Ukumaketha umqondo Modern

Marketing iyithuluzi elibalulekile ekusunguleni ukuxhumana phakathi umkhiqizi kanye umthengi. Kutfutfukiswa kwelwati ukumaketha ikuvumela ukuthuthukisa ezihlukahlukene ukufeza imigomo ebalulekile ibhizinisi ibhizinisi. Kukhona ezinye imiqondo eyisisekelo ngesisekelo okuyinto inkampani ngayinye esenqumile kwesidzingo. Eyokuqala ukumaketha umqondo marketing nokuphathwa yavela eminyakeni engaphezu 100 edlule, kodwa kwezinye izimo ke, ayikatholakali kuze elahlekile ngokuhlathulula ukusebenza kwawo. Sichaza nemiqondo eyisisekelo ukumaketha yesimanje kanye imininingwane yayo.

Umqondo ukumaketha

Ekupheleni kwekhulu le-19 ngenxa ukukhula zezimboni kanye nokuncintisana ezimakethe ezidayiswayo kukhona izimfanelo for kumiswa nokumaketha. Ekuqaleni kwekhulu lama-20, kusobala njengenhlangano isayensi ezimele lokulawula izenzo iqhaza emakethe ukuze andise inzuzo. Kamuva Marketing icaciswe njengoba iqoqo izinyathelo ngokuzibandakanya abakhiqizi futhi abathengi. Inhloso ukumaketha iyasibona isidingo ukuhlangabezana nezidingo abathengi kanye inzuzo. Eminyakeni engu-30 ziqala ukwakheka izimiso sokuqala senkolelo-mbono ye-isayensi entsha yokuqonda. Ikhishwa imithetho jikelele kwesidzingo nokumaketha eziyisisekelo imiqondo ziya abasafufusa. Marketing akuyona imfundiso yokuziphendukela iba ezomile, njalo uhlala imisebenzi zama-practical.

Ngendlela jikelele iningi marketing ubhekwa okwakuvela ohlotsheni olukhethekile lwenkanyezi umsebenzi womuntu, okuyinto ihlose ukufunda futhi ukuhlangabezana nezidingo womuntu. Nokho, injongo yayo eyinhloko ukuphatha kanye ezimakethe ukukhulisa inzuzo yenhlangano. Marketing, ngakho-ke, uba omunye wemizila ebaluleke kakhulu ukuphathwa imisebenzi.

Ingqikithi yalo umqondo marketing

Osomabhizinisi njalo ngifuna ezintsha, uhlelo kahle isenzo ezazizosiza ukwandisa inzuzo ebhizinisini. Zalezi zidingo anda ukumaketha kanye umqondo walo. Philip Kotler, omunye theorists emhlabeni esivelele ukumaketha, uthi umqondo marketing ukuphathwa kuyinto indlela entsha yokwenza ibhizinisi. umqondo marketing aphendule inkinga osendaweni ebalulekile, iyindlela eyinhloko futhi ithuba inzuzo. Impendulo yalo mbuzo obalulekile luwumgogodla lesi simanga. Kulokhu, umqondo marketing - lokhu akulona uhlobo oluthize eyeza nezazi zezinkanyezi ezikhuluma abstract futhi esiphezulu ukuphathwa isicelo isixazululo.

Izinhloso imiqondo ukumaketha

Umkhiqizi kwezimpahla ngikuphoqe wezimo zamanje unaphakade ucabange indlela ukuwudayisa. Namuhla cishe izimakethe ezingenalutho kwesokunxele, ngakho kudingeke ukuba yonke izizwe ukubhekana izimbangi bese ubheka amasu ezazizosiza umfutho yokuthengisa. Kubhekwe le, umgomo oyinhloko we umqondo marketing - okubekwe ngayo imisebenzi kudingeka zixazululwe ukuze sifinyelele izinkomba oyifunayo. Umqondo ukumaketha evumela izinkampani ukulungisa izimo emakethe ushintsha, ekusizeni ukuphatha okufunekayo buyindlela kubalulekile ukuze ukuhlela amasu.

nomqondo ukumaketha kanye nokuphathwa

Marketing - lokhu ingenye yezingxenye ukuphathwa, umphathi kumelwe siqonde engibathandayo uveza umkhiqizo nendlela okufanele kuqhutshekiselwe kumthengi. Marketing umqondo lenhlangano ayingxenye ukuhlela amasu. Kunoma yiliphi izinga ukulawula ukuphathwa wukuhlela imisebenzi yenhlangano noma umnyango ngesikhathi esizayo uma kuqhathaniswa elikude, ngoba lokhu kuyadingeka ukuze baqonde ukuthi bayaphi. Umqondo nokumaketha ukuphathwa Yileso impendulo yalo mbuzo. Nokho, akuyona iresiphi, esimweni ngasinye, umphathi kudingeka sihlaziye isimo emakethe futhi ukudala ulichaza ngendlela yakhe umqondo generalized. Ngakho-ke, umsebenzi ukumaketha ukuphathwa - Lena inqubo eyinkimbinkimbi esibandakanya ukuhlaziywa, zokudala futhi izingxenye zamasu.

Evolution of imiqondo ukumaketha

ukumaketha imiqondo Okokuqala ziyahlangana ezinsukwini zakuqala marketing. Kwaba kuwukusabela okungokwemvelo kulokhu isimo emakethe. Sivisiso ekwakhiweni umqondo kwenzeka kakade sezigcwalisekile, ngemva abakhiqizi aseqalile ukusebenzisa lolu imodeli. Empeleni le ukuthuthukisa imiqondo ukumaketha njengengxenye yomsebenzi zokuphatha kuza kamuva. Abacwaningi baphawula ukuthi lapho ukuvela imiqondo marketing ihamba endleleni phezu imigomo kanye nezidingo umkhiqizi ukuba izidingo umthengi. Futhi izimakethe ngaphezulu asethuthukile, izithakazelo olujulile kakhulu futhi ikakhulukazi abathengi ziyabhekelelwa uma uhlela nokumaketha. I engavamile of ukuvela imiqondo yokumaketha ukuthi uma onobuhle ezintsha, elidala qinani nokusebenza sabo. Kungenzeka ukuthi babe ngaphansi eziphumelelayo, senze hhayi kuzo zonke izimo. imiqondo okusha kungukuthi "lokubulala" elidala, nje izindawo eziningi ukukhiqizwa ayabaluleka ukukhiqiza kakhulu, lezi "zifiki", kodwa futhi onobuhle ubudala sisasebenza futhi ingasetshenziswa kwezinye izimakethe.

umqondo ukukhiqizwa

Lokumaketha umqondo wokuqala kwavela sokukhula asebenzayo zokukhiqiza e-US naseYurophu ngasekupheleni kwekhulu le-19. Ngalesi sikhathi, nabathengisi wabusa emakethe, amandla wokuthenga sabantu kwaba ngempela high, futhi sikhulu kakhulu isidingo ezimakethe eziningi kudlulwe supply. Khona-ke akukho Uhlaziyo luqhubeka umqondo ukumaketha kanye nazo zonke izinhloso ukumaketha ziye bagxila yokukhiqiza. Okuthandayo kanye nezidingo umthengi akusho acabangele, kwakukhona umbono ukuthi umkhiqizo omuhle uyohlale ukuthola umthengi. Kwathiwa abaningi bakholelwa ukuthi ungakwazi ukuthengisa noma iyiphi inombolo kwezimpahla. Ngakho-ke, umthombo oyinhloko wemali banda imiqulu ukukhiqizwa. Umzabalazo main nesincintisana walala intengo ensimini. Osomabhizinisi bafuna ukuthuthukisa ukukhiqizwa, nekwandzisa umtsamo kanye nokunciphisa izindleko. Kwakuphakathi nalesi sikhathi lapho isifiso ezishintshayo ukukhiqizwa, kunenhlangano yesayensi yomsebenzi, aphansi phezulu afuna izinto zokusetshenziswa eshibhile. Phakathi nale nkathi, inkampani ibe diversification ababuthakathaka, okwenza izinsiza zayo ngesikhathi kukhishwa izimpahla. Umqondo ekuthuthukiseni ukukhiqizwa futhi sisasebenza nanamuhla emamakethe lapho funa idlula ukuthengisela, ikakhulukazi lapho kukhululwa umkhiqizo omusha, okuyinto kungekho izimbangi.

umqondo Ukuhweba

Engxenyeni yokuqala yekhulu lama-20, emakethe kancane kancane ayegcwele izimpahla, kodwa funa namanje zisishiya supply. Lokhu kuholela yokuthi kukhona umkhiqizo umqondo marketing. Ngaleso sikhathi, ukukhiqizwa lase licishe phelelisa ukwandisa umkhiqizo, futhi asisakwazi umbono ukuthi kuyadingeka ukuze sithuthukise lo mkhiqizo. Umthengi akafuni noma yimuphi umkhiqizo, iqala ukwenza isikhalazo ukuze izinga layo, ngakho umsebenzi yomenzi - ukuze sithuthukise lo mkhiqizo futhi kwikhava yawo izici, kanye ukutshela umthengi. Kunesidingo ukukhangisa njengoba ithuluzi umthengi izaziso mayelana ezintsha, futhi ikakhulukazi izinga izimpahla. Ngaleso sikhathi, umqondo esandile sokuba umuntu umthengi ilungele ukuthenga umkhiqizo omuhle ngenani lentengo elikahle. Ngakho-ke, kwenkululeko mncintiswano kwamanani kancane kancane ezihambelayo indiza izakhiwo nesilinganiso komkhiqizo. Lo mqondo singasetshenziswa namuhla futhi labo izimakethe lapha funa icishe kulinganiswa nezinga funa, lapho kukhona amandla wokuthenga esanele sabantu, okuyinto ukulungele ukhethe umkhiqizo izinga. Lo mqondo uyakucabangela izici ezibalulekile ezifana izinga izimpahla kanye nenqubomgomo umkhiqizo.

Umqondo imizamo commercial

Ekupheleni kwe-30s kukhona okulinganisa we nezidingo cishe kuzo zonke izimakethe umthengi. Kunesidingo ukwenza noma yimuphi umzamo okhethekile ukuheha umthengi. Phakathi nalesi sikhathi kwakheka emakethe umdayisi kanye umthengi. Ngalesi sikhathi, isidingo kuza kuqala inkinga okwandayo yenzuzo yenkampani. Izimpahla kanye ukukhiqizwa lithuthukile ngangokunokwenzeka, kodwa zonke izimpahla ezingeke zikwazi ukuthengiswa noma kuthengiswe kancane kakhulu. Ngakho-ke, ukumaketha umqondo yenkampani kufanele okuhloswe ngaso ngcono inqubo yokuthengisa. Ngalesi sikhathi, kunemibono ku inkanuko okufunekayo indima ekhethekile wonke amaphuzu yokuthengisa nabathengisi. Phakathi nale nkathi, kwakhiwa merchandising, njengoba imisebenzi ethize yokuthengisa umthengi yisifiso ukuthenga e Izitolo okudayisa. Abakhiqizi sebeqala ukuqaphela ukuthi izimpahla ayikwazi ngokushesha ithengiswe ngaphandle izindleko zokukhangisa. Ngalesi sikhathi, uqala kumiswa emakethe amasevisi ukukhangisa. Osomabhizinisi banenkolelo yokuthi ngosizo ukukhangisa okuhle bangathengisa lutho. Phakathi nale nkathi, kukhona sphere enjalo elikhethiwe umsebenzi ngoba ukulungiswa nabathengisi, ethengisa iqala ukwakha umbono. Yiqiniso, leli qiniso ukwanda imizamo commercial ezingase zithathwe namuhla ezimakethe lapho umthengi akusho ucabange ngokuthenga lo mkhiqizo, kodwa unendlela ukuthenga. Inhloso yalesi umqondo - ukuthuthukiswa inethiwekhi yokuthengisa, ngcono yokuthengisa amathuluzi.

umqondo Self-marketing

In the 50s yekhulu lama-20 yonke izimakethe ezinkulu bagcwala izimpahla, futhi isikhathi lapho supply idlula funa. Kulesi mqondo, ukunakwa okukhulu ikhokhelwa ikhasimende kanye nezidingo zakhe. Umenzi is ningayifuni ukuthengisa yokuthi wakwazi ukukhiqiza futhi sicabange ngalokho ikhasimende ungathanda ukuqala futhi yilokho ukukhiqiza. Mayelana umqondo marketing lenkampani kungokoqobo izinguquko ezinkulu. Abakhangisi ukuchitha izimali eziningi ku ekutadisheni ukuziphatha abathengi. Badinga ukwazi ukuthi yini amagugu, izidingo nezithakazelo umthengi, yini indlela yalo yokuphila, lapho ukubabela. Futhi ngokusekelwe le usomabhizinisi ulwazi lizokwenza nesiphakamiso kumthengi. Kuyaphawuleka ukuthi kuleli cala zonke izindlela ezindala zigcinwa: izimpahla kumele lube sezingeni eliphezulu, ukukhiqizwa - iphuzu eziphumelela kakhulu ukudayiswa kufanele ukhuthaze umthengi ukuthenga izimpahla. Phakathi nale nkathi, okokuqala, sekuqala ukuvela umqondo ukuxubana marketing, ehlanganisa wonke amazinga ibhizinisi. Kulesi ekhulelwa, kukhona okumsulwa ukumaketha umgomo - ukuhlangabezana nezidingo zamakhasimende, lena based amathuba inzuzo. Umqondo global imakwe kushintsha marketing umthengi, manje kuzo zonke izimakethe umlingiswa oyinhloko - umthengi kanye umkhiqizi ngoba kwenza esiphezulu ukuze kuholele ukuthenga. Abathengi manje uzimisele ukuthenga umkhiqizo okungukuthi kakhulu izidingo zakhe. Ngakho-ke, umkhiqizo kumelwe ilingane kahle izidingo zawo. Umthengi liyalingana ukulikhokhela premium, kodwa ukuze uthole kahle ukuthi afuna.

umqondo Social neziphathelene nokuziphatha kwabantu

Ekupheleni 70s enkathini ka ukuphuza kakhulu futhi ukukhiqizwa kuye kwaholela yokuthi kwemithombo yomhlaba yaqala ukuba anciphe. Liyophuma ukunyakaza enamandla social evikela imvelo futhi ngokumelene ukusetshenziswa ngokweqile. Futhi imiqondo emisha ukumaketha awanakuziziba lezi zinguquko. Umqondo wemakethi neziphathelene nokuziphatha kwabantu, okuyinto ngempela sisasebenza nanamuhla. Lo mqondo kudinga sekulinganisa eziyinkimbinkimbi izimiso ezintathu: umphakathi, izidingo kanye nezidingo ikhasimende futhi ibhizinisi nenzuzo ngokuba usomabhizinisi. Ngaphakathi kwalolu hlaka, indima ekhethekile uphumile nombono zeningi, umfanekiso inkampani, ukwakheka lapho usomabhizinisi kumele basebenzise ezinye izisetshenziswa. Gcwalisa isikhala iphuzu kanye saturation abathengi ezimakethe beqala ukubona ukuthi ukukhula komnotho elingapheli kuholela umonakalo kwemvelo, futhi efuna nomkhiqizi waqikelela ukuthi ayeke DPS nemvelo. Lokhu kudinga sesimanje amabhizinisi zokukhiqiza, ukwethulwa kwe-uhla imikhiqizo emisha ukuthi ukuhlangabezana ukuhlolwa entsha kwemvelo nokuphepha. Injongo nomkhiqizi kule umqondo, ukwethulwa kwamazinga emisha production inkolelo lomthengi e ukuphepha umkhiqizo wawo. Futhi, kukhona umsebenzi ukumaketha ezinjalo, njengoba izingane zingafundiswa ngokwanele umthengi, ukuqeqeshwa izindinganiso zakhe entsha ephilayo.

umqondo nokuxhumana

Engxenyeni kwekhulu lama-20 yesibili, abakhangisi sebeqala ukuqonda ukuthi kubalulekile ungathathi kuphela ku-akhawunti nezidingo umthengi, kodwa futhi ukumenza ahlanganyele ubudlelwane. Abathengi ejwayele ubuhlobo zifane, izimo ejwayelekile banganamukeli kumenze imizwelo. Ngakho-ke, ukwehlukanisa kusukela mncintiswano kudingeka ukwakha ubudlelwano namakhasimende ngabanye. Ukuxhumana nenkampani ukudala umthengi uxhumano ngokomzwelo, uqokomisa uphrojusa eziningi nabanye abafana naye. Konke ukukhangisa kwenyuvesi imiqondo odlule uholwe yikuphi ukuhlakanipha sizathu, futhi lokhu imodeli kuhloswe imizwelo. Kulesi mqondo, indima ebalulekile kukhishelwa nokuxhumana, umenzi usetha ngazinye, ubuhlobo ithemba ngokuhlanganyela ikhasimende ngesikhathi ukuxhumana. imiqondo okusha marketing nezokuxhumana, asidingi kuphela izixazululo eziyinkimbinkimbi, futhi zisekelwe akhawunti izici yomthengi ngamunye. kukhona into enjalo kule umqondo njengoba umjikelezo wokuphila kwe-Ubuhlobo nomthengi. Ame 3 izinyathelo isithakazelo umkhiqizo, ukuthenga kanye ukusetshenziswa. Kulesi ndlela, ukunakwa okuningi ikhokhelwa postpokupochnomu ukuziphatha, ngaphakathi okuyinto sekudingeka ukuba kubunjwe umthengi angaba nomuzwa wokwaneliseka. Injongo wokuxhumana ukwethembeka umthengi umkhiqizo noma umkhiqizo. Abakhangisi baqonde ukuthi izimo emakethe ukugcwaliswa kanye ekuncintisaneni okushubile kuba eshibhile ukugcina amakhasimende ubudala kuka ukuheha entsha.

umqondo International

Ekupheleni ukumaketha kwekhulu lama-20 iqala nokuguquguquka ngokushesha, futhi kukhona imiqondo ezimbalwa ngokuvamile embondelene in imodeli ukuxhumana, kodwa kukhona izici eziphawuleka. Ngakho, lo kwembulunga yonke ka ezimakethe kuholela yokuthi kukhona ukumaketha imiqondo eyenzelwe nokubambisana zamasiko kanye cross-kazwelonke. Ukusungula ubudlelwano nabantu abanamasiko nobuzwe kudinga indlela ekhethekile. Ochwepheshe ukukhomba anjalo imiqondo ngamazwe imisebenzi marketing, njengoba umqondo wokwandisa emakethe yasekhaya, umqondo umqondo multi-yobuhlanga wemakethe yangaphakathi futhi ezimakethe zomhlaba. Esimweni ngasinye, umgomo manje ukuthuthukisa izimakethe ezintsha. Kulokhu, marketer kudingeka ukwakha esimweni sangaphakathi nangaphandle ukuxhumana eqondene.

Umqondo ezintsha

Ngasekupheleni kwekhulu lama-20, inqubo ukuvela imiqondo niche nokumaketha. Omunye amaphethini kunazo yesiteleka okukhethwa kukho ezintsha ukuthi lihlotshaniswa ukukhuthazwa zobuchwepheshe, imikhiqizo eziphambili. Kanjani futhi nini umqondo umkhiqizo marketing, lolu hlobo kusekelwe yokuthi umthengi inikeza umkhiqizo othuthukisiwe. Nokho, ngenxa yokuthi imvelo Imininingwane ushintsha ngokushesha okukhulu namuhla, abakhangisi ukuthuthukisa imikhiqizo digital futhi ezintsha, usebenzisa izindlela ezintsha: amathuluzi Inthanethi, ukuxhumana okuhlangene, zokuxhumana. Izakhi axhunyiwe umqondo organically ezintsha imodeli oyisiko lezimpahla, futhi ubuhlobo nokumaketha. Inhloso yokumaketha hhayi kuphela ukuze sikhuthaze umthengi ukuthenga izimpahla, kodwa futhi imfundo yakhe. Ngaphambi ukuwudayisa, isibonelo, i-Igajethi ezintsha, kumele udale ke izinga elithile zamakhono.

umqondo ukumodeliswa

Ekupheleni emhlabeni global kwekhulu lama-20 liye langena womnotho omusha, okuyinto sihlotshaniswa ukuthuthukiswa omkhulu ubuchwepheshe digital. Ngoba wonke umuntu squall kolwazi kanye bukhicite izindlela okuvikela sindisa. Lokhu kuholela yokuthi eziningi izikhangiso yendabuko ayisasebenzi. Ngokwesibonelo, kukhona kakade sonke isizukulwane abantu abangafuni ukubukela i-TV, ngokucijile encishisiwe ezithamelini wabezindaba. Ngaphezu kwalokho, impahla ukumaketha saturation eliphakeme kuholela yokuthi umuntu uqala nobunzima kukhethwa. Man ngokwemvelo Awukwazi ukwenza ukukhetha phakathi amayunithi 10-120 ithengiswe, futhi kunciphisa inani izindlela kuzinto 3-5. Lugxile amagugu abo, izinganekwane kanye eyeqisayo ukuthi ngokungazi elawula ukuziphatha kwabathengi. Bese kuba khona inkinga ukuthi ukumaketha imiqondo ubudala musa okufinyelela imigomo efiselekayo. Futhi abakhangisi ukukhiqiza into entsha, owawuthi umuntu kugxilisa umqondo ukubaluleka yiziphi izimpahla, wadala izinganekwane kwezimpahla, umthengi ubumbe iphethini ethile yokuziphatha, okuyinto umenza ukuthengwa kwezimpahla. Izibonelo zalokhu "isingeniso" kuya equlekile ezidayiswayo eziningi. Isibonelo esivelele brand "Apple", okuyinto kwakha izinganekwane, nemibono yayo, futhi namuhla kukhona lonke ukwakheka abantu abaqinisekayo ukuthi imikhiqizo kuphela lokhu brand engcono okukhethekile.

Marketing ImiQondo Strategies

Marketing njalo elihlobene ne ekuhleleni imisebenti ikusasa ibhizinisi. Le nkampani, ukuba icabangisise ukuthuthukiswa wabo wesikhathi esizayo, has umqondo yayo marketing isu. Ngokuvamile, lezi onobuhle ethile zihlanganisa izakhi imifanekiso eziningana zomphakathi, eziphathelene nokuziphatha, ukuxhumana, emisha, umkhiqizo kanye nokumaketha. Inani oyinhloko ukuba khona imiqondo kwemakethi ikhono ukuzisebenzisa ukuthuthukisa isu yabo. Konke umqondo yesimanje of imisebenzi marketing zisekelwe ukuxhumana eziyinkimbinkimbi. Futhi namhlanje kunzima ukuthola umuntu owakha is azenziwanga ukuxubana abezindaba kuyaqhubeka yabo. Ngakho-ke, kuba zamagama avumelanayo imiqondo eziningana futhi izingxenye ivumela nomkhiqizi ngamunye ukuze uthole yabo ngendlela empumelelweni.