Chapter 4

am Tavis Seswavlis Semdeg Tqven SeZlebT: 1. ganmartoT kompaniisTvis informaciis mniSvneloba; 2.
gansazRvroT marketinguli informaciis sistema da ganixiloT misi nawilebi; 3. CamoayaliboT marketinguli kvlevis procesis safexurebi; 4. ganmartoT, rogor axdens kompania marketinguli informaciis analizsa da gavrcelebas; 5. ganixiloT is specifikuri sakiTxebi, romlebsac marketingis specialistebi awydebian, maT Soris sazogadoebriv politikasa da eTikis normebs.
marketinguli informaciis marTva
gzamkvlevi |
ideebis kvaldakval
wina TavSi Tqven SeiswavleT kompleqsuri da cvalebadi marketinguli garemo. am TavSi naxavT, rogor esmiT marketologebs cnebebi: sabazaro sivrce da momxmarebeli; rogor axorcieleben da marTaven informacias sabazro sivrcis elementebis (momxmareblis, konkurentebis, produqtisa da sabazro programebis) Sesaxeb. agreTve, ganixilavT marketinguli informaciis sistemas, romlis mizania menejerebisaTvis saWiro informaciis saWiro formiTa da saWiro dros miwodeba, rac maT ukeTesi gadawyvetilebis miRebaSi daexmareba. axlodan daakvirdebiT marketinguli kvlevis process. dRevandel bazarze warmatebis misaRwevad kompania didi moculobis marketinguli informaciis efeqturi marTvis meTodebs unda flobdes. Tavi iwyeba klasikuri marketinguli Secdomis ganxilviT ramdenime wlis win Coca-Cola-m miiRo gadawyvetileba Coke Zveli formuliT xmarebidan amoeRo da, mis nacvlad, gamoeSva sasmeli axali formuliT New Coke. miuxedavad imisa, rom kompaniam gadawyvetileba marketinguli kvlevis safuZvelze miiRo, axalma produqtma ar gaamarTla. kiTxvis dros dausviT SekiTxva sakuTar Tavs: iseTma msxvilma da didi resursebis mqone kompaniam, rogoric aris Coca-Cola, rogor dauSva aseTi didi Secdoma kvlevisas? aqedan gamomdinareobs morali: Tu es Coca-Cola-s SeemTxva, maSin igive SeiZleba nebismier kompanias SeemTxves.
vela drois klasikuri marketinguli ambis sawyisi 1985 weli iyo. Coca-Cola-m, warmatebuli 99 wlis muSaobis Semdeg, xmarebidan amoiRo Tavdapirveli formuliT gamoSvebuli Coke da mis nacvlad gamouSva axali formulis mqone New Coke, ufro tkbili da msubuqi gemoTi. sawyis etapze reklamirebisa da propagandis Sedegad New Coke kargad iyideboda, magram male, sazogadoebis uaryofiTi reaqciis Sedegad, gayidvebi Semcirda. ukmayofilebas gamoTqvamdnen fostisa Tu telefonis zarebis meSveobiT. Coca-Cola-s dReSi 1500-ze meti ganawyenebuli momxmarebeli ukavSirdeboda. erT-erTma gabrazebulma momxmarebelma kompanias miswera `wlis mTavari suleli kompania Coca-Cola~ (Coca-Cola-s aRmasrulebel direqtors ara imdenad saCivari, aramed is faqti ufro awuxebda, rom personalurad mas misdioda aseTi werilebi!). zogi panikaSi Cavarda da sardafebi Zveli formulis Coke-iT aavso. texasSi ki erTma kacma adgilobriv maRaziaSi 1000 dolaris Rirebulebis Coca-Cola SeiZina. jgufi saxelwodebiT _ `Zveli kolas msmelebi~ masobrivi aqciebis muqariT moiTxovda Zveli formulis Coke-is dabrunebas. amasobaSi ki, kompania Pepsi Cola imdenad gaxarebuli iyo, rom 1985 wlis 23 aprili,
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bazris da momxmareblebis gageba
New Coke-is gamoSvebis dRe, korporaciis dResaswaulad gamoacxada. kompaniam Zveli formulis Coke mxolod sami Tvis Semdeg daabruna gayidvaSi. ivlisis im dRes `Zveli Coke-is dabruneba yvela wamyvani gazeTis pirvel gverdze aRiniSna. kompaniam mas axali saxelwodeba mianiWa Coke Classic-i. Coca-Cola acxadebda, rom New Coke SeinarCunebda flagmani brendis pozicias, magram momxmarebeli sxvagvarad fiqrobda. wlis bolos, New Coke-Tan SedarebiT, Coke Classic orjer meti raodenobiT gaiyida. Coca-Cola potenciuri marcxisagan swrafma reaqciam ixsna. kompaniam mTeli yuradReba Coke Classic-ze gadaitana, xolo New Coke-s mxardamWeri funqcia daekisra. Coke Classic-i kvlav kompaniis mTavar brendad da qveynis wamyvan sasmelad iqca, New Coke ki Pepsi-ze `Tavdasxmis brendi~ gaxda. TavisPreklamebSi New Coke-is gemos gabedulad adarebdnen Pepsi-isas. 1990 wlis gazafxulze kompaniam xelaxali SefuTviTa da axali saxeliT New Coke II gamouSva. dRes aSS-is ualkoholo sasmelebis bazris 19% Coke Classic-s ukavia, xolo New Coke II-s 2%. ratom moxda New Coke-is wardgena? ra problema arsebobda? bevri analitikosis azriT, am Secdomis mizezi susti marketinguli kvleva iyo. 1980 wels, miuxedavad imisa, rom Coca-Cola ualkoholo sasmelebis industriaSi jer kidev lideri iyo, Pepsi-Tan SedarebiT, misi sabazro wili nelnela mcirdeboda. TiTqmis 15 wlis ganmavlobaSi Pepsi warmatebiT axorcielebda `Pepsi-s gamowvevis~ programas. es iyo satelevizio Sou, romlis drosac xdeboda ualkoholo sasmelebis gemos testireba. Sedegebis mixedviT momxmarebeli upiratesobas Pepsi-s tkbil gemos aniWebda. 1985 wlis dasawyisisTvis, miuxedavad imisa, rom Coke bazris wamyvani brendi iyo, Pepsi-m supermarketebis gayidvebSi Coke-s 2%-iT gauswro (es arc ise STambeWdavia, magram aSS-is ualkoholo sasmelebis sacalo vaWrobis bazris 2% 1.2 miliardi dolaria). sabazro wilis vardnis SesaCereblad Coca-Cola-s raRac zomebis miReba sWirdeboda da gamosavali Coke-is gemos cvlilebaSi dainaxes. Coca-Cola-m kompaniis istoriaSi axali produqtis ganviTarebisaTvis kvlevis udidesi proeqti wamoiwyo. axali formulis danergvaze 2 weli da 4 milioni dolari daxarja. saboloo gemos Sesaqmnelad 200000 gemos testireba moxda. brma testirebis Sedegad, momxmarebelTa 60%-ma Zvel gemos New Coke-is gemo arCia, xolo 52%-ma ki Pepsi-is gemo. kvlevebma aCvena, rom New Coke warmatebuli iqneboda da kompaniamac igi gabedulad waradgina. maS, ra moxda? Tu davufiqrdebiT, mivxvdebiT, rom Coca-Cola-m marketinguli kvlevis dros yuradReba mxolod gemoze gaamaxvila. man ar gamoikvlia, ra damokidebuleba eqneboda momxmarebls Zveli formulis Coke-is xmarebidan mTlianad amoRebas. man ar gaiTvaliswina aramaterialuri mxareebi sasmelis saxeli, istoria, SefuTva, kulturuli memkvidreoba da imiji. bevrisaTvis amerikuli kultura beisbolTan, hoTdogTan da vaSlis RvezelTan asocirdeba. yoveli maTgani raRac amerikulia. aRmoCnda, rom momxmarebelTa umravlesobisaTvis Coke-is simboluri mniSvneloba ufro metad fasobs, vidre misi gemo. ufro farTomasStabiani kvleva, albaT, am Zlieri emociebis gaTvaliswinebis aucileblobas cxadyofda. Coca-Cola-s menejerebma kvlevis Sedegebis analizisas araswori daskvnebi gaakeTes. magaliTad, Catarebulma kvlevebma cxadyo, rom momxmarebelTa 60%-ma upiratesoba New Coke-is gemos mianiWa, rac imis niSani unda yofiliyo, rom produqti bazarze gaimarjvebda, rogorc politikuri kandidati imarjvebs xolme xmebis 60%-iT. magram es imis maCvenebelic iyo, rom darCenil 40%-s Zveli formula moswonda. Zveli Coke-is CamoSorebiT kompaniam erTgul momxmarebelTa didi nawili dakarga, romelsac cvlileba sulac ar surda. kompania ufro gonivrul nabijs gadadgamda, Tu Zvel Coke-s Tavis adgilze datovebda, New Coke-s ki brendis ganvrcobis strategiad gamoiyenebda. zustad ise, rogorc mogvianebiT warmatebulad ganaxorciela Cherry Coke-is wardgena. amerikaSi erT-erTi yvelaze didi, saukeTesod marTuli da yvelaze ganviTarebuli marketinguli kvlevis operaciebi kompania Coca-Cola-s gaaCnia. ukve wlebis ganmavlobaSi, kargi marketinguli kvlevis Sedegad, kompania ualkoholo sasmelebis industriis mwvervalebs i pyrobs. magram marketinguli kvleva zusti mecnierebisagan sakmaod Sorsaa. momxmareblebi moulodnelobebiT aRsavseni arian da maTi cifrebis saSualebiT gamosaxva sakmaod rTulia. Tu Coca-Cola-m marketingul kvlevaSi didi Secdoma dauSva, maSin am Secdomisagan arc erTi kompania dazRveuli ar aris.1
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myidvelisaTvis saukeTeso faseulobebisa da kmayofilebis Sesaqmnelad kompania gamudmebiT saWiroebs informacias. rogorc New Coke-is ambavi cxadyofs, kargi produqtisa da marketinguli programebis sawyisi myidvelis moTxovnilebebisa da survilebis srulyofili gagebaa. agreTve, kompania saWiroebs informacias konkurentebis, gadamyidvelebisa da bazarze arsebuli sxva moqmedi pirebisa Tu Zalebis Sesaxeb. marketologebisaTvis informacia ara mxolod ukeTesi gadawyvetilebebis misaRebad aris saWiro, aramed is mniSvnelovani strategiuli aqtivi da marketinguli iaraRia. kompaniisaTvis es aris ZiriTadi konkurentuli upiratesoba. konkurentebma SesaZloa danadgarebis, produqtebisa da procedurebis kopireba moaxerxon, magram kompaniis informaciisa da inteleqtualuri kapitalis dublireba SeuZlebelia. bolo dros ramdenime kompaniam gaacnobiera es faqti da TavisTan codnis, Seswavlisa da inteleqtualuri kapitalis viceprezidentebis Tanamdebobebi SemoiRes. dRevandel, swrafad cvalebad garemoSi, drouli, maRalxarisxiani gadawyvetilebis misaRebad menejerebs uaxlesi informacia esaWiroebaT. informaciuli teqnologiebis ukanaskneli miRwevebis wyalobiT, kompaniebs axla ukve didi raodenobiT informaciis dagroveba SeuZliaT. faqtobrivad, menejerebi xSirad Zalian bevr informaciasac iReben. erT-erTma kvlevam cxadyo, rom kompaniebis mier mopovebuli monacemebi da supermarketebis skanerebis saSualebiT miRebuli informacia SefuTuli saqonlis brendis menejers kviraSi 1 milionidan 1 miliardamde axal cifrs awvdis gasaanalizeblad. meore kvlevis mixedviT ki, msxvili sacalo movaWreebi floben sakuTari produqciis Sesaxeb 320 milis sigrZis wignebis Taroebis ekvivalentur informacias. amrigad, informaciis nakleboba problemas aRar warmoadgens, magram monacemTa amorCevaamokiTxvas ki didi mniSvneloba eniWeba. àm, ase Tu ise, moWarbebuli informaciis xanaSi sakmaod advilia, uxvi monacemebiT daimarxo, daitvirTo an gadaiwva, _ acxadebs erT-erTi damkvirvebeli.2 informaciuli siuxvis miuxedavad, marketologebi xSirad saWiro informaciis simcires uCivian. erT-erTi ukanaskneli kvlevis Tanaxmad, saWiro informaciis mosaZieblad menejerebi dReSi saSualod 3 saaTs kargaven, rac yovelwliurad aSS-is kompaniebs 2.5 miliardi dolari ujdebaT. meore kvleva ki aCvenebs: miuxedavad imisa, rom gamokiTxul menejerTa naxevarma ganacxada, rom mopovebul informacias Tavs ver arTmevda, maT 2/3-s ufro meti informaciis miReba surda.3 amgvarad, marketingis menejerebis umetesoba ara ufro met, aramed ukeTes Warbi informacia: àm, ase Tu ise, moWarbebuli informaciis xanaSi sakmaod advilia, uxvi monacemebiT daimarinformacias saWiroebs. xo, daitvirTo an gadaiwva.~ rogorc Unilever-is yofilma mTavarma aRmasrulebelma direqtorma erTxel ganacxada, Unilever-ma marketinguli informarto is rom icodes, rac icis, es mas ormag mogebas moutanda. daskvna: bevr maciis sistema (mis) kompanias gaaCnia didi raodenobiT informacia, magram mis marTvasa da swor (Marketing information gamoyenebas ver axerxebs.4 kompanias unda hqondes marketinguli informaciis system (MIS)) marTvis efeqturi sistema, raTa menejerebma miiRon saTanado informacia pirovnebebis, aRWursaTanado formiT da saTanado dros. vilobisa da procemarketinguli informaciis sistema (mis) moicavs pirovnebebs, aRWurvilo- durebis erToblioba basa da procedurebs, romelTa saSualebiTac xorcieldeba drouli, saWiro da drouli, saWiro da zusti informaciis SerCeva da misi gadacema marketinguli gadawyvetilebebis zusti informaciis mimRebebisaTvis. suraTi 4.1 gviCvenebs, rom mis-i iwyeba da mTavrdeba informa- SesarCevad, gasaanaliciis gamomyeneblebiT marketingis menejerebiT, Sida da gare partniorebiTa zeblad da mis gadasacemad marketinguli da sxvebiT, vinc marketingul informacias saWiroeben. Tavidan, informaciis gadawyvetilebebis saWiroebis Sesafaseblad mis -i zemoT CamoTvlil gamomyeneblebTan mimRebi specialisteurTierTobs. Semdgom igi saWiro informaciis generirebas axdens kompaniis bisaTvis.
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suraTi 4.1
marketinguli informaciis sistema
Sida monacemTa bazis, marketinguli dazvervis qmedebebisa da marketinguli kvlevebis saSualebiT. amis Semdgom, mis-i exmareba mopovebuli informaciis analizSi da misTvis im formis micemaSi, romelic menejmentisaTvis aris misaRebi, raTa maT marketinguli gadawyvetilebebi miiRon. dabolos, mis-i marketingul informacias avrcelebs da menejerebs gadawyvetilebis miRebaSi exmareba.
marketinguli informaciis saWiroebis Sefaseba

marketinguli informaciis sistema, pirvel rigSi, kompaniis marketingisa da sxva ganyofilebebis menejerebs emsaxureba, Tumca mas aseve SeuZlia informaciuli uzrunvelyofa gauwios gare partniorebs, rogorebic arian mimwodeblebi, gadamyidvelebi an marketinguli momsaxurebis saagentoebi. magaliTad, Wal-Mart-ma SesaZloa Procter & Gamble-s an sxva ZiriTad mimwodebels misces informacia momxmarebelTa Sesyidvis Cvevebis an maragebis donis Sesaxeb. amasTan erTad, SesaZloa mniSvnelovani myidvelisTvisac informaciis xelmisawvdomobis uzrunvelyofa. Dell Computer-i msxvili myidvelisaTvis specialurad qmnis e.w. `premialur~ veb-gverds, romlis meSveobiTac myidvelisTvis xelmisawvdomia informacia produqtis dizainis, SekveTis statusis, produqtisa da mxardamWeri momsaxurebis Sesaxeb. gadazidvebis dagegmvisa da kontrolisaTvis FedEx-i momxmarebels uzrunvelyofs Tavisi informaciuli sistemis xelmisawvdomobiT. informaciuli sistemis agebisas kompaniam TiToeuli myidvelis moTxovna unda gaiTvaliswinos. kargad agebuli mis -i abalansebs im monacemebs, romlebic informaciis gamomyenebels surs, romelic mas sWirdeba da romlis realurad miwodeba sistemas SeuZlia. procesi iwyeba menejerebis gamokiTxviT da imis garkveviT, Tu ra informaciis mopoveba surT maT. zogierTi iTxovs nebismier monacems da sulac ar fiqrobs, sWirdeba Tu ara. Zalian bevri monacemic sazianoa. zogs SeiZleba iseTi monacemis moTxovna daaviwydes, romelic maTi saqmianobisaTvis aucilebelia. magaliTad, menejeri unda flobdes informacias imis Taobaze, apirebs Tu ara konkurenti momavali wlis ganmavlobaSi axali produqtis wardgenas. imis gamo, rom menejerma araferi icis am SesaZlo proeqtis Sesaxeb, raime informaciis mopovebaze arc ki fiqrobs. mis-ma marketinguli garemo unda gaakontrolos, raTa marketinguli gadawyvetilebis mimRebebisTvis
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saTanado informaciis miwodeba SeZlos. aris SemTxvevebi, rodesac kompanias saWiro informacia ar gaaCnia. amis mizezi SesaZloa iyos rogorc informaciis miuwvdomloba, aseve mis -is SezRudvebi. magaliTad, brendis menejers SesaZloa undodes, rom gaigos, momaval wels konkurents reklamirebis rogori biujeti eqneba da bazris wilebis ganawilebaze ra gavlenas moaxdens es. informacia dagegmili biujetis Sesaxeb, albaT, xelmisawvdomi ar iqneba. am informaciis mopovebis SemTxvevaSic ki mis-i ver SeZlebs winaswar gansazRvros, bazarze moqmedi kompaniebi bazris wilebs rogor gainawileben. informaciis mopovebis, damuSavebis, Senaxvisa da gavrcelebis xarjebi sakmaod didia. kompaniam unda upasuxos SekiTxvebs, ramdenad faseulia damatebiTi informacia, Rirs Tu ara damatebiTi xarjebis gaweva mis mosapoveblad da a.S. xSirad, rogorc sargebeli, aseve xarjebi rTuli Sesafasebelia. informacias, ganyenebulad, raime faseuloba ar gaaCnia. mis faseulobas misi gamoyenebadoba gansazRvravs. xSir SemTxvevaSi, damatebiTi informacia mcirediT cvlis an aumjobesebs menejeris gadawyvetilebas. ukeTesia, marketologebma informaciis mopovebis xarjebisa da maTgan miRebuli Sedegebis Sedarebis dros sifrTxile gamoiCinon.
marketinguli informaciis mopoveba

marketologebi saWiro informacias moi poveben Sida monacemTa bazebis, marketinguli dazvervisa da marketinguli kvlevis meSveobiT. Sida monacemebi bevri kompania qmnis Sida monacemTa bazas, anu kompaniis Sida wyaroebidan mopovebuli informaciis eleqtronul sacavs. marketingis menejerebisTvis es monacemebi advilad xelmisawvdomia. monacemTa bazaSi informacia sxvadasxva wyarodan SeiZleba Sevides. buRalterebi monacemTa bazas awvdian finansur angariSebs, gayidvebis maCveneblebsa da xarjebis CamonaTvals. warmoebidan miedineba produqciis warmoebis grafikebis, gadazidvebisa da maragebis moculobis Sesaxeb monacemebi. gayidvebis personali ityobineba gadamyidvelebis reaqciisa da konkurentebis saqmianobebis Sesaxeb. marketingis departamenti iZleva informacias miznobrivi myidvelis demografiis, fsiqografiisa da Sesyidvis qcevis Sesaxeb. myidvelTa momsaxurebis ganyofileba agrovebs myidvelis kmayofilebasa da momsaxurebasTan dakavSirebuli problemebis nusxas. SesaZloa erTi departamentisaTvis Catarebulma kvlevam sxva departamentebi sasargeblo informaciiT uzrunvelyos. qveviT moyvanilia magaliTi, Tu rogor iyenebs kompania Sida monacemTa bazas ukeTesi marketinguli gadawyvetilebis misaRebad: kompania USAA finansuri momsaxurebiT uzrunvelyofs aSS-is samxedro Zalebis personalsa da maT ojaxebs. igi flobs monacemTa bazas, romelSic ganTavsebulia informacia momxmarebelTa Sesyidvebis istoriis Sesaxeb. informaciis sizustisTvis kompania regularulad ikvlevs Tavis 5 milion momxmarebels mTel msoflioSi. am
Sida monacemTa baza (Internal databases) kompaniis Sida wyaroebidan mopovebuli informaciis eleqtronuli sacavi.
finansuri momsaxurebis mimwodebeli USAA iyenebs Tavis didi moculobis bazas, raTa moargos marketinguli Zalisxmeva individualuri momxmareblebis specifikur saWiroebebs. amiT kompania Tavisi klientebis 96 procents inarCunebs.
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dros zustdeba maTi sacxovrebeli adgilis misamarTi, hyavT Tu ara bavSvebi (da Tu hyavT, ramdeni wlisani arian) da a.S. es monacemebi gamoyenebili iqneba marketinguli SeTavazebebis modifikaciisas, raTa isini momxmareblebis moTxovnilebebs metad Seesabamebodnen. magaliTad, Tu ojaxSi kolejis asakis bavSvebi arian, USAA am bavSvebs ugzavnis informacias, rogor unda isargeblon sakredito baraTebiT. Tu ojaxs ufro mcirewlovani bavSvebi hyavs, igi ugzavnis bukletebs ganaTlebis dafinansebis Sesaxeb. im momxmareblebisaTvis, romlebic pensiaze gasvlas elian, agzavnis informacias uZravi qonebis marTvis Sesaxeb. monacemTa bazis ostaturi gamoyenebiT USAA TiToeul momxmarebels individualurad emsaxureba, Sedegad ki umaRles erTgulebas imsaxurebs _ 8.6 miliardi dolaris Semosavlis mqone kompania sakuTari myidvelebis 97 procents inarCunebs.5 rogorc wesi, sxva informaciul wyaroebTan SedarebiT, Sida monacemTa baza xelmisawvdomia ufro swrafad da iafad. Tumca SesaZloa marketinguli gadawyvetilebebis misaRebad Sida monacemebi arasrulad an araswori formiT iyos warmodgenili. es ganpirobebulia imiT, rom, Tavis droze, es monacemebi sxva mizniT iyo Segrovebuli. magaliTad, gayidvebisa da xarjebis monacemebi, romlebsac buRalteria finansuri dokumentebis mosamzadeblad iyenebs, sxvadasxva segmentis momgebianobis Sefasebis dros ar gamodgeba, Tu misi gadaxaliseba ar moxda. garda amisa, monacemebi swrafad Zveldeba. mudmivad axali monacemebis Semcveli monacemTa bazis SenarCuneba sakmaod did Zalisxmevas saWiroebs. aseve, didi kompania uzarmazari moculobis informacias flobs da misi Tvalyuris devneba sakmaod rTulia. imisaTvis rom menejerebma monacemTa bazis informacia advilad moi povon da efeqturad gamoiyenon, igi kargad integrirebuli da advilad xelmisawvdomi unda iyos. marketinguli dazverva marketinguli dazvervis mizania strategiuli gadawyvetilebebis miRebis procesis gaumjobeseba, konkurentebis qmedebebis Tvalyuris devneba da Sefaseba, sabazro sivrceSi SesaZleblobebisa da safrTxeebis winaswar ganWvreta. konkurentebis Sesaxeb informaciis Segrovebis process sul ufro meti da meti kompania iyenebs. amisTvis gamoyenebuli teqnologiebi mravalferovania: dawyebuli konkurentebis internetgverdebis SeswavliT, savaWro Cvenebebze siaruliTa da TanamSromlebis gamokiTxviT, damTavrebuli konkurentebis produqciis benCmarkingiT. sakmaod didi moculobis informaciis Segroveba SesaZlebelia konkurenti kompaniis momsaxure personalisgan. ganvixiloT Semdegi magaliTi. metoqis soroSi jaSuSebi yovelTvis ukana kariT ar Sedian. zogjer isini mis samyofelSi ubralod Seabijeben da maspinZelic maT zrdilobianad xvdeba. bob ailingma, British Airways-is yofilma mTavarma aRmasrulebelma, Tavis Tavze aiRo jaSuSis misia. igi axlad gaxsnil EasyJet-s estumra... ailingi daukavSirda kompaniis damaarsebel stelios haji-ioanous da Sexvedraze SeuTanxmda. igi amtkicebda, rom moxibluli iyi berZeni mewarmiT, romelmac iaffasiani aviakompaniis formulis SemuSaveba SeZlo. jahi-ioanousi ara marto daTanxmda ailings Sexvedraze, aramed sakuTari biznesgegmac ki gaacno. [erTi wlis Semdeg British Airways-is] winsvlac daiwyo. es iyo EasyJet-is zusti asli. ìgive TviTmfrinavebi, igive pirdapiri bileTebi, meoradi aeroportis gamoyeneba da igive azri TviTmfrinavis bortze sauzmis SeTavazebis Sesaxeb. maT warmatebas miaRwies Cvengan moparuli biznesmodelis saSualebiT es, marTlac rom, efeqturi jaSuSoba iyo.~6 informaciis mopoveba kompanias SeuZlia mimwodeblebisagan, gadamyidvelebisagan da saboloo myidvelebisagan. konkurentebze dakvirvebis saSualebiT SesaZlebelia sasargeblo informaciis miReba. kompanias SeuZlia SeiZinos da Seamowmos konkurentis produqcia, Tvalyuri adevnos maTi vaWrobis dinamikas, Seamowmos sapatento biuroSi Sesuli axali monacemebi da moinaxulos maTi Senoba-nagebobebi. magaliTad, erT-erTi kompania regularulad amowmebda konkurenti maRaziis win mdebare avtosadgoms. Tu is savse iyo,
marketinguli dazverva (Marketing intelligence) marketingul garemoSi arsebuli konkurentebisa da miRwevebis Sesaxeb, sajarod gavrcelebuli, informaciis sistematuri Segroveba da analizi.
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es saqmisa da biznesis ayvavebis niSani iyo. zogierT kompanias Tavisi konkurentis narCenebic ki mouparavs. iuridiulad, narCenebi ganixileba, rogorc Senobis gareT darCenili mitovebuli sakuTreba. amgvari qmedebis dros amxiles Oracle-is TanamSromeli, romelic Microsoft-is nagvis did konteinerSi iqeqeboda. Microsoft-ma xmamaRali protesti gamoTqva, magram incidentis Semdgomi gamoZieba aRar gagrZelda. teqnikuri TvalsazrisiT, Cadenili qmedeba danaSaulad ar CaiTvala. arsebobs kidev erTi SemTxveva, rodesac Procter & Gamble-ma Tavisi metoqe Unilever-is `did konteinerSi Cayo cxviri~. maTi samizne Unilever-is Tmis movlis produqtebi iyo, romlebic P&G-s Pantene-sa da Head&Shoulder-s konkurencias uwevdnen. `sabolood, es qmedeba sakmaod warmatebuli aRmoCnda, aRniSnavs analitikosi, _ P&G-ma dawvrilebiTi informacia moi pova Unilever-is brendebis Sesaxeb~. rodesac P&G-is xelmZRvanelobam Seityo, ra meTodiT iyo mopovebuli informacia, maT saswrafod Sewyvites proeqti da sakuTari nebiT acnobes Unilever- Procter & Gamble-ma Tavisi metoqe Unilever-is `did konteinerSi Cayo s momxdaris Sesaxeb. P&G-ma ganacxada, rom cxviri~. rodesac P&G-is xelmZRvanelobam Seityo, Tu ra meTodiT maT konteinerze ganxorcielebulma ieriSma iyo mopovebuli informacia, maT saswrafod Sewyvites proeqti da `daarRvia Cveni biznespolitikis ZiriTadi sakuTari nebiT acnobes Unilever-s momxdaris Sesaxeb. kursi~.7 konkurentebs SeuZliaT moi povon dazver-viTi informacia yovelwliuri angariSebis, saqmiani gamocemebis, savaWro Cvenebebis, presrelizebis, reklamebisa da veb-gverdebis saSualebiT. aRmoCnda, rom konkurentebis Sesaxeb informaciis Sesagroveblad interneti erT-erTi yvelaze efeqturi saSualebaa. dRes Zalian bevri kompania myidvelebis, partniorebisa da mimwodeblebis misazidad didi moculobis detalur informacias ganaTavsebs veb-gverdebze.8 awarmoeT Tqveni metoqeebis veb-gverdebis aRricxva, raTa maTi produqciis seriis nebismieri ganaxleba an cvlileba SeamCnioT. ganaxorcieles Tu ara saitis xelaxali dizaini? Secvales Tu ara mizani? ra informacias gvawvdis saZiebeli grafa metoqis Sesaxeb? ra informacias gvawvdis presa maT Sesaxeb? maTi produqtebis sia? am da sxva kiTxvebze mogiwevT pasuxis gacema. `xSirad klientebi gaocebulni rCebian, ramdeni ramis gageba aris SesaZlebeli, _ ambobs konsultanti, _ isini TavianTi yoveldRiuri saqmianobiT arian dakavebulni da verc ki aanalizeben, ramdenad bevri informaciis mopoveba SeiZleba kompiuteris Rilakze TiTis ramdenjerme daWeriT.~ informaciis mopovebiT dainteresebul pirebs aseve SeuZliaT naxon aTasobiT onlainmonacemTa baza. zogierTi maTgani ufasoa. magaliTad, aSS-is fasiani qaRaldebisa da savaluto operaciebis komisiis onlainmonacemTa baza aerTianebs finansur informacias sajarod marTul kompaniebze (saaqcio sazogadoebebze), aSS-is sapatento biuros monacemTa bazaSi SesaZlebelia kompaniebis mier dapatentebuli sakiTxebis naxva. garkveul safasurad ki, kompaniebs SeuZliaT registracia internetSi arsebul 3000-ze met monacemTa bazaSi da informaciis saZiebo veb-gverdebze: Dialog, DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest da Dun & Bradstreets Online Access. kompaniebi konkurentebis mizandasaxuli marketinguli dazvervis mcdelobebis sawinaaRmdego zomebsac ki iReben. magaliTad, Uniliver-ma konkurentuli dazvervis sawinaaRmdego treningebi daiwyo. rogorc Unilever-is yofili TanamSromeli ambobs, `Cven miTiTebebs gvaZlevdnen rogorc informaciis dacvis, aseve konkurentebisagan misi mopovebis Sesaxeb. yovelTvis gvafrTxilebdnen, rom mogzaurobisas zedmeti arasdros gvelaparaka. . . imasac ki gveub-
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nebodnen, rom konkurentTa jaSuSi im kompaniis samarSruto taqsis mZRolic ki SeiZleboda aRmoCeniliyo, romlis momsaxurebiTac Cven vsargeblobdiT~. Unilever-i Sida usafrTxoebisaTvis moulodnel ASemowmebebsac awarmoebs. èrT-erT [Sida marketingul] konferenciaze specialurad daqiravebuli msaxiobi mivugzavneT Cvens TanamSromlebs. idea mdgomareobda imaSi, rom gvenaxa, vin daelaparakeboda mas? ramden xans gagrZeldeboda saubari? ramden xanSi mixvdeboda TanamSromeli, rom igi SesaZlo konkurenti kompaniis warmomadgeneli iyo? saerTod, ieWvebda Tu ara rames? yvelaferi imiT dasrulda, rom msaxiobi didi xnis ganmavlobaSi esaubreboda TanamSromelTa mTel koleqtivs~,9 ambobs kadrebis marTvis departamentis yofili ufrosi. marketinguli dazvervis xSiri gamoyeneba rig eTikur sakiTxebs wamowevs win. miuxedavad imisa, rom CamoTvlili teqnologiebis umetesoba kanonieria, zogierTis moraluroba SesaZloa eWvqveS dadges. cxadia, kompaniebma sajarod xelmisawvdomi informaciis upiratesobebiT unda isargeblon, magram TvalTvali mainc ganagrZon, Tumca yvelaferi eTikis normebis dacviT unda gaakeTon. marketinguli kvleva konkurentebisa da sabazro sivrcis Sesaxeb informaciis mopovebis garda, marketologebs xSirad garkveuli situaciebis formaluri Seswavla sWirdebaT. magaliTad, Sears-Tvis saWiroa imis codna, Tu ra iqneba misi korporaciuli sareklamo kampaniis yvelaze efeqturi gza; Toshiba dainteresebulia, icodes, ra kategoriis kompaniebi an pirovnebebi Seisyidian mis axal, uswrafes nouTbuqebs. aseT situaciebSi marketinguli dazverva ver SeZlebs saWiro informaciiT uzrunvelyofas. am SemTxvevebSi menejerebs marketinguli kvleva exmareba. marketinguli kvleva aris organizaciis specifikur marketingul situaciasTan dakavSirebuli monacemebis sistemuri Segroveba, analizi da moxsenebis momzadeba. marketinguli kvlevis gamoyenebis areali farToa: myidvelTa kmayofilebisa da Sesyidvis qcevis gageba, bazris potencialisa da sabazro wilis Sefaseba, faswarmoqmnis, sareklamo kampaniisa da distribuciis efeqturobis gazomva da a.S. zogierT did kompanias (Kraft-i, Citigroup-i) marketinguli kvlevis sakuTari departamenti gaaCnia. garda amisa, es kompaniebi garedan qiraoben specialistebs, romlebic menejerebTan erTad garkveul marketingul problemebze muSaoben. zogjer firmebi marketinguli kvlevebis Camtarebeli kompaniebisagan monacemebs, ubralod, Seisyidian, rac maT gadawyvetilebis miRebis procesSi exmareba. marketinguli kvlevis procesi oTx safexurs moicavs (ixileT suraTi 4.2): 1. marketinguli problemisa da kvlevis miznebis gansazRvra; 2. kvlevis gegmis Camoyalibeba; 3. kvlevis gegmis ganxorcieleba; 4. Sedegebis ganmarteba da angariSis wardgena. problemisa da kvlevis miznebis gansazRvra. marketingisa da marketinguli kvlevis specialistebis erToblivi mWidro TanamSromlobis Sedegia problemis gansazRvra da kvlevis miznebze SeTanxmeba. menejerma yvelaze kargad icis, ra informacia sWirdeba mas, xolo mkvlevari ki saukuTesod erkveva marketingul kvlevasTan dakavSirebul sakiTxebSi da icis, rogor SeiZleba aseTi informaciis mopoveba. xSirad, kvlevis procesis urTulesi safexuri problemisa da kvlevis miznebis gansazRvraa. menejerma SesaZloa icis, rom arsebobs raRac problema, magram ar icis am problemis gamomwvevi mizezi. magaliTad, New Coke-is SemTxvevaSi, Coca-Cola-m Tavisi problemis gamomwvevi mizezebidan mxolod erTze gaamaxvila yuradReba, rac misTvis katastrofuli aRmoCnda. sxva
marketinguli kvleva (Marketing research) organizaciis specifikur marketingul situaciasTan dakavSirebuli monacemebis sistemuri Segroveba, analizi da moxsenebis momzadeba.
s u r a T i 4.2
marketinguli kvlevis procesi
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magaliTSi Camofasebuli saqonliT movaWre kompaniis menejmentma naadrevi gadawyvetileba miiRo da vaWrobis Semcirebis mizezad mwiri reklama miiCnia, ris Sedegadac kvleva Caatares sareklamo kampaniis efeqturobis Sesaxeb. kvlevam aCvena, rom mimdinare reklama xalxs sworad miewodeboda da gzavnilic sworad iyo SerCeuli. realuri problema ki iyo is, rom maRazia ar uzrunvelyofda reklamaSi Sepirebul fasebs, produqtis arCevansa da momsaxurebas. problemis ufro gulmodgine gansazRvra Tavidan aacilebda arasaWiro kvlevasTan dakavSirebul xarjebs. mas Semdeg, rac problemis zusti gansazRvra moxdeba, yuradReba kvlevis miznebze unda gamaxvildes. marketinguli kvlevis proeqts SesaZloa sami saxis mizani hqondes. aRmoCeniTi kvlevis mizani aris winaswari monacemebis Segroveba, rac problemis gansazRvrisa da axali hi poTezebis SeTavazebis , aRweros iseTi sakiTxebi, saSualebas iZleva. aRweriTi kvlevis mizania, rogorebic aris bazris potenciali an momxmarebelTa produqtisadmi damokidebuleba. mizezSedegobrivi kvlevis mizani aris mizezsa da Sedegs Soris urTierTobis hopoTezebis Semowmeba. magaliTad, gamoiwvevs Tu ara kerZo kolejSi swavlebis safasuris 10%-iT Semcireba aplikantTa raodenobis proporciul zrdas? xSirad, menejerebi jer aRmoCeniT kvlevas atareben, Semdeg ki aRweriT an mizezSedegobrivs. problemis ganacxadi da kvlevis miznebi mTliani kvlevis process warmarTavs. es ganacxadi werilobiT unda damowmdes, rac kvlevis miznebze SeTanxmebulobaze miuTiTebs. kvlevis gegmis Camoyalibeba. mas Semdeg, rac gansazRvrulia problemebi da miznebi, mkvlevarebma zustad unda icodnen, Tu ra informacia aris saWiro, Seadginon misi Segrovebis efeqturi gegma da es gegma xelmZRvanelobas warudginon. kvlevis gegma gansazRvravs arsebuli monacemebis wyaroebs da aRniSnavs kvlevis garkveul midgomebs, meTodebs, SerCevis gegmebsa da im saSualebebs, romlebsac mkvlevarebi axali monacemebis SegrovebisaTvis gamoiyeneben. kvlevis miznidan gamomdinare xdeba garkveuli informaciis saWiroebis dadgena. magaliTad, davuSvaT, Cambell-s surs, gaigos, ra reaqcia eqneba wvnianis momxmarebels axali, Tasis formis konteinerze. konteineri mis sxva produqtebSic gvxvdeba da sakmao warmatebiTac sargeblobs. axali produqti ufro Zviri eRireba, magram momxmarebels saSualeba eqneba, igi mikrotalRovan RumelSi Sedgas da Semdeg wvniani pirdapir iqidan miirTvas. es kvleva Semdegi saxis informaciis moZiebas moiTxovs:
aRmoCeniTi kvleva (Exploratory research) marketinguli kvleva, romlis mizania winaswari monacemebis Segroveba, rac problemis gansazRvrisa da axali hi poTezebis SeTavazebis saSualebas iZleva.
aRweriTi kvleva (Descriptive research) marketinguli kvleva, romlis mizania, ukeTesad aRweros marketinguli problemebi, situaciebi an bazrebi.
mizezSedegobrivi kvleva (Causal research) marketinguli kvleva, romlis mizania mizezsa da Sedegs Soris urTierTobis hipoTezebis Semowmeba.
wvnianis momxmareblebis demografiuli, ekonomikuri da cxovrebis stilis maxasiaTeblebi (saqmiani wyvilisaTvis, albaT, xelsayrelia axali SesafuTi Tasis SeZena, Tundac ufro met fasad; bavSvian ojaxebs ki urCevniaT, naklebi gadaixadon da meti WurWeli garecxon). wvnianis moxmarebasTan dakavSirebuli sakiTxebi: sad, rodis da ra raodenobis wvnians miirTmeven (axali SefuTva idealurad moergeba mozardebs, romlebic dRis ganmavlobaSi ubralo waxemsebiT kmayofildebian, magram naklebad mosaxerxebelia im mSoblebisaTvis, romlebic tradiciul sadils marTaven). sacalo movaWreTa reaqcia axal SefuTvaze (sacalo movaWreTa mxardaWeris ararseboba axali SefuTvis warmatebas zians miayenebs). momxmarebelTa damokidebuleba axali SefuTvisadmi (miiReben Tu ara momxmareblebi axal SefuTvas?) orive, rogorc axali, aseve Zveli, SefuTviT produqtis gayidvebis prognozireba (gazrdis Tu ara axali SefuTva Cambell-is mogebas?)
axali SefuTvis wardgenamde Cambell-is menejerebi unda flobdnen am da sxva saxis informacias. kvlevis gegma werilobiT unda Camoyalibdes. es gansakuTrebiT mniSvnelovania maSin, rodesac kvlevis proeqti kompleqsuri xasiaTisa da didi moculobisaa. an rodesac mas sxva kompania axorcielebs. SeTavazeba unda moicavdes menejmentis mier aRniSnul problemebsa da kvlevis dasaxul
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meoreuli monacemebi (Secondary data) informacia, romelic ukve arsebobs da Segrovebulia sxva miznebisaTvis. pirveladi monacemebi (Primary data) informacia, romelsac mocemuli miznisaTvis agroveben.
miznebs, mosapovebel informaciasa da gzebs. SeTavazebaSi aseve aRniSnuli unda iyos kvlevis xarjebi. imisaTvis rom menejerebisaTvis saWiro informaciis Segroveba moxdes, SesaZloa gamoyenebul iqnas meoreuli monacemebi, pirveladi monacemebi, an orive erTad. meoreuli monacemebi aris informacia, romelic ukve arsebobs da Segrovebulia sxva miznebisaTvis. pirveladi monacemebi aris informacia, romelsac mocemuli miznisaTvis agroveben.
meoreuli monacemebis Segroveba. Tavidan, mizanSewonilia meoreuli monacemebis SegrovebiT dawyeba. amisaTvis sasargeblo wyaros kompaniis Sida monacemTa baza warmoadgens, Tumca kompaniis gareT arsebobs informaciuli wyaroebis farTo arCevani (cxrili 4.1). kompaniebs SeuZliaT Seisyidon meoreuli monacemebi.10 magaliTad, kompania onlainmonacemTa Information Resources Inc. yidis supermarketebSi Sesyiduli saqonlis skanirebis baza (Online databases) monacemebs. am monacemebis saSualebiT SesaZlebelia aSS-is 55000 ojaxis informaciis kompiSesyidvebis sixSiris, brendis erTgulebisa da myidvelis demografiuli uteruli wyaroebi, monacemebis Sefaseba. kompania Yankelovich and Partners-i yidis informacias romlebic xelmisawvmniSvnelovani socialuri da cxovrebis stilis tendenciebis Sesaxeb. aseT domia komerciuli firmebs gaaCniaT maRali xarisxis monacemebi, romlebic mravali marketinguli onlain saSualebekvlevis miznebs saWiro informaciiT uzrunvelyofs. biT an internetiT. komerciuli, onlainmonacemTa bazis gamoyenebac aris SesaZlebeli. CompuServe-ma, Dialog-ma da LEXIS-NEXIS-ma marketologebs warmoudgeneli moculobis informacia pirdapir `cxvirwin~ ganuTavsa. komerciuli veb-gverdebis garda, TiTqmis yvela biznesasociacia, samTavrobo saagento, biznespublikacia da sainformacio saSualebebi ufaso informacias sTavazoben sazogadoebas. dResdReobiT, monacemebs imdenad bevri veb-gverdi awvdis, rom maT Soris Sesaferisis povna Zalian Znelia. meoreuli monacemebis mopoveba ufro nakleb drosa da xarjebs moiTxovs, vidre pirveladis. magaliTad, Campbell-is SemTxvevaSi, saWiro monacemebis mopoveba internetisa da onlain monacemTa bazis saZieblis saSualebiT ufro swrafad da mcire danaxarjebiT moxdeba. pirveladi monacemebis Sesagroveblad ki saWiroa Tveebi da aTasobiT dolari. agreTve, xandaxan meoreuli wyaroebiT xdeba iseTi saxis monacemebiT uzrunvelyofa, romelTa Segroveba erTi kompaniisaTvis sakuTari saxsrebiT SeuZlebelia. magaliTad, Cembell-Tvis sakmaod did TanxebTan iqneba dakavSirebuli sacalo maRaziis grZelvadiani auditis marTva, raTa gaarkvios konkurentebis sabazro wili, fasebi da brendis maCveneblebi. magram mas SeuZlia Information Resources Inc.-gan InfoScan-is mier mopovebuli monacemebi Seisyidos. meoreul monacemebSi SesaZloa saWiro informacia, ubralod, ar arsebobdes meoreuli wyaroebi iSviaTad uzrunvelyofen mkvlevarebs maTTvis saWiro yvela monacemiT. magaliTad, Tu Cambell-i bazarze wvnians axali SefuTviT ar ganaTavsebs, igi momxmareblis reaqciis Sesaxeb informacias ver moi povebs. im SemTxvevaSic, Tu monacemebs moiZieben, SesaZloa ver gamoiyenon. mkvlevarebma dakvirvebiT unda Seafason meoreuli monacemebi, raTa darwmundnen mis SesatyvisobaSi (ramdenad Tanxvdeba proeqtis onlainmonacemTa bazis iseTma momsaxurebam, rogoric saWiroebebs), sizusteSi (saimedod Segrovebuli aris Dialog-i, marketologebs warmoudgeneli moculobis da aRricxuli), siaxleSi (sakmarisad ganaxlebuinformacia pirdapir `cxvirwin~ ganuTavsa. Dialog-ma ìnlia Tu ara) da miukerZoeblobaSi (obieqturad formacia, romelic Secvlis an mTlianad msoflios, an Segrovebuli da aRricxuli). kerZod Tqvens garemos~, Tqvens TiTebTan ganaTavsa.
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cxrili 4.1
SerCeuli kompaniis gareT arsebuli sainformacio wyaroebi
biznes monacemebi: AC Nielsen korporacia (www.acnielsen.com) uzrunvelyofs supermarketebis skanerebis mier aRricxul monacemebs gayidvebis, bazris wilisa da sacalo vaWrobis fasebis Sesaxeb; saojaxo Sesyidvebis monacemebi; monacemebi satelevizio mayureblebis Sesaxeb. Information Resources Inc. (www.infores.com) uzrunvelyofs supermarketis skaneris monacemebs sasursaTo produqtebis moZraobisa da axali produqtebis Sesyidvis Sesaxeb. Arbitron (www.arbitron.com) uzrunvelyofs informacias adgilobriv bazrebze da internetradios msmenelebsa da sareklamo xarjebze. NDC Health Information Service (www.ncdhealth/com) uzrunvelyofs informacias medikamentebis, laboratoriuli nivTebisa da individualuri zrunvis produqtebis Sesaxeb. Simmons Market Research Bureau (www.smrb.com) uzrunvelyofs SerCeul bazrebze produqciis 400 kategoriis momxmarebelTa qcevis analizs. Dun & Bradstreet (www.dnb.com) monacemTa baza, romelic moicavs informacias msoflioSi 50 milionze meti individualuri kompaniis Sesaxeb. Media Metrix (www.mediametrix.com) msoflioSi arsebuli internetisa da cifruli mediis momxmarebelTa geodemografiuli analizi. Dialog (http://library.dialog.com) sTavazobs ABI/INFORM-is xelmisawvdomobas. monacemTa baza, romelic moicavs samecniero naSromebs 800-ze meti samecniero Jurnalidan. LEXIS-NEXIS (www.lexis-nexis.com) statiebi biznesis, momxmareblebis qcevisa da marketinguli publikaciebidan, amasTan erTad, firmebis, industriebis, tendenciebisa da teqnologiebis Tvalyuris devneba. CompuServe (www.compuserve.com) uzrunvelyofs biznes da samomxmareblo bazrebis demografiis, samTavrobo moxsenebebisa da patentis Canawerebis, agreTve, sagazeTo statiebisa da kvlevis angariSebis monacemTa bazebis xelmisawvdomobas. Dow Jones Interactive (www.djinteractive.com) aqcioneruli da kerZo kompaniebis Sesaxeb detaluri finansuri, istoriuli da saeqspluatacio informacia. Hoover's Online (www.hoovers.com) uzrunvelyofs biznesis daxasiaTebebs, zogad monacemebs finansuri mdgomareobis Sesaxeb da msoflios msxvil kompaniebTan dakavSirebul siaxleebs. CNN (www.cnn.com) aSS-sa da msoflio siaxleebi. American Demographics (www.americandemographics.com) uzrunvelyofs informacias aSS-Si arsebuli demografiuli tendenciebis Sesaxeb. samTavrobo monacemebi: fasiani qaRaldebisa da savaluto operaciebis komisiis Edgar-is monacemTa baza (www.sec.gov) monacemTa baza aSSis korporaciebis Sesaxeb. mcire biznesis administracia (www.sba.com) informacia mcire biznesmenTaTvis. federaluri vaWrobis komisia (www.ftc.com) momxmarebelTa dacvasa da monopoliur kanonebTan dakavSirebuli instruqciebi da gadawyvetilebebi. Stat-USA (www.stat-usa.gov) asaxavs aSS-is biznesisa da saerTaSoriso vaWrobis statistikas. U.S.Census (www.census.gov) aSS-is mosaxleobis detaluri statistikuri monacemebi da tendenciebi. aSS-is patentisa da savaWro markebis ofisi (www.uspto.gov) informacia savaWro markebisa da patentebis Sesaxeb. internetmonacemebi: Cyber Atlas (hptt://cyberatlas.internet.com) informacia internetisa da misi momxmareblebis Sesaxeb, momxmareblebidan elkomerciamde. Interactive Advertising Bureau (www.iab.net) statistikuri monacemebi internetreklamirebis Sesaxeb. Jupiter Research (www.jupiterresearch.com) veb-moZraobis kontroli da yvelaze popularuli saitebis klasifikacia.
pirveladi monacemebis Segroveba. kvlevis dasawyebad meoreuli monacemebiT xelmZRvanelobas kargi Sedegi moaqvs da xSirad misi saSualebiT xdeba problemis sabolood identificireba da miznebis gansazRvra. rogorc meoreuli monacemebis SemTxvevaSi, aseve pirveladi monacemebis Segrovebis dros monacemebi unda iyos Sesatyvisi, zusti, axali da miukerZoebeli. cxrili 4.2 gviCvenebs, rom pirveladi monacemebis Segrovebis dros Semdegi gadawyvetile-
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kvlevis saxeoba dakvirveba gamokiTxva eqsperimenti
pirveladi monacemebis Segrovebis dagegmva

dakavSirebis meTodebi fostiT telefoniT pirispir internetiT SerCevis gegma amonakrebis erTeuli amonakrebis zoma SerCevis procedura kvlevis saSualebebi kiTxvari meqanikuri instrumentebi
bebis miReba xdeba kvlevis saxeobis, dakavSirebis meTodis, SerCevis gegmisa da kvlevis saSualebebis Sesaxeb. kvlevis saxeoba. pirveladi monacemebis Segrovebis kvlevis saxeobebi aris dakvirveba, gamokiTxva da eqsperimenti. dakvirvebis dros xdeba pirveladi monacemebis mopoveba Sesabamis xalxze, qmedebebsa da situaciebze dakvirvebiT. magaliTad, SefuTuli samomxmareblo saqonlis marketologi SesaZloa ewvios supermarkets da daakvirdes maRaziebSi moxetiale myidvelebs Tu rogor eZeben TavianTTvis saWiro saqonels, rogor amowmeben SefuTvas, ras akvirdebian saqonlis SerCevisas da rogor iReben SeZenis gadawyvetilebas. banki axali filialis gaxsnisas im arealSi akvirdeba SesaZlo adgilebs da mdgomareobas, afasebs transportis moZraobasa da konkurenti bankebis filialebis arsebobas. Fisher-Price-ma laboratoriac ki daaarsa, sadac axal saTamaSoebze patara bavSvebis reaqcias akvirdebian. Fisher-Price-is saTamaSoebis gamosacdeli laboratoria aris mziani, mimofantuli saTamaSoebiT savse garemo, sadac 1961 wlidan iRbliani bavSvebi Fisher-Price-is saTamaSoebis sacdel modelebs amowmeben. dRes sami biWi da sami gogo, yvela oTxi wlis asakis, miiCqaris Sesasvlelisken. ori biWi mSvidad, magram sakmaod mtkiced, eqaCeba axali, distanciuri marTvis manqanas uaxles produqts. gogonebi ki srialeben, raTa gaCerdnen patara Tojinebis saxlTan. calmxrivad daburuli minis miRma ki saTamaSoebis dizainerebi yuradRebiT Seiswavlian bavSvebis moZraobebs, xandaxan gamodian da maTTan erTad TamaSoben kidec. laboratoriaSi saTamaSoebis Seqmna da (Semowmebulis) ganadgureba harmoniulad erwymis erTmaneTs. am bavSvebTan erTad rvakviriani ganxilvis Sedegad dizainerebi aTobiT saTamaSos amowmeben da mouxerxebel modelebs iwuneben. amis Semdeg, Sedegebis gadasinjvis Sedegad, am saTamaSoebidan bavSvebisaTvis yvelaze misaRebi amoirCeva.11
dakvirveba (Observational research) kvlevis saxeoba, romlis drosac pirveladi monacemebis mopoveba xdeba Sesatyvis xalxze, qmedebebsa da situaciebze dakvirvebiT.
dakvirveba: Fisher-Price-ma Seqmna saTamaSoebis gamosacdeli laboratoria, sadac mas SeuZlia daakvirdes patara bavSvebis reaqciebs axal saTamaSoebze.
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dResdReobiT, bevri kompania iyenebs eTnografiul kvlevas, rac mkvlevaris mier momxmareblebisTvis maTsave `bunebriv garemoSi~ dakvirvebas gulisxmobs. mkvlevarebi momxmarebels axlodan akvirdebian, raTa Seiswavlon, rogor iyeneben da ras fiqroben isini gansazRvrul produqtsa Tu momsaxurebaze. ganvixiloT Semdegi magaliTi. oTxi wlis win, Sunbeam-s surda Tavisi Coleman-is brendis (kompania cnobilia misTvis damaxasiaTebeli muqi mwvane SefuTuli farnebiTa da wiTeli macivrebiT) gafarToeba gazze momuSave mayalis gamoSvebiT. magram kompaniis menejmenti ver wyvetda, Tu rogori dizainiT daemzadebinaT da bazris ra pozicia daekavebinaT. saaTobiT Catarebuli fokus-jgufebisa da auracxeli kvlevis Sedegad miRebuli monacemebi TiTqos sakmarisi ar iyo. `Cven vicodiT, rom Zalian bevr adamians uyvarda mayalze Semwvari xorci, gansakuTrebiT ki kacebs, _ ambobs Sunbeam-is marketologi, _ magram isini (momxmareblebi) am siyvarulis mizezs ver xsnidnen.~ Sunbeam-is menejmentma daxmarebisaTvis eTnografiul kvlevas mimarTa. mkvlevarebma moimarjves kamerebi da am produqtis moxmarebis adgilisken gaeSurnen. es ki saxlis ukana ezo aRmoCnda, sadac mayali dgas da madis aRmZvreli mwvadebi iwveba. mayalis garSemo Sekrebil biWebze dakvirvebam da maTi laparakis mosmenam gundi sabolood swor gzaze daayena: mayalis mTavari datvirTva mxolod hamburgeris an hoT-dogis momzadeba ar aris. is aris ojaxis Sekrebis `Tbili~ adgili. Sesabamisad, Coleman-is mayalis dizaini da stimulireba ise SeirCa, rom potenciur myidvelebSi ojaxis nostalgia gamoewvia. kompaniam grilis pozicionireba moaxdina, rogorc `gantvirTvis rituali, rodesac xorcis Sewva aris scena~, romelic ùkana ezos oazisSi~ xdeba. Coleman-is mayalma gayidvaSi gatanis pirvelive wels kompanias 50 milioni dolaris Semosavali moutana. Sunbeam-is istoriaSi produqciis es seria erT-erT yvelaze warmatebul nabijad iqca.12 xSirad, eTnografiuli kvleva iseTi saxis farul detalebs avlens, romlebic tradiciuli fokus-jgufebisaTvis SeumCnevelia. momxmarebelTa Sesyidvis qcevis ufro Rrmad gansaWvretad erT-erTma kompaniam sacalo maRazia Seqmna, romelic eTnografiuli kvlevebis laboratoriis funqcias atarebs (ix. marketingi muSaobis procesSi 4.1). bevri kompaniis mier informaciis Segroveba meqanikuri dakvirvebiT xdeba, rac danadgarebisa da kompiuterebis saSualebiT xorcieldeba. magaliTad, Nielsen-is mediakvlevisas SerCeul saxlebSi, televizorebTan ayenebs mayureblis sazoms (people meter), raTa Caiweros, vin romel programas uyurebs. sxva kompaniebi salaros angariSsworebis skaners iyeneben, raTa myidvelTa SenaZenebi aRricxon. am monacemebis safuZvelze ki mwarmoeblebi da sacalod movaWreebi afaseben gayidvebisa da TiToeuli maRaziis muSaobis maCveneblebs. kompania MediaMetrix-i personalur kompiuterebze specialur programas ayenebs, romelic momxmareblis mier nanax veb-gverdebs aRricxavs. amis safuZvelze ki qveyndeba yvelaze reitinguli veb-gverdebis nusxa. dakvirvebiTi kvlevis saSualebiT SesaZlebelia iseTi informaciis mopoveba, romlis gadmocema momxmarebels an ar surs, an ar SeuZlia. zogierT SemTxvevaSi, dakvirveba SesaZloa erTaderTi gza iyos saWiro informaciis mosapoveblad. da piriqiT, zogjer rameze dakvirvebis warmoeba ubralod SeuZlebelia, magaliTad, grZnobebze, damokidebulebaze, motivebsa da kerZo qcevaze. aseve rTulia xangrZlivi da iSviaTi qcevis Seswavlac. aseTi dabrkolebebis gamo mkvlevarebi, dakvirvebasTan erTad, monacemTa Segrovebis sxva meTodebsac iyeneben. gamokiTxva aris pirveladi monacemebis SegrovebisaTvis yvelaze farTod gamoyenebadi meTodi. igi aRweriTi kvlevisTvis monacemebis Sesagroveblad saukeTeso midgomaa. kompanias, romelsac surs, Seityos xalxis codnis, damokidebulebebis, upiratesobebis an Sesyidvis qcevis Sesaxeb, amis garkveva xSirad pirdapiri gamokiTxvebis saSualebiT SeuZlia. zogierTi firma marketologebs erTwyaroiani monacemTa sistemis saSualebiT Sesyidvaze ufro amomwuravi informaciiT uzrunvelyofs. es sistemebi iwyeba momxmarebelTa panelebis (frTxilad SerCeul momxmarebelTa
gamokiTxva (Survey research) monacemebis Segroveba mosaxleobis gamokiTxviT maTi codnis, damokidebulebebis, upiratesobebisa da Sesyidvis qcevis Sesaxeb. erTwyaroiani monacemTa sistema (Single-source data systems) monitoringis eleqtronuli sistema, romelic momxmareblis reaqcias satelevizio reklamasa da stimulirebaze (gamovlenili e.w. satelevizio mricxvelebiT) akavSirebs maT mier maRaziebSi ganxorcielebul SesyidvebTan (romlebic ganisazRvreba maRaziebSi ganTavsebuli sakaso skanerebis CvenebebiT).
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4.1
sacalo movaWre OnceFamous-i: momxmareblebze dakvirveba maTTvis Cveul garemoSi
maSin rodesac kamerebi moZraobas afiqsireben, mikrofonebi TiToeul sityvas iWeren. yvela kunWulSi mokalaTebuli damkvirveblebi TiToeul moZraobas iweren. es ra, kinoakademiis dajildoebis wina proceduraa Tu samefo ojaxze paparacebis TvalTvali? ara, es yovelive sacalo vaWrobis maRazia OnceFamous-Si xdeba da damkvirveblebi da mikrofonebi momxmareblebisA SeswavliT arian dakavebulni. OnceFamous-i aris unikaluri eTnografiuli laboratoria, sadac momxmarebelTa qcevis Seswavla bunebriv garemoSi xdeba. miuxedavad imisa, rom misi dizaini Cveulebrivi sacalo maRaziisaTvis damaxasiaTebelia, igi nebismier gansazRvrebas imsaxurebs, garda Cveulebrivisa. maRazia OnceFamous-Si monawileebze Tvalyuris devneba yvela kuTxidan xorcieldeba. maSin, rodesac gamyidvelebi potenciur myidvels esaubrebian, eTnografebi Seminuli sarkeebidan maTze dakvirvebas awarmoeben. maRaziis TanamSromlebi rogorc oTaxebSi, aseve minis miRma Seiswavlian momxmarebelTa kaprizebs, maRaziaSi xetialsa da Sesyidvis qcevebs. maRaziaSi monawileebs xuTi kamera adevnebs Tvalyurs afiqsirebs maT Rimilian Tu moRuSul saxeebs. damaluli, sensoruli mikrofonebi iweren TiToeul gamoTqmas, myidvelebis gamyidvelebisadmi dasmul SekiTxvebs, megobrebTan gakeTebul ukmayofilo komentarebs da a.S. mogvianebiT ki mkvlevarebi naxuloben firs da TiToeuli myidvelis qcevas aanalizeben. miuxedavad imisa, rom yovelive es momxmareblis piraduli samyaros xelyofas hgavs, aq ar dgas ùfrosi Zmis~ problema (ùfrosi Zma~ _ pirovneba, romelic xalxis gakontrolebas cdilobs). maRaziaSi SesamCnev adgilas ganTavsebuli ganaTeba myidvelebs atyobinebs, rom maRazia `sacdel mdgomareobaSi~ imyofeba. iseTi myidvelebisaTvis ki, romlebsac ara aqvT survili, gaxdnen dakvirvebis sagani, damatebiTi niSania ganTavsebuli warweriT _ `gTxovT, gvewvioT am niSnis moxsnis Semdeg~. es 2003 kvadratul futze gadaSlili sacalo maRazia mineapolisSi ganTavsebuli sareklamo saagento Fame-is nawarmia. 2001 wlis bolos qalaqis biznescentris gadatvirTul samanqano estakadaze Fame-ma unikaluri kvleviTi laboratoria gaxsna. ucnauri baliSebiTa da xelnakeTi nivTebiT daxunZluli maRazia sxvadasxva kategoriis myidvelis yuradRebas iq-
myidvelebze dakvirveba maTTvis Cveul garemoSi: OnceFamous-i aris sacalo maRazia, romelic momxmareblis qcevis ukeT ganWvretisaTvis eTnografiuli laboratoriis rols asrulebs.
jgufebi, romlebmac mimdinare kvlevaSi monawileobaze Tanxmoba ganacxades) gamokiTxviT. Semdeg gamokiTxuli momxmareblebis Sesyidvis procesisa da sxvadasxva marketinguli saqmianobis eleqtronuli kontroli xorcieldeba. gamokiTxvisa da monitoringis mier miRebuli monacemebis SerwymiT ukeTesi warmodgena uyalibdeba kompanias momxmareblis niSan-Tvisebebze, damokidebulebebsa da Sesyidvis qcevaze. gamokiTxvis mTavari upiratesoba moqnilobaa misi gamoyeneba SesaZ-lebelia bevr sxvadasxva situaciaSi da bevri sxvadasxva saxis informaciis mosa-
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cevs. maRaziis Cveulebriv inventarTan erTad, aq aris sacdeli produqtebis cvalebadi asortimenti, dawyebuli ornamentebidan, damTavrebuli Cvilis sasacilo sportuli tansacmliT. rodesac saqme exeba momxmarebelTa kvlevas, OnceFamous-i uaryofs sterilur, xelovnur oTaxebs, romlebic azrTa kvlevis dros gamoiyeneboda. piriqiT, OnceFamous-is mkvlevarebi myidvelebs maTTvis bunebriv garemoSi akvirdebian. faqtobrivad, OnceFamous-i sxva maRaziebis msgavsad funqcionirebs igi mudmivad `sacdel mdgomareobaSi~ ar imyofeba da gayidvebidan Semosavalsac ki iRebs. xSirad, aseTi eTnografiuli kvlevebis dros iseTi aRmoCenebi keTdeba, romelTa gamovlenasac tradiciuli gamokiTxva an fokus-jgufi ver axerxebs. Fame-sa da mis klientebs es maRazia exmareba, gaigon fenomeni, rasac myidveli hqvia. zogadad, sacalo movaWreebma ician, Taroebze ra produqcia aqvT ganTavsebuli da ra eyidebaT. magram maT naklebad esmiT iseTi idumali, xSirad aramyari yidvis procesisa, romelic Taros salarosTan akavSirebs. ra mizeziT aSterdeba myidveli erT Taros, xolo mis gverdiT mdgars ki Tvalsac ar Seavlebs. ra aiZulebs adamians, xelSi aiRos produqti, Seamowmos igi, ukan dados da wavides, mogvianebiT dabrundes, kvlav aiRos xelSi da bolos iyidos igi? ra gavlenas axdens yidvis gadawyvetilebaze megobris, meuRlis an gamyidveli personalis Tuneblie an gamiznuli komentari? Fame-is mier Segrovebuli video da audiomonacemebi marketlogebs exmareba, momxmareblis Sesaxeb odnav ufro meti Seityon. gaigon, Tu ra zegavlenas axdens masze sacalo maRaziaSi sensoruli da socialuri miniSnebebis siuxve. `Sesyidvis oTxmocdaaTi procenti impulszea gaTvlili, _ acxadebs jeri questi, Fame-is strategiuli ganviTarebis vice-prezidenti, _ gadawyvetilebis miRebisas Cven, marTlac, axlos vdgavarT myidvelTan. OnceFamous-is maRaziaSi TiToeuli produqtis ganTavsebis xarji 40 000dan 200 000 dolaramde meryeobs. miuxedavad imisa, rom OnceFamous-i
saxlis avejisa da saCuqrebis butikia, sul raRac ramdenime dReSi mas sxva kategoriis produqtebis maRaziad gadaqceva SeuZlia. OnceFamous-is eqsperimentebma saintereso detalebi gamoaaSkarava imis Sesaxeb, Tu rogor dadis xalxi sayidlebze, magaliTad, gansxvaveba qalisa da mamakacis yidvis midgomebs Soris. `rodesac qali poulobs imas, rac moswons, igi mas aTvalierebs, _ ambobs questi, _ mamakaci ki imas uyurebs, rogor aris igi damzadebuli da rogoria misi konstruqcia. mamakaci dgas da am sagans akvirdeba, magram qali ver iTmens da saqonels xelSi atrialebs. aseTi sxvaoba ukavSirdeba bavSvobis gamocdilebas. xSirad dedebi eubnebian TavianT vaJebs, rom sayidlebze siarulis dros Tavi unda Seikavon da xelebi gaaCeron. Sedegad ki, ukve zrdasrul asakSi, mamakacebi gulwrfeli SeTavazebis gareSe arcTu xSirad iReben saqonels xelSi. qaliSvilebi ki, romlebic sayidlebze dedebTan erTad dadian, piriqiT, produqts, dedebis msgavsad, misi Semowmebis Sedegad afaseben. am Sedegebis gaTvaliswinebiT, bevri maRazia cdilobs, qalsa da mamakacs sxvadasxvagvarad moemsaxuros. iseTi maRaziebi, rogorebic aris Brookstone da Sharper Image, romlebic ZiriTadad mamakacebze arian orientirebuli, produqtis dizainisa da konstruqciis Sesaxeb detalur informacias uzrunvelyofen. maT ganTavsebuli aqvT maniSneblebi, sadac myidvels sTxoven, TiTi daaWiron Rilaks, Seamowmon produqtis garkveuli funqcia da dasvan SekiTxvebi. amis sapirispirod ki, Pottery Barn-i qalebis farTo sazogadoebisTvis Tavis produqcias mimzidvel iers aniWebs. myidvels saSualebas aZlevs, produqtebi sakuTar saxlSi ganlagebuli warmoidginos, ufro axlodan Seamowmos da aRmoaCinos, risi `Tqma~ SeuZliaT maT. erT-erTi kvlevisas aRmoCnda, rom myidveli Zlier reagirebs ferebze. Once Famous-is mkvlevarebma Caatares eqsperimenti, ganaxorcieles sami calkeuli gayidva, samiveSi figurirebda erTnairi saqoneli da erTnairi aRniSvnebi. maT Soris erTaderTi gansx-
vaveba iyo feri. lurji da mwvane aRniSvnebis mqone saqonelma marcxi ganicada, maSin rodesac wiTeli aRniSvnebis mqonem myidveli miizida. daskvna? myidvelisaTvis civi ferebi, maT Soris lurji da mwvane, maRal fasTan asocirdeba, xolo Tbili ferebi, rogorebic aris wiTeli da yviTeli _ dabal fasebTan. myidveli imdenad did yuradRebas aqcevs Tbil ferebs, rom maRaziis siRrmeSi ganlagebuli wiTeli an yviTeli aRniSvnebi myidvels izidavs. erT-erTi sacalo movaWre ganicdida, rom maRaziaSi Sesuli myidveli marjvniv wasvlis nacvlad marcxniv iRebda gezs. zogadad, kvlevebi aCvenebs, rom 10 myidvelidan 9 maRaziaSi Sesvlisas marjvniv uxvevs. OnceFamousma Caatara cda da maRaziis marcxena mxares ganaTavsa buxari. aRmoCnda, rom buxris gamo 10 myidvelidan 8 marcxniv gaemarTa. SesaZloa OnceFamous-i aris kvlevis aseTi saxeobis pirveli laboratoria, magram igi sulac ar aris ukanaskneli. analitikosebi varaudoben, rom aseTi detaluri `sacalo eTnografiuli~ laboratoriebis ricxvi gaizrdeba, radgan sacalo maRaziebis samyaro sul ufro konkurentuli xdeba. momxmareblis qcevis ganWvretis moTxovnilebis SesanarCuneblad Fame gegmavs erTi analogiuri sacalo maRaziis gaxsnas.
wyaroebi: keila kokmani, The Company Store, 5 ivlisi, 2002, ixileT saitze www.citypages.com/databank/23/1122/ statia 10444, asp; erik bardi, Going Retail with Market Research, Wired News, 8 agvisto, 2002, p.1; brus horovici, Shop, Youre in Candid Camera, USA Today., 5 noemberi, 2002, p.1B; timoTi handersoni, Shopping Guinea Pigs, Stores, 2002 wlis dekemberi, ixileT saitze www.stores.org/ archieves/archieves02.html; Little Shop of Habits, NACS (National Association of Convenience Stores) Online, 8 noemberi, 2002; stefani saimoni, Shopping with Big Brother, Los Angeles Times, 2 maisi, 2002, ixileT www.chikagotribune.com/tecnology/chi-02502 shopping.story; informacia Segrovebulia www.fameretail.com saitis saSualebiT, agvisto 2003; da Fame-is prezidentsa da mTavar kreatiul oficer Tina vilkoqsTan gasaubrebis Sedegad.
poveblad. Tumca gamokiTxva garkveul problemebTanac aris dakavSirebuli. zogjer respondentebi dasmul kiTxvebs ver pasuxoben, radgan ar axsovT an arasdros dafiqrebulan imaze, ras an ratom akeTeben. adamianebma SesaZloa ar isurvon maTTvis ucnob adamianTan gasaubreba an, maTi azriT, piradul kiTxvebze pasuxis gacema. imisaTvis, rom ufro Wkviani da informirebuli adamianis STabeWdileba datovon, respondentebma SesaZloa iseT kiTvebsac ki upasuxon romlebzedac pasuxi ar ician an interviuerisaTvis sasurveli pasuxebi gascen. dabolos, saqmianma adamianebma SesaZloa dro ar dakargon an
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eqsperimentuli kvleva (Experimental research) kvlevis saxeoba, romelic moicavs: kvlevis mizanTan Sesatyvisi saeqsperimento jgufebis SerCevas, maTze sxvadasxvanair zemoqmedebas, umniSvnelo faqtorebis kontrolsa da jgufebis sapasuxo reaqciebis Sefasebas.
es gamokiTxva piradi samyaros xelyofad miiCnion. maSin rodesac dakvirveba aRmoCeniTi kvlevis, xolo gamokiTxva ki aRweriTi kvlevis warmoebis saukeTeso saSualebaa, eqsperimentis gamoyeneba saukeTesoa mizezSedegobrivi kvlevis dros. eqsperimenti moicavs: kvlevis mizanTan Sesatyvisi saeqsperimento jgufebis SerCevas, maTze sxvadasxvanair zemoqmedebas, umniSvnelo faqtorebis kontrolsa da jgufebis sapasuxo reaqciebis Sefasebas. amgvarad, eqsperimenti cdilobs, axsnas mizezisa da Sedegis urTierToba. magaliTad, meniuSi axali sendviCis damatebamde McDonalds-ma SeiZleba gamoiyenos eqsperimenti, rom gansazRvros ori SesaZlo fasis efeqti produqtis gayidvebze. mas SeuZlia axali sendviCi or sxvadasxva qalaqSi sxvadasxva fasiT waradginos. Tu am qalaqebSi erTi da imave demografiuli faqtorebis mqone momxmarebeli cxovrobs da orive qalaqSi erTi saxis eqsperimenti Catarda, maSin dafiqsirebuli gansxvaveba sendviCis fasTan iqneba dakavSirebuli. dakavSirebis meTodebi. onformaciis Segroveba SesaZlebelia fostis, telefonis, pirispir gamokiTxvebis an eleqtronuli saSualebebis gamoyenebiT. cxrili 4.3 TiToeuli dakavSirebis meTodis Zlier da sust mxareebs gviCvenebs. safosto gamokiTxvis saSualebiT SesaZlebelia didi moculobis informaciis Segroveba. am dros erTi respondentisgan monacemebis Segrovebis xarji dabalia. pirovnebam SesaZloa piradul SekiTxvebze ufro gulwrfeli pasuxebi gasces safosto gamokiTxvisas, vidre ucnob interviuerTan pirispir saubrisas. kidev erTi dadebiTi maxasiaTebeli aris is, rom interviueri respondentis pasuxebze zegavlenas ar axdens. magram safosto gamokiTxva arc ise moqnilia (SeuZlebelia respondentisTvis gaugebari kiTxvebis ganmarteba, damatebiTi SekiTxvebis dasma da a.S.). safosto gamokiTxva xSirad did dros moiTxovs da gamoxmaurebis procentic srulad Sevsebuli da interviuerTan ukan gagzavnili kiTxvarebis ricxvi xSirad sakmaod dabalia. dabolos, mkvlevari safosto gamokiTxvas sakmarisad ver akontrolebs. Znelia, gaakontrolo, Tu garkveul safosto misamarTze gagzavnili kiTxvari vin Seavso. satelefono gamokiTxva aris informaciis swrafad Segrovebis erT-erTi saukeTeso meTodi da, safosto gamokiTxvasTan SedarebiT, bevrad ufro moqnili. interviuerebs SeuZliaT Zneli kiTxvebis ganmarteba da, miRebuli pasuxebidan gamomdinare, zogierTi kiTxvis gamotoveba an maTi sxva respondentisaTvis dasma. safosto gamokiTxvasTan SedarebiT, gamoxmaurebis procenti ufro maRalia da interviuerebs SeuZliaT respondentebs saxeliTac ki mimarTon. satelefono gamokiTxvis warmoebisas erTi respondentisgan monacemebis Segrovebis xarji ufro maRalia, vidre safosto gamokiTxvis dros. agreTve, SesaZloa xalxma ar moindomos interviuerebTan piraduli sakiTxebis ganxilva. es meTodi Sedegebis damaxinjebasac gulisxmobs iman, Tu rogor saubroben interviuerebi, rogor svamen kiTxvebs da sxva faqtorebma, SesaZloa
cxrili 4.3
moqniloba
dakavSirebis meTodebis susti da Zlieri mxareebi

fosta dabali kargi telefoni kargi zomieri pirispir saukeTeso saukeTeso dabali zomieri kargi kargi dabali interneti kargi kargi zomieri dabali saukeTeso kargi saukeTeso
monacemTa raodenoba, romelTa Segroveba SesaZlebelia interviueris efeqtis kontroli amonakrebis kontroli monacemTa Segrovebis siCqare gamoxmaurebis procenti xarjebi
saukeTeso zomieri zomieri dabali zomieri kargi saukeTeso saukeTeso kargi zomieri
wyaro: adaptirebulia wignidan Marketing Research: Measurement and Method, 7th ed., by Donald S. Tull and Dell Hawkins. saavtoro ufleba 1993 Macmillan Publishin Company-is.
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respondentebis pasuxebze gavlena iqonios. dabolos, sxvadasxva interviuerma SesaZloa pasuxebi sxvadasxvanairad axsnas da Caweros. drois simciris gamo ki zogierTma interviuerma respondenti SeiZleba bolomde arc ki gamokiTxos da pasuxi, motyuebiT, TviTon Caweros. pirispir gamokiTxva orgvaria individualuri da jgufuri. pirispir individualuri gamokiTxva gulisxmobs xalxTan gasaubrebas saxlebSi an ofisebSi, quCaSi an maRaziebis galereaSi. intervius warmoebis es forma fokus-jgufis moqnilia. momzadebul interviuerebs SeuZliaT gamokiTxvis marTva, rTuli interviu (Focus group kiTxvebis ganmarteba da, garemoebebidan gamomdinare, axali sakiTxebis aRmoCena. interviewing) maT SeuZliaT produqtis, reklamis an SefuTvis nimuSebis Cveneba da reaqciasa pirispir gamokiTxva, an qcevaze dakvirveba. Tumca individualuri interviu SesaZloa samjer da romelic gulisxmobs 6-10 adamianis oTxjer metad xarjiani aRmoCndes, vidre satelefono interviu. pirispir jgufuri interviu momzadebuli moderatori jgufTan, ramdenime saaTiT romelic 6-dan 10 adamians iTvlis, saubrobs produqtis, momsaxurebis an orga- Tavmoyras, momzadenizaciis Sesaxeb. rogorc wesi, monawileebi daswrebisaTvis mcire gasamrje- bul interviuerTan erTad, produqtis, los iReben. moderatori awarmoebs Tavisufal da laR diskusias, im imediT, momsaxurebisa da rom jgufis urTierTqmedeba gamoaaSkaravebs realur grZnobebsa da azrebs. organizaciis Sesaimavdroulad, moderatori garkveul sakiTxebze amaxvilebs yuradRebas (ganx- xeb sasaubrod. inteilvis `fokusirebas~). aqedan wamovida am meTodis saxeli fokus-jgufis rviueri jgufis disinterviu. mkvlevarebi da marketologebi fokus-jgufis diskusias calmxrivad kusiis fokusirebas daburuli minis saSualebiT akvirdebian da Semdgomi SeswavlisaTvis axdens mniSvnelovan sakiTxze. komentarebs iweren rogorc werilobiT, aseve videoteqnikis gamoyenebiT. momxmareblebis azrebisa da grZnobebis gansaWvretad fokus-jgufis gamokiTxva marketinguli kvlevis erT-erT mTavar iaraRad iqca. fokus-jgufis Catarebisas, droisa da xarjebis dazogvis mizniT, mcire amonakrebze xdeba kvleva. Sesabamisad, Sedegebis gavrcoba mTel populaciaze Znelia. imis gamo, rom pirispir interviuebis dros interviueri meti TavisuflebiT sargeblobs, Sedegebis damaxinjebis albaTobac maRalia. dRes bevri mkvlevari cvlis fokus-jgufebis Catarebis gzebs. zogierTi maTgani videokonferenciis teqnologias iyenebs, raTa SeZlos manZiliT daSorebuli marketologebis fokus-jgufis monawileebTan pirdapiri CarTviT dakavSireba. kamerebisa da ormxrivi mosasmeni sistemebis gamoyenebiT moSorebiT mdebare darbazSi myof marketologebs SeuZliaT usminon da uyuron, agreTve, survilisamebr, daakvirdnen rogorc axlo xediT TiToeul saxes, aseve saerTo xediT mTel jgufs. zogi mkvlevari cvlis im garemos, sadac fokusjgufi tardeba. momxmarebelTa gantvirTvisa da ufro realuri pasuxebis misaRebad isini qmnian ufro komfortulsa da gamosakvlevi produqtisaTvis ufro Sesaferis garemocvas. magaliTad, sasurvelia, kulinariuli produqtebisaTvis fokus-jgufis Catareba samzareulos garemoSi moxdes. an saxlis mowyobisaTvis fokus-jgufi misaRebi oTaxis interierSi ganTavsdes. erT-erTi kvleviTi kompania sTavazobs misaRebi oTaxis, bavSvebis saTamaSo oTaxis, barisa da sasamarTlo darbazis msgavs interierebsac ki. dRes zogierTi kompania fokus-jgufis diskusiebs Ria cis qveS awarmoebs. kolejis studentebisaTvis gankuTvnili axali produqtis Seqmnamde Target-ma fokus-jgufis axali qseli: kolejSi Semsvleli studentebisaTvis axali pqroduqciis Seqmnamde Target-ma swored am xerxs mimarTa. imisaTvis, rom gaegoT kolejis studentebis Sexeduleba saerTo sacxovreblis oTaxebisTvis SesaZeni nivTebis Sesaxeb, Target-ma fokus-jgufebis Casatareblad sakonsultacio kompania Jump Associates-i daiqirava. Jump-ma umaRles skolaSi `gasarTobi saRamoebi~ daafinansa, sadac miwveuli
daafinansa `gasarTobi saRamoebi~ umaRles skolaSi, sadac miiwvies rogorc kolejis pirvelkurselebi, aseve meorekurselebi, romlebic kargad icnobdnen saerTo sacxovreblis pirobebs. imisaTvis, rom gaegoT TineijerTa Sexeduleba saerTo sacxovreblis Sesaxeb, Jump-ma moifiqra samagide TamaSi, romelic kolejSi SesvlasTan dakavSirebul sakiTxebs moicavda.
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iyvnen rogorc kolejis pirvelkurselebi, aseve meorekurselebi, romlebic saerTo sacxovreblis pirobebs kargad icnobdnen. rom gaego TineijerTa Sexeduleba saerTo sacxovreblis Sesaxeb, Jump-ma moifiqra samagido TamaSi, romelic kolejSi SesvlasTan dakavSirebul sakiTxebs moicavda. TamaSi bunebrivad warimarTa kolejSi cxovrebis Sesaxeb araformaluri saubriTa da kiTxvebiT. am process ki Jump-is mkvlevarebi gverdidan akvirdebodnen, xolo videokamera ki iwerda. kvlevam gaamarTla. gasul wels Target-ma gamouSva ramdenime produqti, romlebic kolejis studen-tebisaTvis iyo gamiznuli: samzareulo erT ko-lofSi (kolejis pirobebSi saWmlis mosamzadeblad saWiro ZiriTadi aqsesuarebi), abazana erT kolofSi, samrecxao CanTa da a.S.13 sakomunikacio teqnologiebis ganviTarebam respon-dentebTan dakavSirebis axali gzebi gamoavlina. erT-erTi maTgani aris satelefono gamokiTxva kompiuteris daxmarebiT (Computer-Assisted Telephone Interviewing (CATI)), romlis drosac interviueri zis kompiuterTan, ekranze amosul kiTxvebs telefoniT ukiTxavs respondents da misi pasuxebi kompiuterSi Seaqvs. meore aris (Completely Automated Telephone Surveys (CATS)) avtomaturi satelefono gamokiTxva, rodesac respondetebTan kompiuteri rekavs da winaswar Caweril kiTxvebs usvams. pasuxebi Seyvanilia xmis an telefonis sensoruli panelis saSu-alebiT. sxva, maRali teqnologiis meTodebs gane-kuTvneba: fostiT dagzavnili diskebi, gamokiTxva eleqtronuli fostiT da kompiuterze dafuZnebuli gamokiTxva faqsiT.14 marketingul kvlevaze zegavlena internetmac moaxdina. marketologebi pirveladi monacemebis SegrovebisaTvis sul ufro xSirad iyeneben axal meTods onlainmarketingul kvlevas internetiT gamokiTxvebi, internetiT eqsperimentebi da onlain-fokus-jgufebi. tradiciul meTodebTan SedarebiT, onlainfokus-jgufebis upiratesobaa dabali xarji, respondentebTan siaxlove da procesis siswrafe. TumcaRa, miuxedavad imisa, rom onlainkvleva sakmaod damaimedebelia da zogierTi analitikosi imasac ki amtkicebs, rom sul male marketinguli kvlevis umTavresi iaraRi interneti gaxdeba. sxvebs amasTan dakavSirebiT ufro frTxili mosazreba gaaCniaT. internetis saSualebiT marketinguli kvlevis warmoebis upiratesobebi, uaryofiTi mxareebi da perspeqtivebi ganxilulia CanarTSi _ marketingi muSaobis procesSi 4.2. SerCevis gegma. xSirad, daskvnebi momxmarebelTa didi jgufis Sesaxeb keTdeba populaciis patara amonakrebis Seswavlis safuZvelze.. amonakrebi aris populaciis erTi segmenti, romelic SerCeulia mTliani populaciis warmosadgenad. idealuri amonakrebi aris warmomadgenlobiTi amonakrebi, rac marketologebs swor Sefasebas aZlevs ufro didi populaciis fiqrebsa da qcevebze. amonakrebis SerCevisaTvis saWiroa sami saxis gadawyvetilebis miReba. pirveli _ vin unda iqnas gamokiTxuli? (romeli amonakrebis erTeuli?) am kiTxvaze naTeli pasuxis gacema yovelTvis ar aris SesaZlebeli. magaliTad, saojaxo avtomobilis SesyidvisaTvis gadawyvetilebis miRebis procesis Sesaswavlad mkvlevarma unda gaigos qmris, colis, ojaxis sxva wevrebis, dilerebisa Tu yvelas azri? mkvlevarma unda gadawyvitos, ra informacia sWirdeba da vin ufro kompetenturia amisaTvis. meore _ ramdeni adamiani unda gamokiTxon? (amonakrebis sididis gansazRvra). ufro didi amonakrebi bevrad ufro utyuar Sedegebs iZleva, vidre patara, Tumca utyuari Sedegebis misaRebad aucilebeli ar aris mTliani miznobrivi bazris an Tundac misi didi nawilis SerCeva. xSirad, kargad SerCeuli mosaxleobis Tundac erT procentze naklebi amonakrebi sakmaod utyuar Sedegebs iZleva. mesame _ rogor unda moxdes xalxis SerCeva amonakrebisaTvis? (SerCevis rogori procedura aris saWiro?) cxrilSi 4.4 mocemulia amonakrebis sxvadasxva ti pi. albaTobiT SerCeuli amonakrebisas populaciis TiToeul wevrs aqvs Tanabari Sansi, amonakrebSi moxvdes da mkvlevarebs SeuZliaT SerCevis cdomilebis sandoobis zRvrebis gamoTvla. magram, rodesac SemTxveviTi SerCeva did xarjebsa da did dros moiTxovs, marketologebi xSirad miznobrivad SerCeuli amonakrebis meTods mimarTaven, miuxedavad imisa,
onlainmarketinguli kvleva (Online marketing research) internetgamokiTxvebisa da onlainfokusjgufebis meSveobiT pirveladi monacemebis mogroveba
amonakrebi (Sample) populaciis erTi segmenti, romelic SerCeulia mTliani populaciis warmosadgenad.
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cxrili 4.4
amonakrebis ti pebi
albaTobiT SerCeuli amonakrebi martivi SemTxveviTi amonakrebi stratificirebuli SemTxveviTi amonakrebi klasteruli (adgilobrivi) amonakrebi miznobrivad SerCeuli amonakrebi moxerxebuli amonakrebi msjelobiTi amonakrebi informaciis mopovebisTvis mkvlevari mosaxleobisagan misTvis yvelaze mosaxerxebel wevrebs irCevs. mkvlevari sakuTari Sexedulebisamebr irCevs mosaxleobis wevrebs, romlebic zusti informaciis misaRebad perspeqtiulebi arian. arsebuli ramdenime kategoriidan mkvlevari axdens gansazRvruli raodenobis respondentis gamokiTxvas. mosaxleobis TiToeul wevrs seleqciis Tanabari Sansi gaaCnia. mosaxleoba dayofilia urTierTgamomricxav jgufebad (rogoric aris asakobrivi jgufebi) da TiToeuli jgufidan irCeva SemTxveviTi amonakrebi. mosaxleoba dayofilia urTierTgamomricxav jgufebad (magaliTad, kvartlebis mixedviT) da interviusaTvis mkvlevari jgufis amonakrebs adgens.
kvotirebuli amonakrebi
rom am SemTxvevaSi SerCevis cdomilebis gamoTvla SeuZlebelia. kvlevis saSualebebi. pirveladi monacemebis Segrovebisas mkvlevarebs SeuZliaT gamoiyenon kvlevis ori saSualeba kiTxvari da meqanikuri instrumentebi. kiTxvari yvelaze miRebuli saSualebaa, miuxedavad imisa, warimarTeba igi pirispir, fostis, telefonisa Tu eleqtronuli saSualebebis gamoyenebiT. kiTxvarebi sakmaod moqnilia. arsebobs kiTxvebis dasmis bevri gza. daxuruli tipis kiTxvebi moicavs yvela SesaZlo pasuxs da subieqts maTgan erTerTis amorCevis saSualeba aqvs. aseTi kiTxvaris magaliTia ramdenime savaraudo pasuxis mqone kiTxvebi da e.w. skalirebuli kiTxvebi. Ria kiTxvebi _ respondents saSualeba eZleva, kiTxvebs sakuTari sityvebiT gasces pasuxi. magaliTad, aSS-is samxreT-dasavleTis aeroportebis Sesaxeb gamokiTxvisas momxmarebels SesaZloa aseTi ubralo SekiTxviT mimarTon: `ras fiqrobT samxreT-dasavleTis aeroportebis Sesaxeb?~ an SesaZloa xalxs aseTi winadadebis dasruleba sTxovon: àeroportis SerCevisas, yvelaze metad viTvaliswineb...~ aseTi da sxva ti pis Ria kiTxvebi xSirad ufro informaciulia, vidre daxuruli ti pis kiTxvebi, radgan pasuxis gacemisas respondenti ar aris SezRuduli. Ria kiTxvebi gansakuTrebiT aRmoCeniTi kvlevis warmoebisas gamoiyeneba, rodesac mkvlevari cdilobs, gaigos, rogori tipis adamianebi fiqroben ase da ara ramdeni adamiani iziarebs aseT Sexedulebas. meore mxriv, daxuruli ti pis kiTxvebiT miRebuli monacemebis gageba da maTi cxrilSi ganTavseba bevrad ufro advilia. mkvlevarebma aseve unda izrunon kiTxvebis sityvier formulirebasa da maT Tanmimdevrobaze. maT unda gamoiyenon martivi, pirdapiri da miukerZoebeli sityvebi. kiTxvebi ganlagebuli unda iyos logikuri TanmimdevrobiT. pirvelma SekiTxvam SeZlebisdagvarad unda daainteresos respondenti, xolo rTuli da piraduli kiTxvebi boloSi unda ganTavsdes, raTa respondenti ar dafrTxes. rogorc wesi, uyuradRebod momzadebuli kiTxvari bevr Secdomas Seicavs (ixileT cxrili 4.5). miuxedavad imisa, rom kiTxvarebi kvlevis yvelaze miRebuli iaraRia, momxmarebelTa qcevis gasakontroleblad mkvlevarebi agreTve iyeneben meqanikur iaraRebsac, rogorebic aris supermarketis skanerebi da mayureblis sazomi. zogi meqanikuri mowyobiloba ki subieqtis fiziologiuri reaqciis gasazomad gamoiyeneba. magaliTad, galvanometri _ emociuri aRgznebis dros wuTSi gaoflianebis xarisxs zomavs. misi saSualebiT SesaZlebelia produqciis an reklamis xilvisas gamovlenili interesis an emociis siZlieris gazomva. Tvalis kamerebi gamoiyeneba respondentebis Tvalis moZraobis Sesaswavlad, imis gasagebad, Tu pirvelad raze da ramden xans SeCerda momx-
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onlainmarketinguli kvleva
mas Semdeg, rac sul ufro meti momxmarebeli iyenebs internets, gaizarda marketologebis mier onlainmarketinguli kvlevebis gamoyenebis intensivoba. dRes marketingul kvlevebze daxarjuli Tanxebis 8 procenti onlainkvlevebze modis da momavalSi mosalodnelia am cifris zrda. tradiciul gamokiTxvasa da fokus-jgufebTan SedarebiT, onlainkvleva realur upiratesobebs sTavazobs, romelTagan yvelaze aSkara aris siswrafe da dabali fasebi. onlainfokusjgufebi winaswar dagegmvas saWiroebs, magram mas praqtikulad momentaluri Sedegebi moaqvs. onlaingamokiTxva sul raRac ramdenime dResa Tu kviraSi sruldeba. magaliTad, ganixileT ualkoholo sasmelebis kompaniis mier Catarebuli ukanaskneli onlaingamokiTxva, romlis mizani iyo axal SefuTvaze Tineijerebis Sexedulebis Semowmeba. 10-15-wuTian internetgamokiTxvaSi Sedioda aTobiT kiTxva da iarliyis, boTlis formisa da msgavsi maCveneblebis 765 sxvadasxva gamosaxuleba. sam-oTxdRian gamokiTxvaSi 600 Tineijeri monawileobda. misi detaluri analizi pasuxebis miRebidan zustad 5 dRis Semdeg gaxda SesaZlebeli. amis msgavsad, dRes ukve Hershey Foods-i axali produqtis testirebas internetgamokiTxvis saSualebiT apirebs. maSin, rodesac safosto gamokiTxvis dasrulebas eqvsi an meti kvira sWirdeboda, onlainSedegebis Segroveba or kviraSi an ufro nakleb droSi aris SesaZlebeli. internetkvlevebi SedarebiT mci-re xarjebTanac aris dakavSirebuli. monawileebs msoflios nebismieri kuTxidan SeuZliaT CaerTon fokusjgufebSi, riTac dazogaven mgzavrobis, registraciisa da sxva xarjebs. gamokiTxvebisaTvis interneti bevr safosto, satelefono, samuSao da sabeWd xarjebs amcirebs. èleqtronuli kvlevis xarjebi 10-dan 80 procentamde ufro dabali SeiZleba iyos, _ acxadebs tom jonsoni, NPG Group-is Tavjdomare, firmis, romelic onlainkvlevebs atarebs. ufro metic, amonakrebis zomas mis xarjebze mciredi gavlenis moxdena SeuZlia. `roca laparakia internetze, arcTu didi gansxvavebaa 10sa 10000-s respondents Soris~, _ ambobs jonsoni. onlaingamokiTxva da fokus-jgufi aseve saukeTeso saSualebaa rTulad misawvdom respondentebTan _ mouxelTebel TineijerebTan, dauojaxebel pirebTan, mdidar da ganaTlebul audienciasTan urTierTobaSi. `maTTan dakavSirebisaTvis es sakmaod sando xerxia... eqimebi, advokatebi, xalxi, romlebTan dakavSirebac TqvenTvis sakmaod rTulia, radgan isini gamokiTxvebSi monawileobis miRebiT ar arian dainteresebulni, _ ambobs pol jefersoni, Greenfield Online-is aRmasrulebeli, _ es saqmiani dedebisa da saqmiani cxovrebis wesis mimdevari pirovnebebisTvisac kargi saSualebaa. maT aseT kvlevaSi monawileoba SeuZliaT sakuTar garemoSi.~ interneti kargi saSualebaa qveynis sxvadasxva kuTxeSi mimofantuli adamianebis Sesakrebad, gansakuTrebiT ki maRali Semosavlis mqone pirebis, romlebic mogzaurobisTvis ver iclian. marketingul kvlevebSi internetis
sul ufro bevri kompania awarmoebs Tavis marketingul kvlevebs internetis gamoyenebiT. sareklamo kompania Greenfield-is aRmasruleblis sityvebis Tanaxmad, aseTma kvlevebma ukve dajabnes tradiciuli kvlevis meTodebi.
mareblis Tvali. qveviT moyvanilia axali teqnologiebis magaliTebi, romelTa saSualebiT xdeba momxmareblis emociuri da fizikuri reaqciebis ganWvreta.15 emociebis gamomsaxveli saxis gamometyvelebis meqanikuri pasuxebi male komerciul realobad iqceva. momxmareblis saxis gamometyvelebisa da moZraobis (Tvalebisa da piris areSi)
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gamoyenebas garkveuli dabrkolebebic axlavs Tan. pirveli, jer kidev bevri momxmarebeli ar aris CarTuli internetSi, es ki arTulebs kvlevis iseTi SerCevis gakeTebas, romelic amerikelTa farTo profils warmoadgens. da mainc, internetis gamoyenebis zrdasTan erTad, onlainkvlevebis gamoyenebac izrdeba. magaliTad, General Mills-i momxmarebelTa kvlevebis 60 procents internetis ganoyenebiT awarmoebs. amis Sedegad ki misi xarjebi 50 procentiT aris Semcirebuli. UPS-ic intensiurad iyenebs onlainkvlevebs. `Cveni momxmarebelTa 40-50 procenti internetSi aris CarTuli, ase rom, es sakmaod logikuria~, _ ambobs jon gilberti, UPS-is marketinguli kvlevebis menejeri. misi azriT, tradiciul da eleqtronul gamokiTxvebs Soris aris raRac mciredi gansxvaveba da eleqtronuli kvleva bevrad ufro swrafia da nakleb xarjebTan aris dakavSirebuli. eleqtronuli kvlevis mTavari problema aris is, rom SeuZlebelia gaakontrolo is, vinc amonakrebSi xvdeba. tom grinbaumi, Group Plus-is prezidenti, ixsenebs New Yorker-is multiplikaciur films, sadac ori ZaRli kompiuterTan zis: ìnternetSi aravin icis, rom Sen ZaRli xar, _ eubneba erTi meores, _ Tu ver xedav im pirovnebas, romelsac ekontaqtebi, saidan ici, vin aris igi realurad?~ _ dasZens is. amonakrebebsa da pasuxebTan dakavSirebuli aseTi problemebis gadasalaxavad onlainkvlevebis bevri kompania iyenebs sxvadasxva sawevro respondentTa panelebs. magaliTad, Greenfield Online moicavs 1.3 milioni wevrisgan Semdgar internetze dafuZnebul respondentTa panels. aseTi respondentebis monawileoba da nebismier dros pasuxis gacemis SesaZlebloba gamoxmaurebis maRal procents uzrunvelyofs. ukanasknel wlebSi satelefono gamokiTxvis gamoxmaurebis procenti 14 procentamde daeca, rodesac eleqtronuli gamokiTxvisas 40 procents da met maCvenebelsac ki miaRwia. `maSinac ki, rodesac Tqven Sesaferis respondents waawydebiT, onlaingamokiTxva da fokus-jgufi naklebad dinamikuria pirovnuli midgomisaTvis, _ ambobs grinbaumi, _ SesaZloa xalxi internetis saSualebiT erTmaneTTan saubrobs da TamaSobs, magram sul sxvaa, rodesac uSualod uyureb ideiT aRfrTovanebul adamianebs.~ virtua-
luri samyaro moklebulia tradiciuli fokus-jgufis kvlevisaTvis damaxasiaTebel iseT pirdapir personalur urTierTqmedebas, rogorebic aris vizualuri kontaqti da sxeulis ena (body language). internetis formati Sablonuri komentarebi da eleqtronuli èmociis gamomxatveli suraTebi~ (punqtuaciis niSnebi, romlebic emocias gamoxatavs, rogoric aris :-) sixarulis aRmniSvneli niSani) _ sakmaod zRudavs respondentis eqspresiulobas. Tumca teqnologiis iseTi intensiuri progresi, rogoric aris animaciis, audio, videonakadisa da virtualuri garemos integracia, SezRudvebis daZlevisaTvis sakmaod kargi pirobaa. `marketinguli onlainkvlevis arcTu ise Soreul momavalSi respondentebs SesaZlebloba eqnebaT, Secvalon, gaadidon da marTon (magaliTad, Secvalon feri an zoma) samganzomilebiani produqti. isini SeZleben virtualuri maRaziebis daTvalierebas, Taroebidan saqonlis aRebas da misi funqciebis Semowmebas.~ internetkvlevis dros anonimurobac garantirebulia, Sedegad pasuxebi naklebad frTxili da meted gulwrfelia xolme, gansakuTrebiT iseTi Temebis ganxilvisas, rogorebicaa Semosavali, janmrTelobis mdgomareoba, cxovrebis stili da sxva mgrZnobiare sakiTxebi. `klaviaturas amofarebuli adamianebi bevrad ufro gabedulebi arian~, _ ambobs erT-erTi mkvlevari. meore ki amtkicebs:
gulwrfeli da logikuri pasuxebia.~

onlainmkvlevarebisaTvis yvelaze mwvave sakiTxi SesaZloa iyos maTi damokidebuleba momxmareblis konfidencialobisadmi. kritikosebi SiSoben, rom respondentebis misazidad onlainmkvlevarebi maT eleqtronuli fostis yuTebs usargeblo informaciiT amoavseben. maTi azriT, arsebobs imis saSiSroeba, rom kvlevis damTavrebis Semdeg produqciis gayidvis mizniT isini gamoiyeneben gamokiTxvis Sedegad miRebul el-fostis misamarTebs da konfidencialur pasuxebs. maTi interesis sagans warmoadgens eleqtronuli agentebis funqcia (Spambots-i an Spider-i), romlebic respondentis Tanxmobis gareSe agroveben personalur informacias. aseTi konfidencialuri sakiTxebis ararsebobam SesaZloa momxmarebeli gaaRizianos, misi TanamSromlobis survili Seamciros da mTavrobis intervencia gazardos. miuxedavad imisa, rom mkvlevarebi iziareben mosazrebas imis Taobaze, rom onlainkvleva verasodes Secvlis tradiciul kvlevas, zogierTi am sakiTxs sakmaod didi optimizmiT uyurebs. magram sxvebi mas ufro meti sifrTxiliT udgebian. àT weliwadSi nacionaluri satelefono gamokiTxva kvlevis meTodologiis folklorad iqceva~, _ acxadebs erT-erTi eqsperti. ès, cota ar iyos, adrea, _ ambobs meore, _ magram 20 weliwadSi ki es gardauvalia.~
wyaroebi: Market trends: Online Research Growing, ixilieT saitze www.greenfielfcentral.com/ research_solution/rsch_solns_main.htm, ivlisi 2003. p. merfi, Interactive Research, Marketing News, 1997 wlis 20 ianvari, pp. 1, 17; NFO Executive Sees Most Research Going to Internet, Advertising Age, 1997 wlis 19 maisi, p. 50; noa satmani, Web Enhanced Market Research, Advertising Age, 2001 wlis 18 ivnisi, p. T18; Tomas v. mileri, Make the Call: Online Results are Are Mixed Bag, Marketing News, 2001 wlis 24 seqtemberi, pp. 30-35; katerin arnoldi, Hersey Research Sees Net Gain, Marketing News, 2003 wlis 25 noemberi, p. 17; beT maki, Online Privacy Critical to Research Success, Marketing News, 2002 wlis 25 noemberi, p. 21; da nina m. rei da Seron tabori, Cybersurveys Come of Age, Marketing Research, 2003 wlis gazafxuli, pp. 32-37.
àrsebobs kiTxvebi, romelTa gagoneba, ubralod, ar gsiamovnebT (`ra Tanxa daxarjeT gasul Tves safondo birJaze?~), an kiTxvebi, romlebzec pasuxis gacema ar gsurT, Tu amas TqvenTvis sruliad ucnobi ada-miani gekiTxebaT (`kviraSi ramdenjer gaqvT seqsi?~). internetgamokiTxvebSi ki aseT SekiTxvebze, rogorc wesi, sakmaod gulwrfel pasuxebs iReben. erTxel vcade da Cavatare ori erTnairi gamokiTxva: erTi maRaziebSi, xolo meore internetSi. kiTxva ase iyo dasmuli: `kviraSi ramdenad xSirad banaobT an iRebT Sxaps?~ maRaziebSi Catarebuli gamokiTxvisas gamoirkva, rom es maCvenebeli saSualod 6.2-jers udrida, maSin rodesac internetis gamokiTxvam aCvena 4.2. albaT, ufro
dafiqsirebiT da monacemTa bazaSi arsebuli saxis gamometyvelebis nimuSebTan SedarebiT kompiuteri qvecnobier emociebs amoicnobs. rodesac xandazmuli kaci bankomatis ekrans miaSterdeba, Sriftis zoma TiTqmis myisve ormagdeba. savaWro centrSi kioskTan mdgari qali ki turistuli reklamis danaxvisas iRimeba da TiTqos elodeba,
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cxrili 4.5
arasrulfasovani kiTxvari
warmoidgineT, rom sazafxulo banakis direqtorma banakis momavali damsveneblebis mSoblebis gamokiTxvisaTvis moamzada Semdegi kiTxvari. rogor SeafasebT TiToeul SekiTxvas? 1. ramdeni aseuli dolaris farglebSi meryeobs Tqveni Semosavali? _ rogorc wesi, xalxma ar icis, ramdeni aseuli dolaris farglebSi meryeobs maTi Semosavali da ase Riadac ar uyvarT TavianTi Semosavlis Sesaxeb saubari. ufro metic, mkvlevarma gamokiTxva aseTi piraduli kiTxviT arasdros ar unda daiwyos. 2. Tqveni Svilebis Ramis gasaTevi banakis dasafinanseblad ramdenad Zlieri an susti SesaZlebloba gagaCniaT? _ ras niSnavs `Zlieri~ an `susti~? 3. kargad iqcevian Tu ara Tqveni bavSvebi sazafxulo banakebSi? diax ( ) ara ( ) _ ìqcevian~ SedarebiTi terminia. ufro metic, `diax~ da àra~ aris Tu ara saukeTeso arCevani am kiTxvisaTvis? amas garda, iqneba Tu ara am kiTxvaze xalxis pasuxebi gulaxdili da obieqturi? ratom unda dasvaT aseTi kiTxvebi pirvel rigSi? 4. ramdenma banakma mogawodaT literatura fostis saSualebiT gasul wels? am wels? _ vis emaxsovreba es? 5. sazafxulo banakebis Sefasebisas romelia TqvenTvis yvelaze gamorCeuli da gadamwyveti faqtori? _ ras niSnavs `gamorCeuli~ da `gadamwyveti~ faqtori? CemTan nu gamoiyenebT maRalfardovan sityvebs! 6. Tqveni azriT, sworia Tu ara Tqveni SvilisaTvis sazafxulo banakSi SeZenili gamocdilebiT srulyofil adamianad Camoyalibebis uflebis CamorTmeva? _ kiTxva gadatvirTulia. daiTanxmeT respondenti, dasviT kiTxva, romelzec nebismier mSobels dadebiTi `diax~ pasuxis gacema SeeZleba.
rodis gamouwers danadgari mogzaurobis fasdaklebis kupons. sxva kioskTan ki ramdenime moRuSuli momxmarebeli Sehyurebs ti pur reklamas, romelic maRaziis karis SesaRebad iwvevs. IBM-i muSaobs èmociuri Tagvis~ gaumjobesebaze, romelic pulsis, temperaturis, moZraobisa da kanis galvanuri reaqciis mixedviT SeZlebs momxmareblis emociuri mdgomareobis gansazRvras. kompaniam Seadgina sibrazis, SiSis, mwuxarebis, zizRis, bednierebisa da gaocebis sazomi erTeulebi. idea momxmareblis pirovnebis Sesabamisi stilis Seqmnas gulisxmobs. kvlevis gegmis ganxorcieleba. Semdeg etapze xdeba kvlevis gegmis realurad ganxorcieleba. igi gulisxmobs informaciis Segrovebas, damuSavebasa da analizs. monacemTa Segroveba xdeba kompaniis marketinguli kvlevis TanamSromlebisa da gare marketinguli firmebis saSualebiT. Segrovebis faza, rogorc wesi, yvelaze ZviradRirebulia da masSi Secdomis daSvebis albaTobac yvelaze maRalia. mkvlevari kargad unda darwmundes, rom gegma sworad aris ganxorcielebuli. man iseTi SesaZlo problemebis monitoringi unda awarmoos, rogorebicaa respondentis mier kvlevaSi monawileobaze uaris Tqma, araswori pasuxebis identifikacia, interviueris mier daSvebuli Secdomebi da TaRliToba. mniSvnelovani informaciis gamosayofad mkvlevarebma Segrovebuli monacemebi unda daamuSaon da gaaanalizon. maT unda Seamowmon monacemebis sizuste, misi sisrule da igi analizisaTvis moamzadon. Semdeg ki xdeba Sedegebis cxrilSi gadatana da maTgan sxvadasxva statistikuri maCveneblis gamoTvla. Sedegebis ganmarteba da angariSis wardgena. marketinguli kvlevis specialistma Sedegebi unda ganmartos, daskvnebi gamoitanos da isini xelmZRvanelobas moaxsenos. sasurvelia, xelmZRvaneloba zedmeti ricxvebiTa da gamoyenebuli statistikuri saSualebebiT ar unda gadatvirTos. piriqiT, man unda warmoaCinos mniSvnelovani aRmoCenebi, romlebic menejerebisaTvis gadawyvetilebis miRebis procesSi gamosadegia.
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momxmareblis reaqciebis sazomi mowyobiloba, romlis saSualebiT marketologs SeuZlia Seafasos saxis gamometyveleba da igi sakuTar SeTavazebebsa da komunikaciebs Seusabamos.
Sedegebis interpretaciaSi mxolod mkvlevarebma ar unda miiRon monawileoba. maTTan erTad unda imuSaon marketingis menejerebma, romlebmac ufro meti ician kompaniis winaSe arsebuli problemisa da misaRebi gadawyvetilebis Sesaxeb. saukeTesod Catarebul kvlevasac ki ekargeba azri, Tu marketingis menejeri mkvlevaris mier gamotanil mcdar daskvnebs brmad endoba. meore mxriv, menejeri SeiZleba mikerZoebuli iyos aRiaros TavisTvis misaRebi Sedegi da uaryos iseTi, romelic moulodnelia an mis gegmas ewinaaRmdegeba. Sedegebis ganmarteba sxvadasxvagvarad aris SesaZlebeli, Sesabamisad, mkvlevarsa da menejers Soris diskusiam SesaZloa saukeTeso interpretaciamde miiyvanos kvleva. amgvarad, kvlevis Sedegebis ganmartebisas menejeri da mkvlevari erTad unda muSaobdnen da kvlevis procesisa da Sedegebis miRebis pasuxismgeblobac Tanabrad unda gainawilon.
marketinguli informaciis analizi

informacia, romelic mopovebulia Sida monacemTa bazis, marketinguli dazvervisa da marketinguli kvlevis saSualebiT, saWiroebs analizs. menejerebs SeiZleba daxmareba dasWirdeT monacemebisTvis gamoyenebadi formis micemaSi, ris safuZvelzec arsebuli problemis gadaWra moxdeba. daxmareba SeiZleba moicavdes Tanamedrove statistikuri meTodebis gamoyenebas, romlis drosac cvladebs Soris urTierTobebi mowmdeba an mopovebuli monacemebis sandoobis gazomva xdeba. informaciis analizis dros SesaZlebelia gamoyenebul iqnas analitikuri modelebi, rac marketologebs ukeTesi gadawyvetilebis miRebaSi daexmareba. TiToeuli modelis saSualebiT SesaZlebelia Semdegi saxis kiTxvebze pasuxebis gacema: ra moxdeba, Tu . . ? an romelia saukeTeso? SemuSavebuli modelebi marketingis menejerebs exmareba: ukeTesi marketinguli kompleqsis SeqmnaSi, savaWro teritoriebis optimalur SerCevaSi, realizatorebis mier satelefono zarebis dagegmvaSi, sacalo savaWro punqtebisaTvis adgilis arCevaSi, optimaluri sareklamo kampaniis Camoyalibebasa da axali produqciis gayidvebis prognozirebaSi.
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myidvelTan urTierTobis marTva (CRM) bevri kompania sakmaod zedapirulad udgeba myidvelis Sesaxeb informaciis mopovebis sakiTxs. faqtobrivad, `gonivruli~ kompaniebi informaciis mopovebas myidvelTan yvela SesaZlo Sexebis wertilSi (touch point) axorcieleben. Sexebis wertilebi gulisxmobs myidvelsa da kompanias Soris arsebul yvela SesaZlo kontaqts: rodesac myidveli Seisyidis saqonels; rodesac realizatori ukavSirdeba myidvels; rodesac kompania momsaxurebas uwevs; rodesac myidveli kompaniis veb-gverdze Sedis da a.S. problema isaa, rom, xSirad, informacia mimofantulia mTel organizaciaSi da kompaniis sxvadasxva departamentis monacemebSia Rrmad Camaluli. msgavsi problemis gadasalaxavad bevri kompania mimarTavs myidvelTan urTierTobebis marTvas ( CRM). meTodi warmoadgens myidvelTa maqsimaluri erTgulebis misaRwevad TiToeuli myidvelis Sesaxeb informaciis Segrovebisa da masTan urTierTobis frTxili marTvis process. ukanasknel wlebSi CRM-is meTods uamravma kompaniam mimarTa. erT-erTi kvlevis Tanaxmad, aSS-is biznesebis 97 procenti gegmavs, momavali ori wlis ganmavlobaSi ufro farTod gamoiyenos CRM-is teqnologia.16 CRM-i aris programuli uzrunvelyofisa da analitikuri saSualebebis nakrebi, romelic sxvadasxva wyarodan moZiebul informacias aerTianebs, atarebs mis analizs da Sedegebs mtkice urTierTobis agebisaTvis iyenebs. myidvelTan urTierTobis sruli, naTeli suraTis Sesaqmnelad CRM-i axdens gayidvebis, momsaxurebisa da marketingis departamentebSi arsebuli monacemebis integrirebas. kompaniebi iyeneben CRM-is monacemebis analizs, rom TiToeuli myidvelis faseuloba Seafason, `samizne~ myidvelebi amoirCion da maT kompaniis SeTavazeba Seusabamon. CRM-is analitikosebi qmnian monacemTa sacavs (data warehouse), rac warmoadgens myidvelTa Sesaxeb arsebuli informaciis Semcvel eleqtronul sacavs. monacemTa sacavis mizani informaciis Segroveba ar aris, vinaidan bevri kompania ukve flobs informaciis dausrulebel marags. piriqiT, menejerebs eZlevaT saSualeba, kompaniaSi arsebuli informaciis integrireba moaxdinon, swored es aris misi mizani. mas Semdeg, rac monacemTa integrireba moxdeba, SesaZlebelia am monacemebis advilad damuSaveba. myidvelTan urTierTobebis marTva kompaniisaTvis didi sargeblis momtania. myidvelebis ukeTesad gagebiT kompanias saSualeba eZleva, maT ufro maRali xarisxis momsaxureba miawodos da maTTan ufro Zlieri urTierToba Camoayalibos. kompania iyenebs CRM-s, raTa gansazRvros maRali faseulobis mqone myidvelebi, maTze ufro efeqturi koncentracia moaxdinos da maTi moTxovnebis Sesabamisi SeTavazebebi Seqmnas. ganvixiloT Semdegi magaliTebi.17
axlaxan FedEx-ma daamontaJa CRM-is mravalmilioniani sistema, romlis mizani aris xarjebis Semcireba da myidvelTa momsaxurebis gaumjobeseba. agreTve, kompanias surs, arsebul myidvelebze momsaxurebis jvaredini gayidvebi da Warbgayidvebi moaxdinos. axali sistemis saSualebiT, FedEx-is 3300 adamianisagan Semdgar gayidvebis personals TiToeul momxmarebelze detaluri informacia aqvs. maT SeuZliaT TiToeuli myidvelis specifikuri saWiroebis gamoaSkaraveba da masze morgebuli momsaxurebis SeTavazeba. FedEx-i sTavazobs 200-mde sxvadasxva momsaxurebas, lojistikidan dawyebuli transportirebiTa da sabaJo brokerobis momsaxurebiT damTavrebuli. aqedan gamomdinare, xSirad realizatorebisaTvis sakmaod rTulia momxmareblisaTvis saukeTeso SeTavazebis gansazRvra. CRM-is axali sistema FedEx-s daexmareba stimulirebis marTvaSic da savaraudo, mimzidveli myidvelebis dadgenaSic. CRM-is aRWurviloba bazris segmentebis analizs awarmoebs, potencialis mixedviT saukeTesoebs SearCevs da maTi potenciuri momgebianobis kalkulacias axdens. Mark & Spencer-i (M&S) britaneTis `yvelaze sando sacalo savaWro centri~, romlisTvisac CRM-ma sakmaod mniSvnelovani roli iTamaSa misiis miRwevaSi _ `momxmarebelze koncentracia da maTi moTxovnilebebis gaTvaliswineba~. M&S-i msoflioSi erT-erT yvelaze mdidar monacemTa bazas flobs. igi moicavs monacemebs momxmarebelTa demografiis, Sesyidvebis, 3 milionze meti momxmareblis angariSis, sakaso terminalebis informaciisa da maRaziebSi momxdari yovelkvireuli siaxleebis Sesaxeb. CRM-is sistema monacemTa am simdidris organizebasa da analizs axdens, raTa M&S-s nebismier sakiTxze ukeTesi
myidvelTan urTierTobis marTva (Customer relationship management (CRM)) momxmarebelTan maqsimaluri erTgulebis misaRwevad individualuri momxmareblis Sesaxeb informaciisa da maTTan urTierTobis frTxili marTva.
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gadawyvetilebis miReba SeeZlos, dawyebuli korporaciuli brendingiT, damTavrebuli komunikaciebiTa da gayidvebis stimulirebiT. `maTi individualuri gemovnebis, upiratesobebisa da qcevis safuZvelze, Cven bevrad ukeTesi warmodgena gveqmneba imis Sesaxeb, Tu ra saxis SeTavazebebi unda ganvaTavsoT sxvadasxva myidvelis winaSe da rodis xmis rogori toni unda gamoviyenoT amisaTvis~, _ ambobs sacalo vaWrobis aRmasrulebeli direqtori. magaliTad, imis gansazRvriT, Tu vin da rodis dadis sayidlebze (xnierma myidvelebma xalxmravali adgilisTvis Tavis asarideblad winaswar ician, Tu ris yidvas apireben, maSin rodesac ufro axalgazrdebi gadawyvetilebis miRebas bolo wuTisaTvis itoveben), M&S-s SeuZlia Tavisi produqciis asortimenti da marketinguli saqmianoba Sesabamisad gaanawilos maRaziaSi. bevri eqsperti amtkicebs, rom myidvelTa Sesaxeb srulyofili monacemebi kompanias mtkice konkurentuli upiratesobiT uzrunvelyofs. ubralod, hkiTxeT American Express-s. qalaq feniqsSi, saidumlo bazaze, usafrTxoebis gundi Tvalyurs adevnebs American Express-is monacemTa 500 miliard baits imis Sesaxeb, Tu rogor gamoiyenes momxmareblebma TavianTi 35 milioni mwvane, oqrosa da platinis plastikuri baraTebi. am monacemebs iyenebs, raTa momxmareblebs plastikuri baraTebis Tviuri angariSebi gadaugzavnos. CRM-i garkveul xarjebTan da riskTan aris dakavSirebuli. wels aSS-is kompaniebi CRM-is programul aRWurvilobaze 10-dan 20 miliard dolaramde xarjaven. aseT programebs ki iseTi kompaniebi amzadeben, rogorebic arian Siebel Systems-i, Oracle, SAS-i da SPSS-i. magram CRM-is Sesyidvebis naxevari sasurvel mizans ver aRwevs. am warumateblobis mizezi ZiriTadad aris kompaniebis mcdari warmodgena imis Sesaxeb, rom mxolod CRM-is aRWurvilobis SeZeniT SesaZlebelia problemebis gadaWra.18 xelsayreli samomxmareblo urTierTobebis agebas mxolod teqnologia ver SeZlebs. `CRM-is teqnologiiT SeuZlebelia problemis gadaWra _ aRWurvilobaze TiTis erTi daWeriT Tqven ver miaRwevT... momxmarebelTan gaumjobesebul urTierTobas~, acxadebs CRM-is eqsperti. piriqiT, CRM-i aris myidvelTan urTierTobis marTvis erT-erTi Semadgeneli nawili. `mTavaria `R~, gvirCevs eqsperti, _ daimaxsovreT, urTierToba aris is, razec agebulia CRM-i~.19 rodesac CRM-is muSaoba sworad mimdinareobs, mis mier motanili sargebeli bevrad aRemateba masze gaweul risksa da xarjebs. momxmarebelTa regularul gamokiTxvebze dayrdnobiT Siebel System-i amtkicebs, rom CRM-is momxmareblebi afiqsireben TavianTi Semosavlebis 16%ian, xolo myidvelTa erTgulebis da personalis Sromisunarianobis 21%-ian zrdas. àrafers vityvi imaze, rom yovelive es kompanias uzarmazari faseulobiT uzrunvelyofs, _ ambobs CRM-is konsultanti, _ kompaniebi eZeben gzebs, raTa SeZlon momxmarebelTa informaciis kontrastuli wyaroebis gaerTianeba.~ CRM-is axal, Zlier teqnikas SeuZlia i povos ìnformaciuli simdidre, raTa mizanSi amoiRos myidveli da mis sust adgils daumiznos.~20
marketinguli informaciis gavrceleba da gamoyeneba

marketingul informacias aranairi fasi ara aqvs, Tu masze dafuZnebiT optimaluri gadawyvetilebis miReba ar moxda. amgvarad, marketinguli kvlevebis specialistebma informacia xelmisawvdomi unda gaxadon im pirebisaTvis, romlebic marketingul gadawyvetilebebs iReben. es gulisx CRM-i: kompania SAS-i gTavazobT CRM-is programul uzrunvelyofas, romlis meSveobiTac Tqven SeZlebT gaigoT myidvelTa survilebi, miawvdiT maT ukeTes faseulobas da, amgvarad, miaRwevT konkurentul upiratesobas.
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mobs menejerTa uzrunvelyofas sxvadasxva maCvenebelze sistematuri angari-SebiT, dazvervis ganaxlebuli monacemebiTa da kvlevis Sedegebis Sesaxeb gakeTebuli moxsenebiT. menejerebs SesaZloa garkveuli informacia spontanurad dasWirdeT. magaliTad, gayidvebis menejers, romelsac msxvil klientTan dakavSirebuli garkveuli problemebi aqvs, SesaZloa gasuli wlis gayidvebisa da xarjebis monacemebi dasWirdes. an sacalo maRaziaTa qselis erT-erT maRaziaSi garkveuli produqciis gamolevisas maRaziis menejers am qselis sxva maRaziebis maragebis Sesaxeb sWirdeba informacia. amgvarad, informaciis gavrceleba gulisxmobs monacemTa bazaSi informaciis ganTavsebasa da xelmisawvdomobis uzrunvelyofas. am procesis gamartivebis mizniT bevri firma intranets iyenebs. intranetis saSualebiT xdeba kopmaniis TanamSromelTa uzrunvelyofa marketinguli kvlevis SedegebiT, sxvadasxva tipis angariSebiT, saziaro samuSao dokumentebiTa da personalis an klientebis sakontaqto informaciiT. magaliTad, iGo, sacalo movaWre, romelic katalogebiTa da internetiT vaWrobs, flobs monacemTa bazas, saidanac intranetis saSualebiT informacias mTel organizaciaSi avrcelebs. amasTan erTad, kompaniebi uflebas aZleven faseulobaTa qselis wevrebsa da msxvil klientebs, eqstranetis saSualebiT monacemTa bazaSi arsebuli informaciiT isargeblon. magaliTad, erT-erTma sadazRvevo kompaniam neba darTo Tavis 200 damoukidebel agents, esargeblaT kompaniis monacemTa baziT, sadac ganTavsebulia informacia 1 milioni momxmareblis Sesaxeb. aman agentebs maRali riskis mqone momxmareblis identificirebis saSualeba misca. WalMart-i Tavis mimwodeblebs uzrunvelyofs orwliani monacemebiT imis Sesaxeb, rogor gaiyida maTi produqcia Wal-Mart-is maRaziebSi.21 Tanamedrove teqnologiis wyalobiT, marketingis menejerebs informaciaze pirdapir miuwvdebaT xeli nebismier drosa da virtualurad nebismieri adgilidan. maT SeuZliaT Sevidnen sistemaSi saxlidan, sastumrodan, aeroportidan, anu sadac ki leptopis gaxsna da internetTan mierTeba SeuZliaT. aseTi sistemebi menejerebs saSualebas aZlevs, sasurveli informacia pirdapir da swrafad moi povon da saWiroebisamebr gamoiyenon. maT TiTqmis yvela adgilidan SeuZliaT sasurveli monacemebis mopoveba, misi analizi da qselis saSualebiT Sedegebis sxva pirebisTvis gadagzavna.
marketingul kvlevasTan dakavSirebuli sxva sakiTxebi

am qveTavSi ganxilulia ori specifikuri sakiTxi: marketinguli kvleva mcire biznessa da arakomerciul organizaciebSi da saerTaSoriso saqmianobis marketinguli kvleva. bolos ki, yuradRebas gavamaxvilebT marketinguli kvlevis sazogadoebriv da eTikur sakiTxebze. marketinguli kvleva mcire biznessa da arakomerciul organizaciebSi iseve rogorc msxvili firmebi, mcire organizaciebic saWiroeben bazris Sesaxeb informacias. damwyeb bizness sWirdeba informacia industriis, konkurentebis, potenciuri myidvelebisa da axal sabazro SeTavazebebze reaqciebis Sesaxeb. arsebulma mcire biznesebma yuradReba unda gaamaxvilon myidvelTa moTxovnilebebisa da survilebis cvlilebebze, axal produqtebze maT reaqciebze da konkurentul garemoSi arsebul gadanacvlebebze. mcire biznesisa da arakomerciuli organizaciis menejerebi xSirad Tvlian, rom marketinguli kvlevis warmoeba mxolod msxvili kompaniisa da didi biujetis mqone kvlevis eqspertebs SeuZliaT. marTlac, farTomasStabiani kvlevis warmoebisaTvis bevrad ufro meti materialuri resursia saWiro, vidre mcire bizness SeuZlia uzrunvelyos. magram am TavSi ganxiluli marketinguli kvlevis bevri teqnika mcire biznesisTvisac aris xelmisawvdomi. mcire biznesis an arakomerciuli organizaciebis menejerebs SeuZliaT maT garSemo arsebul movlenebze martivi dakvirvebiT sasargeblo informaciis mopoveba. magaliTad, sacalo movaWrem axali adgili unda Seafasos avtotransportisa da qveiTad mosiaruleTa moZraobaze dakvirvebiT. adgilobrivi mediidan Segrovebuli reklamebiT maT SeuZliaT konkurentebis reklamebis
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Seswavla. imis mixedviT, Tu ramdeni da rogori kategoriis adamia-ni dadis maRaziebSi sxvadasxva dros, maT SeuZliaT sakuTari momxmareblis kompleqsi Seafason. amasTan erTad, mcire biznesis bevri menejeri yoveldRiurad stumrobs konkurentTa maRaziebs da konkurentebTan urTierTobis CamoyalibebiT alRos uRebs momxmarebelTan urTierTobas. tom quhili, atlantaSi ori restornis mflobeli, menejerebs restornis gareT sadilobis uflebas aZlevs, raTa ukan axali ideebiT dabrundnen. atlantaSi momuSave iuvelirma frank maierma ki, romelic sxva qalaqebSi momuSave konkurentebs xSirad stumrobda, Seiswavla da gadmoiRo saiuveliro nawarmis sademonstracio dafis ganaTebis xerxi.22 menejerebs SeuZliaT araformaluri gamokiTxvis Catareba patara zomis amonakrebTan. SesaZlebelia araformaluri fokus-jgufebis Catareba, magaliTad, myidvelTa patara jgufis sadilad miwveva da maTTan erTad saintereso Temebis ganxilva. sacalo maRaziis gamyidvelebs maT maRaziebSi Semosul klientebTan gasaubreba SeuZliaT, saavadmyofos momsaxure personals ki _ pacientebTan; arasamuSao saaTebSi restornis menejerebs SeuZliaT momxmareblebTan darekva da gamokiTxva, Tu romeli restornebiT sargebloben da ra azris arian im midamoebSi arsebul sxvadasxva restoranze. kompania Bissell-ma, romelsac xaliCebis wmendis industriaSi Tavisi niSa ukavia, patara, xelsayreli amonakrebis saSualebiT swrafad da iafad moaxdina bazris testireba. gamokiTxva Seexeboda Steam Gun-s (orTqlis iaraRs), romelic warmoadgens saxlis dasasufTavebel, mtversasrutis msgavs, axal mowyobilobas. imis gasarkvevad, Tu rogor miiRebda momxmarebeli axal produqts, Bissell-s mxolod 4 kvira da sakmaod mcire biujeti hqonda. man icoda, rom bavSviani qalebi aseT produqcias xSirad yiduloben, amitom man dedebis asociacias 1500-dolariani saCuqari gaukeTa, raTa mis wevrebTan prezentaciis Catarebis neba daerToT. prezentaciis Semdeg man amoarCia 20 dainteresebuli qali, romlebsac Steam Gun-i aCuqa da specialuri Jurnali misca, sadac produqtis Sesaxeb Canawerebi unda gaekeTebinaT. Semdgomi orkviriani gamosacdeli periodis ganmavlobaSi, Bissell-is marketingis direqtori saxlSi stumrobda am qalbatonebs, raTa enaxa, rogor iyeneben isini produqts. aman gamoaSkarava ramdenime saintereso faqti. pirveli, Bissell-ma Seityo, rom qalebs ar sjerodaT, rom cxeli wyliT wmenda SesaZlebelia qimiuri saSualebebis gamoyenebis gareSe. meore, saWiro iyo produqtisaTvis saxelis Secvla. bavSvebma SesaZloa xelSi aiRon Steam Gun-i da daZmas daumiznon. yuradReba miaqcies erT bavSvs, romelic ambobda: `gaSeSdi, Torem Camogidnob mag saxes.~ sabolood, Bissell-ma aRmoaCina, rom produqciis mimarT sakmaod gansakuTrebuli moTxovna arsebobda diasaxlisebis mxridan, romlebsac sisufTavisadmi seriozuli damokidebuleba hqondaT. isini axal produqts Znelad misawvdomi adgilebis dasasufTaveblad iyenebdnen da haeris Zlieri nakadiT Znelad mosaSorebel WuWys wmenddnen. Bissell-ma produqtis stimulireba am or aRmoCenaze daafuZna. man produqts D saxeli Seucvala _ Steamn Clean uwoda da koncentracia cxel gamwmend Zalaze moaxdina. Steamn Clean-ma warmatebiT dai pyro qveynis sacalo maRaziebi.23 agreTve, menejerebs SeuZliaT Caataron martivi eqsperimentebi. magaliTad, fondebis mosazidad gankuTvnili regularuli werilebis Sinaarsis cvlilebiT arakomerciuli organizaciis menejers SeuZlia saukeTeso teqstis SerCeva. patara organizaciebs SeuZliaT msxvili biznesisaTvis xelmisawvdom meoreul monacemTa didi nawilis mopoveba. amasTan erTad, bevri asociacia, adgilobrivi media, savaWro palata da saxelmwifo organizaciebi patara organizaciebs gansakuTrebul daxmarebas uweven. aSS-is mcire biznesis administrirebis departamenti sTavazobs aTobiT ufaso publikaciasa da vebgverds (www.sbaonline.cba.gov), romlebic iZlevian rCevebs rogorc mcire biznesis wamowyebis, dafinansebisa da gafarToebis, aseve sakredito baraTebis SekveTis Sesaxeb. informaciis kargi wyaro SesaZloa iyos adgilobrivi biblioTekebis biznesis ganyofilebebi. xSirad, adgilobrivi gazeTebi uzrunvelyofen informa-
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cias adgilobrivi myidvelebisa da maTi yidvis modelebis Sesaxeb. dabolos, internetis saSualebiT mcire biznesis menejerebs SeuZliaT mniSvnelovani moculobis informacia Seagrovon: daaTvalieron konkurentebisa da momxmareblebis veb-gverdebi da internetis saZiebeli grafis saSualebiT maTTvis saintereso kompaniebi da sakiTxebi gamoikvlion. amdenad, mcire biujetis mqone patara organizaciebs SeuZliaT efeqturad gamoiyenon meoreuli monacemebi, dakvirveba, gamokiTxva da eqsperimenti. miuxedavad imisa, rom aseTi kvlevebis araformaluri meTodebi naklebad kompleqsuria da nakleb xarjebTan aris dakavSirebuli, mainc maTi frTxili marTvaa saWiro. menejerebi dakvirvebiT unda miudgnen kvlevis miznebis sakiTxs, winaswar SeimuSaon SekiTxvebi, gaiTviTcnobieron is gadaxrebi, rac mcire amonakrebs Tan axlavs da kvleva sistematurad awarmoon.24 saerTaSoriso saqmianobis marketinguli kvleva saerTaSoriso saqmianobis mkvlevarebi gadian igive etapebs, rasac adgilobrivi mkvlevarebi dawyebuli kvlevis problemisa da miznebis gansazRvriT, damTavrebuli Sedegebis ganmartebiTa da moxsenebis gakeTebiT. Tumca saerTaSoriso kompanias xSirad ufro meti da sxvadasxvagvari problema aqvs. saerTaSoriso biznesebis mkvlevarebi sxvadasxva qveyanaSi gansxvavebul bazrebs ganageben. xSirad, aseT bazrebs Soris sakmaod didi sxvaoba aris ekonomikuri ganviTarebis donis, kulturis, Cvevebisa da yidvis modelebis mixedviT. mkvlevarebi srulyofili meoreuli monacemebis mokvlevisas sazRvargareTis bevr bazarze garkveul sirTuleebs awydebian. maSin rodesac aSS-Si SesaZlebelia sarwmuno meoreuli monacemebis mopoveba, bevr qveyanaSi kvleviTi momsaxureba TiTqmis arc arsebobs. zogierTi msxvili saerTaSoriso kvleviTi kompania bevr qveyanaSi moqmedebs. magaliTad, msoflios udidesi marketinguli kvlevis korporacia AC Nielsen-s msoflios 100-ze met qveyanaSi gaaCnia Tavisi ofisebi. msoflios marketinguli kvlevis 25 udidesi firmis Semosavlis 63% modis qveynis gareT arsebuli maTi filialebidan.25 amgvarad, maSinac ki, rodesac meoreuli monacemebi xelmisawvdomia, misi mopoveba bevri wyaros gamoyenebiT xdeba SesaZlebeli, rac informaciis Sedarebasa da kombinirebas arTulebs. kargi meoreuli informaciis naklebobis pirobebSi saerTaSoriso mkvlevarebs xSirad sakuTari pirveladi monacemebis Sekreba uwevT. aqac, imis gamo, rom qveynis SigniT sasurvel informaciebs ver agroveben, mkvlevarebi garkveuli problemis winaSe dgebian. magaliTad, SesaZloa maTTvis rTuli aRmoCndes, ubralod, kargi amonakrebis Sedgena. amonakrebis Sesaqmnelad aSS-is
bevri asociacia, media da samTavrobo saagento uzrunvelyofs patara organizaciebs specialuri daxmarebebiT. suraTze warmodgenilia aSS-is mcire biznesis administrirebis departamentis veb-gverdi, romelic iZleva rCevebis farTo speqtrs: mcire biznesis wamowyebis, dafinansebis da gafarToebis sakiTxebs.
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mkvlevarebs SeuZliaT gamoiyenon mimdinare telefonis direqtoriebi, aRsaweri raionis monacemebi, socialur-ekonomikuri monacemebis calkeuli wyaroebi. magram bevr qveyanaSi sakmaod xSiria aseTi informaciis nakleboba. msoflios sxvadasxva kuTxeSi respondentebTan dakavSireba xSirad arc ise advilia. meqsikaSi mkvlevarebi ver daeyrdnobian telefonis an fostis monacems _ arsebuli monacemebis umetesoba `karidan karze~ siaruliT aris Segrovebuli da mxolod sam Tu oTx did qalaqs moicavs. zogierT qveyanaSi telefoni arcTu ise bevr adamians aqvs. magaliTad, argentinaSi aTas adamianze mxolod 32 telefoni modis. sxva qveynebSi ki safosto sistema notarialurad arasaimedoa. magaliTad, braziliaSi fostis saSualod 30 procenti arasdros midis adresatamde. bevr ganviTarebad qveyanaSi, transportirebis cudi sistemisa da gzebis gamo, zogierT raionTan dakavSireba da pirispir gasaubreba sakmaod rTulia da did xarjebs moiTxovs. dabolos, ganviTarebad qveynebSi mosaxleobis sakmaod mcire raodenobaa CarTuli internetSi.26 mkvlevarebs damatebiTi problemebi eqmnebaT qveynebs Soris kulturuli gansxvavebebis gamo. yvelaze gamokveTili dabrkoleba aris ena. magaliTad, kiTxvari Sedgenilia erT enaze da Semdeg xdeba misi gadaTargmna. Semdeg ki analizisa da ganmartebisaTvis saWiroa pasuxebis ukan gadmoTargmna. amis gamo kvleva garkveul damatebiT xarjebs moiTxovs da, amasTan erTad, Secdomebis albaTobac izrdeba. kiTxvaris gadaTargmna arcTu ise advilia. bevr idiomas, frazasa Tu ganacxads sxvadasxva qveyanaSi Roper ASW, Inc. awarmoebs samuSaoebs sainformacio resursebis moZiebaSi `braziliidan aRmosavleT evropamsxvadasxva mniSvneloba aqvs. danieli specialisti de, keip-taunidan pekinamde - Tu Tqven sadme xarT, Roper aRniSnavs: `SeamowmeT kiTxvari sxvadasxva mTargm- ASW, Inc.-ic iq aris~. nelTan, gadmoTargmneT isev inglisurad is, rac inglisuridan TargmneT, da Tqven SokSi aRmoCndebiT. maxsovs [erTi magaliTi]: `Tvals miRma, daviwyeba~ gadaTargmnes rogorc ùxilavi sagnebi SeSlilebi arian~.27 sxvadasxva qveynis momxmarebels sxvadasxva damokidebuleba aqvs marketinguli kvlevisadmi. erTi qveynis mosaxleoba kiTxvebs xalisiT pasuxobs, sxvagan ki SesaZloa pasuxis gacemaze saerTod uari ganacxadon. zogierT qveyanaSi xalxs ucxoebTan laparaks adaT-wesebi ukrZalavs. garkeveul kulturebSi zogierTi kiTxva xSirad Zalian piradulad iTvleba. magaliTad, laTinuri amerikis bevr qveyanaSi xalxs SesaZloa moeridos mkvlevarebTan TavianTi Sampunis, dezodorantis an sxva personaluri produqciis Sesaxeb gasaubreba. aseve, muslimanuri qveynebis umetesobaSi akrZalulia genderulad Sereuli fokus-jgufebi, iseve rogorc mxolod qalebisagan Semdgari fokusjgufis videoze Cawera.28 maSinac ki, rodesac respondents surs pasuxis gacema, SesaZloa man es gaunaTleblobis gamo ver SeZlos. ganviTarebad qveynebSi saSualo klasis respondentebma, im mizniT, rom mkvlevars SeZlebul mcxovreblebad moaCvenon Tavi, SesaZloa cru informacia miawodon. magaliTad, indoeTSi Cais moxmarebis Seswavlisas saSualo Semosavlis mqone respondentTa 70% acxadebda, rom isini erovnuli Cais brendis ramdenime saxeobiT sargeblobdnen. magram mkvlevarebs sakmao safuZveli hqondaT, am SedegebSi eWvi SeetanaT indoeTSi gasayidi Cais 60% aris arabrendirebuli. am problemebis miuxedavad, saerTaSoriso marketingis bolodroindelma ganviTarebam gamoiwvia saerTaSoriso marketinguli kvlevis ufro intensiuri gamoyeneba. SesaZloa saerTaSoriso saqmianobis kvlevasTan dakavSirebuli problemebi da xarjebi maRalia, magram kvlevis Catarebis gareSe _ gaparuli Secdomebisa da xelsayreli SesaZleblobebis pirobebSi _ SesaZloa es xarjebi ufro maRali aRmoCndes.
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sajaro politika da eTika marketinguli kvlevisas marketinguli kvleva sasargebloa rogorc momxmareblisaTvis, aseve im kompaniisaTvis, romelmac is daafinansa. marketinguli kvlevis saSualebiT kompania iRebs met informacias momxmareblis saWiroebebis Sesaxeb, Sedegad ufro faseul momsaxurebasa da produqts qmnis da amiT momxmarebelTan urierTobas aZlierebs. Tumca marketinguli kvlevis arasworma gamoyenebam SesaZloa momxmarebels ziani miayenos an gaaRizianos. marketinguli kvlevisas sajaro politikisa da eTikis ori mTavari problema arsebobs: momxmarebelTa konfidencialobis xelyofa da kvlevis aRmoCenebis araswori gamoyeneba. momxmarebelTa konfidencialobis xelyofa. bevri momxmarebeli marketingul kvlevas dadebiTad uyurebs da Tvlis, rom igi sasargeblo miznebs emsaxureba. zogierTs marTlac siamovnebs intervius micema da sakuTari Sexedulebis gaziareba. magram zogjer momxmarebeli Zalian uaryofiTad aris ganwyobili da marketingul kvlevebs ar endoba. maTi mcire nawili SiSobs, rom Rrma grZnobebis Sesamowmeblad mkvlevarebma SesaZloa specialuri meTodebi gamoiyenon da Semdeg, miRebuli codniT, maTi yidvis procesi marTon; an ganicdian im faqts, rom marketologebi momxmarebelTa konfidencialuri informaciis uzarmazar monacemTa bazas floben. magaliTad, DoubleClick-i qseluri momxmareblis 100 milion profils moicavs. aris saSiSroeba, rom aseTi uzarmazari maprofilebeli monacemTa baza aramiznobrivad iqnas gamoyenebuli da aman individebis konfidencialobas safrTxe Seuqmnas. faqtobrivad, momxmareblebis zusti profilis Sesaqmnelad DoubleClick-ma qseluri monacemebisa da momxmarebelTa panelis kompaniis mier Segrovebuli monacemebi gaaerTiana. azrTa sakmaod didi sxvadasxvaoba gamoiwvia DoubleClick-ma, rodesac man gamoacxada, rom apirebda biznesmenebisaTvis veb-momxmarebelTa 100000 profilis miyidvas, maT Soris iyo maTi saxelebi da sakontaqto informacia. Tumca, federaluri savaWro komisiis moTxovnis safuZvelze, DoubleClick-ma axlaxan konfidencialobis radikaluri standartebi miiRo.29 zogi gabrazebulia im faqtiT, rom, gamokiTxvis Catarebis sababiT, zogierTi kompania maTTvis garkveuli produqciis miyidvas cdilobda. Sesabamisad, momxmarebeli ver asxvavebs kanonier marketingul kvlevas telegayidvis mcdelobisagan da interviueris laparakis dawyebamde interviuze civ uars acxadebs. umetesoba, ubralod, aRSfoTebas gamoxatavs TavianTi uflebebis darRvevis gamo. maT ezizRebaT satelefono Tu safosto gamokiTxvebi, romlebic Zalian grZeli da xelSemSlelia maTTvis. momxmarebelTa mzardi guliswyroma kvlevis industriis mTavar problemad iqca. erT-erTi ukanaskneli gamokiTxvis Sedegad aRmoCnda, rom amerikelebis 82% SeSfoTebulia im faqtiT, rom isini biznesmenebis mier maTi personaluri informaciis gamoyenebas ver akontroleben. 41%-ma ganacxada, rom biznesma maTi piradi samyaro dai pyro. ukanasknel wlebSi am damokidebulebam gamokiTxvebis gamoxmaurebis procenti Seamcira. erT-erTi kvlevis Sedegad aRmoCnda, rom gasul wels amerikeli mosaxleobis 45%-ma gamokiTxvaSi monawileobaze uari ganacxada. 15 wlis win ki es maCvenebeli mxolod 24%-s udrida. meore kvlevis Tanaxmad, momxmarebelTa 59%-ma kompaniisaTvis informaciis miwodebaze uari ganacxa, radgan CaTvala, rom amis realuri saWiroeba ar arsebobda an igi Zalian piraduli iyo. 5 wlis win aseTi pasuxebis maCvenebeli 42%s Seadgenda.30 am problemis gadasaWrelad marketinguli kvlevebis industria sxvadasxva xerxs mimarTavs. magaliTad, programa `Tqveni azri mniSvnelovania~, romelic momxmarebels marketinguli kvlevis sargeblobis Sesaxeb garkveul codnas awvdis da aswavlis, rogor ganasxvaos igi satelefono vaWrobisagan. meore xerxi aris cxeli xazis gamoyofa, raTa xalxs SeeZlos darekva da gamokiTxvis kanonierebaSi darwmuneba.31 dResdReobiT, bevr kompaniaSi maT Soris IBM-Si, AT&T-Si, American Express-Si, Doubleclick-sa da Microsoft-Si Seqmnilia `konfidencialobis mTavari oficris~ (CPO) Tanamdeboba, romlis movaleobaSi im momxmarebelTa saidumloebis dacva Sedis, romlebic kompaniasTan TanamSromloben. Microsoft-is konfidencialobis mTavari oficeri acxadebs, rom misi movaleobaa kompaniis monacemTa politikis wardgena, raTa Tvalyuri adevnos da darwmundes, rom nebismieri programa, romelsac kompa-
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4.3
biznesi saqarTveloSi
bikonsaltingi _ mudam siaxlis ZebnaSi
swrafad ganviTarebadma biznes garemom saqarTveloSi bevri axali kompaniis da momsaxurebis danergvas Seuwyo xeli. momsaxurebis erTi saxe, rCeva-konsaltingi yvela kompanias sWirdeba. swored sabazro moTxovniT iyo gamowveuli kompania bikonsaltingis Seqmna 2005 wels. dReisaTvis bikonsaltingi kompaniebs konsultacias uwevs Semdeg sakiTxebSi: marketingi, marketinguli kvlevebi, menejmenti, saoperacio menejmenti, strategiuli dagegmareba, finansebi.
cdilobs Tavis momxmarebels SesTavazos axali produqtebi. kompaniam danerga iseTi produqtebi, rogoricaa sabanko produqtebis kvleva programuli uzrunvelyofiT da momsaxurebis xarisxis gaumjobesebis (Gap) modeli, aseve aqtiurad anviTarebs biznesis marTvis sxvadasxva sferos autsorsings.
produqtebi sxva bankebTan mimarTebaSi, gaakeTon konkurentuli analizi da fex-da-fex mihyvnen konkurentebis inovaciebs.
samomxmareblo napralis (Gapis) modeli

momxmarebeli aRiqvams xarisxs ara rogorc zogad ganusazRvrel cnebas, aramed masSi aerTianebs 5 maxasiaTebels. esenia sandooba, reagirebis unari, damajerebloba, Tanadgoma da fizikuri garemo. swored am 5 maxasiaTebelze dayrdnobiT momxmarebels uyalibdeba molodini momsaxurebis Sesaxeb, rac myidvelis mier am Tu im momsaxurebis gamoyenebis mizezs warmoadgens. xolo momsaxurebis miRebis Semdeg momxmarebels subieqturi aRqma eqmneba, rac misTvis procesis realuri suraTis amsaxvelia. xSirad myidvelis molodini ar emTxveva mis mier miRebul momsaxurebis xarisxis aRqmas, rac iwvevs samomxmareblo napralis warmoSobas, romelic Tavis mxriv ganapirobebs myidvelis ukmayofilebas, konkurentebTan gadasvlas da aRniSnuli kompaniis Semosavlis dabal maCvenebels. arsebobs 4 saxis naprali, romlebic ganapirobebs samomxmareblo napralis arsebobas, anu iwvevs cdomolebas momxmareblis molodinisa da momsaxurebis xarisxis aRqmas Soris.
sabanko produqti
sakonsultacio kompania bikonsaltingi 2005 wlis gazafxulidan axorcielebs sabanko produqtebisa da tarifebis monitorings. kompania akvirdeba saqarTvelos sabanko sivrceSi arsebul yvela ZiriTad produqtebs, (plastikuri baraTebi; depozitebi; sesxebi; momsaxurebis tarifebi; swrafi fuladi gzavnilebi; ganvadeba), maT parametrebs da tarifebs. proeqtSi monawileobs saqarTvelos sabanko industriaSi moqmedi yvela ZiriTadi komerciuli banki. moZiebuli monacemebi sistematizirdeba specialurad Seqmnil programul uzrunelyofaSi (diagrama 1). monacemebis mudmivi ganaxleba da maTi onlain reJimSi analizis SesaZlebloba produqts ufro funqcionalurs, moqnils da paraqtikuls xdis. es produqti saSualebas aZlevs sabanko sivrceSi moqmed organizaciebs, ganixilon TavianTi
sakonsultacio jgufi
ganaTleba, profesionalizmi, gamocdileba, gunduri muSaobis SesaZlebloba da interesi es aris Tvisebebi, romlebic sakonsultacio kompaniis gundis wevrebs axasiaTebs. erTi miznisaTvis warmatebis misaRwevad. bikonsaltingi gamoirCeva inovaciuri azrovnebiT da yovelTvis
diagrama 1
1.
momxmarebelTa molodinis ar codna.

gagZeleba ix. gv. 138
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2.
araswori momsaxurebis di-zainisa da xarisxis standartebis SemuSaveba. standartebis Seusabamo momsaxurebis miwodeba.
bis xarisxis gaumjobeseba, rac metad mniSvnelovania yvela kompaniisTvis.
vidan acileba autsorsingi SeiZleba moxdes rogorc funqcionaluri, aseve nawilobrivi. kompaniam SeiZleba garkveuli operaciebi an mTlianad romelime departamentis funqcia miandos sakonsultacio jgufs. es damokidebulia adamianur resursebze da xarjebis optimizaciaze, radganac amgvari gadawyvetileba SeiZleba ufro efeqturi iyos saboloo miznis misaRwevad. dReisaTvis saqarTveloSi samwuxarod ar aris sakmarisi kvalificiuri kadri, rom warmatebulad marTos esa Tu is biznesi. es problema xels uSlis kompaniebis ganviTarebas da zogierTi gakotrebamdec ki mihyavs. swored amitom bikonsaltingma aqtiurad daiwyo am mimarTulebis danergva, raTa daexmaros kompaniebs ufro efeqturad warmarTon TavianTi saqmianoba.
3. 4.
autsorsingi
autsorsingi pirvelad biznes samyaroSi 1980 wels gamoCnda da xSirad moixsenieba rogorc zogierTi Sida operaciebis delegireba gare, ucxo biznes erTeulebze. arsebobs bevri mizezi imisa Tu ratom iReben kompaniebi gadawyvetilebas autsorsingis Sesaxeb. ucxo kompaniis sferoSi gamocdileba
cdomileba danapirebsa da miwodebul momsaxurebis Soris. arsebuli probmleba Zalzed aqtualuria dReisaTvis saqarTveloSi, gamomdinare iqidan rom kompaniebis umetesi nawili swored samomxmareblo biznesSi moRvaweobs. imisaTvis, rom kompaniam moizidos momxmarebeli da SeZlos misi SenarCuneba, man unda danergos sistema, romelic uzrunvelyops momsaxurebis xarisxs. kompania bikonsaltingi aris pirveli kompania saqarTveloSi, romelic sTavazobs calkeul meTodebs, romelTa saSualebiTac SesaZlebeli xdeba, rogorc calkeuli napralebis daxurva, aseve mTlianobaSi kompaniis momsaxure-
danaxarjebis Semcireba operaciebis ufro gamarTulad marTva ZiriTad sqmianobaze koncentrireba zedmeti pasuxismgeblobis Ta-
nia qmnis, momxmareblis konfidencialobis dacvas emsaxureba. agreTve, kompaniis TanamSromelTa konfidencialobis sakiTxebi da kavSirebis Sesaxeb informaciiT uzrunvelyofa. aseTi konfidencialobis oficris Tanamdeboba aSS-is, sul mcire, 100 kompaniaSi arsebobs da mosalodnelia, es ricxvi sakmaod swrafad gaizardos. faqtobrivad, rogorc erT-erTi eqsperti ambobs, momxmarebelTa konfidencialobis dacvis kanonebis wyalobiT, mosalodnelia, 2006 wlisaTvis am Tanamdebobis samuSao adgilebis ricxvi 30000-mde gaizardos.32 rogorc American Express-is momxmareblis konfidencialobis mTavari oficeri sali qoveni acxadebs, biznesi, romelsac kavSiri aqvs momxmareblis informaciasTan, konfidencialobis dacvis sakiTxebs seriozulad unda miudges. `konfidencialobis dacva, es sulac ar aris axali, cxel-cxeli sakiTxi American Express-Si~, _ ambobs igi. 1991 wels kompaniam Camoayaliba konfidencialobis mTeli rigi princi pebisa, xolo 1998 wels igi pirveli iyo im kompaniaTa Soris, romlebmac Tavis veb-gverdebze es sakiTxebi ganaTavses. momxmarebelTa konfidencialobisken aseTi swrafvis wyalobiT, American Express-ma axali momsaxureba waradgina, romelic momxmareblis konfidencialobas icavs American Express-is sakredito baraTiT onlianSesyidvebis dros. American Express konfidencialobas ganixilavs, rogorc konkurentuli upiratesobebis mopovebis gzas, romlis saSualebiT momxmarebeli erT kompanias meores amjobinebs.33 momxmareblis konfidencialoba: American Express-i iyo pirveli im kompaniebs Soris, romlebmac veb-gverdebze konfidencialobis princi pebi ganaTavsa. daskvnis saxiT SegviZlia vTqvaT, Àmerican Express-i afasebs Tqvens konfidencialobas da yovelTvis mis sadararom, Tu marketinguli kvleva, joze dgas.~ informaciis sanacvlod, myidvels
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maRali faseulobiT uzrunvelyofs, maSin is siamovnebiT miiRebs monawileobas kvlevaSi. magaliTad, Amazon.com-is momxmarebeli winaaRmdegi ar iqneba, Tu firma monacemTa bazas im produqciisaTvis Seqmnis, romelsac isini yiduloben, raTa uzrunvelyon rekomendaciebis SeTavazeba. es ki zogavs myidvelis dros da uzrunvelyofs mas faseulobiT. amis msgavsad, Bizrates-is momxmarebeli siamovnebiT avsebs eleqtronuli sacalo vaWrobis saitebis gamokiTxvebs, radgan Sesyidvis gadawyvetilebis miRebisas maT saSualeba eqnebaT, sxvebis mier dafiqsirebul reitingebs gadaavlon Tvali. mkvlevarebisaTvis saukeTeso midgoma aris mxolod im informaciis moZieba, romelic maT faseulobis uzrunvelsayofad sWirdebaT, misi pasuxismgeblobiT gamoyeneba da momxmarebelTa nebarTvis gareSe misi gasxvisebis Tavidan acileba. kvlevis Sedegebis araswori gamoyeneba. marketinguli kvleva darwmunebis sakmaod Zlieri iaraRi SeiZleba iyos. xSirad, kompaniebi kvlevis Sedegebs Tavis sareklamo kampaniebsa da gayidvebis stimulirebaSi iyeneben. zogierT SemTxvevaSi, gamokiTxvebi swored sasurveli efeqtis mosaxdenad aris SemuSavebuli. kompaniaTa mcire nawili Riad, eSmakuri xrikebis gamoyenebiT, arasworad warmoaCens kvlevis Sedegebs. es aris ostaturi `gazviadebis~ tendenciis gamamJRavnebeli. ganvixiloT Semdegi magaliTi:34 Chrysler-is mier Catarebuli kvleva amtkicebs, rom manqanebis satesto gatarebis Semdeg amerikelebis umravlesobas Chrysler-i urCevnia Toyta-s. Tumca testirebaSi mxolod 100 adamiani monawileobda. ufro mniSvnelovania is faqti, rom gamokiTxulTagan arc erTs ar hyavda ucxouri manqana. amgvarad, aRmoCnda, rom isini aSS-is warmoebis manqanebisadmi winaswarve keTilganwyobilni iyvnen. Black Flag-is gamokiTxva: `taraknebis sawinaaRmdego disko. . . nelnela wamlavs taraknebs. momakvdavi tarakani Tavis budes ubrundeba da sikvdilis Semdeg mas sxva taraknebi Wamen. Semdeg ukve es taraknebic iwamlebian da ixocebian. Tqveni azriT, ramdenad efeqturi iqneba am saxis produqti taraknebis dasaxocad?~ gasakviri ar aris, rom 79%-ma ganacxada _ es saSualeba efeqturia. erTjeradi xelsaxocebis industriis mier dafinansebuli gamokiTxva arkvevda: `gamoangariSebulia, rom dRevandeli nagavsayrelis 2%-ze naklebi erTjeradi xelsaxocebis narCenebia. amis sapirispirod, sasmeli konteinerebi, mesame klasis fosta da ezos narCenebi saSualod nagavsayrelis 21%-s Seadgens. yovelive amis Semdeg, Tqveni azriT, samarTliania Tu ara erTjeradi xelsaxocebis akrZalva?~ isev ar aris gasaocari, rom 84%-ma upasuxa _ àra~. amgvarad, kvlevis amonakrebis araswori SerCeviT an arCevanis Tu kiTxvebis formulirebiT mani pulacia did gavlenas axdens miRweul Sedegebze. arsebobs SemTxvevebi, rodesac e.w. damoukidebel kvlevebs, realurad, garkveuli kompaniebi afinanseben, romlebic SedegiT dainteresebulni arian. kvlevis an misi Sedegebis ganmartebaSi Tundac mciredma cvlilebam SesaZloa sakmaod Zlieri gavlena iqonios Sedegebis mimarTulebaze. magaliTad, arsebobs sul mcire 4 kargad cnobili kvleva, romlebmac erTjeradi xelsaxocebis gamoyenebiT garemo pirobebze zegavlena qsovilis xelsaxocebis gavlenas Seadares. qsovilis xelsaxocis mwarmoebeli industriis mier dafinansebulma orma kvlevam cxadyo, rom qsovilis xelsaxocebs garemo pirobebze ukeTesi gavlena hqonda. gasakviri ar aris, rom qaRaldis xelsaxocebis industriis sponsorobiT Catarebulma orma kvlevam sruliad sapirispiro daskvna gamoitana. magram aRmoCnda, rom, mocemuli ZiriTadi varaudis gamoyenebiT, orive kvleva, Tavis mxriv, swori iyo. imis gaTviTcnobierebiT, rom SesaZlebelia gamokiTxvis damaxinjeba, ramdenime asociaciam maT Soris amerikis marketingulma asociaciam da marketinguli kvlevis asociaciam SeimuSava kvlevis eTikisa da marTvis standartebis kodeqsi. dabolos, araeTikuri an Seuferebeli moqmedebebis regulireba, ubralod, SeuZlebelia. momxmareblisa da sakuTari interesebis dasacavad TiToeulma kompaniam sakuTar Tavze unda aiRos xelmZRvanelobis, kontrolisa da sakuTari marketinguli kvlevis angariSebze pasuxismgebloba.
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koncefciebis kvaldakval
wina TavSi Cven ganvixileT marketinguli garemo. am TavSi SeviswavleT, rogor esmiT marketologebs sabazro sivrcisa da myidvelis. agreTve ganvixileT is saSualebebi, romlebic informaciis Segrovebisa da marTvisaTvis gamoiyenebian. am informacias marketingis menejerebi da gadawyvetilebis sxva mimRebebi iyeneben sabazro sivrceSi SesaZleblobebis gamosavlenad da marketinguli SeTavazebebis Sesaqmnelad. momdevno TavSi Cven kvlav davubrundebiT da ufro axlodan SevxedavT myidvelebsa da maT qcevas. dRevandel kompleqsur da swrafad cvalebad bazarze efeqturi da drouli gadawyvetilebebis misaRebad marketinguli menejerebi ufro met da ukeTes informacias saWiroeben. informaciis aseTi gazrdili saWiroeba ganapiroba informaciis miwodebis teqnologiebis sistemebis ganviTarebam. axali teqnologiebis gamoyenebiT dRes kompaniebi didi moculobis informacias floben, xandaxan sakmaod bevrsac ki. magram marketologebi mainc xSirad uCivian saWiro informaciis naklebobas an araswor informacias. amis sapasuxod, raTa menejerebs daexmarnon bazrisa da momxmareblis Sesaxeb informaciis mopovebasa da marTvaSi, bevri kompania swavlobs menejerTa moTxovnilebebs informaciaze da informaciuli sistemis danergvis sakiTxebs. da gare partniorebiTa da sxvebiT, vinc marketingul informacias saWiroeben. mis-i informacias iRebs Sida monacemTa bazebis, marketinguli dazvervisa da marketinguli kvlevis saSualebiT. Sida monacemTa baza Seicavs informacias kompaniis gayidvebis, xarjebis, maragebis, fuladi mimoqcevisa da sareklamo kampaniis Sesaxeb. aseTi informaciis mopoveba SesaZlebelia swrafad da mcire xarjebiT, magram igi xSirad marketingul gadawyveti-lebebTan adaptirebas saWiroebs. marketinguli dazverva aris marketingul garemoSi arsebuli konkurentebisa da miRwevebis Sesaxeb sajarod gavrcelebuli informaciis sistematuri Segroveba da analizi. marketinguli kvleva gulisxmobs organizaciis specifikur marketin-gul situaciasTan dakavSirebuli monacemebis sistemur Segrovebas, analizsa da moxsenebis momzadebas. dabolos, am wyaroebis saSualebiT Segrovebul informacias mis-i menejerebs saWiro formiT da saWiro dros awvdis, raTa ukeTesi gadawyvetilebis miRebaSi daexmaros.
SeisveneT:
1. ganmarteT kompaniisaTvis informaciisa da sabazro sivrcis Secnobis mniSvneloba. marketinguli procesi iwyeba sabazro sivrcisa da myidvelTa moTxovnilebebisa da survilebis sruli gagebiT. amrigad, momxmareblisaTvis saukeTeso faseulobisa da kmayofilebis Sesaqmnelad kompania sasargeblo informacias saWiroebs. mas aseve sWirdeba informacia konkurentebis, gadamyidvelebisa da bazarze arsebuli sxva moqmedi pirebisa da Zalebis Sesaxeb. sul ufro xSirad marketologebi informacias ganixilaven ara mxolod ukeTesi gadawyvetilebis miRebis aucilebel pirobad, aramed rogorc mniSvnelovan strategiul aqtivsa da marketingul iaraRs. 2. gansazRvreT marketinguli informaciis sis tema (mis) da ganixileT misi nawilebi. marketinguli informaciis sistema (mis) moicavs pirovnebebs, aRWurvilobasa da procedurebs, romelTa saSualebiTac xorcieldeba drouli, saWiro da zusti informaciis SerCeva da marketinguli gadawyvetilebebis mimRebebisaTvis misi gadacema. kargad SemuSavebuli informaciis sistema mis-i iwyeba da mTavrdeba informaciis gamomyeneblebiT marketingis menejerebiT, Sida
3. gansazRvreT marketinguli kvlevis procesis safexurebi marketinguli kvlevis procesis pirveli safexuri gulisxmobs problemis gansazRvrasa da marketinguli miznebis dasaxvas. kvleva SesaZloa iyos aRmoCeniTi, aRweriTi da mizezSedegobrivi. meore safexuri _ kvlevis gegmis Camoyalibebas, raTa moxdes pirveladi da meoreuli monacemebis Segroveba. mesame safexuri _ informaciis SegrovebiT, damuSavebiTa da analiziT marketinguli kvlevis gegmis ganxorcielebas. meoTxe safexuri _ Sedegebis ganmartebasa da angariSis wardgenas. informaciis analizis dros SesaZlebelia gamoyenebul iqnas analitikuri modelebi, rac marketologebs ukeTesi gadawyvetilebis miRebaSi daexmareba. Sida da gare meoradi monacemebis wyaroebi uzrunvelyofen informacias ufro swrafad da dabali danaxarjebiT, vidre pirveladi monacemebi. zogierT SemTxvevaSi, maT SeuZliaT iseTi saxis informacia gamoavlinon, romlis Segrovebas kompania sakuTari saxsrebiT ver SeZlebs. mkvlevarebma aseve unda Seafason meoreuli monacemebi, raTa darwmundnen, rom igi aris Sesatyvisi, zusti, axali da miukerZoebeli. aseTi zomebis miReba saWiroa pirveladi monacemebis Sefasebis drosac. pirveladi monacemebis Segrovebis TiToeul meTods dakvirveba, gamokiTxva da eqsperimenti _ Tavisi dadebiTi da uaryofiTi mxareebi gaaCnia. pirveladi kvlevis dakavSirebis TiToeul meTodsac fosta, telefoni, pirispir da eleqtronuli gaaCnia Tavisi upiratesobebi da naklovanebebi.
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4. ganmarteT, rogor axdens kompania marketinguli informaciis analizsa da gavrcelebas. Sida monacemTa bazis, marketinguli dazvervisa da marketinguli kvlevebis saSualebiT mopovebuli informacia, xSirad, analizs saWiroebs. es gulisxmobs rogorc statistikur analizs, aseve sxvadasxva analitikuri modelis gamoyenebas, rac marketologebs ukeTesi gadawyvetilebis miRebaSi exmareba. dReisaTvis bevrma kompaniam SeiZina egreT wodebuli myidvelTan urTierTobebis marTvis sistema (CRM), romelic maT uzrunvelyofs monacemTa bazaSi arsebul individualur myidvelTa Sesaxeb uzarmazari moculobis monacemebis integraciiT, analiziTa da gamoyenebiT. marketinguli informacias aranairi fasi ara aqvs, Tu masze dafuZnebiT optimaluri gadawyvetilebis miReba ar moxda. amgvarad, marketinguli kvlevebis specialistebma unda uzrunvelyon informaciis xelmisawvdomoba im pirebisaTvis, romlebic marketingul gadawyvetilebebs iReben. es gulisxmobs menejerTa
uzrunvelyofas sxvadasxva maCvenebelze sistematuri angariSebiT, dazvervis ganaxlebuli monacemebiTa da kvlevis Sedegebis Sesaxeb gakeTebuli moxsenebiT. am procesis gasaumjobeseblad bevri firma intranetsa da eqstranets iyenebs. Tanamedrove teqnologiis wyalobiT, marketingis menejerebs informaciaze pirdapir miuwvdebaT xeli nebismier drosa da virtualurad nebismieri adgilidan.
5. ganixileT specifikuri sakiTxebi, romelTa winaSe dganan mkvlevarebi, maT Soris sajaro politikisa da eTikis sakiTxebi. zogierTi marketologi marketingul kvlevas atarebs mcire biznesisTvis, arakomerciuli organizaciisaTvis an saerTaSoriso saqmianobis mqone kompaniisaTvis. marketinguli kvlevisas sajaro politikisa da eTikis ori mTavari pro-blema arsebobs: momxmarebelTa konfidencialobis xelyofa da kvlevis aRmoCenebis araswori gamoyeneba. marketingis menejerebma es sakiTxebi optimalurad unda gadawyviton.
TavSi gamoyenebuli terminebi

amonakrebi aRmoCeniTi kvleva aRweriTi kvleva gamokiTxva dakvirveba erTwyaroiani monacemTa sistema eqsperimentuli kvleva marketinguli dazverva marketinguli informaciis sistema (mis) Sample Exploratory research Descriptive research Survey research Observational research Single-source data systems Experimental research Marketing intelligence Marketing information system (MIS) marketinguli kvleva meoreuli monacemebi mizezSedegobrivi kvleva myidvelTan urTierTobis marTva onlainmonacemTa baza onlainmarketinguli kvleva pirveladi monacemebi fokus-jgufis gamokiTxva Sida monacemTa baza Marketing research Secondary data Causal research Costomer relationship management (CRM) Online databases Online marketing research Primary data Focus group interviewing Internal databases
imogzaureT
gansaxilveli sakiTxebi 1. ra gansxvavebaa Sida monacemTa bazas, marketingul dazvervasa da marketingul kvlevas Soris? Tavis mxriv, rogor exmareba TiToeuli meTodi organizacias sainformacio moTxovnilebebis dakmayofilebaSi? 2. warmoidgineT, rom Tqven xarT garujvis Semdeg gamosayenebeli losionis brendis menejeri. CamoayalibeT aRmoCeniTi kvlevis miznebi, aRweriTi kvlevis miznebi da mizezSedegobrivi kvlevis miznebi Tqveni produqtisTvis. ra gansxvavebebi iqneba monacemTa Segrovebis dros TiToeuli kvlevis miznis misaRwevad? 3. mcire bizness aqvs limitirebuli biujeti, ris gamoc izRudeba Casatarebeli kvlevebis pirvelsaxe da moculoba. patara jgufebSi imsjeleT, ra SeiZleba gaakeTos avejis patara sacalo maRaziis mflobelma konkurentebisa da momxmareblis Sesaxeb informaciis mosapoveblad limitirebuli biujetis pirobebSi. 4. ganixileT unikaluri gamowvevebi, romlebsac mkvlevarebi sxva qveynebSi kvlevis warmoebisas SeiZleba gadaawydnen. rogor SeiZleba am dabrkolebebis gadalaxva? 5. ra upiratesobebi gaaCnia meoreul monacemebs pirveladTan SedarebiT? ra upiratesoba gaaCnia pirvelad monacemebs meoreulTan SedarebiT? ratom aris meoreuli monacemebi marketinguli kvlevis aTvlis saTave? 6. misaloci baraTebis SerCevis dros rogor SeiZleba dakvirvebis gamoyeneba momxmareblis gadawyvetilebis procesis gasagebad? kidev ra informacias unda flobdeT momxmareblis mier misaloci baraTebis arCevanis Sesaxeb (informacia, romlis mopoveba SeuZlebelia dakvirvebis
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saSualebiT) da rogor SeiZleba maTi mopoveba? gamoyenebiTi SekiTxvebi 1. erT-erTi kvlevis Tanaxmad, 7 milionze metma adamianma saxlis regularuli telefonis xazi fiWuri telefoniT Caanacvla. warmoidgineT, rom Tqven xarT qalaqis fiqsirebuli satelefono qselis mqone kompaniis TanamSromeli, romelic nel-nela momxmarebels kargavs. aRwereT eqsperimenti da gamokiTxva, romlebic Tqvens kompanias am tendenciis daZlevaSi daexmareba. romeli midgoma iqneba kvlevis am sakiTxis gadasaWrelad yvelaze azriani? 2. Tqven da kidev sami studenti muSaobT United Airlines-Si. Tqven xarT im komisiis wevrebi,
romelmac momxmarebelTa kmayofilebis gasazomad kiTxvari unda Seqmnas da kvleva Caataros. gundis TiToeulma wevrma TiTo dakavSirebis meTodi unda aiRos (safosto, satelefono, pirispir da internetiT) da sxva wevrebs am meTodiT kvlevis Catarebis upiratesobebi daumtkicos. imsjeleT am meTodebis dadebiT da uaryofiT mxareebze, Semdeg jgufSi, xmis micemis saSualebiT, am oTxidan erT-erT meTods upiratesoba mianiWeT. 3. Tvali gadaavleT 4.1 cxrilSi mocemul gare sainformacio wyaroebs. amoirCieT sami vebgverdi da ewvieT mas. ra saxis monacemebis mopoveba SeuZlia axali savaWros adgilmdebareobis gansazRvriT dainteresebul Toyota-s manqanebis dilers?
teqnologiur samyaroSi
SAP aris programuli uzrunvelyofis wamyvani mewarme, romelic acxadebs, rom misi klientebis sia Seicavs Jurnal Fortune-is mier dasaxelebuli 500 warmatebuli kompaniis umetesobas. misi produqcia gamoiyeneba gayidvebisa da distribuciis, produqciis, maragebisa da myidvelTa angariSgebis marTvisaTvis. misi erT-erTi produqti aris myidvelTan urTierTobebis marTvis moduli, romlis mizania, kompaniebs daexmaros individualur momxmarebelTan dakavSirebuli didi moculobis informaciis marTvaSi. ewvieT SAP-is veb-gverds (www.sap.com) da waikiTxeT myidvelTan urTierTobebis marTvis saSualebebis Sesaxeb. 1. SAP-is veb-gverdze xelmisawvdom informaciaze dayrdnobiT, daaxasiaTeT CRM-is (myidvelTan urTierTobebis marTva) zogierTi SesaZlebloba. 2. Tu Tqven momxmarebelTa monacemTa bazas qmniT, raTa individualuri momxmareblebis monacemebi sastumroebis qselisaTvis gamoiyenoT, ra saxis informacias moi povebdiT momxmareblis Sesaxeb? 3. rogor SeagrovebdiT informacias sastumroebis momxmareblebis Sesaxeb da rogor gamoiyenebda marketingis menejeri am informacias momxmareblebTan urTierTobis gasaumjobeseblad?
eTikis samyaroSi
satelefono da internetgamokiTxvebis Catareba ufro garTulda, radgan xSirad eWviani momxmarebeli amas msubuqad SeniRbul savaWro zarebad aRiqvams. ufro metic, momxmareblebi zrunaven TavianT konfidencialobaze da ar surT, rom maTi piradi informacia arasworad gamoiyenon. amasTan erTad, usargeblo el-fostis spamis (SPAM) miRebisas (zogierTi Sefasebebis Tanaxmad, uaxloes momavalSi spami mTeli el-fostis naxevarze mets Seadgens) bevrs ar- aqvs dro, ganasxvaos kanonieri kvlevis Txovnebi usargeblo produqciis reklamisagan da, sabolood, saqme maTi waSliT mTavrdeba. 1. ra zomebs unda mimarTos kanonieri gamokiTxvis menejerma internet da satelefono gamokiTxvebisadmi sazogadoebis mzardi winaaRmdegobis dasaZlevad? 2. warsulSi, rodesac gTxovdnen satelefono an internetgamokiTxvaSi monawileobas, ras pasuxobdiT? migiRiaT Tu ara monawileoba? ratom? 3. ra meTodebs unda mimarTos kompaniam, romelic internetgamokiTxvebs atarebs, rom Tavisi eleqtronuli gzavnili spamisagan ganasxvaos?
ucxouri biznessituacia
Burke, Inc.-is biznessituacia moTavsebulia wignis bolos, danarT 1-Si.
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qarTuli biznessituacia
SBDF- mcire biznesis ganviTarebis fondi samegrelos regionSi
samegrelo _ saqarTvelos erT-erTi gamorCeuli da mniSvnelovani regioni _ samwuxarod 1990-iani wlebis dasawyisSi samoqalaqo areulobis da dapirispirebis Sedegad mniSvnelovnad dazaralda. sitaucia kidev ufro damZimda afxazeTSi ganviTarebuli cnobili movlenebis Semdeg ris Sedegadac samagrelo aRmoCnda separatistebis mier inspirirebuli saomari moqmedebebis sazRvarze. aseT pirobebSi samegrelos warmatebuli socialur-ekonomikuri ganviTareba, mniSvnelovani maniSnebeli faqtoria afxazeTTan mimarTebaSi. amgvari fonis pirobebSi, adgilobrivi moTxovnilebebis gaTvaliswinebiT, 2000 wlis oqtomberSi am regionSi funqcionireba daiwyo ,,danazogebisa da sesxebis proeqtma, romelic miznad isaxavda samegloSi Raribi da dabalSemosavliani mosaxleobisaTvis finansuri momsaxureobisadmi xelmisawvdomobis uzrunvelyofas. proeqti daarsda saerTaSoriso britanuli organizacia Oxfam-isa da holandiuri organizacia Novib-is erToblivi SeTan-xmebis Sedegad. 2003 wlis maisSi Novib-is mier saqarTvelos proeqti dasaxelda, rogorc yvelaze ufro dinamiuri da perspeqtiuli sam kavkasiur proeqts Soris da Sesabamisad miiRo mniSvnelovani damatebiTi sagranto dafinanseba 2003-2004 safinanso wlebisTvis, ramac uzrunvelyo proeqtis Semdgomi zrda. 2003 wlis seqtemberSi proeqti gamoeyo Oxtams da daregistrirda rogorc mcire biznesis ganviTarebis fondi (SBDF). Ffondis erTaderTi damfuZnebelia Oxfam-i (didi britaneTi). fondi miznad isaxavs samegrelos regionSi da mis momijnave raionebSi mcire biznesis ganviTarebisaTvis saWiro pirobebis xelSewyobas da mosaxleobaSi siRaribis da umuSevrobis donis Semcirebas. aRniSnuli miznis misaRwevad fondi iyenebs msoflioSi da gansakuTrebiT ki ganviTarebad qvenebSi farTod aprobirebul mikrosafinanso momsaxureobas, romelic am etapze warmodgenilia specializirebuli mikro sesxebiT. mosaxleobis miznobrivi segmentis dafinansebis gziT fondi xels uwyobs damwyebi da dabalSemosavliani mewarmeebis saqmiani unarCvevebis gamomuSavebas da rentabeluri ekonomikuri saqmianobis sawarmoeblad adeqvaturi sastarto da sabrunavi kapitalis akumulirebas. organizaciisTvis ti piur samizne segments warmodgens samegrelos regionis ekonomikurad aqtiuri mosaxleoba, romelic eweva mcireSemosavlian samewarmeo saqmianobas _ vaWrobis, momsaxurebis, soflis meurneobis da warmoebis sferoSi. dRidan daarsebisa organizaciis sakredito sqema ganicdida mudmiv transformacias, rac gamowveuli iyo mikrosafinanso bazarze swrafad cvalebad garemosTan organizaciis strategiis harmonizaciis aucileblobiT. 2000 wlidan 2004 wlis CaTvliT organizaciis ZiriTad sasesxo produqts warmoadgenda jgufuri sesxebi ukiduresad dabalSemosavliani mosaxleobisaTvis, romelic uzrunvelyofda mxolod Zalian viwro segmentis interesebs minzobriv bazarze da amdenad mniSvnelovnad aferxebda organizaciis Semdgom ganviTarebas. meores mxriv organizaciis mier dagegmili swrafi zrdis kursi da samoqmedo arealis gavrcoba asocirdeboda mniSvnelovan riskebTan, rac aucilebels xdida gadasinjuliyo miznobriv segmentze mimdinare tendenciebi da Sesabamisad organizaciis stretegia da sasesxo riskebis dazRvevis meqanizmebi. 2004 wels organizaciis dakveTiT, mareisiTi kvlevis~ ketinguli kvlevebis kompaniis è mier Catarebuli iqna kompleqsuri sabazro kvleva, romelic miznad isaxavda bazarze arsebuli ZiriTadi moTxovnebisa da tendenciebis Sefasebas, konkurentul analizs da saresurso segmeneisiTi kvlevis ~ TanamSromtis gamovlenas. è lebis mier SemoTavazebuli mignebebi da rekomendaciebi safuZvlad daedo fondis mier SemuSavebul dicersificirebul da inovaciur sakredito strategias, romelic dRemde aqtualuria da uzrunvelyofs mikrosafinanso bazarze organizaciis konkurentunarianobas da efeqturobas grZelvadian perspeqtivaSi. kvlevis Sedegad gamovlinda am regionisaTvis mikro dakreditebis potenciuri bazris dargobrivi struqtura, romelic warmodgenilia cxrilSi (cxrilSi ,,sididis qveS igulisxmeba TiToeul sferoSi moqmedi mcire biznesis warmomadgenelTa raodenoba).
zugdidi segmenti vaWroba vaWroba/servisi agraruli seqtori wili 64.4% 30.8% 4.6% sidide 8611 4119 615 PfoTi senaki Kxobi wili sidide wili sidide wili sidide 74.7% 24.4% 0.9% 1299 424 16 64.1% 31.4% 4.6% 2330 1142 167 59.7% 38.6% 1.7% 1980 1280 56
aqtiur biznesSi CarTuli sul

droebiT SeCerebuli biznmesebi
100%
13371
100%
1739
100%
3635
100%
3316
__
3301
__
117
__
216
__
513
mikro dakreditebis potenciuri bazari
__
16672
__
1856
__
3851
__
3830
144
nawili meore
diagramaze mocemulia am regionis 4 ZiriTad raionSi Catarebuli gamokiTxvis Sedegad gamovlenili 10 000 dolarze naklebi sesxis aRebis msurvel mcire mewarmeTa (moqmedi da droebiT SeCerebuli) raodenoba (anu mikrodakreditebis potenciuri bazari samegrelos regionSi). gamokiTxvam cxadyo individualur kreditebze moTxovnis absoluturi upiratesoba jgufur sesxebze moTxovnasTan SedarebiT, romelmac gamokiTxulTa mxolod 2%-i Seadgina. 2004 w-is nomeberSisamegrelos bazarze ufro Rrmad SeRwevis mizniT gaixsna SBDF-is senakis filiali, xolo 2005 wlis ianvarSi, organizacia Seudga axali dakreditebis politikis ganxorcielebas da axali sasesxo produqtebis testirebas. 2005 wlis maisSi organizaciam miiRo mniSvnelovani dafinanseba Oxfam-dan mcire da saSualo sawarmoebis ganviTarebisa da umuSevrobis SemcirebisaTvis, xolo ukve 2006 wlis ianvarSi fondma miaRwia rentabelobisa da TviTdafinansebis 100%-ian maCvenebels. SBDF-s finansuri momsaxureba am etapze warmodgenilia ramdenime sasesxo produqtiT, rac uzrunvelyofs organizaciis finansur ganviTarebas da aseve mniSvnelovnad zrdis momsaxurebis efeqturobas. aRniSuli sasexo produqtebi moicavs jgufur da individualur mikro sesxebs ukiduresad dabalSemosavliani ekonomikurad aqtiuri mosaxleobisaTvis rogorc giravnobiT, aseve giravnobis gareSe, maT Soris:
individualuri mcire sesxebi registrirebuli mcire mewarmeebisaTvis vaWrobis sferoSi; individualuri mcire sesxebi warmoebisa da momsaxurebis sferosaTvis, rogorc damwyebi ise moqmedi sawamroebisaTvis; individualuri da jgufuri sesxebi fermeruli warmoebebisaTvis. individualuri mcire sesxebi araregistrirebuli mcire mewarmeebisaTvis
momdevno minimum sami wlis ganmavlobaSi organizaciis sakredito sqema ZiriTadad warmodgenili iqneba arsebuli sasesxo produqtebiT. miznobriv segmentze warmodgenili sawarmoe-
bis legalurobis dabali xarisxis gaTvaliswinebiT, rac ganpirobebulia araregistrirebuli mewarmeebis sakmaod did moculobiT, fondis saqmianoba da konkretulad ki misi dakreditebis politika arapirdapiri gziT xels uwyofs samewarmeo saqmianobis legalizacias, Tumca warmodgenili sakredito politika agreTve iTvaliswinebs agraruli da naxevrad agraruli mosaxleobis im ZiriTadi masis interesebsac, romlebic TavianTi ekonomikuri saqmianobis mcire masStabebis gamo naklebad aris motivirebuli awarmoos registrirebuli biznesi. fondis Sereuli socialur-ekonomikuri miznebisa da amocanebidan gamomdinare, mis ZiriTad strategias warmodgens ti piurad agraruli da naxevrad agraruli im ekonomikurad aqtiuri segmentis aTviseba, romelic tradiciuli komerciuli finansuri kapitalis interesis miRma darCa. swored amitom saerTo socialur-ekonomikuri efeqtis gaumjobesebis da aseve sasesxo dabandebis diversificirebis mizniT fondi gansakuTrebul yuradRebas uTmobs wvrili warmoebis/momsaxurebis, fermeruli meurneobebis da msgavsi strategiuli mniSvnelobis dargebis aTvisebas. Sedegad fondis dakreditebis politika miznobrivad xels uywobs mewarmeTa motivacias reinvesticiebis gansaxorcieleblad. fondi misi finansuri saqmianobis profilidan gamomdinare, warmodgens garkveul specializirebul, Sualeduri funqciis matarebel finansur instituts _ komerciul mikrosafinanso banksa da araformalur mikrodafinansebis sferos Soris. Sesabamisad sakredito strategia prioritetulad warmoadgens arastandartul, magram ekonomikurad dasabuTebul alternatiul dakreditebis sqemebs, romlebic maqsimalurad moicaven mikrosakredito bazris mTel dargobriv speqtrs, samizne jgufebis individualuri ekonomikuri interesebis gaTvaliswinerbiT. dakreditebis politikis gansazRvrisas fondi upiratesobas aniWebs naklebad standartul da diversificirebul sasesxo produqtebs, romlebic moqnilad esadageba rogorc ukiduresad dabalSemosavlian, aseve SedarebiT ufro dinamiur mewarmeTa tendenciebs. amgvarad mcire biznesis ganviTarebis fondi, iseve rogorc zogadad mikrosafinanso organizaciebi, warmoadgens efeqtur saSualebas qveyanaSi umuSevrobisa da siRaribis donis Sesamcireblad; organziacia amJamad imyofeba misi ganviTarebis Zalzed mniSvnelovan etapze, radgan miRweuli socialur-ekonomikuri Sedegebi qmnis xelsayrel pirobebs fondis swrafi tempebiT ganviTarebisaTvis da paralelurad misi mmarTvelobis Zalisxmeva mimarTulia grZelvadiani finansuri resursebis da alternatiuli dafinansebis wyaroebis moZiebisaken, rac organizaciisaTvis warmoadgens sasicocxlo mniSvnelobas.
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zemoT aRniSnuli kvlevis safuZvelze SemuSavebuli kursis Tanmimdevrulad da sworad dagegmvis Sedegad 2005-2006 wlebisaTvis, minimaluri riskebiT SBDF -ma moaxerxa 128%-iani zrdis maCveneblis miRweva da samgrelos bazarze warmoadgens erTerT mTavar moTamaSes mikro dakreditebis sferoSi, miuxedavad sakmaod mzardi konkurenciisa iseTi msxvili da gamocdili organizaciebis mxridan, rogoricaa prokredit banki, FINCA saqarTvelo, saqarTvelos banki da ramdenime sxva finansuri instituti. mzardi konkurencia ki pozitiurad aisaxeba momsaxurebis pirobebis moqnilobaze, rac mniSvnelovani faqtoria mcire da saSualo bisnesis ufro swrafi ganviTarebisaTvis. 2007-2008 wlebis ganmavlobaSi dagegmilia mcire biznesis ganviTarebis fondis trasformacia komerciul, mogebaze orientirebul
organziaciad, rac mniSvnelovnad Seuwyobs xels mis institucionalur ganviTarebas da gazrdis potenciuri investorebis mozidvis albaTobas.
SekiTxvebi (davalebebi): 1. Tqveni azriT. sworad aris Tu ara SerCeuli miznobrivi seqtoris qvesegmentebi? ratom? 2. Tqveni azriT, ra xelSemwyobi da xelis SemSleli pirobebia samegrelos regionis socialur-ekonomikuri ganviTarebis gzaze? 3. rogor SeafasebdiT diagramaze miRebul regionSi Catarebul gamokiTxvis Sedegebs? 4. rogor aisaxeba fondis transformacia komerciul organizaciad mis saqmianobaze?

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am Tavis Seswavlis Semdeg Tqven SeZlebT: 1. ganmartoT kompaniisTvis informaciis mniSvneloba; 2.

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