Aam Tavis Seswavlis Semdeg Tqven SeZlebT:

1. ukeT gaecnoT samomxmareblo bazarsa da im ZiriTad faqtorebs, romlebic yidvisas gavlenas axdenen momxmareblis qcevaze; 2. daadginoT da ganixiloT myidvelis mier gadawyvetilebis miRebis procesis safexurebi; 3. aRweroT axali produqtis gaazrebisa da difuziis procesi; 4. gansazRvroT biznesbazari da daadginoT is ZiriTadi faqtorebi, romlebic zegavlenas axdenen myidveli organizaciis qcevaze; 5. CamoTvaloT da gansazRvroT myidveli organizaciis mier gadawyvetilebis miRebis procesis etapebi.

momxmareblisa da organizaciuli myidvelis qceva

gzamkvlevi |

ideebis kvaldakval

wina TavSi Tqven gaigeT, Tu rogor moi povebs, aanalizebs da iyenebs marketingis specialisti informacias bazrisa da marketinguli programebis Sesaswavlad. am TavSi Tqven marketingul mogzaurobas ganagrZobT da ufro metad daakvirdebiT sabazro sivrcis yvelaze mniSvnelovan elements _ momxmarebels. marketingis mizania, zegavlena iqonios momxmareblis im fiqrebsa da qcevebze, romlebic ukavSirdeba organizaciasa da mis SeTavazebebs. marketologma, pirvel rigSi, unda gaicnobieros, Tu ra, rodis da rogor axdens gavlenas myidvelis qcevaze da pasuxi gasces kiTxvas ratom? Tavdapirvelad, ganvixilavT momxmareblis mier yidvis Sesaxeb saboloo gadawyvetilebis miRebis process da masze zegavlenis mqone faqtorebs da mxolod amis Semdeg visaubrebT biznesmyidvelTa qcevaze. Tqven dainaxavT, rom yidvis Sesaxeb gadawyvetilebis miReba mniSvnelovani, magram Zalian rTuli amocanaa. Cveni interesis pirveli punqti _ Harley-Davidson-i, saukeTeso mZime motocikletebis mwarmoebelia, romelmac motocikletebis bazari dai pyro. vin marTavs Harley-s am uzarmazar `motociklets~ (Hog-s e.w. taxs)? ra ubiZgebs momxmarebels, rom sxeulze Harley-s emblema amoisviringon? gzaze cxovrebis gamo saxli da ojaxuri kera miatovon da asiaTasobiT sxva adamianTan erTad Harley-s rbolebSi miiRon monawileoba? SesaZloa gagikvirdeT, magram HarleyDavidson-ma am kiTxvebze pasuxebi yvelaze ukeTesad icis.

xolod ramdenime brendi Tu iwvevs momxmarebelSi erTgulebis iseT Zlier grZnobas, rogorsac Harley-Davidson-is mflobelebi amJRavneben. Harley-s myidvelebi brendisadmi granitiviT mtkice erTgulebiT gamoirCevian. American Iron-is gamomcemeli acxadebs: `SeuZlebelia moiZebnos adamiani, romelsac sxeulze amosviringebuli aqvs Yamaha~. xolo erT-erTi kvleviTi kompaniis prezidenti ambobs: `bevrisaTvis, ubralod, motocikleti arafers niSnavs, maTTvis yvelaze mTavari Harley-s flobaa aseTi Zlieria brendi.~ yovelwliurad, martis dasawyisSi, Harley-s mflobeli 400,000-ze meti adamiani floridis Daytona Beach-is quCebSi daqris, rom SeuerTdes Harley-Davidson-is kvireuls. mTeli msoflios baikerebi TavianT Harley-ze arian amxedrebulni da erTmaneTs uyvebian motociklistebis sagmiro saqmeebs. isini atareben maisurebs deviziT: `Honda-s tarebas, Harley-s miwola mirCevnia.~ Harley-Davidson-ma aseTi Zlieri emociebis gamowveviT mZimewoniani motocikletebis mzardi bazris mwvervalisaken gaikvala gza. Harley-s Hog-ebze aSS-Si motocikletebis gayidvis saerTo moculobis erTi mexuTedi da mZimewoniani motocikletebis segmentis naxevarze meti modis. orive segmenti Zalian swrafad izrdeba. sinamdvileSi, ukanaskneli ramdenime wlis ganmavlobaSi

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moTxovnam bevrad gadaaWarba miwodebas. imis gamo, rom popularuli modelebis sayidlad siaSi ori wliT adre ewerebodnen, sakvirveli ar aris realuri sacalo fasebis ramdenadme gadameteba sapreiskuranto fasebze. `gvinaxavs adamianebi, romlebic axal Harley-is yiduloben da Semdeg manqanebis gasaCerebel adgilze mas 4000-5000 aSS dolariT an ufro Zvirad yidian~, _ acxadebs erT-erTi dileri. ukanaskneli 5 wlis ganmavlobaSi Harley-is gayidva gaoTxmagda, Semosavali ki eqvsjer gaizarda. 2003 wlisTvis kompaniam rekorduli gayidvisa da Semosavliani me-17 weli miiTvala. Harley-Davidson-is marketologebi myidvelebsa da maT qcevaze fiqrSi Zalian did dros atareben. maT surT, icodnen, vin arian maTi myidvelebi, ras fiqroben da ras grZnoben isini da ratom yiduloben Harley-is da ara Yamaha-s, Kawasaki-is an did Honda American Classic-s. ra aris Harley-is myidvelebis aseTi mtkice erTgulebis mizezi? rTuli SekiTxvebia. TviT Harley-is menejmenti yvelaze did prioritetad momxmarebelTa Sexedulebebs miiCnevs. vin daiareba Harley-iT? Tqven SeiZleba gagikvirdeT! es marTlac araa `jojoxeTis angelozTa~ brbo zorba, Savi tyavis qurTukebSi gamowyobili meamboxeebi da baikerebi, romlebic erT dros Harley-is ZiriTad klienturas warmoadgendnen. motocikletebi mrbolelTa sul axali masis yuradRebas i pyrobs ufro asakovnebis, gavlenianebis da ukeT ganaTlebulebis. Harley-i axla Tavis produqcias ufro metad `rubbies rich urban bikers~ _ mdidar baikerebs sTavazobs, vidre meamboxeebs. Harley-is myidveli daaxloebiT 46 wlis, ojaxis mepatrone mamakacia, romlis Semosavali saSualod 78 300 dolaria. `am SemTxvevaSi, Tqven ar gaqvT SemCneuli, _ aRniSnavs erT-erTi damkvirvebeli, _ rom amerikuli miTologiis axalgazrda motociklisti ufro darbaiseli gaxda~. Harley-Davidson-i awarmoebs karg motocikletebs da, rom ar CamorCes cvalebadi bazris ritms, aumjobesebs salonebsa da gayidvis procesis midgomebs. magram Harley-is momxmareblebi yiduloben ufro mets, vidre ubralod xarisxian motociklets. momxmarebelTa ufro Rrma motivaciebSi Casawvdomad HarleyDavidson-i qmnida fokus-jgufebs motociklistebis monawileobiT. maT sTavazobdnen, daexataT suraTebi, romlebic Harley Davidson-ze maT damokidebulebas gamoxatavda (SegiZliaT, ubralod, warmoidginoT namdvili baikerebi, romlebic am saqmiT arian dakavebulni?). Semdeg kompaniam fostiT daagzavna 16 000 gamokiTxvis baraTi, romlebic Sedgeboda fsiqologiuri, sociologiuri da demografiuli, aseve piraduli kiTxvebisgan: `romel cxovelTan asocirdeba ufro metad Harley yavisfer daTvTan Tu lomTan?~ kvlevam gamoavlina myidvelis 7 ti pi: Tavgadasavlebis moyvaruli tradicionalistebi, gonieri pragmatistebi, stilze orientirebulni, banakuri cxovrebis moyvarulni, klasikuri kapitalistebi, gulgrili martoxelebi da Tavxedi, Tavmomwone adamianebi. miuxedavad amisa, yvelam erTnairad daasaxela is ZiriTadi mizezebi, romlebiTac afaseben Harley-is motocikletebs. `ar aqvs mniSvneloba, vin xarT, qarxnis damlagebeli Tu misi aRmasrulebeli direqtori. Harley Tqven erTnairad gizidavT. damoukidebloba, Tavisufleba da Zalaufleba ai, ras gvTavazobs universaluri Harley,~ _ ambobs kompaniis warmomadgeneli. es kvleva adasturebs, rom Harley-is momxmareblebi ufro mets akeTeben, vidre ubralod motocikletis yidvaa. `is manqanaze bevrad metia, es aris maTi TviTgamoxatvisa da cxovrebis stilis nawili,~ _ ambobs erTi analitikosi. meore ki dasZens, rom Harley-is flobiT `Tqven xdebiT yvelaze uxeSi, yvelaze cudi biWi ubanSi. ar aqvs mniSvneloba, stomatologi xarT Tu buRalteri. Tqven Tavs grZnobT borotad am Zalauflebis gverdiT.~ Tqveni Harley axal suls STaberavs Tqvens sxeuls da moganiWebT damoukideblobas. `HarleyDavidson-is Rilakze TiTis daWera Zravis amuSavebasTan erTad TviT Tqvens warmosaxvebs amoZravebs,~ _ gvamcnobs Harley-is veb-gverdi. `Cven vyidiT ocnebebs,~ _ amatebs Harley-is dileri. klasikuri Sesaxedaoba, xrinwiani xma da TviT Harley-is idea yvelaferi es erTad xels uwyobs mis mistikurobas; am `amerikuli legendis~ flobiT Tqven raRac ufro didis nawili, Harley-is ojaxis wevri xdebiT. is faqtic, rom Harley-is yidvas, mis xelSi Cagdebas lodini sWirdeba, aZlierebs misi SeZeniT gamowveul kmayofilebas. sinamdvileSi, kompania mis gamoSvebas ganzrax zRudavs. `Cveni mizania, yovelTvis moTxovnaze erTiT naklebi motocikleti

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gamovuSvaT,~ _ ambobs aRmasrulebeli direqtori. aseT Zlier emociebsa da motivaciebs aerTianebs klasikuri Harley-Davidsonis sareklamo gancxadeba: reklamaze mocemulia moxrili mxari Harley-Davidsonis sviringiT. warwera gvekiTxeba: `ukanasknelad rodis gqondaT Zalian Zlieri emocia?~ reklamaSi gamokveTilad aris Camoyalibebuli problema da SemoTavazebulia misi gadaWris Semdegi saSualeba: `diliT gaRviZebuli cxovrebas zustad iqidan gaagrZelebT, sadac SeCerdiT. akeTebT imas, rac unda gakeTdes. iyenebT imas, rac xelgewifebaT. rac erT dros TqvenTvis saocrebas warmoadgenda, axla Tqveni yoveldRiurobis Semadgenel nawilad iqca. yvelaferi isev Zveli SegrZnebiT iwyeba. gansxvavebulia mxolod grZnoba, rom gyavs Harley-Davidson-i. raRac girtyams nervze, gulis cema Zlierdeba da uars ambob ganze gadgomaze. uceb yvelaferi naTdeba, ufro realuri xdeba, ise rogorc unda yofiliyo, grZnoba personaluria. zogierTisaTvis Harley-is floba individualobis gamoxatulebaa. sxvebisTvis ki es niSnavs uzarmazari tradiciis Tanamonawileobas, tradiciisa, romelic 1903 wels miluokSi Seiqmna. ucxoTaTvis Harley-Davidson-is motocikleti garkveul SexedulebasTan, garkveul bgerasTan asocirdeba. nebismieri, vinc mas flobs, getyviT, rom es raRac ufro metia. Harley-is tareba Tqven Sinaganad gardagqmniT. efeqti permanentulia. SesaZloa Tqveni grZnobebis mozRvavebis dro dadga. Harley sul sxvaa.1 Harley-Davidson-is magaliTi gviCvenebs, rom yidvis procesSi momxmarebelTa qcevaze mravali faqtori axdens gavlenas. yidvisas qceva arasdros aris martivi, amitom misi gageba marketingis ZiriTadi amocanaa. Tavdapirvelad, Cven davadgenT samomxmareblo bazris dinamikurobasa da saboloo momxmareblis qcevas yidvisas. Semdeg ki SeviswavliT biznesbazrebs da myidveli organizaciis Sesyidvis process.

samomxmareblo bazari da momxmareblis qceva yidvisas

momxmareblis qceva yidvisas gulisxmobs piradi moxmarebisaTvis produqciis yidvis procesSi, saboloo momxmareblis (individebisa da Sinameurneebis) qcevas. yvela saboloo momxmarebeli erTad samomxmareblo bazars qmnis.. amerikis samomxmareblo bazari Sedgeba 290 milonze meti adamianisagan, romlebic saqonlisa Tu momsaxurebis SesaZenad yovelwliurad trilionobiT dolars xarjaven, riTic erT-erTi yvelaze momxibvlel samomxmareblo bazars warmoadgens. msoflio samomxmareblo bazari TiTqmis 6,3 miliardi adamianisagan Sedgeba.2 momxmareblebi mTel msoflioSi erTmaneTisagan gansxvavdebian asakiT, SemosavlebiT, ganaTlebis doniTa da gemovnebiT. isini warmoudgeneli raodenobis mravalferovan saqonelsa da momsaxurebas yiduloben. Tu riTi arian dakavSirebulebi momxmareblebi erTmaneTTan da danarCeni msoflios sxva elementebTan, gavlenas axdens maT mier produqtis, momsaxurebis da kompaniis arCevanze. aq Cven ganvixilavT momxmareblis qcevaze moqmed faqtorebs. momxmareblis qcevis modeli yoveldRiurad momxmareblebi yidvasTan dakavSirebiT bevr gadawyvetilebas iReben. didi kompaniebis umetesoba momxmareblis am gadawyvetilebebs detalurad ikvleven, rom pasuxi gaeces kiTxvebs ras, sad, rodis, ratom da ramdens yiduloben momxmareblebi. marketologebs SeuZliaT realur momxmarebelTa vaWrobis procesis Seswavla, rom daadginon, Tu ras, sad da ra fasad yiduloben isini. magram yidvisas momxmareblis qcevasTan dakavSirebiT `ratom~ SekiTxvaze pasuxis gacema arc ise advilia adamianis gonebaSi yidvaze ama Tu im gadawyvetilebis miRebis mizezebi xSirad Rrmadaa dafaruli. adamianis gonebis bnel kunWulebSi SeRweva Znelia. xSirad, TviT momxmareblebmac ar ician zustad, ra axdens gavlenas maT gadawyvetilebebze. momxmarebelTa qcevis eqspertis azriT, yidvis ganmsazRvreli fiqrebis, emociebisa da aTvisebis 95%-s Cven ver vacnobierebT. yvelaferi Cvengan
momxmareblis qceva yidvisas (Consumer buyer behavior) piradi moxmarebisaTvis produqciis yidvis procesSi, saboloo momxmareblis (individebisa da Sinameurneebis) qceva.

samomxmareblo bazari (Consumer market) yoveli individualuri piri da Sinameurneoba, romelic produqcias da momsaxurebas piradi moxmarebisaTvis iZens.

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suraTi 5 . 1
myidvelis qcevis modeli

damoukideblad xdeba.3 marketologebisaTvis mTavari SekiTxva aseTia: rogor reagireben momxmareblebi im mravalferovan marketingul mcdelobebze, romlebsac kompania iyenebs? amosavali wertili stimulze sapasuxo qcevis modelia (stimulusresponse model), romelic asaxulia suraTze 5.1. igi gviCvenebs, rom marketingisa da sxva stimulebi Sedian momxmareblis e.w. `Sav yuTSi~ da iwveven garkveul reaqcias. ase rom, marketologebi unda Seecadon, rom ganmarton, Tu ra aris myidvelis `Sav yuTSi. marketinguli stimulebi moicavs e.w. oTx P-is: produqts (Product), adgils (Place), fassa (Price) da stimulirebas (Promotion). sxva stimulebs miekuTvneba gare garemoSi arsebuli ZiriTadi Zalebi da movlenebi: ekonomikuri, teqnologiuri, politikuri da kulturuli. yvelaferi es SeaRwevs myidvelis e.w. `Sav yuTSi, sadac isini yalibdebian myidvelis reaqciaTa wyebad, romelTa dakvirvebac ukve SesaZlebelia, magaliTad, produqtis arCevani, brendis arCevani, dileris arCevani, Sesyidvis dro da Sesyidvis moculoba. marketologs surs, gaigos, rogor gardaiqmneba stimulebi reaqciebad momxmareblis `Sav yuTSi. Savi yuTi, Tavis mxriv, Sedgeba 2 nawilisagan. pirveli nawili _ myidvelis maxasiaTeblebi _ gavlenas axdens imaze, Tu rogor aRiqvams momxmarebeli stimulebs da rogor reagirebs maTze. meore nawili _ myidvelis mier gadawyvetilebis miRebis procesi _ gavlenas axdens myidvelis qcevaze. Tavdapirvelad, ganvixilavT, Tu myidvelis maxasiaTebeli niSnebi rogor zemoqmedeben yidvis procesSi myidvelis qcevaze, Semdeg ki myidvelis mier gadawyvetilebis miRebis process. momxmareblis qcevaze moqmedi maxasiaTeblebi momxmareblis mier produqtis Sesyidvaze Zlier gavlenas axdens kulturuli, socialuri, pirovnuli da fsiqologiuri maxasiaTeblebi (ixileT suraTi 5.2). umetes SemTxvevaSi, marketologebs ar SeuZliaT am faqtorebis kontroli, Tumca isini mxedvelobaSi unda iqonion. am maxasiaTebelTa ilustrirebas Cven movaxdenT hi poTezur momxmarebel ana floresze, kolejis kursdamTavrebul, daqorwinebul qalbatonze. is SefuTuli samomxmareblo saqonlis mwarmoebel wamyvan kompaniaSi brendis menejerad muSaobs. mas surs, rom moZebnos axali ram, romliTac dakavebuli iqneba Tavisufal dros da romelic saSualebas miscems, samuSao dRis Semdeg, daisvenos. am moTxovnilebis gamo anam gadawyvita fotokameris SeZena da fotosuraTebis gadaReba. mis mier fotokamerebis

suraTi 5 . 2
momxmareblis qcevaze moqmedi faqtorebi

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Sefasebisa da brendis SerCevis procesze bevri maxasiaTebeli moaxdenda gavlenas. kulturuli faqtorebi. kulturuli faqtorebi momxmareblis qcevaze uzarmazar gavlenas axdens. marketologma unda gaigos, ra rols TamaSobs myidvelis kultura, subkultura da socialuri klasi. kultura. kultura aris ZiriTadi faseulobebis, aRqmis, survilebisa da qcevebis erToblioba, romelsac sazogadoebis wevri ojaxisa da sxva mniSvnelovani institutebisgan iZens. bavSvi, romelic aSS-Si cxovrobs, Seiswavlis Semdeg faseulobebs: miRweva da warmateba, saqmianobaSi Cabma, efeqturoba da praqtikuloba, progresi, materialuri komforti, individualizmi, Tavisufleba, humanuroba, axalgazrduloba, sijansaRe da janmrTeloba. TiToeul jgufsa Tu sazogadoebas aqvs kultura da qcevaze misi zegavlena sxvadasxva qveyanaSi SesaZloa erTmaneTisagan Zalian gansxvavdebodes. am gansxvavebebis gauTvaliswineblobam SesaZloa araefeqturi marketingi an samarcxvino Secdomebi gamoiwvios. ana floresis kulturuli foni mis mier gadawyvetilebis miRebis procesze gavlenas moaxdens. misi survili, hqondes fotokamera, SesaZloa gamowveuli iyos imiT, rom is gaizarda Tanamedrove sazogadoebaSi, sadac fotokameris teqnologia Seiqmna. marketologebi yovelTvis cdiloben, TavianTi kvali daatyon kulturul Zvrebs, raTa SemdgomSi sasurveli axali produqtebi aRmoaCinon. magaliTad, kulturulma Zvrebma janmrTelobisa da sijansaRis mimarTulebiT jandacvis momsaxurebaTa uzarmazari industria Camoayaliba _ savarjiSo manqanadanadgarebi da tansacmeli, naklebad cximiani da ufero bunebrivi sakvebi produqtebi. araformalurobis tendenciam moxerxebul tansacmelsa da saxlis ufro martiv avejze moTxovnis zrda gamoiwvia. subkultura. TiToeuli kultura moicavs ufro patara subkulturebs an adamianTa jgufebs, romlebic iziareben garkveul faseulobaTa sistemas dafuZnebuls saerTo cxovrebiseul gamocdilebebsa da situaciebze. subkultura SeiZleba iyos erovnulobis, religiis, rasobriv jgufisa da geografiuli regionis mixedviT Camoyalibebuli. bevri subkultura mniSvnelovan sabazro segmentebs Seadgens. marketologebi xSirad qmnian iseT produqtebsa da marketingul programebs, romlebic maT moTxovnilebebzea morgebuli. aseT mniSvnelovan oTx jgufs aSS-Si qmnian laTinoamerikelebi, afrikuli warmoSobis (Savkaniani) amerikelebi, aziuri warmoSobis amerikelebi da aseve asakovani (mowifuli) momxmareblebi. aSS-is laTinoamerikelTa bazari kubeli, meqsikeli centraluri amerikis, samxreT amerikisa da puerto-rikoel adamianTa erToblioba moicavs TiTqmis 35 milion momxmarebels. gasul wels laTinoamerikelma momxmareb-lebma 425 miliard dolarze meti Rirebulebis saqoneli da momsaxureba SeiZines, rac 25%-iT aRemateboda im maCvenebels, romelic 2 wlis win dafiqsirda. momdevno 20 wlis ganmavlobaSi mosalodnelia am maCveneblis gaormageba, rac imas niSnavs, rom 2025 wlisaTvis es jgufi aSS-is mTeli mosaxleobis 19%-ze meti iqneba.4 laTinoamerikeli momxmareblebi orientirebulni arian cnobili brendebis maRalxarisxovan produqtebze arasamarko produqtebi am jgufSi kargad ar iyideba. am jgufis warmomadgenelTaTvis sayidlebi ojaxuri saqmea da brendis yidvisas bavSvebis sityvas didi mniSvneloba eniWeba. albaT, mniSvnelovania is faqtic, rom laTinoamerikelebi brendis erTgulni arian. isini aRmerTeben kompaniebs, romlebic maT mimarT gansakuTrebul interess iCenen.5 axla marketologebis umravlesoba qmnis iseT produqtebs, romlebic laTinoamerikelTa bazarzea gaTvlili. isini reklamebsa da mediaSi espanur enas iyeneben. magaliTad, General Mills sTavazobs Para su Familia-s seriis (Tqveni ojaxisTvis) burRuleuls laTinoamerikelebisaTvis; Mattel-ma barbis TojinebisaTvis Seqmna espanurenovani veb-gverdi (BarbieLatina.com), romelic amerikaSi mcxovrebi laTinoamerikeli gogonebisTvisaa gamiznuli. axlaxan Blockbuster-ma Tavis daaxloebiT 1,000 maRaziaSi gamoyo farTi espanur enaze dublirebuli

kultura (Culture) ZiriTadi faseulobebis, aRqmis, survilebisa da qcevebis erToblioba, romelsac sazogadoebis wevri ojaxisa da sxva mniSvnelovani institutebisgan swavlobs.

subkultura (Subculture) adamianTa jgufi, romelsac cxovrebiseuli gamocdilebasa da situaciaze dafuZnebuli erTiani faseulobaTa sistema gaaCnia.

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videoproduqciisaTvis. Kmart-ma wamoiwyo tansacmlis gamoSveba meqsikeli popvarskvlavi talias saxeliT. laTinoamerikelebis bazris dasapyrobad Sears-i Zal-Rones ar iSurebs, gansakuTrebiT, rodesac misi maRazia laTinoamerikul ubnebSi mdebareobs. Sears-i laTinoamerikul mosaxleobaSi aRiarebulia, rogorc erT-erTi yvelaze warmatebuli kompania. gasul wels man 25 milioni dolari daxarja am segmentisTvis gamiznul reklamaze. amavdroulad, laTinoamerikul ubenbs xSirad stumrobda Sears-is Fiesta Mobile, romelic ukravda musikas, gascemda prizebs da Sears-is sakredito baraTebis stimulirebas axdenda. Sears-i aseve Sears-i ganixileba erT-erT yvelaze warmatebul kompaniad aSSsponsorobs laTinoamerikuli kultuis laTinoamerikul mosaxleobaSi. espanurenovan veb-gverdze ris ZiriTad festivalebsa da koncermoce-muli teqsti da movlenebi guldasmiT aris morgebuli aSStebs. sacalo momxmareblebis espanurenis laTinoamerikuli warmomavlobis momxmarebelze. ovan veb-gverdze mocemulia Sears En Espanol (Sears espanurad) sarCevi da movlenaTa CamonaTvali, romelic swored laTinoamerikel momxmareblebzea gaTvlili. Sears-is erT-erTi yvelaze didi marketinguli miRwevaa Jurnali Nuestra Gente, `Cveni xalxi~ _ yvelaze didi espanurenovani Jurnali. Tumca, konkurenti kompaniebis fasdaklebebis gamo, bolo wlebSi Sears-is gayidvebis moculoba Semcirda. magram, laTinoamerikeli momxmareblebis gulmodgined SerCevis gamo, es segmenti mainc Sears-is erTguli rCeba.6

afrikuli warmoSobis amerikelebis (afroamerikelebi) ricxvi aSS-is mosaxleobaSi 35 milions aRwevs. is rom gamovyoT calke erovnebad, romlis msyidvelobiTi unari yovelwliurad 646 miliardi dolaria, afroamerikelebi msoflios mowinave 15 eris CamonaTvalSi Sevidodnen. aSS-Si Savkaniani mosaxleobis raodenoba, simdidrisa da kmayofilebis maCveneblebis mixedviT, izrdeba. miuxedavad imisa, rom afroamerikelebi, sxva segmentebisagan gansxvavebiT, yvelaze did mniSvnelobas fass aniWeben, isini aseve Zlier arian motivirebulni xarisxze da SerCevaze. brendebic mniSvnelovania. aseve mniSvnelovania yidvis procesi _ rogorc Cans, Savkanian momxmareblebs, iseT banalur produqtebzec ki, rogoric gastronomiuli produqtebia, sxva jgufebTan SedarebiT, vaWroba ufro siamovnebT. Savkaniani momxmarebeli aris modaSi yvelaze metad gacnobierebuli eTnikuri jgufi.7 ukanasknel wlebSi bevrma kompaniam SeimuSava specialuri produqtebi, momsaxurebis saxeebi, SefuTva da mimarTva Savkaniani amerikelebis moTxovnis dasakmayofileblad. magaliTad, Hallmark-ma 1987 wels wamoiwyoAAfrocentric-is brendis 16 misaloci baraTi. dRes es brendi afroamerikelebis kulturuli memkvidreobisa da tradiciebis aRsaniSnavad Seqmnil 900_ze met baraTs iTvlis. mravalferovani Jurnalebi, satelevizio arxebi da mediis sxva saSualebebi axla Savkaniani amerikeli momxmareblebisaTvis muSaobs. Savkaniani momxmareblebi TeTrkanianebze orjer mets xarjaven onlainmomsaxurebaze. isini sul ufro metad interesdebian iseTi veb-gverdiT, rogoricaa BlackPlanet.com, afroamerikelebis veb-gverdi, sadac 5.8 milioni momxmarebelia registrirebuli. BlackPlanet.com-is misiaa, Tavis wevrebs SesaZlebloba misces, `danergon mniSvnelovani personaluri da profesiuli urTierTobebi, miiRon informacia mTeli msofliodan da maTTvis xelmisawvdomi gaxados is saqoneli da momsaxureba, romelic cxovrebaSi ufro metis gakeTebis saSualebas miscems.~ sxva popularuli amgvari veb-gverdebia Afronet-i da BlackVoices-i.8 azieli amerikelebi _ swrafad mzardi da aSS-Si yvelaze SeZlebuli

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demografiuli segmenti, dRes 12 milionze met momxmarebels moicavs. am segments warmoudgeneli Semosavali aqvs yovelwliurad 296 miliardi dolari. Cineli amerikelebi Seadgenen udides jgufs, maT moyvebian fili pineli, iaponeli, indoeli da koreeli amerikelebi. 2025 wlisaTvis aSS-Si azieli amerikelebis ricxvi 24 milioni iqneba. isini teqnikis yvelaze didi moyvarulebis segments qmnian. es momxmareblebi xSirad dadian sayidlebze da eTnikuri jgufebidan yvelaze metad arian brendze orientirebulni, Tumca isini yvelaze naklebad arian brendis erTgulni da, sxva jgufebTan SedarebiT, ufro xSirad icvlian mas.9 am segmentis Zalian swrafad mzardi msyidvelobiTi unaris gamo, bevri kompania axla miznad isaxavs aziel amerikelTa bazris dapyrobas. magaliTad, Wal-Mart-ma sietlSi, sadac azieli amerikelebi mosaxleobis 13%-ze mets warmoadgenen, Tavis supermarketebSi calke seqciebi Seqmna azieli msaxiobebisa da momRerlebis audio-videoproduqciisTvis, janmrTelobisa da silamazis SesanarCunebeli produqciisTvisa da bavSvebisaTvis _ saswavlo videoproduqciis. finansuri momsaxurebebis mimwodebeli kompania Charles Schwab-i Zalisxmevas ar iSurebs SeZlebuli, Cineli amerikelebis bazris segments dasapyrobad. Schwab-is gamoTvlebiT, aSS-is sazogadoebis aziuri warmomavlobis nawili 3 milions iTvlis. maTgan naxevari sazRvargareT daibada da inglisuri meore enad iswavla. am auditoriisaTvis siamovnebis misaniWeblad Schwabs Asia Pasific Services-is (APS) ganayofma Cineli amerikelebisaTvis 14 ofisi gaxsna centralur adgilebSi, New York-is Cinur kvartalSi da Los Angeles-is `koreul qalaqSi~ (maTi umravlesoba SabaTobiTac Riaa, rodesac, Cveulebisamebr, azielebi cdiloben, fulis problemis gadaWras). garda amisa, APS-is mier dasaqmebulia 200-ze meti adamiani, romelnic momxmarebelTa momsaxurebis centrebSi Cinur, koreul an vietnamur enebze esaubrebian im aziel momxmareblebs, romelnic upiratesobas sakuTar, mSobliur enas aniWeben. Schwab-is Cinurenovan veb-gverdze yovelTviurad milionobiT vizitia dafiqsirebuli, sadac SesaZlebelia Seamowmon realur droSi safinanso bazrebis aqtivoba, axali ambebis saTaurebi da Seafason maTi

finansuri momsaxurebis mimwodebeli kompania Charles Schwab-i, Zalisxmevas ar iSurebs gansakuTrebiT SeZlebuli Cineli amerikelebis bazris segmentis dasapyrobad. man gaxsna Cinur enaze momuSave 14 ofisi da Cinurenovani veb-gverdi.

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Cadebuli investiciebis ukugeba. amis gamo Schwab-is APS-is klientebi Zalian erTgulni arian.10 aSS-is mosaxleobis asakidan gamomdinare, zrdasruli momxmareblebis bazari Zalian momxibvleli xdeba. axla isini 75 milions Seadgenen, xolo momdevno 25 weliwadSi maTi raodenobis gaormagebaa mosalodneli. 65 welze zeviT asakis adamianebis raodenoba 35 milionia, rac mTeli mosaxleobis 12%-ze metia. zrdasruli momxmareblebi finansurad ufro uzrunvelyofilni arian, vidre SedarebiT axalgazrda momxmarebelTa jgufebi.11 imis gamo, rom zrdasrul momxmareblebs aqvT ufro meti dro da fuli, maTTvis idealuria Semdegi ti pis produqtebi: egzotikuri mogzauroba, restornebi, saxlis maRalteqnologiuri gasarTobi produqcia, Tavisufali droisaTvis gankuTvnili saqoneli da momsaxurebebi, aveji da moda, finansuri da jandacvis momsaxurebebi. zrdasruli momxmareblebis survili, ufro axalgazrdulad gamoiyurebodnen, kosmetikis, sakuTari Tavis movlisaTvis aucilebeli produqtebis, janmrTelobisaTvis saWiro sakvebis, fitnes-produqtebisa da daberebis procesis SesaCerebeli produqciis momxmareblebad aqcevs. magaliTad, Kallog-ma All-Bran-is burRuleulisaTvis satelevizio rgoli gamouSva, romelSic 53-dan 81 wlamde asakis adamianebi wylis Txilamurebze srialeben, darbian, hokeis da xelburTs TamaSoben, Wild Thing-is melodiis TanxlebiT. `pepsis axlaxan gamoSvebuli reklamis mTavari gmiria axalgazrda kaci, romelic rok-koncertis SuagulSi dgas da aqeT-iqeT iyureba, raTa Tavis siaxloves mocekvave mamamisi dainaxos. Aetna-s reklama ki asaxavs asakovan adamians, yofil advokats, romelic pensiaze gasvlis Semdeg ocnebas aixdens da arqeologi gaxdeba. 12 ana floresis qcevaze yidvis procesSi zegavlenas moaxdens misi subkulturis identificireba. es faqtorebi ki, Tavis mxriv, imoqmedeben anas mier sakvebisa da tansacmlis SerCevaze, mis SemoqmedebiT saqmianobasa da karieristul miznebze. subkultura zemoqmedebs fotogadaRebebze, ramac SesaZloa gavlena iqonios rogorc anas fotokamerebiT dainteresebaze, ise brendebis yidvaze. socialuri klasi. TiTqmis yvela sazogadoebas socialuri klasis struqturis garkveuli forma gaaCnia. socialuri klasi aris sazogadoebis SedarebiT ucvleli nawili, romlis wevrebsac erTnairi faseulobebi, interesebi da qcevis wesebi aqvT. mecnierebma aSS-Si gamoyves 7 socialuri klasi, romlebic naCvenebia suraTze 5.3. socialuri klasi ar ganisazRvreba mxolod erTaderTi faqtoriT _ SemosavliT. igi izomeba saqmianobis, Semosavlis, ganaTlebis, simdidrisa da sxva maCveneblebis kombinaciiT. zogierT socialur sistemaSi sxvadasxva klasis wevrebs garkveuli mdgomareoba aqvT dakavebuli da ar SeuZliaT Secvalon igi. Tumca, aSS-Si socialur klasebs Soris zRvari araa myari da adamianebma SeiZleba gadainacvlon ufro maRal socialur klasSi an piriqiT. marketologebi socialuri klasebiT dainteresebulebi arian, radgan TiToeuli klasis warmomadgeneli yidvis procesSi erTnairad iqceva.13 socialuri klasebi upiratesobas aniWeben gansxvavebul produqtebs da brendebs iseT sferoebSi, rogorebicaa tansacmeli, saxlis aveji, Tavisufali saqmianoba da avtomobilebi. ana floresis socialurma klasma SesaZloa mis mier fotokameris yidvis gadawyvetilebaze iqonios gavlena. Tu is maRali socialuri klasis warmomadgenelia, misi ojaxi, albaT, Zvirfas foto kameras flobda da amitomac aris misi hobi fotografia. socialuri faqtorebi. momxmareblis qcevaze aseve gavlenas axdens iseTi socialuri faqtorebi, rogorebicaa momxmarebelTa patara jgufebi, ojaxi, socialuri roli da statusi.

socialuri klasi (Social class) sazogadoebis SedarebiT mudmivi danawileba sxvadasxva klasebad, romlis wevrebsac erTnairi faseulobebi, interesebi da qcevis wesebi aqvT.

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suraTi 5 . 3
socialuri klasebi aSS-Si

jgufebi. adamianis qcevas ganapirobebs bevri patara jgufi. jgufi Sedgeba ori an meti adamianisagan, romlebic individualuri an saerTo miznebis misaRwevad urTierToben. arsebobs sarekomendacio jgufebi (reference group), romlebic Sedgeba im misabaZi pirovnebebisagan, romelTa azric sazogadoebisaTvis mniSvnelovania. aseTi jgufi xSirad axdens zegavlenas im adamianebzec, romlebic maT ar ganekuTvnebian. iseve rogorc Tineijeri kalaTburTeli imedovnebs, rom odesme Los Angeles Lakers-Si iTamaSebs, aseve nebismieri individi miiswrafvis romeliRac erTaderT e.w. sawadel jgufSi (aspiration group) moxvedrisken. marketologebi cdiloben, gamoavlinon TavianTi miznobrivi bazrebis sarekomendacio jgufebi. maTi saSualebiT pirovnebebs uCveneben, Tu rogor moiqcnen, ra cxovrebis stili airCion, ra damokidebuleba unda hqondeT garkveuli produqtisa da brendis mimarT da a.S. jgufis gavlena cvalebadia produqtebisa da brendebis mixedviT. produqciisa da brendis mwarmoeblebi, romlebic Zlieri jgufis zegavlenis princi ps iziareben, unda mixvdnen, Tu rogor daukavSirdnen azris gamavrcelebels anu sarekomendacio jgufSi myof pirovnebas, romelic gansakuTrebuli kvalifikaciis, codnis, pirovnuli Tvisebebis an sxva unaris gamo gavlenas axdens jgufis sxva wevrebze. erT-erTi bolo kvlevis mixedviT gamovlinda, rom aTidan erTi amerikeli danarCen cxras eubneba, Tu rogor unda miscen xma, sad isadilon da ra iyidon. isini axdenen zegavlenas tendenciebis

jgufebi (Group) saerTo miznis an miznebis mqone ori an meti adamiani.

azris gamavrcelebeli (Opinion leader) sarekomendacio jgufSi myofi pirovneba, romelic gansakuTrebuli Cvevebis, ganaTlebis, pirovnuli Tvisebebis an sxva unarTa gamo gavlenas axdens jgufis sxva wevrebze.

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Camoyalibebaze, zemoqmedeben masobriv azrze da, rac yvelaze mniSvnelovania, udidesi raodenobiT produqcias `yidian~. maT miekuTvnebian is adreuli amTvisebelni (early adopter), romelTac pirvelebs hqondaT cifruli fotokamera da romlebic 11 seqtembris Semdeg pirvelebi gafrindnen TviTmfrinaviT. isini Seadgenen amerikelTa 10%-s, romelTac gansazRvres, Tu rogor unda icxovron danarCenebma TavianTi dadebiTi da uaryofiTi mxareebis gaTvaliswinebiT.14 bevri marketologi cdilobs, gamoavlinos TavianTi produqciis Sesaxeb azris gamavrceleblebi da marketinguli Zalisxmeva warmarTon maTken. isini iyeneben e.w. bazmarketings, romlis mizania sazogadoebaSi garkveuli azris gasavrceleblad azris gamavrceleblebi: marketologebi iyeneben e.w. bazmarketSexedulebebis gamavrcelebelTa speings, risTvisac izidaven cnobil pirebs an specialurad qmnian kicialuri momzadeba. magaliTad, niu-iorkis dec azris gamavrceleblebis saxeebs maT mier TavianTi brendebis erT-erTi marketinguli kompania Big Fat propagandisaTvis. magaliTad, Vespa-s motorolerze mjdomi modePromotions-i qiraobs xalxs, romlebic esaublebi avrceleben am kompaniis produqciis Sesaxeb dadebiT, sasirebian tavernis mepatroneebs garkveuli keTo informacias. saxis liqioris xarisxsa da Rirsebaze; porties, romelic internetiT Sesyidul saqonels Senobis vestibiulSi awyobs; dedebs, romelnic bavSvebis mcire ligis TamaSebze axal sarecx saSualebebze laparakoben, dabolos, mgzavrebs, romlebic saxlisaken mimaval gzaze axal PDA-ze TamaSoben.15 qvemoT mocemulia bazmarketingis kidev erTi magaliTi. los-anjelesi. zafxuli. kafe-baris zustad mopirdapire mxares Tvals mogWriT gaprialebuli, momajadoebeli motocikletebi da maTze amxedrebuli mrbolelebi, romelnic, rogorc Cans, dainteresebulni arian Tqveni gacnobiT. maT Vespa-s motorelze Tqveni erTi komplimentic ki sakmarisia, rom baikerebma siamovnebiT dagiweron misamarTi da telefonis nomeri. magram ara TavianTi, aramed im adgilobrivi butikisa, sadac Tqven SegiZliaT sakuTari Vespa-s motoroleri SeiZinoT, rogorc es repis varskvlavma siskom da kinos dedofalma sandra bulokma gaakeTes. da ai, aq ukve simarTle gamoaSkaravda: es ar aris spontanuri Sexvedra. isini motoroleris mZRolebad arian daqiravebulni Vespa-s xarjze, imisaTvis, rom rac SeiZleba metad Seamkon axalgamoSvebuli evropuli motocikletebi. keTili iyos Tqveni mobrZaneba bazmarketingis axal samyaroSi! bazmarketologebs axla rekorduli raodenobiT SexvdebiT quCebSi, kafebarebSi, Ramis klubebsa da internetSi. Vespa-s hyavs Tavisi motociklistebis jgufi. Hebrew National-i agzavnis ,,dedebis jgufs, raTa Tavisi hoT-dogebi ezoSi gamarTul mayalze Sewvan, maSin roca kompania Hasbro Games-s hyavs asobiT meoTxe da mexuTe klaselebis saxiT ,,saidumlo agentebi~, romlebmac unda miityuon Tanatolebi Hasbros POX-is eleqtronuli TamaSiT. maTi mizania, TiToeul sazogadoebaSi tendenciis mimdevrebis moZebna da megobrebsa da TayvanismcemlebSi TavianT brendze maTi alaparakeba. 16 ojaxi. myidvelis ojaxis wevrebs Zalian didi zegavlenis moxdena SeuZliaT mis qcevaze. ojaxis faqtors detalurad ikvleven. marketologebi dainteresebulni arian qmris, colisa da bavSvebis roliTa da gavleniT sxvadasxva produqtisa da momsaxurebis yidvis procesze. produqciis yidvisas col-qmris roli Zalian mravalferovania, rac damokidebulia Sesyiduli produqtis kategoriaze. aSS-Si, tradiciulad, coli

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ganagebda sakvebis, saojaxo produqtebisa da tansacmlis yidvas. magram axla, rodesac qalebis 70% muSaobs, mamakacebi ufro dainteresebulni arian saojaxo SesyidvebiT da ganageben sakvebis Sesyidvebis 40%-s. saerTo jamSi, sayidlebis 85% modis qalebze, romlebic weliwadSi 6 trilion dolars xarjaven.17 aseTi cvlilebebi adasturebs, rom marketologebma orive sqesis warmomadgenlebi unda amoiRon mizanSi. magaliTisTvis ganvixiloT sacalo movaWre Lowes-is saqmianoba. daiwyo brZola Tqveni saxlebis iersaxis gaumjobesebaze gankuTvnili dolarebisaTvis. kompania Lowes-ma ieriSi miitana da Zlevalmosilad daamarcxa Home Depot da aiZula, dacvaze gadasuliyo. es ar aris gasaidumloebuli xriki: moxibleT qalebi, radgan swored isini male ukan moitoveben TavianT qmrebs. Lowes-is mier Catarebuli kvlevis Tanaxmad, saxlebis iersaxis gasaumjobeseblad saWiro saqonlis yidvis iniciatorebi, ojaxSi, qalebi arian. isini iReben gadawyvetilebaTa 80%-s, gansakuTrebiT samzareulos mowyobis, iatakis dafarvis da abazanebis mowyoba-mopirkeTebis dros gamosayenebeli saqonlis yidvisas. qalebi Zalian afaseben Lowes-is maRaziis esTetikas. isini naTeli da vrcelia, daxlebs Soris gasasvlelebSi siwynarea, aranairi CoCqoli, aq savaWro mwkrivebSi supermarketis msgavsi niSnebia damagrebuli. ikrZaleba Taroebis win, iatakze saqonlis dawyoba. aseTi qmedeba wliur Semosavals, maRaziis yovel kvadratul metrze, zrdis, magram mwkrivebs Soris gasasvlelebs ketavs, rac ar moswonT mdedrobiTi sqesis warmomadgenlebs. axalgazrda CrdiloeTkarolineli wyvili pem da Soun penulinebi, romelTac axlaxan SeiZines bina sami saZinebliT, savaWrod wavidnen Lowes-isa da Home Depot-is maRaziebSi. pemis azriT, Lowes-Si ufro megobruli damokidebuleba aqvT. iq aris saxlis interieris mowyobilobaTa farTo arCevani da es maRazia araa orientirebuli kontraqtorebze. Lowes yuradRebas amaxvilebs xelgaSlil qalebze. ganvlili 10 wlis ganmavlobaSi Lowes-is yovelwliuri ukugeba 30% iyo, maSin rodesac Home depot-is maCvenebli mxolod 10%-s Seadgenda.18 ojaxSi yidvaze gadawyvetile-bis miRebis procesSi bavSvebis gavlenac Zlieria. magaliTad, eqvsi wlis asakis bavSvebma SeiZleba ojaxis mier manqanis SeZenis Sesaxeb gadawyvetilebis miRebaze imoqmedon. am faqtis gaTvalis-winebiT, Toyota-m Tavis miniavtobus SiennasaTvis bavSvebze gaTvlili sareklamo kampania ganaxorciela. Tu sxva am klasis manqanis mwarmoebeli firmebis reklamebi yuradRebas amaxvileben dedebze da ojaxis wevrebze, axali Sienna-s reklamebi bavSvebze arian orientirebulebi. magaliTad, erT-erT reklamaSi Sienna-s dizaincentris inJinrebi yvelafers akeTeben, imisaTvis, rom rac SeiZleba meti fuli gamosZalon mdidar klientebs. maT upirispirdeba sami velosi pedisti gogona, romlebic iTxoven garkveul maxasiaTeblebs da sxvebs rCevebsac sTavazoben: `me ojaxis gavlena Sesyidvebze: qali myidvelis misazidad Lowes yuradRemsurs 100 finjnis damWeri,~ _ bas amaxvilebs esTetikaze _ naTel da haerovan maRaziebze, farTo da Taambobs erTi. `14 sakmarisia?~ _ visufali gasasvlelebiT savaWro rigebs Soris, supermarketebis msgavsi ekiTxeba inJineri. meore reklamaSi maCvenebeli niSnebiT. ,,moxibleT qalebi, radgan swored isini male ukan gamyidveli bavSvi Toyota-s centrSi moito-veben male qmrebs~.

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myidvel bavSvs mini-batutis yidvas sTavazobs. `mas aqvs 230hpV6~, _ eubneba gamyidveli bavSvs. `es ras niSnavs?~ _ kiTxulobs myidveli. `pasuxSi darwmunebuli ar var~, _ miugebs pirveli. reklama aseT daskvnas akeTebs: `yvelaferi, rac bavSvebs surT. Yyvelaferi, rac Tqven gWirdebaT.~19 rolebi da statusi. adamiani bevr jgufSia gawevrianebuli ojaxi, klubebi, organizaciebi. adamianis pozicia TiToeul jgufSi SeiZleba ganisazRvros roliTa da statusiT. mSoblebis gverdiT ana floresi asrulebs qaliSvilis, ojaxSi _ colis, kompaniaSi ki _ brendis menejeris rols. roli im saqmianobebis erTobliobaa, romelsac elodeba mocemuli adamianisgan misi garemocva. ana floresis yoveli roli zegavlenas moaxdens mis msyidvelobiT qcevaze. yovel rols Seesabameba statusi, romelic asaxavs sazogadoebis mier mocemuli rolisaTvis miniWebul Sefasebas. magaliTad, brendis menejeris rols Cvens sazogadoebaSi aqvs ufro maRali statusi, vidre qaliSvilisas. rogorc brendis menejeri, ana iyidis iseTi saxis tansacmels, romelic, garkveulwilad, mis rolsa da statuss asaxavs. pirovnuli faqtorebi. myidvelis gadawyvetilebebze aseve zemoqmedebs iseTi pirovnuli maxasiaTeblebi, rogorebicaa: myidvelis asaki da sasicocxlo ciklis etapi, profesia, ekonomikuri mdgomareoba, cxovrebis stili, pirovneba da TviTaRqma. asaki da sasicocxlo ciklis etapi. adamianebi cxovrebis sxvadasxva etapze sxvadasxva produqcias yiduloben. es exeba sakvebs, tansacmels, avejs Tu garTobas. gemovnebis cvlileba adamianis asakTan aris dakavSirebuli. yidva aseve damokidebulia ojaxis sasicocxlo ciklis etapze, rac ojaxSi droTa ganmavlobaSi mimdinare cvlilebebs asaxavs. marketologebi TavianT miznobriv bazrebs xSirad ojaxis sasicocxlo ciklis etapis mixedviT gansazRvraven da TiToeuli etapisTvis Sesaferis produqtebsa da marketingul gegmebs qmnian. tradiciuli ojaxis sasicocxlo ciklis etapebi moicavs axalgazrda martoxelebs da daojaxebul bavSvebian wyvilebs. dRes kompaniebi sul ufro metad uSveben produqtebs alternatiul, aratradiciul etapebze myof pirebisTvis (dauqorwinebeli wyvilebi; martoxelebi, romlebic gvian ebmebian ojaxis uRelSi; uSviloebi; erTi sqesis wyvilebi; martoxela mSoblebi; mSoblebs, romelTac hyavT mozrdili Svilebi da sxvebi). magaliTad, axla sul ufro meti kompania muSaobs imisTvis, rom swrafad mzardi raodenobis ganqorwinebul wyvilebs moemsaxuros (ixileT marketingi muSaobis procesSi 5.1). axlaxan Sony-m Secvala Tavisi marketinguli midgoma. man orientacia aiRo miznobrivi bazris sasicocxlo ciklis etapebis gamovlenaze da Sesabamisi produqciis Seqmnaze. am analizis Sesabamisad gamovlinda 7 sasicocxlo etapis segmenti. maT Sorisaa Taoba Y (25 wlamde); axalgazrda profesionalebi/DINKs (ormagi Semosavali, aranairi bavSvebi, asaki _ 25-34weli); daojaxebulebi (35-54 weli) da e.w. `zumerebi~ _zoomers (asaki _ 55 weli da zeviT). axlaxan Sony-m daamzada reklama, romelic ,,zumerebze aris gamoznuli. zumerebi warmoadgenen iseT xalxs, romlebic pensiaze gavidnen an apireben gasvlas. reklama uCvenebs adamians, romelic cxovrobs im ocnebiT, rom gaaRwios samyaros maryuJebidan. Sinaarsi exeba ara marto pensiaze gasvlas, aramed im fsiqologiuri cxovrebis safexurebis Secvlas, rac Tan axlavs am process. `Cveni mizania momxmarebelTan daaxloeba,~ _ ambobs Sony-is marketingis aRmasrulebeli.20 saqmianoba. adamianis saqmianoba zemoqmedebs nayidi saqonlis da momsaxurebis xasiaTze. fizikuri samuSaos Semsrulebeli pirebi ufro uxeS samuSao tansacmels yiduloben, maSin rodesac kompaniis prezidentebi _ bizneskostiumebs. marketologebi cdiloben im dasaqmebuli jgufebis identificerebas, romelnic arian dainteresebulni maTi produqtebiTa da momsaxurebebiT. kompanias SeuZlia mxolod specialuri produqtebi Seqmnas, romlebic konkretul dasaqmebul jgufs sWirdeba. kompaniebi, romlebic kompiuterebis programul uzrunvelyofas amuSaveben, qmnian sxvadasxva programas brendis menejerebisaTvis, buRaltrebisaTvis, inJinrebisaTvis, advokatebisa da eqimebisaTvis.

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5.1
orientacia bazris aratradiciul segmentebze: gaSordiT Tqvens meore naxevars? _ miaSureT sayidlebs
rodesac los-anjelesel fsiqolog eila mesgals ojaxi daengra, ukan ar mouxedavs. man Tan waiRo mxolod tansacmeli da memkvidreobiT miRebuli zogierTi WurWeli. miuxedavad amisa da mwiri Semosavlisa, ramdenime Tvis Semdeg man 6,000 aSS dolarad muqi feris divani da saZinebeli garnituri SeiZina. `Zalian bevri motivi maqvs, rom swrafad Sevavso Cemi bina. es aris SesaZlebloba, CemTvis raRaca gavakeTo.~ kim lombardma, satelevizio prodiuserma torontoSi, meuRlesTan ganSorebidan 2 wlis Semdeg, aseve Tavidan moawyo bina axali avejiT, Tumca ara sakuTari surviliT. `rodesac colma mimatova, Tan waiRo yvelaferi~, _ ambobs kimi. man 25,000 dolari daxarja, divanis, kargi matrasis da 50-duimiani ekranis mqone televizoris SesaZenad. aqve SegviZlia ganvixiloT moulodnelad martod darCenili uol stritis bankiris magaliTi, erT naSuadRevs man daxarja 3,000 dolari Tavisi 17 wlis tyupebisaTvis saZinebeli oTaxis mosawyobad. axlad daqorwinebulma gamomcemelma, romelic Arts and Craft-is avejis maRazias ewvia, raTa Gustav Stickley-is saZine-beli SeeZina, magram maRazia sawo- liT, savarZliT, magidiTa da karadiT xeldamSvenebulma datova. aSS-Si bolo 30 wlis ganmavlobaSi ganqorwinebulTa ricxvi 5-jer gaizarda da, Tu 1970 wels Seadgenda 4 milions, 2000 wlisaTvis 20 milions miaRwia. pirvelad daqorwinebulTa TiTqmis naxevris Tanacxovreba gayriT mTavrdeba. aqedan gamomdinare, marketologebi midian im daskvnamde, rom ganqorwinebulebi warmoadgenen bazris aratradiciul segments. rodesac ori adamiani erTmaneTTan kavSirs wyvets, maT Soris qonebis Tanabari ganawileba iSviaTia. Cveulebriv, erT-erTi maTgani itovebs TiTqmis yvelafers, meore ki sayidlebze midis. `ganqorwinebis maRali done avejis biznesis macocxlebeli Zalaa.~ eWvgareSea, rom momxmareblebis motivacias SesyidvasTan dakavSirebiT, cxovrebis etapebi gansazRvravs. isini yiduloben, rodesac qorwindebian da rodesac Sordebian.~ axlad daqorwinebulebis msgavsad, axlad ganqorwinebulebsac sWirdebaT saxlis Sevseba, WurWlis tiloebiT da oTxnawiliani saZinebeli garnituriT dawyebuli da brtyelekraniani televizorebiT damTavrebuli. `momaval wels aSS-sa da kanadaSi ganqorwinebuli 2,4 milioni adamianis sul mcire naxevari swored saZineblebs SeiZens. maTi ricxvi ki milions aRwevs. ufro didi niSis povna SeuZlebelia,~ _ ambobs den kuverti, Jurnal Divorce-is (ganqorwinebulTa Jurnali) gamomcemeli. ganqorwinebuli wyvili saqonels mxolod saWiroebis gamo ar yidulobs, Sopingi tkivils ayuCebs. kuvertis TqmiT, gayrili adamianebi `warmoadgenen uzarmazar potenciur bazars, radgan isini fuls xarjaven `wamalze~, romelic maT ukeT agrZnobinebs Tavs.~ is iqve dasZens, rom isinic ki, vinc finansur kriziss ganicdian ZiriTadad qalebi, romelnic didi xnis Semdeg eyrebian meore naxevars cdiloben, sakuTar Tavs saukeTeso saSualebiT umkurnalon. Jurnalis myidvelTa gamokvleviT dadginda, rom kacebis 78% gasarTob sistemas yidulobs, maSin rodesac qalebis 69% axali saZineblis SeZenas amjobinebs. sacalo movaWreebi, rogorebicaa Crate&Barrel, Sears da Ikea, Seiswavlian martoxela klientebs, maT moTxovnilebebs da zrunaven maTze. `Cveni gamyidvelebi amboben, rom isini zogjer Terapevtebad grZnoben Tavs. maT ician, rom SeuZlebelia yvela mowyenili adamianis gamxiaruleba. es swored is situaciaa, romelic moiTxovs Zalze gonivrul midgomas.~ avejis erTma CrdiloeTkarolinelma damamzadebelma Tavisi gamyidvelebi gawvrTna, imisaTvis rom am ukanasknelebs Tvalyuri edevnebinaT im myidvelebisaTvis, romelTac msgavsi gansakuTrebuli moTxovnilebebi aqvT. `Cven Cvenive gamyidvelebs vaswavliT, rogor unda moemsaxuron adamians, romelic maRaziaSi daxetialobs. es ukanaskneli SesaZloa, ubralod, iyos saxlidan gamosuli,~ _ ambobs kompaniis mflobeli. Ikea-s warmomadgeneli qalbatoni akeTebs daskvnas, rom myidvelTa erT mesamedze meti, romlebTanac man 5 weliwadze meti imuSava, rogorc di-

cxovrebis sxvadasxva etapze gaTvlili marketingi: marketologebma aRmoaCines, rom, rodesac ganqorwinebuli wyvilis romelime naxevari midis sayidlebze, is, axaldaqorwinebulebis msgavsad, xelaxla iZens Tavisi saxlisaTvis saqonels, dawyebuli samzareulos nivTebidan, damTavrebuli televizorebiT.

gagrZeleba ix. gv. 154

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zainis konsultantma, ganqorwinebuli mamakacebi iyvnen. zogjer gamyidveli qalebi sakuTar TavSi surogat colebs aRmoaCenen xolme. magaliTad, saxlis avejis konsultanti Ikea-s Cikagos maRaziaSi Seron kleini, romelic myidvels dizainze aZlevs rCevebs. misi TqmiT, is xSirad xvdeba `jentlmens, romelsac viRacis, ufro metad ki qalis, daxmareba sWirdeba aucilebeli nivTebis sayidlad. isini giaxlovdebian da geubnebian `damexmareT!~ is aqve dasZens, rom, rodesac jeri bavSvebis saZineblis mowyobaze midgeba, imave myidvelebis safuleebi uZiro xdeba. `maT yovelTvis surT Zalian bevri damatebiTi nivTis yidva, raTa bavSvebis oTaxi ufro metad momxibvleli gaxadon, vidre sxva mSoblebis mier mowyobili oTaxebi,~ _ ambobs igi. bazris zrdis Sesabamisad, reklamis Semqmnelebi aqtiurdebian. Sears-is ganqorwinebaze gadaRebulma satelevizio reklamam wlebs gauZlo. erT dros mosiyvarule ganqorwi-

nebuli wyvili, romelmac gaiyo sarecxi da saSrobi manqanebi, Sears-Si dadis sayofacxovrebo teqnikis sayidlad. isini uxerxulad uRimian erTmaneTs. es cxovrebiseuli situaciis iumoristuli aRqmaa. ramdenime wlis win Ikea-m gauSva satelevizio reklama, rac kargi dasawyisi iyo. masSi naCvenebia saWesTan mjdomi qalbatoni, romelsac ukan mZinare qaliSvili uzis. is xmamaRla fiqrobs ganqorwinebasa da axali cxovrebis dawyebaze. retrospeqtulad ki gviCvenebs swored am qalbatons, romelic Ikea-s maRaziaTa gasavlelebSi daqris. presam da sazogadoebam es kampania Zalian kargad aRiqva. bevri marketologi Tavs aridebs ganqorwinebulTa segments, rogorc Zalian pesimisturs. `ganqorwinebulebi qmnian uaryofiTi emociebiT damuxtul bazris niSas. istoriulad, reklamis avtorebi ufro pozitiur imijs qmnian, magram es Seicvleba, radgan tendencia mimarTulia

miznobrivi segmentisaken~, _ ambobs erTi analitikosi. Montauk Sofa iyo erT-erTi pirvelTagani, romelmac maRalemociuri reklama Seqmna. moRimarsaxiani qalbatoni 1 900-dolarian rbil savarZelSi zis. teqsti iwyeba muqi feris asoebiT gamoyvanili sityvebiT: `mimatova. bewvze gadavrCi. ra menaRvleba... divani xom Cemia.~ am reklamam iseTi kargi STabeWdileba moaxdina Montauk-ze monrealSi dafuZnebuli avejis mwarmoebel kompaniaze, romelsac Svidi maRazia aqvs aSSsa da kanadaSi rom 5 wlis ganmavlo-baSi is swored mas atrialebda. `Cven STambeWdavi reaqcia miviReT ganqorwinebulebisaganac da asakSi SesulTaganac. qalebs es reklama gansakuTrebiT moswonT. igi maT Zalas matebs,~ _ ambobs tim zito, Montauk-is mflobeli. droTa ganmavlobaSi, erT dros tabudadebuli Tema axal mniSvnelobas iZens: `gayrilTa registracia.~

ekonomikuri mdgomareoba. adamianis ekonomikuri mdgomareoba zegavlenas axdens mis mier produqtis arCevanze. ana floress SeuZlia iyidos Zvirfasi Nikon-i, Tu mas sakmarisi Semosavali, danazogi an sesxis aRebis saSualeba aqvs. mwarmoeblebic, romlebic awarmoeben saqonels fasisadmi mgrZnobiare momxmareblisaTvis, ZiriTadad akvirdebian piradi Semosavlis danazogis da saprocento ganakveTis cvlilebis tendenciebs. Tu ekonomikuri indikatorebi migviTiTebs recesiaze, marketologebs SeuZliaT Secvalon TavianTi produqtebi.
cxovrebis stili (Lifestyle) pirovnebis cxovrebis wesi, romelic gamoixateba mis saqmianobaSi, interesebSi da SexedulebebSi.

cxovrebis stili erTi da imave subkulturis, socialuri klasis da profesiis adamianebs SesaZloa cxovrebis sxvadasxva stili hqondeT. cxovrebis stili aris pirovnebis cxovrebis wesi, gamoxatuli mis saqmianobaSi, interesebsa da SexedulebebSi an mis fsiqografiaSi. momxmareblis cxovrebis stilis gansazRvrisaTvis ZiriTadad gamoiyeneba e.w. AIO maCveneblebi _ Activities-saqmianobebi (samuSao, hobi, vaWroba, sporti, socialuri movlenebi), Interests-interesebi (sakvebi, moda, ojaxi, garToba) da Opinions-Sexedulebebi (sakuTar Tavze, socialur problemebze, biznesze, produqtebze). cxovrebis stili gulisxmobs ufro mets, vidre pirovnebis socialur klass an individualobas. is moicavs pirovnebis moqmedebebisa da urTierTobis srul models. ramdenime kvleviTma kompaniam daamuSava cxovrebis stilis klasifikacia. maTgan yvelaze gavrcelebulia SRI Consulting-is faseulobebis da cxovrebis stilis (VALS Values and Lifestyles) tipologia. VALS adamianis klasifikacias axdens imis mixedviT, Tu rogor atareben isini dros da xarjaven fuls. igi gamoyofs momxmarebelTa 8 jgufs ori ZiriTadi maCveneblis safuZvelze: sawyisi motivacia da resursebi. sawyisi motivacia moicavs idealebs, miRwevebsa da TviTgamoxatvas. SRI Consulting-is mixedviT,momxmareblebi,romlebic motivirebulni arian idealebiT, codniTa da princi pebiT xelmZRvaneloben. momxmareblebi, romlebic motivirebulni arian miRwevebiT, eZeben iseT produqtebsa da momsaxurebebs, romlebic sxvis TvalSi miRwevas niSnavs. momxmareblebi, romlebic motivirebulebi arian TviTgamoxatviT, miiswrafvian socialuri an fizikuri saqmianobisaken, mravalferovnebisa da riskisaken. TiToeuli orientaciis SigniT momxmareblebi, Tavis mxriv, iyofian maRali resursebisa da dabali resursebis mqone jgufebad. resursi ganisazRvreba Semosavlis, ganaTlebis, janmrTelobis, TviTdajerebulobis, energiisa da sxva

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faqtorebis erTobliobiT. momxmareblebi, romelTac resursebis Zalian maRali an Zalian dabali done aqvT, sawyisi motivaciebis miuxedavad, iyofian inovatorebad da arsebobisaTvis mebrZolebad. inovatorebi arian adaminebi, romelTac imdeni resursi gaaCniaT, rom isini sxvadasxva xarisxSi warmoadgenen samive sawyis motivacias. maTgan gansxvavebiT, arsebobisaTvis mebrZolni arian is adamianebi, romelTac imdenad mcire resursebi aqvT, rom ar gaaCniaT Zlieri sawyisi motivacia. maT yuradReba unda gaamaxvilon moTxovnilebebis da ara survilebis dakmayofilebaze. ludis cnobil brend Iron City-is markis mwarmoebelma kompaniam pitsburgidan faseulobebisa da cxovrebis stilis (VALS) ti pologia imijis ganaxlebisa da gayidvis gaumjobesebisaTvis gamoiyena. Iron City-is ludis realizacia mcirdeboda, vinaidan misma erTgulma, asakSi Sesulma momxmarebelma daiwyo naklebi ludis moxmareba. SedarebiT axalgazrdebi ki am brends ar yidulobdnen. VALS-is ti pologiam aCvena, rom, zogadad, ludis momxmareblebis yvelaze did segments warmoadgenen gamocdilebis SemZenni, xolo maT Semdeg raRacisken mswrafvelebis. imisaTvis rom gaeanalizebinaT Iron City-is imijTan dakavSirebuli problemebi, kompaniam am segmentebis gamokiTxva Caatara. maT dauriges sxvadasxva ti pis adamianTa suraTebi, raTa maTSi Iron City-s brendis pirveli momxmareblebi da Semdeg maTi cxovrebis stili: axali imijis stimulirebisaTvis Iron City-is lumsgavsi adamianebi amoecnoT. xalxma Iron dis reklamaSi Sereulia Zveli pitsburgis da axali, dinamikuri qalaqis damaxasiaTebeli elementebi. maT Soris naCvenebia misi axalCity-is momxmareblebad daasaxela muSebi, gazrda, siaxleebis moyvaruli mcxovreblebi, romlebsac swadiaT romelnic adgilobriv barTan iyvnen garTobac da muyaiTi Sromac. gaCerebulni. miuxedavad amisa, isini Tavs miiCnevdnen ufro Tanamedrove, gamrje da garTobis moyvarul adamianebad. isini mkacrad uaryofdnen pitburgis usaxur, mZime industriis imijs. am gamokvlevis mixedviT, Iron City-m Seqmna reklamebi, romlebiTac erTmaneTTan daakavSira Tavisi ludi da miznobrivi momxmareblis axali, TviTdamkvidrebuli imiji. am reklamebma ki erTmaneTTan daakavSira Zveli pitsburgis da axali, ganviTarebadi qalaqis imiji axalgazrda gamocdilebis SemZenni da raRacisken mswrafvelebi, romlebic erTobian da muyaiTadac muSaoben. kampaniis dawyebidan zustad erT TveSi Iron City-is gayidvebi 26%-iT gaizarda.21 cxovrebis stilis segmentacia SesaZloa gamoyenebul iqnas imis gasagebad, Tu rogor iyeneben momxmareblebi internets, kompiuterebsa da sxva teqnologiebs. kompania Forrester-ma ganaviTara `teqnografikis~ sqema, romelic momxmareblebs segmentebad yofs motivaciis, survilisa da teqnologiaSi fulis dabandebis SesaZleblobebis mixedviT. am sqemis Sesabamisad, momxmareblebi daiyo 10 kategoriad. maT Soris aris:22

mowinaveebi: kompiuterul teqnologiaze yvelaze did fuls xarjaven. isini karieraze koncentrirebulni, droSi SezRudulebi, moqnilni da teqnologiis ZiriTadi momxmareblebi arian; axali epoqis Svilebi: aseve fulis mflangvelebi, magram orientirebulni teqnologiaze, romelic gamoiyeneba ojaxis ganaTlebisa da garTobisTvis.

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kompiuterze mijaWvulebi: ,,anu, ase vTqvaT, kompiuteris Tagvze orientirebulebi: momxmareblebi, romlebic interaqtiur garTobaze amaxvileben yuradRebas da surT, uaxles gasarTob teqnologiaze daxarjon fuli. teqnologiisaTvis mebrZolni: momxmareblebi, romlebic wina planze ayeneben teqnologiebs; tradicionalistebi: patara qalaqebis mcxovrebni, romelTac, ZiriTadi masisagan gansxvavebiT, eWvi eparebaT teqnologiis ganviTarebaSi.

Delta Airlines-ma teqnografiki gamoiyena internetis meSveobiT bileTebis gayidvis gasaumjobeseblad. man marketinguli kampaniebi ganaxorciela mowinaveebisa da axali epoqis SvilebisaTvis. xolo sakuTari miznobrivi momxmareblis siidan amoSala teqnologiisadmi pesimisturad ganwyobili pirebi. guldasmiT gamoyenebis SemTxvevaSi, cxovrebis stilis koncefcias SeuZlia marketologebs daexmaros momxmarebelTa faseulobebis SecvlaSi da, agreTve, imis garkvevaSic, Tu rogor efeqts axdens es faseulobebi maT qcevaze yidvis procesSi. ana floress, magaliTad, SeuZlia nebismieri roli airCios unariani diasaxlisi, karieraze orientirebuli profesionali Tu Tavisufali suli an samive erTad. is TamaSobs ramdenime rols da is gza, romliTac is am samive rols erTmaneTs ukavSirebs, gamoxatavs misi cxovrebis stils. im SemTxvevaSi, Tu is profesionali fotografi gaxdeba, misi cxovrebis stilic Seicvleba, samagierod, Seicvleba isic, Tu ras da rogor yidulobs. pirovneba da TviTaRqma. TiToeuli adamianis gansxvavebuli pirovnuli maxasiaTeblebi gavlenas axdens mis qcevaze yidvis procesSi. pirovneba aris individis unikaluri fsiqologiuri maxasiaTeblebi, romlebic ayalibebs SedarebiT xangrZliv da Tanmimdevrul qcevas garemosTan mimarTebaSi. pirovneba xSirad aRiwereba iseTi zedsarTavebiT, rogorebicaa Tavdajerebuli, gavleniani, komunikabeluri, avtonomiuri, daculi da agresiuli. pirovnuli maxasiaTeblebis gamoyeneba SeiZleba momxmareblis yidvis qcevis gasaanalizeblad. magaliTad, yavis mwarmoeblebma aRmoaCines, rom yavis intensiuri momxmareblebi komunikabelurni arian. amdenad, myidvelTa misazidad kompania Starbucks-i qmnis iseT garemos, romelSic adamianebs SeuZliaT gantvirTva, dasveneba da saubari finjan cxel yavasTan erTad. arsebobs idea, rom brendsac gaaCnia pirovnuli maxasiaTeblebi da rom momxmareblebi irCeven im brends, romlis pirovneba maT sakuTars Seesabameba. brendis pirovneba aris maxasiaTeblebis specifikuri kompleqsi, romelic SeiZleba mieweros ama Tu im brends. erT-erTma mkvlevarma brendis pirovnebis 5 maxasiaTebeli gamoyo:23 1. gulwrfeloba (praqtikuli, patiosani, alali da mxiaruli); 2. aRelvebuloba (Zvirfasi, cocxali, STambeWdavi da Tanamedrove); 3. kompetenturoba (sando, inteleqtualuri da warmatebuli); 4. daxvewiloba (umaRlesi klasi da momxibvleli); 5. simkacre (uxeSi). mkvlevarma aRmoaCina, rom cnobili brendebis didi nawili erT-erT maxasiaTebelTanaa asocirebuli: Levis-i _ `simkacresTan~, MTV-i (musikaluri satelevizio programebi) _ `aRelvebasTan~, CNN-i _ `kompetenturobasTan~, Campbell _ `gulwrfelobasTan~. aqedan gamomdinare, es brendebi im adamianebis yuradRebas i pyroben, romelnic imave pirovnul maxasiaTeblebs atareben. bevri marketologi iyenebs koncefcias, romelic dakavSirebulia pirovnebasTan individis TviTaRqma (igive TviTimiji). TviTaRqmis ZiriTadi winapiroba aris is, rac gaaCniaT adamianebs, exmareba da gavlenas axdens maT pirovnebaze. anu `Cven varT isini, rac varT.~ amgvarad, momxmareblis qcevis Sesaswavlad marketologebma, Tavdapirvelad, unda Seiswavlon urTierTkavSiri, romelic momxmareblis TviTaRqmasa da mis realur niSan-Tvisebebs Soris arsebobs. fsiqologiuri faqtorebi. Sesyidvis procesSi adamianis arCevanze did gavlenas axdens oTxi fsiqologiuri faqtori: motivacia, aRqma, swavla, rwmena da damokidebuleba.

pirovneba (Personality) individis unikaluri fsiqologiuri maxasiaTeblebi, romlebic ayalibebs SedarebiT xangrZliv da Tanmimdevrul qcevas garemosTan mimarTebaSi.

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motivacia. Cven viciT, rom ana floresi dainteresda fotokameris yidviT. ratom? sinamdvileSi, ras eZebs is? ra moTxovnilebis dakmayofileba surs mas? pirovnebas nebismier mocemul momentSi aqvs bevri moTxovnileba. zogierTi biologiuria, gamowveuli SimSiliT, wyurviliT an sxva diskomfortiT. zogierTi maTgani fsiqologiuria: aRiarebis, pativiscemis an sakuTrebis moTxovnileba. moTxovnileba iqceva motivad, rodesac is garkveul intensivobas iZens. motivi aris moTxovnileba, romelic aiZulebs pirovnebas, eZebos am moTxovnilebis dakmayofilebis gzebi. fsiqologebma Camoayalibes adamianTa motivaciis Teoriebi. maTgan yvelaze popularulia zigmund froidisa da abraam maslous Teoriebi. maT sruliad yavis seriozuli moyvarulni avlenen midrekilebas, iyvnen socialugansxvavebuli mniSvneloba aqvT rad aqtiurni. amitom momxmareblis mozidvis mizniT Starbucks-i da sxva momxmarebelTa analizisa da marketin- yavis saxlebi qmnian iseT garemos, rom xalxs SeeZlos dasveneba da urTierToba finjan yavasTan erTad. gisaTvis. zigmund froidi varaudobda, rom adamianebi umetes SemTxvevaSi ver acnobiereben maTi qcevis ganmapirobebel motivacia (Motivation) realur fsiqologiur Zalebs. man pirovneba ganixila, rogorc subieqti, ZiriTadi mamoZraveromelic izrdeba da Tavis TavSi Trgunavs umetes survils. es survilebi beli Zala, romelic arasodes ar ispoba da ar eqvemdebareba srul kontrols. isini Cndebian gamomdinareobs momocnebebSi (sizmrebSi); SeiZleba wamocdes adamians nevrozul, nervul da SiSiT xmareblis gacnobierebuli Tu gaucnoSepyrobil mdgomareobaSi, gansakuTrebiT ki fsiqozis dros. aqedan gamomd- bierebeli moTxovinare, froidi varaudobs, rom adamians bolomde ar aqvs gacnobierebuli nilebisagan da miTavisi qcevis motivi. Tu ana floress surs, SeiZinos ZviradRirebuli marTulia am moTxovfotokamera, man SeiZleba Tavisi motivi daaxasiaTos, rogorc hobi an karieris nilebebis dakmayogakeTebis survili. Tu kargad davukvirdebiT, SeiZleba aRmoCndes, rom is filebis gzebis yidulobs fotokameras Tavisi SemoqmedebiTi niWiT sxvebze STabeWdilebis Ziebisaken. mosaxdenad. Tu ufro metad CavuRrmavdebiT, SesaZloa aRmoCndes rom is fotokameras yidulobs imisaTvis, rom Tavi kvlav axalgazrdad da damoukideblad igrZnos. termini motivaciis kvleva gulisxmobs Tvisobriv kvlevas, romelic motivi (mamoZravebegamoiyeneba momxmarebelTa faruli, qvecnobieri motivaciebis Sesaswavlad. am li Zala) Motive dros mkvelvarebi agroveben informacias produqtis SerCevis procesSi ufro (drive) moTxovnileba, romeRrma motivebis gamosaaSkaraveblad. amisaTvis isini iyeneben winadadebis lic aiZulebs pirovdasrulebis, sityvieri asociaciis, e.w. melnis laqisa da multfilmebis nebas, eZebos am moTinterpretaciis testebs. Sesabamisad, aRweren brendis ti pur momxmareblebs an xovnilebis dakmayoadgenen ocnebebsa da fantaziebs brendebisa Tu yidvis situaciis Sesaxeb filebis gzebi. (ixileT marketingi muSaobis procesSi 5.2). abraam masloum axsna, Tu ratom marTavs adamianebs garkveuli moTxovnilebebi garkveul dros. ratom xarjavs erTi adamiani ufro met drosa da energias sakuTar usafrTxoebaze, meore ki _ sxvebisagan pativiscemis damsaxurebaze? maslou Tvlis, rom adamianis moTxovnilebebs ierarqiuli struqtura aqvs, rogorc es naCvenebia suraTze 5.4. is aerTianebs fiziologiur, usafrTxoebis, socialuri kavSirebis, TviTpativiscemisa da TviTgamoxatvis moTxovnilebebs. adamiani cdilobs, upirveles yovlisa, daikmayofilos yvelaze mniSvnelovani moTxovnileba. mas Semdeg, rac igi dakmayofildeba, is AaRar iqneba motivatori da adamiani Seecdeba, daikmayofilos Semdegi yvelaze mniSvnelovani moTxovnileba. magaliTad, moSimSile xalxs (fiziologiuri moTxovnileba) sul ar ainteresebs is uaxlesi movlenebi, romlebic xelovnebaSi xdeba (TviTgamoxatvis moTxovnileba), arc is, Tu rogor pativs scemen maT sxvebi (socialuri kavSiris an pativiscemis moTxovnileba), arc is, sunTqaven Tu ara sufTa haers (usafrTxoebis moTxovnileba), magram, rogorc ki dakmayofildeba TiToeuli mniSvnelovani moTxovnileba, Semdegi yvelaze mniSvnelovani saWiroeba dgeba rigSi.

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5.2
e.w. axloemociuri kvleva: fsiqologiuri gavlena momxmarebelze
momxmareblebma xSirad ar ician an ar SeuZliaT AaRweron, Tu ra ganapirobebs maT moqmedebas. amdenad, motivaciis mkvlevarebi mravalferovan sacdel saSualebebs iyeneben, imisaTvis rom naTeli mohfinon im emociebsa da damokidebulebebs, romlebic momxmareblebs brendisa da yidvis procesSi Seqmnili situaciebisadmi uCndebaT. es zogjer ucnauri saSualebebi, romlebic moicavs Tavisufal asociaciasa da e.w. melnis laqis interpretaciebs, avlens momxmarebelTa ocnebebs da fantaziebs brendebisa Tu yidvis procesSi Seqmnili situaciebis Sesaxeb. erTi-erTi avtori gvTavazobs mokle amonarids motivaciis kvlevidan: kvleva gamoiyena aTeulobiT wlis ganmavlobaSi vaWrobis krizisis gamomwvevi mizezebis dasadgenad. Shell Oil-is korporaciuli reklamis menejeri siqstus oiSli iyo. Tveebis ganmavlobaSi is da misi mkvlevarTa gundi momxmareblis fsiqikas ikvlevdnen. gadioda Tveebi, Sedegi ki ar Canda. `Cven vcadeT fsiqologiuri mexsierebis Seswavla, sizmris Terapia,~ _ aRniSnavs is, magram amaod. erTi mxriv, respondentebs urigebdnen svel Tixas, raTa gamoeZerwaT sxvadasxva figura, romlebic Shell-isadmi maT grZnobebs gamoxatavda. oiSlim gadawyvita, rom radikaluri gadawyvetilebebis dro dadga. imisaTvis rom momxmareblis yuradReba miepyro benzinis brendisaTvis, Shell-i ufro Sors unda wasuliyo. oiSlim moiwvia mkvlevari, romelic fokus-jgufebTan hi pnozis gziT muSaobaSi iyo gamocdili. oiSlis TqmiT, Sedegebma skeptikosebic ki ganacvifra. `unda giTxraT, rom es iyo gamaognebeli ram,~ _ ganacxada man. Suqis Caqrobis

`dila mSvidobisa, qalbatonebo da batonebo, dRes aq mogiwvieT patara samomxmareblo kvlevis Casatareblad. axla daweqiT taxtze, modundiT da SeecadeT, ganTavisufldeT yvelaferi imisagan, rac xels uSlis Tqvens warmosaxvas. Tavdapirvelad, warmoidgineT brendebi, rogorc saukeTeso megobrebi. vivaraudoT, rom Tqven TiTqos SegiZliaT gaesaubroT televizors ras ityoda is? an ras etyodiT mas? . . axla ki warmovidginoT Sampuni, rogorc cxoveli. ganagrZeT, nu grcxveniaT! ra cxoveli iqneboda is? panda Tu lomi? gveli Tu matylis Wia? saboloo varjiSisaTvis ki davsxdeT da movimarjvoT Cveni jadosnuri markeri. daxateT namcxvris saTqvefis tipuri gamomyeneblis suraTi. ras atarebs is? winsafars Tu saSinao kabas? saqmian kostiumsa Tu kankanis kabas?~
aseTi saproeqcio teqnika Zalian sasacilod gamoiyureba, magram marketologebi mas sul ufro xSirad iyeneben momxmareblis fsiqikaSi Rrmad Cawvdomis da ukeTesi marketinguli strategiebis Camoyalibebis mizniT. magaliTad, Shell Oil-ma aseTi

PT Cruiser-i: fenomenalurad warmatebuli retros stilis manqana, romelic nawilobriv asocirebs 1920-iani wlebis gangsterebis manqanasTan, nawilobriv ki 1950-iani wlebis manqanasTan da londonis taqsisTan _ anu, realurad, popularuli survilis qromSi da metalSi gansxeuleba.

rogor xsnis maslous Teoria ana floresis interess, iyidos fotokamera? Cven vxvdebiT, rom anam daikmayofila fiziologiuri, usafrTxoebisa da socialuri kavSirebis moTxovnilebebi. isini aranairad ar axdenen misi interesebis motivirebas fotokameris SesaZenad. fotokamerisadmi interesi SesaZloa momdinareobdes sazogadoebis mxridan ufro meti pativiscemis an TviTgamoxatvis Zlieri saWiroebidan. SesaZloa anas surs, rom Semoqmedi adamiani gaxdes da sakuTari Tavi fotografiaSi gamoxatos.

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Semdeg mkvlevarma respondentebi daabruna Soreul bavSvobaSi. `isini sul ufro uaxlovdebodnen warsulis dReebs da uceb mkvlevari Tavis respondents eubneba: `miambeT benzingasamarT sadgurTan urTierTobiT miRebul Tqvens pirvel gamocdilebaze. amis mere adamianebi iwyebdnen mexsierebis daZabvas. _ ixsenebs oiSli. _ isini yvebodnen _ sam-naxevari wlis viyavi. . . vijeqi mamaCemis axal avtomobilSi. . . ise detalurad aRwerdnen am yvelafers, TiTqos es yovelive guSin moxda. Cems gancvifrebas sazRvari ar hqonda. Tumca namdvili saocreba win iyo, respondentebis transidan gamosvlis Semdeg, rodesac mkvlvarma isini realobaSi daabruna, igi respondentebs SeekiTxa, benzinis romel mimwodeblebs aniWebT upiratesobaso. iman gamaoca, rom es adamianebi am gamocdilebas yovelTvis TavianT axalgazrdobas ukavSirebdnen~, _ ambobs oiSli. erTma moxalise qalbatonma ganacxada, rom is yovelTvis aniWebda upiratesobas manqanis avzis gavsebas Texaco-Si. Cvens kiTxvaze _ ratom? _ man gvi pasuxa: ar vici, raRac kargi maxsendeba masTan dakavSirebiT. da iciT, es iyo is patara, samnaxevari wlis bavSvi, romelic mamikos manqanaSi ukana savarZelze iyo mokalaTebuli. Shell-i qmnis axal marketingul midgomebs, romlebic dafuZnebulia hi pnozis qveS myofi avtomobilistebisagan Segrovebul Sexedulebebze. rogorc Cans, iq, sadac Shell-s bedma umtyuna, mizezi iyo is, rom sul mcire 16 wlamde asakis adamianebi benzins ar yiduloben da, aqedan gamomdinare, ar iyo saWiro, yvelaze patara momxmareblebis mizanSi amoReba. `maT araferi icodnen Shell-is Sesaxeb. Cven mivxvdiT, rom ukeTesi iqneboda, yuradRebis gamaxvileba imaze, Tu am adamianebze adreul asakSi rogor mogvexdina zegavlena~, _ ambobs oiSli. maT msgavsad, DaimlerChrysler-ma motivaciis kvleva gamoiyena axali, warmatebuli manqanis Sesaqmnelad.

ramdenime wlis win DaimlerChryslerma daiwyo axali, `Zalian magari~ manqanis Seqmna _ `segmentis saocreba~, romelic qvecnobierad daak-

mayofilebda sxvadasxva asakis da Semosavlis mqone momxmareblis moTxovnas. es ki ufro metis gakeTebas gulisxmobda, vidre Cveulebrivi fokus-jgufis kvleva iyo. amdenad, DaimlerChrysler-ma daiqirava fsiqologi kloteir refeili, momxmarebelTa Sinagani grZnobebis gamosacdelad. mTavari winapiroba: produqti, romelsac vyidulobT, CvenTvis raRacas niSnavs. is erTi mTlianis nawilia. `rac ufro metad vswavlobT amerikul kulturas, miT ufro metad vxedavT, rogor iWreba Cveni manqanebi Cvensave fsiqikaSi, da, amasTanve, ukeT SegviZlia davinaxoT, Tu rogor vergebiT mTeli cxovrebis sqemas,~ _ ambobs DaimlerChrysler-is marketinguli kvlevis direqtori devid bostviki. fokus-jgufebis Seqmnis nacvlad, refeilma gamoiyena kvlevis `prototipis~ saxeliT cnobili meTodi. am meTodiT kvlevis dros monawileebi wvebian rbil matrasebze, usmenen musikas sibneleSi da asociaciebs eZeben. bostvikis mixedviT, es tvinSi iwvevs zustad im procesebs, romlebsac sizmrisgan gamofxizlebulni SevigrZnobT. `es aris tvinis Zalze specifikuri saqmianoba, romelic saSualebas gvaZlevs, CavwvdeT TviT gaucnobierebel fiqrebsac ki,~ _ ambobs bostviki. refeilma aRmoaCina, rom amerikelebi arian mewarmeebi, individualistebi, Tavisuflebis moyvarulni, gamWriaxni, magram, imavdroulad, axalgazrdulni da TviTSemwynareblebi. rac ufro mniSvnelovania, man aRmoaCina, rom bevri nostalgiiT itanjeboda. am rTul da xSirad SezRudul droSi manqanis myidvelebi ocnebobdnen im warsul dReebze, roca yvelaferi SedarebiT martivi da usafrTxo iyo da rodesac xalxi sakuTari TaviT kmayofili iyo. `am yvelaferma dagvanaxva, rom xalxi eZebs raRacas, rac garegnul dacvasa da Sinagan komforts sTavazobs. es yvelaferi Cven Cvens dizainerTa jgufs gavandeT,~ _ ambobs bostviki. Sedegad miiRes PT Cruiser DaimlerChrysler-is fenomenalurad warmatebuli, retros stilis man-

qana. `uol strit Jurnali mas aRwers, nawilobriv rogorc 1916-20iani wlebis gangsterul manqanas, nawilobriv ki rogorc 1950-iani wlebis manqanas da londonis taqsis. erT-erTi analitikosi aRniSnavs, rom PT Cruiser aris borblebze Semdgari fokus-jgufi, popularuli survilis rkinaSi gansxeuleba. misi nostalgiuri garegnoba da dacviTi eqsterieri, romelTac Tan erTvis kargad aRWurvili da maRalfunqciuri interieri, TiTqmis yovel CvenganSi emocias aRZravs. Seqmnidan zustad 2 weliwadSi aSSis momxmareblebma SeiZines 225,000ze meti PT Cruiser. `Cven ar vgegmavdiT axali bazris Camoyalibebas. Cven, ubralod, SevqmeniT is, rac adamianebs TavSi utrialebdaT. manqana warsulSi gvabrunebs, magram ara saukunis garkveul etapze. ubralod, im dros gvaxsenebs, rodesac yvelaze ukeT vgrZnobdiT Tavs. es aris `tradiciis dResaswauli. . . da Tan patara, ucnauri janyi.~
zogi marketologi uaryofs msgavs kvlevebs,miiCneven ra mas uazrod. miuxedavad amisa, Shell-isa da DaimlerChrysler-is msagvsad, bevri kompania cdilobs, Rrmad Cawvdes momxmareblis qvecnobierebas. erT-erTi analitikosis mixedviT, `msgavs taqtikas iziareben sxvadasxva dargis lideri kompaniebi. Kraft-Si, Coca-ColaSi, Procte&Gamble-sa da DaimlerChryslerSi amjobineben saqmianobis daWeras Tanamedrove sakonsultacio firmebTan, rogorebicaa Archetype, Discoveries, PsychoLogics da Semiotic Solutions.
wyaroebi: Examples adapted from Ruth Shalit, The Return of the Hidden Persuaders, Salon Media, September 27, 1999, accessed online at www.salon.com. Also see Annetta Miller and Dody Tsiantar, Psyching Out Consumers, Newsweek, February 27, 1989, pp. 4647; Alison Stein Wellner, Research on a Shoestring, American Demographics, April 2001, pp. 3839; Phil Patton, Car Shrinks, Fortune, March 18, 2002, pp. 187190; PT Cruiser, Journal of Business and Design, accessed online at the Corporate Design Foundation Web site, www.cdf.org, June 2003; TasteReview & Outlook: Sweet 16, Wall Street Journal, January 24, 2003, p. W13; and information found at www.ptcruiserclub.com, August 2003.

aRqma. motivirebuli adamiani mzadaa moqmedebisaTvis. adamianis qceva damokidebulia mis mier situaciis aRqmaze. yoveli Cvengani Seicnobs situacias xuTi saxis mgrZnobelobiT: mxedveloba, smena, ynosva, Sexeba da gemo. TiToeuli Cvengani informaciis miRebas, organizebas da interpretacias individualurad axdens. aRqma aris procesi, romliTac adamianebi arCeven informacias, axorcieleben mis organizebas da interpretacias, gare samyaros srulyofili suraTis Sesaqmnelad.

aRqma (Perception) procesi, romliTac adamianebi arCeven, awesrigeben da interpretacias ukeTeben informacias, raTa Seqmnan gare samyaros srulyofili suraTi.

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suraTi 5 . 4
moTxovnilebis ierarqia maslous mixedviT

erTi da igive stimuli sxvadasxva adamianma SeiZleba sxvadasxvagvarad aRiqvas aRqmis sami procesis gamo: SerCeviTi yuradReba, SerCeviTi damaxinjeba da SerCeviTi damaxsovreba. adamianebze yoveldRiurad didi raodenobiT stimulebi moqmedeben. magaliTad, erTi analitikosi askvnis, rom adamiani yoveldRe daaxloebiT 5,000 reklamas xedavs. 24 SeuZlebelia man yuradReba miaqcios yvela am stimuls. SerCeviTi yuradReba gulisxmobs imas, rom momxmarebeli misTvis miwodebuli informaciidan amCnevs mxolod nawils da amitom mimwodeblebis amocanaa momxmareblisaTvis informaciis ise miwodeba, rom mii pyros misi yuradReba. TviT SemCneuli stimulic ki yovelTvis ar aRiqmeba saTanadod. TiToeuli adamiani miRebul informacias gonebis skivrSi aTavsebs. SerCeviTi damaxinjeba gulisxmobs adamianTa miswrafebas, moaxdinos informaciis interpretacia ise, rom man daadasturos is, risic am adamianebs ukve sjeraT. ana floresma SesaZloa moisminos gamyidvelis cudi da kargi Sexedulebebi konkurentunariani fotokameris brendebTan dakavSirebiT. imis gamo, rom mas moswons Nikon-is fotokamera, is, ase vTqvaT, amaxinjebs informacias am fotokameris sasargeblod. marketologebma unda gaiTvaliswinon SerCeviTi damaxinjebis tendencia da Seecadon gaigon, Tu rogor SeuZlia imoqmedos man reklamis da gayidvis Sesaxeb arsebuli informaciis interpretaciaze. adamianebi ver imaxsovreben maT mier SemCneul mTel informacias. isini imaxsovreben im informacias, romelic emTxveva maT Sexedulebebs da rwmenas. SerCeviTi damaxsovrebis gamo ana imaxsovrebs Nikon-is dadebiT mxareebs, maSin rodesac iviwyebs konkurenti fotokamerebis dadebiT mxareebs. SerCeviTi yuradRebis, damaxinjebisa da damaxsovrebis gamo, marketologebma bevri unda imuSaon informaciis momxmareblamde misatanad. amiT aixsneba is, Tu marketologebi informaciis miwodebis dros ratom mimarTaven sxvadasxva saSualebebs da gameorebebs. zogierTi momxmarebeli imas ganicdis, rom marketinguli Setyobinebebi maTze zegavlenas moaxdens ise, rom amas isini verc mixvdebian es yovelive ki SesaZlebeli iqneba qvecnobieri reklamis saSualebiT. 1957 wels erT-erTma mkvlevarma ganacxada, rom man Semdegi frazebi `miirTvi popkorni~ da `dalie koka-kola~ niu-jersis kinoTeatrSi gamoaCina yovel 5 wamSi erTxel, 1/300-wamis xangZlivobiT. man aRniSna, miuxedavad imisa, rom mayureblebma ver gaacnobieres es gzavnilebi, maT isini qvecnobierad STanTqes da 58%-iT meti `popkorni~ da 18%-iT meti `koka-kola iyides. Zalian male raklamis Semqmnelebi da momxmarebelTa uflebebis dacvis jgufebi dainteresdnen qvecnobieri aRqmiT. xalxma SiSi gamoxata imasTan dakavSirebiT, rom xdeba maTi gonebis ,,gamorecxva~. kaliforniis StatSi da kanadaSi es saqmianoba arakanonierad gamoacxades. miuxedavad imisa, rom mkvlevarebma mogvianebiT aRiares, rom maT zemoTxsenebuli monacemebi gamoigones, sakiTxi mainc ver mogvarda. zogierTi momxmarebeli kvlav SiSobs, rom maTze qvecnobieri SetyobinebebiT mani pulirebas axdenen. fsiqologebma da momxmarebelTa qcevis mkvlevarebma mravali kvlevis safuZvelze daadgines, rom qvecnobier Setyobinebebsa da momxmarebelTa qcevas

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Soris aranairi kavSiri ar arsebobs. rogorc Cans, qvecnobier reklamas, ubralod, ara aqvs Zala, romelsac mas kritikosebi miaweren. reklamis SemqmnelTa umravlesobas sasacilod miaCnia e.w. industriis SeTqmulebis Teoria, rodesac TiTqos momxmareblebis mani pulireba uxilavi Setyobinebebis saSualebiT xdeba.25 swavla. moqmedebisas adamianis goneba bevr rames iTvisebs da swavlobs. swavlis procesi asaxavs im cvlilebebs, romelsac miRebuli gamocdileba axdens pirovnebis qcevaze. mkvlevarebi amboben, rom adamianis qcevaTa umravlesoba swvlis Sedegad aris SeZenili. Seswavla xdeba moTxovnilebis, stimulis, miniSnebis, reaqciisa da ganmtkicebis urTierTqmedebis Sedegad. Cven vnaxeT, rom ana floress aqvs TviTrealizaciis ganzraxva. ganzraxva aris Zlieri Sinagani stimuli, romelic mouwodebs moqmedebisaken. anas ganzraxva iqceva motivad, rodesac igi mimarTulia garkveuli stimulis obieqtisaken, am SemTxvevaSi _ foto-kamerisaken. anas pasuxi ideaze, iyidos kamera, ganpirobebulia arsebuli e.w. gamRizianebliT miniSnebiT. miniSneba aris stimuli, romelic momxmareblis motivacias mimarTulebas aZlevs, gansazRvravs rodis, sad da rogor reagirebs myidveli. vitrinaSi fotokameris danaxva, specialuri informaciis gageba fasdaklebaze da meuRlis mxardaWera yovelive es miniSnebebia, romelTac SeuZliaT anas reaqciaze gavlena moaxdinon, rodesac is dainteresebulia kameris yidviT. davuSvaT, ana yidulobs Nikon-s. Tu is SenaZeniT kmayofili darCeba, albaT, mas sul ufro xSirad gamoiyenebs. misi reaqcia kamerebze iqneba ganmtkicebuli. SemdgomSi, rodesac mas mouwevs kameris, Wogritis, durbindis an sxva msgavsi produqtebis SeZena, imis albaToba, rom is Nikon-is produqts iyidis, didia. marketologTaTvis swavlis Teoriis praqtikuli mniSvneloba aris is, rom maT SeuZliaT produqtze moTxovna Seqmnan, Tu mis asocirebas Zlier moTxovnilebasTan moaxdenen, motivirebul miniSnebebs gamoiyeneben da dadebiTi ganmtkicebis SegrZnebas warmoSoben. rwmena da damokidebuleba. keTebisa da swavlis dros adamianebs uyalibdebaT rwmena da damokidebuleba. rac, Tavis mxriv, yidvis procesze gavlenas axdens. rwmena aris pirovnebis aRweriTi, advilad gasagebi Tvalsazrisi raRacis Sesaxeb. ana floress SesaZloa sjera, rom Nikon-is kamera SesaniSnav suraTebs iRebs, didxans saimedod muSaobs da SedarebiT iafi _ 450 dolari Rirs. es rwmena SeiZleba damokidebuli iyos realur codnaze an Sexedulebaze da SesaZloa hqondes an ar hqondes emociuri datvirTva. magaliTad, ana floresis rwmenam, rom Nikon-is kamera mZimea, misi gadawyvetileba SesaZloa Secvalos an, piriqiT, ar Secvalos. marketologebi dainteresebulni arian im rwmeniT, romelic adamianebs uyalibdebaT produqtebsa da momsaxurebebze, imitom rom es rwmenebi qmnis produqtis da brendis imijs, rac zemoqmedebs maT gayidvebze. Tu zogierTi rwmena mcdaria d xels uSlis yidvas, marketologs mis Sesacvlelad saTanado kampaniis Catareba dasWirdeba. adamianebs TavianTi damokidebuleba aqvT religiis, politikis, tansacmlis, musikis, sakvebisa da TiTqmis yvelafris mimarT. damokidebuleba aris pirovnebis mier Tanmimdevruli, dadebiTi an uaryofiTi Sefaseba, STabeWdileba Tu tendencia sagnis an ideis mimarT. damokidebuleba adamians gonebriv CarCoSi aqcevs, mas moswons an ar moswons sagnebi, miiltvis maTken an piriqiT. amgvarad, ana floress SesaZloa hqondes iseTi damokidebuleba, rogoricaa `SeiZine saukeTeso~, `iaponelebi msoflioSi saukeTeso produqcias amzadeben~ da `SemoqmedebiToba da TviTgamoxatva cxovrebaSi yvelaze mniSvnelovania.~ aseT SemTxvevaSi, Nikon-is kamera anas arsebul damokidebulebebs kargad Seesabameba. Znelia damokidebulebaTa Secvla. arsebobs adamianis damokidebulebis modeli da erTi maTganis Secvlam SesaZloa sxvaTa Secvlac moiTxovos. ase rom kompania, Cveulebriv, unda cdilobdes, rom misi produqti arsebul damokidebulebebs moergos, nacvlad imisa, rom es damokidebulebebi Secvalos. rasakvirvelia, arsebobs gamonaklisebi, rodesac damokidebulebebis Secvla SesaZloa Zalze Zvirad dagvijdes. 1994 wlamde, 20 wlis ganmavlobaSi, aSS-Si rZis moxmareba Zalian
swavla (Learning) cvlilebebi pirovnebis qcevaSi, gamowveuli swavlis procesSi miRebuli gamocdilebis gavleniT.

rwmena (Belief) pirovnebis aRweriTi, advilad gasagebi Tvalsazrisi (azri) raRacis Sesaxeb.

damokidebuleba (Attitude) pirovnebis Tanmimdevruli dadebiTi an uaryofiTi Sefaseba, STabeWdileba an tendencia sagnis an ideis mimarT.

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dabali iyo. mizezi iyo is, rom rZes aRiqvamdnen, rogorc janmrTelobisaTvis arc Tu sasargeblo, araTanamedrove produqtad, romelic mxolod bavSvebisaTvis iyo sasargeblo. am azris ugulebelsayofad aSS-is rZis mewarmeTa nacionalurma asociaciam (National Fluid Milk Processors Education Program (MilkPEP)) daiwyo sareklamo kampania. reklamebSi monawileobdnen cnobili adamianebi rZiT dasvelebuli piriT, etikets ki ewera: `gnebavT rZe? (got milk?)~ kampania ara marto popularuli, aramed Zalze warmatebulic aRmoCnda, ramac, Tavis mxriv, jer SeaCera rZis moxmarebis Semcirebis tendecia da, ufor metic, gazarda rZis moxmareba. kampania dResac grZeldeba. miuxedavad imisa, rom miznobrivi bazris ZiriTad nawils 20 wlis qalebi Seadgenen, bazari gafarTovda da moicva Tineijerebi, ramac mSoblebis aRfrTovaneba gamoiwvia. Tineijerebi agroveben sareklamo broSurebs iseTi cnobili adamianebis gamosaxulebebiT, rogorebic arian bensoni da lian rimsi; supermodeli taira benksi; sportis kerpebi, rogorebic arian jef gordoni, mia hemi, venus da serena viliamsebi. TineijerebSi popularobis mopovebis Semdeg vebgverdic ki (www.whymilk.com) Seiqmna, romelzec axalgazrdebs SeuZliaT TviTon datkbnen rZiT moTxupnuli ulvaSebis damokidebulebis Secvla Znelia, magram rZis mewarmeTa nanaxviT da Seamowmon uaxlesi etiketebi, cionaluri asociaciis (National Fluid Milk Processors) mier Catareixilon reklamebi an miiRon saWiro bulma kampaniam `rZis ulvaSi" Secvala damokidebuleba rZis informacia. rZis gayidvebs xels uwyobs mimarT. sxvadasxva masobrivi marketinguli RonisZiebebi. magaliTad, daqiravebul iqna 28futis sigrZis traileri, romelic gaformebuli iyo manhetenis ,,Taim sqveris amsaxveli dekoraciiT. traileri qveynis sxvadasxva kuTxeSi mogzaurobda da awyobda Souebs. Sekrebil Tineijerebs SeeZloT musikisTvis moesminaT da 15-wamiani mimarTvis sityviT gamosuliyvnen MTV-is programa Total Request Live-Si. maT aseve saSualeba hqondaT, gamoCeniliyvnen Jurnal `Rolling Stone-Si rZis ulvaSebiT. amasobaSi, maT SeeZloT ubralo sodianis nacvlad rZe mierTvaT. TiToeuli maTgani pirobas debda, rom isini yvelafers gaakeTebdnen, raTa SeemcirebinaT `kalciumis nakleboba mosaxleobaSi rZis nawarmis gamoyenebis gziT.26 axla Cven SegviZlia SevafasoT momxmareblis qcevaze gavlenis mqone mravali Zala. momxmareblis arCevani damokidebulia kulturuli, socialuri, pirovnuli da fsiqologiuri faqtorebis zemoqmedebaze. myidvelis gadawyvetilebis miRebis procesi axla, rodesac gavecaniT im garemoebebs, romlebic myidvelebis arCevanze zegavlenas axdenen, Cven mzad varT, SeviswavloT momxmareblis mier yidvis Sesaxeb gadayvetilebis miRebis procesi. blok-sqema suraTze 5.5 gviCvenebs, rom myidvelis gadawyvetilebis miRebis procesi Sedgeba 5 etapisagan: saWiroebis Secnoba, informaciis moZieba, alternativebis Sefaseba, yidvaze gadawyvetilebis miReba da yidvis Semdgomi qceva. sinamdvileSi, yidvis procesi ZiriTadad Sesyidvamde bevrad ufro adre iwyeba da didxans grZeldeba. marketologebma yuradReba unda gaamaxvilon yidvis mTel procesze da ara marto SeZenis gadawyvetilebaze.

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suraTi gviCvenebs, rom myidvelebi SeZenis dros zogadad yvela etaps gadian. magram zogjer myidveli Cveulebad qceul, rutinuli Sesyidvebis dros gamotovebs an gadaanacvlebs zogierT etaps. kbilis pastis yidvisas myidvel qalbatons saWiroebis gacnobierebisTanave SeuZlia miiRos gadawyvetileba garkveuli brendis yidvis Taobaze. Sesabamisad, gamotovebs informaciis moZiebisa da alternativebis Sefasebis etapebs. saWiroebis Secnoba. yidvis procesi iwyeba saWiroebis gacnobierebiT myidveli Seicnobs problemas an saWiroebas. saWiroeba SesaZloa gamowveuli iyos Sinagani stimuliT, maSin rodesac erTi pirovnebis normaluri moTxovnilebebi SimSili, wyurvili, seqsi im dones aRwevs, rodesac ganzraxva warmoiSoba. saWiroeba SeiZleba gamoiwvios agreTve gare stimulma. ana floresma SesaZloa axali hobis saWiroeba igrZno megobarTan fotografiaze saubris an fotokameris sareklamo rgolis naxvis Semdeg. am etapze marketologma unda gamoikvlios momxmarebeli, raTaA gaarkvios, ra saxis moTxovnilebebi Tu problemebi wamoeWrebaT, ra iwvevs maT da rogor moqmedeben isini momxmarebelze garkveuli produqtebis SerCevisas. informaciis moZieba. dainteresebulma momxmarebelma SesaZloa moiZios an ar moiZios damatebiTi informacia. Tu momxmareblis saWiroebis Secnoba SeiZleba gamowveuli iyos reklamiT. ganzraxva Zlieria da misi moTxovnilebis aSS-is rZis mewarmeTa nacionalurma asociaciis es reklama Sesabamisi produqti xelmisawvdomia, momxmare- atyobinebs myidvelebs, rom Zvlebis gasamagreblad saWiroa beli mas yidulobs. winaaRmdeg SemTxvevaSi, rZis produqtebi. momxmarebeli imaxsovrebs am saWiroebas an masze informaciis moZiebas iwyebs. yvelafers rom Tavi davaneboT, aviRoT ana floresis magaliTi. is, albaT, ufro met yuradRebas miaqcevs fotokameris reklamebs, megobrebis fotokamerebsa da saubrebs maT Sesaxeb. man SeiZleba ufro aqtiurad daiwyos saWiro masalis moZieba nacnobebisagan an informacia sxva gzebiT moi povos. Ziebis xangrZlivoba damokidebuli iqneba sxvadasxva faqtorze: yidvis ganzraxvis siZliereze; informaciis raodenobaze, romliTac igi iwyebs Ziebis process; damatebiTi informaciis mopovebis sirTuleze; faseulobaze, romelsac igi miiRebs damatebiTi informaciiT da im kmayofilebis grZnobaze, romelsac is Ziebis procesSi iRebs. momxmarebels SeuZlia informacia sxvadasxva wyarodan miiRos. maT Sorisaa: pirovnuli wyaroebi (ojaxi, megobrebi, mezoblebi, nacnobebi), komerciuli wyaroebi (reklama, realizatorebi, dilerebi, SefuTva, gamofenebi), sazogadoebrivi wyaroebi (masmedia, sareitingo organizaciebi), gamocdilebiTi wyaroebi (produqciis floba, gamocda, gamoyeneba). sxvadasxva informaciis wyaros zegavlena gansxvavebulia produqtisa da myidvelis Sesabamisad. ZiriTadad, momxmarebeli produqtis Sesaxeb informaciis udides nawils komerciuli wyaroebidan iRebs, anu im wyaroebidan, romlebsac marketologebi akontroleben. Tumca yvelaze efeqtiani wyaro pirovnuli wyaroebia. Cveulebriv, komerciuli wyaroebi informacias awvdis myidvels, pirovnuli wyaroebi ki akanonebs da/an afasebs produqtebs myidvelebisaTvis. ufro meti informaciis mopovebasTan erTad, izrdeba momxmareblis codna bazarze arsebul brendebsa da maT niSan-Tvisebebze. informaciis moZiebisas

suraTi 5 . 5
myidvelis gadawyvetilebis miRebis procesi

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ana floresma Seityo, rom misTvis xelmisawvdomia bevri brendis fotokamera. informacia mas aseve daexmara, gamoericxa zogierTi brendebi. kompaniam unda Camoayalibos iseTi marketinguli kompleqsi, romelic saSualebas miscems momxmarebels, advilad gaerkves viTarebaSi da gaakeTos arCevani. kompaniam agreTve didi yuradRebiT unda gansazRvros momxmarebelTa informaciis wyaroebi da TiToeuli wyaros mniSvneloba. alternativebis Sefaseba. rogor akeTebs momxmarebeli arCevans brendis amden alternativas Soris? marketologs esaWiroeba icodes, Tu rogor afasebs momxmarebeli alternativebs, anu rogor amuSavebs igi xelT arsebul informacias arCevanis gasakeTeblad. samwuxarod, yvela yidvis situaciaSi momxmareblebi Sefasebis martiv da erTaderT process ar iyeneben. piriqiT, arsebobs Sefasebis ramdenime varianti. momxmareblebi brendis SesarCevad ramdenime proceduras mimarTaven. Tu rogor afasebs alternativebs momxmarebeli, damokidebulia individualur momxmarebelze da yidvis specifikur situaciaze. zogierT SemTxvevaSi, momxmareblebi iyeneben gamoTvlebsa da logikur azrovnebas. sxva SemTxvevebSi, igive momxmareblebi naklebad afaseben an saerTod uaryofen maT. ufro metic, isini impulsurad yiduloben, eyrdnobian ra intuicias. zogjer momxmareblebi Tavad iReben yidvis Sesaxeb gadawyvetilebas; zogjer rCevisaTvis mimarTaven megobrebs, momxmarebelTa megzurebs an gamyidvelebs. modiT, warmovidginoT, rom sabolood ana floresma arCevanis areali oTx fotokameramde Seamcira. amasTan warmovidginoT, rom igi mniSvnelobas aniWebs, ZiriTadad, oTx atributs suraTis xarisxs, aparatis gamoyenebis simartives, aparatis zomasa da fass. mopovebuli informaciis safuZvelze anas Camouyalibda rwmena, Tu ramdenad aqvs TiToeul brends xsenebuli niSanTvisebebi. Tu ana yidvis gadawyvetilebas daamyarebs mxolod erT atributze, misi arCevanis winaswar gansazRvra advili iqneba. magaliTad, Tu mas yvelaze metad suraTis xarisxi sWirdeba, is im kameras iyidis, romelic, misi azriT, yvelaze kargi xarisxis suraTebs iRebs. magram myidvelTa umravlesoba mxedvelobaSi iRebs ramdenime atributs, romelTagan TiToeuls sxvadasxva mniSvneloba aqvs. Cven rom vicodeT, dasaxelebuli oTxi atributidan ana romels (da ramdenad) aniWebs upiratesobas, SevZlebdiT misi kameris arCevanis winaswar gansazRvras. marketologebma myidvelebi unda Seiswavlon, raTa gaarkvion, Tu rogor xdeba maT mier realurad brendis alternativebis Sefaseba, am Sefasebis procesis codnis SemTxvevaSi, marketologebi SeZleben myidvelis gadawyvetilebaze zegavlenis moxdenas. yidvaze gadawyvetilebis miReba. Sefasebis etapze momxmareblis mier arsebuli alternativebis ranJireba xdeba. ZiriTadad, momxmareblis SeZenis gadawyvetileba yvelaze sasurveli brendis yidvas iTvaliswinebs. Tumca orma faqtorma SesaZloa SeZenis Sesaxeb gadawyvetilebis miRebaze zegavlena iqonios. pirveli faqtoria sxvebis damokidebuleba. im SemTxvevaSi, Tu ana floresis qmari fiqrobs, rom anam naklebfasiani fotoaparati unda iyidos, anas Sansi, SeiZinos ZviradRirebuli kamera, Semcirdeba. meore faqtori gauTvaliswinebeli situaciebia. momxmarebels yidvis ganzraxva, SesaZloa, Camouyalibdes iseTi faqtorebis gaTvaliswinebiT, rogorebicaa _ mosalodneli Semosavali, mosalodneli fasi da produqtis mosalodneli sargebeli. magram moulodnelma movlenebma SesaZloa mas yidvis ganzraxva Seacvlevinos. ana floresma SesaZloa dakargos samsaxuri, sxva nivTis yidva ufro saswrafo aRmoCndes an megobarma uTxras, rom igive modelis fotoaparatma mas ar gaumarTla. SesaZloa, sxva fotoaparatis fasebi Semcirdes. amrigad, prioritetebis arseboba da TviT SeZenis ganzraxvac ki yovelTvis SerCeuli produqtis yidviT ar sruldeba. yidvis Semdgomi qceva. marketologis samuSao produqtis SeZeniT ar mTavrdeba. misi SeZenis Semdeg, momxmarebeli an kmayofilia, an ukmayofilo da es pirdapir kavSirSia marketologTan. ra ganapirobebs momxmareblis kmayofilebas Tu ukmayofilebas produqtis yidvis SemTxvevaSi? pasuxi momxmareblis molodinsa da produqtis mier Sesrulebuli funqciebis aRqmaSi imaleba. Tu produqti molodins ar amarTlebs, momxmarebeli imedgacruebulia; Tu is

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amarTlebs molodins, momxmarebeli kmayofilia da im SemTxvevaSi, Tu molodins aWarbebs, es ukanaskneli aRfrTovanebulia. rac ufro didia sxvaoba (naprali) mosalodnel da faqtiur maxasiaTeblebs Soris, miT ufro didia momxmareblis imedgacrueba. aqedan gamomdinare, gamyidvelebma unda Seqmnan iseTi produqcia, romelic namdvilad asaxavs mis Sesaxeb gavrcelebul informacias. zogierTi gamyidveli, Segnebulad, Semcirebulad warmoadgens Tavisi produqciis Tvisebebs, raTaA momxmareblis am produqtiT dakmayofilebis done gazardon. magaliTad, Boeingis gamyidvelebi sakmaod TavdaWerilad afaseben TavianTi TviTmfrinavebis potenciur SesaZleblobebs da SesaZlo sargebels. isini TiTqmis yovelTvis saTanadod ver afaseben maTi TviTmfrinavebis mier sawvavis xarjis efeqturobas myidvelebs pirdebian 5%-ian danazogs, romelic bolos 8%-mde izrdeba. myidvelebi, bunebrivia, aRfrTovanebulebi arian mosalodnelze ukeTesi maCvenebliT. Sesabamisad, isini kvlav yiduloben da sxva potenciur myidvelebs mouTxroben, rom Boeing-i Tavis sityvas zedmiweviT asrulebs. SemecnebiTi TiTqmis yvela msxvili SenaZeni Sedegad iZleva e.w. SemecnebiT disonanss disonansi (Cognitive an diskomforts, rac gamowveulia yidvis Semdgomi konfliqtiT. yidvis dros dissonance) xdeba kompromisis gakeTeba garkveuli brendis sasargeblod. momxmareblebi myidvelebis diskomusiamovnod igrZnoben Tavs, rodesac Seicnoben nayidi brendis uaryofiT mxa- forti, gamowveuli reebs da gaigeben sxva brendebis SesaZlo sargeblis Sesaxeb. amdenad, momx- e.w. yidvis Semdgomi mareblebi TiToeuli SeZenisas ase Tu ise grZnoben, sul mcire, yidvis Semdgom konfliqtiT. disonans.27 ratomaa ase mniSvnelovani myidvelis dakmayofileba? imitom, rom kompaniis produqciis gayidva ZiriTadad damokidebulia momxmarebelTa or mniSvnelovan jgufze axal myidvelebsa da SenarCunebul myidvelebze. Cveulebriv, axali myidvelis mizidva ufro Zviri jdeba, vidre Zvelis SenarCuneba. arsebuli myidvelebis SenarCunebis saukeTeso gza ki aris maTi dakmayofileba. myidvelis kmayofileba ki myidvelebTan mogebiani urTierTobebis Camoyalibebis sawindaria: maTi SenarCuneba, SeZlebisdagvarad raodenobis gazrda da maTgan faseulobebis miReba. kmayofili myidvelebi produqts isev yiduloben, siamovnebiT elaparakebian masze sxvebs, nakleb yuradRebas aqceven konkurent brendebsa da reklamebs da am kompaniisagan sxva produqtebsac yiduloben. bevri marketologi myidvelTa imedebis gamarTlebisaTvis ki ara, maTi aRfrTovanebis SegrZnebis miRwevisTvis ibrZvis. ukmayofilo myidveli sxvagvarad reagirebs. cudi gamonaTqvami ufro male vrceldeba, vidre kargi. mas SeuZlia Zalian swrafad daazaralos kompaniisa da misi produqtebisadmi momxmarebelTa damokidebuleba. ukmayofilo myidvelTa umravlesoba TavianT problemebs kompanias ar uziarebs, amitom kompaniam regularulad unda akontrolos myidvelTa kmayofilebis done. am gziT kompanias SeuZlia daadginos, rogor muSaobs da rogor SeiZleba gaaumjobesos Tavisi saqmianoba. magram rogor unda moeqces kompania ukmayofilo myidvelebs? sul mcire, kompania sTavazobs ufaso satelefono nomrebsa da vebgverdebs, raTa marTos maTi saCivrebi da gamokiTxvebi. magaliTad, bolo 2 aTwleulis ganmavlobaSi Gerber-is cxel xazze (1-800-4-GERBER) xuT milionze meti zari Semovida. cxeli xazis momsaxure personali, romlis umravlesobas dedebi da bebiebi Seadgenen, rCevebs iZlevian bavSvis movlasTan dakavSirebiT. isini 2,400-ze met abonents pasuxoben dRe-RameSi. General Electric-i sTavazobs onlain GE Answer Center-s. am veb-gverdze myidve arCevanis gakeTeba: warmodgenili reklama produqtis saclebs SeuZliaT gaecnon didi raodenobis infor- delad yidvis stimulirebas axdens kuponebis SeTavazebiT.

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macias GE-is aTasobiT produqtze. aq aris informacia dawyebuli, yidvis Semdgom gaCenil yvelaze xSir SekiTxvebze pasuxebiT da damTavrebuli momxmareblis mier ganxorcielebuli instalaciisa da aparaturis SekeTebis dros gaCenili SekiTxvebiT, TviT instalaciiTa da SekeTebis gadasaxadiT. myidvelebs, romlebic veb-gverdze pasuxebs ver pouloben, SeuZliaT GE-is telefonze darekon da myidvelTa momsaxurebis warmomadgenels pirdapir gaesaubron. yidvis Sesaxeb gadawyvetilebis miRebis procesis SeswavliT marketologebi SeZleben gzebis moZiebas,ATu rogor SesTavazon momxmareblebs produqti. magaliTad, Tu momxmareblebi axal produqts imis gamo ar yiduloben, rom isini mis saWiroebas ver aRiqvamen, marketings SeuZlia sareklamo kampania awarmoos, romelic axali produqtis saWiroebaze amaxvilebs yuradRebas da aCvenebs, Tu rogor SeuZlia mocemul produqts momxmarebelTa problemebis gadaWra. Tu momxmarebeli icnobs produqts, magram ar yidulobs imitom, rom arakeTilganwyobili aris mis mimarT, marketologma unda i povos saSualeba, produqtisadmi momxmareblis damokidebulebis Sesacvlelad. myidvelis gadawyvetilebis miRebis procesi axali produqtis Sesyidvisas Cven ganvixileT is etapebi, romlebsac myidvelebi gadian, cdiloben ra TavianTi moTxovnilebebi daikmayofilon. myidvelebma es safexurebi SesaZloa swrafad an, piriqiT, nela gaiaron da SeiZleba zogierTi maTgani gamotovon kidec. bevri ramaa damokidebuli myidvelis bunebaze, produqtebsa da yidvis procesis dros Seqmnil situaciaze. axla Cven ganvixilavT, Tu rogor irCeven myidvelebi axal produqts. axali produqti aris saqoneli, momsaxureba an idea, romelic potenciuri myidvelis mier aRiqmeba, rogorc axali. is SesaZloa didi xania arsebobs bazarze, magram Cven gvainteresebs, Tu rogor igeben momxmareblebi Tavdapirvelad produqtis Sesaxeb da rogor iReben gadawyvetilebas misi SeZenis Sesaxeb. aTvisebis procesi aris gonebrivi faza, rodesac individi gadaamuSavebs pirvelad gagonil informacias inovaciis (misTvis axali produqtis) Sesaxeb misi SeZenis Taobaze saboloo Camoyalibebamde. aTviseba (adoption) aris gadawyvetileba, romelsac individi iRebs, raTa produqtis regularuli momxmarebeli gaxdes.28 aTvisebis procesis safexurebi. axali produqtis gaazrebis procesis dros momxmareblebi xuT etaps gadian:

axali produqti (New product) saqoneli, momsaxureba an idea, romelic potenciuri myidvelis mier aRiqmeba, rogorc axali.

aTvisebis procesi (Adoption process) gonebrivi faza, rodesac individi gadaamuSavebs pirvelad gagonil informacias inovaciis (misTvis axali produqtis) Sesaxeb misi SeZenis Taobaze saboloo Camoyalibebamde.

gaTviTcnobiereba: momxmarebeli igebs axali produqtis Sesaxeb, magram nakleb infromacias flobs mis Taobaze. interesi: momxmarebeli eZebs informacias axal produqtze. Sefaseba: momxmarebeli ganixilavs, Rirs Tu ara produqtis sacdelad yidva. sacdelad yidva: momxmarebeli cdilobs, axlos gaecnos da gamoscados axali produqti (misi nimuSi an mcire partia), raTa Seeqmnas warmodgena masze. aTviseba: momxmarebeli iRebs gadawyvetilebas axali produqtebis Cveulebrivad gamoyenebis Sesaxeb.

es modeli gviCvenebs, rom axali produqtis mimwodebelma unda ifiqros imaze, Tu rogor daexmaros momxmareblebs, raTaA maT am etapebis gavla SeZlon. didekraniani televizorebis mwarmoeblebma SesaZloa aRmoaCinon, rom bevri momxmarebeli, romlebic misi produqtis mimarT interesis etapze arian da ar gadadian sacdelad yidvis safexurze. Tu imave momxmareblebs eqnebodaT survili, esargeblaT didekraniani televizorebiT sacdeli vadiT mcire gadasaxadis safasurad, mwarmoebels unda efiqra sacdeli gegmis SeTavazebaze Semdgomi yidvis garantiiT. individualuri gansxvavebebi inovatorobaSi. adamianebi axali produqtis gamocdis mzadyofnis doniT Zalze gansxvavdebian. arseboben TiToeuli produqtis `pioneri momxmareblebi~ da adreuli amTvisebelni. sxva individebi

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suraTi 5 . 6
momxmarebelTa ti pebi inovaciebis aTvisebis siswrafis mixedviT.

axal produqtebs ufro gvian aRiareben. axal produqtebTan Seguebis siswrafiT xalxi SeiZleba daiyos kategoriebad, rac mocemulia suraTze 5.6. neli dasawyisis Semdeg adamianebis mzardi raodenoba iTvisebs axal produqts. maTi ricxvi piks aRwevs da Semdeg klebulobs, radgan maT Soris rCebian isini, vinc ver iTvisebs axal produqts. inovatorebi warmoadgenen myidvelTaA2.5%-s, romelnic axal ideas pirvelebi iziareben, Semdeg modis adreuli amTviseblebis 13.5% da ase Semdeg. axali produqciis amTvisebelTa 5 jgufs ganmasxvavebeli faseulobebi aqvT. inovatorebi (innovators) riskianebi ariani isini riskze midian da axal adreuli amTviseblebi (early adopters) arian azris ideebs cdian. gamavrceleblebi TavianT sazogadoebaSi da iTviseben axal ideebs advilad, magram frTxilad. adreuli umravlesoba (early majority) frTxilia miuxedavad imisa, rom iSviaTad arian liderebi, isini metad iziareben axal ideebs, vidre saSualod sxva adamianebi. gvian umravlesobas (late majority) skeptikosebi Seadgenen isini iziareben inovaciebs mxolod mas Semdeg, rac mas xalxis umravlesoba gamocdis. bolos modian CamorCenilebi (laggards) (xatovnad rom vTqvaT maCanCalebi, tradiciaTa moyvarulni). isini eWvis TvaliT uyureben cvlilebebs da saixleebs mxolod maSin iReben, rodesac is raRac tradiciis msgavsi xdeba. amTvisebelTa aseTi klasifikacia gulisxmobs, rom novatorulma kompaniam inovatorTa da adreul amTvisebelTa damaxasiaTebeli Tvisebebi unda gamoikvlios da marketinguli Zalisxmeva warmarTos maTken. ZiriTadad, inovatorebi arian SedarebiT axalgazrdebi, kargad ganaTlebulebi da maRalSemosavliani pirovnebebi. isini ufro kargad eguebian ucnob saqonels, ufro metad endobian sakuTar faseulobebsa da gamWriaxobas da ufro metad midian riskze. isini brendisadmi erTgulni naklebad arian da naklebad aniWeben upiratesobas stimulirebis iseT specialur saSualebebs, rogorebicaa fasdakleba, kuponebi da nimuSebi. produqtis maxasiaTeblebis gavlena misi aTvisebis tempze. axali produqtis maxasiaTeblebi gavlenas axdens misi aTvisebis tempze. zogierTi produqti TiTqmis erT RameSi inergeba (Beanie Babies), maSin rodesac danarCenebis aRiarebas Zalian didi dro sWirdeba (magaliTad, maRali garCevadobis televizorebi _ HDTV). aTvisebis tempze, ZiriTadad, zegavlenas xuTi maxasiaTebeli axdens. ganvixiloT es maxasiaTeblebi maRali garCevadobis televizorebis magaliTze.

SefardebiTi upiratesoba (Relative advantage): ramdenad aris gaumjobesebuli axali produqti arsebul msgavs produqtebTan SedarebiT. rac ufro didi iqneba maRali garCevadobis televizoris gamoyenebisas aRqmuli SefardebiTi upiratesoba vTqvaT, gamosaxulebis xarisxi da misi yurebis dros mxedvelobis naklebi daRla miT ufro male iqneba aTvisebuli (aRiarebuli) igi. SeTavsebadoba (Compatibility): axali produqtis Sesabamisobis xarisxi, potenciuri momxmareblebis faseulobebsa da gamocdilebasTan. magaliTad, maRali garCevadobis televizori sakmaod SeTavsebadia saSualo klasis da ufro zeda fenis ojaxebis cxovrebis wesTan da finansur SesaZleblobebTan. miuxedavad amisa, samwuxarod, is ar aris Tavsebadi satelevizio gadacemis im sistemebTan, romlebic amJamad momxmareblebisaTvis aris xelmisawvdomi.

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kompleqsuroba ( Complexity ): anu, ramdenad rTuli gasagebia axali produqtis arsi da misi gamoyeneba. maRali garCevadobis televizorebi araa Zalian rTuli eqspluataciaSi. amitom, ramdenadac misi daprogramireba xelmisawvdomia, xolo fasebi misaRebi, naklebi dro iqneba saWiro, rom man amerikul ojaxebSi SeaRwios, vidre ufro kompleqsurma, rTulma, sxva axalma produqciam. gayofadoba (divisibility): maRali garCevadobis televizorebi jer kidev Zalian Zviria. iqidan gamomdinare, rom xalxs SeuZlia maTi arendiT aReba Semdgomi SeZenis SesaZleblobiT, izrdeba maTi aTvisebis donec. komunikabeloba ( Communicability ): ramdenad aris TvalsaCino axali produqtis gamoyeneba sxvebisTvis. imis gamo, rom maRali garCevadobis televizorebi Tavad axdens sakuTari Tavis demonstrirebasa da aRweras, momxmareblebSi maTi gamoyeneba swrafad gaizrdeba.

axali produqtis aTvisebis (aRiarebis) tempi: zogierTi produqti erT RameSi inergeba. zogierTis, rogoricaa, magaliTad, maRali garCevadobis televizorebi _ HDTV, aRiarebas didi dro sWirdeba.

aTvisebis (aRiarebis) doneze aseve moqmedebs sxva maxasiaTeblebi, rogorebicaa: sawyisi da Semdgomi xarjebi, riski da ganusazRvrelobis xarisxi, mowoneba sazogadoebis mxridan. axali produqtebis marketologma yvela es faqtori unda gamoikvlios, rodesac axal produqts da mis marketingul programas qmnis. momxmarebelTa qceva qveynis miRma saerTaSoriso bazrebze sazRvrebis

momxmarebelTa qcevis Seswavla sakmaod Znelia TviT erTi qveynis sazRvrebSi moqceul kompaniaTa marketingisaTvis. aqedan gamomdinare, im kompaniebisaTvis, romelnic bevr qveyanaSi ewevian saqmianobas, momxmarebelTa Seswavla da maTi moTxovnilebebis dakmayofileba gacilebiT rTulia. miuxedavad imisa, rom sxvadasxva qveynis momxmareblebs SesaZloa zogierTi ram saerTo hqondeT, maTi faseuloebebi, Sexedulebebi da qcevebi erTmaneTisagan xSirad Zalian gansxvavdeba. saerTaSoriso doneze momuSave marketologebma aseTi gansxvavebebi unda Seiswavlon da TavianTi produqtebis da marketinguli programebis saTanado modificireba moaxdinon. zogjer gansxvavebebi Zalian aSkaraa. magaliTad, aSS-Si, sadac mosaxleobis udidesi nawili sauzmeze regularulad miirTmevs burRuleuls, Kellogg-i Tavis marketingul Zalisxmevas mimarTavs momxmareblebis dasarwmuneblad, romA maT Kellogg-is da ara konkurentis brendi SearCion. magram safrangeTSi, sadac mosaxleobis udidesi nawili upiratesobas kroasansa da yavas aniWebs an saerTod uars ambobs sauzmeze, Kellogg-is reklama, ubralod, cdilobs, daarwmunos isini, rom maT sauzmeze burRuleuli unda miirTvan. mis SefuTvaze mocemulia detaluri instruqcia imis Sesaxeb, Tu rogor unda momzaddes burRuleuli. indoeTSi, sadac bevri momxmarebeli msuye, Semwvar sauzmes miirTmevs da bevri maTganic saerTod uars ambobs sauzmeze, Kellogg-is reklama cdilobs, myidvelebi daarwmunos, gadaerTon ufro msubuq da dabalansebul dietaze. xSirad saerTaSoriso bazrebs Soris gansxvavebebi naklebad SesamCnevia. es SesaZloa gamowveuli iyos momxmarebelTa fizikuri sayofacxovrebo pirobebis gansxvavebebiT. magaliTad, Remington awarmoebs ufro patara zomis eleqtrosaparsebs SedarebiT patara xelebis mqone iaponeli momxmareblebisaTvis. britaneTis bazrisaTvis ki elementebze momuSave saparsebs qmnis,

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radgan inglisSi abazanebis mxolod mcire nawils aqvs denSi SesaerTeblebi. sxva gansxvavebebi dakavSirebulia tradiciebis mravalferovnebasTan. magaliTad, iaponiaSi, sadac Tavmdablobasa da pativiscemas didi mniSvneloba aqvs, aSkara fasdaklebebi Seuracxyofad aRiqmeba. sxvadasxva qveynis tradiciebisa da momxmarebelTa qcevaSi aseTi gansxvavebebis ucodinarobam SesaZloa saerTaSoriso bazrebze produqtebis da marketinguli programebis kraxi gamoiwvios. marketologebma unda gadawyviton, rogor Seusabamon unikalur kulturul Taviseburebebs da yoveli bazris momxmarebelTa moTxovnebs TavianTi produqtebi da marketinguli programebi. erTi mxriv, maT surT, ganaxorcielon saqmianobis standartizacia samuSaobebis gamartivebis da saxsrebis ekonomiis mizniT. meore mxriv ki, marketinguli Zalisxmevis morgebiT calkeuli qveynis specifikasTan uzrunvelyos adgilobrivi momxmareblebis saWiroebebis ukeT da srulad dakmayofileba saTanado produqtebiT da programebiT.

siCqaris
koncefciebis

Serwyma
SemzRudavi

axla droulia, SevCerdeT da erTamaneTTan kavSirSi ganvixiloT am Tavis pirvel nawilSi mocemuli yvela koncefcia.

dafiqrdiT Tqven mier axlaxan gakeTebul mniSvnelovan SenaZenze. rogor ganaxorcieleT Sesyidvis procesi? romelma ZiriTadma faqtorebma imoqmeda Tqvens yidvis gadawyvetilebaze? airCieT kompania, romelic am TavSi ganvixileT Coca-Cola-i, Starbucks-i, NASCAR-i, Disney-i, Wal-Mart-i, MTV-i, Volkswagen-i, Amazon.com-i Tu sxva. rogor iyenebs Tqven mier arCeuli kompania myidvelebis qcevis Seswavlis SedegebsA momxmareblebTan ukeTesi urTierTobebis Camosayalibeblad? dafiqrdiT Intel-is msgavs kompaniaze, romelic Tavis produqtebs ara saboloo momxmarebelze, aramed kompiuterebis mwarmoeblebsa Tu sxva kompaniebze yidis. riT gansxvavdeba erTmaneTisagan Intel-is biznesmyidvelebis (anu warmoebiT dasaqmebuli myidvelebis) marketingi Starbucks-is saboloo momxmareblis marketingisagan? am Tavis meore nawili swored am sakiTxs exeba.

biznesbazrebi da myidveli organizaciis qceva

asea Tu ise, kompaniebis umravlesoba Tavis produqcias organizaciebze yidis. bevri kompania, iseTebi rogorebicaa Dupont-i, Boeing-i, Cisco Systems-i, Caterpillar-i da mravali sxva, Tavis produqtebs sxva sawarmoebze yidis. samomxmareblo produqtebis mwarmoebelma didma kompaniebmac ki, romlebic iseT produqtebs amzadeben, romlebsac saboloo momxmareblebi gamoiyeneben, Tavdapirvelad TavianTi produqtebi sxva biznesorganizaciebs unda mihyidon. magaliTad, General Mills-i bevr cnobil samomxmareblo produqts amzadebs, magram imisaTvis, rom es produqcia momxmarebelze gaiyidos, General Mills-ma Tavdapirvelad isini biTumad da sacalod movaWreebze unda gayidos, romelnic, Tavis mxriv, samomxmareblo bazars emsaxurebian. myidveli organizaciis qcevaSi igulisxmeba im organizaciis qceva, romelic nawarms an momsaxurebas yidulobs sxva produqtis an momsaxurebis sawarmoeblad Semdgomi gayidvis, gaqiravebis an sxvebis momaragebis mizniT. is aseve gulisxmobs sacalo da biTumad movaWre kompaniebis qcevas, romlebic saqonels xelmeored gayidvisa Tu gaqiravebisagan mogebis miRebis mizniT iZenen. biznesSesyidvis procesSi (business buying process) myidveli organizaciebi gansazRvraven, romeli produqtebi da momsaxurebebi Seisyidon. Semdeg ki eZeben, afaseben da arCeven arsebul alternativebs Soris. kompaniebma, rom-

myidveli organizaciis qceva (Business buyer behavior) SesyidviTi qceva im organizaciebis, romlebic yiduloben nawarmsa da momsaxurebas, sxva produqtebisa Tu momsaxurebis sawarmoeblad an xelmeored gasayidad, an gasaqiraveblad.

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lebic produqcias sxva sawarmoebze yidian, unda gaakeTon yvelaferi, raTa Seiswavlon biznesbazrebisa da myidveli oraganizaciis qceva. biznesbazrebi
biznesbazarebi (Business Markets) organizaciebi, romlebic Seisyidian wiaRiseuls, calkeul nawarmsa Tu momsaxurebas sxva produqtis Seqmnis an biznesis warmoebis mizniT.

biznesbazrebi uzarmazaria. faqtobrivad, am bazrebze ufro meti raodenobiT fuli da saqoneli brunavs, vidre samomxmareblo bazrebze. magaliTad, dafiqrdiT, ramdeni biznesgarigebaa aucilebeli sxvadasxva sawarmoebs Soris, rom Goodyear-is avtomobilis saburavebis erTi kompleqti damzaddes da gaiyidos. mravali mimwodebeli Goodyear-s amaragebs reziniT, foladiT, danadgarebiTa da sxva saqonliT, romelic mas saburavebis sawarmoeblad sWirdeba. Semdeg Goodyear ukve mza saburavebs yidis sacalo movaWreebze, romlebic, Tavis mxriv, maT momxmareblebs mihyidian. amrigad, momxmarebelTa mier Sesyidvas win uswrebs sawarmoebis mier ganxorcielebuli mravali biznesSesyidva. garda amisa, Goodyear-i avtosaburavebs yidis, rogorc sawyis erT-erT mniSvnelovan nawils, avtomwarmoeblebs axali manqanebis dasakompleqteblad. aseve yidis, saTadarigo avtosaburavebis saxiT, im organizaciebze romlebsac sakuTari avtoparki aqvT (taqsebis, avtobusebis, satvirTo manqanebis da a.S.) biznesbazrebis maxasiaTeblebi. garkveuli TvalsazrisiT, biznesbazrebi samomxmareblo bazrebs hgavs. orive bazarze arian adamianebi, romlebic gamodian myidvelebis rolSi da yidvis Sesaxeb gadawyvetilebas iReben TavianTi moTxovnilebebis dasakmayofileblad. amasTan, binzesbazrebi bevrad gansxvavdeba samomxmareblo bazrebisagan. mTavari gansxvaveba bazris struqturasa da moTxovnaSi, Sesyidvebis erTeulis bunebasa da gadawyvetilebis saxeebsa da maTi miRebis procesebSia. biznesbazris struqtura da moTxovna. Cveulebriv, biznesbazrebi aerTianebs SedarebiT naklebi raodenobis, magram msxvil myidvelebs, vidre samomxmareblo bazrebi. magaliTad, rodesac Goodyear-i saTadarigo saburavebs saboloo momxmareblebze yidis, misi potenciuri bazari moicavs milionobiT avtomobilis mflobelebs aSS-sa da mTel msoflioSi. magram Goodyear-is bedi biznesbazarze mxolod erTi, yvelaze msxvili avtomanqanebis mwarmoebeli kompaniisagan miRebul SekveTebzea damokidebuli. TviT did biznesbazrebzec ki saqonlis ZiriTadi masa Seisyideba ramdenime msxvili myidvelis mier. analogiurad, Black&Decker-i Tavis sxvadasxvanair eleqtroinstrumentebs da manqanadanadgarebs msoflioSi aTobiT milion momxmarebelze yidis. Tumca misi gayidvebis naxevarze meti sam uzarmazar sacalo movaWreze Home Depot-ze, Lowes-sa da Wal-Mart-ze modis. biznesbazrebi aSS-Si geografiulad ufro metad koncentrirebulia. myidveli organizaciebis naxevarze meti Tavmoyrilia rva StatSi: kalifornia, niu-iorki, ohaio, ilinoisi, miCigani, texasi, pensilvania da niu-jersi. garda amisa, biznesmoTxovna warmoqmnili moTxovnaa es aris moTxovna, romelic warmoiqmneba samomxmareblo saqonelze moTxovnisagan. General Motors-i yidulobs folads, radgan momxmareblebi yiduloben manqanebs. Tu samomxmareblo moTxovna manqanebze mcirdeba, Sesabamisad, klebulobs moTxovnac foladsa da im produqtebze, romlebic manqanebis dasamzadeblad aris saWiro. amitom biznesmarketologebi zogjer saboloo momxmareblebisTvis TavianTi produqciis miwodebas xels uwyoben, raTa biznesmoTxovna gazardon. magaliTad, Intel-is grZelvadiani Intel Inside-is sareklamo kampania Intel-is mikroprocesorebze dafuZnebul personaluri kompiuterebis gayidvas xels uwyobs. Intel-is Ci pebze mzardi moTxovna zrdis maTi gamoyenebiT Seqmnil personalur kompiuterebze moTxovnas, rac Intel-isa da misi biznespartniorebis gamarjvebis sawindaria. analogiurad, DuPont-i Teflon-is stimulirebas saboloo momxmarebelze axdens, rogorc bevri produqtis Semadgenel nawils dawyebuli cecxlgamZle WurWliT, damTavrebuli laqebis amosayvani saSualebiTa da qsovilebiT, romlebic ar iWmuWneba. Tqven SegiZliaT iarliyi - Teflon Fabrie Protector-i naxoT tansacmlis iseT seriebze, rogoricaa Levis-is Dockers-i, Donna Karan-is mamakacis tansacmeli da Ralph Lauren-is bambis uxeSi qsovili. imisaTvis, rom saboloo myivelebisaTvis Teflon-i ufro metad cnobili da mimzidveli gaxados, Dupont-i aseve zrunavs produqtebis garegnul mxarezec. 29

warmoqmnili moTxovna (Derived demand) moTxovna, romelic warmoiqmneba samomxmareblo saqonelze moTxovnisagan.

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biznesbazrebi: B2B, anu biznesibiznesisTvis saqmianobaSi CarTuli marketologebi xelebdakapiwebuli muSaoben TavianT klientebTan, raTa erToblivad SeimuSaon saTanado gadawyvetilebebi. aq mocemulia Fujitsu-s dapireba _ ,,Cveni teqnologia gexmarebaT Tqven SeinarCunoT aRmasvla. Cven TanamSromlebs ar awyobT Tqveni daRmasvla.~

Sesyidvebis erTeulis buneba. samomxmareblo saqonlis bazrebTan SedarebiT, biznesbazrebze ganxorcielebuli sasaqonlo SesyidvebSi ufro bevri piri monawileobs da Sesyidvaze gadawyvetilebas ufro profesiulad iRebs.. xSirad, organizaciisaTvis saqonlis yidvis procesSi monawileoben Sesyidvebis kvalificiuri agentebi, romlebic mTeli cxovrebis ganmavlobaSi swavloben, Tu rogor iyidon ufro mogebianad. rac ufro kompleqsuria Sesyidva, miT ufro meti aseTi adamiani monawileobs gadawyvetilebis miRebis procesSi. umetesi saqonlis Sesyidvas axorcieleben Sesyidvis centrebi (komitetebi), romlebic teqnikuri eqspertebisa da menejerebisagan aris dakompleqtebuli. garda amisa, axla bevri kompania Tavis Sesyidvis funqciebs aumjobesebs _ esaa `miwodebis marTva~ an `mimwodeblis ganviTarebis~ funqciebi. rogorc erTi damkvirvebeli aRniSnavs, `saSinelebaa imaze fiqri, rom Tqvenma myidvelebma SesaZloa Tqvens kompaniasa da produqtebze ufro meti icodnen, vidre Tqven. kompaniebma yvela Rone unda ixmaron, raTa produqciis Sesyidvebis process yvelaze gamWriaxi TanamSromlebi uzrunvelyofdnen.30 amgvarad, biznesbazris marketologebs kvalificiuri gamyidvelebi unda hyavdeT, romlebic Tavs gaarTmeven kvalificiur gamyidvelebTan urTierTobas. gadawyvetilebis miRebis tipebi da gadawyvetilebis miRebis procesi. Cveulebriv, myidvel organizaciebs SesyidvebTan dakavSirebuli ufro rTuli gadawyvetilebebis miReba uxdebaT, vidre samomxmareblo bazris individualur myidvelebs. am SemTxvevaSi, Sesyidva xSirad moicavs did fulad gasavals, kompleqsur teqnikur da ekonomikur mosazrebebsa da myidveli organizaciis sxvadasxva donis TanamSromelTa urTierTSeTanxmebas. imis gamo, rom Sesyidvebi ufro kompleqsuria, myidvel organizaciebs gadawyvetilebis misaRebad ufro meti dro sWirdebaT. aseve, biznesSesyidvebis gaformebis procedura ufro formalizebulia, vidre individualuri momxmareblis yidvis procesSi. Cveulebriv, organizaciis mier didi moculobis Sesyidva moiTxovs produqtebis detalur specifikacias, SekveTebis werilobiT gaformebas, mimwodeblis yuradRebiT SerCevasa da umaRlesi menejmentis oficialur Tanxmobas. sabolood, biznessbazrebze Sesyidvis procesSi myidvelebi da gamyidvelebi xSirad ufro metad arian damokidebulni erTmaneTze. samomxmareblo bazris marketologebi ki TavianTi myidvelebisagan ufro Sors dganan. maTgan gansxvavebiT, e.w. B2B, anu ,,biznesi-biznesisTvis ti pis saqmianobaSi CarTuli marketologebi xelebdakapiwebulebi muSaoben TavianT myidvelebTan erTad gayidvis procesis yvela etapze isini erTad iReben gadawyvetilebas, rogor gadaWran momxmareblis problemebi da daakmayofilon maTi interesebi.

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myidveli organizaciis qceva upirvelesad, marketologebs surT, icodnen, Tu rogori iqneba myidveli organizaciis reaqcia mravalferovan marketingul stimulebze. suraTi 5.7 asaxavs myidveli oraganizaciis qcevis models. am modelis Tanaxmad, marketingi da sxva stimulebi myidvel organizaciaze gavlenas axdenen da myidvelTa aSkara ukureaqciebs iwveven. iseve rogorc individualuri momxmareblis yidvis procesis SemTxvevaSi, myidveli organizaciis Sesyidvis dros marketinguli stimulic oTx P-s moicavs: produqti, fasi, adgili da stimulireba. sxva stimulebs miekuTvneba gare garemos faqtorebi: ekonomikuri, teqnologiuri, politikuri, kulturuli da konkurentuli. es stimulebi moqmedeben myidvel organizaciebze da iwveven myidvelis sxvadasxva reaqcias: produqtisa Tu momsaxurebis arCevans, mimwodeblis arCevas, SekveTis moculobas, miwodebis vadebisa da gadaxdis pirobebis gansazRvrasa da sxvas. imisaTvis rom Seqmnas kargi marketinguli kompleqsis strategiebi, marketologma unda Seiswavlos, ra xdeba organizaciaSi, raTa stimuli yidvis reaqciad aqcios. organizaciaSi saSemsyidvelo saqmianoba Sedgeba ori mTavari nawilisagan: Sesyidvis centri, romelic Sedgeba yvela im TanamSromlisagan, romlebic monawileoben Sesyidvis Sesaxeb gadawyvetilebis miRebis procesSi, da Tavad gadawyvetilebis miRebis procesi. modeli gviCvenebs, rom Sesyidvis centrisa da yidvaze gadawyvetilebis miRebis procesze gavlenas axdenen Sidaorganizaciuli, pirovnebaTSorisi da pirovnuli faqtorebi, aseve, gare garemos faqtorebi. suraTze 5.7 mocemulia myidveli organizaciis qcevasTan dakavSirebuli 4 SekiTxva: ra saxis Sesyidvis gadawyvetilebas iReben myidveli organizaciebi? vin monawileobs Sesyidvis procesSi? ZiriTadad ra Zalebi axdenen zegavlenas myidvelze? rogor iReben gadawyvetilebebs myidveli organizaciebi? biznesSesyidvis ZiriTadi tipebi. arsebobs biznes-SesyidvaTa sami ZiriTadi ti pi.31 erTi ukiduresobaa ganmeorebiTi Sesyidva cvlilebebis gareSe, rodesac saqme gvaqvs yovelgvari modifikaciis gareSe miRebul gadawyvetilebasTan. meore ukiduresobaa axali Sesyidva, romelic srul kvlevas moiTxovs. maT Soris moqceulia modificirebuli ganmeorebiTi Sesyidva, romelic, Tavis mxriv, nawilobriv kvlevas saWiroebs. ganmeorebiTi Sesyidva cvlilebebis gareSe warmoadgens biznesSesyidvas, romelic gulisxmobs yovelgvari modifikaciis gareSe myidvelis mier produqtis xelmeored SekveTas. wina Sesyidvis Sedegebze dayrdnobiT, myidveli, Cveulebriv, Tavisi mimwodeblebis siidan erT-erTs irCevs. arsebuli _ e.w. ,,Siga (In) mimwodeblebi cdiloben, SeinarCunon produqtis da momsaxurebis xarisxi. isini xSirad SekveTis avtomatur sistemebs sTavazoben, maTi gamoyenebiT ki Sesyidvis agentebi ganmeorebiT SekveTaze dros zogaven. axali e.w. ,,gare (Out) mimwodeblebi~ ki cdiloben, sxva mimwodeblebiT gamowveuli

ganmeorebiTi Sesyidva cvlilebebis gareSe (Straight rebuy) biznesSesyidva, romelic gulisxmobs yovelgvari modifikaciis gareSe myidvelebis mier produqtis xelmeored Sablonur SekveTas.

suraTi 5 . 7
myidveli organizaciis qcevis modeli

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ukmayofilebiT isargeblon, raRac axali SesTavazon myidvel organizacias da amgvarad maT produqciaze myidvelis gadmorTva uzrunvelyon. modificirebuli ganmeorebiTi Sesyidva warmoadgens biznesSesyidvis situacias, romlis drosac myidveli dainteresebulia, Secvalos produqciis specifikacia, fasebi, miwodebis pirobebi an mimwodeblebi. Cveulebriv, modificirebul ganmeorebiT SesyidvaSi ufro meti piri iRebs gadawyvetilebas, vidre cvlilebebis gareSe ganmeorebiT SesyidvaSi. arsebuli (Siga) mimwodeblebi SesaZloa ganerviuldnen da zewola igrZnon axali mimwodeblebis mxridan. piriqiT, axalma (gare) mimwodeblebma SesaZloa modificirebuli ganmeorebiTi Sesyidvis situacia dainaxon, rogorc SesaZlebloba, Seqmnan ukeTesi SeTavazeba da moi povon axali SekveTebi. kompania, romelic produqts an momsaxurebas pirvelad yidulobs, aRmoCndeba axali Sesyidvis amocanis situaciaSi. aseT SemTxvevaSi, rac ufro metia danaxarjebi an riski, miT metia gadawyvetilebis mimRebTa ricxvi da miT ufro didi iqneba maTi mcdeloba, moi povon saTanado informacia. axali Sesyidvis amocana marketologisaTvis warmoadgens udi-des SesaZleblobas da gamowvevas. marketologi ara marto cdilobs, moaxdinos rac SeiZleba meti gavlena Sesyidvis procesze, aramed daxmarebasa da informaciasac sTava-zobs myidvel organizacias. myidveli organizaciis mier minimaluri raodenobis gadawyvetilebebi miiReba cvli-lebis gareSe ganmeorebiTi Sesyidvisas da gacilebiT meti gadawyvetilebebi axali Sesyidvis dros. axali Sesyidvisas Seqmnili situaciis dros myidvelma unda miiRos gadawyvetileba produqtis specifikaciaze, mimwodeblebze, fasis zRvrebze, gadaxdis vadebze, SekveTis moculobaze, miwodebis drosa da momsaxurebis pirobebze. Ti-Toeuli maTgani situaciurad gansxvavdeba da gadawyvetilebis procesis TiToeuli monawile sxvadasxva gavlenas axdens arCevanze. myidveli organizaciebis umetesoba upiratesobas misTvis saWiro saqonlis erTi gamyidvelisagan SeZenas aniWebs. imis nacvlad, rom iyidos calkeuli komponentebi da Semdeg gaaerTianos, myidvelma SesaZloa mimwodebels sTxovos, moamaragos komponentebis paketiT Tu sistemiT. SekveTas Sesyidvaze sabolood iRebs is mimwodebeli kompania, romelic myidvels miawvdis yvelaze srulyofil pakets (sistemas), romelic emTxveva myidvelis moTxovnilebebs. amgvarad, sistemuri gayidva xSirad ZiriTadi biznesmarketinguli strategiaa proeqtebis gamarjvebasa da marTvaSi. magaliTad, ChemStation-i Tavis myidvelebs qimiuri wmendisa da samrewvelo dasufTavebasTan dakavSirebul yvela problemis erTdroulad gadaWras sTavazobs. ChemStation-i yidis samrewvelo dasufTavebis qimiur saSualebebs biznesmyidvevlTa farTo qselze, dawyebuli manqanebis recxvidan, damTavrebuli amerikis sahaero ZalebiT. ar aqvs mniSvneloba, ras asufTavebs myidveli sahaero flotis xomalds Tu qarxanas, maRaziis daxls Tu restorans, aryis saxdel manqanas Tu samxedro bazas, ChemStation-i dasufTavebasTan dakavSirebiT yovelTvis swor gadawyvetilebas sTavazobs. is asobiT warmoebas amaragebs aTasobiT produqtiT. Tumca ChemStation-i ufro mets akeTebs, vidre, ubralod, qimiuri nivTierebebis gayid-

modificirebuli ganmeorebiTi Sesyidva (Modified rebuy) biznesSesyidva, romlis drosac myidveli dainteresebulia, Secvalos produqciis specifikacia, fasebi, miwodebis pirobebi an mimwodeblebi. axali Sesyidvis amocana (New task) biznesSesyidvis gadawyvetileba, rodesac myidveli pirvelad iZens produqcias an momsaxurebas. sistemuri gayidva (Systems selling) erTi gamyidvelisagan produqciis (an momsaxurebis) paketis Sesyidva da amgvarad Tavis arideba Sesyidvis rTuli si-tuaciisagan, rodesac cal-calke SeZenebze gadawyvetilebaa misaRebi.

Chem Stationi akeTebs gacilebiT mets, vidre, ubralod, Tavisi klientebis qimiuri sawmendi saSualebebiT momaregebaa, ,,Cveni momxmareblebi~'fiqroben Cvens Sesaxeb, rogorc ,,partniorebze.~

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vaa. upirveles yovlisa, igi mWidrod TanamSromlobs TiToeul individualur myidvelTan, specialurad maTze gaTvlili sapnis formulis Sesaqmnelad. man Seqmna specialuri formulebi xelis, bumbulis, yelsaxvevebis, fleitebis, parfiumeruli cisternebis, Tvalis makiaJis konteinerebis, okeanis trailerebis, betonis asarevi manqanebis dasasufTaveblad. am formulebis meSveobiT SesaZlebelia TiTqmis yvelafris gawmenda, risi warmodgenac ki adamianis gonebas SeuZlia. Semdeg, ChemStation am yovelives Tavis veb-gverdze ganaTavsebs. sabolood, is Tvalyurs adevnebs Tavis produqcias da, maragis Semcirebis SemTxvevaSi, avtomaturad avsebs mas. amgvarad, ChemStation yidis mTel gamocdilebas da myidvels yvela saxis sagnis sawmendiT uzrunvelyofs. kompanias aseTi lozungi aqvs: `Cveni sistema problemis gadaWris Cveni gzaa. problemis sruli gadaWrisaTvis individualur myidvelTan partniorobiT grZelvadiani urTierToba yalibdeba, rac ChemStation-s konkurenciis daZlevaSi exmareba. `xSrad Cveni myidvelebi aRgviqvamen ara rogorc mimwodebels, aramed rogorc partniors.32 myidveli organizaciis Sesyidvis procesis monawileebi. vin yidulobs Semsyidveli biznesorganizaciisaTvis trilionobiT dolaris Rirebulebis saWiro saqonelsa da momsaxurebas? myidveli organizaciis im ganyofilebas, Sesyidvis centri romelic gadawyvetilebebs iRebs, Sesyidvis centri ewodeba, romelic moicavs (Buying center) Sesyidvis gadawyvetilebis miRebis procesSi monawile yvela individsa da Sesyidvis gadawyveganyofilebas. Sesyidvis centri Sedgeba organizaciis yvela im wevrisagan, tilebis miRebis romlebic Sesyidvis gadawyvetilebis miRebaSi garkveul rols TamaSoben. es procesSi monawile jgufi moicavs produqtisa da momsaxurebis ZiriTad momxmareblebs, maT, vinc yvela individi da ZiriTad Sesyidvebs axorcielebs, da maT, vinc Sesyidvis Sesaxeb informacias ganyofileba. akontrolebs. Sesyidvis centri ar aris formalurad gancalkevebuli ganyofileba. sxva-dasxva Sesyidvaze gadawyvetilebis miRebaSi sxvadasxva TanamSromels sxvadasxva roli akisria. TviTon organizaciis SigniT Sesyidvis centris sidide da struqtura gansxvavebuli iqneba sxvadasxva produqtisa da Sesyidvis situaciis mixedviT. zogierTi yoveldRiuri, cvlilebebis gareSe ganmeorebiTi Sesyidvisas erTi adamiani vTqvaT, Sesyidvis agenti SesaZloa aerTianebdes mTeli Sesyidvis centris rols. ufro rTuli Ses-yidvis dros Sesyidvis centri SesaZloa Sedgebodes 20-30 adamianisgan organizaciis sxvadasxva departamentidan. Sesyidvis centris koncefcia warmoadgens erT-erT mTavar marketingul gamowvevas. marketologma unda Seiswavlos, Tu vin monawileobs gadawyvetilebis miRebaSi, TiToeuli maTganis Sesabamisi gavlena da is, Tu Sefasebis ra kriteriumiT sargeblobs yoveli monawile. magaliTad, Cardinal Health-is samedicino produqtebisa da momsaxurebebis jgufi saavadmyofosaTvis yidis erTjeradi xmarebis qirurgiul xalaTebs. saavadmyofoSi am saqonlis Sesyidvis gadawyvetilebis miRebaSia CarTuli: Sesyidvis vice-prezidenti, saoperacio oTaxis administratori da qirurgebi. TiToeuli monawile gansxvavebul rols TamSobs. Sesyidvis viceprezidenti aanalizebs, Tu ra unda iyidos saavadmyofom erTjeradi xalaTebi Tu mravaljeradi gamoyenebis xalaTebi. Tu analizis Sedegad Sesyidvis centri: Cardinal Health-s saqme aqvs myidveli organizaciis gamovlinda, rom saWiroa erTjeradi zegavlenis farTo speqtrTan, kerZod, Sesyidvis aRmasruleblebis, saaxalaTebi, saoperacio oTaxis adminisvadmyofos administratorebisa da qirurgebis, romlebic saboloo jamtratori adarebs produqtebsa da Si moixmaren maT saqonels.

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fasebs da arCevans akeTebs. es administratori mxedvelobaSi iRebs xalaTis gamZleobas, sadezinfeqcio xarisxs, dizains da fass. Cveulebriv, yiduloben brends, romelic yvelaze dabali fasis pirobebSi akmayofilebs danarCen moTxovnebs. sabolood, qirurgebi zegavlenas axdenen gadawyvetilebebze, rodesac brendTan dakavSirebiT kmayofilebasa Tu ukmayofilebas gamoxataven. Sesyidvis centri, Cveulebriv, Sedgeba aSkara monawileebisgan, romlebic Sesyidvis gadawyvetilebis miRebaSi oficialurad arian CarTulni. magaliTad, gadawyvetilebam, SeiZinon korporacisaTvis reaqtiuli TviTmfrinavi, SesaZloa gaaerTianos kompaniis aRmasrulebeli direqtori, mTavari piloti, Sesyidvis agenti, kompaniis zogierTi momsaxure personali, menejmentis wevri da sxvebi, romlebic Sesyidvis gadawyvetilebaze pasuxs ageben. man SesaZloa aseve moicvas naklebad cnobili, araoficialuri monawileebi, romelTa Soris zogierTma Zalian didi gavlena moaxdinos Sesyidvis gadawyvetilebaze. zogjer TviT Sesyidvis centris TanamSromlebic ki ar icnoben Sesyidvis gadawyvetilebis miRebaSi monawile pirebs. magaliTad, gadawyvetileba, romeli reaqtiuli TviTmfrinavi unda SeiZinon, SesaZloa miRebul iqnas korporaciis wevris mier, romelic dainteresebulia freniT da romelmac bevri icis TviTmfrinavebis Sesaxeb. am wevrma SesaZloa imuSaos kulisebs miRma gadawyvetilebis misaRebad. Sesyidvis bevri gadawyvetileba miiReba Sesyidvis centris wevrebis rTuli urTierTqmedebebis Sedegad. myidvel organizaciebze zemoqmedi ZiriTadi faqtorebi. Sesyidvis gadawyvetilebis miRebis procesSi organizaciebze bevri faqtori axdens gavlenas. zogierTi marketologi askvnis, rom mTavari zegavlena ekonomikuri xasiaTisaa. isini fiqroben, rom myidvelebs moewonebaT is mimwodeblebi, romlebic maT sTavazoben yvelaze dabal fasebs, saukeTeso produqts an yvelaze met momsaxurebas. isini yuradRebas amaxvileben myidvelisaTvis mniSvnelovani ekonomikuri sargeblis SeTavazebaze. miuxedavad amisa, myidveli organizaciebi reagireben rogorc ekonomikur, ase pirovnul faqtorebze. garda imisa, rom myidveli organizaciebi civi gonebis, obieqturobis da angariSis moyvarulni arian, isini, amavdroulad, humanurebi da komunikabelurnic arian. isini reagireben rogorc mizezze, aseve emociaze. dRes B2B eleqtronuli komerciis bevri marketologi aRiarebs, rom Sesyidvis gadawyvetilebis miRebisas emocia TamaSobs mniSvnelovan rols. magaliTad, Tqven SesaZloa ggoniaT, rom reklama, romelic didi satvirTo manqanebis gayidvis stimulirebas axdens, raTaAdaakmayofilos myidvelebi, yuradRebas amaxvilebs obieqtur teqnikur mxareze, maCveneblebsa da ekonomikur faqtorebze. miuxedavad amisa, Volvo-s satvirTo manqanebis ukanaskneli reklama asaxavs ori mZRolis mklavWids da amtkicebs: `is gadaWris yvela Tqvens problemas avtoparkTan dakavSirebiT, garda mZRolebis arCevanisa.~ rogorc aRmoCnda, maSin rodesac mZRolebis naklebobas ganicdis industria, satvirTo manqanis is ti pi, romelsac avtoparki sTavazobs, SesaZloa daexmaros kvalificiuri mZRolebis mizidvaSi. Volvo-s reklama xazs usvams satvirTo manqanis silamazes, komfortulobasa da sivrces, im niSnebs, romlebic mZRolebs ufro metad izidavs. reklama midis daskvnebamde, rom Volvo-s satvirTo manqanebi `Seqmnilia imisaTvis, rom avtoparki aqcios ufro mogebianad, mZRolebSi ki mesakuTris grZnoba ufro gaaRvivos.~ suraTze 5.8 moyvanilia myidvel organizaciebze zegavlenis mqone mravalferovan faqtorTa jgufebi garemos, organizaciuli, pirovnebaTSorisi da individualuri. garemos faqtorebi _ ZiriTad rols TamSobs. magaliTad, myidvelis qcevaze udides zemoqmedebas axdens ekonomikuri garemos arsebuli da mosalodneli faqtorebi, rogorebicaa pirveladi moTxovnis done, ekonomikuri xedva da fulis fasi. garemo pirobebis kidev erTi faqtoria ZiriTadi masalis deficiti. bevr kompanias axla surs, SeiZinos da flobdes ufro didi raodenobis deficituri masalebis marags, raTa uzrunvelyos adekvaturi miwodeba. myidvel organizaciebze aseve efeqturad zemoqmedebs garemoSi mimdinare teqnologiuri, politikuri da konkurentuli Zvrebi. sabolood, kulturas da wes-Cveulebebs SeuZliaT Zalian didi zegavlena moaxdinon myidveli organizaciis reaqciebze mimwodebeli kompaniis marketologis qcevisa da strategiebis mimarT, gansakuTrebiT ki saerTaSoriso marketingul garemoSi (ixileT marketingi muSaobis procesSi 5.3).

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emociebi TamaSoben mniSvnelovan rols organizaciul SesyidvebSi. suraTze moyvanili Volvo-s satvirTo manqanis reklama aRniSnavs obieqtur faqtorebs, rogoric aris efeqturoba da advili eqsploatacia. magram is aqcents akeTebs iseT emociur faqtorebzec, rogoricaa manqanis ganuyofeli silamaze, misi komforti da kabinis sivrce, Tvisebebi, romlebic mZRolebs saSualebas aZlevs `maTSi mesakuTris SegrZneba gaaRvivos~.

myidveli organizaciis qcevaze organizaciuli faqtorebic zemoqmedebs. TiToeul myidvel organizacias aqvs sakuTari miznebi, politika, procedurebi, organizaciuli struqtura da sistemebi. aqedan gamomdinare, myidvelma organizaciam es faqtorebi Zalian kargad unda Seiswavlos. amavdroulad, Cndeba aseTi SekiTxvebi: ramdeni adamiania CarTuli Sesyidvis gadawyvetilebis miRebaSi? vin arian isini? ra aris maTi Sefasebis kriteriumi? rogoria kompaniis politika da SezRudvebi myidvelebis mimarT? Sesyidvis centri, Cveulebriv, aerTianebs bevr monawiles, romlebic erTmaneTze zegavlenas axdenen. ase rom myidveli organizaciis Sesyidvis procesze did gavlenas axdens pirovnebaTSorisi urTierTobis faqtorebi. miuxedavad amisa, xSirad Zalian Znelia, Seafaso amgvari pirovnebaTaSorisi faqtorebisa da jgufis dinamikuroba. rogorc erT-erTi mkvlevari aRniSnavs, `menejerebs zed ar akravT etiketi warweriT: _ gadawyvetilebis mimRebi _ an _ umniSvnelo adamiani.. Zlierebi xSirad uxilavni arian, yovel SemTxvevaSi, SeZenebze pasuxismgebeli pirebi.33 arc Sesyidvis centris yvelaze maRali rangis monawiles aqvs yovelTvis yvelaze didi gavlena. am procesebis monawileebma SesaZloa zegavlena moaxdinon Sesyidvis gadawyvetilebaze, radgan zogierTi maTgani akontrolebs waxalisebis da sayveduris meqanizmebs. isini moswonT, maT aqvT specialuri eqspertizis unari an gansakuTrebuli urTierTobebi sxva mniSvnelovan monawileebTan. pirovnebaTSorisi faqtorebi xSirad Zalian safrTxiloa. SesaZleblobis SemTxvevaSi, mimwodebeli firmebis marketologebma unda Seiswavlon es faqtorebi da Camoayalibon strategiebi, romlebsac mxedvelobaSi miiReben. dabolos, myidvel organizaciebze zegavlenas axdens individualuri faqtorebi. TiToeuli moTamaSe Sesyidvis gadawyvetilebis miRebis procesSi

suraTi 5 . 8
myidveli organizaciis qcevaze ZiriTadi gavlenis mqone faqtorebi

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sTavazobs personalur motivebs, aRqmebsa da upiratesobebs. am individualur faqtorebze zemoqmedebs iseTi maxasiaTeblebi, rogorebicaa asaki, Semosavali, ganaTleba, kvalifikaciis done, pirovnuli Tvisebebi da riskisadmi damokidebuleba. amasTanave, myidvelebs gaaCniaT Sesyidvis sxvadasxva stili. zogierTi SesaZloa iyos teqnikuri ti pis, romelic mimwodeblis SerCevamde konkurentuli winadadebebis siRrmiseul analizs akeTebs. sxva myidvelebi SesaZloa iyvnen intuiciuri momlaparakeblebi, romlebic gamocdilni arian gamyidvelTan dapirispirebaSi ukeTesi Sedegis misaRebad. Sesyidvis procesi biznesbazrebze. suraTze 5.9 moyvanilia myidveli organizaciis Sesyidvis procesis rva safexuri.34 axali Sesyidvis ganxorcielebisas, Cveulebriv, myidveli organizacia Sesyidvis procesis yvela safexurs gadis. myidvelebi, romlebic axorcieleben modificirebul ganmeorebiT an ganmeorebiT Sesyidvebs cvlilebebis gareSe, SesaZloa zogierT safexurs gadaaxtnen. Cven am safexurebs gavaanalizebT axali Sesyidvis amocanis situaciis ganxilvisas. problemis Secnoba. Sesyidvis procesi iwyeba maSin, rodesac kompaniaSi viRaca problemas an saWiroebas Seicnobs, rac SeiZleba dakmayofildes saTanado produqtis Tu momsaxurebis SeZeniT. problemis Secnoba SesaZloa gamowveul iqnas Siga da gare stimulebiT. Sinaganad kompaniam SesaZloa gadawyvitos, Seqmnas axali produqti, romelic warmoebis axal manqana-danadgarebsa da masalebs moiTxovs. SesaZloa manqana gafuWdes da dasWirdes axali nawilebi. SesaZloa Sesyidvis menejeri ukmayofiloa arsebuli mimwodeblis produqtis xarisxiT, momsaxurebiT an fasebiT. garegan faqtorebSi, myidvels gamofenagayidvis dros, SesaZloa gauCndes axali ideebi, dainaxos reklama an miiRos satelefono Setyobineba gamyidvelebisagan, romlebic ukeTes produqtsa Tu nakleb fass sTavazoben. faqtobrivad, mimwodeblebi TavianT reklamebSi klientebis yuradRebas miapyroben xolme myidvelis potenciur problemebs da Semdeg uCveneben, Tu rogor SeuZlia maT produqcias arsebuli problemebis gadawyveta. saWiroebis zogadi aRwera. problemis Secnobis Semdeg myidveli aRwers saWiroebas zogadad, romlis drosac kompania adgens, Tu ra maxasiaTeblebi sWirdeba produqtSi da ra raodenobiT apirebs SekveTas. standartuli produqtisTvis es procesi problemas ar warmoadgens. rTuli saxis produqtze ki SesaZloa saWiro gaxdes inJinrebTan, momxmareblebTan da konsultantebTan muSaoba, raTa gansazRvrul iqnas moTxovnebi. aseT jgufs SesaZloa surdes, daadginos prioritetuloba iseT maCveneblebze, rogoricaa saimedooba, gamZleoba, fasi da sxva, romlebsac unda uzrunvelyofdes konkretuli produqti. am fazaSi gamWriaxe mimwodebels SeuZlia daexmaros myidvels, produqtze maTi moTxovnilebebis gansazRvraSi. produqtis specifikacia. myidveli organizacia Semdeg etapze ayalibebs produqtis teqnikur specifikacias, raSic mas xSirad e.w. faseulobaTaA analizi exmareba. faseulobaTa analizi xarjebis Semcirebis erT-erTi meTodia, romlis drosac produqtis Semadgeneli komponentebis Seswavla xdeba im mizniT, rom dadgindes, SesaZlebelia Tu ara maTi dizainis Secvla, standartizacia an naklebdanaxarjiani sawarmoo meTodiT miReba. xsenebuli meTodiT produqtis

faseulobaTa analizi (Value analysis) xarjebis Semcirebis erT-erTi meTodi, romlis drosac produqtis Semadgeneli komponentebis Seswavla xdeba im mizniT, rom dadgindes, SesaZlebelia Tu ara maTi dizainis Secvla, standartizacia an naklebdanaxarjiani sawarmoo meTodiT miReba.

suraTi 5 . 9
Sesyidvis procesis etapebi biznesbazrebze

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5.3

saerTaSoriso marketinguli meTodebi - `sadac waxval, iqauri qudi daixure!~

Consolidated Amalgamation, Inc. fiqrobs, rom swored is droa, rodesac danarCenma msofliom siamovneba unda miiRos im produqtebisgan, romlebsac kompania amerikeli momxmareblebis 2 Taobas sTavazobs. kompania vice-prezident hari i. sliksmails agzavnis evropaSi, afrikasa da aziaSi am teritoriebis gamosakvlevad. Tavdapirvelad, sliksmaili londonSi Cerdeba, sadac is cota xans bankirebTan muSaobs ukavSirdeba maT telefoniT. aseve ukavSirdeba parizelebsac. mas Semdeg, rac La Tour dArgent-Si dajavSnis magidas, is lanCze miwveul stumars esalmeba Semdegi sityvebiT: `TqvenTvis, Jak, me, ubralod, hari var!~ germaniaSi batoni sliksmaili energiuli adamianis ampluaSi gvevlineba. Tanamedrove doneze, xelgaSlilad organizebul marketinguli prezentaciis saSualebiT, romelic savsea fli pCartebiTa da audiovizualuri masaliT. is maT aCvenebs, rom jorjiis mkvidr am biWs SeuZlia warmatebas miaRwios. milanisaken mimavali hari TviTmfrinavSi saubars gaabams gverdiT mjdom iaponelTan. is Tavis baraTs tovebs iaponelis langarze da gamomSvidobebisas Tbilad CamoarTmevs xels da mxarze megobrulad Semohkravs kidec. mogvianebiT, SefuTvis dizainze specializebuli italiuli kompaniis mflobelTan Sexvedrisas, Cvens gmirs acvia velvetis komfortuli sportuli pijaki, xakisferi Sarvali da topsaiderebi. yvelam icis, rom italielebi am mxriv naklebad seriozulni da modunebulni arian. daniSnulebis Semdegi punqtia saudis arabeTi, sadac is saukeTesod warudgens potenciur klients mravalmilioniani Rirebulebis saqmian winadadebas. saboloo gaCereba mas pekinSi, CineTSi elis, sadac is bizneslanCze Cinel aRmasruleblebs esaubreba. lanCis dasrulebisas hari Tavis Cxirebs brinjis TasSi awyobs da TiToeul stumars vizitis samaxsovrod Tiffany-is majis saaTebs Cuqnis. warmatebuli turne gamovida, ara? piriqiT, piriqiT! 6 Tvis Semdeg Consolidated Amalgamation-s araferi aqvs saCvenebeli, garda gadasaxadebis dastisa. sazRvargareTeli partniorebi namdvilad ar moxiblulan hariT. es hi poTezuri SemTxveva gazviadebul iqna yuradRebis gasamaxvileblad. amerikelebi iSviaTad arian aseTi sulelebi. magram eqspertebi

es reklama aRiarebs globalurad biznesis warmoebis sirTuleebs da saerTaSoriso asparezze momxmareblebis saWiroebebisa da Cvevebis sworad gagebis specifikas.

saukeTeso maxasiaTeblebis kompleqsis miReba xdeba. amavdroulad, gamyidvel organizaciasac SeuZlia faseulobaTa analizis gamoyeneba. myidvelebisaTvis miznis miRwevis saukeTeso gzis CvenebiT gare mimwodeblebs SeuZliaT cvlilebebis gareSe ganmeorebiTi Sesyidvis situacia axali Sesyidvis amocanis situaciad gadaaqcion, rac maT saSualebas aZlevs, axali klientebi moi povon. mimwodeblis moZieba. am etapze myidveli iwyebs mimwodeblebis Ziebas, raTa aRmoaCinos saukeTeso mommarageblebi. myidvels SeuZlia Seadginos kvalificiur mimwodebelTa patara sia savaWro cnobarebis daTvalierebiT, internetSi ZiebiTa Tu sxva kompaniebidan miRebuli satelefono rekomendaciebis

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amboben, rom warmateba saerTaSoriso bazarze Zalianaa damokidebuli teritoriisa da xalxis codnaze. inglisuris codniT da sakuTari Tavis sxvadasxva mxriv warmoCeniT, msoflios biznesliderebi, SeiZleba iTqvas, Sua gzaze mets gadian amerikelebTan Sesaxvedrad. maTgan gansxvavebiT, amerikelebi xSirad Zalian cotas akeTeben am mxriv da hgoniaT, rom sxvebma maT dakrulze unda icekvon. `Cven gvsurs, rom mogzaurobisas yvelaferi amerikuli iyos: swrafi, moxerxebuli, advili. ase , rodevxdebiT maxinji amerikelebi, sac sxvebisagan moviTxovT Secvlas. Cemi azriT, ufro meti biznesi gakeTdeboda, Tu ufro metad movindomebdiT~, _ dasZens erT-erTi amerikeli saerTaSoriso vaWrobis eqsperti. sabralo harimac moindoma, magram araswori gziT! rogorc wesi, britanelebi, amerikelebis msgavsad, saqmeebs telefoniT ar agvareben. es ara imdenad `kulturuli~, aramed midgomebs Soris gansxvavebaa. namdvil frangsac ar uyvars zedmeti familaroba _ SekiTxvebi ojaxze, eklesiasa Tu almamaterze da arc ucnobebis garemocvaSi saxeliT mimarTva. `sabralo Jaki, albaT, arafers SeimCnevda, ubralod, ukan daixevda. es cud, mwir gemovnebaze miuTiTebs, _ ambobs franguli biznesis eqsperti da askvnis: ,,biznesurTierTobebis ramdenime Tvis Semdegac ki, Tavs Sevikavebdi miwvevis dros mxolod saxeliT mimarTvisagan. evropaSi yovelTvis marTali xar, rodesac saxelis win batons iyeneb.~ haris prezentacia iqneboda fiasko germanelebisaTvis, maT ar uyvarT gadaWarbebuli frazebi da ampartavnuli winadadebebi. erT-erTi germaneli eqspertis mtkicebiT, miuxedavad amisa, germaneli biznesmenebi amerikelebTan urTierTobas SeeCvivnen. Tumca gansxvavebebi mSobliur enasa da tradiciebSi ucvlelia, ukanasknelma ocma weliwadma mxolod Searbila

isini. `guSin me biznesSexvedraze gadavexvie amerikel qalbatons; es normaluri iqneboda safrangeTSi, magram isev miuRebeli SedarebiT xnovani germanelisaTvis,~ _ ambobs xsenebuli eqsperti. misi TqmiT, mdivnebisaTvis saxelebiT mimarTva isev cud tonad CaiTvleboda. `maT aqvT ufleba, moixsenion gvariT. rasakvirvelia, Tavidan nebarTva unda iTxovoT.~ germaniaSi xalxi erTmaneTs mimarTavs oficialurad da koreqtulad zogierTebs, romelTac doqtoris xarisxi aqvT, ase unda mimarTon: `batono doqtoro.~ rodesac hari sliksmailma Tavis axal iaponel kolegas mxarze xeli Semohkra, aRmasrulebelma, albaT, es Jesti mis upativcemlobad CaTvala. iaponia, bevri aziuri qveynis msgavsad, `arakontaqturi (anu xeliT ar Sexebis) kulturis~ qveyanaa, sadac xelis CamorTmevac ki uCveulad aRiqmeva. harim saqme ufro gaafuWa, rodesac Tavisi savizito baraTi dautova. iaponelebisaTvis baraTi aris sakuTari `me-s nawili da rangis indikatori. isini mas sxvas cali xeliT ar gadascemen, piriqiT, orive xeliT miarTmeevn. garda amisa, iaponelebi yuradRebas amaxvileben rangzec. amerikelebisagan gansxvavebiT, isini ofisSi daqvemdebarebul TanamSromlebs xotbas ar Seasxamen, CiniT maTze ufrosebs ki aqeben. uiRblo hari sulelurad moiqca, rodesac daaskvna, rom italielebi holivudis stereoti pebs hgvanan. dizainisa da stilis alRo, romelic saukuneebis ganmavlobaSi axasiaTebda iataliur kulturas, romisa da milanis biznesmenebSi damkvidrda. isini lamazad icvamen da amayoben TavianTi natifi gemovnebiT, magram fiTrdebian mkveTr ferebsa da sxvebis Seuferebel Cacmulobaze. saudis arabeTis mcxovrebTaTvis Roris tyaviT gadakruli saqaRalde Seuracxmyofeli iqneboda. amerikeli gamyidveli, romelmac, sinamdvileSi, saCuqrad aseTi saqaRalde miarTva,

yovelgvari ceremoniis gareSe ignorirebul iqna. misi kompania ki arabTa Sav siaSi moxvda. CineTSi haris mier jamSi Cxirebis Cayra misi mxridan agresiad SeiZleba aRqmuliyo: Cxirebis brinjiT savse jamSi Cawyoba da mitoveba CinelebisaTvis sikvdils niSnavs. naCuqari majis saaTebi ki SesaZloa misi Savbneli zraxvebis gamoxatulebad aRiqves: CineTSi saaTis Cuqeba viRacis saiqioSi gastumrebas niSnavs. amgvarad, globalur bazarze warmatebiT muSaobisaTvis an saerTaSoriso partniorebTan efeqtis momtani urTierTobebisaTvis kompaniebi TavianT menejerebs unda daexmaron imaSi, rom maT Seiswavlon saerTaSoriso bazris moTxovnilebebi, tradiciebi da kultura. `rodesac bizness vawarmoebT ucxo qveyanasa da ucxo xalxSi _ gansakuTrebiT ki aradasavluri kulturis qveynebSi _ es bevrs niSnavs,~ aRniSnavs saerTaSoriso biznesis specialisti _ ,,saWiroa. vatrialoT TiToeuli qva. davsvaT saTanado SekiTxvebi. Rrmad SeviswavloT yvela detali. da es yvelaferi imitom, rom kulturebi, marTlac, gansxvavdeba erTi meorisagan. am gansxavebebma SesaZloa gadamwyveti gavlena moaxdinos.~ ase rom Zveli rCeva isev gamosadegia: `sadac waxval, iqauri qudi daixure.~
wyaroebi: Portions adapted from Susan Harte, When in Rome, You Should Learn to Do What the Romans Do, The Atlanta Journal-Constitution, January 22, 1990, pp. D1, D6. Additional examples from Terri Morrison, Wayne A. Conway, and Joseph J. Douress, Dun & Bradstreets Guide to Doing Business Around the World (Upper Saddle River, NJ: Prentice Hall, 2000); Craig S. Smith, Beware of Green Hats in China and Other Cross-Cultural Faux Pas, New York Times, April 30, 2002, p. C11; James K. Sebenius, The Hidden Challenge of Cross-Border Negotiations, Harvard Business Review, March 2002, pp. 7685; and Daniel Joseph, Dangerous Assumptions, Ceramic Industry, January 2003, p. 120.

safuZvelze. sadReisod, sul ufro meti kompnia iyenebs internets mimwodebelTa SerCevisaTvis. marketologebisaTvis interneti saTamaSo moednad iqca, romelic SedarebiT patara mimwodeblebs aZlevs imave upiratesobebs, rasac msxvil mimwodeblebs. axla bevri kompania mimwodebelTa Ziebas uyurebs, rogorc maTTan urTierTobis ganviTarebas. am kompaniebs surT, ganaviTaron mimwodebel-partniorTa sistema, rac klientebs ufro met faseulobas moutans. magaliTad, Wall-Mart-is mimwodeblebTan urTierTobis ganyofileba kvalificiur mimwodeblebs eZebs da exmareba maT, gaerkvnen Wall-Mart-is Sesyidvis kompleqsur procesSi. rac ufro axalia Sesyidvis amocana, rac ufro rTulia (kompleqsuria) da Zvirad Rirebuli produqti, miT ufro met dros moandomebs myidveli mimwodebelTa Ziebas. mimwodeblebis amocanaa, moxvdnen ZiriTad cnobarebaSi da Seqmnan bazarze kargi reputacia.

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mimwodeblebis ganviTareba: Wal-Mart-is momaragebis ganviTarebis departamenti gvTavazobs e.w. momaragebis winadadebaTa megzurs da saTanado veb-gverds, romlebSic mocemulia rCevebi im mimwodeblebisaTvis, romlebsac surT biznesis keTeba Wal-Mart-Tan.

saqmiani winadadebis moTxovna. organizaciis mier Sesyidvis procesis am etapze, myidveli winadadebis SemosaTavazeblad SerCeul mimwodebels iwvevs. Sedegad, zogierTi mimwodebeli gaagzavnis mxolod Tavisi produqciis katalogs an miavlens gayidvebis specialists. magram, rodesac SesaZeni produqcia kompleqsuria an Zviri, Cveulebriv, myidveli TiToeuli potenciuri mimwodeblisagan detalur werilobiT SeTavazebebs an oficialur prezentaciebs moiTxovs. mimwodeblebis marketologebi daostatebulni unda iyvnen kvlevaSi, werasa da biznesSeTavazebebis prezentaciaSi, raTa myidvelis saqmiani moTxovnis winadadebas saTanado pasuxi gascen. winadadeba unda iyos marketinguli da ara marto teqnikuri saxis dokumenti. prezentaciam myidvels unda Caunergos ndoba da mimwodebeli kompania sxva konkurentebisagan raime niSniT gamoyos. mimwodeblis SerCeva biznesSesyidvis procesis is etapia, rodesac kompania ganixilavs SeTavazebebs da SearCevs mommarageblebs. mimwodebelTa SerCevisas Sesyidvis centri xSirad qmnis specialur sias, romelSic CamoTvlilia sasurveli mimwodeblebis maxasiaTeblebi da TiToeuli maxasiaTeblis SefardebiTi mniSvneloba. erT-erT kvlevaSi Sesyidvis centris warmomadgenlebma Seqmnes im maxasiaTeblebis sia, romlebic mimwodeblisa da myidvelis urTierTobaze yvelaze mniSvnelovan gavlenas axdenen: xarisxiani produqti da momsaxureba, drouli miwodeba, eTikuri korporaciuli qceva, Tavaziani urTierToba da konkurentunariani fasebi. sxva mniSvnelovani faqtorebia SekeTebis da momsaxurebis SesaZlebloba, teqnikuri daxmareba da rCeva, geografiuli adgilmdebareoba, saqmianobis istoria da reputacia. Sesyidvis centris wevrebi am maxasiaTeblebis mixedviT yofen mimwodeblebs da maT Soris saukeTesoebs gamoarCeven. SesaZloa, sanam saboloo arCevans gaakeTeben, myidvelebma upiratesoba miniWebul mimwodeblebTan ukeTesi fasebisa da sxva pirobebisaTvis molaparakeba gamarTon. sabolood, maT SeiZleba SearCion erTi

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an ramdenime mimwodebeli. bevri organizacia upiratesobas mimwodebelTa did ricxvs aniWebs, raTa Tavidan aicilon mxolod erT mimwodebelze damokidebuleba da saSualeba hqondeT, Seadaron drodadro ramdenime mimwodeblis fasebi da pirobebi. SekveTis proceduris SemuSaveba. am etapze myidveli kompania adgens SekveTebis proceduras mimwodeblebisTvis. SekveTis procedurebi moicavs teqnikur maxasiaTeblebs, produqtis sasurvel raodenobas, miwodebis savaraudo dros, wuniani saqonlis ukan dabrunebis wesebsa da garantiis pirobebs. teqnikuri momsaxurebis, SekeTebis aucileblobisa da cikliurad misawodebeli produqciis SemTxvevaSi gamoiyeneba e.w. zogadi kontraqti. zogadi kontraqti qmnis grZelvadian urTierTobebs, rodesac mimwodebeli pirobas debs, saWiroebis SemTxvevaSi, myidveli xelaxla moamaragos SeTanxmebul fasad da drois garkveul periodSi gansazRvruli raodenobis produqciiT. am dros mcirdeba xarjebi, romlebsac adgili eqneboda yovel jerze Sesyidvebze xelaxali molaparakebebis procesis warmoebis SemTxvevaSi. aseTi praqtika mimwodebels myidvelTan aaxloebs, riTac sxva mimwodeblebis urTierToba am myidvelTan garTulebulia, sanam myidveli arsebul fasebsa Tu momsaxurebebze ukmayofilebas ar gamoxatavs. miRweuli Sedegebis mimoxilva. am etapze myidveli mimwodeblebis muSaobis maCveneblebs afasebs. is SesaZloa momxmareblebs daukavSirdes da gaarkvios maTi kmayofilebis done. miRweuli Sedegebis mimoxilvis safuZvelze SeiZleba saqmianobis gagrZeleba modifikaciiT an urTierTobis Sewyvetac ki. mimwodeblis interesebSia imave faqtorebis monitoringi, rasac myidveli akvirdeba, raTaA darwmundes, rom myidvels Tavisi momsaxurebiT mosalodneli kmayofilebis SegrZnebas uqmnis. Cven aRvwereT is etapebi, romelTaganac, rogorc wesi, axali Sesyidvis amocanis situacia Sedgeba. rva safexuris mqone modeli gvaZlevs myidveli organizaciis Sesyidvis gadawyvetilebis procesis gamartivebul xedvas. realuri procesi, Cveulebriv, ufro kompleqsuria. cvlilebis gareSe ganmeorebiTi Tu modificirebuli Sesyidvis dros zogierTi etapi SeiZleba saerTod amovardes. TiToeuli organizacia yidulobs Taviseburad da TiToeuli Sesyidvis situacias unikaluri moTxovnebi gaaCnia. Sesyidvis centris sxvadasxva monawile SesaZloa procesis sxvadasxva etapze CaerTos. miuxedavad imisa, rom, Cveulebriv, Sesyidvis process garkveuli etapebi aqvs, myidvelebi yovelTvis TanmimdevrobiT ar mihyvebian maT da, ufro metic, sxva safexurebsac amateben. xSirad myidvelebi ganmeorebiT gadian procesis erTsa da imave safexurs. dabolos, myidvelTa urTierTobebma SesaZloa mocemul dros gaaerTianos sxvadasxva ti pis Sesyidvebi, romelTagan TiToeuli Sesyidvis procesis sxvadasxva safexurze dgas. biznesSesyidvebi internetis meSveobiT bolo ramdenime wlis ganmavlobaSi informaciuli teqnologiebis winsvlam B2B-is marketinguli procesi Secvala. onlainSesyidva, romelsac eleqtronul Sesyidvas (e-proeurement) uwodeben, Zalian swrafad izrdeba. bolo gamokvlevam aCvena, rom myidveli organizaciebis TiTqmis 75% iyenebs internets, raTa Tavisi sayidlebis garkveuli nawili mainc SeiZinos. meore gamokvlevam daadgina, rom elSesyidvaze saSualod kompaniis danaxarjebis 14% modis. erTi kvleviTi kompniis SefasebiT, internetiT SeZenil masalebze daxarjulma Tanxam, romelic 2000 wels 75 miliard dolars Seadgenda, 2003 wels 3 trilions miaRwia.35 internetSi sakuTari veb-gverdebis garda, kompaniebi qmnian eqstranetebs, romlebic kompaniis komunikaciebsa da monacemebs mis regularul mimwodeblebsa da distributorebTan akavSirebs. internetiT vaWrobas xSirad adgili aqvs saxelmwifo da kerZo savaWro garigebebSi an e.w. ukuauqcionebze (reverse auctions), romlis drosac myidvelebi TavianT Txovnebs SeZenasTan dakavSirebiT veb-gverdebze aTavseben da mimwodeblebs iwveven am gancxadebaze TavianTi fasis dasasaxeleblad. magaliTad, sajaro vaWrobas, rogorsac avtoindustriaSi Covisint-i sTavazobs _ iZleva ufro swraf, komunikaciis ufro efeqtur gzas, TanamSromlobas, yidva-

elSesyidva (e-procurement)
onlainSesyidva.

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gayidvas, vaWrobasa da informaciis gacvlas sawarmoebs Soris. am gacvlas gasul wels moxmarda 50 miliardze meti dolari. elSesyidva saSualebas aZlevs myidvelebs, daukavSirdnen axal mimwodeblebs, amcirebs Sesyidvis xarjebs da aCqarebs SekveTis processa da produqciis mitanas. sanacvlod, B2B marketologebs SeuZliaT myidvelebs internetiT daukavSirdnen da gauziaron maT marketinguli informacia, mihyidon produqtebi da momsaxureba, uzrunvelyon myidvelis mxardamWeri momsaxurebebi da myidvelebTan arsebuli urTierTobebis SenarCuneba. amgvarad, produqtebis umravlesoba, romelTac internetiT vyidulobT, aris e.w. MRO masalebi anu teqnikuri momsaxurebis (Maintenance), SekeTebis (Repeir) sawarmoo procesebisaTvis (Operation) saWiro masalebi. magaliTad, Los Angeles County yvelafers internetiT yidulobs, dawyebuli wiwilebiT da damTavrebuli eleqtro naTurebiT. onlainSesyidvebi, anu elSesyidvebi: sajaro savaWro eleqtronuli gacvla, iseTi, rogorsac avtomrewvelobaSi Covisint-i National Semiconductor-ma avtomaturad mouyara gvTavazobs _ ,,ufro swraf, komunikaciis ufro efeqtur gzas, Tavi kompaniisaTvis TveSi saWiro TiTqmis TanamSromlobas, yidva-gayidvas, vaWrobas da informaciis gacv3,500-ze met sxvadsxva ti pis produqcias, las sawarmoebs Soris~. gasul wels ganxorcielda 50 miliard dawyebuli steriluri fexsacmliT, romeldolarze meti avtonawilebis SekveTa. sac Tavis fabrika-qarxnebSi iyenebs, damTavrebuli Tanamedrove kompiuteruli programebiT. am saxis MRO masalebze daxarjuli Tanxa Zalian cotaa imasTan SedarebiT, rac daixarja iseT nivTebze, rogorebicaa TviTmfrinavis nawilebi, kompiuteruli sistemebi da foladis milebi. da mainc, MRO masalebi mTeli biznesis SekveTebis 80%-s Seadgens da am SekveTebis damuSavebisaTvis saWiro garigebebis xarjebic maRalia. General Electric-i (GE), msoflioSi erT-erTi yvelaze didi Semsyidveli organizacia, gegmavs ramdenime weliwadSi internetis meSveobiT yvela ZiriTadi operaciuli da samrewvelo masalebi SeiZinos. 5 wlis win GE-ma Camoayaliba globaluri gacvliTi momsaxurebebis qseli veb-gverdi, romlis saSualebiTac GE-is biznesi imdenad warmatebuli aRmoCnda, rom GE-ma axla is sxva kompaniebisTvisac gaxsna da Seqmna vrceli eleqtronuli Sesyidvis informaciis gacvlis centri. B2B-is elSesyidvas bevri sargebeli moaqvs. upirveles yovlisa, is amcirebs garigebaTa xarjebs da Sesyidvac ufro efeqtiania rogorc myidvelis, aseve mimwodeblisaTvis. veb-gverdis mqone kompaniaTa Sesyidvis programa qaRaldTan dakavSirebul saqmianobas amcirebs, rac tradiciul rekvizitebsa da SekveTis procedurasTan asocirdeba. saSualod kompaniebs SeuZliaT Sesyidvis xarjebi 15-20%-iT Seamciron. magaliTad, Owens Corning-ma daaskvna, rom eleqtronuli Sesyidvis wyalobiT misi yovelwliuri Sesyidvis xarji, 3,4 miliardi dolari, 10%-iT Semcirda. Microsoft-ma ki axlaxan Sesyidvis xarjebi 700 milioni dolariT Seamcira, mas Semdeg, rac eleqtronuli Sesyidvis sistema danerga.36 eleqtronuli Sesyidva amcirebs dros, romelic SekveTasa da produqciis mitanas Soris arsebobs. drois dazogva gansakuTrebiT efeqtiania im kompaniebisaTvis, romelTac bevri partniori sazRvargareT hyavT. Adaptec-ma, kompiuterebis maxsovrobis ZiriTadma mimwodebelma, eqstraneti gamoiyena, raTa mTeli taivanis mikrosqemebis mimwodeblebi virtualuri ojaxis saxiT erTmaneTTan daekavSirebina. axla Adaptec-idan Setyobinebebi mis aziel partniorebs wamebSi gadaecemaT. man SekveTasa da mitanas Soris arsebuli dro Seamcira: Tu manamde am yovelives 16 kvira sWirdeboda, axla amisaTvis saWiroa 55 dRe. dabolos, garda imisa, rom izogeba dro da xarjebi, eleqtronuli Sesyidva myidvelebs dros aZlevs, ufro strategiul sakiTxebze moaxdinon koncentrireba. bevri profesionali SemZenisaTvis eleqtronuli Sesyidva niSnavs

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monotonuri saqmisa da qaRaldTan dakavSirebuli saqmianobis Semcirebas, maragis marTvisa da mimwodeblebTan ufro nayofieri muSaobisaTvis meti drois daTmobas. miuxedavad amisa, elSesyidvaTa swrafi gafarToeba ramdenime problemas qmnis. magaliTad, garda imisa, rom veb-gverdi mimwodeblebsa da myidvelebs SesaZleblobas aZlevs, erTmaneTs gauziaron biznesmonacemebi da, ufro metic, iTanamSromlon produqtis dizainze, mas SeuZlia daangrios aTeulobiT wlis ganmavlobaSi naSenebi myidvel-mimwodeblis urTierTobebi. bevri kompania vebgverdebs iyenebs ukeTesi mimwodebelis mosaZebnad. elSesyidvas aseve SeuZlia potenciuri usafrTxoebis saSiSroebani warmoSvas. kompaniaTa 80%-ze meti acxadebs, rom myidvelebsa da partniorebs Soris eleqtronul kavSirebis gafarToebaSi usafrTxoeba aris mTavari barieri. miuxedavad imisa, rom eleqtronuli fostisa da garigebebis dacva SeiZleba ZiriTadi kodirebis sistemebiT, usafrTxo garemo, romelic bizness sWirdeba, rom konfidencialuri urTierTqmedebebi ganaxorcielos, isev mwiria. kompaniebi milionebs xarjaven, rom gamoikvlion Tavdacvis strategiebi da hakerebisagan Tavi daicvan. magaliTad, Cisco System-i qmnis e.w. ,,firewalls-s avtorizaciis sistemas da dacviT procedurebs, romlebic misma partniorebma unda gamoiyenon, raTa usafrTxo gaxadon eqstranetiT kavSirebi. sinamdvileSi, kompania ufro Sors midis is sakuTar usafrTxoebis inJinrebsac agzavnis, raTa partnioris dacvis sistemebi gadaamowmos da partniors avaldebulebs, Tavis Tavze aiRos usafrTxoebis wesebis nebismieri darRveva, romelic misi kompiuteridan warmoiSveba.

koncefciebis kvaldakval
es Tavi ukanasknelia im sam Tavs Soris, romlebic sabazro sivrcisa da momxmareblebis Seswavlas exeboda. Cven dawvrilebiT ganvixileT momxmareblebi da maTi qceva yidvis procesSi. amerikis samomxmareblo bazari Sedgeba 290 milionze meti adamianisagan, romlebic yovelwliurad trilionobiT Rirebulebis saqonelsa da momsaxurebebs iZenen. biznesbazari bevrad meti raodenobis fulsa da saqonels moicavs, vidre samomxmareblo bazari. saboloo momxmareblebi da myidveli organizaciebi didad gansxvavdebian maxasiaTeblebisa da garemoebebis mixedviT. momxmarebelTa da myidveli organizaciebis qcevis gageba aris erT-erTi yvelaze didi problema, romlis winaSec marketologebi dganan. aRwereT samomxmareblo bazari da is mTavari faqtorebi, romlebic gavlenas axdenen momx mareblis yidvis qcevaze. samomxmareblo bazari Sedgeba yvela im individisa Tu ojaxisagan, romlebic saqonelsa da momsaxurebebs piradi moxmarebisaTvis yiduloben. myidvelis qcevis modelis mixedviT, marketinguli da sxva garemo stimulebi momxmareblis `Sav yuTSi~ Sedis. `Savi yuTi~, Tavis mxriv, Sedgeba 2 nawilisagan. pirvel nawili _ myidvelis maxasiaTeblebi _ gavlenas axdens imaze, Tu rogor aRiqvams momxmarebeli stimulebs da rogor reagirebs maTze. meore nawili _ myidvelis mier gadawyvetilebis miRebis procesi _ gavlenas axdens myidvelis qcevaze. `Sav yuTSi~ Semavali stimulebi gardaiqmneba myidvelTa reaqciebad, rogorebicaa produqtis, brendis, dileris arCevani, Sesyidvis dro da raodenoba. momxmareblis mier produqtis Sesyidvaze Zlier gavlenas axdens kulturuli, socialuri, pirovnuli da fsiqologiuri maxasiaTeblebi. kultura yvelaze kargad gansazRvravs pirovnebis survilebsa da qcevas. sxvadasxva subkulturisa da socialuri klasis warmomadgenlebi sxvadasxva saxis produqtsa da brends aniWeben upiratesobas. socialuri faqtorebi, rogoricaa patara jgufis an ojaxis zegavlena, Zlier zemoqmedebs produqtisa da brendis arCevanze, iseve rogorc pirovnuli maxasiaTeblebi, rogorebicaa asaki, sasicocxlo ciklis etapi, saqmianoba, ekonomikuri mdgomareoba, cxovrebis stili da individualoba. dabolos, momxmareblis qcevaze yidvis dros mniSvnelovan gavlenas oTxi fsiqologiuri faqtori axdens motivacia, aRqma, swavla, rwmena da damokidebuleba. TiToeuli maTgani sxvadasxva kuTxiT warmoaCens myidvelis `Savi yuTis~ muSaobis gagebis perspeqtivas.

SeisveneT:

1.

2. CamoTvaleT da ganixileT myidvelis gadawyvetilebis miRebis procesis safexurebi. saqonlis yidvaze myidvelis mier gadawyvetilebis miRebis procesi moicavs saWiroebis Secnobas, informaciis moZiebas, alternativebis Sefasebas, yidvaze gadawyvetilebis miRebasa da yidvis Semdgom qcevas. saWiroebis Secnobisas momxmarebeli Seicnobs im problemasa Tu mom-

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saxurebis saWiroebas, romlis dakmayofilebac SesaZlebeli iqneboda produqtisa Tu momsaxurebis meSveobiT. saWiroebis Secnobis Semdeg momxmarebeli gadadis meore etapze informaciis moZiebaze. informaciiT xelSi momxmarebeli axdens alternativebis Sefasebas da arCevs erT-erT brends, amis Semdeg ki iRebs SeZenis gadawyvetilebas da produqts yidulobs. yidvis Sesaxeb gadawyvetilebis miRebis procesis saboloo safexurze yidvis Semdgomi qceva momxmareblis moqmedeba damokidebulia nayidi saqonliT mis kmayofilebaze an ukmayofilebaze. marketologis saqmea, Seiswavlos myidvelis qceva TiToeul etapze da is faqtorebi, romlebic am etapebze axdenen gavlenas.

gadawyvetilebebi, yidvis situaciaTa mixedviT, sami ti pisaa: cvlilebebis gareSe ganmeorebiTi Sesyidva, modificirebuli ganmeorebiTi Sesyidva da axali Sesyidvis amocana. myidveli organizaciis gadawyvetilebis mimRebi ganyofileba Sesyidvis centri SesaZloa aerTianebdes bevr adamians, romlebic sxvadasxva rols TamaSoben. mimwodeblebis marketologebma unda icodnen Semdegi: vin arian Sesyidvis centris mTavari monawileebi? ra saxis gadawyvetilebis miRebisas iyeneben isini TavianT zegavlenas da ra doniT? romel kriteriumebs iyenebs Sefasebisas TiToeuli monawile? mimwodeblebis marketologebma aseve unda Seiswavlon garemo faqtorebis, organizaciis, pirovnebaTSorisi da individualuri zegavlena yidvis procesze.

3. aRwereT axali produqtis aTvisebisa da gavrcelebis procesi. produqtis aTvisebis (aRiarebis) procesi Sedgeba 5 etapisagan: gaTviTcnobiereba, interesi, Sefaseba, sacdelad yidva da aTviseba. axali produqtis marketologebma unda ifiqron imaze, Tu rogor daexmaron momxmareblebs am etapebis gadalaxvaSi. axali produqtebis difuziis procesSi momxmareblebis reaqcia sxvadasxvagvaria, rac momxmareblisa da produqtis maxasiaTeblebzea damokidebuli. momxmareblebi SesaZloa iyvnen inovatorebi, adreuli amTvisebelni, adreuli umravlesoba, gviani umravlesoba da CamorCenilebi. SesaZloa TiToeulma jgufma sxvadasxva marketinguli midgoma moiTxovos. marketologebi xSirad cdiloben, TavianTi axali produqcia potenciurad adreuli amTviseblebis yuradRebis centrSi moaqcion, gansakuTrebiT ki im adamianebis, romlebic e.w. azris gamavrceleblebi arian. 4. gansazRvreT biznesbazari da daadgineT is ZiriTadi faqtorebi, romlebic myidveli organizaciis qcevaze axdens gavlenas. biznesbazari Sedgeba yvela im organizaciisagan, romlebic yiduloben saqonelsa da momsaxurebas, sxva produqciis da momsaxurebis sawarmoeblad an Semdgomi misi gayidvis Tu gaqiravebis mizniT. samomxmareblo bazrebisagan gansxvavebiT, biznesbazrebs, Cveulebriv, hyavs SedarebiT mcire raodenobis, magram msxvili myidvelebi, romlebic ufro metad geografiulad koncentrirebulni arian. biznesmoTxovna aris warmoqmnili moTxovna. xolo yidvaze gadwyvetilebas, Cveulebriv, ufro profesionali myidvelebi iReben. myidveli organizaciebis

5. CamoTvaleT da gansazRvreT myidveli organizaciis mier gadawyvetilebis miRebis procesis safexurebi. myidveli organizaciis Sesyidvis procesi, Tavis mxriv, SesaZloa Sedgebodes rva ZiriTadi safexurisagan: problemis Secnoba, saWiroebis zogadi aRwera, produqtis specifikacia, mimwodeblis moZieba, saqmiani winadadebebis moTxovna, mimwodeblis SerCeva, SekveTis procedurebis SemuSaveba da miRweuli Sedegebis mimoxilva. myidvelebi, axali Sesyidvis amocanis situaciaSi, Cveulebriv, gadian yidvis procesis yvela safexurs. myidvelbi, cvlilebebis gareSe ganmeorebiT Sesyidvis an modificirebuli ganmeorebiTi Sesyidvis dros, SesaZloa zogierT safexurs gadaaxtnen. kompaniebma momxmarebelTa mTeli urTierTobebi unda marTon, romelic xSirad yidvis bevr sxvadasxva gadawyvetilebas moicavs procesis sxvadasxva etapze. informaciuli teqnologiebis axlandelma miRwevebma dasabami misca elSesyidvebs, romelTa meSveobiTac myidveli organizaciebi yiduloben sxvadasxva saxis produqtsa da momsaxurebas eleqtronuli monacemebis urTierTgacvliT an internetiT. am gziT produqciis SeZena myidvels saSualebas aZlevs, kavSiri iqonios axal mimwodeblebTan, amcirebs yidvis xarjebs da aCqarebs SekveTis Sesrulebasa da produqciis adgilze mitanas. da mainc, mimwodeblebis marketologebi sul ufro xSirad ukavSirdebian myidvelebs eleqtronuli gziT, raTa miawodon marketinguli informacia, miyidon produqti da momsaxureba, awarmoon myidvelTa xelSemwyobi momsaxureba da SeinarCunon urTierTobebi arsebul myidvelebTan.

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TavSi gamoyenebuli terminebi

aRqma aTvisebis procesi axali produqti axali Sesyidvis amocana azris gamavrcelebeli biznesbazari cxovrebis stili damokidebuleba elSesyidva faseulobaTa analizi ganmeorebiTi Sesyidva cvlilebis gareSe jgufebi kultura momxmareblis qceva yidvisas Perception Adoption process New product New task Opinion leader Business market Lifestyle Attitude e-procurement Value analyses Straight rebuy Groups Culture Consumer buyer behavior modificirebuli ganmeorebiTi Sesyidva motivacia motivi (mamoZravebeli Zala) myidveli organizaciis qceva pirovneba rwmena samomxmareblo bazari SemecnebiTi disonansi Sesyidvis centri sistemuri gayidva socialuri klasi subkultura swavla warmoqmnili moTxovna Modified rebuy Motivation Motive (drive) Business buyer behavior Personality Belief Consumer market Cognitive dissonance Buying center Systems selling Social class Subculture Learning Derived demand

imogzaureT
gansaxilveli sakiTxebi 1. aRwereT, socialuri klasi da subkultura rogor zegavlenas axdens avtomobilis SerCevaze. am ori faqtoridan romels aqvs ufro meti Zala? 2. sarekomendacio jgufebi, romlebSic individebs surT gawevrianeba, aris maTTvis misabaZi jgufi. miuTiTeT erT-erTi jgufi, romelic Tqveni e.w STabeWdilebis wyaroa? ra ti pis produqtebis gayidva SeuZliaT mimwodeblebs efeqtianad Tqven mier SerCeuli jgufis meSveobiT? 3. swavlas aRweren, rogorc gamocdilebis safuZvelze individis qcevaSi warmoSobil cvlilebas. ra gziT cdiloben marketologebi momxmarebelTa mier maTi produqtis gamocdas, imisaTvis rom maTive yidvis qcevaze zegavlena moaxdinon. 4. zogjer momxmarebeli moiZiebs didi moculobis informacias, zogjer ki sul minimalurs. ra faqtorebs SeuZlia zegavlenis moxdena imaze, Tu ra raodenobis informacias moiZiebs momxmarebeli? 5. gaixseneT produqtis axali saxeoba, romelic axlaxan SeiZineT. ganixileT, rogor gaiareT produqtis aTvisebis (aRiarebis) procesis etapebi. romelime gamotoveT? iyo Tu ara es etapebi im TanmimdevrobiT, rogorc teqstSi iyo moyvanili? 6. ganixileT, rogor gansxvavdeba myidveli organizaciis da momxmareblis qceva yidvis procesSi. ras niSnavs es kompaniisaTvis, romelic cdilobs, gayidos saqoneli sxva organizaciebze? gamoyenebiTi SekiTxvebi 1. ewvieT SRI Consulting-is veb-gverds (www.sricbi.com/VALS/presurvey.html) da onlain SeavseT VALSis kvleva. VALS-is pirveladi da meoradi ti pebis mixedviT, ramdenad zustia Tqveni daxasiaTeba. rogor fiqrobT, 5-10 weliwadSi gadaxvalT VALSis sxva kategoriaSi? ganixileT, rogor unda gamoiyenon es informacia Kraft-is sakvebi produqtebis marketologebma, raTa gayidon Velveeta-s yveli. 2. gansazRvreT amTviseblebis xuTi kategoria da is, Tu rogor gansxvavdebian isini erTmaneTisagan. SearCieT ukanasknel teqnologiaze orientirebuli produqti, rogoricaa PDA an DVD fleeri da ganixileT, rogor unda ganaTavson msgavsi produqtebi, raTa xuTive kategoriisaTvis xelmisawvdomi gaxdes isini. Tqveni azriT, romeli kategoriisaTvis iqneba yvelaze advili gayidva? romeli maTgani iqneba yvelaze mogebiani? 3. urTierTobebs gamyidvelsa da myidvels Soris xSirad moixsenieben, rogorc ufro kritikuls B2B (biznesi biznesisaTvis) garigebebSi, vidre B2C (biznesi momxmareblisaTvis) garigebebSi. eTaxmebiT Tu ara am mosazrebas? ra ti pis moqmedebebi unda ganaxorcielos kompaniam sxva organizaciebTan ufro Rrma urTierTobebis dasamyareblad?

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teqnologiur samyaroSi
am TavSi ganxilulia samomxmareblo da biznesbazrebis ganmasxvavebeli niSnebi. rogor fiqrobT, im kompaniis veb-gverdebi, romlebic TavianT produqcias pirdapir momxmareblebze yidian, Seedreba biznesbazrebze produqciis gamyidveli kompaniebis veb-gverdebs? ewvieT da gamoikvlieT korporaciuli veb-gverdebi, mag.: Dow Chemical-sa (www.dow.com) da Kellogg-is (www.kelloggs.com). 1. riTi gansxvavdeba veb-gverdebi? 2. risTvisaa TiToeuli maTgani Seqmnili? 3. ra saxis informaciaa warmodgenili orive veb-gverdze? 4. ramdenad kargi kavSiri aqvs TiToeul vebgverds Tavis auditoriasTan?

eTikis samyaroSi
rogorc ukve aRiniSna zemoT, mowifuli momxmareblebi mimzidvel bazars qmnian TavianTi mzardi donis, finansuri stabilurobisa da Tavisufali drois gamo. janmTelobisaTvis sasargeblo produqtebi xSirad am bazarebisaTvis iqmneba, rom daexmaros maT, iseve axalgazrdulad gamoiyurebodnen, rogorc grZnoben Tavs da daamarcxon sibere. tradiciulad, im wamlis reklama, romelic receptiT gaicema, pirdapir farmacevtebze iyo gaTvlili. bolo dros gaizarda iseTi reklamebis ricxvi, romlebic gamiznulia momxmarebelze. gansakuTrebiT ki mowiful momxmarebelze. mizani naTelia: Tu pacientma icis axali wamlis Sesaxeb, romelic, savaraudod, siberes amarcxebs, is farmacevtebs sTxovs, swored es wamali gamouweron. mosalodneli Sedegi? reklamirebuli wamlis gayidvis donis zrda. wamlis mwarmoeblebma gazardes momxmareblebze gaTvlili reklamebis raodenoba. 1996 wels masze daxarjuli Tanxa Seadgenda 800 milion dolars, xolo 2001 wlisaTvis 2.7 miliardamde gaizarda. maSin rodesac kargad ganaTlebul momxmarebels mkveTrad gamokveTili mizani aqvs, kritikosebi miiCneven, rom uSualod momxmarebelze gaTvlili reklama nawilobriv iwvevs receptiT gasayidi wamlebis fasebis eskalacias, romelic yovelwliurad saSualod 17%-iT izrdeba. rogorc Cans, reklama Tavis saqmes akeTebs. 1999-2000 wlebSi reklamis mqone 50 wamlis gayidva gaizarda 24.6%-iT, maSin rodesac, ubralod, receptis mqone wamlebis gayidvis maCvenebeli 4.3% iyo. albaT, yvelaze SemaSfoTebeli iyo Journal of Family Practice-is kvleva, romlis Tanaxmadac, ojaxis farmacevtTa 71% miiCnevs, rom isini momxmarebelze gaTvlili reklamebis zegavlenis qveS arian, amis gamo pacientebs receptebs uweren im wamlebze, romelsac manamde ase ubralod ar gamouwerdnen. 1. ras fiqrobT receptiT gasayidi wamlebis momxmarebelze gaTvlili reklamebis Sesaxeb? ra aris am saxis reklamebis dadebiTi da uaryofiTi mxareebi? 2. ra unda moimoqmedon wamlis mwarmoeblebma, rom sazogadoebis winaSe pasuxismgebelni iyvnen momxmareblebze gaTvlili reklamis Seqmnisas? 3. moaqvs Tu ara farmacevtuli kompaniebisaTvis negatiuri Sedegi momxmarebelze gaTvlil reklamebs?

ucxouri biznessituacia
Subaru-s biznessituacia moTavsebulia wignis bolos, danarT 1-Si.

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qarTuli biznessituacia
lukoil-jorjia cifrul samyaroSi
lukoil-jorjia Seiqmna 2002 wlis martSi da warmoadgens cnobili kompaniis lukoilis Svilobil kompanias. yofili sabWoTa kavSiris ministrTa sabWos 1991 wlis 25 noembris #18 rezoluciis Tanaxmad saxelmwifos sakurebaSi arsebuli navTob koncerni LangepasUralKogalymneft daarsda. es kompania 3 navTob sawarmos Langepasneftegaz, Uralneftegaz da Kogalymneftegaz-s da sam gadamamuSavebel sawarmos Permorgsintez, volgogradisa da novoufimskis navTob-gadamamu-Savebel qarxnebs aerTianebda nebayoflobiT safuZvelze. Ria saaqcio sazogadoeba ,,lukoili _ navTob kompania daarsda 1993 wlis 5 aprils ruseTis federaciis mTavrobis #229 gadawyvetilebiT, ruseTis federaciis prezidentis 1992 wlis 17 noembris #1403 brZanebulebis ,,saxelmwifos mflobelobaSi myofi sawarmoebis, navTobis warmoebisa da kvlevis asociaciebis, navTobis gadamamuSavebeli sawarmoebis da navTob produqtebis momwodebeli saagentoebis privatizebisa da saaqcio sazogadoebad transformaciis Taobaze Sesabamisad. saaqcio sazogadoebis sawesdebo kapitalis sakontrolo paketi warmodgenilia mwarmoebeli, gadamamuSavebeli da savaWro kompaniebiT. konsolidirebuli privatizaciis gegma damtkicda da lukoilis aqciebis pirveli gamoSvebac daregistrirda. aqciebis nawili saxelmwifo sakuTrebaSi darCa. Tormeti wlis Semdeg, 2004 wlis 29 seqtemberSi, amerikulma korporacia konoko filipsma SeiZina ruseTis saxelmwifos xelSi arsebul aqciaTa paketi, riTic lukoili srulad kerZo sakuTrebaSi gadavida. konoko fili psTan urTierTobam lukoils saSualeba misca gaaqtiurebuliyo aSS-s bazarze da dReisaTvis aSS-Si 2000 avto gasamarTi sadguri (ags) lukoilis savaWro niSniT saqmianobs. lukoili aris msoflioSi saxelganTqmuli kompania, romelic erT-erTi pirvelia Tavisi vertikalurad integrirebuli sistemiT misi saqmianoba moicavs srul cikls: navTobis mopovebidan uSualod momxmareblisTvis miwodebamde. lukoili gamoirCeva Tavisi produq-ciis evropuli xarisixiT, zrdis tendenciiTa da finansuri maCvenelebiT. lukoil-jorjiam, saqarTveloSi, Tavisi saqmianoba daiwyo sawvavis importiTa da misi sabiTumo realizaciiT. sacalo qseli mxolod 4 ags-s Seadgenda. kompanias sawvavi Semoaqvs bulgareTisa da rumineTis Tanamedrove navTobgadamamuSavebeli sawarmoebidan, romlebis mier gadamuSavebuli sawvavi Seesabameba evropul standarts1 . TandaTanobiT lukoil1

jorjias strategiaSi moxda prioritetebis gadanawileba, ris Sedegadac kompaniam aqtiurad daiwyo sacalo ags-ebis qselis, gafarToeba. 2004 wlidan lukoil jorjias generaluri direqtoria batoni zaza qaTamaZe, romlis xelmZRvanelobiT kompaniam daiwyo ori mimarTulebiT muSaoba: sakuTari avto-gasamarTi sadgurebis raodenobis zrda da franCaizingis sistemis2 danergva. franCaizingis sistemis mixedviT, lukoili amyarebs partniorul urTierTobas bazarze arsebuli ags-bis qselis mflobel kompaniasTan, ris mixedviTac partniori kompania (Franchisee) iwyebs muSaobas lukoil jorjias saxelisa da saoperacio sqemis mixedviT. 2006 wlisTvis am sistemas SeuerTda jorjia plusi, iberkompani, nukoili da ramodenime damoikidebeli ags. dReisaTvis Tbilissa da regionebSi lukoilis savaWro niSniT 49 ags muSaobs, aqedan 18-s flobs TviT lukoil-jorjia, xolo 31 warmoadgens franCaizingis sistemiT momuSave agsebs. diagramaze asaxulia kompaniis sawvavis realizaciis mzardi dinamika 2002-2005 wlebSi. naxtomi realizaciaSi ganpirobebulia ags-ebis qselis gafarTovebis dawyebiT.

lukoil-jorjias sacalo bazris struqtura iyofa or ZiriTad jgufad: fizikur pirebad da korporaciul klientebad. fizikuri pirebi warmoadgenen saSualo da maRali Semosavlebis mqone pirebs, romlebisTvisac mniSvnelovania sawvavis stabiluri xarisxi. am segmentis dayofa xdeba sawvavis ti pis moxmarebis mixedviT. 2005 wlis monacemebiT sawvavis realizacia Semdegi procentuli maCveneb2

lukoilis sawvavi saerTod ar Seicavs tyviis danamatebs. lukoilis sawvavis SemadgenlobaSi arsebuli aromatizirebuli naxSirwyalbadisa da gogirdis (janmrTelobisTvis saziano) Semcvleloba gacilebiT naklebia, vidre saqarTveloSi moqmedi Sesabamisi standartis moTxovnebi. amasTanave, gasaTvaliswinebelia, rom evropuli standartis mixedviT oqtanoba TiToeuli ti pis sawvavisaTvis ufro maRalia, vidre saqarTveloSi moqmedi SezRudvebi.

franCaizingis sistema gulisxmobs, sxva sakontraqto pirobebTan erTad: 1. ags-ebis srul `gawiTlebas~ - lukoilis standartis Sesabamisad; 2. lukoilis sawvavis eqskluziurad realizebas; 3. erTian safaso sistemaSi moqmedebas; 4. lukoilis sabaraTe sistemaSi CarTvas.

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lebiT xasiaTdeba: premiumi 48%, regulari 25%, premium avangardi 14%, superi 6% da dizeli 7%. korporaciuli klientebi Tavis mxriv iyofa or jgufad: 1) saxelmwifo da saerTaSoriso organizaciebi, romlebic tenderis an fasTa kotirebis saSualebiT arCeven momwodebels da 2) kerZo organizaciebi. korporaciuli klientebis mier moxmarebuli sawvavi ti pebis mixedviT 2005 wels ase gadanawilda: premiumi 43%, superi 11%, premium avangardi 24% da dizeli 22%. saqarTveloSi, navTobproduqtebis sacalo bazarze konkurentuli garemo sakmaod mkacria. lukoilis ZiriTad konkurentebi arian visoli (yofili kanargo), eko-jorjia da axali moTamaSe rompetroli. ZiriTadi konkurentebis garda bazarze moqmedeben avto gasamarTi sadgurebis wvrili qselebi da calkeuli damoukidebeli ags-ebi. visoli eweva fasiT konkurencias da praqtikulad erTaderTi konkurentia qselis masStabis mixedviT _ 38 ags (25 TbilisSi)4. mniSvnelovania, rom visoli, iseve rogorc lukoil jorjia eweva korporaciuli klientebis sabaraTe sistemiT momsaxurebas da, amasTanave, ukve danergili aqvs plastikuri baraTebiT momsaxureba. eko-jorjia konkurencias sawvavis xarisxiT axdens, Tumca qseli sakmaod SezRuduli aqvs.

eko daarsebis dRidan gansakuTrebuli xarisxis sawvavis imijiT sargeblobs. misi momxmareblebis raodenoba SezRudulia, Tumca es momxmarebleblebi gamoirCevian ekosadmi erTgulebiT (gamokiTxvebis Sedegad ekos yvelaze ufro erTguli momxmarebeli yavs). rompetrolma SeiZina transeqspresis ags-ebis qseli. rompetroli ruminuli kompaniaa, romelic TviTon moi povebs, amuSavebs da yidis navTobproduqtebs, Sesabamisad vertikalurad integrirebulia. rompetrolis saqarTveloSi aqtivobaze jerjerobiT rTulia raime konkretulis Tqma, Tumca savaraudod igi Seecdeba warmoaCinos produqciis xarisxis upiratesoba da fasiT konkurencias Seecados (gansakuTrebiT korporaciul bazarze msxvili momxmareblis mosapoveblad). aseT pirobebSi, lukoil-jorjias menejmentma aqtiurad daiwyo fiqri axali konkurentuli upiratesobis mopovebis gzebze. erT-erT aseT gzad menejments miaCnia eleqtronuli sabaraTe sistemaze gadasvlis SesaZlebloba, anu operaciebisa da klientebis momsaxurebis cifrul formatSi gadayvana, rac moicavs sawvavis miwodebis, aRricxvisa da realizaciis srul kompiuterizacias. dReisaTvis, korporaciuli klientebis momsaxureba xdeba sabaraTe sistemis meSveobiT. lukoil-jorjias sawvavis baraTebis SeZena SesaZlebelia, rogorc naRdi, ise unaRdo angariSsworebiT. sabaraTe sistemis meSveobiT SesaZlebelia Sesabamisi sawvavis kompaniis savaWro niSniT moqmed nebismier ags-Si SeZena. sabaraTe sistema gulisxmobs momxmareblisaTvis uvado baraTebis miwodebas sacalo qselTan SedarebiT SeRavaTian fasSi (erTi litris Rirebuleba saSualod 2-3 TeTriT naklebi). dRevandeli baraTebi ibeWdeba winaswar damzadebul specialur qaRaldze da ToToeuli baraTis nominaluri litraJi da mflobelis vinaoba ibeWdeba gacemis momentSi, rac Strixkodisa da specialuri dacvis elemen-

lukoil-jorjia3 superi 1.80 premium avangardi premiumi regulari evro dizeli dizeli
3 fasebi 4

visoli superi premium faveri evro regulari regulari evro dizeli dizeli 1.80 1.70 1.60 1.55 1.65 1.40

eko-jorjia superi 1.80

rompetroli superi premiumi 1.75 1.65

1.75 1.70 1.60 1.65 1.50

regulari evro dizeli

1.70

regulari evro dizeli

1.55 1.50

mocemulia 2006 wlis maisi-agvistos monacemebiT. monacemebi 2006 wlis agvistos Sesabamisia.

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tebTan erTobliobaSi TiToeuli baraTis unikalurobas adasturebs. amasTan gacemis momentSi TiToeul baraTs unda daertyas specialuri beWedi, rac gacemis proceduras sagrZnoblad axangZlivebs. baraTi Tavisi arsiT fasiani qaRaldia da fiuCersuli garigebis TvalsaCino magaliTia. sabaraTe sistema sakmaod rTuli da mravalsafexuriani sistemaa, romelSic CarTulia ramdenime TanamSromeli da specialurad Seqmnili kompiuteruli programa. baraTis gaxarjvis (sawvavis Casxmis) Semdeg yvela ags-dan baraTi brundeba ofisSi, sadac iwyeba dasaqonlebuli baraTebis aRricxvis cikli. operators Seyavs gaxarjuli talonebi Strixkodis saSualebiT sabaraTe kompiuterul programaSi. gacemuli da gaxarjuli talonebis Sedareba xdeba programulad da saboloo monacemebi gadaecema Semdgomi damuSavebisaTvis. sabaraTe sistema sakmaod Sromatevadi procesia da bevri ram damokidebulia operatorebis uSecdomo muSaobaze. sabaraTe momsaxurebas aqvs SezRudvebi: 1) erTjeradi SeZenis minimaluri raodenoba 200 litria da 2) sabaraTe sistemiT ar xdeba regularisa da dabalxarisxiani dizelis realizacia. dReisaTvis lukoil-jorjia emsaxureba 3000mde korporaciul klients. zemoTxsenebuli siaxle _ eleqtronul sabaraTe sistemaze gadasvla (plastikuri, mravaljeradi baraTebiT arsebuli qaRaldis barTis Canacvleba) _ aucilebelia mzardi qselis kontrolis unifikaciisa da gaumjobesebisaTvis. agreTve momxmareblebis mzardi raodenobis swrafad da efeqturad momsaxurebisaTvis. aseT sistemaze gadasvlas aqvs garkveuli specifikuri sirTuleebi:

TiToeul ags-ze unda damontaJdes saproceso kompiuteri aRricxvisaTvis; dasamzadebelia plastikuri baraTebi, romelTa raodenoba rTuli gansasazRvria winaswar;

kompaniis personalma unda Seiswavlos axali meTodika; samagierod am sistemis danergviT momxmareblebi miiReben zusti aRricxvis saSualebasa da maTi kuTvnili sawvavis xarjis kontrolis gaumjobesebas (aman realizaciis garkveuli Semcirebac ki SeiZleba gamoiwvios sawyis etapze), amasTan erTad klientebs aRar mouwevT rigSi dgoma da eleqtronulad da/an telefonis saSualebiT miiReben sawvavis im ti psa da raodenobas romelic surT konkretul baraTze. eleqtrinuli sistemis danergvis erTerTi mniSvnelovani Sedegi iqneba lukoil-jorjiaSi sawvavis realizaciis aRricxvis siswrafisa da sizustis gaumjobeseba, rac imoqmedebs sawvavis ags-ebze miwodebis gaumjobesebaze.

amgvarad, lukoil-jorjia dgas arCevanis winaSe: _ danergos Tu ara eleqtronuli sabaraTe da aRricxvis sistemebi.
imisaTvis, rom zemoT aRniSnuli mimarTulebiT kompaniam muSaoba daiwyos saWiroa pasuxi gaeces Semdeg kiTxvebs: 1. ra reaqcia eqnebaT kompaniis momxmareblebs (segmentebis mixedviT) siaxleebze? 2. ra sirTuleebs waawydeba kompania? 3. ra sargebels moutans kompanias axali sistema? 4. ra etapebi unda gamoiyos axal sistemaze gadasvlisas? 5. rogor zegavlenas iqoniebs axali sistema fizikur pirebis Sesyidvis procesze? 6. moutans Tu ara SerCeuli strategia lukoiljorjias konkurentul upiratesobas? 7. ra gansxvavebebi iqneba adrindel da exlandel Sesyidvis procesebs Soris? 8. ra RonisZiebebi unda Caataros kompaniam rom moxdes inovaciis swrafi da umtkivneulo aTviseba? SekiTxvebi (davalebebi): pasuxi gaeciT zemoT CamoTvlil SekiTxvebs da gamoTqviT Tqveni mosazrebebi.

saWiroa Seiqmnas kompiuteruli programa, romlis meSveobiTac moxdeba eleqtronul baraTebze Tanxis/litraJis daricxva da Semdeg ags-ze sawvavis miRebisas Sesabamisi Tanxis/litraJis CamoWra; SesaZeni da asamoqmedebelia serveri, romelic procesings uzrunvelyofs da dasWirdeba dacviTi da sxva saoperacio specialuri programebi; ags-ebi unda aRiWurvos eleqtronuli baraTebis saproceso terminalebiT da personalma Seiswavlos maTi gamoyeneba;