Kodwa umbuzo obalulekileyo ukusuka kumbono ochanekileyo nophando olupheleleyo. Ukuba umphandi weemarike akwazi ukuba uphando uphumelelani, akunakwenzeka ukuba uqiniseke ngezigqibo ezenziwe ngophando.
Uphando lwentengiso lusekelwe ekutshekweni okunzulu kweencwadi.
Ucwaningo lwesibini kukuqokelela kunye nokuhlalutya kwedatha eqokelelwe ngaphambili ukwenzela injongo ngaphandle kwesizathu sangoku sophando. Ngaloo ndlela, uphando olusesekondari alufani nophando olusisigxina semakethi , oluqokelelwa ngokuthe ngqo nolwazi oluvela kubantu ngabanye ukuze uphendule umbuzo othile uphando olutsha.
Uphando lweemarike zesekondari lunokukunceda ukugcina izibonelelo zenkampani kuba iindleko zokuyila nokuphumeza uphando olwenziweyo luyenziwe kakade. Uphando lwemarike yesibini luvame ukucatshulwa ngokwemigangatho emibini: Ulwazi oluvela kwimithombo yangaphakathi (egcinwe yinkampani ethile okanye i-arhente) kunye nolwazi oluvela kwimithombo yangaphandle (egcinwe ngaphandle kweshishini, ishishini okanye i-arhente ethile).
Uphando lweMarike yesiSeko kwiMithombo yangaphakathi
Idatha yesiSekondari ingakwazi "ukufihla ngokubonakalayo" njengoko ingafumaneka kwiingxelo zenkampani ekhoyo, kwizifundo ezaziqhutywe ngaphambili yenkampani, okanye ngendlela yokuphendula ngqo evela kwabathintekayo, njengabathengi, abathengisi, abasebenzi beentengiso, kunye nabasebenzi basekudala abanememori yenkampani.
Uphando lweMarike yesiSeko kwiMithombo yangaphandle
Uninzi lwesekondari luvela kwizibonelelo ezifunyenwe ngaphaya kweendawo, ezifana nokushicilela okuthandwayo, amajelo eendaba, kunye neenkomfa, iingxelo zorhwebo ezivela kwimibutho yophando yangasese, urhulumente kunye nokuphanda, kunye nophando olushicilelwe yimibutho yezorhwebo ejolise kwiimeko shishini.
Umngeni wokusebenzisa uphando lwentengiso yesibini ngelixa ilwazi lingafumaneka, lingahle lungekho kwifom umcwaningi wemakethe okanye umxhasi. Ukwaziswa kweenkcukacha kunye nedatha kunye nemithombo engafaniyo kunokukhokelela ekuchazeni ngokuthe ngqo okanye ngezigqibo ezingalunganga malunga nokufunyaniswa kunye nokufunyanwa kwezinto ezifunyenweyo.
Xa lolu hlobo lokungabaza lukhona, uphando olungcono kunye noluthembekileyo lwemarike lunokufezekiswa ngokusetyenziswa kophando lokuqala lwemarike. Ukwahlukana phakathi kophando lokuqala kunye nesekondari lushwankathelwe ngezantsi:
Uphando lweeNkqutyana
- Kungabi neendleko zokuqhuba
- Udala idatha entsha
- Ininzi yolwazi lwangoku
- Yenziwe ngokugqibeleleyo
- Kuxhomekeke ekuhlolweni kovavanyo
- Itya ixesha
Uphando lweeNkxaso
- Uqoqosho olungakumbi
- Ukusebenzisa idatha esele iqokelelwe
- Ulwazi oludlulileyo
- Efumaneka lula
- Ukulungelelaniswa kunokusweleka
- Ngamana ungadla ixesha
Umzekelo woPhando lweMarike yesiSeko
Ucwaningo lukaZwelonke lwaBathengi oluqhutywe yi-Experian Simmons luphando oluphando oluphandleyo oluthengiswa kwiintengiso zee-arhente, iilayibhrari zeekholeji, abathengisi kunye nabavakalisi. Iziko leenkcukacha liqukethe iinguqu ezingaphezu kwama-60,000 yedatha yokuziphatha kweendlela zokusetyenziswa kwabaxhasi, iimpahla eziyi-8000 kunye neentlobo zeemveliso ezingama-450. Ngokubanzi kunye nemigangatho egciniweyo, isiseko sedata singanika umcwaningi weemarike kunye neprofayili yomsebenzisi weemveliso, iindidi zabasebenzisi abanzi, kwaye zichonge ukukhethwa kweemarike ezijoliswe kumaphephancwadi nakwabonwakude.
IiWebhsayithi eziNcedo zoPhando lweeMarike
www.proquest.com - Olu lwazi lunika ulwazi malunga nenkampani ezinokulungiswa yoshishino, indawo kunye nobukhulu. Lo mthombo wenza ukuba umcwaningi weemarike acele iinkcukacha zenkampani, amalebuli e-adware ngaphambili, kunye neengxelo ze-telemarketing.
www.lexisnexis.com - Ngokugqithiseleyo, le nkcukacha-nkcukacha ziquka ulwazi oluvela kwi-CNN, iDun & Bradstreet, i-Ipsos, uMbutho woBuchule boPhando, iNational York Times , kunye ne-TNS (Taylor Nelson, Sofres).
www.marketingpower.com - Le yiwebhusayithi ye-American Marketing Association enika ulwazi oluncedo kumalungu kwizihloko zoshishino.
Imithombo:
USolomon, MR, Marshall, GW, Stuart, EW, Smith, JB Charlebois, S., & Shah, B. (2013). Ukuthengisa: Abantu bokwenene, ukhetho lokwenene (4th yaseCanada ed.). Pearson Canada Inc.