am Tavis Seswavlis Semdeg Tqven SeZlebT

Transcription

am Tavis Seswavlis Semdeg Tqven SeZlebT:
1. ganmartoT kompaniisTvis informaciis mniSvneloba; 2. gansazRvroT marketinguli informaciis sistema da
ganixiloT misi nawilebi; 3. CamoayaliboT marketinguli kvlevis procesis safexurebi; 4. ganmartoT, rogor
axdens kompania marketinguli informaciis analizsa da gavrcelebas; 5. ganixiloT is specifikuri sakiTxebi,
romlebsac marketingis specialistebi awydebian, maT Soris sazogadoebriv politikasa da eTikis normebs.
marketinguli informaciis
marTva
gzamkvlevi |
ideebis kvaldakval
wina TavSi Tqven SeiswavleT kompleqsuri da cvalebadi marketinguli garemo.
am TavSi naxavT, rogor esmiT marketologebs cnebebi: sabazaro sivrce da
momxmarebeli; rogor axorcieleben da marTaven informacias sabazro sivrcis elementebis (momxmareblis, konkurentebis, produqtisa da sabazro programebis) Sesaxeb. agreTve, ganixilavT marketinguli informaciis sistemas, romlis mizania menejerebisaTvis saWiro informaciis saWiro formiTa da saWiro
dros miwodeba, rac maT ukeTesi gadawyvetilebis miRebaSi daexmareba. axlodan
daakvirdebiT marketinguli kvlevis process. dRevandel bazarze warmatebis
misaRwevad kompania didi moculobis marketinguli informaciis efeqturi
marTvis meTodebs unda flobdes.
Tavi iwyeba klasikuri marketinguli Secdomis ganxilviT – ramdenime
wlis win Coca-Cola-m miiRo gadawyvetileba Coke Zveli formuliT xmarebidan
amoeRo da, mis nacvlad, gamoeSva sasmeli axali formuliT – New Coke. miuxedavad imisa, rom kompaniam gadawyvetileba marketinguli kvlevis safuZvelze
miiRo, axalma produqtma ar gaamarTla. kiTxvis dros dausviT SekiTxva
sakuTar Tavs: iseTma msxvilma da didi resursebis mqone kompaniam, rogoric
aris Coca-Cola, rogor dauSva aseTi didi Secdoma kvlevisas? aqedan gamomdinareobs morali: Tu es Coca-Cola-s SeemTxva, maSin igive SeiZleba nebismier kompanias SeemTxves.
y
vela drois klasikuri marketinguli ambis sawyisi 1985 weli iyo. Coca-Cola-m,
warmatebuli 99 wlis muSaobis Semdeg, xmarebidan amoiRo Tavdapirveli
formuliT gamoSvebuli Coke da mis nacvlad gamouSva axali formulis
mqone New Coke, ufro tkbili da msubuqi gemoTi.
sawyis etapze reklamirebisa da propagandis Sedegad New Coke kargad
iyideboda, magram male, sazogadoebis uaryofiTi reaqciis Sedegad, gayidvebi
Semcirda. ukmayofilebas gamoTqvamdnen fostisa Tu telefonis zarebis meSveobiT. Coca-Cola-s dReSi 1500-ze meti ganawyenebuli momxmarebeli ukavSirdeboda. erT-erTma gabrazebulma momxmarebelma kompanias miswera – `wlis mTavari
suleli kompania Coca-Cola~ (Coca-Cola-s aRmasrulebel direqtors ara imdenad
saCivari, aramed is faqti ufro awuxebda, rom personalurad mas misdioda
aseTi werilebi!). zogi panikaSi Cavarda da sardafebi Zveli formulis Coke-iT
aavso. texasSi ki erTma kacma adgilobriv maRaziaSi 1000 dolaris
Rirebulebis Coca-Cola SeiZina. jgufi saxelwodebiT _ `Zveli kolas msmelebi~
masobrivi aqciebis muqariT moiTxovda Zveli formulis Coke-is dabrunebas.
amasobaSi ki, kompania Pepsi Cola imdenad gaxarebuli iyo, rom 1985 wlis 23 aprili,
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nawili meore
bazris da momxmareblebis gageba
New Coke-is gamoSvebis dRe, korporaciis dResaswaulad gamoacxada.
kompaniam Zveli formulis Coke mxolod sami Tvis Semdeg daabruna
gayidvaSi. ivlisis im dRes `Zveli Coke”-is dabruneba yvela wamyvani gazeTis
pirvel gverdze aRiniSna. kompaniam mas axali saxelwodeba mianiWa – Coke
Classic-i. Coca-Cola acxadebda, rom New Coke SeinarCunebda flagmani brendis pozicias, magram momxmarebeli sxvagvarad fiqrobda. wlis bolos, New Coke-Tan
SedarebiT, Coke Classic orjer meti raodenobiT gaiyida.
Coca-Cola potenciuri marcxisagan swrafma reaqciam ixsna. kompaniam mTeli
yuradReba Coke Classic-ze gadaitana, xolo New Coke-s mxardamWeri funqcia daekisra. Coke Classic-i kvlav kompaniis mTavar brendad da qveynis wamyvan sasmelad
iqca, New Coke ki Pepsi-ze `Tavdasxmis brendi~ gaxda. TavisPreklamebSi New Coke-is
gemos gabedulad adarebdnen Pepsi-isas. 1990 wlis gazafxulze kompaniam xelaxali SefuTviTa da axali saxeliT New Coke II gamouSva. dRes aSS-is ualkoholo sasmelebis bazris 19% Coke Classic-s ukavia, xolo New Coke II-s – 2%.
ratom moxda New Coke-is wardgena? ra problema arsebobda? bevri analitikosis azriT, am Secdomis mizezi susti marketinguli kvleva iyo.
1980 wels, miuxedavad imisa, rom Coca-Cola ualkoholo sasmelebis industriaSi jer kidev lideri iyo, Pepsi-Tan SedarebiT, misi sabazro wili nelnela mcirdeboda. TiTqmis 15 wlis ganmavlobaSi Pepsi warmatebiT axorcielebda `Pepsi-s gamowvevis~ programas. es iyo satelevizio Sou, romlis drosac
xdeboda ualkoholo sasmelebis gemos testireba. Sedegebis mixedviT momxmarebeli upiratesobas Pepsi-s tkbil gemos aniWebda. 1985 wlis dasawyisisTvis,
miuxedavad imisa, rom Coke bazris wamyvani brendi iyo, Pepsi-m supermarketebis
gayidvebSi Coke-s 2%-iT gauswro (es arc ise STambeWdavia, magram aSS-is ualkoholo sasmelebis sacalo vaWrobis bazris 2% 1.2 miliardi dolaria). sabazro wilis vardnis SesaCereblad Coca-Cola-s raRac zomebis miReba sWirdeboda
da gamosavali Coke-is gemos cvlilebaSi dainaxes.
Coca-Cola-m kompaniis istoriaSi axali produqtis ganviTarebisaTvis kvlevis udidesi proeqti wamoiwyo. axali formulis danergvaze 2 weli da 4 milioni dolari daxarja. saboloo gemos Sesaqmnelad 200000 gemos testireba
moxda. brma testirebis Sedegad, momxmarebelTa 60%-ma Zvel gemos New Coke-is
gemo arCia, xolo 52%-ma ki – Pepsi-is gemo. kvlevebma aCvena, rom New Coke warmatebuli iqneboda da kompaniamac igi gabedulad waradgina. maS, ra moxda?
Tu davufiqrdebiT, mivxvdebiT, rom Coca-Cola-m marketinguli kvlevis dros
yuradReba mxolod gemoze gaamaxvila. man ar gamoikvlia, ra damokidebuleba
eqneboda momxmarebls Zveli formulis Coke-is xmarebidan mTlianad amoRebas.
man ar gaiTvaliswina aramaterialuri mxareebi – sasmelis saxeli, istoria,
SefuTva, kulturuli memkvidreoba da imiji. bevrisaTvis amerikuli kultura
beisbolTan, hoTdogTan da vaSlis RvezelTan asocirdeba. yoveli maTgani
raRac amerikulia. aRmoCnda, rom momxmarebelTa umravlesobisaTvis Coke-is simboluri mniSvneloba ufro metad fasobs, vidre misi gemo. ufro farTomasStabiani kvleva, albaT, am Zlieri emociebis gaTvaliswinebis aucileblobas
cxadyofda.
Coca-Cola-s menejerebma kvlevis Sedegebis analizisas araswori daskvnebi
gaakeTes. magaliTad, Catarebulma kvlevebma cxadyo, rom momxmarebelTa 60%-ma
upiratesoba New Coke-is gemos mianiWa, rac imis niSani unda yofiliyo, rom produqti bazarze gaimarjvebda, rogorc politikuri kandidati imarjvebs xolme
xmebis 60%-iT. magram es imis maCvenebelic iyo, rom darCenil 40%-s Zveli formula moswonda. Zveli Coke-is CamoSorebiT kompaniam erTgul momxmarebelTa
didi nawili dakarga, romelsac cvlileba sulac ar surda. kompania ufro
gonivrul nabijs gadadgamda, Tu Zvel Coke-s Tavis adgilze datovebda, New
Coke-s ki brendis ganvrcobis strategiad gamoiyenebda. zustad ise, rogorc
mogvianebiT warmatebulad ganaxorciela Cherry Coke-is wardgena.
amerikaSi erT-erTi yvelaze didi, saukeTesod marTuli da yvelaze
ganviTarebuli marketinguli kvlevis operaciebi kompania Coca-Cola-s gaaCnia.
ukve wlebis ganmavlobaSi, kargi marketinguli kvlevis Sedegad, kompania
ualkoholo sasmelebis industriis mwvervalebs i pyrobs. magram marketinguli
kvleva zusti mecnierebisagan sakmaod Sorsaa. momxmareblebi moulodnelobebiT aRsavseni arian da maTi cifrebis saSualebiT gamosaxva sakmaod rTulia.
Tu Coca-Cola-m marketingul kvlevaSi didi Secdoma dauSva, maSin am
Secdomisagan arc erTi kompania dazRveuli ar aris.1
Tavi 4
marketinguli informaciis marTva
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myidvelisaTvis saukeTeso faseulobebisa da kmayofilebis Sesaqmnelad kompania gamudmebiT saWiroebs informacias. rogorc New Coke-is ambavi cxadyofs,
kargi produqtisa da marketinguli programebis sawyisi myidvelis moTxovnilebebisa da survilebis srulyofili gagebaa. agreTve, kompania saWiroebs informacias konkurentebis, gadamyidvelebisa da bazarze arsebuli sxva moqmedi
pirebisa Tu Zalebis Sesaxeb.
marketologebisaTvis informacia ara mxolod ukeTesi gadawyvetilebebis
misaRebad aris saWiro, aramed is mniSvnelovani strategiuli aqtivi da marketinguli iaraRia. kompaniisaTvis es aris ZiriTadi konkurentuli upiratesoba. konkurentebma SesaZloa danadgarebis, produqtebisa da procedurebis
kopireba moaxerxon, magram kompaniis informaciisa da inteleqtualuri kapitalis dublireba SeuZlebelia. bolo dros ramdenime kompaniam gaacnobiera
es faqti da TavisTan codnis, Seswavlisa da inteleqtualuri kapitalis viceprezidentebis Tanamdebobebi SemoiRes.
dRevandel, swrafad cvalebad garemoSi, drouli, maRalxarisxiani
gadawyvetilebis misaRebad menejerebs uaxlesi informacia esaWiroebaT.
informaciuli teqnologiebis ukanaskneli miRwevebis wyalobiT, kompaniebs
axla ukve didi raodenobiT informaciis dagroveba SeuZliaT. faqtobrivad,
menejerebi xSirad Zalian bevr informaciasac
iReben.
erT-erTma kvlevam cxadyo, rom kompaniebis mier
mopovebuli monacemebi da supermarketebis skanerebis saSualebiT miRebuli informacia SefuTuli
saqonlis brendis menejers kviraSi 1 milionidan 1
miliardamde axal cifrs awvdis gasaanalizeblad.
meore kvlevis mixedviT ki, msxvili sacalo
movaWreebi floben sakuTari produqciis Sesaxeb
320 milis sigrZis wignebis Taroebis ekvivalentur
informacias. amrigad, informaciis nakleboba problemas aRar warmoadgens, magram monacemTa amorCevaamokiTxvas ki didi mniSvneloba eniWeba. àm, ase Tu
ise, moWarbebuli informaciis xanaSi sakmaod
advilia, uxvi monacemebiT daimarxo, daitvirTo an
gadaiwva”, _ acxadebs erT-erTi damkvirvebeli.2
informaciuli siuxvis miuxedavad, marketologebi xSirad saWiro informaciis simcires uCivian.
erT-erTi ukanaskneli kvlevis Tanaxmad, saWiro
informaciis mosaZieblad menejerebi dReSi saSualod 3 saaTs kargaven, rac yovelwliurad aSS-is
kompaniebs 2.5 miliardi dolari ujdebaT. meore
kvleva ki aCvenebs: miuxedavad imisa, rom gamokiTxul menejerTa naxevarma ganacxada, rom mopovebul
informacias Tavs ver arTmevda, maT 2/3-s ufro meti
informaciis miReba surda.3 amgvarad, marketingis
menejerebis umetesoba ara ufro met, aramed ukeTes ■ Warbi informacia: àm, ase Tu ise, moWarbebuli informaciis xanaSi sakmaod advilia, uxvi monacemebiT daimarinformacias saWiroebs.
xo, daitvirTo an gadaiwva.~
rogorc Unilever-is yofilma mTavarma aRmasrulebelma direqtorma erTxel ganacxada, Unilever-ma
marketinguli informarto is rom icodes, rac icis, es mas ormag mogebas moutanda. daskvna: bevr maciis sistema (mis)
kompanias gaaCnia didi raodenobiT informacia, magram mis marTvasa da swor (Marketing information
gamoyenebas ver axerxebs.4 kompanias unda hqondes marketinguli informaciis system (MIS))
marTvis efeqturi sistema, raTa menejerebma miiRon saTanado informacia pirovnebebis, aRWursaTanado formiT da saTanado dros.
vilobisa da procemarketinguli informaciis sistema (mis) moicavs pirovnebebs, aRWurvilo- durebis erToblioba
basa da procedurebs, romelTa saSualebiTac xorcieldeba drouli, saWiro da drouli, saWiro da
zusti informaciis SerCeva da misi gadacema marketinguli gadawyvetilebebis zusti informaciis
mimRebebisaTvis. suraTi 4.1 gviCvenebs, rom mis-i iwyeba da mTavrdeba informa- SesarCevad, gasaanaliciis gamomyeneblebiT – marketingis menejerebiT, Sida da gare partniorebiTa zeblad da mis gadasacemad marketinguli
da sxvebiT, vinc marketingul informacias saWiroeben. Tavidan, informaciis gadawyvetilebebis
saWiroebis Sesafaseblad mis -i zemoT CamoTvlil gamomyeneblebTan mimRebi specialisteurTierTobs. Semdgom igi saWiro informaciis generirebas axdens kompaniis bisaTvis.
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suraTi 4.1
marketinguli informaciis
sistema
Sida monacemTa bazis, marketinguli dazvervis qmedebebisa da marketinguli
kvlevebis saSualebiT. amis Semdgom, mis-i exmareba mopovebuli informaciis
analizSi da misTvis im formis micemaSi, romelic menejmentisaTvis aris
misaRebi, raTa maT marketinguli gadawyvetilebebi miiRon. dabolos, mis-i marketingul informacias avrcelebs da menejerebs gadawyvetilebis miRebaSi
exmareba.
■❚ marketinguli informaciis saWiroebis Sefaseba
marketinguli informaciis sistema, pirvel rigSi, kompaniis marketingisa da
sxva ganyofilebebis menejerebs emsaxureba, Tumca mas aseve SeuZlia informaciuli uzrunvelyofa gauwios gare partniorebs, rogorebic arian mimwodeblebi, gadamyidvelebi an marketinguli momsaxurebis saagentoebi. magaliTad,
Wal-Mart-ma SesaZloa Procter & Gamble-s an sxva ZiriTad mimwodebels misces
informacia momxmarebelTa Sesyidvis Cvevebis an maragebis donis Sesaxeb.
amasTan erTad, SesaZloa mniSvnelovani myidvelisTvisac informaciis xelmisawvdomobis uzrunvelyofa. Dell Computer-i msxvili myidvelisaTvis specialurad qmnis e.w. `premialur~ veb-gverds, romlis meSveobiTac myidvelisTvis
xelmisawvdomia informacia produqtis dizainis, SekveTis statusis, produqtisa da mxardamWeri momsaxurebis Sesaxeb. gadazidvebis dagegmvisa da
kontrolisaTvis FedEx-i momxmarebels uzrunvelyofs Tavisi informaciuli
sistemis xelmisawvdomobiT. informaciuli sistemis agebisas kompaniam
TiToeuli myidvelis moTxovna unda gaiTvaliswinos.
kargad agebuli mis -i abalansebs im monacemebs, romlebic informaciis
gamomyenebels surs, romelic mas sWirdeba da romlis realurad miwodeba sistemas SeuZlia. procesi iwyeba menejerebis gamokiTxviT da imis garkveviT, Tu
ra informaciis mopoveba surT maT. zogierTi iTxovs nebismier monacems da
sulac ar fiqrobs, sWirdeba Tu ara. Zalian bevri monacemic sazianoa. zogs
SeiZleba iseTi monacemis moTxovna daaviwydes, romelic maTi saqmianobisaTvis
aucilebelia. magaliTad, menejeri unda flobdes informacias imis Taobaze,
apirebs Tu ara konkurenti momavali wlis ganmavlobaSi axali produqtis
wardgenas. imis gamo, rom menejerma araferi icis am SesaZlo proeqtis Sesaxeb,
raime informaciis mopovebaze arc ki fiqrobs. mis-ma marketinguli garemo
unda gaakontrolos, raTa marketinguli gadawyvetilebis mimRebebisTvis
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saTanado informaciis miwodeba SeZlos.
aris SemTxvevebi, rodesac kompanias saWiro informacia ar gaaCnia. amis
mizezi SesaZloa iyos rogorc informaciis miuwvdomloba, aseve mis -is
SezRudvebi. magaliTad, brendis menejers SesaZloa undodes, rom gaigos,
momaval wels konkurents reklamirebis rogori biujeti eqneba da bazris
wilebis ganawilebaze ra gavlenas moaxdens es. informacia dagegmili biujetis Sesaxeb, albaT, xelmisawvdomi ar iqneba. am informaciis mopovebis
SemTxvevaSic ki mis-i ver SeZlebs winaswar gansazRvros, bazarze moqmedi kompaniebi bazris wilebs rogor gainawileben.
informaciis mopovebis, damuSavebis, Senaxvisa da gavrcelebis xarjebi sakmaod didia. kompaniam unda upasuxos SekiTxvebs, ramdenad faseulia damatebiTi
informacia, Rirs Tu ara damatebiTi xarjebis gaweva mis mosapoveblad da a.S.
xSirad, rogorc sargebeli, aseve xarjebi rTuli Sesafasebelia. informacias,
ganyenebulad, raime faseuloba ar gaaCnia. mis faseulobas misi gamoyenebadoba
gansazRvravs. xSir SemTxvevaSi, damatebiTi informacia mcirediT cvlis an
aumjobesebs menejeris gadawyvetilebas. ukeTesia, marketologebma informaciis
mopovebis xarjebisa da maTgan miRebuli Sedegebis Sedarebis dros sifrTxile gamoiCinon.
■❚ marketinguli informaciis mopoveba
marketologebi saWiro informacias moi poveben Sida monacemTa bazebis, marketinguli dazvervisa da marketinguli kvlevis meSveobiT.
Sida monacemebi
Sida monacemTa baza
(Internal databases)
kompaniis Sida wyaroebidan mopovebuli informaciis
eleqtronuli sacavi.
bevri kompania qmnis Sida monacemTa bazas, anu kompaniis Sida wyaroebidan mopovebuli informaciis eleqtronul sacavs.
marketingis menejerebisTvis es monacemebi
advilad xelmisawvdomia.
monacemTa bazaSi informacia sxvadasxva wyarodan SeiZleba Sevides. buRalterebi monacemTa bazas awvdian finansur
angariSebs, gayidvebis maCveneblebsa da xarjebis CamonaTvals. warmoebidan miedineba
produqciis warmoebis grafikebis, gadazidvebisa da maragebis moculobis Sesaxeb
monacemebi. gayidvebis personali ityobineba
gadamyidvelebis reaqciisa da konkurentebis
saqmianobebis Sesaxeb. marketingis departamenti iZleva informacias miznobrivi myidvelis
demografiis, fsiqografiisa
da
Sesyidvis qcevis Sesaxeb. myidvelTa momsaxurebis ganyofileba agrovebs myidvelis
kmayofilebasa da momsaxurebasTan dakavSirebuli problemebis nusxas. SesaZloa erTi
departamentisaTvis Catarebulma kvlevam
sxva departamentebi sasargeblo informaciiT uzrunvelyos.
qveviT moyvanilia magaliTi, Tu rogor
iyenebs kompania Sida monacemTa bazas ukeTesi
marketinguli gadawyvetilebis misaRebad:
kompania USAA finansuri momsaxurebiT uzrunvelyofs aSS-is samxedro
Zalebis personalsa da maT ojaxebs. igi
flobs monacemTa bazas, romelSic
ganTavsebulia informacia momxmarebelTa Sesyidvebis istoriis Sesaxeb. informaciis sizustisTvis kompania regularulad ikvlevs Tavis 5 milion
momxmarebels mTel msoflioSi. am
■ finansuri momsaxurebis mimwodebeli USAA iyenebs Tavis didi
moculobis bazas, raTa moargos marketinguli Zalisxmeva individualuri momxmareblebis specifikur saWiroebebs. amiT kompania Tavisi klientebis 96 procents inarCunebs.
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dros zustdeba maTi sacxovrebeli adgilis misamarTi, hyavT Tu ara
bavSvebi (da Tu hyavT, ramdeni wlisani arian) da a.S. es monacemebi
gamoyenebili iqneba marketinguli SeTavazebebis modifikaciisas, raTa
isini momxmareblebis moTxovnilebebs metad Seesabamebodnen.
magaliTad, Tu ojaxSi kolejis asakis bavSvebi arian, USAA am bavSvebs
ugzavnis informacias, rogor unda isargeblon sakredito baraTebiT.
Tu ojaxs ufro mcirewlovani bavSvebi hyavs, igi ugzavnis bukletebs
ganaTlebis dafinansebis Sesaxeb. im momxmareblebisaTvis, romlebic
pensiaze gasvlas elian, agzavnis informacias uZravi qonebis marTvis
Sesaxeb. monacemTa bazis ostaturi gamoyenebiT USAA TiToeul momxmarebels individualurad emsaxureba, Sedegad ki umaRles erTgulebas imsaxurebs _ 8.6 miliardi dolaris Semosavlis mqone kompania
sakuTari myidvelebis 97 procents inarCunebs.5
rogorc wesi, sxva informaciul wyaroebTan SedarebiT, Sida monacemTa
baza xelmisawvdomia ufro swrafad da iafad. Tumca SesaZloa marketinguli
gadawyvetilebebis misaRebad Sida monacemebi arasrulad an araswori formiT
iyos warmodgenili. es ganpirobebulia imiT, rom, Tavis droze, es monacemebi
sxva mizniT iyo Segrovebuli. magaliTad, gayidvebisa da xarjebis monacemebi,
romlebsac buRalteria finansuri dokumentebis mosamzadeblad iyenebs,
sxvadasxva segmentis momgebianobis Sefasebis dros ar gamodgeba, Tu misi
gadaxaliseba ar moxda. garda amisa, monacemebi swrafad Zveldeba. mudmivad
axali monacemebis Semcveli monacemTa bazis SenarCuneba sakmaod did
Zalisxmevas saWiroebs. aseve, didi kompania uzarmazari moculobis informacias flobs da misi Tvalyuris devneba sakmaod rTulia. imisaTvis rom menejerebma monacemTa bazis informacia advilad moi povon da efeqturad
gamoiyenon, igi kargad integrirebuli da advilad xelmisawvdomi unda iyos.
marketinguli dazverva (Marketing
intelligence)
marketingul garemoSi arsebuli konkurentebisa da miRwevebis Sesaxeb,
sajarod gavrcelebuli, informaciis
sistematuri Segroveba da analizi.
marketinguli dazverva
marketinguli dazvervis mizania strategiuli gadawyvetilebebis miRebis procesis gaumjobeseba, konkurentebis qmedebebis Tvalyuris devneba da Sefaseba,
sabazro sivrceSi SesaZleblobebisa da safrTxeebis winaswar ganWvreta.
konkurentebis Sesaxeb informaciis Segrovebis process sul ufro meti
da meti kompania iyenebs. amisTvis gamoyenebuli teqnologiebi mravalferovania: dawyebuli konkurentebis internetgverdebis SeswavliT, savaWro Cvenebebze
siaruliTa da TanamSromlebis gamokiTxviT, damTavrebuli konkurentebis produqciis benCmarkingiT.
sakmaod didi moculobis informaciis Segroveba SesaZlebelia
konkurenti kompaniis momsaxure personalisgan. ganvixiloT Semdegi magaliTi.
metoqis soroSi jaSuSebi yovelTvis ukana kariT ar Sedian. zogjer isini mis samyofelSi ubralod Seabijeben da maspinZelic maT
zrdilobianad xvdeba. bob ailingma, British Airways-is yofilma mTavarma
aRmasrulebelma, Tavis Tavze aiRo jaSuSis misia. igi axlad gaxsnil
EasyJet-s estumra... ailingi daukavSirda kompaniis damaarsebel stelios haji-ioanous da Sexvedraze SeuTanxmda. igi amtkicebda, rom
moxibluli iyi berZeni mewarmiT, romelmac iaffasiani aviakompaniis
formulis SemuSaveba SeZlo. jahi-ioanousi ara marto daTanxmda ailings Sexvedraze, aramed sakuTari biznesgegmac ki gaacno. [erTi wlis
Semdeg British Airways-is] winsvlac daiwyo. es iyo EasyJet-is zusti asli.
ìgive TviTmfrinavebi, igive pirdapiri bileTebi, meoradi aeroportis
gamoyeneba da igive azri TviTmfrinavis bortze sauzmis SeTavazebis
Sesaxeb. maT warmatebas miaRwies Cvengan moparuli biznesmodelis
saSualebiT – es, marTlac rom, efeqturi jaSuSoba iyo.~6
informaciis mopoveba kompanias SeuZlia mimwodeblebisagan, gadamyidvelebisagan da saboloo myidvelebisagan. konkurentebze dakvirvebis saSualebiT SesaZlebelia sasargeblo informaciis miReba. kompanias SeuZlia
SeiZinos da Seamowmos konkurentis produqcia, Tvalyuri adevnos maTi
vaWrobis dinamikas, Seamowmos sapatento biuroSi Sesuli axali monacemebi da
moinaxulos maTi Senoba-nagebobebi. magaliTad, erT-erTi kompania regularulad amowmebda konkurenti maRaziis win mdebare avtosadgoms. Tu is savse iyo,
Tavi 4
113
es saqmisa da biznesis ayvavebis niSani iyo.
zogierT kompanias Tavisi konkurentis
narCenebic ki mouparavs. iuridiulad, narCenebi ganixileba, rogorc Senobis gareT
darCenili mitovebuli sakuTreba. amgvari
qmedebis dros amxiles Oracle-is TanamSromeli, romelic Microsoft-is nagvis did konteinerSi iqeqeboda. Microsoft-ma xmamaRali
protesti gamoTqva, magram incidentis Semdgomi gamoZieba aRar gagrZelda. teqnikuri
TvalsazrisiT, Cadenili qmedeba danaSaulad
ar CaiTvala. arsebobs kidev erTi SemTxveva,
rodesac Procter & Gamble-ma Tavisi metoqe
Unilever-is `did konteinerSi Cayo cxviri~.
maTi samizne Unilever-is Tmis movlis produqtebi iyo, romlebic P&G-s Pantene-sa da
Head&Shoulder-s
konkurencias
uwevdnen.
`sabolood, es qmedeba sakmaod warmatebuli
aRmoCnda, — aRniSnavs analitikosi, _ P&G-ma
dawvrilebiTi informacia moi pova Unilever-is
brendebis Sesaxeb~. rodesac P&G-is xelmZRvanelobam Seityo, ra meTodiT iyo mopovebuli informacia, maT saswrafod Sewyvites
proeqti da sakuTari nebiT acnobes Unilever- ■ Procter & Gamble-ma Tavisi metoqe Unilever-is `did konteinerSi Cayo
s momxdaris Sesaxeb. P&G-ma ganacxada, rom cxviri~. rodesac P&G-is xelmZRvanelobam Seityo, Tu ra meTodiT
maT konteinerze ganxorcielebulma ieriSma iyo mopovebuli informacia, maT saswrafod Sewyvites proeqti da
`daarRvia Cveni biznespolitikis ZiriTadi sakuTari nebiT acnobes Unilever-s momxdaris Sesaxeb.
kursi~.7
konkurentebs
SeuZliaT
moi povon
dazver-viTi informacia yovelwliuri angariSebis, saqmiani gamocemebis,
savaWro Cvenebebis, presrelizebis, reklamebisa da veb-gverdebis saSualebiT.
aRmoCnda, rom konkurentebis Sesaxeb informaciis Sesagroveblad interneti
erT-erTi yvelaze efeqturi saSualebaa. dRes Zalian bevri kompania myidvelebis, partniorebisa da mimwodeblebis misazidad didi moculobis
detalur informacias ganaTavsebs veb-gverdebze.8
awarmoeT Tqveni metoqeebis veb-gverdebis aRricxva, raTa maTi
produqciis seriis nebismieri ganaxleba an cvlileba SeamCnioT.
ganaxorcieles Tu ara saitis xelaxali dizaini? Secvales Tu ara
mizani? ra informacias gvawvdis saZiebeli grafa metoqis Sesaxeb? ra
informacias gvawvdis presa maT Sesaxeb? maTi produqtebis sia? am da
sxva kiTxvebze mogiwevT pasuxis gacema. `xSirad klientebi gaocebulni rCebian, ramdeni ramis gageba aris SesaZlebeli, _ ambobs konsultanti, _ isini TavianTi yoveldRiuri saqmianobiT arian dakavebulni da verc ki aanalizeben, ramdenad bevri informaciis mopoveba
SeiZleba kompiuteris Rilakze TiTis ramdenjerme daWeriT.~
informaciis mopovebiT dainteresebul pirebs aseve SeuZliaT naxon
aTasobiT onlainmonacemTa baza. zogierTi maTgani ufasoa. magaliTad, aSS-is
fasiani qaRaldebisa da savaluto operaciebis komisiis onlainmonacemTa baza
aerTianebs finansur informacias sajarod marTul kompaniebze (saaqcio sazogadoebebze), aSS-is sapatento biuros monacemTa bazaSi SesaZlebelia kompaniebis mier dapatentebuli sakiTxebis naxva. garkveul safasurad ki, kompaniebs SeuZliaT registracia internetSi arsebul 3000-ze met monacemTa
bazaSi da informaciis saZiebo veb-gverdebze: Dialog, DataStar, LEXIS-NEXIS, Dow
Jones News Retrieval, UMI ProQuest da Dun & Bradstreet’s Online Access.
kompaniebi konkurentebis mizandasaxuli marketinguli dazvervis mcdelobebis sawinaaRmdego zomebsac ki iReben. magaliTad, Uniliver-ma konkurentuli
dazvervis sawinaaRmdego treningebi daiwyo. rogorc Unilever-is yofili
TanamSromeli ambobs, `Cven miTiTebebs gvaZlevdnen rogorc informaciis
dacvis, aseve konkurentebisagan misi mopovebis Sesaxeb. yovelTvis gvafrTxilebdnen, rom mogzaurobisas zedmeti arasdros gvelaparaka. . . imasac ki gveub-
114
nawili meore
nebodnen, rom konkurentTa jaSuSi im kompaniis samarSruto taqsis mZRolic ki
SeiZleboda aRmoCeniliyo, romlis momsaxurebiTac Cven vsargeblobdiT~.
Unilever-i Sida usafrTxoebisaTvis moulodnel ASemowmebebsac awarmoebs.
èrT-erT [Sida marketingul] konferenciaze specialurad daqiravebuli msaxiobi mivugzavneT Cvens TanamSromlebs. idea mdgomareobda imaSi, rom gvenaxa,
vin daelaparakeboda mas? ramden xans gagrZeldeboda saubari? ramden xanSi
mixvdeboda TanamSromeli, rom igi SesaZlo konkurenti kompaniis warmomadgeneli iyo? saerTod, ieWvebda Tu ara rames? yvelaferi imiT dasrulda, rom
msaxiobi didi xnis ganmavlobaSi esaubreboda TanamSromelTa mTel koleqtivs~,9 – ambobs kadrebis marTvis departamentis yofili ufrosi.
marketinguli dazvervis xSiri gamoyeneba rig eTikur sakiTxebs wamowevs
win. miuxedavad imisa, rom CamoTvlili teqnologiebis umetesoba kanonieria,
zogierTis moraluroba SesaZloa eWvqveS dadges. cxadia, kompaniebma sajarod
xelmisawvdomi informaciis upiratesobebiT unda isargeblon, magram
TvalTvali mainc ganagrZon, Tumca yvelaferi eTikis normebis dacviT unda
gaakeTon.
marketinguli kvleva
marketinguli kvleva
(Marketing research)
organizaciis specifikur marketingul
situaciasTan dakavSirebuli monacemebis sistemuri Segroveba, analizi da
moxsenebis momzadeba.
konkurentebisa da sabazro sivrcis Sesaxeb informaciis mopovebis garda, marketologebs xSirad garkveuli situaciebis formaluri Seswavla sWirdebaT.
magaliTad, Sears-Tvis saWiroa imis codna, Tu ra iqneba misi korporaciuli
sareklamo kampaniis yvelaze efeqturi gza; Toshiba dainteresebulia, icodes, ra
kategoriis kompaniebi an pirovnebebi Seisyidian mis axal, uswrafes
nouTbuqebs. aseT situaciebSi marketinguli dazverva ver SeZlebs saWiro
informaciiT uzrunvelyofas. am SemTxvevebSi menejerebs marketinguli kvleva
exmareba.
marketinguli kvleva aris organizaciis specifikur marketingul
situaciasTan dakavSirebuli monacemebis sistemuri Segroveba, analizi da
moxsenebis momzadeba. marketinguli kvlevis gamoyenebis areali farToa:
myidvelTa kmayofilebisa da Sesyidvis qcevis gageba, bazris potencialisa da
sabazro wilis Sefaseba, faswarmoqmnis, sareklamo kampaniisa da distribuciis
efeqturobis gazomva da a.S.
zogierT did kompanias (Kraft-i, Citigroup-i) marketinguli kvlevis sakuTari
departamenti gaaCnia. garda amisa, es kompaniebi garedan qiraoben specialistebs, romlebic menejerebTan erTad garkveul marketingul problemebze
muSaoben. zogjer firmebi marketinguli kvlevebis Camtarebeli kompaniebisagan monacemebs, ubralod, Seisyidian, rac maT gadawyvetilebis miRebis procesSi
exmareba.
marketinguli kvlevis procesi oTx safexurs moicavs (ixileT suraTi 4.2):
1. marketinguli problemisa da kvlevis miznebis gansazRvra; 2. kvlevis gegmis
Camoyalibeba; 3. kvlevis gegmis ganxorcieleba; 4. Sedegebis ganmarteba da
angariSis wardgena.
problemisa da kvlevis miznebis gansazRvra. marketingisa da marketinguli
kvlevis specialistebis erToblivi mWidro TanamSromlobis Sedegia problemis gansazRvra da kvlevis miznebze SeTanxmeba. menejerma yvelaze kargad
icis, ra informacia sWirdeba mas, xolo mkvlevari ki saukuTesod erkveva marketingul kvlevasTan dakavSirebul sakiTxebSi da icis, rogor SeiZleba aseTi
informaciis mopoveba.
xSirad, kvlevis procesis urTulesi safexuri problemisa da kvlevis
miznebis gansazRvraa. menejerma SesaZloa icis, rom arsebobs raRac problema,
magram ar icis am problemis gamomwvevi mizezi. magaliTad, New Coke-is
SemTxvevaSi, Coca-Cola-m Tavisi problemis gamomwvevi mizezebidan mxolod
erTze gaamaxvila yuradReba, rac misTvis katastrofuli aRmoCnda. sxva
s u r a T i 4.2
marketinguli kvlevis procesi
Tavi 4
magaliTSi Camofasebuli saqonliT movaWre kompaniis menejmentma naadrevi
gadawyvetileba miiRo da vaWrobis Semcirebis mizezad mwiri reklama miiCnia,
ris Sedegadac kvleva Caatares sareklamo kampaniis efeqturobis Sesaxeb. kvlevam aCvena, rom mimdinare reklama xalxs sworad miewodeboda da gzavnilic
sworad iyo SerCeuli. realuri problema ki iyo is, rom maRazia ar uzrunvelyofda reklamaSi Sepirebul fasebs, produqtis arCevansa da momsaxurebas.
problemis ufro gulmodgine gansazRvra Tavidan aacilebda arasaWiro
kvlevasTan dakavSirebul xarjebs.
mas Semdeg, rac problemis zusti gansazRvra moxdeba, yuradReba kvlevis
miznebze unda gamaxvildes. marketinguli kvlevis proeqts SesaZloa sami
saxis mizani hqondes. aRmoCeniTi kvlevis mizani aris winaswari monacemebis
Segroveba, rac problemis gansazRvrisa da axali hi poTezebis SeTavazebis
saSualebas iZleva. aRweriTi kvlevis mizania,, aRweros iseTi sakiTxebi,
rogorebic aris bazris potenciali an momxmarebelTa produqtisadmi
damokidebuleba. mizezSedegobrivi kvlevis mizani aris mizezsa da Sedegs
Soris urTierTobis hopoTezebis Semowmeba. magaliTad, gamoiwvevs Tu ara
kerZo kolejSi swavlebis safasuris 10%-iT Semcireba aplikantTa raodenobis
proporciul zrdas? xSirad, menejerebi jer aRmoCeniT kvlevas atareben,
Semdeg ki aRweriT an mizezSedegobrivs.
problemis ganacxadi da kvlevis miznebi mTliani kvlevis process
warmarTavs. es ganacxadi werilobiT unda damowmdes, rac kvlevis miznebze
SeTanxmebulobaze miuTiTebs.
kvlevis gegmis Camoyalibeba. mas Semdeg, rac gansazRvrulia problemebi da
miznebi, mkvlevarebma zustad unda icodnen, Tu ra informacia aris saWiro,
Seadginon misi Segrovebis efeqturi gegma da es gegma xelmZRvanelobas
warudginon. kvlevis gegma gansazRvravs arsebuli monacemebis wyaroebs da
aRniSnavs kvlevis garkveul midgomebs, meTodebs, SerCevis gegmebsa da im
saSualebebs, romlebsac mkvlevarebi axali monacemebis SegrovebisaTvis
gamoiyeneben.
kvlevis miznidan gamomdinare xdeba garkveuli informaciis saWiroebis
dadgena. magaliTad, davuSvaT, Cambell-s surs, gaigos, ra reaqcia eqneba wvnianis
momxmarebels axali, Tasis formis konteinerze. konteineri mis sxva
produqtebSic gvxvdeba da sakmao warmatebiTac sargeblobs. axali produqti
ufro Zviri eRireba, magram momxmarebels saSualeba eqneba, igi mikrotalRovan
RumelSi Sedgas da Semdeg wvniani pirdapir iqidan miirTvas. es kvleva Semdegi
saxis informaciis moZiebas moiTxovs:
■
wvnianis momxmareblebis demografiuli, ekonomikuri da cxovrebis stilis
maxasiaTeblebi (saqmiani wyvilisaTvis, albaT, xelsayrelia axali SesafuTi
Tasis SeZena, Tundac ufro met fasad; bavSvian ojaxebs ki urCevniaT, naklebi
gadaixadon da meti WurWeli garecxon).
■
wvnianis moxmarebasTan dakavSirebuli sakiTxebi: sad, rodis da ra raodenobis wvnians miirTmeven (axali SefuTva idealurad moergeba mozardebs, romlebic dRis ganmavlobaSi ubralo waxemsebiT kmayofildebian, magram naklebad mosaxerxebelia im mSoblebisaTvis, romlebic tradiciul sadils
marTaven).
■
sacalo movaWreTa reaqcia axal SefuTvaze (sacalo movaWreTa mxardaWeris
ararseboba axali SefuTvis warmatebas zians miayenebs).
■
momxmarebelTa damokidebuleba axali SefuTvisadmi (miiReben Tu ara momxmareblebi axal SefuTvas?)
■
orive, rogorc axali, aseve Zveli, SefuTviT produqtis gayidvebis prognozireba (gazrdis Tu ara axali SefuTva Cambell-is mogebas?)
axali SefuTvis wardgenamde Cambell-is menejerebi unda flobdnen am da
sxva saxis informacias.
kvlevis gegma werilobiT unda Camoyalibdes. es gansakuTrebiT mniSvnelovania maSin, rodesac kvlevis proeqti kompleqsuri xasiaTisa da didi moculobisaa. an rodesac mas sxva kompania axorcielebs. SeTavazeba unda
moicavdes menejmentis mier aRniSnul problemebsa da kvlevis dasaxul
115
aRmoCeniTi kvleva
(Exploratory research)
marketinguli kvleva, romlis mizania
winaswari monacemebis Segroveba, rac
problemis gansazRvrisa da axali hi poTezebis SeTavazebis
saSualebas iZleva.
aRweriTi kvleva
(Descriptive research)
marketinguli kvleva, romlis mizania,
ukeTesad aRweros
marketinguli problemebi, situaciebi an
bazrebi.
mizezSedegobrivi
kvleva (Causal research)
marketinguli kvleva,
romlis mizania mizezsa da Sedegs Soris urTierTobis hipoTezebis Semowmeba.
116
nawili meore
meoreuli monacemebi
(Secondary data)
informacia, romelic
ukve arsebobs da
Segrovebulia sxva
miznebisaTvis.
pirveladi monacemebi (Primary data)
informacia, romelsac mocemuli miznisaTvis agroveben.
miznebs, mosapovebel informaciasa da gzebs. SeTavazebaSi aseve aRniSnuli
unda iyos kvlevis xarjebi.
imisaTvis rom menejerebisaTvis saWiro informaciis Segroveba moxdes,
SesaZloa gamoyenebul iqnas meoreuli monacemebi, pirveladi monacemebi, an
orive erTad. meoreuli monacemebi aris informacia, romelic ukve arsebobs da
Segrovebulia sxva miznebisaTvis. pirveladi monacemebi aris informacia,
romelsac mocemuli miznisaTvis agroveben.
meoreuli monacemebis Segroveba. Tavidan, mizanSewonilia meoreuli monacemebis SegrovebiT dawyeba. amisaTvis sasargeblo wyaros kompaniis Sida
monacemTa baza warmoadgens, Tumca kompaniis gareT arsebobs informaciuli
wyaroebis farTo arCevani (cxrili 4.1).
kompaniebs SeuZliaT Seisyidon meoreuli monacemebi.10 magaliTad, kompania
onlainmonacemTa
Information Resources Inc. yidis supermarketebSi Sesyiduli saqonlis skanirebis
baza (Online databases)
monacemebs. am monacemebis saSualebiT SesaZlebelia aSS-is 55000 ojaxis
informaciis kompiSesyidvebis sixSiris, brendis erTgulebisa da myidvelis demografiuli
uteruli wyaroebi,
monacemebis Sefaseba. kompania Yankelovich and Partners-i yidis informacias
romlebic xelmisawvmniSvnelovani socialuri da cxovrebis stilis tendenciebis Sesaxeb. aseT
domia komerciuli
firmebs gaaCniaT maRali xarisxis monacemebi, romlebic mravali marketinguli
onlain saSualebekvlevis miznebs saWiro informaciiT uzrunvelyofs.
biT an internetiT.
komerciuli, onlainmonacemTa bazis gamoyenebac aris SesaZlebeli.
CompuServe-ma, Dialog-ma da LEXIS-NEXIS-ma marketologebs warmoudgeneli moculobis informacia pirdapir `cxvirwin~ ganuTavsa. komerciuli veb-gverdebis
garda, TiTqmis yvela biznesasociacia, samTavrobo saagento, biznespublikacia
da sainformacio saSualebebi ufaso informacias sTavazoben sazogadoebas.
dResdReobiT, monacemebs imdenad bevri veb-gverdi
awvdis, rom maT Soris Sesaferisis povna Zalian
Znelia.
meoreuli monacemebis mopoveba ufro nakleb
drosa da xarjebs moiTxovs, vidre pirveladis.
magaliTad, Campbell-is SemTxvevaSi, saWiro monacemebis mopoveba internetisa da onlain monacemTa
bazis saZieblis saSualebiT ufro swrafad da
mcire danaxarjebiT moxdeba. pirveladi monacemebis Sesagroveblad ki saWiroa Tveebi da aTasobiT dolari. agreTve, xandaxan meoreuli wyaroebiT
xdeba iseTi saxis monacemebiT uzrunvelyofa,
romelTa Segroveba erTi kompaniisaTvis sakuTari
saxsrebiT SeuZlebelia. magaliTad, Cembell-Tvis
sakmaod did TanxebTan iqneba dakavSirebuli
sacalo maRaziis grZelvadiani auditis marTva,
raTa gaarkvios konkurentebis sabazro wili,
fasebi da
brendis maCveneblebi. magram mas
SeuZlia Information Resources Inc.-gan InfoScan-is mier
mopovebuli monacemebi Seisyidos.
meoreul monacemebSi SesaZloa saWiro
informacia, ubralod, ar arsebobdes – meoreuli
wyaroebi iSviaTad uzrunvelyofen mkvlevarebs
maTTvis saWiro yvela monacemiT. magaliTad, Tu
Cambell-i bazarze wvnians axali SefuTviT ar
ganaTavsebs, igi momxmareblis reaqciis Sesaxeb
informacias ver moi povebs. im SemTxvevaSic, Tu
monacemebs moiZieben, SesaZloa ver gamoiyenon.
mkvlevarebma dakvirvebiT unda Seafason meoreuli
monacemebi, raTa
darwmundnen
mis
SesatyvisobaSi (ramdenad Tanxvdeba proeqtis
■ onlainmonacemTa bazis iseTma momsaxurebam, rogoric
saWiroebebs), sizusteSi (saimedod Segrovebuli
aris Dialog-i, marketologebs warmoudgeneli moculobis
da aRricxuli), siaxleSi (sakmarisad ganaxlebuinformacia pirdapir `cxvirwin~ ganuTavsa. Dialog-ma ìnlia Tu ara) da miukerZoeblobaSi (obieqturad
formacia, romelic Secvlis an mTlianad msoflios, an
Segrovebuli
da aRricxuli).
kerZod Tqvens garemos~, Tqvens TiTebTan ganaTavsa.
Tavi 4
cxrili 4.1
117
SerCeuli kompaniis gareT arsebuli sainformacio wyaroebi
biznes monacemebi:
AC Nielsen korporacia (www.acnielsen.com) uzrunvelyofs supermarketebis skanerebis mier aRricxul monacemebs
gayidvebis, bazris wilisa da sacalo vaWrobis fasebis Sesaxeb; saojaxo Sesyidvebis monacemebi; monacemebi
satelevizio mayureblebis Sesaxeb.
Information Resources Inc. (www.infores.com) uzrunvelyofs supermarketis skaneris monacemebs sasursaTo produqtebis
moZraobisa da axali produqtebis Sesyidvis Sesaxeb.
Arbitron (www.arbitron.com) uzrunvelyofs informacias adgilobriv bazrebze da internetradios msmenelebsa da
sareklamo xarjebze.
NDC Health Information Service (www.ncdhealth/com) uzrunvelyofs informacias medikamentebis, laboratoriuli
nivTebisa da individualuri zrunvis produqtebis Sesaxeb.
Simmons Market Research Bureau (www.smrb.com) uzrunvelyofs SerCeul bazrebze produqciis 400 kategoriis
momxmarebelTa qcevis analizs.
Dun & Bradstreet (www.dnb.com) monacemTa baza, romelic moicavs informacias msoflioSi 50 milionze meti individualuri kompaniis Sesaxeb.
Media Metrix (www.mediametrix.com) msoflioSi arsebuli internetisa da cifruli mediis momxmarebelTa geodemografiuli analizi.
Dialog (http://library.dialog.com) sTavazobs ABI/INFORM-is xelmisawvdomobas. monacemTa baza, romelic moicavs samecniero naSromebs 800-ze meti samecniero Jurnalidan.
LEXIS-NEXIS (www.lexis-nexis.com) statiebi biznesis, momxmareblebis qcevisa da marketinguli publikaciebidan,
amasTan erTad, firmebis, industriebis, tendenciebisa da teqnologiebis Tvalyuris devneba.
CompuServe (www.compuserve.com) uzrunvelyofs biznes da samomxmareblo bazrebis demografiis, samTavrobo
moxsenebebisa da patentis Canawerebis, agreTve, sagazeTo statiebisa da kvlevis angariSebis monacemTa bazebis
xelmisawvdomobas.
Dow Jones Interactive (www.djinteractive.com) aqcioneruli da kerZo kompaniebis Sesaxeb detaluri finansuri, istoriuli da saeqspluatacio informacia.
Hoover's Online (www.hoovers.com) uzrunvelyofs biznesis daxasiaTebebs, zogad monacemebs finansuri mdgomareobis
Sesaxeb da msoflios msxvil kompaniebTan dakavSirebul siaxleebs.
CNN (www.cnn.com) aSS-sa da msoflio siaxleebi.
American Demographics (www.americandemographics.com) uzrunvelyofs informacias aSS-Si arsebuli demografiuli tendenciebis Sesaxeb.
samTavrobo monacemebi:
fasiani qaRaldebisa da savaluto operaciebis komisiis Edgar-is monacemTa baza (www.sec.gov) monacemTa baza aSSis korporaciebis Sesaxeb.
mcire biznesis administracia (www.sba.com) informacia mcire biznesmenTaTvis.
federaluri vaWrobis komisia (www.ftc.com) momxmarebelTa dacvasa da monopoliur kanonebTan dakavSirebuli
instruqciebi da gadawyvetilebebi.
Stat-USA (www.stat-usa.gov) asaxavs aSS-is biznesisa da saerTaSoriso vaWrobis statistikas.
U.S.Census (www.census.gov) aSS-is mosaxleobis detaluri statistikuri monacemebi da tendenciebi.
aSS-is patentisa da savaWro markebis ofisi (www.uspto.gov) informacia savaWro markebisa da patentebis Sesaxeb.
internetmonacemebi:
Cyber Atlas (hptt://cyberatlas.internet.com) informacia internetisa da misi momxmareblebis Sesaxeb, momxmareblebidan elkomerciamde.
Interactive Advertising Bureau (www.iab.net) statistikuri monacemebi internetreklamirebis Sesaxeb.
Jupiter Research (www.jupiterresearch.com) veb-moZraobis kontroli da yvelaze popularuli saitebis klasifikacia.
pirveladi monacemebis Segroveba. kvlevis dasawyebad meoreuli monacemebiT
xelmZRvanelobas kargi Sedegi moaqvs da xSirad misi saSualebiT xdeba problemis sabolood identificireba da miznebis gansazRvra. rogorc meoreuli
monacemebis SemTxvevaSi, aseve pirveladi monacemebis Segrovebis dros monacemebi unda iyos Sesatyvisi, zusti, axali da miukerZoebeli. cxrili 4.2
gviCvenebs, rom pirveladi monacemebis Segrovebis dros Semdegi gadawyvetile-
118
nawili meore
cxrili 4.2
pirveladi monacemebis Segrovebis dagegmva
kvlevis
saxeoba
dakavSirebis
meTodebi
SerCevis
gegma
kvlevis
saSualebebi
dakvirveba
fostiT
amonakrebis erTeuli
kiTxvari
gamokiTxva
telefoniT
amonakrebis zoma
meqanikuri instrumentebi
eqsperimenti
pirispir
SerCevis procedura
internetiT
bebis miReba xdeba kvlevis saxeobis, dakavSirebis meTodis, SerCevis gegmisa da
kvlevis saSualebebis Sesaxeb.
dakvirveba
(Observational research)
kvlevis saxeoba, romlis drosac pirveladi monacemebis
mopoveba xdeba
Sesatyvis xalxze,
qmedebebsa da situaciebze dakvirvebiT.
kvlevis saxeoba. pirveladi monacemebis Segrovebis kvlevis saxeobebi aris
dakvirveba, gamokiTxva da eqsperimenti. dakvirvebis dros xdeba pirveladi
monacemebis mopoveba Sesabamis xalxze, qmedebebsa da situaciebze dakvirvebiT.
magaliTad, SefuTuli samomxmareblo saqonlis marketologi SesaZloa
ewvios supermarkets da daakvirdes maRaziebSi moxetiale myidvelebs – Tu
rogor eZeben TavianTTvis saWiro saqonels, rogor amowmeben SefuTvas, ras
akvirdebian saqonlis SerCevisas da rogor iReben SeZenis gadawyvetilebas.
banki axali filialis gaxsnisas im arealSi akvirdeba SesaZlo adgilebs da
mdgomareobas, afasebs transportis moZraobasa da konkurenti bankebis filialebis arsebobas. Fisher-Price-ma laboratoriac ki daaarsa, sadac axal saTamaSoebze patara bavSvebis reaqcias akvirdebian.
Fisher-Price-is saTamaSoebis gamosacdeli laboratoria aris
mziani, mimofantuli saTamaSoebiT savse garemo, sadac 1961 wlidan
iRbliani bavSvebi Fisher-Price-is saTamaSoebis sacdel modelebs
amowmeben. dRes sami biWi da sami gogo, yvela oTxi wlis asakis,
miiCqaris Sesasvlelisken. ori biWi mSvidad, magram sakmaod mtkiced,
eqaCeba axali, distanciuri marTvis manqanas – uaxles produqts.
gogonebi ki srialeben, raTa gaCerdnen patara Tojinebis saxlTan.
calmxrivad daburuli minis miRma ki saTamaSoebis dizainerebi
yuradRebiT Seiswavlian bavSvebis moZraobebs, xandaxan gamodian da
maTTan erTad TamaSoben kidec. laboratoriaSi saTamaSoebis Seqmna
da (Semowmebulis) ganadgureba harmoniulad erwymis erTmaneTs. am
bavSvebTan erTad rvakviriani ganxilvis Sedegad dizainerebi aTobiT
saTamaSos amowmeben da mouxerxebel modelebs iwuneben. amis Semdeg,
Sedegebis gadasinjvis Sedegad, am saTamaSoebidan bavSvebisaTvis yvelaze misaRebi amoirCeva.11
■ dakvirveba: Fisher-Price-ma Seqmna saTamaSoebis gamosacdeli laboratoria, sadac mas SeuZlia daakvirdes patara bavSvebis
reaqciebs axal saTamaSoebze.
Tavi 4
119
dResdReobiT, bevri kompania iyenebs eTnografiul kvlevas, rac mkvlevaris
mier momxmareblebisTvis maTsave `bunebriv garemoSi~ dakvirvebas gulisxmobs.
mkvlevarebi momxmarebels axlodan akvirdebian, raTa Seiswavlon, rogor
iyeneben da ras fiqroben isini gansazRvrul produqtsa Tu momsaxurebaze.
ganvixiloT Semdegi magaliTi.
oTxi wlis win, Sunbeam-s surda Tavisi Coleman-is brendis (kompania cnobilia misTvis damaxasiaTebeli muqi mwvane SefuTuli
farnebiTa da wiTeli macivrebiT) gafarToeba gazze momuSave mayalis
gamoSvebiT. magram kompaniis menejmenti ver wyvetda, Tu rogori
dizainiT daemzadebinaT da bazris ra pozicia daekavebinaT. saaTobiT
Catarebuli fokus-jgufebisa da auracxeli kvlevis Sedegad
miRebuli monacemebi TiTqos sakmarisi ar iyo. `Cven vicodiT, rom
Zalian bevr adamians uyvarda mayalze Semwvari xorci, gansakuTrebiT
ki kacebs, _ ambobs Sunbeam-is marketologi, _ magram isini (momxmareblebi) am siyvarulis mizezs ver xsnidnen.~ Sunbeam-is menejmentma
daxmarebisaTvis eTnografiul kvlevas mimarTa. mkvlevarebma moimarjves kamerebi da am produqtis moxmarebis adgilisken gaeSurnen. es ki
saxlis ukana ezo aRmoCnda, sadac mayali dgas da madis aRmZvreli
mwvadebi iwveba. mayalis garSemo Sekrebil biWebze dakvirvebam da
maTi laparakis mosmenam gundi sabolood swor gzaze daayena: mayalis mTavari datvirTva mxolod hamburgeris an hoT-dogis momzadeba
ar aris. is aris ojaxis Sekrebis `Tbili~ adgili. Sesabamisad,
Coleman-is mayalis dizaini da stimulireba ise SeirCa, rom potenciur
myidvelebSi ojaxis nostalgia gamoewvia. kompaniam grilis pozicionireba moaxdina, rogorc `gantvirTvis rituali, rodesac xorcis
Sewva aris scena~, romelic ùkana ezos oazisSi~ xdeba. Coleman-is mayalma gayidvaSi gatanis pirvelive wels kompanias 50 milioni
dolaris Semosavali moutana. Sunbeam-is istoriaSi produqciis es
seria erT-erT yvelaze warmatebul nabijad iqca.12
xSirad, eTnografiuli kvleva iseTi saxis farul detalebs avlens, romlebic tradiciuli fokus-jgufebisaTvis SeumCnevelia. momxmarebelTa
Sesyidvis qcevis ufro Rrmad gansaWvretad erT-erTma kompaniam sacalo
maRazia Seqmna, romelic eTnografiuli kvlevebis laboratoriis funqcias
atarebs (ix. marketingi muSaobis procesSi 4.1).
bevri kompaniis mier informaciis Segroveba meqanikuri dakvirvebiT xdeba,
rac danadgarebisa da kompiuterebis saSualebiT xorcieldeba. magaliTad,
Nielsen-is mediakvlevisas SerCeul saxlebSi, televizorebTan ayenebs mayureblis sazoms (people meter), raTa Caiweros, vin romel programas uyurebs. sxva kompaniebi salaros angariSsworebis skaners iyeneben, raTa myidvelTa SenaZenebi
aRricxon. am monacemebis safuZvelze ki mwarmoeblebi da sacalod movaWreebi
afaseben gayidvebisa da TiToeuli maRaziis muSaobis maCveneblebs. kompania
MediaMetrix-i personalur kompiuterebze specialur programas ayenebs, romelic
momxmareblis mier nanax veb-gverdebs aRricxavs. amis safuZvelze ki qveyndeba
yvelaze reitinguli veb-gverdebis nusxa.
dakvirvebiTi kvlevis saSualebiT SesaZlebelia iseTi informaciis
mopoveba, romlis gadmocema momxmarebels an ar surs, an ar SeuZlia. zogierT
SemTxvevaSi, dakvirveba SesaZloa erTaderTi gza iyos saWiro informaciis
mosapoveblad. da piriqiT, zogjer rameze dakvirvebis warmoeba ubralod
SeuZlebelia, magaliTad, grZnobebze, damokidebulebaze, motivebsa da kerZo qcevaze. aseve rTulia xangrZlivi da iSviaTi qcevis Seswavlac. aseTi dabrkolebebis gamo mkvlevarebi, dakvirvebasTan erTad, monacemTa Segrovebis sxva
meTodebsac iyeneben.
gamokiTxva aris pirveladi monacemebis SegrovebisaTvis yvelaze farTod
gamoyenebadi meTodi. igi aRweriTi kvlevisTvis monacemebis Sesagroveblad
saukeTeso midgomaa. kompanias, romelsac surs, Seityos xalxis codnis,
damokidebulebebis, upiratesobebis an Sesyidvis qcevis Sesaxeb, amis garkveva
xSirad pirdapiri gamokiTxvebis saSualebiT SeuZlia.
zogierTi firma marketologebs erTwyaroiani monacemTa sistemis
saSualebiT Sesyidvaze ufro amomwuravi informaciiT uzrunvelyofs. es sistemebi iwyeba momxmarebelTa panelebis (frTxilad SerCeul momxmarebelTa
gamokiTxva (Survey
research)
monacemebis Segroveba mosaxleobis
gamokiTxviT maTi
codnis, damokidebulebebis, upiratesobebisa da Sesyidvis qcevis Sesaxeb.
erTwyaroiani
monacemTa sistema
(Single-source data
systems)
monitoringis eleqtronuli sistema,
romelic momxmareblis reaqcias satelevizio reklamasa
da stimulirebaze
(gamovlenili e.w.
satelevizio mricxvelebiT) akavSirebs
maT mier maRaziebSi
ganxorcielebul
SesyidvebTan (romlebic ganisazRvreba
maRaziebSi ganTavsebuli sakaso skanerebis CvenebebiT).
120
nawili meore
4.1
sacalo movaWre OnceFamous-i: momxmareblebze dakvirveba
maTTvis Cveul garemoSi
maSin rodesac kamerebi moZraobas afiqsireben, mikrofonebi TiToeul sityvas iWeren. yvela kunWulSi mokalaTebuli damkvirveblebi TiToeul
moZraobas iweren. es ra, kinoakademiis
dajildoebis wina proceduraa Tu
samefo ojaxze paparacebis TvalTvali? ara, es yovelive sacalo vaWrobis
maRazia OnceFamous-Si xdeba da damkvirveblebi da mikrofonebi momxmareblebisA SeswavliT arian dakavebulni.
OnceFamous-i aris unikaluri eTnografiuli laboratoria, sadac momxmarebelTa qcevis Seswavla bunebriv
garemoSi xdeba. miuxedavad imisa, rom
misi dizaini Cveulebrivi sacalo
maRaziisaTvis damaxasiaTebelia, igi
nebismier gansazRvrebas imsaxurebs,
garda Cveulebrivisa. maRazia
OnceFamous-Si monawileebze Tvalyuris devneba yvela kuTxidan xorciel-
deba. maSin, rodesac gamyidvelebi potenciur myidvels esaubrebian,
eTnografebi Seminuli sarkeebidan
maTze dakvirvebas awarmoeben. maRaziis
TanamSromlebi – rogorc oTaxebSi,
aseve minis miRma – Seiswavlian momxmarebelTa kaprizebs, maRaziaSi xetialsa da Sesyidvis qcevebs. maRaziaSi
monawileebs xuTi kamera adevnebs
Tvalyurs – afiqsirebs maT Rimilian
Tu moRuSul saxeebs. damaluli, sensoruli mikrofonebi iweren TiToeul
gamoTqmas, myidvelebis gamyidvelebisadmi dasmul SekiTxvebs, megobrebTan
gakeTebul ukmayofilo komentarebs
da a.S. mogvianebiT ki mkvlevarebi naxuloben firs da TiToeuli myidvelis
qcevas aanalizeben.
miuxedavad imisa, rom yovelive es
momxmareblis piraduli samyaros xelyofas hgavs, aq ar dgas ùfrosi Zmis~
problema (ùfrosi Zma~ _ pirovneba,
romelic xalxis gakontrolebas cdilobs). maRaziaSi SesamCnev adgilas
ganTavsebuli ganaTeba myidvelebs atyobinebs, rom maRazia `sacdel mdgomareobaSi~ imyofeba. iseTi myidvelebisaTvis ki, romlebsac ara aqvT survili, gaxdnen dakvirvebis sagani, damatebiTi niSania ganTavsebuli warweriT
_ `gTxovT, gvewvioT am niSnis moxsnis
Semdeg~.
es 2003 kvadratul futze gadaSlili sacalo maRazia mineapolisSi
ganTavsebuli sareklamo saagento
Fame-is nawarmia. 2001 wlis bolos
qalaqis biznescentris gadatvirTul
samanqano estakadaze Fame-ma unikaluri kvleviTi laboratoria gaxsna.
ucnauri baliSebiTa da xelnakeTi nivTebiT daxunZluli maRazia sxvadasxva
kategoriis myidvelis yuradRebas iq-
myidvelebze dakvirveba maTTvis Cveul garemoSi: OnceFamous-i aris sacalo maRazia, romelic momxmareblis qcevis
ukeT ganWvretisaTvis eTnografiuli laboratoriis rols asrulebs.
jgufebi, romlebmac mimdinare kvlevaSi monawileobaze Tanxmoba ganacxades)
gamokiTxviT. Semdeg gamokiTxuli momxmareblebis Sesyidvis procesisa da
sxvadasxva marketinguli saqmianobis eleqtronuli kontroli xorcieldeba.
gamokiTxvisa da monitoringis mier miRebuli monacemebis SerwymiT ukeTesi
warmodgena uyalibdeba kompanias momxmareblis niSan-Tvisebebze, damokidebulebebsa da Sesyidvis qcevaze.
gamokiTxvis mTavari upiratesoba moqnilobaa – misi gamoyeneba SesaZ-lebelia bevr sxvadasxva situaciaSi da bevri sxvadasxva saxis informaciis mosa-
Tavi 4
cevs. maRaziis Cveulebriv inventarTan
erTad, aq aris sacdeli produqtebis
cvalebadi asortimenti, dawyebuli
ornamentebidan, damTavrebuli Cvilis
sasacilo sportuli tansacmliT.
rodesac saqme exeba momxmarebelTa
kvlevas, OnceFamous-i uaryofs sterilur, xelovnur oTaxebs, romlebic azrTa kvlevis dros gamoiyeneboda.
piriqiT, OnceFamous-is mkvlevarebi
myidvelebs maTTvis bunebriv garemoSi
akvirdebian. faqtobrivad, OnceFamous-i
sxva maRaziebis msgavsad funqcionirebs – igi mudmivad `sacdel mdgomareobaSi~ ar imyofeba da gayidvebidan
Semosavalsac ki iRebs. xSirad, aseTi
eTnografiuli kvlevebis dros iseTi
aRmoCenebi keTdeba, romelTa gamovlenasac tradiciuli gamokiTxva an
fokus-jgufi ver axerxebs.
Fame-sa da mis klientebs es maRazia exmareba, gaigon fenomeni, rasac
myidveli hqvia. zogadad, sacalo movaWreebma ician, Taroebze ra produqcia
aqvT ganTavsebuli da ra eyidebaT.
magram maT naklebad esmiT iseTi idumali, xSirad aramyari yidvis procesisa, romelic Taros salarosTan akavSirebs. ra mizeziT aSterdeba
myidveli erT Taros, xolo mis gverdiT mdgars ki Tvalsac ar Seavlebs.
ra aiZulebs adamians, xelSi aiRos
produqti, Seamowmos igi, ukan dados
da wavides, mogvianebiT dabrundes,
kvlav aiRos xelSi da bolos iyidos
igi? ra gavlenas axdens yidvis gadawyvetilebaze megobris, meuRlis an gamyidveli personalis Tuneblie an
gamiznuli komentari?
Fame-is mier Segrovebuli video
da audiomonacemebi marketlogebs exmareba, momxmareblis Sesaxeb odnav ufro meti Seityon. gaigon, Tu ra zegavlenas axdens masze sacalo maRaziaSi
sensoruli da socialuri miniSnebebis siuxve. `Sesyidvis oTxmocdaaTi
procenti impulszea gaTvlili, _ acxadebs jeri questi, Fame-is strategiuli ganviTarebis vice-prezidenti, _
gadawyvetilebis miRebisas Cven, marTlac, axlos vdgavarT myidvelTan”.
OnceFamous-is maRaziaSi TiToeuli
produqtis ganTavsebis xarji 40 000dan 200 000 dolaramde meryeobs.
miuxedavad imisa, rom OnceFamous-i
saxlis avejisa da saCuqrebis butikia,
sul raRac ramdenime dReSi mas sxva
kategoriis produqtebis maRaziad
gadaqceva SeuZlia.
OnceFamous-is eqsperimentebma saintereso detalebi gamoaaSkarava imis
Sesaxeb, Tu rogor dadis xalxi sayidlebze, magaliTad, gansxvaveba qalisa
da mamakacis yidvis midgomebs Soris.
`rodesac qali poulobs imas, rac
moswons, igi mas aTvalierebs, _ ambobs
questi, _ mamakaci ki imas uyurebs, rogor aris igi damzadebuli da rogoria misi konstruqcia. mamakaci dgas
da am sagans akvirdeba, magram qali
ver iTmens da saqonels xelSi atrialebs.” aseTi sxvaoba ukavSirdeba bavSvobis gamocdilebas. xSirad dedebi
eubnebian TavianT vaJebs, rom sayidlebze siarulis dros Tavi unda Seikavon da xelebi gaaCeron. Sedegad ki,
ukve zrdasrul asakSi, mamakacebi gulwrfeli SeTavazebis gareSe arcTu
xSirad iReben saqonels xelSi. qaliSvilebi ki, romlebic sayidlebze dedebTan erTad dadian, piriqiT, produqts,
dedebis msgavsad, misi Semowmebis Sedegad afaseben.
am Sedegebis gaTvaliswinebiT, bevri maRazia cdilobs, qalsa da mamakacs sxvadasxvagvarad moemsaxuros.
iseTi maRaziebi, rogorebic aris
Brookstone da Sharper Image, romlebic
ZiriTadad mamakacebze arian orientirebuli, produqtis dizainisa da
konstruqciis Sesaxeb detalur informacias uzrunvelyofen. maT ganTavsebuli aqvT maniSneblebi, sadac myidvels sTxoven, TiTi daaWiron Rilaks,
Seamowmon produqtis garkveuli funqcia da dasvan SekiTxvebi. amis sapirispirod ki, Pottery Barn-i qalebis farTo
sazogadoebisTvis Tavis produqcias
mimzidvel iers aniWebs. myidvels saSualebas aZlevs, produqtebi sakuTar
saxlSi ganlagebuli warmoidginos,
ufro axlodan Seamowmos da aRmoaCinos, risi `Tqma~ SeuZliaT maT.
erT-erTi kvlevisas aRmoCnda, rom
myidveli Zlier reagirebs ferebze.
Once Famous-is mkvlevarebma Caatares
eqsperimenti, ganaxorcieles sami calkeuli gayidva, samiveSi figurirebda
erTnairi saqoneli da erTnairi aRniSvnebi. maT Soris erTaderTi gansx-
vaveba iyo feri. lurji da mwvane aRniSvnebis mqone saqonelma marcxi ganicada, maSin rodesac wiTeli aRniSvnebis mqonem myidveli miizida. daskvna? myidvelisaTvis civi ferebi, maT
Soris lurji da mwvane, maRal fasTan asocirdeba, xolo Tbili ferebi,
rogorebic aris wiTeli da yviTeli _
dabal fasebTan. myidveli imdenad did
yuradRebas aqcevs Tbil ferebs, rom
maRaziis siRrmeSi ganlagebuli wiTeli an yviTeli aRniSvnebi myidvels
izidavs.
erT-erTi sacalo movaWre ganicdida, rom maRaziaSi Sesuli myidveli
marjvniv wasvlis nacvlad marcxniv
iRebda gezs. zogadad, kvlevebi aCvenebs, rom 10 myidvelidan 9 maRaziaSi
Sesvlisas marjvniv uxvevs. OnceFamousma Caatara cda da maRaziis marcxena
mxares ganaTavsa buxari. aRmoCnda, rom
buxris gamo 10 myidvelidan 8 marcxniv
gaemarTa.
SesaZloa OnceFamous-i aris kvlevis aseTi saxeobis pirveli laboratoria, magram igi sulac ar aris ukanaskneli. analitikosebi varaudoben,
rom aseTi detaluri `sacalo eTnografiuli~ laboratoriebis ricxvi
gaizrdeba, radgan sacalo maRaziebis
samyaro sul ufro konkurentuli
xdeba. momxmareblis qcevis ganWvretis
moTxovnilebis SesanarCuneblad Fame
gegmavs erTi analogiuri sacalo
maRaziis gaxsnas.
wyaroebi: keila kokmani, “The Company Store”,
5 ivlisi, 2002, ixileT saitze
www.citypages.com/databank/23/1122/ statia
10444, asp; erik bardi, “Going Retail with Market
Research”, Wired News, 8 agvisto, 2002, p.1; brus
horovici, “Shop, You’re in Candid Camera”, USA
Today., 5 noemberi, 2002, p.1B; timoTi handersoni, “Shopping Guinea Pigs”, Stores, 2002 wlis
dekemberi, ixileT saitze www.stores.org/
archieves/archieves02.html; “Little Shop of Habits,”
NACS (National Association of Convenience Stores)
Online, 8 noemberi, 2002; stefani saimoni,
“Shopping with Big Brother”, Los Angeles Times, 2
maisi, 2002, ixileT www.chikagotribune.com/tecnology/chi-02502 shopping.story; informacia
Segrovebulia www.fameretail.com saitis
saSualebiT, agvisto 2003; da Fame-is
prezidentsa da mTavar kreatiul oficer
Tina vilkoqsTan gasaubrebis Sedegad.
poveblad. Tumca gamokiTxva garkveul problemebTanac aris dakavSirebuli.
zogjer respondentebi dasmul kiTxvebs ver pasuxoben, radgan ar axsovT an
arasdros dafiqrebulan imaze, ras an ratom akeTeben. adamianebma SesaZloa ar
isurvon maTTvis ucnob adamianTan gasaubreba an, maTi azriT, piradul
kiTxvebze pasuxis gacema. imisaTvis, rom ufro Wkviani da informirebuli
adamianis STabeWdileba datovon, respondentebma SesaZloa iseT kiTvebsac ki
upasuxon romlebzedac pasuxi ar ician an interviuerisaTvis sasurveli
pasuxebi gascen. dabolos, saqmianma adamianebma SesaZloa dro ar dakargon an
121
122
nawili meore
eqsperimentuli
kvleva (Experimental
research)
kvlevis saxeoba, romelic moicavs: kvlevis mizanTan Sesatyvisi saeqsperimento
jgufebis SerCevas,
maTze sxvadasxvanair
zemoqmedebas, umniSvnelo faqtorebis
kontrolsa da jgufebis sapasuxo reaqciebis Sefasebas.
es gamokiTxva piradi samyaros xelyofad miiCnion.
maSin rodesac dakvirveba aRmoCeniTi kvlevis, xolo gamokiTxva ki
aRweriTi kvlevis warmoebis saukeTeso saSualebaa, eqsperimentis gamoyeneba
saukeTesoa mizezSedegobrivi kvlevis dros. eqsperimenti moicavs: kvlevis
mizanTan Sesatyvisi saeqsperimento jgufebis SerCevas, maTze sxvadasxvanair
zemoqmedebas, umniSvnelo faqtorebis kontrolsa da jgufebis sapasuxo reaqciebis Sefasebas. amgvarad, eqsperimenti cdilobs, axsnas mizezisa da Sedegis
urTierToba.
magaliTad, meniuSi axali sendviCis damatebamde McDonald’s-ma SeiZleba
gamoiyenos eqsperimenti, rom gansazRvros ori SesaZlo fasis efeqti produqtis gayidvebze. mas SeuZlia axali sendviCi or sxvadasxva qalaqSi
sxvadasxva fasiT waradginos. Tu am qalaqebSi erTi da imave demografiuli
faqtorebis mqone momxmarebeli cxovrobs da orive qalaqSi erTi saxis eqsperimenti Catarda, maSin dafiqsirebuli gansxvaveba sendviCis fasTan iqneba
dakavSirebuli.
dakavSirebis meTodebi. onformaciis Segroveba SesaZlebelia fostis, telefonis, pirispir gamokiTxvebis an eleqtronuli saSualebebis gamoyenebiT.
cxrili 4.3 TiToeuli dakavSirebis meTodis Zlier da sust mxareebs
gviCvenebs.
safosto gamokiTxvis saSualebiT SesaZlebelia didi moculobis informaciis Segroveba. am dros erTi respondentisgan monacemebis Segrovebis xarji
dabalia. pirovnebam SesaZloa piradul SekiTxvebze ufro gulwrfeli
pasuxebi gasces safosto gamokiTxvisas, vidre ucnob interviuerTan pirispir
saubrisas. kidev erTi dadebiTi maxasiaTebeli aris is, rom interviueri
respondentis pasuxebze zegavlenas ar axdens. magram safosto gamokiTxva arc
ise moqnilia (SeuZlebelia respondentisTvis gaugebari kiTxvebis ganmarteba,
damatebiTi SekiTxvebis dasma da a.S.). safosto gamokiTxva xSirad did dros
moiTxovs da gamoxmaurebis procentic – srulad Sevsebuli da interviuerTan
ukan gagzavnili kiTxvarebis ricxvi – xSirad sakmaod dabalia. dabolos, mkvlevari safosto gamokiTxvas sakmarisad ver akontrolebs. Znelia, gaakontrolo,
Tu garkveul safosto misamarTze gagzavnili kiTxvari vin Seavso.
satelefono gamokiTxva aris informaciis swrafad Segrovebis erT-erTi
saukeTeso meTodi da, safosto gamokiTxvasTan SedarebiT, bevrad ufro
moqnili. interviuerebs SeuZliaT Zneli kiTxvebis ganmarteba da, miRebuli
pasuxebidan gamomdinare, zogierTi kiTxvis gamotoveba an maTi sxva
respondentisaTvis dasma. safosto gamokiTxvasTan SedarebiT, gamoxmaurebis
procenti ufro maRalia da interviuerebs SeuZliaT respondentebs saxeliTac
ki mimarTon.
satelefono gamokiTxvis warmoebisas erTi respondentisgan monacemebis
Segrovebis xarji ufro maRalia, vidre safosto gamokiTxvis dros. agreTve,
SesaZloa xalxma ar moindomos interviuerebTan piraduli sakiTxebis ganxilva. es meTodi Sedegebis damaxinjebasac gulisxmobs – iman, Tu rogor
saubroben interviuerebi, rogor svamen kiTxvebs da sxva faqtorebma, SesaZloa
cxrili 4.3
dakavSirebis meTodebis susti da Zlieri mxareebi
fosta
telefoni
pirispir
interneti
moqniloba
dabali
kargi
saukeTeso
kargi
monacemTa raodenoba, romelTa
Segroveba SesaZlebelia
kargi
zomieri
saukeTeso
kargi
interviueris efeqtis kontroli
saukeTeso zomieri
dabali
zomieri
amonakrebis kontroli
zomieri
saukeTeso
zomieri
dabali
monacemTa Segrovebis siCqare
dabali
saukeTeso
kargi
saukeTeso
gamoxmaurebis procenti
zomieri
kargi
kargi
kargi
xarjebi
kargi
zomieri
dabali
saukeTeso
wyaro: adaptirebulia wignidan Marketing Research: Measurement and Method, 7th ed., by Donald S. Tull and Dell Hawkins. saavtoro ufleba 1993 Macmillan Publishin Company-is.
Tavi 4
123
respondentebis pasuxebze gavlena iqonios. dabolos, sxvadasxva interviuerma
SesaZloa pasuxebi sxvadasxvanairad axsnas da Caweros. drois simciris gamo
ki zogierTma interviuerma respondenti SeiZleba bolomde arc ki gamokiTxos
da pasuxi, motyuebiT, TviTon Caweros.
pirispir gamokiTxva orgvaria – individualuri da jgufuri. pirispir
individualuri gamokiTxva gulisxmobs xalxTan gasaubrebas saxlebSi an
ofisebSi, quCaSi an maRaziebis galereaSi. intervius warmoebis es forma fokus-jgufis
moqnilia. momzadebul interviuerebs SeuZliaT gamokiTxvis marTva, rTuli interviu (Focus group
kiTxvebis ganmarteba da, garemoebebidan gamomdinare, axali sakiTxebis aRmoCena. interviewing)
maT SeuZliaT produqtis, reklamis an SefuTvis nimuSebis Cveneba da reaqciasa pirispir gamokiTxva,
an qcevaze dakvirveba. Tumca individualuri interviu SesaZloa samjer da romelic gulisxmobs 6-10 adamianis
oTxjer metad xarjiani aRmoCndes, vidre satelefono interviu.
pirispir jgufuri interviu – momzadebuli moderatori jgufTan, ramdenime saaTiT
romelic 6-dan 10 adamians iTvlis, saubrobs produqtis, momsaxurebis an orga- Tavmoyras, momzadenizaciis Sesaxeb. rogorc wesi, monawileebi daswrebisaTvis mcire gasamrje- bul interviuerTan
erTad, produqtis,
los iReben. moderatori awarmoebs Tavisufal da laR diskusias, im imediT, momsaxurebisa da
rom jgufis urTierTqmedeba gamoaaSkaravebs realur grZnobebsa da azrebs. organizaciis Sesaimavdroulad, moderatori garkveul sakiTxebze amaxvilebs yuradRebas (ganx- xeb sasaubrod. inteilvis `fokusirebas~). aqedan wamovida am meTodis saxeli fokus-jgufis rviueri jgufis disinterviu. mkvlevarebi da marketologebi fokus-jgufis diskusias calmxrivad kusiis fokusirebas
daburuli minis saSualebiT akvirdebian da Semdgomi SeswavlisaTvis axdens mniSvnelovan
sakiTxze.
komentarebs iweren rogorc werilobiT, aseve videoteqnikis gamoyenebiT.
momxmareblebis
azrebisa
da
grZnobebis
gansaWvretad fokus-jgufis gamokiTxva marketinguli
kvlevis erT-erT mTavar iaraRad iqca. fokus-jgufis
Catarebisas, droisa da xarjebis dazogvis mizniT, mcire
amonakrebze xdeba kvleva. Sesabamisad, Sedegebis gavrcoba mTel populaciaze Znelia. imis gamo, rom pirispir
interviuebis dros interviueri meti TavisuflebiT
sargeblobs, Sedegebis
damaxinjebis
albaTobac
maRalia.
dRes bevri mkvlevari cvlis fokus-jgufebis
Catarebis gzebs. zogierTi maTgani videokonferenciis
teqnologias iyenebs, raTa SeZlos manZiliT daSorebuli marketologebis fokus-jgufis monawileebTan
pirdapiri CarTviT dakavSireba. kamerebisa da ormxrivi
mosasmeni sistemebis gamoyenebiT moSorebiT mdebare
darbazSi myof marketologebs SeuZliaT usminon da
uyuron, agreTve, survilisamebr, daakvirdnen rogorc
axlo xediT TiToeul saxes, aseve saerTo xediT mTel
jgufs. zogi mkvlevari cvlis im garemos, sadac fokusjgufi tardeba. momxmarebelTa gantvirTvisa da ufro
realuri pasuxebis misaRebad isini qmnian ufro komfortulsa da gamosakvlevi produqtisaTvis ufro
Sesaferis garemocvas. magaliTad, sasurvelia, kulinariuli produqtebisaTvis fokus-jgufis Catareba samzareulos garemoSi moxdes. an saxlis mowyobisaTvis
fokus-jgufi misaRebi oTaxis interierSi ganTavsdes.
erT-erTi kvleviTi kompania sTavazobs misaRebi oTaxis,
bavSvebis saTamaSo oTaxis, barisa da sasamarTlo darbazis msgavs interierebsac ki.
dRes zogierTi kompania fokus-jgufis diskusiebs
Ria cis qveS awarmoebs. kolejis studentebisaTvis
gankuTvnili axali produqtis Seqmnamde Target-ma ■ fokus-jgufis axali qseli: kolejSi Semsvleli
studentebisaTvis axali pqroduqciis Seqmnamde Target-ma
swored am xerxs mimarTa.
imisaTvis, rom gaegoT kolejis studentebis
Sexeduleba saerTo sacxovreblis oTaxebisTvis
SesaZeni nivTebis Sesaxeb, Target-ma fokus-jgufebis
Casatareblad
sakonsultacio
kompania
Jump
Associates-i daiqirava. Jump-ma umaRles skolaSi
`gasarTobi saRamoebi~ daafinansa, sadac miwveuli
daafinansa `gasarTobi saRamoebi~ umaRles skolaSi,
sadac miiwvies rogorc kolejis pirvelkurselebi,
aseve meorekurselebi, romlebic kargad icnobdnen saerTo sacxovreblis pirobebs. imisaTvis, rom gaegoT
TineijerTa Sexeduleba saerTo sacxovreblis Sesaxeb, Jump-ma moifiqra samagide TamaSi, romelic kolejSi SesvlasTan dakavSirebul sakiTxebs moicavda.
124
nawili meore
iyvnen rogorc kolejis pirvelkurselebi, aseve meorekurselebi, romlebic saerTo sacxovreblis pirobebs kargad icnobdnen. rom gaego
TineijerTa Sexeduleba saerTo sacxovreblis Sesaxeb, Jump-ma
moifiqra
samagido
TamaSi, romelic
kolejSi
SesvlasTan
dakavSirebul sakiTxebs moicavda. TamaSi bunebrivad warimarTa
kolejSi cxovrebis Sesaxeb araformaluri saubriTa da kiTxvebiT. am
process ki Jump-is mkvlevarebi gverdidan akvirdebodnen, xolo
videokamera ki iwerda. kvlevam gaamarTla. gasul wels Target-ma
gamouSva ramdenime produqti, romlebic kolejis studen-tebisaTvis
iyo gamiznuli: samzareulo erT ko-lofSi (kolejis pirobebSi
saWmlis mosamzadeblad saWiro ZiriTadi aqsesuarebi), abazana erT
kolofSi, samrecxao CanTa da a.S.13
onlainmarketinguli
kvleva (Online
marketing research)
internetgamokiTxvebisa da onlainfokusjgufebis meSveobiT
pirveladi monacemebis mogroveba
amonakrebi (Sample)
populaciis erTi
segmenti, romelic
SerCeulia mTliani
populaciis warmosadgenad.
sakomunikacio teqnologiebis ganviTarebam respon-dentebTan dakavSirebis
axali gzebi gamoavlina. erT-erTi maTgani aris satelefono gamokiTxva kompiuteris daxmarebiT (Computer-Assisted Telephone Interviewing (CATI)), romlis drosac
interviueri zis kompiuterTan, ekranze amosul kiTxvebs telefoniT ukiTxavs
respondents da misi pasuxebi kompiuterSi Seaqvs. meore aris (Completely
Automated Telephone Surveys (CATS)) avtomaturi satelefono gamokiTxva, rodesac
respondetebTan kompiuteri rekavs da winaswar Caweril kiTxvebs usvams.
pasuxebi Seyvanilia xmis an telefonis sensoruli panelis saSu-alebiT. sxva,
maRali teqnologiis meTodebs gane-kuTvneba: fostiT dagzavnili diskebi,
gamokiTxva eleqtronuli fostiT da kompiuterze dafuZnebuli gamokiTxva
faqsiT.14
marketingul kvlevaze zegavlena internetmac moaxdina. marketologebi
pirveladi monacemebis SegrovebisaTvis sul ufro xSirad iyeneben axal
meTods – onlainmarketingul kvlevas – internetiT gamokiTxvebi, internetiT
eqsperimentebi da onlain-fokus-jgufebi. tradiciul meTodebTan SedarebiT,
onlainfokus-jgufebis upiratesobaa dabali xarji, respondentebTan siaxlove
da procesis siswrafe. TumcaRa, miuxedavad imisa, rom onlainkvleva sakmaod
damaimedebelia da zogierTi analitikosi imasac ki amtkicebs, rom sul male
marketinguli kvlevis umTavresi iaraRi interneti gaxdeba. sxvebs amasTan
dakavSirebiT ufro frTxili mosazreba gaaCniaT. internetis saSualebiT marketinguli kvlevis warmoebis upiratesobebi, uaryofiTi mxareebi da perspeqtivebi ganxilulia CanarTSi _ marketingi muSaobis procesSi 4.2.
SerCevis gegma. xSirad, daskvnebi momxmarebelTa didi jgufis Sesaxeb keTdeba
populaciis patara amonakrebis Seswavlis safuZvelze.. amonakrebi aris populaciis erTi segmenti, romelic SerCeulia mTliani populaciis warmosadgenad. idealuri amonakrebi aris warmomadgenlobiTi amonakrebi, rac marketologebs swor Sefasebas aZlevs ufro didi populaciis fiqrebsa da
qcevebze.
amonakrebis SerCevisaTvis saWiroa sami saxis gadawyvetilebis miReba.
pirveli _ vin unda iqnas gamokiTxuli? (romeli amonakrebis erTeuli?) am
kiTxvaze naTeli pasuxis gacema yovelTvis ar aris SesaZlebeli. magaliTad,
saojaxo avtomobilis SesyidvisaTvis gadawyvetilebis miRebis procesis
Sesaswavlad mkvlevarma unda gaigos qmris, colis, ojaxis sxva wevrebis, dilerebisa Tu yvelas azri? mkvlevarma unda gadawyvitos, ra informacia sWirdeba
da vin ufro kompetenturia amisaTvis.
meore _ ramdeni adamiani unda gamokiTxon? (amonakrebis sididis
gansazRvra). ufro didi amonakrebi bevrad ufro utyuar Sedegebs iZleva,
vidre patara, Tumca utyuari Sedegebis misaRebad aucilebeli ar aris mTliani
miznobrivi bazris an Tundac misi didi nawilis SerCeva. xSirad, kargad
SerCeuli mosaxleobis Tundac erT procentze naklebi amonakrebi sakmaod
utyuar Sedegebs iZleva.
mesame _ rogor unda moxdes xalxis SerCeva amonakrebisaTvis? (SerCevis
rogori procedura aris saWiro?) cxrilSi 4.4 mocemulia amonakrebis
sxvadasxva ti pi. albaTobiT SerCeuli amonakrebisas populaciis TiToeul
wevrs aqvs Tanabari Sansi, amonakrebSi moxvdes da mkvlevarebs SeuZliaT
SerCevis cdomilebis sandoobis zRvrebis gamoTvla. magram, rodesac
SemTxveviTi SerCeva did xarjebsa da did dros moiTxovs, marketologebi
xSirad miznobrivad SerCeuli amonakrebis meTods mimarTaven, miuxedavad imisa,
Tavi 4
cxrili 4.4
amonakrebis ti pebi
albaTobiT SerCeuli amonakrebi
martivi SemTxveviTi amonakrebi
mosaxleobis TiToeul wevrs seleqciis Tanabari Sansi
gaaCnia.
stratificirebuli SemTxveviTi
amonakrebi
mosaxleoba dayofilia urTierTgamomricxav jgufebad
(rogoric aris asakobrivi jgufebi) da TiToeuli jgufidan irCeva SemTxveviTi amonakrebi.
klasteruli (adgilobrivi)
amonakrebi
mosaxleoba dayofilia urTierTgamomricxav jgufebad
(magaliTad, kvartlebis mixedviT) da interviusaTvis
mkvlevari jgufis amonakrebs adgens.
miznobrivad SerCeuli amonakrebi
moxerxebuli amonakrebi
informaciis mopovebisTvis mkvlevari mosaxleobisagan
misTvis yvelaze mosaxerxebel wevrebs irCevs.
msjelobiTi amonakrebi
mkvlevari sakuTari Sexedulebisamebr irCevs mosaxleobis wevrebs, romlebic zusti informaciis misaRebad
perspeqtiulebi arian.
kvotirebuli amonakrebi
arsebuli ramdenime kategoriidan mkvlevari axdens gansazRvruli raodenobis respondentis gamokiTxvas.
rom am SemTxvevaSi SerCevis cdomilebis gamoTvla SeuZlebelia.
kvlevis saSualebebi. pirveladi monacemebis Segrovebisas mkvlevarebs
SeuZliaT gamoiyenon kvlevis ori saSualeba – kiTxvari da meqanikuri instrumentebi. kiTxvari yvelaze miRebuli saSualebaa, miuxedavad imisa, warimarTeba
igi pirispir, fostis, telefonisa Tu eleqtronuli saSualebebis gamoyenebiT.
kiTxvarebi sakmaod moqnilia. arsebobs kiTxvebis dasmis bevri gza. daxuruli tipis kiTxvebi moicavs yvela SesaZlo pasuxs da subieqts maTgan erTerTis amorCevis saSualeba aqvs. aseTi kiTxvaris magaliTia ramdenime savaraudo pasuxis mqone kiTxvebi da e.w. skalirebuli kiTxvebi. Ria kiTxvebi _
respondents saSualeba eZleva, kiTxvebs sakuTari sityvebiT gasces pasuxi.
magaliTad, aSS-is samxreT-dasavleTis aeroportebis Sesaxeb gamokiTxvisas
momxmarebels SesaZloa aseTi ubralo SekiTxviT mimarTon: `ras fiqrobT
samxreT-dasavleTis aeroportebis Sesaxeb?~ an SesaZloa xalxs aseTi
winadadebis dasruleba sTxovon: àeroportis SerCevisas, yvelaze metad
viTvaliswineb...~ aseTi da sxva ti pis Ria kiTxvebi xSirad ufro informaciulia, vidre daxuruli ti pis kiTxvebi, radgan pasuxis gacemisas respondenti ar
aris SezRuduli. Ria kiTxvebi gansakuTrebiT aRmoCeniTi kvlevis warmoebisas
gamoiyeneba, rodesac mkvlevari cdilobs, gaigos, rogori tipis adamianebi
fiqroben ase da ara ramdeni adamiani iziarebs aseT Sexedulebas. meore mxriv,
daxuruli ti pis kiTxvebiT miRebuli monacemebis gageba da maTi cxrilSi
ganTavseba bevrad ufro advilia.
mkvlevarebma aseve unda izrunon kiTxvebis sityvier formulirebasa da
maT Tanmimdevrobaze. maT unda gamoiyenon martivi, pirdapiri da miukerZoebeli
sityvebi. kiTxvebi ganlagebuli unda iyos logikuri TanmimdevrobiT.
pirvelma SekiTxvam SeZlebisdagvarad unda daainteresos respondenti, xolo
rTuli da piraduli kiTxvebi boloSi unda ganTavsdes, raTa respondenti ar
dafrTxes. rogorc wesi, uyuradRebod momzadebuli kiTxvari bevr Secdomas
Seicavs (ixileT cxrili 4.5).
miuxedavad imisa, rom kiTxvarebi kvlevis yvelaze miRebuli iaraRia,
momxmarebelTa qcevis gasakontroleblad mkvlevarebi agreTve iyeneben
meqanikur iaraRebsac, rogorebic aris supermarketis skanerebi da mayureblis
sazomi. zogi meqanikuri mowyobiloba ki subieqtis fiziologiuri reaqciis
gasazomad gamoiyeneba. magaliTad, galvanometri _ emociuri aRgznebis dros
wuTSi gaoflianebis xarisxs zomavs. misi saSualebiT SesaZlebelia produqciis an reklamis xilvisas gamovlenili interesis an emociis siZlieris
gazomva. Tvalis kamerebi gamoiyeneba respondentebis Tvalis moZraobis
Sesaswavlad, imis gasagebad, Tu pirvelad raze da ramden xans SeCerda momx-
125
126
nawili meore
4.2
onlainmarketinguli kvleva
mas Semdeg, rac sul ufro meti momxmarebeli iyenebs internets, gaizarda
marketologebis mier onlainmarketinguli kvlevebis gamoyenebis intensivoba. dRes marketingul kvlevebze
daxarjuli Tanxebis 8 procenti onlainkvlevebze modis da momavalSi
mosalodnelia am cifris zrda.
tradiciul gamokiTxvasa da fokus-jgufebTan SedarebiT, onlainkvleva realur upiratesobebs sTavazobs,
romelTagan yvelaze aSkara aris siswrafe da dabali fasebi. onlainfokusjgufebi winaswar dagegmvas saWiroebs,
magram mas praqtikulad momentaluri
Sedegebi moaqvs. onlaingamokiTxva
sul raRac ramdenime dResa Tu kviraSi sruldeba. magaliTad, ganixileT
ualkoholo sasmelebis kompaniis mier
Catarebuli ukanaskneli onlaingamokiTxva, romlis mizani iyo axal SefuTvaze Tineijerebis Sexedulebis Semowmeba. 10-15-wuTian internetgamokiTxvaSi Sedioda aTobiT kiTxva da iarliyis, boTlis formisa da msgavsi maCveneblebis 765 sxvadasxva gamosaxuleba.
sam-oTxdRian gamokiTxvaSi 600 Tineijeri monawileobda. misi detaluri
analizi pasuxebis miRebidan zustad 5
dRis Semdeg gaxda SesaZlebeli. amis
msgavsad, dRes ukve Hershey Foods-i axali
produqtis testirebas internetgamokiTxvis saSualebiT apirebs. maSin, rodesac safosto gamokiTxvis dasrulebas eqvsi an meti kvira sWirdeboda,
onlainSedegebis Segroveba or kviraSi an ufro nakleb droSi aris
SesaZlebeli.
internetkvlevebi SedarebiT mci-re
xarjebTanac aris dakavSirebuli. monawileebs msoflios nebismieri
kuTxidan SeuZliaT CaerTon fokusjgufebSi, riTac dazogaven mgzavrobis, registraciisa da sxva xarjebs.
gamokiTxvebisaTvis interneti bevr safosto, satelefono, samuSao da sabeWd
xarjebs amcirebs. èleqtronuli
kvlevis xarjebi 10-dan 80 procentamde
ufro dabali SeiZleba iyos, _ acxadebs tom jonsoni, NPG Group-is Tavjdomare, firmis, romelic onlainkvlevebs atarebs. ufro metic, amonakrebis
zomas mis xarjebze mciredi gavlenis
moxdena SeuZlia. `roca laparakia internetze, arcTu didi gansxvavebaa 10sa 10000-s respondents Soris~, _ ambobs jonsoni.
onlaingamokiTxva da fokus-jgufi
aseve saukeTeso saSualebaa rTulad
misawvdom respondentebTan _ mouxelTebel TineijerebTan, dauojaxebel pirebTan, mdidar da ganaTlebul audienciasTan urTierTobaSi. `maTTan dakavSirebisaTvis es sakmaod sando xerxia... eqimebi, advokatebi, xalxi, romlebTan dakavSirebac TqvenTvis sakmaod
rTulia, radgan isini gamokiTxvebSi
monawileobis miRebiT ar arian dainteresebulni, _ ambobs pol jefersoni,
Greenfield Online-is aRmasrulebeli, _ es
saqmiani dedebisa da saqmiani cxovrebis wesis mimdevari pirovnebebisTvisac kargi saSualebaa. maT aseT kvlevaSi monawileoba SeuZliaT sakuTar
garemoSi.~ interneti kargi saSualebaa
qveynis sxvadasxva kuTxeSi mimofantuli adamianebis Sesakrebad, gansakuTrebiT ki maRali Semosavlis mqone
pirebis, romlebic mogzaurobisTvis
ver iclian.
marketingul kvlevebSi internetis
sul ufro bevri kompania awarmoebs Tavis marketingul
kvlevebs internetis gamoyenebiT. sareklamo kompania
Greenfield-is aRmasruleblis sityvebis Tanaxmad, aseTma
kvlevebma ukve dajabnes tradiciuli kvlevis meTodebi.
mareblis Tvali. qveviT moyvanilia axali teqnologiebis magaliTebi, romelTa
saSualebiT xdeba momxmareblis emociuri da fizikuri reaqciebis ganWvreta.15
emociebis gamomsaxveli saxis gamometyvelebis meqanikuri
pasuxebi male komerciul realobad iqceva. momxmareblis saxis
gamometyvelebisa da moZraobis (Tvalebisa da piris areSi)
Tavi 4
gamoyenebas garkveuli dabrkolebebic
axlavs Tan. pirveli, jer kidev bevri
momxmarebeli ar aris CarTuli internetSi, es ki arTulebs kvlevis iseTi
SerCevis gakeTebas, romelic amerikelTa farTo profils warmoadgens. da
mainc, internetis gamoyenebis zrdasTan
erTad, onlainkvlevebis gamoyenebac
izrdeba. magaliTad, General Mills-i momxmarebelTa kvlevebis 60 procents internetis ganoyenebiT awarmoebs. amis
Sedegad ki misi xarjebi 50 procentiT
aris Semcirebuli. UPS-ic intensiurad
iyenebs onlainkvlevebs. `Cveni momxmarebelTa 40-50 procenti internetSi
aris CarTuli, ase rom, es sakmaod
logikuria~, _ ambobs jon gilberti,
UPS-is marketinguli kvlevebis menejeri. misi azriT, tradiciul da eleqtronul gamokiTxvebs Soris aris raRac mciredi gansxvaveba da eleqtronuli kvleva bevrad ufro swrafia da
nakleb xarjebTan aris dakavSirebuli.
eleqtronuli kvlevis mTavari
problema aris is, rom SeuZlebelia
gaakontrolo is, vinc amonakrebSi
xvdeba. tom grinbaumi, Group Plus-is
prezidenti, ixsenebs New Yorker-is multiplikaciur films, sadac ori ZaRli
kompiuterTan zis: ìnternetSi aravin
icis, rom Sen ZaRli xar, _ eubneba erTi meores, _ Tu ver xedav im pirovnebas, romelsac ekontaqtebi, saidan
ici, vin aris igi realurad?~ _ dasZens
is. amonakrebebsa da pasuxebTan dakavSirebuli aseTi problemebis gadasalaxavad onlainkvlevebis bevri kompania iyenebs sxvadasxva sawevro respondentTa panelebs. magaliTad, Greenfield
Online moicavs 1.3 milioni wevrisgan
Semdgar internetze dafuZnebul respondentTa panels. aseTi respondentebis monawileoba da nebismier dros
pasuxis gacemis SesaZlebloba gamoxmaurebis maRal procents uzrunvelyofs. ukanasknel wlebSi satelefono
gamokiTxvis gamoxmaurebis procenti
14 procentamde daeca, rodesac eleqtronuli gamokiTxvisas 40 procents
da met maCvenebelsac ki miaRwia.
`maSinac ki, rodesac Tqven Sesaferis respondents waawydebiT, onlaingamokiTxva da fokus-jgufi naklebad
dinamikuria pirovnuli midgomisaTvis,
_ ambobs grinbaumi, _ SesaZloa xalxi
internetis saSualebiT erTmaneTTan
saubrobs da TamaSobs, magram sul
sxvaa, rodesac uSualod uyureb ideiT
aRfrTovanebul adamianebs.~ virtua-
luri samyaro moklebulia tradiciuli fokus-jgufis kvlevisaTvis damaxasiaTebel iseT pirdapir personalur
urTierTqmedebas, rogorebic aris vizualuri kontaqti da sxeulis ena (body
language). internetis formati –
Sablonuri komentarebi da eleqtronuli èmociis gamomxatveli suraTebi~ (punqtuaciis niSnebi, romlebic
emocias gamoxatavs, rogoric aris :-)
sixarulis aRmniSvneli niSani) _ sakmaod zRudavs respondentis eqspresiulobas.
Tumca teqnologiis iseTi intensiuri progresi, rogoric aris animaciis,
audio, videonakadisa da virtualuri
garemos integracia, SezRudvebis daZlevisaTvis sakmaod kargi pirobaa.
`marketinguli onlainkvlevis arcTu
ise Soreul momavalSi respondentebs
SesaZlebloba eqnebaT, Secvalon, gaadidon da marTon (magaliTad, Secvalon
feri an zoma) samganzomilebiani produqti. isini SeZleben virtualuri
maRaziebis daTvalierebas, Taroebidan
saqonlis aRebas da misi funqciebis
Semowmebas.~
internetkvlevis dros anonimurobac garantirebulia, Sedegad pasuxebi
naklebad frTxili da meted gulwrfelia xolme, gansakuTrebiT iseTi Temebis ganxilvisas, rogorebicaa Semosavali, janmrTelobis mdgomareoba,
cxovrebis stili da sxva mgrZnobiare
sakiTxebi. `klaviaturas amofarebuli
adamianebi bevrad ufro gabedulebi
arian~, _ ambobs erT-erTi mkvlevari.
meore ki amtkicebs:
àrsebobs kiTxvebi, romelTa gagoneba, ubralod, ar gsiamovnebT
(`ra Tanxa daxarjeT gasul Tves safondo birJaze?~), an kiTxvebi, romlebzec pasuxis gacema ar gsurT,
Tu amas TqvenTvis sruliad ucnobi
ada-miani gekiTxebaT (`kviraSi ramdenjer gaqvT seqsi?~). internetgamokiTxvebSi ki aseT SekiTxvebze, rogorc wesi, sakmaod gulwrfel
pasuxebs iReben. erTxel vcade da
Cavatare ori erTnairi gamokiTxva:
erTi maRaziebSi, xolo meore internetSi. kiTxva ase iyo dasmuli:
`kviraSi ramdenad xSirad banaobT
an iRebT Sxaps?~ maRaziebSi Catarebuli gamokiTxvisas gamoirkva, rom
es maCvenebeli saSualod 6.2-jers
udrida, maSin rodesac internetis
gamokiTxvam aCvena 4.2. albaT, ufro
gulwrfeli da logikuri pasuxebia.~
onlainmkvlevarebisaTvis yvelaze
mwvave sakiTxi SesaZloa iyos maTi damokidebuleba momxmareblis konfidencialobisadmi. kritikosebi SiSoben,
rom respondentebis misazidad onlainmkvlevarebi maT eleqtronuli
fostis yuTebs usargeblo informaciiT amoavseben. maTi azriT, arsebobs
imis saSiSroeba, rom kvlevis damTavrebis Semdeg produqciis gayidvis
mizniT isini gamoiyeneben gamokiTxvis
Sedegad miRebul el-fostis misamarTebs da konfidencialur pasuxebs. maTi interesis sagans warmoadgens eleqtronuli agentebis funqcia (Spambots-i
an Spider-i), romlebic respondentis
Tanxmobis gareSe agroveben personalur informacias. aseTi konfidencialuri sakiTxebis ararsebobam
SesaZloa momxmarebeli gaaRizianos,
misi TanamSromlobis survili Seamciros da mTavrobis intervencia gazardos.
miuxedavad imisa, rom mkvlevarebi
iziareben mosazrebas imis Taobaze,
rom onlainkvleva verasodes Secvlis
tradiciul kvlevas, zogierTi am sakiTxs sakmaod didi optimizmiT uyurebs. magram sxvebi mas ufro meti sifrTxiliT udgebian. àT weliwadSi
nacionaluri satelefono gamokiTxva
kvlevis meTodologiis folklorad
iqceva~, _ acxadebs erT-erTi eqsperti.
ès, cota ar iyos, adrea, _ ambobs meore, _ magram 20 weliwadSi ki es gardauvalia.~
wyaroebi: “Market trends: Online Research Growing,”
ixilieT saitze www.greenfielfcentral.com/
research_solution/rsch_solns_main.htm, ivlisi 2003.
p. merfi, “Interactive Research,” Marketing News, 1997
wlis 20 ianvari, pp. 1, 17; “NFO Executive Sees
Most Research Going to Internet,” Advertising Age,
1997 wlis 19 maisi, p. 50; noa satmani, “Web
Enhanced Market Research,” Advertising Age, 2001
wlis 18 ivnisi, p. T18; Tomas v. mileri,
“Make the Call: Online Results are Are Mixed Bag,”
Marketing News, 2001 wlis 24 seqtemberi, pp.
30-35; katerin arnoldi, “Hersey Research Sees
Net Gain,” Marketing News, 2003 wlis 25 noemberi, p. 17; beT maki, “Online Privacy Critical to
Research Success,” Marketing News, 2002 wlis 25
noemberi, p. 21; da nina m. rei da Seron
tabori, “Cybersurveys Come of Age,” Marketing
Research, 2003 wlis gazafxuli, pp. 32-37.
dafiqsirebiT da monacemTa bazaSi arsebuli saxis gamometyvelebis
nimuSebTan SedarebiT kompiuteri qvecnobier emociebs amoicnobs.
rodesac xandazmuli kaci bankomatis ekrans miaSterdeba, Sriftis
zoma TiTqmis myisve ormagdeba. savaWro centrSi kioskTan mdgari
qali ki turistuli reklamis danaxvisas iRimeba da TiTqos elodeba,
127
128
nawili meore
cxrili 4.5
arasrulfasovani kiTxvari
warmoidgineT, rom sazafxulo banakis direqtorma banakis momavali damsveneblebis
mSoblebis gamokiTxvisaTvis moamzada Semdegi kiTxvari. rogor SeafasebT TiToeul
SekiTxvas?
1. ramdeni aseuli dolaris farglebSi meryeobs Tqveni Semosavali? _ rogorc wesi,
xalxma ar icis, ramdeni aseuli dolaris farglebSi meryeobs maTi Semosavali da
ase Riadac ar uyvarT TavianTi Semosavlis Sesaxeb saubari. ufro metic, mkvlevarma
gamokiTxva aseTi piraduli kiTxviT arasdros ar unda daiwyos.
2. Tqveni Svilebis Ramis gasaTevi banakis dasafinanseblad ramdenad Zlieri an susti
SesaZlebloba gagaCniaT? _ ras niSnavs `Zlieri~ an `susti~?
3. kargad iqcevian Tu ara Tqveni bavSvebi sazafxulo banakebSi? diax ( ) ara ( ) _ ìqcevian~ SedarebiTi terminia. ufro metic, `diax~ da àra~ aris Tu ara saukeTeso
arCevani am kiTxvisaTvis? amas garda, iqneba Tu ara am kiTxvaze xalxis pasuxebi
gulaxdili da obieqturi? ratom unda dasvaT aseTi kiTxvebi pirvel rigSi?
4. ramdenma banakma mogawodaT literatura fostis saSualebiT gasul wels? am wels?
_ vis emaxsovreba es?
5. sazafxulo banakebis Sefasebisas romelia TqvenTvis yvelaze gamorCeuli da
gadamwyveti faqtori? _ ras niSnavs `gamorCeuli~ da `gadamwyveti~ faqtori? CemTan
nu gamoiyenebT maRalfardovan sityvebs!
6. Tqveni azriT, sworia Tu ara Tqveni SvilisaTvis sazafxulo banakSi SeZenili
gamocdilebiT srulyofil adamianad Camoyalibebis uflebis CamorTmeva? _ kiTxva
gadatvirTulia. daiTanxmeT respondenti, dasviT kiTxva, romelzec nebismier mSobels
dadebiTi `diax~ pasuxis gacema SeeZleba.
rodis gamouwers danadgari mogzaurobis fasdaklebis kupons. sxva
kioskTan ki ramdenime moRuSuli momxmarebeli Sehyurebs ti pur
reklamas, romelic maRaziis karis SesaRebad iwvevs.
IBM-i muSaobs èmociuri Tagvis~ gaumjobesebaze, romelic pulsis, temperaturis, moZraobisa da kanis galvanuri reaqciis mixedviT
SeZlebs momxmareblis emociuri mdgomareobis gansazRvras. kompaniam
Seadgina sibrazis, SiSis, mwuxarebis, zizRis, bednierebisa da gaocebis
sazomi erTeulebi. idea momxmareblis pirovnebis Sesabamisi stilis
Seqmnas gulisxmobs.
kvlevis gegmis ganxorcieleba. Semdeg etapze xdeba kvlevis gegmis realurad
ganxorcieleba. igi gulisxmobs informaciis Segrovebas, damuSavebasa da analizs.
monacemTa
Segroveba
xdeba
kompaniis
marketinguli
kvlevis
TanamSromlebisa da gare marketinguli firmebis saSualebiT. Segrovebis
faza, rogorc wesi, yvelaze ZviradRirebulia da masSi Secdomis daSvebis
albaTobac yvelaze maRalia. mkvlevari kargad unda darwmundes, rom gegma
sworad aris ganxorcielebuli. man iseTi SesaZlo problemebis monitoringi
unda awarmoos, rogorebicaa respondentis mier kvlevaSi monawileobaze uaris
Tqma, araswori pasuxebis identifikacia, interviueris mier daSvebuli
Secdomebi da TaRliToba.
mniSvnelovani informaciis gamosayofad mkvlevarebma Segrovebuli
monacemebi unda daamuSaon da gaaanalizon. maT unda Seamowmon monacemebis
sizuste, misi sisrule da igi analizisaTvis moamzadon. Semdeg ki xdeba
Sedegebis cxrilSi gadatana da maTgan sxvadasxva statistikuri maCveneblis
gamoTvla.
Sedegebis ganmarteba da angariSis wardgena. marketinguli kvlevis specialistma Sedegebi unda ganmartos, daskvnebi gamoitanos da isini xelmZRvanelobas
moaxsenos. sasurvelia, xelmZRvaneloba zedmeti ricxvebiTa da gamoyenebuli
statistikuri saSualebebiT ar unda gadatvirTos. piriqiT, man unda warmoaCinos mniSvnelovani aRmoCenebi, romlebic menejerebisaTvis gadawyvetilebis miRebis procesSi gamosadegia.
Tavi 4
129
■ momxmareblis reaqciebis sazomi
mowyobiloba, romlis saSualebiT
marketologs SeuZlia Seafasos
saxis gamometyveleba da igi
sakuTar SeTavazebebsa da komunikaciebs Seusabamos.
Sedegebis interpretaciaSi mxolod mkvlevarebma ar unda miiRon monawileoba. maTTan erTad unda imuSaon marketingis menejerebma, romlebmac ufro
meti ician kompaniis winaSe arsebuli problemisa da misaRebi gadawyvetilebis
Sesaxeb. saukeTesod Catarebul kvlevasac ki ekargeba azri, Tu marketingis
menejeri mkvlevaris mier gamotanil mcdar daskvnebs brmad endoba. meore
mxriv, menejeri SeiZleba mikerZoebuli iyos – aRiaros TavisTvis misaRebi
Sedegi da uaryos iseTi, romelic moulodnelia an mis gegmas ewinaaRmdegeba.
Sedegebis ganmarteba sxvadasxvagvarad aris SesaZlebeli, Sesabamisad, mkvlevarsa da menejers Soris diskusiam SesaZloa saukeTeso interpretaciamde
miiyvanos kvleva. amgvarad, kvlevis Sedegebis ganmartebisas menejeri da mkvlevari erTad unda muSaobdnen da kvlevis procesisa da Sedegebis miRebis
pasuxismgeblobac Tanabrad unda gainawilon.
■❚ marketinguli informaciis analizi
informacia, romelic mopovebulia Sida monacemTa bazis, marketinguli
dazvervisa da marketinguli kvlevis saSualebiT, saWiroebs analizs. menejerebs SeiZleba daxmareba dasWirdeT monacemebisTvis gamoyenebadi formis
micemaSi, ris safuZvelzec arsebuli problemis gadaWra moxdeba. daxmareba
SeiZleba moicavdes Tanamedrove statistikuri meTodebis gamoyenebas, romlis
drosac cvladebs Soris urTierTobebi mowmdeba an mopovebuli monacemebis
sandoobis gazomva xdeba.
informaciis analizis dros SesaZlebelia gamoyenebul iqnas analitikuri
modelebi, rac marketologebs ukeTesi gadawyvetilebis miRebaSi daexmareba.
TiToeuli modelis saSualebiT SesaZlebelia Semdegi saxis kiTxvebze pasuxebis gacema: ra moxdeba, Tu . . ? an romelia saukeTeso? SemuSavebuli modelebi
marketingis menejerebs exmareba: ukeTesi marketinguli kompleqsis SeqmnaSi,
savaWro teritoriebis optimalur SerCevaSi, realizatorebis mier satelefono zarebis dagegmvaSi, sacalo savaWro punqtebisaTvis adgilis arCevaSi,
optimaluri sareklamo kampaniis Camoyalibebasa da axali produqciis gayidvebis prognozirebaSi.
130
nawili meore
myidvelTan urTierTobis marTva (CRM))
myidvelTan
urTierTobis marTva
(Customer relationship
management (CRM))
momxmarebelTan maqsimaluri erTgulebis misaRwevad individualuri momxmareblis Sesaxeb informaciisa da maTTan urTierTobis
frTxili marTva.
bevri kompania sakmaod zedapirulad udgeba myidvelis Sesaxeb informaciis
mopovebis sakiTxs. faqtobrivad, `gonivruli~ kompaniebi informaciis mopovebas
myidvelTan yvela SesaZlo Sexebis wertilSi (touch point) axorcieleben. Sexebis
wertilebi gulisxmobs myidvelsa da kompanias Soris arsebul yvela SesaZlo
kontaqts: rodesac myidveli Seisyidis saqonels; rodesac realizatori
ukavSirdeba myidvels; rodesac kompania momsaxurebas uwevs; rodesac myidveli kompaniis veb-gverdze Sedis da a.S.
problema isaa, rom, xSirad, informacia mimofantulia mTel organizaciaSi
da kompaniis sxvadasxva departamentis monacemebSia Rrmad Camaluli. msgavsi
problemis gadasalaxavad bevri kompania mimarTavs myidvelTan urTierTobebis marTvas ( CRM). meTodi warmoadgens myidvelTa maqsimaluri
erTgulebis misaRwevad TiToeuli myidvelis Sesaxeb informaciis Segrovebisa
da masTan urTierTobis frTxili marTvis process. ukanasknel wlebSi CRM-is
meTods uamravma kompaniam mimarTa. erT-erTi kvlevis Tanaxmad, aSS-is biznesebis 97 procenti gegmavs, momavali ori wlis ganmavlobaSi ufro farTod
gamoiyenos CRM-is teqnologia.16
CRM-i aris programuli uzrunvelyofisa da analitikuri saSualebebis
nakrebi, romelic sxvadasxva wyarodan moZiebul informacias aerTianebs,
atarebs mis analizs da Sedegebs mtkice urTierTobis agebisaTvis iyenebs.
myidvelTan urTierTobis sruli, naTeli suraTis Sesaqmnelad CRM-i axdens
gayidvebis, momsaxurebisa da marketingis departamentebSi arsebuli monacemebis integrirebas. kompaniebi iyeneben CRM-is monacemebis analizs, rom
TiToeuli myidvelis faseuloba Seafason, `samizne~ myidvelebi amoirCion da
maT kompaniis SeTavazeba Seusabamon.
CRM-is analitikosebi qmnian monacemTa sacavs (data warehouse), rac warmoadgens myidvelTa Sesaxeb arsebuli informaciis Semcvel eleqtronul sacavs.
monacemTa sacavis mizani informaciis Segroveba ar aris, vinaidan bevri kompania ukve flobs informaciis dausrulebel marags. piriqiT, menejerebs eZlevaT
saSualeba, kompaniaSi arsebuli informaciis integrireba moaxdinon, swored es
aris misi mizani. mas Semdeg, rac monacemTa integrireba moxdeba, SesaZlebelia
am monacemebis advilad damuSaveba.
myidvelTan urTierTobebis marTva kompaniisaTvis didi sargeblis momtania. myidvelebis ukeTesad gagebiT kompanias saSualeba eZleva, maT ufro
maRali xarisxis momsaxureba miawodos da maTTan ufro Zlieri urTierToba
Camoayalibos. kompania iyenebs CRM-s, raTa gansazRvros maRali faseulobis
mqone myidvelebi, maTze ufro efeqturi koncentracia moaxdinos da maTi
moTxovnebis Sesabamisi SeTavazebebi Seqmnas. ganvixiloT Semdegi magaliTebi.17
■ axlaxan FedEx-ma daamontaJa CRM-is mravalmilioniani sistema, romlis
mizani aris xarjebis Semcireba da myidvelTa momsaxurebis gaumjobeseba.
agreTve, kompanias surs, arsebul myidvelebze momsaxurebis jvaredini gayidvebi da Warbgayidvebi moaxdinos. axali sistemis saSualebiT, FedEx-is 3300
adamianisagan Semdgar gayidvebis personals TiToeul momxmarebelze
detaluri informacia aqvs. maT SeuZliaT TiToeuli myidvelis specifikuri
saWiroebis gamoaSkaraveba da masze morgebuli momsaxurebis SeTavazeba. FedEx-i
sTavazobs 200-mde sxvadasxva momsaxurebas, lojistikidan dawyebuli
transportirebiTa da sabaJo brokerobis momsaxurebiT damTavrebuli. aqedan
gamomdinare, xSirad realizatorebisaTvis sakmaod rTulia momxmareblisaTvis
saukeTeso SeTavazebis gansazRvra. CRM-is axali sistema FedEx-s daexmareba
stimulirebis marTvaSic da savaraudo, mimzidveli myidvelebis dadgenaSic.
CRM-is aRWurviloba bazris segmentebis analizs awarmoebs, potencialis
mixedviT saukeTesoebs SearCevs da maTi potenciuri momgebianobis kalkulacias axdens.
■ Mark & Spencer-i (M&S) – britaneTis `yvelaze sando sacalo savaWro centri~,
romlisTvisac CRM-ma sakmaod mniSvnelovani roli iTamaSa misiis miRwevaSi _
`momxmarebelze koncentracia da maTi moTxovnilebebis gaTvaliswineba~. M&S-i
msoflioSi erT-erT yvelaze mdidar monacemTa bazas flobs. igi moicavs
monacemebs momxmarebelTa demografiis, Sesyidvebis, 3 milionze meti momxmareblis angariSis, sakaso terminalebis informaciisa da maRaziebSi momxdari
yovelkvireuli siaxleebis Sesaxeb. CRM-is sistema monacemTa am simdidris
organizebasa da analizs axdens, raTa M&S-s nebismier sakiTxze ukeTesi
Tavi 4
131
gadawyvetilebis miReba SeeZlos, dawyebuli korporaciuli brendingiT,
damTavrebuli komunikaciebiTa da gayidvebis stimulirebiT. `maTi individualuri gemovnebis, upiratesobebisa da qcevis safuZvelze, Cven bevrad ukeTesi
warmodgena gveqmneba imis Sesaxeb, Tu ra saxis SeTavazebebi unda ganvaTavsoT
sxvadasxva myidvelis winaSe da rodis xmis rogori toni unda gamoviyenoT
amisaTvis~, _ ambobs sacalo vaWrobis aRmasrulebeli direqtori. magaliTad,
imis gansazRvriT, Tu vin da rodis dadis sayidlebze (xnierma myidvelebma
xalxmravali adgilisTvis Tavis asarideblad winaswar ician, Tu ris yidvas
apireben, maSin rodesac ufro axalgazrdebi gadawyvetilebis miRebas bolo
wuTisaTvis itoveben), M&S-s SeuZlia Tavisi produqciis asortimenti da marketinguli saqmianoba Sesabamisad gaanawilos maRaziaSi.
bevri eqsperti amtkicebs, rom myidvelTa Sesaxeb srulyofili monacemebi
kompanias mtkice konkurentuli upiratesobiT uzrunvelyofs. ubralod, hkiTxeT American Express-s. qalaq feniqsSi, saidumlo bazaze, usafrTxoebis gundi
Tvalyurs adevnebs American Express-is monacemTa 500 miliard baits imis Sesaxeb,
Tu rogor gamoiyenes momxmareblebma TavianTi 35 milioni mwvane, oqrosa da
platinis plastikuri baraTebi. am monacemebs iyenebs, raTa momxmareblebs
plastikuri baraTebis Tviuri angariSebi gadaugzavnos.
CRM-i garkveul xarjebTan da riskTan aris dakavSirebuli. wels aSS-is
kompaniebi CRM-is programul aRWurvilobaze 10-dan 20 miliard dolaramde
xarjaven. aseT programebs ki iseTi kompaniebi amzadeben, rogorebic arian Siebel
Systems-i, Oracle, SAS-i da SPSS-i. magram CRM-is Sesyidvebis naxevari sasurvel
mizans ver aRwevs. am warumateblobis mizezi ZiriTadad aris kompaniebis
mcdari warmodgena imis Sesaxeb, rom mxolod CRM-is aRWurvilobis SeZeniT
SesaZlebelia problemebis gadaWra.18 xelsayreli samomxmareblo urTierTobebis agebas mxolod teqnologia ver SeZlebs. `CRM-is teqnologiiT
SeuZlebelia problemis gadaWra _ aRWurvilobaze TiTis erTi daWeriT Tqven ver miaRwevT...
momxmarebelTan gaumjobesebul urTierTobas~,
– acxadebs CRM-is eqsperti. piriqiT, CRM-i aris
myidvelTan urTierTobis marTvis erT-erTi
Semadgeneli nawili. `mTavaria `R~, – gvirCevs
eqsperti, _ daimaxsovreT, urTierToba aris is,
razec agebulia CRM-i~.19
rodesac CRM-is muSaoba sworad mimdinareobs, mis mier motanili sargebeli bevrad aRemateba masze gaweul risksa da xarjebs. momxmarebelTa regularul gamokiTxvebze dayrdnobiT
Siebel System-i amtkicebs, rom CRM-is momxmareblebi afiqsireben TavianTi Semosavlebis 16%ian, xolo myidvelTa erTgulebis da personalis
Sromisunarianobis
21%-ian
zrdas.
àrafers vityvi imaze, rom yovelive es kompanias uzarmazari faseulobiT uzrunvelyofs, _
ambobs CRM-is konsultanti, _ kompaniebi eZeben
gzebs, raTa SeZlon momxmarebelTa informaciis
kontrastuli wyaroebis gaerTianeba.~ CRM-is
axal, Zlier teqnikas SeuZlia i povos ìnformaciuli simdidre, raTa mizanSi amoiRos myidveli da mis sust adgils daumiznos.~20
■❚ marketinguli informaciis
gavrceleba da gamoyeneba
marketingul informacias aranairi fasi ara aqvs,
Tu masze dafuZnebiT optimaluri gadawyvetilebis miReba ar moxda. amgvarad, marketinguli
kvlevebis specialistebma informacia xelmisawvdomi unda gaxadon im pirebisaTvis, romlebic
marketingul gadawyvetilebebs iReben. es gulisx-
■ CRM-i: kompania SAS-i gTavazobT CRM-is programul uzrunvelyofas, romlis meSveobiTac Tqven SeZlebT gaigoT myidvelTa
survilebi, miawvdiT maT ukeTes faseulobas da, amgvarad, miaRwevT konkurentul upiratesobas.
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nawili meore
mobs menejerTa uzrunvelyofas sxvadasxva maCvenebelze sistematuri angari-SebiT,
dazvervis ganaxlebuli monacemebiTa da kvlevis Sedegebis Sesaxeb gakeTebuli
moxsenebiT.
menejerebs SesaZloa garkveuli informacia spontanurad dasWirdeT.
magaliTad, gayidvebis menejers, romelsac msxvil klientTan dakavSirebuli
garkveuli problemebi aqvs, SesaZloa gasuli wlis gayidvebisa da xarjebis
monacemebi dasWirdes. an sacalo maRaziaTa qselis erT-erT maRaziaSi garkveuli
produqciis gamolevisas maRaziis menejers am qselis sxva maRaziebis maragebis
Sesaxeb sWirdeba informacia. amgvarad, informaciis gavrceleba gulisxmobs
monacemTa bazaSi informaciis ganTavsebasa da xelmisawvdomobis uzrunvelyofas.
am procesis gamartivebis mizniT bevri firma intranets iyenebs. intranetis
saSualebiT xdeba kopmaniis TanamSromelTa uzrunvelyofa marketinguli kvlevis
SedegebiT, sxvadasxva tipis angariSebiT, saziaro samuSao dokumentebiTa da personalis an klientebis sakontaqto informaciiT. magaliTad, iGo, sacalo movaWre,
romelic katalogebiTa da internetiT vaWrobs, flobs monacemTa bazas, saidanac
intranetis saSualebiT informacias mTel organizaciaSi avrcelebs.
amasTan erTad, kompaniebi uflebas aZleven faseulobaTa qselis wevrebsa
da msxvil klientebs, eqstranetis saSualebiT monacemTa bazaSi arsebuli
informaciiT isargeblon. magaliTad, erT-erTma sadazRvevo kompaniam neba
darTo Tavis 200 damoukidebel agents, esargeblaT kompaniis monacemTa baziT,
sadac ganTavsebulia informacia 1 milioni momxmareblis Sesaxeb. aman agentebs maRali riskis mqone momxmareblis identificirebis saSualeba misca. WalMart-i Tavis mimwodeblebs uzrunvelyofs orwliani monacemebiT imis Sesaxeb,
rogor gaiyida maTi produqcia Wal-Mart-is maRaziebSi.21
Tanamedrove teqnologiis wyalobiT, marketingis menejerebs informaciaze
pirdapir miuwvdebaT xeli nebismier drosa da virtualurad nebismieri adgilidan. maT SeuZliaT Sevidnen sistemaSi saxlidan, sastumrodan, aeroportidan,
anu sadac ki leptopis gaxsna da internetTan mierTeba SeuZliaT. aseTi sistemebi menejerebs saSualebas aZlevs, sasurveli informacia pirdapir da
swrafad moi povon da saWiroebisamebr gamoiyenon. maT TiTqmis yvela adgilidan SeuZliaT sasurveli monacemebis mopoveba, misi analizi da qselis
saSualebiT Sedegebis sxva pirebisTvis gadagzavna.
■❚ marketingul kvlevasTan
dakavSirebuli sxva sakiTxebi
am qveTavSi ganxilulia ori specifikuri sakiTxi: marketinguli kvleva mcire
biznessa da arakomerciul organizaciebSi da saerTaSoriso saqmianobis marketinguli kvleva. bolos ki, yuradRebas gavamaxvilebT marketinguli kvlevis
sazogadoebriv da eTikur sakiTxebze.
marketinguli kvleva mcire biznessa
da arakomerciul organizaciebSi
iseve rogorc msxvili firmebi, mcire organizaciebic saWiroeben bazris
Sesaxeb informacias. damwyeb bizness sWirdeba informacia industriis,
konkurentebis, potenciuri myidvelebisa da axal sabazro SeTavazebebze reaqciebis Sesaxeb. arsebulma mcire biznesebma yuradReba unda gaamaxvilon
myidvelTa moTxovnilebebisa da survilebis cvlilebebze, axal produqtebze
maT reaqciebze da konkurentul garemoSi arsebul gadanacvlebebze.
mcire biznesisa da arakomerciuli organizaciis menejerebi xSirad
Tvlian, rom marketinguli kvlevis warmoeba mxolod msxvili kompaniisa da
didi biujetis mqone kvlevis eqspertebs SeuZliaT. marTlac, farTomasStabiani
kvlevis warmoebisaTvis bevrad ufro meti materialuri resursia saWiro,
vidre mcire bizness SeuZlia uzrunvelyos. magram am TavSi ganxiluli marketinguli kvlevis bevri teqnika mcire biznesisTvisac aris xelmisawvdomi.
mcire biznesis an arakomerciuli organizaciebis menejerebs SeuZliaT
maT garSemo arsebul movlenebze martivi dakvirvebiT sasargeblo informaciis mopoveba. magaliTad, sacalo movaWrem axali adgili unda Seafasos avtotransportisa da qveiTad mosiaruleTa moZraobaze dakvirvebiT. adgilobrivi
mediidan Segrovebuli reklamebiT maT SeuZliaT konkurentebis reklamebis
Tavi 4
Seswavla. imis mixedviT, Tu ramdeni da rogori kategoriis adamia-ni dadis
maRaziebSi sxvadasxva dros, maT SeuZliaT sakuTari momxmareblis kompleqsi
Seafason. amasTan erTad, mcire biznesis bevri menejeri yoveldRiurad stumrobs konkurentTa maRaziebs da konkurentebTan urTierTobis CamoyalibebiT
alRos uRebs momxmarebelTan urTierTobas. tom quhili, atlantaSi ori
restornis mflobeli, menejerebs restornis gareT sadilobis uflebas
aZlevs, raTa ukan axali ideebiT dabrundnen. atlantaSi momuSave iuvelirma
frank maierma ki, romelic sxva qalaqebSi momuSave konkurentebs xSirad stumrobda, Seiswavla da gadmoiRo saiuveliro nawarmis sademonstracio dafis
ganaTebis xerxi.22
menejerebs SeuZliaT araformaluri gamokiTxvis Catareba patara zomis
amonakrebTan. SesaZlebelia araformaluri fokus-jgufebis Catareba, magaliTad, myidvelTa patara jgufis sadilad miwveva da maTTan erTad saintereso Temebis ganxilva. sacalo maRaziis gamyidvelebs maT maRaziebSi
Semosul klientebTan gasaubreba SeuZliaT, saavadmyofos momsaxure personals ki _ pacientebTan; arasamuSao saaTebSi restornis menejerebs SeuZliaT
momxmareblebTan darekva da gamokiTxva, Tu romeli restornebiT sargebloben
da ra azris arian im midamoebSi arsebul sxvadasxva restoranze. kompania
Bissell-ma, romelsac xaliCebis wmendis industriaSi Tavisi niSa ukavia, patara,
xelsayreli amonakrebis saSualebiT swrafad da iafad moaxdina bazris
testireba. gamokiTxva Seexeboda Steam Gun-s (orTqlis iaraRs), romelic warmoadgens saxlis dasasufTavebel, mtversasrutis msgavs, axal mowyobilobas.
imis gasarkvevad, Tu rogor miiRebda momxmarebeli axal produqts, Bissell-s mxolod 4 kvira da sakmaod mcire biujeti hqonda. man
icoda, rom bavSviani qalebi aseT produqcias xSirad yiduloben,
amitom man dedebis asociacias 1500-dolariani saCuqari gaukeTa, raTa
mis wevrebTan prezentaciis Catarebis neba daerToT. prezentaciis
Semdeg man amoarCia 20 dainteresebuli qali, romlebsac Steam Gun-i
aCuqa da specialuri Jurnali misca, sadac produqtis Sesaxeb
Canawerebi unda gaekeTebinaT. Semdgomi orkviriani gamosacdeli periodis ganmavlobaSi, Bissell-is marketingis direqtori saxlSi stumrobda am qalbatonebs, raTa enaxa, rogor iyeneben isini produqts. aman
gamoaSkarava ramdenime saintereso faqti. pirveli, Bissell-ma Seityo, rom
qalebs ar sjerodaT, rom cxeli wyliT wmenda SesaZlebelia qimiuri
saSualebebis gamoyenebis gareSe. meore, saWiro iyo produqtisaTvis
saxelis Secvla. bavSvebma SesaZloa xelSi aiRon Steam Gun-i da daZmas daumiznon. yuradReba miaqcies erT bavSvs, romelic ambobda:
`gaSeSdi, Torem Camogidnob mag saxes.~ sabolood, Bissell-ma aRmoaCina,
rom produqciis mimarT sakmaod gansakuTrebuli moTxovna arsebobda
diasaxlisebis mxridan, romlebsac sisufTavisadmi seriozuli
damokidebuleba hqondaT. isini axal produqts Znelad misawvdomi
adgilebis dasasufTaveblad iyenebdnen da haeris Zlieri nakadiT
Znelad mosaSorebel WuWys wmenddnen. Bissell-ma produqtis stimulireba am or aRmoCenaze daafuZna. man produqts D saxeli Seucvala
_ Steam’n Clean uwoda da koncentracia cxel gamwmend Zalaze moaxdina.
Steam’n Clean-ma warmatebiT dai pyro qveynis sacalo maRaziebi.23
agreTve, menejerebs SeuZliaT Caataron martivi eqsperimentebi. magaliTad,
fondebis mosazidad gankuTvnili regularuli werilebis Sinaarsis
cvlilebiT arakomerciuli organizaciis menejers SeuZlia saukeTeso teqstis
SerCeva.
patara organizaciebs SeuZliaT msxvili biznesisaTvis xelmisawvdom meoreul monacemTa didi nawilis mopoveba. amasTan erTad, bevri asociacia, adgilobrivi media, savaWro palata da saxelmwifo organizaciebi patara organizaciebs
gansakuTrebul
daxmarebas
uweven.
aSS-is
mcire
biznesis
administrirebis departamenti sTavazobs aTobiT ufaso publikaciasa da vebgverds (www.sbaonline.cba.gov), romlebic iZlevian rCevebs rogorc mcire biznesis
wamowyebis, dafinansebisa da gafarToebis, aseve sakredito baraTebis SekveTis
Sesaxeb.
informaciis kargi wyaro SesaZloa iyos adgilobrivi biblioTekebis biznesis ganyofilebebi. xSirad, adgilobrivi gazeTebi uzrunvelyofen informa-
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134
nawili meore
cias adgilobrivi myidvelebisa da maTi yidvis modelebis Sesaxeb. dabolos,
internetis saSualebiT mcire biznesis menejerebs SeuZliaT mniSvnelovani
moculobis informacia Seagrovon: daaTvalieron konkurentebisa da momxmareblebis veb-gverdebi da internetis saZiebeli grafis saSualebiT maTTvis saintereso kompaniebi da sakiTxebi gamoikvlion.
amdenad, mcire biujetis mqone patara organizaciebs SeuZliaT efeqturad
gamoiyenon meoreuli monacemebi, dakvirveba, gamokiTxva da eqsperimenti. miuxedavad imisa, rom aseTi kvlevebis araformaluri meTodebi naklebad kompleqsuria da nakleb xarjebTan aris dakavSirebuli, mainc maTi frTxili marTvaa
saWiro. menejerebi dakvirvebiT unda miudgnen kvlevis miznebis sakiTxs,
winaswar SeimuSaon SekiTxvebi, gaiTviTcnobieron is gadaxrebi, rac mcire amonakrebs Tan axlavs da kvleva sistematurad awarmoon.24
saerTaSoriso saqmianobis marketinguli kvleva
saerTaSoriso saqmianobis mkvlevarebi gadian igive etapebs, rasac adgilobrivi mkvlevarebi dawyebuli kvlevis problemisa da miznebis gansazRvriT,
damTavrebuli Sedegebis ganmartebiTa da moxsenebis gakeTebiT. Tumca saerTaSoriso kompanias xSirad ufro meti da sxvadasxvagvari problema aqvs. saerTaSoriso biznesebis mkvlevarebi sxvadasxva qveyanaSi gansxvavebul bazrebs
ganageben. xSirad, aseT bazrebs Soris sakmaod didi sxvaoba aris ekonomikuri
ganviTarebis donis, kulturis, Cvevebisa da yidvis modelebis mixedviT.
mkvlevarebi srulyofili meoreuli monacemebis mokvlevisas sazRvargareTis
bevr bazarze garkveul sirTuleebs awydebian. maSin rodesac aSS-Si SesaZlebelia sarwmuno meoreuli monacemebis mopoveba, bevr qveyanaSi kvleviTi momsaxureba TiTqmis arc arsebobs. zogierTi msxvili saerTaSoriso kvleviTi kompania
bevr qveyanaSi moqmedebs. magaliTad, msoflios udidesi marketinguli kvlevis
korporacia AC Nielsen-s msoflios 100-ze met qveyanaSi gaaCnia Tavisi ofisebi.
msoflios marketinguli kvlevis 25 udidesi firmis Semosavlis 63% modis qveynis
gareT arsebuli maTi filialebidan.25 amgvarad, maSinac ki, rodesac meoreuli
monacemebi xelmisawvdomia, misi mopoveba bevri wyaros gamoyenebiT xdeba
SesaZlebeli, rac informaciis Sedarebasa da kombinirebas arTulebs.
kargi meoreuli informaciis naklebobis pirobebSi saerTaSoriso mkvlevarebs xSirad sakuTari pirveladi monacemebis Sekreba uwevT. aqac, imis gamo,
rom qveynis SigniT sasurvel informaciebs ver agroveben, mkvlevarebi
garkveuli problemis winaSe dgebian. magaliTad, SesaZloa maTTvis rTuli
aRmoCndes, ubralod, kargi amonakrebis Sedgena. amonakrebis Sesaqmnelad aSS-is
■ bevri asociacia, media da samTavrobo saagento uzrunvelyofs
patara organizaciebs specialuri
daxmarebebiT. suraTze warmodgenilia aSS-is mcire biznesis
administrirebis departamentis
veb-gverdi, romelic iZleva
rCevebis farTo speqtrs: mcire
biznesis wamowyebis, dafinansebis
da gafarToebis sakiTxebs.
Tavi 4
135
mkvlevarebs SeuZliaT gamoiyenon mimdinare telefonis direqtoriebi, aRsaweri raionis monacemebi, socialur-ekonomikuri monacemebis calkeuli wyaroebi.
magram bevr qveyanaSi sakmaod xSiria aseTi informaciis nakleboba.
msoflios sxvadasxva kuTxeSi respondentebTan
dakavSireba xSirad arc ise advilia. meqsikaSi mkvlevarebi ver daeyrdnobian telefonis an fostis
monacems _ arsebuli monacemebis umetesoba `karidan
karze~ siaruliT aris Segrovebuli da mxolod sam
Tu oTx did qalaqs moicavs. zogierT qveyanaSi telefoni arcTu ise bevr adamians aqvs. magaliTad,
argentinaSi aTas adamianze mxolod 32 telefoni
modis. sxva qveynebSi ki safosto sistema notarialurad arasaimedoa. magaliTad, braziliaSi fostis
saSualod 30 procenti arasdros midis adresatamde.
bevr ganviTarebad qveyanaSi, transportirebis cudi
sistemisa da gzebis gamo, zogierT raionTan
dakavSireba da pirispir gasaubreba sakmaod rTulia
da did xarjebs moiTxovs. dabolos, ganviTarebad
qveynebSi mosaxleobis sakmaod mcire raodenobaa
CarTuli internetSi.26
mkvlevarebs damatebiTi problemebi eqmnebaT
qveynebs Soris kulturuli gansxvavebebis gamo. yvelaze gamokveTili dabrkoleba aris ena. magaliTad,
kiTxvari Sedgenilia erT enaze da Semdeg xdeba misi
gadaTargmna. Semdeg ki analizisa da ganmartebisaTvis
saWiroa pasuxebis ukan gadmoTargmna. amis gamo kvleva
garkveul damatebiT xarjebs moiTxovs da, amasTan
erTad, Secdomebis albaTobac izrdeba.
kiTxvaris gadaTargmna arcTu ise advilia. bevr
idiomas, frazasa Tu ganacxads sxvadasxva qveyanaSi ■ Roper ASW, Inc. awarmoebs samuSaoebs sainformacio resursebis moZiebaSi `braziliidan aRmosavleT evropamsxvadasxva mniSvneloba aqvs. danieli specialisti de, keip-taunidan pekinamde - Tu Tqven sadme xarT, Roper
aRniSnavs: `SeamowmeT kiTxvari sxvadasxva mTargm- ASW, Inc.-ic iq aris~.
nelTan, gadmoTargmneT isev inglisurad is, rac
inglisuridan TargmneT, da Tqven SokSi aRmoCndebiT.
maxsovs [erTi magaliTi]: `Tvals miRma, daviwyeba~ gadaTargmnes rogorc
ùxilavi sagnebi SeSlilebi arian~.27
sxvadasxva qveynis momxmarebels sxvadasxva damokidebuleba aqvs marketinguli kvlevisadmi. erTi qveynis mosaxleoba kiTxvebs xalisiT pasuxobs,
sxvagan ki SesaZloa pasuxis gacemaze saerTod uari ganacxadon. zogierT
qveyanaSi xalxs ucxoebTan laparaks adaT-wesebi ukrZalavs. garkeveul
kulturebSi zogierTi kiTxva xSirad Zalian piradulad iTvleba. magaliTad,
laTinuri amerikis bevr qveyanaSi xalxs SesaZloa moeridos mkvlevarebTan
TavianTi Sampunis, dezodorantis an sxva personaluri produqciis Sesaxeb
gasaubreba. aseve, muslimanuri qveynebis umetesobaSi akrZalulia genderulad
Sereuli fokus-jgufebi, iseve rogorc mxolod qalebisagan Semdgari fokusjgufis videoze Cawera.28
maSinac ki, rodesac respondents surs pasuxis gacema, SesaZloa man es
gaunaTleblobis gamo ver SeZlos. ganviTarebad qveynebSi saSualo klasis
respondentebma, im mizniT, rom mkvlevars SeZlebul mcxovreblebad moaCvenon
Tavi, SesaZloa cru informacia miawodon. magaliTad, indoeTSi Cais moxmarebis
Seswavlisas saSualo Semosavlis mqone respondentTa 70% acxadebda, rom isini
erovnuli Cais brendis ramdenime saxeobiT sargeblobdnen. magram mkvlevarebs
sakmao safuZveli hqondaT, am SedegebSi eWvi SeetanaT – indoeTSi gasayidi Cais
60% aris arabrendirebuli.
am problemebis miuxedavad, saerTaSoriso marketingis bolodroindelma
ganviTarebam gamoiwvia saerTaSoriso marketinguli kvlevis ufro intensiuri
gamoyeneba. SesaZloa saerTaSoriso saqmianobis kvlevasTan dakavSirebuli
problemebi da xarjebi maRalia, magram kvlevis Catarebis gareSe _ gaparuli
Secdomebisa da xelsayreli SesaZleblobebis pirobebSi _ SesaZloa es xarjebi ufro maRali aRmoCndes.
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sajaro politika da eTika marketinguli kvlevisas
marketinguli kvleva sasargebloa rogorc momxmareblisaTvis, aseve im
kompaniisaTvis, romelmac is daafinansa. marketinguli kvlevis saSualebiT
kompania iRebs met informacias momxmareblis saWiroebebis Sesaxeb, Sedegad
ufro faseul momsaxurebasa da produqts qmnis da amiT momxmarebelTan
urierTobas aZlierebs. Tumca marketinguli kvlevis arasworma gamoyenebam
SesaZloa momxmarebels ziani miayenos an gaaRizianos. marketinguli kvlevisas
sajaro politikisa da eTikis ori mTavari problema arsebobs: momxmarebelTa
konfidencialobis xelyofa da kvlevis aRmoCenebis araswori gamoyeneba.
momxmarebelTa konfidencialobis xelyofa. bevri momxmarebeli marketingul
kvlevas dadebiTad uyurebs da Tvlis, rom igi sasargeblo miznebs emsaxureba.
zogierTs marTlac siamovnebs intervius micema da sakuTari Sexedulebis
gaziareba. magram zogjer momxmarebeli Zalian uaryofiTad aris ganwyobili
da marketingul kvlevebs ar endoba. maTi mcire nawili SiSobs, rom Rrma
grZnobebis Sesamowmeblad mkvlevarebma SesaZloa specialuri meTodebi
gamoiyenon da Semdeg, miRebuli codniT, maTi yidvis procesi marTon; an ganicdian im faqts, rom marketologebi momxmarebelTa konfidencialuri informaciis uzarmazar monacemTa bazas floben.
magaliTad, DoubleClick-i qseluri momxmareblis 100 milion profils
moicavs. aris saSiSroeba, rom aseTi uzarmazari maprofilebeli monacemTa
baza aramiznobrivad iqnas gamoyenebuli da aman individebis konfidencialobas safrTxe Seuqmnas. faqtobrivad, momxmareblebis zusti profilis
Sesaqmnelad DoubleClick-ma qseluri monacemebisa da momxmarebelTa panelis
kompaniis mier Segrovebuli monacemebi gaaerTiana. azrTa sakmaod didi
sxvadasxvaoba gamoiwvia DoubleClick-ma, rodesac man gamoacxada, rom apirebda
biznesmenebisaTvis veb-momxmarebelTa 100000 profilis miyidvas, maT Soris iyo
maTi saxelebi da sakontaqto informacia. Tumca, federaluri savaWro komisiis
moTxovnis safuZvelze, DoubleClick-ma axlaxan konfidencialobis radikaluri
standartebi miiRo.29
zogi gabrazebulia im faqtiT, rom, gamokiTxvis Catarebis sababiT,
zogierTi kompania maTTvis garkveuli produqciis miyidvas cdilobda.
Sesabamisad, momxmarebeli ver asxvavebs kanonier marketingul kvlevas telegayidvis mcdelobisagan da interviueris laparakis dawyebamde interviuze
civ uars acxadebs. umetesoba, ubralod, aRSfoTebas gamoxatavs TavianTi
uflebebis darRvevis gamo. maT ezizRebaT satelefono Tu safosto
gamokiTxvebi, romlebic Zalian grZeli da xelSemSlelia maTTvis.
momxmarebelTa mzardi guliswyroma kvlevis industriis mTavar problemad iqca. erT-erTi ukanaskneli gamokiTxvis Sedegad aRmoCnda, rom
amerikelebis 82% SeSfoTebulia im faqtiT, rom isini biznesmenebis mier maTi
personaluri informaciis gamoyenebas ver akontroleben. 41%-ma ganacxada, rom
biznesma maTi piradi samyaro dai pyro. ukanasknel wlebSi am damokidebulebam
gamokiTxvebis gamoxmaurebis procenti Seamcira. erT-erTi kvlevis Sedegad
aRmoCnda, rom gasul wels amerikeli mosaxleobis 45%-ma gamokiTxvaSi monawileobaze uari ganacxada. 15 wlis win ki es maCvenebeli mxolod 24%-s udrida.
meore kvlevis Tanaxmad, momxmarebelTa 59%-ma kompaniisaTvis informaciis
miwodebaze uari ganacxa, radgan CaTvala, rom amis realuri saWiroeba ar arsebobda an igi Zalian piraduli iyo. 5 wlis win aseTi pasuxebis maCvenebeli 42%s Seadgenda.30
am problemis gadasaWrelad marketinguli kvlevebis industria
sxvadasxva xerxs mimarTavs. magaliTad, programa `Tqveni azri mniSvnelovania~,
romelic momxmarebels marketinguli kvlevis sargeblobis Sesaxeb garkveul
codnas awvdis da aswavlis, rogor ganasxvaos igi satelefono vaWrobisagan.
meore xerxi aris cxeli xazis gamoyofa, raTa xalxs SeeZlos darekva da
gamokiTxvis kanonierebaSi darwmuneba.31
dResdReobiT, bevr kompaniaSi – maT Soris IBM-Si, AT&T-Si, American Express-Si,
Doubleclick-sa da Microsoft-Si – Seqmnilia `konfidencialobis mTavari oficris~ (CPO)
Tanamdeboba, romlis movaleobaSi im momxmarebelTa saidumloebis dacva Sedis,
romlebic kompaniasTan TanamSromloben. Microsoft-is konfidencialobis mTavari
oficeri acxadebs, rom misi movaleobaa kompaniis monacemTa politikis wardgena,
raTa Tvalyuri adevnos da darwmundes, rom nebismieri programa, romelsac kompa-
Tavi 4
137
4.3
biznesi saqarTveloSi
bikonsaltingi _ mudam siaxlis ZebnaSi
swrafad ganviTarebadma biznes garemom saqarTveloSi bevri axali
kompaniis da momsaxurebis danergvas Seuwyo xeli. momsaxurebis
erTi saxe, rCeva-konsaltingi yvela
kompanias sWirdeba. swored sabazro moTxovniT iyo gamowveuli kompania bikonsaltingis Seqmna 2005
wels.
dReisaTvis bikonsaltingi kompaniebs konsultacias uwevs Semdeg sakiTxebSi: marketingi, marketinguli kvlevebi, menejmenti,
saoperacio menejmenti, strategiuli dagegmareba, finansebi.
sakonsultacio jgufi
ganaTleba, profesionalizmi, gamocdileba, gunduri muSaobis SesaZlebloba da interesi – es aris
Tvisebebi, romlebic sakonsultacio kompaniis gundis wevrebs axasiaTebs. erTi miznisaTvis – warmatebis misaRwevad.
bikonsaltingi gamoirCeva inovaciuri azrovnebiT da yovelTvis
diagrama 1
cdilobs Tavis momxmarebels SesTavazos axali produqtebi. kompaniam danerga iseTi produqtebi,
rogoricaa sabanko produqtebis
kvleva programuli uzrunvelyofiT da momsaxurebis xarisxis
gaumjobesebis (Gap) modeli, aseve
aqtiurad anviTarebs biznesis marTvis sxvadasxva sferos autsorsings.
sabanko produqti
sakonsultacio kompania bikonsaltingi 2005 wlis gazafxulidan
axorcielebs sabanko produqtebisa
da tarifebis monitorings. kompania
akvirdeba saqarTvelos sabanko
sivrceSi arsebul yvela ZiriTad
produqtebs, (plastikuri baraTebi;
depozitebi; sesxebi; momsaxurebis
tarifebi; swrafi fuladi gzavnilebi; ganvadeba), maT parametrebs
da tarifebs.
proeqtSi monawileobs saqarTvelos sabanko industriaSi moqmedi
yvela ZiriTadi komerciuli banki.
moZiebuli monacemebi sistematizirdeba specialurad
Seqmnil programul
uzrunelyofaSi
(diagrama 1). monacemebis mudmivi ganaxleba da maTi onlain reJimSi analizis SesaZlebloba produqts ufro
funqcionalurs, moqnils da paraqtikuls xdis.
es produqti saSualebas aZlevs sabanko sivrceSi moqmed organizaciebs,
ganixilon TavianTi
produqtebi sxva bankebTan mimarTebaSi, gaakeTon konkurentuli analizi da fex-da-fex mihyvnen konkurentebis inovaciebs.
samomxmareblo napralis (Gap-is) modeli
momxmarebeli aRiqvams xarisxs ara
rogorc zogad ganusazRvrel cnebas, aramed masSi aerTianebs 5 maxasiaTebels. esenia sandooba, reagirebis unari, damajerebloba,
Tanadgoma da fizikuri garemo.
swored am 5 maxasiaTebelze dayrdnobiT momxmarebels uyalibdeba
molodini momsaxurebis Sesaxeb,
rac myidvelis mier am Tu im momsaxurebis gamoyenebis mizezs warmoadgens. xolo momsaxurebis miRebis Semdeg momxmarebels subieqturi
aRqma eqmneba, rac misTvis procesis
realuri suraTis amsaxvelia.
xSirad myidvelis molodini ar
emTxveva mis mier miRebul momsaxurebis xarisxis aRqmas, rac iwvevs
samomxmareblo napralis warmoSobas, romelic Tavis mxriv ganapirobebs myidvelis ukmayofilebas,
konkurentebTan gadasvlas da aRniSnuli kompaniis Semosavlis dabal maCvenebels.
arsebobs 4 saxis naprali, romlebic ganapirobebs samomxmareblo
napralis arsebobas, anu iwvevs
cdomolebas momxmareblis molodinisa da momsaxurebis xarisxis
aRqmas Soris.
1.
momxmarebelTa molodinis ar
codna.
gagZeleba ix. gv. 138
138
2.
3.
4.
nawili meore
araswori momsaxurebis di-zainisa da xarisxis standartebis
SemuSaveba.
bis xarisxis gaumjobeseba, rac metad mniSvnelovania yvela kompaniisTvis.
standartebis Seusabamo momsaxurebis miwodeba.
autsorsingi
cdomileba danapirebsa da miwodebul momsaxurebis Soris.
arsebuli probmleba Zalzed
aqtualuria dReisaTvis saqarTveloSi, gamomdinare iqidan rom kompaniebis umetesi nawili swored
samomxmareblo biznesSi moRvaweobs. imisaTvis, rom kompaniam moizidos momxmarebeli da SeZlos
misi SenarCuneba, man unda danergos
sistema, romelic uzrunvelyops
momsaxurebis xarisxs.
kompania bikonsaltingi aris
pirveli kompania saqarTveloSi,
romelic
sTavazobs
calkeul
meTodebs, romelTa saSualebiTac
SesaZlebeli xdeba, rogorc calkeuli napralebis daxurva, aseve
mTlianobaSi kompaniis momsaxure-
autsorsingi
pirvelad
biznes
samyaroSi 1980 wels gamoCnda da
xSirad moixsenieba rogorc zogierTi Sida operaciebis delegireba gare, ucxo biznes erTeulebze. arsebobs bevri mizezi imisa Tu
ratom iReben kompaniebi gadawyvetilebas autsorsingis Sesaxeb.
✔
ucxo kompaniis
sferoSi
gamocdileba
✔ danaxarjebis Semcireba
✔ operaciebis ufro gamarTulad
marTva
✔ ZiriTad sqmianobaze koncentrireba
✔ zedmeti pasuxismgeblobis Ta-
vidan acileba
autsorsingi SeiZleba moxdes
rogorc funqcionaluri, aseve nawilobrivi. kompaniam SeiZleba garkveuli operaciebi an mTlianad
romelime departamentis funqcia
miandos sakonsultacio jgufs. es
damokidebulia adamianur resursebze da xarjebis optimizaciaze,
radganac amgvari gadawyvetileba
SeiZleba ufro efeqturi iyos saboloo miznis misaRwevad.
dReisaTvis saqarTveloSi samwuxarod ar aris sakmarisi kvalificiuri kadri, rom warmatebulad
marTos esa Tu is biznesi. es problema xels uSlis kompaniebis ganviTarebas da zogierTi gakotrebamdec ki mihyavs. swored amitom
bikonsaltingma aqtiurad daiwyo
am mimarTulebis danergva, raTa
daexmaros kompaniebs ufro efeqturad warmarTon TavianTi saqmianoba.
nia qmnis, momxmareblis konfidencialobis dacvas emsaxureba. agreTve, kompaniis
TanamSromelTa konfidencialobis sakiTxebi da kavSirebis Sesaxeb informaciiT
uzrunvelyofa. aseTi konfidencialobis oficris Tanamdeboba aSS-is, sul mcire,
100 kompaniaSi arsebobs da mosalodnelia, es ricxvi sakmaod swrafad gaizardos.
faqtobrivad, rogorc erT-erTi eqsperti ambobs, momxmarebelTa konfidencialobis
dacvis kanonebis wyalobiT, mosalodnelia, 2006 wlisaTvis am Tanamdebobis
samuSao adgilebis ricxvi 30000-mde gaizardos.32
rogorc American Express-is momxmareblis konfidencialobis mTavari oficeri sali qoveni acxadebs, biznesi,
romelsac kavSiri aqvs momxmareblis informaciasTan, konfidencialobis dacvis sakiTxebs seriozulad unda miudges. `konfidencialobis
dacva, es sulac ar aris axali,
cxel-cxeli
sakiTxi
American
Express-Si~, _ ambobs igi. 1991 wels
kompaniam Camoayaliba konfidencialobis mTeli rigi princi pebisa, xolo 1998 wels igi pirveli iyo
im kompaniaTa Soris, romlebmac
Tavis veb-gverdebze es sakiTxebi
ganaTavses. momxmarebelTa konfidencialobisken aseTi swrafvis
wyalobiT, American Express-ma axali
momsaxureba waradgina, romelic
momxmareblis konfidencialobas
icavs American Express-is sakredito
baraTiT onlianSesyidvebis dros.
American Express konfidencialobas
ganixilavs, rogorc konkurentuli
upiratesobebis mopovebis gzas,
romlis saSualebiT momxmarebeli
erT kompanias meores amjobinebs.33
■ momxmareblis konfidencialoba: American Express-i iyo pirveli im kompaniebs
Soris, romlebmac veb-gverdebze konfidencialobis princi pebi ganaTavsa.
daskvnis saxiT SegviZlia vTqvaT,
Àmerican Express-i afasebs Tqvens konfidencialobas da yovelTvis mis sadararom, Tu marketinguli kvleva,
joze dgas.~
informaciis sanacvlod, myidvels
Tavi 4
maRali faseulobiT uzrunvelyofs, maSin is siamovnebiT miiRebs monawileobas
kvlevaSi. magaliTad, Amazon.com-is momxmarebeli winaaRmdegi ar iqneba, Tu
firma monacemTa bazas im produqciisaTvis Seqmnis, romelsac isini yiduloben,
raTa uzrunvelyon rekomendaciebis SeTavazeba. es ki zogavs myidvelis dros
da uzrunvelyofs mas faseulobiT. amis msgavsad, Bizrates-is momxmarebeli
siamovnebiT avsebs eleqtronuli sacalo vaWrobis saitebis gamokiTxvebs,
radgan Sesyidvis gadawyvetilebis miRebisas maT saSualeba eqnebaT, sxvebis
mier dafiqsirebul reitingebs gadaavlon Tvali. mkvlevarebisaTvis saukeTeso
midgoma aris mxolod im informaciis moZieba, romelic maT faseulobis
uzrunvelsayofad sWirdebaT, misi pasuxismgeblobiT gamoyeneba da momxmarebelTa nebarTvis gareSe misi gasxvisebis Tavidan acileba.
kvlevis Sedegebis araswori gamoyeneba. marketinguli kvleva darwmunebis sakmaod Zlieri iaraRi SeiZleba iyos. xSirad, kompaniebi kvlevis Sedegebs Tavis
sareklamo kampaniebsa da gayidvebis stimulirebaSi iyeneben. zogierT
SemTxvevaSi, gamokiTxvebi swored sasurveli efeqtis mosaxdenad aris
SemuSavebuli. kompaniaTa mcire nawili Riad, eSmakuri xrikebis gamoyenebiT,
arasworad warmoaCens kvlevis Sedegebs. es aris ostaturi `gazviadebis~ tendenciis gamamJRavnebeli. ganvixiloT Semdegi magaliTi:34
Chrysler-is mier Catarebuli kvleva amtkicebs, rom manqanebis
satesto gatarebis Semdeg amerikelebis umravlesobas Chrysler-i
urCevnia Toyta-s. Tumca testirebaSi mxolod 100 adamiani monawileobda. ufro mniSvnelovania is faqti, rom gamokiTxulTagan arc
erTs ar hyavda ucxouri manqana. amgvarad, aRmoCnda, rom isini aSS-is
warmoebis manqanebisadmi winaswarve keTilganwyobilni iyvnen.
Black Flag-is gamokiTxva: `taraknebis sawinaaRmdego disko. . . nelnela wamlavs taraknebs. momakvdavi tarakani Tavis budes ubrundeba
da sikvdilis Semdeg mas sxva taraknebi Wamen. Semdeg ukve es
taraknebic iwamlebian da ixocebian. Tqveni azriT, ramdenad efeqturi
iqneba am saxis produqti taraknebis dasaxocad?~ gasakviri ar aris,
rom 79%-ma ganacxada _ es saSualeba efeqturia.
erTjeradi xelsaxocebis industriis mier dafinansebuli
gamokiTxva
arkvevda:
`gamoangariSebulia,
rom
dRevandeli
nagavsayrelis 2%-ze naklebi erTjeradi xelsaxocebis narCenebia.
amis sapirispirod, sasmeli konteinerebi, mesame klasis fosta da ezos
narCenebi saSualod nagavsayrelis 21%-s Seadgens. yovelive amis
Semdeg, Tqveni azriT, samarTliania Tu ara erTjeradi xelsaxocebis
akrZalva?~ isev ar aris gasaocari, rom 84%-ma upasuxa _ àra~.
amgvarad, kvlevis amonakrebis araswori SerCeviT an arCevanis Tu kiTxvebis
formulirebiT mani pulacia did gavlenas axdens miRweul Sedegebze.
arsebobs SemTxvevebi, rodesac e.w. damoukidebel kvlevebs, realurad,
garkveuli kompaniebi afinanseben, romlebic SedegiT dainteresebulni arian.
kvlevis an misi Sedegebis ganmartebaSi Tundac mciredma cvlilebam SesaZloa
sakmaod Zlieri gavlena iqonios Sedegebis mimarTulebaze. magaliTad, arsebobs sul mcire 4 kargad cnobili kvleva, romlebmac erTjeradi xelsaxocebis gamoyenebiT garemo pirobebze zegavlena qsovilis xelsaxocebis gavlenas
Seadares. qsovilis xelsaxocis mwarmoebeli industriis mier dafinansebulma
orma kvlevam cxadyo, rom qsovilis xelsaxocebs garemo pirobebze ukeTesi
gavlena hqonda. gasakviri ar aris, rom qaRaldis xelsaxocebis industriis
sponsorobiT Catarebulma orma kvlevam sruliad sapirispiro daskvna gamoitana. magram aRmoCnda, rom, mocemuli ZiriTadi varaudis gamoyenebiT, orive kvleva, Tavis mxriv, swori iyo.
imis gaTviTcnobierebiT, rom SesaZlebelia gamokiTxvis damaxinjeba, ramdenime asociaciam – maT Soris amerikis marketingulma asociaciam da marketinguli kvlevis asociaciam – SeimuSava kvlevis eTikisa da marTvis standartebis kodeqsi. dabolos, araeTikuri an Seuferebeli moqmedebebis
regulireba, ubralod, SeuZlebelia. momxmareblisa da sakuTari interesebis
dasacavad TiToeulma kompaniam sakuTar Tavze unda aiRos xelmZRvanelobis,
kontrolisa da sakuTari marketinguli kvlevis angariSebze pasuxismgebloba.
139
140
nawili meore
SeisveneT:
koncefciebis kvaldakval
wina TavSi Cven ganvixileT marketinguli garemo. am TavSi SeviswavleT,
rogor esmiT marketologebs sabazro
sivrcisa da myidvelis. agreTve ganvixileT is saSualebebi, romlebic
informaciis Segrovebisa da marTvisaTvis
gamoiyenebian. am informacias marketingis menejerebi da gadawyvetilebis sxva mimRebebi
iyeneben sabazro sivrceSi SesaZleblobebis
gamosavlenad da marketinguli SeTavazebebis
Sesaqmnelad. momdevno TavSi Cven kvlav davubrundebiT da ufro axlodan SevxedavT myidvelebsa da maT qcevas.
dRevandel kompleqsur da swrafad cvalebad
bazarze efeqturi da drouli gadawyvetilebebis misaRebad marketinguli menejerebi ufro
met da ukeTes informacias saWiroeben. informaciis aseTi gazrdili saWiroeba ganapiroba
informaciis miwodebis teqnologiebis sistemebis ganviTarebam. axali teqnologiebis gamoyenebiT dRes kompaniebi didi moculobis informacias floben, xandaxan sakmaod bevrsac ki.
magram marketologebi mainc xSirad uCivian
saWiro informaciis naklebobas an araswor
informacias. amis sapasuxod, raTa menejerebs
daexmarnon bazrisa da momxmareblis Sesaxeb
informaciis mopovebasa da marTvaSi, bevri kompania swavlobs menejerTa moTxovnilebebs
informaciaze da informaciuli sistemis danergvis sakiTxebs.
1. ganmarteT kompaniisaTvis informaciisa da
sabazro sivrcis Secnobis mniSvneloba.
marketinguli procesi iwyeba sabazro sivrcisa
da myidvelTa moTxovnilebebisa da survilebis
sruli gagebiT. amrigad, momxmareblisaTvis
saukeTeso faseulobisa da kmayofilebis Sesaqmnelad kompania sasargeblo informacias saWiroebs. mas aseve sWirdeba informacia konkurentebis, gadamyidvelebisa da bazarze arsebuli
sxva moqmedi pirebisa da Zalebis Sesaxeb. sul
ufro xSirad marketologebi informacias ganixilaven ara mxolod ukeTesi gadawyvetilebis
miRebis aucilebel pirobad, aramed rogorc
mniSvnelovan strategiul aqtivsa da marketingul iaraRs.
2. gansazRvreT marketinguli informaciis sis tema (mis) da ganixileT misi nawilebi.
marketinguli informaciis sistema (mis) moicavs
pirovnebebs, aRWurvilobasa da procedurebs,
romelTa saSualebiTac xorcieldeba drouli,
saWiro da zusti informaciis SerCeva da marketinguli gadawyvetilebebis mimRebebisaTvis
misi gadacema. kargad SemuSavebuli informaciis
sistema mis-i iwyeba da mTavrdeba informaciis
gamomyeneblebiT – marketingis menejerebiT, Sida
da gare partniorebiTa da sxvebiT, vinc marketingul informacias saWiroeben. mis-i informacias iRebs Sida monacemTa bazebis, marketinguli dazvervisa da marketinguli kvlevis
saSualebiT. Sida monacemTa baza Seicavs informacias kompaniis gayidvebis, xarjebis, maragebis, fuladi mimoqcevisa da sareklamo kampaniis
Sesaxeb. aseTi informaciis mopoveba SesaZlebelia swrafad da mcire xarjebiT, magram igi
xSirad marketingul gadawyveti-lebebTan adaptirebas saWiroebs.
aris marketingul garemoSi arsebuli konkurentebisa da miRwevebis Sesaxeb sajarod gavrcelebuli informaciis sistematuri Segroveba da
analizi. marketinguli kvleva gulisxmobs
organizaciis specifikur marketin-gul situaciasTan dakavSirebuli monacemebis sistemur
Segrovebas, analizsa da moxsenebis momzadebas.
dabolos, am wyaroebis saSualebiT Segrovebul
informacias mis-i menejerebs saWiro formiT da
saWiro dros awvdis, raTa ukeTesi gadawyvetilebis miRebaSi daexmaros.
3. gansazRvreT marketinguli kvlevis procesis
safexurebi
marketinguli kvlevis procesis pirveli safexuri gulisxmobs problemis gansazRvrasa da
marketinguli miznebis dasaxvas. kvleva SesaZloa iyos aRmoCeniTi, aRweriTi da mizezSedegobrivi. meore safexuri _ kvlevis gegmis
Camoyalibebas, raTa moxdes pirveladi da meoreuli monacemebis Segroveba. mesame safexuri _
informaciis
SegrovebiT, damuSavebiTa
da
analiziT marketinguli kvlevis gegmis ganxorcielebas. meoTxe safexuri _ Sedegebis ganmartebasa da angariSis wardgenas. informaciis
analizis dros SesaZlebelia gamoyenebul iqnas
analitikuri modelebi, rac marketologebs
ukeTesi gadawyvetilebis miRebaSi daexmareba.
Sida da gare meoradi monacemebis wyaroebi
uzrunvelyofen informacias ufro swrafad da
dabali danaxarjebiT, vidre pirveladi monacemebi. zogierT SemTxvevaSi, maT SeuZliaT iseTi
saxis informacia gamoavlinon, romlis Segrovebas kompania sakuTari saxsrebiT ver SeZlebs.
mkvlevarebma aseve unda Seafason meoreuli
monacemebi, raTa darwmundnen, rom igi aris
Sesatyvisi, zusti, axali da miukerZoebeli. aseTi
zomebis miReba saWiroa pirveladi monacemebis
Sefasebis drosac. pirveladi monacemebis Segrovebis TiToeul meTods – dakvirveba, gamokiTxva da eqsperimenti _ Tavisi dadebiTi da
uaryofiTi mxareebi gaaCnia. pirveladi kvlevis
dakavSirebis TiToeul meTodsac – fosta, telefoni, pirispir da eleqtronuli – gaaCnia Tavisi
upiratesobebi da naklovanebebi.
Tavi 4
4. ganmarteT, rogor axdens kompania marketinguli informaciis analizsa da gavrcelebas.
Sida monacemTa bazis, marketinguli dazvervisa
da marketinguli kvlevebis saSualebiT mopovebuli informacia, xSirad, analizs saWiroebs. es
gulisxmobs rogorc statistikur analizs, aseve
sxvadasxva analitikuri modelis gamoyenebas,
rac marketologebs ukeTesi gadawyvetilebis
miRebaSi exmareba. dReisaTvis bevrma kompaniam
SeiZina egreT wodebuli myidvelTan urTierTobebis marTvis sistema (CRM), romelic maT
uzrunvelyofs monacemTa bazaSi arsebul individualur myidvelTa Sesaxeb uzarmazari moculobis monacemebis integraciiT, analiziTa da
gamoyenebiT.
marketinguli informacias aranairi fasi ara
aqvs, Tu masze dafuZnebiT optimaluri gadawyvetilebis miReba ar moxda. amgvarad, marketinguli kvlevebis specialistebma unda
uzrunvelyon informaciis xelmisawvdomoba im
pirebisaTvis, romlebic marketingul gadawyvetilebebs iReben. es gulisxmobs menejerTa
141
uzrunvelyofas sxvadasxva maCvenebelze sistematuri angariSebiT, dazvervis ganaxlebuli
monacemebiTa da kvlevis Sedegebis Sesaxeb
gakeTebuli moxsenebiT. am procesis gasaumjobeseblad bevri firma intranetsa da eqstranets
iyenebs. Tanamedrove teqnologiis wyalobiT,
marketingis menejerebs informaciaze pirdapir
miuwvdebaT xeli nebismier drosa da virtualurad nebismieri adgilidan.
5. ganixileT specifikuri sakiTxebi, romelTa
winaSe dganan mkvlevarebi, maT Soris sajaro
politikisa da eTikis sakiTxebi.
zogierTi marketologi marketingul kvlevas
atarebs mcire biznesisTvis, arakomerciuli
organizaciisaTvis an saerTaSoriso saqmianobis
mqone kompaniisaTvis. marketinguli kvlevisas
sajaro politikisa da eTikis ori mTavari pro-blema arsebobs: momxmarebelTa konfidencialobis xelyofa da kvlevis aRmoCenebis araswori
gamoyeneba. marketingis menejerebma es sakiTxebi
optimalurad unda gadawyviton.
TavSi gamoyenebuli terminebi
amonakrebi
aRmoCeniTi kvleva
aRweriTi kvleva
gamokiTxva
dakvirveba
erTwyaroiani monacemTa
sistema
eqsperimentuli kvleva
marketinguli informaciis sistema (mis)
Sample
Exploratory research
Descriptive research
Survey research
Observational research
Single-source data systems
Experimental research
Marketing intelligence
Marketing information
system (MIS)
marketinguli kvleva
meoreuli monacemebi
mizezSedegobrivi kvleva
myidvelTan urTierTobis
marTva
onlainmonacemTa baza
onlainmarketinguli kvleva
pirveladi monacemebi
fokus-jgufis gamokiTxva
Sida monacemTa baza
Marketing research
Secondary data
Causal research
Costomer relationship
management (CRM)
Online databases
Online marketing research
Primary data
Focus group interviewing
Internal databases
imogzaureT
gansaxilveli sakiTxebi
1. ra gansxvavebaa Sida monacemTa
bazas, marketingul dazvervasa da marketingul kvlevas Soris? Tavis mxriv,
rogor exmareba TiToeuli meTodi organizacias
sainformacio moTxovnilebebis dakmayofilebaSi?
2. warmoidgineT, rom Tqven xarT garujvis Semdeg
gamosayenebeli losionis brendis menejeri.
CamoayalibeT aRmoCeniTi kvlevis miznebi, aRweriTi kvlevis miznebi da mizezSedegobrivi kvlevis miznebi Tqveni produqtisTvis. ra gansxvavebebi
iqneba
monacemTa
Segrovebis
dros
TiToeuli kvlevis miznis misaRwevad?
3. mcire bizness aqvs limitirebuli biujeti,
ris gamoc izRudeba Casatarebeli kvlevebis
pirvelsaxe da moculoba. patara jgufebSi
imsjeleT, ra SeiZleba gaakeTos avejis patara
sacalo maRaziis mflobelma konkurentebisa da
momxmareblis Sesaxeb informaciis mosapoveblad
limitirebuli biujetis pirobebSi.
4. ganixileT unikaluri gamowvevebi, romlebsac
mkvlevarebi sxva qveynebSi kvlevis warmoebisas
SeiZleba gadaawydnen. rogor SeiZleba am
dabrkolebebis gadalaxva?
5. ra upiratesobebi gaaCnia meoreul monacemebs
pirveladTan SedarebiT? ra upiratesoba gaaCnia
pirvelad monacemebs meoreulTan SedarebiT?
ratom aris meoreuli monacemebi marketinguli
kvlevis aTvlis saTave?
6. misaloci baraTebis SerCevis dros rogor
SeiZleba dakvirvebis gamoyeneba momxmareblis
gadawyvetilebis procesis gasagebad? kidev ra
informacias unda flobdeT momxmareblis mier
misaloci baraTebis arCevanis Sesaxeb (informacia, romlis mopoveba SeuZlebelia dakvirvebis
142
nawili meore
saSualebiT) da rogor SeiZleba maTi mopoveba?
gamoyenebiTi SekiTxvebi
1. erT-erTi kvlevis Tanaxmad, 7 milionze metma
adamianma saxlis regularuli telefonis xazi
fiWuri telefoniT Caanacvla. warmoidgineT,
rom Tqven xarT qalaqis fiqsirebuli satelefono qselis mqone kompaniis TanamSromeli,
romelic nel-nela momxmarebels kargavs.
aRwereT eqsperimenti da gamokiTxva, romlebic
Tqvens kompanias am tendenciis daZlevaSi daexmareba. romeli midgoma iqneba kvlevis am
sakiTxis gadasaWrelad yvelaze azriani?
2. Tqven da kidev sami studenti muSaobT United
Airlines-Si. Tqven xarT im komisiis wevrebi,
romelmac
momxmarebelTa
kmayofilebis
gasazomad kiTxvari unda Seqmnas da kvleva
Caataros. gundis TiToeulma wevrma TiTo
dakavSirebis meTodi unda aiRos (safosto,
satelefono, pirispir da internetiT) da sxva
wevrebs am meTodiT kvlevis Catarebis upiratesobebi daumtkicos. imsjeleT am meTodebis
dadebiT da uaryofiT mxareebze, Semdeg jgufSi,
xmis micemis saSualebiT, am oTxidan erT-erT
meTods upiratesoba mianiWeT.
3. Tvali gadaavleT 4.1 cxrilSi mocemul gare
sainformacio wyaroebs. amoirCieT sami vebgverdi da ewvieT mas. ra saxis monacemebis
mopoveba SeuZlia axali savaWros adgilmdebareobis gansazRvriT dainteresebul Toyota-s manqanebis dilers?
teqnologiur samyaroSi
SAP aris programuli uzrunvelyofis wamyvani mewarme, romelic acxadebs, rom misi klientebis sia
Seicavs Jurnal Fortune-is mier dasaxelebuli 500 warmatebuli kompaniis umetesobas.
misi produqcia gamoiyeneba gayidvebisa da distribuciis, produqciis, maragebisa da myidvelTa
angariSgebis marTvisaTvis. misi erT-erTi produqti aris myidvelTan urTierTobebis marTvis
moduli, romlis mizania, kompaniebs daexmaros
individualur momxmarebelTan dakavSirebuli
didi moculobis informaciis marTvaSi. ewvieT
SAP-is veb-gverds (www.sap.com) da waikiTxeT
myidvelTan urTierTobebis marTvis saSualebebis Sesaxeb.
1. SAP-is veb-gverdze xelmisawvdom informaciaze dayrdnobiT, daaxasiaTeT CRM-is (myidvelTan urTierTobebis marTva) zogierTi SesaZlebloba.
2. Tu Tqven momxmarebelTa monacemTa bazas
qmniT, raTa individualuri momxmareblebis monacemebi sastumroebis qselisaTvis gamoiyenoT,
ra saxis informacias moi povebdiT momxmareblis Sesaxeb?
3. rogor SeagrovebdiT informacias sastumroebis momxmareblebis Sesaxeb da rogor gamoiyenebda marketingis menejeri am informacias
momxmareblebTan urTierTobis gasaumjobeseblad?
eTikis samyaroSi
satelefono da internetgamokiTxvebis Catareba ufro garTulda, radgan
xSirad eWviani momxmarebeli amas
msubuqad SeniRbul savaWro zarebad
aRiqvams. ufro metic, momxmareblebi
zrunaven TavianT konfidencialobaze da ar surT, rom maTi piradi informacia
arasworad gamoiyenon. amasTan erTad, usargeblo el-fostis – spamis (SPAM) miRebisas (zogierTi Sefasebebis Tanaxmad, uaxloes momavalSi
spami mTeli el-fostis naxevarze mets Seadgens)
bevrs ar- aqvs dro, ganasxvaos kanonieri kvlevis
Txovnebi usargeblo produqciis reklamisagan
ucxouri biznessituacia
Burke, Inc.-is biznessituacia moTavsebulia wignis bolos, danarT 1-Si.
da, sabolood, saqme maTi waSliT mTavrdeba.
1. ra zomebs unda mimarTos kanonieri gamokiTxvis menejerma internet da satelefono gamokiTxvebisadmi sazogadoebis mzardi winaaRmdegobis dasaZlevad?
2. warsulSi, rodesac gTxovdnen satelefono an
internetgamokiTxvaSi monawileobas, ras pasuxobdiT? migiRiaT Tu ara monawileoba? ratom?
3. ra meTodebs unda mimarTos kompaniam, romelic
internetgamokiTxvebs atarebs, rom Tavisi eleqtronuli gzavnili spamisagan ganasxvaos?
Tavi 4
143
qarTuli biznessituacia
SBDF-- mcire biznesis ganviTarebis fondi
samegrelos regionSi
samegrelo _ saqarTvelos
erT-erTi
gamorCeuli da mniSvnelovani regioni _
samwuxarod 1990-iani wlebis dasawyisSi samoqalaqo areulobis da dapirispirebis Sedegad
mniSvnelovnad dazaralda. sitaucia kidev ufro
damZimda afxazeTSi ganviTarebuli cnobili
movlenebis Semdeg ris Sedegadac samagrelo
aRmoCnda separatistebis mier inspirirebuli
saomari moqmedebebis sazRvarze.
aseT pirobebSi samegrelos warmatebuli
socialur-ekonomikuri ganviTareba, mniSvnelovani maniSnebeli faqtoria afxazeTTan mimarTebaSi.
amgvari
fonis
pirobebSi, adgilobrivi
moTxovnilebebis gaTvaliswinebiT, 2000 wlis
oqtomberSi am regionSi funqcionireba daiwyo
,,danazogebisa da sesxebis proeqtma’’, romelic
miznad
isaxavda
samegloSi
Raribi
da
dabalSemosavliani mosaxleobisaTvis finansuri
momsaxureobisadmi
xelmisawvdomobis
uzrunvelyofas. proeqti daarsda saerTaSoriso
britanuli organizacia Oxfam-isa da holandiuri organizacia Novib-is erToblivi SeTan-xmebis Sedegad.
2003 wlis maisSi Novib-is mier saqarTvelos
proeqti dasaxelda, rogorc yvelaze ufro
dinamiuri da perspeqtiuli sam kavkasiur proeqts Soris da Sesabamisad miiRo mniSvnelovani
damatebiTi sagranto dafinanseba 2003-2004 safinanso wlebisTvis, ramac uzrunvelyo proeqtis
Semdgomi zrda.
2003 wlis seqtemberSi proeqti gamoeyo Oxtams da daregistrirda rogorc mcire biznesis
ganviTarebis fondi (SBDF). Ffondis erTaderTi
damfuZnebelia Oxfam-i (didi britaneTi).
fondi miznad isaxavs samegrelos regionSi
da mis momijnave raionebSi mcire biznesis
ganviTarebisaTvis saWiro pirobebis xelSewyobas
da
mosaxleobaSi
siRaribis
da
umuSevrobis donis Semcirebas.
aRniSnuli miznis misaRwevad fondi iyenebs
msoflioSi da gansakuTrebiT ki ganviTarebad
qvenebSi farTod aprobirebul mikrosafinanso
momsaxureobas, romelic am etapze warmodgenilia specializirebuli mikro sesxebiT.
mosaxleobis miznobrivi segmentis dafinansebis
gziT
fondi
xels
uwyobs
damwyebi
da
dabalSemosavliani mewarmeebis saqmiani unarCvevebis gamomuSavebas da rentabeluri ekonomikuri saqmianobis sawarmoeblad adeqvaturi sastarto da sabrunavi kapitalis akumulirebas.
organizaciisTvis ti piur samizne segments
warmodgens samegrelos regionis ekonomikurad
aqtiuri mosaxleoba, romelic eweva mcireSemosavlian samewarmeo saqmianobas _ vaWrobis, momsaxurebis, soflis meurneobis da warmoebis
sferoSi.
dRidan daarsebisa organizaciis sakredito
sqema ganicdida mudmiv transformacias, rac
gamowveuli iyo mikrosafinanso bazarze swrafad cvalebad garemosTan organizaciis strategiis harmonizaciis aucileblobiT.
2000 wlidan 2004 wlis CaTvliT organizaciis
ZiriTad sasesxo produqts warmoadgenda jgufuri sesxebi ukiduresad dabalSemosavliani
mosaxleobisaTvis, romelic uzrunvelyofda
mxolod Zalian viwro segmentis interesebs minzobriv bazarze da amdenad mniSvnelovnad aferxebda organizaciis Semdgom ganviTarebas. meores mxriv organizaciis mier dagegmili swrafi
zrdis kursi da samoqmedo arealis gavrcoba
asocirdeboda mniSvnelovan riskebTan, rac
aucilebels xdida gadasinjuliyo miznobriv
segmentze mimdinare tendenciebi da Sesabamisad
organizaciis stretegia da sasesxo riskebis
dazRvevis meqanizmebi.
2004 wels organizaciis dakveTiT, marketinguli kvlevebis kompaniis èeisiTi kvlevis~
mier Catarebuli iqna kompleqsuri sabazro kvleva, romelic miznad isaxavda bazarze arsebuli
ZiriTadi moTxovnebisa da tendenciebis Sefasebas, konkurentul analizs da saresurso segmentis gamovlenas. èeisiTi kvlevis ~ TanamSromlebis mier SemoTavazebuli mignebebi da
rekomendaciebi safuZvlad daedo fondis mier
SemuSavebul dicersificirebul da inovaciur
sakredito strategias, romelic dRemde aqtualuria da uzrunvelyofs mikrosafinanso
bazarze organizaciis konkurentunarianobas da
efeqturobas grZelvadian perspeqtivaSi.
kvlevis Sedegad gamovlinda am regionisaTvis mikro dakreditebis potenciuri bazris
dargobrivi struqtura, romelic warmodgenilia
cxrilSi (cxrilSi ,,sididis’’ qveS igulisxmeba
TiToeul sferoSi moqmedi mcire biznesis
warmomadgenelTa raodenoba).
zugdidi
PfoTi
senaki
Kxobi
segmenti
wili
vaWroba
64.4%
8611
74.7%
1299
64.1%
2330
59.7%
1980
vaWroba/servisi
30.8%
4119
24.4%
424
31.4%
1142
38.6%
1280
agraruli seqtori
4.6%
615
0.9%
16
4.6%
167
1.7%
56
aqtiur biznesSi
CarTuli sul
100%
13371
100%
1739
100%
3635
100%
3316
droebiT SeCerebuli biznmesebi
__
3301
__
117
__
216
__
513
mikro dakreditebis potenciuri
bazari
__
16672
__
1856
__
3851
__
3830
sidide
wili sidide wili sidide wili sidide
144
nawili meore
diagramaze mocemulia am regionis 4 ZiriTad
raionSi Catarebuli gamokiTxvis Sedegad
gamovlenili 10 000 dolarze naklebi sesxis
aRebis msurvel mcire mewarmeTa (moqmedi da
droebiT SeCerebuli) raodenoba (anu mikrodakreditebis potenciuri bazari samegrelos
regionSi). gamokiTxvam cxadyo individualur
kreditebze moTxovnis absoluturi upiratesoba
jgufur sesxebze moTxovnasTan SedarebiT,
romelmac gamokiTxulTa mxolod 2%-i Seadgina.
2004 w-is nomeberSi—samegrelos bazarze ufro
Rrmad SeRwevis mizniT gaixsna SBDF-is senakis
filiali, xolo 2005 wlis ianvarSi, organizacia
Seudga axali dakreditebis politikis ganxorcielebas da axali sasesxo produqtebis
testirebas. 2005 wlis maisSi organizaciam
miiRo mniSvnelovani dafinanseba Oxfam-dan
mcire da saSualo sawarmoebis ganviTarebisa da
umuSevrobis SemcirebisaTvis, xolo ukve 2006
wlis ianvarSi fondma miaRwia rentabelobisa
da TviTdafinansebis 100%-ian maCvenebels.
SBDF-s finansuri momsaxureba am etapze warmodgenilia ramdenime sasesxo produqtiT, rac
uzrunvelyofs
organizaciis
finansur
ganviTarebas da aseve mniSvnelovnad zrdis momsaxurebis efeqturobas. aRniSuli sasexo produqtebi moicavs jgufur da individualur
mikro sesxebs ukiduresad dabalSemosavliani
ekonomikurad
aqtiuri
mosaxleobisaTvis
rogorc giravnobiT, aseve giravnobis gareSe, maT
Soris:
■
individualuri mcire sesxebi registrirebuli mcire mewarmeebisaTvis vaWrobis sferoSi;
■
individualuri mcire sesxebi warmoebisa da
momsaxurebis sferosaTvis, rogorc damwyebi
ise moqmedi sawamroebisaTvis;
■
individualuri da jgufuri sesxebi fermeruli warmoebebisaTvis.
■
individualuri mcire sesxebi araregistrirebuli mcire mewarmeebisaTvis
momdevno minimum sami wlis ganmavlobaSi
organizaciis sakredito sqema ZiriTadad warmodgenili iqneba arsebuli sasesxo produqtebiT.
miznobriv segmentze warmodgenili sawarmoe-
bis legalurobis dabali xarisxis gaTvaliswinebiT, rac ganpirobebulia araregistrirebuli mewarmeebis sakmaod did moculobiT,
fondis saqmianoba da konkretulad ki misi
dakreditebis politika arapirdapiri gziT
xels uwyofs samewarmeo saqmianobis legalizacias, Tumca warmodgenili sakredito politika
agreTve iTvaliswinebs agraruli da naxevrad
agraruli mosaxleobis im ZiriTadi masis
interesebsac, romlebic TavianTi ekonomikuri
saqmianobis mcire masStabebis gamo naklebad
aris motivirebuli awarmoos registrirebuli
biznesi.
fondis Sereuli socialur-ekonomikuri miznebisa da amocanebidan gamomdinare, mis ZiriTad
strategias warmodgens ti piurad agraruli da
naxevrad agraruli im ekonomikurad aqtiuri
segmentis aTviseba, romelic tradiciuli komerciuli finansuri kapitalis interesis miRma
darCa. swored amitom saerTo socialur-ekonomikuri efeqtis gaumjobesebis da aseve sasesxo
dabandebis diversificirebis mizniT fondi
gansakuTrebul yuradRebas uTmobs wvrili warmoebis/momsaxurebis, fermeruli meurneobebis da
msgavsi strategiuli mniSvnelobis dargebis
aTvisebas. Sedegad fondis dakreditebis politika miznobrivad xels uywobs mewarmeTa motivacias reinvesticiebis gansaxorcieleblad.
fondi misi finansuri saqmianobis profilidan gamomdinare, warmodgens garkveul specializirebul, Sualeduri funqciis matarebel
finansur instituts _ komerciul mikrosafinanso banksa da araformalur mikrodafinansebis sferos Soris. Sesabamisad sakredito
strategia prioritetulad warmoadgens arastandartul, magram ekonomikurad dasabuTebul
alternatiul dakreditebis sqemebs, romlebic
maqsimalurad moicaven mikrosakredito bazris
mTel dargobriv speqtrs, samizne jgufebis individualuri ekonomikuri interesebis gaTvaliswinerbiT. dakreditebis politikis gansazRvrisas fondi upiratesobas aniWebs naklebad
standartul da diversificirebul sasesxo produqtebs, romlebic moqnilad esadageba rogorc
ukiduresad dabalSemosavlian, aseve SedarebiT
ufro dinamiur mewarmeTa tendenciebs.
amgvarad mcire biznesis ganviTarebis fondi,
iseve rogorc zogadad mikrosafinanso organizaciebi, warmoadgens efeqtur saSualebas
qveyanaSi umuSevrobisa da siRaribis donis
Sesamcireblad;
organziacia amJamad imyofeba misi ganviTarebis Zalzed mniSvnelovan etapze, radgan miRweuli socialur-ekonomikuri Sedegebi qmnis
xelsayrel pirobebs fondis swrafi tempebiT
ganviTarebisaTvis
da
paralelurad
misi
mmarTvelobis Zalisxmeva mimarTulia grZelvadiani finansuri resursebis da alternatiuli
dafinansebis
wyaroebis
moZiebisaken, rac
organizaciisaTvis warmoadgens sasicocxlo
mniSvnelobas.
Tavi 4
zemoT aRniSnuli kvlevis safuZvelze SemuSavebuli kursis Tanmimdevrulad da sworad
dagegmvis Sedegad 2005-2006 wlebisaTvis, minimaluri riskebiT SBDF--ma moaxerxa 128%-iani
zrdis maCveneblis miRweva da samgrelos
bazarze warmoadgens erTerT mTavar moTamaSes
mikro dakreditebis sferoSi, miuxedavad sakmaod mzardi konkurenciisa iseTi msxvili da
gamocdili organizaciebis mxridan, rogoricaa
prokredit banki, FINCA saqarTvelo, saqarTvelos banki da ramdenime sxva finansuri
instituti. mzardi konkurencia ki pozitiurad
aisaxeba momsaxurebis pirobebis moqnilobaze,
rac mniSvnelovani faqtoria mcire da saSualo
bisnesis ufro swrafi ganviTarebisaTvis.
2007-2008 wlebis ganmavlobaSi dagegmilia
mcire biznesis ganviTarebis fondis trasformacia
komerciul,
mogebaze
orientirebul
145
organziaciad, rac mniSvnelovnad Seuwyobs
xels mis institucionalur ganviTarebas da
gazrdis potenciuri investorebis mozidvis
albaTobas.
SekiTxvebi (davalebebi):
1. Tqveni azriT. sworad aris Tu ara SerCeuli
miznobrivi seqtoris qvesegmentebi? ratom?
2. Tqveni azriT, ra xelSemwyobi da xelis
SemSleli pirobebia samegrelos regionis
socialur-ekonomikuri ganviTarebis gzaze?
3. rogor SeafasebdiT diagramaze miRebul
regionSi Catarebul gamokiTxvis Sedegebs?
4. rogor aisaxeba fondis transformacia
komerciul organizaciad mis saqmianobaze?

am Tavis Seswavlis Semdeg Tqven SeZlebT

Transcription

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