Umxube Marketing - kuba ... Ithiyori yentengiso, iindlela walkways

umxube Marketing - iseti ezizodwa izixhobo evumela lezentengiso ukuze kuphunyezwe injongo engundoqo: ukwanelisa iimfuno zabathengi kunye ukwandisa yokuthengisa. Ukusebenzisa ezi zixhobo, imfuno usenziwa naxa ilawula indlela yokuziphatha umboleki.

Ingcinga nokuthengisa iinjongo

ngokupapasha ingqiqo livela kwisiqingatha sesibini kwenkulungwane ye-19, xa, ephendula hormone kukho imfuneko ukufumana izixhobo ezitsha spurring ukuthengiswa kweemveliso. Ingcamango entsha ichazwa njenge umsebenzi ethile ejoliswe ekwandiseni ngengeniso yenkampani. Namhlanje, kukho iwaka ubuncinane iinkcazelo ezahlukeneyo. Ngokubanzi, phantsi marketing inkqubo ejoliswe isifundo imarike kwaye ukuyilwa isangqa labathengi impahla.

Eyona njongo iphambili ye nokuthengisa - kukuba ukuhlangabezana neemfuno zabasebenzisi. Ngenxa yesi sifundo emarikeni, imveliso eyenzelwe ujongwa iindleko zalo kunye nokukhuthazwa okucwangcisiweyo. Marketing ifuna ukuseka unxibelelwano olululo phakathi komvelisi kunye umthengi kwempahla ukuze kwandiswe ukusetyenziswa. Ukongeza, ukuba ijongene ekujoliswe ubunzulu yokufunda imeko lemarike uze bafunde iimfuno kunye neempawu zalo komthengi. Ijolise ukwandisa ngokwanelisa umthengi kwempahla, ukuba ziziswe ukuba ukuphinda-ukuthenga. Ukuphucula umgangatho wobomi zabasebenzisi, nokwandisa iindidi imveliso ukuhlangabezana kakuhle neemfuno zabemi - kukwayinto umsebenzi wokuthengisa. Ngokusekelwe kwezi njongo ichazwe imisebenzi yentengiso: urhwebo, analytical, ukuveliswa kokutya, unxibelelwano, ulawulo kunye nokubeka iliso.

Imfundiso umxube zokumaketha

Ngowe-1953, urhwebo US yaqala wasebenzisa igama elithi "umxube lokwazisa", owayengamazi Neil Borden iseti elikhethekileyo izixhobo ukuba kufikelelwe kwiziphumo zorhwebo ezinqwenelekayo. Kamva McCarthy wacacisa ingqiqo yaye liphuhlise ingqikelelo 4Ps Marketing , nto leyo eye laziwa ingcamango "umxube lorhwebo". Wawuhlanganisa izinto ezifana nemveliso, ixabiso, indawo, ukukhuthazwa. Ufumanise ukuba izinto ezine ezisisiseko, ngaphandle apho akunakwenzeka ukuba alungiselele imisebenzi zokuthengisa lweshishini, kukho nawaphi na uhlobo imveliso kwaye jikelele.

Ngokubanzi, umxube nokuthengisa - imiceli amanyathelo kunye nezixhobo ezivumela inkampani lokuphembelela kwemfuno yeempahla kunye neenkonzo neemveliso.

imveliso

Into yokuqala imveliso yentengiso-umxube (okanye imveliso). Le isiqalo lwemisebenzi yoshishino, yaye ngaphantsi oko kuthetha into ethile okanye inkonzo ukuba unalo ixabiso elithile le nkonzo. Le mveliso isekhona kukwinqanam kuyilo le kuyimfuneko ukubeka iimpawu kunye neempawu eziya kuba imfuno phakathi kwabathengi. Kuba ukuqaliswa ngempumelelo kwe marketer ufuna ukuqonda kakuhle imveliso, leyo yena uyakwazi ukuhlangabezana nemfuno, yintoni iingenelo kunye nobuthathaka kwimveliso. Kufuneka kwakhona sichaza oko imveliso Uphuculo ukwandisa inani layo apho kugquma yena anganyanzelisa. Ukwandisa yokuthengisa kufuneka anyamekele diphu kwempahla, isibheno balo informativeness ye kokubhaliswa kophawu umisela ukuchongwa ngokukhawuleza imveliso ngumboleki. Ukuze kwakhiwe ukunyaniseka umboleki imveliso bekuya kuba mnandi ukunika iziqinisekiso kunye ngeenkonzo ezongezelelweyo ukuya client.

inani

Intengiso sisintsokotho ibandakanya isicwangciso ngexabiso. Eli linyathelo elibalulekileyo kakhulu ochaphazela ukuphumelela nokungaphumeleli imveliso kwi emarikeni. Ixabiso akufuneki sibe sezantsi kakhulu okanye ngokungafanelekanga zabaxwa, ekubeni uyakwazi uzokoyikisa kubathengi. Nangona ubulula ebonakala ukukhuliswa ngeniso ngokuncama yeendleko eziphezulu, kufuneka ulumke kakhulu ukuba ucwangcise igama eliphezulu okanye ngexabiso eliphantsi, ekubeni umfanekiso namandla imveliso kunye nomakhi factor. Ixabiso kufuneka abe kukhuphiswano, amandla yokuthenga olwaneleyo kwabathengi kunye nesicwangciso ekhethiweyo. Price inokuba sisixhobo ukukhuthaza izicwangciso ezifana umthondo emarikeni okanye "cream ukuskima". Ejonge ixabiso lemveliso, kufuneka inike iinketho ezininzi ezahlukeneyo lamajelo ukwabiwa, ithuba lokuvunywa nezaphulelo.

Kwindawo yentengiso

Ukukhetha indawo ukuhanjiswa kwempahla - into ebalulekileyo zoshishino yentengiso-umxube. Le ukhetho kwenzeka ngenxa yokuba uhlalutyo ngokucokisekileyo yokuziphatha komthengi. Kuyimfuneko ebudeni isifundo ukuchonga iindawo apho kuya kuba kakhulu lula ukuba umsebenzisi ukwenza ukuthenga. intengiso umbutho, kwakunye nezinye iindlela walkways, kufuneka yahlaba umntu ukuba athenge. Inkqubo zokuthenga i-mveliso kufuneka kakhulu lula kwaye fast, umsebenzisi bahlawule imali eninzi umgudu ukuze kokuba uthenge. Ekuphuhliseni iqhinga lokuthengisa, ukuchonga coverage lwemarike kunye namajelo nokwabiwa. Kwakhona yinxalenye ebalulekileyo lombutho yokuthengisa inkqubo yempahla ethengiswayo (lweentengiso iindawo zentengiso, kuquka umboniso kwempahla, emoyeni kunye usihla evenkileni).

ukukhuthazwa

umxube Marketing - lo nto kakhulu liphathelene nokukhuthaza. Eneneni, ukukhuthazwa yinxalenye ebalulekileyo umxube sentengiso. isakhiwo yayo wesiNtu ukwahlula amaqela ezine izixhobo: zentengiso, iindlela walkways, PR, intengiso ngqo. Ezi mali zisetyenziswa ukuhlanganiswa, zokusombulula iinjongo zexesha elide kunye elifutshane. Intengiso kunye nokukhuthazwa intengiso zikholisa ukunika iziphumo ekhawulezayo, PR i iteknoloji-kwinqanaba elisezantsi kwaye kwenza impembelelo imisiwe. ngendlela entsonkothileyo yokupasa yaqaphela ngohlobo kwinkampani qhinga eendaba. Kuba B2B kunye B2C iimarike, kusetyenziswa izixhobo ezahlukeneyo.

Izixhobo nokuthengisa

umxube Marketing - sisicwangciso samanyathelo, lo msebenzi zijikwe okanye udaba ezingeyomfuneko. isiqalelo ngasinye zakhiwo kufuna imisebenzi ebumbene ngabom zentengiso. izixhobo ezingundoqo kwintengiso kwenza le nkqubo zorhwebo, amaxabiso, imveliso kunye nonxibelelwano lweshishini. Ukongeza umxube nokuthengisa kukho ngcamango yokuba media umxube - a oluntsonkothileyo njengendlela yokukhuthaza imveliso kwindawo lolwazi. Oku kuquka nentengiso ngqo kumajelo eendaba (unomathotholo, umabonakude, njalo-njalo), ukuthengisa siganeko, nokwenyusa ezahlukeneyo, iintengiso kwi-Internet.