Chapter 16

■ am Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. ganmartoT, ratom iyeneben kompaniebi sadistribucio arxebs da ganixiloT maTi funqciebi; 22.. ganixiloT,

rogor urTierTqmedeben arxis wevrebi da rogor axorcieleben organizebas arxis muSaobis uzrunvelsayofad;

33.. gansazRvroT kompaniisTvis arsebuli arxis ZiriTadi alternativebi; 44.. ganmartoT, rogor irCevs, afasebs da

uqmnis motivacias kompania arxis wevrebs; 55.. ganixiloT marketinguli logistikisa da integrirebuli

momaragebis jaWvis marTvis mniSvneloba da raoba;

marketingi da sazogadoeba:

socialuri pasuxismgebloba

da marketinguli eTika

TiTqmis dasrulda Tqveni mogzauroba marketingis Sesaval nawilSi. am

ukanasknel TavSi yuradRebas gavamaxvilebT marketingze, rogorc socialur

institutze. pirvel rigSi, Tvals SevavlebT marketingis zogad kritikas,

radgan igi zegavlenas axdens individualur momxmareblebze, sxva biznesebsa

da sazogadoebaze mTlianobaSi. Semdeg, ganvixilavT momxmarebelTa uflebe-

bisa da garemos dacvis sakiTxebs, aseve, sxva samoqalaqo Tu sazogadoebriv

aqtivobebs,romlebic akontrolebs marketings. da bolos, vnaxavT,Tu ra sarge-

blis momtania kompaniisaTvis socialuri pasuxismgeblobisa da eTikuri

praqtikis aqtiurad ganxorcieleba. Tqven naxavT, rom socialuri pasuxismge-

bloba da eTika bevrad metia, vidre, ubralod, pozitiuri qmedeba; isini metad

mniSvnelovania biznesisTvisac.

modiT, mogzaurobis gagrZelebamde, vewvioT socialuri pasuxismgblobis

koncefcias biznesurTierTobebSi. ukanaskneli ramdenime wlis ganmavlobaSi,

Nike-i, socialuri pasuxismgeblobis TvalsazrisiT, kritikis qarcecxlSi moe-

qca. kritikosebi mas adanaSaulebdnen, rom igi sakuTar mogebas momxmareblisa

da farTo sazogadoebis interesebis win ayenebda rogorc Sin, aseve

sazRvargareT. Tqven, albaT, wagikiTxavT statiebi, romlebSic saubaria Nike-issazRvargareTul maRaziebSi, e.w. ,,Sweatshop’’-ebSi arsebul gadacdomebze (da

mZime samuSao pirobebze), aseve, Raribi raionebis momxmarebelTa eqspluataci-

aze. marTalia Tu ara es kritika? amis Sesaxeb qvemoT SeityobT.

Tu “Nike”-s da `sayovelTao socialur pasuxismgeblobas” erTi da imave

mniSvnelobiT vixmarT, momxmareblebis umetesobas negatiuri reaqcia

eqneba. bolo wlebSi, bevrma maTganma Semdegi dasaTaurebis statiebi

waikiTxa: `Nike Axes Sweatshop-ebi BBC-s gamoZiebis Semdeg”, `Nike danaSaulebrivad

iyenebs Raribi raionis axalgazrdobas maRalfasiani sportuli fexsacmlis

(Sneakers) realizebaSi” an, ubralod, àkeTe es Nike-is gareSe”. Tumca, sanam

gazeTebSi Nike-s akritikeben, modiT, Cven ufro siRrmiseulad mivudgeT

realobas. SesaZloa gaocebuli darCeT, rodesac yvela im socialuri pasuxis-

mgeblobis Sesaxeb SeityobT, romelTac Nike-i samyaros gasaumjobeseblad

axorcielebs.

fexsacmlis warmatebulad gayidvis miuxedavad, an, SesaZloa, am warmatebis

gamoc, Nike sakmaod mZafri kritikis qveS moyva. rogorc amaze sagazeTo

saTaurebi metyvelebs, kompania daadanaSaules yvelaferSi, dawyebuli misi

maRaziebis Sweatshop-ebis marTviT, sabavSvo Sromis gamoyenebiTa da dabali

Semosavlis mqone momxmarebelTa eqspluataciiT, damTavrebuli garemos dabin-

16ggzzaammkkvvlleevvii || ideebis kvaldakval

ZurebiT. xSirad, aseT viTarebaSi sakmaod rTulia simarTlisa da sicruis

garkveva.

ganvixiloT Nike-is Sweatshop-ebisadmi arsebuli braldebebi. dRes, bevri

sxva kompaniis msgavsad, xarjebisa da fasebis meti konkurentunarianobis

SesanarCuneblad, Nike-i produqciis autsorsings iseTi dabali Semosavlis

mqone qveynebSi axorcielebs, rogorebic aris CineTi, vietnami, tailandi,

indonezia, filipinebi da pakistani. problema ki SemdegSia: didi dovlaTis

mqone dasavleTelebis gadmosaxedidan, mesame samyaros qveynebis bevr

qarxanaSi, marTlac rom, SemaZrwunebeli samuSao pirobebia. aq samuSao saaTebi

sakmaod xangrZlivia, muSaobis pirobebi ki _ naklebad usafrTxo, iyeneben

bavSvebis Sromas da sasowarkveTil xalxs, romelic mzad aris nebismieri

saxis samuSaos Sesasruleblad, sTavazoben arastandartul anazRaurebas.

maSin, rodesac Nike-ma warmoebis mniSvnelovani nawili autsorsingiT ucxoel

qvekontraqtorebs gadasca, aseTi darRvevebis faqtebi kidev ufro gamoaS-kar-

avda. es sakiTxi sajaro ganxilvis sagnad 1996 wels iqca, rodesac New YorkTimes-ma Nike-i Sweatshop-is araswor marTvasa da sabavSvo Sromis gamoyenebaSi

daadanaSaula. mas maleve SeuerTdnen sxva kritikosebi, romlebmac daxates

gaumaZRari Nike-is suraTi, romlis mogebis wyaros warmoadgendnen dabali

anazRaurebis mqone ucxoeli muSebi, umetesad bavSvebi, iZulebulni, mis

qarxnebSi mZime pirobebSi emuSavaT.

Nike-ma Semdegnairi reagireba moaxdina: ramdenime wliT adre, Seqmna qqcceevviiss

kkooddeeqqssii, romliTac Tavisi kontraqtorebisagan socialurad ufro meti pasux-

ismgeblobis mqone praqtikul saqmianobas moiTxovda. ufro metic, mTavari

aRmasruleblis fil naiTis TqmiT, Nike-ma marTlac gaaumjobesa dabali

Semosavlis mqone mosaxleobis samuSao pirobebi. ìm qveynebSi, sadac misi pro-

duqciis warmoeba kontraqtis safuZvelze xorcieldeba, Nike-i dadgenil mini-

malur xelfasze orjer mets anazRaurebs,” _ amtkicebs igi. miuxedavad amisa,

Nike acxadebda: vin varT Cven, rom sxva qveynebis wesebi ganvsazRvroT,

gadavwyvitoT, Tu vin aris bavSvi, vis da ra pirobebSi aqvs muSaobis ufleba.

zogierTma ganviTarebadma qveyanam mravalnacionaluri korporaciis e.w. ,,mamo-

brivi’’ wesdebebis mimarT realuri ukmayofileba gamoxta. da mainc,Nike-i seri-ozulad moekida braldebebs da kritikis nawili samarTlianad miiRo. man

samoqalaqo uflebebis liders da gaerTianebuli erebis yofil elCs endriu

iangs Nike-is sazRvargareTis qarxnebis monaxulebis ufleba misca. Tumca,

iangma daafiqsira saqmianobis gaumjobesebis saWiroebis Sesaxeb, cudi mopyro-

bis erTi magaliTic ki ver aRmoaCina. miuxedavad Nike-is reagirebisa, misi ucx-ouri warmoebis kritika kvlav gagrZelda.

Nike-ma kritika sakuTar samSobloSic daimsaxura. igi yvelaze

ZviradRirebuli fexsacmlis dabali Semosavlis mqone ojaxebze gamizvnaSi

daadanaSaules, ramac aRniSnuli fexsacmeli Rarib ubnebSi mcxovrebi

bavSvebisaTvis ZviradRirebuli statusis simbolod aqcia. kritikosebis

gadmocemiT, Nike-is 100-dolariani sportuli fexsacmlis gamo, axalgazrdebi

qalaqis ubnebSi erTmaneTs iaraRiT dasdevdnen. Nike-i mxolod praqtikul

fexsacmels rodi yidis, amtkiceben isini, igi momxmarebels didi biujetis

mqone marketinguli kampaniis mier Seqmnil uaRresad aTletur imijs

sTavazobs. maRali fasi aRiqmeba, rogorc Rirebuleba gansakuTrebuli sam-

yaros wevrobisaTvis, romelsac, ùbralod, gaakeTe”-s lozungiT, maikl jor-

danisa da lebron jeinsis lategoriis pirebi qmnian.

amgvari kritikis sawinaaRmdegod, Nike-i dauRalavad muSaobs socialurad

pasuxismgebeli globaluri moqalaqis statusis mosapoveblad. kompaniis veb-

gverdze (www.nikebiz.com) daawkapuneT Rilakze `pasuxismgebloba” da SeityobT,

rom Nike-s sasargeblo saqmianobisaTvis sagangebo dRis wesrigi gaaCnia. `Cveni

xedvaa, viyoT inovatoruli da magaliTis mimcemi globaluri moqalaqe biznes-

samyaroSi, _ ambobs Nike-i, _ rogorc kompania da rogorc individebi, Cven, mTel

msoflioSi, gulmodgined vuwyobT xels yvela im sazogadoebas, sadac

vcxovrobT, vmuSaobT da vTamaSobT”. es banaluri sityvebia, magram Nike-i amxedvas Tavisi qmedebebiT umagrebs zurgs.

gasul wels, Nike-ma da Nike Foundation-ma 29 milion dolarze meti naRdi

fuli da produqcia dauTmes programebs, romlebic axalgazrdebs sportul

cxovrebaSi monawileobisken mouwodebda da globalizaciisken iyo

668 TTaavvii mmeeooTTxxee marketingis damatebiTi sakiTxebi

TTaavvii 1166 marketingi da sazogadoeba: socialuri pasuxismgebloba da marketinguli eTika 669

mimarTuli. kompaniis mizania wliuri Semosavlis 3 procentis daTmoba

qvelmoqmedebisTvis, arakomerciuli da sazogadoebrivi organizaciebisaTvis

mTel msoflioSi. ai, Nike-is saqvelmoqmedo saqmianobaTa mciredi nawili:

araswori kvebiT, arasakmarisi aqtiurobiTa da usafrTxoebis naklebobiT

gamowveuli simsuqnisa da diabetis winaaRmdeg brZolisaTvis, NikeGO programamWidrod TanamSromlobs Boys & Girls Clubs of America-sTan (amerikis gogonebisa da

biWebis klubebi). programa afinansebs bavSvebisaTvis SemuSavebul RonisZie-

bebs, rac zrdis klubis wevrebis aqtiurobas. es aris programebi, romlebic

bavSvebs `winsvlisaTvis” amzadebs. NikeGo-s fondi xels uwyobs qveyanaSi arse-

buli saTamaSo moednebis movlasa da maT saTanado aRWurvas. magaliTad,

axlaxan, man mxari dauWira portlandis sazogadoebriv parkebSi kalaTburTis

moednebis ganaxlebis ideas, kerZod, moednebis safaris, kalaTburTis farebisa

da badeebis mowesrigebas.

Nike-is `jordanis fundamenturi sagranto programa“ im maswavleblebsa

da profesionalebs ajildoebs, romlebic VI_XII klasebis dabali ekonomi-

kuri SesaZleblobebis moswavleebisaTvis inovaciuri swavlebas gegmaven.

agreTve, igi mxars uWers Self Enhancement Inc.-s (SEI), romelic muSaobs skolebTan

da ojaxebTan, raTa portlandis (Nike-is mSobliuri qalaqi) dabali fenis

macxovreblebisaTvis ganaviTaros klasgareSe programebi ganaTlebis,

garTobisa da xelovnebis sferoebSi, maTi potencialis sruli

realizebisaTvis.

Nike-i mxars uWers axalgazrdobis ganviTarebis programas Wings of America(àmerikis frTebi”), romelic SeerTebul Statebsa da kanadaSi indiel

axalgazrdebTan muSaobs. Pprogramis mizania, 5-dan 14 wlamde asakis axalgaz-

rdebSi xelmZRvanelobis Cvevebis, Rirsebis grZnobisa da kulturuli siamayis

Camoyalibeba.

sportSi bavSvebis aqtiurad Casabmelad,Nike-i, organizebuli programebisa

da sagangebo sportuli aRWurvilobis meSveobiT, muSaobs axvadasxva qveynebis

mTavrobebTan, adgilobriv sazogadoebebTan, arasamTavrobo da sportul

organizaciebTan. axlaxan, Nike-ma Tavis partnior fabrikas CineTSi axali Nike-is safexburTo parki aCuqa. es obieqti ufasoa fexburTis moyvarulTaTvis.

agreTve, skolis Semdeg da dasvenebis dReebSi, bavSvebis usafrTxo saTamaSo

adgilebiT uzrunvelsayofad, Nike-i Sanxais ganaTlebis biurosTan Tanam-

Sromlobs.

qveynebSi, sadac saqmianobs, Nike-i, Sewirulobis saxiT, gascems fuls

ganaTlebisa da sazogadoebis ganviTarebisaTvis, agreTve, sesxebs mcire

biznesisaTvis. magaliTad, tailandSi man daarsa Nike-is saxelobis sofeli,

sadac xdeba progresuli mewarmeobisa da sazogadoebis ganviTarebis Serwyma.

es programa Nike-is kontraqtorebs aZlevs stimuls, raTa maT warmoebis fil-

ialebi gaitanon soflad, rac gadatvirTul bangkokSi SeaCerebs migracias.

Nike-is sofelSi funqcionirebs sazogadoebrivi centri, mikrosesxebis pro-

gramebi, ekologiisa da janmrTelobis saganmanaTleblo centrebi da qalTa

saadvokato jgufebi, rac uzrunvelyofs ganaTlebas biznesSi da treiningebs

uflebamosilebis sakiTxebSi.

sakuTar samewarmeo praqtikaze dakvirvebiT, Nike-ma aiRo valdebuleba,

`Seeqmna socialuri pasuxismgeblobis biznesrealoba, romelic moemsaxure-

boda muSaTa cxovrebis gaumjobesebas”. magaliTad,Nike-is qcevis kodeqsi, axla

ukve, 18 enazea xelmisawvdomi. igi gansazRvravs Nike-is pozicias bavSvTa

SromasTan, iZulebiT muSaobasTan, kompensaciasTan, mogebasTan, samuSao saaTeb-

Tan, garemos dacvasTan, sawarmoo usafrTxoebasa da jandacvasTan dakavSire-

biT. kontraqtorebma es kodeqsi iseT adgilas unda ganaTavson, sadac Tanam-

Sromlebi SeZleben mis wakiTxvas da daadastureben misdami erTgulebas. dRes,

Nike-s sakuTari produqciis mwarmoebel qveynebSi 85 TanamSromeli hyavs, rom-

lebic mimwodeblebis qarxnebSi yoveldRiurad atareben arsebuli viTarebis

monitorings.

Nike-s aRebuli aqvs garemos dacvis mxardaWeris valdebulebebic.

janmrTelobis mxriv, igi awarmoebs iseT saimedo produqcias, rogoric aris

fexsacmeli, romelic ar Seicavs PVC_s (qlorids) da tansacmels, romelic 100

procentiani bunebrivi kotonisagan aris damzadebuli. Nike-is fexsacmlis meo-

radi gamoyenebis programis mixedviT, grovdeba nebismieri saxis Zveli

fexsacmeli – weliwadSi, daaxloebiT, 2 milioni wyvili – iSleba, gadamuSav-

deba da mieniWeba axali sicocxle sxvadasxva meoradi produqtis saxiT.

programiT `haeri dedamiwas”, Nike-i muSaobs garemos dacvis organizaciebTan,

raTa IV_IX klasebis moswavleebi gaarkvios konservirebis, xelaxali gamoyene-

bisa da narCenebis gadamuSavebis sakiTxebSi.

globaluri organizaciebis umetesobis msgavsad, rodesac laparakia

socialur pasuxismgeblobaze, Nike-i Tavis srulyofilebas kargavs. `Cven ram-

denime Secdoma davuSviT,” _ ambobs mTavari aRmasrulebeli, batoni naiTi. mag-

ram, Secdomebi Cveni survilisa da mcdelobis sawinaaRmdegod moxda.

socialuri pasuxismgeblobis sakiTxebi iSviTad aris naTlad gamokveTili. da

mainc, isini Zalian, Zalian mniSvnelovana. naiTi ganmartavs:

rogorc msoflios moqalaqem, Nike-ma sworad unda imoqmedos. mevici, ra aris saWiro kargi maCveneblisaTvis, vici, rodesac finansur

departamentSi kvartalur Sedegebs vkiTxulob. magram, danamdvilebiT

ar vici, rogor vsazRvravT karg maCvenebels korporaciuli pasuxis-

mgeblobis sferoSi. ara mgonia, es vinmem icodes. ratom? imitom, rom

ar arsebobs standartebi, SeTanxmebuli ganmartebebi . . . sanam aseTi

standartebi gveqneba, Cven es sakuTa-ri SesaZleblobebiT unda

davadginoT. XXI saukuneSi, Nike-isa da yvela sxva globaluri kom-

paniis maCvenebels cxovrebis xarisxze zegavlena gansazRvravs, rac

Semosavlisa da mogebis marJebis zrdis sawindaria.

gonierma marketologebma aRmoaCines, Tu ra surT momxmareblebs. Sesabamisad,

isini maT moTxovnilebebs iseTi marketinguli SeTavazebebiT pasuxoben, rom-

lebic myidvels faseulobiTa da kmayofilebiT uzrunvelyofs, mewarmes ki _

mogebiT. marketinguli koncefcia aris momxmareblis kmayofile-bisa da

ormxrivi mogebis filosofia. misi praqtikaSi gamoyeneba, uxilavi ZaliT,

xelmZRvanelobs ekonomikas, raTa daakmayofilos milionobiT momxmareblis

uamravi da cvalebadi moTxovnebi.

magram, yvela marketologi marketingul koncefcias rodi misdevs. realu-

rad, zogierTi kompania saeWvo praqtikas iyenebs da zogierTi marketinguli

qmedebac, erTi SexedviT, TiTqos, normaluri, did gavlenas axdens farTo sazo-

gadoebaze. ganvixiloT sigaretiT vaWroba. erTis mxriv, kompania sigaretis

gayidvisas, mweveli ki misi SeZenisas Tavisufalia. magram, es garigeba gavlenas

axdens sazogadoebriv interesebze. pirveli _ mweveli zians ayenebs sakuTar

janmrTelobas, ramac SesaZloa mis sicocxles Seuqmnas safrTxe. meore _ mow-

eva mZime tvirTad awevs mwevelis ojaxs da, zogadad, sazogadoebas. mesame _

mwevelis garSemo myofma adamianebma, rogorc pasiurma mwevelebma, SesaZloa

diskomforti igrZnon. da bolos _ mozardebisken mimarTulma sigaretis mar-

ketingma SesaZloa axalgazrdebs mowevis dawyebisaken ubiZgos. amrigad, bolo

wlebSi, Tambaqos produqciis marketingulma kampaniam aSkara debatebi gamoi-

wvia. es magaliTi gviCvenebs, rom kerZo garigebebma SesaZloa sazogadoebrivi

politikis mZafri reaqcia gamoiwvios.

am TavSi marketinguli saqmianobis socialur gavlenas ganvixilavT. ra

aris marketingis socialuri kritikis yvelaze xSiri sagani? ra gzebs

mimarTaven moqalaqeebi marketinguli zianis SesazRudad? ra qmedebebs axor-

cieleben kanonmdeblebi da samTavrobo saagentoebi marketinguli zianis

SesaCereblad? ra nabijebi gadadges saqmeSi Caxedulma kompaniebma socialuri

pasuxismgeblobisa da eTikuri marketingis SesamuSaveblad? vnaxoT, ra gavle-

nas axdens marketingze TiToeuli es sakiTxi, aseve, Tavad marketingis gavlena

TiToeul am sakiTxze.

■❚ mmaarrkkeettiinnggiiss ssaazzooggaaddooeebbrriivvii kkrriittiikkaa

marketings sakmaod xSirad akritikeben. zogierTi braldeba samarTliania, ume-

tesi nawili ki _ ara. sazogadoebrivi kritikis Tanaxmad, garkveuli saxis mar-

ketinguli saqmianoba zians ayenebs individualur momxmreblebs, mTlianad

sazogadoebas da biznesis sxva warmomadgenlebs.



mmaarrkkeettiinnggiiss ggaavvlleennaa iinnddiivviidduuaalluurr mmoommxxmmaarreebbeellzzee

momxmarebeli dainteresebulia imiT, Tu ramdenad emsaxureba amerikuli mar-

ketinguli sistema maT interesebs. Kkvlevebi gviCvenebs, rom momxmarebels

marke-tinguli praqtikisadmi Sereuli an arc Tu mTlad dadebiTi damokidebu-

laba gaaCnia. momxmareblebi, maTi advokatebi, samTavrobo saagentoebi da sxva

kritikosebi marketings momxmarebelTaTvis iseTi zianis miyenebaSi

adanaSaule-ben, rogoricaa maRali fasebi, macduri praqtika, gayidva Zlieri

zewoliT, uvargisi da arc Tu usafrTxo produqtebi, produqciis dagegmili

daZveleba da araxelsayreli momxmareblis cudi momsaxureba.

mmaaRRaallii ffaasseebbii.. bevri kritikosi acxadebs, rom amerikuli marketinguli sis-

temis mier SemuSavebuli fasebi, ufro `gonieri” sistemis fasebTan SedarebiT,

bevrad maRalia. amis mizezad isini sam faqtors asaxeleben – distribuciis

maRal xarjebs, reklamirebisa da stimulirebis maRal xarjebs da

gadaWarbebul fasnamats.

ddiissttrriibbuucciiiiss mmaaRRaallii xxaarrjjeebbii.. dRemde, davis sagans wsarmoadgens is sakiTxi,

rom xarbi Suamavlebis mier daweseuli fasebi aWarbebs maTi momsaxurebis

realur safasurs. kritikosebi acxadeben, rom araerTi Suamavali Tavis saqmi-

anobas araefeqturad da ubadrukad uZRveba, xSir SemTxvevaSi ki, arasaWiro da

ormag momsaxurebas eweva. Sedegad,distribucia Zviri jdeba da momxmarebelic

am gazrdil Rirebulebas maRali fasebis formiT ixdis.

rogor reagireben gadamyidvelebi am braldebebze? isini amtkiceben, rom

Suamavlebi asruleben im samuSaos,romlis gakeTebac,sxva SemTxvevaSi, mewarmes

an momxmarebls mouwevda. fasnamati asaxavs momsaxurebebs, romlebsac TviT

momxmareblebi moiTxoven – meti moxerxebuloba, farTo asortimenti, didi

farTi, xangrZlivi samuSao saaTebi, saqonlis dabrunebis privilegiebi da sxva.

isini amtkiceben, rom sacalo vaWrobaSi, mZlavri konkurenciis gamo, marJebi

sakmaod dabalia. magaliTad, gadasaxadebis gamoklebiT, supermarketebis qsels,

Cveulebriv, gayidvebidan mogebis mxolod erTi procenti rCeba. Tu zogierTi

gadamyidveli Seecdeba,fasnamati,gaweul xarjebTan SedarebiT,araadeqvaturad

maRali daawesos, sxva gadamyidvelebi ufro dabal fass daaweseben. dabali

fasebis mqone maRaziebs Wal-Mar-s,Best Buy-sa da sxva diskaunterebs (mcire fas-namatze momuSaveebs) TavianTi konkurentebi zewolis qveS hyavT, riTac

aiZuleben, efeqturad imuSaon da dabali fasebi SeinarCunon.

rreekkllaammiissaa ddaa ssttiimmuulliirreebbiiss mmaaRRaa--

llii xxaarrjjeebbii.. Tanamedrove market-

ings, aseve, adanaSauleben fasebis

gazrdaSi reklamirebisa da gayid-

vis stimulirebisaTvis gaweuli

mniSvnelovani xarjebis gamo. maga-

liTad, aqtiurad stimulirebuli

aspirinis 12 abi iyideba zustad

imave fasSi, rogorSic naklebi

stimulirebis mqone sxva aspirinis

100 abi. sxvadaxva produqciis –

kosmetikis, sadezinfeqcio saSuale-

bebis, tualetis nivTebis stim-

ulirebisa da SefuTvis xarjebma,

sacalo movaWresaTvis, SesaZloa

mwarmoeblis fasis 40 an meti pro-

centi Seadginos. kritikosebis

mtkicebiT,SefuTva da stimulireba

produqcias, umetes SemTxvevaSi,

ufro fsiqologiur faseulobas

matebs, vidre funqcionalurs. saca-

lo movaWreebi stimulirebis dama-

tebiT saSualebebs iyeneben, rogo-

rebicaa reklama, gamofena da

■ Zlieri stimulirebis mqone aspirinis brendi bevrad ufro kargad iyide-

ba, vidre virtualurad identuri ara-brendirebuli produqti. kritikosebis

mtkicebiT, SefuTva da stimulireba produqcias, umetes SemTxvevaSi, ufro

fsiqologiur faseulobas matebs, vidre funqcionalurs.

totalizatori, rac mis fasebs ramdenime centiT zrdis.

amgvar braldebebze marketologebi pasuxoben, rom, xSirad, momxmarebels

SeuZlia produqciis msgavsi funqciuri versiebis dabal fasad SeZenac, Tumca,

maT urCevniaT meti gadaixadon produciaSi, rome-lic fsiqologiur sargebel-

sac gulisxmobs – amiT isini Tavs SeZlebulad, mimzidvelad da gansakuTrebu-

lebad grZnoben. SesaZloa, brendis saxelis mqone produqciis Rirebuleba

metia, magram brendireba momxmarebels produqciis xarisxis SesabamisobaSi

arwmunebs. Zlieri reklamireba zrdis aramarto produqciis xarjebs, aramed

mis faseulobasac, axdens ra mi-lionobiT poteciuri myidvelis informirebas

brendis xelmisawvdomobisa da Rirsebebis Sesaxeb. Tu momxmarebels surs,

Seityos bazris tendenciebi, man isic unda icodes, rom reklamirebaze mewarme

did Tanxebs xarjavs. mZlavri reklamireba da stimulireba SesaZloa aucile-

beli aRmoCndes mewarmisaTvis, raTa man metoqis Zalisxmevas gauwios konkuren-

cia – Tu biznesi konkurentis mier gaweul xarjebs ar akontrolebs, igi `gone-

briv wils” dakargavs. amavdroulad, stimulirebis xarjebs kompaniebi

Segnebulad udgebian da cdiloben, rom fuli gonivrulad daxarjon.

ggaaddaaWWaarrbbeebbuullii ffaassnnaammaattii.. kritikosebi kompaniebs saqonelze gadaWarbebuli

fasnamatis dawesebaSic adanaSauleben. isini miuTiTeben samedicino mrewvelo-

baze, sadac erTi abi, romlis damzadeba 5 cents saWiroebs, momxmarebelisaTvis

2 dolari Rirs. isini asaxeleben damkrZalavi biuroebis fasebis taqtikas, rac

naTesavebis emociebzea gaTvlili; agreTve, televizorebisa da avtomobilebis

remontisaTvis dawesebul maRal fasebs.

yovelive amaze marketologebi pasuxoben, rom biznesebis umravlesoba

cdilobs, momxmarebelTan patiosani urTierTobebi daamyaros, radgan kom-

paniebi biznesis kvlavwarmoebiT arian dainteresebuli. momxmarebelTa ukmay-

ofileba winaswar ganzraxuli ar aris. rodesac umecari marketologi momx-

mareblis xarjze upiratesobis mopovebas Seecdeba, mas axsna-ganmartebebis

micema mouwevs `Better business~ biuroebsa da Statebis an federalur saagen-

toebSi. marketologebi pasuxoben, rom momxmarebeli, xSirad, ver aRiqvams maRa-

li fasnamatis mizezs. magaliTad, farmacevtulma fasnamatma unda dafaros

Sesyidvis, stimulirebisa da arsebuli medikamentebis distribuciis xarjebi,

rasac emateba axali medikamentis kvlevis, testirebisa da formulirebis

maRali xarjebic.

mmaaccdduurrii pprraaqqttiikkaa.. marketologebs, xSirad, macduri praqtikis gamoyenebaSi

adanaSauleben. am dros, isini momx-

marebels ajereben, rom igi rea-

lurze met faseulobas miiRebs.

ZiriTadad, gamoiyeneba macduri

praqtikis sami saxe: macduri fas-

warmoqmna, stimulireba da SefuTva.

macduri faswarmoqmna gulisxmobs

`saqarxno” an `sabiTumo” fasebis

cru reklamirebas, aseve, did fas-

daklebebs, viTomc da maRali

sacalo fasebis CamonaTvalidan.

macduri stimulireba niSnavs iseT

praqtikas, rodesac xdeba pro-

duqciis Tvisebebis an misi gansa-

kuTrebulobis gazviadeba, iafi sa-

qonlisaTvis myidvelis maRaziaSi

mityueba maSin, rodesac iq

Sesabamisi maragi ar arebobs. mac-

duri SefuTva glisxmobs SesafuTi

produqciis faseulobis gazrdas

SefuTvis daxvewili dizainis saSua-

lebiT, SecdomaSi Semyvani etiketis

gamoyenebas an produqciis zomis

aramarTebuli terminebiT gadmoce-

mas.


■ saeWvo marketinguli praqtika: totalizatoris promouter Publishers ClearingHouse-s, cota xnis win, sakmaod Zvirad daujda braldeba imis Taobaze, rom

man, Tavisi Zlieri zewolis taqtikiT, SecdomaSi Seiyvana momxmareblebi da

daajera, rom ararsebul prizebs moigebdnen.


saeWvo marketinguli saqmianobis SemTxvevebi, marTlac rom, arsebobs.

albaT, erTxel mainc SegvxvedriaT safosto konverti Semdegi Sinaarsis

gzavniliT: `Tqven moigeT 10 000 000 dolari”, an internetSi, moulodnelad,

gamo-Cenila gamosaxuleba SemoTavaze-biT ufaso saqonelisa Tu didi fasdak-

lebis Sesaxeb. ukanasknel wlebSi, doRis totalizatorze moTamaSe kom-

paniebma, sakuTari macduri sakomunikacio praqtikis gamo, mkacri kritika daim-

saxures. axlaxan, maT promouter Publisher Clearing House-s sakmaod Zvirad daujda

braldeba, romlis Tanaxmad, am ukanasknelma, Zlieri zewolis taqtikis

saSualebiT, SecdomaSi Seiyvana momxmareblebi da daajera, rom ararsebul

prizebs moigebdnen. Wisconsin-is Statis generaluri rwmunebuli amtkicebda:

àrseboben xanSi Sesuli momxmareblebi, romlebic doRze moTamaSe kompaniebs,

yovel kviras, ugzavnian Cekebsa da fulad SekveTebs darTuli SeniSvnebiT,

sadac ukmayofilebas gamoTqvamen imis gamo, rom prizebis CamonaTvali ver

miiRes’’.

macdurma pratikam Sesabamisi kanonmdeblobisa da momxmareblis dacvis

sxva qmedebebis aucilebloba warmoSva. magaliTad, 1983 wels, kongresis rea-

gireba gamoiwvia fleiSenis (Fleishman’s Yeast’s) saCivarma, romlis Tanaxmad, fed-

eraluri vaWrobis komisias (FTC), Wheeler-Lea-is aqtis miRebiT, ùsamarTlo an

macduri qmdebebisa Tu praqtikuli saqmianobebis” mowesrigebis ufleba

mieniWa. FTC-m gamoaqveyna ramdenime saxelmZRvanelo dokumenti macduri praq-

tikis faqtebis CamonaTvlis TanxlebiT. axali kanonebis arsebobis miuxedavad,

zogierTi kritikosi amtkicebs, rom saCivrebi macduri praqtikis Sesaxeb jer

kidev arsebobs. magaliTad, ukanasknelma kvlevam cxadyo, rom nebayoflobiT

miRebuli elfostis TiTqmis ori mesamedi cru anu SecdomaSi Semyvan infor-

macias Seicavs.

yvelaze rTulia gansazRvro is, Tu ra aris `macduri”. axlaxan, Palm-ma

Tanxmoba ganacxada, reagireba moexdina federaluri vaWrobis komisiis bral-

debebze, romelTa mixedviT, kompaniis portatuli kompiuterebis reklama cru

infomacias Seicavda. reklamis Tanaxmad, Palm-is kompiuterebi, maTSi Camon-

taJebuli specialuri mowyobilobebiT, ukabelo internetis xelmisawvdomobas

uzrunvelyofen. es Seesabameboda mxolod ramdenime models; Palm-is mod-

elebis umetesoba ki aseT serviss, damatebiTi modemebisa da saTanado progra-

muli uzrunvelyofis gareSe, ar uzrunvelyofda. kidev erTi, reklamaSi ar iyo

naxsenebi, rom erT-erTi modeli, romelic ukabelo internetsa da elfostas

uzrunvelyofda, gulisxmobda kompaniis Palm.Net-is internetiT momsaxurebis

yovelTviur gadasaxads. amrigad, miuxedavad imisa, rom reklamaSi mocemuli

informacia teqnikurad simarTles Seefereboda, arasrulma informaciam

zogierT momxmarebels araswori warmodgena Seuqmna. FTC-is gankargulebis

Tanaxmad, Palm-s daevala, `sayovelTaod gamoecxadebina, rom reklamirebuli

funqciebis misaRebad, momxmareblebs damatebiTi mowyobilobebis SeZena

uxdebaT”.

marketologebi amtkiceben, rom kompaniebis umetesoba macduri praqtikis

gamoyenebas Tavs aridebs, radgan igi maT bizness didi xniT azaralebs. momge-

biani samomxmareblo urTierToba faseulobasa da ndobas efuZneba. Tu momx-

marebeli ar miiRebs imas, rasac elis, igi ufro saimedo produqtze gadaer-

Tveba. amasTan erTad, momxmarebeli, xSirad, Tavs icavs motyuebisagan. maTi

umetesoba marketologis ganzraxvas xvdeba da sifrTxiles iCens produqciis

SeZenisas.

Tumca, gamoCenilma marketologma Teodor levitma, erTxel, aRniSna, rom,

zogjer, reklama yuradRebis misapyrobad aris gazviadebuli da es SesaZloa

sasurvelic iyos: `Znelia moZebno kompania, romelic gadaurCeba gakotrebas,

Tuki sakuTari momsaxurebis SedarebiT gadaWarbebulad wardgenaze ityvis

uars, radgan mwir momsaxurebas aravin yidulobs. ufro metic, igi uaryofs...

xalxis gulwrfel moTxovnilebebsa da faseulobebs, radgan damaxinjebis,

Selamazebisa da srulyofis gareSe, cxovreba uRimRamo, mosawyeni da mtkivneu-

lia.”

ggaayyiiddvvaa ZZlliieerrii zzeewwoolliiTT.. zogjer, realizatorebs Zlieri zewoliT ganxor-

cielebul gayidvaSi adanaSauleben, rodesac momxmareblebs arwmuneben, iyidon

is saqoneli, romlis yidvac ganzraxuli ara aqvT. xSirad, amboben, rom

dazRveva, uZravi qoneba da manqanebi gaiyida da ara iyides. gadmosabireblad


gamyidveli personali mSvidad, dabejiTebiT saubrobs. isini yidian mondo-

mebiT, radgan ician, Tu ra waxaliseba elis mas, vinc yvelaze met saqonels

gayidis.

marketologebma ician, rom myidveli SeiZleba Seityuon da ayidinon sag-

nebi, romlis SeZena ar surT an ar sWirdebaT. realizatorebisagan, romlebic

saqonels kardakar siaruliTa da telefonis saSualebiT yidian, kanoni pro-

duqtis gayidvis Sesaxeb ganacxadis gakeTebas moiTxovs. agreTve, myidvelebs

eZlevaT `gagrilebis samdRiani vada”, romliTac, kontraqtis awon-dawonvis

Semdeg, maT uaris Tqmis ufleba eZlevaT. amasTan, Tu momxmarebeli igrZnobs,

rom masze gayidvis gadaWarbebuli zewola ganxorcielda, mas SeuZlia

saCivari Seitanos e.w. `̀Better Business~~ biuroebSi an mimarTos momxmarebelTa

dacvis saagentoebs.

magram, umeteswilad, marketologisaTvis Zlieri SeteviT gayidva nakleb-

momgebiania. aseTma taqtikam SesaZloa imuSaos erTjeradi gayidvebis

SemTxvevaSi, moklevadiani mogebis misaRebad. Tumca, gayidvebis umetesoba

faseul myidvelTan grZelvadiani urTerTobis agebas gulisxmobs. Zlieri

zewoliT ganxorcielebulma Tu macdurma gayidvam SesaZloa aseT urTier-

Tobebs seriozuli ziani miayenos. magaliTad, warmoidgineT,rom Procter&Gamble-is sareklamo menejeri Seecados,Wal-Mart-is myidvelze Zlieri SeteviT gayidva

ganaxorcielos, an IBM-is realizatorma General Electrics-is infomaciuli

teqnologiebis menejeri ,,gaabruos’’. es, ubralod, ver imuSavebs.

uuvvaarrggiissii aann aarraassaaiimmeeddoo pprroodduuqqcciiaa.. kritikis kidev erTi sagania xarisxis

nakleboba. ukmayofilebis erT-erTi mizezi ki gaxlavT is, rom produqti ar

aris kargad damzadebuli da momsaxurebac arasaTanadoa. arsebobs sxva

mizezic, kerZod, bevri produqcia naklebi sargeblobis momtani an, sulac,

saziano SeiZleba iyos. magaliTad, dResdReobiT, araerTi kritikosi miuTiTebs

swrafi kvebis produqtebis maRal cximianobaze. axlxan, McDonald’s-isasamarTlo pasuxismgeblobis winaSe aRmoCnda, radgan misma sakvebma produq-

ciam sazogadoebaSi simsuqnis èpidemia” gamoiwvia.

sami wlis win, parodiulma gazeTma `The Onion” iumoristuli sta-

tia dabeWda saxelwodebiT `Hershey-s dakveTiT, msuqanma amerikelebma

135 miliardi dolari gadaixades.” hipotezurma klasobrivma aqciam

sasamarTloSi ganacxada, rom Hershey-m, `ganzrax da jiutad”, bavSvebze

ganaxorciela marketinguli saqmianoba da SesTavaza maT `msuye,cximi-

ani kamfetebis filebi, romlebic Seicavda Sokoladsa da umniSvnelo

sakvebi faseulobis mqone sxva ingredientebs”. amavdroulad, igi maT

`miwis TxiliT, xraSuna brinjiTa da karameliT avsebda~, raTa

gaezarda `momxmarebelTaTvis maTi mimzidveloba”. gasul zafxuls,

niu-iorkis advokatma sem hirSma analogiuri sarCeli McDonald’s-iswinaaRmdeg Seitana, bavSvebis zedmetad gasuqebis gamo. igi amtkicebda,

rom `didi raodenobis cximis, marilis, Saqarisa da qolesterinis

Semcveli” swrafi kvebis obieqtebi marketings àraakuratulad,yovel-

gvari sifrTxilis gareSe, uyuradRebod da ganzrax” bavSvebze ageben.

amasTan, myidvels ar afrTxileben, rom am ingredientebis miRebam

SesaZloa gamoiwvios `simsuqne, diabeti, gulis daavadebebi, maRali

wneva, insulti, qolesterinis siWarbe da, SesaZloa, simsivnec ki”... 1980

wlidan, patara bavSvebSi (romlebzec swrafi kvebis kompaniebma agre-

siuli marketingi awarmoes) simsuqnis SemTxvevebi gaormagda,

mozardebSi ki – gasammagda.

industriis interesebis damcvelebma es sarCeli araseriozulad miiRes.

gulubryviloa, swrafi kvebis kompanias wauyeno braldeba imis gamo, rom momx-

marebeli gaucnobierebelia `sakveb produqciasTan dakavSirebul sakiTxebSi,

unebisyofoa, genetikuradaa simsuqnisken midrekili da ar varjiSobs, ramac mis

gasuqebaSi garkveuli roli iTamaSa.” aRniSnul argumentacias daeTanxma fed-

eraluri mosamarTlec da saqme daxurulad gamoacxada, Semdegi ganmartebiT:

`kanonis saqme ar aris momxmareblis sakuTari umecrebisgan dacva”. Tumca,

swrafi kvebis industriam mosmenac icis. magaliTad, McDonald’s-i, Kraft-i da Frito-


Lay muSaoben sakveb produqtebSi arteriebis

gamtarianobisaTvis mavne cximebis Semcire-

baze.

momxmarebelTa ukmayofilobis kirev

erT sagans warmoadgens produqciis usaf-

rTxoeba. produqciis usafrTxoebis prob-

lema ramdenime mizeziTaa gamow-veuli; maT

Sorisaa mewarmis indeferentuloba, zed-

metad garTulebuli warmoeba, cudad gawv-

rTnili muSaxeli da xarisxis cudi kon-

troli. wlebis ganmavlobaSi, momxmarebelTa

gaerTianeba (Consumer Union) _ testirebisa dainformaciis arakomerciuli organizacia _

momxmarebelTa Setyobinebebs Jurnalebsa da

veb-gverdebze aqveynebs. aq SexvdebiT infor-

macias Semowmebuli produqciis sxvadasxva

riskis Sesaxeb, maT Soris, eleqtronuli

mowyobilobebiT daSavebis saSiSroebaze,

oTaxis gamaTboblebSi arsebuli karbonis

monoqsidiT mowamvlis SemTxvevebze, gazone-

bis sakreWebisgan daSavebis riskze, avtomo-

bilebis cud dizainsa da bevr sxva sakiT-

xze. organizaciebis Semowmeba Tu sxva

qmedebebi momxmarebels yidvisas ukeTesi

gadawyvetilebebis miRebaSi daexmara, xolo

mewarmeebs misca stimuli,SeewyvitaT saxifa-

To produqciis nakadebi (ix. marketingi

muSaobis procesSi 16.1).

Tumca, mewarmeebis umetesobas xarisxiani produqtis warmoebis survili

aqvs. is, Tu ra damokidebuleba aqvs kompanias xarisxisa da usafrTxoebisadmi,

dadebiTad an uaryofiTad aisaxeba mis reputaciaze.

kompaniebi, romlebic dabali xarisxisa da saxifaTo produqcias yidian,

momxmareblebis jgufebTan da inspeqtorebTan konfliqtis winaSe dganan. ufro

metic, xifaTis Semcveli produqtis warmoebas SesaZloa produqtze pasuxis-

mgebloba da didi jarima moyves. sabolood, aseTi produqciis gamoyenebiT

dazaralebuli momxmarebeli, momavalSi, Tavs aaridebs mis Sesyidvas da amis

Sesaxeb sxva momxmarebelsac amcnobs.

ganvixiloT Bridgestone/Firestone-is magaliTi da vnaxoT, ra moyva Firestone-is6.5 milioni uxarisxo avtosaburavis ukan dabrunebis gaxmaurebul aqcias. pro-

duqciis pasuxismgeblobisa da usafrTxoebis sakiTxma kompania gakotrebis

zRvramde miiyvana.

mogeba gaqra. saburavebis rogorc myidvelebi, ise dilerebi,

Firestone-is nawarms gaurbian. Ford-ma, saburavebis udidesma momxmare-belma, axlaxan, ganacxada, rom igi Firestone-is 13 milioni saburavis

Canacvlebas apirebs, romlebic, misi rwmeniT, arc Tu mTlad

usafrTxoa. `Firestone-is saburavebis moxmarebisas, Tqven misi gaskdomis

didi riskis winaSe dgexarT,” – gvafrTxilebs analitikosi. ramdenad

mZime iqneba finansuri dartyma? Ford-Tan urTierTobis Sewyveta kompa-

nias 7.5 miliardiani Semosavlis 4 procenti daujdeba, anu manqanebis

mwarmoebel kompaniebze gayidvebis, daaxloebiT, 40 procenti. sasamar-

Tlos gadawyvetilebiT dakisrebuli kompensaciebi da saadvokato

xarjebi ki, martivad rom vTqvaT, kompaniis iuridiul momsaxurebaze

gamoyofil rezervebs _ 463 milion dolars gautoldeba. Tu ,,sagzao

moZraobisa da usafrTxoebis administracia’’ Ford-is aqcias mxarsdauWerda, Firestone-i 3 miliard dolarze meti xarjis gawevaze iqne-

boda pasuxismgebeli. Ford-i ki am krizisiT miyenebul danaxarjs

axlac istumrebs. avtomobilebis mwarmoebelma, bolo ori wlis

ganmavlobaSi, 6.4 miliard dolarze meti danakargi naxa.

■ produqciis usafrTxoeba: Firestone-is 6.5 milioni uxarisxo av-

tosaburavis ukan dabrunebis aqcias produqciaze pasuxismgeblo-

bisa da usafrTxoebis sakiTxebis ganxilva moyva, ramac kompania

gakotrebis piras miiyvana.


amrigad, xarisxTan dakavSirebul araswor qmedebebs SeiZleba mZime

Sedegebi moyves. dRevandelma marketologebma ician, rom momxmarebelze morge-

bul xarisxs momxmareblis kmayofileba moaqvs, rac, Tavis mxriv, momgebian

samomxmareblo urTierTobebs ayalibebs.

ddaaggeeggmmiillii ddaaZZvveelleebbaa.. kritikosebi zogierT mwarmoebels dagegmili daZvele-

bis taqtikaSi adanaSauleben, rac iwvevs maTi produqciis xmarebidan amoRebis

aucileblobas Canacvlebis realur dromde. magaliTad, kritikosebi amt-

kiceben, rom zogierTi mwarmoebeli ganuwyvetliv cvlis momxmarebelTaTvis

misaRebi stilis koncefciebs,raTa uzrunvelyos rac SeiZleba meti da swrafi

gayidvebi. amis naTeli magaliTia tansacmlis modis mudmivi cvalebadoba.

sxva mwarmoeblebs mimzidveli funqciuri maxasiaTeblebis gadamalvaSi

adanaSauleben, raTa, Semdom, adreuli modelebi waradginon rogorc

daZvelebuli. kritikosebis mtkicebiT, aseTi SemTxvevebi xdeba samomxmareblo

eleqtronikisa da kompiuterul industriebSi. magaliTad, Intel da Microsoft,ukanasknel wlebSi, daadanaSaules momavali Taobis kompiuteruli Cipebisa da

programebis SeCerebaSi maTze moTxovnis Semcirebamde. sxva mwarmoeblebs ki

adanaSauleben, rom isini iyeneben masalebsa da komponentebs, romlebic Zalian

male imtvreva, fuWdeba an gamodis mwyobridan. erT-erTi mwerali ase ganmar-

tavs: `Tanamedrove teqnologiebi sodis iseTi qilis warmoebis saSualebas

iZleva, rom igi, gadagdebis SemTxvevaSic ki, didxans Zlebs... manqana ki, romel-

sac Sesabamisi movla aqvs, or-sam weliwadSi mwyobridan gamodis.”

marketologebi gvpasuxoben, rom momxmareblebs stilis cvlilebebi

uyvarT. maT bezrdebaT Zveli saqoneli da modis axal tendenciebsa da man-

qanebis axal dizainebs iTxoven. veravis daaZaleb axali xedvis gaziarebas da

Tu mas cota adamiani moiwonebs, igi, ubralod, Cavardeba. teqnikuri produqciis

umetesobis SemTxvevaSi, momxmarebels ukanaskneli inovaciebis SeZenis survili

aqvs, maSinac ki,Tu Zveli modeli jer kidev muSaobs. kompaniebi,romlebic uars

amboben axali maxasiaTeblebis gamoCenaze, garkveuli riskis winaSe dganan _

SesaZloa konkurentebma es siaxleebi pirvelebma waradginon da moiparon

bazari. magaliTad, ganvixiloT personaluri kompiuterebi. zogierTi momxmare-

beli wuxs, rom, sayofaxcovrebo eleqtronikis industriis ùfro swrafi,

patara da iafi” modelebis gamoSvebisken swrafvis gamo, maT, mudmivad, axali

produqciis yidva uxdebaT. Tumca, sxvebs erTi suli aqvT, sanam ukanaskneli

modelebi gamoCndeba.

arc Tu ise didi xnis win, dagegmili daZveleba SemaSfoTebel

problemas warmoadgenda avtoindustriaSi. oTxi aTwleulis win,

momxmarebelTa uflebebis damcvelebma daafiqsires General Electrics-isinJinrebis qmedebebi, romlebic naTurebis muSaobis xangrZlivobas

ganzrax amcirebdnen, aseve, avtoinJinrebi, romlebic manqanebis var-

gisianobis vadis SezRudvis winadadebiT gamovidnen. personaluri

kompiuterebis dRevandel qaosur samyaroSi, daZveleba ara Tu

ganzraxuli qmedebaa, mas marketologebi principul Rirsebad naT-

laven. ufro metic, momxmareblis mxridan SeimCneva TvalTvali _

isini, axali Taobis, ufro swrafi da Zlieri kompiuteris SesaZenad,

arc rigSi dgomaze amboben uars da erTi suli aqvT, rodis ais-

ruleben ufro martivi, bednieri da produqtiuli cxovrebis dana-

pirebs. dRevandeli kompiuteruli Cipebi ise martivad aRar gamodis

mwyobridan; isini aTwleulebi Zlebs. sacodavi momxmarebeli ki

maRaziebs sul ufro xSirad stumrobs ara damtvreuli nawilebis

gamosacvlelad, aramed axali kompiuterebis SesaZenad, romlebic maT

saSualebas miscems, ufro nayofierad, swrafad da praqtikulad

imuSaon, ufro naTel ferebSi dainaxon da ufro azartuli TamaSebiT

gaerTon.

amrigad, kompaniebi ar awarmoeben ganzrax iseT produqcias, romelic

mwyobridan male gamova, radgan maT ar surT sxva brendis momxmareblis

dakargva. piriqiT, isini, ganuwyvetliv, gaumjobesebis gzebis ZiebaSi arian, raTa

darwmunebulni iyvnen, rom maTi produqcia mudmivad daakmayofilebs da

gadaaWarbebs myidvelebis molodins. e.w. dagegmili daZvelebis umetesi


65 wlis ganmavlobaSi, Consumer Reports-i myidvelebs awvdida informacias

yvelaferze, dawyebuli sportuli

manqanebiTa da samgzavro CanTebiT,

gazonis sarwyavebiT damTavrebuli.

produqciis testirebis arakomer-

ciul organizacia Consumer Union(cu)-is gamocema _ Jurnali ConsumerReports-i sakuTar misias aseTi devi-

ziT gadmogvcems: testireba, infor-

mireba da dacva. misi 4 milioni xel-

momwerisa da biblioTekebis egzem-

plarebSi Cakecili kuTxeebis mixed-

viT, zogadad, masze uzarmazari moT-

xovnis gaTvaliswinebiT, igi qveynis

yvelaze kiTxvadi Jurnalia. misi

kompanioni _ veb-gverdi ConsumerReports Online-i (www.consumerreports.org),romelic 1997 wels daarsda, erTi

milioni mnaxveliT, yvelaze maRal-

fasiani veb-gverdia.

garda imisa, rom igi erT-erTi

yvelaze kiTxvadi publikaciaa,

Consumer Reports-i yvelaze gavlenia-

nic aris. 1988 wels, misma manqanebis

testirebis jgufma Suzuki-is Samurai`miuRebelad~ CaTvala, rac misgan, sa-

Cuqris saxiT, TavSekavebuli Seafa-

seba iyo. momdevno TveSi, aRniSnuli

modelis realizacia 70 procentamde

daeca. sul axlaxan ki, Jurnali aR-

frTovanebiT werda Saucony’s Jazz-is3000-s sportul fexsacmelze, ramac

maTi realizacia gaaormaga.

SesaZloa, zogierTi mkiTxveli

Consumer Reports-s saojaxo mowyobi-

lobebis sferoSi saSinlad mosawyen

gidad miiCnevs, magram manqanebsa da

macivrebs rac Seexeba, igi ubadlo

Semfasebelia. Jurnali yuradRebas

uTmobs yvelafers samomxmareblo

sferodan – saziaro fondebs, saxlis

giravnobas, pensionerebis jandacvis

politikasa da prostatis qirurgias.

rogorc Consumer Union-is kvlevebiT

dadginda, momxmareblebis erTi mesa-

medi veb-gverdis komercias endoba,

risi gaTvaliswinebiTac organiza-

ciam veb-gverdi Consumer Web watch-i(www.consumerwebwatch.org) gauSva. am

proeqts Semdegi misia aqvs: `gamok-

vleva, informireba da msoflio

qselSi ganTavsebuli informaci-

isadmi ndobis amaRleba.~ veb-gverdi

iZleva informacias yvelaferze,

dawyebuli finansuri garigebebiTa

da biznespartniorebis moZiebiT, dam-

Tavrebuli kerZo polisebis gamoq-

veynebiTa da popularuli sareklamo

gancxadebebiT. rodesac ConsumerUnion-ma Seityo, rom momxmareblebs

TavianTi saCivrebis dafiqsireba

surdaT, man veb-gverdze Seqmna spe-

cialuri centri (Take Action Center), ro-melic momxmareblebs SesaZleblobas

aZlevs, TavianTi Sexedulebebi pir-

dapir SesTavazon Statebis an fed-

eraluri gadawvetilebis mimRebebsa

da medias. veb-gverdi werilebSi das-

muli sakiTxebis ukeTesad Camoyali-

bebaSi daxmarebasac sTavazobs momx-

mareblebs.

1930 wels, Consumer Union-i iyoerT-erTi pirveli organizacia, ro-

melmac boikoti gamoucxada nacis-

turi germaniidan Semotanil pro-

duqcias, xolo, 1937 wlidan, iTxovda

jandacvis erovnuli sistemis Seq-

mnas. 1950 wels, man xalxi gaafrTxi-

la, rom atomuri iaraRis testirebe-

biT gamowveuli radioaqtiuri nale-

qi rZis produqcias uvargiss xdida.

1960-1970 wlebSi ki, manqanebis mwar-

moebel kompaniebs mouwoda, rom um-

jobesi iqneboda usafrTxoebis Rve-

debis dayeneba, Semdeg ki damcavi

baliSebiT manqanis aRWurva. dRes,

Jurnali iSviaTad akeTebs uxeS da

xmamaRal gancxadebebs. piriqiT, igi

gamoirCeva Serbilebuli daskvnebiT

, romlebic, zogjer, sasaciloc ki

aris. 1936 wels, misi pirveli gamo-

cema aRniSnavda, rom Lifebuoy-s saponsZalian myrali suni aqvs. 1990 wels

Catarebul sapnebis mimoxilvaSi

mkiTxvels ar moewona gancxadeba

imis Sesaxeb, rom cnobili ZviradRi-

rebuli saponi Eau de Gucci-i, faruli

testirebis Sedegad, ukanasknel adg-

ilze aRmoCnda.

Consumer Reports-is mkiTxveli nam-

dvilad afasebs CU-s, mis Jurnalsa

da veb-gverds. saeWvoa, msoflioSi

arsebobdes sxva romelime organiza-

cia, romelsac, fuladi Semowirulo-

bebis saxiT, mSeneblobisaTvis, 17 mil-

ioni dolaris Segroveba SeuZlia.

yovelgvari mikerZoebis Tavidan asa-

cileblad, Consumer Union-i kategori-ulad ambobs uars reklamaze. agreT-

ve, sakvlev produqciaSi yovelTvis

ixdis safasurs. igi produqciis ni-

muSebs Ria bazarze anonimurad yi-

dulobs. Consumer Union-is Jurnalis

redaqtorTa uryevma, damoukidebelma

midgomam Consumer Reports-i yvelaze

sarwmuno samomxmareblo Jurnalad

aqcia. `Cven gulwrfelebi varT maT-

Tan, visac vemsaxurebiT, – acxadebs

Consumer Reports-is yofili preziden-

ti roda karapatkini, _ Cven klients

vemsaxurebiT’’.

Consumer Union-is laboratoriebis

labirinTebSi vizitisas, dasturdeba

maTi misiis Sesrulebis safuZvlia-

noba. qimikosi laboratoriul sin-

jaraSi moTavsebul patara TeTr

wveTze qolesterinis gamoyofis

tests atarebs, Tan samuSao masalas

waradgens – indauris xorcis ga-

mosakvlev nimuSs. sxvagan aRmoaCenT

danadgars, romelsac `TiTebi” hqvia

da gamoiyeneba, magaliTad, kalkula-

torebis klaviSebis saimedoobis da-

sadgenad. ucnaur mowyobilobaSi

(centrifugaSi) xedavT, Tu rogor

exeTqebian erTmaneTs masSi Cayrili

gamosacdeli Cemodnebi. am mowyobi-

lobas efeqturi saxelwodeba aqvs –

`meqanikuri gorila~ da igi tansacm-

rrooddeessaacc Consumer Reports--ii ssaauubbrroobbss,, mmyyiiddvveelleebbii uussmmeenneenn

16.1

Consumer Union-i testirebis misias asrulebs: Cemodnebi erTmaneTs exeTqeba

didi danadgaris _ `meqanikuri gorilas" SigniT; aqve, laboratoriis Tanam-

Sromlebi specialurad abinZureben TviTmwmendi quris zedapirs `monstri

nazavis" sacdeli SemadgenlobiT.gagrZeleba ix. gv. 558

mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii


SeTxveva, Tavisufal sazogadoebaSi, konkurentuli da teqnologiuri Zalebis

samuSao stils warmoadgens – Zalebisa, romlebic gaumjobesebuli saqonlisa

da momsaxurebisken migviZRvian.

aarraaxxeellssaayyrreellii mmoommxxmmaarreebblliiss ccuuddii mmoommssaaxxuurreebbaa.. dabolos, amerikuli mar-

ketingi araxelsayreli momxmareblis cud momsaxurebaSi daadanaSaules. maga-

liTad, kritikosebi amtkiceben, rom soflis mosaxleobas, xSirad, saqonlis

SeZena patara maRaziebSi uwevs, romlebic dabalxarisxian produqtebs maRal

fasebSi yidian. momxmarebelTa gaerTianebam (CU) Seadara erTsa da imave

qalaqSi mcxovrebi dabali Semosavlis mqone da saSualo klasis momxma-

rebelTa sakvebis SeZenis Cvevebi. kvlevis Sedegebis Tanaxmad, Raribi mosax-

leoba dabali xarisxis saqonels, marTlac rom, maRal fasebSi yidulobs.

dabalSemosavliani mosaxleobis raionebSi didi maRaziebis qselis arseboba

iwvevs mniSvnelovan sxvaobas dabali fasebis SenarCunebasTan dakavSirebiT.

kvlevam e.w. `wiTeli xazis” arsebobac daafiqsira, anu ekonomikuri diskrimi-

naciis garkveuli saxeoba, rodesac ZiriTadi savaWro qselebis sacalo gamyid-

velebi Tavs arideben maRaziebis araxelayreli mosaxleobis raionebSi

ganTavsebas.

`wiTeli xazis” arsebobis braldebebi mimarTuli iyo dazRvevis, sakred-

ito momsaxurebisa da sabanko industriebisaken. saojaxo da avtomobilebis

sadazRvevo kompaniebi dabali sakredito reitingis mqone momxmareblebisaTvis

maRali saprocento ganakveTebis dawesebaSi daadanaSaules. sadazRvevo kom-

paniebi acxadeben, rom cudi sakredito reitingis mqone individualuri pirebi

ufro pretenziulebi arian da swored es ganapirobebs maTTvis ufro maRali

saprocento ganakveTebis dawesebas. magram, kritikosebi da momxmarebelTa

advokatebi sadazRvevo kompaniebs axali formis `wiTeli xazis” gamoyenebaSi

adanaSauleben. erT-erTi mimomxilveli wers: ès Raribebis, moxucebisa da

umciresobisaTvis uaris TqmisaTvis bodiSis moxdis kidev erTi formaa.”

`wiTeli xazis” gavlena mxolod araxelsayrel mosaxleobaze rodi

vrceldeba – axlaxan,ramdenime sadazRvevo kompania, 11 seqtembris teroristu-

li aqtebis sababiT, niu-iorkisa da vaSingtonis macxovrebelTa gamoZalvaSi

daadanaSaules.

kreditorebsa da sxva biznesebis wamomadgenlebs, aseve, ““Weblining”-is anu

`wiTeli xazis” internet-versiis gamoyenebaSi adanaSauleben.

lis 8 futis siganis saSrobiviT

gamoiyureba.

Senobis qveda sarTulze, danad-

garebis ganyofilebaSi, ori FoodSoiler-ia (saWmliT dabinZurebis mow-

yobiloba) ganTavsebuli, romlebic

erTnairad dasvril TefSebs Wur-

Wlis sarecx 20 manqanaSi awyoben.

sadilis WurWeli, didi sizustiT,

rva nawiladaa dayofili da Ti-

Toeul maTganze Znelad mosacile-

beli sxvadasxva produqtia Semxmari

– ispanaxi, spageti, Zroxis Semwvari

xorci da a.S. momdevno oTaxSi tes-

tirebas utareben TviTgamwmend qu-

rebs, romlebic Signidan dafarulia

Zveli narCenebis masiT; rogorc Ta-

namSromlebi uwodeben, am `monstri

nazavis~ recepti ki aseTia: yveli,

Roris SaSxi, yurZnis Jele, tomatis

sawebeli da alublis Rvezelis

SigTavsi –yvelaferi es, kargad areu-

li, erTi saaTis ganmavlobaSi cxveba

da Tu quris TviTgamwmendi wre am

narCenebs uvnebel ferflad ar aq-

cevs, es informacia 4 milion mkiT-

xvels miewodeba.

zogierTi testi, romelsac

Consumer Union-i atarebs, standartu-lia, magram ara yvela. ramdenime

wlis win, inJinrebma erTi aseTi mar-

tivi testi Caatares: saqarg rkalze

qaRaldis pirsaxocebi daWimes, Ti-

Toeuli wylis zustad 10 wveTiT da-

names da, Semdeg, SuaSi tyvia-wamali

daayares. mogebulma 7 girvanqa

tyvia-wamali daiWira, wagebulma ki –

erTi girvanqiT naklebi. vis SeuZlia

ikamaTos amasTan dakavSirebiT? ase-

Ti testebi aSkarad logikuria da

Sedegic _ TvalnaTeli.

rac Seexeba Consumer Reports-s,Tavdapirvelad, mas biznesis keTebis

amerikuli stilis risxvad miiCnev-

dnen. misi saqmianobis adreul etap-

ze, sareklamo saqmianobaze damokide-

bulma 60-ze metma gamocemam, maT

Soris New York Times-ma, Newsweek-ma daNew Yorker-ma, Consumer Union-is xel-

momwerebisagan reklamebis miRebaze

uari Tqva.

1939 wels, Dies-is saxeliT cno-

bilma kongresis araamerikuli qmede-

bebis komitetma Consumer Union-i daa-

xasiaTa, rogorc damangreveli orga-

nizacia, rac, dRes, sasacilod gveCve-

neba. Tumca, Seqmnili aJiotaJi Jur-

nalis gamowerasa da gavrcelebas

ufro exmareboda, vidre uSlida

xels. wlebis ganmavlobaSi, dawuneb-

uli produqciis mxolod 13 mwarmoe-

belma aRZra sarCeli Consumer Union-is winaaRmdeg. sadReisod, mas ar

waugia arc erTi saqme, amasTan, ar

hqonia arc erTi morigebis mcdelo-

ba mis winaaRmdeg ciliswamebis

braldebiT aRZruli sarCelebis

ganxilvisas.

wwyyaarrooeebbii:: Portions adapted from Doug Stewart, “ToBuy or Not to Buy, That Is the Question at ConsumerReports,” Smithsonian, September 1993, pp. 34–43.Other quotes and information from Robin Finn, “StillTop Dog, Consumers’ Pitt Bull to Retire,” New YorkTimes, October 5, 2000, p. B2; Barbara Quint,“Consumers Union Launches Consumer WebWatch,”Information Today, June 2002, p. 48; Jim Guest,“What’s Bugging You?” Consumer Reports: Publisher’sEdition Including Supplemental Guides, May 2003, p. 7;and the Consumers Union Web site atwww.consumersunion.org and the Consumer ReportsOnline site at www.consumerreports.org, September2003.


ise, rogorc arasdros, interneti kompaniebs saSualebas aZlevs,

ganasxvaon maRali da dabali faseulobis momxmareblebi, ris

mixedviTac maT SeuZliaT gadawyviton,romeli produqtis,fasebisa Tu

momsaxurebis SeTavazeba unda ganaxorcielon. aseTi midgoma yvelaze

faseuli momxmareblebisaTvis meti informaciis miwodebasa da fas-

daklebebs niSnavs. dabali faseulobis mqone momxmarebelma ki

SesaZloa mcire momsaxurebaSi meti Tanxa gadaixados an, zogierT

SemTxvevaSi, saerTod yuradRebis miRma darCes. kreditis gacemisas

miuRebelia Zveli stilis `wiTeli xazis” gamoyeneba, radgan igi

emyareba geografiul stereotipebs da ara mtkicebulebebs imis

Sesaxeb, rom konkretuli pirebi mcire sakredito risks warmoadgenen.

“Webliner”-ebs, albaT, meti argumentebi gaaCniaT im mosaxleobis

winaaRmdeg, romlebsac ugulebelyofen, magram maTi klasifikacia,

momxmareblis profilis Seqmnisas, SesaZloa marketinguli kompaniebis

an sxva pirebis mier internetiT Segrovebul monacemTa araadeqvatur

gamoyenebas emyarebodes. ramdenad mniSvnelovania Tqveni ipoTekuri

statusisaTvis, vTqvaT, Tqveni gemovneba ubis wignakebTan, politikuri

diskusiebis jgufebsa Tu tansacmelTan mimarTebaSi? da mainc,

monacemTa es farTod mimofantuli `Zafebi” onlain profilebSi

iyris Tavs, sadac isini sul ufro mWidrod ixlarTeba Tqveni

janmrTelobis, saganmanaTleblo sesxisa da sakredito istoriis

monacemebSi.

amdenad, araxelsayreli momxmareblebis servisiT uzrunvelsayofad

aucilebelia ukeTesi marketinguli sistemebis ageba. ufro metic, araxel-

sayreli klientebi aSkarad saWiroeben momxarebelTa dacvas. FTC-ma im

vaWrebis wnaaRmdeg gailaSqra, romlebic reklamas ukeTeben cru faseulobis

mqone produqcias, Zvel saqonels axlad asaReben an kreditisaTvis Zalian did

procents iTxoven. komisia, aseve, cdilobs, vaWrebs gaurTulos sasamarTlo

saqmeebis mogeba dabalSemosavliani momxmareblebis winaaRdeg, romlebmac

garkveuli saqonlis SeZenisas damcireba iwvnies.

SSeerrwwyymmaakkoonncceeffcciieebbiiss

cota xniT SeisveneT. Znelad Tu moiZebneba marketologi, romelsac

momxmareblis ganawyeneba an misi gaboroteba surs - es, ubralod,

biznesis warmatebas avnebs. piriqiT, rogorc Tavadac kargad uwyiT,

marketologebis umetesoba, realur faseulobaze dayrdnobiT, momxmare-

belTan xangrZlivi, momgebiani urTerTobebis agebas emsaxureba. Tumca,

marketingis borotad gamoyenebis faqtebs mainc vxvdebiT.

■ gadaxedeT ganvlil sam Tves da CamoTvaleT SemTxvevebi, rodesac

Tqven (an Tqveni axlobeli), ukve ganxiluli SemTxvevebis msgavad,

marketingis borotad gamoyenebis msxverpli gaxdiT. ganixileT

Tqveni CamonaTvali: ra saxis kompaniebi iyvnen Cabmuli am saqmia-

nobaSi? iyo Tu ara marketingis borotad gamoyenebis es SeTxveva

ganzrax Cadenili? ra saerTo hqondaT erTmaneTTan am situaciebs?

■ Tqveni CamonaTvalidan amoirCieT erTi SemTxveva da detalurad

aRwereT igi. rogor SegiZliaT am situaciis gamarTleba? CamowereT

samoqmedo gegma, aRniSnuli SemTxvevis gamosasworeblad. Tu, Secdo-

mis daSvebis SemTxvevaSi, msgavsi gegmiT vimoqmedebT, momavalSi nak-

lebi Secdomis gamosworeba dagvWirdeba!

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

mmaarrkkeettiinnggiiss ggaavvlleennaa mmTTlliiaannaadd ssaazzooggaaddooeebbaazzee

marketingis amerikuli sistemis mimarT wayenebuli kidev erTi braldebaa

sazogadoebaSi `borotebis” zrda. gansakuTrebul samizned iqca reklama, imde-

nad, rom sareklamo saagentoebis amerikuli asociacia iZulebuli gaxda, aras-

wori kritikisagan reklamis dacvis kampania wamoewyo.

yyaallbbii ssuurrvviilleebbii ddaa WWaarrbbii mmaatteerriiaalliizzmmii.. kritikosebi amtkiceben, rom mar-

ketingis sistema Zalian did interess iCens materialuri sakiTxebisadmi.

xalxi ganisazRvreba imiT,Tu ras floben da ara imiT,Tu vin arian. imisaTvis,

rom adamiani warmatebulad CavTvaloT, mas unda hqondes didi saxli, ori man-

qana da bolo modelis, maRalteqnologiuri mowyobilobebi. simdidrisa da

sakuTrebisaken aseTma swrafvam piks 1980-ian wlebSi miaRwia. frazebi `sixarbe

kargia” da ìareT sayidlebze, sanam ar daecemiT” am drois sloganebad iqca.

axal aTaswleulSi,bevri sociologi saubrobs mZafr reaqciaze ganvlili

aTwleulebis simdidrisa da mflangvelobis tendenciebis winaaRmdeg, aseve,

Semobrunebaze ufro mniSvnelovani faseulobebisa da sazogadoebrivi valde-

bulebebisaken. miuxedavad amisa, materialuri sagnebisadmi Cveni ltolva

grZeldeba.

Znelia, Tavi daaRwio debulebas imis Taobaze, rom is, rasac

amerikelebi realurad afaseben, materialuri faseulobaa. 1987 wli-

dan moyolebuli, CvenSi savaWro daxlebma umaRlesi skolebis raode-

nobas gadaaWarba. saSualod, sayidlebze siaruls, kviraSi, 6 saaTs

vuTmobT, bavSvebTan urTierTobas ki, mxolod, _ 40 wuTs. Cveni dana-

zogi mxolod 2 procentia, anu imis meoTxedi,rac 1950_ian wlebSi iyo,

maSin, rodesac dRevandeli Semosavlebis naxevars gamovimuSavebdiT.

ukanasknel sam weliwadSi, yovelwliurad, amerikelebis raodenobam,

romelTac Tavi bankrotad gamoacxades, umaRlesdamTavrebulTa rao-

denobas gadaaWarba. yovelive es namdvilad ar metyvelebs Cvens bed-

nierebaze. amerikelTa raodenobam, romelTac Tavi `Zalian bednierad”

miaCndaT, piks 1957 wels miaRwia. mozardebis TiTqmis ori mesamedi

adasturebs, rom `mxolod saukeTeso dizaineris tansacmlis” tareba

zrdis adamianis statuss. amas emateba Zvirfasi samkaulebic. didi

saxlebi isev modaSia, rac imas niSnavs, rom amerikelebs sakuTari

gaumaZRari fantaziebis dasakmayofileblad ufro meti sivrce


■ amerikis marketingis asociaciam, zogadi sareklamo kritikis mosagerieblad, reklamebi wamoiwyo.


sWirdebaT – abazanebi, romlebic mineraluri wylebis patara `kuror-

tebad” aris gardaqmnili da sporuli darbazebi, romlebic gasarTobi

centrisaTvis saWiro manqana-danadgarebiT aris savse.

kritikosebi materialuri sagnebisadmi interess gonebis bunebriv mdgo-

mareobad ar miiCneven. es, maTi azriT, yalbi survilebia, romelTac marketingi

warmoSobs. biznesi qiraobs Madison Avenue-ss (sadac bevri sareklamo saagen-

tos saTao ofisia ganTavsebuli),raTa saqonlis flobis survils misces stim-

uli. Tavis mxriv, Modison Avenue iyenebs masmedias, raTa kargi cxovrebis mate-

rialisturi modelebi Seqmnas. xalxi bevrs muSaobs, raTa gamoimuSaos saWiro

fuli. maTi SenaZeni zrdis amerikis industriis Semosavals, xolo industria,

sanacvlod, Madison Avenue-s imi-

saTvis iyenebs, rom industriis

Semosavals misces stimuli. amde-

nad, marketingi ganixileba, rogorc

yalbi survilebis safuZveli, rac

ufro met sargebels aZlevs indus-

trias, vidre momxmareblebs. zo-

gierTi kritikosi Tavis Sexedule-

bebze sakmaod farTo auditoriis

winaSi saubrobs.

bolo oTxi wlis ganmav-

lobaSi, bil taleni, cnobili

rogorc reverend bili,quCebSi

farTo masebmac gaicnes. xalxs

arwmunebdnen, rom aucilebeli

iyo sayidlebis cdunebisaTvis

winaaRmdegobis gaweva. quCis

kuTxeebSi mdgomi Tavgamode-

buli mqadagebeli, santa-klau-

sis damtkbari sentimentalo-

bis daxmarebiT, yvela msurvels

mouTxrobs, rom xalxi saku-

Tari nebiT miemarTeba moTxov-

nilebebis jojoxeTuri cec-

xlisaken. mas swams, rom

myidvelebi TiTqmis ar uweven

winaaRmdegobas media-Setyobi-nebebs, romlebic maT yidvis survils yovel wuTSi ukeTe-ben stim-

ulirebas. igi xedavs mosaxleobas, romelic moTxov-nilebam STanTqa.

individua-luri arsebobis mniSvneloba daikarga survilebSi, Zalian

bevri nivTis yidvasa da flobaSi. Tavisi Sexedule-bebis gasavrcele-

blad, bilma wamoiwyo aqcia _ èklesia vaWrobis winaaRmdeg”. rogorc

revender bili, igi religiuri telemqadageblis tanisamossa da

mRvdlis sayelos atarebs; xSirad, mas Tan axlavs sasuliero gundi,

romelTan erTadac dadis maRaziebSi. igi amas ganixilavs, rogorc

miuReblobis demonstracias an gamodis protestiT manhetenis mexuTe

aveniuze gamarTul, madlierebis dRis momdevno, àrafris yidvis

dResTan” dakavSirebul RonisZiebaze. gundi, romelic moxaliseebis-

agan Sedgeba, simReriT aris aRtkinebuli; misi ignorireba Znelia:

`SewyviteT sayidlebze siaruli! SewyviteT, Cven arasodes wavalT

sayidlebze!”

sxva Semsruleblebic imave sasuliero simReras asruleben,

oRond sakuTari interpretaciiT. amji tagarti, romelic inglisSi

cxovrobs, notingemSi iseT adgilebSi dadis, rogorebicaa Troy da N-Y,raTaASevides maRaziaSi, iyidos uamravi ram da, Semdeg, ukanve

daabrunos produqcia. axlaxan,Kmart-is supermarketSi, man Tavisi sayi-

dlebis urikaSi marta stuartis produqcia Caawyo da navaWri

konteinerSi iseTi TanamimdevrobiT ganalaga, rom qviTris miRebisas

siis pirvelma asoebma Seadgina fraza: `marta stiuarti jojoxeTia.”

■ materializmi: quCis kuTxeebSi mdgomi Tavgamodebuli mqadageblisa da qu-

Cis santa-klausis sentimentalobis daxmarebiT, revender bilma Camoayaliba

eklesia _ `SewyviteT yidva," romelic moZRvravs xalxs imis Taobaze, rom

isini sakuTari nebiT miabijeben moTxovnilebebis jojoxeTuri cecxlisaken.

aqve SegviZlia moviyvanoT andriu linis magaliTi, romelmac, gasul

wels, jgufi Whirl-Mart-i (aurzauri Mart-Si) Seqmna. am jgufSi Semaval

adamians eZleva baraTi, sadac sayidlebis nusxaa mocemuli. isini

dadian Wal-Mart-isa Tu Kmart-is maRaziebSi da Camowerili nusxidan

arafers yiduloben. rodesac maRaziis menejeri moiTxovs, rom aseTi

protesti sxvagan gamoxaton, endriu lini pasuxobs: ès protesti

araa! Cven warmovadgenT moxmarebis codnis rituals”.

miuxedavad amisa, unda iTqvas, rom amgvari kritika, biznesis mxridan

moTxovnilebis SeqmnasTan dakavSirebiT, gazviadebulia. xalxs reklamisa da

sxva marketinguli iaraRebisagan Tavis dacvis didi unari gaaCnia. marketolo-

gebi ufro gavlenianebi arian maSin, rodesac cdiloben, arsebuli survilebi

daakmayofilon da ara maSin, rodesac axali survilebis Seqmna surT. ufro

metic, rodesac xalxi mniSvnelovan SenaZens akeTebs, igi informacias eZebs da

erTjerad wyaroebs, xSirad, ar endoba. TviT umniSvnelo SenaZenic ki,

romelzec sareklamo Setyobinebebma moaxdines gavlena, mxolod im SemTxvevaSi

iqneba ganmeorebuli, Tu produqti danapirebs gaamarTlebs. sabolood, axali

produqtebis kraxis maRali maCvenebeli gviCvenebs, rom kompaniebs moTxovnis

gakontroleba ar SeuZliaT.

ufro Rrmad rom ganvixiloT, Cvens survilebsa da faseulobebze gavlenas

axdens ara mxolod marketologebi, aramed ojaxi, sxvadasxva jgufebi, religia,

eTnikuri foni da ganaTleba. Tu amerikelebi Zalze materialistebi arian, es

faseulobebi, ZiriTad, Tavs socialur procesebSi iCens, rac ufro

siRrmiseulia, vidre biznesi da masmedia. ufro metic, zogierTi socialuri

kritikosi materializms ganixilavs, rogorc pozitiur da aRsaniSnav Zalas:

. . . rodesac raRac nivTs vyidulobT, sinamdvileSi, Cven mis

mniSvnelobas viZenT. komercializacia wyalia, romelSic vcuravT,

haeri _ romliTac vsunTqavT, mzec aris da Crdilic . . . materializmi,

Tanamedrove samyaroSi, azrisa da bednierebis macocxlebeli wyaroa. .

. . Cven am gziT siaruli ki ar viTxoveT, moviTxoveT. axla, msoflios

udidesi nawili cdilobs, gza gaikvlios da bazarze SeaRwios. fulis

gamomuSaveba da misi daxarjva yvelaze sasurveli gaxda. es, xSirad,

yvelaze mimzidveli saqmianoba da Tanamedrove cxovrebis mcdelobaa.

Tu zogierTisaTvis materializmi mosawyeni da depresiis momgvrelia

(Tumca, es saeWvoa), bevrisaTvis igi liberalurobisa da demokratiis

gansaxierebaa.

ssoocciiaalluurrii ssaaqqoonneelliiss ZZaallzzee mmcciirree rraaooddeennoobbaa.. biznesi daadanaSaules kerZo

saqonlis gadaWarbebul gayidvaSi sazogadoebrivi saqonlis xarjze. iqidan

gamomdinare,rom kerZo saqoneli izrdeba, es procesi ufro met sazogadoebriv

momsaxurebebs moiTxovs, vidre, Cveulebriv, axlo momavlisTvisaa dagegmili.

magaliTad, avtomanqanebis sakuTrebis zrdam (kkeerrZZoo ssaaqqoonneellii)) moiTxova ufro

meti gzebi, moZraobis kontroli, sivrce avtosadgomebisTvis da sapolicio

servisi (ssaazzooggaaddooeebbrriivvii ssaaqqoonneellii)).. kerZo saqonlis gadaWarbebuli gayidva

Sedegad `socialur xarjebs gvaZlevs”. manqanebis SemTxvevaSi, socialuri xar-

jebi moicavs moZraobis gadatvirTvas, haeris dabinZurebasa da avtoavariebs.

saWiroa gamosavlis Zieba, raTa moxdes dabalanseba kerZo da sazogadoe-

briv saqonels Soris. erT-erTi gzaa, mwarmoeblebi aiZulo, rom saWiro

socialuri xarjebi sakuTar operirebaSi gaiTvaliswinon. mTavrobas SeuZlia

manqanis mwarmoeblebisagan ufro usafrTxo manqanebis warmoeba moiTxovos,

romelTa dabinZurebis makontrolebelic ukeTesi sistemiT aris aRWurvili.

Sedegad, avtomwarmoeblebi fasebs gazrdian,raTa dafaron damatebiTi xarjebi.

Tumca, mas Semdeg, rac myidveli aRmoaCens, rom zogierTi manqanis fasi Zalze

maRalia, maTi mwarmoeblebi uneblied gauCinardebian, moTxovna ki im mwarmoe-

blebisaken gadainacvlebs, romelTac kerZo da socialuri danaxarjebis

erToblivi mxardaWiris unari SeswevT.

meore gzaa, momxmarebeli aiZulo, gadaixados socialuri xarjebi.

msoflioSi sagzao servisebis kompaniebi, avtobanebiT sargeblobisaTvis, e.w.

`gadatvirTvis sauravis” dawesebas iwyeben, rac sacobebis Semcirebas moemsax-

ureba.



samxreT kaliforniaSi mZRolebs ukve dauweses gadasaxadi, saman-

qano gzebis gantvirTvis mizniT. singapurSi, norvegiasa da

safrangeTSi, moZraobis samarTvad, aseve, sxvadasxva gadasaxadi arse-

bobs. niu-iorkis, san-franciskos, los-anjelesisa da sxva qalaqebis

quCebSi, pikis saaTebSi, mimdinareobs moZraobis monitoringi. ekonomis-

tebi aRniSnaven, rom avto-satransporto sacobebi gadasaxadebis

ararsebobiTaa ganpirobebuli. problemis gadaWris gzas ki SemdegSi

xedaven: aiZuleT, gadaixadon!

sainteresoa, rom san-diegoSi mZRolebi xSirad iyeneben e.w. HOV-s (maRali

gamtarianobis satransporto arteriebs), magram maT unda gadaixadon safasuri,

romelic regulirdeba trafikis intensivobis Sesabamisad, drois konkretul

monakveTSi. gadasaxadi ara pikis saaTebSi 0.50 dolaris tolia, pikis saaTebSi

ki _ 4 dolarisa. manqanis marTvis xarjebis gazrda gamoiwvevs imas, rom momx-

mareblebi ivlian ara pikis saaTebSi an alternatiul satransporto

saSualebebs gamoZebnian.

kkuullttuurruullii ddaabbiinnZZuurreebbaa.. kultu-

ruli dabinZureba marketingis sis-

temisadmi kritikosebis mier waye-

nebuli kidev erTi braldebaa.

reklama gamudmebiT utevs Cvens

grZnobebs. televiziaSi seriozul

programebs reklama wyvets; sarek-

lamo gverdebi Crdils ayenebs

Jurnal-gazeTebs; bilbordebi far-

avs lamaz xedebs. isini adamianis

gonebas gamudmebiT abinZurebs ma-

terializmis, seqsis, Zalauflebisa

Tu statusis mopovebis propagan-

diT. miuxedavad imisa, rom adamian-

Ta umravlesoba reklamas ase uar-

yofiTad ar ganixilavs (zogierTi

imasac ki fiqrobs, rom es satele-

vizio programebis saukeTeso naw-

ilia), kritikosebi am sferoSi

cvlilebebisaken mogviwodeben.

marketologebi `komerciuli

xmauris” braldebebs Semdegi argu-

mentebiT pasuxoben: ppiirrvveellii __

isini imedovneben, rom reklama, pir-

vel rigSi, miznobriv auditorias miaRwevs. magram, sakomunikacio arxebis maso-

brivi xasiaTis gamo, zogierTi reklama miwvdeba im xalxsac, romelTac pro-

duqti ar ainteresebT da Sewuxebulnic ki arian maTi SemoteviT. adamianebi,

romlebic maTTvis saintereso Jurnalebs yiduloben, magaliTad, Vogue an

Fortune, aq ganTavsebuli reklamebis gamo, iSviaTad gamoTqvamen pretenziebs,

radgan Jurnalebi swored misi mkiTxvelisaTvis saintereso produqcias uwevs

reklamas. mmeeoorree,, reklamebis umravlesoba televiziebsa da radioSi momxma-

reblisaTvis ufasod gadis, rac Jurnal-gazeTebis fass amcirebs. bevris

azriT, reklama mcire safasuria am sargeblisaTvis. da bolos, dRevandel

momxmareblebs aqvT alternativa. magaliTad, maT SeuZliaT satelevizio

reklamebi, pultis saSualebiT, droebiT gaTiSon an, sulac, Tavi aaridon maT,

isargeblon ra uamravi sakabelo Tu satelituri arxiT reklamis gareSe. amde-

nad, momxmareblis yuradRebis misapyrobad, reklamebis Semqmnelebi TavianT

sareklamo rgolebs ufro gasarTob da informaciul xasiaTs aZleven.

zzeeddmmeettii ppoolliittiikkuurrii zzeeggaavvlleennaa.. kritikis meore amosavali wertilia is faqti,

rom biznesi Zalian did politikur Zalas flobs. `navTobis,” `Tambaqos,”

àvto” da `farmacevtuli nawarmis” senatorebi mxars uWeren industriis

interesebs sazogadoebrivi interesebis winaaRmdeg. reklamis Semqmnelebs

adanaSauleben imaSi, rom isini Zalian did zegavlnas axdenen masmediaze,

■ kulturuli dabinZureba: xandaxan Cvens grZnobebs komerciuli gzavnilebi

uteven.

zRudaven mis uflebas, damoukidebeli da obieqturi informacia miawodon

auditorias. erT-erTma kritikosma dasva SekiTxva: `rogor SeuZlia Jurna-

lebis umravlesobas, Tavs ufleba misces, Tqvas simarTle SefuTuli saWmlis

skandalurad dabal sakveb faseulobaze maSin, rodesac aseT Jurnalebs

reklamis iseTi Semqmnelebi asazrdoeben, rogorebic arian General Foods-i,Kelloggs-i, Nubisco da General Mills-i? . . . pasuxi aseTia: maT ar SeuZliaT da arc

akeTeben.”

amerikeli mwarmoeblebi icaven da stimulirebas uweven sakuTar intere-

sebs. maT ufleba aqvT, yovelive es kongressa da masmediaSi gamoxaton, miuxe-

davad imisa, rom maTi gavlena SesaZloa Zalze didi iyos. sabednierod, bevri

biznesinteresi, romelic manamde xelSeuxebeli iyo, dRes, sazogadoebriv

interesebs daemorCila. magaliTad, Standard Oil-i, 1911 wels, daixura; xolo xor-

cis SefuTvis industrias, 1900-iani wlebis dasawyisSi, mweral epton sinkleris

samxilis Semdeg, sanqciebi daekisra. senatorma raof naderma Semoitana kanoni,

romlis Tanaxmad, avtomobilebis industrias bevrad usafrTxo manqanebis war-

moeba daevala. qirurgiis asociaciis wardgenis safuZvelze ki, sigaretis

mwarmoebelma kompaniebma sigaretis kolofebze jamrTelobis gamafrTxile-

beli etiketebis mimagreba daiwyes.

sul axlaxan, iseTma gigantebma, rogorebic arian AT&T, R.J. Reynolds-i, Intel-ida Microsoft-i, igrZnes maregulirebeli organoebis gavlena, romlebic eZeben

gzebs didi biznesis interesebsa da sazogadoebriv interesebs Soris balansis

dasamyareblad. ufro metic, imis gamo, rom media sareklamo Semosavals

sxvadasxva sareklamo damkveTisagan iRebs, erTi an ramodenime maTganis zegav-

lenisaTvis winaaRmdegobis gaweva maTTvis advilia. biznesis gadaWarbebuli

zewolis Sedegad, warmoiqmneba kontrZala, romelic am Zlier interesebs

amowmebs da axdens mis kompensacias.

mmaarrkkeettiinnggiiss ggaavvlleennaa ssxxvvaa bbiizznneesseebbzzee

kritikosebi, aseve, aRniSnaven, rom kompaniis marketingul saqmianobas SeuZlia

ziani moutanos sxva kompaniebs da Seamciros konkurencia. es sam ZiriTad

problemas gulisxmobs: konkurentebis SeZena, marketinguli praqtika, romelic

bazarze SeRwevis barierebs qmnis da arajansaRi konkurenciis marketinguli

praqtika.

kritikosebi amtkiceben, rom firmebi zaraldebian da konkurencia mcird-

eba, rodesac kompania farTovdeba konkurentebis SeZenisa da ara sakuTari

axali produqciis ganviTarebis gziT. industriis swrafma zrdam da misma kon-

solidaciam, bolo aTwleulebis ganmavlobaSi, gamoiwvia axali, Zlieri

konkurentebis STanTqma da, amgvard, konkurenciis Semcireba. TiTqmis yvela

ZiriTad industriaSi _ sacalo vaWroba, garToba, finansuri momsaxureba, komu-

naluri dawesebulebebi, transporti, avtomobilebi, telekomunikacia, jandacva

_ mniSvnelovani konkurentebis procenti sul ufro mcirdeba. magaliTad,

aviRoT kvebis industria ukanaskneli 2 wlis ganmavlobaSi. `konsolidaciam

Semdeg suraTamde migviyvana: Unilever-ma SeiZina Bestfood-i, Philip Morris-ma STanTqa

Nabisco, General Mills-ma _ Pillsbury, Kellogg-ma _ Keebler-i, Pepsico-m ki _ Quaker Oats-i”.kompaniebis Sesyidva kompleqsuri sakiTxia. Sesyidvebi, zogjer, SesaZloa

kargic iyos sazogadoebisaTvis. Semsyidvelma kompaniam SeiZleba moipovos e.w.

`masStaburi ekonomikis upiratesobebi,” rasac moyveba ufro dabali xarjebi

da, Sesabamisad, dabali fasebi. kompaniam, romelsac kargad marTaven, SesaZloa

SedarebiT cudad marTul kompanias gauswros da misi efeqturoba gaaumjobe-

sos. industria, romelic Zlier konkurentunariani ar iyo, ganxorcielebuli

Sesyidvebis Semdeg, SesaZloa ufro konkurentunariani gaxdes. Tumca,

Sesyidvebi (Serwyma) sazianoc SeiZleba iyos da, aqedan gamomdinare, maT reg-

ulirebas mTavroba uwevs.

kritikosebis TqmiT, marketinguli qmedebebi, zogjer, axal kompaniebs

industriaSi Sesasvlel gzas uRobavs. did marketingul kompaniebs SeuZliaT

gamoiyenon patentebi da stimulirebis didi danaxarjebi; maT, aseve, SeuZliaT

momwodeblebisa da dilerebis `dabma” konkurentebis gasadevnad. isini, vinc

SeSfoTebulni arian antimonopoliuri regulirebiT, aRiareben, rom zogierTi

barieri biznesis didi masStabiT warmoebis ekonomikuri upiratesobis bune-

brivi Sedegia. sxva barierebis warmoSobas iwvevs arsebuli da axali kanonebi.



magaliTad, zogierTma kritikosma sareklamo danaxarjebze progresuli

gadasaxadi SemogvTavaza, raTa Semcirdes gayidvis xarjebis roli, rogorc

bazarze SaRwevisaTvis mTavari barierisa.

dabolos, zogierTma firmam gamoiyena arajansaRi konkurenciis mar-

ketinguli praqtika, raTa ziani mieyenebina sxva firmebisaTvis an gaenadgure-

bina isini. maT SeiZleba xarjebze dabali fasebi daaweson, momwodeblebs biz-

nesidan gaZevebiT daemuqron an konkurentebis produqtebis myidvelebze

iqonion zegavlena. mravali kanoni moqmedebs aseTi mtacebluri konkurenciis

winaaRmdeg. Tumca, Znelia imis damtkiceba, rom esa Tu is ganzraxva an qmedeba

namdvilad mtacebluri iyo. bolo wlebSi, Wal-Mart-i, American Airlines-i, Intel-i da

Microroft-i araerT mtaceblur qmedebaSi daadanaSaules. magaliTisaTvis ki

Microsoft-i moviyvanoT:

konkurentebma da kanonmdeblebma giganti kompania Microsoft-imtaceblur (Bundling) qmedebebSi daadanaSaules. es is terminia,

romelic Microsoft-is saqmianobis aRsawerad gamoiyeneba. kompania

gamudmebiT amatebs axal niSan-Tvisebebs Windows-is operaciul sis-

temas, romelic amerikaSi 90 procentze met desktop-kompiuterebzea

dayenebuli. imis gamo, rom myidvelebi, ZiriTadad, Windows-ze arianmijaWvulni,kompaniisaTvis advilia maTTvis axali kompiuteruli pro-

gramis SeTavazeba – maSinac ki, Tu konkurentebi ukeTes produqtebs

qmnian. es aviwroebs konkurencias, amcirebs arCevans da aferxebs ino-

vacias. magaliTad, gulmodgine Sromis Sedagad, liderobis izniT ara

marto operaciul sistemebSi, aramed internetSic, kompaniam Tavisi

Internet Explorer-is brauzeri Windows-is programas miaba. amas, mTavarobis

mxridan, antimonopoliuri kanonebis amoqmedeba moyva, rac Microsoft-iskonkurentTaTvis xelsayreli iyo. sabolood, veb-brauzingis nova-

torma kompania Netscape-ma dainaxa, rom misi bazris wili mkveTrad

Semcirda im mizeziT, rom igi cdilobda gaeyida is, rasac Microsoft-iufasod iZleoda.

konkurentebi da mTavroba Tvlian, rom Microsoft-is qmedebebi mtacebluria.

sainteresoa: SeiZleba Tu ara, rom efeqturi kompaniis arajansaRi an jansaRi

konkurencia mimarTuli iyos naklebad efeqturis winaaRmdeg.

■❚ ssaammooqqaallaaqqoo ddaa ssaazzooggaaddooeebbrriivvii qqmmeeddeebbeebbii mmaarrkkeettiinnggiissrreegguulliirreebbiissaaTTvviiss

imis gamo, rom bizness zogierTi ekonomikuri Tu socialuri avadmyofobis

mizezad Tvlian, aRmocenda moZraobebi, romlebic bizness, drodadro, swori

kalapotisaken miuTiTeben. arsebobs ori aseTi ZiriTadi moZraoba: momxmare-

belTa moZraoba da garemos damcvelTa moZraoba.

mmoommxxmmaarreebbeellTTaa mmooZZrraaoobbaa

amerikuli biznesfirmebis winaaRmdeg momxmarebelTa organizebuli moZraobis

sami SemTxveva SeiZleba dasaxeldes. momxmarebelTa pirveli moZraoba 1900-iani

wlebis dasawyisSi warmoiSva. igi gamoiwvia mzardma fasebma, upton sinkleris

gamosvlebma xorcis industriaSi arsebuli viTarebis Sesaxeb da wamlebis

garSemo atexilma skandalma. momxmarebelTa meore moZraoba gaRvivda 1930-iani

wlebis Sua periodSi da gamowveuli iyo, `didi depresiis” dros, samomxmare-

blo fasebis zrdiTa da axali skandaliT wamlebis sferoSi.

mesame moZraoba ki 1960-ian wlebSi daiwyo. am droisaTvis, momxmareblebi

metad gaTviTcnobierebulni iyvnen, produqtebi ki ufro kompleqsuri da poten-

ciurad saxifaTo gaxda. Sesabamisad, xalxi ukmayofilobas gamoTqvamda

amerikuli institutebisadmi. problemebis gadasaWrelad, asparezze gamoCnda

ralf Nneideri, sxva cnobilma mwerlebma ki didi biznesebi fuW da araeTikur

saqmianobebSi daadanaSaules. prezidentma jon kenedim ganacxada, rom momx-

mareblebs aqvT ufleba, Tavi igrZnon usafrTxod, iyvnen informirebulni,

hqondeT arCevanis ufleba da rom maTi sityva gaTvaliswinebuli iqneba. kon-

gresma gamoikvlia garkveuli industriebi da momxmarebelTa dacvis kanonmde-

bloba SemoiRo. mas Semdeg, bevri samomxmareblo jgufi Seiqmna da miRebul

iqna ramdenime samomxmareblo kanoni. momxmarebelTa moZraobam saerTaSoriso

saxe miiRo da Rrmad gaidga fesvebi evropaSi.

ra aris mmoommxxmmaarreebbeellTTaa mmooZZrraaoobbaa? es moqalaqeebisa da samTavrobo saagen-

toebis organizebuli moZraobaa gamyidvelebTan mimarTebaSi, momxmarebelTa

uflebebis gaumjobesebisa da dacvis mizniT. ggaammyyiiddvveellTTaa ttrraaddiicciiuullii uuffllee--

bbeebbii mmooiiccaavvss:

■ uflebas, waradginos nebismieri produqti nebismieri zomiTa da stiliT,

imis gaTvaliswinebiT, rom igi ar aris saxifaTo piradi janmrTelobisa da

usafrTxoebisaTvis. winaaRmdeg SemTxvevaSi, produqts Tan unda axldes spe-

cialuri gamafrTxilebeli iarliyi.

■ uflebas, daados produqts nebismieri fasi ise, rom ar moaxdinos erTgva-

rovan myidvelebs Soris diskriminacia.

■ uflebas, daxarjos nebismieri raodenobis Tanxa produqtis stimulirebi-

saTvis imis gaTvaliswinebiT, rom es qmedebebi ar iqneba kvalificirebuli,

rogorc arajansaRi konkurencia.

■ uflebas, gamoiyenos produqtis Sesaxeb nebismieri Setyobineba imis gaTva-

liswinebiT, rom igi SecdomaSi ar Seiyvans myidvels da iqneba keTilsin-

disieri rogorc Sinaarsobrivad, ise aRsrulebis mxriv.

■ uflebas, gamoiyenos yidvis nebismieri wamaxalisebeli sqema,Tu igi ar iqneba

SecdomaSi Semyvani an aramarTebuli.

mmyyiiddvveellTTaa ttrraaddiicciiuullii uufflleebbeebbiiss ddaaccvvaa moicavs:

■ uflebas, hqondes imedi produqtis usafrTxoebisa.

■ uflebas, moelodes usafrTxo produqtis niSan-Tvisebebis damTxvevas

deklarirebul monacemebTan.

■ uflebas, ar SeiZnos is produqti, romlis Sesyidvasac sTavazoben.

am uflebaTa Sedarebisas, bevri miiCnevs, rom balansi gamyidvelis sasarge-

blod irRveva. marTalia, myidvels SeuZlia uari Tqvas yidvaze, magram, rogorc

kritikosebi aRniSnaven, myidvels aqvs Zalze mcire informacia, ganaTleba da

dacva, raTa miiRos swori gadawyvetileba gamocdil gamyidvelTan

dapirispirebisas. momxmarebelTa damcvelni damatebiTi samomxmareblo ufle-

bebisaken mogviwodeben:

■ ufleba, iyvnen kargad informirebulni produqtis mniSvnelovan aspeqtebze.


■ momxmareblebs surT, ufro meti informacia miiRon produqciis etiketze miTiTebul ingredientebze, sakveb Rirebule-

bebsa da gamoSvebis TariRze.

mmoommxxmmaarreebbeellTTaa mmooZZ--

rraaoobbaa ((Consumerism)moqalaqeebisa da

samTavrobo saagen-

toebis organizebu-

li moZraoba gamyid-

velebTan mimarTeba-

Si, momxmarebelTa

uflebebis gaumjobe-

sebisa da dacvis

mizniT.


■ ufleba, iyvnen daculni saeWvo produqtebisa da marketinguli qmedebebisa-

gan.

■ ufleba, gavlena moaxdinon produqtebsa da marketingul saqmianobebze, rac

`cxovrebis xarisxs” gaaumjobesebs.

TiToeul am SemoTavazebas, momxmarebelTa damcvelebis mxridan, ufro

specifikuri winadadebebi mohyva. zogadad, es aris ufleba, iyvnen informire-

bulni, kerZod ki, icodnen namdvili procenti kreditze (informacia gasesxe-

bisas), namdvili xarji brendis TiToeul erTeulze (individualuri faswar-

moqmna), produqtSi ingredientebis Semcveloba (ingredientTa etiketebi),

sakvebis faseuloba (kvebis etiketebi), produqtis siaxle (gamoSvebis namdvili

TariRi) da produqtis namdvili sargebeli (reklamis sinamdvile). winadade-

bebi, romlebic dakavSirebulia momxmarebelTa dacvasTan, gulisxmobs,

biznesTaRliTobis SemTxvevaSi, momxmarebelTa uflebebis gamyarebas, pro-

duqtis usafrTxoebis moTxovnasa da ufro meti Zalauflebis micemas

samTavrobo saagentoebisaTvis. winadadebebi, romlebic ukavSirdeba cxovrebis

xarisxs, moicavs im ingredientebis kontrols, romelnic Seadgenen konkretul

produqts Tu SefuTvas, sareklamo `xmauris” Semcirebas da, momxmarebelTa

interesebis dasacavad, maTi warmomadgenlebis miRebas kompaniis direqtorTa

sabWoSi.

momxmareblebs aqvT ara mxolod ufleba, aramed pasuxismgeblobac, daic-

van sakuTari Tavi nacvlad imisa, rom es funqcia sxvas gadaabaron. momxmare-

blebs, romlebic Tavs motyuebulad grZnoben, samoqmedod ramdenime varianti

aqvT, maT Soris kontraqti kompaniasa da mediasTan, urTierToba federalur,

Statebisa Tu adgilobriv saagentosTan an sasamarTlosTan.

ggaarreemmooss ddaammccvveellTTaa mmooZZrraaoobbaa ((Enviromentalizm))

maSin, rodesac momxmarebelTa damcvelni fiqroben imaze, Tu ramdenad efeqtu-

rad emsaxureba marketinguli sistema momxmareblTa survilebs, garemos dam-

cvelni imis ganxilviT arian dakavebulni, Tu ra gavlenas axdens marketingi

garemoze, amasTan, ganixilaven im

xarjebs, rac momxmarebelTa moTxovnilebebisa da survilebis dasakmay-

ofileblad aris aucilebeli. ggaarreemmooss ddaammccvveellTTaa mmooZZrraaoobbaa moqalaqeebis, biz-

nesisa da mTavrobis organizebuli gamosvlaa xalxis sacxovrebeli garemos

dasacavad da gasaumjobeseblad.

garemos damcvelni ar arian marketingisa da moxmarebis procesis

winaaRmdegni. MmaT, ubralod, undaT, rom xalxma da organizaciebma garemoze

meti mzrunveloba gamoiCinon. isini amtkiceben, rom marketinguli sistemis

mizani ara moxmarebis procesis maqsimalizacia, momxmarebelTa arCeva an momx-

mareblis dakmayofileba, aramed cxovrebis xarisxis gaumjobeseba unda iyos.

`cxovrebis xarisxi” ki niSnavs ara mxolod samomxmareblo saqonlisa da mom-

saxurebebis raodenobasa da xarisxs, aramed garemos xarisxsac. garemos dam-

cvelebs surT, rom garemos dacvis xarjebi gaxdes rogorc mwarmoeblis, aseve

momxmareblis gadawyvetilebis miRebis Semadgeneli nawili.

aSS-Si garemos damcvelTa moZraobis piveli talRa, 1960-ian da 1970-ian

wlebSi, gamowveuli iyo garemos damcvelTa jgufebisa da momxmareblebis

SeSfoTebiT ekologiuri sistemis degradaciis gamo; kerZod, madneulis Ria

wesiT mopovebiT, tyeebis gaCanagebiT, mJavuri wvimebiT, atmosferoSi ozonis

fenis gaTxelebiT, toqsikuri narCenebiTa da nagaviT. sazogadoeba, aseve, ganic-

dida dasasvenebeli teritoriebis dakargvasa da janmrTelobasTan

dakavSirebuli problemebis matebas, rac gamowveuli iyo cudi haeriT,

dabinZurebuli wyliTa da qimiuri nivTierebebiT gaJRenTili sakvebiT.

garemos damcvelTa moZraobis meore talRis iniciatori ukve mTavroba

gaxldaT. man, 1970-1980-ian wlebSi, SemoiRo kanonebi da maregulirebeli wesebi

im industriuli saqmianobebis samarTavad, romlebic zemoqmedeben garemoze. am

talRam zogierT industrias seriozuli dartyma miayena. metalurgiuli kom-

paniebi da komunaluri dawesebulebebi iZulebulni gaxdnen, miliardobiT

dolaris investiciebi CaedoT dabinZurebis makontrolebel danadgarebsa da

ZviradRirebul sawvavSi. avtoindustria iZulebuli gaxda, daenerga

ggaarreemmooss ddaammccvveellTTaa

mmooZZrraaoobbaa

((Environmentalism)mTavrobisa da moqa-

laqeebis organize-

buli gamosvla xal-

xis sacxovrebeli

garemos dasacavad

da gasaumjobeseblad.


ZviradRirebuli, avtomanqanebis gamonabolqvis makontrolebeli danadgarebi.

SefuTvis industriebs ki daekisraT gzebis moZieba nagvis Semcirebis mizniT.

aRniSnuli industriebi winaaRmdegobas uwevdnen garemos dacvis kanonebs,

gansakuTrebiT maSin, rodesac maT aiZulebdnen, swori gadawyvetilebebi sak-

maod swrafad mieRoT. bevri maTgani amtkicebs, rom maT mier aRebulma didma

xarjebma isini naklebad konkurentunariani gaxada.

dRes, garemos damcvelTa pirveli ori talRa mesame, ufro Zlier talRad

gardaiqmna, radganac kompaniebi sakuTar Tavze iReben pasuxismgeblobas,

aranairi ziani ar miayenon garemos. amgvarad, garemos damcvelebma protesti-

dan prevenciisken, anu kanonidan pasuxismgeblobisken gadainacvles. sul ufro

meti kompania egueba ggaarreemmooss mmddggrraaddoobbiiss ppoolliittiikkaass,, romelic ganviTarebis

iseTi strategiis SemuSavebas gulisxmobs, rodesac garemo daculia, kompania

ki _ momgebiani (ix. marketingi muSaobis prcesSi 16.2). am strategiis erT-erTi

mimdevari acxadebs: `mdgradi, globaluri ekonomikis ganviTareba gamowvevaa:

es aris ekonomika, romlis mxardaWerac ganusazRvrelad SeuZlia planetas. . .

. es aris udidesi gamowveva da, amavdroulad, udidesi SesaZleblobac.”

suraTze 16.1 naCvenebia bade, romlis gamoyeneba SeuZliaT kompaniebs, raTa

Seafason TavianTi progresi garemos mdgradobis misaRwevad. yvelaze

mniSvnelovan doneze kompanias SeuZlia ganaxorcielos ggaarreemmooss ddaabbiinnZZuurreebbiiss

pprreevveenncciiaa.. es niSnavs ufro mets, vidre garemos dabinZurebis kontroli, rac

gulisxmobs garemos narCenebisgan gasufTavebas maTi warmoqmnis Semdeg.

ddaabbiinnZZuurreebbiiss pprreevveenncciiaa gulisxmobs narCenebis aRmofxvras an minimumamde day-

vanas maT warmoqmnamde. kompaniebma, romelnic CarTulni arian prevenciaSi, war-

moadgines `mwvane marketingis” programebi – ekologiurad usafrTxo pro-

duqtebis Seqmna anu xelmeored gadamuSavebadi da biologiurad daSladi

SefuTva, dabinZurebis ukeTesi kontroli da energoefeqturi sawarmoo proce-

sebi. maT aRmoaCines, rom SesaZlebelia erTdroulad iyo `mmwwvvaanneecc”” da

kkoonnkkuurreennttuunnaarriiaanniicc.. ganvixiloT, rogori reaqcia hqonda yvavilebis

holandiur industrias garemos dacvis problemebze:

SezRudul farTobebze yvavilebis intensiuri kultivireba

iwvevda niadagisa da miwisqveSa wylebis dabinZurebas pesticidebiT,

hermicidebiTa da xelovnuri sasuqebiT. garemos dacviTi maregulire-

beli kanonmdeblobis gamkacrebis Semdeg, holandiuri yvavilebis

mwarmoeblebma gaacnobieres, rom warmoqmnili problemis gadawyvetis

efeqturi gzaa yvavilebis warmoebaSi e.w. Caketili teqnologiuri cik-

lis ganviTareba. amJamad, mowinave holandiul saTburebSi yvavilebi

izrdeba ara niadagSi, aramed specialurad Seqmnil Caketil mkvebav

garemoSi (e.w. hidroponikis principebis gamoyenebiT,rodesac niadagis

nacvlad gamoiyeneba kenWebis, matylisa da qviSis narevi, romelsac

dozirebulad miewodeba sakvebi nivTierebebiT gazavebuli wyali).

amasTanave, xdeba wylis cirkulacia da xelaxali gamoyeneba,

Semcirebulia pesticidebisa da herbicidebis gamoyeneba. aseTi

Caketili teqnologiuri cikli uzrunvelyofs mcenareebis zrdis

pirobebis stabilurobas da aumjobesebs produqciis xarisxsac.

Sedegad, miRweulia ara marto garemoze zegavlenis Semcireba, aramed,

amavdroulad, naklebi xarjebi, produqciis ukeTesi xarisxi da glob-

aluri konkurentunarianobis zrda.

momdevno etapze kompaniebs SeuZliaT gamoiyenon e.w. produqtis gankargva

– ara marto warmoebis Sedegad gamowveuli dabinZurebis, aramed garemoze

yvela saxis zegavlenis minimalizacia produqtis mTeli sasicocxlo ciklis

ganmavlobaSi. bevri kompania, TandaTan, egueba garemos dizainis (DFE design forEnviroment procticen) praqtikas, romelic proeqtirebis etapze, winaswar gaazrebas

gulisxmobs, raTa Seiqmnas iseTi produqtebi, romelTa aRdgena, xelaxali

gamoyeneba Tu meoradi gadamuSaveba advilia. DFE ara marto garemos

SesanarCuneblad aris kargi, igi SesaZloa Zalze momgebianic iyos. amis

magaliTia Xerox-is korporaciis e.w. ,,gadamuSavebis menejmentis programa’’

(ARM). Xerox-i ukan ibrunebs lizingiT gacemul Tavis manqanebs, Slis,

Semadgenel komponentebs xelaxla amuSavebs da maTi gamoyenebiT axal man-

qanebs awyobs. es programa ara marto lizingis msurvelebs uzrunvelyofs

ggaarreemmooss mmddggrraaddoobbaa

((Environmentalsustainability)mmarTvelobiTi mid-

goma, romelic gu-

lisxmobs ganviTare-

bis iseTi strategiis

SemuSavebas, rodesac

garemo daculia, kom-

pania ki _ momgebiani.


produqciis ganaxlebiT, aramed, Zveli manqanebis gadamuSavebiT, zogavs kom-

paniis fuls. Xsrox-is SefasebiT, ARM-is danazogma, nedleulis, SromiTi

resursebisa da narCenebis moSorebis mxriv, 300-400 milioni dolari Seadgina.

gare faqtorebisadmi mdgradobis mesame etapze, kompaniebi momavlisken

iyurebian da garemos dacvisTvis aucilebeli axali teqnologiebis Seqmnas

gegmaven. bevri organizacia, romelic dabinZurebis prevenciasa da produqtis

xsenebul gankargvaSi dawinaurda, SezRudulia arsebuli teqnologiebiT.

mTlianad mdgradi strategiebis gansaviTareblad, maT axali teqnologiebis

ganviTareba sWirdebaT. Monsanto amas soflis meurneobisaTvis saWiro

teqnologiebis SecvliT aRwevs; kerZod, didi raodenobis qimiuri sasuqebis

nacvlad,igi bioteqnologias iyenebs. mcenareebis zrdis saTanado kontroliT,

parazitebis Tavidan moSorebiT, bioinJineriaze dayrdnobiT da ara pesticide-

bisa da xelovnuri sasuqis gamoyenebiT, Monsanto imedovnebs, rom Seasrulebs

Tavis pirobas soflis meurneobis gare faqtorebisadmi mdgradobis

SenarCunebis Taobaze. Monsanto acxadebs, rom kompaniis mizania im teqnolo-

giebis gankargva, romlebsac Tavad qmnis. maTi TqmiT, `Monsanto-s evaleba

maRalxarisxiani produqciis miwodeba, romelsac Cveni myidvelisa da

garemosaTvis sargebeli moaqvs.”

da bolos, kompanias SeuZlia ganaviTaros mdgradobis xedva, romelic

erTgvari gidia momavlisaken. igi gviCvenebs, Tu rogor unda dainergos kom-

paniis produqcia da momsaxurebebi, procesebi da politikuri kursi da

romeli axali teqnologiebi unda ganviTardes amis misaRwevad. mdgradobis

axali xedva gvTavazobs CarCos dabinZurebis gakontrolebis, produqciis

marTvisa da garemos dacvisaTvis saWiro teqnologiebisaTvis.

dRes, kompaniaTa umravlesoba yuradRebas amaxvilebs 16.1 suraTze

mocemuli badis qveda marcxena kvadratze anu yvelaze did investiciebs gare-

ssuurraaTTii 1166..11

garemos mdgradobis bade

wyaroebi: Reprinted by permission of Harvard Business Review. From “Beyond Greening: Strategies for aSustainable World,” by Stuart L. Hart, January–February 1997, p. 74. Copyright © 1997 by the President and Fellowsof Harvard College; all rights reserved.


garemos mdgradobis misaRwevad ga-

miznul qmedebebs, rac planetis ga-

darCenas emsaxureba, Tan mogebac ax-

lavs. garemosMmdgradoba gadamwyve-

ti, magram Znelad misaRwevi sazoga-

doebrivi mizania. udidesi navTob-

kompania BP-is Tavmjdomarem jon

braunma, amas winaT, aseTi SekiTxva

dasva: `SesaZlebelia Tu ara realu-

ri progresi? aris ganviTareba

mdgradi? an aris Tu ara progresis

erT-erTi niSan-Tviseba _ industri-

alizacia _ garemoze imdenad mavne

zemoqmedebis mqone, rom momaval

Taobas SeiZleba arc ki uRirdes am

samyaroSi cxovreba.~ dRes, TiTqmis

yvela kompania garemos dacvis zome-

bze saubrobs. Sony-m eleqtronul

produqciaSi Seamcira iseTi mZime me-

talebis Semcveloba, rogoricaa

tyvia, vercxliswyali da kadmiumi.

Nike-i gadaamuSavebs Zvel sportul

fexsacmels, axals ki PVC-is gareSeawarmoebs, amasTanave, axalgazrdebs

Senaxvas, xelaxal gamoyenebasa da

warmoebas aswavlis. P&G-is Tide-i,romelic arnaxulad asufTavebs tan-

sacmels, yuTis ukana mxareze miuTi-

Tebs, rom saponi antibaqteriulia,

xolo misi SefuTva xelaxal gada-

muSavebas eqvemdebareba da adamianis

septikuri sistemisaTvis usafrTxoa.

Wal-Mart-ma èkologiurad megobru-

li” maRaziebi gaxsna. aq nayidi hae-

ris kondincionirebis sistema iye-

nebs gamwov-gamagrilebel saSuale-

bas, romelic ar iwvevs ozonis daS-

las; mosarwyavad avtosadgomebidan

da saxuravidan agrovebul wvimis

wyals iyeneben, dRis Suqs foto-sen-

sorebiT marTvadi fluorescencu-

li ganaTeba uzrunvelyofs, eleq-

tronul niSnebs ki mzis energia

kvebavs.

zogierTi kompania ufro Sors

midis. gavixiloT ramdenime magali-

Ti:

me-20 saukunis garemos yvelaze

damabinZurebel amerikul firmad

cnobilma DuPont-ma Tavisi navTo-

bisa da qimikatebis biznesi, XXI

saukuneSi, e.w èkologiurad me-

gobrul~ firmad gardaqmna. sain-

teresoa, rogor? jer erTi, DuPont-

ma mkveTrad Seamcira warmoebis

narCenebis raodenoba; amasTan,

DdResdReobiT, igi naklebad

abinZurebs atmosferos da zogavs

energias. ufro metic, man Tavisi

saqmianoba radikalurad gardaq-

mna da Tavi mouyara iseT biznes-

teqnologiebs, romlebic ar emuq-

reba bunebrivi resursebis amo-

wurvas. amisaTvis kompania ayali-

bebs iseT biznesebs, rogoricaa

navTobisa da gazis sawarmo

Conoco oil-i da investicias debsPioneer Hi-Bred International-Si, romlis

marcvleuliT, erT-erTi analiti-

kosis TqmiT, ìwarmoeba ara marto

adamianebisa da saqonlis sakvebi,

aramed ganaxlebadi masalebic

komerciuli gamoyenebisaTvis.~

DuPont-ma Seqmna rigi axali

produqtebisa garemos dacviTi

sakiTxebis sruli gaTvaliswine-

biT. magaliTad, Tyvek-i – saxlebis

saizolacio masala, romelic zo-

gavs imaze met energias, vidre

Tavad misi warmoebisTvis aris

saWiro. aRsaniSnavia Super Solids-i

ggaarreemmooss mmddggrraaddoobbaa -- mmooggeebbiiss mmiiRReebbaa,, rrooddeessaacc ppllaanneettiiss

ggaaddaarrCCeennaass eexxmmaarreebbii

16.2

garemos mdgradoba: BP-is miaCnia, rom mdgradobis gamowveva karg SesaZleblobebs iZleva. man, cota xnis win, gaxsna

garemosadmi `msoflioSi yvelaze megobruli servis-sadguri" (londonis maxloblad), sadac gamoyenebulia mzis

elementebi, qaris wisqvili da `mwvaneTa" moZraobis Sesatyvisi sxva inovaciuri mowyobilobebi.


mos dabinZurebis prevenciaSi debs. zogierTi windaxeduli kompania aviTarebs

produqtis gankargvisa da garemos dacvisaTvis saWiro axal teqnologiebs;

zogierTi ki gansazRvravs mdgradobis xedvas. suraTi 16.1-is badis mxolod


– saRebavebi, romelTa saSuale-

biTac manqanis SeRebva SeiZleba

ise, rom toqsikuri gamxsnelebi

haerSi ar gaibnes. agreTve, Solae –dieturi soiis proteinis masala,

romelic 1000-ze meti dasaxelebis

sakveb produqtSi gamoiyeneba. kom-

pania gegmavs, 2010 wlisaTvis,

gaaormagos ganaxlebuli produq-

ciidan Semosavlis maCvenebeli da

miaRwios 25 procents.

UPS: SeiZleba iTqvas, rom UPS,TandaTan, `mwvane” kompania xdeba.

moZvelebuli sawvavis gamoyenebis

SemcirebiT, igi axla meTodurad

amcirebs jer kidev tradiciul,

magram araganaxlebad da haeris

damabinZurebel, sawvavze momuSave

satransporto saSualebebis rao-

denobas. sanacvlod, igi eqsplua-

tacias uwevs alternatiul saw-

vavze momuSave 1800, dabali gamo-

nabolqvis mqone 2500 da didi

raodenobis eleqtronul satran-

sporto saSualebas. garda amisa,

amerikis garemos dacvis saagen-

tosa (EPA) da DaimlerChrysler-Tan

erTad, testirebas utarebs sawva-

vis qselebsa da gasamarT sadgu-

rebs, romlebic wyalbadze da

sxva alternatiul sawvavze mu-

Saoben. misi mizania, haeris dabin-

Zurebisa da e.w. saTburis efeqtis

gamo, klimatis daTbobis mavne Se-

degebis Semcireba da kompaniis

mier gamoyenebuli resursebis ga-

naxlebis gaumjobeseba. rogorc

damatebiTi sargebeli, navTobis

gamoyenebis efeqturobis gaumjo-

beseba da alternatiul sawvavze

gadasvla amcirebs fasebs da UPS-s icavs msoflio bazrebze navTo-

bis fasebis ryevisagan. es, aseve,

adasturebs UUPS-is mier momxmare-belTa keTildReobis Sesaxeb dek-

larirebul dapirebebs. UPS-maicis, rom yovelTvis, rodesac misi

yavisferi manqana arasasiamovno

sunis gamonabolqvs gamoscems da

haers kvamliT daabinZurebs, misi

brendis imiji Selaxuli iqneba.

kompaniis uaxles sareklamo kam-

paniaSi svamen SekiTxvas: `risi

gakeTeba SeuZlia TqvenTvis Brown-s?~ pasuxebs Soris erT-erTia:

`Brown-i sunTqvas gagiadvilebT.~

Dell:: bevri kompaniis msgavsad,masac esmis, rom garemos mdgra-

doba mxolod fabrikis sisufTa-

ves ar niSnavs. es aris produq-

ciis sworad marTva maTi arsebo-

bis bolomde. eleqtronika ameri-

kis samrewvelo nagvis udides na-

wils Seadgens, 250 milioni kom-

piuteris CaTvliT, romlebic, 2005

wlisaTvis, xmarebidan gamovida. es

kompiuterebi Seicaven rogorc

toqsikur metalebs, aseve gamosa-

deg da meoradi gamoyenebis masa-

lebs, amitomac Dell-i ar uSvebsmaT ganadgurebasa da miwaSi Caf-

vlas. aqedan gamomdinare, kompaniam

wamoiwyo Dell-is e.w. reciklirebis

programa, romelic Zveli kompiu-

terebis garemoze zemoqmedebis

Semcirebis mcdeloba gaxldaT.

Dell-is produqciis momxmareblebs,

rogorc msxvil biznesebs, ise ker-

Zo myidvelebs, SeuZliaT Zveli

kompiuteruli aRWurviloba gac-

valon an kompaniis mimReb punq-

tebs Caabaron. Dell-i miiRebs kom-piuteris nebismier Zvel models,

konkurentul brendsac ki. Tu

Zveli teqnika jer kidev gamoye-

nebadia, Dell-i mas ganaaxlebs, me-

tad gamoyenebads gaxdis da ro-

melime saqvelmoqmedo organiza-

cias aCuqebs. xolo, Tu teqnika im-

denad moZvelebuli an uvargisia,

rom misi SekeTeba SeuZlebelia,

maSin Dell-i mas frTxilad daSlis

da gadaamuSavebs, winaaRmdeg Sem-

TxvevaSi ki, frTxilad gaanad-

gurebs usargebli mowyobilobebs.

axlaxan, Dell-ma, xelaxali gada-

muSavebis stimulirebisaTvis, 15

qalaqSi gadamuSavebis turne

moawyo, raTa 15 milioni girvanqis

kompiuteruli aRWurviloba Seeg-

rovebina. Dell-is gamoangariSebiT,

man xelaxla gadaamuSava an aRad-

gina or milionze meti Zveli kom-

piuteri, riTac milionobiT gir-

vanqis aRWurviloba aacila miwa-

Si Cafvlas.

BP garemos mdgradobis gamow-

vevebs garkveul SesaZleblobebad

miiCnevs. `garemos sakiTxTan da-

kavSirebul swor qmdebas didi

komerciuli safuZvlebi gaaCnia~, –

acxadebs generaluri direqtori

jon brauni. misi xelmZRvanelo-

biT, BP aqtiurad gamodis globa-

luri klimatis ganxilvis sazoga-

doebriv forumebze da intensiu-

rad muSaobs, raTa Seamciros bu-

nebaze zemoqmedeba, dawyebuli

nedleulis mopovebidan, damTavre-

buli misi gadamuSavebiT. man wa-

moiwyo sufTa sawvavis marketingi;

sakmao investicia moaxmara al-

ternatiuli energowyaroebis ga-

mokvlevebs, rogoricaa fotoele-

qtruli energia da wyalbadi.

axlaxan, BP-m londonis axlos

gaxsna `garemosadmi metad megob-

ruli servisis sadguri~, romel-

sac axasiaTeben, rogorc mwvaneTa

moZraobis Sesatyvisi, uamravi no-

vatoruli Tvisebebis mqone sawar-

mos. garemos dacvis winaSe BP-spasuxismgeblobis gamomxatveli

es sadguri mTlianad ganaxlebadi

energiiT funqcionirebs, amasTana-

ve, energiis naxevars mzis panele-

bisa da qaris turbinebis saSua-

lebiT gamoimuSavebs. teqnikuri

wylis 60 procentze meti saxurav-

ze Segrovebuli wvimis wyalia,

xolo xelis dasabani wyali mzis

panelebiT cxeldeba. BP-m servis-sadguris teritoria gaamwvana,

aseve, ganaxorciela ramdenime ga-

reuli saxeobis, kerZod, mwerebis

mWameli Citebis teritoriaze dam-

kvidrebis iniciativa.

zogierTi kompania garemos sakiT-

xebze reagirebas mxolod im odeno-

biT axdens, rac axali kanonmdeblo-

biT gaTvaliswinebuli sanqciebis

Tavidan asacileblad da garemos

damcvelTa gasaCumeblad aris saWi-

ro. saqmis mcodne kompaniebi ki gare-

mos dacvaSi monawileoben ara imi-

tom, rom es savaldebulia, aramed

imitom, rom amis gakeTeba sasargeb-

loa rogorc kompaniis, aseve samya-

ros momavlisaTvis.

wyaroebi: Marc Gunther, “Tree Huggers, Soy Lovers,and Profits,” Fortune, June 23, 2003 pp. 98–104; PeterM. Senge, Goran Carstedt, and Patrick L. Porter,“Innovating Our Way to the Next IndustrialRevolution,” MIT Sloan Management Review, Winter2001, pp. 24–38; “DuPont Discusses Sustainability,”Electronic Materials Update, April 2003, p. 1;“Alternative Fuel Media Kit,” accessed online athttp://pressroom.ups.com/, August 2003; “DellRecycling,” accessed at www.dell.com, September2003; “BP Launches World’s Greenest ServiceStation,” BP press release, April 25, 2002, accessed atwww.bp.com/centres/press/media_resources/press_release/index.asp; and www.bp.com/centres/ press/hornchurch/index.asp, September 2003.

erT an ramdenime ujredze yuradRebis gamaxvileba problemebisadmi viwro

midgoma an mxolod sadReiso problemebis regulirebis mcdelobaa.

magaliTad, badis mxolod qveda naxevarSi mocemul faqtorebSi investiciebis


Cadebisas, kompania karg mdgomareobaSi aRmoCndeba dRes, magram am nabijiT igi

safrTxeSi agdebs Tavis momavals. da piriqiT, badis zeda naxevarze

yuradRebis gamaxvileba gulisxmobs, rom kompanias garemos saTanado, kargi

xedva aqvs, magram im unar-Cvevebis naklebobas ganicdis, romlebic misi

realizaciisaTvis aris saWiro. amgvarad, kompaniebma unda ganaviTaron garemos

mdgradobis badeSi mocemuli oTxive ganzomileba. zustad ise, rogor HewlettPackard-i moqmedebs:

HP, bolo ori aTwleulis ganmavlobaSi, garemos mdgradobis sam

gansxvavebul fazaSi iyo CarTuli. 1980-ian wlebSi, yuradReba,

ZiriTadad, garemos dabinZurebis kontrolsa da prevenciaze iyo

gamaxvilebuli, kerZod ki, warmoebis procesSi, atmosferoSi mavne

gamonabolqvis Semcirebaze. . . . 1990-ian wlebSi, aqcentma produqciis

gankargvis funqciaze gadainacvla, rac gulisxmobda mTel rig iseT

sakiTxebs, rogoricaa fokusireba globaluri procesebis ganvi-

Tarebaze, maTze dakvirveba da, maregulirebeli sakiTxebis marTvis

mizniT, Tvalyuris midevneba myidvelTa gamokiTxvebis Sedegebze rea-

girebis sistemebze, informaciul menejmentze, sazogadoebrivi poli-

tikis Camoyalibebaze, produqtis ukan dabrunebis programebze, e.w.

,,mwvane’’ SefuTvis sakiTxebze da `garemos dacvis” dizainisa da

sasicocxlo ciklis integrirebaze produqtis ganviTarebis

procesSi. dRes, mdgradoba gulisxmobs im teqnologiebis ganviTa-

rebas, romlebic, ZiriTadad, garemos dacvis gamowvevebze pozitiur

zegavlenas uwyobs xels. Tumca, HP-ma gaacnobiera, rom dabinZurebisprevencia da produqtis gankargva bazris ZiriTadi molodini iyo.

XXI saukuneSi, garemos dacvis sferoSi liderobis mizniT, HP-ssWirdeba garemos mdgradobis sakiTxebis integrireba fundamenturi

biznesis sakuTar xedvasa da strategiaSi.

garemos damcvelTa moZraoba globaluri marketologebisaTvis zogierT

specifikur gamowvevas warmoqmnis. gamomdinare iqidan, rom saerTaSoriso

vaWrobis barierebi mcirdeba, globaluri bazrebi ki farTovdeba, garemos

dacvasTan dakavSirebul sakiTxebs sul ufro meti gavlena aqvT

saerTaSoriso vaWrobaze. CrdiloeT amerikis, dasavleT evropisa da sxva

ganviTarebuli regionebis qveynebi garemos dacvis mkacr standartebs qmnian.

magaliTad, aSS-Si, 1970 wlidan moyolebuli, garemos dacvis or aTeulze meti

kanoni mooqmedebs da rogorc bolo drois movlenebi gviCvenebs, mosalod-

nelia kontrolis kidev ufro gamkacreba. CrdiloeT amerikis Tavisufali

vaWrobis (NAFTA) SeTanxmebis Tanaxmad, Seiqmna komisia, romelmac unda

gadaWras garemos dacvasTan dakavSirebuli problemebi. axlaxan, evrokavSirma

daamtkica kanoni “end-of-life” (sicocxlis dasasruli), romelic manqanebis mwar-

moeblebisagan moiTxovs, 2006 wlisaTvis, maT mier warmoebuli Zveli manqanebis

sul mcire 80 procebtis gadamuSavebas an modernizebas, xelaxla gamoyenebis

mizniT. evrokavSiris ,,eko-menejmentis da auditis’’ programa gvTavazobs gare-

mos dacvis TviTregulirebis instruqciebs.

miuxedavad amisa, garemos dacvis politika yvela qveyanaSi gansxvavebulia

da msoflio masStabis standartebs kidev didxans unda velodoT. Tumca,

iseTma qveynebma, rogoricaa dania, germania, iaponia da aSS, garemos dacvis

politika ukve ganaviTares da sazogadoebis molodinic gaamarTles; didima

qveynebma _ CineTma, indoeTma, braziliam da ruseTma ki, aRniSnuli politikis

ganviTareba mxolod axlaxans daiwyes. ufro metic, garemo faqtorebs, rom-

lebic gavlenas axdenen erTi qveynis momxmareblebze, SesaZloa sxva qveynis

warmomadgenlebze aranairi zegavlena ar iqonion. magaliTad, gamagrilebeli

sasmelebis PVC boTlebis gamoyeneba SeuZlebelia Sveicariasa da germaniaSi,

Tumca, maT upiratesobas aniWeben safrangeTSi, sadac maTi gadamuSaveba xdeba.

ase rom, saerTaSoriso kompaniebs uZneldebaT garemos dacvis iseTi standar-

tuli qmedebebis ganviTareba, romlebic mTel msoflioSi erTnairad imuSavebs.

amdenad, isini qmnian ZiriTad politikas, Semdeg ki, masgan ayalibeben pro-

gramebs, romlebic adgilobriv kanonmdeblobasa da sazogadoebis molodinzea

morgebuli.


ssaazzooggaaddooeebbrriivvii qqmmeeddeebbeebbii mmaarrkkeettiinnggiiss rreegguulliirreebbiissaaTTvviiss

moqalaqeebis damokidebulebas marketingis saqmianobisadmi, Cveulebriv, sazoga-

doebis yuradReba da sakanonmdeblo aqtebi moyveba. kanonproeqtebze debatebi

imarTeba. bevr maTgans uaryofen, bevrsac Secvlian da mxolod ramodenime

iqneba miRebuli, rogorc kanoni.

kanonebi, romlebic gavlenas axdenen marketingze, mesame TavSia CamoT-

vlili. mTavari amocanaa am kanonebis gadatana marketingis aRmasrulebelTa

enebze, romelzedac isini iReben gadawyvetilebebs konkurentunarian urTier-

Tobebze, produqtebze, fasebze, stimulirebasa da distribuciis arxebze.

suraTze 16.2 asaxulia ZiriTadi samarTlebrivi sakiTxebi, romlebsac mar-

ketingis menejmenti awydeba.

■❚ bbiizznneessiiss qqmmeeddeebbeebbii ssoocciiaalluurraadd ppaassuuxxiissmmggeebbeelliimmaarrkkeettiinnggiiss mmiimmaarrTTuulleebbiiTT

Tavdapirvelad, bevri kompania daupirispirda momxmareblebisa da garemos

damcvelTa moZraobas. isini fiqrobdnen,rom maTi kritika usamarTlo an umniS-

vnelo iyo. magram, dReisaTvis, ukve bevri maTgani mzadaa, cnos axali samomxma-

reblo uflebebis principebi. maT SeuZliaT daupirispirdnen romelime kanons,

rogorc momxmareblis specipikuri problemebis gadaWris araswor saSuale-

bas, magram isini aRiareben momxmareblis uflebas informaciasa da dacvaze.

bevri kompania dadebiTad gamoexmaura momxmareblebisa da garemos damcvelTa

moZraobas, raTa ukeT moemsaxuron klientebis moTxovnebs.

ggaaccnnoobbiieerreebbuullii ((Enlightenened)) mmaarrkkeettiinnggii

ggaaccnnoobbiieerreebbuullii mmaarrkkeettiinnggii aris marketinguli filosofia, romlis

mixedviTac, kompaniis strategiam marketinguli sistemis grZelvadiani

efeqtianoba unda uzrunvelyos. igi moicavs xuT princips: momxmarebelze

orientirebul, inovaciur, faseulobaze orientirebul, misiis SegZnebaze

orinetirebul da socioeTikur (Societal) marketings.


marketinguli gadaw-

yvetilebis ZiriTadi

sferoebi, romlebic

SeiZleba kanonmde-

blobisadmi dasmuli

SekiTxvebis saxiT

warmovadginoT.

ggaaccnnoobbiieerreebbuullii mmaarr--

kkeettiinnggii ((Enlightenedmarketing)marketinguli filo-

sofia, romlis Tanax-

mad, kompaniis stra-

tegiam marketinguli

sistemis grZelva-

diani efeqtianoba

unda uzrunvelyos;

misi xuTi principi

moicavs momxmare-

belze orientire-

bul, inovaciur, Rire-

bulebaze orientire-

bul, misiis SegrZne-

baze orientirebul

da socioeTikur mar-

ketings.


mmoommxxmmaarreebbeellzzee oorriieennttiirreebbuullii mmaarrkktteeiinnggii niSnavs, rom kompaniam Tavisi mar-

ketinguli qmedebebi unda ganWvritos da ganaxorcielos momxmareblis Sexedu-

lebebidan gamomdinare. man bevri unda imuSaos, raTa gaacnobieros, Seasrulos

da daakmayofilos myidvelTa gansazRvruli jgufis moTxovnilebani. Ti-

Toeul marketingulad warmatebul kompanias, romelic Cven am saxelm-

ZRvaneloSi ganvixileT, hqonda yuradRebiT SerCeuli myidvelebisaTvis sauke-

Teso faseulobis miwodebis uzarmazari survili. myidvelTa TvaliT

danaxuli samyaro ki kompanias SesaZleblobas aZlevs, xangrZlivi da momge-

biani urTierTobebi Camoayalibos maTTan. momxmareblisaTvis faseulobis

SeqmniT kompania, Tavis mxriv, iRebs udides faseulobas momxmareblis mxridan.

iinnoovvaacciiuurrii mmaarrkkeettiinnggiiss principis Ta-

naxmad, kompania mudmivad unda eswraf-

vodes produqtisa da marketingis ganvi-

Tarebas. kompania, romelic, saqmis

keTebisas, gverds auvlis axal da ufro

efeqtur gzebs, sabolood, dakargavs

myidvels. es ukanaskneli ki im kompaniis

momxmarebeli gaxdeba, romelic ukeTesi

saSualebebiT imoqmedebs. inovaciuri

marketingis brwyinvale magaliTia

Colgate-Palmolive-i.Colgate-i, bolo wlebSi, axali pro-

duqtis mwarmoebel, ase vTqvaT, manqanad

iqca. msoflio masStabiT, axali pro-

duqtebis Senatani, dRes, Colgate-is Se-mosavlebis 35 procents Seadgens, rac, 5

wlis win, mxolod 26 procenti iyo. aSS-

Si axali produqtebis gayidvebis maC-

venebeli 27 procentidan 58 procentam-

de gaizarda. bolo ramdenime wlis

ganmavlobaSi,Colgate-ma araerTi inovaci-

uri da warmatebuli samomxmareblo

produqti awarmoa; maT Sorisaa ColgateTotal-is kbilis pasta. Total-i, albaT,

saukeTeso magaliTia gaumjobesebisaken

kompaniis dausrulebeli swrafvisa.

marketingulma kvlevam gviCvena cvli-

lebebi momxmareblis demografiul maC-

veneblebsa da saqmianobaSi; kerZod, dafiqsirda mosaxleobaSi zrdasruli,

jansaRi da ukeTesi ganaTlebis mqone momxmareblis raodenobis zrda. maTTvis

Total-i aRmoCenad iqca. kbilis pasta sargebelTa mTel kombinacias iZleva, rac

gulisxmobs kbilebis Rrmulebis qvebisgan dacvas, sasiamovno sunTqvasa da

grZelvadian efeqts. kompaniam, aseve, axali produqtisaTvis, inovaciuri mar-

ketinguli programa SeimuSava. igi moicavda reklamas samedicino-

gamajansaRebel JurnalebSi im ganaTlebul momxmareblebze gaTvliT, rom-

lebic dainteresebulni arian sakuTari kbilebisa da piris Rrus

janmrTelobiT. 1962 wlidan moyolebuli, momxmareblebma Colgate Total-is kbilis

pasta msoflio bazris am segmentis liderad aRiares. Colgate-s, axla, bazris

wilis 35 procenti uWiravs maSin, rodesac Procter & Gamble-s mxolod 25

procentiEukavia. Colgate-is maCvenebeli kvlavac izrdeba.

ffaasseeuulloobbaazzee oorriieennttiirreebbuullii mmaarrkkeettiinnggiiss principis mixedviT, kompaniam Tavisi

resursebis udidesi nawili unda Cados faseulobis Semqmneli marketingis

investirebaSi. zogierTma aqtivobam, rasac marketologebi mimarTaven, kerZod

ki, erTjeradi gayidvis stimulirebam, umniSvnelo cvlilebebma SefuTvaSi da

reklamirebam, SesaZloa gayidva sul mcire droSi gazardos, magram Seqmnas

■ inovaciuri marketingi: Colgate Total-is kbilis pasta kompaniis inovacie-

bisken swrafvis saukeTeso magaliTia. es gamorCeuli brendi sargebelTa

kombinacias warmoadgens _ icavs kbilebs qvebisagan, uzrunvelyofs sasi-

amovno sunTqvas, akontrolebs kbilebze laqebis wamoSobasa da iZleva

grZelvadian efeqts.

iinnoovvaacciiuurrii mmaarrkkeettiinn--

ggii ((Innovative marketing)gacnobierebuli mar-

ketingis principi,

romlis Tanaxmad,

kompania mudmivad

unda eswrafvodes

produqtisa da mar-

ketingis ganviTarebas.

ffaasseeuulloobbaazzee oorriieenn--

ttiirreebbuullii mmaarrkkeettiinnggii

((Value marketing)gacnobierebuli mar-

ketingis principi,

romlis mixedviT,

kompaniam Tavisi re-

sursebis udidesi na-

wili unda Cados fa-

seulobis Semqmneli

marketingis investi-

rebaSi.

mmoommxxmmaarreebbeellzzee

oorriieennttiirreebbuullii

mmaarrkkeettiinnggii ((Consumer-oriented marketing)gacnobierebuli mar-

ketingis principi,

romlis Tanaxmad,

kompaniam Tavisi mar-

ketinguli qmedebebi

unda ganWvritos da

ganaxorcielos momx-

mareblis Sexedule-

bidan gamomdinare.


ufro naklebi ffaasseeuulloobbaa, vidre amis gakeTeba produqciis xarisxSi, niSan-

Tvisebebsa Tu moxerxebulobaSi realur gaumjobesebas SeuZlia. gacnobiere-

buli marketingi gulisxmobs momxmareblis grZelvadiani erTgulebis

SenarCunebas im faseulobebis mudmivi gaumjobesebiT, romelsac momxmarebeli

firmis marketinguli SemoTavazebidan iRebs.

mmiissiiiiss SSeeggrrZZnneebbaazzee oorriieennttiirreebbuullii mmaarrkkeettiinnggii niSnavs, rom kompaniam Tavisi

misia unda gansazRvros ufro farTo socialur da ara viwro produqciis

aspeqtSi. rodesac kompania Tavis socialur misias gansazRvravs, TanamSrom-

lebi Tavs ukeT grZnoben da metad mobilizebulni arian. magaliTad, viwro

gagebiT, Unilever’s Ben & Jerry’s-is misiaa `nayinisa da gayinuli iogurtis gayidva”.

Tumca, Ben & Jerry’s-i acxadebs, rom misi misia ufro vrcelia da igi produqtis,

ekonomikisa da socialur misiebs moicavs (ix. www.Ben&Jerry’s.com/mission.http).samomxmareblo produqtis gayidvis mTavari amocanis gardaqmnam ufro did

misiad, romelic momxmareblebis, TanamSromlebisa da kompaniis sxvadsxva

,,sazogadoebis’’ interesebs emsaxureba, Ben & Jerry’s-s, miznis misaRwevad, sasic-ocxlo Zala Semata. Ben & Jerry’s-is msgavsad, dRes, bevri kompania xelmZRvane-

lobs socialuri pasuxismgeblobis principiT da urTierTobebs sazogadoe-

basTan mis kulturul TaviseburebaTa gaTvaliswinebiT agebs (ix. marketingi

muSaobis procesSi 16.3).

ssoocciiooeeTTiikkuurrii mmaarrkkeettiinnggiiss pricipebis mimdevari gacnobierebuli kompania mar-

ketingul gadawyvetilebebs momxmareblis survilebisa da interesebis, kom-

paniis moTxovnilebebisa da sazogadoebis grZelvadiani interesebis gaTvalis-

winebiT axorcielebs. kompaniam icis, rom momxmareblisa da grZelvadiani

socialuri interesebis uaryofa momxmareblebisa da sazogadoebis cudi mom-

saxurebaa. fxizeli, cocxlad moazrovne kompaniebi socioeTikur problemebs

ganixilaven, rogorc SesaZleblobebs.

socioeTikurad orientirebul marketologs iseTi produqtis Seqmna

surs,romelic ara marto mimzidveli, aramed sasargebloc iqneba. gansxvavebebi

naCvenebia suraTze 16.3. produqtebis klasifikacia SesaZlebelia imis mixedviT,

Tu ramdenad swrafad axdenen isini momxmarebelTa dakmayofilebas da, aseve,

momxmarebelTa grZelvadiani sargeblis mixedviT. aarraassrruullyyooffiilliiaa pprroodduuqqttii,

romelic arc mimzidvelia da arc grZelvadiani sargeblis mqone, rogoricaa,

mmiissiiiiss SSeeggrrZZnneebbaazzee

oorriieennttiirreebbuullii mmaarr--

kkeettiinnggii ((Sense-of-mission marketing)gacnobierebuli mar-

ketingis principi,

romlis Tanaxmad,

kompaniam Tavisi mi-

sia unda gansazR-

vros ufro farTo

socialur da ara

viwro produqciis

aspeqtSi.

ssoocciiooeeTTiikkuurrii mmaarr--

kkeettiinnggii ((Societalmarketing)

■ Herman Miller-is gundis _ dizaini garemos dacvisaTvis _ mizania, kompaniis dizainis procesSi garemos dacvis faseulobe-

bis Setana. magaliTad, e.w. ,,Mirra''-skamebi, 42 procentiT, gadamuSavebuli masalidanaa damzadebuli da TviT am skamebis 96

procenti gadamuSavebadia.

aarraassrruullyyooffiillii

pprroodduuqqttii ((Deficientproducts)produqti, romelic

arc mimzidvelia da

arc grZelvadiani

sargeblis mqone.

magaliTad, cudi gemos mqone, araefeqturi medikamenti. mmiimmzziiddvveelliiaa pprroodduuqqttii,

romelic klientebs wamier siamovnebas aniWebs, magram, garkveuli drois Semdeg,

SesaZloa saziano aRmoCndes, magaliTad, sigareti. ssaassaarrggeebbllooaa pprroodduuqqttii,

romelic klients naklebad izidavs, magram, garkveuli drois Semdeg, SeiZleba

mas sargebeli moutanos, magaliTad, usafrTxoebis qamari da sahaero dacvis

CanTebi. ssaassuurrvveelliiaa pprroodduuqqttii, romelic, erTdroulad, iZleva rogorc myisier

kmayofilebas, ise grZelvadian sargebels, magaliTad, gemrieli da sakvebi

faseulobis Semcveli sauzme.

sasurveli produqtebis magaliTebi Zalze bevria. Philips Highlighting EarthLights-is kompaqturi naTurebi karg ganaTebas da, amavdroulad, gamZleobasa da

energiis dazogvas gvTavazobs; Toyota-s gazsa da eleqtroenergiaze momuSave

Prius-i _ mSvid mgzavrobasa da sawvavis efeqturad gamoyenebas; Maytag-is mrecx-avi Neptune-i _ maqsimalur sisufTavesa da wylisa da energiis ekonomias; HermanMiller-is saofise skamebi ara marto mimzidveli da funqciuria, aramed uvnebe-

lia garemosaTvis.

msoflioSi saofise avejis erT-erTma yvelaze didma mwarmoe-

belma Herman Miller-ma uTvalavi jildo miiRo garemosaTvis uvnebeli

produqtebisa da biznes-saqmianobisaTvis. aTze meti wlis win, kompa-

niam CCaammooaayyaalliibbaa gguunnddii __ ddiizzaaiinnii ggaarreemmooss ddaaccvviissaaTTvviiss,, romelsac

kompaniis dizainis procesSi garemos dacvis RirebulebaTa danergva

daevala. gundi kompaniis produqtebis mTeli sasicocxlo ciklis

analizs asrulebs – dawyebuli produqtis gadamuSavebis gziT

kvlavwarmoebis RirebulebiT da damTavrebuli imiT, Tu ramdeni pro-

duqti SeiZleba gadamuSavdes misi vargisianobis dasrulebis Semdeg.

magaliTad, gundma Seqmna skamebis axali dizaini ise, rom minumumamde

Seamcira ekologiuri zegavlena da mogvca gadamuSavebis maRali

maCvenebeli. Herman Miller-is skami Aeron-i, 66 procentiT, gadamuSavebuli

masalisganaa Seqmnili, amasTan, Tavad am skamebis 90 procenti

gadamuSavebadia. skamis CarCo ar saWiroebs SeRebvas an sxva

damatebiTi samuSaos. misi damzadebisas ar aris gamoyenebuli ozonis

damSleli aranairi masala. skamebis gadatana SeiZleba nawil-nawil,

rac amcirebs SefuTvis saWiroebas da zogavs energias. da bolos,

skamebis masala iZleva maTi xelaxali gadamuSavebis saSualebas

xmarebis drois amowurvis Semdeg. Herman Miller-is skamebi namdvilad

sasurveli produqtia – man moipova jildoebi dizainis, funq-

cionalurobisa da garemos dacviTi sakiTxebis gaTvaliswinebisaTvis.

sul axlaxan,Herman Miller-ma Seqmna skami Mirra, romlis SemadgenlobaSi

42 procenti gadamuSavebuli masala Sedis da TviT skami 96

procentiT gadamuSavebadia.

kompaniebi unda Seecadon,raTa yvela TavianTi produqti ssaassuurrvveell produqtad

gardaqmnan. mimzidveli produqtis plusi isaa, rom igi Zalian kargad iyideba,

magram SesaZloa, sabolood, momxmareblisaTvis saziano aRmoCndes. aqedan

gamomdinare, sasurvelia, mimzidvel produqts daematos sasargeblo produqtis

Tvisebebi, mimzidveli Tvisebebis Semcirebis gareSe; xolo, sasargeblo pro-

duqts daematos zogierTi mimzidveli Tviseba, raTa ufro sasurveli gaxdes

momxmareblisaTvis.


mmiimmzziiddvveellii pprroodduuqq--

ttii ((Pleasing products)produqti, romelic

klientebs wamier

siamovnebas aniWebs,

magram, garkveuli

drois Semdeg, SeiZ-

leba saziano

aRmoCndes.

ssaassaarrggeebblloo pprroodduuqq--

ttii ((Salutary products)produqti, romelic

klients naklebad

izidavs, magram, gar-

kveuli drois Sem-

deg, SeiZleba misT-

vis sasargeblo

aRmoCndes.

ssaassuurrvveellii pprroodduuqqttii

((Desirable products)produqti, romelic

iZleva rogorc

myisier kmayofile-

bas, ise grZelvadian

sargebels.


produqciis socioe-

Tikuri klasifika-

cia


rodesac gesmiT termini _ socialu-

rad pasuxismgebeli biznesi, SesaZloa

sul ramdenime kompania gagaxsendeT

(da maTi damfuZneblebi), maT Soris ki

Ben & Jerry’s Homemade-i (anu ben koenisada jeri grinfildis kustaruli

produqcia) da Body Shop International-i(anita roliki). am so-cialurma revo-

lucionerebma pirve-lebma axsnes e.w

`mzrunveli kapita-lizmis~ anu `fa-

seulobis momtani biznesis~ koncef-

cia. maTi misia aseTia: gamoiyeneT

biznesi samyaros gasaumjobeseblad.

ben koenma da jeri grinfildma

Ben & Jerry’s Homemade-i, 1978 wels, Ca-

moayalibes, rogorc socialur da ga-

remos dacvis pasuxismgeblobaze

mzrunveli kompania. igi mxolod iseT

rZesa da naRebs yidulobda, romle-

bic ar Seicavdnen hormonebs, nayinis

dasamzadeblad ki iyenebda mxolod

organul (qimikatebis gareSe) kakalsa

da xils. nayini iyideboda konteine-

rebiT, romlebic ar abin-Zurebdnen

garemos. kompania yvelanairad cdi-

lobda, produqcia mosaxleobis umci-

resobis warmomadgenlebisa da nakle-

bad warmatebuli momwodeblebisgan

SeeZina. igi, mizanmimarTulad, wlebis

ganmavlobaSi, atarebda specialur

RonisZiebebs _ Rainforest Crunch-iT(tropikuli tyis gaCanagebis sawi-

naaRmdego aqcia) dawyebuli da OneSweet Whirled Flavors-is (,,erTi Tavbru-

damxvevi aromati’’) saxelwodebis mqo-

ne aqciiT damTavrebuli, riTac so-

cialur da garemos dacvis procesebs

uWerda mxars. `bav-Svebisa da ojaxe-

bis, warumatebeli jgufebisa da gare-

mos dacvis problemebis Semoqmedebi-

Tad gadaWrasTan dakavSirebuli saq-

velmoqmedo proeqtebis~ mxardasaWe-

rad, Ben & Jerry-m gadasaxadebis dafar-vamde miRebuli Semosavlebis 7.5 pro-

centi gaiRo, rac metad STambeWdavi

gaxldaT. 1990-ian wlebSi, Ben & Jerrynayinis rigiT meore moduri brendi

gaxda.

anita rodikma, 1976 wels, The BodyShop-i Semdegi misiiT gaxsna: `mivuZ-

RvnaT Cveni biznesi garemosa da so-

cialuri cvlilebebisaken miswrafe-

bas.~ kompaniam awarmoa bunebriv in-

gredientebze damzadebuli kosmeti-

ka, mimzidveli da, amavdroulad, advi-

lad gadasamuSavebeli SefuTviT, rom-

lis relaizaciac sacalo vaWrobis

meSveobiT moaxdina. produqcia cxo-

velTa testirebis gareSe damzadda,

maTi nedleuliT momarageba ki, ume-

teswilad, ganviTarebadma qveynebma

uzrunvelyves. anita rodiki gaxda

xmauriani qomagi devizisa _ ,,miswra-

feba da Semdeg mogeba.’’ misi Body Shop-i,axla, 47 qveyanis 1,850 ma-RaziaSi moq-

medebs da, yovelwliurad, mogebis

procents, qvelmoqmedebis saxiT, ga-

dascems cxovelTa uflebebis dacvis

jgufebs, usaxlkaroTa TavSesafrebs,

Amnesty International-s (saerTaSoriso am-

nistiis organizacias), tropikuli

tyeebis dacvis momxreebsa da sxva

socialuri sakiTxebis qomagebs.

orTave kompaniam 1970-iani wleebis

damdegs daiwyo operireba. 1980-ian da

1990-ian wlebSi, isini swrafad da

Seupovrad izrdebodnen. Tumca, kon-

kurentebma, romlebic ver SeaCera

maTma misiam _ ,,miswrafeba da Semdeg

mogeba’’, maTi warmateba SeaCeres. bo-

lo wlebSi, kompaniebi SeZlebisdag-

varad ibrZodnen. 2000 wels,Ben & Jerry-isakvebi produqtis mwarmoebelma gi-

gantma Unilever-ma Seisyida; anita ro-dikma ki The Body Shop-is sadaveebi,sabolood, bizneswarmoebis mcodne

da qmediT gunds gadasca, sadac

Tavad konsultantis rolSi darCa.

ra daemarTaT mzrunveli kapita-

lizmis amaRlebuli idealebis Sem-

qmnelebs? erTi SexedviT, orive kompa-

nia socialur sakiTxebze iyo kon-

centrirebuli, rasac biznesis myari

menejmentis xarjze akeTebda. sinam-

dvileSi, arc ben koensa da arc ani-

ta rodiks ar surdaT, realuri biz-

nesmenebi gamxdariyvnen. erT-erTi

analitikosis TqmiT, koenma da rodikma

`biznesmenoba samxedro-samrewvelo

kompleqsisa da mogebis iaraRad dai-

naxes da binZur sityvad aRiqves’’. er-

Txel koenma aRniSna: `rodesac dadga

dro, rom me unda ganmecxadebina Cemi

biznesmenobis Sesaxeb, am sityvebis

warmoTqma Zalian gamiWirda.’’ mas ro-

dikic eTanxmeba Semdegi gancxadebiT:

`bevr Cvengans SeaSfoTebda is azri,

rom, odesme, Cven SeiZleba korporaci-

uli inglisisa Tu amerikis nawili

ssoocciiaalluurraadd ppaassuuxxiissmmggeebbeellii mmaarrkkeettiinnggii:: mmoovveemmssaaxxuurrooTT

ffaasseeuulloobbiissaa ddaa mmooggeebbiiss oorrmmaagg qqvveeddaa nniiSSnnuullss

16.3

socialuri marketingi: dRes, aqtiuri mewarmeebi sulac ar arian Tavga-

dadebuli socialuri aqtivistebi, visac kapitalizmi sZulT, aramed

arian biznesSi kargad momzadebuli menejerebi da kompaniis mSeneble-

bi saqmisadmi dauokebeli ltolviT.


gagrZeleba ix. gv. 578


gavmxdariyaviT. CemTvis didi biznesi

ucxo iyo. me yovelTvis mainteresebda

iseTi kompaniebis xelmZRvaneloba,

romlebic biznesis warmoebis wesebs

daarRvevdnen. es iqneboda ara finan-

suri an sacalo vaWrobis mecniereba,

aramed, sakomunikacio kompaniebad Ca-

moyalibeba.~ erTi mWevrmetyveli kri-

tikosi acxadebs: ar aris advili,

gqondes faseulobisa da mogebis

,,ormagi qveda niSnuli’’. Ben & Jerry-smsoflio problemebis gadawyveta na-

yiniT surs. isini amas faseulobis

momtan bizness uwodeben. me ki amas

qaoss vuwodeb. biznesis warmoeba Za-

lian rTulia. rodesac momxmarebel-

Ta momsaxurebas, mogebis miRebasa da

aqcionerTa winaSe valdebulebebis

Sesrulebas socialur miznebsac ama-

tebT, Tqven dabrkolebebs waawydebiT.”

darwmunebiT SeiZleba iTqvas, rom

mxolod kargi ganzraxvebi bankebi-

saTvis arafris mTqmelia.

1980 wels, revolucionerebis ga-

mocdilebam socialurad pasuxismge-

bel biznesebs mZime gakveTili Cautara.

amis Sedegia, rom asparezze gamoCnda

aqtiuri mrewvelebis (entrepreneurs) axa-

li Taoba, romlis warmomadgenlebic

ar arian Tavgadadebuli socialuri

aqtivistebi, visac kapitalizmi sZulT.

isini arian biznesSi kargad momzade-

buli menejerebi da kompaniis mSeneb-

lebi saqmisadmi dauokebeli ltol-

viT. ganvixiloT ramdenime magaliTi:

■ rasac Tqven yidiT, mniSvnelova-

nia: socialurad pasuxismgebeli

unda iyos ara mxolod misia, ara-

med produqti da servisic. amitom

Honest Tea-s (patiosani Cai) biznesi

axdens odnav damtkbari civi Caisa

da biologiurad bolomde daSladi

erTjeradi Cais paketebis reali-

zacias. Worldwise Inc.-i gvT-vazobs

bizneswinadadebebs baRis, saxlisa

da Sinauri cxovelebisaTvis gan-

kuTvnil produqciaze, romlebic

miRebulia mxolod organuli an

xelaxla gadamuSavebadi nivTiere-

bebis gamoyenebiT. Sustainable HarvestInc.-i (mdgradi mosavlis kompania)

yidis CrdilSi moyvanil organul

yavas da am produqciis momyvanebs

Sesyidvebze aZlevs garantiebs.

kompania CitySoft-i xels uwyobs Web-is ganviTrebas urbanul (qalaqis

tipis dasaxleba) mosaxleobaSi.

Wild Planet Toys-i ki araseqsualur,

araagresiul saTamaSoebs awar-

moebs. Village Real Estate Services (sof-lis uZravi qonebis momsaxureba)

cdilobs, gamoacocxlos adgilo-

brivi sazogadoeba da Semogareni.

■ iamayeT, rom bizness awarmoebT:

1980-iani wlebis revolucionerebi-

sagan gansxvavebiT, axali damfuZ-

neblebi biznesmenebi arian; isini

pativs scemen solidur biznesga-

naTlebas da amayoben amiT. HonestTea-is damfuZnebelma se goldmanma

Yale-is menejmentis skolaSi, stu-

dentobis dros, biznesgegmebis Se-

jibrebaSi gaimarj-va; xolo mog-

vianebiT, daaarsa kompania Tavis

erT-erT profe-sorTan erTad. WildPlanet-is generaluri direqtori

daniel grosmani Stanford-is biznes-skolis magistris (MBA) xarisxs

flobs. kompania Sustainable Harvest-ismwarmoebeli devid grisvoldi ki

biznes-skolis kursdamTavrebulebs

qiraobs, radganac mas sjera, rom

warmateba `konkurenciasa da biz-

neswesebs emyareba da kargi saqmee-

bic marto ar keTdeba~.

■ CamoayalibeT mtkice valdebulebe-

bi, raTa raime SecvaloT: koenma

da grinfildma nayinis warmoeba

Tavis gasatanad daiwyes. anita ro-

diki ki, sanam pirvel maRazias gax-

snida, inglisSi patara sastumros

flobda. maTgan gansxvavebiT, Ta-

namedrove, socialurad moazrovne

mewarmeebis Camoyalibeba Rirebu-

lebebis Seqmnaze dafuZnebuli maTi

xangrZlivi biznes-saqmianobis Se-

degia. magaliTad, Wild Planet-is gen-eraluri direqtori daniel gros-

mani SeerTebul StatebSi, rva wlis

ganmavlobaSi, ,,sagareo servisis

uwyebaSi’’ msaxurobda. devid gris-

voldma ki daafuZna da aamoqmeda

kompania Aztec Harvest-i, romelic ya-

vis mwarmoebe-li meqsikeli ferme-

rebisaTvis gayidvebsa da sxva mar-

ketingul saqmianobas eweoda.

CitySoft-is generaluri direqtori

nik glisoni, ouklendsa da kali-

forniaSi, adgilobrivi saTemo da

muSaTa jgufebis organizatori

iyo. man qalaqis ganviTarebis sa-

kuTari kompania Camoayaliba, rome-

lic arakomerciul da samTavrobo

organizaciebs, fondebsa da adgi-

lobriv saskolo dawesebulebebs

emsaxureba.

■ fokusireba moaxdineT ormag qve-

da niSnulze:: socialuri sakiTxebis

gaTvaliswinebaze orientirebuli

dRevandeli mrewvelebi Tavs uZRv-

nian rogorc sicocxlisunariani,

momgebiani biznesis Camoyalibebas,

aseve socialuri misiis formire-

basac. Worldwise-is generaluri di-

reqtori aron lamsteini acxadebs:

`Tqven ver moipovebT warmatebas,

Tu ar SeasrulebT orive misias.”

lamsteinis strategia kompaniis

amuSavebisa da aRmavlobisaTvis

agebuli iyo garemos dacvis pasu-

xismgeblobis gaTvaliswinebiT

produqciis warmoebis principebze,

rac zemoT naxsenebi e.w. ,,ormagi

qveda niSnulis’’ Sesabamisi azrov-

nebis gamoxatulebaa. ,,Cveni saer-

To warmodgena garemosadmi pasux-

ismgebel produqciaze ormagi sa-

fuZvlis mqone azrovnebas gamoxa-

tavs. Cveni saerTo warmodgena ase-

Tia: produqcia unda iyos sxva

produqtis donis an ukeTesi; igi

unda gamoiyurebodes iseve kargad,

rogorc sxva produqti an ukeT;

misi Rirebuleba unda iyos igive

an naklebi da, amave dros, igi unda

iyos garemosaTvis ukeTesi~, _

ambobs lamsteini. HHonest Tea”-sdamfuZnebeli goldmani am azrs

eTanxmeba: `socialurad pasuxis-

mgebeli biznesis warmoebis sur-

vili ar gamodgeba cudi biznes-

gadawyvetilebebis gasamarTleblad.

Tu Cven dabal mogebas davTanxmde-

bodiT, es socialurad pasuxismge-

beli biznesis araswori warmoeba

iqneba,radganac investorebis TvalSi

arakonkurenturianebi an naklebad

mimzidvelebi gamovCndebiT’’

■ daiviwyeT reklamireba: socialu-

rad pasuxismgebeli kompaniebisaT-

vis es ar aris marketingi da imi-

ji. isini Tavis karg saqmeebs

uxmaurod, wynarad unda akeTebd-

nen. soflis uZravi qonebis servi-

si (Village Real Estate Sorvice) gansa-

kuTrebul yuradRebas uTmobs

marketings da ara kompaniis sof-

lis fondis reklamirebas, rome-

lic gamoyofs Tanxebs soflis Se-

mogarenis gamosacocxeblad. HonestTea, Tavisi First Nation Tea-saTvis (pir-

veli erovnuli Cai), pitnis foT-

lebs kompania Herbal Tea-sagan (mce-nareuli Cai) iRebs _ patara kom-

paniisagan, romelic ekuTvnis qa-

lebs indielTa rezervaciaSi, mon-

tanis StatSi. goldmeni acxadebs:

`rodesac pitniani Cai pirvelad

gamovitaneT gasayidad, mis iarliy-

ze ar iyo aRniSnuli,rom Semosavlebs

indielebis adgilob-rivi Crow-s

mcxovreblebTan vi-yofdiT. Cven

ar gvindoda, xalxs efiqra, rom am

SemoTavazebis miR-ma faruli

xriki imaleboda.~

isRa dagvrCenia, davinaxoT, Tu ro-

gor ikvleven gzas socialuri pasux-

ismgeblobis mqone es kompaniebi. bev-

ri maTgani xuTi wlisaa, maTi reali-

zacia ki, ukve, ori mlioni dolaridan

10 milion dolaramde gaizarda. maTgan

gansxvavebiT, Ben & Jerry, adrindel 350

miliondolarian maCvenebelTan Seda-

rebiT, 150 milioni dolaris realiza-

cias axdens. xolo, Body Shop-is maRa-ziebSi, gasul wels, salaros apara-

ratebma 1 miliardi dolaris reali-

zacia aCvenes. amgvarad, jerjerobiT,

cxadia, rom socialuri pasuxismgeb-

loba momdinareobs ara damfuZneb-

lebisa da kompaniebisgan, aramed maTi

misiidan.

wwyyaarrooeebbii:: Portions adapted from Thea Singer, “CanBusiness Still Save the World?” Inc., April 30, 2001, pp.58–71. Other information from Harriot Marsh, “Has theBody Shop Lost Its Direction for Good?” Marketing, May10, 2001, p. 19; Mike Hoffman, “Ben Cohen: Ben & Jerry’sHomemade, Established in 1978,” Inc., April 30, 2001,p. 68; Sarah Ellison, “Body Shop Hopes for New Imagewith an Omnilife Deal—Possible Takeover Could SpruceUp Brand That Has Lost Its Appeal over the Years,” WallStreet Journal, June 8, 2001, p. B4; Sarah Ellison, “BodyShop’s Two Founders to Step Aside; Sale Talks End,” WallStreet Journal, February 13, 2002, p. A15; Renee Volpini,“Fight Global Warming with Ice Cream, Music andActivism,” Ben & Jerry’s press release, April 2, 2002,accessed online at http://lib.benjerry.com/pressrel/press040202osw.html; and “Anita Roddick,” Director, June2003, p. 60.


mmaarrkkeettiinngguullii eeTTiikkaa

keTilsindisieri marketologebi moraluri saxis bevr dilemas awydebian. is,

Tu romeli qmedebaa saukeTeso, xSirad gaugebaria. imis gamo,rom zogierT mene-

jers ara aqvs saTanado moraluri privcipebi, kompaniebi kkoorrppoorraacciiuullii mmaarr--

kkeettiinngguullii eeTTiikkiiss politikis ganviTarebas saWiroeben. es aris wesebi, romleb-

sac mTelma organizaciam unda misdios. am politikurma kursma unda moicvas

distributorTa urTierTobebi,sareklamo standartebi, myidvelTa momsaxureba,

faswarmoqmna, produqciis ganviTareba da eTikis zogadi standartebi.

saukeTeso wesebsac ki ar SeuZliaT yvela im rTuli eTikuri situaciidan

gamoyvana, romlebSic marketologi SeiZleba aRmoCndes. cxrilSi 16.1 CamoT-

vlilia zogierTi rTuli eTikuri situacia, romlebsac marketologebi Ta-

vianTi karieris ganmavlobaSi SeiZleba waawydnen. Tu yvela am SemTxvevaSi mar-

ketologebi swrafi gayidvisaTvis saWiro moqmedebebs airCeven, maTi

marketinguli qceva SesaZloa aramoralurad Sefasdes, ufro metic, amoralu-

rad. Tu am moqmedebebidan romelimes Sesrulebaze ityvian uars, isini araefeq-

turni iqnebian. menejerebi saWiroeben principebis wyebas, romelic daexmareba

maT TiToeuli situaciis moraluri mniSvnelobis ganxilvasa da imis gadaw-

yvetaSi, Tu sadamde SeiZleba mividnen isini sufTa sindisiT.

magram,romeli principiT unda uxelmZRvanelon kompaniebma da marketingis

menejerebma, rodesac saqme moralur da socialur pasuxismgeblobebs exeba.

eerrTT--eerrTTii ffiilloossooffiiiiss mixedviT, aseT sakiTxebs Tavisufali bazari da

samarTlebrivi sistema wyvets. am principiT, kompaniebi da maTi menejerebi ar

arian pasuxismgebelni moraluri gadawyvetilebebis miRebaze. kompaniebs,

romelnic keTilsindisierni arian, yvelafris gakeTeba SeuZliaT, ris

saSualebasac xsenebuli sistema aZlevs.

mmeeoorree ffiilloossooffiiaa pasuxismgeblobas akisrebs ara sistemas, aramed

gaTviTcnobierebul kompaniebsa da menejerebs. es ufro metad informirebuli

filosofia gulisxmobs, rom kompanias unda gaaCndes `socialuri sindisi”.

kompaniebi da menejerebi, korporaciuli gadawyvetilebebis miiRebisas, unda

xelmZRvanelobdnen maRali standartebis eTikiTa da moraliT, miuxedavad

imisa, Tu ,,ris saSualebas gvaZlevs sistema’’. istoriam Semogvinaxa kompaniis

qmedebaTa uamravi magaliTi, romlebic kanonieri, magram Zalze upasuxismgeblo

iyo. ganvixiloT erT-erTi maTgani:

,,,,ssuuffTTaa ssaakkvveebbii pprroodduuqqttiissaa ddaa wwaammlleebbiiss kkaannoonniiss’’’’ SemoRebamde,

dieturi abebis reklama gvpirdeboda, rom adamians, romelic am abebiT

isargeblebda, SeeZlo eWama yvelaferi nebismier dros da, miuxedavad

amisa, wonaSi daeklo. daujerebelia ara? magram yovelive es sakmaod

damajerebli iyo. rogorc aRmoCnda, e.w. `dieturi danamati” soli-

teris Wia gaxldaT. Wiebi saWmlis momnelebel organoebSi ganviTar-

debodnen da amisTvis, rasakvirvelia, kargi pirobebic eqnebodaT,

wamlis mimRebi ki, sabolood, sikvdils Caxedavda TvalebSi.

SSeerrwwyymmaakkoonncceeffcciieebbiiss

SeisveneT. moiniSneT es gverdi da daubrundiT pirveli Tavis socioeTi-

kuri marketingis koncefcias

■ rogor Seesabameba suraTi 1.4 am TavSi ganxilul gacnobierebul

marketings?

■ gamoiyeneT xuTi principi, raTa Tavi mouyaroT kompaniis moqmede-

bebs, romlebic, Tqveni azriT, socialurad pasuxismgebel marketings

gansazRvravs (Tu ver moifiqreT,gamoiyeneT Jonson & Jonson-is an rome-lime sxva kompaniis magaliTi, romelic ganxilul iqna qveTavSi:

marketingi muSaobis procesSi 16.3).

■ gamoiyeneT gacnobierebuli marketingis principebi, raTa gansazRv-

roT kompaniis moqmedebebi, romlebic, Tqveni azriT, naklebad See-

sabameba socialurad pasuxismgebel marketings.

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii


TiToeulma kompaniam da marketingis menejerma unda SeimuSaos socialuri

pasuxismgeblobisa da eTikuri qcevis filosofia. socioeTikuri marketingis

koncefciis Tanaxmad, TiToeulma menejerma unda ganixilos, Tu ra aris kanon-

ieri, nebadarTuli da ganaviTaros standartebi, romlebic efuZneba pirad

patiosnebas, sindissa da momxmareblis xangrZliv keTildReobas. naTeli da

pasuxismgebeli filosofia kompanias daexmareba iseTi Zneli problemebis

mogvarebaSic, rogoric, cota xnis win, 3M-s Seeqmna.

1997 wels, sisxlis gamokvlevis axali Zlieri teqnologia dain-

erga, romelmac daadastura arsebuli Sedegebi. kerZod, umniSvnelo

raodenoba qimiuri nivTierebisa, romelsac 3M, TiTqmis, 40 wlis

ganmavlobaSi awarmoebda, mTeli qveynis masStabiT gamokvleuli

mosaxleobis sisxlis analizebSi iqna aRmoCenili. im SemTxvevaSi, Tu

es dadasturdeboda, TiTqmis yvela amerikeli SesaZloa qimiuri

nivTierebis, e.w. Perfuorooctane sulfatis (PFOS), mcire raodenobis

ccxxrriillii 1166..11 moralurad rTuli situaciebi marketingSi

1. Tqven sigaretis kompaniaSi muSaobT. ukanaskneli wlebis ganmavlobaSi gamarTuli

sazogadoebrivi debatebi imis Taobaze, rom moweva da simsivne ganuyofelia, TqvenSi

eWvs aRar iwvevs. ras moimoqmedebT?

2. Tqveni kvlevisa da ganviTarebis departamentma odnav Secvala Tqveni erT-erTi pro-

duqti. realurad, igi sulac ar aris àxali da gaumjobesebuli", Tumca, Tqven kar-

gad iciT, rom SefuTvaze da reklamaze aseTi ganacxadis ganTavseba gayidvebs gaz-

rdis. ras moimoqmedebT?

3. Tqven gTxoves, rom Tqveni produqciis seriisaTvis dagematebinaT gaiafebuli mode-

li, romlis gamoyeneba SesaZlebelia maRaziaSi momxmareblis mosazidad. produqti

ar iqneba Zalian kargi, magram maRaziis gamyidvelebs amiT saSualeba miecemaT, mozi-

duli myidvelis yuradReba gadaitanon sxva, ufro maRalfasian produqtze. Tqven

gTxoves, rom gaiafebul modelze migecaT Tanxmoba. ras moimoqmedebT?

4. Tqven fiqrobT, samuSaod aiyvanoT produqtis menejeri, romelmac, axlaxan, konkurenti

kompania datova. igi, didi siamovnebiT, gagiziarebT konkurenti kompaniis gegmebs

momavali wlisaTvis. ras moimoqmedebT?

5. axlxan, Tqveni mniSvnelovani teritoriis erT-erT wamyvan dilers ojaxuri proble-

mebi Seeqmna da misi gayidvebi Cavarda. rogorc Cans, misi saojaxo problemebi male

gadawydeba. amavdroulad, Tqven Zalian bevr gayidvas kargavT. kanonis Tanaxmad, Tqven

SegiZliaT dileris frenCaizis Sewyveta da misi Canacvleba. ras moimoqmedebT?

6. Tqven gaqvT Sansi, moigoT SekveTa didi raodenobis produqciis gayidvaze, rasac

TqvenTvis da Tqveni kompaniisaTvis sakmaod did mniSvneloba eqneba. Sesyidvis agen-

tma miganiSnaT, rom `saCuqari" gavlenas moaxdens gadawyvetilebaze. Tqveni asistenti

girCevT,rom myidvelis saxlSi gaagzavnoT kargi,feradi televizori. ras moimoqmedebT?

7. Tqven SeityveT, rom Tqvenma konkurentma axali produqti Seqmna, rome-lic gayidvebs

sagrZnoblad Secvlis. konkurenti am siaxlis wardgenas kerZo sadilero Sexvedris

yovelwliur savaWro Cvenebaze apirebs. TqvenTvis sakmaod advilia am Sexvedraze

jaSuSis gagzavna da am siax-lis Sesaxeb informaciis mopoveba. ras moimoqmedebT?

8. Tqveni saagentos mier SerCeuli sami reklamidan erT-erTi unda amoirCioT. pirveli

(a) aris msubuqi saxis, wminda informaciis pirdapir gadamcemi kampania. meore (b) iye-

nebs seqsualuri emociebiT datvirTul efeqtebs da azviadebs produqciis sarge-

bels. mesame (g) warmoadgens xmaurian, gamaRizianebel komerciul reklamas, romelic

aucileblad miipyrobs sazogadoebis yuradRebas. winaswarma testirebam cxadyo,

rom kampaniis efeqturoba Semdegi TanmimdevrobiT iqneba ganpirobebuli: g, b, a. ras

moimoqmedebT?

9. realizatoris vakansiaze Tqven kvalificiur qalbatons unda gaesaubroT. igi bev-

rad ufro kvalificiuria, vidre axlaxan gamokiTxuli mamakaci. miuxedavad amisa,

iciT, rom Tqveni zogierTi mniSvnelovani momxmarebeli upiratesobas mamakacTan

urTierTobas aniWebs da am qalbatonis daqiravebis SemTxvevaSi gayidvebis garkveul

nawils dakargavT. ras moimoqmedebT?


potenciuri matarebeli yofiliyo. miuxedavad konkretuli pasuxisa,

rom mosaxleobisaTvis araviTari safrTxe ar arsebobda, kompaniam

mkacri gadawyvetileba miiRo: 2000 wlis Sua periodSi, kanonis

zegavlenis gareSe, 3M-ma gadawyvita, PFOS-is Semcveli produqtebi da

msgavsi qimiuri nivTierebebi warmoebidan amoeRo, maT Soris qsovilis

damcveli popularuli saSualeba Scotchgard-i. am gadawyvetilebis

miReba ar iyo ioli. imis gamo, rom ar arsebobda Semcvleli qimiuri

nivTiereba, yovelwliurma zaralma 500 milion dolars miaRwia. 3M-isamgvarma nebayoflobiTma moqmedebam kanonmdeblebisgan qeba daim-

saxura. `3M-ma daimsaxura didi ndoba problemis identificirebisa da

winsvlisaTvis”, – ambobs garemos dacvis saagentos administratori.

`man adamianis organizmi daicva, – dasZens erT-erTi samTavrobo orga-

nizaciis mecnieri, – faqtia, rom kompaniebis umravlesoba am

nivTierebas uaryofs. Cven, aTwleulebis ganmavlobaSi, gagvaCnda argu-

mentebi imaze, iyo Tu ara es qimiuri nivTiereba namdvilad toqsikuri.”

Tumca, 3M-saTvis gadawyvetilebis miReba rTuli ar aRmoCnda – es iyo

ubralod is, rac unda gakeTebuliyo.

iseve, rogorc garemos damcvelTa moZraoba, saerTaSoriso marketo-

logTaTvis metad mniSvnelovania eTikis sakiTxebic. biznes-standartebi yvela

qveyanaSi gansxvavebulia. magaliTad, aSS-is firmebSi qrTami da Kickback-i(misaRebi Tanxis nawilis datoveba) miuRebeli da arakanonieria; samxreT

amerikis qveynebSi ki es Cveulebrivi movlenaa. erT-erTma bolo gamokvlevam

gviCvena, rom sxvadasxva qveynis kompaniebi qrTams, umetes wilad, maSin

mimarTaven, rodesac axlad warmoSobili bazrebis mqone qveynebTan aformeben

kontraqts. yvelaze xSirad, qrTamis faqtebi ruseTsa da CineTSi fiqsideba. es

qveynebi taivanTan da samxreT koreasTan TanamSromloben. korufcia

Cveulebrivi movlenaa indoeTSi, pakistansa da bangladeSSi; yvelaze naklebad

korumpirebul saxelmwifoTa ricxvSi ki Sedis avstralia, SvedeTi, Sveicaria,

avstria da kanada. Cndeba SekiTxva: unda Seamciros Tu ara kompaniam eTikis

standartebi, raTa efeqturi konkurencia gauwios dabali standartebis mqone

qveyanas. erT-erTi gamokvlevisas, es SekiTxva didi saerTaSoriso kompaniebis

aRmasrulebel direqtorebs dausves. pasuxi erTsulovani ara iyo.

kompaniis aqciebis yvela mflobelisaTvis – myidvelebisaTvis,

mimwodeblebisaTvis, momsaxure personalisa da sazogadoebriobisaTvis –

mniSvnelovania msoflioSi erTgvarovani standartebisa da wesebis

damkvidrebisadmi Tanmimdevruli da sapasuxismgeblo damokidebuleba.

magaliTad, jon henkokis Mutual Life Insurance Company warmatebulad muSaobs

samxreT-aRmosavleT aziaSi, teritoriaze, sadac, dasavleTis standartebis

mixedviT, saqme biznesisa da mTavrobis saqmianobis metad saeWvo midgomebTan

gvaqvs. miuxedavad adgilobrivi warmomadgenlebis gafrTxilebisa, warmatebis

misaRwevad wesebidan gadaxvevis aucileblobaze, kompaniam mkacri

saxelmZRvanelo standartebi Seqmna. ,,Cven xalxs vuTxariT, rom am qveynebSi

mivmarTavdiT iseTsave eTikur standartebs, procedurebsa da politikas,

rogoric aSS-Si gvaqvs. Cven vigrZeniT, rom zogierTi iq arsebuli procedura,

magaliTad, kompensaciebi, ar iyo swori da Tu biznesis warmoeba am gziT mogvi-

wevda, maSin umjobesi iqneboda, saerTod uari gveTqva masze”, – ambobs kompaniis

xelmZRvaneli Stefan brauni. kompaniis TanamSromlebi mSvenivrad grZnoben

Tavs eTikis damkvidrebuli normebis farglebSi. `SesaZloa arsebobs qveynebi,

sadac araeTikurad unda moiqce. Cven jer aseTi qveyana ar gvipovia da Tu

vipoviT, iq biznesis warmoebaze uars vityviT”, – ambobs brauni.

bevrma industriulma da profesiulma asociaciam SemogvTavaza eTikis

normebi, bevri kompania ki sakuTar kodeqsebs axla wers. magaliTad, ,,,,aammeerriikkiiss

mmaarrkkeettiinnggiiss aassoocciiaacciiaamm’’’’ – marketingis menejerebisa da swavlebis

saerTaSoriso asociaciam – Seqmna eTikis normebi, romlebic naCvenebia

cxrilSi 16.2. kompaniebi, aseve, aviTareben programebs, raTa gaacnon menejerebs

eTikasTan dakavSirebuli mniSvnelovani sakiTxebi da maT swori pasuxebis

povnaSi daexmaron. isini atareben seminarebsa da simpoziumebs, qmnian eTikis

komitetebs. ufro metic, bevrma amerikulma kompaniam daawesa Tanamdeboba –

maRali rangis eTikis oficeri, romelsac evaleba eTikasTan dakavSirebuli


ccxxrriillii 1166..22 amerikis marketingis asociaciis eTikis normebi

amerikis marketingis asociaciis wevrebi valdebulebas iReben eTikuri da profesionaluri kuTxiT. isini erTian-

debian da xelmoweriT adastureben qvemoT mocemul eTikis normebs, romlebic moicavs Semdeg sakiTxebs:

mmaarrkkeettoollooggiiss ppaassuuxxiissmmggeebblloobbeebbii::

marketologebi pasuxismgebelni unda iyvnen TavianTi saqmianobis Sedegebze da yvela Rone ixmaron, raTa darw-

mundnen, rom maTi gadawyvetilebebi, rekomendaciebi da qmedebebi miznad isaxavs sazogadoebis nebismieri warmo-

madgenlis _ momxmareblis, organizaciisa Tu farTo sazogadoebis _ moTxovnilebebis identificirebas, momsaxu-

rebasa da dakmayofilebas.

mmaarrkkeettoollooggii pprrooffeessiiuull ssaaqqmmiiaannoobbaaSSii uunnddaa xxeellmmZZRRvvaanneelloobbddeess::

1. profesiuli eTikis fundamenturi wesiT: arasdros miayenoT ziani ganzrax;

2. daemorCilos yvela Sesabamis kanonsa da wesdebas;

3. zustad warmoadginos Tavisi ganaTleba, treiningiT miRebuli unar-Cvevebi da gamocdileba;

4. aqtiurad dauWiros mxari eTikis normebs, moaxdinos maTi stimulireba da misdios maT praqtikul saqmianobaSi.

ppaattiioossnneebbaa ddaa ssaammaarrTTlliiaannoobbaa

marketologebma unda SeZlon TavianTi profesiis erTianobis, patiosnebisa da Rirsebis mxardaWera da ganzo-

gadeba, risTvisac:

1. pirnaTlad unda moemsaxuron momxmareblebs, klientebs, TanamSromlebs, distributorebs, momwodeblebsa da

sazogadoebas;

2. ar unda miiRon gaucnobiereblad monawileoba interesebis konfliqtSi, yvela monawile mxaresadmi winaswari

SeniSvnebis micemis gareSe;

3. marketinguli momsaxurebisaTvis daaweson samarTliani fasebis CamonaTvali, maT Soris, fulis gadaxdiT an

Cveulebrivi da/an legaluri (iuridiuli) kompensaciis miRebiT.

mmaarrkkeettiinngguullii ggaaccvvlliiTTii pprroocceessiiss mmoonnaawwiillee mmxxaarreeeebbiiss uufflleebbeebbii ddaa mmoovvaalleeoobbeebbii::

marketinguli gacvliTi procesis monawileebma unda gaacnobieron, rom:

1. SeTavazebuli produqcia da momsaxureba aris usafrTxo da Seefereba misTvis gankuTvnil samomxmareblo

miznebs.

2. SemoTavazebuli produqciisa da momsaxurebis Sesaxeb gavrcelebuli informacia ar aris yalbi.

3. yvela mxare movalea, pirnaTlad Seasrulos sakuTari finansuri Tu sxva valdebulebebi.

4. arsebobs Sesabamisi Siga meTodebi samarTliani regulirebis da/an mdgomareobis gamosworebisa, yidvasTan

dakavSirebuli ukmayofilebis SemTxvevaSi.

qqvveemmooTT CCaammooTTvvlliillii SSeeiiZZlleebbaa mmooiiccaavvddeess,, mmaaggrraamm aarr SSeemmooiiffaarrgglleebbooddeess mmaarrkkeettoollooggiiss SSeemmddeeggii ppaassuuxxiissmmggeebblloobbeebbiiTT::

produqciis ganviTarebisa da marTvis sferoSi,

■ ganacxados yvela arsebuli riskis Sesaxeb,rac produqciis an momsaxurebis gamoyenebasTan aris dakavSirebuli;

■ gansazRvros produqciis nebismieri komponentis Canacvleba, ramac SesaZloa Secvalos produqti materialurad

an misi gavlena myidvelis mxridan yidvis gadawyvetilebaze;

■ gansazRvros zedmeti fasnamatis maxasiaTeblebi;

stimulirebis sferoSi,

■ Tavidan aicilos cru an SecdomaSi Semyvani reklamireba;

■ gayidvebisas, uari Tqvas maRali zewoliT manipulirebasa da SecdomaSi Semyvan taqtikaze;

■ Tavidan aicilos gayidvebis imgvari stimulireba, romelic manipulirebasa da TaRliTobas gulisxmobs;

distribuciis sferoSi,■ ar isargeblos produqciis xelmisawvdomobis manipulirebiT, misi eqspluataciis mizniT;

■ marTos marketinguli arxebi iZulebis gareSe;

■ ar moaxdinos gadametebuli zegavlena gadamyidvelis arCevanze, marTos produqcia.

faswarmoqmnis sferoSi,

■ ar iyos dainteresebuli fasis fiqsirebiT;

■ ar daawesos zedmetad maRali (mtacebluri) fasebi;

■ nebismieri Sesyidvisas daawesos sruli fasi.

marketinguli kvlevis sferoSi,

■ akrZalos gayidvebi an fondebis mozidva kvlevis Catarebis niRabqveS;

■ araswori warmodgenis Seqmnis an Sesaferisi kvlevis monacemebis gamotovebis Tavidan acilebiT, SeinarCunos

kvlevis integrirebuloba;

■ Camoayalibos gare momwodeblebTan da klientebTan samarTliani urTierTobebi.


sakiTxebis ganxilva, problemebis gadaWra da im sakiTxebis mogvareba, rom-

lebic TanamSromlebs exebaT.

amis TvalsaCino magaliTia PricewaterhouseCoopers-i (PwC). 1996 wels, PwC-maSeqmna eTikis ofisi da dawvrilebiTi programa, romelsac maRali rangis

eTikis mTavari oficeri xelmZRvanelobs. programa iwyeba samoqmedo normiT:

`gza, romliTac bizness vawarmoebT.” PwC-is TanamSromlebi swavloben am

normebs da imasac,Tu rogor marTon Zneli eTikuri sakiTxebi, risTvisac isini

eTikis saTanado programaSi aqtiurad arian Cabmulni. programa, aseve, moicavs

eTikis e.w. daxmarebis xazs da mudmiv komunikaciebs yvela doneze. `naTelia,

rom sakmarisi araa mxolod dokumen-

tis gavrceleba, – ambobs PwC-is gen-eraluri direqtori Samuel dipieza,

_ yvelaferSi, rasac vambobT da

vakeTebT, eTika devs”. mxolod gasul

wels, PwC-is treiningis programaSi40000 TanamSromelma miiRo monawi-

leoba; daxmarebis satelefono xaziT

ki 1000 adamianma isargebla, romel-

Tac eTikur sakiTxebSi mouxdaT di-

lemis gadalaxva.

bevrma kompaniam mimarTa ino-

vaciur gzebs, raTa TanamSromlebi

eTikaSi gaewvrTna.

Citicorp-ma eTikaSi specialuri

programa Seqmna, romlis meSveobiT

TanamSromlebs hipoTezuri, savarau-

do sakiTxebis gadaWra SeuZliaT.

General Electric-is TanamSromlebi, per-

sonaluri kompiuterebis saSualebiT,

mimarTaven specialur programebs,

raTa miiRon pasuxebi eTikis sakiT-

xebTan dakavSirebiT. Texas Instrument-isTanamSromlebs ki yovelkvireulad

miewodebaT eleqtronuli informacia

eTikaze. metad popularulia DearAbby-is safosto CanTa, romlisTvisac

pasuxebs kompaniis eTikis oficeri

uzrunvelyofs. igi im mtkivneul sa-

kiTxebs exeba, romlebsac kompaniis

TanamSromlebi xSirad awydebian.

da mainc, ukve dawerili eTikis

normebi da programebi eTikur qcevas

ar uzrunvelyofs. eTika da socia-

oorrggaanniizzaacciiuullii uurrTTiieerrTToobbeebbii

marketologi unda acnobierebdes, rom organizaciuli urTierTobisas misma qcevam SesaZloa gavlena moaxdinos

sxvebis qcevaze. isini ar unda miemxron, mimarTon an mxari dauWiron Zaladobas sxvebTan damokidebulebaSi, iqne-

bian isini TanamSromlebi, momwodeblebi Tu momxmareblebi

1. profesiul urTierTobaSi, privilegirebul informaciasTan dakavSirebiT, gamoiCineT konfidencialoba da

anonimuroba;

2. kontraqtebsa da ormxriv urTierTobebSi, moaxdineT movaleobebsa da pasuxismgeblobebze drouli reagireba;

3. Tavi aarideT sxvisi saqmis sakuTar Tavze aRebas, rogorc srulad, aseve nawilobriv da am samuSaodan, misi

mflobelis an avtoris Tanxmobis gareSe, pirdapiri sargeblis miRebas;

4. Tavidan aicileT manipulaciebi, romelTa saSualebiT Tqvens keTildReobas maqsimalurad gazrdiT sxvebis

xarjze.

amerikuli marketingis asociaciis (AMA) nebismieri wevri, romelic mxilebuli iqneba eTikis am normebis nebis-

mieri formiT darRvevaSi, SesaZloa asociaciis wevrobis SeCerebis an gauqmebis safrTxis winaSe aRmoCndes!

■ eTikuri programebi: Pricewaterhousecoopers-ma Camoayaliba eTikis dawvri-

lebiTi programa, romelic iwyeba samoqmedo normiT: `gza, romliTac biz-

ness vawarmoebT. rogorc kompaniis mTavari aRmasrulebeli piri (CEO)

aRniSnavs, `yvelaferSi, rasac vambobT da vakeTebT, eTika devs~.


luri pasuxismgebloba mravali valdebulebisagan Sedgeba. isini mTeli kul-

turis Semadgenel nawils unda warmoadgendes. PwC-is ufrosi semuel dipiaca

ambobs: `me eTikas ganvixilav, rogorc kompaniis misiis kritikulad

mniSvnelovan sakiTxs . . . igi naTlad aCvenebs, Tu vin varT da ras vakeTebT. es

iseve mniSvnelovania, rogorc produqciis ganviTarebis cikli an sadistribu-

cio sistema . . . es Seexeba iseTi kulturis Seqmnas, romelic emyareba inte-

graciasa da pativiscemas da ara praqtikas, romelic mimdinare krizisuli

situaciebis daZlevas efuZneba. . . Cven, yoveldRiurad, sakuTar Tavs vusvamT

SekiTxvas: sworad vmoqmedebT Tu ara?”

axali aTaswleuli marketingis menejerebs bevr SesaZleblobasa da

gamowvevas sTavazobs. teqnologiuri progresi,dawyebuli telekomunikaciebiT,

sainformacio teqnologiebiTa Tu internetiT da damTavrebuli

janmrTelobiTa Tu garTobiT, gvTavazobs didi raodenobiT marketingul

SesaZleblobebs. miuxedavad amisa, Zalebi socioekonomikaSi, kulturul da

bunebriv garemoSi zrdis SezRudvebs, romelTa gaTvaliswinebac gardauvalia

marketingisaTvis. kompaniebi,romelTac SeuZliaT myidvelisaTvis axali faseu-

lobis Seqmna socialuri pasuxismgeblobis gziT, msoflios daipyroben.

zegavlenas sxva biznesebze, konkurentebisaTvis

zianis miyenebisa da konkurenciis Semcirebis

gamo, sagangebod Seqmnili barierebiTa da

arajansaRi meTodebiT.

22.. ggaannssaazzRRvvrreeTT mmoommxxmmaarreebbeellTTaa ddaa ggaarreemmooss ddaamm--

ccvveellTTaa mmooZZrraaoobbaa.. aaxxsseenniiTT,, rrooggoorr zzeeggaavvllee--

nnaass aaxxddeenneenn iissiinnii mmaarrkkeettiinngguull ssttrraatteeggiieebbzzee..

marketingis sistemasTan dakavSirebulma saqmi-

anobam mmooqqaallaaqqeeTTaa mmooZZrraaoobbaammddee migviyvana. mmoomm--

xxmmaarreebbeellTTaa mmooZZrraaoobbaa aris moqalaqeebisa da

samTavrobo saagentoebis gaerTianeba gamyid-

velebis winaaRmdeg momxmarebelTa uflebebis

dasacavad. SeSfoTebuli marketologebi amaSi

xedaven SesaZleblobas, ufro meti samomxmare-

blo ganaTlebisa da dacviTi meqanizmebis

SeTavazebiT, ukeT moemsaxuron momxmareblebs.

ggaarreemmooss ddaammccvveellTTaa mmooZZrraaoobbaa aris organize-

buli socialuri gamosvla, romelic iswrafvis

garemosa da cxovrebis xarisxisaTvis mar-

ketinguli saqmianobiT miyenebuli zaralis min-

imalizaciisaken. moZraobis pirveli talRa

garemos damcvelTa jgufebma da SeSfoTebulma

momxmareblebma aagores maSin, rodesac meore

talRa mTavrobis damsaxurebiT daiwyo. man

daadgina kanonebi da maregulirebeli wesebi im

indistriul saqmianobaTa gasakontroleblad,

romlebic garemoze axdendnen zegavlenas. XXI

saukuneSi, pirvelma orma warmoSva mesame, ufro

Zlieri talRa, romlis Tanaxmad, kompaniebi

sakuTar Tavze iReben pasuxismgeblobas garemos

dacvis sakiTxebTan dakavSirebiT. dRes, kom-

paniebi misdeven axal politikur kurss – gare

faqtorebisadmi mdgradobas, – romelic wamyvani

midgomaa da gulisxmobs iseTi strategiis

ai, mivuaxlovdiT Tqveni marketinguli

mogzaurobis dasasruls! am TavSi Se-

vajameT iseTi mniSvnelovani koncef-

ciebi, rogoricaa marketingis udidesi

zegavlena individualur momxmare-

belze, sxva biznesebsa da, saerTod, sazogadoe-

baze. Tqven SeityveT, rom socialurad pasuxis-

mgebeli marketologebi aRmoaCenen, ra surT

momxmareblebs da pasuxoben maT saTanado pro-

duqtebis miwodebiT, romlebic myidvelisaTvis

faseulia, mwarmoeblisaTvis ki _ momgebiani. mar-

ketingulma sistemam unda SeigrZnos,ganaxorcie-

los da daakmayofilos momxmareblis moTxovni-

lebebi, rac mTavaria, unda gaaumjobesos maTi

cxovrebis xarisxi. momxmarebelTa moTxovni-

lebis dakmayofilebaze muSaobis procesSi, mar-

ketologebma SesaZloa gamoiyenon iseTi qmede-

bebic, romlebic ar aris yvelasTvis mosawoni

da sasargeblo. marketingis menejerebi unda

acnobierebdnen marketingis ZiriTad kritikas.

11.. ggaannssaazzRRvvrreeTT mmaarrkkeettiinnggiiss ZZiirriiTTaaddii ssoocciiaa--

lluurrii kkrriittiikkaa..

marketingis zzeeggaavvlleennaa iinnddiivviidduuaalluurrii mmoommxxmmaarreebb--

lliiss kkeeTTiillddRReeoobbaazzee gaakritikes maRali fasebis,

arasaimedo saqmianobis, maRali zewolis,fuWi Tu

safrTxis Semqmneli produqtebis gayidvis, pro-

duqtis dagegmili naadrevi daZvelebisa da arax-

elsayreli momxmareblis cudi momsaxurebis

gamo. mmaarrkkeettiinnggiiss zzeeggaavvlleennaa ssaazzoo--aaddooeebbaazzee gaak-

ritikes yalbi survilebis Seqmnisa da zedmeti

materializmis, sazogadoebrivi miznebisaTvis

gankuTvnili produqtebis simwiris, kulturuli

dabinZurebisa da Zalian didi politikuri Za-

lauflebis gamo. kritika, aseve,Seexo marketingis

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


SemuSavebis, rodesac garemo mdgradia, xolo

kompania – momgebiani.

33.. ssoocciiaalluurrii ppaassuuxxiissmmggeebblloobbiiss mmaarrkkeettiinngguullii

pprriinncciippeebbiiss ddaaxxaassiiaaTTeebbaa..

Tavdapirvelad, socialur moZraobebsa da

kanonebs bevri kompania daupirispirda, magram,

axla, maTi umravlesoba momxmareblis pozi-

tiuri informirebis, misi ganaTlebisa da ufle-

bebis dacvis aucileblobas aRiarebs.

zogierTma kompaniam kursi kargad ggaaccnnoobbiieerree--

bbuullii mmaarrkkeettiinngguullii politikisaken aiRo,romlis

mixedviTac, kompaniis strategiam marketinguli

sistemis grZelvadiani efeqtianioba unda

uzrunvelyos. misi xuTi proncipi moicavs momx-

marebelze orientirebul, inovaciur, faseu-

lobaze orientirebul, misiis SegrZnebaze ori-

entirebul da socioeTikur marketings.

44.. aaxxsseenniiTT eeTTiikkiiss rroollii mmaarrkkeettiinnggSSii..

kompaniebi sul ufro metad pasuxoben moTxov-

nas, uzrunvelyon kompaniis politika da saxelm-

ZRvanelo kursi, raTa daexmaron menejerebs mar-

ketingul eTikasTan dakavSirebuli sakiTxebis

gadawyvetaSi. rasakvirvelia, saukeTeso miTiTe-

bebsac ki ar SeuZlia yvela im rTuli eTikuri

problemis gadawyveta, romlebic individebsa da

firmebs Soris warmoiqmneba. magram arsebobs

ramdenime principi, romelTa Sorisac marke-

tologs arCevnis gakeTeba SeuZlia. erT-erTi

principis Tanaxmad,aRniSnuli sakiTxebi Tavisu-

fali bazrisa da kanonieri sistemis farglebSi

unda iqnas ganxiluli. meore, ufro gacnobiere-

buli principis mixedviT ki, pasuxismgebloba

ekisreba ara sistemas, aramed individualur kom-

paniebsa da maT menejerebs. TiToeulma firmam

da marketingis menejerma socialuri pasuxismge-

blobisa da eTikuri qcevis filosofia unda

SeimuSaos. socialuri marketingis koncefciis

farglebSi, menejerebma unda ganixilon, Tu ra

aris kanonieri da nebadarTuli, ganaviTaron

standartebi, romlebic pirovnul mTlianobas,

korporaciul SegrZnebasa da momxmarebelTa

keTildReobas eyrdnoba.

imis gamo,rom biznes-standartebi da praqtika

yvela qveyanSi sxvadasxvaa, eTikis sakiTxi gansa-

kuTrebul gamowvevebs saerTaSoriso marke-

tologebs uqmnis. dRes, marketologebi im kon-

sensusamde midian, rom mTavaria msoflioSi

aRiarebuli zogadi standartebis gaziareba da

saTanado valdebulebebis aReba.

TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

aarraassrruullyyooffiilloo pprroodduuqqttii Deficient productsggaarreemmooss ddaammccvveellTTaa mmooZZrraaoobbaa Environmentalizm ggaarreemmooss mmddggrraaddoobbaa Environmental sustainbility ggaaccnnoobbiieerreebbuullii mmaarrkkeettiinnggii Enlightened marketingiinnoovvaacciiuurrii mmaarrkkeettiinnggii Innovative marketingmmiimmzziiddvveellii pprroodduuqqttii Plesing productsmmiissiiiiss SSeeggrrZZnneebbaazzee Sense-misson marketingoorriieennttiirreebbuullii mmaarrkkeettiinnggii

mmoommxxmmaarreebbeellTTaa mmooZZrraaoobbaa Consumerism mmoommxxmmaarreebbeellzzee oorriieennttiirreebbuullii Consumer-oriented mar-mmaarrkkeettiinnggii keting ssaassaarrggeebblloo pprroodduuqqttii Salutary products ssaassuurrvveellii pprroodduuqqttii Desirable products ssoocciiooeeTTiikkuurrii mmaarrkkeettiinnggii Societal marketing ffaasseeuulloobbaazzee oorriieennttiirreebbuullii Value marketing mmaarrkkeettiinnggii


ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11.. imsjeleT Sexedulebaze, rom dis-

tribuciis, reklamisa da stimulire-

bis maRal xarjebs, aseve, gadaWarbe-

bul fasnamats amerikeli momxmarebeli aucilebelze

met danaxarjebamde mihyavs. eTanxmebiT Tu

ewinaaRmdegebiT am pozicias?

22.. ra gansxvavebaa momxmarebelTa da garemos

damcvelTa moZraobas Soris? ra aqvT saerTo da

riT gansxvavdebian isini erTmaneTisagan? daa-

saxeleT magaliTebi im mizezebisa, romlebic

umniSvnelovanesia TiToeuli moZraobisaTvis.

33.. erTmaneTisgan ganasxvaveT gacnobierebuli

marketingis xuTi principi: momxmarebelze ori-

entirebuli marketingi, inovaciuri marketingi,

faseulobis marketingi, misiis SegrZnebaze ori-

entirebuli marketingi da socioeTikuri mar-

ketingi.

44.. CamoayalibeT korporaciuli marketinguli

eTikis politika kompaniisaTvis, romelic, ele-

qtronuli qselis meSveobiT, giraos serviss

yidis. rogor gavlenas moaxdens es politika am

kompaniaSi momeSave adamianebis eTikur gadawyve-

tilebebze?

55.. axali ambebis reportaJebSi moZebneT masala

kompaniis Sesaxeb, romelic socialuri pasuxis-

mgeblobis gaTvaliswinebiT moqmedebs. moaxdenda

Tu ara es informacia zegavlenas Tqvens Sesyid-

vis gaadwyvetilebaze? Tqveni azriT, ra gavlena

aqvs axal ambebSi asaxul socialurad pasuxis-

mgebel qmedebebs organizaciis TanamSromlebze?

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. CamoayalibeT patara gjufebi da cal-calke

ganixileT is oTxi sakiTxi, romlebic exeba mar-

ketingis gavlenas mTel sazogadoebaze (materi-

alizmi, socialuri miznebisaTvis gankuTvnili

produqciis simcire, kulturuli dabinZureba da

Zalze didi politikuri zegavlena). gayaviT

jgufi or nawilad, sadac TiToeuli sxvadasxva

sakiTxs dauWers mxars. gamarTeT diskusia cal-

calke sakiTxze da am debatebis Semdeg, CaatareT

gamokiTxva imasTan dakavSirebiT, Tu rogor

ganixileba yoveli sakiTxi jgufis mier.

22.. garemos damcvelTa moZraoba,wlebis ganmavlo-

baSi, SeSfoTebuli iyo zedmeti SesafuTi

masaliT, romelsac iyenebs zogierTi kompania,

Tavisi produqtis damatebiTi stimulirebis

mizniT. problema ki is gaxlavT, rom ufro didi

SefuTva warmoebisaTvis met resursebs moiTxovs

(magaliTad, xis masalasa da narCenebis likvida-

cias, aseve, nagavsayrelebis miwis gruntiT dafar-

vas). moinaxuleT sursaTis maRazia da SearCieT

produqti, romlis SefuTva SesaZloa zedmetad

CaiTvalos. SeadareT aRniSnuli produqti

konkurenti produqtis SefuTvas. Tqveni azriT,

romels gauwevda rekomendacias garemos dam-

cvelTa moZraobis aqtivisti?

44.. SeiswavleT cxrili 16.1 da SearCieT ori kom-

pania: erTi, romelic, Tqveni azriT, garemos

dacvis mxriv, sanimuSoa, meore ki, piriqiT,_ susti.

rogori reitingiT ganaTavsebT TiToeul kompa-

nias dabinZurebis prevenciis, produqtis gankar-

gvis, garemos dacvis axali teqnologiisa da

mdgradobis xedvis mixedviT. yovelive amis

Semdeg, darCeba Tu ara ucvleli Tqveni Sexe-

duleba TiToeuli kompaniis garemos dacviT

imijze?

iimmooggzzaauurreeTT

tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

uRrani tye, sabednierod, SenarCune-

bul iqna Tundac imitom, rom Ayreole-is restornebSi, las-vegassa Tu niu-

iorkSi, 4 000 saxeobis Rvinis meniu

qaRaldze araa dabeWdili. mis nacvlad momx-

marebeli msubuq, usadeno e.w. kompiuteris

tablets mimarTavs. gverdis gadaSla spe-

cialuri joxiT an TiTiT xdeba. garda imisa,

rom es eleqtronuli sia aranair gavlenas ar

axdens garemoze, aqvs sxva marketinguli datvir-

Tvac. magaliTad, tabletiT SesaZlebelia mokle

mimoxilvis gakeTeba zogadad meRvineobaze,

amasTan, myidvelebs SesaZlebloba aqvT, da-

javSnon an moniSnon sayvareli Rvinis marka.

tablets SeuZlia daakmayofilos myidvelebis

Txovna da, elfostis saSualebiT, miawodos

sruli informacia Rvinis Taobaze.

11.. ganixileT sxva magaliTi, rodesac e.w. ele-

qtronuli tableti asrulebs informaciis

matareblis rols, romelic, tradiciulad,

qaRaldzea dabeWdili (magaliTad, saxelmZRva-

neloebi, moTxrobebi da a.S.).

22.. Tqveni azriT, ra iqneba momxmareblis ukmay-

ofilebis mizezi, Tu isini beWdur masalas ele-

qtronuli formatiT miiReben? rogor daiZleva

es winaaRmdegoba?

33.. Tqveni SexedulebiT, ra aris aseTi sistemis

sargebeli garemos dacvis TvalsazrisiT?


teqstSi mocemulia suraTi 16.3,raTa

SesaZlebeli gaxdes produqtebis iseT

ganzomilebebSi klasifikacia,

rogoricaa: produqtis gamoyenebiT

miRebuli grZelvadiani sargebli da

produqtiT myisieri dakmayofileba. socialurad

orientirebuli marketologis mizania iseTi

produqtis Seqmna, romelic sasargeblocaa da

sasurvelic - `sasurveli produqtebis" ganzomi-

leba suraTis 16.3 Sesabamis ujredSia asaxuli.

11.. SearCieT produqtebi am klasifikaciis sqemis

TiToeuli ujridisTvis.

22.. im produqtebisaTvis, romlebic miekuTvnebian

arasrulyofil, sasargeblo da mimzidvel kate-

goriebs, rogori modifikaciebi SeiZleba

moxdes, raTa gadainacvlon sasurveli

produqtis klasSi.

33.. Tqveni azriT, ratom agrZelebs zogierTi

kompania iseTi produqtis gayidvas, romelic,

aRniSnuli klasifikaciis mixedviT, ganixileba,

rogorc arasrulyofili? ra unda gaakeTos

sazogadoebam amgvar produqtebTan mimarTebaSi?

eeTTiikkiiss ssaammyyaarrooSSii

Honest Tea-s videoversia, romelic am

Tavs axlavs, moTavsebulia wignis bo-

los, danarTSi 1.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa

Chapter 16

Documents

wall street journal

gayidva zlieri zewolit

marketingis damatebiti sakitxebi

cota xnis win

visac kapitalizmi szult

marketingi musaobis processi

momxmarebelze orientirebuli marketingi

marketingi da sazogadoeba