Imiqondo edijithali miningi futhi, okuthile okwehlukile kulokho obekulokhu kwaziwa ngokuthi "amasu okuthenga nokuthengisa, ukuxhumana, njll." iqiniso lokuthi ziyashintsha. Eqinisweni, ukumaketha kuyashintsha minyaka yonke, kuyavela, noma kaningana ngonyaka ofanayo. Ngalesi sizathu, i-Marketing Mix ingenye yezinto eziguqukayo futhi, njengamanje, ingenye ephumelela kakhulu kunoma ngubani ofuna ukuphumelela.
Kodwa iyini ngempela ingxube yokumaketha? Iyini inhloso yayo? Futhi okubaluleke kakhulu, isetshenziswa kanjani? Sizokukhombisa konke lokho nokunye okuningi namuhla.
Uyini umxube wokumaketha
Ingxube yokumaketha ingachazwa njengeqoqo lamathuluzi nezimo ezitholakalayo zokuhlaziya ukuziphatha kwabathengi kanye nemakethe . Inhloso yayo ukudala izenzo ezikhuthaza ukwethembeka noma ukugcinwa kwamakhasimende ngokukhulisa ukwaneliseka kwamakhasimende. Ngamanye amazwi, imayelana nokudala okuthile okuzuzisa amakhasimende ukuze akhethe leyo nkampani noma uhlobo ngaphezu kwezinye.
Umsebenzi okufanele wenziwe kumxube wokumaketha, ngakho-ke, ukubeka umkhiqizo oyilokho amakhasimende akufunayo, osendaweni efanele, ophuma ngesikhathi esifanele futhi onentengo ephelele. Kepha-ke, ukwenza lokho akulula ngoba udinga ukwazi izici eziningi, hhayi kuphela inkampani noma uphawu, kodwa futhi nemakethe egxile kuyo. Futhi lokhu akulula neze.
Isu lokuxuba lokumaketha
Lapho kuvela ingxube yokumaketha okokuqala, yagxila eziguqukweni ezine. Ngokuhamba kwesikhathi, kuye kwavela amanye amamodeli, andisa lezi ziguqukweni zibe yisikhombisa noma ngisho nesishiyagalolunye. Kodwa ingxube yokumaketha kufanele isekelwe eziguqukweni ezine, zonke ziqala ngohlamvu u-P. Uma usuwazi kahle lezi, usungacabanga ngala mamodeli alandelayo ukuze uthuthukise futhi uthuthukise imikhiqizo yakho.
Imodeli ye-4Ps
Imodeli ye-4Ps yenhlanganisela yezentengiso igxila ezinsikeni ezine eziyisisekelo zomkhiqizo ukuze uphumelele. Lokhu okulandelayo:
Intengo. Intengo ihlala iyisici esinqumayo. Yonke inkampani ingabeka noma yiliphi intengo eliyifunayo ngomkhiqizo wayo, kodwa kuyisici esincintisana kakhulu ngoba umncintiswano uyayihlaziya futhi ngezinye izikhathi unikeza okuthile okushibhile, noma ngezinye izikhathi okuthile okubiza kakhulu. Kulesi simo, intengo kumele ifaneleke ukumboza izindleko futhi ikhiqize inzuzo ethile. Lokhu kungaba nomthelela omubi noma omuhle kumakhasimende; bangase bakuthande noma bakunqabe ngoba kubiza kakhulu. Futhi akulungile ngaso sonke isikhathi ukunikeza umkhiqizo onamanani aphansi; ngezinye izikhathi, isihluthulelo sisekutholeni ibhalansi efanele.
Umkhiqizo. Lokhu kuyinguquko ebaluleke kakhulu ekuxubeni kokumaketha ngoba, uma unganikeli okuthile amakhasimende afuna ukukuthenga ngempela, kungakhathaliseki ukuthi ubhekana kahle kangakanani nezinye izici, impumelelo cishe ngeke ikwazi ukwenzeka ngoba akekho ozofuna ukukuthenga. Ngakho-ke, kufanele ulethe emakethe into entsha ngempela, into ethuthukisa umncintiswano okhona, into elula kumakhasimende ukuyisebenzisa, futhi, ngaphezu kwalokho, into ewusizo. Uma ukufeza lokhu, uzophumelela, uma nje ubhekana nezinye izinguquko ngempumelelo.
Ukusatshalaliswa. Esinye isici esibalulekile ukusatshalaliswa, okusho ukuthi umkhiqizo utholakala ezindaweni eziningi. Isibonelo, cabanga ngezincwadi ezishicilelwe yi-Amazon. Inethiwekhi yabo yokusabalalisa ilungile, kodwa izincwadi zabo zingatholakala kuphela ku-Amazon nakwezinye izindawo ezimbili noma ezintathu (ngaphandle kokubonakala). Ngakho-ke, akukho ukufinyelela kwangempela kwamakhasimende angaba khona. Ngakho-ke yini engenziwa? Tshala imali, thola izinkampani eziningi, izitolo, izitolo ezinkulu, njll., ukuze uthengise umkhiqizo wakho. Udinga ukuthi ubonwe, waziwe, futhi uhlaziywe ukuze ufinyelele kumakhasimende afanele.
Ukukhushulwa. Okokugcina, unephromoshini, okubhekisela ezenzweni okumele uzithathe ukuze wenze umkhiqizo wakho waziwe. Lokhu kuvame ukubizwa ngokuthi ukukhangisa. Uma ungatshali imali kukho, kungakhathaliseki ukuthi ubeka umkhiqizo ezindaweni ezingaki, uma abantu bengakakuzwa, ngeke babe nentshisekelo. Kufanele "uwuthengise", futhi ukuze wenze lokho, kufanele uchaze ukuthi yini engabenzela yona, ukuthi izothuthukisa kanjani izimpilo zabo, nokuthi kungani kufanele bawuthenge MANJE.
Imodeli ye-7Ps kumxube wokumaketha
Lapho ukuhlanganiswa kokumaketha sekuqhamukile, kunezinsika zalo ezine ezibalulekile, kwavela imodeli entsha, lapho, ngaphezu kwalawo ma-Ps amane, ibuye yengeza ezinye ezintathu ezanikeza ukubaluleka okukhulu ezenzweni ezazenziwa.
Lezi kwakungu:
Abantu. Ngomqondo wokuthi izisebenzi ngokwazo ziyasiza ekuthuthukiseni imikhiqizo futhi ziyenze ibonakale njengento yawo wonke umuntu. Isibonelo salokhu ukukhangisa komkhiqizo wemishini odumile eSpain osebenzisa abasebenzi bawo ukukhangisa lokho abakuthengisayo.
Inqubo. Okungukuthi, ukuhlaziya indlela lowo mkhiqizo osetshenziswa ngayo, indlela ohlinzeka ngayo isevisi kumakhasimende, nokuthi kukhona yini okungathuthukiswa.
Ubufakazi obuphathekayo. Okusho ukuthi, noma yimuphi umbhalo noma ubufakazi obunikezwa amakhasimende ukuze azi futhi aqinisekise ikhwalithi yalowo mkhiqizo.
Imodeli ye-9Ps
Ekugcineni, unemodeli yama-9Ps, njengakuqala, kulokhu kuzo zonke izinto ezaziwayo esezivele zengeziwe ezimbili ezibalulekile nazo. Lezi izi:
Ukubamba iqhaza. Ngomqondo wokuthi kufanele uzame ukubandakanya amakhasimende ngokwawo njengengxenye yomkhiqizo, ukuze azizwe ebalulekile futhi, ngesikhathi esifanayo, wakhe ukwethembeka kwamakhasimende ngoba ubanika indawo ebalulekile enkampanini noma kumkhiqizo, noma ngabe abanalutho olukwenza nakho.
Ukubikezela. Okusho ukuthi, ukulindela konke okungase kufike ukuze ube phakathi kwabokuqala futhi uqhubeke nokuqamba izinto ezintsha ukuze abasebenzisi bahlale bethola okungcono kakhulu, kungaba okwamanje noma esikhathini esizayo.
Kuyini lokhu kumaketha futhi kungani kubalulekile ezinkampanini nasemikhiqizo?
Uma uhlaziya ngempela ingxube yokumaketha, uzobona ukuthi ihlanganisa konke okubalulekile esu lebhizinisi ukuze imikhiqizo noma izinsizakalo zakho ziphumelele. Ngamanye amazwi, inikeza ulwazi mayelana nomkhiqizo, amakhasimende, iziteshi zokusabalalisa, kanye nokukhangisa kwakho . Futhi lokho kukusiza ukuthi:
- Shintsha uma kunesidingo. Ngakho-ke ungakwazi ukuvumelanisa umkhiqizo, ukuwakha kabusha, ukusungula ... konke ukwenza kube ngcono emakethe nokuthi yini abasebenzisi abayifunayo.
- Thola amakhasimende amaningi, noma ngisho ukukunikeza ithuba elisha osuvele unalo.
- Yiba nobukhona, ubuso nobuso noma okubonakalayo, futhi wazi ukuthi yini efanele ibhizinisi lakho.
- Yiba nezivumelwano nezinye izinkampani.
Ngamanye amagama, ukuhlanganiswa kokumaketha kuyindlela lapho ungeke ugxile kuphela kulokho okwenzayo, kepha uzofuna ukuxhumana namakhasimende ukuze, ndawonye, ​​nenze okuthile okusebenza ngempela.