am Tavis Seswavlis Semdeg Tqven SeZlebT: 1. gansazRvroT da axsnaT gare da Siga faqtorebi, romlebic zegavlenas axdenen firmis faswarmoqmnis gadawyvetilebebze; 2. gamoyoT fasebis dawyebis sami ZiriTadi midgoma; 3. aRweroT faswarmoqmnis mTavari strategiebi imitirebuli da axali produqtisTvis fasis dadebis dros; 4. axsnaT, Tu rogor sazRvravs kompania fasebs ise, rom maqsimaluri mogeba miiRos arsebuli produqtis kompleqsidan; 5. imsjeloT imaze, Tu rogor aregulireben kompaniebi fasebs, raTa mxedvelobaSi miiRon sxvadasxva ti pis myidvelebi da situaciebi; 6. ganixiloT sakvanZo sakiTxebi, romlebic dakavSirebulia fasebis cvlilebebis wamowyebasTan da sapasuxo reaqciasTan.

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ideebis kvaldakval

Cven vagrZelebT Cvens marketingul mogzaurobas da yuradRebas vamaxvilebT marketinguli kompleqsis meore mniSvnelovan iaraRze faswarmoqmnaze. erTerTi faswarmoqmnis eqspertis mixedviT `Tu efeqturi produqtis ganviTareba, stimulireba da distribucia Tesavs biznes warmatebas, mosavlis saxiT viRebT efeqtur faswarmoqmnas~1. kargi faswarmoqmna ki, ganagrZobs eqsperti `moicavs balansis damyarebas momxmareblis survilTan, raTa miiRos kargi faseuloba da firmis moTxovnilebasTan, rom dafaros xarjebi da darCes mogebebi~. da mainc, miuxedavad misi mniSvnelobisa, bevri firma faswarmoqmnas kargad ver awarmoebs. am TavSi Cven gavecnobiT faqtorebs, romlebic gavlenas axdenen faswarmoqmnis gadawyvetilebebze, ZiriTad faswarmoqmnis midgomebze da specifikur faswarmoqmnis strategiebze. dasawyisisTvis, modiT SevixedoT erT-erT yvelaze dramatul, axal, swrafadcvalebad, internetis gavlenis qveS myof samyaroSi. 5 wlis win, Priceline.com SemoiWra veb istoriaSi ubralo, magram dauZleveli axali faswarmoqmnis koncefciiT. man SesaZlebloba misca momxmareblebs, daesaxelebinaT sakuTari fasebi Sesabamis produqtebze! es radikalurad axali idea aitaca sazogadoebam da dRes Priceline-i erT-erTi momgebiani veb-gverdia, Zalzed daujereblad JRers, ara? msgavsi ram mxolod internetSi xdeba.

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aTauri mTeli xmiT gaiZaxis: _ daasaxeleT sakuTari fasebi! fasdaklebebi 8,000-ze met umaRlesi klasis sastumroebSi! TviTmfrinaviT mozauroba 700-ze met daniSnulebis adgilamde! dazogeT gemiT gaseirnebisas yvelaze cnobili kruizis mimarTulebebze! axlave saxlis dafinansebisa da xelaxali dafinansebis dabali procentebi! rogorc Cveulebrivi mizidvis xerxebi Ramis frenis operatorebisgan? daujereblad JRers? ki, magram ara Priceline.com-ze, ara ise rogorc Yahoo-ze! Jurnalma Internet Line-ma sul axlaxans kompania Priceline-i daasaxela `saukeTeso garigebaTa brokerad~. veb-gverdebze Priceline-s gasdevs sityvebi: `vfiqrob, maSasadame vzogav!~ 1998 wels, axali momsaxurebis damfuZnebelma jei volkerma Seqmna Priceline-i, rogorc radikalurad axali internet momsaxureba. is emyareboda genialur martiv koncefcias mieciT saSualeba momxmarebels daasaxelon TavianTi fasebi, Semdeg gamoitanon is fasebi gamyidvelTa winaSe da naxon, vin wamoegeba ankesze! damfuZneblis azriT, aseTma garigebebma sargebeli moutana myidvelebsac da gamyidvelebsac. myidvelebma Sedegad miiRes SedarebiT dabali fasebi, gamyidvelebma ki Warbi sawarmoo Tu samomsaxureblo

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simZlavreebi gamoiyenes. miuxedavad koncefciis simartivisa, msgavsi `myidvelze gaTvlili komercia~ warmoadgenda tradiciuli faswarmoqmnis princi pebis dramatul uaryofas, rodesac gamyidvelebi da ara myidvelebi awesebdnen fasebs. da mainc, ideam gaamarTla. Priceline-i axla warmoadgens wamyvan internet momsaxurebas principiT daasaxeleT sakuTari fasebi. Priceline ZiriTadad exeba mogzaurobasTan dakavSirebul produqtebs, rogoricaa TviTmfrinavis bileTebi, sastumros oTaxebi, manqana qiriT, kruizebi da ardadegebi. vnaxoT rogor muSaobs is sastumros oTaxis daqiravebis magaliTze. Tavdapirvelad, Tqven irCevT Tqvens daniSnulebis adgils da sasurvel TariRs. didi qalaqis SemTxvevaSi, SegiZliaT gamoiyenoT Priceline-is rukebi, raTa SeaviwrovoT is teritoria, sadac mogindebaT gaCereba. Tqven aseve SegiZliaT SearCioT sastumroTa ti pebi, sadac gsurT dabinaveba es iqneba erTvarskvlaviani (`ekonomiuri sastumroebi, romelic uzrunvelyofilia komfortiT da aranairi gadaWarbebuli pewi ar aqvs~) Tu xuTvarskvlaviani sastumro (`saukeTeso, sadac dabinaveba mxolod SeZlebulebs ZaluZT~). mieciT Priceline-s Cveulebrivi informacia gadaxdebis Sesaxeb, Tqveni sakredito baraTi da gadawyviteT, ramdenis SeTavazebas inebebdiT safasurad! daaWireT kompiuteris Tagvs `Cemi sastumros oTaxis yidvaze~ da mSvidad daelodeT, sanam Priceline-i moagvarebs saqmes. 15 wuTSi, is Tqvens el-fostaze agzavnis informacias. Tu Tqvens mier dasaxelebul fasad miiReT TqvenTvis aradamakmayofilebeli sastumro, gaimeoreT sakuTari fasi mogvianebiT. Tu Priceline-i daakmayofilebs Tqvens moTxovnas, is myisve asrulebs Tavis movaleobas da xsnis Tanxas Tqveni sakredito baraTidan aranairi xelaxali dafinanseba, arc cvlilebebi Tu gauqmebebi is ubralod gatyobinebT im adgils, sadac dabinavdebiT. sakuTari fasebis dasaxelebis koncefcias internetSi pirdapiri kavSiri aqvs momxmarebelTan. es iwyeba kargi faseulobis mqone winadadebiT namdvilad dabali fasebis miRebiT. garda amisa, `sakuTari fasis dasaxeleba kargi ankesia. misi xelSi Cagdeba gamarjvebis sawindaria,~ - ambobs Priceline-is marketingis aRmsrulebeli. Sedegad, Priceline-i sul ufro da ufro met momxmarebels izidavs. misi myidvelTa baza gaizarda TiTqmis 17 milion momxmareblamde, 9 milioni adamiani ki yoveldRiurad stumrobs Priceline-is saits. uaxlesi monapovaris meSveobiT Lowestfare.com-is SeZenis wyalobiT da iseT kompaniebTan partniorobiT, rogoricaa eBay da AOL-i, bolo wlebSi Priceline-ma Tavisi qseluri auditoria 810 procentiT gaafarTova da axla unikaluri vebgverdis momxmarebelTa ricxvi 85 milionia. 1998 wlidan dawyebuli, rodesac Priceline Seudga saqmianobas, man gayida 15 miloni aviabileTi, 7 milioni sastumro oTaxi/RameSi, da 6.5 milioni manqana qiriT/dReSi miuxedavad sakmaod mokrZalebuli fasebisa, gamyidvelebic iReben sargebels Priceline-is momsaxurebebiT. is gansakuTrebiT momxibvlelia, maTTvis vinc yidis iseT produqtebs, romlebic `mgrZnobiareni arian drois mimarT~. `Tu aviaxazebi an sastumroebi ar yidian adgilebs garkveul frenaze, Tu oTaxebs garkveuli RamisTvis, es aqtivebi gaufasurdeba. msgavsi biznesebi Priceline-sTvis ki bunebrivia~, _ dasZens analitikosi. Priceline fuls akeTebs ararealizebuli (darCenili) oTaxebis, adgilebis an saardadegebo sagzurebis (paketebis) didi fasdaklebebiT SeZenis dros. is Semdeg amatebs Tavis safasurs da yidis momxmareblebze 12%-iani fasnamatiT. ase magaliTad, 215 dolariani TviTmfrinavis bileTiT, Priceline iRebs daaxloebiT 35 dolaris mogebas, rac didia im 10 dolarian mogebasTan SedarebiT, romelsac iRebs tradiciuli samogzauro centris agenti. miuxedavad warmatebebisa Priceline gadaawyda uzarmazar barierebs. magaliTad: ara yvela produqtis realizatori Tanxmdeba Priceline-is ucnaur biznes models. kompania waawyda araTanabar warmatebas, rodesac Seecada gaezarda Tavisi SesaZleblobebi samogzauro sferos miRma. miuxedavad imisa, rom is sxvadasxva kategoriebSi sTavazobs fasebs _ rogoricaa saxlis dafinansebis produqtebi (saxlis dagiraveba, refinansireba da saxlis aqciebze sesxebi), an im produqtebisa da momsaxurebebis gayidva, romelic araa mgrZnobiare drois mimarT _ garkveul siZneleebs mainc awydeba. Priceline-ma amaod scada warmatebis mopoveba mravalferovani produqciis gayidviT, maT Soris iyo axali manqanebi da saqalaqTaSoriso gadazidvebi. gasuli wlis mcdelobebi gaefarTovebina biznesi da gadasuliyo benzinze, kraxiT

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damTavrda. Priceline-s ar gasWirvebia myidvelTa mimxroba da maTi daintereseba eyidaT es sawvavi internetis meSveobiT. miuxedavad amisa, samwuxarod, gazisa da navTobis kompaniebs aranairi ganzraxva ar hqoniaT gaetanaT zedmeti maragi, radgan benzini ar aris malfuWebadi saqoneli. Sedegad, Priceline-ma gadaketa Tavisi virtualuri benzingasamarTi. ufro metic, yvela myidveli rodia gaxarebuli da kmayofili Priceline-iT. myidvelebi iReben ra valdebulebas gaakeTon SenaZeni winaswar, sanam miiReben detalur informacias magaliTad imaze, Tu romel sastumroSi rCebian an romeli aviaxazebiT imgzavreben, an reisis droze, anda sastumros adgilmdebareobaze, xSirad SenaZeniT imedgacruebulni rCebian. erT-erTma aseTma imedgacruebulma momxmarebelma ai ase Seafasa Tavisi gamocdileba Priceline-Si: `Tqven ar iRebT imas, risi miRebac gsurT.~ magram Priceline-iT imedgacruebul TiToeul myidvelze modis asobiT Tu aTasobiT bednieri myidveli. Priceline-is klientebis 64% ganmeorebiTi momxmareblebi arian. ar mogiwevT Sors wasvla, modiT ganvixiloT Semdegi magaliTi: Priceline.com-is gamoyenebam Zalian gaamarTla! maxsovs is dro, rodesac pirvelad gamoviyene igi. teqnikaSi arc Tu ise kargad verkvevi, magram saitis daTvalierebis Semdeg, yvelafers mivxvdi. rogorc aRmoCnda, Cemi SeTavazeba miiRes da me davzoge 50%-ze meti. sastumro araCveulebrivi iyo. sinamdvileSi, Cveulebrivad swored msgavs sastumroebSi vaTenebdi Rameebs, Tumca vicodi, rom vixdidi gacilebiT mets. me aRmovaCine Priceline.com da gadawyvite stumrad wavsuliyavi kolejis megobarTan. is cxovrobs axali meqsikis StatSi qalaq albukerkeSi, me ki germaniaSi hanoverSi. saukeTeso SemoTavazebuli fasi aviaxazebisgan Zalian Zviri iyo. Priceline.com-is veb-gverdis gadakiTxvis Semdeg, gadavwyvite rom arafers vkargavdi misi gamoyenebiT. SevTavaze dabali fasi da darwmunebuli viyavi, rom mas ar miiRebdnen. Tumca, Cemda gasaocrad, 20 wuTis Semdeg, me miviRe bednieri `molocvebi~ el-fostaze Priceline-isgan. mogzauroba SesaniSnavi iyo, Cemi megobari gaocebuli iyo; me ki yvelas vuyvebodi (uamrav sezonur mogzaurs, romelTac Tavdapirvelad ar sjerodaT Cemi monayolis) germaniidan dawyebuli aSS-iT damTavrebuli mogzaurobis araCveulebriv saSualebaze. samogzauro momsaxurebebisTvis gadaxdebis meTodis Secvlis garda, Priceline albaT saukeTeso magaliTia imisa, Tu rogor cvlis interneti dRevandel faswarmoqmnis sistemas. `mxolod veb-gverdis meSveobiT SegiZliaT Tqveni fasi SesTavazoT milionobiT produqtze da es yvelaferi fiqsirebuli fasis gareSea~, - ambobs erTi analitikosi. `internetis gareT, Cveulebriv samyaroSi es marTlac ucnauri bazari iqneboda,~ - ambobs meore. SeecadeT warmoidginoT realuri samyaros situacia, sadac `myidvelebi fuls akravdnen dafaze SeniSvnebTan erTad, sadac miTiTebulia is Tu risi yidva SeuZliaT am fasSi. mogvianebiT, gamyidvelebi modiodnen da uyurebdnen datovebul informacias. Tu maT moewonebodaT SeTavazeba, iRebdnen fuls da moqondeT saqoneli~. es mxolod vebgverdze xdeba. 2

dResdReobiT kompaniebi upirispirdebian ulmobel da swrafadcvalebad faswarmoqmnis garemos. amJamindelma ekonomikurma daRmasvlam bevri kompania Caagdo e.w. `faswarmoqmnis wumpeSi~. erTi analitikosi am faqts ase afasebs: `maT realurad ar gaaCniaT faswarmoqmnis Zala. SeuZlebelia fasebis zrda da xSirad, piriqiT uwevT fasebis mkveTri Semcireba. rogorc Cans, TiTqmis yvela kompania mkveTrad amcirebs fasebs, rac zians ayenebs maT mogebebs. 3 da mainc, fasebis Semcireba xSirad saukeTeso gamosavali rodia. tyuilubralod fasebis Semcirebam SesaZloa migviyvanos mogebis dakargvasTan da konkurentebTan fasebis saziano omTan. es SesaZloa erTgvari signali aRmoCndes myidvelisTvis, rom fasi brendze mniSvnelovania. piriqiT, kompaniebma unda `gayidon faseulobiT da ara fasiT.~4 maT myidvelebi unda daarwmunon, rom kompaniis brendSi SedarebiT maRali fasis gadaxda ganpirobebulia im

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SedarebiT didi faseulobiT, romelsac myidveli iRebs. mTavaria iseTi fasis povna, romelic kompanias saSualebas miscems miiRos swori, samarTliani mogeba myidvelis mier im faseulobis SeZeniT, romelsac Tavad mwarmoebeli qmnis.

ra aris fasi?fasi (Price) fulis raodenoba, romliTac Sefasebulia produqti an momsaxureba, an ufro vrclad _ faseulobebis jami, romelsac momxmarebeli gansazRvrul sargebelze cvlis, romelic misTvis moaqvs SeZenil produqts an miRebul momsaxurebas.

dinamikuri faswarmoqmna (Dynamic pricing) individualur momxmareblebsa da situaciebze dayrdnobiT sxvadasxva fasebis daweseba.

mokled rom vTqvaT, fasi aris fulis raodenoba, romliTac Sefasebulia produqti an momsaxureba. vrclad ki es aris faseulobebis jami, romelsac momxmarebeli gansazRvrul sargebelze cvlis, romelic misTvis moaqvs SeZenil produqts an miRebul momsaxurebas. istoriulad, fasi iyo is ZiriTadi faqtori, romelic zegavlenas axdenda myidvelis arCevanze. Tumca, bolo aTwleulebis manZilze, sxva faqtorebma ufro didi mniSvneloba SeiZines. istoriis manZilze, fasebi warmoiqmneboda myidvelisa da gamyidvelis molaparakebebis Sedegad. fiqsirebuli fasis politika erTi da igive fasis dadeba yvela myidvelisTvis aris SedarebiT Tanamedrove idea, romelic warmoiSva me-19 saukunis miwuruls sacalo vaWrobis ganviTarebasTan erTad. axla ki, aseuli wlebis Semdeg, bevri kompania ewinaaRmdegeba fiqsirebuli fasebis tendencias. isini mogviwodeben ukan, dinamikuri fasebisken , rac gulisxmobs sxvadasxva fasebis dawesebas, rac Tavis mxriv damokidebulia individualur myidvelebsa da situaciebze (ix. marketingi muSaobis procesSi 9.1). interneti, korporaciuli qselebi da umavTulo komunikaciebi erTmaneTs akavSirebs gamyidvelsa da myidvels ise rogorc arasdros. iseTi veb-gverdebi, rogoricaa Compare.Net da PriceScan.Com saSualebas aZlevs myidvelebs Seadaron erTmaneTs sxvadasxva produqtebi da fasebi swrafad da advilad. qseluri auqcionis saitebi, rogoricaa eBay.com da Amazon.com, myidvel-gamyidvels uadvilebs molaparakebebis gamarTvas aTasobiT nivTis fasebze dawyebuli ... kompiuterebiT da damTavrebuli antikvaruli saTamoSo Tunuqis matareblebiT. saitebi, rogoricaa Priceline ki myidvels saSualebas aZlevs daawesos sakuTari fasebi. amave dros, axali teqnologiebi gadamyidvelebs Sanss aZlevs Seagrovon detaluri monacemebi myidvelTa yofiT Cvevebze, prioritetebze TviT saxsrebis xarjvis SesaZleblobebzec ki. amgvarad maT SeuZliaT Seqmnan da moargon sakuTari produqtebi da fasebi.5 arsebul garemoSi, faswarmoqmna aris rigiT pirveli problema, romelic gaaCnia bevr marketingis aRmsrulebels. da mainc, bevri kompania kargad ar marTavs faswarmoqmnas. erTi mniSvnelovani problemaa is, rom kompaniebi Zalian xSirad amcireben fasebs, imis nacvlad, rom daarwmunon myidvelebi imaSi, rom es produqti namdvilad Rirsia aseTi maRali fasisa. sxva Cveulebrivi Secdomebi moicavs faswarmoqmnas, romelic ufro metad danaxarjebzea orientirebuli, vidre myidvelis faseulobaze da faswarmoqmnas, romelic mxedvelobaSi ar iRebs marketinguli kompleqsis sxva nawilebs. am TavSi Cven yuradRebas gavamaxvilebT fasebis dawesebaze. Tavdapirvelad Tvals gadavavlebT im faqtorebs, romlebic unda gaiTvaliswinon marketologebma maSin, rodesac aweseben fasebs, SeviswavliT faswarmoqmnis ZiriTad midgomebs. Semdeg, ganvixilavT faswarmoqmnis strategiebs axali produqtis faswarmoqmnisas, produqtis kompleqsis faswarmoqmnisas, fasebis morgebas myidvelze da situaciaze. agreTve ganvixilavT fasebis cvlilebebs.

fasebis dawesebisas gasaTvaliswinebeli faqtorebikompaniis faswarmoqmnis gadawyvetilebebze gavlenas axdens, rogorc kompaniis Sida, aseve gare garemos faqtorebi (ixileT suraTi 9.1). 6 faswarmoqmnis gadawyvetilebaze zemomqmedi Sida faqtorebi Sida faqtorebi, romelnic gavlenas axdenen faswarmoqmnaze, moicavs kompaniis marketingul miznebs, marketinguli kompleqsis strategias, xarjebis struqturasa da organizaciul Sexedulebebs. marketinguli miznebi. fasis dawesebamde kompaniam unda SeimuSavos produqtis realizaciis strategia. Tu kompaniam SearCia miznobrivi bazari da iq gulmodgineT imkvidrebs adgils, maSin misi marketinguli kompleqsis strategia fasis CaTvliT, mkafiod pirdapir mimarTuli iqneba. magaliTad, rodesac

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suraTi 9 . 1faswarmoqmnis gadawyvetilebaze zemomqmedi faqtorebi

Honda-m da Toyota-m gadawyvites SeeqmnaT Acura da Lexus-is brendebi, raTa konkurencia gaewiaT evropuli, mdidruli manqanebisTvis maRalSemosavlian segmentSi, aucilebeli gaxda maRali fasis daweseba. maTgan gansxvavebiT Hotel 6, EconoLodge da RedRoof Inn-ma sakuTari Tavis pozicionireba moaxdines, rogorc motelebis, romlebic sTavazoben ekonomiur oTaxebs biujetze orientirebul mogzaurebs. aseTi pozicia moiTxovs dabali fasis dawesebas. ase rom, faswarmoqmnis strategias mniSvnelovnad gansazRvravs pozicionireba. amavdroulad, kompanias SeuZlia damatebiT iltvodes ZiriTadi Tu specifikuri miznebis miRwevisaTvis. ZiriTadi miznebi moicavs gadarCenas, arsebuli mogebis maqsimizacias, bazris wiliT liderobasa da produqtis xarisxiT liderobas. ufro specifikur doneze, kompanias SeuZlia daawesos dabali fasebi bazarze axali konkurebtebis Semosvlis Tavis daRwevis mizniT an daawesos fasebi konkurentebis fasebis doneze, raTa daastabiluros bazari. fasebi SeiZleba dawesdes imisaTvis, rom SenarCunebul iqnas gadamyidvelebis loialuroba da mxardaWera. fasebi SeiZleba Semcirdes drodadro, raTa ufro meti myidveli mivides sacalo maRaziaSi. erT-erT produqtze SesaZlebelia iseTi fasis daweseba, romelic xels Seuwyobs kompaniis sxva produqtebis gayidvas. ase rom, faswarmoqmnam SesaZloa mniSvnelovani roli Seasrulos kompaniis miznebis ganxorcielebaSi. marketinguli kompleqsis strategia. fasi marken- produqtis xarisxiT lideroba: kompania Four Seasons-i tikuli kompleqsis mxolod erT-erTi iaraRTaga- gTavazobT Zalian maRali momsaxurebis serviss _ `Cven gelodebiT Tqven saueTeso TavSesafariT~. es ki saTanania, romelsac kompania iyenebs imisaTvis, rom ganax- do fasi Rirs. orcielos Tavisi marketinguli miznebi. fasis Sesaxeb gadawyvetilebebi koordinirebul unda iqnas produqtis dizainTan, distribuciasTan da stimulirebasTan, raTa Camoyalibdes mudmivi da efeqturi marketinguli programa. sxva marketinguli kompleqsis gadawyvetilebebma SesaZloa gavlena iqonios faswarmoqmnaze. magaliTad, mwarmoeblebs, romlebic bevr gadamyidvelebs iyeneben, mxedvelobaSi unda miiRon am ukanasknelTa fasnamatebi da es Sesabamisad unda gaiTvaliswinon Tavis produqciaze faswarmoqmnis dros. agreTve, Tu kompania gadawyvetilebas miiRebs, rom misi pozicionireba unda moxdes, rogorc maRali xarisxis mqone brendis, maSin kompaniam unda daawesos maRali fasi. kompaniebi xSirad TavianTi produqtis pozicias gansazRvraven fasiT da Semdeg, fasTan mimarTebaSi, iReben sxva marketinguli kompleqsis gadawyvetile- miznobrivi faswarbebs. am SemTxvevaSi fasi, produqtis pozicionirebis faqtoria, romelic moqmna (Target costing) gansazRvravs produqtis bazarsa da konkurencias. bevri firma mxars uWers faswarmoqmnis sawyis aseTi ti pis fasiT-pozicionirebis strategias, romlis ganxorcielebis etapze xdeba ideateqnikas uwodeben _ miznobriv faswarmoqmnas . miznobrivi faswarmoqmna luri gasayidi fasis gansazRvra da SemewinaaRmdegeba Cveulebriv process, romelic gulisxmobs Tavdapirvelad deg Sesabamisi xaraxali produqtis Seqmnas, misi fasis gansazRvrasa da Semdeg SekiTxvis dasmas: jebis formireba. `SegviZlia produqtis am fasad gayidva?~. amis nacvlad, es midgoma iwyeba ide-

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Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

marketingi muSaobis procesSi

9.1lebis fasebi mcirdeba, Cven am danazogs myidvelsac vuziarebT momentalurad,~_ acxadebs Dell-is warmomadgeneli. gamyidvelebsa da myidvelebs SeuZliaT... awarmoon molaparakebebi onlain auqcionebis meSveobiT. moulodnelad vaWrobis moZvelebuli saxeebi warsuls Cabarda. gsurT gayidoT antikuri marinadis qila, romelic wlebis ganmavlobaSi mtvers daumalavs? ganacxadeT eBay-ze _ msoflios udides onlain bazarze. gsurT SeiZinoT Zveli bileTebi xelburTis TamaSze rom iyideboda? ewvieT veb-gverds www.azww.com/mall/. gsurT sasurvel fasSi dajavSnoT oTaxi sastumroSi an daiqiraoT manqana? estumreT Priceline.com-s an sxva msgavs veb-gverds. Sharper Image-i amtkicebs, misi dagrovili sacalo saqonlis 40%-i swored onlain auqcionebze iyideba, maSin rodesac es maCvenebeli mxolod 20%-s Seadgens likvidatorebis (dagrovili saqonlis realizatorebis) SemTxvevaSi. internet auqcionTa aTobiT saitebs Soris, eBay-i yvelaze didia. eBay-m muSaoba daiwyo, rodesac misma mflobelma gamoiyena interneti, raTa Tavisi megobari gogonasaTvis moeZebna misTvis sasurveli nivTis koleqcia. dResdReobiT, es saiti moicavs 12 milion sagans, 18,000 kategorias da yovelwliurad misi navaWri Seadgens 15 miliard dolars. myidvelebs auqcionebi uyvarT mxolod imitom, rom maT moswonT fasebi; gamyidvelebs ki imis gamo, rom internetis wyalobiT garigebis xarji dramatulad mcirdeba. ase rom, praqtikulia mogebianic ki auqcionze raRac ramodenime dolarSi nivTis yidva da ara aTasobiT dolaris daxarjva. biznes marketologebi, romelTa garigebebi moicavs onlain auqcionTa gayidvebis 68%-s, aseve iyeneben auqcionebs, raTa SemogvTavazon droisadmi mgrZnobiare, saqmiani winadadebebi da Seafason interesi axali produqtebis SesaZlo fasebze.

ukan momavlisaken: dinamikuri faswarmoqmna vebzeinterneti ufro metia, vidre ubralod axali, `sabazro sivrce~. is mTlianad cvlis vaWrobis wesebs. magaliTisaTvis aviRoT faswarmoqmna. Ggasuli saukunis yvelaze gavrcelebul fiqsirebuli faswarmoqmnidan, rogorc Cans vebi ukan gvabrunebs cvalebadi faswarmoqmnis xanaSi. `potenciurad, internets SeeZlo gverdze gadaedo uryevi fasebi da waredgina dinamiuri faswarmoqmna, sadac mTeli rigi saqonlis fass gansazRvravs bazari _ swrafad da ganuwyvetliv,~ _ ambobs Business Weekis Jurnalisti, robert hofi. ai, rogor cvlis interneti faswarmoqmnis wesebs, rogorc myidvelebis, aseve gamyidvelebisaTvis. gamyidvelebs SeuZliaT... dabali fasebis daweseba da Sedegad maRali marJis miReba. vebis meSveobiT yidva-gayidva iZleva gacilebiT dabal xarjebs, gamyidvelebsa da myidvelebs ki saSualebas aZlevs daaweson ufro dabali fasebi da miuxedavad amisa, miiRon ufro maRali marJa. `yvelanairi xarjis gareSe msoflios gamyidvelebi da myidvelebi ukavSirdebian erTmaneTs _ isini vaWroben, Zalian swrafad da es yvelaferi internetis wyalobiT,~_ ambobs hofi. danazogs emateba produqciis maragisaTvis da distribuciisaTvis saWiro Semcirebuli xarjebi. magaliTad: kompiuterebis ,,onlain gayidviT, Dell sagrZnoblad amcirebs samara-go marTvisTvis saWiro xarjs da auqmebs sacalo movaWreebis fasnamats. is danazogs uziarebs myidvels Semdegi formiT _ `yvelaze dabali fasebi!~ myidvelis qcevis monitoringi da individualuri SeTavazebebi. axali teqnologiebis wyalobiT axla internetiT movaWreebs SeuZliaT specialuri fasebi SesTavazon specifikur myidvelebs. magaliTad, iseT internet gamyidvelebs, rogoricaa Amazon.com, SeuZliaT sakuTari monacemTa bazis gamoyeenbiT, Seafason gansakuTrebuli myidvelis survilebi, gansazRvron maTi mniSvneloba, swrafad Seqmnan produqtebi, romelic moergeba myidvelis qcevas da saTanado fasi daaweson produqtze. miuxedavad amisa, kompaniebi frTxilad unda iyon dinamikuri faswarmoqmnis SeTavazebisas. Mmyidvelebis ukmayofileba aSkara iyo, rodesac naTeli gaxda, rom Amazon.com erTidaigive DVD-is sxvadasxva fasebSi yidda sxvadasxva myidvelze. Amazon.com amtkicebs, rom faswarmoqmnis variaciebi gamoiwvia `miukerZoebelma da ubralo testma faswarmoqmnaze.~ miuxedavad amisa, zustad 5 dReSi testi daxurul iqna, rogorc ki Amazon.com-is karebTan saCivrebis dasta iqna aRmoCenili. am sirTuleebis miuxedavad, Amazon.com kvlav iyenebs dinamikur faswarmoqmnas da myidvelebs sTavazobs individualur winadadebebs yovelTvis, rodesac es ukanasknelni erTvebian qselSi. am gziT, isini myidvelebs sTavazoben ukeTes faseulobas da amavdroulad amcirebs zedmet xarjs. fasTa cvlilebebi moTxovnisa da xarjebis cvlis Sesabamisad. ubralod SekiTxva dausviT iseT onlain katalogebiT sacalo movaWreebs, rogoricaa L.L.Bean, Spiegel Tu Fingerhut. maT beWdur katalogebSi fasi ucvlelia, iqamde mainc, sanam ar gamova momdevno katalogi. onlain gamyidvelebs, miuxedavad amisa, SeuZliaT Secvalon fasebi gansakuTrebul sagnebze yoveldRiurad an Tundac saaTSi erTxel, rasac ganapirobebs swrafad cvalebadi xarjebi da vaWrobis moZravi xasiaTi. bevri B2B marketologi akvirdeba marags, xarjebs da moTxovnas nebismier dros da maT mixedviT swrafad cvlis fasebs. mag: IBM avtomaturad aregulirebs fasebs, Tavisi myidvelebis moTxovnisa da produqtis sasicocxlo ciklis faqtorebis gaTvaliswinebiT. Sedegad, myidvelebi aRmoaCenen, rom fasebi dinamikurad icvleba, rodesac isini stumroben IBM-is Web-gverds. Dell-ic iyenebs dinamiur onlain faswarmoqmnas. `im SemTxvevaSi Tu procesorebisa da sxva kompiuteruli nawi-

aluri gasayidi fasis gansazRvriT da Semdeg mizanSi iReben xarjebs, romlebic saWiro iqneba produqtis Sesaqmnelad da xdeba maTi fasTan Tanxvedra. P&G-ma gamoiyena miznobrivi faswarmoqmna, raTa Seefasebina da ganeviTarebina Zalian warmatebuli Crest SpinBrush eleqtro kbilis jagrisi.

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myidvelebs SeuZliaT... gaakeTon swrafi Sedarebebi aTasobiT gamyidvelis fasebSi. interneti momxmareblebs saSualebas aZlevs moiZios Zalian didi raodenobis informacia produqtebsa da fasebze. iseTi internet megzurebi, rogoricaa CompareNet da PriceSCAN kompiuteris Tagvze erTi dawkapunebiT saSualebas iZleva produqtebisa da fasebis Sedarebebs. sxva saitebi sTavazoben agentebs rogoricaa mySimon, romelnic momxmareblis magivrad eZeben produqtebs, fasebsa da mimoxilvebs. MySimon, (www.mySimon.com) magaliTad, iTvaliswinebs myidvelis kriteriumebs personalur kompiuterebze, kamerebze Tu barbis koleqciaze, raTa i povon sasurveli produqti saukeTeso fasad. ipoveT da awarmoeT molaparakebebi SedarebiT dabal fasebze. bazarze informaciis xelmisawvdomobas mosdevs myidvelis Zalauflebis mateba. saukeTeso fasad gam-

yidvelis povnis garda, myidvelebs, romelnic aRWurvilni arian informaciiT fasebis Sesaxeb, xSirad SeuZliaT molaparakebebi gamarTon ufro dabal fasebze. aq moyvanilia ramodenime magaliTi, rogorc individualur momxmareblebze, aseve biznes_myidvelebze: Palm-is organaizeris ZebnaSi, Stefan meinsi Tavdapirvelad ewvia PriceSCAN.com-s, sadac man Seityo rom saitze buysoware.comze SesaZlebeli iyo maRali teqnologiuri mowyobilobis yidva 358 dolarad. Tumca, Buysoware meore adgilze idga dabali fasebis mixedviT. gabeduli da mtkice xasiaTis stefani swrafad gadavida siis boloSi, sadac PC Zone-i svTavazobda am mowyobilobas 449 dolarad. `vaWrobis droa!~ gavifiqre da aviRe telefonis yurmili. ramodenime wuTSi, keTilganwyobilma gamyidvelma oficialuri fasic momawoda. buy.com-ze

igive danadgari 358 dolarad vnaxe vuTxari Cems mosaubres; Tumca ar avRniSne, rom iqve davinaxe miwerili sityvebi `amJamad araa gayidvaSi.~ `aramgonia igive fasze SevZloT SeTanxmeba~ upasuxa gamyidvelma, `magram SegviZlia mogyidoT mowyobiloba 375 dolarad.~ stefanma rasakvirvelia miiRo winadadeba da amiT dazoga fuli. biznes-myidvelebma aRiares, rom internetSi vaWrobas namdvilad aqvs mTeli rigi upiratesobebi. magaliTad, cotaodeni fulis dazogvis imediT, SarSan United Technologies Corporation-ma raRac axali scada. imis nacvlad, rom vaWroba ewarmoebina aTobiT sxvadasxva movaWresTan, UTC-im gaaforma kontraqti FreeMarketsTan industriuli saqonlis onlain bazarTan. kompaniam aRfrTovaneba ver damala, rodesac mas daukavSirda 39 mimwodebeli da amiT UTC-im Tavisi 24 milioni dolaridan, romelic winaswari varaudiT unda daxarjuliyo dazoga 10 milioni dolari. `yvelaze dabal fasad da swrafad miwodebuli teqnologiaa,~ acxadebs UTC-is aRmasrulebeli.xom ar moicavs male dinamikuri faswarmoqmna mTel marketingul samyaros? `sruliad ara, Zalian didi muSaobaa saWiro vaWrobis ganviTarebisTvis _ swored amitom Tavidan yovelTvis fiqsirebul fasebzea orientacia, Tumca, miTologiuri Pandora-s eleqtronuli yuTi axla Riaa da faswarmoqmna arasodes iqneba igive. bevri produqtisaTvis, milionobiT myidvelis survili dabali fasia, romelsac vixdiT sasiamovno garigebisaTvis, _ acxadebs hofi.wyaroebi: Quotes, extracts, and other information from Robert D. Hof, Going, Going, Gone, Business Week, April 12, 1999, pp. 3032; Hof, The Buyer Always Wins, Business Week, March 22, 1999, pp. EB26EB28; Mui Kung, Kent B. Monroe, and Jennifer L. Cox, Pricing on the Internet, The Journal of Product and Brand Management, 2002, pp. 274287; Stephen Manes, Off-Web Dickering, Forbes, April 5, 1999, p. 134; Walter Baker, Mike Marn, and Craig Zawada, Price Smarter on the Net, Harvard Business Review, February 2001, pp. 122127; Charles Fishman, Which Price Is Right? Fast Company, March 2003, pp. 92102; Faith Keenan, The Price Is Really Right, Business Week, March 31, 2003, pp. 6067; and information accessed at www.ebay.com, July 2003.

interneti gvauwyebs cvalebadi faswarmoqmnis axal eras. misi qselis iseTi megzurebi _ rogoric aris PriceSCAN - iZleva produqtebis da fasebis Sedarebas kompiuteris Tagvze mxolod dawkapunebiT. damatebiT es megzuri martivad mogiZebniT gamyidvels saukeTeso fasiT, xolo myidvels SeiaraRebuls'' informaciiT fasebis Sesaxeb, SeuZlia xSirad miaRwios warmatebas gamyidvelTan dabal fasebze molaparakebaSi.

P&G Cveulebriv Tavis saqonelze awesebs nominalze zeviT arsebul fasebs. magram Crest SpinBrush-is SemTxvevaSi man Secvala Tavisi strategia. Tavidan man daawesa momxibvleli, dabali sabazro fasi da

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Semdeg i pova gza, Tu rogor mieRo mogeba am fasis pirobebSi. SpinBrush-is gamomgoneblebs Tavdapirvelad maSin mosvliaT dabalfasiani eleqrtojagrisis Seqmnis idea, rodesac WalMart-is adgilobriv maRaziebSi dainaxes Sonicare, Interplak-i da sxva eleqtrojagrisebi 50 dolarad da ufro maRal fasebSic ki. am ZviradRirebul jagrisebs ekavaT kbilis jagrisis mTeli bazris mxolod mciredi wili. dizainerebis azriT, naklebad Zviri kbilis jagriss ufro meti potenciali eqneboda. maT gadawyvites gamoeSvaT aseTive ti pis eleqtro kbilis jagrisebi, romelTa fasi 5 dolari iqneboda (eleqtroelementze). es fasi mxolod erTi dolariT iyo Zviri, vidre tradiciuli kbilis jagrisi. TiToeuli detalis dizaini frTxilad iyo gaTvlili am fasis gaTvaliswinebiT. dabal fasTan TanxvedrisTvis, P&G-ma awarmoa Cveulebrivi axali produqtis gamoSvebis kampania. imisaTvis rom gaezardaT SpinBrush-is mimarT ndoba, yuTze miamagres warwera `gamomcade~, rac myidvels saSualebas aZlevda pirdapir maRaziaSi CaerTo eleqtro jagrisi. miznobrivma faswarmoqmnam Crest SpinBrush aqcia P&G-is erT-erT yvelaze warmatebul brendad. tradiciul Tu eleqtro jagrisebSi, is yvelaze popularuli kbilis jagrisia, romelsac ukavia mTeli bazris 40%-ze meti. `P&G-sTvis Znelia ise swrafad miaRwios biznesis zrdas, rogorc SpinBrush-is SemTxvevaSi moxda,~ - ambobs brendis menejeri darin ietsi. 7 zogi kompania naklebad amaxvilebs yuradRebas fasze da iyeneben marketinguli kompleqsis sxva saSualebebs, raTa Seqmnas Tavisi produqciisaTvis pozicionireba. xSirad, saukeTeso strategia ara aris yvelaze dabali fasis daweseba. magaliTad: Sony qmnis ufro met faseulobas Tavisi samomxmareblo eleqtronikaze da awesebs ufro maRal fass, vidre sxva bevri konkurenti. myidvelebi acnobiereben Sony-is ufro maRal xarisxs da surT gadaixadon ufro meti raTa SeiZinon misi produqcia. ase rom, marketologebma mxedvelobaSi unda miiRon mTeli marketinguli kompleqsi fasis dawesebisas. gadawyvetilebebi xarisxze, stimulirebaze da distribuciaze Zalian did efeqts moaxdens fasze. Tu fasia gadamwyveti, pozicionirebis faqtori, maSin is Zalian did gavlenas moaxdens marketinguli kompleqsis sxva elementebTan dakavSirebiT miRebul gadawyvetilebebze. magram fasis gansazRvris drosac ki, marketologebma unda gaixsenon, rom myidvelebi iSviaTad yiduloben mxolod fass. piriqiT, isini eZeben produqtebs, romelic maT aZlevs saukeTeso faseulobas gadaxdili fasis safasurad. xarjebis struqtura. xarjebi warmoadgenen im minimalur zRvars, romlis qveviTac fasis daweseba ar SeuZlia kompanias. kompanias surs daawesos fasi, romelic dafaravs rogorc produqtis warmoebis, distribuciis da gayidvis xarjebs, aseve moitans mogebis samarTlian dones gaweuli Zalisxmevisa da riskisaTvis. kompaniis xarjebi SesaZloa iyos faswarmoqmnis strategiis mniSvnelovani elementi. bevri kompania, rogorebicaa Southwest Airlines, Wal-Mart da Union Carbide-i, muSaoben imisaTvis, rom gaxdnen `dabali xarjebis mqone mwarmoebeli~ Tavis industriebSi. kompaniebs SedarebiT dabali xarjebiT SeuZliaT daaweson ufro dabali fasebi, rac Sedegad iZleva ufro did gayidvebs da mogebas. kompaniis xarjebi ori saxisaa: fiqsirebuli da cvladi xarjebi. fiqsirebuli xarjebi (aseve cnobilia, rogorc zednadebi xarjebi), is xarjebia romelic ar icvleba warmoebisa da realizaciis moculobis cvlilebasTan erTad. magaliTad: kompaniam yovelTviurad unda gadaixados gaTbobis da ijaris gadasaxadi, aRebuli kreditis saprocento ganakveTi (e.w. interesi) da saadministracio xelfasebi, miuxedavad imisa Tu ramdeni awarmoa da ramdeni gayida mocemul Tves kompaniam. cvladi xarjebi warmoebis moculobis proporciulad cvalebadi xarjebia. Compaq-is mier warmoebuli TiToeuli personaluri kompiuteri moicavs kompiuteruli mikrosqemebis (Ci pebis), mavTulebis, plastikis, SefuTvis da sxva Semadgeneli nawilebis xarjebs. es xarjebi TiToeuli erTeulisTvis erTi da igivea. maT cvlads uwodeben, radgan mTliani xarji gansxvavdeba gamoSvebuli erTeulebis mixedviT. mTliani xarjebi warmoadgens warmoebis nebismier doneze fiqsirebuli da

fiqsirebuli xarjebi (Fixed costs) xarjebi, romelic ar icvleba warmoebisa da realizaciis moculobis cvlilebasTan erTad.

cvladi xarjebi (Variable costs) xarjebi, romelic icvleba warmoebisa moculobis proporciulad.

mTliani xarjebi (Total costs) warmoadgens warmoebis nebismier mocemul doneze fiqsirebuli da cvladi xarjebis jams.

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cvladi xarjebis jams. menejments surs daawesos fasi, romelic sul mcire dafaravs mTeli xarjebs warmoebis mocemul doneze. kompaniam yuradRebiT unda adevnos Tvali Tavis xarjebis struqturas. Tu kompanias ufro meti ujdeba produqtis warmoeba da gayidva, vidre mis konkurentebs, is iZulebuli gaxdeba daawesos ufro maRali fasi an miiRos naklebi mogeba, rac bunebrivia naklebad konkurentunarians gaxdis mas. organizaciuli Sexedulebebi. menejmentma unda gadawyvitos Tu vin daawesebs fasebs. kompaniebi sxvadasxva gzebiT awarmoeben faswarmoqmnas. patara kompaniebSi, fasebs awesebs ZiriTadad menejmenti da ara marketingisa Tu gayidvebis ganyofileba. did kompaniebSi, faswarmoqmnas awarmoebs Cveulebriv produqtis menejeri. samrewvelo bazrebze, gamyidvelebs SesaZloa saSualeba mieceT molaparakebebi gamarTon myidvelebTan fasebTan dakavSirebiT. am SemTxvevaSic ki, zeda donis menejmenti awesebs faswarmoqmnis miznebsa da politikas da is xSirad amtkicebs im fasebs, romelsac sTavazoben saSualo donis menejmenti Tu gamyidvelebi. industriebSi, sadac faswarmoqmna ZiriTadi faqtoria (aerokosmosuri, foladis, rkinigzis, navTobis korporaciebi), kompaniebs xSirad aqvT faswarmoqmnis ganyofileba, raTa daawesos saukeTeso fasebi, an daexmaros sxvebs maT dawesebaSi. es ganyofileba angariSgebaSia marketingis departamentsa da umaRlesis menejmentis winaSe. sxvebi, romelTac gavlena aqvT faswarmoqmnaze moicaven gayidvis menejerebs, warmoebis menejerebs, finansebis menejerebsa da buRaltrebs. faswarmoqmnis gadawyvetilebaze moqmedi gare faqtorebi gare faqtorebi, romelnic zegavlenas axdenen faswarmoqmnis gadawyvetilebebze arian: bazari da moTxovna, konkurencia da sxva garemo elementebi. bazari da moTxovna. maSin rodesac xarjebis struqtura awesebs fasdadebis qveda zRvars, bazari da moTxovna awesebs mis zeda zRvars. rogorc individualuri momxmarebeli, aseve biznes-myidveli abalansebs produqtis Tu momsaxurebis fasebs, am ukanasknelebis Sesyidvis SemTxvevaSi miRebul sargebelTan. amgvarad fasis dawesebamde, marketologma unda gaigos damokidebuleba produqtis fassa da moTxovnas Soris. am nawilSi, Cven avxsniT, Tu ratom gansxvavdebian bazris sxvadasxva ti pis mixedviT fasisa da moTxovnis urTierTobebi da Tu rogor gavlenas axdens myidvelis mier fasis aRqma faswarmoqmnis gadawyvetilebaze. Semdeg, ganvixilavT fasisa da moTxovnis urTierTobis gazomvis meTodebs. faswarmoqmna sxvadsxva tipis bazrebze. gamyidvelis Tavisufleba faswarmoqmnis mxriv gansxvavdeba sxvadasxva ti pis bazrebis mixedviT. ekonomistebis TqmiT, arsebobs 4 ti pis bazari, romelTagan TiToeuli qmnis sxvadasxva faswarmoqmnis meqanizms. wminda konkurenciis (pure competition) dros, bazari Sedgeba bevri myidvelisa da gamyidvelisagan, romlebic yidian erTgvarovan produqcias _ xorbals, spilenZsa Tu finansur fasian qaRaldebs. arc erT myidvelsa Tu gamyidvels ara aqvs gavlena arsebul bazris fasze. gamyidvels ar SeuZlia gazardos arsebuli fasi, radgan myidvelebs SeuZliaT SeiZinon ramdenic undaT imdeni produqti sxva gamyidvelebisagan. gamyidvelma arc naklebi fasi unda daawesos, radgan maT SeuZliaT gayidon yvelaferi rac surT arsebul fasSi. Tu fasi da mogeba izrdeba, axal gamyidvelebs SeuZliaT advilad Seviden bazarze. wminda konkurentul bazarze marketinguli kvleva, produqtis ganviTareba, faswarmoqmna, reklama da gayidvis stimulireba TamaSobs umniSvnelo, an aranair rols. ase rom, am bazris gamyidvelebi bevr dros ar xarjaven marketingul strategiaze. monopolisturi konkurenciis (monopolistic competition) dros, bazari Sedgeba bevri myidvelisa da gamyidvelisagan, romelnic vaWroben sxvadasxva fasebiT da ara erTi dadgenili sabazro fasiT. sxvadasxva fasebis dadeba SesaZlebelia imis gamo, rom gamyidvelebs SeuZliaT ganasxvavon TavianTi SeTavazebebi. fizikuri produqti SeiZ-leba gansxvavdebodes xarisxiT, niSan-

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Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

TvisebebiT, stiliT an Tanmdevi momsaxurebebiT. myidvelebi xedaven gansxvavebebs gamyidvelebis produq-tebSi da sxvadasxva fasebsac ixdian maTSi. gamyidvelebi cdiloben Seqmnan gansxvavebuli SeTavazebebi myidvelis sxvadasxva segmentebisTvis. am dros Tavisuflad iyeneben brendirebas, reklamas da personalur gayidvas, raTa calke Camoayalibon TavianTi SeTavazebebi. ase rom, Kinko ganasxvavebs Tavis SeTavazebas Zlieri brendiT da reklamiT, amasTan amcirebs fasis gavlenas. aseT bazrebSi, bevri konkurentebis yofnis gamo, TiToeuli firmaze nakleb gavlenas axdens konkurentis faswarmoqmnis strategia, vidre oligopoliur bazrebze. oligopoliuri konkurenciis (Oligopolistic competition)SemTxvevaSi, bazari Sedgeba sul ramdenime gamyidvelisagan, romelnic Zalze mgrZnobiareni arian TiToeuli maTganis fasebze da marketingul strategiebze. produqti SesaZloa iyos erTgvarovani (foladi, alumini da sxva) an araerTgvarovani (manqanebi, kompiuterebi). arsebobs mxolod ramdenime gamyidveli, imitom rom axali gamyidvelisTvis Znelia bazarSi Sesvla. TiToeuli gamyidveli fxizlad adevnebs Tvals konkurentis strategiasa da moZraobas. Tu foladis mwarmoebeli kompania 10%-iT amcirebs fass, myidveli myisve gadava am mimwodebelze. sxva foladis mwarmoeblebmac unda mibaZon mas anu unda Seamciron fasebi an gazardon TavianTi momsaxureba. monopolisturi konkurencia: kanaduri pikulis mwarmoebelma Bick-ma wminda monopoliis (pure monopoly) gamoyo Tavis es nawarmi sxva brendebisagan da gamoiyena mis stimuliSemTxvevaSi, bazari Sedgeba erTi gamrebisaTvis rogorc fasi, ise arasafaso faqtorebi. yidvelisagan. SesaZloa iyos samTavrobo monopolia (U.S. Postal Service), kerZo regulirebadi monopolia (magaliTad energo kompania), an kerZo araregulirebadi monopolia. (DuPont-i, rodesac man gamouSva neiloni). TiToeul SemTxvevaSi faswarmoqmna gansxvavebulia. regulirebadi monopoliis dros, mTavroba kompanias aZlevs nebas daawesos fasebi, romelic moitans `wminda Semosavals~, rac Tavis mxriv ganapirobebs kompaniis mier saWiro operaciebis SenarCunebasa da gafarToebas. araregulirebadi monopoliebi Tavisufalni arian fasebis dasaxelebaSi bazarze. miuxedavad amisa, xSirad isini srul fass mainc ar aweseben, rac ganpirobebulia ramdenime mizeziT: survili, ar moizidos konkurencia, survili, SeaRwion bazarze ufro swrafad dabali fasebis meSveobiT, an mTavrobis mxridan regulirebis SiSi. fasis da faseulobis aRqma momxmareblis mier. saboloo jamSi, momxmarebeli iRebs gadawyvetilebas aris Tu ara marTebuli produqtis fasi. faswarmoqmnis gadawyvetileba sxva marketinguli kompleqsis gadawyvetilebebTan erTad, orientirebuli unda iyos myidvelze. rodesac momxmareblebi yiduloben produqts, isini raRaca faseulobas (fuls) cvlian sxva faseulebaSi raTa miiRon SeZenili produqtis qonisa da gamoyenebisagan saTanado sargebeli. efeqturi, myidvelze orientirebuli faswarmoqmna gulisxmobs imis gagebas, Tu ra faseulobis (fasis) eqvivalenturad miiCnevs momxmareblebi im sargebls,

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s u r a T i 9.2moTxovnis mrudi

romelsac miiRebs SeZenili produqtisgan. kompanias xSirad uWirs im faseulobebis Sefaseba, romelsac myidveli SeTavazebul produqtSi xedavs. magaliTad: mdidrul restoranSi sakvebis Semcveli ingredientebis gamoTvla SedarebiT advilia. magram iseTi faseulobebis Sefaseba, rogoricaa gemovneba, garemo, dasveneba, saubari da statusi Zalian Znelia. es faseulobebi ki Tavis mxriv gansxvavdeba erTmaneTisagan sxvadasxva momxmareblebisa da situaciebis mixedviT. da mainc, momxmareblebi gamoiyeneben am faseulobebs, raTa Seafason produqtis fasi. Tu myidvelebi aRiqvamen, rom fasi aRemateba, produqtis an momsaxurebis mier miniWebul faseulobas, isini ar iyidian am produqts (an momsaxurebas). Tu momxmareblebi aRiqvamen rom fasi produqtis mier miniWebul faseulobaze dabalia, isini iyidian mas, magram amasTan gamyidvelebi praqtikulad Zalian mcire mogebas iReben. fasisa da moTxovnis urTierTobis analizi. kompaniis mier dawesebulma sxvadasxva fasma SesaZloa migviyvanos sxvadasxva donis moTxovnamde. moTxovnis mrudi urTierTdamokidebuleba dawesebul fassa da moTxovnis dones Soris (Demand curve) naCvenebia moTxovnis mrudis saxiT suraTze 9.2. moTxovnis mrudi gviCvenebs, mrudi, romelic gviCmocemul droSi, bazarze produqciis ra raodenobis erTeuli gaiyideba venebs, produqciis sxvadasxva fasad. rogorc wesi, moTxovna da fasi ukuproporciul damoki- ra raodenobis erTeuli gaiyideba debulebaSia, anu rac ufro maRalia fasi, miT ufro naklebia moTxovna. ase bazarze mocemul rom, kompania gayidida naklebs, Tu misi fasi produqtze gaizrdeboda P1-dan P2- periodSi sxvadasxva mde. mokled, SezRuduli biu-jetis mqone momxmareblebi ver SeZleben didi fasad. raodenobiT SeiZinon maRali fasis mqone produqcia. prestiJuli saqonlis SemTxvevaSi, fasi da moTxovna zogjer pirdapir proporciuli damokidebulebaSi arian. momxmareblebi fiqroben, rom SedarebiT maRal fasebSi igulisxmeba ufro meti xarisxi. magaliTad: Gibson Guitar Corporation axlaxans Seamcira fasebi, raTa konkurencia gaewia Yamaha-sa da Ibanez-sTvis. saocaria, magram Gibson-ma aRmoaCina, rom misi musikaluri instrumentebi dabal fasad ise kargad ar iyideboda, rogorc adre maRal fasad. `Cven gvqonda SeuTavsebloba (fassa da moTxovnas Soris). rac ufro maRal fass vawesebdiT, miT ufro met produqts vyiddiT.~ - aRniSnavs Gibson-is aRmasrulebeli. im dros, rodesac gitaris sxva mwarmoeblebi qmnian TavianT instrumentebs ufro swrafad, moTxovnis mruds zogjer aRmavali mimarTuleba aqvs. kompania Gibson-i iafad da didi raodenobiT, gancvifrebul iyo, roca aRmoCnda rom maRalxarisxovani musikaluri instGibson-i kvlav sTavazobs rumentebi dabal fasad kargad ar saRdeboda.

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Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

`gansakuTrebuls, TiTo egzemplarad gamoSvebuls, xeliT Seqmnil gitarebs~. rogorc Cans, dabali fasebi araa gadamwyveti. `Gibson-isTvis mTavaria saukunovani tradicias misdiois da Seqmnas maRalxarisxiani instrumentebi, romlebic warmoadgenen umaRlesi donis standartebs STambeWdavi dizainiTa da ostaturi naxelaviT.~8 da mainc, kompaniis mier Zalian maRali fasis dawesebisas, moTxovna Semcirdeba. kompaniaTa umravlesoba cdilobs gazomos TavianTi moTxovna sxvadasxva fasebze. bazris ti pi zegavlenas axdens moTxovnis mrudis formaze. monopoliis dros, moTxovnis mrudi aCvenebs mTeli bazris moTxovnas. Tu kompanias hyavs konkurentebi, misi moTxovna sxvadasxva fasebis dros damokidebuli iqneba imaze aris Tu ara konkurentis fasebi mudmivi Tu ara.fasis elastiuroba (Price elasticity) fasis cvlilebaze moTxovnis mgrZnobiarobis sazomi.

moTxovnis fasis elastiuroba. marketologebma aseve unda icodnen fasis elastiuroba anu rogori mgrZnobiare iqneba moTxovna fasis cvlilebaze. Tu moTxovna Zalian icvleba fasis mcire cvlelebis dros, vambobT, rom moTxovna elastiuria. xolo Tu Tu ar icvleba maSin moTxovna araelastiuria. ra gansazRvravs moTxovnis fasis mimarT elastiurobas? myidvelebi naklebad mgrZnobiareni arian fasis mimarT, rodesac saqme exeba maRali xarisxis, prestiJul an eqskluziur produqts. aseve maSin, rodesac Semcvleli produqtis povna Znelia an rodesac Znelia Sedarebis gakeTeba Semcvleli produqtebis xarisxebs Soris. da bolos, myidvelebi naklebad mgrZnobiareni aris fasis mimarT, rodesac produqtze sruli danaxarji Seadgens maTi Semosavalis mcire nawils, an am danaxarjs inawilebs sxva mxare.9 Tu moTxovna elastiuria, maSin kompaniebi Seamcireben fasebs TavianT produqciaze. dabali fasis pirobebSi, SesaZlebelia ufro didi mTliani Semosavlis miReba, rac ganpirobebuli iqneba gayidvebis ufro didi moculobiT. amas maSin aqvs azri, rodesac damatebiTi produqciis warmoebisa da marketingis xarjebi ar aRemateba misgan miRebul Semosavals. amavdroulad, kompaniebs ar surT Tavisi produqtis imijis gaufasureba maTTze dabali fasebis dadebiT. bolo wlebSi momxmareblis mgrnobeloba fasebis mimarT gaizarda. es ganpirobebuli iyo ori faqtoriT: deregulaciiTa da informaciuli teqnologiebis ganviTarebiT, rac saSualebas aZlevs momxmarebels advilad Seadaros konkurenti SeTavazebebis fasebi erTmaneTs. marketologebma gacilebiT bevri unda imuSaon, vidre odesme, raTa gamorCeuli gaxadon TavianTi SeTavazebebi, vinaidan aTobiT konkurenti yidis TiTqmis igive produqts igive an SedarebiT dabal fasad. ufro metad, vidre odesme, kompaniebma unda Seiswavlon TavianTi myidvelebis mgrZnobiaroba fasis mimarT. marketingis konsultantis kevin klensis sityvebiT, isini vinc mxolod fasis mimarT arian mgrZnobiareni, `fuls magidaze toveben.~ konkurentebis xarjebi, fasebi da SemoTavazebebi. kidev erTi gare faqtori, romelic gavlenas axdens kompaniis faswarmoqmnis gadawyvetilebaze aris konkurentebis xarjebis struqtura da fasebi. agreTve, mniSvnelovania konkurentebis sapasuxo reaqcia kompaniis mier fasis cvlilebaze. momxmarebeli, romelic fiqrobs Sony-is cifruli kameris SeZenas, afasebs mis fassa da faseulobas Nikon-is, Kodak-isa da sxva konkurentebis fasebsa da faseulobebTan mimarTebaSi. damatebiT, kompaniis faswarmoqmnis strategias SeuZlia gavlena moaxdinos konkurenciis bunebaze. Tu Sony-is eqneba maRali fasisa da maRali marJis strategia, maSin ufro miizidavs konkurentebs. dabali fasisa da dabali marJis strategia ki piriqiT, SeaCerebs an bazridan saerTod gaagdebs konkurentebs. Sony-im unda Seadaros Tavisi xarjebis struqtura da faseulobebi konkurentTa xarjebsa da faseulobebs. SemdgomSi mas es benCmarkingi (anu SedarebiT meTodika) SeuZlia gamoiyenos sakuTari faswarmoqmnis amosaval wertilad. sxva gare faqtorebi. fasebis dawesebisas, kompaniam mxedvelobaSi unda miiRos sxva faqtorebi, romlebic arseboben gare garemoSi. ekonomikur pirobebs SeiZleba didi gavlena hqondes firmis faswarmoqmnis strategiebze. ekonomikuri faqtorebi, rogoricaa ekonomikuri bumi an recesia, inflacia da saprocento ganakveTebi gavlenas axdens faswarmoqmnis gadawyvetilebaze,

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radgan es yovelive Tavis mxriv gavlenas axdens, rogorc produqtis warmoebis xarjebze, aseve produqtis fasisa da faseulobis momxmarebelTa mier aRqmaze. kompaniam mxedvelobaSi unda miiRos agreTve is faqti, Tu ra gavlenas moaxdens misi fasebi vaWrobaSi monawile sxva mxareebze. rogori reaqcia eqnebaT gadamyidvelebs sxvadsxvaa fasebze? kompaniam unda daawesos fasebi, romelic gadamyidvelebs aZlevs samarTlian mogebas, mxars uWers maT da exmareba efeqturad gayidos produqti. mTavrobasa da socialur garemos SeuZlia didi zegavlena moaxdinos faswarmoqmnis gadawyvetilebebze.

faswarmoqmnis ZiriTadi midgomebisuraTze 9.3 asaxulia fasebis dawesebisTvis aucilebeli Sexedulebebi. produqtis xarjebi qmnian fasis qveda zRvars (e.w. ,,fasis iataks), xolo momxmareblis mier produqtis faseulobis aRqma qmnis fasis zeda zRvars (e.w. ,,fasis Wers). kompaniam Tavisi produqciisTvia, Sida da gare faqtorebis gaTvaliswinebiT, zemoTxsenebul or zRvars Soris unda SearCios saukeTeso fasi. kompaniebi aweseben fasebs faswarmoqmnis zogadi midgomebis mixedviT. esenia: xarjze dafuZnebuli midgoma (TviTRirebulebas plus faswarmoqmna, nulovanmomgebiani faswarmoqmna, miznobrivi mogebis faswarmoqmna), myidvelze dafuZnebuli midgoma (faswarmoqmna faseulobis mixedviT) da konkurenciaze dafuZnebuli midgoma (mimdinare ganakveTis faswarmoqmna da e.w. daluqul fasTa SeTavazeba, anu mimdinare ganakveTis _ ,,nixris da dadasturebuli SemoTavazebis faswarmoqmnis safuZvelze). xarjze dafuZnebuli faswarmoqmna yvelaze martivi faswarmoqmnis meTodia TviTRirebulebas plus faswarmoqmna standartuli fasnamatis damateba produqtis TviTRirebulebaze. magaliTad: eleqtromowyobilobaTa sacalo movaWre uxdis mwarmoebels TiToeul tosterSi 20 dolars. amas amatebs 50% fasnamats da yidis tosters 30 dolarad. sacalo movaWris mTliani marJa warmoadgens 10 dolars. Tu, sacalo movaWres saoperacio xarji Seadgens erT tosterze 8 dolars, maSin misi mogebis marJa iqneba 2 dolari. Tu mwarmoeblis mier tosteris warmoebis xarji 16 dolari iyo, mas unda daematebina 25% fasnamati da, Sesabamisad, sacalo movaWrisaTvis tosteris fasi 20 dolari iqneboda. amis msgavsad, mSenebare kompaniebi iZlevian mTliani proeqtis gansaxorcieleblad saWiro xarjis maCvenebels, romelsac amateben standartul fasnamats. advokatebi, buRaltrebi da sxva profesionalebi ZiriTadad aweseben fass TavianT saqmianobis Rirebulebaze fasnamatis damatebiT. aqvs Tu ara standartul fasnamatis meTods azri? ZiriTadad, pasuxi aris `ara~. nebismieri faswarmoqmnis meTodi, romelic ignorirebas ukeTebs moTxovnas da konkurentebis fasebs saukeTeso fass ver daadebs Tavis produqts. da mainc, fasnamatis faswarmoqmna bevri mizezis gamo popularulia. pirvel rigSi, gamyidvelebi ufro erkvevian TviTRirebulebaSi, vidre moTxovnaSi. fasisa da TviTRirebulebis erTmaneTTan dakavSirebiT, gamyidvelebi amartiveben faswarmoqmnas maT ar uwevT xSiri regulireba, moTxovnis cvlilebisas. meore, maSin rodesac yvela firma industriaSi iyenebs faswarmoqmnis am meTods, fasebi msgavsia da aqedan gamomdinare fasebs Soris konkurencia minimumamdea dayvanili. mesame, bevri grZnobs, rom TviTRirebulebas plus faswarmoqmna ufro samarTliania, rogorc myidTTviTRirebulebas plus faswarmoqmna (Cost-plus pricing) standartuli fasnamatis damateba produqtis TviTRirebulebaze.

suraTi 9.3ZiriTadi gansazRvrebebi fasis dawesebisas

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Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

nulovanmogebiani faswarmoqmna (miznobrivi mogebis faswarmoqmna) CBreakeven pricing (target profit pricing) produqciis warmoebis xarjisa da produqciis gayidvebidan miRebuli Semosavlis Tanxvedris wertilze orientirebuli faswarmoqmna.

faseulobaze dafuZnebuli faswarmoqmna (Value-based pricing) fasis daweseba dafuZnebuli myidvelis mier faseulobis aRqmaze da ara gamyidvelis xarjebis gamoangariSebaze.

velebis, aseve gamyidvelebisTvis. gamyidvelebi gamoimuSaveben samarTlian Semosavals TavianTi investiciisaTvis, magram ar miiReben upiratesobas myidvelis xarjze rodesac am ukanasknelTa moTxovna izrdeba. xarjze orientirebuli faswarmoqmnis midgomis meore meTodia nulovanmomgebiani faswarmoqmna (an misi nairsaxeoba _ miznobrivi mogebis faswarmoqmna). kompania cdilobs gansazRvros fasi, romlis meSveobiTac miiRebs nulovan an miznobriv mogebas. miznobrivi faswarmoqmna iyenebs nulovani mogebis sqemas, romelic asaxavs mTlian xarjsa da Semosavals gayidvebis sxvadasxva doneze. suraTi 9.4 gviCvenebs nulovani mogebis sqemas zemoT ganxiluli tosteris mwarmoeblis magaliTze. am magaliTSi, fiqsirebuli xarji 6 milioni dolaria (gayidvebis moculobis miuxedavad), xolo cvladi xarji erT erTeulze 5 dolari. mTliani xarji warmoadgens cvladi xarjisa da fiqsirebuli xarjis jams. mTliani Semosavlis mrudis daxris koeficienti Seesabameba produqtis fass. Cven SemTxvevaSi fasi 15 dolaria (anu kompaniis Semosavali iqneba 12 milioni dolari 800000 erTeuli produqtis gayidvisas). 15 dolariani fasis SemTxvevaSi, kompaniam unda gayidos sul mcire 600,000 erTeuli, raTa nulovani mogebis wertils miaRwios. am SemTxvevaSi mTliani Semosavali toli iqneba MmTliani xarjis. (9 milioni dolaris _ suraTze daxrili xazebis gadakveTis wertili). Tu kompanias unda miaRwios miznobriv mogebas 2 milion dolars, maSin kompaniam unda gayidos sul mcire 800,000 erTeuli rom miiRos 12 milioni dolaris mTliani Semosavali. aqedan igi dafaravs 10 milioni dolaris xarjs da darCeba 2 milioni mogeba. Tu kompania daawesebs SedarebiT maRal fass, vTqvaT 20 dolars, maSin mas mouwevs ufro mcire raodenobis gayidva, rom miaRwios nulovani mogebis wertils an miznobriv mogebas. sinamdvileSi, rac ufro maRalia fasi, miT ufro dabali iqneba kompaniis nulovani mogebis maCvenebeli. miuxedavad amisa, fasis gazrdisas, moTxovna mcirdeba. Sesabamisad, SesaZlebelia maRal fasad produqcia sulac ar gaiyidos. bevria damokidebuli fassa da moTxovnas Soris urTierTobaze. magaliTad, davuSvaT kompaniam gamoiangariSa, rom misi mimdinare fiqsirebuli da cvladi xarjebis SemTxvevaSi, man unda daawesos fasi erT cal produqtze 30 dolari. magram marketinguli kvleva uCvenebs, rom mxolod ramdenime momxmarebeli gadaixdis 25 dolarze mets. am SemTxvevaSi, kompanias mouwevs Tavisi xarjebis struqturis Secvla, raTa Seamciros nulovani mogebis maCvenebeli ise, rom SeZlos momxmareblisTvis xelmisawvdomi dabali fasis daweseba. ase rom, miuxedavad imisa, rom nulovani mogebis analizsa da miznobrivi mogebis faswarmoqmnas SeuZlia daexmaros kompanias, raTa gansazRvros minimaluri fasebi, isini mxedvelobaSi ar iReben fasisa da moTxovnis urTierTdamokidebulebas. am meTodis gamoyenebisas, kompaniam aseve yuradReba unda miaqcios fasis zegavlenas gayidvebis moculobaze, romelic saWiroa miznobrivi mogebis miRebisaTvis da imis albaTobas, rom saWiro moculoba miRwevadi iqneba gansazRvrul fasad Tu ara.

s u r a T i 9.4nulovani mogebis analizis grafiki miznobrivi fasis gansazRvrisaTvis

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faseulobaze dafuZnebuli faswarmoqmna kompaniebis sul ufro meti raodenoba adgenen TavianT fasebs produqtis aRqmul faseulobaze dayrdnobiT. faseulobaze dafuZnebuli faswarmoqmna iyenebs myidvelis faseulobis aRqmas da ara gamyidvelis xarjebis gamoangariSebas, rogorc faswarmoqmnis ZiriTad koncefcias. faseulobaze dafuZnebuli faswarmoqmnis dros produqtis Seqmnis, distribuciis, stimulirebisa da fasis Sesaxeb gadawyvetilebebis miReba xdeba erTdroulad, ris safuZvelzec yalibdeba marketinguli programebi. suraTi 9.5. erTmaneTs adarebs xarjze dafuZnebul faswarmoqmnas faseulobaze dafuZnebul faswarmoqmnas. xarjze dafuZnebuli faswarmoqmna produqtis SeqmniT iwyeba. kompania qmnis sakuTari azris mixedviT karg produqts, ajamebs mis SeqmnisaTvis saWiro xarjebs da awesebs Sesabamis fass. fasi iseTi unda iyos, rom dafaros yoveli xarji da datovos winaswar gansazRvruli mogeba. amis Semdeg, marketingis saSualebiT unda moxdes myidvelebis darwmuneba, rom produqtis am fasad SeZena faseuli iqneba maTTvis. Tu fasi aRmoCnda Zalian maRali, kompaniam unda Seamciros Tavisi mogebis marJa an eqneba mcire moculobis gayidvebi. orive SemTxvevaSi moxdeba Semcirebuli mogebis miReba. am procesis sapirispiroa faseulobaze aRqmuli faseuloba: naklebi fasis pianino dafuZnebuli faswarmoqmna. kompania, jer JRerdes, magram mis meSveobiT aRmoCndebiT ki adgens fass, romelic Seesabameba momxma- dac arasdros yofilxarT? rebelTa mier aRqmul produqtis faseulobas. dadgenili fasidan gamomdinare xdeba produqtis dizianTan da gasawev xarjebTan gadawyveti-lebebis miReba. Sedegad, faswarmoqmna iwyeba momxmareblis moTxovnilebebis da faseulobaTa aRqmis analiziT. mniSvnelovania gvaxsovdes, rom `kargi fasi~ ar niSnavs `dabal fass~. mag.: Steinway-s pianino iyideba SedarebiT maRal fasSi, vidre sxva konkurenti brendebi. magram im adamianebisTvis, vinc mas yidulobs, es didi faseulobaa. rogorc bolo reklamaSia aRniSnuli, `Steinway-is meSveobiT aRmoCndebiT iseT adgilebSi, sadac arasodes yofilxarT.~ kompania, romelic iyenebs faseulobaze dafuZnebul faswarmoqmnas, unda gansazRvros, Tu ra faseulobaze amaxvileben myidvelebi yuradRebas sxvadasxva konkurentul SemoTavazebebSi. aRsaniSnavia, rom aRqmuli faseulobis gazomva sakmaod Znelia. erTi meTodis Tanaxmad, kompaniebi momxmareblebs ekiTxebian Tu ramdens gadaixdian ZiriTad produqtSi. amis Semdeg ekiTxebian Tu ra Tanxas daamateben sxvadasxva sargebelSi, romelic

SeiZleba kargad iseT adgilebSi, sa-

s u r a T i 9.5Sedareba xarjze dafuZnebuli faswarmoqmnis faseulobaze dafuZvnebuli faswarmoqmnasTan.wyaro: Tomas T. negle da rid k. holdeni, `faswarmoqmnis strategia da taqtika~, me-3 gamocema (Upper Saddle River, NJ: Prentice Hall, 2002), gv.4.

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Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

daemateba ZiriTad produqts. meore meTodis Tanaxmad kompanias SeuZlia Caataros eqsperimenti, rom daadginos sxvadasxva SeTavazebuli produqtis faseuloba. Zveli rusuli andazis mixedviT, bazarSi ori sulelia erTi, romelic Zalian bevr SekiTxvas svams da meore, romelic Zalian cotas. Tu kompania awesebs produqtze ufro did fass, vidre myidvelis aRqmuli faseulobaa, misi gayidvebis moculoba dazaraldeba. sawinaaRmdego SemTxvevaSi ki, produqti kargad gaiyideba, magram kompania miiRebs mcire Semosavals, imasTan SedarebiT, rasac miiRebda Tu daawesebda aRqmuli faseulobis Sesabamis fass. faseulobiTi faswarmoqmna. bolo aTwleulis ganmavlobaSi, marketologebma aRmoaCines fundamenturi cvlileba momxmareblis damokidebulebaSi fasisa da xarisxis mimarT. bevrma kompaniam Secvala faswarmoqmnis midgoma, raTa fexi aewyo cvalebadi ekonomikuri pirobebisTvisac da momxmareblis mier fasis aRqmisaTvisac. TandaTanobiT, marketologebma gaiTavises faseulobiTi faswarmoqmnis strategiebi. anu isini sTavazoben xarisxisa da fasis samarTlian kombinacias. amiT iyo gamowveuli ukve aRiarebuli brendis mqone kompaniebis mier naklebad Zviri versiebis gamoSveba. magaliTad, Campbell-ma warmoadgina Great Start Budget-is gayinuli sakvebis seria, Holiday Inn-ma gaxsna Holiday Express-is sastumroebis qseli, Revlon-ma SesTavaza Express Bar-is sasurveli kosmetikis koleqcia, xolo swrafi kvebis restornebi, rogoricaa Taco Bell da McDonalds sTavazoben `faseulobaTa menius~. kidev erTi zegavlena, rasac aseTi faswarmoqmnis mimdevari kompaniebi akeTeben aris arsebuli brendebisTvis dizainis Secvla, raTa mocemul fasSi SeeTavazebinaT ufro kargi xarisxis an igive xarisxis nakleb fasad. sacalo vaWrobis doneze faseulobiTi faswarmoqmnis mniSvnelovani ti pia yoveldRe dabali fasebis faswarmoqmnis strategia (everyday low pricing _ (EDLP), romelic moicavs mudmiv, yoveldRiur dabal fass da aranair droebiTi fasdaklebebs. misgan gansxvavebiT, e.w. maRal-dabali fasebis faswarmoqmnis strategia gulisxmobs SedarebiT maRali fasebis dawesebas yoveldRiur sagnebze, magram SerCeul sagnebze fasdaklebebis SeTavazebas. bolo wlebSi, maRal-dabalma fasebis strategiam gza dauTmo yoveldRiur dabal fasebis faswarmoqmnas (EDLP-s) sacalo maRaziebSi, dawyebuli Saturn-is manqanebis dilerebidan damTavrebuli iseT maRali rangis univermagiT, rogoricaa Nordstrom. yoveldRiuri dabali fasebis faswarmoqmnis strategiis mefe Wal-Mart-ia, romelmac praqtikulad gamoigona es koncefcia. garda ramdenime gasayidi sagnisa TveSi, Wal-Mart pirdeba yoveldRiur dabal fasebs yvelaferze, rasac is yidis. misgan gansxvavebiT, Kmart-is bolo mcdelobam Wal-Mart-is msgavsad gaetarebina EDLP strategia, kraxi ganicada. yoveldRiuri dabali fasebis SemoTavazebisaTvis, kompanias Tavdapirvelad unda hqondes yoveldRiuri dabali xarjebi. Tumca, imis gamo, rom Kmart-is xarjebi gacilebiT maRali iyo vidre Wal-Mart-is, man ver SeZlo SedarebiT dabal fasebSi fulis gakeTeba da maleve uari Tqva am mcdelobaze.10 faseulobis damatebis marketingi. bevr biznesi-biznesisaTvis (B2B) marketingul situaciaSi, gamowvevas warmoadgens kompaniis mier faswarmoqmnis Zalis Camoyalibeba. es aris Zala, romlis meSveobiTac kompania Tavs daaRwevs fasebiT konkurencias da daamtkicebs rom misi produqtebis maRali fasebi samarTliania. amis misaRwevad, bevri kompania iyenebs faseulobis damatebis strategias. imis nacvlad, rom konkurentebTan gaTanabrebis mizniT Seamciron fasebi, isini amateben faseul momsaxurebebs, raTa TavianTi SemoTavazebebi ganasxvaon da am gziT daasabuTon maRali fasebi. rodesac kompania aRmoaCens, rom misi konkurentebi sTavazoben msgavs produqts ufro dabal fasSi, bunebrivi reaqcia aris am fasTan gaTanasworeba an ufro naklebi fasis daweseba. fasebis Semcirebam SesaZloa miiyvanos kompaniebi fasebis omTan, rac Tavis mxriv amcirebs yvela konkurentis mogebis marJas. an uaresi produqtze fasebis klebam SesaZloa myidvelis TvalSi misi faseuloba daakninos. `es yovelive brZolaSi damarcxebiT sruldeba. Tqven ukve aRar amaxvilebT yuradRebas xarisxze, momsaxurebaze, prestiJze da saerTod im yvelaferze, rac erTobliobaSi warmoadgens brends,~ - ambobs

faseulobiTi faswarmoqmna (Value pricing) produqciis maRali xarisxis da kargi servisis kombinaciis SeTavazeba samarTlian fasad.

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marketingis erT-erTi aRmsrulebeli.11 maS, rogor SeuZlia kompanias SeinarCunos Tavisi faswarmoqmnis Zala, maSin rodesac konkurenti amcirebs fasebs? xSirad, saukeTeso strategia ara konkurentze dabali fasebis dawesebaa, aramed, piriqiT masze maRali fasebis SeTavazeba da myidvelis darwmuneba, rom produqti amad Rirs. kompaniam unda dasvas Semdegi SekiTxva: `ra aris produqtis faseuloba myidvelisTvis?~ da Semdeg axsnas Tu ratomaa es produqti am fasis Rirsi. am gziT, kompanias yuradReba gadaaqvs fasidan faseulobaze. Caterpillar faseulobis damatebis marketingis ostatia:12 Caterpillar Tavis mZlavr samSeneblo manqana-danadgarebze awesebs maRal fasebs da myidvelebs arwmunebs, rom damatebuli faseuloba: Caterpillar sTavazobs Tavis dilerebs damatebiTi faseulobis momsaxurebis farTo diapazons. dawyebuli misi produqcia da momsaxureba amarT- saTadarigo nawilebis garantirebuli drouli miwodebiT, damlebs TiToeul damatebiT cents an Tavrebuli sainvesticio rCevebiT da saTanado treningebiT. yoveufro metic, damatebiT aTi aTasobiT live es amarTlebs maRal fasebs. dolars. Caterpillar ZiriTadad awesebs 2030%-iT met fass konkurentebTan SedarebiT, ramac SeiZleba miaRwios damatebiT 200,000 dolars. rodesac msxvili potenciuri myidveli ambobs: `amis miReba SemiZlia SedarebiT nakleb fasad konkurentisgan,~ Caterpillar-is dileri ganmartavs, rom ufro maRal fasadac ki Caterpillar sTavazobs saukeTeso faseulobas. misi danadgaris dizaini Seqmnilia modu-lirebuli komponentebisgan, romelTa gamocvla da SekeTeba SeiZleba swrafad, manqanis mocdenis drois minimumamde dayvaniT. Caterpillar-is dilerebs gaaCniaT saTadarigo nawilebis mniSvnelovani maragi da garantias iZlevian, rom maTi mitana ganxorcieldeba 48 saaTis ganmavlobaSi msoflios nebismier kuTxeSi. Caterpillar-is produqcia saSualebis iZleva axlidan aiwyos, raime problemis SemTxvevaSi, rac maT `meore cxovrebis~ Sanss aZlevs. Sedegad, Caterpillar-is mier dawesebuli fasebi, rogorc zeviT avRniSneT, xSirad 20-30%-iT maRalia. dileris ganmartebiT, SedarebiT maRal sawyis fasadac ki Caterpillar-is manqanadanadgari sTavazobs yvelaze dabal mTlian xarjs miwis erT kuburi metris moTxrisas, mopovebuli qvanaxSiris erT tonaze da dagebuli gzis erT milze. myidvelTa umravlesoba rogorc Cans eTanxmeba Caterpillar-is faseulobis am mtkicebas kompania msoflios bazris am segmentze dominirebs 40% bazris wiliT.

siCqariskoncefciebis

SerwymaSemzRudavi

faseulobis koncefcia kritikulia kargi faswarmoqmnisa da ZiriTadad warmatebuli marketingisaTvis. SeisveneT cota xniT da SeafaseT Tu ras niSnavs TqvenTvis sinamdvileSi faseuloba.

ramdenime wlis win, Buick-ma Tavisi Park Avenue-s avtomanqanis models Searqva `amerikis saukeTeso manqanis faseuloba~. eTanxmeba Tu ara es mosazreba Tqvens ideas faseulobaze? SearCieT ori konkurentuli brendi nacnobi produqtis kategoriidan (saaTebi, parfiumeria, samomxmareblo eleqtronika, restornebi). erTi iyos maRali fasis matarebeli, xolo meore dabali fasis. romeli maTgani gTavazobT udides faseulobas? faseuloba igives niSnavs rasac `dabali fasi~? rogor gansxvavdebian es koncefciebi?

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nawili mesame

Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

konkurenciaze dafuZnebuli faswarmoqmnakonkurenciaze dafuZnebuli faswarmoqmna (Competitionbased pricing) fasebis daweseba romelic msgavs produqtze konkurentebis mier fasis dadebas efuZneba.

momxmareblebi TavianT mosazrebebs produqtis faseulobaze ayalibeben konkurentebis mier msgavs produqtebze dawesebuli fasebis mixedviT. konkurenciaze dafuZnebuli faswarmoqmnis erT-erTi formaa mimdinare ganakveTis faswarmoqmna (going-rate pricing), romlis drosac kompania Tavis fass awesebs ZiriTadad konkurentTa fasebis mixedviT da nakleb yuradRebas aqcevs sakuTar xarjebs, an produqciaze moTxovnas. kompaniam SeiZleba daawesos Tavis konkurentebTan SedarebiT igive, ufro maRali an ufro dabali fasebi. oligarqiul industriebSi firmebi Cveulebriv aweseben msgavs fasebs. SedarebiT patara firmebi misdeven liders da cvlian TavianT fasebs, rodesac icvleba bazris lideris fasi da ara maSin, rodesac maTi sakuTari moTxovna an xarjebi icvleba. zogierTma kompaniam, SesaZloa, daawesos cotaTi meti an naklebi fasi. ase magaliTad, benzinis mcire gasamarTi sadgurebi Cveulebriv aweseben ramdenime centiT nakleb fass, vidre benzinis gasamarTi sadgurebis msxvili qselebi. Tanac es gansxvaveba ar ganicdis raime mniSvnelovan ryevas. mimdinare ganakveTis faswarmoqmna sakmaod popularulia. rodesac moTxovnis elastiuroba Znelad gasazomia, firmebi grZnoben, rom amgvari donis fasi warmoadgens industriis koleqtiur azrs. isini amavdroulad grZnoben, rom aseTi fasi xels SeuSlis damRupveli fasebis omis dawyebas. konkurenciaze orientirebuli faswarmoqmna aseve gamoiyeneba maSin, rodesac kompaniebi e.w. daluqul fasTa SeTavazebas akeTeben garkveul kontraqtze. kompania Tavis fass afuZnebs imis mixedviT, Tu misi azriT ra fasis SeTavazeba SeuZlia konkurents. mas surs moigos kontraqti, rac damokidebulia fasis SeTavazebaze yvelaze dabali fasi, Cveulebriv, imarjvebs. da mainc, kompanias ar SeuZlia daawesos fasi garkveuli donis qvemoT, kerZod ki sakuTar xarjze qvemoT. meores mxriv, rac ufro xarjze maRal fass awesebs kompania, miT ufro naklebi Sansi aqvs mas moi povos kontraqti. axla, Cven ganvixilavT mTavar, dinamikur faswarmoqmnis strategiebs, romelic xelmisawvdomia menejmentisTvis. Tvals gadavavlebT axali produqtebis faswarmoqmnis strategiebs (produqtis sasicocxlo ciklis wardgenis etapze mdgomi produqtebisTvis), produqtis kompleqsis faswarmoqmnis strategiebs (produqtis kompleqsSi Semaval produqtebze), fasebis morgebis strategiebs, (romelic mxedvelobaSi iRebs myidvelTa gansxvavebebs da cvalebad situaciebs) da aseve im strategiebs, romlebic inicirebas da reagirebas axdenen fasebis cvlilebebze.13

axali produqtis faswarmoqmnis strategiebifasawarmoqmnis strategiebi Cveulebriv icvleba imis mixedviT Tu sasicocxlo ciklis romel etapze imyofeba produqti. yvelaze didi gamowveva wardgenis etapze aris. axali produqtis gamoSvebis dros kompanam gadawyvetileba unda miiRos Tu ra fasi daados Tavis axal produqts. arCevani ori strategiis Soris aris gasakeTebeli: e.w. ,,naRebis moxdis faswarmoqmnasa da bazarze SeRwevis faswarmoqmnas Soris.. bazarze naRebis moxdis fasdadebis strategia bevri kompania axal produqtze, Tavdapirvelad, awesebs maRal fasebs, raTa moagrovos (ase vTqvaT ,,naRebi moxados) Semosavali bazris yvela fenidan. Sony xSirad iyenebs naRebis moxdis faswarmoqmnis strategias. rodesac Sony-m, 1990 wels iaponur bazarze waradgina msoflioSi pirveli maRali garCevadobis televizori (HDTV), igi 43,000 dolari Rirda. Semdgom, Sony-m swrafad Seamcira fasebi axali myidvelebis misazidad. 1993 wlisTvis, 28 diumiani ekranis mqone HDTV iaponel momxmarebels SeeZlo eyida daaxloebiT 6,000 dolarad. 2001 wels iaponel momxmarebels SeeZlo 40 diumani HDTV-Si gadaexada 2,000 dolari anu fasi, romlis gadaxdac gacilebiT met myidvels SeeZlo. axla ki msgavsi televizori aSS-Si iyideba 1,000 dolarad. am gziT, Sony-m miiRo Semosavlebis maqsimumi bazris sxvadasxva segmentidan.14 naRebis moxdis faswarmoqmnas azri mxolod garkveul pirobebSi aqvs.

bazarze ,,naRebis moxdis~ faswarmoqmna (Marketskimming pricing) axal produqtze maRali fasis daweseba maqsimaluri mogebis miRebis (,,naRebis moxdis~) mizniT, fena-fena bazris im segmentebidan, romlebsac surT maRali fasis gadaxda. am dros kompanias aqvs cota magram mogebis momtani gayidvebi.

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pirvel rigSi, produqtis xarisxi da imiji mxars unda uWerdes mis SedarebiT maRal fass da sakmarisi raodenobis myidvelebs unda surdes da SeeZlos aseTi fasis gadaxda. meore, SedarebiT patara raodenobis warmoebis xarjebi ar unda iyos imdenad maRali, rom SeuZlebeli iyos maRali fasebis dawesebis upiratesobis gamoyeneba. dabolos, konkurentebs ar unda hqondeT saSualeba advilad SeaRwion bazarze, vinaidan es gamoiwvevs fasebis Semcirebas. bazarze SeRwevis faswarmoqmnis strategia kompaniebi, bazris wilis moxveWis mizniT, xSirad iyeneben bazarze SeRwevis faswarmoqmnas. am dros kompaniebi aweseben dabal sawyis fass, imisaTvis, rom miizidon didi raodenobiT myidveli da moi povon bazris didi wili. gayidvebis didi moculoba iwvevs sawarmoo xarjebis Semcirebas, rac kompanias saSualebas aZlevs kidev ufro dawios fasi. magaliTad, Wal-Mart-i iyenebs bazarze SeRwevis faswarmoqmnis strategias. Dell-ic iyenebda am strategias, raTa adgili daemkvidrebina personaluri kompiuterebis bazarze. is yidda maRalxarisxovan kompiuterul produqcias dabal fasebSi pirdapiri distribuciis arxebis meSveobiT. Sesabamisad, misi gayidvebis moculoba gaizarda, maSin rodesac IBM-is, Apple-isa da sxva konkurentebis daeca. am strategiis danergvisaTvis saWiroa ramdenime piroba. Tavdapirelad, bazari mgrZnobiare unda iyos fasebis mimarT, ise rom dabali fasebi iwvevdes gayidvebis zrdas. meore, warmoebisa da distribuciis xarjebi unda mcirdebodes gayidvis moculobis zrdasTan erTad. dabolos, dabalma fasma am industriis mimarT axali konkurentebis interesi unda Seamciros. magaliTad, Dell-s rTuli periodi daudga, rodesac IBM-ma da sxva konkurentebma Seqmnes sakuTari pirdapiri sadistribucio arxebi. miuxedavad amisa, dabali sawarmoo da distribuciis xarjebis SemweobiT, Dell-ma SeinarCuna dabali fasis upiratesoba da Tavi daimkvidra industriaSi personaluri kompiuterebis nomer pirvel mwarmoeblad.bazarze SeRwevis faswarmoqmna (Market-penetration pricing) axal produqtze dabali fasis daweseba, myidvelis didi raodenobiT mizidvisa da didi sabazro wilis mopovebis mizniT.

produqtis kompleqsis faswarmoqmnis strategiebiproduqtis fasis dawesebis strategia xSirad unda Seicvalos, maSin rodesac es produqti warmoadgens produqtis kompleqsis erT-erT nawils. am SemTxvevaSi, firma eZebs iseTi fasebis kombinacias, romelic maqsimalurad gazrdis mogebas produqtis mTel kompleqsze. faswarmoqmna rTulia, radgan sxvadasxva produqts aqvs sxvadasxva moTxovna, xarjebi da konkurenciis done. Semdeg nawilSi detalurad ganvixilavT produqtis kompleqsis faswarmoqmnis 5 saxes: faswarmoqmna produqciis seriaze, faswarmoqmna SerCeviT produqtze, faswarmoqmna dakavSirebul produqtze, faswarmoqmna Tanmxlebi produqtiT da produqtis nakrebze faswarmoqmna. faswarmoqmna produqtis seriaze kompaniebi, Cveulebriv, uSveben produqtis seriebs. magaliTad, Snapper-i uSvebs sxvadasxva seriis balaxis gazonis momvlel manqanas, dawyebuli portatuli versiiT (romelTa fasebi meryeobs 259.95, 299.95 da 399.95 dolaris zRvrebSi), damTavrebuli e.w. `Yard Cruiser~-iT da traqtorebiT (romelTa fasi 1,000 dolaridan iwyeba). Sony sTavazobs televizorebis ramdenime serias, romelTagan TiToeuli moicavs bevr models. is sTavazobs Watchman-is portatul ferad televizors (99.99 dolari da zemoT), Trinitron-is brtyelekranian televizorebs (200-dan 1,500 dolaris diapazonSi), WEGA-s plazmur

faswarmoqmna produqtis seriaze: Gramophone-i qmnis maRalxarisxovani bgeriTi sistemebis srul serias, fasebis diapazonSi 5000-dan 120000 dolaramde.

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nawili mesame

Dmyidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

faswarmoqmna produqtis seriaze (Product line pricing) produqtis seriaSi arsebul sxvadasxva produqtze sxvadasxva fasebis daweseba. am dros mxedvelobaSi miiReba produqtebis Seqmnaze gaweuli xarjebs Soris gansxvaveba, produqtebis Tvisebebis Sefaseba momxmarebelTa mxridan da konkurentebis fasebi msgavs produqciaze.

brtyelpaneliani televizorebs (6,000-dan 8,000 dolaris farglebSi). Gramophone uSvebs maRalxarisxovan musikalur, bgeriTi sistemebis seriebs, romelTa fasi 5,000-120,000 dolaris farglebSi meryeobs. `mocartma Tavisi cxovreba lamazi hangebis Seqmnas Seswira. aqedan gamomdinare aseT hangebSi 10,000 dolaris gadaxda SesaZlebelia~ - aRniSnavs es kompania. produqtis seriis faswarmoqmnis dros menejmentma unda miiRos gadawyvetileba Tu rogor daawesos fasebi etapobrivad seriaSi arsebul mravalferovan produqtebze. fasebis sxvadasxvaoba damokidebulia seriaSi produqtebs Soris xarjebis gansxvavebaze, maTi sxvadasxva maxasiaTeblebis myidveliseul Sefasebaze da konkurentTa fasebze. bevr industriaSi, gamyidvelebi iyeneben damkvidrebul fasebis zRvrebs (well-established price points) TavianTi seriis produqtebisaTvis. ase magaliTad, kacebis tanisamosis maRaziebSi mamakacis kostumebi iyideba sami fasis farglebSi: 185, 325 da 495 dolarad. myidveli albaT fasebis mixedviT gansazRvravs kostumebis xarisxs dabali, saSualo da maRali xarisxis mqone kostumebi. Tu samive fasi umniSvnelod gaizarda, mamakacebi Cveulebriv iyidian kostumebs maTTvis misaReb fasad dabal, saSualo an maRal. gamyidvelis amocanaa aRqmuli xarisxis gansxvavebaTa damkvidreba, rac Tavis mxriv, mxars uWers fasebs Soris gansxvavebas. faswarmoqmna SerCeviT produqtze bevri kompania iyenebs faswarmoqmnas SerCeviT produqtze, - anu SerCeviTi, an damatebiTi produqtebis SeTavazeba ZiriTad produqtTan erTad. magaliTad manqanis myidvelma SeiZleba SearCios modeli fanjrebis eleqtroamweebiT, e.w. ,,kruiz kontroliT, an kompaqtdiskebis Semcvleli mowyobilobiT (e.w. CD changer). macivars SeiZleba moyves yinulis Semqmneli danadgari da a.S. SerCeviT produqtebze faswarmoqmna arc Tu martivia. avtomobilebis mwarmoebelma kompaniebma unda gadawyviton Tu romeli produqti unda Sediodes ZiriTadi produqtis fasSi da romeli unda SesTavazon myidvels SerCeviT. bolo wlebamde, General Motors-is normaluri faswarmoqmnis strategia iyo martivi (xatovnad rom vTqvaT ,,gaSiSvlebuli). ZiriTadi modelis reklamireba sabaziso fasad, raTa miezidaT saCvenebel oTaxebSi xalxi da Semdeg am oTaxebis sivrce gamoeyenebinaT sxvadasxva SeTavazebiT datvirTuli maRali fasebis mqone manqanebis saCveneblad. ekonomikur models imdeni komforti da moxerxebuloba aklda, rom bevri myidveli uars iZaxda maTze. mogvianebiT, GM-ma da sxva aSS-s manqanebis mwarmoeblebma gaiTvaliswines iaponeli da germaneli avtomrewvelebis magaliTebi da sabaziso fasSi Seitanes bevri saWiro maxasiaTebeli, romelic Tavdapirvelad iyideboda mxolod, rogorc SerCeviTi aqsesuari. dRes, reklamirebuli fasebis umravlesoba warmoadgens kargad aRWurvil manqanas. Tumca amJamindeli ekonomikuri krizisis dros, avtokompaniebma daiwyes zogierTi niSan-Tvisebis ukan, `SerCeviTebSi~ gadatana, imisTvis rom Seamciron standartuli modelebis fasebi. faswarmoqmna dakavSirebul produqtze

faswarmoqmna SerCeviT produqtze (Optional-product pricing) faswarmoqmna SerCeviT an damatebiT (aqsesuarul) produqtze ZiriTad produqtTan erTad.

faswarmoqmna dakavSirebul produqtze (Captive-product pricing) fasebis daweseba im produqtebze, romlebic unda gamoiyeneT ZiriTad produqtTan erTad, rogorc magaliTad firi fotokameraSi, an saparsis Taurebi saparsebSi.

kompaniebi, romlebic amzadeben produqtebs, romelnic Tavis mxriv gamoiyeneba mTavar produqtTan erTad, iyeneben faswarmoqmnas dakavSirebul produqtze. dakavSirebul produqtze faswarmoqmnis magaliTebia: saparsi da saparsis Tavebi, fotokamera da misi firebi, Sony Playstation-i da misi videoTamaSebi, printeri da misi kartrijebi da a.S. mTavari produqtebis mwarmoeblebi (saparsebis, video _ fotokamerebis, printerebis) xSirad aweseben maTze dabal fass, xolo dakavSirebul produqtebze ki adeben maRal fass (xarjTan mimarTebaSi). ase rom, Gilette-i yidis dabalfasian saparsebs, magram fuls akeTebs mis Taurebze, vinaidan didi mogebis marJa aqvs masze. U-Haul-i dabal fasSi aqiravebs satvirTo manqanebs, magram maRal fasebs awesebs dakavSirebul produqtebze, rogoricaa yuTebi, xaliCebi, dazRveva da qiriT aRebuli farTi. HP-i Tavis printerebze awesebs Zalian dabal marJebs, Tumca misi marJebi kartrijebsa da sxva saxarjo nawilebze maRalia. Nintendo Tavis saTamaSo avtomatebs dabal fasSi yidis da fuls akeTebs video-TamaSebze. maSin rodesac Nintendo-s marJebi saTamaSo avtomatze 1-5%-ia,

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misi video-TamaSebis kartrijebze dawesebuli marJa 45%-s aRwevs. videoTamaSebis gayidvas Semoaqvs kompaniis mogebis naxevarze meti. mis msgavsad, Sony fuls kargavs Play Station-2-ze, magram TviTon TamaSebi, romlebic Seadgendnen gayidvis 17%-s, qmnian Sony-is mogebis mesamedze mets.15 ornawiliani momsaxurebis SemTxvevaSi, am strategias ewodeba faswarmoqmna . momsaxurebis fasi Sedgeba ori nawilisgan: fiqsirebuli gadasaxadi da cvalebadi e.w. gamoyenebis safasuri. ase rom, gasarTobi parkebi aweseben Sesvlis gadasaxadTan erTad, gadasaxads sakvebze, atraqcionebze da a.S.; Teatrebi aweseben Sesvlis gadasaxads, Semdeg ki damatebiT Semosavals iReben e.w. koncesiebidan (anu iseTi saqmianobidan, rogorc programebis gayidva, bufeti da sxva momsaxurebaa); mobiluri telefonis kompaniebi aweseben e.w. ,,fiqsirebul ganakveTs, romelic moicavs garkveul dasarek dros. am gegmis zeviT darekili wuTebze ki gadasaxdelia sxva wuTobrivi tarifi. fiqsirebuli safasuri sakmaod dabali unda iyos, rom stimulireba gaukeTos momsaxurebis gamoyenebas; mogebis miReba ki SesaZlebelia dakavSirebul momsaxurebaze gadasaxdis dawesebiT (magaliTad ,,roumingiT momsaxureba mobilur telefonebSi). faswarmoqmna Tanmxleb produqtze xorcis, navTobis produqtebis, qimiuri nivTierebebisa da sxva produqtebis warmoebisas xSirad adgili aqvs Tanmxlebi produqtebis gamomuSavebas. Tu Tanmxleb produqts ar gaaCnia faseuloba da Tu misgan Tavis daRweva xarjebTanaa dakavSirebuli, es gavlenas moaxdens ZiriTadi produqtis faswarmoqmnaze. Tanmxleb produqtze faswarmoqmnis gamoyenebiT, mwarmoebeli eZebs bazars, am Tanmxlebi produqtebisTvis da adebs iseT fass, romelic minimum dafaravs Tanmxlebi produqciis Seqmnisa da mitanis xarjebs. Tanmxlebi produqtebi SesaZloa momgebianic aRmoCndes. magaliTad bevri xe-tyis damamuSavebeli qarxana yidis xis qerqis burbuSelasa da naxerxs momgebianad. sakonsultacio firma EcoStart-ma danerga es idea kanadaSi. firma partniorobas uwevda WoodworkingSite.com-s, raTa xe-tyis produqciis mwarmoebeli kompaniebs, saitis meSveobiT, gaeyidaT burbuSela, naxerxi, xis mtveri da sxva Tanmxlebi produqtebi.16 zogjer, kompaniebs ar SeuZliaT TavianTi Tanmxlebi produqtebis faseulobis gaTviTcnobiereba. magaliTad: zooparkebis umravlesoba ver aanalizebs, rom misi erT-erTi Tanmxlebi produqti zooparkis binadarTa nakeli SesaZloa iyos damatebiTi Semosavlis brwyinvale saSualeba. kompania Zoo Doo Compost-i bevr zooparks daexmara xarjebisa da SesaZleblobebis SeswavlaSi, romlebic Tan axlavs am Tanmxleb produqts. `bevrma zooparkma arc ki icis ra raodenobis nakels awarmoeben, an ra xarjebTanaa dakavSirebuli misi Tavidan moSoreba~, - ganmartavs Zoo Doo-s prezidenti da damfuZnebeli pirs ledbeteri. zooparkebi iseTi kmayofilebi arian, rom aRar uwevT nakelis Tavidan moSorebis xarjebis gaweva, rom arc fiqroben mis gayidvebSi CarTvas. magram aseTi `aromatuli~ Tanmxlebi produqtis gayidvac SeiZleba mniSvnelovani aRmoCndes. Zoo Doo, agreTve, yidis sxva, TemasTan dakavSirebul, produqciasac. yvelaze didi raodenobiT gaiyida siaxle Zoo Doo-s pawawina konteinerebi (TviT `Love, Love Me Doo~-s valentinis dResTan dakavSirebuli baraTebi), romelTa SeZenac SesaZlebelia 160 zoomaRaziaSi da 700 damatebiT sacalo vaWrobis wertilebSi. Tqven aseve SegiZliaT iyidoT Zoo Doo-s produqcia internetis meSveobiT (`Cveni sisuleleebis SeZenis uadvilesi gza~ - ambobs Zoo Doo), an gaugzavnoT megobars Doopy Greeting misaloci baraTi el-fostiT. zogi zooparki Tanmxleb produqts yidis TviTon. magaliTad Woodland Park Zoo sietlSi asponsorebs yovelwliur `nakelis~ festivalebs, latareis iRblian gamarjvebulebze yidis specialur sazidrebSi moTavsebul nakels.17 produqtis nakrebze faswarmoqmna produqtis nakrebze faswarmoqmnis gamoyenebiT, gamyidvelebi xSirad aerTianeben ramdenime TavianT produqts da sTavazoben nakrebs Semcirebul fasad. magaliTad Teatrebi da sportuli gundebi sezonur bileTebs yidian ufro nakleb fasad, vidre erTjerad bileTebs; sastumroebi yidian

faswarmoqmna Tanmxleb produqtze (By-product pricing) fasis daweseba Tanmxleb produqtebze, raTa ZiriTadi produqtebis fasi ufro konkurentunariani gaxdes.

produqtis nakrebze faswarmoqmna (Product bundle pricing) ramdenime produqtis kombinaciis nakrebze Semcirebuli fasis daweseba.

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gansakuTrebul fasad dasvenebis dReebis sagzurebs, romelSic Sedis oTaxi, sakvebi da garToba; kompiuteris Semqmnelebi personalur kompiuterTan erTad sTavazoben momxibvlel programaTa nakrebs; internet momsaxurebis provaiderebi ki yidian nakrebs, romelic moicavs veb-daSvebas, vebhostings, el-fostas da internetis saZiebel programas. zogierTi marketologi fass adebs sxva organizaciaTa SeTavazebebsac. magaliTad: CityPass, aSS-s SerCeul qalaqebSi, TiToeul qalaqSi sxvadasxva sanaxav adgilebSi Sesas-vlel erT bileTs yidis. am bileTis fasi gacilebiT ufro iafia vidre cal-calke SeZenili sanaxavi adgilis bileTi. amgvar faswarmoqmnas SeuZlia stimulireba gaukeTos im produqtebis gayidvas, romelsac momxareblebi sxva faswarmoqmna produqciis nakrebze: City PASS adgens bileTebis SemTxvevaSi ar SeiZenda. magkrebuls qalaqis sxvadasxva sanaxaobebze da yidis am krebuls ram, kombinirebuli fasi unda Semcirebul fasad. iyos sakmaod dabali, raTa moxerxdes nakrebis gayidva.18

fasebis morgebis strategiebikompaniebi cdiloben moargon TavianTi fasebi myidvelTa gansxvavebebsa da cvalebad situaciebs. aq ganvixilavT fasebis morgebis 6 strategias: fasdaklebisa da SeRavaTebis faswarmoqmnas, segmenturi faswarmoqmna, fsiqologiuri faswarmoqmna, mastimulirebeli faswarmoqmna, geografiuli faswarmoqmna da saerTaSoriso faswarmoqmna. fasdaklebisa da SeRavaTebis faswarmoqmnafasdakleba (Discount) garkeveul drois periodSi gansazRvrul saqonelze fasis Semcireba.

SeRavaTebi (Allowance) Tanxa, romelsac uxdis reklamisaTvis mwarmoebeli savaWro wertilis mepatrones, raTa am ukanasknelma warmoaCinos misi produqti.

bevri kompania ZiriTadi fasis morgebas axdens, raTa daajildovos myidvelebis garkveuli qmedebebi, rogoricaa gadasaxadebis adreuli gadaxda, didi moculobiT Sesyidva da arasezonuri produqciis Sesyidva. fasdaklebebsa da SeRavaTebs SeuZlia miiRos bevri forma. fasdaklebaTa erT-erTi formaa adreul gadaxdaze fasdakleba fasis Semcireba im myidvelebisaTvis, romlebic umal ixdian TavianT gadasaxadebs. amis ti piuri magaliTia `2/10, net 30~, rac gulisxmobs imas, rom Tumca gadaxda savaldebuloa 30 dReSi gamyidveli daaklebs Tanxis 2% Tu gadsaxadis gadaxda moxdeba 10 dReSi. raodenobrivi fasdakleba aris fasis dakleba myidvelebisaTvis, romlebic yiduloben didi raodenobiT produqcias. magaliTad, 100-ze naklebi erTeuli produqtis yidva SesaZlebelia TiTos 10 dolarad, xolo 100-is an 100-ze metis TiTos 9 dolarad. msgavsi fasdakleba myidvelisTvis imxela stimulia, rom is mzadaa ufro meti SeiZinos erTi konkretuli gamyidvelisagan, vidre sxvadasxva mimwodeblisagan. funqciuri fasdakleba (igive savaWro fasdakleba) mwarmoeblis mier SeTavazebuli fasdakleba ganawilebis arxebis wevrebisaTvis, romlebic asruleben garkveul funqciebs. funqcia SeiZleba iyos produqciis momxmarebelze gayidva, maRaziaSi ganTavseba da Senaxva. sezonuri fasdakleba fasis daklebaa myidvelTaTvis, romelnic yiduloben saqonelsa Tu momsaxurebas sezonis damTavrebis Semdeg. magaliTad gazonisa da baRis movlisaTvis aucilebeli manqana-danadgarebis mwarmoebeli kompaniebi sTavazoben sezonur fasdaklebas sacalo movaWreebs Semodgoma-zamTris

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TveebSi. sezonuri fasdakleba gamyidvels saSualebas aZlevs myarad SeinarCunos warmatebis done mTeli wlis ganmavlobaSi. SeRavaTi aris fasdaklebis erT-erTi forma. magaliTad dabrunebisTvis SeRavaTi gulisxmobs fasdaklebas, rodesac maRaziaSi axali produqtis yidvisas toveb Zvel models. es yvelaze gavrcelebuli formaa avtomobilebis industriaSi, magram aseve gamoiyeneba sxva xangrZlivad moxmarebis sagnebSi. stimulirebisTvis SeRavaTebi warmoadgens fasdaklebas, romelic eqnebaT dilerebs sareklamo da gayidvebis mxardamWer programebSi monawileobisaTvis. segmenturi faswarmoqmna kompaniebi xSirad argeben sabaziso fasebs gansxvavebebs myidvelebs Soris, produqtebs Soris da adgilmdebareobebs Soris. segmenturi faswarmoqmnisas, kompania yidis produqts an momsaxurebas sxvadasxva or an met fasad. am dros fasTa Soris gansxvaveba ar aris damokidebuli xarjebis struqturaze. segmenturi faswarmoqmnas ramodenime forma aqvs. myidvelTa segmentze gaTvlili faswarmoqmnis dros, sxvadasxva myidvelebi ixdian sxvadasxva fass erTdaimave produqtsa Tu momsaxurebaSi. magaliTad: muzeumebma SesaZloa daaweson SedarebiT dabali fasi studentebisa da xandazmuli moqalaqeebisTvis. produqtis formaze gaTvlili faswarmoqmnisas, sxvadasxva modifikaciis produqti sxvadasxva fass Rirs, magram es ar aris ganpirobebuli xarjebis sxvaobiT. magaliTad: yvelaze ZviradRirebuli Black&Decker-is uTo Sefasebulia 54.98 dolarad, rac 12 dolariT aRemateba im fass, romelic adevs Black&Decker-is siZviris mixedviT meore adgilze mdgom uTos. pirvel models aqvs TviTgawmendis saSualeba, Tumca am damatebiTi elementis damzadebisTvis saWiroa mxolod ramodenime dolariT meti. adgilmdebareobaze gaTvlili faswarmoqmnis gamoyenebiT, kompania awesebs sxvadasxva fasebs sxvadasxva adgilmdebareobaTa mixedviT, miuxedavad imisa, rom SeTavazebis xarji TiToeul adgilze erTi da igivea. magaliTad: Teatrebi darbazSi adgilebs sxvadasxva fasebs adeben. aSS-s universitetebSi swavlebis fasi ufro maRalia ucxoeli studentebisTvis. da bolos, droze damokidebuli faswarmoqmnisas, firmis fasebi gansxvavdeba sezonis, Tvis, dRisa da TviT saaTebis mixedviTac. kurortebi aweseben dasvenebis dReebisa da sezonur fasdaklebebs. segmentur fasdaklebas bevri sxva saxeli enacvleba. robert krosi, aviaxazebis gamocdili konsultanti mas uwodebs Semosavlebis menejments. krosis Tanaxmad, praqtikuli saqmianoba amyarebs Sexedulebas, rom `kompaniebma sworad SerCeuli produqti sworad SerCeul momxmarebelze, sworad SerCeul drosa da sworad SerCeul fasad unda gayidon.~ aviaxazebi, sastumroebi da restornebi amas uwodeben Semosavlian marTvas da praqtikaSi gamoiyeneben uciloblad. magaliTad, aviaxazebi saaTebis mixedviT, ufro metic wuTebis mixedviT aweseben fasebs, rac damokidebulia adgilebis arsebobaze, moTxovnaze da konkurentebis fasebis cvlilebaze. Continental Airlines-i yoveldRiurad awarmoebs 2,000 frenas. TiToeul maTgans gaaCnia 10-20 sxvadasxva bileTis fasi. Continental-is bileTebis dajavSna SesaZlebelia 330 dRiT adre da TiToeuli dReze gansxvavebuli fasi iqneba. Sedegad, nebismier dros, Continental-s SeiZleba gaaCndes gansxvavebuli 7 milioni fasi bazarze. es aris problemuri marketinguli amocana amden fass sWirdeba frTxili marTva. Continental-isTvis fasebis daweseba balansirebis kompleqsuri procesia erTis mxriv moTxovnisa da momxmarebelTa kmayofilebis da meores mxriv kompaniis momgebianobis gaTvaliswinebis.19 aviaxazebma Zalian kargad ician, rom momxmarebeli sagonebelSia gaSmagebuli faswarmoqmnisgan Cavardnili. `me ar vaweseb fasebs. mas awesebs bazari,~ - ambobs Continental Airline-is faswarmoqmnisa da Semosavlebis menejmentis viceprezidenti, jim komptoni. es erT-erTi Tvalsazrisia. meore Tvalsazrisi: `Cven namdvilad swraffuWebad produqts vflobT. TviTmfrinavis karebis daketvisTanave carieli adgili dakarguli Semosavalia.~ aviaxazebis yvelaze ZviradRirebuli adgilia is, romelSic afrenidan erTi saaTiT adresegmenturi faswarmoqmna (Segmented pricing) produqtis an momsaxurebis gayidva sxvadasxva or an met fasad, rodesac fasTa Soris gansxvaveba araa damokidebuli xarjebis struqturaze.

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segmenturi faswarmoqmna: yovel mocemul momentSi aviakompania Continental-s bileTebze SeiZleba qondes TiTqmis 7 milioni sxvadsxva fasi. yvela am fasebis marTvis organizeba rTul amocanas warmoadgens.

SeuZlia pirovnebas gadaixados nebismieri fasi. es adgili droTa ganmavlobaSi ufro momgebiani xdeba, is SeiZleba erT wuTs Rirdes 1,000 dolari, meore wuTSi ki misi fasi 0 dolars gautoldes. ai ras fiqroben amasTan dakavSirebiT jim komptoni da misi megobrebi: Tqven gsurT gayidoT yvela adgili TviTmfrinavSi, garda im yvelaze Zvirfasi adgilebisa, romelsac itovebT yvelaze momgebiani (da ara yvelaze pativsacemi) klientebisaTvis. aviaxazebs Tavisuflad SeuZliaT, TiToeuli dRis TiToeuli reisis, TiToeuli adgilis gayidva. maT SeuZliaT daadon sakmaod dabali fasi, ris Sedegadac yvela adgili daijavSneba da daelodon TviTmfrinavis afrenas. magram aseTi midgomiT adamianisTvis SeuZlebeli iqneboda reisamde 23 kviriT adre daejavSna raime adgili. rogori gabrazebulebi iqnebodnen myidvelebi, rodesac naxavdnen, rom 3 dRiT adre SeuZlebeli iqneboda adgilis yidva ama Tu im reisze? am dilemis gacnobierebis Semdeg, uceb xvdebiT, rom aviabileTis fasi arc iseTi Zviria. miuxedavad imisa, rom niu-iorki_maiamis TviTmfrinavis yvela mgzavri, romelic sxvadasxva adgils ikavebs erTi mimarTulebiT mifrinavs, produqti araa erTferovani. Tqven naklebs ixdiT, rodesac ukveTavT adgils oTxi kviriT adre da ixdiT gacilebiT mets, rodesac ukveTavT oTxi dRiT adre. Continental-i bolomde midis riskze, rod