Umqondo, indima, umsebenzi, isakhiwo umkhiqizo marketing. Umkhiqizo ukumaketha - kuyini? izinga umkhiqizo marketing - kungcono ...

Kusukela izimpahla kanye nezinsizakalo sihlangana nsukuzonke, kodwa akunakwenzeka njengoba abathengi abavamile wacabanga okungenani kanye ngalokho endleleni basuke kusukela umbono kanye nomklamo yokudalwa, ekukhiqizeni, ezokuthutha, ukukhangisa kanye nekwendluliselwa ebangeni lelilandzelako. Ukuze abakhangisi indima efanayo ekukhangiseni izimpahla ke kubaluleke kakhulu ngoba into emaphakathi yomsebenzi wakhe, into edingekayo ukuze umuntu ngamunye ngandlela-thile. Zonke izici ezibalulekile umkhiqizo kabanzi kulesi sihloko.

Uyini umkhiqizo?

Umkhiqizo ukumaketha - is, ngakolunye uhlangothi, indlela ukuze kwaneliseke izidingo zomuntu, ngakolunye - umkhiqizo wadala ukudayiswa. Kodwa, ngokuphambene nenkolelo evamile, lokhu akuyona into ithole kude elihambayo. Lena inqubo esibandakanya izinyathelo ezimbalwa ezibalulekile futhi omkhulu ukumaketha imizamo yokugqugquzela.

Izigaba ukudalwa izimpahla

Isinyathelo sokuqala - plan ukusungulwa. Marketer ihlaziya ezimakethe umthengi izidingo kanye ichaza nemisebenzi izimpahla zokumaketha kunalokho bazokwazi ukuhlangabezana futhi yiziphi izinzuzo kumthengi.

Eyesibili isinyathelo - design imibono. Yilokho konke kuza ekuphileni ukufezwa izimpahla - ukuthengwa izinto, ukukhiqizwa, emabhokisini ukulethwa, amasu marketing, njll ...

Eyesithathu isinyathelo - ukusetshenziswa ukuxubana marketing. Lo msebenzi emakethe, izimbangi, inqubomgomo nezimo zamanani, ngempumelelo yokuthengisa ukukhuthazwa, inqubomgomo ukukhuthazwa (ukukhangisa, ukukhushulwa, pos izinto, njalo njalo. N.)

Into esemqoka okumele zikhunjulwe - kungaba ngempumelelo njengoba Akavuma lezi izigaba, umkhiqizo ngeke aphumelele uma akagcwalisi umsebenzi wayo ophambili nosemqoka - ukuhlangabezana nezidingo zabantu, ngokuqinisekile kungenxa ezinye izakhiwo ngendlela ebaluleke kakhulu.

Izimfanelo Mkhiqizo Umthengi

Njalo marketer kufanele uqaphele ukuthi izimpahla zokumaketha - akusiyo kuphela umkhiqizo ngokwayo, kodwa okokuqala kwezithelo zonke izinzuzo ukuthi umthengi uthola ngokuthenga:

• Ukusebenza - ngabe izinto imisebenzi ewusizo umsebenzisi ithwala - ikhwalithi noma ubuningi izinzuzo isicelo latitude yokugcina, ezokuthutha, ukulethwa, njll ...
• Demand - ngabe umkhiqizo emakethe ukufuna, inkathi, isitayela noma fashion.
• Ukuthembeka kanye nokuqina - njengoba ngokushelela ukukhonza umkhiqizo, okuyinto has a esaphila, noma ukuthola eziyimbangela yezinkinga ezizuzwa kanye nokulungiswa ngabe isiqinisekiso futhi emva-sales service kufanelekile.
• Ergonomics - iyona lula futhi induduzo ukusetshenziswa kwaso, afana ukunambitheka, ezibukwayo, amandla nezinye bezibona bokuphila komuntu.
• Aesthetics - ukuhambisana namazinga umphakathi, isitayela, imfashini, nomphakathi kanye ukubaluleka kwamasiko.
• Ukuphumelela - afanayo intengo nekhwalithi.
• Imvelo abanobungane - ukusetshenziswa ephephile umthengi kanye nabanye.

Lezi izimpawu ezisemqoka umkhiqizo marketing, okuvumela abathengi ukukholisa abalithandayo kwelinye direction noma kwenye. Kodwa hhayi kuphela izinzuzo kanye nezinzuzo ifomu ngokufunwa, kuncike kakhulu ku-zinhlobo zayo.

Ukwahlukaniswa izimpahla

Ake sibheke ukuthi iziphi izimiso sehlukaniswe umkhiqizo marketing. Lena ngeengaba kuyiwa, eyokuqala - ngokuvumelana ubude bokusebenzisa:

• wesikhathi esifishane - nalezo babambeke njalo futhi ngokushesha (ukudla, amakhemikhali yasendlini);
• eside - nalezo babambeke isikhathi eside futhi akuvamile uthenge (ingcebo, izingubo, ubucwebe, izinto zasendlini);
• Usizo - yasendlini, ezokuthutha, zomthetho noma ezinye.

Lapho edala umkhiqizo kubaluleke kakhulu ukuqonda lapho isigaba kungokukaNkulunkulu. Ngokwesibonelo, endabeni into yesikhathi esifushane kubalulekile acabangele izici bokuphila ukunambitheka noma ukuhogela, kodwa hhayi ngempela imfashini noma ukuqina. Nakuba i-zokuba nempilo ende, eliqinile, yesiqinisekiso nekhwalithi yomkhiqizo zokumaketha - lawa amaphuzu ayisihluthulelo.

Enye ngezigaba uhlukanisa izimpahla ngokufunwa yilezi:

• ezihambayo okusheshayo ezidayiswayo - uthenge njalo, ngaphandle kokungabaza futhi kwamandla (ukudla);
• pre-ezidayiswayo - futhi atholwe ngokuvamile ngempela, kodwa ngemva kuqhathaniswa namanye izimpahla (ingubo);
• okukhethekile ezidayiswayo - amasampula ngabanye, ukungabi bikho kokukhanya okuyinto emakethe umthengi akusho ukuthola ezinye, okungukuthi kubo akukho analogue; ..
• Imikhiqizo funa Passive - nalezo kungase kungabi olufanele umthengi, noma akazi ukuthi zikhona, kodwa isidingo kubo elivela ukukhuthazwa kwesokudla;
• ezidayiswayo ekhethekile - ukucinga kanye ukuthenga ukuthi umzamo omkhulu.

Ngaphezu Ukwahlukaniswa izimpahla ekukhangiseni isakhiwo sihlinzekela izinto, izingxenye, izinto zokusetshenziswa, imikhiqizo Semi-siphelile, izinhlobo ezihlukahlukene zezindwangu ezingaba yezinsizakalo zethu, imikhiqizo eyengeziwe, nokuningi, esiza ukwakha umkhiqizo osuphelile futhi kancane emananini.

Futhi-ke, ebhekisela ngezigaba, ingasaphathwa imiqondo elandelako.

Uyini umkhiqizo omusha?

New umkhiqizo umkhiqizo marketing ibizile kanye izakhiwo ezintsha ngokuphelele noma inkampani ngazinye, noma lonke emakethe. ngezigaba wakhe has 6 izigaba:

• Umhlaba imikhiqizo eseyintsha - olutholakala okokuqala emakethe emhlabeni. Isibonelo osobala kakhulu Apple nkampani wakhulula iPad kuqala emakethe ithebhulethi.
• Entsha umkhiqizo line - yokuthi okokuqala etholakala ngesilinganiso wenkampani ethile. Shiya isimo ezivamile ezimbonini eziningi lapho ngezikhathi ezithile, olusha umkhiqizo uhla. Ngokwesibonelo, inkampani wahlanganyela emsebenzini wokukhiqiza amathoyizi, wanquma ukuba ukhiqize kakhudlwana futhi izingubo izingane.
• Ukunwetshwa line umkhiqizo - ukuthi izibuyekezo noma izinsiza umkhiqizo ekhona - flavour entsha amazambane chips, entsha iyogathi emaphaketheni, amavolumu entsha emaphaketheni wokugeza powder.
• Umkhiqizo Update - ngcono ukusebenza imikhiqizo ekhona noma alingise nabo ngaphansi kwezimo ezithile. Ngokwesibonelo, isitshalo imoto yokukhiqiza kuveza imodeli entsha nge ngaphezulu injini oluseqophelweni automatic transmission. Noma inkampani wahlanganyela womshini izingubo ski, silwenza iyunifomu izivakashi kanye igiya ukuze nokuhamba ehlobo.
• Ekuhleleni kabusha - ngokushintsha izikhundla lezimpahla noma nezithameli. Ngokwesibonelo, ushintsho design bebheke intsha kakhudlwana ukuze ayidayisele intsha.
• Ukuncishiswa komkhiqizo - kungenxa izindlela zokunciphisa izindleko ngokuqhubeka, ukuguqulwa kanye ngcono ukukhiqiza futhi (engesiyo esihle) usebenzisa izinto ezishibhile.

Lo mqondo kwezimpahla zokumaketha ikuvumela ukuba ugcine futhi aqinise isikhundla yayo emakethe ukuba luthathe niche entsha ukuxhaphaza amandla etholakalayo kanye nobuchwepheshe ukuze kwandiswe inzuzo, ukwandisa target yayo ingxenye, futhi sandise ulwazi ngomkhiqizo.

Kodwa hhayi kuphela ukwethulwa umkhiqizo omusha ivumela inkampani ukuthatha isikhundla okuholela emakethe. Kunezinye izinyathelo eziningi ezibalulekile.

inqubomgomo okunezinhlobonhlobo

Ukuze ukuthatha indawo yayo efanele emakethe, kubalulekile ukukhomba ilungelo umkhiqizo iphothifoliyo. Izinga eliphezulu of izimpahla zokumaketha - lena Okudingekayo akuzona nje. Ikhishwa futhi ithengiswe umkhiqizo has ukuhlangabezana neendingo amakhasimende, ukuze ube amanani abiza kanye nokukhetha eziningi. Nazi izidingo eziyisisekelo lebanga:

• I-Latitude - mangaki amaqembu babe esigabeni inikezwe umkhiqizo (isb, uhla ware esitolo kuhlanganisa emathileyi, ukuthosa okuzikhulula, amahalavu, izitsha, njll ...);
• ukujula - lokhu ukushintshashintsha ngaphakathi amaqembu (isib iqembu lomkhiqizo "okuzikhulula" kuhlanganisa sotejniki, woks, utyatnitsu, epanini for fondue, njll ...)
• ukugcwaliswa kubonisa kangakanani konke ukwehlukahlukana ngokuya ambalwa;
• ngokuvumelana - kuze kufike imikhiqizo ayahambelana.

Inchazelo egcwele izimpahla zokumaketha ngeke akwenze ngaphandle olunzulu ABC ukuhlaziywa ububanzi. Ukusebenzisa kunqunywa ngokulingana nalokho umkhiqizo iletha inzuzo eliphakeme, futhi esekelwe lezi izibalo, i elilungile ifomu ukuhweba ububanzi.

Ukusebenza nesincintisana

Ngaphezu ilungelo setha ukudayiswa, kubalulekile ngokwanele ukuhlola isikhundla sabo sangempela emakethe. Lona umnyombo walokho umkhiqizo marketing, kubhekwa ku eyinkimbinkimbi - ngebubanti, ukuncintisana.

Ukuze ukuhlola ukuthi izimpahla ezincintisana, kumelwe siqale sihlaziye emakethe nemikhiqizo efana nayo kanye nezinkampani esikhiqiza kubo. Khona-ke ukuhlola namandla nobuthakathaka babo, ukukhomba ukushiyeka umkhiqizo, ahlaziye intengo kanye izimbangi zayo. Ngenxa yalokho, uhlelo indlela ukulungisa kwamaphutha ezinikeza entsha noma kanjani ivelele phakathi amafemu ukuncintisana, yini izindleko zizoba elilungile kanye futhi ngokwenza kanjalo walenza kungenzeka ukunciphisa izindleko.

ukumaketha ukuxubana

Lokumaketha kwezimpahla siqondwa njengoba iqoqo amanani, ukumaketha, okunezinhlobonhlobo kanye ukukhuthazwa noma marketing ukuxubana. Mayelana inqubomgomo okunezinhlobonhlobo we thasisela ngenhla.

indlela ezibizayo (ngokuya izindleko zokukhiqiza ukuthengiswa kwezimpahla) Kodwa ngokuvamile isetshenziselwa ngezimfuneko zentengo. Ngokuvamile, abakhiqizi zisebenzisa intengo njengoba nathi, futhi ziyahlukahluka ke ngosizo izaphulelo, ukukhangisa kanye nezinye izinhlelo ibhonasi. Akuvamile kakhulu esimweni izimpahla okukhethekile intengo setha ngumkhiqizi ngokubona kwayo.

inqubomgomo Sales kusho ukufunwa kwemisebenzi yoMnyango, esebenza kahle futhi ukonga amashaneli okusakaza, ukusebenza abaxhumanisi, ukudala okudayisa ngamaketanga, abasabalalisi kanye nabanye.

Futhi ekugcineni, ukukhuthazwa kuhlanganisa yonke imisebenzi nenkhulumombiko nekhasimende, kusukela isembozo ekhangayo ukudalwa isithombe futhi umfanekiso inkampani, ukukhangisa eqondile amabhonasi amakhasimende.

umjikelezo wokuphila Mkhiqizo

Izimpahla zokumaketha - ukuthi kushintsha njalo umqondo. Ngakho-ke, marketer kumelwe akuqonde ngokucacile ukuthi ngisho ne imizamo omkhulu kunayo yonke futhi izimali ukukhuthazwa, manje noma ngokuhamba kwesikhathi, umkhiqizo ngamunye has kuba nezinto ezinhle nezimbi yayo. Ngamanye amazwi, ngibone umjikelezo wokuphila. Siqukethe 5 izigaba:

• zokuthuthukisa umkhiqizo - kusukela umqondo, okubonakala ekhanda, ziphethe ukudalwa business plan kanye namasu ukuze athuthukise;
• ukudalwa kanye nokuqaliswa umkhiqizo - lwesigaba okuyinto ngokuvamile kubangela ukulimala umdali njengoba izimpahla angazanga umthengi, kanye nokutshalwa kwezimali test emakethe yayo kuthatha eningi - ukukhiqizwa, eziqashisayo, ezokuthutha, ukukhangisa nokunye;
• ukukhula komkhiqizo - imizamo ngalesi sigaba nithela izithelo, futhi ezidayiswayo kukhona izimpahla, okuyinto kuhambisana ukwanda yokuthengisa kanye inzuzo;
• Umkhiqizo ukuvuthwa - ukugcwaliswa isikhathi lapho inombolo enkulu abathengi bajwayelene umkhiqizo futhi lapho umakhi has a inzuzo enkulu futhi cishe akusho bachithe imali nokugcina isikhundla umkhiqizo kanye nokuncintisana yayo;
• ukwehla esiteji - a glut komkhiqizo, abathengi bafuna into entsha, ngakho imali kuyehla, kanti umenzi ibheka izindlela ubuyele yokuthengisa isiqongo - ukudalwa entsha izindleko umkhiqizo ukukhuthazwa, amasheya, njll ...

Ukudlulisa lezi izigaba akuzona njalo ukwazi ukukubuyisela kubo izimpahla emuva yokuthengisa ezimatasa. Lona uhlobo lomsebenzi zokumaketha - ukuba able kuze dlweza umkhiqizo emakethe, lapho isidingo ayinalo.

Ngenxa isikhundla phezulu emakethe

Marketing amasu for ekugqugquzeleni okuningi, kanti izici ezithinta nesidingo - array Amazing. Lena intengo kanye izinga, inkonzo, emva-sales service, amabhonasi kanye izaphulelo, uhla ezinhle, afanayo imfashini, isitayela kanye nokunye.

Indlela ejwayelekile kakhulu yokutheleleka edonsa amakhasimende - zamanani, kuyilapho nawe ungalushayi njalo nokwehla elibukhali izindleko okwandisa funa. Ngokwesibonelo, impahla ebalulekile yokwanda yokuthengisa kuzokwenza, ngakolunye uhlangothi, ukwanda elibukhali amanani.

Omunye izindlela eziphumelelayo - hype. Kodwa ungakhohlwa ukuthi kufanele ziqondiswe sihlose ukukhomba ikhasimende (lokhu kudinga ukuqonda ngokucacile ngubani izilaleli zakho umelwe), sibekwe endaweni efanele ngesikhathi esifanele.

Izaphulelo, ukukhangisa, izipesheli, ibhonasi uhlelo - omunye amathuluzi amahle ngaphezulu ngokudala funa ngokweqile somkhiqizo.

Ngokuvamile ukumaketha izimpahla siqondwa njengoba brand. Abathengi abaningi bazimisele ukukhokhela kuphela sha, ngoba isiqinisekiso izinga noma ukuhambisana. Kulokhu, kubalulekile hhayi kuphela ukwakha umkhiqizo izinga, kodwa futhi ukunikeza isithombe brand wenkampani.

By the way, mayelana izinga. Libuye libe indlela ephumelela kakhulu ukukhuthazwa, t. Ukuze. Okuqinile umkhiqizo ehloniphekile uyohlale ukuthola ikhasimende yayo.

Okuningi kuxhomeke ezihlukahlukene, umdayisi, seasonality, isikhathi kanye nendawo ukuthengiswa, inani iziphakamiso, ukubuyekezwa omuhle nokunye okuningi.

esikhundleni isiphetho

Konkhe lesikwentako ukuthenga, ukudla ziphethe namasevisi sisebenzisa - kuyinto lezimpahla. It sinezici ezithile zithonya izinqumo zethu wokuthenga - ergonomic, tebuciko, ukusebenza, kwezomnotho kanye nabanye. Thina ukuthenga kubo ngokusekelwe izintandokazi zakho siqu, uhla latitude, imfashini, izinzuzo, imali kanye nokuqina. Ikakhulu inquma ukufunwa esigabeni umkhiqizo, ukuthi umkhiqizo uya emakethe - isingeniso, ukukhula, ukuvuthwa futhi ukwehla. Lona umnyombo walokho umkhiqizo zokumaketha.

Umsebenzi marketing - nokusebenzisa ukhiye marketing amathuluzi (yokuthengisa, intengo uhla, kanye nokukhangisa), ukuthuthukisa umkhiqizo emakethe bese elinika lowo yokuthengisa okusezingeni eliphezulu nezinzuzo. Uma zonke lezi zimali ngeke kuhlaziywe futhi isetshenziswa ngendlela efanele, umkhiqizo uyoba nethuba elingcono ngesikhathi isikhundla phezulu emakethe, okusho ukuthi ngeke isikhathi eside futhi babe wokuncintisana kakhudlwana.