ch 01 mk 2014
TRANSCRIPT
![Page 1: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/1.jpg)
marketingis safuZvlebi 2014 Tavi I - მომხმარებელთან მოგებიანი ურთიერთობის მართვა
Caucasus University2014
![Page 2: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/2.jpg)
think out of the boxიფიქრეთ
არასტანდარტულად
![Page 3: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/3.jpg)
![Page 4: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/4.jpg)
ლექციის თემები
• ra aris marketingi da misi mTavari koncefciebi;
• myidvelis faseuloba
• ZiriTadi marketinguli procesi
• marketinguli miqsi
![Page 5: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/5.jpg)
მარკეტინგი ერთი შეხედვით
![Page 6: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/6.jpg)
marketingi klasikurad
sazogadoebrivi da mmarTvelobiTi procesi, romlis meSveobiTac calkeuli pirovnebebi da jgufebi iReben, imas rac surT da sWirdebaT, TavianTi faseulobebis CamoyalibebiTa da maTi sxvebTan gacvlis Sedegad.
![Page 7: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/7.jpg)
marketingi martivad
momxmarebelTan mogebiani urTierTobis marTvaanu
garkveuli safasuris sanacvlod momxmareblis kmayofiliebis uzrunvelyofa.
mizani: • axali momxmareblis mozidva umaRlesi faseulobebis SepirebiT, • arsebuli momxmareblis SenarCuneba maTi moTxovnilebebis
dakmayofilebiT
![Page 8: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/8.jpg)
Old V.S. New
`Tqma da gayidva~
momxmareblis
moTxovnilebebis
dakmayofileba
ძველი ხედვა ახალი ხედვა
![Page 9: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/9.jpg)
ZiriTadi marketinguli procesi
bazrisa da momxmarebelis
moTxovnilebebisa da survilebis gageba
momxmarebelze orientirebuli
marketinguli strategiis Seqmna
marketinguli programis Sedgena romelic
gvTavazobs umaRles faseulobas
mogebiani urTierTobebis
Camoyalibeba da kmayofilebis Seqmna
momxmareblisagan faseulobis miReba
mogebisa da myidvelis kapitalis Sesaqmnelad
![Page 10: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/10.jpg)
moTxovnileba, survili , moTxovna
risi moTxovnileba aqvs, ra surs da ras moiTxovs momxmarebeli ?
moTxovnileba Wants: adamianis instinqturi Zala, romelic masve warmarTavs risame gasakeTeblad:fizikuri, socialuri da individualuri
survili Needs: saWiroebis forma, romelic kulturisa da pirovnebis individualizmiT formirdeba
moTxovna Demands: survils +msyidvelobTi Zalaufleba
![Page 11: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/11.jpg)
moTxovnilebebis / survilebis dakmayofileba
marketinguli SeTavazebi: bazrisaTvis produqtebis, momsaxurebis, informaciis an gamocdilebebis kombinaciis SeTavazeba, raTa dakmayofildes maTi saWiroebani da survilebi.
![Page 12: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/12.jpg)
მყიდველის ფასეულობა
myidvelis faseuloba
aRqmuli
sargebeli
aRqmuli
xarji =-
1. funqcionaluri sargebeli;
2. socialuri sargebeli;
3. პiradi და gamocdilebiTi sargebeli
1. fuladi Rirebuleba;
2. droiTi Rirebuleba;
3. fsiqologiuri Rirebuleba;
4. qceviTi Rirebuleba
![Page 13: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/13.jpg)
gacvla
imisaTvis, rom moxdes gacvla, unda Sesruldes 5 piroba
1• unda arsebobdes sul mcire ori mxare
2• TiToeul mxares unda hqondes iseTi nivTi, romelic faseulia
meore mxarisaTvis
3• TiToeul mxares unda SeeZlos erTmaneTTan urTierToba da
produqciis mitana
4• TiToeul mxares unda SeeZlos SeTavazebul garigebaze
Tanxmobis an uaris Tqma
5• TiToeuli mxare unda fiqrobdes, rom mizanSewonilia meore
mxaresTan urTierTobis dawyeba
![Page 14: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/14.jpg)
bazari
konkretuli produqtis, Tu momsaxurebis yvela potenciuri da arsebuli momxmareblis erToblioba
![Page 15: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/15.jpg)
Marketing MIX (4 P)
produqtiPRODUCT
fasiPRICE
სტიმულირება PROMOTION
adgiliPlace
rasac marketingis specialisti sTavazobs myidvels
nebismieri resursi, romelic saWiroa gacvlisTvis, raTa miiRo produqti da servisi
gavrcelebis arxebi romelic gamoiyeneba produqtis an momsaxurebis bazarze gasatanad
momxmareblisTvis produqtis Sesaxeb informaciis miwodeba da gayidvebis stimulireba
![Page 16: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/16.jpg)
industria
(yvela gamyidveli)
bazari
(yvela myidveli)
saqoneli/momsaxureba
fuli
komunikacia
informacia
marketinguli sistema
![Page 17: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/17.jpg)
marketingi VS gayidvebi
sawyisi wertili
fokusireba mniSvneloba dasasruli
ქარხანა
არსებულიპროდუქტი
გაყიდვა დასტიმულირება
მოგება გაყიდვების
მოცულობიდან
ბაზარი მომხმარებლის
მოთხოვნილებები
ინტეგრირებულიმარკეტინგი
მოგება მომხმარებლის
კმაყოფილებისგან
sale
sm
arke
ting
![Page 18: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/18.jpg)
![Page 19: Ch 01 mk 2014](https://reader035.vdocument.in/reader035/viewer/2022062313/558cc2b8d8b42a061a8b4680/html5/thumbnails/19.jpg)
? ? ? ? ? ?
? ? ? ? ? ?kiTxvebi
? ? ? ? ? ? kiTxvebi
kiTxvebi