Kukho uluhlu lwezixhobo ezikhoyo ukwenzela ukuba bancede abaphandi beemarike bazibandakanye kwicandelo lokuthengisa. IsiSeko kuzo zonke ezi zixhobo kugxila kwizinto abafuna ukuzenza okanye abafuna kunye nendlela imveliso okanye inkonzo edibana ngayo nokhetho okanye iimfuno.
Kubalulekile ukuba imveliso okanye inkonzo b ihluke kumveliso okanye iinkonzo zokhuphiswano. Njengengxenye yale ngqiqo malunga nokuhlukana, umcwaningi weemarike kufuneka achaze isizathu sokuba abathengi baqonde njani ukuhlukana xa becinga ukuthenga.
Yazi apho ufuna ukuhamba ngeenjongo ze-SMART
Kucwangciso loshishino, kukho iinjongo ze-SMART. Kwimakethe yentengiso, kukho i-MIDAS touch. Ezi zimbini zibonisa imimiselo efanayo kunye neenkcazo.
Iinjongo ze-SMART zibonakaliswe zilandelayo:
Ecacileyo
Injongo ethile icacile, ingabonakaliyo kwaye iphendule ngokufanelekileyo imibuzo: Yintoni, Ngubani, Kutheni, Kuphi, Naluphi
Ngqi niseka
Injongo enokulinganiswa (kunye nokulinganisa) iyakwazi ukufumaneka kwaye ikwabonelela ngolwazi malunga nenkqubela phambili ekuhlanganiseni loo njongo. Injongo enokulinganisa iphendula imibuzo: Ingakanani? Zingaphi? Siya kukwazi nini ukuba injongo idibene nayo?
Ukufumaneka
Injongo efikelelekayo kufuneka ibe yinyani kwaye ibekwe kwindawo ethile ekuqhubekeni phakathi kokulula kwaye kunzima kakhulu. Ukubaluleka kwesi sigxina kukuba kunokunceda injongo ifumaneke njengoko abantu bezama ukuphendula umbuzo: Le njongo ingafumaneka njani?
Ezifanelekileyo
Injongo echaphazelekayo inceda ukuqhubela phambili abantu ekubeni ihambelane nezinye iinjongo kunye neenjongo, kwaye kuba ukufikelela kwinjongo kuthetha into ebantwini abakwenzayo kumzamo wokuhlangabezana nomgomo .
Injongo efanelekileyo iya kuphendula imibuzo: Ingaba le njongo efanelekileyo? Ingaba le njongo ihambelana kakuhle neqela, ngenxa yezixhobo ezikhoyo kunye nesicwangciso socwangciso?
Ngexesha elifanelekileyo
Iinjongo ezifike ngexesha eliza kusekwa kwishedyuli ebonisa ukuphuthuma (ukuba kufanelekile) kwaye inceda ukuseka ukubamba ukubaluleka okanye ukubaluleka kwenjongo ukwenzela ukuba inkqubela ayizukugqithiswa yimicimbi yemihla ngemihla okanye umsebenzi iimfuno. Iinjongo ezifike ngexesha ziza kunceda ukuphendula imibuzo: Ngaba le lixesha elifanelekileyo lokuphangela le njongo? Ngaba le njongo ingafezwa kwixesha elichaziweyo?
Iingqinisiso zeSigaba seNtengiso
Iimpawu zokuthintela kwi-MIDAS kwi-market segmentation zilandelayo:
Ngqi niseka
Amaqela wabathengi kufuneka achazwe ngeziganeko ezinokuthi zihambelane neenjongo eziphambili zokusebenza (KPI) ezifana nobukhulu, isabelo semarike kunye nexabiso lentengo.
Ichonga
I-persone ecacileyo kufuneka iveliswe kwicandelo ngalinye, kwaye ngamnye umthengi kufuneka acaciswe ngokucacileyo kunye neprofayile enye.
Ezicacileyo
I-persone nganye kufuneka ibe lula ukuthetha nabanye kuba isekelwe kwinkcazo echaseneyo ngaphambili kunye nencazelo evela kwidatha eqokelelwe kwaye yahlaziywa.
Ku sebenza
Ukunciphisa ukuchithwa kwe-persona kwenza lula ukuveliswa kweengcamango malunga necandelo, kunye nokukwazi ukuvavanya izicwangciso eziphunyeziweyo kwisigaba-nge-segment basis.
Okubalulekileyo
Icandelo leemarike kufuneka lifezekiswe ngokubhekiselele kwizinto eziphathekayo zezemali, izixhobo, kunye nokuqwalasela, njengokuba uzinzo okanye ukukhula kwecandelo kunye nokuzinzeka kokuhlala ixesha elide.
Ukubaluleka kweendlela ezifana nalezi kukunceda umphandi weemarike kunye neqela ukuba livandlakanise ukwahlula kweemeko zentengiso, ukuba kukho, kwaye kuqinisekiswe ukuba isicwangciso segqeba sezentengiso singaphunyezwa ngokuphumelelayo. Ukuba le miqathango ayichazwanga okanye i-criteria ayifumanekanga, iqela lokuthengisa liya kulwa nomsebenzi wokucwangciswa kwecwangciso.
I-Operational Word kwiCandelo lokuThengwa kweMakethe yeThengi "Iithagethi"
Ukongezelela, isicwangciso sokuthengiswa kwamashishini esicatshulwa kakubi asiyi kunceda ukuba iqela lokuthengisa lilungelelanise izenzo zabo kubathengi abamele amacandelo eemarike.
Ngamanye amazwi, abathengisi abayi kuba nako ukujolisa ngokufanelekileyo kwimarike yabo. Ngaphandle kokuba inkqubo yentengiso yamanyathelo iqhutywe kakuhle kwaye iphunyezwe ngokufanelekileyo, umxhasi wexabiso lomthengi uya kuthinteka kakubi. Beka nje; iqela lokuthengisa liyakwazi ukuhamba kwiindawo ezithengileyo kwikarhwebo ekujoliswe kuyo ukuba iqulunqe umkhankaso wokuthengisa ojoliswe kubathengi abangenayo inomdla kwi-brand.
Ukuqulunqwa kwemarike ekujoliswe kuyo ibhizinisi kuqala ngokuhlalutya kwabathengi kunye nabasebenzisi abakhona bemveliso okanye inkonzo. Inzuzo yokhuphiswano inokufunyanwa ngokusebenzisa ulwazi olunzulu lwabaxumi kunye nokuqonda okubangelwa kwicandelo lokuthengisa.