Chapter 13

� am Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. dainaxoT kompaniis gayidvebis personalis roli myidvelebisaTvis faseulobis Seqmnisa da maTTan

urTierTobebis Camoyalibebis procesSi; 22.. CamoTvaloT da ganmartoT gayidvebis personalis marTvis eqvsi

ZiriTadi safexuri. 33.. aRweroT personaluri gayidvebis procesi, erTmaneTisgan ganasxvaoT garigebasa da

urTierTobaze orientirebuli marketingi; 44.. ganmartoT pirdapiri marketingi da imsjeloT, Tu ra sargebeli

moaqvs mas myidvelisa da kompaniisaTvis; 55.. amoicnoT da gansazRvroT pirdapiri marketingis ZiriTadi formebi.

integrirebuli

marketinguli komunikacia:

personaluri gayidva da

pirdapiri marketingi

wina TavSi Tqven gaigeT integrirebuli marketinguli komunikaciis (IMC)Sesaxeb da SeiswavleT marketinguli komunikaciis kompleqsis sami elementi _

reklamireba, gayidvebis stimulireba da sazogadoebrivi urTierTobebi. am

TavSi Cven ganvagrZobT aRniSnul Temas da SeviswavliT integrirebuli

marketinguli komunikaciis bolo or elements _ personalur gayidvebsa da

pirdapir marketings. personaluri gayidvis dros, gayidvebis uzrunvelyofisa

da momxmarebelTan urTierTobis CamoyalibebisaTvis, realizatori pirdapir

ukavSirdeba arsebul da potenciur myidvelebs. pirdapiri marketingi

gulisxmobs pirdapir kavSirebs frTxilad SerCeul momxmarebelTan, rogorc

myisieri pasuxis mosapoveblad, aseve xangrZlivi urTierTobis damyarebis

mizniT. sinamdvileSi, pirdapiri marketingi ufro metia, vidre mxolod

komunikaciis saSualeba. xSirad, igi komunikaciisa da distribuciis

funqciebis nazavs warmoadgens. miuxedavad imisa, rom es Tavi personalur

gayidvebsa da pirdapir marketings calkeul iaraRebad ganixilavs, gaxsovdeT,

aucilebelia maTi frTxili koordinacia, rogorc erTmaneTTan, aseve

marketinguli komunikaciis kompleqsis sxva elementebTanac.

mogzaurobas daviwyebT Lear Corporation-is realizatorebze Tvalis Sev-

lebiT. miuxedavad imisa, rom, SesaZloa, am kompaniis Sesaxeb arasodes gsmeniaT,

Tqven, albaT, uamravi dro gagitarebiaT romelime manqanis salonSi, romlis

dizainic Lear-s ekuTvnis. sanam kiTxvas ganagrZobdeT, daxuWeT Tvalebi ramde-

nime wamiT da warmoidgineT tipiuri gamyidveli.

rodesac gesmiT sityva `gamyidveli”, ra warmogidgebaT Tvalwin?

savaraudod, Tqven gamyidvelis Semdeg stereotips dainaxavT: swrafad

mosaubre, yovelTvis momRimari movaWre, romelic garkveul

teritoriaze `daZrwis”, raTa Tavisi saqoneli Tavs moaxvios jiut myidvels.

aseTi stereotipi ukve moZvelebulia. dRes profesionali gamyidvelebis

umetesoba ganaTlebuli da kargad momzadebuli mamakaci Tu qalbatonia,

romelic myidvelTan grZelvadiani, sargebliani urTierTobis

Camosayalibeblad iRwvis. maTi warmateba, ara myidvelebis mityuebiT, aramed

maTTvis daxmarebis gaweviTaa ganpirobebuli, rac momxmarebelTa saWiroebebis

Sefasebasa da maT dakmayofilebaSi gamoixateba.

Lear Corporation-i msoflioSi erT-erTi yvelaze msxvili, swrafad mzardi da

warmatebuli kompaniaa, romelic amaragebs avtomobilebis mwarmoebel

kompaniebs sxvadasxva nawilebiT. yovel wels Lear-i awarmoebs 14 miliard

13ggzzaammkkvvlleevvii || ideebis kvaldakval

440 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiis da marketinguli kompleqsis Seqmna

dolarze meti Rirebulebis avtomobilebis salonis nawilebs _ savarZlis

sistemebs, panelebs, karebis nawilebs, iatakis safars, akustikur sistemebs,

eleqtronul da eleqtro-gamanawilebel sistemebs. myidvelTa siaSi Sedian

manqanebis mwarmoebeli msoflios wamyvani kompaniebi: Ford,Daimler Chrysler, GeneralMotors, Fiat, Toyota, Volvo, BMW, Ferrari, Rolls-Royce da aTeulobiT sxva firma.

ukanaskneli wlebis ganmavlobaSi Lear-ma gayidvebisa da Semosavlis

rekordul zrdas miaRwia. bolo 5 weliwadSi Lear-is gayidvebi gaormagda. 1990wlis Semdeg, CrdiloeT amerikaSi, misi produqciis `saSualo wili erT

manqanaze” oTxmagad gaizarda. igi CrdiloeT amerikis manqanebis industriaSi

interieris komponentebis bazris daaxloebiT 30 procents flobs. amasTan,

axlaxan, Jurnalma Fortune-ma Lear-i am sferoSi amerikis saukeTeso kompaniad

daasaxela.

Lear Corporation-is warmateba bevr faqtors efuZneba, maT Soris aris myid-

velze Zlieri orientacia da Tavdadeba mudmivi gaumjobesebis, gunduri

muSaobisa da momxmareblis faseulobis SeqmnisaTvis. magram organizaciis

yvela sxva ganyofilebaze metad, cnobilia Lear-is gamyidvelTa 145-kaciani

gundi, romelic kompaniis kredos _ `momxmarebelze orientireba, myidvelze

fokusireba” _ realurad axorcielebs. axlaxan Jurnalma Sales & MarketingManagement-ma Lear-is gamyidvelebi `amerikis saukeTeso realizatorebad”

daasaxela. rogor xdeba aseTi SesaniSnavi realizatorebis `Seqmna”? Lear-maicis, rom dRes kargi gayidva bevrad ufro metia, vidre, ubralod, myidvelis

produqtis SeZenaSi darwmuneba. amisaTvis saWiroa gunduri muSaoba,

myidvelTan urTierTobis ageba da misTvis saukeTeso pirobebis uzrunvely-

ofa. Lear-is realizatorebi am amocanebs Tavs arTmeven.

Lear-is gayidvebi mTlianad misi produqciis myidvelebis warmatebazea

damokidebuli. Tu avtomwarmoeblebi manqanebs ver gayidian, Lear-i ver gayidis

manqanis interieris nawilebs. amdenad, Lear-is gayidvebis personali ara marto

gayidvas, aramed myidvelis warmatebis uzrunvelyofasac cdilobs. faqtobri-

vad, Lear-is realizatorebi ara `savaWro warmomadgenlebi”, aramed `person-

aluri menejerebi” arian, romelTa funqcia ufro konsultaciis gawevaa, vidre

SekveTis miReba. `realurad, Cveni realizatorebi ar deben garigebebs. isini

myidvelebTan erTad muSaoben, raTa daadginon, ra da rodis sWirdebaT maT,” –

aRniSnavs marketingis aRmasrulebeli direqtori.

myidvelis moTxovnilebebze ufro metad mosargebad, Lear-ma Tavisi pro-

duqcia mravalferovani gaxada da garkveuli saxis `Sereul maRaziad” iqca.

ramdenime wlis win Lear-i mxolod manqanis savarZlebs yidda; dRes ki, TiTqmis,

yvelafers yidis manqanis interierisaTvis. Lear-isTvis manqanis interieris

nawilebiT myidvelis srulad uzrunvelyofa sargeblis momtania. `adre

klientTan partnioruli urTierTobis damyarebiT mxolod SezRudul

Semosavals viRebdiT, _ acxadebs aRmasrulebeli direqtori, _ axla ki,

myidvelebTan urTierTobiT, maqsimaluri Semosavlis miReba SegviZlia.”

Lear-i, rogorc myidvelze mZlavrad fokusirebuli kompania, dayofilia

erTeulebad, romelTagan TiToeuli mxolod erT myidvelzea orientirebuli.

magaliTad, arsebobs Ford-is, General Motors-isa da Fiat-is ganayofebi. yoveli

maTgani muSaobs rogorc mogebis Semomtani erTeuli. ganayofebis `platfor-

muli gundebi”, romlebSic Sedian realizatorebi, inJinrebi da proeqtis mene-

jerebi, mWidrod muSaoben klientebTan. platformuli gundebi Zlieri

mxardaWeriT sargebloben warmoebis, finansebis, xarisxis marTvisa da mar-

ketingis departamentebis mxridan.

Lear-is myidvelebis SezRuduli baza (ramodenime aTeuli myidveli) real-

izatorebs saSualebas aZlevs, maTTan mWidro urTierTobebi daamyaron. `Cveni

realizatorebi myidvelebs ar dasdeven. isini myidvelebis warmoebis procesis

yvela etapSi arian CarTulni, _ aRniSnavs kompaniis erT-erTi marketologi, _

Cven iseTi sistemis danergvas vcdilobT, romelic myidvelTan ganuwyveteli

kontaqtis SesaZleblobas mogvcems.” amitomac, xSirad, Lear-i Tavis warmomad-

genlobebs klientebis qarxnebSi ganaTavsebs. magaliTad, gundi, romelic GM-is

msubuqi manqanebis qveganayofTan muSaobs, imave qarxanaSia ganTavsebuli. `Cven

iq mxolod fasebis SaTavazebisa da SekveTebis miRebis mizniT ar vimyofebiT,

TTaavvii 1133 integrirebuli marketinguli komunikacia: personaluri gayidva da pirdapiri marketingi 441

_ ambobs marketingis aRmasrulebeli direqtori, _ Cven klientis TiToeuli

nabijis monawile unda viyoT, manqanis koncefciis Camoyalibebidan mis

gamoSvebamde,”.

aseTi midgoma sakmaod didi mogebis momtania. gasul wels GM-ma Lear-iwlis mimwodeblad daasaxela. `Lear-is wvlili GM-sTvis kritikuli

mniSvnelobis iyo, _ acxadebs GM-is Sesyidvebis aRmasrulebeli direqtori, _

sxva mimwodeblebisaTvis igi magaliTis mimcemia”. GM-ma Lear-i sainovacio kon-traqtis uflebiT aRWurva, rac Lear-s srul pasuxismgeblobas aniWebs, izrunos

GM-is ori momavali manqanis interieris dizainze. am kontraqtis saSualo

wliuri Rirebuleba 825 milion dolars Seadgens.

Lear-is produqciis umsxvilesi myidvelebi mas yovelwliurad

miliardobiT dolaris Rirebulebis gayidvebiT uzrunvelyofen. aseT msxvil

klientebTan mogebiani urTierTobis SesanarCuneblad bevrad metia saWiro,

vidre, ubralod, sasiamovno Rimili da xelis CamorTmevaa. da, ra Tqma unda, es

ar aris uazro laparaki da tyuili, rac, zogjer, SecdomiT, personalur

gayidvebTan aris gaigivebuli. gayidvebis amgvar garemoSi warmatebis miRweva

moiTxovs kargad momzadebuli, Tavdadebuli, profesionali realizatorebis

gundur muSaobas.1

am TavSi Cven ganvixilavT marketinguli komunikaciisa da stimulirebis kidev

or iaraRs – personalur gayidvebsa da pirdapir marketings. orive gulisx-

mobs myidvelTan pirdapiri kontaqtis damyarebas, rac miznad isaxavs

momxmareblisTvis unikaluri faseulobis Seqmnasa da masTan xangrZlivi

urTierTobis agebas.

■❚ ppeerrssoonnaalluurrii ggaayyiiddvvaa

erTxel robert luis stivensonma aRniSna: `yvela raRacis gayidvis xarjze

cxovrobs”. TiToeuli Cvengani kargad icnobs realizatorebs, romelTa

saSualebiT biznesorganizaciebi produqciasa da momsaxurebas mTel msof-

lioSi yidian. Tumca, realizatorebis momsaxurebas bevri sxva saxis organiza-

ciac iyenebs.. magaliTad, kolejebi,A axali studentebis nakadis uzrunvelsay-

ofad, kadrebis Sevsebis agentebs mimarTaven; eklesiebi, axali wevrebis

misazidad, _ sawevro komitetebs; saavadmyofoebi da muzeumebi ki, donorebTan

dakavSirebisa da fuladi resursebis gazrdis mizniT, _ fondebis mozidvis

menejerebs. realizatorebs mTavrobac iyenebs. magaliTad, aSS-is fosta maT

eqspresfostisa da sxva momsaxurebis korporaciul klientebze misayidad

mimarTavs. am Tavis pirvel nawilSi Cven ganvixilavT personaluri gayidvis

rols organizaciaSi, gayidvebis personalis marTvis sakiTxebsa, Tu ubanis

gayidvis process.

ppeerrssoonnaalluurrii ggaayyiiddvviiss aarrssii

gayidva msoflioSi erT-erTi uZvelesi profesiaa. xalxs, romlebic am

profesiiT arian dakavebulni, sxvadasxva saxeliT icnoben: realizatorebi,

gamyidvelebi, savaWro warmomadgenlebi, gayidvebis konsultantebi, gayidvebis

inJinrebi, agentebi, marketinguli warmomadgenlebi da personaluri mene-

jerebi.

bevr adamians gamyidvelis stereotipi aqvs Camoyalibebuli, zogjer,

uaryofiTic ki. `gamyidvelma mamakacma”, SesaZloa, mogagonoT sacodavi vili

lomani artur mileris nawarmoebidan `komivoiaJoris sikvdili” an merediT

vilsonis sigaris mweveli, xumara Hharold hili nawarmoebidan `musikaluri

kaci”. orive magaliTSi gamyidveli aRwerilia, rogorc garkveul teritoriaze

moxetiale martosuli, romelic cdilobs, myidvels sakuTari saqoneli

SeaCeCos.

Tanamedrove realizatorebi sakmaod Sors arian am uiRblo

■ termini realizatori pozici-

ebis farTo speqtrs moicavs, daw-

yebuli sacalo maRaziis mola-

riT, damTavrebuli teqnikuri

realizatoriT, romelic klients

konsultacias uwevs.

stereotipebisgan. dRes,gayidvebis personalis umravlesoba kargi ganaTlebisa

da kvalifikaciis mqone profesionalebi arian, romlebic xangrZlivi samomx-

mareblo urTierTobebis agebisa da SenarCunebisaTvis iRvwvian. isini usmenen

myidvelebs, afaseben momxmareblis moTxovnilebebs da maT dakmayofilebas

cdiloben. magaliTad, Boeing-i, aviaindustriis giganti, komerciuli TviTm-

frinavebis mkacr bazarze ZviradRirebuli TviTmfrinavebis gasayidad ibrZvis.

mas ufro meti sWirdeba, vidre Tbili Rimili da swrafi laparaki:

maRalteqnologiuri TviTmfrinavis 70 milion an ufro met

dolarad gayidva sakmaod rTuli da gamomwvevi saqmea. ioli

SesaZlebelia, erTi gayidva miliarddolarian garigebad iqces. kom-

paniis specialistebis didi gundi, romelSic Sedian realizatorebi,

momsaxurebis mimwodeblebi, finansuri analitikosebi, damgegmavebi da

inJinrebi, TviTmfrinavis myidvelis moTxovnilebebis dasakmayofile-

blad, gzebis moZiebas cdilobs. xSirad, aseT gunds saTaveSi real-

izatori udgas. maTi saqmianoba aviaindustriis eqspertad

CamoyalibebiT iwyeba. maT movaleobaSi Sedis imis dadgena,Tu romeli

aviakompania apirebs Tavisi saqmianobis gafarToebas, rodis sWirdeba

TviTmfrinavis Secvla da, aseve, rogoria misi finansuri mdgomareoba.

sakuTari TviTmfrinavebis efeqtianobis saCveneblad, realizatori,

Boeing-isa da konkurenti TviTmfrinavebis monacemebis mixedviT, axdens

SesaZlo aviamarSrutebis modelirebas, iTvlis xarjs erT adgilze

da sxva. Semdeg iwyeba molaparakebebi. gayidvis procesi Zalian nelia

– pirveli prezentaciidan gayidvis gamocxadebamde, SesaZloa, 2 an 3

weli gavides. garigebis dasasruleblad, xandaxan, orive mxaris

umaRlesi aRmasruleblebi xvdebian erTmaneTs. SekveTis miRebis

Semdeg, myidvelis kmayofilebaSi dasarwmuneblad, gayidvebis person-

als myidvelTan ganuwyveteli kavSiri uwevs. warmatebas

momxmarebelTan ndobaze agebuli, soliduri, xangrZlivi

urTierTobebi ganapirobebs. `TviTmfrinavis Sesyidva qorwinebas

hgavs, _ ambobs Boeing-is TviTmfrinavebis komerciuli filialis

Tavmjdomare, _ es xangrZlivi urTierTobaa.”2

termini rreeaalliizzaattoorrii kompaniebSi arsebuli poziciebis farTo speqtrs

moicavs. erTis mxriv, realizatori SesaZloa iyos SekveTis amRebi, rogoric

aris univermaRis daxlis ukan mdgomi gamyidveli; da, meores mxriv, es aris

SekveTis mSovneli, romelic axorcielebs iseTi produqtisa da momsaxurebis

kreatiul gayidvas, rogoricaa xelsawyoebi, industriuli aRWurviloba,

TviTmfrinavebi, dazRveva da sainformacio teqnologiebiT momsaxureba. am

TavSi Cven yuradRebas gavamaxvilebT gayidvebis ufro kreatiul saxeobaze da

efeqturi realizatorebis gamowvrTnisa da marTvis procesebze.


rreeaalliizzaattoorrii

(Salesperson)piri, romelic

muSaobs

kompaniisaTvis da

erT an ramdenime

funqcias asrulebs:

potenciuri myid-

velis identi-

fikaciis, komunika-

ciis, momsaxurebis

da informaciis

Segrovebis.


ggaayyiiddvveebbiiss ppeerrssoonnaalliiss rroollii

reklamireba gulisxmobs miznobriv jgufebTan calmxriv, arapersonalur

urTierTobas. amis sapirispirod, personaluri gayidva realizatorebsa da

individualur myidvelebs Soris ormxriv, personalur urTierTobas moiTxovs,

pirispir Sexvedris,satelefono kavSirebis, video an internet konferenciebisa

Tu sxva saSualebebis gamoyenebiT. gayidvebis ufro kompleqsur situaciebSi

personaluri gayidva SesaZloa reklamirebaze ufro efeqturic ki iyos. myid-

velebis problemebis Sesaxeb meti informaciis mosapoveblad, realizatorebs

SeuZliaT kvlevis Catareba, xolo TiToeuli myidvelis gansakuTrebul

moTxovnilebebze mosargebad _ individualuri marketinguli SeTavazebis

SemuSaveba da gayidvebis pirobebze molaparakeba. isini myidvel kompaniaSi

gadawyvetilebis mimReb pirebTan xangrZliv urTierTobas ageben.

kompaniebis mixedviT gansxvavdeba realizatorebis rolic. zogierTi

firma saerTod ar flobs aseT saStato erTeuls, magaliTad, kompaniebi, rom-

lebic saqonels mxolod safosto SekveTis, katalogebis, mwarmoeblis warmo-

madgenlebis, gayidvebis agentebisa an brokerebis saSualebiT yidian. iseT

kompaniebSi, rogorebic arian IBM, Cisco Systems da DuPont, realizatorebi pir-

dapir saboloo myidvelebTan muSaoben. xolo samomxmareblo produqciis

mwarmoeblebi, rogorebic arian P&G da Nike, saqonels Suamavlebis meSveobiT

yidian. aseT SemTxvevaSi, saboloo myidveli an iSviaTad xvdeba kompaniis

realizators, an saerTod araferi icis misi arsebobis Sesaxeb. da mainc, sce-

nis miRma realizatorebi mniSvnelovan rols asruleben. isini sacalo da

sabiTumo movaWreebTan muSaoben, raTa saqonlis gayidvaSi maTi mxardaWera

moipovon.

gayidvebis personali kompaniasa da myidvels Soris mniSvnelovan rgols

warmoadgens. umetes SemTxvevaSi, realizatorebi orive mxares emsaxurebian –

myidvelsac da gamyidvelsac. isini myidvels warudgenen kompanias: avrceleben

informacias produqtisa da momsaxurebis Sesaxeb, pouloben axal myidvelebs,

ukavSirdebian maT, acnoben produqcias, pasuxs scemen SekiTxvebze, awarmoeben

molaparakebebs fasebsa da pirobebze da asruleben gayidvas. amasTanave, real-

izatorebi uzrunvelyofen myidvelis momsaxurebas da axorcieleben mar-

ketingul kvlevasa da dazvervas.

amavdroulad,realizatorebi arian myidvelis warmomadgenlebi kompaniaSi

– firmis SigniT momxmareblebis interesebis `dacva” da myidvel-gamyidvelis

urTierTobebis marTva maTi movaleobaa. realizatorebi produqtis Sesaxeb

myidvelis mier gamoTqmul komentarebs Sesabamis ganyofilebebs awvdian. Tu

adre realizatorebi mxolod gayidvebze zrunavdnen, xolo kompania _ sargeb-

lis miRebaze, dRes realizatorebis interesis sfero mxolod gayidvebis war-

moebas scildeba – maT sxvebTan erTad unda imuSaon, raTa uzrunvelyon momx-

mareblis kmayofileba da kompaniis sargebeli.

■❚ ggaayyiiddvveebbiiss ppeerrssoonnaalliiss mmaarrTTvvaa

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss mmaarrTTvvaa aris gayidvebis personalis qmedebebis analizi,

dagegmva, ganxorcieleba da kontroli. igi moicavs Semdeg etapebs: gayidvebis

personalis muSaobis strategiisa da struqturis SemuSaveba, maTi SerCeva da

daqiraveba, maTi wvrTna, anazRaurebis sistemis SemuSaveba, maTze meTvalyureoba

da maTi qmedebebis Sefaseba. zemoT CamoTvlili gadawyvetilebebi naCvenebia

suraTze 13.1 da ganxilulia momdevno qveTavebSi.

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss mmuuSSaaoobbiiss ssttrraatteeggiiiissaa ddaa ssttrruuqqttuurriiss SSeemmuuSSaavveebbaa

marketingis menejerebis winaSe, gayidvebis personalis muSaobis strategiis

SemuSavebisas, ramdenime sakiTxi dgas: rogori gayidvebis personalis struq-

tura unda Seiqmnas? ramdenad didi SeiZleba iyos gayidvebis personalis

gundi? realizatorebi unda muSaobdnen marto Tu gundurad, kompaniis sxva

TanamSromlebTan erTad? maT telefoniT unda awarmoon gayidvebi Tu

uSualod unda ewvion myidvels? am sakiTxebs qvemoT ganvixilavT.

ggaayyiiddvveebbiiss

ppeerrssoonnaalliiss mmaarrTTvvaa

(Sales force management)gayidvebis perso-

nalis qmedebebis

analizi, dagegmva,

ganxorcieleba da

kontroli. igi

moicavs Semdeg

etapebs: realiza-

torTa muSaobis

strategiisa da

struqturis SemuSa-

vebas, maT SerCevasa

da daqiravebas, maT

wvrTnas, anazRaure-

bis sistemis

SemuSavebas, maT

meTvalyureobasa da

Sefasebas.

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss ssttrruuqqttuurraa.. kompanias gayidvebze pasuxismgeblobis

ganawileba ramdenime saxiT SeuZlia. gadawyvetileba sakmaod martivia im

SemTxvevaSi, Tu kompania yidis mxolod erTi produqciis serias sxvadasxva

teritoriaze myof erTi da igive insdustriis myidvelze. am SemTxvevaSi, kom-

paniam gayidvebis personalis teritoriuli struqturireba unda gamoiyenos.

Tumca, Tu kompania yidis mravali produqciis saxeobas sxvadasxva tipis myid-

velze, misTvis mosaxerxebeli iqneba, Tu gayidvebis personalis struqturire-

bas moaxdens produqtis an myidvelis mixedviT an am orives kombinacias.

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss tteerriittoorriiuullii ssttrruuqqttuurriirreebbiiss SemTxvevaSi, TiToeuli

realizatori garkveul geografiul teritoriaze eqskluziuradaa mimagre-

buli da kompaniis produqciis an momsaxurebis mTel speqtrs am teritoriaze

myof yvela momxmarebelze yidis. aseTi struqtura naTlad gansazRvravs

TiToeuli realizatoris samuSaosa da angariSvaldebulebas, agreTve, zrdis

realizatoris survils, adgilobriv biznesebTan aagos xangrZlivi

urTierTobebi, rac, Tavis mxriv, aumjobesebs gayidvebis efeqturobas. da

bolos, imis gamo, rom TiToeuli realizatori SezRudul, misTvis gankuTvnil

teritoriaze moZraobs, mgzavrobis xarjebic SedarebiT mcirea.

teritoriuli struqturirebis dros organizaciaSi gamyidvelTa

Tanamdebobebis ramdenime safexuri arsebobs. magaliTad, kompania Campbell Soup-iteritoriul struqturirebas iyenebs, sadac TiToeuli realizatori CampbellSoup-is yvela produqtis gayidvazea pasuxismgebeli. gamyidvelTa Tanam-debo-

brivi ierarqiis yvelaze dabal safexurs warmoadgens movaWre, romelic pasux-

ismgebelia savaWro warmomadgenlis winaSe. savaWro warmomadgeneli angariSs

abarebs sacalo vaWrobis zedamxedvels, romelic pasuxs agebs sacalo

vaWrobis operaciebis direqtorTan. es ukanaskneli,Tavis mxriv, angariS-valde-

bulia kompaniis regionaluri gayidvebis 22 menejeridan erT-erTis winaSe,

romelic angariSs abarebs oTxidan (dasavleTi, centraluri, samxreTi da

aRmosavleTi) erT-erT gayidvebis mTavar menejers. sabolood, gayidvebis

mTavari menejeri angariSs abarebs kompaniis vice-prezidents gayidvebis

dargSi.

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss ssttrruuqqttuurriirreebbaa pprroodduuqqttiiss mmiixxeeddvviiTT.. realizatorebma

yvelaferi unda icodnen im produqciis Sesaxeb, romelsac yidian,

gansakuTrebiT ki, kompleqsuri produqtis SemTxvevaSi. produqtis marTvis

praqtikis zrdasTan erTad, kompaniebma danerges gayidvebis personalis pro-

duqtze orientirebuli struqturirebis praqtika, rodesac erTi realizatori

kompaniis mxolod erTi saxis saqonels yidis. magaliTad, Kodak-i fotofire-

bisa da fotoaparaturis gasayidad sxvadasxva realizators iyenebs.

fotofirebis realizatorebs saqme aqvT martiv produqtTan, romlis

gavrceleba intensiuri xasiaTisaa, maSin rodesac fotoaparaturis an sxva

industriuli produqciis realizatorebi yidian ufro kompleqsur produqts,

rac teqnikur codnas moiTxovs.

produqtis mixedviT struqturirebam SesaZlebelia problema gamoiwvios

im SemTxvevaSi,Tu erTi msxvili myidveli kompaniis sxvadasxva produqts yidu-

lobs. magaliTad, jandacvis produqtebisa da momsaxurebis mimwodebeli

msxvili kompania Allegiance Healthcare Corporation produqtis ramdenime saxeobas


ggaayyiiddvveebbiiss ppeerrssoonn--

aalliiss tteerriittoorriiuullii

ssttrruuqqttuurriirreebbaa

(Teritorial sales forcestructure)gayidvebis person-

alis organizeba,

romlis drosac

TiToeuli realiza-

tori eqskluziu-

radaa mimagrebuli

geografiul terito-

riaze, sadac yidis

kompaniis produq-

ciis an momsaxurebis

mTel speqtrs.

ggaayyiiddvveebbiiss ppeerrssoonn--

aalliiss ssttrruuqqttuurriirreebbaa

pprroodduuqqttiiss mmiixxeeddvviiTT

(Product sales forcestructure).gayidvebis person-

ali specializird-

eba kompaniis garkve-

uli produqtis an

produqciis seriis

gayidvaSi.

ssuurraaTTii 1133..111133..11

gayidvebis personalis marTvis ZiriTadi etapebi


flobs, romelTa realizacia sxvadasxva realizatoris mier xdeba. SesaZloa,

erTsa da imave dRes Allegiance-is ramdenime realizatori erTsa da imave

saavadmyofoSi mivides. es niSnavs, rom isini gadian erTsa da imave marSruts,

icdian erTi da imave myidvelis mosacdelSi da elaparakebian erTsa da imave

Sesyidvis agents. am SemTxvevaSi, unda Sefasdes, Rirs Tu ara aseTi damatebiTi

xarjebis gaReba.

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss ssttrruuqqttuurriirreebbaa mmyyiiddvveelleebbiiss mmiixxeeddvviiTT.. dRes sul ufro

meti kompania iyenebs gayidvebis personalis momxmarebelze orientirebul

struqturas, romlis drosac realizatorebis specializacia garkveuli myid-

velis an industriis mixedviT xdeba.

aseTi struqtura kompanias exmareba, gaxdes myidvelze metad orientire-

buli da aagos mWidro urTierTobebi mniSvnelovan myidvelebTan. magaliTad,

axlaxan IBM-ma produqtze orientirebuli gayidvebis personalis struqtura

Secvala myidvelze orientirebuli gayidvebis personalis struqturiT.

cvlilebamde IBM-s TiToeuli produqtisa Tu momsaxurebisaTvis gayidvebis

calke gundi hyavda. Sesabamisad, iyo SemTxvevebi, rodesac erTsa da imave

klients IBM-is ramdenime realizatorTa gundi ukavSirdeboda, rac

areulobasa da klientis gaRizianebas iwvevda. cvlilebis Semdeg IBM-ma

TiToeul myidvels miuCina gundi, romelSic Sedian produqtis specialistebi,

inJinrebi, konsultantebi da sxva. aseT gunds xelmZRvanelobas uwevs real-

izatori – e.w. klientTan momuSave, romelic sakuTari klientis industriis

specialistia. greg Bbusmani Tavisi drois ZiriTad nawils klientTan –

samomxmareblo SefuTuli saqonlis mwarmoebelTan atarebs. igi sakuTar saqmi-

anobas amgvarad aRwers: `me klientebTan biznesurTierTobebi makavSirebs. Tu

klients raime problema eqmneba, Cemi kompaniidan im specialists vuxmob,

romelsac problemis aRmofxvra SeuZlia. Cveulebriv, Cveni kompaniebi,

erTdroulad, 15-20 proeqtze muSaoben da mec, rogorc klientTan yvelaze

axlos mdgoms, miwevs maTi xelmZRvaneloba.”3 bolo wlebSi, myidvelze aseTi

intensiuri fokusirebiT, IBM-ma did warmatebas miaRwia.

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss kkoommpplleeqqssuurrii ssttrruuqqttuurraa.. rodesac kompania produqtis

farTo asortiments vrcel geografiul teritoriaze sxvadasxva tipis myid-

velze yidis, igi, xSirad, gayidvebis personalis struqturis ramdenime tips

aerTianebs. realizatorebis specializireba SesaZlebelia produqtisa da

teritoriis, produqtisa da myidvelis an teritoriis, produqtisa da myid-

velis mixedviT. arc erTi calke aRebuli struqtura ar SeiZleba iyos opti-

maluri yvela kompaniisa Tu situaciisaTvis. TiToeulma kompaniam unda

SearCios iseTi struqtura, romelic saukeTesod moemsaxureba mis klienturas

da Seesabameba mis marketingul strategias.

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss zzoommaa.. rodesac kompaniis gayidvebis personalis struq-

tura Camoyalibebulia, saWiroa gayidvebis personalis zomis dadgena. igi

SeiZleba iTvlides rogorc mxolod ramdenime realizators, ise ramdenime

aTeuls an aTas adamians. zogierTi kompaniis gayidvebis personali Zalian

didia, magaliTad, Microsoft-s hyavs 22,500 realizatori, PepsiCo-s _ 36,000, IBM-s _

10,000 da Hartford Financial Services-s _ 111,000.iv realizatorebi warmoadgenen kom-

paniis erT-erT yvelaze produqtiul da ZviradRirebul aqtivebs. aqedan gamom-

dinare, maTi raodenobis mateba zrdis rogorc gayidvebs, aseve xarjebsac.

gayidvebis personalis zomis dasadgenad bevri kompania samuSaos mocu-

lobidan gamomdinare midgomas iyenebs. am midgomis Tanaxmad, kompania klien-

tebs yofs jgufebad angariSebis sididis, statusisa da maT SesanarCuneblad

saWiro mcdelobebTan dakavSirebuli faqtorebis mixedviT. Semdeg xdeba

gadawyvetilebis miReba, Tu ramdeni realizatoria saWiro TiToeul jgufTan

urTierTobisaTvis. ai, rogor SeuZlia miiRos kompaniam gadawyvetileba:

vTqvaT, Cven gvaqvs X-tipis 1,000 angariSi da Y-tipis 2,000 angariSi. X-tipisangariSebze weliwadSi unda dairekos 36-jer, Y-tipis angariSebze ki _ 12-jer.

am SemTxvevaSi, realizatorebis muSaobis moculoba – weliwadSi ganxor-

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss

ssttrruuqqttuurriirreebbaa

mmyyiiddvveelleebbiiss

mmiixxeeddvviiTT (Customersales force structure) struqtura, sadac

gayidvebis agentebi

specializirdebian

calkeul myidvelze

an industriaze.

cielebuli zarebis raodenoba –

aris 60,000 zari [(1,000 * 36) + (2,000

* 12) = 36,000 + 24,000 = 60,000)].

vTqvaT, erTi realizatori

weliwadSi, saSualod, 1,000 zars

axorcielebs. amrigad, kompanias

sWirdeba 60 realizatori (60,000 /

1,000 = 60).

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss mmuuSSaaoobbiiss

ssttrraatteeggiiaassTTaann ddaa ssttrruuqqttuurraassTTaann

ddaakkaavvSSiirreebbuullii ssxxvvaa ssaakkiiTTxxeebbii.. mene-

jmentma, agreTve, unda gadawyvitos,

Tu vin iqneba CarTuli gayidvebis

procesSi da ramdenad SeZleben

gayidvebis gundis wevrebi erTad

muSaobas.

ggaayyiiddvveebbiiss SSiiggaa ddaa ggaarree ppeerrssoonnaallii..

kompanias SesaZloa hyavdes ggaayyiidd--

vveebbiiss ggaarree ppeerrssoonnaallii ((ssaavveellee

rreeaalliizzaattoorreebbii)), ggaayyiiddvveebbiiss SSiiggaa

ppeerrssoonnaallii an orive erTad. savele

realizatorebi Tavad dadian myidvelis mosazidad. gayidvebis Siga personali

gayidvas Tavisi samuSao adgilidan telefonis meSveobiT warmarTavs.

bevrma kompaniam, savele realizatorebis drois dasazogad,gayidvebis Siga

personalis raodenoba gazarda. Siga personalSi Sedian teqnikuri

mxardaWeris muSakebi, gayidvebis asistentebi da telegamyidvelebi. teqnikuri

mxardaWeris muSakebi myidvelebs uzrunvelyofen teqnikuri informaciiT.

gayidvebis asistentebi savele realizatorebs uweven daxmarebas. rodesac

gayidvebis gare personali miuwvdomelia myidvelisTvis. am dros, isini

pasuxoben klientis kiTxvebs, savele realizatorebs uniSnaven Sexvedrebs,

amowmeben klientis sakredito istorias da, aseve imas, Tu ramdenad mivida

klientTan gagzavnili saqoneli. telegamyidvelebi telefonis saSualebiT

awarmoeben axali myidvelis identifikacias da savele realizatorebisaTvis

potenciuri klientebis moZiebas an pirdapir axorcieleben gayidvebsa da

saangariSsworebo momsaxurebas.

gayidvebis Siga personali savele realizatorebs saSualebas aZlevs,

raTa maT meti dro dauTmon msxvil klientebTan urTierTobasa da axali

myidvelis moZiebas. produqtisa da myidvelis sirTulidan gamomdinare,

telegamyidvels dReSi 20-23 saqmiani kontaqtis damyareba SeuZlia, maSin

rodesac, savele realizators _ saSualod, mxolod oTxis. bevri tipis

produqtisa da gayidvis situaciisaTvis telegayidva SesaZloa iseTive

efeqturi iyos, rogoric klientTan personaluri dakavSireba. amave dros,

telegayidva naklebxarjiania. saSualod, gayidvebis gare personalis erTi

kontaqti 170 dolari jdeba, maSin rodesac telegayidvis xarji erT kontaqtze

mxolod 5 dolars, kompleqsuri zaris SemTxvevaSi ki _ 20 dolars Seadgens.5

`me bevrad efeqturad vmuSaob telefonis saSualebiT. Tu pirovneba ofisSi ar

dagxvdeba, erT saaTs kargav, telefonze ki _ 15 wams. . . telefonis zaris

saSualebiT me iseve vimyofebi samuSao adgilas, rogorc savele

realizatori”, _ aRniSnavs DuPont-is telegamyidveli. arsebobs sxva

upiratesobebic: “myidvels ar SeuZlia rame gesrolos, _ enamaxvilobs

realizatori, _ da Sen ZaRlebisgan Tavis daRweva ar giwevs.”6

satelefono gayidvebis warmatebiT gamoyeneba SeuZliaT rogorc msxvil,

aseve mcire kompaniebsac:

didi xnis ganmavlobaSi IBM-is tradiciul imijs warmoadgenda


ggaayyiiddvveebbiiss ggaarree ppeerr--

ssoonnaallii ((ssaavveellee

rreeaalliizzaattoorreebbii))

(Outside sales force -field sales force)savele realiza-

torebi Tavad dadian

myidvelis mozidvis

mizniT.

ggaayyiiddvveebbiiss SSiiggaa ppeerr--

ssoonnaallii (Inside salesforce)gayidvebis Siga per-

sonali bizness war-

marTavs Tavisi samu-

Sao adgilidan

telefonis saSuale-

biT an masTan poten-

ciuri klientebis

vizitis dros.

■ gayidvebis personalis zogierTi gundi Zalian didia - magaliTad,Microsoft-shyavs 22 500 realizatori, PepsiCo-s 36 000, IBM_s 10,000 da Hartford Financial Services-s111 000.


saqarTveloSi TiTebze CamosaTv-

lelia iseTi industriebi sadac

mZlavri kompaniebi funqcionireben

da fulis didi mimoqcevaa. sabanko

safinanso institutebi aseTi indus-

triis magaliTs warmoadgens. am sfe-

ros erT-erTi damaxasiaTebeli niSa-

ni aris jansaRi konkurencia,

romelic dafuZnebulia sabazro eko-

nomikis principebze. aseT garemoSi

warmatebis erT-erTi mniSvnelovani

faqtori aris bazrisTvis inovaci-

uri produqtis SeTavazeba.

swored aseTi midgoma airCia

axalgazrda, Tumca swrafad mzardma

standart bankma, romelmac Tavis

saqmianobis warmarTvas "axali

azrovnebiT" Seudga.

2005 wlis martSi gaformda xel-

Sekruleba "salfordsa" da evroko-

misias Soris, romlis Tanaxmadac,

saerTaSoriso sainvesticio kompania

"salfordis" warmomadgenelma saqar-

TveloSi "salford jorjiam" moiZia

Sesabamisi investori kompaniebi da

daiwyo muSaoba arsebul bankis (ag-

robiznes bankis) imijis srulebiT

Secvlaze. 2005 wlis ivnisSi bankma

ukve Seicvala saxelwodeba da

"standart banki"-s saxeliT warsdga

bazarze. am momentidan banki

cdilobda konkurentebisagan

gamorCeuli yofiliyo inovatoruli

produqtebiTa da sabanko seqtoris

gansxvavebuli xedviT.

standart banki Tavis momxmareb-

lebs sTavazobs mTel rig rogorc

standartul momsaxurebebsa da pro-

duqtebs, aseve inovatorul, srule-

biT gansxvavebul produqtebs.

vviizzaa ppllaassttiikkuurrii bbaarraaTTii

qqaalleebbiissaaTTvviiss

standart banki ara marto qmnis

produqts Tavisi klientebisTvis

aramed igi wvdeba im ZiriTad

cxovrebiseul momentebs riTic

sunTqavs misi arsebuli an potenci-

uri klienti. man icis, rogori unda

iyos produqti romelic gaiyideba.

standartbankis marketinguli

gadawyvetilebebi orientirebulia

bazarze arsebuli stereotipebis da

mentaluri moTxovnilebebis

gaTvaliswinebaze da Sesabamisi pro-

duqtebis Seqmnaze. erT-erTi aseTi

"stereotipia", is rom qali aris

uflis mier Seqmnili yvelaze lama-

zi da mgrZnobiare arseba. is qveynad

movlenili aris imisTvis rom gaxa-

dos yoveldRiuri problemebiT

aRsavse garemo odnav ufro sasi-

amovno, ufro lamazi da mimzidveli.

es ulamazesi qmnileba Zlier waa-

gavs yvavils romelsac gamudmebiT

esaWiroeba zrunva, movla da auracx-

eli yuradReba. amitom, imisTvis rom

man SeZlos am misiis ganxorcieleba

viRacam unda izrunos masze. es yve-

laferi Zalian gavs jaWvur reaq-

cias, Sen zrunav masze da is ki

Senze. Tumca es qarTveli mamakace-

bis "cbieri" motivacia ar gamodgeba

im qalebisaTvis romlebic orien-

tirebulebi arian Tavisi sakuTari

ZalebiT da maT xelT arsebuli

saSualebebiT miaRwion sawadels.

standard bankis axali produqti

qalebisaTvis swored am mizans

emsaxureba. axali produqtis "viza

plastikuri baraTi qalebisTvis"

saSualebiT igi cdilobs ara marto

sabanko bazarze saimijo parametre-

bis gaumjobesebas, aramed axali pro-

duqtis danergvis gziT saqmiani

qalebisaTvis meti komfortis

Seqmnasa da maT metad dakmayofile-

bas.

specializirebuli viza plasti-

kuri baraTiT sargebloba mxolod

qalebs SeuZliaT, romlis saSua-

lebiTac maT SesaZlebloba eZlevaT

saqarTvelos farglebSi arsebuli

e.w. feSenebeluri parfiumeriis,

sportul-gamajansaRebeli, samedi-

cino, qalis specializirebuli

tansacmlis, saTvalis, iuveliruli

nawarmis da aqsesuarebis mwarmoe-

beli/momsaxurebis momwodebeli

savaWro obieqtebSi gaakeTon

TavianTi SenaZenebi. dainteresebul

qalbatonebs baraTis miReba SeuZ-

liaT standart bankis Tbilisis

teritoriaze mdebare nebismieri

filialidan da ganyofilebidan. maT

baraTiT sargebloba SeuZliaT ori

weliwadis ganmavlobaSi da SesaZ-

leboba aqvT gamoiyenon 1,000 laris

odenobis sakredito limiti, romlis

davalianebis dafarvac mogvianebiT

xdeba standartbankis standartuli

overdraftis pirobebiT.

am momsaxurebiT SeuZlia isargeb-

los nebismierma qalbatonma rome-

lic daakmayofilebs Semdeg gacxade-

bul da gaucxadebel moTxovnebs

rogorebicaa:

� saxelfaso SezRudva (300

lari),

� samuSao gamocdileba (6 Tve

erT samuSao adgilze),

� samuSao adgili (sabiujeto

dawesebuleba, kavSirgabmulobis kom-

pania, energetikis sferoSi moRvawe

kompania, telekompania, nebismieri

banki, organizaciebi romlebic

bankis saxelfaso programiT sarge-

bloben).

viza plastikuri baraTi

qalebisTvis miRebaSi qalbatonebs

SeiZleba agreTve daexmaroT

sxvadasxva garemoebebi. esenia

meuRlis samsaxureobrivi mdgomare-

oba, q. Tbilisis centralur ubnebSi

mudmivi sacxovrebeli misamarTi,

romelime bankSi angariSis da plas-

tikuri baraTis floba da dadebiTi

sakredito istoria.

baraTis miRebis procedura mar-

tivia. dainteresebuli klienti

midis bankSi da sakredito

menejerTan avsebs ganacxads baraTis

misaRebad. sakredito menejers man

unda warudginos cnoba samuSao adg-

ilidan Tanamdebobisa da xelfasis

Sesaxeb. sakredito menejeri dauy-

ovnebliv amowmebs ganacxadis

safuZvelze miRebul informacias da

gadamowmebuli informacia imave

dRes ganixileba "mcire sakredito

komitetze". sakredito komitetze Tu

klienti akmayofilebs ori tipis

kriteriums (gacxadebul

Tavsebadobis kriteriums da gaucx-

adebel Tavsebadobis kriteriums)

baraTi avtomaturad iTvleba sanq-

cirebulad da sakredito komitetis

Tavmjdomare axorcielebs baraTis

avtorizebas. sakredito komitetis

mier damtkicebis Semdeg ganacxadi

asli baraTis misaRebad gadaecema

plastikuri baraTebis ganyofilebas

dasamzadeblad, ris Semdegac limi-

tis aqtivizaciis procedurebi

ganisazRvreba standartuli sakred-

ito baraTis proceduris identurad.

am martivi proceduris Semdeg

qalbatons ukve SeuZlia mxolod

misTvis damzadebuli sakredito

baraTiT isargeblos im adgilebSi

sadac is grZnobs Tavs "Tavisuflad".

""ssttaannddaarrtt"" bbaannkkii -- zzrruunnaavvss TTaavviiss mmoommxxmmaarreebbeellzzee

bb iizz nn ee ss ii ss aa qq aarrTTvv eellooSSii

lurj kostumSi, TeTr sufTa perangsa da

wiTel halstuxSi gamowyobili gamyidveli _

STambeWdavi ymawvili, romelsac mdidari

korporaciis muSakad aRiqvamdi. mcire biznesi

xSirad yuradRebis miRma rCeboda. axla mcire

biznesisaTvis el-biznesTan dakavSirebuli

programebis misayidad IBM-i yuradRebas

telegayidvebze amaxvilebs. SeiareT atlantis

gareubanSi ganTavsebul IBM-is gayidvebis

centrSi. Tqven naxavT misi gayidvebis

personalis axal imijs: qalebi da mamakacebi,

romelTagan bevrma koleji axlaxan

daamTavra, gamowyobilebi arian lurj

jinsebsa da golfis sportul an, sulac,

samxedro formebSi. maT yurTsasmenebi

ukeTiaT da telefoniT esaubrebian myidve-

lebs, romlebsac piradad, albaT, verasodes

Sexvdebian. dReisaTvis IBM-is 1,200 telegam-

yidveli misi Semosavlis 30 procents uzrun-

velyofs, rac mcire da saSualo biznesebidan

modis. personali orientirebulia garkveul

industriebze da TiToeuli maTgani 300-mde

angariSs ganagebs. isini klientTan amyareben

urTierTobas, sTavazoben mas IBM-is IT-gadawyvetebs da, saWiroebis SemTxvevaSi, sate-

lefono centris farglebSi, akavSireben pro-

duqtis an momsaxurebis specialistTan, anda

gadamyidvelTan regionSi.7

kompania Climax Portable Machine Tools-ma daamtkica, rom mcire

kompanias, telegayidvis gamoyenebiT, fulis dazogvac SeuZlia da

myidvelisaTvis saTanado yuradRebis daTmobac. adre Climax-isgayidvebis `inJinrebi” TavianTi drois erT mesameds xarjavdnen gzaSi,

distributorebis treningsa da satelefono zarebis pasuxSi, ris

gamoc dReSi mxolod oTx kontaqts amyarebdnen. axla ki Climax-istelegayidvebis xuTkaciani gundis yoveli wevri telefoniT dReSi,

daaxloebiT, 30 potenciur myidvels ukavSirdeba. TiToeul

myidvelTan gayidvis dasrulebisaTvis, daaxloebiT, 5 zaris

ganxorcielebaa saWiro. yoveli kontaqtis dasrulebis Semdeg,

gayidvebis `inJineri” ganaaxlebs potenciuri myidvelis kompiuterul

fails, sadac aRniSnulia valdebulebis xarisxi, saWiroebebi, Semdegi

zaris TariRi da personaluri SeniSvnebi. `Tu vinme axsenebs, rom igi

saTevzaod miemgzavreba, gayidvebis inJineri am informacias

kompiuterSi ganaTavsebs da mas Semdegi satelefono zarisaTvis

iyenebs,” _ acxadebs Climax-is prezidenti da iqve aRniSnavs, rom esaris kargi urTierTobis Camoyalibebis erT-erTi gza. potenciur

myidvelTan fostis pirvelad gagzavnisas gayidvebis agenti, suraTTan

erTad, Tavis biznesbaraTsac agzavnis. ra Tqma unda, 15,000 dolaris

Rirebulebis meqanikuri danadgaris telefoniT gasayidad

megobrobaze bevrad meti ram aris saWiro (gansakuTrebuli SekveTis

Rirebuleba, SesaZloa, 200,000 dolars aRematebodes), Tumca

telegayidvebi kargad muSaobs. rodesac Climax-is momxmareblebs

hkiTxes, xSirad xedavdnen Tu ara gayidvebis inJiners, pasuxebis

umravlesoba dadebiTi iyo. cxadia, bevri maTgani verc ki acnobierebs,

rom Climax-Tan maT mxolod satelefono kavSiri hqondaT.8

gayidvebis Siga personali funqciaTa farTo speqtrs asrulebs,dawyebuli

pirdapiri gayidvebiTa da saangariSsworebo momsaxurebiT, damTavrebuli


■ DuPond-is myidvelebTan satelefono kontaqtis cen-

trSi, gamocdili telegamyidvelebi kompleqsur qimiur

produqcias telefonis meSveobiT yidian. erT-erTi rea-

lizatori enamaxvilobs: `telefonze me ufro efeqturi

var . . . garda amisa, ar giwevs ZaRlebis mogerieba."


kompania Fisher Scientific International-isgayidvebis treningkursebze sruliad

gansxvavebuli wesebia: qimiuri

kompaniis produqciis

realizatorebs ufleba aqvT,

leqciebze saRamuri perangiT

gamocxadnen; aravis gaukvirdeba, Tu

isini pirvel leqciaze SuaRames

mivlen an leqciis dros ramdenime

Sesvenebas moawyoben, raTa klients

daurekon; gamocdebis Cabarebisas ki,

maT SeuZliaT muxlebze mokalaTe-

bul ojaxis katas ealerson.

uCveulod geCvenebaT, ara? es asec

iqneboda, Tuki Fisher-is realiza-

torebs treningi Cveulebriv

saleqcio auditoriebSi Cautarde-

bodaT. magram, bolo ramdenime wlis

ganmavlobaSi, kompania Tavisi

gayidvebis personalis trenings

internetis gamoyenebiT axorcielebs.

swavleba mimdinareobs realizato-

rebis saxlSi, manqanaSi, sastumro

oTaxSi da yvelgan, sadac maT

SeuZliaT leptopi iqonion.

ganaxlebul fasebze informaciis

misaRebad an kompaniis maRalteqno-

logiuri produqciis maxasiaTeb-

lebis gasaxseneblad realizato-

rebs, ubralod, kompaniis veb-gverdze

Sesvla sWirdebaT. nebismier dros,

dRisiT Tu RamiT, maT SeuZliaT

miiRon informacia axal produqtze,

Caabaron gamocda an produqtis

eqspertebs gaugzavnon Setyobineba –

da rac mTavaria, es yvelaferi,

saklaso oTaxSi Sesvlis gareSe.

keTili iyos Tqveni mobrZaneba

gayidvebis personalis

internetsamyaroSi.

bolo ramdenime welia, mTel

msoflioSi, savaWro organizaciebma

fulisa da drois dazogva veb-

gverdis gamoyenebiT daiwyes. isini,

internetis meSveobiT, atareben

treningebs realizatorebisaTvis,

marTaven Sexvedrebs da produqciis

prezentaciebs. `veb-teqnologiebi

sul ufro aqtualuri xdeba

gayidvis procesebisaTvis, radganac

isini realizatorebis dros

zogaven,” – acxadebs konsultanti

tim slouni. vebis saSualebiT

kompaniebi zogaven drosa da

transportirebis xarjebs, amavdro-

ulad, realizatorebs uzrunvel-

yofen informaciiT kompaniis axali

produqtebisa Tu strategiebis

Sesaxeb. Fisher Scientific-is realizato-

rebs veb-gverdiT xelmZRvaneloba

nebismier dros SeuZliaT. maSin,

roca axal realizators, SesaZloa,

saaTebi dasWirdes veb-gverdze gan-

Tavsebuli informaciis etapobrivi

SeswavlisaTvis, gamocdili realiza-

tori saWiro informaciis misaRebad

ramdenime wuTs xarjavs. `es maT

drois ukeTesad marTvaSi exmareba,

radganac isini gadian mxolod im

treningebs, romlebic maT sWirdebaT,

da, amasTanave, im dros, rodesac

maTTvisaa mosaxerxebeli. Tuki

gamyidvelebs nakleb droSi SeuZ-

liaT treningis gavla, es imas

niSnavs, rom maTGSeuZliaT meti dro

moaxmaron realizacias, rasac isini

SesaniSnavad asruleben,” – acxadebs

kompaniis treningganyofilebis

xelmZRvaneli jon pavliki.

treningi aris erT-erTi momsaxu-

reba, risTvisac organizaciebi inter-

nets iyeneben. bevri kompania veb-

gverds prezentaciebisa da

saangariSo moxsenebebis Casatareb-

lad mimarTavs. magaliTad, kompiute-

rebisa da sakomunikacio aRWurvi-

lobis mwarmoebelma korporacia

NEC-ma ZiriTad marketingul

iaraRad internet-vaWroba airCia.

2001 wlis 11 seqtembers, axali

kompiuteruli serverebis warmoebaSi

CaSvebis Semdeg, NEC-i xelaxla dad-

ga realizaciis gzebis arCevis wina-

Se. 11 seqtembris tragediis* Semdeg,

kompaniam daiwyo gayidvebis axali

sistemis Zieba, romelic realizato-

rebis satransporto xarjebs Seamci-

rebda. marketingis menejer dik

ksaplaris gancxadebiT, NEC-is rea-lizaciis Zveli sistema, romelic

klientTan realizatoris misvlasa

da produqtis prezentacias gulis-

xmobda, erT dReSi gamousadegari

gaxda. Sesabamisad, NEC-ma gayidvebisaxali, vebze dafuZnebuli midgoma

aiTvisa. Tavdapirveli mizani reali-

zatorebis TviTmfrinaviT mgzav-

robis Tavidan acileba iyo. axla

veb-iT realizaciebia NEC-isgayidvebis strategiis ganuyofeli

nawilia. Tu realizatorebis

mgzavrobis yoveldRiuri xarji,

saSualod, 663 dolars Seadgens,

erTsaaTiani veb-konferencia,

internet-gayidvebi: dRes mTel msoflioSi organizaciebi realizatorebis

treningisTvis, Sexvedrebis warmoebisTvisa da prezentaciebis

mowyobisTvisac ki axal veb-midgomas iyeneben.

`̀mmoonniiSSnnee,, ddaaaawwkkaappuunnee,, ggaayyiiddee:: kkeeTTiillii iiyyooss TTqqvveennii

mmoobbrrZZaanneebbaa ggaayyiiddvveebbiiss ppeerrssoonnaalliiss iinntteerrnneettssaammyyaarrooSSii~~

* 2001 wlis 11 seqtembers aSS-Si qalaq niu-iorkSi moxda teroristuli aqti. teroristebma gaitaces oTxi TviTmfrinavi,

romlebiTac daejaxnen or caTambjens (e.w. Tvin-Tauerebs) da pentagonis Senobas.

mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii 13.1

myidvelTa monacemebis analiziTa da gare realizatorebsa da myidvelebs

Soris Suamavlis rolis SeTavsebiT. dRes maT gankargulebaSi saSualebebis

kidev ufro farTo arCevania.9

iseve rogorc telegayidvebi cvlis gzebs, romliTac, xSirad, kompaniebi

bazarze gadian, aseve interneti gvTavazobs gayidvebis personalis

restruqturizaciisa da gayidvebis warmoebis axal SesaZleblobebs.

personaluri gayidvebis uzrunvelsayofad dRes sul ufro meti kompania

iyenebs internets, romlis meSveobiTac xorcieldeba rogorc realizatorebis

momzadeba, aseve gayidvebTan dakavSirebuli Sexvedrebis marTva da

saangariSsworebo momsaxureba (ix. marketingi muSaobis procesSi 13.1)


mxolod, 60 dolari jdeba. ufro

mniSvnelovania is faqtoric, rom

interneti ufro met perspeqtiul

klientTan Sexvedris saSuale-bas

iZleva. amiT iqmneba gayidvebis ufro

racionaluri da efeqtiani praqtika.

ksaplaris daaxloebiTi gamoan-

gariSebiT, igi kviraSi 10 klientTan

marTavs veb-konferencias, romlis

drosac igi da misi jgufi klients

produqtis maxasiaTeblebsa da

sargebels acnoben. myidvelebs

moswonT aseTi sistema, vinaidan NEC-is produqciis Sesaxeb informacias

gayidvebis gundis stumrobis gareSe

iReben. ksaplarma naTlad dainaxai

moxaruli iyo, roca aRmoaCina, rom

vebze damyarebuli vaWroba, klien-

tebTan urTierTobis dasamyareblad,

metad efeqturi gza iyo. `veb-prezentaciis dros klienti igebs

Cveni teqnologiis, fasebis, kon-

kurentebis SeTavazebis Sesaxeb, Cven

ki maT biznessa da saWiroebebs vec-

nobiT. rom ara es saSualeba, klien-

tebTan komunikaciebis damyarebas,

bevri fulis flan-gvis gareSe, ver

movaxerxebdiT. xalxma miiRo es

teqnologia da, ara mgonia, rom

Cveni kompania mgzavrobiT ganxor-

cielebuli vaWrobis praqtikas

daubrundes,” _ acxadebs igi.

sxva kompaniebi veb-konferenciebs

axali, potenciuri klientebis aRmo-

saCenad iyeneben. kompiuteruli prog-

ramebisa da informaciuli teqnolo-

giebis gamomSvebi 8 miliardi

dolaris Semosavlis mqone kompania

Oracle Corpooration-i momavali kliente-

bisaTvis onlain seminarebs awyobs.

potenciur klientebs SeuZliaT

daaTvalieron maRalteqnologiuri

kompaniis veb-gverdi, raTa, dasaswre-

bad, SearCion sasurveli seminari.

seminarebi moicavs produqtis praq-

tikulad gamoyenebis wesebis aRmwer

leqcias, romelsac mosdevs kiTxva-

pasuxebis seqcia. rodesac seminari

mTavrdeba, klientebs aCveneben Oracle-is veb-gverdis sxva nawilebs, romel-

Ta gamoyenebiTac maT SeuZliaT

produqciis SekveTa. `aseTi midgo-

miT, klientis xarji mxolod droa.

dRes Cven bevrad ufro farTo

auditoria gvyavs, vidre es tradi-

ciuli seminarebis mowyobis SemTxv-

evaSi iqneboda”, – acxadebs Oracle-isinternetmarketingis programebis

menejeri.

interneti aseve mosaxerxebeli

saSualebaa sarealizacio strate-

giebis Camoyalibebisadmi miZRvnili

sxdomebis Casatareblad. magaliTad,

Cisco Systems, Sexvedrebis onlainiT

Catarebisas, samgzavro biujetidan

did Tanxas zogavs. kompania sxdome-

bis umetes nawils, kompiuteruli

programa PlaceWare Web-is saSuale-

biT, onlain reJimSi marTavs. amiT

kompania TveSi 1 milion dolars

zogavs. Cisco-s axali produqtis ga-

moSvebisas, marketingisa da reali-

zaciis strategiebis Sesaxeb axali

informaciis gadasacemad, kompania

100-kacian onlain sxdomebs atarebs.

sxdoma, romelsac, Cveulebriv,

produqtis menejeri an vice-prezi-

denti uZRveba, 10-wuTiani prezenta-

ciiT iwyeba, romelzec dagegmil

strategiebs ganmartaven. Semdeg

telekonferenciaSi monawileni 50

wuTs kiTxva-pasuxs uTmoben. sxdomis

wamyvans SeuZlia damswreebs konku-

rentebis veb-gverdebze miuTiTos,

xmis micemis specialuri kompiute-

ruli programis saSualebiT, konkre-

tul sakiTxebze sakuTari arCevanis

gakeTeba sTxovos. `Cveni gamyidve-

lebi erTmaneTs ufro internetiT

xvdebian, vidre pirispir”, _ acxadebs

Cisco–s treiningebis menejeri maik

mitCeli. `gamyidvelebi da meneje-

rebi, romelTac erTmaneTi pirispir

mxolod ramdenjerme unaxavT, inter-

netiT yoveldRe xvdebian erTma-

neTs”, _ dasZens igi. `realizato-

rebisaTvis aseTi ram didi

stimulia, radgan, Cveni gayidvebisa

da marketinguli strategiebis

TiToeul nabijze, maT erTmane-

TisaTvis Sexedulebebis gaziarebis

saSualeba eZlevaT.”

amrigad, vebze damyarebul teqno-

logiebs didi sargeblis motana

SeuZliaT. isini realizatorebs

Zvirfasi drois dazogvaSi, samgzav-

ro xarjebis Semcirebasa da klien-

tebis momsaxurebaSi exmarebian. Tum-

ca, maT uaryofiTi mxareebic aqvT.

pirvel rigSi, es mimarTuleba ar

aris iafi. vebze damyarebuli sis-

temis uzrunvelyofa asiaTasobiT

dolari jdeba. teqnologiebSi nak-

lebad gaTviTcnobierebul reali-

zatorsa da klients SeiZleba gar-

kveuli diskomfortis SegrZneba

gauCndeT. `organizaciaSi unda iyos

eleqtronuli gayidvebis kultura.

Tu realizatorebi da klientebi,

aseTi tipis urTierTobisas, gar-

kveul diskomforts grZnoben, maSin

es Tqveni fulis umizno flangva

iqneba”, _ acxadebs marketinguli

komunikaciebis erT-erTi menejeri.

serverTan an qselTan dakavSirebu-

li sxvadasxva problema negatiur

zegavlenas axdens gayidvis proces-

ze, rac mniSvnelovani Sexvedrisa Tu

prezentaciis warmarTvisas wamgebiania.”

am mizezebis gamo, zogierTi

eqsperti acxadebs, rom kompaniebi

veb-teqnologiebs iyeneben trenin-

gebis, konferenciebisa da prezenta-

ciebisaTvis, magram, rodesac mniSvne-

lovan klientTan garigebis dro

dgeba, maT SeiZleba moZvelebul

pirispir Sexvedras mimarTon. `raime

SenaZenis gakeTebamde, klientebs

Tqvens TvalebSi Caxedva surT da

swored es aris is, risi gakeTebac

internetis meSveobiT, jer-jerobiT,

SeuZlebelia”, _ acxadebs vaWrobis

konsultanti slouni.

wwyyaarroo:: MMelinda Ligos, “Point, Click andSell,” Sales & Marketing Management, May1990, pp. 51-55; and Tom Kontzer, “WebConferencing Embraced,” Information Week,May 26, 2003, pp. 68-70. agreTve naxeT

Ginger Conlon, “Ride the Wave,” Sales &Marketing Management, December 2000, pp.67-74; Cindy Waxer, “Better than Being There,”Selling Power, November-December 2002, pp.28-30; Julia Chang, “No Instructor Required,”Sales & Marketing Management, May 2003, p.26; Nicole Ridgeway, “A Safer Place to Meet,”Forbes, April 28, 2003, p. 97.


gguunndduurrii ggaayyiiddvvaa.. ufro kompleqsuri produqtebisa da msxvili myidvelis

SemTxvevaSi, erTi realizatorisaTvis SeuZlebelia yvela moTxovnilebis

dakmayofileba, amdenad, msxvili, kompleqsuri angariSebis momsaxurebisTavis,

kompaniaTa umravlesoba gguunndduurr ggaayyiiddvvaass iyenebs. kompaniebma aRmoaCines, rom

gayidvebis gundebs nebismier individualur realizatorze ukeTesad SeuZ-

liaT problemebis, gadasaWreli sakiTxebisa da gayidvebis SesaZleblobebis

gansazRvra. aseTi gundebi SeiZleba Sedgebodes eqspertebisagan organizaciis

nebismieri funqciuri ganyofilebidan _ gayidvebis, marketingis, momsaxurebis,

kvlevisa da ganviTarebis, operaciebis, finansebisa da sxva. gunduri gayidvis

situaciaSi,realizatori, `solistis” rolidan, `diriJoris” rolze inacvlebs.

xSirad, gayidvebis gundis Camoyalibeba myidvel organizaciebSi

Sesyidvebis gundis Seqmnas iwvevs. Jurnal Purchasing-is ukanaskneli kvlevis

mixedviT, gamokiTxuli kompaniebis 70% ukve iyenebs an ukiduresad dainterese-

bulia mravalfunqciuri Sesyidvebis gundebis CamoyalibebiT. kompania DowChemical-is gayidvebis direqtoris TqmiT, aseT Sesyidvebis gundTan samuSaod,

gayidvebis efeqturad warmoebis mizniT, `realizatorebi gayidvebis jgufSi

unda gaerTiandnen. . . vinaidan, martoxela mglebi aRar arseboben.“10

iseTi kompaniebi, rogorebic arian IBM, Xerox da P&G, ukve didi xania, racgayidvebis gundebs iyeneben. P&G-is realizatorebi organizebulni arian `kli-

entis biznesganviTarebis (CBD) jgufebSi.” TiToeuli gundi P&G-is TiTo

mniSvnelovan klientTan muSaobs. gundSi Sedian am gundis menejeri, ramdenime

produqtis mmarTveli (TiToeuli pasuxismgebelia P&G-is produqciis

garkveul kategoriaze) da marketingis, strategiis, operaciebis, sainformacio

sistemebis, lojistikisa da finansebis specialistebi. aRniSnuli gundebi

sakuTar klients uweven srul momsaxurebas, absoluturad yvela saWiroebis

mixedviT.

zogierTi kompania ki axlaxan gadavida gayidvebis gundur koncefciaze.

magaliTad, Culter-Hammer-ma, romelic eleqtrogamomrTvelebiT, avtomobilis

starterebiTa da sxva eleqtroaRWurvilobiT amaragebs kompania Ford-s,Camoayaliba realizatorTa

`gundi”, romelic orientirebulia

garkveul geografiul regionze,

industriaze an bazarze.

gansakuTrebiT kvalificiur

myidvelTan urTierTobisas,jgufis

TiToeuli wevri iyenebs im cod-

nasa da gamocdilebas,romelic maT

produqtis an momsaxurebis Sesaxeb

gaaCniaT.11

gundur gayidvas uaryofiTi

mxareebic gaaCnia. magaliTad, gun-

durma gayidvam SesaZloa daabnios

an gaaRizianos myidveli, romelic

mxolod erT realizatorTan urT-

ierTobas aris SeCveuli. realiza-

torebi, romlebic, ZiriTadad, marto

muSaoben, SesaZloa, gundSi sxvebTan

muSaobisas, garkveul problemebs

waawydnen. da bolos, sakmaod

Znelia gundur muSaobaSi individ-

ualuri wvlilis dadgena, rac,

realizatorTa anazRaurebis Tval-

sazrisiT, siZneleebs warmoSobs.

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss SSeerrCCeevvaa ddaa ddaaqqiirraavveebbaa

kargi realizatorebis SerCeva da daqiraveba warmatebuli gayidvebis

safuZvelia. saSualo da maRali donis realizatorebis mier Sesrulebuli

samuSao erTmaneTisagan mniSvnelovnad gansxvavdeba. gayidvebis personalis

yvelaze warmatebiT momuSave 30 procents gayidvebis 60 procenti moaqvs. amri-

gad,realizatorebis dakvirvebulma SerCevam SesaZloa gayidvebis maCveneblebi

gguunndduurrii ggaayyiiddvvaa

(Team selling)gayidvebis, mar-

ketingis, sainJinro,

finansuri, teqnikuri

daxmarebis samsax-

urebisa da zeda

menejmentis warmo-

madgenlebisagan

Sedgenili jgufis

gamoyeneba, msxvili,

kompleqsuri

angariSebis momsax-

urebis mizniT.

■ Procter & Gamble-is `klientis biznesis ganviTarebis gundi" emsaxureba aSS-s

samxreT-aRmosavleTiT sursaTiT movaWre msxvil sacalo movaWres. igi

Sedgeba menejerisagan da xuTi produqtis aRmasruleblisagan. maTTan

erTad aq aris naCvenebi sxva sferos specialistic.

gazardos. uxarisxod Catarebuli SerCevis procesi zrdis TanamSromelTa

denadobasTan dakavSirebul xarjebs. rodesac realizatori kompanias tovebs,

axali realizatoris povnisa da momzadebis xarjebi, dakarguli gayidvebis

xarjebTan erTad, sakmaod maRalia. agreTve, bevri axali individiT dakomple-

qtebuli gayidvebis personali naklebad produqtiulia.

ra ganasxvavebs saukeTeso realizators sxva danarCenebisgan? gayidvebis

saukeTeso Semsruleblis gamosavlenad Gallup Management-is sakonsultacio

jgufma naxevari milioni realizatoris azri gamoikiTxa. kvlevis Tanaxmad,

saukeTeso realizatori flobs 4 mniSvnelovan unars: Sinagan motivacias,

mowesrigebul samuSao stils, gayidvebis dasrulebisa da myidvelTan

urTierTobis agebis unars. es ukanaskneli, SesaZloa, yvelaze ufro

mniSvnelovani iyos.12

saukeTeso realizators aqvs Sinagani motivacia. `sxvadasxva adamians

sxvadasxva ram amoZravebs _ siamaye, bedniereba, fuli, _ ambobs erT-erTi

eqsperti, _ magram yvelaze karg realizators erTi saukeTeso Tviseba aqvs:

warmatebisken mizanmimarTuli swrafva”. zogierT realizators amoZravebs

fuli, aRiarebisken ltolva an konkurenciis Jinis dakmayofileba da gamar-

jveba, sxvebs ki _ momsaxurebis miwodebis an urTierTobebis survili.

`konkurenti, romelsac momsaxurebis miwodebis Zlieri wadili gaaCnia, karg

bizness aawyobs da, imavdroulad, myidvelebs mzrunvelobiT uzrunvelyofs, _

aRniSnavs Gallup Management-is sakonsultacio jgufis mmarTveli direqtori, _

vin moiTxovs amaze mets?”

maTi motivaciis miuxedavad, realizatorebma mowesrigebuli samuSao

stiliTac unda imuSaon. Tu realizatorebi ar arian organizebulni, koncen-

trirebulni da muyaiTni, isini myidvelebis dReisaTvis sul ufro gazrdil

moTxovnilebebze morgebas ver SeZleben. Zlieri realizatorebi mudmivad

adgenen detalur,organizebul gegmebs,romelTac,Semdeg,droulad asruleben.

erT-erTi instruqtori acxadebs: `zogierTis azriT, yvelaferi beds

ukavSirdeba. magram bedi im saukeTeso realizatorebs uRimis, romlebic

diliT adre dgebian da gvianobamde muSaoben. isini SeTavazebebs Ramis or

saaTamde amzadeben; dRis bolos,rodesac samsaxuridan yvela midis, potenciur

myidvelebTan rekvas mainc agrZeleben”.

Tu realizators gayidvebis dasrulebis unari ar aqvs, misi sxva danarCeni

unar-Cveva azrs kargavs. ra aris saWiro imisaTvis, rom gayidvis dasruleba

SegeZlos? erTis mxriv, es Seupovar simtkices saWiroebs. `agenti, romelic

gayidvebis dasrulebas SesaniSnavad arTmevs Tavs, aTlets hgavs, _ ambobs

gayidvebis erT-erTi instruqtori, _ maT ar eSiniaT marcxis gancdis da

muSaobas SekveTis dasrulebamde ar wyveten”. isini Zalian Tavdajerebulebi

arian da yovelTvis swamT, rom sworad moqmedeben.

saukeTeso realizatorebi wyveten myidvelis problemebs da masTan

urTierTobebs amyareben. isini TavianTi momxmareblis moTxovnilebebs instiq-

turad grZnoben. gayidvebis aRmasrulebeli direqtori saukeTeso realiza-

tors Semdegi terminebiT dagixasiaTebT: momTmeni, mzrunveli, gulisxmieri,

kargi msmeneli, patiosani. saukeTeso Semsruleblebs SeuZliaT sakuTari Tavi

myidvelis adgilas warmoidginon da samyaros maTi TvaliT Sexedon. maT

TavianTi myidvelisaTvis faseulobis Seqmna surT.

pirvel rigSi, kompaniebma TviTon unda gaaanalizon, Tu ra samuSaos

Sesruleba uwevT realizatorebs gayidvebis dros da ra Sesabamisi unar-

Cvevebi sWirdebaT maT. moiTxovs Tu ara Sesasrulebeli samuSao dagegmvis

xangrZliv process an dokumentebTan intensiur muSaobas? saWiroebs Tu ara

bevr mogzaurobas? aRmoCndebian Tu ara uaryofiTi pasuxis winaSe? mouwevT

Tu ara profesional myidvelebTan muSaoba? kompaniam realizatorebi am faq-

torebis gaTvaliswinebiT unda SearCios da daiqiraos.

mas Semdeg, rac menejmenti kriteriumebze SeTanxmdeba, unda moxdes

Sesabamisi realizatorebis daqiraveba. kadrebis marTvis ganyofileba SesaZlo

kandidatebs sxvadasxva xerxiT eZebs: moqmedi realizatorebis

rekomendaciebiT, dasaqmebis saagentoebis, gancxadebis ganTavsebis, internetisa

da kolejis studentebTan dakavSirebis saSualebiT. SesaZlebelia sxva kom-



paniebis saukeTeso realizatorebis

mozidvac. kvalificiuri realiza-

tori nakleb wvrTnas saWiroebs da

misi produqtiuloba maRalia.

Ziebis am process bevri msurve-

li gamoexmaureba, romelTaganac kom-

paniam saukeTesoni unda SearCios.

SerCevis procedura SeiZleba iyos

araformaluri gasaubreba, xangrZli-

vi testireba an interviuireba. bevri

kompania kandidatebs testebs aZlevs.

rogorc wesi, testebiT ganisazRvreba

gayidvis unarianoba, analitikuri da

organizaciuli SesaZleblobebi, pi-

rovnuli da sxva maxasiaTeblebi.

testebis Sedegebs gansakuTrebuli

mniSvneloba aqvs iseT kompaniebSi,

rogorebic arian IBM, Prudential, P&Gda Gillette. Gillete-is gancxadebiT, real-

izatorebis testirebis gziT daqi-

ravebam TanamSromelTa denadoba 42

procentiT Seamcira. Cveulebriv,

testirebis pasuxebi SemdgomSi real-

izatorebis mier Sesrulebuli

samuSaos maCveneblebs Seesabameba.

magram testirebis qulebi informa-

ciis mxolod erT nawils iZleva.

danarCenis miReba SesaZlebelia piradi maxasiaTeblebiT, rekomendaciebiT, war-

suli samuSao gamocdilebiTa da intervius Sedegad.13

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss ttrreeiinniinnggii

axali realizatorebis trenings SesaZloa ramdenime kviridan ramdenime

Tvemde dasWirdes. saSualod, sawyisi treningis xangrZlivoba 4 Tves Seadgens.

SemdgomSi ki, realizatoris mTeli karieris manZilze, kompaniebis umetesoba

misi kvalifikaciis amaRlebas uzrunvelyofs seminarebis, samuSao

Sexvedrebisa da internetis saSualebiT. aSS-Si kompaniebi realizatorebis

treningebze 7 miliard dolarze mets xarjaven. miuxedavad imisa, rom

treningi, SesaZloa, did Tanxebs moiTxovdes, mas mniSvnelovani sargebeli

moaqvs. magaliTad, Nabisco-m, Tavisi 2-dRiani `profesiuli gayidvis programis”

Sesaxeb, kvleva Caatara. mas ainteresebda,Tu ra sargebeli mohqonda programas,

romelic realizatorebs sacalo myidvelebisaTvis profesionaluri

prezentaciebis dagegmvasa da Catarebas aswavlis. erTi gamyidvelis

programaSi monawileoba kompanias 1,000 dolari ujdeboda. treningis Sedegad,

gayidvebi erT realizatorze 122,000 dolariT gaizarda. Sesabamisad, mogebam

erT gamyidvelze 121,000 dolari Seadgina.14

trenings ramdenime mizani aqvs. imisaTvis, rom realizatorma kompaniis

erT-erT wevrad igrZnos Tavi, treningebis umetesoba iwyeba kompaniis istori-

isa da miznebis, finansuri struqturisa da SesaZleblobebis, misi

mniSvnelovani bazrebisa da produqciis daxasiaTebiT. realizatorma unda

icodes gasayidi produqtis yvela detali. amisTvis maT aCveneben produqtis

warmoebis process, aseve imas, Tu rogor funqcionirebs igi. mniSvnelovania

konkurentebisa da myidvelebis Sesaxeb informaciis flobac. Sesabamisad,

treningis dros realizatori iRebs informacias konkurentebis strategiebis,

myidvelis gansxvavebuli tipebis, moTxovnilebebis, yidvis motivaciisa da

Cvevebis Sesaxeb. realizatorebi unda flobdnen efeqturi prezentaciis

warmarTvis unar-Cvevebs. amisaTvis maT gayidvebis warmarTvis safuZvlebs

aswavlian. da bolos, realizatorebisTvis mniSvnelovania savele muSaobi-

saTvis saWiro procedurebisa da valdebulebebis codna. isini swavloben,

■ saukeTeso realizatorebi: saukeTeso realizatorebi floben

Sinagan motivacias, muSaobis daxvewil stils, gayidvebis dasrulebis

unars da, SesaZloa, yvelaze mniSvnelovans - myidvelTan urTierTobis

agebis unars.

rogor gaanawilon dro arsebul da potenciur myidvelebs Soris, rogor

moamzadon angariSi da awarmoon efeqturi komunikacia.

dRes, bevri kompania gayidvebis treningis sakuTar programebs veb-

treningebs amatebs. mosalodnelia, rom 2006 wlisaTvis onlain treningis

industria 23.7 miliards miaRwevs.15 amgvari onlain treningebi SeiZleba

moicavdes, rogorc martiv teqstur informacias produqtis Sesaxeb, aseve

savarjiSoebs, romlebic ayalibeben gayidvis unar-Cvevebs da qmnian gayidvebis

procesis analogiur kompleqsur modelebs. eleqtronuli qseluri aRWur-

vilobisa da kompiuteruli programebis mwarmoebelma Cisco Systems-ma gamo-ikvlia, rom realizatorebis onlain momzadebas meti sargebeli moaqvs.

didi moculobis gayidvebis personalisTvis asobiT kompleqsuri,

swrafad cvalebadi produqtis Sesaxeb informaciis ganuwyvetlad

miwodeba arc Tu ise ioli saqmea. adre,treningis mizniT,Cisco-s axlad

daqiravebuli realizatorebi, yovel wels, mis centralur ofisSi 5-

dRian sxdomaze midiodnen. `Cven vagzavnidiT xalxs da maT erTkvirian

mosabezrebel trenings vutarebdiT”, _ ambobs Cisco-s treningebisaRmasrulebeli. es midgoma iwvevda samgzavro xarjebis zrdasa da,

ufro metic, realizatorebis Zvirfasi drois kargvas. am sakiTxis

gadasaWrelad, Cisco-m SeimuSava Field E-Learning Connection _ Siga

swavlebis portali, romlis saSualebiTac Cisco-s realizatorebs,

mTel msoflioSi, SeuZliaT TavianTi unar-Cvevebisa da codnis

gaRrmaveba. veb-gverdi realizatorebs qseluri swavlebis aTobiT

aTas damxmare saSualebasTan akavSirebs. axali sistema maT sTavazobs

seminarebis moxerxebuli formatiT miwodebis farTo speqtrs: audio

da video formati, pirdapiri eTeriT gadacemebi an mxolod teqsto-

brivi masala. SesaZlebelia Sinaarsis MP3-failad gardaqmna, misi

ekranze naxva, kompiuterSi CatvirTva da Jurnalis formatiT

amobeWdvac ki. axali sistemis saSualebiT Cisco-s SeuZlia treningis

calkeuli sxdomebis marTva, romlebic, internetis saSualebiT,

erTdroulad, xelmisawvdomia mTel msoflioSi momuSave kompaniis


■ realizatorTa treningi: kompania Cisco-s realizatorTa eleqtronuli swavlebis por-

tali "Cisco's Field E-Learning Connection", aerTianebs audio da video masalas; SesaZlebelia

misi MP3 failad gardaqmna, ekranze naxva, gadmotvirTva da Jurnalis formiT amobeWdvac ki.


3,000 TanamSromlisTvis. maTTvis, vinc pirdapir translacias ver

uyura, xelmisawvdomia am RonisZiebebis videoCanawerebi. sistemiT

SesaZlebelia Cisco-s eqspertebTan dakavSireba da, maTTan erTad,

savarjiSoebis Sesruleba. Field E-Learning Connection-i uzrunvelyofs

treningis resursebis farTo sistemis xelmisawvdomobas nebismier

drosa da nebismier adgilas, ramac mniSvnelovnad gaaumjobesa

treningis pirobebi. amavdroulad, xarjebi 40-60 procentiT Semcirda,

maSin, rodesac realizatorebis myidvelebTan urTierTobis dro 40

procentiT gaizarda.16

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss aannaazzRRaauurreebbaa

realizatorebis misazidad kompania anazRaurebis mimzidvel sqemas unda

flobdes. organizaciis mier realizatorisTvis gadaxdili Tanxa ramdenime

elementisagan Sedgeba _ fiqsirebuli Tanxa, cvladi Tanxa, xarjebi da

damatebiTi SeRavaTebi. fiqsirebuli Tanxa, Cveulebriv, xelfasi, realizators

stabiluri SemosavliT uzrunvelyofs. cvladi Tanxa, anu gayidvebis

maCvenebelze dafuZnebuli sakomisio an premia, realizatorebs intensiuri

muSaobisaTvis ajildovebs. kompania realizatorebis mier gaweul im xarjebs

anazRaurebs, romlebic samsaxurebrivi movaleobis SesrulebasTan aris

dakavSirebuli. es realizators saSualebas aZlevs, sasurveli gayidvis

misaRwevad gaakeTos yvelaferi, rac saWiroa. damatebiTi SeRavaTebi,

magaliTad, ufaso Svebulebebi, pensia da sicocxlis dazRveva, samuSaos

usafrTxoebasa da kmayofilebas uzrunvelyofs.

kompaniis menejmentma unda gadawyvitos, TiToeuli samuSaosTvis

anazRaurebis elementebis rogori nazavia yvelaze optimaluri. fiqsirebuli

da cvladi Tanxebis sxvadasxva kombinaciiT miiReba iZleva anazRaurebis

sqemis oTx ZiriTad tips – mxolod xelfasi, mxolod sakomisioebi, xelfass

damatebuli premia da xelfass damatebuli sakomisioebi. gayidvebis person-

alis anazRaurebis sistemebis kvlevam aCvena, rom gamokiTxuli kompaniebis 70

procenti fiqsirebuli xelfasisa da sakomisioebis kombinacias iyenebs.

gamokiTxul kompaniebSi saSualo anazRaurebis gegma Sedgeba 60% fiqsirebuli

xelfasisa da 40% sakomisioebisagan.17

realizatorebis swor anazRaurebas SeuZlia maTTvis motivaciis Seqmna

da maTi saqmianobis saWiro mimarTulebiT warmarTva. anazRaurebam isini iseTi

saqmianobisadmi unda ganawyos, romelic kompaniis marketingul miznebs

Seesabameba. cxrilSi 13.1 naCvenebia, rogor zemoqmedebs kompaniis marketinguli

ccxxrriillii 1133..11 ddaammookkiiddeebbuulleebbaa kkoommppaanniiiiss ssaaeerrTToo mmaarrkkeettiinngguull ssttrraatteeggiiaassaa ddaa ggaayyiiddvveebbiiss

ppeerrssoonnaalliiss aannaazzRRaauurreebbaass SSoorriiss

ssttrraatteeggiiuullii mmiizzaannii

iiddeeaalluurrii rreeaalliizzaattoorrii

ggaayyiiddvvaazzee ffookkuussiirreebbaa

kkoommppeennssaacciiiiss rroollii

wyaro: aRebuli sem t. jonsonis naSromidan `gayidvebis anazRaureba: saukeTeso arCevanis ZiebaSi”, kompensaciisa da sargeblis reviu, noem-

beri-dekemberi, 1993, gv. 53-60. saavtoro ufleba © 1998 amerikis menejmentis asociacia, niu-iorki, www.amanet.org. yvela ufleba daculia,

gamoyenebulia nebarTvis safuZvelze.

ssaabbaazzrroo wwiilliiss

sswwrraaffaadd mmooppoovveebbaa

damoukidebeli iniciativis

mqone

garigebis warmoeba

ganuwyvetlad didi

Zalisxmeva

klientebis mopoveba

maRali gayidvebis maCveneblis

mqone personalis dajildoeba

axal da arsebul klientze

gayidvisTvis dajildoeba

produqtis kompoleqsis marTva

jgufuri gayidvis waxaliseba

dajildoeba klientTan

urTierTobisTvis

konsultaciuri gayidva gayidvebis maqsimalurad

warmoeba

problemebis gadamWreli gunduri moTamaSe

urTierTobebis mmarTveli

bbaazzrriiss lliiddeerriiss

ppoozziicciiiiss ggaannttkkiicceebbaa

mmooggeebbiiaannoobbiiss

mmaaqqssiimmaalliizzaacciiaa

strategia anazRaurebis sqemaze. magaliTad, Tu strategia swrafi zrdisa da

sabazro wilis mopovebiskenaa mimarTuli, realizatoris anazRaurebaSi

sakomisioebis wili ufro didia da axali klientis mopovebisTvis mas premia

ekuTvnis. yovelive es xels uwyobs gayidvebis maRal maCvenebelsa da axali

klientebis mozidvas. amis sapirispirod, Tu kompaniis mizania mogebianobis

zrda, anazRaurebaSi fiqsirebuli xelfasis wili ufro maRalia, rasac Tan

myidvelis kmayofilebisTvis gankuTvnili premia erTvis. bevri kompania cvlis

anazRaurebis iseT sistemas, romelSic sakomisioebis wili didia, vinaidan igi

realizatorebis mxridan klientebTan moklevadian urTierTobebze orientire-

bas ganapirobebs. erT-erTi eqsperti aRniSnavs: `ar unda gyavdes iseTi real-

izatori, romelic, garigebis dasasruleblad, zedmetad awuxebs myidvels da

amiT bolos uRebs masTan urTierTobas.” amis sapasuxod, kompaniebi ayalibeben

anazRaurebis gegmebs, romliTac realizatorebs ajildoveben urTierTobebis

agebisa da TiToeuli myidvelisTvis grZelvadiani faseulobis SeqmnisaTvis.18

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss mmeeTTvvaallyyuurreeoobbaa

axal realizatorebs, ara mxolod teritoria, anazRaureba da treiningi, aramed

meTvalyureobac sWirdebaT. amis meSveobiT kompania marTavs da motivacias

uqmnis gayidvebis personals, raTa maT samuSao saukeTesod Seasrulon.

kompaniebi meTvalyureobas sxvadasxvanairad axorcieleben. bevri Tavis

realizatorebs miznobrivi myidvelis gansazRvrasa da satelefono zarebis

normebis dawesebaSi exmareba. erT erTi iaraRia wliuri zarebis gegma,

romelic aCvenebs, romel arsebul Tu potenciur myidvelTan romel TveSi

unda dairekos da ra RonisZiebebi unda ganxorcieldes. RonisZiebebi gulisx-

mobs monawileobas savaWro SouSi, Sexvedrebze wasvlasa da marketinguli

kvlevebis Catarebas. gayidvebze daxarjuli drois garda, realizatorebi

dros xarjaven mogzaurobaSi, lodinSi, kvebaSi, Sesvenebasa da adminis-

traciuli davalebis SesrulebaSi.

suraTze 13.2 naCvenebia, Tu rogor xarjaven realizatorebi TavianT dros.

saSualod, pirispir gayidvaze modis samuSao drois 30 procentze naklebi! Tu

gayidvebis dro 30-dan 40 procentamde gaizrdeba, es gayidvaze dadebiTad imo-

qmedebs. kompaniebi TavianTi realizatorebisTvis drois dazogvis gzebis mud-

miv ZiebaSi arian. am mizans emsaxureba mogzaurobis nacvlad satelefono

saubrebis gamoyeneba, Canawerebis gamartivebuli sistemis SemuSaveba, myidvelze

meti informaciis miwodeba da a.S. ai, ra cvlilebebi gaatara kompania GeneralElectric (GE)-ma Tavisi realizatorebis mxardasaWerad.19

rodesac jef imelti GE-is axali xelmZRvaneli gaxda, misi erT-

erTi pirveli nabiji kompaniis realizatorebis gamokiTxva iyo. igi


nnaaxxaazzii 1133..22rogor xarjaven dros

realizatorebi.

wyaro: Dartnel Corporation:

gayidvebis personalis

anazRaurebis ocdameaTe kvleva.

© 1993 Dartnel Corporation.

SeSfoTebuli iyo imis aRmoCeniT, rom gayidvebis personali bevrad

met dros uTmobda administraciul davalebebs, vidre arsebul Tu

potenciur myidvelebTan pirispir Sexvedrebs. `man Tqva, Cven es unda

SevcvaloT, – ixsenebs venki rao, kompaniis energosistemebisa da pro-

duqciis qvedanayofis gayidvebisa da marketingis xelmZRvaneli, _

myidvelebTan Cven kviraSi oTx dRes unda vatarebdeT, xolo mTliani

administraciuli saqmianobisTvis erTi dRec kmara”. GE-is energosis-temebis qvedanayofis realizatorebi TavianTi drois umetes nawils

sakuTar magidasTan atareben, radgan maT informaciis araerT (ele-

qtronul da araeleqtronul, organizaciis Siga da gare) wyarosTan

uwevT muSaoba, raTa msoflios energokompaniebs miyidon teqnologiu-

rad rTuli, mravali milioni dolaris Rirebulebis turbinebi, tur-

binebis nawilebi da Sesabamisi momsaxureba. problemis gadasaWrelad

GE-ma SeimuSava gayidvebis axali portali, egreT wodebuli `erTi

gaCerebis maRazia”, sadac, TiTqmis, yvelaferia, rac realizatorebs

sWirdebaT. gayidvebis portali dakavSirebulia GE-is monacemTa

bazebTan, romlebic Seicaven informacias myidvelebis, axali pro-

duqtebis, sxvadasxva nawilebis fasebis, dagegmili samuSaoebisa da

gayidvebis monitoringis Sesaxeb. GE-ma, agreTve, daamata gare

monacemTa baza. `adre, informaciis misaRebad, dausruleblad

gadavdiodi saitidan saitze, axla ki, Cems saSinao gverdad gayidvebis

portali maqvs, sadac yvelanair saWiro informacias vpoulob”, _

ambobs bil snuki, GE-is gayidvebis menejeri. gayidvebis portalma

snuki da mTel msoflioSi mimofantuli 25,000 sxva TanamSromeli

gaaTavisufla Sromatevadi administraciuli davalebebisagan, ramac

myidvelebTan maTi Sexvedris dro mniSvnelovnad gazarda.

bevrma firmam danerga gayidvebis personalis avtomatizaciis sistemebi,

kompiuterizirebuli operaciebi, romlebic gamoiyeneba SekveTebis efeqtianad

miRebis, myidvelTa momsaxurebis gaumjobesebisa da realizatorTa

gadawyvetilebebis ukeTesi mxardaWerisaTvis. realizatorebi iyeneben lep-

topebs, portatul kompiuterul mowyobilobebs, veb-teqnologiebs,

myidvelebTan kontaqtisa da momxmarebelTan urTierTobis marTvis (CRM) kom-

piuterul programebs. maTi saSualebiT realizatorebi axdenen gayidvebis

analizsa da prognozirebas, marTaven klientebTan urTierTobas, gegmaven

gayidvebis zarebs, awyoben prezenta-

ciebs, akeTeben SekveTebs, amowmeben

marags, amzadeben gayidvebisa da

gasavlebis moxsenebas, amuSaveben kore-

spondencias da sxva. avtomaturi real-

izacia ara marto amcirebs realiza-

torebis xarjebs da zrdis maT

produqtiulobas, aramed aumjobesebs

gayidvebis marTvas-Tan dakavSirebuli

gadawyvetilebebis xarisxsac. qveviT

moyvanilia gayidvebis personalis

avtomatizaciis warmatebuli

magaliTi:20

kompania Owens-Corning–ma dan-

erga `savele gayidvebis upirateso-

bis sistema” (FSA), romliTac mis

gayidvebis personals, internetis

meSveobiT, aqvs mudmivi informacia

kompaniis produqtebisa da klien-

tebis Sesaxeb. leptopis

gamoyenebiT, TiToeuli realiza-


■ Owens-Corning-is `savele gayidvebis upiratesobis sistema" realiza-

torebs uzrunvelyofs informaciis mudmivi wyaroTi sakuTari kompani-

isa da myidvelebis Sesaxeb.

tori uzrunvelyofilia sami tipis programiT: pirveli maTgani

iZleva teqstis eleqtronuli damuSavebis, faqsisa da elfostis

gagzavnis, eleqtronuli prezentaciebis Catarebis saSualebas; meore

_ realizators uzrunvelyofs informaciiT produqciis Sesaxeb

(teqnologiuri biuletenebi, myidvelis damaxasiaTebeli informacia,

informacia faswarmoqmnis Sesaxeb da sxva monacemebi,romlebic real-

izators gayidvaSi exmareba); rac Seexeba mesame programas, igi

gvTavazobs monacemebs momxmareblis Sesaxeb: yidvis istoria,

SekveTili produqciis tipebi da gadaxdis pirobebi. FSA-is Seqmnamdegayidvebis personali am saxis informacias rveulSi, kalendrebsa da

angariSsworebis wignebSi iwerda. axla, FSA-is meSveobiT, myidvelTan

pirdapir muSaoba Zalian gamartivebulia. realizatorebs SeuZliaT

klientebis monacemebis winaswar naxva da, myidvelTan satelefono

saubris dros, maTi momsaxurebis sakiTxebis adgilzeve gadaWra;

agreTve, klaviaturaze TiTis ramdenjerme daWeriT, klientebTan psain-

formacio amonakrebebis, broSurebisa da sxva masalebis gagzavna. FSA-iT `realizatorebi ufro Zlierdebian, _ ambobs Carl kausei, mTavari

regionaluri menejeri, _ isini sakuTari biznesisa da teritoriebis

realuri menejerebi xdebian.”

realizatorebis yvelaze swrafad mzardi teqnologiuri iaraRi aris

interneti. Dartnell Corporation-is mier gamokiTxuli 1,000

realizatoris 60-ma procentma ganacxada, rom

yoveldRiuri saqmianobisTvis internets regularu-

lad iyeneben, yvelaze xSirad ki _ konkurentebis

Sesaxeb informaciis Segrovebis, myidvelis veb-gverde-

bis monitoringis, industriebisa da gansakuTrebuli

myidvelebis kvlevis mizniT. eqspertebi varaudoben,

rom realizatorebis mier internetis gamoyeneba

gaizrdeba.21

realizatorebis marTvis garda, gayidvebis mene-

jerebma maTTvis motivaciis Seqmnazec unda izrunon.

zogierTi realizatori menejeris Zaldatanebis

gareSec akeTebs Tavisi SesaZleblobebis maqsimums.

maTTvis gayidva msoflioSi yvelaze momxibvleli

saqmianobaa. magram gayidva imedgacruebasac gulisx-

mobs. xSirad,realizatorebi marto muSaoben; zogjer,

did manZilebze uwevT mgzavroba. isini SesaZloa

agresiuli konkurenti realizatorebisa da rTuli

myidvelebis winaSe aRmoCndnen. amrigad, realiza-

torebi, TavianTi SesaZleblobebis maqsimalurad

gamosayeneblad, garkveuli saxis waxalisebebs

saWiroeben.

menejments realizatorebis moralisa da saqmi-

anobis maCveneblebis gaumjobeseba SeuZlia organi-

zaciuli atmosferos, sarealizacio kvotisa da pozi-

tiuri stimulebis saSualebiT. organizaciuli

atmosfero asaxavs im grZnobebs, romelTac realiza-

torebi ganicdian sakuTari SesaZleblobebis, faseu-

lobisa da kargi maCveneblebisaTvis miRebuli pre-

miebis mimarT. zogierTi kompania Tavis

realizatorebs ar aniWebs did mniSvnelobas da,

Sesabamisad, maTi muSaobac araefeqturia. zogierTi

kompania ki Tavis realizatorebs realurad afasebs

da Semosavlebisa da winsvlis SeuzRudavi

SesaZleblobebiT uzrunvelyofs. sulac ar aris

gasakviri, rom aseT kompaniebs realizatorTa


■ realozatorebis stimulirebis saSualebebi: stim-

ulirebis saSualebad bevri kompania realizatorebs

sTavazobs fuls, mogzaurobasa da saqonels. Marriott-i kompaniebs sTavazobs gayidvebis saukeTeso person-

alis dajildovebas Marriott-is msoflio miTiur adg-

ilebze dasvenebiT: `gaSalon frTebi da moikribon

xelaxali energia".


muSaobis kargi maCveneblebi aqvT da TanamSromlebis naklebi denadobiT

gamoirCevian.

araerTi kompania sakuTari realizatorebis motivacias ssaarreeaalliizzaacciioo

kkvvoottiiss saSualebiT axorcielebs. es aris standarti, romelic adgens real-

izatorebis mier gasayidi produqciis raodenobasa da, agreTve, imas, Tu rogor

unda gadanawildes gayidvebi kompaniis produqtebs Soris. xSirad, anazRaureba

realizatorTa sarealizacio kvotaze morgebas ukavSirdeba. kompaniebs

SeuZliaT sxvadasxva pozitiuri stimulis gamoyenebac. gayidvebis personalis

Sexvedrebis dros, realizatorebs saSualeba eZlevaT, daisvenon yoveldRiuri

saqmianobisagan, Sexvdnen erTmaneTs, gaesaubron `kompaniis xelmZRvanelobas”

da gaiziaron mTliani gundis Sexedulebebi. realizatorebis wasaxaliseblad,

kompaniebi awyoben Sejibrs gayidvebSi. stimulirebis saSualebebia, agreTve,

Rirsebis sertifikatiT dajildoeba, fuladi premiebi, eqskursiebi da mogebis

ganawilebis sistemebi. amerikuli kompaniebi, realizatorebis waxaliseba-

dajildoebasa da motivaciis SeqmnaSi, weliwadSi, 27 miliard dolars xar-

javen.22

ggaayyiiddvveebbiiss ppeerrssoonnaalliiss SSeeffaasseebbaa

Cven ukve aRvwereT, Tu rogor amyarebs menejmenti komunikacias gayidvebis

personalTan da rogor axdens maT motivacias. es procesi karg ukugebas

moiTxovs. kargi ukugeba ki, realizatorebis saqmianobis maCveneblebis

Sesafaseblad, maT Sesaxeb informaciis regularul Segrovebas niSnavs.

menejmenti realizatorebis Sesaxeb informacias ramdenime gziT iRebs.

yvelaze mniSvnelovani wyaro aris gayidvebis angariSi, romelic moicavs

yovelkvireul an yovelTviur samuSao gegmebsa da grZelvadian marketingul

gegmas. realizatorebi Sesrulebul saqmianobas warmoadgenen werilobiT,

klientebTan Sexvedrebisa da xarjTaRricxvis angariSebis formiT, risTvisac

iReben srul an nawilobriv kompensacias. kompania damatebiT informacias

iRebs personaluri dakvirvebis, momxmareblis gamokiTxvebisa da sxva

realizatorebTan saubris Sedegad.

menejmenti realizatorebs maTi angariSebisa da sxva informaciis

safuZvelze aZlevs Sefasebas. igi realizatorebs `samuSaos dagegmvisa da

gegmis ganxorcielebis” unaris mixedviT afasebs. formaluri Sefasebis

aucilebloba menejments aiZulebs, Camoayalibos gayidvebis personalis

Sefasebis garkveuli standarti. kompania realizatorebs uzrunvelyofs kon-

struqciuli rekomendaciebiTac da motivacias uqmnis, raTa maT gaaumjobeson

muSaoba.

ssaarreeaalliizzaacciioo kkvvoottaa

(Sales quotas)standarti, romelic

adgens, Tu ramdeni

unda gayidon real-

izatorebma da

rogor unda gadanaw-

ildes gayidva kompa-

niis produqtebs

Soris.

SSeerrwwyymmaakkoonncceeffcciieebbiiss

SeisveneT da xelaxla gansajeT Tqveni Sexeduleba realizatorebisa da

gayidvebis marTvis Sesaxeb.

�� iseve, rogorc am Tavis dasawyisSi, daxuWeT Tvalebi da warmoidgineT

tipiuri realizatori. Secvala Tu ara Tqveni aRqma wakiTxulma

informaciam? rogor Secvala? gamoTqviT Tqveni damoukidebeli azri.

�� 13.1 suraTze naCvenebi gayidvebis personalis marTvis TiToeuli safex-

uri aRwereT Tavis dasawyisSi moyvanili Lear Corporation-is magaliTze.

�� moZebneT da gaesaubreT profesional realizators. gamokiTxeT da

mogvaxseneT, Tu rogor axorcielebs misi kompania gayidvebis person-

alis marTvas, mozidvas, SerCevasa da daqiravebas, trenings,

anazRaurebas, meTvalyureobasa da Sefasebas. isurvebdiT Tu ara am

kompaniaSi realizatoris Tanamdebobaze muSaobas?

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

ssuurraaTTii 1133..33efeqturi gayidvis ZiriTadi

safexurebi

ggaayyiiddvviiss pprroocceessii

(Selling process)etapebi, romlebsac

realizatori gayid-

vis procesSi gadis:

potenciuri myidve-

lis identifikacia

da Sefaseba, Sexved-

risaTvis mzadeba,

Sexvedra, prezen-

tacia da demon-

strireba, winaaRm-

degobis daZleva,

gayidvis dasruleba

da gayidvis Semdgo-

mi kontaqti.


ppootteenncciiuurrii mmyyiidd--

vveelliiss iiddeennttiippiikkaacciiaa

(Prospecting)gayidvis procesis

etapi, romlis

drosac realiza-

tori gansazRvravs

potenciur myidvels.

SSeexxvveeddrriissaaTTvviiss

mmzzaaddeebbaa (Preaproach)gayidvis procesis

erT-erTi etapi,

rodesac realizato-

ri, potenciur myid-

velTan Sexvedramde,

moipovebs mis

Sesaxeb rac SeiZle-

ba bevr da mniSvne-

lovan informacias.

■❚ ppeerrssoonnaalluurrii ggaayyiiddvviiss pprroocceessii

axla, gayidvebis personalis Camoyalibebidan da marTvidan, uSualod, person-

aluri gayidvebis procesis aRweraze gadavdivarT. ggaayyiiddvviiss pprroocceessii Sedgeba

ramdenime safexurisagan, romlebic realizatorebma unda marTon. am safexure-

bis mizania axali myidvelebis mozidva da maTgan SekveTebis miReba. Tumca,

realizatorebis umravlesoba umetes dros arsebuli myidvelebis

SenarCunebasa da grZelvadiani urTierTobebis agebas uTmobs.

ggaayyiiddvviiss pprroocceessiiss ssaaffeexxuurreebbii

rogorc naCvenebia suraTze 13.3, gayidvis procesi 7 safexurisgan Sedgeba:

identifikacia da Sefaseba, SexvedrisaTvis mzadeba, Sexvedra, prezentacia da

demonstrireba, winaaRmdegobis daZleva, gayidvis dasruleba, gayidvis Semdgomi

kontaqti.

ppootteenncciiuurrii mmyyiiddvveelliiss iiddeennttiiffiikkaacciiaa ddaa SSeeffaasseebbaa.. gayidvis procesis pirveli

safexuri aris potenciuri myidvelis iiddeennttiiffiikkaacciiaa. potenciuri myidvelis

sworad SerCevas, gayidvis warmatebisaTvis, gadamwyveti mniSvneloba aqvs. erT-

erTi eqspertis TqmiT: `Tu realizatori nebismier adamians gamoekideba, igi

daagrovebs Zvirad momsaxurebad da rTulad dasakmayofilebel myidvelTa

usargeblo bazas. am problemis gadasaWrelad, ar aris saWiro rTuli mec-

nieruli narkvevebi. moamzadeT realizatorebi, raTa maT aqtiurad eZebon

sworad gansazRvruli potenciuri myidveli. Tu saWiroa, SeimuSaveT

anazRaurebis sqema, swori Ziebis Semsruleblebis dasajildoeblad~.23

gayidvis gansaxorcieleblad, realizatorebs, xSirad, bevr potenciur

myidvelTan dakavSireba uwevT. miuxedavad imisa, rom kompanias savaraudo myid-

velebis baza gaaCnia, klientis moZiebaze realizatorma TviTonac unda

izrunos. maT SeuZliaT arsebul myidvelebs sTxovon, raTa miscen mimarTvebi

potenciur myidvelebTan. agreTve, rogorc damxmare wyaros, mimarTon mimwode-

blebs, dilerebs, arakonkurent realizatorebsa da bankirebs. potenciuri

myidvelis moZieba SesaZlebelia internetis, telefonis an pirdapiri fostis

saSualebiT, agreTve, gafrTxilebis gareSe, sxvadasxva ofisebSi vizitiT (`civi

zaris” saxeliT cnobili praqtika).

realizatorebma, aseve, unda icodnen potenciuri myidvelebis gadarCeva,

raTa muSaoba mxolod karg klientebTan gaagrZelon. potenciuri myidvelis

Sefaseba SeiZleba maTi finansuri SesaZleblobebis, biznesis moculobis,

specifiuri saWiroebebisa da adgilsamyofelis mixedviT.

SSeexxvveeddrriissaaTTvviiss mmzzaaddeebbaa.. savaraudo klient-organizaciasTan dakavSirebamde,

realizatorma unda moipovos maqsimaluri informacia kompaniisa (Tu ra

sWirdeba, vin aris CarTuli yidvis procesSi) da misi Sesyidvebis ganyofilebis

(maTi maxasiaTeblebi da Sesyidvis stili) Sesaxeb. es safexuri cnobilia,

rogorc SSeexxvveeddrriissaaTTvviiss mmzzaaddeebbaa.. kompaniis Sesaxeb informaciis mosapoveblad,

realizatorebs SeuZliaT eleqtronuli informaciis wyaroebis, nacnobobis an

sxva saSualebebis gamoyeneba. realizatorma unda dasaxos Sexvedris mizani,

romelic SeiZleba iyos klientis Sefaseba, informaciis Segroveba an gayidvis


SSeexxvveeddrraa (Approach)gayidvis procesis

etapi, rodesac real-

izatori pirvelad

xvdeba myidvels.

dauyovneblad Sesruleba. Semdegi amocana saukeTeso midgomis gansazRvras

gulisxmobs. es SeiZleba iyos personaluri viziti, satelefono zari an wer-

ili. frTxilad unda moxdes drois SerCeva, vinaidan klientTa umetesoba

samuSao dRis garkveul monakveTSi dakavebulia. da bolos, realizatorebma

mocemuli potenciuri myidvelisTvis gayidvebis saerTo strategia unda

SeimuSaon.

SSeexxvveeddrraa.. pirveli SSeexxvveeddrriiss dros realizatorebma unda icodnen, rogor

miegebon da miesalmon myidvels, raTa urTierTobas Tavidanve kargi dasabami

miscen. yuradReba unda gamaxvildes garegnobaze, Cacmulobaze, saubris dawye-

basa da gagrZelebaze. urTierTobis dawyebis pirvelsave etapze

keTilganwyobis mosapoveblad, saubris Sesavali pozitiuri unda iyos.

Sesavlis Semdgom SesaZlebelia myidvelis moTxovnilebebis Sesaxeb ZiriTadi

kiTxvebis dasma, myidvelis yuradRebisa da cnobismoyvareobis aRsaZvrelad ki

_ nimuSebis Cveneba. myidvelis mosmenas, gayidvebis procesis yvela safexurze,

gansakuTrebuli mniSvneloba eniWeba.

pprreezzeennttaacciiaa ddaa ddeemmoonnssttrriirreebbaa.. gayidvis procesis pprreezzeennttaacciiiiss safexurze

realizatori myidvels produqtis `istorias” uyveba, aqcents akeTebs

myidvelisTvis produqtis sargeblianobaze da uCvenebs, Tu rogor SeuZlia

produqts myidvelis problemebis mogvareba. Tanamedrove marketingul konce-

fciebs ufro problemis gadamWreli realizatori Seefereba, vidre agresiuli

gayidvebis specialisti. dRes myidvelebs sWirdebaT problemebis gadaWra, da

ara Rimili; Sedegebi, da ara eqstravagantuli reklama. maT sWirdebaT real-

izatori, romelic mousmens, gagebiT moekideba maT moTxovnilebebs da saWiro

momsaxurebasa da produqts SesTavazebs.

moTxovnilebis damakmayofilebeli es midgoma saWiroebs mosmenisa da

problemis gadaWris unar-Cvevebs. `Cemi Tavi kargi fsiqologi mgonia. me vusmen

myidvelebs. vusmen maT moTxovnilebebs, survilebsa da problemebs. vcdilob

maTi problemebis gadaWras. Tu Sen kargi msmeneli ar xar, CaTvale, rom

SekveTis miRebas ar apireb, – aRniSnavs erT-erTi gamocdili realizatori, _

klientTan kargi urTierToba dRes ukve sakmarisi ar aris. Sen unda gesmodes

maTi problemebis, maT tkivils unda grZnobde.” erT-erTi gayidvebis menejeris

TqmiT,realizatorma myidvelis adgilas Tavisi Tavi unda warmoidginos: `Seni

Tavi myidvelis adgilas warmoidgine da problema TviTon SeigrZeni,” _ ambobs

igi.24

realizatorebTan urTierTobisas, myidvelebs yvelaze metad ar moswonT

Zaldataneba, dagvianeba, araorganizebuloba, moumzadebloba da TaRliToba.

Tvisebebi, romlebsac yvelaze metad afaseben, aris kargad mosmenis unari,

patiosneba, safuZvlianoba, saimedooba, TanagrZnoba da swrafva saqmis bolomde

miyvanisaken. warmatebulma realizatorebma ician, Tu rogor gayidon pro-

duqti, magram ufro mniSvnelovania is, rom maT ician mosmena da myidvelTan

Zlieri urTierTobis ageba.

Semdegi teqnologiebis saSualebiT SesaZlebelia sruli multimediuri

prezentaciis gamarTva rogorc erTi, ise ramdenime adamianisaTvis: audio da

video-kasetebi, kompaqturi diskebi, veb-prezentaciebi, portatuli kompiuterebi,

prezentaciis kompiuteruli programebi da sxva. ai, magaliTic.25

kompiuteruli usafrTxoebis programebis mwarmoebeli firma

Credant Technologies, jer kidev eqvsi Tvis win, potenciuri

myidvelebisaTvis gankuTvnili produqtebis prezentaciisaTvis

iyenebda standartul aRWurvilobas – portatul kompiuterebsa da

kompiuterul proeqtorebs. dReisaTvis, kompaniis gayidvebis jgufis

TiToeuli wevri aRWurvilia sakredito baraTis zomis laminire-

buli mowyobilobiT – Presenter-to-Go, romelic Sedis `personalur

cifrul mdivanSi” (PDA) an `jibis” personalur kompiuterSi da proe-

qtors uerTdeba. 200 dolaris Rirebulebis mowyobiloba kiTxulobs

PowerPoint-is, Microsoft Word-isa da Excel-is failebs. is internetsac

pprreezzeennttaacciiaa ddaa

ddeemmoonnssttrriirreebbaa

(Presentation)gayidvis procesis

erT-erTi etapi, rom-

lis drosac reali-

zatori myidvels

produqtis istorias

acnobs. igi aqcents

akeTebs momxmarebli-

saTvis produqtis

sargeblianobaze.

wwiinnaaaaRRmmddeeggoobbiiss

ddaaZZlleevvaa (Handlingobjections)gayidvis procesis

erT-erTi etapi, rom-

lis drosac reali-

zatori gansazR-

vravs da aRmofxvris

yvela winaaRmdego-

bas potenciur myid-

velTan mimarTebaSi

da arwmunebs mas

yidvis saWiroebaSi.

ggaayyiiddvviiss ddaassrruulleebbaa

(Closing)gayidvis procesis

etapi, romlis

drosac realizato-

ri myidvels Sekve-

Tis gaformebas

sTavazobs.

uerTdeba da realizators

prezentaciis personalur

kompiuterSi momzadebisa da,

Semdeg, PDA-ze gadagzavnis

saSualebas aZlevs. misi

gamoyenebiT, realizatorebs,

prezentaciis dros, SeuZliaT

slaidebze komentarebis

damateba. igi aseve moicavs

ukabelo distanciuri marTvis

mowyobilobas, rac realiza-

tors, prezentaciisas, oTaxSi

Tavisuflad moZraobis

saSualebas aZlevs. Credant-issareklamo saagentos region-

aluri aRmasrulebeli tom

gori aRfrTovanebuli iyo

prezentaciis dros komentare-

bis pirdapir mis PDA-Si

asaxvis saSualebiT. `amiT

TiToeuli prezentacia ufro

individualuri da interaqtiu-

lia,” _ aRniSnavs gori.

wwiinnaaaaRRmmddeeggoobbiiss ddaaZZlleevvaa.. prezenta-ciis dros, myidvels TiTqmis yove-lTvis

uCndeba logikiT Tu fsiqo-logiuri faqtorebiT ganpirobebuli

winaaRmdegobis grZnoba. xSirad, myidveli amis Sesaxeb ar saubrobs. mis

dasaZlevad realizatorma unda gamoiyenos pozitiuri midgoma, gansazRvros

SesaZlo winaaRmdegobis mizezi da Seecados, wwiinnaaaaRRmmddeeggoobbiiss ddaaZZlleevviiss etapi

produqtis Sesaxeb damatebiTi informaciis misawodeblad gamoiyenos.

amisaTvis, TiToeuli realizatori Sesabamisi unar-Cvevebis aTvisebas

saWiroebs.

ggaayyiiddvviiss ddaassrruulleebbaa.. winaaRmdegobis daZlevis safexuris Semdeg, realizatori

ggaayyiiddvviiss ddaassrruulleebbaass cdilobs. zogierTi realizatori gayidvis dasrulebis

etaps an ver aRwevs, an ver marTavs mas saTanadod. xSirad, aseTi realiza-

torebi naklebad Tavdajerebulni arian,uWirT SekveTis gaformebis Txovna an

gayidvis dasrulebisTvis Sesaferis moments ver arCeven. realizators unda

SeeZlos, gayidvis dasrulebis Sesaxeb, myidvelisgan momdinare signalebis

amocnoba. esenia fizikuri moZraobebi, komentarebi da SekiTxvebi. magaliTad,

myidveli SeiZleba realizatoris pirispir ijdes da, mowonebis niSnad, Tavs

aqnevdes an kiTxvebs svamdes fasebisa da sakredito pirobebis Sesaxeb. real-

izators gayidvis dasasruleblad SeuZlia ramdenime xerxis gamoyeneba:

SekveTis SeTavazeba, SeTanxmebis pirobebis gadaxedva, SekveTis dasrulebaSi

daxmarebis gaweva, produqtis sxvadasxva modelis SeTavazeba an SekveTis dauy-

ovnebliv gaformebis aucileblobis axsna. realizatorebs, gayidvis dasas-

ruleblad, SeuZliaT myidvels specialuri pirobebi SesTavazon, magaliTad,

dabali fasebi an imave fasad produqciis damatebiTi raodenobis SeZena.

ggaayyiiddvviiss SSeemmddggoommii kkoonnttaaqqttii.. Tu realizatori myidvelis kmayofilebisa da

saqmianobis gagrZelebis uzrunvelyofiT aris dainteresebuli, man aucile-

blad unda ganaxorcielos gayidvis procesis bolo safexuri – ggaayyiiddvviiss

SSeemmddggoommii kkoonnttaaqqttii.. gayidvis dasrulebisTanave,realizatorma unda gaakontro-

los produqtis miwodebis drosTan, yidvis pirobebTan da sxva sakiTxebTan

dakavSirebuli nebismieri detali. amis Semdeg, igi unda daukavSirdes myid-

vels da darwmundes, rom yoveli samuSao, romelic dakavSirebulia produqtis

montaJTan, momsaxure personalis instruqtaJTan da damatebiT

momsaxurebasTan, jerovnadaa Sesrulebuli. es kontaqti gamoaaSkaravebs nebis-


ggaayyiiddvviiss SSeemmddggoommii

kkoonnttaaqqttii (Follow-up)gayidvis procesis

bolo etapi, romlis

drosac realizato-

ri, produqtis gayid-

vis Semdeg, ukavSir-

deba myidvels, raTa

gaigos myidvelis

kmayofileba da

Tanxmoba biznesis

gagrZelebis Sesaxeb.

■ prezentaciis axali teqnologiebi: moZvelebuli `flip-Cartis" adgili

daikaves kompaqturma diskebma, eleqtronuli prezentaciis teqnologiebma da

portatulma kompiuterebma. Kkompania Credant Technology-s realizatorTa gundis

TiToeuli wevri aRWurvilia sakredito baraTis zomis mowyobilobiT _

"Presenter-to-Go", romelic Tavsdeba portatul PDA-Si (personaluri cifruli

mdivani) an kompaqtur personalur kompiuterSi.


mier arsebul problemas da myidvels daarwmunebs imaSi, rom realizatori

misiT gulwrfeladaa dainteresebuli.

ppeerrssoonnaalluurrii ggaayyiiddvvaa ddaa mmyyiiddvveellTTaann uurrTTiieerrTToobbiiss mmaarrTTvvaapersonaluri gayidva orientirebulia garigebaze. magram, bevr SemTxvevaSi,

kompania mxolod gayidviT ar aris dainteresebuli; mas surs, aCvenos, rom

Seswevs Zala myidvelTan grZelvadiani, ormxrivad mogebiani urTierTobis

warmarTvis. Cveulebriv, gayidvebis personali mniSvnelovan rols asrulebs

mogebiani samomxmareblo urTierTobis agebisa da marTvis procesSi.26

msxvili myidvelebi keTilganwyobilebi arian iseTi mimwodeblebisadmi,

romlebsac SeuZliaT produqciisa da momsaxurebis koordinirebulad

miwodeba myidvelis mdebareobis nebismier adgilze, aseve, teqnologiuri

procesebisa da produqtebis gaumjobeseba, momxmarebelTa jgufebTan mWidro

muSaobis safuZvelze. aseTi momxmareblisaTvis pirveli yidva aris

urTierTobis mxolod dasawyisi, rasac, samwuxarod, zogierTi kompania ar

aqcevs saTanado yuradRebas. TavianT produqcias isini yidian calkeuli

realizatorebis meSveobiT, romlebic, erTmaneTisagan damoukideblad, mxolod

gayidvis dasrulebaze muSaoben. maT teqnikur personals, SesaZloa, ar surs

drois daxarjva myidvelis informirebaSi. aseTi kompaniebis inJinrebs,

dizainerebsa da warmoebis personals SesaZloa Semdegi damokidebuleba

hqondeT: `Cveni saqmea kargi produqciis warmoeba, maTi momxmareblisTvis

miyidva ki _ realizatorebs evalebaT.” Tumca, arian kompaniebi, romlebic

acnobiereben, rom klientebis mopoveba da SenarCuneba bevrad ufro metia,

vidre mxlod kargi xarisxis produqtisa da mravalricxovani gayidvebis

warmoeba. igi moiTxovs kompaniis mTeli (frTxilad koordinirebuli)

Zalisxevis warmarTvas mniSvnelovan myidvelebTan faseulobaze dafuZnebuli

urTierTobebis agebisken.

■❚ ppiirrddaappiirrii mmaarrkkeettiinnggii

wina TavebSi ganxiluli marketinguli komunikaciis meTodebi efuZneboda

masobrivi marketingis koncefcias, romelic gulisxmobs, Suamavali organiza-

ciebis meSveobiT, farTo bazrebisTvis standartizebuli Setyobinebebisa da

SeTavazebebis miwodebas. Tumca, dRevandel biznessamyaroSi, gamoikveTa mcire

bazrebze orientaciisa da myidvelTan pirispiri urTierTobis tendencia.

Sesabamisad, kompaniebma danerges pirdapiri marketingis praqtika, romelic

gulisxmobs saTuTad SerCeul myidvelTan metad Zlieri, pirovnuli,

individualuri urTierTobis agebas. kompaniebma es midgoma SesaZlebelia

gamoiyenon an ZiriTad saSualebad, an sxva midgomebis danamatad. momdevno

nawilSi ganvixilavT pirdapiri marketingis samyaros.

ppiirrddaappiirrii mmaarrkkeettiinnggii gulisxmobs pirdapir kavSirs miznobrivi bazris

individualur pirebTan, rogorc myisieri sapasuxo reaqciis, aseve

grZelvadiani urTierTobisaTvis. marketologebi SeTavazebebsa da

komunikaciis saSualebebs zustad gansazRvruli segmentis an individualuri

momxmareblis moTxovnilebebs usadageben. kompaniis brendisa da imijis

ganviTarebis garda, isini dainteresebuli arian myidvelis pirdapir, swraf da

mizanSewonil pasuxSi. magaliTad, Dell-i myidvelTan pirdapir urTierTobas

telefonis an veb-gverdis saSualebiT amyarebs. igi muSaobs SekveTaze

orientirebuli sistemiT, romelic gaTvlilia klientTa individualur

moTxovnilebaTa dakmayofilebaze. Sesabamisad, myidvels SeuZlia sasurveli

kompiuteri pirdapir Dell-s SeukveTos. Dell-i, Tavis mxriv, uzrunvelyofs

kompiuteris swraf miwodebas myidvelis saxlSi an ofisSi.

ppiirrddaappiirrii mmaarrkkeettiinnggiiss aaxxaallii mmooddeelliiadre, pirdapiri marketingis mimdevrebi (katalogiT an pirdapiri fostiT

movaWreni da telegamyidvelebi) agrovebdnen informacias myidvelebis Sesaxeb

da saqonels fostisa da telefonis saSualebiT yiddnen. dRes, monacemTa

bazis teqnologiebisa da axali marketinguli mediis, gansakuTrebiT ki inter-

ppiirrddaappiirrii mmaarrkkeettiinnggii

(Direct Marketing)gulisxmobs pirda-

pir kavSirs miznob-

rivi bazris indivi-

dualur pirebTan,

rogorc myisieri

sapasuxo reaqciis,

aseve grZelvadiani

urTierTobisaTvis.

netis swrafi ganviTarebis saSualebiT, pirdapirma marketingma mniSvnelovani

transformacia ganicada.

wina TavebSi pirdapiri marketingi ganvixileT, rogorc pirdapiri

distribucia anu marketinguli arxi, romelic Suamavali rgolis gareSe

muSaobs. Cven aseve viswavleT, rom pirdapiri marketingi marketinguli

komunikaciis kompleqsis erT-erTi elementia da momxmarebelTan pirdapir

urTierTobas gulisxmobs. sinamdvileSi, pirdapiri marketingi zemoT aRniSnul

orTave funqcias aerTianebs.

kompaniaTa umravlesoba pirdapir marketings jer kidev damatebiT

marketingul saSualebad iyenebs. magaliTad, Lexus-i Tavis marketingul

saqmianobas, ZiriTadad, masobrivi media-reklamirebisa da dilerebis qselis

saSualebiT axorcielebs. xolo, pirdapir marketings iyenebs rogorc damxmare

arxs, kompaqturi diskebisa da sxva masalebis myidvelisaTvis pirdapiri

fostiT gagzavnis mizniT. igi, agreTve, Tavis veb-gverdze (www.lexus.com)

anTavsebs informacias axali modelebis, konkurentul produqtebTan

Sedarebis, SesaZlo finansirebisa da dilerebis Sesaxeb. analogiurad,

sakancelario nivTebis sacalo movaWre Staples-i Tavisi biznesis ZiriTad

nawils tradiciuli maRaziebis saSualebiT awarmoebs, Tumca, iyenebs veb-

gverdsac. univermaRebis umetesoba saqonels yidis rogorc maRaziebis

Taroebidan, aseve safosto katalogebis saSualebiT.

bevri kompaniisaTvis pirdapiri marketingi bevrad metia, vidre damatebiTi

an Sualeduri marketinguli arxi. maTTvis pirdapiri marketingi,

gansakuTrebiT ki misi uaxlesi transformacia _ internet-marketingi da el-

komercia, safuZvels uyris biznesis warmarTvis axal da srulyofil models.

es axleburi, pirdapiri midgoma swrafad cvlis kompaniebis Sexedulebas

myidvelebTan urTierTobis Camoyalibebaze.

maSin, rodesac kompaniaTa umetesoba pirdapir marketings damatebiT

saSualebad iyenebs, zogierTi maTgani mxolod pirdapir models misdevs.

aseTebi arian Dell Computer, Amazon.com da eBay, romlebmac saqmianoba pirdapiri

marketingiT daiwyes. kompaniebi, rogorebic arian Cisco Systems, Charles Schwab, IBMda bevri sxva, TavianT saqmianobas pirdapiri marketingis sasargeblod cvlian.

am axali, pirdapiri modelis saukeTeso magaliTia Dell Computer-i (ix. marketingi

muSaobis procesSi 13.2), romelmac biznesis warmoebis mTliani midgoma

pirdapiri marketingis garSemo aago. pirdapiri modeli warmatebuli aRmoCnda

ara marto Dell-isTvis. sagrZnoblad gaizarda im kompaniaTa ricxvi, romlebic

am modeliT xelmZRvanelobdnen. bevrma strategma pirdapiri marketingi

momdevno aTaswleulis axal marketingul modelad gamoacxada.

ppiirrddaappiirrii mmaarrkkeettiinnggiiss ssaarrggeebbeellii

pirdapiri marketingi, gamoyenebuli rogorc mTliani biznesmodeli Tu

integrirebuli marketinguli kompleqsis nawili, sargeblis momtania rogorc

myidvelisaTvis, aseve gamyidvelisaTvis. swored amitom, pirdapiri marketingis

gamoyeneba dRiTidRe izrdeba.

myidvelisaTvis pirdapiri marketingi mosaxerxebeli, advilad

gamosayenebeli da piradulia. saxlis an ofisis komfortuli garemodan,dRis

an Ramis nebismier monakveTSi, myidvels SeuZlia kompaniis veb-gverdze

ganTavsebuli informacia daaTvalieros. pirdapiri marketingi uzrunvelyofs

produqciisa da informaciis xelmisawvdomobas rogorc saxlSi, aseve

nebismier adgilas mTel msoflioSi. da bolos, pirdapiri marketingi swrafi

da interaqtiulia _ myidvels SeuZlia gamyidvelTan telefoniT an veb-

gverdis saSualebiT dakavSireba, sasurveli informaciis miReba, produqtisa

Tu momsaxurebis konfiguraciis Seqmna da, Semdeg, adgilzeve SekveTa.

gamyidvelisaTvis pirdapiri marketingi aris momxmarebelTan urTier-

Tobis agebis Zlieri iaraRi. dRes, monacemTa bazis gamoyenebiT, marketologebs

SeuZliaT patara jgufebsa da individualur momxmareblebze gasvla, maT

moTxovnilebebze SeTavazebebis morgeba da am SeTavazebebis stimulireba

personalizebuli komunikaciebis saSualebiT. pirdapiri marketingis

gamoyeneba, agreTve, SesaZlebelia potenciur klientTan saWiro momentSi


dasakavSireblad. interneti, interaqtiuli bunebis gamo, pidapiri marketingis

gansakuTrebiT Zlier iaraRs warmoadgens. pirdapiri marketingi gamyidvels im

myidvelis xelmisawvdomobiT uzrunvelyofs, romelTan dakavSireba, sxva

arxebis gamoyenebiT, misTvis SeuZlebelia. magaliTad, interneti uzunvelyofs

globaluri bazris xelmisawvdomobas, rac, sxva SemTxvevaSi, Zneli iqneboda.

da bolos, pirdapiri modeli gamyidvelebs sTavazobs bazarze gasvlis

dabalxarjian, efeqtur, alternatiul gzas. magaliTad, pirdapiri marketingi

popularuli gaxda iseT sferoSi, rogoricaa biznesi-biznesisaTvis (B2B), rac,nawilobriv, gayidvebis personalis mudmivad mzardi xarjiT iyo gamowveuli.

imis gaTvaliswinebiT, rom kontaqti erT potenciur myidvelTan 170 dolari

jdeba, igi mxolod saWiroebis SemTxvevaSi unda Sedges. xSir SemTxvevaSi,

telegayidvebi, pirdapiri fostiT vaWroba da kompaniis veb-gverdi potenciur

myidvelTan dakavSirebisa da produqtis miyidvis ufro efeqturi gzaa.

zemoT aRniSnuli dadebiTi Tvisebebis gaTvaliswinebiT, SegviZlia vTqvaT,

rom pirdapiri marketingi marketingis yvelaze swrafad mzardi formaa.

tradiciuli pirdapir-marketinguli arxebis (satelefono gayidvebi, pirdapiri

fosta, katalogebi, pirdapiri gamoxmaurebis televizia da sxva) gamoyenebiT,

izrdeba gayidvebis ricxvic. gasul wels,aSS-Si ganxorcielebulma pirdapirma

gayidvebma 2 trilion dolars gadaaWarba, rac ekonomikis daaxloebiT 9

procents Seadgens. ufro metic, Tu aSS-s mTliani gayidvebi, Semdegi 5 wlis

ganmavlobaSi, yovelwliurad 5 procentiT gaizrdeba, pirdapiri marketingis

gayidvebi gaizrdeba, daaxloebiT, 8 procentiT. pirdapiri marketingis

asociaciis Tanaxmad, gasul wels, aSS-Si pirdapir marketingze daxarjulma

mTlianma Tanxam 206 miliard dolars gadaaWarba, rac aSS-s mTliani

sareklamo danaxarjebis 55 procentze metia.27

mmyyiiddvveellTTaa mmoonnaacceemmTTaa bbaazzaa ddaa ppiirrddaappiirrii mmaarrkkeettiinnggii

myidvelebis kargi monacemTa baza efeqturi pirdapiri marketingis sawindaria.

mmyyiiddvveellTTaa mmoonnaacceemmTTaa bbaazzaa aris organizebuli, srulyofili informaciis

erToblioba arsebul Tu potenciur myidvelebze, romelic Seicavs

geografiul, demografiul, fsiqografiul da qceviT monacemebs. monacemTa

bazis gamoyeneba SesaZlebelia potenciuri momxmareblis dasadgenad, mis

moTxovnilebebze produqciisa da momxaxurebis mosargebad da xangrZlivi

urTierTobis dasamyareblad. `strategiulad, CvenTvis yvelaze mniSvnelovani

iaraRi Cveni myidvelTa monacemTa bazaa. kompania ganisazRvreba Tavisi

codniT,”28 – ambobs erT-erTi eqsperti.

bevri kompania myidvelTa safosto sias myidvelTa monacemTa bazisagan

ver asxvavebs. myidvelTa safosto sia aris saxelebis, misamarTebisa da

satelefono nomrebis erToblioba. myidvelTa monacemTa baza ki bevrad met

informacias Seicavs. biznesi-biznesisaTvis marketingis SemTxvevaSi,

realizatoris mier Seqmnili myidvelis profili SeiZleba moicavdes:

myidvelis mier Sesyiduli produqciisa da momsaxurebis CamonaTvals,

warsulSi gadaxdil fasebsa da Sesyidul moculobebs,organizaciaSi ZiriTad

sakontaqto pirebs (maT asaks, dabadebis TariRs, hobisa da sayvarel saWmels),

konkurent mimwodeblebs, mimdinare kontraqtebis statuss, myidvelis mier

Semdegi ramdenime wlisaTvis dagegmil biujets, konkurentebis Zlieri da

susti mxareebis Sefasebebs gayidvebisa da momsaxurebis mxriv.

momxmareblebTan urTierTobisTvis, sasurvelia, myidvelTa monacemTa baza

moicavdes momxmareblis demografiul (asaki, Semosavali, ojaxis wevrebis

vinaoba, maTi dabadebis TariRebi), fsiqografiul (saqmianoba, interesebi da

Sexedulebebi), yidvis qcevisa (warsuli Sesyidvebi, yidvis upiratesobebi) da

sxva Sesabamis informacias. monacemTa zogierTi baza Zalian vrcelia.

magaliTad, Ritz-Carlton-is monacemTa baza moicavs informacias 500,000-ze meti

individualuri klientis moTxovnilebebisa da survilebis Sesaxeb. Pizza Hut-ismonacemTa bazis saSualebiT, SesaZlebelia 50 milionze meti myidvelis

Sesyidvebis Tvalyuris devneba. internetis portali Yahoo Tavis saitze

Sesuli TiToeuli vizitioris TiToeul dawkapunebas iwers da sakuTar

monacemTa bazas, yoveldRiurad, monacemebis 400 miliard baits amatebs, rac


mmyyiiddvveellTTaa mmoonnaacceemmTTaa

bbaazzaa ((Costomer database))aris organizebuli,

srulyofili infor-

maciis erToblioba

arsebul Tu poten-

ciur myidvelebze,

romelic moicavs

geografiul, demog-

rafiul, fsiqografi-

ul da qceviT

monacemebs.

rodesac, 1984 wels, 19 wlis maikl

delma Tavisi kolejis saZineb-

lidan personaluri kompiute-

rebis realizacia daiwyo, produq-

ciis SekveTebis safosto

realizaciis ideam konkurentebi

da industriis wevrebi ironiulad

aalaparaka. axalgazrda maikl

delma daamtkica, rom skeptikosebi

cdebodnen. man, 20 weliwadSi,

Tavisi saZinebeli oTaxidan dawye-

buli Msafosto SekveTebis biznesi

35-miliarddolarian kompiuterul

imperiad aqcia. dRes, Dell-i kompi-

uteruli sistemebiT pirdapiri

vaWrobisa da personaluri kompi-

uterebis warmoebis gigantia

msoflioSi. aSS-Si Dell-i pirvelia

personaluri kompiuterebiT, lep-

topebiTa da serverebiT movaWreTa

Soris. bolo aTi wlis ganmav-

lobaSi, ukanaskneli teqnikuri

marcxis miuxedavad, Dell-is reali-

zacia 12-jer, xolo mogeba 14-jer

gaizarda. am periodSi, aqcione-

rebis yovelwliurma mogebam,

saSualod, 59%-i Seadgina. Dell-isaqciebi 1990-iani wlebis liderad

gamocxadda, rodesac man warmoud-

genlad didi _ 97%-iani wliuri

mogebis miReba SeZlo. gasul

wels, rigiT me-2 Hewlett Packard-ispersonaluri kompiuterebiT

vaWroba 6%-iT Semcirda, xolo

Dell-isa ki _ 20%-iT gaizarda.

mainc ra aris Dell-is saocariwarmatebis saidumlo? visac ar

unda hkiTxoT, yvela uyoymanod

gipasuxebT, rom es aris kompaniis

radikalurad gansxvavebuli biz-

nesmodeli – e.w. pirdapiri

modeli. `Cven Zalian naTeli

biznesmodeli gvaqvs, – acxadebs 37

wlis maikl deli, _ advilad gasa-

gebia, Tu ra faseulobebs

sTavazobs kompania da ratom aris

igi aseTi STambeWdavi momxmareb-

lisaTvis. es ubralo saqmea,

romelsac uzarmazari energia da

mimzidveloba gaaCnia.” maikl

delis am gancxadebas industriis

analitikosic eTanxmeba da acxa-

debs: `personaluri kompiuterebis

Sesaqmnelad, sarealizaciod da,

Semdeg, daniSnulebis adgilze maT

gasagzavnad, ar arsebobs Dell-zeukeTesi gza da masze ukeTes

models verc veravin Seqmnis.”

Dell-is pirdapiri marketingismidgoma qmnis momxmarebelTa

udides faseulobas, produqciis

momxmarebelze morgebis, dabali

fasebis, swrafi miwodebisa da ma-

Rali xarisxis momsaxurebis idea-

luri kombinaciiT. rac Seexeba

klientTa momsaxurebas, momxmare-

bels, yovel orSabaTs, SeuZlia

telefoniT daukavSirdes Dell-iswarmomadgenels an mimarTos veb-

gverds – www.dell.com da SeukveTos

Tanamedrove personaluri kompiu-

teri, romelic misi moTxovnebis

Sesabamisad iqneba warmoebuli.

oTxSabaTs SekveTa ukve karis

zRurblTan an klientis sawer ma-

gidaze ideba, Tanac, yovelive amas

momxmarebeli, Dell-is konkurentfirmebTan SedarebiT, 10-15 procen-

tiT iafad miiRebs. Dell-i Tavis

produqcias maRali xarisxis mom-

saxurebiTa da mxardaWeriT uz-

runvelyofs. amis gamo, igi sando

produqciisa da momsaxurebis

mqone industriul liderebs

Soris saxeldeba da misi momxmare-

belic, sxva industriebis momxmare-

belTan SedarebiT,bevrad kmayofilia.

Dell-is momxmarebeli iRebs zus-

tad im produqcias, romelic mas

sWirdeba. Tavdapirvelad, es mode-

li mxolod individualuri myid-

velebisaTvis iyo gankuTvnili. mis

Tanaxmad, momxmarebels saSualeba

hqonda, sakuTar moTxovnilebaze

maqsimalurad morgebuli teqnika

SeeZina dabal fasSi. Tumca, aseTi

sistema korporaciuli myidvele-

bisTvisac Zalze xelsayreli

aRmoCnda. Dell-ma daiwyo SekveTil

kompiuterebze klienti kompani-

ebisTvis saWiro programebis Ca-

wera da sainventaro nomrebis dak-

Dell: iiyyaavviiTT ppiirrddaappiirrnnii

13.2

Dell-is pirdapiri modeli: pirdapir-marketinguli midgoma uzrunvelyofs

momxmarebelTa faseulobis Seqmnas, produqciis morgebis, dabali fasebis,

swrafi miwodebisa da maRali xarisxis momsaxurebis idealuri kombinaciiT.


mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii


vra ise, rom SesaZlebeli

yofiliyo kompiuteris pirdapir

kompaniis muSakis magidaze dadgma.

Sedegad, dRes, Dell-is realizaciis

70%-ze meti udides komerciul,

samTavrobo da saganmanaTleblo

myidvelebze modis.

pirdapiri vaWrobis Sedegi, rea-

lizaciis meti efeqtianobisa da

dabali xarjebis gaTvaliswinebiT,

myidvelisTvis dawesebul dabal

fasebSi aisaxeba. àravin qmnis da

yidis kompiuterebs Dell-ze ufroefeqtianad. aranairi arasaWiro

xarjebi _ es aris Dell-is cnobili

pirdapiri biznesmodelis devizi, –

acxadebs erT-erTi analitikosi, _

radganac Dell-i kompiuterebs Sekve-

Tidan gamomdinare awarmoebs, mas

ara aqvs sasawyobo maragebi. mom-

xmarebelTan pirispir garigeba

kompanias exmareba, swrafad moax-

dinos moTxovnis cvlilebebze

reagireba, rac imas niSnavs, rom

Dell-is sawyobSi usargeblo kompi-

uterebi ar aris. da bolos, kompi-

uterebis pirdapiri realizaciis

gamo, mas ar uwevs dilerebisaTvis

fulis gadaxda. amitom Dell-isxarjebi, personaluri kompiute-

rebiT movaWre sxva lider

konkurentebTan SedarebiT, 12%-iT

dabalia.

Dell-ma icis, rom dro fuli

Rirs, Sesabamisad, kompania `swraf”

reJimSi moqmedebs. igi didi xnis

ganmavlobaSi iyo drouli warmoe-

bisa da efeqtiani momaragebis

jaWvis marTvis samagaliTo mode-

li. Dell-ma aseTive warmatebiT das-

Zlia elvis siswrafis mqone eleq-

tronuli komerciis sirTule.

erT-erTi gamoangariSebis Tanax-

mad, `Dell-i procesis TiToeul sa-

fexurze zogavs dros, dawyebuli

SekveTis miRebiT, damTavrebuli

fulis SegrovebiT. sakredito ba-

raTebisa da eleqtronuli gadax-

dis sistemis gamoyenebiT miRebul

Tanxebs, Dell-i yovel 24 saaTSi

erTxel, naRd fulad aqcevs.”

misgan gansxvavebiT, konkurentebs,

romlebic realizacias dilerebis

saSualebiT axdenen, amisTvis, sul

cota, 35 dRe sWirdebaT.

Dell-is aseTi siswrafe momxma-

reblis kmayofilebasa da dabal

xarjebSi aisaxeba. klienti yovel-

Tvis kmayofilia, rodesac Seit-

yobs, rom mis mier SekveTil kompi-

uters 36 saaTSi miiRebs. radganac

Dell-i, sakuTari SekveTis miRebamde,

mimwodeblebs nawilebs ar ukve-

Tavs, mas SeuZlia isargeblos

kompiuteris calkeul komponen-

tebze mudmivad klebadi fasebiT.

misi kompiuteris nawilebi, konku-

rentebTan SedarebiT, saSualod, 60

dRiT ufro axalia, Sesabamisad, 60

dRiT ufro dablaa fasis mrudze.

mxolod nawilebidan Dell-s 6%-iani

mogeba rCeba.

interneti Dell-is pirdapir-mar-ketinguli modelis saukeTeso

xelSemwyobia. misi gamoyenebiT,

momxmarebels Dell-isgan pirdapiryidvis meti SesaZlebloba aqvs.

Dell-is veb-gverdze (www.dell.com)

ganTavsebuli Rilakis `SeiZineT

Dell-i ” ubralo dawkapunebiT, myid-

vels SeuZlia TavisTvis sasur-

veli maxasiaTeblebis mqone kompi-

uteris eleqtronulad Seqmna.

Semdeg ki, Rilakis ìyide” gamoye-

nebiT _ SekveTis micema da fulis

eleqtronulad gadaxda. Dell-i,SekveTis miRebidan 5 wuTSi, agzav-

nis cifrul pasuxs, ris Semdegac,

myidvels, internetis meSveobiT,

Tavisi SekveTis Semowmeba nebis-

mier dros SeuZlia. maikl deli

ambobs: ìnterneti pirdapiri mode-

lia. klientebs moswonT siswrafe,

moxerxebuloba, drois dazogva,

individualuroba, rasac interneti

uzrunvelyofs. internetiT

vaWroba sul ufro farTo xasiaTs

iRebs da mosalodnelia, rom

www.dell.com-ze vizitis Semdeg

myidvelTa raodenoba

gaormagdeba.”

pirdapiri marketingis pioneri

produqcias, veb-gverdis meSveobiT,

axla ykve 80-ze met qveyanaSi

yidis da misi Semosavlebis 59%

swored am gayidvebze modis.

myidvelTa rigebSi arian pirebi,

romlebic kompiuterebs saxlis-

Tvis yiduloben, aseve, didi biz-

nesebi, romlebic maRali xarisxis

serverSi 30,000 dolars ixdian.

ìnternetma Cvens realizaciaSi

kosmosuri xomaldis Zravas roli

iTamaSa. Cveni ocnebaa, msoflios

yvela momxmarebelma yvela gari-

geba internetis saSualebiT

awarmoos”.

dRes, konkurentebi Dell-ismomavlis am ocnebas ukve aRar

uyureben ironiulad. metic, kon-

kurenti Tu arakonkurenti kompa-

niebi, rogorc Cans, Dell-is models

swavloben. `Dell-ma, rogorRac, SeZ-lo moqnilobisa da siCqaris

Tavis dnm-Si Cadeba.” – ganacxada

erT-erTi kompaniis generalurma

direqtorma, romelic axlaxan Dell-sestumra, raTa maT saidumlos

gacnoboda da, Semdgom, es codna

Tavis kompaniaSi gamoeyenebina. `me

vcdilob, aq imdeni wyali davlio,

ramdenic SemiZlia”, _ dasZina man.

rTulia warmatebasTan paeq-

roba, maikl delma ki es SeZlo da

Zalian warmatebuli gaxda. 37

wlis asakSi, winaTgrZnobaze dayr-

dnobiT, man msoflios udidesi da

umniSvnelovanesi kompania Seqmna.

procesSi Cabmis Semdeg, TiTqmis 17

miliardi dolaris qonebis

mogrovebiT, 40 wlamde asakSi, igi

msoflioSi yvelaze mdidari kaci

gaxda.

wyaro: amonaridi, statistika da

sxva informaciebi: Katherin Jones “TheDell Way,” Business 2.0, February 2003, pp.60-66; Gary McWilliams, “Whirlwind on theWeb,” Business Week, April 7, 1997, pp.132-136; “The InternetWeek Interview-Michael Dell”, InternetWeek, April 13,1999, p. 8; America’s 40 Richest Under 40,”Fortune, September 16, 2002, p. 169; AndySerwer, “Dell Does Domination,” Fortune,January 21,2002, pp. 71-75; Daniel Fisher,“The Best Little Factory in Texas,” Forbes,June 10, 2002, p. 110; Mark Boslet, “PCMarket Posts Fresh Growth as Dell RegainsNo. 1 Ranking,” Wall Street Journal, April18, 2003, p. B3; “Dell ComputerCorporation,” Hoover’s Company Profiles,Austin, July 1, 2003, p.13193; andwww.dell.com/us/en/gen/corporate/access_company_direct_model.htm, September 2003.


800,000 wignis eqvivalenturia. Ford-is myidvelTa monacemTa baza 303 milionze

met myidvelze Seicavs informacias, maT Soris aris: informacia dazRvevis

Sesaxeb, marketinguli gamokiTxvis Sedegebi, sacalo vaWrobis Senatanebi,

finansuri Canawerebi da bevri sxva. Wal-Mart-is monacemTa bazaSi ganTavsebulia

monacemebis 100 terabaitze meti – 100 trilioni baiti. yovelive es msoflioSi

mcxovreb calkeul adamianze rom gadaviangariSoT (sul 6 miliardi adamiani),

TiToeul maTganze 16,000 baiti gamova.29

monacemTa bazaSi arsebuli informaciis gamoyenebiT, kompaniebs SeuZliaT

myidvelTa sarfiani, patara jgufebis gansazRvra da maTze mimarTuli

marketinguli SeTavazebebisa da komunikaciebis Camoyalibeba. kompania KraftFoods-ma Seqmna sia,romelSic Sedis misi produqciis 30 milion myidvelze meti,

romlebmac Kraft-is mier ganxorcielebul mastimulirebel RonisZiebebze

reagireba moaxdines. am xalxis interesebidan gamomdinare, kompaniam daiwyo

personalizirebuli informaciis dagzavna iseT sakiTxebze, rogorebicaa

varjiSi, jansaRi kveba, Kraft-is gansakuTrebuli brendebis receptebi da

kuponebi sxvadasxva produqciaze. FedEx-i Tavis monacemTa bazas iyenebs, raTa,

yovelwliurad, 212 qveyanaSi mimofantuli 5 milioni myidvelisaTvis Caataros

pirdapiri fostisa da telegayidvebis 100-ze meti gamiznuli kampania.

myidvelTa dakvirvebuli analizis, swor myidvelTan swor drosa da

stimulirebis swori gziT dakavSirebis saSualebiT, FedEx-i pirdapir

marketingze gamoxmaurebis 20-25 procents aRwevs, xolo pirdapir marketingze

daxarjul yovel erT dolarze 8 dolars iRebs.30

kompaniebi monacemTa bazas sxvadasxva daniSnulebiT iyeneben: potenciuri

klientis gansasazRvrad, misi profilis Camosayalibeblad, misTvis Sesabamisi

reklamisa da SeTavazebebis Sesaqmnelad da myidvelTa erTgulebis

gasaRrmaveblad. myidvelTa preferenciebis damaxsovrebiTa da Sesaferisi

informaciis, saCuqrebis an sxva masalebis miwodebiT, kompaniebs SeuZliaT

myidvelis interesisa da enTuziazmis aRZvra.

magaliTad, Harrahs-i, Tavisi klientebisaTvis gansakuTrebuli momsaxurebis

SesaTavazeblad, sakmaod didi moculobis monacemTa bazas iyenebs. moTamaSeTa

baraTebiTa da sxva saSualebebiT,

Harrahs-i Tvalyurs adevnebs samorines

individualur stumars. SemdgomSi es

monacemebi Seaqvs monacemTa bazaSi,

romelic TiToeuli stumris azartul

preferenciebsa da maT mier gaweul

xarjebs Seicavs. mogvianebiT, Harrahs-iam informacias iyenebs Sesabamisi

momsaxurebis miwodebis, individualuri

gzavnilebisa da erTguli stumrisTvis

gansakuTrebuli saCuqrebis gagzavnis

mizniT. Sedegad, am samorines, mTel

industriaSi, yvelaze erTguli mom-

xmarebeli hyavs.31

Sinauri cxovelebis sakvebisa da

sakonditro nawarmis bazris lideri

Mars-i srulyofil monacemTa bazas

flobs. germaniaSi kompaniam Seagrova

monacemebi yvela im germanul ojaxze,

romlebsac katebi hyavdaT. am

monacemebis mopoveba man

veterinarebTan dakavSirebiT, veb-

gverdiT MyPetStop.com da sazogadoe-

bisaTvis ufaso bukletebis `rogor

vizrunoT katebze” darigebiT SeZlo.

adamianebi avsebdnen kiTxvarebs, rome-

lic Seicavda kiTxvebs maTi katis

saxelis, asakis, dabadebis TariRisa da

■ germaniaSi, Mars-ma Seqmna im ojaxebis monacemTa baza, romlebsac

Sinauri cxovelebi hyavT. xangrZlivi urTierTobis agebisaTvis, igi

germaniaSi internet saitze registrirebul katebis patronebs knute-

bis ufaso sakvebs ugzavnis.


ssaatteelleeffoonnoo mmaarr--

kkeettiinnggii ((tteelleeggaayyiidd--

vveebbii)) (Telephone mar-keting)myidvelisTvis pro-

duqciis pirdapiri

miyidvis mizniT te-

lefonis gamoyeneba.

sxva monacemis Sesaxeb. SemdgomSi, TiToeul registrirebul mflobels Mars-iugzavnida knutebis ufaso sakvebs, katebis sakvebis sinjebs, Mars-is brendebzefulis dazogvis kuponebsa da sxva nivTebs. Sedegad, kompanias katebis

patronebTan xangrZlivi urTierTobebi Camouyalibda.

monacemTa bazis meSveobiT ganxorcielebuli marketingi gansakuTrebul

investicias moiTxovs. kompaniebma investicia unda Cadon kompiuterul

aRWurvilobaSi, analitikur programebSi, sakomunikacio kavSirebsa da

kvalificiur personalSi. monacemTa bazis sistema unda iyos momxmarebelze

morgebuli da sxvadasxva marketinguli jgufisaTvis (produqtisa da brendis

marTva, axali produqtis ganviTareba, reklamireba da stimulireba, pirdapiri

marketingi fostiT, telegayidvebi, qseluri marketingi, gare gayidvebi, SekveTis

ganxorcieleba da momxmareblis momsaxureba) xelmisawvdomi. kargad marTulma

monacemTa bazam imdenad unda gazardos gayidvebi, rom maT mniSvnelovnad

gadaaWarbon xarjebs.

ppiirrddaappiirrii mmaarrkkeettiinnggiiss ffoorrmmeebbii

pirdapiri marketingis ZiriTadi formebi (suraTi 13.4) moicavs personalur

gayidvebs, satelefono marketings (telegayidvebi), pirdapir marketings

fostiT, katalogiT gayidvas, myisieri gamoxmaurebis satelevizio marketings,

kiosk-marketingsa da eleqtronul marketings. am Tavis dasawyisSi Cven

siRrmiseulad ganvixileT personaluri gayidvebi, xolo me-14 TavSi ufro

kargad gavecnobiT eleqtronul marketings. amjerad, Tqvens YyuradRebas

pirdapiri marketingis sxva formebisaken mivmarTavT.

ssaatteelleeffoonnoo mmaarrkkeettiinnggii ((tteelleeggaayyiiddvveebbii)) gulisxmobs momxmarebelsa da

biznesmyidvelze pirdapir miyidvas telefonis saSualebiT. dRes, ssaatteelleeffoonnoo

mmaarrkkeettiinnggzzee modis pirdapir marketingze mTlianad daxarjuli Tanxis 39

procentze meti da pirdapiri marketingis meSveobiT warmoebuli gayidvebis 36

procenti. CvenTvis cnobilia, Tu rogor xdeba satelefono marketingi

momxmarebelTan mimarTebaSi,Tumca, telegayidvebi farTod gamoiyeneba biznesi-

biznesisTvis mimarTulebaSic, romelzec satelefono marketingis saSualebiT

warmoebuli mTliani gayidvebis 59 procenti modis.32

momxmareblebze an biznesebze gayidvis pirdapir warmoebis mizniT,

marketologebi gamaval satelefono marketings iyeneben. Semomavali

satelefono marketingis dros satelevizio an beWdviTi reklamebiT,

nnaaxxaazzii 1133..44pirdapiri marketingis

formebi

katalogebiTa da fostiT moziduli

myidveli TviTon rekavs kompaniaSi. am

dros igi iyenebs ufaso satelefono

nomers, romelic iwyeba ricxvi 800-iT

(800-XXX-XXXX). am bolo dros, 800-iT

dawyebuli satelefono nomrebiT

sargeblobis praqtika sakmaod

gavrcelda, vinaidan maTi gamoyeneba

sul ufro metma kompaniam daiwyo. nel-

nela mas daemata axali Tvisebebi,

magaliTad, ufaso faqsis funqcia.

agreTve, gaizarda am nomris

sacxovrebeli saxlebidan gamoyenebis

SemTxvevebic. aseTi swrafi zrdis

kvaldakval, moxda axali 888, 877 da 866

kodebis damateba. mas Semdeg, rac, 1967

wels, Semovida kodi 800 (800-XXX-

XXXX), misi 8 milioni nomris bolomde

aTvisebas, TiTqmis, 30 weli dasWirda.

magram, 1996 wels danergili kodi 888-is

nomrebi, sul raRac, 2 weliwadSi

amoiwura.33

sworad SemuSavebul da gamiznul

telegayidvebs araerTi dadebiTi mxare

aqvs, maT Soris aris Sesyidvis

procesis moxerxebuloba da meti

informacia produqtisa Tu

momsaxurebis Sesaxeb. Tumca,

telemarketingis aseTma bumma bevri

momxmarebeli gaaRiziana, romelTac

TiTqmis yoveldRiuri `usargeblo

satelefono zarebi” sasadilo

magididan adgomas aiZulebda. qveynis

sakanonmdeblo organoebi sakiTxis

daregulirebas kanonebis miRebiT

cdiloben. telemarketingi aikrZala dRis garkveul saaTebSi, aseve,

diasaxlisebs miecaT saSualeba, raTa gaerTianebuliyvnen siaSi `nu

damirekavT”. momxmarebeli aRfrTovanebiT Sexvda am wamowyebebs. rodesac, 2003

wels, FTC-m (federaluri savaWro komisia) aamoqmeda sia `nu damirekavT”, sul

raRac 3 dReSi, daaxloebiT, 10 milioni momxmareblis 13 milionze meti nomris

registracia moxda. garkveul qmedebebs, uwesrigod da cudad dagegmili

telegayidvebis winaaRmdeg, marketologebis umetesobac uWers mxars. rogorc

pirdapiri marketingis asociaciis aRmasrulebeli aRniSnavs, `Cven mxolod im

xalxze gasvla gvinda, vinc ar aris telegayidvebis winaaRmdegi”.34

ppiirrddaappiirrii mmaarrkkeettiinnggii ffoossttiiTT gulisxmobs pirovnebisaTvis, garkveul

misamarTze, SeTavazebis, gancxadebisa da sxva nivTebis gagzavnas. umeteswilad,

es safosto siis gamoyenebiT xorcieldeba. yovel wels marketologebi

milionobiT safosto gzavnils uSveben. esenia: werilebi,reklamebi, broSurebi,

nimuSebi, video da audiogzavnilebi, kompaqturi diskebi da sxva e.w. `frTiani

realizatorebi”. fostiT pirdapiri marketingi mTlianad pirdapir

marketingze daxarjuli Tanxis 23 procentsa da pirdapiri marketingis

meSveobiT warmoebuli gayidvebis 31 procentze mets iTvlis. satelefono da

fostiT marketingze, erTad, daxarjuli Tanxis 62 procenti da moziduli

gayidvebis 67 procenti modis.

fosta kargad Seefereba pirdapir, erTi-erTze komunikacias. igi iZleva

miznobrivi bazris zusti SerCevis, SeTavazebis personalizebis, moqnilobisa

da Sedegebis martivad Sefasebis saSualebas. miuxedavad imisa, rom am meTodiT


■ Semomavali satelefono marketingis dros satelevizio an beWdviTi

reklamebiT, katalogebiTa da fostiT moziduli myidveli TviTon

rekavs kompaniaSi. am dros, igi iyenebs ufaso satelefono nomers,

romelic iwyeba ricxvi 800-iT (800-XXX-XXXX). kompania Carolina Cookieamtkicebs: "nu gadadebT xvalisaTvis. darekeT exlave da gaaformeT

SekveTa."

ppiirrddaappiirrii mmaarrkkeettiinnggii

ffoossttiiTT (Direct-mailmarketing)fostis saSualebiT

ganxorcielebuli

pirdapiri marketin-

gi, romelic gulis-

xmobs werilebis,

reklamebis, nimuSe-

bisa da sxva

`frTiani realiza-

torebis" dagzavnas

safosto siaSi myof

potenciur myidvelTan.


aTas adamianTan dakavSirebis xarji bevrad aRemateba xarjs masobrivi mediis

(televizia da Jurnalebi) gamoyenebisaTvis, igi bevrad ufro zust potenciur

bazarze gadis. pirdapiri fosta warmatebuli aRmoCnda yvela saxis

produqciis stimulirebisaTvis, dawyebuli wignebiT, JurnalebiTa da

dazRveviT, damTavrebuli saCuqrebiT, tansacmliT, sakvebiTa da samrewvelo

produqtiT. yovel wels, miliardobiT dolaris mosapoveblad, pirdapir

fostas aqtiurad iyeneben qvelmoqmedebic.

fostiT pirdapiri marketingis industria ganuwyvetliv axali meTodebisa

da midgomebis ZiebaSia. magaliTad, dReisaTvis, pirdapiri fostis swrafad

mzard saSualebebs Soris aris kompaqturi diskebis dagzavna. America Online-maistoriaSi yvelaze warmatebuli pirdapiri marketingi fostiT awarmova,

rodesac asobiT milion adamians kompaqturi diskebi daugzavna. kompaqtur

diskebs, dRes, sxva kompaniebis marketologebic iyeneben, gansakuTrebiT ki

teqnologiuri da el-komerciuli industriebidan. am diskebis gamoyenebisas,

potenciuri myidveli, internetis saSualebiT, misTvis specialurad Seqmnil

veb-gverdze gadadis. maT gamoiyeneben kompiuterTan dakavSirebuli

produqciis demonstrirebisaTvis. magaliTad, Sony-m dagzavna kompaqturi

diskebi, romelTa saSualebiT, momxmarebels, personalur kompiuterze, SeeZlo

soni VAIO-s portatuli kompiuteris naxva.

bolo dromde, fosta qaRaldis gzavnilebiT Semoifargleboda. mis

marTvas axorcielebda aSS-is saxelmwifo fosta an gadamzidavi kompaniebi,

rogorebic arian FedEx, UPS, DHL an Airborne Express. Tumca, dRes, popularoba

safosto miwodebis samma axalma formam moipova:

�� faqsi: dRes, marketologebi gansakuTrebuli SeTavazebebis,gayidvebisa da sxva

RonisZiebebis Sesaxeb gancxadebebs faqsis saSualebiT agzavnian. faqsis

gagzavna da miReba TiTqmis wamebSi xorcieldeba. Tumca, zogierTi potenci-

uri da arsebuli myidveli ukmayofilo rCeba maT nomerze nebarTvis gareSe

misuli gzavnilebis gamo, rac faqsis manqanebis gadatvirTvasa da qaRaldis

fuW xarjvas iwvevs.

�� el-fosta: bevri marketologi gancxadebebs, SeTavazebebs, produqtis Sesaxeb

informaciasa da sxva gzavnilebs el-fostis misamarTebze agzavnis. dRevan-

deli el-fostis gzavnilebi Zalian gansxvavdeba Zveli, uRimRamo teqstebis-

gan. el-fostis reklamebis axali Taoba iyenebs animacias, interaqtiul

bmulebsa da personalizebul audiogzavnilebs, romlebic yuradRebas ipy-

roben. magram, rodesac xalxi sul ufro met elfostas iRebs, is, am gza-

vnilebis Tavze moxvevis gamo, ukmayofilebas gamoxatavs. gonieri marke-

tologebi nebarTvaze dafuZnebul programebs iyeneben da el-fostis

reklamebs mxolod im pirebs ugzavnian, romlebic maTi miRebis survils

gamoTqvamen.

�� xmovani fosta: es aris avtomaturi programa,romelic winaswar Caweril Set-

yobinebas telefonebis xmovan safosto yuTebsa da mopasuxe mowyobilo-

bebSi wers. am sistemiT sargebloba, binebis satelefono nomrebze, xdeba

dilis 10 saaTidan SuadRis 2 saaTamde, xolo, biznesebis SemTxvevaSi, _

saRamos 7-dan 9 saaTamde. SerCeulia iseTi periodebi, rodesac yvelaze

naklebad aris mosalodneli, rom zars vinmem upasuxos. Tu avtomaturi

dileri adamianis xmas gaigebs, igi dauyovnebliv wyvets zars. aseTi siste-

mebi gabezrebuli myidvelis ukmayofilebas ar iwvevs.

`zanti fostis” neli tempis sapirispirod, es axali formebi pirdapiri fostis

miwodebas gasaocari siswrafiT axorcieleben. da mainc,Tu Setyobinebebi iseT

pirebs gaegzavnaT, romlebic maTiT dainteresebulni ar arian, isini,

tradiciuli arxebiT miwodebuli fostis msgavsad, `nagvis urnaSi”

aRmoCndebian. sakuTari fulisa da myidvelis drois dazogvis mizniT,

marketologebi ufro zustad unda gansazRvravdnen pirdapiri fostis

samizneebs (ix. marketingi muSaobis procesSi 13.3.).


kkaattaallooggiiTT ggaayyiiddvvaa

(Catalog marketing)pirdapiri marketingi

ganxorcielebuli

beWdviTi, video an

eleqtronuli kata-

logebis formiT,

romlebic winaswar

SerCeul myidvels

fostis saSualebiT

egzavneba. maTi Sovna

SesaZlebelia

maRaziebsa da

internetSi.

kkaattaallooggiiTT ggaayyiiddvvaa.. personalizebuli, pirispiri marketingis danergvasTan

erTad, teqnologiurma winsvlam mniSvnelovani cvlilebebi Seitana gayidvebis

kkaattaallooggiiTT warmoebis procesSi. Jurnali `katalogis xana” katalogs

gansazRvravda, rogorc `sul mcire, rvagverdian nabeWd gamocemas, romelic

mravalferovan produqciasa da pirdapiri SekveTis meqanizms sTavazobda myid-

vels”. dRes, sul ramdenime wlis Semdeg, es gansazRvreba ukve moZvelebulad

iTvleba. internetis ganviTarebasTan erTad, sul ufro meti katalogi iRebs

eleqtronul formas. bevri dabeWdil katalogebs, marketingul kompleqsSi,

internetze dafuZnebul katalogebs amatebs. gamoCnda axali veb-katalogebis

nairsaxeoba. Tumca, internetma mainc ver Secvala bolomde dabeWdili kata-

logebi – es, jer, Zalian adrea. amJamad, veb-katalogebze katalogebis mTliani

gayidvebis mxolod 13 procenti modis. miuxedavad imisa, rom internetma

katalogebiT gayidvebis axali gza warmoSva,dabeWdili katalogebi Tavis adg-

ils mainc inarCuneben. bevri katalogiT movaWrisaTvis interneti katalogiT

gayidvebis damatebiTi iaraRia.35

ukanaskneli 25 wlis ganmavlobaSi, katalogebiT gayidva naxtomiseburad

gaizarda. gasul wels, katalogebiT wliurma gayidvam, TiTqmis, 126 miliard

dolars miaRwia da mosalodnelia, rom, 2008 wlisaTvis, man 176 miliard

dolars gadaaWarbos.36 didi sacalo movaWreebi, rogorebic arian JCPenney da

Spiegel-i, saqonlis srul nusxas katalogebis meSveobiT yidian. ukanasknel

wlebSi, am goliaTebma gamowveva miiRes aTasobiT specializirebuli

katalogiT movaWrisgan, romlebic patara sabazro niSebs emsaxurebian. erT-

erTi kvlevis Tanaxmad, dReisaTvis, aSS-Si, 10,000 kompania 14,000 unikalur kata-

logs uSvebs.37

momxmarebels katalogiT TiTqmis yvelafris yidva SeuZlia. magaliTad,

kompania Sharper Image-i 2,400 dolaris Rirebulebis reaqtiulZravian serfingis

dafas yidis. Kkompaniebi Banana Republic Travel-i da Safari Clothing-i ki momxmarebels

sTavazoben yvelafers, rac saharaSi an tropikul tyeSi laSqrobisas aris

saWiro. yovel wels, Lillian Vernon-i Tavis monacemTa bazaSi Seyvanil 20 milion

adamians rva saxis katalogis 37 gamocemas ugzavnis, romlebiTac 6,000-ze met

sxvadasxva nivTs yidis, dawyebuli fexsacmliT, damTavrebuli dekoratiuli

gazonis CitebiT.38 specializirebuli univermaRebi, rogorebic arian NeimanMarcus, Bloomingdale da Saks Fifth Avenue,katalogebs maRalfasiani, xSirad,

egzotikuri saqonlis maRali da

saSualo klasebis myidvelTaTvis

SesaTavazeblad iyeneben. ramdenime

didma korporaciam katalogiT

marketingis praqtikac ganaviTara.

magaliTad, Avon-i, dReisaTvis,

gamoscems qalebis modis 10 kata-

logs da, maTTan erTad, bavSvebisa

da mamakacebis tansacmlis katalo-

gebsac. yovel wels, kompania WaltDisney fostiT, daaxloebiT, 6 mil-

ion katalogs gzavnis, cxovelebisa

da disneis animaciuri filmebis

sxva personaJebis gamosaxulebebiT.

dRes, katalogiT movaWre kom-

paniebis 97 procents saqonliT

movaWreebi warmoadgenen, romlebic

SekveTebs internetis meSveobiT

iReben. qvemoT moyvanili magaliTi

katalogebiT gayidvis praqtikaSi

momxdar mniSvnelovan cvlilebas

aRwers.

rodesac, 1995 wlis seqtem-

berSi, katalogebiT movaWre

■ ukanaskneli 25 wlis ganmavlobaSi, katalogebiT gayidva naxtomiseburad

ganviTarda. dReisaTvis, aSS-Si, 10,000 kompania 14,000 unikalur katalogs

awarmoebs.


monacemTa bazis cudi menejmenti

da arasworad gamiznuli

pirdapiri marketingi aRizianebs

ara marto momxmarebels, aramed

kompaniebsac, vinaidan, qmedebebi,

romlebic weliwadSi milionobiT

dolari ujdebaT, sulelebis

imijs sZens maT. qvemoT moyvanilia

li kopolas _ SecdomiT

mimarTuli pirdapiri marketingis

adresatis komentari.

sainteresoa, ra xdeba, roca

Seni sayvareli cxoveli adamians

emsgavseba? amas eSli ityoda, la-

paraki rom scodnoda. eSli naj-

vari, naxevrad monadire da

naxevrad spanielis jiSis ZaRlia.

wlebis ganmavlobaSi, misi

sikvdilis Semdegac ki, igi sate-

lefono wignSi ojaxis warmomad-

genlis rols asrulebda. am ro-

lis Sesruleba ki mas im dRidan

mouxda, rodesac me telefonebis

wignidan Cemi nomris amoReba dava-

pire, raTa bizneszarebi Tavidan

ameridebina. satelefono kom-

paniasTan saubrisas gairkva, rom

aseTi momsaxurebisaTvis,

wliurad, 60 dolari unda mexada.

sabednierod, satelefono kompa-

niis warmomadgenelma mirCia, Cemi

nomeri erT-erTi Svilis saxelze

gameformebina.

im momentSi me sendviCs geaxle-

bodiT, eSli ki gverdiT medga da

lukmis gadagdebas eloda. `SeiZ-

leba telefoni nebismieris saxel-

ze gavaformo?”_ vkiTxe warmomad-

genels da xeli gadausvi eSlis.

`rasakvirvelia”, _ mipasuxa man da

ase mieca dasabami 10-wlian sate-

lefono zarebsa da safosto

gzavnilebs eSlis saxelze.

SesaniSnavi axali wigni `kopo-

lebis gvari~ samoqalaqo omis Sem-

deg istorias exeba da Tqven, eSli

kopola, am istoriis nawili

xarT.” _ iuwyeboda eSlis saxelze

gamogzavnili werili. àm erTje-

radi SeTavazebisaTvis” mas 10

dolaris gadaxda mosTxoves.

eSlim asobiT aseTi Setyobineba

miiRo, sadac mas fuls sTxovdnen.

fulis moTxovnis yvelaze

ironiuli SemTxveva iyo SPCA da

Buffalo-s zooparkidan, raTa eSlis

daefinansebina cxovelTa daxmare-

bis RonisZiebebi. sainteresoa,

rogori reaqcia eqneboda

adgilobrivi sasaflaos xelmZRva-

nels, romelic, ojaxis `sulieri

simSvidisaTvis”, miwis nakveTis

SeZenas ZaRls sTxovda; an rogori

iqneboda mwvane safaris momvlel-

Ta reaqcia, rodesac gaigebdnen,

rom fuls molis movlaSi moiT-

xovdnen ZaRlisgan, romelic mas

yoveldRe Telavda. Semdeg iyo

werili, romliTac eSlis `saxlis

sando, eleqtronul dacvas”

sTavazobdnen.

bavSvebi swrafad SeeCvivnen Ta-

vianTi ZaRlis saxelze gamog-

zavnil Setyobinebebsa Tu satele-

fono zarebs: `mas sasadilo

oTaxSi magidis qveS sZinavs”, –

eubneboda telemarketologs erT-

erTi maTgani; ìs gareT aris, suf-

Ta haerze”, – pasuxobda meore.

Cems cols ki ar axasiaTebs aseTi

araseriozuloba, amitom, misi pa-

suxi aseTi iyo – ìs gardaicvala”.

erT dRes, kvleviTi organi-

zaciis TanamSromelma iseTi xmiT

iTxova eSlisTan gasaubreba, rom

Cvenma umcrosma, 17 wlis Svilma

upasuxa: `me var eSli”. man, pati-

viscemis niSnad, Tavis mosaubres

asakic uTxra da ramdenime kiTxva-

zec upasuxa. es gagrZelda manamde,

sanam ar mixvda, rom paemanze

agviandeboda, ris gamoc saubari

swrafad Sewyvita. `SeiZleba kidev

dagirekoT?” – hkiTxa mosaubrem,

`ra Tqma unda”, – upasuxa Cvenma

vaJma da dakida yurmili.

mkvlevarma, ra Tqma unda, Sem-

deg dResac dareka da eSli ikiT-

xa. amjerad, dedam gasca misTvis

Cveuli pasuxi. `RmerTo Cemo,

rogor vwuxvar”, – aseTi iyo

mosaubris reaqcia. misma mwuxa-

rebam Cemi coli Zlier daabnia.

SSeeccddoommiiTT mmiimmaarrTTuullii ppiirrddaappiirrii mmaarrkkeettiinnggii::

CCeemmii ZZaaRRllii ddaa ppiirrddaappiirrii mmaarrkkeettiinnggii

13.3

man veraferi gaigo, sanam Svilma

ar ganumarta, Tu raSic iyo saqme.

zogjer Cvenc vwuxdiT Cveni

ZaRlis bedze. iciT, man ramdenime

`jaWvuri” werili daxia, romleb-

Sic mas aslebis gadaRebasa da

kidev oci pirisTvis dagzavnas

sTxovdnen, winaaRmdeg SemTxvevaSi,

garkveuli jarimiT emuqrebodnen.

sakredito baraTebi vaxsene?

eSli gadasaxadebs Tavis droze

ixdida Tavis 5,000-dolarian

sakredito xazze, romelic man

avtomaturad miiRo.

rasakvirvelia, eSli ar iyo

Cveulebrivi ZaRli. igi italiuri

ZalRi iyo. aba, kidev riTi SeiZ-

leba aixsnas mister eSli kopo-

lasTvis altamuridan (italia)

gamogzavnili Txovna, obolTa sax-

lisTvis fulis gadaricxvis

Sesaxeb? Semdeg iyo mcdeloba misi

ojaxisTvis saTuTad movlili

jvris miyidvisa, romelic asobiT

wlis win italiaSi iyo damzadebu-

li. agreTve, amerikaSi mcxovrebi

kopolas gvaris yvela warmomad-

genlis siis miyidvis mcdeloba,

romelSic ojaxis yvela wevri,

maT Soris eSlic iyo

moxseniebuli.

dafiqrdiT maTze, vinc

ZaRlisgan fulis gamocincvlas

cdilobda. an Tundac ifiqreT

droze, energiasa da fulze,

romlebic umiznod daixarja

safosto gzavnilebsa Tu

ZaRlisTvis gasagzavn konvertebze

dakrul safosto markebze.

Tumca, ZaRlis sakvebis

kuponebisTvis eSli madlieri

darCa.

wyaro: Lee Coppola, My Dead Dog MayAlready Be a Winner!” Newsweek, July 5,1999, p. 11. Also, see Louella Miles, “ShouldDM Still Be Missing Its Mark?” Marketing,June 14, 2001, pp. 29-31; and Bob Levey,“How to Fight Back against Junk Mailers,”The Washington Post, October 15, 2002, p.C11.



mmyyiissiieerrii ggaammooxxmmaauurree--

bbiiss ssaatteelleevviizziioo

mmaarrkkeettiinnggii ((Direct-response television mar-keting))pirdapiri satele-

vizio marketingi

gulisxmobs swraf

gamoxmaurebas sate-

levizio reklamaze

(informaciuli rek-

lama) da binaze mi-

tanis momsaxurebas.

kompaniam Archie McPhee-m veb-gverdi gaxsna, amas arc Tu didad

aRfrTovanebuli reaqcia mohyva. magram, rodesac, 1997 wels, man veb-

gverdze, SekveTebis gansaxorcieleblad, sayidlebis kalaTa daamata,

veb-gverdi aSkarad gamococxlda. kompaniis prezident mark palous

TqmiT, dReisaTvis saits 35,000 vizitiori hyavs, romlebic mTliani

gayidvebis 55 procents uzrunvelyofen. veb-gverdis gamoyeneba imdenad

efeqturia, rom Archie Mephee-m nabeWdi katalogebis raodenoba 1 mil-

ionidan 300,000-mde, xolo, yovelwliuri gamocemis sixSire _ 5-dan 3-

mde Seamcira. veb-gverdma 50 procentiT dazoga kompaniis feradi kat-

alogis warmoebis, beWdvisa da safosto gadagzavnis xarjebi,

romlebic yovelwliurad 700,000 dolars aWarbebda. saits bevrad

meti saqonlis SeTavazeba SeuZlia. `48-gverdiani katalogi 200-mde

nivTs sTavazobs, xolo veb-gverdi _ 500-ze mets”, – aRniSnavs palou.

saitis dadebiTi mxarea produqciis droulad Cvenebis SesaZlebloba.

`rodesac axali produqti mogvdis, igi saitze egreve gamoCndeba.

rodesac raime produqtis maragi Tavdeba, masze informacias saitidan

viRebT”. veb-gverdis katalogis meSveobiT, momxmarebelTan dinamikuri

urTierToba yalibdeba, risTvisac gamoiyeneba iseTi interaqtiuli

programebi, rogorebicaa Nerd Test da Virtual Sarcastic Ball, romlebic momx-

mareblis SekiTxvebze pasuxis avtomaturad gacemis saSualebas

iZleva. momxmarebels SeuZlia SeuerTdes elfostis CamonaTvals da

miiRos yovelTviuri ufaso elfosta momavali RonisZiebebis,

konkursebisa da sagangebo SeTavazebebis Sesaxeb. wevrebi, agreTve,

iReben Setyobinebebs axali produqtis Sesaxeb. amasTan, maT,

wevrebisaTvis gankuTvnili, specialuri SeRavaTebi aqvT.39

Tumca, sargebelTan erTad, veb-katalogebiT vaWroba garkveul

siZneleebTan aris dakavSirebuli. maSin, rodesac nabeWdi katalogiT vaWroba

myidvelis cxovrebaSi aqtiurad iWreba, veb-katalogiT vaWroba sakmaod pasi-

uria. axali myidvelis mizidva veb-katalogiT ufro rTulia, vidre nabeWdi

katalogiT. amdenad, veb-katalogs, Cveulebriv, misi dabeWdili variantic

axlavs xolme Tan. magaliTad, kompania Archie McPhee sakuTari saitis

stimulirebisaTvis dabeWdil katalogs mimarTavs.

mmyyiissiieerrii ggaammooxxmmaauurreebbiiss ssaatteelleevviizziioo mmaarrkkeettiinnggii ZiriTadad, ori formisaa.

pirveli aris myisieri gamoxmaurebis reklama _ 60 an 120-wamiani satelevizio

reklama, romelic produqts damajereblad aRwers da, ufaso satelefono

nomriT, myidvels SekveTis gakeTebis saSualebas aZlevs. xSirad, 30-wuTiani

sareklamo programebi an erTi produqtisadmi miZRvnili sainformacio

reklamebi keTdeba.

zogierTi warmatebuli myisieri gamoxmaurebis reklama wlebis ganmav-

lobaSi gadis da klasikuric xdeba. magaliTad, Ginsu-s danebis Dial Media-sreklama 7 weliwadi gadioda, ris Sedegadac 40 milion dolarze meti Rirebu-

lebis danebis 3 milioni nakrebi gaiyida; misi Armourcote-is samzareulo

mowyobilobis reklamebma ki, TiTqmis, orjer meti gayidvebi moitana; mefed

aRiarebuli informaciuli reklamebis damamzadeblis _ ron popeilis kompania

Ronco-m, ukanaskneli 40 wlis ganmavlobaSi, televiziis meSveobiT, 1 miliard

dolarze meti Rirebulebis mowyobiloba gayida.40

wlebis ganmavlobaSi, satelevizio inforeklamebis saSualebiT stim-

ulirebuli saqonlis – samzareulos sxvadasxva mowyobilobis, swrafi gam-

didrebis sqemebisa da, zedmeti Zalisxmevis gareSe, formis SenarCunebis

saSualebebis _ imiji saeWvo xarisxis produqciasTan iyo asocirebuli. Tumca,

bolo wlebSi, inforeklamebis gamoyeneba msxvilma kompaniebmac (GTE, Johnson &Johnson, MCA Universal, Sears, P&G, Revlon, IBM, Cadillac, Volvo, Land Rover, Anheuser-Busch daU.S. Navy) daiwyes. sainformacio reklamebSi isini miuTiTebdnen sakontaqto

telefonis nomers, misamarTs, informacias produqtis Sesaxeb an veb-gverds (ix.

marketingi muSaobis procesSi 13.4). Cveulebriv, myisieri gamoxmaurebis satele-

vizio inforeklamis momzadeba iafia da sareklamo adgilis Sesyidvac nakleb

xarjebTan aris dakavSirebuli. ufro metic, am SemTxvevaSi advilia kampaniis

Sedegebis gazomvac. `sxva sareklamo kampaniebisagan gansxvavebiT, satelevizio


inforeklamaSi yovelTvis aris miTiTebuli 800-iT dawyebuli ufaso satele-

fono nomeri an veb-gverdis misamarTi. Sesabamisad, marketologebs advilad

SeuZliaT gazomon aseTi tipis stimulirebiT gamowveuli Sedegebi.”41

myisieri gamoxmaurebis satelevizio marketingis kidev erTi formaa sao-

jaxo Sesyidvebis telearxebi, romlebzec mxolod saqonlis an momsaxurebis

gayidvaze miZRvnili satelevizio programebia ganTavsebuli. saojaxo

Sesyidvebis zogierTi arxi,rogoric aris Quality Value Channel (QVC), Home ShoppingNetwork (HSN) da Value Vision, ocdaoTxsaaTian mauwyeblobas uzrunvelyofs. QVCarxze programis wamyvani telemayureblebs sxvadasxva produqtis savaWro

fasebs sTavazobs. produqcia SeiZleba iyos: Zvirfaseuloba, naTurebi, sakole-

qcio Tojinebi, tansacmeli, sayofacxovrebo eleqtronika da

saxelmZRvaneloebi. myidveli, saqonlis SesakveTad, QVC-is eqvsidan erT-erT

satelefono centrSi ufaso nomris saSualebiT rekavs.

sakabelo da satelituri televiziis farTod gavrcelebis pirobebSi,

telegayidvebSi pirveli sami kompania, dRes, msoflios 248 milion ojaxs far-

avs da, yovel wels, 4 miliard dolarze meti Rirebulebis saqonels yidis.

dResdReobiT, isini myisieri gamoxmaurebis satelevizio marketingis ele-

qtronul da tradiciul gayidvebis formebs aerTianeben. magaliTad, QVC-mgauSva axali programa saxelwodebiT `61-e wuTi”, sadac mayurebels

mouwodeben, rom, satelevizio programis yurebis Semdeg, mocemuli produqti

kompaniis veb-gverdze naxos. aq ki, mayurebels saSualeba eZleva,Tvali adevnos

programis gagrZelebas da miiRos specialuri SeTavazebebi. maT, vinc amis

gakeTeba ver moaxerxa, SeuZliaT estumron QVC-is eqvsi sacalo gasaRebis

bazidan erT-erTs an kompaniis maRazias savaWro centr `amerikaSi”.42

kkiioosskk--mmaarrkkeettiinnggii.. zogierTi kompania maRaziebSi, aeroportebsa da sxva

adgilebSi SekveTebis mimReb da informaciis mimwodebel mowyobilobebs _

kioskebs ganaTavsebs (kioskisagan gansxvavebiT, savaWro avtomati myidvels,

Sesabamisi safasuris gadaxdis Semdeg, realur produqts aZlevs). Hallmark-i daAmerican Greetings-i kioskebs momxmareblisaTvis personalizebuli misaloci

baraTis Sesaqmnelad iyeneben. Tower Records-i mosasmen kioskebs flobs, rac

momxmarebels saSualebas aZlevs, musikaluri diskis Sesyidvamde, masze

Caweril musikas mousminos. kompania Color Me Mine Inc.-is xelnakeTi keramikis

maRaziebSi ganTavsebuli kioskebi animaciur imijebs Seicavs, romelTa

gamoyenebiTac momxmarebels maRaziaSi nayidi keramikuli nivTebis SesaZlo

morTulobis naxva SeuZlia. Car Max-Si, naxmari manqanebis supermaRaziaSi,momxmarebeli sensoruli ekraniT aRWurvil kompiuterebian kioskebs iyenebs,

raTa 1,000-mde msubuqi da satvirTo manqanis Sesaxeb miiRos informacia.

momxmarebels SeuZlia fotoebis, fasebisa da maRaziebis adgilmdebareobis

SerCeva. mosalodnelia, rom kioskebis gamoyeneba, momavali sami wlis

ganmavlobaSi, xuTjer gaizardos da 2006 wlisaTvis, wliurma Semosavalma 6.5

miliard dolars gadaaWarbos.43

kioskebs iyeneben biznesebze orientirebuli marketologebic. magaliTad,

Dow Plastics-i kioskebs savaWro Souebze ganaTavsebs, raTa potenciuri myidveli

miizidos da Tavisi 700 saxeobis produqtis Sesaxeb informaciiT

uzrunvelyos. kioskebis sistema momxmarebelTa monacemebs maT mier Sevsebuli

saregistracio formebidan kiTxulobs, teqnikuri monacemebis furclebs qmnis

da am furclebis amobeWdvis saSualebas iZleva. SesaZlebelia, am furclebis

momxmareblisaTvis faqsis an fostis meSveobiT gadagzavna.44

dRes, bevrma kompaniam realuri da virtualuri samyaro gaaerTiana,

Sesabamisad, kioskebic eleqtronul sivrceSi gadavidnen. magaliTad, Levi Strauss-ismaRaziebis veb-kioskebSi SegiZliaT Tqveni zomebi SeiyvanoT da Tqvenze

morgebul jinsebs, 2 kviris ganmavlobaSi, saxlSi mogarTmeven. Disney-ismaRaziebis stumrebs, veb-kioskis saSualebiT, saqonlisa da Sesasvleli

bileTebis SeZena da sxvadasxva gasarTobi RonisZiebebis Sesaxeb informaciis

miReba SeuZliaT. Gap-ma Tavis zogierT maRaziaSi `sastumro veb-oTaxis”

saxelwodebis interaqtiuli kioskebi daamontaJa, rac momxmarebels

saSualebas aZlevs, tansacmeli gasasinji oTaxis gamoyenebis gareSe moirgos.

sacalo movaWre REI-m, Tavisi 63 maRaziidan TiToeulSi, sul mcire, oTxi veb-

kioski daayena, romlebic momxmarebels produqciis Sesaxeb informaciiT

uzrunvelyofen da eleqtronuli SekveTis ganTavsebis saSualebas aZleven.45


gviani Ramea. veRar iZinebT. iRebT

distanciuri marTvis pults da

arxebs aTvalierebT, SemTxveviT

waawydebiT swrafad molaparake

pirs, romelic samzareulo mowyo-

bilobebis reklamas sulmouT-

qmelad akeTebs. mis gverdiT

mdgomi programis wamyvani ki,

mliqvnelurad cdilobs samzare-

ulos mowyobilobebis Tvisebebze

Tqveni yuradRebis mipyrobas. stu-

diis mayurebeli xmamaRla imeo-

rebs wamyvanis mtkicebebs. mowyobi-

lobebis wardgenis Semdeg,

diqtori kiTxulobs: `rogor

ggoniaT, ra Rirs yvelaferi es?

sami aTasi dolari? ori aTasi?

aba kargad dafiqrdiT! Tqven maTi

SeZena mxolod 19.95 dolarad Se-

giZliaT. Tqven saxlSi mitaniT

mogemsaxurebian. vau . . . – aseTia

auditoriis reaqcia. `da ufro

metic, – acxadebs diqtori, – Tu

Tqven axlave SeukveTavT Cvens

produqcias, sruliad usasyidlod,

damatebiT nivTs miiRebT. es ki

imas niSnavs, rom ixdiT erTisas da

yidulobT ors. iCqareT, nu dakar-

gavT dros”, – acxadebs programis

wamyvani.

albaT, gecnobaT? Cven yvelas

gvinaxavs aseTi satelevizio info-

reklama, romelic informacias

gvawvdis yvelaferze, dawyebuli

samzareulos mowyobilobiT, fsi-

qologis rCevebiTa da damTav-

rebuli gamdidrebis sqemebiT.

tradiciulad, aseTi produqciis

imiji Selaxulia da isini fulis

gamoZalvis biznesproduqciad

arian cnobili. Tqven am SeZenil

nivTs 6-8 kvira elodebiT, Semdeg

ki aRmoaCenT, rom mowyobiloba

sulac ar muSaobs ise, rogorc mas

enawyliani wamyvani waradgenda da

xvdebiT, rom oTxi aseTi nivTis

SeZeniT Tqven sakredito baraTs 90

dolari daaklda. aseTi reputacia

aqvs myisieri gamoxmaurebis sate-

levizio reklamas. miuxedavad

amisa, es meTodi mZlavri saSu-

alebaa produqciis marketin-

gisaTvis da igi dRiTidRe sul

ufro vrceldeba.

ron popeili pirveli iyo, vinc

produqciis aseTi realizacia

daiwyo. miuxedavad imisa,

acnobierebT amas Tu ara, wlebis

ganmavlobaSi, Tqven, albaT,

popeilis erT-erTi gamogoneba

mainc geqnebaT gamoyenebuli. xo-

lo misi pirdapiri marketingis

modeli satelevizio inforek-

lamebis industriis standartad

iqca. misma kompania Ronco-m CveniyuradReba miipyro iseTi

produqciiT, rogorebicaa: bos-

tneulis saWreli danadgari,

eleqtrosawuri, drois regulaciis

mqone Rumeli, makaronisa da

sosisis mosamzadebeli xuT-

wuTiani eleqtromowyobiloba,

popeilis jibis ankesi, kvercxis

eleqtromiqseri, produqtis Txel

iinnffoorreekkllaammeebbii:: `̀ddaa uuffrroo mmeettiicc!!~~

13.4

ronkom da ron popeilma - misi bostneulis saWreliT, eleqtroxelsawuriT,

kvercxis amTqvefiT da a.S. - moamzada niadagi marketologebis mier amJamad

myisieri (pirdapiri) gamoxmaurebis reklembis farTo gamoyenebisTvis.



fenebad dasaWreli avtomaturi

mowyobiloba da sxva.

inforeklamebma Tavis mizans

miaRwies _ amerikis mosaxleobis

2/3-s isini nanaxi aqvs, xolo 1/3-s,

misi saSualebiT, ukve nayidi aqvs

saqoneli. `am formiT Ronco-m 1miliard dolarze meti Rirebu-

lebis produqcia gayida. Ronco-sada misi uamravi mimbaZvelis

warmateba amerikis korporaciul

gigantebs TvalTaxedvidan ar

gamohparviaT. myisieri gamox-

maurebis satelevizio marketingi

maleve iqca yvelaze kargi

reputaciis mqone kompaniebis erT-

erT dasayrden iaraRad.

aseTi tipis sakabelo arxebis

swrafma gamravlebam da, Sesaba-

misad, satelevizio drois siWarbem

satelevizio pirdapiri marketin-

gis popularobas Seuwyo xeli.

telearxebi kompaniebs sTavazoben

rogorc mcire, aseve vrcel

sareklamo dros.

satelevizio inforeklamebis

gavrceleba ganapiroba sacalo mo-

vaWreebis interesmac am saSua-

lebebiT stimulirebuli produq-

ciis mimarT. magaliTad,

medikamentebiT sacalo movaWre

Walgreen-ma Tavis maRaziebSi, Tval-

saCino adgilas, ganaTavsa aseT

arxebze reklamirebuli pro-

duqcia. kompania TeleBrands-isprezident a.g. kulbanis gancxa-

debiT (igi Amber Vision-is mzissaTvaleebs uwevs marketings),

”dRes, inforeklamebSi nanax pro-

duqcias erT TveSi sacalo movaW-

reebis daxlebze ixilavT. amis

miRwevas sami-oTxi weli dasWirda.”

yovelive amis gaTvaliswinebiT,

myisieri gamoxmaurebis sate-

levizio reklama ufro mim-

zidveli da efeqturi xdeba. iseTi

mniSvnelovani marketinguli

kompaniebi, rogorebic arian: Dell,P&G, Volvo, Johnson & Johnson, Sears,Sharper Image da bevri sxva, pro-

duqciis realizaciisaTvis am

meTods iyeneben. Tanamedrove

inforeklamebi drosTan erTad

viTardeba – dRes, maT umetesobaSi

moxseniebulia rogorc telefonis

nomeri, ise veb-gverdis misamarTi.

P&G, qveynis erT-erTi yvelaze

warmatebuli marketinguli kom-

pania, satelevizio inforeklamebs

yoveldRiurad iyenebs iseTi pro-

duqciis realizaciisaTvis, rogo-

ricaa Swiffer WetJet da Dryel. ro-desac yvela sxva mcdeloba

marcxiT damTavrda, konkurent

Clorox’s ReadyMop-ze WetJet-is gamar-jvebas satelevizio inforek-

lamebis seriebma Seuwyo xeli.

P&G-ma, Swiffer Dusters-is gamoS-vebasTan erTad, ganaxorciela

kampania, romelSic gamoiyena

myisieri gamoxmaurebis sate-

levizio reklama. masSi miTiTe-

buli iyo, rom am produqtis myid-

vels saCuqrad gadaecemoda

DVD-ze Cawerili jenifer lope-

sis filmi `moaxle manhetenidan”.

saojaxo Tu piradi moxmarebis

produqciis garda, satelevizio in-

foreklamebis gamoyeneba sxva pro-

duqciazec gavrcelda. magaliTad,

FDA-m gaauqma kanoni, romelic

receptiT gasayidi wamlis pir-

dapiri marketingis gziT rek-

lamirebas krZalavda. am faqtma

satelevizio infomarketingSi

farmacevtuli kompaniebis CarTva

gamoiwvia. Celebrex-is mwarmoebelma

kompaniam myisieri gamoxmaurebis

satelevizio reklama arTritiT

daavadebulTaTvis axali wamlis

warsadgenad gamoiyena. igi infor-

maciuli xasiaTis axali marketin-

guli kampaniis warmoebas gegmavs,

romelSic cxovrebis stilis

gaumjobesebaSi wamlebis rolze

gaamaxvilebs yuradRebas. mar-

Talia, momxmarebeli kompanias wa-

mals pirdapir ver SeukveTavs,

magram maT SeeZlebaT infor-

maciuli literaturis moTxovna

da kuponis miReba, romelic eqim-

Tan vizitisa da pirveladi dax-

marebis xarjebs aanazRaurebs.

1998 wlidan, sacalo movaWre

Sharper Image-i orwuTian inforek-

lamebs iseTi individualuri pro-

duqciis sarealizaciod iyenebs,

rogorebicaa: mtversasrutebi,

bavSvis TviTmgoravebi da haeris

gamwmendebi. Sharper Image-is erT-

erTi vice-prezidenti trabaxiT

acxadebs, rom kompaniam Tavisi

momxmareblis didi nawili swored

am meTodiT miizida. `Cven vxedavT,

Tu rogor matulobs gayidvebi,

roca inforeklamebs vuSvebT.”

kompania mTavar sakabelo

telearxebze yidulobs dros da

inforeklamas gamudmebiT uSvebs,

dRe-Ramis ganmavlobaSi.

ukanaskneli ramdenime wlis

ganmavlobaSi, Sharper Image-mamyisieri gamoxmaurebis satele-

vizio inforeklamebSi investicia

gazarda. gasul wels, inforek-

lamebze Sharper Image-is sareklamo

biujetis 31% daixarja. genera-

luri direqtori riCard talimeri

acxadebs: `kompania, kvlavac, sando

TvaliT uyurebs Cveni ganviTa-

rebis grZelvadian strategias

gayidvebis sxvadasxva arxis

gamoyenebiT, maT Soris pirdapiri

gamoxmaurebis televiziiTac”. sa-

televizio reklamebze momxma-

reblis gamoxmaurebam kompaniis

produqtis _ haeris ionizirebuli

gamwmendis yovelTviuri reali-

zacia 49%-iT gazarda.

amgvarad, pirdapiri gamoxmaure-

bis satelevizio reklamebi

mxolod ron popeilis interesis

sfero ar aris. am modelis gamo-

yeneba, axla ukve, mravalma mar-

ketologma daiwyo. ras uqadis mo-

mavali pirdapiri gamoxmaurebis

industrias? moicadeT, jer kidev

yvelaferi win aris!

wyaro: Jack Neff, “Direct ResponseGetting Respect,” Advertising Age, January20, 2003, p.4; Paul Miller, “Sharper ImageTunes in to Infomercials,” Catalog Age,February 2001, p.12; Bridget McCrea,“Removing the Blemishes,” Response,March 2003, pp. 32-34; “Nearly Two-Thirdsof Americans Are Expose to Direct ResponseTV,” Research Alert, March 21, 2003,p.9;Millie Takaki, “Now Available,” SHOOT,April 25, 2003, p.11; “PharmaceuticalInfomercial,” Back Stage, April 18, 2003,p.37; Dean Tomasula, “Sharper Image SharesSoar on Ionic Breeze,” July 18, 2003,accessed online at www.zephyr-media.com.


nnaaxxaazzii 1133..55integrirebuli pirdapiri marketinguli kampania

iinntteeggrriirreebbuullii ppiirr--

ddaappiirrii mmaarrkkeettiinnggii

(Integrated direct mar-keting)kampaniebi, romlebic

iyeneben pirdapiri

marketingis ramoden-

ime saSualebas, raTa

gaaumjobeson ukuge-

bis done da mogeba.

iinntteeggrriirreebbuullii ppiirrddaappiirrii mmaarrkkeettiinnggiiZalian xSirad, kompaniis pirdapiri marketingis sxvadasxva saSualeba ar aris

erTmaneTTan an marketinguli kompleqsis sxva elementebTan integrirebuli.

magaliTad, firmis mediareklamirebas SesaZloa marTavdes sareklamo saa-

gento,fostiT da katalogiT pirdapir marketings ki _ specialisti, xolo veb-

gverdis ganviTareba da eqspluatacia gareSe firmis xelSi iyos.

ufro Zlieri midgomaa iinntteeggrriirreebbuullii ppiirrddaappiirrii mmaarrkkeettiinnggii, romelic

koordinirebuli kampaniebis Catarebas gulisxmobs. aseT kampaniebs myidvelTa

gamoxmaurebis mniSvnelovnad gazrda SeuZlia. maSin, rodesac mxolod pir-

dapiri fostiT SesaZlebelia 2-procentiani reagirebis mopoveba, veb-gverdebis

an ufaso satelefono nomrebis damatebam es maCvenebeli SesaZloa 50 procen-

tamde gazardos. kargad SemuSavebuli gamavali satelefono marketingis

damateba ki gamoxmaurebis kidev 59%-iT gazrdas gamoiwvevs. regularul fos-

taze interaqtiuli marketinguli arxebis damatebiT, 2-procentianma reagirebam

SesaZloa 15 procents gadaaWarbos.

13.5 suraTze naCvenebia integrirebuli pirdapir-marketinguli kampaniis

modeli, romelic iyenebs sxvadasxva saSualebas da ramdenime etapisagan

Sedgeba. fasiani reklamis meSveobiT xdeba produqtis cnobadobis gazrda da

myidvelebis mxridan satelefono, safosto an internetismieri gamoxmaurebis

stimulireba. pirebi, romlebic kompanias ukavSirdebian, SemdgomSi, Sesabamis

informacias iReben pirdapiri an eleqtronuli fostis saSualebiT. amis

Semdeg, ramdenime dReSi, kompania maT urekavs da SekveTis miRebas cdilobs.

zogierTi potenciuri klienti SekveTas telefoniT an kompaniis veb-gverdis

meSveobiT akeTebs, zogierTi ki kompaniis warmomadgenelTan pirispir

Sexvedras iTxovs. aseTi kampaniis dros, marketologebi cdiloben iseTi

RonisZiebebis Catarebas, romlebic mogebis da ara xarjebis zrdas uwyobs

xels.

ssaajjaarroo ppoolliittiikkiissaa ddaa eeTTiikkiiss ssaakkiiTTxxeebbii ppiirrddaappiirr mmaarrkkeettiinnggSSiiurTierToba, pirdapir marketologebsa da momxmareblebs Soris, ormxrivad

mogebiani unda iyos. Tumca, zogierTi marketologis agresiulma da saeWvo

qmedebebma SesaZloa momxmarebeli Seawuxos an avnos maT, rac mTeli indus-

triis reputacias laxavs. cudad mopyrobis magaliTi SesaZloa iyos martivi

eqscesi, usamarTlo saqcieli, aSkara sicrue an sulac TaRliToba. pirdapiri

marketingis industria dgas iseTi problemis winaSec, rogoricaa myidvelis

konfidencialuri informaciis gasxviseba.

cota xniT SeCerdiT da ganixileT pirdapiri marketingis gavlena Tqvens

cxovrebaze.

�� ukanasknelad rodis iyideT produqti pirdapiri marketingis saSuale-

biT? ra iyideT da ratom? bolos rodis TqviT uari pirdapiri mar-

ketingis SemoTavazebaze? am gamocdilebaze dayrdnobiT, ra rCevas

miscemdiT pirdapir marketologebs.

�� momavali kviris ganmavlobaSi Tvalyuri adevneT pirdapir marketingul

SeTavazebebs. Semdeg, ganixileT isini wyaroebis mixedviT. ra mogwonT

da ra ara? saukeTesod ergeba Tu ara TiToeuli SeTavazeba mis (Tqvens)

mizans? romeli ar ergeba da ratom?

SSeerrwwyymmaakkoonncceeffcciieebbiiss

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii


ggaaRRiizziiaanneebbaa,, uussaammaarrTTlloobbaa,, ssiiccrruuee ddaa TTaaRRlliiTToobbaa.. pirdapiri marketingis

RonisZiebebis siWarbe, xandaxan, momxmarebels aRizianebs an, ubralod, ar

siamovnebs. bevr Cvengans ar moswons Zalian xmamaRali, grZeli da daJinebuli

myisieri gamoxmaurebis satelevizio marketingi. gansakuTrebiT mosabezrebe-

lia sadilis dros an gvian RamiT ganxorcielebuli satelefono zari. momx-

mareblis gaRizianebis garda, zogierT pirdapir marketologs impulsuri an

naklebad gamocdili myidvelis SecdenaSi adanaSauleben. rogorc Cans, yve-

laze metad damnaSave satelevizio inforeklamebia. isini gviCveneben mSvidad

molaparake wamyvans, gulmodgined dadgmul scenas, mimzidvel fasebsa da

Sesyidvis martiv formas. amiT cdiloben, yidvisaTvis naklebad ganwyobili

myidveli daaintereson.

metic, e.w. ficxi movaWreebi iseT korespodencias agzavnian, rom myidveli

SecdomaSi SehyavT. zogjer, momxmareblis motyuebaSi cnobil marketologeb-

sac ki adanaSauleben. axlaxan, Publishers Clearmg House-ma 52 milioni dolari

gadaixada braldebisaTvis, romlis Tanaxmad misma korespodenciam SecdomaSi

Seiyvana an daabnia momxmarebeli, gansakuTrebiT ki, mozardebi. werilebSi

miTiTebuli iyo,rom, kompaniis Jurnalebis Sesyidvis Semdeg, myidveli moigebda

sxvadasxva saxis prizebs, rac sinamdviles ar Seesabameboda.46

zogierT marketologs abraleben, rom, marketinguli kvlevis Catarebis

dros, myidvelebs mimaniSnebel SekiTxvebs usvams, rac momxmarebels ama Tu im

sakiTxSi SecdomiT arwmunebs. agreTve, gamravlda maqinaciuri sqemebi, rogore-

bic aris sainvesticio afiora an telefonis meSveobiT Semowirulobebis

Segroveba. arakeTilsindisieri pirdapiri marketologebis daWera rTulia,

vinaidan momxmareblebs maTTan mxolod wuTieri urTierToba aqvT. rodesac

myidveli mixvdeba, rom motyuvda, qurdi ukve sxvagan aris da axal afioraze

muSaobs.

kkoonnffiiddeenncciiaalloobbiiss xxeellyyooffaa.. konfidencialobis xelyofa, savaraudod, pir-

dapiri marketingis industriis yvelaze aqtualuri sakiTxia. dRes, rodesac

momxmarebeli iyenebs sakredito baraTs, iwers Jurnals an produqts, telefo-

nis, internetis an fostis meSveobiT, misi monacemebi kompaniis monacemTa

bazaSi xvdeba. am bazebis meSveobiT, kompiuterul teqnologiebze dayrdnobiT,

pirdapir marketologebs SeuZliaT TavianTi gayidvebis RonisZiebaTa

`mikrogamizvna”.

amiT momxmarebeli, xSirad, sargebels naxulobs – igi iRebs sakuTar intere-

sebze morgebul sul ufro met SeTavazebas, Tumca, bevri kritikosi SiSobs, rom

SesaZloa marketologma Zalian bevri icodes momxmareblis Sesaxeb da borotad

gamoiyenos es informacia. isini amtkiceben,rom monacemTa bazis farTo gamoyeneba

momxmareblis konfidencialobas, garkveulwilad, xelyofs.

magaliTad, ismis SekiTxva: unda hqondes Tu ara AT&T-s ufleba, marke-

tologebs mihyidos im momxmareblebis gvarebi, romlebic xSirad rekaven

katalogiT movaWre kompaniebis nomrebze? unda gaxados Tu ara AmericanExpress-ma xelmisawvdomi Tavisi baraTebis milionobiT mflobelis monacemebi?

ramdenad SeuZliaT sakredito biuroebs Seagrovon da gayidon im xalxis

siebi,romelTac, bolo dros, maT kreditisTvis mimarTes. an sworia Tu ara,rom

saxelmwifom gayidos marTvis uflebis mflobelTa saxelebi da misamarTebi,

maTi simaRlis, wonisa da sqesis miTiTebiT,rac, magaliTad, tansacmlis sacalo

movaWres saSualebas miscemda, gansakuTrebulad maRali da mZimewoniani

adamianebisaTvis pirdapir SeeTavazebina specialuri tansacmeli.

zogjer, monacemTa bazis Seqmnis dros, kompaniebi Zalian Sors midian.

magaliTad, rodesac Intel-ma pirvelad waradgina `pentium III”-is procesorebi,

isini Seicavdnen seriul nomrebs, romelTa saSualebiTac kompanias momxmareb-

lis aRWurvilobisaTvis Tvalyuris devneba SeeZlo. am sakiTxze myidvelTa

advokatebis Sesabamisi reagirebis Semdeg, Intel-ma es programa Sewyvita.

analogiurad, rodesac Microsoft-ma Windows 95 waradgina, igi iyenebda `regis-

traciis jadoqars”, rac momxmarebels kompiuteruli programis internetiT

registrirebis saSualebas aZlevda. magram, registraciisas, Microsoft-i momxmare-blis personaluri kompiuteris konfiguraciebs `kiTxulobda”, raTa gaego, Tu

romeli kompiuteruli programebi qonda mas dayenebuli. rodesac momxmare-

blebma am xelyofis Sesaxeb Seityves, maT xmamaRali protesti gamoTqves da


Microsoft-mac am praqtikaze uari ganacxada. dRes, ara mxolod msxvil kompaniebs SeuZliaT piradul informaciaze

xelmisawvdomobis mopoveba. sainformacio teqnologiebis ganviTarebam aseTi

SesaZlebloba TiTqmis yvela bizness mianiWa. magaliTad, erT-erTi baris

mflobeli, piradobis Sesamowmebeli martivi, iaffasiani mowyobilobis yidvis

Semdeg, mixvda, Tu ra Zala aqvs informacias.

yovel kviras, bostonis bar Rack-Si, daaxloebiT, 10,000 adamiani

dadis... erTmaneTis miyolebiT, isini Sveicars marTvis mowmobebs

awodeben, romelic maT specialur mowyobilobaSi atarebs. Tu mow-

moba ZalaSia da misi mflobeli 21 welze metis aris, maSin wiTeli

naTura acimcimdeba da mflobelsac barSi uSveben. magram momxmare-

blebis umetesobam ar icis, rom mowyobiloba agreTve iwers mowmobis

ukan, monacemebis Sav zolSi ganTavsebul informacias (saxels,

misamarTs,dabadebis TariRsa da sxva pirad monacemebs,sadac simaRle,

Tvalis feri da zogjer socialuri usafrTxoebis nomeric ki aris

registrirebuli). `Sen mxolod erTxel gaatareb mowmobas da, sul

raRac wamebSi, viRacis mTeli cxovreba Sens Tvalwin aRmoCndeba, _

ambobs baris mflobeli pol barklei, _ es, TiTqmis, faruli

TvalTvalia.” mister barkleim es manqana im mizniT SeiZina, rom aras-

rulwlovani, msmeli da yalb mowmobiani momxmarebeli barSi ar

SeeSva, magram male aRmoaCina, rom mas SeeZlo personalur monacemTa

bazis Seqmna, romelic mas klientebis Sesaxeb piraduli informaciiT

uzrunvelyofda. `es mxolod piradobis Sesamowmebeli manqana ar

aris, _ ganacxada man, _ es iaraRia”. dRis nebismier periodSi, barkleis

SeuZlia Tavisi klienturis dayofa sqesis, asakis, safosto kodis an

sxva maxasiaTeblebis mixedviT. Tu amis survili eqneba, mas SeuZlia

gaigos, ramdeni qera Tu

Savgvremani qalbatoni iyo

konkretul dros barSi an mis

ramden momxmarebels ewyeba

saxeli aso `m”-ze.47

aseTma midgomam da informaciis

amgvarma gamoyenebam didi interesi

da kamaTi gamoiwvia kompaniebs, momx-

mareblebsa da saxelmwifo poli-

tikis gamtareblebs Soris. momxmare-

blis konfidencialoba mTavar

sakiTxad iqca.

pirdapiri marketingis indrus-

tria yuradRebiT ekideba eTikis

sakiTxebs. magaliTad, pirdapiri mar-

ketingis asociaciam (DMA _

umsxvilesi asociacia, romelic

mxars uWers im biznesebs, kerZod ki

4,600-ze met kompanias, romelic

interaqtiul da monacemTa bazis

marketings iyenebs) SeimuSava `konfi-

dencialobis piroba amerikeli

momxmareblisaTvis”. igi DMA-isyvela wevrisagan zedmiwevniT

moiTxovs momxmareblebis konfiden-

cialobis sagangebid SemuSavebuli

wesebis dacvas. wevrebi SeTanxmdnen

imis Taobaze, rom momxmarebeli

Caayenon saqmis kursSi, rodesac maT

Sesaxeb arsebuli nebismieri piradi informacia gaqiravdeba, gaiyideba an

gaicvleba. xandaxan, momxmarebeli moiTxovs, rom ama Tu im kompaniisgan aRar miu-

vides werili, aRar miiRos satelefono zari an sxva SeTavazeba. am SemTxvevaSi,

■ DMA-is `konfidencialobis piroba amerikeli momxmareblisaTvis"

cdilobs, safuZveli Cauyaros momxmarebelTa konfidencialobas da yvela

wevrisagan moiTxovs momxmarebelTa konfidencialobis sagangebod

Camoyalibebuli wesebis dacvas.


aRweven sxvadasxva marketingul miznebs da

axorcieleben iseT saqmianobas, rogoric aris

produqciis gayidva da momsaxureba, myidvelTan

komunikacia da informaciis Segroveba. myid-

velze orientirebuli realizatorebi muSaoben

rogorc momxmarebelTa kmayofilebis, aseve kom-

paniis sargeblis Seqmnaze. am miznebis

sisruleSi mosayvanad, tradiciul gayidvasTan

dakavSirebul unar-CvevebTan erTad, realiza-

torebi marketinguli analizisa da dagegmvis

unar-Cvevebsac saWiroeben.

22.. ggaannssaazzRRvvrreeTT ddaa ggaannmmaarrtteeTT ggaayyiiddvveebbiiss ppeerr--

ssoonnaalliiss mmaarrTTvviiss eeqqvvssii ZZiirriiTTaaddii ssaaffeexxuurrii..

gayidvebis personalis marTva aris gayidvebis

personalis qmedebebis analizi, dagegmva,

ganxorcieleba da kontroli. igi moicavs

Semdeg etapebs: gayidvebis personalis muSaobis

strategiisa da struqturis SemuSaveba, maTi

SerCeva da daqiraveba, maTi wvrTna, anazRaurebis

sistemis SemuSaveba, maTze meTvalyureoba da

maTi qmedebebis Sefaseba.

gayidvebis personalis marTvis dros, unda

ganixilebodes Semdegi sakiTxebi: rogori

gayidvebis personalis rogori struqtura

imuSavebs saukeTesod (teritoriis, produqtisa

Tu myidvelis mixedviT)? ra zomis unda iyos ga-

yidvebis personali? vin iqneba CarTuli gayidve-

bis procesSi? rogor imuSavebsen erTad gayid-

vebSi CarTuli kompaniis sxvadasxva erTeuli

(Siga da gare realizatorebi, gunduri gayidva)?

Seuferebeli personalis daqiravebisa da

masTan dakavSirebuli xarjebis Tavidan asaci-

leblad, dakvirvebiT unda ganxorcieldes maTi

mozidvisa da SerCevis procesi. SerCevisaTvis,

sasurveli kriteriumebis Camosayalibeblad,

kompaniebs SeuZliaT Tvalyuri adevnon yvelaze

SevCerdeT da kidev erTxel gadavxe-

doT am Tavis ZiriTad koncefciebs.

wina, meTormete Tavi exeboda reklami-

rebas, gayidvebis stimulirebasa da

sazogadoebriv urTierTobebs. am

Tavma ki personaluri gayidvebi da pirdapiri

marketingi gagvacno.

personaluri gayidva da pirdapiri mar-

ketingi arsebul da potenciur myidvelTan

urTierTobisa da misi darwmunebis pirdapiri

iaraRebia. personalur gayidvebSi warmatebis

misaRwevad, kompaniam, pirvel rigSi, efeqturad

unda marTos gayidvebis personali. agreTve, kom-

pania kargad unda axorcielebdes momxmarebel-

Tan pirispiri kontaqtis formirebis process.

sagangebod SerCeul miznobriv momxmarebelTan

meti efeqturobis misaRwevad da masTan ufro

Zlieri, personaluri urTierTobis asagebad,

dRes, bevrma kompaniam pirdapir marketings

mimarTa.

11.. ggaanniixxiilleeTT kkoommppaanniiiiss ggaayyiiddvveebbiiss ppeerrssoonnaalliiss

rroollii mmoommxxmmaarreebblliissaaTTvviiss ffaasseeuulloobbiiss

SSeeqqmmnniissaa ddaa ssaammoommxxmmaarreebblloo uurrTTiieerrTToobbiiss aaggee--

bbiiss pprroocceessSSii..

kompaniebis umetesoba gayidvebis personalis

momsaxurebas iyenebs, romelic pirdapir

myidvelebTan muSaobs. xSirad, realizatori

kompaniasa da myidvels Soris erTaderT sakon-

taqto saSualebas warmoadgens, ris gamoc, igi,

myidvelis TvalSi, kompaniad aRiqmeba. yoveld-

Riuri moxmarebis saqonliT movaWre kompaniebis

SemTxvevaSi, romlebic produqcias Suamavlebis

saSualebiT yidian, momxmarebeli iSviaTad

xedavs an saerTod ar xvdeba maT realiza-

torebs.

realizatorebi, muSaobisas, efeqturad

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall

marketologebma myidveli aRar unda Seawuxon. DMA-m Seqmna safosto

(www.thedma.org/ consumers/ offmailinglist.html) da satelefono www.thedma.org/consumers/ offtele-phonelist.html) veb-portalebi, romelTa daxmarebiTac Se-saZlebeli gaxda im momx-

mareblebis sakontaqto monacemebis xmarebidan amoReba, romlebsac fostis an

sate-lefono zaris saxlSi miRebis sur-vili aRar aqvT.

pirdapir-marketologebma ician, rom, uyuradRebobis SemTxvevaSi, amgvari

problemebi gamoiwvevs momxmarebelTa sul ufro negatiur damokidebulebas,

reagirebis dabal koeficients da metad SemzRudav saxelmwifo da feder-

alur kanonebs. `konfidencialoba da momxmareblis nebarTva momxmareblis

ndobas, ndoba ki _ xangrZliv urTierTobas niSnavs,” _ ambobs erT-erTi

eqsperti. kompaniebi `momxmarebelTa ndobis sadarajoze unda idgnen da maTi

konfidencialoba unda daicvan.”48

pirdapiri marketologebis umetesobis survili momxmareblis survils

emTxveva: samarTliani da kargad SemuSavebuli marketinguli SeTavazeba

gamiznulia mxolod im momxmareblebisaTvis, romlebic mas daafaseben da

misiT dakmayofildebian. pirdapiri marketingi Zalian Zviria, raTa daixarjos

im momxmarebelze, romelsac amis survili ar gaaCnia.


warmatebuli realizatorebis saqmianobas da

Seqmnan Sesabamisi maxasiaTeblebis nusxa, Semdeg

ki, moZebnon msurvelebi sxva realizatorebis

rekomendaciebis, dasaqmebis saagentoebis, rekla-

mebis, internetis meSveobiT an kolejis studen-

tTa Soris. SerCevis procedura SesaZloa mrava-

lgvari iyos, dawyebuli calkeuli

araformaluri interviuebiT da testirebebiT

damTavrebuli. rodesac SerCevis procesi das-

ruldeba, treningis programa axal reali-

zatorebs gayidvis xelovnebas, aseve, kompaniis

istorias, mis produqciasa da samoqmedo

politikas, bazrisa da konkurentebis maxa-

siaTeblebs acnobs.

realizatorebis anazRaurebis sistema emsa-

xureba maT dajildoebas, motivaciis Seqmnasa da

marTvas. anazRaurebis gegma, xSirad, damokidebu-

lia gayidvebis samuSaos tipsa da realizato-

ris unarCvevebze. anazRaurebasTan erTad, yvela

realizatori saWiroebs meTvalyureobas, bevri

maTgani ki _ ganuwyvetel waxalisebas, rac da-

mokidebulia kompaniis mier realizatorebis

Sefasebaze. Sefasebisas kompania eyrdnoba ga-

yidvebis angariSebs, personalur dakvirvebebs,

momxmareblebis werilebsa da saCivrebs,gamokiT-

xvebsa da sxva realizatorebTan gasaubrebas.

33.. ggaanniixxiilleeTT ppeerrssoonnaalluurrii ggaayyiiddvviiss pprroocceessii

ddaa eerrTTmmaanneeTTiissggaann ggaannaassxxvvaavveeTT ggaarriiggeebbaazzee

oorriieennttiirreebbuullii mmaarrkkeettiinnggii ddaa uurrTTiieerrTToobbiiss

mmaarrkkeettiinnggii..

gayidvis procesi Svidi safexurisgan Sedgeba:

identifikacia da Sefaseba, SexvedrisaTvis mza-

deba, Sexvedra, prezentacia da demonstrireba,

winaaRmdegobis daZleva, gayidvis dasruleba da

gayidvis Semdgomi kontaqti.

es safexurebi marketologs exmareba ara

marto garigebaze orientirebuli gayidvis

dasrulebaSi, aramed myidvelTan urTierTobiTi

marketingis warmarTvaSic. realizatorebma

xeli unda Seuwyon kompaniebs mniSvnelovan

myidvelebTan xelsayreli, xangrZlivi urTier-

Tobebis CamoayalibebaSi.

44.. ggaannssaazzRRvvrreeTT ppiirrddaappiirrii mmaarrkkeettiinnggii ddaa

ggaanniixxiilleeTT mmiissii ssaarrggeebbeellii kkoommppaanniiiissaa ddaa

mmoommxxmmaarreebblliissaaTTvviiss..

pirdapiri marketingis praqtika gulisxmobs,

saTuTad SerCeul myidvelTan ufro Zlieri,

metad pirovnuli, individualuri urTierTobis

agebas. monacemTa bazis gamoyenebiT, pirdapiri

marketologebi axdenen TavianTi SeTavazebebisa

da komunikaciebis morgebas zustad gansazRvru-

li segmentebisa da individualuri myidvelebis

moTxovnilebebze.

myidvelisaTvis pirdapiri marketingi mo-

saxerxebeli, advilad gamosayenebeli da pira-

dulia. pirdapiri marketingi uzrunvelyofs

produqciisa da informaciis xelmisawvdomobas

rogorc saxlidan, aseve msoflios nebismieri

adgilidan. da bolos, pirdapiri marketingi

swrafi da interaqtiulia _ myidvels SeuZlia

gamyidvelTan telefoniT an veb-gverdis saSua-

lebiT dakavSireba, sasurveli informaciis

miReba, produqtisa Tu momsaxurebis konfi-

guraciis Seqmna da, Semdeg, adgilzeve SekveTa.

gamyidvelisaTvis pirdapiri marketingi

aris momxmarebelTan urTierTobis agebis

Zlieri iaraRi. dRes, monacemTa bazis

gamoyenebiT, marke-tologebs SeuZliaT patara

jgufebsa da individualur momxmareblebze

gasvla, maT moTxovnilebebze SeTavazebebis

morgeba da am SeTavazebaTa stimulireba perso-

nalizebuli komunikaciebis saSualebiT.

pirdapiri marketingi gamyidvels im myidvelis

xelmisawvdomobiT uzrunvelyofs, romelTan

dakavSirebac, sxva arxebis gamoyenebiT, misTvis

SeuZlebelia.

55.. ggaannssaazzRRvvrreeTT ddaa ggaanniixxiilleeTT ppiirrddaappiirrii mmaarr--

kkeettiinnggiiss ZZiirriiTTaaddii ffoorrmmeebbii..

pirdapiri marketingis ZiriTadi formebia:

personaluri gayidvebi, satelefono marketingi,

pirdapiri marketingi fostiT, katalogiT

gayidva, myisieri gamoxmaurebis satelevizio

marketingi, kiosk-marketingi da eleqtronuli

marketingi. am Tavis dasawyisSi Cven siRr-

miseulad ganvixileT personaluri gayidvebi,

xolo, me-14 TavSi ufro kargad gavecnobiT

eleqtronul marketings.

satelefono marketingi gulisxmobs momxma-

rebelsa da biznesmyidvelze produqciis pirda-

pir miyidvas telefonis saSualebiT. pirdapiri

marketingi fostiT gulisxmobs pirovnebisaTvis,

garkveul misamarTze, SeTavazebis, gancxadebisa

da sxva nivTebis gagzavnas. am bolo dros,

popularoba safosto miwodebis samma axalma

formam moipova: faqsma, el-fostam da xmovanma

fostam. zogierTi marketologi katalogiT

gayidvas iyenebs. myisieri gamoxmaurebis sate-

levizio marketingi, ZiriTadad, ori formisaa:

inforeklamebi da saojaxo Sesyidvebis telear-

xebi. kioskebi aris informaciisa da SekveTis

mimRebi danadgarebi, romlebsac kompaniebi

anTavseben maRaziebSi, aeroportebsa da sxva

adgilebSi. meToTxmete TavSi ganxiluli

eleqtronuli marketingi gulisxmobs eleqtro-

nul arxebsa da el-komercias, romelic momxma-

rebels eleqtronuli saSualebebiT akavSirebs

gamyidvelTan.


TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11.. momxmareblis yidvaSi darwmunebis

procesSi, ra dadebiTi da uaryofiTi

mxareebi gaaCnia personalur gayid-

vas reklamirebasTan SedarebiT?

22.. SeadareT erTmaneTs gayidvebis personalis

struqturireba teritoriisa da myidvelis

mixedviT. ra viTarebaSi SeiZleba kompaniam

gamoiyenos TiToeuli?

33.. saqmianoba, romelic potenciur klientTan

dakavSirebamde xorcieldeba, gayidvis procesSi

arsebiTi mniSvnelobis matarebelia. ganixileT

potenciuri myidvelis identifikaciis, Sexved-

ris wina da pirveli Sexvedris safexurebis ro-

li gayidvebis warmatebulad ganxorcielebis

procesSi.

44.. pirdapiri marketingi aris marketingis yve-

laze swrafad mzardi forma. ra sargebels

iRebs myidveli da gamyidveli marketinguli

komunikaciis kompleqsis am elementisgan?

55.. am TavSi warmodgenili iyo pirdapiri mar-

ketingis formebi: satelefono marketingi, pir-

dapiri marketingi fostiT, katalogiT gayidva,

myisieri gamoxmaurebis satelevizio marketingi

da kiosk-marketingi. gansazRvreT produqtebi,

romlebic pirdapiri marketingis TiToeul for-

mas Seefereba. ra faqtorebma ganapiroba Tqveni

arCevani?

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. ganixileT patara jgufebSi, Tu ra pozicia

aris Sesaferisi gayidvebis personalSi kole-

jis kursdamTavrebulisaTvis. Mmsjelobis

dros, Tqven unda aRniSnoT, Tu rogori samuSao

dRe eqneba mas, unda daasaxeloT warmatebis

misaRwevad saWiro misi pirovnuli maxasiaTeb-

lebi. dawereT sareklamo gancxadeba, romliTac

Tqven ganacxadebT vakansias realizatoris

poziciaze.

22.. Tqven gevalebaT Tqvens mier gamocxadebul

vakansiaze mosuli msurvelebis gancxadebebis

Sefaseba. jgufis TiToeulma wevrma klasSi un-

da waradginos reziume, Tavisi saxelis miTiTe-

bis gareSe. jgufma unda ganixilos, Tu ras miaq-

ceven yuradRebas kandidatis reziumeSi, rac maT

saSualebas miscems, aRmoaCinon damaxasiaTebeli

Tvisebebi. amis Semdeg, jgufma unda ganixilos

reziumeebi da SearCios ori kandidati, romleb-

sac mogvianebiT interviusaTvis daibareben.

33.. SearCieT produqti, romelic TqvenTvis nacno-

bia. CaatareT misi prezentacia da demonstri-

reba. sxva studentTan erTad, wyvilSi, monacvle-

obiT, gaiTamaSeT `realizatorisa” da

`potenciuri myidvelis” rolebi. realizatorma

myidvels unda uambos am produqtis Sesaxeb,

xazi gausvas sargebels da aCvenos, rogor

SeuZlia am produqts myidvelis problemebis

gadaWra. potenciuri myidveli ki realizators

unda SeewinaaRmdegos, raTa man SeZlos am

winaaRmdegobis daZleva. gayidvis rolebis

gaTamaSeba realizatoris mier gayidvis dax-

urvis mcdelobiT unda dasruldes. sxva stu-

dents SeuZlia am urTierTobis ganxilva da

realiztorebis kritikulad Sefaseba.

iimmooggzzaauurreeTT

ggaayyiiddvveebbiiss ggaarree ppeerrssoonnaallii Outside sales force (field((ssaavveellee rreeaalliizzaattoorreebbii)) sales force) ggaayyiiddvveebbiiss ppeerrssoonnaallii Sales Forceggaayyiiddvveebbiiss ppeerrssoonnaalliiss mmaarrTTvvaa Sales force managementggaayyiiddvveebbiiss ppeerrssoonnaalliiss ssttrruuqq-- Customer sales forcettuurriirreebbaa mmyyiiddvveelleebbiiss mmiixxeeddvviiTT structure ggaayyiiddvveebbiiss ppeerrssoonnaalliiss ssttrruuqq-- Product sales forcettuurriirreebbaa pprroodduuqqttiiss mmiixxeeddvviiTT structure ggaayyiiddvveebbiiss ppeerrssoonnaalliiss tteerriittoo-- Teritorial sales forcerriiuullii ssttrruuqqttuurriirreebbaa structureggaayyiiddvveebbiiss SSiiggaa ppeerrssoonnaallii Inside sales forceggaayyiiddvviiss ddaassrruulleebbaa Closingggaayyiiddvviiss pprroocceessii Selling processggaayyiiddvviiss SSeemmddggoommii kkoonnttaaqqttii Follow-upiinntteeggrriirreebbuullii ppiirrddaappiirrii Integrated direct marketingmmaarrkkeettiinnggiikkaattaallooggiiTT ggaayyiiddvvaa Catalog marketing

mmyyiissiieerrii ggaammooxxmmaauurreebbiiss Direct-response televisionssaatteelleevviizziioo mmaarrkkeettiinnggii marketingppeerrssoonnaalluurrii ggaayyiiddvvaa Personal sellingppiirrddaappiirrii mmaarrkkeettiinnggii Direct Marketingppiirrddaappiirrii mmaarrkkeettiinnggii ffoossttiiTT Direct-mail marketingppootteenncciiuurrii mmyyiiddvveelliiss iiddeennttii-- Prospectingffiikkaacciiaa ddaa SSeeffaasseebbaa

pprreezzeennttaacciiaa ddaa ddeemmoonnssttrriirreebbaa Presentationrreeaalliizzaattoorrii Salespersonssaarreeaalliizzaacciioo kkvvoottaa Sales quotasssaatteelleeffoonnoo mmaarrkkttiinnggii TelemarketingSSeexxvveeddrraa ApproachSSeexxvveeddrriissaaTTvviiss mmzzaaddeebbaa PreaproachwwiinnaaaaRRmmddeeggoobbiiss ddaaZZlleevvaa Handling objectionsgguunndduurrii ggaayyiiddvvaa Team selling


Dunkin’ Donuts-is biznessituacia

ganTavsebulia wignis bolos,

danarTSi #1.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa

gayidvebis marTvaSi udidesi wili

kadrebis SerCevasa da samsaxurSi

ayvanaze modis. arsebobs mTeli rigi

saxelmwifo da federaluri kano-

nebisa, romlebic kadrebis menejers

gasaubrebaze kandidatisTvis dasasmel kiTxvebs

karnaxobs. rogorc wesi, kadrebis menejerma

unda dasvas kiTxvebi, romelTa saSualebiT igi

pirdapir miiRebs informacias kandidatis unar-

Cvevebze. man ar unda dasvas kiTxvebi, romlebic

kandidatis diskriminacias gamoiwvevs (asaki,

uunaroba, sqesi, nacionaluri warmoSoba, rasa Tu

religiuri mrwamsi). Seuferebel kiTxvebs Soris

aris: xarT Tu ara daqorwinebuli? ramdeni

wlis brZandebiT? sad daiba-deT? dadiaxarT Tu

ara eklesiaSi regularulad? xarT Tu ara namy-

ofi patimrobaSi? apirebT Tu ara iyolioT

bavSvebi?

11.. ra daniSnuleba aqvT im kanonebs, romelTa

ZaliTac zemoT CamoTvlili kiTxvebi ukanonod

cxaddeba?

22.. intervius dros, Tu dagisvamen am kiTxvebidan

erT-erTs, ra pasuxs gascemT? reagirebis ra

saSualebebs gamoiyenebT?

33.. ra etapebi unda gaiaros organizaciam, raTa

Seamciros intervius dros dasasmeli Seufere-

beli kiTxvebi?

eeTTiikkiiss ssaammyyaarrooSSii

tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

klientebis marTvaSi daxmarebis gasaw-

evad, bevri kompania realizatorebs

gayidvebis avtomatizirebul pro-

duqtebs axmars. ewvieT savaWro avto-

matebis am sam veb-gverds (www.salesforce.com,www.avantgo.com/frontdoor/corpfrontdoor.htmldawww.upshot.com)

da waikiTxeT informacia maTi produqciis Sesaxeb.

Semdeg ki, pasuxi gaeciT kiTxvebs:

11.. ra saxis saqmianobaSi SeiZleba daexmaros

realizatorebs gayidvebis avtomatizirebuli

produqtebi?

22.. Tqven dagevalaT, SeiZinoT kompaniisaTvis

gayidvebis avtomatizirebuli sistema. ra

kiTxvebs dausvamT savaWro agents?

33.. ra winaaRmdegobebi SeiZleba hqondes real-

izators aseTi sistemis danergvisas? ra zomebis

miReba aris saWiro am winaaRmdegobebis

dasaZlevad?


banki `respu-

blika~ yve-

laze xangrZlivi istoriis mqone bankia saqarT-

veloSi. momxmareblis moTxovnebze misadagebuli

sabanko politikis, mrvalwliani efeqtiani mar-

Tvis da sabanko saqmianobis SefasebiT maCveneb-

lebSi miRweuli warmatebebis Sedegad man wamy-

vani adgili daimkvidra qveynis sabanko seqtorSi.

bank `respublikaSi~ dasaqmebulia 500 adami-

ani, misi momsaxurebis qseli ki 19 filialsa da

serviscentrs moicavs.1

daarsebis dRidan bankis saqmianoba korpo-

raciul segmentze iyo orientirebuli da arse-

bul klientebs Soris igi soliduri

reputaciiT sargeblobda.

2005 wels saqarTveloSi arsebuli 19 bankidan

bazris 95% koncentrirebuli iyo 5 lider

bankSi, romelTa Soris iyo banki `respublika~,

misi wili (7%) mTlian sabanko aqtivebSi im

periodisaTvis sakmaod dabal maCvenebels war-

moadgenda.2

2004 wlisaTvis sabanko seqtorSi korpo-

raciulma bazarma zrda Seanela, ramac

gaamZafra konkurencia. amgvari tendeciis

gagrZeleba mniSvnelovnad Seanelebda bankis

zrdis temps – arsebuli konkurencia da

aramzardi korporaciuli bazari realurad

gamoiwvevda bankis sabazro wilis Semcirebas

konkurentebis wilis zrdis xarjze. aseT

pirobebSi bankis menejmentma miiRo

gadawyvtileba, gasuliyo fizikuri pirebis

bazarze. msgavsi strategiuli xasiaTis

cvlilebis ganxorcieleba Zalze seriozul

midgomas moiTxovda.

SesaZlo problemebis gamovlenis da Tavidan

acilebis mizniT bank `respublikis~ marketingis

samsaxurma ganaxorciela bazris marketinguli

kvleva. gamokiTxul iqna 1000 respondenti

Tbilisis masStabiT. kvleva miznad isaxavda

gaerkvia bankis cnobadobis done fizikuri pire-

bis bazarze. es menejments miscemda saSualebas,

ganesazRvra bankis konkurentebi, ra gzebiT

moxdeboda saxelisa da imijis damkvidreba

fizikuri pirebis bazarze da amasTan

dakavSirebuli swori marketinguli aqtivoba.

kvlevis Sedegad gamovlinda, rom bank

`respublikis~ cnobadoba pirveladi gaxsenebiT

1.9%-s, xolo daxmarebiT 44.4%-s Seadgenda, rac

sakmaod dabali maCvenebelia bankisaTvis,

romelic Sedis lideri bankebis xuTeulSi.3

ganxorcielda bankis komunikaciuri auditi,

romelmac gamoavlina garkveuli Seusabamobebi,

kerZod, miuxedavad imisa, rom:

■ banki `respublika~ saqarTveloSi yvelaze

xangrZlivi istoriis mqone bankia, momxmare-

blebma da TanamSromlebma is daaxasiaTes

rogorc `axalgazrda~ banki.

■ banki saTavazobs klientebs bazarTan

SedarebiT dabal tarifebs, momxmareblebma ki

miuTiTes bankSi arsebul maRal tarifebze.

amave dros, momxmareblebi srulad ar flobd-

nen informacias bankSi fizikur pirTaTvis

gankuTvnili produqtebis Sesaxeb.

amave dros, banki SerCevis ZiriTad kriteri-

umebad daasaxeles iseTi dadebiTi maxasiaTeb-

lebi, rogorebicaa: `operatiuli~, `moqnili~,

`kompaqturi~. kvlevam aseve aCvena, rom oper-

atiuli, xarisxiani momsaxureba da profesion-

ali, Tavaziani kadrebi bank `respublikis~ yve-

laze Zlieri mxareebi iyo.

aseT viTarebaSi marketingis ganyofilebas

daevala, SeemuSavebina da ganexorcielebina kom-

pleqsuri marketinguli strategia sami

mimarTulebiT: poziciis Secvla, cnobadobis

gazrda da axali saimijo parametrebis dan-

ergva. Catarebuli RonisZiebebi gaxdeboda

bankis axal segmentze – fizikuri pirebis

bazarze gadayvanis winapiroba. amisaTvis ki

aucilebeli iyo bankis asocireba iseT

maxasiaTeblebTan, rogorebicaa: `Zlieri~, `sta-

biluri~, `mizanmimarTuli~ da `gamocdili~,

vinaidan Catarebuli kvlevis Sedegebi bankis

SerCevis mTavar kriteriumebs warmoadgendnen.

aRsaniSnavia isic, rom cvlilebebi unda momx-

dariyo SezRuduli marketinguli biujetis

farglebSi: gamoiyo 783 000 lari, maSin, rodesac

pirdapiri konkurenti bankebis: TBC-sa da

`saqarTvelos bankis~ imave periodis mar-

ketinguli biujetebi, sul mcire, 2-jer meti iyo.4

mmaarrkkeettiinngguullii xxaarrjjeebbii ((bbaannkkeebbiiss mmooggeebbaa--zzaarraalliiss

uuwwyyiissSSii ddaaffiiqqssiirreebbuullii TTaannxxaa llaarreebbSSii))

TBC PCB BoG Rep Bazis Cartu

2003 1 195 860 1 237 973 674 104 117 936 25 214 46 937

2004 1 792 000 3 398 000 1 746 000 123 299 187 000 434

2005 2 040 000 2 972 000 1 652 000 614 000 107 000 95 000

20065 2 486 975 2 571 858 3 154 321 981 194 83 737 179 347

Total 7 514 835 10 179 831 7 226 425 1 836 429 1 836 429 321 718

qqaarrTTuullii bbiizznneessssiittuuaacciiaa

1 bank `respublikis~ wliuri angariSi, 2005 w.

2 ACT jgufis kvlevis Sedegebi

3 ACT jgufis kvlevis Sedegebi

4 erovnuli bankis mier gamoqveynebuli masalebi

5 2006 wlis 30 ivnisis mdgomareobiT

bbaannkkii `̀rreessppuubblliikkaa~~ __ wwaarrmmaatteebbuullii ssvvllaa `̀ssoossiieettee JJeenneerraalliissaakkeenn~~


bankis axali strategiis Sesabamisad ganxor-

cielda integrirebuli marketinguli kampania,

romelic moicavda:

aaqqttiiuurr iinnssttiittuucciiuurr kkaammppaanniiaass::

■ 2005 wels ganxorcielda sareklamo kampania

`̀uurrTTiieerrTToobbiiTT vvaammddiiddrreebbTT eerrTTmmaanneeTTss~~.. asax-

avda ra bank `respublikis~ individualur

midgomas TiToeuli korporaciuli klienti-

sadmi, kampania miznad isaxavda banksa da

klients Soris gansakuTrebuli urTierTobis

xazgasmas. Sedegad gamyarda organizaciis

imiji da sazogadoebam dainaxa misi realuri

saxe, rac amave dros iyo winapiroba bankis

poziciis warmatebuli Secvlisa.

■ paralelurad ganxorcielda kampania presis

saSualebiT. qarTul da inglisurenovan

gamocemebSi sistematurad qveyndeboda masa-

lebi bankis moRvaweobis, miRwevebisa da

siaxleebis Sesaxeb.

ssaassppoonnssoorroo kkaammppaanniiaa::

■ bankma Tavisi sasponsoro aqtivoba ZiriTadad

sami mimarTulebiT ganaviTara: kulturis,

ganaTlebisa da sportis mxardaWera. aRsa-

niSnavia, 2005 wlis noemberSi wlis telesezo-

nis yvelaze skandaluri realuri Sous `jeo-

bari~ (30 000 mayurebeli) sponsoroba,

romelmac bankis cnobadoba mkveTrad ga-

zarda.

mmoovvlleennaaTTaa mmaarrkkeettiinnggii::

■ 2006 wlis ianvarSi bank `respublikis~

sameTvalyureo sabWos Tavmjdomarem b-ma

laSa papaSvilma miiRo gadawyvetileba, monaw-

ileoba mieRo realur SouSi `̀iiddeeaa,, ffuullii ddaa

eerrTTii SSaannssii~~.. sazogadoebam dainaxa

Tanamedrove yaidis daxvewili, moazrovne biz-

nesmeni da menejeri, ramac ganusazRvrelad

aamaRla bankis imiji da cnobadoba. mizno-

brivma segmentma – individualurma fizikurma

pirebma ara mxolod gaiges bankis arsebobis

Sesaxeb, aramed gaicnes misi sameTvalyureo

sabWos Tavmjdomare. aRniSnuli proeqti

Zalze mniSvnelovani aRmoCnda bankis strate-

giuli poziciis cvlilebebis TvalsazrisiT.

pprroodduuqqtteebbiiss ssaarreekkllaammoo kkaammppaanniiaa::

■ 2005 wlis dekemberSi daigegma axali

RonisZieba, romelic miznad isaxavda

depozitebis stimulirebas (gagrZelda 2006

wlis 31 ianvramde). bankma `respublikam~ momx-

marebels depozitebze yvelaze maRali sapro-

cento ganakveTi da wamaxalisebeli saCuqrebi

SesTavaza. Sedegad depozitebis portfeli 20

mln. lariT gaizarda, rac im periodisTvis

sabanko seqtorSi yvelaze maRal maCvenebels

warmoadgenda.

■ 2006 wlis ivlisSi bankma `respublikam~

pirvelma SesTavaza momxmarebels studenturi

sesxebi. aseve pirvelad saqarTveloSi stu-

dents mieca saSualeba, daewyo sesxis dafarva

swavlis dasrulebis Semdeg.

■ paralelurad ganxorcielda kampania presiT.

qarTul da inglisurenovan gamocemebSi sis-

tematurad warmoebda calkeuli produqtebis

aqtiuri kampania.

Catarebuli RonisZiebis Sedegebma yovelgvar

molodins gadaaWarba, bankis cnobadoba 1 wlis

ganmavlobaSi gaizarda da 80%-s miaRwia, bankis

aqtivebi ki 106%-iT gaizarda.

2006 wlis 15 seqtembers evrozonaSi arse-

bulma erT-erTma umsxvilesma finansurma insti-

tutma `sosiete Jeneralma~ (Société Générale Group)SeiZina bank `respublikis~ aqciaTa sakontrolo


paketi. gadawyvetileba bankis aqciaaT paketis

yidvis Taobaze dafuZnebuli iyo ara mxolod

bankis finansur maCveneblebze, aramed bankis

mdgrad da efeqtian ganviTarebaze.

momxdari cvlilebebidan gamomdinare, bank

`respublikis~ strategiaSi aucilebeli gaxda

kobrendingis mimarTulebiT muSaoba. `sosiete

Jeneralis~ politikidan gamomdinare, Seicvala

logos ferebi, heraldika, slogani, ris Sedega-

dac bankis vizualuri saxe mTlianad miesadaga

`sosiete Jenerali jgufis~ korporaciul imijs.

SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))

11.. ra axali maxasiaTeblebi unda hqondes bank

`respublikas~ momxmareblis cnobierebaSi?

22.. romeli prioritetuli bazari unda airCios

bankma `respublikam~, Tu gaviTvaliswinebT,

rom `sosiete Jenerali jgufi~ orientirebu-

lia sacalo segmentze? gaiTvaliswineT

bazarze arsebuli situacia.

33.. mizanSewonilad migaCniaT Tu ara sabanko mom-

saxurebaze fasebis zrda? an saprocento

ganakveTis Semcireba depozitebze?

44.. ra tipis sareklamo kampaniis danergvas ur-

CevT bankis axal menejments? ra ZiriTad

Setyobinebas miawodebT sazogadoebas? komu-

nikaciis romeli saSualebebis gamoyenebas

CaTvliT mizanSewonilad SetyobinebisaTvis?

Chapter 13

Documents

Transcript of Chapter 13