Imigomo yokuThengisa ukuba ngamnye uMcwaningi weMatriki ayazi
Abaphandi beemarike abafuna ukuba ngabaqabane abasebenzayo kufuneka babe nokuqonda okuqinileyo kwimigqaliselo esetyenziswe kwisicatshulwa sokuthengisa. I-Lexicon nje elinye igama kwisichazamazwi okanye i-glossary.
Iimpawu zokuthengisa eziqhelekileyo ezisetyenziselwa i-lexicon ye-market researcher zichazwe ngezantsi.
Isicwangciso soThengiso
Isicwangciso sokuthengisa sisicwangciso sendlela esetyenziswayo equka ukhetho lweendlela zokunxibelelana, amaqela omthengi, iziteshi zokuhambisa, kunye nezakhiwo zexabiso. Isicwangciso sokuthengisa sithetha ukudibanisa ukuxuba kunye neemakethi ekujoliswe kuyo .
Umxube wokuThengisa
Umxube wokuthengisa uphahla lwezinto ezilawulwayo ezilawulwayo zimeko yenkcubeko yokuthengisa. Ukuxuba ukuxuba kulungiselelwe ngokukhethekileyo okanye kulungiselelwe ukwanelisa iimfuno zabaxhasi.
"I-Ps" ye-Marketing mix
Ngokwesiko, ukuxuba umxube kuthathwa njengezinto ezinobisi ezisibhozo eziphantsi kolawulo okanye ukulawulwa kwabathengisi. Ezi ziguquko ziyimveliso, intengo, indawo, ukukhuthazwa, ukupakisha, inkqubo, ubambiswano kunye nabantu. Kule minyaka, iingcali zentengiso ziye zachaza kwesi sikhokelo ukuba zongeze iinguqu ezongezelelweyo eziqwalasela emkhatsini womxube wokuthengisa.
Imarike yokubeka
Ukubekwa kwendawo kuyenzeka ngokuphuhliswa kwemveliso okanye inkonzo kunye nomxube wokumaketha ngendlela ebeka le nkqantosi kwindawo ethile kwindawo yengqondo yabathengi kwiimarike ezijoliswe kuyo. Iindlela zokubeka iindawo ngokulandelelanayo zilandela enye okanye ezintandathu kwiindlela eziphambili:
- Iinkcukacha ezithile zemveliso okanye inkonzo
- Izidingo, iingenelo, okanye izisombululo zeengxaki
- Ukulwa nomnye umveliso okanye inkonzo
- Iziganeko ezikhethekileyo zokusetyenziswa kwemveliso okanye inkonzo
- Ukuhlukana kunye neklasi yomkhiqizo
I "5 Ds" yokubeka indawo
Ukubeka i-positioning kudlalwa ngokubhekiselele kwimimiselo emihlanu, nganye eqala ngokulula kunye neleta D, ngale ndlela ilandelayo:
- Ukubhala -Ukuqwalaselwa kweziphumo kubangelwa inkampani ekuchonga ukuba yeyiphi imveliso okanye inzuzo yeenkonzo ebaluleke kakhulu kubaxumi babo kunye nabathengi abanokukwazi.
- Ukwahlukana -Ukuqwalasela oku kucela inkampani ukuba ichonge amanqonqqqelo okumele abe yintloko yeqhinga lokwahlula, kwaye ivelise iinkcazo ezicacileyo eziza kusetshenziselwa ukwenza inkampani, umveliso, okanye inkonzo eyahlukileyo kwizinto ezikhuphisana ngazo.
- Ukuthatha isigqibo -Le nkcazo idinga inkampani ukuchaza umfanekiso abafuna abathengi nabathengi ukuba badibanise nenkampani yabo.
- Ukuyila -Ukuqwalasela oku kujoliswe kwindlela yokubeka imeko eyahlukileyo iya kuphuhliswa kwaye iyaziswa.
- Ukukhulula -Ukuqwalaselwa ngolu hlobo lubonakalisa indlela inkampani eya kwenza ngayo izithembiso zabo, nendlela abaya kubeka ngayo ukuba bazinikezele kwabo bathembisa abathengi kunye nabathengi.
Imakethi ejongiwe
Oku kubhekisela kwicandelo elithile lemarike ekhethiweyo yoshishino ngokuthengisa, ngokuqhelekileyo ngokubambisana nomkhankaso othile wokuthengisa.
Injongo yokuThengisa
Le yinjongo enokulinganiswa ukuba ishishini lizama ukufezekisa kwimarike ethile ekujoliswe kuyo ngexesha elithile. Iinjongo zokuthengisa zidla rhoqo ngonyaka, kodwa zinokumiselwa ixesha elide.
Icandelo leMarike
Inkqubo yokuchonga kunye nokuqokelela abathengi okanye abathengi ngokubhekiselele ku-1) Impawu ezifanayo, kunye ne-2) iimpawu ezihambelana nomkhwa, umkhiqizo, okanye inkonzo ngendlela ethile.
Isicwangciso seNtengiso esingabonakaliyo
Olu hlobo lwesicwangciso lujonga ukungalingani olungasetyenziselwa ukwenziwa kwecandelo, kwaye endaweni yoko lisebenzisa umxube ofanayo wokuthengisa kuzo zonke iimarike ezijoliswe kuyo, kodwa azizange zibe khona.
Amacandelo okuThengisa ngeNtengiso
Le ndlela yokumaketha ibonisa ukungafani phakathi kweemarike ezijoliswe kuzo kunye kwaye iyaqonda le ntlukwano ngokusebenzisa imimandla yokuthengisa ngokuzikhethela nganye kwiimarike ezijoliswe nganye. Ezi zicwangciso zentengiso ziyahlula kwiintlobo ezintathu zokubambisa eziphambili:
- Isicwangciso esichengileyo sokuthengisa
- Isicwangciso esichengileyo sokuthengisa
- Isicwangciso soPhuhliso olupheleleyo
Imiqathango yophando yemarike inxulumene nenani leminye imigaqo. Ukufumana izibonelelo ngale migaqo kuyimfuneko ebalulekileyo yokuba ngumcwaningi wemakethi.