Marketing Research. Trade nokumaketha.

Ukuze enze izinqumo eziphathelene nezenzo emakethe, ngaphambilini yemakethe. Imiphumela yabo kubalulekile ukuze osomabhizinisi kanye nokuphathwa kwabasebenzi.

Ingena emakethe noma yimuphi umkhiqizo kudinga utshalomali, ngokuvamile abalulekile. Kepha usomabhizinisi noma imenenja kukhona kucatshangwa esekelwe umuzwa ukuthi lo mkhiqizo ikakhulukazi kuyoba ziphoqa phakathi abathengi.

Lokhu kucatshangwa enembile, ngokuvamile, akuyona kuyisisekelo esinokwethenjelwa imali eningi. Lezi imibono eyayisinesikhathi kumele kuqinisekiswa ekutadisheni umthengi funa ezimakethe, kulinganiswa kanye evezwa izibalo ukuze kakhulu ukunciphisa ingozi isenzakalo esithile.

Uma oda ucwaningo ukumaketha, okuyinto izobanjelwa ezingeni professional eliphezulu, ingozi Ukuhoxiswa umkhiqizo emakethe kuyehla kaningi.

Kodwa usomabhizinisi kumele ukhumbule njalo ukuthi izinga ukumaketha - okungukuthi, ulwazi okuyinto ungaphenduki, practice, akunakwenzeka, kodwa kuphela "izandla" unamakhono. Marketing unezigaba eziningana:

idatha 1.Sbor.

inhlolovo 2.Utochnyayuschy.

3. Uhlaziyo idatha.

4.Sostavlenie uhlelo.

5.Vyrabotka ucwaningo indlela.

6.Sostavlenie umbiko echaza injongo yesifundo, izinhloso zayo nezindlela, okutholakele kanye nezincomo.

Lonke Inqubo isikhathi esiningi futhi, ngezinye izikhathi, imiphumela engenamsebenzi. Kodwa kukhona alunamsebenzi kulokhu ngokuphelele ngeke akwazi ukudalulwa igama njengoba usomabhizinisi angase anqume ku ukuqokwa umkhiqizo emakethe futhi ngesisekelo okutholakele owandulelayo cwaningo esekelwe isipiliyoni sabo.

Kwezinye amafemu, ezinkulu ikakhulukazi, kufanele neminyango nokumaketha. Kodwa, unikezwa isici ezingokwengqondo, iziphetho zabo kwesinye isikhathi ngeke ukubika iqiniso lodwa.

Ngenxa yalesi sizathu, ikakhulukazi lapho kuhlelwe ukutshalwa eningi, kutuswa ukuba zisebenze inkampani ezimele nokumaketha.

Ukuze oda ukuthengisa ucwaningo, ngokwanele nje ukukhetha omunye izinkampani onguchwepheshe ezindaweni ekuthuthukeni kwenkampani kanye uxhumane Ochwepheshe labo, abangabanaka bekulungele ukuxoxa yonke imininingwane unesithakazelo. Kwenzeka ukuthi kakade baye kwenziwe ucwaningo ukumaketha ezifanayo futhi bangakunikeza izinto ngomumo eyenziwe. Uma abanayo idatha efana, bayoba yokukulungiselela okunikezwayo entsha umbiko wocwaningo lwemakethe ngesicelo sakho.

Iningi lezinkampani Consulting waziphatha ucwaningo ukumaketha izimbangi, abathengi, umkhakha izimakethe, abanikezeli bempahla namasevisi, kuhlanganise izilawuli intengo, izinhlelo ukukhuthazwa.

Kunezinhlobo eziningana yocwaningo lwemakethe:

- "ngokuhlola" - kuyinto ucwaningo emakethe, okuyinto eyenziwa phambi isinqumo noma wenza isenzo esithile. Izindlela ukuhlola zocwaningo ukumaketha zihlanganisa ukuhlaziya idatha secondary, leyinye, ukutadisha kokwake futhi umsebenzi Eenqhemeni okunqotjhwe kizo, ukubeka izilinganiso;

- "achazayo" - isifundo lapho ochwepheshe uphendula imibuzo: Ngubani? Yini? Lapho? Kanjani? Kuphi? Iningi lazo etholakala esebenzisa ucwaningo edeskini ukumaketha, ukugxila amaqembu, survey, ihholo ukuhlolwa. Noma kunjalo, umbuzo Kungani? yalolu cwaningo akukuniki impendulo efanele (isibonelo, kungani anda yokuthengisa kulandela ukwethulwa ukwethembeka izinhlelo?) ;

- "obungenazibopho" - isifundo ukuthi bamele ukuhlaziya ubudlelwano imbangela nemphumela kanye nencazelo ngezenzo nezinqumo ezaholela imiphumela zamanje.