Yintoni na ukuthengisa: inkcazo iindlela zorhwebo ngempumelelo

Namhlanje, uyakwazi Sisoloko sisiva ingqikelelo ukuthengisa ishishini. Oku lakhanya kwimidiya kumabonakude. Abantu abaninzi abaqala ukwakha ishishini lakho, sebenzisa yona intengiso. Kodwa bambalwa abantu bacinge malunga nokuba yintoni. Ulwazi zekota kusetyenziswa ebomini.

Yintoni yokumaketha? Ukuzimisela ukunika nezichazi-magama. Ngokomzekelo, Kotler wabhala ukuba oku kuqonda kufuneka lomthengi kwaye ukuyilwa ebango emarikeni. Okanye inzululwazi ukudala ngayo kwimarike ekujoliswe ukutsala, bokufumana phinda inani kubathengi. Kwakhona umba obalulekileyo, nto leyo ithi ukuba nawuphi na umntu - ixabiso eliphezulu inkampani.

Kwelinye icala, yintoni na ukuzithengisa? Ukumiselwa kwe Soviet Encyclopedia ithi ukuba ngokuyintloko inkqubo yolawulo inkqubo yobungxowankulu. Kwaye ngoko ke eyona njongo lorhwebo - ukwenza imveliso eza ukwanelisa ngokupheleleyo imfuno emarikeni. Imisebenzi nokuthengisa zahlukahlukene: zentengiso, iingxaki yokuthuthwa kunye nokugcinwa kwempahla, imiba amaxabiso njalo njalo.

Yaye yintoni na umgaqo-nkqubo yokumaketha? Le ukukwazi ukufumana ulwimi nabathengi ukuphakamisa ukusebenza kwamashishini. Njengomthetho jikelele, i-nkqubo intengiso ibekwe kwi kuxwebhu oluqulathe isicwangciso sophuhliso yenkampani, uphando lwemarike kunye nohlalutyo.

Kodwa bambalwa uyazi yintoni marketing, inkcazo kwayo. Kudla kukho iimbono ezimbini ezinkulu. Eyokuqala iphathelene isibakala sokuba marketing luhlobo ugcino jikelele macala. Njengokuba, ukuba le nkampani kukuba esengozini yokuvalwa, kuyimfuneko ukuba sibize marketer specialist, uya kubhala isicwangciso, yaye yonke into ngomlingo sisebenze ngaphandle. Kodwa enyanisweni akunjalo. Hayi nje isicwangciso sophuhliso, simele sazi ukuba ukuphumeza njani. Kwaye kunzima ukukwenza. Enye ukungaqondi: bathi, kwisikhundla sokuba iisuti zokuthengisa nabani. ezinjalo izikhundla badla ukubamba abantu nje omaziyo. Ngokuqhelekileyo, le yi "gofer" njengesiqhelo, zibe ngokuba abantu abanolwazi.

Ngoko ke yintoni na ukuthengisa, kukhethwa oluchaza msebenzi? Ngokufutshane sinokuthetha oku: ubugcisa nangayiphi na indlela ukuthengisa imveliso okanye inkonzo. Ukuba injongo yolawulo - lakuthengisa into umntu othile (inkampani), injongo marketing - nje ukuphumeza intengiso yempahla okanye iinkonzo. Kwiminyaka yakutshanje, noshishino into yokufunda kunye neemfuno zabathengi. Oko kukuthi, Umthengisi kufuneka bazi kwangaphambili ukuba yintoni abantu abafuna uthenga.

Ke kulo mzekelo, kufuneka asebenze zokumaketha? Kwindawo yokuqala kubhaliwe rhoqo kuhlalutywa imeko nemakethe. Kuxhomekeka ububanzi izinto zingatshintsha ngamazinga ahlukeneyo. Kodwa marketer kufuneka kusoloko sikwazi ukuphendula naluphi na utshintsho. enye umsebenzi wakhe - ukuba ukusebenza kunye nabathengi. Indlela kuphela uya kuba nako ukuhlola iminqweno kubathengi, kutheni ukuba bathathe imveliso nokuba kubo vazhno.Tretya umsebenzi nokuthengisa - ukuhlalutya imeko amatyala yokhuphiswano: ukuqonda ukuba kutheni na abathengi ezininzi, le nkqubo amaxabiso njalo njalo. Kuqwalaselwa neendaba zabo, iiblogu, aqesha umthengi mfihlakalo. Ngeendlela ezininzi, impumelelo inkampani kuxhomekeke umsebenzi lorhwebo.