UkumakethaInethiwekhi marketing

Marketing ukuxubana - kuba ... Umbono ukumaketha, mishini ukukhuthazwa

Marketing ukuxubana - isethi okhethekile amathuluzi evumela abakhangisi ukufeza umgomo oyinhloko: ukwanelisa izidingo zamakhasimende kanye nokwanda yokuthengisa. Siqale ukusebenzisa la mathuluzi, isidingo ekhiqizwa futhi ilawula ukuziphatha kwabathengi.

Umqondo nokumaketha imigomo

ukuthengisa umqondo livela Engxenyeni yesibili yekhulu le-19, lapho, ekuphenduleni ukukhiqiza ngokwedlulele kwakunesidingo ukuthola amathuluzi amasha ukusabalalisa yokuthengisa imikhiqizo. Umqondo entsha uchazwa ngokuthi umsebenzi ezithile ezihlose okwandisa yenzuzo yenkampani. Namuhla, kunamabandla okungenani eziyinkulungwane izincazelo ezahlukene. Ngokuvamile, ngaphansi yokumaketha inqubo okuhloswe ngazo ekutadisheni emakethe kanye kumiswa umbuthano abathengi izimpahla.

Umgomo oyinhloko ukumaketha - iwukuba ukuhlangabezana nezidingo abathengi. Ngenxa yalesi cwaningo emakethe, umkhiqizo yakhelwe kunqunywa ukuba izindleko zaso kanye nokugqugquzelwa ehleliwe. Marketing uhlose ukusungula zokuxhumana ngempumelelo phakathi umkhiqizi kanye umthengi izimpahla ukuze wandise ukusetshenziswa. Ngaphezu kwalokho, ubhekene ilitshe Ukucwaningisisa isimo emakethe futhi ukufunda izidingo zabathengi kanye nezici ngokuziphatha kwayo. Liphindze likhulise nekwenta kweneliseke wempahla, ukuletha ke ukuyithenga kabusha. Ukuthuthukisa izinga lempilo lazo abathengi, ukwandisa uhla umkhiqizo kangcono nezidingo sabantu - liphinde operation nokumaketha. Ngesisekelo letinhloso kuchazwa ukumaketha nemisebenzi: ukumaketha, kohlaziyo, ukukhiqizwa kokudla, ukuxhumana, ukuphathwa kwezinto nokwengamela.

Imfundiso yokuziphendukela ukuxubana marketing

Ngo-1953, i-marketing US yaqale wasebenzisa igama elithi "ukumaketha ukuxubana", okuyinto uNeil Borden wayazi isethi olukhethekile amathuluzi ukuze zithole wayefisa ukumaketha imiphumela. kamuva McCarthy elicwengwé lo mqondo futhi ithuthukiswe nomqondo 4Ps Marketing , okuyinto usuphenduke into efanayo welithi "ukumaketha ukuxubana". Lalihlanganisa izakhi ezifana nomkhiqizo, intengo, indawo, ukukhuthazwa. Wathola ukuthi izakhi ezine eziyisisekelo, ngaphandle okuyinto akunakwenzeka ukuba bakwazi ukuhlela imisebenzi marketing ibhizinisi, kukhona kunoma yiluphi uhlobo ukukhiqizwa futhi jikelele.

Ngokuvamile, ukuxubana marketing - a eziyinkimbinkimbi izinyathelo futhi amathuluzi avumela inkampani ukuthonya ukufunwa emphahleni nasetinhlelweni.

umkhiqizo

I element lokuqala iwumkhiqizo ukumaketha-mix (noma umkhiqizo). Lona ukuqala imisebenzi marketing, nangaphansi kusho into ethile noma isevisi inenani ethile umthengi. Umkhiqizo lusesesigabeni design kubalulekile ukubeka izimfanelo kanye izakhiwo ukuthi kuyoba ziphoqa phakathi abathengi. Ukuze ukusebenza ngempumelelo kwezinhlelo zokuxhasa marketer udinga ukuqonda kahle umkhiqizo, okuyinto uyakwazi ukuze kuhlangatshezwane nesidingo, iziphi izinzuzo ezinhle nobuthakathaka babantu umkhiqizo. Kufanele futhi alethe yini umkhiqizo ngcono kungandisa yokuthengisa yayo lapho libhonga yena angase afune. Ukuze kwandiswe yokuthengisa udinga ukuba banakekele isembozo kwezimpahla, sikhalo salo futhi informativeness of registration lokuhweba ukuhlonza okusheshayo umkhiqizo ngumthengi. Ukuze ukwakheka ukwethembeka umthengi umkhiqizo kuyoba mnandi ukunikeza iziqiniseko kanye namasevisi ezengeziwe iklayenti.

intengo

ukumaketha ukuxubana eziyinkimbinkimbi kuhlanganisa intengo kulungiselelwa. Lesi yisinyathelo esibalulekile kakhulu esithinta ukuphumelela noma ukwehluleka umkhiqizo emakethe. Intengo akufanele kube eliphansi kakhulu noma ngokungenangqondo overstated, ngoba uyakwazi okwesabisa away abathengi. Naphezu kalula okusobala inzuzo nokukhulisa ngezithukuthuku eziphezulu, kufanele niqaphele kakhulu ukuthi usethe okusezingeni eliphezulu noma eziphansi, ngoba isithombe ezinamandla umkhiqizo kanye nomkhiqizi isici. Inani kufanele bakwazi ukuncintisana, ezanele amandla wokuthenga kwabathengi isu abakhethiwe. Inani kungaba ithuluzi ukukhuthaza amasu ezifana emakethe Ukungena noma "ukhilimu yokwenza lobu bugebengu". Projecting izindleko umkhiqizo, kufanele unikeze izinketho eziningana for ezihlukahlukene amashaneli okusakaza, kungenzeka lokunikezelwa izaphulelo.

Point of ukudayiswa

Ukukhethwa esikhundleni ukusatshalaliswa izimpahla - okuyisici esibalulekile ukumaketha-ukuxubana umkhakha. Lokhu Ukukhetha senzeka ngesisekelo kokuhlaziya ukuziphatha kwabathengi. Kuyadingeka ngokuhamba isifundo ukuhlonza izindawo lapho kuyoba elula kunazo umthengi ukwenza ukuthenga. yokuthengisa inhlangano, kanye nezinye izindlela yokuthengisa ukukhuthazwa, kufanele uphushe umuntu ukuthenga. Inqubo okuthenga umkhiqizo kufanele kakhulu lula futhi fast, umthengi engachithi isikhathi eningi ngomzamo zibe kokuthenga. Ekuthuthukiseni ukumaketha isu, ukukhomba imakethe Ukusabalala futhi iziteshi zokusabalalisa. Libuye kuyingxenye ebalulekile enhlanganweni yokuthengisa isimiso of merchandising (ukukhangisa ku amaphuzu yedivayisi yokuthengisa, kuhlanganise ukubonisa kwezimpahla, umkhathi kanye navigation esitolo).

ukukhuthazwa

Marketing ukuxubana - yilokhu kakhulu liphathelene ukuthuthukiswa. Ngempela, ukuthuthukiswa iyingxenye ebalulekile mix nokumaketha. isakhiwo sayo kuyisiko ukuhlukanisa amaqembu amane amathuluzi: ukukhangisa, mishini ukukhuthazwa, PR, yokuthengisa eqondile. Lezi zimali sisetshenziswa ndawonye, ngokuxazulula eside futhi Ukuzibekela imigomo yesikhathi esifushane. Ukukhangisa yokuthengisa ukukhuthazwa ngokuvamile ukunikeza imiphumela esheshayo, PR ubuchwepheshe eliphansi futhi kudala nomphumela imisiwe. izindlela Complex of ukukhuthazwa yaqaphela ifomu inkampani abezindaba isu. Ukuze B2B kanye B2C izimakethe, usebenzisa amathuluzi ahlukahlukene.

ukumaketha Amathuluzi

Marketing ukuxubana - it is a plan of action, ukusebenza asikwazi ukuguqulwa noma inkinga njengoba ezingadingekile. Ngalinye timphawu eziyinkimbinkimbi kudinga imisebenzi marketing okwakuvunyelwene ngawo futhi kunenjongo. marketing amathuluzi Basic ezakha ukumaketha, zamanani, umkhiqizo nokuxhumana inqubomgomo yebhizinisi. Ngaphezu ukuxubana marketing kukhona inkolelo yokungafi abezindaba ukuxubana - a eziyinkimbinkimbi esebenzisa umkhiqizo ukukhuthazwa imvelo ulwazi. Lokhu kufaka phakathi ukukhangisa oqondile kwabezindaba (umsakazo, ithelevishini, njll), umcimbi marketing, kanye ukukhushulwa ahlukahlukene, ukukhangisa ku-intanethi.

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