Inkqubo Marketing: isigqibo ukuthenga. Le nkqubo amanyathelo

ulawulo Ukuziphatha umboleki - umsebenzi obalulekileyo sentengiso. ukubaluleka kwayo kwandisa ingakumbi kwiimarike wokhuphiswano kakhulu, apho ukhetho imveliso mkhulu. Ukuze ukuphembelela ukuziphatha umboleki, kuyimfuneko ukuba baqonde indlela inkqubo ithatha indawo ukuthatha izigqibo zokuthenga abaxhasi yintoni iindlela uyakwazi akathi na isigqibo esifanelekileyo ngezigaba ezahlukeneyo.

imbali icala

Njengoko esigangeni elizimeleyo zokufunda yokuziphatha kwabathengi eqalisiweyo kwinkulungwane yama-20. Ngokuchasene imvelaphi yokukhulisa umdla kuphando ezikhuthazayo ekudibaneni kwe psychology kunye nokuthengisa, kukho intsimi ezintsha zolwazi. into Its zokufunda iimpawu zokuziphatha yomsebenzisi, kubandakanywa nabo ngazo kwinkqubo yethu iphepha - isigqibo sokuthenga. Engunozala lenzululwazi baba oosonzululwazi American uYohane. Angel kunye R. Blackwell, babhala i incwadi "Consumer Behaviour 'lokuqala, apho namhlanje Classic, waza wadala enye imifuziselo zokuqala kwinkqubo yokwenza izigqibo zokuthenga. Injongo inzululwazi yokuziphatha kwabathengi yaba ukufuna iindlela ezisebenzayo ukuphembelela izigqibo ezizizo.

siseko yolawulo ukuziphatha kwabathengi

Marketing kwinzame zalo ukuphembelela isigqibo othengayo kufuneka kusekelwe phezu yemfundiso kulandelayo:

• umsebenzisi-nkonzo uzakuba ezizimeleyo izigqibo zayo kunye nobukhosi bawo kufuneka iyolala;
• nezizathu yabathengi, ezichaza inkqubo (zokuthenga) zifundwa uphando;
• yokuziphatha Umboleki kuphenjelelwa;
• azinampembelelo isigqibo imithetho yentlalo umthengi.

Ezi zimiselo ziye zavela kule nqanaba lokusekwa inzululwazi yokuziphatha kwabathengi kwaye inviolable.

Ingcamango lezentengiso lokuthenga

Ukuthengwa - inqununu kunye nenjongo ezinqwenelekayo iinkqubo zokwazisa. Kakuhle eli kuthenga ngokutshintshiselana imali kweempahla kunye neenkonzo. Ngelo xesha linye ukuthenga abathengi amaninzi ezinxulumene noxinzelelo: inkulu ixabiso, lo nzima umntu isigqibo kokuba uthenge. Ixabiso lempahla luboniswa imali, yaye, bona, zibonwa ngabathengi njengenxalenye yena, ngenxa yokuba imali echitha imithombo yayo: ixesha, izakhono kunye nolwazi. Ngoko ke, ngenxa yokulahlekelwa imali rhoqo akezi lula kubathengi. Umsebenzi a marketer - ukuququzelela le nkqubo, ukuze sincede umntu ukufumana ukuzonwabisa ukuthenga yaye anelisekile ngokuthenga zabo. Ukusombulula le ngxaki marketer kufuneka ukuqonda kakuhle ukuba inkqubo yokwenza isigqibo sokuthenga kumthengi. Namhlanje, aba iindidi ukuthenga zibekelwe njenge:

• ezicwangcisiweyo Ngokupheleleyo ukuthenga xa umthengi uyazi kakuhle into lophawu, ixabiso kunye kwindawo oyithenge kuyo. Ngokuqhelekileyo olu hlobo unxulunyaniswa nokufunyanwa kweempahla eyomeleleyo ezibizayo.
• Inxalenye yentengo izicwangciso, xa umboleki uyazi ukuba wayefuna impahla ukusithenga, kodwa ukuba bamakishe indawo yakho yentengo hayi kodwa isigqibo. Olu hlobo amaninzi isicelo iimpahla yabathengi, ezifana ubisi okanye isonka.
• uzothenga xa umboleki othenga into phantsi kweempembelelo umnqweno nomzuzwana. Ngokuqhelekileyo ukuze uthenge izinto cheap, nje ezo zinto zisebenze, umzekelo, isitshixo i "shushu" indawo Checkout, apho 90% yenziwe yokuthengwa ngokwentshukumisa.

Iimfaniso lokuthatyathwa kwezigqibo ngokuthenga

Nangona umehluko ngabanye abantu, ukuziphatha kwabo abathengi anganikela wesakhiwo. Ngoko ke, izinto zokumaketha ngayo bagqiba ukwenza imodeli yokuziphatha komthengi. Enza kube lula kakhulu ukuqonda umthengi gingxi ukuvumela ukuba ukufumanisa impembelelo indawo kangangoko kumthengi. Ngokwembali, imodeli yokuqala yaba scheme Kotler ebizwa ngokuba 'ibhokisi black umthengi lokuqonda. " Kulo mzekelo, izinto zokuqhuba engenayo kweyela kwibhokisi emnyama, nto leyo iguqulelwa ekusabeleni lomthengi. Cotler ayikwazanga ukucacisa kakuhle kwinkqubo yokwenziwa kwezigqibo kwaye wayibiza ngokuba 'ibhokisi elimnyama ", kodwa merit yakhe ukuba wabonisa ukuba kukho intsimi yokuziphatha ezinjalo. imodeli yokuqala epheleleyo isigqibo ukuthenga yenziwe Angel kunye neqela lakhe. Kuye thaca kwi ukulandelelana yezenzo zabantu, isigqibo kwezigqibo: kwathabathela embonakalweni isizathu ukuthenga ukuya imvakalelo ukuzonwabisa okanye engakholiswa emva kwesiganeko.

Namhlanje kukho imifuziselo ubuncinane 50 yesigqibo ekuthengwe ngayo, ukuba zahluke ngokweenkcukacha, kodwa ke bonke kungancitshiswa kwi zigaba ezintlanu eziphambili zale nkqubo.

ulwazi isidingo

inkqubo nganye yokwenza izigqibo ukuthenga umthengi luqala inkangeleko iimfuno isizathu kunye nolwazi. Nawuphi na umntu rhoqo ahlasele iminqweno ezahlukeneyo, uze ukhethe umboleki kakhulu echaphazelekayo kuphela ngokususela kwiimfuno zabo, kodwa kwakhona phantsi kwempembelelo yeemeko ezahlukeneyo lwangaphandle nangaphakathi. Injongo nokuthengisa iinkqubo - ukunceda abathengi baqonde umnqweno wabo. Advertising, umzekelo, akwazi ukuba ndingayi kukuxelela nje umntu ukuba unako ukuthenga ukuhlangabezana neemfuno ezahlukeneyo, kodwa umnqweno ukudala. Ngokomzekelo, zange mfuneko agaye multivarka logama nje undifihlele, akandixelela kubo malunga nokuba nako kwesi sixhobo zeentengiso.

iimfuno Natural yomntu ayikho kangako, kunye nentengiso lijolise ekukhuthazeni abantu ukuba ubuninzi, nokuselwa olungeyomfuneko. abemi mihla ingumasipala abangenazimpahla ngokwaneleyo, wamsindisa kukugodola, yena ufuna iintlobo ezaziwayo into kusefashonini ukuhlangabezana neemfuno iwonga ngokuhambelana ntsingiselo fashion. Nantso loo migudu ukuthengisa zikhokelele ukuvela ezi mfuno. Njengenxalenye yale uqhakamshelwano olumakethayo abathengi baphenjelelwa ngethuba apho wala yathethelela omnye okanye olunye uhlobo ukuhlangabezana neemfuno baqonda.

ulwazi retrieval

Onke amanqanaba kwinkqubo yokwenza izigqibo ngokuthenga kunokukhokelela kokuba uthenge. Kwezinye iimeko, umthengi unako ukuthenga kwi kwinqanaba imfuneko othi, umzekelo, wayefuna ukuba asele, ngoko nangoko wabona umatshini ngamanzi, bathenga imveliso kulamla unxano. Kudla kunokwenzeka ukuba ixabiso elincinane yempahla kunye oomahluko ezingephi phakathi kweemveliso. Ukuba kuthengwe ifuna kwiindleko ezinkulu kakhulu, umsebenzisi nakanjani iqala ukuqokelela ulwazi kwiinketho kunokwenzeka ukuba ukuhlangabezana neemfuno. Ulwazi kufunwa ipateni ecacileyo. Ukuba ingxaki kwenzeka umntu wokuqala ubhekisela izibonelelo zalo iinkcukacha yangaphakathi (ulwazi lugcinwe kwinkumbulo), kwaye kuphela ukuba akukho mpendulo ezifunyenweyo, ukubiza kwimithombo yangaphandle - eendaba, abahlobo, xa kwindawo yentengiso. Ukuziqhelisa, kubonakala ngathi oku: abantu babefuna ukuya kuthenga isonka esihlohliweyo - ukhumbula apho kufuphi kukho ingongoma kwentengiso ngale mveliso. Ukuba uwabize uyasilela, akuyi kuba kwezinye imithombo yolwazi. Ukuba akunjalo, yena cela abahlobo, khangela kwi-intanethi, njalo njalo. N. Ngoko ke, lezentengiso badla ugcwalise iinkcukacha memory lomntu ngale mveliso, kwakunye ukuba balungelelanise bume ulwazi olufumanekayo, ukuba kuyimfuneko, abathengi sinokufunda nemveliso evela kwimithombo eyahlukeneyo.

Uhlolo lwezinye

Xa sifuna ulwazi olunikiweyo iinketho eziliqela ngokulinganayo noko ngenxa ukuhlangabezana neemfuno zenkqubo kwezigqibo malunga yokuthenga iimpahla engena kwisigaba esilandelayo - ukuthelekisa lokukhethwa. Inkqubo yovavanyo zinokuba nomahluko, kwaye inyathelo kungathatha indawo uthelekiso olulula (ubisi kunye izolo kaThixo), kwaye oku ijikwe siluhlolisise wayeyingcali ngoncedo lwabantu wesithathu ulungelelwaniso iikhrayitheriya (umz, ukuthenga ifowuni expensive). Zokuthengwa zibiza imali eninzi yaye ehlonitshwe, izinto ezahlukeneyo intsonkothe ngaphezulu yenkqubo uthelekiso ithatha indawo. Impembelelo yokwazisa, lophawu, umthengisi okanye iingcebiso umntu onegunya kunokuba nempembelelo tsotsololo sigqibo.

isinqumo ukuthenga

Le nkqubo ichazwe apha - isigqibo sokuthenga - sinokuzaliswa nangaliphi na ixesha, ukuba umntu ufumene ityala esinamandla na isenzo okanye ukusilela kuyo. Isigqibo sokugqibela malunga ukuthenga kufika kwindawo ethengisela, kwaye ke into ebalulekileyo emoyeni evenkileni kunye nomntu lomthengisi, ngokunjalo nelungiselelo bolu kwindawo apho kuthengiswa: uboniso kweempahla, .. Lawulela, ukucoceka, kube lula intlawulo njl zibalulekile izinto zokubopha kunye iipropati organoleptic.

Postpokupochnoe ukuziphatha

Eyona njongo ingundoqo nokuthengisa - ngokwaneliseka - yonke amanyathelo kwi izigqibo inkqubo yabathengi. Ukuthenga kwamathandabuzo eyandulela, uvavanyo ezizezinye, ukhetho, kodwa ayikagqitywa. Ukuzisa ekhaya iimpahla, umthengi iyaqhubeka ngokuthandabuza ukuchaneka choice yakhe. Ukuba umba iyasetyenziswa abusayi ulwaneliseko nolonwabo, ngoko ke iza kuqalisa ukusasaza inkcazelo embi ngayo imveliso, nto leyo iba nefuthe elibi isigqibo abanye abathengi. Ngoko ke, nabathengisi baxhalabile malunga nendlela ukweyisela kumthengi ukhetho ekunene kwaye emva kokuba kuthengwe, kucetywa ukuba iziqinisekiso inkonzo eyongezelelweyo, zixhaswa ziintengiso.

control yomsebenzisi ukuziphatha

Inkqubo ezimbaxa kwisuntswana kwabathengi kwezigqibo malunga nokuthenga ngumxholo isenzo sentengiso. Kwinqanaba ngalinye anganefuthe isiphumo senkqubo. Xa amanqanaba ulwazi ngeemfuno kunye nolwazi retrieval zisetyenziswa zizinto ezifana amaxabiso zentlalo nenkcubeko, amaqela reference, iimpawu udidi lwentlalo kunye nendlela yokuphila kwabathengi. Xa nqanaba ngokuthelekisa zizezinye eqongeni postpokupochnoy ludlala indima ebalulekileyo brand, umfanekiso walo nezibhengezo. Nabathengisi, enyanisweni, musa ukuyishiya ingqalelo abasebenzisi bakho 'ephakadeni benza amanyathelo ukuthenga ngcembe leri ukulungela kukhokelela ukuthenga, yaye ngoko nangoko inxaxheba kwinkqubo entsha. Ukuthenga izigqibo kwinqanaba ngalinye kufuneka iziphumo zawo - lelona ulwazi, ulwazi, isimo sengqondo, uthethathethwano kunye nokunyaniseka. Ezi ziphumo ziziphumo ezinkulu, ukusebenza oluxandileyo, iqala ize iphele izifundo yokuziphatha kwabathengi.

Ukubaluleka yophando ukuziphatha kwabathengi

Uphando inkqubo yokwenziwa kwezigqibo malunga nokuthengwa kwempahla na sisiqalo ye ukuyilwa nayiphi inkqubo sentengiso. Engazi njani yaye phi ukujonga ulwazi kubathengi, yintoni izinto eziphembelela ukhetho wakhe, akunakwenzeka ukwenza media anobuchule ekuqulunqweni imiyalezo zentengiso. Kwaye amanqanaba izigqibo inkqubo yokuthenga efanele uhlalutyo yentengiso ngokucokisekileyo. Kwaye kufuneka kukhunjulwe ukuba umfuziselo izigqibo iyahluka ngokuxhomekeke umjikelo wobomi imveliso. Umzekelo, nogqibo abantu ezaziwayo-kakuhle imveliso oqolileyo ukuthenga ngenye indlela. olwahlukileyo yokuziphatha kwiimarike Wholesale and Retail, kwaye ezi yantlukwano ezityhilekileyo kuphela ikhondo wophando.

Imizekelo iinkqubo ze isinqumo lokuthenga

Engazi, siye izihlandlo eziliqela sijongene imihla ingxaki olukhethayo .. Yintoni ukuthenga sangokuhlwa, apho ukuya kuphumla, yintoni isipho yokuthenga omthandayo omnye, njl Inkqubo yokwenza izigqibo ngokuthenga, imizekelo apho wonke eninokuzifumana umsebenzi wabo, kuba eziqhelekileyo kwaye kaninzi automatic. Nawuphi na umsebenzisi badla ukugcina izixhobo zabo, kuquka ixesha, amandla kunye zobuntlola. Ngoko ke, sizama ukuguqulela nayiphi na inkqubo kwingingqi eliqhelekileyo kwaye beyenza. Ukuba ngenye imini siye bachithe ixesha kunye nomgudu nokukhethwa ijusi ebanika kuthi umngxuma, akuthandeki ukuba kwakhona uya kucinga ngayo ingxaki efanayo, kuphela ukuba kuyanyanzeleka kule imeko, uze uthenge incindi efanayo. Umzekelo ukuziphatha esimbaxa ukufuna kubizwa ngokuba yokuthenga imoto, kaninzi meko, umntu uhamba kuwo onke amanqanaba kwinkqubo yokwenziwa kwezigqibo, elide athelekise iinketho yaye likwavakalelwa ngumba kwinkonzo postpokupochnomu.