Iintlobo ezi-3 zeNkcazelo yeziThengi zoLwazi lweMatriki

Ubulumko boBugcisa Ubulumko Bulumko

Ulawulo lweBrits lubalulekile emsebenzini kwaye, lwenziwa kakuhle, lunempembelelo enkulu ekubuyiseni kwenkampani kutyalo-mali (ROI) kunye nokulingana kwempawu . Ukuba ulawulo lwezithuthi lusesithuthi, ngoko ubulumko bentengiso yimiqulu yevili ezithwala umbane phantsi kwendlela. Ukuqhayisa le ngqungquthela, abaphandi beemarike bayabasebenzi abahambayo kunye nokugcina umendo wendlela yokulawula imoto.

Ubulumko bentengiso buxhaswa ngophando lwemarike olunika ulwazi malunga neentlobo ezintathu zolwazi ngabathengi:

1. Indlela abathengi abaziphatha ngayo xa banomdla kwimveliso okanye kwinkonzo;
2. Indlela abathengi abaziphatha ngayo kwimeko eyahlukileyo (imixholo) okanye kwiindlela ezihlukeneyo;
3. Ngaba abathengi bahlula njani okanye baxhatshaza nge-brand.

Wonke umntu uchatshazelwa yendalo (imeko). Abathengi babonakala bexhomekeke ngakumbi kwimeko apho ukuziphatha kwabo kuthenga khona. Unxibelelwano lwezonxibelelwano zentlalo ngumzekelo omhle wale meko. Abathengi bahlala bekulungele ukwabelana apho bakuyo kunye noko bathenga xa bekhona. Oku kuyinyani ngakumbi xa "kukhona" ngumongo ophezulu.

Kwinqanaba elisisiseko, yonke indlela yokuziphatha kwabaxhasi ibonakala kwimeko ethile; Nangona kunjalo, njengabaphandi beemarike bayazi, akuzona zonke iimeko ezichaphazelayo. Umntu wabathengi okanye iiprofayili zabathengi ngokusemgangathweni umzamo wokuqonda ukuba zeziphi iimeko ezinokuthi ziqhube ukuziphatha kwabathengi.

Yintoni ekuthethwa ngayo ngabathengi kunye nokubandakanya?

UDkt. Lars Perner, uNjingalwazi oncedisayo wokuThengiswa kweZiklinikhi kwiSikolo saseMarshall yezoRhwebo kwiYunivesithi yaseMzantsi California, unikeza le nkcazo yokuziphatha kwabathengi:

Ukufunda ngabantu ngabanye, amaqela okanye imibutho kunye neenkqubo abazisebenzisayo ukukhetha, ukukhuseleka, ukusebenzisa, nokulahla iimveliso, iinkonzo, amava, okanye iingcamango zokunelisa iimfuno kunye neempembelelo ezi nkqubo zibhekiselele kumboleki nakubantu. " ~ UDkt. ULars Perner, iSharks Marshall School, USC

Nangona le nto ingumxholo ocacileyo obandakanya umhlaba omningi, into enye ephuma kuyo yinkcazo yokwahlukana.

Xa umboleki esebenzisa uphawu, umkhiqizo, okanye inkonzo ekhokelela ekuhlukaniseni, bayanelisa ngaphezu kwezidingo. Ukwahlukahlukana kudlulisela ngokubhekiselele kwi-brand ebekahlule kumashishini kunye ne-valence enhle kumthengi okhethayo, uthenge, kwaye isebenzise imveliso okanye inkonzo.

Intsebenziswano yamacandelo yindawo enothatyathwa yecandelo leemarike . Ukusebenzisana kwintlalo kubonakaliswa kokuhlukana.

Intsebenziswano yecandelo lusekelwe kumbahluko owenzeka kwingqondo yabathengi xa umkhiqizo okanye inkonzo isebenze kakuhle ngumenzi okanye umboneleli ngenkonzo ngendlela ecacileyo nengqiqo.

Abaphandi beemarike baye bahlola indlela yokuthengisa abathengi malunga nekhulu leminyaka. Ukuziphatha kwabaThengi kushintshile , kwaye ngoko uphando lweemarike, ukuthengisa, kunye nentengiso. Ngokomzekelo, uphando lwenkqubela ye-Proctor kunye neGamble lunikeze inkampani ingcaciso malunga nendlela abathengi basebenzise ngayo iimveliso zabo kunye nexabiso lini elibanjelwe kwiiP & G. Iproktrak kunye neGamble bathumela abaphandi beemakethe ngendlu ngendlu ukuze baqoke idatha yokuqala. Namhlanje, abathengi bathumela idatha yexesha langempela ngokusebenzisa izitishi zedijithali kubacwaningi bemakethi yeeProktari kunye neGamble.

Izicwangciso zeBhanki eziPhambili ezibalulekileyo

Isicwangciso sesicatshulwa sobugcisa sicinga, ukuyila kunye nezixhobo kulezi zigaba zintathu:

1. I-Brand Promise
2. Ukuzaliswa kweBhanki
3. Ukupasa (ukuchaphazela ngokuzonwabisa)

Uphando lweemarike ludinga ukuba kuqinisekiswe ukuba sivelisa oko bathengi bafuna kwaye akusikho into esicinga ukuba bayayifuna. " ~ UDkt. ULars Perner, iSharks Marshall School, USC

Umsebenzi womcwaningi wemarike ukubonelela ngolwazi kunye nolwazi olunokusetyenziswa ukulungelelanisa nganye yeendlela ezintathu zokubaluleka ezibalulekileyo kunye kunye.

> Imithombo:

> I-Perner, L. (nd) Inkcazo echazwe kwiZihloko eziPhambili zeNtengiso. I-Marshall School of Business, iYunivesithi yaseSouth California.

> Steenkamp, ​​J. & de Jong, M. (2010). Uphando lwehlabathi kwiinkalo zengqondo zabathengi kwimveliso yehlabathi kunye neyendawo. Umbhalo weNtengiso , 74 , 18-40.

> Van Dyck, F. (2014). Ukuthengiswa kweeNtengiso: Imigaqo emitsha yoBudala beDigri . ILondon: iKogan Page Limited.