ch 05 mk 2014
TRANSCRIPT
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marketingis safuZvlebi 2014 Tavi V – momxmareblis qceva
Caucasus University2014
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ლექციის თემები
• samomxmareblo bazari da ZiriTadi faqtorebs, romlebic gavlenas axdenen momxmareblis qcevaze
• gadawyvetilebis miRebis procesis safexurebi
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saboloo momxmarebeli
momxmarebeli, romelic yidulobs produqts an momsaxurebas saboloo gamoyenebisaTvis
am adamianebisgan Sedgeba samomxmareblo bazari
Ziriadi kiTxva: rogor reagireben momxmareblebi sxvadasxva marketingul aqtivobebze ?
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momxmareblis qcevis modeli
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faqtorebi romlebic ganapirobebis qcevas
kulturuli
• kultura• sublultura• socialuri klasi
socialuri
• sarekomendacio jgufi
• ojaxi• roli da statusi
pirovnuli
• asaki• profesia• ekonomiuri mdgomareoba
• cxovrebis stili• pirovneba da TviTaRqma
fsiqologiuri
• motivacia• aRqma• swavla• rwmena da
damokidebuleba
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faqtorebi romlebic ganapirobebis qcevas
kultura : ZiriTadi Rirebulebebis, qcevis , saWiroebebis da survilebis nakrebi - naswavli da ganpirobebuls ojaxisgan da analogiuri “institutebidan”
kultura aris pirovnebis qcevis da moTxovnebis ganmsazRvreli ZiriTadi mizezi
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faqtorebi romlebic ganapirobebis qcevas
subkultura : erTnairi Rirebulebebis mqone adamianTa jgufi romelTa Rirebulebebi ganpirobebulia erTnairi cxovrebiseuli gamocdilebiTa da saarsebo garemoTi
azieli momxmarebeli afro amerikelirdasruli momxmarebeli zrdasruli momxmarebeli
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faqtorebi romlebic ganapirobebis qcevas
socialuri klasi : sazogadoebis garkveul wilad mudmivi da mowyobili danayofebi, romlis wevrebic iziareben erTnair Rirebulebebs, interesebsa da qceviT maxasiaTeblebs
samuSaos tipi Semosavali ganaTleba sacxovrebeli adgili
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faqtorebi romlebic ganapirobebis qcevas ()socialuri )
jgufi
• misabaZi / sarekomendacio jgufi – pirdapiri gavlena aqvs gadawyvetilebis Sefasebaze
ojaxi
• Oojaxi momxmareblis qcevis ganmsazRvreli yvelaze Zlieri socialuri institutia
statusi
• statusi – konkretul wreSi Tu jgufSi, pirovnebis mdgomareoba / pozicia
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Maslow’s Hierarchy of Needs
TviT damkvidreba(Tavdajerebuloba
Tavisufleba)
aRiarebareputacia, popularoba,
socialurisiyvaruli, jgufis wevroba
usafrTxoebadaculoba, simSvide
fiziologiuriSimSili, wyurvili, seqsi
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gadawyvetilebsis miRebis procesi
saWiroebis aRiareba
informaciis moZieba
alternativebis Sefaseba
Sesyidvisgadawyvetileba
Sesyidvis Semdgomi
qceva
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gadawyvetilebsis miRebis procesi
• , , ოჯახი მეგობრები მეზობლები• ინფორმაციის მოძიების ყველაზე ეფექტური
წყარო
პირადიწყარო
• , რეკლამა რეალიზატორები• ინფორმაციის მოძიების ძირითადი წყარო
კომერციულიწყარო
• მას მედია• ზოგადი ინფორმაციის მოძიების წყარო
საზოგადოწყარო
• პროდუქტის გასინჯვა და გატესტვა• ინფორმაციის მოძიების ყველაზე ზუსტი წყაროექსპერიმენტი
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aTviseba (SeZena)
aTvisebis procesi – gonebrivi faza, rodesac individi gadaamuSavebs pirvelad miRebul informacias axali produqtis Sesaxeb - misi SeZena ar SeZanasTan dakavSirebul gadawyvetilebis saboloo miRebamde
aTvisebasacdelad yidvaSefasebainteresigaTvicnobi
ereba
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aTviseba (SeZena)
• momxmarebeli ecnoba axal produqts, magram nakleb infromacias flobs mis Sesaxeb
gaTvicnoebiereba
• momxmarebeli eZebs informacias axal produqtze
interesi
• momxmarebeli ganixilavs Rirs Tu ara produqtis gasinjva
Sefaseba
• momxmarebeli cdis axal produqts patara doziT, raTa gaaumjobesos misi faseulobis Sefaseba
sacdelad yidva
• momxmarebeli iRebs gadawyvetilebas regularulad, raTa gamoiyenos axali produqti
aTviseba
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saboloo daskvnis Camoyalibeba
inova
tore
bi
adre
ula
d
am
Tvi
sebeln
i
adre
uli
um
ravl
eosb
a
gvi
ani
um
ravl
eso
ba
Cam
orC
enile
bi
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inovatorebi
inovatorebi arian axali produqtis pirveli amTvisebelni
• midian riskze • cdian axal ideebs
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adreuli amTvisebelni
adreuli amTvisebelni arian azris liderebi, iTviseben axal ideebs frTxilad magram adreul periodSi
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adreuli umravlesoba
adreuli umravlesoba arian frTxilebi – miuxedavad imisa, rom isini iSviaTad arian liderebi, iziareben axal ideebs metad, vidre saSualod sxva adamianebi.
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gviani umravlesoba
gviani umravlesoba - isini iziareben inovaciebs mxolod mas Semdeg rac mas gamocdis xalxis umravlesoba
• arian skeptikosebi
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CamorCenilebi
CamorCenilebi - isini eWvis TvaliT uyureben cvlilebebs da siaxleebs iReben mxolod maSin, rodesac is xdeba raRac tradiciis msgavsi.
• tradiciaTa moyvarulni
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saboloo daskvnis Camoyalibeba
inova
tore
bi
adre
ula
d
am
Tvi
sebeln
i
adre
uli
um
ravl
eosb
a
gvi
ani
um
ravl
eso
ba
Cam
orC
enile
bi
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? ? ? ? ? ?
? ? ? ? ? ?kiTxvebi
? ? ? ? ? ? kiTxvebi
kiTxvebi