili-
dan Sors mcxovrebi momxmareblebisTvis mocemuli sawarmos
saqonlis yidva ar aris momgebiani, ris gamoc isini sxva sa-
warmos saqonlis myidvelebi xdebian.
2) yvela momxmareblisTvis erTiani fasis dadgena.
am SemTxvevaSi saqonlis transportirebaSi, sacxovrebeli
adgilis miuxedavad, yvela momxmarebeli erTsa da imave Tan-
xas ixdis.
3) zonaluri faswarmoqmna. am dros bazari iyofa
zonebad, romelTa mixedviTac mwarmoeblebi adgenen gansxvave-
bul fasebs. rac ufro Sors mdebareobs damamzadebeli sa-
warmodan esa Tu is zona, miT maRalia saqonlis fasi.
4) faswarmoqmna sabaziso punqtebis safuZvelze. am
SemTxvevaSi ama Tu im qalaqs gamyidveli irCevs sabaziso
punqtad. gasayidi fasi gaiangariSeba sapreiskuranto fasze
sabaziso qalaqidan myidvelamde saqonlis mitanis xarjebis
Tanxis damatebiT. faqtobrivad mniSvneloba ara aqvs myidve-
lis sacxovrebel adgilamde romeli qalaqidan gadaizideba
saqoneli.
5) faswarmoqmna gamyidvelis mier gadazidvis xarje-
bis anazRaurebiT. aseT faswarmoqmnis wess gamyidveli iye-
nebs maSin, roca surs miizidos momxmarebeli, SeaRwios
axal bazarSi an SeinarCunos pozicia arsebul bazarze.
gasaRebis stimulirebisTvis sawarmoebi droebiT sap-
reiskuranto fasebze dabal fasebs aweseben. aris iseTi Sem-
Txvevebic, roca gasayidi fasi TviTRirebulebazec ki nakle-
bia.
saerTaSoriso doneze movaWre sawarmoebi fasebs
qveynebis mixedviT aweseben. zogjer fasebi yvela qveynisTvis
erTnairia, zogjer ki gansxvavebuli. qveynebis mixedviT gan-
313
sxvavebuli fasebis dawesebis safuZvelia gansxvaveba saqon-
lis gadazidvisa da Senaxvis xarjebSi, agreTve, adgilobrivi
bazrebis specifikuri Taviseburebebi.
XI TavSi gamoyenebuli marketinguli terminebi:
fasi
wminda konkurenciis bazari
monopolisturi konkurenciis bazari
oligopolisturi konkurenciis bazari
wminda monopoliis bazari
moTxovnis elastikuroba
moTxovnis elastikurobis koeficienti
faswarmoqmnis meTodi_saSualo danaxarjebs plus mogeba
faswarmoqmnis meTodi_uzaralod muSaobis analizi da miz-
nobrivi mogebis miReba
faswarmoqmnis meTodi dafuZvnebuli momxmareblis mier sa-
qonlis Rirebulebis aRqmaze
faswarmoqmnis meTodi dafuZvnebuli fasebis mimdinare done-
ze
fasebis dadgena daxuruli vaWrobis mixedviT
faswarmoqmnis strategiebi
“naRebis moxdis” strategia
bazarSi SeRwevis strategia
konkurentuli faswarmoqmnis strategia
fasebis koreqtireba
diferencirebuli faswarmoqmna
daTmoba
sabiTumo daTmoba
funqciuri daTmoba
sezonuri daTmoba
CaTvla
diskriminaciuli fasi
314
erTiani fasi
zonaluri fasi
reziume
fasi aris is ZiriTadi elementi, romelmac unda uz-

runvelyos sawarmoebis mier gaweuli danaxarjebis amoReba
da momgebianad muSaoba. es SesaZlebelia mxolod realuri
fasebis dawesebis pirobebSi. amitom aqceven sawarmoebi did
yuradRebas fasebis sididis gansazRvras da mis koreqtire-
bas sabazro situaciebis Sesabamisad.
fasebis sididis sworad gansazRvrisTvis aucilebelia
fasebis sidideze moqmedi faqtorebis analizi da faswarmoq-
mnis meTodis dadgena.
fasebis sidideze moqmed mravalricxovan faqtorebs yo-
fen or jgufad: Sinagan faqtorebad da garegan faqtorebad.
Sinagan faqtorebSi Sedis: marketinguli miznebi, marketingu-
li strategia da danaxarjebi, garegan faqtorebSi ki momxma-
rebeli, bazris xasiaTi da konkurentebis fasebi.
fasis qveda zRvars gansazRvravs xarjebi, xolo zeda
zRvars moTxovna. fasma aucileblad unda aanazRauros sa-
qonlis warmoebasa da realizaciaze gaweuli yvela saxis
danaxarji da uzrunvelyos sawarmo mogebis samarTliani si-
didiT. verc erTi sawarmo ver gayidis saqonels moTxovnaze
maRal fasSi. SeiZleba iTqvas, rom realuri fasi swored
moTxovnis mixedviT dgindeba. cxadia, Tu fasi aRemateba mom-
xmareblis myidvelobiT unars da misi dawesebis dros ar ga-
iTvaliswineben momxmareblis mier misi faseulobis aRqmis
SesaZleblobebs, saqoneli ar gaiyideba. vinaidan myidvelobi-
Tunariani momxmareblebis sxvadasxva kategoria sxvadasxvag-
varad afasebs saqonlis niSan-Tvisebebs, sawarmoebi TavianTi
fasebis manevrirebas bazris segmentebis mixedviT axorciele-
ben.
315
fasisa da moTxovnis kavSiris simWidrove elastikuro-
bis koeficientiT gamoisaxeba. fasis mimarT moTxovnis elas-
tikurobis dros momxmareblebi erTi saqonlidan meore sa-
qonlis yidvaze gadadian, araelastikurobis dros ki moce-
muli saqonlis erTgulni rCebian. fasebis sididis dadgenis
procesSi fasis da moTxovnis kavSirs sawarmoebi did yu-
radRebas uTmoben.
faswarmoqmnis meTodebs ganasxvaveben faswarmoqmnaSi ga-
moyenebuli midgomebis mixedviT. saerTod, faswarmoqmna sam
midgomas emyareba. esenia: danaxarjebze dafuZvnebuli faswar-
moqmna, produqtis Rirebulebis aRqmaze dafuZvnebuli fas-
warmoqmna da konkurenciaze dafuZvnebuli faswarmoqmna.
danaxarjebze dafuZnebuli fawarmoqmnis meTodebia: sa-
Sualo danaxarjebs plus mogeba da uzaralod muSaobis ana-
lizi da miznobrivi mogebis miReba. produqtis konkurencia-
ze dafuZnebul faswarmoqmnis meTodebs miekuTvneba: fasis
dadgena mimdinare fasebis safuZvelze da fasis dadgena da-
xuruli vaWrobis mixedviT. meTodi faswarmoqmna dafuZnebu-
li momxmareblis mier saqonlisa da momsaxurebis Rirebule-
bis aRqmaze efuZneba momxmareblis mier produqtis faseu-
lobis Sefasebas.
faswarmoqmnis procesSi sawarmoebi Cveulebriv iyeneben
Semdegi sami strategiidan erT-erTs: “naRebis moxdis” stra-
tegias, bazarSi SeRwevis strategias, konkurentuli faswar-
moqmnis strategias. “naRebis moxdis” strategia iTvaliswi-
nebs konkurentebTan SedarebiT maRali fasebis dawesebas. es
strategia gamoiyeneba, upiratesad, produqciis bazarze ga-
tanis etapze. bazarSi SeRwevis strategia gulisxmobs kon-
kurentebTan SedarebiT dabali fasebis dawesebas. am strate-
giis mizania bazarSi swrafad da Rrmad SeRweva da mogebis
miReba realizaciis moculobis gadidebiT. konkurentuli
faswarmoqmnis strategiis gamoyenebis dros sawarmoebs pro-
316
duqti bazarze gaaqvT konkurentebis fasebis analogiuri fa-
sebiT. am dros sawarmoebi cdiloben konkurentebs daupiris-
pirdnen ara fasiT, aramed sxva marketinguli faqtorebiT.
momxmarebelTa garkveuli qcevis waxalisebis, ama Tu im
tipis an regionis momxmarebelTa moTxovnis dakmayofilebis,
sezonis, Tveebis kvirebis, dReebis, dRe-Ramis saaTebis mixed-
viT moTxovnis waxalisebis, gasaRebis stimulirebis, saqon-
lis sazRvargareT gayidvis waxalisebis .mizniT sawarmoebi
axorcieleben fasebis koreqtirebas. amis Sesabamisad ganas-
xvaveben faswarmoqmnis Semdeg saxeebs: faswarmoqmna daTmobe-
bis da CaTvlebis sistemis gamoyenebiT, diferencirebuli
faswarmoqmna, faswarmoqmna momxmareblis fsiqologiaze day-
rdnobiT, faswarmoqmna geografiuli principis mixedviT,
faswarmoqmna gasaRebis stimulirebis mizniT, faswarmoqmna
saerTaSoriso bazrebze. TiToeul SemTxvevaSi sawarmos in-
teresebis Sesabamisad fasis sidide gansxvavebulia.
317
Tavi 12. integrirebuli marketinguli
komunikaciebi
XII Tavis swavlebis miznebi

1) marketinguli komunikaciebis da integrirebuli
marketinguli komunikaciebis cnebebis Camoyali-
beba;
2) marketinguli komunikaciebis rolis axsna sa-
warmoTa miznebis miRwevaSi;
3) komunikaciuri procesis etapebis daxasiaTeba;
4) marketinguli komunikaciebis biujetis dadgenis
meTodebis SedarebiTi daxasiaTeba;
5) marketinguli komunikaciebis saxeebis aRwera.
12.1. marketinguli komunikaciebis da integrirebuli marke-

tinguli komunikaciebis cnebebis Sinaarsi
sawarmos saqmianobis efeqtianoba damokidebulia ara

mxolod xarisxiani saqonlis warmoebaze, fasebis sworad
dawesebasa da saqonlis momxmareblamde droulad mitanaze,
aramed sawarmosa da misi saqonlis Sesaxeb momxmareblis in-
formirebis proceszec.
Tanamedrove sawarmoebi momxmarebls informacias aw-
vdian marketinguli komunikaciebis gamoyenebiT.
marketingul komunikaciebs uwodeben myidvelisa da
gamyidvelis urTierTdamokidebulebasTan dakavSirebul,
sxvadasxva medianuri saSualebebiT gavrcelebul Setyo-
binebas.
marketinguli komunikaciebis kompleqss bazarze saqon-
lis win wawevis kompleqssac uwodeben. is moicavs reklamas,
318
gasaRebis stimulirebas, sazogadoebasTan urTierTobas da
personalur gayidvas.
marketinguli komunikaciebis kompleqsis yoveli ele-
menti momxmareblisTvis informaciis miwodebis specifikuri
xerxebiT xasiaTdeba. magram, romeli wyarodanac ar unda mi-
iRos momxmarebelma informacia, is Seexeba saqonels an mom-
saxurebasa da sawarmos.
momxmarebelze efeqtianad zemoqmedebisTvis aucilebe-
lia sxvadasxva wyarodan miwodebuli Setyobinebebis koor-
dinacia, rac xels Seuwyobs momxmareblis darwmunebas miRe-
buli informaciis utyuarobaSi. amis miRweva SesaZlebelia
integrirebuli marketinguli komunikaciebis gamoyenebiT.
integrirebul marketingul komunikaciebSi igulisxmeba
momxmarebelze mizanmimarTulad moqmedi, unificirebu-
li, mastimulirebeli Setyobinebis misaRebad ganxorcie-
lebuli, yvela saxis saqmianobis koordinacia.
integrirebuli marketinguli komunikaciebi iwyeba imis
gaazrebiT, Tu ra surs momxmarebels. mxolod amis Semdeg
eqceva yuradRebis centrSi saqoneli da sawarmo. amitom
momxmareblisken gagzavnil SetyobinebaSi aqcenti keTdeba ara
imdenad produqtze, ramdenadac momxmareblis interesebze.
sxvadasxva wyarodan miRebuli informaciis pirobebSic ki
sruliad SesaZlebelia momxmarebelma miRebuli informacia
aRiqvas rogorc bazarze specialurad gatanili saqonlis
reklama.
Tu momxmarebels miewodeba urTierTgamomricxavi in-
formacia, sawarmo ndobas kargavs momxmareblis TvalSi. cxa-
dia, Tu reklamaSi erT ramezea saubari, fasebi meores `Ra-
Radeben~, sawarmos warmomadgenlebi mesames umtkiceben mom-
xmarebels, internetSi ki sruliad gansxvavebuli informaci-
aa ganTavsebuli, momxmarebeli sawarmos da mis xelmZRvane-
lobas ar endoba. amitom sawarmo ar unda Semoifarglos
319
momxmarebelTan kontaqtis tradiciuli meTodebiT da saTana-
do yuradReba unda dauTmos, agreTve, SefuTvas, produqciis
demonstrirebas, interaqtiuli saSualebebis gamoyenebas da
a.S. integrirebuli midgomis dros SesaZlebelia unificire-
bili da urTierTdakavSirebuli informaciis miwodeba. amiT
Tavidan iqneba acilebuli momxmareblis eWvi araswori in-
formaciis miwodebaze.
12.2. marketinguli komunikaciebis mizani
marketinguli komunikaciebis mizania saqonlis reali-

zaciis procesis daCqareba da rac SeiZleba meti mogebis mi-
Reba. am miznis miRweva, specialistebis azriT, SesaZlebelia
Semdegi amocanebis gadawyvetiT:
1) sawarmosa da misi saqmianobis Sesaxeb momxmareb-
lis da mTeli sazogadoebis informireba;
2) moTxovnis amaRleba;
3) produqciis diferenciacia;
4) produqciis faseulobaze xazgasma;
5) gayidvis moculobis stabilizacia.
momxmareblebisa da sazogadoebis sxva dainteresebuli
pirebisTvis sawarmosa da saqonlis Sesaxeb informaciis mi-
wodeba aris marketinguli komunikaciebis tradiciuli fun-
qcia. am funqciis realizacia xorcieldeba stimulirebis me-
Todebisa da xerxebis gamoyenebiT, sazogadoebasTan urTier-
Tobis sistemiT, personaluri gayidviT.
saqonlis yidviT momxmarebelTa dainteresebaSi did
rols produqtis diferencireba asrulebs. am SemTxvevaSi
sawarmos SeuZlia fasis faqtoris momxmarebelTa dasainte-
reseblad moxerxebulad gamoyeneba.
320
metad mniSvnelovania momxmareblisTvis informaciis mi-
wodebis procesSi pruduqtis faseulobaze xazgasma. momxma-
rebelebs unda auxsnan, Tu ratomaa misTvis sasargeblo ama
Tu im produqtis yidva da ratom aris produqtis fasi ma-
Rali.
marketinguli komunikaciebiT SesaZlebelia saqonlis
gayidvis daCqareba sezonTaSoris periodSi.
12.3. komunikaciuri procesis etapebi
komunikaciur procesSi igulisxmeba informaciis gac-

vla or mxares, mocemul SemTxvevaSi, sawarmosa da momxma-
reblebs Soris. komunikaciuri procesi xorcieldeba Semdegi
TanamimdevrobiT:
1) informaciis gamgzavni iRebs gadawyvetilebas gadasa-
cemi informaciis xasiTze;
2) Semdeg xorcieldeba gadasacemad SerCeuli informaci-
is kodireba, anu informaciis simboloebiT gadmocema;
3) amas moyveba kodirebuli informaciisTvis mimarTvis
formis micema da misi gadacema informaciis gadasag-
zavnad SerCeuli arxebisTvis;
4) bolo etapze mimRebi iRebs informacias, romlis de-
kodirebis safuZvelze is gamoxatavs Tavis damokide-
bulebas da sxvadasxva formiT exmaureba informaciis
gamgzavns (ix. nax. 12.1.).
321
nax. 12.1.. komunikaciuri procesi sawarmosa da momxmareblebs
Soris
informacias sawarmos marketingis samsaxuri arCevs

imis mixedviT, Tu ra saxis sapasuxo reaqciis miReba surs
miznobrivi auditoriis mxridan. cxadia, yvelaze ukeTesi sa-
warmosTvis momxmareblis mier misi saqonlis yidvaa. magram
yidvaze gadawyvetilebis miReba uceb ar xdeba. saWiroa miz-
nobrivi momxmareblis Seqmnil mdgomareobaSi garkveva, Tun-
dac mxolod imis codna, Tu ra saxis saqoneli miewodeba
bazars. amis miRweva SeiZleba martivad – mimarTvaSi saqon-
lis dasaxelebis sistematuri gameorebiT. am SemTxvevaSic
droa saWiro imisTvis, rom momxmarebeli gaerkves viTareba-
Si. Semdeg etapze sawarmos marketingis samsaxuri unda eca-
dos, rom momxmarebels miawodos saqonelsa da sawarmosTan
dakavSirebuli sxva saxis informacia. miwodebuli informa-
ciiT miznobriv momxmarebels saqonelze SeiZleba Camouya-
libdes negatiuri an dadebiTi damokidebuleba. SeiZleba
isec moxdes, rom miznobrivi momxmareblisTvis sul erTi
iyos ama Tu im saqonlis gamotana bazarze. sawarmos marke-
tingis specialistebi miznobrivi momxmareblis mier saqon-
lis mimarT gamovlenili damokidebilebis Sesabamisad amuSa-
322
veben TavianTi Semdgomi moqmedebis gegmas. Tu miznobrivi
momxmarebeli uaryofiTad aris ganwyobili saqonelze, unda
gairkves mizezi. amis Semdeg miiReba gadawyvetileba misawo-
debel informaciaze. cxadia, unda SeirCes iseTi informacia,
romelic sawarmosa da saqonlze momxmarebelSi gamoiwvevs
dadebiT emociebs. Tu momxmareblis uaryofiTi damokidebu-
lebis safuZveli realuria, e.i. Tu saqoneli Tavisi Tvisebe-
biT ar imsaxurebs dadebiT Sefasebas, pirvel rigSi, saWiroa
saqonlis gaumjobesebaze zrunva, SemdegSi ki komunikaciuri
politikis SemuSaveba.
zogjer isec xdeba, rom miznobrivi momxmarebeli sa-
qonlis mimarT dadebiTad aris ganwyobili, magram ar aniWebs
mas upiratesobas konkurentebis saqonelTan SedarebiT. am
dros komunikaciuri politikis mizani saqonlis Tvisebebze,
mis xarisxze xazgasmaa. aris SemTxvevebi, roca miznobrivi
auditoria mocemuli konkretuli sawarmos saqonels konku-
rentebis saqonelTan SedarebiT upiratesobas aniWebs, magram
mainc ar aris darwmunebuli misi yidvis aucileblobaSi. am
dros marketologi unda ecados komunikaciuri politikas
imgvarad ganxorcielebas, rom miznobriv momxmarebels misi
yidvis aucileblobis rwmena Camouyalibdes. SeiZleba zog-
jer miznobrivi momxmarebeli darwmunebulic iyos romelime
konkretuli sawarmos saqonlis yidvis aucileblobaSi, mag-
ram mainc Tavs ikavebdes misi yidvisgan. aseT SemTxvevaSi
mxolod patara biZgis micemaa sakmarisi imisTvis, rom mom-
xmarebelma SeiZinos saqoneli. biZgis micemisTvis mimarTaven
fasebis Semcirebas, yidvis SemTxvevaSi premirebas, an kidev
informacias awvdian imis Taobaze, rom mocemuli konkretu-
li saqoneli momavalSi bazars aRar miewodeba.
maSasadame, komunikaciuri kampania damokidebulia po-
tenciuri myidvelis yidvisTvis mzadyofnis mdgomareobaze.
swored amis Sesabamisad ganisazRvreba myidvelisTvis mimar-
323
Tvis Sinaarsi, struqtura da forma.
mimarTvis Sinaarsma aucileblad unda moizidos momxma-
rebeli. amisTvis aucilebelia mimarTvaSi xazi gaesvas saqon-
lis xarisxs da saeqspluatacio Tvisebebs, im sargebels,
romelsac miiRebs momxmarebeli saqonlis yidviT. Tu saqone-
li gankuTvnilia dabalSemosavliani momxmareblisTvis, mniS-
vnelovania xazgasma moxmarebisas mis ekonomiurobaze. mimar-
Tvis Sinaarsma gansazRvruli emociebi unda gamoiwvios mom-
xmarebelSi, rom man iyidos saqoneli an momsaxureba. SiSis,
danaSaulis an sircxvilis grZnoba, romelic xSirad Tan ax-
lavs momxmareblis informirebas, ubiZgebs mas saqonlis yid-
visken.
mimarTvis struqturac did rols asrulebs sawarmos
sasargeblod momxmarebelze zemoqmedebis moxdenaSi. karg Se-
degs iZleva mimarTvis dasawyisSi yvelaze arsebiTi xasiaTis
argumentebze xazgasma.
komunikaciebs erTi didi upiratesoba aqvs, SeiZleba
informaciis miwodebisTanave ukukavSiris damyareba.
specialistebi pirovnuli komunikaciebis arxebs yofen
sam jgufad: axsna-ganmartebiT-propagandistuli, eqspertul-
SefasebiTi da sazogadoebriv-sayofacxovrebo. axsna-ganmarte-
biT-propagandistul arxebSi erTmaneTTan kontaqts amyareben
sawarmos savaWro personalis warmomadgenlebi da myidvele-
bi. eqspertul-SefasebiT arxs qmnian damoukidebeli, specia-
luri codniT aRWurvili adamianebi, romlebic miznobrivi
auditoriis winaSe gansazRvruli gancxadebiT wardgebian. sa-
zogadoebriv-sayofacxovrebo arxSi erTiandebian mezoblebi,
megobrebi, kolegebi, ojaxis wevrebi.
pirovnebaTSorisi komunikaciebi did rols asrulebs
ZviradRirebuli saqonlis yidvis procesSi. am dros adamia-
nebi Zalian frTxiloben da riskisgan dazRvevis mizniT ma-
sobrivi informaciis saSualebebidan miRebuli informaciis
324
dazustebas cdiloben im adamianebTan, romlebic mocemul
konkretul saqonelSi erkvevian.
arapirovnuli xasiaTis komunikaciur arxebs miekuTvne-
ba masobrivi da SerCeviTi zemoqmedebis saSualebebi, specifi-
kuri atmosfero, sxvadasxva RonisZiebebi.
masobrivi da SerCeviTi zemoqmedebis saSualebebSi
Sedis beWdviTi reklama, reklama radiosa da televiziaSi,
reklama dafebisa da trafaretebis gamoyenebiT.
specifikur atmosferoSi igulisxmeba momxmarebelze
zemoqmedebis mosaxdenad specifikuri xasiaTis RonisZiebebis
Catareba, rogoricaa, magaliTad, pres-konferenciebi ama Tu
im movlenasTan dakavSirebiT.
momxmareblisTvis miwodebuli informaciis zemoqmedeba
Zlieria, roca miwodebis wyaro gamoirCeva profesionaliz-
miT da wesierebiT. didi mniSvneloba aqvs, agreTve, imas, Tu
ramdenad mimzidvelad SeZlebs komunikaciuri arxi informa-
ciis miznobrivi auditoriisTvis gadacemas.
informaciis miRebis Semdeg miznobrivi auditoria iw-
yebs mis aRqmas dekodirebis gziT, gamoxatavs Tavis damoki-
debulebas miwodebuli informaciis mimarT da amyarebs an
cdilos daamyaros ukukavSiri informaciis gamgzavnTan.
12.4. marketinguli komunikaciebis biujetis Sedgena
sawarmom winaswar unda gadawyvitos, Tu ra raodeno-

bis saxsrebs gamoiyenebs produqtis bazarze win wawevis Ro-
nisZiebebis dasafinanseblad. Cveulebriv am sakiTxs oTxi me-
Todis gamoyenebiT gadawyveten. es meTodebia:
1) gayidvis moculobidan procentuli wilis mixedviT
saxsrebis dadgenis meTodi;
2) naRdi saxsrebis sazRvrebSi marketinguli komunika-
325
ciebis biujetis gansazRvis meTodi;
3) konkurentebis mixedviT marketinguli komunikacie-
bis saxsrebis dadgenis meTodi;
4) marketinguli komunikaciebisTvis saWiro saxsrebis
sawarmos miznebisa da amocanebis safuZvelze gan-
sazRvris meTodi (ix. nax. 12.2).
nax. 14..2. marketinguli komunikaciebis biujetis Sedgenis

meTodebis damaxasiaTebeli niSnebi
saqonlis bazarze win wawevisTvis saxsrebis dadgena

gayidvidan procentuli wilis safuZvelze iTvaliswinebs bi-
ujetis gansazRvras wina wlis faqtiuri maCveneblebis mi-
xedviT. ase, magaliTad, Tu ualkoholo sasmelebis kompaniam
bazarze saqonlis win wawevas moaxmara 10000 lari, rac ga-
yidvis mTliani moculobis (450000 lari) 2,2%-ia, mimdina-
re wels bazarze saqonlis win wasawevad kvlav gamoiyenebs
2,2%-s. Tu sawarmo varaudobs, rom realizaciis maCvenebeli
gaizrdeba 500000 laramde, bazarze saqonlis win wasawevad
gamoiyeneba 11000 lari.
326
am meTodis mixedviT bazarze saqonlis win wawevis
saxsrebis gansazRvra martivia, magram saTanadod ver uwyobs
xels sawarmos ZiriTadi miznebis miRwevas, radgan bazarze
saqonlis win wasawevad gamoyofili saxsrebi damokidebulia
gayidvis moculobaze da ara, piriqiT. maSasadame, am meTodis
mixedviT gasaReba aris win wawevis winapiroba da ara Sede-
gi. amasTan, bazarze saqonlis win wasawevad saWiro biujeti
ar iTvaliswinebs sawarmos ganviTarebis perspeqtivebs. es me-
Todi gamoricxavs damatebiTi saxsrebis gamoyenebas saqonlis
da momsaxurebis gayidvis procesis dasaCqareblad, rac xSi-
rad aucilebeli xdeba bazarze Seqmnili situaciidan gamom-
dinare. imis gamo, rom win wawevis saxsrebis moculoba da-
mokidebulia gayidvis maCvenebelebze, isini ki cvladebia, ar
xerxdeba bazarze saqonlis win wawevis saxsrebis dadgena
grZelvadian perspeqtivaSi. isic faqtia, rom mocemuli me-
Todi emyareba mxolod warsul gamocdilebas da ar iTva-
liswinebs mimdinare periodSi momxdar cvlilebebs.
bazarze saqonlis win wawevis biujetis naRdi saxsre-
bis mixedviT gansazRvris meTodis Sesabamisad sawarmoebi
saxsrebs gamoyofen TavianTi SesaZleblobebis farglebSi. am
SemTxvevaSi mTlianad ignorirebulia gasaRebis moculobaze
bazarze saqonlis win wawevis RonisZiebebis gavlena. aRniS-
nulis gamo biujeti wlebis ganmavlobaSi ar icvleba, rac
uaryofiTad moqmedebs realiziciis procesze.
konkurentebis mixedviT marketingul komunikaciebze
saxsrebis gamoyofis meTods konkurentuli paritetis me-
Tods uwodeben. am meTodis ZiriTadi naklia is, rom meTodi
xels ver uwyobs konkurentuli upiratesobis mopovebas.
amasTan, erTi sawarosTvis misaRebma biujetma meore sawar-
mos SeiZleba saerTod ar Seuwyos xeli muSaobaSi. am meTo-
dis momxreTa azriT, konkurentebis danaxarjebis done asa-
xavs dargis kompaniebis xelmZRvanelTa umetesobis Sexedu-
327
lebebs, amdenad gamoxatavs dargis sibrZnes da Tan marketin-
guli komunikaciebis gamoyenebis sferoSi mwvave konkurenci-
as gamoricxavs. sxva mosazrebis Tanaxmad, sawarmoebs gan-
sxvavebuli miznebi amoZravebT da gansxvavebuli SesaZleblo-
bebi aqvT marketinguli komunikaciebis dasafinanseblad. ami-
tom konkurentebisTvis mibaZva sawarmos sargeblobas ver
moutans. maTi azriT, arc imis mtkicebulebebi arsebobs, rom
konkurentuli paritetis mixedviT Seqmnili biujeti dargSi
mwvave konkurencias gamoricxavs.
sawarmos miznebisa da amocanebis mixedviT marketingu-
li komunikaciebis biujetis gansazRvra yvelaze ufro meti
sargeblobis momtania sawarmosTvis. am SemTxvevaSi biujeti
ganisazRvreba imis mixedviT, Tu ris miRweva surs sawarmos
marketinguli komunikaciebis daxmarebiT. am meTodis gamoye-
neba iTvaliswinebs dazustebas im amocanebisas, romlebic un-
da gadawydes marketinguli komunikaciebis gamoyenebiT. amas-
Tan, sawarmos miznebisa da amocanebis mixedviT marketinguli
komunikaciebis biujetis gansazRvra sakmaod rTulia, radgan
Znelia dadgena amocanebisa, romelTa marketinguli komunika-
ciebis daxmarebiT gadawyvetamac unda uzrunvelyos sawarmos
miznebis miRweva.
12.5. marketinguli komunikaciebis saxeebi
marketinguli komunikaciebis saxeebia reklama, persona-

luri gayidva, gasaRebis stimulireba da sazogadoebasTan
urTierToba.
reklama informaciis gavrcelebis gaupirovnebeli fasi-
ani saSualebaa, romelic gamoiyeneba konkretuli auditori-
is wevrebis informirebis an darwmunebis mizniT.
reklama Soreul warsulSi warmoiSva. uZvelesi xelna-
328
werebi reklamis Tavdapirvel gamoyenebaze miuTiTeben. ase,
magaliTad, Zveli romaelebi kedlebze akeTebdnen Canaxatebs,
romlebic sazogadoebas gladiatorTa brZolaze awvdidnen
informacias. TavianTi nawarmis Sesaxeb informacias aseve na-
xatebis meSveobiT avrcelebdnen finikielebic. haleoliTis
xanaSi informaciis gasavrceleblad iyenebdnen, agreTve,
skulpturebs, ornametebs. reklamis Taviseburi saxea tatui-
reba, romelic uZvelesi adamianebis ama Tu im tomis kuTvni-
lebaze, maT socialur rangze, vaJkacobasa da damsaxurebaze
miuTiTebda. samarko reklamis Canasaxs miakuTvneben damRas,
romelsac ukeTebdnen Sinaur cxovelebs da monebs. berZeni
meTuneebi TavianTi xelovnebis nimuSebs safirmo niSnebiT
damRavdnen.
Semdgom periodSi daiwyes teqstobrivi reklamis gamo-
yeneba. uZveles qalaq memfisis nangrevebSi aRmoCenilia aseTi
warwera, `me, rino kunZul kviprosidan, uflis nebiT vxsni
sizmrebs.~ es, cxadia, momsaxurebis reklamirebis Tavdapirve-
li nimuSia. cnobilia berZnuli, romauli da sxva grafitebi.
isini warmoadgenda sayofacxovrebo xasiaTis warweras an na-
xats, romlTac amokawravdnen Senobis kedlebze, WurWelze
da sxva nivTebze sazogadoebisTvis informaciis miwodebis
mizniT. tavernebi, skolebi, samikitnoebi, duqnebi TavianTi
saqmianobis reklamirebisTvis iyenebdnen firniSebs da maCve-
neblebs.
sakmaod didi xnis manZilze sareklamo warwerebis ga-
keTeba Senobebze xelisuflebis mier ar ikrZaleboda. magram
Semdgom periodSi kedlebi TeTri saRebaviT daifara da emsa-
xureboda mxolod xelisuflebis sxvadasxva saxis brZanebu-
lebis da informaciis sazogadoebisTvis gacnobis saqmes.
mogvianebiT daiwyes sareklamo Sitebis gamoyeneba. ufro mog-
vianebiT gaCnda mqadagebelTa instituti. mqadageblebi quCaSi
dadiodnen da sazogadoebas specialurad SerCeuli sityvebiT
329
amcnobdnen sxvadasxva saxis informacias. SemdgomSi SemoRe-
buli iqna sareklamo saqmianobis maregulirebeli aqtebi.
XIV-XVII saukuneebSi dasavleT evropis zogierT qveyanaSi
SemoiRes egreTwodebuli statutebi (samTavrobo dadgenile-
bebi), romlebic saqmianobis sxva saxeebTan erTad sareklamo
saqmianobasac aregulirebdnen.
sareklamo saqmianobis ganviTareba sazogadoebis ganvi-
Tarebis da moTxovnebis paralelurad xorcieldeboda. moT-
xovnileba informaciaze biZgs aZlevda am sferos Semdgom
ganviTarebasa da srulyofas. gamoCnda axali specialobebi,
romlebic informaciis gavrcelebas emsaxurebodnen. maT baza-
ze Seiqmna pirveli sareklao biuroebi.
sareklamo saqmianobis ganviTarebaSi didi roli Seas-
rula iohan gutenbergis mier sabeWdi dazgis gamogonebam
XV saukuneSi.
sareklamo saqmianoba sul ufro ixveweboda da srul-
yofili xdeboda. reklamaze gaweulma xarjebma grandiozul
masStabebs miaRwia. dReisTvis General Motors, Procter &
Gamble, AOL Time Warner, Philkip Morris da Daimler
Chryslcr reklamaze 1 mld. dolarze mets xarjaven weli-
wadSi, e.i. dReSi saSualod 3 mln. dolars. kompania Procter
& Gamble-m 1998 wels mxolod aSS-Si reklamirebisTvis
218 mln. dolari daxarja.
reklamis efeqtianoba damokidebulia sareklamo mimar-
Tvis da reklamis gavrcelebis arxebis swored da miznobri-
vi auditoriis interesebis gaTvaliswinebiT SerCevaze.
saerTod reklama xasiaTdeba Semdegi niSnebiT: mas aqvs
sazogadoebrivi xasiaTi, adamianebis darwmunebis unari, gau-
pirovnebelia. reklamis sazogadoebrivi xasiaTi imis maCvene-
belia, rom produqti kanonieria da saSiSi ar aris misi
moxmareba. reklama arwmunebs adamians produqtis dadebiT
TvisebebSi da ubiZgebs misi yidvisken. reklamis gaupirovneb-
330
lobis gamo sazogadoebis arc erTi wevri ar grZnobs auci-
leblobas da pasuxismgeblobas reagireba moaxdinos miRebul
informaciaze. is aris auditoriasTan ara dialogis, aramed
monologis saSualeba.
reklamisgan gansxvavebiT personaluri gayidva momxma-
reblebTan uSualo kavSirSi gamoixateba. es kavSiri SeiZleba
damyardes myidvelisa da gamyidvelis pirispir SexvedriT,
telefonis meSveobiT, internetiT. ganviTarebuli qveynebis
gamocdileba uCvenebs, rom zogierTi kompania saerTod ar
iyenebs saqonlis bazarze win wawevis am meTods. es is kompa-
niebia, romlebic, magaliTad, safosto katalogebiT vaWro-
ben. sxva kompaniebi (magaliTad, Xeros) saqonlis realizaci-
as da myidvelebTan dakavSirebas mxolod personaluri ga-
yidviT axdenen. amiT SesaZlebeli xdeba yidva-gayidvis pro-
cesSi dialogis gamarTva da myidvelisa da gamyidvelis ur-
TierTdamokidebulebis daregulireba. personaluri gayidva
momxmareblebTan xangrZlivi urTierTobis damyarebis sauke-
Teso saSualebaa. mas kidev erTi, sawarmosTvis sasargeblo,
niSani aqvs. urTierTdamokidebulebis procesSi myidveli
garkveul valdebulebas grZnobs gamyidvelis winaSe, riTac
Cqardeba saqonlis realizaciis procesi. personaluri gayid-
va reklamasTan SedarebiT informaciis gavrcelebis Zvirad-
Rirebuli saSualebaa, romelic praqtikaSi vaWrobis formiT
vlindeba.
momxmareblebTan komunikaciis da saqonlis bazarze win
wawevis kargi saSualebaa gasaRebis stimulireba. am SemTxve-
vaSi momxmareblebTan kontaqtis dasamyareblad gamyidvelebi
iyeneben mravalferovan saSualebebs, kerZod, premialur ga-
yidvas, konkursebs, talonebs da a.S. gasaRebis stimulirebis
saSualebebi uzrunvelyofen produqtisadmi momxmarebelTa
yuradRebis mipyrobas, maT informirebas. isini aRuZraven mom-
xmareblebs ama Tu im saqonlis yidvis survils.
331
bazarze saqonlis win wawevis procesSi did rols as-
rulebs sazogadoebrivi azri ama Tu im sawarmos Sesaxeb. sa-
zogadoebrivi azris Camoyalibeba xorcieldeba sazogadoebas-
Tan urTierTobis sistemis (Public relations) meSveobiT. am
gziT miwodebul informacias momxmarebelebi ufro obieqtu-
rad da saimedod miiCneven vidre reklamas. axali ambebis sa-
xiT miRebuli informacia met efeqts axdens sazogadoebaze.
marketinguli komunikaciis gamosayenebeli saxis arCeva
erTbaSad ar xdeba. sawarmoebi am dros aanalizeben mTel
rig faqtorebs da ise iReben saboloo gadawyvetilebas. aseT
faqtorebs miekuTvneba: bazris xasiaTi, produqtis bazarze
win wawevis strategia, myidvelis informirebis done moce-
mul konkretul saqonelze da saqonlis sasicocxlo cik-
lis etapi.
bazarze samomxmareblo saqonlis win wawevis dros Zi-
riTdi aqcenti saqonlis reklamaze keTdeba. mxolod amis
Semdeg mimarTaven gasaRebis stimulirebis saSualebebs da
personalur gayidvas. yvelaze naklebi gamoyeneba aqvs sazo-
gadoebasTan urTierTobas. rac Seexeba biznessaqonls, mis ba-
zarze win wasawevad, pirvel rigSi, gamoiyeneba personaluri
gayidva da mxolod amis Semdeg gasaRebis stimulireba, rek-
lama da sazogadoebasTan urTierToba. saerTod, personalur
gayidvas yvelaze aqtiurad iyeneben Zvirfasi saqonlis mom-
xmareblamde mitanis procesSi. es sulac ar niSnavs imas,
rom biznessaqonlis realizaciaSi reklama naklebad mniSvne-
lovania. marTalia, gamoyenebis sixSiriT da xarjebis odeno-
biT reklamas personaluri gayidva aWarbebs, misi roli ma-
inc arsebiTia. praqtikuli mdgomareobis analizi uCvenebs,
rom reklamis da personaluri gayidvis kompleqsuri gamoye-
nebiT saqonlis gayidvis moculoba izrdeba. igive SeiZleba
iTqvas samomxmareblo saqonlis Sesaxeb momxmareblisTvis in-
formaciis miwodebis procesSi personaluri gayidvis gamoye-
332
nebaze.
imis mixedviT, Tu bazarze saqonlis gatanis da reali-
zaciis procesSi romel strategias iyenebs sawarmo, gansxva-
vebulia gamoyenebuli marketinguli komunikaciis saSualebe-
bi. saqonlisTvis biZgis micemis strategia xorcieldeba sa-
vaWro personalis gamoyenebiT. mwarmoeblebis gasaRebis qve-
danayofis TanamSromlebi TavianT saqonels agresiuli poli-
tikiT Tavs axveven, ZiriTadad, sabiTumo vaWrobis TanamSrom-
lebs, isini, Tavis mxriv, sacalo vaWrobis TanamSromlebs,
romelTa zamoqmedebis obieqti momxarebelia. momxmarebelTa
mozidvis strategia upiratesad reklamas da momxmarebelTa
stimulirebas emyareba. am SemTxvevaSi marketinguli komuni-
kaciebis mizani moTxovnis Camoyalibebaa.
saqonlis sayidlad myidvelis mzadyofnis xarisxic ax-
dens gavlenas marketinguli komunikaciebis SerCevaze. mom-
xmareblisTvis produqtis gacnobis etapze ZiriTad rols
reklama da sazogadoebasTan urTierToba asrulebs. momxma-
reblis rwmenis Camoyalibebis procesSi mTavari personalu-
ri gayidvaa. Tavisi mniSvnelobiT meorea reklama.
sasicocxlo ciklis sxvadasxv etapze marketinguli
komunikaciis sxvadasxva saSualeba asrulebs wamyvan rols.
bazarze saqonlis danergvis etapze ufro mniSvnelovania
reklamireba da sazogadoebasTan urTierToba. am dros gasa-
Rebis stimulirebis saSualebebs iyeneben momxmareblisTvis
saqonlis yidvisken biZgis misacemad. garkveul rols asru-
lebs personaluri gayidvac.
XII TavSi gamoyenebuli marketinguli terminebi:
marketinguli komunikaciebi
integrirebuli marketinguli komunikaciebi
333
marketinguli komunikaciebis kompleqsi
reklama
gasaRebis stimulireba
sazogadoebasTan urTierToba
personaluri gayidva
komunikaciuri procesi
komunikaciuri procesis etapebi
informaciis kodireba
informaciis dekodireba
marketinguli komunikaciebis biujeti
biujetis dadgenis konkurentuli paritetis meTodi
reziume
produqtis bazarze win waweva marketingis kompleqsis

mniSvnelovani elementia. ZiriTad saSualebebs, romelTa meS-
veobiTac xdeba sawarmosa da misi produqtis Sesaxeb infor-
maciis momxmareblamde mitana, miekuTvneba reklama, gasaRebis
stimulireba, sazogadoebasTan urTierToba da personaluri
gayidva. isini erTad aRebuli Seadgenen marketinguli komu-
nikaciebis kompleqss, romelsac bazarze saqonlis win wawe-
vis kompleqssac uwodeben.
momxmarebelze efeqtianad zemoqmedebisTvis aucilebe-
lia sxvadasxva wyarodan miRebuli Setyobinebebis koordina-
cia momxmareblis mier romelime Setyobinebis ugulebelyo-
fis Tavidan asacileblad. aRniSnuli miiRweva integrirebu-
li marketinguli komunikaciebis sistemis gamoyenebiT. in-
tegrirebul marketingul komunikaciebSi igulisxmeba momxma-
rebelze mizanmimarTulad moqmedi, unificirebuli, mastimu-
lirebeli Setyobinebis misaRebad ganxorcielebuli, yvela
saxis saqmianobis koordinacia.
334
informaciis momxmareblebisTvis miwodeba iRebs komuni-
kaciuri procesis saxes. komunikaciuri procesi oTxi etapi-
sagan Sedgeba. pirvel etapze informaciis gamgzavni iRebs ga-
dawyvetilebas gadasacem informaciaze. meore etapze xdeba
SerCeuli informaciis kodireba. amis Semdeg kodirebul in-
formacias miecema mimarTvis forma da gadaecema sainforma-
cio arxs. bolo etapze informacias iRebs daniSnulebis
obieqti, romelic mis dekodirebis da aRqmis Semdeg sxvadas-
xva formiT exmaureba informaciis gamgzavns.
marketinguli komunikaciebis damyarebis procesSi sa-
warmoebi iReben gadawyvetilebas komunikaciebis dasafinanseb-
lad saWiro saxsrebis moculobasTan dakavSirebiT. ganasxva-
veben marketinguli komunikaciebis saxsrebis gansazRvris
oTx meTods: saxsrebis dadgena produqtis gayidvis mocu-
lobidan procentuli wilis mixedviT, saxsrebis gansazRvra
naRdi saxsrebis sazRvrebSi, saxsrebis dadgena konkurente-
bis danaxarjebis Sesabamisad da saxsrebis gansazRvra komu-
nikaciis miznebisa da amocanebis safuZvelze.
335
Tavi 13. integrirebuli marketinguli
komunikaciebi: reklama, gasaRebis
stimulireba, sazogadoebasTan
urTierToba
XIII Tavis swavlebis miznebi

1) reklamis saxeebisa da gavrcelebis arxebis Ca-
moTvla da daxasiaTeba.
2) sareklamo mimarTvis Sedgenis da gavrcelebis
meqanizmis Camoyalibeba.
3) gasaRebis stimulirebis saSualebebis daxasiaTe-
ba obieqtebis mixedviT.
4) sazogadoebasTan urTierTobis sistemis muSaobis
meqanizmis daxasiaTeba sawrmoebSi.
13.1. reklamis saxeebi
reklama iyofa or ZiriTad saxed: produqtis reklama

da prestiJuli reklama.
produqtis reklama sazogadoebisTvis saqonlisa da
momsaxurebis Sesaxeb informaciis miwodebis formaa,
romlis mizanicaa momxmareblis mier saqonlis yidva.
prestiJuli reklama miznad isaxavs sawarmos, dargis
imijis Camoyalibebas mTel sazogadoebaSi, rac, Tavis mxriv,
ganapirobebs produqtis gayidvas da momgebianad muSaobas.
ase, rom, farTo gagebiT, orive saxis reklmis mizani pro-
duqtis realizacia da mogebis miRebaa. calke gamoyofen in-
stituciur reklamas, romlis miznicaa arakomerciuli orga-
nizaciebis, kompaniebis, dargis, adamianis, geografiuli adgi-
lis an samTavrobo saagentos reputacis Seqmna sazogadoeba-
336
Si. reklamis es saxe xSirad dakavSirebulia sazogadoebasTan
urTierTobis sistemasTan.
prestiJuli anu korporaciuli reklama emyareba ro-
gorc imave saSualebebs da xerxebs, rasac produqtis rek-
lama, ise specifikur saSualebebsa da xerxebs. maT miekuT-
vneba sawarmos saqvelmoqmedo aqciebSi monawileoba da mis
mier sxvadasxva saxis daxmarebebis aRmoCena socialur-kul-
turuli dawesebulebebisTvis.
reklamis specifikuri saxea sazogadoebisTvis cnobili
pirebis (sportsmenebis, msaxiobebis...) gamoyeneba reklamire-
bis procesSi. iaponiaSi reklamireba, ZiriTadad, sazogadoe-
bisTvis cnobili adamianebis monawileobiT xorcieldeba.
isini arian rogorc iaponeli, ise ucxoeli varskvlavebi.
cnobili adamianebis sareklamo mimarTvaSi gamoyeneba xSirad
produqtis maRal xarisxTan aris asocirebuli. ufro xSi-
rad reklamirebaSi iyeneben sportsmenebs. ase, magaliTad,
kompania `yazbegma~ civi Cais reklamirebisas gamoiyena cnobi-
li qarTveli sportsmenebi. iaponiis bazarze amerikuli sa-
qonlis reklamirebis procesSi gamoyenebul cnobil adamia-
nebs Soris arian msaxiobebi harison fordi, judi fosteri
da sxvebi. ganviTarebul qveynebSi cnobili adamianebis rek-
lamebSi gamoyeneba sawarmoebis mxridan did xarjebTan aris
dakavSirebuli. xSirad varskvlavebs kompaniebi milionobiT
dolarzec ki uformeben xelSekrulebebs reklamaSi monawi-
leobisTvis.
sazogadoebisTvis cnobili adamianebis sareklamo mi-
marTvebSi gamoyeneba xels uwyobs saqonlis cnobadobis do-
nis amaRlebas, rac aCqarebs bazarze saqonlis win wawevis
process.
dasaxuli miznebisa da amocanebis mixedviT ganasxvave-
ben sainformacio, damarwmunebel da Semxsenebel reklamas.
337
sainformacio reklama gamoiyeneba produqtis sasicoc-
xlo ciklis danergvis etapze. misi gamoyenebiT xorcieldeba
Tavdapirveli moTxovnis Camoyalibeba saqonelze, momsaxure-
baze, ideaze, organizaciasa da samuSao Zalaze. am saxis rek-
lamiT sazogadoebas miewodeba informacia saqonelsa da mis
fasze, saqonlis gamoyenebis wesze, damatebiTi momsaxurebis
formebze da a.S. aseTi informaciis miwodebiT momxmarebels
uyalibdeba dadebiTi Sexeduleba produqtsa da mis mwarmoe-
bel sawarmoze. informacia, ZiriTadad, macdunebeli xasiaTi-
saa da momxmarebls saqonlis yidvisken ubiZgebs.
damarwmunebeli an rCevis mimcemi reklamis mizania
produqtze moTxovnis amaRleba da bazarze produqtisTvis
konkurentuli upiratesobis uzrunvelyofa. am saxis rekla-
ma gamoiyeneba, upiratesad, produqtis sasicocxlo ciklis
zrdis da simwifis etapebze.
damarwmunebeli reklamis saxesxvaoba SedarebiTi rek-
lamaa. SedarebiTi reklamis gamoyenebis dros kompania Tavis
saqonels udarebs sxva sawarmos saqonels pirdapir da ara-
pirdapir. am saxis reklamis gamoyenebis Sedegia kompaniaTa
urTierTdadanaSauleba momxmarebelTa dabnevaSi.
Semxsenebeli reklamis gamoyeneba gansakuTrebiT mniS-
vnelovania produqtis sasicocxlo ciklis simwifis etapis
dasasruls da dacemis etapze. Semxsenebeli reklamis mizania
produqtis bazarze arsebobis Sexseneba momxmareblisTvis da
ara momxmareblis informireba an misi darwmuneba SeiZinos
esa Tu is saqoneli. Semxsenebeli reklama did rols asru-
lebs sezonuri warmoebisa da moxmarebis saqonlis realiza-
ciis procesSi. sezonTaSoris periodSi am saxis reklamiT
SesaZlebelia momxmareblis cnobierebaSi saqonelze informa-
ciis SenarCuneba.
specialistebis SexedulebiT sainformacio reklama
yvelaze karg Sedegs iZleva produqtis sasicocxlo ciklis
338
sawyis etapebze, xolo Semxsenebeli reklama bolo etapze.
damawmunebeli reklamis gamoyeneba erTnairi warmatebiTY Se-
iZleba mTeli sasicocxlo ciklis manZilze.
13.2. reklamis gavrcelebis arxebi
sareklamo miznebis miRweva uSualod ukavSirdeba rek-

lamis gavrcelebis arxebis SerCevas. sareklamo arxi auci-
leblad unda Seesabamebodes sareklamo mimarTvas.
reklamis gavrcelebis ZiriTad arxebs miekuTvneba:
1) gazeTebi;
2) Jurnalebi;
3) televizia;
4) radio;
5) fosta;
6) stendebi, plakatebi, maRaziis abrebi, satranspor-
to saSualebebi;
7) interneti.
reklamis gavrcelebis yovel arxs aqvs Tavisi upira-
tesobebi da naklovanebebi (ix. cxrili13.1.), rac ubiZgebs sa-
warmoebs reklamis gasavrceleblad erTdroulad ramdenime
arxis gamoyenebisken.
saqarTveloSi reklamis gasavrceleblad, SeiZleba iT-
qvas, yvelaze farTod, gazeTebi gamoiyeneba. gazeTebSi
qveyndeba sacalo vaWrobis reklamebis ZiriTadi nawili. ga-
zeTebis meSveobiT momxmarebels sTavazoben mravalricxovan
saqonels, awvdian informacias
cxrili 13.1.
reklamis gavrcelebis arxebis ZiriTadi maxasiaTeblebi

339
reklamis gav-
rcelebis ar- upiratesobebi naklovanebebi
xebi
1 2 3
gazeTebi gamosvlis Tavisdrouloba da gansaz- arsebobis mcire dro;
Rvruli perioduloba; sayovelTao SemTxveviTi mkiTxvelebis
aRiareba da ndoba; sareklamo gancxa- mcire raodenoba;
debis ganTavsebis SesaZlebloba; sareklamo gancxadebebis
sareklamo gancxadebis ganTavsebis dizainis dabali xarisxi;
SedarebiT dabali Rirebuleba. auditoriasTan Sexebis
mcire periodi.
Jurnalebi sicocxlis xangrZlivi periodi; naklebi moqniloba;
dizainis maRali done;; SedarebiT maRali fasi;
kargi reputacia; auditoriasTan gan- gavrcelebis arealis
meorebiT Sexebis SesaZlebloba; SezRuduloba.
SemTxveviTi mkiTxvelebis meti rao-
denoba.
televizia auditoriis farTod momcvelobis maRali Rirebuleba;
unari; droSi gansazRvruloba;
Zlier zemoqmedeba miznobriv audito- miznobrivi auditoriis
riaze; arCevanis SezRuduloba;
prestiJuloba; auditoriasTan kontaq-
reklamis ganmeorebadoba. tis wamieri xasiaTi.
radio siiafe; arsebobis xanmokle peri-
moqniloba; odi;
gavrcelebis didi areali. auditoriaze zemoqmede-
bis perioduloba;
auditoriasTan kontaq-
tis damyareba.
fosta moqniloba; maRali xarjebi;
miwodebuli informaciis sisrule; momxmarebelTa gaRiziane-
Setyobinebis personalizaciis SesaZ- ba da miRebuli informa-
lebloba; ciT dauntereseblobis
informaciis miwodebis siswrafe; maRali done.
konkurenciis ararseboba.
gare reklama dabali xarjebi da Sesabamisad da- konkretuli auditoriis

(maRaziis abrebi, bali Rirebuleba; SerCevis SesaZleblobis
plakatebi, sten- ganmeorebiTi kontaqtebis mraval- SezRuduloba;
debi, reklama ricxovneba; dabali fasebi; Semoqmede-
satransporto susti konkurencia; biTi midgomis SezRudu-
saSualebebSi) damaxsovrebis maRali done. loba.
interneti ormxrivi kavSiris SesaZlebloba; arCevanis gakeTebis SezRu-
dabali xarjebi; duloba;geografiuli
auditoriis momcvelobis maRali TvalsazrisiT araerTgav-
340
done da siswrafe; rovnad ganawilebuli au-
moqniloba. ditoria.
fasebis cvlilebebze, Camofasebebze. gazeTebSi reklamis gan-

Tavseba sxva arxebTan SedarebiT iafi da xelmisawvdomia bev-
ri iuridiuli da fizikuri pirisTvis. gazeTebis umetesoba
sakmaod did adgils gamoyofs reklamebis gansaTavseblad.
amasTan, gamodis specialuri sareklamo gazeTebic. sagazeTo
reklama saSualebas aZlevs mkiTxvelebs ganmeorebiT, zogjer
ki ramdenjermec, gadaikiTxon sareklamo gancxadebebi. sagaze-
To reklama garkveuli SezRudulobebiTac xasiaTdeba. jer
erTi, gazeTebis umetesoba iyideba erT dReSi, ris gamoc sa-
reklamo gancxadebebis arsebobis dro, da Sesabamisad sicoc-
xlisunarianobac, xanmoklea. mcirea sareklamo gancxadebeb-
Tan momxmareblis kontaqtis periodi, radgan gazeTebs, Ziri-
Tadad, drois mokle monakveTSi kiTxuloben.
gazeTebTan SedarebiT Jurnalebis sicocxlis xan-
grZlivoba metia. Jurnalebic, gazeTebis msgavsad, gansaz-
Rvruli periodulobiT gamodis. aris yovelkvireuli, yo-
velTviuri da yovelkvartaluri Jurnalebi. YJurnalebi
vrceldeba did teritoriaze da kargi reputaciiTac sargeb-
lobs sazogadoebaSi. SemTxveviTi mkiTxvelebi Jurnalebs ga-
zeTebTan SedarebiT meti hyavs. Jurnalebis dizaini, umetes
SemTxvevaSi, maRali xarisxisaa. JurnalebSi ganTavsebuli sa-
reklamo gancxadebebis auditoriasTan Sexeba ramdenjerme
xdeba. amasTan, Jurnalebi gazeTebTan SedarebiT naklebad
moqnilia, radgan informaciis JurnalebSi ganTavsebisa da
auditoriasTan misi Sexebis dro xangrZlivia. JurnalebSi
reklamis ganTavseba gazeTebTan SedarebiT Zviria.
biznesmenebisTvis Jurnalebi iyofa or jgufad: samom-
xmareblo Jurnalebi da biznes-Jurnalebi. samomxmareblo
Jurnalebi gankuTvnilia farTo sazogadoebisTvis, biznes-
341
Jurnalebi ki, ZiriTadad, specialistebisTvis. amis Sesabami-
sad, gansxvavebulia samomxmareblo da biznesproduqtebis
reklamirebis meqanizmic. samomxmareblo produqtebis Sesaxeb
reklamebs ganaTavseben samomxmareblo JurnalebSi, biznes-
produqtebisas ki Sesabamisi profilis JurnalebSi. biznes-
JurnalebSi qveyndeba im samomxmareblo produqtebis rekla-
mebic, romeli produqtebis moxmarebisTvis aucilebelia Se-
sabamisi profilis specialistebis konsultacia. aseTia, ma-
galiTad, receptiT gasayidi samkurnalo saSualebebi.
JurnalebSi reklamis ganTavsebisas unda Seusabamon
erTmaneTs, erTi mxriv, reklamirebis miznebi da, meore
mxriv, Jurnalebis tiraJi, reklamis ganTavsebis Rirebuleba,
Jurnalebis gamosvlis perioduloba. mTlianobaSi reklamis
Semqmnelebi Jurnalebs afaseben saimedoobis, prestiJulobis,
dizainis donis, gamosvlis periodulobis mixedviT.
sazogadoebaSi didi popularobiT da prestiJulobiT
sargeblobs satelevizio reklama. amis mizezi aris is upi-
ratesobebi, romlebic satelevizio reklamas axasiaTebs. sa-
televizio reklamis upiratesobebs miekuTvneba: auditoriis
farTod momcvelobis unari; informaciis miwodebis SesaZ-
lebloba rogorc adgilobrivi, ise nacionaluri bazrebis-
Tvis; Zlieri zemoqmedeba miznobriv auditoriaze gamosaxu-
lebis, xmis da moZraobis kombinaciiT; xazgasma firmis pres-
tiJulobaze; informaciis ramdenjerme miwodebis SesaZleb-
loba.
dadebiT mxareebTan erTad televiziiT reklamireba xa-
siaTdeba Semdegi naklovanebebiT: maRali Rirebuleba; rekla-
mirebis mkacrad gansazRvruli dro; miznobrivi auditoriis
SerCevis SesaZleblobebis SezRuduloba; auditoriasTan sa-
reklamo kontaqtis minimaluri dro (wamieri xasiaTi); sae-
Tero drois reklamebiT gadatvirTva.
342
televiziasTan SedarebiT bevrad ufro iafia reklama
radioSi. radio gansakuTrebiT popularulia yvelaze uaxle-
si ambebis gasavrceleblad. misi meSveobiT SesaZlebelia in-
formaciis sazogadoebisTvis miwodeba uSualod samuSao ad-
gilze, mgzavrobisa da mogzaurobis dros. radioreklama, Zi-
riTadad, gamoiyeneba lokalur bazrebze, Tumca ukanasknel
wlebSi misi gamoyenebis masStabebi globalur bazrebzec iz-
rdeba. reklama radioSi xasiaTdeba moqnilobiT.
amasTan radioreklamas axasiaTebs naklovanebebi, ker-
Zod: radioreklama zemoqmedebs mxolod smenis organoebze,
gansxvavebiT satelevizio reklamisgan, ris gamoc auditori-
is mozidvis SesaZleblobebi naklebi aqvs; zemoqmedeba miz-
nobriv auditoriaze xdeba periodulad da Tanac Zalian
mokle drois manZilze.
fostac garkveul rols asrulebs reklamis gavrcele-
baSi. misi meSveobiT miznobriv auditorias ugzavnian bukle-
tebs, katalogebs, safosto baraTebs da sxva saxis sainfor-
macio masalas. safosto reklama miznobrivi auditoriis
personalizaciis SesaZleblobas iZleva, es misi upirateso-
baa reklamis gavrcelebis sxva saSualebebTan SedarebiT.
fostis meSveobiT sruli informacia swrafad miewodeba miz-
nobriv auditorias. magram dadebiT mxareebTan erTad safos-
to reklamasac aqvs naklovanebebi. miznobriv auditoriasTan
kontaqtis damyarebisTvis saWiro xarjebi maRalia. miwode-
buli informaciis sakmaod did nawils adresatebi ar kiTxu-
loben, ris gamoc fostiT gagzavnil Setyobinebebs aSS-Si
zogi `makulaturul fostas~, zogic `sanagve fostas~ uwo-
debs. amerikeli respondentebis sakmaod didi nawili Tvlis,
rom maT `sanagve fosta~ ufro aRizianebT, vidre telemarke-
tingi.
reklamis gavrcelebis yvelaze uZvelesi saSualeba ga-
re reklamaa. masSi Sedis maRaziis abrebi, plakatebi, stende-
343
bi, reklama satransporto saSualebebis salonSi da satran-
sporto saSualebebze garedan. tradiciuli gare reklama
xorcieldeboda SitebiT, stendebiT, plakatebiT, gare gana-
TebebiT. SemdgomSi mas daemata reklama satransporto saSua-
lebebis gamoyenebiT.
gare reklamas aqvs bevri upiratesoba: is aris komuni-
kaciis operatiuli saSualeba, romelic uzrunvelyofs in-
formaciis swrafad da martivi formiT miwodebas miznobrivi
auditoriisTvis. gare reklama reklamis sxva saSualebebTan
SedarebiT sawarmoebs iafi ujdebaT. gare reklamasTan kon-
taqti momxmareblebs ramdenjerme uwevT, riTac Zlierdeba
misi zemoqmedebis Zala.
amasTan, gare reklama garkveuli SezRudulobebiT da
naklovanenebiT xasiaTdeba. maT miekuTvneba: gare reklamis
regulireba kanondeblobiT, rac saSualebas ar aZlevs biz-
nesmenebs TviTneburad ganaTavson sareklamo Sitebi da pla-
katebi maTTvis xelsayrel adgilze; gare reklamis damokide-
buleba garemo pirobebze – Tu sworad ar SeirCeva gare
reklamis saSualebebis ganTavsebis foni, is saTanadod ver
imoqmedebs miznobriv auditoriaze; gare reklamasTan kontaq-
ti momxmarebels mcire drois manZilze aqvs, amitom cdilo-
ben reklamis Semqmnelebi advilad dasamaxsovrebeli eqspozi-
ciebis Seqmnas da mokle warwerebis gakeTebas.
Tanamedrove teqnologiebis pirobebSi gare reklama ki-
dev ufro daixvewa da srulyofili gaxda. dRes momxmare-
belTa yuradRebas ipyrobs Sitebi cifruli ekranebiT, anima-
ciebiT. dainerga reklamireba lazeruli gamosaxulebebiT.
ganviTarebul qveynebSi momxmarebelTa didi nawili
upiratesobas aniWebs internetSi reklamirebas. erT-erTi ga-
mokvlevis mixedviT, romelic aSS-Si Catarda, dadginda, rom
momxmarebelTa 57%-s urCevnia saqonlisa da momsaxurebis
Sesaxeb informaciis internetSi moZieba.
344
13.3. sareklamo mimarTvis Sedgena
sawarmoebi sazogadoebas marketingul Setyobinebas aw-

vdian sareklamo kampaniis meSveobiT. sareklamo kampaniaSi
igulisxmeba urTierTdakavSirebuli sareklamo masalebis er-
Toblioba, romelic drois gansazRvrul periodSi sxvadas-
xva sainformacio saSualebebiT miewodeba sazogadoebas.
sareklamo kampaniis ganxorcieleba moiTxovs garkveu-
li gadawyvetilebebis miRebas. es gadawyvetilebebi moicavs
sareklamo miznebis dadgenas, reklamis biujetis gansaz-
Rvras, sareklamo mimarTvis Sedgenas, sareklamo mimarTvis
auditoriisTvis misawodeblad saSualebebis SerCevas, sarek-
lamo mimarTvis auditoriisTvis miwodebas, reklamis Sedege-
bis Sefasebas (ix. nax. 13 1.).
sareklamo miznebis dadgena ganixileba rogorc sarek-
lamo kampaniis winaetapi, romlis drosac reklamis miznebis
Sesabamisad gansazRvaren amocanebs. reklamis miznebi SeiZle-
ba iyos: momxmareblebis da saerTod mTeli sazogadoebis in-
formireba bazarze axali saqonlis gamotanasTan dakavSire-
biT da am safuZvelze
345
nax.13.1.
346
pirveladi moTxovnis Camoyalibeba; momxmareblis darwmuneba
mocemuli konkretuli saqonlis konkurentunarianobaSi da
misi yidvisken biZgis micema; ama Tu im saqonlis bazarze ar-
sebobis Sexseneba momxmareblisTvis. axali saqonlis bazarze
gamotanis momentSi momxmarebelTa informirebisTvis saWiroa
Semdegi amocanebis gadawyveta: axali saqonlis bazarze gamo-
tanasTan dakavSirebiT informaciis miwodeba;
momxmareblebisTvis bazarze arsebuli saqonlis gamoyenebis
axali xerxebis SeTavazeba; fasebis mosalodneli cvlilebe-
bis Sesaxeb informaciis miwodeba; momsaxurebis axali saxee-
bis Sesaxeb informaciis miwodeba; sawarmosa da saqonlis
Sesaxeb dadebiTi informaciis gavrcelebiT maTi reputaciis
Seqmna sazogadoebaSi.
momxmareblis darwmunebas uzrunvelyofs iseTi amoca-
nebis gadawyveta rogoricaa: momxmareblebSi ama Tu im sa-
qonelze konkurentebTan SedarebiTY upiratesobis grZnobis
Camoyalibeba; momxmareblis darwmuneba axali saqonlis SeZe-
nis aucileblobaSi; momxmareblis mier axali saqonlis aR-
qmis procesze aqtiuri zemoqmedeba sxvadasxva xerxiT, sa-
warmosTvis misaRebi mimarTulebiT.
tradiciuli saqonlis bazarze arsebobas momxmarebels
sawarmo Seaxsenebs Semdegi gzebiT: momxmarebels miuTiTebs
imis Taobaze, rom uaxloes xanSi mas dasWirdeba esa Tu is
347
konkretuli dasaxelebis saqoneli; momxmarebels miawvdis
informacias tradiciuli saqonlis gayidvis adgilTan dakav-
SirebiT; sezonuri warmoebisa da moxmarebis saqonlis Sesa-
xeb momxmarebels periodulad miawvdis informacias.
sareklamo biujetis dadgenisTvis gamoiyeneba igive me-
Todebi, romlebic gamoiyeneba zogadad bazarze saqonlis win
wawevis dros, radgan reklama bazarze saqonlis win wawevis
ZiriTadi elementia. oTxi meTodidan, - gayidvis moculobi-
dan procentuli wilis mixedviT reklamis saxsrebis dadge-
na, naRdi saxsrebis sazRvrebSi reklamirebisTvis fiqsirebu-
li sididis gansazRvra, konkurentuli paritetis meTodi,
sawarmos miznebisa da amocanebis mixedviT reklamaze saxsre-
bis gamoyofa, - sawarmo irCevs mocemul momentSi misTvis
yvelaze misaReb meTods.
amis Semdeg iwyeba muSaoba sareklamo strategiis Seq-
mnaze, rac, Tavis mxriv, iTvaliswinebs sareklamo mimarTvis
Seqmnas da reklamis matareblebis SerCevas.
sareklamo mimarTvis Seqmna da momxmareblamde mitana
ar aris martivi procesi, radgan swored sareklamo mimar-
Tvis Sinaarssa da dizainzea damokidebuli, ZiriTadad, mom-
xmareblis mozidva saqonlis sayidlad.
sareklamo mimarTvis Sedgena iwyeba ideebis moZiebiT
imis Taobaze, Tu ra saxiT miewodeba informacia momxmare-
bels. ideebis wyaro SeiZleba iyos momxmarebeli, Suamavali,
konkurenti, eqsperti.
ideebis Sesabamisad qmnian sareklamo mimarTvis varian-
tebs. sareklamo mimarTvis damuSavebuli variantebidan Seir-
Ceva is varianti, romelic yvelaze ukeTesad Seesabameba sa-
warmos miznebs.
sareklamo mimrTvis Sedgena ar aris advili. is auci-
leblad profesionalma unda Seqmnas. profesionali SeZlebs
reklamirebis obieqti daaxasiaTos momxmareblis poziciidan.
348
am mizniT is gamoiyenebs produqtis samomxmareblo Tvisebebs,
rac mocemuli konkretuli produqtiT momxmarebls daainte-
resebs da daaCqarebs realizaciis process. ar aris swori
sareklamo mimarTvaSi produqtis gadaWarbebuli qeba. es
eWvs badebs momxmareblebSi miwodebuli informaciis obieq-
turobaze. magram arc is iqneba swori, Tu sareklamo mimar-
TvaSi xazi gaesmeba produqtis momxmareblisTvis dafarul
naklovanebebs. sareklamo mimarTva, iqneba is werilobiTi Tu
vizualuri, aucileblad unda Seesabamebo-
des mocemuli konkretuli sazogadoebis ganviTarebis dones.
sareklamo mimarTvis zemoqmedebis xasiaTi damokidebu-
lia ara mxolod imaze, Tu ra aris masSi naTqvami, aramed
imazec Tu rogor aris naTqvami. sareklamo mimarTvam auci-
leblad unda miizidos momxmarebeli da gauRviZos mas inte-
resi produqtis mimarT. amis miRweva SesaZlebelia reklama-
Si advilad dasamaxsovrebeli da produqtisadmi yuradRebis
misapyrobi sityvebis gamoyenebiT, rac mxolod SemoqmedebiTi
unaris mqone adamianebs SeuZliaT. reklamis Semqmnelebma sa-
Tanado yuradReba unda gaamaxvilon, agreTve, sareklamo mi-
marTvis zomebsa da masSi gamoyenebul ferebze. rogorc wesi,
didformatian sareklamo gancxadebebs ufro advilad imax-
sovrebs momxmarebeli. feradi ilustraciebic ufro Zlier
gavlenas axdens momxmarebelze vidre Sav-TeTri.
reklamirebis procesis Semdeg etapze reklamis Semqmne-
lebi irCeven sareklamo mimarTvis gavrcelebis saSualebebs.
f. kotleris azriT, sareklamo mimarTvis gavrcelebis saSu-
alebebis SerCeva unda moxdes Semdegi TanmimdevrobiT: gadaw-
yvetilebebis miReba auditoriis momcvelobis masStabebis,
reklamis ganmeorebadobis sixSiris da zemoqmedebis siZlie-
ris Taobaze; informaciis gavrcelebis ZiriTadi saSualebe-
bis arCeva; reklamis konkretuli matareblebis SerCeva; sa-
reklamo saSualebebis gamoyenebis grafikis dadgena.
349
sareklamo mimarTvis gavrcelebis saSualebebis SerCe-
vis Semdeg, reklamis Semqmnelebi iwyeben muSaobas sareklamo
mimarTvis gansaTavseblad. reklamirebis procesis mocemul
etapze sawarmoebi (Tu TviTon qmnian sareklamo mimarTvas)
ukavSirdebian SerCeuli sareklamo saSualebiT xelmZRvane-
lobas da aTanxmeben masTan reklamirebis dros, Rirebulebas,
periods. amis Semdeg sareklamo mimarTva miewodeba miznobriv
auditorias.
reklamirebis bolo etapze aucileblad unda Sefasdes
reklamis efeqtianoba. am dros adgenen reklamis ekonomikur
Sedegebs, moTxovnilebebis warmoqmnis mdgomareobas, momxma-
reblebis saqonlisadmi damokidebulebas, sxva sityvebiT,
afaseben reklamis ekonomikur da komunikaciur efeqtianobas.
reklamis ekonomikur efeqtianobas savaWro efeqtianobasac
uwodeben.
reklamis ekonomikuri efeqtianobis gazomva ar aris
advili, vinaidan saqonlis gasaRebaze reklamis garda sxva
faqtorebic zemoqmedeben. magram sawarmoebi reklamis ekono-
mikur efeqtianobas mainc angariSoben. am mizniT saqonlis ga-
yidvis moculobas adareben reklamaze gaweuli danaxarjebs
drois gansazRvruli periodisTvis. Tumca miRebuli Sedegebi
mxolod miaxloebiT asaxaven reklamis realur wvlils ga-
saRebis procesis daCqarebaSi.
reklamis ekonomikuri efeqtianobis maCveneblebis gaan-
gariSebis sirTulis gamo, praqtikaSi sul ufro xSirad an-
gariSeben reklamis komunikaciur efeqtianobas. am meTods
teqstebis gamocdas uwodeben. sareklamo mimarTvebis gamoc-
da SeiZleba moxdes maT gamoqveynebamdec da gamoqveynebis
Semdegac. e.i. SeiZleba Catardes reklamis winaswari da Sem-
dgomi testireba.
sareklamo mimarTvis winaswari teqstireba gamoiyeneba
reklamis mosalodneli efeqtianobis Sesafaseblad manam, sa-
350
nam sareklamo mimarTva ganTavsdeba SerCeul sareklamo sa-
SualebaSi. am meTodis erT-erTi ZiriTadi upiratesoba is
aris, rom reklamis efeqtianoba fasdeba sareklamo masalis
damuSavebamde, riTac Tavidan icileben zedmet da araefeqti-
an xarjebs.
sareklamo mimarTvis winaswari testirebisTvis ganviTa-
rebul qveynebSi bevr meTods iyeneben, kerZod, fokus-jgu-
febs afasebineben reklamis savaraudo variantebs, radio da
satelevizio sareklamo masalebis Sesafaseblad studiaSi
iwveven momxmareblebs, adamianebs sTxoven mxolod reklamis
gavleniT yovelgvari markirebis gareSe airCion produqtebi
da a.S.
sareklamo mimarTvis Semdgomi testireba xdeba imis
Semdeg, rac is ganTavsdeba sareklamo arxSi da gadaecema au-
ditorias. Semdgomi testireba mniSvelovanwilad gansaz-
Rvravs momavali reklamis beds da xels uwyobs sareklamo
kampaniis programis koreqtirebas.
sareklamo mimarTvis Semdgomi testirebis procesSi
ramdenime meTodi gamoiyeneba, kerZod: saubris dros adamia-
nebs, romlebic gaecvnen sareklamo teqstebs konkretul
JurnalebSi, afiqsirebineben, miaqcies Tu ara maT yuradReba
sareklamo gancxadebebis zomebs, iTvleba ra, rom gayidvis
moculoba kavSirSia sareklamo teqstebis zomebTan; respo-
dentebs sTxoven gaixsenon sareklamo masalebi Jurnalebis
gareSe da a.S. CamoTvlil meTodebs axasiaTeben, rogorc
testebs cnobadobaze, testebs gaxsenebaze daxmarebis gareSe,
testebs moTxovnebis raodenobaze.
13.4. gasaRebis stimulirebis obieqtebi

da saSualebebi
351
gasaRebis stimulirebis meSveobiT, rogorc ukve aRi-
niSna wina TavSi, mokle drois ganmavlobaSi xorcieldeba
saqonlisa da momsaxurebis yidva-gayidvis waxaliseba.
praqtikul marketingSi gamoyofen momxmareblebis, sabi-
Tumo da sacalo vaWrobis da sakuTari savaWro personalis
stimulirebas. specialistTa erTi nawili calke gamoyofs
biznesis stimulirebas da masSi aerTianebs yvela im instru-
ments, romelebsac iyeneben momxmareblebis da vaWrobis muSa-
kebis wasaxaliseblad. stimulirebis aseT instrumentebs mie-
kuTvneba savaWro Souebi da konkursebi.
gasaRebis stimulireba avsebs reklamas, amitom biznes-
Si reklama da gasaRebis stimulireba gamoiyeneba kombinire-
bulad. reklamis meSveobiT sawarmoebi aRweven momxmarebelTa
informirebis maRal dones, gasaRebis stimulirebis instru-
mentebi ki momxmareblebs pirdapir ubiZgebs produqtis yid-
visken.
gasaRebis stimulirebiT SesaZlebelia momxmareblebsa
da gamyidvelebSi interesis gaRviveba produqtebis mimarT,
sacdeli da ganmeorebiTi yidvis waxaliseba, konkurentebTan
dapirispireba da maT mier gatarebuli RonisZiebebis Sedege-
bis ganeitraleba, reklamis zemoqmedebis gaZliereba. magram
gasaRebis stimulirebis instrumentebiT SeuZlebelia sawar-
mosa da misi saqonlis Sesaxeb gavrcelebuli uaryofiTi az-
ris Secvla, produqtebis naklovani mxareebisa da gamyid-
velTa dabali kvalifikaciis kompensacia.
gasaRebis stimulirebis efeqtianobis uzrunvelsayofad
aucilebelia obieqtebis mixedviT miznebis sworad gansaz-
Rvra. saerTod gasaRebis stimulirebis miznebi obieqtebis
mixedviT SeiZleba iyos Zalian gansxvavebuli.
momxmarebelTa stimulirebis miznebi SeiZleba Camoya-
libdes ase: gayidvis moculobis gazrda moklevadian period-
Si; axali momxmareblebis mozidva; bazris wilis gafarToeba
352
arsebuli segmentebis ufro Rrmad aTvisebis an axal segmen-
tebze SeRwevis gziT; loialurad ganwyobili momxmareble-
bis SenarCuneba.
sabiTumo da sacalo vaWrobis muSakTa stimulirebam
unda uzrunvelyos: biZgis micema vaWrobis muSakebisTvis sa-
vaWro asortimentSi mocemuli sawarmos produqtis CasarTa-
vad; vaWrobis muSakTa darwmuneba sawarmos produqtis rek-
lamirebisa da misi gansazRvruli maragis Seqmnis aucileb-
lobaSi.
sakuTari savaWro personalis stimulirebis ZiriTadi
mizania maTi motivacia axali momxmareblebis mosazidad da
saerTod momxmareblebTan normaluri kavSiruruTierTobis
dasamyareblad.
gasaRebis stimulirebis saSualebebs irCeven obieqtebis
mixedviT.
momxmarebelTa stimulirebisTvis gamoiyeneba nimuSebi,
kuponebi, daTmobebi, bonusuri SefuTva, premiebi, suvenirebi,
mudmivi klientebis dajildoeba, eqspoziciebi gayidvis adgi-
lebze, konkursebi, latarea da TamaSebi.
nimuSebi produqtis sacdeli partiaa, romelic mcire
odenobiT miewodeba momxmareblebs. marTalia, stimulirebis
es saxe dadebiT Sedegs iZleva, magram dakavSirebulia did
xarjebTan, gansakuTrebiT maSin, roca nimuSebi ufasod mie-
wodebaT momxmareblebs. nimuSebi igzavneba fostiT, maT ari-
geben maRaziebSi, amagreben gasayidad gamotanil sxva saqo-
nelze, awvdian saxlebSi.
kuponebi sertifikatia, romelic saSualebas aZlevs
myidvels dazogos saxsrebi gansazRvruli saqonlis yidvis
dros winaswar SeTanxmebuli pirobebiT. kuponebis gavrcele-
bis mizania saqonlis gasaRebis waxaliseba simwifis etapze
an momxmareblis mier axali saqonlis gasinjvis procesis
daCqareba. kuponebs avrceleben fostiT, maT daurTaven sxva
353
saqonels, avrceleben gazeTebiT, JurnalebiT. momxmareblebs
SeuZliaT kuponebis gamoyeneba sacalo vaWrobis obieqtebSi,
romlebic amisTvis kompensacias iReben mwarmoeblebisgan.
mwarmoeblebi daTmobas fasidan aZleven momxmarebels
saqonlis SeZenis Semdeg. momxmarebeli mwar-
moebels ugzavnis saqonlis fasis gadaxdis damadasturebel
qviTars, mwarmoebeli ki ukan ubrunebs gadaxdili Tanxis na-
wils fostis meSveobiT.
bonusuri SefuTva iTvaliswinebs momxmareblisTvis me-
ti raodenobis saqonlis SeTavazebas specialuri SefuTviT
da Semcirebul fasad. magaliTad, ori erTnairi saqoneli
erTis fasad an ori gansxvavebuli an erTmaneTTan dakavSire-
buli saqoneli Semcirebul fasebSi.
suvenirebi saqonelia, romelsac momxmarebels sTavazo-
ben an ufasod an Zalian dabal fasSi produqtis yidvis wa-
saxaliseblad.
ucxoeTSi miRebulia mudmivi klientebis fuliT an sa-
qonliT dajildoeba. praqtikulad es ase xorcieldeba: sa-
warmoebi saqonlis da momsaxurebis yidvisTvis mudmiv klien-
tebs uweseben qulebs. qulebis mixedviT ki saqonelis yidvis
dros maT miecemaT daTmobebi fasidan.
gasaRebis stimulirebis mizniT gayidvis adgilebSi sa-
warmoebi awyoben TavianTi eqspoziciebis gamofenebsa da de-
monstrirebas.
garkveul rols momxmarebelTa stimulirebaSi mokle-
vadiani periodisTvis konkursebi, latarea da TamaSebi asru-
lebs. aseTi saxis RonisZiebebi SesaZleblobas aZlevs momxma-
reblebs moigon fuli, sagzurebi, sxvadasxva saxis saqone-
li da a.S.
konkursebi tardeba televiziis, telefonis gamoyene-
biT. momxmareblebs sTavazoben kiTxvebze pasuxis gacemas, sa-
qonlis saxelwodebis, sawarmos sloganis SerCevaSi monawi-
354
leobis miRebas. specialuri Jiuri afasebs kiTxvebze pasu-
xebs da saukeTeso pasuxis avtors ajildoebs. latariis ga-
TamaSebis dros iyideba bileTebi, romelTa mflobelebis sa-
xelebis mixedviT awyoben kenWisyras da gamoavlenen gamar-
jvebulebs. konkursebTan SedarebiT momxmareblebi
upiratesobas latareas aniWeben, radgan gamarjvebulebis
gamovlena SemTxveviTobas emyareba, rac samarTlianobasTan
asocirdeba. Tanac saWiro ar aris produqtis yidva da gaTa-
maSebis Catarebis meqanizmic martivia.
TamaSebi xSirad ewyoba televiziiT, magaliTad, asoebis
TandaTanobiT amocnobis gziT moTamaSe gamoicnobs sityvas
da miiRebs prizs.
vaWrobis muSakTa stimulirebisTvis mwarmoebeli sa-
warmoebi iyeneben rogorc momxmarebelTa stimulirebis in-
strumentebs (konkursebi, saCuqrebi, ...), ise specifikur sa-
Sualebebs. vaWrobis muSakTa stimulirebis specifikur saSu-
alebebSi Sedis savaWro daTmobebi, romelTac mwarmoeblebi
sTavazoben biTumad da sacalod movaWreebs TavianTi saqon-
lis bazarze win wasawevad. praqtikaSi savaWro daTmobebi
sxvadasxva formiT vlindeba, kerZod, ansxvaveben Semsyidve-
lis daTmobas da CasaTvlel daTmobas. Semsyidvelis daTmoba
sacalo vaWrobas miecema nayid saqonelze. is warmoadgens
Sesasyidi fasis Semcirebas drois gansazRvrul periodSi.
CasaTvleli daTmoba gulisxmobs vaWrobisTvis fasebis Sem-
cirebas saqonlis reklamirebaze gaweuli danaxarjebis da-
farvis an kidev momxmareblisTvis maRaziaSi saqonlis ufro
ukeTesad SeTavazebisTvis saWiro xarjebis asanazRaureblad.
amis Sesabamisad gamoyofen sareklamo daTmobas da sagamofe-
no daTmobas. sareklamo daTmobas mwarmoebeli aZlevs saca-
lod movaWres produqtis reklamirebaze gaweuli xarjebis
asanazRaureblad. sagamofeno daTmobis mizania produqtis
demonstrirebasTan dakavSirebuli xarjebis anazRaureba.
355
maRaziebSi momxmarebelTa stimulirebisTvis ganxorcie-
lebuli RonisZiebebi, romlebic uzrunvelyofen momxmareb-
lis winaSe saqonlis ukeTesad wardgenas da Sesabamisad rea-
lizaciis moculobis gazrdas, stimuls aZlevs vaWrobis mu-
Sakebs srulyon gayidvis adgilze saqonlis reklama, rome-
lic ganviTarebul qveynebSi cnobilia, rogorc reklama ga-
yidvis wertilSi. aseTi reklama emyareba im mosazrebas, rom
momxmarebeli xSirad yidvaze gadawyvetilebas swored maRa-
ziaSi misvlis da iq ganTavsebuli reklamis gavleniT iRebs.
mwarmoeblebi zogjer saqonlis gayidviT dainteresebis
gasaZliereblad Suamavlebs ufasod gadascemen saqonlis gan-
sazRvrul raodenobas.
mwarmoebeli sawarmoebi individualuri momxmareblebi-
sa da vaWrobis muSakebis waxalisebasTan erTad biznesmomxma-
reblebsac astimulireben. maTi stimulirebis mizania saqmia-
ni kontaqtebis damyareba da SenarCuneba, gayidvis moculobis
gazrda, firma – momxmareblebis savaWro personalis motiva-
ciis gaZliereba. stimulirebis instrumentebi igivea, rac
momxmarebelTa da vaWrobis muSakTa stimulirebis procesSi
gamoiyeneba. am instrumentebs Soris yvelaze farTod savaW-
ro Sou da gamyidvelebis konkursia gavrcelebuli.
savaWro Sou anu savaWro gamofena saSualebas aZlevs
mwarmoeblebs daamyaron saqmiani kavSiri mravalricxovan po-
tenciur klientebTan, romlebsac gamofenaze aramarto sa-
qonlis, aramed mwarmoebeli sawarmoebis Sesaxebac informa-
ciis gacnobis saSualeba eZlevaT. aSS-sa da kanadaSi yovel-
wliurad 4300-ze meti gamofena ewyoba. erT-erTi yvelaze
didi savaWro gamofenaa Comdex – sainformacio teqnologi-
ebis gamofena, romelic las-vegasSi tardeba yoveli wlis
noemberSi. am gamofenaSi daaxloebiT 220000 kaci monawile-
obs. Comdex-is reklamireba mTel qalaqSi xdeba 25000 ba-
neriT.
356
savaWro gamofenebi saukeTeso saSualebaa biznesmomxma-
reblebisTvis axali saqonlis SesaTavazeblad da axali sa-
qonlis bazarze dasamkvidreblad.
gamyidvelebis konkursze gamarjvebulTa motivacia xde-
ba ufaso sagzurebiT egzotikur adgilebSi samogzaurod,
fuladi premiiT yovel gayidul sasaqonlo erTeulze da
a.S. zogjer konkursis monawileebi, ubralod, agroveben qu-
lebs, romelTac SemdgomSi sxvadasxva prizebze cvlian.
biznesis efeqtianad warmarTvaSi mniSvnelovani roli
sakuTari personalis stimulirebas akisria. amiT, jer erTi,
izrdeba sakuTari personalis daintereseba sawarmos muSao-
bis SedegebiT, meore, Zlierdeba TanamSromlebSi sawarmos
mimarT dadebiTi ganwyoba. sakuTari personalis dadebiTi da-
mokidebuleba xSirad mTel sazogadoebaze vrceldeba, rac
xels uwyobs sawarmos imijis Seqmnas da realizaciis pro-
cesis daCqarebas.
gasaRebis stimulirebis sistemis ganviTarebis da gamo-
yenebis done qveynebis mixedviT gansxvavebulia. evropis qvey-
nebSi es sistema yvelaze metad did britaneTSia ganviTare-
buli. am qveynis sacalo qseli, ZiriTadad, ramdenime piris
kuTvnilebaa, isini ki mwarmoeblebis mier SemoTavazebuli ga-
saRebis stimuliebis RonisZiebebs centralizebuli wesiT
axorcieleben.
qveynebis mixedviT gansxvavebulia gasaRebis stimulire-
bis sakanonmdeblo bazac. did britaneTSi gasaRebis stimu-
lirebis maregulirebeli normebi da kanonebi sxva qveynebTan
SedarebiT liberaluria. gasaRebis stimulirebis RonisZiebe-
bis ganxorcielebis Tavisuflebis TvalsazrisiT evropaSi
gamoirCeva, agreTve, poloneTi, ungreTi da CexeTi. rac See-
xeba belgias, germanias da safrangeTs, isini Zalian mkacrad
aregulireben gasaRebis stimulirebis sferoSi ganxorciele-
bul QRonisZiebebs. magaliTad, belgiaSi, portugaliaSi, ita-
357
liaSi, safrangeTSi, luqsemburgSi, saberZneTsa da irlandia-
Si sacalo vaWrobas ara aqvs ufleba saqoneli momxmareb-
lebs SesTavazos Rirebulebaze dabal fasad, belgiaSi akrZa-
lulia sacalo vaWrobaSi 33%-ze meti daTmoba. gasaRebis
stimulirebis sistemaSi mkacri kontrolis momxreebi Tvli-
an, rom amiT icaven momxmarebelTa interesebs. maTi azriT,
gasaRebis stimulirebis mkacri sakanonmdeblo baza vaWrobis
muSakebs momxmarebelTa dabnevis da motyuebis saSualebas ar
aZlevs. liberalizaciis momxreTa SexedulebebiT, ar aris
swori gasaRebis stimulirebis sistemis mkacrad regulire-
ba, radgan amiT momxmarebelTa uflebebic izRudeba da saca-
lo vaWrobis ganviTarebac ferxdeba. dReisTvis evrokomisiis
gadawyvetilebiT mimdinareobs muSaoba evrokavSiris terito-
riaze gasaRebis stimulirebis axali erTiani da ufro libe-
raluri wesebis SemosaRebad. magram es ar niSnavs imas, rom
evrokavSiris yvela qaveyanaSi gasaRebis stimulirebis siste-
ma mTlianad identuri iqneba. qveynebs Soris enobrivi da
kulturuli gansxvaveba gasaRebis stimulirebis da reklami-
rebis erTiani sistemis konkretul pirobebTan adaptaciis
aucileblobas ganapirobebs.
13.5. sazogadoebasTan urTierToba marketingis

sistemaSi
sazogadoebasTan urTierToba (Public Relations) komu-

nikaciis arapirdapiri arxia, romelic xels uwyobs sawar-
mos produqciis realizacias. amasTan, komunikaciis es arxi
kargad muSaobs sawarmos imijis Seqmnisa da SenarCunebis mi-
marTulebiTac.
ganviTarebul qveynebSi sazogadoebasTan urTierTobis
samsaxurebi iqmneba rogorc komerciul, ise arakomerciul
358
sawarmoebSi. amasTan, Seqmnilia sazogadoebasTan urTierTo-
bis mZlavri specializebuli firmebi, romlebic SekveTebiT
muSaoben. aSS-Si, magaliTad, sazogadoebasTan urTierTobis
daaxloebiT 1800 firma funqcionirebs. amasTan, aTasobiT
mcire firma da calkeuli adamiani asrulebs garkveul ope-
raciebs sazogadoebasTan urTierTobis sferoSi. saqarTvelo-
Si sazogadoebasTan urTierTobis sistemis biznesSi gamoyene-
bis istoria uaxloes warsulSi daiwyo. dReisTvis mowinave
qarTul samrewvelo sawarmoebs da bankebs Seqmnili aqvT sa-
zogadoebasTan urTierTobis samsaxurebi, romlebic xSirad
marketingis samsaxurTan aris gaerTianebuli. funqcionirebs
sazogadoebasTan urTierTobis specializebuli firmebic (ma-
galiTad, profili).
sazogadoebasTan urTierTobis samsaxurebi sawarmoebSi
jgufis, ganyofilebis, sammarTvelos, departamentis saxiT
iqmneba. zogjer sawarmoebs mxolod sazogadoebasTan urTi-
erTobis menejeri hyavT.
Tanamedrove msoflioSi biznesSi swrafad viTardeba
sazogadoebasTan urTierTobis sistema. es adekvaturi reaq-
ciaa ekonomikis calkeul dargebsa da sawarmoebze sazogado-
ebis gaZlierebul zewolaze. sazogadoeba, romelic kargad
erkveva eTikuri qcevis normebsa da Tanamedrove ekologiur
problemebSi, qmnis sxvadasxva saxis organizaciebs sawarmoeb-
ze zemoqmedebis mosaxdenad (momxmarebelTa uflebebis dac-
vis sazogadoeba, mwvaneTa moZraoba...). sazogadoebasTan urTi-
erTobis samsaxurebis movaleobaa sazogadoebaSi sawarmoTa
saqmianobis dadebiTad warmoCena, rac efeqtianad muSaobis
aucilebeli pirobaa.
sazogadoebis didi nawili dReisTvis Tvlis, rom arae-
Tikuri da saerTod mTeli sazogadoebisTvis miuRebel qme-
debebze ama Tu im sawarmoSi pasuxismgebloba, pirvel rigSi,
umaRlesi donis menejerebs ekisrebaT. aseT pirobebSi sawar-
359
moTa xelmZRvanelebs didi Zalisxmeva marTebT, rom sazoga-
doebis kritikis obieqti ar gaxdnen. didi xnis ganmavlobaSi
amerikis sazogadoeba brals sdebda kompania Philip Morris-is
xelmZRvanelobas Tambaqos reklamasTan dakavSirebiT, Tvlida
ra rom, kompaniis sareklamo mimarTva axalgazrda adamianebs
Tambaqos moxmarebisken ubiZgebda. kompaniam am braldebis
uaryofis miuxedavad mainc mimarTa sazogadoebasTan urTier-
Tobis saagentos (Primedia) Tambaqos mowevis sawinaaRmdego
kampaniis CatarebaSi daxmarebisTvis. Catarebuli kampaniis mi-
uxedavad sazogadoebis aqtivistebi mainc ar endobian kompa-
nias, mis sareklamo saqmianobas da miaCniaT, rom mis mier ga-
tarebuli RonisZiebebi kidev erTi cdaa bavSvebis Tambaqos
momxmareblebad gadaqcevis gzaze.
sazogadoebasTan urTierTobis sistema sawarmoebSi
funqcionirebs Semdegi mimarTulebebiT:
1) urTierToba masobrivi informaciis saSualebeb-
Tan;
2) produqciis propaganda;
3) korporaciuli kavSirebi;
4) lobireba;
5) konsultaciuri saqmianoba.
masobrivi informaciis saSualebebis meSveobiT sazoga-
doebas miewodeba axali ambebi kompaniis, misi saqonlis da
kompaniaSi dasaqmebuli adamianebis Sesaxeb. am mizniT iyeneben
werilebs, pres-relizebs, intervius, Sexvedrebs, analitikur
programebs...
produqtis propaganda iTvaliswinebs sazogadoebisTvis
produqtis Sesaxeb informaciis miwodebas da mis reklamire-
bas. marTalia, reklama sazogadoebaze zemoqmedebis damouki-
debeli saSualebaa, is aqtiurad gamoiyeneba sazogadoebasTan
urTierTobis sistemaSic. Tumca, umetes SemTxvevaSi, sazoga-
doebasTan urTierTobis samsaxuris roli sareklamo saqmia-
360
nobis kompaniis komunikaciur politikasTan Sesabamisobis
uzrunvelyofaSi gamoixateba.
korporaciuli kavSirebi is komunikaciebia, romelTac
mocemuli konkretuli sawarmo sakontaqto auditoriasTan
amyarebs. korporaciuli kavSirebis mizania zemoqmedebis mox-
dena miznobriv auditoriaze, krizisuli situaciebis gamos-
woreba da sawarmos imijis Seqmna. sawarmoebi miznobriv au-
ditorias irCeven dasaxuli miznebis miRwevis procesSi maTi
mosalodneli wvlilis gaTvaliswinebiT. amasTan, sawarmos-
Tvis saWiro Sedegebis misaRebad maTze zemoqmedebas aZliere-
ben. krizisuli situaciebidan sawarmos gamosvlis mizani,
upiratesad, momxmareblis mier uaryofili saqonlis bazarze
ukan dabrunebaa. korporaciulma kavSirebma aucileblad unda
Seuwyos xeli sawarmos imijis Seqmnas da mis Semdgom gan-
mtkicebas.
lobirebis mizani sakanonmdeblo da aRmasrulebel xe-
lisuflebasTan TanamSromlobaa sakanonmdeblo procesebze
zemoqmedebis mosaxdenad.
konsultaciuri saqmianoba gulisxmobs sazogadoebasTan
urTierTobis samsaxuris mier xelmZRvaneli muSakebisTvis
rCevebis micemas sawarmos Sesaxeb im mizniT, rom maT SeZlon
swori poziciis dakaveba sazogadoebisTvis mniSvnelovan sa-
kiTxebze.
sazogadoebasTan urTierTobis samsaxurebis saqmianobaSi
fablisits ukavia mniSvnelovani adgili. igi uSualod ukav-
Sirdeba saqonlis, momsaxurebis, ideis, adgilis, pirovnebis
da organizaciis bazarze win wawevas. fablisiti produqtis
gaupirovnebeli stimulirebaa mniSvnelovani, produqtTan da-
kavSirebuli, axali ambebis masobrivi informaciis saSuale-
bebSi ufasod ganTavsebis gziT. fablisiti iqmneba pres-re-
lizebiT, specialuri RonisZiebebis mowyobiT, pres-konferen-
ciebis CatarebiT.
361
pres-relizi sazogadoebisTvis informaciis mokled mi-
wodebaa faqtebze dayrdnobiT. specialur RonisZiebebSi Se-
dis iubileebis, Sejibrebebis, zeimebis da sxva saxis Ronis-
Ziebebis mowyoba. RonisZiebebze mowveulma adamianebma da
warmoTqmulma sityvebma, gadaRebulma fotoebma, presaSi Ro-
nisZiebebis Sesaxeb gamoqveynebulma informaciam xeli unda
Seuwyos mocemul konkretul sawarmoze sazogadoebaSi dade-
biTi Sexedulebebis Camoyalibebas da misi saqmianobiT dain-
teresebas. pres-konferenciebi ewyoba arsebuli gamocdilebis
sxvebisTvis gaziarebis da maTze dadebiTi STabeWdilebis
moxdenis mizniT.
ganviTarebul qveynebSi firmebi fablisits xSirad iye-
neben imijis formirebisa da ganmtkicebis, agreTve, sakuTari
Sexedulebebis gavrcelebis mizniT.
sawarmoebSi fablisitis gamoyenebis safuZvelia is,
rom axal ambebs sazogadoeba ar ukavSirebs sawarmoebs da
maT aRiqvams rogorc masobrivi informaciis saSualebebiT
gavrcelebul obieqtur informacias. fablisiti fasian rek-
lamasTan erTad dadebiTad moqmedebs sawarmos imijze da
xels uwyobs saqmianobis efeqtianobis amaRlebas.
sawarmoTa menejmenti sazogadoebaze zemoqmedebis mo-
saxdenad saqmianobis saxeebis mixedviT mravalferovan in-
strumentebs iyenebs. maT Soris, pirvel rigSi, gamoyofen:
1) axali ambebs, romlebic sazogadoebas miewodeba
rogorc presis, ise audio-vizualuri saSualebebi-
sa da internetis meSveobiT. zogjer axali ambebis
gasavrceleblad specialuri RonisZiebebic ki ewyo-
ba.
2) xelmZRvaneli muSakebis sajaro gamosvlebs presaSi,
radiosa da televiziaSi. xelmZRvanel muSakTa ga-
mosvlis Sedegad SeiZleba sawarmoTa imiji amaR-
ldes an gauaresdes.
362
3) specialur RonisZiebebs Ria karis dReebis, pres-
konferenciebis, gamofena-gayidvebis mowyobis, nimu-
Sebis demonstrirebis, TviTon sawarmosa da misi
produqtebis cnobili msaxiobebis monawileobiT
prezentaciis, saganmanaTleblo programebis saxiT.
4) beWdviTi masalebis momzadebas da gavrcelebas yo-
velwliuri angariSebis, broSurebis, adgilobrivi
gamocemebis, korporaciuli gamocemebis, statiebis,
krebulebisa da Jurnalebis saxiT.
5) masalebs, romlebic qmnian sawarmos vizualur sa-
xes: logotips, sxvadasxva blankebs, savizito bara-
Tebs, Senobis garegnul saxes, sawarmos muSakTa
Cacmulobas da sxva.
6) sazogadoebriv saqmianobas, romelic gamoixateba
saqvelmoqmedo fondebisTvis mxardaWeriT, invali-
debisTvis daxmarebiT da sxva RonisZiebebSi monawi-
leobiT.
7) sponsorobas, romelic, ZiriTadad, vlindeba kul-
turisa da sportis mfarvelobis formiT. sponso-
robiT sawarmoebi cdiloben dadebiTad wardgnen sa-
zogadoebis winaSe.
8) audio-vizualur masalebs, romlebic uzrunvelyo-
fen adamianis mexsierebaSi miwodebuli informaciis
xangrZlivi periodis ganmavlobaSi darCenas. mas mi-
ekuTvneba: slaidebi, video da audiokasetebi.
9) Web-saitebs, romlebic sazogadoebaze did zemoqme-
debas axdenen. Web-saitidan momxmareblebma da sa-
zogadoebis sxva wevrebma SeiZleba miiRon maTTvis
saWiro informacia, SeiZleba Web-saitze garTobis
mizniTac Sevidnen. Web-saitiT SeiZleba momxmareb-
lebTan konfliqtebis mogvarebac. marTalia, inter-
nets sazogadebasTan urTierTobis sistemis srul-
363
yofis didi SesaZleblobebi aqvs, mainc mas ar SeuZ-
lia mTlianad Secvalos sazogadoebaze zemoqmede-
bis sxva instrumentebi.
10) reklamas, romelic sazogadoebaze gavlenis moxde-
nis mZlavri instrumentia. sazogadoebasTan urTi-
erTobis samsaxurma SeiZleba sazogadoebaze zemoq-
medeba swored sareklamo politikis saSualebiT
moaxdinos. reklama da sazogadoebasTan urTierToba
saqmianobis bevr sferoSi erToblivad da efeqtiana-
dac gamoiyeneba. amitom reklama ganixileba rogorc
sazogadoebasTan urTierTobis sistemis instrumen-
ti.
sazogadoebasTan urTierTobis sistemis funqcionireba
sawarmoebSi unda moxdes garkveuli RonisZiebebis logikuri
TanmimdevrobiT ganxorcielebis pirobebSi, kerZod, saWiroa
Semdegi RonisZiebebis gatareba: sazogadoebasTan urTierTo-
bis sistemis miznebis gansazRvra; sazogadoebisTvis mimar-
Tvis instrumentebis SerCeva; sazogadoebasTan urTierTobis
sferoSi moqmedebaTa gegmis Sedgena; gegmis realizacia da
miRebuli Sedegebis Sefaseba.
XIII TavSi gamoyenebuli marketinguli terminebi:
reklama
reklamis saxeebi
produqtis reklama
prestiJuli reklama
korporaciuli reklama
sainformacio reklama
rCevis mimcemi reklama
Semxsenebeli reklama
reklamis gavrcelebis arxebi
364
sareklamo mimarTva
gasaRebis stimulireba
gasaRebis stimulirebis saSualebebi
gasaRebis stimulirebis obieqtebi
sazogadoebasTan urTierToba
lobireba
fablisiti
pres-relizi
pres-konferencia
sponsoroba
reziume
reklama, gasaRebis stimulireba da sazogadoebasTan

urTierToba marketingis ZiriTadi saSualebebia, gamoyenebu-
li momxmarebelze zemoqmedebis mosaxdenad da bazarze pro-
duqtebis win wasawevad.
reklama, romelic informaciis gavrcelebis gaupirovne-
beli fasiani saSualebaa, or ZiriTad saxed iyofa: produq-
tis reklama da prestiJuli reklama. produqtis reklama
uzrunvelyofs sazogadoebisTvis saqonlisa da momsaxurebis
Sesaxeb informaciis miwodebas. prestiJuli reklamis mizania
sazogadoebaSi sawarmos, dargis imijis Seqmna. reklamas ga-
nasxvaveben dasaxuli miznebisa da amocanebis Sesabamisadac.
amis mixedviT gamoyofen: sainformacio reklamas, rCevis mim-
cem reklamas da Semxsenebel reklamas. sareklamo miznebis
miRweva uSualod ukavSirdeba yovel konkretul situaciaSi
reklamis gamavrcelebeli arxebis sworad SerCevas. dReis-
Tvis gamoiyeneba reklamis gavrcelebis Semdegi ZiriTadi ar-
xebi: gazeTebi, Jurnalebi, televizia, radio, fosta, stende-
bi, plakatebi, maRaziis abrebi, satransporto saSualebebi,
interneti.
365
reklamis gavrcelebis yovel arxs Tavisi upiratesobe-
bi da naklovanebebi gaaCnia, rac sawarmoebma unda gaiTvalis-
winon maTi SerCevis procesSi.
reklamirebis procesi Sedgeba Semdegi etapebisgan: sa-
reklamo miznebis dadgena, reklamis biujetis Sedgena, sarek-
lamo mimarTvis Sedgena, reklamis matareblebis SerCeva, sa-
reklamo mimarTvis auditoriisTvis miwodeba, reklamis Sede-
gebis Sefaseba. reklamis Semqmnelebma zustad unda gansaz-
Rvron reklamis mizani (an miznebi). reklamis efeqtianobaze
uSualo gavlenas axdens sareklamo mimarTvis Sinaarsi, ro-
melic ganisazRvreba reklamis miznis (an miznebis) Sesabami-
sad. amitom sareklamo mimarTva aucileblad unda Seqmnas
profesionalma, romelic SeZlebs produqtis momxmareblis
poziciidan daxasiaTebas. is moerideba produqtis zedmet qe-
bas da win ar wamowevs produqtis im naklovanebebs, romle-
bic dafarulia momxmareblisTvis. profesionalze bevrad
aris damokidebuli, Tu rogor imoqmedebs momxmarebelze
reklamis Sinaarsi, misi gaformeba da struqtura. sareklamo
biujeti ganisazRvreba Semdegi meTodebiT: reklamis saxsre-
bis gansazRvra gayidvis moculobidan procentuli wilis
Sesabamisad, naRdi saxsrebis mixedviT reklamis fiqsirebuli
sididis dadgena, konkurentuli paritetis meTodi, reklama-
ze saxsrebis gamoyofa sawarmos miznebisa da amocanebis Se-
sabamisad.
gasaRebis stimulirebis saSualebebi ganapirobebs pro-
duqtis gayidvis waxalisebas drois mokle monakveTSi. maT
miekuTvneba: nimuSebi, kuponebi, daTmobebi, savaWro Sous mow-
yoba da a.S. isini ramdenadme gansxvavebulia momxmareblebis,
vaWrobis muSakebis da sakuTari ATanamSromlebis mixedviT.
sazogadoebasTan urTierTobis saSualebebs sawarmoebi
SedarebiT iSviaTad iyeneben miuxedavad imisa, rom isini saqon-
lis bazarze win wawevis did SesaZleblobebs floben. sazo-
366
gadoebasTan urTierTobis sistema xels uwyobs sawarmos imi-
jis Seqmnas, rac dadebiTad moqmedebs produqtis realizacia-
ze. es sistema sawarmoebSi funqcionirebs Semdegi mimarTule-
bebiT: urTierToba masobrivi informaciis saSualebebTan, pro-
duqciis propaganda, korporaciuli kavSirebi, lobireba, kon-
sultaciuri saqmianoba. sazogadoebasTan urTierTobis siste-
mis CarCoebSi informacia sazogadoebas miewodeba Semdegi in-
strumentebiT: axali ambebi, xelmZRvanel muSakTa sajaro ga-
mosvlebi, specialuri RonisZiebebi, BbeWdviTi masalebi, sa-
warmos vizualuri saxis Semqmneli masalebi, sazogadoebrivi
saqmianoba, sponsoroba, audio-vizualuri masalebi, Web -sai-
tebi, reklama.
367
Tavi 14. personaluri gayidvebi
da pirdapiri marketingi
XIV Tavis swavlebis miznebi

1) momxmarebelTa moTxovnilebebis dakmayofilebaSi
sawarmos savaWro personalis rolis saTanadod
gacnobiereba;
2) savaWro personalis marTvis procesis etapebis
daxasiaTeba;
3) gayidvis procesis aRwera;
4) pirdapiri marketingis arsis axsna da misi upi-
ratesobebis aRwera. pirdapiri maketingis for-
mebis daxasiaTeba.
14.1. personaluri gayidvebis roli integrirebul marketin-

gul komunikaciebSi
personaluri gayidvebi gulisxmobs sawarmoebSi ga-

yidviT dakavebuli personalis mier prezentaciebis Catare-
bas produqciis gasaRebisa da myidvelebTan urTierTobebis
Camoyalibebis mizniT.
368
personaluri gayidva gamyidvelebsa da myidvelebs So-
ris ormxrivi urTierTobis formaa, rac xorcieldeba Sex-
vedrebis, telefoniT dakavSirebis, internetkonferenciebis
Catarebis da sxva saxiT. personaluri gayidva, rogorc ko-
munikaciis forma, rTuli savaWro operaciebis daregulire-
bisas xSirad ramdenadme ufro Sedegiania, vidre reklama.
amas reklamisgan gansxvavebiT momxmareblebTan uSualo kon-
taqti ganapirobebs.
vaWroba adamianTa erT-erTi uZvelesi profesiaa. is
warmoadgens sasaqonlo gacvlis ganviTarebul formas. Tav-
dapirvelad saqonlis gayidviT dakavebulni iyvnen moxetiale
vaWrebi, romlebic yididnen TavianT warmoebul an sxva qvey-
nebidan Semotanil saqonels. am adamianebisTvis vaWroba meo-
rexarisxovan saqmianobad iTvleboda. mogvianebiT vaWroba Ca-
moyalibda biznesis damoukidebel dargad, romelic did
rols asrulebda qveynebis ekonomikaSi.
vaWrobiT dakavebul adamianebs sxvadasxva saxeli
aqvT: gamyidvelebi, savaWro warmomadgenlebi, gamyidvel-kon-
sultantebi, komivoaJorebi, agentebi, marketologebi da a.S.
yvela isini emsaxurebian saqonlis momxmareblisTvis gadace-
mas.
vaWrobis procesSi mTavari figura gamyidvelia. is
moqmedebs ama Tu im sawarmos saxeliT da asrulebs erT an
ramdenime funqcias: potenciuri klientebis gamoZebna, komu-
nikacia, momxmarebelTa momsaxureba da informaciis Sekreba.
gamyidvelTa ganaTlebasa da profesionalizmzea, ZiriTadad,
damokidebuli Tu ramdenad warmatebiT gaiyideba ama Tu im
sawarmos saqoneli. amitom savaWro sawarmoebi did yuradRe-
bas uTmoben gamyidvelTa daqiravebisa da maTi SenarCunebis
process, savaWro personalis stabilurobas. profesionali
gamyidvelis samsaxuridan wasvla savaWro sawarmoebisTvis
369
wamgebiania. gamyidvelebis denadobiT sawarmos xarjebi
izrdeba.
gamyidvelebis profesionalizmzea uSualod damokide-
buli Tu ra rols Seasrulebs personaluri gayidvebi in-
tegrirebul marketingul komunikaciebSi. amitom sawarmoebi
gamyidvelebs yovelTvis didi mondomebiT arCeven. xelmZRva-
nelebi guldasmiT aanalizeben vaWrobiT dakavebuli Tanam-
Sromlebis saqmianobas da gamoavlenen im maxasiaTeblebs,
romlebic aucilebelia mocemuli sawarmos warmatebuli saq-
mianobisTvis da romlebic unda axasiaTebdes samsaxurSi ax-
lad ayvanil adamianebs.
ganviTarebul qveynebSi Tanamedrove gamyidvelebis um-
ravlesoba kargi ganaTlebiTa da maRali profesionalizmiT
gamoirCeva. gamyidvelebi yovelmxriv exmarebian myidvelebs
saqonlis yidvis procesSi, kerZod, arkveven maT moTxovnile-
bebs, exmarebian saqonlis SerCevasa da gadawyvetilebis miRe-
baSi, uxsnian maT saqonlis gamoyenebis wesebs, Tu es auci-
lebelia, maRaziebSi qmnian normalur atmosferos.
personaluri gayidvebis roli sxvadasxva sawarmoSi
gansxvavebulia. zogierTi sawarmo saerTod ar sargeblobs
gamyidvelebis momsaxurebiT. aseTebia: eleqtronuli katalo-
gebis gamoyenebiT da agentebisa da brokerebis meSveobiT mo-
vaWre sawarmoebi. amasTan, sawarmoTa umetesoba Tavis saqmia-
nobas swored savaWro personalis gamoyenebiT axorcielebs.
samomxmareblo saqonlis mwarmoebeli Tanamedrove kompanie-
bis umetesobas saqoneli momxmareblamde savaWro Suamavle-
bis gamoyenebiT dayavs. ase rom momxmarebeli TiTqmis ver
xvdeba kompaniaTa savaWro personalis warmomadgenlebs, rom-
lebic uSualod ukavSirdebian sacalo savaWro sawarmoebSi
dasaqmebul adamianebs da awvdian maT TavianTi sawarmos mi-
er warmoebul saqonels. mwarmoebel sawarmoebSi savaWro
personali ormxriv rols asrulebs. erTi mxriv, is momxma-
370
reblebis winaSe waradgens sawarmos, risTvisac asrulebs
Semdeg funqciebs: avrceleben informacias sawarmosa da misi
produqciis Sesaxeb, cdiloben Camoayalibon moTxovna sawar-
mos produqciaze, uSualod ukavSirdebian momxmareblebs,
aTanxmeben fasebs da gayidvis pirobebs, yidian produqcias,
emsaxurebian momxmareblebs gayidvis Semdgom periodSi. maT
saqmianobaSi garkveuli adgili ukavia bazris kvlevas. meore
mxriv, samrewvelo kompaniaTa savaWro personali momxmareb-
lebis interesebis gamomxatvelia. is warmarTavs urTierTo-
bebs kompaniasa da momxmareblebs Soris. savaWro personals
kompaniebamde miaqvs momxmarebelTa pretenziebi, maTi saWiro-
ebebi. specialistebi Tvlian, rom Tu adre savaWro persona-
li zrunavda mxolod gayidvis procesze, dRes mdgomareoba
Seicvala da man unda ifiqros momxmarebelTa moTxovnilebe-
bis dakmayofilebasa da mogebis miRebazec. momavalSi, specia-
listebis azriT, savaWro personalis roli kompaniebSi ki-
dev ufro unda gaizardos. man unda izrunos ara mxolod
axali momxmareblebis mozidvaze da maTTan garigebebis dade-
baze, aramed unda daexmaros kompanias klientebTan grZelva-
diani, urTierTxelsayreli kavSirebis damyarebaSic. dRes
swored ase xdeba mowinave kompaniebSi.
14.2. savaWro personalis marTva kompaniebSi
kompaniebis savaWro personalis marTva gulisxmobs

misi saqmianobis analizs, dagegmvasa da kontrols. savaWro
personalis marTvis procesi etapobrivad mimdinareobs (ix.
nax.14.1.) da moicavs Semdeg etapebs: savaWro personalis miz-
nis formulireba, savaWro personalis saqmianobis strategi-
is gansazRvra, savaWro personalis struqturis dadgena, sa-
vaWro personalis SerCeva da daqiraveba, savaWro persona-
lis Sromis anazRaurebis wesisa da sididis gansazRvra, sa-
371
vaWro personalis saqmianobis kontroli, savaWro persona-
lis saqmianobis efeqtianobis Sefaseba.
rogorc praqtika uCvenebs, sxvadasxva kompania Tavisi
savaWro personalisgan sxvadasxva amocanis Sesrulebas iT-
xovs. magram mainc TiTqmis yvela kompaniaSi savaWro perso-
nals uwevs Semdegi samuSaos Sesruleba:
1) axali moTxovnilebebis gamoZebna;
2) informaciis gavrceleba kompaniasa da mis pro-
duqciaze;
3) momxmarebelTa momsaxureba;
4) informaciis Sekreba.
savaWro personalis miznis formulireba
savaWro personalis saqmianobis strategiis gansazRvra
savaWro personalis struqturis dadgena
savaWro personalis SerCeva da daqiraveba
savaWro personalis Sromis anazRaurebis wesisa da sididis

gansazRvra
savaWro personalis saqmianobis kontroli
savaWro personalis saqmianobis efeqtianobis Sefaseba
nax. 14.1. savaWro personalis marTvis procesis
372
ZiriTadi etapebi
axali momxmareblebis gamoZebnis gareSe Tanamedrove

konkurentul garemoSi kompaniebs gauWirdebaT arseboba. ami-
tomaa, rom zogierTi kompaniis xelmZRvaneloba pirdapir
avalebs savaWro personals Tavisi samuSao drois gansaz-
Rvruli nawili moaxmaros axali klientebis gamoZebnas. ase-
Ti midgomis safuZvelia is faqti, rom umetes SemTxvevaSi
savaWro personals urCevnia tradiciuli saqonlis SeTavaze-
ba arsebuli klientebisTvis axali an tradiciuli saqonlis
axal bazrebze gatanis nacvlad.
savaWro personalis erT-erTi mniSvnelovani amocanaa
informaciis gavrceleba momxmareblebSi kompaniis produqtis
Sesaxeb, e.i. komunikaciebis damyareba momxmareblebTan savaW-
ro personalisTvis gansazRvrul CarCoebSi.
savaWro personalis saqmianobis ZiriTadi saxe mainc
momxmarebelTa momsaxurebaa, rac moiTxovs, pirvel rigSi,
momxmareblebisTvis konsultaciebis gawevas, agreTv, daxmare-
bas teqnikuri da finansuri sakiTxebis mogvarebaSi.
savaWro personalma mniSvnelovani roli unda Seas-
rulos informaciis moZiebaSic. am mizniT is ikvlevs bazars
da aanalizebs telefoniT da sxva saSualebebiT miRebul
informacias.
savaWro personalis saqmianobis efeqtianobisTvis au-
cilebelia bazarze muSaobis strategiis sworad SerCeva.
strategiis efeqtianobisTvis aucilebelia misi SemuSaveba
yidvis procesSi momxmarebelTa qcevis analizis safuZvelze.
momxmareblebTan saqmiani da efeqtiani urTierTobis dasamya-
reblad SeiZleba sxvadasxva midgomis gamoyeneba. ase, magali-
Tad, SeiZleba gadawydes momxmareblisTvis informaciis miwo-
deba telefoniT an piradad, agreTve, prezentaciebis da kon-
ferenciebis msvlelobis procesSi. zogjer savaWro persona-
373
lis warmomadgenlebs, sxva qvedanayofebis TanamSromlebisa
da zemdgomi rgolis daxmarebis gareSe, damoukideblad
uwevT garigebaTa dadeba, zogjer ki garigebaTa dadebisa da
gaformebis dros saWiroa umaRlesi donis xelmZRvanelebis
monawileoba.
nebismier kompaniaSi savaWro saqmianobiT dakavebulia
an sakuTari savaWro personali an kidev kontraqtiT ayvani-
li muSakebi. sakuTari savaWro personali Sedgeba srul an
arasrul StatSi myofi TanamSromlebisgan, romelTa nawili
garigebebs debs da klientebs ukavSirdeba Tavis ofisSi, na-
wili ki, egreTwodebuli gasaRebis savele agentebi, TviTon
akiTxaven adgilze momxmareblebs. kontraqtiT ayvanili sa-
vaWro personali kompanias emsaxureba kontraqtiT gansaz-
Rvrul vadaSi. maT Sromas unazRaureben gayidvis moculobis
Sesabamisad sakomisio anaricxebis safuZvelze.
savaWro personalis struqturazea damokidebuli
personaluri gayidvebis efeqtianoba. savaWro personalis
struqtura ganisazRvreba kompaniebis saqmianobis saxis, miz-
nebisa da amocanebis Sesabamisad. rogorc Tanamedrove kompa-
niebis saqmianobis Seswavla uCvenebs, savaWro personalis
struqturis formireba uSualod ukavSirdeba kompaniebis
moqmedebis regions, sasaqonlo asortiments, momxmarebelTa
bazrebs. amis Sesabamisad gamoiyofa: savaWro personalis ge-
ografiuli struqtura; savaWro personalis sasaqonlo
struqtura; savaWro personalis sabazro struqtura.
savaWro personalis geografiuli niSnis mixedviT
struqturirebis dros calkeuli TanamSromlis saqmianobis
areali Semoifargleba ama Tu im geografiuli regioniT. am
dros savaWro personalis warmomadgenlebi saqmian urTier-
TkavSirs momxmareblebTan amyareben TavianT samoqmedo regio-
nebSi, rac xels uwyobs gayidvebis efeqtianobis amaRlebas.
374
savaWro personalis sasaqonlo struqturis pirobeb-
Si TanamSromlebi specialdebian produqciis ama Tu im saxis
an saxeebis gayidvaze. am struqturis efeqtianoba damokide-
bulia savaWro personalis mier sasaqonlo asortimentis
codnaze. savaWro personalis warmomadgenlebs gansxvavebuli
muSaoba uwevT sxvadasxva sasaqonlo jgufze, amitom saWi-
roa sasaqonlo asortimentis arsSi safuZvlianad garkveva.
rTuli samrewvelo saqonlis gayidvis dros saWiro xdeba
specialuri teqnikuri unar-Cvevebis daufleba, rac aucile-
belia myidvelis winaSe saqonlis saTanadod warsadgenad.
savaWro personalis sabazro struqtura iTvaliswi-
nebs Statebis dakompleqtebas konkretuli bazrebis mixed-
viT. am struqturis SigniT SesaZlebelia savaWro persona-
lis daspecialeba arsebuli klientebis momsaxurebaze an
axali klientebis gamoZebnaze. momxmarebelTa bazrebze ori-
entirebuli struqturis pirobebSi mkveTrad maRldeba mom-
saxurebis xarisxi, rac, Tavis mxriv, zrdis klientebis rao-
denobas.
im SemTxvevaSi, roca kompaniebi farTo asortimentis
saqonels yidian mravalricxovan da did teritoriaze ganfe-
nil momxmareblebze, savaWro personalis dakompleqteba xde-
ba kompleqsurad _ erTdroulad gamoiyeneba savaWro perso-
nalis ramdenime organizaciuli struqtura. magaliTad, sa-
vaWro personali SeiZleba danawildes bazrebis da geogra-
fiuli adgilmdebareobis, produqtebis da geografiuli ad-
gilmdebareobis, produqtebisa da bazrebis an erTdroulad
samive mimarTulebiT. aseT pirobebSi uSualod gayidviT da-
kavebuli TanamSromlebi angariSvaldebulni arian ramdenime
menejeris winaSe.
savaWro personalis struqturis dadgenis Semdeg iw-
yeba muSaoba misi ricxovnobis dasadgenad. rac ufro meti
muSakia dakavebuli realizaciiT, miT meti produqti iyide-
375
ba, miT ufro efeqtiania kompaniebis saqmianoba. magram uka-
nasknel periodSi, eleqtronuli komerciis ganviTarebis pi-
robebSi, SeimCneva savaWro personalis raodenobis Semcire-
bis tendencia. es bunebrivi procesia cifrul epoqaSi.
savaWro personalis marTvis Semdeg etapze SearCeven
da qiraoben muSakebs. kargi, profesionali muSakebis SerCeva
gayidvebiT dakavebuli qvedanayofis warmatebuli saqmianobis
safuZvelia. cxadia, Tu arasworad SeirCa savaWro persona-
li, misi muSaoba sawarmoebs ar moutans dadebiT Sedegebs.
saqmiani da profesiuli TanamSromlebis daqiravebis SemTxve-
vaSic ki, drois garkveul monakveTSi, axali TanamSromlebis
axal garemoSi adaptirebamde, savaWro personalis saqmiano-
ba ar iqneba sakmarisad produqtiuli.
ismeba kiTxva: mainc vin, rogori Tvisebebis mqone mu-
Saki iTvleba karg TanamSromlad gayidvebis sferoSi? rea-
lur cxovrebaSi warmatebuli gamyidvelebi xSirad gansxvave-
buli TvisebebiT xasiaTdebian. Catarebuli gamokvlevebi uCve-
nebs, rom kargi gamyidvelebi, erT SemTxvevaSi, iniciativiani,
sakuTari Tavis mimarT rwmeniT aRWurvilni da Sromismoyva-
reni arian; meore SemTxvevaSi maTTvis gamyidvelad muSaoba
cxovrebis wesia; mesame SemTxvevaSi, kargi gamyidvelebi damo-
ukideblebi, mizanswrafulebi da mosmenis unaris mqoneni
arian. sxva SemTxvevaSi kargi gamyidveloba niSnavs kliente-
bis mimarT megobrul damokidebulebas, enTuziazms, momxma-
reblis mimarT yuradRebis gamoCenis unars, patiosnebas, dis-
ciplinirebulobas. aRniSnul Sexedulebebze dayrdnobiT Se-
iZleba gamoiyos is saerTo, zogadi xasiaTis moTxovnebi,
romlebic unda daakmayofilos savaWro personalma. aseTi
moTxovnebia: mizanswrafuloba, gulisxmiereba, organizebu-
loba, Sromismoyvareoba, mosmenisa da saqmis bolomde miyva-
nis unari.
376
yoveli kompaniis xelmZRvaneloba savaWro personalis
daqiravebis procesSi, pirvel rigSi, adgens im maxasiaTeb-
lebs, romlebsac unda flobdnen gamyidvelebi, rom SeZlon
kompaniis winaSe mdgomi amocanebis Sesruleba. amis Semdeg
eZeben kandidatebs sxvadasxva meTodebis gamoyenebiT. am miz-
niT mimarTaven dasaqmebis saagentoebs, iTvaliswineben saku-
Tari TanamSromlebis rekomendaciebs, aqveyneben gancxadebebs
presaSi, internetSi, ukavSirdebian umaRlesi saswavleblebis
Sesabamisi profilis fakultetebs. Sekrebili kandidature-
bidan misaRebi kandidaturis SesarCevad yvelaze xSirad tes-
tireba da gasaubreba gamoiyeneba. Tumca am gziT miRebuli
informacia xSirad ar aris sakmarisi sawarmosTvis axali
TanamSromlis samsaxurSi misaRebad. amitom saWiro xdeba sa-
muSao gamocdilebis gaTvaliswineba, rekomendaciebis Sekreba.
axali TanamSromlebis samsaxurSi ayvana xSirad garkveuli
vadiT xdeba, romlis drosac maT utardebaT treningebi.
treningebi ramdenime kviridan ramdenime Tvemde grZeldeba. am
drois ganmavlobaSi axal savaWro personals acnoben kompa-
niis istorias, miznebs, struqturas, bazrebs da produqci-
as, konkurentebis strategias, momxmarebelTa moTxovnile-
bebs, myidvelobiT Cvevebs, gayidvebis sferoSi dagrovebul
gamocdilebas da a.S. treningebis Catareba kompaniebs sakmaod
Zviri ujdebaT. magaliTad, aSS-is kompaniebi savaWro perso-
nalis treningze 7 mlrd. dolarze mets xarjaven. magram
treningebis Sedegebi imdenad sasargebloa kompaniebisTvis,
rom isini sul ufro met yuradRebas uTmoben misi meTode-
bis daxvewas. dReisTvis ganviTarebul qveynebSi danergilia
da sakmaod efeqtianad gamoiyeneba onlain-treningebis siste-
ma.
profesionalebis daqiravebisTvis aucilebelia kompa-
niebSi Sromis anazRaurebis sistemis mowesrigeba. rogorc
wesi, Sromis anazRaurebis sidide erTsa da imave qveyanaSi
377
gansxvavebulia ara marto sxvadasxva dargSi, aramed erTi
dargis sxvadasxva sawarmoSic. savaWro personalis Sromis
anazRaurebis sistema moicavs fiqsirebul da cvalebad ganak-
veTebs, samoqalaqo xarjebs, damatebiT SeRavaTebs. fiqsire-
buli ganakveTi savaWro personalis stabiluri Semosavalia.
cvalebad ganakveTebSi Sedis sakomisio da bonusebi, romelTa
sididec damokidebulia gayidvis Sedegebze. damatebiT SeRava-
Tebs miekuTvneba anazRaurebuli Svebuleba, saavadmyofo
furclis da ubeduri SemTxvevebis dros miRebuli anazRau-
reba, pensiebi da sicocxlis dazRveva.
personaluri gayidvebis marTvis procesSi unda mii-
Ron gadawyvetileba, Tu Sromis anazRaurebis CamoTvlili
elementebidan romeli gamoiyenon. rogorc wesi, kompaniebi,
ZiriTadad, Sromis anazRaurebis sxvadasxva elementis kombi-
nacias irCeven.
Sromis anazRaurebis SerCeulma elementebma unda uz-
runvelyos savaWro personalis saqmianobis efeqtianoba, rac
miiRweva kompaniisTvis mniSvnelovan problemebze savaWro
personalis muSaobis waxalisebiT. am mizniT gamoiyeneba da-
matebiTi anazRaurebis sistema. Sromis anazRaurebis sistema
unda Seesabamebodes kompaniis marketingul strategias. Tu,
magaliTad, kompaniis mizania bazris wilis gadideba, Sromis
anazRaurebis sistemam unda waaxalisos savaWro personali
gayidvis moculobis gazrdisa da axali momxmareblebis mo-
zidvisTvis. Tu kompania arsebuli klientebidan maqsimaluri
mogebis miRebas isaxavs miznad, savaWro personalis Sromis
anazRaurebis sistemaSi wamyvan rols asrulebs fiqsirebuli
ganakveTi, damatebiTi anazRaureba ki miecema arsebul klien-
tebze gayiduli produqciis moculobisa da klientebis
moTxovnilebebis dakmayofilebis donis mixedviT.
savaWro personalis marTvis sistemaSi, rogorc ukve
aRiniSna, Sedis misi saqmianobis kontroli, rac, pirvel
378
rigSi, axal TanamSromlebs exeba. kontroliT SesaZlebeli
xdeba axali savaWro personalis saqmianobis Tavidanve swo-
ri, sawarmosTvis saWiro da aucilebeli mimarTulebiT war-
marTva. amiT maT SesaZlebloba eZlevaT kompaniaSi muSaobis
dawyebis pirvel dRidanve saTanado wvlili Seitanon mis
saqmianobaSi.
savaWro personalis saqmianobis kontrolis done Ta-
namedrove kompaniebSi xSirad erTmaneTisgan gansxvavdeba. kom-
paniaTa erTi nawili savaWro personals zustad ganusaz-
Rvravs, Tu ra dro unda daxarjos axali klientebis mozid-
vasa da ra arsebuli klientebis momsaxurebaze. aseTi miTi-
Tebis gareSe savaWro personalma SeiZleba saerTod ar iz-
runos axali klientebis moZiebaze, radgan isini xSirad mo-
cemuli kompaniis saqonels arc ki yiduloben, riTac mcir-
deba savaWro personalis Semosavali, romelic pirdapir
ukavSirdeba ZiriTadi saqonlis gayidvis moculobas.
kompaniaTa nawili akontrolebs savaWro personalis
mier samuSao drois gamoyenebas. am mizniT mas ganusazRvraven
saqmianobis wliur grafiks, romelSic zustad miuTiTeben,
Tu rogor unda daamyaron urTierToba arsebul da mudmiv
klientebTan, ra RonisZiebebi unda Catardes maT SesanarCu-
neblad da rodis.
savaWro personalis gakontrolebis paralelurad
kompaniebi did yuradRebas uTmoben maT motivacias, radgan
gayidvebis sferoSi saqmianoba did sirTuleebTan aris dakav-
Sirebuli. jer erTi, savaWro personalis calkeul warmo-
madgenels muSaoba uwevs marto. amasTan, isini xSirad mogza-
uroben, itanen konkurentebis agresias, ejaxebian klientebis
Taviseburebebsa da problemebs. aris SemTxvevebi, roca maT
ar hyofniT uflebamosileba arsebuli problemebis gadasaw-
yvetad da SekveTebis gasaformeblad. amitom saWiro xdeba
savaWro personalis stimulireba da sawarmoSi misi saTana-
379
do doneze muSaobisTvis biZgis mimcemi organizaciuli kli-
matis Seqmna.
savaWro personalis marTvis bolo etapze fasdeba mi-
si muSaobis efeqtianoba. am mizniT kompaniebi qmnian savaWro
personalidan realuri informaciis miRebis sistemas, ro-
melSic wamyvani adgili gayidvebis angariSebs ukavia. gayidve-
bis angariSebi xelmZRvanelobas waredgineba werilobiTi sa-
xiT. garda amisa kompania informacias iRebs dakvirvebisa da
gamokiTxvis gziTac.
miRebuli informaciis safuZvelze kompaniis xel-
mZRvaneloba afasebs savaWro personalis saqmianobas da am-
cnobs savaWro personalis warmomadgenlebs amis Sesaxeb, ri-
Tac uzrunvelyofs momavalSi maTi muSaobis efeqtianobis
amaRlebas.
14.3. personaluri gayidvebis procesi
personaluri gayidvebis procesi xorcieldeba an mom-

xmarebelze an gayidvaze orientaciiT. rogorc wesi, warma-
tebuli kompaniebi personaluri gayidvis procesSi momxma-
reblebze arian orientirebulni. isini savaWro personalis-
gan moiTxoven momxmarebelTa Seswavlas da zrunvas maTi
moTxovnilebebis dakmayofilebisTvis. gayidvaze orientire-
bul kompaniebSi savaWro personals akisria sxva misia. is
sxvadasxva meTodebis gamoyenebiT zemoqmedebs momxmarebelze
da ubiZgebs mas produqtis yidvisken.
personaluri gayidvis procesi moicavs gansazRvrul
etapebs (ix. nax. 14.2.), romelTac miekuTvneba: potenciuri
klientebis gamoZebna; potenciur klientebTan winaswari kon-
taqti; kontaqti; prezentacia da demonstrireba; winaaRmde-
gobaTa daregulireba; garigeba; gayidvis Semdgomi momsaxure-
ba.
380
gayidvis procesis efeqtianoba ukavSirdeba potenciu-
ri klientebis sworad gansazRvrasa da maTgan SekveTebis mi-
Rebas. marTalia, kompaniebs TavianTi klientura hyavT, magram
savaWro personalisTvis aucilebelia Tavisi klientebis mo-
Zieba. es Zneli procesia da moiTxovs did Sromas. am mizniT
maT SeuZliaT daxmarebisTvis mimarTon arsebul myidvelebs.
axali klientebis moZiebis wyarod SeiZleba gamoiyenon mom-
wodeblebi, yofili klientebi, dilerebi, arakonkurenti sa-
vaWro personali, bankirebi. axali klientebis moZieba SeiZ-
leba internetiT, telefoniT, fostis saSualebiT,
gayidvis Semdgomi momsaxureba
garigeba
winaaRmdegobaTa daregulireba
prezentacia da demonstrireba
kontaqti klientebTan
potenciur klientebTan winaswari kontaqti
potenciuri klientebis gamoZebna
nax. 14.2. personaluri gayidvis ZiriTadi safexurebi
sxva kompaniebSi mocemuli konkretuli kompaniis menejerebis

da specialistebis vizitis dros. potenciuri klientebi wi-
naswari Sefasebis safuZvelze unda gadaarCion finansuri Se-
381
saZleblobebis, moTxovnilebebis, adgilsamyofelisa da sxva
niSnebis mixedviT. amasTan erTad metad mniSvnelovania imis
garkveva, Tu TviTon potenciuri klienti ras fiqrobs moce-
muli kompaniis saqonlis yidvasTan dakavSirebiT. SerCeuli
klientebidan savaWro personali ufro perspeqtiul klien-
tebs itovebs momavali urTierTobisTvis.
axali klientebis gamoZebna mudmivi procesia. nebismi-
eri kompaniis xelmZRvanelobam icis, rom droTa ganmavloba-
Si mudmivi klientebis nawili sxvadasxva mizezis gamo aRar
yidulobs mocemuli kompaniis saqonels da Tu ar gamoiZeb-
neba axali klientebi, kompanias saqonlis gasaRebis problema
Seeqmneba.
winaswari kontaqtis dros potenciuri klientebis
Sesaxeb savaWro personalma unda miiRos maqsimalurad meti
informacia. amisTvis savaWro personali ukavSirdeba nacno-
bebs, kolegebs, naTesavebs da sxva adamianebs. am etapzeve
ukavSirdeba savaWro personali potenciur myidvelebs. am
mizniT gamyidvelebi urekaven potenciur klientebs, ugzavni-
an werilebs, stumroben adgilze. personaluri gayidvis Sem-
dgom safexurze gamyidveli da klienti pirvelad xvdebian
erTmaneTs. am SexvedrisTvis is winaswar unda moemzados, e.i.
winaswar unda gansazRvros, Tu rogor Sexvdes myidvels,
rom maTi urTierTdamokidebuleba Tavidanve iyos pozitiuri.
prezentaciis procesSi gamyidveli myidvels acnobs
produqts, awvdis informacias im sargebelze, rasac moutans
produqtis moxmareba da romelsac SeuZlia misi probleme-
bis gadaWra. savaWro personali swored problemebis gadaW-
raSi unda daexmaros klients, romelsac sWirdeba Sedegi da
ara mxolod misi keTilganwyoba, Tumca keTilganwyobasac
mniSvnelovani roli akisria produqtis gayidvisas.
prezentaciisa da demonstrirebis etapze gamyidvels
zogjer uCndeba winaaRmdegobis grZnoba. misi daregulireba
382
savaWro personalis erT-erTi mniSvnelovani funqciaa da
misgan gansazRvruli Cvevebis SeZenas moiTxovs.
myidvelTa winaaRmdegobis daregulirebis Semdeg sa-
vaWro personali cdilobs produqtis gayidvis procesis
dasrulebas, rac garigebiTa dadebas iTvaliswinebs. Tumca
yvela gamyidveli ver axerxebs SekveTis miRebas da garigebis
gaformebas. aseT gamyidvelebs ara aqvT unari gaacnobieron
gayidvis dasrulebis momenti da dadon garigeba. zogjer
gamyidvelebs ar hyofniT sakuTari Tavis rwmena. SekveTis mi-
Rebisa da garigebis dadebisTvis momxmarebelTa darwmuneba
SesaZlebelia Semdegi meTodebis gamoyenebiT: savaWro perso-
nalis mier SekveTis gaformebisas klientisTvis daxmarebis
SeTavazeba; savaWro personalis mier klientisTvis SekiTxvis
dasma ama Tu im modelze arCevanis gakeTebasTan dakavSirebiT
da Tavisi mosazrebis dafiqsireba; savaWro personalis mier
xazgasma imaze, rom klienti bevrs dakargavs, Tu droulad
ar gaaformebs SekveTas saqonlis yidvaze, radgan mocemul
momentSi arsebuli SeRavaTiani pirobebi SeiZleba momavalSi
aRar arsebobdes.
im SemTxvevaSi, Tu savaWro personali kompaniis inte-
resebidan gamomdinare, momavalSic apirebs TanamSromlobas
klientTan, is mas gayidvis Semdegac emsaxureba. am mizniT
savaWro personalis warmomadgeneli adgilze stumrobs kli-
ents da amowmebs, Tu ramdenad sworad daamontaJa man nayidi
saqoneli da xom ar aqvs problemebi misi gamoyenebis dros.
aseTi damokidebuleba klients kompaniis keTilganwyobaSi
arwmunebs da momavalSic is mis klientad rCeba an kidev
kompaniis saqmianobis Sesaxeb informaciis gavrcelebis mniS-
vnelovan wyarod gadaiqceva, `kmayofili klienti xom yvela-
ze saukeTeso reklamaa”.
14.4. pirdapiri marketingi da misi upiratesobebi
383
gansxvavebiT masobrivi marketingisgan, romelic iTva-
liswinebs momxmareblebTan Suamavlebis gamoyenebiT dakavSi-
rebas, ukanasknel wlebSi gamoikveTa klientebTan pirdapiri
urTierTobis damyarebis tendencia, ramac miiRo pirdapiri
marketingis saxelwodeba.
pirdapiri marketingis arsi gamovlindeba dauyonebli-
vi sapasuxo reaqciis misaRebad winaswar SerCeul konkre-
tul momxmarebelTan uSualo kavSiris damyarebiT. maSasada-
me, pirdapiri marketingi, erTi mxriv, gulisxmobs Suamavle-
bis gamoyenebis gareSe produqciis mitanas momxmareblamde,
meore mxriv ki, pirdapir urTierTobas momxmareblTan, rac
erToblivad xorcieldeba. pirdapiri marketingi aRniSnuli
ori elementis erTobliobaa.
dReisTvis ganviTarebul qveynebSi kompaniaTa didi na-
wilisTvis pirdapiri marketingi saqonlis momxmareblamde
mitanis mxolod damatebiTi arxia. aseTi kompaniebi mraval-
ricxovania ganviTarebul qveynebSi. isini umetesobas Seadge-
nen saqarTveloSic.
pirdapiri marketingi sasargebloa rogorc myidvelis,
ise gamyidvelisTvis sxvadasxva mizeziT.
myidvelisTvis pirdapir marketings moaqvs Semdegi
upiratesobebi:
1) myidvels SeuZlia saxlidan gausvlelad saqon-
lis SekveTa da yidva:
2) pirdapiri marketingis gamoyenebiT izrdeba myid-
velis Tavisufali dro:
3) myidvels saqonelze SekveTis micema SeuZlia mo-
xerxebul pirobebSi- saxlidan an ofisidan;
4) myidvels saqonlis sxvadasxva variantis Sedare-
bis da misTvis yvelaze misaRebis arCevis farTo SesaZleb-
lobebi aqvs;
384
5) pirdapiri marketingi momxmarebelTa moTxovnilebe-
bis dakmayofilebas drois mcire monakveTSi uzrunvelyofs;
6) adamianebs ar uwevT maRaziidan maRaziaSi sirbili
sasurveli saqonlis mosaZebnad.
pirdapiri marketingis gamoyenebas didi sargebloba
gamyidvelisTvisac moaqvs, kerZod is:
1) myidvelebTan grZelvadiani urTierTobis damyare-
bis mZlavri saSualebaa;
2) gamyidvels myidvelTan personalurad muSaobis sa-
Sualebas aZlevs;
3) exmareba sawarmoebs iseT potenciur momxmareb-
lebTan dakavSirebaSi, romlebTanac sxva marketinguli arxe-
biT ver amyareben kontaqts;
4) sxva marketingul arxebTan SedarebiT dabalxarji-
ania;
5) uzrunvelyofs momxmareblebTan maTTvis saWiro
drois monakveTSi dakavSirebas;
6) momxmareblebTan kavSirs konfidencialurad amyarebs.
pirdapiri marketingis efeqtianobaSi did rols asru-
lebs myidvelebis monacemTa bazis Seqmna. igi warmoadgens
organizaciuli wesiT Segrovebul informacias arsebul da
potenciur myidvelebze demografiul, geografiul, fsiqog-
rafiul da qceviT WrilSi. bazaSi Setanili monacemebis sa-
fuZvelze kompaniebi adgenen TavianT potenciur klientebs,
gansazRvraven maT moTxovnilebebs da SesabamisobaSi mohyavT
masTan TavianTi saqmianoba.
monacemTa bazis Seqmna mniSvnelovan xarjebs moiT-
xovs. es xarjebi dakavSirebulia kompiuteruli teqnikis da
analitikuri programebis SeZenasTan, kavSirebis damyarebas-
Tan, kvalificiuri personalis daqiravebasTan. monacemTa ba-
zis sworma gamoyenebam unda uzrunvelyos produqciis rea-
385
lizaciis moculobis gazrda im donemde, rom dafaros bazis
SeqmnasTan dakavSirebuli xarjebi da miiRon mogeba.
14.5. pirdapiri marketingis formebi
pirdapiri marketingis ZiriTad formebSi Sedis: perso-

naluri gayidva, satelefono marketingi, pirdapiri safosto
gzavnilebi, katalogebiT gayidva, pirdapiri gamoxmaurebis
satelevizio marketingi (ix. nax. 14.3. ).
pirdapiri
personaluri satelefono safosto
gayidva marketingi gzavnilebi
arsebuli da potenciuri
momxmareblebi
pirdapiri
eleqtronuli gamoxmaurebis katalogebiT
marketingi satelevizio gayidva
marketingi
nax. 14.3. pirdapiri marketingis formebi
personaluri gayidva da eleqtronuli marketingi wi-

na TavebSi ganvixileT. axla davaxasiaToT pirdapiri marke-
tingis danarCeni formebi.
386
satelefono marketingi anu telemarketingi gulis-
xmobs produqtis momxmarebelze telefonis gamoyenebiT ga-
yidvas.
telefoni pirdapiri marketingis ZiriTadi instrumen-
tia. gamavali satelefono zarebis meSveobiT kompaniebi ukav-
Sirdebian potenciur momxmareblebs da sTavazoben TavianT
produqcias. kompaniebi telefons iyeneben, agreTve, bazris
kvlevis, myidvelTa Sesaxeb monacemTa bazis Seqmnis, klien-
tebTan kontaqtis ganmtkicebis da sxva amocanebis gadasaw-
yvetad. amasTan, kompaniebi iyeneben Semaval satelefono za-
rebs rigi miznebis misaRwevad, magaliTad, SekveTebis misaRe-
bad, momxmarebelTa saCivrebisa da winadadebebis Sesakrebad.
telemarketingi farTod gamoiyeneba aSS-Si. evropis
qveynebidan mas iyeneben did britaneTSi, niderlandebSi, ger-
maniaSi da a.S. evropaSi telemarketingis gamoyeneba garkveul
CarCoebSia moqceuli. magaliTad, germaniaSi potenciur kli-
entebTan dasakavSireblad saWiroa maTi Tanxmobis miReba.
telemarketingi xels uwyobs kompaniaTa saqmianobis
efeqtianobis amaRlebas. magram isic realobaa, rom momxmare-
belTa nawili Zalian Riziandeba arafrismomtani satelefo-
no zarebiT. amis gamo aSS-Si satelefono marketingis gamo-
yeneba dRis gansazRvrul saaTebSi aikrZala. amasTan, diasax-
lisebs miecaT ufleba gaerTianebuliyvnen deviziT `nu dami-
rekavT”. am faqts momxmareblebi didi sixaruliT Sexvdnen.
garkveulwilad es gafrTxileba iyo telemarketingis gamom-
yenebeli kompaniebisTvis, rom potenciuri klientebi masob-
rivad ar SeewuxebinaT, rom ar daekargaT isini. kompaniebma
daiwyes satelefono marketingis gamoyeneba im klientebis
mosazidad, romlebsac telefonis gamoyenebiT produqtebis
yidva siamovnebT.
pirdapiri marketingi fostis gamoyenebiT gulisxmobs
calkeuli safosto gzavnilebis (werilebi, sareklamo gan-
387
cxadebebi, nimuSebi, bukletebi, video da audiokasetebi da
sxva) potenciuri klientebisTvis gagzavnas garkveul misa-
marTze winaswar Sedgenili siis mixedviT. aSS-Si pirdapir
safosto gzavnilebebze modis pirdapir marketingze gaweuli
xarjebis daaxloebiT meoTxedi. rac Seexeba evrokavSiris
qveynebs, pirdapir safosto gzavnilebze gaweuli xarjebi,
ZiriTadad, aRemateba satelefono marketingze gaweul xar-
jebs.
pirdapiri safosto gzavnilebi saukeTeso saSualebaa
momxmareblebTan kompaniebis individualuri urTierTobis da-
samyareblad. pirdapiri marketingis es forma Zalian moqni-
lia da saqmianobis Sedegebis advilad gazomvis saSualebas
iZleva.
pirdapiri marketingi fostis gamoyenebiT ganuwyvet-
liv viTardeba. inergeba axali meTodebi da midgomebi. ase,
magaliTad, ukanasknel periodSi aSS-Si swrafad izrdeba
kompaqturi diskebis pirdapiri gzavnilebi fostis gamoyene-
biT. kompaqturi diskebi gamoiyeneba kompiuteruli produq-
ciis demonstrirebisTvis. magaliTad, Sony-is kompaqturi
diskebiT klientebs saSualeba miecaT personalur kompiu-
terSi gacnobodnen portatuli kompiuteris erT-erT mo-
dels.
bolo periodamde safosto gzavnilebi `qaRaldis me-
TodiT” Semoifargleboda, dReisTvis ki farTod gavrcelda
safosto gzavnilebis Semdegi saxeebi: faqsi, el-fosta da
xmovani fosta. faqsis meSveobiT marketingis specialistebi
wamebSi awvdian informacias myidvelebs, Tumca maTi nawili
ukmayofiloa nebarTvis gareSe informaciis miwodebis gamo.
igive mdgomareobaa el-fostasTan dakavSirebiTac. xalxi uk-
mayofiloa el-fostaze didi raodenobiT Sesuli informaci-
is gamo. am mdgomareobis dasaregulireblad marketologebi
myidvelTa nebarTvaze dafuZnebul programebs iyeneben da
388
el-fostiT reklamebs ugzavnian mxolod imaT, visac misi mi-
Reba surs. xmovani fosta telefonebis xmovan safosto yu-
Tebsa da mopasuxe mowyobilobebze winaswar Cawerili Set-
yobinebebis Camweri avtomaturi programaa. avtomaturi di-
leri adamianis xmis gagonebisTanave wyvets zars. amis gamo
am fostiT adamianebi ar wuxdebian.
katalogebiT gayidva, rogorc pirdapiri marketingis
forma, gulisxmobs beWduri, eleqtronuli an videokatalo-
gebis gavrcelebas calkeul myidvelze maRaziebisa da inter-
netis gamoyenebiT. katalogebis marketingis gamoyenebis dros
adamianebs ar uwevT maRaziebSi siaruli produqtis SesarCe-
vad, rac mniSvnelovnad zogavs maT dros.
ramdenime wlis win katalogebi mxolod nabeWdi saxiT
vrceldeboda, dRes ki nabeWdi katalogebis gverdiT interne-
tis meSveobiT farTod vrceldeba eleqtronuli katalogebi.
magram eleqtronuli katalogebiT produqtebis gayidvis wi-
li jerjerobiT didi ar aris katalogebiT gayiduli saqon-
lis mTlian moculobaSi. beWduri katalogebi kvlav rCeba
pirdapiri marketingis erT-erT ZiriTad iaraRad. beWdur ka-
talogebTan SedarebiT ufro Znelia eleqtronuli kataloge-
biT myidvelTa mozidva. amitom eleqtronul katalogebTan
erTad maTi beWduri variantebic vrceldeba.
pirdapiri gamoxmaurebis satelevizio marketingi ori
saxisaa.
1) pirdapiri gamoxmaurebis reklama;
2) telemaRazia.
pirdapiri gamoxmaurebis reklamas televiziaSi 60 an
120 wamis ganmavlobaSi uCveneben. is damajereblad mouT-
xrobs mayureblebs produqtis Sesaxeb. imavdroulad, acxade-
ben ufaso telefonis nomrebs SekveTis misacemad. zogjer
satelevizio sareklamo programebi naxevari saaTic grZel-
deba. am programis sazRvrebSi mayurebels miewodeba infor-
389
macia ara mxolod saqonlis niSan-Tvisebebze, mis Tavisebure-
bebsa da upiratesobebze, aramed gasarTob masalasac awvdian.
pirdapiri gamoxmaurebis satelevizio reklama infor-
maciis gavrcelebis iafi saSualebaa, romlis Sedegianobis
Sefaseba Zalian advilia da ganisazRvreba sareklamo mimar-
Tvaze momxmarebelTa gamoxmaurebis raodenobiT.
telemaRaziebi produqtebis gayidvaze orientirebuli
satelevizio programebia, romlebic momxmareblebs saqonels
da momsaxurebas saxelSekrulebo fasebiT sTavazoben. tele-
maRaziebis meSveobiT iyideba farTo asortimentis saqoneli,
kerZod, tansacmeli, eleqtro-sayofacxovrebo teqnika, biJu-
teria da a.S. aRniSnuli programebis msvlelobis procesSi
tardeba produqtebis prezentacia da xSirad imarTeba lama-
zi warmodgenebi, romlebic momxmareblebs produqtebis yid-
visken ubiZgeben. dReisTvis evropaSi muSaobs savaWro arxi
QVC da sxva eleqtronuli maRaziebi, romlebic konkuren-
cias uweven eleqtronuli telemaRaziebis mflobel msxvil
evropul kompaniebs. erT-erTi msxvili eleqtronuli maRazi-
aa TV Shop. is muSaobs mTeli evropis teritoriaze. misi
yvelaze didi bazaria germania. TV Shop-s aqvs komerciuli
video da teleprogramebi, telemaRaziebi SveciaSi, agreTve,
eleqtronuli maRaziebi. is internetis meSveobiT sxvadasxva
saxis savaWro operaciebs axorcielebs mTeli evropis mas-
StabiT.
xSirad kompaniebi momxmareblebze zemoqmedebis gaZli-
erebis mizniT pirdapiri marketingis ramdenime formas er-
Tdroulad iyeneben. es aris integrirebuli pirdapiri marke-
tingi.
integrirebuli pirdapiri marketingis pirobebSi mom-
xmarebelze zemoqmedebis sxvadasxva saSualebis gamoyeneba
etapobrivad xorcieldeba. aseT pirobebSi momxmarebelTa ga-
moxmaurebebis ricxvi mkveTrad izrdeba. specialistebis az-
390
riT, Tu safosto gzavnilebebiT SesaZlebelia momxmarebel-
Ta gamoxmaurebis 2%-iani donis miRweva, Web-saitis da
`cxeli” satelefono xazis gamoyenebiT es maCvenebeli SeiZ-
leba 3%-mde gaizardos. maRal doneze organizebuli tele-
marketinguli RonisZiebebiT gamoxmaurebebis done 5-jer iz-
rdeba. am SemTxvevaSi pirdapiri safosto gzavnilebebiT gan-
pirobebuli 2%-iani gamoxmaurebebis done SesaZlebelia 15%-
iT da metadac ki amaRldes.
SeiZleba kompaniebma ufro metetapiani integrirebuli
pirdapiri marketingic gamoiyenon momxmarebelTa mosazidad.
ase, magaliTad, SeiZleba momxmareblebs jer daugzavnon sa-
fosto gzavnilebebi, Semdeg telefoniT daukavSirdnen maT
da ufro meti informacia miawodon TavianTi produqtis Se-
saxeb, ramdenime dRis Semdeg ki savaWro agentebi gagzavnon
maTTan. aseT pirobebSi izrdeba momxmarebelTa gamoxmaurebe-
bis raodenoba, Sesabamisad izrdeba produqtis realizaciis
moculoba da miRebuli mogebis sidide.
XIV TavSi gamoyenebuli marketinguli terminebi
personaluri gayidva
savaWro personali
savaWro personalis marTva
personaluri gayidvebis procesi
pirdapiri marketingi
pirdapiri marketingis formebi
telemarketingi
pirdapiri safosto gzavnilebi
pirdapiri gamoxmaurebis satelevizio marketingi
pirdapiri gamoxmaurebis reklama
telemaRazia
integrirebuli pirdapiri marketingi
391
reziume
myidvelebsa da gamyidvelebs Soris ormxrivi urTier-

Tobis formaa personaluri gayidva, romelic xorcieldeba
Sexvedrebis, telefoniT dakavSirebis, internetkonferencie-
bis Catarebis da sxva formiT.
personaluri gayidvis procesis efeqtianoba gamyidve-
lis profesionalizmzea damokidebuli. amis gamo gamyidvele-
bis SerCevis procesSi didi yuradReba eqceva maT profesi-
ul niSan-Tvisebebs, Semdeg ki maTi saqmianobis marTvis pro-
cesis sworad warmarTvas.
savaWro personalis marTvis procesi moicavs Semdeg
etapebs: savaWro personalis miznis formulireba, misi saq-
mianobis strategiis gansazRvra, savaWro personalis struq-
turis dadgena, savaWro personalis SerCeva da daqiraveba,
savaWro personalis Sromis anazRaurebis wesisa da sididis
gansazRvra, savaWro personalis saqmianobis kontroli, sa-
vaWro personalis saqmianobis efeqtianobis Sefaseba. miuxe-
davad imisa, rom sxvadasxva sawarmoSi savaWro personalis
saqmianoba garkveuli specifikurobiT xasiaTdeba, mainc ikve-
Teba is saerTo samuSaoebi, romelTac savaWro personali
TiTqmis yvela sawarmoSi asrulebs. maT miekuTvneba: axali
moTxovnilebebis gamoZebna, informaciis gavrceleba sawarmo-
sa da mis produqciaze, momxmarebelTa momsaxureba da in-
formaciis Sekreba.
savaWro personalis saqmianoba ramdenadme gansxvavebu-
lia momxmarebelze orientirebul da gayidvaze orientire-
bul sawarmoebSi. orive SemTxvevaSi personaluri gayidvis
procesi moicavs Semdeg etapebs: potenciuri klientebis ga-
moZebna, maTTan winaswari kontaqtis damyareba maqsimalurad
meti informaciis misaRebad, Sexvedra klientebTan, produq-
tis demonstrireba myidvelis winaSe, prezentaciis da demon-
392
strirebis procesSi warmoSobili winaaRmdegobebis daZleva,
garigebaTa dadeba da gayidvis Semdgomi momsaxureba.
sawarmoTa nawils Suamavlebis gareSe dayavs produqti
momxmareblamde, rac pirdapir marketings an pirdapir gasa-
Rebas warmoadgens. misi gamoyenebis dros myidvels SeuZlia
saqoneli saxlidan an ofisidan SeukveTos, riTac izogeba
misi dro da energia. gamyidvelebs pirdapiri marketingis ga-
moyeneba SesaZleblobas aZlevT daamyaron grZelvadiani ur-
TierTobebi myidvelebTan, imuSaon maTTan personalurad, Se-
amciron bazarze saqonlis win wawevis xarjebi, konfidencia-
lurad daukavSirdnen momxmarebels. dReisTvis praqtikaSi
gavrcelebulia pirdapiri marketingis Semdegi formebi: per-
sonaluri gayidva, telemarketingi, pirdapiri safosto gzav-
nilebi, eleqtronuli marketingi, pirdapiri gamoxmaurebis
satelevizio marketingi, katalogebiT gayidva.
telemarketingi warmoadgens produqtis telefonebiT
gayidvas. am SemTxvevaSi sawarmoebi TavianT produqcias mom-
xmareblebs telefoniT sTavazoben, rac xSirad maT gaRizia-
nebas iwvevs. pirdapiri safosto gzavnilebi iTvaliswinebs
potenciuri momxmareblebisTvis werilebis, sareklamo gan-
cxadebebis, nimuSebis, bukletebis, videkasetebis da sxva ma-
salebis fostis saSualebiT gagzavnas. pirdapiri marketingis
es forma mudmivad viTardeba. ukanasknel periodSi dainerga
safosto gzavnilebis Semdegi saxeebi: faqsi, el-fosta, xmo-
vani fosta. katalogebiT gayidva gulisxmobs myidvelebis-
Tvis katalogebis dagzavnas maRaziebis da internetis gamo-
yenebiT. katalogebis gacnobis Semdeg myidveli sawarmos aZ-
levs SekveTas ama Tu im saqonelze. dReisTvis, ZiriTadad,
gamoiyeneba beWduri katalogebi. amasTan, sul ufro metad
gamoiyeneba eleqtronuli katalogebi. pirdapiri gamoxmaure-
bis satelevizio marketingis ori forma arsebobs: pirdapiri
gamoxmaurebis reklama da telemaRazia. pirvel SemTxvevaSi
saqoneli iyideba televiziaSi reklamis Cvenebis procesSi
393
ufaso satelefono zarebiT micemuli SekveTebis safuZvel-
ze. meore SemTxvevaSi saqonli iyideba telemaRaziebidan,
romlebic produqtebis gayidvaze orientirebuli satelevi-
zio programebia. es programebi momxmareblebs saqonelsa da
momsaxurebas saxelSekrulebo fasebiT sTavazobs. pirdapiri
marketingis erT-erTi mniSvnelovani forma-eleqtronuli
marketingi ganixileba meCvidmete TavSi.
394
Tavi 15. marketinguli arxebi da logistika
XV Tavis swavlebis miznebi
1) marketinguli arxebis arsSi garkveva da maTi

funqciebis CamoTvla;
2) marketinguli arxebis saxeebis da doneebis daxa-
siaTeba;
3) vertikaluri, horizontaluri da kombinirebuli
marketinguli sistemebis gamoyenebis pirobebis Camo-
yalibeba;
4) marketinguli arxebis SerCevaze moqmedi faqto-
rebis analizi;
5) marketinguli logistikis elementebis ganxil-
va.
15.1. marketinguli arxebis arsi da funqciebi
marketingul anu ganawilebis (distribuciis) arxebSi

igulisxmeba is urTierTdakavSirebuli sawarmoebi,
romlebic exmarebian mocemul konkretul sawarmos sa-
qonlis an momsaxurebis warmoebidan momxmareblamde
dayvanaSi.
maSasadame, marketingul arxebSi Sedian Suamavlebi, ro-
melTac saqoneli an momsaxureba dayavT warmoebidan sabo-
loo an biznesmomxmareblebamde.
marketinguli arxebis arsi vlindeba maT mier Sesru-
lebul funqciebSi. dReisTvis specialistebi ganawilebis ar-
xebis funqciebs sxvadasxvagvarad ayalibeben. maT mosazrebeb-
395
ze dayrdnobiT marketinguli arxebis ZiriTadi funqciebi Se-
iZleba Camoyalibdes ase(ix. nax.15.1.).:
nax.15.1. marketinguli arxebis funqciebi
1) marketinguli kvlevebis Catareba saqonlis ga-

yidvisTvis saWiro informaciis misaRebad;
2) gasaRebis stimulireba bazrisTvis SeTavazebuli
saqonlis Sesaxeb informaciis gavrcelebis
gziT;
3) kontaqtis damyareba potenciur myidvelebTan;
396
4) produqtis momxmareblis moTxovnilebebTan Se-
sabamisobaSi moyvana, rac gamoixateba materia-
luri saxiT arsebuli produqtebis momxmare-
belTa moTxovnebis Sesabamisad dafasoebaSi, da-
xarisxebasa da SefuTvaSi;
5) saqonelsa da momsaxurebaze sakuTrebis uflebis
gadacemisTvis molaparakebebi marketinguli ar-
xebis warmomadgenlebTan;
6) saqonlis transportireba da sasawyobo damuSa-
veba;
7) produqtis momxmareblamde gadaadgilebis opera-
ciebis ganxorcielebis xarjebis dafinanseba.
marketinguli kvlevebi, momxmareblisTvis SeTavazebu-

li produqtis Sesaxeb informaciis miwodeba, produqtis
morgeba momxmareblis moTxovnilebebze, kontaqtis damyareba
potenciur myidvelebTan da molaparakebebi maTTan emsaxureba
garigebebis dadebas. rac Seexeba produqtis transportire-
bas, sasawyobo damuSavebas, agreTve, momxmareblisken gadaad-
gilebis operaciebis dafinansebas, maTi mizani dadebuli ga-
rigebebis Sesrulebaa.
produqtis momxmareblamde mitanis gzaze distribuciis
arxebi yvela CamoTvlil funqcias asruleben. im SemTxvevaSi,
Tu romelime arxi Sewyvets funqcionirebas, misi funqciebi
sxva arxs gadaecema.
15.2. marketinguli arxebis saxeebi da doneebi
marketinguli arxebis saxeebi da doneebi damokidebu-

lia marketinguli Suamavlebis raodenobaze, marketinguli
Suamavlebi ki, rogorc cnobilia, arian is sawarmoebi, rom-
397
lebic erTmaneTTan akavSireben, erTi mxriv, mwarmoeblebs da,
meore mxriv, saboloo da biznesmomxmareblebs.
marketingul arxebSi Suamavlebis raodenoba gansxvave-
bulia samomxmareblo da biznesproduqtebis mixedviT. ro-
gorc wesi, saboloo momxmareblebamde produqtis miwodebi-
sas ufro meti Suamavali monawileobs, vidre biznesmomxma-
reblebamde produqtis dayvanis procesSi. amis ZiriTadi mi-
zezi saboloo momxmareblebis mravalricxovneba da qveynis
mTel teritoriaze ganfenilobaa. biznesmomxmareblebis rao-
denoba SedarebiT mcirea. amasTan isini koncentrirebuli
arian qveynis regionebis mixedviT. mniSnelovania isic, rom
sawarmoTa nawilis xelmZRvaneloba pesimisturad uyurebs
Suamavlebis saqmianobas. rac Seexeba momsaxurebis sferos
sawarmoebs, isini momxmareblebTan kontaqts produqtis spe-
cifikuri xasiaTis gamo mokle arxebiT amyareben .
praqtikaSi ganasxvaveben pirdapir, arapirdapir da Sere-
ul marketingul arxebs.
yvelaze martivi da mokle marketinguli arxia pirdapi-
ri gasaReba, anu pirdapiri marketingi.
pirdapiri gasaReba gulisxmobs saqonlis momxmareb-
lamde gadaadgilebas Suamavlebis gareSe, Tavad mwarmo-
eblis mier. arapirdapiri arxebi iTvaliswinebs saqon-
lis momxmareblamde dayvanas Suamavlebis meSveobiT.
Suamavlebia biTumad da sacalod movaWreebi, brokere-
bi, agentebi.
pirdapiri gasaReba did rols asrulebs sawarmoo da-
niSnulebis saqonlis momxmareblamde dayvanaSi. dazga-danad-
garebis, nedleulis gasaRebas sawarmoebi amjobineben pirda-
piri kontaqtebis gziT, rac gasaRebis qvedanayofebis meSveo-
biT xorcieldeba. am dros xSirad mwarmoebeli Tavisi Zale-
biT umontaJebs myidvels dazga-danadgarebs da uwevs kon-
sultacias maTi gamoyenebis Taobaze.
398
pirdapiri gasaReba mniSvnelovan rols asrulebs samom-
xmareblo saqonlis bazarzec, gansakuTrebiT, msxvilgabari-
tiani saqonlis gayidvisas.
pirdapiri marketingis gamoyeneba SesaZleblobas aZlevs
mwarmoeblebs operatiulad gaakontrolon saqonlis gasaRe-
bis procesi da miiRon adekvaturi gadawyvetilebebi gamov-
lenili darRvevebis aRmosafxvrelad. uSualo kontaqti mom-
xmareblebTan maTi interesebis ufro metad gaTvaliswinebis
SesaZleblobas iZleva.
momxmareblebTan piradi kontaqtis didi mniSvnelobis
miuxedavad mwarmoeblebi xSirad gverds ver uvlian Suamav-
lebis gamoyenebas da sargebloben maTi momsaxurebiT. es gan-
sakuTrebiT maSin xdeba, roca mwarmoeblebi emsaxurebian
teritoriuli TvalsazrisiT did bazrebs, agreTve, didi ra-
odenobiT momxmareblebs.
marketingul arxebs axasiaTeben Semadgeneli doneebis
mixedviTac.
marketinguli arxebis doneSi igulisxmeba nebismieri
Suamavali, romelic garkveul rols asrulebs saqon-
lis warmoebidan momxmareblisken gadaadgilebis da
misTvis sakuTrebis uflebis gadacemis procesSi.
nebismieri marketinguli arxi iwyeba mwarmoebliT da
mTavrdeba momxmarebliT. Suamavlebis raodenobis mixedviT
ganasxvaveben nulovan, erTdonian, ordonian da samdonian ar-
xebs.
erTdoniani arxi moicavs mxolod erT Suamavals. sa-
momxmareblo saqonlis bazarze Suamavalia sacalod movaWre,
sawarmoo daniSnulebis saqonlis bazarze ki gasaRebis agen-
ti an brokeri da biTumad movaWre. momsaxurebasac individu-
alur biznesmomxmareblebze erTdoniani marketinguli arxis
pirobebSi brokerebi an agentebi yidian.
399
ordoniani marketinguli arxis SemadgenlobaSi ori Su-
amavali Sedis. samomxmareblo saqonlis bazarze Suamavlebis
rolSi gamodis sabiTumo da sacalo vaWrobis sawarmoebi,
sawarmoo daniSnulebis saqonlis bazarze ki brokeri an
agenti da biTumad movaWre.
samdoniani marketinguli arxi gamoiyeneba samomxmareb-
lo saqonlis realizaciis procesSi. am SemTxvevaSi saqon-
lis momxmareblamde gadaadgilebaSi monawileobs wvrilbiTu-
mad movaWre sawarmoebi.
iSviaTad, magram mainc arsebobs marketinguli arxebi
ufro meti Suamavlebis monawileobiT. marketinguli arxebis
struqturuli Semadgenloba gansxvavebulia samomxmareblo
da sawarmoo daniSnulebis saqonlis da momsaxurebisTvis(
ix. nax. 15.3. )
samomxmareblo saqonlis gasaRebis

marketinguli arxebi
nulovani donis arxi
mwarmoebeli momxmarebeli
erTdoniani arxi
mwarmoebeli sacalod movaWre momxmarebeli
ordoniani arxi
mwarmoebeli biTumad movaWre sacalod movaWre momxmarebeli
vaWroba
samdoniani arxi
mwarmoebeli biTumad wvrilbiT sacalod momxmarebel
movaWre umi movaWre i
vaWroba
vaWroba
400
sawarmoo daniSnulebis saqonlis gasaRebis
marketinguli arxebi
nulovani donis arxi

mwarmoebeli biznesmomxmarebeli
erTdoniani arxi
mwarmoebeli agenti, brokeri biznesmomxmareb
eli
ordoniani arxi
mwarmoebeli agenti, brokeri biTumad movaWre biznesmomxmareb
eli
momsaxurebis gasaRebis marketinguli arxebi
nulovani donis arxi

momsaxurebis individualuri
mwarmoebeli momxmarebeli an
biznes-momxmarebeli
momsaxurebis individualuri
mwarmoebeli brokeri, agenti momxmarebeli an
biznes-momxmarebeli
nax. 15.2. marketinguli arxebis struqtura
401
15.3. vertikaluri, horizontaluri da
kombinirebuli marketinguli sistemebi
saqonlis momxmareblamde gadaadgilebis marketingul

arxebSi SeiZleba Sediodes erTi an ramdenime piri, romle-
bic erTad qmnian sxvadasxva tipis marketingul sistemebs.
ganasxvaveben tradiciul arxebs, vertikalur, horizonta-
lur da kombinirebul marketingul sistemebs.
istoriulad saqoneli pirvelad ganawilebis tradici-
uli marketinguli arxebis meSveobiT iyideboda. ganawilebis
tipiuri tradiciuli arxi Sedgeba damoukidebeli mwarmoeb-
lebis da erTi an ramdenime biTumad da sacalod movaWre sa-
warmosgan (ix. nax. 15.4. ).
mwarmoebeli biTumad movaWre sacalod movaWre momxmarebel

i
nax. 15.4. ganawilebis tradiciuli arxi
ganawilebis tradiciuli arxis yoveli wevri damouki-

deblad muSaobs bazarze da iswrafvis miiRos rac SeiZleba
meti mogeba, Tundac arxis sxva wevrebis dazaralebis piro-
bebSi. maSasadame, ganawilebis tradiciuli arxis gamoyenebi-
sas Zlierdeba konkurenciuli brZola da mwvavdeba kon-
fliqtebi arxis wevrebs Soris. am naklovanebaTa aRmosaf-
xvrelad Seiqmna vertikaluri marketinguli sistema ( ix.
nax. 15.4.) romelic, Tavis mxriv, sami saxisaa: korporaciu-
li, saxelSekrulebo da marTuli.
vertikalur marketingul sistemaSi Semavali mwarmoe-
beli, sabiTumo da sacalo savaWro sawarmoebi bazarze gamo-
402
dian erTiani sistemis saxiT. arxis erTi monawile an da-
narCeni monawileebis mflobelia an
vertikaluri
marketinguli
sistemis saxeebi
korporaciuli saxelSekrulebo marTuli

vertikaluri vertikaluri vertikaluri
marketinguli marketinguli marketinguli
sistema sistema sistema
nax. 15.4. vertikaluri marketinguli

arxebis struqtura
maTTan muSaobs xelSekrulebis safuZvelze an kidev lideria

arxSi.
vertikalur marketingul sistemaSi wamyvani poziciis
dakaveba SeuZlia rogorc mwarmoebel, ise sabiTumo da saca-
lo savaWro sawarmoebs.
korporaciul vertikalur marketingul sistemaSi ar-
xis monawileTa Zalisxmevis koordinirebis da konfliqturi
situaciebis marTvis SesaZleblobas iZleva maTi erT-erTi
wevris mflobelobaSi yofna. ase, magaliTad, aSS-is kompania
Sears-is qselSi gayiduli saqonlis 50%-ze meti iwarmoeba
kompaniis kuTvnil sawarmoebSi. maSasadame, korporaciul
403
marketingul sistemaSi Semaval sawarmoebs marTavs maTi er-
TaderTi mflobeli.
saxelSekrulebo vertikaluri marketinguli sistema
Sedgeba erTmaneTTan xelSekrulebiT dakavSirebuli sawarmo-
ebisgan. aseT sistemaSi gaerTianebulia sabiTumo sawarmoebis
mier dafinansebuli sacalod movaWreTa nebayoflobiTi gaer-
Tianeba, sacalod movaWreTa kooperativi da frenSaizinguli
organizaciebi (ix. nax. 15.5.).
saxelSekrule
bo
vertikaluri
marketinguli
sistema
sacalod sacalod frenSaizingu

movaWreTa movaWreTa li
nebayoflobi kooperativi organizaciebi
Ti
gaerTianeba
sacalo sabiTumo sacalo

frenSizebis frenSizebis frenSizebis
sistema sistema sistema
mwarmoeblis mwarmoeblis momsaxurebis
egidis qveS egidis qveS sferos
kompaniis
egidis qveS
404
nax. 15..5. saxelSekrulebo vertikaluri
marketinguli sistema
sabiTumo sawarmoebis mier dafinansebuli sacalod mo-
vaWreTa nebayoflobiTi gaerTianeba damoukidebeli sacalo
savaWro sawarmoebis- maRaziebis qselia. am SemTxvevaSi sabi-
Tumo sawarmo cdilobs bazris SenarCunebas masTan kontaq-
tSi myofi sacalo savaWro sawarmoebis gaZlierebiT. biTu-
mad movaWre maTTan debs xelSekrulebas, romelic maRaziebs
uflebas aZlevs isargeblon erTiani saxelwodebiT da SeiZi-
non misgan saqoneli biTumad. aseT pirobebSi sacalo savaW-
ro sawarmoebs muSaobisa da brZolaSi gamarjvebis didi San-
si aqvT.
sacalod movaWreTa kooperativi sacalod movaWre sa-
warmoebis damoukidebeli gaerTianebaa, romelic saqonels bi-
Tumad Seisyidis da SeuZlia saqonlis warmoebac. am gaerTia-
nebis wevrebi TavianTi saqonlis did nawils yiduloben ko-
operativis meSveobiT. isini erToblivad axorcieleben sa-
reklamo saqmianobasac. kooperativis mier miRebuli mogeba
mis wevrebs Soris nawildeba Sesyidvis moculobis Sesabami-
sad.
frenSaizingi saxelSekrulebo marketinguli sistemis
iseTi formaa, romlis monawilenic (frenSizebi) asruleben
privilegiebis mflobeli sawarmos (frenSaizeris) moTxov-
nebs. frenSaizingi biznesis veberTela da mzardi sferoa.
ase, magaliTad, McDonald’s-is sistemaSi 20 wlis win 5749
frenSaizinguli organizacia iTvleboda, dReisTvis ki maTi
raodenoba msoflioSi 30 000-s aRemateba. 3 000ze meti
amerikuli kompania Tavis saqonels an momsaxurebas yidis
swored frenSaizinguli liderebis daxmarebiT. ganasxvaveben
frenSaizingis sam ZiriTad formas: sacalo frenSizebis sis-
405
tema mwarmoeblis egidis qveS; sabiTumo frenSizebis sistema
mwarmoeblis egidis qveS; sacalo frenSizebis sistema momsa-
xurebis sferos kompaniis egidis qveS.
sacalo frenSizebis sistema mwarmoeblis egidis qveS
gavrcelebulia saavtomobilo mrewvelobaSi. ase, magaliTad,
kompania Ford Tavis liderebs aZlevs avtomobilebiT vaWro-
bis licenziebs. dilerebi damoukidebeli firmebia, romlebic
Tanaxmani arian Seasrulon privilegiebis mflobeli kompani-
is gansazRvruli moTxovnebi avtomanqanebis gasaRebisa da
myidvelTa momsaxurebis procesSi.
sabiTumo frenSizebis sistema mwarmoeblis egidis qveS
gamoiyeneba ualkoholo sasmelebis warmoebaSi. mas iyenebs
kompania Coca-Cola, romelic licenziebs aZlevs qarxnebs mi-
si koncentratebiT sasmelebis Camosxmaze. qarxnebi am sasme-
lebs biTumad yidian, ZiriTadad, adgilobriv sacalod movaW-
reebze.
sacalo frenSizebis sistema momsaxurebis sferos kom-
paniis egidis qveS gamoiyeneba momsaxurebis sferos sawarmo-
ebSi. es sawarmoebi qmnian licenzirebuli savaWro sawarmoe-
bis qsels TavianTi momsaxurebis momxmareblamde dasayvanad.
aRniSnuli sistema gamoiyeneba avtomobilebis gamqiravebel
firmebSi, swrafi momsaxurebis masobrivi kvebis sawarmoebSi,
sastumroebis qselSi. sacalo frenSizebis sistema momsaxu-
rebis sferos kompaniis egidis qveS kargad funqcionirebs,
magaliTad, kompania McDonald’s-Si.
marTuli vertikaluri sistemis pirobebSi xorcielde-
ba saqonlis warmoebisa da distribuciis Tanmimdevruli
etapebis dakavSireba da marTva sistemis erT-erTi monawi-
lis mier misi sididis da wamyvani sabazro wilis safuZvel-
ze. am sistemas iyeneben General Electric da Procter&Gamble.
es kompaniebi mWidrod TanamSromloben TavianTi saqonlis
406
gamyidvelebTan fasebis dawesebis, gasaRebis stimulirebis
meTodebis SerCevis da sxva sakiTxebis gadawyvetaSi.
axali marketinguli SesaZleblobebis aTvisebaSi did
rols asrulebs horizontaluri marketinguli sistema. am
sistemaSi erTi donis sawarmoebi erTiandebian maSin, roca
axali marketinguli SesaZleblobebis asaTviseblad ar hyof-
niT kapitali, codna, sawarmoo simZlavreebi. TanamSromloba
SeiZleba iyos droebiTi an mudmivi, SeiZleba erToblivi sa-
warmos Seqmnac. am sistemis magaliTia saaqcio sazogadoeba
“saqarTvelos bankis” da Tbilisis metropolitenis Tanam-
Sromloba. saqarTvelos bankma Tbilisis metroSi ganaTavsa
serviscentrebi da bankomatebi, riTac Tavisi bazari kidev
ufro gaafarTova da Tanac mokle droSi, Tbilisis metro-
politenma ki sabanko momsaxurebis SeTavazebiT mniSvnelov-
nad dauzoga dro Tavis klientebs, ramac aseve dadebiTad
imoqmeda maTi raodenobis gazrdaze.
bazrebis aTvisebis procesSi sawarmoTa nawili iyenebs
mravalarxian marketingul sistemebs, romelTac kombinire-
bul sistemebsac uwodeben (ix. nax. 15.6. ).
es sistemebi gamoiyeneba maSin, roca sawarmoebis saqo-
nels iyeneben rogorc individualuri momxmareblebi, ise
biznes-momxmareblebi. individualur momxmareblebze sawarmo-
ebs SeuZliaT saqoneli gayidon katalogebiT, telefonebiT,
internetiT, damoukidebeli sacalo savaWro sawarmoebis ga-
moyenebiT. biznes-momxmareblebze saqoneli SeiZleba gaiyidos
rogorc mwarmoebeli sawarmos gasaRebis qvedanayofis Tanam-
Sromlebis mier, ise marketinguli Suamavlebis (biTumad mo-
vaWre, brokeri, agenti) gamoyenebiT.
kombinirebul marketingul sistemas efeqtianad iyenebs
amerikuli kompania IBM. is Tavis kompiuterebs momxmareb-
lebze yidis rogorc damoukideblad, Tavisi gasaRebis qveda-
nayofis meSveobiT, ise Suamavlebis gamoyenebiT. kompiutere-
407
bis gayidvisas IBM iyenebs katalogebs, telemarketings, da-
moukidebel dilerebs, msxvil sacalo savaWro sawarmoebs,
biTumad movaWreebs. marTalia, kombinirebuli marketinguli
sistema xels uwyobs bazris gafarToebas sxvadasxva segmen-
tis
katalogebi, telefoni samomxmarebl

o saqonlis
momxmarebeli
sacalod samomxmareblo
movaWre saqonlis
momxmarebebeli
mwarmoebeli agenti, biTumad biznes-

brokeri movaWre momxmarebeli
biznes-
momxmarebeli
mwarmoeblis gasaRebis ganyofileba
nax. 15.6. kombinirebuli marketinguli sistema
aTvisebis gziT, misi gamoyeneba mainc gaZnelebulia masSi

xSiri konfliqtebis gamo.
15.4. marketinguli arxebis SerCeva
408
produqtis gasaRebisas gamosayenebeli marketinguli
arxebis Sesaxeb gadawyvetilebis miRebas win uswrebs SerCe-
vis procesze moqmedi faqtorebis analizi. am faqtorebs So-
ris gamoyofen sabazro, sasaqonlo, konkurentul da organi-
zaciul faqtorebs. mxolod am faqtorebis Sefasebis safuZ-
velze miiReba gadawyvetileba mowinave sawarmoebSi gamosaye-
nebeli marketinguli arxis tipze.
arxis struqtura, pirvel rigSi, damokidebulia moce-
muli sawarmos produqtis myidvelze. amitom mwarmoeblebi
unda flobdnen informacias momxmarebelTa raodenobis, maTi
koncentraciis, nayidobis saSualo sididis, moTxovnilebebis
Sesaxeb. biznes-momxmareblebs mwarmoeblebi, Cveulebriv, uSu-
alod,Nanu nulovani donis arxiT ukavSirdebian. rac Seexeba
individualur momxmareblebs, isini saqonels upiratesad sa-
calo savaWro qselSi yiduloben. saqoneli maRaziebSi mwar-
moebels Seaqvs TviTon an sabiTumo rgolis daxmarebiT.
marketinguli arxis SerCevis procesze moqmedi sapro-
duqto faqtorebi moicavs produqtis moxmarebis xangrZli-
vobas, asortimentis sirTules, faseulobas, Senaxvis xan-
grZlivobas da a.S. bunebrivia, malfuWebadi saqoneli momxma-
rebels miewodeba nulovani an erTdoniani arxiT. rTuli
asortimentis saqoneli mwarmoebelma momxmareblamde unda
daiyvanos Suamavlebis gamoyenebiT, magram mokle marketingu-
li arxiT. xangrZlivi moxmarebis saqoneli, ZiriTadad,
grZeli marketinguli arxiT dadis momxmareblamde. mokleva-
diani gamoyenebis saqoneli, magaliTad, purproduqtebi, mom-
xmareblamde gadaadgildeba mokle arxiT.
marketinguli arxis SerCevis dros mwarmoeblebi er-
TmaneTs adareben sxvadasxva variants da ise iReben gadawyve-
tilebas gamosayenebeli arxis tipze. ukanasknel periodSi
sul ufro didi popularobiT sargeblobs saqonlis momxma-
reblisTvis miwodeba nulovani arxis gamoyenebiT.
409
marketinguli arxebis SerCevis dros sawarmoebma unda
gaiTvaliswinon, agreTve, TavianTi resursebi saqonlis gasa-
Rebis procesSi gamosayeneblad, servisze moTxovnilebis
mdgomareoba da sakuTari SesaZleblobebi am mimarTulebiT.
intensiuri ganawileba anu intensiuri distribuciis
strategia iTvaliswinebs saqonlis mocemuli konkretuli
sawarmosTvis yvela xelmisawvdom arxSi gayidvas. praqtikaSi
realurad arsebobs iseTi sawarmoebi, romlebic TavianTi sa-
qonlis gasayidad iyeneben qveyanaSi arsebul TiTqmis yvela
tipis savaWro sawarmos. intensiuri midgomiT SeirCeva mar-
ketinguli arxebi yoveldRiuri moTxovnis saqonlis momxma-
reblamde misatanad. amiT mwarmoeblebi momxmareblebs SesaZ-
leblobas aZleven Zalisxmevis minimaluri daxarjviT SeiZi-
non aseTi produqtebi.
im SemTxvevaSi, Tu mwarmoeblebi dainteresebuli arian
axali saqonlis bazarze danergviT da saqonlis gasaRebis
procesze kontrolis dawesebiT, isini mkveTrad amcireben
Suamavlebis raodenobas da saqonlis gayidvis eqskluziuri
ufleba konkretul geografiul regionSi SeiZleba miscen
mxolod gansazRvrul Suamavlebs. saqonlis momxmareblamde
mitanis aseTi wesiT iyideba avtomobilebi, sayofacxovrebo
teqnikis da tansacmlis zogierTi brendi.
eqskluziuri distribuciis gamoyenebis pirobebSi sa-
warmos marketinguli xarjebi mcirdeba, vinaidan mwarmoebe-
li SezRuduli raodenobis SuamavlebTan TanamSromlobs da
maTTan erTad iRebs gadawyvetilebas reklamasa da fasebze,
agreTve, rig sxva sakiTxebze.
ganviTarebuli qveynebis kompaniebi eqskluziuri dis-
tribuciis gamoyenebis dros Suamavlebisgan moiTxoven gan-
sazRvruli pirobebis dacvas, rasac isini xSirad ewinaaRmde-
gebian. ase, magaliTad, Daimler Chrysler-ma Suamavlebs SesTa-
vaza programa Five Star. am programis Sesabamisad firmam
410
daajildova is Suamavalebi, romlebmac daakmayofiles misi
moTxovnilebebi gamyidvelebis momzadebis, momxmarebelTa
momsaxurebis, urTierTdamokidebulebis marTvis amocanebis
miRwevis procesSi, rac gamoixata, pirvel rigSi, maTi mar-
ketinguli xarjebis anazRaurebiT. miuxedavad Suamavlebis
mier dasawyisSi gaweuli winaaRmdegobisa, dReisTvis maTi
umetesoba am programis monawilea.
produqtis momxmareblamde mitanis seleqtiuri dis-
tribuciis strategias Sualeduri adgili ukavia intensiur
da eqskluziur distribuciebs Soris, e. i. am SemTxvevaSi
Suamavlebis raodenoba erTze metia, magram naklebia mocemu-
li sawarmos saqonlis gayidviT dainteresebuli Suamavlebis
raodenobaze. am wesiT yidian, magaliTad, TavianT saqonels
televizorebisa da avejis mwarmoebeli sawarmoebi. seleqti-
uri distribucia mwarmoebls bazris gafarToebis da inten-
siur midgomasTan SedarebiT saqonlis ufro naklebi dana-
xarjebiT gayidvis saSualebas aZlevs.
15..5. saqonelmoZraobis (marketinguli logistikis) buneba

da organizaciuli aspeqtebi
saqonelmoZraobaSi anu marketingul logistikaSi igu-

lisxmeba saqonlis warmoebis adgilidan moxmarebis adgilam-
de fizikuri gadaadgilebisTvis saWiro RonisZiebebis dageg-
mva, praqtikaSi gatareba da kontroli momxmarebelTa moT-
xovnilebebis dakmayofilebisa da mogebis miRebis mizniT.
saqonelmoZraoba urTierTkavSirSi myofi Semdegi ele-
mentebis sistemaa:
1) momxmarebelTa momsaxureba;
2) SekveTebis damuSaveba;
3) sasaqonlo maragis marTva;
4) saqonlis Senaxva;
411
5) saqonlis dacva dazianebisgan;
6) saqonlis transportireba.
saqonelmoZraobis ZiriTadi mizani momxmareblebisTvis
sasurveli produqtis saWiro adgilze da saWiro dros mi-
tanaa minimalurad dasaSvebi xarjebiT. magram, aranaklebi
mniSvneloba eniWeba myidvelTa momsaxurebis maqsimalur xa-
risxs, Tumca realurad amis miRweva Zalian Znelia. momxma-
rebelTa momsaxurebis done saqonelmoZraobis efeqtianobis
ZiriTadi xarisxobrivi maCvenebelia, romelic xels uwyobs
moTxovnis Camoyalibebasa da zrdas mocemuli sawarmos pro-
duqtze. maqsimaluri servisi klientebisTvis damokidebulia
mraval faqtorze, kerZod, maTi SekveTebis Sesrulebis sis-
wrafeze, miwodebuli produqciis xarisxze, damatebiTi mom-
saxurebis formebze, saqonlis gayidvis Semdgom momsaxureba-
ze, transportis racionaluri saxeebis SerCevaze, sasaqonlo
maragis odenobasa da misi SenaxvisTvis normaluri pirobebis
Seqmnaze. sawarmoebi winaswar gansazRvraven momsaxurebis sa-
xeebs, romlebic SeuZliaT SeTavazon momxmareblebs Tavisi
SesaZleblobebis mixedviT. magaliTad, SeiZleba miiRon ga-
dawyvetileba momxmarebelTa SekveTebis drois gansazRvrul
monakveTSi (davuSvaT erT dRe-RameSi, erT kviraSi) Sesru-
lebaze.
saqonelmoZraoba dakavSirebulia gansazRvrul danaxar-
jebTan, romlebSic yvelaze didi wiliT satransporto da
Senaxvis xarjebia warmodgenili. gacilebiT mcirea SekveTe-
bis damuSavebis, saqonlis datvirTva-gadmotvirTvis da admi-
nistraciuli xarjebi. xarjebis racionaluri Semcireba sa-
qonelmoZraobis efeqtianobis amaRlebis aucilebeli pirobaa.
xarjebis Semcirebis mizniT ar unda dauSvan momsaxurebis
kulturis Semcireba.
saqonelmoZraoba iwyeba klientebidan SekveTebis miRe-
biT da maTi damuSavebiT. ganviTarebul qveynebSi sawarmoebis
412
mier SekveTebi miiReba, damuSavdeba, saqonlis gadaitvirTeba
da angariSi formdeba kompiuterebis gamoyenebiT, rac aCqa-
rebs saqonelmoZraobis process, es ki momgebiania rogorc
mwarmoeblebis, ise momxmareblebisTvis.
SekveTebis damuSaveba iTvaliswinebs SemkveTis kreditu-
narianobis Semowmebas, gayidvis aRricxvas da buRaltrul
gatarebas, SekveTis Sesrulebis adgilis dadgenas da saWi-
roebis SemTxvevaSi dokumentaciis koreqtirebas (Tu srulad
ver Sesrulda SemkveTis moTxovnileba).
sasaqonlo maragis Seqmna saWiroa, pirvel rigSi, imis
gamo, rom saqonlis warmoeba da moxmareba drosa da sivrce-
Si ar emTxveva erTmaneTs, rac mkafiodaa gamoxatuli sezo-
nuri warmoebisa da moxmarebis saqonelze. saqonlis maragis
arseboba sawyobebSi uzrunvelyofs saqonelbrunvis Seufer-
xebel ganviTarebas da myidvelTa momsaxurebis saTanado do-
nes. saqonelmoZraobis arxebSi maragi unda Seiqmnas im ode-
nobiT, rom SesaZlebeli gaxdes yvela momxmareblis moTxov-
nilebis dauyovnebliv dakmayofileba. amasTan, saqonlis mara-
gis sidide SesabamisobaSi unda iyos moyvanili gasaRebis
moculobis da Semosavlebis zrdis maCveneblebTan.
sawarmoTa erTi nawili saqonlis marags inaxavs uSua-
lod sawarmoSi, nawili ki qveynis sxvadasxva regionSi arse-
bul sawyobebSi. sawyobebi SeiZleba iyos sakuTari an ijariT
aRebuli. sakuTari sasawyobo meurneoba zogjer aferxebs sa-
saqonlo maragis manevrirebis process. amasTan, sakuTari
sawyobebis Senaxva moiTxovs xarjebs, magram am SemTxvevaSi
sawarmos aqvs gakontrolebis meti SesaZlebloba. saerTo
sargeblobis sawyobebi iReben gadasaxads. isini saqonlis Se-
naxvasTan erTad sawarmoebs uweven sxvadasxva saxis fasian
momsaxurebas, kerZod, asruleben saqonlis gasinjvis, SefuT-
vis, gadatvirTvis operaciebs. saerTo sargeblobis sawyobe-
413
bis momsaxurebis SemTxvevaSi metia saqonlis maragis efeqti-
ani gadaadgilebis SesaZleblobebi.
saqonlis sawyobebSi Senaxva moiTxovs sasawyobo Seno-
bebSi gamoyenebuli mowyobilobebis Sesyidvisa da amortiza-
ciis, sawyobebSi dasaqmebuli muSakebis Sromis anazRaurebis,
saqonlis danakargebis dafarvis, kreditis procentis anazRa-
urebis da sxva saxis xajebs.
saqonelmoZraobaSi saqonlis SenaxvasTan erTad did
rols asrulebs transportireba, romlis xarjebic aRemateba
Senaxvis xarjebs. saqonlis gadazidvis organizaciazea damoki-
debuli fasebis done, saqonlis droulad mitana daniSnule-
bis adgilamde da gadaziduli produqciis sasaqonlo saxe
momxmareblisTvis miwodebis momentSi. es faqtorebi uSualod
moqmedeben momxmareblis moTxovnilebebis dakmayofilebis do-
neze.
gadasazidi saqonlis xarisxisgan damokidebulebiT sa-
warmoebma SeiZleba isargeblon rkinigzis, wylis, saavtomo-
bilo, milsadeni da sahaero transportiT. transportis sa-
xis SerCeva damokidebulia tvirTis erTeulis gadazidvis
fasze, gagzavnis sixSireze, gadazidvis usafrTxoebaze, dro-
sa da adgilze, transportis saimedoobaze, qveynis misadgomi
regionebis raodenobaze.
marketinguli logistikis erT-erTi mniSvnelovani amo-
canaa tvirTis dauzianeblad mitana momxmareblamde. am amo-
canis gadawyvetas uzrunvelyofs SefuTva da tvirTis damu-
Saveba imgvarad, rom Tavidan aicilon garemo pirobebis ze-
moqmedeba da dataceba.
tvirTis momxmareblamde dauzianeblad mitanas emsaxu-
reba iunitizaciis da konteinerizaciis koncefciebi. iuniti-
zacia gulisxmobs tvirTis yovel partiaSi rac SeiZleba
meti sasaqonlo erTeulis Setanas, rac gadazidvis xarjebs
Seamcirebs. saqonlis dauzianeblad transportirebisTvis
414
Cveulebriv gamoiyeneben xis yuTebs. konteinerizacia, SeiZle-
ba iTqvas, aris iunitizacia ufro farTo masStabiT, e.i ram-
denime iunitizebuli sasaqonlo partiis gaerTianeba.
XV TavSi gamoyenebuli marketinguli terminebi:
marketinguli arxebi
marketinguli arxebis funqciebi
distribuciis arxebi
marketinguli arxebis saxeebi
marketinguli arxebis done
pirdapiri arxi
pirdapiri gasaReba
pirdapiri marketingi
nulovani donis arxi
erTdoniani arxi
ordoniani arxi
samdoniani arxi
vertikaluri marketinguli sistema
horizontaluri marketinguli sistema
kombinirebuli marketinguli sistema
ganawilebis tradiciuli arxi
korporaciuli vertikaluri marketinguli sistema
saxelSekrulebo vertikaluri marketinguli sistema
marTuli vertikaluri marketinguli sistema
frenSaizinguli organizacia
sacalo frenSizebis sistema
sabiTumo frenSizebis sistema
intensiuri ganawileba
intensiuri distribucia
saqonelmoZraoba
415
marketinguli logistika
416
reziume
sawamoSi miRebul marketingul gadawyvetilebebs Soris

erT-erTi metad mniSvnelovani da sapasuxismgeblo gadawyve-
tilebaa marketinguli arxis SerCeva. Tu arasworad SeirCa
marketinguli arxi, saqoneli ver moxvdeba im dros da im
adgilze, rodesac da sadac mas yvelaze metad elodeba mom-
xmarebeli, rac uaryofiTad imoqmedebs sawarmos muSaobis
Sedegebze.
marketinguli arxebi Suamavlebia sawarmoebsa da mom-
xmareblebs Soris. isini asruleben Semdeg funqciebs: marke-
tinguli kvlevebis Catareba, gasaRebis stimulireba, kontaq-
tis damyareba potenciur myidvelebTan, produqtis Sesabami-
sobaSi moyvana momxmarebelTa moTxovnilebebTan, molaparake-
bebi, saqonlis transportireba da saqonelmoZraobis dafi-
nanseba.
praqtikaSi ganasxvaveben pirdapir, arapirdapir da Sere-
ul marketingul arxebs. pirdapiri arxi, anu pirdapiri gasa-
Reba iTvaliswinebs saqonlis momxmareblamde dayvanas Suamav-
lebis gamoyenebis gareSe. e.i am SemTxvevaSi saqoneli momxma-
rebels miewodeba TviTon mwarmoeblis mier. arapirdapiri
arxebis gamoyenebis dros bazarze SeiZleba iyos erTi an
ramdenime Suamavali.
marketingul arxebs axasiaTeben, agreTve, doneebis mi-
xedviTac. marketinguli arxebis doneSi igulisxmeba nebismi-
eri Suamavali, romelic gansazRvrul rols asrulebs sa-
qonlis momxmareblisken gadaadgilebis da misTvis sakuTre-
bis uflebis gadacemis procesSi. praqtikaSi gvxvdeba nulo-
vani, erTdoniani, ordoniani da samdoniani arxebi. pirdapir
gasaRebas uwodeben nulovani donis arxs. Suamavlebi gansxva-
vebulia samomxmareblo da sawarmoo daniSnulebis saqonlis
mixedviT.
417
marketinguli arxebi mudmivad viTardeba. istoriulad
pirvelad saqoneli tradiciuli arxebiT daiyvaneboda mom-
xmareblebamde. tradiciuli arxis pirobebSi misi yoveli mo-
nawile damoukideblad muSaobs bazarze da sakuTari miznis
misaRwevad SeuZlia bazris sxva subieqtebisTvis zianis miye-
neba. dReisTvis marketingulma arxebma didi da seriozuli
cvlilebebi ganicada, ris Sedegadac Camoyalibda vertikalu-
ri, horizontaluri da kombinirebuli marketinguli siste-
mebi. am sistemebis ganviTarebis Sedegad Seicvala marketin-
guli arxis monawileebs Soris urTierTobebis xasiaTi, ker-
Zod, Semcirda konfliqtebi, Sesustda konkurencia.
marketinguli arxebis SerCevis procesi moicavs faq-
torTa farTo wris analizs. am faqtorebidan, pirvel rigSi,
Seiswavlian momxmarebels da produqts. mniSvnelovania, ag-
reTve, sawarmos resursebiT uzrunvelyofis analizi.
mocemul TavSi ganxilulia marketinguli logistikis
sakiTxic, romelic iTvaliswinebs saqonlis momxmareblisken
fizikuri gadaadgilebisTvis saWiro RonisZiebebis dagegmvas,
ganxorcielebas da kontrols.
418
Tavi 16. sacalo da sabiTumo vaWroba
XVI Tavis swavlebis miznebi

1) sacalo da sabiTumo vaWrobis rolis daxasiaTe-
ba saqonlis warmoebidan momxmareblamde dayva-
nis procesSi;
2) sacalo savaWro sawarmoebis ZiriTadi saxeebis
CamoTvla da daxasiaTeba;
3) sabiTumo vaWrobis sawarmoebis ZiriTadi saxee-
bis CamoTvla da daxasiaTeba;
4) sacalo da sabiTumo sawarmoebis mier miRebuli
marketinguli gadawyvetilebebis Camoyalibeba.
16.1. sacalo vaWrobis arsi da mniSvneloba mosaxleo-

bis momsaxurebaSi
sacalo vaWroba aris saqonelmoZraobis damamaTavrebe-

li stadia, romlis meSveobiTac saqoneli mis uSualo
momxmarebels mieyideba individualuri da koleqtiuri
moTxovnilebebis dasakmayofileblad. sacalo vaWrobis
rgolis gavliT saqoneli wyvets moZraobas mimoqcevis
sferoSi da gadadis moxmarebis sferoSi.
sacalo vaWroba SeiZleba ganxorcieldes maRaziaSi, qu-

CaSi, momxmareblis binaze. saqonlis sacalod gayidvis aqti
imis maCvenebelia, rom Seqmnili produqti sazogadoebam aRi-
ara, e.i. misi samomxmareblo Tvisebebi Seafasa dadebiTad.
sacalo vaWrobis ZiriTadi funqciaa saqonlis momxma-
reblamde dayvana yidva-gayidvis gziT. am funqciis Sesrule-
419
bis dros sacalo vaWroba zemoqmedebs, erTi mxriv, warmoe-
baze, meore mxriv ki moxmarebis procesze. sacalo vaWrobis
ZiriTadi funqciis Sesruleba uzrunvelyofilia Semdegi
operaciebis SesrulebiT:
1) bazris koniunqturis Seswavla;
2) saqonlis calkeul saxeebze moTxovnisa da mi-
wodebis gansazRvra bazris koniunqturis Ses-
wavlis Sedegebis safuZvelze;
3) saqonlis Sesyidva da savaWro asortimentis
formireba moTxovnis mixedviT;
4) saqonlis miReba da Senaxva;
5) saqonelze fasebis daweseba;
6) momwodeblebis da momxmareblebis informireba;
7) saqonlis gayidva.
mxolod CamoTvlili qvefunqciebis erTobliobiTaa Se-
saZlebeli sacalo vaWrobis ZiriTadi funqciis maRal done-
ze Sesruleba.
16.2. sacalo savaWro sawarmoebis ZiriTdi saxeebi
sacalo vaWrobaSi ZiriTadi rgolia savaWro sawarmo,

romelic iuridiuli piria, sargeblobs gansazRvruli ufle-
bebiT da asrulebs garkveul movaleobebs.
sacalo savaWro sawarmoebs ajgufeben momxmareblebis-
Tvis SeTavazebuli sasaqonlo asortimentis, fasze damokide-
bulebis, savaWro momsaxurebis xasiaTis, sakuTrebis da maRa-
ziebis koncentraciis mixedviT.
momxmareblebisTvis SeTavazebuli sasaqonlo asortimen-
tis mixedviT gamoiyofa maRaziaTa mravali tipi, romelTa
Soris ZiriTadia: specializebuli maRazia, univermaRi, uni-
versami, yoveldRiuri moTxovnis saqonlis maRazia.
420
specializebuli maRaziebi momxmareblebs sTavazoben
viwro asortimentis saqonels. aseTia tansacmlis, fexsac-
mlis, wignebis, yvavilebis, avejis, da a.S. maRaziebi. arsebobs
viwrospecializebuli maRaziebic. magaliTad, mamakacis an qa-
lis tansacmlis maRaziebi miekuTvneba maRaziebs SezRuduli
asortimentiT, xolo mamakacis perangebiT, an qalis kabebiT
movaWre maRaziebi viwrospecializebul maRaziebs. amerikeli
specilistebis erTi nawilis azriT, qveyanaSi momavalSi ga-
izrdeba viwrospecializebuli maRaziebis raodenoba. aseT ma-
Raziebs bazris segmentaciis upiratesobebis gamoyenebis didi
SesaZleblobebi aqvT. specializebuli maRaziebi SeiZleba
ekuTvnodeT damoukidebel movaWreebs, an kidev Sediodnen
specializebul maRaziaTa qselSi.
univermaRebi momxmareblebs sTavazoben ramdenime sasa-
qonlo jgufis saqonels : tansacmels, fexsacmels, saojaxo
saqonels, parfiumerias. sxvadasxva saxis saqoneli iyideba
specializebul seqciebSi. istoriulad pirveli univermaRi
iyo bon marSe, romelic parizSi 1852 wels daarsda.
universami sakmaod msxvili savaWro dawesebulebaa, ro-
melSic moqmedebs SedarebiT mcire savaWro daricxva da ro-
melic momxmarebels sTavazobs farTo asortimentis saqo-
nels, kerZod, kvebis produqtebs, sarecx saSualebebs da sa-
ojaxo saqonels. universamebi, ZiriTadad, erTiandebian erTi-
an qselSi, Tumca SeiZleba isini kerZo mflobelsac ekuT-
vnodes. universamSi saqoneli iyideba TviTmomsaxurebis meTo-
diT.
yoveldRiuri moTxovnis saqonlis maRaziebi ganlagebu-
lia sacxovrebel raionebSi. isini momxmareblebs sTavazoben
saqonlis viwro asortiments da muSaoben gamosasvleli
dRis gareSe.
421
fasze damokidebulebiT ganasxvaveben Semcirebuli fase-
biT movaWre maRaziebs, maRazia-sawyobebs da katalogebiT mo-
vaWre maRaziebs.
Semcirebuli fasebiT movaWre maRaziebi momxmarebels
standartul saqonels sTavazoben dabal fasSi. amis safuZve-
li savaWro daricxvis Semcireba da gayidvis moculobis
gazrdaa. Semcirebuli fasebiT movaWre maRazia yovelTvis
dabal fasSi yidis saqonels samamulo warmoebis saqonlis
xarjze da ara saqonlis dabali xarisxis gamo.
maRazia-sawyobebis mizania didi moculobis saqonlis
gayidva dabal fasebSi. aseTi vaWrobis yvelaze gavrcelebu-
li saxea avejis maRazia-sawyobebi.
ganviTarebul qveynebSi gavrcelelbulia katalogebiT
movaWre maRaziebi-sademonstracio darbazebi. momxmareblebs
katalogebis miReba SeuZliaT sademonstracio darbazebSi an
fostiT. katalogSi mocemulia sapreiskuranto fasi yoveli
nakeTobisTvis da misi fasi fasdaklebis Semdeg. momxmare-
bels saqonelze SekveTis micema SeuZlia telefoniTac, Sin
mitanis Tanxis gadaxdiT.
savaWro momsaxurebis xasiaTis mixedviT gamoyofen sta-
cionalur, moZrav da saamanaTo qsels.
yvelaze farTod gavrcelebulia stacionaluri savaW-
ro qseli, romelic moicavs maRaziebs, jixurebs, savaWro
avtomatebs.
moZrav savaWro qsels miekuTvneba avtofardulebi, rom-
lebSic iyideba rogorc sasursaTo, ise arasasursaTo saqo-
neli.
saamanaTo qseli momxmarebels saSualebas aZlevs mis-
Tvis saWiro saqoneli SeiZinos SekveTis safuZvelze. Sekve-
Tis micema SeiZleba fostiT, telefoniT, specializebuli
organizaciebis meSveobiT. am wesiT iyideba wignebi, sakance-
lario da zogierTi sxva saqoneli.
422
sabazro ekonomikis mqone qveynebSi sacalo savaWro
qseli sakuTrebis formebis mixedviT ZiriTadad warmodgeni-
lia Semdegi saxeebiT:
1. damoukidebeli savaWro sawarmo;
2. korporaciuli qseli;
3. sacalod movaWre kooperativi;
4. momxmarebelTa kooperativi;
5. frenSaizinguli organizacia;
6. sacalo konglomerati.
sakuTrebis yvelaze ufro gavrcelebuli formaa damo-
ukidebeli savaWro sawarmo. am SemTxvevaSi momxmareblebs em-
saxureba erTi damoukidebeli maRazia, romlis mflobelic,
ZiriTadad, TviTon asrulebs savaWro operaciebs.
korporaciuli qseli XX saukunis pirmSoa. am SemTxve-
vaSi erTiani kontrolis qveS imyofeba ori an meti savaWro
dawesebuleba, romlebic yidian analogiuri asortimentis sa-
qonels, aqvT saqonlis Sesyidvis da gasaRebis erTiani sis-
tema. xSirad korporaciul qselSi Semaval maRaziebs aqvT
erTnairi arqiteqturuli gaformeba. maRaziaTa savaWro
asortimentis gansazRvra, msxvili SekveTebis wardgena, maRa-
ziebs Soris saqonlis ganawileba, fasebis politika da sxva,
yvela maRaziisTvis savaldebulo, RonisZiebebi wydeba Stab-
binaSi.
korporaciul savaWro qsels damoukidebel savaWro sa-
warmosTan SedarebiT meti SesaZleblobebi aqvs saqonelbrun-
vis moculobisa da Semosavlebis gasadideblad. amis saSua-
lebas mas aZlevs didi raodenobis saqonlis Sesyidvis, saqo-
nelze maqsimaluri daTmobebis miRebis, satransporto xar-
jebis Semcirebis, maRalkvalificiuri menejerebis daqirave-
bis, marTvis mowinave meTodebis mecnieruli damuSavebis, Ta-
namedrove organizaciuli struqturebis Camoyalibebis, saca-
lo da sabiTumo vaWrobis funqciebis gaerTianebis da sxva
423
SesaZleblobebi. korporaciuli qselis yoveli obieqti saer-
To mflobelobisa da kontrolis pirobebSi sargeblobs
garkveuli damoukideblobiT, rac mkveTrad afarToebs adgi-
lobrivi bazris Taviseburebebis gaTvaliswinebis da konku-
rentunarianobis amaRlebis SesaZleblobebs.
momxmarebelTa kooperativi iqmneba maSin, roca moqala-
qeebi fiqroben, rom maT vaWrobis muSakebi saTanadod ar em-
saxurebian an saqonelze Zalian maRali fasebia. momxmarebel-
Ta kooperativi moqalaqeTa fuladi Senatanebis safuZvelze
Seqmnili gaerTianebaa, romlis saqmianobis saerTo mimarTu-
lebas gansazRvravs maT mier arCeuli gamgeoba.
frenSaizinguli organizacia xelSekrulebis safuZvel-
ze privilegiebis mflobeli da mimRebi organizaciebis gaer-
Tianebaa. privilegiebis mflobelebi SeiZleba iyvnen mwarmo-
eblebi, biTumad movaWre an momsaxurebis sferos organizaci-
ebi, mimRebni ki saSualo da wvrili mewarmeebi. xelSekrule-
biT gaTvaliswinebulia privilegiebis mflobelTa da mimReb-
Ta ufleba-movaleobebi. xelSekrulebis Sesabamisad wvrili
da saSualo mewarmeebi kisruloben privilegiebis mflobeli
organizaciis produqciis gasaRebas.
sacalo konglomerati aris Tavisufali firmebis kor-
poracia, romelic sacalo vaWrobis araerTgvarovan sawarmo-
ebs aerTianebs erTian mflobelobaSi marTvis funqciebis na-
wilobrivi integraciiT.
momxmarebelTa momsaxurebis meTodis mixedviT gamoyo-
fen TviTmomsaxurebiT, avtomatebiT, nimuSebiT da kataloge-
biT, winaswari SekveTebiT, saqonlis binaze mitaniT, Ria ga-
molagebiT movaWre maRaziebs.
16.3. sacalo vaWrobaSi miRebuli marketinguli
424
gadawyvetilebebi
sacalo vaWrobis muSaobis Sedegebi damokidebulia

xelmZRvaneli muSakebis mier miRebul marketingul gadawyve-
tilebebze. maT Soris ZiriTadia:
1) miznobrivi bazrebis SerCeva;
2) sasaqonlo asortimentis da momsaxurebis kom-
pleqsis dadgena;
3) fasebis daweseba;
4) saqonlis bazarze win wawevis meTodebis gansaz-
Rvra;
5) sawarmos adgilmdebareobis dadgena.
sacalo savaWro sawarmo Tavis saqmianobas iwyebs miz-
nobrivi bazrebis SerCeviT. es aris yvelaze mniSvnelovani
marketinguli gadawyvetileba, romelzec damokidebulia mar-
ketingis mimarTulebiT sawarmos mier miRebuli yvela sxva
gadawyvetileba. gadawyvetilebebi unda Seesabamebodes miz-
nobrivi bazris moTxovnebs. sawarmos marketingis samsaxuri
regularulad unda swavlobdes miznobriv bazars, rom yo-
velTvis iyos darwmunebuli miRebuli gadawyvetilebebis
sisworeSi. bazris SerCeva uSualod ukavSirdeba am bazridan
savaraudod misaRebi mogebis sidides.
sawarmos moqmedebis regionSi miznobrivi bazris SerCe-
vaze did gavlenas axdens, agreTve, konkurenciis done.
sasaqonlo asortimentis gansazRvra Sedis merCendai-
zingis strategiaSi. am dros miiReba gadawyvetileba sasaqon-
lo asortimentSi Semaval jgufebsa da qvejgufebze. sawar-
mos saqmianobis efeqtianobisTvis didi mniSvneloba aqvs miz-
nobrivi bazris moTxovnis Sesabamisi asortimentis SerCevas,
radgan sawarmo konkurentebs, pirvel rigSi, sasaqonlo
asortimentiT upirispirdeba.
425
mniSvnelovania, agreTve, swori gadawyvetilebis miReba
momxmareblisTvis SeTavazebuli momsaxurebis kompleqsze,
kerZod, saqonlis SefuTvaze, dadgma-damontaJebaze, gadakeTe-
baze, Sin mitanaze da a.S. momsaxurebis saxeebis SerCeva da-
mokidebulia saqonlis xasiaTze. cxadia, saqonlis lamazad
da moxerxebulad SefuTva, saqonlis ukan dabrunebis proce-
sis gaadvileba, gamyidvelebis konsultaciebi saqonlis gamo-
yenebaze da a.S. xels uwyobs momxmarebelTa mozidvasa da Se-
narCunebas.
sacalo savaWro sawarmom aucileblad unda miiRos ga-
dawyvetileba maRaziaSi Seqmnil atmosferoze, romelic ma-
Raziis personalma unda Seusabamos miznobrivi momxmareblis
gemovnebas. saWiroa, ise ganlagdes maRaziaSi savaWro danad-
garebi da gamoifinos saqoneli, rom momxmarebelma SeZlos
Tavisuflad moZraoba da saqonlis daTvaliereba. maRaziis
personalma momxmareblis mimarT gamovlenili damokidebu-
lebiT xeli unda Seuwyos saqonlis gayidvis process da sa-
erTod sazogadoebaSi sawarmos Sesaxeb dadebiTi azris Camo-
yalibebas.
sacalo savaWro sawarmoebis muSaobis Sedegebi pirda-
pir ukavSirdeba fasebis sidides. Sesyidvaze pasuxismgebelma
muSakebma sacalo vaWrobis sawarmoebSi unda SeZlon saqon-
lis yidva da gayidva maTTvis momgebian pirobebSi. zogierT
saqonelze saWiro xdeba dabali, zogierTze ki ufro maRali
daricxvebis daweseba. amasTan dakavSirebiT Tu ramdenad
swor gadawyvetilebas miiReben sawarmos specialistebi, da-
mokidebulia maT kvalifikaciaze. amasTan, sacalo savaWro
sawarmos xelmZRvanelobam unda SeZlos Znelad sarealiza-
cio saqonlis Camofasebis Sesaxeb gadawyvetilebis droulad
miReba.
konkurenciul brZolaSi mniSvnelovan rols asrulebs
bazarze saqonlis win wawevis RonisZiebebis sworad SerCeva.
426
momxmarebelTa mozidvis da maRaziis imijis Sesaqmnelad sa-
calo vaWrobas SeuZlia bevri xerxis gamoyeneba. sareklamo
saSualebebi, gayidvis meTodebi, gasaRebis stimulirebis sa-
xeebi, sazogadoebasTan urTierTobis saSualebebi SeirCeva
miznobrivi bazris Taviseburebebis gaTvaliswinebiT.
klientebis mozidvasa da konkurentunarianobis uzrun-
velyofaSi did rols maRaziis adgilmdebareobis sworad
SerCeva asrulebs. xSirad swored maRaziis adgilmdebareoba-
zea damokidebuli misi warmateba an warumatebloba. obieq-
tis adgilmdebareobaze swori gadawyvetilebis miReba damo-
kidebulia iseT faqtorebze, rogorebicaa saqonlis saxe,
miznobrivi bazris xasiaTi, sawarmos finansuri SesaZleblo-
bebi, maRaziis misadgomoba.
16.4. sabiTumo vaWrobis arsi da funqciebi
saqonlis momxmareblamde gadaadgilebaSi aqtiur ro-

las asrulebs sabiTumo vaWroba. igi Suamavalia, upirveles
yovlisa, mwarmoebel da sacalo savaWro sawarmoebs Soris.
sabiTumo vaWrobis myidvelebia, agreTve, masobrivi kvebis sa-
warmoebi, samrewvelo sawarmoebi, saxelmwifo dawesebulebe-
bi, saimporto organizaciebi. sabiTumo sawarmoebi saqonels,
ZiriTadad, yiduloben msxvili partiobiT Semdgomi gayidvis
mizniT. misi meSveobiT xorcieldeba rogorc samomxmareblo,
ise sawarmoo daniSnulebis saqonlis gadaadgileba qveynis
teritoriaze, riTac sabiTumo vaWroba mniSvnelovan rols
asrulebs regionuli bazrebis formirebaSi.
sabiTumo vaWrobis aucileblobas ganapirobebs mTeli
rigi mizezebi, kerZod:
1) mcire da saSualo biznesis sawarmoebs fi-
nansuri resursebis arasakmarisi odenobis gamo ar
SeuZliaT pirdapiri kavSiris damyareba momxmareb-
427
lebTan da saWiroeben sabiTumo vaWrobis momsaxure-
bas;
2) finansuri resursebis sakmarisi odenobiT
arsebobis pirobebSic ki mwarmoeblebisTvis xSir
SermTxvevaSi ufro momgebiani warmoebis gafarToe-
baa da ara sabiTumo qselis organizacia;
3) mravalricxovan mwarmoeblebTan kavSiris
damyarebas sacalo savaWro sawarmoebs xSirad ur-
CevniaT saqonlis erTi mebiTume vaWrisgan Sesyidva;
4) saqonlis realizaciaSi daspecialebul sabi-
Tumo sawarmoebs mwarmoeblebTan SedarebiT ufro
mokle droSi da naklebi danaxarjebiT SeuZliaT
saqonlis gadaadgileba momxmareblebisken;
5) saqonlis mwarmoebeli sawarmoebi, ZiriTadad,
ganlagebulia momxmareblebisgan moSorebiT, ris ga-
moc isini sabiTumo savaWro sawarmoebis momsaxure-
bas saWiroeben.
sabiTumo vaWroba sacalo vaWrobisgan gansxvavebiT nak-
leb yuradRebas uTmobs momxmarebelTa stimulirebas, vinai-
dan maTi momxmareblebi arian profesionalebi da mosaxleo-
bis farTo fenebisgan gansxvavebiT naklebad eqvemdebarebian
fsiqologiur zewolas. sabiTumo savaWro sawarmoTa momsa-
xurebis areali bevrad ufro farToa sacalo savaWro sa-
warmoebis momsaxurebis arealze. sabiTumo garigebebis mocu-
lobac aRemateba sacalo garigebebis moculobas.
sabiTumo vaWroba, rogorc wesi, orientirebulia sa-
qonlis Sesyidvasa da gasaRebaze.
saqonlis Sesyidvaze orientirebuli sabiTumo sawarmo-
ebi mravalricxovani wvrili mewarmisgan, magaliTad, sasof-
lo-sameurneo produqtebis mwarmoeblebisgan mcire partio-
biT yiduloben saqonels, ZiriTadad, nedleuls. am SemTxve-
vaSi sabiTumo sawarmoebs ar uWirT produqciis gasaReba, vi-
428
naidan mWidro kontaqti aqvT gadamamuSaveblebTan, an kidev
produqts gasasaReblad gadascemen saqonelmoZraobis sxva
donis arxs. yvela SemTxvevaSi, roca ama Tu im saxis saqo-
nels awarmoebs mravalricxovani wvrili mwarmoebeli, ufro
efeqtiania saqonlis realizacia mebiTume-Semsyidvelis gamo-
yenebiT.
gasaRebaze orientirebuli sabiTumo vaWroba ar ugule-
belyofs saqonlis Sesyidvis problemebs, radgan maszea bev-
rad damokidebuli gayidvis efeqtianoba, Tumca misTvis mTa-
vari saqonlis gasaRebaa. am miznis misaRwevad is sistematu-
rad zrunavs gasaRebis arsebuli arxebis SenarCunebasa da
axali arxebis gamoZebnaze.
sabiTumo vaWrobis ZiriTadi funqcia gamomdinareobs
vaWrobis dargis ZiriTadi funqciebidan da gamoixateba sa-
qonlis momxmareblisken gadaadgilebaSi. am dros sabiTumo
vaWroba aqtiur zemoqmedebas axdens warmoebasa da momxma-
rebelze, moTxovnis Camoyalibebaze.
ZiriTadi funqciis Sesruleba uzrunvelyofilia Semde-
gi qvefunqciebis SesrulebiT:
1) saqonlis Sesyidva da momxmareblisTvis aucile-
beli savaWro asortimentis Seqmna. amiT klien-
ti Tavisufldeba zedmeti wvalebisa da xarje-
bisgan;
2) transportireba;
3) saqonlis Senaxva. sabiTumo sawarmoebis sawyo-
bebSi saqonlis SenaxviT xarjebisgan Tavisuf-
ldebian momwodeblebi da myidvelebi;
4) saqonlis msxvili partiebis danawileba mcire
partiebad, rac uadvilebs klientebs mis yidvas;
5) gasaReba;
6) klientebisa da momwodeblebis dafinanseba. sabi-
Tumo sawarmoebi, erTi mxriv, klientebs aZleven
429
kredits, meore mxriv ki momwodeblebs saqon-
lis miwodebaze SekveTas, romelic droulad
anazRaurdeba;
7) bazarze mimdinare movlenebsa da procesebze in-
formaciis Segroveba da gadacema klientebisa da
momwodeblebisTvis;
8) sacalo savaWro sawarmoebis sakonsultacio
momsaxureba.
sabiTumo savaWro sawarmoebi erTdroulad SeiZleba as-
rulebdnen yvela, erT an ramdenime funqcias, rac gansaz-
Rvravs maT tips.
16.5. sabiTumo sawarmoebis organizaciuli formebi
sabiTumo vaWrobas axorcielebs mravali subieqti, rom-

lebic TavianTi ZiriTadi saqmianobis da saqonelze sakuTre-
bis uflebis mixedviT SeiZleba daiyos 3 jgufad:
1) produqciis mwarmoeblebi;
2) damoukidebeli sabiTumo sawarmoebi da organi-
zaciebi;
3) agentebi da brokerebi(anu biTumad kerZo movaW-
reebi).
produqciis mwarmoeblebi sabiTumo funqciebs asrule-
ben am mizniT specialurad Seqmnili gasaRebis
qvedanayofebis meSveobiT. calkeul SemTxvevaSi gamoiyeneba
gasaRebis regionuli filialebi, zogjer ki mwarmoebeli sa-
warmoebi Tavisi produqciisTvis sawyobebs qmnian momxmare-
bel sawarmoebsa da organizaciebTan. saqonlis realizacia
Suamavlebis gamoyenebis gareSe dReisTvis farTodaa gavrce-
lebuli rogorc sawarmoo daniSnulebis, ise samomxmareblo
saqonlis mwarmoebel dargebSi. mwarmoeblebsa da momxmareb-
lebs Soris SeiZleba damyardes rogorc moklevadiani (erT
430
wlamde), ise grZelvadiani pirdapiri kavSiri. Tanamedrove
pirobebSi, roca swrafad icvleba saqonlis asortimenti,
xelsayrelia moklevadiani kavSirebi mwarmoeblebsa da myid-
velebs Soris, magram xSirad ufro mizanSewonilia grZelva-
diani saxelSekrulebo kontaqtebi, gansakuTrebiT ki maSin,
roca saqme exeba sawarmoo daniSnulebis saqonels. pirdapiri
grZelvadiani kavSirebis pirobebSi mxareebi Tavisufldebian
xelSekrulebis yovelwliurad Sedgenisa da gaformebisgan,
magram uwevT saqonlis asortimentis da miwodebis vadebis
periodulad dazusteba.
damoukidebel sabiTumo savaWro sawarmoebsa da organi-
zaciebs sxvadasxva qveyanaSi aqvT sxvadasxva saxeli: sabiTu-
mo firmebi, sabiTumo bazebi, saSuamavlo kompaniebi, mebiTume
distributorebi, joberebi, mommaragebeli saxlebi da sxva,
magram maTi arsi erTia. isini Suamavlebia mwarmoebel sawar-
moebsa da mravalricxovan momxmareblebs Soris. sabiTumo
vaWrobis myidvelebi saqonels yiduloben Semdgomi gayidvis
mizniT. amasTan, sabiTumo sawarmoebi da organizaciebi saqo-
nels yidian, agreTve, mis uSualo momxmareblebze. am Sem-
TxvevaSi saqme exeba sawarmoo daniSnulebis saqonels. Sua-
mavlis rolis Sesrulebis SesaZleblobas sabiTumo sawarmo-
ebsa da organizaciebs aZlevs sasawyobo Senoba-nagebobebi,
maTSi gamoyenebuli teqnologiuri mowyobilobebi, amwe-sat-
ransporto saSualebebi. isini SeiZleba iyos rogorc sakuTa-
ri, ise ijariT aRebuli.
damoukidebeli sabiTumo sawarmoebi da organizaciebi
momxmareblebisTvis aRmoCenili momsaxurebis donis mixedviT
aris ori saxis: sruli da arasruli, an SezRuduli sabiTu-
mo momsaxurebis.
sruli momsaxurebis sabiTumo sawarmoebi da organiza-
ciebi srulad asruleben sabiTumo vaWrobis funqciebs, ker-
Zod, uzrunvelyofen saqonlis momxmareblebisTvis miwodebas,
431
qmnian da inaxaven gansazRvruli asortimentis saqonlis ma-
rags, aZleven klientebs kreditebs, awvdian maT sxvadasxva
saxis informacias da uweven konsultaciebs, riTac exmarebi-
an saqonlis realizaciis procesis marTvaSi. sruli momsa-
xurebis sabiTumo sawarmoebi arsebobs biTumad movaWre fir-
mebis (sabiTumo firmebi) da sawarmoo daniSnulebis saqon-
lis distributorebis saxiT. sruli momsaxurebis sabiTumo
sawarmoebs xSirad dargobriv distributorebsac uwodeben.
isini vaWroben CarxebiT, teqnikuri momsaxurebisTvis saWiro
masalebiT, damxmare mowyobilobebiT. sabiTumo firmebi saqo-
nels, ZiriTadad, yidian sacalo savaWro sawarmoebze, dis-
tributoruli firmebi ki upiratesad mwarmoeblebze. sruli
momsaxurebis sabiTumo firmebi erTmaneTisgan, ZiriTadad, sa-
qonlis asortimentiT gansxvavdeba. praqtikaSi gvxvdeba Sere-
uli da SezRuduli asortimentiT movaWre sabiTumo firme-
bi. Sereuli asortimentiT biTumad movaWre firmebi saqon-
liT amarageben Sereuli asortimentiT movaWre sacalo sa-
vaWro sawarmoebs, agreTve, viwrospecializebul sacalo vaW-
robas. SezRuduli asortimentiT movaWre sabiTumo sawarmo-
ebi, rogorc wesi, vaWroben erTi an ori asortimentuli
jgufiT, romelSic siRrmiseulad aris warmodgenili masSi
Semavali saqonlis saxeebi da saxesxvaobebi. aseTia, magali-
Tad, wamlebiT movaWre sabiTumo firmebi. arsebobs, agreTve,
viwrospecializebuli sabiTumo firmebi, romlebic yidian
mxolod ama Tu im saqonlis asortimentul jgufSi Semavali
saqonlis nawils. aseT firmebs miekuTvneba, magaliTad, sam-
kurnalo kvebis produqtebiT movaWre sabiTumo sawarmoebi
.
msoflioSi gavrcelebulia arasruli momsaxurebis bi-
Tumad movaWre sawarmoebis Semdegi ZiriTadi saxeebi:
1) naRd angariSze saqonlis biTumad movaWre sa-
warmoebi “gadaixade da waiRe” tipis. isini as-
432
ruleben bevr sabiTumo funqcias da emsaxurebi-
an mcire zomis maRaziebs, romelTac TviTon mi-
aqvT saqoneli savaWro qselSi. am tipis sabiTu-
mo sawarmoebi ar afinanseben sacalo vaWrobas.
isini gavrcelebulia, magaliTad, did britaneT-
Si;
2) biTumad movaWre komivoiaJorebi, e.w. manqanis
joberebi. isini yidian malfuWebad saqonels
(puri, tkbileuli), romelic TviTon miaqvT sa-
vaWro qselSi, kerZod, supermarketSi, masobrivi
kvebis obieqtebSi, mcire zomis sasursaTo maRa-
ziebSi;
3) mebiTume organizatorebi. isini Suamavlis rol-
Si gamodian mwarmoebelsa da myidvels Soris
dargebSi, romlebSic inergeba vaWroba taris ga-
reSe. mebiTume organizatorebs ara aqvT saqon-
lis maragi. isini verc ki xedaven xSirad am sa-
qonels. aseTi wesiT xdeba, magaliTad, xe-tyis,
qvanaxSiris realizacia. mebiTume-organizatori
myidvelebisgan SekveTebis miRebisTanave eZebs
mwarmoeblebs, romlebic saqonels gaugzavnian
uSualod myidvelebs miwodebis gansazRvruli
pirobebiT. mTeli pasuxismgebloba SekveTis mi-
Rebis momentidan tvirTis miwodebamde ekisreba
mebiTume-organizators;
4) mebiTume-konsignantebi. am SemTxvevaSi kvebis
produqtebiT movaWre sacalo-savaWro obieqtebi
maragdeba arasasursaTo saqonliT, kerZod, wam-
lebiT, saTamaSoebiT, wignebiT da a.S. mebiTume-
konsignantebis mier. saqoneli gayidvamde mebiTu-
me-konsignantis sakuTrebaa. maT sakuTari xarje-
biT SeaqvT saqoneli savaWro qselSi, amontaJe-
433
ben stelaJebs saqonlis dasawyobad, aweseben
masze fasebs da gayidvis SemTxvevaSi awarmoeben
angariSsworebas savaWro obieqtis xelmZRvane-
lobasTan. Tavisi saqonlis gayidvis interesebi-
dan gamomdinare mebiTume konsignantebi afinanse-
ben xolme savaWro obieqtebs;
5) soflis meurneobis produqtebis mwarmoebeli
da gamsaRebeli kooperativebi. isini produqtebs
yidian adgilobriv bazrebze da miRebul Semosa-
vals wlis bolos anawileben kooperativis wev-
rebs Soris.
6) saqonlis fostis meSveobiT gamyidveli sawarmo-
ebi anu amanaTebiT biTumad movaWreni. isini kli-
entebs ugzavnian katalogebs, romlis safuZvel-
zec maTgan iReben SekveTebs fostiT an telefo-
niT. SekveTili saqoneli myidvelebs fostiT,
satvirTo avtomobiliT da sxva saxis tran-
sportiT egzavnebaT. am wesiT iyideba saiuveli-
ro saqoneli, kosmetikuri nawarmi, galanterea,
sportuli saqoneli da sxva.
brokerebi da agentebi damoukidebeli sabiTumo sawar-
moebisa da organizaciebisgan gansxvavebiT ar arian saqonlis
mesakuTreni. maTi mTavari funqcia Suamavlobaa myidvelebsa
da gamyidvelebs Soris. brokerebi da agentebi muSaoben sako-
misio gasamrjeloze. maTi daspecialeba xdeba saqonlis an
klientebis saxis mixedviT.
brokeris ZiriTadi amocana myidvelisa da gamyidvelis
Sexvedra da maTi molaparakebis uzrunvelyofaa. brokeri ar
monawileobs garigebaTa dafinansebaSi da Tavis Tavze ar
iRebs pasuxismgeblobas molaparakebis Sedegebze. brokers ga-
samrjelos uxdis is, vinc daiqirava. rogorc wesi, konkre-
tul SemTxvevaSi brokeri gamoxatavs an myidvelis an gamyid-
434
velis da araviTar SemTxvevaSi orive mxaris interesebs.
brokerebs, romlebic erTmaneTTan akavSireben adgilobriv me-
warmeebsa da sazRvargareTel myidvelebs, uwodeben saeqspor-
to brokerebs. brokerebi saqmianoben iseT sferoebSi, rom-
lebSic myidvelebi da gamyidvelebi mravalricxovani arian.
aseTi sferoebia, magaliTad, uZravi qonebiT vaWroba, dazRve-
va.
brokerisgan gansxvavebiT agenti myidveli an gamyidve-
lia bazarze xangrZlivi drois manZilze. ganasxvaveben saqon-
lis mwarmoeblis agents, gasaRebis sruluflebian agents,
saqonlis Semsyidvelis agents, sakomisio sawyisebze momuSave
agents.
yvelaze mravalricxovani arian mwarmoeblis agentebi.
isini erTdroulad urTierTSemavsebeli sasaqonlo jgufebis
warmomadgenlebia bazarze da dadebuli xelSekrulebis sa-
fuZvelze asaReben maT produqcias. am tipis agentebi mwar-
moeblebs uTanxmdebian fasze, saqmianobis teritoriebze, mi-
wodebis procesSi gasawevi momsaxurebis saxeebze, SekveTebis
marTvis proceduraze, sagarantio pirobebze, sakomisio ga-
samrjelos sidideze. mwarmoeblis agentebi, kargad icnoben
ra maT sasaqonlo asortiments da urTierToba aqvT ra mra-
valricxovan myidvelebTan, swrafad yidian saqonels. mwarmo-
eblis agentebis didi nawili wvrili savaWro sawarmoebia.
maT qiraoben rogorc wvrili mewarmeebi ise msxvili firme-
bi. wvril mewarmeebs SezRuduli finansuri resursebi ar
aZlevs saSualebas StatSi hyavdeT sakuTari gamyidvelebi da
iZulebulni arian isargeblon agentebis momsaxurebiT.
msxvil firmebs agentebi sWirdebaT axali bazrebis asaTvi-
seblad, agreTve, arsebul bazrebze ufro Rrmad SesaRwevad.
mwarmoeblis agentebis daxmarebiT iyideba, magaliTad, tan-
sacmeli, aveji, saojaxo saqoneli.
435
gasaRebis sruluflebian agentebs iyeneben is mwarmoeb-
lebi, romelTac ar surT saqonlis damoukideblad gasaReba,
ZiriTadad, gamoucdelobis gamo. maTi saqmianoba ar izRudeba
teritoriuli sazRvrebiT. gasaRebis sruluflebiani agente-
bi arsebiT gavlenas axdenen fasebis sidideze, gayidvis va-
debsa da pirobebze. aseTi agentebi pasuxismgebelni arian mo-
cemuli sawarmos marketingul saqmianobaze, sargebloben ra
misi struqturuli qvedanayofis uflebiT. gasaRebis sru-
luflebian agentebs iyeneben, magaliTad, qvanaxSiris, Sxam-qi-
mikatebis mwarmoebeli sawarmoebi.
Sesyidvis agentebi aformeben grZelvadian xelSekrule-
bebs Tavis myidvelebTan da yiduloben maTTvis saWiro saqo-
nels xelSekrulebis Sesabamisad. Sesyidvis agentebs saqon-
lis yidvis procesSi uwevT misi xarisxis Semowmeba, sawyo-
bebSi Senaxva da daniSnulebis adgilamde mitana. garda amisa,
isini TavianT myidvelebs awvdian mniSvnelovan informacias
bazris Sesaxeb.
mebiTume-komisioneri muSaobs moklevadiani SeTanxmebis
safuZvelze. is mwarmoeblisgan saqonels fizikurad iRebs
da yidis misTvis misaReb fasSi. fasi, rogorc wesi, aRemate-
ba mwarmoeblisTvis asanazRaurebeli fasis minimalur dones.
fasebSi sxvaoba mebiTume komisioneris Semosavalia. am wesiT
iyideba, ZiriTadad, sasoflo-sameurneo produqcia.
sabiTumo vaWrobis organizaciul formebs miekuTvneba,
agreTve, auqcionebi. saqoneli auqcionze iyideba rogorc
msxvili partiobiT, ise calobiT. gamyidvelis rolSi gamo-
dian an saqonlis mesakuTreni an Suamavlebi.
sabirJo vaWrobac mniSvnelovan rols asrulebs sabi-
Tumo vaWrobaSi. sasaqonlo birJebze garigebebs deben broke-
rebis daxmarebiT. saqoneli myidvels miewodeba dadebuli ga-
rigebebis Sesabamisad. bazris subieqtebs Soris sabiTumo
vaWroba xorcieldeba bazrobebzec.
436
16.6. sabiTumo vaWrobaSi miRebuli
marketinguli gadawyvetilebebi
mebiTume vaWrebi marketingul gadawyvetilebebs iReben

miznobriv bazarTan, marketingis kompleqsis elementebTan da
sawarmos adgilmdebareobasTan dakavSirebiT.
sabiTumo savaWro sawarmoebma aucileblad unda gansaz-
Rvron TavianTi miznobrivi bazari, radgan, ZiriTadad, Znelia
ramdenime biznes-momxmareblis erTdroulad momsaxureba.
miznobrivi bazari SeiZleba SeirCes sxvadasxva niSnis, maga-
liTad, sididis mixedviT. saWiroebis SemTxvevaSi sabiTumo
sawarmoebma uari unda Tqvan maTTvis naklebad momgebian biz-
nes-momxmareblebze da maTi SenarCunebis mizniT unda daamya-
ron ufro mWidro kontaqti SedarebiT momgebian klienteb-
Tan.
metad mniSvnelovania swori gadawyvetilebis miReba sa-
saqonlo asortimentze da biznes-momxmarebliTvis SesaTava-
zebeli momsaxurebis saxeebze. mebiTumeebi unda Seecadon,
rom sasaqonlo asortimenti maqsimalurad Seesabamebodes
biznes-momxmareblis moTxovnebs. amasTan, maT unda izrunon
ufro momgebiani sasaqonlo asortimentis Sesaqmnelad. mebi-
Tume vaWrebma biznes-momxmareblebs unda SesTavazon maTTvis
maqsimalurad xelsayreli momsaxurebis saxeebi.
mebiTumeTa efeqtianad muSaobis mniSvnelovani faqtori
sworad ganxorcielebuli faswarmoqmnis procesia. Sesyidvi-
sa da gayidvis fasebs Soris arsebulma sxvaobam aucileblad
unda dafaros sabiTumo savaWro sawarmos xarjebi da moita-
nos mogeba. amisTvis saWiroa saqonlis mwarmoeblisgan SeRa-
vaTian fasSi yidva, rac mas saqonlis aseve SeRavaTian fasSi
gayidvis saSualebas miscems. amiT gaizrdeba gayiduli saqon-
lis odenoba da miRebuli mogebis sidide.
437
mebiTume vaWarTa umetesoba nakleb yuradRebas uTmobs
bazarze saqonlis win wawevis RonisZiebebis gamoyenebas. am
mimarTulebiT ganxorcielebuli RonisZiebebi, ZiriTadad,
SemTxveviTi xasiaTisaa. aseTi midgoma arasworia. momxmareb-
lebisTvis informaciis miwodeba da imijis Seqmna mebiTume-
ebs iseve sWirdebaT rogorc mwarmoeblebs.
sabiTumo sawarmoebis efeqtianad funqcionirebisTvis
aucilebelia adgilis sworad SerCeva da misi Tanamedrove
mowyobilobebiT aRWurva. am mimarTulebiT miRebuli gadaw-
yvetilebebiT unda Semcirdes saqonlis gadaadgilebis da Se-
naxvis xarjebi biznes-momxmareblebis momsaxurebis maRali
xarisxis SenarCunebis pirobebSi.
XVI TavSi gamoyenebuli marketinguli terminebi
sacalo vaWroba
bazris koniunqtura
savaWro sawarmo
damoukidebeli savaWro sawarmo
korporaciuli qseli
momxmarebelTa kooperativi
frenSaizinguli organizacia
sacalo konglomerati
specializebuli maRazia
univermaRi
universami
yoveldRiuri moTxovnis saqonlis maRazia
farTo profilis universami
Semcirebuli fasebiT movaWre maRazia
maRazia sawyobi
katalogebiT movaWre maRazia
stacionaluri savaWro qseli
438
moZravi savaWro qseli
saamanaTo savaWro qseli
sabiTumo vaWroba
sabiTumo sawarmo
saqonlis Sesyidvaze orientirebuli sabiTumo vaWroba
gasaRebaze orientirebuli sabiTumo vaWroba
sruli momsaxurebis sabiTumo sawarmo
arasruli momsaxurebis sabiTumo sawarmo
naRd angariSze saqonlis biTumad movaWre sawarmo
biTumad movaWre komivoiaJori
mebiTume organizatori
brokeri
agenti
mwarmoeblis agenti
gasaRebis sruluflebiani agenti
saqonlis Semsyidvelis agenti
sakomisio sawyisebze momuSave agenti
439
reziume
saqonlis da momsaxurebis warmoebidan momxmareblisken

moZraobaSi mniSvnelovan rols sacalo da sabiTumo vaWroba
asrulebs. sacalo vaWrobis arsi gamoixateba saqonlis an
momsaxurebis mis uSualo momxmarebelze gayidvaSi.
sacalo vaWrobas axorcieleben mravalricxovani sawar-
moebi da organizaciebi, romelebsac ajgufeben sxvadasxva
niSnis mixedviT. sakuTrebis formis mixedviT gamoyofen sa-
calo vaWrobis sawarmoebis Semdeg saxeebs: damoukidebeli
savaWro sawarmo, korporaciuli qseli, sacalod movaWreTa
kooperativi, momxmarebelTa kooperativi, frenSaizinguli
organizacia, sacalo konglomerati. momxmareblisTvis SeTa-
vazebuli sasaqonlo asortimentis mixedviT, pirvel rigSi,
gamoyofen specializebul maRazias, univermaRs, universams,
yoveldRiuri moTxovnis saqonlis maRazias, farTo profi-
lis universams. savaWro momsaxurebis xasiaTis mixedviT ans-
xvaveben stacionalur, moZrav da saamanaTo savaWro qsels.
sacalod movaWreni saqonlis momxmareblamde dayvanis pro-
cesSi iReben rig marketingul gadawyvetilebebs, kerZod: ir-
Ceven miznobriv bazrebs, adgenen sasaqonlo asortiments da
momxmarebliTvis SeTavazebuli momsaxurebis kompleqss, awe-
seben fasebs, gansazRvraven momxmarebelze zemoqmedebis meTo-
debsa da xerxebs maT mier saqonlis yidvisken biZgis misace-
mad, gansazRvraven saqonlis adgilmdebareobis sakiTxs. swo-
rad miRebuli da gatarebuli marketinguli gadawyvetilebe-
bi aCqarebs saqonlis realizaciis process da uzrunvel-
yofs sawamos muSaobis efeqtianobas.
sabiTumo sawarmoebi Suamavlis rols asruleben, pir-
vel rigSi, mwarmoebel da sacalo savaWro sawarmoebs So-
ris. amasTan, maT saqoneli dayavT, agreTve, masobrivi kvebis
sawarmoebamde, saimporto organizaciebamde, samrewvelo sa-
440
warmoebamde, saxelmwifo dawesebulebebamde. maSasadame, sabi-
Tumo sawarmoebi Suamavlebia, erTi mxriv, mwarmoebel da me-
ore mxriv, saqonlis Semdgomi gayidvis mizniT an profesiu-
li moxmarebisTvis Semsyidvel sawarmoebs Soris.
biTumad vaWroben TviTon produqciis mwarmoeblebi, da-
moukidebeli sabiTumo sawarmoebi da organizaciebi, brokere-
bi da agentebi. damoukidebeli sabiTumo sawarmoebi aris
sruli da arasruli momsaxurebis. sruli momsaxurebis sabi-
Tumo sawarmoebi arsebobs biTumad movaWre firmebis da sa-
warmoo daniSnulebis saqonlis distributorebis saxiT.
arasruli momsaxurebis sabiTumo sawarmoebs miekuTvneba: sa-
qonlis naRd angariSze biTumad movaWre sawarmoebi, biTumad
movaWre komivoiaJorebi, mebiTume organizatorebi, mebiTume
konsignantebi, soflis meurneobis produqtebis mwarmoebeli
da gamsaRebeli kooperativebi, saqonlis fostis meSveobiT
gamyidveli sawarmoebi. brokerebisa da agentebis mTavari
funqciaa Suamdgomloba myidvelebsa da gamyidvelebs Soris.
isini sabiTumo sawarmoebisa da organizaciebisgan gansxvave-
biT ar arian saqonlis mesakuTreni. saqoneli biTumad iyide-
ba, agreTve, sabiTumo birJebze, auqcionebze, bazrobebze.
sabiTumo vaWrobaSi sacalo vaWrobis msgavsad miiReba
marketinguli gadawyvetilebebis mTeli kompleqsi, romelic
uzrunvelyofs maTi saqmianobis miznobrivi momxmareblebis
moTxovnilebebTan SesabamisobaSi moyvanas da amis Sesabamisad
momgebianad muSaobas bazarze.
441
Tavi 17. marketingi internetis epoqaSi
XVII Tavis swavlebis miznebi

1. kompiuteruli qselebis rolis daxasiaTeba mar-
ketingis ganviTarebaSi;
2. eleqtronuli vaWrobis xelsayrelobis axsna
rogorc sawarmoebis ise momxmareblebisTvis;
3. eleqtronuli vaWrobis oTxi formis daxasiaTe-
ba;
4. onlainuri marketingis ZiriTadi arxebis CamoT-
vla da maTi funqcionirebis meqanizmis axsna.
17.1. interneti da misi roli marketingis

ganviTarebaSi
globaluri kompiuteruli qseli-interneti im saxiT

dRes rom arsebobs, gasuli saukunis 90-iani wlebis dasaw-
yisSi Camoyalibda. misi winamorbedi ABPANET Seiqmna 60-ia-
ni wlebis bolo aSS-is Tavdacvis saministros erT-erTi
proeqtiT, romlis mizanic saxelmwifo samecniero-kvleviTi
institutebisa da samxedro obieqtebis erTian kompiuterul
qselSi gaerTianeba iyo. internetis ganviTarebis Semdeg
etapze Seqmnes aSS-is nacionaluri samecniero fondis qse-
li- NSFNFT, romelmac erTian qselSi gaaerTiana qveynis
samecniero centrebi. NSFNFT -is baza iyo xuTi supermarke-
ti. NSFNFT –is qseli swrafad ganviTarda da 1987 wlis-
Tvis Camoayalibes e.w. bekboni (qselis ZiriTadi nawili).
masSi Sedioda aSS-is sxvadasxva regionSi ganlagebuli 13
centri. centrebi erTmaneTs ukavSirdeboda maRalsiCqariani
xazebiT. ase Seiqmna interneti aSS-Si. amasTan erTad sxvadas-
xva qveyanaSi Camoyalibda nacionaluri kompiuteruli qsele-
442
bi, romlebmac daiwyes erTian msoflio kompiuterul qsel-
Si gaerTianeba. erTiani msoflio kompiuteruli qseliT
dRes sargebloben rogorc calkeuli adamianebi da saojaxo
meurneobebi, ise biznesis sxvadasxva dargis sawarmoebi da
organizaciebi. internetis gamomyeneblebi erTmaneTSi cvlian
informacias mTeli msoflios masStabiT. informaciis gac-
vla xdeba cifrobrivi monacemebis, teqstebis, grafikebis,
suraTebis, audio da video saxiT.
dReisTvis ganviTarebul qveynebSi biznesi praqtikulad
kompiuteruli qselebis daxmarebiT xorcieldeba. qselebi
erTmaneTTan akavSirebs, erTi mxriv, adamianebs uSualod sa-
warmoSi, meore mxriv ki sawarmoebs sawarmoebTan. amis Sesa-
bamisad arsebobs sxvadasxva saxis kompiuteruli qselebi,
kerZod, intraneti, eqstraneti da interneti.
intraneti Sida korporaciuli qselia, romelic sawar-
moSi momuSave adamianebs operatiul reJimSi akavSirebs
erTmaneTTan.
intranetis meSveobiT korporaciuli informacia xel-
misawvdomia sawarmoSi momuSave yvela adamianisTvis.
eqstraneti warmoadgens gare magram lokalur kompiu-
terul qsels, romelic konkretuli sawarmos qsels
mimwodeblebis, Suamavlebis da sxva saxis partniorebis
qselebTan akavSirebs.
eqstranetis meSveobiT organizaciebi erTmaneTs ukav-
Sirdebian Web-saitebis daxmarebiT. aseT Web-saitebze gan-
Tavsebulia ufro srulyofili informacia, vidre saerTo
sargeblobis saitebze.
interneti msxvili, yvelasTvis xelmisawvdomi kompiu-
teruli qselia, romelic aerTianebs mis gamomyeneblebs
mTeli msoflios masStabiT.
443
internetis meSveobiT moZraobs uzarmazari moculobis
informacia msoflios erTi kuTxidan meore kuTxisken. ami-
tom uwodeben mas xSirad sainformacio magistrals.
internetis swrafi ganviTareba dakavSirebulia tim
berneslis (Tim Berneslee) saxelTan. man Seqmna msoflio ab-
labuda, romelic specializebuli programuli uzrunvelyo-
fis, egreTwodebuli Web-brauzerebis, Seqmnis Semdeg xelmi-
sawvdomi gaxda milionobiT momxmareblisTvis.
internetis meSveobiT dRes SesaZlebelia sazogadoebis-
Tvis mravalferovani informaciis miwodeba. amitom iyeneben
marketologebi mas miznobriv bazarTan dasakavSireblad. mo-
saxleobis sakmaod didi nawili ganviTarebul qveynebSi saWi-
ro produqtebs internetis meSveobiT yidulobs, nawili ki
mas iyenebs informaciis moZiebis da yidvaze gadawyvetilebis
miRebis procesSi.
internetis gamomyenebelTa ricxvi Tanamedrove msof-
lioSi didi ar aris. is mTeli msoflios mosaxleobis
17.2%-s Seadgens (ix.cxrili 17.1.) da Tanac
cxrili 17.1.
internetis gavrceleba msoflioSi 2007 wels (ivnisis
mdgomareobiT)
gamomyenebelTa raodeno- gavrceleba(%-ad
ba mTel mosaxleobas-
(aTasi kaci) Tan)
afrika 33421.8 3.6
azia 409421.1 11.0
Crd. amerika 30987.3 69.0
samxreT .amerika 102304.8 18.4
amerika sul 333292.1 37.4
avstralia/okeaneTi 18756.4 54.4
axlo aRmosavleT evropa 19424.7 10.0
evropa 319092 39.4
mTeli msoflio 1133408.3 17.2
444
wyaro:LInternet world states
(www.internetworldstates.com)
mkveTrad gansxvavdeba kontinentebis mixedviT. yvelaze daba-
li maCvenebelia afrikaSi. afrikis mosaxleobis mxolod
3.6% iyenebs dRes internets. mcirea internetis gamomyene-
belTa raodenoba aziaSic-10.7%.
yvelaze maRali maCvenebeli CrdiloeT amerikas aqvs –
69.0%. Tumca mTlianobaSi amerikaSi internetis gamomyene-
belTa raodenoba 37.4%-s ar aRemateba. maSasadame, Tanamed-
rove msoflioSi internetis gamomyenebelTa raodenoba regi-
onebis mixedviT mkveTrad gansxvavebulia, rac mkafiod aris
gamosaxuli diagramaze (ix. nax. 17.1.).
nax. 17.1. internetis gavrceleba msoflioSi regionebis
mixedviT
17%
o
eT ri li
4%
f
ka
o
ms
10%
f
i
el
a
i
mT
11%
vl
ia
sa
o rik az
18%
mo
aR
a
o
39%
l
e
ax
m
pa
.a
T
54%
a
r
l
e v
i
ik eT
69%
a n
.a oke
a
/
r
Cr ia
0% 10% 20% 30% 40% 50% 60% 70% 80%

me
al
d
r
st
av
wyaro:Penetration rate (% population)

copyrigjt © 2007 , www.internetworldstates.com.
internetis gamomyenebelTa ricxvi Zalian swrafad iz-
rdeba. aSS-Si 1994 wels internetiT sargeblobda mxolod
445
milioni adamiani (ix.cxr.17.2.), 2007 wlisTvis es
maCvenebeli 208 907 282 adamianamde
cxrili 17.2.
interneti evrokavSiris qveynebSi 2003-2007ww.
internetis gamomyene-belTa
2003 weli 2007weli
gamomyenebelTa ra-
Ggavrcele-bulia
raod. aTasi kaci

Ggamomyene-belTa
2003-2007wlebi
(%-ad mTel mo-
(%-ad mTel mo-

gavrcele-bulia
od. aTasi kaci
#
zrda (%)
sax.)
sax.)
1 avstria 3340.0 41.6 4650.0 56.6 139.2
2 belgia 3769.1 36.4 5100.0 48.5 135.3
3 bulgareTi ----- ------ 2200.0 28.7 ---
4 germania 44842.8 54.3 50471.2 62.2 112.6
5 dania 3375.9 62.5 3762.5 69.2 111.5
6 didi britaneTi 34765.8 58.8 37600.0 62.3 108.2
7 estoneTi 440.0 35.9 690.0 51.8 156.8
8 espaneTi 13600.5 32.5 19762.0 43.9 145.3
9 irlandia 1319.6 32.8 2060.0 50.2 156.1
10 italia 19900.0 35.4 30763.0 51.7 154.6
11 kviprosi 210.0 22.1 326.0 33.6 155.2
12 Llatvia 310.0 13.7 1030.0 45.2 232.3
13 litva 500.0 14.3 1212.7 35.9 242,5
14 luqsemburgi 165.0 36 315.0 68 190.9
15 malta 82.9 21.6 127.2 30.0 153.4
16 niderlandebi 10806.3 66 12060 73.3 111.6
17 portugalia 2000,0 19,2 7782,8 73,8 389.1
18 rumineTi ----- ----- 4940.0 23.4 ----
19 saberZneTi 1704.9 37.3 3800.0 50.3 223.0
20 safrangeTi 22199.0 50.7 30837.6 62.3 138.9
21 slovakia 862.8 16.4 2500.0 46.5 289.7
22 slovenia 750.0 38.4 1090.0 55.5 145.3
23 ungreTi 1600.0 15.8 3050.0 30.4 190.6
24 fineTi 2650.0 50.7 3286.0 62.3 124
25 Svecia 6913.7 76.9 6890.0 75.6 99.7
26 CexeTis 2600.0 25.3 5100.0 50.0 196.2
446
respublika
27 mTeli evrokav-
184252.3 40.6 314792.2 38.9 170.8
Siri 2007w
wyaro: Internet world states (www.internetworldstates.com)
gaizarda, rac internetis qariSxaliviT ganviTarebaze met-
yvelebs. dReisTvis internetSi CarTulia aSS-is mosaxleo-
bis 69,2%.
internetis gamomyenebelTa ricxvi didia kanadaSic.
2007 wlisTvis internetiT sargeblobda 22000000 kanade-
li, anu mTeli mosaxleobis 67.8% swrafad izrdeba inter-
netis gamomyenebelTa raodenoba evropaSic. 2003-2007 wleb-
Si evrokavSirSi internetis gamomyenebli 184252.3 aTasi ka-
cidan 314792.2 aTas kacamde, anu 170.8% - iT gaizarda.
zrda, ZiriTadad, evrokavSirSi axlad Sesul qveynebze modi-
oda. saerTod internetis gamoyenebis done evrokavSirSi Se-
mavali qveynebis mixedviT mkveTrad gansxvavdeba. 2007 wli-
sTvis internetis gavrcelebis done yvelaze maRali Svecias
(75.6%), portugalias (73.8) da niderlandebs (73.3%) hqon-
da.
internetis gamomyenebelTa raodenoba bevrad ufro

naklebia evrokavSiris axal wevr qveynebSi. 2007 wlis-
Tvis bulgareTSi internetiT sargeblobda mosaxleobis
28.7%, rumineTSi 23.4%, ungreTSi 30.4%. dabalia in-
ternetis gamoyenebis done evrokavSiris kandidat qvey-
nebSi. makedoniaSi internets iyenebs mosaxleobis mxo-
lod 19.1%, TurqeTSi 21,1, xolo xorvatiaSi 32.9%. Zalian
dabalia internetis gavrcelebis done saqarTveloSi. 2007
wlisTvis internetiT sargeblobda 175600 adamiani, anu mo-
saxleobis 4%.
internets didi SesaZleblobebi aqvs imisTvis, rom
xeli Seuwyos biznesis da Sesabamisad marketingis ganviTare-
447
bas. amis safuZvels internetis mier Sesrulebuli funqcie-
bi warmoadgens. internetis funqciebs miekuTvneba
(ix.nax.17.2.):
1) komunikacia;
2) informacia;
3) garToba;
4) eleqtruli komercia.
komunikacia informacia garToba

eleqtronuli saZiebo onlainuri
fosta sistemebi TamaSebi
wamieri eleqtronuli radio

Setyobinebebi biblioTeka programebi
Cati axali ambebis telegadaceme

servisi bi
onlainuri (gancxa-
Setyobinebebi debebis musika
eleqtronuli
dafebi) eleqtronuli
wignebi
filmebi
eleqtronuli komercia
448
eleqtronuli garigebebi
eleqtronuli vitrinebi
bileTebis onlainuri
SekveTa
auqcionebi
garigebebi eqstranetisa
da kerZo birJebis
meSveobiT
nax. 17.2. internetis funqciebi
yoveli funqcia uSuald ukavSirdeba Tanamedrove mar-

ketings da xels uwyobs mis ganviTarebas.
komunikaciis funqcias asrulebs eleqtruli fosta,
wamieri Setyobinebebi, Cati da onlainuri Setyobinebebi.
eleqtruli fosta komunikaciis moxerxebuli saSuale-
baa, romliTac SeuZlia isargeblos rogorc saojaxo meur-
neobam, ise biznesis ama Tu im saxem. eleqtronul fostas
gaaCnia rigi upiratesobebi. is gamosayeneblad martivia; gada-
cemuli informacia swrafad aRwevs daniSnulebis obieqtam-
de; miRebuli informaciis wakiTxva SeiZleba maSin, roca da-
niSnulebis obieqtisTvis mosaxerxebelia; eleqtronul fos-
tas SeiZleba miebas sxva failebic.
eleqtronuli fostis mogvianebiT ganviTarebul vari-
ants wamieri Setyobinebebi warmoadgens. maTi meSveobiT Se-
saZlebelia informaciis gadacemisa da mimRebis realuri
drois reJimSi dakavSireba. Cveulebrivi Setyobinebebisgan
gansxvavebiT wamieri Setyobinebebi sul ramdenime winadade-
bisgan Sedgeba.
Catisa da onlainuri Setyobinebebis meSveobiT SesaZle-
belia informaciaTa urTierTgacvla adamianTa jgufebs So-
ris. Cati da onlainuri Setyobinebebi iRebs forumis saxes.
449
gagzavnil informacias Catis monawileni xedaven gancxadeba-
Ta dafaze. amiT yalibdeba onlainuri gaerTianeba, romelic
ganviTarebul qveynebSi xSirad did gavlenas axdens biznesis
ganviTarebaze.
internetis mniSvnelovani funqciaa informaciis miwo-
deba momxmareblisTvis. bevri adamiani da sawarmo internetSi
swored informaciis misaRebadaa CarTuli. arsebobs saZiebo
sistemebi, romelTa meSveobiTac SesaZlebelia sxvadasxva sa-
xis informaciis moZieba internetSi. informaciis did na-
wils momxmarebeli iRebs samTavrobo organizaciebis saite-
bidan. eleqtronuli biblioTekebidan SesaZlebelia saswav-
lo, meToduri da sxva saxis informaciis miReba.
Tanamedrove ekonomika adrindel, mwarmoebel kompanieb-
ze dafuZnebuli ekonomikisgan gansxvavebiT, emyareba sainfor-
macio bizness, romlis ganviTarebisTvis did SesaZleblobebs
swored interneti da sxva Tanamedrove teqnologiebi iZle-
va. sainformacio biznesis ganviTarebiT marketingis efeqtia-
ni gamoyenebis masStabebi farTovdeba. interneti kompaniebs
SesaZleblobas aZlevs Seagrovon da daniSnulebisamebr gamo-
iyenon informacia individualur da biznes-momxmareblebze,
saqmian partniorebze, kerZod, mimwodeblebsa da Suamavlebze.
internetiT SesaZlebelia sxvadasxva TematikiT, ker-
Zod, musikiT, sportiT da a.S. dainteresebuli adamianebis
garToba. garTobas emsaxureba onlainuri TamaSebi, radiop-
rogramebi, musika, telegadacemebi, eleqtronuli wignebi,
filmebi. garTobis mizniT internetSi ganTavsebulia rogorc
fasiani ise ufaso saitebi. garTobas ufasod afinanseben
firmebi, romlebic Web-saitebze TavianT reklamebs anTavse-
ben.
internetis ZiriTadi funqciaa eleqtronuli komercia,
romelic moicavs, eleqtronul garigebebs, eleqtronul
450
vitrinebs, bileTebis onlainur SekveTas, auqcionebs, garige-
bebs eqstranetis da kerZo birJebis qselis meSveobiT.
interneti aadvilebs sawarmoebisa da organizaciebis
kavSirs, garigebebis dadebas. onlainur reJimSi muSaoba aCqa-
rebs garigebebis dadebis process, amcirebs xarjebs, zrdis
sawarmoTa muSaobis efeqtianobas. individualuri momxmareb-
lebi internetis daxmarebiT yiduloben sxvadasxva saxis
produqtebs, sargebloben sabanko momsaxurebiT. onlainur
reJimSi tardeba auqcionebi, iyideba aviakompaniebis bileTebi.
internetis gamoyenebiT farTovdeba personalizaciisa
da kastomerizaciis procesi. personalizacia miwodebis mom-
xmareblebis saWiroebebTan SesabamisobaSi moyvanis procesis
gaaqtiurebiT gamoixateba. kastomerizacia gulisxmobs mom-
xmareblebisTvis SesaZleblobis micemas monawileoba miiRos
saqonlis damuSavebis (Seqmnis) procesSi. kastomerizaciis
pirobebSi kompaniebi Suamavlebs klientebidan saqonlis Sem-
qmnelad gadaaqceven. praqtikaSi kompaniaTa nawili upirate-
sobas personalizacias, nawili ki kastomerizacias aniWebs.
17.2 eleqtronuli biznesi, eleqtronuli vaWroba, eleq-

tronuli marketingi
eleqtronuli saSualebebiT, - intranetiT, eqstrane-

tiT, internetiT,- ganxorcielebul bizness eleqtronul
bizness uwodeben.
biznesis eleqtronuli saSualebebiT, pirvel rigSi,
internetiT ganxorcielebis pirobebSi Cqardeba biznes-opera-
ciebi, farTovdeba sawarmoTa moqmedebis areali, saboloo
jamSi ki izrdeba saqmianobis efeqtianoba. biznes-operaciebis
daCqarebas uzrunvelyofs kompaniaTa TanamSromlebis, kompa-
niebisa da momxmareblebis operatiul reJimSi dakavSireba.
451
sawarmoTa onlainur reJimSi muSaoba saSualebas aZ-
levs momxmareblebs saxlidan gausvlelad iyidon sxvadasxva
saxis saqoneli da isargeblon ama Tu im saxis momsaxurebiT.
ganviTarebul qveynebSi bevri banki onlainur reJimSi emsaxu-
reba momxmareblebs, onlainur reJimSi tardeba auqcionebi,
iyideba aviakompaniebis bileTebi. dReisTvis kompaniaTa nawi-
li Tavis saqmianobas TiTqmis mTlianad elqtronuli saSua-
lebebis gamoyenebiT axorcielebs. ase, magaliTad, amerikuli
kompania Microsoft praqtikulad mTel dokumentacias eleq-
tronul qselSi aformebs da ganaTavsebs da ara qaRaldze.
magram biznesSi eleqtronuli saSualebebis gamoyenebis
yvela idea ar aris warmatebuli. SeiZleba internet-kompani-
ebis warumateblobis Sesaxeb uamravi magaliTis moyvana Tana-
medrove biznesis msoflio praqtikidan. maT Soris yvelaze
metad gaxmaurda Kozmo.com – is, Furniture.com - is da
zogierTi sxva kompaniis warumatebeli saqmianobis SemTxvebe-
bi.
Kozmo.com-is kinofilmebis gaqiravebis samsaxuri mom-
xmarebels binaze emsaxureboda. magram filmebis binaze mita-
nis xarjebma gadaaWarba Semosavals. Furniture.com – avejis
onlainuri maRazia, xSirad iZulebuli iyo esargebla Zvi-
radRirebuli tviTebis gadamtani kompaniebis momsaxurebiT,
radgan msxvilgabaritiani avejis momxmarebelamde mitana yve-
la tvirTis gadamtan kompanias ar SeeZlo. amis gamo zogjer
gadazidvis xarjebi avejis Rirebulebas aRemateboda, rac
mTlianobaSi mkveTrad amcirebda kompaniis Semosavals.
eleqtronul bizness zogjer eleqtronul komercia-
sac uwodeben. Tumca, rogorc TeoriaSi ise praqtikaSi, xSi-
rad eleqtronuli komerciis cnebis qveS eleqtronul vaW-
robas gulisxmoben.
452
eleqtronuli vaWroba eleqtronuli saSualebebiT, Zi-
riTadad, internetiT, ganxorcielebuli yidva – gayidvis aq-
tebis erTobliobaa.
eleqtronuli biznesis cneba farToa eleqtronuli
vaWrobis cnebaze. eleqtronuli biznesi garda eleqtronuli
saSualebebiT yidva – gayidvis aqtebisa, moicavs, agreTve, in-
formaciis gacvlas rogorc kompaniis SigniT, ise kompaniasa
da momxmarebels Soris.
eleqtronuli vaWroba, rogorc amas marketingis ameri-
keli specialistebi aRniSnaven, ufro sabazro sivrcea, vid-
re fizikuri saxiT arsebuli savaWro wertilebi. gamyidve-
lebi eleqtronul bazrebs iyeneben TavianTi produqtis mom-
xmareblisTvis SesaTavazeblad. amasTan, momxmareblebi eleq-
tronuli bazrebidan iReben informacias saqonelsa da momsa-
xurebaze, SearCeven maT, aformeben SekveTas da axdenen anga-
risworebas onlanur reJimSi.
dReisTvis eleqtronuli biznesi da eleqtronuli vaW-
roba, ZiriTadad, arsebobs oTxi saxiT:
1) bi-Tu-bi (B2B, anu firma-firmas )-vaWroba biz-
nesproduqtebis bazarze;
2) bi-Tu-si (B2C, anu firma momxmarebels)-vaWroba
saboloo momxmareblis bazarze;
3) si-Tu-si (C2C, anu momxmarebeli momxmarebels)-
kerZo vaWroba momxmareblebs Soris;
4) si-Tu-bi (C2B, momxmarebeli firmas)- samomxma-
reblo vaWroba.
praqtikaSi eleqtronuli vaWroba zogjer wminda on-

lainur xasiaTs atarebs, zogjer ki Serwymulia tradiciu-
li vaWrobis meTodebTan. Zveli da axali ekonomikis arsebo-
bis pirobebSi es bunebrivi procesia. amis Sedegia is, rom
dRes arseboben tradiciuli momxmareblebi, kiber momxmareb-
453
lebi daa hibriduli momxmareblebi. tradiciuli momxmareb-
lebi produqtebs yiduloben uSualod maRaziaSi da ar iye-
neben qsels saqonlis sayidlad. kiber momxmareblebi pro-
duqtebs upiratesad internetis gamoyenebiT SeiZenen. hibri-
duli momxmareblebi sargebloben vaWrobis tradiciuli me-
TodebiTac da eleqtronuli kavSiris saSualebebiTac. amas-
Tan, SeiZleba iTqvas, rom ganviTarebuli qveynebis umetesoba-
Si momxmarebelTa didi nawili hibriduli momxmarebelia, e.i.
isini produqtebs yiduloben fizikuri saxiT arsebul maRa-
ziebSi, periodulad ki internetis momsaxurebiTac sargeb-
loben. rac Seexeba dabalganviTarebul qveynebs, maTi mosax-
leobis absoluturi umetesoba tradiciuli myidvelia, ro-
melic ar sargeblobs internetiT da arc aqvs realurad
amis SesaZlebloba.
eleqtronuli vaWrobis marketingul mxares, kerZod,
reklamas, produqtis bazarze win wawevas da gayidvas
internetis daxmarebiT, uwodeben eleqtronul marke-
tings.
eleqtronul marketings aqvs ori mxare. erTi mxriv,
kompaniebi informaciis gavrcelebis gziT yidian produqtebs,
meore mxriv, internetis meSveobiT eleqtronuli momwodeb-
lebisgan yiduloben maT.
kompaniebs Soris produqtis eleqtronuli saSualebe-
biT yidva – gayidvis procesSi yalibdeba eleqtronuli sa-
vaWro qseli, romelSic sakmaod bevri kompaniaa CarTuli
sxvadasxva qveynidan. ase, magaliTad, e- cement.com warmoad-
gens msxvil eleqtronul qsels, romlis meSveobiTac sxva-
dasxva qveynis kompaniebi erTmaneTTan vaWroben. msoflioSi
erT – erTi umsxvilesi savaWro qselebis mflobelia kompa-
nia GE Global eXchange Service (GXS). misi qselebis daxma-
rebiT erTmaneTTan kavSirs amyarebs da savaWro operaciebs
454
axorcielebs 58 qveynis asi aTasze meti kompania, maT Soris
giganti kompaniebi Daimlerchrysler da Kodak.
eleqtronuli vaWroba da eleqtronuli marketingi sa-
sargebloa rogorc myidvelis, ise gamyidvelisTvis mravali
mizezis gamo.
produqtis interntis meSvobiT yidvis dros mniSvne-
lovnad izogeba rogorc individualuri, ise biznes-momxma-
reblis dro, radgan maT ar uwevT maRaziamde misvla da sa-
cobebSi zogjer saaTobiT dgoma, rac Cveulebrivi movlenaa
didi qalaqebisTvis. dro izogeba saqonlis SerCevazec. myid-
velebi saqonlis Sedarebas da SerCevas eleqtronuli kata-
logebisa da Web-gverdebis daxmarebiT axdenen. amasTan,
eleqtronuli maRaziebi tradiciulisgan gansxvavebiT dRe–
RameSi Riaa 24 saaTi. myidveli saqonels akvirdeba imden
xans, ramden xansac surs. mas ar uwevs urTierToba gamyidve-
lebTan, rac zogjer garkveul uxerxulobasTan aris dakav-
Sirebuli.
eleqtronul maRaziebSi saqonlis arCevani tradiciul
maRaziebTan SedarebiT farToa, internet-maRaziebs ar sWir-
debaT adgili saqonlis gansaTavseblad.
internet-maRaziebSi saqonlis farTo arCevanTan erTad
momxmarebels sTavazoben, agreTve, didi moculobis informa-
cias internet-kompaniaze, saqonlis mwarmoebel kompaniaze,
TviTon saqonelze, konkurent sawarmoebze. informaciis mi-
wodeba xorcieldeba gacilebiT ufro moxerxebulad da ga-
sagebi formiT vidre amas gaakeTebda yvelaze ufro mcodne
konsultanti. iseTi internet-kompania, rogoricaa
Amazon.com, momxmareblebs sTavazobs saqonelTa CamonaT-
vals, TiToeuli saqonlis aRweras, eqspertTa gamoxmaure-
bebs da sxva saxis momsaxurebas.
455
momxmareblisTvis internetiT saqonlis yidva xelsay-
relia imis gamoc, rom Sesyidvis procesi xorcieldeba in-
teraqtiul reJimSi da wamierad.
internetiT saqonlis gayidvas bevri upiratesobebi mo-
aqvs gamyidvelebisTvisac. internetis gamoyenebiT myardeba
urTierTkavSiri gamyidvelebsa da myidvelebs Soris drois
realur reJimSi. gamyidveli iRebs informacias momxmarebel-
Ta moTxovnilebebze, maT saqonlis mimarT damokidebulebaze
da saerTod sawarmoze, pasuxobs momxmarebelTa SekiTxvebs.
am gziT miRebuli informaciis safuZvelze sawarmoebi saqon-
lis da momsaxurebis samomxmareblo Tvisebebs sul ufro me-
tad usadageben momxmarebelTa moTxovnebs, rac produqtis
realizaciis SesaZleblobebs afarToebs.
internetiT saqonlis gayidvisas sawarmoebi Tavisuf-
ldebian maRaziis Senaxvasa da funqcionirebasTan dakavSire-
buli xarjebisgan. amiT mcirdeba saqonlisa da momsaxurebis
fasi da Sesabamisad izrdeba momxmarebelTa raodenoba, rac
zrdis eleqtronuli marketingis efeqtianobas. eleqtronu-
li marketingis efeqtianobis amaRlebaSi did rols asru-
lebs bazris moTxovnebis Sesabamisad marketinguli progra-
mebis drois mcire da Tanac nebismier monakveTSi Casworebis
SesaZlebloba.
17.3. internet-vaWrobis ganviTarebis

ZiriTadi sferoebi
rogorc ukve aRiniSna, eleqtronuli vaWroba oTxi sa-

xisaa: samrewvelo daniSnulebis saqonliT vaWroba, sacalo
vaWroba, kerZo vaWroba, samomxmareblo vaWroba.
456
samrewvelo daniSnulebis saqonliT vaWroba sawarmoebs
Soris interaqtiul reJimSi Suamavlebis gareSe xorcielde-
ba (ix.nax.17.3.. ). am SemTxvevaSi interneti erTmaneTTan akav-
Sirebs profesional myidvelebsa da gamydvelebs warmomad-
genlebis meSveobiT. isini aformeben SekveTebs da uzrunvel-
yofen SekveTili produqtebis miwodebas.
sawarmo 1 sawarmo 2 sawarmo 3
nax. 17. 3. B2B – samrewvelo daniSnulebis saqonliT vaWro-

ba
samrewvelo daniSnulebis saqonlis internetis meSveo-

biT gayidvis moculoba sul ufro izrdeba. erT-erTi gamok-
vlevis mixedviT 2005 wels samrewvelo daniSnulebis saqon-
liT vaWrobis moculobam internetSi 4,3 trilion dolars
miaRwia da 2000 wlis analogiur maCvenebels 1,5-jer gadaa-
meta.
samrewvelo daniSnulebis saqonliT eleqtronuli vaW-
roba xorcieldeba eleqtronuli savaWro qselebis, auqcio-
nebis, birJebis, produqciis katalogebis, barteruli saite-
bis da sxva saSualebebis gamoyenebiT. momsaxurebis axali sa-
xeebis gamoyeneba uzrunvelyofs axali klientebis mozidvas
da arsebuli klientebis SenarCunebas.
eleqtronuli vaWrobis gansaxorcieleblad sawarmoe-
bi TavianTi Web-saitebis an Ria eleqtronuli qselebis
daxmarebiT informacias awvdian momxmareblebs produqtebsa
da Sesyidvaze. Ria eleqtronul qselSi erTmaneTs ukavSir-
debian myidvelebi da gamyidvelebi informaciis gacvlisa da
garigebaTa operatiulad gaformebis gziT. kerZo savaWro
457
qselebi erTmaneTTan akavSirebs erT konkretul gamyidvelsa
da mis eleqtronul myidvelebs.
kerZo savaWro qselis gaxsna SeuZlia nebismier sawar-
mos. kerZo savaWro qseli sxva dadebiT TvisebebTan erTad
uzrunvelyofs myidvelis mier saqonlis aRqmis procesis ga-
kontrolebas da daregulirebas, rac metad mniSnelovania
saqonlis realizaciis procesis dasaCqareblad.
specialistebis azriT, samrewvelo daniSnulebis saqon-
liT eleqtronul vaWrobaSi uaxloes momavalSi wamyvani
kvlav iqneba aSS. amasTan, dasavleT evropis qveynebSi eleq-
tronuli vaWrobis moculoba kidev ufro swrafad gaizrde-
ba (weliwadSi 91%-iT).
ganviTarebul qveynebSi B2B tipis eleqtronuli vaW-
robis obieqtia xangrZlivi moxmarebis sxvadasxva saqoneli.
Tumca, amerikeli specialistebis azriT, B2B tipis eleqto-
nul bazarze gasvlas cdiloben, agreTve, eqimebi, iuristebi
da auditorebi. amasTan, isini eZeben gzebs internetiT er-
TmaneTTan da sxva pirebTan operatiul reJimSi dasakavSireb-
lad.
ganviTarebul qveynebSi samrewvelo daniSnulebis saqon-
lis eleqtronul bazarze momuSave mowinave marketologebi
regularul myidvelebs sistematurad ekontaqtebian da cdi-
loben maTgan miRebuli informacia gamoiyenon axali momxma-
reblebis mosazidad da arsebuli momxmareblebis SesanarCu-
neblad maTTan urTierTobis gaumjobesebis gziT.
sul ufro da ufro izrdeba eleqtronuli sacalo
vaWrobis moculoba (ix.nax. 17.4.). ganviTarebul qveynebSi
momxmareblebi sul ufro metad yiduloben saqonelsa da
momsaxurebas eleqtronul bazrebze.
sawarmo
458
momxmareblebi
nax. 17.4. B2C – eleqtronuli sacalo vaWroba
B2C tipis eleqtronuli vaWrobis pirobebSi vaWrobs

TviTon sawarmo, romelic eleqtronuli qselis meSveobiT
ukavSirdeba sxvdasxva asakobrivi jgufis momxmareblebs, maT
Soris bavSvebs. marketingis amerikeli specialistebis az-
riT, “kiber bavSvebi” da mozardebi eleqtronuli kompaniebis
did nawils izidaven. ase, magaliTad, kompania America
Online –s aqvs portali Kids Only (“mxolod bavSvebis-
Tvis”). am portalze bavSvebs sTavazoben daxmarebas saSinao
davalebebis SesrulebaSi, agreTve, sxvdasxva TamaSebs, Jurna-
lebs, forumebs.
eleqtronuli sacalo vaWrobis momxmareblebs Soris
sakamod mniSvnelovania asakovani adamianebis raodenoba. isini
internets iyeneben seriozuli miznebisTvis, magaliTad, in-
vesticiebis dasabandeblad da ara gasarTobad sxva asakobri-
vi jgufebisgan gansxvavebiT.
internet-momxmareblebisTvis metad mniSvnelovania in-
formaciis saWiro moculobiT da droulad miwodeba. isini
arian aqtiurebi da TviTon irCeven produqts marketinguli
informaciis safuZvelze. aqtiuri internet-momxmareblebi
eleqtronul marketologebs kritikuli da perspeqtiuli
azrovnebisken ubiZgeben.
eleqtronuli katalogebi da saZiebeli gverdebi mom-
xmareblisTvis xelmisawvdoms xdis internetSi sxvadasxva
sawarmoebis mier ganTavsebul mravalferovan da mravalric-
459
xovan informacias. dReisTvis eleqtronuli gverdebis rao-
denoba internetSi, specialistTa azriT, miliards aWarbebs.
aseT pirobebSi, cxadia, marketinguli midgomebis sistematu-
rad srulyofa-ganviTarebaa saWiro. mxolod eleqtronuli
marketingis meTodebis sworad SerCeva saqonlis uSualod
daTvalierebis gareSe eleqtronul momxmarebels gadaaqcevs
eleqtronul myidvelad. veravin ver ifiqrebda sul ramde-
nime wlis win, rom adamiani briliantebs iyidida uSualod
Sexebisa da daTvalierebis gareSe. internetis epoqaSi es re-
aloba gaxda. Cooldiamonds.com Zvirfas briliantebs yidis
eleqtronuli marketingis daxmarebiT.
eleqtronul marketings produqciis gasayidad aqtiu-
rad iyeneben samomxmareblo produqtebis mwarmoebeli sawar-
moebic (ix. nax.17.5.). marketologebi sawarmos Web-saitebis
daxmarebiT mtkice kavSirurTierTobas amyareben momxmareb-
lebTan. aseTi midgomiT Cqardeba produqtebis realizacia,
mcirdeba xarjebi, izrdeba mogeba. mcire sididis sawarmoebs
eZlevaT SesaZlebloba Web-saitebis daxmarebiT gavidnen sa-
erTaSoriso bazrebze.
momxmarebeli
sawarmo1 sawarmo2 sawarmo3
nax.17.5. C2B samomxmareblo

sacalo eleqtronuli vaWroba
marketingis specialistebi cdiloben Web-saitebze ga-

naTavson srulfasovani informacia da saTanadod moemsaxu-
460
ron adamianebs maTi mudmiv momxmareblebad gadaqcevis miz-
niT. sxvadasxva kompania Web-saitebze sruliad gansxvavebul
momsaxurebas sTavazobs momxmareblebs. maT SeuZliaT kiTxve-
bi dausvan kompaniaTa xelmZRvanelobas maTTvis saintereso
sakiTxebze, gamoTqvan TavianTi Sexedulebebi kompaniaze, Ses-
Tavazon garkveuli rekomendaciebi. zogierTi kompaniis sai-
tebze gansxvavebulia werilebis Sablonebi, romelTac avse-
ben momxmareblebi da romlebic gadaecemaT klientebTan ur-
TierTobis menejerebs. swored momsaxurebis kulturazea da-
mokidebuli ganmeorebiT isurvebs Tu ara momxmarebeli sa-
warmos Web-saitis daTvalierebas da ama Tu im produqtis
yidvas. realur cxovrebaSi xSiria SemTxvevebi, roca momxma-
reblebi maT kiTxvebze pasuxebs dagvianebiT an saerTod ver
iReben.
eleqtronuli kerZo vaWroba momxmareblebs Soris gu-
lisxmobs internetis meSveobiT saqonlisa da informaciis
gacvlas saboloo momxmareblebs Soris.
eleqtronuli kerZo vaWrobis arxebiT myidvelebi er-
TmaneTSi yidian mrvalferovan saqonels (ix.nax. 17.6.). mar-
to 2006 wels eBay qselis meSveobiT gayiduli saqonlis
Rirebulebam 9 mlrd dolars gadaaWarba. am kompaniis sai-
tebze yovelTviurad or milionze meti eleqtronuli auq-
cioni tardeba ramdenime qveyanaSi, romelTa Soris, pirvel
rigSi, unda aRiniSnos iaponia, didi britaneTi da germania.
eleqtronul kerZo vaWrobaSi Sedis, agreTve, informaciis
urTierTgacvla forumebis da Tematuri konferenciebis Ca-
tarebiT. forums aqvs gancxadebaTa dafis, Catis, mimarTvis,
sareklamo gancxadebebis, katalogebis saxe. eleqtronuli
konferenciebi (axali ambebis jgufebi) warmoadgens forume-
bis internet versias. eleqtronuli konferenciebis raode-
noba aTobiT aTasia.
461
nax. 17.6. C2C eleqtronuli kerZo vaWroba
18.4 onlainuri marketingis arxebi
Tanamedrove onlainuri marketingis ZiriTadi arxebia:

1) sawarmos Web-saiti;
2) sxva sawarmoebis Web-saitebi;
3) onlainuri sazogadoebebi;
462
4) interaqtiuli marketingis sxva arxebi, kerZod,
qseluri jixurebi, swrafi baraTebi, virtualuri
kuponebi da nimuSebi.
onlainuri marketingis
arxebi
sawarmos sxva sawarmoTa onlainuri

Web--saitebi onlainuri marketingis
Web-
(gamoyenebuli
saitebi reklamis sazogadoeba sxva arxebi
gansaTavseblad)
nax. 17.7. onlainuri marketingis arxebi
praqtikaSi ganasxvaveben sawarmoTa Web-saitebis Semdeg

tipebs: korporaciuli Web-saiti, marketingis Web-saiti,
virtualuri vitrina da kibersavaWro centri.
korporaciu marketinguli
li Web- saiti Web- saiti
nax. 17.8. sawarmoTa Web-saitebis tipebi

korporaciuli Web-saitebis meSveobiT momxmarebels da
sxva dainteresebul pirebs miawvdian zogad infornacias sa-
warmosa da mis produqciaze, rom Seuqmnan sawarmos repu-
tacia maT TvalSi. korporaciuli Web--saitebi momxmareb-
lebs awvdian informacias sawarmos produqciaze, mis finan-
sur mdgomareobaze, personalze, dasaqmebis SesaZleblobebze,
agreTve, sxvadasxva saxis garTobebs. amasTan, am saitze mom-
463
xmareblebs aqvT SesaZlebloba miiRon pasuxi maTTvis sainte-
reso sakiTxebze da TviTonac gamoTqvan TavianTi mosazrebe-
bi. korporaciuli saitiT interaqtiuli komunikaciis gan-
xorcielebis iniciatoria momxmarebeli. korporaciuli
Web-saitis ZiriTadi mizani ar aris produqtis uSualod
gayidva, Tumca is swored amas emsaxureba. sawarmos produq-
tiT momxmarebelTa dainteresebiT, saboloo jamSi, produq-
tis gayidvis moculoba izrdeba.
marketinguli Web-saiti uzrunvelyofs dialogs mom-
xmareblebTan. interaqtiuli komunikaciis am arxis iniciato-
ria sawarmo, romelic Tavis Tavze iRebs momxmareblebTan
kavSiris damyarebis da maTTan urTierTobis iniciativas. ro-
gorc wesi, am saitze mocemulia produqciis katalogi,
tardeba sareklamo kampania, konkursebi.
virtualuri (eleqtronuli) vitrina aris onlainuri
maRazia, sadac damTvalierebels SeuZlia saqonlis daTvali-
ereba da SekveTis micema iseve, rogorc Cveulebriv maRazia-
Si. eleqtronul maRaziebs rigi upiratesobebi aqvT fiziku-
ri saxiT arsebul maRaziebTan SedarebiT, kerZod: isini dam-
TvaliereblebisTvis Riaa 24 saaTis ganmavlobaSi; Zalian
farToa momxmarebelTa momsaxurebis areali; sawarmoebs Se-
uZliaT saqonlis maragis Senaxva centralizebulad da myid-
velebisgan miRebuli SekveTebis Sesruleba operatiulad;
mcirdeba momxmarebelTa drois danaxarjebi saqonlis SeZena-
ze da a.S.
kibersavaWro centri virtualuri maRaziebis jgufia,
romelebic virtualuri momxmareblebisTvis muSaoben erTiani
struqturis saxiT. kibersavaWro centrSi, Cveulebrivi sa-
vaWro centrebis msgavsad, arsebobs nacionaluri masStabis
popularuli eleqtronuli maRazia, romlis asortimentic
ivseba am centrSi gaerTianebuli sxva eleqtronuli maRazie-
464
bis produqciiT. dReisTvis msoflios yvelaze msxvil kiber-
savaWro centrs AOL marTavs.
sxva sawarmoebis Web-saitebs onlainuri marketologebi
iyeneben TavianTi sabazro arealis gasafarToeblad reklamis
ganTavsebis gziT. arsebobs interaqtiuli reklamis ori saxe:
baneruli da mcuravi.
baneruli reklama warmoadgens patara Setyobinebas, ro-
melsac sawarmoebi ganaTavseben popularuli Web-saitebis
TvalSisacem adgilebze.
mcurav reklamas uwodeben fanjrebs, romlebic gamoCnde-
ba xolme sxvadasxva saitebze.
internet-sazogadoeba saitia, romelzec ikribebian saer-
To interesebiT gaerTianebuli internet-momxmareblebi maT-
Tvis saintereso sakiTxebze Sexedulebis gasaziareblad.
arsebobs internet-sazogadoebis Semdegi formebi: inter-
net-forumebi, axali ambebis jgufi, gancxadebaTa eleqtro-
nuli dafebi da Web- sazogadoeba.
internet-forumebi komerciul saitebze ganlagebuli
onlainuri sadiskusio jgufebia. momxmareblebi Sedian sis-
temaSi da monawileoben sxvadasxva sakiTxebis ganxilvaSi,
agzavnian TavianT Sexedulebebs, svamen kiTxvebs da TviTonac
iReben informacias forumis sxva monawileebisgan. forumebi
SeiZleba arsebobdes gancxadebaTa eleqtronuli dafebis sa-
xiT. forumebis daxmarebiT marketologebi xSirad informa-
cias cvlian momxmareblebTan.
axali ambebis jgufi forumebis arakomerciuli saxesxva-
obaa. am saitebze internetis momxmareblebi agzavnian TavianT
Setyobinebas ama Tu im konkretul Temaze, Semdeg ki kiTxu-
loben gamoxmaurebebs.
gancxadebaTa eleqtronuli dafa specializebuli onlai-
nuri samsaxuria, romlidanac SeiZleba miiRo informacia
konkretul Temaze.
465
internet-sazaogadoebebis raodenoba ukanasknel wlebSi
Zalian swrafad izrdeba. maT qmnian garTobiT, janmrTelobis
dacviT, sportiT, finansebiT da sxva sakiTxebiT dainterese-
buli adamianebi. internet- sazogadoebebiT calkeuli adamia-
nebis garda interesdebian, agreTve, sareklamo agentebic.
isini sxvadasxva saxis informacias awvdian qselSi CarTul
interent-sazogadoebis wevrebs.
interaqtiuli marketingis iseTi arxi, rogoricaa Web-
kioski, aris maRaziaSi dadgmuli patara kompiuteri, romlis
gamoyeneba ufasod SeuZliaT momxmareblebs sawarmosa da mis
produqciaze informaciis mosaZieblad. oficialurad, ganvi-
Tarebul qveynebSi Web-kioskebs uwodeben “qseluri mxarda-
WeriT saqonlis maRaziis meSveobiT gayidvas”. Web-kioskebis
daniSnulebaa ar gauSvan maRaziidan adamianebi saqonlis yid-
vis gareSe. isini gansakuTrebiT mniSvnelovania im momxmareb-
lebisTvis, romelTac internetis gamoyenebis sxva SesaZleb-
loba ara aqvT.
swrafi baraTebi plastikuri baraTebia, romlebSic Cad-
gmulia individualuri da finansuri informaciis matarebe-
li kompiuteruli Cipebi. saqonlis SesaZenad saWiroa aseTi
baraTebi Caidgas specialur skanerSi an damTvlel mowyobi-
lobaSi, romelic baraTidan moxsnis produqciis fasis tol
Tanxas. baraTebi periodulad unda “Seivsos” saCeko an Sem-
naxveli angariSidan fulis damatebiT. swrafi baraTebi gax-
da pirveli nabiji eleqtronuli valutis, eleqtronuli
anazRaurebis sistemis Seqmnis gzaze. isini Zalian popularu-
lia evropasa da aziaSi, amerikaSi ki misi gavrcelebis area-
li ar aris didi.
sul cota xnis win tradiciulma kompaniebma daiwyes
muSaoba onlainur reJimSi, SesTavazes ra momxmarebels vir-
tualuri kuponebi da onlainuri nimuSebi. virtualuri ku-
ponebis moZebna momxmarebels SeuZlia personaluri kompiu-
466
teris daxmarebiT. amisTvis saWiroa Sesabamis saitze gansaz-
Rvruli monacemebis, kerZod, biznesis dasaxelebis, misi gan-
lagebis adgilis, parolis Setana, Semdeg ki SeTavazebuli
kuponis kompiuterSi gadmowera.
onlainuri marketingis efeqtianobis uzrunvelyofaSi
did rols asrulebs saitis gaformebis done. saiti auci-
leblad unda iyos mimzidveli da garkveuli sargeblobis
momtani. amis gareSe momxmarebeli ar moindomebs saitis
ganmeorebiT daTvalierebas. erT-erTi gamokiTxvis Sedegma
uCvena, rom momxmarebelTa 2/3, romelsac ar moewona saiti,
aRarasodes ar daubrundeba mas, e.i. ar moisurvebs saitis
kidev erTxel daTvalierebas. saitis mimarT wayenebuli moT-
xovnebidan mniSvnelovania, agreTve, misi aqtualoba da mim-
zidveloba. amis gareSe eleqtronuli bazari ar Seiqmneba.
internet-kompaniebis zogierTi xelmZRvanelis azriT, warma-
tebisTvis aucilebelia tradiciuli reklamisa da araqselu-
ri marketinguli RonisZiebebis gamoyeneba.
mainc ra moTxovnebs unda akmayofilebdes saiti, rom
moewonos momxmarebels da dainteresdes misi xelmeored
daTvalierebiT?
erT-erTi amerikeli specialistis azriT, saits mimzid-
vels xdis Semdegi elementebi: konteqsti, kontenti, komiu-
niti, kastomizacia, komunikacia, kontaqti, komercia.
konteqsti moicavs saitis Seqmnasa da dizains. konten-
tSi Sedis saitis teqsti, grafika, gaxmovaneba da video sa-
itze. komiuniti, anu sazogadoeba gulisxmobs saitis unars
hqondes urTierToba gamomyeneblebTan. kastomerizacia saitis
unaria daeqvemdebaros sxvadasxva gamomyeneblis saWiroebebs.
kastomerizacia moicavs, agreTve, interfeisis personaliza-
ciis SesaZleblobas. komunikaciaSi igulisxmeba saitsa da
gamomyenebels Soris urTierTobis meTodebi. kontaqti gu-
467
lisxmobs saitis sxva saitebTan kavSirs. komercia saitze
savaWro operaciebis Catarebis SesaZleblobaa.
maSasadame, CamoTvlili elementebis WrilSi saitis Sem-
qmnelebma unda miiRon iseTi gadawyvetilebebi, rom uzrun-
velyon saitis mimzidveloba da misma gamoyenebam moitanos
saWiro Sedegi. amis miRweva SesaZlebelia maSin, roca saiti
gaformebulia saTanadod, moicavs saWiro informacias, aris
martivi da saintereso, moxerxebulia gamoyenebis procesSi.
saitis mimzidvelobis da efeqtianobis uzrunvelsayofad sa-
Wiroa misi perioduli Sefaseba eqspertebis mier.
XVII TavSi gamoyenebuli marketinguli terminebi
intraneti
eqstraneti
interneti
wamieri Setyobinebebi
Cati
onlainuri Setyobinebebi
personalizacia
kastomerizacia
sainformacio biznesi
eleqtronuli biznesi
eleqtronuli vaWroba
eleqtronuli marketingi
eleqtronuli vaWroba biznesproduqtebis bazarze
eleqtronuli vaWroba saboloo momxmareblis bazarze
eleqtronuli vaWroba momxmareblebs Soris
eleqtronuli samomxmareblo vaWroba
tradiciuli momxmarebeli
kiber momxmarebeli
hibriduli momxmarebeli
468
eleqtronuli savaWro qseli
internet- maRazia
sawarmos Web-saiti
onlainuri sazogadoeba
qseluri jixuri
swrafi baraTebi
virtualuri kuponebi
virtualuri nimuSebi
korporaciuli Web-saiti
marketinguli Web-saiti
virtualuri vitrina
kibersavaWro centri
baneruli reklama
internet- forumi
gancxadebaTa eleqtronuli dafa
Web-sazogadoeba
reziume
Tanamedrove pirobebSi sawrmoebi muSaobis procesSi

iyeneben cifrul informacias, romelic gadaicema eleqtro-
nuli qselebis, kerZod, intranetis, eqstranetis da interne-
tis meSveobiT.
interneti XXI saukunis revoluciuri teqnologiaa,
romelmac erTmaneTTan daakavSira sawarmoebi da adamianebi
mTeli msoflios masStabiT. sawarmoebis onlainur reJimSi
muSaobam SesaZlebloba misca momxmareblebs saxlidan gaus-
vlelad iyidon maTTvis saWiro saqoneli da isargeblon
sxvadasxva saxis momsaxurebiT. internetTan aris dakavSire-
buli eleqtronuli biznesis Camoyalibeba.
eleqtronuli biznesi moicavs kavSiris eleqtronuli
saSualebebiT ganxorcielebuli yidva-gayidvis aqtebis er-
469
Tobliobas da infromaciis gacvlas rogorc kompaniis Sig-
niT, ise kompaniasa da momxmareblebs Soris. eleqtronuli
biznesis cneba farToa eleqtronuli vaWrobis cnebaze. Tum-
ca praqtikaSi es ori cneba xSirad erTi da imave mniSvnelo-
biT ixmareba.
dRes eleqtronuli biznesi da eleqtronuli vaWroba,
ZiriTadad, arsebobs oTxi saxiT: samrewvelo daniSnulebis
saqonliT vaWroba, anu vaWroba biznesproduqtebis bazarze;
sacalo vaWroba, anu vaWroba saboloo momxmareblis bazar-
ze; kerZo vaWroba, anu vaWroba momxmareblebs Soris; samom-
xmareblo vaWroba.
eleqtronuli vaWroba eleqtronuli saSualebebiT,
pirvel rigSi, internetiT ganxorcielebuli yidva-gayidvaa.
eleqtronuli vaWrobis marketinguli mxare, kerZod, rekla-
ma, bazarze saqonlis win waweva da gayidva, aris eleqtro-
nuli marketingi.
eleqtronuli vaWroba, eleqtronuli marketingi, sasa-
rgebloa rogorc gamyidvelis, ise myidvelisTvis bevri mize-
zis gamo. am dros gamyidvelebi uSualo kavSirs amyareben
momxmareblebTan, rac uzrunvelyofs maT obieqturi informa-
ciiT momxmarebelTa moTxovnilebebze, saqonlis da sawarmos
mimarT momxmarebelTa damokidebulebaze. gamyidvelebs SesaZ-
lebloba eZlevaT upasuxon momxmarebelTa SekiTxvebs inter-
netis daxmarebiT. amasTan, isini Tavisufldebian maRaziis da
saqonlis SefuTvasTan dakavSirebuli xarjebisgan. eleqtro-
nuli vaWroba SesaZleblobas aZlevs individualur da biz-
nesmomxmareblebs dazogon dro saqonlis yidvaze, miiRon di-
di moculobis informacia internet-kompaniaze, saqonlis
mwarmoebel kompaniaze, TviTon saqonelze, konkurent sawar-
moebze.
eleqtronuli vaWroba dReisTvis yvelaze farTod sam-
rewvelo daniSnulebis saqonliT vaWrobaSi (B2B) gamoiyene-
470
ba. am saxis vaWroba xorcieldeba eleqtronuli savaWro
qselebis, auqcionebis, birJebis, produqciis katalogebis,
barteruli saitebis da sxva saSualebebis daxmarebiT. eleq-
tronuli sacalo vaWrobis pirobebSi (B2C) vaWrobs TviTon
sawarmo, romelic eleqtronuli qselis meSveobiT ukavSir-
deba momxmareblebs. eleqtronuli kerZo vaWroba (C2C) sa-
qonlisa da informaciis gacvlaa mravalferovan saboloo
momxmarebels Soris. samomxmareblo sacalo eleqtronuli
vaWrobis (C2B) daxmarebiT momxmareblebi TviTon Zebnian in-
ternetSi gamyidvelebs, ecnobian da yiduloben maT pro-
duqts.
internetSi samuSaod marketologebi iyeneben sawarmos
Web-saits, sxva sawarmoebis Web-saitebs, onlainur sazoga-
doebebs da interaqtiuli marketingis iseT arxebs, rogori-
caa qseluri jixurebi, swrafi baraTebi, virtualuri kupo-
nebi da nimuSebi. saqonlis internetis meSveobiT yidva-gayid-
visTvis unda Seiqmnas sakuTari saiti, romelmac aucileblad
unda daakmayofilos Tavisi gaformebiTa da SinaarsiT mom-
xmarebelTa moTxovnilebebi. amis gareSe saiti xels ver Se-
uwyobs saqonlis gayidvis procesis efeqtianobas.
471
Tavi 18. marketingi momsaxurebis da
arakomerciuli saqmianobis sferoebSi
XVIII Tavis swavlebis miznebi

1) momsaxurebis, rogorc specifikuri saqonlis, ganmar-
teba da misi Taviseburebebis daxasiaTeba;
2) momsaxurebis sferos sawarmoebSi gamoyenebuli stra-
tegiebis Camoyalibeba da maTi moqmedebis meqanizmis
axsna;
3) calkeuli pirebis mier marketingis gamoyenebis mize-
zebis daxasiaTeba;
4) adgilis marketingis ganmarteba da misi saxeebis daa-
xasiaTeba;
5) marketingis nebismieri saxis ideis marketingad war-
modgena.
18.1. momsaxurebis marketingis arsi

da Taviseburebebi
momsaxurebaSi igulisxmeba araxelSesaxebi saqmianoba da

sargebeli, romlebic erTma mxarem SeiZleba SesTavazos
meore mxares da romelTac ar mivyavarT raimes flo-
bisken.
momsaxureba zogjer ukavSirdeba Ffizikuri saxiT ar-
sebuli saqonlis gamoyenebas zogjer ki ara. magram orive
SemTxvevaSi momsaxureba sasargebloa rogorc saqmianobis
gansazRvruli saxe da ara rogorc raime nivTi.
anabari bankSi, ama Tu im saxis transportiT mgzavroba,
Teatralur warmodgenaze, koncertze, sportul Sejibrebaze
daswreba, eqimis an advokatis konsultacia-yvela isini da-
kavSirebulia momsaxurebis yidvasTan. ukanaskneli wlebSi
472
calkeuli adamianebisa da biznesis momsaxurebaSi did rols
asrulebs interneti.
biznesis ganviTarebis dRevandel etapze sawarmoTa saq-
mianobaSi sul ufro did adgils ikavebs servisuli kompo-
nenti, romelic Tan axlavs fizikuri saxiT gayidul saqo-
nels. servisuli kompleqsi mkveTrad zrdis momsaxurebis
kulturas da amis Sesabamisad bazarze sawarmos konkurentu-
narianobas.
momsaxurebis saxeebi metad mravalferovani da mraval-
ricxovania. maTi wyaro SeiZleba iyos adamiani an manqana (av-
tomatizirebuli mowyobileba). ase, magaliTad: adamianebi
momxmareblebs konsultaciebs uweven sxvadasxva sferoSi
(iurisprudenciaSi, medicinaSi); momxmareblebi sargebloben
bankomatebis, savaWro avtomatebis momsaxurebiT; momxmareb-
lebs emsaxurebian eqimebi, pedagogebi, advokatebi, damlageb-
lebi, mekurtneebi, fexsacmlis mwmendavebi, mrecxavebi da a.S.
miuxedavad momsaxurebis saxeebis mravalferovnebisa da
mravalricxovnobisa, maT axasiaTebT rigi saerTo niSan-Tvise-
bebi, romlebic gansazRvraven momsaxurebis marketingis Ta-
viseburebebs. isini aucileblad unda gaiTvaliswinon marke-
tinguli programebis damuSavebis dros. momsaxurebis saxee-
bis saerTo niSan-Tvisebebs miekuTvneba:
1) araxelSesaxeboba;
2) wyarodan gamouyofloba;
3) xarisxis cvalebadoba;
4) Senaxvis SeuZlebloba;
5) sasawyobo damuSavebisa da transportirebis Se-
uZlebloba;
6) sakuTrebis uflebis ararseboba.
araxelSesaxeboba momsaxurebis ZiriTadi niSania, rome-

lic misi winaswari demonstrirebis SeuZleblobaSi vlinde-
473
ba, rac, Tavis mxriv, gamoixateba SeZenamde misi danaxvis, ge-
mos gasinjvis, masze Sexebis, mosmenis, sunis Semowmebis Se-
uZleblobaSi.
fizikuri saxiT arsebuli saqonlis yidvis procesisgan
gansxvavebiT, momsaxurebis yidvis dros momxmareblebi iZu-
lebulni arian endon gamyidvelis sityvas. cxadia, rac uf-
ro maRalia momsaxurebis gamyidvelis imiji, miT advilad
endoba mas momxmarebeli. amitom momsaxurebis gamyidvelebma
didi adgili unda dauTmon prestiJis amaRlebas pozicioni-
roebis procesis gaaqtiurebiT, rac xorcieldeba momsaxu-
rebisTvis materialuri elementebis damatebiT. aseT elemen-
tebs miekuTvneba momsaxurebis gayidvis adgili, fasi, momsa-
xurebis procesSi gamoyenebuli mowyoblebebi d.a.S.
davuSvaT, gaixsna axali samedicino diagnostikuri cen-
tri. bunebrivia, centrma pacientebamde unda miitanos infor-
macia samedicino momsaxurebis Sesaxeb. am procesSi diagnos-
tikurma centrma unda gamoiyenos yvela xelSesaxebi marke-
tinguli instrumenti, kerZod: adgili, sadac mdebareobs sa-
medicino centri; diagnozis dasmisTvis gamoyenebuli samedi-
cino aparatura; fasebi; informacia samedicino personalis
profesionalizmze da a.S.
momsaxureba fizikuri saxiT arsebuli saqonlisgan gan-
sxvavebiT ar arsebobs wyarodan gamouyoflad, rac zRudavs
misi gasaRebis SesaZleblobebs. wyarodan gamouyofloba
vlindeba momsaxurebis warmoebisa da moxmarebis droSi dam-
Txvevasa da wyarosTan erTad arsebobaSi.
Tu momsaxurebis wyaro adamiania, is TviTon aris mom-
saxurebis elementi, romlis gareSec momsaxureba ar arse-
bobs. fexburTis matCze momsaxureba fexburTis TamaSia, rac
fexburTelebis monawileobis gareSe ar Catardeba da mayure-
belic ver naxavs matCs. amasTan, Tu stadionze ar movlen
mayureblebi, fexburTelebi maT ver SesTavazeben TavianT
474
momsaxurebas. am process ukavSirdeba momsaxurebis marketin-
gis kidev erTi specifikuri niSani-mwarmoeblis da momxma-
reblis urTierTzemoqmedeba, rac momsaxurebis gamyidvelebis
saTanado momzadebas moiTxovs.
momsaxurebis xarisxi uSualod aris damokidebuli
wyaroze. momsaxurebis xarisxis rxevis diapazoni gansakuTe-
biT farToa maSin, roca misi wyaro adamiania, radgan adamia-
nebi erTmaneTisgan gansxvavebulebi arian kompetenturobiT,
komunikabelurobiT, TavazianobiT. gansxvavebulia, agreTve,
momsaxurebis dro da adgili. momsaxurebis xarisxis uzrun-
velsayofad da klientebis mosazidad mowinave sawarmoebi
did yuradRebas uTmoben kvalificiuri kadrebis mozidvas da
maT periodul gadamzadebas. didi mniSvneloba eniWeba, agreT-
ve, momxmarebelTa saCivrebisa da winadadebebis Seswavlas da
am safuZvelze momsaxurebis xarisxis gaumjobesebas.
momsaxurebas ver Seinaxav misi gayidvis an momavalSi
gamoyenebis mizniT. momsaxurebis es Tviseba problemas ar
uqmnis mis mwarmoebel da gamyidvel sawarmoebs, roca moT-
xovna myaria. magram Tu moTxovna momsaxurebaze mkveTrad ir-
xeva, sawarmoebs seriozuli problemebi eqmnebaT momsaxure-
bis warmoebisa da gayidvis procesSi. roca moTxovna izrde-
ba, saWiro xdeba momsaxurebis damatebiTi wyaroebis gamoZeb-
na, rac xSirad did siZneleebTan aris dakaSirebuli. moT-
xovnis Semcirebis dros momsaxure personalis da/an manqana-
mowyobilobebis nawili dautvirTavi rCeba.
momsaxurebaze moTxovnis gazrdis procesSi xSirad
momxmareblebs sTavazoben damatebiTi momsaxurebis sxvadasxva
formas. ase, magaliTad: eqimTan vizitis molodinSi paciente-
bi satelevizio gadacemebis yurebiT erTobian. igive mdgoma-
reobaa aeroportebSi. TviTmfrinavis reisebis gamocxadebis
molodinSi mgzavrebs SeuZliaT kafeSi miirTvan yava an Cai,
iTamaSon avtomatebze d.aS.
475
momsaxurebis Senaxvis SeuZlebloba da wyarodan gamou-
yofloba ukavSirdeba misi sasawyobo damuSavebisa da tran-
sportirebis SeuZleblobas.
fizikuri saxiT arsebuli saqonelisgan gansxvavebiT
momsaxureba ar warmoadgens vinmes sakuTrebas. momsaxureba
momxmareblisTvis xelmisawvdomia mxolod drois gansaz-
Rvrul monakveTSi. amitom mas ar SeuZlia misi gayidva, fi-
zikuri saxiT arsebuli saqoneli ki myidvels SeuZlia Tavi-
suflad gayidos. momsaxurebaze sakuTrebis uflebis ararse-
boba mis mwarmoebel da gamyidvel organizaciebs ubiZgebs
imijis ganmtkicebisa da momsaxurebis mimzidvelobis xaris-
xis amaRlebisTvis saWiro marketinguli RonisZiebebis gata-
rebisken.
18.2 momsaxurebis marketingis strategiebi
momsaxurebis bazrebze procesebis marTvis universalu-

ri berketia marketingi, romelsac sul cota xnis win gan-
viTarebul qveynebSic ki servisuli sawarmoebi nakleb yu-
radRebas aqcevdnen. amis mizezi, pirvel rigSi, momsaxurebis
sferos sawarmoTa (saparikmaxero, samedicino punqti, fex-
sacmlis SemkeTebeli saxelosno, iuridiuli firma da a.S.)
mcire sididea. maT mfloblebs da menejerebs miaCndaT, rom
marketingi maTTvis zedmeti fufuneba iyo da Tanac TavianTi
momsaxurebis gayidva marketingis gareSec SeeZloT. rac See-
xeba saqarTvelos, uaxloes warsulSi momsaxurebis sawarmo-
Ta mflobelebis didi nawili marketingis arsSi ver erkve-
oda, Tumca TavianT saqmianobas swored marketinguli midgo-
miT, e.i momxmarebelze orientaciiT warmarTavda.
dReisTvis dasavleTis qveynebSi momsaxurebis sferos
warmatebuli sawarmos menejerebi Tvlian, rom momsaxurebis
476
specifikuri xasiaTis gamo marketingsac unda hqondes speci-
fikuri xasiTi, e.i. marketinguli midgomebi da xerxebi
adaptirebuli unda iyos servisuli sawarmos saqmianobis Ta-
viseburebebTan. saqarTveloSi momsaxurebis biznesis ganviTa-
rebis dRevandel etapzec marketingis gamoyenebas ar eqceva
saTanado yuradReba.
servisuli sawarmoebi iyeneben imave marketingul stra-
tegiebs, rasac warmoebis sferos sawarmoebi. es strategie-
bia: saproduqto, safaso, stimulirebis, gasaRebis da momsa-
xurebis bazarze win wawevis strategiebi. Tumca, am strate-
giebis realizaciis procesSi momsaxurebis sferos sawarmo-
ebSi, iTvaliswineben ra momsaxurebis specifikur Tavisebure-
bebs, iyeneben damatebiT marketingul midgomebsac, anu spe-
cifikur marketingul strategiebs.
Tanamedrove warmatebuli servisuli sawarmoebi yurad-
Rebas Tanabrad amaxvileben momxmareblebze da im TanamSrom-
lebze, romlebic warmoadgenen momsaxurebis wyaros. servi-
suli sawarmoebis xelmZRvanelebs kargad esmiT, rom mogeba
ukavSirdeba rogorc klientebis, ise sakuTari TanamSromle-
bis moTxovnilebebis dakmayofilebas. rogorc praqtika uCve-
nebs, mogebaze zrunva iwyeba im adamianebze zrunviT, romle-
bic uSualod emsaxurebian klientebs. maSasadame, momsaxure-
bis sferos sawarmoebSi gare marketingTan erTad, romelic
orientirebulia momxmareblebze, gamoiyeneba TanamSromlebze
orientirebuli Sida marketingic da urTierTzemoqmedebis
marketingic (ix. nax. 18.1.).
477
nax. 18.1. marketingis saxeebi momsaxurebis sferos
sawarmoebSi
Sida marketingi uzrunvelyofs sakuTari TanamSromle-

bis motivacias, rom ukeTesad imuSaon. ukeTesad muSaobas Se-
degad mohyveba momsaxurebis xarisxis da Sesabamisad amisa
momxmarebelTa dainteresebis amaRleba mocemuli sawarmos
momsaxurebis SeZeniT. Sida marketingi win unda uswrebdes
gare marketings. sawarmom Tavisi produqtis reklamireba un-
da ganaxorcielos mxolod imis Semdeg, rac misi xelmZRva-
nelebi darwmundebian momsaxure personalis mzadyofnaSi-aR-
mouCinos klientebs dapirebuli xarisxis momsaxureba. amis
gareSe reklama SeiZleba antireklamad gadaiqces. klientebis
ukeTesad momsaxurebisTvis sakuTari personalis motivacia
xorcieldeba dajildoebis programis SemuSavebiTa da amoq-
medebiT.
gare marketingis mizania klientTa mozidva maRali xa-
risxis momsaxurebis wyvetlobebis gareSe miwodebis gziT.
momxmareblebisTvis SeTavazebuli momsaxurebis xarisxi
mniSvnelovanwilad damokidebulia myidvelTa da gamyidvelTa
478
urTierTdamokidebulebis xasiaTze momsaxurebis yidva-gayid-
vis procesSi.
Tu fizikuri saxiT arsebuli saqonlis xarisxi saer-
Tod ar aris damokidebuli myidvlisa da gamyidvelis urTi-
erTdamokidebulebaze, momsaxurebis xarisxi pirdapir ukav-
Sirdeba ara marto momsaxurebis wyaros, aramed momsaxure-
bis miwodebis processac. myidvelisTvis metad mniSvnelova-
nia servisuli sawarmos TanamSromlis damokidebuleba mis
mimarT. is momsaxurebas afasebs ara marto gaweuli momsaxu-
rebis Sedegis, aramed momsaxurebis mimwodeblis profesiona-
lizmisa da momsaxurebis procesSi mis mimarT gamoCenili
damokidebulebis mixedviTac.
Tanamedrove servisuli sawarmoebi ZiriTadi marketin-
guli strategiebis gverdiT iyeneben Semdeg strategiebsac:
1) momsaxurebis diferencirebis procesis marTva;
2) momsaxurebis xarisxis marTva;
3) momsaxurebis produqtiulobis marTva.
momsaxurebis xarisxis marTva fizikuri saxiT arsebu-
li saqonlis xarisxis marTvisgan gansxvavebiT xasiaTdeba
garkveuli specifikurobiT. momsaxurebis wyarosgan gamou-
yoflobisa da Senaxvis SesaZleblobis gamo momxmarebels ar
SeuZlia winaswar gansazRvros gansxvaveba momsaxurebis saxe-
ebs Soris. am problemis gadawyveta SeiZleba momxmareblis-
Tvis momsaxurebis SeTavazebiTa da uSulod gawevis meTode-
bis diferencirebis gziT, rac sakmaod Znelad mosagvarebeli
problemaa. misi gadawyvetisTvis servisuli sawarmoebi cdi-
loben momsaxurebis klientebisTvis SeTavazebis winadadebaSi
novatoruli midgomebis CarTvas. konkurentuli novatoruli
midgomebis Sedarebis safuZvelze klientebi maTTvis xelsay-
rel SeTavazebas irCeven.
momsaxurebis marketingis specialistebis azriT, momsa-
xurebis procesis diferencireba SesaZlebelia personalis,
479
fizikuri garemos da uSualod momsaxurebis procesis mi-
xedviT.
momsaxurebis Sedegi damokidebulia, pirvel rigSi,
servisuli sawarmos im TanamSromlebze, romlebic uSualod
emsaxurebian klientebs. amitom servisuli sawarmoebis dife-
rencirebas klientebi swored TanamSromlebis profesiona-
lizmisa da kompetenturobis mixedviT cdiloben. TanamSro-
melTa kvalifikacia, Cacmis kultura, garegnoba, urTierTo-
bis unari did gavlenas axdens momsaxurebis sawarmos imij-
ze.
momsaxurebis sawarmoTa diferencirebaSi didi mniSvne-
loba aqvs im garemos, romelSic klientebs emsaxurebian. sa-
warmos Senobis garegnuli saxe, interieri iseTi unda iyos,
rom miizidos momxmarebeli.
momsaxurebis procesis diferencirebaSi didi mniSvne-
loba aqvs, agreTve, uSualod momsaxurebis procesis srul-
yofas. is sawarmoebi, romlebic yuradRebas amaxvileben
momsaxurebis procesis daxvewaze da momsaxurebaSi axali
xerxebis gamoyenebaze sxvebze metad izidaven klientebs. ase,
magaliTad, sabanko sferoSi momsaxurebis eleqtronuli
formis danegviT bankis prestiJi mkveTrad izrdeba. momsaxu-
rebis formebis SerCevisa da klientebis sxvadasxva segmen-
tis mozidvis farTo SesaZleblobebi aqvs masobriv kvebas.
momsaxurebis sawarmoTa imijis Seqmnasa da Sesabamisad
klientebis mozidvaSi didi roli akisria momsaxurebis xa-
risxis marTvis process. bevr qveyanaSi momsaxurebis xaris-
xis marTva saerTo-erovnuli saqmea. ase, magaliTad, Sveica-
riaSi servisuli sawarmoebisTvis saxelmwifo awesebs sxva-
dasxva materialur stimulebs. momsaxurebis xarisxis prob-
lemis gadawyveta metad mniSvnelovania saqarTveloSic, rom-
lis ganviTarebis erT-erTi prioriteti turizmia. saqarTve-
480
loSi turizmi, gansakuTrebiT saerTaSoriso, ver ganviTar-
deba, Tu momsaxurebis kultura ar amaRlda.
servisulma sawarmoebma klientebs ar unda aRmouCinon
momsaxurebis SeTavazebul xarisxze naklebi xarisxis momsa-
xureba. piriqiT, klientebs unda moemsaxuron imaze ukeTe-
sad, vidre isini amas moelodebian. molodinze realobis ga-
dameteba uzrunvelyofs mocemuli konkretuli sawarmos
momsaxurebiT klientebis dainteresebas. klientebs uCndebaT
momsaxurebis ganmeorebiT yidvis survili.
momsaxurebis xarisxis marTvis procesSi erT-erTi ar-
sebiTi adgili ukavia xarisxis raodenobriv Sefasebas, rac
metad Znelia momsaxurebis araxelSesaxebobis pirobebSi. ara-
xelSesaxebobis gamo momsaxurebas ar axasiaTebs iseTi para-
metrebi, rogoricaa mwarmoebluroba, funqciuri maCveneblebi
da teqnikuri momsaxurebis Rirebuleba, romelTa mixedviTac
fasdeba fizikuri saxiT arsebuli produqtis xarisxi. ase,
magaliTad, bevrad ufro Znelia stomatologis momsaxurebis
xarisxis Sefaseba stomatologiaSi gamoyenebuli mowyobilo-
bebis xarisxis SefasebasTan SedarebiT.
miuxedavad imisa, rom momsaxurebis xarisxis Sefaseba
Znelia, servisul sawarmoebs mainc SeuZliaT Seafason momsa-
xurebis xarisxi klientebis mier miRebuli momsaxurebis aR-
qmis safuZvelze. specialistebis azriT, momsaxurebis xaris-
xis Sefaseba unda ganxorcieldes mosalodneli da realu-
rad miRebuli momsaxurebis Sedegebis Sedarebis gziT.
rogorc specialistebis mier Catarebuli gamokvlevebi
uCvenebs, momsaxurebis xarisxi klientebma SeiZleba Seafason
Semdegi faqtorebis mixedviT:
1) momsaxurebis ZiriTadi determinantebi, kerZod,
xelmisawvdomoba, prestiJuloba, codna, saimedoo-
ba, usafrTxoeba, kompetenturoba, komunikabelu-
roba, zrdilobianoba, reaqcia, momsaxurebis sa-
481
warmoSi Seqmnili mdgomareoba, TanamSromelTa ga-
regnuli Sesaxedaoba da sxv. xelSesaxebi faqto-
rebi;
2) sxva momxmareblebis Sexedulebebi;
3) momsaxurebiT sargeblobis gamocdileba;
4) myidvelTa moTxovnilebebi;
5) reklama.
momsaxurebis xelmisawvdomoba gulisxmobs klientebis-
Tvis SesaZleblobis micemas saWiroebis SemTxvevaSi isargeb-
lon ama Tu im saxis momsaxurebiT. momsaxurebis xarisxis
Sefasebis dros klientebze did gavlenas momsaxurebis sa-
warmos reputacia axdens. Tu sawarmo ar aris prestiJuli
da klientebs maTTvis SeTavazebuli momsaxurebis done ar
miaCniaT saTanadod, arc iyidian mas. momsaxurebis realiza-
ciaSi did rols saimedoobac asrulebs. Tu klienti dar-
wmundeba misaRebi momsaxurebis saimedoobasa da usafrTxoe-
baSi, is mas aucileblad SeiZens. momsaxurebis gayidvaze sak-
maod didia servisuli sawarmos TanamSromlebis komunikabe-
lurobis da komunikaciis doneebis gavlena. TanamSromlebi
aucileblad unda iyvnen komunikabelurebi, rom klientebs
gauadvildes maTTan kontaqtis damyareba. komunikaciis sis-
temac ise unda iyos organizebuli, rom SesaZlebeli gaxdes
informaciis droulad da saWiro formiT dayvana kliente-
bamde. momsaxurebis xarisxis donis SefasebaSi mniSvnelova-
nia momsaxurebis sawarmos muSakTa damokidebuleba klientis
mimarT, maTi survili, rom droulad da saTanadod moemsaxu-
ron klientebs. misaRebi momsaxurebis xarisxis maRal done-
ze Sefaseba damokidebulia servisuli sawarmos Senobis ga-
regnul saxeze, TanamSromelTa garegnobaze, Cacmulobaze, in-
terierze.
SeTavazebuli momsaxurebis xarisxis winaswar Sefase-
bis procesze did gavlenas axdens sxva momxmarebelTa Sexe-
482
dulebebis mosmena. adamianebi momsaxurebis ama Tu im saxis
yidvis dros iTvaliswineben ojaxis wevrebis, megobrebis,
kolegebis Sexedulebebs.
momsaxurebis xarisxis winaswar SefasebaSi mniSvnelo-
van rols asrulebs, agreTve, momsaxurebis gamoyenebiT miRe-
buli gamocdileba.
rekalamac did rols TamaSobs momsaxurebis xarisxis
winaswari Sefasebis dros. sworad Sedgenili da ganTavise-
buli sareklamo gancxadeba klientebs arwmunebs SeTavazebu-
li momsaxurebis xarisxianobasa da misi SeZenis sargebliano-
baSi.
servisuli sawarmos mudmivi zrunvis obieqtia momsaxu-
rebis produqtiulobis amaRleba, rac menejmentis TandaTa-
nobiT da mizanmimarTulad gaumjobesebiT xorcieldeba. am
mizniT sawarmoebi iyeneben sxvadasxva xerxebs, romelTa So-
ris gamoyofen:
1) ufro kvalificiuri muSakebis SerCevas Tanamed-
rove meTodebisa da treningebis gamoyenebiT;
2) sawarmoebSi muSakebis swavlebis organizebas
axali moTxovnebis Sesabamisad;
3) muSakTa waxalisebas im mizniT, rom ukeTesad
imuSaon;
4) momsaxurebis moculobis gazrdas xarisxis
Semcirebis xarjze;
5) ufro efeqtiani momsaxurebis saxeebis Seqmnas
da klientebisTvis SeTavazebas;
6) Tanamedrove teqnologiebis danergvas klien-
tTa momsaxurebis procesSi da am bazaze momsaxu-
rebis drois Semcirebas;
7) TviTmomsaxurebis meTodis danergvas.
momsaxurebis produqtiulobis amaRlebis mimarTule-
biT gasatarebeli marketinguli RonisZiebebis SerCevis pro-
483
cesSi sawarmoebi yovelTvis unda cdilobdnen, da asec xde-
ba, ZiriTadad, praqtikaSi, ar Seamciron momsaxurebis xaris-
xi.
18.3 calkeuli pirebis marketingi
filip kotleri calkeuli pirebis marketings ase gan-

martavs:
saqmianoba, romelic miznad isaxavs sazogadoebaSi cal-
keuli pirebis poziciis Seqmnas, SenarCunebas da/an
Secvlas, aris calkeuli pirebis marketingi.
yvelaze metad gavrcelebulia calkeuli pirebis mar-
ketingis ori saxe:
1) cnobili (ZiriTadad, msaxiobebis, sportsmene-
bis) adamianebis marketngi;
2) politikosebis marketingi.
cnobili adamianebis marketings safuZveli uZveles xa-
naSi Caeyara. jer kidev Zveli berZnebi da romaelebi cdi-
lobdnen sazogadoebaSi cnobadobis miRwevas sxvadasxva Ro-
nisZiebebis CatarebiT.
DdReisTvis cnobili pirebis marketingi ganviTarebul
qveynebSi dayvanilia umeteswilad msaxiobebis (“varskvlave-
bis”) marketingze. sazogadoebaSi TavianTi “varskvlavuri sa-
xis”, rogorc f. kotleri wers, Sesaqmnelad msaxiobebi qi-
raoben pres-mdivnebs, romlebic maT Sesaxeb avrceleben in-
formacias masobrivi informaciis saSualebebSi. bunebrivia,
msaxiobebis cnobadobis miRweva ar aris damokidebuli mxo-
lod pres-mdivnebis profesionalizmze, mTavari roli mainc
TviTon msaxiobebma unda Seasrulon. maT unda SeZlon TviT-
reklamisTvis RonisZiebebis mofiqreba da cxovrebaSi gatare-
ba.
484
sazogadoebis TvalSi cnobili adamianis saxis SeqmnaSi
did rols asrulebs qvelmoqmedeba da garemos dasacavad ga-
tarebuli RonisZiebebi.
politikosebis marketingic cnobili adamianebis marke-
tingis msgavsia, Tumca, misgan gansxvavebiT, perioduli gaaq-
tiurebiT xasiaTdeba saarCevno kampaniebis dros. saarCevno
kampaniis periodSi amomrCevlebis mxardaWeris mosapoveblad
kandidatebi bevr xerxs iyeneben. isini aqtiurad marTaven
Sexvedrebs amomrCevlebTan, esaubrebian maT TavinT saarCevno
programebze, pirdebian sxvadasxva RonisZiebebis gatarebas,
awyoben satelevizio gadacemebs, romlis drosac amomrCev-
lebs SeuZliaT gamocxadebuli satelefono nomrebiT daukav-
Sirdnen kandidatebs, dausvan kiTxvebi da Ria eTerSi miiRon
pasuxebi. es pirdapiri marketingia, romelic exmareba maT
amomrCevlebis ndobis mopovebaSi, rac did gavlenas axdens
arCevnebis Sedegebze.
amomrCevlebTan Sexvedrebis paralelurad vrceldeba
politikuri reklamebi, romlebic, TavianTi SinaarsiT ubiZ-
geben amomrCevlebs xma miscen ama Tu im kandidats. reklamis
gasavrceleblad gamoiyeneba TiTqmis yvela sareklamo saSua-
leba: Jurnal-gazeTebi, audio-vizualuri saSualebebi, sarek-
lamo plakatebi, satransporto saSualebebi. amomrCevelTa
ndobis mopovebaSi kandidats did daxmarebas uwevs maT mxar-
dasaWerad gamarTuli koncertebi da Souebi.
18.4. adgilis marketingi
saqmianoba, romelic miznad isaxavs konkretuli adgi-

lis mimarT damokidebulebis Camoylibebas, SenarCunebas
da/an Secvlas, aris adgilis marketingi.
adgilSi, mocemul SemTxvevaSi, igulisxmeba upirvele-
sad sacxovrebeli saxli da dasasvenebeli regioni.
485
sazRvargareT ganasxvaveben adgilis marketingis oTx
saxes:
1) sacxovrebeli adgilis marketingi;
2) sameurneo mSeneblobis zonis marketingi;
3) miwis sakuTrebaze investiciebis ganxorcielebis
marketingi;
4) dasasvenebeli adgilis marketingi.
sacxovrebeli adgilis marketingi moicavs binebis da

individualuri sacxovrebeli saxlebis mSeneblobas da/an ga-
yidvas ojaxebze. am saxis marketingSi Sedis, agreTve, sac-
xovrebeli binebisa da individualuri sacxovrebeli saxle-
bis ijariT gacemisTvis gatarebuli RonisZiebebis erTobli-
oba.
sacxovrebili adgilis marketingis ganxorcielebisTvis
iyeneben imave saSualebebsa da xerxebs, rasac Cveulebrivi
saqonlis momxmareblebisTvis SeTavazebis procesSi. msxvili
samSeneblo sawarmoebi ikvleven bazars da kvlevis Sedegebis
Sesabamisad aSeneben da sTavazoben momxmarebelTa sxvadasxva
segments sacxovrebel farTs an saxls misTvis misaReb fa-
sad. fasebi damokidebulia sacxovrebeli binebis da saxlebis
keTilmowyobasa da adgilmdebareobaze, rac, Tavis mxriv,
momxmarebelTa moTxovnilebebiTa da SesaZleblobebiT gani-
sazRvreba.
sameurneo mSeneblobis zonis marketingSi igulisxmeba
qarxnebis, sawyobebis, maRaziebis, restornebis da a.S. Senobe-
bisa da maTSi ganTavsebuli qonebis gasayidad da/an ijaris
gasacemad saWiro RonisZiebebis erToblioba. mTel rig qvey-
nebSi arsebobs specialuri organizaciebi, romlebic dakave-
bulni arian teritoriebis, rogorc sxvadasxva saxis saqmia-
nobis ganxorcielebisTvis xelsayreli adgilis, marketingiT.
486
miwaze sakuTrebis uflebis mopoveba warmoadgens kapi-
talis dabandebis mniSvnelovan obieqts. miwis yidva-gayidva
sakmaod rTulia da moiTxovs uZravi qonebis agentebisgan
marketingis saTanado doneze codnas. saWiroa rTuli marke-
tinguli midgomebis SemuSaveba miwis nakveTebis momgebianad
yidva-gayidvisTvis. aseTi marketinguli programebi, rogorc
wesi, moicavs sareklamo RonisZiebebs, agentebis Sexvedrebs
potenciur myidvelebTan, miwis nakveTis ufasod daTvaliere-
bis organizacias da a.S.
dasasvenebeli adgilis marketingis meSveobiT damsveneb-
lebs izidaven saxelmwifo dawesebulebebi, turistuli biu-
roebi, aviakompaniebi, sastumroebi, dasasvenebeli saxlebi,
sanatoriumebi. am organizaciebis moqmedebis arealSi eqcevian
potenciuri damsveneblebi rogorc qveynis SigniT, ise saer-
TaSoriso doneze. dasasvenebeli adgilis marketingis ganvi-
Tarebis didi perspeqtivebia saqarTveloSi, sadac turizmis
ganviTarebis potenciali sakmaod maRalia. es exeba rogorc
Sida ise saerTaSoriso turizms.
18.5. ideis marketingi
saqmianoba, romlis mizanic bazarze ideis win wawevaa,

aris ideis marketingi.
f. kotleris azriT, marketingis nebismieri saxe gar-
kveuli TvalsazrisiT ideis marketingia. adamianebs fizikuri
saxiT arsebul saqonelsa da momsaxurebasTan, adgilTan, or-
ganizaciasTan erTad sTavazoben maTi gamoyenebis ideasac. Tu
marketinguli RonisZiebebiT SesaZlebeli gaxda adamianis mi-
er ideis gaTaviseba, isini yiduloben fizikuri saxiT arse-
buli saqonlis, momsaxurebis ama Tu im saxes, sacxovrebel
adgils, adgils sameurneo saqmianobisTvis da dasasveneblad.
Tu ideam ar daainteresa potenciuri momxmarebeli, is ar
487
gaxdeba myidveli. ase rom potenciuri momxmareblis myidve-
lad gadaqcevaSi, SeiZleba iTqvas, gadamwyvet rols ideis
marketingi asrulebs.
Tu ideas aqvs sazogadoebrivi xasaTi, maSin momxmere-
belTa mizidvis mizniT ganxorcielebuli RonisZiebebis er-
Tobliobas uwodeben socialur marketings.
socialuri marketingis arsi gamoixateba miznobrivi
jgufis mier sazogadoebrivi ideis, moZraobis programis da-
muSavebaSi, praqtikaSi gatarebasa da Sesrulebis mimdinareo-
bis kontrolSi.
socialuri marketingiT dakavebul marketingis specia-
listebs mravali amocanis gadawyveta uwevT. maT Soris unda
gamoiyos:
1) brZola adamianis organizmisa da mTlianad sazoga-
doebisTvis saziano Cvevebis (sigaretis weva, narko-
mania, loToba) SecvlisTvis;
2) sazogadoebisTvis biZgis micema ama Tu im miznis mi-
saRwevad (magaliTad, bunebrivi garemos dacva ) sa-
Wiro masobriv kampaniaSi monawileobis miRebisken;
3) sazogadoebis ndobis mopoveba.
socialuri marketingis ZiriTadi mizani mainc sawarmo-
ebisa da sazogadoebis interesebis urTierTSesabamisobis
miRwevaa.
XVIII TavSi gamoyenebuli marketinguli terminebi
momsaxureba
momsaxurebis araxelSesaxeboba
momsaxurebis wyarodan gamouyofloba
momsaxurebis xarisxis cvalebadoba
momsaxurebis Senaxvis SeuZlebloba
momsaxurebis xarisxis marTva
488
calkeuli pirebis marketingi
adgilis marketingi
ideis marketingi
socialuri marketingi
reziume
marketingis sfero sul ufro da ufro farTovdeba.

fizikuri saxiT arsebul saqonelTan erTad marketingis moq-
medebis sferoSi Sedis, agreTve, momsaxureba, calkeuli pi-
rebi, adgili, idea.
momsaxurebaSi igulisxmeba araxelSesaxebi saqmianoba da
sargebeli, romelic erTma mxarem SeiZleba SesTavazos meore
mxares da romelic ar aris dakavSirebuli raimes flobas-
Tan. momsaxureba fizikuri saxiT arsebuli saqonlisgan gan-
sxvavebiT xasiaTdeba Semdegi TaviseburebebiT: momsaxurebas
xeliT ver Seexebi, ar arsebobs wyaros gareSe, xasiaTdeba
xarisxis cvalebadobiT, ver Seinaxav. momsaxurebis niSan-Tvi-
sebebi ganapirobebs momsaxurebis marketingis Taviseburebebs.
momsaxurebis sawarmoebSi gamoyenebuli marketinguli midgo-
mebi da xerxebi adaptirebuli unda iyos maTi saqmianobis
specifikasTan.
momsaxurebis sawarmoebSi gamoiyeneba momsaxurebaze
orientirebuli gare marketingi, TanamSromlebze orienti-
rebuli Sida marketingi da myidvelisa da gamyidvelis ur-
TierTzemoqmedebis marketingi.
momsaxurebis efeqtianobisTvis aucilebelia misi xa-
risxis marTva, rac moiTxovs momsaxurebis xarisxis mTeli
rigi kriteriumebis gamoyenebiT Sefasebas.
calkeuli pirebis marketingSi igulisxmeba saqmianoba,
romlis mizanicaa sazogadoebaSi ama Tu im pirovnebis pozi-
ciis Seqmna, SenarCuneba da/an Secvla. calkeuli pirebis
489
marketingidan yvelaze metad aris gavrcelebuli politiko-
sebis marketingi.
adgilis marketingSi specialistebs esmiT saqmianoba,
romelic miznad isaxavs konkretuli adgilis mimarT damoki-
debulebis Camoyalibebas, SenarCunebas da/an Secvlas. adgi-
lis marketingSi Sedis sacxovrebeli adgilis marketingi,
sameurneo mSeneblobis zonis marketingi, miwis sakuTrebaze
investiciebis ganxorcielebis marketingi da dasasvenebeli
adgilis marketingi.
bazarze ideis win wawevisTvis gamoyenebul marketin-
gul midgomebsa da xerxebs uwodeben ideis marketings. Tu
ideas aqvs sazogadoebrivi xasiaTi, maSin momxmarebelTa mo-
sazidad ganxorcielebuli marketinguli RonisZiebebis nak-
rebs uwodeben socialur marketings. misi arsi gamoixateba
miznobrivi jgufis mier sazogadoebrivi ideis, moZraobis an
praqtikis aRsaqmelad saWiro programis SeqmnaSi, realizaci-
asa da Sesrulebis mimdinareobaze kontrolis ganxorciele-
baSi.
490
Tavi 19. globaluri marketingi
XIX Tavis Seswavlis miznebi

1) erovnul bazrebze momuSave sawarmoebis saerTaSori-
so doneze gasvlis ZiriTadi mizezebis CamoTvla da
ganmarteba;
2) saerTaSoriso marketingSi miRebuli ZiriTadi gadaw-
yvetilebebis struqturis aRwera;
3) ekonomikur, politikur-samarTlebriv, kulturul da
sainformacio-teqnologiur garemoSi moqmedi faqto-
rebis saerTaSoriso marketingze zemoqmedebis meqaniz-
mis axsna;
4) saerTaSoriso bazrebze gasvlis sabazo marketinguli
strategiebis aRwera;
5) saerTaSoriso marketingis ZiriTadi elementebis Ca-
moTvla da daxasiaTeba;
6) saerTaSoriso marketingis ZiriTadi organizaciuli
formebis CamoTvla da maTi gamoyenebis pirobebis ax-
sna.
19.1. marketingis evolucia saerTaSoriso doneze
saerTaSoriso marketingi saerTaSoriso bazarze orien-

tirebuli saqonlis warmoeba-gasaRebis sistemaa. misi
warmoSoba da ganviTareba biznesis qveynis sazRvrebs
gareT gafarToebam ganapiroba.
marTalia, Sida bazarze biznesi gacilebiT ufro usaf-
rTxoa, vidre saerTaSorisoze, magram sawarmoebs ar SeuZli-
aT da, umetes SemTxvevaSi, mravali mizezis gamo arc surT
491
TavianTi saqmianobis mxolod erovnuli bazriT SemosazRvra.
am mizezebs Soris, pirvel rigSi, unda aRiniSnos Semdegi:
1) adgilobrivi resursebis SezRudulobis gamo
maTi sxva qveynebSi yidvis aucilebloba;
2) calkeul qveynebSi nameti produqtis gaCena
teqnologiaSi momxdari cvlilebebis gamo;
3) konkurenciis gaZliereba Sida bazarze ucxo
qveynebis kompaniaTa mxridan;
4) sawarmoebis gasaRebis bazrebis gafarToebisaken
miswrafeba sxva qveynebis bazrebze SeRweviT;
5) calkeuli qveynebis mier savaWro barierebis
moxsna.
xSirad, adgilobrivi resursebis SezRudulobis gamo,
ekonomikis zogierTi dargis sawaroebi iZulebulni xdebian
momaragebis wyaroebi sazRvargareTis bazrebze eZebon, iq ar-
sebuli biznes-garemo ki zogjer erovnulisgan sruliad gan-
sxvavebulia. aseT dros saWiro xdeba gansxvavebuli marke-
tinguli meTodebisa da xerxebis gamoyeneba.
teqnologiis ganviTareba-srulyofa da axali teqnolo-
giuri aRmoCenebi SesaZlebels xdis saqonlis warmoebas im
odenobiT, rac xSirad erovnuli bazris moTxovnas bevrad
aRemateba. amis gamo sawarmo iZulebuli xdeba Tavisi pro-
duqtis gasaRebis bazari sazRvargareT eZebos, sazRvargare-
Tis bazrebze ki maT xSirad urTierToba uxdebaT adgilob-
rivi momxmareblebisgan gansxvavebuli tradiciebis, Semosav-
lebisa da qcevis momxmareblebTan. cxadia, saqonlis gasasa-
Reblad aseT pirobebSi erovnuli bazrisgan gansxvavebuli
marketinguli midgomebis gamoiyenebaa saWiro.
erT-erTi mniSvnelovani mizezi, romelmac aiZula sa-
warmoebi sxva qveynebSi eZebnaT saqonlis gayidvis SesaZleb-
lobebi, iyo konkurencia. konkurenciam sakvanZo roli Seas-
rula msoflio doneze sabazro ekonomikis ganviTarebaSi.
492
jer kidev XVII saukuneSi adam smitma, Tavisi “uxilavi xe-
lis” principiT, konkurencia ganixila sabazro ekonomikis
proporciuli da dinamikuri ganviTarebis, misi efeqtianobis
uzrunvelyofis mniSvnelovan meqanizmad. asea Tanamedrove pi-
robebSic. amasTan, dReisTvis konkurenciis masStabebi arsebi-
Tad gafarTovda saerTaSoriso doneze gasuli sawarmoebis
raodenobisa da moqmedebis arealis gazrdis gamo. sameurneo
cxovrebis transnacionalizaciis ganviTareba sul ufro da
ufro afarToebs konkurenciis sazRvrebs, magram, imavdrou-
lad, uzrunvelyofs produqtis xarisxis amaRlebas da mom-
xmarebelTa moTxovnilebebis ukeTesad dakmayofilebas.
konkurenciis masStabebis gafarToebis gamo erovnul
bazrebze momuSave sawarmoebic erTvebian saerTaSoriso kon-
kurenciaSi damoukideblad imisa, surT Tu ar surT maT es.
marTalia, adgilobrivi sawarmoebi usafrTxoebis mizniT
erovnul bazrebze muSaobas amjobineben, magram ucxouri
kompaniebi, romlebic aqtiurad iTviseben sxvadasxva qveynis
bazrebs, maT swored TavianTi qveynebis bazrebze upirispir-
debian. ase rom sawarmom, romelsac eSinia saerTaSoriso
doneze gasvlis, msoflio ekonomikis mzardi globalizaciis
pirobebSi SeiZleba adgilobrivi momxmareblebic dakargos.
maSasadame, ekonomikis globalizaciis procesSi globaluri
konkurencia nebismieri qveynis nebismier sawarmos ubiZgebs
saqmianobis globalizaciisken, rac aucileblad moiTxovs
globaluri marketingis gamoyenebas. globaluri marketingi
iTvaliswinebs msoflios sxvadasxva qveyanaSi ganxorciele-
buli marketinuli saqmianobis integracias da standartiza-
cias.
saerTaSoriso bazrebze gasvlamde sawarmoTa menejereb-
ma unda miiRon garkveuli gadawyvetilebebi, rac Seamcirebs
riskis dones da aamaRlebs efeqtianad funqcionirebis SesaZ-
leblobas. aseT gadawyvetilebebs miekuTvneba(ix. nax. 19.1).
493
1) sazRvargareTis bazarze (an bazrebze) gasvlis mi-
zanSewonilebis dadgena;
2) marketinguli garemos analizi im qveynebSi, sadac
sawarmo fiqrobs biznesis ganxorcielebas;
3) bazris (an bazrebis) SerCeva;
4) sazRvargareTis bazarze (an bazrebze) SeRwevis
strategiebis gansazRvra;
5) saerTaSoriso marketingis kompleqsis elementebis
struqturis dadgena;
6) saerTaSoriso marketingis samsaxurebis struqtu-
ris dadgena.
sazRvargareTis saerTaSoriso saerTaSoriso

bazarze(an marketinguli bazris(an
bazrebze) gasvlis garemos analizi bazrebis) SerCeva
mizanSewonileba
saerTaSoriso saerTaSoriso
saerTaSoriso marketingis bazarze(an
marketingis kompleqsis bazrebze) SeRwevis
samsaxuris elementebis struqturis
struqturis struqturis gansazRvra
dadgena dadgena
nax.19.1. saerTaSoriso marketingSi miRebuli

ZiriTadi gadawyvetilebebis struqtura
adgilobrivi bazris aTvisebis Semdeg sawarmoTa nawi-

lis xelmZRvaneloba gasaRebis gafarToebis SesaZleblobebs
ucxo qveynis bazrebze eZebs. sxva qveynebis bazrebze SeRwe-
494
vas xels uwyobs, agreTve, maTi mTavrobebis mier savaWro ba-
rierebis gauqmeba.
amrigad, marketingis evolucia saerTaSoriso doneze
obieqturi realobaa, rasac Sedegad globaluri marketingis
Camoyalibeba mohyva.
marketingis Tanamedrove saxelmZRvaneloebSi saerTaSo-
riso marketingi da globaluri marketingi zogjer erTma-
neTTan aris gaigivebuli, zogjer ki marketingis ganviTare-
bis etapebadaa warmodgenili. orive SemTxvevaSi marketingi
sawarmoebis mier sazRvargareT ganxorcielebul saqmianobas
ukavSirdeba, ris gamoc gamarTlebulia “saerTaSoriso marke-
tingis” da “globaluri marketingis” erTi da imave mniSvne-
lobiT gamoyeneba da identur cnebebad xmareba.
19.2. globaluri marketinguli garemo
bolo wlebSi saerTaSoriso kompaniebis raodenoba

mniSvnelovnad gaizarda, riTac gamwvavda saerTaSoriso kon-
kurencia da Semcirda sawarmoebis mier warmatebis miRwevis
albaToba. aman kidev ufro aqtualuri gaxada im Zalebisa da
faqtorebis safuZvlianad Seswavlis aucilebloba, romlebic
ayalibeben saerTaSoriso kompaniebis marketingul garemos.
saerTaSoriso kompaniebis marketinguli garemos Ses-
wavla erovnul bazrebze moqmedi kompaniebis garemocvis Ses-
wavlasTan SedarebiT bevrad ufro rTulia, radgan yoveli
qveynis ekonomika, kulturuli tradiciebi, bunebrivi piro-
bebi gansxvavebulia. specifikuri TvisebebiT xasiaTdeba cal-
keuli qveynis politikuri garemo, biznesis sakanonmdeblo
baza. sxvadasxva qveyanas sxvadasxva SesaZlebloba aqvs mecni-
erebisa da teqnikis ganviTarebisTvis, rac gansxvavebuli
teqnologiuri garemos Camoyalibebas ganapirobebs.
495
Seswavlis mizniT saerTaSoriso marketingul garemos
specialistebi, ZiriTadad, oTx nawilad yofen, kerZod, saer-
TaSoriso doneze moqmed faqtorebs da Zalebs ase ajgufe-
ben:
1) ekonomikuri garemo;
2) politikur-samarTlebrivi garemo;
3) kulturuli garemo;
4) sainformacio-teqnologiuri garemo.
marketingis cnobili specialistebis azriT, qveynebis
ekonomikuri garemos xasiaTi, pirvel rigSi, damokidebulia
ekonomikis dargobriv struqturasa da Semosavlebis ganawi-
lebis wesze. ekonomikis dargobrivi struqtura, Tavis
mxriv, gansazRvravs ekonomikis ganviTarebas da, Sesabamisad
amisa, xalxis cxovrebis dones.
ganasxvaveben ekonomikis dargobrivi struqturis Semdeg
tipebs:
1) naturaluri meurneobis mqone qveynebi. aseT
qveynebSi mosaxleobis didi nawili sofelSi
cxovrobs, ZiriTadad, xeliT Sromobs, warmoe-
buli sasoflo-sameurneo produqtis did na-
wils TviTonve moixmars da mxolod mcire na-
wils cvlis misTvis saWiro saqonelsa da mom-
saxurebaze. aseTi qveynebis magaliTia bangladeSi
da eTiopia, romelTac saerTaSoriso ekonomika-
Si CarTvis mxolod minimaluri SesaZleblobebi
aqvT;
2) nedleulis eqsportiori qveynebi. isini mdidre-
bi arian erTi an ramdenime bunebrivi resursiT,
magram mTlianobaSi Raribi qveynebia. maT gaaqvT
sazRvargareT TavianTi bunebrivi resursebi. am
gziT iReben isini Semosavlebis nawils. aseTi
qveynebis ricxvs miekuTvneba, magaliTad, saudis
496
arabeTi, romelic msoflioSi navTobis erT-erTi
didi eqsportioria. am tipis qveynebSi kargad
iyideba mompovebel mrewvelobaSi gamosayenebeli
manqana-mowyobilobebi;
3) industriulad ganviTarebadi qveynebi. maT ric-
xvSi Sedis, magaliTad, brazilia, egvipte, fi-
lipinebi. am qveynebSi TandaTanobiT maRldeba
cxovrebis done, Sesabamisad, izrdeba moTxovna
Tanamedrove samomxmareblo saqonelze, kerZod,
mobilur telefonebze, modur tansacmelze da
a.S. kargad iyideba mZime manqanaTmSeneblobis na-
warmi, foladi.
4) axali industriuli qveynebi. maT miekuTvneba,
magaliTad, samxreT korea, tailandi, taivani,…
malaizia, singapuri. isini arian, ZiriTadad, mza
produqciis eqsportiorebi da nedleulisa da
naxevarfabrikatebis importiorebi. cxovrebis
donis amaRlebis paralelurad am qveynebSi kar-
gad iyideba nebismieri samomxmareblo saqoneli.
5) ganviTarebuli qveynebi. isini erTmaneTTan vaW-
roben sxvadasxva saxis samrewvelo saqonliT,
SeaqvT nedleuli dabalganviTarebuli qveynebi-
dan, arian mza produqciis importiorebi ganvi-
Tarebad da axal industrial qveynebSi.
xalxis cxovrebis done ganisazRvreba moxmarebuli sa-
qonlis da momsaxurebis raodenobiTa da xarisxiT, rac, Ta-
vis mxriv, Semosavlebze da maTi ganawilebis donezea damoki-
debuli. marketinguli starategia, cxadia, unda SeirCes imis
mixedviT, Tu rogori Semosavlebis mqone ojaxebi Warbobs
qveynebSi, radgan moxmarebis struqtura arsebiTad aris gan-
sxvavebuli Zalian dabalSemosavlian, dabalSemosavlian, sa-
SualoSemosavlian da maRalSemosavlian ojaxebSi.
497
rogorc wesi, saerTaSoriso biznesis da saerTaSoriso
marketingis ganviTarebisTvis meti SesaZleblobebi ekonomi-
kurad ganviTarebul qveynebSia Seqmnili. magram, imavdrou-
lad, mosaxleobis raodenobis stabilurobisa da cxovrebis
maRali donis gamo, bevri produqtis gasaReba did marketin-
gul Zalisxmevas moiTxovs. produqciis gasaRebis meti po-
tenciali grZelvadian perspeqtivaSi aqvT ganviTarebad qvey-
nebs, sadac importis moculoba dReisTvis mcirea.
mniSvnelovani ekonomikuri faqtori, romelic unda ga-
iTvaliswinon saerTaSoriso marketingSi, aris valutis kur-
sis stabiluroba. arastabiluri valutis kursis pirobebSi
didia zaralis miRebis albaToba, amitom didi mniSvneloba
eniWeba saangariSsworebo valutis sworad gansazRvras. anga-
riSsworebisTvis SeiZleba SeirCes rogorc eqsportiori, ise
importiori qveynis, saWiroebis SemTxvevaSi ki mesame qveynis,
valuta.
ama Tu im qveyanaSi biznesis wamowyebis an gafarToebis
Taobaze gadawyvetilebis miRebamde, aucileblad unda Seis-
wavlon politikur-samarTlebrivi garemo Semdegi faqtore-
bis mixedviT:
1) damokidebuleba ucxoeli mewarmeebis mimarT;
2) politikuri stabiluroba;
3) fulad-sakredito urTierTobebis regulireba;
4) saxelmwifo biurokratia.
sxvadasxva qveyanaSi ucxoeli mewarmeebis mimarT damo-
kidebuleba gansxvavebulia. bevr qveyanaSi ucxoel mewarmeebs
keTilganwyobilad xvdebian, magaliTad, meqsikaSi, tailandSi,
filipinebSi, bevrgan ki maT barierebs uqmnian muSaobis pro-
cesSi. ase xdeba, magaliTad, indoeTSi.
sazRvargareT saqmianobis ganxorcielebisas metad mniS-
vnelovania politikuri stabilurobis sakiTxi. arastabilur
politikur viTarebaSi xSiria ucxo qveynebis kompaniebis sa-
498
kuTrebis nacionalizacia, maTi savaluto angariSebis gayinva
bankebSi, sxvadasxva satarifo da arasatarifo barierebis
amoqmedeba maT winaaRmdeg. Tumca, zogjer isec xdeba, rom
arastabilur politikur pirobebSi zogierTi kompania sakma-
od maRali efeqtianobiT axerxebs funqcionirebas.
sazRvargareTis bazarze gasvlis Sesaxeb gadawyvetile-
bis miRebisas kompaniebma unda gaiTvaliswinon, agreTve, iq
arsebuli fulad-sakredito urTierTobebis regulirebis we-
sebi. SeiZleba qveynis kanonmdeblobiT akrZaluli iyos anga-
riSsworeba ucxo qveynis valutiT. SeiZleba xelisufleba
zRudavdes qveynidan Tavisi valutis gatanas. isic SesaZle-
belia, rom ekonomikuri mdgomareobis gamo myidvel qveyanas
ar SeeZlos angariSsworeba valutaiT da saWiro gaxdes Sem-
xvedri vaWrobis gamoyeneba.
Semxvedri vaWroba saerTaSoriso vaWrobis erT-erTi
formaa, romelic iTvaliswinebs saqonlis pirdapir da ara-
pirdapir gacvlas sxva saqonelze valutaiT anazRaurebis
nacvlad. Semxvedri vaWrobis formebia: barteri, kompensacia
da Semxvedri Sesyidvebi. barteruli gacvlis dros produq-
ti pirdapir icvleba produqtze. magaliTad, TviTmfrinavi
boingi 747 saudis arabeTSi gaicvala navTobze. kompensaciis
dros gamyidveli yidis sawarmos, mowyobilobas an teqnikas
sxva qveynis myidvelebze da Tanaxmaa anazRaureba moxdes ma-
Ti gamoyenebiT warmoebuli produqciiT. Semxvedri vaWrobis
dros gamyidvels Tavisi produqtis Rirebuleba aunazRaur-
deba fuliT, romlis nawili SeTanxmebis Tanaxmad unda gamo-
iyenos am qveynis produqtis sayidlad drois gansazRvruli
periodis ganmavlobaSi. magaliTad, PepsiCo ruseTSi yidis
Tavis produqcias rusul fulze da yidulobs rusul arays
aSS-Si gasayidad.
499
saerTaSoriso kompania yovelTvis mzad unda iyos imis-
Tvis, rom yovel konkretul SemTxvevaSi miiRos misTvis
xelsayreli gadawyvetileba.
saerTaSoriso arenaze gasuli kompaniebisTvis aucile-
belia miznobriv qveyanaSi moqmed biznesis maregulirebel sa-
marTlebriv bazaSi garkveva. igi kargad unda icnobdes saer-
TaSoriso samarTlis normebsac.
samarTlebrivi garemos mniSvnelovan elementebs, rom-
lebic gavlenas axdenen saerTaSoriso kompaniebis marketin-
gul saqmianobaze ama Tu im qveyanaSi, miekuTvneba:
1) komerciuli an xelSekrulebiTi samarTali;
2) antimonopoliuri kanonmdebloba;
3) sagadasaxado kanonmdebloba;
4) faswarmoqmnis procesis maregulirebeli samarTleb-
rivi normebi;
5) garemos dacvis kanoni, sanitarul-higienuri normebi
da usafrTxoebis teqnikis gamoyenebis wesebi;
6) SromiTi kanonmdebloba.
rac Seexeba saerTaSoriso samarTlis normebs, isini
moicaven qveynebs Soris urTierTdamokidebulebis saerTo pi-
robebis maregulirebel sakanonmdeblo aqtebis FfarTo wres.
saerTaSoriso arenaze gasulma kompaniebma unda gaar-
kvion isic, Tu sxva qveynebis mosaxleobas rogori kultu-
ruli tradiciebi da wes-Cveulebebi aqvs, radgan xSirad
swored kulturul faseulobebzea damokidebuli ama Tu im
konkretuli saqonlis da momsaxurebis yidva momxmareblis
mier. qveynebis mixedviT gansxvavebulia molaparakebebis war-
marTvis da xelSekrulebebis gaformebis wesic. sxvadasxva
kulturis mqone xalxSi arsebiTad gansxvavebulia egreT wo-
debuli “munji ena”-araverbaluri SetyobinebebiT dakavSireba
erTmaneTTan.
500
kulturuli tradiciebiT gansazRvrul samomxmareblo
Cvevebze uamravi magaliTis moyvana SeiZleba. ase, magaliTad:
frangi mamakaci meuRlesTan SedarebiT saSualod orjer met
parfiumeria-kosmetikis nawarms moixmars; italielebTan Se-
darebiT germanelebi da frangebi ufro met samarko makarons
miirTmeven; evropisgan gansxvavebiT saqarTveloSi didi rao-
denobiT moixmareba puri da purproduqtebi; qarTvelebi mci-
rewlovani gogonebis tansacmelSi upiratesobas vardisfers
aniWeben, belgiaSi ki am mizniT cisferi gamoiyeneba; rac See-
xeba belgieli mcirewlovani vaJebis tansacmels, mis gasaw-
yobad upiratesobas vardisfer arSias aniWeben; amerikelebis-
gan gansxvavebiT Cinelebi gamagrilebel sasmelebs mcire
odenobiT miirTmeven.
saqmiani urTierTobis normebi da tradiciebic arsebi-
Tad aris gansxvavebuli qveynebis mixedviT. maTi codnis ga-
reSe kompaniaTa menejerebs gauWirdebaT urTierTobis damya-
reba adgilobriv saqmian wreebTan da saerTod SeiZleba verc
ki SeZlon molaparakeba TanamSromlobaze. ase, magaliTad:
safrangeTSi saerTaSoriso dokumentebis momzadebisas upira-
tesoba frangul enas eniWeba; iaponeli menejerebi molapara-
kebis dros daaxloebiT 6 wamian pauzas akeTeben; italiele-
bi, germanelebi da frangebi manipulaciad Tvlian situaciis
gasaneitraleblad molaparakebis dasawyisSi raime sasiamov-
noze saubars; did britaneTSi da aSS-Si saqmiani vaxSami
ubraloebiT gamoirCeva, germaniaSi ki, piriqiT, mas Zalian
did mniSvnelobas aniWeben; germanelis mier saqmian vaxSamze
miwveva pativiscemis da ndobis gamoxatulebaa; Sveicarielebi
da germanelebi did mniSvnelobas aniWeben punqtualobas,
isini Sexvedrebze ar igvianeben da sxvebisganac amas moiTxo-
ven; samxreT evropis da laTinuri amerikis zogierT qveyana-
Si droisadmi “Tavisufali” midgomaa; aSS-Si savizito ba-
raTebis gadacema da CamorTmeva swrafad da yovelgvari zed-
501
meti formalobis gareSe xdeba, iaponelebisTvis, piriqiT, es
mniSvnelovani movlenaa. iaponels savizito baraTi orive xe-
liT ukavia maRla, vidre meore mxare guldasmiT ar waikiT-
xavs masze ganTavsebul informacias.
rogorc ukve iTqva, qveynebis mixedviT araverbaluri
enac gansxvavebulia. ase, magaliTad: CineTSi saaTs ar Cuqni-
an, radgan mas sikvdilis simbolod aRiqvamen; taivanSi Tavis
gadaqneva upativcemlobad iTvleba; cxvirze TiTis dadeba
britaneTSi konfidencialobas niSnavs, italiaSi ki megob-
rul gafrTxilebas; xelis cera da saCvenebeli TiTiT aso
0-s gamoyvana aSS-Si O key niSnavs, iaponiaSi “fuls”, tunis-
Si ki “me Sen mogklav”; Soreuli aRmosavleTis qveynebSi
TeTri feria samgloviaro, laTinur amerikaSi mewamuli, ev-
ropaSi ki Savi.
saerTaSoriso marketologebma kulturuli garemos
faqtorebis gacnobisa da gaanalizebis Semdeg unda miiRon
gadawyvetileba maTze reagirebasTan dakavSirebiT.
globalizaciis procesSi sul ufro da ufro izrdeba
marketingze sainformacio teqnologiuri garemos gavlena.
XX saukunis bolos eleqtronikasa da sainformacio teqno-
logiebSi ganxorcielebulma revoluciurma cvlilebebma ar-
sebiTad gaafarTova saerTaSoriso kompaniebis moqmedebis
areali, daxvewa da srulyofili gaxada maT mier gamoyenebu-
li marketinguli meTodebi da xerxebi.
telefonma da internetma SesaZlebeli gaxada msoflio
bazaars dakavSirebodnen ara marto msxvili, aramed mcire
sawarmoebic. dainerga da ganviTarda globaluri eleqtronu-
li komercia, romelmac axali SesaZleblobebi Seqmna saerTa-
Soriso marketingis ganviTarebisTvis. dReisTvis internetis
daxmarebiT SesaZlebelia msoflios nebismieri qveynis mom-
xmarebels miewodos informacia saqonlisa da momsaxurebis
Sesaxeb, Camoyalibdes moTxovna ama Tu im kompaniis produq-
502
tze, adamianma iyidos esa Tu is saqoneli. momxmarebels sax-
lidan gamousvlelad SeuZlia garigebebis dadeba. saqoneli
myidvels SeiZleba gadaeces mis ofisSi, saxlSi, binaSi in-
formaciis saxiT. arsebuli momsaxurebis miwodeba myidve-
lisTvis SesaZlebelia eleqtronuli saSualebebis gamoyene-
biT. SesaZlebeli gaxda msoflios wamyvan birJebze vaWroba-
Si monawileobis miReba.
saerTaSoriso marketologebs internetis globaluri
qseli informaciis sxva arxebTan SedarebiT saSualebas aZ-
levs:
1) swrafad miiRon maTTvis aucilebeli informa-
cia;
2) operatiulad Caataron marketinguli RonisZi-
ebebi (Secvalon fasebi, ganaTavson reklama,
Secvalon saqonlis miwodebis meTodebi da
a.S);
3) miiRon sruli informacia konkurentebze;
4) daukavSirdnen momxmarebels msoflios sxva-
dasxva kuTxeSi;
5) damoukideblad da swrafad moZebnon biznes--
partniorebi msoflios sxvadasxva qveyanaSi da
operatiulad daamyaron maTTan kontaqti.
19.3. sagareo bazrebze gasvlis marketinguli

strategiebi
saerTaSoriso bazrebze gasvlasTan dakavSirebiT gadaw-

yvetilebis miRebis Semdeg sawarmoebi amuSaveben marketin-
gul strategiebs. praqtikaSi ganasxvaveben saerTaSoriso
bazrebze gasvlis sam sabazo strategias. maT miekuTvneba:
1) importuli da eqsportuli operaciebis gan-
xorcieleba;
2) sakontraqto SeTanxmebis dadeba;
503
3) saerTaSoriso pirdapiri investiciebi.
riskisa da kontrolis done saerTaSoriso bazrebze
gasvlis sabazo strategiebis mixedviT gansxvavebulia (ix.
nax.19.2.).
gadawyvetileba sazRvargareTidan saqonlis Semotanas-
Tan (importirebasTan) dakavSirebiT sawarmoebis mier miiReba
adgilobrivi moTxovnis Sefasebis Semdeg. ganasxvaveben pir-
dapir da arapirdapir imports. pirdapiri importis dros
saqoneli qveyanaSi SeaqvT pirdapir mwarmoebeli qveynidan.
importirebuli saqoneli SeiZleba iyos samomxmareblo, SeiZ-
leba sawarmoo daniSnulebis. arapirdapiri importi gulis-
xmobs qveyanaSi naxevarfabrikatebis da makompleqtebeli mow-
yobilobebis Semotanas importirebul manqana-danadgarebSi
gamosayeneblad. saqonlis importTan erTad, romelsac “xi-
lul” imports uwodeben, xorcieldeba “uxilavi” importic.
uxilavi importi gulisxmobs ucxouri valutiT anazRaure-
bul ama Tu im momsaxurebas, magaliTad, tvirTis gadazidvas,
dazRvevas, sabanko operaciebs da a. S.
504
kontrolis done
maRali saSualo dabali
importi sakontraqto pirdapiri

eqsporti SeTanxmeba investiciebi
frenSaizingi sawarmoo
licenzireba simZlavreebis
pirdapiri subsanardo Seqmna
arapirdapiri SeTanxmeba amwyobi
simZlavreebis
Seqmna
dabali saSualo maRali
riskis done
nax. 19.2. saerTaSoriso bazrebze gasvlis

sabazo strategiebi
eqsportSi igulisxmeba mocemul konkretul qveyanaSi

warmoebuli saqonlis sazRvargareT gatana gayidvis da moge-
bis miRebis mizniT. importis msgavsad eqsportic aris pir-
dapiri da arapirdapiri, “xiluli” da “uxilavi”. pirdapiri
eqsportis dros sawarmoebs saqoneli gaaqvT sazRvargareT,
rac Zalian sariskoa, magram SeuZlia didi mogebis motana.
sawarmoebs pirdapiri eqsportis ganxorcieleba ramdenime
gziT SeuZliaT: sawarmo qmnis saeqsporto qvedanayofs; sa-
warmo sazRvargareT savaWro filials afuZnebs; produqciis
qveynis gareT gasatanad sawarmo iyenebs sazRvargareTel
distributorebs an savaWro agentebs. distributorebi moce-
505
muli sawarmodan yiduloben saqonels SemdgomSi gayidvis
mizniT, agentebi ki sakomisio sawyisebze yidian sawarmos sa-
qonels. arapirdapiri eqsporti xorcieldeba saerTaSoriso
marketinguli Suamavlebis mier. maT miekuTvneba: eqsportiT
dakavebuli adgilobrivi sawarmoebi da agentebi, kooperaciu-
li sawarmoebi, saxelmwifo saeqsporto saagentoebi. arapir-
dapiri eqsporti nakleb xarjebs moiTxovs, amitom sawarmoe-
bi saqonlis sazRvargareT gatanas arapirdapiri eqsportiT
iwyeben.
importis da eqsportis dros kontrolis xarisxic da-
balia da riskis donec.
sakontraqto SeTanxmebis pirobebSi kompaniebi TavianT
bizness aerTianeben sxva qveynebis partniorebTan. sakontraq-
to SeTanxmeba SeiZleba ganxorcieldes licenzirebis, fren-
Saizingis da subsanardo SeTanxmebis saxiT.
kompaniisTvis licenzireba sazRvargareTis bazrebze
gasvlis martivi xerxia. am SemTxvevaSi kompania xelSekru-
lebas aformebs licenziatTan sazRvargareTis bazarze. dade-
buli xelSekrulebis Tanaxmad licenziats SeuZlia gamoiye-
nos mocemuli kompaniis savaWro marka, teqnologia, patenti
gansazRvruli anazRaurebis fasad. licenzirebis dros kom-
pania sazRvargareTis bazarze Sedis riskis gareSe. am Sem-
TxvevaSi licenziantic igebs, radgan mas ar uwevs Tavisi
saqmis nulidan dawyeba. amasTan licenzireba naklovanebebi-
Tac xasiaTdeba. licenziis gamcem kompaniebs licenziatis ga-
kontrolebis SesaZleblobebi umcirdebaT. isic SesaZlebe-
lia, rom kompaniam licenziatis saxiT TavisTvis Zlieri
konkurenti sawarmos Seqmnas Seuwyos xeli.
frenSaizingi sazRvargareTis bazrebze gasvlis erT-er-
Ti gavrcelebuli gzaa. licenzirebis msgavsad frenSaizingis
SemTxvevaSic sazRvargareT biznesis ganxorcielebis riski
mcirdeba. rogorc cnobilia, biTumad da sacalod movaWre
506
sawarmoebi (frenSizebi) Tanxmdebian mwarmoebeli sawarmoebis
(frenSaizebis) gansazRvrul moTxovnebs maTi produqtebis
gayidvis uflebis mopovebis, maTi saxelwodebebis gamoyene-
bis, sxvadasxva saxis momsaxurebis miRebis sanacvlod. ro-
gorc praqtikam uCvena, saerTaSoriso frenSaizingis efeqtia-
noba damokidebulia imaze, Tu ramdenad sworad SeZleben
frenSizebi da frenSaizerebi standartuli midgomebis da
adgilobrivi momxmareblebis moTxovnebis SesabamisobaSi moy-
vanas.
subsanardo SeTanxmebis dros sazRvargareTuli kompani-
ebis produqti adgilobriv sawarmoebSi iqmneba. bevrma dasav-
lurma kompaniam swored subsanardo SeTanxmebiT SeaRwia ta-
ivanis bazarze. sakontraqto SeTanxmebis am saxis gamoyenebis
dros sawarmoo procesebis kontrolis SesaZlebloba kompa-
niebs umcirdebaT. isini kargaven potenciuri maragebis na-
wilsac. miuxedavad amisa, sazRvargareT saqmianobis mcire
riskis pirobebSi gafarToebis gamo, sakontraqto SeTanxmebis
am formis gamoyenebas kompaniebi saTanado yuradRebas aqce-
ven. subsanardo kontraqtebi aqvs gaformebuli amerikul
kompania Sears-s meqsikasa da espaneTSi adgilobriv mwarmo-
eblebTan Tavisi produqtebis, pirvel rigSi, tansacmlis
warmoebasTan dakavSirebiT.
pirdapir investiciebSi igulisxmeba fulis dabandeba
sazRvargareT sakuTari sawarmos Sesaqmnelad. es sawarmo Se-
iZleba iyos sawarmoo an amwyobi tipis. pirdapir investire-
bas kompaniebi mimarTaven maSin, roca maT aqvT eqsportis ga-
mocdileba, sazRvargareTis bazari didia da kargadac viTar-
deba. finurma mobiluri telefonebis firma Nokia-m CineTis
bazarze, Tavdapirvelad, SeaRwia erToblivi sawarmos Seq-
mniT. SemdgomSi man yvela adgilobrivi erToblivi sawarmo
gaaerTiana da daiwyo CDMA tipis telefonebis adgilobri-
vi warmoeba.
507
pirdapir investirebas axasiaTebs mTeli rigi upirate-
sobebi, kerZod, SesaZlebeli xdeba adgilobrivi iafi muSaxe-
lis gamoyeneba, adgilobrivi momxmareblebis moTxovnebTan
produqtis ukeTesad adaptacia, investiciebis maqsimalurad
gakontroleba, prestiJis amaRleba adgilobriv mosaxleobaSi
da a. S. magram pirdapiri investireba naklovanebebiTac xasi-
aTdeba. jer erTi, kompanias SeiZleba gauZneldes Tavisi Se-
mosavlebis qveynidan gatana, meore, SesaZlebelia Seicvalos
xelisufleba da safrTxe daemuqros mis kapitals, mesame,
mosalodnelia qveyanaSi ise Seicvalos ekonomikuri situa-
cia, rom kompania dazaraldes. miuxedavad naklovanebebisa,
dRes pirdapiri investiciebi sazRvargareTis bazrebze gas-
vlis erT-erTi mniSvnelovani gzaa.
19.4. saerTaSoriso marketingis ZiriTadi elementebi
saerTaSoriso marketingis ZiriTad elementebs miekuT-

vneba:
1) marketingul RonisZiebaTa ganxorcielebis organi-
zacia;
2) standartizacia;
3) produqciis gasaRebisa da gadaadgilebis dagegmva;
4) fasebis dagegmva.
marketingul RonisZiebaTa ganxorcielebis organizacia,
pirvel rigSi, iTvaliswinebs saqonlis warmoebis Seguebas
sazRvargareTuli bazrebis moTxovnebTan. amasTan dakavSirebiT
saWiro xdeba saerTaSoriso sasaqonlo strategiebis SemuSave-
ba da realizacia. saerTaSoriso sasaqonlo strategiebSi ga-
moyofen Semdeg strategiebs:
1) ubralod gafarToebis strategia;
2) produqciis adaptaciis strategia;
508
3) “uku” gamogonebis strategia;
4) saqonlis warmoebis Sewyvetis strategia.
ubralod gafarToebis strategia iTvaliswinebs saeq-
sporto saqonlis asortimentze standartul midgomas, e. i.
saqoneli sazRvargareT gaaqvT saxelwodebis, SefuTvis da
sxva sasaqonlo komponentebis Secvlis gareSe. am strategias
kompaniebi iyeneben maSin, roca qveynis Sida bazari ukve aRar
iZleva sakmaris mogebas. saqonlis sazRvargareTis bazrebze
ubralod gafarToebis strategiiT gatanis dros mTavari aq-
centi sasaqonlo asortimentis sworad formirebasa da mar-
Tvaze keTdeba.
produqciis adaptaciis strategiis sazRvrebSi xdeba
misi maxasiaTeblebis SesabamisobaSi moyvana sazRvargareTuli
bazrebis moTxovnebTan. adaptacia SeiZleba Seexos ara marto
saqonlis xarisxs, dizains, aramed mis SefuTvas da momxma-
reblisTvis SeTavazebul momsaxurebasac. saqonlis sazRvar-
gareTeli momxmareblis moTxovnis mixedviT modifikaciis
aucilebloba ganpirobebuli SeiZleba iyos mTeli rigi faq-
torebiT, kerZod, ama Tu im qveynis oficialuri moTxovne-
biT, dabegvris adgilobrivi wesiT, klimaturi pirobebiT da
a. S. qveyanaSi saqonelze gansakuTrebuli standartis arse-
bobis gamo, SeiZleba oficialurad moiTxovon misi maxasia-
Teblebis Secvla. dabegvris adgilobrivma Taviseburebebma
SesaZlebelia mwarmoebels ubiZgos misi modifikaciisken ga-
dasaxadebis Semcirebis mizniT. gansxvavebulma klimaturma
pirobebma SeiZleba gansxvavebuli SefuTva gaxados saWiro.
kompania Philips-ma iaponiis bazarze mogebis miReba daiwyo
imis Semdeg, rac yavadanis zomebi iaponur samzareulos Seu-
sabama. Nokia-m Tavisi mobiluri telefonis modeli 6100-is
niSan-Tvisebebi yvela ZiriTadi bazris moTxovnebis mixedviT
Secvala.
509
“uku” gamogonebis strategias kompaniebi iyeneben ma-
Sin, roca TavianTi produqcia SeaqvT ganviTarebad qveynebSi.
am SemTxvevaSi kompaniebi saeqsportod awarmoeben TaviaaT
qveyanaSi moralurad moZvelebul saqonels. aseTi saqoneli
SeiZleba iyos, magaliTad, xelis sakaso aparatebi, meqaniku-
ri sakeravi manqanebi.
is saerTaSoriso kompaniebi, romelTa mizanic asorti-
mentis sistematuri ganaxlebaa, iyeneben saqonlis warmoebis
Sewyvetis strategias. am strategiis daniSnuleba iseTi
produqciis Seqmnaa, romelsac analogi ar eyoleba. aseTebia
axal moTxovnebebze orientirebuli, principulad axali
produqtebi. saqonlis warmoebis Sewyvetis strategias iye-
nebs avejisa da aqsesuarebis katalogebis gamoyenebiT gamyid-
veli germanuli kompania MBT, romelic asortiments yovel
6 TveSi anaxlebs.
standartizaciaSi, rogorc saerTaSoriso marketingis
elementSi, igulisxmeba marketingis programebis stan-
dartizaciis done, rac praqtikaSi standartuli da
arastandartuli marketinguli kompleqsis damuSavebasa
da gamoyenebaSi vlindeba.
standartuli marketinguli kompleqsi iTvaliswinebs
erTnairi saqonlis miwodebas sazRvargareTuli bazrebisTvis,
erTi da imave sareklamo da saqonelmoZraobis arxebis, er-
Tnairi fasebis gamoyenebas.
standartuli marketinguli kompleqsis pirobebSi
mcirdeba xarjebi, izrdeba mogeba.
arastandartuli marketingis programis pirobebSi ga-
moiyeneba adaptirebuli marketinguli kompleqsi, romlis mi-
xedviT marketingis kompleqsis elementebi SesabamisobaSi
mohyavT yoveli sazRvargareTuli bazris moTxovnebTan. am
dros kompaniebi iyeneben adgilobriv menejerebs, mmarTveloba
aris decentralizebuli.
510
adgilobriv pirobebTan adaptirebuli marketinguli
programebis gamoyenebis dros SesaZlebeli xdeba kompaniis
konkurentuli poziciebis ganmtkiceba, mcirdeba danakargebi
da izrdeba bazris wilis gafarToebis da mogebis gazrdis
SesaZleblobebi.
wminda standartuli an globaluri midgomiT warmate-
biT dainerga msoflioSi iseTi saqoneli, rogoricaa saparsi
Philips, firfitasakravi Sony Walkman. adgilobriv kultu-
rul tradiciebs usadagebs Tavis saqmianobas McDonald’s.
marTalia, is erTi da imave sabazo sawarmoo sqemiT muSaobs,
magram meniu SesabamisobaSi mohyavs adgilobrivi momxmareb-
lebis moTxovnebTan.
ukanasknel wlebSi saerTaSoriso kompaniebi sul ufro
xSirad iyeneben kombinirebul marketingul programebs, rom-
lebic standartuli da adaptirebuli midgomebis SeTanawyo-
bis bazaze yalibdeba. kombinirebuli marketinguli programis
CarCoebSi marketingis kompleqsis zogi aspeqti standartu-
li, zogi ki adaptirebulia. marketingis kompleqsis elemen-
tebis standartulobis an adaptirebis sakiTxi gadawydeba
miznobrivi bazris mixedviT.
produqciis gasaRebis da gadaadgilebis dagegmva iTva-
liswinebs gasaRebis arxebis SerCevas da saqonlis fi-
zikur gadaadgilebas sazRvargareTis bazrebze.
xSirad saqonelmoZraobis tradiciuli arxebis gverdiT
iyeneben saqonlis gadaadgilebis aratradiciul saSualebeb-
sac. saerTaSoriso kompaniaSi saqonlis momxmareblemde mita-
na xorcieldeba sami ZiriTadi arxiT. esenia: gamyidvelis
Stab-bina, qveyanaTaSorisi arxebi da qveynis Sida arxebi. gam-
yidvelis Stab-bina xelmZRvanelobs saqonelmoZraobis arxebs
da TviTonac misi nawilia. saxelmwifoTaSoris arxebs saqo-
neli sxva qveynis sazRvrebamde miaqvs. Sida saxelmwifoebriv
arxebs saqoneli gadaaqvs sazRvris gadakveTis punqtidan sa-
511
boloo momxmareblebamde. isini qveynebis mixedviT arsebiTad
gansxvavebulia erTmaneTisgan.
saerTaSoriso kompaniebma faswarmoqmnis procesSi SeiZ-
leba gamoiyenon Semdegi alternetiuli strategiebi:
1) standartuli fasi yvela sazRvargareTuli baz-
risTvis;
2) ormagi faswarmoqmna;
3) faswarmoqmna konkretuli bazrebisTvis.
standartuli, anu unificirebuli fasebi gamoiyeneba
maSin, roca ama Tu im qveyanaSi gaweuli marketinguli xar-
jebi imdenad dabalia, rom ar SeuZlia gavlena moaxdinos
fasis sidideze. standartuli fasebis gamoyenebis dros
kompania darwmunebuli unda iyos, rom im qveynis bazarze,
sadac maT SeaqvT saqoneli, ar gamoCndeba analogiuri saqon-
lis ufro dabal fasad gamyidveli konkurentebi.
ormagi faswarmoqmnis strategia iTvaliswinebs gansxva-
vebuli fasebis dawesebas erovnuli da sazRvargareTuli
bazrebisTvis.
faswarmoqmnis mesame strategia_faswarmoqmna konkretu-
li qveynisTvis ufro moqnilia. am strategiis Sesabamisad
fasebis daweseba xorcieldeba adgilobrivi pirobebis gaTva-
liswinebiT.
saerTaSoriso marketingSi mniSvnelovan rols asru-
lebs transfertuli faswarmoqmna. transfertulia fasi,
romliTac saqoneli gadaadgildeba kompaniis SigniT. dReis-
Tvis saerTaSoriso kompaniebis umetesobas sxvadasxva qveyana-
Si aqvs Svilobili kompaniebi da filialebi. amitom tran-
sfertuli faswarmoqmnis sazRvrebi sakmaod farToa. tran-
sfertuli fasi gonivrul sazRvrebSi unda dawesdes. Tu
transfertuli fasi Zalian maRali dawesdeba, SesaZlebelia
kompanias mouwios ufro meti gadasaxadis gadaxda. Tu tran-
512
sfertuli fasi iqneba Zalian dabali, igi SeiZleba dempingSi
daadanaSaulon.
arsebobs transfertuli faswarmoqmnis sami saxe:
1) transferti TviTRirebulebis mixedviT. am Sem-
TxvevaSi fasi dgindeba sawarmoo danaxarjebis
doneze da sazRvargareTis filiali Tavis anga-
riSze iwers firmis mier miRebul mTel Semosa-
vals. es imas niSnavs, rom firmis sawarmoo
rgolis saqmianoba fasdeba efeqtianobis da ara
momgebianobis mixedviT.
2) transferti komerciuli fasis mixedviT. am
dros ucxouri qvedanayofi produqtSi ixdis
imdenive Tanxas, ramdensac nebismieri gareSe
myidveli. problemebi warmoiqmneba im SemTxveva-
Si, roca sazRvargareTis filials, produqciis
dabali xarisxis da fasis arakonkurentianobis
gamo, neba eZleva misces SekveTa sxva mimwodeb-
lebs.
3) transferti sqemiT “TviTRirebulebas plus”. am
dros mogeba nawildeba mwarmoebels da ucxour
qvedanayofs Soris. am meTods meti Sansi aqvs
Tavidan aicilon davebi, miaRwion korporaciu-
li mogebis optimizacias da TanamSromlobiT
adgilobrivi da sazRvargareTuli qvedanayofis
ormxriv dainteresebas. transfertuli fasis
Sesaxeb gadawyvetilebis miRebis procesis xel-
mZRvanelad xSirad iniSneba zeda rgolis erT-
erTi mmarTveli.
fasebis dawesebis dros bevri saerTaSoriso kompania
mxedvelobaSi iRebs adgilobriv pirobebs. maTi nawili dabal
fasebs inarCunebs ganviTarebad da naklebad ganviTarebul
qveynebSi saqonlis gamartivebuli variantebis miwodebis da
513
adgilobrivi iafi muSaxelis gamoyenebis gziT. zogjer daba-
li fasi wesdeba bazris gafarToebis an nameti saqonlis Ta-
vidan mocilebis mizniT. ganviTarebul qveynebSi saqonlis
fasi misi maRali xarisxis gamo, rogorc wesi, maRalia.
marketingis saerTaSoriso kompleqsis mniSvnelovani
elementia produqtis sazRvargareTis bazrebze win wasawevad
gatarebuli RonisZiebebi, romelTa efeqtianobac damokidebu-
lia gamoyenebuli meTodebisa da xerxebis adgilobrivi
bazrebis moTxovnebsa da TaviseburebebTan SesabamisobaSi moy-
vanaze. am process specialistebi komunikaciur adaptacias
uwodeben. komunikaciuri adaptaciis procesSi kompaniebi
muSaobas warmarTaven ramdenime mimarTulebebiT:
1) produqciis saxelwodebis dazusteba adgilob-
rivi enis mixedviT;
2) saqonlis gaformebis procesSi feris mimarT
adgilobrivi mosaxleobis damokidebulebis gaTva-
liswineba;
3) saWiroebis SemTxvevaSi yoveli miznobrivi saz-
RvargareTuli bazrisTvis specialuri sareklamo
mimarTvis Sedgena;
4) mTeli sareklamo saqmianobis SesabamisobaSi
moyvana ama Tu im qveynis marketinguli garemos
moTxovnebTan;
5) gasaRebis stimulirebis meTodebisa da xerxe-
bis adaptacia adgilobriv pirobebTan da a. S.
kompaniebs sazRvargareTis bazrebze muSaobis procesSi
uwevT, agreTve, saqonlis da momsaxurebis bazarze win wawe-
vis adgilobrivi praqtikis gaTvaliswineba. bevri magaliTis
moyvana SeiZleba produqtis bazarze win wawevis procesis
daregulirebasTan dakavSirebiT qveynebis mixedviT. ase, maga-
liTad: belgiasa da safrangeTSi akrZalulia sigaretis da
alkoholiani sasmelebis satelevizio reklama; italiasa da
514
avstraliaSi mkacrad kontroldeba bavSvebisTvis gankuTvni-
li sareklamo mimarTvebi; saberZneTSi akrZalulia kuponebis
gavrceleba; safrangeTSi dadgenilia, rom momxmareblisTvis
gadacemuli premiis da saCuqris Rirebuleba ar unda aRema-
tebodes saqonlis fasis 5%-s; saqarTveloSi akrZalulia
alkoholiani sasmelebis da Tambaqos nawarmis reklamireba
sabavSvo, saswavlo da samedicino dawesebulebebSi, kultu-
rul da sportul organizaciebSi da a.S. qveynebis mixedviT
gansxvavebulia reklamirebisTvis gamoyenebuli saSualebebic:
italiaSi reklamireba, ZiriTadad, JurnalebiT xorcielde-
ba; inglisSi reklamis gasavrceleblad upiratesobas saer-
To-nacionalur gazeTebs aniWeben; evropelebs da amerikelebs
urCevniaT saqoneli SeukveTon fostiT da ara telefoniT;
saqarTveloSi ufro prestiJulad satelevizio reklama iT-
vleba, JurnalebTan SedarebiT ki reklamirebis procesSi
upiratesoba gazeTebs eniWeba da a.S.
saerTaSoriso kompaniebis mier SemuSavebuli marketin-
guli strategiebis efeqtianad realizacia uSualod aris
damokidebuli marketingis samsaxurebze. kompaniebis didi na-
wili sazRvargareTis bazrebze saqmianobis swored warmar-
Tvis mizniT, Tavdapirvelad, qmnis eqsportis ganyofilebas,
Semdeg saerTaSoriso qvedanayofs, bolos ki xdeba globalu-
ri organizacia.
eqsportis ganyofilebas kompaniebi qmnian maSin, roca
maTi saerTaSoriso gayidvebi izrdeba. rogorc wesi, am gan-
yofilebis StatSi iricxebian gayidvis menejeri da misi Ta-
naSemweebi. saerTaSoriso gayidvebis gazrdis paralelurad
eqsportis ganyofileba farTovdeba, izrdeba mis mier gan-
xorcielebuli marketinguli samuSaoebis raodenobac. Sesa-
bamisad, am ganyofilebis roli kompaniaSi TandaTanobiT maR-
ldeba. eqsportis ganyofileba saerTaSoriso marketingis
organizaciis martivi formaa, romlis amocana kompaniis mier
515
sazRvargareTis bazrebze produqciis gatanis saqmianobis ko-
ordinaciaSia.
Tu kompania Seqmnis erTobliv sawarmos an ganaxorcie-
lebs pirdapir investiciebs, eqsportis ganyofilebis saqmia-
noba aRar aris sakmarisi sazRvargareT efeqtianad muSaobis
uzrunvelsayofad. aseT SemTxvevaSi saWiro xdeba saerTaSo-
riso qvedanayofis Camoyalibeba. saerTaSoriso qvedanayofi
warmoadgens saerTaSoriso marketingis organizaciis formas,
romelic pasuxismgebelia kompaniis mier sazRvargareT gan-
xorcielebul MmTel saqmianobaze. saerTaSoriso qvedanayo-
fis sxvadasxva samsaxurSi dasaqmebuli arian marketingis,
warmoebis, samecniero kvlevebis, dabegvris, kadrebis specia-
listebi. rogorc praqtika uCvenebs, organizaciuli erTeu-
lebi saerTaSoriso qvedanayofSi iqmneba geografiuli da
saproduqto principebis mixedviT. SeiZleba maT hqondeT sa-
erTaSoriso filialebis saxec.
specialistTa azriT, DdReisTvis saerTaSoriso kompa-
niebi gaxda, WeSmaritad, globaluri organizaciebi, romelTa
xelmZRvaneloba da menejerebi dakavebulni arian sawarmoo
da operaciuli resursebis, marketinguli koncefciebis, fi-
nansuri nakadebis da materialur-teqnikuri momaragebis
globaluri dagegmviT. globaluri operaciuli erTeuli
uSualod emorCileba korporaciis ufross da ara saerTaSo-
riso qvedanayofis ufross.
marketingis specialistebis didi nawilis azriT, erov-
nuli kompaniebisTvis sazRvargareTis bazrebze gasvla obieq-
turi aucileblobaa. isini sTvlian, rom amis gareSe maT ga-
uWirdebaT konkurentunarianobis SenarCuneba erovnul baz-
rebze, radgan saerTaSoriso kompaniebi erovnul kompaniebs
konkurencias adgilobriv bazrebzec uweven. amrigad, konku-
renti sawarmoebis globalizacia adgilobriv kompaniebsac
saqmianobis globalizaciisken ubiZgebs.
516
XIX TavSi gamoyenebuli marketinguli terminebi
saerTaSoriso marketingi
globaluri marketingi
marketinguli saqmianobis integracia
marketinguli saqmianobis standartizacia
globaluri marketinguli garemo
eqsporti
importi
sakontraqto SeTanxmeba
pirdapiri investiciebi
saerTaSoriso sasaqonlo strategia
standartuli fasi sazRvargareTuli bazrebisTvis
ormagi faswarmoqmna
faswarmoqmna konkurentuli qveynebisTvis
transfertuli faswarmoqmna
komunikaciuri adaptacia
eqsportis ganyofileba
saerTaSoriso qvedanayofi
globaluri organizacia
reziume
erovnul sawarmoebs saerTaSoriso bazrebisken ubiZgebs

mravali mizezi, romelTa Soris ZiriTadia: adgilobrivi re-
sursebis SezRuduloba, nameti produqtis gaCena qveyanaSi,
konkurenciis gaZliereba Sida bazrebze, saqonlis gasaRebis
517
bazrebis gafarToeba, savaWro barierebis moxsna sxvadasxva
qveynis mier.
saerTaSoriso bazrebze saqmianoba did riskTanaa dakav-
Sirebuli, romlis Sesamcireblad kompaniebma sagareo
bazarze (an bazrebze) gasvlasTan dakavSirebiT saboloo
gadawyvetilebis miRebamde aucileblad unda Seiswvlon ama
Tu im qveynis ekonomikur, politikur-samarTlebriv, kultu-
rul da sainformacio-teqnologiur garemoSi moqmedi faq-
torebi da maTi gavlena biznesis “keTebaze”. amis Semdeg sa-
warmos xelmZRvanelobam unda miiRos gadawyvetileba imis
Taobaze, Tu ramdeni qveynis bazarze ganaxorcielos biznesi,
e.i unda airCios bazari (an bazrebi). bazris arCeva xdeba sa-
qonlis gayidvis mosalodneli moculobis da misaRebi moge-
bis sididis Sefasebis safuZvelze. amas moyveba gadawyveti-
lebebi sazRvargareTis bazarze (an bazrebze) SesaRwevad ga-
moyenebul marketingul strategiebze da dadgindeba marke-
tingis kompleqsis elementebis struqtura. sawarmom unda
gadawyvitos, Tu rogor gavides sazRvargareTis bazarze eq-
sportis, sakontraqto SeTanxmebebis Tu pirdapiri investi-
ciebis dabandebis gziT. bevri sawarmo Tavis saqmianobas sa-
erTaSoriso doneze TandaTanobiT anviTarebs: jer axorcie-
lebs eqsports, Semdeg mimarTavs erTobliv mewarmeobas, bo-
los ki pirdapir investiciebs. sawarmoTa nawili upirateso-
bas erToblivi sawarmoebis Seqmnas aniWebs. saqonlis pirda-
piri eqsportis dros sawarmoebs TviTon gaaqvT saqoneli
sazRvargareT saeqsporto qvedanayofis, sazRvargareTuli sa-
vaWro filialis, sazRvargareTeli distributorebis an
agentebis gamoyenebiT. arapirdapiri eqsporti xorcieldeba
saerTaSoriso marketinguli Suamavlebis mier. sakontraqto
SeTanxmeba xorcieldeba frenSaizingis, licenzirebis da
subsanardo SeTanxmebis gziT. pirdapiri investiciebi gulis-
xmobs sazRvargareTis bazarze gasvlas sakuTari sawarmos
518
SeqmniT. sazRvargareT muSaobis efeqtianobis uzrunvelyo-
faSi mniSvnelovania, agreTve, saerTaSoriso marketingis or-
ganizaciuli struqturis sworad gansazRvra.
saerTaSoriso marketingi moicavs Semdeg ZiriTad ele-
mentebs: marketinguli RonisZiebebis ganxorcielebis organi-
zacia, standartizacia, produqciis gasaRebis da gadaadgile-
bis dagegmva da fasebis dagegmva. marketingul RonisZiebaTa
ganxorcielebis organizacia, pirvel rigSi, iTvaliswinebs
saqonlis warmoebis Seguebas sazRvargareTuli bazrebis
moTxovnebTan. amasTan dakavSirebiT saerTaSoriso kompaniebi
amuSaveben da praqtikaSi atareben sxvadasxva sasaqonlo
strategiebs. standartizacia, rogorc saerTaSoriso marke-
tingis elementi, gulisxmobs marketingis programebis stan-
dartizaciis dones. muSavdeba da praqtikulad xircieldeba
standartuli, arastandartuli da kombinirebuli marketin-
guli programebi. produqtis gasaRebisa da gadaadgilebis
dagegmva iTvaliswinebs gasaRebis arxebis SerCevas da saqon-
lis fizikur gadaadgilebas sazRvargareTel momxmareblamde.
saerTaSoriso kompaniebi faswarmoqmnis sxvadasxva strategi-
ebs iyeneben. maT miekuTvneba standartuli anu unificirebu-
li fasi mTeli msofliosTvis, ormagi faswarmoqmna da fas-
warmoqmna konkretuli bazrebisTvis. saerTaSoriso kompanie-
bis umetesobas aqvs filialebi da Svilobili sawarmoebi,
amitom isini farTod iyeneben transfertul faswarmoqmnas.
saerTaSoriso marketingis efeqtianobaSi did rols
komunikaciuri adaptacia asrulebs. igi iTvaliswinebs saqon-
lis da momsaxurebis bazarze win wawevis procesSi gamoyene-
buli meTodebisa da xerxebis SesabamisobaSi moyvanas saz-
RvargareTuli bazris (an bazrebis) moTxovnebTan.
saerTaSoriso marketingis efeqtianoba damokidebulia,
agreTve, marketingis samsaxurebis sworad organizaciaze.
rogorc wesi, sazRvargareTis bazarze (an bazrebze) samuSa-
519
od kompaniebi jer qmnian eqsportis ganyofilebas, Semdeg,
saqmianobis gafarToebis Sesabamisad, saerTaSoriso qvedana-
yofs, bolos ki, Tu kvlav gaafarToeben TaviaTi sazRvarga-
reTuli bazrebis raodenobas, xdebian globalurebi.
520
t e s t e b i
marketingis safuZvlebis kursis aTvisebis

donis TviTSefasebisTvis
521
oTxi savaraudo pasuxidan airCieT erTi pasuxi.
testi 1
romel saukuneSi gaCnda pirvelad cneba “marketingi”?
 XVIII saukuneSi
 XVIII-XIX saukuneebis mijnaze
 XX saukuneSi
 XIX-XX saukuneebis mijnaze
testi 2
romel qveyanaSi gaCnda pirvelad cneba “marketingi”?
 inglisSi
 aSS-Si
 germaniaSi
 safrangeTSi
testi 3
adrindel marketings filip kotlerma uwoda:
 mezoliTuri
 neandertaluri
 paleoliTuri
 neoliTuri
522
testi 4
adrindeli marketingi gaigivebuli iyo:
 warmoebasTan
 faswarmoqmnasTan
 gasaRebasTan
 saqonlis bazarze win wawevasTan
testi 5
sawarmoebSi specializebuli marketinguli qvedanayofebi Se-

iqmna misi evoluciuri procesis erT-erT etapze, kerZod:
 pirvel etapze
 meore etapze
 mesame etapze
 meoTxe etapze
testi 6
dReisaTvis marketingi esmiT rogorc:
 sasaqonlo koncefcia
 mmarTvelobiTi koncefcia
 funqciuri koncefcia
 aRwerilobiTi koncefcia
testi 7
moTxovnaSi igulisxmeba:
 moTxovnilebis fuliT uzrunvelyofili nawili
523
 saqonlis is raodenoba, romelic gamotanilia an Se-
iZleba gamotanili iqnes bazarze gasayidad
 aqti, romelic saSualebas aZlevs adamians, miiRos
sasurveli obieqti samagieros SeTavazebis gziT
 komerciuli xasiaTis gacvla or mxares Soris
524
testi 8
miwodeba aris:
 bazarze saqonlis sayidlad gamotanili fulis rao-

denoba
 saqonlis yidva-gayidvis procesSi damyarebuli urTi-
erTobebi
 saqonlis is raodenoba, romelic gamotanilia an Se-
iZleba gamotanili iqnes bazarze gasayidad
 gasayidad warmoebuli produqti
testi 9
warmoebis srulyofis koncefciis mixedviT sawarmoTa xel-

mZRvanelebma TavianTi Zalisxmeva unda moaxmaron:
 momxmarebelTa Seswavlas
 bazris prognozirebas
 warmoebis srulyofas da gasaRebis sistemis efeqtia-
nobis amaRlebas
 konkurentebis Seswavlas
testi 10
saqonlis srulyofis koncefcia Seesabameba bazaars,romlis

pirobebSic:
 moTxovna tolia miwodebis

 miwodeba aRemateba moTxovnas
 moTxovna aRemateba miwodebas
525
 moTxovna miwodebasTan SedarebiT swrafi tempiT iz-
rdeba
526
testi 11
warmoebis srulyofis koncefcia gamoiyeneba maSin, roca:
 moTxovna aRemateba miwodebas

 miwodeba aRemateba moTxovnas
 moTxovna tolia miwodebis
 miwodeba moTxovnasTan SedarebiT swrafi tempiT iz-
rdeba
testi 12
romelma marketingulma koncefciam daakavSira erTmaneTTan

sawarmos, momxmareblebis da mTeli sazogadoebis interesebi:
 warmoebis srulyofis koncefciam

 saqonlis srulyofis koncefciam
 uSualod marketingis koncefciam
 socialur-eTikuri marketingis koncefciam
testi 13
uSualod marketingis koncefcia gamoiyeneba maSin, roca:
 miwodeba sakmaod aRemateba moTxovnas

 miwodeba naklebia moTxovnaze
 miwodeba tolia moTxovnis
 miwodeba bevrad naklebia moTxovnaze
527
testi 14
bazris kompleqsuri gamokcleva, sasaqonlo asortimentis

gansazRvra, sabazro strategiis Camoyalibeba, moTxovnis
formireba da gasaRebis stimulireba SeiZleba mivakuTvnoT:
 marketingis funqciebs
 marketingis principebs
 marketingis saxeebs
 marketingis tipebs
testi 15
is saerTo niSan-Tvisebebi, fuZemdebluri wesebi, romelTac

unda daemyaros marketinguli saqmianoba sxvadasxva sawarmo-
Si, aris:
 marketingis funqciebi
 marketingis elementebi
 marketingis principebi
 marketingis koncefciebi
testi 16
marketingis ZiriTad saxes warmoadgens:
 produqtze an momsaxurebaze orientirebuli marke-

tingi
 mimwodebelze orientirebuli marketingi
 Suamavlebze orientirebuli marketingi
 sakontaqto auditoriaze orientirebuli marketingi
528
testi 17
im SemTxvevaSi, roca sawarmos mizania axali saqonlis Seqmna

an arsebulis gaumjobeseba, gamoiyeneba:
 momxmarebalze orientirebuli marketingi

 produqtze an momsaxurebaze orientirebuli marke-
tingi
 moTxovnis sawinaaRmdegod moqmedi marketingi
 aradiferencirebuli marketingi
testi 18
im SemTxvevaSi, roca sawarmos mizania bazridan momdinare

moTxovnilebebis dakmayofileba, iyenebs:
 produqtze an momsaxurebaze orientirebul marke-

tings
 momxmarebalze orientirebul marketings
 masobriv marketings
 makromarketings
testi 19
sazogadoebrivi warmoebis qvedanayofebis Sesabamisad gamoiye-

neba marketingis Semdegi tipi:
 samomxmareblo saqonlis marketingi

 diferencirebuli marketingi
 koncentrirebuli marketingi
529
testi 20
is konkretuli saSualebebi, teqnologiebi, procedurebi da

organizaciuli struqturebi, romlebic uzrunvelyofen gac-
vlis procesis realurad ganxorcielebas, Seadgenen:
 marketingis funqciebs
 marketingis tipebs
 marketingis sistemebs
 marketingis saxeebs
testi 21
marketingis marTvis procesis ZiriTad etapebs ar miekuTvne-

ba:
 sabazro SesaZleblobebis analizi

 miznobrivi bazrebis SerCeva
 Suamavlebis moTxovnilebebis gaTvaliswineba
 marketingis kompleqsis damuSaveba
testi 22
koncefcia 4p-s mixedviT marketingis kompleqsSi ar Sedis:
 sasaqonlo politika
 fasebis politika
 gasaRebis politika
 kontrolis politika
530
testi 23
yvelaferi, rac SeiZleba moimoqmedos sawarmom miznobriv ba-

zarze zemoqmedebis mosaxdenad, Sedis:
 bazris segmentaciaSi
 marketingis kompleqsSi
 stimulirebis kompleqsSi
 saqonlis gasaRebis meTodebSi
testi 24
sawarmoebSi marketingis samsaxurebis Seqmnis principebSi ar

Sedis:
 funqciuri principi
 sasaqonlo principi
 imijis Seqmnis principi
 sabazro principi

testi 25
strategiuli dagegmvis etapebs ar miekuTvneba:
 sawarmoo programis damuSaveba

 sawarmos ganviTarebis gegmebis analizi
 sawarmos zrdis (an Semcirebis) strategiis gansaz-
Rvra
 sasaqonlo asortimentis gansazRvra
531
testi 26
sawarmos miznebsa da maTi miRwevis potenciur SesaZleblo-

bebs Soris strategiuli Sesabamisobis Seqmnis da SenarCune-
bis mmarTvelobiT process uwodeben:
 operatiul dagegmvas
 taqtikur dagegmvas
 saSualovadian dagegmvas
 strategiul dagegmvas

testi 27
biznes-gegmis struqturaSi calke qvedanayofad ar gamayofen:
 marketingis gegmas
 menejmentis gegmas
 safinanso gegmas
 sawarmoo gegmas
testi 28
marketingis kontroli unda iyos:
 strategiuli mimarTulebis
 martivi
532
 ekonomiuri
 samive pasuxi sworia
testi 29
strategiul kontrols uwodeben:
 marketing-menejments
 marketing-audits
 marketingis kompleqss
 marketingis principebs
testi 30
marketingis funqciur SemadgenlebSi ar Sedis:
 saqoneli
 fasi
 ganawileba
 koncefciebi
testi 31
sawarmos Sida marketingul garemoSi Sedian:
 Suamavlebi
 momxmareblebi
 konkurentebi
testi 32
533
is sawarmoebi, romlebic mocemul konkretul sawarmos ama-
rageben materialuri, adamianiseuli da finansuri resurse-
biT, arian:
 mimwodeblebi
 adgilobrivi sazogadoeba
 xalxis farTo masebi
 masobrivi informaciis saSualebebi
testi 33
sawarmoTa saqmianobaze moqmed ZiriTad Zalas (faqtors)

warmoadgens:
 demografiuli garemo
 kulturuli garemo
 sakontaqto auditoria
 arc erTi pasuxi ar aris swori
testi 34
savaWaro SuamavlebSi ar Sedian:
 agentebi
 brokerebi
 komivoiaJorebi
 marketinguli momsaxurebis saagentoebi
testi 35
makrogaremoSi moqmed faqtorebs ar miekuTvneba:
 kulturuli faqtorebi
534
 politikuri gaqtorebi
 bunebriv-klimaturi pirobebi
testi 36
marketinguli kvlevis zogadi meTodia:
 deduqcia
 sabalanso meTodi
 dinamikuri mwkrivebis ageba
 saindeqso meTodi
testi 37
marketinguli kvlevis konkretuli meTodia:
 induqcia
 dialeqtikuri meTodi
 sinTezi
testi 38
logikuri azrovnebis uzogades meTods, romelic gulis-

xmobs bazarze arsebuli movlenebisa da procesebis ganviTa-
rebasa da urTierTkavSirSi Seswavlas, uwodeben:
 induqcias
 deduqcias
 dialeqtikur meTods
 statistikur meTods
535
testi 39
marketinguli kvlevis obieqti ar aris:
 bazris subieqtebi
 warmoebis sferos ganviTarebis maCveneblebi
 mimoqcevis sferos ganviTarebis maCveneblebi
 menejmentis sistema
testi 40
marketinguli kvlevis obieqti ar aris:
 bazris ganviTarebis regionuli Taviseburebebi

 statistikuri maCveneblebis sistema
 konkurentTa saqmianoba
 saqonlis warmoebis da gasaRebis stimulireba
testi 41
bazris ganviTarebis prognozirebis meTodi ar aris:
 eqstrapolacia
 ekonomikur-maTematikuri meTodebi
 eqspertuli Sefaseba
testi 42
536
marketingul informacias ganasxvaveben::
 Tematikis mixedviT
 gamoyenebis jeradobis mixedviT
 warmoqmnis wyaroebis mixedviT
testi 43
marketinguli kvlevis saxeebSi ar Sedis:
 kabineturi kvleva
 savele kvleva
 kabinuri kvleva
 paneluri kvleva
testi 44
marketinguli kvleva, romelic emyareba, ZiriTadad, meorad
informacias, aris:
 multisponsoruli kvleva
 paneluri kvleva
 savele kvleva
 kabineturi kvleva
testi 45
specialurad gamoyofil adamianTa jgufebis an organizacie-

bis perioduli kvleva aris:
 kabineturi
 multiklienturi
537
 savele
 paneluri
testi 46
marketinguli kvlevis etapebSi ar Sedis:
 problemis gamovlena
 kvlevis koncefciis damuSaveba
 informaciis Sekreba
 miRebuli Sedegebis praqtikaSi gatareba
testi 47
pirveladi informaciis Segrovebis meTodi ar aris:
 gamokiTxva
 dakvirveba
 eqsperimenti
 eqstrapolacia
testi 48
dakvirvebis meTodis gamoyenebis dros mTavaria:
 damkvirveblis profesionalizmi
 respondentis ganaTlebis done
 dakvirvebis drois SerCeva
testi 49
Sida bazris marketinguli kvlevebi, ZiriTadad, emyareba:
538
 dakvirvebis meTods
 gamokiTxvis meTods
 eqsperiments
 samive meTods Tanabrad
testi 50
miznobrivi(segmentis) marketingi ar iTvaliswinebs:
 bazris klasifikacias
 bazris segmentacias
 saqonlis pozicionirebas bazarze
 bazris miznobrivi segmentis gamoyofas
testi 51
bazris jgufebad dayofas erTgvarovani niSnis mixedviT
uwodeben:
 segmentacias
 segregacias
 sedimentacias
 sekvestracias
testi 52
momxmarebelTa did jgufs bazris SigniT, gamoyofils rome-
lime niSnis mixedviT, uwodeben:
 segnets
 segments
 sekrets
 septeks
testi 53
539
samomxmareblo saqonlis bazris segmentaciis ZiriTads niS-
nebs ar miekuTvneba:
 geografiuli niSani
 demografiuli niSani
 fsiqografiuli niSani
 politikuri niSani
testi 54
demografiuli niSnis mixedviT segmentacia ar iTvaliswinebs
bazris dayofas segmentebad:
 ojaxebis raodenobis mixedviT

 ojaxebis sasicocxlo ciklis etapebis mixedviT
 cxovrebis wesis mixedviT
 religiuri niSnis mixedviT
testi 55
sawarmo niSis marketings mimarTavs maSin, roca:
 SezRuduli aqvs resursebi

 bevri aqvs resursebi
 Zalian bevri aqvs resursebi
 ara aqvs resursebi
testi 56
sqesis mixedviT bazris segmentacia gamoiyeneba:

 samkervalo mrewvelobaSi
 avejis warmoebaSi
 safeiqro mrewvelobaSi
 saojaxo saqonlis warmoebaSi
540
testi 57
kosmetikuri saSualebebis mwarmoebeli sawarmoebi bazris

segmentacias axorcieleben:

 ojaxis sasicocxlo ciklis etapis mixedviT
 dasaqmebis saxis mixedviT
 sqesis mixedviT
testi 58
kulturul-sayofacxovrebo daniSnulebis saqonlis mwarmoe-

beli da gamsaRebeli firmebi bazris segmentacias axorcie-
leben

 religiuri rwmenis mixedviT
 erovnebis mixedviT
 sqesis mixedviT
testi 59
541
momxmarebelTa erToblioba, romelic xasiaTdeba SeTavazebu-
li saqonlisa da marketingis kompleqsze erTtipiuri reaq-
ciiT, aris:
 bazris segmenti
 bazris wili
 bazris tevadoba
 bazris koniunqtura
testi 60
televizorebis mwarmoebeli da gamsaRebeli firmebi bazris

segmentaciis dros iTvaliswineben:
 ojaxis raodenobas
 sqess
 asaks
 religiur rwmenas
testi 61
msubuqi avtomobilebis mwarmoebelma da gamsaRebelma firmeb-

ma bazris segmentaciis dros unda gaiTvaliswinon:
 ganaTlebis done
 erovneba
 Semosavlebi
 religiuri rwmena
542
testi 62
Zalisxmevis koncentracias momxmarebelTa mcire jgufze

ewodeba:
 diferencirebuli marketingi
 koncentrirebuli marketingi
 arc erTi pasuxis ar aris swori
testi 63
diferencirebuli marketingi iTvaliswinebs:
 bazris srul momcvelobas

 bazris ramdenime segmentis aTvisebas
 bazris niSis aTvisebas
testi 64
bazris momcvelobis strategiis SerCevisas sawarmoebi iTva-

liswineben:
 sasaqonli resursebis raodenobas

 resursebis mimwodeblebis raodenobas
 saqonlis asortimentis sirTules
543
testi 65
bazarze momxmareblis qcevaze gavlenas ar axdens:
 kulturuli faqtorebi
 socialur-ekonomikuri faqtorebi
 samarTlebrivi faqtorebi
 pirovnuli faqtorebi
testi 66
bazarze momxmareblis qcevis ganmsazRvrel kulturul faq-

torebSi Sedis:
 kultura
 subkultura
 socialuri klasi
 yvela pasuxi sworia
testi 67
samomxmareblo saqonlis yidvaze gadawyvetilebis miRebis
procesis ZiriTadi etapia:
 informaciis moZieba
 mimwodeblis SerCeva
 SekveTis Sedgena
 mimwodeblis muSaobis Sefaseba
testi 68
544
samomxmareblo saqonlis yidvaze gadawyvetilebis miRebis
procesSi monawile subieqtebs miekuTvneba:
 iniciatori
 yidvaze uSualod gadawyvetilebis mimRebi piri
 myidveli
testi 69
samomxmareblo saqonlis yidvaze gadawyvetilebis misaRebad

saWiro informaciis moZieba ar xdeba:
 megobrebis wreSi
 reklamidan
 masobrivi informaciis saSualebebidan
 uSualod mwarmoebel sawarmoebSi
testi 70
sawarmoo daniSnulebis saqonlis yidvaze gadawyvetilebis

misaRebad saWiro informacias specialistebi, ZiriTadad,
iReben:
 mezoblebidan
 ojaxis wevrebidan
 katalogebidan, cnobarebidan
 farTo sazogadoebidan
545
testi 71
wminda konkurencia dReisTvis arsebobs:

 fasiani qaRaldebis bazarze
 tansacmlis bazarze
 avtomobilebis bazarze
 televizorebis bazarze
testi 72
fasebis sidideze gavlenis moxdena ar SeuZlia calkeul

gamyidvels:
 wminda konkurenciis bazarze

 monopolisturi konkurenciis bazarze
 wminda monopoliis bazarze
 samive saxis bazarze
testi 73
konkurenciis sabazo strategiaSi ar Sedis:
 TviTRirebulebis Semcirebis strategia
 produqtis diferencirebis strategia
 inovaciis strategia
 bazarze SeRwevis strategia
testi 74
konkurent firmebs Soris TanamSromlobis ZiriTadi formaa
:
 Zalebis balansi
 lideroba
546
 imperia
testi 75
samomxmareblo saqonlis gasaRebis marketinguli strategia
ar aris damokidebuli:
 saqonlis daniSnulebaze
 saqonlis gamoyenebis xangrZlivobaze
 momxmareblis myidvelobiT Cvevebze
 saqonlis warmoebis procesSi gamoyenebul nedleul-
ze
testi 76
saqonlis bazarze danergvis etapze:
 mogeba didia
 stimulirebis xarjebi mcirea
 fasebi dabalia
 vaWroba xSirad wamgebiania
testi 77
saqonlis sasicocxlo ciklis is etapi, romlis drosac

konkurentebi sul ufro xSirad yidian saqonels Semcire-
bul fasebSi, cdiloben axali saqonlis Seqmnas, mogeba iw-
yebs stabilizacias an Semcirebas, aris:
 bazarze danergvis etapi
547
 gayidvis moculobis zrdis etapi
 simwifis etapi
 dacemis etapi
testi 78
saqonlis bazarze danergvis etapze:
 mogebis sidide mniSvnelovania

 konkurentebis raodenoba didia
 danaxarjebi marketingze dabalia
 ZiriTadi strategiuli amocana bazris gafarToebaa
testi 79
saqonlis gayidvis moculobis zrdis etapze:
 danaxarjebi marketingze dabalia

 mogeba maqsimaluria
 saqonels yiduloben siaxlis moyvaruli momxmareblebi
 ZiriTadi strategiuli amocanaa bazarze wilis SenarCu-
neba
testi 80
saqonlis sasicocxlo ciklis simwifis etapze:
 gasaRebis moculoba swrafad izrdeba

 mogebac izrdeba
548
 ZiriTadi strategiuli amocanaa bazarze wilis Se-
narCuneba
 danaxarjebi marketingze izrdeba
testi 81
mocemuli marketinguli strategiebidan romeli gamoiyeneba

saqonlis sasicocxlo ciklis simwifis etapze:
 axali saqonlis bazrisTvis miwodeba

 saqonlis bazarze gatana
 bazarze poziciis SenarCuneba
 bazarze myari poziciis mopoveba
testi 82
saqonlis sasicocxlo ciklis dacemis etapze:
 gasaRebis moculoba stabiluria

 saqonels yiduloben konservatori momxmarelebi
 danaxarjebi marketingze maRalia
 mogeba stabiluria
testi 83
safirmo stilis Semadgeneli ZiriTadi elementi ar aris:
549
 sasaqonlo niSani
 logotipi
 logloTeti
 safirmo bloki
testi 84
firmis sruli an Sekvecili saxelwodebis specialurad

Seqmnil originalur anabeWds hqvia:
 logotipi
 logoTeti
 logopati
 logopedi
testi 85
sasaqonlo politikis damuSavebis aucilebloba dakavSirebu-

lia:
 materialuri, adamianiseuli da finansuri resursebis

mobilizaciis procesis sirTulesTan
 momxmarebelTa gemovnebis ganviTarebasa da cvalebad
sabazro situaciebTan
 saqonlis gayidvis Sedegebis ganusazRvrelobasTan
testi 86
550
sasaqonlo politika sawarmoSi ar iTvaliswinebs:
 sasaqonlo asortimentis formirebas da marTvas

 saqonlis konkurentunarianobas mocemul bazrebze
 saqonlis SefuTvas da markirebas
 saqonelmoZraobis arxebis SerCevas
testi 87
axali saqonlis Seqmnisken mwarmoeblebs ubiZgebs:
 konkurenciuli brZola bazarze

 saqonlis asortimentis sirTule
 faswarmoqmnis procesis sirTule saqonlis saxeebis
mixedviT
 saqonelmoZraobis arxebis SerCevis gansxvavebuli xa-
siaTi saqonlis sxvadasxva jgufSi
testi 88
saqonlis im niSan-Tvisebebis erToblioba, romelic gansaz-

Rvravs bazarze mis warmatebas da upiratesobas masTan kon-
kurenciaSi myof analogiur saqonelTan SedarebiT, aris:
 konkurentunarianoba
 asortimenti
 nomenklatura
testi 89
551
saqonlis konkurentunarianobis esTetikur maCveneblebs ar
miekuTvneba:
 forma
 Semadgenloba
 damuSavebis srulyofileba
 gamomxatveloba ferebSi
testi 90
moxmarebis fasi saqonlis konkurentunarianobaze gavlenas

axdens, ZiriTadad:
 milioneri momxmareblebis bazarze

 miliardeli momxmareblebis bazarze
 Raribi momxmareblebis bazarze
testi 91
axali saqonlis Seqmna sawarmosTvis, ekonomiuri Tvalsazri-

siT, sasurvelia Semdegi mizezebis gamo:
 axali da momxmareblisTvis misaRebi saqonlis warmo-

ebiT myardeba sawarmos pozicia bazarze
 axali saqonlis Seqmna ar aris dakavSirebuli did
xarjebTan
 axali saqonlis momxmareblamde mitana ufro advilia
552
testi 92
axali saqonlis Seqmnis procesis ZiriTad etapebSi ar Se-

dis:
 ideaTa Sekreba da gadarCeva

 marketingis strategiis gansazRvra
 aprobacia bazarze
testi 93
axali saqonlis Sesaxeb arsebuli ideebidan sawarmom ukeTe-

sia airCios mocemul momentSi:
 yvelaze kargi idea

 yvelaze nakleb xarjiani idea
 yvelaze ZviradRirebuli idea
 yvelaze optimaluri idea
testi 94
bazars, romelSic iyideba erTgvarovani produqcia, arsebobs

mxolod fasiseuli konkurencia da minimaluria sawarmos
daintereseba marketinguli saqmianobiT, uwodeben:
 monopolisturi konkurenciis bazars

 oligopolisturi konkurenciis bazars
 wminda monopoliis bazars
553
 samive pasuxi arasworia
testi 95
bazars, romelSic bevri gamyidveli saqmianobs da yidis

farTo asortimentis da msgavs saqonels, fasiseul konku-
renciasTan erTad didi mniSvneloba eniWeba saqonlis xaris-
xsa da reklamas, gamoyenebuli marketingis strategia emyare-
ba bazris segmentacias, uwodeben:
 wminda monopoliis bazars

 oligopolisturi konkurenciis bazars
 monopolisturi konkurenciis bazars
 wminda konkurenciis bazars
testi 96
faswarmoqmnis etapebSi ar Sedis:
 moTxovnis gansazRvra
 xarjebis Sefaseba
 konkurentebis saqonlis da fasebis analizi
 saqonelmoZraobis arxebis Sefaseba
554
testi 97
fasis dadgenis dros sawarmos mizani yvelaze xSirad aris:

 rac SeiZleba meti mogebis miReba
 momxmarebelTa moTxovnilebebis dakmayofileba
 gaweuli xarjebis amoReba
testi 98
fasis sidideze moqmed garegan faqtors warmoadgens:

 marketinguli miznebi
 momxmarebeli
 marketinguli strategia
 danaxarjebi
testi 99
faswarmoqmnis procesSi ar Sedis:

 faswarmoqmnis miznis(an miznebis) dadgena
 moTxovnis gansazRvra
 xarjebis Sefaseba
testi 100
faswarmoqmnis ZiriTad miznebSi ar Sedis:

 bazarze arsebobis gaxangrZliveba
 xarjebis dadgena
 maqsimaluri mogebis miReba
 bazarze gabatoneba
555
testi 101
saqonelze maqsimaluri fasis dadgenas safuZvlad udevs:
 xarjebi
 konkurentebis fasebi
 moTxovna
testi 102
saqonelze fasis qveda zRvars gansazRvravs:
 moTxovna
 xarjebi
testi 103
sabazro fasebis sidideze moqmed faqtorebs ar miekuTvneba:
 miwodeba
 danaxarjebi
 bazarze konkurentTa raodenoba
 Suamavlebis ekonomiuri siZliere
testi 104
fasis sidideze moqmed garegan faqtorebSi Sedis:
 momxmarebeli
556
 bazris xasiaTi
 danaxarjebi
testi 105
fasis cvlilebebis mimarT myidvelis mgrZnobiarobas asa-
xavs:
 jinis koeficienti
 elastikurobis koeficienti
 variaciis koeficienti
 korelaciis koeficienti
testi 106
vaWrobis Taviseburebebis gaTvaliswinebiT gamoyofen:
 mudmiv fasebs
 droebiT fasebs
 momsaxurebis tarifebs
 zRvrul fasebs
testi 107
sabiTumo fasebs, sacalo fasebs, Sesyidvis fasebs da momsa-
xurebis tarifebs gamoyofen:
 moqmedebis xangrZlivobis mixedviT

 regulirebis mixedviT
 vaWrobis Taviseburebebis mixedviT
 moqmedebis teritoriis mixedviT
testi 108
faswarmoqmnis TviTRirebulebaze dafuZnebuli meTodia:
 fasebis dadgena mimdinare fasebis mixedviT
 fasebis dadgena e.w. daxuruli vaWrobis mixedviT
557
 uzaralod muSaobis analizi da miznobrivi mogebis
miReba
 fasis dadgena momxmareblis mier saqonlis Rirebule-
bis aRqmis safuZvelze
testi 109
TviTRirebulebaze dafuZnebuli faswarmoqmnis meTodebi ori-

entirebulia:
 samomxmareblo Rirebulebis aRqmaze

 danaxarjebis Semcirebaze
 saqonelze
 konkurentebis fasebze
testi 110
faswarmoqmnis meTodebSi ar Sedis:
 saSualo danaxarjebs+mogeba
 fasebis dadgena saqonlis faseulobis mixedviT
 fasebis dadgena fasebis mimdinare donis mixedviT
 fasebis dadgena mimwodeblebis fasebis mixedviT
testi 111
faswarmoqmnis bazari plus strategias uwodeben:
 bazarze SeRwevis strategias

 naRebis moxdis strategias
 konkurentuli faswarmoqmnis strategias
558
 diferencirebuli faswarmoqmnis strategias
testi 112
bazarze SeRwevis strategia iTvaliswinebs:
 konkurentebis fasebis toli fasebis dawesebas

 konkurentebTan SedarebiT maRali fasis dawesebas
 konkurentebTan SedarebiT dabali fasis dawesebas
 mxedvelobaSi ar miiReba konkurentebis fasebi
testi 113
saqonelmoZraoba dakavSirebulia gansazRvrul danaxarjebTan,

romlebSic yvelaze didi xvedriTi woniT aris warmodgeni-
li:
 SekveTis miRebis xarjebi

 datvirTva-gadmotvirTvis xarjebi
 satransporto xarjebi
testi 114
saqonlis momxmareblamde gadasaadgileblad transportis sa-

xis SerCeva damokidebulia:
559
 saqonlis dizainze
 tvirTis erTeulis gadazidvis Rirebulebaze
 saqonlis xarisxze
testi 115
qveynis sxvadasxva regionSi tvirTis SetanisTvis yvelaze

mosaxexebelia:
 sarkinigzo transporti
 saavtomobilo transporti
 samdinaro transporti
 sahaero transporti
testi 116
saqonlis momxmareblamde mitanas Suamavlebis gareSe uwode-

ben:
 pirdapir arxebs
 arapirdapir arxebs
 Sereul arxebs
testi 117
intensiuri distribuciis strategia gamoiyeneba:
 gansakuTrebuli moTxovnis saqonelze

 pasiuri moTxovnis saqonelze
560
 yoveldRiuri moTxovnis saqonelze
 winaswari SerCevis saqonelze
testi 118
saqonlemoZraobis arxebis SerCevis procesze moqmed faqto-
rebSi Sedis:
 momxmarebeli
 saqoneli
 konkurenti
testi 119
saqonelmoZraobis arxis yovel doneze gamosayenebeli Suamav-

lebis raodenobis gansazRvrisas ar iyeneben:
 intensiur midgomas
 gansakuTrebuli uflebebis miniWebas
 seleqtiur midgomas
 sensorul midgomas
testi 120
im SemTxvevaSi, roca mwarmoeblebi dainteresebulni arian

axali saqonlis bazarze danergviT da saqonelmoZraobis ar-
xebze kontrolis gaZlierebiT, irCeven:
 Suamavlebis SezRudul raodenobas

 bevr Suamavals
 Zalian bevr Suamavals
testi 121
561
saqonelmoZraobis arxebi, romlebic moicaven erTmaneTTan
konkurenciaSi myof ramdenime damoukidebel mwarmoebels, bi-
Tumad da sacalod movaWre firmebs, miekuTvneba:
 tradiciul arxebs
 vertikalur marketingul sistemas
 horizontalur marketingul sistemas
testi 122
saqonelmoZraobis marketinguli sistema, romelSic erT-erTi

monawile an danarCeni firma-monawileebis mflobelia, an mu-
Saobs maTTan SeTanxmebis safuZvelze, an kidev sakmao gavle-
na aqvs maTze, aris:
 horizontaluri marketinguli sistema

 vertikaluri marketinguli sisitema
 tradiciuli arxebi
testi 123
saqonelmoZraobis sistema, romelic aerTianebs erTi donis

ramdenime sawarmos axali marketinguli SesaZleblobebis aT-
visebis mizniT, aris:
 vertikaluri marketinguli sistema

 horizontaluri marketinguli sistema
562
 tradiciuli arxebi
testi 124
saqonelmoZraobis vertikalur marketingul sistemas ar mie-

kuTvneba:
 korporaciuli sistema
 saxelSekrulebo sistema
 marTuli sistema
 kooperatiuli sistema
testi 125
mravalarxian marketingul sistemebs uwodeben:
 kompleqsur sistemebs
 koleqtiur sistemebs
 kombinirebul sistemebs
 korporaciul sistemebs
testi 126
sabiTumo vaWroba Suamavalia:
 mwarmoebel da sacalo-savaWro sawarmoebs Soris

 sacalo-savaWro sawarmoebs Soris
 sacalo savaWro sawarmoebs da momxmareblebs Soris
563
testi 127
sruli momsaxurebis sabiTumo sawarmoebi asruleben:
 yvela sabiTumo funqcias
 erT sabiTumo funqcias
 ramdenime sabiTumo funqcias
testi 128
sawarmoebs, romlebic Suamavlis rols asruleben mwarmoe-
belsa da myidvels Soris taris gareSe vaWrobaSi, uwodeben:
 mebiTume konsignantebs
 mebiTume organizatorebs
 biTumad movaWre komivoiaJorebs
 distributorebs
testi 129
e.w. manqanis joberebs uwodeben:
 biTumad movaWre komivoiaJorebs

 mebiTume konsignantebs
 mebiTume organizatorebs
 sakomisio sawyisebze movaWre agentebs
testi 130
brokeris ZiriTadi funqciaa:
 myidvelis da gamyidvelis Sexvedra da molaparakebis

uzrunvelyofa
 garigebebis dafinanseba
 molaparakebebis normalurad dasruleba
 xelSekrulebis gaformeba
564
testi 131
agentebi, romlebic erTdroulad asaReben sxvadasxva mwarmo-
eblis urTierTSemavsebel sasaqonlo jgufebs, arian:
 mwarmoeblis agentebi
 gasaRebis sruluflebiani agentebi
 Semsyidvelis agentebi
 sakomisio sawyisebze movaWre agentebi
testi 132
savaWro Suamavlebs ar miekuTvnebian:
 komivoiaJorebi
 brokerebi
 satransporto organizaciebi
 distributorebi
testi 133
sabiTumo sawarmoebis ZiriTad organizaciul formebs ar mi-
ekuTvneba:
 produqciis mwarmoeblebi
 damoukidebeli sabiTumo sawarmoebi
 brokerebi da agentebi
 marketinguli momsaxurebis saagentoebi
testi 134
saqonlis gayidvas uSualo momxmarebelze uwodeben:
 sabiTumo vaWrobas
 sacalo vaWrobas
565
 wvrilbiTum vaWrobas
testi 135
miznobriv bazarze zemoqmedebisTvis sawarmoebi sargebloben
mravalricxovani saSualebebiT da SesaZleblobebiT, romle-
bic erTiandebian oTx ZiriTad elementSi. maT ar miekuTvneba:
 saqoneli
 fasi
 stimulireba
 savaWro aparati
testi 136
momxmareblis stimulirebis kompleqsSi ar Sedis:
 reklama
 gasaRebis stimulireba
 propaganda
 sammarTvelo aparati
testi 137
im saSualebebis erTobliobas, romelsac sawarmo iyenebs Ta-

visi saqonlis Sesaxeb informaciis gasavrceleblad da miz-
nobrivi momxmareblis dasarwmuneblad iyidos esa Tu is sa-
qoneli, uwodeben:
 stimulebis kompleqss
 stimulirebis kompleqss
 stilobatebis kompleqss
566
testi 138
reklamirebisTvis gamoyenebuli saSualebebi da xerxebi xasi-

aTdeba Semdegi niSnebiT:
 atareben sazogadoebriv xasiaTs

 aqvT momxmareblis darwmunebis unari
 aris gaupirovnebeli
testi 139
mwarmoebel sawarmoSi gasaRebis stimulirebis obieqtebs mi-

ekuTvneba:
 vaWrobis sferos muSakebi

 mimwodeblebi
testi 140
sacalo vaWrobis muSakTa stimulirebiT mwarmoebeli sawar-

mo SeZlebs, pirvel rigSi, dadebiTad gadawyvitos:
 axali saqonlis savaWro nomenklaturaSi CarTvis

amocana
 calkeuli potenciuri myidvelis mier misi saqonlis
yidvis sakiTxi
567
 konkurenti sawarmos momxmareblebis mozidvis amoca-
na
testi 141
vaWrobis sferos muSakTa stimulirebis ZiriTadi saSuale-

baa:
 SefuTva SeRavaTian fasSi

 nimuSebis gavrceleba
 saqonlis ufasod gadacema
 kuponebis gavrceleba
testi 142
momxmarebelTa stimulirebis saSualeba ar aris:
 nimuSebis gavrceleba
 Ppremialuri gayidva
 dilerebis savaWro konkursis mowyoba
 daTmobebi
testi 143
pirveli beWduri sareklamo gancxadeba gamoqveynda inglisur

enaze
:
 XIV saukuneSi
 XV saukuneSi
568
 XVI saukuneSi
 XVIII saukuneSi
testi 144
pirveli sareklamo biuri Seiqmna XVII saukuneSi:
 aSS-Si
 inglisSi
 safrangeTSi
 italiaSi
testi 145
obieqtis mixedviT reklama SeiZleba iyos:
 prestiJuli
 rCevis mimcemi
 sainformacio
 Semxsenebeli reklama
testi 146
dasaxuli miznebisa da amocanebis Sesabamisad reklama SeiZ-
leba iyos:
 sasaqonlo
 prestiJuli
 Semxsenebeli
testi 147
reklama, romelic momxmarebels awvdis informacias axal sa-

qonelze, fasebis cvlilebaze, aRuwers momsaxurebis saxeebs,
569
romlebic mocemul sawarmos SeuZlia aRmouCinos momxmare-
bels, uxsnis momxmarebels saqonlis gamoyenebis wess, aris:
 sainformacio
 rCevis mimcemi
 Semxsenebeli
testi 148
reklama, romlis mizanicaa momxmareblebSi ama Tu im sasa-

qonlo markis mimarT upiratesobis miniWebis grZnobis Camo-
yalibeba, momxmareblis cnobierebis Tavis sasaqonlo markaze
gadarTva, momxmareblis darwmuneba ama Tu im saqonlis yid-
vis aucileblobaSi, aris:
 sainformacio reklama
 rCevis mimcemi reklama
 Semxsenebeli reklama
testi 149
gamoyenebuli sainformacio saSualebebis mixedviT reklama
aris:
sasaqonlo
 prestiJuli
 pirdapiri
testi 150
reklamis gavrcelebis arxebs miekuTvneba:
570
 audio-vizualuri saSualebebi
 satransporto saSualebebi
 piradi kontaqtebi
testi 151
prestiJuli reklamis ganxorcielebis specifikur saSuale-

bebsa da xerxebs miekuTvneba:
 saqvelmoqmedo aqciebSi monawileoba

 katalogebis gamoyeneba
 Suqreklama
 vitrinis gaformeba
testi 152
timulirebis saSualebebis struqtura damokidebulia:
 sasaqonlo bazris tipze

 saqonlis gayidvis strategiaze
 saqonlis sasicocxlo ciklis etapze
 saqonlis Semadgenlobaze
testi 153
samomxmareblo saSualebebis mwarmoebeli da gamsaRebeli
firmebi stimulirebis saSualebebidan, ZiriTadad, iyeneben:
 gasaRebis stimulirebas
 reklamas
 propagandas
testi 154
571
sawarmoo daniSnulebis saqonlis gasaRebis procesSi stimu-
lirebis saSualebebidan ZiriTadad iyeneben:
 reklamas
 propagandas
 personalur gayidvas
testi 155
saqonlis bazarze danergvis etapze yvelaze efeqtiania:
 reklama
 propaganda
 sazogadoebasTan urTierToba
testi 156
saqonlis sasicocxlo ciklis simwifis etapze ufro efeq-

tiania:
 reklama
 propaganda
 sazogadoebasTan urTierToba
572
testi 157
marketinguli komunikaciebis biujetis dadgenis meTodia:
 konkurentebis mixedviT marketinguli komunikaciebis

biujetis gansazRvra
 mosalodneli Semosavlebis mixedviT marketinguli
komunikaciebis biujetis dadgena
 sabanko sesxebis aRebis SesaZleblobis mixedviT mar-
ketinguli komunikaciebis biujetis gansazRvra
testi 158
marketinguli komunikaciebis biujetis gansazRvras gayidvis

moculobidan procentuli wilis mixedviT ar axasiaTebs
Semdegi niSani:
 warsulis gamocdilebaze dayrdnoba

 sawarmos ganviTarebis perspeqtivebis gaTvaliswineba
 saxsrebis gansazRvris proceduris sirTule
 saxsrebis gansazRvris proceduris simartive
testi 159
marketinguli komunikaciebis biujetis dadgena sawarmos
miznebisa da amocanebis mixedviT xasiaTdeba Semdegi niSniT:
 saxsrebis dadgenis proceduris simartive

 saxsrebis dadgenis proceduris sirTule
 mTlianad mimdinare mdgomareobaze damyareba
573
testi 160
perspeqtiul azrovnebas moiTxovs marketinguli komunikacie-

bis biujetis gansazRvra:
 gayidvis moculobidan procentuli wilis mixedviT

 naRdi saxsrebis mixedviT
 konkurentebis mixedviT
 sawarmos miznebisa da amocanebis mixedviT
testi 161
pirdapiri marketingis ZiriTad formebs ar miekuTvneba:
 katalogebiT gayidva
 telemarketingi
 saqonlis gayidva interaqtiul reJimSi
 saqonlis gayidva distributoruli firmebis daxmare-
biT
testi 162
onlainuri marketingis arxia:
 sawarmos Web-saiti
 satransporto saSualebebi
 telefoni
574
testi 163
globaluri kompiuteruli arxi Tavdapirvelad Seiqmna:
 inglisSi
 safrangeTSi
 aSS-Si
 iaponiaSi
testi 164
eleqtronuli teqnologiebiT ganxorcielebul yvela saxis
yidva-gayidvas uwodeben:
 eleqtronul maRazias
 eleqtronul vaWrobas
 eleqtronul bazrobas
testi 165
interaqtiuli marketingiT sargebloba ar gulisxmobs:
 eleqtronuli maRaziis Seqmnas

 eleqtronuli fostiT sargeblobas
 sareklamo gancxadebis ganTavsebas internetSi
 telemarketings
testi 166
popularuli Web-saitebis TvalSisacem adgilebze ganTavse-
bul patara Setyobinebas uwodeben:
 barterul reklamas
 mcocav reklamas
575
 banerul reklamas
 samive pasuxi ar aris swori
testi 167
marketinguli Web-saitze ar aris mocemuli:
 xarjTaRricxva
 produqciis katalogi
 reklama
 informacia konkursebze
testi 168
eleqtronuli biznesis ZiriTadi saxea:
 B2B
 C2B
 B2C
testi 169
bi Tu bi aris:
 eleqtonuli sacalo vaWroba
 samomxmareblo sacalo eleqtronuli vaWroba
 eleqtronuli kerZo vaWroba
 samrewvelo daniSnulebis saqonliT vaWroba
testi 170
sainformaciao magistrals xSirad uwodeben:
576
 internets
 eqstranets
 intranets
testi 171
internetis funqciebSi ar Sedis:
 komunikacia
 informacia
 adaptacia
 eleqtronuli komercia
testi 172
Sidakorporaciuli qseli, romelic erTmaneTTan akavSirebs

sawarmoSi momuSave adamianebs operatiul reJimSi, aris:
 interneti
 eqstraneti
 intraneti
testi 173
kompiuteruli lokaluri qseli, romelic konkretuli sa-

warmos qsels akavSirebs mimwodeblebis, Suamavlebis da
sxva partniorebis qselebTan, aris:
577
 eqstraneti
 intraneti
 interneti
testi 174
savaWro personalis marTvis procesis ZiriTad etapebSi ar

Sedis:
 savaWro personalis saqmianobis strategiis gansaz-

Rvra
 savaWro personalis struqturis dadgena
 savaWro personalis SerCeva da daqiraveba
 savaWro personalis imijis formirebis RonisZiebebis
gatareba
testi 175
savaWro personalis saqmianobis ZiriTadi saxeebia:
 informaciis gavrceleba kompaniasa da mis produqcia-

ze
 momxmarebelTa momsaxureba
 informaciis Sekreba
testi 176
578
personaluri gayidvis procesis ZiriTad etapebSi ar Sedis:
 potenciuri klientebis gamoZebna

 winaaRmdegobaTa daregulireba
 mimwodeblebze zemoqmedebis moxdena
 gayidvis Semdgomi momsaxureba
testi 177
adgilis marketings ar miekuTvneba:
 sameurneo mSeneblobis zonis marketingi

 miwis sakuTrebaze investiciebis ganxorcielebis mar-
ketingi
 dasasvenebeli adgilis marketingi
 sazogadoebisTvis cnobili adamianebis marketingi
testi 178
momsaxurebis damaxasiaTebeli niSania:
 wyarodan gamouyofloba
 garantirebuli xarisxi
 advilad transportirebadoba
 xangrZlivi Senaxvis SesaZlebloba
testi 179
cnobili adamianebis marketingi emyareba:
 qvelmoqmedebas
 Sexvedrebs xalxTan
 garemos dasacavad gatarebul YRonisZiebebs
579
testi 180
calkeuli pirebis marketingidan yvelaze metad gavrcelebu-
lia:
 politikosebis marketingi
 maswavleblebis marketingi
 eqimebis marketingi
testi 181
yvela qveyanaSi marketingis erTiani gegmiT muSaoba warmoad-

gens:
 lokalur midgomas
 globalur midgomas
 wminda arastandartul midgomas
testi 182
saerTaSoriso marketingis ZiriTadi elementebia:
 standartizacia
 lokalizacia
 globalizacia
testi 183
saerTaSoriso bazrebze arastandartuli marketinguli mid-
gomiT muSaobis procesSi firmebi:
580
 ar iTvaliswineben adgilobriv moTxovnebs
 ar iyeneben adgilobriv menejerebs
 mmarTveloba ar aris centralizebuli
 mmarTveloba aris centralizebuli
testi 184
sakontraqto SeTanxmebis formebSi ar Sedis:
 frenSaizingi
 pirdapiri investiciebi
 licenzireba
 subsanardo SeTanxmeba
testi 185
riskis done maRalia:
 pirdapiri eqsportis dros

 licenzirebis dros
 frenSaizingis dros
 pirdapiri investiciebis dros
testi 186
ama Tu im qveyanaSi biznesis wamowyebamde sawarmoebma unda

Seiswavlon Semdegi politikur-samarTlebrivi faqtori:
 mosaxleobis migracia
 saxelmwifo biurokratia
 tradiciebi
581
 mosaxleobis Semosavlebi
testi 187
firma Ford-ma ganviTarebul qveynebSi gasayidad specialurad

daamzada traqtorebi, rac Sedis:
 saqonlis modifikaciis strategiaSi

 “uku” gamogonebis strategiaSi
 produqtis adaptaciis strategiaSi
testi 188
saerTaSoriso marketingSi miRebul ZiriTad gadawyvetile-

bebSi ar Sedis:
 saerTaSoriso bazarze (an bazrebze) gasvlis mizanSe-

wonilebis dadgena
 saerTaSoriso marketinguli garemos analizi
 saerTaSoriso marketinguli kompleqsis struqturis
dadgena
 saerTaSoriso kreditis miRebis SesaZleblobebis gan-
sazRvra
testi 189
kompaniam aucileblad unda Seamciros sazRvargareTuli baz-

rebis raodenoba, Tu:
582
 maRalia axal bazrebze gasvlis da muSaobis xarjebi
 mniSvnelovania produqciis adaptaciis da komunikaci-
is saSualebebis gamoyenebis xarjebi
 saxelmwifoTa mTavrobebis da bazarze gabatonebuli
firmebis mier dawesebulia bazarze SeRwevis maRali
barierebi
583
testebis pasuxebi
testSi pasuxis nome-

testSi pasuxis
testSi pasuxis
testSi pasuxis
testSi pasuxis
testis nomeri
testis nomeri
testis nomeri
testis nomeri
testis nomeri
nomeriP
nomeri
nomeri
nomeri
ri
1 4 21 3 41 2 61 3 81 3
2 2 22 4 42 4 62 3 82 2
3 2 23 2 43 3 63 2 83 3
4 3 24 3 44 4 64 1 84 1
5 3 25 4 45 3 65 3 85 4
6 2 26 4 46 4 66 4 86 4
7 1 27 2 47 4 67 1 87 1
8 3 28 4 48 1 68 4 88 1
9 3 29 2 49 2 69 4 89 2
10 2 30 4 50 1 70 3 90 3
11 1 31 4 51 1 71 1 91 1
12 4 32 1 52 2 72 1 92 4
13 3 33 3 53 4 73 4 93 4
14 1 34 4 54 3 74 4 94 4
15 3 35 4 55 1 75 4 95 3
16 1 36 1 56 1 76 4 96 4
17 2 37 4 57 4 77 3 97 1
18 2 38 3 58 1 78 4 98 2
19 1 39 4 59 1 79 2 99 4
20 3 40 2 60 1 80 3 100 2
584
101 3 121 1 141 3 161 4 181 2
102 2 122 2 142 3 162 1 182 1
103 4 123 2 143 3 163 3 183 3
104 3 124 4 144 2 164 2 184 2
105 2 125 3 145 1 165 4 185 4
106 3 126 1 146 3 166 3 186 2
107 3 127 1 147 1 167 1 187 3
108 3 128 2 148 2 168 4 188 4
109 3 129 1 149 4 169 4 189 4
110 4 130 1 150 4 170 1
111 2 131 2 151 1 171 3
112 3 132 3 152 3 172 3
113 3 133 4 153 2 173 1
114 2 134 2 154 3 174 4
115 2 135 4 155 1 175 4
116 1 136 4 156 2 176 3
117 3 137 2 157 1 177 4
118 4 138 4 158 3 178 1
119 4 139 1 159 2 179 4
120 1 140 1 160 4 180 1
585
literatura
1. armstrongi g., kotleri f. marketingis safuZvlebi. sa-

xelZRvanelo. me-7 gamocema. Targmani inglisuridan.
Tb., 2006.
2. biznesis safuZvlebi. saxelZRvanelo. avtorTa koleq-
tivi: prof. l. yorRanaSvili, doc l. sexniaiZe, doc b.
mRebriSvili, prof. l. CageliSvili, doc. n. papaCaSvi-
li. Tb., 2004.
3. bolokaZe e. marketingi. saxelmZRvanelo. Tb., 1995.
4. marketingi. saxelmZRvanelo. avtorTa koleqtivi: prof.
g. SublaZe, doc. b. mRebriSvili. doc. i. xuxua, doc. C.
jaSi. Tb., 1999.
5. mRebriSvili b. marketingis safuZvlebi. leqciebis kur-
si. Tb., 2008.
6. mRebriSvili b. sazogadoebasTan urTierToba. damxmare
saxelmZRvanelo. Tb., 2001.
7. samagido wigni iuristebisaTvis, ekonomistebisaTvis,
saqmiani adamianebisaTvis. sakanonmdeblo aqtebis krebu-
li. Tb., 2005.
8. Sengelia T. saerTaSoriso marketingi. Tb., 1997.
9. SublaZe g., mRebriSvili b., dolikaSvili l. marketin-
gis menejmenti. damxmare saxelmZRvanelo. Tb., 2009.
10. SublaZe g., mRebriSvili b., wowkolauri f. menejmentis
safuZvlebi. saxelZRvanelo Tb., 2008.
11. Армстронг Г., Котлер Ф. В ведение в маркетинг. Учебное
пособие. Пер.с англ. М., 2000.
12. Армстронг Г., Вонг В., Котлер Ф., Сондерс Дж. Основы
маркетинга, 4-е европейское нздание.: Пер. с англ. – М.,
2007.
13. Ассэль Г. Маркетинг: принципы и стратегия. Учебник для
вузов. Пер.с англ. М., 1999.
586
14. Багиев Г.Л., Моисеева Н.К., Никифорова С.В.
Международный маркетинг. Санкт-Петербург. 2001.
15. Большая экономическая энциклопедия. М., 2007.
16. Бун Л., Куртц Д. Современный маркетинг. Учебник. Пер. с
англ. М., 2005.
17. Буров А.С. Международный маркетинг. Учебное пособие.
М., 2004.
18. Гембл П., Стоун М. Вудкок Н. Маркетинг
взаимоотношений с потребителями. Пер. с англ. М., 2002.
19. Классика маркетинга. Пер. с англ.Питер 2001.
20. Котлер Ф. Основы маркетинга. Краткий курс. Пер. с. англ.
М., 2003.
21. Котлер Ф. Маркетинг в третьем тысячелетии: как создать,
завоевать и удержать рынок. Пер. с. англ. М., 2000.
22. Котлер Ф. Маркетинг-менеджмент. Пер. с англ. М., 2005.
23. Котлер Ф. Маркетинг-менеджмент. Экспресс-курс. Пер. с
англ. Питер, 2005.
24. Котсрнюк А.В. Современные рекламные технологии:
комерческая реклама. Учебное пособие. Ростов на Дону.
2001.
25. Крэнделл Р. 1001 способ успешного маркетинга. Пер. с
англ. М., 2001.
26. Мак-Допальд М. Стратегическое планирование
маркетинга. Пер. с англ. Санкт-Петербург. 2000.
27. Маркетинг. Учебник. Под. ред. Романова А.Н. М., 1996.
28. Маркетинг. Энциклопедия. Под. ред. Беикера М. Пер. с.
англ. Санкт-петербург. 2002.
29. Маркетинг. Словарь. М., 1999.
30. Маркетинг в отраслях и сферех деятельности. У8ебник.
Под. ред. проф. В.А. Алексунина. М., 2001.
31. О’шонесси Дж. Конкурентный маркетинг: стратегический
подход. Пер. с англ. Санкт-Петербург. 2001.
32. Песоцкая Е.В. Маркетинг услуг. Санкт-Петербург. 2000.
587
33. Фоксол Г., Голдсмит Р., Браун С. Психология потребителя
в маркетинге. . Пер. с англ. Санкт-Петербург. 2001.
34. Шив Чарльз Д. Курс МВА по маркетингу. Пер. с англ. М.,
2003.
35. Школа маркетинга Келлога. Под. ред. Д Якобуччи. Пер. с
англ.Питер 2004.
36. Черенков В. Международный маркетинг. Учебное
пособие. Санкт-Петербург.1998.
37. Черчилль Г., Браун Т. Маркетинговые исследования. 5-е
изд. Питер, 2007.
38. Холленсен С. Глобальный маркетинг. Пер. с англ. Минск.
2004.
39. Холмогоров В. Интернет – маркетинг. Краткий курс.
Санкт-Петербург. 2001.
40. http://www.statistics.ge/
41. http://www.internetworldstates.com
588
gamomcemloba ”universali"
Tbilisi, 0179, i. WavWavaZis gamz. 19, : 22 36 09, 8(99) 17 22 30
E-mail: universal@internet.ge
589

Marketingis Safuzvlebi

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketingis Safuzvlebi

Uploaded by

Copyright:

Available Formats

babulia (dodo)

redaqtori: nugzar Todua

recenzentebi: iuri xuxua

© n. Todua, b. mRebriSvili, 2009

gamomcemloba `universali~, 2009

Tanamedrove biznesis warmatebiT ganxorcielebis auci-

VII TavSi gamoyenebuli marketinguli terminebi

VIII TavSi gamoyenebuli marketinguli terminebi

IX TavSi gamoyenebuli marketinguli terminebi

Tavi 10. axali saqoneli marketingis sistemaSi

X TavSi gamoyenebuli marketinguli terminebi

Tavi 11. fasebi

XI TavSi gamoyenebuli marketinguli terminebi

Tavi 12. integrirebuli marketinguli komunikaciebi

XII TavSi gamoyenebuli marketinguli terminebi

Tavi 13. integrirebuli marketinguli komunikaciebi: reklama, gasa-

XIII TavSi gamoyenebuli marketinguli terminebi

Tavi 14. personaluri gayidvebi da pirdapiri marketingi

XIV TavSi gamoyenebuli marketinguli terminebi

Tavi 15. marketinguli arxebi da logistika

XV TavSi gamoyenebuli marketinguli terminebi

Tavi 16. sacalo da sabiTumo vaWroba marketingis sistemaSi

XVI TavSi gamoyenebuli marketinguli terminebi

Tavi 17. marketingi internetis epoqaSi

Tavi 18. marketingi momsaxurebis da arakomerciuli saqmianobis

Tavi 19. globaluri marketingi

cneba “marketingi” pirvelad aSS-is ekonomikur lite-

I Tavis swavlebis miznebi

mocemuli Tavis SeswavliT Tqven unda SeZloT:

1.1. marketingis arsi da masTan dakavSirebuli ZiriTa-

bazarze sawarmoTa arsebobis gaxangrZlivebis ZiriTa-

marketingis koncefciaSi igulisxmeba SexedulebaTa

1.3. marketingis funqciebi

amerikeli specialistebis l. bunisa da d. kurtcis az-

1.4. marketingis principebi

Mmarketingis Teoriasa da praqtikaSi gamoiyeneba cneba

1.5. marketingis saxeebi

marketingis warmoSobis dRidan arsebobs misi ori sa-

1.6. marketingis tipebi

sazogadoebrivi warmoebis ori qvedanayofis Sesabamisad

1.7. marketingis sistemebi

gacvlis procesis realurad ganxorcielebisTvis au-

I TavSi gamoyenebuli marketinguli terminebi

biznesis efeqtianad ganxorcielebis aucilebeli piro-

I I Tavis swavlebis miznebi

mocemuli Tavis SeswavliT Tqven unda SeZloT:

2.1. marketingis marTvis arsi da amocanebi

marketingis marTva rTuli procesia. igi gulisxmobs

marketingis marTviT dakavebuli arian gasaRebis qveda-

2.2. marketingis marTvis procesi

marketingis marTvas ganixilaven rogorc oTxi etapis-

nebismierma sawarmom sistematurad unda srulyos Ta-

sabazro miznobrivi marketingis marketinguli

nax. 2.1. marketingis marTvis procesis etapebi

bazris Seswavla da momavali ganviTarebis SesaZleblo-

saqoneli aris sawarmos mier miznobrivi bazrisTvis

sawarmoTa miznebis miRwevaSi mniSvnelovan rols asru-

axali saqonlis mmarTveli

nax. 2.2. marketingis samsaxuris organizacia

marketingis samsaxurebis funqciuri organizaciis upi-

marketingis vice prezidenti

sasaqonlo jgufebis kvlevis

calkeuli saqonlis mmarTvlebi