UkuThengiswa kweThagethi kungaba ngumnqophiso wokuThengiswa kweeNtengiso
Ukuthengiswa okujolisiweyo kubandakanya ukuphula iimarike zibe ngamacandelo kwaye ukugxininisa imizamo yakho yokumaketha kwiqela elinye okanye ezimbalwa ezibandakanya abathengi abaneemfuno kunye neminqweno enxulumene kakhulu nomkhiqizo okanye iminikelo yenkonzo. Ingaba yinto ephambili ekutsala ishishini elitsha , ukwandisa ukuthengisa kwakho, nokwenza ibhizinisi lakho liphumelele.
Ubuhle bokuthengiswa kwezinto ekujoliswe kuzo kukuthi ngokujolisa kwimigudu yakho yokuthengisa kumaqela athile abasebenzisi abenza ukukhushulwa, intengo, nokusabalaliswa kweemveliso zakho kunye / okanye iinkonzo ezilula kwaye zininzi ezifanelekileyo.
Inika ingqwalasela kuyo yonke imisebenzi yakho yokuthengisa.
Ngoko ke, ukuba, ngokomzekelo, ishishini lokutya libonelela ngeenkonzo zokutya kwikhaya lomthengi, endaweni yokuthengisa kunye nefayili efakwe kumntu wonke, emva kokufumanisa imarike ekujoliswe kuyo kwiinkonzo zabo, inkampani yokutya ingajolisa kwiimarike ezifunayo ngqo umkhankaso weposi , i-flyer delivery eyaya kuphela kubahlali kwindawo ethile, okanye i- Facebook isikhangiso ejoliswe kubathengi kwindawo ethile yendawo, ukunyusa ukubuyiswa kotyalo-mali ekuthengiseni - nokuzisa abathengi abaninzi.
Iiprojethi zeendaba zoluntu ezifana ne-Facebook, LinkedIn , Twitter kunye ne- Instagram zinokukhetha iindlela ezinzulu zokuvumela amashishini ukuba ajolise abasebenzisi ngokusekelwe kumacandelo eemarike. Ibhedi kunye nefesibhizinesi shishini lingajolise ekutshatweni kwabalandeli baka-Facebook abanesidlangalaleni sokuhamba ngeveki yokundwendwela kweeveki, ngokomzekelo. I-LinkedIn ibhekiselele ngakumbi kwi-B2B - unokujolisa ngamashishini ngeendlela ezahlukeneyo ezifana nenani labasebenzi, imboni, indawo yokuhlala, njl.
Nangona udidi lweemarike lunokwenziwa ngezindlela ezininzi ezahlukeneyo, kuxhomekeke kwindlela ofuna ukuyihlawula ngayo i-pie, ezintathu zintlobo eziqhelekileyo zilandelayo:
Ulwahlulo lwabantu
Ukuqalwa kwamanani abantu kuxhomekeke kwiinkalo ezinokulinganiswa, njenge:
- ngesini
- ubudala
- nqanaba lomvuzo
- Ubume obuxela ukuba utshatile okanye awutshatanga
- imfundo
- uhlanga
- unqulo
Ulwahlulo lwabantu abaqhelekileyo luqhelekileyo imigaqo yokubaluleka kweemarike ezijoliswe kuyo , nokwenza ulwazi ngolwazi olubalulekileyo lwamashishini amaninzi.
Umzekelo, umthengisi otywala, unokufuna ukujolisa kwiimfuno zabo zokuthengisa ezisekelwe kwimiphumo ye-Gallup, ebonisa ukuba ubhiya luyiselo lokukhetha abantu abangaphantsi kweminyaka yobudala abangama-54 (ingakumbi kwiminyaka eyi-18-34 ubudala uluhlu) ngelixa abantu abaneminyaka engama-55 ubudala bebadala bakhetha iwayini.
KwiNgingqi
Icandelo lezentlupheko libandakanya ukwahlula i-market ngokusekelwe kwindawo. Iilesi zasekhaya ngumzekelo omnye. Nangona kunjalo, kuxhomekeke kububanzi boshishini lakho oku kungenziwa ngu:
- Ebumelwaneni
- Ikhowudi / ZIP yePosi
- ikhowudi yengingqi
- sixeko
- iphondo / urhulumente
- mmandla
- ilizwe (ukuba lakho ishishini lizwe ngamazwe)
Icandelo lendawo lixhomekeke kwingcamango yokuba amaqela abathengi kwindawo ethile yendawo angaba nemveliso ethile okanye iinkonzo ezithile; Ngokomzekelo, inkonzo yokunakekelwa ngotywala ingathanda ukugxininisa imizamo yabo yokuthengisa kwidolophana ethile okanye ukuhlulwa kwesahlulo esinamazinga aphezulu asebekhulile.
Ulwahlulo lwezengqondo
Ulwahlulo lweengqondo luhlula i-market target based based on the socio-economic class, ubuntu, okanye indlela yokuphila. Ubume bezoqoqosho nezentlalo zivela kwizinto eziphathekayo kwaye zifundiswe phezulu phezulu kubantu abangafundanga nabangenalwazi apha ngasezantsi. Uvavanyo lwe-National Readership Survey olusekelwe e-UK luchaza iklasi yentlalo ngokwemiqathango elandelayo:
| KwiBakala leNtlalo | Isimo soLuntu | Umsebenzi |
| A | eklasini eliphezulu | oluphezulu lolawulo, ulawulo okanye ubugcisa |
| B | iklasi ephakathi | ulawulo oluphakathi, ulawulo okanye ubugcisa |
| C1 | ephantsi | umphathi okanye oomabhalana, ulawulo oluphezulu, ulawulo okanye uqeqesho |
| C2 | iklasi yokusebenza | abasebenzi abanezakhono |
| D | eklasini | abasebenzi abasebenzisayo kunye nabangasebenzi |
| E | abo baphantsi kwezinga lokutya | abahlala phantsi okanye abahlolokazi (akukho mnye umvuzo), abasebenzi abaqhelekileyo okanye abaphantsi kwebakala |
Indlela yokuphila iquka imilinganiselo, iinkolelo, iimfuno, njl njl. Imizekelo ibandakanya abo banqwenela idolophini ngokuchasene nendlela yokuphila yasemaphandleni okanye yasemaphandleni, okanye abo basithandayo okanye abanomdla omkhulu kwimicimbi yendalo.
Ulwahlulo lwezengqondo lusekelwe kwingcamango yokuba ukhetho abantu abakwenzayo xa kuthengwa iimpahla okanye iinkonzo zibonakalisa iindlela zokuphila ezikhethiweyo okanye i-socio-economic class.
ISifundo seNkcazo yokuThengiswa kweNtengiso - iMiddleball's Restaurants
I-McDonald's Restaurants yindlela enkulu yokutya ngokukhawuleza kwihlabathi kunye neminye imiphumo ephumelele kakhulu yokuthengiswa kwezinto ezijoliswe ngabantu, ekujoliseni iimveliso zabo kubantwana, abaselula kunye neentsapho ezinokuhlala kwiidolophini ngokunikela "iindawo zokudlala", i-wifi yamahhala, "ukutya okunonophelo "ezibandakanya amathoyizi afana nabalinganiswa beWalt Disney, kunye nemikhankaso yokubhengezwa ngezivakalisi ezifana ne-" Yondla Umntwana Wakho Ongaphakathi ". Iintengiso ezijoliswe kunye kunye nexabiso elibi liye lavumela uMcDonald ukuba athathe i-25% yesabelo sokuthengisa ngokukhawuleza e-US
Nangona kunjalo, kwiminyaka yakutshanje njengoko iiminyaka ezigidi zeminyaka ziye zagqithisa i-baby boomers ukuba ibe isizukulwana esikhulu kunazo zonke eMelika, ukuthengisa kweMcdonald kuye kwancipha njengento yokutya yokutya ngokukhawuleza njenge-Big Mac kunye ne-fries inomdla ongaphantsi kwamawaka eminyaka. Ekuphenduleni, uMcDonald's utshintshe isicwangciso sabo sokuthengisa ukujolisa isizukulwana seminyaka eyi-3 ngokuthengisa ngokutsha, ukhetho lwemenyu enempilo kunye nemveliso yekhofi ephakamileyo njenge-espressos.
Ulwazi olungakumbi malunga noThengiselo lweNtengiso
Ukuba unomdla ekuthengiseni okujoliswe kuyo, isinyathelo sokuqala kukukwenza uphando oluya kukunceda uchaze kwaye ungene kwi-market yakho. Amanqaku alandelayo anokukunceda ukuba uqalise:
Amashishini abasebenzisa njani uPhando loPhando?
Uphando lweMakethe-Ngaba-Yakho
Chaza i-Market Target yakho kunye nokwandisa ukuthengisa kwakho
Indlela yokufumana nokuthengisa kwiMakethe akho okujoliswe kuyo
4 Amanyathelo okuphuhlisa iSicwangciso soThengiso
Eyaziwa ngokuba njenge: Niche marketing .