Tavi I.

marketingis arsi da misi roli

Tanamedrove biznesSi

1.1. marketingia arsi da amocanebi

sabazro ekonomikisaTvis damaxasiaTebeli procesebis

warmatebiT ganxorcielebas garkveulwilad ganapiro-
bebs marketinguli samsaxurebis Camoyalibeba sxvadasxva
sawarmoTa stuqturebSi. marketinguli saqmianoba gu-
lisxmobs mTeli sameurneo saqmianobis orientacias
momxmarebelze, misi interesebis, gemovnebisa da sur-
vilebis maqsimalurad gaTvaliswinebas. termini -
marketingiL warmoiSva inglisuridan ,,market”,Lrac
bazars niSnavs. terminis Sinaarsi gulisxmobs
moqmedebas bazarze, sabazro saqmianobaze. magram
marketingi, rogorc ekonomikuri saqmianobis sistema
gacilebiT farTo cnebaa, vidre bazarTmcodeoba.
marketingisaLda komerciuli saqmianobisL cnebebs So-
ris arsebobs mWidro urTierTkavSiri, Tumca auci-
leblad unda aRvniSnoT rigi gansxvavebebi maT Soris.
t. leviti maT ase ganasxvavebs:KgasaRebaze komerciuli
Zalisxmeva - es aris yuradRebis kocentrireba gamyidve-
lis saWiroebaze, xolo marketingi - myidvelis saWiroe-
baze. gasaRebaze komerciuli Zalisxmeva es aris zrunva
gamyidvelis saWiroebaze saqoneli gadaaqcios fulad,
xolo marketingi - zrunva klientis dakmayofilebaze
mTeli rigi faqtorebis saSualebiT, romelic dakavSi-
rebulia saqonlis SeqmnasTan, miwodebasTan da bolos
moxmarebasTan.Lamgvarad, marketingi warmoadgens komer-
ciuli saqmianobis meTodologiur safuZvels,
komerciuli saqmianoba ki es aris marketingis nawili,
rogorc xerxi bazarze moqmedebisa.
sxvadasxva literaturaSi marketingis Sesaxeb arse-
bobs sxvadasxva ganmarteba, romelTa absolutur umrav-
lesobaSi wina planzea wamoweuli momxmarebeli da misi
moTxovnilebis dakmayofileba. qarTul enaze gamocemul
ucxo sityvaTa leqsikonSi marketingi ganxilulia,
rogorc ,,sawarmos marTvis erT-erTi sistema, romelic
gulisxmobs bazarze mimdinare procesebis guldasmiT
aRricxvas sameurneo gadawyvetilebebis misaRebad, war-
moebis Seguebas momxmareblis saWiroebebTan”. amerikeli
profesoris f. kotleris ganmartebis mixedviT ki marke-
tingi - aris adamianTa saqmianobis saxe, romelic mimar-
Tulia gacvlis safuZvelze saWiroebebisa da moTxov-
nilebebis dakmayofilebisaken.L
marTvis problemebis erT-erTi wamyvani Teoretikosi
p. driukeri marketings ase ganmartavs: Kmarketinigis
mizani - daaZalon gasaReba araa saWiro, misi mizania ise
kargad Seicno da gaigo klienti, rom saqoneli an
momsaxureba zustad miesadagebodes am ukanasknels da
TviTon gayidos Tavisi Tavi.
cnobili marketologebis bred da alen antinebis
SexedulebiT, Tanamedrove marketingis koncefcia, ro-
gorc axali samewarmeo filosofia, warmoadgens firmis
miznis misaRwevad moTxovnaze, saWiroebasa da moTxov-
nilebaze orientirebul SexedulebaTa sistemas, romlis
principia ar ecadoT gaasaRoT is, risi gamoSvebac
SeZeliT, aramed awarmoeT is, rasac aucileblad iyi-
dian,L e.i. aucilebelia firma kargad gaecnos momxma-
reblis moTxovnilebebs da mxolod amis Semdeg daiwyos
biznesi.
j. evansisa da b. bermanis azriT Kmarketingi - es
aris saqonelze, momsaxurebaze, organizaciaze, ada-
mianebze, teritoriasa da ideebze moTxovnis winaswar-
metyveleba, marTva da dakmayofileba gacvlis meSveo-
biT.L
ra Tqma unda, SeiZleba kidev sxvaTa da sxvaTa azric
moviyvanoT, magram zemoT CamoTvlili gansazRvrebebic
ase Tu ise xSirad asaxavs mis Sinaarss. aRniSnuli
gansazRvrebebisa da ganmartebebis SejerebiT SeiZleba
2
marketingis koncefcia ase CamovayaliboT: marketingi -
aris Tanamedrove firmis sawarmoo da gasaRebiTi
saqmianobis marTvis iseTi sistema, romelic momxma-
rebelze orientirebuli saqonlis warmoebas, mis
Seuferxebul realizacias da mogebis miRebas uzrun-
velyofs.
marketingis arsis gagebisaTvis aucilebelia
ganvixiloT Semdegi cnebebi: saWiroeba, moTxovnileba,
moTxovna, saqoneli, gacvla, garigeba da bazari.
saWiroeba - adamianis mier raimesadmi ukmarisobis
grZoba. saWiroeba mravalgvaria: fiziologiuri,
socialuri, individualuri. rodesac saWiroeba ar
kmayofildeba, adamiani eZebs saSualebas saWiroebis
dasakmayofileblad an axSobs mas.
moTxovnileba - es aris saWiroeba, romelic
Rebulobs adamianis individualurobisa da kulturuli
donis Sesabamis specifikur formas da romelic
izrdeba sazogadoebis ganviTarebasTan erTad. amasTanave
izrdeba obieqtebis ricxvi, romlebic adamianebs
aRuZraven interess da SeZenis survils. adamianis
moTxovnilebebi ar aris SezRduli, rac SeuZlebelia
iTqvas maTi dakmayofilebis resursebze. amitom,
TiToeuli adamiani cdilobs airCios is saqoneli,
romelsac aqvs maRali samomxmareblo Rirebuleba da
SeuZlia daakmayofilos moTxovnileba, misi finansuri
SesaZleblobidan gamomdinare.
moTxovna - adamianis moTxovnilebaa, romelic
gamyarebulia misi msyidvelobiTi SesaZleblobiT.
momxmarebeli saqonels ganixilavs, rogorc
gansazRvruli Tvisebebis erTobliobas da irCevs im
produqts, romelic uzrunvelyofs am Tvisebebis
optimalur Sesabamisobas im finansur SesaZleblobe-
bTan, romelic mas gaaCnia.
saqoneli - aris yvelaferi ris SeTavezeba SeiZleba
bazrisaTvis yuradRebisa misaqcevad, gacnobisaTvis da
3
gamoyenebisaTvis, romelsac SeuZlia daakmayofilos
moTxovnileba da gankuTvnilia gasayidad. saqoneli
SeiZleba iyos fizikuri obieqti, momsaxureba, idea da
a.S.
gacvla - aris romelime sasurveli obieqtis miRebis
aqti sxva obieqtis miwodebis sanacvlod. gacvla
nebayofilobiTi aqtia, rodesac piri partniors
sTavazobs raime Rirebulebas imisaTvis, rom samagierod
miiRos raime sxva Rirebuleba (fuli, saqoneli,
momsaxureba, idea). gacvlis ganxorcielebisaTvis
saWiroa Semdegi pirobebi: minimum ori mxaris arseboba;
TiToeul mxares unda gaaCndes raRac rac meore
mxarisaTvis faseulobas warmoagens; yovel mxares unda
SeeZlos ganaxorcielis Tavisi saqonelis miwodeba
(komunikacia); TiToeuli mxare unda iyos sruliad
damoukidebeli raTa miiRos an uaryos meore mxaris
winadadeba; TiToeuli mxare darwmunebuli unda iyos
meore mxaresTan kavSiris damyarebis mizandasaxulobaSi
da saWiroebaSi.
garigeba - or mxares Soris faseulobaTa
komerciuli gacvlaa. Ggarigebac ramodenime pirobas
moicavs: sul cota ori faseulobis arseboba; maTi
gacvlisaTvis SeTanxmebuli pirobebis arseboba;
Catarebis SeTanxmebuli drois da adgilis arseboba. G
garigebis pirobebi daculia kanonmdeblobiT.
bazari - saqonlisa da momsaxurebis arsebuli da
potenciuri myidvelebis erTobliobaa, anu bazari
warmoadgens gacvlis sferos.
saqme is aris, rom marketings gaaCnia ori mxare:
erTis mxriv igi niSnavs bazris, myidvelTa moTxovnis,
gemovnebis da moTxovnilebaTa Seswavlas da maTze
warmoeba-gasaRebis orientacias, meores mxriv ki marke-
tingi es aris aqtiuri zemoqmedeba bazarze da arsebul
moTxovnaze, myidvelTa moTxovnilebebisa da survilebis
Camoyalibebaze.
4
 bazarze warmatebis miRwevisaTvis aucilebelia
gansazRvruli manZilis gavla. am gzaze firmebs
ewinaaRmdegebaT sxvadasxva problemebi: rogori saxis da
ra xarisxis saqoneli awarmoon arsebuli xerxebiT, vis
da ra fasiT miyidon da a. S. am amocanebis gadawyveta
unda xorcieldebodes sistematiurad da efeqtianad.
sazogadoebisaTvis Zalze saWiro maRali xarisxis
nawarmis damzadebaze daxarjuli maRali kvalifikaciis
muSis Sroma, warmoebis dabali danaxarjebiT, saboloo
angariSSi SeiZleba aRmoCndes aramwarmoebluri. es
SeiZleba moxdes ara imitom, rom nawarmma ver hpova
gasaReba, ver moxvda saboloo moxmarebaSi, aramed
SeiZleba imitom, rom potenciurma momxmarebelma ar
icis misTvis saWiro nawarmis arsebobis Sesaxeb, an im
adgilis Sesaxeb, sadac SeiZleba misi SeZena.
mwarmoeblisa da momxmareblis dakavSireba, rom maT
ipovon erTmaneTi da amis Sedegad sarealizacio
saqonelze daxarjuli Sroma namdvilad gaxdes
mwarmoebluri, nebismieri marketinguli saqmianobis
mTavari mizania.
marketingulma saqmianobam unda gadawyvitos Semdegi
amocanebi:
1. saimedo informaciis miReba bazris moTxovnis,
momxmarebelTa gemovnebis, survilebisa da upiratesobis
miniWebis Sesaxeb, ama Tu im produqciis warmoebis
aucileblobis dasabuTebisaTvis;
2. imgvari saqonlis asortimentis Seqmna, romelic
Seesabameba bazris moTxovnebs, ukeTesia vidre konkuren-
tis saqoneli da ufro efeqturad wyvets momxmareblis
problemas.
3. warmoebisa da dafinansebis koordinacia da
dagegmva;
4. aucilebeli zemoqmedeba momxmarebelze
moTxovnis formirebisa da gasaRebis stimulirebis
gziT, maqsimalurad SesaZlebeli kontroliT
5
realizaciis sferoze.
marTalia Cveulebrivad marketingi miaCniaT
gamyidvelTa xvedrad, magram mas aranaklebi mniSvneloba
aqvs myidvelisaTvis. diasaxlisebic ki mimarTaven
sakuTar marketings, rodesac eZeben saqonels sakuTari
saWiroebisaTvis iseT fasebSi, romlebsac siamovnebiT
gadaixdian. deficituri saqonlisaTvis savaWro-
saSuamavlo firmebi eZeben damamzadebel-mimwodebel
firmebs da sTavazoben maT garigebis saukeTeso
pirobebs. yoveli damamzadebel-gamyidvelis da
momxmareblis ZiriTadi amocanaa damakmayofilebeli
komerciuli Sedegebis miReba, romelic uSualod
damokidebulia bazris formebis, tipebis da saxeebis
Rrma da yovelmxriv Seswavlaze.
bazris Seswavla xorcieldeba ori poziciidan:
1. misi tevadoba, konkurenciis mdgomareoba, gajere-
bis xarisxi, Semcvleli da analogiuri saqonlis gamo-
Cenis albaToba da sxv.
2. momxmarebeli, moTxovna, gemovneba da a. S.
aRniSnul poziciebTan mimarTebaSi SeiZleba gamo-
yenebul iqnes marketingi, romelic orientirebulia pro-
duqtze, an marketingi, romelic orientirebulia
momxmarebelze.

1.2 marketingis evolucia da koncefciebi

Tanamedrove marketingma, sanam Camoyalibdeboda ro-

gorc firmis (sawarmos) warmoeba-gasaRebis saqmianobis
warmarTvis Teoriisa da praqtikis sistema, evoluciis
saukunovani gza ganvlo. igi warmoiSva XIX-XX saukunee-
bis mijnaze. es iyo gamowveuli realizaciis garTule-
buli problemebiT. didmaStabiani warmoebis ganviTare-
bisa da mzardi sabazro konkurenciis pirobebSi
Seqmnilma situaciam moiTxova sabazro saqmianobis
axali ufro efeqtiani wesebis aTviseba.
6
 marketingis pirveli saswavlo kursebi gaCnda 1901-
1902 saswavlo wels aSS-is universitetebSi, marTalia
isini ZiriTadad atarebdnen aRwerilobiT xasiaTs, mag-
ram mainc iyvnen gamoyofilni, rogorc damoukidebeli
mecnieruli disciplina. am periodisaTvis marketingis
saswavlo kursebi TavisTavSi moicavda sawarmoTa
gasaRebis saqmianobis, kerZod sabiTumo da sacalo
movaWreebis operaciaTa ZiriTadi meTodebis
daxasiaTebasa da aRweras, romelSic specialuri yurad-
Reba eTmoboda reklamis sakiTxebs, sxvadasxva daniSnu-
lebis saqonlis realizaciis Taviseburebebs.
zemoTaRniSnuli periodidan moyolebuli marketin-
gis disciplinis popularoba TandaTan izrdeboda da
male igi gaxda biznesis momavali specialistebis
momzadebis programis Semadgeneli nawili. marketingis,
rogorc mecnierebisadmi didi yuradReba imiTac dastur-
deba, rom 1910 wels ukve viskonsis universitetSi r.
batleri marketingis meTodebis Sesaxeb leqciebs kiT-
xulobda. 1908 wels aSS-Si Seiqmna marketingis proble-
mebis pirveli komerciuli kvleviTi firma. 1911 wels
warmoiSvnen marketingis pirveli specializebuli ganyo-
filebebi rigi msxvili kompaniebis mmarTvelobiT
aparatebSi. 20-ian wlebSi iqmneba marketingisa da rek-
lamis maswavlebelTa erovnuli asociacia, romelic
Semdeg Sevida marketingis amerikis asociaciaSi (marke-
tingis amerikuli asociacia Camoyalibda 1937 wels).
marTalia termini ,,marketingi”LaSS-is ekonomikur
literaturaSi gaCnda daaxloebiT erTi saukunis winaT,
magram marketinguli saqmianobis calkeul elementebs
gacilebiT adre iyenebdnen. kerZod, sazogadoebis isto-
riidan cnobilia, rom sameurneo saqmianobaSi bevri
didi saqmis dawyeba dakavSirebuli iyo vaWrobasTan.
marketingis Canasaxebis warmoSobasac uSualod ukavSi-
reben vaWrobas, e.i., Sromis mesame danawilebis moments,
rodesac xelosanTa fenidan gamoiyo bazris SuamavalTa,
7
vaWarTa fena. magaliTad, jer kidev me-17 saukunis Sua
xanebSi 1650 wels iaponiis savaWro gildiis erT-erTma
wevrma micuim gaxsna maRazia tokioSi, romelSic iyo
ganyofilebebi sxvadasxva saqonliT vaWrobisaTvis. am
dros calkeulma vaWrebma daiwyes marketingis zogierTi
principis (saqonlis damzadebaze SekveTebis miReba,
moTxovnisa da miwodebis Sesaxeb informaciis mogroveba
da sxv.) gamoyeneba. man mTeli 250 wliT adre misca
dasabami marketinguli politikis ZiriTad Tvisebas -
gaxde gamyidveli Seni momxmareblisaTvis, maTTvis
saWiro produqtebi dagegmo da maTi warmoeba
ganaviTaro, principiT fuli ukan daabrune da araviTari
laparaki, anu viwro specializebuli vaWrobis magivrad
produqtebis farTo asortimenti Semoitano. erT-erTi
pirveli, romelmac Seicno marketingis aucilebloba,
iyo amerikeli s. makkormiki _ pirveli kombainis
Semqmneli, romelmac mosavlis asaRebad aramarto
meqanizaciis saSualebebi gamoiyena, aramed Tanamedrove
marketingic. gayidvis Semdgomi momsaxurebiT, kreditis
micemiT igi myidvels axalisebda da Tavisi produqciis
ganawilebis arxebis efeqtianobas aRwevda. swored mas
Semoaqvs praqtikaSi bazris Seswavla da analizi,
servisuli momsaxurebis ZiriTadi saxeebi da sxv.
Teoriuli da meTodologiuri midgomis Secvlam
gamoiwvia marketingis ZiriTadi principebis Secvla.
magaliTad, wina saukunis 30-ian wlebamde aSS-is
ekonomikur literaturaSi gavrcelebuli iyo azri, rom
marketingis ZiriTadi yuradReba gamaxvilebuli iyo
maRalxarisxovani da zomieri sacalo fasis produqciis
warmoebaze. amis Semdeg ki cdilobdnen marketinguli
saSualebebis yovelmxrivi gamoyenebiT mis gasaRebas.
aseTi umisamarTo saqonlis gamoSveba iwvevda bazris
zedmetad gaJRenTvas, gajerebas da Warbwarmoebis
gaZlierebas. 50-60-ian wlebSi warmoebis swrafi tempiT
ganviTarebisa da gasaRebis sferoSi garkveuli
8
siZneleebis gamo, marketingis koncefcia ZiriTadad
miznad isaxavda saqonlis gasaRebis daCqarebisaTvis
saTanado RonisZiebaTa gatarebas. gasaRebis stimulire-
bisaTvis sul ufro mzardi yuradReba eqceoda saqon-
lis reklamirebis gaaqtiurebas, saqonlis fasdaklebas
da sxv.
am etapze marketingis gamoyeneba SemoisazRvreboda
mxolod mimoqcevis sferoTi da mimarTuli iyo umTav-
resad gasaRebis problemebis gadawyvetaze. daaxloebiT
60-iani wlebis Sua xanebamde marketingis mTavari
saqmianoba mdgomareobda imaSi, rom uzrunvelyofiliyo
nebismieri produqciis gasaReba, romelsac firma
awarmoebda. mwarmoeblebi xelmZRvanelobdnen principiT
- aTvisebuli produqciis gamoSvebis gadideba, misi
KgaTrevaL bazarze nebismieri xerxebiT, misi gasaRebis
gadideba. amitom 50-60-iani wlebis marketings arc Tu
iSviaTad uwodeben mwarmoeblis marketings.
70-ian wlebSi amerikeli marketologis p. mazuris
mier wamoyenebuli iqna marketingis axali principi:
orientacia momxmarebelze, romelic gulisxmobda sa-
warmos mTeli saqmianobis daqvemdebarebas momxmareblis
saWiroebis, gemovnebisa da interesebis dasakmayofileb-
lad. marketingis mizania, iseve rogorc yvela sxva
sawarmos saqmianobisa - sazogadoebrivi moTxovnilebis
dakmayofileba. warmoeba arsebobs imisaTvis, rom
momxmarebeli uzrunvelyos iseTi saqonliTa da
momsaxurebiT, romelsac is saWiroebs. firmis
saqmianobis organizacia marketingis principebze niSnavs,
rom momxarebeli xdeba is centraluri figura, romlis
interesebsac warmoeba mTlianad eqvemdebareba.
amrigad, marketingis ganviTarebaSi principuli Zvre-
bi moxda am periodSi da Camoyalibda biznesis axali
filosofia, romelic marketings mxolod saqonlis gasa-
RebasTan ar aigivebda, aramed gamomdinareobda momxma-
reblis interesebidan. amiT marketingis amocana gaxda im
9
saqonlis miwodeba bazarze, romelic momxmarebels
sWirdeba. marketingis am Tanamedrove koncefciis
Tanaxmad firmam komerciuli saqmianobis sawyis punqtad
unda miiCnios samomxmareblo moTxovnis Seswavla,
myidvelis moZebna da amis safuZvelze Tavisi sawarmoo
procesis ageba, axali produqciisa da produqtebis
CaTvliT.
80-ian wlebSi saerTaSoriso vaWrobis, saerTaSoriso
turizmis da qveynebs Soris ekonomikuri TanamSromlo-
bis sxva formebis ganviTarebasTan dakavSirebiT Camoya-
libebas iwyebs saerTaSoriso marketingi. saerTaSoriso
marketingis amocana xdeba, rogorc adgilobrivi, ise
ucxoel momxmarebelTa moTxovnebis, rac SeiZleba
maqsimalurad gaTvaliswineba da dakmayofileba.
marketingis Tanamedrove koncefciis Sesabamisad
firmis mTeli saqmianoba aucileblad unda daefuZnos
bazris moTxovnebis zust da Semowmebul codnas, ufro
Soreul perspeqtivaSi maTi cvlilebebis Sefasebas da
gaTvaliswinebas. marketingi moiTxovs, rom sameurneo
saqmianobis aspeqtebi daigegmos da ganxorcieldes baz-
risa da momxmarebelTa moTxovnebis mudmivi gaTvalis-
winebiT. marketingis specialisti unda iyos ukve warmoe-
bis dasawyisSi da zemoqmedebdes daproeqtebaze, dagegm-
vaze, analizze, ganawilebasa da gasaRebaze. amrigad,
Tanamedrove marketingi warmoebas pirdapir
damokidebulebaSi ayenebs bazarTan. swored amitom uwo-
deben mas xSirad KmarTvis sabazro koncefcias.L

1.3. marketingis saxeebi, tipebi da principebi

marketingis saxeebi

marketingis warmoSobis dRidan ganasxvaveben mis or

saxes: 1. saqonelze orientirebuli marketing; 2.
10
momxmarebelze orientirebuli marketingi.
saqonelze orientirebuli marketingi gamoiyeneba
maSin, roca sawarmos mizania axali saqonlis Seqmna an
arsebuli saqonlis gaumjobeseba. am SemTxvevaSi
sawarmos ZiriTadi amocanaa ubiZgos momxmarebels am
saqonlis Sesyidvisaken. momxmarebelze orientirebul
marketings sawarmoebi mimarTaven maSin, roca miznad
isaxaven misi moTxovnis srulad dakmayofilebas. am
dros marketingis mTavari amocanaa potenciur
momxmarebelTa moTxovnis gamovlena da Seswavala.
marketingis aRniSnuli ori saxis damoukideblad
gamoyeneba dakavSirebulia garkveul riskTan.
mizanSewonilia sawarmoebma erTdroulad gamoiyenon
marketingis orive saxe. sawarmoTa orientacias
erTdroulad saqonelze da momxmarebelzec uwodeben
integrirebul marketings. mxolod integrirebuli
marketingis pirobebSia SesaZlebeli namdvili
warmatebis miRweva. mwarmoeblebs gacnobierebuli aqvT
is WeSmariteba, rom ar arsebobs produqti, romelsac
ara hyavs momxmarebeli da ar iarsebebs momxmarebeli,
Tu mas ara aqvs SesaZlebloba daikmayofilos misi
moTxovna.
imisda mixedviT, Tu rogori situaciaa Seqmnili
bazarze da rogoria mdgomareoba momxmarebelTa moT-
xovnaSi, icvleba marketingiT gadasawyveti amocanebis
wre da Sesabamisad marketingis saxeebi. moTxovnis
xasiaTis mixedviT gamoyofen marketingis Semdeg saxeebs:
negatiuri (uaryofiTi) moTxovis dros gamoiyeneba
konversiuli marketingi. negatiuri moTxovna
gulisxmobs iseTs situacias bazarze, rodesac
saqonlis an momsaxurebis ama Tu im saxeobaze uars
ambobs momxmarebeli. magaliTad, bevri momxmarebeli
amJRavnebs negatiur moTxovnas sigaretze. marketingis
amocana negatiuri moTxovnis dros mdgomareobs iseTi
gegmis SemuSavebaSi, romelic gamoiwvevs garkveul
11
saqonelze negatiuri moTxovnis gadaqcevas pozitiur
moTxovnad. magaliTad, aSS-is federaluri savaWro
komisiis aqtis Semdeg, kerZod radioTi da televiziiT
sigaretebis reklamis akrZalviT, mwevelTa ricxvma am
qveyanaSi iwyo mkveTrad Semcireba. Seqmnil situaciaSi
amerikuli Tambaqos firmebi uSveben sigaretebs fisebis
dabali SemcvelobiT, rac janmrTelobisaTvis nakleb
safrTxes warmoadgens.
kreatiuli marketingi (moTxovnis ararseboba) -
gamoiyeneba mocemul saqonelze moTxovnis ararsebobis
SemTxvevaSi, rodesac potenciurma momxmarebelma ver
gaicnobiera is sargebeli, romelic SeiZleba miiRos ama
TuU im saqonlis miRebiT, ris gamoc araa
dainteresebuli misi yidviT. magaliTad 10 wlis winaT
ar arsebobda moTxovna uSaqro saReW rezinze, romelic
icavs kbilebs kariesisagan. am SemTxvevaSi marketingis
ZiriTadi amocanaa mocemuli saqonelis sikeTisa da
sargeblianobis momxmareblamde dayvana, rac unda
ganxorcieldes reklamis meSveobiT.
ganviTarebadi marketingi (faruli moTxovna) -
gamoiyeneba potenciuri moTxovnis formirebis dros,
maSin roca aris moTxovnileba, magram ar aris saqoneli.
aseTi situacia moiTxovs Sefasdes moTxovna, Seiqmnas
saqoneli, Camoyalibdes realuri moTxovna. magaliTad:
kazinoebis gaxsna, romlebic akmayofileben moTxov-
nilebebs dasvenebisa da garTobis am saxeobiT.
remarketings (klebadi moTxovna) - mimarTaven iseT
situaciaSi, rodesac moTxovna Semcirebulia wina
donesTan SedarebiT. marketingis amocana is aris, rom
gacocxldes moTxovna, saqonlis miwodeba da gasaRebis
sistema SeTanxmdes potenciuri bazrebis moTxovnebTan.
magaliTad, majis eleqtronuli saaTebis aRWurva
damatebiTi mowyobilobebiT (kalkulatoriT) miznobrivi
bazris gafarToebisaTvis.
sinqromarketings (araregularuli moTxovna) -
12
iyeneben im SemTxvevaSi, rodesac moTxovna araregu-
larulia, mas axasiaTebs sezonuri meryeoba. am
SemTxvevaSi saWiroa meryeobis ganviTareba, reklamireba,
saqonlis gasaRebis stimulireba da a. S. magaliTad,
fasebis moqnili Secvla xorcis produqciaze, kviris,
Tvis an sezonis ganmavlobaSi.
SenarCunebiTi marketingi (srulfasovani moTxovna) -
saWiroa maSin rodesac moTxovna ganviTarebulia da
Seesabameba miwodebas. marketingis amocana mdgomareobs
imaSi, rom SenarCunebuli iqnes moTxovnis mdgomareoba,
gatardes fasebis moqnili politika, saqonlis gasaRebis
stimulireba. magaliTad, mcirexarjiani gazquris Seqmna
konkurentunarianobis amaRlebis mizniT.
demarketingi (gadaWarbebuli moTxovna) - marketingis
iseTi saxeobaa, romelic mimarTulia saqonelze an
momsaxurebaze moTxovnis Sesamcireblad, romelic ar
SeiZleba dakmayofildes sawarmoo SesaZleblobaTa
arasakmarisi donis, sasaqonlo resursebisa da
nedleulis SezRudulobis gamo. moTxovnis
Sesamcireblad SeiZleba gamoyenebuli iqnes magaliTad
iseTi xerxebi, rogoricaa fasis gadideba saqonelze an
momsaxurebaze, reklamasa da gayidvebis stimulirebaze
uaris Tqma da sxv. aqve unda aRiniSnos, rom marketingis
saxeebidan demarketingi aris swored is, romelic unda
dagvexmaros deficitTan dakavSirebuli problemebis
gadawyvetaSi, radgan moTxovnis xangrZlivi
daukmayofilebloba iwvevs rig negatiur movlenas,
romelTa Soris yvelaze arasasiamovnoa uaryofiTi
emociebis warmoSoba.
stimulirebadi marketingi (dabali moTxovna)
saWiroa im SemTxvevaSi, rodesac sustia momxmarebelTa
daintereseba, moTxovna ar aris, faseulobaTa
orientaciis sistema sxvanairia da a.S. aseT situaciaSi
marketingis amocana mdgomareobs imaSi, rom saqoneli
miesadagos moTxovnilebas, ganviTardes reklama,
13
gaaqtiurdes gayidvis meTodebi da formebi.
ukuqmedebis (winaaRmdegmoqmedi) marketingi
(araracionaluri moTxovna) - gamoiyeneba iseT siatua-
ciaSi, roca momxmareblis moTxovna SeiZleba dakmayofi-
lebuli iqnes sazogadoebisaTvis arasasurveli sa-
qonliT (magaliTad sigaretis, spirtiani sasmelis,
narkotikebis gavrcelebis winaaRmdeg kampania).
marketingis amocana is aris, rom SeizRudos misi
ganviTareba, daarwmunos momxmarebeli uari Tqvas Tavis
Cvevaze, gaavrcelos am produqciis mavne Tvisebebis
Sesaxeb cnobebi, mkveTrad aswios fasebi da SezRudos
miwodeba. aseve SemuSavdes socialuri programebi
alkoholis, Tambaqos nawarmis moxmarebis
SemcirebisaTvis.
marketingis ganviTarebis donis mixedviT
ganasxvaveben gansakuTrebul, funqciur da
mmarTvelobiT marketings.
gansakuTrebuli marketingi gulisxmobs savaWro
saqmianobas misi farTo mniSvnelobiT, romelic moicavs
gasaRebiT saqmianobas, transportirebas, reklamas,
realizacias da vaWrobasTan dakavSirebul sxva
procesebs.
funqciuri marketingi sawarmos organizaciul-
teqnikuri da komerciuli RonisZiebebis erTobliobaa,
romelic dakavSirebulia saqonlis warmoebasa da
realizaciasTan, bazris SeswavlasTan, gasaRebis
stimulirebasTan, fasebis politikasTan.
saqonlis warmoebisa da realizaciis procesis
organizaciis sabazro koncefcia, romelic
xorcieldeba bazris Sesaxeb informaciis safuZvelze
miRebuli gadawyvetilebebiT, aris mmarTvelobiTi
marketingi. marketinguli marTva aucilebeli gaxda
saqonliT bazris miwodebis moTxovnis gadametebis
pirobebSi.
erTmaneTisagan ganasxvaveben saSinao da
14
saerTaSoriso marketings. saSinao marketingi moicavs
marketingul saqmianobas mocemuli qveynis saSinao
bazarze, saerTaSoriso marketingi ki saqmianobas mis
sazRvrebs gareT.

marketingis tipebi

gamoyofen marketingis Semdeg tipebs:

1. samomxmareblo saqonlis marketingi.
2. sawarmoo (samrewvelo) daniSnulebis saqonlis ma-
rketingi.
3. momsaxurebis marketingi.
samomxmareblo saqonlis marketingis ZiriTadi
mizania uaxlesi teqnologiuri miRwevebis sauZvelze
axali samomxmareblo da saeqsploatacio Tvisebebis
mqone saqonlis warmoeba, romelsac SeeZleba axlad
warmoSobili moTxovnis dakmayofileba. samomxmareblo
saqonels yiduloben calkeuli individebi piradi
moxmarebisTvis. samomxmareblo bazris safuZvlianad
gamokvlevas didi mniSvneloba eniWeba am saqonlis
mwarmoebeli da gamsaRebeli (savaWro) sawarmoebisTvis,
radgan mxolod am gziTaa SesaZlebeli momxmareblis
cvalebadi moTxovnis Sesabamisi saqonlis warmoeba,
gasaReba da mogebis miReba.
sawarmoo daniSnulebis saqonlis marketingi ikvlevs
im sawarmoebis saqmianobas, romlebic saqonels
(warmoebis saSualebebs) yiduloben warmoebis procesSi
gamosayeneblad an sxva momxmareblisTvis misawodeblad.
sawarmoo daniSnulebis saqonlis marketingi xasiaTdeba
garkveuli TaviseburebebiT samomxmareblo saqonlis
marketingTan SedarebiT, rac ganpirobebulia am ori
bazris specifikuri niSan-TvisebebiT. maT Soris
ZiriTadia:
1. sawarmoo daniSnulebis saqonlis bazarze myidv-
elTa gacilebiT ufro naklebi raodenoba samomxma-
15
reblo saqonlis bazarTan SedarebiT;
2. samomxmareblo saqonlis ZiriTadi saxeebis myidv-
elTa ganfeniloba qveynis mTel teritoriaze da
sawarmoo daniSnulebis saqonlis myidvelTa
koncentracia mis ramdenime regionSi;
3. sawarmoo daniSnulebis saqonelze moTxovnis
naklebi cvalebadoba samomxmareblo saqonelTan
SedarebiT;
4. sawarmoo daniSnulebis saqonlis myidvelTa maRali
profesionalizmi;
5) sawarmoo daniSnulebis saqonlis myidvelTa
Semosavlebis maRali done samomxmareblo saqonlis
myidvelebTan SedarebiT.
momsaxurebis marketingic xasiaTdeba gansxvavebuli
niSnebiT, rac gamowveulia misTvis damaxasiaTebeli
TaviseburebebiT. am Taviseburebebs Soris, pirvel rigSi,
gamoiyofa araxelSesaxeboba (SeumCnevloba), wyarodan
gamouyofloba, xarisxis cvalebadoba, Senaxvis
SeuZlebloba (aRniSnul sakiTxebs srulyofilad
ganvixilavT Semdeg TavebSi).

marketingis principebi

firmebi, korporaciebi, kompaniebi da sabazro

meurneobis sxva subieqtebi TavianT sameurneo da
komerciul saqmianobas warmarTaven mTeli rigi
organizaciuli principebis mixedviT. marketingis
principebSi igulisxmeba is saerTo niSan-Tvisebebi,
romlebic damaxasiaTebelia marketingul saqmianobisT-
vis sxvadasxva firmaSi. marketingis ZiriTadi
principebia:
1. warmoebis orientacia konkretuli momxmareblis
moTxovnaze;
2. mTeli saqmianobisadmi sistemuri midgoma;
3. orientacia axali saqonlis Seqmnasa da gasaRe-
16
baze;
4. sawarmos imijis formireba da Semdgomi ganmt-
kiceba;
5. saqmiani urTierTobebis stabilurobis uzrunve-
lyofa;
6. mogebis miReba.
marketingis CamoTvlili principebi erTmaneTTan
mWidrodaa dakavSirebuli da avseben erTmaneTs.
warmoebis orientacia gadaxdisunarian konkretul
moTxovnilebebze - principis Tanaxmad saWiroa
warmoebis maqsimaluri misadageba bazris moTxovnasTan.
warmoebam unda gamouSvas iseTi saqoneli, romelic
gaiyideba. saWiroa gamovavlinoT moTxovnilebebi da
davakmayofiloT isini.
bazarze warmatebis miRwevis amosavali winapiroba
bazris codnaa, romlis kompleqsuri Seswavla da
informacia ganviTarebis perspeqtivebis Sesaxeb
warmoadgens mTvar faqtors gadawyvetilebaTa miRebaSi
da amve dros, safuZvelia marketingis gegmebisa da
programebis SedgenisaTvis. kompleqsurobaSi
igulisxmeba mTeli saqmianobisadmi sistemuri midgoma,
e.i. marketingi gamoyenebuli unda iqnes rogorc sistema
da ara rogorc sxvadasxva saxis marketingul
RonisZiebaTa meqanikuri nakrebi. praqtikulma
gamocdilebam uCvena, rom calke aRebuli,
izolirebulad ganxorcielebuli marketinguli
RonisZieba ar iZleva sasurvel Sedegebs. konkurencia da
momxmarebelTa moTxovnis sistematuri cvlileba
aiZulebs sawarmoebs mudmivad izrunon TavianTi
saqonlis xarisxisa da asortimentis gaumjobesebaze.
axali saqonlis Seqmna sarisko saqmea, magram
imavdroulad sawarmos arsebobis gaxangrZlivebis
aucilebeli pirobaa. momxmarebelze orientacia da
axali saqonlis Seqmna uSualod ukavSirdeba bazris
Seswavlas, rac xorcieldeba ara zogadad, aramed
17
diferenciulad, e. i. Seiswavleba konkretuli saqonlis
bazari, myidvelTa konkretuli jgufi (tipi). bazris
Seswavla xorcieldeba diferencirebulad, gamoiyofa
konkretuli moTxovnilebebi da myidvelTa konkretuli
jgufebi, safuZvlianad Seiswavleba saqonlis xarisxi
da misi samomxmareblo Tvisebebi, bazris tevadoba,
saqonlis gasaRebis formebi da meTodebi.
yoveli firma iwyebs ra saqmianobas, cdilobs Tavis
Sesaxeb dadebiTi azris Camoyalibebas garemomcvel
samyaroSi . sawarmoTa menejerebis absoluturma
umetesobam icis, rom sabazro ekonomikis pirobebSi
efeqtianad muSaoba da arseboba mxolod imijis
safuZvelzea SesaZlebeli. bunebrivia, Tu sawarmo ar
sargeblobs saimedo partnioris saxeliT, masTan aravin
ar moisurvebs kontaqtis damyarebas, rac miiyvans
sawarmos gakotrebamde.
saqmiani urTierTobebis stabilurobis
uzrunvelyofa. am principSi gansakuTrebulad Zlieria
saqmian urTierTobebSi monawile partniorebs Soris
kavSirebis ganmtkicebis umniSvnelovnesi faqtori –
urTierTndoba. ndoba es aris partnioris rwmena yvela
monawilis mimarT, rom isini yvelafers gaakeTeben
TavianTi danapirebis Sesaruleblad. sayuradReboa kidev
erTi mniSvnelovani garemoeba, rom garigebis arc erTi
monawile, rogorc wesi, ar unda Seecados
partniorisagan valdebulebis Sesrulebas miaRwios
sasamarTlos daxmarebiT, vinaidan, jer erTi, gamyidvels
myidvelis dakargvis unda eSinodes, meore, unda
eSinodes imasac, rom gamoiwvevs undoblobas sxva
myidvelebSi. Tavis mxriv, myidveli arasodes ar
moisurvebs dakargos avtoriteti momwodeblebs Soris.
maSasadame saqmian urTierTobebSi valdeulebis
Sesrulebis mastimulirebis rolSi unda gamovides
monawileTa survili da ara SiSi.
mogebis gadidebisaken mizanswrafva – es principi
18
gulisxmobs minimumi danaxarjebiT maqsimaluri mogebis
miRebas. firmis funqcionaluri samsaxuris winaSe
dasaxuli mizania mogebis sistematiuri gadideba.
marketingi xels uwyobs miznis miRwevas. saqoneli am
SemTxvevaSi gamodis, rogorc miznis miRwevis saSualeba
da ara rogorc TviTmizani. myidveli xdeba saqonlis
eqsperti. xolod momxmarebelma icis Seesabameba Tu ara
mis mier nayidi saqoneli mis lodins.

1.4 marketingis funqciebi

marketingi asrulebs mniSvnelovan funqciebs qveynis

sameurneo cxovrebaSi. axorcielebs bazris kvlevasa da
firmis sabazro SesaZleblobaTa Seswavlas, saqonlis
asortimentis dagegmvas, saqonlis gasaRebis
stimulirebas, faswarmoqnis strategiis gansazRvras da
sxva funqciebs, romelTa konkretuli Sinaarsi
damokidebuli aris marketinigis winaSe mdgar miznebsa
da amocanebze.
marketingi warmoadgens, rogorc Teoriul, ise
praqtikul disciplinas, romelic warmoiSva Tavisufal
sabazro meurneobaSi da ganviTarda rogorc sameurneo
saqmianobis calkeul saxeobaTa mTliani kompleqsi,
romelSic sawrmoo procesebi da movlenebi mWidrod
arian urTierTdakavSirebuli da erTmaneTs
ganapirobeben.
marketingi oTx ZiriTad funqcias asrulebs:
1. bazris gamokvleva da misi Seswavla;
2. sasaqonlo asortimentis formireba;
3. fasebis politikis SemuSaveba;
4. saqonlis gasaReba, moTxovnis formireba da
gasaRebis stimulireba.
1. bazris gamokvleva da misi Seswavla. am funqcias
marketingis ZiriTad funqciaTa Soris gansakuTrebuli
mniSvneloba eniWeba. firma, romelic gadawyvets axali
19
saqonlis gamoSvebas, upirveles yovlisa Seecdeba
SearCios potencialur bazrebs Soris isiTi, romelic
misTvis da misi saqonlisaTvis iqneba ufro metad
saintereso da prioritetuli, sadac minimumi
danaxarjebiT SeiZleba miaRwios warmatebas.
bazris gamokvleva iwyeba momxmarebelTa SeswavliT.
kerZod, Seiswavleba bazarze momxmarebelTa saqmianoba,
maTi qceva, Tu ratom moswonT esa Tu is saqoneli da
rogor Rebuloben ama Tu im saqonlis yidvais Sesaxeb
gadawyvetilebas.
bazarze adamianebis qceva mravali faqtoris
zemoqmedebazea damikidebuli, romelTa Soris metad
mniSvnelovania: cxovrebis stili, Semosavlebi,
profesia, asaki, ojaxi, myidvelis pirovnuli Tvisebebi
da sxv.
zemoT CamoTvlil yvela faqtors metad mWidro
kavSiri aqvs moxmarebasTan. magram fulis xarjvis
Taviseburebebze gadamwyvet gavlenas cxovrebis stili
axdens. adamianebs, romlebic mTel TavianT Tavisufal
dros baRSi muSaobas andomeben, sWirdebaT sasoflo-
sameurneo inventari, Sxamqimikatebi, spectansacmeli.
musikis moyvarulebs undaT kasetebi, magnituri diskebi
da sxvadasxva saxis musikaluri teqnika.
xSirad gadamwyvet mniSvnelobas ama Tu im saqonlis
SerCevisas iZens Semosavlebis faqtoric. saqme imaSia,
rom momxmarebeli yovelTvis ar cdilobs iyidos
iaffasiani saqoneli. ekonomikuri Tavisuflebis
pirobebSi adamianebi cdiloben gamoavlinon TavianTi
myari ekonomikuri mdgomareoba da prestiJis
asamaRleblad yiduloben ZviradRirebul saqonels.
saqonlis yidvis procesSi garkveul rols asrulebs
profesia. am faqtoris gavlena arc ise SesamCnevia,
magram marketingul kvlevaSi aucileblad
gasaTvaliswinebeli. eqimi da meSaxte, pedagogisagan
gansxvavebiT spectansacmels yidulobs, xolo
20
maswavlebels bevri qaRaldi, melani da saweri
xelsawyoebi sWirdeba.
momxmarebelTan erTad marketinguli kvlevis mTavari
obieqtia saqoneli. cxadia, Tu saqonlis samomxmareblo
Tvisebebi ar Seesabameba momxmarebelis moTxovnebs,
marketinguli RonisZiebebi ver uzrunvelyofs mis
gayidvas mocemul regionSi. amitom aucilebelia
saqonlis samomxmareblo Tvisebebis momxmareblis
moTxovnebTan SesabamisobaSi moyvana, misi xarisxis,
fasis da sxva maCveneblebis mixedviT. saqonlis
gamokvlevis mizania imis gansazrvra, Tu romel
saqonels da ra raodenobiT SeiZens momxmarebelTa
mocemuli jgufi.
didi mniSvneloba eniWeba konkurentebis Seswavlas.
konkurentebis saqmianobis Zlieri da susti mxareebis
gamovlena uadvilebs sawarmos xelmZRvanelobas
saqonlis realizaciis procesis dasaCqareblad
gadawyvetilebebis miRebas.
2. sasaqonlo asortimentis formireba . es funqcia
gulisxmobs axali saqonlis warmoebis dagegmvas.
yoveli axali saqonlis Seqmnas safuZvlad udevs idea,
romelic upiratesad axleburi SemoqmedebiTi
azrovnebaa. sxvanairad, idea adamianis tviniT Seqmnili
nivTis gamoxatulebaa. imisaTvis, rom idea proeqtSi
gardaiqmnas, saWiroa sakmaod bevri sxvadasxvanairi
saxis saqmianoba. kerZod, samomxmareblo Tvisebebis
damuSaveba, gaformeba, SefuTva, sasaqonlo niSnis
dadgena, damatebiTi momsaxureba. yvela ideas ara aqvs
komerciuli warmateba. komerciuli warmatebis mqoned
igulisxmeba iseTi idea, romlis safuZvelze Seqmnili
saqoneli realizaciis Semdeg iZleva mogebas. axalma
saqonelma rom momxmarebelTa simpaTia daimsaxuros, anu
moipovos sazogadoebrivi aRiareba, amisaTvis saWiroa
axali saqonlis proeqtis maketinguli Semowmeba. Tu
Semowmebis Sedegebma sasurveli gavlena iqonia
21
saqonelze, iwyeba am axali saqonlis detaluri
damuSaveba, ris Semdeg firma sacdel partias uSvebs da
xelaxla atarebs marketingul kvlevas, magram ukve
realuri bazris pirobebSi mowmdeba saqonlis
vargisianoba, saimedoba, usafrTxoeba da sxva Tvisebebi.
sacdeli marketingis warmatebiT damTavrebis Semdeg
firma iwyebs saqonlis seriul-masobriv warmoebas.
3. fasebis politikis SemuSaveba – mizanmimarTuli
fasebis politika warmoadgens marketinguli kvlevis
yvela etapis arsebiT elements. misi arsi mdgomareobs
imaSi, rom firma Tavis saqonelze fasebis dadgenis
dros gamodis winaswar gansazRvruli miznidan. fasebis
politikazea damikidebuli firmis sicocxlisunarianoba
da uzrunvelyofa, mogebis gadideba, bazarze
mdgomareobis ganmtkiceba da ganviTarebis perspeqtiva.
Tu firma siZneleebs ganicdis saqonlis gasaRebaSi,
bazris dakargvis SiSiT is iZulebulia Seamciros
fasebi, magram Semcireba SeiZleba gagrZeldes mxolod
iqamde, sanam saqonlis fasi firmis mogebis miRebis
saSualebas aZlevs. amave dros, firmas yovelTvis meti
mogebis miRebis survili aqvs. roca es SesaZlebelia, is
cdilobs Tavisi saqoneli gayidos Zvirad. zogjer roca
konkurentebi erTmaneTs saqonliT upirispirdebian,
bazarze mdgomareobis gansamtkiceblad firma fasebs
amcirebs. amiT is cdilobs Tavis saqonelze didi xnis
ganmavlobaSi SeinarCunos myari moTxovna.
4. saqonlis gasaReba, moTxovnis formireba da
gasaRebis stimulireba. saqonlis gasaReba moicavs
saqonelmoZraobis mTlian sistemas, warmoebidan
moxmarebis dasawyisamde. saqonelmoZraobis sistemaSi
Sedis: satransporto momsaxureba, sasawyobo meurneobis
optimaluri organizacia, sabiTumo da sacalo vaWrobis
sarealizacio qseli.
mwarmoebeli firma bazarze funqcionirebs
Suamavlebis saSualebiT. Tavis saqonels ZiriTadad
22
mwarmoebeli biTumad movaWre Suamavalze yidis.
mebiTume vaWari, Tavis mxriv, nayid saqonels sacalo
vaWrobis firmas miyidis. momxmarebeli ki saqonels
vaWar-Suamavlebis saSualebiT sacalo qselSi
yidulobs. biznesSi Suamavlebis farTo gamoyeneba
ekonomikurad mizanSewonilia, vinaidan mwarmoeblisaT-
vis ufro xelsayrelia mis mier warmoebuli saqoneli
mebiTume vaWars miyidos SedarebiT iafad, vidre Tavis
firmaSi Seqmnas saqonlis sacalo gayidvis samsaxurebi.
saqme imaSia, rom Tu mwarmoeblebi TviTon Seasruleben
mimoqcevis operaciebs, saqonlis sacalo gayidvidan
miRebuli mogeba ver dafaravs aseTi samsaxurebis
Seqmnaze da mis Senaxvaze gaweul xarjebs.
marketingul politikaSi friad mniSvnelovania
zemoqmedeba momxmarebelze moTxovnis Camoyalibebis
mizniT. momxmarebelze zemoqmedebas sawarmoebi axdenen
saqonlis, misi teqnikur-ekonomikuri maxasiaTeblebis,
samomxmareblo Tvisebebis da sxva niSnebis
momxmareblisaTvis gacnobis gziT.
moTxovnis CamoyalibebaSi ZiriTad rols asrulebs
reklama. igi SeiZleba daxasiaTdes rogorc
mizanmimarTuli informacia, romlis saSualebiTac
momxmarebels aRuZraven saqonlis SeZenis survils.
reklama moTxovnis Camoyalibebis procesze moqmedi
subieqturi faqtoria. misi meSveobiT masobrivi
infromaciis saSualebebi da ekonomikis sxvadasxva
dargis sawarmoebi da organizaciebi zemoqmedeben
momxmarebelTa fsiqologiaze ama Tu im saqonleze
moTxovnis warmoSobisa da ganviTarebis mizniT.
reklama ganixileba agreTve rogorc saqonlis
gasaRebis procesis stimulirebis saSualeba. gasaRebis
stimulirebas emsaxureba yvela is RonisZieba, romelic
aCqarebs saqonlis realizaciis process da zrdis
gayiduli saqonlismocualobas. aseTi saxis
RonisZiebebia: faswarmoqmna, premialuri gayidva,
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saqonlis sacdeli partiis ufasod gadacema
SuamavlebisTvis da sxva. gasaRebis stimulirebis
saSualebebis SerCeva damokidebulia stimulirebis
obieqtze. gansxvavebuli saSualebebiT xdeba sakuTari
TanamSromlebis, momxmareblebis da Suamavlebis
stimulireba.

1.5. marketingis roli

sabazro ekonomikisaTvis damaxasiaTebeli procesebis

warmatebiT ganxorcieleba, marTvis ekonomikur meTo-
debze gasvla da sawarmoTaA urTierTobaSi normaluri
sabazro kavSirebis damyareba qmnis pirobebs marketingis
meTodebis gamoyenebisaTvis.
sazRvargareTis gamocdileba mowmobs, rom
marketingi yovelmxriv xels uwyobs aramarto
ekonomikis nebismieri sferos calkeuli firmebis saq-
mianobis srulyofasa da efeqtian funqcionirebas, ara-
med mTeli erovnuli ekonomikis aRorZinebas da ganviTa-
rebas.
bunebrivia ibadeba kiTxva: ra upiratesoba aqvs
marketings Cveni ekonomikisaTvis?
pirvel rigSi esaa bazris marTvisadmi sistemuri
midgoma. es niSnavs rom saqonlis realizaciis procesi
iwyeba ara nawarmis gamoSvebis Semdeg, aramed manamde da
gulisxmobs bazris Tanmimdevrul Seswavlas, masTan
warmoebis SeTanawyobas, moTxovnis mizandasaxul
formirebasa da produqciis gasaRebas.
meore - sabazro problemebis gadawyvetisadmi mid-
gomis kompleqsuri xasiaTi, romelic gulisxmobs
bazris yvela elementis urTierTkavSirs - iqneba es
saqoneli, momxmarebeli, Tu gasaReba da maT
ganxorcielebas specialuri kvlevebis safuZvelze.
mesame - marketingis upiratesoba mdgomareobs marT-
vis problemis gadawyvetisadmi progersul-miznobriv
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midgomaSi. saqonlis warmoebis, gasaRebisa da moxmarebis
procesSi mwarmoebeli, Suamavali da momxmarebeli
iTvaliswineben TavianT miznebs, myidvelis - es SeiZleba
iyos sasurveli samomxmareblo Tvisebebis mqone
nawarmis SeZena, mwarmoeblis – mogebis miReba, xolo
SuamavlisaTvis swrafi gayidva minimaluri danaxarje-
biT. es interesebi SeiZleba Seicvalos sxvadasxva faq-
torebis zemoqmedebiT, rogoricaa magaliTad, Semosav-
lebis, fasebis, teqnologiis da sxva faqtorebis cvli-
lebiT. programul-miznobrivi midgoma ki saSualebas
iZleva TiToeul konkretul SemTxvevaSi SeirCes Ziri-
Tadi miznebi da SemuSavdes programa maTi realiza-
ciisaTvis.
meoTxe - marketings gaaCnia bazrisa da misi elemeni-
tebis marTvis ekonomikuri da socialur-fsiqologiuri
meTodebis mdidari arsenali, romelic SeiZleba
gamoviyenoT sabazro ekonomikis pirobebSi.
marketingi exeba yoveli admianebis cxovrebiseul
interesebs. televiziiT dilidan saRamomde gadaicema
sxvadasxva saxis reklama, gvTavazoben uamrav momsa-
xurebas, maRaziebi da bazrebi savsea sxvadasxva saxis
asortimentisa da xarisxis saqonliT - rogorc adgi-
lobrivi warmoebis ise sxva qveynidan Semotanili. aRsa-
niSnavia isic, rom saqarTveloSi warmoebuli produqcia
jer kidev naklebad, magram mainc gadis sarealizaciod
sxva qveynebSi. yvelaferi es SesaZlebeli gaxda
marketingis wyalobiT.
yoveli Cvengani gare samyarosTan urTierTobis da-
samyareblad, materialur da sulier moTxovnaTa dasak-
mayofielblad axorcielebs mravamxriv saqmianobas,
romelTa mniSvnelovani nawili sasaqonlo-fulad
urTierTobaTa pirobebSi uSualod aris dakavSirebuli
gacvlis sferosTan. ganviTarebis Tanamedrove etapze
adamianTa moTxovnilebebis ukeT dakmayofileba Zneli
warmosadgenia marketingis sistemis srulyofis gareSe.
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 civilizebuli qveynebis cxovrebis TiTqmis yvela
sferoSi - materialuri warmoebis, vaWrobis, xelovnebis,
mecnierebis yvela dargSi praqtikulad gavrcelebulia
marketingi. mas iyeneben msxvili korporaciebi da mcire
firmebi, saqonlis mwarmoeblebi da gamsaReblebi
firmebi, romlebic ewevian saqmianobas rogorc saSinao,
ise sagareo bazarze, turistuli da saqvelmoqmedo
organizaciebi.
Tu wina periodSi marketingi gamoiyeneboda komer-
ciul struqturebSi, bolo wlebSi marketingi gaxda
mniSvnelovani komponenti arakomerciuli organizaciebi-
saTvis, kolejebisaTvis, saadamyofoebisaTvis, muzeumebi-
saTvis, filarmoniebisaTvis, eklesiebisaTvis da aseve
policiis dawesebulebisaTvis. bevri cnobili arakomer-
ciuli organizaciebi, rogoricaa axalgazrda qris-
tianTa kavSiri, wiTeli jvari da a.S. xelaxla
ganixilaven sakuTar mizansa da KsaqonelsLaxali wev-
rebisa da sponsorebis mozidvisaTvis.
arakomerciul organizaciebTan erTad samTavrobo
organizaciebmac aseve gamoxates TavianTi interesi
marketingis sferoSi. magaliTad, zogierTi samTavrobo
dawesebulebani amuSaveben sazogadoebrivi marketingis
kampaniebs energiis dazogvis stimulirebisa da garesam-
yaros mzrunvelobisaTvis, aseve programebs aqtiur
mwevelTa, narkomaniis da alkoholizmis winaaRmdeg.
iyeneben ra marketings arakomerciul sferoSic,
politikuri partiebi Tavs axveven amomrCevlebs TavianT
kanditatebs sxvadasxva saSualebebiT. cnobilia, rom d.
eizenhauerma, rogorc aSS-is prezidentobis kandidatma
mimarTa sareklamo kompanias daxmarebisaTvis da mis
arCevas pezidentad ukavSireben politikuri marketingis
warmoSobas. bolo aTwleulSi, ekonomikuri gardaqmne-
biT gamowveulma Sedegebma, aucilebebli gaxada evro-
paSi SemoeRoT erTiani valuta –K,,evro”,L ris gamoc
Seiqmna evropuli komisia, romelmac mimarTa eqspertebs,
26
masobrivi informaciis saSualebebs, marketingis sfero-
Si, daexmaron maT KevrosL ganviTarebis strategiis
damuSavebaSi, ramac ganapiroba evropuli sareklamo
kompaniebis Seqmna, im mizniT raTa momwifebuliyo sazo-
gadoebrivi azri erovnuli valutis Secvlis aucileb-
lobis Sesaxeb.
dReisaTvis marketingis Teoriis farTod gavrceleba
da gamoyeneba ganpirobebulia imiT, rom bolo aTw-
leulSi mecnierebisa da teqnikis kvlevebis Sedegebma
uzrunvelyo mravali axali produqciis Seqmnis SesaZ-
lebloba. amasTan axali teqnologiis Seqmnisa da amis
xarjze mwarmoeblurobis maRali donis miRwevam SesaZ-
lebeli gaxda, sul raRac TveebSi,Lsawarmo-dawesebule-
bebma mTlianad Secvalon Tavisi produqciis nomenkla-
tura axali modificirebuli nawarmiT da miawodos
momxmarebels principulad axali saqoneli. garda amisa
zigierTi firmis samrewvelo masStabebi iseTi simZlav-
risaa, rom SeuZliaT praqtikulad daakmakofilon nebis-
mieri raodenobis moxmarebis yvela saWiroeba da moT-
xovnebi. isini awarmoeben ra ZviradRirebul marketin-
gul gamokvlevebs, romelic iZleva saSualebas damuSav-
des da dadgindes mizezobrivi da raodenobrivi kavSi-
rebi im uamrav faqtorebs Soris, romlebic arseboben
miznobrivi bazari-sawarmoo sistemaSi da operaciulad
miiRon samarTliani gadawyvetilebani.

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