am Tavis Seswavlis Semdeg Tqven SeZlebT: 1. aRweroT

Transcription

am Tavis Seswavlis Semdeg Tqven SeZlebT:
1. aRweroT garemo Zalebi, romlebic gavlenas axdenen kompaniis SesaZleblobaze, moemsaxuros myidvelebs; 2.
axsnaT, rogor moqmedebs demografiuli da ekonomikuri garemo marketingul gadawyvetilebebze; 3. gansazRvroT
ZiriTadi tendenciebi firmis bunebriv da teqnologiur garemoSi; 4. axsnaT ZiriTadi cvlilebebi politikur
da kulturul garemoSi; 5. imsjeloT, rogor SeuZliaT kompaniebs marketingul garemoze reagireba.
marketinguli
garemo
gzamkvlevi | ideebis kvaldakval
wignis dasawyisSi (1 da 2 Tavebi) Tqven SeiswavleT marketingis ZiriTadi koncefciebi da marketinguli procesis etapebi, miznobriv momxmareblebTan momgebiani urTierTobebis dasamyareblad. momdevno TavebSi Cven ufro Rrmad
ganvixilavT marketinguli procesis pirvel etaps _ sabazro sivrcisa da
myidvelTa saWiroebebsa da survilebis gagebasTan dakavSirebul sakiTxebs. am
TavSi Tqven aRmoaCenT, rom marketingi vakuumSi ki ara, kompleqsur da cvalebad sabazro sivrceSi muSaobs. aRniSnuli garemos sxva monawileebma _ momwodeblebma, Suamavlebma, myidvelebma, konkurentebma, sazogadoebam Tu sxvam _
SesaZloa imuSaon kompaniasTan erTad an, piriqiT, mis winaaRmdeg. ZiriTadi
garemo Zalebi _ demografiuli, ekonomikuri, bunebrivi, teqnologiuri, politikuri da kulturuli _ qmnian marketingul SesaZleblobebsa da safrTxeebs,
riTic gavlenas axdenen kompaniis unarze, moemsaxuros myidvelebs da
ganaviTaros maTTan momgebiani urTierTobebi. marketingis Seswavlisa da efeqturi marketinguli strategiebis ganviTarebisaTvis Tqven, Tavdapirvelad, unda
SeiswavloT is konteqsti, romelSic marketingi muSaobs.
upirveles yovlisa, Cven ganvixilavT marketingul garemoSi arsebul
ZiriTad tendeciebs, aTaswleulis cieb-cxelebasa da misiT gamowveul nostalgiis bums. am gamowvevaze Volkswagen-is reaqcia e.w. xoWos axali modelis
gamoSveba iyo. kiTxvis procesSi sakuTar Tavs dausviT SekiTxva: ram
ganapiroba am patara avtomanqanis ase kargad morgeba Tanamedroveobaze?
a
xal aTaswleulSi socialuri eqspertebi ufro dakavebulni arian, vidre
adre iyvnen, radganac isini afaseben garemo Zalebis zegavlenas momxmareblebsa da maT samsaxurSi myof marketologebze. `Zvel weliwads axali
cvlis da, rogorc Cans, myisierad icvleba msoflioc. mkvdari da xelaxla
gacocxlebuli, dasrulebuli da aRdgenili gamosaxulebebi i pyroben gonebas.
gaamravleT es yvelaferi aTasze da miiRebT aTaswleulis cieb-cxelebas,
romelic momxmareblis qcevas sxvadasxva saintereso gziT gansazRvravs,~ _
ambobs erT-erTi eqsperti.
aTaswleulis es cieb-cxeleba, gansakuTrebiT, komerciulad yvelaze
gavlenian demografiul jgufze _ `beibi bumerebze~ _ aisaxa. yvelaze asakovani bumerebi, romelTac 50 wels miaRwies, daberebis process ewinaaRmdegebian
im energiiT, romliTac, odesRac, ewinaaRmdegebodnen omianobas. aq mniSvnelovan
rols sxva faqtorebic TamaSobs. dRes yvela asakis adamiani grZnobs, rom
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68
nawili meore
bazris da momxmareblebis gageba
metad gadaRlilia samsaxuriT, zedmeti stimulirebiTa da teqnologiuri
zewoliT. àmerikelebi gancvifrebulni arian... sainformacio epoqis _ swrafi
modemebis, mobiluri aparatebisa da peijerebis SemoteviT. am epoqidan sargeblis miRebis paralelurad, cvlilebaTa swrafi tempis gamo, stressac viRebT,~
_ dasZens eqsperti.
aTaswleulis cieb-cxelebas Sedegad mohyva survili saaTis isrebis ukan
datrialebisaken, Zveli, martivi drois dabrunebis mizniT; am swrafvam ki, Tavis
mxriv, gamoiwvia nostalgiis masobrivi talRa, romelsac marketologebma
Semdegnairad upasuxes: maT Seqmnes produqtebi da imijebi, romlebic momxmareblebs `Zvel, karg droSi~ daabrunebda. àm mZime xanaSi, vardisferi dReebis nostalgia momxmarebels retroproduqtebsa da dizainze aRuZravs madas,~ _
ambobs meore eqsperti.
amis dasturad uamravi magaliTis moyvana SeiZleba: Kellog-ma Zveli Corn
Flakes-is (,,bati-butis’’) warmoeba aRadgina, manqanebis mwarmoeblebma ki _ retro
Roadster-ebisa, rogorebicaa Porsche Boxter-i da Chrysler-PT Cruiser-i; Pepsi-im Tavisi
produqciis gayidvis dasaxmareblad, isev daatriala reklama roling stounsis “Brown Suger”-isa da jeims braunis “I feel Good”-is musikaluri foniT; jenis
joplinis mkveTri xma ki isev gahyviris: `RmerTo, ar ginda, miyido me mersedesbenci?~ Heinz-ma xelaxla daiwyo ketCupis minis klasikuri boTlis warmoeba.
reklama saxelwodebiT `Heinz-i iq iyo” asaxavs 1950-iani wlebis biWebs, romlebic fexburTis moedanze `hoTdogs” miirTmeven. satelevizio qselebma
aRadgines da mayurebels warudgines ganaxlebuli, e.w. retro programebi, romlebic gvepatiJebian karg (*M*A*S*H, L.A.Law, The Cosby Show, The Mary Tyler Moore
Show), cud (That’s Increible! Laverne&Shirley) da namdvilad Zvel (American Bandstand,
The Honeymooners) droSi dasabruneblad.
albaT, arc erT kompanias warsulis iseTi nostalgia ar hqonia, rogoric
Volkswagen-s. man dasaxuli mizani warmatebiT ganaxorciela. misi pirveli
Volkswagen (VW) Beetle amerikaSi 1949 wels gamoCnda. ubralo, `xoWosebri~
dizainiT, sada zedapiriTa da ekonomiurobiT gamorCeuli Beetle-i qromiT
gadatvirTuli da sawvaviT `gaumaZRari~ Detroit-is modelebis sruli anti podi
iyo. miuxedavad imisa, rom mflobelTa umravlesobis azriT, Beetle-i mcire
simZlavris, viwro, xmauriani avtomanqana iyo da, amasTan, zamTarSi iyineboda,
yovelive amas isini modelis mimzidvel Tvisebebad aRiqvamdnen. am umniSvnelo
usiamovnebaTa miuxedavad, Beetle-is yidva da eqspluatacia iafi jdeboda; igi
satareblad moxerxebuli da, rac yvelaze mniSvnelovania, TvalSisacemi iyo.
1960-ian wlebSi, rodesac aTasobiT axalgazrda beibi-bumeri Tavis pirvel
avtomanqanas yidulobda, moTxovna am manqanaze saocrad gaizarda, Beetle-i gadmoscemda amboxis grZnobas damkvidrebuli formebis winaaRmdeg. igi amerikis
istoriaSi yvelaze popularuli avtomanqana xdeba, romlis gayidvebis ricxvic
1968 wlisaTvis 423000-s aRwevs. miuxedavad amisa, 1970-iani wlebis bolos
bumerebma TavianTi dro moWames da Bug-maniamac Caiara, xolo Volkswagen-ma aSSSi Beetle-is warmoeba Sewyvita. da mainc, aTwleulebis Semdegac, es saocari
avtomanqana kvlavac iwvevs Rimilsa da Zlier emociebs. TiTqmis yvela, vinc 30
wels gadaabija, Beetle-sTan dakavSirebul sasiamovno istorias yveba.
mozRvavebuli nostalgiis sapasuxod, Volkswagen-ma 1998 wels axali Beetle
gamouSva. garegnulad, aRdgenili Beetle-i originals waagavs, romelic gardasuli droebis Zlier emociebsa da tkbil mogonebebs aRZravs; misi saloni ki
Tanamedrove niSan-TvisebebiT aris aRWurvili. industriis analitikosis
TqmiT _ `dabrunebuli Beetle-i romantizmisa da mizanSewonilobis kombinacias
efuZneba. mas gaaCnia maRalteqnologiuri mravaldinamikiani stereosistema,
fanjrebis eleqtroamwevebi, kruizkontroli da zeda xedvis fanjara eleqtromarTviT, rac mas didad ganasxvavebs Zveli Bug-isagan. axal versias yvela is
Tanamedrove Tviseba gaaCnia, romelsac dRes avtomanqanis myidveli moiTxovs.
magaliTad, usafrTxoebis oTxi gasaberi CanTa da mobiluri telefonebis
damteni. Tumca, mas xalxi mxolod am Tvisebebis gamo rodi yidulobs. nacnobi
burTis forma, romelic dResac Rimils iwvevs, Seicvala mTeli rigi
upiratesobebiT, rac, marTlac, emociebis momgvrelia.~
axali Beetle-is pirveli reklama, ZiriTadad, nostalgiis Temaze iyo agebuli, magram, imavdroulad, Zveli Beetle-is memkvidreobasac acocxlebda. `Tu
sakuTari suli 80-ian wlebSi gayideT, axla Sansi geZlevaT, xelaxla iyidoT
igi~, _ acxadebs erT-erTi reklama. `naklebi yvavilebi da meti Zala~,
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marketinguli garemo
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`dabruneba mSvenieri, axali niSan-TvisebebiT _ hitis msgavsad~, `0-dan 60-mde?
diax~ _ aseTia sareklamo sloganebi.
Volkswagen-ma axali Beetle-is bazarze gasatanad, investiciis saxiT, 560 milioni dolari Cado. investiciam didi dividendebi moitana, radganac moTxovnam
swrafad gadaaWarba miwodebas. jer kidev manamde, sanam pirveli avtomanqanebi
VW-is vitrinebSi gamoCndebodnen, dilerebi flobdnen im klientebis grZel
siebs, romelTac Bug-ebis unaxavad yidvis survili hqondaT. axali Beetle-i
TaobaTa hiti gaxda. igi im axalgazrdebsac SeuyvardaT, romelTac saerTod ar
axsovdaT Bug-is originali.
Tavdapirvelad, Volkswagen-is realizaciam (ramac CrdiloeT amerikaSi 50000
erTeuli Seadgina) pesimisturi ganwyoba Seqmna. kompaniam aSS-sa da kanadaSi
64000-ze meti axali Bug-i mxolod 9 Tvis Semdeg gayida. gayidvis maCvenebeli
dResac rekordulia _ aSS-Si axali Beetle-i Volkswagen-is gayidvebis meoTxeds
Seadgens. gasuli aTwleulis manZilze, swored misi meSveobiT, VW-is raelizacia xuTjer gaizarda.
Volkswagen-i amaze ar SeCerebula da 2003 wlis dasawyisSi energiuli,
patara kabrioleti Beetle-i gamouSva. jer kidev warmoebis procesSi kabrioletebis naxevarze meti dilerebis mier ukve gayiduli iyo. ès, ubralod,
mSvenieri, bednieri mgzavrobaa,~ _ ambobs aRfrTovanebuli mepatrone. axali
modelis reklamebi ufro martiv, naz dros acocxleben. erT-erTi reklama
asaxavs momRimar adamianTa jaWvur reaqcias: quCaSi mosiarule adamiani
Cerdeba da meores exmareba, meore _ mesames da ase Semdeg. bolos, reklamaSi
naCvenebia, Tu ra iwvevs im pirvel adamianis Rimils – es VW-kabrioletia.
2005 wels Volkswagen-ma Zveli, klasikuri mikroavtobusis xelaxla
gamoSveba ganaxorciela. axalgazrda myidvelTa umravlesoba verc ki
ixilavda Microbus-s, es ukanaskneli Grabeful Dead-is Souze rom ar waredginaT.
sacdelma modelebma didi gamoxmaureba pova avtoCvenebebze iaponiasa da
evropaSi.
àTaswleulis cieb-cxeleba~ marketingul garemoSi farTo diapazonis
Zalebis Serwymam gamoiwvia, dawyebuli teqnologiuri, demografiuli,
ekonomikuri ZalebiTa daYdamTavrebuli kulturuli, socialuri da politikuri faqtorebiT. aRniSnuli mimarTulebis mkvlevarTa azriT, nostalgia
Zlierdeba mosaxleobis asakisa da drosTan dakavSirebuli sirTuleebis
zrdasTan erTad. aseT garemoSi, axali Beetle-i, romelic mdidaria warsuliT,
brwyinvale momavlisaken miikvlevs gzas. `Beetle-i mxolod nostalgia rodia. es
aris praqtikuli modeli, romelic TaobaTa emociebTan mWidrod aris
dakavSirebuli,~ _ ambobs Trend Journal-is redaqtori jerald selento. sxva
analitikosis azriT ki, àxali Beetle-i Cveni romantikuli warsulia, romelic
dRevandelobazea morgebuli. es aris gansxvavebuli, magram Zalze nacnobi
avtomanqana, romelic uZlebs dros.~1
rogorc wina TavebSi aRvniSneT, marketologebma kargi urTierTobebi unda
daamyaron myidvelebTan, kompaniis sxva wevrebTan da gare partniorebTan. yovelives efeqturad warmarTvisaTvis, maT unda Seiswavlon ZiriTadi garemo
Zalebi, romliTac garSemortymulia es urTierTobebi. kompaniis marketinguli
garemo moicavs gare monawileebsa da Zalebs, romlebic gavlenas axdenen marketingis marTvis unarze, aagos da SeinarCunos warmatebuli urTierTobebi
miznobriv momxmareblebTan. marketinguli garemo gvTavazobs rogorc
SesaZleblobebs, ise safrTxeebsac. warmatebul kompaniebs gacnobierebuli
aqvT cvalebad garemo pirobebze mudmivi dakvirvebisa da masTan adaptaciis
mniSvneloba.
dRes, 21-e saukuneSi, momxmareblebsac da marketologebsac Zalze
ainteresebT, Tu ras gviqadis momavali. garemos swrafi cvla grZeldeba.
kompaniaSi, yvelaze metad, marketologi unda iyos tendenciebis mimdevari da
SesaZleblobaTa maZiebeli. miuxedavad imisa, rom garemo pirobebs
organizaciaSi TiToeuli menejeri adevnebs Tvalyurs, marketologebs
saamisod sul sxva, gansakuTrebuli unari gaaCniaT. isini, marketinguli garemos Sesaxeb informaciis mosapoveblad, or sruliad gamokveTil meTods
iyeneben _ marketingul dazvervasa da marketingul kvlevas; amasTan, met dros
marketinguli garemo
(Marketing environment)
gare monawileebi da
Zalebi, romlebic
zegavlenas axdenen
marketingis marTvis
unarze _ aagos da
SeinarCunos warmatebuli urTierTobebi miznobriv
momxmareblebTan.
70
nawili meore
mikrogaremo
(Microenvironment)
kompaniasTan axlos
arsebuli erTeulebi, romlebic zegavlenas axdenen mis
unarze, moemsaxuros
Tavis myidvelebs.
esenia: kompania, momwodeblebi, marketinguli Suamavlebi,
samomxmareblo bazrebi, konkurentebi
da sazogadoeba.
uTmoben myidvelTa da konkurentul garemos. yovelives saguldagulo
SeswavliT marketologebs SeuZliaT TavianTi strategiebis adaptireba, raTa
mzad iyvnen bazris axali gamowvevebisa da SesaZleblobebis Sesaxvedrad.
marketinguli garemo mikro da makrogaremosagan Sedgeba. mikrogaremo
aris kompaniasTan axlos arsebuli erTeulebi, romlebic zegavlenas axdenen
mis unarze, moemsaxuros Tavis myidvelebs. esenia: kompania, momwodeblebi, marketinguli Suamavlebi, samomxmareblo bazari, konkurentebi da sazogadoeba.
makrogaremo moicavs Zlier socioeTikur Zalebs _ demografiuls,
ekonomikurs, bunebrivs, teqnologiurs, politikursa da kulturuls, romlebic
zemoqmedeben mikrogaremoze. Tavdapirvelad, Cven kompaniis mikrogaremos
SevexebiT.
■❚kompaniis mikrogaremo
makrogaremo
(Macroenvironment)
Zlieri socioeTikuri Zalebi (demografiuli, ekonomikuri, bunebrivi,
teqnologiuri, politikuri da kulturuli), romlebic
moqmedeben mikrogaremoze.
marketinguli marTvis mizania, myidvelTa faseulobisa da kmayofilebis
SeqmniT daamyaros maTTan mWidro urTierTobebi. magram marketingis menejerebi am mizans damoukideblad ver miaRweven. suraTi 3.1 gviCvenebs im mTavar
erTeulebs, romlebic marketologis mikrogaremoSi monawileoben. marketinguli warmateba moiTxovs urTierTobebis Camoyalibebas kompaniis sxva
departamentebTan, momwodeblebTan, marketingis SuamavlebTan, myidvelebTan,
konkurentebTan da mravalferovan sazogadoebasTan, romlebic, erTobliobaSi,
qmnian kompaniis faseulobaTa miwodebis qsels.
kompania
marketinguli gegmis Sedgenisas marketingis menejerma unda iTanamSromlos
kompaniaSi arsebul iseT jgufebTan, rogorebicaa umaRlesi menejmenti,
finansebis, kvlevisa da ganviTarebis (R&D), Sesyidvebis, warmoebisa da buRalteriis samsaxurebi. es urTierTgadajaWvuli jgufebi qmnian kompaniis Sida garemos. menejmentis umaRlesi rgoli gansazRvravs kompaniis misias, mis miznebs,
zogad strategiebsa da kompaniis politikas. marketingis menejerebi
gadawyvetilebebs iReben im strategiebisa da gegmebis farglebSi, romlebsac
umaRlesi menejmenti adgens.
marketingis menejerebma, aseve, mWidrod unda imuSaon kompaniis departamentebTan. finansebis ganyofileba asrulebs fondebis mozidvasa da gamoyenebas
marketinguli gegmis gansaxorcieleblad. kvlevisa da ganviTarebis ganyofileba usafrTxo da mimzidveli produqtebis Seqmnaze amaxvilebs yuradRebas; Sesyidvebis samsaxuri momaragebasa da im nedleulze Tu masalaze agebs
pasuxs, romelic sasurveli xarisxisa da saWiro raodenobis produqtis
misaRebad aris saWiro; buRalteriam ki Semosavali da xarjebi unda aRricxos.
yvela departamenti, erToblivad, did zegavlenas axdens marketingul gegmebsa
da qmedebebze. marketinguli koncefciis Tanaxmad, yvela am funqciam ùnda
Caafiqros momxmarebeli~. maT harmoniulad unda imuSaon, raTa uzrunvelyon
myidvelTa umaRlesi faseuloba da kmayofileba.
suraTi 3.1
mikrogaremos
ZiriTadi monawileebi
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marketinguli garemo
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momwodeblebi
momwodeblebi mniSvnelovan rols TamaSoben momxmareblebisaTvis faseulobis
miwodebis sistemaSi. isini kompanias saqonlisa da momsaxurebis warmoebisTvis
saWiro resursebiT uzrunvelyofen. momwodebelTa problemebma SesaZloa
seriozulad imoqmedos marketingzec. marketingis menejerebma Tvalyuri unda
adevnon momwodebelTa SesaZleblobebs _ resursebis miwodebis simcirem an
gadavadebam, muSaTa saprotesto gamosvlebma Tu sxva movlenebma SesaZloa
gamoiwvios gayidvebis moklevadiani Seferxeba da ziani miayenos myidvelTa
grZelvadian kmayofilebas. marketingis menejerebma, agreTve, yuradReba unda
gaamaxvilon kompaniaSi Semomavali nedleulisa Tu nawarmis faswarmoqmnis
tendenciebze. momaragebis mzardma xarjebma SesaZloa gamoiwvios warmoebuli
produqciis fasis zrda, rac, Tavis mxriv, zians miayenebs kompaniis gayidvebs.
dRes marketologTa umravlesoba Tavis momwodeblebs epyroba rogorc
partniorebs. Wal-Mart-i akeTebs yvelafers, raTa iTanamSromlos Tavis momwodeblebTan; magaliTad, saSualebas aZlevs, raTa mis maRaziebSi gamocadon
axali produqtebi. kompaniis Sesabamisi ganyofileba gamoscems specialur
megzurs da mxars uWers saTanado veb-gverds, rac momwodeblebs exmareba,
marTon Wal-Mart-is Sesyidvis procesebi. kompaniam icis, rom kargi partnioruli
urTierTobebi utyuari garantiaa, rogorc Wal-Mart-is, ise momwodeblebis,
sabolood ki, myidvelTa warmatebisaTvis.
marketinguli Suamavlebi
marketinguli Suamavlebi es is firmebia, romlebic kompaniebs produqtebis
saboloo myidvelTan warmoCenaSi, gayidvasa da distribuciaSi exmarebian. am
kategorias miekuTvnebian gadamyidvelebi, fizikuri distribuciis firmebi,
marketinguli momsaxurebis saagentoebi da finansuri Suamavlebi. gadamyidvelebi warmoadgenen distribuciis arxis erT-erT rgols, romlebic kompanias
myidvelebis moZiebaSi an maTTvis produqtis miyidvaSi exmarebian. maT ganekuTvnebian biTumad da sacalod movaWreebi, romlebic yiduloben da xelaxla yidian saqonels. gadamyidvelTa SerCeva da maTTan partnioruli urTierTobis
damyareba arcTu ise advilia. wavida is dro, rodesac mwarmoeblebs SeeZloT
patara, damoukidebel gadamyidvelTagan arCevani. sadReisod, isini aRmoCndnen
iseTi didi da mzardi gadamyidveli organizaciebis pirispir, rogorebic
arian: Wal-Mart, Target, Home Depot, Costco da Best Buy. am organizaciebs sakmarisi
Zala aqvT, raTa marTon urTierTobebi an, sulac, gaaZevon didi bazrebidan esa
Tu is mwarmoebeli.
fizikuri distribuciis firmebi kompaniebs exmarebian, raTa maT Tavi mouyaron da gadaitanon saqoneli warmoebis adgilidan daniSnulebis adgilamde.
sabiTumo maRaziebTan da gadamzidvel firmebTan TanamSromlobiT, kompaniam
unda SeimuSaos saqonlis gadatanis saukeTeso gzebi, raTa daabalansos iseTi
faqtorebi, rogorebicaa xarji, miwodebis siCqare da usafrTxoeba. marketinguli momsaxurebis saagentoebs warmoadgenen marketinguli kvlevis kompaniebi, sareklamo da media-dagegmvis saagentoebi da marketingis sakonsultacio firmebi, romlebic kompanias exmarebian miznobrivi auditoriis
gansazRvrasa da swored SerCeul bazrebze sakuTari produqciis
stimulirebaSi. kompaniam saguldagulod unda SearCios saagento, romelTanac
TanamSromlobas gadawyvets, radgan isini gansxvavdebian SemoqmedebiTi unariT,
xarisxiT, momsaxurebiTa da fasebiT. finansuri Suamavlebi moicaven bankebs,
sakredito Tu sadazRvevo kompaniebsa da sxva biznesebs, romlebic xels
uwyoben finansur tranzaqciebs an azRveven saqonlis yidvasa da gayidvasTan
dakavSirebul riskebs. firmebisa da myidvelebis umravlesoba finansur
Suamavalzea damokidebuli, raTa daafinanson TavianTi garigebebi.
momwodeblebis msgavsad, marketinguli Suamavlebi kompaniis faseulobis
miwodebis erTiani sistemis mniSvnelovan komponents warmoadgenen.
urTierTobebis gzebis Ziebisas, myidvelTa moTxovnilebebis srulad dakmayofilebis mizniT, kompaniam unda gaakeTos ufro meti, vidre mxolod sakuTari
maCveneblebis optimizaciaa. man unda efeqturad iTanamSromlos marketingul
SuamavlebTan, raTa moaxdinos mTeli sistemis maCveneblebis optimizacia.
amgvarad, dRes marketologebi acnobiereben TavianT SuamavlebTan partnioruli muSaobis mniSvnelobas. isini maT ar uyureben, rogorc, ubralod,
marketinguli
Suamavlebi
(Marketing
intermediaries)
firmebi, romlebic
kompaniebs produqtebis warmoCenaSi,
gayidvasa da distribuciaSi exmarebian. maT miekuTvnebian gadamyidvelebi, fizikuri distribuciis firmebi,
marketinguli momsaxurebis saagentoebi da finansuri
Suamavlebi.
72
nawili meore
sadistribucio arxebs, romelTa meSveobiTac yidian sakuTar produqcias.
magaliTad, Coca-Cola-s aTwliani urTierToba aqvs Wendy’s-Tan, rac mas gamagrilebeli sasmelebiT swrafi kvebis qselebis
eqskluziuri mommarageblis statuss aniWebs.
sinamdvileSi, Coca-Cola Wendy’s-s uzrunvelyofs
ufro metiT, vidre, ubralod, gamagrilebeli sasmelebia. igi mas Zlier marketingul mxardaWerasac ukeTebs.
■ TanamSromloba marketingul SuamavlebTan: Coca-Cola
Wendy's uzrunvelyofs bevrad ufro metiT, vidre, ubralod,
gamagrilebeli sasmelebia. igi mas, agreTve, Zlier marketingul mxardaWeras ukeTebs.
Wendy’s-s hyavs jvaredin-funqcionaluri
jgufi, romelic Coca-Cola-s 50 TanamSromlisagan Sedgeba. es jgufi Coke-is mier finansdeba. bevrad ufro met xarjs saWiroebs
Coca-Cola-s mier Catarebuli kvlevebi, romlis
SedegebiTac igi Tavis partniorebs amaragebs. Coca-Cola Zal-Rones ar iSurebs, raTa
Seiswavlos gamagrilebeli sasmelebis momxmareblebi da daarwmunos partniorebi, rom
maT am Sedegebis gamoyeneba SeuZliaT. kompania aSS-s TiToeuli safosto indeqsis qveS
mcxovrebi xalxis demografiul maCveneblebs aanalizebs da am informacias iyenebs,
raTa Seqmnas kompiuteruli programa saxelad Solver-i. miznobrivi auditoriis Sesaxeb
SekiTxvebze pasuxis gacemiT, Wendy’s-is frenCaizingis mflobelebs SeuZliaT gansazRvron, maT teritoriaze mcxovrebi myidvelebi Coca-Cola-s romel brends aniWeben
upiratesobas. Coca-Cola-m, aseve, kargad Seiswavla menius dizaini, raTa daedgina, Tu romeli iarliyi, Srifti, asoTa zomebi, ferebi
da vizualuri mxareebi ganapirobebs momxmareblebis mxridan ufro meti sakvebisa da
sasmelis SekveTas. aseTma intensiurma partniorulma Zalisxmevam Coca-Cola-s AaSS-Si gamagrilebeli sasmelebis bazris 65-procentiani
wili moutana maSin, rodesac Pepsi-s wili
mxolod 24 procents Seadgens.2
myidvelebi
kompaniam kargad unda Seiswavlos myidvelTa bazrebis xuTi ti pi. samomxmareblo bazari moicavs individualur pirebsa da ojaxebs, romlebic produqtsa
da momsaxurebas piradi moxmarebisaTvis iZenen. biznesbazrebi produqtsa da
momsaxurebas Seisyidian maTi Semdgomi damuSavebis an sxva produqtis warmoebis procesSi gamoyenebis mizniT maSin, rodesac gadamyidvelTa bazari produqtsa da momsaxurebas yidulobs, raTa, mogebisaTvis, xelaxla gayidos.
samTavrobo bazars qmnian samTavrobo saagentoebi, romlebic saqonels an
saTanado momsaxurebas iZenen imisaTvis, rom awarmoon Sesabamisi sazogadoebrivi momsaxureba (komunaluri samsaxuri, sazogadoebrivi transporti da a.S).
dabolos, saerTaSoriso bazrebi Sedgeba sxva qveynebSi arsebuli myidvelebisgan, romelTa Soris arian momxmareblebi, biznesebi, gadamyidvelebi da
mTavrobebi. bazris TiToeul ti ps gaaCnia gansakuTrebuli maxasiaTebeli
Tvisebebi, romlebic gamyidvelebma saguldagulod unda Seiswavlon.
konkurentebi
marketingul koncefciaSi xazgasmiT aris aRniSnuli, rom warmatebis misaRwevad kompaniam unda Seqmnas myidvelTa ufro didi faseuloba da kmayofileba,
vidre amas konkurentebi gaakeTeben. amdenad, marketologma unda gaakeTos
ufro meti, vidre, ubralod, miznobrivi momxmareblis moTxovnilebebze adaptaciaa. maT, agreTve, unda moi povon strategiuli upiratesoba imis saSualebiT,
Tavi 3
marketinguli garemo
73
rom momxmarebelTa SegnebaSi konkurentebze ufro mZlavrad moaxdinon
TavianTi SeTavazebebis pozicionireba.
ar arsebobs iseTi konkurentunariani marketinguli strategia, romelic
yvela kompanias moergeba. TiToeul firmas, industriaSi, konkurentebisgan gansxvavebuli, sakuTari pozicia unda gaaCndes. did firmebs, romelTac
industriaSi dominanturi poziciebi ukaviaT, SeuZliaT gamoiyenon strategiebi, romelTac SedarebiT patara firmebi ver gawvdebian. Tumca mxolod
masStabebi sakmarisi ar aris. didi kompaniebisaTvis arsebobs rogorc momgebiani, ise wamgebiani strategiebi. Tavis mxriv, patara firmebsac SeuZliaT
ganaviTaron iseTi strategiebi, romelTa saSualebiTac, did firmebTan
SedarebiT, ukeTesi mdgomareoba eqnebaT.
sazogadoeba
kompaniis marketinguli garemo mravalferovan sazogadoebasac moicavs. sazo gadoeba aris nebismieri jgufi, romelsac aqvs faqtobrivi an potenciuri
interesi Tu gavlena organizaciis SesaZleblobaze, miaRwios sakuTar miznebs.
Cven SegviZlia gamovyoT sazogadoebis Svidi ti pi:
■
finansuri sazogadoeba zegavlenas axdens kompaniis SesaZleblobaze,
moi povos finansuri resursebi. bankebi, sainvesticio kompaniebi da
aqcionerebi finansuri sazogadoebis ZiriTadi warmomadgenlebi arian.
■
media-sazogadoeba moicavs informacias, saavtoro gadacemebs da saredaqcio Sexedulebebs. esenia: gazeTebi, Jurnalebi, radio da
televizia.
■
samTavrobo sazogadoeba. menejmentma unda
gaiTvaliswinos mTavrobis gadawyvetilebebi
da misi ganviTareba. marketologebma kompaniis iuristebTan xSirad unda gaiaron
saTanado konsultaciebi produqtis usafrTxoebasTan, reklamis sandoobasa da sxva
sakiTxebTan dakavSirebiT.
■
aqtiur moqalaqeTa sazogadoeba. kompaniis
marketingul gadawyvetilebebTan dakavSirebiT, SesaZloa kiTxvebi gauCndeT momxmarebelTa organizaciebs, garemos dacvis warmomadgenlebs,
nacionalur
umciresobaTa
jgufebsa Tu sxvebs. amgvar moqalaqeTa jgufebTan urTierTobis damyarebaSi kompanias
sazogadoebasTan urTierTobis ganyofileba
exmareba.
■
adgilobrivi sazogadoeba Sedgeba mezoblad
mcxovrebi momxmareblebisa da mezoblad
mofunqcionire organizaciebisagan. didi
kompaniebi, xSirad, niSnaven samoqalaqo urTierTobebis oficrebs, romlebic amyareben
urTierTobebs, eswrebian Sexvedrebs, pasuxoben SekiTxvebs da xels uwyoben perspeqtiul
wamowyebebs.
■
sazogadoebis farTo fenebi. kompaniam yuradReba unda gaamaxvilos sazogadoebis
farTo fenebis damokidebulebaze sakuTari
produqtisa da saqmianobisadmi. kompaniis sazogadoebrivi imiji did gavlenas axdens mis
gayidvebze.
sazogadoeba (Public)
nebismieri jgufi,
romelsac aqvs faqtobrivi an potenciuri interesi Tu
gavlena organizaciis SesaZleblobaze, miaRwios
sakuTar miznebs.
■ sazogadoeba: am reklamaSi Wal-Mart-i aRiarebs rogorc adgilobrivi sazogadoebis, ise misi TanamSromlebis mniSvnelobas. kompaniis e.w. `kargi muSaobis stimulirebis programa~
mxolod erTi magaliTia Mal-Mart-is monawileobisa, qveynis
maStabiT, sxvadsxva sazogadoebriv RonisZiebebSi, riTic
Zlier amayobs igi.
74
nawili meore
■
kompaniis Sida sazogadoeba Sedgeba sxvadasxva kategoriis TanamSromlebis,
menejerebis, moxaliseebisa da direqtorTa sabWosagan. didi kompaniebi
iyeneben sainformacio werilebsa Tu sxva saSualebebs, raTa informacia miawodon Sida sazogadoebas da moaxdinon misi motivacia. rodesac TanamSromlebi sakuTari kompaniisadmi dadebiTad arian ganwyobilni, es muxti
mTel gare sazogadoebazec vrceldeba.
kompanias marketinguli gegmebis SemuSaveba SeuZlia rogorc myidvelTa
bazrebis, ise sazogadoebis am ZiriTadi jgufebisTvisac. warmovidginoT, rom
kompanias, sazogadoebis erT-erTi jgufis mxridan, surs gansakuTrebuli
reaqciis miReba (keTili nebis gamoxatva, sasurveli informaciis sityvierad
gavrceleba an Sewiruloba droisa Tu fulis saxiT). amisaTvis kompaniam am
sazogadoebisaTvis unda Seqmnas SeTavazeba, romelic sasurveli reaqciis
misaRebad sakmaod momxibvleli iqneba.
■❚ kompaniis makrogaremo
kompania da mikrogaremos yvela sxva monawile Zalebi ufro did makrogaremoSi moqmedeben, romelic kompaniisaTvis qmnis rogorc SesaZleblobebs, ise
safrTxeebs. suraTi 3.2 gviCvenebs kompaniis makrogaremos eqvs mTavar Zalas. am
Tavis momdevno nawilSi ganvixilavT am Zalebs da maT zemoqmedebas marketingul gegmebze.
demografia
(Demography)
mosaxleobis
Seswavla raodenobis, simWidrovis, adgilmdebareobis,
asakis, sqesis, rasis,
saqmianobisa da sxva
statistikuri monacemebis mixedviT.
demografiuli garemo
demografia aris mosaxleobis Seswavla raodenobis, simWidrovis, adgilmdebareobis, asakis, sqesis, rasis, saqmianobisa da sxva statistikuri monacemebis
mixedviT. demografiuli garemo marketologTa mTavar interess warmoadgens,
radgan igi Sedgeba adamianebisagan, romlebic, Tavis mxriv, bazrebs qmnian.
msoflios mosaxleoba gasaocari siswrafiT izrdeba. axla igi 6.3 miliardze mets Seadgens, 2030 wlisaTvis ki misi ricxvi 8.2 miliards gadaaWarbebs.3
msoflios mravalricxovani da mravalferovani mosaxleoba SesaZleblobaTa
da gamowvevaTa farTo arCevans gvTavazobs. ramdenime wuTiT dafiqrdiT msoflioze da masSi Tqvens adgilze. Tu msoflios soflis masStabebSi
gadaviyvanT, romelic 1000 adamianiT aris dasaxlebuli, aseT suraTs miviRebT:4
■
■
■
suraTi 3.2
kompaniis makrogaremos mTavari Zalebi
sofelSi icxovrebda 520 qali da 480 mamakaci, 330 bavSvi, 65 wels gadacilebuli 60 adamiani, kolejis 10 kursdamTavrebuli da 335 gaunaTlebeli, zrdasruli piri.
iqneboda 52 Crdiloamerikeli, 55 rusi, 84 laTinoamerikeli, 95 evropeli, 124
afrikeli da 584 azieli.
komunikacia iqneboda metad rTuli: erTi naxevridan 165 ilaparakebda Cinur
enaze, 85 _ inglisurad, 83 _ hindize, 64 _ espanurad, 58 _ rusulad da 37 _
arabulad; meore naxevari ki _ 5000 sxvadasxva enaze.
Tavi 3
■
■
■
■
marketinguli garemo
75
Cven Soris icxovrebda 329 qristiani,
178 musulmani, 32 indusi, 60 budisti, 3
iudeveli, 167 saerTod ureligio, 45
aTeisti da sxva religiebis 86 mimdevari.
Cveni mosaxleobis erTi mesamedi upiratesobas mianiWebda sufTa, usafrTxo sasmel wyals. Cveni bavSvebis
naxevarze meti imunizebuli iqneboda
infeqciebisagan.
tyiT dafaruli miwebi sofelSi
swrafad Semcirdeboda, SiSveli miwebi ki, piriqiT, gaizrdeboda. soflis
mosavliani miwebis 40 procenti, romelic Cveni sasuqebis 83 procentiT
iqneboda ganoyierebuli, mogvcemda
sakvebis 72 procents, romelic 270
adamians daakmayofilebda. danarCeni
miwis 60 procenti ki, sasuqis 17 procentis gamoyenebis Sedegad, mogvcemda
sakvebis 28 procents, romelsac dar■ msoflios mosaxleoba arnaxuli siswrafiT izrdeba, rac marketoCenili 730 adamiani gainawilebda. so- logTaTvis araerT SesaZleblobasa da gamowvevas qmnis. dafiqrdiT
felSi 500 adamiani sakvebis ukmariso- ramdenime wuTiT msoflioze da masSi Tqvens adgilze.
biT daitanjeboda.
1000-dan mxolod 200 adamiani gaakontrolebda soflis simdidris 75 procents, meore 200 ki simdidris mxolod 2
procents miiRebda. 70 adamians eyoleboda avtomanqana. mxolod erTs eqneboda kompiuteri da, albaT, isic internetSi CaurTveli.
msoflios mosaxleobis aseTi swrafi mateba uzarmazar gavlenas axdens
biznesze. mzardi mosaxleoba mzardi adamianuri moTxovnilebebis dakmayofilebas moiTxovs. mosaxleobis msyidvelobiTi unaris zrda warmoadgens garemoSi gaCenil SesaZleblobas kompaniebisaTvis. magaliTad, CineTis mTavrobam,
mosaxleobis zrdis tempis SeCerebisa da kontrolis mizniT, SemoiRo kanoni,
romelmac SezRuda Sobadoba (TiToeul ojaxze TiTo bavSvi). Sedegad, Cineli
bavSvebi saocrad ganebivrebulni arian. `patara imperatorebi da imperatricebi~ _ ase uwodeben maT CineTSi da anebivreben sxvadasxva saCuqrebiT,
dawyebuli kamfetebiTa da kompiuterebiT damTavrebuli. am sindroms èqvsjibiani sindromis~ saxeliT icnoben: eqvsi ufrosi, maT Soris mSoblebi da mosiyvarule bebia-babuebi, bavSvebs yvelanair axirebas usruleben. axla pekinSi
mSoblebi TavianTi Semosavlis 40 procents erTaderT sayvarel Svils axarjaven. am tendenciam asparezi misca saTamaSoebis mwarmoebel iseT kompaniebs,
rogorebicaa Japan’s Bandai Company (romelic Tavisi reinjerebiT aris cnobili),
Denmark’s Lego Group-i da Mattel-i (romelTac CineTis bazarze TavianTi adgili
daimkvidres), McDonald’s-i ki am ganebivrebul TaobaSi triumfaluri warmatebiT
sargeblobs.5
amgvarad, marketologebi fexdafex misdeven demografiul tendenciebsa da
bazrebze mimdinare procesebs rogorc qveynis SigniT, aseve sazRvargareT.
isini iTvaliswineben asakobriv cvlilebebsa da ojaxis struqturas, mosaxleobis geografiul gadanacvlebas, ganaTlebis maCveneblebsa da mosaxleobis
mravalferovnebas. aq Cven ganvixilavT yvelaze mniSvnelovan demografiul
tendenciebs aSS-Si.
mosaxleobis asakobrivi struqturis cvlileba. 2003 wels aSS-is mosaxleoba
291 milion adamianze mets Seadgenda; 2025 wlisTvis ki es maCvenebeli 350 milionamde gaizrdeba.6 qveyanaSi erTaderTi yvelaze mniSvnelovani demografiuli tendencia mosaxleobis asakobrivi struqturis cvlilebaa. rogorc
naCvenebia suraTze 3.3, amerikis mosaxleoba Svidi Taobis jgufisagan Sedgeba.
Cven ganvixilavT sam udides asakobriv jgufs _ e.w. beibi-bumerebs, Taoba X-sa
da Taoba Y-s. yuradRebas agreTve gavamaxvilebT maT zegavlenaze dRevandel
marketingul strategiebze.
76
nawili meore
beibi-bumerebi (Baby
boomers)
meore msoflio omis
Semdeg, 1946-1964
wlebSi, Sobadobis
bumis dros, aSS-Si
dabadebuli 78 milioni moqalaqe.
beibi-bumerebi _ bavSvebi, romlebic qveyanas meore msoflio omis Semdeg, 19461964 wlebSi moevlinen. AaRniSnul periodSi aSS-Si dawyebuli Sobadobis
bumis gamo, maTma ricxvma 78 milions miaRwia. mas mere swored isini warmoadgenen yvelaze Zlier Zalas, romelic zegavlenas axdenen marketingul garemoze. bumerebi warmoadgendnen moZrav mizans marketologebisaTvis, vinaidan
maT gaiares bavSvobis, Tineijerobis, axalgazrdobis periodebi da amJamad Sua
xnis an cotaTi ufro xanSi Sesulebi arian. dRes isini mosaxleobis 28 procents Seadgenen, Tumca, gamoimuSaveben qveynis mTliani Semosavlis naxevars.
marketologebi yvelaze did yuradRebas bumerebis Taobis SedarebiT
patara, zeda fenas uTmobdnen _ ufro ganaTlebul, moZrav da mdidar segmentebs. am ukanasknelT bevri saxeliT moixseniebdnen. 1980-ian wlebSi maT “yuppies”-i (young urban professionals), “bumpies”-i (black upwardly moving professionals); “yummies”-i (young upwardly moving professinals) da “DINKs”-i (dual income, no-kids couple)
erqvaT. 1990-ian wlebSi ki yuppies-ebma da Dinks-ebma gza axal Taobebs _
“DEWKs”-sa (dual earners with kids) da “MOBYs”-s (mother older, baby younger) dauTmes.
axla am Taobisgan gulnatkeni marketologebi maT WOOFs-s (well-off older folks) an
“GRUMPIES”-s (Wirveulebs) uwodeben.
beibi-bumerebma cxovrebis yvela sferoSi Seabijes da biznesisTvis
mravalferovani miznobrivi segmentebi Seqmnes. arseboben mdidari da
SedarebiT dabali Semosavlis mqone bumerebi. maTi 25 procenti rasobrivi an
eTnikuri umciresobis warmomadgenelia.7
yvelaze axalgazrda bumerebi axla 30 wlisani arian, yvelaze xandazmulebma ki 50 wels miaRwies. amerikaSi, yovel wuTs 7 bumeri xdeba 50 wlis da
es tendencia 2014 wlamde gagrZeldeba. 2025 wlisTvis 61-79 wlis asakis beibibumerebis ricxvi 64 milions miaRwevs. amgvarad, bumerebi àxalgazrda
Taobidan~ `welSi moxrilTa Taobad~ gardaiqmnen. mowifuli bumerebi ganicdian Sua asakisaTvis damaxasiaTebel emociebs, xelaxla fiqroben TavianTi
samuSaos mizansa da faseulobaze, pasuxismgeblobebsa da urTierTobebze.
isini cxovrebas udgebian ufro stabilurad da meti dafiqrebiT imaze, Tu
rogor cxovroben, azrovneben, Wamen da xarjaven Semosavlebs. asakis matebasTan
erTad, isini did da mniSvnelovan bazars qmnian.
amasTanave, asakovani bumerebis wlebi, Semosavlebisa da xarjvis mxriv, piks
aRwevs. amdenad, isini qmnian axali sacxovreblisa da misi rekonstruqciis,
finansuri momsaxurebebis, mogzaurobisa da garTobis, gare kvebis,
janmrTelobisa da fitnesis produqtebis, Zvirfasi manqanebisa da fufunebis
sxva sagnebis momgebian bazrebs. magaliTad, SarSan sacxovrebeli saxlebis
rekonstruqciisaTvis gaRebuli xarjebis naxevarze meti beibi-bumerebze modioda.8
Secdoma iqneboda, bumerebisTvis mxolod àsakovnebi~ da `solidurebi~
gvewodebina. sinamdvileSi, isini weliwadSi, 30 miliard dolars xarjaven
TavianTi wlovanebisTvis Seuferebel produqtebsa da momsaxurebebze. modiT,
ganvixiloT Semdegi magaliTi:9
deiv konrati vaSingtonis centrSi _ Grooming Loung-Si erTaderTi
gadawyvetilebiT Cavida – ukan daetrialebina saaTis isrebi. 43 wlis
suraTi 3.3
aSS-is mosaxleobis
Svidi Taoba.
wyaro: elison stein
velneri, `TaobaTa dayofa~, amerikeli demografebi, 2000 wlis
oqtomberi, gv. 53-58
Tavi 3
marketinguli garemo
77
komerciulma mSenebelma gaikeTa
axali
varcxniloba, gai parsa
wveri, romelic mis garujul saxes
asaks matebda, swrafi masaJiT
moiSora Rababi, SeiZina kanis
tonaluri kremi da saparsi zeTi.
yvelaferi
es
mSenebels
100
dolari daujda, magram igi kmayofili iyo. `28 wlis ymawviliviT
vgrZnob Tavs. bevrs vmuSaob da,
Cemi azriT, 100 dolari araferia
imisaTvis, rom axalgazrdulad
gamoviyurebode. me amas vimsaxureb~, _ acxadebs konrati da
maRaziis vitrinaSi kmayofili
Sehyurebs sakuTar gamosaxulebas.
sxva Taobebisgan gansxvavebiT, bumerebi uars amboben pensiaze gasvlaze.
bevri maTgani cdilobs cxovrebis ■ beibi-bumerebi: Secdoma iqneboda, bumerebisaTvis mxolod ,,asakovneamaRelvebeli momentebis xelaxla bi'an ,,solidurebi~ gvewodebina. wylis motocikletebis industriam
aRmoCenasa da Tanamedrove ritmis axalgazrda momxmareblebi miatova da saSualo asakis bumerebis momayolas. magaliTad, amerikis mogzaur- saxureba daisaxa miznad.
Ta asociaciis monacemebis mixedviT,
bolo 5 wlis ganmavlobaSi, qveynis
saSualo da asakovani mosaxleobis naxevari ardadegebze saTavgadasavlo
mogzaurobebSi dadioda. maTgan 56 procenti bumeri iyo. Harley-Davidson-is
myidvelTa saSualo asaki 46 welia, anu zustad imdeni, ramdenisac bumerebis
Taobis warmomadgenlebi arian. wylis motocikletebis industria axalgazrda
momxmareblebidan saSualo asakis bumerebze da maT Svilebze gadaerTo.10
erTkaciani, dasadgomi wylis motocikletebi axla bazris
mxolod 1 procents Seadgens. axal modelebs aqvT ufro farTo, 3-4kaciani dasajdomi adgilebi, specialuri saTavsoebi gasagrilebeli
sasmelebisTvis da fexebis dasvelebis sawinaamRdego saSualebebi.
praqtikulad, isini wylis mini-manqanebs warmoadgenen. amgvarad,
bumerebs surT, mudam axalgazrduli cxovrebis stils misdion.
Taoba X. bumerebis periods moyva `Sobadobis kleba~ da Seiqmna 45-milioniani
axali Taoba, romlis warmomadgenlebis dabadebis wlebia 1965-1976. duglas
koplenti am Taobas `Taoba X~-s uwodebs, radgan isini bumerTa CrdilSi imyofebian da TaobaTa maxasiaTeblebi naklebad aqvT gamokveTili. maT
sxvanairadac moixsenieben: `beibi basterebi~, `Crdilis Taoba~ an “yiffies”, rac
Semdegi sityvebis abreviaturaa _ axalgazrda, individualuri, Tavisuflebis
moyvaruli Taoba.
Taoba X-is warmomadgenlebi gamoirCevian cxovrebiseuli gamocdilebiT.
ganqorwinebis raodenobis zrdisa da dedebis dasaqmebis matebis gaTvaliswinebiT, isini iqcnen pirvel Taobad, romelic adreul asakSi gaTavisuflda
mSoblebis garemocvisagan. iqidan gamomdinare, rom Taoba X-is warmomadgenlebi gaizardnen recesiis anu warmoebis daqveiTebisa da korporaciebis
Semcirebis periodSi, maT ufro windaxeduli ekonomikuri xedva aqvT.
Sedegad, Taoba X ufro skeptikuri adamianebis erTobliobaa. isini cinikurad uyureben aragonivrul marketingul qmedebebs, romlebic warmatebis advilad miRwevas gvpirdebian, samagierod, iziareben axal kulturul faseulobebs, zrunaven garemoze da dadebiTad arian ganwyobilni socialurad
pasuxismgebeli kompaniebisadmi. warmatebis Ziebis miuxedavad, isini naklebad
materialistebi da metad romantikulebi arian _ afaseben STabeWdilebebs da
ara SenaZens; surT ukeTesi cxovreba da metad arian motivirebulni, raTa samsaxurisgan kmayofilebi darCnen, vidre piradi bednierebis msxverplad gaRebiT
samsa-xurSi winsvlas miaRwion.
erT dros, `MTV-is Taobad~ aRiarebuli, sxeulze sviringis mqone da
“McJob”-is fanatebad wodebuli X-Taoba dRes sul ufro xandazmuli xdeba da
Taoba X (Generation X)
45-milioniani Taoba,
romelic dabadebulia beibi_bumerebis
Semdeg, 1965-1976
wlebSi, e.w. ,,Sobadobis klebis~''
periodSi.
78
nawili meore
Zlierdeba. isini ufro metad erTobian
internetiT, vidre sxva jgufebis warmomadgenlebi, Tumca amas friad seriozuli ganzraxviT akeTeben. X-Taobis
warmomadgenlebi cvlian beibi-bumerebis cxovrebis stils, kulturasa da
materialistur faseulobebs. wliurad,
maTi msyidvelobiTi SesaZleblobebi
daaxloebiT 736 miliard dolars
Seadgens. 2010 wlisaTvis isini beibibumerebs gauswreben da, TiTqmis nebismieri
kategoriis
produq-tisaTvis,
ZiriTad miznobriv bazars Seqmnian.11
aseTi potenciis mqone X-Taobaze
bevri kompania amaxvilebs yuradRebas.
ganvixiloT Semdegi magaliTi:
CrdiloeT Cikagos erT-erT
SemogarenSi, sursaTis
yofili
maRazia Trader Joe’s-is gverdiT, mdebareobs CB2-is maRazia, sadac momavali Taobis myidvelTaTvis sayofacxovrebo nivTebis sxvadasxva
koncefciaa warmodgenili. SenobaSi teqnojazis xma ismis da dadgmulia uzarmazari ekranebi. Aabra
”CB”-i iSifreba, rogorc Crate&Barrel,
“2” ki miuTiTebs, rom maRaziaSi gamofenili saqoneli gankuTvnilia
meore, zedmetad Tamami Taobis, 40
wlamde asakis myidvelebisaTvis.
vin arian CB2-is ZiriTadi momxmareblebi? _ es Taoba X-ia. isini arian
25-dan 40 wlamde asakis adamianebi,
romlebic cxovroben, ZiriTadad,
sxvenebSi, binebsa Tu qalaqis saxlebSi da ara gareubnebSi. isini
arian skeptikosebi, mouTmenelni da
Zalze moZravi adamianebi. maT uyvarT tendenciebi, iswrafvian siaxlisa da SemTxveviTobisaken. CB2-s
dasWirda sami weliwadi, raTa am
moTxovnebis
damakmayofilebeli,
■ fokusireba X-Taobaze: Crate&Barrrel's-ma Seqmna e.w. CB2 maRazia, sadac
zustad gansazRvruli miqsi mieRo.
gamofenili saqoneli gankuTvnilia zedmetad Tamami dizainisa da
magaliTad, Tu Crate&Barrel-i samzafasebis moyvaruli 25-dan 40 wlamde Taobis momxmareblisaTvis.
reulos moyvarulebs izidavs, CB2ma aRmoaCina, rom misi ZiriTadi
myidvelebi ufro met dros kompiuterebTan atareben; amdenad, samzareulosaTvis saWiro nivTebidan yuradReba saofise nivTebze gadaitana.12
Taoba Y (Generation Y)
72-milionioniani
Taoba _ beibibumeris Svilebi,
dabadebulni 19771994 wlebSi
Taoba Y. erT mSvenier dRes beibi-bumerebi da Taoba X-is warmomadgenlebi
TavianT sadaveebs sxva demografiul jgufs – Y-Taobas gadascemen (maT, aseve,
eqo-bumerebad moixsenieben). 1977-1994 wlebSi dabadebuli beibi-bumerebis
Svilebis ricxvi 72 milions aRwevs, rac Crdilavs X-Taobas da TiTqmis beibibumerebis segments utoldeba. Tineijerobamde asakis bavSvebisa da 20 wlamde
axalgazrdebisagan Semdgari eqo-bumerebis Taoba yidvis upiratesobebsa da
qcevebs ayalibebs.
am Taobam bavSvebisa da Tineijerebis uzarmazari bazrebis formireba
moaxdina (ix. marketingi muSaobis procesSi 3.1). yovelkvireuli 100-dolariani
Semosavlis mqone eqo-bumerebi weliwadSi ukve 150 miliard dolars xarjaven;
xolo saojaxo nivTebSi, damatebiT, kidev 50 miliardi dolari ixarjeba.
bavSvebisaTvis gankuTvnilma bazrebma, Tineijerebis saTamaSoebma da TamaSebma,
Tavi 3
marketinguli garemo
tansacmelma, avejma Tu sakvebma erTgvari bumi warmoqmna. dizainerebma da
sacalo movaWreebma Seqmnes produqciis axali seriebi, axali produqtebi da
axali maRaziebic ki, romlebic specialurad bavSvebsa da Tineijerebze aris
gaTvlili – Tommy Hilfiger, DKNY, Gap, Toys “R” Us, Guess, Talbots, Pottery Barn da Eddie
Bauer; es mxolod mciredi CamonaTvalia. gamovida specialurad am TaobisaTvis
Seqmnili Jurnal-gazeTebi. iseTma presam, rogorebicaa Time, Sports Illustrated-i da
People, bavSvebisa da TineijerebisaTvis axali gamocemebis gamoSveba daiwyo.
bankebi axalgazrdobas sabanko angariSebsa da sainvesticio momsaxurebebs
sTavazoben.13
axla Y-Taobis warmomadgenlebi kolejebs amTavreben da karierul
winsvlas iwyeben. am Taobis erT-erTi ganmasxvavebeli niSania misi damokidebuleba kompiuterebis, cifruli teqnikisa da internetteqnologiebis mimarT.
10-dan 9 mozards saxlSi kompiuteri aqvs, naxevars – interneti da 12-17 wlis
TineijerTa 50 procents – mobiluri telefoni. jamSi, isini arian mouTmeneli,
awmyoze orientirebuli adamianebi. ìnternetis dauRalavi da Tavbrudamxvevi
ritmidan, 24-saaTiani sakabelo mauwyeblobidan, mobiluri telefonebidan Tu
sagangebo satelevizio programebidan gamomdinare, albaT, Y-Taoba erTaderTia,
romelsac mkveTrad gamoxatuli tendencia gaaCnia,~ – ambobs erT-erTi
damkvirvebeli.14
Taoba Y marketologTaTvis kompleqsur samiznes warmoadgens. YTaobisaTvis, saSualod, xelmisawvdomia 62 satelevizio arxi, rom araferi
vTqvaT mobilurebze, personalur cifrul asistentebsa (PDA) Tu internetze,
rac maT mediis farTo xelmisawvdomobas sTavazobs. gamokvlevebma aCvena, rom
Y-Taobis warmomadgenlebi arian moxerxebulni, gonierni da mcodneni. maT
uyvarT reklamebi, magram ara iseTebi, romlebSic xalxs dascinian. maT uyvarT
e.w. `mwvane~ nivTebi, romlebic kargad ergeba maT moTxovnebs. momaval wlebSi,
rodesac Taoba Y-is segmenti muSaobas daiwyebs da misi msyidvelobiTi Zala
gaizrdeba, igi, xarjvisa da bazarze gavlenis TvalsazrisiT, gaxdeba ufro
meti, vidre, ubralod, beibi-bumerebis konkurenti.15
TaobaTa marketingi. unda Seqmnan Tu ara marketologebma TiToeuli TaobisTvis calke produqtebi da marketinguli programebi? zogierTi eqspertis
azriT, TiToeuli Taoba moicavs aTwleulebsa da araerT socialurekonomikur etaps. magaliTad, marketologebi beibi-bumerebs, xSirad, sam
nawilad yofen: wamyvani bumerebi, ZiriTadi bumerebi da sxvis nakvalevze
mosiarule bumerebi. TiToeuls Tavisi gansxvavebuli rwmena da qceva gaaCnia.
maT msgavsad, iyofa Y-Taobac: zrdasrulebad, Tineijerebad da bavSvebad.
amgvarad, marketologebma unda Seqmnan ufro naTeli, asakis specifikidan
gamomdinare segmentebi TiToeuli TaobisaTvis. calkeul jgufSi, xalxis
dabadebis TariRis mixedviT garCeva SesaZloa naklebefeqturi iyos, vidre maTi
cxovrebis stilisa Tu cxovrebiseuli etapebis mixedviT segmentacia.
sxva sferoebis warmomadgenelTa azriT, marketologebi ufro windaxedulni unda iyvnen, rodesac produqts qmnian mxolod erTi TaobisaTvis, meore
Taobas ki ignorirebas ukeTeben. `mTavaria, Seecado, iyo farTod eqskluziuri
da, amavdroulad, TiToeul Taobas raRac specifikuri SesTavazo. Tommy Hilfiger-i
Tavis tanisamosze Tineijerebze gaTvlil brendis did logoebs gamosaxavs,
perangis jibeebze ki _ patara logoebs, rac, amjerad, beibi-bumerebisTvisaa
gankuTvnili. es aris brendi, romelsac gaaCnia metad momcvelobiTi, vidre
eqskluziuri strategia,~ – aRniSnavs erT-erTi eqsperti.16
cvalebadi amerikuli ojaxi. `tradiciuli ojaxi~ Sedgeba Semdegi wevrebisagan: qmari, coli da Svilebi (zogjer bebia-babua). erT dros, amerikuli ojaxis
idealma – ori bavSvi, ori manqana da saxli gareubanSi – Tavisi brwyinvaleba
dakarga.17
dRes aSS-Si daqorwinebuli wyvili SviliT Seadgens qveynis 105 milioni
ojaxis mxolod 34 procents da es maCvenebeli TandaTan klebulobs. daqorwinebuli wyvilebi da isini, vinc naTesavebTan erTad cxovroben, Sead-genen 22
procents, martoxela mSoblebi – 12 procents. 32 procents warmoadgens martoxela, dauqorwinebeli, zrdasruli pirebi, romlebic cxovroben sxva pirTan
erTad.18 sul ufro meti adamiani iRebs gadawyvetilebas ganqorwinebaze, upiratesobas aniWebs dauqorwineblobas, mogvianebiT daqorwinebas an qorwinebas
79
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nawili meore
3.1
TineijerTa bazari: vemsaxurebiT axalgazrdobas
warsuls Cabarda dReebi, rodesac
bavSvebi kamfetebisa da nayinis sayidlad xurda fuls zogavdnen. dRevandeli Tineijerebi `kargi mxarjvelebi~ arian. amerikeli Tineijeri
kviraSi, saSualod, 101 dolars xarjavs, rac imas niSnavs, rom qveynis 32
milioni 12-dan 19 wlamde asakis Tineijeris mier daxarjuli Tanxa weliwadSi 170 miliard dolarze metia. ufro metic, yovelwliurad,
Tineije-rebze maTi mSoblebis mier
gamomuSavebuli 30 miliardi dolari ixarjeba. amdenad, isini momgebian
bazars warmoadgenen kompaniebisaTvis.
potenciuri myidvelebis am vrceli bazris dpyrobas kompaniebi Tineijerebze gamiznuli axali an saxeSecvlili produqtebiT apireben.
maTi nawili swored TineijerTa
bazrisaTvis aris gankuTvnili;
magaliTad, mZafrsiuJetiani kinofilmebi, saxeze gamonayaris sawinaaRmdego kremi, TineijerTa Jurnalebi,
mobiluri telefonebi da sxva.
danarCeni produqcia ki, rogoricaa,
magaliTad, Avon-is nawarmi, manqanebis
gaqiraveba Tu sastumro biznesi, maT
naklebad ainteresebT. aq moyvanilia
mxolod ramdenime magaliTi im kompaniebisa, romlebic TineijerTa cxeli bazris dapyrobas cdiloben.
(musika, mokle teqsturi Setyobineba da TamaSebi) da abstraqtul
(stili, personaluroba da individualoba) daniSnulebebs. Sedegad,
Wildseed-is telefonebs aqvT mosaxsneli paneli (rac imas niSnavs,
rom misi gamocvla survilisamebr
aris SesaZlebeli), kompiuteris Cipebi (rac, Tavis mxriv, Tineijerebs
saSualebas aZlevs, TavianTi telefonis funqciebs individualoba
mianiWon) da vizualuri mxare (ri-
■ Wildseed-i mobiluri telefonebis
mwarmoebeli kompaniaa. igi wlebis
ganmavlobaSi atarebda kvlevebs,
raTa TineijerebisaTvis mobiluri
aparati Seeqmna. ukanaskneli ori
wlis ganmavlobaSi kompania regularulad iwvevda Tineijerebs
fokus-jgufebSi monawileobis misaRebad, risTvisac TiToeuli maTgani iRebda 20 dolars, miirTmevda
picas, erToboda videoTamaSebiT da
eTanxmeboda an uaryofda ama Tu im
SemoTavazebul winadadebas. gamokvlevebma gviCvena, rom sulac ar
aris savaldebulo, rom TineijerebisaTvis gankuTvnili mobiluri
telefoni iyos patara, priala da
Ria feris. Tineijerebi mobiluri
telefonisgan iTxoven konkretul
Tineijerebze gamiznuli marketingi: fokus-jgufebis gamokvlevebze dayrdnobiT, Wildseed-ma axalgazrda myidvelebs SesTavaza mobiluri telefonis axali
modeli e.w. ,,sazriani kaniT~ - anu Sesacvleli gareTa paneliT da, amasTan
erTad, telefonSi CamontaJebuli specialuri mikrosqemiT, romelic mflobels saSualebas aZlevs, moaxdinos telefonis funqciebis saxecvlileba
sakuTari survilis mixedviT.
Svilebis gareSe. marketologebma sul ufro metad unda gaiTvaliswinon aratradiciuli ojaxebis gansakuTrebuli moTxovnilebebi, radgan maTi raodenoba ufro swrafad izrdeba, vidre tradiciuli ojaxebisa. TiToeul jgufs
mkveTrad gansazRvruli moTxovnilebebi da yidvis Cvevebi gaaCnia.
aseve, Zalze gaizarda samsaxuris mqone qalebis ricxvic. Tu 1950 wels
amerikaSi mdedrobiTi sqesis samuSao Zala 30 procents Seadgenda, dRes es
maCvenebeli 60 procentze metia.19 miuxedavad amisa, es tendencia SeiZleba
Tavi 3
Tac sakuTar personalurobas usvamen xazs). magaliTad, skeitbordistebs SeuZliaT im panelis SerCeva, romelsac mkveTri zarebi da
gamZle Rilakebi aqvs.
■ Teen Vogue: bazris winaswari testirebis Sedegad, 2003 wels popularulma qalTa Jurnalma Vogue-m
TineijerebisTvis pirveli nomeri
gamouSva. gamomcemelma Conde Nast-ma
450000 Tineijeri miizida da darwmunebulia, rom es ricxvi male
750000-s gadaaWarbebs. garda imisa,
rom Jurnali Seicavs statiebs modaze da momxibvlel suraTebs, misi
zoma imdenad pataraa, rom Tineijerebs Tavisuflad SeuZliaT misi
gakveTilebze gadamalva.
■ Hot Topic-i: tanisamosis sacalo
movaWre Hot Topic-ma amerikis universitetebis studentTa 17 procenti
dai pyro, romlebic sakuTar Tavs
àlternatiul Tineijerebs~ uwodeben. isini rok-koncertebs eswrebian, raTa gaarkvion, Tu ra stilis
tansacmels atareben rok-Semsruleblebi da modas ayolili gulSematkivrebi. maRaziaSi SegiZliaT
SeiZinoT iseTi nivTebis asortimenti, romlis naxvac SeuZlebelia
Abercrombie&Fitch-Si. xakisferi topebis garda, maRazia yidis zolian
windebs, vardisferi bewvis sacvlebs, bumbulis yelsaxvevebs, Tmis
cisfer saRebavs, frCxilebis Sav
laqsa da Morbid-is makiaJs. Tineijerebs SeuZliaT maisurebis SeZena
pirdapir iseTi teleSoudan, rogoricaa “Sponge Bob SquarePants”-i, licenzirebuli sakoncerto tanisamosi ki iseTi momRerlebisgan,
rogorebic arian Eminem-i, Marilyn
Manson-i, Tool-i da Linkin Park-i. maSin,
rodesac Gap-is, American Eagle-isa da
TineijerebisTvis gankuTvnili
sxva sacalo movaWreebis gayidvebi
sagrZnoblad Semcirda, Hot Topic-is,
piriqiT, piks aRwevs. bolo sami
wlis ganmavlobaSi gayidvis maCvenebeli yovelwliurad, saSualod, 37 procentiT izrdeba.
■ Avon-i male safuZvels Cauyris
TineijerTa bizness, romlis mizanic Tineijeri myidvelis mozidva
iqneba. axali departamenti samuSaod miiwvevs Tineijerebs, rogorc
gamyidvelebs, romlebic kataloge-
bis, internetis, wveulebebisa Tu
sxva sainformacio Sexvedrebis Sedegad, sxva Tineijerebs mihyidian
produqcias. SeZlebs ki kompania,
romlis klienturas 25-55 wlis amerikeli qalbatonebi warmoadgenen,
aseve warmatebiT moemsaxuros Tineijerebsa da axalgazrda qalbatonebs? Avon-s es SeuZlia. axali
brendi ufro maRalxarisxiania da
metad gamoxatavs Tanamedrove tendenciebs, vidre Avon-is tradiciuli Sexeduleba. ès sruliad gansxvavebuli brendia~, _ ambobs
Avon-is mTavari aRmasrulebeli andrea iangi.
■ Rockport:-i rodesac fiqrobT
Rockport-ze, albaT, Tvalwin warmogidgebaT fexsacmeli da tanisamosi SedarebiT ufrosi TaobisTvis.
miuxedavad amisa, 12-19 wlis TineijerebTan urTierTobebis Camoyalibebis mizniT, Rockport-i daukavSirda gaerTianebuli samefos
kompania Dubit-s, romelic axalgazrdebzea orientirebuli da Seqmna
3D-internetmaRazia (www.dubit.co.uk).
Tineijerebs, romlebic Dubit-is virtualur maRaziaSi `daseir-noben~,
SeuZliaT ewvion Rockport-is maRazias da SearCion fexsacmeli, romelzec Zalian didi moTxovnaa:
Copepoda Crustacean-i _ sandlebis
sawmendi saSualeba, Tractonic Open
Road-i _ retros stilis boulingis saTamaSo botasebi, kontrastuli gviristiT.
■ The Gorham Hotel-i: sastumroebi da
kurortebi sul ufro kargad ecnobian im zegavlenas, romelsac
Tineijerebi ojaxis dasvenebis
gegmebze axdenen. erT-erTi kvlevis
Sedegad dadginda, rom mSobelTa
82 procenti dasvenebis Sesaxeb gadawyvetilebas bavSvebis survilebis gaTvaliswinebiT iRebs. amitom
bevri sastumro Tineijerebs saojaxo pakets sTavazobs, romelSic
Sedis Ramis klubebi, Tineijerebze
orientirebuli seirnobebi da kompiuteruli oTaxebi SeuzRudavi
internetiT. niu-iorkis Gorham
Hotel-Si TineijerebisaTvis siamovnebis misaniWeblad mSobelTa oTaxebSi maTTvis specialuri sivrcea
gamoyofili. specialur luqsebSi
maT sTavazoben oTaxebs sakuTari
marketinguli garemo
kariT, gasaSleli divaniT, televizoriT, telefoniTa da Nintendo-Tic
ki. qveda sarTulze, SesasvlelSi,
Gorham-i sTavazobs 24-saaTian
internetmomsaxurebas.
■ The National Cattlemen’s Beef
Association-i: Znelia, warmovidginoT
robert mitCemi da sem elioti
(ori adamiani, romlebic, CaxleCili xmiT acxadebdnen: `saqonlis
xorci – ai, ra aris sadilad yvelaze kargi~) mosabezrebel, Zilismomgvrel wveulebaze. Tumca The
National Cattlemen’s Beef Association-i
Zalian dainteresebulia axalgazrda, mdedrobiTi sqesis TineijerTa
jgufiT. 19 wlis mocigurave, 4,5
futi simaRlis saSa koheni, bolo
wlebis ganmavlobaSi am kompaniis
reklamebis saxe iyo. axlaxan maT
Seqmnes veb-gverdi – Cool-2B-Real.com
_ 8-12 wlis gogo-nebisTvis (romelTagan umravlesoba, NCBA-is monacemebiT, vegetarianelia). vardisfer, cisfer da yviTel ferebSi
gadawyvetili veb-gverdi mnaxvelebSi Barbi.com-is asociacias iwvevs, Tu, ra Tqma unda, yuradRebas
ar mivaqcevT gverdis SuaSi ganTavsebul hamburgers. aqvea iseTi TamaSebi, rogorebicaa Burger Bogle da
Grillin&Chillin-i; agreTve, socialuri
gamokiTxvebi, SetyobinebaTa dafebi
da, rasakvirvelia, kerZebis receptebi (romelTa umravlesoba saqonlis xorcs Seicavs).
wyaroebi: Examples adapted from those found in
Frand Washington, “Aim Young; No, Younger,”
Advertising Age, April 9, 2001; Nancy Keates, “Family
Travel: Catering to Kids,” Wall Street Journal, May 3,
2002, p. W-1; Jennifer Lee, “Youth Will Be Served,
Wirelessly,” New York Times, May 30, 2002, p. G1;
Sally Beatty, “Avon Set to Sell to Teens,” Wall Street
Journal, October 17, 2002, p. B1; and Tim Nudd,
“Beef. It’s, Like, What’s for Dinner,” Adweek, March
17, 2003, p. 46. Also see “Hot Topic, Inc.,” Hoover
Company Profiles, Austin, May 15, 2003; Leslie
Earnest, “California: Hot Topic Results Suit It to a
Tee,” The Los Angeles Times, March 5, 2003, p. C2;
“Rockport Opens 3D Shop on Teen Web Site,”
Marketing Week, May 23, 2002, p. 39; Jon Fine, “Teen
Vogue Takes Sophisticate Route,” Advertising Age,
January 13, 2003, p. 45; “Teens Spent $170 Billion in
2002,” press release, Teenage Research Unlimited,
February 17, 2003, accessed online at www.teenresearch.com/ PRview.cfm?edit_id=152; and Arlene
Weintraub, “Hotter Than a Pair of Vinyl Jeans,”
Business Week, June 9, 2003, pp. 84–85.
Seneldes. 25-wliani zrdis Semdeg dasaqmebuli qalebis raodenoba, romelTac
erT wlamde asakis bavSvebi hyavT, bolo ramdenime wlis ganmavlobaSi
Semcirda. amasTan, mamakacebis sul ufro mzardi raodenoba rCeba saxlSi,
bavSvebis movlis mizniT. gasul wels, im mamakacTa ricxvma, romlebic ojaxuri
saqmeebiT iyvnen dakavebulni (maSin, rodesac meuRleebi muSaobdnen), 1.7 milioni Seadgina.
dasaqmebul qalTa raodenobis mniSvnelovanma zrdam safuZveli Cauyara
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nawili meore
bavSvTa movlis bizness, karieraze orientirebuli qalebis tanisamosis mwarmoeblebs, finansur momsaxurebebs da bevr sxva
biznesSesaZleblobebs. magaliTad, imata
iseTi maRaziebis raodenobam, romlebmac
gaaxangrZlives muSaobis saaTebi, riTac
xeli Seuwyves dasaqmebul qalebs. samsaxuriT dakavebul myidvelebs SeuZliaT
winaswar darekon da ganaTavson saTanado
SekveTa, amasTan, miiRon konsultaciebi
maRaziis TanamSromlebisagan.20
mosaxleobis geografiuli gadanacvleba.
es aris didi migraciis periodi rogorc
qveynebs SigniT, ise maT Soris. magaliTad,
amerikelebi moZravi xalxia – aSS-is mosaxleobis 16 procenti yovelwliurad icvlis
adgils.21 bolo ori aTwleulis ganmavlobaSi aSS-is mosaxleobam ufro mzian
StatebSi gadainacvla. dasavleTisa da
samxreTis StatebSi mosaxleoba gaizarda
maSin, rodesac Sua dasavleTisa da
Crdilo-aRmosavleTis StatebSi nawilobriv Semcirda. mosaxleobis aseTi cvla
marketologebis interess iwvevs, radgan
sxvadasxva
regionis
xalxi
sxvadasxvanairad yidulobs. magaliTad, kvleva
aCvenebs, rom xalxi sietlSi ufro met
kbilis jagriss yidulobs, vidre aSS-is
nebismier sxva qalaqSi. solt-leik-sitis
■ cvalebadi amerikuli ojaxi: aratradiciuli saojaxo ermosaxleoba ufro met Sokolads miirTmevs,
Teulebi _ martoxelebi da erTi an orive sqesis erTad mcxovniu orleanSi
ufro meti raodenobis
rebni Seadgenen aSS-is saojaxo erTeulebis 32 procents.
ketCups iyeneben, xolo maiamis mosaxleoba
ufro met Savi qliavis wvens svams.
erT saukuneze metia, rac amerikelebi
soflidan didi qalaqebis teritoriebze gadavidnen. 1950-ian wlebSi isini
masobrivad saxldebodnen qalaqebidan moSorebiT, gareubnebSi. dRes gareubnebisken migracia grZeldeba. sul ufro meti amerikeli gadadis e.w. `mikropolitenis~ (anu mikrodasaxlebebis) teritoriebze. esaa didi qalaqTanamgzavrebis teritoriaze mdebare patara qalaqebi. es SedarebiT mcire
dasaxlebebi, didi qalaqebis bevr upiratesobas sTavazoben – samsaxurebs,
restornebs, gasarTob saSualebebs, sazogadoebriv organizaciebs, amasTan,
mosaxleobaSi ganxeTqilebis, satransporto sacobebis, kriminalis maRali donisa da sakuTrebaze didi gadasaxadebis gareSe, rac, Cveulebriv, mZlavrad
urbanizebul teritoriebTan asocirdeba.22
xalxis mier sacxovrebeli adgilis cvlileba iwvevs maTi samuSao adgilebis cvlilebasac. magaliTad, mikrodasaxlebebSi da gareubnebis teritoriebze migraciam gazarda iseTi adamianebis ricxvi, romelnic muSaoben saxlSi
an Soreul ofisSi da TavianT bizness awarmoeben telefoniT, faqsiT, modemiT
an internetiT. samagierod, am tendenciam Seqmna SOHO-s ti pis bazari (patara
ofisi/saxlis ofisi). xuTidan erTi amerikeli axla saxlis gareT iseTi eleqtronuli mowyobilobebis gamoyenebiT muSaobs, rogorebicaa personaluri kompiuterebi, mobiluri telefonebi, faqsebi da xelis organaizerebi. bevri marketologi SOHO-s bazris brwyinvale segments aqtiurad uWers mxars. qvemoT
moyvanilia Kinko-s magaliTi.
1970-ian wlebSi sauniversiteto teritoriaze fotokopirebis
mizniT daarsebuli Kinko axla saxeSecvlilia. igi exmareba sxvadasxva bizness dokumentaciis warmoebaSi, dawyebuli patara ofisebidan
da damTavrebuli Fortune-is saukeTeso 500 kompaniiT. e.w. SOHO-s (Small
Office and Home Office) segmentisTvis Kinko saxlis gareT mowyobil yvelaze karg samuSao ofisad iqca. Tu erT dros arsebobda qseroqsis
manqanebi, dRes Kinko Tavis 1100 maRaziSi, aSS-sa da sxva qveynebSi,
Tavi 3
marketinguli garemo
sTavazobs faqsis manqanebis, ultraswrafi feradi printerebisa da
kompiuteruli qselebis nakrebs popularuli kompiuteruli programebiTa da swrafi internetkavSiriT. Kinko-s stumrobiT xalxs yvelanairi saofise saqmis gakeTeba SeuZlia: beWdva, faqsis gagzavna da
miReba, kompiuteris mravalferovani programebis gamoyeneba, internetiT sargebloba, sakancelario nivTebisa da beWdvisTvis aucilebeli
sxva saSualebis SekveTa, sakonferencio da TviT telesakonferencio
darbazis daqiraveba. rac ufro meti adamiani iziarebs saxlSi
muSaobis tendenciebs, sul ufro met saSualebas sTavazobs Kinko-c.
Tanamedrove mowyobilobebis damatebis garda, kompania, Tavis
maRaziebSi StarBucks-is yavis saxlebis gaxsnis Taobazec awarmoebs
molaparakebebs.23
ukeTesad ganaTlebuli mosaxleoba. aSS-is mosaxleoba sul ufro ganaTlebuli xdeba. magaliTad, 2002 wels 25 wels gadacilebuli mosaxleobis 84
procentma daamTavra saSualo skola, 27 procentma ki _ koleji, maSin rodesac 1980 wels, es maCveneblebi Seadgenda 69 procentsa da 17 procents. ufro
metic, saSualo skolis bolo safexuris (12 klasi) kursdamTavrebulebis
TiTqmis 2/3, axla, damTavrebidan 12 TveSi, kolejSi iricxeba.24 ganaTlebuli
adamianebis mateba zrdis moTxovnas xarisxian produqtebze, wignebze,
Jurnalebze, mogzaurobaze, personalur kompiuterebsa da internetmomsaxurebebze.
muSa Zalac ufro saofise samuSaoTia dakavebuli. 1950-1985 wlebSi maTi
maCvenebeli 41 procentidan 54 procentamde gaizarda, xolo Savi samuSaos
mqoneTa ricxvi ki 47 procentidan 33 procentamde Semcirda. momsaxurebis
seqtorSi dasaqmebul pirTa raodenoba 12 procentidan 14 procentamde gaizarda. 1983-1999 wlebSi menejerebisa da profesionalebis wilma mTlian
samuSao ZalaSi 23 procentidan 30 procentamde imata. es tendenciebi axal
saukuneSic grZeldeba.25
mravalferovnebis zrda. qveynebi eTnikuri da rasobrivi niSnebiT gansxvavdebian. erTi ukiduresobaa iaponia, sadac TiTqmis yvela iaponelia, meore ki _
aSS, sadac TiTqmis yvela erovnebis warmomadgeneli cxovrobs. aSS-s xSirad
`sadnob qvabs~ uwodebdnen, sadac sxvadasxva qveynisa da kulturis jgufebi
erTmaneTs Seerwynen da, Sedegad, SedarebiT erTgvarovani mTlianoba miviReT.
axla aSS `salaTis Tass~ hgavs, sadac mravali jgufi Seerwya erTmaneTs, Tumca
maT, TavianTi mniSvnelovani kulturuli da eTnikuri gansxvavebebisa da
faseulobaTa SenarCunebiT, mravalferovneba ar daukargavT.
marketologebi mzardi mravalferovani bazrebis pirispir aRmoCndnen,
rogorc qveynis SigniT, aseve mis farglebs gareT. aSS-is mosaxleobis 71 procents TeTrkanianebi warmoadgenen, xolo afroamerikelebi da espanelebi _ 1212 procents, azieli amerikelebi ki _ 4 procents, darCenili erTi procenti ki
_ amerikeli indielebi, eskimosebi da aleutis kunZulebis mosaxleobaa. momavali 20 wlis ganmavlobaSi mosalodnelia am eTnikuri Semadgenlobis Secvla.
am droisTvis afroamerikelebis raodenoba gaizrdeba 25 procentamde, laTino
da aziel amerikelTa ricxvi ki gaormagdeba. aSS-Si mcxovrebTa 9% (TiTqmis 26
milioni adamiani) daibada sxva qveynebSi.26
didi kompaniebis umravlesoba, rogorebic arian Sears, Wal-Mart, Bank of
America, Levis Strauss, P&G, General Mills, axla erTi an ramdenime aseTi jgufisaTvis
specialurad Seqmnil produqtebsa da stimulirebebze akeTebs aqcents.
magaliTad, General Mills-i, calkeuli sareklamo kampaniebiT, afroamerikelebis
bazars umiznebs Tavisi Big G-is burRuleulis realizebis mizniT. aseTi kampaniebi moicavs sakuTriv reklamas, sponsorobasa da sazogadoebaze gaTvlil
stimulirebebs, rac ojaxze gansakuTrebuli yuradRebis gamaxvilebas iwvevs.
analogiurad, Bank of America-m gaaoTxmaga Tavisi multikulturuli biujeti 40 milion dolaramde. myidvelTa moTxovnilebebis kvlevaze dafuZnebiT
da kulturul gansxvavebebze dakvirvebis Semdeg, man ganaviTara sxvadsxva
sareklamo Setyobineba laTino, azielebisa da afroamerikelebis bazrebisTvis.
azielTaTvis: komerciuli sareklamo kadrebi gadaRebulia
CineTSi, koreasa da vietnamSi. iwyeba emigrantis mogzaurobiT, retrospeqtulad naCvenebia, rogor aswavlis biWi Tavis umcros Zmas
83
84
nawili meore
velosi pedis tarebas sakuTar samSobloSi. Semdeg, paraleli ivleba
amerikis bankTan, romelic dRes giraosTan dakavSirebiT daxmarebis
xels uwvdis. reklamaSi gamoyenebulia velosi pedis is modeli, romlis tarebis swavlac SeuZliaT aziel bavSvebs (specialurad ar aris
naCvenebi amerikeli bavSvis velosi pedi). es reklamebi ekranze gava
espanur, Cinur, koreul Tu vietnamur enebze, raTa mizanSi amoiRos
momxmareblebi, romelnic komunikaciisas upiratesobas mSobliur enas
aniWeben.27
mravalferovneba eTnikur memkvidreobaze Sors midis. magaliTad, bevrma
wamyvanma kompaniam axlaxan homoseqsuali da lesboseli momxmareblis
mizidva daiwyo. Simmons Research-is mier National Gay Newspaper Guild-is 12 publikaciis mkiTxvelTa gamokvlevam cxadyo, rom, saSualo amerikelebTan
SedarebiT, respondentebi seqsualuri umciresobidan 12-jer ufro metad arian
TavianTi profesiiT dakavebulni, TiTqmis orjer mets aqvs agaraki, rvajer mets
nouTbuqis ti pis kompiuteri da orjer mets _ individualuri aqciebi; maT
daaxloebiT orjer meti Semosavali aqvT, vidre saSualo amerikul ojaxs
(60000_250000 dolari); 2/3-ze metma daamTavra koleji, 20 procenti ki magistris
xarisxs flobs. garda amisa, homoseqsualebi yvelafers advilad eguebian (adgilobriv sazogadoebaSi sityvier Seuracxyofas), amdenad, bazarze Zalze
mimzidveli segmenti xdebian.
SesaZloa homoseqsualTa bazris zomisa da gavlenis gazomva Zneli iyos,
magram zogierTi eqsperti akeTebs daskvnas, rom amerikis mosaxleobis 5-6 procenti, anu 14-15 milioni adamiani homoseqsualia. sxvebis SefasebiT, isini aSS-is
mosaxleobis 10 procents Seadgenen da maTi msyidvelobiTi Zala 450 miliardi
dolaria. amis gamo, bevri didi kompania axla TavianT produqtebsa da momsaxurebebs pirdapir homoseqsuali momxmareblebisaken mimarTavs. magaliTad, sul
ufro meti Tanxf ixarjeba homoseqsualTa misazidad Seqmnil reklamebze. vebgverdma Gay.com-ma, romelic yovelTviurad 2 milion stumars izidavs, moxibla
reklamis SemqmnelTa iseTi cnobili kompaniebis mTeli wyeba, rogorebic arian
IBM, eBay, Quicken Mortgage, Saturn, AT&T, American Airlines da Neiman Marcus. kompaniebs,
romlebic homoseqsualebs pirdapir mizanSi iReben, miekuTvnebian American
Express, Ford, Miller Brewing Company, Absolut Vodka, Johnson&Johnson da John Hancock
Financial Services. qvemoT moyvanilia homoseqsualTa marketingis ramdenime
magaliTi:28
American Express Financial Advisors-is beWduri reklama homoseqsualTa
wyvils asaxavs, romelic Tavis finansur momavals gegmavs. reklamebi
gadioda Out-sa da The Advocate-Si _ homoseqsualebis or yvelaze
maRaltiraJian erovnul gamoSvebaSi. kompaniis segmenturi marketingis ufrosi margaret vergeili acxadebs: `Cven mizanSi amoviReT
homoseqsualTa auditoria, miznobrivi reklamebisa da stimulirebis
meSveobiT, romelnic maT yofa-cxovrebas Seesabameba da, aqedan gamomdinare, Cven maTi specifikuri moTxovnilebebis gvesmis. xSirad,
homoseqsualTa wyvilebi iseTi sakiTxebiT arian Zalze dainteresebulni, rogoricaa socialuri usafrTxoebis daxmareba da uZravi
qonebis dagegmva, miuxedavad imisa, rom aseTi wyvilebis qorwinebas,
xSir SemTxvevaSi, kanoni ar cnobs.~
mbrwyinavi iaguari wuiliT miapobs haers da mas Tan sdevs
sareklamo gzavnili: `cxovreba savsea moulodnelobebiT. gsurT,
gyavdeT partniori?~ es aris Ford-is bolo komerciuli svla, sadac
sityva `partniors~ ormagi datvirTva aqvs. aq miznobriv bazars
homoseqsualebi warmoadgenen. Jaguar-is reklama TvalSisacemi da
aRsaniSnavia, radgan igi saTaves amerikis erT-erT udides
korporaciaSi iRebs da homoseqsualebzea gaTvlili. es ufro metia,
vidre ubralo reklama homoseqsualTaTvis gamoSvebul JurnalSi.
`Cven gvwams Setyobinebebis, romlebic momxmareblebTan gvakavSirebs,~
_ ambobs Ford-is globaluri marketingis vice-prezidenti ian valentiki.
2003 wels manqanebis gaqiravebis biznesis mqone kompania Avis-ma
Tavisi marketinguli biujetis 5 procenti homoseqsualTa sazogadoebas miuZRvna. mis sareklamo kampaniaSi xazgasmiTaa aRniSnuli, rom
adgilobrivi
partniorebi
avtomaturad
iricxebian, rogorc
Tavi 3
marketinguli garemo
■ kulturuli saxesxvaobebis Seswavlaze dayrdnobiT, Bank of America-m ganaviTara miznobrivi sareklamo
gzavnilebi azieli da laTinoamerikeli qve-jgufebisaTvis.
damatebiTi mZRolebi. ès aris erTguli da mdidari jgufi, romelic
usmens marketings~, _ ambobs Avis-is warmomadgeneli. kompaniis strategia gulisxmobs homoseqsualTa festivalebis sponsorobasa da
kuponebis darigebas, rac, Tavis mxriv, gulisxmobs Semdegs: manqanis
daqiravebisTvis Avis-i ricxavs dolars arakomerciuli organizaciis
_ cisferebisa da lesboselebis aliansi ciliswamebis winaaRmdeg _
fondSi.
Miller Brewing Company-m axlaxan gamouSva reklama, sadac asaxulia
ori qalbatoni, romelnic cdiloben, barSi erTi mamakacis yuradReba
mii pyron da misTvis Miller Lites-s yiduloben. barSi Semodis meore
mamakaci da qalebi ufro metad kargaven sircxvils. uceb ori
mamakaci erTmaneTs xels gadaxvevs. sareklamo saagento Prime Access,
Inc-is warmomadgenel hovard bufordis TqmiT, reklamis iumors warmoadgens imedgacruebuli qalebis sasowarkveTileba, ramac reklamis
saxiT brwyinvale Sedegi mogvca. `qalebi ganicdidnen siamovnebas da
gei-kacebsac moswondaT igi iseve, rogorc swori orientaciis
mamakacebs.~
amerikaSi meore momxibvleli segmenti 54 milioni uunaro adamiania _ es
bazari ufro didia, vidre afro da laTinoamerikelebis bazari _ isini yovelwliurad TiTqmis 1 trilion dolars xarjaven. SezRuduli moZraobis mqone
xalxi idealuri miznobrivi bazaria iseTi kompaniebisTvis, rogoricaa Peapod-i
(www.peapod.com), romelic mWidrod dasaxlebul teritoriebze msxvil supermarketebs flobs da sursaTis onlainyidvasa da saxlSi mitanas sTavazobs.
ganvixiloT Semdegi magaliTebi:29
juli perezi xedavs gansxvavebebs, rodesac igi, dasasveneblad,
karibis kunZul boneirze, flamingos sanapiroze mdebare sastumro
Divi Motel-Si Cadis. ès sastumro cnobilia imiT, rom yvelasaTvis
xelmisawvdomia. sastumros broSuraze gamosaxulia gorgolaWebiani
skami. momsaxure personali Tavis saqmeSi gawvrTnili da
gaTviTcnobierebulia. maT namdvilad surT, raTa uunaro adamianebs
yvinTva aswavlon. maT arafris eSiniaT.~ kaliforniaSi, venturaSi mcx-
85
86
nawili meore
■ Volkswagen-i gamiznulad
moicavs mogzaurobis moyvarul
moZraobaSezRudul xalxs. igi
sTavazobs programas _ Mobility
Access (mobilurobis daSveba).
man Secvala Tavisi sareklamo
slogani _ ,,mZRolebs surT~,
raTa miemarTa moZraobaSezRuduli mZRolebisaTvis
sareklamo mowodebiT _ ,gvWirdeba yvela saxis mZRoli~.
ovrebi 35 wlis perezi gamocdili myvinTavi-akvalangisti da
mogzaurTa klubis wevria, amavdroulad, kidurebis problema aqvs.
sanam deda gaxdeboda, weliwadSi xuTjer mogzaurobda karibis
kunZulebze, axla ki weliwadSi erTxel an orjer axerxebs iq Casvlas.
Volkswagen-i mizanSi iRebs uunaro adamianebs, romelTac mogzauroba surT. magaliTad, axlaxan EuroVan-isTvis specialuri marketinguli kampania warmarTa. igi aqcents akeTebda EuroVan-is Zalian
ganier karze, maRal saxuravsa da farTo sivrceze, specialurad
gorgolaWebiani skamebis mosaTavseblad, rasac, samwuxarod, avtomwarmoeblebi xSirad ignorirebas ukeTeben. EuroVan-is ufro meti
xelmisawvdomobisTvis, Volkswagen-i sTavazobs e.w. `mobilurobis
daSvebis programas.~ moZraobaSezRudul mZRolebs, romlebic VW-s
yiduloben an lizingiT iReben, aqvT upiratesoba, SeiZinon 1500
dolaris Rirebulebis damatebiTi mowyobilobebi, rogorebicaa xelis
marTva da gorgolaWebiani skamis asawevi. Volkswagen-ma etiketi
`gvWirdeba mZRolebi~, Secvala Semdegi fraziT: `gvWirdeba yvela
saxis mZRoli,~ raTa am gziT moZraobaSezRuduli mZRolebis guli
moego. VW-is saiti Semdeg daskvnas akeTebs: `Cven vqmniT manqanebs
maTTvis, visac manqanis marTva uyvarT. zogierTs SeuZlia
gorgolaWebiani skamiTac ki isargeblos.~
aSS-is mosaxleobis mravalferovnebidan gamomdinare, warmatebuli marketologebi agrZeleben TavianTi marketinguli programebis gamravalferovnebas, raTa upiratesoba moi povon swrafad mzard segmentebze. `mravalferovneba iqneba ufro meti, vidre ubralod sityva _ es iqneba ekonomikuri
gadarCenis sawindari~, _ ambobs erT-erTi eqsperti.30
siCqaris
koncefciebis
Serwyma
SemzRudavi
SeisveneT cota xniT da dafiqrdiT imaze, Tu ramxela gavlena aqvs demografiul faqtorebs yovel Cvenganze da, aqedan gamomdinare, marketologTa strategiebze.
■
■
daakavSireT demografiuli ganviTarebis tendenciebi sakuTar
cxovrebasTan. moifiqreT gansakuTrebuli magaliTebi imisa, Tu
rogor gavlenas axdens esa Tu is cvalebadi demografiuli faqtori Tqvenze da Tqvens yidvis qcevaze.
magaliTad moiyvaneT erTi kompania, romelmac kargad Seasrula saqme
da reagireba moaxdina cvalebad demografiul garemoze – TaobaTa
segmentebze (beibi-bumerebi, X-Taoba, Y-Taoba), amerikuli ojaxis
cvlilebaze da mosaxleobis mravalferovnebaze. SeadareT igi im
kompanias, romelmac Tavisi saqme ver Seasrula.
Tavi 3
marketinguli garemo
ekonomikuri garemo
ekonomikuri garemo Sedgeba faqtorebisgan, romlebic momxmareblis msyidvelobiT unarsa da xarjviT tendenciebze axdenen zegavlenas. qveynebi
erTmaneTisgan Zalze gansxvavdebian Semosavlis donisa da Semosavlis gadanawilebis mixedviT. zogierT qveyanas gaaCnia e.w. saarsebo ekonomika, sadac
mosaxleoba moixmars TiTqmis mTlianad sakuTari soflis meurneobisa da
mrewvelobis mier gamomuSavebul produqcias. aseTi ti pis qveynebi kompaniebs
mcire raodenobiT SesaZleblobebs Tu sTavazoben. arsebobs qveynebi, sadac
industriuli ekonomika aris. es qveynebi warmoadgenen mimzidvel bazrebs
sxvadasxva saxis produqciisTvis. marketologebma yuradReba unda gaamaxvilon ZiriTad tendenciebze da momxmareblis xarjvis formebze rogorc
qveynis SigniT, aseve mis farglebs gareT arsebul bazrebze. qvemoT mocemulia
aSS-Si arsebuli ZiriTadi ekonomikuri tendenciebi.
87
ekonomikuri garemo
(Economic environment)
faqtorebi, romlebic
zegavlenas axdenen
momxmareblis msyidvelobiT unarsa da
xarjviT tendenciebze.
cvlilebebi SemosavlebSi. 1980-ian wlebSi, romelsac zogjer `xmaurian 1980-ian
wlebad~ moixsenieben, amerikeli momxmarebeli saocrad gaaqtiurda, risi sawindaric Semosavlebis mateba, federaluri gadasaxadebis Semcireba, kerZo
sakuTrebis faseulobis swrafi zrda da sesxis gacemis bumi iyo. isini yidulobdnen da yidulobdnen dakvirvebisa da sifrTxilis gareSe, risTvisac
xSirad valsac iRebdnen. moduri iyo sakuTari Tavis aseTi daxasiaTeba _
`maRaziisTvis dabadebuli~. gamoTqmad damkvidrda Semdegi sityvebi:
`daiRaleT? miaSureT maRaziebs.~31 1990-ian wlebSi beibi-bumerebis Taobas ukve
hqonda sakuTari xelfasi, xolo patara ojaxebis ricxvi, romelTac saTaveSi
karieris mqone mSoblebi edgnen _ saocrad izrdeboda; ase rom, bevri momxmarebeli ganagrZobda xarisxiani produqtisa da ukeTesi momsaxurebis
moTxovnas. maT am yvelaferSi fulis gadaxda SeeZloT.
miuxedavad yvelafrisa, 1980-iani wlebis Tavisufali xarjvis periodi 1990iani wlebis recesiam daCrdila. 90-iani wlebi `xelmomWirne momxamareblis~
aTwleulad iqca. zogierT segmentSi mzard Semosavlebs gazrdili finansuri
tvirTic mohyva. momxmareblebi iZulebulni iyvnen, valebi daebrunebinaT da,
amasTanave, gaizarda ojaxis rCenisTvis saWiro Tanxebi da gasavlebi. saWiro
iyo Tanxebis dazogva swavlasa Tu pensiaze gasvlis SemTxvevisaTvis.
finansurad xelmomWirne momxmareblebi gamofxizldnen da cvalebad finansur
situaciasTan Segueba daiwyes. isini fuls yuradRebiT xarjavdnen da nayid
produqtsa Tu momsaxurebaSi met faseulobas eZebdnen. faseulobis marketingi
bevri marketologisTvis lozungad iqca.
2000 wlidan moyolebuli, momxmareblebi frTxilad xarjvas ganagrZoben.32
maSasadame, faseulobis marketingis tendencia grZeldeba. marketologebi
■ Semosavlebis gadanawileba:
orfenovan bazarze morgebis
mizniT Walt Disney or sxvadasxva
fasis mqone daTuna _ ,,vinipuxs~ yidis.
88
nawili meore
eZeben gzebs, raTa dRes arsebul finansurad xelmomWirne myidvelebs ufro
meti faseuloba SesTavazon – xarisxiani produqtisa da kargi momsaxurebis
kombinacia realur fasad.
marketologebma yuradReba unda gaamaxvilon Semosavlebis gadanawilebaze iseve, rogorc saSualo Semosavalze. Semosavlebis gadanawileba aSS-Si
kvlav asimetriulia. TavSi arian maRali klasis momxmareblebi, romelTa
xarjviT struqturaze mimdinare ekonomikuri movlenebi gavlenas ar axdenen
da romelnic fufunebis saqonlis ZiriTad bazars warmoadgenen. arsebobs
saSualo klasi, romelic Tavis Semosavals frTxilad anawilebs, magram Tavs
uflebas aZlevs, zogjer mainc datkbes kargi cxovrebiT. muSaTa klasma
ZiriTad saarsebo produqtze unda izrunos _ sakvebze, tanisamossa da
TavSesafarze. maT saarsebod Zal-Rone ar unda daiSuron. dabolos, dabali
klasis (socialur daxmarebasa da pensiaze mcxovrebi adamianebi) warmomadgenlebma TavianTi groSebi maSinac unda daTvalon, rodesac yvelaze aucilebels
yiduloben.
ukanaskneli sami aTwleulis ganmavlobaSi mdidrebi ufro gamdidrdnen,
saSualo klasi Semcirda, Raribebi ki uwindebur mdgomareobaSi darCnen. aSSSi, 1998 wlisaTvis, maRali Semosavlebis mqone ojaxebis zeda 5-ma procentma
mTeli Semosavlebis 21 procenti Caigdo xelSi. 2004 wels amerikuli ojaxebis
12 procents wliuri Semosavali 100000 dolari an meti hqonda maSin, roca 90ian wlebSi aseTi ojaxebis ricxvi mxolod 4 procents Seadgenda. amasobaSi,
Semosavlis wili, romelic Semosavliani ojaxebis mqone qveda 20 procents
ekava, 4 procentidan 3.6 procentamde Semcirda.33 Semosavlis aseTma ganawilebam
warmoSva oriarusiani bazari. bevri kompania sul ufro xSirad mizanSi
uzrunvelyofilTa bazars iRebs.
mdidrebis segmentSi simdidris zrdam marketologebs saSualeba
misca, SeeqmnaT ufro Zvirfasi produqtebi, romelTa mizani iyo mdidari amerikelebis madis saukeTesod dakmayofileba: tankiviT didi,
tyaviT gawyobili SUV-i, sawolis TeTreuli 1300 dolarad Tu
uzarmazari sakruize gemebi umaRlesi komfortiT... mdidrebis kidev
ufro gamdidrebam Patek Phillippe-is saaTebis fasi 17500 dolaramde
gazarda, 48000-dolarian Lexus-ze sul ufro meti aalaparaka, Hermes
Kelly-s 14000-dolarian CanTebze ki orwliani rigebi gamoiwvia.34
sxva kompaniebi, axla, TavianT marketingul SeTavazebas ori sxvadasxva
bazrisaTvis qmnian – mdidrebisTvis da naklebad mdidrebisTvis. magaliTad,
World Disney Company-m bazarze ori ti pis daTvi _ `vini-puxi~ gaitana:
maRali donis maRazia Bloomingdale-sa da Nordstrom-Si aRmoaCenT
daTvis saxes mSvenier Cinur WurWelsa Tu faifuris kovzebze da
bavSvis Zvirfas sakancelario nivTebze. xolo Wal-Mart-sa da iaffasiani saqonliT movaWre maRaziebSi iyideba gasaRebis plastmasis
sakidebi, romlebzec multfilmis buTxuza gmiri, vini-puxia gamosaxuli. es ori daTunia saerTo Taros arsad iyofs. amgvarad, Disney
sTavazobs maRalfasian da dabalfasian daTuniebs im imediT, rom
orive segmentis _ rogorc mdidari, ise Raribi myidvelis dakmayofilebas SeZlebs.35
engelis kanoni
(Engel’s laws)
erTi saukunis win
ernst engelis mier
SemCneuli kanonzomiereba, romlis
Tanaxmad, adamianis
mier gaweuli danaxarjebi sakvebze,
transportze, sacxovrebelze, janmrTelobaze da a.S,
icvleba Semosavlebis zrdasTan erTad.
cvlilebebi momxmareblis xarjviT struqturaSi. cxrilSi 3.1 naCvenebia
sxvadasxva Semosavlis mqone aSS-is ojaxebis mier gaweuli danaxarjebi saqonlisa da momsaxurebis ZiriTad kategoriebze. Semosavlebis sxvadasxva doneze
momxmareblebs sxvadasxva xarjviTi struqtura aqvT. gasul saukuneSi am gansxvavebaze Eernst engeli saubrobda, romelmac Seiswavla, Tu rogor icvleba
adamianis danaxarjebi misi Semosavlebis zrdisas (ixileT cxrili 3.1). man
aRmoaCina, rom, Semosavlis zrdasTan erTad, sakvebze daxarjuli Semosavlis
procenti mcirdeboda, sayofacxovrebo saqonelze danaxarjis procenti mudmivi rCeboda (garda iseT produqtebze, rogorebicaa gazi, eleqtroenergia da
sazogadoebrivi momsaxureba). sxva kategoriebsa da danazogze procentuli
maCvenebeli ki izrdeboda. engelis kanonebs mogvianebiT sxva mkvlevarebmac
dauWires mxari.
cvlilebebi iseT mniSvnelovan ekonomikur cvladebSi, rogorebicaa
Semosavali, xarjebi, sesxze arsebuli procentuli ganakveTebi da danazogebi
Tavi 3
cxrili 3.1
marketinguli garemo
89
sxvadasxva Semosavlis mqone momxmarebelTa danaxarjebis
struqtura
danaxarjebis procentuli maCvenebeli Semosavlis sxvadasxva doneze
$10215,000
$20230,000
$30240,000
$70,000 da meti
sakvebi
16.5
15.7
14.3
11.9
sayofacxovrebo
nivTebi
26.5
24.7
23.6
26.0
9.7
8.6
7.5
5.0
gasavali
komunaluri
momsaxureba
tansacmeli
4.2
3.7
4.6
4.6
transporti
17.1
19.7
21.3
18.2
samedicino
momsaxureba
8.7
7.3
6.2
3.8
garToba
3.8
4.1
4.6
5.2
Sewirulobebi
2.9
3.1
3.0
3.6
dazRveva
3.4
6.2
8.5
15.2
wyaro: Consumer Expenditure Survey, 2001, U.S. Department of Labor, Bureau of Labor Statistics, accessed online at
www.bls.gov/cex/csxann01.pdf, April 2003.
uzarmazar gavlenas axdens bazarze. kompaniebi am cvladebs ekonomikuri prognozirebis saSualebiT uyureben. xanmokle ekonomikuri aqtiobis vardnis gamo
biznesi ar unda daixuros an, piriqiT, mkveTr ekonomikur aRmavlobas ar unda
CamorCes. adekvaturi sifrTxilis gamoCeniT, maT ekonomikur garemoSi mimdinare cvlilebebi Tavis sasikeTod unda gamoiyenon.
bunebrivi garemo
bunebrivi garemo warmoadgens bunebriv resursebs, romelTac kompania Tavisi
produqciis gamoSvebisaTvis iyenebs an Tavisi biznessaqmianobiT maTze
zegavlenas axdens. bolo sami aTwleulis ganmavlobaSi garemoze zegavlena
sagrZnoblad gaizarda. msoflios bevr qalaqSi haerisa da wylis dabinZurebam
saSiS dones miaRwia. msoflio globaluri daTbobis safrTxis winaSe dgas da
garemos bevri damcveli SiSobs, rom male Cven sakuTar nagavSi davimarxebiT.
marketologebi bunebriv garemoSi arsebul ramdenime tendenciaSi unda
erkveodnen. pirveli, nedleulis mzard naklebobaSi haeri da wyali SesaZloa
uSret resursebad gveCvenebodes, magram zogierTi adgilisaTvis damaxasiaTebelia am resursebis deficiti. haeris dabinZureba bevr did qalaqs emuqreba;
wylis nakleboba ki _ aSS-is zogierT regions. es sayovelTao problemaa.
ganaxlebadi resursebi, rogorebicaa tye da sakvebi, aseve gonivrulad unda
gamoviyenoT. araganaxlebadi resursebi, rogorebicaa navTobi, qvanaxSiri da
mravali sxva minerali, seriozul problemas warmoadgens. firmebs, romlebic
TavianT produqcias am resursebis gamoyenebiT amzadeben, elodebaT xarjebis
zrda, im SemTxvevaSic ki, Tu nedleuli xelmisawvdomi iqneba.
meore tendencia garemos mzardi dabinZurebaa. warmoeba bunebrivi garemos
mdgomareobas TiTqmis yovelTvis azianebs. warmoidgineT, qimiuri, gnebavT atomuri, sawvavis narCenebi okeaneSi; vercxliswylis siWarbe; qimiuri nivTierebebis raodenoba niadagsa da sakveb produqtebSi; garemos dabinZureba biologiurad aradaSladi boTlebiT, plastmasiTa da sxva SesafuTi masalebiT.
mesame tendenciaa mTavrobis mzardi Careva bunebrivi resursebis marTvaSi.
magaliTad germaniis mTavroba energiulad iRvwis garemos mdgomareobis
SesanarCuneblad. sxvebi, gansakuTrebiT ki Raribi qveynebi, dabinZurebis
aRsakveTad bevrs arafers akeTeben, ZiriTadad, saWiro fondebisa Tu politikuri nebis naklebobis gamo; xSirad, pasiuroben TviT mdidari qveynebic
politikuri Tanxmobis ararsebobis gamo. yvelaze did imedad rCeba is garemoeba, rom msoflioSi cnobili kompaniebi sakuTar Tavze ufro met socialur
bunebrivi garemo
(Natural environment)
bunebrivi resursebi,
romelTac kompania
Tavisi produqciis
gamoSvebisaTvis
iyenebs an Tavisi
biznessaqmianobiT
maTze zegavlenas
axdens.
90
nawili meore
pasuxismgeblobas iReben da, amavdroulad, gamoiZebneba SedarebiT iafi
mowyobilobebi da meTodebi, romlebic garemos dabinZurebas gaakontroleben
da Seamcireben.
aSS-Si garemos dacvis saagento (Evironment Protection Agency EPA) 1970 wels
daarsda, raTa Camoeyalibebina garemos dabinZurebis standartebi. momavalSi
aSS-Si biznesSi dasaqmebuli kompaniebi mTavrobisa da bunebis damcveli
sxvadasxva jgufisagan Zlier kontrols unda moelodon. xsenebuli standartebis mimarT negatiuri damokidebulebebis nacvlad, marketologebma TavianTi
wvlili unda Seitanon masalebiTa da energiiT momaragebis problemebis
gadaWraSi, romelTa winaSec msoflio aRmoCndeba.
bunebrivi garemos SenarCunebisaTvis brZolam warmoSva e.w. mwvaneTa
moZraoba. dRes civilizebulad moqmedi kompaniebi mTavrobis Sesabamis maregulirebel kanonebs gverds ar uvlian. isini garemosaTvis xelSewyobis strategiebs aviTareben, raTa iseTi msoflio ekonomika Camoayalibon, romelic planetis saWiroebebs upirobod dauWers mxars. isini reagirebas axdenen
momxmarebelTa iseT moTxovnebze, rogorebicaa ekologiurad usafrTxo produqtebi, xelmeored gamoyenebadi da biologiurad daSladi SesafuTi
saSualebebi, gadasamuSavebeli masalebi da komponentebi, dabinZurebis ukeTesi
kontroli da energiis ufro efeqturi dazogvis sakiTxebi.
magaliTad, 3M-i garemos dabinZurebis prevenciis specialur programas
atarebs (Pollution Prevention Pays), romelic produqtebis gadamuSavebisa da
warmoebis procesSi dabinZurebis Tavidan acilebas uwyobs xels. 1975-2001
wlebSi programam SeZlo 821,344 tona damabinZurebeli nivTierebis
gavrcelebis Tavidan acileba da 857 milioni dolaris dazogva. AT&T iyenebs
specialuri programebis nakrebs, raTa SearCios naklebi zianis momtani
masalebi, Seamciros saxifaTo narCenebis gamomuSaveba, dazogos energia da gaaumjobesos produqtis
meoradi gadamuSavebis procesebi.
McDonald’s-ma wlebis win uari Tqva
poliesteris SesafuT masalaze da
axla qaRaldis SesafuT masalas
iyenebs, romelic gadamuSavebadia. es
kompania misdevs tendenciebsa da
valdebulebebs, ar gamoiyenos iseTi
nawarmi, romelic meorad gadamuSavebas ar eqvemdebareba da isargeblos energodazogviTi teqnologiebiT.
UPS axla flobs 1800 energoefeqtian,
naklebad damabinZurebel, alternatiul sawvavze momuSave satransporto saSualebebs. SturBucks-i ufro metad yidulobs organulad
moyvanil yavas, rac tropikuli
tyeebisTvis safrTxes amcirebs.
kompaniebi sul ufro xSirad acnobiereben im kavSirs, romelic janmrTel ekonomikasa da janmrTel
■ garemoze pasuxismgebloba: McDonald's-ma aiRo mniSvnelovani valdeekologias Soris arsebobs.36
bulebebi ,,mwvaneTa moZraobasTan~ mimarTebaSi.
teqnologiuri
garemo (Technological
environment)
Zalebi, romlebic
qmnian axal teqnologiebs, produqtebsa da sabazro
SesaZleblobebs.
teqnologiuri garemo
teqnologiuri garemo, albaT, yvelaze dramatuli Zalaa, romelic Cvens bediRbalze zemoqmedebs. teqnologiis ganviTarebam moitana iseTi saocrebebi,
rogorebicaa antibiotikebi, organoebis gadanergva, kompiuteri, nouTbuqi da
interneti. agreTve, uaRresad saSiSi saSualebebi: atomuri bombi, qimiuri
iaraRi da sxva. Seiqmna avtomobili, televizori da sakredito baraTebi. Cveni
Sexedulebebi teqnologiaze damokidebulia imaze, Tu ramdenad zemoqmedebs
Cvenze misi dadebiTi Tu uaryofiTi mxareebi. magaliTad, ras ityodiT imaze,
rom TiToeul produqtSi moeTavsebinaT iseTi miniaturuli gadamcemi, romlis
saSualebiTac SesaZlebeli iqneboda produqtze Tvalis kvaldakval midevneba,
Tavi 3
marketinguli garemo
91
misi warmoebidan gamoyenebis adgilamde. erTi mxriv, es produqts
bevr
upiratesobas
mianiWebda,
meore mxriv, saSiSi iqneboda. male
esec SesaZlebeli iqneba (ix. marketingi muSaobis procesSi 3.2).
teqnologiuri garemo swrafad icvleba. dafiqrdiT, dRes
arsebuli produqtebidan romeli
ar iyo xelmisawvdomi 100 an,
Tundac, 30 wlis win. abraam linkolma araferi icoda avtomobilebis, TviTmfrinavebis, radiosa Tu
eleqtronaTurebis Sesaxeb. vudro
uilsonma ki _ televizoris, aerozoluri kosmetikuri saSualebebis, WurWlis sarecxi avtomaturi
manqanebis, haeris kondincionerebisa da kompiuterebis Sesaxeb.
franklin delano ruzvelti verc
ki ifiqrebda qseroqsze, sinTeti- ■ teqnologiuri garemo: teqnologia aris marketinguli garemos formirekur sarecx fxvnilze, magnitofon- bis yvelaze dramatuli Zala. am suraTze afrikis erT-erTi tomis menaxire
ze, bavSvis Casaxvis sawinaaRmdego mobiluri telefoniT saubrobs.
abebsa da satelitur antenebze.
jon kenedim ki araferi icoda
personalur kompiuterebze, DVD fleerebsa da internetze. axali
teqnologiebi axal bazrebsa da SesaZleblobebs qmnis. miuxedavad amisa,
TiToeuli maTgani cvlis Zvels: qseroqsi _ kopirebis qaRaldis bizness,
avtomobilebi – rkinigzas, kompaqt-diskebi ki _ fonogramul Canawerebs.
rodesac Zveli industriebi axal teqnologiebs ebrZvian an maT ignorirebas
axdenen, isini kvdebian. amdenad, marketologebma teqnologiur garemos
yuradRebiT unda adevnon Tvali. kompaniebi, romlebic teqnologiur cvlilebebs
ar misdeven, male aRmoaCenen, rom maTi produqtebi moZvelebulia, xolo axali
SesaZleblobebi _ xelidan gaSvebuli.
kvlevisa da ganviTarebis saqmeSi aSS mTel msoflios miuZRvis win. 2003
wels mis mier kvleva-ganviTarebaSi daxarjulma mTlianma Tanxam 302 miliard
dolars miaRwia. am mizniT yvelaze meti federalurma mTavrobam daxarja –
108 miliardi dolari.37 dRes mecnierebi axali produqtebisa da momsaxurebebis farTo wres ikvleven, dawyebuli mzis energiiT, eleqtromanqanebiTa da
simsivnis sawinaaRmdego preparatebiT, damTavrebuli xmiT marTvadi
kompiuterebiTa da genuri inJineriis meSveobiT gamoyvanili sakvebi kulturebiT. dRes kvlevaTa umravlesobas awarmoeben mecnierTa jgufebi da ara
calkeuli gamomgoneblebi, rogorebic iyvnen tomas edisoni, samuel morsi Tu
aleqsandre graham beli. bevri kompania kvlevis jgufebSi marketingis
specialistebsac amatebs, raTa maT daxvewon marketinguli orientacia.
mecnierebi fiqroben iseT fantastikur proeqtebzec, rogorebicaa mfrinavi
manqanebi, samganzomilebiani televizori da kosmosuri koloniebi. maT Seqmnas
safuZvlad udevs ara marto teqnikuri, aramed komerciuli Canafiqric –
Seiqmnas am produqtebis praqtikuli, sasurveli versiebi.
iqidan gamomdinare, rom produqtebi da teqnologia ufro kompleqsuri
xdeba, sazogadoebas esaWiroeba imis codna, rom es yvelaferi usafrTxoa. am
mizeziT samTavrobo saagentoebi krZalaven potenciurad saSiS produqtebs.
aSS-Si kvebisa da wamlebis administraciis saagentom (Food and Drug Administration
FDA) axali wamlebis Sesamowmeblad kompleqsuri maregulirebeli wesebi
Camoayaliba. momxmarebelTa produqtebis usafrTxoebis komisia (Cunsumer
Product Safety Commission PSC) qmnis momxmarebelTa produqtebisaTvis usafrTxoebis standartebs da ajarimebs kompaniebs, romlebic maT mxedvelobaSi ar
miiReben. aseTma regulirebam kvlevis xarjebi bevrad ufro gazarda. aseve
gaizarda dro axali produqtis ideis gaCenidan mis danergvamde. marketologebi, axali teqnologiebis miwodebisa da axali produqtebis Seqmnis dros, am
maregulirebel wesebSi gaTvicnobierebulni unda iyvnen.
92
nawili meore
politikuri garemo
politikuri garemo
(Political environment)
kanonebi, samTavrobo
saagentoebi da gavleniani jgufebi,
romlebic zemoqmedeben da zRudaven
sxvadasxva organizaciebsa da pirovnebebs gansazRvrul
sazogadoebaSi.
marketingul gadawyvetilebebze mZlavrad moqmedebs politikur garemoSi
mimdinare procesebi. politikuri garemo moicavs kanonebs, samTavrobo saagentoebsa da gavlenian jgufebs, romlebic zemoqmedeben da zRudaven sxvadasxva
organizaciasa da pirovnebas gansazRvrul sazogadoebaSi.
biznesis maregulirebeli kanonmdebloba. Tavisufali sabazro ekonomikis
yvelaze liberaluri damcvelebic ki eTanxmebian mosazrebas, rom sistema
ukeT muSaobs garkveuli regulirebis qveS. kargad gaTvlil regulirebas
SeuZlia stimuli misces konkurencias da uzrunvelyos saqonlisa da
momsaxurebis SeZena. amdenad, mTavrobebi aviTareben sazogadoebriv politikas,
raTa marTon komercia, anu SemoaqvT kanonebisa da wesebis wyeba, romelic
bizness, garkveulwilad, zRudavs sazogadoebis keTildReobis mizniT. TiTqmis
yvela marketinguli saqmianoba imarTeba garkveuli kanonebiTa da wesebiT.
mzardi sakanonmdeblo baza. sakanonmdeblo baza, romelic mTel msoflioSi
biznesze axdens zegavlenas, wlebis ganmavlobaSi, gaizarda. aSS-Si arsebobs
bevri kanoni, romlebic moicaven iseT sakiTxebs, rogorebicaa konkurencia,
samarTliani vaWroba, garemos dacva, produqtis usafrTxoeba, reklamis
realoba, momxmareblis konfidencialoba, SefuTva da markireba, iarliyi,
faswarmoqmna da sxva (ix. cxrili 3.2). evrokomisia aqtiurad qmnis kanonebs,
romlebic exeba konkurentul qcevas, produqtis standartebs, mwarmoeblis
valdebulebebsa da komerciul garigebebs evrokavSiris qveynebisaTvis.
zogierTma qveyanam Zlieri samomxmareblo kanonmdeblobis danergvaSi
aSS-sac ki gauswro. magaliTad, norvegia krZalavs ramdenime formis gayidvebis
stimulirebas – savaWro markebs (trade stamps), produqtisTvis Sejibrsa (contest)
da premialur fasebs (premiums) – radganac maT produqtis stimulirebis
araswor da arasamarTlian saSualebad miiCnevs. tailandis mTavroba iTxovs
mwarmoeblebisgan iseTi produqciis gamoSvebas, romelic dabali Semosavlebis
mqone momxmareblebisaTvis iqneba xelmisawvdomi. indoeTSi sakvebi produqtebis mwarmoebel kompaniebs unda gaaCndeT specialuri mtkicebuleba, raTa
gamouSvan brendi, romelic bazarze ukve arsebuli produqtis dublikats
warmoadgens, rogoricaa magaliTad Coca-Cola an brinjis axali nairsaxeoba.
aSS-Si arsebobs araerTi kanoni, romelic Seqmnilia mTlianad qveynis,
Statebisa Tu adgilobrivi masStabebiT da isini xSirad erTmaneTs faraven.
aspirini, romelic dalasSi iyideba, kontroldeba rogorc federaluri
kanoniT iarliyebis Sesaxeb, aseve texasis kanoniT reklamis Sesaxeb. ufro
metic, kanonebi mudmivad icvleba – is, rac wina wels nebadarTuli iyo, dRes
SeiZleba aikrZalos da _ piriqiT. marketologebma bevri unda imuSaon, raTa
kanonTa am cvlilebebsa da maT interpretaciebs misdion.
biznesis kanonmdebloba ZalaSi konkretuli mizezebis gamo Sevida.
pirveli _ kompaniebis dacva erTmaneTisagan. miuxedavad imisa, rom biznesaRmasruleblebi SesaZloa, xotbas asxamen konkurencias, isini zogjer mis
ganeitralebasac cdiloben. amgvarad, kanonebs iReben, raTa dafiqsirdes da
Tavidan iqnas acilebuli arasamarTliani konkurencia. aSS-Si aseTi kanonebi
federaluri savaWro komisiisa da generaluri prokuroris ofisis antimonopoliuri ganyofilebidan momdinareobs.
samTavrobo regulirebis meore mizania momxmarebelTa uflebebis
arasamarTliani biznesqmedebebisagan dacva. zogierTma firmam, regulirebis
gareSe, SesaZloa cudi produqti Seqmnas, reklamaSi icruos da momxmarebeli
SefuTviTa da fasiT moatyuos. arasamarTliani biznessaqmianoba gamoaSkaravdeba da zewolis qveS aRmoCndeba sxvadasxva saagentos mxridan.
mTavrobis sakanonmdeblo saqmianobis mesame mizania sazogadoebis
interesebis dacva windauxedavi biznesqmedebisagan. momgebiani biznessaqmianoba yovelTvis ar qmnis cxovrebis ukeTes xarisxs. kanonebi iqmneba, raTa
darwmunebuli viyoT, rom arsebuli kompaniebi sakuTar Tavze srul pasuxismgeblobas iReben TavianTi produqciis socioeTikur mxareze.
samTavrobo saagentoebis cvalebadi zewola. saerTaSoriso asparezze momuSave marketologebs urTierToba uwevT aTobiT, ufro metic, asobiT saagentosTan, romlebic savaWro politikis gasatareblad da regulirebis mizniT aris
Tavi 3
marketinguli garemo
93
3.2
pawawina gadamcemebi TiToeul produqtSi:
arnaxuli teqnologia Tu?
warmoidgineT msoflio, sadac yvela
produqti aRWurvilia mikrogadamcemebiT, romlebSic informaciaa CatvirTuli. dro, rodesac, eleqtronikis meSveobiT, yvela sagnis fexdafex
midevnebas SeZlebT – msoflios nebismier adgilas, nebismier dros.
mwarmoeblebi SeZlebdnen miwodebis
jaWvSi saqonlis moZraobaze Tvalyuris devnebas, rac gamoiwvevda produqciis droul miwodebas, sainventarizacio da sadistribucio xarjebis Semcirebas. sacalo movaWreebs
saSualeba eqnebodaT, TavianT maRaziebSi mimdinare vaWrobis dinamikisTvis miedevnebinaT Tvali, rac maT
daexmarebodaT sakuTari sasaqonlo
maragebis marTvaSi, Taroebis SevsebaSi da avtomaturad xelaxali
SekveTebis marTvaSi.
erTi wuTiT wamrmoidgineT axali
msoflio, romelSic myidvelebisaTvis aseTi teqnologiebia Seqmnili.
ganixileT es futuristuli scenari:
supermarketis rigebs Soris
siarulisas Taroze ganlagebuli
Tqveni sayvareli sasmelis 6 saxeobas waavlebT xels. Taroze moTavsebuli sensori arCevans gamoaaSkaravebs da yovelive es Tqveni
Soping-baraTis ekranze reklamis
saxiT aisaxeba. reklama gTavazobT
gansakuTrebul marilian wasaxemsebel sakvebs, romelic Zalze gemrieli iqneboda Tqven mier SerCeul sasmelTan erTad. rodesac
Sampunebis ganyofilebas miuaxlovdebiT, eleqtronuli wamkiTxveli
yuradRebiT daaTvalierebs Tqvens
baraTs da aRniSnavs, rom sayvareli brendi ar SegiZeniaT. `dagaviwydaT Sampuni?~ _ Cndeba SekiTxva
ekranze. Semdeg, Soping-baraTi SegaxsenebT, rom sadilisaTvis, romelsac Tqven gegmavT, aucilebelia esa Tu is Rvino. sayidlebis
Semdeg, sursaT-sanovages aTavsebT
erTad da saxlSi midixarT. gasasv-
lelSi damontaJebuli skanerebi
Tqvens SenaZens avtomaturad ajameben da sakredito baraTidan danaxarjebs CamoWrian. saxlSi `manqana-wamkiTxveli~ Tvals adevnebs,
romeli navaWri ikavebs adgils sakuWnaoSi da romeli rCeba mis gareT, aqedan gamodinare, rodesac
maragi iwureba, savaWro CamonaTvals avtomaturad aaxlebs. kvira
dRes, sadilis dasagegmad, Tqven
aTvalierebT indaurs, romelic
axlaxan iyideT. Cadgmuli Cipi gaZlevT momzadebis instruqciebsa da
ramdenime garniris recepts.
Tqven frinvelis xorcs aTavsebT
`sazrian RumelSi~, romelic Cipze
Caweril instruqciebs misdevs da,
Sedegad, iRebT mSvenivrad Sebrawul indaurs. es arnaxuli teqnologiaa Tu?
ggoniaT, warmoudgenelia? sulac
ar aris Auto-ID Center-isTvis. 1999
Auto-ID Center-is mizania, `Secvalos msoflio~ miniaturuli radiogadamcemis ganviTarebiT, romelic
CamontaJdeba produqtebSi da saTanado informaciis wyaro iqneba, riTac uzrunvelyofs sargebels
rogorc myidvelebisTvis, aseve gamyidvelebisTvisac.
gagrZeleba ix. gv. 94
94
nawili meore
wels daarsebulma centrma unikaluri partnioruli urTierTobebi
daamyara TiTqmis 100 globalur
kompaniasTan da msoflios wamyvan
kvleviT universitetebTan. Auto-ID
Center-is mizani iyo `msoflios Sesacvlelad... miecaT kompaniebisTvis
raRac iseTi, razec dRemde ocneboben isini _ unaklo miwodebis
jaWvis xiluloba.~ es didebuli
misiaa. magram amis realobad qceva
SesaZloa, albaT, iseTi marketinguli
magnatebisaTvis, rogorebic arian
Wal-Mart, Home Depot, Target, Best Buy,
Procter & Gamble, Coca-Cola, IBM, Gilette,
Michelin, US Post Office.
Auto-ID Center-ma Seqmna radiosixSiris pawawina saidentifikacio gadamcemi (RFID), anu sazriani Ci pi,
romlis CamontaJebac Tqven mier nayid nebismier produqtSi SeiZleba.
gadamcemi iseTi pataraa, rom zogierTi maTgani nemsis wverzec ki
moTavsdeba, Tumca SeuZlia, daitios
kodirebuli informacia, waikiTxos
da gadaweros miwodebis jaWvis monacemebi nebismier doneze. Auto-ID
Center-is teqnologia mwarmoeblebsa
da sacalo movaWreebs uzrunvelyofs saocari saSualebiT, kvaldakval mihyvnen produqciis maragis
cvlilebis tendenciebsa da gayidvebs. maT CamontaJebuli Ci pebi SeuZliaT gamoiyenon produqtebisaTvis
Tvalyuris sadevnad _ dawyebuli
nayiniTa da katis sakvebiT, damTavrebuli saburavebiT, saizolacio
masaliTa da reaqtiuli ZravebiT –
nabij-nabij misdion fabrikidan,
sawyobebidan, maRaziis Taroebidan
Tu xelmeore gadamuSavebis centrebidan.
Strixkodis sistema dResdReobiT modidan gadis da savaraudod,
sazriani Ci pebis sistema Caenacvleba. Strixkodi xiluli unda iyos,
rom skanerma waikiTxos, sazriani Cipi ki nebismier adgilas SeiZleba
moTavsebuli iyos. Strixkodi mxolod produqtis mwarmoeblis identificirebas axdens, xolo Ci pebs
monacemTa bazasTan wyvilSi, detaluri informaciis uzrunvelyofa
SeuZliaT individualuri produqtis
Sesaxeb. magaliTad, CamontaJebul
sazrian Ci ps SeuZlia kompania
Borden-is 2-procentiani moxdili rZis
konkretuli galonis identificireba – misi warmoebis TariRis, gamoyenebis vadis, momaragebis jaWvSi adgilmdebareobis dadgena da sxva
damaxasiaTebeli infomarciis miwodeba.
miuxedavad imisa, rom es futuristulad JRers, Auto-ID-teqnologiam ukve gaiara testireba aSS-sa da
gaerTianebul samefoSi. axlaxan
Gillette-ma naxevari miliardi Ci pi
SeukveTa da ori RFID sapiloto
proeqti ganaxorciela. pirveli
proeqti CamontaJebul gadamcemebs
iyenebs, raTa produqtebs fabrikaqarxnebidan maRaziis Taroebamde
Tvali adevnos. Gillette-i imedovnebs,
rom teqnologia momxmareblebis momsaxurebas gaaumjobesebs da, amavdroulad, Tavis produqciis marags
25-dan 5 procentamde Seamcirebs. meore proeqtSi Gillette-ma Wal-Mart-sa da
Tesco-s zogierT maRaziebSi informaciis wamkiTxveli mowyobilobebi Taroebze daamontaJa. amtkiceben, rom
sacalo movaWreni, gayidvis procesSi, weliwadSi 30 miliard dolarze
mets kargaven imis gamo, rom Taroebi
bolomde Sevsebuli ar aris. informaciis wamkiTxveli Taroze ganTavsebul Gillette-is saparsebs afiqsirebs
da roca saparsTa raodenoba klebulobs, maRaziis momsaxure personals
maT Sevsebas axsenebs. `Cven vicxovrebT msoflioSi, sadac Taroebi
yovelTvis savsea,~ _ ambobs Gillette-is
vice-prezidenti globaluri miznebis marTvis sakiTxebSi. informaciis
wamkiTxveli mowyobiloba momsaxure
personals aseve afrTxilebs, rodesac Tarodan didi raodenobiT saparsi qreba da amiT qurdobas amcirebs.
Michelin-ic atarebs Ci pebis testirebas. saburavebis damamzadebeli
kompania gegmavs Ci pebis CamontaJebas
saburavebSi, romlebic dayenebuli
iqneba samgzavro manqanebsa da msubuq satvirTo avtomobilebze, kerZod
ki 2006 wlis modelebze. fabrikaSi
am Ci pSi Seiyvanen informacias produqtis warmoebis drosa da TariRze, saburavis zomasa da sidideze,
qarxnis adgilmdebareobaze, satransporto saSualebebis saidentifikacio nomrebze.
iseTi megamarketologebis msgavsad, rogorebic arian Gillette, Michelin-i
da Wal-Mart-i, sazrian Ci-pebs patara
sacalo movaWreebic iyeneben. modis
sacalo movaWre Prada-m isini axlaxan Tavis niu-iorkis maRaziaSi daamontaJa. iq arsebuli videoekranebi,
myidvelis mier SerCeuli nawarmidan
skanirebuli informaciis safuZvelze, aCveneben am produqtis demonstrirebasa da dizainerTa Canaxatebs.
mosazomebel oTaxebSi wamkiTxveli
mowyobilobebi yvela im tansacmlis
detalebis identificirebas axdens,
romlebsac myidveli izomebs da amis
safuZvelze sTavazobs maT tansacmlis damatebiT models, zomas, fers
an dizains.
vfiqrobT, aseTi saxis inovaciis
gamo, momxmarebelTa umravlesoba
msgavsi mikrogadamcemebis upiratesobas aRiarebs. magram zogierTi
momxmarebeli da maTi uflebebis
damcveli pirad konfidencialobze
wuxs. Tu kompaniebs SuZliaT momxmareblis yidvisa da produqtis gamoyenebis process Tvali adevnon,
marketologebi Zalze didi raodenobis pirad informacias moi poveben.
àm teqnologiis Semqmnelebi or
cecxls Sua arian: maT SeuZliaT am
uzarmazari potencialis gamoyeneba
da, amasTanave, arsebobs SiSi, rom momxmareblebs cru warmodgenebs Seuqmnian,~ _ ambobs erT-erTi analitikosi.
Auto ID-teqnologiis mowinaaRmdegeni aRniSnaven, rom gadamcemebs moqmedebis SezRuduli diapazoni aqvT,
daaxloebiT 20 futamde – amitom
momxmareblebis saxlebSi Tu maTi
moZraobis procesSi Ci pebidan informaciis wakiTxva TiTqmis SeuZlebelia. Auto ID-industria aseve muSaobs momxmarebelTa konfidencialobaze. sxva sakiTxebTan erTad,
isini konfidencialobis gatarebis
politikasac ewevian, rac momxmarebels saSualebas aZlevs, uari Tqvas
Ci pebze. Auto ID-is konsultantis mosazrebiT, maTi mTavari misia sulac
ar aris momxmareblis jaSuSoba, aramed maTi ukeTesi momsaxureba. Auto
ID-is xedviT, brendis mwarmoeblebsa
da sacalo movaWreebs saSualeba eZlevaT, daadginon zusti dro, awarmoon sworad gaTvlili stimulireba da, amgvarad, daamyaron momxmarebelTan pirdapiri kavSiri.
gasul wels Auto ID Center-ma am
teqnologiis administrirebaze da
ganviTarebaze pasuxismgebloba EPC
Global-s gadasca. amasTanave, man gaakeTa gancxadeba RFID-is kvlevebis
axali fazis Sesaxeb. momdevno wlebSi, gamomdinare iqidan, rom es sazriani Ci pebi TandaTan sul ufro met
produqtSi gamoCndebian, Auto ID-is
teqnologia did sargebels moutans
rogorc marketologebs, aseve myidvelebs, romelTac isini emsaxurebian.
`varaudi imis Taobaze, rom mikrogadamcemebis gamoyenebis mizani yidvis
procesSi myidvelze zegavlenis moxdenaa, mtknari sicruea. magram, arc
Tu ise Soreul momavalSi, igi SeiZleba marketingis axali Taobis bazisad iqces,~ – acxadebs analitikosi.
wyaroebi: Jack Neff, “A Chip over Your Shoulder?”
Advertising Age, April 22, 2002, p. 4; Kimberly Hill,
“Prada Uses Smart Tags to Personalize Shopping,” April
24, 2002, accessed online at www.crmdaily.com;
“Business: The Best Thing Since the Bar-Code: The IT
Revolution,” The Economist, February 8, 2003,
pp. 57–58; “Gillette, Michelin Begin RFID Pilots,”
Frontline Solutions, March 2003, p. 8; “RFID Benefits
Apparent,” Chain Store Age, March 2003, p. 63; Faith
Keenan, “If Supermarket Shelves Could Talk,” Business
Week, March 31, 2003, pp. 66–67; and information
accessed online at www.autoidcenter.org, July 2003, and
information accessed online at www.autoidlabs.org,
November 2003.
Tavi 3
cxrili 3.2
marketinguli garemo
95
aSS-Si moqmedi ZiriTadi kanonebi, romlebic zemoqmedeben marketingze
kanoni
daniSnuleba
Sermanis antimonopoliuri
kanoni (1890)
krZalavs monopoliasa da saqmianobebs (fasis fiqsireba, mtacebluri
faswarmoqmnis politika), romlebic Statebs Soris vaWrobasa da
konkurencias zRudavs.
federaluri kanoni sakvebi produqtebisa da wamlebis Sesaxeb
(1906)
krZalavs falsificirebuli Tu yalbi iarliyebis mqone sakvebi produqtebis, wamlebis warmoebasa da gayidvas. am kanoniT Seiqmna sakvebi
produqtebisa da wamlebis administraciis saagento (FDA).
kleitonis kanoni (1914)
Sermanis kanonis damateba. krZalavs fasebis diskriminacias da
eqskluziur urTierTobebs.
kanoni federaluri vaWrobis
komisiis (FTC) Sesaxeb (1914)
awesebs vaWrobis komisias, raTa akontrolos da gamoasworos arasamarTliani savaWro meTodebi.
robinson-petmenis aqti (1936)
damatebebi Seitana kleitonis kanonSi da fasTa diskriminacia arakanonier qmedebad ganmarta. es aqti federaluri vaWrobis saagentos
aZlevs uflebamosilebas, raodenobriv fasdaklebebze daawesos limitebi, akrZalos zogierTi brokeruli da mastimulirebeli SeRavaTebi,
garda im SemTxvevebisa, rodesac garkveuli proporciaa daculi.
viler-liis kanoni (1938)
krZalavs yvela arakeTilsindisier, gaugebrobis Semcvel da arasamarTlian saqmianobas konkurentebTan mimarTebaSi. sakvebi produqtebisa
da wamlebis reklamirebas aqcevs federaluri vaWrobis saagentos
iurisdiqciis qveS.
lanhamis kanoni savaWro niSnis
Sesaxeb (1946)
icavs da aregulirebs gansakuTrebuli brendis saxelebsa da savaWro
niSnebs.
kanoni erovnuli saavtomobilo
moZraobisa da usafrTxoebis
Sesaxeb (1958)
uzrunvelyofs usafrTxoebis savaldebulo standartebis Seqmnas manqanebisa da saburavebisaTvis.
kanoni samarTliani SefuTvisa
da iarliyis Sesaxeb (1966)
uzrunvelyofs samomxmareblo saqonlis SefuTvisa da iarliyis datanis regulirebas. am kanonis mixedviT, mwarmoeblebma unda daafiqsiron, ras Seicavs SefuTva, vin daamzada da ramdens iwonis igi.
kanoni bavSvTa dacvis Sesaxeb
(1966)
krZalavs saSiSi saTamaSoebis gayidvas. awesebs standartebs patarebisaTvis usafrTxo SefuTvisaTvis.
federaluri kanoni sigaretis
iarliyisa da reklamis Sesaxeb
(1967)
am kanonis Tanaxmad, sigaretis SefuTva unda Seicavdes Semdeg sityvebs:
`gafrTxileba: jandacvis saministro gafrTxilebT, moweva mavnebelia
Tqveni janmrTelobisaTvis.~
kanoni erovnuli garemos dacvis
Sesaxeb (1969)
afuZnebs erovnul politikas garemosTan mimarTebaSi. 1970 wlis reorganizaciisPgegmiT Camoyalibda garemos dacvis saagento (EPA).
kanoni samomxmareblo produqtis
usafrTxoebis Sesaxeb (1972)
afuZnebs samomxmareblo produqtis usafrTxoebis komisias (CPSC) da
avalebs mas samomxmareblo produqtebisaTvis usafrTxoebis standartebis danergvas. aseve, awesebs sasjels im SemTxvevaSi, Tu es standartebi uxeSad dairRveva.M
magnuson-mosis kanoni garantiebis
Sesaxeb (1975)
federaluri vaWrobis saagentos saSualebas aZlevs, gansazRvros wesebi da kanonebi momxmareblis garantiebis Sesaxeb. aseve, xelmisawvdoms
xdis maT gamosworebas momxmareblebisaTvis.
kanoni sabavSvo programebis
Sesaxeb (1990)
zRudavs reklamebis raodenobas sabavSvo satelevizio programebis
dros.
kanoni sakvebi produqtebis
Sesaxeb (1990)
moiTxovs, rom sakvebi produqtis iarliyebi detalur informacias Seicavdes produqtis Sesaxeb.
telefonis momxmarebelTa dacvis EzRudavs marketologebs telefonis, Canawerebisa Tu sxva msgavsi sisteaqti (1991)
mebis meSveobiT momxmareblebis mizidvaSi.
kanoni amerikel invalidTa
dacvis Sesaxeb (1991)
icavs invalidebis uflebebs. uzrunvelyofs maT TavSesafriT, transportiTa da telekomunikaciiT.
kanoni onlainreJimSi bavSvTa
piradi informaciis dacvis
Sesaxeb (2000)
krZalavs veb-gverdebze bavSvebisagan piradi informaciis miRebas
mSoblebis Tanxmobis gareSe da mSoblebs saSualebas aZlevs, gaakontrolon es informacia.
96
nawili meore
Seqmnili. aSS-Si kongresma Camoayaliba federaluri maregulirebeli saagentoebi, rogorebicaa federaluri vaWrobis komisia (FTC), sakvebisa da wamlebis
administraciis saagento (FDA), federaluri komunikaciebis komisia, federaluri energoregulaciis komisia, samoqalaqo aviaciis sabWo, momxmarebelTa
produqtis usafrTxoebis komisia da garemos dacvis saagento. aseT samTavrobo saagentoebs kompaniis marketingul maCvenebelze didi gavlena aqvT.
drodadro am saagentoebis momsaxure personali zedmet simkacres iCens da
maTi qmedeba araprognozirebadia. zogjer am saagentoebSi dominireben advokatebi da ekonomistebi, romlebsac praqtikuli biznesisa da marketingis sferoSi gamocdileba naklebad gaaCndaT. bolo wlebSi federaluri vaWrobis
komisiam Tavis momsaxure personals daumata marketingis eqspertebi,
romelTac biznesis kompleqsuri sakiTxebis ukeT gageba SeuZliaT.
axali kanonebis Seqmna da maTi zewolis zrda grZeldeba. biznes-aRmasruleblebma, produqtebisa da marketinguli programebis dagegmvisas, am movlenebs Tvali unda gadaavlon. marketologebma is ZiriTadi kanonebi unda
icodnen, romlebic icaven konkurencias, momxmareblebsa da sazogadoebas. maT
unda esmodeT es kanonebi adgilobriv, regionalur, federalur da saerTaSoriso doneze.
gazrdili yuradReba eTikasa da socialurad sapasuxismgeblo qmedebebze. dawerili kanonebi marketingis borotad gamoyenebas yovelTvis ver zRudavs.
miuxedavad amisa, dawerili kanonebisa da regulirebis garda, bizness, aseve,
socialuri kodeqsebi da eTikis progresuli wesebi marTavs.
socialuri pasuxismgebloba. civilizebuli kompaniebi TavianT menejerebs
aswavlian, Tu `ra aris swori qmedeba~. socialuri pasuxismgeblobis mqone es
firmebi aqtiurad eZeben gzebs, raTa daicvan TavianTi momxmareblebis interesebi da garemo.
ukanasknel xanebSi biznesSi skandalebis matebam da garemos dacvaze
gazrdilma zrunvam eTikisa da socialuri pasuxismgeblobis sakiTxebisadmi
axali interesi gamoiwvia. marketingis TiTqmis yvela aspeqti msgavs sakiTxebs
moicavs. vinaidan aseTi sakiTxebi konfliqtur interesebs exeba, saRad
moazrovne adamianebs SeuZliaT, mocemul situaciaSi, moqmedebis swor kurss ar
daeTanxmon. amdenad, bevri industriuli da profesiuli savaWro asociacia
saTanado eTikis kodeqss flobs. axla sul ufro meti kompania aviTarebs
Sesabamis politikas, samoqmedo strategias da reagirebas axdens kompleqsuri
socialuri pasuxismgeblobis sakiTxebis mimarT. magaliTad, 2001 wels yvelaze
mdidari 250 kompaniis 45 procentma gamouSva garemos, socialuri Tu Tanmxlebi
sakiTxebis Sesaxeb angariSebi.38
eleqtronuli komerciisa da internetmarketingis bumma Seqmna socialuri da eTikuri sakiTxebis axali wyeba. yvelaze mTavaria onlainkonfidencialoba. magaliTad, veb-gverdis stumrebi xSirad amarageben kompaniebs piradi
informaciiT, ris gamoc isini SeiZleba usindiso marketologebis msxverplni
gaxdnen. ufro metic, Intel-i da Microsoft-i maRalteqnologiuri mikrosqemebisa da
programebis gamoyenebaSi daadanaSaules, risi meSveobiTac personaluri kompiuterebidan informacias iRebdnen marketinguli miznebisaTvis.39
am wignSi Cven warmogidgenT specialur CanarTebs – marketingi muSaobis
procesSi. isini ajameben ZiriTad sazogadoebriv politikasa da socialuri
pasuxismgeblobis sakiTxebs, romlebic marketingis ZiriTad gadawyvetilebebs
axlavs Tan. maTSi is kanonieri sakiTxebia ganxiluli, romlebic marketologebma unda Seiswavlon, da is eTikuri da socialuri Temebi, romelTac es
ukanasknelni awydebian. meTeqvsmete TavSi detalurad ganvixilavT socioeTikuri marketinguli sakiTxebis farTo wyebas.
qvelmoqmedebasTan dakavSirebuli marketingi. imisaTvis rom socialuri pasuxismgebloba warmoaCinon da ufro pozitiuri imiji Seiqmnan, bevri kompania
sakuTar Tavs saqvelmoqmedo RonisZiebebs ukavSirebs. dRes yvela produqti
raRac movlenasTanaa dakavSirebuli. ase magaliTad, iyide Purina-s katis sakvebi
da amiT daexmarebi zoologiuri parkebisa da akvariumebis amerikul asociacias, gadaarCinos didi katebis erT-erTi jiSi gadaSenebisagan. ai, sxva mowodebebic: dalieT Tang-i da amiT daimsaxurebT gasamrjelos, romliTac
Tavi 3
marketinguli garemo
97
daexmarebiT dedebs, romlebic winaaRmdegi
arian nasvam mdgomareobaSi manqanis marTvisa; SeiZineT produqti EddieBauer.com-dan,
miiReT procenti SenaZenidan, raTa Tqvens
adgilobriv skolas daexmaroT; iyideT vardisferi miqseri KitchenAid-gan da mxari dauWireT mkerdis simsivnis kvlevebs; Tu gsurT,
daexmaroT leikemiis amerikul sazogadoebas, iyideT Helping Hand-is nagvis parkebi an
tualetis qaRaldi; gadaixadeT pirdapiri
gadaxdis baraTiT da Tqven SeZlebT daexmaroT kulturisa da xelovnebis adgilobriv jgufebs an mxari dauWiroT simsivnisa
Tu gulis daavadebaTa winaaRmdeg brZolas.
qvelmoqmedebasTan dakavSirebuli (mibmuli) marketingi korporaciebis mier finansuri resursebis gacemis ZiriTad xerxad
iqca. igi kompaniebs saSualebas aZlevs, `kargad gaakeTon kargi saqme.~ isini kompaniis
produqtebisa Tu momsaxurebebis realizacias saqvelmoqmedo fondebisa da Sesabamisi
sazogadoebrivi organizaciebisaTvis gaweuli Semweobis zrdas ukavSireben. kompaniebi
axla yovelwliurad aTobiT qvelmoqmedebasTan dakavSirebul marketingul kampanias
sponsoroben. bevr maTgans zurgs umagrebs
didi biujeti da marketinguli saqmianobebis
farTo diapazoni. ganvixiloT Semdegi
magaliTebi:
1987 wels Johnson&Johnson-ma (J&J)
bavSvTa erovnul samedicino centrTan
da erovnuli usafrTxoebis sakonsulosTan erTad sponsoroba gauwia erov- ■ qvelmoqmedebaze mibmuli marketingi: KitchenAid-i TiToeuli
nul moZraobas – bavSvTa usafrTxoebas. gayiduli miqseridan Semosul 50 dolars, Sewirulobis saxiT,
sarZeve jirkvlebis kibos kvlevaSi debs da arwmunebs momxmomxmareblebs SeeZloT 9.95 dolarad marebels, raTa ,,sijansaRis'sadils umaspinZlon~.
eyidaT videofiri bavSvTa usafrTxoebaze. kampaniis xelSewyobis mizniT
Johnson&Johnson-ma yoveldRiur gazeTebSi TiTqmis 50 milioni
sareklamo danarTi gamouSva. man aseve Seqmna sacalo movaWreTaTvis
specialuri sainformacio nakrebi (CanTa), romelSic Sedioda
plakatebi, gamosaxulebebi da sxva mastimulirebeli masalebi. bavSvTa
erovnuli samedicino centridan dawyebuli, bavSvTa usafrTxoebis
erovnuli kampania iqca damoukidebel organizaciad _ `bavSvTa
usafrTxoeba,~ romelic amerikaSi 300 regionalur da adgilobriv
organizacias moicavs. yoveli wlis maisSi organizacia uerTdeba
Johnson&Johnson-s da bavSvTa usafrTxoebis kvireuls. J&J-i am
moZraobis mxardaWeras agrZelebs milionobiT dolariT, yovelwliuri grantebiT, sazogadoebrivi kampaniebiT, korporaciuli reklamiTa
da sacalo stimulirebiT.
1996 wels General Mills-ma daarsa programa Box Tops For Education-i
(BTFE). igi skolebs aZlevs Sanss, gamoimuSavon naRdi fuli –
eqskursiebisaTvis, kompiuterebisaTvis, saTamaSo moednebisaTvis,
saWiro inventarisaTvis. BTFE-ma, marTlac, gaamarTla. dRes dawyebiTi
skolebis 60 procenti am programaSia CarTuli. monawileobis
misaRebad moswavleebi da mSoblebi agroveben 330-mde produqtis iarliyebs, maT Soris arian Yoplait-i, Big G, Lloyd’s -i da BettyCrocker-i. Semdeg
General Mills-i TiToeul iarliySi skolas 10 cents uxdis. dadginda,
rom kompaniam am gziT TiTqmis 70 milioni dolari gadasca adgilobriv, kerZo, sajaro Tu samrevlo skolebs. am warmatebaze dayrdnobiT,
General Mills-i gaerTianda Visa-sTan, raTa sazogadoebas BTFE -is sakredi-
98
nawili meore
to baraTi SesTavazos. igi Visa-s sakredito baraTebis mflobelebis
mier garkveuli SeZenili produqciis Tanxis erT procents skolebs
swiravs. garda amisa, momxmareblebs, romlebic Amazon.com-sa da
EddieBauer.com-Si arian gawevrianebulebi, BTFE-idan aqvT garantia –
isini TiToeuli SenaZenis 10 procents TavianT skolebs swiraven.
qvelmoqmedebasTan dakavSirebul marketings uaryofiTi mxareebic aqvs.
kritikosebi Sewuxebulni arian imis gamo, rom aseTi marketingi ufro gayidvis
strategiaa, vidre qvelmoqmedebis da rom, aqedan gamomdinare, `qvelmoqmedebasTan dakavSirebuli~ marketingi, realurad, `qvelmoqmedebis Tavis miznebisTvis gamomyenebeli~ marketingia. amdenad, kompaniebi, romlebic mas iyeneben,
SesaZloa xsenebuli eqspluatatoruli ieris gamo garkveul problemebs
waawydnen.
miuxedavad amisa, kargad warmarTvis SemTxvevaSi, qvelmoqmedebasTan dakavSirebul marketings SeuZlia daexmaros rogorc kompanias, aseve qvelmoqmedebis obieqtsac. kompania am gziT pozitiur sazogadoebriv imijs iqmnis.
saqvelmoqmedo organizacia Tu konkretuli movlena ki Seqmnis ufro met
vizualurobasa da fondebis axal, mniSvnelovan wyaroebs moizidavs. aseTi
marketingis programebi, sxvadasxva saqvelmoqmedo miznisaTvis, yovelwliurad
aSS-is korporaciebisagan Tavs uyris 700 milion dolarze mets.40
kulturuli garemo
(Cultural environment)
institutebi da sxva
Zalebi, romlebic
gavlenas axdenen
sazogadoebis ZiriTad faseulobebze,
Sexedulebebsa da
qcevaze.
kulturuli garemo
kulturuli garemo Sedgeba institutebisa da sxva Zalebisagan, romlebic
gavlenas axdenen sazogadoebis ZiriTad faseulobebze, aRqmaze, Sexedulebebsa
da qcevaze. adamianebi izrdebian konkretul sazogadoebaSi, romelic maT
mTavar rwmenasa da faseulobebs uyalibebs. isini STanTqaven msoflioze
Sexedulebas, romelic gansazRvravs maT urTierTobebs sxvebTan. amis gamo,
kulturul maxasiaTeblebs marketinguli gadawyvetilebis miRebaze efeqtis
moxdena SeuZliaT.
kulturul faseulobaTa mdgradoba. mocemul sazogadoebaSi mcxovreb
adamianebs sakuTari rwmena da faseulobebi gaaCniaT, romlebsac maRali
mdgradoba axasiaTebT. magaliTad, amerikelebis umravlesobas swams muSaobis,
qorwinebis, qvelmoqmedebisa da patiosnebis. es rwmena ayalibebs ufro
specifikur damokidebulebasa da qcevebs, romlebsac yoveldRiur cxovrebaSi
aRmovaCenT. ZiriTadi rwmena da faseulobebi Svilebs mSoblebidan gadaecemaT,
rasac Semdeg skola, eklesia, biznesi da mTavroba ganamtkicebs.
meoradi rwmena da faseulobebi ufro advilad cvalebadia. qorwinebis
rwmena pirveladia, magram imis rwmena, rom adamiani adreul asakSi unda
daqorwindes – meoradi. marketologebs aqvT SesaZlebloba, Secvalon meoradi
faseulobebi, magram naklebad SeuZliaT ZiriTadi faseulobebis Secvla.
magaliTad, marketologebs SeuZliaT ufro efeqturad ikamaTon imaze, rom
mogvianebiT daqorwineba umjobesia, vidre imaze, rom adamianebma saerTod ar
unda iqorwinon.
cvlilebebi meorad kulturul faseulobebSi. miuxedavad ZiriTadi
faseulobebis mudmivobisa, kulturuli ryevebi mainc xdeba. magaliTisaTvis
aiReT popularuli musikaluri jgufebis, kinovarskvlavebisa da sxva cnobili
saxeebis zegavlena axalgazrdebis varcxnilobaze, tansacmelsa da seqsualur
normebze. marketologebs surT kulturuli cvlilebebis winaswarmetyveleba,
raTa gansazRvron axali SesaZleblobebi Tu safrTxeebi. ramdenime firma
amasTan dakavSirebiT, winaswar prognozirebas sTavazobs. magaliTad, Yankelovich
Monitor, Market Fact’s Brain Waves Group da Trends Research Institute.
Yankelovich Monitor-i wlebis ganmavlobaSi fexdafex misdevda momxmarebelTa
faseulobis tendenciebs. 21-e saukunis dasawyisSi igi ukan dabrunda, raTa wina
aTwleulis gakveTilebiT esargebla. man momxmareblis 8 mTavari Tema
gansazRvra:41
1. paradoqsi: adamianebi eTanxmebian Sexedulebas, rom `cxovreba aris swrafva
ukeTesobisa da uaresobisaken erTdroulad.~
2. ar endoT: ndoba eqimebis, sajaro skolebis, satelevizio axali ambebis, gaze-
Tavi 3
marketinguli garemo
Tebis, federaluri mTavrobisa da korporaciebis mimarT mkveTrad ecema.
3. imoqmedeT marto: ufro meti adamiani eTanxmeba gancxadebas: `me ufro metad
vendobi sakuTar instiqtebs, vidre eqspertebs.~
4. Wkvians Tavisi gaaqvs: magaliTad, xalxis nawili eTanxmeba sityvebs: `brendis
yidva, romelic TqvenTvis ucnobia, sariskoa.~
5. aranairi msxverplSewirva: magaliTad, bevri adamiani amtkicebs, rom Sexeduleba mniSvnelovania, magram ara nebismier fasad. damTavrda dro, rodesac
saxls mxolod saCvenebeli da ara komfortis funqcia hqonda, aseve, miuRebelia sakvebis gemos ugulvebelyofa.
6. stresis daZleva Znelia: magaliTad, sul ufro meti adamiani amtkicebs, rom
ìsini ganwyobili arian meti dasvenebisTvis.~
7. Tanaziari samuSao gzaa winsvlisken: ufro meti adamiani eTanxmeba, rom yvelam Tavisi saqme unda akeTos.
8. CemTan erTad: magaliTad, xalxi gamoxatavs saWiroebas, icxovron msoflioSi,
romelic Seqmnilia `Cem~ mier da ara `Sen~ mier.
Yankelovich-i miiCnevs, rom 2000 wlis wina aTwleuls, ZiriTadad, beibibumerebi da X-Taoba warmarTavdnen. beibi-bumerebs amoZravebdaT Semdegi 4 faqtori: `Tavgadasavali~ (axalgazrdobis SegrZneba), `simarjve~ (adaptaciis
unari da cvlilebebis survili), `TaobaTa mxardaWera~ (axalgazrdebsa da moxucebze mzrunveloba, xSirad tradiciuli SeTanxmebebis gziT) da àRdgena~
(pensiaze adreuli gasvlis Semdeg meore karierisa Tu samsaxurebrivi cxovrebis axali fazis dawyeba). X-Taobas ki warmarTavs 3 faqtori: `kargi cxovrebis
xelaxali gansazRvra~ (motivacia, raTa maTi ekonomikuri keTildReoba
gaumjobesdes da misi kontroli SenarCunebul iqnas), àxali ritualebi~
(tradiciul faseulobebTan dabruneba, magram tolerantuli midgomiTa da
cxovrebis aqtiuri stiliT) da `danawileba da SeerTeba~ (samsaxuris, TamaSis,
Zilis, ojaxisa da cxovrebiseuli sxva aspeqtebis balansi).
sazogadoebis mTavari kulturuli faseulobebi gamoxatulebas povebs
adamianis SexedulebebSi sakuTar Tavze, sxvebze, organizaciebze, sazogadoebaze, bunebasa da samyaroze.
adamianebis Sexeduleba sakuTar Tavze. zogi adamiani eZebs pirad siamovnebas,
iltvis mxiarulebisaken, cvlilebebisa da TavdaRwevisaken, sxvebi ki eZeben
TviTrealizacias religiaSi, SemoqmedebaSi, karierasa Tu sxva cxovrebiseuli
miznebis ganxorcielebaSi. xalxi iyenebs produqtebs, brendebsa da momsaxurebebs, rogorc TviTgamoxatvis formebs da yidulobs produqtebsa Tu momsaxurebebs, romlebic Seesabameba maT Sexedulebebs sakuTar Tavze.
1980-ian wlebSi piradi ambicia da materializmi dramatulad momZlavrda.
e.w. ,,me sazogadoebaSi’’ _ adamianebi yidulobdnen òcnebis manqanebs~ da
àrdadegebs ocnebis qveyanaSi atarebdnen~ maSin, rodesac sakuTari pirveladi
saWiroebis saqonelsa Tu momsaxurebaze cdilobdnen, fuli SezRudulad
daexarjaT. dRes situacia gansxvavebulia. xalxi egueba ufro konservatorul
qcevebsa da ambiciebs. axal aTaswleulSi SesvliT, materializmi, fulis
Tavisufali xarjva da sakuTari survilebis dakmayofileba Secvala fulis
ufro gonivrulad xarjvam, dazogvam, saojaxo saqmeebSi sxvebis daxmarebam.
momwifebuli beibi-bumerebi fulis xarjvas zRudaven produqtebsa da momsaxurebebze, romlebic maT cxovrebas aumjobesebs, imijis zrdis xarjze. aseTi
midgoma brwyinvale momavals uwinaswarmetyvelebs produqtebsa da momsaxurebebs, romelnic emsaxurebian ZiriTad saWiroebebs da gvamarageben ufro
realuri faseulobiT, vidre fufunebiTa da brwyinvalebiT.
xalxis Sexedulebani sxvebze. bolo dros damkvirveblebma aRniSnes Semdegi
cvlileba _ swrafva e.w. ,,me sazogadoebidan’’ ,,Cven sazogadoebisaken’’, sadac
ufro met adamians surs erTad yofna da sxvisTvis samsaxuris gaweva.42
wlebis ganmavlobaSi `budis~ mowyobis tradiciis Semdeg
(usafrTxoebisa da saxlis komfortis SegrZneba), amerikelebma,
sabolood, daiwyes saxlidan gamosvla realur samyaroSi. budis
mowyobis instinqts wertili daesva _ igi modidan gadavida. rodesac,
80-ian wlebSi pirveli didi talRa agorda, am tendenciis damkvirveblebma Seqmnes termini `Wiis parki~, raTa im bumerebis mozRvaveba
99
100
nawili meore
daexasiaTebinaT, romlebic TavianT pirvel saxlebs yidulobdnen da
didi zomis avejiTa da momxibvleli mowyobilobebiT avsebdnen.
dot.com-ebis bumma saTave daudo axal talRas, rodesac saxlis inventaris mTavar Semadgenel nawils ukve plazmuri televizorebi da
,,flei-steiSenebi’’ warmoadgendnen. xalxis umravlesobis azriT, budis
mowyobis periodi kidev didxans gagrZeldeba. Tumca 2001 wlis 11
seqtembris movlenebma, rogorc sociologebi acxadeben, xalxs kompaionobisaken ubiZga. teroristebis gangaSisa da erayis omis Semdeg
bevri adamiani bunebrivad iswrafvoda TavdaRwevisaken. àmdeni xani
Wiis parkSi mxolod ojaxTan erTad SegiZlia gaZlo. maTi siyvarulic ki momabezrebelia,~ – ambobs erT-erTi sociologi.
marketologebi amCneven am cvlilebas. las-vegasSi Saks Fifth Avenue-s
maRazia cdilobs, xalxi saxlidan gamoiyvanos da maT divnebiT savse misaReb
oTaxs uTmobs, sadac myidvelebs SeuZliaT dasxdnen da isaubron, miirTvan
tkbileuli da uzarmazar televizors uyuron. Applebee-s restornebis qselma
gamofina reklamebi, romlebSic TavSeyris adgilebSi kvebazea yuradReba
gamaxvilebuli. dabolos, Neighbourhood Hero-s konkursi, romelSic nominirebulni arian adgilobrivi cnobili personebi. rogorc ki adamiani Tavisi komfortuli binis zRurbls gascda da sufTa haerze gavida, sacxovrebeli
`budis~ da idiliis Seqmnis ostati – Home Depot – Tavis bizness mebaReobis
ganxriT afarToebs.
xalxs sul ufro metad surs, gascdes sakuTari saxlis zRurbls da dro
sxvebTan erTad gaataros. es tendencia `socialuri mxardaWeris~ mqone produqtebisa da momsaxurebis uzarmazar moTxovnas gulisxmobs, rac adamianebs
Soris pirdapir komunikacias aumjobesebs, magaliTad, janmrTelobis klubebi
da saojaxo ardadegebi.
xalxis Sexedulebani organizaciebze. adamianebi gansxvavdebian erTmaneTisagan im mxrivac, rom maT aqvT sxvadasxva mosazreba korporaciebze, samTavrobo saagentoebze, profesiul kavSirebze, universitetebsa da sxva organizaciebze. xalxs surs, mniSvnelovani organizaciisaTvis imuSaos da, sanacvlod,
sazogadoebisaTvis samsaxuris gaweva moiTxovos. 1980-ian wlebis damdegs
amerikis biznesis, politikuri organizaciebisa Tu institutebisadmi ndoba da
loialoba mkveTrad daeca. 90-iani wlebis ganmavlobaSi kompaniebis ukusvlam
gamoiwvia cinizmi da undobloba. bolo dros korporaciulma skandalebma
Enron-Si, World.com-Si, Tyco International-sa da sxva did kompaniebSi didi biznesis
mimarT kidev ufro meti undobloba danerga. dRes bevri adamiani samsaxurs
ganixilavs ara rogorc dakmayofilebis wyaros, aramed saSualebas,
gamoimuSaos fuli, raTa dro gaataros arasamuSao saaTebSi. es tendencia
miuTiTebs, rom organizaciebs sWirdebaT axali gzebis moZieba, raTa momxmareblisa da momsaxure personalis ndoba moi povon.
xalxis Sexedulebani sazogadoebaze. adamianebis mosazrebebi sazogadoebaze
Zalze gansxvavebulia. patriotebi icaven mas, reformatorebs misi Secvla
surT, ukmayofilo adamianebs misgan gacla swadiaT. xalxis sazogadoebaze
orientacia gavlenas axdens maT moxmarebis modelze da sabazro sivrcisadmi
damokidebulebebze. amerikuli patriotizmi, bolo aTwleulis ganmavlobaSi,
izrdeboda. Tumca igi, gansakuTrebiT, 11 seqtembris teroristuli aqtisa da
erayis omis Semdeg gaZlierda. magaliTad, 11 seqtembramde amerikelebi yvela
zomisa Tu formis amerikis droSaze weliwadSi 200 milion dolars xarjavdnen, magram 2001 wels amerikuli droSis gayidva gaoTxmagda. 11 seqtembris
Semdeg sul raRac 2 kviraSi, K-Mart-ma qveynis farglebSi 662 aTasi xelSi
dasakavebeli droSa gayida. erayis omis Semdeg ki xalxis umravlesobam zafxulis umetesi nawili amerikis istoriuli adgilebis daTvalierebas dauTmo –
vaSingtonis monumentur Zeglebs, maunt-raSmors, getisbergis sabrZolo vels,
perl-harbors da alamos.43
marketologebs es movlenebi reagirebis gareSe ar dautovebiaT. maT
patriotul Temaze awyobili produqtebi gamoimuSaves da mastimulirebeli
kampaniebi awarmoes. yvela, yvavilebis Taigulebisa Tu tanisamosis mwarmoeblebi, patriotul Temas iyenebda. magaliTad, 11 seqtembris Semdeg Mars-ma M&M-is
axali SefuTva gamouSva – Sokoladi sul sami feris iyo: wiTeli, TeTri da
Tavi 3
marketinguli garemo
101
lurji. gayiduli saqonlidan mogebis 100-ve procenti wiTel jvars
gadaeca. saSobaod HallMark-ma SesTavaza misaloci baraTi, romelzec
gamosaxuli iyo Tovlis babua droSiT xelSi da warwera: `RmerTo, daloce amerika!~ Wal-Mart-ma gayida
TeTreuli patarebisaTvis _ “Little
Patriots Diapers”-i _ pawawina lurji
varskvlavebiT. HeartLand Brewery-m
niu-iorkis taims-skverSi axali ludis
prezentaciac ki gamarTa. DetermiNation
Ale. Budweiser-is Super Bowl-is reklama ki
pativsacemi Budweiser-is Clydesdales-s
asaxavda, romelic Tavs xris, raTa
manhetenis samudamod Secvlil cis
kamaras pativi miagos.44
miuxedavad xsenebuli marketinguli Zalisxmevisa, romelic ■ ukanaskneli ori dekadis manZilze amerikuli patriotizmi sul ufro izkargad dagegmili da gansazRvruli rdeba, magram 11 seqtembris teroristuli Tavdasxmis Semdeg igi kidev ufro
gaizarda. Mars Inc-is marketologebma (M&M-is Semqmnelebma) am tragikul
iyo, wiTeli, TeTri da lurji fere- movlenaze reagireba patriotuli produqciiTa da stimulirebiT gamoxates.
bis friali zogierTma marketologma arakeTilsindisierad gamoiyena. 11 seqtembris movlenebis Semdeg momxmareblebi myisve gadavidnen
patriotuli produqtebis yidvaze. im SemTxvevebis
garda, rodesac kompaniebi TavianTi produqtis
gayidvas saqvelmoqmedo kontribuciebs ukavSirebdnen, `patriotizmi, rogorc marketinguli programa,
xelgaSliT ar iqna miRebuli,~ – ambobs erT-erTi
analitikosi. maT momxmareblebi xSirad ganixilavdnen, rogorc `tragediis xarjze rac SeiZleba
meti fulis gakeTebis mcdelobas.~ meore eqsperti
gvirCevs, rom marketologebma sifrTxile unda
gamoiCinon erovnul emociebze TamaSis dros.
rogoric unda iyos maTi ganzraxva, isini unda
ecadon, raTa ar daimsaxuron Semdegi sityvebi:
`saSineleba iyo, ara? axla, midiT da Cvens produqtze fuli daxarjeT!~45
xalxis Sexedulebani bunebaze. xalxis bunebisadmi
damokidebuleba gansxvavebulia. zogierTis azriT,
igi maT warmarTavs, sxvebi masTan harmoniulad
arian, danarCenebi ki mis daxvewas cdiloben.
grZelvadiani tendenciebis mixedviT, adamianebis
zegavlena bunebaze teqnologiis wyalobiT ixveweba. amasTanave, xalxs swams, rom buneba baraqiania.
miuxedavad amisa, maT sul axlaxan gaacnobieres,
rom buneba uSreti ar aris da adamianTa saqmianobiT misi ganadgureba SesaZlebelia. bune-bis
siyvaruli mis wiaRSi bevr saqmianobas warmo-Sobs:
banakebis Seqmna, laSqrobebi, Tevzaoba, frinvelebis
TvalTvali da sxva. yovelive amaze biznesma
Semdegi reaqcia moaxdina: man iseTi produqtebi da
momsaxurebebi awarmova, romlebic aseTi saqmianobebisaTvis aucilebelia. turistuli turneebis
momwyobi saagentoebi velur bunebaSi Tavgadasavlebs gvTavazoben, sacalo movaWreni ki _ fitnes-tanisamossa Tu fexsacmels. sakvebi produqtebis mwarmoeblebma ki mzardi bazrebi bunebrivi da
organuli sakvebis SeTavazebiT dai pyres. axla,
bunebrivi, organuli produqti 25 miliardi do-
■ xalxis Sexedulebebis cvlilebebze, bunebriv gare-
mosTan mimarTebaSi, marketologebi reagirebas ufro
natularuli da organuli produqciis SeTavazebiT
axdenen. White Wave-is soios rZem warmatebas miaRwia
25 miliardi dolaris industriaSi.
102
nawili meore
laris industrias warmoadgens, romelic yovelwliurad 20 procentiT izrdeba. niSaze orientirebuli marketologebi, rogoricaa Whole Foods Markets-i,
swored am bazars emsaxurebian. tradiciuli supermarketebis qselebma,
rogorebic arian Kroger-i da Safeway, damatebiT Seqmnes bunebrivi, organuli
sakvebis ganyofilebebi TavianT maRaziebSi. White Wave’s Silk-is soios rZis
gayidva, sul raRac, or weliwadSi, naxtomiseburad gaizarda 10 milionidan 200
milion dolaramde. am moZraobas TviT McDonald’s-ic SeuerTda da axlaxan
organuli rZis gayidva muyaos paketSi daiwyo.46
xalxis Sexedulebani samyaroze. dabolos, xalxis Sexedulebebi imisda
mixedviTac gansxvavdeba, Tu ras fiqroben isini samyaros warmoSobaze da sad
xedaven masSi sakuTar adgils. miuxedavad amerikelTa eklesiurobisa,
ukanasknel wlebSi maTi religiuri mrwamsi TandaTanobiT SeibRala. Tumca
zogierTma futuristma aRniSna, rom sulierebisadmi interesi ar ganelebula
rogorc Sinagani samyaros Ziebisadmi. adamianebi CamoSordnen materializms,
sakuTar ambiciebs da ufro mudmivi faseulobebis Zieba daiwyes – ojaxi, sazogadoeba, dedamiwa, rwmena – maT ufro kargad gaacnobieres tyuil-marTali.
àmerikelebi sulier mogzaurobaSi arian. isini sul ufro metad interesdebian cxovrebiseuli, sulieri sakiTxebiT. am mogzaurobas SeuZlia
religiuroba gaaZlieros, magram igi, ufro, `spirituli individualizmis~ formas iRebs~, _ ambobs erT-erTi eqsperti. es axali suliereba zemoqmedebs momxmareblebze da yvelaferze, rasac isini akeTeben – satelevizio programebze,
romelsac uyureben; wignze, romelsac kiTxuloben; produqtebsa da momsaxurebebze, romlebsac yiduloben. ìsini ukeT ecnobian im brendebs, romelTac yiduloben. aseTi midgoma brendebisaTvis unikalur marketingul SesaZleblobas
warmoadgens,~47 _ dasZens erT-erTi eqsperti.
siCqaris
koncefciebis
Serwyma
SemzRudavi
modiT, cota xniT SeisveneT. Tqven axla Zalian bevri ram waikiTxeT
garemo Zalebis Sesaxeb. rogor ukavSirdebian isini erTmaneTs kompaniis
marketinguli strategiis meSveobiT?
■
■
garemos aqtiuri
marTva (Environmental
management perspective)
menejmentis midgoma,
rodesac kompania
sazogadoebaze
zegavlenis mosaxdenad iyenebs aqtiur
qmedebebs da zemoqmedebs Tavis marketingul garemoze
da ar aris am garemoSi ubralo damkvirveblis rolSi,
mxolod Semdgomi
reaqciis amara.
rogor arian dakavSirebulni ZiriTadi demografiuli Zalebi
ekonomikur cvlilebebTan? ZiriTad kulturul tendenciebTan?
rogor ukavSirdeba erTmaneTs bunebrivi da teqnologiuri garemo?
daasaxeleT kompania, romelmac am kavSirTagan erT-erTi aRiara da
igi marketingul SesaZleblobad aqcia.
marketinguli garemo arakontrolirebadia? anu iseTia, rom kompanias SeuZlia mxolod moemzados mis Sesaxvedrad da Sesabamisi reagireba ganaxorcielos? garemo faqtorebis cvlaSi kompaniebs SeuZliaT winmswrebi aqtivoba?
■❚ reagireba marketingul garemoze
erTxel, viRacam aseTi daskvna gamoitana: àrseboben 3 saxis kompaniebi: isini,
vinc uSualod akeTeben raRacas; isini, vinc keTebis process uyureben, da
isini, visac ukvirT, ra xdeba.~48 bevri kompania marketingul garemos ganixilavs, rogorc arakontrolirebad elements, romelsac unda Seeguon. isini
marketinguli garemosadmi pasiurebi arian da mis Secvlas ar cdiloben. isini
aanalizeben garemo Zalebs da qmnian strategiebs, romlebic kompanias daexmareba, Tavidan aicilon safrTxeebi da gamoiyenon is SesaZleblobebi, romlebsac garemo awvdis.
sxva ti pis kompaniebi upiratesobas aniWeben garemos aqtiur marTvas,49 anu
rodesac firma, ubralo dakvirvebisa da reagirebis nacvlad, marketingul
garemoSi arsebul Zalebze aqtiurad zemoqmedebs. aseT kompaniebs xSirad
hyavT lobistebi aRmasrulebel xelisuflebaSi, romlebic maT interesebs
icaven. aseve cdiloben movlenebis media-gaSuqebisas sasurveli imiji Seiqmnan.
Tavi 3
marketinguli garemo
103
3.3
YTqvenikompania Sucks.com
riCard hetCi aris msoflioSi erTi
im mcirericxovan adamianTagani, romelic sigiJemdea gatacebuli erTdroulad Harley-Davidson-is motocikletebiTa da patara Tojinebisa da
saTamaSoebis SegrovebiT. ramdenime
wlis win 210 funtze meti wonis hetCi SemCneul iqna Wal-Mart-is TanamSromelTan CxubSi – mas maRaziaSi
Sesvla aekrZala. hetCi amtkicebs,
rom mas araferi Caudenia iseTi, rac
maRaziidan mis gaZevebas gaamarTlebs. is ambobs, rom man maRaziis menejerebs pretenzia ganucxada, rom
momsaxure personali Tveebis ganmavlobaSi Hot Wheels-sa da NASCAR-is
koleqciis saukeTeso saTamaSo manqanebs manamde yidulobdnen, sanam
isini daxlebze moxvdebodnen.
Wal-Mart-ma amas yuradRebac ar
miaqcia da gabrazebulma hetCma maRaziaTa qsels samagiero gadauxada.
man veb-gverdebis dizaineri daiqirava da Wal-Mart-is Semlaxveli vebgverdi Seqmna (www.wal-martsuks.com).
sul ramdenime weliwadSi, erT-erTi
damkvirveblis TqmiT, am veb-gverdebiT petCma sawadel revanSs miaRwia.
aTasobiT myidvelma mxari dauWira
mas da am veb-gverdze gawevrianda,
raTa maRaziis uxeS menejerebs dapirispirebodnen – isini pretenzias
acxadebdnen maRaziis gasasvlelSi
arsebul mwerebze, eskalatorebiT
sargeblobis gadasaxadebze da drogamoSvebiT molareebze romantikul
odebs werdnen. hetCs, romelsac mogrovebuli hqonda 5000-mde Beanie
Babies, aseve dava hqonda Toys “R” Us-is
maRaziasTan analogiuri pretenziebis gamo, is iqidanac gaagdes. misi
reaqcia? gamoicaniT. Seiqmna meore
aseTive veb-gverdi (www.toysrussucks.com).
gaugonari movlenaa? ukve aRar,
gamomdinare iqidan, rom sul ufro
meti kargad gaTviTcnobierebuli,
kargi safuZvlis mqone organizaciebi, momxmarebelTa sameTvalyureo
jgufebi Tu, ubralod, gabrazebuli
momxareblebi interesdebian iseTi
veb-gverdebiT, rogoricaa ~sucks.com”,
isini ki ukve Cveulebriv movlenad
iqca. erT-erTi wyaros mixedviT,
Fortune 1000-is kompaniidan naxevars
miaCnia, rom amgvari saitebi maTi biznesis mimarT kritikulad aris ganwyobili. maT mizanSi amoRebuli
hyavdaT Zalze pativcemuli kompaniebi, romelTac naklebad sapatio iarliyebi gaaCniaT. Micro Sucks; Gapsucks;
NonAmazon; Starbucked; BestBuy-sucks; The I
Hate McDonald’s Page; Just Do Not Do It
(Nike); America Offline; NortheWorst Air;
Untied Airlines; The Most Unfriendly Skies;
The Unofficial BMW Lemon Site;
AllStateInsurencesucks (“Their hands in your
pockets” (`maTi xelebi Tqvens jibeebSi~) da DunkinDonuts.org (es ukanaskneli mogviTxrobs arasasiamovno ambebs yavaze, namcxvrebsa da funTuSeulze). am saitebs ufro meti seriozuli yuradReba esaWiroebaT marketologebis mxridan da namdvili Tavistkivilis gaCena SeuZliaT kompaniebisaTvis. im adamianebs, romelnic
kuTxeSi idgnen da 20 kacs upirispirdebodnen, axla SeuZliaT aseTi
veb-gverdiT 2 milions daupirispirdnen,~ _ ambobs uiliam komkoviCi.
rogori reaqcia unda hqondeT
kompaniebs aseT saitebze? namdvili
Tavsatexi aris is, Tu rogor aicilon Tavidan es Seteva ise, rom isedac agizgizebul cecxlze navTi ar
daasxan. erT-erT Sexedulebas eTanxmeba TiTqmis yvela eqsperti: nu
SeecdebiT SurisZiebas. `Tavidan
aicileT nervebis aSla Tu kamaTi
imis gamo, rom viRac Tqvens Tvalwin
iseT rames akeTebs, rac ar mogwonT.
es Tavisufali qveyanaa, interneti ki,
faqtobrivad, araregulirebadia. nu
gabrazdebiT da nu ifiqrebT sisuleleebis gakeTebaze~.
zogierTi kompania Seecada, sasamarTloSi saqmis aRZvriT gaeCumebina kritikosebi, magram mxolod
ramdenimem miaRwia warmatebas. magaliTad, McDonald’s-ma erT-erT aseT
saits ciliswamebisaTvis sasamarTloSi uCivla; man 16 milioni dolari daxarja da saqme moigo, magram
miyenebuli zaralisaTvis mxolod
94000 dolari miiRo. Wal-Mart-is advokatebi hetCs iuridiuli qmedebiT
daemuqrnen, im SemTxvevaSi, Tu is WalMart-is Seuracxmyofel saits ar daxuravda. miuxedavad amisa, hetCi win
aRudga 250-miliarddolarian sacalo movaWres da Wal-Mart-ma bolos
ukan daixia. rogorc Cans, kompanias
kanonieri TavSesafari aqvs mxolod
maSin, rodesac misi savaWro markis
an brendis saxeli an sxva inteleqtualuri sakuTrebis ukanono gamoyeneba xdeba. arc erT WkuaTmyofel
adamians ar gauCndeba eWvi, rom WalMart-i xels uwyobs an mxars uWers
iseT saits, rogoricaa Walmartsucks.com.
sxva samarTlebriv mosazrebebTan
erTad, Wal-Mart-i aseve SiSobda, rom
sasamarTloSi aRZruli saqme kri-
garemos marTva: saukeTeso strategia momxmareblis kritikul (zogjer siZulvilis gamomxatvel) saitebTan mimarTebaSi aris nebismier Civilze pirdapiri pasuxi. `Tu kompania gadaWris Cems promlemas, ratom unda gavagrZelo
aseTi saitis arseboba~,''_ gamoTqvams azrs erT-erTi aseTi saitis Semqmneli.
104
nawili meore
tikuli saitebisadmi ufro met yuradRebas mii pyrobda. industriis
analitikosi aseT komentars akeTebs:
ìsini, vinc am saitebs marTaven, saitzeve aqveyneben werilebs, romelTac
korporaciuli advokatebisagan iReben. aseTi werilebi cxadyofs maTi
brZolis mizans: negatiuri interesis
qveS moaqcion kompania. isini ki aseTi interesis warmoSobis gamo zeimoben.~
sasamarTloSi saqmis aRZvris
nacvlad, zogierTma kompaniam sxva
strategias mimarTa. magaliTad, didi
kompaniebis umravlesoba axla iseT
veb-gverdebs yidulobs, romelTac
Tan axlavT sityvebi `mZuls~ an
“sucks.com”. miuxedavad amisa, aseTi
saitebis dablokva, maTTvis winaaRmdegobis gaweva an daxurva, ZiriTadad, SesaZloa ar iyos Sors gamiznuli. es saitebi xSirad realur momxmarebels eyrdnoba. maSasadame, saukeTeso strategia iqneba am saitebis
aqtiuri monitoringi da maT Sexedulebebze pozitiuri reaqcia.
zogierTi kompania msgavs saitebze gamoTqmul Sexedulebebs yuradRebiT usmens da veb-prezentaciebs
awyobs, raTa, Tavis mxriv, saTqmeli
Tqvan. magaliTad, Nike-s upirispirdeba, sul mcire, 8 sxvadasxva aseTi
saiti, romlebic mas, ZiriTadad, samxreT-aRmosavleT aziaSi usamarTlo
SromiTi qmedebebisTvis akritikeben.
amis sapasuxod, Nike-ma Tavis indone-
ziur fabrika-qarxnebSi Caatara kvleva da Sedegebi sakuTar veb-gverdze
warmoadgina. (www.Nikebiz.com/social/labor).
momxmarebelTa aseTi kritikuli
saitebis monitoringma SeiZleba damatebiTi sargebeli gamoiRos. magaliTad, zogierT saits SeuZlia aqtiurad moamaragos kompania informaciiT. `saitebis umravlesoba savsea
informaciiT, ufaso marketinguli
kvleviT... aseTi saitebis daxurvis
nacvlad, kompaniebma isini unda gamoiyenon, rogorc uazro gabrazebidan jansaRi gamosavali,~ – gvirCevs
eqsperti.
kompania E-Watch-is prezident
jeims aleqsanderis TqmiT, internetmonitoringis momsaxurebis saukeTeso strategia momxmarebelTa kritikul saitebTan urTerTobaSi, maT
pretenziebze pirdapiri pasuxia. `Tu
kompania Wris Cems problemas, ratom
unda davuWiro mxari veb-gverdebs,~ –
ambobs igi. magaliTisTvis aviRoT
Dunkin’ Donuts-is SemTxveva.
mas Semdeg, rac gabrazebulma
myidvelma Seqmna Dunkin’donuts.org-is
kritikuli veb-gverdi, romelic Zalian bevr internetsaZiebelSi kompaniis sakuTari veb-gverdis Tavze
gamoCnda, kompania daukavSirda 25
adamians, romelTac kompanias pretenziis werilebiT mimarTes da
SesTavaza kuponebi ufaso orcxobilaze, donatebze: ès rom is
SemTxveva iyos, rodesac myidvelebi
aq Tavis komentarebs gvitovebdnen,
vifiqrebdiT, rom CvenTvis mniSvnelovani iqneboda maTTvis pasuxis
gacema,~ _ ambobs kompaniis warmomadgeneli jenifer rozenbergi.
axla kompania molaparakebas awarmoebs saitis Sesyidvis Taobaze
misi damfuZneblisgan, 25 wlis
devid feltonisgan, romelic acxadebs, rom mzadaa, saiti gayidos,
radgan ìsini iRebdnen pretenziebs
da pasuxobdnen kidec maT~.
erTi SexedviT, arakontrolirebadi
movlenis windaxeduli SefasebiT,
Tavis garemoSi Dunkin’ Donuts-ma uaryofiTi momenti dadebiTad Semoatriala. Dunkinsucks.com axla ukve Rimilis momgvreli saiti – smiles.com-ia.
wyaroebi: Quotes and excerpts from Leslie Goff,
“<YourCompanyNameHere>sucks.com,”
Computerworld, July 20, 1998, pp. 57–58; Mike France,
“A Site for Soreheads,” Business Week, April 12, 1999,
pp. 86–90; and Wanda Goldwag, “Complaint Sites Can
Focus Firms on Issues to Fix,” Marketing, September 5,
2002, p. 16. Also see Oscar S. Cisneros, “Legal Tips for
Your ‘Sucks’ Site,” accessed online at www.wired.com,
August 14, 2000; Hilary Appelman, “I Scream, You
Scream: Consumers Vent over the Net,” New York
Times, March 4, 2001, p. 3.13; Eric J. Sinrod, “ ‘Suck’
Sites Live in the Eyes of the Courts,” November 29,
2002, accessed online at www.USAToday.com; and
Ronald F. Lopez, “Corporate Strategies for Addressing
Internet “Complaint” Sites,” accessed online at
www.constructionweblinks.com, June 2003.
isini qmnian sainformacio reklamebs (reklamebi, romlebic informaciul
xasiaTs atareben), raTa sazogadoebrivi azri Camoayalibon; sasamarTlo procesebze zewolas axdenen da saxelmwifo regulirebis mimarT pretenziebs
gamoTqvamen, raTa konkurentebs TavianTi adgili miuCinon. aformeben sakontraqto SeTanxmebebs, raTa TavianTi sadistribucio arxebi ukeT gaakontrolon.
xSirad, kompaniebs SeuZliaT i povon pozitiuri gamosavali, raTa dasZlion
TiTqosda arakontrolirebadi garemo pirobebis SezRudvebi. magaliTad:
Cathay Pacific Airlines-ma daadgina, rom bevri mogzauri Tavs aridebda
honkongSi mgzavrobas emigraciuli formalobebis xangrZlivi procesis gamo. imis nacvlad, rom eRiarebinaT, rom maT problemis gadaWra
ar SeeZloT, Cathay-is xelmZRvanelobam honkongis mTavrobas mimarTa
kiTxviT, Tu rogor aecilebina Tavidan es saemigracio gaWianureba.
xangrZlivi diskusiebis Semdeg aviaxazebi SeTanxmdnen, rom yovelwliurad ufro met grants gaiRebdnen, raTa meti saemigracio inspeqtori
daeqiravebinaT, magram es Zalisxmeva, pirvel rigSi, Cathay Pacific-s moemsaxureboda. lodinis periodis Semcireba gazrdida klientebis
loialobas da Cathay-s konkurentul upiratesobas amgvarad ganamtkicebda.50
marketingis menejments garemo Zalebis kontroli yovelTvis ar
SeuZlia. xSirad is, ubralod, garemoze Tvalyurisa da reagirebis procesSi
unda CaerTos. magaliTad, kompanias mcire warmateba eqneboda im SemTxvevaSi, Tu
Seecdeboda, gavlena moexdina mosaxleobis geografiul gadanacvlebaze,
ekonomikur garemosa Tu ZiriTad kulturul faseulobebze. magram
SesaZleblobebis SemTxvevaSi, marketingis gamWriaxi menejerebi airCeven marketinguli garemos mimarT proaqtiur da ara reaqtiur midgomas, anu winmswreb
da ara reagirebis midgomas (ix. marketingi muSaobis procesSi 3.3).
Tavi 3
marketinguli garemo
105
SeisveneT:
koncefciebis kvaldakval
am da Semdgom or TavSi Tqven
gaecnobiT marketingis garemos da
imas, Tu rogor afaseben kompaniebi
mas, raTa bazarze arsebuli SesaZleblobebi aRmoaCinon da efeqturi marketinguli starategiebi Seqmnan. kompaniebma
mudmivad unda akontrolon da moergon marketingul garemos, raTa moiZion SesaZleblobebi
da safrTxisgan Tavi daicvan. marketinguli
garemo moicavs yvela moqmed pirsa da Zalas,
romlebic gavlenas axdenen kompaniis SesaZleblobaze, biznesi efeqturad awarmoon miznobriv
bazarTan erTad.
1. aRwereT garemos Zalebi, romlebic gavlenas
axdenen kompaniis unarze, emsaxuron TavianT
myidvelebs.
kompaniis mikrogaremo Sedgeba im erTeulebisagan, romlebic erTiandebian
faseulobaTa
miwodebis qselSi im mizniT, rom saukeTesod
moemsaxuron momxmarebels. mikrogaremo moicavs
kompaniis Sida garemos _ kompaniis departamentebsa da menejmentis doneebs – radgan is
marketinguli gadawyvetilebis miRebaze gavlenas axdenen. aseve sadistribucio arxis kompaniebs – mimwodeblebi da marketinguli Suamavlebi, maT Soris gadamyidvelebi, fizikuri
distribuciis firmebi, marketinguli momsaxurebis saagentoebi da finansuri Suamavlebi, romlebic TanamSromloben myidvelTa faseulobis
Sesaqmnelad. myidvelTa bazrebis 5 ti pi moicavs:
samomxmareblo, biznes, gadamyidvelebis, samTavrobo struqturebisa da saerTaSoriso bazrebs.
konkurentebi konkurencias uweven kompanias
myidvelTa ukeT momsaxurebaSi. sabolood,
sazogadoebis sxvadasxva warmomadgenels aqvs
aqtiuri Tu potenciuri daintereseba an zegavlena kompaniis unarze, Tavisi miznebi ganaxorcielos.
makrogaremo Sedgeba SedarebiT didi socioeTikuri
Zalebisagan, romlebic
mTel
mikrogaremoze axdenen gavlenas. 6 Zala, romlebic kompaniis makrogaremos Seadgenen, moicavs:
demografiul, ekonomikur, bunebriv, teqnologiur, politikur da kulturul Zalebs. es Zalebi kompaniebisaTvis qmnian rogorc SesaZleblobebs, aseve warmoSoben garkveul safrTxeebsac.
2. axseniT, rogor gavlenas axdens demografiuli da ekonomikuri garemo marketingul
gadawyvetilebebze.
demografia aris mosaxleobis maxasiaTeblebis
Seswavla. dRevandeli demografiuli garemo
gviCvenebs mosaxleobis asakobrivi struqturis
cvlilebas, cvalebadi ojaxis Semadgenlobas,
mosaxleobis geografiul gadanacvlebas, ukeTesad ganaTlebul mosaxleobis matebas da mzard
mravalferovnebas. ekonomikuri garemo Sedgeba
faqtorebisagan, romlebic zemoqmedeben msyidve-
lobiT Zalasa da danaxarjebis struqturaze.Ees garemo metadaa dainteresebuli momxmareblisaTvis faseulobis miwodebiTa da
momxmareblis danaxarjis modelis cvlilebebiT. dRevandeli momxmareblebi eZeben ufro met
faseulobas Semdegi kombinaciiT – kargi
xarisxi, produqcia da momsaxureba karg fasad.
Semosavlebis ganawilebac icvleba. mdidrebi
ufro gamdidrdnen, saSualo fena Semcirda,
Raribebi mtkiced inarCuneben TavianT mdgomareobas da amas 2-iarusian bazramde mivyavarT.
bevri kompania axla Tavis marketingul SeTavazebas ori sxvadasxva bazrisaTvis qmnis – mdidrebisa da naklebad mdidrebisaTvis.
3. ganacalkeveT ZiriTadi tendenciebi firmis
bunebriv da teqnologiur garemoSi.
bunebrivi garemo gviCvenebs sam ZiriTad tendencias: nedleulis mzard naklebobas, dabinZurebis maRal maCvenebelsa da bunebrivi resursebis
marTvaSi mTavrobis Carevas. teqnologiur
garemoSi marketologma yuradReba unda gaamaxvilos oTx mTavar tendenciaze: teqnologiuri cvlis swraf tempze, samecniero-kvleviTi
samuSaoebis maRal biujetebze, kompaniebis mier
aramasobrivi produqtebis gaumjobesebaze da
mTavrobis mxridan gazrdili regulirebaze.
kompaniebi, romlebic teqnologiuri cvlilebebs
mxars ar aubamen, axali produqciisa da marketinguli SesaZleblobebis miRma aRmoCndebian.
4. axseniT ZiriTadi cvlilebebi politikur
da kulturul garemoSi.
politikuri garemo Sedgeba kanonebis, saagentoebisa da jgufebisagan, romlebic gavlenas
axdenen an zRudaven marketingul qmedebebs.
politikurma garemom ganicada sami cvlileba,
romlebic msoflio marketingze zemoqmedebs:
biznesis mzardi regulireba kanonmdeblobis
saSualebiT, mTavrobis Zlieri zegavlena, gazrdili yuradReba eTikur da socialurad pasuxismgebel qmedebebze. kulturuli garemo warmoadgens
institutebsa
da
sxva
garemo
faqtorebs, romlebic gavlenas axdenen sazogadoebis ZiriTad Rirebulebebze, Sexedulebebsa
da qcevaze.
5. ganixileT, rogor reagireben kompaniebi
marketingul garemoze.
kompaniebs SeuZliaT miiRon marketinguli
garemo, rogorc arakontrolirebadi elementi,
romelsac unda Seeguon. an maT SeuZliaT upiratesoba mianoWon garemos marTvis perspeqtivas, warmatebiT imuSaon, raTa Secvalon garemo
da ara imisaTvis, rom masze, ubralod, reagireba
moaxdinon. SesaZleblobebisda mixedviT, kompaniebi unda Seecadon, iyvnen proaqtiurebi (winmswrebebi) vidre reaqtiulebi (pasiurebi, anu
Semdgar movlenebze reagirebis mimdevrebi).
106
nawili meore
TavSi gamoyenebuli terminebi
beibi-bumerebi
bunebrivi garemo
garemos aqtiuri marTva
demografia
engelis kanoni
ekonomikuri garemo
Taoba X
Taoba Y
Baby boomers
Natural environment
Environmental management
perspective
Demography
Engel's law
Economic environment
Generation X
Generation Y
kulturuli garemo
marketinguli garemo
marketinguli Suamavlebi
makrogaremo
mikrogaremo
politikuri garemo
sazogadoeba
teqnologiuri garemo
Cultural environment
Marketing environment
Marketing intermediaries
Macroenvironment
Microenvironment
Political environment
Public
Technological environment
imogzaureT
gansaxilveli sakiTxebi
1. mikrogaremoSi Sedis sxvadasxva
saxis sazogadoeba, romlebic dainteresebulni arian kompaniiT an mis
operaciebze axdenen zegavlenas. ganixileT,
rogor SeiZleba am sazogadoebaTa miznebi erTmaneTs daupirispirdnen. rogori gavlena eqnebaT kompaniis Sesabamisi sazogadoebebis urTierTsawinaaRmdego miznebs mis strategiaze?
2. amerikuli ojaxis cvalebadi struqtura
gansazRvrul iqna, rogorc mniSvnelovani demografiuli Zala, romelic kompaniisaTvis qmnis
SesaZleblobebsa da safrTxes. ganixileT, rogor Seicvleba erTi Cveulebrivi sasursaTo
maRaziis strategia, im SemTxvevaSi, Tu is yvela
CamoTvlil segmentze gava: daqorwinebuli
wyvilebi bavSvebiT, martoxela mSoblebi da
calke mcxovrebi mozardebi.
3. faseulobis marketingi niSnavs produqtis
xarisxisa da kargi momsaxurebis SeZenas karg
fasad. SearCieT industria da masSi ori
konkurenti kompania: erTi, romelic faseulobis
marketingSia Zlieri, meore ki _ piriqiT. faseulobis marketingSi cudad gaTvicnobierebuli
kompaniis
SemTxvevaSi,
ganixileT,
ra
ganapirobebs momxmareblis mier am kompaniis
produqtis yidvas? ra saWiroebas pasuxobs ukeT
aseTi kompania, im firmisgan gansxvavebiT, romelic faseulobis marketings misdevs?
4. 2002 wels miRebulma sarbanes-oqslis aqtma,
sxva sakiTxebTan erTad, maRali donis korporaciuli aRmasruleblebi piradad angariSvaldebulni gaxada TavianTi kompaniebis Semosavlebze
ganacxadebis
sizusteSi.
mosTxova
sazogadoebriv kompaniebs, rom maT TavianTi
finansuri makontrolirebeli sistemebi gaaumjobeson da sabWos zogierTi wevri kompaniis
garedan moiwvion. ra gavlena SeiZleba moaxdinos am kanonmdeblobam biznesoperaciebze?
5. garemos aqtiuri marTva upiratesobas aniWebs
proaqtiur/winmswreb da ara reaqtiur/reagirebiT midgomas. gansazRvreT kompania, romelic,
Tqveni azriT, am midgomas iyenebs. ra specifikur
qmedebebs axorcieleben isini, raTa TavianT garemoze
zegavlena
proaqtiurad/winswrebiT
moaxdinon?
6. marketingis marTvis procesSi ra roli akisria analizs, dagegmvas, ganxorcielebasa da kontrols? rogor xdeba TiToeuli marketinguli
funqciis erTmaneTTan dakavSireba?
gamoyenebiTi SekiTxvebi
1. saganmanaTleblo institutis SemTxvevaSi, misi
studentebis raodenoba, xarisxi da maxasiaTeblebi Zlier arian damokidebulni ZiriTadi
mosaxleobis raodenobasa da misi struqturis
cvlilebaze. ganixileT, rogor zegavlenas moaxdenda Tqvens skolaze Semdegi tendenciebi:
mosaxleobis asakobrivi maxasiaTeblebi, mzardi
populacia, cvlilebebi ojaxis struqturaSi,
mosaxleobis geografiuli gadanacvleba, kvalificirebuli samuSaos mqone muSaxeli da mzardi
eTnikuri Tu kulturuli mravalferovneba.
uaryofiTi zegavlenis mqone tendenciebis pirobebSi, romel strategias miscemdiT rekomendacias?
2. es Tavi amtkicebs, rom sazogadoebis ZiriTadi
kulturuli faseulobebi ganisazRvreba individebis SexedulebebiT sakuTar Tavsa da sxvebze, aseve, maTi SexedulebebiT organizaciebze,
sazogadoebaze, bunebasa da samyaroze. SeqmeniT
studentTa 4-5-kaciani jgufebi, romelTagan
TiToeuli yuradRebas gaamaxvilebs am eqvsi
Sexedulebidan erT-erTze. aRniSneT cvlileba,
romelic ganxiluli iyo teqstSi, gansazRvreT
kompania, romelmac sargebeli naxa am cvlilebidan da kompania, romelmac, piriqiT, am mizeziT
kraxi ganicada. im organizaciebma, romlebsac am
Tavi 3
cvlilebebiT ar usargebliaT, ra unda gaakeTon,
raTa am tendencias ukeT Seeguon?
3. federaluri vaWrobis komisia akeTebs Sefasebas, rom 2004 wlis ivlisisaTvis, erovnuli
masStabiT, satelefono gamokiTxvebis (telemarketingis) sawinaaRmdego e.w. ,,ar darekoT’’ momsaxurebaSi registrirebulia 60 milionze meti
satelefono nomeri. amis sapasuxod, telemar-
marketinguli garemo
107
ketingis vaWrobis asociaciam federalur sasamarTloSi gaaprotesta momxmareblis telemarketingis zaris dablokvis momsaxurebis legaluroba. aRwereT is qmedebebi, romlebic unda
gatarebuliyo im SemTxvevaSi, Tu telegayidvebis
industria am sakiTxis mimarT garemos marTvis
proaqtiur (winmswreb) qmedebebs gamoiyenebda.
ras fiqrobT momxmareblis konfidencialobaze?
teqnologiur samyaroSi
myidvelTa erTguleba onlain samogzauro saagentoebis mimarT dabalia.
myidveli saSualod sami sxvadasxva
samogzauro saagentos veb-gverds
amowmebs aviaxazebis, sastumroebisa Tu gasaqiravebeli manqanebis saukeTeso fasebis aRmosaCenad. dRes aSS-Si mogzaurobis dagegmvis 15%
internetiT xorcieldeba, xolo aviabileTebis
naxevari aseTi meTodiT iyideba. el-mogzaurobis sami kompania _ Expedia (bazris 36%), Travelocity
(24%), da Orbitz-i (13%) _ el_mogzaurobis gayidvebis umravlesobas moicavs. manam sanam momxmareblebi saukeTeso saqmian urTierTobebze iyvnen
koncentrirebulni, eleqtronuli mogzaurobis
bevri kompania investiciebs axal teqnologieb-
Si debda, romlebic maT saSualebas miscemda,
momavalSi sxvebisgan gansxvavebuli yofiliyvnen:
1. Tqveni azriT, mikrogaremos romel Zalebs eqnebaT yvelaze pozitiuri da yvelaze negatiuri
gavlena el-mogzaurobis kompaniebze? ratom?
2. ganixileT, rogor unda ireagiron el-mogzaurobis am kompaniebma negatiur zegavlenaze?
3. Tqveni azriT, ra ganapirobebs el-mogzaurobis
industriis momavals?
4. Tqveni azriT, romelia yvelaze mniSvnelovani
garemo problema, roemlic momdevno 5 wlis ganmavlobaSi el-mogzaurobis industrias moelis?
eTikis samyaroSi
ramdenjer SeiZineT Tqven an Tqvenma
mSoblebma axali kompiuteri bolo 5
wlis ganmavlobaSi? gamomdinare iqidan, rom kompiuterebs sul ufro
mZlavri SesaZleblobebi gaaCniaT,
kompiuteruli mowyobilobebis regularuli
ganaxleba Cveulebriv movlenad iqca. xom ar
dainteresebulxarT, sad midis Zveli kompiuterebi da monitorebi? iqneb, saxlis romelime
kuTxeSi an sulac avtofarexSia dawyo-bili?
nedleulis Semcirebam, garemos dabinZurebis
zrdam da globaluri daTbobis problemebma
bolo ramdenime wlis ganmavlobaSi didi daintereseba gamoiwvia. maSin rodesac bevri kompania garemos dabinZurebaSi daadanaSaules,
zogierTma maTganma garemosadmi sazogadoebis
damokidebuleba gamoiyena, raTa konkurentebisgan sakuTari Tavi ganesxvavebina. erT-erTi
aseTi
kompaniaa
Dell Computer-i, romelmac
gadamuSavebis programas Cauyara safuZveli,
romelic kompiuterebs, monitorebs, klaviaturebsa da Tagvebs moicavs, yvela sagans, romlebic SesaZloa mTel saxlSi iyos mimofantuli.
rogor muSaobs es programa? 50 funtis
wonaSi 15 dolars ixdiT da Dell-is TanamSromels Tqveni kompiuterebi da monitorebi
miaqvs. Tu wona 50-100 funts Soris meryeobs,
myidvelis xarji 30 dolars Seadgens. Dell Semdeg Zvel kompiuterul mowyobilobebs gadaamuSavebs an ganaaxlebs da xelaxla gayidis, riTac
gamousadegari, arasaWiro nawilebidan dReisTvis saWiro kompiuterul mowyobilobebs qmnis.
1. vivaraudoT, rom fasi, romelsac Zveli kompiuteruli danadgaris mflobeli ixdis, Dell-is
mier gadamuSavebis xarjs ar faravs. ra sargebeli unda naxos Dell-ma, Tu is danaxarjis toli
iqneba?
2. ra qmedebebi unda gaataros mTavrobam, Zveli
kompiuteruli danadgarebis gadamuSavebis qmedebebs stimuli rom misces? rogor SeiZleba
gavaigivoT Dell-is gadamuSavebis mcdeloba garemos aqtiuri marTvis perspeqtivasTan?
3. daexmareba Tu ara Dell-is kompiuteruli
gadamuSavebis programa mas, rogorc kompanias?
rogori zegavlena eqneba zemoT aRweril
gadamamuSavebel programas Tqvens gadawyvetilebaze, kompiuteri aseTi kompaniisgan iyidoT?
108
nawili meore
ucxouri biznessituacia
Nike-is biznessituacia moTavsebulia wignis bolos, danarT 1-Si.
qarTuli biznessituacia
fondi konstanta mikrosafinanso industriaSi
warmatebulad imkvidrebs mowinave poziciebs
situacia
fondi
konstanta,
romelic
saqarTvelos
bazarze
mikrofinansirebas axorcielebda, mu-Saobis sami
wlis manZilze, kerZod, 2003-2006 wlebSi SeZlo
mniSvnelovnad gaefarToebina Tavisi samoqmedo
areali. organizaciam 2006 wels 160%-ze meti
zrda ganicada, xolo misi fi-lialebis qseli
sagrZnoblad gafarTovda. igi warmoadgenda
liders mikrosafinanso organi-zaciebs Soris
da mikro da mcire bizneseb-isaTvis 50, 000
laramde odenobis sesxebs gas-cemda.
2006 wlis 18 ivliss saqarTveloSi ZalaSi
Sevida kanoni mikrosafinanso organizaciebis
Sesaxeb, romlis mixedviTac mikrodafinansebiT
dakavebuli iuridiuli piris statusi ganisazRvra SezRuduli pasuxismgeblobis sawarmod an
saaqcio sazogadoebad. zemoaRniSnuli kanonis
ZalaSi Sesvlis dRidan mikrosafinanso organizacias moeTxova daregistrireba saqarTvelos
erovnul bankSi, xolo maTi zedamxedveloba daekisra erovnul banks. kanonis mixedviT mikrosafinanso organizacias aekrZala nebismieri saxis
depozitebis miReba. sasesxo Tanxa ganisazRvra
maqsimum 50 aTas laramde. mikrosafinanso organizacias mieca aseve Semdegi saqmianobebis ufleba: mikrolizingi, faqtoringi, valutis gadacvla, Tamasuqebisa da obligaciebis gamoSveba (ix.
danarTi 1). kanonis mixedviT ukve arsebul
mikrosafinanso organizaciebs miecaT 18 Tve
kanonis moTxovnebis dasakmayofileblad.
fonds misi sakmaod Zlieri poziciebi
mikrosafinanso bazarze kvlavac intensiuri
zrdis saSualebas aZlevda, Tumca mis winaSe
seriozuli amocana idga: darCena mikrosafinanso organizaciad, Tu sabanko institutad
Camoyalibeba. zustad es sakiTxi gaxda direqtorTa sabWos Sexvedris sababi fondis saTao
ofisis Sexvedrebis darbazSi.
darbazSi fondis aRmasrulebeli direqtori
levan lebaniZe Semovida, miesalma TavSeyril
sazogadoebas, daikava misTvis gankuTvnili adgili da Sexvedra daiwyo...
fondi konstanta
fondi konstanta 1997 wels daarsda. misi iuridiuli statusi 10 wlis ganmavlobaSi fondi
gaxldaT. mas ar hyolia formaluri damfuZneblebi da Sesabamisad, organizaciis statusidan gamomdinare, fondis mogeba mTlianad reinvestirdeboda fondis misiis Sesasruleblad.
wlebis manZilze konstantas donorobas uwevdnen iseTi saerTaSoriso organizaciebi rogorebicaa: amerikis mTavrobis saerTaSoriso ganviTarebis
saagento
(USAID), gadavarCinoT
bavSvebi (SAVE THE CHILDREN), britiS petroliumi (BP), gaeros ltolvilTa umaRlesi komisariati (UNHCR)), RaribTa daxmarebis sakonsultacio jgufi (CGAP), Sorbankis sakonsultacio
samsaxuri (SHOREBANK ADVISORY SERVICES), qea
(CARE), mersiqori (MERCY CORPS) da qemoniqs
saqarTvelo (Chemonics Georgia). konstantas misia
iyo xelmisawvdomi, maRalxarisxiani mikrosafinanso momsaxurebis uzrunvelyofa. konstantas
Rirebulebebia momxmarebeli, TanamSromeli, gamWvirvaloba, gunduri muSaoba da profesionalizmi.
am xnis ganmavlobaSi konstanta dinamiurad
viTardeboda. 1999 wels igi gadadis qselur
momsaxurebaze da xsnis filials Tbilisis
isani-samgoris raionSi. amave wlidan organizaciis strategiaSi xdeba axali mimarTulebis
Camoyalibeba, romlis mixedviTac fondi konstanta iwyebs saqarTvelos regionebis bazrebze
gasvlas. 2000 wlis agvistoSi konstanta xsnis
pirvel regionalur filials qalaq baTumSi,
Tavi 3
romelic swrafad viTardeba da iZens popularobas aWaris regionSi.
2002-2003 wlebi iqca fondis momsaxurebis
arealis intensiuri gafarToebis wlebad. ixsneba filialebi zestafonSi, rusTavSi, axalcixeSi, quTaisSi, gurjanSi, wnorSi, foTSi da
xaSurSi. 2006 wlisaTvis kompanias ukve 18 filiali aqvs saqarTvelos yvela regionSi (ix.
danarTi 2). TbilisSi ukve 4 filialia: ZiriTadi,
isnis, gldanisa da varkeTilis. Tumca, konstanta
filialebis kidev ufro gafarToebas gegmavs.
2006 wels konstantam sagrZnoblad gazarda
moziduli komerciuli saxsrebi: miiRo sesxebi
adgilobrivi da saerTaSoriso bankebidan da
sainvesticio kompaniebidan (EBRD, Deutche Bank,
Triodos Bank, Oikocredit, MicroVest da sxva). yovelive
amis Sedegad organizaciam mniSvnelovnad gaaaqtiura operaciebi da gazarda sasesxo portfelis moculoba. amave dros ufro mravalferovani gaxda sakredito produqtebis portfeli,
daixvewa infrastruqtura da mniSvnelovani
yuradReba daeTmo momsaxurebis xarisxis gaumjobesebas. 2006 wlis bolos konstanta emsaxureboda 20000-ze met aqtiur klients, xolo
mTliani sasesxo portfelis moculoba 35000000
larze meti iyo. amave wels konstantas ukve 18
filiali aqvs mTeli saqarTvelos masStabiT.
garemo
2003-2006 wlebSi sabanko safinanso industria
saqarTveloSi dinamiurad viTardeba. bazari
swrafi tempebiT izrdeba da konkurenciac
mZafria. saqarTvelos sabanko seqtorSi ganxorcielda mniSvnelovani ucxouri komerciuli
investiciebi: gaCnda iseTi axali seriozuli
moTamaSeebi, rogoricaa sosiete Jenerali,
vneStorgbanki, silq roud banki da sxva. 2006
wels sabanko bazari daaxloebiT 70%-iT
gaizarda. ganviTarebis stadiaSi myof bazarze
sabanko institutebi mTeli ZaliT ibrZodnen
mniSvnelovani bazris wilis mosapoveblad.
gansakuTrebiT gaizarda interesi sacalo
bankingis mimarT. ekonomikis ganviTarebasTan
erTad gaCnda garkveuli fuladi masa, xolo
finansebTan xelmisawvdomoba SedarebiT gaadvilda. erTi mxriv msxvili biznesis bazris SezRudulobam, xolo meore mxriv mcire biznesis
mniSvnelovanma zrdam gamoiwvia safinanso institutebis interesi am seqtorze gasvlisa. 90iani wlebis bolos, sabWoTa kavSiris daSlis
Semdgom ekonomikurma daRmasvlam, sawarmoebis
gaCerebam da umuSevrobis zrdam mosaxleobis
did nawils aiZula TviTgadarCenisaTvis sakuTari mcire biznesiT dakavebuliyo. Sedegad
warmoiqmna mikrobiznesiT da TviTdasaqmebuli
adamianebis garkveuli fena, romlis umetesi
nawili vaWrobiT iyo dakavebuli. maTTvis mikro
da mcire sesxebi iyo erTaderTi saSualeba
marketinguli garemo
109
biznesis gafarToebisaTvis. am xnis ganmavlobaSi, am fenam miiRo garkveuli gamocdileba
sabazro ekonomikis pirobebSi biznesis warmoebisa, SedarebiT daixvewa safinanso institutebTan urTierTobis kultura da sesxis
mimarT damokidebuleba. gaCnda moTxovna sxvadasxva sabanko produqtebze. 2004 wlis Semdgom,
garkveuli reformebis gatarebam mcire biznesisaTvis barierebis Semcirebis kuTxiT, rogoricaa nebarTvebisa da licenzirebis didi nawilis gauqmeba, qonebis registraciis gamartiveba
da sxva, es seqtori mniSvnelovnad gaafarTova.
msoflio bankis monacemebis mixedviT1, 2005-2006
wlebSi saqarTveloSi mcire biznesi 55%-iT
gaizarda. aRsaniSnavia, rom 2006 wels mTliani
mikrosafinanso bazris zrda 100%-ze meti iyo.
konstantas produqtebi
konstanta gascems jgufur da individualur
sesxebs. jgufuri sesxis maqsimaluri Tanxaa 5
aTasi lari. jgufuri sesxi gaicema mewarmeTa
jgufze giraos gareSe da Tanxis dabrunebis
garantias warmoadgens jgufis yvela wevris
solidaruli pasuxismgebloba. jgufi unda
Sedgebodes minimum 2 – maqsimum 8 wevrisgan,
romlebic kargad icnoben da endobian erTmaneTs.
individualuri sesxi gaicema rogorc urbanul, aseve sasoflo seqtorSi vaWrobis, momsaxurebis da warmoebis (maT Soris sasoflo-sameurneo produqciis) dasafinanseblad. aRsaniSnavia
jgufuri da individualuri sezonuri sesxebi
turistuli biznesisaTvis. konstantas aqvs
eqspres sesxebi, standartuli mikro sesxebi da
mcire sesxebi.
informaciisaTvis ix. cxrili 1.
sesxis miznobrioba moicavs sabrunavi saSualebebis gazrdas, ZiriTadi saSualebebis Sesyidva/SekeTebas, sawarmoo farTis saremonto samuSaoebis dafinansebas,infrastruqturis ganviTarebas,
saqmianobis gafarToeba/diversificirebas, samomxmareblo miznebs biznesidan miRebuli Semosavlebis uzrunvelyofiT.
momxmarebelTa segmentebi:
sasesxo produqtebis mixedviT momxmarebelTa
Semdegi segmentebi ikveTeba:
■
1
jgufuri sesxebis momxmarebelia ZiriTadad
bazrebis, bazrobebis da jixurebis movaWreebi,
saqonlis gadamzidavebi, distributorebi da
sxva. es aris segmenti uaRresad SezRuduli
resursebiT. gamoirCeva dabali gaTviTcnobierebulobiT sabanko produqtebisa da pirobebis mimarT. isini usafrTxod grZnoben Tavs
sakuTari
saqmianobis/soc.
mdgomareobis
World Bank/IFC report "Doing Business in 2007"
110
nawili meore
cxrili 1
eqspres sesxi
standartuli
mikrosesxi
mcire sesxi
sasesxo Tanxa
sasesxo vada
uzrunvelyofa
1000-dan 10000 laramde
18 Tvemde
giraos gareSe TavdebobiT
500-dan 6000 aSS dolaramde
36 Tvemde
18 Tvemde
36 Tvemde
18 Tvemde
60 Tvemde
jgufSi da ar iltvian misgan gamoRwevisaTvis. ZiriTadad Sedgeba 45-60 wlis mosaxleobisagan, konfliqturi zonidan ltolvilebisagan. ZiriTadi nawili daojaxebulia.
■
individualuri sesxebis momxmarebelia mcire
biznesiT dakavebuli segmenti (maRaziebisa da
mcire sawarmoebis (kafe-bari, saparikmaxero,
warmoeba da a.S.) mepatroneebi, konservatuli
rwmenebiTa da damokidebulebiT. ZiriTadad
dakavebuli vaWrobiT. SedarebiT gaTviTcnobierebuli sabanko sferoSi, Tumca konservatulobis gamo SedarebiT loialuri sabanko
institutis mimarT. individualuri sesxis
segmentis asaki ufro ganfenilia, 35-dan 60-mde,
misi resursebi ufro metia, vidre jgufuris
segmentisa, Tumca aseve SezRuduli, da
ZiriTadad daojaxebulebisagan Sedgeba.
sasoflo-sameurneo sesxis momxmarebelia xalxi, romlebic dasaqmebuli arian mesaqonleobiT,
mefrinveleobiT, sasoflo-sameurneo produqtebis gadamuSavebiT, miwaTmoqmedebiT, mefutkreobiT da a.S.
sezonuri turistuli sesxebis momxmarebelia
ZiriTadad sakurorto zonis macxovreblebi
(aWara, borjomis xeoba), romlebic sezonisTvis
emzadebian. eseni arian kerZo sastumroebis, barebis, restornebisa da Sesabamisi dawesebulebebis
mepatroneebi.
CanarTi
marina n. konstantas msesxebeli:
`2000 wlidan konstantas msesxebeli var. 20
wlis
manZilze
qarTuli
enisa
da
literaturis maswavlebeli viyavi. dro rom
airia, Tavis sarCenad vaWroba daviwye.
Tavidan sxvisi saqonliT vvaWrobdi da
Semosavalic cota mqonda. amitom, dazogva
daviwye da davagrove Tu ara mcireodeni
Tanxa, Tavad Semovitane saqoneli, magram
Tanxebi ar myofnida sakmarisi raodenobis
sabrunavi
saSualebebis
SesaZenad.
konstantasagan pirvelad 200 lari visesxe.
axla ukve 4000 lari maqvs aRebuli. Cemi
saqmianobac farTovdeba. me da Cemma meuRlem
patara saxlic SeviZineT da Svilebsac
ipoTeka, avtotransporti, Zvirfasi
liTonebi
ipoTeka, avtotransporti, Zvirfasi
liTonebi
Sesaferisi ganaTleba miveciT~.
momxmarebelTa qceva
safinanso institutTan urTierTobisaTvis gadamwyveti mniSvneloba eniWeba iseT faqtorebs,
rogoric aris sesxis aRebis proceduris
simartive da gadawyveti-lebis miRebis siswrafe.
klientebisaTvis prioritetuli saprocento
ganakveTicaa, Tumca gadawyvetilebis miRebisas
es faqtori naklebad gadamwyvetia, gamomdinare
iqidan, rom bazarze arsebuli saprocento
ganakveTebi TiTqmis identuria. aranakleb
mniSvnelovania
momxmareb-lis
interesebis
dakmayofileba, rac
gulisxmobs
zustad
moTxovnili Tanxis gacemis SesaZleb-lobas da
uzrunvelyofis (giraos) moTxovnis morgebas
msesxeblis SesaZleblobebze. rogorc sxva
momsaxurebis dargebSi, safinanso seqtor-zec
gadamwyveti
mniSvneloba
aqvs
klientTan
urTierTobis xarisxs. am SemTxvevaSi xSirad
organizaciis wina xazze momuSave adamianebzea
damokidebuli momxmareblis loialoba safinanso institutis mimarT. amitom, momxmareblisaTvis xSir SemTxvevaSi safinanso instituti
asocirdeba im konkretul personalTan da misi
momsaxurebis xarisxTan, romelsac klientTan
intensiuri urTierToba aqvs. konstantas mimarT
damokidebuleba mocemulia diagrama 1-Si.
miuxedavad saerTo dadebiTi damokidebulebisa, konstanta pozicionirebulia, rogorc
mikro
sesxebiT
dakavebuli
organizacia,
romelsac SedarebiT msxvili TanxebisaTvis
naklebad mimarTaven.
konkurentebi
saqarTvelos sabanko-safinanso industriaSi
fond konstantas gaaCnia rogorc pirdapiri,
aseve arapirdapiri konkurentebi.
pirdapiri konkurentebi
pirdapir konkurentebad ganixilebian mikrosafinanso organizaciebi finka, kredo, kristali
da bankebi, romlebic gascemen mikrosesxbs –
prokrediti da saqarTvelos banki da sxva anu
e.w. meore donis konkurentebi (ix. qvemoT).
Tavi 3
diagrama 1
konstantasadmi damokidebulebis ZiriTadi faqtorebi
marketinguli garemo
111
organizacia `centri afxazeTi~, romelic sxva
daxmarebebTan erTad gascemda mikro sesxebs,
xolo 2004 wels gaxda fondi kristali.
damfuZnebeli `centri afxazeTi~. donorebi:
USAID, UNHCR, SV- holandiuri ltolvilTa
fondi.
produqtebi: individualuri sesxebi
fondi funqcionirebs 2003 wlidan da faravs
mxolod regionebs: foTs, senaks da quTaiss.
bazris wilobrivi gadanawileba mikrosafinanso
institutebs Soris 2006 wlis miaxloebiTi
monacemebiT mocemulia diagrama 2-ze.
diagrama 2
finka
(www.finca.ge)
dafuZnda
1999
wels.
damfuZnebeli Finca International
donorebi: USAID, USDA. finka 2006 wels flobda
mikrosafinanso
institutebis
bazris
daaxloebiT 38% da mTliani mikrosafinanso
bazris 6%-s.
produqtebi: jgufuri, individualuri da eqspres
sesxebi
jgufuri sesxebi: jgufi unda Sedgebodes 3-15
adamianisagan. sasesxo Tanxa meryeobs 200-dan
4,000 laramde wliuri 24-36%-is farglebSi.
individualuri sesxebi (gascemen aSS dolarSi):
1,000-dan 20,000 aSS dolaramde.
eqspres sesxebi (aSS dolarSi): 100-dan 2000 aSS
dolaramde.
finka konstantas yvelaze uaxloesi konkurentia jgufuri sasesxo produqtis TvalsazrisiT.
igi saqmianobas 1998 wlidan axorcielebs AID-s
dafinansebiT. finkas 2005 wels hqonda bazris
yvelaze didi wili. aqvs mikrodakreditebis
didi gamocdileba da Sesabamisi teqnikuri daxmarebis miRebis saSualeba.
kredo (www.credo.ge) dafuZnda 2005 wlis
ianvarSi; damfuZnebeli Vision Fund International;
donorebi: World Vision, Chemonics.
produqtebi: jgufuri da individualuri sesxebi
jgufuri sesxebi (gascems aSS dolarSi): jgufi
unda Sedgebodes 4-7 adamianisagan. sasesxo
Tanxa meryeobs 400-dan 600 aSS dolaramde.
individualuri sesxebi (aSS dolarSi): 100-dan
30,000
aSS
dolaramde, wliuri
18-36%-s
farglebSi.
kredo iyo mikrosafinanso organizaciaTagan
pirveli, romelmac gasca individualuri sesxi.
fondi kristali (yofili World Vision Enterprise
Development Program) (www.crystal.ge) dafuZnda 1998
wlis
agvistos,
rogorc
humanitaruli
meore donis konkurentebi:
prokredit banki (www.procredit.ge). prokredit
banki mikrodakreditebaSi umsxvilesi bankia. igi
prokredit grup-is wevria, romelsac aRmosavleT evropaSi 18 wevri banki hyavs. prokredit
banks aqvs eqspres sesxebi, mikro sesxebi da
mcire sesxebi. saerTaSoriso gamoc-dileba
ganviTarebad bazrebze prokredits saSualebas
aZlevs saqarTveloSi damatebiTi resursebis
daxarjvis gareSe danergos Tavisi produqtebi.
saqarTvelos banki (www.bog.ge). saqarTvelos
bankis strategiuli mimarTuleba sacalo bankingia, rac konstantas seriozul konkurencias
uwevs. saqarTvelos bankma bazarze Sesvlis
agresiuli politikiT mniSvnelovani bazris
wili moi pova mikrodafinansebis bazarze. dasavluri menejmenti da ganviTarebuli sacalo
112
nawili meore
qseli bankis mniSvnelovani Zlieri mxareebia.
viTibi jorjia (www.vtb.ge). viTibi, igive
gaerTianebuli qarTuli banki mikrodafinansebaSi erT-erTi pirveli iyo. Sesabamisad, mas
sakmaod didi gamocdileba aqvs am sferoSi. aqvs
mcire sesxebisadmi individualuri midgoma, rac
klientebTan mimarTebaSi meti lavirebis saSualebas aZlevs. misi produqtebia turbo sesxebi (sesxi 1 saaTSi), eqspres sesxebi da
standartuli mikrosesxebi.
banki respublika (www.bankrepublic.ge). banki
respublika
SedarebiT
axalia
mikrodakreditebis sferoSi. Sesabamisad, misi sasesxo
portfelic SedarebiT mcirea. Tumca mcire da
saSualo biznesis swrafma zrdam misi didi
interesi gamoiwvia sacalo bankingis mimarT.
`sosiete Jeneralis~ mier banki respublikas
SeZenis Semdeg cxadia, rom igi male Zalze
seriozuli moTamaSe gaxdeba bazarze.
bankebis bazris wilebi 2006 wlisaTvis portfelebis mixedviT mocemulia diagrama 3-ze:
diagrama 3
gaxsnili da kreditis aRebac iqidan ufro
xelsayrelia~.
unda aRiniSnos, rom regionalur doneze konstantas konkurentebi 2006 wlisaTvis gansxvavdebodnen, ase magaliTad:
rusTavSi:
prokredit banki
saqarTvelos banki
viTibi
finka
Ti-bi-si banki
quTaisSi:
prokredit banki
saqarTvelos banki
viTibi
standart banki
finka
kredo
kristali
Ti-bi-si
foTSi:
viTibi
saqarTvelos banki
prokredit banki
saxalxo banki
finka
kristali
baTumSi:
prokredit banki
saqarTvelos banki
viTibi
banki respublika
finka
safinanso jgufi
kredo
TelavSi:
prokredit banki
standart banki
Ti-bi-si banki
CanarTi:
ivane e. konstantas msesxebeli:
`konstantas msesxebeli 3 weli viyavi. Cemi
patara sawarmo maqvs da mis gasamarTad
saxsrebi mesaWiroeboda. Tavidan didi
Tanxebi ar mindoda, isedac varTmevdi
bizness Tavs. konstantaSic Zalze kargad
meqceodnen, sesxis aRebas didi dro ar
miqonda, Cemi sesxis oficeric guliTadad
mxvdeboda da yvelafers umokles vadebSi
migvarebda. biznesis saqme rom kargad
wamivida, ufro didi Tanxebi damWirda.
miuxedavad yvelafrisa, mainc bankSi wasvla
vamjobine.
angariSi imave bankSi maqvs
da a.S.
CanarTi:
lali q. konstantas msesxebeli:
`konstantaSi mivsuliyavi Tu ara bevri ar
mifiqria. Cvens raionSi konstanta yvelam
icis. Tanac procentic SeRavaTiani aqvs.
amJamad 5,000 lari maqvs nasesxebi da isev
amdenis aRebas vgegmav. mevaxSisagan rom
mesesxa, gacilebiT Zviri damijdeboda. Tanac
Zalian kargad memsaxurebian, yvelas vicnob,
aq ise movdivar, TiTqos sakuTari saxli
iyos~.
SekiTxvebi (davalebebi):
1. ra gadawyvetileba unda miiRos konstantas
menejmentma? ratom?
2. daaxasiaTeT konstantas dadebiTi da uaryofiTi mxareebi. ra warmoadgens konstantas konkurentul upiratesobas?
3. gadawyvetilebis Sesabamisad dasaxeT konstantas ganviTarebis Semdgomi strategia.
Tavi 3
mikrosafinanso organizaciebisa da
bankebis servisebi
danarTi 1
mikrosafinanso
organizaciebi
kreditebis gacema 50000
laramde
komerciuli bankebi
kreditebis gacema
mikrolizingi
depozitebis miReba
Tamasuqebis gamoSveba
Tamasuqebis gamoSveba
obligaciebis gamoSveba
obligaciebis gamoSveba
faqtoringi
sabanko gadaricxvebi
saerTaSoriso gzavnilebi
import-eqsport operaciebis tranzaqciebis
ganxorcieleba
valutis gacvla
valutis gacvla
danarTi 2
konstantas filialebi
saTao ofisi (ZiriTadi filiali)
isan-samgoris filiali
varkeTilis filiali
gldanis filiali
rusTavis filiali
gurjaanis filiali
wnoris filiali
lagodexis filiali
xaSuris filiali
goris filiali
borjomis filiali
axalcixis filiali
quTaisis filiali
zestafonis filiali
samtrediis filiali
baTumis filiali
foTis filiali
axalqalaqis filiali
marketinguli garemo
113
114
nawili meore

am Tavis Seswavlis Semdeg Tqven SeZlebT: 1. aRweroT

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