■ am Tavis Seswavlis Semdeg Tqven SeZlebT:

1. ganixiloT, ra gavlenas axdens saerTaSoriso savaWro sistema, ekonomikuri, politikur-samarTlebrivi da

kulturuli garemo kompaniis saerTaSoriso marketingul gadawyvetilebaze; 2. aRweroT saerTaSoriso
bazarze Sesvlis sami ZiriTadi midgoma; 3. ganmartoT, rogor axorcielebs kompania Tavisi marketinguli
kompleqsis saerTaSoriso bazrebze morgebas; 4. gansazRvroT saerTaSoriso marketinguli organizaciis sami
ZiriTadi forma.
globaluri bazari
15
gzamkvlevi | ideebis kvaldakval

amjerad, globalur marketings gadavavlebT Tvals. TiToeul TavSi mocemuli

iyo calkeuli globaluri Tema – Znelia, i povo marketingis iseTi sfero,
romelic ar moicavs Tundac ramdenime saerTaSoriso sakiTxs. Cven
ganvixilavT mxolod imaT, romelTa winaSec kompaniebi sakuTari brendisaTvis
globaluri marketingis ganxorcielebisas aRmoCndebian. axal aTaswleulSi,
komunikaciebis, transportisa da teqnologiebis ganviTarebam msoflio sivrce
Zalze Seamcira. dRes, TiTqmis yvela firma, didi Tu mcire, saerTaSoriso
marketinguli problemebis winaSe dgas. am TavSi msoflio asparezze
gasvlisaTvis saWiro eqvs ZiriTad gadawyvetilebas ganvixilavT.
aba, SevudgeT! Cveni pirveli gaCerebaa Coca-Cola – amerikuli ualkoholo
sasmeli. Tumca, aris Tu ara igi mxolod amerikuli brendi? waikiTxeT da
naxeT, rogor uzrunvelyo globalur standartebsa da adgilobriv
pirobebTan adaptacias Soris sworma balansma Coca-Cola msoflioSi nomer
pirveli brendis adgiliT.

a SeiZleba iyos Coca-Cola–ze ufro amerikuli? asea, ara? es brendi

r iseTive amerikulia, rogorc beisboli an vaSlis namcxvari. Coke-i

pirvelad, 1893 wels, atlantis afTiaqebSi gamoCnda, sadac misi erTi
boTli 5 centad iyideboda. mas Semdeg, kompaniis pirvelma prezidentma,
sazrianma biznesmenma asa kandlerma yvelaferi gaakeTa, raTa amerika
daerwmunebina, rom Coca-Cola marTlac `gamagrilebeli Sesveneba” iyo. man
dabeWda kuponebi Coca-Cola-s pirveli dagemovnebis SesaTavazeblad, xolo
brendis distribuciiT dakavebuli afTiaqebi moamaraga Coca-Cola–s axla ukve
kargad cnobili wiTeli da TeTri logos mqone saaTebiT, kalendrebiT,
sasworebiTa da langrebiT. sasmeli swrafad iqca sruliad amerikul
fenomenad. 1885 wlisaTvis, kompaniam fabrikebi gaxsna CikagoSi, dalassa da
los-anjelesSi.
magram, Canafiqris Tanaxmad, Coca-Cola mxolod amerikuli brendi unda
yofiliyo. 1900 wels, man amerikis farglebs gareTac scada bedi. am qveynebis
siaSi iyo kuba, Ppuerto-riko da safrangeTi. 1920 wlisaTvis, Coca-Cola-s logos
yvelgan naxavdiT: ZaRlis marxilebiT dawyebuli – kanadaSi da koridas
arenebis kedlebiT damTavrebuli _ espaneTSi. meore msoflio omis dros ki,
brZolis velze jariskacebis mosamarageblad, Coca-Cola-m Camosasxmeli
qarxnebi evropasa da aziaSic aago.
wlebis ganmavlobaSi, Coca-Cola-s damajerebelma da nayofierma
reklamirebam brendi mTlianad amerikul sasmelad aqcia. amavdroulad,
sazRvrebs gareT warmoebulma Zlierma marketingulma kampaniam mas mTel
msoflioSi moutana popularoba. 1971 wels, kompaniam Seqmna legendaruli
516 nawili meoTxe gafarToebuli marketingi

satelevizio reklama _ `minda msoflios Coke-i vuyido”, sadac italiis erT-

erT gorakze TavSeyrili bavSvebi mRerian. amjerad, Coca-Cola-m yuadReba axal
bazrebze gadaitana _ CineTze, indoeTsa da indoneziaze (sadac 2.4 miliardi
adamiani cxovrobs, rac msoflios mosaxleobis TiTqmis naxevaria), riTac
brendis globalur warmatebas dauWira mxari. dRes, Coca-Cola,
erTmniSvnelovnad, msoflios yvelaze cnobili da aRiarebuli brendia.
Coca-Cola-s msoflio warmateba Sedegia ostaturi balansisa globalur
standartizaciasa da adgilobriv pirobebTan adaptaciiT brendis agebas
Soris. wlebis ganmavlobaSi, kompania Semdegi devizis (mantris) erTguli iyo:
`ifiqre globalurad, imoqmede lokalurad.” Coca-Cola Tanxebs globalur
reklamaze guluxvad xarjavs (weliwadSi, daaxloebiT, 900 milion dollars),
raTa brends Seuqmnas yovlismomcveli pozicionireba im 200 qveyanaSi,
romelTac igi emsaxureba. amasTan, mkacrad standartizebulia Coke-is gemo da
SefuTva. Coca-Cola-s, romelsac Tqven niu-ourkSi an filadelfiaSi dalevT,
zustad iseTive Sesaxedaoba da gemo aqvs, rogoric parizSi, hon-kongSi,
moskovSi, sidneisa Tu abu-dabiSi. erT-erTi sareklamo saagentos
aRmasrulebeli amtkicebs, rom `arsebobs sul ramdenime produqti, romelTac
globalur marketingze mirgeba SeZles da erT-erTi maT Soris aris Coca-
Cola.”
miuxedavad imisa, rom, erTis mxriv, Coke-is gemo da pozicionireba
SeTavsebadia mTel msoflioSi, meores mxriv, Coca-Cola-s marketingi mkacrad
adgilobrivia. kompania axorcielebs Tavisi brendisa da aromatis kompleqsis,
stimulirebis, fasebisa da distribuciis TiToeuli bazris adgilobriv wes-
Cveulebebsa da upiratesobebze morgebas. magaliTad, Coca-Cola-s mTavari
brendis garda, kompania awarmoebs daaxloebiT 300 sxvadasxva sasmel brends,
romlebic, specialurad, adgilobrivi momxmareblis gemovnebiTaa Seqmnili.
TurqeTSi igi msxlis aromatis mqone sasmels yidis, germaniaSi – fanta-s
kenkris aromatiT, CineTSi – mwvane Cais Taflis aromatiT, kanadaSi – pitnis
Sprite-s, xolo belgiasa da niderlandebSi _ sportul sasmels saxelwodebiT
Aquarius.
adgilobrivi pirobebis gaTvaliswinebasTan erTad, ufro farTo,
globaluri pozicionirebis farglebSi, Coca-Cola konkretuli qveynebis
bazrebisaTvis specialur reklamirebas iyenebs. magaliTad, CineTSi misi
saaxalwlo reklama gviCvenebs, sadResaswaulo seirnobis dros, Tavidan
fexebamde Coke-is wiTel qilebSi Semosil drakons. daskvna: `saukuneebis
ganmavlobaSi, wiTeli feri iRblisa da keTildReobis feri iyo. vin varT Cven,
rom win aRvudgeT uZveles sibrZnes?” aSS-is Green TV-ze gaSvebuli axla ukve
klasikad qceuli Coke-is reklama _ `gulubryvilo jo” (sadac fexburTis
daqanculi varskvlavi Tavisi axalgazrda, moxibluli Tayvanismcemlisgan
wvens uxalisod iRebs, Semdeg ki, mokrZalebul bavSvs Tavis naqsov Jakets
esvris) imave formatiT ramdenime qveyanaSi gaimeores. icvlebodnen mxolod
adgilobrivi varskvlavebi: samxreT amerikis reklamaSi argentineli
fexburTeli maradona iRebda monawileobas, aziaSi ki _ fexburTis
tailandeli varskvlavi niati.
Coke-ma, sul axlaxan, 2002 wlis msoflio safexburTo Tasis gaTamaSebis
mxardasaWerad, adgilobrivi reklama SeimuSava. mimdinare movlenebis Sesaxeb
adgilobriv SefasebaTa kvlevebze dayrdnobiT, reklamebi TiToeuli qveynis
SejibrebebTan dakavSirebul niuansebs moarges. italiuri reklama romis
mofusfuse bazars asaxavs. emociuri Turquli satelevizio reklama ki
gviCvenebs or bavSvs, romlebic mTel ankaraSi wiTeli da TeTri naTurebis
asxmebs amagreben, raTa qalaqi gundis ferebSi gaanaTon. `niderlandebSic ki,
romelmac am turnirSi gasvla ver SeZlo, msoflio Tasis mxardasaWeri
specialuri satelevizio reklama arsebobs, _ aRniSnavs globaluri
sareklamo analitikosi, _ reklamis mixedviT, holandieli varskvlavi ruud van
nistelroi mSvidad kreWs gazons maSin, rodesac iaponiasa da samxreT koreaSi
msoflio Cempionati mimdinareobs.”
indoeTSi Coca-Cola stimulirebis adgilobriv saSualebebs iyenebs,
aqtiurad muSaobs ra adgilobrivi imijis gasaumjobeseblad. igi iyo kriketSi
(yvelaze sayvareli sportis saxeoba indoeTSi) msoflio Tasis gaTamaSebis
oficialuri sponsori da man, Coke-is produqciis stimulirebisaTvis,
 Tavi 15 globaluri bazari 517

msaxiobebis nacvlad, kriketis indoeli fanebi gamoiyena. Coca-Cola-s

marketinguli saqmianoba efeqturia rogorc sacalo movaWreebis, ise misi
momxmareblebisTvisac. Coke-is aqtivobaTa erT-erTi Semfaseblis dakvirvebis
Tanaxmad, `kompanias iyenebs daaxloebiT 15 000 sacalo movaWres, raTa
gamofinos yvelaferi, dawyebuli ukanaskneli qulerebiTa da macivrebiT,
damTavrebuli sareklamo CvenebebiT. axali myidvelebis mosaZieblad misi
realizatorebi kardakar dadian. gasul wels, mxolod axal deliSi kompaniis
TanamSromlebma Coke-isa da Fanta-s 100 000-ze meti ufaso boTli daariges.~
araferi ise kargad ar gamoxatavs standartizebuli globaluri brendis
agebasa da adgilobriv pirobebTan adaptacias Soris arsebuli balansis
SesaZleblobebs, rogorc Sprite-is sayovelTao zrda. misi reklama msoflios
axalgazrdobas mizanSi iRebs Semdegi fraziT _ `imiji araferia, wyurvili _
yvelaferi. daemorCile wyurvils.” kampania umiznebs Tineijerebis meamboxe
sulsa da maT moTxovnilebebs pirovnebad Camoyalibebis procesSi. rogorc
Sprite-is brend-marketingis direqtori ambobs, `Sprite-is mniSvneloba da Cveni
interesebi, orive erTnairad globaluria. Tineijerebi migvaniSneben, rom
TiTqmis yvela bazarze, romelzec ki Cven SevediT, igi uaRresad
relevanturia.~ Tumca, rogorc yovelTvis, Coca-Cola Tavis gzavnilebs
TiToeul momxmarebelze agebs. magaliTad, CineTSi sareklamo kampania ufro
rbili xasiaTisaa. `CineTSi ver iqnebi ararelevanturi, mkveTri, radgan am
sazogadoebaSi es miuRebelia. yvelaferi Sesatyvisi unda iyos”, _ aRniSnavs
marketologi. gonivrulad mizanmimarTuli da Zlieri pozicionirebis
Sedegad, Sprite-is msoflio gayidvebma, kampaniis dawyebidan sam weliwadSi, 35
procents miaRwia da igi msoflios meoTxe ualkoholo brendad aqcia.
Tavisi saerTaSoriso marketinguli Zalisxmevis Sedegad, Coca-Cola
msoflios ualkoholo bazris dominantia. kompaniis gayidvebis 70 procentze
meti sazRvargareTze modis. amerikis SeerTebul StatebSi Coca-Cola
STambeWdav 44-procentian sabazro wils flobs maSin, rodesac Pepsi-ze
mxolod 32 procenti modis. qveynis farglebs gareT misi da Pepsi-s gayidvebis
Tanafardoba iseTivea, rogorc 2.5-is 1-Tan da igi msoflioSi ualkoholo
sasmelebis eqvsi wamyvani brendidan oTxs flobs: Coca-cola, Diet Coke, Sprite da
Fanta.
amrigad, Coca-Cola, marTlac rom msoflio brendia. ara aqvs mniSvneloba,
msoflios romel kuTxeSi imyofebiT, `survilis SemTxvevaSi, Coke-s xelis
erTi gawvdiT” miiRebT. da mainc, msoflios sxvadasxva kuTxeSi mcxovrebi
myidvelisaTvis Coca-Cola-s Zalian pirovnuli mniSvneloba aqvs. Coca-Cola
iseTive amerikulia, rogorc beisboli da vaSlis namcxvari; magram, igi iseTive
inglisuria, rogorc Big-Ben da SuadRis Cai; iseTive germanuli _ rogorc
ludi; iseTive iaponuri _ rogorc sumo da suSi; iseTive Cinuri _ rogorc
ping-pongi da didi kedeli. msoflios 200-ze met qveyanaSi momxmarebeli Coke-
s sakuTar sasmelad Tvlis. espaneTSi mas RvinoSi ureven, italiaSi, saWmelTan
erTad, Rvinis an kapuCinos nacvlad miirTmeven, CineTSi ki Coke-iT,
gansakuTrebul samTavrobo Sexvedrebze, stumrebs umaspinZldebian.
kompaniis veb-gverdze naTqvamia: `Cveni adgilobrivi strategia saSualebas
gvaZlevs, mTel msoflioSi movusminoT yvelas, visac sasmelis daleva surs,
rac gemovnebisa da SesaZleblobebis mTlian speqtrs moicavs. is, rasac xalxi
sasmelisgan moiTxovs, aris anarekli imisa, Tu vin arian isini, sad cxovroben,
rogor muSaoben, TamaSoben, isveneben Tu erTobian. ara aqvs mniSvneloba, Tu vin
xarT Tqven: studenti amerikis SeerTebul StatebSi, romelsac siamovnebas
gamagrilebeli Coca-Cola aniWebs Tu qalbatoni italiaSi, romelic svams Cais;
bavSvi peruSi, romelic iTxovs wvens, Tu wyvili koreaSi, romelic, erTad
sirbilis Semdeg, boTlis wyals yidulobs. Cven TqvenTvis varT,… es aris mTel
msoflioSi miliardobiT megobris gaCenis gansakuTrebuli saSualeba da Cven
amas arasdros daviviwyebT.”

warsulSi, aSS-is kompaniebi saerTaSoriso vaWrobas nakleb yuradRebas

uTmobdnen. eqsportiorebisgan damatebiTi gayidvebis miReba ukve karg Sedegad
iTvleboda. maT bazris umetesi wili samSobloSi hqondaT, rac uamrav
xelsayrel pirobas gulisxmobda. saSinao bazari ufro usafrTxoc iyo.
518 nawili meoTxe gafarToebuli marketingi

■ bevrma amerikulma kompaniam msoflio sakuTar bazrad aqcia.

menejerebs ar sWirdebodaT sxva enebis Seswavla, ucnaur da cvalebad

valutasTan Segueba, politikur da samarTlebliv gaurkvevlobasTan dapiris-
pireba an TavianTi produqtis sxvadasxva momxmareblis moTxovnilebebsa da
molodinze morgeba. Tumca, dReisaTvis mdgomareoba bevrad gansxvavebulia.

■❚ globaluri bazari XXI saukuneSi

ufro swrafi da qmediTi komunikaciebis, satransporto saSualebebisa da
finansuri nakadebis gamoCenasTan erTad, msoflio, SeiZleba iTqvas, swrafad
ikumSeba drosa da sivrceSi. erT qveyanaSi warmoebuli produqcia _ Gucci-s
safuleebi, Sony-s eleqtronuli saqoneli, McDolad’s-is hamburgerebi, iaponuri
suSi, gernmanuli BMW – sxva qveynebSic didi moTxovniT sargeblobs da iwvevs
arnaxul enTuziazms. sulac ar gagvikvirdeba, Tu italiur kostiumSi
gamowyobili germaneli biznesmeni inglisel megobars iaponur restoranSi
Sexvdeba, saxlSi dabrunebis Semdeg ki rusul arays miirTmevs da West Wing-is
televizoris yurebiT gaerToba.
saerTaSoriso vaWroba mkveTr aRmavlobas ganicdis. 1969 wlidan
moyolebuli, msoflios 14 umdidres qveyanaSi mravalerovnuli korporaciebis
raodenoba TiTqmis gasammagda da 7000-dan 24 000-s miaRwia. dRes, saqonlisa da
momsaxurebis importi, mTel msoflioSi, mTliani saSinao produqtis (GDP) 24
procents iTvlis, rac 40 wlis win arsebul maCvenebels 2-jer aRemateba.
amJamad, saerTaSoriso vaWroba aSS-is GDP-is meoTxeds Seadgens; 1996-2006
wlebSi ki mosalodnelia aSS-is eqsportis 51 procentiT gazrda. dRes,
msoflio vaWroba msoflio GDP-is 29 procents iTvlis; amasTanave, 1990 wlis
Semdeg, aRiniSneba 10-procentiani zrda.
aSS-s bevri kompania saerTaSoriso marketingSi xangrZlivi warmatebiT
sargeblobs: Coca-Cola, McDonald’s, IBM, Xerox, Gillette, Colgate, General Electric,
Caterpillar, Ford, Kodak, 3M, Boeing, Motorola da aTobiT sxva firma, romlebmac
msoflio sakuTar bazrad aqcies. bevri iseTi saxeli ki, rogoric aris Sony,
Toyota, Nestle, Norelco, Nokia, BMW, Panasonic da Prudential, amerikis SeerTebul
StatebSi yofiT sityvebad iqca. araerT produqciasa da momsaxurebas,
romlebic TiTqos amerikulia, sinamdvileSi, ucxouri kompaniebi floben da
awarmoeben. sakmarisia davasaxeloT sul ramdenime maTgani: Bantam-is wignebi,
Baskin-Robins-is nayini, GE-isa da RCA-is televizorebi, Carnation-is rZe, Pillsbury-
 Tavi 15 globaluri bazari 519

is kvebis produqtebi, Universal Studios-i da Motel 6-i. `mTliani industriis ori

mesamedi an ukve axorcielebs globalur saqmianobas, an am procesSia CarTuli,
_ aRniSnavs erT-erTi analitikosi, _ Michelin-i, qalebis qudebis frangi
mwarmoebeli, dRes, Tavisi Semosavlis 35 procents amerikis SeerTebuli
Statebidan iRebs maSin, rodesac Johnson & Johnson-is biznesis 43 procenti
sazRvargareT xorcieldeba... msoflio, es aris yvela menejeris Tvalsawieri”.
sadReisod, sakmaod Zlierdeba globaluri konkurencia. ucxouri firmebi
agresiulad farTovdebian axal saerTaSoriso bazrebze da saSinao bazaric
ukve aRar gamoirCeva gansakuTrebulad mdidari SesaZlobebiT. dRes, ucxouri
konkurenciisgan mxolod ramdenime industria aris daculi. miuxedavad imisa,
rom, proteqcionizmis meSveobiT, zogierT kompanias aqvs ucxouri eqsportis
nakadebis SeCerebis survili, grZelvadian perspeqtivaSi, es mxolod cxovrebis
fass gazrdis da daicavs araefeqtur adgilobriv firmebs. konkurenciis
gawevis ukeTesi gza kompaniebisaTvis aris qveynis SigniT produqtis mudmiv
gaumjobesebasa da ucxour bazrebze maT gafarToebaze zrunva.
Tu kompaniebi daayovneben internacionalizaciisaken swrafvas, isini
riskis winaSe daayeneben dasavleT da aRmosavleT evropis, wynari okeanis
auzisa da sxva mniSvnelovan bazrebze SeRwevas. firmebma, romlebic,
usafrTxoebis mizniT, qveynis SigniT darCenas amjobineben, SesaZloa dakargon
ara marto sxva bazrebze Sesvlis Sansi, aramed TviT saSinao bazaric.
adgilobriv kompaniebs, romlebic arasodes fiqroben ucxour konkurentebze,
ukana planze gadanacvlebis saSiSroeba emuqrebaT.
samwuxarod, kompaniebis mxridan sazRvargareT gasvlis moTxovnilebis
zrdasTan erTad, izrdeba riskis faqtoric. kompaniebi, romlebic globalur
biznesze fiqroben, ramdenime mniSvnelovan problemas awydebian. bevr qveyanaSi
umuSevrobam da inflaciam valutisa da mTavrobis gansakuTrebuli
arastabiluroba gamoiwvia, rac, Tavis mxriv, zRudavs vaWrobas, xolo ucxour
firmebs riskis winaSe ayenebs. importiorebs adgilobrivi mTavroba garkveul
regulirebas uwevs: Tanamflobelebad adgilobrivi partniorebis yolis
moTxovna, adgilobrivi moqalaqeebis dasaqmebis piroba, qveynidan miRebuli
SesaZlo mogebis SezRudva. ufro metic, sakuTari industriis dasacavad
ucxour firmebs xSirad maRal tarifebsa da savaWro barierebs uweseben. da
bolos, sul ufro mwvavdeba korufciis problema –aris qveynebi, sadac
oficialuri pirebi ucxour kompaniebs prioritets aniWeben ara saukeTeso
SeTavazebebis, aramed saukeTeso qrTamis gamo.
da mainc, globalur industriaSi dasaqmebul kompaniebs sxva arCevani ar
gaaCniaT – maT TavianTi operaciebis internacionalizacia unda moaxdinon.
globaluri industriis SemTxvevaSi, anu mocemul adgilobriv da nacionalur
bazrebze, firmebis globalur poziciebs maTi konkurentuli poziciebi
ganapirobebs. globaluria firma, romelic, erTze met qveyanaSi muSaobis
Sedegad, iRebs marketingul, warmoebis, kvlevis, ganviTarebisa da finansur
upiratesobas, rac mxolod qveynis SigniT moqmedi konkurentebisaTvis
miuwvdomelia.
globaluri firma
globaluri kompaniis gadmosaxedidan msoflio erT bazrad aRiqmeba. igi
(Global firm)
minimumamde amcirebs nacionaluri sazRvrebis mniSvnelobas da aviTarebs zena- firma, romelic, er-
cionalur brendebs. igi zrdis kapitals, moi povebs masalebsa da komponentebs, Tze met qveyanaSi
awarmoebs Tavis saqonelsa da marTavs marketings iq, sadac amis keTeba muSaobis Sedegad,
saukeTesod SeiZleba. magaliTad, Ford-is `msoflio satvirTo manqanis” kabinas iRebs kvlevisa da
evropaSi amzadeben, Zaras ki _ CrdiloeT amerikaSi; igi braziliaSia awyobili, ganviTarebis, warmoe-
gasayidad ki misi eqsporti aSS-Si xorcieldeba. Otis Elevator-i Tavisi lifte- bis, marketingul da
bis karebis sistemebs safrangeTidan iRebs, zogierTi meqanizmebis nawilebs _ finansur upirateso-
espaneTidan, eleqtronikas _ germaniidan, xolo specialur eleqtroZravebs _ bas, xarjebisa da re-
iaponiidan. SeerTebul StatebSi igi mxolod sistemebs awyobs. amrigad, glob- putaciis mxriv, rac
mxolod qveynis Sig-
aluri firmis upiratesoba msoflio bazarze misi saqmianobis dagegmvas, eqs-
niT moqmedi konku-
pluataciasa da koordinacias emyareba. rentebisaTvis miuwv-
es imas ar niSnavs, rom, warmatebis misaRwevad, patara da saSualo firmebma domelia.
aTeulobiT qveyanaSi unda imuSaon. aseT firmebs SeuZliaT globaluri
niSebis praqtikaSi gamoiyeneba. magram msoflio sul ufro pataravdeba da
globalur industriaSi momuSave yvela kompaniam, didi iqneba igi Tu mcire,
unda Camoayalibos da Seafasos msoflio bazarze sakuTari pozicia.
520 nawili meoTxe gafarToebuli marketingi

s u r a T i 15.1
ZiriTadi sareTaSo-
riso marketinguli
gadawyvetilebebi

tarifi (Tariff) swrafi globalizaciis Tanaxmad, yvela kompaniam pasuxi unda gasces
garkveul importire- ramodenime ZiriTad kiTxvas: rogori sabazro pozicia unda movsinjoT Cvens
bul produqciaze qveyanaSi, Cvens ekonomikur regionsa da mTels msoflioSi? vin iqnebian Cveni
mTavrobis mier dawe- globaluri konkurentebi da ra strategiebi da resursebi gaaCniaT maT? sad
sebuli gadasaxadi. SegviZlia Cveni produqciis warmoeba an resursebis momaregeba? ra strate-
tarifis dawesebis
mizezi SeiZleba giuli aliansebi unda SevqmnaT sxva firmebTan msoflioSi?
iyos Semosavlebis rogorc naCvenebia suraTze 15.1, saerTaSoriso marketingis pirobebSi, kom-
gazrda an adgilob- pania eqvsi ZiriTadi gadawyvetilebis winaSe dgeba. am TavSi Cven detalurad
rivi firmebis dacva. ganvixilavT TiToeul maTgans.
qvota (Quota)
mimRebi qveynis mier ■❚ globaluri marketinguli garemos mimoxilva
gansazRvruli kate-
goriis saqonlis im- saerTaSoriso bazarze moqmedebebis dawyebis Sesaxeb gadawyvetilebis
portze dawesebuli miRebamde, kompaniam safuZvlianad unda Seiswavlos saerTaSoriso mar-
raodenobrivi Sez- ketinguli garemo. ukanaskneli ori aTwleulis ganmavlobaSi, am garemom sak-
Rudva, sagareo valu- mao cvlilebebi ganicada rogorc axali SesaZleblobebis, ise axali proble-
tis SenarCunebisa da mebis TvalsazrisiT. msoflio ekonomikaSi sul ufro aqtualuri xdeba
adgilobrivi indus- globalizaciis procesi. dasavleT da aRmosavleT evropaSi, CineTSi,
triisa da dasaqmebis atlantikis okeanis qveynebSi, ruseTsa da sxva adgilebSi mimzidveli bazrebis
dacvis mizniT.
gaxsnasTan erTad, swrafad gaizarda msoflio vaWroba da investiciebi. mom-
embargo (Embargo) ravlda globaluri brendebi _ saavtomobilo industriaSi, sakveb
garkveuli produq- produqtebSi, tansacmelSi, samomxmareblo eleqtronikaSi, kompiuterul
ciis importis teqnikaSi, programebsa da bevr sxva kategoriaSi. mniSvnelovnad gaizarda
akrZalva. globaluri kompaniebis ricxvi.

valutis gacvlis saerTaSoriso savaWro sistema

kontroli (Exchange
controls)
aSS-s kompaniam, romelsac Tvali sazRvargareTze uWiravs, saqmianoba
saxelmwifos mier saerTaSoriso savaWro sistemis aRqmiT unda daiwyos. gayidvebis sxva qveynebSi
sxva qveynebTan ucx- ganxorcielebisas aSS-s firmebi sxvadasxva savaWro SezRudvas awydebian. yve-
ouri valutis gacv- laze xSirad, es aris tarifebi anu garkveul importirebul produqciaze
lis moculobasa da mTavrobis mier dawesebuli gadasaxadi. tarifis dawesebis mizezi SeiZleba
mis gacvliT kursze iyos Semosavlebis gazrda an adgilobrivi firmebis dacva. eqsportiori
dawesebuli limitebi. SesaZloa waawydes qvotas, anu mimRebi qveynis mier gansazRvruli kategoriis
produqtis importze dawesebul raodenobriv SezRudvas. qvotis mizania
arasatarifo sagareo valutis SenarCuneba da adgilobrivi industriisa da dasaqmebis
savaWro barierebi dacva. rac Seexeba embargos an boikots, igi garkveuli produqciis imports
(Nontariff trade barriers)
mTlianad krZalavs da qvotis yvelaze Zlieri formaa.
arasavaluto bari-
erebi ucxouri pro- firmebi SesaZloa aRmoCndnen valutis gacvlis kontrolis winaSe,
duqciisaTvis, rogo- rodesac saxelmwifo zRudavs sxva qveynebTan ucxouri valutis gacvlis
ricaa zegavlena moculobasa da savaluto kurss. agreTve, maT winaSe SesaZloa Tavi iCinon
ucxouri kompaniis arasatarifo savaWro barierebmac, rogoricaa zegavlena ucxouri kompaniis
mier SeTavazebul mier SeTavazebul fasebze an produqciaze iseTi standartebisa Tu sxva
fasebze an produq- normebis daweseba, romlebic ewinaaRmdegeba ucxouri kompaniis produqtebis
ciaze iseTi standa- maxasiaTeblebs.
rtebis daweseba, rom-
lebic gansxvavdeba
ucxouri kompaniis erT-erTi yvelaze gonivruli gza, romlis saSualebiT iaponiam
produqtebis Tavis saSinao bazarze ar SeuSva ucxoeli mwarmoeblebi,
maxasiaTeblebisgan. `unikalurobis” SenarCuneba iyo. iaponelebs gansxvavebuli kani aqvT,
 Tavi 15 globaluri bazari 521

amtkicebs mTavroba, amitom ucxouri kosmetikis mwarmoebelma

kompaniebma, TavianTi produqciis iaponiaSi Setanamde, kargad unda
Seamowmon igi. iaponelebi acxadeben, rom maT patara kuWi aqvT da
mxolod mikanis (adgilobrivi mandarini) Wama SeuZliaT, amitom
amerikuli forToxlis importi SezRudulia. amjerad ki, iaponelebi
yvelaze originalur arguments gvTavazoben: maTTan sxvanairi
Tovlia, amitom sacigurao aRWurvilobac gansxvavebuli unda iyos.

amavdroulad, qveynebs Soris vaWrobis ganviTarebas garkveuli Zalebi

uwyobs xels. amis magaliTebia tarifebisa da vaWrobis (GATT) Sesaxeb
arsebuli sayovelTao SeTanxmeba da Tavisufali regionaluri vaWrobis sxva
SeTanxmebebi.

msoflio savaWro organizacia da GATT. tarifebisa da vaWrobis sayovelTao

SeTanxmeba (GATT), romelic 56 wels iTvlis, miRebuli iyo tarifebisa da sxva
saerTaSoriso savaWro barierebis Sesamcireblad, msoflio vaWrobis
stimulirebisaTvis. daarsebidan, anu 1948 wlidan, GATT-is wevrma qveynebma
(amJamad 148 qveyana) molaparakebebis rva raundi Caatares, raTa xelaxla
SeefasebinaT savaWro barierebi da daedginaT saerTaSoriso vaWrobis axali
wesebi. molaparakebaTa pirveli Svidi raundis Sedegad, warmoebuli saqonlis
saSualo tarifebi, msoflio masStabiT, 45 procentidan, sul raRac 5
procentamde Semcirda.
aRsaniSnavia,rom urugvais raundis saxeliT cnobili GATT-is molaparakebaTa
cikli Svidi weli gaWianurda da 1993 wels dasrulda. SeTanxmebam globaluri
vaWrobis zrdis grZelvadiani stimulireba moaxdina, amdenad, urugvais raundis
mier motanili sargebeli didi xnis ganmavlobaSi iqneba aRsaniSnavi. am raundis
Sedegad, 30 procentiT Semcirda danarCeni msoflio sasaqonlo tarifebi, ramac
globaluri vaWroba 10 procentiT gazarda, anu, 2002 wlisaTvis, es maCvenebeli 270
miliard dolars gautolda. axalma SeTanxmebam gaafarTova GATT-is moqmedebis
areali; man sasoflo-sameurneo produqcia da momsaxurebis farTo speqtri
moicva, agreTve, gaaZliera saavtoro uflebebis, patentebis, sa-vaWro niSnebisa da
sxva inteleqtualuri sakuTrebis saerTaSoriso dacva.
savaWro barierebis Semcirebisa da saerTaSoriso savaWro standartebis
dawesebasTan erTad, urugvais
turma, GATT-is kanonebis gasaZlie-
reblad, msoflio savaWro organi-
zacia (WTO) Seqmna. WTO-s erT-erTi
upirvelesi amocanaa molaparake-
bebis warmoeba servisis sferoSi
vaWrobis Sesaxeb SeTanxmebis Tao-
baze, rac ukavSirdeba msoflio
vaWrobas sabanko, sadazRvevo da
fasiani qaRaldebiT momsaxurebis
segmentebze. zogadad, WTO moqme-
debs, rogorc organizacia `qolga~,
romelic Tvalyurs adevnebs GATT-s
_ sayovelTao SeTanxmebas vaWro-
basa da momsaxurebebze, aseve
xelSekrulebebs, romlebic marTa-
ven inteleqtualur sakuTrebas.
amasTan, WTO warmoadgens mediators
globalur debatebSi da awesebs
savaWro sanqciebs. es upirate-
sobani adrindel GATT-s ar gaaCnda.
2001 wlis dasasruls, dohaSi (kata-
ri) GATT-is molaparakebebis axali ■ WTO da GATT: tarifebisa da vaWrobis sayovelTao SeTanxmeba (GATT), tar-
raundi DOHA daiwyo, romelic 2005 ifebisa da sxva saerTaSoriso savaWro barierebis SemcirebiT, msoflio vaW-
robas uwyobs xels. WTO-m, romelic zedamxedvelobs GATT-s, 2001 wlis dasa-
wlis ianvarSi dasrulda.
sruls, dohaSi (katari) molaparakebebis axali raundi daiwyo.
522 nawili meoTxe gafarToebuli marketingi

ekonomikuri gaer- Tavisufali regionaluri savaWro zonebi. garkveulma qveynebma Tavisufali

Tianebebi (Economic savaWro zonebi da ekonomikuri gaerTianebebi Camoayalibes, romelTa mizans,
community) saerTaSoriso vaWrobis regulirebisaTvis, erTiani wesebis Seqmna warmoadgens.
qveynebis gaerTiane- erT-erTi aseTi gaerTianebaa `saerTo bazrad~ wodebuli vrogaerTianeba (EU),
ba, romlis mizania
romelic 1957 wels Camoyalibda. misi mizani iyo, arsebuli barierebis
saerTaSoriso vaW-
robis regulirebi- Semcirebis gziT, wevr qveynebs Soris produqciis, momsaxurebis, finansebisa da
saTvis erTiani wese- muSa xelis Tavisufali gadaadgilebis uzrunvelyofa. agreTve, arawevr
bis Seqmna. qveynebTan savaWro politikis ganviTarebiT, erTiani evropuli bazris Seqmna.
dRes, EU warmoadgens msoflios erT-erT umsxviles ganuyofel bazars. 2004
wlamde, igi 15 wevr qveyanasa da 375 milionze met momxmarebels aerTianebda da
msoflio eqsportis 20 procents iTvlida. 2004 wlis Semdeg, mas aRmosavleT
da samxreT evropis 10 axali wevri qveyana daemata. momaval aTwleulSi, ufro
meti evropuli qveyana miiRebs masSi Sesvlis uflebas da EU-Si SesaZloa 28
qveyanam da 481 milionma adamianma
moiyaros Tavi.8
SeerTebul Statebsa da sxva
araevropul firmebs evrogaerTia-
neba uzarmazar savaWro SesaZleb-
lobebs sTavazobs. Tumca, igi gar-
kveul safrTxesac Seicavs.
gaerTianebis zrdasTan erTad,
izrdeba evropuli firmebis sidide
da konkurentunarianoba. Tumca, ev-
ropaSi arsebulma ufro dabalma
savaWro barierebma gareTa kedlebi
SesaZloa kidev ufro ganamtkicos.
zogierTi damkvirveblis warmodge-
niT, `evropis cixesimagre” keTil-
ganwyobilia evrogaerTianebis qvey-
nebisadmi, magram igi gareSe
moTamaSeebs uqmnis iseT dabrko-
lebebs, rogoric aris xisti saim-
porto kvota, adgilobrivi speci-
fikuri moTxovnebi da sxva
arasatarifo barierebi.
■ ekonomikuri gaerTianeba: evrogaerTianeba msoflios erT-erT udides ganu- evropis gaerTianebis procesi
yofel bazars warmoadgens. 2004 wlisTvis, igi 15 wevr qveyanas da 375 milionze
sakmaod nela mimdinareobs – bevri
met momxmarebels aerTianebda da msoflio eqsportis 20 procents iTvlida.
eWvobs, rom igi verasodes miaRwevs
srul unifikacias. Tumca, 1999 wlis
pirvel ianvars, evros saerTo valutad aRiarebiT, 15 wevri qvey-nidan 11-ma
gaerTianebisaken mniSvnelovani nabiji gadadga. 2001 wels, saberZneTi gaxda me-
12 qveyana, romelmac evro miiRo. 2002 wlis 1 ianvari aris TariRi, rodesac
qveynebis erovnuli valutebi, TandaTan, amoRebul iqna xmarebidan da evro
erTaderT valutad iqca. evros miReba evropaSi biznesis warmoebisas
valutasTan dakavSirebul risks bevrad amcirebs, rac susti valutis mqone
wevri qveynebis bazrebs ufro mimzidvels xdis. amasTan erTad, evros zonis
qveynebi imedovneben, rom, valutis gacvlasTan dakavSirebuli dabrkolebebis
moSliT, ganviTardeba sasazRvro vaWroba da wina planze wamoiwevs qveynebs
Soris faswarmoqmnisa da marketingis mixedviT arsebuli sxvaoba.9
marketinguli TvalsazrisiT, evros standartul valutad miRebac ki, anu
ekonomikuri gaerTianebis Seqmna, ver uzrunvelyofs erTgvarovani bazris
Camoyalibebas. naklebad dasajerebelia, rom EU odesme oriaTaswlian
tradicias daarRvevs da `evropis gaerTianebuli Statebi” gaxdeba. erT-erTi
damkvirvebeli aseT kiTxvas svams: `SeuZlia Tu ara evrogaerTianebas, romelic,
sul mcire, 12 enaze laparakobs, da romelsac 2 aTeuli sxvadasxva kultura
gaaCnia, efeqturad Serwyma da muSaoba, rogorc mTlian erTeuls?’’ miuxedavad
imisa, rom SesaZlebelia politikuri da ekonomikuri sazRvrebis rRveva, mainc
SenarCundeba socialuri da ekonomikuri gansxvavebebi; evropaSi kompaniebis
marketingi ki adgilobrivi kanonebis saxifaTo erTobliobis winaSe
aRmoCndeba. da mainc, am nawilobrivi warmatebiT, evropuli gaerTianeba evropas
 Tavi 15 globaluri bazari 523

ufro efeqtur da konkurentul, globalur, saimedo Zalad aqcevs.

ekonomikuri gaerTianeba: evrogaerTianeba msoflios erT-erT udides
ganuyofel bazars warmoadgens. 2004 wlisTvis, igi 15 wevr qveyanas da 375
milionze met momxmarebels aerTianebda da msoflio eqsportis 20 procents
iTvlida.
CrdiloeT amerikaSi amerikis SeerTebulma Statebma da kanadam savaWro
barierebi 1989 wels gaauqmes. 1994 wlis ianvarSi, CrdiloeT amerikis
Tavisufali vaWrobis SeTanxmebis Tanaxmad (NAFTA), SeerTebul Statebs,
meqsikasa da kanadas Soris Tavisufali vaWrobis zona Camoyalibda.
SeTanxmebam Seqmna erTiani bazari 360 milionze meti adamianiT, romlebic
awarmoeben da iyeneben 6.7 trilioni dolaris Rirebulebis saqonelsa da
momsaxurebas. NAFTA, dasaxuli gegmebis sarealizacio 15-wlian periodSi,
gaauqmebs am sam qveyanas Soris arsebul yvela savaWro bariersa da
sainvesticio SezRudvas.
amrigad, SeTanxmebam qveynebs Soris vaWrobis ayvavebas Seuwyo xeli.
yoveldRe, SeerTebul Statebsa da mis udides savaWro partnior kanadas Soris
1 miliardi dolaris Rirebulebis momsaxurebisa da saqonlis urTierTgacvla
mimdinareobs. 1998 wels, meqsikam ukan Camoitova iaponia da amerikis meore
umsxvilesi partniori gaxda. 1993 wlidan, mas Semdeg, rac am SeTanxebas xeli
moewera, sasaqonlo vaWroba meqsikasa da aSS-s Soris gasammagda da dReisaTvis
232 miliard dolars gadaaWarba. NAFTA-s aseTma aSkara warmatebam amerikis
Tavisufali vaWrobis zonis Camoyalibebis sakiTxi daayena (FTAA). es
uzarmazari savaWro zona 34 qveynisagan iqneba Semdgari, beringis srutidan
hornis koncxamde, 800 milioni mosaxliT, 13 trilion dolarze meti mTliani
Sida produqtiTa da 3.4 trilion dolarze meti wliuri msoflio vaWrobiT.
Tavisufali vaWrobis zonebi, aseve, Camoyalibda centralur da samxreT
amerikaSi. magaliTad, MERCOSUR-i, dRes, 6 wevr qveyanas akavSirebs. maT Soris
sruluflebiani wevrebi arian argentina, brazilia, paragvai da urugvai;
asocirebuli wevrebi ki _ Cile da Bbolivia. 200 milionze meti mosaxliTa da
1 trilion dolarze meti mTliani wliuri SemosavliT, es qveynebi, NAFTA-sa da
evrogaerTianebis Semdeg, udides savaWro gaerTianebas qmnian. saubaria EU-sa
da MERCOSUR-s Soris Tavisufali savaWro SeTanxmebebis Seqmnaze,
MERCOSUR-is wevri qveynebi ki saerTo valutis _ mekros _ miRebis sakiTs
ganixilaven.
miuxedvad imisa, rom Tavisufali savaWro zonebis Seqmnis ukanasknel
tendenciebs didi emociebi da axali sabazro SesaZleblobebi moyva, igi
garkveul dabrkolebebsac gulisxmobs. magaliTad, SeerTebul StatebSi
profesiuli gaerTianebebi SiSoben, rom, NAFTA-s gamoCeniT, samrewvelo samuSao
adgilebi, masobrivad, meqsikaSi gadainacvlebs, sadac anazRaureba bevrad
dabalia. garemos damcvelebi ki varaudoben, rom kompaniebi, romlebic cudad
arian ganwyobilni aSS-is garemos dacvis saagentos mkacri wesebis mimarT,
meqsikaSi gadaadgildebian, sadac kanonmdebloba, garemos dabinZurebis
TvalsazrisiT, ufro loialuria.
TiToeul qveyanas unikaluri SesaZleblobebi da maxasiaTeblebi gaaCnia
da saWiroa maTi gaTvaliswineba. qveynis mzadyofna sxvadasxva produqciis
warmoeba-moxmarebisa da momsaxurebisaTvis, agreTve, misi, rogorc ucxouri
bazris, mimzidveloba damokidebulia ekonomikur, politikur-samarTlebriv da
kulturul garemoze.

ekonomikuri garemo
saerTaSoriso marketologebma TiToeuli qveynis ekonomika unda Seiswavlon.
qveynis, rogorc bazris, mimzidvelobas ori ekonomikuri faqtori gansazRvravs:
qveynis industriuli struqtura da misi Semosavlis ganawileba.
qveynis industriuli struqtura gansazRvravs moTxovnilebebs mis
produqciasa da momsaxurebebze, Semosavalebisa da dasaqmebis doneebs.
arsebobs ekonomikuri struqturis oTxi ti pi:
■ saarsebo ekonomika: saarsebo ekonomikis pirobebSi, xalxis didi umravle-
soba martivi soflis meurneobiTaa dakavebuli; isini sakuTari nawarmis ume-
tesobas moixmaren, darCenil produqcias ki martiv saqonelsa da momsaxure-
bebze cvlian. isini mcire sabazro SesaZleblobebs gvTavazoben.
524 nawili meoTxe gafarToebuli marketingi

■ nedleulis eqsportis ekonomika: es ekonomika mdidaria erTi an ramdenime

bunebrivi resursiT, magram mwiria sxva SesaZleblobebis mxriv. maTi
Semosavlis umetesoba am resursebis eqsportidan miiReba. amis magaliTebia
Cile (spilenZi da kala), zairi (spilenZi, kobalti da yava) da saudis arabeTi
(navTobi). es qveynebi kargi bazrebia didi danadgarebis, iaraRebis, sxvadasxva
resursebisa da mZime satransporto saSualebebisaTvis. agreTve, im
SemTxvevaSi, Tu qveyanaSi bevri ucxoeli mosaxlea da arsebobs SeZlebuli
maRali klasi. es qveynebi kargi bazrebia fufunebis sagnebisTvisac.
■ industrializaciis procesSi myofi ekonomika: am ti pis ekonomikis
SemTxvevaSi, warmoebis sfero qveynis ekonomikis 10-20 procents Seadgens.
amis magaliTebia egvi pte, fili pinebi, indoeTi, brazilia da a.S. warmoebis
zrdasTan erTad, qveyana saWiroebs safeiqro nedleulis, liTonisa da mZime
manqana-danadgarebis sul ufro met imports; Sesabamisad, mza qsovilebis,
saqaRalde produqciisa da avtomobilebis nakleb imports. rogorc wesi,
industrializacia qmnis axal mdidar klass da patara, magram mzard,
saSualo klass, romelTac gaaCniaT moTxovna axali ti pis importirebul
saqonelze.
■ industriuli ekonomika: industriuli ekonomika aris warmoebuli saqon-
lisa da sainvesticio fondebis mTvari eqsportiori. aseTi qveynebi
erTmaneTSi yidian saqonels, agreTve, axorcieleben maT eqsports sxva ti pis
ekonomikis qveynebSi, nedleulis an saqonlis naxevarfabrikatebis misaRebad.
industriul qveynebs sxvadasxva samewarmeo saqmianoba da udidesi saSualo
klasi mdidar bazrebad aqcevs nebismieri saxis saqonlisaTvis.
meore ekonomikuri faqtori aris qveynis Semosavlis ganawileba
(distribucia). saarsebo ekonomikis mqone qveynebSi, ZiriTadad, Zalian dabali
Semosavlis mqone ojaxebi cxovroben. amis sapirispirod, industrializebuli
qveynebi Sedgebian dabali, saSualo da maRali Semosavlis mqone ojaxebisgan.
sxva qveynebSi SesaZloa arsebobdnen Zalian dabali an Zalian maRali
Semosavlis mqone ojaxebi. Tumca, xSir SemTxvevaSi, ufro Raribi qveynebisaTvis
damaxasiaTebelia patara, magram maRali Semosavlis mqone, samomxmareblo
segmenti. dabali Semosavlisa da ganviTarebadi ekonomikis pirobebSic ki,
xalxma SesaZloa moiZios im produqciis yidvis gzebi, romelic maTTvis
mniSvnelovania.

magaliTad, filosofiis
profesori nina gladziuki
bevrs fiqrobs, sanam Tavis Zne-
lad mopovebul zlotebs
brwyinvale polonur tansac-
melSi daxarjavs. magram, igi
mainc xarjavs. miuxedavad imisa,
rom 41 wlis gladziuki, or
akademiur samsaxurSi, TveSi mxo-
lod 500 dolars gamoimuSavebs,
mas sayidlebze siaruli uyvars:
es cvlis misi cxovrebis stils,
romelic, wlebis win, mas kom-
unizmma CamoarTva. gasul wleb-
Si, man, varSavis kabaTis tyis
maxloblad, popularul raion-
Si, axali apartamentebi moiwyo;
SeiZina sazRvargareT warmoebu-
li silamazis produqcia da,
universitetis mier dafinanse-
bul seminarze daswrebamde,
■ ganviTarebadi ekonomika: centralur evropaSi kompaniebi emsaxurebian myidve-
lebis axal klass, romelic karg cxovrebaze ocnebobs da yidvaze morgebul
dasvenebis dReebi parizSi
Cvevebs eufleba; romelsac itacebs yvelaferi, dawyebuli dasavluri samomxma- gaatara... aseTia centraluri ev-
reblo saqonliT da damTavrebuli modis ukanaskneli tendenciebiTa da ropis momxmareblebis swrafad
ukanaskneli fiWuri telefonebiT. mzardi klasi, dawyebuli glad-
 Tavi 15 globaluri bazari 525

ziukis ,,TeTrsayeloiani’’ muSakebiT da damTavrebuli budapeStis

fabrikis muSebiTa Tu praRis axalgazrda hi pi profesionalebiT.
ekonomikuri zrdis Sedegad, izrdeba Semosavlebi da yalibdeba
TviTdajerebuloba. wamyvani ekonomikis mqone regionebSi – Cexiis
respublika, ungreTi da poloneTi _ ara marto raodenobrivad izrdebian
myidvelebi, aramed ixveweba maTi moTxovnilebebic. sareklamo saagento
Young&Rubicam-is mixedviT, ungreTSi qveynis mosaxleobis 11 procents
`miswrafebis mqoneTa” kategorias akuTvneben, romlebic karg cxovrebaze
ocneboben da floben yidvis Cvevebs. 30 wlamde asakis yvela Cex,
polonel da ungrel moqalaqeTa daaxloebiT erT mesameds (1.7 milioni
adamiani) itacebs yvelaferi, dawyebuli modis ukanaskneli tendenciebiTa
da kompaqtdiskebiT damTavrebuli.

amrigad, saerTaSoriso marketologebs mouwevT araerTi gamowvevis

gadalaxva imis dasadgenad, Tu ra zemoqmedebas iqoniebs ekonomikuri garemo
maT gadawyvetilebebze globaluri bazris SerCevisa da masze Sesvlis gzebis
Sesaxeb.

politikur-samarTlebrivi garemo
qveynebi erTmaneTisgan TavianTi politikur-samarTlebrivi garemos mixedviTac
gansxvavdebian. rodesac konkretul qveyanaSi biznesis warmoebis
gadawyvetilebas iRebT, gasaTvaliswinebelia, sul mcire, oTxi politikur-
samarTlebrivi sakiTxi: saerTaSoriso Sesyidvebisadmi damokidebuleba,
samTavrobo biurokratia, politikuri stabiluroba da fuladi (monetaruli)
regulirebis sakiTxebi.
saerTaSoriso Sesyidvebisadmi damokidebulebis TvalsazrisiT, zogierTi
qveyana sazRvargareTis firmebisadmi sakmaod lmobieria, zogierTi ki, piriqiT,
sakmaod mtrulad aris ganwyobili. magaliTad, indoeTi ucxour bizness
awuxebs saimporto kvotebiT, savaluto SezRudvebiTa da kompaniis menejmentSi
araindoeli specialistebis procentuli maCveneblis SezRudviT, ris gamoc
aSS-is bevrma kompaniam indoeTi datova. sapirispirod, mezobeli aziis qveynebi
_ singapuri, tailandi, malaizia da fili pinebi _ izidaven investorebs da
waxalisebebiTa da xelsayreli saeqspluatacio pirobebiT uzrunvelyofen
maT.
meore faqtori aris samTavrobo biurokratia – sivrce, sadac maspinZel
mTavrobas, ucxouri kompaniebis dasaxmareblad, efeqturi sistemebi gaaCnia:
sando sabazro informacia, momxmareblis efeqturi marTva da sxva, rac bizne-
sis warmoebas uwyobs xels. rig qveynebSi, zogierTi oficialuri pirisTvis
saTanado gasamrjelos (qrTamis) sanacvlod, savaWro barierebi sakmaod
swrafad qreba, rac amerikelebs SokSi agdebs.
calke sakiTxia politikuri stabiluroba. icvleba mTavrobebi, xandaxan,
Zalismieri formiTac ki. cvlilebebis gareSec, mTavrobam SesaZloa gadawyvi-
tos axal, populistur moTxovnebze reagireba. SesaZloa ganxorcieldes ucx-
ouri kompaniis qonebis gankargvis sxvadasxva formiT cvlileba, misi fuladi
sakuTrebis dablokva an saimporto kvotisa Tu axali valdebulebebis dawe-
seba. arastabilur qveyanaSi biznesis warmarTva saerTaSoriso
marketologTaTvis SesaZloa xelsayrelic aRmoCndes, magram, sabolood,
arastabiluri mdgomareoba gavlenas moaxdens maTi biznesis marTvasa da
finansur sakiTxebze.
da bolos, kompaniebma unda gaiTvaliswinon qveynis fuladi (monetaruli)
regulirebis sakiTxebi. gamyidvelisaTvis mogeba fulad faseulobaSi gamoix-
ateba. idealur SemTxvevaSi, myidveli ixdis fuls gamyidvelis an msoflios
sxva kuTxis valutaSi. sapirispirod, gamyidvelma SeiZleba miiRos e.w.
blokirebuli valuta, romlis qveynidan gatanasac mkacrad krZalavs myid-
velis mTavroba. kargia, Tu gamyidvelebs am qveyanaSi maTTvis saWiro sxva
saqonlis SeZena SeuZlaiT an miRebuli TanxebiT saWiro valutas sxvagan yidu-
loben. savaluto SezRudvebis garda, gamyidvelisaTvis maRal risks qmnis
cvalebadi savaluto kursic.
saerTaSoriso vaWroba, umetes SemTxvevaSi, naRd fulad operaciebs (tran-
526 nawili meoTxe gafarToebuli marketingi

gacvliTi vaWroba zaqciebs) gulisxmobs, magram, bevr qveyanas ar gaaCnia sakmarisi raodenobis
(Countertrade) myari valiuta, sxva qveynebidan Semotanili saqonlis Sesasyidad. maT SesaZloa
saerTaSoriso vaW- angariSsworeba sxva saxiT surdeT, rac, sabolood, egreT wodebuli gacvliTi
roba, romelic moi- vaWrobis zrdas iwvevs. gacvliTi vaWroba mTliani msoflio vaWrobis 20 pro-
cavs saqonlis pir-
cents Seadgens. igi gulisxmobs ramdenime formas: barteri – momsaxurebis an
dapir da arapirda-
pir urTierTgacvlas saqonlis pirdapiri gadacvla. magaliTad, avstralieli xorcis mwarmoebeli
naRdi fulis sanac- Tavis produqcias indoneziur saqonelSi, maT Soris ludSi, cementsa da zeTSi
vlod. cvlis. meore forma aris kompensacia (an gamosyidva), rodesac gamyidveli sxva
qveyanaSi yidis mcenareulobas, aRWurvilobas an teqnologias da Tanaxmaa,
gadasaxadi saboloo produqtis saxiT miiRos. magaliTad, Goodyear CineTs
saWiro masaliT amaragebs da trenings utarebs, sanacvlod ki, dasrulebul
produqts iRebs. kidev erTi forma aris gacvliTi Sesyidva, rodesac gamyid-
veli iRebs srul naRd angariSsworebas, magram Tanaxmaa, am Tanxis garkveuli
nawili, garkveuli periodis ganmavlobaSi, saxelmwifos moaxmaros. magaliTad,
ruseTSi Pepsi sirofs rublebSi yidis da Tanaxmaa, amerikis SeerTebul
StatebSi gasayidad, rusuli warmoebis arayi Stolichnaya Seisyidos.
gacvliTi vaWrobis garigeba SeiZleba Zalian kompleqsuri iyos.
magaliTad, ramdenime wlis win, Daimler-Chryisler-i daTanxmda, rumineTisaTvis 30
satvirTo manqana mieyida ruminuli warmoebis 150 ji pis sanacvlod, romlebic,
Semdeg, ekvadorSi, bananebze gayida, romlebic miyida germanuli supermarkete-
bis qsels germanul valutaSi. am SemovliTi procesis meSveobiT, sabolood,
Daimler Chrysler-ma Tanxa germanul valutaSi miiRo.

kulturuli garemo
TiToeul qveyanas sakuTari normebi da erovnuli wes-Cveulebebi aqvs. glob-
aluri marketinguli strategiebis dagegmvisas, kompaniam unda gaacnobieros,
Tu rogor gavlenas axdens momxmarebelze kultura msoflios sxvadasxva
bazris SemTxvevaSi. agreTve, maT unda esmodeT, Tu ra gavlenas axdens maTi
strategiebi adgilobriv kulturaze.

kulturis gavlena marketingul strategiaze. marketinguli programis dagegm-

vamde gamyidvelma unda ganixilos sxvadasxva qveynis momxmareblis
Sexedulebebi da midgoma garkveuli produqciisadmi. arniSnul sakiTxTan
dakavSirebiT, xSiria siurprizebi. magaliTad, frangi mamakaci, Tavis
meuRlesTan SedarebiT, saSualod, 2-jer met kosmetikur da silamazis
saSualebebs xmarobs. italielebTan SedarebiT, germanelebi da frangebi met
SefuTul da brendirebul spagetis moixmaren. italieli bavSvebi sauzmeze
Sokoladis filas puris naWrebs Soris aTavseben. Tmis gacvenisa da impo-
tenciis SiSiT, tanzanieli qalebi bavSvebs kvercxs ar aWmeven.
kompaniebi, romlebic am gansxvavebebs ugulebelyofen, SesaZloa Zalian
ZviradRirebuli da samarcxvino Secdomebis winaSe aRmoCndnen. ai, magaliTic:

McDonald’s-ma da Coca-Cola-m, TavianT SefuTvaze arabuli droSis

ganTavsebiT, mTeli mahmadianuri samyaro gaanawyenes _ droSaze
warwerilma pasaJma yuranidan gamoiwvia mZafri gancda imisa, rom maTi
saRmrTo werili, sakvebis miRebis Semdeg, nagavSi aRmoCndeboda.
arabul qveynebSi, analogiur viTarebaSi aRmoCnda Nike-i, rodesac
muslimanebma gaaprotestes fexsacmelze ganTavsebuli eleganturi
logo “Air”, romelic arabuli damwerlobiT ikiTxeba, rogorc `alahi”.
Nike-ma, daSvebuli SecdomisaTvis, bodiSi moixada da fexsacmeli
distribuciidan amoiRo.

qveynebis mixedviT gansxvavdeba maTi biznesnormebi da saqcielic. ucxo

qveyanaSi biznesis warmoebamde, biznesmenebma udaod unda gaamaxvilon am
faqtorebze yuradReba. aq moyvanilia magaliTebi sxvadasxva globaluri
biznesqcevis Sesaxeb:
■ saqmiani saubrisas samxreTamerikelebi erTmaneTTan Zalian axlos sxedan an
dganan – faqtobrivad, cxvirebi erTmaneTze aqvT midebuli. amerikeli biz-
nesmenebi ki saubrisas ukan iweven maSin, rodesac samxreTamerikeli axlos
 Tavi 15 globaluri bazari 527

misvlas cdilobs. ASesaZloa maTi Sexvedra

orive mxaris ganawyenebiT damTavrdes.
■ swrafi da mtkice vaWroba, romelic msoflios
araerT qveyanaSi kargad muSaobs, SesaZlebelia
Seuferebeli aRmoCndes iaponiaSi an aziis sxva
qveynebSi. ufro metic, pirispir urTierTobisas,
iaponeli biznesmenebi iSviaTad amboben `aras~.
amrigad, amerikelebisaTvis, xSirad, autanelia,
saqmiani saubris dawyebamde, drois daxarjva
zrdilobian dialogze, amindze an sxva Temebze.
rodesac amerikelebi swrafad gadadian saqmeze,
es iaponeli biznesaRmasruleblebisaTvis
SesaZloa Seuracxmyofeli aRmoCndes.
■ safrangeTSi biTumad movaWreebs ar aqvT pro-
duqtis stimulirebis survili. isini miwodebas
sacalo movaWreebis survilis gaTvaliswinebiT
axorcieleben. Tu amerikuli kompania Tavis
strategias frangi biTumad movaWre korpo-
raciis stimulirebis irgvliv aagebs, igi marcxs
unda elodos.
■ rodesac amerikeli biznesmenebi erTmaneTSi sav-
izito baraTebs cvlian, TiToeuli maTgani,
rogorc wesi, mas zereled uyurebs da Semdgomi
gamoyenebisaTvis jibeSi idebs. magram, iaponiaSi
biznesmenebi, Sexvedrisas, erTmaneTis savizito
baraTebs gulmodgined swavloben _ ukvirdebian
am baraTis mflobelis kompaniaSi poziciasa da
rangs. isini savizito baraTs iseTive
pativiscemiT ekidebian, rogorc TviTon mis
mflobels. agreTve, isini TavianT baraTs, pirvel ■ kulturuli niuansebis ugulebelyofam SesaZloa samar-
rigSi, gadascemen im pirovnebas, romelsac yve- cxvino Secdoma dagvaSvebinos. rodesac Nike-ma Seityo, rom
laze did mniSvnelobas aniWeben. mis fexsacmelze ganTavsebuli eleganturi logo "Air", ara-
produqtis saerTaSoriso arenaze ganTavse- buli damwerlobiT, ikiTxeba, rogorc `alahi", man daSvebu-
li SecdomisaTvis bodiSi moixada da fexsacmeli distri-
bisas, kompaniebs, romlebsac kulturuli niuansebi
buciidan amoiRo.
esmiT, SeuZliaT imave simboloebis upiratesobaTa
gamoyeneba. ganvixiloT magaliTebi:

amJamad, indoeTSi aseTi satelevizio reklama gadis: deda

sizmarSi xedavs fifqias kabaSi gamowyobil axalgazrda qaliSvils,
romelic silamazis konkursze cekvavs. misi mSvenieri kaba TovliviT
TeTria, sxva metoqeebi ki ufro ruxi feris tansacmelSi arian
gamowyobilebi. gasakviri ar aris, rom cisfer bafTas fifqia igebs.
sakuTari ojaxiT aRtacebuli deda gaRimebli saxiT iRviZebs da
siamayiT uyurebs sarecx manqanas Whirpool White Magic. es satelevizio
reklama Whirpool-is mier Catarebuli indoeli momxmareblis 14-Tviani
kvlevis Sedegia. bevr sxva ramesTan erTad, Whirpool-ma aRmoaCina, rom
indoeli diasaxlisebi afaseben higienasa da sisufTaves da mas TeTr
fers ukavSireben. magram, adgilobrivi wyliT xSiri recxvis gamo,
TeTri tansacmeli xSirad fers icvlis. am reklamiT, Whirpool-ma
momxmarebels, sisufTavis siyvarulisken mowodebis garda, iseTi
sarecxi manqanebi SesTavaza, romlebic TeTr qsovils gansakuTrebiT
kargad recxaven. Whirpool amaze ar SeCerebula. misi nayofieri
waxalisebebis wyalobiT, aTasobiT sacalo movaWre yidis mis
saqonels. qveynis TiToeul kunWulTan dasakavSireblad, igi iyenebs
indoeTis 18 enis mcodne kontraqtorebs, romlebic gadasaxads naRdi
angariSsworebiT agroveben da mowyobilobis miwodebas satvirTo
manqanebiT, velosi pedebiTa da urmebiTac ki axorcieleben. 1996 wlis
Semdeg, Whirpool-is gayidvebi indoeTSi naxtomiseburad gaizarda da 80
procents gautolda, mosalodnelia, rom es maCvenebeli 200 milion
528 nawili meoTxe gafarToebuli marketingi

■ globaluri kulturuli garemo: kulturuli niuansebis SeswavliT Whirpool avtoma-

turi sarecxi manqanebis indoeTis swrafad mzardi bazris wamyvan brendad iqca. man
gamouSva manqanebi, romlebic TeTr tansacmels siTeTres matebs.

dolars miaRwevs. dRes, avtomaturi sarecxi manqanebis indoeTis

swrafad mzard bazarze Whirpool wamyvani brendia.

amrigad, kulturuli tradiciebis, upiratesobebisa da qcevebis Seswavla

kompaniebs ara marto samarcxvino Secdomebis Tavidan acilebaSi exmareba,
aramed maT kulturaTaSorisi SesaZleblobebis upiratesobiT sargeblobis
saSualebas aZlevs.

marketinguli strategiis gavlena kulturaze. maSin, rodesac zogierTi

marketologi Tavis globalur marketingul strategiebze kulturis
zegavlenas ufrTxis, sxvebi SesaZloa globalur kulturaze marketinguli
strategiebis zegavleniT iyvnen SeSfoTebulni. magaliTad, zogierTi
kritikosi amtkicebs, rom `globalizacia”, realurad, `amerikanizacias” niSnavs.
isini SiSoben, rom rac ufro meti adamiani miiwevs msoflioSi amerikuli
kulturisa da maTi cxovrebis stilisaken (ikvebebian msgavsi sakvebiT,
sargebloben analogiuri maRaziebiT da uyureben imave satelevizio filmebs)
miT ufro meti maTgani kargavs kulturul individualizms. igive kritikosebi
amtkiceben, rom amerikuli faseulobebisa da produqciis zegavlena iwvevs sxva
kulturebis gamofitvas. es procesi msoflios dasavlur iers aniWebs. (ix.
marketingi muSaobis procesSi 15.1)

■❚ saerTaSoriso asparezze gasvlis gadawyvetileba

kompaniis gadarCenisaTvis yovelTvis ar aris saWiro iseTi riskis gaweva,
rogoric saerTaSoriso bazarze gasvlaa. magaliTad, adgilobrivi biznesebis
umravlesoba sabazro saqmianobas warmatebiT mxolod adgilobriv bazarze
awarmoebs. samSobloSi muSaoba ufro advili da usafrTxoa. menejerebs ar
sWirdebaT sxva qveynebis enebisa da kanonebis Seswavla, ar aqvT Sexeba
cvalebad valutasTan, isini ar upirispirdebian sxva qveynebis politikur da
samarTlebriv sirTuleebs da ar saWiroeben TavianTi produqciis sxvadasxva
qveynis momxmareblis moTxovnilebebsa da molodinze morgebas. Tumca,
globalur industriebSi momuSave kompaniebma, sadac maT strategiul
poziciebs konkretul bazrebze mniSvnelovnad gansazRvravs maTi saerTo
 Tavi 15 globaluri bazari 529

marketingi muSaobis procesSi 15.1

globalizacia amerikanizaciis winaaRmdeg _ aqvs
Tu ara globalizacias Mickey Mouse-is yurebi?
dRes, bevri kritikosisaTvis davis
sagani xdeba is, rom udidesi ameri-
kuli kompaniebi, rogorebic arian
McDonald’s, Coca-Cola, Nike, Microsoft,
Disney da MTV, ara marto TavianTi
brendebis globalizacias, aramed
msoflio kulturis amerikanizacia-
sac axorcieleben. tomas fridmani
Tavis wignSi `leqsusi da zeTisxi-
lis xe” acxadebs, rom: `globaliza-
cias, dRes, Mickey Mouse-is yurebi
aqvs, Pepsi-sa da Coke-s svams, Big
Macs-s miirTmevs, IBM PC-ze angari-
Sobs da Windows-s iyenebs.”
kritikosebs aRelvebT is faqti,
rom am tendencias qveynebis kultu-
ruli individualobis dakargva moy-
veba. indoeli Tineijerebi televi-
zors uyureben da mSoblebisgan
dasavluri modis tansacmelsa da
amerikuli popkulturisa Tu sxva
Rirebulebebis simboloebs iTxoven.
CrdiloeT italiaSi bebiebi ukve
aRar dadian adgilobriv marketebSi
xorcis, purisa Tu sxva produqtis
sayidlad. amis nacvlad, isini Wal-
Mart-is supermarketebSi vaWroben.
saudis arabeTSi qalebi amerikul
filmebs uyureben da sazogadoebriv
funqciebs moiTxoven. CineTis bazarze,
Starbucks-is gamoCenamde, yavas aravin
svamda; axla ki Cineli momxmarebeli
Starbucks-is maRaziisken miiCqaris,
radgan igi cxovrebis axali stilis
simbolod iqca. pekinSi, sadac
McDonald’s-is 80 restorani funqcioni-
rebs, bavSvebis TiTqmis naxevari am
qsels erovnul brendad miiCnevs.
amerikeli reportiori iaponiidan
iwereba:
sul male, aziuri ojaxi ameri-
kuli bankidan fuls gamoitans da
Wal-Mart-is savaWro centrisken gae-
marTeba, sadac misTvis sasurveli
yvela produqtiT (rogorebicaa,
magaliTad, Fritos-isa da Snickers-is
produqcia) Ford-is firmis manqanas
datvirTavs da, iqidan wamosuli,
amerikul kinoTeatrTan Disney-is
ukanaskneli filmis sanaxavad Se-
Cerdeba. saxlSi dabrunebuli ki,
IBM-is kompiuterze, Microsott-is
programebis gamoyenebiT, internet-
Si Seamowmebs aSS-Si ganTavsebul
saziaro safondo angariSs. amas
azielebi uyureben, rogorc ameri-
kelebis `survils, daasamaron azi-
uri Rirebulebebi” da amiT ukmayo-
filoni arian.
axlaxan, analogiurma sakiTxebma
warmoqmna mwvave reaqcia amerikuli
globalizaciis winaaRmdeg. bevr
saerTaSoriso bazarze aSS-is kar-
gad cnobili brendebi boikotisa da
protestis samizned iqca. maSin, ro-
desac anti-amerikuli sentimenta-
loba piks aRwves, antiglobalistebi
msoflios sadao Temad aqceven iseT
kompaniebs, rogorebic arian
McDonald’s, Coca-Cola da KFC, rogorc
amerikuli kapitalizmis simboloebs.
magaliTad, 2001 wels 11 seqtembris
teraqtis Semdeg, rodesac amerikam
avRaneTze miitana ieriSi, pakistanSi,
indoeTsa Tu msoflios sxva adgi-
lebSi gaxsnili McDonald’s-isa da
KFC-is restornebi daangries. pakis-
tanSi, karaCiSi, aTasobiT protestan-
ti amerikis sakonsulosTan Seikriba
simReriT `sikvdili amerikas.” ro-e-
sac policiam maT winaSe barikadebi
aRmarTa da cremlsadeni gazic ki
gamoiyena, `maT ieriSis saukeTeso
gza airCies”. polkovnikma sanderma
SemTxvevis adgilidan aseTi komen-
tari gaakeTa: `sulac ar hqonia mniS-
vneloba imas, rom KFC-is 18 maRazii-
dan 1 pakistanelebis sakuTreba iyo.
KFC-is wiTeli, TeTri da lurji
logo amis sakmarisi damamtkicebeli
faqtia.” vidre policia maT gabru-
nebas SeZlebda, protestantebma maRa-
ziebs cecxli waukides.

globaluri marketingis gavlena kulturaze: zogjer, imis gancda, rom ,,globalizacia~, realurad, ,,amerikaniza-
cias~ niSnavs, iwvevs negatiur reaqcias da amerikuli kompaniebis globaluri politikis winaaRmdeg gamosvlebs.
gagrZeleba ix. gv. 530
530 nawili meoTxe gafarToebuli marketingi

aseTi imijis miuxedavad, globa-
lizaciis momxreebi amtkiceben, rom
`amerikanizacia” ukve dromoWmuli
koncefciaa. gamokvlevebiT dastur-
deba, rom globalizaciam SeiZleba
gansxvavebuli kulturebi daakav-
Siros, magram igi maT ar gaauqmebs,
piriqiT, kulturaTa gaziareba
ormxrivi procesia:
afrikis momxmarebels Hindi-s
miuziklebisken ufro aqvs midre-
kileba, vidre MTV-sken. TviT ame-
rikeli bavSvebic ki mieCvivnen
aziur kulturul nawarms. bevri
mSobeli ukve icnobs Power
Rangers-s, Tamagotchi-sa da Pokemon-
s, Seya-sa da Nintendon-s; dReisaT-
vis, inglisuri kibersivrcis do-
minant enad rCeba da internetmom-
xaxurebis SesaZlebloba e.w. mesame
msoflios axalgazrdebs amerikul
kulturasTan ziarebis did SesaZ-
leblobas aZlevs. amave teqnolo-
giiT, balkaneTis qveynebis stu-
dentebs SeuZliaT distanciurad
iswavlon aSS-Si, gaecnon Webcast-
is axal ambebs, mousminon musikas
bosniidan da serbiidan. farTo-
zoliani komunikaciis wyalobiT,
ucxouri mediaprodiuserebi sate-
levizio programebsa Tu filmebs,
sasazRvro barierebis gadalaxvis
gareSe, pirdapir amerikel momxma-
rebels awvdian.
amgvarad, amerikulma kompaniebma
gaacnobieres, rom, sazRvargareT war-
matebis misaRwevad, isini ufro unda
moergon adgilobriv kulturul Ri-
rebulebebsa da tradiciebs, vidre
sakuTari moaxvion Tavs. McDonald’s-
is generaluri direqtori jek grin-
bergi aRniSnavs, rom McDonald’s-i
aris `decentralizebuli, ... adgi-
lobrivi sakuTrebis maRaziebis qse-
li, romelic kargad egueba da, aseve,
kargad ergeba adgilobriv piro-
bebs.” kompania cdilobs, waaxalisos
franCaizebi, raTa maT meniuSi adgi-
lobrivi gemovnebis Sesatyvisi ker-
Zebi Seitanon. aseTebia: Maharaja Mac
indoeTSi (romelic mzaddeba cxvris
xorciT), Tatsuta Burger _ iaponiaSi,
McPork Nurger _ tailandSi, McTempeh
Murger _ indoneziaSi (damzadebuli
moduRebuli soiosagan). bombeisa da
deliSi McDonald’s-is menius 75 pro-
centi adgilobrivad aris SemuSave-
buli
analogiurad, pervel etapze, pari-
zis Disneyland-ma warmatebas ver
miaRwia, radganac man adgilobrivi
Rirebulebebi ar gaiTvaliswina. Euro
Disney-is xelmZRvaneli jei rasulo
ambobs: `Tavdapirvelad, vfiqrobdiT,
rom yovelive es Disney-saTvis sak-
marisi iyo. axla ki vaanalizebT, rom
Cvens stumrebs adgilobrivi kul-
turisa da Rirebulebebis CarCoSi
unda movemsaxuroT”. amis gaanali-
zebam da, SemdegSi, gamoyenebam pari-
zis Disneyland-i evropaSi sanaxao-
baTa upirveles centrad aqcia. igi
Tavad eifelis koSkze metad popu-
laruli gaxda. sanaxaobaTa parki,
axla, yovel weliwads, 13 milionze
met stumars izidavs. axlaxan, Disney-
m warmoadgina axali kinoTematikis
parki, romelic parizis Disneyland-
Tan SeTanxmebulad imoqmedebs. axa-
li parki Disney-s gasarTobebsa da
atraqcionebs evropuli filmis is-
toriasTan azavebs. animaciis isto-
riis aRsaniSnavad, SouSi Disney-s
animaciuri gmirebi eqvs enaze saub-
roben. animaciuri filmebs mSob-
liur enebze ucxoeli varskvlavebi
axmovaneben, maT Soris jeremi airon-
si, izabela roselini da nastasia
kinski.
amgvarad, aqvs Tu ara globali-
zacias Mickey Mouse-is yurebi? ro-
gorc aRmoCnda, amerikul kulturas
ufro meti tvirTis zidva SeuZlia,
vidre sxva qveynebs _ amerika kul-
turis msoflio eqsportioria. mag-
ram globalizacia ormxrivi quCaa.
rogorc erTi eqsperti xsnis, `Tu
globalizacias Mickey Mouse-is yu-
rebi aqvs, mas franguli beretic axu-
ravs, Nokia-s firmis telefonzec
saubrobs da Sony-s pleiersac
usmens.”
wyaroebi: Quotes and other information from
Thomas L. Friedman, The Lexus and the Olive Tree:
Understanding Globalization (New York: Anchor
Books, 2000); Karl Moore and Alan Rugman, “Does
Globalization Wear Mickey Mouse Ears?” Across the
Board, January–February 2003, pp. 11–12; Walter
LaFeber, Michael Jordan and the New Global
Capitalism (New York: Norton, 1999), p. 23; Moises
Naim, “McAtlas Shrugged,” Foreign Policy, May–June
2001, pp. 26–37; Suh-Kyung Yoon, “Look Who’s
Going Native,” Far Eastern Economic Review,
February 1, 2001, pp. 68–69; Elisabeth Rosenthal,
“Buicks, Starbucks and Fried Chicken. Still China?”
New York Times, February 25, 2002, p. A4; Brian
O’Keefe, “Global Brands,” Fortune, November 26,
2001, pp. 102–110; Susan Postlewaite, “U.S. Marketers
Try to Head Off Boycotts,” Advertising Age, March 31,
2003, pp. 3, 90; Henry Jenkins, “Culture Goes Global,”
Technology Review, July–August 2001, p. 89; Paulo
Prada and Bruce Orwall, “A Certain ‘Je Ne Sais Quoi’
at Disney’s New Park—Movie-Themed Site Near Paris
Is Multilingual, Serves Wine, and Better Sausage
Variety,” Wall Street Journal, March 12, 2002, p. B1;
and “Euro Disney S. C. A.,” Hoover’s Company
Capsules, Austin, July 2003, p. 90721.

globaluri poziciebi, warmatebis misaRwevad, mTeli msoflios masStabiT unda

gawion konkurencia.
kompaniebi saerTaSoriso arenaze ramdenime faqtoris gamo gadian.
globalur konkurentebs, saSinao bazarze, SeuZliaT kompanias dartyma
miayenon, ukeTesi produqciis an dabali fasebis SeTavazebiT. aRniSnul
bazarze kompanias SesaZloa mouxdes am konkurentebis kontrSeteva, raTa
SezRudos maTi resursebi; agreTve, kompaniam SesaZloa aRmoaCinos ucxouri
bazrebi, romlebic, saSinao bazrebTan SedarebiT, ufro sargebliani iqneba.
aseve, SesaZloa saSinao bazari stagnaciasa da Seviwroebas ganicdides;
amasTan, masStaburi ekonomiis misaRwevad, ufro farTo momxmarebelTa bazis
mocva iyos saWiro. da bolos, SesaZlebelia kompaniis momxmarebeli qveynis
sazRvrebs gareT imyofebodes da saerTaSoriso momsaxurebas saWiroebdes.
sazRvargareT gasvlamde, kompaniam ramdenime sarisko faqtori unda
Seafasos da, globaluri saqmianobis SesaZleblobebis Sesamowmeblad, bevr
kiTxvas gasces pasuxi. SeuZlia Tu ara kompanias Seiswavlos sxva qveynis
myidvelebis prioritebebi da maTi qcevis princi pebi? SeuZlia Tu ara mas
SedarebiT mimzidveli produqciis SeTavazeba? SeZlebs sxva qveynis
bizneskulturebTan Seguebas da ucxoel partniorebTan efeqturi garigebebis
warmoebas? aucilebelia Tu ara kompaniis menejerebisaTvis saerTaSoriso
 Tavi 15 globaluri bazari 531

gamocdileba? unda gaiTvaliswinos Tu ara menejerma sxva qveynebis

kanonmdeblobisa da politikuri garemos zegavlena?
saerTaSoriso bazarze Sesvlis sirTuleebisa da sarisko faqtorebis
gamo, sanam raime ZaldatanebiTi situacia an RonisZieba ar iCens Tavs,
kompaniebi Tavs arideben globalur asparezze gasvlas. gayidvebis
sazRvargareT warmoeba kompanias SeiZleba mosTxovos saSinao eqsportiorma,
ucxoelma importiorma an ucxoeTis mTavrobam. SesaZlebelia kompania
gadaitvirTos Warbi warmoebiT da misi saqonlisaTvis damatebiTi bazrebis
moZieba gaxdes saWiro.

■❚ gadawyvetileba miReba
romel bazarze SevideT
sazRvargareT gasvlamde, kompaniisaTvis umjobesi iqneba, Tu igi Tavisi
saerTaSoriso marketinguli miznebisa da politikis gansazRvras Seecdeba.
man unda gadawvitos, ra moculobis ucxouri gayidvebis warmoeba surs.
ucxoeTSi gasvlas bevri kompania patara nabijebiT iwyebs. zogierTi maTgani
mcire masStabebis SenarCunebas gegmavs, radgan, maTi gadmosaxedidan,
saerTaSoriso gayidvebi maTi biznesis mcire nawilia. zogierT kompanias ki
ufro didi gegmebi aqvs, radgan igi saerTaSoriso bazars Tavisi saSinao
bazris Tanasworad an ufro mniSvnelovnadac aRiqvams.
agreTve, kompaniam unda gansazRvros im qveynebis raodenoba, sadac igi
sabazro saqmianobas ganaxorcielebs. xSir SemTxvevaSi, qveyanaSi swrafad
Sesvlisas maT sifrTxile marTebT, raTa ar moxdes Zalebis gafantva an maTi
SesaZleblobebis gadameteba. magaliTad, miuxedavad imisa, rom yoveldRiuri
moxmarebis saqonlis kompania Amway axal bazrebze saocari siswrafiT Sedis,
es aris Sedegi sazRvargareT misi xangrZlivi qmedebebisa.

samezobloebze agebuli pirdapiri gayidvebis qseliT cnobilma

kompania Amway-m, 1971 wels, Tavisi SesaZleblobebi avstraliaSi
gaafarTova _ qveyanaSi, romelic amerikis SeerTebuli Statebidan
yvelaze daSorebulia, magram, amavdroulad, masTan yvelaze meti
msgavseba aqvs. 1980-ian wlebSi, Amway 10-ze met qveyanaSi Sevida da, mas
Semdeg, swrafi tempiT daiwyo zrda. 1994 wels, Amway mtkiced
dafuZnda 60 qveyanaSi, maT Soris ungreTSi, poloneTisa da Cexiis
respublikebSi. amas moyva mniSvnelovani warmatebebi iaponiaSi, CineTsa
da aziis sxva qveynebSi. indoeTSi kompania 1998 wels Sevida. dRes,
Amway Tavis produqcias 80 qveyanaSi yidis da kompaniis mTliani
mogebis 70 procenti misi saerTaSoriso saqmianobis Sedegia.

Semdeg, kompaniam unda SearCios im qveynebis

tipebi, sadac apirebs Sesvlas. qveynis mimzid-
veloba damokidebulia produqciaze, geografiul
faqtorebze, Semosavalze, mosaxleobaze, politikur
klimatsa da sxva faqtorebze. gamyidvelma SesaZ-
loa garkveuli qveynebis jgufebs an msoflios
nawilebs mianiWos upiratesoba. ukanasknel wleb-
Si, bevri axali bazari warmoiSva, mniSvnelovani
SesaZleblobebiTa da gamowvevebiT.
saerTaSoriso bazrebis SerCevis Semdeg,
kompaniam unda moaxdinos TiToeulis klasifi-
kacia da ranJireba. ganvixiloT Semdegi magaliTi:

masobriv realizaciaze orientirebuli

bevri marketologi ocnebobs CineTSi (1.3
miliardze meti adamiani) gayidvebis warmoe-
baze. magaliTad, kbilis pastis udides msof-
lio bazarze kontrolis mopovebis ZiebaSi,
Colgate-i gadamwyvet brZolas CineTSi awar-
moebs. jagrisis iSviaTad momxmarebeli es
■ Colgate-is gadawyvetileba, Sesuliyo CineTis uzarmazar
bazarze, sakmaod pirdapiria. stimulirebisa da ganaTle-
bis agresiuli programebis gamoyenebiT, Colgate-ma, sul
raRac 10 welze mcire periodSi, Tavisi sabazro wili 7-
dan 35 procentamde gazarda.
532 nawili meoTxe gafarToebuli marketingi

cxrili 15.1 sabazro potencialis indikatorebi

demografiuli maxasiaTeblebi
ganaTleba
mosaxleobis sidide da zrda
mosaxleobis asaki
geografiuli maxasiaTeblebi
klimati
qveynis sidide
mosaxleobis simWidrove _ qalaqis, soflis
satransporto struqtura da bazris
misawvdomoba
ekonomikuri faqtorebi
GDP _ mSp-is sidide da zrda
Semosavlis distribucia
industriuli infrastruqtura
bunebrivi resursebi
finansuri da adamianuri resursebi
socialur-kulturuli faqtorebi
momxmarebelTa cxovrebis stili, rwmena
da faseulobebi
biznesis normebi da midgomaebi
socialuri normebi
enebi
politikuri da samarTlebrivi faqtorebi
erovnuli prioritetebi
politikuri stabiluroba
mTavrobis damokidebuleba globaluri
vaWrobisadmi
mTavrobis biurokratia
savaluto da savaWro regulireba

qveyana did potencials gvTavazobs. CineTis soflis macxovreblebis

mxolod 20 procenti ixexavs yoveldRe kbilebs, amitom, Colgate-i da
misi konkurentebi maT, gegmiuri stimulirebisa da ganmanaTlebluri
programebis saSualebiT, agresiulad uteven; amisaTvis ki iyeneben
sareklamo kampaniebs, dadian adgilobriv skolebSi da afinanseben
piris Rruze zrunvis kvleviT samuSaoebs. aseTi aqtivobebis
meSveobiT, am 350 milion dolarian bazarze, miuxedavad Unilever-isa da
P&G Crest-is aRiarebul brendebTan konkurenciisa, Colgate-ma Tavisi
sabazro wili (romelic 1995 wels 7 procents utoldeboda),
dReisaTvis, 35 procentamde gazarda.

Colgate-is gadawyvetileba, Sesuliyo CineTis bazarze, marTlac rom, martivi

da pirdapiria: CineTi aris uzarmazari bazari mZlavrad fexmokidebuli
konkurentebis gareSe. jagrisis momxmareblebis dabali maCveneblis pirobebSi,
es uzarmazari bazari SeiZleba kidev ufro gaizardos. Tumca, Cven mainc
SegviZlia vikiTxoT, CineTis SerCevisTvis sakmarisi mizezia Tu ara mxolod
bazris zoma? Colgate-ma sxva faqtorebic unda gaiTvaliswinos: SeinarCunebs
Tu ara CineTis mTavroba stabilurobas da mxardaWeris survils?
uzrunvelyofs Tu ara CineTi Colgate-is produqciis momgebiani warmoebisa da
gayidvisaTvis saWiro sawarmoo da sadistribucio teqnologiebs? SeZlebs Tu
ara Colgate-i kulturuli barierebis daZlevas da Cineli mosaxleobis
darwmunebas, rom maT kbilebi regularulad unda gaixexon? SeZlebs Tu ara
Colgate-i sxva aTobiT adgilobriv konkurentTan Semdgom efeqtur
konkurencias? Colgate-is warmateba CineTSi gvarwmunebs, rom mas yvela am
kiTxvaze dadebiTi pasuxis gacema SeuZlia. da mainc, kompaniis momavali
CineTSi gaurkvevlobiTaa aRsavse.
SesaZlo globaluri bazrebis klasifikacia ramdenime faqtoris
gaTvaliswinebiT unda moxdes, maT Soris aris bazris zoma, bazris zrda,
biznesis warmoebis xarjebi, konkurentuli upiratesoba da riskis done.
TiToeuli bazris potenciali im maCveneblebis gamoyenebiT unda
ganisazRvros, romlebic 15.1 cxrilSia mocemuli. mxolod amis Semdeg unda
gadawyvitos marketologma, Tu romeli bazari sTavazobs yvelaze did,
xangrZliv ukugebas gaweul investiciaze.
 Tavi 15 globaluri bazari 533

s u r a T i 15.2
bazarze Sesvlis
strategiebi

■❚ gadawyvetileba miReba
rogor SevideT bazarze
rodesac kompania gayidvebis ucxour qveynebSi ganxorcielebas gadawyvets, man
unda gansazRvros SeRwevis saukeTeso meTodi _ arCevani unda gaakeTos
eqsportirebas, erTobliv warmoebasa da pirdapir investicias Soris. suraTi
15.2 bazarze Sesvlis sam strategias gviCvenebs. rogorc suraTidan Cans,
TiToeuli warmatebuli strategia, met valdebulebasa da riskTan erTad, met
kontrolsa da potenciur sargebels gulisxmobs.

eqsportireba
ucxour bazarze Sesvlis umartivesi gza eqsportirebaa. kompanias, drodadro, eqsportireba
SeuZlia Tavisi Warbi produqciis pasiurad eqsportireba. aseve, garkveul (Exporting)
bazarze Tavisi eqsportis gasafarToeblad, man SeiZleba aqtiuri valdebuleba ucxo qveynis bazar-
aiRos. nebismier SemTxvevaSi, kompania Tavis produqcias mTlianad Tavis ze kompaniis mier
samSobloSi awarmoebs. mas es saqoneli saeqsporto bazarze SeuZlia gaitanos adgilobrivi warmoe-
an ar gaitanos; amasTan, saeqsporto produqciis modernizeba moaxdinos an ar bis produqciis
realizacia.
moaxdinos. eqsporti gulisxmobs mcireoden cvlilebas kompaniis produqciis
seriaSi, warmoebis organizaciaSi, investiciaSi an misiaSi.
rogorc wesi, kompaniebi arapirdapiri eqsportirebiT iwyeben – muSaoba
damoukidebeli saerTaSoriso marketinguli Suamavlebis meSveobiT.
arapirdapiri eqsportireba nakleb investicias saWiroebs, radgan firmebi
zRvis iqiTa realizatorebsa da kontaqtebs ar saWiroeben. igi nakleb risksac
gulisxmobs. saerTaSoriso marketingul Suamavlebs – saSinao saeqsporto
vaWrebsa an agentebs, korporaciul organizaciebs da eqsportis marTvis
kompaniebs – urTierTobebSi nou-hau (know-how) da momsaxureba SemoaqvT,
amitom, rogorc wesi, gamyidveli nakleb Secdomas uSvebs.
gamyidvelebs SeuZliaT pirdapiri eqsportirebisken gadanacvleba, iqedan
gamomdinare, Tu ramdenad marTavs kompania sakuTar eqsports. garkveulwilad,
am strategiaSi investiciisa da riskis meti albaToba arsebobs, magram aseTive
maCvenebelia potenciur mogebasTan dakavSirebiTac. pirdapiri eqsportirebis
marTva kompanias ramdenime meTodis saSualebiT SeuZlia: saSinao eqsportis
departamentis daarsebiT, romelic ganaxorcielebs saeqsporto saqmianobas;
gayidvebis ucxouri filialis CamoyalibebiT, romelic uxelmZRvanelebs
gayidvebs, distribuciasa da SesaZlo stimulirebasac ki. gayidvebis filiali
ukeTesad warmoadgens gamyidvels da ucxour bazarze programis meti
kontrolis saSualebas aniWebs mas; igi, xSirad, saCvenebeli centris an
momxmareblis momsaxurebis centris kontrols axorcielebs. biznesis erToblivi wamowyeba
moZiebis mizniT kompanias, greTve, SeuZlia sakuTari realizatorebis (Joint venturing)
sazRvargareT gagzavna. da bolos, kompanias eqsportirebis ganxorcieleba ucxour bazrebze
SeuZlia ucxoeli distributorebis saSualebiT, romlebic yiduloben da gasvla ucxour kom-
floben saqonels, an ucxoeli agentebis meSveobiT, romlebic saqonels paniebTan dakav-
kompaniis sasargeblod yidian. Sirebis saSualebiT,
produqtis warmoe-
bis an servisis da
erToblivi wamowyeba ukve warmoebuli
ucxour bazarze Sesvlis meore meTodi aris erToblivi wamowyeba – momsax- produqciis bazarze
urebis, produqciis warmoebisa da misi bazarze gatanis mizniT, ucxour gatanis mizniT.
534 nawili meoTxe gafarToebuli marketingi

licenzireba (Licensing) kompaniebTan gaerTianeba. erToblivi wamowyeba eqsportisagan imiT gansx-

ucxour bazarze Ses- vavdeba, rom, am SemTxvevaSi, kompania maspinZeli qveynis partniorTan erTiandeba,
vlis meTodi, risTvi- dasaxuli gayidvebis an sabazro saqmianobis sazRvargareT gansaxorciele-
sac kompania ukavSir- blad. pirdapiri investiciisgan ki gansxvavdeba imiT, rom ayalibebs
deba ucxour bazarze
gaerTianebas ucxouri qveynis romelime kompaniasTan. arsebobs erToblivi
arsebul licenziants
da sTavazobs, moipo- wamowyebis oTxi ti pi: licenzireba, xelSekruleba warmoebaze, xelSekruleba
vos ufleba, isargeb- marTvaze da erToblivi sakuTreba.
los sawarmoo proce-
sebiT, savaWro markiT, licenzireba. mewarmisTvis saerTaSoriso bazarze Sesvlis martivi gzaa. kom-
patentiT, sawarmoo sai- pania ucxour bazarze licenziantTan aformebs xelSekrulebas. specialuri
dum-loebiTa Tu sxva salicenzio gadasaxadis safuZvelze, licenzianti yidulobs kompaniis same-
faseulobebiT, specia- warmeo process, savaWro niSnebs, patents, warmoebis saidumlos an sxva
luri salicenzio ga- faseulobaTa flobis uflebas. samagierod, kompania bazarze naklebi riskiT
dasaxadis safuZvelze. Sedis; licenzianti ki, sawyisi Zalis-
xmevis gareSe, sargeblobs warmoebis
eqspertiziT, cnobili saxeliT an pro-
duqtis warmoebis saSualebiT.
Coca-Cola saerTaSoriso vaWrobas,
mTel msoflioSi, Tavisi Camomsxmelebis
licenzirebiTa da produqtis warmoebi-
saTvis saWiro sirofiT momaragebis
safuZvelze axorcielebs. iaponiaSi
Budweiser-is ludi Kirin-is ludis qar-
xnidan modis, Lady Borden-is nayinis war-
moeba Meiji Milk Product-is sarZeve fermaSi
mimdinareobs, Marlboro-s sigaretebis sa-
warmoo seriis Sexveva ki Japan Tobacco-
Si xdeba. kanadaSi, avstraliaSi, axal
zelandiasa da safrangeTSi eleqtro-
nulma brokerulma firma E*TRADE-ma,
licenziis TanxlebiT, Seqmna E*TRADE-
is brendis mqone veb-gverdi. tokios
Disneyland-i ki, Walt Disney Company-s
licenziiT, Oriental Land Company-is
■ licenzireba: tokios Disneyland-i, Walt Disney Company-is licenziiT, sakuTrebaa, romlis eqspluataciasac
Oriental Land Company-is (iaponuri ganviTarebis kompania) sakuTrebaa, rom- TviTon es ukanaskneli awarmoebs. 45-
lis eqspluataciasac TviTon es ukanaskneli awarmoebs. wliani licenziis Tanaxmad, Disney
iRebs salicenzio gadasaxadebs, mnax-
sakontraqto warmoeba velTa Sesvlis safasuris 10 da parkSi
(Contract manufacturing) sakvebis gayidvis 5 procents.
organizaciaTa gaer- licenzireba, potenciurad, araxelsayrel pirobebsac gulisxmobs. firmas
Tianeba, romlis dro-
sac kompania kont-
naklebi kontroli gaaCnia licenziantze, vidre sakuTar saeqspluatacio
raqts debs ucxo baz- obieqtze. ufro metic, Tu licenzianti Zalian warmatebuli aRmoCnda, firma
ris mwarmoeblebTan uars ambobs mogebebze, radganac, kontraqtis damTavrebis Semdeg, man SesaZloa
produqtis warmoebis aRmoaCinos, rom sakuTari konkurenti Seqmna.
an momsaxurebisaTvis.
sakontraqto warmoeba warmoadgens SesaZlo alternativas, rodesac kompania
xelSekruleba ucxo bazris mwarmoebelTan debs kontraqts produqtis warmoebis an momsax-
marTvis specifikaze
(Management contracting)
urebis mizniT. Sears-ma es meTodi gamoiyena univermaRebis gaxsnisas meqsikasa
erToblivi sawarmo, da espaneTSi, sadac aRmoaCina kvalificiuri adgilobrivi mewarmeebi, romlebic
romelSic adgilo- misi gasayidi produqciis bevr saxeobas awarmoebdnen. sakontraqto warmoebis
brivi kompania kapi- SesaZlo dabrkolebebia: warmoebis procesze Semcirebuli kontroli da war-
talis Camdeb ucxour moebis potenciuri mogebis dakargva. sargebelia: ufro swrafi wamowyebis
mxares kompa- niis Sansi, naklebi riski da adgilobriv mewarmesTan partniorobis an misi aqciebis
marTvis teqno-logias Sesyidvis Semdgomi SesaZlebloba.
(know-how-s) acnobs.
amgvarad, adgilo- xelSekruleba marTvis specifikaze – adgilobrivi firma kompaniis marTvis
brivi sawar-mo xdeba teqnologias (know-how-s) acnobs ucxour mxares, romelic kapitals abandebs
marTvis momsaxurebis
da ara produqciis
kompaniaSi ds xdeba marTvis momsaxurebis da ara produqciis eqsportiori.
eqsportiori. marTvis am saSualebebs Hilton-i mTel msoflioSi ganlagebuli sastumroebis
 Tavi 15 globaluri bazari 535

■ erToblivi sakuTreba: KFC iaponiaSi iaponur konglomerat Mitsubishi-Tan erToblivi sakuTrebis wamowyebiT Sevida.

menejmentisaTvis iyenebs.
xelSekruleba marTvis specifikaze aris ucxour bazarze Sesvlis dabal-
riskiani meTodi, romelsac Semosavali dasawyisidanve moaqvs. es garigeba kidev
ufro efeqturia, Tu kontraqtor firmas gaaCnia ufleba, mogvianebiT, mis mier
marTuli kompaniis garkveuli wili Seisyidos. Tumca, garigeba ar aris
gonivruli, Tu kompanias SeuZlia marTvis SesaZleblobebis ukeTesi gamoyeneba
an, mTliani riskis sakuTar Tavze aRebiT, ufro didi mogebis miReba. mas es
forma, garkveuli drois ganmavlobaSi, sakuTari operaciebis ganxorcie-
lebaSic SeuSlis xels.
erToblivi mflobe-
erToblivi sakuTreba. aris ama Tu im kompaniis Zalebis gaerTianeba ucxoel loba (Joint ownership)
investorebTan adgilobrivi biznesis Sesaqmnelad, sadac isini erTobliv erToblivi sawarmo,
mflobelobas ewevian da kontrolis uflebas inawileben. kompanias SeuZlia sadac kompania ucx-
adgilobrivi firmis procentis Sesyidva. aseve, orive mxares SeuZlia axali our bazarze ukav-
biznesis dawyeba. erToblivi sakuTreba SeiZleba saWiro iyos ekonomikuri an Sirdeba investorebs
politikuri miznebisaTvis. riskis mxolod sakuTar Tavze asaRebad, firmas lokaluri biznesis
Sesaqmnelad da ro-
SesaZloa ar aRmoaCndes sakmarisi finansuri, fizikuri an marTvis resursebi. melic funqcioni-
amasTan, ucxoeTis mTavrobam qveyanaSi Sesvlis pirobad SesaZloa erToblivi rebs erToblivi sa-
sakuTreba moiTxovos. kuTrebis saxiT da
KFC iaponiaSi Sevida iaponur konglomerat Mitsubishi-sTan erToblivi erTiani kontrolis
sakuTebis wamowyebis winadadebiT. iaponiis swrafi kvebis msxvil, magram metad qveS.
rTul bazarze Sesasvlelad, KFC-ma saukeTeso gza gamonaxa. samagierod,
Mitsubishi-s, iaponiaSi frinvelis xorcis erT-erT umsxviles mwarmoebels,
esmoda iaponuri kultura da hqonda sainvesticio fuli. orive faqtoris
wyalobiT, KFC-ma iaponiis naxevrad daxurul bazarze warmatebas miaRwia.
gasaocaria, magram KFC-im, Mitsubishi-is xelmZRvanelobiT, Tavisi iaponuri
restornebisaTvis aSkarad araiaponuri pozicionireba ganaviTara.
Tavdapirvelad, KFC-s iaponiaSi kargad Sexvdnen, magram mas jer kidev
bevri dabrkoleba hqonda dasaZlevi. iaponelebs ar moswondaT swrafi kvebisa
da frenCaizingis arsi. maTi warmodgeniT, swrafi sakvebi iyo xelovnuri,
meqanikuri da arajansaRi saSulebebiT damzadebuli. iaponurma KFC-ma icoda,
rom mas KFC-is brendisadmi ndobis mopoveba sWirdeboda da amisaTvis
kentukiSi gaemgzavra. iq gadaiRo Colonel Sander’s-is Tavdapirveli versia. KFC-is
msoflmxedvelobis saCveneblad (samxreTuli stumarTmoyvareoba, Zveli
amerikuli tradiciebi da WeSmariti saojaxo samzareulo), saagentom Seqmna
ti piuri samxreTeli deda, romlis prototi pad gamoiyenes Stefan fosteris
TamaSi warmodgenaSi `Cemi Zveli saxli kentukiSi”. reklamaSi naCvenebia Colonel
Sanders-is deda, romelic Tavis SviliSvilebs 11 saidumlo sanelebliT
momzadebuli KFC-is wiwilebiT kvebavs. yuradReba gamaxvilda asamxreT
merikis karg saojaxo samzareulo scenebze; KFC ki wardga, rogorc sasarge-
blo, aristokratiuli sakvebi. Sedegad, iaponel momxmarebels aseTi
gansakuTebuli amerikuli wiwilebi, praqtikulad, aRar hyofnida. kampania
536 nawili meoTxe gafarToebuli marketingi

Zalze warmatebuli aRmoCnda da, sul raRac 8 weliwadSi, KFC-m Tavisi 400
savaWro adgili 1 000-mde gazarda. iaponelebis umetesobam zepirad icis `Cemi
Zveli saxli kentukiSi”.
erToblivi sakuTreba garkveul dabrkolebebsac gulisxmobs. part-
niorebs SesaZloa uTanxmoeba mouvideT investirebis, marketingisa da sxva
strategiebis Taobaze. maSin, rodesac aSS-is firmebi, Semosavlis gasazrdelad,
xelaxal investicias arCeven, adgilobrivi firmebi, xSirad, am Semosavlis
miRebas aniWeben upiratesobas; an maSin, rodesac aSS-is firmebi yuradRebas
marketingze amaxvileben, adgilobrivi investorebi gayidvebs eyrdnobian.
pirdapiri investicia
(Direct investment) pirdapiri investicia
ucxour bazarze kap- ucxour bazarze dafuZneba saukeTesod xorcieldeba pirdapiri investiciis
italdabandebebis saSualebiT _ es aris kapitaldabandebebis ucxour bazarze ganTavseba
ganTavseba ucxouri Sesabamisi sawarmoo saSualebebis SeZenisa da ganviTarebis gziT. Tu kompanias
aqtivebisa da sawar-
moo saSualebebis
eqsportirebis gamocdileba gaaCnia da Tu bazari sakmarisad didia, ucxouri
SeZeniT. warmoebis saSualebebi bevr upiratesobas gvTavazobs. firma SesaZloa
dabalxarjiani iyos, iafi muSaxelis an nedleulis gamo, agreTve, ucxoeTis
mTavrobis mier investiciebis waxalisebiTa da fraxtis dazogviT. samuSao
adgilebis Seqmnis sababiT, firmas SeuZlia maspinZel qveyanaSi imijis
gaumjobeseba. zogadad, firma ufro Rrma urTierTobebs ayalibebs
mTavrobasTan, momxmarebelTan, adgilobriv mimwodeblebTan da
distributorebTan, rac misi produqtis adgilobriv bazarze ukeTesi
damkvidrebis saSualebas iZleva. da bolos, firma srul kontrols inarCunebs
investiciaze da, aqedan gamomdinare, Tavisi xangrZlivi saerTaSoriso miznebis
standartuli marke- realizaciisaTvis, SeuZlia saWiro warmoebisa da marketinguli politikis
tinguli kompleqsi ganviTareba.
(Standardized marketing
pirdapiri investiciis mTavari nakli aris is, rom firma dgas iseTi riskebis
mix)
saerTaSoriso mar- winaSe, rogoricaa SezRuduli da gaufasurebuli valuta, daRmavali bazrebi
ketinguli strate- an samTavrobo cvlilebebi. zogierT SemTxvevaSi, Tu firmas samuSaoebis war-
gia, rodesac kompania moeba sxva qveyanaSi surs, igi iZulebelia, am saxis riski gawios.
yvela saerTaSoriso
bazrisaTvis iyenebs
produqtis,
■❚ gadawyvetilebis miReba globaluri marketinguli
reklamirebis, sadis- programis Sesaxeb
tribucio arxebisa
da marketinguli kompaniebma, romlebic erT an ramdenime qveyanaSi saqmianoben, unda gadawyviton,
kompleqsis sxva naw- apireben Tu ara (an rogor apireben) TavianTi marketinguli kompleqsis adg-
ilebis TiTqmis ilobriv pirobebze morgebas. erTi ukiduresobaa globaluri kompaniebi, rom-
identur elementebs. lebic iyeneben standartul marketingul kompleqss – mTel msoflioSi
msgavsi produqciis gayidva da msgavsi marketinguli midgomis gamoyeneba.
meore ukiduresobaa adaptirebuli marketinguli kompleqsi. am SemTxvevaSi,
morgebuli marketin- mwarmoebeli marketinguli kompleqsis elementebs TiToeul miznobriv bazars
guli kompleqsi usadagebs, rac did xarjebTan aris dakavSirebuli; Tumca, amiT SesaZlebelia
(Adapted marketing mix) bazris ufro didi wilis mopoveba.
saerTaSoriso mar- ukanasknel wlebSi, bevrs kamaToben arCevanze adaptirebul da standar-
ketinguli strate- tul marketingul kompleqsebs Soris. marketinguli koncefciis Tanaxmad, mar-
gia, rodesac kompania ketinguli programa maSin ufro efeqturia, rodesac igi momxmareblis
axdens marketinguli TiToeuli miznobrivi jgufis gansakuTrebul moTxovnilebebzea morgebuli.
kompleqsis elemen-
tebis misadagebas
Tu es koncefcia qveynis farglebSi gamoiyeneba, man saerTaSoriso bazrebzec
TiToeuli saerTa- unda gaamarTlos. sxvadasxva qveyanaSi momxmarebels Zalze gansxvavebuli
Soriso miznobrivi kulturuli baza, moTxovnilebebi da survilebi, xarjvis SesaZlebloba, pro-
bazrisaTvis, rac sak- duqciisadmi prioritetebi da yidvis modelebi gaaCnia. imis gamo, rom am gansx-
maod did xarjebTan vavebebis Secvla rTulia, marketologebis umetesoba Tavis produqtebs, fasebs,
aris dakavSirebuli, arxebsa da stimulirebis saSualebebs TiToeuli qveynis momxmareblis
Tumca, iZleva bazris survilebs usadagebs.
ufro didi wilis Tumca, globaluri standartizacia ar aris SeTavazeba – yvelaferi an
mopovebis araferi _ es ufro xarisxis sakiTxia. kompaniebma unda moiZion standartize-
saSualebas. bis gzebi, raTa xeli Seuwyon dabali fasebisa da xarjebis SenarCunebasa da
ufro Zlieri globaluri brendis Seqmnas. magram grZelvadiani marketinguli
azrovneba ar unda Caanacvlon moklevadiani finansuri azrovnebiT. miuxedavad
 Tavi 15 globaluri bazari 537

imisa, rom standartizaciis meSveobiT SesaZlebelia fulis dazogva, marke-

tologebi darwmunebulni unda iyvnen, rom maTi SeTavazebebi TiToeuli qveynis
momxmareblis survilebs Seesabameba.
standartizebisa da sruli adaptaciis ukiduresobebs Soris bevri
SesaZlebloba arsebobs. magaliTad, miuxedavad imisa, rom Whirpool-is Rumelebs,
macivrebs, sarecx manqanebsa da sxva ZiriTad danadgarebs, mTel msoflioSi,
erTi da igive Siga mowyobiloba aqvT, maTi garegnuli saxe sxvadasxva qveynis
momxmareblebis prioritetebis Sesabamisad mzaddeba. KFC-is restornebi,
TiTqmis yvelgan, Colonel Sander-is erTnair imijs iyenebs, magram iaponias sTavazobs
tempuras fxvier Cxirebs, tailands _ umarilo brinjsa da tkbil civ souss,
holandias _ kartofilisa da xaxvis kroketebs, xolo safrangeTs _ wiwilas,
sakonditro nawarmTan erTad.
analogiurad, McDonald’s-i, mTels msoflioSi, Tavisi restornebisTvis
erTsa da imave ZiriTad samzareulo recepturas iyenebs, magram Tavis menius
adgilobriv gemovnebas argebs: meqsikaSi hamburgerisTvis, ketCupis nacvlad,
cxare souss iyenebs; venaSi misi
restornebi moicavs McCafes-s, rome-
lic adgilobrivi gemovnebis Sesa-
bamis yavas gvTavazobs; koreaSi
yidis Semwvar Roris xorcs
qiSmiSian funTuSaSi, nivriani soi-
oTi; indoeTSi, sadac Zroxa wminda
cxovelad iTvleba, McDonald’s-i
momxmarebels sTavazobs wiwilis,
Tevzisa da bostneulis burgerebs
da Maharaja Mac-s _ sezamismar-
cvlebiani funTuSa cxvris xor-
ciT, specialuri sousiT, salaTe-
biT, yveliT, mwniliTa da xaxviT.
saerTaSoriso marketologe-
bis umravlesoba gvTavazobs: `ifiq-
reT globalurad, magram imoqme-
deT lokalurad”, – anu kompaniebma
unda moZebnon balansi standarti-
zaciasa da adaptacias Soris. es
marketologebi emxrobian e.w.
`glokalur” strategias, sadac ■ marketinguli kompleqsis adaptacia: indoeTSi McDonald's-i momxmarebels
firma axdens gansazRvruli mTava- sTavazobs wiwilis, Tevzisa da bostneulis burgerebsa da Maharaja Mac-s _
sezamismarcvlebiani funTuSa cxvris xorciT, specialuri sousiT, salaTe-
ri marketinguli elementebis stan- biT, yveliT, mwniliTa da nivriT.
dartizebasa da sxvebis lokali-
zebas. korporaciuli done iZleva globalur, strategiul mimarTulebas.
adgilobrivi ganayofi koncentrirebas axdens momxmareblis individu-
alurobaze mTel msoflioSi. ase muSaobs kosmetikuri produqciis warmate-
buli saerTaSoriso kompania L’Oneal-i. igi yidis marTlac globalur brendebs,
magram maT TiToeuli adgilobrivi bazris kulturuli niuansebis Sesabamisad
awarmoebs (ix. marketingi muSaobis procesSi 15.2). rogorc sayofacxovrebo
saqonlis umZlavresi msoflio kompania Unilever-is marketingis xelmZRvaneli
saimon kli pti ambobs: `Cven vcdilobT, davicvaT balansi uazrod globalursa
da uimedod adgilobrivs Soris”.

produqti
globalur bazarze produqciis morgeba da misi stimulireba xuTi strate- produqtis pirda-
giis saSualebiT xorcieldeba (ix. suraTi 15.3). pirvelad Cven ganvixilavT piri gafarToeba
produqciis sam strategias, Semdeg ki mivubrundebiT danarCen ors. (Straight product
produqtis pirdapiri gafarToeba gulisxmobs ucxour bazarze produqtis extension)
ucvlelad Setanas. umaRlesi menejmenti Tavis marketingul personals eub- ucxour bazarze
neba: `aiReT produqti iseTi, rogoric aris da moZebneT misi myidveli.” magram, produqtis ucvle-
pirvel rigSi, unda gairkves, sWirdeba Tu ara momxmarebels es produqti da ra lad Setana.
formas arCevs igi.
 538 nawili meoTxe gafarToebuli marketingi

marketingi muSaobis procesSi 15.2

L’Oréal _ globaluri brendebis adgilobriv
kulturebze morgeba
rogor axerxebs franguli kompania, kompaniam misi mTavari ofisi tenesi- kategoriis produqtebSi 20%-iani
britaneli mTavari aRmasrulebeli dan niu-iorkSi gadaitana da iarliy- sabazro wili daumkvidra. axalma
direqtoris saSualebiT, ruseTSi ze datanil saxelwodebas “New York” daxvewilma poziciam warmatebas
ganaxorcielos amerikuli tuCis miamata. Big Apple-is (didi vaSlis) aziaSic miaRwia. erT-erTi analiti-
sacxis iaponuri versiis warmate- imijma yoveldRiuri makiaJis pro- kosi ixsenebs:
buli marketingi? _ hkiTxeT sakmaod duqciis saSualo fasebze dadebiTad
warmatebul saerTaSoriso kompania imoqmeda. imijis gaumjobesebam gareT mziani SuadRea, SanxaiSi
L’Oreal–s. franguli kompania, romlis Maybelline-s, dasavleT evropaSi, Tavisi mdebare Parkson-is univermaRSi, Ci-
mTavari ofisi safrangeTSia ganTav-
sebuli, msoflios 150 qveyanaSi 14 mi-
liardi dolaris Rirebulebis kos-
metikuri produqciisa da sunamoebis
realizacias axdens. es aris 85 pro-
duqti, romelTa realizaciac yovel
wuTSi xdeba da maTi wilic msof-
lios kosmetikur produqciaSi 13
procents Seadgens. L’Oreal-is glob-
alur produqciaSi Sedis: Garnier,
Maybelline, Redkin, Lancome, Melena
Rubinstein, Kiehl’s, Biotherm, Softsheen-
Carson, Vichy, Rolp Lauren-isa da Giorgio
Armani-is sunamoebi. mravlismetyve-
lia is, rom, 17 wlis ganmavlobaSi,
L’Oreal-ma miaRwia saerTaSoriso
zrdas orcifriani (anu 10 procen-
tze meti) mogebiT.
mainc ra aris L’Oreal-is saocari
warmatebis saidumlo? kompania Tavi-
si produqciis realizacias mTel
msoflioSi axdens, adgilobrivi baz-
ris specifikuri kulturuli niuan-
sebis gaTvaliswinebiT. erT-erTi
damkvirvebeli aRniSnavs: `L’Oreal-i
mxolod maSin aris franguli, rode-
sac mas es Tavad surs. sxva dros
igi siamovnebiT warmogvidgeba afri-
kulad, aziurad da sxva qveynebis
warmomadgenlad, rodesac maTi
produqciis realizacias axdens.”
kosmetikuri produqciis giganti sa-
calo movaWre yidulobs adgilob-
riv produqts, aumjobesebs, alamazebs
mas da, msoflioSi TiToeuli momxma-
reblisaTvis gansxvavebuli saxiT,
globaluri masStabiT axdens mis
eqsportirebas.
magaliTad, 1996 wels, kompaniam mainc ra aris L'Oreal-is saocari saerTaSoriso warma-
iyida makiaJis arc Tu ise warmate- tebis saidumlo? kompania Tavisi produqciis realiza-
buli amerikuli mwarmoebeli cias msoflioSi axdens adgilobrivi bazrebis speci-
Maybelline. produqciis gamococ- fikuri kulturuli niuansebis gaTvaliswinebiT. igi
xlebisa da globalizaciisaTvis, `silamazis gaerTianebul erebad" iqca.

arsebobs pirdapiri gafarToebis ramdenime rogorc warmatebuli, aseve

warumatebeli SemTxveva. Kellogg-is pureuli, Gillett-is samarTeblebi, Heineken-is
ludi da Black & Decker-is samuSao iaraRebi, erTi da imave saxiT, TiTqmis mTel
msoflioSi warmatebiT iyideba. magram General Foods-ma Tavisi standartuli

neli qalebis yuradRebis misaqce-
vad, gaafTrebuli marketinguli
brZola mimdinareobs. Ria yavisfer
kabebsa da gamWvirvale maisurebSi
gamowyobili maRali, tuCebdaberi-
li modelebi Revlon-is axali sazaf-
xulo katalogebis realizacias
ewevian. magram, maTi mcdeloba ma-
leve marcxdeba Maybelline-is Tva-
lismomWreli produqciis CvenebiT.
mbzinavi likris tansacmelSi ga-
mowyobili ori modeli pulsire-
bul ritmSi cekvavs podiumze niu-
iorkis caTambjenebis gamosaxule-
biani tilos win. musika wydeba da,
sanam gamyidveli Cineli qalebi
produqcias efeqturi frazebiT
waradgenen, stilistebi modelebs
makiaJs ucvlian. frazebi ki aseTi
Sinaarsisaa: `es produqcia ameriku-
lia da is Zalian moduria”, `Tu
gsurT, iyoT moduri, ubralod,
airCieT Maybelline”. iq myofi qalba-
tonebidan cota Tu mixvdeba, rom
Maybelline-is moduri produqcia
“New York” -i gigantur kosmetikur
kompania L’Oreal-is kuTvnilebaa.
miuxedavad imisa, rom Maybelline-is
produqciis warmatebas mniSvnelov-
nad ganapirobebs amerikuli energia,
L’Oreal-i ubralod `vesternuli~ ide-
alebis miwodebaze bevrad mets ake-
Tebs. igi cdilobs silamazis Sesa-
xeb gansxvavebuli kulturuli per-
speqtivebis gamocnobas mTeli msof-
lios masStabiT da, SeZlebisdag-
varad, ganWvrets silamazis sferoSi
samomavlo gamowvevebs. magaliTad,
misi yovelwliuri gamocemis gare-
kanze gamosaxulia iaponeli modeli
wiTeli TmiTa da alisferi tuCis
sacxiT. rac Seexeba Garnier-is Tmis
saRebavs, mas, Jurnal Moscow-s gver-
debze, afrikeli da azieli qeraT-
miani modelebi warmoadgenen.
L’Oreal-is mTavari aRmasrulebeli
direqtoris lindsi Oouens-jonsis
gancxadebiT, produqciis kargi mene-
jmentis saidumlo konkretuli momx-
mareblisTvis saTanado produqtis
miwodebaSia. `TiToeuli produqcia
Zalian zust segmentzea pozicioni-
rebuli”, – acxadebs igi. L’Oreal-saTvis
es niSnavs adgilobrivi produqciis
aRmoCenas, maTTvis eleganturi saxis
micemas, gansakuTrebuli miznobrivi
bazrisaTvis pozicionirebas da, Sem-
Saqris fxvniliT damzadebuli tkbileuli `Uell-O~ britanul bazarze mxolod
imisTvis gaitana, raTa gaerkvia, ras arCevda britaneli momxmarebeli _ mkvrivi
vaflisa Tu namcxvris formas. iaponiaSi ki Philips-ma warmatebas mxolod mas
Semdeg miaRwia, rac Seamcira Tavisi yavis maduRarebis zoma, romlebic
deg, msoflio bazarze maT eqsporti-
rebas. aseTi mcdelobis mxardasa-
Werad, kompania, yovelwliurad, 4 mi-
liard dolars xarjavs, raTa, msof-
lios sxvadasxva kuTxeSi, globa-
luri marketinguli Setyobinebebi
adgilobriv kulturul gansxvave-
bebs moargos.
magaliTisTvis, aviRoT L’Oreal-is
axali SenaZeni, kerZod ki, Soft Sheen-
isa da Carson-is brendebis Serwymis
faqti. Soft Sheen-Carson-is produqcia,
Tavdapirvelad, aSS-Si iyideboda,
dRes ki, igi Semosavlis 30 procents
sazRvargareTidan iRebs. samxreT
afrikaSi (sadac aRniSnuli produq-
cia sabazro wilis 41 procents
flobs) L’Oreal-ma maqsimalurad Seuw-
yo xeli misi axali produqciis adg-
ilobriv doneze popularizacias.
senegalSi kompaniis marketologebi
silamazis salonebis saqmianobis
Semswavlel kursebs awyoben.
gamiznuli informaciuli Setyo-
binebebisa da reklamirebis garda,
L’Oreal-is produqciam unda daakmay-
ofilos erTmaneTisagan Zalze gan-
sxvavebuli xalxis kulturuli da
klimaturi moTxovnebi. da bolos,
rac Seexeba Semosavlis ganawilebas,
L’Oreal-i produqciis gamokvlevasa da
gaumjobesebaze, saSualod, 50 procen-
tiT mets xarjavs, vidre am sferoSi
moqmedi sxva firmebi. marto gasul
wels, man 490 patenti Seqmna. maga-
liTad, kvleviTi centrebi iaponiaSi
gansakuTrebul yuradRebas aziuri
Tmisa da kanis ti ps uTmoben; L’Oreal-
is Tmisa da kanis eTnikuri kvleviTi
institutebi ki afrikuli warmo-
mavlobis momxmareblis saWiroebebs
swavloben. safrangeTSi qaris gvira-
bi klimat-kontroliT xels uwyobs
kosmetikaze amindis zemoqmedebis
Seswavlas. R&D L’Oreal-s exmareba,
raTa Seqmnas produqcia iseTi maRa-
li temperaturisa da tenianobis ga-
remosaTvis, rogoricaa indoeTi.
agreTve, R&D qmnis baziss L’Oreal-is
swrafad mzardi segmentisaTvis, ro-
melsac e.w. `aqtiur kosmetikad~
moixsenieben. es segmenti Seqmnilia
kompaniis mecnierebisa da dermato-
logebis mier, bio-samedicino sainJin-
ro kvlevebis safuZvelze.
L’Oreal-is brendebis aRsawerad
kontrastuli mniSvnelobis sityvebi
SeiZleba gamoviyenoT. esenia: mecnie-
Tavi 15 globaluri bazari 539
ruli da sulieri, masobrivi bazari
da Wori (informaciis sityvieri gav-
rceleba), franguli daxvewiloba da
niu-iorkis gamocdileba, SeTanxme-
buloba da unikaluroba, fufuneba
da dasaSvebi fasebi. rogor SeZlo
kompaniam, moecva moTxovnebis aseTi
gansxvavebuli ganzomilebebis spe-
qtri? L’Oreal-isaTvis gansxvavebuli
produqcia niSnavs `produqciis
saxiT sxvadasxva kulturis momxib-
vlelobis gadmocemas”, – acxadebs
analitikosi. meore damkvirvebeli ki
aRniSnavs:
,,dasavluri brendebisgan gansxva-
vebiT, rogorebicaa Coca-Cola da
McDonald’s, romlebic mxolod erT
kulturul simbolos gvTavazoben,
L’Oreal-s SeuZlia, magaliTad, aziis
momxmarebeli moxiblos franguli
SarmiT, niu-iorkuli damokidebu-
lebiTa da italiuri eleganturo-
biT. gindaT gjerodeT amerikuli
ocnebebis _ Maybelline New York swo-
red amisTvisaa. gsurT cxovrebis
laTinuri stili _ amisaTvis
Giorgio Armani arsebobs’’.
L’Oreal-is produqciis naxva SesaZ-
lebelia elegantur maRaziebSi, sil-
amazis salonebSi, afTiaqebSi, univer-
maRebsa da sursaTis maRaziebSic ki.
kompania midis iq, sadac klientia da
miaqvs is, razec momxmareblis moT-
xovna arsebobs. kerZod: Giorgio Armani
– maRali klasis maRaziebSi da
Maybelline-is produqcia – Wal-Mart-is
savaWro centrebSi. rodesac aRmas-
rulebelma direqtorma ouens-jon-
sma, axlaxan, UNESCO-s konferencias
mimarTa, Tvalic aravis dauxamxame-
bia, rodesac man L’Oreal-i `silamazis
gaerTianebul erebad” moixsenia.
wyaroebi: Quotes and other information from Gail
Edmondson, “The Beauty of Global Branding,”
Business Week, June 28, 1999, pp.70–75; Richard
Tomlinson, “L’Oréal’s Global Makeover,” Fortune,
September 30, 2002, p. 141. See also “EuroFile
Backgrounder: L’Oréal,” September 11, 2001, accessed
online at www.hemscott.co.uk; “Top Global Brands,”
Global Cosmetic Industry, February 2003, pp. 28–34;
Jeremy Josephs, “O-J’s Powers of Seduction Prove
Hard to Resist,” March 25, 2003, accessed online at
www.jeremyjosephs.com; “History: Making Sure the
Hair Creams Taste OK,” accessed online at
www.iwon.com, July 2003; and information accessed
at www.loreal.com, September 2003.
540 nawili meoTxe gafarToebuli marketingi

s u r a T i 15.3
produqtisa da stim-
ulirebis xuTi glob-
aluri strategia

iaponelebis patara samzareuloebisaTvis ufro mosaxerxebeli iyo. man, aseve,

Seamcira Tavisi saparsebis zomac da isini iaponelebis patara xelebs moargo.
pirdapiri gafarToeba mimzidvelia, radgan igi ar saWiroebs damatebiTi
produqtis ganviTarebis xarjebs, samewarmeo cvlilebebsa da axal
stimulirebas. magram, xangrZlivi gamoyenebisas, igi did xarjebTan iqneba
dakavSirebuli, Tu produqti ucxoeli momxmareblis dakmayofilebas ver
SeZlebs.

produqtis adaptacia – produqciis morgeba adgilobriv pirobebsa da

produqtis
adaptacia (Product
survilebze. magaliTad, Procter & Gamble-is Sampuni Vidal Sascon mTel msoflioSi
adaptation) erTnair surnels afrqvevs, magram misi koncentracia qveynebis mixedviT
produqciis morgeba gansxvavebulia – naklebia iaponiaSi, sadac upiratesobas naz surnels aniWeben
ucxoeTis bazrisaT- da metia evropaSi; General Foods-i yavis ganvavebul nazavs gvTavazobs
vis damaxasiaTebel britaneTSi (sadac yavas rZiT miirTmeven), safrangeTSi (sadac Sav yavas svamen)
pirobebTan da da laTinur amerikaSi (sadac natexi Saqris gemos arCeven); Gerber-is sabavSvo
survilebTan. sakvebi iaponiaSi, romelic bevr dasavlel momxmarebelsac mSvenivrad
daanayrebda, Sedgeba kambalasa da ispanaxis, virTevzis xizilalis spagetis,
orcxobilasa da TeTr-mowiTalo sousSi amovlebuli sardinebisagan; da
bolos, mobiluri telefonis mwarmoebelma firma Nokia-m, romelmac Tavisi 6100
seria TiToeul mniSvnelovan bazars moargo, Seqmna xmis elementaruli
amomcnobi aziisaTvis, sadac momxmarebels klaviaturasTan dakavSirebuli
problemebi aqvs da gazarda zaris xma, raTa igi sakmarisad maRali yofiliyo
aziis gadaWedili quCebis pirobebSi.
zogierT SemTxvevaSi, produqti adgilobriv adaT-wesebsa da sulier
rwmenaze unda iyos morgebuli. gayidvebi aziaSi, xSirad, sulier samyarosTanaa
pirdapir kavSirSi. amis kargi magaliTia Hyatt Hotel-is gamocdileba fen-Suis
koncefciasTan dakavSirebiT.

CineTSi, hong-kongsa da singapurSi misdeven `fen-Suis” praqtikas

produqtis gamogo-
neba (Product invention)
axali produqtebis
an momsaxurebis
Seqmna ucxouri
bazrisTvis.
produqtis gamogoneba gulisxmobs axali produqtebis an momsaxurebis Seqmnas
(romelic gavrcelda iaponiaSi, koreasa da vietnamSi), rac niSnavs _
`qari da wyali”. fen-Suis mimdevrebi, igive geomanebi, nebismieri
sarisko wamowyebisaTvis yvelaze misaReb pirobebsa da princi pebs
gvTavazoben, gansakuTrebiT saofise Senobebis ganlagebisa da masSi
avejisa da sxva sagnebis ganTavsebis mxriv. kargi fen-SuisaTvis
saWiroa, rom Senoba gadahyurebdes wyals da esazRvrebodes mTebs,
magram man ar unda dafaros mTis xedi. singapurSi Hyatt Hotel-is
dizaini fen-Suis gaTvaliswinebis gareSe Seiqmna, amdenad, biznesis
ganviTarebisaTvis, misi xelaxali dagegmva gaxda saWiro.
Tavdapirvelad, konsierJis magida karis da gzis paralelurad idga
da iTvleboda, rom igi simdidres moitanda. ufro metic, kari Crdilo-
dasavleTs uyurebda, rasac SeeZlo advilad gamoewvia arasasurveli
ganwyobileba. geomanebis rCeviT, cvlilebebi unda
ganxorcielebuliyo ise, rom SenarCunebuliyo simdidre da
gamqraliyo arasasurveli ganwyoba. dRes, dasavluri biznesi,
dawyebuli sastumroebis qselebiT, restornebiTa Tu gastronomebiT
da damTavrebuli las-vegasis kazinoebiT, romlebic bevr aziel
stumars emsaxurebian, dizainTan erTad, fen-Suis princi pebsac
iTvaliswineben.
 Tavi 15 globaluri bazari 541

konkretuli qveynis bazrisaTvis. arsebobs am strategiis ori forma. pirvelia

produqtis formis xelaxali wardgena, romelic mocemuli qveynis
moTxovnilebebs kargad Seesabameba. sakaso aparatebis nacionalurma kompaniam
gaTanamedrovebuli Zveleburi, meqanikuri sakaso aparatebi, naxevar fasSi,
xelaxla waradgina aziaSi, espaneTsa da laTinur amerikaSi da didi
raodenobiTac gayida. meorea, mocemuli qveynis moTxovnilebaze morgebisaTvis,
sruliad axali produqtis Seqmna. magaliTad, naklebad ganviTarebul qveynebSi
arsebobs udidesi moTxovnileba dabalfasiani, proteinis maRali Semcvelobis
sakvebze. iseTi kompaniebi, rogorebic arian Quaber Oats, Switt, Monsanto da Archer
Daniels Midland, ikvleven sakvebisadmi am qveynebis moTxovnilebebs, qmnian axal
saWmelebs da, axali produqciis gavrcelebis uzrunvelsayofad, awarmoeben
saTanado sareklamo kampaniebs.
kidev erTi magaliTi: iaponeli momxmareblis gansakuTrebuli
moTxovnilebebis Sesabamisad, Sony-m Tavisi personaluri kompiuterebis seria
VAIO-s daamata “U” modeli, miuxedavad imisa, rom man aSS-isa da msoflios sxva
bazrebze arc ise didi mowoneba daimsaxura.

“U” ultra Sony-is VAIO seriis, albaT, yvelaze `iaponuri” mod-

elia. igi yvelaze patara leptopia msoflioSi, misi sigane 7 diumze
naklebia, ekranis diagonali ki _ 6 diumi. Sony-m SeniSna, rom, pikis
saaTebSi, tokios matareblebi Zalze gadaWedili iyo imisaTvis, rom
bevr mgzavrs, erTdroulad, sakuTari leptopis gamoyeneba SeZleboda.
`tokioSi adamianebi, romlebic leptopebis fufunebiT sargebloben,
matareblebSi pirvelebi Sedian,” _ ambobs Sony-is vice-prezidenti
mark hensoni. “U”-s fuZe giWiravs ori xeliT, _ ganmartavs igi, _ maSin,
rodesac cera TiTi klaviaturaze gidevs. me mas fexze mdgom kompi-
uters vuwodebdi”. rogor SeiZleba es gadaiTargmnos amerikuli
bazrisaTvis? kulturuli sxvaobebi SemaSfoTebelia. iaponelebisgan
gansxvavebiT, amerikelebi brmad beWdvaSi arian daxelovnebulni da,
rogorc Cans, brmad beWdvam winaaRmdegoba gauwia cera TiTebiT
beWdvis praqtikas. Sesabamisad, Zalian cota amerikels Tu aRmoaCenT,
pikis saaTebSi, tokioseburi beWdvis moyvarulTa adgilze.

stimulireba
kompaniebs SeuZliaT stimulirebis
igive strategia miiRon, romelsac
saSinao bazarze iyeneben, an Secva-
lon igi TiToeuli adgilobrivi
bazrisaTvis. ganvixiloT sareklamo
Setyobinebebi. zogierTi globaluri
kompania mTel msoflioSi standar-
tul sareklamo Temas iyenebs. maga-
liTad, globaluri komunikaciis
xelSewyobis mizniT, IBM-is servisis
centrebi msoflios aTeulobiT qve-
yanaSi identur reklamebs iyeneben:
`xalxi, romelic fiqrobs. xalxi,
romelic moqmedebs. xalxi, romel-
sac es aqvs.” ra Tqma unda, Zalian
maRali donis standartizebuli
stimulirebis kampaniis SemTxvevaSic
ki, enasa da umniSvnelo kulturul
sxvaobaze mosargebad, mciredi cvli-
lebebis Setanaa saWiro. magaliTad, ■ zogierTi kompania Tavisi produqciis reklamirebas mTeli msoflioSi
Guy Laroch-i Tavisi sunamosTvis standartulad axorcielebs da saTanadod mxolod kulturul gansxvave-
Drakkar Noir, faqtobrivad, erTnair bebs ergeba. Guy Laroch-i Tavisi sunamosTvis Drakkar Noir, faqtobrivad, erT-
nair reklamas iyenebs rogorc evropaSi (suraTze marcxniv), aseve arabul
reklamas iyenebs rogorc evropaSi,
qveynebSi (marjvniv). magram, arabul versiaSi igi ostaturad arbilebs
aseve arabul qveynebSi. magram tons, raTa moergos kulturul gansxvavebas - mamakaci Semosilia, qali ki
arabul versiaSi igi ostaturad mxolod exeba mas.
542 nawili meoTxe gafarToebuli marketingi

arbilebs tons, raTa kulturul gansxvavebas moergos.

sxva qveynebis tabus Tavidan asacileblad, zogierT SemTxvevaSi, icvleba
ferebic. laTinuri amerikis umetes qveyanaSi mewamuli feri sikvdilTan aso-
cirdeba, iaponiaSi TeTri samgloviaro feria, xolo malaiziaSi mwvane avadmy-
ofobas niSnavs. xandaxan, aucilebelia saxelwodebis Secvlac. SvedeTSi Helene
Curtis-ma Tavisi Sampunis saxeli _ `yoveli Ramis Sampuni” _ Secvala
,,yoveldRiuri SampuniT’’, radgan Svedebi Tavs, xSirad, dilaobiT ibanen.
SvedeTSi Kollog-ma saxeli Seucvala Tavis burRuls Bran Bud, radgan Svedurad
es `damwvar fermers” niSnavs (saerTaSoriso marketingSi daSvebuli uxeSi
Secdomebis Sesaxeb, ix. marketingi muSaobis procesSi 15.3).
sxva kompaniebi komunikaciis adaptaciis strategias misdeven anu TavianTi
komunikaciis adapta- sareklamo Setyobinebebis srul adaptirebas adgilobrivi bazrebisaTvis.
cia (Communication amerikis SeerTebul StatebSi, Kellog-is reklamebi misi burRulis gemosa da
adaptation) sakvebi Tvisebebis stimulirebas konkurenti brendebis sapirispirod axor-
srulad adaptirebu- cielebs. safrangeTSi, sadac momxmarebeli sauzmeze cotas miirTmevs, Kellog-i
li sareklamo Set- gvarwmunebs, rom misi burRuli sauzmed metad gemrieli da sasargebloa.
yobinebis globalu- indoeTSi ki, sadac bevri momxmarebeli SeCveulia mZime, Semwvar sauzmes, Kellog-
ri komunikaciis
strategia adgilo-
is reklama ufro msubuqi sauzmisaken mogviwodebs.
brivi bazrebisaTvis. amis msgavsad, Coca-Cola Tavis dabalkaloriul sasmels CrdiloeT
amerikaSi, gaeTianebul samefoSi, Sua da Soreul aRmosavleTSi dietur wvenad
yidis, danarCen qveynebSi ki _ msubuq sasmelad. dieturi wvenis globaluri
brendis menejeris TqmiT, espanurenovani qveynebisaTvis gansazRvrul Coke Light-
is reklamebSi `mrtad efeqturia Coke-is pozicionireba, rogorc ualkoholo
sasmelis, vidre sakuTari Tavis ukeTesad Secnobis saSualebisa, rogorc es
amerikis SeerTebul StatebSia gakeTebuli”. kvlevebma aCvena, rom `survilis
pozicionirebis wyalobiT”, msoflios sxva qveynebSi, Coca-Cola Light aRiqves,
rogorc `seqsualuri Tavdajerebulobis mimcemi brendi”.
saerTaSoriso masStabSi, saWiroa mediaze misadagebac, radgan qveynebis
mixedviT misi xelmisawvdomoba gansxvavebulia. magaliTad, evropaSi satele-
vizio reklamis dro Zalian SezRudulia, dawyebuli safrangeTiT, sadac igi,
dReSi, 4 saaTs utoldeba da damTavrebuli skandinaviis qveynebiT, sadac igi
saerTod ar arsebobs. reklamis ganmcxadeblebma dro TveebiT adre unda
Seisyidon. amasTan, isini naklebad akontroleben saeTero dros. gansxvavebu-
lia Jurnalebis efeqturobac. magaliTad, italiaSi Jurnalebi mediis ZiriTad
saSualebas warmoadgens, xolo avstriaSi _ umniSvnelos; gaerTianebul
samefoSi arsebobs nacionaluri gazeTebi, xolo espaneTSi _ mxolod adgilo-
brivi.

fasebi
kompaniebi saeTaSoriso fasebis dawesebis drosac bevr problemebs awydebian.
magaliTad, rogori globaluri fasebi unda daawesos Black & Decker-ma Tavis
samuSao iaraRebze? mas mTel msoflioSi erTnairi fasebis daweseba SeuZlia,
magram es fasebi Raribi qveynebisaTvis Zalian maRali iqneba, mdidari
qveynebisaTvis ki _ arasakmarisad maRali. mas SeuZlia TiToeuli qveynis
momxmareblisaTvis Sesaferisi fasis daweseba, magram es strategia ugulebe-
lyofs mimdinare fasebSi qveynebs Soris arsebul gansxvavebebs. da bolos, kom-
panias Tavis fasebze, yvelgan, standartuli fasnamatis gamoyeneba SeuZlia,
magram, am midgomis gamo, Black & Decker-ma SesaZloa ver gawios saWiro konkuren-
cia da dakargos zogierTi qveynis bazari, sadac fasebi maRalia.
miuxedavad imisa, Tu rogor afaseben kompaniebi TavianT produqcias, maTi
sazRvargareTuli fasebi Sida fasebze maRali iqneba. Gucci-m Tavisi kos-
metikuri nakrebi italiaSi SesaZloa 60 dolarad gayidos, amerikis SeerTebul
StatebSi ki _ 240 dolarad. ratom? Gucci fasebis eskalaciis problemis winaSe
dgas. man qarxnis fass unda daumatos importioris, biTumad movaWrisa da
sacalo movaWris marJebi, transportirebis xarjebi da tarifebi. am zedmeti
xarjebidan gamomdinare, imave mogebis misaRebad, produqti SeiZleba 2-jer an 5-
jer maRal fasSi gaiyidos. magaliTad, Levi’s-is jinsebi, romlebic amerikis
SeerTebul StatebSi 30 dolari Rirs, tokioSi _ 63, parizSi ki 80 dolarad
iyideba; kompiuteris fasi, romelic niu-iorkSi 1 000 dolari Rirs,
 Tavi 15 globaluri bazari 543

gaerTianebul samefoSi SesaZloa 1000 girvanqa sterlingi gaxdes. Daimler

Chrysler-is avtomobili, romelic amerikis SeerTebul StatebSi 20 000 dolarad
aris Sefasebuli, samxreT koreaSi 80 000 dolaria.
problemas warmoadgens im saqonlis fasis dawesebac, romlis gadazid-
vasac kompania Tavisi ucxoeli filialebisTvis axorcielebs. Tu kompania
ucxour filials Zalian maRal fasebs uwesebs, am qveyanaSi arsebuli dabali
saSemosavlo gadasaxadebis miuxedavad, mas SesaZloa maRali tarifebis
gadaxda mouxdes. Tu kompania filialebs mcire fasebs uwesebs, igi SesaZloa
dempingis winaSe aRmoCndes. es maSin, rodesac kompania mis realur
Rirebulebaze an mis saSinao sabazro fasze dabal fasebs awesebs. amrigad,
Harley-Davidson-ma Honda da Kawasaki aSS-Si motocikletebis dempingSi
daadanaSaula. aSS-is saeTaSoriso savaWro komisia daTanxmda da iaponur mZime
motocikletebs 5-wliani tarifi dauwesa, rac, 1983 wels, 45 procentiT daiwyo
da, TandaTan, 1988 wlisaTvis, 10 procentamde Semcirda. mTavrobebi yovelTvis
dempingis molodinSi arian da, xSirad, maTi miTiTebiT, kompania iZulebulia,
igive an msgavs produqtebze konkurentebis fasebi daawesos.
globalur faswarmoqmnaze ukanasknelma ekonomikurma da teqnologiurma
Zalebmac iqonies gavlena. magaliTad, evrokavSirSi evros Semosvla amcirebs
fasebs Soris arsebul gansxvavebas. mas Semdeg, rac momxmarebeli acnobierebs
qveynebs Soris arsebul sxvaobebs fasebTan mimarTebaSi, kompaniebi
iZulebulebi arian, harmonizebuli fasebi daaweson im qveynebSi, sadac
miRebulia erTiani valuta. `fasebis aseTi gamWirvaloba” yvelaze nakleb
gavlenas moaxdens im kompaniebsa da marketologebze, romlebic yvelaze
unikalur da aucilebel produqcias an momsaxurebas uzrunvelyofen.

72 wlis belgieli pensionerisTvis, safosto muSak mari-klaud

lengisaTvis, mineraluri wyalisa da franguli sosisis SesaZenad,
evro saukeTeso saSualebaa. wlebis ganmavlobaSi, yovel meore kviras,
yovelTvis dabali fasebis maZiebeli q-ni langi safrangeTSi dadis,
raTa moimaragos mineraluri wyali, rZe da iogurti. magram, evros
Semosvlis Semdeg, igi bevrad met produqts aqcevs yuradRebas,
romelTa fasi sazRvris aqeT bevrad dabalia. man SeamCnia, rom, dRes,
“saucisse de campange”, daaxloebiT, 5 centiT iafia. esaa danazogi, romel-
sac igi ver amCnevda, rodesac
belgiur da frangul frankebs
Soris angariSobda gansxvave-
bas. ra Tqma unda, fasebisadmi
mgrZnobiare evropelebi, didi
xnis ganmavlobaSi, gadadiod-
nen ucxour teritoriaze uf-
ro iafi televizoris an iaf-
fasiani Coca-Cola-s mosaZebnad.
magram, dRevandeli gamWvirva-
loba yovelive amas bevrad
amartivebs.

globalur fasebs Soris

sxvaoba kidev ufro aSkara gaxdeba
internetis saSualebiT. rodesac
firma Tavis saqonels internetiT
yidis, myidvels SeuZlia naxos
sxvadasxva qveyanaSi am produqciis
fasebs Soris sxvaoba. agreTve, maT
eqnebaT saSualeba, produqti pir-
dapir kompanias an yvelaze dabali
fasebis mqone dilers SeukveTon.
yovelive es kompaniebs ufro
■ saerTaSoriso faswarmoqmna: evropis gaerTianebis qveynebma saerTo valu-
stnadartizebuli saerTaSoriso tad evro miiRes, raTa SeeqmnaT `faswarmoqmnis gamWirvaloba" da aeZule-
faswarmoqmnisaken ubiZgebs. binaT kompaniebi, moexdinaT TavianTi fasebis harmonizeba mTel evropaSi.
 544 nawili meoTxe gafarToebuli marketingi
marketingi muSaobis procesSi
`yuradRebiT moepyariT Targmans!~
bevr kompanias hqonia enis barierTan
dakavSirebuli problemebi, dawyebu-
li msubuqi dabrkolebebidan, damTav-
rebuli sruli kraxiT. erTi Sexed-
viT sruliad uvnebelma dasaxelebam
an sareklamo frazam, sxva enaze Tar-
gmnisas, SeiZleba uneblie an faruli
mniSvneloba miiRos. uyuradRebo
Targmanma ki SeiZleba ucxoel momx-
marebels cudi STabeWdileba Seuq-
mnas marketingze.
Cven yvelani momswreni varT ase-
Ti SemTxvevebisa, ucxo qveynis pro-
duqciis yidvisas. amis magaliTia
taivanis erT-erTi firmis mcdeloba,
bavSvebisaTvis eswavlebina, Tu ro-
gor daemontaJebinaT avtofarexSi
urikebiani kibe saTamaSo manqanebi-
saTvis. instruqcia aseTi iyo: `Tama-
Sis dawyebamde, mosacdeli tablo,
sqemis mixedviT, miamagreT da ase ga-
nagrZeT TamaSi; misi xelaxla moxsna
saWiro ar aris”. aseT SemTxvevebSi
bevri sazRvargareT moRvawe ameriku-
li firmaa damnaSave, rac veraviTar
kritikas ver uZlebs.
TargmanTan dakavSirebuli klasi-
kuri Secdomebis umetesoba produq-
ciis dasaxelebebze modis, romlebic
ar iTargmneba saTanadod. rodesac,
1920 wels, CineTis bazarze Coca-Cola
pirvelad gamoCnda, Cinurma ierogli-
febma bgerebis iseTi jgufi Seqmna,
rom am enaze warmoTqmulma Coca-Cola-
m gansxvavebuli produqtis saxel-
wodeba miiRo. samwuxarod, igi, Cinuri
ieroglifebis saSualebiT, Semdeg-
nairad iTargmna: `CakbiCeT cvilis
gombeSo”. xolo, dRes, Coca-Cola-s
boTlebze arsebuli Cinuri warwera
iTargmneba, rogorc `kmayofileba
Tqvens pirSi “.
aseTive problemebs waawyda manqa-
nis mwarmoebeli ramdenime ameriku-
li firma, rodesac maTi prouqciis
saxelwodebebi enobriv bariers ga-
daawyda. magaliTad, Chevy’s Nova, rome-
lic espanurad iTargmna, rogorc ,,no
va’’ anu `ar gamodgeba”. mas Semdeg,
rac GM-ma Secvala saxeli Caribe, mi-
si gayidvebi gaizarda. Ford-ma, Tavisi
Fiera-s modelis satvirTo avtomanqa-
nebis sazRvargareT realizaciisas,
aRmoaCena, rom es saxelwodeba espa-
nurad `uSno moxuc qals” niSnavda.
15.3
Rolls-Royce-ma, germanul bazarze, uari
Tqva saxelze Silver Mist, radganac igi
iTargmna, rogorc `nexvi”. rodesac
imave germanul bazarze gamoCnda
Mist strick-is Tmis saxvevi uToebi, ro-
gorc mosalodneli iyo, germaneleb-
ma naklebad gamoiyenes `nexvis jo-
xi”. aseTive marcxi ganicada
Colgate-ma, roca man frangul bazarze
Cue-is saxelwodebis kbilis pastebi
awarmoa, rac cnobili pornoJurna-
lis saxelwodebac iyo.
erTma firmam braziliis bazarze
sarealizaciod Sampuni Evitol-i gai-
tana. maT maleve gaaanalizes, rom
isini `qertlis kontraceptivis” rea-
lizacias iTxovdnen. amerikul kom-
panias ki Pet-is rZis marketingTan
dakavSirebiT Seeqmna problemebi,
vinaidan, rogorc aRmoCnda, sityva Pet
frangulad `qaris amovardnas” niS-
navs. Hunt-Wesson-ma kvebekSi awarmoa
Big Joho-s produqcia saxelwodebiT
Gros Jos, vidre Seityobda, rom igi
frangulad iTargmneba, rogorc `di-
di mkerdi”. am Secdomas produqciis
realizaciaze SesamCnevi efeqti ar
mouxdenia. Prozac da Acura-s Semqmnel-
ma firma Interbrand of London-ma axali
dasaxelebis produqciis sia Camoaya-
liba saxelwodebiT `sircxvilis
oTaxi”, romelSic Tavmoyrilia ucx-
ouri produqciis saxelwodebebi.
esenia: daniuri firma Krapp-sa da
germanuli firma Happy-End-is tua-
letis qaRaldebi; franguli firma
Grapsy Fruit-is burRuli, italiuri
iogurti Mukk, argentinuli saweblis
fxvnili Poo, germanuli Zit-isa da
franguli Pschitt-is limonaTebi da
a.S.
mogzaurebi xSirad xvdebian pro-
duqcias, romelTa saxelwodebebic
gauTvaliswinebladaa naTargmni. mag-
ali-Tad, erT-erTi Sveicariuli res-
tornis meniuSi vkiTxulobT: `Cveni
Rvinoebi ar gitovebT imedis naper-
wkals”. iaponuri sastumroebis niS-
nebi ki ase iTargmna: `Tqven sastum-
ros moaxlis mosatyueblad giwve-
ven”. romSi samrecxaosTan Semdegi
saxis warwera iyo gamokruli: `qal-
batonebo, Tqveni tansacmeli gareT
datoveT da kargad gaatareT dro
naSuadRevs.” tokioSi, avtomobilis
gaqiravebis erT-erTi firmis broSu-
raSi metad gonivrul SemoTavazebas
waawydebiT: `rodesac fexiT mosia-
rule mgzavri gamoCndeba, aawrialeT
sayviri. Tavdapirvelad, melodiurad
SeexmianeT, xolo, Tu gzaze mainc da-
gabrkoles, maSin energiulad dahka-
riT mas.”
xSirad, sareklamo Temebi Targ-
manSi axal niuanss iZens an raimes
kargavs. magaliTad, firma Coors-is
ludis slogani _ `daikargeT Coors-
Tan erTad” _ espaneTSi ase gamoCnda:
`gaiqeciT Coors-Tan erTad”. Coca-Cola-
s `Coke sicocxles axangrZlivebs”
ki CineTSi ase iTargmna: `Coke gar-
dacvlil winaprebs dagibrunebT”.
rZis mwarmoebelma kompaniam gvian
Seityo, rom misi amerikuli sarekla-
mo SekiTxva _ `gaqvT rZe?” _ meqsika-
Si ufro provokaciulad iTargmna:
`iwvelebiT?” KFC-is slogani ki _
`TiTis wova kargia” _ CineTSi Sem-
degnairad iTargmna: `SeiWameT TiTe-
bi.” Frank Derdue-s klasikur frazas _
`igi uxeS mamakacs Tvinier wiwilad
aqcevs” _ espaneTSi gagrZeleba dae-
mata: `igi aqtiur mamakacs qaTmis
moyvaruls gaxdis.” maSinac ki, roca
ena erTia, misi gamoyenebis stili,
qalaqebis mixedviT, gansxvavebulia.
amgvarad, britanuli firma Electrolux-
is mtversasrutebisaTvis gamoyeneb-
uli fraza _ `araferi isrutavs ise,
rogorc Electrolux” _ cota amerikeli
momxmareblis yuradRebas Tu
miiqcevs.
wyaroebi: See David A. Ricks, “Perspectives: Trans-
lation Blunders in International Business,” Journal of
Language for International Business, July 2, 1996, pp.
50–55; David W. Helin, “When Slogans Go Wrong,”
American Demographics, February 1992, p. 14; “But
Will It Sell in Tulsa?” Newsweek, March 17, 1997, p. 8;
“What You Didn’t Learn in Marketing 101,” Sales &
Marketing Management, May 1997, p. 20; Ken
Friedenreich, “The Lingua Too Franca,” World Trade,
April 1998, p. 98; Richard P. Carpenter, “What They
Meant to Say Was . . . ,” Boston Globe, August 2, 1998,
p. M6; Thomas T. Sermon, “Cutting Corners in
Language Risky Business,” Marketing News, April 23,
2001, p. 9; and Lara L. Sowinski, “Ubersetzung,
Traduzione, or Traduccion,” World Trade, February
2002, pp. 48–49.
 Tavi 15 globaluri bazari 545

sadistribucio arxebi
produqciis saboloo momxmareblamde distribuciis SemTxvevaSi,
saerTaSoriso kompaniam problema mTeli arxis gaTvaliswinebiT unda ganixi-
mTeli arxis
los. suraTi 15.4 gviCvenebs gamyidvelsa da saboloo myidvels Soris kavSiris gaTvaliswineba
sam umTavres saSualebas. kavSiris pirveli saSualeba aris gamyidvelis saTao (Whole-channel view)
organizacia, romelic meTvalyureobas uwevs arxs da TviT am arxis nawilia. saerTaSoriso arxe-
kavSiris meore saSualeba aris qveynebs Soris arsebuli arxebi, romelTac bis dagegmva, rode-
produqcia ucxouri qveynis sazRvrisken gadaaqvT. mesame saSualeba ki aris sac, gamyidvelis
qveynis farglebSi arsebuli arxebi, romlebic axorcieleben produqtis produqciis sabo-
gadatanas sazRvridan saboloo momxmareblamde. zogierTi amerikeli mewarme, loo myidvelamde mi-
SesaZloa, Tvlis, rom maTi saqme mTavrdeba maSin, rodesac produqti maT satanad, yvela saWi-
Senobas tovebs, magram maTTvis ukeTesi iqneba, Tu isini met yuradRebas ro makavSirebelia
dauTmoben produqtis sxva qveynebSi gatanis process. gaTvaliswinebuli.
igi moicavs gamyid-
qveynebis mixedviT gansxvavebulia sadistribucio arxebic. pirveli _ arsebobs velis organizaciis
Zalian didi sxvaoba TiToeuli bazris momsaxure Suamavlebis tipebsa da rao- saTao ofiss, sadis-
denobebs Soris. magaliTad, aSS-is kompaniebis marketingi CineTSi saxelmwifo tribucio arxebs
kontrolis qveS myofi uamravi sacalo da sabiTumo movaWreebis saSualebiT qveynebs Soris da
xorcieldeba. xSirad, Cineli distributorebi konkurentebis produqcias yid- qveynis SigniT.
ian da mimwodeblebTan ZiriTadi gayidvebisa da marketinguli informaciis
gaziarebazec ki uars acxadeben. Cineli distributorebisaTvis, romlebic
SeCveulni arian gayidon is, risi mopovebac SeuZliaT, ucxoa gayidvebisaTvis
swrafi moqmedeba. es sistema, zogjer, mniSvnelovan drosa da investicias
moiTxovs.
magaliTad, rodesac Coke CineTSi
pirvelad Sevida, myidvelebi,
ualkoholo sasmelis SesaZenad,
qarxanaSi velosi pediT midiodnen.
Zalian bevr maRazias jer kidev
ara aqvs eleqtrogayvaniloba
ualkoholo sasmelebis gasagrile-
blad. axla Coca-Cola-m ganaviTara
pirdapiri distribuciis arxebi,
romlebic macivrebiTa da
satvirTo manqanebiTaa aRWurvili.
eleqtromomaragebis sistemis mod-
ernizebis Sedegad, bevr sacalo
movaWres qulerebis damontaJebis
saSualeba mieca. kompania aseve
flobs realizatorebis mTel
armias (10 000-ze met realiza-
tors), romlebic, maragisa da gayid-
vebis Canawerebis Sesamowmeblad,
fexiT an velosi pediT regularu- ■ `raionis komitetis" wevri, romelic Coke-s SanxaiSi yidis.
lad dadian gadamyidvelebTan.
`Coke-ma da misma Camomsxmelebma
TiTqmis yvela supermarketi, restorani da bazris daxli dagegmes, sadac gama-
grilebeli sasmelis moxmareba aris SesaZlebeli, _ aRniSnavs damkvirvebeli, _
am monacemebis wyalobiT, advilia sasmelis mitana, ara aqvs mniSvneloba, didi
hi permarketi iqneba es Tu skola.” ufro metic, Coke, yovelTvis, sadistribucio
midgomebis inovaciis sadarajoze dgas.
gaiareT CineTis nebismier dasaxlebul raionSi da, adre Tu gvian, Tqven
SexvdebiT moxucebul moqalaqes wiTeli samklauriT, romelic eWviT
aTvalierebs gamvlelebs. es pensionerebi arian _ raionis komitetis person-

s u r a T i 15.4
mTeli arxis koncef-
cia saerTaSoriso
marketingisaTvis
546 nawili meoTxe gafarToebuli marketingi

ali, romlebic mmarTveli komunisturi partiis quCis modarajeebis funqcias

asruleben. Tumca, SanxaiSi zogierTi aseTi socialisturi daraji amerikuli
kapitalizmis simbolos Coca-Cola-s SeuerTda, rogorc misi produqtis momx-
mareblamde mimtani. swored am formiT, Coke-ma warmatebiT moicva qalaqis 14
raioni. kompaniis Sanxais filialis ufrosi garigebas ase warmogvidgens: `Cven
maT vuTxariT, Tqven gyavT moxucebuli adamianebi, romlebic didad ar arian
saqmiT dakavebulni. ratom ar SeiZleba, rom Cveni produqciis maragi Tqvens
ofisSi ganaTavsoT? Tqven SegiZliaT maTi gayidva, sakomisioebis gamomuSaveba
da cotaodeni fulis dagrovebac. Cven es SevZeliT~. gayidvebi STambeWdaobiT
ar gamoirCeva, magram im mizeziT, rom komitetebi orasamde ojaxis momcvel
proeqtebs meTvalyureobs, isini brendis cnobadobis agebisaTvis sasargeblo
saSualebaa.
kidev erTi sxvaobaa ucxouri sacalo vaWrobis erTeulis zoma da xasiaTi.
maSin, rodesac aSS-Si sacalo vaWrobis msxvili qselebi Warbobs, sxva qveynebSi
sacalo vaWrobas, ZiriTadad, Zalian patara, damoukidebeli sacalo movaWreebi
axorcieleben. indoeTSi milionobiT sacalo movaWre muSaobs pawawina
maRaziebsa da Ria bazrebze. maT maRali fasnamati aqvT, magram realuri fasi,
vaWrobis Semdeg, mcirdeba. supermarketebis saSualebiT SesaZlebelia ufro
dabali fasebis SeTavazeba, magram, bevri ekonomikuri da kulturuli barieris
gamo, rTulia supermarketebis aSeneba da gaxsna. mosaxleobas dabali
Semosavali aqvs, amitom, mTeli kviris maragis nacvlad, xalxi upiratesobas
yoveldRiur mcire sayidlebs aniWebs. cudad aris ganviTarebuli SefuTvac,
radgan igi produqcias zedmet xarjebs matebs. am faqtorebis
gaTvaliswinebiT, ganviTarebad qveynebSi msxvili sacalo vaWrobis ganviTareba
jerjerobiT izRudeba.

siCqaris
koncefciebis Serwyma
SemzRudavi
SeCerdi da kidev erTxel awon-dawone McDonald’s-is globaluri mar-
ketingis sakiTxebi.
■ ra farglebSi SeuZlia McDonald’s-s Cinuri bazrisaTvis standar-
tizeba? SeerTebuli Statebisa da sxva dasavluri qveynebis marke-
tinguli strategiebisa da programebis romeli elementebi SeiZleba
gamoviyenoT ucvlelad? romlebs sWirdeba adaptireba? iyavi konkre-
tuli.
■ ra farglebSi SeuZlia McDonald’s-s kanadis bazrisaTvis Tavisi pro-
duqtisa da programebis standartizeba? romeli elementebis stan-
dartizeba unda moxdes? romeli maTgani unda moergos?
■ ra farglebSi axorcielebs McDonald’s-i `globalizacias” msoflios
qveynebsa da kulturebSi, `amerikanizaciis” xelSewyobis mizniT? ra
dadebiTi da uaryofiTi mxareebi gaaCnia aseT kulturul ganvi-
Tarebas?

■❚ gadawyvetilebis miReba globaluri marketinguli

organizaciis Sesaxeb
kompaniebi TavianT saerTaSoriso marketingul saqmianobas, sul mcire, sami
sxvadasxva gziT axorcieleben: kompaniebis umetesoba jer axdens saeqsporto
departamentis organizebas, Semdeg qmnis saerTaSoriso filials da bolos _
globalur organizacias.
rogorc wesi, firma saerTaSoriso marketinguli saqmianobis ganxor-
cielebas, ubralod, saqonlis gataniT iwyebs. misi saerTaSoriso gayidvebis
gafarToebis SemTxvevaSi, kompania, gayidvebis menejerTan da ramdenime
 Tavi 15 globaluri bazari 547

asistentTan erTad, ayalibebs saeqsporto departaments. gayidvebis zrdasTan

erTad, saeqsporto departamentma Tavisi sazRvrebi SeiZleba sxvadasxva mar-
ketingul momsaxurebamde gaafarToos, Semdeg ki, aqtiurad gauZRves bizness. Tu
firma erToblivi wamowyebisken an pirdapiri investiciisken aiRebs gezs, saeqs-
porto departamenti ukve araadeqvaturi iqneba.
bevri kompania ramdenime bazarsa da erTobliv wamowyebaSi aris Cabmuli.
kompaniam SesaZloa erT qveyanaSi ganaxorcielos eqsportireba, meoreSi _
licenzireba, mesameSi wamoiwyos erToblivi mflobeloba da meoTxeSi daar-
sos sakuTari filiali. mTliani saerTaSoriso saqmianobis xelmZRvanelobis
mizniT, adre Tu gvian, igi saerTaSoriso ganayofebs an filialebs Seqmnis.
saerTaSoriso ganayofebis organizeba sxvadasxva saSualebiT xorcield-
eba. saerTaSoriso ganayofis korporaciuli personali Sedgeba marketinguli,
sawarmoo, kvlevis, finansebis, dagegmvisa da kadrebis SerCevis specialistebis-
agan. igi axorcielebs dagegmvas da sxvadasxva saeqspluatacio ganayofs
uzrunvelyofs momsaxurebiT, romelTa organizeba sami gziT SeiZleba. es
SesaZloa iyos geografiuli organizacia _ dakompleqtebuli qveynebis
menejerebiT, romlebic am qveynebSi pasuxismgebelni arian realizatorebze,
gayidvis filialebze, distributorebsa da licenziatebze. saeqspluatacio
ganayofs SesaZloa, aseve, hqondes msoflio produqciis jgufis forma, sadac
TiToeuli pasuxismgebelia sxvadasxva produqtis jgufis msoflio gayidvebze.
da bolos, saeqspluatacio ganayofebi SesaZloa iyos saerTaSoriso fil-
ialebi, romelTagan TiToeuli sakuTar mogebasa da gayidvebzea pasuxismge-
beli.
bevri firma gascda saeTaSoriso ganayofis etaps da WeSmaritad glob-
alur organizaciad iqca. isini sakuTar Tavs aRar aRiqvamen erovnul marke-
tologebad, romlebic produqcias sazRvargareT yidian; isini sakuTar Tavs
globalur marketologebad ganixilaven. msoflios maStabiT samewarmeo
saqmianobebisaTvis saWiro mowyobilobebis gankargvas, marketingul politikas,
finansur nakadebsa da logistikuri sistemebis dagegmvas umaRlesi korpo-
raciuli menejmenti da personali axorcielebs. globaluri saeqspluatacio
ganayofi angariSvaldebulia organizaciis mTavari aRmasruleblis an
aRmasrulebeli komitetis (da ara saerTaSoriso ganayofis) xelmZRvanelis
winaSe. aRmasruleblebis swavleba xorcieldeba ara mxolod saSinao an
saerTaSoriso, aramed msoflio operaciebis saSualebiT. kompania menejments
sxvadasxva qveynebidan izidavs, warmoebisaTvis saWiro komponentebsa da marags
umciresi danaxarjebiT yidulobs da investicias axorcielebs iq, sadac
udidesi mogebebi aris mosalodneli.
XXI saukuneSi gadasvlasTan erTad, kompania, romelic imeds konkurenci-
aze amyarebs, ufro globaluri unda gaxdes. maSin, rodesac ucxouri firmebi
warmatebulad i pyroben saSinao bazrebs, kompaniebi ufro agresiulad unda
gavidnen ucxour bazarze. kompaniebi, romlebic TavianT saerTaSoriso opera-
ciebs meorexarisxovan funqciad miiCneven, unda Seicvalon da Camoyalibdnen
kompaniebad, romlebic mTel msoflios erTian usazRvro bazrad xedaven.
548 nawili meoTxe gafarToebuli marketingi
SeisveneT:
koncefciebis kvaldakval
droa, SeisvenoT da Tvali gadaavloT
am TavSi Seswavlil globaluri mar-
ketingis koncefciebs. warsulSi, aSS-
is kompaniebi saerTaSoriso vaWrobas
nakleb yuradRebas uTmobdnen. Tu
SeZlebdnen da cotaoden damatebiT saeqsporto
gayidvebs moi povebdnen, es ukve kargi Sedegi iyo.
magram didi da uxvi SesaZleblobebis bazari
maT saxlSi hqondaT. dRes, maTi sididis miuxe-
davad, kompaniebi sakuTar Tavs ver miscemen
uflebas, yuradReba mxolod saSinao bazrebs
dauTmon. bevri industria globalur indus-
triad iqca da firmebi, romlebic globalurad
muSaoben, saWiroeben dabalxarjiani brendis
maRal cnobadobas. imavdroulad, savaluto kur-
sis, arastabiluri mTavrobis, savaWro bariere-
bisa da ramdenime sxva faqtoris gamo, glob-
aluri marketingi garkveul risksac Seicavs.
potenciuri zrdisa da saerTaSoriso mar-
ketingis riskis mqone kompaniebi globaluri
marketinguli gadawyvetilebebis misaRebad sis-
tematurad axali gzebis Ziebis saWiroebis
winaSe dganan.
1. ganixileT, ra gavlenas axdens saerTaSoriso
savaWro sistema, ekonomikuri, kulturuli
da politikur-samarTlebrivi garemo kom -
paniis saerTaSoriso marketingul gadawyve-
tilebebze.
kompania unda icnobdes globalur marketingul
garemos, gansakuTrebiT ki saerTaSoriso
savaWro sistemas. man unda Seafasos TiToeuli
ucxouri bazris ekonomikuri, politikur-
samarTlebrivi da kulturuli maxasiaTeblebi.
amis Semdeg, kompaniam unda gadawyvitos, surs Tu
ara sazRvargareT gasvla da potenciuri riski
da sargebeli ganixilos. man unda gadawyvitos
TavisTvis sasurveli gayidvebis moculoba, ram-
den qveyanaSi surs sabazro saqmianobis ganxor-
cieleba da romel konkretul bazrebze surs
Sesvla. es gadawyvetileba, riskfaqtorebis
donis gaTvaliswinebiT, ukugebis miRebis prob-
lemis Sefasebas saWiroebs.
2. aRwereT saerTaSoriso bazarze gasvlis
mTavari midgomebi.
kompaniam unda miiRos gadawyvetileba, rogor
Sevides TiToeul bazarze – eqsportirebis,
erToblivi wamowyebisa Tu pirdapiri inves-
ticiis saSualebiT. bevri kompania saqmianobas
eqsportirebiT iwyebs, Semdeg erToblivi
wamowyebiT agrZelebs da bolos ucxour
bazarze pirdapir investicias axorcielebs. eqs-
portireba aris ucxour bazarze produqciis
gayidva da gagzavna saerTaSoriso marketinguli
Suamavlebis (arapirdapiri eqsportireba) an kom-
paniis sakuTari departamentis, filialis Tu
gayidvebis warmomadgenlis an agentis saSua-
lebiT (pirdapiri eqsportireba). erToblivi
wamowyebis Camoyalibebis dros kompania ucxour
bazarze Sedis ucxoel kompaniebTan gaerTia-
nebis saSualebiT, raTa awarmoos an ganaxorcie-
los produqtis Tu momsaxurebis marketinguli
saqmianoba. licenzireba aris ucxour bazarze
Sesvlis meTodi, romlis drosac kompania
ukavSirdeba ucxour bazarze arsebul licen-
ziats da mas sTavazobs, specialuri salicenzio
gadasaxadis safuZvelze moi povos warmoebis,
savaWro markis, patentis, warmoebis saidumloe-
bis an sxva faseulobaTa mqoneblobis ufleba.
3. ganixileT, rogor axorcielebs kompania
Tavisi marketinguli kompleqsis saerTa-
Soriso bazrebze morgebas.
kompaniebma aseve unda gadawyviton, Tu ramdenad
moargon TavianTi produqcia, stimulireba,
fasebi da sadistribucio arxebi TiToeul ucx-
our bazars. erTi mxriv, kompaniebi mTel
msoflioSi iyeneben standartizebul mar-
ketingul kompleqss, sxvebi – morgebul mar-
ketingul kompleqss, romlis drosac kompania,
meti danaxarjebis, magram ufro didi sabazro
wilisa da mogebis imediT, marketingul komple-
qss TiToeul bazars usadagebs.
4. gansazRvreT saerTaSoriso marketinguli
organizaciis sami ZiriTadi forma.
saerTaSoriso marketingisaTvis kompaniam unda
Camoayalibos efeqturi organizacia. firmebis
umravlesoba iwyebs saeqsporto departamentiT
da amTavrebs saerTaSoriso filialiT. kom-
paniis umaRlesi moxeleebis (oficrebis) mier
dagegmili da marTuli msoflioSi gavrcele-
buli marketingis saSualebebiT, mcire maTgani
yalibdeba globalur organizaciad. glob-
aluri organizaciis gadmosaxedidan mTeli
msoflio erT usazRvro bazars warmoadgens.
 Tavi 15 globaluri bazari 549

TavSi gamoyenebuli terminebi

arasatarifo savaWro bari - Nantariff Trade barriers mTeli arxis gaTvaliswineba Whole-channel view
erebi pirdapiri investicia Direct Investment
gacvliTi vaWroba Countertrade produqtis pirdapiri Straight product exten-
globaluri firma Global firm gafarToeba sion
ekonomikuri sazogadoeba Economic community produqtis adaptacia Product adaptation
embargo Embargo produqtis gamogoneba Product invention
valutis gacvlis kontroli Exchange controls
sakontraqto warmoeba Contract manufacturing
erToblivi wamowyeba Joint venturing
standartuli marketinguli Standardized marketing
eqsportireba Exporting kompleqsi mix
erToblivi mflobeloba Joint ownership
xelSekruleba marTvis Management Contracting
komunikaciis adaptacia Communication adaptation
specifikaze
licenzireba Licensing
qvota Quota
morgebuli marketinguli Adapted marketing mix
kompleqsi
tarifi Tariff

imogzaureT
gansaxilveli sakiTxebi
1. ganixileT, rogor SeiZleba tar-
ifebma, kvotebma da arasatarifo
savaWro barierebma SezRudos saerTa-
Soriso vaWroba. ratom SeiZleba mTavrobam
miiRos gadawyvetileba ucxouri produqciis
importis SezRudvaze? rogor exmareba region-
aluri Tavisufali vaWrobis SeTanxmeba qveynebs
Soris vaWrobis stimulirebas?
2. ra dadebiTi da uaryofiTi mxareebi gaaCniaT
erToblivi wamowyebis Semdeg ti pebs: licen-
zireba, sakontraqto warmoeba, xelSekruleba
marTvis specifikaze, erToblivi mflobeloba.
3. gansazRvreT produqti, romlis SemTxvevaSi
gamoiyeneba standartizebuli marketinguli kom-
pleqsi, an romlis SemTxvevaSic mizanSewonilia
morgebuli marketinguli kompleqsiT sargeblo-
ba. SeafaseT am strategiis am produqtebTan Se-
sabamisoba.
4. warmoidgineT, rom Tqven pasuxismgebeli xarT
pakistanSi Ford Explorer-is wardgenaze. ganmarteT,
produqtis an stimulirebis strategiis rogori
cvlileba aris saWiro, raTa igi 15.3 suraTze naC-
veneb TiToeul grafas moergos.
5. ganmarteT, ra gansxvavebebi arsebobs saerTa-
Soriso marketinguli funqciis organizebisas
saeqsporto departaments, saerTaSoriso fil-
ialsa da globalur organizacias Soris. ra
iwvevs erTi organizaciuli formidan meoreze
gadasvlas?
gamoyenebiTi SekiTxvebi
1. SeiswavleT 15.1 cxrilSi CamoTvlili sabazro
potencialis indikatorebi. ewvieT Tqveni sko-
lis biblioTekas da am eqvsi ZiriTadi kategori-
idan moiZieT monacemTa, sul mcire, ori eleq-
tronuli an beWdviTi wyaro. Tqven mier
moZiebuli sainformacio wyarodan romelia yve-
laze metad saimedo da romeli yvelaze nakle-
bad? yvelaze naklebad saimedo monacemTa gamo-
yenebiT sabazro potencialis Sefasebisas Tqven,
rogorc marketingul menejers, ra damokide-
buleba geqnebodaT?
2. Tqvenma xelmZRvanelma gTxovaT rCeva kom-
paniis axali brendis, uSaqro nayinis, italiur
bazarze saukeTeso gziT Setanis Taobaze. rome-
li xerxiT urCevdiT Sesvlas da ratom? am ga-
dawyvetilebis misaRebad ra saxis informacia
sWirdeba kompanias, raTa igi rekomendebul arCe-
vanad iqces? ra cvlilebebi unda ganicados
Sesvlis im meTodma, romelic ar amoirCieT?
3. studentebi ganawildiT sam gjufad. warmoi-
dgineT, rom Tqvens jgufs evaleba meqsikis
bazarze Tqveni firmis leptopis kompiuterebis
axali seriis Setanis mimzidvelobis Sefaseba.
SeafaseT leptopis kompiuteris Sesatanad meq-
sikis bazarze Sesvlis xelsayreloba ekonomi-
kuri, politikur-samarTlebrivi da kulturuli
garemos pirobebSi. warmoudgineT Tqveni mosaz-
rebebi klass.
550 nawili meoTxe gafarToebuli marketingi
teqnologiur samyaroSi
daxmarebiT sargebloba yvelas
SeuZlia. magram sad SeiZleba waxvide,
Tu flob bizness, romelic daxmarebas
saWiroebs operaciebis saerTaSoriso
asparezze gasafarToeblad? 1988 wels aSS-is kon-
gresma, mas Semdeg, rac gaacnobiera amerikuli biz-
nesis ufro konkurentul globalur bazrebad
Camoyalibebis aucilebloba, miiRo kanoni
saerTaSoriso biznesis ganaTlebisa da kvlevis
centrebis (CIBER) Seqmnis Taobaze,. amJamad
qveyanaSi arsebobs fondebiT uzrunvelyofili 30
universiteti, romelTa mizania programebis
ganviTareba, kvlevis marTva, enis Seswavla da sxva
resursebis xelmisawvdomobis uzrunvelyofa, rac
daexmareba biznesmenis, maswavleblebisa da stu-
dentebis saerTaSoriso SesaZleblobebs. ewvieT
CIBER-is veb-gverds (http://ciber.centers.purdue.edul) da
ganixileT saerTaSoriso biznesis Camoyalibebis
msurveli kompaniebisaTvis xelmisawvdomi infor-
macia da upasuxeT Semdeg kiTxvebs:
1. saerTaSoriso marketinguli interesebis
gasagebad biznesmenebisa da studentebisaTvis
ra resursebi aris xelmisawvdomi?
2. rogor SeuZlia CBIER-is resursebis
gamoyeneba mcire biznesis mflobels, romelic
dainteresebulia laTinur amerikaSi saqmi-
anobis gafarToebiT?
3. ra saxis resursebia xelmisawvdomi biznessko-
lis studentebisaTvis, romelnic dainterese-
bulni arian TavianTi saswavlo programis
saerTaSoriso komponentis gaumjobesebiT?

eTikis samyaroSi
skompaniis saerTaSoriso arenaze
gasvlasTan erTad, globaluri baza-
ri marketingul menejerebs myidve-
lebisa da tradiciebis farTo spe-
qtris winaSe ayenebs. am dros
biznespraqtika, romelic SesaZloa
erTma qveyanam dagmos (magaliTad, biznesgarige-
bebis misaRwevad saCuqrebis SeTavazeba), msof-
lios sxva kuTxeSi SeiZleba biznesis warmoebis
Cveuli da miRebuli gza iyos. es SesaZlebelia
saintereso aRmoCndes menejerebisaTvis, romleb-
mac zustad ar ician, rogor ireagiron kultu-
rul sxvaobebze. `kulturuli relativizmis”
midgoma adgilobrivi kulturuli adaT-wesebis
miRebas gvTavazobs. meore mxriv, `eTikuri impe-
rializmis” midgoma niSnavs Semdegs: pirovnebis
ucxouri biznessituacia
Starbucks-Tan dakavSirebuli video-
masala ganTavsebulia 1 danarTSi,
wignis bolos.
Tavi 15 globaluri bazari 551
mSobliuri qveynis wesebi aris swori da maTi
universalurad gamoyeneba unda moxdes.
1. romeli midgomis gamoyeneba aris marTebuli _
kulturuli relativizmis, eTikuri imperial-
izmisa Tu raime Sualeduri poziciis? ganmar-
teT Tqveni arCevani.
2. arsebobs Tu ara raime gakvaluli gza, ro-
melsac yvela kompaniam unda misdios, miuxedavad
imisa, Tu sad muSaobs igi? (magaliTad, adamia-
nuri Rirsebis pativiscema)
3. rogor gamoxatavT Tqvens diskomforts im
biznespraqtikis mimarT, romelic Tqvens
kulturaSi araeTikurad miiCneva, magram miRe-
bulia im adgilobrivi kulturisaTvis, romel-
Sic Tqven saqmianobas axorcielebT?