chapter 3

� am Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. aRweroT garemo Zalebi, romlebic gavlenas axdenen kompaniis SesaZleblobaze, moemsaxuros myidvelebs; 22..

axsnaT, rogor moqmedebs demografiuli da ekonomikuri garemo marketingul gadawyvetilebebze; 33.. gansazRvroT

ZiriTadi tendenciebi firmis bunebriv da teqnologiur garemoSi; 44.. axsnaT ZiriTadi cvlilebebi politikur

da kulturul garemoSi; 55.. imsjeloT, rogor SeuZliaT kompaniebs marketingul garemoze reagireba.

mmaarrkkeettiinngguulliiggaarreemmoo 3ggzzaammkkvvlleevvii || ideebis kvaldakval

wignis dasawyisSi (1 da 2 Tavebi) Tqven SeiswavleT marketingis ZiriTadi kon-

cefciebi da marketinguli procesis etapebi, miznobriv momxmareblebTan momge-

biani urTierTobebis dasamyareblad. momdevno TavebSi Cven ufro Rrmad

ganvixilavT marketinguli procesis pirvel etaps _ sabazro sivrcisa da

myidvelTa saWiroebebsa da survilebis gagebasTan dakavSirebul sakiTxebs. am

TavSi Tqven aRmoaCenT, rom marketingi vakuumSi ki ara, kompleqsur da cvale-

bad sabazro sivrceSi muSaobs. aRniSnuli garemos sxva monawileebma _ mom-

wodeblebma, Suamavlebma, myidvelebma, konkurentebma, sazogadoebam Tu sxvam _

SesaZloa imuSaon kompaniasTan erTad an, piriqiT, mis winaaRmdeg. ZiriTadi

garemo Zalebi _ demografiuli, ekonomikuri, bunebrivi, teqnologiuri, poli-

tikuri da kulturuli _ qmnian marketingul SesaZleblobebsa da safrTxeebs,

riTic gavlenas axdenen kompaniis unarze, moemsaxuros myidvelebs da

ganaviTaros maTTan momgebiani urTierTobebi. marketingis Seswavlisa da efeq-

turi marketinguli strategiebis ganviTarebisaTvis Tqven,Tavdapirvelad,unda

SeiswavloT is konteqsti, romelSic marketingi muSaobs.

upirveles yovlisa, Cven ganvixilavT marketingul garemoSi arsebul

ZiriTad tendeciebs, aTaswleulis cieb-cxelebasa da misiT gamowveul nos-

talgiis bums. am gamowvevaze Volkswagen-is reaqcia e.w. xoWos axali modelis

gamoSveba iyo. kiTxvis procesSi sakuTar Tavs dausviT SekiTxva: ram

ganapiroba am patara avtomanqanis ase kargad morgeba Tanamedroveobaze?

axal aTaswleulSi socialuri eqspertebi ufro dakavebulni arian, vidre

adre iyvnen, radganac isini afaseben garemo Zalebis zegavlenas momxmare-

blebsa da maT samsaxurSi myof marketologebze. `Zvel weliwads axali

cvlis da, rogorc Cans, myisierad icvleba msoflioc. mkvdari da xelaxla

gacocxlebuli, dasrulebuli da aRdgenili gamosaxulebebi ipyroben gonebas.

gaamravleT es yvelaferi aTasze da miiRebT aTaswleulis cieb-cxelebas,

romelic momxmareblis qcevas sxvadasxva saintereso gziT gansazRvravs,~ _

ambobs erT-erTi eqsperti.

aTaswleulis es cieb-cxeleba, gansakuTrebiT, komerciulad yvelaze

gavlenian demografiul jgufze _ `beibi bumerebze~ _ aisaxa. yvelaze asako-

vani bumerebi, romelTac 50 wels miaRwies, daberebis process ewinaaRmdegebian

im energiiT, romliTac, odesRac, ewinaaRmdegebodnen omianobas. aq mniSvnelovan

rols sxva faqtorebic TamaSobs. dRes yvela asakis adamiani grZnobs, rom

68 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba

metad gadaRlilia samsaxuriT, zedmeti stimulirebiTa da teqnologiuri

zewoliT. `amerikelebi gancvifrebulni arian... sainformacio epoqis _ swrafi

modemebis, mobiluri aparatebisa da peijerebis SemoteviT. am epoqidan sargeb-

lis miRebis paralelurad, cvlilebaTa swrafi tempis gamo, stressac viRebT,~

_ dasZens eqsperti.

aTaswleulis cieb-cxelebas Sedegad mohyva survili saaTis isrebis ukan

datrialebisaken, Zveli, martivi drois dabrunebis mizniT; am swrafvam ki,Tavis

mxriv, gamoiwvia nostalgiis masobrivi talRa, romelsac marketologebma

Semdegnairad upasuxes: maT Seqmnes produqtebi da imijebi, romlebic momxmareb-

lebs `Zvel, karg droSi~ daabrunebda. `am mZime xanaSi, vardisferi dReebis nos-

talgia momxmarebels retroproduqtebsa da dizainze aRuZravs madas,~ _

ambobs meore eqsperti.

amis dasturad uamravi magaliTis moyvana SeiZleba: Kellog-ma Zveli CornFlakes-is (,,bati-butis’’) warmoeba aRadgina, manqanebis mwarmoeblebma ki _ retro

Roadster-ebisa, rogorebicaa Porsche Boxter-i da Chrysler-PT Cruiser-i; Pepsi-im Tavisi

produqciis gayidvis dasaxmareblad, isev daatriala reklama roling stoun-

sis “Brown Suger”-isa da jeims braunis “I feel Good”-is musikaluri foniT; jenis

joplinis mkveTri xma ki isev gahyviris: `RmerTo, ar ginda, miyido me mersedes-

benci?~ Heinz-ma xelaxla daiwyo ketCupis minis klasikuri boTlis warmoeba.

reklama saxelwodebiT `Heinz-i iq iyo” asaxavs 1950-iani wlebis biWebs, rom-

lebic fexburTis moedanze `hoTdogs” miirTmeven. satelevizio qselebma

aRadgines da mayurebels warudgines ganaxlebuli, e.w. retro programebi, rom-

lebic gvepatiJebian karg (*M*A*S*H, L.A.Law, The Cosby Show, The Mary Tyler MooreShow), cud (That’s Increible! Laverne&Shirley) da namdvilad Zvel (American Bandstand,The Honeymooners) droSi dasabruneblad.

albaT, arc erT kompanias warsulis iseTi nostalgia ar hqonia, rogoric

Volkswagen-s. man dasaxuli mizani warmatebiT ganaxorciela. misi pirveli

Volkswagen (VW) Beetle amerikaSi 1949 wels gamoCnda. ubralo, `xoWosebri~

dizainiT, sada zedapiriTa da ekonomiurobiT gamorCeuli Beetle-i qromiTgadatvirTuli da sawvaviT `gaumaZRari~ Detroit-is modelebis sruli antipodi

iyo. miuxedavad imisa, rom mflobelTa umravlesobis azriT, Beetle-i mciresimZlavris, viwro, xmauriani avtomanqana iyo da, amasTan, zamTarSi iyineboda,

yovelive amas isini modelis mimzidvel Tvisebebad aRiqvamdnen. am umniSvnelo

usiamovnebaTa miuxedavad, Beetle-is yidva da eqspluatacia iafi jdeboda; igi

satareblad moxerxebuli da, rac yvelaze mniSvnelovania, TvalSisacemi iyo.

1960-ian wlebSi, rodesac aTasobiT axalgazrda beibi-bumeri Tavis pirvel

avtomanqanas yidulobda, moTxovna am manqanaze saocrad gaizarda, Beetle-i gad-moscemda amboxis grZnobas damkvidrebuli formebis winaaRmdeg. igi amerikis

istoriaSi yvelaze popularuli avtomanqana xdeba,romlis gayidvebis ricxvic

1968 wlisaTvis 423000-s aRwevs. miuxedavad amisa, 1970-iani wlebis bolos

bumerebma TavianTi dro moWames da Bug-maniamac Caiara, xolo Volkswagen-ma aSS-Si Beetle-is warmoeba Sewyvita. da mainc, aTwleulebis Semdegac, es saocari

avtomanqana kvlavac iwvevs Rimilsa da Zlier emociebs. TiTqmis yvela, vinc 30

wels gadaabija, Beetle-sTan dakavSirebul sasiamovno istorias yveba.

mozRvavebuli nostalgiis sapasuxod, Volkswagen-ma 1998 wels axali BeetlegamouSva. garegnulad, aRdgenili Beetle-i originals waagavs, romelic garda-

suli droebis Zlier emociebsa da tkbil mogonebebs aRZravs; misi saloni ki

Tanamedrove niSan-TvisebebiT aris aRWurvili. industriis analitikosis

TqmiT _ `dabrunebuli Beetle-i romantizmisa da mizanSewonilobis kombinacias

efuZneba. mas gaaCnia maRalteqnologiuri mravaldinamikiani stereosistema,

fanjrebis eleqtroamwevebi, kruizkontroli da zeda xedvis fanjara eleqtro-

marTviT, rac mas didad ganasxvavebs Zveli Bug-isagan. axal versias yvela is

Tanamedrove Tviseba gaaCnia, romelsac dRes avtomanqanis myidveli moiTxovs.

magaliTad, usafrTxoebis oTxi gasaberi CanTa da mobiluri telefonebis

damteni. Tumca, mas xalxi mxolod am Tvisebebis gamo rodi yidulobs. nacnobi

burTis forma, romelic dResac Rimils iwvevs, Seicvala mTeli rigi

upiratesobebiT, rac, marTlac, emociebis momgvrelia.~

axali Beetle-is pirveli reklama, ZiriTadad, nostalgiis Temaze iyo age-

buli, magram, imavdroulad, Zveli Beetle-is memkvidreobasac acocxlebda. `Tu

sakuTari suli 80-ian wlebSi gayideT, axla Sansi geZlevaT, xelaxla iyidoT

igi~, _ acxadebs erT-erTi reklama. `naklebi yvavilebi da meti Zala~,

TTaavvii 33 marketinguli garemo 69

mmaarrkkeettiinngguullii ggaarreemmoo

(Marketing environment)gare monawileebi da

Zalebi, romlebic

zegavlenas axdenen

marketingis marTvis

unarze _ aagos da

SeinarCunos warma-

tebuli urTier-

Tobebi miznobriv

momxmareblebTan.

`dabruneba mSvenieri, axali niSan-TvisebebiT _ hitis msgavsad~, `0-dan 60-mde?

diax~ _ aseTia sareklamo sloganebi.

Volkswagen-ma axali Beetle-is bazarze gasatanad, investiciis saxiT, 560 mil-

ioni dolari Cado. investiciam didi dividendebi moitana, radganac moTxovnam

swrafad gadaaWarba miwodebas. jer kidev manamde, sanam pirveli avtomanqanebi

VW-is vitrinebSi gamoCndebodnen, dilerebi flobdnen im klientebis grZel

siebs, romelTac Bug-ebis unaxavad yidvis survili hqondaT. axali Beetle-iTaobaTa hiti gaxda. igi im axalgazrdebsac SeuyvardaT,romelTac saerTod ar

axsovdaT Bug-is originali.

Tavdapirvelad,Volkswagen-is realizaciam (ramac CrdiloeT amerikaSi 50000

erTeuli Seadgina) pesimisturi ganwyoba Seqmna. kompaniam aSS-sa da kanadaSi

64000-ze meti axali Bug-i mxolod 9 Tvis Semdeg gayida. gayidvis maCvenebeli

dResac rekordulia _ aSS-Si axali Beetle-i Volkswagen-is gayidvebis meoTxeds

Seadgens. gasuli aTwleulis manZilze, swored misi meSveobiT,VW-is raeliza-

cia xuTjer gaizarda.

Volkswagen-i amaze ar SeCerebula da 2003 wlis dasawyisSi energiuli,

patara kabrioleti Beetle-i gamouSva. jer kidev warmoebis procesSi kabrio-

letebis naxevarze meti dilerebis mier ukve gayiduli iyo. ès, ubralod,

mSvenieri, bednieri mgzavrobaa,~ _ ambobs aRfrTovanebuli mepatrone. axali

modelis reklamebi ufro martiv, naz dros acocxleben. erT-erTi reklama

asaxavs momRimar adamianTa jaWvur reaqcias: quCaSi mosiarule adamiani

Cerdeba da meores exmareba, meore _ mesames da ase Semdeg. bolos, reklamaSi

naCvenebia, Tu ra iwvevs im pirvel adamianis Rimils – es VW-kabrioletia.

2005 wels Volkswagen-ma Zveli, klasikuri mikroavtobusis xelaxla

gamoSveba ganaxorciela. axalgazrda myidvelTa umravlesoba verc ki

ixilavda Microbus-s, es ukanaskneli Grabeful Dead-is Souze rom ar waredginaT.

sacdelma modelebma didi gamoxmaureba pova avtoCvenebebze iaponiasa da

evropaSi.

àTaswleulis cieb-cxeleba~ marketingul garemoSi farTo diapazonis

Zalebis Serwymam gamoiwvia, dawyebuli teqnologiuri, demografiuli,

ekonomikuri ZalebiTa daYdamTavrebuli kulturuli, socialuri da poli-

tikuri faqtorebiT. aRniSnuli mimarTulebis mkvlevarTa azriT, nostalgia

Zlierdeba mosaxleobis asakisa da drosTan dakavSirebuli sirTuleebis

zrdasTan erTad. aseT garemoSi, axali Beetle-i, romelic mdidaria warsuliT,

brwyinvale momavlisaken miikvlevs gzas. `Beetle-i mxolod nostalgia rodia. es

aris praqtikuli modeli, romelic TaobaTa emociebTan mWidrod aris

dakavSirebuli,~ _ ambobs Trend Journal-is redaqtori jerald selento. sxva

analitikosis azriT ki, àxali Beetle-i Cveni romantikuli warsulia, romelic

dRevandelobazea morgebuli. es aris gansxvavebuli, magram Zalze nacnobi

avtomanqana, romelic uZlebs dros.~1

rogorc wina TavebSi aRvniSneT, marketologebma kargi urTierTobebi unda

daamyaron myidvelebTan, kompaniis sxva wevrebTan da gare partniorebTan. yove-

lives efeqturad warmarTvisaTvis, maT unda Seiswavlon ZiriTadi garemo

Zalebi, romliTac garSemortymulia es urTierTobebi. kompaniis mmaarrkkeettiinngguullii

ggaarreemmoo moicavs gare monawileebsa da Zalebs, romlebic gavlenas axdenen mar-

ketingis marTvis unarze, aagos da SeinarCunos warmatebuli urTierTobebi

miznobriv momxmareblebTan. marketinguli garemo gvTavazobs rogorc

SesaZleblobebs, ise safrTxeebsac. warmatebul kompaniebs gacnobierebuli

aqvT cvalebad garemo pirobebze mudmivi dakvirvebisa da masTan adaptaciis

mniSvneloba.

dRes, 21-e saukuneSi, momxmareblebsac da marketologebsac Zalze

ainteresebT, Tu ras gviqadis momavali. garemos swrafi cvla grZeldeba.

kompaniaSi, yvelaze metad, marketologi unda iyos tendenciebis mimdevari da

SesaZleblobaTa maZiebeli. miuxedavad imisa, rom garemo pirobebs

organizaciaSi TiToeuli menejeri adevnebs Tvalyurs, marketologebs

saamisod sul sxva, gansakuTrebuli unari gaaCniaT. isini, marketinguli gare-

mos Sesaxeb informaciis mosapoveblad, or sruliad gamokveTil meTods

iyeneben _ marketingul dazvervasa da marketingul kvlevas; amasTan, met dros


uTmoben myidvelTa da konkurentul garemos. yovelives saguldagulo

SeswavliT marketologebs SeuZliaT TavianTi strategiebis adaptireba, raTa

mzad iyvnen bazris axali gamowvevebisa da SesaZleblobebis Sesaxvedrad.

marketinguli garemo mikro da makrogaremosagan Sedgeba. mmiikkrrooggaarreemmoo

aris kompaniasTan axlos arsebuli erTeulebi, romlebic zegavlenas axdenen

mis unarze, moemsaxuros Tavis myidvelebs. esenia: kompania, momwodeblebi, mar-

ketinguli Suamavlebi, samomxmareblo bazari, konkurentebi da sazogadoeba.

mmaakkrrooggaarreemmoo moicavs Zlier socioeTikur Zalebs _ demografiuls,

ekonomikurs, bunebrivs, teqnologiurs, politikursa da kulturuls, romlebic

zemoqmedeben mikrogaremoze. Tavdapirvelad, Cven kompaniis mikrogaremos

SevexebiT.

■❚kkoommppaanniiiiss mmiikkrrooggaarreemmoo

marketinguli marTvis mizania, myidvelTa faseulobisa da kmayofilebis

SeqmniT daamyaros maTTan mWidro urTierTobebi. magram marketingis mene-

jerebi am mizans damoukideblad ver miaRweven. suraTi 3.1 gviCvenebs im mTavar

erTeulebs, romlebic marketologis mikrogaremoSi monawileoben. mar-

ketinguli warmateba moiTxovs urTierTobebis Camoyalibebas kompaniis sxva

departamentebTan, momwodeblebTan, marketingis SuamavlebTan, myidvelebTan,

konkurentebTan da mravalferovan sazogadoebasTan, romlebic, erTobliobaSi,

qmnian kompaniis faseulobaTa miwodebis qsels.

kkoommppaanniiaa

marketinguli gegmis Sedgenisas marketingis menejerma unda iTanamSromlos

kompaniaSi arsebul iseT jgufebTan, rogorebicaa umaRlesi menejmenti,

finansebis, kvlevisa da ganviTarebis (R&D), Sesyidvebis,warmoebisa da buRalte-

riis samsaxurebi. es urTierTgadajaWvuli jgufebi qmnian kompaniis Sida gare-

mos. menejmentis umaRlesi rgoli gansazRvravs kompaniis misias, mis miznebs,

zogad strategiebsa da kompaniis politikas. marketingis menejerebi

gadawyvetilebebs iReben im strategiebisa da gegmebis farglebSi, romlebsac

umaRlesi menejmenti adgens.

marketingis menejerebma, aseve, mWidrod unda imuSaon kompaniis departamen-

tebTan. finansebis ganyofileba asrulebs fondebis mozidvasa da gamoyenebas

marketinguli gegmis gansaxorcieleblad. kvlevisa da ganviTarebis ganyo-

fileba usafrTxo da mimzidveli produqtebis Seqmnaze amaxvilebs yurad-

Rebas; Sesyidvebis samsaxuri momaragebasa da im nedleulze Tu masalaze agebs

pasuxs, romelic sasurveli xarisxisa da saWiro raodenobis produqtis

misaRebad aris saWiro; buRalteriam ki Semosavali da xarjebi unda aRricxos.

yvela departamenti, erToblivad, did zegavlenas axdens marketingul gegmebsa

da qmedebebze. marketinguli koncefciis Tanaxmad, yvela am funqciam `unda

Caafiqros momxmarebeli~. maT harmoniulad unda imuSaon, raTa uzrunvelyon

myidvelTa umaRlesi faseuloba da kmayofileba.

mmiikkrrooggaarreemmoo

(Microenvironment)kompaniasTan axlos

arsebuli erTeule-

bi, romlebic zegav-

lenas axdenen mis

unarze, moemsaxuros

Tavis myidvelebs.

esenia: kompania, mom-

wodeblebi, marketin-

guli Suamavlebi,

samomxmareblo baz-

rebi, konkurentebi

da sazogadoeba.

mmaakkrrooggaarreemmoo

(Macroenvironment)Zlieri socioeTi-

kuri Zalebi (demog-

rafiuli, ekonomiku-

ri, bunebrivi,

teqnologiuri, poli-

tikuri da kultu-

ruli), romlebic

moqmedeben mikroga-

remoze.

ssuurraaTTii 33..11

mikrogaremos

ZiriTadi monawileebi


mmaarrkkeettiinngguullii

SSuuaammaavvlleebbii

(Marketingintermediaries)firmebi, romlebic

kompaniebs produqte-

bis warmoCenaSi,

gayidvasa da dis-

tribuciaSi exmare-

bian. maT miekuT-

vnebian gadamyidve-

lebi, fizikuri dis-

tribuciis firmebi,

marketinguli mom-

saxurebis saagen-

toebi da finansuri

Suamavlebi.

mmoommwwooddeebblleebbii

momwodeblebi mniSvnelovan rols TamaSoben momxmareblebisaTvis faseulobis

miwodebis sistemaSi. isini kompanias saqonlisa da momsaxurebis warmoebisTvis

saWiro resursebiT uzrunvelyofen. momwodebelTa problemebma SesaZloa

seriozulad imoqmedos marketingzec. marketingis menejerebma Tvalyuri unda

adevnon momwodebelTa SesaZleblobebs _ resursebis miwodebis simcirem an

gadavadebam, muSaTa saprotesto gamosvlebma Tu sxva movlenebma SesaZloa

gamoiwvios gayidvebis moklevadiani Seferxeba da ziani miayenos myidvelTa

grZelvadian kmayofilebas. marketingis menejerebma, agreTve, yuradReba unda

gaamaxvilon kompaniaSi Semomavali nedleulisa Tu nawarmis faswarmoqmnis

tendenciebze. momaragebis mzardma xarjebma SesaZloa gamoiwvios warmoebuli

produqciis fasis zrda, rac, Tavis mxriv, zians miayenebs kompaniis gayidvebs.

dRes marketologTa umravlesoba Tavis momwodeblebs epyroba rogorc

partniorebs. Wal-Mart-i akeTebs yvelafers, raTa iTanamSromlos Tavis momwo-

deblebTan; magaliTad, saSualebas aZlevs, raTa mis maRaziebSi gamocadon

axali produqtebi. kompaniis Sesabamisi ganyofileba gamoscems specialur

megzurs da mxars uWers saTanado veb-gverds, rac momwodeblebs exmareba,

marTon Wal-Mart-is Sesyidvis procesebi. kompaniam icis,rom kargi partnioruli

urTierTobebi utyuari garantiaa, rogorc Wal-Mart-is, ise momwodeblebis,

sabolood ki, myidvelTa warmatebisaTvis.

mmaarrkkeettiinngguullii SSuuaammaavvlleebbii

mmaarrkkeettiinngguullii SSuuaammaavvlleebbii es is firmebia, romlebic kompaniebs produqtebis

saboloo myidvelTan warmoCenaSi, gayidvasa da distribuciaSi exmarebian. am

kategorias miekuTvnebian gadamyidvelebi, fizikuri distribuciis firmebi,

marketinguli momsaxurebis saagentoebi da finansuri Suamavlebi. gadamyid-

velebi warmoadgenen distribuciis arxis erT-erT rgols, romlebic kompanias

myidvelebis moZiebaSi an maTTvis produqtis miyidvaSi exmarebian. maT ganekuT-

vnebian biTumad da sacalod movaWreebi,romlebic yiduloben da xelaxla yid-

ian saqonels. gadamyidvelTa SerCeva da maTTan partnioruli urTierTobis

damyareba arcTu ise advilia. wavida is dro, rodesac mwarmoeblebs SeeZloT

patara, damoukidebel gadamyidvelTagan arCevani. sadReisod, isini aRmoCndnen

iseTi didi da mzardi gadamyidveli organizaciebis pirispir, rogorebic

arian: Wal-Mart, Target, Home Depot, Costco da Best Buy. am organizaciebs sakmarisiZala aqvT, raTa marTon urTierTobebi an, sulac, gaaZevon didi bazrebidan esa

Tu is mwarmoebeli.

fizikuri distribuciis firmebi kompaniebs exmarebian, raTa maT Tavi mou-

yaron da gadaitanon saqoneli warmoebis adgilidan daniSnulebis adgilamde.

sabiTumo maRaziebTan da gadamzidvel firmebTan TanamSromlobiT, kompaniam

unda SeimuSaos saqonlis gadatanis saukeTeso gzebi, raTa daabalansos iseTi

faqtorebi, rogorebicaa xarji, miwodebis siCqare da usafrTxoeba. mar-

ketinguli momsaxurebis saagentoebs warmoadgenen marketinguli kvlevis kom-

paniebi, sareklamo da media-dagegmvis saagentoebi da marketingis sakonsulta-

cio firmebi, romlebic kompanias exmarebian miznobrivi auditoriis

gansazRvrasa da swored SerCeul bazrebze sakuTari produqciis

stimulirebaSi. kompaniam saguldagulod unda SearCios saagento, romelTanac

TanamSromlobas gadawyvets,radgan isini gansxvavdebian SemoqmedebiTi unariT,

xarisxiT, momsaxurebiTa da fasebiT. finansuri Suamavlebi moicaven bankebs,

sakredito Tu sadazRvevo kompaniebsa da sxva biznesebs, romlebic xels

uwyoben finansur tranzaqciebs an azRveven saqonlis yidvasa da gayidvasTan

dakavSirebul riskebs. firmebisa da myidvelebis umravlesoba finansur

Suamavalzea damokidebuli, raTa daafinanson TavianTi garigebebi.

momwodeblebis msgavsad, marketinguli Suamavlebi kompaniis faseulobis

miwodebis erTiani sistemis mniSvnelovan komponents warmoadgenen.

urTierTobebis gzebis Ziebisas, myidvelTa moTxovnilebebis srulad dakmayo-

filebis mizniT, kompaniam unda gaakeTos ufro meti, vidre mxolod sakuTari

maCveneblebis optimizaciaa. man unda efeqturad iTanamSromlos marketingul

SuamavlebTan, raTa moaxdinos mTeli sistemis maCveneblebis optimizacia.

amgvarad, dRes marketologebi acnobiereben TavianT SuamavlebTan part-

nioruli muSaobis mniSvnelobas. isini maT ar uyureben, rogorc, ubralod,


sadistribucio arxebs, romelTa meSveobiTac yidian sakuTar produqcias.

magaliTad, Coca-Cola-s aTwliani urTierToba aqvs Wendy’s-Tan, rac mas gamag-

rilebeli sasmelebiT swrafi kvebis qselebis

eqskluziuri mommarageblis statuss aniWebs.

sinamdvileSi, Coca-Cola Wendy’s-s uzrunvelyofs

ufro metiT, vidre, ubralod, gamagrilebeli sas-

melebia. igi mas Zlier marketingul mxardaWe-

rasac ukeTebs.

Wendy’s-s hyavs jvaredin-funqcionaluri

jgufi, romelic Coca-Cola-s 50 TanamSromli-

sagan Sedgeba. es jgufi Coke-is mier finan-sdeba. bevrad ufro met xarjs saWiroebs

Coca-Cola-s mier Catarebuli kvlevebi, romlis

SedegebiTac igi Tavis partniorebs amara-

gebs. Coca-Cola Zal-Rones ar iSurebs, raTa

Seiswavlos gamagrilebeli sasmelebis momx-

mareblebi da daarwmunos partniorebi, rom

maT am Sedegebis gamoyeneba SeuZliaT. kompa-

nia aSS-s TiToeuli safosto indeqsis qveS

mcxovrebi xalxis demografiul maCveneb-

lebs aanalizebs da am informacias iyenebs,

raTa Seqmnas kompiuteruli programa saxe-

lad Solver-i. miznobrivi auditoriis SesaxebSekiTxvebze pasuxis gacemiT, Wendy’s-is fren-Caizingis mflobelebs SeuZliaT gansaz-

Rvron, maT teritoriaze mcxovrebi myid-

velebi Coca-Cola-s romel brends aniWeben

upiratesobas. Coca-Cola-m, aseve, kargad Seis-wavla menius dizaini, raTa daedgina, Tu ro-

meli iarliyi, Srifti, asoTa zomebi, ferebi

da vizualuri mxareebi ganapirobebs momx-

mareblebis mxridan ufro meti sakvebisa da

sasmelis SekveTas. aseTma intensiurma part-

niorulma Zalisxmevam Coca-Cola-s AaSS-Si gamag-rilebeli sasmelebis bazris 65-procentiani

wili moutana maSin, rodesac Pepsi-s wili

mxolod 24 procents Seadgens.2

mmyyiiddvveelleebbii

kompaniam kargad unda Seiswavlos myidvelTa bazrebis xuTi tipi. samomxmare-

blo bazari moicavs individualur pirebsa da ojaxebs, romlebic produqtsa

da momsaxurebas piradi moxmarebisaTvis iZenen. biznesbazrebi produqtsa da

momsaxurebas Seisyidian maTi Semdgomi damuSavebis an sxva produqtis warmoe-

bis procesSi gamoyenebis mizniT maSin, rodesac gadamyidvelTa bazari pro-

duqtsa da momsaxurebas yidulobs, raTa, mogebisaTvis, xelaxla gayidos.

samTavrobo bazars qmnian samTavrobo saagentoebi, romlebic saqonels an

saTanado momsaxurebas iZenen imisaTvis, rom awarmoon Sesabamisi sazogadoe-

brivi momsaxureba (komunaluri samsaxuri, sazogadoebrivi transporti da a.S).

dabolos, saerTaSoriso bazrebi Sedgeba sxva qveynebSi arsebuli myidvelebis-

gan, romelTa Soris arian momxmareblebi, biznesebi, gadamyidvelebi da

mTavrobebi. bazris TiToeul tips gaaCnia gansakuTrebuli maxasiaTebeli

Tvisebebi, romlebic gamyidvelebma saguldagulod unda Seiswavlon.

kkoonnkkuurreenntteebbii

marketingul koncefciaSi xazgasmiT aris aRniSnuli, rom warmatebis misaRwe-

vad kompaniam unda Seqmnas myidvelTa ufro didi faseuloba da kmayofileba,

vidre amas konkurentebi gaakeTeben. amdenad, marketologma unda gaakeTos

ufro meti, vidre, ubralod, miznobrivi momxmareblis moTxovnilebebze adapta-

ciaa. maT, agreTve, unda moipovon strategiuli upiratesoba imis saSualebiT,

■ TanamSromloba marketingul SuamavlebTan: Coca-ColaWendy's uzrunvelyofs bevrad ufro metiT, vidre, ubralod,

gamagrilebeli sasmelebia. igi mas, agreTve, Zlier mar-

ketingul mxardaWeras ukeTebs.


ssaazzooggaaddooeebbaa (Public)nebismieri jgufi,

romelsac aqvs faq-

tobrivi an potenci-

uri interesi Tu

gavlena organi-

zaciis SesaZleb-

lobaze, miaRwios

sakuTar miznebs.

rom momxmarebelTa SegnebaSi konkurentebze ufro mZlavrad moaxdinon

TavianTi SeTavazebebis pozicionireba.

ar arsebobs iseTi konkurentunariani marketinguli strategia, romelic

yvela kompanias moergeba. TiToeul firmas, industriaSi, konkurentebisgan gan-

sxvavebuli, sakuTari pozicia unda gaaCndes. did firmebs, romelTac

industriaSi dominanturi poziciebi ukaviaT, SeuZliaT gamoiyenon strate-

giebi, romelTac SedarebiT patara firmebi ver gawvdebian. Tumca mxolod

masStabebi sakmarisi ar aris. didi kompaniebisaTvis arsebobs rogorc momge-

biani, ise wamgebiani strategiebi. Tavis mxriv, patara firmebsac SeuZliaT

ganaviTaron iseTi strategiebi, romelTa saSualebiTac, did firmebTan

SedarebiT, ukeTesi mdgomareoba eqnebaT.

ssaazzooggaaddooeebbaa

kompaniis marketinguli garemo mravalferovan sazogadoebasac moicavs. ssaazzoo--

ggaaddooeebbaa aris nebismieri jgufi, romelsac aqvs faqtobrivi an potenciuri

interesi Tu gavlena organizaciis SesaZleblobaze, miaRwios sakuTar miznebs.

Cven SegviZlia gamovyoT sazogadoebis Svidi tipi:

■ ffiinnaannssuurrii ssaazzooggaaddooeebbaa zegavlenas axdens kompaniis SesaZleblobaze,

moipovos finansuri resursebi. bankebi, sainvesticio kompaniebi da

aqcionerebi finansuri sazogadoebis ZiriTadi warmomadgenlebi arian.

■ mmeeddiiaa--ssaazzooggaaddooeebbaa moicavs informacias, saav-

toro gadacemebs da saredaqcio Sexedule-

bebs. esenia: gazeTebi, Jurnalebi, radio da

televizia.

■ ssaammTTaavvrroobboo ssaazzooggaaddooeebbaa.. menejmentma unda

gaiTvaliswinos mTavrobis gadawyvetilebebi

da misi ganviTareba. marketologebma kom-

paniis iuristebTan xSirad unda gaiaron

saTanado konsultaciebi produqtis usaf-

rTxoebasTan, reklamis sandoobasa da sxva

sakiTxebTan dakavSirebiT.

■ aaqqttiiuurr mmooqqaallaaqqeeTTaa ssaazzooggaaddooeebbaa.. kompaniis

marketingul gadawyvetilebebTan dakavSire-

biT, SesaZloa kiTxvebi gauCndeT momxmare-

belTa organizaciebs, garemos dacvis warmo-

madgenlebs, nacionalur umciresobaTa

jgufebsa Tu sxvebs. amgvar moqalaqeTa jgu-

febTan urTierTobis damyarebaSi kompanias

sazogadoebasTan urTierTobis ganyofileba

exmareba.

■ aaddggiilloobbrriivvii ssaazzooggaaddooeebbaa Sedgeba mezoblad

mcxovrebi momxmareblebisa da mezoblad

mofunqcionire organizaciebisagan. didi

kompaniebi, xSirad, niSnaven samoqalaqo ur-

TierTobebis oficrebs, romlebic amyareben

urTierTobebs, eswrebian Sexvedrebs, pasuxo-

ben SekiTxvebs da xels uwyoben perspeqtiul

wamowyebebs.

■ ssaazzooggaaddooeebbiiss ffaarrTToo ffeenneebbii.. kompaniam yu-

radReba unda gaamaxvilos sazogadoebis

farTo fenebis damokidebulebaze sakuTari

produqtisa da saqmianobisadmi. kompaniis sa-

zogadoebrivi imiji did gavlenas axdens mis

gayidvebze.

■ sazogadoeba: am reklamaSi Wal-Mart-i aRiarebs rogorc adg-ilobrivi sazogadoebis, ise misi TanamSromlebis mniSvnelo-

bas. kompaniis e.w. `kargi muSaobis stimulirebis programa~

mxolod erTi magaliTia Mal-Mart-is monawileobisa, qveynis

maStabiT, sxvadsxva sazogadoebriv RonisZiebebSi, riTic

Zlier amayobs igi.


■ kkoommppaanniiiiss SSiiddaa ssaazzooggaaddooeebbaa Sedgeba sxvadasxva kategoriis TanamSromlebis,

menejerebis, moxaliseebisa da direqtorTa sabWosagan. didi kompaniebi

iyeneben sainformacio werilebsa Tu sxva saSualebebs, raTa informacia mia-

wodon Sida sazogadoebas da moaxdinon misi motivacia. rodesac TanamS-

romlebi sakuTari kompaniisadmi dadebiTad arian ganwyobilni, es muxti

mTel gare sazogadoebazec vrceldeba.

kompanias marketinguli gegmebis SemuSaveba SeuZlia rogorc myidvelTa

bazrebis, ise sazogadoebis am ZiriTadi jgufebisTvisac. warmovidginoT, rom

kompanias, sazogadoebis erT-erTi jgufis mxridan, surs gansakuTrebuli

reaqciis miReba (keTili nebis gamoxatva, sasurveli informaciis sityvierad

gavrceleba an Sewiruloba droisa Tu fulis saxiT). amisaTvis kompaniam am

sazogadoebisaTvis unda Seqmnas SeTavazeba, romelic sasurveli reaqciis

misaRebad sakmaod momxibvleli iqneba.

■❚ kkoommppaanniiiiss mmaakkrrooggaarreemmoo

kompania da mikrogaremos yvela sxva monawile Zalebi ufro did makrogare-

moSi moqmedeben, romelic kompaniisaTvis qmnis rogorc SesaZleblobebs, ise

safrTxeebs. suraTi 3.2 gviCvenebs kompaniis makrogaremos eqvs mTavar Zalas. am

Tavis momdevno nawilSi ganvixilavT am Zalebs da maT zemoqmedebas mar-

ketingul gegmebze.

ddeemmooggrraaffiiuullii ggaarreemmoo

ddeemmooggrraaffiiaa aris mosaxleobis Seswavla raodenobis, simWidrovis, adgilmdeba-

reobis, asakis, sqesis, rasis, saqmianobisa da sxva statistikuri monacemebis

mixedviT. demografiuli garemo marketologTa mTavar interess warmoadgens,

radgan igi Sedgeba adamianebisagan, romlebic, Tavis mxriv, bazrebs qmnian.

msoflios mosaxleoba gasaocari siswrafiT izrdeba. axla igi 6.3 miliar-

dze mets Seadgens, 2030 wlisaTvis ki misi ricxvi 8.2 miliards gadaaWarbebs.3

msoflios mravalricxovani da mravalferovani mosaxleoba SesaZleblobaTa

da gamowvevaTa farTo arCevans gvTavazobs. ramdenime wuTiT dafiqrdiT msof-

lioze da masSi Tqvens adgilze. Tu msoflios soflis masStabebSi

gadaviyvanT, romelic 1000 adamianiT aris dasaxlebuli, aseT suraTs miviRebT:4

■ sofelSi icxovrebda 520 qali da 480 mamakaci, 330 bavSvi, 65 wels gadacile-

buli 60 adamiani, kolejis 10 kursdamTavrebuli da 335 gaunaTlebeli,zrdas-

ruli piri.

■ iqneboda 52 Crdiloamerikeli, 55 rusi, 84 laTinoamerikeli, 95 evropeli, 124

afrikeli da 584 azieli.

■ komunikacia iqneboda metad rTuli: erTi naxevridan 165 ilaparakebda Cinur

enaze, 85 _ inglisurad, 83 _ hindize, 64 _ espanurad, 58 _ rusulad da 37 _

arabulad; meore naxevari ki _ 5000 sxvadasxva enaze.

ddeemmooggrraaffiiaa

(Demography)mosaxleobis

Seswavla raodeno-

bis, simWidrovis, ad-

gilmdebareobis,

asakis, sqesis, rasis,

saqmianobisa da sxva

statistikuri mona-

cemebis mixedviT.

ssuurraaTTii 33..22

kompaniis makrogare-

mos mTavari Zalebi


■ Cven Soris icxovrebda 329 qristiani,

178 musulmani, 32 indusi, 60 budisti, 3

iudeveli, 167 saerTod ureligio, 45

aTeisti da sxva religiebis 86 mimde-

vari.

■ Cveni mosaxleobis erTi mesamedi upi-

ratesobas mianiWebda sufTa, usaf-

rTxo sasmel wyals. Cveni bavSvebis

naxevarze meti imunizebuli iqneboda

infeqciebisagan.

■ tyiT dafaruli miwebi sofelSi

swrafad Semcirdeboda, SiSveli miwe-

bi ki, piriqiT, gaizrdeboda. soflis

mosavliani miwebis 40 procenti, rome-

lic Cveni sasuqebis 83 procentiT

iqneboda ganoyierebuli, mogvcemda

sakvebis 72 procents, romelic 270

adamians daakmayofilebda. danarCeni

miwis 60 procenti ki, sasuqis 17 pro-

centis gamoyenebis Sedegad, mogvcemda

sakvebis 28 procents, romelsac dar-

Cenili 730 adamiani gainawilebda. so-

felSi 500 adamiani sakvebis ukmariso-

biT daitanjeboda.

■ 1000-dan mxolod 200 adamiani gaakon-

trolebda soflis simdidris 75 procents, meore 200 ki simdidris mxolod 2

procents miiRebda. 70 adamians eyoleboda avtomanqana. mxolod erTs eqne-

boda kompiuteri da, albaT, isic internetSi CaurTveli.

msoflios mosaxleobis aseTi swrafi mateba uzarmazar gavlenas axdens

biznesze. mzardi mosaxleoba mzardi adamianuri moTxovnilebebis dakmayofi-

lebas moiTxovs. mosaxleobis msyidvelobiTi unaris zrda warmoadgens gare-

moSi gaCenil SesaZleblobas kompaniebisaTvis. magaliTad, CineTis mTavrobam,

mosaxleobis zrdis tempis SeCerebisa da kontrolis mizniT, SemoiRo kanoni,

romelmac SezRuda Sobadoba (TiToeul ojaxze TiTo bavSvi). Sedegad, Cineli

bavSvebi saocrad ganebivrebulni arian. `patara imperatorebi da impera-

tricebi~ _ ase uwodeben maT CineTSi da anebivreben sxvadasxva saCuqrebiT,

dawyebuli kamfetebiTa da kompiuterebiT damTavrebuli. am sindroms `eqvsjib-

iani sindromis~ saxeliT icnoben: eqvsi ufrosi, maT Soris mSoblebi da mosiy-

varule bebia-babuebi, bavSvebs yvelanair axirebas usruleben. axla pekinSi

mSoblebi TavianTi Semosavlis 40 procents erTaderT sayvarel Svils axar-

javen. am tendenciam asparezi misca saTamaSoebis mwarmoebel iseT kompaniebs,

rogorebicaa Japan’s Bandai Company (romelic Tavisi reinjerebiT aris cnobili),

Denmark’s Lego Group-i da Mattel-i (romelTac CineTis bazarze TavianTi adgili

daimkvidres), McDonald’s-i ki am ganebivrebul TaobaSi triumfaluri warmatebiT

sargeblobs.5

amgvarad, marketologebi fexdafex misdeven demografiul tendenciebsa da

bazrebze mimdinare procesebs rogorc qveynis SigniT, aseve sazRvargareT.

isini iTvaliswineben asakobriv cvlilebebsa da ojaxis struqturas, mosax-

leobis geografiul gadanacvlebas, ganaTlebis maCveneblebsa da mosaxleobis

mravalferovnebas. aq Cven ganvixilavT yvelaze mniSvnelovan demografiul

tendenciebs aSS-Si.

mmoossaaxxlleeoobbiiss aassaakkoobbrriivvii ssttrruuqqttuurriiss ccvvlliilleebbaa.. 2003 wels aSS-is mosaxleoba

291 milion adamianze mets Seadgenda; 2025 wlisTvis ki es maCvenebeli 350 mi-

lionamde gaizrdeba.6 qveyanaSi erTaderTi yvelaze mniSvnelovani demografi-

uli tendencia mosaxleobis asakobrivi struqturis cvlilebaa. rogorc

naCvenebia suraTze 3.3, amerikis mosaxleoba Svidi Taobis jgufisagan Sedgeba.

Cven ganvixilavT sam udides asakobriv jgufs _ e.w. beibi-bumerebs, Taoba X-sa

da Taoba Y-s. yuradRebas agreTve gavamaxvilebT maT zegavlenaze dRevandel

marketingul strategiebze.

■ msoflios mosaxleoba arnaxuli siswrafiT izrdeba, rac marketo-

logTaTvis araerT SesaZleblobasa da gamowvevas qmnis. dafiqrdiT

ramdenime wuTiT msoflioze da masSi Tqvens adgilze.


bbeeiibbii--bbuummeerreebbii _ bavSvebi, romlebic qveyanas meore msoflio omis Semdeg, 1946-

1964 wlebSi moevlinen. AaRniSnul periodSi aSS-Si dawyebuli Sobadobis

bumis gamo, maTma ricxvma 78 milions miaRwia. mas mere swored isini warmoad-

genen yvelaze Zlier Zalas, romelic zegavlenas axdenen marketingul gare-

moze. bumerebi warmoadgendnen moZrav mizans marketologebisaTvis, vinaidan

maT gaiares bavSvobis, Tineijerobis, axalgazrdobis periodebi da amJamad Sua

xnis an cotaTi ufro xanSi Sesulebi arian. dRes isini mosaxleobis 28 pro-

cents Seadgenen, Tumca, gamoimuSaveben qveynis mTliani Semosavlis naxevars.

marketologebi yvelaze did yuradRebas bumerebis Taobis SedarebiT

patara, zeda fenas uTmobdnen _ ufro ganaTlebul, moZrav da mdidar seg-

mentebs. am ukanasknelT bevri saxeliT moixseniebdnen. 1980-ian wlebSi maT “yup-pies”-i (young urban professionals), “bumpies”-i (black upwardly moving professionals); “yum-mies”-i (young upwardly moving professinals) da “DINKs”-i (dual income, no-kids couple)erqvaT. 1990-ian wlebSi ki yuppies-ebma da Dinks-ebma gza axal Taobebs _

“DEWKs”-sa (dual earners with kids) da “MOBYs”-s (mother older, baby younger) dauTmes.

axla am Taobisgan gulnatkeni marketologebi maT WOOFs-s (well-off older folks) an

“GRUMPIES”-s (Wirveulebs) uwodeben.

beibi-bumerebma cxovrebis yvela sferoSi Seabijes da biznesisTvis

mravalferovani miznobrivi segmentebi Seqmnes. arseboben mdidari da

SedarebiT dabali Semosavlis mqone bumerebi. maTi 25 procenti rasobrivi an

eTnikuri umciresobis warmomadgenelia.7

yvelaze axalgazrda bumerebi axla 30 wlisani arian, yvelaze xandaz-

mulebma ki 50 wels miaRwies. amerikaSi, yovel wuTs 7 bumeri xdeba 50 wlis da

es tendencia 2014 wlamde gagrZeldeba. 2025 wlisTvis 61-79 wlis asakis beibi-

bumerebis ricxvi 64 milions miaRwevs. amgvarad, bumerebi `axalgazrda

Taobidan~ `welSi moxrilTa Taobad~ gardaiqmnen. mowifuli bumerebi ganic-

dian Sua asakisaTvis damaxasiaTebel emociebs, xelaxla fiqroben TavianTi

samuSaos mizansa da faseulobaze, pasuxismgeblobebsa da urTierTobebze.

isini cxovrebas udgebian ufro stabilurad da meti dafiqrebiT imaze, Tu

rogor cxovroben, azrovneben, Wamen da xarjaven Semosavlebs. asakis matebasTan

erTad, isini did da mniSvnelovan bazars qmnian.

amasTanave, asakovani bumerebis wlebi, Semosavlebisa da xarjvis mxriv, piks

aRwevs. amdenad, isini qmnian axali sacxovreblisa da misi rekonstruqciis,

finansuri momsaxurebebis, mogzaurobisa da garTobis, gare kvebis,

janmrTelobisa da fitnesis produqtebis, Zvirfasi manqanebisa da fufunebis

sxva sagnebis momgebian bazrebs. magaliTad, SarSan sacxovrebeli saxlebis

rekonstruqciisaTvis gaRebuli xarjebis naxevarze meti beibi-bumerebze modi-

oda.8

Secdoma iqneboda, bumerebisTvis mxolod `asakovnebi~ da `solidurebi~

gvewodebina. sinamdvileSi, isini weliwadSi, 30 miliard dolars xarjaven

TavianTi wlovanebisTvis Seuferebel produqtebsa da momsaxurebebze. modiT,

ganvixiloT Semdegi magaliTi:9

deiv konrati vaSingtonis centrSi _ Grooming Loung-Si erTaderTi

gadawyvetilebiT Cavida – ukan daetrialebina saaTis isrebi. 43 wlis

bbeeiibbii--bbuummeerreebbii (Babyboomers)meore msoflio omis

Semdeg, 1946-1964

wlebSi, Sobadobis

bumis dros, aSS-Si

dabadebuli 78 mi-

lioni moqalaqe.

ssuurraaTTii 33..33

aSS-is mosaxleobis

Svidi Taoba.

wyaro: elison stein

velneri, `TaobaTa da-

yofa~, amerikeli de-

mografebi, 2000 wlis

oqtomberi, gv. 53-58


komerciulma mSenebelma gaikeTa

axali varcxniloba, gaiparsa

wveri, romelic mis garujul saxes

asaks matebda, swrafi masaJiT

moiSora Rababi, SeiZina kanis

tonaluri kremi da saparsi zeTi.

yvelaferi es mSenebels 100

dolari daujda, magram igi kmay-

ofili iyo. `28 wlis ymawviliviT

vgrZnob Tavs. bevrs vmuSaob da,

Cemi azriT, 100 dolari araferia

imisaTvis, rom axalgazrdulad

gamoviyurebode. me amas vimsax-

ureb~, _ acxadebs konrati da

maRaziis vitrinaSi kmayofili

Sehyurebs sakuTar gamosaxulebas.

sxva Taobebisgan gansxvavebiT, bu-

merebi uars amboben pensiaze gasvlaze.

bevri maTgani cdilobs cxovrebis

amaRelvebeli momentebis xelaxla

aRmoCenasa da Tanamedrove ritmis

ayolas. magaliTad, amerikis mogzaur-

Ta asociaciis monacemebis mixedviT,

bolo 5 wlis ganmavlobaSi, qveynis

saSualo da asakovani mosaxleobis naxevari ardadegebze saTavgadasavlo

mogzaurobebSi dadioda. maTgan 56 procenti bumeri iyo. Harley-Davidson-ismyidvelTa saSualo asaki 46 welia, anu zustad imdeni, ramdenisac bumerebis

Taobis warmomadgenlebi arian. wylis motocikletebis industria axalgazrda

momxmareblebidan saSualo asakis bumerebze da maT Svilebze gadaerTo.10

erTkaciani, dasadgomi wylis motocikletebi axla bazris

mxolod 1 procents Seadgens. axal modelebs aqvT ufro farTo, 3-4-

kaciani dasajdomi adgilebi, specialuri saTavsoebi gasagrilebeli

sasmelebisTvis da fexebis dasvelebis sawinaamRdego saSualebebi.

praqtikulad, isini wylis mini-manqanebs warmoadgenen. amgvarad,

bumerebs surT, mudam axalgazrduli cxovrebis stils misdion.

TTaaoobbaa XX.. bumerebis periods moyva `Sobadobis kleba~ da Seiqmna 45-milioniani

axali Taoba, romlis warmomadgenlebis dabadebis wlebia 1965-1976. duglas

koplenti am Taobas `Taoba X~-s uwodebs, radgan isini bumerTa CrdilSi imyo-

febian da TaobaTa maxasiaTeblebi naklebad aqvT gamokveTili. maT

sxvanairadac moixsenieben: `beibi basterebi~, `Crdilis Taoba~ an “yiffies”, racSemdegi sityvebis abreviaturaa _ axalgazrda, individualuri, Tavisuflebis

moyvaruli Taoba.

Taoba X-is warmomadgenlebi gamoirCevian cxovrebiseuli gamocdilebiT.

ganqorwinebis raodenobis zrdisa da dedebis dasaqmebis matebis gaTvalis-

winebiT, isini iqcnen pirvel Taobad, romelic adreul asakSi gaTavisuflda

mSoblebis garemocvisagan. iqidan gamomdinare, rom Taoba X-is warmomadgen-

lebi gaizardnen recesiis anu warmoebis daqveiTebisa da korporaciebis

Semcirebis periodSi, maT ufro windaxeduli ekonomikuri xedva aqvT.

Sedegad,Taoba X ufro skeptikuri adamianebis erTobliobaa. isini ciniku-

rad uyureben aragonivrul marketingul qmedebebs, romlebic warmatebis advi-

lad miRwevas gvpirdebian, samagierod, iziareben axal kulturul faseu-

lobebs, zrunaven garemoze da dadebiTad arian ganwyobilni socialurad

pasuxismgebeli kompaniebisadmi. warmatebis Ziebis miuxedavad, isini naklebad

materialistebi da metad romantikulebi arian _ afaseben STabeWdilebebs da

ara SenaZens; surT ukeTesi cxovreba da metad arian motivirebulni, raTa sam-

saxurisgan kmayofilebi darCnen, vidre piradi bednierebis msxverplad gaRebiT

samsa-xurSi winsvlas miaRwion.

erT dros, `MTV-is Taobad~ aRiarebuli, sxeulze sviringis mqone da

“McJob”-is fanatebad wodebuli X-Taoba dRes sul ufro xandazmuli xdeba da

■ beibi-bumerebi: Secdoma iqneboda, bumerebisaTvis mxolod ,,asakovne-

bi'an ,,solidurebi~ gvewodebina. wylis motocikletebis industriam

axalgazrda momxmareblebi miatova da saSualo asakis bumerebis mom-

saxureba daisaxa miznad.

TTaaoobbaa XX (Generation X)45-milioniani Taoba,

romelic dabadebu-

lia beibi_bumerebis

Semdeg, 1965-1976

wlebSi, e.w. ,,Soba-

dobis klebis~''

periodSi.


Zlierdeba. isini ufro metad erTobian

internetiT, vidre sxva jgufebis warmo-

madgenlebi, Tumca amas friad serio-

zuli ganzraxviT akeTeben. X-Taobis

warmomadgenlebi cvlian beibi-bumere-

bis cxovrebis stils, kulturasa da

materialistur faseulobebs. wliurad,

maTi msyidvelobiTi SesaZleblobebi

daaxloebiT 736 miliard dolars

Seadgens. 2010 wlisaTvis isini beibi-

bumerebs gauswreben da, TiTqmis nebis-

mieri kategoriis produq-tisaTvis,

ZiriTad miznobriv bazars Seqmnian.11

aseTi potenciis mqone X-Taobaze

bevri kompania amaxvilebs yuradRebas.

ganvixiloT Semdegi magaliTi:

CrdiloeT Cikagos erT-erT

SemogarenSi, sursaTis yofili

maRazia Trader Joe’s-is gverdiT, mde-

bareobs CB2-is maRazia, sadac moma-vali Taobis myidvelTaTvis say-

ofacxovrebo nivTebis sxvadasxva

koncefciaa warmodgenili. Senoba-

Si teqnojazis xma ismis da dadgmu-

lia uzarmazari ekranebi. Aabra

”CB”-i iSifreba, rogorc Crate&Barrel,“2” ki miuTiTebs, rom maRaziaSi ga-

mofenili saqoneli gankuTvnilia

meore, zedmetad Tamami Taobis, 40

wlamde asakis myidvelebisaTvis.

vin arian CB2-is ZiriTadi momxmare-

blebi? _ es Taoba X-ia. isini arian

25-dan 40 wlamde asakis adamianebi,

romlebic cxovroben, ZiriTadad,

sxvenebSi, binebsa Tu qalaqis sax-

lebSi da ara gareubnebSi. isini

arian skeptikosebi, mouTmenelni da

Zalze moZravi adamianebi. maT uy-

varT tendenciebi, iswrafvian siax-

lisa da SemTxveviTobisaken. CB2-sdasWirda sami weliwadi, raTa am

moTxovnebis damakmayofilebeli,

zustad gansazRvruli miqsi mieRo.

magaliTad, Tu Crate&Barrel-i samza-reulos moyvarulebs izidavs, CB2-ma aRmoaCina, rom misi ZiriTadi

myidvelebi ufro met dros kompiuterebTan atareben; amdenad, samza-

reulosaTvis saWiro nivTebidan yuradReba saofise nivTebze gadaitana.12

TTaaoobbaa Y. erT mSvenier dRes beibi-bumerebi da Taoba X-is warmomadgenlebi

TavianT sadaveebs sxva demografiul jgufs – Y-Taobas gadascemen (maT, aseve,

eqo-bumerebad moixsenieben). 1977-1994 wlebSi dabadebuli beibi-bumerebis

Svilebis ricxvi 72 milions aRwevs, rac Crdilavs X-Taobas da TiTqmis beibi-

bumerebis segments utoldeba. Tineijerobamde asakis bavSvebisa da 20 wlamde

axalgazrdebisagan Semdgari eqo-bumerebis Taoba yidvis upiratesobebsa da

qcevebs ayalibebs.

am Taobam bavSvebisa da Tineijerebis uzarmazari bazrebis formireba

moaxdina (ix. marketingi muSaobis procesSi 3.1). yovelkvireuli 100-dolariani

Semosavlis mqone eqo-bumerebi weliwadSi ukve 150 miliard dolars xarjaven;

xolo saojaxo nivTebSi, damatebiT, kidev 50 miliardi dolari ixarjeba.

bavSvebisaTvis gankuTvnilma bazrebma, Tineijerebis saTamaSoebma da TamaSebma,

■ fokusireba X-Taobaze: Crate&Barrrel's-ma Seqmna e.w. CB2 maRazia, sadac

gamofenili saqoneli gankuTvnilia zedmetad Tamami dizainisa da

fasebis moyvaruli 25-dan 40 wlamde Taobis momxmareblisaTvis.

TTaaoobbaa Y (Generation Y)72-milionioniani

Taoba _ beibi-

bumeris Svilebi,

dabadebulni 1977-

1994 wlebSi


tansacmelma, avejma Tu sakvebma erTgvari bumi warmoqmna. dizainerebma da

sacalo movaWreebma Seqmnes produqciis axali seriebi, axali produqtebi da

axali maRaziebic ki, romlebic specialurad bavSvebsa da Tineijerebze aris

gaTvlili – Tommy Hilfiger, DKNY, Gap, Toys “R” Us, Guess, Talbots, Pottery Barn da EddieBauer; es mxolod mciredi CamonaTvalia. gamovida specialurad am TaobisaTvis

Seqmnili Jurnal-gazeTebi. iseTma presam, rogorebicaa Time, Sports Illustrated-i da

People, bavSvebisa da TineijerebisaTvis axali gamocemebis gamoSveba daiwyo.

bankebi axalgazrdobas sabanko angariSebsa da sainvesticio momsaxurebebs

sTavazoben.13

axla Y-Taobis warmomadgenlebi kolejebs amTavreben da karierul

winsvlas iwyeben. am Taobis erT-erTi ganmasxvavebeli niSania misi damokide-

buleba kompiuterebis, cifruli teqnikisa da internetteqnologiebis mimarT.

10-dan 9 mozards saxlSi kompiuteri aqvs, naxevars – interneti da 12-17 wlis

TineijerTa 50 procents – mobiluri telefoni. jamSi, isini arian mouTmeneli,

awmyoze orientirebuli adamianebi. `internetis dauRalavi da Tavbrudamxvevi

ritmidan, 24-saaTiani sakabelo mauwyeblobidan, mobiluri telefonebidan Tu

sagangebo satelevizio programebidan gamomdinare, albaT,Y-Taoba erTaderTia,

romelsac mkveTrad gamoxatuli tendencia gaaCnia,~ – ambobs erT-erTi

damkvirvebeli.14

Taoba Y marketologTaTvis kompleqsur samiznes warmoadgens. Y-

TaobisaTvis, saSualod, xelmisawvdomia 62 satelevizio arxi, rom araferi

vTqvaT mobilurebze, personalur cifrul asistentebsa (PDA) Tu internetze,

rac maT mediis farTo xelmisawvdomobas sTavazobs. gamokvlevebma aCvena, rom

Y-Taobis warmomadgenlebi arian moxerxebulni, gonierni da mcodneni. maT

uyvarT reklamebi, magram ara iseTebi, romlebSic xalxs dascinian. maT uyvarT

e.w. `mwvane~ nivTebi, romlebic kargad ergeba maT moTxovnebs. momaval wlebSi,

rodesac Taoba Y-is segmenti muSaobas daiwyebs da misi msyidvelobiTi Zala

gaizrdeba, igi, xarjvisa da bazarze gavlenis TvalsazrisiT, gaxdeba ufro

meti, vidre, ubralod, beibi-bumerebis konkurenti.15

TTaaoobbaaTTaa mmaarrkkeettiinnggii.. unda Seqmnan Tu ara marketologebma TiToeuli Taobis-

Tvis calke produqtebi da marketinguli programebi? zogierTi eqspertis

azriT, TiToeuli Taoba moicavs aTwleulebsa da araerT socialur-

ekonomikur etaps. magaliTad, marketologebi beibi-bumerebs, xSirad, sam

nawilad yofen: wamyvani bumerebi, ZiriTadi bumerebi da sxvis nakvalevze

mosiarule bumerebi. TiToeuls Tavisi gansxvavebuli rwmena da qceva gaaCnia.

maT msgavsad, iyofa Y-Taobac: zrdasrulebad, Tineijerebad da bavSvebad.

amgvarad, marketologebma unda Seqmnan ufro naTeli, asakis specifikidan

gamomdinare segmentebi TiToeuli TaobisaTvis. calkeul jgufSi, xalxis

dabadebis TariRis mixedviT garCeva SesaZloa naklebefeqturi iyos, vidre maTi

cxovrebis stilisa Tu cxovrebiseuli etapebis mixedviT segmentacia.

sxva sferoebis warmomadgenelTa azriT, marketologebi ufro windaxe-

dulni unda iyvnen, rodesac produqts qmnian mxolod erTi TaobisaTvis, meore

Taobas ki ignorirebas ukeTeben. `mTavaria, Seecado, iyo farTod eqskluziuri

da, amavdroulad, TiToeul Taobas raRac specifikuri SesTavazo. Tommy Hilfiger-iTavis tanisamosze Tineijerebze gaTvlil brendis did logoebs gamosaxavs,

perangis jibeebze ki _ patara logoebs, rac, amjerad, beibi-bumerebisTvisaa

gankuTvnili. es aris brendi, romelsac gaaCnia metad momcvelobiTi, vidre

eqskluziuri strategia,~ – aRniSnavs erT-erTi eqsperti.16

ccvvaalleebbaaddii aammeerriikkuullii oojjaaxxii.. `tradiciuli ojaxi~ Sedgeba Semdegi wevrebis-

agan: qmari,coli da Svilebi (zogjer bebia-babua). erT dros,amerikuli ojaxis

idealma – ori bavSvi, ori manqana da saxli gareubanSi – Tavisi brwyinvaleba

dakarga.17

dRes aSS-Si daqorwinebuli wyvili SviliT Seadgens qveynis 105 milioni

ojaxis mxolod 34 procents da es maCvenebeli TandaTan klebulobs. daqor-

winebuli wyvilebi da isini, vinc naTesavebTan erTad cxovroben, Sead-genen 22

procents, martoxela mSoblebi – 12 procents. 32 procents warmoadgens mar-

toxela, dauqorwinebeli, zrdasruli pirebi, romlebic cxovroben sxva pirTan

erTad.18 sul ufro meti adamiani iRebs gadawyvetilebas ganqorwinebaze, upi-

ratesobas aniWebs dauqorwineblobas, mogvianebiT daqorwinebas an qorwinebas


warsuls Cabarda dReebi, rodesac

bavSvebi kamfetebisa da nayinis sa-

yidlad xurda fuls zogavdnen. dRe-

vandeli Tineijerebi `kargi mxarjve-

lebi~ arian. amerikeli Tineijeri

kviraSi, saSualod, 101 dolars xar-

javs, rac imas niSnavs, rom qveynis 32

milioni 12-dan 19 wlamde asakis Ti-

neijeris mier daxarjuli Tanxa we-

liwadSi 170 miliard dolarze me-

tia. ufro metic, yovelwliurad,

Tineije-rebze maTi mSoblebis mier

gamomuSavebuli 30 miliardi dola-

ri ixarjeba. amdenad, isini momgebian

bazars warmoadgenen kompaniebisaTvis.

potenciuri myidvelebis am vrce-

li bazris dpyrobas kompaniebi Ti-

neijerebze gamiznuli axali an sa-

xeSecvlili produqtebiT apireben.

maTi nawili swored TineijerTa

bazrisaTvis aris gankuTvnili;

magaliTad, mZafrsiuJetiani kino-

filmebi, saxeze gamonayaris sawinaaR-

mdego kremi, TineijerTa Jurnalebi,

mobiluri telefonebi da sxva.

danarCeni produqcia ki, rogoricaa,

magaliTad, Avon-is nawarmi, manqanebisgaqiraveba Tu sastumro biznesi, maT

naklebad ainteresebT. aq moyvanilia

mxolod ramdenime magaliTi im kom-

paniebisa, romlebic TineijerTa cxe-

li bazris dapyrobas cdiloben.

■ Wildseed-i mobiluri telefonebis

mwarmoebeli kompaniaa. igi wlebis

ganmavlobaSi atarebda kvlevebs,

raTa TineijerebisaTvis mobiluri

aparati Seeqmna. ukanaskneli ori

wlis ganmavlobaSi kompania regu-

larulad iwvevda Tineijerebs

fokus-jgufebSi monawileobis mi-

saRebad, risTvisac TiToeuli maT-

gani iRebda 20 dolars, miirTmevda

picas, erToboda videoTamaSebiT da

eTanxmeboda an uaryofda ama Tu im

SemoTavazebul winadadebas. gamok-

vlevebma gviCvena, rom sulac ar

aris savaldebulo, rom Tineijere-

bisaTvis gankuTvnili mobiluri

telefoni iyos patara, priala da

Ria feris. Tineijerebi mobiluri

telefonisgan iTxoven konkretul

(musika, mokle teqsturi Setyobine-

ba da TamaSebi) da abstraqtul

(stili, personaluroba da indivi-

dualoba) daniSnulebebs. Sedegad,

Wildseed-is telefonebs aqvT mosax-

sneli paneli (rac imas niSnavs,

rom misi gamocvla survilisamebr

aris SesaZlebeli), kompiuteris Ci-

pebi (rac, Tavis mxriv, Tineijerebs

saSualebas aZlevs, TavianTi tele-

fonis funqciebs individualoba

mianiWon) da vizualuri mxare (ri-

TTiinneeiijjeerrTTaa bbaazzaarrii:: vveemmssaaxxuurreebbiiTT aaxxaallggaazzrrddoobbaass

3.1

Tineijerebze gamiznuli marketingi: fokus-jgufebis gamokvlevebze dayrdno-

biT, Wildseed-ma axalgazrda myidvelebs SesTavaza mobiluri telefonis axali

modeli e.w. ,,sazriani kaniT~ - anu Sesacvleli gareTa paneliT da, amasTan

erTad, telefonSi CamontaJebuli specialuri mikrosqemiT, romelic mflo-

bels saSualebas aZlevs, moaxdinos telefonis funqciebis saxecvlileba

sakuTari survilis mixedviT.

Svilebis gareSe. marketologebma sul ufro metad unda gaiTvaliswinon ara-

tradiciuli ojaxebis gansakuTrebuli moTxovnilebebi, radgan maTi raode-

noba ufro swrafad izrdeba, vidre tradiciuli ojaxebisa. TiToeul jgufs

mkveTrad gansazRvruli moTxovnilebebi da yidvis Cvevebi gaaCnia.

aseve, Zalze gaizarda samsaxuris mqone qalebis ricxvic. Tu 1950 wels

amerikaSi mdedrobiTi sqesis samuSao Zala 30 procents Seadgenda, dRes es

maCvenebeli 60 procentze metia.19 miuxedavad amisa, es tendencia SeiZleba


Tac sakuTar personalurobas us-

vamen xazs). magaliTad, skeitbor-

distebs SeuZliaT im panelis Ser-

Ceva, romelsac mkveTri zarebi da

gamZle Rilakebi aqvs.

■ Teen Vogue: bazris winaswari tes-tirebis Sedegad, 2003 wels popu-

larulma qalTa Jurnalma Vogue-mTineijerebisTvis pirveli nomeri

gamouSva. gamomcemelma Conde Nast-ma450000 Tineijeri miizida da darw-

munebulia, rom es ricxvi male

750000-s gadaaWarbebs. garda imisa,

rom Jurnali Seicavs statiebs mo-

daze da momxibvlel suraTebs, misi

zoma imdenad pataraa, rom Tinei-

jerebs Tavisuflad SeuZliaT misi

gakveTilebze gadamalva.

■ Hot Topic-i: tanisamosis sacalo

movaWre Hot Topic-ma amerikis univer-sitetebis studentTa 17 procenti

daipyro, romlebic sakuTar Tavs

`alternatiul Tineijerebs~ uwo-

deben. isini rok-koncertebs eswre-

bian, raTa gaarkvion, Tu ra stilis

tansacmels atareben rok-Semsru-

leblebi da modas ayolili gul-

Sematkivrebi. maRaziaSi SegiZliaT

SeiZinoT iseTi nivTebis asorti-

menti, romlis naxvac SeuZlebelia

Abercrombie&Fitch-Si. xakisferi tope-

bis garda, maRazia yidis zolian

windebs, vardisferi bewvis sacv-

lebs, bumbulis yelsaxvevebs, Tmis

cisfer saRebavs, frCxilebis Sav

laqsa da Morbid-is makiaJs. Tinei-

jerebs SeuZliaT maisurebis SeZena

pirdapir iseTi teleSoudan, rogo-

ricaa “Sponge Bob SquarePants”-i, li-

cenzirebuli sakoncerto tanisa-

mosi ki iseTi momRerlebisgan,

rogorebic arian Eminem-i, MarilynManson-i, Tool-i da Linkin Park-i. maSin,

rodesac Gap-is, American Eagle-isa daTineijerebisTvis gankuTvnili

sxva sacalo movaWreebis gayidvebi

sagrZnoblad Semcirda, Hot Topic-is,piriqiT, piks aRwevs. bolo sami

wlis ganmavlobaSi gayidvis maC-

venebeli yovelwliurad, saSua-

lod, 37 procentiT izrdeba.

■ Avon-i male safuZvels Cauyris

TineijerTa bizness, romlis miza-

nic Tineijeri myidvelis mozidva

iqneba. axali departamenti samu-

Saod miiwvevs Tineijerebs, rogorc

gamyidvelebs, romlebic kataloge-

bis, internetis, wveulebebisa Tu

sxva sainformacio Sexvedrebis Se-

degad, sxva Tineijerebs mihyidian

produqcias. SeZlebs ki kompania,

romlis klienturas 25-55 wlis ame-

rikeli qalbatonebi warmoadgenen,

aseve warmatebiT moemsaxuros Ti-

neijerebsa da axalgazrda qalba-

tonebs? Avon-s es SeuZlia. axali

brendi ufro maRalxarisxiania da

metad gamoxatavs Tanamedrove ten-

denciebs, vidre Avon-is tradici-uli Sexeduleba. `es sruliad gan-

sxvavebuli brendia~, _ ambobs

Avon-is mTavari aRmasrulebeli an-

drea iangi.

■ Rockport:-i rodesac fiqrobT

Rockport-ze, albaT, Tvalwin warmo-

gidgebaT fexsacmeli da tanisamo-

si SedarebiT ufrosi TaobisTvis.

miuxedavad amisa, 12-19 wlis Tinei-

jerebTan urTierTobebis Camoya-

libebis mizniT, Rockport-i daukav-Sirda gaerTianebuli samefos

kompania Dubit-s, romelic axalgaz-

rdebzea orientirebuli da Seqmna

3D-internetmaRazia (www.dubit.co.uk).Tineijerebs, romlebic Dubit-is vir-tualur maRaziaSi `daseir-noben~,

SeuZliaT ewvion Rockport-is maRa-zias da SearCion fexsacmeli, ro-

melzec Zalian didi moTxovnaa:

Copepoda Crustacean-i _ sandlebis

sawmendi saSualeba, Tractonic OpenRoad-i _ retros stilis boulin-

gis saTamaSo botasebi, kontrastu-

li gviristiT.

■ The Gorham Hotel-i: sastumroebi dakurortebi sul ufro kargad ec-

nobian im zegavlenas, romelsac

Tineijerebi ojaxis dasvenebis

gegmebze axdenen. erT-erTi kvlevis

Sedegad dadginda, rom mSobelTa

82 procenti dasvenebis Sesaxeb ga-

dawyvetilebas bavSvebis survile-

bis gaTvaliswinebiT iRebs. amitom

bevri sastumro Tineijerebs sao-

jaxo pakets sTavazobs, romelSic

Sedis Ramis klubebi, Tineijerebze

orientirebuli seirnobebi da kom-

piuteruli oTaxebi SeuzRudavi

internetiT. niu-iorkis GorhamHotel-Si TineijerebisaTvis siamov-

nebis misaniWeblad mSobelTa oTa-

xebSi maTTvis specialuri sivrcea

gamoyofili. specialur luqsebSi

maT sTavazoben oTaxebs sakuTari

kariT, gasaSleli divaniT, televi-

zoriT, telefoniTa da Nintendo-Tic

ki. qveda sarTulze, SesasvlelSi,

Gorham-i sTavazobs 24-saaTian

internetmomsaxurebas.

■ The National Cattlemen’s BeefAssociation-i: Znelia, warmovidginoT

robert mitCemi da sem elioti

(ori adamiani, romlebic, CaxleCi-

li xmiT acxadebdnen: `saqonlis

xorci – ai, ra aris sadilad yve-

laze kargi~) mosabezrebel, Zilis-

momgvrel wveulebaze. Tumca TheNational Cattlemen’s Beef Association-iZalian dainteresebulia axalgazr-

da, mdedrobiTi sqesis TineijerTa

jgufiT. 19 wlis mocigurave, 4,5

futi simaRlis saSa koheni, bolo

wlebis ganmavlobaSi am kompaniis

reklamebis saxe iyo. axlaxan maT

Seqmnes veb-gverdi – Cool-2B-Real.com_ 8-12 wlis gogo-nebisTvis (romel-

Tagan umravlesoba, NCBA-is mona-cemebiT, vegetarianelia). vardis-

fer, cisfer da yviTel ferebSi

gadawyvetili veb-gverdi mnaxve-lebSi Barbi.com-is asociacias iw-vevs, Tu, ra Tqma unda, yuradRebas

ar mivaqcevT gverdis SuaSi ganTav-

sebul hamburgers. aqvea iseTi Ta-

maSebi, rogorebicaa Burger Bogle daGrillin&Chillin-i; agreTve, socialuri

gamokiTxvebi, SetyobinebaTa dafebi

da, rasakvirvelia, kerZebis recep-

tebi (romelTa umravlesoba sa-

qonlis xorcs Seicavs).

wwyyaarrooeebbii:: Examples adapted from those found inFrand Washington, “Aim Young; No, Younger,”Advertising Age, April 9, 2001; Nancy Keates, “FamilyTravel: Catering to Kids,” Wall Street Journal, May 3,2002, p. W-1; Jennifer Lee, “Youth Will Be Served,Wirelessly,” New York Times, May 30, 2002, p. G1;Sally Beatty, “Avon Set to Sell to Teens,” Wall StreetJournal, October 17, 2002, p. B1; and Tim Nudd,“Beef. It’s, Like, What’s for Dinner,” Adweek, March17, 2003, p. 46. Also see “Hot Topic, Inc.,” HooverCompany Profiles, Austin, May 15, 2003; LeslieEarnest, “California: Hot Topic Results Suit It to aTee,” The Los Angeles Times, March 5, 2003, p. C2;“Rockport Opens 3D Shop on Teen Web Site,”Marketing Week, May 23, 2002, p. 39; Jon Fine, “TeenVogue Takes Sophisticate Route,” Advertising Age,January 13, 2003, p. 45; “Teens Spent $170 Billion in2002,” press release, Teenage Research Unlimited,February 17, 2003, accessed online at www.teenre-search.com/ PRview.cfm?edit_id=152; and ArleneWeintraub, “Hotter Than a Pair of Vinyl Jeans,”Business Week, June 9, 2003, pp. 84–85.

Seneldes. 25-wliani zrdis Semdeg dasaqmebuli qalebis raodenoba, romelTac

erT wlamde asakis bavSvebi hyavT, bolo ramdenime wlis ganmavlobaSi

Semcirda. amasTan, mamakacebis sul ufro mzardi raodenoba rCeba saxlSi,

bavSvebis movlis mizniT. gasul wels, im mamakacTa ricxvma, romlebic ojaxuri

saqmeebiT iyvnen dakavebulni (maSin, rodesac meuRleebi muSaobdnen), 1.7 mil-

ioni Seadgina.

dasaqmebul qalTa raodenobis mniSvnelovanma zrdam safuZveli Cauyara


bavSvTa movlis bizness, karieraze orien-

tirebuli qalebis tanisamosis mwarmoe-

blebs, finansur momsaxurebebs da bevr sxva

biznesSesaZleblobebs. magaliTad, imata

iseTi maRaziebis raodenobam, romlebmac

gaaxangrZlives muSaobis saaTebi, riTac

xeli Seuwyves dasaqmebul qalebs. sam-

saxuriT dakavebul myidvelebs SeuZliaT

winaswar darekon da ganaTavson saTanado

SekveTa, amasTan, miiRon konsultaciebi

maRaziis TanamSromlebisagan.20

mmoossaaxxlleeoobbiiss ggeeooggrraaffiiuullii ggaaddaannaaccvvlleebbaa..

es aris didi migraciis periodi rogorc

qveynebs SigniT, ise maT Soris. magaliTad,

amerikelebi moZravi xalxia – aSS-is mosax-

leobis 16 procenti yovelwliurad icvlis

adgils.21 bolo ori aTwleulis ganmav-

lobaSi aSS-is mosaxleobam ufro mzian

StatebSi gadainacvla. dasavleTisa da

samxreTis StatebSi mosaxleoba gaizarda

maSin, rodesac Sua dasavleTisa da

Crdilo-aRmosavleTis StatebSi nawilo-

briv Semcirda. mosaxleobis aseTi cvla

marketologebis interess iwvevs, radgan

sxvadasxva regionis xalxi sxvadasx-

vanairad yidulobs. magaliTad, kvleva

aCvenebs, rom xalxi sietlSi ufro met

kbilis jagriss yidulobs, vidre aSS-is

nebismier sxva qalaqSi. solt-leik-sitis

mosaxleoba ufro met Sokolads miirTmevs,

niu orleanSi ufro meti raodenobis

ketCups iyeneben, xolo maiamis mosaxleoba

ufro met Savi qliavis wvens svams.

erT saukuneze metia, rac amerikelebi

soflidan didi qalaqebis teritoriebze gadavidnen. 1950-ian wlebSi isini

masobrivad saxldebodnen qalaqebidan moSorebiT, gareubnebSi. dRes gareub-

nebisken migracia grZeldeba. sul ufro meti amerikeli gadadis e.w. `mikropo-

litenis~ (anu mikrodasaxlebebis) teritoriebze. esaa didi qalaq-

Tanamgzavrebis teritoriaze mdebare patara qalaqebi. es SedarebiT mcire

dasaxlebebi, didi qalaqebis bevr upiratesobas sTavazoben – samsaxurebs,

restornebs, gasarTob saSualebebs, sazogadoebriv organizaciebs, amasTan,

mosaxleobaSi ganxeTqilebis, satransporto sacobebis, kriminalis maRali don-

isa da sakuTrebaze didi gadasaxadebis gareSe, rac, Cveulebriv, mZlavrad

urbanizebul teritoriebTan asocirdeba.22

xalxis mier sacxovrebeli adgilis cvlileba iwvevs maTi samuSao adgi-

lebis cvlilebasac. magaliTad, mikrodasaxlebebSi da gareubnebis terito-

riebze migraciam gazarda iseTi adamianebis ricxvi,romelnic muSaoben saxlSi

an Soreul ofisSi da TavianT bizness awarmoeben telefoniT, faqsiT, modemiT

an internetiT. samagierod, am tendenciam Seqmna SOHO-s tipis bazari (patara

ofisi/saxlis ofisi). xuTidan erTi amerikeli axla saxlis gareT iseTi eleq-

tronuli mowyobilobebis gamoyenebiT muSaobs,rogorebicaa personaluri kom-

piuterebi, mobiluri telefonebi, faqsebi da xelis organaizerebi. bevri marke-

tologi SOHO-s bazris brwyinvale segments aqtiurad uWers mxars. qvemoT

moyvanilia Kinko-s magaliTi.

1970-ian wlebSi sauniversiteto teritoriaze fotokopirebis

mizniT daarsebuli Kinko axla saxeSecvlilia. igi exmareba sxvadas-

xva bizness dokumentaciis warmoebaSi, dawyebuli patara ofisebidan

da damTavrebuli Fortune-is saukeTeso 500 kompaniiT. e.w. SOHO-s (SmallOffice and Home Office) segmentisTvis Kinko saxlis gareT mowyobil yve-

laze karg samuSao ofisad iqca. Tu erT dros arsebobda qseroqsis

manqanebi, dRes Kinko Tavis 1100 maRaziSi, aSS-sa da sxva qveynebSi,

■ cvalebadi amerikuli ojaxi: aratradiciuli saojaxo er-

Teulebi _ martoxelebi da erTi an orive sqesis erTad mcxov-

rebni Seadgenen aSS-is saojaxo erTeulebis 32 procents.


sTavazobs faqsis manqanebis, ultraswrafi feradi printerebisa da

kompiuteruli qselebis nakrebs popularuli kompiuteruli progra-

mebiTa da swrafi internetkavSiriT. Kinko-s stumrobiT xalxs yve-

lanairi saofise saqmis gakeTeba SeuZlia: beWdva, faqsis gagzavna da

miReba, kompiuteris mravalferovani programebis gamoyeneba, interne-

tiT sargebloba, sakancelario nivTebisa da beWdvisTvis aucilebeli

sxva saSualebis SekveTa, sakonferencio da TviT telesakonferencio

darbazis daqiraveba. rac ufro meti adamiani iziarebs saxlSi

muSaobis tendenciebs, sul ufro met saSualebas sTavazobs Kinko-c.Tanamedrove mowyobilobebis damatebis garda, kompania, Tavis

maRaziebSi StarBucks-is yavis saxlebis gaxsnis Taobazec awarmoebs

molaparakebebs.23

uukkeeTTeessaadd ggaannaaTTlleebbuullii mmoossaaxxlleeoobbaa.. aSS-is mosaxleoba sul ufro ganaT-

lebuli xdeba. magaliTad, 2002 wels 25 wels gadacilebuli mosaxleobis 84

procentma daamTavra saSualo skola, 27 procentma ki _ koleji, maSin rode-

sac 1980 wels, es maCveneblebi Seadgenda 69 procentsa da 17 procents. ufro

metic, saSualo skolis bolo safexuris (12 klasi) kursdamTavrebulebis

TiTqmis 2/3, axla, damTavrebidan 12 TveSi, kolejSi iricxeba.24 ganaTlebuli

adamianebis mateba zrdis moTxovnas xarisxian produqtebze, wignebze,

Jurnalebze, mogzaurobaze, personalur kompiuterebsa da internetmomsaxu-

rebebze.

muSa Zalac ufro saofise samuSaoTia dakavebuli. 1950-1985 wlebSi maTi

maCvenebeli 41 procentidan 54 procentamde gaizarda, xolo Savi samuSaos

mqoneTa ricxvi ki 47 procentidan 33 procentamde Semcirda. momsaxurebis

seqtorSi dasaqmebul pirTa raodenoba 12 procentidan 14 procentamde gai-

zarda. 1983-1999 wlebSi menejerebisa da profesionalebis wilma mTlian

samuSao ZalaSi 23 procentidan 30 procentamde imata. es tendenciebi axal

saukuneSic grZeldeba.25

mmrraavvaallffeerroovvnneebbiiss zzrrddaa.. qveynebi eTnikuri da rasobrivi niSnebiT gansxvavde-

bian. erTi ukiduresobaa iaponia, sadac TiTqmis yvela iaponelia, meore ki _

aSS, sadac TiTqmis yvela erovnebis warmomadgeneli cxovrobs. aSS-s xSirad

`sadnob qvabs~ uwodebdnen, sadac sxvadasxva qveynisa da kulturis jgufebi

erTmaneTs Seerwynen da, Sedegad, SedarebiT erTgvarovani mTlianoba miviReT.

axla aSS `salaTis Tass~ hgavs, sadac mravali jgufi Seerwya erTmaneTs,Tumca

maT, TavianTi mniSvnelovani kulturuli da eTnikuri gansxvavebebisa da

faseulobaTa SenarCunebiT, mravalferovneba ar daukargavT.

marketologebi mzardi mravalferovani bazrebis pirispir aRmoCndnen,

rogorc qveynis SigniT, aseve mis farglebs gareT. aSS-is mosaxleobis 71 pro-

cents TeTrkanianebi warmoadgenen, xolo afroamerikelebi da espanelebi _ 12-

12 procents, azieli amerikelebi ki _ 4 procents, darCenili erTi procenti ki

_ amerikeli indielebi, eskimosebi da aleutis kunZulebis mosaxleobaa. moma-

vali 20 wlis ganmavlobaSi mosalodnelia am eTnikuri Semadgenlobis Secvla.

am droisTvis afroamerikelebis raodenoba gaizrdeba 25 procentamde, laTino

da aziel amerikelTa ricxvi ki gaormagdeba. aSS-Si mcxovrebTa 9% (TiTqmis 26

milioni adamiani) daibada sxva qveynebSi.26

didi kompaniebis umravlesoba, rogorebic arian Sears, Wal-Mart, Bank ofAmerica, Levis Strauss, P&G, General Mills, axla erTi an ramdenime aseTi jgufisaTvis

specialurad Seqmnil produqtebsa da stimulirebebze akeTebs aqcents.

magaliTad, General Mills-i, calkeuli sareklamo kampaniebiT, afroamerikelebis

bazars umiznebs Tavisi Big G-is burRuleulis realizebis mizniT. aseTi kam-

paniebi moicavs sakuTriv reklamas, sponsorobasa da sazogadoebaze gaTvlil

stimulirebebs, rac ojaxze gansakuTrebuli yuradRebis gamaxvilebas iwvevs.

analogiurad, Bank of America-m gaaoTxmaga Tavisi multikulturuli biu-

jeti 40 milion dolaramde. myidvelTa moTxovnilebebis kvlevaze dafuZnebiT

da kulturul gansxvavebebze dakvirvebis Semdeg, man ganaviTara sxvadsxva

sareklamo Setyobineba laTino, azielebisa da afroamerikelebis bazre-

bisTvis.

azielTaTvis: komerciuli sareklamo kadrebi gadaRebulia

CineTSi, koreasa da vietnamSi. iwyeba emigrantis mogzaurobiT, retro-

speqtulad naCvenebia, rogor aswavlis biWi Tavis umcros Zmas


velosipedis tarebas sakuTar samSobloSi. Semdeg, paraleli ivleba

amerikis bankTan, romelic dRes giraosTan dakavSirebiT daxmarebis

xels uwvdis. reklamaSi gamoyenebulia velosipedis is modeli, rom-

lis tarebis swavlac SeuZliaT aziel bavSvebs (specialurad ar aris

naCvenebi amerikeli bavSvis velosipedi). es reklamebi ekranze gava

espanur, Cinur, koreul Tu vietnamur enebze, raTa mizanSi amoiRos

momxmareblebi, romelnic komunikaciisas upiratesobas mSobliur enas

aniWeben.27

mravalferovneba eTnikur memkvidreobaze Sors midis. magaliTad, bevrma

wamyvanma kompaniam axlaxan homoseqsuali da lesboseli momxmareblis

mizidva daiwyo. Simmons Research-is mier National Gay Newspaper Guild-is 12 pub-likaciis mkiTxvelTa gamokvlevam cxadyo, rom, saSualo amerikelebTan

SedarebiT, respondentebi seqsualuri umciresobidan 12-jer ufro metad arian

TavianTi profesiiT dakavebulni,TiTqmis orjer mets aqvs agaraki,rvajer mets

nouTbuqis tipis kompiuteri da orjer mets _ individualuri aqciebi; maT

daaxloebiT orjer meti Semosavali aqvT, vidre saSualo amerikul ojaxs

(60000_250000 dolari); 2/3-ze metma daamTavra koleji, 20 procenti ki magistris

xarisxs flobs. garda amisa, homoseqsualebi yvelafers advilad eguebian (adg-

ilobriv sazogadoebaSi sityvier Seuracxyofas), amdenad, bazarze Zalze

mimzidveli segmenti xdebian.

SesaZloa homoseqsualTa bazris zomisa da gavlenis gazomva Zneli iyos,

magram zogierTi eqsperti akeTebs daskvnas, rom amerikis mosaxleobis 5-6 pro-

centi, anu 14-15 milioni adamiani homoseqsualia. sxvebis SefasebiT, isini aSS-is

mosaxleobis 10 procents Seadgenen da maTi msyidvelobiTi Zala 450 miliardi

dolaria. amis gamo, bevri didi kompania axla TavianT produqtebsa da momsax-

urebebs pirdapir homoseqsuali momxmareblebisaken mimarTavs. magaliTad, sul

ufro meti Tanxf ixarjeba homoseqsualTa misazidad Seqmnil reklamebze. veb-

gverdma Gay.com-ma, romelic yovelTviurad 2 milion stumars izidavs, moxibla

reklamis SemqmnelTa iseTi cnobili kompaniebis mTeli wyeba, rogorebic arian

IBM, eBay, Quicken Mortgage, Saturn, AT&T, American Airlines da Neiman Marcus. kompaniebs,romlebic homoseqsualebs pirdapir mizanSi iReben, miekuTvnebian AmericanExpress, Ford, Miller Brewing Company, Absolut Vodka, Johnson&Johnson da John HancockFinancial Services. qvemoT moyvanilia homoseqsualTa marketingis ramdenime

magaliTi:28

American Express Financial Advisors-is beWduri reklama homoseqsualTa

wyvils asaxavs, romelic Tavis finansur momavals gegmavs. reklamebi

gadioda Out-sa da The Advocate-Si _ homoseqsualebis or yvelaze

maRaltiraJian erovnul gamoSvebaSi. kompaniis segmenturi mar-

ketingis ufrosi margaret vergeili acxadebs: `Cven mizanSi amoviReT

homoseqsualTa auditoria, miznobrivi reklamebisa da stimulirebis

meSveobiT,romelnic maT yofa-cxovrebas Seesabameba da, aqedan gamomd-

inare, Cven maTi specifikuri moTxovnilebebis gvesmis. xSirad,

homoseqsualTa wyvilebi iseTi sakiTxebiT arian Zalze dainterese-

bulni, rogoricaa socialuri usafrTxoebis daxmareba da uZravi

qonebis dagegmva, miuxedavad imisa, rom aseTi wyvilebis qorwinebas,

xSir SemTxvevaSi, kanoni ar cnobs.~

mbrwyinavi iaguari wuiliT miapobs haers da mas Tan sdevs

sareklamo gzavnili: `cxovreba savsea moulodnelobebiT. gsurT,

gyavdeT partniori?~ es aris Ford-is bolo komerciuli svla, sadac

sityva `partniors~ ormagi datvirTva aqvs. aq miznobriv bazars

homoseqsualebi warmoadgenen. Jaguar-is reklama TvalSisacemi da

aRsaniSnavia, radgan igi saTaves amerikis erT-erT udides

korporaciaSi iRebs da homoseqsualebzea gaTvlili. es ufro metia,

vidre ubralo reklama homoseqsualTaTvis gamoSvebul JurnalSi.

`Cven gvwams Setyobinebebis, romlebic momxmareblebTan gvakavSirebs,~

_ ambobs Ford-is globaluri marketingis vice-prezidenti ian valen-

tiki.

2003 wels manqanebis gaqiravebis biznesis mqone kompania Avis-maTavisi marketinguli biujetis 5 procenti homoseqsualTa sazogadoe-

bas miuZRvna. mis sareklamo kampaniaSi xazgasmiTaa aRniSnuli, rom

adgilobrivi partniorebi avtomaturad iricxebian, rogorc


damatebiTi mZRolebi. `es aris erTguli da mdidari jgufi, romelic

usmens marketings~, _ ambobs Avis-is warmomadgeneli. kompaniis strate-

gia gulisxmobs homoseqsualTa festivalebis sponsorobasa da

kuponebis darigebas, rac, Tavis mxriv, gulisxmobs Semdegs: manqanis

daqiravebisTvis Avis-i ricxavs dolars arakomerciuli organizaciis

_ cisferebisa da lesboselebis aliansi ciliswamebis winaaRmdeg _

fondSi.

Miller Brewing Company-m axlaxan gamouSva reklama, sadac asaxulia

ori qalbatoni, romelnic cdiloben, barSi erTi mamakacis yuradReba

miipyron da misTvis Miller Lites-s yiduloben. barSi Semodis meore

mamakaci da qalebi ufro metad kargaven sircxvils. uceb ori

mamakaci erTmaneTs xels gadaxvevs. sareklamo saagento Prime Access,Inc-is warmomadgenel hovard bufordis TqmiT, reklamis iumors war-

moadgens imedgacruebuli qalebis sasowarkveTileba, ramac reklamis

saxiT brwyinvale Sedegi mogvca. `qalebi ganicdidnen siamovnebas da

gei-kacebsac moswondaT igi iseve, rogorc swori orientaciis

mamakacebs.~

amerikaSi meore momxibvleli segmenti 54 milioni uunaro adamiania _ es

bazari ufro didia, vidre afro da laTinoamerikelebis bazari _ isini yovel-

wliurad TiTqmis 1 trilion dolars xarjaven. SezRuduli moZraobis mqone

xalxi idealuri miznobrivi bazaria iseTi kompaniebisTvis, rogoricaa Peapod-i(www.peapod.com), romelic mWidrod dasaxlebul teritoriebze msxvil super-

marketebs flobs da sursaTis onlainyidvasa da saxlSi mitanas sTavazobs.

ganvixiloT Semdegi magaliTebi:29

juli perezi xedavs gansxvavebebs, rodesac igi, dasasveneblad,

karibis kunZul boneirze, flamingos sanapiroze mdebare sastumro

Divi Motel-Si Cadis. `es sastumro cnobilia imiT, rom yvelasaTvis

xelmisawvdomia. sastumros broSuraze gamosaxulia gorgolaWebiani

skami. momsaxure personali Tavis saqmeSi gawvrTnili da

gaTviTcnobierebulia. maT namdvilad surT, raTa uunaro adamianebs

yvinTva aswavlon. maT arafris eSiniaT.~ kaliforniaSi, venturaSi mcx-

■ kulturuli saxesxvaobebis Seswavlaze dayrdnobiT, Bank of America-m ganaviTara miznobrivi sareklamo

gzavnilebi azieli da laTinoamerikeli qve-jgufebisaTvis.


ovrebi 35 wlis perezi gamocdili myvinTavi-akvalangisti da

mogzaurTa klubis wevria, amavdroulad, kidurebis problema aqvs.

sanam deda gaxdeboda, weliwadSi xuTjer mogzaurobda karibis

kunZulebze,axla ki weliwadSi erTxel an orjer axerxebs iq Casvlas.

Volkswagen-i mizanSi iRebs uunaro adamianebs, romelTac mogzau-

roba surT. magaliTad, axlaxan EuroVan-isTvis specialuri mar-

ketinguli kampania warmarTa. igi aqcents akeTebda EuroVan-is Zalian

ganier karze, maRal saxuravsa da farTo sivrceze, specialurad

gorgolaWebiani skamebis mosaTavseblad, rasac, samwuxarod, avtomwar-

moeblebi xSirad ignorirebas ukeTeben. EuroVan-is ufro meti

xelmisawvdomobisTvis, Volkswagen-i sTavazobs e.w. `mobilurobis

daSvebis programas.~ moZraobaSezRudul mZRolebs, romlebic VW-s

yiduloben an lizingiT iReben, aqvT upiratesoba, SeiZinon 1500

dolaris Rirebulebis damatebiTi mowyobilobebi,rogorebicaa xelis

marTva da gorgolaWebiani skamis asawevi. Volkswagen-ma etiketi

`gvWirdeba mZRolebi~, Secvala Semdegi fraziT: `gvWirdeba yvela

saxis mZRoli,~ raTa am gziT moZraobaSezRuduli mZRolebis guli

moego. VW-is saiti Semdeg daskvnas akeTebs: `Cven vqmniT manqanebs

maTTvis, visac manqanis marTva uyvarT. zogierTs SeuZlia

gorgolaWebiani skamiTac ki isargeblos.~

aSS-is mosaxleobis mravalferovnebidan gamomdinare, warmatebuli marke-

tologebi agrZeleben TavianTi marketinguli programebis gamravalferov-

nebas, raTa upiratesoba moipovon swrafad mzard segmentebze. `mravalferov-

neba iqneba ufro meti, vidre ubralod sityva _ es iqneba ekonomikuri

gadarCenis sawindari~, _ ambobs erT-erTi eqsperti.30

■ Volkswagen-i gamiznulad

moicavs mogzaurobis moyvarul

moZraobaSezRudul xalxs. igi

sTavazobs programas _ MobilityAccess (mobilurobis daSveba).

man Secvala Tavisi sareklamo

slogani _ ,,mZRolebs surT~,

raTa miemarTa moZraoba-

SezRuduli mZRolebisaTvis

sareklamo mowodebiT _ ,gvWir-

deba yvela saxis mZRoli~.

SSeerrwwyymmaakkoonncceeffcciieebbiiss

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

SeisveneT cota xniT da dafiqrdiT imaze, Tu ramxela gavlena aqvs de-

mografiul faqtorebs yovel Cvenganze da, aqedan gamomdinare, mar-

ketologTa strategiebze.

■ daakavSireT demografiuli ganviTarebis tendenciebi sakuTar

cxovrebasTan. moifiqreT gansakuTrebuli magaliTebi imisa, Tu

rogor gavlenas axdens esa Tu is cvalebadi demografiuli faq-

tori Tqvenze da Tqvens yidvis qcevaze.

■ magaliTad moiyvaneT erTi kompania,romelmac kargad Seasrula saqme

da reagireba moaxdina cvalebad demografiul garemoze – TaobaTa

segmentebze (beibi-bumerebi, X-Taoba, Y-Taoba), amerikuli ojaxis

cvlilebaze da mosaxleobis mravalferovnebaze. SeadareT igi im

kompanias, romelmac Tavisi saqme ver Seasrula.


eekkoonnoommiikkuurrii ggaarreemmoo

eekkoonnoommiikkuurrii ggaarreemmoo Sedgeba faqtorebisgan, romlebic momxmareblis msyid-

velobiT unarsa da xarjviT tendenciebze axdenen zegavlenas. qveynebi

erTmaneTisgan Zalze gansxvavdebian Semosavlis donisa da Semosavlis gadana-

wilebis mixedviT. zogierT qveyanas gaaCnia e.w. saarsebo ekonomika, sadac

mosaxleoba moixmars TiTqmis mTlianad sakuTari soflis meurneobisa da

mrewvelobis mier gamomuSavebul produqcias. aseTi tipis qveynebi kompaniebs

mcire raodenobiT SesaZleblobebs Tu sTavazoben. arsebobs qveynebi, sadac

industriuli ekonomika aris. es qveynebi warmoadgenen mimzidvel bazrebs

sxvadasxva saxis produqciisTvis. marketologebma yuradReba unda gaa-

maxvilon ZiriTad tendenciebze da momxmareblis xarjvis formebze rogorc

qveynis SigniT, aseve mis farglebs gareT arsebul bazrebze. qvemoT mocemulia

aSS-Si arsebuli ZiriTadi ekonomikuri tendenciebi.

ccvvlliilleebbeebbii SSeemmoossaavvlleebbSSii.. 1980-ian wlebSi,romelsac zogjer `xmaurian 1980-ian

wlebad~ moixsenieben, amerikeli momxmarebeli saocrad gaaqtiurda, risi sawin-

daric Semosavlebis mateba, federaluri gadasaxadebis Semcireba, kerZo

sakuTrebis faseulobis swrafi zrda da sesxis gacemis bumi iyo. isini yidu-

lobdnen da yidulobdnen dakvirvebisa da sifrTxilis gareSe, risTvisac

xSirad valsac iRebdnen. moduri iyo sakuTari Tavis aseTi daxasiaTeba _

`maRaziisTvis dabadebuli~. gamoTqmad damkvidrda Semdegi sityvebi:

`daiRaleT? miaSureT maRaziebs.~31 1990-ian wlebSi beibi-bumerebis Taobas ukve

hqonda sakuTari xelfasi, xolo patara ojaxebis ricxvi, romelTac saTaveSi

karieris mqone mSoblebi edgnen _ saocrad izrdeboda; ase rom, bevri momx-

marebeli ganagrZobda xarisxiani produqtisa da ukeTesi momsaxurebis

moTxovnas. maT am yvelaferSi fulis gadaxda SeeZloT.

miuxedavad yvelafrisa, 1980-iani wlebis Tavisufali xarjvis periodi 1990-

iani wlebis recesiam daCrdila. 90-iani wlebi `xelmomWirne momxamareblis~

aTwleulad iqca. zogierT segmentSi mzard Semosavlebs gazrdili finansuri

tvirTic mohyva. momxmareblebi iZulebulni iyvnen, valebi daebrunebinaT da,

amasTanave, gaizarda ojaxis rCenisTvis saWiro Tanxebi da gasavlebi. saWiro

iyo Tanxebis dazogva swavlasa Tu pensiaze gasvlis SemTxvevisaTvis.

finansurad xelmomWirne momxmareblebi gamofxizldnen da cvalebad finansur

situaciasTan Segueba daiwyes. isini fuls yuradRebiT xarjavdnen da nayid

produqtsa Tu momsaxurebaSi met faseulobas eZebdnen. faseulobis marketingi

bevri marketologisTvis lozungad iqca.

2000 wlidan moyolebuli, momxmareblebi frTxilad xarjvas ganagrZoben.32

maSasadame, faseulobis marketingis tendencia grZeldeba. marketologebi

eekkoonnoommiikkuurrii ggaarreemmoo

(Economic environment)faqtorebi, romlebic

zegavlenas axdenen

momxmareblis msyid-

velobiT unarsa da

xarjviT tenden-

ciebze.

■ Semosavlebis gadanawileba:

orfenovan bazarze morgebis

mizniT Walt Disney or sxvadasxva

fasis mqone daTuna _ ,,vini-

puxs~ yidis.


eZeben gzebs, raTa dRes arsebul finansurad xelmomWirne myidvelebs ufro

meti faseuloba SesTavazon – xarisxiani produqtisa da kargi momsaxurebis

kombinacia realur fasad.

marketologebma yuradReba unda gaamaxvilon Semosavlebis gadanawile-

baze iseve, rogorc saSualo Semosavalze. Semosavlebis gadanawileba aSS-Si

kvlav asimetriulia. TavSi arian maRali klasis momxmareblebi, romelTa

xarjviT struqturaze mimdinare ekonomikuri movlenebi gavlenas ar axdenen

da romelnic fufunebis saqonlis ZiriTad bazars warmoadgenen. arsebobs

saSualo klasi, romelic Tavis Semosavals frTxilad anawilebs, magram Tavs

uflebas aZlevs, zogjer mainc datkbes kargi cxovrebiT. muSaTa klasma

ZiriTad saarsebo produqtze unda izrunos _ sakvebze, tanisamossa da

TavSesafarze. maT saarsebod Zal-Rone ar unda daiSuron. dabolos, dabali

klasis (socialur daxmarebasa da pensiaze mcxovrebi adamianebi) warmomadgen-

lebma TavianTi groSebi maSinac unda daTvalon,rodesac yvelaze aucilebels

yiduloben.

ukanaskneli sami aTwleulis ganmavlobaSi mdidrebi ufro gamdidrdnen,

saSualo klasi Semcirda, Raribebi ki uwindebur mdgomareobaSi darCnen. aSS-

Si, 1998 wlisaTvis, maRali Semosavlebis mqone ojaxebis zeda 5-ma procentma

mTeli Semosavlebis 21 procenti Caigdo xelSi. 2004 wels amerikuli ojaxebis

12 procents wliuri Semosavali 100000 dolari an meti hqonda maSin, roca 90-

ian wlebSi aseTi ojaxebis ricxvi mxolod 4 procents Seadgenda. amasobaSi,

Semosavlis wili, romelic Semosavliani ojaxebis mqone qveda 20 procents

ekava, 4 procentidan 3.6 procentamde Semcirda.33 Semosavlis aseTma ganawilebam

warmoSva oriarusiani bazari. bevri kompania sul ufro xSirad mizanSi

uzrunvelyofilTa bazars iRebs.

mdidrebis segmentSi simdidris zrdam marketologebs saSualeba

misca, SeeqmnaT ufro Zvirfasi produqtebi, romelTa mizani iyo mdi-

dari amerikelebis madis saukeTesod dakmayofileba: tankiviT didi,

tyaviT gawyobili SUV-i, sawolis TeTreuli 1300 dolarad Tu

uzarmazari sakruize gemebi umaRlesi komfortiT... mdidrebis kidev

ufro gamdidrebam Patek Phillippe-is saaTebis fasi 17500 dolaramde

gazarda, 48000-dolarian Lexus-ze sul ufro meti aalaparaka, HermesKelly-s 14000-dolarian CanTebze ki orwliani rigebi gamoiwvia.34

sxva kompaniebi, axla, TavianT marketingul SeTavazebas ori sxvadasxva

bazrisaTvis qmnian – mdidrebisTvis da naklebad mdidrebisTvis. magaliTad,

World Disney Company-m bazarze ori tipis daTvi _ `vini-puxi~ gaitana:

maRali donis maRazia Bloomingdale-sa da Nordstrom-Si aRmoaCenTdaTvis saxes mSvenier Cinur WurWelsa Tu faifuris kovzebze da

bavSvis Zvirfas sakancelario nivTebze. xolo Wal-Mart-sa da iaf-fasiani saqonliT movaWre maRaziebSi iyideba gasaRebis plastmasis

sakidebi, romlebzec multfilmis buTxuza gmiri, vini-puxia gamosax-

uli. es ori daTunia saerTo Taros arsad iyofs. amgvarad, DisneysTavazobs maRalfasian da dabalfasian daTuniebs im imediT, rom

orive segmentis _ rogorc mdidari, ise Raribi myidvelis dakmayo-

filebas SeZlebs.35

ccvvlliilleebbeebbii mmoommxxmmaarreebblliiss xxaarrjjvviiTT ssttrruuqqttuurraaSSii.. cxrilSi 3.1 naCvenebia

sxvadasxva Semosavlis mqone aSS-is ojaxebis mier gaweuli danaxarjebi saqon-

lisa da momsaxurebis ZiriTad kategoriebze. Semosavlebis sxvadasxva doneze

momxmareblebs sxvadasxva xarjviTi struqtura aqvT. gasul saukuneSi am gan-

sxvavebaze Eernst engeli saubrobda, romelmac Seiswavla, Tu rogor icvleba

adamianis danaxarjebi misi Semosavlebis zrdisas (ixileT cxrili 3.1). man

aRmoaCina, rom, Semosavlis zrdasTan erTad, sakvebze daxarjuli Semosavlis

procenti mcirdeboda, sayofacxovrebo saqonelze danaxarjis procenti mud-

mivi rCeboda (garda iseT produqtebze, rogorebicaa gazi, eleqtroenergia da

sazogadoebrivi momsaxureba). sxva kategoriebsa da danazogze procentuli

maCvenebeli ki izrdeboda. eennggeelliiss kkaannoonneebbss mogvianebiT sxva mkvlevarebmac

dauWires mxari.

cvlilebebi iseT mniSvnelovan ekonomikur cvladebSi, rogorebicaa

Semosavali, xarjebi, sesxze arsebuli procentuli ganakveTebi da danazogebi

eennggeelliiss kkaannoonnii

(Engel’s laws)erTi saukunis win

ernst engelis mier

SemCneuli kanon-

zomiereba, romlis

Tanaxmad, adamianis

mier gaweuli dana-

xarjebi sakvebze,

transportze, sacx-

ovrebelze,janmrTe-

lobaze da a.S,

icvleba Semosavle-

bis zrdasTan erTad.


uzarmazar gavlenas axdens bazarze. kompaniebi am cvladebs ekonomikuri prog-

nozirebis saSualebiT uyureben. xanmokle ekonomikuri aqtiobis vardnis gamo

biznesi ar unda daixuros an, piriqiT, mkveTr ekonomikur aRmavlobas ar unda

CamorCes. adekvaturi sifrTxilis gamoCeniT, maT ekonomikur garemoSi mimd-

inare cvlilebebi Tavis sasikeTod unda gamoiyenon.

bbuunneebbrriivvii ggaarreemmoo

bbuunneebbrriivvii ggaarreemmoo warmoadgens bunebriv resursebs, romelTac kompania Tavisi

produqciis gamoSvebisaTvis iyenebs an Tavisi biznessaqmianobiT maTze

zegavlenas axdens. bolo sami aTwleulis ganmavlobaSi garemoze zegavlena

sagrZnoblad gaizarda. msoflios bevr qalaqSi haerisa da wylis dabinZurebam

saSiS dones miaRwia. msoflio globaluri daTbobis safrTxis winaSe dgas da

garemos bevri damcveli SiSobs, rom male Cven sakuTar nagavSi davimarxebiT.

marketologebi bunebriv garemoSi arsebul ramdenime tendenciaSi unda

erkveodnen. pirveli, nedleulis mzard naklebobaSi haeri da wyali SesaZloa

uSret resursebad gveCvenebodes, magram zogierTi adgilisaTvis damaxasia-

Tebelia am resursebis deficiti. haeris dabinZureba bevr did qalaqs emuqreba;

wylis nakleboba ki _ aSS-is zogierT regions. es sayovelTao problemaa.

ganaxlebadi resursebi, rogorebicaa tye da sakvebi, aseve gonivrulad unda

gamoviyenoT. araganaxlebadi resursebi, rogorebicaa navTobi, qvanaxSiri da

mravali sxva minerali, seriozul problemas warmoadgens. firmebs, romlebic

TavianT produqcias am resursebis gamoyenebiT amzadeben, elodebaT xarjebis

zrda, im SemTxvevaSic ki, Tu nedleuli xelmisawvdomi iqneba.

meore tendencia garemos mzardi dabinZurebaa. warmoeba bunebrivi garemos

mdgomareobas TiTqmis yovelTvis azianebs. warmoidgineT, qimiuri, gnebavT ato-

muri, sawvavis narCenebi okeaneSi; vercxliswylis siWarbe; qimiuri nivTierebe-

bis raodenoba niadagsa da sakveb produqtebSi; garemos dabinZureba bio-

logiurad aradaSladi boTlebiT, plastmasiTa da sxva SesafuTi masalebiT.

mesame tendenciaa mTavrobis mzardi Careva bunebrivi resursebis marTvaSi.

magaliTad germaniis mTavroba energiulad iRvwis garemos mdgomareobis

SesanarCuneblad. sxvebi, gansakuTrebiT ki Raribi qveynebi, dabinZurebis

aRsakveTad bevrs arafers akeTeben, ZiriTadad, saWiro fondebisa Tu poli-

tikuri nebis naklebobis gamo; xSirad, pasiuroben TviT mdidari qveynebic

politikuri Tanxmobis ararsebobis gamo. yvelaze did imedad rCeba is gare-

moeba, rom msoflioSi cnobili kompaniebi sakuTar Tavze ufro met socialur

ccxxrriillii 33..11 sxvadasxva Semosavlis mqone momxmarebelTa danaxarjebis

struqtura

ddaannaaxxaarrjjeebbiiss pprroocceennttuullii mmaaCCvveenneebbeellii SSeemmoossaavvlliiss ssxxvvaaddaassxxvvaa ddoonneezzee

ggaassaavvaallii $10215,000 $20230,000 $30240,000 $70,000 ddaa mmeettii

sakvebi 16.5 15.7 14.3 11.9

sayofacxovrebo 26.5 24.7 23.6 26.0 nivTebi

komunaluri 9.7 8.6 7.5 5.0 momsaxureba

tansacmeli 4.2 3.7 4.6 4.6

transporti 17.1 19.7 21.3 18.2

samedicino 8.7 7.3 6.2 3.8 momsaxureba

garToba 3.8 4.1 4.6 5.2

Sewirulobebi 2.9 3.1 3.0 3.6

dazRveva 3.4 6.2 8.5 15.2

wwyyaarroo: Consumer Expenditure Survey, 2001, U.S. Department of Labor, Bureau of Labor Statistics, accessed online atwww.bls.gov/cex/csxann01.pdf, April 2003.

bbuunneebbrriivvii ggaarreemmoo

(Natural environment)bunebrivi resursebi,

romelTac kompania

Tavisi produqciis

gamoSvebisaTvis

iyenebs an Tavisi

biznessaqmianobiT

maTze zegavlenas

axdens.


pasuxismgeblobas iReben da, amavdroulad, gamoiZebneba SedarebiT iafi

mowyobilobebi da meTodebi, romlebic garemos dabinZurebas gaakontroleben

da Seamcireben.

aSS-Si garemos dacvis saagento (Evironment Protection Agency EPA) 1970 wels

daarsda, raTa Camoeyalibebina garemos dabinZurebis standartebi. momavalSi

aSS-Si biznesSi dasaqmebuli kompaniebi mTavrobisa da bunebis damcveli

sxvadasxva jgufisagan Zlier kontrols unda moelodon. xsenebuli standar-

tebis mimarT negatiuri damokidebulebebis nacvlad, marketologebma TavianTi

wvlili unda Seitanon masalebiTa da energiiT momaragebis problemebis

gadaWraSi, romelTa winaSec msoflio aRmoCndeba.

bunebrivi garemos SenarCunebisaTvis brZolam warmoSva e.w. mwvaneTa

moZraoba. dRes civilizebulad moqmedi kompaniebi mTavrobis Sesabamis maregu-

lirebel kanonebs gverds ar uvlian. isini garemosaTvis xelSewyobis strate-

giebs aviTareben, raTa iseTi msoflio ekonomika Camoayalibon, romelic plan-

etis saWiroebebs upirobod dauWers mxars. isini reagirebas axdenen

momxmarebelTa iseT moTxovnebze, rogorebicaa ekologiurad usafrTxo pro-

duqtebi, xelmeored gamoyenebadi da biologiurad daSladi SesafuTi

saSualebebi, gadasamuSavebeli masalebi da komponentebi, dabinZurebis ukeTesi

kontroli da energiis ufro efeqturi dazogvis sakiTxebi.

magaliTad, 3M-i garemos dabinZurebis prevenciis specialur programas

atarebs (Pollution Prevention Pays), romelic produqtebis gadamuSavebisa da

warmoebis procesSi dabinZurebis Tavidan acilebas uwyobs xels. 1975-2001

wlebSi programam SeZlo 821,344 tona damabinZurebeli nivTierebis

gavrcelebis Tavidan acileba da 857 milioni dolaris dazogva. AT&T iyenebs

specialuri programebis nakrebs, raTa SearCios naklebi zianis momtani

masalebi, Seamciros saxifaTo nar-

Cenebis gamomuSaveba, dazogos ener-

gia da gaaumjobesos produqtis

meoradi gadamuSavebis procesebi.

McDonald’s-ma wlebis win uari Tqva

poliesteris SesafuT masalaze da

axla qaRaldis SesafuT masalas

iyenebs,romelic gadamuSavebadia. es

kompania misdevs tendenciebsa da

valdebulebebs, ar gamoiyenos iseTi

nawarmi, romelic meorad gadamuSa-

vebas ar eqvemdebareba da isargeb-

los energodazogviTi teqnologiebiT.

UPS axla flobs 1800 energoefeqtian,

naklebad damabinZurebel, alterna-

tiul sawvavze momuSave satrans-

porto saSualebebs. SturBucks-i uf-ro metad yidulobs organulad

moyvanil yavas, rac tropikuli

tyeebisTvis safrTxes amcirebs.

kompaniebi sul ufro xSirad acno-

biereben im kavSirs, romelic jan-

mrTel ekonomikasa da janmrTel

ekologias Soris arsebobs.36

tteeqqnnoollooggiiuurrii ggaarreemmoo

tteeqqnnoollooggiiuurrii ggaarreemmoo,, albaT, yvelaze dramatuli Zalaa, romelic Cvens bed-

iRbalze zemoqmedebs. teqnologiis ganviTarebam moitana iseTi saocrebebi,

rogorebicaa antibiotikebi, organoebis gadanergva, kompiuteri, nouTbuqi da

interneti. agreTve, uaRresad saSiSi saSualebebi: atomuri bombi, qimiuri

iaraRi da sxva. Seiqmna avtomobili, televizori da sakredito baraTebi. Cveni

Sexedulebebi teqnologiaze damokidebulia imaze, Tu ramdenad zemoqmedebs

Cvenze misi dadebiTi Tu uaryofiTi mxareebi. magaliTad, ras ityodiT imaze,

rom TiToeul produqtSi moeTavsebinaT iseTi miniaturuli gadamcemi, romlis

saSualebiTac SesaZlebeli iqneboda produqtze Tvalis kvaldakval midevneba,

■ garemoze pasuxismgebloba: McDonald's-ma aiRo mniSvnelovani valde-

bulebebi ,,mwvaneTa moZraobasTan~ mimarTebaSi.

tteeqqnnoollooggiiuurrii

ggaarreemmoo (Technologicalenvironment)Zalebi, romlebic

qmnian axal teqno-

logiebs, produq-

tebsa da sabazro

SesaZleblobebs.


misi warmoebidan gamoyenebis adg-

ilamde. erTi mxriv, es produqts

bevr upiratesobas mianiWebda,

meore mxriv, saSiSi iqneboda. male

esec SesaZlebeli iqneba (ix. mar-

ketingi muSaobis procesSi 3.2).

teqnologiuri garemo swra-

fad icvleba. dafiqrdiT, dRes

arsebuli produqtebidan romeli

ar iyo xelmisawvdomi 100 an,

Tundac, 30 wlis win. abraam lin-

kolma araferi icoda avtomobi-

lebis,TviTmfrinavebis,radiosa Tu

eleqtronaTurebis Sesaxeb. vudro

uilsonma ki _ televizoris, aero-

zoluri kosmetikuri saSualebe-

bis, WurWlis sarecxi avtomaturi

manqanebis, haeris kondincionere-

bisa da kompiuterebis Sesaxeb.

franklin delano ruzvelti verc

ki ifiqrebda qseroqsze, sinTeti-

kur sarecx fxvnilze, magnitofon-

ze, bavSvis Casaxvis sawinaaRmdego

abebsa da satelitur antenebze.

jon kenedim ki araferi icoda

personalur kompiuterebze, DVD fleerebsa da internetze. axali

teqnologiebi axal bazrebsa da SesaZleblobebs qmnis. miuxedavad amisa,

TiToeuli maTgani cvlis Zvels: qseroqsi _ kopirebis qaRaldis bizness,

avtomobilebi – rkinigzas, kompaqt-diskebi ki _ fonogramul Canawerebs.

rodesac Zveli industriebi axal teqnologiebs ebrZvian an maT ignorirebas

axdenen, isini kvdebian. amdenad, marketologebma teqnologiur garemos

yuradRebiT unda adevnon Tvali. kompaniebi, romlebic teqnologiur cvlilebebs

ar misdeven, male aRmoaCenen, rom maTi produqtebi moZvelebulia, xolo axali

SesaZleblobebi _ xelidan gaSvebuli.

kvlevisa da ganviTarebis saqmeSi aSS mTel msoflios miuZRvis win. 2003

wels mis mier kvleva-ganviTarebaSi daxarjulma mTlianma Tanxam 302 miliard

dolars miaRwia. am mizniT yvelaze meti federalurma mTavrobam daxarja –

108 miliardi dolari.37 dRes mecnierebi axali produqtebisa da momsaxure-

bebis farTo wres ikvleven, dawyebuli mzis energiiT, eleqtromanqanebiTa da

simsivnis sawinaaRmdego preparatebiT, damTavrebuli xmiT marTvadi

kompiuterebiTa da genuri inJineriis meSveobiT gamoyvanili sakvebi kulture-

biT. dRes kvlevaTa umravlesobas awarmoeben mecnierTa jgufebi da ara

calkeuli gamomgoneblebi, rogorebic iyvnen tomas edisoni, samuel morsi Tu

aleqsandre graham beli. bevri kompania kvlevis jgufebSi marketingis

specialistebsac amatebs, raTa maT daxvewon marketinguli orientacia.

mecnierebi fiqroben iseT fantastikur proeqtebzec, rogorebicaa mfrinavi

manqanebi, samganzomilebiani televizori da kosmosuri koloniebi. maT Seqmnas

safuZvlad udevs ara marto teqnikuri, aramed komerciuli Canafiqric –

Seiqmnas am produqtebis praqtikuli, sasurveli versiebi.

iqidan gamomdinare, rom produqtebi da teqnologia ufro kompleqsuri

xdeba, sazogadoebas esaWiroeba imis codna, rom es yvelaferi usafrTxoa. am

mizeziT samTavrobo saagentoebi krZalaven potenciurad saSiS produqtebs.

aSS-Si kvebisa da wamlebis administraciis saagentom (Food and Drug AdministrationFDA) axali wamlebis Sesamowmeblad kompleqsuri maregulirebeli wesebi

Camoayaliba. momxmarebelTa produqtebis usafrTxoebis komisia (CunsumerProduct Safety Commission PSC) qmnis momxmarebelTa produqtebisaTvis usafr-

Txoebis standartebs da ajarimebs kompaniebs, romlebic maT mxedvelobaSi ar

miiReben. aseTma regulirebam kvlevis xarjebi bevrad ufro gazarda. aseve

gaizarda dro axali produqtis ideis gaCenidan mis danergvamde. marketolo-

gebi, axali teqnologiebis miwodebisa da axali produqtebis Seqmnis dros, am

maregulirebel wesebSi gaTvicnobierebulni unda iyvnen.

■ teqnologiuri garemo: teqnologia aris marketinguli garemos formire-

bis yvelaze dramatuli Zala. am suraTze afrikis erT-erTi tomis menaxire

mobiluri telefoniT saubrobs.


ppoolliittiikkuurrii ggaarreemmoo

marketingul gadawyvetilebebze mZlavrad moqmedebs politikur garemoSi

mimdinare procesebi. ppoolliittiikkuurrii ggaarreemmoo moicavs kanonebs, samTavrobo saagen-

toebsa da gavlenian jgufebs, romlebic zemoqmedeben da zRudaven sxvadasxva

organizaciasa da pirovnebas gansazRvrul sazogadoebaSi.

bbiizznneessiiss mmaarreegguulliirreebbeellii kkaannoonnmmddeebblloobbaa.. Tavisufali sabazro ekonomikis

yvelaze liberaluri damcvelebic ki eTanxmebian mosazrebas, rom sistema

ukeT muSaobs garkveuli regulirebis qveS. kargad gaTvlil regulirebas

SeuZlia stimuli misces konkurencias da uzrunvelyos saqonlisa da

momsaxurebis SeZena. amdenad, mTavrobebi aviTareben sazogadoebriv politikas,

raTa marTon komercia, anu SemoaqvT kanonebisa da wesebis wyeba, romelic

bizness, garkveulwilad, zRudavs sazogadoebis keTildReobis mizniT. TiTqmis

yvela marketinguli saqmianoba imarTeba garkveuli kanonebiTa da wesebiT.

mmzzaarrddii ssaakkaannoonnmmddeebblloo bbaazzaa.. sakanonmdeblo baza, romelic mTel msoflioSi

biznesze axdens zegavlenas, wlebis ganmavlobaSi, gaizarda. aSS-Si arsebobs

bevri kanoni, romlebic moicaven iseT sakiTxebs, rogorebicaa konkurencia,

samarTliani vaWroba, garemos dacva, produqtis usafrTxoeba, reklamis

realoba, momxmareblis konfidencialoba, SefuTva da markireba, iarliyi,

faswarmoqmna da sxva (ix. cxrili 3.2). evrokomisia aqtiurad qmnis kanonebs,

romlebic exeba konkurentul qcevas, produqtis standartebs, mwarmoeblis

valdebulebebsa da komerciul garigebebs evrokavSiris qveynebisaTvis.

zogierTma qveyanam Zlieri samomxmareblo kanonmdeblobis danergvaSi

aSS-sac ki gauswro. magaliTad, norvegia krZalavs ramdenime formis gayidvebis

stimulirebas – savaWro markebs (trade stamps), produqtisTvis Sejibrsa (contest)da premialur fasebs (premiums) – radganac maT produqtis stimulirebis

araswor da arasamarTlian saSualebad miiCnevs. tailandis mTavroba iTxovs

mwarmoeblebisgan iseTi produqciis gamoSvebas, romelic dabali Semosavlebis

mqone momxmareblebisaTvis iqneba xelmisawvdomi. indoeTSi sakvebi produq-

tebis mwarmoebel kompaniebs unda gaaCndeT specialuri mtkicebuleba, raTa

gamouSvan brendi, romelic bazarze ukve arsebuli produqtis dublikats

warmoadgens, rogoricaa magaliTad Coca-Cola an brinjis axali nairsaxeoba.

aSS-Si arsebobs araerTi kanoni, romelic Seqmnilia mTlianad qveynis,

Statebisa Tu adgilobrivi masStabebiT da isini xSirad erTmaneTs faraven.

aspirini, romelic dalasSi iyideba, kontroldeba rogorc federaluri

kanoniT iarliyebis Sesaxeb, aseve texasis kanoniT reklamis Sesaxeb. ufro

metic, kanonebi mudmivad icvleba – is, rac wina wels nebadarTuli iyo, dRes

SeiZleba aikrZalos da _ piriqiT. marketologebma bevri unda imuSaon, raTa

kanonTa am cvlilebebsa da maT interpretaciebs misdion.

biznesis kanonmdebloba ZalaSi konkretuli mizezebis gamo Sevida.

pirveli _ kompaniebis dacva erTmaneTisagan. miuxedavad imisa, rom biznes-

aRmasruleblebi SesaZloa, xotbas asxamen konkurencias, isini zogjer mis

ganeitralebasac cdiloben. amgvarad, kanonebs iReben, raTa dafiqsirdes da

Tavidan iqnas acilebuli arasamarTliani konkurencia. aSS-Si aseTi kanonebi

federaluri savaWro komisiisa da generaluri prokuroris ofisis antimo-

nopoliuri ganyofilebidan momdinareobs.

samTavrobo regulirebis meore mizania momxmarebelTa uflebebis

arasamarTliani biznesqmedebebisagan dacva. zogierTma firmam, regulirebis

gareSe, SesaZloa cudi produqti Seqmnas, reklamaSi icruos da momxmarebeli

SefuTviTa da fasiT moatyuos. arasamarTliani biznessaqmianoba gamoaSkarav-

deba da zewolis qveS aRmoCndeba sxvadasxva saagentos mxridan.

mTavrobis sakanonmdeblo saqmianobis mesame mizania sazogadoebis

interesebis dacva windauxedavi biznesqmedebisagan. momgebiani biznessaqmia-

noba yovelTvis ar qmnis cxovrebis ukeTes xarisxs. kanonebi iqmneba, raTa

darwmunebuli viyoT, rom arsebuli kompaniebi sakuTar Tavze srul pasuxis-

mgeblobas iReben TavianTi produqciis socioeTikur mxareze.

ssaammTTaavvrroobboo ssaaaaggeennttooeebbiiss ccvvaalleebbaaddii zzeewwoollaa.. saerTaSoriso asparezze momuSa-

ve marketologebs urTierToba uwevT aTobiT, ufro metic, asobiT saagentos-

Tan, romlebic savaWro politikis gasatareblad da regulirebis mizniT aris

ppoolliittiikkuurrii ggaarreemmoo

(Political environment)kanonebi, samTavrobo

saagentoebi da gav-

leniani jgufebi,

romlebic zemoqme-

deben da zRudaven

sxvadasxva organiza-

ciebsa da pirov-

nebebs gansazRvrul

sazogadoebaSi.


gagrZeleba ix. gv. 94

warmoidgineT msoflio, sadac yvela

produqti aRWurvilia mikrogadamce-

mebiT, romlebSic informaciaa Cat-

virTuli. dro, rodesac, eleqtroni-

kis meSveobiT, yvela sagnis fexdafex

midevnebas SeZlebT – msoflios ne-

bismier adgilas, nebismier dros.

mwarmoeblebi SeZlebdnen miwodebis

jaWvSi saqonlis moZraobaze Tval-

yuris devnebas, rac gamoiwvevda pro-

duqciis droul miwodebas, sainventa-

rizacio da sadistribucio xarje-

bis Semcirebas. sacalo movaWreebs

saSualeba eqnebodaT, TavianT maRa-

ziebSi mimdinare vaWrobis dinamikis-

Tvis miedevnebinaT Tvali, rac maT

daexmarebodaT sakuTari sasaqonlo

maragebis marTvaSi, Taroebis Sevse-

baSi da avtomaturad xelaxali

SekveTebis marTvaSi.

erTi wuTiT wamrmoidgineT axali

msoflio, romelSic myidvelebisaT-

vis aseTi teqnologiebia Seqmnili.

ganixileT es futuristuli scenari:

supermarketis rigebs Soris

siarulisas Taroze ganlagebuli

Tqveni sayvareli sasmelis 6 saxeo-

bas waavlebT xels. Taroze moTav-

sebuli sensori arCevans gamoaaS-

karavebs da yovelive es Tqveni

Soping-baraTis ekranze reklamis

saxiT aisaxeba. reklama gTavazobT

gansakuTrebul marilian wasaxemse-

bel sakvebs, romelic Zalze gem-

rieli iqneboda Tqven mier Ser-

Ceul sasmelTan erTad. rodesac

Sampunebis ganyofilebas miuaxlov-

debiT, eleqtronuli wamkiTxveli

yuradRebiT daaTvalierebs Tqvens

baraTs da aRniSnavs, rom sayvare-

li brendi ar SegiZeniaT. `dagaviw-

ydaT Sampuni?~ _ Cndeba SekiTxva

ekranze. Semdeg, Soping-baraTi Se-

gaxsenebT, rom sadilisaTvis, ro-

melsac Tqven gegmavT, aucilebe-

lia esa Tu is Rvino. sayidlebis

Semdeg, sursaT-sanovages aTavsebT

erTad da saxlSi midixarT. gasasv-

lelSi damontaJebuli skanerebi

Tqvens SenaZens avtomaturad ajame-

ben da sakredito baraTidan dana-

xarjebs CamoWrian. saxlSi `man-

qana-wamkiTxveli~ Tvals adevnebs,

romeli navaWri ikavebs adgils sa-

kuWnaoSi da romeli rCeba mis ga-

reT, aqedan gamodinare, rodesac

maragi iwureba, savaWro CamonaT-

vals avtomaturad aaxlebs. kvira

dRes, sadilis dasagegmad, Tqven

aTvalierebT indaurs, romelic

axlaxan iyideT. Cadgmuli Cipi gaZ-

levT momzadebis instruqciebsa da

ramdenime garniris recepts.

Tqven frinvelis xorcs aTavsebT

`sazrian RumelSi~, romelic Cipze

Caweril instruqciebs misdevs da,

Sedegad, iRebT mSvenivrad Sebra-

wul indaurs. es arnaxuli teqno-

logiaa Tu?

ggoniaT, warmoudgenelia? sulac

ar aris Auto-ID Center-isTvis. 1999

ppaawwaawwiinnaa ggaaddaammcceemmeebbii TTiiTTooeeuull pprroodduuqqttSSii::

aarrnnaaxxuullii tteeqqnnoollooggiiaa TTuu??

3.2

Auto-ID Center-is mizania, `Secvalos msoflio~ miniaturuli radiogadamcemis ganviTarebiT, romelic

CamontaJdeba produqtebSi da saTanado informaciis wyaro iqneba, riTac uzrunvelyofs sargebels

rogorc myidvelebisTvis, aseve gamyidvelebisTvisac. gagrZeleba ix. gv. 94


wels daarsebulma centrma unika-

luri partnioruli urTierTobebi

daamyara TiTqmis 100 globalur

kompaniasTan da msoflios wamyvan

kvleviT universitetebTan. Auto-IDCenter-is mizani iyo `msoflios Se-

sacvlelad... miecaT kompaniebisTvis

raRac iseTi, razec dRemde ocne-

boben isini _ unaklo miwodebis

jaWvis xiluloba.~ es didebuli

misiaa. magram amis realobad qceva

SesaZloa, albaT, iseTi marketinguli

magnatebisaTvis, rogorebic arian

Wal-Mart, Home Depot, Target, Best Buy,Procter & Gamble, Coca-Cola, IBM, Gilette,Michelin, US Post Office.

Auto-ID Center-ma Seqmna radiosix-Siris pawawina saidentifikacio ga-

damcemi (RFID), anu sazriani Cipi,

romlis CamontaJebac Tqven mier na-

yid nebismier produqtSi SeiZleba.

gadamcemi iseTi pataraa, rom zo-

gierTi maTgani nemsis wverzec ki

moTavsdeba, Tumca SeuZlia, daitios

kodirebuli informacia, waikiTxos

da gadaweros miwodebis jaWvis mona-

cemebi nebismier doneze. Auto-IDCenter-is teqnologia mwarmoeblebsa

da sacalo movaWreebs uzrunvel-

yofs saocari saSualebiT, kvaldak-

val mihyvnen produqciis maragis

cvlilebis tendenciebsa da gayid-

vebs. maT CamontaJebuli Cipebi SeuZ-

liaT gamoiyenon produqtebisaTvis

Tvalyuris sadevnad _ dawyebuli

nayiniTa da katis sakvebiT, damTav-

rebuli saburavebiT, saizolacio

masaliTa da reaqtiuli ZravebiT –

nabij-nabij misdion fabrikidan,

sawyobebidan, maRaziis Taroebidan

Tu xelmeore gadamuSavebis centre-

bidan.

Strixkodis sistema dResdReo-

biT modidan gadis da savaraudod,

sazriani Cipebis sistema Caenacvle-

ba. Strixkodi xiluli unda iyos,

rom skanerma waikiTxos, sazriani Ci-

pi ki nebismier adgilas SeiZleba

moTavsebuli iyos. Strixkodi mxo-

lod produqtis mwarmoeblis iden-

tificirebas axdens, xolo Cipebs

monacemTa bazasTan wyvilSi, deta-

luri informaciis uzrunvelyofa

SeuZliaT individualuri produqtis

Sesaxeb. magaliTad, CamontaJebul

sazrian Cips SeuZlia kompania

Borden-is 2-procentiani moxdili rZis

konkretuli galonis identificire-

ba – misi warmoebis TariRis, gamoye-

nebis vadis, momaragebis jaWvSi ad-

gilmdebareobis dadgena da sxva

damaxasiaTebeli infomarciis miwo-

deba.

miuxedavad imisa, rom es futu-

ristulad JRers, Auto-ID-teqnolo-

giam ukve gaiara testireba aSS-sa da

gaerTianebul samefoSi. axlaxan

Gillette-ma naxevari miliardi Cipi

SeukveTa da ori RFID sapiloto

proeqti ganaxorciela. pirveli

proeqti CamontaJebul gadamcemebs

iyenebs, raTa produqtebs fabrika-

qarxnebidan maRaziis Taroebamde

Tvali adevnos. Gillette-i imedovnebs,rom teqnologia momxmareblebis mom-

saxurebas gaaumjobesebs da, amavd-

roulad, Tavis produqciis marags

25-dan 5 procentamde Seamcirebs. meo-

re proeqtSi Gillette-ma Wal-Mart-sa daTesco-s zogierT maRaziebSi informa-

ciis wamkiTxveli mowyobilobebi Ta-

roebze daamontaJa. amtkiceben, rom

sacalo movaWreni, gayidvis proces-

Si, weliwadSi 30 miliard dolarze

mets kargaven imis gamo, rom Taroebi

bolomde Sevsebuli ar aris. infor-

maciis wamkiTxveli Taroze ganTav-

sebul Gillette-is saparsebs afiqsirebsda roca saparsTa raodenoba klebu-

lobs, maRaziis momsaxure personals

maT Sevsebas axsenebs. `Cven vicxov-

rebT msoflioSi, sadac Taroebi

yovelTvis savsea,~ _ ambobs Gillette-isvice-prezidenti globaluri mizne-

bis marTvis sakiTxebSi. informaciis

wamkiTxveli mowyobiloba momsaxure

personals aseve afrTxilebs, rode-

sac Tarodan didi raodenobiT sa-

parsi qreba da amiT qurdobas amcirebs.

Michelin-ic atarebs Cipebis tes-tirebas. saburavebis damamzadebeli

kompania gegmavs Cipebis CamontaJebas

saburavebSi, romlebic dayenebuli

iqneba samgzavro manqanebsa da msu-

buq satvirTo avtomobilebze, kerZod

ki 2006 wlis modelebze. fabrikaSi

am CipSi Seiyvanen informacias pro-

duqtis warmoebis drosa da TariR-

ze, saburavis zomasa da sidideze,

qarxnis adgilmdebareobaze, satrans-

porto saSualebebis saidentifika-

cio nomrebze.

iseTi megamarketologebis msgav-

sad, rogorebic arian Gillette, Michelin-ida Wal-Mart-i, sazrian Ci-pebs patarasacalo movaWreebic iyeneben. modis

sacalo movaWre Prada-m isini axla-

xan Tavis niu-iorkis maRaziaSi daa-

montaJa. iq arsebuli videoekranebi,

myidvelis mier SerCeuli nawarmidan

skanirebuli informaciis safuZvel-

ze, aCveneben am produqtis demons-

trirebasa da dizainerTa Canaxatebs.

mosazomebel oTaxebSi wamkiTxveli

mowyobilobebi yvela im tansacmlis

detalebis identificirebas axdens,

romlebsac myidveli izomebs da amis

safuZvelze sTavazobs maT tansac-

mlis damatebiT models, zomas, fers

an dizains.

vfiqrobT, aseTi saxis inovaciis

gamo, momxmarebelTa umravlesoba

msgavsi mikrogadamcemebis upirate-

sobas aRiarebs. magram zogierTi

momxmarebeli da maTi uflebebis

damcveli pirad konfidencialobze

wuxs. Tu kompaniebs SuZliaT momx-

mareblis yidvisa da produqtis ga-

moyenebis process Tvali adevnon,

marketologebi Zalze didi raode-

nobis pirad informacias moipoveben.

`am teqnologiis Semqmnelebi or

cecxls Sua arian: maT SeuZliaT am

uzarmazari potencialis gamoyeneba

da, amasTanave, arsebobs SiSi, rom mom-

xmareblebs cru warmodgenebs Seuq-

mnian,~ _ ambobs erT-erTi analitikosi.

Auto ID-teqnologiis mowinaaRmde-

geni aRniSnaven, rom gadamcemebs moq-

medebis SezRuduli diapazoni aqvT,

daaxloebiT 20 futamde – amitom

momxmareblebis saxlebSi Tu maTi

moZraobis procesSi Cipebidan in-

formaciis wakiTxva TiTqmis SeuZle-

belia. Auto ID-industria aseve mu-Saobs momxmarebelTa konfidencia-

lobaze. sxva sakiTxebTan erTad,

isini konfidencialobis gatarebis

politikasac ewevian, rac momxmare-

bels saSualebas aZlevs, uari Tqvas

Cipebze. Auto ID-is konsultantis mo-

sazrebiT, maTi mTavari misia sulac

ar aris momxmareblis jaSuSoba, ara-

med maTi ukeTesi momsaxureba. AutoID-is xedviT, brendis mwarmoeblebsa

da sacalo movaWreebs saSualeba eZ-

levaT, daadginon zusti dro, awar-

moon sworad gaTvlili stimulire-

ba da, amgvarad, daamyaron momxmare-

belTan pirdapiri kavSiri.

gasul wels Auto ID Center-ma amteqnologiis administrirebaze da

ganviTarebaze pasuxismgebloba EPCGlobal-s gadasca. amasTanave, man gaa-

keTa gancxadeba RFID-is kvlevebis

axali fazis Sesaxeb. momdevno wleb-

Si, gamomdinare iqidan, rom es sazria-

ni Cipebi TandaTan sul ufro met

produqtSi gamoCndebian, Auto ID-isteqnologia did sargebels moutans

rogorc marketologebs, aseve myid-

velebs, romelTac isini emsaxurebian.

`varaudi imis Taobaze, rom mikroga-

damcemebis gamoyenebis mizani yidvis

procesSi myidvelze zegavlenis mox-

denaa, mtknari sicruea. magram, arc

Tu ise Soreul momavalSi, igi SeiZ-

leba marketingis axali Taobis ba-

zisad iqces,~ – acxadebs analitikosi.

wwyyaarrooeebbii:: Jack Neff, “A Chip over Your Shoulder?”Advertising Age, April 22, 2002, p. 4; Kimberly Hill,“Prada Uses Smart Tags to Personalize Shopping,” April24, 2002, accessed online at www.crmdaily.com;“Business: The Best Thing Since the Bar-Code: The ITRevolution,” The Economist, February 8, 2003,pp. 57–58; “Gillette, Michelin Begin RFID Pilots,”Frontline Solutions, March 2003, p. 8; “RFID BenefitsApparent,” Chain Store Age, March 2003, p. 63; FaithKeenan, “If Supermarket Shelves Could Talk,” BusinessWeek, March 31, 2003, pp. 66–67; and informationaccessed online at www.autoidcenter.org, July 2003, andinformation accessed online at www.autoidlabs.org,November 2003.


ccxxrriillii 33..22 aaSSSS--SSii mmooqqmmeeddii ZZiirriiTTaaddii kkaannoonneebbii,, rroommlleebbiicc zzeemmooqqmmeeddeebbeenn mmaarrkkeettiinnggzzee

kkaannoonnii ddaanniiSSnnuulleebbaa

Sermanis antimonopoliuri krZalavs monopoliasa da saqmianobebs (fasis fiqsireba, mtacebluri

kanoni (1890) faswarmoqmnis politika), romlebic Statebs Soris vaWrobasa da

konkurencias zRudavs.

federaluri kanoni sakvebi pro- krZalavs falsificirebuli Tu yalbi iarliyebis mqone sakvebi pro-

duqtebisa da wamlebis Sesaxeb duqtebis, wamlebis warmoebasa da gayidvas. am kanoniT Seiqmna sakvebi

(1906) produqtebisa da wamlebis administraciis saagento (FDA).

kleitonis kanoni (1914) Sermanis kanonis damateba. krZalavs fasebis diskriminacias da

eqskluziur urTierTobebs.

kanoni federaluri vaWrobis awesebs vaWrobis komisias, raTa akontrolos da gamoasworos arasamar-

komisiis (FTC) Sesaxeb (1914) Tliani savaWro meTodebi.

robinson-petmenis aqti (1936) damatebebi Seitana kleitonis kanonSi da fasTa diskriminacia araka-

nonier qmedebad ganmarta. es aqti federaluri vaWrobis saagentos

aZlevs uflebamosilebas, raodenobriv fasdaklebebze daawesos limi-

tebi, akrZalos zogierTi brokeruli da mastimulirebeli SeRavaTebi,

garda im SemTxvevebisa, rodesac garkveuli proporciaa daculi.

viler-liis kanoni (1938) krZalavs yvela arakeTilsindisier, gaugebrobis Semcvel da arasamar-

Tlian saqmianobas konkurentebTan mimarTebaSi. sakvebi produqtebisa

da wamlebis reklamirebas aqcevs federaluri vaWrobis saagentos

iurisdiqciis qveS.

lanhamis kanoni savaWro niSnis icavs da aregulirebs gansakuTrebuli brendis saxelebsa da savaWro

Sesaxeb (1946) niSnebs.

kanoni erovnuli saavtomobilo uzrunvelyofs usafrTxoebis savaldebulo standartebis Seqmnas man-

moZraobisa da usafrTxoebis qanebisa da saburavebisaTvis.

Sesaxeb (1958)

kanoni samarTliani SefuTvisa uzrunvelyofs samomxmareblo saqonlis SefuTvisa da iarliyis data-

da iarliyis Sesaxeb (1966) nis regulirebas. am kanonis mixedviT, mwarmoeblebma unda daafiqs-

iron, ras Seicavs SefuTva, vin daamzada da ramdens iwonis igi.

kanoni bavSvTa dacvis Sesaxeb krZalavs saSiSi saTamaSoebis gayidvas. awesebs standartebs patare-

(1966) bisaTvis usafrTxo SefuTvisaTvis.

federaluri kanoni sigaretis am kanonis Tanaxmad, sigaretis SefuTva unda Seicavdes Semdeg sityvebs:

iarliyisa da reklamis Sesaxeb `gafrTxileba: jandacvis saministro gafrTxilebT, moweva mavnebelia

(1967) Tqveni janmrTelobisaTvis.~

kanoni erovnuli garemos dacvis afuZnebs erovnul politikas garemosTan mimarTebaSi. 1970 wlis reor-

Sesaxeb (1969) ganizaciisPgegmiT Camoyalibda garemos dacvis saagento (EPA).

kanoni samomxmareblo produqtis afuZnebs samomxmareblo produqtis usafrTxoebis komisias (CPSC) da

usafrTxoebis Sesaxeb (1972) avalebs mas samomxmareblo produqtebisaTvis usafrTxoebis standar-

tebis danergvas. aseve, awesebs sasjels im SemTxvevaSi, Tu es standar-

tebi uxeSad dairRveva.M

magnuson-mosis kanoni garantiebis federaluri vaWrobis saagentos saSualebas aZlevs, gansazRvros wese-

Sesaxeb (1975) bi da kanonebi momxmareblis garantiebis Sesaxeb. aseve, xelmisawvdoms

xdis maT gamosworebas momxmareblebisaTvis.

kanoni sabavSvo programebis zRudavs reklamebis raodenobas sabavSvo satelevizio programebis

Sesaxeb (1990) dros.

kanoni sakvebi produqtebis moiTxovs, rom sakvebi produqtis iarliyebi detalur informacias Sei-

Sesaxeb (1990) cavdes produqtis Sesaxeb.

telefonis momxmarebelTa dacvis EzRudavs marketologebs telefonis, Canawerebisa Tu sxva msgavsi siste-

aqti (1991) mebis meSveobiT momxmareblebis mizidvaSi.

kanoni amerikel invalidTa icavs invalidebis uflebebs. uzrunvelyofs maT TavSesafriT, trans-

dacvis Sesaxeb (1991) portiTa da telekomunikaciiT.

kanoni onlainreJimSi bavSvTa krZalavs veb-gverdebze bavSvebisagan piradi informaciis miRebas

piradi informaciis dacvis mSoblebis Tanxmobis gareSe da mSoblebs saSualebas aZlevs, gaakon-

Sesaxeb (2000) trolon es informacia.


Seqmnili. aSS-Si kongresma Camoayaliba federaluri maregulirebeli saagen-

toebi, rogorebicaa federaluri vaWrobis komisia (FTC), sakvebisa da wamlebis

administraciis saagento (FDA), federaluri komunikaciebis komisia, federa-

luri energoregulaciis komisia, samoqalaqo aviaciis sabWo, momxmarebelTa

produqtis usafrTxoebis komisia da garemos dacvis saagento. aseT samTav-

robo saagentoebs kompaniis marketingul maCvenebelze didi gavlena aqvT.

drodadro am saagentoebis momsaxure personali zedmet simkacres iCens da

maTi qmedeba araprognozirebadia. zogjer am saagentoebSi dominireben advoka-

tebi da ekonomistebi, romlebsac praqtikuli biznesisa da marketingis sfero-

Si gamocdileba naklebad gaaCndaT. bolo wlebSi federaluri vaWrobis

komisiam Tavis momsaxure personals daumata marketingis eqspertebi,

romelTac biznesis kompleqsuri sakiTxebis ukeT gageba SeuZliaT.

axali kanonebis Seqmna da maTi zewolis zrda grZeldeba. biznes-aRmasru-

leblebma, produqtebisa da marketinguli programebis dagegmvisas, am mov-

lenebs Tvali unda gadaavlon. marketologebma is ZiriTadi kanonebi unda

icodnen, romlebic icaven konkurencias, momxmareblebsa da sazogadoebas. maT

unda esmodeT es kanonebi adgilobriv, regionalur, federalur da saerTa-

Soriso doneze.

ggaazzrrddiillii yyuurraaddRReebbaa eeTTiikkaassaa ddaa ssoocciiaalluurraadd ssaappaassuuxxiissmmggeebblloo qqmmeeddeebbeebbzzee.. da-

werili kanonebi marketingis borotad gamoyenebas yovelTvis ver zRudavs.

miuxedavad amisa, dawerili kanonebisa da regulirebis garda, bizness, aseve,

socialuri kodeqsebi da eTikis progresuli wesebi marTavs.

ssoocciiaalluurrii ppaassuuxxiissmmggeebblloobbaa.. civilizebuli kompaniebi TavianT menejerebs

aswavlian, Tu `ra aris swori qmedeba~. socialuri pasuxismgeblobis mqone es

firmebi aqtiurad eZeben gzebs, raTa daicvan TavianTi momxmareblebis intere-

sebi da garemo.

ukanasknel xanebSi biznesSi skandalebis matebam da garemos dacvaze

gazrdilma zrunvam eTikisa da socialuri pasuxismgeblobis sakiTxebisadmi

axali interesi gamoiwvia. marketingis TiTqmis yvela aspeqti msgavs sakiTxebs

moicavs. vinaidan aseTi sakiTxebi konfliqtur interesebs exeba, saRad

moazrovne adamianebs SeuZliaT,mocemul situaciaSi, moqmedebis swor kurss ar

daeTanxmon. amdenad, bevri industriuli da profesiuli savaWro asociacia

saTanado eTikis kodeqss flobs. axla sul ufro meti kompania aviTarebs

Sesabamis politikas, samoqmedo strategias da reagirebas axdens kompleqsuri

socialuri pasuxismgeblobis sakiTxebis mimarT. magaliTad, 2001 wels yvelaze

mdidari 250 kompaniis 45 procentma gamouSva garemos,socialuri Tu Tanmxlebi

sakiTxebis Sesaxeb angariSebi.38

eleqtronuli komerciisa da internetmarketingis bumma Seqmna socialu-

ri da eTikuri sakiTxebis axali wyeba. yvelaze mTavaria onlainkonfiden-

cialoba. magaliTad, veb-gverdis stumrebi xSirad amarageben kompaniebs piradi

informaciiT, ris gamoc isini SeiZleba usindiso marketologebis msxverplni

gaxdnen. ufro metic, Intel-i da Microsoft-i maRalteqnologiuri mikrosqemebisa da

programebis gamoyenebaSi daadanaSaules,risi meSveobiTac personaluri kompi-

uterebidan informacias iRebdnen marketinguli miznebisaTvis.39

am wignSi Cven warmogidgenT specialur CanarTebs – marketingi muSaobis

procesSi. isini ajameben ZiriTad sazogadoebriv politikasa da socialuri

pasuxismgeblobis sakiTxebs, romlebic marketingis ZiriTad gadawyvetilebebs

axlavs Tan. maTSi is kanonieri sakiTxebia ganxiluli, romlebic marketolo-

gebma unda Seiswavlon, da is eTikuri da socialuri Temebi, romelTac es

ukanasknelni awydebian. meTeqvsmete TavSi detalurad ganvixilavT socioeTi-

kuri marketinguli sakiTxebis farTo wyebas.

qqvveellmmooqqmmeeddeebbaassTTaann ddaakkaavvSSiirreebbuullii mmaarrkkeettiinnggii.. imisaTvis rom socialuri pasux-

ismgebloba warmoaCinon da ufro pozitiuri imiji Seiqmnan, bevri kompania

sakuTar Tavs saqvelmoqmedo RonisZiebebs ukavSirebs. dRes yvela produqti

raRac movlenasTanaa dakavSirebuli. ase magaliTad, iyide Purina-s katis sakvebida amiT daexmarebi zoologiuri parkebisa da akvariumebis amerikul asocia-

cias, gadaarCinos didi katebis erT-erTi jiSi gadaSenebisagan. ai, sxva mowode-

bebic: dalieT Tang-i da amiT daimsaxurebT gasamrjelos, romliTac


daexmarebiT dedebs, romlebic winaaRmdegi

arian nasvam mdgomareobaSi manqanis mar-

Tvisa; SeiZineT produqti EddieBauer.com-dan,miiReT procenti SenaZenidan, raTa Tqvens

adgilobriv skolas daexmaroT; iyideT var-

disferi miqseri KitchenAid-gan da mxari dau-

WireT mkerdis simsivnis kvlevebs; Tu gsurT,

daexmaroT leikemiis amerikul sazogadoe-

bas, iyideT Helping Hand-is nagvis parkebi antualetis qaRaldi; gadaixadeT pirdapiri

gadaxdis baraTiT da Tqven SeZlebT daex-

maroT kulturisa da xelovnebis adgilob-

riv jgufebs an mxari dauWiroT simsivnisa

Tu gulis daavadebaTa winaaRmdeg brZolas.

qvelmoqmedebasTan dakavSirebuli (mib-

muli) marketingi korporaciebis mier fi-

nansuri resursebis gacemis ZiriTad xerxad

iqca. igi kompaniebs saSualebas aZlevs, `kar-

gad gaakeTon kargi saqme.~ isini kompaniis

produqtebisa Tu momsaxurebebis realiza-

cias saqvelmoqmedo fondebisa da Sesabamisi

sazogadoebrivi organizaciebisaTvis gaweu-

li Semweobis zrdas ukavSireben. kompaniebi

axla yovelwliurad aTobiT qvelmoqmede-

basTan dakavSirebul marketingul kampanias

sponsoroben. bevr maTgans zurgs umagrebs

didi biujeti da marketinguli saqmianobebis

farTo diapazoni. ganvixiloT Semdegi

magaliTebi:

1987 wels Johnson&Johnson-ma (J&J)bavSvTa erovnul samedicino centrTan

da erovnuli usafrTxoebis sakonsu-

losTan erTad sponsoroba gauwia erov-

nul moZraobas – bavSvTa usafrTxoebas.

momxmareblebs SeeZloT 9.95 dolarad

eyidaT videofiri bavSvTa usafrTxoe-

baze. kampaniis xelSewyobis mizniT

Johnson&Johnson-ma yoveldRiur gazeTebSi TiTqmis 50 milioni

sareklamo danarTi gamouSva. man aseve Seqmna sacalo movaWreTaTvis

specialuri sainformacio nakrebi (CanTa), romelSic Sedioda

plakatebi, gamosaxulebebi da sxva mastimulirebeli masalebi. bavSvTa

erovnuli samedicino centridan dawyebuli, bavSvTa usafrTxoebis

erovnuli kampania iqca damoukidebel organizaciad _ `̀bbaavvSSvvTTaa

uussaaffrrTTxxooeebbaa,,~~ romelic amerikaSi 300 regionalur da adgilobriv

organizacias moicavs. yoveli wlis maisSi organizacia uerTdeba

Johnson&Johnson-s da bavSvTa usafrTxoebis kvireuls. J&J-i am

moZraobis mxardaWeras agrZelebs milionobiT dolariT, yovelwliu-

ri grantebiT, sazogadoebrivi kampaniebiT, korporaciuli reklamiTa

da sacalo stimulirebiT.

1996 wels General Mills-ma daarsa programa Box Tops For Education-i(BTFE). igi skolebs aZlevs Sanss, gamoimuSavon naRdi fuli –

eqskursiebisaTvis, kompiuterebisaTvis, saTamaSo moednebisaTvis,

saWiro inventarisaTvis. BTFE-ma, marTlac, gaamarTla. dRes dawyebiTi

skolebis 60 procenti am programaSia CarTuli. monawileobis

misaRebad moswavleebi da mSoblebi agroveben 330-mde produqtis iar-

liyebs, maT Soris arian Yoplait-i, Big G, Lloyd’s -i da BettyCrocker-i. Semdeg

General Mills-i TiToeul iarliySi skolas 10 cents uxdis. dadginda,

rom kompaniam am gziT TiTqmis 70 milioni dolari gadasca adgilob-

riv, kerZo, sajaro Tu samrevlo skolebs. am warmatebaze dayrdnobiT,

General Mills-i gaerTianda Visa-sTan, raTa sazogadoebas BTFE -is sakredi-

■ qvelmoqmedebaze mibmuli marketingi: KitchenAid-i TiToeuli

gayiduli miqseridan Semosul 50 dolars, Sewirulobis saxiT,

sarZeve jirkvlebis kibos kvlevaSi debs da arwmunebs momx-

marebels, raTa ,,sijansaRis'sadils umaspinZlon~.


to baraTi SesTavazos. igi Visa-s sakredito baraTebis mflobelebis

mier garkveuli SeZenili produqciis Tanxis erT procents skolebs

swiravs. garda amisa, momxmareblebs, romlebic Amazon.com-sa da

EddieBauer.com-Si arian gawevrianebulebi, BTFE-idan aqvT garantia –

isini TiToeuli SenaZenis 10 procents TavianT skolebs swiraven.

qvelmoqmedebasTan dakavSirebul marketings uaryofiTi mxareebic aqvs.

kritikosebi Sewuxebulni arian imis gamo, rom aseTi marketingi ufro gayidvis

strategiaa, vidre qvelmoqmedebis da rom, aqedan gamomdinare, `qvelmoq-

medebasTan dakavSirebuli~ marketingi, realurad, `qvelmoqmedebis Tavis mizne-

bisTvis gamomyenebeli~ marketingia. amdenad, kompaniebi, romlebic mas iyeneben,

SesaZloa xsenebuli eqspluatatoruli ieris gamo garkveul problemebs

waawydnen.

miuxedavad amisa, kargad warmarTvis SemTxvevaSi, qvelmoqmedebasTan dakav-

Sirebul marketings SeuZlia daexmaros rogorc kompanias, aseve qvelmoqme-

debis obieqtsac. kompania am gziT pozitiur sazogadoebriv imijs iqmnis.

saqvelmoqmedo organizacia Tu konkretuli movlena ki Seqmnis ufro met

vizualurobasa da fondebis axal, mniSvnelovan wyaroebs moizidavs. aseTi

marketingis programebi, sxvadasxva saqvelmoqmedo miznisaTvis, yovelwliurad

aSS-is korporaciebisagan Tavs uyris 700 milion dolarze mets.40

kkuullttuurruullii ggaarreemmoo

kkuullttuurruullii ggaarreemmoo Sedgeba institutebisa da sxva Zalebisagan, romlebic

gavlenas axdenen sazogadoebis ZiriTad faseulobebze, aRqmaze, Sexedulebebsa

da qcevaze. adamianebi izrdebian konkretul sazogadoebaSi, romelic maT

mTavar rwmenasa da faseulobebs uyalibebs. isini STanTqaven msoflioze

Sexedulebas, romelic gansazRvravs maT urTierTobebs sxvebTan. amis gamo,

kulturul maxasiaTeblebs marketinguli gadawyvetilebis miRebaze efeqtis

moxdena SeuZliaT.

kkuullttuurruull ffaasseeuulloobbaaTTaa mmddggrraaddoobbaa.. mocemul sazogadoebaSi mcxovreb

adamianebs sakuTari rwmena da faseulobebi gaaCniaT, romlebsac maRali

mdgradoba axasiaTebT. magaliTad, amerikelebis umravlesobas swams muSaobis,

qorwinebis, qvelmoqmedebisa da patiosnebis. es rwmena ayalibebs ufro

specifikur damokidebulebasa da qcevebs, romlebsac yoveldRiur cxovrebaSi

aRmovaCenT. ZiriTadi rwmena da faseulobebi Svilebs mSoblebidan gadaecemaT,

rasac Semdeg skola, eklesia, biznesi da mTavroba ganamtkicebs.

meoradi rwmena da faseulobebi ufro advilad cvalebadia. qorwinebis

rwmena pirveladia, magram imis rwmena, rom adamiani adreul asakSi unda

daqorwindes – meoradi. marketologebs aqvT SesaZlebloba, Secvalon meoradi

faseulobebi, magram naklebad SeuZliaT ZiriTadi faseulobebis Secvla.

magaliTad, marketologebs SeuZliaT ufro efeqturad ikamaTon imaze, rom

mogvianebiT daqorwineba umjobesia, vidre imaze, rom adamianebma saerTod ar

unda iqorwinon.

ccvvlliilleebbeebbii mmeeoorraadd kkuullttuurruull ffaasseeuulloobbeebbSSii.. miuxedavad ZiriTadi

faseulobebis mudmivobisa, kulturuli ryevebi mainc xdeba. magaliTisaTvis

aiReT popularuli musikaluri jgufebis, kinovarskvlavebisa da sxva cnobili

saxeebis zegavlena axalgazrdebis varcxnilobaze, tansacmelsa da seqsualur

normebze. marketologebs surT kulturuli cvlilebebis winaswarmetyveleba,

raTa gansazRvron axali SesaZleblobebi Tu safrTxeebi. ramdenime firma

amasTan dakavSirebiT, winaswar prognozirebas sTavazobs. magaliTad,YankelovichMonitor, Market Fact’s Brain Waves Group da Trends Research Institute.

Yankelovich Monitor-i wlebis ganmavlobaSi fexdafex misdevda momxmarebelTa

faseulobis tendenciebs. 21-e saukunis dasawyisSi igi ukan dabrunda,raTa wina

aTwleulis gakveTilebiT esargebla. man momxmareblis 8 mTavari Tema

gansazRvra:41

11.. ppaarraaddooqqssii: adamianebi eTanxmebian Sexedulebas, rom `cxovreba aris swrafva

ukeTesobisa da uaresobisaken erTdroulad.~

22.. aarr eennddooTT: ndoba eqimebis, sajaro skolebis, satelevizio axali ambebis, gaze-

kkuullttuurruullii ggaarreemmoo

(Cultural environment)institutebi da sxva

Zalebi, romlebic

gavlenas axdenen

sazogadoebis Ziri-

Tad faseulobebze,

Sexedulebebsa da

qcevaze.


Tebis, federaluri mTavrobisa da korporaciebis mimarT mkveTrad ecema.

33.. iimmooqqmmeeddeeTT mmaarrttoo:: ufro meti adamiani eTanxmeba gancxadebas: `me ufro metad

vendobi sakuTar instiqtebs, vidre eqspertebs.~

44.. WWkkvviiaannss TTaavviissii ggaaaaqqvvss:: magaliTad, xalxis nawili eTanxmeba sityvebs: `brendis

yidva, romelic TqvenTvis ucnobia, sariskoa.~

55.. aarraannaaiirrii mmssxxvveerrppllSSeewwiirrvvaa:: magaliTad, bevri adamiani amtkicebs, rom Sexedu-

leba mniSvnelovania, magram ara nebismier fasad. damTavrda dro, rodesac

saxls mxolod saCvenebeli da ara komfortis funqcia hqonda, aseve, miu-

Rebelia sakvebis gemos ugulvebelyofa.

66.. ssttrreessiiss ddaaZZlleevvaa ZZnneelliiaa: magaliTad, sul ufro meti adamiani amtkicebs, rom

ìsini ganwyobili arian meti dasvenebisTvis.~

77.. TTaannaazziiaarrii ssaammuuSSaaoo ggzzaaaa wwiinnssvvlliisskkeenn:: ufro meti adamiani eTanxmeba, rom yve-

lam Tavisi saqme unda akeTos.

88.. CCeemmTTaann eerrTTaadd: magaliTad,xalxi gamoxatavs saWiroebas, icxovron msoflioSi,

romelic Seqmnilia `Cem~ mier da ara `Sen~ mier.

Yankelovich-i miiCnevs, rom 2000 wlis wina aTwleuls, ZiriTadad, beibi-

bumerebi da X-Taoba warmarTavdnen. beibi-bumerebs amoZravebdaT Semdegi 4 faq-

tori: `Tavgadasavali~ (axalgazrdobis SegrZneba), `simarjve~ (adaptaciis

unari da cvlilebebis survili), `TaobaTa mxardaWera~ (axalgazrdebsa da mox-

ucebze mzrunveloba, xSirad tradiciuli SeTanxmebebis gziT) da àRdgena~

(pensiaze adreuli gasvlis Semdeg meore karierisa Tu samsaxurebrivi cxovre-

bis axali fazis dawyeba). X-Taobas ki warmarTavs 3 faqtori: `kargi cxovrebis

xelaxali gansazRvra~ (motivacia, raTa maTi ekonomikuri keTildReoba

gaumjobesdes da misi kontroli SenarCunebul iqnas), àxali ritualebi~

(tradiciul faseulobebTan dabruneba, magram tolerantuli midgomiTa da

cxovrebis aqtiuri stiliT) da `danawileba da SeerTeba~ (samsaxuris, TamaSis,

Zilis, ojaxisa da cxovrebiseuli sxva aspeqtebis balansi).

sazogadoebis mTavari kulturuli faseulobebi gamoxatulebas povebs

adamianis SexedulebebSi sakuTar Tavze, sxvebze, organizaciebze, sazogadoe-

baze, bunebasa da samyaroze.

aaddaammiiaanneebbiiss SSeexxeedduulleebbaa ssaakkuuTTaarr TTaavvzzee.. zogi adamiani eZebs pirad siamovnebas,

iltvis mxiarulebisaken, cvlilebebisa da TavdaRwevisaken, sxvebi ki eZeben

TviTrealizacias religiaSi, SemoqmedebaSi, karierasa Tu sxva cxovrebiseuli

miznebis ganxorcielebaSi. xalxi iyenebs produqtebs, brendebsa da momsaxure-

bebs, rogorc TviTgamoxatvis formebs da yidulobs produqtebsa Tu momsax-

urebebs, romlebic Seesabameba maT Sexedulebebs sakuTar Tavze.

1980-ian wlebSi piradi ambicia da materializmi dramatulad momZlavrda.

e.w. ,,me sazogadoebaSi’’ _ adamianebi yidulobdnen òcnebis manqanebs~ da

àrdadegebs ocnebis qveyanaSi atarebdnen~ maSin, rodesac sakuTari pirveladi

saWiroebis saqonelsa Tu momsaxurebaze cdilobdnen, fuli SezRudulad

daexarjaT. dRes situacia gansxvavebulia. xalxi egueba ufro konservatorul

qcevebsa da ambiciebs. axal aTaswleulSi SesvliT, materializmi, fulis

Tavisufali xarjva da sakuTari survilebis dakmayofileba Secvala fulis

ufro gonivrulad xarjvam, dazogvam, saojaxo saqmeebSi sxvebis daxmarebam.

momwifebuli beibi-bumerebi fulis xarjvas zRudaven produqtebsa da momsax-

urebebze, romlebic maT cxovrebas aumjobesebs, imijis zrdis xarjze. aseTi

midgoma brwyinvale momavals uwinaswarmetyvelebs produqtebsa da momsaxure-

bebs, romelnic emsaxurebian ZiriTad saWiroebebs da gvamarageben ufro

realuri faseulobiT, vidre fufunebiTa da brwyinvalebiT.

xxaallxxiiss SSeexxeedduulleebbaannii ssxxvveebbzzee.. bolo dros damkvirveblebma aRniSnes Semdegi

cvlileba _ swrafva e.w. ,,me sazogadoebidan’’ ,,Cven sazogadoebisaken’’, sadac

ufro met adamians surs erTad yofna da sxvisTvis samsaxuris gaweva.42

wlebis ganmavlobaSi `budis~ mowyobis tradiciis Semdeg

(usafrTxoebisa da saxlis komfortis SegrZneba), amerikelebma,

sabolood, daiwyes saxlidan gamosvla realur samyaroSi. budis

mowyobis instinqts wertili daesva _ igi modidan gadavida. rodesac,

80-ian wlebSi pirveli didi talRa agorda, am tendenciis damkvirve-

blebma Seqmnes termini `Wiis parki~, raTa im bumerebis mozRvaveba


daexasiaTebinaT, romlebic TavianT pirvel saxlebs yidulobdnen da

didi zomis avejiTa da momxibvleli mowyobilobebiT avsebdnen.

dot.com-ebis bumma saTave daudo axal talRas, rodesac saxlis inven-

taris mTavar Semadgenel nawils ukve plazmuri televizorebi da

,,flei-steiSenebi’’ warmoadgendnen. xalxis umravlesobis azriT, budis

mowyobis periodi kidev didxans gagrZeldeba. Tumca 2001 wlis 11

seqtembris movlenebma, rogorc sociologebi acxadeben, xalxs kom-

paionobisaken ubiZga. teroristebis gangaSisa da erayis omis Semdeg

bevri adamiani bunebrivad iswrafvoda TavdaRwevisaken. `amdeni xani

Wiis parkSi mxolod ojaxTan erTad SegiZlia gaZlo. maTi siy-

varulic ki momabezrebelia,~ – ambobs erT-erTi sociologi.

marketologebi amCneven am cvlilebas. las-vegasSi Saks Fifth Avenue-smaRazia cdilobs, xalxi saxlidan gamoiyvanos da maT divnebiT savse misaReb

oTaxs uTmobs, sadac myidvelebs SeuZliaT dasxdnen da isaubron, miirTvan

tkbileuli da uzarmazar televizors uyuron. Applebee-s restornebis qselma

gamofina reklamebi, romlebSic TavSeyris adgilebSi kvebazea yuradReba

gamaxvilebuli. dabolos, Neighbourhood Hero-s konkursi, romelSic nominire-

bulni arian adgilobrivi cnobili personebi. rogorc ki adamiani Tavisi kom-

fortuli binis zRurbls gascda da sufTa haerze gavida, sacxovrebeli

`budis~ da idiliis Seqmnis ostati – Home Depot – Tavis bizness mebaReobis

ganxriT afarToebs.

xalxs sul ufro metad surs, gascdes sakuTari saxlis zRurbls da dro

sxvebTan erTad gaataros. es tendencia `socialuri mxardaWeris~ mqone pro-

duqtebisa da momsaxurebis uzarmazar moTxovnas gulisxmobs, rac adamianebs

Soris pirdapir komunikacias aumjobesebs, magaliTad, janmrTelobis klubebi

da saojaxo ardadegebi.

xxaallxxiiss SSeexxeedduulleebbaannii oorrggaanniizzaacciieebbzzee.. adamianebi gansxvavdebian erTmane-

Tisagan im mxrivac, rom maT aqvT sxvadasxva mosazreba korporaciebze, samTav-

robo saagentoebze, profesiul kavSirebze, universitetebsa da sxva organiza-

ciebze. xalxs surs, mniSvnelovani organizaciisaTvis imuSaos da, sanacvlod,

sazogadoebisaTvis samsaxuris gaweva moiTxovos. 1980-ian wlebis damdegs

amerikis biznesis, politikuri organizaciebisa Tu institutebisadmi ndoba da

loialoba mkveTrad daeca. 90-iani wlebis ganmavlobaSi kompaniebis ukusvlam

gamoiwvia cinizmi da undobloba. bolo dros korporaciulma skandalebma

Enron-Si, World.com-Si, Tyco International-sa da sxva did kompaniebSi didi biznesismimarT kidev ufro meti undobloba danerga. dRes bevri adamiani samsaxurs

ganixilavs ara rogorc dakmayofilebis wyaros, aramed saSualebas,

gamoimuSaos fuli, raTa dro gaataros arasamuSao saaTebSi. es tendencia

miuTiTebs, rom organizaciebs sWirdebaT axali gzebis moZieba, raTa momxmare-

blisa da momsaxure personalis ndoba moipovon.

xxaallxxiiss SSeexxeedduulleebbaannii ssaazzooggaaddooeebbaazzee.. adamianebis mosazrebebi sazogadoebaze

Zalze gansxvavebulia. patriotebi icaven mas, reformatorebs misi Secvla

surT, ukmayofilo adamianebs misgan gacla swadiaT. xalxis sazogadoebaze

orientacia gavlenas axdens maT moxmarebis modelze da sabazro sivrcisadmi

damokidebulebebze. amerikuli patriotizmi, bolo aTwleulis ganmavlobaSi,

izrdeboda. Tumca igi, gansakuTrebiT, 11 seqtembris teroristuli aqtisa da

erayis omis Semdeg gaZlierda. magaliTad, 11 seqtembramde amerikelebi yvela

zomisa Tu formis amerikis droSaze weliwadSi 200 milion dolars xarjavd-

nen, magram 2001 wels amerikuli droSis gayidva gaoTxmagda. 11 seqtembris

Semdeg sul raRac 2 kviraSi, K-Mart-ma qveynis farglebSi 662 aTasi xelSi

dasakavebeli droSa gayida. erayis omis Semdeg ki xalxis umravlesobam zafxu-

lis umetesi nawili amerikis istoriuli adgilebis daTvalierebas dauTmo –

vaSingtonis monumentur Zeglebs, maunt-raSmors, getisbergis sabrZolo vels,

perl-harbors da alamos.43

marketologebs es movlenebi reagirebis gareSe ar dautovebiaT. maT

patriotul Temaze awyobili produqtebi gamoimuSaves da mastimulirebeli

kampaniebi awarmoes. yvela, yvavilebis Taigulebisa Tu tanisamosis mwarmoe-

blebi, patriotul Temas iyenebda. magaliTad, 11 seqtembris Semdeg Mars-ma M&M-isaxali SefuTva gamouSva – Sokoladi sul sami feris iyo: wiTeli, TeTri da


lurji. gayiduli saqonlidan moge-

bis 100-ve procenti wiTel jvars

gadaeca. saSobaod HallMark-ma Ses-Tavaza misaloci baraTi, romelzec

gamosaxuli iyo Tovlis babua dro-

SiT xelSi da warwera: `RmerTo,da-

loce amerika!~ Wal-Mart-ma gayida

TeTreuli patarebisaTvis _ “LittlePatriots Diapers”-i _ pawawina lurji

varskvlavebiT. HeartLand Brewery-mniu-iorkis taims-skverSi axali ludis

prezentaciac ki gamarTa. DetermiNationAle. Budweiser-is Super Bowl-is reklama ki

pativsacemi Budweiser-is Clydesdales-sasaxavda, romelic Tavs xris, raTa

manhetenis samudamod Secvlil cis

kamaras pativi miagos.44

miuxedavad xsenebuli marke-

tinguli Zalisxmevisa, romelic

kargad dagegmili da gansazRvruli

iyo,wiTeli,TeTri da lurji fere-

bis friali zogierTma marketo-

logma arakeTilsindisierad gamoi-

yena. 11 seqtembris movlenebis Semdeg momxmareblebi myisve gadavidnen

patriotuli produqtebis yidvaze. im SemTxvevebis

garda, rodesac kompaniebi TavianTi produqtis

gayidvas saqvelmoqmedo kontribuciebs ukavSireb-

dnen, `patriotizmi,rogorc marketinguli programa,

xelgaSliT ar iqna miRebuli,~ – ambobs erT-erTi

analitikosi. maT momxmareblebi xSirad ganixi-

lavdnen, rogorc `tragediis xarjze rac SeiZleba

meti fulis gakeTebis mcdelobas.~ meore eqsperti

gvirCevs, rom marketologebma sifrTxile unda

gamoiCinon erovnul emociebze TamaSis dros.

rogoric unda iyos maTi ganzraxva, isini unda

ecadon, raTa ar daimsaxuron Semdegi sityvebi:

`saSineleba iyo, ara? axla, midiT da Cvens pro-

duqtze fuli daxarjeT!~45

xxaallxxiiss SSeexxeedduulleebbaannii bbuunneebbaazzee.. xalxis bunebisadmi

damokidebuleba gansxvavebulia. zogierTis azriT,

igi maT warmarTavs, sxvebi masTan harmoniulad

arian, danarCenebi ki mis daxvewas cdiloben.

grZelvadiani tendenciebis mixedviT, adamianebis

zegavlena bunebaze teqnologiis wyalobiT ixve-

weba. amasTanave, xalxs swams, rom buneba baraqiania.

miuxedavad amisa, maT sul axlaxan gaacnobieres,

rom buneba uSreti ar aris da adamianTa saqmia-

nobiT misi ganadgureba SesaZlebelia. bune-bis

siyvaruli mis wiaRSi bevr saqmianobas warmo-Sobs:

banakebis Seqmna, laSqrobebi, Tevzaoba, frinvelebis

TvalTvali da sxva. yovelive amaze biznesma

Semdegi reaqcia moaxdina: man iseTi produqtebi da

momsaxurebebi awarmova, romlebic aseTi saqmiano-

bebisaTvis aucilebelia. turistuli turneebis

momwyobi saagentoebi velur bunebaSi Tavgada-

savlebs gvTavazoben, sacalo movaWreni ki _ fit-

nes-tanisamossa Tu fexsacmels. sakvebi produqte-

bis mwarmoeblebma ki mzardi bazrebi bunebrivi da

organuli sakvebis SeTavazebiT daipyres. axla,

bunebrivi, organuli produqti 25 miliardi do-

■ xalxis Sexedulebebis cvlilebebze, bunebriv gare-

mosTan mimarTebaSi, marketologebi reagirebas ufro

natularuli da organuli produqciis SeTavazebiT

axdenen. White Wave-is soios rZem warmatebas miaRwia25 miliardi dolaris industriaSi.

■ ukanaskneli ori dekadis manZilze amerikuli patriotizmi sul ufro iz-

rdeba, magram 11 seqtembris teroristuli Tavdasxmis Semdeg igi kidev ufro

gaizarda. Mars Inc-is marketologebma (M&M-is Semqmnelebma) am tragikul

movlenaze reagireba patriotuli produqciiTa da stimulirebiT gamoxates.

laris industrias warmoadgens, romelic yovelwliurad 20 procentiT izr-

deba. niSaze orientirebuli marketologebi, rogoricaa Whole Foods Markets-i,swored am bazars emsaxurebian. tradiciuli supermarketebis qselebma,

rogorebic arian Kroger-i da Safeway, damatebiT Seqmnes bunebrivi, organuli

sakvebis ganyofilebebi TavianT maRaziebSi. White Wave’s Silk-is soios rZisgayidva, sul raRac, or weliwadSi, naxtomiseburad gaizarda 10 milionidan 200

milion dolaramde. am moZraobas TviT McDonald’s-ic SeuerTda da axlaxan

organuli rZis gayidva muyaos paketSi daiwyo.46

xxaallxxiiss SSeexxeedduulleebbaannii ssaammyyaarroozzee.. dabolos, xalxis Sexedulebebi imisda

mixedviTac gansxvavdeba, Tu ras fiqroben isini samyaros warmoSobaze da sad

xedaven masSi sakuTar adgils. miuxedavad amerikelTa eklesiurobisa,

ukanasknel wlebSi maTi religiuri mrwamsi TandaTanobiT SeibRala. Tumca

zogierTma futuristma aRniSna, rom sulierebisadmi interesi ar ganelebula

rogorc Sinagani samyaros Ziebisadmi. adamianebi CamoSordnen materializms,

sakuTar ambiciebs da ufro mudmivi faseulobebis Zieba daiwyes – ojaxi, sazo-

gadoeba, dedamiwa, rwmena – maT ufro kargad gaacnobieres tyuil-marTali.

àmerikelebi sulier mogzaurobaSi arian. isini sul ufro metad interes-

debian cxovrebiseuli, sulieri sakiTxebiT. am mogzaurobas SeuZlia

religiuroba gaaZlieros, magram igi, ufro, `spirituli individualizmis~ for-

mas iRebs~, _ ambobs erT-erTi eqsperti. es axali suliereba zemoqmedebs momx-

mareblebze da yvelaferze, rasac isini akeTeben – satelevizio programebze,

romelsac uyureben; wignze, romelsac kiTxuloben; produqtebsa da momsaxure-

bebze,romlebsac yiduloben. ìsini ukeT ecnobian im brendebs,romelTac yidu-

loben. aseTi midgoma brendebisaTvis unikalur marketingul SesaZleblobas

warmoadgens,~47 _ dasZens erT-erTi eqsperti.


modiT, cota xniT SeisveneT. Tqven axla Zalian bevri ram waikiTxeT

garemo Zalebis Sesaxeb. rogor ukavSirdebian isini erTmaneTs kompaniis

marketinguli strategiis meSveobiT?

■ rogor arian dakavSirebulni ZiriTadi demografiuli Zalebi

ekonomikur cvlilebebTan? ZiriTad kulturul tendenciebTan?

rogor ukavSirdeba erTmaneTs bunebrivi da teqnologiuri garemo?

daasaxeleT kompania, romelmac am kavSirTagan erT-erTi aRiara da

igi marketingul SesaZleblobad aqcia.

■ marketinguli garemo arakontrolirebadia? anu iseTia, rom kompa-

nias SeuZlia mxolod moemzados mis Sesaxvedrad da Sesabamisi rea-

gireba ganaxorcielos? garemo faqtorebis cvlaSi kompaniebs SeuZ-

liaT winmswrebi aqtivoba?

SSeerrwwyymmaakkoonncceeffcciieebbiiss

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

■❚ rreeaaggiirreebbaa mmaarrkkeettiinngguull ggaarreemmoozzee

erTxel, viRacam aseTi daskvna gamoitana: àarrsseebboobbeenn 33 ssaaxxiiss kkoommppaanniieebbii:: iissiinnii,,

vviinncc uuSSuuaalloodd aakkeeTTeebbeenn rraaRRaaccaass;; iissiinnii,, vviinncc kkeeTTeebbiiss pprroocceessss uuyyuurreebbeenn,, ddaa

iissiinnii,, vviissaacc uukkvviirrTT,, rraa xxddeebbaa..~~4488 bevri kompania marketingul garemos ganix-

ilavs, rogorc arakontrolirebad elements, romelsac unda Seeguon. isini

marketinguli garemosadmi pasiurebi arian da mis Secvlas ar cdiloben. isini

aanalizeben garemo Zalebs da qmnian strategiebs, romlebic kompanias daex-

mareba, Tavidan aicilon safrTxeebi da gamoiyenon is SesaZleblobebi, romleb-

sac garemo awvdis.

sxva tipis kompaniebi upiratesobas aniWeben ggaarreemmooss aaqqttiiuurr mmaarrTTvvaass,49 anu

rodesac firma, ubralo dakvirvebisa da reagirebis nacvlad, marketingul

garemoSi arsebul Zalebze aqtiurad zemoqmedebs. aseT kompaniebs xSirad

hyavT lobistebi aRmasrulebel xelisuflebaSi, romlebic maT interesebs

icaven. aseve cdiloben movlenebis media-gaSuqebisas sasurveli imiji Seiqmnan.

ggaarreemmooss aaqqttiiuurrii

mmaarrTTvvaa (Environmentalmanagement perspective)menejmentis midgoma,

rodesac kompania

sazogadoebaze

zegavlenis mosaxde-

nad iyenebs aqtiur

qmedebebs da zemo-

qmedebs Tavis mar-

ketingul garemoze

da ar aris am gare-

moSi ubralo damk-

virveblis rolSi,

mxolod Semdgomi

reaqciis amara.


riCard hetCi aris msoflioSi erTi

im mcirericxovan adamianTagani, ro-

melic sigiJemdea gatacebuli erT-

droulad Harley-Davidson-is motocik-letebiTa da patara Tojinebisa da

saTamaSoebis SegrovebiT. ramdenime

wlis win 210 funtze meti wonis het-

Ci SemCneul iqna Wal-Mart-is TanamS-

romelTan CxubSi – mas maRaziaSi

Sesvla aekrZala. hetCi amtkicebs,

rom mas araferi Caudenia iseTi, rac

maRaziidan mis gaZevebas gaamarT-

lebs. is ambobs, rom man maRaziis me-

nejerebs pretenzia ganucxada, rom

momsaxure personali Tveebis gan-

mavlobaSi Hot Wheels-sa da NASCAR-iskoleqciis saukeTeso saTamaSo man-

qanebs manamde yidulobdnen, sanam

isini daxlebze moxvdebodnen.

Wal-Mart-ma amas yuradRebac armiaqcia da gabrazebulma hetCma ma-

RaziaTa qsels samagiero gadauxada.

man veb-gverdebis dizaineri daiqi-

rava da Wal-Mart-is Semlaxveli veb-

gverdi Seqmna (www.wal-martsuks.com).sul ramdenime weliwadSi, erT-erTi

damkvirveblis TqmiT, am veb-gverde-

biT petCma sawadel revanSs miaRwia.

aTasobiT myidvelma mxari dauWira

mas da am veb-gverdze gawevrianda,

raTa maRaziis uxeS menejerebs da-

pirispirebodnen – isini pretenzias

acxadebdnen maRaziis gasasvlelSi

arsebul mwerebze, eskalatorebiT

sargeblobis gadasaxadebze da dro-

gamoSvebiT molareebze romantikul

odebs werdnen. hetCs, romelsac mog-

rovebuli hqonda 5000-mde BeanieBabies, aseve dava hqonda Toys “R” Us-ismaRaziasTan analogiuri pretenzie-

bis gamo, is iqidanac gaagdes. misi

reaqcia? gamoicaniT. Seiqmna meore

aseTive veb-gverdi (www.toysrussucks.com).gaugonari movlenaa? ukve aRar,

gamomdinare iqidan, rom sul ufro

meti kargad gaTviTcnobierebuli,

kargi safuZvlis mqone organiza-

ciebi, momxmarebelTa sameTvalyureo

jgufebi Tu, ubralod, gabrazebuli

momxareblebi interesdebian iseTi

veb-gverdebiT, rogoricaa ~sucks.com”,isini ki ukve Cveulebriv movlenad

iqca. erT-erTi wyaros mixedviT,

Fortune 1000-is kompaniidan naxevars

miaCnia, rom amgvari saitebi maTi biz-

nesis mimarT kritikulad aris gan-

wyobili. maT mizanSi amoRebuli

hyavdaT Zalze pativcemuli kompanie-

bi, romelTac naklebad sapatio iar-

liyebi gaaCniaT. Micro Sucks; Gapsucks;NonAmazon; Starbucked; BestBuy-sucks; The IHate McDonald’s Page; Just Do Not Do It

(Nike); America Offline; NortheWorst Air;Untied Airlines; The Most Unfriendly Skies;The Unofficial BMW Lemon Site;AllStateInsurencesucks (“Their hands in yourpockets” (`maTi xelebi Tqvens jibeeb-

Si~) da DunkinDonuts.org (es ukanaskne-li mogviTxrobs arasasiamovno am-

bebs yavaze, namcxvrebsa da funTu-

Seulze). am saitebs ufro meti serio-

zuli yuradReba esaWiroebaT marke-

tologebis mxridan da namdvili Ta-

vistkivilis gaCena SeuZliaT kompa-

niebisaTvis. im adamianebs, romelnic

kuTxeSi idgnen da 20 kacs upiris-

pirdebodnen, axla SeuZliaT aseTi

veb-gverdiT 2 milions daupiris-

pirdnen,~ _ ambobs uiliam komkoviCi.

rogori reaqcia unda hqondeT

kompaniebs aseT saitebze? namdvili

Tavsatexi aris is, Tu rogor aici-

lon Tavidan es Seteva ise, rom ise-

dac agizgizebul cecxlze navTi ar

daasxan. erT-erT Sexedulebas eTan-

xmeba TiTqmis yvela eqsperti: nu

SeecdebiT SurisZiebas. `Tavidan

aicileT nervebis aSla Tu kamaTi

imis gamo, rom viRac Tqvens Tvalwin

iseT rames akeTebs, rac ar mogwonT.

es Tavisufali qveyanaa, interneti ki,

faqtobrivad, araregulirebadia. nu

gabrazdebiT da nu ifiqrebT sisu-

leleebis gakeTebaze~.

zogierTi kompania Seecada, sasa-

marTloSi saqmis aRZvriT gaeCu-

mebina kritikosebi, magram mxolod

ramdenimem miaRwia warmatebas. maga-

liTad, McDonald’s-ma erT-erT aseT

saits ciliswamebisaTvis sasamarT-

loSi uCivla; man 16 milioni do-

lari daxarja da saqme moigo, magram

miyenebuli zaralisaTvis mxolod

94000 dolari miiRo. Wal-Mart-is ad-vokatebi hetCs iuridiuli qmedebiT

daemuqrnen, im SemTxvevaSi, Tu is Wal-Mart-is Seuracxmyofel saits ar da-

xuravda. miuxedavad amisa, hetCi win

aRudga 250-miliarddolarian saca-

lo movaWres da Wal-Mart-ma bolos

ukan daixia. rogorc Cans, kompanias

kanonieri TavSesafari aqvs mxolod

maSin, rodesac misi savaWro markis

an brendis saxeli an sxva inteleq-

tualuri sakuTrebis ukanono gamoye-

neba xdeba. arc erT WkuaTmyofel

adamians ar gauCndeba eWvi, rom Wal-Mart-i xels uwyobs an mxars uWers

iseT saits,rogoricaa Walmartsucks.com.

sxva samarTlebriv mosazrebebTan

erTad, Wal-Mart-i aseve SiSobda, romsasamarTloSi aRZruli saqme kri-

YYTTqqvveenniikkoommppaanniiaa Sucks.com

3.3

garemos marTva: saukeTeso strategia momxmareblis kritikul (zogjer si-

Zulvilis gamomxatvel) saitebTan mimarTebaSi aris nebismier Civilze pir-

dapiri pasuxi. `Tu kompania gadaWris Cems promlemas, ratom unda gavagrZelo

aseTi saitis arseboba~,''_ gamoTqvams azrs erT-erTi aseTi saitis Semqmneli.

gagrZeleba ix. gv. 104


tikuli saitebisadmi ufro met yu-

radRebas miipyrobda. industriis

analitikosi aseT komentars akeTebs:

ìsini, vinc am saitebs marTaven, sait-

zeve aqveyneben werilebs, romelTac

korporaciuli advokatebisagan iRe-

ben. aseTi werilebi cxadyofs maTi

brZolis mizans: negatiuri interesis

qveS moaqcion kompania. isini ki ase-

Ti interesis warmoSobis gamo zei-

moben.~

sasamarTloSi saqmis aRZvris

nacvlad, zogierTma kompaniam sxva

strategias mimarTa. magaliTad, didi

kompaniebis umravlesoba axla iseT

veb-gverdebs yidulobs, romelTac

Tan axlavT sityvebi `mZuls~ an

“sucks.com”. miuxedavad amisa, aseTi

saitebis dablokva, maTTvis winaaR-

mdegobis gaweva an daxurva, ZiriTa-

dad, SesaZloa ar iyos Sors gamiznu-

li. es saitebi xSirad realur momx-

marebels eyrdnoba. maSasadame, sauke-

Teso strategia iqneba am saitebis

aqtiuri monitoringi da maT Sexedu-

lebebze pozitiuri reaqcia.

zogierTi kompania msgavs saiteb-

ze gamoTqmul Sexedulebebs yurad-

RebiT usmens da veb-prezentaciebs

awyobs, raTa, Tavis mxriv, saTqmeli

Tqvan. magaliTad, Nike-s upirispir-deba, sul mcire, 8 sxvadasxva aseTi

saiti, romlebic mas, ZiriTadad, sam-

xreT-aRmosavleT aziaSi usamarTlo

SromiTi qmedebebisTvis akritikeben.

amis sapasuxod, Nike-ma Tavis indone-

ziur fabrika-qarxnebSi Caatara kvle-

va da Sedegebi sakuTar veb-gverdze

warmoadgina. (www.Nikebiz.com/social/labor).momxmarebelTa aseTi kritikuli

saitebis monitoringma SeiZleba da-

matebiTi sargebeli gamoiRos. maga-

liTad, zogierT saits SeuZlia aq-

tiurad moamaragos kompania infor-

maciiT. `saitebis umravlesoba savsea

informaciiT, ufaso marketinguli

kvleviT... aseTi saitebis daxurvis

nacvlad, kompaniebma isini unda ga-

moiyenon, rogorc uazro gabrazebi-

dan jansaRi gamosavali,~ – gvirCevs

eqsperti.

kompania E-Watch-is prezidentjeims aleqsanderis TqmiT, internet-

monitoringis momsaxurebis saukeTe-

so strategia momxmarebelTa kriti-

kul saitebTan urTerTobaSi, maT

pretenziebze pirdapiri pasuxia. `Tu

kompania Wris Cems problemas, ratom

unda davuWiro mxari veb-gverdebs,~ –

ambobs igi. magaliTisTvis aviRoT

Dunkin’ Donuts-is SemTxveva.

mas Semdeg, rac gabrazebulma

myidvelma Seqmna Dunkin’donuts.org-iskritikuli veb-gverdi, romelic Za-

lian bevr internetsaZiebelSi kom-

paniis sakuTari veb-gverdis Tavze

gamoCnda, kompania daukavSirda 25

adamians, romelTac kompanias pre-

tenziis werilebiT mimarTes da

SesTavaza kuponebi ufaso orcxo-

bilaze, donatebze: ès rom is

SemTxveva iyos, rodesac myidvelebi

aq Tavis komentarebs gvitovebdnen,

vifiqrebdiT, rom CvenTvis mniSvne-

lovani iqneboda maTTvis pasuxis

gacema,~ _ ambobs kompaniis warmo-

madgeneli jenifer rozenbergi.

axla kompania molaparakebas awar-

moebs saitis Sesyidvis Taobaze

misi damfuZneblisgan, 25 wlis

devid feltonisgan, romelic acx-

adebs, rom mzadaa, saiti gayidos,

radgan ìsini iRebdnen pretenziebs

da pasuxobdnen kidec maT~.

erTi SexedviT, arakontrolirebadi

movlenis windaxeduli SefasebiT,

Tavis garemoSi Dunkin’ Donuts-ma uar-yofiTi momenti dadebiTad Semoat-

riala. Dunkinsucks.com axla ukve Ri-

milis momgvreli saiti – smiles.com-ia.

wwyyaarrooeebbii:: Quotes and excerpts from Leslie Goff,“<YourCompanyNameHere>sucks.com,”Computerworld, July 20, 1998, pp. 57–58; Mike France,“A Site for Soreheads,” Business Week, April 12, 1999,pp. 86–90; and Wanda Goldwag, “Complaint Sites CanFocus Firms on Issues to Fix,” Marketing, September 5,2002, p. 16. Also see Oscar S. Cisneros, “Legal Tips forYour ‘Sucks’ Site,” accessed online at www.wired.com,August 14, 2000; Hilary Appelman, “I Scream, YouScream: Consumers Vent over the Net,” New YorkTimes, March 4, 2001, p. 3.13; Eric J. Sinrod, “ ‘Suck’Sites Live in the Eyes of the Courts,” November 29,2002, accessed online at www.USAToday.com; andRonald F. Lopez, “Corporate Strategies for AddressingInternet “Complaint” Sites,” accessed online atwww.constructionweblinks.com, June 2003.

isini qmnian sainformacio reklamebs (reklamebi, romlebic informaciul

xasiaTs atareben), raTa sazogadoebrivi azri Camoayalibon; sasamarTlo pro-

cesebze zewolas axdenen da saxelmwifo regulirebis mimarT pretenziebs

gamoTqvamen, raTa konkurentebs TavianTi adgili miuCinon. aformeben sakon-

traqto SeTanxmebebs, raTa TavianTi sadistribucio arxebi ukeT gaakon-

trolon.

xSirad, kompaniebs SeuZliaT ipovon pozitiuri gamosavali,raTa dasZlion

TiTqosda arakontrolirebadi garemo pirobebis SezRudvebi. magaliTad:

Cathay Pacific Airlines-ma daadgina, rom bevri mogzauri Tavs aridebda

honkongSi mgzavrobas emigraciuli formalobebis xangrZlivi proce-

sis gamo. imis nacvlad, rom eRiarebinaT, rom maT problemis gadaWra

ar SeeZloT, Cathay-is xelmZRvanelobam honkongis mTavrobas mimarTa

kiTxviT, Tu rogor aecilebina Tavidan es saemigracio gaWianureba.

xangrZlivi diskusiebis Semdeg aviaxazebi SeTanxmdnen, rom yovelwli-

urad ufro met grants gaiRebdnen, raTa meti saemigracio inspeqtori

daeqiravebinaT, magram es Zalisxmeva, pirvel rigSi, Cathay Pacific-s moem-saxureboda. lodinis periodis Semcireba gazrdida klientebis

loialobas da Cathay-s konkurentul upiratesobas amgvarad ganamt-

kicebda.50

marketingis menejments garemo Zalebis kontroli yovelTvis ar

SeuZlia. xSirad is, ubralod, garemoze Tvalyurisa da reagirebis procesSi

unda CaerTos. magaliTad,kompanias mcire warmateba eqneboda im SemTxvevaSi,Tu

Seecdeboda, gavlena moexdina mosaxleobis geografiul gadanacvlebaze,

ekonomikur garemosa Tu ZiriTad kulturul faseulobebze. magram

SesaZleblobebis SemTxvevaSi, marketingis gamWriaxi menejerebi airCeven mar-

ketinguli garemos mimarT proaqtiur da ara reaqtiur midgomas, anu winmswreb

da ara reagirebis midgomas (ix. marketingi muSaobis procesSi 3.3).


lobiT Zalasa da danaxarjebis struqtu-

raze.Ees garemo metadaa dainteresebuli mom-

xmareblisaTvis faseulobis miwodebiTa da

momxmareblis danaxarjis modelis cvlilebe-

biT. dRevandeli momxmareblebi eZeben ufro met

faseulobas Semdegi kombinaciiT – kargi

xarisxi, produqcia da momsaxureba karg fasad.

Semosavlebis ganawilebac icvleba. mdidrebi

ufro gamdidrdnen, saSualo fena Semcirda,

Raribebi mtkiced inarCuneben TavianT mdgomare-

obas da amas 2-iarusian bazramde mivyavarT.

bevri kompania axla Tavis marketingul SeTava-

zebas ori sxvadasxva bazrisaTvis qmnis – mdid-

rebisa da naklebad mdidrebisaTvis.

33.. ggaannaaccaallkkeevveeTT ZZiirriiTTaaddii tteennddeenncciieebbii ffiirrmmiiss

bbuunneebbrriivv ddaa tteeqqnnoollooggiiuurr ggaarreemmooSSii..

bunebrivi garemo gviCvenebs sam ZiriTad tenden-

cias: nedleulis mzard naklebobas, dabinZure-

bis maRal maCvenebelsa da bunebrivi resursebis

marTvaSi mTavrobis Carevas. teqnologiur

garemoSi marketologma yuradReba unda gaa-

maxvilos oTx mTavar tendenciaze: teqnolo-

giuri cvlis swraf tempze, samecniero-kvleviTi

samuSaoebis maRal biujetebze, kompaniebis mier

aramasobrivi produqtebis gaumjobesebaze da

mTavrobis mxridan gazrdili regulirebaze.

kompaniebi,romlebic teqnologiuri cvlilebebs

mxars ar aubamen, axali produqciisa da mar-

ketinguli SesaZleblobebis miRma aRmoCndebian.

44.. aaxxsseenniiTT ZZiirriiTTaaddii ccvvlliilleebbeebbii ppoolliittiikkuurr

ddaa kkuullttuurruull ggaarreemmooSSii..

politikuri garemo Sedgeba kanonebis, saagen-

toebisa da jgufebisagan, romlebic gavlenas

axdenen an zRudaven marketingul qmedebebs.

politikurma garemom ganicada sami cvlileba,

romlebic msoflio marketingze zemoqmedebs:

biznesis mzardi regulireba kanonmdeblobis

saSualebiT, mTavrobis Zlieri zegavlena, gaz-

rdili yuradReba eTikur da socialurad pasu-

xismgebel qmedebebze. kulturuli garemo war-

moadgens institutebsa da sxva garemo

faqtorebs, romlebic gavlenas axdenen sazoga-

doebis ZiriTad Rirebulebebze, Sexedulebebsa

da qcevaze.

55.. ggaanniixxiilleeTT,, rrooggoorr rreeaaggiirreebbeenn kkoommppaanniieebbii

mmaarrkkeettiinngguull ggaarreemmoozzee..

kompaniebs SeuZliaT miiRon marketinguli

garemo, rogorc arakontrolirebadi elementi,

romelsac unda Seeguon. an maT SeuZliaT upi-

ratesoba mianoWon garemos marTvis perspeqti-

vas, warmatebiT imuSaon, raTa Secvalon garemo

da ara imisaTvis, rom masze, ubralod, reagireba

moaxdinon. SesaZleblobebisda mixedviT, kom-

paniebi unda Seecadon, iyvnen proaqtiurebi (win-

mswrebebi) vidre reaqtiulebi (pasiurebi, anu

Semdgar movlenebze reagirebis mimdevrebi).

am da Semdgom or TavSi Tqven

gaecnobiT marketingis garemos da

imas, Tu rogor afaseben kompaniebi

mas, raTa bazarze arsebuli SesaZleb-

lobebi aRmoaCinon da efeqturi mar-

ketinguli starategiebi Seqmnan. kompaniebma

mudmivad unda akontrolon da moergon mar-

ketingul garemos,raTa moiZion SesaZleblobebi

da safrTxisgan Tavi daicvan. marketinguli

garemo moicavs yvela moqmed pirsa da Zalas,

romlebic gavlenas axdenen kompaniis SesaZleb-

lobaze, biznesi efeqturad awarmoon miznobriv

bazarTan erTad.

11.. aaRRwweerreeTT ggaarreemmooss ZZaalleebbii,, rroommlleebbiicc ggaavvlleennaass

aaxxddeenneenn kkoommppaanniiiiss uunnaarrzzee,, eemmssaaxxuurroonn TTaavviiaannTT

mmyyiiddvveelleebbss..

kompaniis mikrogaremo Sedgeba im erTeulebi-

sagan, romlebic erTiandebian faseulobaTa

miwodebis qselSi im mizniT, rom saukeTesod

moemsaxuron momxmarebels. mikrogaremo moicavs

kompaniis Sida garemos _ kompaniis departa-

mentebsa da menejmentis doneebs – radgan is

marketinguli gadawyvetilebis miRebaze gavle-

nas axdenen. aseve sadistribucio arxis kom-

paniebs – mimwodeblebi da marketinguli Suamav-

lebi, maT Soris gadamyidvelebi, fizikuri

distribuciis firmebi, marketinguli momsaxure-

bis saagentoebi da finansuri Suamavlebi, rom-

lebic TanamSromloben myidvelTa faseulobis

Sesaqmnelad. myidvelTa bazrebis 5 tipi moicavs:

samomxmareblo, biznes, gadamyidvelebis, samTav-

robo struqturebisa da saerTaSoriso bazrebs.

konkurentebi konkurencias uweven kompanias

myidvelTa ukeT momsaxurebaSi. sabolood,

sazogadoebis sxvadasxva warmomadgenels aqvs

aqtiuri Tu potenciuri daintereseba an zegav-

lena kompaniis unarze, Tavisi miznebi ganaxorcie-

los.

makrogaremo Sedgeba SedarebiT didi so-

cioeTikuri Zalebisagan, romlebic mTel

mikrogaremoze axdenen gavlenas. 6 Zala, romle-

bic kompaniis makrogaremos Seadgenen, moicavs:

demografiul, ekonomikur, bunebriv, teqnolo-

giur, politikur da kulturul Zalebs. es Zale-

bi kompaniebisaTvis qmnian rogorc SesaZleb-

lobebs, aseve warmoSoben garkveul safrTxeebsac.

22.. aaxxsseenniiTT,, rrooggoorr ggaavvlleennaass aaxxddeennss ddeemmooggrraa--

ffiiuullii ddaa eekkoonnoommiikkuurrii ggaarreemmoo mmaarrkkeettiinngguull

ggaaddaawwyyvveettiilleebbeebbzzee..

demografia aris mosaxleobis maxasiaTeblebis

Seswavla. dRevandeli demografiuli garemo

gviCvenebs mosaxleobis asakobrivi struqturis

cvlilebas, cvalebadi ojaxis Semadgenlobas,

mosaxleobis geografiul gadanacvlebas, ukeTe-

sad ganaTlebul mosaxleobis matebas da mzard

mravalferovnebas. ekonomikuri garemo Sedgeba

faqtorebisagan, romlebic zemoqmedeben msyidve-

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

bbeeiibbii--bbuummeerreebbii Baby boomersbbuunneebbrriivvii ggaarreemmoo Natural environmentggaarreemmooss aaqqttiiuurrii mmaarrTTvvaa Environmental management

perspective ddeemmooggrraaffiiaa Demographyeennggeelliiss kkaannoonnii Engel's laweekkoonnoommiikkuurrii ggaarreemmoo Economic environmentTTaaoobbaa XX Generation XTTaaoobbaa Y Generation Y

kkuullttuurruullii ggaarreemmoo Cultural environment

mmaarrkkeettiinngguullii ggaarreemmoo Marketing environment

mmaarrkkeettiinngguullii SSuuaammaavvlleebbii Marketing intermediaries

mmaakkrrooggaarreemmoo Macroenvironment

mmiikkrrooggaarreemmoo Microenvironment

ppoolliittiikkuurrii ggaarreemmoo Political environment

ssaazzooggaaddooeebbaa Public

tteeqqnnoollooggiiuurrii ggaarreemmoo Technological environment

ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11.. mikrogaremoSi Sedis sxvadasxva

saxis sazogadoeba, romlebic dain-

teresebulni arian kompaniiT an mis

operaciebze axdenen zegavlenas. ganixileT,

rogor SeiZleba am sazogadoebaTa miznebi er-

TmaneTs daupirispirdnen. rogori gavlena eqne-

baT kompaniis Sesabamisi sazogadoebebis urTi-

erTsawinaaRmdego miznebs mis strategiaze?

22.. amerikuli ojaxis cvalebadi struqtura

gansazRvrul iqna, rogorc mniSvnelovani demog-

rafiuli Zala, romelic kompaniisaTvis qmnis

SesaZleblobebsa da safrTxes. ganixileT, ro-

gor Seicvleba erTi Cveulebrivi sasursaTo

maRaziis strategia, im SemTxvevaSi, Tu is yvela

CamoTvlil segmentze gava: daqorwinebuli

wyvilebi bavSvebiT, martoxela mSoblebi da

calke mcxovrebi mozardebi.

33.. faseulobis marketingi niSnavs produqtis

xarisxisa da kargi momsaxurebis SeZenas karg

fasad. SearCieT industria da masSi ori

konkurenti kompania: erTi, romelic faseulobis

marketingSia Zlieri, meore ki _ piriqiT. faseu-

lobis marketingSi cudad gaTvicnobierebuli

kompaniis SemTxvevaSi, ganixileT, ra

ganapirobebs momxmareblis mier am kompaniis

produqtis yidvas? ra saWiroebas pasuxobs ukeT

aseTi kompania, im firmisgan gansxvavebiT, rome-

lic faseulobis marketings misdevs?

44.. 2002 wels miRebulma sarbanes-oqslis aqtma,

sxva sakiTxebTan erTad, maRali donis korpo-

raciuli aRmasruleblebi piradad angariSval-

debulni gaxada TavianTi kompaniebis Semosav-

lebze ganacxadebis sizusteSi. mosTxova

sazogadoebriv kompaniebs, rom maT TavianTi

finansuri makontrolirebeli sistemebi gaaum-

jobeson da sabWos zogierTi wevri kompaniis

garedan moiwvion. ra gavlena SeiZleba moaxdi-

nos am kanonmdeblobam biznesoperaciebze?

55.. garemos aqtiuri marTva upiratesobas aniWebs

proaqtiur/winmswreb da ara reaqtiur/reagire-

biT midgomas. gansazRvreT kompania, romelic,

Tqveni azriT, am midgomas iyenebs. ra specifikur

qmedebebs axorcieleben isini, raTa TavianT ga-

remoze zegavlena proaqtiurad/winswrebiT

moaxdinon?

66.. marketingis marTvis procesSi ra roli akis-

ria analizs, dagegmvas, ganxorcielebasa da kon-

trols? rogor xdeba TiToeuli marketinguli

funqciis erTmaneTTan dakavSireba?

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. saganmanaTleblo institutis SemTxvevaSi, misi

studentebis raodenoba, xarisxi da maxasiaTeb-

lebi Zlier arian damokidebulni ZiriTadi

mosaxleobis raodenobasa da misi struqturis

cvlilebaze. ganixileT,rogor zegavlenas moax-

denda Tqvens skolaze Semdegi tendenciebi:

mosaxleobis asakobrivi maxasiaTeblebi, mzardi

populacia, cvlilebebi ojaxis struqturaSi,

mosaxleobis geografiuli gadanacvleba, kvali-

ficirebuli samuSaos mqone muSaxeli da mzardi

eTnikuri Tu kulturuli mravalferovneba.

uaryofiTi zegavlenis mqone tendenciebis piro-

bebSi, romel strategias miscemdiT rekomenda-

cias?

22.. es Tavi amtkicebs, rom sazogadoebis ZiriTadi

kulturuli faseulobebi ganisazRvreba indi-

videbis SexedulebebiT sakuTar Tavsa da sxve-

bze, aseve, maTi SexedulebebiT organizaciebze,

sazogadoebaze, bunebasa da samyaroze. SeqmeniT

studentTa 4-5-kaciani jgufebi, romelTagan

TiToeuli yuradRebas gaamaxvilebs am eqvsi

Sexedulebidan erT-erTze. aRniSneT cvlileba,

romelic ganxiluli iyo teqstSi, gansazRvreT

kompania, romelmac sargebeli naxa am cvlile-

bidan da kompania, romelmac, piriqiT, am mizeziT

kraxi ganicada. im organizaciebma, romlebsac am

iimmooggzzaauurreeTT


cvlilebebiT ar usargebliaT,ra unda gaakeTon,

raTa am tendencias ukeT Seeguon?

33.. federaluri vaWrobis komisia akeTebs Sefa-

sebas, rom 2004 wlis ivlisisaTvis, erovnuli

masStabiT, satelefono gamokiTxvebis (telemar-

ketingis) sawinaaRmdego e.w. ,,ar darekoT’’ mom-

saxurebaSi registrirebulia 60 milionze meti

satelefono nomeri. amis sapasuxod, telemar-

ketingis vaWrobis asociaciam federalur sasa-

marTloSi gaaprotesta momxmareblis telemar-

ketingis zaris dablokvis momsaxurebis lega-

luroba. aRwereT is qmedebebi, romlebic unda

gatarebuliyo im SemTxvevaSi,Tu telegayidvebis

industria am sakiTxis mimarT garemos marTvis

proaqtiur (winmswreb) qmedebebs gamoiyenebda.

ras fiqrobT momxmareblis konfidencialobaze?

tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

myidvelTa erTguleba onlain samog-

zauro saagentoebis mimarT dabalia.

myidveli saSualod sami sxvadasxva

samogzauro saagentos veb-gverds

amowmebs aviaxazebis, sastumroebisa Tu gasaqi-

ravebeli manqanebis saukeTeso fasebis aRmosa-

Cenad. dRes aSS-Si mogzaurobis dagegmvis 15%

internetiT xorcieldeba, xolo aviabileTebis

naxevari aseTi meTodiT iyideba. el-mogzauro-

bis sami kompania _ Expedia (bazris 36%), Travelocity(24%), da Orbitz-i (13%) _ el_mogzaurobis gayidve-

bis umravlesobas moicavs. manam sanam momxmare-

blebi saukeTeso saqmian urTierTobebze iyvnen

koncentrirebulni, eleqtronuli mogzaurobis

bevri kompania investiciebs axal teqnologieb-

Si debda, romlebic maT saSualebas miscemda,

momavalSi sxvebisgan gansxvavebuli yofiliyv-

nen:

11.. Tqveni azriT, mikrogaremos romel Zalebs eq-

nebaT yvelaze pozitiuri da yvelaze negatiuri

gavlena el-mogzaurobis kompaniebze? ratom?

22.. ganixileT, rogor unda ireagiron el-mogzau-

robis am kompaniebma negatiur zegavlenaze?

33.. Tqveni azriT,ra ganapirobebs el-mogzaurobis

industriis momavals?

44.. Tqveni azriT, romelia yvelaze mniSvnelovani

garemo problema, roemlic momdevno 5 wlis gan-

mavlobaSi el-mogzaurobis industrias moelis?

ramdenjer SeiZineT Tqven an Tqvenma

mSoblebma axali kompiuteri bolo 5

wlis ganmavlobaSi? gamomdinare iqi-

dan, rom kompiuterebs sul ufro

mZlavri SesaZleblobebi gaaCniaT,

kompiuteruli mowyobilobebis regularuli

ganaxleba Cveulebriv movlenad iqca. xom ar

dainteresebulxarT, sad midis Zveli kompiu-

terebi da monitorebi? iqneb, saxlis romelime

kuTxeSi an sulac avtofarexSia dawyo-bili?

nedleulis Semcirebam, garemos dabinZurebis

zrdam da globaluri daTbobis problemebma

bolo ramdenime wlis ganmavlobaSi didi dain-

tereseba gamoiwvia. maSin rodesac bevri kompa-

nia garemos dabinZurebaSi daadanaSaules,

zogierTma maTganma garemosadmi sazogadoebis

damokidebuleba gamoiyena, raTa konkurentebis-

gan sakuTari Tavi ganesxvavebina. erT-erTi

aseTi kompaniaa Dell Computer-i, romelmac

gadamuSavebis programas Cauyara safuZveli,

romelic kompiuterebs, monitorebs, klavia-

turebsa da Tagvebs moicavs, yvela sagans, rom-

lebic SesaZloa mTel saxlSi iyos mimofan-

tuli.

rogor muSaobs es programa? 50 funtis

wonaSi 15 dolars ixdiT da Dell-is Tanam-

Sromels Tqveni kompiuterebi da monitorebi

miaqvs. Tu wona 50-100 funts Soris meryeobs,

myidvelis xarji 30 dolars Seadgens. Dell Sem-

deg Zvel kompiuterul mowyobilobebs gadaamu-

Savebs an ganaaxlebs da xelaxla gayidis, riTac

gamousadegari, arasaWiro nawilebidan dReis-

Tvis saWiro kompiuterul mowyobilobebs qmnis.

11.. vivaraudoT, rom fasi, romelsac Zveli kompiu-

teruli danadgaris mflobeli ixdis, Dell-ismier gadamuSavebis xarjs ar faravs. ra sarge-

beli unda naxos Dell-ma, Tu is danaxarjis toli

iqneba?

22.. ra qmedebebi unda gaataros mTavrobam, Zveli

kompiuteruli danadgarebis gadamuSavebis qme-

debebs stimuli rom misces? rogor SeiZleba

gavaigivoT Dell-is gadamuSavebis mcdeloba gare-

mos aqtiuri marTvis perspeqtivasTan?

33.. daexmareba Tu ara Dell-is kompiuteruli

gadamuSavebis programa mas, rogorc kompanias?

rogori zegavlena eqneba zemoT aRweril

gadamamuSavebel programas Tqvens gadawyveti-

lebaze, kompiuteri aseTi kompaniisgan iyidoT?

eeTTiikkiiss ssaammyyaarrooSSii


Nike-is biznessituacia moTavse-

bulia wignis bolos, danarT 1-Si.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa

ssiittuuaacciiaa

fondi konstanta,

romelic saqarTvelos bazarze

mikrofinansirebas axorcielebda, mu-Saobis sami

wlis manZilze, kerZod, 2003-2006 wlebSi SeZlo

mniSvnelovnad gaefarToebina Tavisi samoqmedo

areali. organizaciam 2006 wels 160%-ze meti

zrda ganicada, xolo misi fi-lialebis qseli

sagrZnoblad gafarTovda. igi warmoadgenda

liders mikrosafinanso organi-zaciebs Soris

da mikro da mcire bizneseb-isaTvis 50, 000

laramde odenobis sesxebs gas-cemda.

2006 wlis 18 ivliss saqarTveloSi ZalaSi

Sevida kanoni mikrosafinanso organizaciebis

Sesaxeb, romlis mixedviTac mikrodafinansebiT

dakavebuli iuridiuli piris statusi ganisazR-

vra SezRuduli pasuxismgeblobis sawarmod an

saaqcio sazogadoebad. zemoaRniSnuli kanonis

ZalaSi Sesvlis dRidan mikrosafinanso organi-

zacias moeTxova daregistrireba saqarTvelos

erovnul bankSi,xolo maTi zedamxedveloba dae-

kisra erovnul banks. kanonis mixedviT mikrosa-

finanso organizacias aekrZala nebismieri saxis

depozitebis miReba. sasesxo Tanxa ganisazRvra

maqsimum 50 aTas laramde. mikrosafinanso orga-

nizacias mieca aseve Semdegi saqmianobebis uf-

leba: mikrolizingi, faqtoringi, valutis gadac-

vla,Tamasuqebisa da obligaciebis gamoSveba (ix.

danarTi 1). kanonis mixedviT ukve arsebul

mikrosafinanso organizaciebs miecaT 18 Tve

kanonis moTxovnebis dasakmayofileblad.

fonds misi sakmaod Zlieri poziciebi

mikrosafinanso bazarze kvlavac intensiuri

zrdis saSualebas aZlevda, Tumca mis winaSe

seriozuli amocana idga: darCena mikrosafi-

nanso organizaciad, Tu sabanko institutad

Camoyalibeba. zustad es sakiTxi gaxda direq-

torTa sabWos Sexvedris sababi fondis saTao

ofisis Sexvedrebis darbazSi.

darbazSi fondis aRmasrulebeli direqtori

levan lebaniZe Semovida, miesalma TavSeyril

sazogadoebas, daikava misTvis gankuTvnili adg-

ili da Sexvedra daiwyo...

ffoonnddii kkoonnssttaannttaa

fondi konstanta 1997 wels daarsda. misi iuri-

diuli statusi 10 wlis ganmavlobaSi fondi

gaxldaT. mas ar hyolia formaluri damfuZ-

neblebi da Sesabamisad, organizaciis statusi-

dan gamomdinare, fondis mogeba mTlianad rein-

vestirdeboda fondis misiis Sesasruleblad.

wlebis manZilze konstantas donorobas uwevd-

nen iseTi saerTaSoriso organizaciebi rogore-

bicaa: amerikis mTavrobis saerTaSoriso gan-

viTarebis saagento (USAID), gadavarCinoT

bavSvebi (SAVE THE CHILDREN), britiS petroli-

umi (BP), gaeros ltolvilTa umaRlesi komis-

ariati ((UNHCR)),, RaribTa daxmarebis sakonsul-

tacio jgufi (CGAP), Sorbankis sakonsultacio

samsaxuri (SHOREBANK ADVISORY SERVICES), qea

(CARE), mersiqori (MERCY CORPS) da qemoniqs

saqarTvelo (Chemonics Georgia). konstantas misia

iyo xelmisawvdomi, maRalxarisxiani mikrosafi-

nanso momsaxurebis uzrunvelyofa. konstantas

Rirebulebebia momxmarebeli, TanamSromeli, gam-

Wvirvaloba, gunduri muSaoba da profesional-

izmi.

am xnis ganmavlobaSi konstanta dinamiurad

viTardeboda. 1999 wels igi gadadis qselur

momsaxurebaze da xsnis filials Tbilisis

isani-samgoris raionSi. amave wlidan organiza-

ciis strategiaSi xdeba axali mimarTulebis

Camoyalibeba, romlis mixedviTac fondi kon-

stanta iwyebs saqarTvelos regionebis bazrebze

gasvlas. 2000 wlis agvistoSi konstanta xsnis

pirvel regionalur filials qalaq baTumSi,

qqaarrTTuullii bbiizznneessssiittuuaacciiaa

ffoonnddii kkoonnssttaannttaa mmiikkrroossaaffiinnaannssoo iinndduussttrriiaaSSii

wwaarrmmaatteebbuullaadd iimmkkvviiddrreebbss mmoowwiinnaavvee ppoozziicciieebbss


romelic swrafad viTardeba da iZens popula-

robas aWaris regionSi.

2002-2003 wlebi iqca fondis momsaxurebis

arealis intensiuri gafarToebis wlebad. ixs-

neba filialebi zestafonSi, rusTavSi, axalci-

xeSi, quTaisSi, gurjanSi, wnorSi, foTSi da

xaSurSi. 2006 wlisaTvis kompanias ukve 18 fi-

liali aqvs saqarTvelos yvela regionSi (ix.

danarTi 2). TbilisSi ukve 4 filialia: ZiriTadi,

isnis, gldanisa da varkeTilis. Tumca, konstanta

filialebis kidev ufro gafarToebas gegmavs.

2006 wels konstantam sagrZnoblad gazarda

moziduli komerciuli saxsrebi: miiRo sesxebi

adgilobrivi da saerTaSoriso bankebidan da

sainvesticio kompaniebidan (EBRD, Deutche Bank,Triodos Bank, Oikocredit, MicroVest da sxva). yovelive

amis Sedegad organizaciam mniSvnelovnad gaaaq-

tiura operaciebi da gazarda sasesxo port-

felis moculoba. amave dros ufro mravalfe-

rovani gaxda sakredito produqtebis portfeli,

daixvewa infrastruqtura da mniSvnelovani

yuradReba daeTmo momsaxurebis xarisxis gaum-

jobesebas. 2006 wlis bolos konstanta emsa-

xureboda 20000-ze met aqtiur klients, xolo

mTliani sasesxo portfelis moculoba 35000000

larze meti iyo. amave wels konstantas ukve 18

filiali aqvs mTeli saqarTvelos masStabiT.

ggaarreemmoo

2003-2006 wlebSi sabanko safinanso industria

saqarTveloSi dinamiurad viTardeba. bazari

swrafi tempebiT izrdeba da konkurenciac

mZafria. saqarTvelos sabanko seqtorSi ganxor-

cielda mniSvnelovani ucxouri komerciuli

investiciebi: gaCnda iseTi axali seriozuli

moTamaSeebi, rogoricaa sosiete Jenerali,

vneStorgbanki, silq roud banki da sxva. 2006

wels sabanko bazari daaxloebiT 70%-iT

gaizarda. ganviTarebis stadiaSi myof bazarze

sabanko institutebi mTeli ZaliT ibrZodnen

mniSvnelovani bazris wilis mosapoveblad.

gansakuTrebiT gaizarda interesi sacalo

bankingis mimarT. ekonomikis ganviTarebasTan

erTad gaCnda garkveuli fuladi masa, xolo

finansebTan xelmisawvdomoba SedarebiT gaad-

vilda. erTi mxriv msxvili biznesis bazris Sez-

Rudulobam, xolo meore mxriv mcire biznesis

mniSvnelovanma zrdam gamoiwvia safinanso in-

stitutebis interesi am seqtorze gasvlisa. 90-

iani wlebis bolos, sabWoTa kavSiris daSlis

Semdgom ekonomikurma daRmasvlam, sawarmoebis

gaCerebam da umuSevrobis zrdam mosaxleobis

did nawils aiZula TviTgadarCenisaTvis saku-

Tari mcire biznesiT dakavebuliyo. Sedegad

warmoiqmna mikrobiznesiT da TviTdasaqmebuli

adamianebis garkveuli fena, romlis umetesi

nawili vaWrobiT iyo dakavebuli. maTTvis mikro

da mcire sesxebi iyo erTaderTi saSualeba

biznesis gafarToebisaTvis. am xnis ganmavlo-

baSi, am fenam miiRo garkveuli gamocdileba

sabazro ekonomikis pirobebSi biznesis war-

moebisa, SedarebiT daixvewa safinanso insti-

tutebTan urTierTobis kultura da sesxis

mimarT damokidebuleba. gaCnda moTxovna sxva-

dasxva sabanko produqtebze. 2004 wlis Semdgom,

garkveuli reformebis gatarebam mcire biznesi-

saTvis barierebis Semcirebis kuTxiT, rogori-

caa nebarTvebisa da licenzirebis didi nawi-

lis gauqmeba, qonebis registraciis gamartiveba

da sxva, es seqtori mniSvnelovnad gaafarTova.

msoflio bankis monacemebis mixedviT1, 2005-2006

wlebSi saqarTveloSi mcire biznesi 55%-iT

gaizarda. aRsaniSnavia, rom 2006 wels mTliani

mikrosafinanso bazris zrda 100%-ze meti iyo.

kkoonnssttaannttaass pprroodduuqqtteebbii

konstanta gascems jgufur da individualur

sesxebs. jgufuri sesxis maqsimaluri Tanxaa 5

aTasi lari. jgufuri sesxi gaicema mewarmeTa

jgufze giraos gareSe da Tanxis dabrunebis

garantias warmoadgens jgufis yvela wevris

solidaruli pasuxismgebloba. jgufi unda

Sedgebodes minimum 2 – maqsimum 8 wevrisgan,

romlebic kargad icnoben da endobian erTma-

neTs.

individualuri sesxi gaicema rogorc urba-

nul, aseve sasoflo seqtorSi vaWrobis, mom-

saxurebis da warmoebis (maT Soris sasoflo-sa-

meurneo produqciis) dasafinanseblad. aRsaniSnavia

jgufuri da individualuri sezonuri sesxebi

turistuli biznesisaTvis. konstantas aqvs

eqspres sesxebi, standartuli mikro sesxebi da

mcire sesxebi.

informaciisaTvis ix. cxrili 1.

sesxis miznobrioba moicavs sabrunavi saSuale-

bebis gazrdas, ZiriTadi saSualebebis Sesyid-

va/SekeTebas, sawarmoo farTis saremonto samu-

Saoebis dafinansebas,infrastruqturis ganviTarebas,

saqmianobis gafarToeba/diversificirebas, samom-

xmareblo miznebs biznesidan miRebuli Semosav-

lebis uzrunvelyofiT.

mmoommxxmmaarreebbeellTTaa sseeggmmeenntteebbii::

sasesxo produqtebis mixedviT momxmarebelTa

Semdegi segmentebi ikveTeba:

■ jgufuri sesxebis momxmarebelia ZiriTadad

bazrebis, bazrobebis da jixurebis movaWreebi,

saqonlis gadamzidavebi, distributorebi da

sxva. es aris segmenti uaRresad SezRuduli

resursebiT. gamoirCeva dabali gaTviTcnobie-

rebulobiT sabanko produqtebisa da pirobe-

bis mimarT. isini usafrTxod grZnoben Tavs

sakuTari saqmianobis/soc. mdgomareobis

1 World Bank/IFC report "Doing Business in 2007"


jgufSi da ar iltvian misgan gamoRwevi-

saTvis. ZiriTadad Sedgeba 45-60 wlis mosax-

leobisagan, konfliqturi zonidan ltolvi-

lebisagan. ZiriTadi nawili daojaxebulia.

■ individualuri sesxebis momxmarebelia mcire

biznesiT dakavebuli segmenti (maRaziebisa da

mcire sawarmoebis (kafe-bari, saparikmaxero,

warmoeba da a.S.) mepatroneebi, konservatuli

rwmenebiTa da damokidebulebiT. ZiriTadad

dakavebuli vaWrobiT. SedarebiT gaTviTcno-

bierebuli sabanko sferoSi, Tumca konservat-

ulobis gamo SedarebiT loialuri sabanko

institutis mimarT. individualuri sesxis

segmentis asaki ufro ganfenilia, 35-dan 60-mde,

misi resursebi ufro metia, vidre jgufuris

segmentisa, Tumca aseve SezRuduli, da

ZiriTadad daojaxebulebisagan Sedgeba.

ssaassoofflloo--ssaammeeuurrnneeoo sseessxxiiss momxmarebelia xal-

xi, romlebic dasaqmebuli arian mesaqonleobiT,

mefrinveleobiT, sasoflo-sameurneo produqte-

bis gadamuSavebiT, miwaTmoqmedebiT, mefutk-

reobiT da a.S.

sseezzoonnuurrii ttuurriissttuullii sseessxxeebbiiss momxmarebelia

ZiriTadad sakurorto zonis macxovreblebi

(aWara, borjomis xeoba), romlebic sezonisTvis

emzadebian. eseni arian kerZo sastumroebis, bare-

bis,restornebisa da Sesabamisi dawesebulebebis

mepatroneebi.

CCaannaarrTTii

marina n. konstantas msesxebeli:

`2000 wlidan konstantas msesxebeli var. 20

wlis manZilze qarTuli enisa da

literaturis maswavlebeli viyavi. dro rom

airia, Tavis sarCenad vaWroba daviwye.

Tavidan sxvisi saqonliT vvaWrobdi da

Semosavalic cota mqonda. amitom, dazogva

daviwye da davagrove Tu ara mcireodeni

Tanxa, Tavad Semovitane saqoneli, magram

Tanxebi ar myofnida sakmarisi raodenobis

sabrunavi saSualebebis SesaZenad.

konstantasagan pirvelad 200 lari visesxe.

axla ukve 4000 lari maqvs aRebuli. Cemi

saqmianobac farTovdeba. me da Cemma meuRlem

patara saxlic SeviZineT da Svilebsac

Sesaferisi ganaTleba miveciT~.

mmoommxxmmaarreebbeellTTaa qqcceevvaa

safinanso institutTan urTierTobisaTvis ga-

damwyveti mniSvneloba eniWeba iseT faqtorebs,

rogoric aris sesxis aRebis proceduris

simartive da gadawyveti-lebis miRebis siswrafe.

klientebisaTvis prioritetuli saprocento

ganakveTicaa, Tumca gadawyvetilebis miRebisas

es faqtori naklebad gadamwyvetia, gamomdinare

iqidan, rom bazarze arsebuli saprocento

ganakveTebi TiTqmis identuria. aranakleb

mniSvnelovania momxmareb-lis interesebis

dakmayofileba, rac gulisxmobs zustad

moTxovnili Tanxis gacemis SesaZleb-lobas da

uzrunvelyofis (giraos) moTxovnis morgebas

msesxeblis SesaZleblobebze. rogorc sxva

momsaxurebis dargebSi, safinanso seqtor-zec

gadamwyveti mniSvneloba aqvs klientTan

urTierTobis xarisxs. am SemTxvevaSi xSirad

organizaciis wina xazze momuSave adamianebzea

damokidebuli momxmareblis loialoba safinan-

so institutis mimarT. amitom, momxmareb-

lisaTvis xSir SemTxvevaSi safinanso instituti

asocirdeba im konkretul personalTan da misi

momsaxurebis xarisxTan, romelsac klientTan

intensiuri urTierToba aqvs. konstantas mimarT

damokidebuleba mocemulia diagrama 1-Si.

miuxedavad saerTo dadebiTi damokidebule-

bisa, konstanta pozicionirebulia, rogorc

mikro sesxebiT dakavebuli organizacia,

romelsac SedarebiT msxvili TanxebisaTvis

naklebad mimarTaven.

kkoonnkkuurreenntteebbii

saqarTvelos sabanko-safinanso industriaSi

fond konstantas gaaCnia rogorc pirdapiri,

aseve arapirdapiri konkurentebi.

ppiirrddaappiirrii kkoonnkkuurreenntteebbii

pirdapir konkurentebad ganixilebian mikrosa-

finanso organizaciebi finka, kredo, kristali

da bankebi, romlebic gascemen mikrosesxbs –

prokrediti da saqarTvelos banki da sxva anu

e.w. meore donis konkurentebi (ix. qvemoT).

ssaasseessxxoo TTaannxxaa ssaasseessxxoo vvaaddaa uuzzrruunnvveellyyooffaa

eeqqsspprreess sseessxxii 1000-dan10000 laramde 18 Tvemde giraos gareSe TavdebobiT

500-dan 6000 aSS dolaramde 36 Tvemde

ssttaannddaarrttuullii 2500-dan 10000 laramde 18 Tvemde ipoTeka, avtotransporti, Zvirfasi

mmiikkrroosseessxxii liTonebi


mmcciirree sseessxxii 10001-dan 50000 laramde 18 Tvemde ipoTeka, avtotransporti, Zvirfasi

liTonebi


ccxxrriillii 11


ffiinnkkaa (www.finca.ge) dafuZnda 1999 wels.

damfuZnebeli Finca Internationalddoonnoorreebbii:: USAID, USDA. finka 2006 wels flobda

mikrosafinanso institutebis bazris

daaxloebiT 38% da mTliani mikrosafinanso

bazris 6%-s.

pprroodduuqqtteebbii:: jgufuri,individualuri da eqspres

sesxebi

jjgguuffuurrii sseessxxeebbii:: jgufi unda Sedgebodes 3-15

adamianisagan. sasesxo Tanxa meryeobs 200-dan

4,000 laramde wliuri 24-36%-is farglebSi.

iinnddiivviidduuaalluurrii sseessxxeebbii (gascemen aSS dolarSi):

1,000-dan 20,000 aSS dolaramde.

eeqqsspprreess sseessxxeebbii (aSS dolarSi): 100-dan 2000 aSS

dolaramde.

finka konstantas yvelaze uaxloesi konkuren-

tia jgufuri sasesxo produqtis TvalsazrisiT.

igi saqmianobas 1998 wlidan axorcielebs AID-s

dafinansebiT. finkas 2005 wels hqonda bazris

yvelaze didi wili. aqvs mikrodakreditebis

didi gamocdileba da Sesabamisi teqnikuri dax-

marebis miRebis saSualeba.

kkrreeddoo (www.credo.ge) dafuZnda 2005 wlis

ianvarSi; damfuZnebeli Vision Fund International;donorebi: World Vision, Chemonics.pprroodduuqqtteebbii:: jgufuri da individualuri sesxebi

jjgguuffuurrii sseessxxeebbii (gascems aSS dolarSi): jgufi

unda Sedgebodes 4-7 adamianisagan. sasesxo

Tanxa meryeobs 400-dan 600 aSS dolaramde.

iinnddiivviidduuaalluurrii sseessxxeebbii (aSS dolarSi): 100-dan

30,000 aSS dolaramde, wliuri 18-36%-s

farglebSi.

kredo iyo mikrosafinanso organizaciaTagan

pirveli, romelmac gasca individualuri sesxi.

ffoonnddii kkrriissttaallii (yofili World Vision EnterpriseDevelopment Program) (www.crystal.ge) dafuZnda 1998

wlis agvistos, rogorc humanitaruli

organizacia `centri afxazeTi~, romelic sxva

daxmarebebTan erTad gascemda mikro sesxebs,

xolo 2004 wels gaxda fondi kristali.

damfuZnebeli `centri afxazeTi~. donorebi:

USAID, UNHCR, SV- holandiuri ltolvilTa

fondi.

pprroodduuqqtteebbii:: individualuri sesxebi

fondi funqcionirebs 2003 wlidan da faravs

mxolod regionebs: foTs, senaks da quTaiss.

bazris wilobrivi gadanawileba mikrosafinanso

institutebs Soris 2006 wlis miaxloebiTi

monacemebiT mocemulia diagrama 2-ze.

mmeeoorree ddoonniiss kkoonnkkuurreenntteebbii:

pprrookkrreeddiitt bbaannkkii (www.procredit.ge). prokreditbanki mikrodakreditebaSi umsxvilesi bankia. igi

prokredit grup-is wevria, romelsac aRmosav-

leT evropaSi 18 wevri banki hyavs. prokredit

banks aqvs eqspres sesxebi, mikro sesxebi da

mcire sesxebi. saerTaSoriso gamoc-dileba

ganviTarebad bazrebze prokredits saSualebas

aZlevs saqarTveloSi damatebiTi resursebis

daxarjvis gareSe danergos Tavisi produqtebi.

ssaaqqaarrTTvveellooss bbaannkkii (www.bog.ge). saqarTvelos

bankis strategiuli mimarTuleba sacalo ban-

kingia, rac konstantas seriozul konkurencias

uwevs. saqarTvelos bankma bazarze Sesvlis

agresiuli politikiT mniSvnelovani bazris

wili moipova mikrodafinansebis bazarze. dasav-

luri menejmenti da ganviTarebuli sacalo

ddiiaaggrraammaa 22

ddiiaaggrraammaa 11

konstantasadmi damokidebulebis ZiriTadi faqtorebi

qseli bankis mniSvnelovani Zlieri mxareebia.

vviiTTiibbii jjoorrjjiiaa (www.vtb.ge). viTibi, igive

gaerTianebuli qarTuli banki mikrodafinan-

sebaSi erT-erTi pirveli iyo. Sesabamisad, mas

sakmaod didi gamocdileba aqvs am sferoSi. aqvs

mcire sesxebisadmi individualuri midgoma, rac

klientebTan mimarTebaSi meti lavirebis sa-

Sualebas aZlevs. misi produqtebia turbo ses-

xebi (sesxi 1 saaTSi), eqspres sesxebi da

standartuli mikrosesxebi.

bbaannkkii rreessppuubblliikkaa (www.bankrepublic.ge). banki

respublika SedarebiT axalia mikrodak-

reditebis sferoSi. Sesabamisad, misi sasesxo

portfelic SedarebiT mcirea. Tumca mcire da

saSualo biznesis swrafma zrdam misi didi

interesi gamoiwvia sacalo bankingis mimarT.

`sosiete Jeneralis~ mier banki respublikas

SeZenis Semdeg cxadia, rom igi male Zalze

seriozuli moTamaSe gaxdeba bazarze.

bankebis bazris wilebi 2006 wlisaTvis port-

felebis mixedviT mocemulia diagrama 3-ze:

CCaannaarrTTii::

ivane e. konstantas msesxebeli:

`konstantas msesxebeli 3 weli viyavi. Cemi

patara sawarmo maqvs da mis gasamarTad

saxsrebi mesaWiroeboda. Tavidan didi

Tanxebi ar mindoda, isedac varTmevdi

bizness Tavs. konstantaSic Zalze kargad

meqceodnen, sesxis aRebas didi dro ar

miqonda, Cemi sesxis oficeric guliTadad

mxvdeboda da yvelafers umokles vadebSi

migvarebda. biznesis saqme rom kargad

wamivida, ufro didi Tanxebi damWirda.

miuxedavad yvelafrisa, mainc bankSi wasvla

vamjobine. angariSi imave bankSi maqvs

gaxsnili da kreditis aRebac iqidan ufro

xelsayrelia~.

unda aRiniSnos, rom regionalur doneze kons-

tantas konkurentebi 2006 wlisaTvis gansxvavde-

bodnen, ase magaliTad:

rruussTTaavvSSii:: qquuTTaaiissSSii::

prokredit banki prokredit banki

saqarTvelos banki saqarTvelos banki

viTibi viTibi

finka standart banki

Ti-bi-si banki finka

kredo

kristali

Ti-bi-si

ffooTTSSii:: bbaaTTuummSSii::

viTibi prokredit banki

saqarTvelos banki saqarTvelos banki

prokredit banki viTibi

saxalxo banki banki respublika

finka finka

kristali safinanso jgufi

kredo

TTeellaavvSSii::

prokredit banki

standart banki

Ti-bi-si banki da a.S.

CCaannaarrTTii::

lali q. konstantas msesxebeli:

`konstantaSi mivsuliyavi Tu ara bevri ar

mifiqria. Cvens raionSi konstanta yvelam

icis. Tanac procentic SeRavaTiani aqvs.

amJamad 5,000 lari maqvs nasesxebi da isev

amdenis aRebas vgegmav. mevaxSisagan rom

mesesxa, gacilebiT Zviri damijdeboda. Tanac

Zalian kargad memsaxurebian, yvelas vicnob,

aq ise movdivar, TiTqos sakuTari saxli

iyos~.

SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::

11.. ra gadawyvetileba unda miiRos konstantas

menejmentma? ratom?

22.. daaxasiaTeT konstantas dadebiTi da uar-

yofiTi mxareebi. ra warmoadgens kons-

tantas konkurentul upiratesobas?

33.. gadawyvetilebis Sesabamisad dasaxeT kons-

tantas ganviTarebis Semdgomi strategia.


ddiiaaggrraammaa 33


kkoonnssttaannttaass ffiilliiaalleebbiiddaannaarrTTii 22

saTao ofisi (ZiriTadi filiali) goris filiali

isan-samgoris filiali borjomis filiali

varkeTilis filiali axalcixis filiali

gldanis filiali quTaisis filiali

rusTavis filiali zestafonis filiali

gurjaanis filiali samtrediis filiali

wnoris filiali baTumis filiali

lagodexis filiali foTis filiali

xaSuris filiali axalqalaqis filiali

mmiikkrroossaaffiinnaannssoo oorrggaanniizzaacciieebbiissaa ddaa

bbaannkkeebbiiss sseerrvviisseebbiiddaannaarrTTii 11

mmiikkrroossaaffiinnaannssoo kkoommeerrcciiuullii bbaannkkeebbii

oorrggaanniizzaacciieebbii

kreditebis gacema 50000 kreditebis gacema

laramde

mikrolizingi depozitebis miReba

Tamasuqebis gamoSveba Tamasuqebis gamoSveba

obligaciebis gamoSveba obligaciebis gamoSveba

faqtoringi sabanko gadaricxvebi

saerTaSoriso gzavnilebi import-eqsport opera-

ciebis tranzaqciebis

ganxorcieleba

valutis gacvla valutis gacvla

chapter 3

Documents

miller brewing company

ganvixilot semdegi magalitebi

mosaxleobis geografiul gadanacvlebas

wall street journal

sexedulebebsa da qcevaze

bunebasa da samyaroze

romelsac aqvs faqtobrivi

miarwios sakutar miznebs