Ingcinga, indima, imisebenzi, isakhiwo imveliso zokumaketha. marketing Product - ntoni na? umgangatho Product zokumaketha - ukuba ...

Ekubeni iimpahla kunye neenkonzo nayo yonke imihla, kodwa akulindelekanga njengabathengi eziqhelekileyo babecinga ubuncinane kanye malunga nendlela ukuba ukuqala ingcamango noyilo indalo yazo, ukuba imveliso, izinto zokuhamba, intengiso kunye nokupasa. Kuba nabathengisi indima efanayo urhwebo impahla oko kubaluleke kakhulu kuba into umbindi umsebenzi wakhe, nto leyo efunekayo ukuze umntu ngamnye ifomu enye okanye omnye. Yonke imiba ebalulekileyo imveliso ngokweenkcukacha kweli nqaku.

Yintoni le mveliso?

marketing Product - kukuthi, kwelinye icala, yindlela ngenxa ngokwanelisa iimfuno zabantu, kwelinye - imveliso wadala ayithengiswa. Kodwa, echasene inkolelo edumileyo, oku akuthethi into bemka swa. Le yinkqubo ebandakanya amanyathelo abalulekileyo amaninzi neenzame nentengiso omkhulu ukukhuthaza.

Amanqanaba indalo kwempahla

Inyathelo lokuqala - isicwangciso establishment. Marketer ngokuhlalutya kweemfuno zeemarike abathengi kunye ichaza imisebenzi iimpahla zokumaketha kunokuba bekuya kuba nako ukuhlangabezana yaye yintoni iingenelo kumthengi.

Inyathelo lesibini - design imibono. Kuko konke oko oza ubomi ekufezekisweni iimpahla - ukuthenga izixhobo, imveliso, ukupakishwa, ukuhanjiswa, ubuchule intengiso, njalo-njalo ...

Inyathelo lesithathu - ukusetyenziswa umxube sentengiso. Lo msebenzi ne emarikeni, oosomashishini okhuphisana nabo, umgaqo amaxabiso bhetyebhetye, olusebenzayo promotion intengiso, ukukhuthazwa nkqubo (intengiso, unyuselo, izinto POS, njalo njalo. N.)

Eyona nto ibalulekileyo Kufanele kukhunjulwe - iza kuba yimpumelelo njengokuba ange ezi zigaba, akayi kuba nempumelelo na kwimveliso ukuba ngaba ifezekise umsebenzi wayo ophambili - ukuhlangabezana neemfuno zabantu, oko kubangelwa ezinye iimpawu zayo ibalulekileyo.

Iimpawu Consumer Product

Wonke marketer kufuneka bazi ukuba izinto zokumaketha - ayikho kuphela imveliso ngokwawo, kodwa kuqala kwiinto zonke iingenelo ukuba umboleki ufumana kunye nokuthengwa:

• Ukusebenza - nokuba izinto kwemisebenzi luncedo umsebenzisi uthwala - umgangatho okanye ubungakanani eziluncedo yesicelo inkululeko ekugcinweni, ekuthuthweni, ukuhanjiswa, etc ...
• Imfuno - nokuba imfuno kwimarike imveliso, ixesha, isimbo okanye fashion.
• Ukuthembeka kunye ihlala - ukukhonza imveliso, nto leyo iba ebomini njengoko kakuhle, enoba ukufumanisa ezizuzwa nolungiso ngaba isiqinisekiso nasemva-yokuthengisa efanelekileyo inkonzo.
• Ergonomics - kuba lula kunye nentuthuzelo ukusetyenziswa kwayo, afanayo incasa, ezibonwayo, amandla kunye nezinye Umbono bokuphila komntu.
• Ubuhle - ukuthobela nemigangatho oluntu, isimbo, fashion, ezentlalo kunye nokubaluleka nenkcubeko.
• Ukusebenza - Ukumatanisa ixabiso nomgangatho.
• imvelo - ukusetyenziswa okunempilo kwabathengi kunye nabanye.

Ezi iimpawu eziphambili imveliso kushishino, nto leyo evumela abathengi ukuba beyiseke ukhetho lwabo kwicala elinye okanye elinye. Kodwa hayi kuphela inzuzo efunyanywa ifomu wokufunwa, yaninzi kunene kuxhomekeke kwiintlobo yayo.

ngezigaba impahla

Makhe sijonge ukuba imigaqo yahlulwe ukuthengisa imveliso. Oku ukuhlelwa ngandlel ezahlukeneyo, owokuqala leyo - ngokutsho ixesha lokusetyenziswa;

• elifutshane - abo kudliwa rhoqo kwaye ngokukhawuleza (ukutya, iikhemikhali ekhaya);
• ixesha elide - abo kudliwe ixesha elide yaye bohlwaye kuthengwe (estate lenene, impahla, izacholo, zasendlini);
• Iinkonzo - nendlu, ukuthuthwa, ezomthetho okanye ezinye.

Xa ukwenza imveliso kubalulekile kakhulu ukuqonda yeyiphi udidi ekuso. Ngokomzekelo, xa kukho into elifutshane kubalulekile ukuba uthathe ingqalelo iimpawu komzimba na incasa okanye ivumba, kodwa akunyanzelekanga ukuba ifashoni okanye ukuqina. Ngoxa ngokuba babephila ixesha elide, iwaranti nomgangatho imveliso kwi marketing - ezi iingongoma eziphambili.

Enye ngokuhlelwa wohlula izinto kwimfuno zezi:

• fast zokuthutha impahla yabathengi - ezithengwe rhoqo, ngaphandle kokuthandabuza yaye kwamandla (ukutya);
• impahla pre-yabathengi - nayo ezifunyenwe kaninzi, kodwa emva kuthelekiswa nezinye iimpahla (ingubo);
• impahla yabathengi kuphela - iisampuli ngamnye, ukungabikho apho kwimarike umthengi akafuni ukufumana enye, oko kukuthi kubo akukho analogue; ..
• Products imfuno UMSI - ezo ukuze sihambelane nkonzo, okanye akazi bobukho yabo, kodwa imfuno kuzo liyavela wokukhuthaza ngasekunene;
• impahla yabathengi ezikhethekileyo - ukukhangela uze uthenge loo umgudu omkhulu.

Ukongeza ukuhlelwa iimpahla urhwebo isakhiwo unika izinto, amacandelo, izinto, iimveliso semi-agqitywa, iintlobo ezahlukeneyo zeenkonzo, iimveliso ezongezelelweyo, kwaye nangakumbi, nto leyo inceda ukudala imveliso igqityiwe yaye ngokuyinxenye ifakiwe kwixabiso.

Kakade ke, wayebhekisela ulwahlulohlulo, singasathethi yala magama alandelayo.

Yintoni imveliso entsha?

imveliso ukuthengisa imveliso entsha ebizwa nge iipropati ezintsha ngokupheleleyo okanye inkampani ngamnye, okanye ukuba imarike yonke. isimo sakhe lunamacandelo 6:

• World iimveliso ezintsha - ekhoyo okokuqala kwimarike yehlabathi. Owona mzekelo obonakalayo Apple nkampani sakhulula iPad yokuqala kwimarike tablet le.
• Umgca imveliso entsha - isibakala sokuba okokuqala kufumaneka kwisikali kwinkampani enye. Lidla imeko eqhelekileyo mveliso ezininzi apho ukususela kumaxesha ngamaxesha, ukuhlaziywa uluhlu imveliso. Umzekelo, inkampani benza kwimveliso zokudlala, wagqiba kwelokuba ukuvelisa ngakumbi neempahla zabantwana.
• Ukwandiswa line imveliso - ukuba uhlaziyo okanye izongezo imveliso ekhoyo - ezithandwa ezintsha ze chips zamazambane, lo iyogathi entsha epakishwe, imiqulu ezintsha zokufaka efunyanwa ngokuhlamba powder.
• Product Update - nokuphuculwa komsebenzi iimveliso ezikhoyo okanye awulungelelanise phantsi kweemeko ezithile. Umzekelo, isityalo lokuvelisa imoto uvelisa imodeli entsha nge injini thuthu kunye transmission automatic. Okanye inkampani ozibandakanye ekwenziweni iimpahla ski, silwenza iyunifomu abakhenkethi kunye nezixhobo ngenxa onyuka ehlotyeni.
• Ukumiswa - ukutshintsha izikhundla yorhwebo okanye abaphulaphuli ekujoliswe. Umzekelo, kukho utshintsho uyilo bejonge ulutsha oluninzi ukuze athengise ngayo kubantu abatsha.
• Ukuncitshiswa imveliso - kungenxa kwanciphisa iindleko, ukulungiswa kunye nophuculo imveliso kunye (ingenguye lowo best) usebenzisa izixhobo zitshiphu.

Le ngcamango kwempahla zokumaketha ikuvumela ukugcina nokomeleza indawo yayo emarikeni ukuze babe niche entsha ukuwonakalisa nezakhono ezithkunyeabuzekayo kunye nobuchwepheshe ukwandisa iingeniso, ukwandisa ingxenye yayo ekujoliswe, nokwandisa ulwazi brand.

Kodwa hayi nje ukusungulwa imveliso entsha evumela inkampani ukuthatha indawo ephambili emarikeni. Kukho nezinye amanyathelo ezininzi ezibalulekileyo.

nkqubo neentlobontlobo

Ukuze uthathe indawo yawo efanelekileyo emarikeni, kubalulekile ukuqaphela ukuba ipotfoliyo imveliso ekunene. Umgangatho ophezulu iimpahla zokuthengisa - oku hayi imfuneko kuphela. Iveliswe bathengisa imveliso kufuneka ukuhlangabezana neemfuno kunye neemfuno nabathengi, ukuba ixabiso kukhuphiswano kunye Ukukhetha ububanzi. Nazi iimfuno ezisisiseko lebanga:

• Latitude - mangaphi amaqela babe udidi imveliso elinikiweyo (umz, uluhlu ivenkile zentengiso iquka nezithetyana zaso, neengcedevu ngembiza, neepani, izitya, etc ...);
• ubunzulu - le Umahluko phakathi kwamaqela (umz, iqela imveliso "neepani" iquka sotejniki, woks, utyatnitsu, epanini ngenxa fondue, njl ...)
• Ukwanda ibonisa lingakanani Umahluko ngokwalo oluninzi;
• ngokuvumelana - kangangoko iyavumelana iimveliso.

Inkcazo epheleleyo iimpahla zokumaketha akakwazi ukwenza ngaphandle ngokucokisekileyo ABC uhlalutyo kuluhlu. Ukusebenzisa ukuba uzimisele ngokomlinganiselo koko imveliso kuzisa ingeniso liphezulu, kwaye zisekelwe phezu kwezi izibalo, ukwakha uluhlu ifomu zorhwebo.

Ukusebenza okhuphisana

Ukongeza ekunene ezimiselwe ukuthengisa, kubalulekile ukuhlola ngokwaneleyo kwisigxina sabo ngokwenene emarikeni. Lo ngumongo imveliso shishini, loo nto ithathwa kwi complex - umgangatho, ububanzi, ukhuphiswano.

Ukuze kuhlolwe ukuba ingaba impahla wokhuphiswano, simele siqale hlalutya wentengiso yeemveliso ezifanayo kunye neenkampani ezivelisa kubo. Koko ukuhlola amandla kunye nobuthathaka babo, siqaphele iziphene eziye wemveliso, ukuhlalutya ixabiso kunye kontanga yayo. Ngenxa yoko, isicwangciso kukuba ukulungisa indlela kuqhwalela ezifundisa ezintsha okanye ukuzimela phakathi mveliso ezikhuphisanayo, iindleko iza kuba yintoni kakuhle yaye ngaloo ndlela eyenza kube lula ekunciphiseni iindleko.

mix yokumaketha

Ukuthengiswa kweempahla iqondwa njenge iseti kwamaxabiso, ukuthengisa, neentlobontlobo kunye nokukhuthazwa okanye umxube yokumaketha. Malunga nkqubo neentlobontlobo sasinixelele ngasentla.

ndlela ebiza (ngokwemiqathango ye iindleko kwimveliso nokuthengiswa kweempahla) ngoyena ngokuqhelekileyo esetyenziselwa namaxabiso. Amaxesha amaninzi, abavelisi basebenzisa ixabiso njenge okhuphisana, yaye ziyahluka ngayo ngoncedo ngezaphulelo, unyuselo kunye nezinye iinkqubo bonus. Inqabile kakhulu kwimeko impahla kuphela ixabiso ebekwe yi ngumvelisi ngokubona kwayo.

nkqubo Sales kuthetha ukufuna imijelo ukuhanjiswa okuphelele kangangoko, olusebenzayo noloqoqosho, ukusebenza kunye njengabalamli, ukudala imixokelelwane ngemiyinge emincinci, abasasazi kunye nabanye.

Ke ekugqibeleni, ukukhuthazwa iquka zonke imisebenzi ngqo ngqo kunye umthengi, ukususela yahonjiswa nomtsalane, ukuba indalo yomfanekiso nomfanekiso nkampani, izibhengezo ngqo kunye neebhonasi kubathengi.

umjikelezo Product

Iimpahla zokumaketha - loo nto ukutshintsha rhoqo ingqiqo. Ngoko ke, i marketer kufuneka baziqonde ngokucacileyo ukuba nkqu kunye neenzame mkhulu kunye notyalo promotion, kungekudala emva koko, imveliso nganye amahla nezimbi yayo. Ngamanye amazwi, umjikelo wobomi. It iqulathe izigaba 5:

• Uphuhliso imveliso - ukusuka ingcamango, ebonakala intloko, ephela nokudalwa isicwangciso soshishino qhinga phambili;
• indalo kunye nokuphunyezwa kwemveliso - lesigaba leyo edla kubangela umonakalo umdali njengoko impahla babengazi umxhasi, kunye notyalo-mali kwimarike uvavanyo yayo kuthatha - yemveliso, irenti, ezothutho, intengiso njalo njalo;
• Ukukhula kwemveliso - iinzame ezenziwa ngethuba le sigaba zixakatha neziqhamo, kwaye impahla yorhwebo impahla, nto leyo sikhatshwa ukwanda kwiintengiso kunye neengeniso;
• ukuvuthwa Product - ixesha Ukwanda xa kukho inani elikhulu labathengi baqhelene imveliso kwaye apho tywala yenzuzo nangokusebenzayo akachithi mali ekugcineni indawo imveliso kunye nokhuphiswano yayo;
• sigaba ukuhla - a kwaneliswe kwemveliso, abathengi bafuna into entsha, ngoko ingeniso lifinyele, kwaye nomenzi ukhangela iindlela ukubuyela kwiintengiso incopho - nokudalwa iindleko ezintsha ukukhuthaza imveliso, izabelo, etc ...

Abapasa ezi zigaba ayisoloko nako ukubuyisela impahla emva ukuthengisa incopho. Olu hlobo lomsebenzi kushishino - ukuze abe nako ukuvuselela imveliso kwi kwimarike, apho imfuno ayinalo.

Ngenxa obuphezulu emarikeni

Marketing qhinga ukukhuthaza kakhulu, yaye izinto ezichaphazela imfuno - ezifanayo engakholelekiyo. Oku ixabiso nomgangatho, inkonzo, emva-intengiso inkonzo, ibhonasi kunye izaphulelo, uluhlu elungileyo, ukutshatisa fashion, isimbo kunye nangaphezulu.

Indlela oqhelekileyo ukutsala abathengi - kwamaxabiso, ngoxa kusoloko ukwehla ngokukhawuleza kwamaxabiso yokwandisa ifunwa. Umzekelo, impahla kubalulekile kwesidingo kwiintengiso kuya kubangela, kwelinye icala, kukho ukunyuka okukhulu kwamaxabiso.

Enye indlela eyiyo - bebabaza. Kodwa musa ukulibala ukuba kufuneka iinjongo ekujoliswe ukuloba abathengi (oku kufuna ukuqonda okucacileyo ngubani abaphulaphuli bakho imelwe), ukuba ibekwe kwindawo eyiyo ngexesha elililo.

Izaphulelo, unyuselo, nezaphulelo, inkqubo yebhonasi - omnye izixhobo eziluncedo ngakumbi ukudala imfuno kakhulu ukuba imveliso.

Amaninzi ekuthengiseni impahla iqondwa njenge brand. abasebenzisi abaninzi bayavuma ukuba ahlawulele kuphela loo lophawu, kuba isiqinisekiso ekumgangatho okanye ukufaneleka. Kulo mzekelo, kubalulekile nje ukudala imveliso esemgangathweni, kodwa kwakhona ukunika umfanekiso lophawu yenkampani.

Hi ndlela leyi, malunga nomgangatho. Kananjalo indlela esebenzayo zonyuselo, t. To. Imveliso Ehlala efanelekileyo kuya kusoloko ukufumana abathengi yayo.

Kuxhomekeka uhlobo, nomthengisi, amaxesha onyaka, ixesha kunye nendawo yentengiso, inani kwezindululo, iirivyu ezakhayo kakhulu ngakumbi.

endaweni yesiphelo

Yonke ukuba kuthenga, ukutya kunye nesiphelo kunye neenkonzo ukuba usebenzise - yinto yorhwebo. It uneempawu ezithile eziphembelela izigqibo zethu nasekuthengeni - ngokuphepha, ubuhle, enazo, ezoqoqosho kunye nabanye. Kuthengwe ngokusekelwe kwi ukhetho zakho, uluhlu anenkululeko, fashion, iinzuzo, ukonga ixesha elide. Kakhulu imisela imfuno kwisigaba imveliso ke, loo mveliso uyaqhubeka emarikeni - intshayelelo, ukukhula, ukukhula kunye ukuhla. Lo ngumongo imveliso zokumaketha.

Umsebenzi marketing - ngokusebenzisa iqhosha izixhobo zokuthengisa (kwiintengiso, uluhlu ixabiso, kunye izibhengezo), ukukhuthaza imveliso kwi emarikeni aze anikezele kokuthengiswa aphezulu kunye neengeniso. Ukuba zonke ezi mali ziya kulinganiswe yaye isetyenziswe ngokuchanekileyo, imveliso uya kuba nethuba ezingcono obuphezulu emarikeni, nto leyo ethetha ukuba uya kuhlala ixesha elide kwaye zisebenze ngakumbi.