Concept yokumaketha Modern

Marketing sisixhobo esibalulekileyo ekumiseleni unxibelelwano phakathi umlimi kunye umthengi. Ekuphuhliseni ulwazi lwengqiqo nokuthengisa likuvumela ukuba wenze izinto ngeendlela ezahlukeneyo ukufezekisa iinjongo zoshishino ezibalulekileyo lweshishini. Kukho ezinye nezimaphambili ezingundoqo ngokusekelwe apho zekhampani nganye isigqibo nolawulo lweemfuno. Lokuqala ingqiqo urhwebo lorhwebo nolawulo yavela emva kweminyaka engaphezu kwe-100 eyadlulayo, kodwa kwezinye iimeko iye nangoku andilahlekwanga ukufaneleka kwayo. Thina ukuchaza nezimaphambili ezingundoqo lorhwebo mihla kunye ezichaphazela yayo.

Ingcamango lezentengiso

Ngenkulungwane ye-19 emva kwexesha ngenxa yokukhula mveliso kunye nokhuphiswano kwiimarike impahla yabathengi kukho zinto zifuneka kuqala ukuze kwakhiwe lorhwebo. Ngenkulungwane yama-20, oko limi njenge inzululwazi ezizimeleyo izenzo zolawulo-nxaxheba kwimarike ukuze kwandiswe inzuzo. Kamva Marketing bucaciswe njenge iseti amanyathelo nobudlelwane nabavelisi kunye nabathengi. Injongo kwentengiso ingqalelo imfuneko ukuhlangabezana neemfuno kwabathengi kunye nenzuzo. Kwiminyaka engama-30 baqale iziqalelo zokuqala theoretical component nenzululwazi entsha. Iveliswe yi izibonelelo jikelele nolawulo lwemfuno kunye nezimaphambili ezingundoqo zorhwebo ezisakhulayo. Marketing ayikho ithiyori ndomisa, isoloko ihlala imisebenzi practical ngakumbi.

Kule ndlela jikelele ukuthengisa kuthathwa ukuba uhlobo olulodwa zezinto ezenziwa luluntu, leyo ijolise ukufunda yaye ukuhlangabezana neemfuno zabantu. Noko ke, injongo yayo ephambili ukulawula okufunwa ziimalike ukwandisa ingeniso lwequmrhu. Marketing, ke ngoko, uba ngomnye weyona misebenzi ibaluleke gqitha yolawulo.

Umongo ingqiqo ngokupapasha

Oosomashishini sihlala sifuna inkqubo entsha, ngokupheleleyo amanyathelo eya kunceda ukwandisa inzuzo yeshishini. Of ezi mfuno ukwanda intengiso kunye ingqiqo yayo. Philip Kotler, omnye nkolelo yehlabathi yokuqala lorhwebo, uthi le ngcamango ulawulo marketing indlela entsha yokwenza ushishino. ingqiqo sentengiso ukuphendula kumba ngokweqhinga ibalulekileyo, nto leyo iyindlela eyinhloko kunye nethuba lokuba abangenakubanyusa. Impendulo yalo mbuzo ebalulekileyo eyona yale meko. Kulo mzekelo, ingqiqo lorhwebo - oku hayi ezinye uhlobo kwiingcingane kunye nesisombululo yolawulo isicelo eliphezulu.

Iinjongo imiqondo nokuthengisa

Umenzi kweempahla wanyanzela iimeko ezikhoyo ngokusisigxina ukuba bacinge malunga nendlela athengise ngayo. Namhlanje phantse Iimarike engenanto nasekhohlo kuwo, ukuze bonke kufuneka bejongene okhuphisana uze ukhangele iindlela ezaziza kunceda ukuthengisa kuqinise. Ngokusekelwe kule, eyona njongo iphambili yeli binzana nokuthengisa eli - amagama wemisebenzi ekufuneka iqwalaselwe ukuze kufikelelwe izalathi ezinqwenelekayo. Ingcamango ukuthengisa ivumela iinkampani ukunyenyisa ukuba iimeko ukutshintsha kwimarike, ukunceda ukulawula imfuno kwaye sisixhobo kubalulekile ukuba isicwangciso-qhinga.

ingqikelelo lorhwebo nolawulo

Marketing - le yenye amacandelo kulawulo, umphathi kufuneka aqonde ukuba lowo uvelisa imveliso nendlela ekufuneka iphakanyiswe kumthengi. ingqiqo Ukuthengiswa yombutho ziyinxalenye yesicwangciso-qhinga. Kuzo zonke izigaba ulawulo nokuphatha ukucwangcisa imisebenzi umbutho okanye isebe kwi esizayo esikude, kuba le nto kudingeka ukuba uqonde apho ukuya. A ingqiqo nokubhengeza ulawulo kanye impendulo yalo mbuzo. Nangona kunjalo, akukho iresipi, kwimeko nganye, umphathi kufuneka ukuhlalutya imeko lemarike nokudala nentsingiselo lakhe le mbono ngokubanzi. Ngoko ke, umsebenzi wolawulo lwezentengiso - yinkqubo entsonkothileyo obandakanya uhlalutyo, ubugcisa kunye namacandelo qhinga.

Evolution of concepts nokuthengisa

amagama yokuqala zentengiso ziyaqala imilo ngemihla kwangoko lorhwebo. Yaba yokwemvelo yokusabela kwimeko nemakethe. Isicatshulwa kunye nokusungulwa kwayo ingqiqo kwenzeka sele emva Eneneni, emva kokuba abavelisi baye baqala ukusebenzisa le modeli. Eneneni uphuhliso lwengqiqo nokuthengisa i njengenxalenye yomsebenzi yolawulo iza kamva. Abaphandi qaphela ukuba zazivelela kwezi ngongoma lorhwebo ezinambuzelayo lomzila ku neenjongo kunye neemfuno umlimi iimfuno zale nkonzo. Yaye Iimarike kuphuhliswa ngakumbi, izinto ezininzi anzongonzongo-phantsi kwaye ingakumbi abathengi zithathelwa ingqalelo xa uceba ukuthengisa. Le peculiarity le ngendaleko kweekhonsepthi zorhwebo kukuba xa iindlela ezintsha, endala bangalahlekelwa nokusebenza kwabo. Kusenokwenzeka ukuba ayisasebenzi kwaye musa kuzo zonke iimeko. iingqiqo ezintsha akukho "bulala 'endala, nje ukuba kwiindawo ezininzi zemveliso baba nemveliso ngakumbi, le" basandul', kodwa ke imifuziselo endala basazama ukusebenza kwaye lusetyenziswe kwezinye iimarike.

concept production

Ingcinga yokumaketha yokuqala kwavela ithuba lokukhula esebenzayo zemveliso kwi-US kunye Europe ngenkulungwane ye-19 emva kwexesha. Ngeli xesha, abathengisi alawula emarikeni, amandla nokuthengwa yabantu yaba kakhulu phezulu, kwaye imfuno kwiimarike ezininzi kwagqithiswa ubonelelo. Ke akukho Uhlalutyo ngakumbi ingqikelelo lorhwebo kunye nazo zonke iinjongo ukuzithengisa sele bagxila iimveliso. Wemidla kunye neemfuno umsebenzisi alisayi kuwathathela ngqalelo, kwakukho imbono ukuba imveliso elungileyo baya kusoloko nomthengi. Kuye ngokubanzi kukholelwa ukuba ungathenga naliphi na inani impahla. Ngoko ke, lo mthombo womvuzo wabona ukwanda imithamo imveliso. Umzabalazo ephambili okhuphisana walala entsimini ngexabiso. Oosomashishini bafuna ukuphucula imveliso, ukwandisa umthamo kunye nokunciphisa iindleko. Yaba ngeli xesha kukho umnqweno esizisebenzelayo imveliso, kukho umbutho lwenzululwazi umsebenzi, ngenkuthalo sifuna izinto ekrwada enganeno. Ngeli xesha, inkampani yaba kakhulukwiyantlukwano obuthathaka, zigxile izibonelelo zawo phezu kukhululwe impahla. Ingcamango yokuba kuphuculwe imveliso kunye esebenzayo namhlanje kwiimarike apho imfuno lidlula ubonelelo, ingakumbi kukhululwe imveliso entsha, nto leyo okhuphisana.

concept Trading

Kwisiqingatha sokuqala senkulungwane yama-20, imakethi ngcembe okroqiweyo ndizityebisile, kodwa imfuno nangoku lusiwisa unikezelo. Oku kukhokelela kukuba kukho yimveliso concept neentengiso. Ngelo xesha, imveliso beziphantse lugqibelele, ukwandisa imveliso, kwaye akusayi kubakho ngcamango kuyimfuneko ukuphucula imveliso. Umboleki akafuni nayiphi na imveliso, iqala ukwenza isikhalazo umgangatho walo, ngoko umsebenzi lomenzi - ukuphucula imveliso kunye neempawu zayo nokupakishwa, kwakunye xelela umthengi. Kukho imfuneko yentengiso njengesixhobo lwezaziso kwabathengi malunga ezintsha, kwaye ingakumbi umgangatho iimpahla. Ngelo xesha, ingcamango okukhoyo ukuba umboleki ukulungele ukuba bathenge imveliso elungileyo ngexabiso elifanelekileyo. Ngoko ke, ububanzi ukhuphiswano kumaxabiso kuxhaphaka lihamba kwi moya lepropati lomlinganiselo imveliso. Le mbono nga tirhisiwaka namhlanje kwaye ezo iimarike apho imfuno kuzinze kalukhuni, ndoxelelwa ngubani na imfuno, xa kukho amandla yokuthenga ezaneleyo labemi, leyo ukulungele ukukhetha imveliso esemgangathweni. Le mbono sithabathela ingqalelo izinto ezibalulekileyo nomgangatho kweempahla kunye nomgaqo-mveliso.

Ingcamango imizamo yorhwebo

Ekupheleni kwale 30 apho kukulungelelanisa iinjongo imfuno kunye nonikezelo phantse zonke iimarike yabathengi. Kukho imfuneko yokuba enze nawuphi na umgudu okhethekileyo ukutsala nomthengi. Ngeli xesha wambumba kwimarike umthengisi kunye nomthengi. Ngeli xesha, imfuno uza zibonakala umba ukwanda ngengeniso yenkampani. Ubonelela kunye imveliso iye yangcono kangangoko kunokwenzeka, kodwa zonke iimpahla ayikwazi ukuba ithengiswe okanye ithengiswe olucothayo kakhulu. Ngoko ke, ingqiqo intengiso yenkampani kufuneka lujoliswe ekuphuculeni inkqubo yokuthengisa. Ngeli xesha, kukho ngezimvo ekuvuseleleni imfuno kunye nendima ekhethekileyo iingongoma yentengiso kunye nabathengisi. Ngeli xesha, kwasekwa ethengiswayo, njengoko imisebenzi ethile ekuthengisweni incentives umthengi ukuba athenge ngayo kwakunye neevenkile. Abavelisi niqalise ukuqonda ukuba iimpahla ayikwazi ngokukhawuleza ithengiswe ngaphandle iindleko zentengiso. Ngelo xesha, ukuba iqala ukuyilwa imarike ngeenkonzo zentengiso. Oosomashishini babe wento engekhoyo wokuba ngoncedo intengiso elungileyo athengise. Ngeli xesha, kukho sphere ecacileyo loo msebenzi njengoko ukulungiselela abathengisi, ukuthengisa uqalisa ukuqulunqa umbono. Kakade ke, lo ingqiqo kukuqinisa iinzame zorhwebo lingaphunyezwa namhlanje kwiimarike apho umsebenzisi ucinga ngokuthenga le mveliso, kodwa indlela ukuthenga. Injongo yale mbono - uphuhliso kuthungelwano kwentengiso, ukuphuculwa kwezixhobo zeentengiso.

ingqiqo Self-ukuthengisa

Kule 50 kwinkulungwane yama-20 zonke kwiimarike ezinkulu bazala nempahla, kwaye ixesha xa unikezelo lidlula nemfuno. Kulo mbono, ingqalelo enkulu ihlawulwa yabathengi kunye neemfuno zakhe. Umenzi Akafuni ukuthengisa into yokuba wakwazi ukuvelisa kwaye ucinge ukuba umthengi ufuna ukuqala yaye oko ukuvelisa. Ngokuphathelele ne ingqiqo lokwazisa le nkampani ijongene utshintsho olubalulekileyo. Nabathengisi kufuneka bahlawule imali eninzi kwezibonelelo kwi ukufunda yokuziphatha abathengi. Kufuneka bazi ukuba yintoni na ixabiso, iimfuno kunye neminqweno umxhasi, yintoni na indlela yalo yokuphila, apho balangazelela. Kwaye zisekelwe kule umrhwebi lwazi ngokuqulunqa uhlelo kumthengi. Kubalulekile ukuphawula ukuba kulo mzekelo zonke iindlela zakudala agcinwe: impahla kufuneka ezisemgangathweni ophezulu, imveliso - eyona isebenzayo zentengiso kufuneka sikhuthaze umthengi ukuba bathenge impahla. Ngeli xesha, ixesha lokuqala ekuqaleni ukuya kuvela ingcamango umxube urhwebo, nolwenzelwa onke amanqanaba lweshishini. Kule akhulelwe, kukho injongo nokuthengisa enyulu - ukuhlangabezana neemfuno zabathengi, yaye oku amathuba nzuzo esekelwe. A ingqiqo jikelele kwaphawula Ukuguqulwa ukuthengisa kumthengi, ngoku kuzo zonke iimarike umlinganiswa ophambili - nkonzo kwaye umlimi kuba yenza ubuninzi ukuze enokukhokelela ukuthenga. ngabathengi bethanda ukuba bathenge imveliso leyo kakhulu kufanele iimfuno zakhe. Ngoko ke, lo imveliso kufuneka kunxibelelana ngqo iimfuno zalo. Umthengi ukulungele kuhlawulela ngezavenge, kodwa ukufumana kanye into ayifunayo.

concept lweNtlalo kunye neenqobo

Ekupheleni kwale 70s ixesha yokusebenzisa olunzulu kunye nemveliso iye yakhokelela ekubeni ubuncwane bomhlaba waqalisa banyamalalala. Liphuma intshukumo loluntu namandla ukukhusela okusingqongileyo kunye kukutya kakhulu. Nesigama esitsha kwintengiso ngoyaba ezi tshintsho. Ingcamango lokumaketha yezentlalo neenqobo ezisesikweni, nto leyo kakhulu efanelekileyo namhlanje. Le nto ifuna ukuba balancing complex imigaqo emithathu: iimfuno zoluntu, iimfuno kunye neemfuno umthengi namashishini inzuzo usomashishini osakhasayo. Ngaphakathi kolu lwakhelo, indima ekhethekileyo esibhedlele ukuba izimvo zoluntu, umfanekiso benkampani, ukuyilwa apho ngusomashishini kufuneka sisebenzise ezinye izibonelelo. indawo Ukwanda kunye Ukwanda babalawuli yemarike aqalile baqonde ukuba ukukhula koqoqosho ongapheliyo kukhokelela umonakalo omkhulu engqongileyo, kwaye ufuna umenzi waqinisekisa ukuba ayeke DPS indalo. Oku kufuna maxesha lwamashishini zemveliso, ukuqaliswa uluhlu yeemveliso ezintsha ezihlangabezana iimvavanyo yendalo esingqongileyo kunye nokhuseleko. Injongo yale umenzi kule mbono, intshayelelo kwemigangatho yemveliso entsha nenkolelo lomthengi xa ngokhuseleko imveliso yawo. Kwakhona, kukho umsebenzi onjalo intengiso, njengoko imfundo yabathengi, uqeqesho imilinganiselo yakhe elitsha lokuphila.

concept intsebenziswano

Kwisiqingatha sesibini senkulungwane yama-20, lezentengiso niqalise ukuqonda ukuba kuyimfuneko nje kuphela ingqalelo iimfuno zale nkonzo, kodwa kwakhona ukubandakanya kuye ubuhlobo. Abasebenzisi babeqhele ukuya ubudlelwane esisemgangathweni, iimeko ezithile yaye musa kubangela iimvakalelo. Ngoko ke, ukuba umahluko ukusuka ukhuphiswano kufuneka yenze unxulumano kunye nabasebenzisi ngabanye. Ukudibana ne-inkampani ukwenza umthengi uqhagamshelo ngokweemvakalelo, siqaqambisa umvelisi iqela nabanye abafana naye. Onke amagama zorhwebo elidlulileyo sikhokelwe ekuqiqeni sizathu, kunye nale modeli sijoliswe imvakalelo. Kulo mbono, indima ebalulekileyo iyakhutshwa Communications, umenzi ibeka ngamnye, ulwalamano trust ngokuzifaka ngumthengi ngexesha intsebenziswano. iingqiqo ezintsha uqhakamshelwano olumakethayo, hayi nje kuphela ukuba izisombululo ezintsonkothileyo, kwaye zisekelwe phezu ngeempawu akhawunti ngamnye umthengi lowo. kukho into enjalo kule ingqiqo njengokuba umjikelo wobomi ulwalamano umthengi. Ame amanyathelo 3 umdla kwimveliso, ekuthegeni kunye. Kule ndlela, ingqalelo kakhulu lihlawulwe yokuziphatha postpokupochnomu, apho kuyimfuneko ukwenza umthengi nemvo ulwaneliseko. Injongo lonxibelelwano kukuba ukuba umthengi ukunyaniseka imveliso okanye uhlobo. Nabathengisi baqonde ukuba iimeko Ukwanda zeemarike kunye ukhuphiswano uba axabisa ukugcina abathengi ezindala ngaphezu ukutsala entsha.

umqondo International

Ekupheleni urhwebo kwinkulungwane yama-20 iqala ukuba bathungelane ngokukhawuleza, kwaye kukho izinto ezimbalwa ukuba zifunjwe ngokubanzi imodeli intsebenziswano, kodwa kukho iimpawu ezibalulekileyo. Ngoko ke, jikelele korhwebo kukhokelela yokuba kukho amagama zorhwebo eyenzelwe ngentsebenziswano cross-zenkcubeko cross-yesizwe. Ukumisela ubudlelwane nabantu beentlanga ezahlukeneyo kunye nobuzwe kufuna indlela ekhethekileyo. Iingcali bachonga amagama ezinjalo ngamazwe lwemisebenzi yoshishino, njengoko ingqiqo okwandisa kurhwebo lwasekhaya, isigama ingcamango multi-nobuhlanga kwimarike lwangaphakathi kunye kwiimalike zehlabathi. Kwimeko nganye, le njongo ngoku ukuphuhlisa iimarike ezintsha. Kulo mzekelo, i marketer kufuneka ukwakha bume zangaphakathi nangaphandle zonxibelelwano-ngqo.

Ingcamango ezintsha

Kwinkulungwane yama-20 emva kwexesha, inkqubo ukuvela iingqiqo zokuthengisa niche. Enye iipateni ezininzi okuphawuleka ukhetho ezintsha ehambisana kunye nokukhuthazwa ophezulu-zobugcisa, iimveliso eziphambili. Njani kwaye nini imveliso ingqiqo intengiso, le iintlobo isekelwe kwinto yokuba umboleki unike oluphuculiweyo imveliso. Noko ke, ngenxa yokuba bume lolwazi litshintsha ngokukhawuleza namhlanje, lezentengiso Kukukhuthaza ngokungaqhelekanga iimveliso digital ezintsha, kusetyenziswa iindlela ezintsha: izixhobo Internet, unxibelelwano ezihlangeneyo, yokuncokola. Iziqalelo oxhulumene ingqiqo ngokulungelelanisiweyo ezintsha imodeli emveli yorhwebo, kunye nokuthengisa ulwalamano. Injongo marketing nje kuphela ukuvuselela umthengi ukuba kuthengwe iimpahla, kodwa nemfundo yakhe. Phambi kokuba wathengisa ngayo, umzekelo, i-igajethi ezintsha, kufuneka ukuba kube kwinqanaba elithile lobuchule.

concept kwasetyen-

Ekupheleni yehlabathi jikelele kwinkulungwane yama-20 iye ingene uqoqosho entsha, nto leyo ehambisana kunye nophuhliso omkhulu lobuxhakaxhaka digital. Kuba wonke umntu uqhwithela kolwazi kwaye livelise iindlela zokuzikhusela nxamnye overload. Oku kukhokelela ekubeni uninzi iintengiso yesintu ayisasebenzi. Umzekelo sizukulwana sonke abantu musa ukubukela TV, kukho sele, kabukhali kunciphise abaphulaphuli ayisashicilelwa eendaba. Ukongeza, zorhwebo nokuthengisa Ukwanda liphezulu kukhokelela ukuba umntu uqalisa befumana ubunzima kunye ukhetho. Man ngokwemvelo akakwazi ukwenza ukhetho phakathi iiyunithi 10-120 zithengiswe, yaye lunciphisa inani kwezinye izinto 3-5. Lugxininisa kumaxabiso zabo, iintsomi neemposiso ukuba engaqondanga elawula indlela yokuziphatha kwabathengi. Kwaye ke kukho ingxaki yokuba ezi ngongoma endala kwintengiso musa ukuphumeza iinjongo ezinqwenelekayo. Kunye nabathengisi avelise imodeli entsha, ngokoko athe umntu limenza ingcamango yexabiso naziphi na iimpahla, wadala neentsomi kwempahla, umthengi liseke indlela ethile yokuziphatha, nto leyo ekhokelela ukuba ukuthengwa kwempahla. Imizekelo yalo "intshayelelo" ukuze abazi iqashiso iimpahla yabathengi. Umzekelo obalaseleyo lophawu "Apple", nto leyo idala neentsomi, nemibono yayo, yaye namhlanje kukho ukusekwa lonke abantu bakholelwa ukuba iimveliso kuphela kule brand zezona zibhetele kuphela.

Concepts Marketing and Strategies

Marketing isoloko ezinxulumene nocwangciso lwemisebenzi elizayo lweshishini. Le nkampani, ukucinga nzulu uphuhliso lwabo elizayo, iye ingqiqo yalo qhinga sentengiso. Ngokuqhelekileyo, le mifuziselo ethile ziquka izinto iimodeli ezininzi zentlalo kunye neenqobo ezisesikweni, intsebenziswano, izinto ezintsha, imveliso kunye nokuthengisa. Eyona Ixabiso ubukho kweekhonsepthi nokupapasha ubuchule bokusebenzisa ukuba ukuphuhlisa isicwangciso sabo. Zonke kombono mihla lwemisebenzi yoshishino isekelwe unxibelelwano ezintsonkothileyo. Kwaye namhlanje kunzima ukufumana owakha ayisetyenziswanga umxube abezindaba inkqubela yazo. Ngoko ke, oko Yindibanisela evumelanayo iingqiqo eziliqela kunye namacandelo ikuvumela umenzi ngamnye ukufumana indlela eya empumelelweni.