am Tavis Seswavlis Semdeg Tqven SeZlebT: 1.

gansazRvroT da axsnaT gare da Siga faqtorebi, romlebic zegavlenas axdenen firmis faswarmoqmnis gadawyvetilebebze; 2. gamoyoT fasebis dawyebis sami ZiriTadi midgoma; 3. aRweroT faswarmoqmnis mTavari strategiebi imitirebuli da axali produqtisTvis fasis dadebis dros; 4. axsnaT, Tu rogor sazRvravs kompania fasebs ise, rom maqsimaluri mogeba miiRos arsebuli produqtis kompleqsidan; 5. imsjeloT imaze, Tu rogor aregulireben kompaniebi fasebs, raTa mxedvelobaSi miiRon sxvadasxva ti pis myidvelebi da situaciebi; 6. ganixiloT sakvanZo sakiTxebi, romlebic dakavSirebulia fasebis cvlilebebis wamowyebasTan da sapasuxo reaqciasTan.

faswarmoqmnis gansazRvrebebi da strategiebi

gzamkvlevi |

ideebis kvaldakval

Cven vagrZelebT Cvens marketingul mogzaurobas da yuradRebas vamaxvilebT marketinguli kompleqsis meore mniSvnelovan iaraRze faswarmoqmnaze. erTerTi faswarmoqmnis eqspertis mixedviT `Tu efeqturi produqtis ganviTareba, stimulireba da distribucia Tesavs biznes warmatebas, mosavlis saxiT viRebT efeqtur faswarmoqmnas~1. kargi faswarmoqmna ki, ganagrZobs eqsperti `moicavs balansis damyarebas momxmareblis survilTan, raTa miiRos kargi faseuloba da firmis moTxovnilebasTan, rom dafaros xarjebi da darCes mogebebi~. da mainc, miuxedavad misi mniSvnelobisa, bevri firma faswarmoqmnas kargad ver awarmoebs. am TavSi Cven gavecnobiT faqtorebs, romlebic gavlenas axdenen faswarmoqmnis gadawyvetilebebze, ZiriTad faswarmoqmnis midgomebze da specifikur faswarmoqmnis strategiebze. dasawyisisTvis, modiT SevixedoT erT-erT yvelaze dramatul, axal, swrafadcvalebad, internetis gavlenis qveS myof samyaroSi. 5 wlis win, Priceline.com SemoiWra veb istoriaSi ubralo, magram dauZleveli axali faswarmoqmnis koncefciiT. man SesaZlebloba misca momxmareblebs, daesaxelebinaT sakuTari fasebi Sesabamis produqtebze! es radikalurad axali idea aitaca sazogadoebam da dRes Priceline-i erT-erTi momgebiani veb-gverdia, Zalzed daujereblad JRers, ara? msgavsi ram mxolod internetSi xdeba.

aTauri mTeli xmiT gaiZaxis: _ daasaxeleT sakuTari fasebi! fasdaklebebi 8,000-ze met umaRlesi klasis sastumroebSi! TviTmfrinaviT mozauroba 700-ze met daniSnulebis adgilamde! dazogeT gemiT gaseirnebisas yvelaze cnobili kruizis mimarTulebebze! axlave saxlis dafinansebisa da xelaxali dafinansebis dabali procentebi! rogorc Cveulebrivi mizidvis xerxebi Ramis frenis operatorebisgan? daujereblad JRers? ki, magram ara Priceline.com-ze, ara ise rogorc Yahoo-ze! Jurnalma Internet Line-ma sul axlaxans kompania Priceline-i daasaxela `saukeTeso garigebaTa brokerad~. veb-gverdebze Priceline-s gasdevs sityvebi: `vfiqrob, maSasadame vzogav!~ 1998 wels, axali momsaxurebis damfuZnebelma jei volkerma Seqmna Priceline-i, rogorc radikalurad axali internet momsaxureba. is emyareboda genialur martiv koncefcias mieciT saSualeba momxmarebels daasaxelon TavianTi fasebi, Semdeg gamoitanon is fasebi gamyidvelTa winaSe da naxon, vin wamoegeba ankesze! damfuZneblis azriT, aseTma garigebebma sargebeli moutana myidvelebsac da gamyidvelebsac. myidvelebma Sedegad miiRes SedarebiT dabali fasebi, gamyidvelebma ki Warbi sawarmoo Tu samomsaxureblo

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simZlavreebi gamoiyenes. miuxedavad koncefciis simartivisa, msgavsi `myidvelze gaTvlili komercia~ warmoadgenda tradiciuli faswarmoqmnis princi pebis dramatul uaryofas, rodesac gamyidvelebi da ara myidvelebi awesebdnen fasebs. da mainc, ideam gaamarTla. Priceline-i axla warmoadgens wamyvan internet momsaxurebas principiT daasaxeleT sakuTari fasebi. Priceline ZiriTadad exeba mogzaurobasTan dakavSirebul produqtebs, rogoricaa TviTmfrinavis bileTebi, sastumros oTaxebi, manqana qiriT, kruizebi da ardadegebi. vnaxoT rogor muSaobs is sastumros oTaxis daqiravebis magaliTze. Tavdapirvelad, Tqven irCevT Tqvens daniSnulebis adgils da sasurvel TariRs. didi qalaqis SemTxvevaSi, SegiZliaT gamoiyenoT Priceline-is rukebi, raTa SeaviwrovoT is teritoria, sadac mogindebaT gaCereba. Tqven aseve SegiZliaT SearCioT sastumroTa ti pebi, sadac gsurT dabinaveba es iqneba erTvarskvlaviani (`ekonomiuri sastumroebi, romelic uzrunvelyofilia komfortiT da aranairi gadaWarbebuli pewi ar aqvs~) Tu xuTvarskvlaviani sastumro (`saukeTeso, sadac dabinaveba mxolod SeZlebulebs ZaluZT~). mieciT Priceline-s Cveulebrivi informacia gadaxdebis Sesaxeb, Tqveni sakredito baraTi da gadawyviteT, ramdenis SeTavazebas inebebdiT safasurad! daaWireT kompiuteris Tagvs `Cemi sastumros oTaxis yidvaze~ da mSvidad daelodeT, sanam Priceline-i moagvarebs saqmes. 15 wuTSi, is Tqvens el-fostaze agzavnis informacias. Tu Tqvens mier dasaxelebul fasad miiReT TqvenTvis aradamakmayofilebeli sastumro, gaimeoreT sakuTari fasi mogvianebiT. Tu Priceline-i daakmayofilebs Tqvens moTxovnas, is myisve asrulebs Tavis movaleobas da xsnis Tanxas Tqveni sakredito baraTidan aranairi xelaxali dafinanseba, arc cvlilebebi Tu gauqmebebi is ubralod gatyobinebT im adgils, sadac dabinavdebiT. sakuTari fasebis dasaxelebis koncefcias internetSi pirdapiri kavSiri aqvs momxmarebelTan. es iwyeba kargi faseulobis mqone winadadebiT namdvilad dabali fasebis miRebiT. garda amisa, `sakuTari fasis dasaxeleba kargi ankesia. misi xelSi Cagdeba gamarjvebis sawindaria,~ - ambobs Priceline-is marketingis aRmsrulebeli. Sedegad, Priceline-i sul ufro da ufro met momxmarebels izidavs. misi myidvelTa baza gaizarda TiTqmis 17 milion momxmareblamde, 9 milioni adamiani ki yoveldRiurad stumrobs Priceline-is saits. uaxlesi monapovaris meSveobiT Lowestfare.com-is SeZenis wyalobiT da iseT kompaniebTan partniorobiT, rogoricaa eBay da AOL-i, bolo wlebSi Priceline-ma Tavisi qseluri auditoria 810 procentiT gaafarTova da axla unikaluri vebgverdis momxmarebelTa ricxvi 85 milionia. 1998 wlidan dawyebuli, rodesac Priceline Seudga saqmianobas, man gayida 15 miloni aviabileTi, 7 milioni sastumro oTaxi/RameSi, da 6.5 milioni manqana qiriT/dReSi miuxedavad sakmaod mokrZalebuli fasebisa, gamyidvelebic iReben sargebels Priceline-is momsaxurebebiT. is gansakuTrebiT momxibvlelia, maTTvis vinc yidis iseT produqtebs, romlebic `mgrZnobiareni arian drois mimarT~. `Tu aviaxazebi an sastumroebi ar yidian adgilebs garkveul frenaze, Tu oTaxebs garkveuli RamisTvis, es aqtivebi gaufasurdeba. msgavsi biznesebi Priceline-sTvis ki bunebrivia~, _ dasZens analitikosi. Priceline fuls akeTebs ararealizebuli (darCenili) oTaxebis, adgilebis an saardadegebo sagzurebis (paketebis) didi fasdaklebebiT SeZenis dros. is Semdeg amatebs Tavis safasurs da yidis momxmareblebze 12%-iani fasnamatiT. ase magaliTad, 215 dolariani TviTmfrinavis bileTiT, Priceline iRebs daaxloebiT 35 dolaris mogebas, rac didia im 10 dolarian mogebasTan SedarebiT, romelsac iRebs tradiciuli samogzauro centris agenti. miuxedavad warmatebebisa Priceline gadaawyda uzarmazar barierebs. magaliTad: ara yvela produqtis realizatori Tanxmdeba Priceline-is ucnaur biznes models. kompania waawyda araTanabar warmatebas, rodesac Seecada gaezarda Tavisi SesaZleblobebi samogzauro sferos miRma. miuxedavad imisa, rom is sxvadasxva kategoriebSi sTavazobs fasebs _ rogoricaa saxlis dafinansebis produqtebi (saxlis dagiraveba, refinansireba da saxlis aqciebze sesxebi), an im produqtebisa da momsaxurebebis gayidva, romelic araa mgrZnobiare drois mimarT _ garkveul siZneleebs mainc awydeba. Priceline-ma amaod scada warmatebis mopoveba mravalferovani produqciis gayidviT, maT Soris iyo axali manqanebi da saqalaqTaSoriso gadazidvebi. gasuli wlis mcdelobebi gaefarTovebina biznesi da gadasuliyo benzinze, kraxiT

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damTavrda. Priceline-s ar gasWirvebia myidvelTa mimxroba da maTi daintereseba eyidaT es sawvavi internetis meSveobiT. miuxedavad amisa, samwuxarod, gazisa da navTobis kompaniebs aranairi ganzraxva ar hqoniaT gaetanaT zedmeti maragi, radgan benzini ar aris malfuWebadi saqoneli. Sedegad, Priceline-ma gadaketa Tavisi virtualuri benzingasamarTi. ufro metic, yvela myidveli rodia gaxarebuli da kmayofili Priceline-iT. myidvelebi iReben ra valdebulebas gaakeTon SenaZeni winaswar, sanam miiReben detalur informacias magaliTad imaze, Tu romel sastumroSi rCebian an romeli aviaxazebiT imgzavreben, an reisis droze, anda sastumros adgilmdebareobaze, xSirad SenaZeniT imedgacruebulni rCebian. erT-erTma aseTma imedgacruebulma momxmarebelma ai ase Seafasa Tavisi gamocdileba Priceline-Si: `Tqven ar iRebT imas, risi miRebac gsurT.~ magram Priceline-iT imedgacruebul TiToeul myidvelze modis asobiT Tu aTasobiT bednieri myidveli. Priceline-is klientebis 64% ganmeorebiTi momxmareblebi arian. ar mogiwevT Sors wasvla, modiT ganvixiloT Semdegi magaliTi: Priceline.com-is gamoyenebam Zalian gaamarTla! maxsovs is dro, rodesac pirvelad gamoviyene igi. teqnikaSi arc Tu ise kargad verkvevi, magram saitis daTvalierebis Semdeg, yvelafers mivxvdi. rogorc aRmoCnda, Cemi SeTavazeba miiRes da me davzoge 50%-ze meti. sastumro araCveulebrivi iyo. sinamdvileSi, Cveulebrivad swored msgavs sastumroebSi vaTenebdi Rameebs, Tumca vicodi, rom vixdidi gacilebiT mets. me aRmovaCine Priceline.com da gadawyvite stumrad wavsuliyavi kolejis megobarTan. is cxovrobs axali meqsikis StatSi qalaq albukerkeSi, me ki germaniaSi hanoverSi. saukeTeso SemoTavazebuli fasi aviaxazebisgan Zalian Zviri iyo. Priceline.com-is veb-gverdis gadakiTxvis Semdeg, gadavwyvite rom arafers vkargavdi misi gamoyenebiT. SevTavaze dabali fasi da darwmunebuli viyavi, rom mas ar miiRebdnen. Tumca, Cemda gasaocrad, 20 wuTis Semdeg, me miviRe bednieri `molocvebi~ el-fostaze Priceline-isgan. mogzauroba SesaniSnavi iyo, Cemi megobari gaocebuli iyo; me ki yvelas vuyvebodi (uamrav sezonur mogzaurs, romelTac Tavdapirvelad ar sjerodaT Cemi monayolis) germaniidan dawyebuli aSS-iT damTavrebuli mogzaurobis araCveulebriv saSualebaze. samogzauro momsaxurebebisTvis gadaxdebis meTodis Secvlis garda, Priceline albaT saukeTeso magaliTia imisa, Tu rogor cvlis interneti dRevandel faswarmoqmnis sistemas. `mxolod veb-gverdis meSveobiT SegiZliaT Tqveni fasi SesTavazoT milionobiT produqtze da es yvelaferi fiqsirebuli fasis gareSea~, - ambobs erTi analitikosi. `internetis gareT, Cveulebriv samyaroSi es marTlac ucnauri bazari iqneboda,~ - ambobs meore. SeecadeT warmoidginoT realuri samyaros situacia, sadac `myidvelebi fuls akravdnen dafaze SeniSvnebTan erTad, sadac miTiTebulia is Tu risi yidva SeuZliaT am fasSi. mogvianebiT, gamyidvelebi modiodnen da uyurebdnen datovebul informacias. Tu maT moewonebodaT SeTavazeba, iRebdnen fuls da moqondeT saqoneli~. es mxolod vebgverdze xdeba. 2

dResdReobiT kompaniebi upirispirdebian ulmobel da swrafadcvalebad faswarmoqmnis garemos. amJamindelma ekonomikurma daRmasvlam bevri kompania Caagdo e.w. `faswarmoqmnis wumpeSi~. erTi analitikosi am faqts ase afasebs: `maT realurad ar gaaCniaT faswarmoqmnis Zala. SeuZlebelia fasebis zrda da xSirad, piriqiT uwevT fasebis mkveTri Semcireba. rogorc Cans, TiTqmis yvela kompania mkveTrad amcirebs fasebs, rac zians ayenebs maT mogebebs. 3 da mainc, fasebis Semcireba xSirad saukeTeso gamosavali rodia. tyuilubralod fasebis Semcirebam SesaZloa migviyvanos mogebis dakargvasTan da konkurentebTan fasebis saziano omTan. es SesaZloa erTgvari signali aRmoCndes myidvelisTvis, rom fasi brendze mniSvnelovania. piriqiT, kompaniebma unda `gayidon faseulobiT da ara fasiT.~4 maT myidvelebi unda daarwmunon, rom kompaniis brendSi SedarebiT maRali fasis gadaxda ganpirobebulia im

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SedarebiT didi faseulobiT, romelsac myidveli iRebs. mTavaria iseTi fasis povna, romelic kompanias saSualebas miscems miiRos swori, samarTliani mogeba myidvelis mier im faseulobis SeZeniT, romelsac Tavad mwarmoebeli qmnis.

ra aris fasi?
fasi (Price) fulis raodenoba, romliTac Sefasebulia produqti an momsaxureba, an ufro vrclad _ faseulobebis jami, romelsac momxmarebeli gansazRvrul sargebelze cvlis, romelic misTvis moaqvs SeZenil produqts an miRebul momsaxurebas.

dinamikuri faswarmoqmna (Dynamic pricing) individualur momxmareblebsa da situaciebze dayrdnobiT sxvadasxva fasebis daweseba.

mokled rom vTqvaT, fasi aris fulis raodenoba, romliTac Sefasebulia produqti an momsaxureba. vrclad ki es aris faseulobebis jami, romelsac momxmarebeli gansazRvrul sargebelze cvlis, romelic misTvis moaqvs SeZenil produqts an miRebul momsaxurebas. istoriulad, fasi iyo is ZiriTadi faqtori, romelic zegavlenas axdenda myidvelis arCevanze. Tumca, bolo aTwleulebis manZilze, sxva faqtorebma ufro didi mniSvneloba SeiZines. istoriis manZilze, fasebi warmoiqmneboda myidvelisa da gamyidvelis molaparakebebis Sedegad. fiqsirebuli fasis politika erTi da igive fasis dadeba yvela myidvelisTvis aris SedarebiT Tanamedrove idea, romelic warmoiSva me-19 saukunis miwuruls sacalo vaWrobis ganviTarebasTan erTad. axla ki, aseuli wlebis Semdeg, bevri kompania ewinaaRmdegeba fiqsirebuli fasebis tendencias. isini mogviwodeben ukan, dinamikuri fasebisken , rac gulisxmobs sxvadasxva fasebis dawesebas, rac Tavis mxriv damokidebulia individualur myidvelebsa da situaciebze (ix. marketingi muSaobis procesSi 9.1). interneti, korporaciuli qselebi da umavTulo komunikaciebi erTmaneTs akavSirebs gamyidvelsa da myidvels ise rogorc arasdros. iseTi veb-gverdebi, rogoricaa Compare.Net da PriceScan.Com saSualebas aZlevs myidvelebs Seadaron erTmaneTs sxvadasxva produqtebi da fasebi swrafad da advilad. qseluri auqcionis saitebi, rogoricaa eBay.com da Amazon.com, myidvel-gamyidvels uadvilebs molaparakebebis gamarTvas aTasobiT nivTis fasebze dawyebuli ... kompiuterebiT da damTavrebuli antikvaruli saTamoSo Tunuqis matareblebiT. saitebi, rogoricaa Priceline ki myidvels saSualebas aZlevs daawesos sakuTari fasebi. amave dros, axali teqnologiebi gadamyidvelebs Sanss aZlevs Seagrovon detaluri monacemebi myidvelTa yofiT Cvevebze, prioritetebze TviT saxsrebis xarjvis SesaZleblobebzec ki. amgvarad maT SeuZliaT Seqmnan da moargon sakuTari produqtebi da fasebi.5 arsebul garemoSi, faswarmoqmna aris rigiT pirveli problema, romelic gaaCnia bevr marketingis aRmsrulebels. da mainc, bevri kompania kargad ar marTavs faswarmoqmnas. erTi mniSvnelovani problemaa is, rom kompaniebi Zalian xSirad amcireben fasebs, imis nacvlad, rom daarwmunon myidvelebi imaSi, rom es produqti namdvilad Rirsia aseTi maRali fasisa. sxva Cveulebrivi Secdomebi moicavs faswarmoqmnas, romelic ufro metad danaxarjebzea orientirebuli, vidre myidvelis faseulobaze da faswarmoqmnas, romelic mxedvelobaSi ar iRebs marketinguli kompleqsis sxva nawilebs. am TavSi Cven yuradRebas gavamaxvilebT fasebis dawesebaze. Tavdapirvelad Tvals gadavavlebT im faqtorebs, romlebic unda gaiTvaliswinon marketologebma maSin, rodesac aweseben fasebs, SeviswavliT faswarmoqmnis ZiriTad midgomebs. Semdeg, ganvixilavT faswarmoqmnis strategiebs axali produqtis faswarmoqmnisas, produqtis kompleqsis faswarmoqmnisas, fasebis morgebas myidvelze da situaciaze. agreTve ganvixilavT fasebis cvlilebebs.

fasebis dawesebisas gasaTvaliswinebeli faqtorebi

kompaniis faswarmoqmnis gadawyvetilebebze gavlenas axdens, rogorc kompaniis Sida, aseve gare garemos faqtorebi (ixileT suraTi 9.1). 6 faswarmoqmnis gadawyvetilebaze zemomqmedi Sida faqtorebi Sida faqtorebi, romelnic gavlenas axdenen faswarmoqmnaze, moicavs kompaniis marketingul miznebs, marketinguli kompleqsis strategias, xarjebis struqturasa da organizaciul Sexedulebebs. marketinguli miznebi. fasis dawesebamde kompaniam unda SeimuSavos produqtis realizaciis strategia. Tu kompaniam SearCia miznobrivi bazari da iq gulmodgineT imkvidrebs adgils, maSin misi marketinguli kompleqsis strategia fasis CaTvliT, mkafiod pirdapir mimarTuli iqneba. magaliTad, rodesac

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suraTi 9 . 1
faswarmoqmnis gadawyvetilebaze zemomqmedi faqtorebi

Honda-m da Toyota-m gadawyvites SeeqmnaT Acura da Lexus-is brendebi, raTa konkurencia gaewiaT evropuli, mdidruli manqanebisTvis maRalSemosavlian segmentSi, aucilebeli gaxda maRali fasis daweseba. maTgan gansxvavebiT Hotel 6, EconoLodge da RedRoof Inn-ma sakuTari Tavis pozicionireba moaxdines, rogorc motelebis, romlebic sTavazoben ekonomiur oTaxebs biujetze orientirebul mogzaurebs. aseTi pozicia moiTxovs dabali fasis dawesebas. ase rom, faswarmoqmnis strategias mniSvnelovnad gansazRvravs pozicionireba. amavdroulad, kompanias SeuZlia damatebiT iltvodes ZiriTadi Tu specifikuri miznebis miRwevisaTvis. ZiriTadi miznebi moicavs gadarCenas, arsebuli mogebis maqsimizacias, bazris wiliT liderobasa da produqtis xarisxiT liderobas. ufro specifikur doneze, kompanias SeuZlia daawesos dabali fasebi bazarze axali konkurebtebis Semosvlis Tavis daRwevis mizniT an daawesos fasebi konkurentebis fasebis doneze, raTa daastabiluros bazari. fasebi SeiZleba dawesdes imisaTvis, rom SenarCunebul iqnas gadamyidvelebis loialuroba da mxardaWera. fasebi SeiZleba Semcirdes drodadro, raTa ufro meti myidveli mivides sacalo maRaziaSi. erT-erT produqtze SesaZlebelia iseTi fasis daweseba, romelic xels Seuwyobs kompaniis sxva produqtebis gayidvas. ase rom, faswarmoqmnam SesaZloa mniSvnelovani roli Seasrulos kompaniis miznebis ganxorcielebaSi. marketinguli kompleqsis strategia. fasi marken- produqtis xarisxiT lideroba: kompania Four Seasons-i tikuli kompleqsis mxolod erT-erTi iaraRTaga- gTavazobT Zalian maRali momsaxurebis serviss _ `Cven gelodebiT Tqven saueTeso TavSesafariT~. es ki saTanania, romelsac kompania iyenebs imisaTvis, rom ganax- do fasi Rirs. orcielos Tavisi marketinguli miznebi. fasis Sesaxeb gadawyvetilebebi koordinirebul unda iqnas produqtis dizainTan, distribuciasTan da stimulirebasTan, raTa Camoyalibdes mudmivi da efeqturi marketinguli programa. sxva marketinguli kompleqsis gadawyvetilebebma SesaZloa gavlena iqonios faswarmoqmnaze. magaliTad, mwarmoeblebs, romlebic bevr gadamyidvelebs iyeneben, mxedvelobaSi unda miiRon am ukanasknelTa fasnamatebi da es Sesabamisad unda gaiTvaliswinon Tavis produqciaze faswarmoqmnis dros. agreTve, Tu kompania gadawyvetilebas miiRebs, rom misi pozicionireba unda moxdes, rogorc maRali xarisxis mqone brendis, maSin kompaniam unda daawesos maRali fasi. kompaniebi xSirad TavianTi produqtis pozicias gansazRvraven fasiT da Semdeg, fasTan mimarTebaSi, iReben sxva marketinguli kompleqsis gadawyvetile- miznobrivi faswarbebs. am SemTxvevaSi fasi, produqtis pozicionirebis faqtoria, romelic moqmna (Target costing) gansazRvravs produqtis bazarsa da konkurencias. bevri firma mxars uWers faswarmoqmnis sawyis aseTi ti pis fasiT-pozicionirebis strategias, romlis ganxorcielebis etapze xdeba ideateqnikas uwodeben _ miznobriv faswarmoqmnas . miznobrivi faswarmoqmna luri gasayidi fasis gansazRvra da SemewinaaRmdegeba Cveulebriv process, romelic gulisxmobs Tavdapirvelad deg Sesabamisi xaraxali produqtis Seqmnas, misi fasis gansazRvrasa da Semdeg SekiTxvis dasmas: jebis formireba. `SegviZlia produqtis am fasad gayidva?~. amis nacvlad, es midgoma iwyeba ide-

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marketingi muSaobis procesSi

9.1
lebis fasebi mcirdeba, Cven am danazogs myidvelsac vuziarebT momentalurad,~_ acxadebs Dell-is warmomadgeneli. gamyidvelebsa da myidvelebs SeuZliaT... awarmoon molaparakebebi onlain auqcionebis meSveobiT. moulodnelad vaWrobis moZvelebuli saxeebi warsuls Cabarda. gsurT gayidoT antikuri marinadis qila, romelic wlebis ganmavlobaSi mtvers daumalavs? ganacxadeT eBay-ze _ msoflios udides onlain bazarze. gsurT SeiZinoT Zveli bileTebi xelburTis TamaSze rom iyideboda? ewvieT veb-gverds www.azww.com/mall/. gsurT sasurvel fasSi dajavSnoT oTaxi sastumroSi an daiqiraoT manqana? estumreT Priceline.com-s an sxva msgavs veb-gverds. Sharper Image-i amtkicebs, misi dagrovili sacalo saqonlis 40%-i swored onlain auqcionebze iyideba, maSin rodesac es maCvenebeli mxolod 20%-s Seadgens likvidatorebis (dagrovili saqonlis realizatorebis) SemTxvevaSi. internet auqcionTa aTobiT saitebs Soris, eBay-i yvelaze didia. eBay-m muSaoba daiwyo, rodesac misma mflobelma gamoiyena interneti, raTa Tavisi megobari gogonasaTvis moeZebna misTvis sasurveli nivTis koleqcia. dResdReobiT, es saiti moicavs 12 milion sagans, 18,000 kategorias da yovelwliurad misi navaWri Seadgens 15 miliard dolars. myidvelebs auqcionebi uyvarT mxolod imitom, rom maT moswonT fasebi; gamyidvelebs ki imis gamo, rom internetis wyalobiT garigebis xarji dramatulad mcirdeba. ase rom, praqtikulia mogebianic ki auqcionze raRac ramodenime dolarSi nivTis yidva da ara aTasobiT dolaris daxarjva. biznes marketologebi, romelTa garigebebi moicavs onlain auqcionTa gayidvebis 68%-s, aseve iyeneben auqcionebs, raTa SemogvTavazon droisadmi mgrZnobiare, saqmiani winadadebebi da Seafason interesi axali produqtebis SesaZlo fasebze.

ukan momavlisaken: dinamikuri faswarmoqmna vebze

interneti ufro metia, vidre ubralod axali, `sabazro sivrce~. is mTlianad cvlis vaWrobis wesebs. magaliTisaTvis aviRoT faswarmoqmna. Ggasuli saukunis yvelaze gavrcelebul fiqsirebuli faswarmoqmnidan, rogorc Cans vebi ukan gvabrunebs cvalebadi faswarmoqmnis xanaSi. `potenciurad, internets SeeZlo gverdze gadaedo uryevi fasebi da waredgina dinamiuri faswarmoqmna, sadac mTeli rigi saqonlis fass gansazRvravs bazari _ swrafad da ganuwyvetliv,~ _ ambobs Business Weekis Jurnalisti, robert hofi. ai, rogor cvlis interneti faswarmoqmnis wesebs, rogorc myidvelebis, aseve gamyidvelebisaTvis. gamyidvelebs SeuZliaT... dabali fasebis daweseba da Sedegad maRali marJis miReba. vebis meSveobiT yidva-gayidva iZleva gacilebiT dabal xarjebs, gamyidvelebsa da myidvelebs ki saSualebas aZlevs daaweson ufro dabali fasebi da miuxedavad amisa, miiRon ufro maRali marJa. `yvelanairi xarjis gareSe msoflios gamyidvelebi da myidvelebi ukavSirdebian erTmaneTs _ isini vaWroben, Zalian swrafad da es yvelaferi internetis wyalobiT,~_ ambobs hofi. danazogs emateba produqciis maragisaTvis da distribuciisaTvis saWiro Semcirebuli xarjebi. magaliTad: kompiuterebis ,,onlain gayidviT, Dell sagrZnoblad amcirebs samara-go marTvisTvis saWiro xarjs da auqmebs sacalo movaWreebis fasnamats. is danazogs uziarebs myidvels Semdegi formiT _ `yvelaze dabali fasebi!~ myidvelis qcevis monitoringi da individualuri SeTavazebebi. axali teqnologiebis wyalobiT axla internetiT movaWreebs SeuZliaT specialuri fasebi SesTavazon specifikur myidvelebs. magaliTad, iseT internet gamyidvelebs, rogoricaa Amazon.com, SeuZliaT sakuTari monacemTa bazis gamoyeenbiT, Seafason gansakuTrebuli myidvelis survilebi, gansazRvron maTi mniSvneloba, swrafad Seqmnan produqtebi, romelic moergeba myidvelis qcevas da saTanado fasi daaweson produqtze. miuxedavad amisa, kompaniebi frTxilad unda iyon dinamikuri faswarmoqmnis SeTavazebisas. Mmyidvelebis ukmayofileba aSkara iyo, rodesac naTeli gaxda, rom Amazon.com erTidaigive DVD-is sxvadasxva fasebSi yidda sxvadasxva myidvelze. Amazon.com amtkicebs, rom faswarmoqmnis variaciebi gamoiwvia `miukerZoebelma da ubralo testma faswarmoqmnaze.~ miuxedavad amisa, zustad 5 dReSi testi daxurul iqna, rogorc ki Amazon.com-is karebTan saCivrebis dasta iqna aRmoCenili. am sirTuleebis miuxedavad, Amazon.com kvlav iyenebs dinamikur faswarmoqmnas da myidvelebs sTavazobs individualur winadadebebs yovelTvis, rodesac es ukanasknelni erTvebian qselSi. am gziT, isini myidvelebs sTavazoben ukeTes faseulobas da amavdroulad amcirebs zedmet xarjs. fasTa cvlilebebi moTxovnisa da xarjebis cvlis Sesabamisad. ubralod SekiTxva dausviT iseT onlain katalogebiT sacalo movaWreebs, rogoricaa L.L.Bean, Spiegel Tu Fingerhut. maT beWdur katalogebSi fasi ucvlelia, iqamde mainc, sanam ar gamova momdevno katalogi. onlain gamyidvelebs, miuxedavad amisa, SeuZliaT Secvalon fasebi gansakuTrebul sagnebze yoveldRiurad an Tundac saaTSi erTxel, rasac ganapirobebs swrafad cvalebadi xarjebi da vaWrobis moZravi xasiaTi. bevri B2B marketologi akvirdeba marags, xarjebs da moTxovnas nebismier dros da maT mixedviT swrafad cvlis fasebs. mag: IBM avtomaturad aregulirebs fasebs, Tavisi myidvelebis moTxovnisa da produqtis sasicocxlo ciklis faqtorebis gaTvaliswinebiT. Sedegad, myidvelebi aRmoaCenen, rom fasebi dinamikurad icvleba, rodesac isini stumroben IBM-is Web-gverds. Dell-ic iyenebs dinamiur onlain faswarmoqmnas. `im SemTxvevaSi Tu procesorebisa da sxva kompiuteruli nawi-

aluri gasayidi fasis gansazRvriT da Semdeg mizanSi iReben xarjebs, romlebic saWiro iqneba produqtis Sesaqmnelad da xdeba maTi fasTan Tanxvedra. P&G-ma gamoiyena miznobrivi faswarmoqmna, raTa Seefasebina da ganeviTarebina Zalian warmatebuli Crest SpinBrush eleqtro kbilis jagrisi.

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myidvelebs SeuZliaT... gaakeTon swrafi Sedarebebi aTasobiT gamyidvelis fasebSi. interneti momxmareblebs saSualebas aZlevs moiZios Zalian didi raodenobis informacia produqtebsa da fasebze. iseTi internet megzurebi, rogoricaa CompareNet da PriceSCAN kompiuteris Tagvze erTi dawkapunebiT saSualebas iZleva produqtebisa da fasebis Sedarebebs. sxva saitebi sTavazoben agentebs rogoricaa mySimon, romelnic momxmareblis magivrad eZeben produqtebs, fasebsa da mimoxilvebs. MySimon, (www.mySimon.com) magaliTad, iTvaliswinebs myidvelis kriteriumebs personalur kompiuterebze, kamerebze Tu barbis koleqciaze, raTa i povon sasurveli produqti saukeTeso fasad. ipoveT da awarmoeT molaparakebebi SedarebiT dabal fasebze. bazarze informaciis xelmisawvdomobas mosdevs myidvelis Zalauflebis mateba. saukeTeso fasad gam-

yidvelis povnis garda, myidvelebs, romelnic aRWurvilni arian informaciiT fasebis Sesaxeb, xSirad SeuZliaT molaparakebebi gamarTon ufro dabal fasebze. aq moyvanilia ramodenime magaliTi, rogorc individualur momxmareblebze, aseve biznes_myidvelebze: Palm-is organaizeris ZebnaSi, Stefan meinsi Tavdapirvelad ewvia PriceSCAN.com-s, sadac man Seityo rom saitze buysoware.comze SesaZlebeli iyo maRali teqnologiuri mowyobilobis yidva 358 dolarad. Tumca, Buysoware meore adgilze idga dabali fasebis mixedviT. gabeduli da mtkice xasiaTis stefani swrafad gadavida siis boloSi, sadac PC Zone-i svTavazobda am mowyobilobas 449 dolarad. `vaWrobis droa!~ gavifiqre da aviRe telefonis yurmili. ramodenime wuTSi, keTilganwyobilma gamyidvelma oficialuri fasic momawoda. buy.com-ze

igive danadgari 358 dolarad vnaxe vuTxari Cems mosaubres; Tumca ar avRniSne, rom iqve davinaxe miwerili sityvebi `amJamad araa gayidvaSi.~ `aramgonia igive fasze SevZloT SeTanxmeba~ upasuxa gamyidvelma, `magram SegviZlia mogyidoT mowyobiloba 375 dolarad.~ stefanma rasakvirvelia miiRo winadadeba da amiT dazoga fuli. biznes-myidvelebma aRiares, rom internetSi vaWrobas namdvilad aqvs mTeli rigi upiratesobebi. magaliTad, cotaodeni fulis dazogvis imediT, SarSan United Technologies Corporation-ma raRac axali scada. imis nacvlad, rom vaWroba ewarmoebina aTobiT sxvadasxva movaWresTan, UTC-im gaaforma kontraqti FreeMarketsTan industriuli saqonlis onlain bazarTan. kompaniam aRfrTovaneba ver damala, rodesac mas daukavSirda 39 mimwodebeli da amiT UTC-im Tavisi 24 milioni dolaridan, romelic winaswari varaudiT unda daxarjuliyo dazoga 10 milioni dolari. `yvelaze dabal fasad da swrafad miwodebuli teqnologiaa,~ acxadebs UTC-is aRmasrulebeli.
xom ar moicavs male dinamikuri faswarmoqmna mTel marketingul samyaros? `sruliad ara, Zalian didi muSaobaa saWiro vaWrobis ganviTarebisTvis _ swored amitom Tavidan yovelTvis fiqsirebul fasebzea orientacia, Tumca, miTologiuri Pandora-s eleqtronuli yuTi axla Riaa da faswarmoqmna arasodes iqneba igive. bevri produqtisaTvis, milionobiT myidvelis survili dabali fasia, romelsac vixdiT sasiamovno garigebisaTvis, _ acxadebs hofi.
wyaroebi: Quotes, extracts, and other information from Robert D. Hof, Going, Going, Gone, Business Week, April 12, 1999, pp. 3032; Hof, The Buyer Always Wins, Business Week, March 22, 1999, pp. EB26EB28; Mui Kung, Kent B. Monroe, and Jennifer L. Cox, Pricing on the Internet, The Journal of Product and Brand Management, 2002, pp. 274287; Stephen Manes, Off-Web Dickering, Forbes, April 5, 1999, p. 134; Walter Baker, Mike Marn, and Craig Zawada, Price Smarter on the Net, Harvard Business Review, February 2001, pp. 122127; Charles Fishman, Which Price Is Right? Fast Company, March 2003, pp. 92102; Faith Keenan, The Price Is Really Right, Business Week, March 31, 2003, pp. 6067; and information accessed at www.ebay.com, July 2003.

interneti gvauwyebs cvalebadi faswarmoqmnis axal eras. misi qselis iseTi megzurebi _ rogoric aris PriceSCAN - iZleva produqtebis da fasebis Sedarebas kompiuteris Tagvze mxolod dawkapunebiT. damatebiT es megzuri martivad mogiZebniT gamyidvels saukeTeso fasiT, xolo myidvels SeiaraRebuls'' informaciiT fasebis Sesaxeb, SeuZlia xSirad miaRwios warmatebas gamyidvelTan dabal fasebze molaparakebaSi.

P&G Cveulebriv Tavis saqonelze awesebs nominalze zeviT arsebul fasebs. magram Crest SpinBrush-is SemTxvevaSi man Secvala Tavisi strategia. Tavidan man daawesa momxibvleli, dabali sabazro fasi da

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Semdeg i pova gza, Tu rogor mieRo mogeba am fasis pirobebSi. SpinBrush-is gamomgoneblebs Tavdapirvelad maSin mosvliaT dabalfasiani eleqrtojagrisis Seqmnis idea, rodesac WalMart-is adgilobriv maRaziebSi dainaxes Sonicare, Interplak-i da sxva eleqtrojagrisebi 50 dolarad da ufro maRal fasebSic ki. am ZviradRirebul jagrisebs ekavaT kbilis jagrisis mTeli bazris mxolod mciredi wili. dizainerebis azriT, naklebad Zviri kbilis jagriss ufro meti potenciali eqneboda. maT gadawyvites gamoeSvaT aseTive ti pis eleqtro kbilis jagrisebi, romelTa fasi 5 dolari iqneboda (eleqtroelementze). es fasi mxolod erTi dolariT iyo Zviri, vidre tradiciuli kbilis jagrisi. TiToeuli detalis dizaini frTxilad iyo gaTvlili am fasis gaTvaliswinebiT. dabal fasTan TanxvedrisTvis, P&G-ma awarmoa Cveulebrivi axali produqtis gamoSvebis kampania. imisaTvis rom gaezardaT SpinBrush-is mimarT ndoba, yuTze miamagres warwera `gamomcade~, rac myidvels saSualebas aZlevda pirdapir maRaziaSi CaerTo eleqtro jagrisi. miznobrivma faswarmoqmnam Crest SpinBrush aqcia P&G-is erT-erT yvelaze warmatebul brendad. tradiciul Tu eleqtro jagrisebSi, is yvelaze popularuli kbilis jagrisia, romelsac ukavia mTeli bazris 40%-ze meti. `P&G-sTvis Znelia ise swrafad miaRwios biznesis zrdas, rogorc SpinBrush-is SemTxvevaSi moxda,~ - ambobs brendis menejeri darin ietsi. 7 zogi kompania naklebad amaxvilebs yuradRebas fasze da iyeneben marketinguli kompleqsis sxva saSualebebs, raTa Seqmnas Tavisi produqciisaTvis pozicionireba. xSirad, saukeTeso strategia ara aris yvelaze dabali fasis daweseba. magaliTad: Sony qmnis ufro met faseulobas Tavisi samomxmareblo eleqtronikaze da awesebs ufro maRal fass, vidre sxva bevri konkurenti. myidvelebi acnobiereben Sony-is ufro maRal xarisxs da surT gadaixadon ufro meti raTa SeiZinon misi produqcia. ase rom, marketologebma mxedvelobaSi unda miiRon mTeli marketinguli kompleqsi fasis dawesebisas. gadawyvetilebebi xarisxze, stimulirebaze da distribuciaze Zalian did efeqts moaxdens fasze. Tu fasia gadamwyveti, pozicionirebis faqtori, maSin is Zalian did gavlenas moaxdens marketinguli kompleqsis sxva elementebTan dakavSirebiT miRebul gadawyvetilebebze. magram fasis gansazRvris drosac ki, marketologebma unda gaixsenon, rom myidvelebi iSviaTad yiduloben mxolod fass. piriqiT, isini eZeben produqtebs, romelic maT aZlevs saukeTeso faseulobas gadaxdili fasis safasurad. xarjebis struqtura. xarjebi warmoadgenen im minimalur zRvars, romlis qveviTac fasis daweseba ar SeuZlia kompanias. kompanias surs daawesos fasi, romelic dafaravs rogorc produqtis warmoebis, distribuciis da gayidvis xarjebs, aseve moitans mogebis samarTlian dones gaweuli Zalisxmevisa da riskisaTvis. kompaniis xarjebi SesaZloa iyos faswarmoqmnis strategiis mniSvnelovani elementi. bevri kompania, rogorebicaa Southwest Airlines, Wal-Mart da Union Carbide-i, muSaoben imisaTvis, rom gaxdnen `dabali xarjebis mqone mwarmoebeli~ Tavis industriebSi. kompaniebs SedarebiT dabali xarjebiT SeuZliaT daaweson ufro dabali fasebi, rac Sedegad iZleva ufro did gayidvebs da mogebas. kompaniis xarjebi ori saxisaa: fiqsirebuli da cvladi xarjebi. fiqsirebuli xarjebi (aseve cnobilia, rogorc zednadebi xarjebi), is xarjebia romelic ar icvleba warmoebisa da realizaciis moculobis cvlilebasTan erTad. magaliTad: kompaniam yovelTviurad unda gadaixados gaTbobis da ijaris gadasaxadi, aRebuli kreditis saprocento ganakveTi (e.w. interesi) da saadministracio xelfasebi, miuxedavad imisa Tu ramdeni awarmoa da ramdeni gayida mocemul Tves kompaniam. cvladi xarjebi warmoebis moculobis proporciulad cvalebadi xarjebia. Compaq-is mier warmoebuli TiToeuli personaluri kompiuteri moicavs kompiuteruli mikrosqemebis (Ci pebis), mavTulebis, plastikis, SefuTvis da sxva Semadgeneli nawilebis xarjebs. es xarjebi TiToeuli erTeulisTvis erTi da igivea. maT cvlads uwodeben, radgan mTliani xarji gansxvavdeba gamoSvebuli erTeulebis mixedviT. mTliani xarjebi warmoadgens warmoebis nebismier doneze fiqsirebuli da

fiqsirebuli xarjebi (Fixed costs) xarjebi, romelic ar icvleba warmoebisa da realizaciis moculobis cvlilebasTan erTad.

cvladi xarjebi (Variable costs) xarjebi, romelic icvleba warmoebisa moculobis proporciulad.

mTliani xarjebi (Total costs) warmoadgens warmoebis nebismier mocemul doneze fiqsirebuli da cvladi xarjebis jams.

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cvladi xarjebis jams. menejments surs daawesos fasi, romelic sul mcire dafaravs mTeli xarjebs warmoebis mocemul doneze. kompaniam yuradRebiT unda adevnos Tvali Tavis xarjebis struqturas. Tu kompanias ufro meti ujdeba produqtis warmoeba da gayidva, vidre mis konkurentebs, is iZulebuli gaxdeba daawesos ufro maRali fasi an miiRos naklebi mogeba, rac bunebrivia naklebad konkurentunarians gaxdis mas. organizaciuli Sexedulebebi. menejmentma unda gadawyvitos Tu vin daawesebs fasebs. kompaniebi sxvadasxva gzebiT awarmoeben faswarmoqmnas. patara kompaniebSi, fasebs awesebs ZiriTadad menejmenti da ara marketingisa Tu gayidvebis ganyofileba. did kompaniebSi, faswarmoqmnas awarmoebs Cveulebriv produqtis menejeri. samrewvelo bazrebze, gamyidvelebs SesaZloa saSualeba mieceT molaparakebebi gamarTon myidvelebTan fasebTan dakavSirebiT. am SemTxvevaSic ki, zeda donis menejmenti awesebs faswarmoqmnis miznebsa da politikas da is xSirad amtkicebs im fasebs, romelsac sTavazoben saSualo donis menejmenti Tu gamyidvelebi. industriebSi, sadac faswarmoqmna ZiriTadi faqtoria (aerokosmosuri, foladis, rkinigzis, navTobis korporaciebi), kompaniebs xSirad aqvT faswarmoqmnis ganyofileba, raTa daawesos saukeTeso fasebi, an daexmaros sxvebs maT dawesebaSi. es ganyofileba angariSgebaSia marketingis departamentsa da umaRlesis menejmentis winaSe. sxvebi, romelTac gavlena aqvT faswarmoqmnaze moicaven gayidvis menejerebs, warmoebis menejerebs, finansebis menejerebsa da buRaltrebs. faswarmoqmnis gadawyvetilebaze moqmedi gare faqtorebi gare faqtorebi, romelnic zegavlenas axdenen faswarmoqmnis gadawyvetilebebze arian: bazari da moTxovna, konkurencia da sxva garemo elementebi. bazari da moTxovna. maSin rodesac xarjebis struqtura awesebs fasdadebis qveda zRvars, bazari da moTxovna awesebs mis zeda zRvars. rogorc individualuri momxmarebeli, aseve biznes-myidveli abalansebs produqtis Tu momsaxurebis fasebs, am ukanasknelebis Sesyidvis SemTxvevaSi miRebul sargebelTan. amgvarad fasis dawesebamde, marketologma unda gaigos damokidebuleba produqtis fassa da moTxovnas Soris. am nawilSi, Cven avxsniT, Tu ratom gansxvavdebian bazris sxvadasxva ti pis mixedviT fasisa da moTxovnis urTierTobebi da Tu rogor gavlenas axdens myidvelis mier fasis aRqma faswarmoqmnis gadawyvetilebaze. Semdeg, ganvixilavT fasisa da moTxovnis urTierTobis gazomvis meTodebs. faswarmoqmna sxvadsxva tipis bazrebze. gamyidvelis Tavisufleba faswarmoqmnis mxriv gansxvavdeba sxvadasxva ti pis bazrebis mixedviT. ekonomistebis TqmiT, arsebobs 4 ti pis bazari, romelTagan TiToeuli qmnis sxvadasxva faswarmoqmnis meqanizms. wminda konkurenciis (pure competition) dros, bazari Sedgeba bevri myidvelisa da gamyidvelisagan, romlebic yidian erTgvarovan produqcias _ xorbals, spilenZsa Tu finansur fasian qaRaldebs. arc erT myidvelsa Tu gamyidvels ara aqvs gavlena arsebul bazris fasze. gamyidvels ar SeuZlia gazardos arsebuli fasi, radgan myidvelebs SeuZliaT SeiZinon ramdenic undaT imdeni produqti sxva gamyidvelebisagan. gamyidvelma arc naklebi fasi unda daawesos, radgan maT SeuZliaT gayidon yvelaferi rac surT arsebul fasSi. Tu fasi da mogeba izrdeba, axal gamyidvelebs SeuZliaT advilad Seviden bazarze. wminda konkurentul bazarze marketinguli kvleva, produqtis ganviTareba, faswarmoqmna, reklama da gayidvis stimulireba TamaSobs umniSvnelo, an aranair rols. ase rom, am bazris gamyidvelebi bevr dros ar xarjaven marketingul strategiaze. monopolisturi konkurenciis (monopolistic competition) dros, bazari Sedgeba bevri myidvelisa da gamyidvelisagan, romelnic vaWroben sxvadasxva fasebiT da ara erTi dadgenili sabazro fasiT. sxvadasxva fasebis dadeba SesaZlebelia imis gamo, rom gamyidvelebs SeuZliaT ganasxvavon TavianTi SeTavazebebi. fizikuri produqti SeiZ-leba gansxvavdebodes xarisxiT, niSan-

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Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

TvisebebiT, stiliT an Tanmdevi momsaxurebebiT. myidvelebi xedaven gansxvavebebs gamyidvelebis produq-tebSi da sxvadasxva fasebsac ixdian maTSi. gamyidvelebi cdiloben Seqmnan gansxvavebuli SeTavazebebi myidvelis sxvadasxva segmentebisTvis. am dros Tavisuflad iyeneben brendirebas, reklamas da personalur gayidvas, raTa calke Camoayalibon TavianTi SeTavazebebi. ase rom, Kinko ganasxvavebs Tavis SeTavazebas Zlieri brendiT da reklamiT, amasTan amcirebs fasis gavlenas. aseT bazrebSi, bevri konkurentebis yofnis gamo, TiToeuli firmaze nakleb gavlenas axdens konkurentis faswarmoqmnis strategia, vidre oligopoliur bazrebze. oligopoliuri konkurenciis (Oligopolistic competition)SemTxvevaSi, bazari Sedgeba sul ramdenime gamyidvelisagan, romelnic Zalze mgrZnobiareni arian TiToeuli maTganis fasebze da marketingul strategiebze. produqti SesaZloa iyos erTgvarovani (foladi, alumini da sxva) an araerTgvarovani (manqanebi, kompiuterebi). arsebobs mxolod ramdenime gamyidveli, imitom rom axali gamyidvelisTvis Znelia bazarSi Sesvla. TiToeuli gamyidveli fxizlad adevnebs Tvals konkurentis strategiasa da moZraobas. Tu foladis mwarmoebeli kompania 10%-iT amcirebs fass, myidveli myisve gadava am mimwodebelze. sxva foladis mwarmoeblebmac unda mibaZon mas anu unda Seamciron fasebi an gazardon TavianTi momsaxureba. monopolisturi konkurencia: kanaduri pikulis mwarmoebelma Bick-ma wminda monopoliis (pure monopoly) gamoyo Tavis es nawarmi sxva brendebisagan da gamoiyena mis stimuliSemTxvevaSi, bazari Sedgeba erTi gamrebisaTvis rogorc fasi, ise arasafaso faqtorebi. yidvelisagan. SesaZloa iyos samTavrobo monopolia (U.S. Postal Service), kerZo regulirebadi monopolia (magaliTad energo kompania), an kerZo araregulirebadi monopolia. (DuPont-i, rodesac man gamouSva neiloni). TiToeul SemTxvevaSi faswarmoqmna gansxvavebulia. regulirebadi monopoliis dros, mTavroba kompanias aZlevs nebas daawesos fasebi, romelic moitans `wminda Semosavals~, rac Tavis mxriv ganapirobebs kompaniis mier saWiro operaciebis SenarCunebasa da gafarToebas. araregulirebadi monopoliebi Tavisufalni arian fasebis dasaxelebaSi bazarze. miuxedavad amisa, xSirad isini srul fass mainc ar aweseben, rac ganpirobebulia ramdenime mizeziT: survili, ar moizidos konkurencia, survili, SeaRwion bazarze ufro swrafad dabali fasebis meSveobiT, an mTavrobis mxridan regulirebis SiSi. fasis da faseulobis aRqma momxmareblis mier. saboloo jamSi, momxmarebeli iRebs gadawyvetilebas aris Tu ara marTebuli produqtis fasi. faswarmoqmnis gadawyvetileba sxva marketinguli kompleqsis gadawyvetilebebTan erTad, orientirebuli unda iyos myidvelze. rodesac momxmareblebi yiduloben produqts, isini raRaca faseulobas (fuls) cvlian sxva faseulebaSi raTa miiRon SeZenili produqtis qonisa da gamoyenebisagan saTanado sargebeli. efeqturi, myidvelze orientirebuli faswarmoqmna gulisxmobs imis gagebas, Tu ra faseulobis (fasis) eqvivalenturad miiCnevs momxmareblebi im sargebls,

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s u r a T i 9.2
moTxovnis mrudi

romelsac miiRebs SeZenili produqtisgan. kompanias xSirad uWirs im faseulobebis Sefaseba, romelsac myidveli SeTavazebul produqtSi xedavs. magaliTad: mdidrul restoranSi sakvebis Semcveli ingredientebis gamoTvla SedarebiT advilia. magram iseTi faseulobebis Sefaseba, rogoricaa gemovneba, garemo, dasveneba, saubari da statusi Zalian Znelia. es faseulobebi ki Tavis mxriv gansxvavdeba erTmaneTisagan sxvadasxva momxmareblebisa da situaciebis mixedviT. da mainc, momxmareblebi gamoiyeneben am faseulobebs, raTa Seafason produqtis fasi. Tu myidvelebi aRiqvamen, rom fasi aRemateba, produqtis an momsaxurebis mier miniWebul faseulobas, isini ar iyidian am produqts (an momsaxurebas). Tu momxmareblebi aRiqvamen rom fasi produqtis mier miniWebul faseulobaze dabalia, isini iyidian mas, magram amasTan gamyidvelebi praqtikulad Zalian mcire mogebas iReben. fasisa da moTxovnis urTierTobis analizi. kompaniis mier dawesebulma sxvadasxva fasma SesaZloa migviyvanos sxvadasxva donis moTxovnamde. moTxovnis mrudi urTierTdamokidebuleba dawesebul fassa da moTxovnis dones Soris (Demand curve) naCvenebia moTxovnis mrudis saxiT suraTze 9.2. moTxovnis mrudi gviCvenebs, mrudi, romelic gviCmocemul droSi, bazarze produqciis ra raodenobis erTeuli gaiyideba venebs, produqciis sxvadasxva fasad. rogorc wesi, moTxovna da fasi ukuproporciul damoki- ra raodenobis erTeuli gaiyideba debulebaSia, anu rac ufro maRalia fasi, miT ufro naklebia moTxovna. ase bazarze mocemul rom, kompania gayidida naklebs, Tu misi fasi produqtze gaizrdeboda P1-dan P2- periodSi sxvadasxva mde. mokled, SezRuduli biu-jetis mqone momxmareblebi ver SeZleben didi fasad. raodenobiT SeiZinon maRali fasis mqone produqcia. prestiJuli saqonlis SemTxvevaSi, fasi da moTxovna zogjer pirdapir proporciuli damokidebulebaSi arian. momxmareblebi fiqroben, rom SedarebiT maRal fasebSi igulisxmeba ufro meti xarisxi. magaliTad: Gibson Guitar Corporation axlaxans Seamcira fasebi, raTa konkurencia gaewia Yamaha-sa da Ibanez-sTvis. saocaria, magram Gibson-ma aRmoaCina, rom misi musikaluri instrumentebi dabal fasad ise kargad ar iyideboda, rogorc adre maRal fasad. `Cven gvqonda SeuTavsebloba (fassa da moTxovnas Soris). rac ufro maRal fass vawesebdiT, miT ufro met produqts vyiddiT.~ - aRniSnavs Gibson-is aRmasrulebeli. im dros, rodesac gitaris sxva mwarmoeblebi qmnian TavianT instrumentebs ufro swrafad, moTxovnis mruds zogjer aRmavali mimarTuleba aqvs. kompania Gibson-i iafad da didi raodenobiT, gancvifrebul iyo, roca aRmoCnda rom maRalxarisxovani musikaluri instGibson-i kvlav sTavazobs rumentebi dabal fasad kargad ar saRdeboda.

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`gansakuTrebuls, TiTo egzemplarad gamoSvebuls, xeliT Seqmnil gitarebs~. rogorc Cans, dabali fasebi araa gadamwyveti. `Gibson-isTvis mTavaria saukunovani tradicias misdiois da Seqmnas maRalxarisxiani instrumentebi, romlebic warmoadgenen umaRlesi donis standartebs STambeWdavi dizainiTa da ostaturi naxelaviT.~8 da mainc, kompaniis mier Zalian maRali fasis dawesebisas, moTxovna Semcirdeba. kompaniaTa umravlesoba cdilobs gazomos TavianTi moTxovna sxvadasxva fasebze. bazris ti pi zegavlenas axdens moTxovnis mrudis formaze. monopoliis dros, moTxovnis mrudi aCvenebs mTeli bazris moTxovnas. Tu kompanias hyavs konkurentebi, misi moTxovna sxvadasxva fasebis dros damokidebuli iqneba imaze aris Tu ara konkurentis fasebi mudmivi Tu ara.
fasis elastiuroba (Price elasticity) fasis cvlilebaze moTxovnis mgrZnobiarobis sazomi.

moTxovnis fasis elastiuroba. marketologebma aseve unda icodnen fasis elastiuroba anu rogori mgrZnobiare iqneba moTxovna fasis cvlilebaze. Tu moTxovna Zalian icvleba fasis mcire cvlelebis dros, vambobT, rom moTxovna elastiuria. xolo Tu Tu ar icvleba maSin moTxovna araelastiuria. ra gansazRvravs moTxovnis fasis mimarT elastiurobas? myidvelebi naklebad mgrZnobiareni arian fasis mimarT, rodesac saqme exeba maRali xarisxis, prestiJul an eqskluziur produqts. aseve maSin, rodesac Semcvleli produqtis povna Znelia an rodesac Znelia Sedarebis gakeTeba Semcvleli produqtebis xarisxebs Soris. da bolos, myidvelebi naklebad mgrZnobiareni aris fasis mimarT, rodesac produqtze sruli danaxarji Seadgens maTi Semosavalis mcire nawils, an am danaxarjs inawilebs sxva mxare.9 Tu moTxovna elastiuria, maSin kompaniebi Seamcireben fasebs TavianT produqciaze. dabali fasis pirobebSi, SesaZlebelia ufro didi mTliani Semosavlis miReba, rac ganpirobebuli iqneba gayidvebis ufro didi moculobiT. amas maSin aqvs azri, rodesac damatebiTi produqciis warmoebisa da marketingis xarjebi ar aRemateba misgan miRebul Semosavals. amavdroulad, kompaniebs ar surT Tavisi produqtis imijis gaufasureba maTTze dabali fasebis dadebiT. bolo wlebSi momxmareblis mgrnobeloba fasebis mimarT gaizarda. es ganpirobebuli iyo ori faqtoriT: deregulaciiTa da informaciuli teqnologiebis ganviTarebiT, rac saSualebas aZlevs momxmarebels advilad Seadaros konkurenti SeTavazebebis fasebi erTmaneTs. marketologebma gacilebiT bevri unda imuSaon, vidre odesme, raTa gamorCeuli gaxadon TavianTi SeTavazebebi, vinaidan aTobiT konkurenti yidis TiTqmis igive produqts igive an SedarebiT dabal fasad. ufro metad, vidre odesme, kompaniebma unda Seiswavlon TavianTi myidvelebis mgrZnobiaroba fasis mimarT. marketingis konsultantis kevin klensis sityvebiT, isini vinc mxolod fasis mimarT arian mgrZnobiareni, `fuls magidaze toveben.~ konkurentebis xarjebi, fasebi da SemoTavazebebi. kidev erTi gare faqtori, romelic gavlenas axdens kompaniis faswarmoqmnis gadawyvetilebaze aris konkurentebis xarjebis struqtura da fasebi. agreTve, mniSvnelovania konkurentebis sapasuxo reaqcia kompaniis mier fasis cvlilebaze. momxmarebeli, romelic fiqrobs Sony-is cifruli kameris SeZenas, afasebs mis fassa da faseulobas Nikon-is, Kodak-isa da sxva konkurentebis fasebsa da faseulobebTan mimarTebaSi. damatebiT, kompaniis faswarmoqmnis strategias SeuZlia gavlena moaxdinos konkurenciis bunebaze. Tu Sony-is eqneba maRali fasisa da maRali marJis strategia, maSin ufro miizidavs konkurentebs. dabali fasisa da dabali marJis strategia ki piriqiT, SeaCerebs an bazridan saerTod gaagdebs konkurentebs. Sony-im unda Seadaros Tavisi xarjebis struqtura da faseulobebi konkurentTa xarjebsa da faseulobebs. SemdgomSi mas es benCmarkingi (anu SedarebiT meTodika) SeuZlia gamoiyenos sakuTari faswarmoqmnis amosaval wertilad. sxva gare faqtorebi. fasebis dawesebisas, kompaniam mxedvelobaSi unda miiRos sxva faqtorebi, romlebic arseboben gare garemoSi. ekonomikur pirobebs SeiZleba didi gavlena hqondes firmis faswarmoqmnis strategiebze. ekonomikuri faqtorebi, rogoricaa ekonomikuri bumi an recesia, inflacia da saprocento ganakveTebi gavlenas axdens faswarmoqmnis gadawyvetilebaze,

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radgan es yovelive Tavis mxriv gavlenas axdens, rogorc produqtis warmoebis xarjebze, aseve produqtis fasisa da faseulobis momxmarebelTa mier aRqmaze. kompaniam mxedvelobaSi unda miiRos agreTve is faqti, Tu ra gavlenas moaxdens misi fasebi vaWrobaSi monawile sxva mxareebze. rogori reaqcia eqnebaT gadamyidvelebs sxvadsxvaa fasebze? kompaniam unda daawesos fasebi, romelic gadamyidvelebs aZlevs samarTlian mogebas, mxars uWers maT da exmareba efeqturad gayidos produqti. mTavrobasa da socialur garemos SeuZlia didi zegavlena moaxdinos faswarmoqmnis gadawyvetilebebze.

faswarmoqmnis ZiriTadi midgomebi

suraTze 9.3 asaxulia fasebis dawesebisTvis aucilebeli Sexedulebebi. produqtis xarjebi qmnian fasis qveda zRvars (e.w. ,,fasis iataks), xolo momxmareblis mier produqtis faseulobis aRqma qmnis fasis zeda zRvars (e.w. ,,fasis Wers). kompaniam Tavisi produqciisTvia, Sida da gare faqtorebis gaTvaliswinebiT, zemoTxsenebul or zRvars Soris unda SearCios saukeTeso fasi. kompaniebi aweseben fasebs faswarmoqmnis zogadi midgomebis mixedviT. esenia: xarjze dafuZnebuli midgoma (TviTRirebulebas plus faswarmoqmna, nulovanmomgebiani faswarmoqmna, miznobrivi mogebis faswarmoqmna), myidvelze dafuZnebuli midgoma (faswarmoqmna faseulobis mixedviT) da konkurenciaze dafuZnebuli midgoma (mimdinare ganakveTis faswarmoqmna da e.w. daluqul fasTa SeTavazeba, anu mimdinare ganakveTis _ ,,nixris da dadasturebuli SemoTavazebis faswarmoqmnis safuZvelze). xarjze dafuZnebuli faswarmoqmna yvelaze martivi faswarmoqmnis meTodia TviTRirebulebas plus faswarmoqmna standartuli fasnamatis damateba produqtis TviTRirebulebaze. magaliTad: eleqtromowyobilobaTa sacalo movaWre uxdis mwarmoebels TiToeul tosterSi 20 dolars. amas amatebs 50% fasnamats da yidis tosters 30 dolarad. sacalo movaWris mTliani marJa warmoadgens 10 dolars. Tu, sacalo movaWres saoperacio xarji Seadgens erT tosterze 8 dolars, maSin misi mogebis marJa iqneba 2 dolari. Tu mwarmoeblis mier tosteris warmoebis xarji 16 dolari iyo, mas unda daematebina 25% fasnamati da, Sesabamisad, sacalo movaWrisaTvis tosteris fasi 20 dolari iqneboda. amis msgavsad, mSenebare kompaniebi iZlevian mTliani proeqtis gansaxorcieleblad saWiro xarjis maCvenebels, romelsac amateben standartul fasnamats. advokatebi, buRaltrebi da sxva profesionalebi ZiriTadad aweseben fass TavianT saqmianobis Rirebulebaze fasnamatis damatebiT. aqvs Tu ara standartul fasnamatis meTods azri? ZiriTadad, pasuxi aris `ara~. nebismieri faswarmoqmnis meTodi, romelic ignorirebas ukeTebs moTxovnas da konkurentebis fasebs saukeTeso fass ver daadebs Tavis produqts. da mainc, fasnamatis faswarmoqmna bevri mizezis gamo popularulia. pirvel rigSi, gamyidvelebi ufro erkvevian TviTRirebulebaSi, vidre moTxovnaSi. fasisa da TviTRirebulebis erTmaneTTan dakavSirebiT, gamyidvelebi amartiveben faswarmoqmnas maT ar uwevT xSiri regulireba, moTxovnis cvlilebisas. meore, maSin rodesac yvela firma industriaSi iyenebs faswarmoqmnis am meTods, fasebi msgavsia da aqedan gamomdinare fasebs Soris konkurencia minimumamdea dayvanili. mesame, bevri grZnobs, rom TviTRirebulebas plus faswarmoqmna ufro samarTliania, rogorc myidTTviTRirebulebas plus faswarmoqmna (Cost-plus pricing) standartuli fasnamatis damateba produqtis TviTRirebulebaze.

suraTi 9.3
ZiriTadi gansazRvrebebi fasis dawesebisas

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nulovanmogebiani faswarmoqmna (miznobrivi mogebis faswarmoqmna) CBreakeven pricing (target profit pricing) produqciis warmoebis xarjisa da produqciis gayidvebidan miRebuli Semosavlis Tanxvedris wertilze orientirebuli faswarmoqmna.

faseulobaze dafuZnebuli faswarmoqmna (Value-based pricing) fasis daweseba dafuZnebuli myidvelis mier faseulobis aRqmaze da ara gamyidvelis xarjebis gamoangariSebaze.

velebis, aseve gamyidvelebisTvis. gamyidvelebi gamoimuSaveben samarTlian Semosavals TavianTi investiciisaTvis, magram ar miiReben upiratesobas myidvelis xarjze rodesac am ukanasknelTa moTxovna izrdeba. xarjze orientirebuli faswarmoqmnis midgomis meore meTodia nulovanmomgebiani faswarmoqmna (an misi nairsaxeoba _ miznobrivi mogebis faswarmoqmna). kompania cdilobs gansazRvros fasi, romlis meSveobiTac miiRebs nulovan an miznobriv mogebas. miznobrivi faswarmoqmna iyenebs nulovani mogebis sqemas, romelic asaxavs mTlian xarjsa da Semosavals gayidvebis sxvadasxva doneze. suraTi 9.4 gviCvenebs nulovani mogebis sqemas zemoT ganxiluli tosteris mwarmoeblis magaliTze. am magaliTSi, fiqsirebuli xarji 6 milioni dolaria (gayidvebis moculobis miuxedavad), xolo cvladi xarji erT erTeulze 5 dolari. mTliani xarji warmoadgens cvladi xarjisa da fiqsirebuli xarjis jams. mTliani Semosavlis mrudis daxris koeficienti Seesabameba produqtis fass. Cven SemTxvevaSi fasi 15 dolaria (anu kompaniis Semosavali iqneba 12 milioni dolari 800000 erTeuli produqtis gayidvisas). 15 dolariani fasis SemTxvevaSi, kompaniam unda gayidos sul mcire 600,000 erTeuli, raTa nulovani mogebis wertils miaRwios. am SemTxvevaSi mTliani Semosavali toli iqneba MmTliani xarjis. (9 milioni dolaris _ suraTze daxrili xazebis gadakveTis wertili). Tu kompanias unda miaRwios miznobriv mogebas 2 milion dolars, maSin kompaniam unda gayidos sul mcire 800,000 erTeuli rom miiRos 12 milioni dolaris mTliani Semosavali. aqedan igi dafaravs 10 milioni dolaris xarjs da darCeba 2 milioni mogeba. Tu kompania daawesebs SedarebiT maRal fass, vTqvaT 20 dolars, maSin mas mouwevs ufro mcire raodenobis gayidva, rom miaRwios nulovani mogebis wertils an miznobriv mogebas. sinamdvileSi, rac ufro maRalia fasi, miT ufro dabali iqneba kompaniis nulovani mogebis maCvenebeli. miuxedavad amisa, fasis gazrdisas, moTxovna mcirdeba. Sesabamisad, SesaZlebelia maRal fasad produqcia sulac ar gaiyidos. bevria damokidebuli fassa da moTxovnas Soris urTierTobaze. magaliTad, davuSvaT kompaniam gamoiangariSa, rom misi mimdinare fiqsirebuli da cvladi xarjebis SemTxvevaSi, man unda daawesos fasi erT cal produqtze 30 dolari. magram marketinguli kvleva uCvenebs, rom mxolod ramdenime momxmarebeli gadaixdis 25 dolarze mets. am SemTxvevaSi, kompanias mouwevs Tavisi xarjebis struqturis Secvla, raTa Seamciros nulovani mogebis maCvenebeli ise, rom SeZlos momxmareblisTvis xelmisawvdomi dabali fasis daweseba. ase rom, miuxedavad imisa, rom nulovani mogebis analizsa da miznobrivi mogebis faswarmoqmnas SeuZlia daexmaros kompanias, raTa gansazRvros minimaluri fasebi, isini mxedvelobaSi ar iReben fasisa da moTxovnis urTierTdamokidebulebas. am meTodis gamoyenebisas, kompaniam aseve yuradReba unda miaqcios fasis zegavlenas gayidvebis moculobaze, romelic saWiroa miznobrivi mogebis miRebisaTvis da imis albaTobas, rom saWiro moculoba miRwevadi iqneba gansazRvrul fasad Tu ara.

s u r a T i 9.4
nulovani mogebis analizis grafiki miznobrivi fasis gansazRvrisaTvis

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faseulobaze dafuZnebuli faswarmoqmna kompaniebis sul ufro meti raodenoba adgenen TavianT fasebs produqtis aRqmul faseulobaze dayrdnobiT. faseulobaze dafuZnebuli faswarmoqmna iyenebs myidvelis faseulobis aRqmas da ara gamyidvelis xarjebis gamoangariSebas, rogorc faswarmoqmnis ZiriTad koncefcias. faseulobaze dafuZnebuli faswarmoqmnis dros produqtis Seqmnis, distribuciis, stimulirebisa da fasis Sesaxeb gadawyvetilebebis miReba xdeba erTdroulad, ris safuZvelzec yalibdeba marketinguli programebi. suraTi 9.5. erTmaneTs adarebs xarjze dafuZnebul faswarmoqmnas faseulobaze dafuZnebul faswarmoqmnas. xarjze dafuZnebuli faswarmoqmna produqtis SeqmniT iwyeba. kompania qmnis sakuTari azris mixedviT karg produqts, ajamebs mis SeqmnisaTvis saWiro xarjebs da awesebs Sesabamis fass. fasi iseTi unda iyos, rom dafaros yoveli xarji da datovos winaswar gansazRvruli mogeba. amis Semdeg, marketingis saSualebiT unda moxdes myidvelebis darwmuneba, rom produqtis am fasad SeZena faseuli iqneba maTTvis. Tu fasi aRmoCnda Zalian maRali, kompaniam unda Seamciros Tavisi mogebis marJa an eqneba mcire moculobis gayidvebi. orive SemTxvevaSi moxdeba Semcirebuli mogebis miReba. am procesis sapirispiroa faseulobaze aRqmuli faseuloba: naklebi fasis pianino dafuZnebuli faswarmoqmna. kompania, jer JRerdes, magram mis meSveobiT aRmoCndebiT ki adgens fass, romelic Seesabameba momxma- dac arasdros yofilxarT? rebelTa mier aRqmul produqtis faseulobas. dadgenili fasidan gamomdinare xdeba produqtis dizianTan da gasawev xarjebTan gadawyveti-lebebis miReba. Sedegad, faswarmoqmna iwyeba momxmareblis moTxovnilebebis da faseulobaTa aRqmis analiziT. mniSvnelovania gvaxsovdes, rom `kargi fasi~ ar niSnavs `dabal fass~. mag.: Steinway-s pianino iyideba SedarebiT maRal fasSi, vidre sxva konkurenti brendebi. magram im adamianebisTvis, vinc mas yidulobs, es didi faseulobaa. rogorc bolo reklamaSia aRniSnuli, `Steinway-is meSveobiT aRmoCndebiT iseT adgilebSi, sadac arasodes yofilxarT.~ kompania, romelic iyenebs faseulobaze dafuZnebul faswarmoqmnas, unda gansazRvros, Tu ra faseulobaze amaxvileben myidvelebi yuradRebas sxvadasxva konkurentul SemoTavazebebSi. aRsaniSnavia, rom aRqmuli faseulobis gazomva sakmaod Znelia. erTi meTodis Tanaxmad, kompaniebi momxmareblebs ekiTxebian Tu ramdens gadaixdian ZiriTad produqtSi. amis Semdeg ekiTxebian Tu ra Tanxas daamateben sxvadasxva sargebelSi, romelic

SeiZleba kargad iseT adgilebSi, sa-

s u r a T i 9.5
Sedareba xarjze dafuZnebuli faswarmoqmnis faseulobaze dafuZvnebuli faswarmoqmnasTan.
wyaro: Tomas T. negle da rid k. holdeni, `faswarmoqmnis strategia da taqtika~, me-3 gamocema (Upper Saddle River, NJ: Prentice Hall, 2002), gv.4.

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Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

daemateba ZiriTad produqts. meore meTodis Tanaxmad kompanias SeuZlia Caataros eqsperimenti, rom daadginos sxvadasxva SeTavazebuli produqtis faseuloba. Zveli rusuli andazis mixedviT, bazarSi ori sulelia erTi, romelic Zalian bevr SekiTxvas svams da meore, romelic Zalian cotas. Tu kompania awesebs produqtze ufro did fass, vidre myidvelis aRqmuli faseulobaa, misi gayidvebis moculoba dazaraldeba. sawinaaRmdego SemTxvevaSi ki, produqti kargad gaiyideba, magram kompania miiRebs mcire Semosavals, imasTan SedarebiT, rasac miiRebda Tu daawesebda aRqmuli faseulobis Sesabamis fass. faseulobiTi faswarmoqmna. bolo aTwleulis ganmavlobaSi, marketologebma aRmoaCines fundamenturi cvlileba momxmareblis damokidebulebaSi fasisa da xarisxis mimarT. bevrma kompaniam Secvala faswarmoqmnis midgoma, raTa fexi aewyo cvalebadi ekonomikuri pirobebisTvisac da momxmareblis mier fasis aRqmisaTvisac. TandaTanobiT, marketologebma gaiTavises faseulobiTi faswarmoqmnis strategiebi. anu isini sTavazoben xarisxisa da fasis samarTlian kombinacias. amiT iyo gamowveuli ukve aRiarebuli brendis mqone kompaniebis mier naklebad Zviri versiebis gamoSveba. magaliTad, Campbell-ma warmoadgina Great Start Budget-is gayinuli sakvebis seria, Holiday Inn-ma gaxsna Holiday Express-is sastumroebis qseli, Revlon-ma SesTavaza Express Bar-is sasurveli kosmetikis koleqcia, xolo swrafi kvebis restornebi, rogoricaa Taco Bell da McDonalds sTavazoben `faseulobaTa menius~. kidev erTi zegavlena, rasac aseTi faswarmoqmnis mimdevari kompaniebi akeTeben aris arsebuli brendebisTvis dizainis Secvla, raTa mocemul fasSi SeeTavazebinaT ufro kargi xarisxis an igive xarisxis nakleb fasad. sacalo vaWrobis doneze faseulobiTi faswarmoqmnis mniSvnelovani ti pia yoveldRe dabali fasebis faswarmoqmnis strategia (everyday low pricing _ (EDLP), romelic moicavs mudmiv, yoveldRiur dabal fass da aranair droebiTi fasdaklebebs. misgan gansxvavebiT, e.w. maRal-dabali fasebis faswarmoqmnis strategia gulisxmobs SedarebiT maRali fasebis dawesebas yoveldRiur sagnebze, magram SerCeul sagnebze fasdaklebebis SeTavazebas. bolo wlebSi, maRal-dabalma fasebis strategiam gza dauTmo yoveldRiur dabal fasebis faswarmoqmnas (EDLP-s) sacalo maRaziebSi, dawyebuli Saturn-is manqanebis dilerebidan damTavrebuli iseT maRali rangis univermagiT, rogoricaa Nordstrom. yoveldRiuri dabali fasebis faswarmoqmnis strategiis mefe Wal-Mart-ia, romelmac praqtikulad gamoigona es koncefcia. garda ramdenime gasayidi sagnisa TveSi, Wal-Mart pirdeba yoveldRiur dabal fasebs yvelaferze, rasac is yidis. misgan gansxvavebiT, Kmart-is bolo mcdelobam Wal-Mart-is msgavsad gaetarebina EDLP strategia, kraxi ganicada. yoveldRiuri dabali fasebis SemoTavazebisaTvis, kompanias Tavdapirvelad unda hqondes yoveldRiuri dabali xarjebi. Tumca, imis gamo, rom Kmart-is xarjebi gacilebiT maRali iyo vidre Wal-Mart-is, man ver SeZlo SedarebiT dabal fasebSi fulis gakeTeba da maleve uari Tqva am mcdelobaze.10 faseulobis damatebis marketingi. bevr biznesi-biznesisaTvis (B2B) marketingul situaciaSi, gamowvevas warmoadgens kompaniis mier faswarmoqmnis Zalis Camoyalibeba. es aris Zala, romlis meSveobiTac kompania Tavs daaRwevs fasebiT konkurencias da daamtkicebs rom misi produqtebis maRali fasebi samarTliania. amis misaRwevad, bevri kompania iyenebs faseulobis damatebis strategias. imis nacvlad, rom konkurentebTan gaTanabrebis mizniT Seamciron fasebi, isini amateben faseul momsaxurebebs, raTa TavianTi SemoTavazebebi ganasxvaon da am gziT daasabuTon maRali fasebi. rodesac kompania aRmoaCens, rom misi konkurentebi sTavazoben msgavs produqts ufro dabal fasSi, bunebrivi reaqcia aris am fasTan gaTanasworeba an ufro naklebi fasis daweseba. fasebis Semcirebam SesaZloa miiyvanos kompaniebi fasebis omTan, rac Tavis mxriv amcirebs yvela konkurentis mogebis marJas. an uaresi produqtze fasebis klebam SesaZloa myidvelis TvalSi misi faseuloba daakninos. `es yovelive brZolaSi damarcxebiT sruldeba. Tqven ukve aRar amaxvilebT yuradRebas xarisxze, momsaxurebaze, prestiJze da saerTod im yvelaferze, rac erTobliobaSi warmoadgens brends,~ - ambobs

faseulobiTi faswarmoqmna (Value pricing) produqciis maRali xarisxis da kargi servisis kombinaciis SeTavazeba samarTlian fasad.

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marketingis erT-erTi aRmsrulebeli.11 maS, rogor SeuZlia kompanias SeinarCunos Tavisi faswarmoqmnis Zala, maSin rodesac konkurenti amcirebs fasebs? xSirad, saukeTeso strategia ara konkurentze dabali fasebis dawesebaa, aramed, piriqiT masze maRali fasebis SeTavazeba da myidvelis darwmuneba, rom produqti amad Rirs. kompaniam unda dasvas Semdegi SekiTxva: `ra aris produqtis faseuloba myidvelisTvis?~ da Semdeg axsnas Tu ratomaa es produqti am fasis Rirsi. am gziT, kompanias yuradReba gadaaqvs fasidan faseulobaze. Caterpillar faseulobis damatebis marketingis ostatia:12 Caterpillar Tavis mZlavr samSeneblo manqana-danadgarebze awesebs maRal fasebs da myidvelebs arwmunebs, rom damatebuli faseuloba: Caterpillar sTavazobs Tavis dilerebs damatebiTi faseulobis momsaxurebis farTo diapazons. dawyebuli misi produqcia da momsaxureba amarT- saTadarigo nawilebis garantirebuli drouli miwodebiT, damlebs TiToeul damatebiT cents an Tavrebuli sainvesticio rCevebiT da saTanado treningebiT. yoveufro metic, damatebiT aTi aTasobiT live es amarTlebs maRal fasebs. dolars. Caterpillar ZiriTadad awesebs 2030%-iT met fass konkurentebTan SedarebiT, ramac SeiZleba miaRwios damatebiT 200,000 dolars. rodesac msxvili potenciuri myidveli ambobs: `amis miReba SemiZlia SedarebiT nakleb fasad konkurentisgan,~ Caterpillar-is dileri ganmartavs, rom ufro maRal fasadac ki Caterpillar sTavazobs saukeTeso faseulobas. misi danadgaris dizaini Seqmnilia modu-lirebuli komponentebisgan, romelTa gamocvla da SekeTeba SeiZleba swrafad, manqanis mocdenis drois minimumamde dayvaniT. Caterpillar-is dilerebs gaaCniaT saTadarigo nawilebis mniSvnelovani maragi da garantias iZlevian, rom maTi mitana ganxorcieldeba 48 saaTis ganmavlobaSi msoflios nebismier kuTxeSi. Caterpillar-is produqcia saSualebis iZleva axlidan aiwyos, raime problemis SemTxvevaSi, rac maT `meore cxovrebis~ Sanss aZlevs. Sedegad, Caterpillar-is mier dawesebuli fasebi, rogorc zeviT avRniSneT, xSirad 20-30%-iT maRalia. dileris ganmartebiT, SedarebiT maRal sawyis fasadac ki Caterpillar-is manqanadanadgari sTavazobs yvelaze dabal mTlian xarjs miwis erT kuburi metris moTxrisas, mopovebuli qvanaxSiris erT tonaze da dagebuli gzis erT milze. myidvelTa umravlesoba rogorc Cans eTanxmeba Caterpillar-is faseulobis am mtkicebas kompania msoflios bazris am segmentze dominirebs 40% bazris wiliT.

siCqaris
koncefciebis

Serwyma
SemzRudavi

faseulobis koncefcia kritikulia kargi faswarmoqmnisa da ZiriTadad warmatebuli marketingisaTvis. SeisveneT cota xniT da SeafaseT Tu ras niSnavs TqvenTvis sinamdvileSi faseuloba.

ramdenime wlis win, Buick-ma Tavisi Park Avenue-s avtomanqanis models Searqva `amerikis saukeTeso manqanis faseuloba~. eTanxmeba Tu ara es mosazreba Tqvens ideas faseulobaze? SearCieT ori konkurentuli brendi nacnobi produqtis kategoriidan (saaTebi, parfiumeria, samomxmareblo eleqtronika, restornebi). erTi iyos maRali fasis matarebeli, xolo meore dabali fasis. romeli maTgani gTavazobT udides faseulobas? faseuloba igives niSnavs rasac `dabali fasi~? rogor gansxvavdebian es koncefciebi?

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konkurenciaze dafuZnebuli faswarmoqmna

konkurenciaze dafuZnebuli faswarmoqmna (Competitionbased pricing) fasebis daweseba romelic msgavs produqtze konkurentebis mier fasis dadebas efuZneba.

momxmareblebi TavianT mosazrebebs produqtis faseulobaze ayalibeben konkurentebis mier msgavs produqtebze dawesebuli fasebis mixedviT. konkurenciaze dafuZnebuli faswarmoqmnis erT-erTi formaa mimdinare ganakveTis faswarmoqmna (going-rate pricing), romlis drosac kompania Tavis fass awesebs ZiriTadad konkurentTa fasebis mixedviT da nakleb yuradRebas aqcevs sakuTar xarjebs, an produqciaze moTxovnas. kompaniam SeiZleba daawesos Tavis konkurentebTan SedarebiT igive, ufro maRali an ufro dabali fasebi. oligarqiul industriebSi firmebi Cveulebriv aweseben msgavs fasebs. SedarebiT patara firmebi misdeven liders da cvlian TavianT fasebs, rodesac icvleba bazris lideris fasi da ara maSin, rodesac maTi sakuTari moTxovna an xarjebi icvleba. zogierTma kompaniam, SesaZloa, daawesos cotaTi meti an naklebi fasi. ase magaliTad, benzinis mcire gasamarTi sadgurebi Cveulebriv aweseben ramdenime centiT nakleb fass, vidre benzinis gasamarTi sadgurebis msxvili qselebi. Tanac es gansxvaveba ar ganicdis raime mniSvnelovan ryevas. mimdinare ganakveTis faswarmoqmna sakmaod popularulia. rodesac moTxovnis elastiuroba Znelad gasazomia, firmebi grZnoben, rom amgvari donis fasi warmoadgens industriis koleqtiur azrs. isini amavdroulad grZnoben, rom aseTi fasi xels SeuSlis damRupveli fasebis omis dawyebas. konkurenciaze orientirebuli faswarmoqmna aseve gamoiyeneba maSin, rodesac kompaniebi e.w. daluqul fasTa SeTavazebas akeTeben garkveul kontraqtze. kompania Tavis fass afuZnebs imis mixedviT, Tu misi azriT ra fasis SeTavazeba SeuZlia konkurents. mas surs moigos kontraqti, rac damokidebulia fasis SeTavazebaze yvelaze dabali fasi, Cveulebriv, imarjvebs. da mainc, kompanias ar SeuZlia daawesos fasi garkveuli donis qvemoT, kerZod ki sakuTar xarjze qvemoT. meores mxriv, rac ufro xarjze maRal fass awesebs kompania, miT ufro naklebi Sansi aqvs mas moi povos kontraqti. axla, Cven ganvixilavT mTavar, dinamikur faswarmoqmnis strategiebs, romelic xelmisawvdomia menejmentisTvis. Tvals gadavavlebT axali produqtebis faswarmoqmnis strategiebs (produqtis sasicocxlo ciklis wardgenis etapze mdgomi produqtebisTvis), produqtis kompleqsis faswarmoqmnis strategiebs (produqtis kompleqsSi Semaval produqtebze), fasebis morgebis strategiebs, (romelic mxedvelobaSi iRebs myidvelTa gansxvavebebs da cvalebad situaciebs) da aseve im strategiebs, romlebic inicirebas da reagirebas axdenen fasebis cvlilebebze.13

axali produqtis faswarmoqmnis strategiebi

fasawarmoqmnis strategiebi Cveulebriv icvleba imis mixedviT Tu sasicocxlo ciklis romel etapze imyofeba produqti. yvelaze didi gamowveva wardgenis etapze aris. axali produqtis gamoSvebis dros kompanam gadawyvetileba unda miiRos Tu ra fasi daados Tavis axal produqts. arCevani ori strategiis Soris aris gasakeTebeli: e.w. ,,naRebis moxdis faswarmoqmnasa da bazarze SeRwevis faswarmoqmnas Soris.. bazarze naRebis moxdis fasdadebis strategia bevri kompania axal produqtze, Tavdapirvelad, awesebs maRal fasebs, raTa moagrovos (ase vTqvaT ,,naRebi moxados) Semosavali bazris yvela fenidan. Sony xSirad iyenebs naRebis moxdis faswarmoqmnis strategias. rodesac Sony-m, 1990 wels iaponur bazarze waradgina msoflioSi pirveli maRali garCevadobis televizori (HDTV), igi 43,000 dolari Rirda. Semdgom, Sony-m swrafad Seamcira fasebi axali myidvelebis misazidad. 1993 wlisTvis, 28 diumiani ekranis mqone HDTV iaponel momxmarebels SeeZlo eyida daaxloebiT 6,000 dolarad. 2001 wels iaponel momxmarebels SeeZlo 40 diumani HDTV-Si gadaexada 2,000 dolari anu fasi, romlis gadaxdac gacilebiT met myidvels SeeZlo. axla ki msgavsi televizori aSS-Si iyideba 1,000 dolarad. am gziT, Sony-m miiRo Semosavlebis maqsimumi bazris sxvadasxva segmentidan.14 naRebis moxdis faswarmoqmnas azri mxolod garkveul pirobebSi aqvs.

bazarze ,,naRebis moxdis~ faswarmoqmna (Marketskimming pricing) axal produqtze maRali fasis daweseba maqsimaluri mogebis miRebis (,,naRebis moxdis~) mizniT, fena-fena bazris im segmentebidan, romlebsac surT maRali fasis gadaxda. am dros kompanias aqvs cota magram mogebis momtani gayidvebi.

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pirvel rigSi, produqtis xarisxi da imiji mxars unda uWerdes mis SedarebiT maRal fass da sakmarisi raodenobis myidvelebs unda surdes da SeeZlos aseTi fasis gadaxda. meore, SedarebiT patara raodenobis warmoebis xarjebi ar unda iyos imdenad maRali, rom SeuZlebeli iyos maRali fasebis dawesebis upiratesobis gamoyeneba. dabolos, konkurentebs ar unda hqondeT saSualeba advilad SeaRwion bazarze, vinaidan es gamoiwvevs fasebis Semcirebas. bazarze SeRwevis faswarmoqmnis strategia kompaniebi, bazris wilis moxveWis mizniT, xSirad iyeneben bazarze SeRwevis faswarmoqmnas. am dros kompaniebi aweseben dabal sawyis fass, imisaTvis, rom miizidon didi raodenobiT myidveli da moi povon bazris didi wili. gayidvebis didi moculoba iwvevs sawarmoo xarjebis Semcirebas, rac kompanias saSualebas aZlevs kidev ufro dawios fasi. magaliTad, Wal-Mart-i iyenebs bazarze SeRwevis faswarmoqmnis strategias. Dell-ic iyenebda am strategias, raTa adgili daemkvidrebina personaluri kompiuterebis bazarze. is yidda maRalxarisxovan kompiuterul produqcias dabal fasebSi pirdapiri distribuciis arxebis meSveobiT. Sesabamisad, misi gayidvebis moculoba gaizarda, maSin rodesac IBM-is, Apple-isa da sxva konkurentebis daeca. am strategiis danergvisaTvis saWiroa ramdenime piroba. Tavdapirelad, bazari mgrZnobiare unda iyos fasebis mimarT, ise rom dabali fasebi iwvevdes gayidvebis zrdas. meore, warmoebisa da distribuciis xarjebi unda mcirdebodes gayidvis moculobis zrdasTan erTad. dabolos, dabalma fasma am industriis mimarT axali konkurentebis interesi unda Seamciros. magaliTad, Dell-s rTuli periodi daudga, rodesac IBM-ma da sxva konkurentebma Seqmnes sakuTari pirdapiri sadistribucio arxebi. miuxedavad amisa, dabali sawarmoo da distribuciis xarjebis SemweobiT, Dell-ma SeinarCuna dabali fasis upiratesoba da Tavi daimkvidra industriaSi personaluri kompiuterebis nomer pirvel mwarmoeblad.
bazarze SeRwevis faswarmoqmna (Market-penetration pricing) axal produqtze dabali fasis daweseba, myidvelis didi raodenobiT mizidvisa da didi sabazro wilis mopovebis mizniT.

produqtis kompleqsis faswarmoqmnis strategiebi

produqtis fasis dawesebis strategia xSirad unda Seicvalos, maSin rodesac es produqti warmoadgens produqtis kompleqsis erT-erT nawils. am SemTxvevaSi, firma eZebs iseTi fasebis kombinacias, romelic maqsimalurad gazrdis mogebas produqtis mTel kompleqsze. faswarmoqmna rTulia, radgan sxvadasxva produqts aqvs sxvadasxva moTxovna, xarjebi da konkurenciis done. Semdeg nawilSi detalurad ganvixilavT produqtis kompleqsis faswarmoqmnis 5 saxes: faswarmoqmna produqciis seriaze, faswarmoqmna SerCeviT produqtze, faswarmoqmna dakavSirebul produqtze, faswarmoqmna Tanmxlebi produqtiT da produqtis nakrebze faswarmoqmna. faswarmoqmna produqtis seriaze kompaniebi, Cveulebriv, uSveben produqtis seriebs. magaliTad, Snapper-i uSvebs sxvadasxva seriis balaxis gazonis momvlel manqanas, dawyebuli portatuli versiiT (romelTa fasebi meryeobs 259.95, 299.95 da 399.95 dolaris zRvrebSi), damTavrebuli e.w. `Yard Cruiser~-iT da traqtorebiT (romelTa fasi 1,000 dolaridan iwyeba). Sony sTavazobs televizorebis ramdenime serias, romelTagan TiToeuli moicavs bevr models. is sTavazobs Watchman-is portatul ferad televizors (99.99 dolari da zemoT), Trinitron-is brtyelekranian televizorebs (200-dan 1,500 dolaris diapazonSi), WEGA-s plazmur

faswarmoqmna produqtis seriaze: Gramophone-i qmnis maRalxarisxovani bgeriTi sistemebis srul serias, fasebis diapazonSi 5000-dan 120000 dolaramde.

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faswarmoqmna produqtis seriaze (Product line pricing) produqtis seriaSi arsebul sxvadasxva produqtze sxvadasxva fasebis daweseba. am dros mxedvelobaSi miiReba produqtebis Seqmnaze gaweuli xarjebs Soris gansxvaveba, produqtebis Tvisebebis Sefaseba momxmarebelTa mxridan da konkurentebis fasebi msgavs produqciaze.

brtyelpaneliani televizorebs (6,000-dan 8,000 dolaris farglebSi). Gramophone uSvebs maRalxarisxovan musikalur, bgeriTi sistemebis seriebs, romelTa fasi 5,000-120,000 dolaris farglebSi meryeobs. `mocartma Tavisi cxovreba lamazi hangebis Seqmnas Seswira. aqedan gamomdinare aseT hangebSi 10,000 dolaris gadaxda SesaZlebelia~ - aRniSnavs es kompania. produqtis seriis faswarmoqmnis dros menejmentma unda miiRos gadawyvetileba Tu rogor daawesos fasebi etapobrivad seriaSi arsebul mravalferovan produqtebze. fasebis sxvadasxvaoba damokidebulia seriaSi produqtebs Soris xarjebis gansxvavebaze, maTi sxvadasxva maxasiaTeblebis myidveliseul Sefasebaze da konkurentTa fasebze. bevr industriaSi, gamyidvelebi iyeneben damkvidrebul fasebis zRvrebs (well-established price points) TavianTi seriis produqtebisaTvis. ase magaliTad, kacebis tanisamosis maRaziebSi mamakacis kostumebi iyideba sami fasis farglebSi: 185, 325 da 495 dolarad. myidveli albaT fasebis mixedviT gansazRvravs kostumebis xarisxs dabali, saSualo da maRali xarisxis mqone kostumebi. Tu samive fasi umniSvnelod gaizarda, mamakacebi Cveulebriv iyidian kostumebs maTTvis misaReb fasad dabal, saSualo an maRal. gamyidvelis amocanaa aRqmuli xarisxis gansxvavebaTa damkvidreba, rac Tavis mxriv, mxars uWers fasebs Soris gansxvavebas. faswarmoqmna SerCeviT produqtze bevri kompania iyenebs faswarmoqmnas SerCeviT produqtze, - anu SerCeviTi, an damatebiTi produqtebis SeTavazeba ZiriTad produqtTan erTad. magaliTad manqanis myidvelma SeiZleba SearCios modeli fanjrebis eleqtroamweebiT, e.w. ,,kruiz kontroliT, an kompaqtdiskebis Semcvleli mowyobilobiT (e.w. CD changer). macivars SeiZleba moyves yinulis Semqmneli danadgari da a.S. SerCeviT produqtebze faswarmoqmna arc Tu martivia. avtomobilebis mwarmoebelma kompaniebma unda gadawyviton Tu romeli produqti unda Sediodes ZiriTadi produqtis fasSi da romeli unda SesTavazon myidvels SerCeviT. bolo wlebamde, General Motors-is normaluri faswarmoqmnis strategia iyo martivi (xatovnad rom vTqvaT ,,gaSiSvlebuli). ZiriTadi modelis reklamireba sabaziso fasad, raTa miezidaT saCvenebel oTaxebSi xalxi da Semdeg am oTaxebis sivrce gamoeyenebinaT sxvadasxva SeTavazebiT datvirTuli maRali fasebis mqone manqanebis saCveneblad. ekonomikur models imdeni komforti da moxerxebuloba aklda, rom bevri myidveli uars iZaxda maTze. mogvianebiT, GM-ma da sxva aSS-s manqanebis mwarmoeblebma gaiTvaliswines iaponeli da germaneli avtomrewvelebis magaliTebi da sabaziso fasSi Seitanes bevri saWiro maxasiaTebeli, romelic Tavdapirvelad iyideboda mxolod, rogorc SerCeviTi aqsesuari. dRes, reklamirebuli fasebis umravlesoba warmoadgens kargad aRWurvil manqanas. Tumca amJamindeli ekonomikuri krizisis dros, avtokompaniebma daiwyes zogierTi niSan-Tvisebis ukan, `SerCeviTebSi~ gadatana, imisTvis rom Seamciron standartuli modelebis fasebi. faswarmoqmna dakavSirebul produqtze

faswarmoqmna SerCeviT produqtze (Optional-product pricing) faswarmoqmna SerCeviT an damatebiT (aqsesuarul) produqtze ZiriTad produqtTan erTad.

faswarmoqmna dakavSirebul produqtze (Captive-product pricing) fasebis daweseba im produqtebze, romlebic unda gamoiyeneT ZiriTad produqtTan erTad, rogorc magaliTad firi fotokameraSi, an saparsis Taurebi saparsebSi.

kompaniebi, romlebic amzadeben produqtebs, romelnic Tavis mxriv gamoiyeneba mTavar produqtTan erTad, iyeneben faswarmoqmnas dakavSirebul produqtze. dakavSirebul produqtze faswarmoqmnis magaliTebia: saparsi da saparsis Tavebi, fotokamera da misi firebi, Sony Playstation-i da misi videoTamaSebi, printeri da misi kartrijebi da a.S. mTavari produqtebis mwarmoeblebi (saparsebis, video _ fotokamerebis, printerebis) xSirad aweseben maTze dabal fass, xolo dakavSirebul produqtebze ki adeben maRal fass (xarjTan mimarTebaSi). ase rom, Gilette-i yidis dabalfasian saparsebs, magram fuls akeTebs mis Taurebze, vinaidan didi mogebis marJa aqvs masze. U-Haul-i dabal fasSi aqiravebs satvirTo manqanebs, magram maRal fasebs awesebs dakavSirebul produqtebze, rogoricaa yuTebi, xaliCebi, dazRveva da qiriT aRebuli farTi. HP-i Tavis printerebze awesebs Zalian dabal marJebs, Tumca misi marJebi kartrijebsa da sxva saxarjo nawilebze maRalia. Nintendo Tavis saTamaSo avtomatebs dabal fasSi yidis da fuls akeTebs video-TamaSebze. maSin rodesac Nintendo-s marJebi saTamaSo avtomatze 1-5%-ia,

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misi video-TamaSebis kartrijebze dawesebuli marJa 45%-s aRwevs. videoTamaSebis gayidvas Semoaqvs kompaniis mogebis naxevarze meti. mis msgavsad, Sony fuls kargavs Play Station-2-ze, magram TviTon TamaSebi, romlebic Seadgendnen gayidvis 17%-s, qmnian Sony-is mogebis mesamedze mets.15 ornawiliani momsaxurebis SemTxvevaSi, am strategias ewodeba faswarmoqmna . momsaxurebis fasi Sedgeba ori nawilisgan: fiqsirebuli gadasaxadi da cvalebadi e.w. gamoyenebis safasuri. ase rom, gasarTobi parkebi aweseben Sesvlis gadasaxadTan erTad, gadasaxads sakvebze, atraqcionebze da a.S.; Teatrebi aweseben Sesvlis gadasaxads, Semdeg ki damatebiT Semosavals iReben e.w. koncesiebidan (anu iseTi saqmianobidan, rogorc programebis gayidva, bufeti da sxva momsaxurebaa); mobiluri telefonis kompaniebi aweseben e.w. ,,fiqsirebul ganakveTs, romelic moicavs garkveul dasarek dros. am gegmis zeviT darekili wuTebze ki gadasaxdelia sxva wuTobrivi tarifi. fiqsirebuli safasuri sakmaod dabali unda iyos, rom stimulireba gaukeTos momsaxurebis gamoyenebas; mogebis miReba ki SesaZlebelia dakavSirebul momsaxurebaze gadasaxdis dawesebiT (magaliTad ,,roumingiT momsaxureba mobilur telefonebSi). faswarmoqmna Tanmxleb produqtze xorcis, navTobis produqtebis, qimiuri nivTierebebisa da sxva produqtebis warmoebisas xSirad adgili aqvs Tanmxlebi produqtebis gamomuSavebas. Tu Tanmxleb produqts ar gaaCnia faseuloba da Tu misgan Tavis daRweva xarjebTanaa dakavSirebuli, es gavlenas moaxdens ZiriTadi produqtis faswarmoqmnaze. Tanmxleb produqtze faswarmoqmnis gamoyenebiT, mwarmoebeli eZebs bazars, am Tanmxlebi produqtebisTvis da adebs iseT fass, romelic minimum dafaravs Tanmxlebi produqciis Seqmnisa da mitanis xarjebs. Tanmxlebi produqtebi SesaZloa momgebianic aRmoCndes. magaliTad bevri xe-tyis damamuSavebeli qarxana yidis xis qerqis burbuSelasa da naxerxs momgebianad. sakonsultacio firma EcoStart-ma danerga es idea kanadaSi. firma partniorobas uwevda WoodworkingSite.com-s, raTa xe-tyis produqciis mwarmoebeli kompaniebs, saitis meSveobiT, gaeyidaT burbuSela, naxerxi, xis mtveri da sxva Tanmxlebi produqtebi.16 zogjer, kompaniebs ar SeuZliaT TavianTi Tanmxlebi produqtebis faseulobis gaTviTcnobiereba. magaliTad: zooparkebis umravlesoba ver aanalizebs, rom misi erT-erTi Tanmxlebi produqti zooparkis binadarTa nakeli SesaZloa iyos damatebiTi Semosavlis brwyinvale saSualeba. kompania Zoo Doo Compost-i bevr zooparks daexmara xarjebisa da SesaZleblobebis SeswavlaSi, romlebic Tan axlavs am Tanmxleb produqts. `bevrma zooparkma arc ki icis ra raodenobis nakels awarmoeben, an ra xarjebTanaa dakavSirebuli misi Tavidan moSoreba~, - ganmartavs Zoo Doo-s prezidenti da damfuZnebeli pirs ledbeteri. zooparkebi iseTi kmayofilebi arian, rom aRar uwevT nakelis Tavidan moSorebis xarjebis gaweva, rom arc fiqroben mis gayidvebSi CarTvas. magram aseTi `aromatuli~ Tanmxlebi produqtis gayidvac SeiZleba mniSvnelovani aRmoCndes. Zoo Doo, agreTve, yidis sxva, TemasTan dakavSirebul, produqciasac. yvelaze didi raodenobiT gaiyida siaxle Zoo Doo-s pawawina konteinerebi (TviT `Love, Love Me Doo~-s valentinis dResTan dakavSirebuli baraTebi), romelTa SeZenac SesaZlebelia 160 zoomaRaziaSi da 700 damatebiT sacalo vaWrobis wertilebSi. Tqven aseve SegiZliaT iyidoT Zoo Doo-s produqcia internetis meSveobiT (`Cveni sisuleleebis SeZenis uadvilesi gza~ - ambobs Zoo Doo), an gaugzavnoT megobars Doopy Greeting misaloci baraTi el-fostiT. zogi zooparki Tanmxleb produqts yidis TviTon. magaliTad Woodland Park Zoo sietlSi asponsorebs yovelwliur `nakelis~ festivalebs, latareis iRblian gamarjvebulebze yidis specialur sazidrebSi moTavsebul nakels.17 produqtis nakrebze faswarmoqmna produqtis nakrebze faswarmoqmnis gamoyenebiT, gamyidvelebi xSirad aerTianeben ramdenime TavianT produqts da sTavazoben nakrebs Semcirebul fasad. magaliTad Teatrebi da sportuli gundebi sezonur bileTebs yidian ufro nakleb fasad, vidre erTjerad bileTebs; sastumroebi yidian

faswarmoqmna Tanmxleb produqtze (By-product pricing) fasis daweseba Tanmxleb produqtebze, raTa ZiriTadi produqtebis fasi ufro konkurentunariani gaxdes.

produqtis nakrebze faswarmoqmna (Product bundle pricing) ramdenime produqtis kombinaciis nakrebze Semcirebuli fasis daweseba.

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gansakuTrebul fasad dasvenebis dReebis sagzurebs, romelSic Sedis oTaxi, sakvebi da garToba; kompiuteris Semqmnelebi personalur kompiuterTan erTad sTavazoben momxibvlel programaTa nakrebs; internet momsaxurebis provaiderebi ki yidian nakrebs, romelic moicavs veb-daSvebas, vebhostings, el-fostas da internetis saZiebel programas. zogierTi marketologi fass adebs sxva organizaciaTa SeTavazebebsac. magaliTad: CityPass, aSS-s SerCeul qalaqebSi, TiToeul qalaqSi sxvadasxva sanaxav adgilebSi Sesas-vlel erT bileTs yidis. am bileTis fasi gacilebiT ufro iafia vidre cal-calke SeZenili sanaxavi adgilis bileTi. amgvar faswarmoqmnas SeuZlia stimulireba gaukeTos im produqtebis gayidvas, romelsac momxareblebi sxva faswarmoqmna produqciis nakrebze: City PASS adgens bileTebis SemTxvevaSi ar SeiZenda. magkrebuls qalaqis sxvadasxva sanaxaobebze da yidis am krebuls ram, kombinirebuli fasi unda Semcirebul fasad. iyos sakmaod dabali, raTa moxerxdes nakrebis gayidva.18

fasebis morgebis strategiebi

kompaniebi cdiloben moargon TavianTi fasebi myidvelTa gansxvavebebsa da cvalebad situaciebs. aq ganvixilavT fasebis morgebis 6 strategias: fasdaklebisa da SeRavaTebis faswarmoqmnas, segmenturi faswarmoqmna, fsiqologiuri faswarmoqmna, mastimulirebeli faswarmoqmna, geografiuli faswarmoqmna da saerTaSoriso faswarmoqmna. fasdaklebisa da SeRavaTebis faswarmoqmna
fasdakleba (Discount) garkeveul drois periodSi gansazRvrul saqonelze fasis Semcireba.

SeRavaTebi (Allowance) Tanxa, romelsac uxdis reklamisaTvis mwarmoebeli savaWro wertilis mepatrones, raTa am ukanasknelma warmoaCinos misi produqti.

bevri kompania ZiriTadi fasis morgebas axdens, raTa daajildovos myidvelebis garkveuli qmedebebi, rogoricaa gadasaxadebis adreuli gadaxda, didi moculobiT Sesyidva da arasezonuri produqciis Sesyidva. fasdaklebebsa da SeRavaTebs SeuZlia miiRos bevri forma. fasdaklebaTa erT-erTi formaa adreul gadaxdaze fasdakleba fasis Semcireba im myidvelebisaTvis, romlebic umal ixdian TavianT gadasaxadebs. amis ti piuri magaliTia `2/10, net 30~, rac gulisxmobs imas, rom Tumca gadaxda savaldebuloa 30 dReSi gamyidveli daaklebs Tanxis 2% Tu gadsaxadis gadaxda moxdeba 10 dReSi. raodenobrivi fasdakleba aris fasis dakleba myidvelebisaTvis, romlebic yiduloben didi raodenobiT produqcias. magaliTad, 100-ze naklebi erTeuli produqtis yidva SesaZlebelia TiTos 10 dolarad, xolo 100-is an 100-ze metis TiTos 9 dolarad. msgavsi fasdakleba myidvelisTvis imxela stimulia, rom is mzadaa ufro meti SeiZinos erTi konkretuli gamyidvelisagan, vidre sxvadasxva mimwodeblisagan. funqciuri fasdakleba (igive savaWro fasdakleba) mwarmoeblis mier SeTavazebuli fasdakleba ganawilebis arxebis wevrebisaTvis, romlebic asruleben garkveul funqciebs. funqcia SeiZleba iyos produqciis momxmarebelze gayidva, maRaziaSi ganTavseba da Senaxva. sezonuri fasdakleba fasis daklebaa myidvelTaTvis, romelnic yiduloben saqonelsa Tu momsaxurebas sezonis damTavrebis Semdeg. magaliTad gazonisa da baRis movlisaTvis aucilebeli manqana-danadgarebis mwarmoebeli kompaniebi sTavazoben sezonur fasdaklebas sacalo movaWreebs Semodgoma-zamTris

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TveebSi. sezonuri fasdakleba gamyidvels saSualebas aZlevs myarad SeinarCunos warmatebis done mTeli wlis ganmavlobaSi. SeRavaTi aris fasdaklebis erT-erTi forma. magaliTad dabrunebisTvis SeRavaTi gulisxmobs fasdaklebas, rodesac maRaziaSi axali produqtis yidvisas toveb Zvel models. es yvelaze gavrcelebuli formaa avtomobilebis industriaSi, magram aseve gamoiyeneba sxva xangrZlivad moxmarebis sagnebSi. stimulirebisTvis SeRavaTebi warmoadgens fasdaklebas, romelic eqnebaT dilerebs sareklamo da gayidvebis mxardamWer programebSi monawileobisaTvis. segmenturi faswarmoqmna kompaniebi xSirad argeben sabaziso fasebs gansxvavebebs myidvelebs Soris, produqtebs Soris da adgilmdebareobebs Soris. segmenturi faswarmoqmnisas, kompania yidis produqts an momsaxurebas sxvadasxva or an met fasad. am dros fasTa Soris gansxvaveba ar aris damokidebuli xarjebis struqturaze. segmenturi faswarmoqmnas ramodenime forma aqvs. myidvelTa segmentze gaTvlili faswarmoqmnis dros, sxvadasxva myidvelebi ixdian sxvadasxva fass erTdaimave produqtsa Tu momsaxurebaSi. magaliTad: muzeumebma SesaZloa daaweson SedarebiT dabali fasi studentebisa da xandazmuli moqalaqeebisTvis. produqtis formaze gaTvlili faswarmoqmnisas, sxvadasxva modifikaciis produqti sxvadasxva fass Rirs, magram es ar aris ganpirobebuli xarjebis sxvaobiT. magaliTad: yvelaze ZviradRirebuli Black&Decker-is uTo Sefasebulia 54.98 dolarad, rac 12 dolariT aRemateba im fass, romelic adevs Black&Decker-is siZviris mixedviT meore adgilze mdgom uTos. pirvel models aqvs TviTgawmendis saSualeba, Tumca am damatebiTi elementis damzadebisTvis saWiroa mxolod ramodenime dolariT meti. adgilmdebareobaze gaTvlili faswarmoqmnis gamoyenebiT, kompania awesebs sxvadasxva fasebs sxvadasxva adgilmdebareobaTa mixedviT, miuxedavad imisa, rom SeTavazebis xarji TiToeul adgilze erTi da igivea. magaliTad: Teatrebi darbazSi adgilebs sxvadasxva fasebs adeben. aSS-s universitetebSi swavlebis fasi ufro maRalia ucxoeli studentebisTvis. da bolos, droze damokidebuli faswarmoqmnisas, firmis fasebi gansxvavdeba sezonis, Tvis, dRisa da TviT saaTebis mixedviTac. kurortebi aweseben dasvenebis dReebisa da sezonur fasdaklebebs. segmentur fasdaklebas bevri sxva saxeli enacvleba. robert krosi, aviaxazebis gamocdili konsultanti mas uwodebs Semosavlebis menejments. krosis Tanaxmad, praqtikuli saqmianoba amyarebs Sexedulebas, rom `kompaniebma sworad SerCeuli produqti sworad SerCeul momxmarebelze, sworad SerCeul drosa da sworad SerCeul fasad unda gayidon.~ aviaxazebi, sastumroebi da restornebi amas uwodeben Semosavlian marTvas da praqtikaSi gamoiyeneben uciloblad. magaliTad, aviaxazebi saaTebis mixedviT, ufro metic wuTebis mixedviT aweseben fasebs, rac damokidebulia adgilebis arsebobaze, moTxovnaze da konkurentebis fasebis cvlilebaze. Continental Airlines-i yoveldRiurad awarmoebs 2,000 frenas. TiToeul maTgans gaaCnia 10-20 sxvadasxva bileTis fasi. Continental-is bileTebis dajavSna SesaZlebelia 330 dRiT adre da TiToeuli dReze gansxvavebuli fasi iqneba. Sedegad, nebismier dros, Continental-s SeiZleba gaaCndes gansxvavebuli 7 milioni fasi bazarze. es aris problemuri marketinguli amocana amden fass sWirdeba frTxili marTva. Continental-isTvis fasebis daweseba balansirebis kompleqsuri procesia erTis mxriv moTxovnisa da momxmarebelTa kmayofilebis da meores mxriv kompaniis momgebianobis gaTvaliswinebis.19 aviaxazebma Zalian kargad ician, rom momxmarebeli sagonebelSia gaSmagebuli faswarmoqmnisgan Cavardnili. `me ar vaweseb fasebs. mas awesebs bazari,~ - ambobs Continental Airline-is faswarmoqmnisa da Semosavlebis menejmentis viceprezidenti, jim komptoni. es erT-erTi Tvalsazrisia. meore Tvalsazrisi: `Cven namdvilad swraffuWebad produqts vflobT. TviTmfrinavis karebis daketvisTanave carieli adgili dakarguli Semosavalia.~ aviaxazebis yvelaze ZviradRirebuli adgilia is, romelSic afrenidan erTi saaTiT adre
segmenturi faswarmoqmna (Segmented pricing) produqtis an momsaxurebis gayidva sxvadasxva or an met fasad, rodesac fasTa Soris gansxvaveba araa damokidebuli xarjebis struqturaze.

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segmenturi faswarmoqmna: yovel mocemul momentSi aviakompania Continental-s bileTebze SeiZleba qondes TiTqmis 7 milioni sxvadsxva fasi. yvela am fasebis marTvis organizeba rTul amocanas warmoadgens.

SeuZlia pirovnebas gadaixados nebismieri fasi. es adgili droTa ganmavlobaSi ufro momgebiani xdeba, is SeiZleba erT wuTs Rirdes 1,000 dolari, meore wuTSi ki misi fasi 0 dolars gautoldes. ai ras fiqroben amasTan dakavSirebiT jim komptoni da misi megobrebi: Tqven gsurT gayidoT yvela adgili TviTmfrinavSi, garda im yvelaze Zvirfasi adgilebisa, romelsac itovebT yvelaze momgebiani (da ara yvelaze pativsacemi) klientebisaTvis. aviaxazebs Tavisuflad SeuZliaT, TiToeuli dRis TiToeuli reisis, TiToeuli adgilis gayidva. maT SeuZliaT daadon sakmaod dabali fasi, ris Sedegadac yvela adgili daijavSneba da daelodon TviTmfrinavis afrenas. magram aseTi midgomiT adamianisTvis SeuZlebeli iqneboda reisamde 23 kviriT adre daejavSna raime adgili. rogori gabrazebulebi iqnebodnen myidvelebi, rodesac naxavdnen, rom 3 dRiT adre SeuZlebeli iqneboda adgilis yidva ama Tu im reisze? am dilemis gacnobierebis Semdeg, uceb xvdebiT, rom aviabileTis fasi arc iseTi Zviria. miuxedavad imisa, rom niu-iorki_maiamis TviTmfrinavis yvela mgzavri, romelic sxvadasxva adgils ikavebs erTi mimarTulebiT mifrinavs, produqti araa erTferovani. Tqven naklebs ixdiT, rodesac ukveTavT adgils oTxi kviriT adre da ixdiT gacilebiT mets, rodesac ukveTavT oTxi dRiT adre. Continental-i bolomde midis riskze, rodesac inaxavs adgils mas surs rom am adgilSi aiRos gacilebiT ufro meti Tanxa, raTa amoiRos is fuli, romelic izarala TviTmfrinavSi carieli adgilis datovebisas. segmenturi faswarmoqmna da Semosavliani marTva namdvilad araa axali idea. magaliTad: Marriott Corporation iyenebda Semosavlian marTvis midgomas didi xniT adre, sanam danergavda rTul, daxvewil sistemas. jer kidev maSin, rodesac bil marioti iyo axalgazrda kaci, romelic muSaobda ojaxis mier aSenebul pirvel sastumroSi, vaSingtonSi, is oTaxebs yidda asawevi fanjridan. rogorc bili ambobs, sastumroSi dawesebuli iyo moWrili fasi erT dgmurze, xolo yvela damatebiT adamianze oTaxSi damatebiTi safasuris gadaxda iyo saWiro. rodesac gasaqiravebeli oTaxebis raodenoba sastumroSi zogierT Rames Zalze mcire iyo, bili gadaixedavda fanjridan da SeaTvalierebda rigSi mdgom manqanebs. Tu zogierTi maTgani savse iyo mgzavrebiT, bili uars ambobda erT mgzavrze da ukanasknel oTaxebs sTavazobda erT manqanaSi mjdom ramdenime mgzavrs, Tundac rigSi

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isini ukan yofiliyvnen. is imave Sedegs miaRwevda pikis saaTebSi, gazrdili nixris dawesebiT miuxedavad oTaxebSi ganTavsebuli adamianebis raodenobisa. 20 imisaTvis, rom segmenturi faswarmoqmna efeqturi strategia aRmoCndes, unda arsebobdes garkveuli pirobebi. bazari unda iyos segmentirebuli da TiToeuli segmenti unda asaxavdes moTxovnis sxvadasxva xarisxs. bazris segmentaciisa da meTvalyureobis xarjebi ar unda aRematebodes im damatebiT Semosavals, romelsac kompania iRebs fasTa sxvaobis Sedegad. sasurvelia, segmenturi fasdakleba kanonieri iyos. da rac ufro mniSvnelovania, segmenturma fasebma asaxva unda povos im realur gansxvavebebSi, romlebic arseboben myidvelTa aRqmul faseulobebSi. winaaRmdeg SemTxvevaSi, msgavsi saqmianoba gamoiwvevs myidvelTa Seuracyofasa da cud damokidebulebas. fsiqologiuri faswarmoqmna fasi produqtis Sesaxeb raRacas iZaxis. magaliTad, bevri momxmarebeli iyenebs fass xarisxis Sesafaseblad. 100 dolarad Sefasebuli parfiumeriis boTli SesaZloa Seicavdes 3 dolaris Rirebulebis mqone surnels, magram zogierT adamians surs 100 dolaris gadaxda, mxolod imitom, rom es fasi asaxavs raRac gansakuTrebuls. fsiqologiuri faswarmoqmnis gamoyenebisas, gamyidvelebi mxedvelobaSi iReben fasebis fsiqologias da ara ubralod ekonomikis safuZvlebs. magaliTad: momxmareblebi Cveulebriv aRiqvamen maRali fasis mqone produqtebs, rogorc maRalxarisxovans. Tumca, rodesac maT SeuZliaT produqtis xarisxis Sefaseba misi gasinjviT an warsuli gamocdilebiT, isini naklebad iyeneben fass xarisxis SefasebisTvis. magram maSin, rodesac maT ar SeuZliaT xarisxis Sefaseba informaciis an gamocdilebis naklebobis gamo, fasi xarisxis mniSvnelovani ganmsazRvreli xdeba. Heublein-i awarmoebs amerikaSi aryis wamyvan brends Smirnoff-s. ramdenime wlis win, Smirnoff-s daupiris-pirda meore brendi Wolfschmidt-i, romelsac 1 dolariT naklebi fasi qonda da amtkicebda, rom misi xarisxi arafriT ar Camouvardeboda Smirnoff-s. bazarze wilis SesanarCuneblad, Heublein-i fiqrobda Smirnoff-is fasis Semcirebas 1 dolariT, an misi fasis SenarCunebasa da amavdroulad reklamirebisa da stimulirebis gazrdas. Tumca, Heublein-is marketologebma mesame strategia airCies. maT Smirnoff-is fasi, piriqiT, gazardes 1 dolariT! amis Semdeg Heubleinma Seqmna axali brendi Relska, romelic konkurencias gauwevda Wolfschmidt-s. ufro metic, man Seqmna kidev erTi brendi Popov-i, romelic ufro naklebi Rirda vidre Wolfschmidt-i. am Wkvianurma strategiam Smirnoff-s miuCina elituri brendis adgili. ironiis momgvrelia is faqti, rom Heublein-is samive brends zustad erTi da igive gemo da warmoebisTvis saWiro xarjebi gaaCnia. Heublein-ma icoda, rom produqtis fasi auwyebs mis xarisxs. fasis am Tvisebis gamoyenebiT, Heublein-i yidis daaxloebiT erTi da imave produqts 3 sxvadasxva xarisxis poziciidan. fsiqologiuri faswarmoqmnis meore aspeqti Sesadarebeli fasebia anu fasebi, romlebic myidvelis mier aris damaxsovrebuli da

fsiqologiuri faswarmoqmna (Psychological pricing) fasdadebis meqanizmi, romelic iTvaliswinebs ara marto ekonomikis safuZvlebs, aramed fasis fsiqologiasac. igi qmnis produqze garkveul warmodgenas.

Sesadarebeli fasebi (Reference prices) myidvelis mier damaxsovrebuli fasi, romelic garkveul produqtTan asocirdeba.

fsiqologiuri faswarmoqmna: ra informacias iZleva mocemuli fasebis aRniSvna iarliyze saqonlis realizaciis dros?

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Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

romelic, garkveul produqtebTan asocirdeba. mis saSualebiT momxmarebeli akeTebs Sedarebebs rodesac uyurebs raime konkretul produqts. Sesadarebeli fasi SeiZleba Camoyalibdes arsebuli fasis damaxsovrebiT, warsulis fasebis gaxsenebiT an situaciis SefasebiT. gamyidvelebma SeiZleba gavlena moaxdinon, an gamoiyenon momxmarebelTa Sesadarebeli fasebi fasebis dawesebisas. magaliTad, kompanias SeuZlia Tavisi produqtis moTavseba ufro ZviradRirebuli produqtebis gverdze, imisaTvis rom Seqmnas warmodgena, rom is miekuTvneba imave klass. univermagebi xSirad yidian qalebis tanisamoss sxvadasxva ganyofilebebSi gansxvavebuli fasebis mixedviT: tansacmeli, romelic moTavsebulia ufro ZviradRirebul ganyofilebaSi aRiqmeba rogorc ukeTesi xarisxis mqone. kompaniebma SesaZloa aseve gavlena moaxdinon momxmarebelTa Sesadarebel fasebze, mwarmoeblis SemoTavazebuli fasebis gamocxadebiT. magaliTad es produqti Tavdapirvelad ufro Zvirad iyideboda da exla ufro nakleb fasad SeiZleba misi SeZena. kompaniebs SeuZliaT agreTve xazi gausvan konkurentebTan arsebul SedarebiT maRal fasebs. fasebs Soris mciredma sxvaobamac ki SeiZleba gamoiwvios fsiqologiuri gansxvavebebi produqtebis Taobaze. magaliTisaTvis erTmaneTs SevadaroT 300 dolarad da 299.95 dolarad Sefasebuli stereo mowyobilobebi. fasebs Soris sxvaoba mxolod 5 centia, magram fsiqologiuri gansxvaveba SeiZleba gacilebiT meti iyos. magaliTad: zogierTi momxmarebeli 299.95 dolars ganixilavs rogorc 200 dolars da ara rogorc 300 dolars. 300 dolari ki gulisxmobs ufro met xarisxs. zogierTi fsiqologi amtkicebs, rom TiToeul cifrs aqvs simboluri da vizualuri xarisxi, romelic aucileblad unda gaviTvaliswinoT faswarmoqmnaSi. ase rom, 8 mrgvalia, luwi da qmnis WeSmaritebis efeqts, maSin rodesac 7 kuTxovania da qmnis disharmoniul efeqts.21
mastimulirebeli faswarmoqmna (Promotional pricing) xanmokle periodSi gayidvis zrdis mizniT produqtis gasayid fasze da zogjer TviTRirebulebaze dabali fasis dadeba.

mastimulirebeli faswarmoqmna mastimulirebeli faswarmoqmniT kompaniebi, drodadro, TavianT produqtebs ufro dabal, zogjer TviTRirebulebaze nakleb, fass adeben. wamaxalisebeli faswarmoqmna iRebs ramdenime saxes. supermarketebi da univermagebi iyeneben Camofasebuli lideris teqnikas, romlis drosac momxmarebels SuZlia iyidos Cveulebriv maRali fasis brendebi iaf fasad. magaliTad: supermarketebi xSirad yidian erTjeradi bavSvis paketebs nakleb fasad, imisaTvis rom miizidon ojaxebis yuradReba, romelnic supermarketis vizitis dros akeTeben sayidlebis saSualoze did raodenobas. aseve gamoiyeneba specialur movlenasTan dakavSirebuli faswarmoqmna. magaliTad Sobaze, axal welze da a.S. zogjer mwarmoeblebi Tanxis ukan dabrunebas sTavazoben im momxmareblebs, romlebic yiduloben produqts dilerebisagan specifikur dros. mwarmoebeli fostiT ubrunebs garkveul Tanxas myidvels. Tanxis ukan dabrunebis praqtika popularulia avtomobilebis, xangrZlivad gamoyenebadi saqonlisa da patara mowyobilobebis mwarmoeblebSi. Tumca, is aseve gamoiyeneba samomxmareblo SefuTul saqonelis SemTxvevaSic. zogierTi mwarmoebeli sTavazobs dabalprocentian kredits, SedarebiT grZelvadian garantiebs an nayidi produqciis ufaso remonts, raTa Seamciros momxmareblis TvalSi `fasi~. Tumca, mastimulirebel faswarmoqmnas SesaZloa qondes uaryofiTi efeqtebic. misi Zalze xSirad gamoyenebiTa da konkurentebis mier misi kopirebiT, fasebis waxalisebam SeiZleba warmoSvas e.w `momlodine~ myidvelebi, romlebic elodebian Tu rodis iqneba brendze fasdakleba da mere yiduleben mas. meore, mudmivad Semcirebulma fasebma SeiZleba miwasTan gaasworos brendis faseuloba myidvelis TvalSi. marketologebi zogjer iyeneben mastimulirebel fasebs, rogorc swraf saSualebas. erT-erTi damkvirvebeli aRniSnavs, rom wamaxalisebeli fasebi SeiZleba pirdapir damRupveli aRmoCndes, rogorc kompaniis, aseve myidvelTaTvis: `wamaxalisebeli fasebi brendisTvis mowevis eqvivalentia. misi dawyeba advilia, Tavis danebeba ki Zneli. rogorc ki brendi da misi myidveli eCveva moklevadian fasebis Semcirebas, Znelia brendis realurad Camoyalibeba.... magram Tu ar SeCerdebiT da ganagrZobT, Tqven dainaxavT rom brendis fasi 1,000-jer Semcirdeba.~22 wamaxalisebeli faswarmoqmnis xSirma gamoyenebam SesaZloa aseve miiyvanos industria fasebis omamde. aseTi omebis wamowyeba awyobT mxolod

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ramdenime konkurents maT, vinc eweva yvelaze efeqtur saqmianobas. kompiuterulma kompaniebma, rogoricaa IBM, HP da Gateway aCvenes didi mogebebi, radgan maTi teqnologiebi aitaces surviliT Sepyrobilma momxmareblebma. magram, konkurentebma daiwyes fasdaklebebis gamocxadeba TavianT personalur kompiuterebze. maT sapasuxod, industriaSi dabali fasebis mqone aRiarebulma liderma Dell-ma gamoacxada fasebis omi, romlis mogebac mxolod mas SeeZlo. , Dell-ma gamoacxada fasebis xisti omi swored 2000 wlis SuagulSi, maSin, rodesac industriaSi swrafad daeca fasebi. industria kraxisTvis iyo ganwiruli. maSin rodesac Dell-is mogebam momdevno wels rekordul 361 milion dolars miaRwia, industriis danarCeni monawileni 1.1 miliardi dolaris zarals mistirodnen. Dell-is saqmianoba iwyeba pirdapiri gayidvis midgomiT, myidvelebisgan SekveTebis miRebiT da kompiuterebis SeqmniT SekveTis safuZvelze. Dell-i Tavidan iSorebs sacalo movaWreebisaTvis fasnamatebis gadaxdas da xarjiani maragebis Senaxvas. magaliTad: nebismier mocemul dros, Dell-is sabiTumo maRaziebSi moTavsebulia mxolod 4 dRis maragi, maSin rodesac konkurentTa sawyobSi aRmoaCenT 24 dRis marags. es mas aZlevs gigantur upiratesobas bazarze, sadac misi Ci pebis, vinCesterebs da sxva nawilebis fasebi kviraSi 1%-iT ecema. ufro metic, Dell-ma daxvewa miwodebis jaWvis menejmenti. gasul wels, man mimwodeblebs mosTxova daxvewili programuli uzrunvelyofis gamoyeneba, romelic maT kompiuterul qsels aerTebs Dell-is fabrikebTan da saSualebas aZlevs

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Dell-is fabrika-qarxnebs Seavson maragi saWiroebisamebr dRis ganmavlobaSi. marto am programis meSveobiT Dell-ma dazoga 50 milioni dolari muSaobis pirveli 6 Tvis ganmavlobaSi. fasTa omis gamocxadebis Semdeg, Dell-is kompiuterTa fasebi 18%-ze ufro metad daeca, riTac konkurentebs dautova mxolod ramdenime efeqturi iaraRi. IBM-is reaqcia gamoixata misi personaluri kompiuterebis warmoebisa da gayidvis autsorsingiT. HP da Compaq-ma ki gaaerTianes Zalebi da kompaniebis Serwyma ganaxorcielos imis imediT, rom maStaburobis xarjze miaRwevdnen warmatebas. SarSan, Dell-ma ganavrco Tavisi dabali fasebis Tavdasxma printerebis bazarze, rac erTgvari muqara iyo momgebiani HP-is saqmianobisaTvis. `isini HP-is oqros kvercxebs eZeben,~ - ambobs erT-erTi analitikosi. `Tu Cven cotaTi mainc mivaRwevT warmatebas, HP-is seriozuli dabrkolebebi elis. am produqtebis gayidvisas, Cven vakeTebT fuls. rodesac Cveni konkurentebi gayidvisas ageben fuls,~ - ambobs maikl deli. 23 zemoT aRniSnulisgan gansxvavebiT, Kmart-is mier wamaxalisebeli fasebis arasworad gamoyenebam safuZveli Cauyara fasTa oms, romlis mogebac fasdaklebaTa moyvarul sacalo movaWres arasdros SeeZlo da firma gakotrebis piras dadga. (ix. marketingi muSaobis procesSi 9.2). unda gvaxsovdes, rom mastimulirebeli faswarmoqmna SeiZleba iyos gayidvebis efeqturi saSualeba garkveul pirobebSi, magram saziano, Tu mas gamoviyenebT rogorc dadgenil dietas.

siCqaris
koncefciebis

Serwyma

SemzRudavi
mSvenieri adgilia gantvirTvisTvis. moifiqreT zogierTi kompania da industria, romelic Tqveni azriT iyenebs mastimulirebel faswarmoqmnas.

bevrma idusrtiam Seqmna ,,momlodine'' myidvelebi. airCieT kompania erT-erTi industriidan da ganixileT is gzebi, romelTa saSualebiTac mas SeuZlia am problemis mogvareba rogor Seesabameba faseulobis koncefcia mastimulirebel faswarmoqmnas. mastimulirebeli faswarmoqmna matebs Tu ara raimes myidvelTa faseulobas?

geografiuli faswarmoqmna kompaniam aseve unda gadawyvitos Tu rogor fasebs daawesebs myidvelebisTvis, romelnic cxovroben qveynisa Tu msoflios sxvadasxva kuTxeSi. kompaniam Soreul myidvelebTan ufro maRali fasebi unda daawesos, raTa dafaros gadazidvis maRali xarjebi, Tu ara? Tu kompaniam unda daawesos erTi da igive fasebi yvela myidvelisTvis miuxedavad adgilmdebareobisa? Cven ganvixilavT geografiuli faswarmoqmnis xuT strategias Semdegi hi poTeturi situaciisaTvis. Peerless Paper Company mdebareobs jorjiis Statis qalaq atlantaSi da yidis qaRaldis nawarms aSS-s yvela StatSi. tvirTis gadazidvis xarji maRalia. Peerless-s surs daawesos geografiuli faswarmoqmnis politika. is cdilobs gansazRvros Tu rogor Seafasos 100 dolariani SekveTa sam specifikuri myidvelisTvis: myidveli A (atlantaSi); myidveli B (blemingtoni, indianaSi) da myidveli _ C (komptoni, kaliforniaSi). Peerless-is erT-erTi arCevania uTxras TiToeul myidvels gadazidvis xarjebis gadaxda atlantis fabrikidan myidvelis adgilmdebareobamde. samive ti pis myidveli gadaixdida SekveTaze qarxnis mier dawesebul erTi da igive fass 100 dolars, amasTan myidveli A gadaixdida gadazidvis 10 dolars;

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lobiT gayidvebi izrdeboda, specialuri angariSi gaugzavna mTavar ofiss. eqvs TveSi, Kmart-is yvela maRaziis ganuyofeli nawili gaxda kaSkaSa lurji manaToblebi. Kmart-Si BlueLight Specials-ebis arseboba oci weli grZeldeboda. Tumca sacalo vaWrobis scena dramatulad icvleboda da 1984 wlisaTvis, Wal-Mart-ma gauswro Kmart-s. 1980-iani wlebis bolos, Kmart-i gakotrebis piras aRmoCnda da BlueLight Specials-ic warsuls Cabarda. 26 wlis Semdeg, 1991 wels, Kmart-ma uari Tqva BlueLight Specialsze, raTa sabolood Seecvala imiji da aRmoefxvra yvela gadmonaSTi warsulidan. dRes, miuxedavad amisa, rodesac momxmareblebis umravlesoba ixsenebs Kmart-is aRmavlobis periods, isini pirvel rigSi, ixseneben BlueLight Specials-s.
adgilis damkvidrebisTvis warmoebuli kampaniis garda, Kmart-ma Seqmna satelevizio reklamebi, sadac lurji animaciuri manaToblebi cekvaven sxvadasxva melodiaze, fasebi ki maRaziaSi yoveldRiurad mcirde-

BlueLight Specials-i Kmart-isaTvis damRupveli aRmoCnda

iyo dro, rodesac Kmart-i aSS-s yvelaze didi sacalo movaWre iyo, cnobili Tavisi fasdaklebebiT, romelsac qveynis sxva qselebisgan gansxvavebiT yvelaze meti raodenobis maRazia da gayidvebis didi moculoba gaaCnda. mas mosdevda Wal-Mart-i operaciebis dabali xarjebis, efeqturi distribuciisa da `yovelTvis, yovelTvis dabali fasebis~ mqone. Wal-Mart-ma swrafad gadauswro Kmart-s. momxmareblebma male aRmoaCines, rom moulodnelad Wal-Mart-i moeqca lideris poziciaze _ is mudam sTavazobda dabal fasebs. 1980-90-ian wlebSi Kmart ibrZoda, Wal-Mart ki izrdeboda. 1990-ian wlebSi, myidvelebi, romlebic eZebdnen odnav ufro klasikur garemos maRaziis iersaxeSi, Tumca iseTs, rom ar yofiliyo sagrZnobi gansxvaveba fasebSi, waawydnen Target-s. es ukanaskneli sTavazobs alternativas, maTi TqmiT _ ,,gaZvaltyavebuli~ Wal-Mart-isgan gansxvavebiT. Target amtkicebs, rom is aris `daumarcxebeli fasdaklebebSi~. misi devizia _ `miiReT meti, gadaixadeT naklebi~. Target faseulobas awvdis maT, vinc aris fasebisadmi mgrZnobiare. Wal-Mart-isa da Target-is gamoCenam Kmart-s seriozuli safrTxe Seuqmna. Wal-Mart-ze maRali fasebisa da Target-Tan SedarebiT aramomxibvleli maRaziebis mqone Kmart CixSi moeqca _ is arafriT gamoirCeoda danarCenebisagan. ase rom, 2001 wlis dasawyisSi, Kmart-ma daiwyo bazarze axali adgilisaTvis brZola. man mizanSi amoiRo ojaxuri myidvelebi, romelTac sTavazobda yvelafers dawyebuli tansacmliT da damTavrebuli burRuleuliT. Tumca, imis nacvlad, rom Kmart-s faseulobaze orientacia aeRo, repozicionirebis mcdeloba swrafad gadaizarda dabal fasebze orientaciaSi. Kmar-ma yuradReba gaamaxvila dabali fasebze _ raTa konkurencia gaewia Wal-Mart-isTvis _ da mastimulirebel faswarmoqmnis kombinirebaze _ raTa gamoewvia aRfrTovaneba da amiT miezida myidvelebi. dasawyisisTvis, Kmart-ma Tavis maRaziebSi fasebi Seamcira 50,000-ze meti dasaxelebis nivTze, rac WalMart-is fasebs, mxolod 2%-iT CamorCeboda. maSin, rodesac es maCvenebeli 9%-s Seadgenda kampaniis dawyebamde. garda amisa, Kmart-ma aRadgina Zveli mastimulirebeli faswarmoqmnisTvis aucilebeli sayvareli saqmianoba. Kmart-ma xelaxla aanTo Tavisi ZvelisZveli BlueLight Special. specialuri, tradiciuli lurji manaTobeli, romelic wlebis win erT-erTi Kmart-is maRaziis menejerma gamoigona. bev-ri momxmareblisTvis, BlueLight Specials-i kvlav warmoadgens Kmart-is adreuli warmatebis simbolos.

1965 wlis dekemberSi, indianaSi, fort veinSi arsebuli Kmart-is maRaziis menejers, erl bartels Seeqmna problema. man ar icoda sad waeRo didi raodenobiT sadResaswaulo SesafuTi qaRaldi. sinamdvileSi ki arsebobdnen iseTi adamianebi, romlebic eZebdnen am masalas. bevri fiqris Semdeg, erli Sevida sportuli saqonlis seqciaSi da SearCia manaTobeli. man manaTobels garedan gadaaxvia lurji qaRaldi da Camokida maRaziis im gasasvlelSi sadac darCenli produqcia daklebul fasad iyideboda. erl bartelma es xriki gamoiyena da amiT xazi gausva im sagnebis arsebobas, romelzec fasdakleba iyo gamocxadebuli. rodesac man dainaxa, rom am fandis wya-

Blue Light ganidevna Kmart-dan: ,,BlueLight Specials''-ma da kampaniam deviziT _ ,,gabedeT Sedareba~, fasTa oms praqtikulad ver gauZlo da Kmart-s gamarjvebis Sansi ar dautova.
gagrZeleba ix. gv. 320

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boda. bolos, im imediT, rom ufro did warmatebas miaRwevda, Kmart-ma Seqmna BlueLight Specials-is axali da gaumjobesebuli versia. axali programa moicavda fasdaklebebis asaxvas yovel saaTSi erTxel, xmovani SetyobinebiT da specialuri lurji ganaTebis meSveobiT. miuxedavad didi imedebisa, lurjma manaToblebma ar gaamarTla. Kmart-ma ver dasZlia Wal-Mart-is dabal fasebs. Mmisi gayidvis, distribuciisa da operaciis xarjebi saSualod 15-20%-iT maRali iyo Wal-Mart-is analogiur danaxarjebTan SedarebiT. Kmart-i iZulebuli gaxda fasebi TviTRirebulebaze dabla daewia.

uaresic ki moxda _ Kmart-ma bolomde veRar axorcielebda BlueLigt Specials-is programas. CikagoSi arsebuli Kmart-is erTerTi maRaziis banerze gakeTda warwera: axla Tqven SeabijebT BlueLight Zone-Si. SeinarCuneT simSvide.~ yvela mSvidadaa, radgan veravin xedavs BlueLight Specials-s. menejeri imeds aZlevda, rom is erT saaTSi amuSavdeboda, magram amaod.
bolos, Kmart-i Seecada ewarmoebina `gabede Sedarebis~ kampania (e.w.

,,Dare to Compare~ sadac is Tavis fasebs adarebda iseTi fasdaklebis mimdevar maRaziebis fasebs, rogoricaa Target da Wal-Mart. am fasdaklebis kampaniamac kraxi ganicada. Kmart-i yovelTvis akeTebda araswor Sedarebebs. zogierT SemTxvevaSi is akeTebda moZvelebuli an araswori fasebis citirebas, sxva SemTxvevaSi ki is Tavis produqtebs adarebda iseT produqcias, romelic arc ki arsebobda sxva maRaziebSi. bolos, BlueLight Specials-isa da Dare To Compare-is ara sworad gaTvlilma kampaniebma datoves brZolis veli, radgan Kmart-s gamarjvebis aranairi Sansi ar hqonda. Ffasdaklebebis daumarcxebelma liderma WalMart-ma ki warmatebas miaRwia. rTuli gzis gavlis Semdeg _ is seriozulad miudga saqmes da Seamcira fasebi. Kmart-isaTvis Sedegi saSineli iyo _ man weliwadSi izarala 2.4 miliardi dolariT. 2002 wlisaTvis, erT dros fasdaklebebis lideri gaRatakebis piras aRmoCnda, man daxura Tavisi maRaziebis TiTqmis mesamedi da gaaTavisufla 60,000-ze meti TanamSromeli. Kmart-is aqciebma 68%iT iklo sul raRac 3 kviraSi. maSin rodesac, gayidvebi Wal-Mart-sa da Target-Si 8%-iT gaizarda.

Kmart-i gakotrebas gadaurCa da 2003 wels kvlav daiwyo swori pozicionirebis Zieba. Kmart-i ar apirebs axali omis wamowyebas Wal-Mart-Tan 10,000 funtian gorilasTan pirispir SebrZoleba sisulelea! es igivea, rom Sveicariam omi gamoucxados aSS-s. Wal-Mart-ma siamovnebiT miirTva Kmart-isTvis gankuTvnili lanCi,~_ acxadebs erT-erTi sacalo movaWris konsultanti.
wyaroebi: Excerpts adapted from Ann Zimmerman and Amy Merrick, Kmart Rivals Appear to Benefit from BlueLight, Wall Street Journal, September 7, 2001, p. B1; and Mark Danzig, By Design: The BlueLight Brand Story, Design Management Journal, Winter 2002, pp. 2632. Also see Amy Merrick, Target Sues Kmart Claiming Ads Misstate Prices in Comparisons, Wall Street Journal, August 22, 2001, p. B8; Debbie Howell, Kmarts New Ad Campaign Puts Spotlight on EDLP, DSN Retailing Today, September 17, 2001, pp. 1, 67; Alice Z. Cuneo, Ailing Kmart Surrenders in Price War, Advertising Age, January 21, 2002, pp. 1, 43; Keith Naughton, Crisis at Kmart: Not a Good Thing, Newsweek, January 28, 2002, p. 38; Constance L. Hays, Kmart Reports $2.42 Billion Annual Loss, New York Times, May 16, 2002, p. C1; Constance L. Hays, A New Start, a New Name. But Have Things Really Changed as Kmart Comes Out of Bankruptcy? New York Times, May 7, 2003, p. C9; and Kmart Corporation, Hoovers Company Profiles, Austin, June 15, 2003.

myidveli B 15 dolars; myidveli C ki 25 dolars. FOB- is faswarmoqmna gulisxmobs, rom saqoneli moTavsebulia ufasod pirdapir gadamzidvelis baqanze (anu Free on Board - FOB). am TvalsazrisiT Semdgomi pasuxismgebloba gadadis ukve myidvelze, romelic ixdis tvirTis gadazidvis Rirebulebas (e.w. fraxts) qarxnidan daniSnulebis adgilamde. imis gamo, rom myidveli TviTon irCevs xarjs, FOB-is faswarmoqmnis mxardamWerebi grZnoben, rom es aris yvelaze samarTliani gza, raTa daaweson tvirTis gadazidvis safasurebi. miuxedavad amisa, am arCevanis uaryofiTi mxarea Soreuli myidvelebisaTvis ufro maRali xarjebis daweseba. gadazidvis unificirebuli faswarmoqmna sawinaaRmdegoa FOB-is faswarmoqmnis. am SemTxvevaSi yvela myidvelisaTvis, miuxedavad maTi adgilmdebareobisa, kompania awesebs erTidaigive fass, romelSic transportirebis xarji Sedis. tvirTis gadazidvis safasuri dawesebulia, rogorc misi gadazidvis saSualo xarji. vTqvaT es fasi 15 dolaria. gadazidviT unificirebuli faswarmoqmna Sedegad gvaZlevs atlantis myidvelisaTvis ufro maRal fass (romelic ixdis 15 dolars 10 dolaris nacvlad) da ufro dabal fass komptonis myidvelisTvis (romelic ixdis 15 dolars 25 dolaris nacvlad). aseT viTarebaSi atlantis myidveli albaT upiratesobas mianiWebda sxva adgilobrivi qaRaldis mwarmoebeli kompaniisagan qaRaldis SeZenas, romelic iyenebs FOB-is faswarmoqmnas. Peerlesss ki aqvs ukeTesi Sansi gaimarjvos kaliforniis myidvelTan. gadazidviT unificirebuli faswarmoqmnis meore upiratesobaa is rom marTlac advilia misi administrireba da is saSualebas aZlevs firmas sajarod gaukeTos reklama Tavis fass. zonaluri faswarmoqmna mdebareobs FOB-isa da gadazidviT unificirebul faswarmoqmnas Soris. kompania awesebs 2 an met zonas. mocemuli zonis yvela myidveli ixdis erT srul fass. rac ufro Sorsaa zona, miT ufro maRalia fasi. magaliTad, Peerless-s SeuZlia dayos aSS aRmosavleT zonad da fraxtis saxiT zonis yvela myidvelisaTvis daawesos 10 dolari; Sua dasavleTis zonad, sadac fraxti 15 dolari iqneba da dasavleT zonad 25 dolariani fraxtiT. aseTi midgomis dros mocemuli zonis myidvelebi fasSi aranair upiratesobas ar iReben kompaniisagan. magaliTad: atlantisa da bostonis

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myidvelebi erT da imave fass uxdian Peerless-s, Tumca arsebobs uaryofiTi mxarec atlantis myidveli ixdis bostonis myidvelis fraxtis nawils (rodesac produqciis mwarmoebeli atlantaSia). aTvlis wertilis mixedviT faswarmoqmnisas, gamyidveli irCevs mocemul qalaqs, rogorc ,,aTvlis wertils da yvela momxmarebels axdevinebs tvirTis gadazidvis fuls arCeuli wertilidan momxmareblamde, miuxedavad imisa, Tu romeli qalaqidan gadis es saqoneli. magaliTad: Peerless-s SeuZlia sawyis wertilad gamoacxados Cikago da yvela myidvelisaTvis daawesos 100 dolari (TviT produqtis fasi) da amas damatebuli Cikagodan yvela daniSnulebis adgilamde saWiro tvirTis gadazidvis fasi. es imas niSnavs, rom atlantis myidveli ixdis gadazidvis xarjs Cikagodan atlantaSi imis miuxedavad, rom saqoneli atlantidan atlantaSi moZraobs. Tu yvela gamyidveli gamoiyenebda erTi da igive aTvlis wertils, gadatanis fasebi yvela myidvelisaTvis iqneboda igive da bolo moeReboda fasebiT konkurencias. iseTi industriebi, rogoricaa: Saqari, cementi foladi da avtomobilebi aTvlis wertilis mixedviT faswarmoqmnas iyenebdnen wlebis ganmavlobaSi. es meTodi dRes naklebad popularulia. zogierTi kompania irCevs ramodenime aTvlis wertils, raTa Seqmnas ufro meti elastiuroba. isini aweseben gadazidvis fass myidvelamde uaxloesi aTvlis wertilidan. da bolos, gamyidveli, romelsac Zalian unda garkveul myidvelTan biznesis keTeba SeiZleba airCios fraxtis absorbciis strategia. am dros kompania transportirebis xarjebs srulad, an nawilobriv ixdis. faswarmoqmna fraxtis absorbciiT gamoiyeneba imisaTvis, rom kompaniam SeaRwios garkveul bazarze da xeli daados mzard, konkurentunarian bazrebs. saerTaSoriso faswarmoqmna kompaniebma, romlebsac TavianTi produqti gaaqvT saerTaSoriso bazarze, unda gadawyviton, ra fasebs daaweseben im qveynebSi, sadac saqmianoben. zogierT SemTxvevaSi kompanias SeuZlia daawesos unificirebuli fasi. magaliTad: Boeing Tavis reaqtiul TviTmfrinavebs yidis erTi da imave fasSi yvelgan aSS-Si, evropasa Tu msoflios mesame qveynebSi. miuxedavad amisa, kompaniaTa umravlesoba cdilobs moargon TavianTi fasebi, adgilobrivi bazris pirobebs. fasi, romelic kompaniam unda daawesos erT specifikur qveyanaSi damokidebulia bevr faqtorze ekologiuri pirobebi, konkurentuli garemo, kanonebi da maregulirebeli wesebi, sabiTumo Tu sacalo vaWrobis sistemis ganviTareba. myidvelis aRqma da upiratesobebi aseve gansxvavdeba sxvadasxva qveynebSi, rac aseve ganapirobebs sxvadasxva fasebis aucileblobas. SesaZloa kompanias, sxvadasxva marketinguli mizani amoZravebdes msoflios sxvadasxva bazrebze, rac Tavis mxriv moiTxovs cvlilebebs faswarmoqmnis strategiaSi. magaliTad, Tu Panasonic-s unda swrafad moi povos bazris didi wili maRalganviTarebuli qveynebis gajerebul bazrebze Tavisi axali produqtiT, man unda gamoiyenos bazarze SeRwevis faswarmoqmnis strategia. da piriqiT, is SesaZloa Sevides naklebad ganviTarebul bazarze, fasze naklebad mgrZnobiare, ufro patara segmentebis mizanSi amoRebiT. am SemTxvevaSi upiratesobas mianiWebs ,,naRebis moxdis faswarmoqmnis strategias. saerTaSoriso fasebis dawesebisas mniSvnelovan rols TamaSoben xarjebi. mogzaurebi gaocebulni arian, rodesac sazRvargareT yofnisas aRmoaCenen, rom igive saqoneli, romelic TavianT qveyanaSi iafad fasobs, iq Zalze Zviria. Levisis Sarvali, romelic aSS-Si 30 dolari Rirs, tokioSi 63 dolarad fasobs, xolo parizSi 88 dolarad iyideba. McDonalds-is Big Mac-i aSS-Si 2.25 dolari Rirs, xolo moskovSi 5.75 dolari. Oral-B-is kbilis jagrisi Tu aSS-Si 2.29 dolari Rirs, CineTSi 10 dolari iyideba. piriqiT, Tu Gucci-is xelCanTa italiaSi 60 dolari Rirs, aSS-Si misi fasi 240 dolaria. zogierT SemTxvevaSi fasebis aseTi eskalacia SeiZleba gamowveuli iyos gayidvis strategiebisa Tu bazris pirobebis sxvadasxvaobiT. Tumca, ZiriTad SemTxvevaSi amis mizezi sxva qveyanaSi gayidvisTan dakavSirebuli ufro maRali xarjebiT aris ganpirobebuli. es xarjebi SeiZleba iyos produqtis modifikaciis, gadazidvisa da dazRvevis, importis tarifebi da gadasaxadebis, valutis kursis gacvlis cvalebadobisa an fizikuri distribuciis.

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magaliTad Campbell-ma aRmoaCina, rom distribucia gaerTianebul samefoSi 30%-iT meti Rirs, vidre aSS-Si. amerikeli sacalo movaWreebi, Cveulebriv yiduloben didi raodenobiT wvnians. maTgan gansxvavebiT, inglisis sasursaTo maRazia Seisyidis patara raodenobiT wvnians. TiToeuli SekveTa ki saWiroebs gadazidvas. aseTi patara SekveTebisaTvis Campbell iZulebuli gaxda, daematebina damatebiTi biTumad movaWre Tavisi evropuli arxisaTvis. SedarebiT patara SekveTebi kompaniebma, romelTac saerTaSoriso bazrebze gaaqvT produqcia, unda gadawyviton ra fasebi daaweson sxvadasxva qveynebSi. aseve gulisxmobs, rom ingliseli sacalo movaWreebi 2 an 3jer ufro xSirad akeTeben SekveTebs, ris gamoc izrdeba gadasaxadebi da SekveTasTan dakavSirebuli xarjebi. am da sxva faqtorebma Campbell aiZula daewesebina ufro maRali fasebi wvnianze gaerTianebul samefoSi. 24 ase rom, saerTaSoriso faswarmoqmna iwvevs garkveul problemebsa da kompleqsurobas. saerTaSoriso faswarmoqmnis sakiTxebs ufro detalurad ganvixilavT me-15 TavSi.

fasis cvlilebebi
sakuTari faswarmoqmnis struqturebisa da strategiebis ganviTarebis Semdeg, kompaniebi xSirad xvdebian iseT situaciebSi, sadac maT uwevT fasis cvlilebeba, an reagireba moaxdinon konkurentebis mier fasebis cvlilebebze. fasis cvlilebebis inicireba zog SemTxvevaSi, kompaniam SesaZloa aRmoaCinos, rom saWiroa fasis Semcireba an piriqiT, misi gazrda. orive SemTxvevaSi, man unda gaiTvaliswinos myidvlebisa da konkurentebis SesaZlo reaqciebi. fasebis Semcirebis inicireba. arsebobs situaciebi, romlebsac SeuZlia kompania miiyvanos fasebis Semcirebis gadawyvetilebamde. erT-erTi aseTi garemoeba aris Warbi samrewvelo moculobebi. am SemTxvevaSi, firmas sWirdeba meti biznesis keTeba da ar SeuZlia amis uzrunvelyofa produqciis gaumjobesebiT an sxva zomebiT. man SesaZloa uari Tqvas `lideris gayolis faswarmoqmnis~ strategiaze, anu wamyvani konkurentis msgavsi fasis dawesebaze da agresiulad Seamciros fasebi, raTa gazardos gayidvebi. magram rogorc aviaxazebis, saamSeneblo konstruqciuli danadgarebis, swrafi kvebisa da sxva industriebis bolo wlebis magaliTebi gvaswavlis, industriaSi fasebis Semcirebas mivyavarT fasTa omamde, vinaidan konkurentebi cdiloben mtkiced SeinarCunon TavianTi bazris wili. meore situacia, romelsac mivyavarT fasebis cvlilebamde aris Zlieri fasTa konkurenciis pirobebSi bazris wilis Semcirebis saSiSroeba. aSS-s industriaTa garkveulma ricxvma (avtomobilebis, samomxmareblo eleqtroteqnikis, foladis warmoebis) dakarga bazris wili iaponel konkurentebTan brZolaSi, romlebic SedarebiT maRalxarisxian produqtebs dabali fasebSi yididnen. amis sapasuxod, amerikulma kompaniebma airCies ufro agresiuli faswarmoqmnis meTodi. kompanias aseve SeuZlia Seamciros fasebi im mizniT, rom SedarebiT dabali xarjebiT dominireba moaxdinos bazarze. kompania an iwyebs am process konkurentebTan SedarebiT dabali xarjebis pirobebSi, an fasebis Semcirebas iwyebs im imediT, rom moi povos meti bazris wili, romelic SemdgomSi Seamcirebinebs xarjebs. Bausch & Lomb-ma gamoiyena agresiuli dabali _ xarjis,

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dabali _ fasis strategia, raTa gamxdariyo adreuli lideri kontaqturi linzebis konkurentul bazarze. fasebis gazrdis inicireba. warmatebul fasTa zrdas SeuZlia Zalze gazardos mogeba. magaliTad: Tu kompaniis mogebis marJa gayidvebis 3%-s Seadgens. 1%-iani fasis zrda mogebas gazrdis 33%-iT, Tu gayidvebis moculoba ucvleli iqneba. fasis zrdis ZiriTadi faqtori xarjebis inflaciaa. mzardi xarjebi Seamcirebs mogebis marJas da Sedegad kompanias aiZulebs gazrdili xarjebis tvirTi gadaanawilos momxmarebelze gazrdili fasebis saxiT. fasTa zrdis meore mniSvnelovani faqtoria gadaWarbebuli moTxovna: mdgomareoba, rodesac kompanias ar SeuZlia daakmayofilos myidvelis yvela saWiroeba. am SemTxvevaSi is zrdis fasebs, iyenebs myidvelTaTvis produqtebis normirebas, an orives erTad. kompaniebs TavianTi fasebis gazrda SeuZliaT ramodenime gziT, raTa ar CamorCnen mzard xarjebs. fasebi SeiZleba gaizardos TiTqmis uxilavad fasdaklebebis praqtikis SemcirebiT an produqtis seriaSi SedarebiT maRali fasebis mqone produqtebis damatebiT. fasebis gazrda SeiZleba Riad moxdes. kompaniebma unda moifiqron, Tu vin ganaxorcielebs mzardi fasebis wardgenis saCoTiro amocanas. myidvelebis mexsiereba xangrZlivia. maT SeiZleba zurgi Seaqcion kompaniebs an mTel industriasac ki, Tu isini aRiqvamen, rom kompaniebi fass xelovnurad zrdian. swored aseTi SemTxveva dafiqsirda burRuleulis industriaSi 1990-ian wlebSi. industriis liderma Kellogg-ma mzardi xarjebis gadafarva da mogebis ganakveTis SenarCuneba moaxerxa produqciaze fasebis gazrdis meSveobiT. Tumca, amavdroulad myidvelisTvis damatebiTi faseuloba ar SeuTavazebia. sabolood, imedgacruebulma myidvelebma gabrazebiT erTgvarad iZies Suri da brendis mqone burRuleuli gacvales SedarebiT iaffasean kerZo iarliyis myone brendze. uaresic, bevri momxmarebeli gadaerTo naklebad ZviradRirebul, ufro martivad mosaxmar sauzmis sakvebze, rogoricaa: bublikebi, keqsi da sasauzme briketebi. Sedegad, aSS-Si burRuleulis gayidvebi yovelwliurad 3-4% iklebda. ufro metic, kerZo brendebs axla ukaviaT amerikis burRuleulis bazris 20%. Kellogg-is bazris wili 33%-mde Semcirda, maSin rodesac daaxloebiT 10 wlis win es maCvenebeli 42% udrida. ase rom, myidvelebi cota xnis ganmavlobaSi ixdidnen gazrdil safasurs, Kellogg-s ki didxans mouwevs.25 am problemis Tavidan asacileblad arsebobs ramodenime saSualeba. pirveli gulisxmobs samarTlianobis im grZnobis SenarCunebas, romelic Tan axlavs fasTa zrdas. fasTa zrdas mxars unda uWerdes kompaniis komunikacia, romelic myidvelebs miawvdis informacias Tu ratom izrdeba fasebi. Tavidan naklebad xiluli fasTa cvlilebebic kargi saSualebaa. zogierTi aseTi magaliTi moicavs _ fasdaklebebis gauqmebas, minimaluri SekveTebis zomebis zrdas da dabali marJis mqone produqtebis warmoebis Semcirebas. kompaniis gayidvebis personali unda daexmaros biznes-klientebs ekonomiaSi. SeZlebisdagvarad, kompaniam unda ifiqros gzebze, romelic SesaZlebels gaxdis moTxovnis dakmayofilebas mzardi fasebis gareSe. magaliTad, mas SeuZlia moifiqros xarjebis ekonomiis efeqturi gzebi, raTa awarmoos an distribucia gaukeTos Tavis produqtebs. fasis zrdis gareSe, mas SeuZlia cotaTi Seamciros zoma an wona Tavisi produqtis, rasac xSirad akeTeben tkbileulis mwarmoeblebi. mas SeuZlia gamoiyenos naklebad ZviradRirebuli ingredientebi, an umniSvnelod Secvalos zogierTi produqtis damaxasiaTebeli niSan-Tviseba. gamoiyenos nakleb xarjiani SefuTva Tu momsaxureba. agreTve SesaZlebelia produqtebisa da momsaxurebebis danawevreba, elementebis Secvla da maTi calkeulad Sefaseba, romelic SeTavazebis nawili iyo. magaliTad, IBM-i axla sTavazobs treiningsa da konsaltings, rogorc calke faseul momsaxurebas. myidvelis reaqciebi fasTa cvlilebaze. fasis gazrda an Semcireba zemoqmedebs myidvelebze, konkurentebze, distributorebze, mimwodeblebze da SesaZloa daainteresos aseve mTavrobac. myidvelebi yovelTvis pirdapir ver aRiqvamen fasebs. maT SeiZleba fasis Semcireba ramdenime saxiT dainaxon. magaliTad: ras ifiqrebT, Tu `yvelaze ZviradRirebuli surnelis mqone~

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sunamo Joy-is fasi ganaxevrdeba? an ra moxdeba Tu IBM-i uceb sagrZoblad Seamcirebs fasebs personalur kompiuterebze? Tqven SesaZloa ifiqroT, rom kompiuterebi albaT Seicvleba axali modelebiT an rom am ukanasknelT aqvT raRac nakli, ris gamoc Semcirda masze fasi. Tqven SesaZloa ifiqroT, rom IBM tovebs kompiuterebis bizness da ar darCeba am biznesSi sakmao xans imisaTvis, rom mogvawodos produqti momavalSi. Tqven SesaZloa daarwmunoT sakuTari Tavi, rom xarisxma iklo an daaskvnaT, rom fasi kidev ufro daecema SemdgomSi. amis msgavsad, fasis zrdas, romelic Cveulebriv amcirebs gayidvebs, SesaZloa hqondes ramdenime dadebiTi mniSvneloba myidvelisTvis. ras ifiqrebdiT, Tu IBM gazrdida fass Tavisi bolo modelis personalur kompiureterze? erTis mxriv, SeiZleba ifiqroT, rom es nivTi `cincxalia~ da SeiZleba male sul gaiyidos. an Tqveni azriT am kompiuters raRac araCveulebrivi maxasiateblebi aqvs. meores mxriv, Tqven SeiZleba ifiqroT, rom IBM cdilobs maqsimumi miiRos myidvelebisgan. konkurentTa reaqciebi fasTa cvlilebebze. kompanias, romelic cvlis fasebs unda awuxebdes Tavisi konkurentebis reaqciebi, iseve rogorc myidvelebis. konkurentebma yvelaze metad reaqcia unda gamoxaton maSin, rodesac kompaniaTa raodenoba, romelnic am saqmiT arian dakavebuli cotaa, rodesac pro myidvelis reaqciebi fasebis Secvlaze: ras ifiqrebT duqti erTgvarovania da rodesac myidvelebi karTu sunamo Joy-is fasi uecrad ganaxevrdeba? gad informirebulni arian. rogor SeeZleba kompanias winaswar ganWvritos Tavisi konkurentebis SesaZlo reaqciebi? problema kompleqsuria, imitom rom iseve rogorc myidvelebi, konkurents SeuZlia kompaniis mier fasis Semcireba axsnas sxvadasxva gziT. SeiZleba man ifiqros, rom kompania cdilobs xelT igdos bazris ufro didi wili. konkurentma, SesaZloa, isic ifiqros, rom kompanias surs mTels industriaSi Seamciros fasebi, raTa gazardos mTliani moTxovna. kompaniam unda gamoicnos TiToeuli konkurentis SesaZlo reaqcia. Tu yvela konkurenti erTnairad moiqceva, es jamSi miscems mxolod ti piuri konkurentis gaanalizebis saSualebebs. misgan gansxvavebiT, Tu konkurentebi erTnairad ar moiqcevian albaT maTi zomis, bazris wilis an politikis gansxvavebaTa gamo, maSin aucilebelia calkeuli analizi. magram, Tu zogierTi konkurenti Seegueba fasTa cvlilebas, mosalodnelia, rom danarCenebic mibaZaven maT. gamoxmaureba fasTa cvlilebebze amjerad Cven SevabrunebT SekiTxvas da ase davsvamT: rogori reaqcia unda hqondes firmas konkurentis mier fasTa cvlilebebze. firmam unda ganixilos ramdenime sakiTxi: ratom Secvala konkurentma fasi? ra iyo amis mizezi ufro meti bazris wilis moxveWa damatebiTi moculobebis gamoyenebiT, cvalebadi xarjebis pirobaTa Tanxvedra, Tu mTlianad industriaSi fasTa cvlilebebis gamowveva? industriis gaZRola? fasTacvla droebiTia Tu permanentuli? ra mouva kompaniis bazris wils da mogebas Tu kompania sapasuxo reaqcias ar miscems? apireben sxva kompaniebi reaqciis gamoxatvas? da rogori iqneba konkurentis da sxva firmebis reaqciebi TiToeul SesaZlo qmedebebze? am sakiTxebis garda, kompaniam unda gaakeTos SedarebiT farTo analizi. man unda gansazRvros sakuTari produqtebis mdebareoba produqtis sasicocxlo ciklSi, produqtebis mniSvneloba kompaniis produqtis kompleqsSi, konkurentis ganzraxvebi da resursebi, da fasTa cvlilebaze myidvelTa

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SesaZlo reaqciebi. Tumca, im momentSi, kompanias yovelTvis ar SeuZlia gaakeTos farTo analizi Tavis alternativebze. konkurentma SesaZloa bevri dro dauTmos am gadawyvetilebis momzadebas, magram sapasuxo reaqcia SesaZloa aucilebeli gaxdes ramdenime saaTSi an dReSi. suraTi 9.6 gviCvenebs gzebs, romliTac kompaniam SeiZleba Seafasos da reaqcia moaxdinos konkurentis fasis daklebaze. warmovidginoT, rom kompaniam Seityo konkurentis mier fasis Semcirebis Sesaxeb da gadawyvita, rom es fasis Semcireba zians miayenebs kompaniis gayidvebs da mogebas. kompaniam SeiZleba gadawyvitos arsebuli fasisa da mogebis marJis SenarCuneba. am dros kompania varaudobs, rom ar dakargavs bazris wils, an varaudobs, rom fasis SemcirebiT mogeba Seumcirdeba sagrZnoblad. an man SeiZleba gadawyvitos, rom unda moicados da reagireba moaxdinos, rodesac ufro met informacias moi povebs konkurentis fasTa cvlilebis efeqtebze. Tumca, argumenti amgvari strategiis winaaRmdeg imaSi mdgomareobs, rom amasobaSi konkurenti SesaZloa gaZlierdes da ufro gamocdili gaxdes, rodesac misi gayidva gaizrdeba da am SemTxvevaSi, aRmoCndeba, rom Tqveni kompania Zalian didxans elodeboda, raTa sapasuxo reaqcia gaekeTebina. Tu kompania gadawyvets, rom unda iqnes gatarebuli sapasuxo qmedebebi, mas SeuZlia oTxidan erT-erTi reaqciis gakeTeba. pirveli, mas SeuZlia Tavisi fasis Semcireba. am dros igi fiqrobs, rom bazari mgrZnobiarea fasis mimarT da rom is mebrZoli brendi: Kimberly-Clark sTavazobs Scott-is brendakargavs Zalian did bazris wils naklebfasian dis qaRaldis xelsaxocis rulons, rogorc `Bounty-is konkurentTan brZolaSi. SesaZloa is wuxs imaze, mkvlels.~ es brendi kargad akmayofilebs myidvelebis rom dakarguli bazris wilis xelaxali mopoveba moTxovnebs, magram iyideba ufro iafad vidre P&G-is Bounty. Zalian Zneli iqneba. zogierTma kompaniam aseve unda Seamciros TavianTi produqtis xarisxi, momsaxurebebi da marketinguli komunikaciebi, raTa miaRwios sasurvel mogebis marJas. magram, es sabolood daazianebs grZelvadaSi bazris wilis maCveneblebs. kompania unda Seecados Tavisi xarisxis SenarCunebas fasTa klebis paralelurad.

suraTi 9.6
konkurentebis fasis cvlilebebis Sefaseba da maTze reagireba

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marketingi muSaobis procesSi

9.3

biznesi saqarTveloSi
,,saqarTvelos telekomi~: satarifo politika safaso konkurenciis pirobebSi
kompaniam SeZlo. bazarze konkurenciis gaCenis dRidan (garkveulwilad dRemde), konkurenciis yvelaze aqtualur formad Camoyalibda safaso konkurencia, rac gamowveuli oyo momxmareblis fasze maRali mgrZnobelobiTaA da konkurentebis mxridan SeTavazebul servisebsDSoris diferenciaciis realurad ararsebobiT. aRniSnul siatuaciaSi axladSeqmnili kompaniebi aRmoCndnen bevrad ufro moqnilebi tradiciul operatorTan SedarebiT, rasac ori ZiriTadi mizezi hqonda: pirveli iyo kompaniebis xarjebis sakiTxi: kerZod, axal kompaniebs bevrad iafi ujdebodaT satelekomunikacio kavSirebis organizeba sxvisi teqnikuri resursebis gamoyenebiT (an, xSir SemTxvevaSi, maRalxarisxiani satelefono momsaxurebis nacvlad dabalxarisxiani internet telefoniis SeTavazeba), vidre saqarTvelos telekoms maRali xarisxis servisis warmoeba sakuTari mZlavri infrastruqturis Senaxvaeqspluataciis xarjze, rac TavisTavad aisaxeba faswarmoqmnis procesze... da meore : erTis mxriv dempinguri fasebiT bazris dapyrobis, meores mxriv ki, momxmareblis sazianod, kompaniebis mxridan uzomod maRali marJebis dawesebis tendenciebis Tavidan acilebis mizniT, saqarTvelos komunikaciebis maregulirebelma komisiam daawesa tarifebis zeda da qveda zRvrebi, romlis dacva savaldebulo iyo rogorc saxelmwifo, ise axladSeqmnili kerZo kompaniebisaTvis. Tumca, es ukanasknelni araoficialurad mainc axerxebdnen tradiciul operatorze dabali (igulisxmeba dawesebul qveda zRvarze dabali) fasebis SeTavazebas, radgan kontrolis mTeli simkacre saxelmwifo sakuTrebaSi arsebul saqarTvelos telekomze modioda. Sedegad, tradiciuli operatoris sabazro wili yovelwliu-

saerTaSoriso operatori _ saqarTvelos telekomi Seiqmna 1994 wels da 4 wlis ganmavlobaSi praqtikulad gaxldaT erTaderTi kompania saqarTveloSi, romelic emsaxureboda saerTaSoriso da saqalaqTaSoriso satelefono darekvebis bazars. mis saqmianobas, maT Soris satarifo politikas gansazRvravda saxelmwifo, romelic gaxldaT kompaniis sakont-rolo

paketis mflobeli. monopolizmis pirobebSi saerTaSoriso operatoris momsaxurebis fasebi erTmniSvnelovnad maRali iyo. aRniSnul sferoSi bazris liberalizacia daiwyo 1999-2000 wlebidan. saxelmwifom gasca 20-ze meti Sesabamisi licenzia, Tumca saerTaSoriso satelekomunikacio bazris ZiriTad moTamaSed formireba SeiZleba iTqvas mxolod 6

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rad mcirdeboda. momxmareblis mxridan wlebis ganmavlobaSi erTaderTi kompaniis servisiT sargeblobis inercia konkurenciis zrdis proporciulad klebulobda. arsebuli situaciidan gamosavlis moZebnaSi saqarTvelos telekoms xeli Seuwyo orma mniSvnelovanma cvlilebam da kerZod: 1. 2005 wlis dasawyisSi moxda Sps saqarTvelos telekomis privatizacia da misi sakontrolo paketi gadavida amerikeli investoris xelSi. Sesabamisad, kompania moeqca kerZo interesTa sferoSi, ramac dasabami daudo konkretul, mizanmimarTul qmedebebs, saerTaSoriso satelefono momsaxurebis biznesSi warmatebis misaRwevad. kerZod, ganxorcielda kompaniis restruqturizacia, teqnikuri da SromiTi resursebis optimizacia, ramac xeli Seuwyo fiqsirebuli xarjebis Semcirebas. paralelurad, kompanias gza gaexsna damoukidebeli gadawyvetilebebisaken, romlebic mTlianad marketingul gaTvlebze iqneboda orientirebuli. 2005 wlis 15 martidan maregulirebeli komisiis mier gauqmda qveda satarifo zRvrebi da kompaniebs saSualeba miecaT sakuTari Sexedulebebisa da SesaZleblobebisamebr daedginaT saerTaSoriso satelefono momsaxurebis fasebi. ra gadawyvetileba miiRo saqarTvelos telekomma aRniSnul situaciaSi? gaiTvaliswina ra Semdegi garemoebebi: 1. maSindeli saerTaSoriso satelekomunikacio bazris marketingulma kvlevam calsaxad aCvena: saqarTvelos telekomi aRiqmeboda ararealurad Zvir kompaniad. misi momsaxureba momxmarebels, miuxedavad maRali xarisxisa, ar uRirda am fasad. zogadad, satelefono kavSorebis xarisxi momxmareblis qcevis (arCevanis) erT-erTi mTavari ganmsazRvreli faqto-ria, magram mocemul bazars maSin axasiaTebda Semdegi specifika momxmarebeli, realuri gansxvavebis miu2.

xedavad (telekmis sasargeblod), ver axdenda konkurenti kompaniebis xarisxebis diferenci-rebas; 2. aRniSnuli servisis, rogorc produqtis xasiaTi (igulisxmeba produqtis maxasiaTeblebis nakleboba) da qveynis socialurekonomikuri viTareba ganapirobebda fasze momxmareblis maRal mgrZnobelobas, rac faqtobrivad gaxldaT telekomis sabazro wilis klebis calsaxa mizezi; amgvar viTarebaSi produqtis brendingi iqneboda Zneli an, ufro zustad, naadrevi;

3.

4. regulatoris mier dawesebuli qveda zRvruli tarifi, praqtikulad, ganaxevrebis SemTxvevaSic ki iZleoda kompaniisaTvis momgebian marJas; 5. `telekomisTvis cnobili iyo konkurentebis pozicia: TiToeuli maTgani eloda cvlilebebis dawyebas sxvisgan, rom konkurentis qmedebebze orientirebiT mieRo sakuTari gadawyveti-lebebi; `saqarTvelos telekomi veRar daicdida, mas unda daengria wamgebiani imiji da daebrunebina dakarguli bazari, amitom airCia fasebis Semcirebis strategia, romelic gamoirCeoda Semdegi specifikiT: a) `telekomi unda yofiliyo erTmniSvnelovnad pirveli, vinc gamovidoda fasebis Semcirebis ganacxadiT; b) kompaniis axali tarifebi unda yofiliyo konkurentebis im droisaTvis moqmed tarifebze sagrZnoblad dabali, raTa momxmareblisTvis es yofiliyo ara ubralod fasdakleba, aramed saerTaSoriso darekvebis sferoSi fasTa axali eras dasawyisi. Sedegad: 1. axali, revoluciuri fasebiT momxmarebelis MmoTxovnis zedakmayofilebas myisierad moyva telekomis sabazro wilis zrda (10%-iT); 2. axal tarifebSi kompaniis mier datovebuli, normaluri marJisa da gayidvebis zrdis Tanafardoba dauyovnebliv aisaxa Semosavlebis matebaSi; 3. `saqarTvelos telekomma rogorc iqna daangria usafuZvlod

Zviri kompaniis imiji, momxmarebels gauCnda gancda, rom masze zrunaven, rac, Tavis mxriv, aisaxa maT loialurobaSi. metic, pirveldamwyebis poziciam gana-piroba is, rom momxmarebeli dRemde, ukve Secvlil situaciaSic ki (qvemoT iqneba ganxiluli) aRniSnavs _ saqarTvelos telekoms kargi fasebi aqvs. `saqarTvelos telekomis safaso politikas moyva mosalodneli reaqcia konkurenti firmebisagan. saerTaSoriso operatorebi eTmeneTis miyolebiT agdebdnen fasebs saerTaSoriso saubrebze, rac, saboloo jamSi, araprognozirebad satarifo omSi gadaizarda. fasTa Skalaze telekomi kvlav zeda fasTa zRvarze moeqca, Tumca konkurenciaSi monawileob-aze man calsaxa uari Tqva. amjerad `saqarTvelos telekomma miznad daisaxa sabazro wilis SenarCu-neba sakuTari marJis Semcirebis gareSe. satarifo omis dawyebis pirvel talRaze SeiniSna telekomidan momxmareblis sagrZnobi gadinebis tendencia, Tumca, Zalian maleve klientebma ukanve daiwyes dabruneba. rogorc Cans, telekomis axali tarifi, maRali xarisxis konteqstSi, ukve misaRebi aRmoCnda momxmareb-lisaTvis. amasTan, unda aRiniSnos isic, rom dausrulebelma satarifo omma konkurenti kompaniebis marJebi kritikul zRvrebamde miiyvana, rasac, Cveulebriv, ZviradRirebuli xarisxis naklebRirebuli uxarisxobiT Canacvleba moyveba xolme. fasebis zogadi liberalizaciis fonze, bazarze dafiqsirda xarisxze moTxovna, rac droulad iqna dafiqsirebuli telekomis mier, axali marketinguli kvlevis saSualebiT. swored es gaxldaT kompaniis axali _ faseulobisa da damatebuli faseulobis strategiebis amosavali wertili. maSin, rodesac konkurenti kompaniebi agrZelebdnen fasTa daklebis maraTons, telekomma aqcenti aiRo momsaxurebis xarisxze, angariSsworebis sistemis daxvewaze, damatebiTi momsaxurebis formebze, momxmarebelTa uflebebis dacvaze da sxva. erTi sityviT yvelafer

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imaze, rac mis servis ganasxvavebda konkurentebis servisebisagan. arCeuli strategiis warmatebulma marketingulma ganSlam safuZveli Cauyara kmpaniis dapozicionirebas, rogorc umaRlesi xarisxis servisi, karg fasebSi. am formiT pozicionirebuli kompaniis momxmarebelTa ricxvi sakmaod maRalia, Sesabamisad, telekomis sabazro wilma, marJebis Semcirebis gareSe, mZaf-ri konkurenciis pirobebSic ki, TiTqmis 35 % Seadgina. dRes, bazris SenarCunebis mizniT (konkurentebis mxridan momxmareblis dabali tarifebiT mudmivi cdunebis fonze), telekomi mimarTavs momxmaeblis stimulirebis sxvadasxva xerxs: promo aqciebs, sadResaswaulo, sezonur da individualur fasdaklebebs (princi pi: rogor da rodis SeiZleba miviRoT maRali xarisxis produqti fasdaklebiT); axali klientis mozidvis mizniT ki _ inovaciur marketingsa da efeqtur gayidvebs. nebismier SemTxvevaSi, kompania moqmed tarifebSi inarCunebs ukve erTxel dawesebul marJas, razec damokidebulia kompaniis mogeba. amasTan,

xarisxisa da fasis Sesabamisobis faqtors gadamwyveti mniSvneloba eniWeba pozicionirebis ukve arCeuli xazis ganmtkicebisa da saqarTvelos telekomis brendad CamoyalibebisaTvis. ,`kompaniisTvis prioritetuli uSualod momxmarebelis moTxovnilebaTa gaTvaliswinebaa, magram amave dros vcdilobT vimoZraoT sxva mimarTulebiTac, kerZod Cven arCevani gavakeTeT qvelmoqmedebasa da mecenatobaze socialuri da kulturul-SemecnebiTi kuTxiT~, _ acxadebs ,,telekomis marketingis da gayidvebis departamentis direqtori mixeil zibzibaZe. ,,saqarTvelos telekomma 2006 weli socialur problemebze orientirebul wlad gamoacxada da ganaxorciela yvelaze daucveli, kaTarzisis umweo xandazmulTaTvis oTxTviani saqvelmoqmedo proeqti. yoveldRiurad, kaTarzisis ramdenime aseuli xandazmuli srulyofili racionis cxel sadils iRebda. proeqtis ganxorcielebaSi aqtiurad iyo CarTuli sazogadoeba, kerZod momxmareblebis mier kodi 8-10-is moxmarebis dinamika pirdapir kavSirSi iyo saqvelmoqmedo gadaric-

xvebTan. saqarTvelos telekomma Tavisi aqciiT daexmara socialurad daucvel fenebs da xeli Seuwyo saqarTveloSi biznes-seqtoris socialuri pasuxismgeblobis gaRvivebas. 2007 wels saqarTvelos telekomi aqcents kulturul-SemecnebiTi mimarTulebiT akeTebs. xorcieldeba ramdenime satelevizio proeqti telekompania imedis meSveobiT, kerZod Cveni saqarTvelo, artkomunikacia da gadacema etaloni. Tamamad SegviZlia vTqvaT, rom saqarTvelos telekomi Tavisi moRvaweobiT xels uwyobs, saqarTveloSi sayovelTaod aRiarebuli iseTi marketinguli princi pebis ganviTarebas, rogoricaa: inovaciur Rirebulebebze orientacia, sazogadoebrivi/socialuri pasuxismgeblobis SegrZneba da amitom bunebrivicaa, rom bolo ori wlis manZilze, saqarTvelos telekomi araerT nominaciaSi gamovida gamarjvebuli da dasaxelda saukeTeso kompaniad saerTaSoriso operatorebs Soris.

alternatiuli gza aris kompaniis mier Tavisi fasis SenarCuneba da, amavdroulad, Tavisi SeTavazebis aRqmuli faseulobis gazrda. amas miaRwevs gaumjobesebuli komunikaciis saSualebiT, sadac xazi unda gaesvas produqtis faseulobebs. mesame gza aris kompaniis mier produqciis xarisxis gaumjobeseba da fasis gazrda, riTac Tavis brends gadaiyvans SedarebiT maRali fasis klasSi. ufro maRali xarisxi amarTlebs ufro maRal fass, romelic samagierod unarCunebs kompanias maRal mogebis marJas. an kompanias SeuZlia SeinarCunos fasi arsebul produqtze da waradginos axali brendi ufro maRali fasiT. sabolood, kompanias SeuZlia gamouSvas dabali fasis mqone `mebrZoli brendi~. es gulisxmobs produqtis seriaSi dabalfasiani produqtis damatebas an calke dabali fasis brendis Seqmnas. aseTi gadawyvetilebis miReba saWiroa maSin, rodesac dakarguli bazari fasisadmi mgrZnobiarea da masze ukeTesi xarisxis argumentebi ar moqmedeben. magaliTad, P&G Tavisi brendebis didi raodenoba aqcia `mebrZol brendebad~, maT Soris iyo Luvs-is erTjeradi gamoyenebis Cvili bavSvebis saxvevebi, Joy-is WurWlis sarecxi fxvnili da Camey-is saponi. samagierod, P&G-is konkurenti Kimberly-Clark-i Tavis faseulobis Sesabamisi fasis mqone Scott-is qaRaldis xelsaxocebis brends afasebs, rogorc `Bounty-is (P&G-is brendia) mkvlels~. reklamaSi is Scott Towel-s axasiaTebs, rogorc `Cveulebrivi daniSnulebis mqone rulons.~ brendi kargad akmayofilebs myidvelis moTxovnebs, magram iyideba ufro dabal fasad, vidre P&G-is Bounty-is brendi.26

saxelmwifo politika da faswarmoqmna

fasTa konkurencia Tavisufali, sabazro ekonomiis mTavari elementia. fasebis dawesebisas, kompaniebi Cveulebriv ar arian Tavisufalni, raTa daaweson maTTvis sasurveli fasebi. bevri federaluri, saxelmwifo da TviT adgilobrivi kanonebic ki marTaven faswarmoqmnis samarTliani TamaSis wesebs.

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garda amisa, kompaniebma ufro unda gaiTvaliswinon socio-eTikuri faswarmoqmnis sakiTxebi (ixileT marketingi muSaobis procesSi 9.3). aSS-is kanonmdeblobaSi faswarmoqmnaze yvelaze metad zemomqmedebs: Sermanis antimonopoliuri kanoni, kleitonis kanoni da robinson-petmenis aqti. isini Tavdapirvelad miiRes, raTa moeTokaT monopoliaTa Seqmnis procesebi da daeregulirebinaT biznes-saqmianoba. imis gamo, rom es federaluri kanonebi moqmedeben da aregulireben mxolod Statebs Soris komercias, zogierTma Statma miiRo msgavsi dadgenilebebi kompaniebisTvis, romlebic moqmedeben lokalurad Statebis SigniT. suraTi 9.7 gviCvenebs faswarmoqmnaSi arsebul saxelmwifo politikis mTavar sakiTxebs. maT Sorisaa: potenciurad zianis mimyenebeli faswarmoqmnis praqtika ganawilebis arxis erTi donis gaswvriv (fasebis fiqsireba da mtacebluri faswarmoqmna) da faswarmoqmnis praqtika ganawilebis arxis sxvadasxva doneebs Soris (fasebis diskriminacia, sacalo movaWreebisaTvis fasis dadgena da cru faswarmoqmna).27 faswarmoqmna ganawilebis arxis erTi donis gaswvriv federaluri kanonmdebloba e.w. fasis fiqsirebaze acxadebs, rom gamyidvelebma unda daaweson fasebi konkurentebTan SeTanxmebis gareSe. fasis fiqsireba ar aris samarTlebrivi. Tavis Tavad, kanonmdebeli aranair mobodiSebas ar miiRebs fasis fiqsirebasTan dakavSirebiT. msgavs danaSaulSi eWvmitanili kompaniebi SeiZleba mZimed dajarimden. magaliTad: rodesac amerikis iusticiis departamentma aRmoaCina, rom Archer Daniels Midland Company-ia da misi 3 konkurenti 1990-ian wlebis dasawyisSi regularulad xvdebodnen erTmaneTs da eweodnen aralegalur fasTa fiqsirebas. am oTxma kompaniam problemis mosagvareblad gadaixada 100 milion dolarze meti jarimis saxiT. analogiurad, Sotheby-sa da Christie-is auqcionebi, romlebic wlebis ganmavlobaSi dominirebdnen msoflioSi maRali faseulobebis produqciis auqcionis bazarze, daadanaSaules urTierTgarigebasa da fasTa fiqsirebaSi. am urTierTgarigebis safuZvelze kompaniebma dazoges 33 milioni dolari weliwadSi. magram, sabolood problemebis mogvarebasa da jarimebis gadaxdaSi maT daxarjes 512 milioni dolari.28 bolo dros, sxvadasxva qveynis mTavrobebi agresiulad atarebdnen fasTa fiqsirebis regulirebas iseT industriebSi, rogoricaa _ Tambaqos, benzinis da vitaminebisa, Tu kompaqturi diskebis (CD_is). 29 gamyidvelebs aseve ekrZalebaT mtacebluri faswarmoqmnis gamoyeneba produqciis TviTRirebulebaze dabal fasebSi gayidva. am dros mTavari mizani aris konkurentis dajabna. aseTi regulacia icavs mcire mewarmeebs ufro msxvili kompaniebisagan, romlebsac SeuZliaT, garkveuli periodis ganmavlobaSi, produqcias daadon TviTRirebulebaze dabali fasi. yvelaze didi problemaa imis gansazRvra Tu ras gulisxmobs mtacebluri faswarmoqmna. TviTRirebulebaze dabal fasad SemorCenili, Warbi saqonelis gayidva araa miCneuli mtaceblur faswarmoqmnad. ase rom, igive qmedeba SeiZleba iyos,

suraTi 9.7
saxelmwifo politikis sakiTxebi faswarmoqmnaSi

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marketingi muSaobis procesSi

9.4

faswarmoqmna farmacevtul produqtze: ufro meti, vidre gayidvebi da mogebaa

aSS-s farmacevtuli industria istoriulad erT-erTi yvelaze momgebian industriaTagania. miuxedavad amisa, kritikosebi amtkiceben, rom es warmateba momxmarebelTa xarjze iqna miRweuli. gasul wels aSS-s mosaxleobis danaxarjma receptiT gamoweril wamlebze 161 miliardi dolari Seadgina, 2010 wlisTvis ki es maCvenebeli gaormagdeba da 360 miliard dolars miaRwevs. receptiT gamowerili wamlebis fasebi wlebis ganmavlobaSi mniSvnelovnad gaizarda. erT-erTma kvlevam gviCvena, rom wels, brendis mqone wamlebis fasi saSualod 5.5%-iT gaizrdeba, rac gacilebiT metia, vidre saerTo inflaciis done. aTwleulis win, intensiuri politikuri zewolebis Semdgom, bevri wamlis mwarmoebeli kompani pirobas debda, rom isini SeinarCunebdnen, an inflaciis dabla daiyvandnen fasebis zrdis tendencias. magram, miuxedavad amisa, wamlebze kontrolis SesustebasTan erTad, wamlebis mwarmoebeli kompaniebi fasebs sul ufro da ufro maRla wevdnen. magaliTad: gasul wels, Pfizer-ma qolesterinis sawinaaRmdego preparatis Lipitor-is msoflioSi yvelaze didi gayidvebis mqone wamlis fasi 11%iT gazarda. amis msgavsad, Wyeth-ma Tavisi yvelaze popularuli wamlis Premarin-is fasi 17%-iT, xolo Merck-ma ki asTmis samkurnalo saSualebis Singuler-is - 11%-iT gazarda. wamlebis maRalma fasebma gansakuTrebiT SezRuduli biujetisa da fiqsirebuli Semosavlis mqone momxmarebeli daafiqra, ris Sedegadac maT meqsikasa da kanadaSi daiwyes SedarebiT iaffasiani Semcvleli wamlebis Zieba. maT aRmoCenebs Soris iyo iseTi popularuli wamlebis Semcvlelebi, rogoricaa Zocar-i da Celebrex-i. `es wamlebi SedarebiT iaf fasSi rom ar meSova, albaT movkvdebodi~, _ ganacxada meqsikidan dabrunebulma erT-erTma avadmyofma. kritikosebi amtkiceben, rom konkurentuli Zalebi ar moqmedeben farmacevtul bazarze da saSualebas aZleven kompaniebs daaweson gaberili fasebi. sxva samomxmareblo produqtebisgan gansxvavebiT, wamlebis SeZenis gadadeba SeuZlebelia, amitom momxmareblebi mas Cveulebriv yiduloben maSinve, rodesac maT eqimi gamouwers. radgan eqimebi, romlebic pacientebs am wamlebs uweren TviTon ar ixdian fuls, isini fass nakleb mniSvnelobas aniWeben. ufro metic, patentebisa da federaluri wamlebis (FDA) asociaciis kanonis Tanaxmad, arsebobs mxolod ramdenime konkurenti brendi da rogorc wesi es brendebi ar sTavazoben fasdaklebas. da bolos, ZviradRirebuli reklama da stimulirebis sxva saSualebebi migvaniSnebs maRal fasebze. amavdroulad es reklamebi da stimulirebis saSualebebi agreTve moTxovnas qmnian gacilebiT ZviradRirebul preparatebze. aseTi sabazro faqtorebi farmacevtul kompaniebs Tavisuflebas aniWebs daaweson TiTqmis monopoliuri fasebi, aRniSnaven kritikosebi, rac Sedegad fasebis xelovnuri zrdis ucnaur SemTxvevebs gvaZlevs. amis klasikur magaliTs warmoadgens preparati _ Levamisole-is istoria. 40 wlis win, Johnson&Johnson-ma gamouSva es wamali, rogorc cxvrisaTvis matlebis mosaSorebeli saSualeba. rodesac fermerebma, aRmoaCines, rom am preparatis meSveobiT cxvarSi gri pis gavrcelebac Semcirda, mkvlevarebma daiwyes amave preparatis adamianebze gamocda. maT aRmoaCines, rom Levamisole-i, sxva wamalTan kombinaciiT, Zalze efeqturi iyo nawlavSi ganviTarebuli simsivnis samkurnalod _ is avadmyofobas amcirebda 40%-iT da sikvdilisagan icavda daavadebulTa mesameds. FDA-m swrafad daamtkica

oponentebi aRniSnaven, rom konkurentuli Zalebis simcire farmaceftul bazarze saSualebas aZlevs kompaniebs daaweson wamlebze Warbi fasebi. moviyvanT AARP (samarTliani recepturis amerikuli asociaciis) rCevas _ ,,Tavi aarideT zedmetis gadaxdis Tqveni eqimis daniSnulebebiT, nu SeuwyobT xels wamlebis gayidvis gadaWarbebul reklamirebas, romlebic Tqven SesaZloa sul ar gWirdebaT~.''

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Levamisole-i adamianTa sargeblobisaTvis da Johnson&Johnson-is Janssen-is ganyofilebam wamali gayidvaSi Ergamisol-is saxeliT gaitana. yvelaferi kargad midioda, sanam erT mSvenier dRes ilinoisis Statis fermaSi mcxovrebma qalbatonma SeamCnia, rom misi kibos sawinaaRmdego tabletebi Seicavda zustad imave aqtiur ingredientebs, rasac medikamentebi, romelsac igi Tavisi cxvrisaTvis matlis mosaSoreblad iyenebda. masSi aRSfoTeba gamoiwvia ara marto im faqtma, rom erTidaigive preparati gamoiyeneboda adamianisa da wvrilfexa saqonlisaTvis, aramed imanac rom cxvrisTvis gankuTvnili wamali centebad iyideboda, maSin rodesac adamianisTvis gankuTvnil wamalSi 5-6 dolars ixdida TiToeul tabletSi. weliwadSi, adamianebi piradi gamoyenebis mizniT SeZenil wamalSi erTianad 1250-3000 dolaramde xarjavdnen, maSin rodesac saqonlisaTvis nayid ~Ergamisol~ -Si wliurad sul raRac 14.95 dolari ixarjeboda. fasTa Soris aseTma sxvaobam didi aurzauri gamoiwvia. erT-erTma momxmarebelma sasamarTloSic ki aRZra saqme Janssen-is winaaRmdeg. is acxadebda, rom iZulebuli iyo `gadaexada uzarmazari Tanxa im wamlebSi, romelic misi sicocxlis erTaderTi garantia iyo,~ maSin rodesac igive wamali saqonlisaTvis centebad iyideboda. Janssen-is sapasuxo gancxadeba ki ase JRerda `medikamentis fasi eyrdnoboda aTwleulebis gamokvlevebs, romelic saWiro gaxda imisaTvis rom dagvedasturebina am wamlis efeqturoba adamianebzec~. kompaniis TqmiT amis dasamtkiceblad, saWiro gaxda 40000 subieqtze 1400-ze meti gamokvlevis Catareba. kritikosebi ar daeTanxmnen am pasuxs. maTi TqmiT Levamisole-is kvlevebi srulad dafinansebuli iyo simsivnis erovnuli institutis mier. ufro metic, maTi gancxadebis Tanaxmad, Janssen-s jer kidev adamianebisaTvis aRniSnuli preparatis gayidvaSi gaSvebamde amoRebuli qonda 25 wlis win Cadebuli investicia. es istoria albaT ukiduresobaa, magram yvelas gvqonia SemTxveva, rodesac gadagvixdia nebismieri Tanxa (sasurveli Tu arasasurveli), raTa migveRo eqimis mier daniSnuli preparati. maSinac ki, rodesac eqimebi Tu farmacevtebi gvirCeven naklebad ZviradRirebul wamlebs, Cven, momxmareblebs gviwevs fasnamatis gadaxda. SeiZleba msgavsi wamlebis SeTavazebis gamo, farmacevti mogvewonos da kmayofili davrCeT, sinamdvileSi ki, es ukanaskneli sakmaod STambeWdav Tanxas sakuTar jibeSi idebdes. erT-

erTma bolo gamokvlevam cxadhyo, rom zogierTi afTiaqi da farmacevtuli maRazia zogierT wamalze 1,000%-ze met fasnamats adebs. Tavismxriv, farmacevtebi aRiareben, rom es maRali marJebi yvelaferi rodia. rodesac pacienti stumrobs eqims da es ukanaskneli mas gamouwers Band-Aids-s es imas ar niSnavs, rom pacienti ixdis mxolod wamlis safasurs. is ixdis garkveul Tanxas eqimis mier daxarjuli droisaTvis da im sxva danaxarjebisaTvis, rasac Tavismxriv gaiRebs farmacevtuli ganyofileba. es magaliTebi cxadyofs bevri wamlebis faswarmoqmnasTan dakavSirebul sakiTxebs. momxmareblebis umravlesoba afasebs aSS-s farmacevtuli industriis mier warmoebul sasargeblo preparatebs. axali wamlebis warmoeba namdvilad sarisko saqmea _ is moicavs xSir SemTxvevaSi aTasobiT mecnierebis wlebis Zalisxmevas, ZviradRirebuli teqnologiis gamoyenebas da, maSinac ki warmateba araa garantirebuli. miuxedavad amisa, arsebobs bevri samxili imisa, rom es industria aSkarad iyenebs monopoliuri faswarmoqmnis SesaZleblobebs. albaT yvelaze seriozuli sakiTxi ki is aris, rom wamlebis maRal fasebs SesaZloa sikvdil-sicocxlis tolfasi mniSvneloba ekisrebodes. magaliTad, Levamisole-s gareSe, swori nawlavis simsivnis diagnozis mqone 22000 pacients sikvdili emuqreboda. ase rom, kritikosebis TqmiT, farmacevtuli kompaniebi mogebas swored adamianis sicocxlis fasad iReben. mzardi fasebis Sedegad, bolo periodSi isev igrZnoba federaluri mTavrobis, sadazRveo kompaniebis, jandacvis provaiderebisa da momxmarebelTa uflebebis damcvelTa zewola, raTa maT monawileoba miiRon fasebis dawesebaSi. imis nacvlad, rom daelodon fasebze garkveuli kanonis miRebas _ mxolod imitom rom es aucilebelia _ bevri wamlis mwarmoebeli SorsmWvreteli kompania TviTon iRebs gadawyvetilebebs. zogierTi sakuTari nebiT acxadebs fasdaklebebs misi warmoebis wamlebze iseTi saagentoebisaTvis, rogoricaa aSS-s sazogadoebrivi jandacvis momsaxureba da federaluri dafinansebis qveS myofi narkotikebisa da alkoholis winaaRmdeg mebrZoli samkurnalo centrebi. sxva kompaniebi ki ufasod arigeben, an nakleb fasSi hyidian wamlebs im adamianebze, vinc moklebulni arian maTi SeZenis saSualebas. ganvixiloT Semdegi magaliTi: Abbott Laboratories-s aRmasrule-

beli direqtori, mails uaiti, tanzaniidan, axali misiiT xeldamSvenebuli daubrunda sakuTar kompanias. tanzania swored is adgilia, sadac Sidsis epidemia boboqrobs. sxva saqmeebTan erTad uaitma iq yofnisas Seityo, rom rodesac adgilobrivi eqimi pacients daniSnulebas aZlevs, is yvelaze did yuradRebas wamlis fass da ara mis sargeblianobas aqcevs. `me davinaxe, Tu ramdens niSnavs wamlis fasi;~_ ganacxada uaitma. Sedegad, sul ramodenime dReSi man gadawyvita Seemcirebina Abbot-is Sidsis wamlebis fasi Raribi afrikelebisaTvis. uaitma aseve aRmoaCina, rom kompaniis mier Seqmnili Sidsis dadgenis `swraf~ tests swared fasis gamo ar iyenebdnen dainficirebuli fexmZime qalebi, raTa ar gadaedoT daavadeba momavali SvilebisaTvis. konkurentis mier SemoRebuli wamlis meSveobiT ki SesaZlebeli iyo preparatis erTi miRebiT avadmyofobis gadacemis dablokva. uaiti axla gegmavs 20 milioni testis kompleqtis gasces momdevno 5 wlis ganmavlobaSi. magram am SemTxvevaSi ra mogebas naxavs kompania? aqcionerTa am SekiTxvaze, uaiti pasuxebs, rom Abbot-i `amas akeTebs, radgan mas SeuZlia amis gakeTeba.~ Tumca gulaxdilad ambobs rom `am yvelafers safuZvlad udevs praqtikuli mizani biznesSi. Tu Cven ar SevamcirebT fasebs da ar gaviRebT sxva saxis daxmarebas, mTavroba Secvlis kanonebs patentze.~ ase rom, Abbott-i da sxva kompaniebi aRiareben, rom fasebis dawesebisas, maTi moklevadiani gayidvebi, sabazro wili da mogeba gamsWvaluli unda iyos socioeTikuri mrwamsiT. maT ician, rom saboloo jamSi socialurad sapasuxismgeblo faswarmoqmna momgebiani iqneba rogorc momxmareblisTvis aseve kompaniisaTvisac.
wyaroebi::Abbott example adapted from Michael Waldholz, Abbott Labs Improves Its Effort to Combat AIDS in Africa, Wall Street Journal, June 27, 2002, p. D4. Also see Marilyn Chase, Doctor Assails J&J Price Tag on Cancer Drug, Wall Street Journal, May 20, 1992, p. B1; Cancer Patient Sues Johnson & Johnson over Drug Pricing, Wall Street Journal, August 13, 1992, p. B6; Mike King, Colon Cancer Drug: 5 Cents for an Animal, $5 for Humans, Atlanta Constitution, March 11, 1991, p. E1; Joel Millman, Not Your Generic SmugglersAmerican Seniors Flock to Border Town for Cheap Prescriptions, Wall Street Journal, March 20, 2003, p. D.3; John Fetto, Off the Map, American Demographics, March 2003, p. 48; and Scott Hensley, Follow the Money: Drug Prices Rise at a Faster Clip, Placing Burden on Consumers, Wall Street Journal, April 15, 2003, p. D4.

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an ar iyos mtacebluri da damokidebulia kompaniis ganzraxvaze. ganzraxvis gansazRvra ki SeiZleba Zalian Zneli iyos. bolo wlebSi, ramdenime didi da Zlieri kompania daadanaSaules msgavs qmedebaSi. magaliTad, Wal-Mart-s sasamarTloSi aRuZres saqme ramdenime aTeulma patara konkurentma. maTi TqmiT kompaniam am ukanasknelTa biznesidan moSorebis mizniT garkveul teritoriebze ganzrax Seamcira fasebi. meore SemTxvevaSi, iusticiis departamentma American Airlines-(AA)-is winaaRmdeg aRZra saqme, imisaTvis rom maT gamoiyenes mtacebluri faswarmoqmna, raTa miwasTan gaesworebinaT 3 patara konkurenti Vanguard Airlines, Sun Jet da Western Pacific. amiT AA-i kontrolis qveS moiqcevda dalasis aeroportis sahaero WiSkrebs. yovelTvis, rodesac axalgazrda aviaxazebma scades Tavi daemkvidrebina dalasis bazarze, AA-ma masTan gaaTanabra bileTis fasi da daamata reisebi. rogorc ki konkurentma ukan daixia, AA-ma gazarda bileTis fasebi. magaliTad: dalassa da kanzas-sitis Soris, American-is erTjeradi bileTi saSualod Rirda 108 dolari, sanam bazarze gamoCnda dabali fasebis mqone Vanguard Airlines. aman AA-i aiZula bileTis fasi Seemcirebina 80 dolaramde da TiTqmis gaeormagebina yoveldRiuri reisebis raodenoba. rodesac Vanguard-ma Tavi daaneba saqmianobas (weliwadze nakleb droSi), AA-ma fasebi isev aswia 147 dolaramde da Seamcires reisebis raodenoba. iusticiis saministros advokatebs saTanado Canawerebic ki qonda AA-is aRmas-ruleblebs Soris saubrebis. aseTi samxilis miuxedavad, AA-is winaaRmdeg mimarTuli saqme daixura. AAs gamudmebiT iyenebda reisebze ufro maRal fasebs, vidre misi cvalebadi xarjebi iyo da am gziT Tavidan aicila mtaceblur faswarmoqmnaSi dadanaSauleba. AA-ma gaimarjva imis mtkicebis xarjze, rom xsenebuli faqtebis mizezi iyo mxolod da mxolod is, rom igi iyo xisti konkurenti. 30 faswarmoqmna ganawilebis arxis sxvadasxva doneebs Soris robinson-petmenis aqti cdilobs xeli SeuSalos arasamarTlian fasTa diskriminacias, anu erTidaimave raodenobisa da xarisxis produqciaze sxvadasxva momxmareblisaTvis gansxvavebuli fasis dawesebas. magaliTad: TiToeul sacalo movaWres ufleba eniWeba mocemuli mwarmoeblisgan hqondes igive fasi miuxedavad imisa Tu sacalo movaWre Sears-ia Tu adgilobrivi mcire maRazia. Tumca, fasis diskriminacia nebadarTulia, rodesac gamyidvels SeuZlia daasabuTos, rom misi xarji gansxvavebuli roca is yidis sxvadasxva sacalo movaWreze. magaliTad, Sears-saTvis didi raodenobiT velosi pedebis miyidva ufro nakleb xarjTan aris dakavSirebuli, vidre ramodenime velosipedis miyidva adgilobriv, mcire maRaziaze. gamyidvelma SeiZleba moaxdinos fasis diskriminireba, Tu awarmoebs erTi da igive produqts sxvadasxva xarisxis maCveneblebiT sxvadasxva sacalo movaWrisaTvis. gamyidvelma unda daamtkicos, rom es gansxvavebebi proporciulia. fasTa gansxvavebebi aseve SeiZleba gamoyenebul iqnas `konkurentebis fasebze mosargebad~. am dros fasTa diskriminacia droebiTia, lokaluri da TavdacviTi da ara agresiuli. mwarmoebels ar SeuZlia dilers mosTxovos daawesos produqtebze gansazRvruli sacalo fasi. miuxedavad imisa, rom gamyidvels SeuZlia dilers SesTavazos mwarmoeblis mier dadgenili sacalo fasi, mas ar SeuZlia uari Tqvas im dilerze, romelic awarmoebs damoukidebel faswarmoqmnas an dasajos aseTi dileri, saqonlis dagvianebiT miwodebiT an sareklamo SeRavaTebze uaris TqmiT. magaliTad, floridas Statis advokatTa mTavarma ofisma axlaxans gamoiZia Nike-is saqme, romelsac Tavis fexsacmelsa da tansacmelze dawesebuli aqvs gansazRvruli sacalo fasi. damtkicda, rom Nike-i Tavis saqonels arTmevda im sacalo movaWreebs, romlebic ar yiddnen mis yvelaze ZviradRirebul botasebs, rogoricaa Air Jordan da Shox im fasSi, romelic Nike-s TavisTvis xelsayrelad miaCnda.31 cru faswarmoqmnas adgili aqvs, rodesac gamyidveli awesebs fasebs, romelic atyuebs momxmareblebs. am dros, sacalo movaWre xelovnurad awesebs

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maRal e.w. `regularul~ fass. Semdeg, cxaddeba praqtikulad moCvenebiTi fasdakleba, rac sul cotaTi naklebia yoveldRiur fasebTan SedarebiT. msgavsi SedarebiTi faswarmoqmna Zalianaa gavrcelebuli: gadaSaleT kviris nebismieri gazeTi da aRmoaCenT aTasobiT msgavs stimulirebas, romelsac sTavazoben iseTi sacalo movaWreebi, rogoricaa, supermarketebi, saofise orgteqnikis, avejis, kompiuterebis da samomxmareblo eleqtronikis, saojaxo nivTebis maRaziebi, afTiaqebi da farmacevtuli maRaziebi, manqanis dilerebi, univermaRebi da sxva. isargebleT internetiT da misi meSveobiT aRmoaCenT msgavs fasTa stimulirebis magaliTebs. uyureT sxvadasxva satelevizio arxebs da aRmoaCineT ufro mets. sacalo movaWreni iyeneben reklamirebul, rekomendirebul fasebs (magaliTad: regularuli fasi, sawyisi fasi, mwarmoeblis mier SemoTavazebuli fasi), sTavazoben ra maT myidvelebs fulis dazogvis rCeviT, im SemTxvevaSi Tu isini upiratesobas mianiWeben SemoTavazebul `garigebas~. 32 msgavsi mtkicebulebebi kanonieria Tu simarTles Seesabameba. Tumca, federaluri savaWro komisiis instruqcia Guides Against Deceptive Pricing gamyidvelebs afrTxilebs ar gamoacxadon fasTa Semcireba, sanam es ukanaskneli warmoadgens danazogs Cveulebrivi sacalo fasidan, ar awarmoon `qarxnis~ an `sabiTumo~ fasebis reklamireba, sanam es fasebi namdvilad ar warmoaCenen TavianT saxels da reklama ar gaukeTon SedarebiT fasebs dazianebul saqonelze.33 sxva cru faswarmoqmnis sakiTxebi moicavs scanner fraund-s anu e.w. ,,skanirebis Secdomebs da fasTa mouwesrigeblobas. farTod gavrcelebulma, nayid produqtebis Semowmebam maRaziidan gasvlisas kompiuteruli skanirebis sistemebis saSualebiT, gamoiwvia im sacalo movaWreTa mimarT mzardi ukmayofileba, romelnic praqtikulad zedmets axdevineben myidvelebs. aseTi gadametebuli fasebi mwiri menejmentis Sedegia xsenebul skanirebis sistemebSi mimdinare an fasdaklebis fasebis drouli Setanis dagvinebis gamo. Tumca, sxva SemTxvevebi moicavs winaswarganzraxul maRali fasebis dawesebas. fasTa mouwesrigeblobas (gaugebroba) adgili aqvs, rodesac firma iyenebs faswarmoqmnis meTodebs, romelic myidvelebisTvis arTulebs imis gagebas Tu ra fass ixdian sinamdvileSi. magaliTad, momxmareblebi xSirad motyuebulni rCebian rodesac saqme exeba saxlis dagiravebasa da manqanis dazianebaze SeTanxebas. sxva SemTxvevebSi ki, mniSvnelovani faswarmoqmnis detalebi SeiZleba mxolod qaRaldze darCes. bevri federaluri da Statebis kanonebi moqmedebs cru faswarmoqmnis winaaRmdeg. magaliTad Automobile Information Disclosure Act moiTxovs avtomwarmoebelTagan axali manqanis minaze gancxadebis mimagrebas, sadac aRniSnulia mwarmoeblis mier gansazRvruli sacalo fasi, arasavaldebulo, damatebiT aRWurvilobis fasi da dileris mier gadazidvis xarji. miuxedavad amisa, reputaciis mqone gamyidvelebic ki kanons gverds uvlian. amgvarad, myidvelTan samarTliani urTierToba da imis garkveva, rom maT namdvilad esmiT fasebisa da cru faswarmoqmna: farTod gavrcelebam, faswarmoqmnis pirobebi _ myidvelebTan Zlieri, maRaziidan gasvlisas kompiuteruli skanerebis grZelvadiani urTierTobebis Camoyalibebis mniSvnelo- sistemebiT nayidi produqtebis Semowmebis gam vani nawilia.34

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koncefciebis kvaldakval
faswarmoqmnis sakiTxebis gverdze gadadebamde, gameorebis mizniT, modiT Tvali gadavavloT mniSvnelovan koncefciebs. fasi aris faseulobebis jami, romelsac momxmarebeli gansazRvrul sargebelze cvlis, romelic misTvis moaqvs SeZenil produqts an miRebul momsaxurebas. es aris marketinguli kompleqsis erTaderTi elementi, romlis saSualebiTac ganisazRvreba kompaniaSi Semavali Semosavali. yvela danarCeni elementi zemoqmedebs xarjiT struqturaze. faswarmoqmnis gadawyvetilebani warmoadgens garemo pirobebisa da konkurentuli Zalebis daujerebelad rTuli kompleqsis Temas. gamoyaviT da gansazRvreT gare da Sida faq torebi, romlebic gavlenas axdenen firmis faswarmoqmnis gadawyvetilebebze. Sida faqtorebi, romelnic gavlenas axdenen faswarmoqmnaze, moicavs kompaniis marketingul miznebs, marketinguli kompleqsis strategias, xarjebis struqturasa da organizaciul Sexedulebebs. gare faqtorebi, romelnic zegavlenas axdenen faswarmoqmnis gadawyvetilebebze arian: bazari da moTxovna, konkurencia da sxva garemo elementebi. yvela fenidan. kompaniebi, bazris wilis moxveWis miz-niT, xSirad iyeneben bazarze SeRwevis faswarmoqmnas. am dros kompaniebi aweseben dabal sawyis fass, imisaTvis, rom miizidon didi raodenobiT myidveli da moi povon bazris didi wili.

SeisveneT:

4. axseniT, rogor aweseben kompaniebi fasebs produqtebze ise, rom maqsimaluri mogeba miiRon TavianTi produqciis kompleqsis gayidvebidan?
produqtis fasis dawesebis strategia xSirad unda Seicvalos, maSin rodesac produqti warmoadgens produqtis kompleqsis erT-erT nawils. am SemTxvevaSi, firma eZebs iseTi fasebis kombinacias, romelic maqsimalurad gazrdis mogebas produqtis mTel kompleqsze. faswarmoqmna rTulia, radgan sxvadasxva produqts aqvs sxvadasxva moTxovna, xarjebi da konkurenciis done. Semdeg nawilSi detalurad ganvixilavT produqtis kompleqsis faswarmoqmnis 5 saxes: faswarmoqmna produqciis seriaze, faswarmoqmna SerCeviT produqtze, faswarmoqmna dakavSirebul produqtze, faswarmoqmna Tanmxlebi produqtiT da produqtis nakrebze faswarmoqmna.

1.

2. ganasxvaveT da SeadareT faswarmoqmnis sami ZiriTadi midgoma. kompaniebi aweseben fasebs faswarmoqmnis zogadi midgomebis mixedviT. esenia: xarjze dafuZnebuli midgoma (TviTRirebulebas plus faswarmoqmna, nulovanmomgebiani faswarmoqmna, miznobrivi mogebis faswarmoqmna), myidvelze dafuZnebuli midgoma (faswarmoqmna faseulobis mixedviT) da konkurenciaze dafuZnebuli midgoma (mimdinare ganakveTis faswarmoqmna da e.w. daluqul fasTa SeTavazeba), anu mimdinareganakveTis ,,nixris da dadasturebuli SemoTavazebis faswarmoqmnis safuZvelze). 3. aRwereT faswarmoqmnis strategiebi axali produqtebisaTvis. faswarmoqmna dinamikuri procesia. kompaniebi qmnian faswarmoqmnis struqturas, romelic faravs yvela mis produqts. kompaniebi droTa ganmavlobaSi cvlian am struqturas sxvadasxva myidvelisa da situaciis Sesabamisad. faswarmoqmnis strategiebi Cveulebriv icvlebian, rodesac produqti gadis sasicocxlo ciklis etapebs. axali produqtis gamoSvebis dros kompanam gadawyvetileba unda miiRos Tu ra fasi daados Tavis axal produqts. arCevani ori strategiis Soris aris gasakeTebeli: e.w. ,,naRebis moxdis~ faswarmoqmnasa da bazarze SeRwevis faswarmoqmnas Soris.. bevri kompania axal produqtze, Tavdapirvelad, awesebs maRal fa-sebs, raTa moagrovos Semosavali bazris

5. ganixileT, Tu rogor axerxeben kompaniebi sakuTari fasebis morgebas, sxvadasxva tipis myidvelebsa da situaciebze? kompaniebi cdiloben moargon TavianTi fasebi myidvelTa gansxvavebebsa da cvalebad situaciebs. fasebis morgebis 6 strategiaa: fasdaklebisa da SeRavaTebis faswarmoqmna, segmenturi faswarmoqmna, fsiqologiuri faswarmoqmna, mastimulirebeli faswarmoqmna, geografiuli faswarmoqmna da saerTaSoriso faswarmoqmna. 6. ganixileT sakiTxebi, romlebic exeba fasTa cvlilebebis inicirebasa da masze reagirebas. rodesac kompania gadawyvets fasis Secvlas, man mxedvelobaSi unda miiRos myidvelisa da konkurentebis reaqciebi. arsebobs sxvadasxva azri fasTa Semcirebisa da fasTa zrdis inicireba. fasTa cvlilebasTan dakavSirebiT myidvelis reaqciaze gavlenas axdens im mizezebis mniSvneloba, romelsac myidveli xedavs fasis cvlilebaSi. konkurentebis reaqcias ki dasabami eyreba savaWro politikisa Tu TiToeuli situaciis analizidan. arsebobs aseve bevri faqtori, romelic unda iqnas gaTvaliswinebuli konkurentebis mier fasTa cvlis dros. kompaniam, romelic upirispirdeba konkurentis mier fasTa cvlas, unda Seiswavlos konkurentis miswrafeba, iseve rogorc am cvlilebis xangrZlivoba da zegavlena. im SemTxvevaSi Tu sasurvelia swrafi reaqcia, firmam winaswar unda dagegmos Tavisi qmedebebi.

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bazarze ,,naRebis moxdis~ faswarmoqmna bazarze SeRwevis faswarmoqmna dinamikuri faswarmoqmna konkurenciaze dafuZnebuli faswarmoqmna mastimulirebeli faswarmoqmna miznobrivi faswarmoqmna mTliani xarjebi moTxovnis mrudi nulovanmomgebiani faswarmoqmna produqtis nakrebze faswarmoqmna segmenturi faswarmoqmna fasdakleba faseulobaze dafuZnebuli faswarmoqmna Market-skimming pricing Market-peretration pricing Dynamic pricing Competition-based pricing Promotianal pricing Target costing Total costs Demand curve Break-even pricing Product bundle pricing Segmented pricing Discount Value-based pricing faseulobiTi faswarmoqmna fasi fasis elastiuroba faswarmoqmna dakavSirebul produqtze faswarmoqmna produqtis seriaze faswarmoqmna SerCeviT produqtz e faswarmoqmna Tanmxleb produqtze fiqsirebuli xarjebi fsiqologiuri faswarmoqmna Rirebulebas plus faswarmoqmna SeRavaTebi Sesadarebeli fasebi cvladi xarjebi Value pricing Price Price elasticity Captive-product pricing Product line pricing Optional-Product pricing By-product pricing Fixed costs Psychological pricing Cost-plus pricing Allowance Reference prices Variable costs

imogzaureT
gansaxilveli sakiTxebi 1. warmoidgineT, rom Tqven unda daawesoT Southwest Airlines-is bileTis fasebi. rogor zegavlenas moaxdenda Tqveni faswarmoqmnis gadawyvetilebaze suraT 9.1-ze mocemuli Sida da gare faqtorebi? 2. axseniT gansxvavebebi, romlebic arsebobs xarjze, faseulobaze da konkurenciaze dafuZnebul faswarmoqmnebs Soris. ra pirobebSi unda mianiWos upiratesoba kompaniam ama Tu im midgomas? 3. iqidan gamomdinare, rom maRali fasis mqone produqtebi xSirad aRiqmeba, rogorc maRali xarisxis, ra mniSvneloba aqvs dabal fass marketologTaTvis, romelnic iyeneben mastimulirebel faswarmoqmnis strategiebs? 4. Tqvenma mTavarma konkurentma axlaxans Seamcira fasebi 20%-iT yvela Tavis produqtze. rogori iqneba Tqveni reaqcia? ra informacia gindaT, rom gqondeT, sanam moaxdenT reagirebas? 5. Tvali gadaavleT geografiuli faswarmoqmnis strategiebs. ra faqtorebi axdens gavlenas geografiuli faswarmoqmnis strategiaTa arCevisas? gamoyenebiTi SekiTxvebi 1. Tqveni kompania apirebs qaRaldis pirsaxocebis axali brendis gamoSvebas, romelic ufro Semwovi da gamZlea, vidre gayidvaSi axlaxan gamosuli qaRaldis pirsaxocebi. Tqvens ufross surs, rom Tqven mxedvelobaSi miiRoT, rogorc bazarze naRebis moxdis, aseve bazarze SeRwevis faswarmoqmnis strategiebi. ra faqtorebs miiRebT mxedvelobaSi gadawyvetilebis miRebisas? 2. Tqvens kolejSi mTeli wlis ganmavlobaSi ewyoba sportuli Sejibrebebi. bileTebi SeiZleba gaiyidos individualurad an erTbaSad (magaliTad, sezonuri bileTebi). SeagroveT informacia orive saxis bileTebze. gansxvavdeba Tu ara am bileTis TviTRirebuleba erTmaneTisagan? es fasTa gansxvaveba gxiblavT Tu ara Tqven sakmarisad, raTa individualuri bileTis nacvlad iyidoT sezonuri bileTi? maqsimaluri Semosavlis garda, raze unda gaamaxvilos marketologma yuradReba, rodesac saqme exeba bileTebze fasebis dawesebas? 3. ewvieT univermaRs da SearCieT brendebi sam sxvadasxva produqtis kategoriaSi (magaliTad, televizorebi, macivrebi, tenisis Cognebi), romlebic monawileoben produqciis seriis faswarmoqmnisas. SearCieT produqti TiToeul seriaSi, romelic gTavazobT yvelaze met faseulobas. aRwereT bazris segmenti, romelic airCevs sxva produqts. romeli bazris segmentze cdilobs SeRwevas TiToeuli produqti Tavisi SeTavazebebiT?

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teqnologiur samyaroSi
internetiT fasebis swrafi Sedarebis SesaZlebloba momxmarebelTaTvis didi madli iyo, sacalo movaWreebisTvis ki bedniereba, an piriqiT erTgvari wyevla (es imazea damokidebuli, `faswarmoqmnis Robis~ romel mxareze imyofebiT). iseTi veb-gverdebi, rogoricaa Streetprices.com, Nextag.com da PriceScan.com, momxmareblebs saSualebas aZlevs gaakeTon Sedareba aTobiT sacalo movaWris mier SemoTavazebul sxvadasxva specifikur produqtebs Soris. warmoidgineT, ramdeni dro daWirdeboda Tu am saqmeebis mogvarebas SeecdebiT qalaqSi manqaniT siaruliT! zogierTi eleqtronul fostasac ki gamogigzavniT, rodesac produqti, romliTac dainteresebuli xarT, aRwevs Tqvens miznobriv fass an piriqiT Camodis dabla. ewvieT zemoT dasaxelebul romelime vebgverds da gaakeTeT saTanado Sedarebebi televizorisa da mtversasrutebis. Semdeg upasuxeT qvemoT dasmul kiTxvebs. 1. ras fiqrobT am momsaxurebis Sesaxeb? endobiT Tu ara im sacalo movaWreebs, romelnic gvTavazoben yvelaze dabal fasebs? ra informacia unda hqondes momxmarebels, raTa gamoiyenos erT-erTi veb-gverdi, raTa SearCios gamyidveli? 2. rogor SeuZlia adgilobriv, maRazias Tqvens qalaqSi, konkurencia gauwios kompaniebs, romelnic gvTavazoben produqtebs veb-gverdebis meSveobiT? 3. am veb-gverdebis sxva romeli niSan-Tvisebebi xiblavs myidvelebs?

eTikis samyaroSi
konkurenciis stimulirebisaTvis, federaluri kanoni krZalavs fasebis fiqsirebas, anu konkurentebis SeTanxmebas fasebis doneTa dawesebaze. zogierTi kompania sakuTar Tavs aRmoaCens xolme mediis yuradRebis centrSi, mas Semdeg rac dadanaSaulebulni arian fasTa fiqsirebaSi. bolo wlebSi, konkurenti auqcionis saxlebi Christie-i da Sotheby-i daadanaSaules sakomisio gadasaxadebis fiqsirebaSi, romelic maT gamoimuSaves auqcionebidan. sul axlaxans ki, bevr wamyvan samodelo saagentoSi Catarda gamoZieba, imis gamo rom isini konspiraciulad awesebdnen sakomisios modelebze, raTa daejavSnaT maTi monawileoba. aSS-Si fasis fiqsirebaSi dadanaSaulebas moyveba sasamarTlo da didi jarimebi. 1. ratomaa aseTi mkacri damokidebuleba aSS-Si fasTa fiqsirebis mimarT? ratom ar unda SeeZloT kompaniebs fasTa doneebze diskusiebis gamarTva da im fasis daweseba, romelzec SeTanxmdebian? 2. ra unda gaakeTos kompaniam, raTa mosamsaxure personals saSualeba ar misces monawileoba miiRos fasTa fiqsirebaSi? ra faqtorebma unda gadaawyvetinos kompaniebs fasebis dawesebaSi monawileobis miReba? 3. exmareba Tu ara internetiT konkurentul fasebze informaciis swrafi miReba fasTa fiqsirebis gavrcelebas?

ucxouri biznessituacia
NEXTEL-is biznessituacia moTavsebulia wignis bolos, danarT 1-Si.

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global erTis brendingis strategia (situaciuri modeli)
kompania. 2004 wlis damdegs pragmatuli mosazrebebiT kompaniis xelmZRvanelobam aqciebis 51% ucxour kerZo kompanias mihyida da amiT bevrad ganapiroba zemoTxsenebuli warmateba, gansakuTrebiT ruseTidan Semomavali trafikebis mozidvis mxriv. satelekomunikacio sfero mTlianobaSi sul ufro mniSvnelovan rols asrulebs saqarTvelos ekonomikaSi. igi dinamiurad viTardeba da misi wili qveynis mSp-Si (mTliani Sinagani produqti) daaxloebiT 7%-s Seadgens. es ganviTarebul qveynebis analogiur maCveneblebze 2-5%-iT maRalia da nawilobriv sxva dargebis naklebad efeqtur ganviTarebaze miuTiTebs. 2005 wels satelekomunikacio seqtoridan miRebulma jamurma Semosavalma, komisiis monacemebiT, 715,5 mil. lari Seadgina da wina wlis maCvenebels 120 mil. lariT gadaaWarba. niSandoblivia, rom am Semosavlebis ZiriTadi nawili tradiciulad sam segmentze modioda. kerZod 2005 wlis SedegebiT igi Semdeg operatorebze ganawilda: mobiluri kavSiris _ 59,4%, adgilobrivi (fiqsirebuli) kavSiris _ 19,4% da saerTaSoriso satelefono kavSiris _ 12,5%. es ukanaskneli momsaxurebis sfero gansakuTrebiT maRali konkurenciiT gamoirCeva, sadac 2 aTeulze meti operatori figurirebs, Tumca realur aminds bazris am segmentze 5 kompania qmnis: ,,global erTi, ,,saqarTvelos telekomi, ,,egrisi, ,,jorjia (rusTavi 2) onlaini da ,,teleneti. konkurenciis gamZafrebas xeli Seuwyo 2005 wlis gazafxulze komisiis mier miRebulma gadawyvetilebam, saerTaSoriso satelefono momsaxurebaze adre momqmedi zRvruli tarifebis gauqmebis Sesaxeb, riTac ganxorcielda am tarifebis sruli liberali-zacia. Tu adre operatorebs ar SeeZloT dadgenil zRvrul tarifebze dabali nixrebis SeTavazeba momxmareblisaTvis, liberizaciis Semdeg maT ukve danaxarjebis mxedvelobaSi miRebiT, SeuZliaT maTi varireba yovelive aman xeli Seuwyo saerTaSoriso satelefono kavSirebze tarifebis mkveTr vardnas. momxmareblebis gadabirebis mizniT konkurenti kompaniebi araerTgzis amcirebdnen nixrebs, eweodnen saTanado sareklamo kampaniebs da amgvarad Cabmulni aRmoCndnen ,,satarifo brZolaSi, romelic gansakuTrebuli intensio-biT 2005 wlis meore naxevarSi da 2006 wlis dasawyisSi aRiniSneboda. praqtikulad zogierT

rva weli dasWirda ,,global erTs, raTa xisti konkurenciis pirobebSi saqarTvelos satelekomunikacio bazris saerTaSoriso satelefono momsaxurebis segmentze lideris pozicia moepovebina. saqarTvelis komunikaciebis erovnuli komisiis (SedgomSi komisia) oficialuri monacemebiT, 2004 wels miRebuli Semosavlebis mixedviT kompaniam am segmentis 37% daikava da gaaswro aRniSnul sferoSi manmade erTpirovnul liders ,,saqarTvelos telekoms, romelmac 30,6% wiliT meore adgilze gadainacvla. am warmatebas 2005 wlis Sedegebic adasturebs. gansakuTrebiT mniSvnelovania kompaniis miRwevebi saqarTveloSi Semomavali saerTaSoriso satelefono trafikis mozidvis mxriv, tradiciulad aseTi trafiki yovelTvis erTiorad aWarbebda qveynidan gamaval saer-TaSoriso satelefono trafiks (ix. cxrili 1). am trafikebis formirebaSi gansakuTrebiT mniSvnelovania ramdenime mimarTuleba da pirvel rigSi ruseTi, romlis Semomavali da gamavali trafiki saqarTvelosTan mimarTebaSi Sesabamisi trafikebis 40-45%%-s Seadgens. swored aq ikveTeba ,,global erTis udao upiratesoba. rogorc kompaniis prezidenti b-ni giorgi maCitiZe acxadebs _ ,,ruseTidan Semomaval trafikis 80%-s saqarTveloSi ,,global erTi asrulebs. es gansakuTrebiT SesamCnevia saqarTvelos mobiluri kompaniebis qselebSi dasrulebul saerTaSoriso satelefono zarebze, romlebic ZiriTadad ,,8-18 kodis miTiTebiT sruldeba. bunebrivia aseTi warmateba ar aris SemTxveviTi, da ganpirobebulia gamiznuli strategiiT. saaqcio sazogadoeba ,,global erTi Seiqmna 1996 wels rogorc saerTaSoriso da saqalaqTaSoriso satelefono momsaxurebis mimwodebeli
cxrili 1
Semovavali trafiki gamavali trafiki
wlebi 2004

jamuri trafiki

2005 284.9

2004 93.1

2005 105.9

2004 310.8

2005 390.9

trafiki, mln.wuTi

218.7

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mimarTulebaze tarifebi imdenad Semcirda, rom rig SemTxvevaSi danaxarjebis kompensireba problematuri gaxda. amgvarad, dRis wesrigSi dadga TviT danaxarjebis struqturis maqsimaluri SezRudva, rac Tavis mxriv did problemas uqmnis operatorebs. aseT viTarebaSi lideris poziciis SenarCuneba did Zalisxmevas, gamiznul strategias, moqnil marketingul politikis gatarebasa da aratrivialur gadawyvetilebebs moiTxovs. am situaciasTan adaptaciis mizniT kompania ,,global erTma gadawyvita saTanado marketinguli kampaniis Catareba, maT Soris gareSe konsultatebis mowveviT, ris safuZvelze Catarda kompaniaSi garkveuli cvlilebebi. cvlilebebi strategiaSi swrafad cvalebad biznes garemoSi, sadac bazris aRniSnul segmentze monawile kompaniebi marketinguli brZolisas mxolod safaso iaraRs iyeneben, global erTma gadawyvita Riad ar CarTuliyo satarifo brZolaSi da momxmareblisaTvis Tavisi brendis sxva Rirebuli aspeqtebi SeeTavazebina. Tomas gedis 4-D brendingis princi pis mixedviT, brends gaaCnia 4 ganzomileba: 1) funqciuri; 2) socialuri; 3) zneobrivi da 4) mentaluri. arsebul situaciaSi konkuretebi mxolod funqciuri ganzomilebis erT-erT aspeqts fass aniWebdnen upiratesobas. srulyofili brendisaTvis ki saWiroa oTxive ganzomilebis mkafiod gansazRvra da momxmaeblisaTvis swori mesijebiT miwodeba. global erTma, 4-D princi pis mixedviT, SeimuSava Sesabamisi brend kodi, romelic strategiuli gadawyvetilebis Sefasebis meqanizmebs iZleva. es ki Tavismxriv exmareba kompanias ar gavides gansazRvruli brends velidan da momxmarebelSi mkafiod Camoayali-bos brendze warmodgena. arsebulma strategiam gamoiwvia global erTis logosa da sloganis, aseve sakomunikacio arxebisa da formebis koreqtireba brend kodis mixedviT. brend kodSi socialurma ganzomilebam wamoiwia. Seiqmna warmatebuli brendis, warmatebuli kavSiris, warmatebis (rogorc momxmarebelTa yvela jgufisaTvis aqtualuri cnebis) koncefcia. amdagvari midgoma aisaxa brendis komunikaciis vizualur mxarezec da momxmarebelTan urTierTobis yvela touch-pointSi. funqciur ganzomilebaSi momsaxurebam dominanturi pozicia daikava. yvelaferma aman ki sagrZnoblad gazarda ar marto brendis cnobadoba, aramed misdami loialurobac. momsaxureba da produqtebi kompania ,,global erTma abonentebTan midgomis individualuri strategia airCia, vinaidan kompanias hyavs didi korporatiuli abonentebis

baza, romlebTanac igi individualuri midgomis strategias irCevs. es exeba rogorc satarifo politikas, ise momsaxurebis pirobebsac. global erTis momxmareblebi or jgufad iyofian _ kerZo da korporatiul abonentebad. am ukanasknelTan xdeba xelSekrulebebis gaformeba, romlis safuZvelze yvela saxis satelekomunikacio momsaxureobis gaweva xdeba. korporatiul abonentebTan muSaobs individualuri satarifo sistema: xdeba gaTvaliswineba maTi winadadebebisa Tu SemoTavazebebis da fasebic interesTa Sejerebis Sedegad dgeba. aRsaniSnavia, rom TiToeul korporatiul abonents Tavisi menejeri hyavs, romelic mas konsultaciebs uwevs, informacias awvdis axali momsaxurebis Sesaxeb, axsenebs davalianebas, adgilze miaqvs angariSfaqturebi da sxva. Tumca, satarifo SeRavaTebiT mxolod korporatiuli abonentebi ar sargebloben. kerZo abonentebisaTvisac muSaobs diferencirebuli dRis, Ramis da SabaT-kviris tarifebi. aseve 2005 wlis 1 ivnisidan amoqmedda damatebiTi momsaxureba. abonents SeuZlia daregistrirdes nomerze 8-18-008, ris Semdegac is mniSvnelovani fasdaklebebiT sargeblobs. aRniSnuli momsaxureba gulisxmobs Semdegs: nebismieri abonenti Tavis saxlidan 8-18-008-is akrefis Semdeg gadis avtomatur registracias da xvdeba ,,global erTis monacemTa bazaSi. registraciia nomerze ufasoa SeRavaTebi miT ufro mniSvnelovania, rac mets saubrobs esa Tu is abonenti. SedarebisTvis, Tu saubris Rirebuleba 10 lars aWarbebs, fasdakleba, daaxloebiT, 15 procentiT ganisazRvreba, xolo 30 lars zemoT ki- 20 procentiT. anu moqmedebs princi pi ,,saubrob mets ixdi naklebs. aRniSnuli momsaxurebis momxmareblebamde ukeT mitanis mizniT kompaniaSi Camoyalibda ,,telemarketingi-is specialuri ganyofileba, romelic pirdapiri gayidvebis funqcias asrulebs. 1 wlis ganmavlobaSi nomerze 8-18-008 daregistrirda 14,460 abonenti. daregistrirebul abonentTa cvlilebis dinamika mocemulia sur.diagrama 1-ze. 8-18-008 nomerze daregistrirebuli abonentebis mier mTliani Semosavali 1 wlis ganmavlobaSi da misi zrdis dinamika mocemulia surdiagrama. 2-ze.
suraTi 1

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suraTi

dros isargebloT kodiT ,,8-18-iT. aRniSnuli gadaxdis baraTi abonentma SesaZlebelia SeiZinos 5, 10, 20, 50 da 100 larian nominalebiT. ,,gadaxdis baraTebi drois, fulis da energiis dazogvis saukeTeso saSualebaa. SekiTxvebi (davalebebi):

1. Tqveni azriT ramdenad maRalia momxmareblis loialuroba (BRAND loyalty) satelekomunikacio kompaniebis mimarT? 2. saqarTvels bazarze arsebuli satelekomunikacio kompaniebis mier arCeuli satarifo brZolis strategia ramdenad uwyobs xels cnobadobis (brand awareness) da loialourobis gazrdas (BRAND loyalty)? 3. brendis 4 ganzomilebidan romlis ganviTarebas eqceva Yyvelaze naklebi yuradReba saqarTvelos bazarze? _ satelekomunikacio bazarze? 4. Tqveni azriT, 4D princi pis gaTvaliswinebiT axali produqtis SeTavazebisas, ra Rirebulebebi unda iqnas win wamoweuli? 5. rogor zemoqmedebs kompaniaze is faqtori, rom igi hyidis momsaxurebas da ara fizikur produqts? rogor aisaxeba es mis saqmianobaSi?

2006 wlis meore naxevridan gauqmda registraciis safasuri 50 TeTri, momxmarebelTa motivaciis Semdgomi gazrdis mizniT. kompania ,,global erTi kidev erT axal momsaxurebas nergavs esaa e.w. gadaxdis baraTebi. Catarebuli kvlevebis safuZvelze gamovlinda, rom momxmarebeli tarifisa da xarisxis garda sakmaod did yuradRebas uTmobs gadaxdis moxerxebulobas da simartives. swored amisTvis Seiqmna aRniSnuli ti pis servisi. gadaxdis baraTebis meSveobiT, satelefono saubrebze davalianebis dafarva saxlidan gausvlelad xdeba. SesaZlebelia agreTve abonentma sasurveli Tanxa winaswar daisvas satelefono nomris depozitze da nebismier