Igama eliphambili kule nkcazelo yokuthengisa "inkqubo"; Ukuthengisa kuquka ukuphanda, ukukhuthaza, ukuthengisa nokuhambisa iimveliso okanye iinkonzo zakho.
Ingumxholo omkhulu, kungenxa yoko kubakho imibhalo ebhaliweyo ekuthengiseni, kwaye kutheni ungathatha isidanga seminyaka emine yokuthengisa. Kodwa ngokuthe ngqo ukuthengiswa kubandakanya yonke into oyenzayo ukufumana abathengi bakho kunye nemveliso okanye inkonzo yakho kunye.
Xa ubeka ndawonye inkqubo yokuthengisa kwishishini lakho, gxininisa kwizinto ezisiseko, iinqununu ezine eziphambili kwanoma yisiphi isicwangciso sokuthengisa:
- iimveliso kunye neenkonzo
- ku khuthazwa
- sasazwa
- xabiso.
Igama lomdlalo ekuthengiseni litsala kwaye ligcina isiseko esakhulayo sabathengi abanelisekile . Ukudala nokuphumeza isicwangciso sokuthengisa kuza kugcina iinjongo zakho zokuthengisa kunye nokunyusa ukuthengisa kwakho.
I-Apple Inc. - Iindaba zokuPhumela impumelelo
Uqale ukusuka kwigaraji e-Menlo Park yaseCalifornia ngowe-1976, i-Apple Inc. iye yakhula yaba yinkampani enkulu kwihlabathi ngemali yemarike. Ngabasebenzi abangaphezu kwe-100,000 emhlabeni jikelele kunye neebhiliyoni ezingama-233 zeebhiliyoni kwingeniso ngo-2015, ukuba i-Apple yayilizwe, ixabiso layo lemarike liyakwenza libe lizwe lama-20 elikhulu emhlabeni jikelele nge-GDP.
Ukongezelela ekuphuhliseni imigca ye-Apple I ne-Apple II yeekhompyutheni zobuqu ukususela ngowe-1976, umsebenzi-mbumbulu we-Apple uSteve Jobs waqhubela phambili ukuphuhlisa inani leemveliso zeteknoloji ezikhethekileyo kunye nezobugcisa, kuquka i-computer ye-Mac, i-iPod, i-iPhone, i-iPad, i-Apple ITV kunye ne-Apple Watch.
Ngoxa uSteve Jobs ekhunjulwa njengengcali yezobugcisa, naye wayengumthengisi oqaqambileyo . Enyanisweni, umsebenzi-mbumbulu we-Apple uSteve Wozniak wade wathi ukuthengiswa kwakuyikhono elikhulu kakhulu lomsebenzi. Isingeniso sakhe sokuqala se-iPhone kwi-Macworld isigaba ngo-2007 kunye nephawu lakhe elithi "Enye Into Enye ..." ihlaya lisoloko lithathwa njengenye yezinto ezilungileyo kakhulu zokuthengisa.
I-Apple ye-1984 Super Bowl isikhangiso sokuqaliswa kwe-Macintosh ithathwa njengokuba iyona nto ibhetele kakhulu ye-Super Bowl yorhwebo. Isigqibo sokuqhubeka nesibhengezo sasinokuphikisana phakathi kwe-Apple-ibhodi yabalawuli abazange ihambelane nesibhengezo, ibukele njengendleko kunye ne-slap ebusweni kumqhubi we-IBM. Nangona kunjalo, imisebenzi iyakuthanda isikhangiso kwaye izinikezele ukuhlawula ixesha lomoya. Eminye imbali - kwiminyaka yokuqala eyi-100 yokukhulula isikhangiso se-Apple sibhale i-$ 150 yezigidi kwi-Macintosh.
Imisebenzi yaba nomnqweno wokwenza iimveliso ezintsha, ezihlelwe kakuhle kwiimarike ezikhulu . "Ndiyayithanda xa ungenise ukuyila ngokukodwa kunye nokukwazi ukwenza into engabonakali kakhulu," wakha wachaza. "Yayiyimbono yokuqala yaseApple. Yiloo nto esizama ukuyenza nge-Mac yokuqala. Yiloo nto esiyenzayo nge-iPod "(Smithsonian.com).
Ubuhle kunye nokulula kuye kwaba yixabiso le-brand brand ye-Apple, kodwa ngelixa ezininzi iimveliso ze-Apple zazizintle kakhulu ekuthengiseni ngokwazo, iMisebenzi yaqaphela kwangaphambili ukuba kwakufuneka idibanise ifomu, umsebenzi, kunye nokuthengisa okukhulu ukuba kuphumelele ngokwenene, kwaye ngokwenza njalo waqhubela i-Apple kwelinye lezinto ezixhasiweyo zomthengi.
Nangona i-Apple yayingekho yokuqala esangweni kunye nomkhiqizo omtsha wokuguquguquka, kwakuqhelekileyo inkampani ethatha umkhiqizo okhoyo, ukuyivuselela kwakhona ngendlela ekhethekileyo, iphuhlise umkhankaso wokuthengisa , kwaye yenza ibe yimpumelelo enkulu yorhwebo .
I-iPhone ngumzekelo onjalo, owathi xa ukhishwa abakhuphiswano abonakaliswe njengeNokia kunye no-Blackberry kwiminyaka embalwa.
Impumelelo ye-intengiso ye-Apple ibhekiselele ekwakheni nasekugcineni ukunyaniseka kweentengiso . Abathengi be-Apple bathambekele ngokunyanisekileyo kwi-brand kunye nabaninzi abaxhasiweyo be-Apple baya kuthengwa konke ukukhululwa komkhiqizo we-Apple - akuqhelekanga ukuba abathengi balayishe iiyure okanye iintsuku kwi-iPhone entsha okanye enye imveliso ye-Apple. Ngokwe-2014 Morgan Stanley Research study, i-iPhone ye-Apple ine-90% yezinga lokugcina umgangatho we-Samsung, LG, njl.
I-Apple ngumqhubi onokuqhubekayo weebhaso zokuthengisa ukugqwesa, kuquka:
I-Apple Inc. "Yenza i-Mac" Ebizwa ngokuba yiNkampu enkulu yokuThengisa ngeNtengiso ka-2007 kwiMigangatho ye-Effie yonyaka (I-campaign "adware ye-Mac" yayiphumelele kakhulu kwi-Apple, kwaye yabona ukukhula kwamanani emakethe ngonyaka wokuqala.
Uchungechunge lubonakalisa umnini-mgcini weMichi ngokukrakra, onobungqina obunomdla, obonayo, ongenayo i-PC ye-uncool.) Ngo-2010, i- Adweek yathi "Yenza i-Mac" ibe yiphankaso efanelekileyo kakhulu yokupapashwa kweeminyaka elishumi.
I-Award ye-CMO Survey ye-Marketing Excellence jikelele ngokuphumelelayo ngo-2012 kunye no-2016.
"Ibhanti Yonyaka" ngo-2013 kwiindidi ze-smartphones, iipilisi, kunye neekhompyutheni ngokuqeshisa uphando lweHarris Interactive.
Umzekelo wokuThengisa: Enye yeemigangatho zokuthengiswa kukuba umthamo wokuthengisa onenzuzo unqweneleka ngakumbi kunomlinganiselo wokuthengisa ophezulu.