Inqubo Marketing: isinqumo ukuthenga. Izinyathelo inqubo

Ukuziphatha nokuphathwa umthengi - obalulekile ukumaketha msebenzi. ukubaluleka kwalo kwandisa ikakhulukazi ezimakethe yemincintiswane, lapho umkhiqizo okukhethayo mkhulu. Ukuze nomthelela ukuziphatha kwabathengi, kubalulekile ukuqonda ukuthi inqubo ithatha indawo ukuthatha izinqumo ikhasimende ukuthenga futhi yiziphi izindlela wena afake yona isinqumo esifanele ngezigaba ezahlukene.

icala umlando

Njengoba inkambu esizimele cwaningo ukuziphatha kwabathengi kwakheka nekhulu lama-20. Against ngemuva okhulayo nentshisekelo yocwaningo ugqozi ezimpambanweni zomgwaqo Psychology nokumaketha, kunensimu emisha yolwazi. into yayo cwaningo kuyizinto izici zokuziphatha komthengi, kuhlanganise nalezo kubhekwe inqubo yethu iphepha - isinqumo ukuthenga. Ngesikhathi impande isayensi babe ososayensi American John. Ingelosi futhi R. Blackwell, babhala ebhukwinitifundvo lokuqala "Umthengi Ukuziphatha", okuyinto namuhla zakudala, futhi wadala omunye onobuhle lokuqala inqubo yokwenza izinqumo kokuthenga. Inhloso isayensi ukuziphatha kwabathengi kwaba Ukufuna izindlela eziphumelelayo nomthelela ekuthathweni kwezinqumo.

izimiso ukuphathwa ukuziphatha kwabathengi

Marketing emizamweni yawo ukuthonya isinqumo umthengi kufanele esekelwe Izinkolelo eziyisisekelo elandelayo:

• umthengi kuyakuba ngekutimela izinqumo zayo kanye nobukhosi bawo akumele i-;
• ugqozi umthengi, echaza inqubo (ukuthenga izinqumo) bafunde ngokusebenzisa ucwaningo;
• ukuziphatha kwabathengi zingathonywa;
• ithonya isinqumo umthengi imithetho nomphakathi.

Lezi zimiso ziye zavela at the stage of kumiswa isayensi ukuziphatha kwabathengi futhi inviolable.

Umqondo ukuthenga ukumaketha

Ukuthengwa - oyinhloko umgomo oyifunayo izinhlelo zokumaketha. Ingqikithi yalo kuthenga ukwenana ngemali izimpahla nezinkonzo. Ngesikhathi esifanayo kaningi kakhulu ukuthenga umthengi lihlotshaniswa ukucindezeleka: enkulu ukubaluleka, nzima umuntu lokunquma kokuthenga. Intengo kwezimpahla lubonakaliswa imali, futhi zona, ziqondakala abathengi njengengxenye yena, ngoba imali echitha imithombo yayo: isikhathi, babe batfutfukisa emakhono nelwati. Ngakho-ke, kokuhlukana nemali ngokuvamile akusimelula kumthengi. Umsebenzi marketer - lula le nqubo, ukuze asize umuntu uthole injabulo ukuthenga basutha ngokuthenga yabo. Ukuze uxazulule le nkinga marketer kudingeka ukuqonda kahle ukuthi inqubo yokwenza isinqumo ukuthenga umthengi. Namuhla, lezo zinhlobo ukuthenga abelwe njengoba:

• kuhlelwe ngokugcwele ukuthenga uma ikhasimende uyazi kahle ukuthi brand, intengo nendawo zokuthenga. Ngokuvamile lolu hlobo lihlotshaniswa yokufuna izimpahla ezibizayo okuhlala.
• Ingxenye ukuthengwa kuhlelwe, lapho umthengi uyazi ukuthi izimpahla wayefuna ukuthenga, kodwa ukumaka indawo yakho zokuthenga engakabi isinqumo. Lolu hlobo uvame isetshenziswa ezidayiswayo, ezifana ubisi noma isinkwa.
• uzothenga lapho umthengi uthenga into ngaphansi kwethonya isifiso besikhashana. Ngokuvamile ukuze uthenge izinto ezishibhile, nje kulabo ukuthenga inkanuko yobulili, isibonelo, "hot"-Checkout ndawo, lapho u-90% yakhiwa ukuthenga ngokubhuduzela.

Amamodeli izinqumo ngokuthenga

Naphezu umehluko ngabanye abantu, ukuziphatha kwabo njengoba abathengi angayinikeza kwendikimba. Ngakho-ke, ngo-marketing ke wanquma ukusebenzisa imodeli of ukuziphatha kwabathengi. Bona kakhulu lula ukuqonda ukuhamba komsebenzi ikhasimende asivumele ukucacisa elilungile indawo umthelela umthengi. Ngokomlando, imodeli kuqala kwakungumprofethi isikimu Kotler ngokuthi "black box umthengi ukwazi." Kulesi model, engenayo izici ukushayela awela ibhokisi elimnyama, okuyinto iguqulwe kumpendulo umthengi. Cotler ayikwazanga ukucacisa okushiwo izinqumo futhi abize lokhu ngokuthi "black box", kodwa ngenxa yokufaneleka kwalo kwaba ukuthi wayekhomba khona ensimini enjalo kokuziphatha. imodeli Okokuqala ephelele isinqumo ukuthenga sidaliwe Angel nethimba lakhe. Lokhu kwethulwa ukulandelana yezenzo wesintu, ekuthathweni kwezinqumo: ngokubonakala ngesisusa ukuthenga kuze kube umuzwa sifuna ukuzijabulisa noma ukungajabuli ngemva kwalesi senzakalo.

Namuhla kukhona onobuhle okungenani 50 ezahlukene isinqumo lokuthenga, bayehluka ngokuningiliziwe, kodwa azikwazi zonke ibe ngu- izigaba ezinhlanu eziyinhloko yenqubo.

nokuqaphela isidingo

inqubo Ngamunye ekwenzeni izinqumo umthengi ukuthenga iqala ukubonakala isisusa nokuqwashisa izidingo. Noma yimuphi umuntu njalo ehlasela izifiso ezahlukene, bese ukhetha umthengi ehambisana kakhulu akugcini nje asekelwe izidingo zabo zangempela, kodwa futhi ngaphansi kwethonya izici ezihlukahlukene zangaphakathi nezangaphandle. Injongo ukumaketha izinhlelo - ukusiza amakhasimende baqonde abakufisayo. Ukukhangisa, isibonelo, ukwazi hhayi kuphela ukutshela umuntu ukuthi angathenga ukuhlangabezana nezidingo obuhlukahlukene, kodvwa uphindze abe nesifiso ukudala. Ngokwesibonelo, inkosikazi ethile kwakungadingeki multivarka nje ukukhangisa akazange abatjele amathuba kule divayisi.

izidingo zemvelo lomuntu alikho ngempela, nokumaketha ihlose ukugqugquzela abantu esiphezulu, kanye ukusetshenziswa ezingadingekile. Izakhamuzi Wanamuhla muzi babe izingubo ngokwanele, wamsindisa lapho amakhaza, kudingeka i-imfashini into eyaziwa brand ukuhlangabezana nezidingo ukuvelela kuhambisana yemfashini. Yilokho imizamo marketing sezishiye ukuvela lezi zidingo. Njengengxenye ukuxhumana marketing abathengi basuke bethonywe imibono ngokuhamba okuyinto enqaba esivuna elilodwa noma kwenye okufana ukuhlangabezana nezidingo waqonda.

imininingwane ukubuyiswa

Zonke izigaba inqubo yokwenza izinqumo wokuthenga kungaholela kokuthenga. Kwezinye izimo, ikhasimende kungenza ukuthenga at esiteji isidingo ophakamayo, isibonelo, wafuna ukuba angaphuza, ngokushesha wabona umshini ngamanzi wathenga umkhiqizo ukuba zicime ukoma kwazo. Kuyinto ngokuvamile kungenzeka wenani elincane izimpahla kanye nomehluko omncane phakathi imikhiqizo. Uma ukuthenga kudinga izindleko kuqhathaniswa eningi, umthengi ngeke nakanjani iqala baqoqe izinketho kungenzeka ukuhlangabezana nezidingo. search Imininingwane has iphethini eziqondile. Uma inkinga kwenzeka umuntu wokuqala libhekisela yangaphakathi Imininingwane imithombo yayo (ulwazi egcinwe kumemori), futhi kuphela uma kungekho impendulo etholakele, shayela imithombo yangaphandle - abezindaba, abangane, e endaweni yokudayisa. Ngo umkhuba, libukeka kanje: abantu befuna ukuthenga sandwich - ekhumbula lapho eduzane kukhona iphuzu yokuthengisa kwalo mkhiqizo. Uma khumbula ehluleka, ngeke baphendukele kweminye imithombo yokwaziswa. Uma kungenjalo, yena ungacela abangane, bheka kwi-inthanethi nokunye. N. Ngakho-ke, abakhangisi bavame ukugcwalisa ulwazi lomuntu siqu inkumbulo mayelana nomkhiqizo, kanye ukuhlela atholakalayo Imininingwane imvelo ukuthi, uma kudingeka, abathengi ungafunda mayelana nomkhiqizo okuvela emithonjeni ehlukahlukene.

Ukuhlolwa izindlela

Lapho sifuna ulwazi olunikeziwe eziningana ongakhetha kuqhathaniswa alinganayo nezidingo inqubo kwezinqumo mayelana ukuthengwa izimpahla angene esigabeni esilandelayo - ngokufaniswa ongakhetha. Lezi zindlela kokuhlaziywa zingase zihluke, futhi isinyathelo kungathatha indawo ukuqhathanisa elula (ubisi fresh futhi izolo), futhi lokhu kungase ukuguqulelwa kokuhlaziywa uchwepheshe ngosizo kubantu yesithathu kanye nokuqondanisa ngemibandela (isib ukuthenga ifoni ezibizayo). I ukuyothenga ezibizayo futhi ehlonishwa, ezahlukeneyo more xaka yenqubo ukuqhathanisa okwenzeka. Ithonya ukukhangisa, umkhiqizo, umdayisi noma izincomo umuntu onegunya kungaba nethonya juqu isinqumo.

isinqumo Ukuthenga

Inqubo echazwe lapha - isinqumo ukuthenga - kungaqedwa ngasiphi isigaba, uma umuntu eye wamukela icala eqinile esivuna nezenzo noma ukuhluleka kwayo. Isinqumo sokugcina ukuthengwa ephuzwini yokuthengisa, futhi kuba iphuzu elibalulekile esitolo umkhathi umuntu nomthengisi, kanye ilungiselelo afanele amaphuzu yedivayisi yokuthengisa: ukubonisa kwezimpahla, .. Zula, nokuhlanzeka, lula yokukhokha njll ibalulekile izimpahla emaphaketheni futhi izakhiwo organoleptic.

Postpokupochnoe ukuziphatha

Umgomo oyinhloko ukumaketha - ukwaneliseka ikhasimende - konke izinyathelo zenqubo umthengi izinqumo. Ukuthenga ukungabaza sibandulele, ukuhlolwa izindlela, ukukhetha, kodwa hhayi kuqeda. Ukuletha ekhaya izimpahla, umthengi uyaqhubeka sokungabaza ngokunemba amkhethile. Uma into iyasebenza ngeke ukwaneliseka nenjabulo ke umthengi uzoqala ukusakaza ukwaziswa okungekuhle mayelana nomkhiqizo, okuyinto kunomthelela omubi isinqumo abanye abathengi. Ngakho-ke, abakhangisi bakhathazeka ngendlela ukukholisa umthengi ukukhetha okuhle emva ukuthenga, kuphakanyiswa olungeziwe inkonzo iziqinisekiso, kusekelwa ukukhangisa.

ukuziphatha control umsebenzisi

Inqubo eyinkimbinkimbi umthengi ekuthathweni kwezinqumo mayelana nokuthenga isihloko isenzo nokumaketha. Esigabeni ngasinye kungaba nomthelela umphumela wenqubo. Ngesikhathi izigaba nokuqaphela izidingo kanye nolwazi ukubuyisa zisetshenziswa okuthonywa nayizimo ezifana ngetenhlalo nemagugu emasiko, amaqembu inkomba, izici isigaba sezenhlalo kanye nesitayela lempilo abathengi. Ngesikhathi sigaba kokuqhathanisa izindlela futhi postpokupochnoy esiteji linendima ebalulekile sha, umfanekiso waso kanye nokukhangisa. Abakhangisi, eqinisweni, ungashiyi ukunakwa abathengi yakho 'wake babengenza izinyathelo ukuthenga ukulungela isitebhisi kancane kancane kuholele ukuthenga, bese ngokushesha bahlanganyele inqubo entsha. Ukuthenga izinqumo esigabeni ngasinye kufanele kube nemiphumela yabo - ke ukuqaphela, ulwazi, isimo sengqondo, ukubandakanyeka nokuthembeka. Le miphumela umphumela esikhulu, operation eziyinkimbinkimbi, okuyinto uqala futhi uphethe izifundo umthengi ukuziphatha.

Ukubaluleka ucwaningo ukuziphatha kwabathengi

Ukuphenywa inqubo ekuthathweni kwezinqumo mayelana ukuthengwa izimpahla liyithuluzi eliyinhloko kwetinhlavu yiluphi uhlelo lokumaketha. Engazi ukuthi wayezobathola kanjani futhi abheke kuphi ulwazi umthengi, iziphi izici nomthelela ngesincumo sakhe, akunakwenzeka ukuba afeze ukuhlela abezindaba abanekhono futhi ekwakhiweni imiyalezo nokukhangisa. Futhi izigaba lapho kuthathwa isinqumo ukuthenga ayisihloko olunzulu ukumaketha ukuhlaziywa. Futhi kufanele sikhumbule ukuthi imodeli ekuthathweni kwezinqumo ziyahlukahluka kuye umjikelezo wokuphila komkhiqizo. Ngokwesibonelo, izibuyekezo owaziwa umkhiqizo ovuthiwe abantu ukuthenga ehlukile. amaphethini ehlukene yokuziphatha ezimakethe lwezeMpilo Usizo, futhi lo mehluko ezembulwa kuphela ngokuhamba ucwaningo.

Izibonelo izinqubo ngesinqumo ukuthenga

Engazi, sinezinto izikhathi eziningana nsuku zonke ebhekene nenkinga oluthandwa: .. Yini ukuthenga eyodla, lapho ukuya lokuphumula, ikuphi isipho ukuthenga kothandekayo, njll Inqubo yokwenza ezinqumweni zokuthenga, izibonelo lapho wonke umuntu angathola emsebenzini wakhe, kuba ezivamile futhi ngokuvamile othomathikhi. Noma yimuphi umthengi bavame ukulondoloza izinsiza zabo, kuhlanganise nesikhathi, amandla kanye nezobunhloli. Ngakho-ke, sizama ukuhumusha iyiphi inqubo endaweni ezivamile futhi stereotyped. Uma ngosuku olulodwa siye bachitha isikhathi nomzamo ukukhethwa ijusi usinikeze umgodi, akunakwenzeka ukuthi kuzophinde kube ucabange ngenkinga efanayo, kuphela uma siyaphoqeleka ukuba lesi simo, futhi uthenge ijusi efanayo. Isibonelo usesho ngezinto eziyinkimbinkimbi kungenziwa ngokuthi ukuthenga imoto, ngokuvamile usesimweni esinjalo, umuntu egcina wonke izigaba izinqumo inqubo, eside eqhathanisa ongakhetha kanye nokuzwelana inkonzo postpokupochnomu.