Kuyini ukumaketha: kwencazelo amasu zokuhweba yimpumelelo

Namuhla, ngokuvamile ungase uphawule ukuzwa umqondo yebhizinisi marketing. It kulawo abezindaba kuthelevishini. Abantu abaningi abaqala ukwakha ibhizinisi lakho, ulisebenzise nokumaketha. Kodwa bambalwa abantu abacabanga ukuthi kuyini. Ulwazi ethemini sizosetshenziswa ukuphila.

Kuyini ukumaketha? Ukunqunywa ukunikeza izichazamazwi. Ngokwesibonelo, Kotler wabhala ukuthi lo ukuqwashisa idinga umthengi kanye kumiswa ezimakethe. Noma isayensi kanjani ukwakha emakethe target ukuheha, ukugcina futhi wande inani abathengi. Futhi isici esibalulekile, othi noma yimuphi umuntu - ukubaluleka kakhulu inkampani.

Ngakolunye uhlangothi, yini ukuthengisa? Ukunqunywa eSoviet Encyclopedia ithi ngokuyinhloko kosozimali elawula uhlelo uhlelo. Futhi ngakho main ngenhloso yokumaketha - ukudala ukukhiqizwa ezokwenza ngokugcwele funa emakethe. ukumaketha nemisebenzi zahlukahlukene: ukukhangisa, izinkinga yezokuthutha isitoreji kwezimpahla, nezindaba zamanani nokunye.

Futhi iyini le nqubomgomo ukumaketha? Lokhu ikhono ukuthole lulwimi ezivamile amaklayenti nokwandisa ibhizinisi ukusebenza. Njengoba ojwayelekile, inqubomgomo ukumaketha libekwe kahle idokhumenti equkethe isu ekukhuleni wenkampani, ucwaningo lwemakethe kanye nokuhlaziywa.

Kodwa abaningi abazi ukuthi yini yokumaketha, incazelo yalo. Ngokuvamile kukhona imibono eyiphutha ezimbili ezinkulu. Eyokuqala uyalandisa yokuthi yokumaketha uhlobo ekulondolozeni jikelele emhlabeni. Thanda, uma inkampani on the esengozini Ukuvalwa, kubalulekile ukubiza marketer onguchwepheshe, uyobhala uhlelo, futhi konke ngomlingo zifezeke. Kodwa eqinisweni akusiyo. Hhayi kuphela isu ukuthuthukiswa, kumelwe sazi ukuthi kusetshenziswe kanjani ke. Futhi kunzima ukwenza kanjalo. Enye kahle: Bathi, yokuma ukumaketha amasudi ubani. tikhundla enjalo ngokuvamile ukubamba abantu njengoba umuntu ojwayelene naye. Ngokuvamile, lokhu evamile "gofer", esingenakubalwa ngokuthi abantu onolwazi.

Ngakho-ke yini ukumaketha, ekunqumeni ukuthi iziphi okuchaza kangcono kulowo mkhakha? Kafushane singathi lokhu: ubuciko nganoma iyiphi indlela ukuthengisa umkhiqizo noma isevisi. Uma umgomo ukuphathwa - ukuthengisa okuthile kumuntu othile (inkampani), umgomo ukumaketha - nje ukufeza yokuthengisa kwezimpahla noma amasevisi. Eminyakeni yamuva, ukumaketha isibe kuyindaba yokukhathalelwa cwaningo kanye nezidingo zamakhasimende. Okungukuthi, umdayisi kudingeka wazi kusengaphambili kahle ukuthi abantu bafuna ukuthenga.

Futhi njengoba kulokhu, kufanele ngisebenze zokumaketha? Endaweni yokuqala ibizwa njalo ehlaziya isimo emakethe. Kuye Ububanzi bemisebenzi esingaguqula ngamazinga angefani. Kodwa marketer kumele akwazi ukuphendula noma yiziphi izinguquko njalo. ngenze omunye umsebenzi wakhe - iwukuba usebenze namaklayenti. Okuwukuphela kwendlela uyokwazi ukuhlola izifiso abathengi, kungani uthathe umkhiqizo nokuthi ngabo vazhno.Tretya umsebenzi ukumaketha - ukuhlaziya isimo emacaleni okuncintisana: ukuba ziqonde ukuthi kungani kufanele amakhasimende amaningi, inqubomgomo zamanani nokunye. Libuka emaphepheni abo, blogs, iqasha Shopper imfihlakalo. Ngezindlela eziningi, impumelelo inkampani kuncike umsebenzi nokumaketha.