Búl maqala - gazetke shyghatyn dýnie emes edi. Biraq, ainalamnan, әsirese, óz aghamnan jýieli marketnigpen ainalysugha qayta-qayta úsynys týsken song jauap beruge tura keldi. Búl tektes úsynys әli talay kezdeserin sezgendikten, jauabymdy jýielep qaghazgha týsirip kórdim. Sosyn "nege osy taqyrypty BAQ betine berip, kópshilik talqysyna salmasqa?"- degen oy keldi.

Búl maqala - gazetke shyghatyn dýnie emes edi. Biraq, ainalamnan, әsirese, óz aghamnan jýieli marketnigpen ainalysugha qayta-qayta úsynys týsken song jauap beruge tura keldi. Búl tektes úsynys әli talay kezdeserin sezgendikten, jauabymdy jýielep qaghazgha týsirip kórdim. Sosyn "nege osy taqyrypty BAQ betine berip, kópshilik talqysyna salmasqa?"- degen oy keldi.

Jýieli (setevoy) marketing - qalay deseng de kýsh alyp kele jatqan, erte me, kesh pe, kóbimizge bir soqpay ótpeytin qúbylys. Sondyqtan ol turaly әrqaysymyzda bir pozisiya boluy qajet dep sanaymyn. Birden aitayyn: jogharydaghy úsynystargha mening jauabym - «joq» degen jalghyz sóz. Biraq, bóten kisi emes, óz bauyryng (tipti bóten bolsa da aiyrmasy qansha?! Olar maghan búl úsynysty jaqsy niyetpen aitty dep oilaymyn) bolghasyn, baltamen keskendey dýnk etkizbey, bayyppen týsindirgenge ne jetsin?! Atam qazaq «aytyp óltir!» demey me? Odan beri songhy kezdegi kýrt qymbattau biraz júrtqa kәdimgidey ýrey alyp keldi. "Shaytan adamdy kedeylikpen, kәrilikpen qorqytady", - deydi, osy qorqynysh halyqty jýieli marketingpen ainalysugha mәjbýrlep, yqylastyng jana bir tolqynyn әkelmey me? Sondyqtan osy turaly oy bóliskendi jón kórdim.
Sonymen, men nege «joq» dedim?! Týpting týbinde búl jýie baylyq әkeletinine senbegendikten be? Joq, olay emes. Jýieli marketing ózine shyn berilgen kisini kóldenennen aman bolsa, bay qyluy әbden mýmkin. Alayda ózim basyn shalyp kórgen birneshe jýieli marketing bastapqy satysynan-aq mening jan-dýniyeme jaqpady. Jýregim búl jýieni qabylday almady. Keyinirek men jýieli marketingting bastapqy, biraq eng basty «ARMANDAU» degen satysynan sýringenimdi týsindim.
«ARMANDAU» satysynda bolashaq tәuelsiz kәsipker (jýieli marketingpen ainalysatyndar ózderin osylay ataydy) býkil armanyn qaghaz betine týsirui tiyis. Búl onshalyq qiyn sharua emes sekildi. Biraq qaghaz betine "ýi", "mashina", "saulyq" syndy standart sózderdi tize bere, mandaygha úrghanday kilt toqtadym! Búlar shynymen «ARMAN» ba? Eger «ARMAN» bolsa, qolyma qonghanda meni baqytty qyluy shart emes pe? Keleshekte men kók tiregen kottedji, kerim kóligi bar, qol-ayaghy balghaday, beti narttay, jarau attay jigit bolsam - búl kýy maghan baqyt sezimin syilay ma? Basqasha aitqanda, janym tynysh bola ma? Áy, qaydam! Búdan jan tynyshtalatyn bolsa, kottedjderinen kóshe, kólikterinen tyghyn túrghyzugha bolatyndar baqytty bolar edi. Biraq jany jay tapqan bay kórgenim joq.
Basqasy basqa, osy jasyma deyin óz basymda - "jyldan-jyldan kemip bara jatqan kózimdi emdetsem, qalada jeke ýiim jәne su jaghasynda sayajayym bolsa" degen "ARMANDARYM" boldy. Qazir, Qúdaygha shýkir, operasiyadan keyin kózim qalpyna kelip, kóshede kózildiriksiz kósiltip kólik aidap jýrmin. Qasym jyrgha qosqan Shaghannyng jaghasynda anau-mynau emes, 12 sotyq jekemenshik sayajayym, qalada sayalaytyn ýiim bar. Shynymdy aitsam, osy aitqandaryma qol jetkizgen sәtte quanysh sezimin bastan keshirgenimmen, ol shirkinder "men baqyttymyn" dep aitqyzarlyqtay jýrek jararlyq bola alghan joq.
Al jýieli marketingting sonyna týsken "tәuelsiz kәsipker" materialdyq nәrseni arman qyla almasa, "jýieli marketingting ýmbeti" sanalmaydy. Óitkeni jýregine myqtap ornyqqan sol arman ghana ony qu dýniyening sonynan tynymsyz sýiremek. Basqasha aitqanda, matery "ARMAN" - esh kedergige qaramastan tynymsyz algha tartatyn parovoz-lokomotiyv. Býkil kýshimdi jýieli marketingke arnamay, osy maqalany jazyp otyruyma sebep - mende әuel bastan әlgi "parovoz" bolmaghan eken...
Jýieli marketing - otbasylyq biznes. Búl iste tabysqa tolyq jetu ýshin júbayyng da belsene atsalysuy shart. Yaghni, otbasynyng әr mýshesi - belsendi "birlik". Sol sebepti, ol "birlikterdin" salghyrt boluy qúptalynbaydy. Mysaly, "tәuelsiz kәsipker" әiel adam ayaghy auyrlap, bala tapsa - búl onyng "kәsibi" - jýieli marketing ýshin kәdimgidey qauip! IYә, ol endi balagha alandap, búrynghyday isker bola almaydy. Sondyqtan әrtýrli qúitúrqy әdis-tәsilding kómegimen bala tabudy keyinge qaldyru, sanyn shekteu - "tәuelsiz kәsipkerler" arasynda jii kezdesetin qúbylys. Jýieli marketing bizding qoghamda keng jayylyp kele jatqandyqtan, búl faktor - memleketting demografiya sayasatyna, týptep kelgende últtyq qauipsizdigimizge qauip tóndiredi desem, asyra siltey qoymaspyn.
Jýieli marketing bizding qoghamgha qadam basqaly on shaqty jyl bolyp qaldy. Uaqyt ótken sayyn olardyng tabighaty týrlenip, zamanyna qaray iykemdelip otyrghanyn bayqaymyz. Alghashqyda búl "jolgha" negizinen jastar tartylsa, qazir egde adamdarmen de belsendi júmys istele bastady. Egde adamdar jýieli marketingting arnayy týrlerine, әsirese "zeynetaqy jinaqtau" degenine jiyirek tartyluda. Búl jýie boyynsha adam keminde 10-15 jyl arnayy esepshotqa belgili bir soma salyp otyruy tiyis. Ol qarjy jyldar ótkesin eselep kóbeyip, iyesine zeynetaqy týrinde qaytyp keledi-mis.
Jaqynda búryn mektep diyrektory bolghan, ortasyna qúrmeti bar zeynetker jengem kezdesuge shaqyrdy. Ol әlgi "biznespen" ainalysyp jýr eken. Sóilese kele úqqanym, bala-shaghasy bar, bay bolmaghanymen baquatty, әli de tyn, quatty (tifә-tifә, til-kózden saqtasyn) jengemiz maghan jýieli marketingpen ainalysugha úsynys jasap otyr. Bir qaraghanda bәri jaqsy sekildi. Ýlken kisi jasy úlghayghanyna qaramastan eshkimnen qayyr-sadaqa, qaryz-kómek súramay qosymsha tabys tabuda. Biraq osynday jandar ýlgi tútylyp, qúbylysqa ainalsa, qoghamnyng tabighy damuyna keri әser tiygizbey me? Aytayyn degenim - qay zamanda da jasy úlghayghan jan boyyna tәjiriybe, bilim, danalyq jinaqtap, sol baylyghyn kelesi buyngha beretin, bir sózben aitqanda tәrbiyemen ainalysatyn edi. Mysaly, әje men ene jas kelindi baulidy, nemeresin baghady, ertegi aitady, dombyra ýiretedi degendey. Eger qoghamnyng qazynasy boluy tiyis qarttar ózining negizgi missiyasyn, paryzyn ótemey, tanys-tamyryn aralap, "biznes-plan" oqyp jýrse, bir-eki úrpaqtan keyin mәngýrtke ainalyp shygha kelmeymiz be?
Men "bәlen jyldan keyin týgen pensiya alyp otyrasyn" degen jengemizdi toqtatyp, qarsy súraq qoydym. "Eger 5-10 bala ósirip, dúrys tәrbie bersem, olar meni asyramay ma? Osydan artyq maghan qanday zeynetaqy kerek?" - degenimde, ol kisi qarsy uәj aita almay qaldy.
Eger men ózime zeynetaqy tabam dep kýni boyy alashapqyn jýretin bolsam, bala tәrbiyesine uaqytym qalmaydy, nemese kem bólinedi. Sol kemdik keyin aldymnan shyqsa (Qúday saqtasyn), búl zeynetaqydan ne ne qayyr?! Qay qazaq bayaghyda "mine, mal jyiyp jatyrmyn, qartayghanda mening medet, ýmit, kepilim - osy" depti?! Álde "oybay, on bala tapsaq otargha uaqyt az qalady, - dep zarlaghan ba eken?! Kóp balasyna kezek qonaq bolyp, olardy ondy-soldy júmsap, qúrmet-syigha bólenip jýrgen by kempir-shaldy әli de bolsa kórip jýrmiz. Marketingpen ainalysyp tapqan zeynetaqyndy qarttargha arnalghan pansionatqa (shetelde búl pәle kóp), ne auyzyna eshqanday meyirimsiz, aqshang ýshin ghana su tamyzatyn jaldamalygha bergenshe, kezinde bala-shagha men qonaghynnyng auyzynan jyrmay júmsap, uaqyt jetip, dәm-túz bitkende aghayyn ishinde, arulanyp jan bergen әldeqayda artyq emes pe?!
Jýieli marketingte ainalyp jýrgen dýniyening barlyghy - shet eldiki. Osy "biznespen" ainalysatyn "tәuelsiz kәsipkerge" qoyylatyn talaptyng biri - tek ózi nasihattaytyn kompaniyanyng tauaryn paydalanuy mindetti. Sonymen birge ol ózi satyp jýrgen dýniyeni, mysaly, tis syqpasyn jaqyn-juyq, tuma-tuysqan, kórshi-kólem, tamyr-tanys, júmystas-joldastaryna taratugha janyn salady. Shynyn aitu kerek, búl tauarlar sapaly. Biraq, baghasy on ese qymbat! Eseptesek, on ese sapaly dep aita almaysyn.
Bir bayqaghanym - jýieli marketing arqyly taralatyn tauar saudasynan otandyq qazynagha eshtene týspeydi. Búl tauardyng barlyghy basqa elderde óndirilgen. Júmys kýshi shet elden tartylady, salyq ta sonda qalady. Endeshe "tәuelsiz kәsipkerdin" qajyr-qayraty, әdis-tәsili (mysaly demping) nәtiyjesinde otandyq tauar yghystyrylyp jatsa, búl ekonomikalyq qauipsizdigimizge núqsan keltirmey me?
Meni qatty alandatatyn bir nәrse, osy "biznestin" sonyna birjola týsip, alghashqy nәtiyjege qol jetkize bastaghan jandar - qatardaghy qarapayym, tegin adamdar emes! Olar - óte isker, alghyr, oiy úshqyr, kópshilikpen til tabysqysh, aqyldy jandar ekeninde sóz joq! Búlardyng júrt qyzyghar mamandyghy, qaltasynda birneshe diplomy boluy da mýmkin. Mysaly, ózim biletin bir adam jalaqysy óte joghary múnay salasynda lauazymdy qyzmette júmys isteytin. Marketingting dәmin alghan song memleket qyzmetining bәrin jyly jauyp qoydy. Endi onyng býkil qabilet-qarymy jeke basyna, sosyn týp-tamyry shetelde jatqan marketingtik jýiege qyzmet etude!
Men biletin jýieli marketingting barlyghy da Qazaqstan Respublikasynda zansyz qyzmet jasaydy. Olar bizding elde tirkelmegen. Jýieli marketingpen ainalysatyndardyng Reseyde nemese basqa shet elderde tirkeletin sebebi sondyqtan.
Jýieli marketingke jana adam tartqan kezde búl kompaniyanyng úzaq, әldeneshe ondaghan jyl boyy júmys istep kele jatqany, senimdiligi, sonday-aq berile ainalysqan jaghdayda kóp tabys, mol jemis bolatyny basa aitylady. Degenmen, qanshalyq senimdi kompaniya bolsa da, barlyq qauipten saqtandyrylsa da, eshkim onyng kýni erteng bankrot bolyp ketpeytinine kepildik bere almaydy. Taryih sahnasynan kompaniya túrmaq, tútas el, imperiyalar joq bolghany mәlim. Osydan jiyrma jyl búryn kim Kenes eli tarap ketedi dep oilady?! Nemese jýieli marketingpen ainalysugha tyiym salynbaytynyna kim kepil? Sondyqtan býkil ýmitin, bolashaghyn bir kompaniyagha baylau qajet pe?
Ádette jýieli marketingpen ainalysqan adam eriksiz osy kompaniya ornalasqan shetelding tileulesine ainalady. Eger alda-jalda sol elmen bir janjal, soghys (onyng betin aulaq qylsyn degenmen de) bola qalsa, "tәuelsiz kәsipkerdin" býiregi kimge búratyny belgisiz. Matery qúndylyq qaghba bolghan zamanynda qu dýnie ózine tartyp ketpey me? Búl da bir oilanatyn nәrse.
Kәdimgi qyzmetker, kәsipker óz isimen negizinen júmys uaqytynda ainalyssa, "tәuelsiz kәsipker" ýshin múnday úghym joq. Onyng júmys uaqyty - tәulik boyy. Ásirese, biznesining dәmin ala bastaghan song ol ózine de, ózgege de tynym berudi qoyady. Kez-kelgen kisiden potensialdy payda kózin kóredi. Tanysqan әrbir adamymen súhbatty jýieli marketing taqyrybyna búrady. Otyrsa-túrsa jýreginde bir maqsat - "biznesin" óristetu túrady.
Jýieli marketingting ekinshi satysy - "tәuelsiz kәsipker" býkil tanysynyng tizimin qaghazgha tizip shyghady. Búl tizimde eshqanday shek bolmauy tiyis. Yaghny "tәuelsiz kәsipker" ýshin aghayyn-tuma, naghashy-jiyen, qúda-jekjat, baldyz-jezde, dos-júmystas degen joq, olardyng bәri - nysana, yqtimal tútynushy, biznes subektisi. "Tәuelsiz kәsipker" әrbir sәtti (kezdesu, qonaqtyq, sapar, t.s.s) óz biznesine tartugha, ne tauaryn ótkizuge paydalanyp qalugha tyrysady. Sondyqtan shetelde qaqpagha "saqtandyru agentterine, sadaqa súraushylargha, jýieli marketing ókilderine kiruge bolmaydy, " - dep jazylyp qoyylatyn kórinedi. "Tәuelsiz kәsipkerden" soghys kezinde poshtashyny kórgendey qashqaqtap túratyndar qazir bizde de kóbeydi.
Jýieli marketing әleminde óte ýlken qarjy ainalyp jýr. Búl jerde aqsha ghana emes, ýlken sayasat ta bar. Jýieli marketing ómirine boylap kirgen adam әdette kosmopoliyt, toghyshar, ruhany dýniyesi shekteuli, últtyq kelbeti joq, otanshyldyghy kem, batysshyl bolyp, jaman maghynasyndaghy "Ghalam azamatyna" ("Grajdanin mira") ainalady. Azamattary jartylay zombi, robot, mәngýrtke ainalghan eldi jaulau da, jaulamay-aq baghyndyryp, degenin istep otyru da qiyn emes.
Jýieli marketingpen ainalysatyndardyng jan-dýniyesi, jýris-túrysy, minez-qúlqy, talghamy birte-birte bir-birine qatty úqsay bastaydy. Áriyne, búl zandy prosess. Óitkeni jogharyda aitylghan "ARMAN" jәne tanystar tizimin toltyru satysynan ótkenderge mindetti týrde oqu, tyndau, kóru ýshin kitap-kassetalar úsynylyp, onyng oryndaluy tekseriledi. Búl materialdar - tegin dýnie emes, sayyp kelgende baylyqqa qúshtarlyqty arttyratyn, osy jolgha tabandylyqqa ýiretetin, qajet bolghan jaghdayda týrli qúrbandyqtargha baulyityn birtútas jýie. Búl jýiening ishinde últtyq әdebiyetke oryn joqtyng qasy. Jýieli marketing sarbazdary ózderin "tәuelsiz kәsipker" ataghanymen, shyndyghynda olar - tәueldi, jay ghana tәueldi emes, qu dýniyening qúly!
Jýieli marketingte belgili bir tabysqa, dәrejege jetu ýshin 7 jylday uaqyt kerek kórinedi. Yaghny jeti jyl boyy janúyagha kónil bólmeu, býkil әngime, súhbat, tirlikting bir baghytta boluy, trening (arnayy әdebiyet, kitap, kasset, seminar, ústaz...) iz-týzsiz ketpeydi. Siz mýldem basqa adamgha ainalasyz, Siz - baysyz, biraq basqa adamsyz. Meninshe, búl - tym ýlken qúrbandyq.

Olja ARYS,
Oral qalasy

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