Mazuva ano kutengesa pfungwa

Marketing unokosha kushandisa pave kutaurirana pakati mugadziri uye mutengi. Kugadzirwa Marketing pfungwa kunoita kuti vave dzakasiyana-siyana kuti vawane zvinokosha zvinangwa basa vachida. Pane dzimwe pfungwa dzinokosha pahwaro nomumwe kambani afunga pamusoro kudiwa zvakanaka. Wokutanga yokutengesa Pfungwa yokutengesa Kutarisira uye akaonekwa makore anopfuura 100 apfuura, asi mune dzimwe ezvinhu izvozvo haisati kurasa kushanda kwayo. We tsanangura dzinokosha Dzidziso yokutengesa ano uye ayo chaizvo.

Pfungwa Marketing

Mukupera kwezana remakore rechi19 nokuda maindasitiri kukura uye makwikwi pamisika kuti mutengi nhumbi pane prerequisites kuti paumbwe Marketing. Nechekwokutanga kwezana remakore rechi20, inomirira sezvo yakazvimirira sayenzi rokudzora zviito misika vechikamu kuti vawedzere profitability. Gare gare Marketing raanotaura somunhu akaita matanho ari kudyidzana pakati vaburitsi vatengi. Chinangwa yokutengesa anoziva kukosha zvinodiwa nevatengi uye zvisingabatsiri. Mumakore 30 kutanga kuumba yokungotaura misimboti sayenzi itsva. Zvinoberekwa mukuru urongwa kudiwa zvakanaka uye anokosha yokutengesa pfungwa dziri zvichiitika. Marketing haisi dzidziso anova yakaoma, nguva dzose inoramba zvakawanda dzinoshanda mabasa.

In chinonyanya Kazhinji chimiro yokutengesa anoonekwa kuti mabasa evanhu chinokosha, izvo ndehwokuti kudzidza zvidikanwi dzevanhu. Zvisinei, chinangwa chacho chikuru ndiko kubata uye kumusika kudiwa kuti maximize mubereko sangano. Marketing, saka, anova mumwe anokosha utariri mabasa.

Musimboti wacho Marketing pfungwa

Entrepreneurs vanogara kutsvaka zvitsva, Zvakanyanya Kunaka Panguva Yepamuviri purogiramu chiito yaizobatsira kuwedzera profitability ramambo. Zvinodiwa izvi zvakawedzera yokutengesa wayo pfungwa. Philip Kotler, mumwe theorists munyika mukuru yokutengesa, anoti yokutengesa utariri pfungwa iri nzira itsva bhizimisi. yokutengesa pfungwa kupindura nyaya sokuronga inokosha, inova huru zvinoreva uye mukana zvinobatsira. Mhinduro yomubvunzo uyu unokosha ndiwo chiitiko ichi. Panyaya iyi, pfungwa yokutengesa - ichi hachisi kushandisa dzidziso uye kufadza chikumbiro utariri mhinduro imwe mhando.

Zvebasa Marketing pfungwa

Mugadziri kwenhumbi anomanikidzwa zvachose chipo mamiriro kufunga sei kuzoitengesazve. Nhasi anenge Misika chiro vasara, saka zvose kugadzirisa vakwikwidzi uye kutsvaka nzira yaizobatsira wedzera okutengesa. Kubva musi uyu, chikuru chinangwa yokutengesa pfungwa - akashandiswa mabasa zvinofanira kugadziriswa kuitira kuti vasvike unodikanwa zviratidzo. Pfungwa yokutengesa achibvumira makambani kuchinjira kuchinja pamusika ezvinhu, kubatsira kushandisa vade uye kunokosha chishandiso zvine urongwa kuronga.

pfungwa yokutengesa utariri uye

Marketing - ndiwo mumwe zvinoumba basa, maneja anofanira kunzwisisa vanoirima pave chigadzirwa uye sei chinofanira nokoko kusvikira mutengi. Marketing pfungwa sangano tiri chikamu zvine urongwa kuronga. Chero pamwero management kuzvidzora ndiko kuronga mabasa sangano kana dhipatimendi pane ramangwana hwakanyatsorwisa kure, nokuti ichi zvakakodzera kunzwisisa kuenda kupi. A yokutengesa pfungwa management chaizvo mhinduro yomubvunzo uyu. Zvisinei, izvozvo hakusi yokubika, muchiitiko chimwe nechimwe, maneja anofanira kuongorora kumusika mamiriro ezvinhu uye kuti pave kududzirwa generalized pfungwa yake. Saka, basa yokutengesa Kutarisira - muitiro wakaoma kunzwisisa kuti kunosanganisira pachisara zvitsva uye zvine urongwa zvinoriumba.

Evolution of Marketing pfungwa

Marketing Pfungwa First dzinotanga kukura mumazuva Marketing mangwanani. Yaiva kwomuzvarirwo kumusika ezvinhu. Kunzwisiswa uye idzidziso mafungiro kunoitika kare pashure chokwadi, pashure Vagadziri makatanga kushandisa muenzaniso uyu. Chaizvoizvo kukura yokutengesa pfungwa sechikamu administrative basa kunouya pashure. Vanotsvakurudza cherechedza kuti dzidziso yacho Dzidziso Marketing chinokambaira nzira pamusoro zvinangwa uye zvinodiwa mugadziri zvinodiwa mutengi. Zvino mamwe dzakabudirira pamisika, zvinofarirwa zvikuru vainazvo uye kunyanya vatengi vanobviswa paunoronga kuronga kumusika. The peculiarity pamusoro Kushanduka Marketing pfungwa ndechokuti kana yokutevedzera itsva, yakare usaora chinhanho yavo. Vangave havazodi runziro uye musaita nguva dzose. New Dzidziso havasi "rokuuraya" akwegura, chete vazhinji kugadzirwa nzvimbo kuva hunobudirira, "vatsva" izvi, asiwo tsaru mhando vachiri kushanda uye kunogona kushandiswa mune mimwe pamisika.

kugadzirwa pfungwa

Wokutanga yokutengesa pfungwa yakabuda munguva vanoshingaira kukura okuwana muna US uye Europe mukupera kwezana remakore rechi19. Panguva ino, vanowatengesa vakatonga pamusika, ari rokutenga simba chavagari yakanga yakakwirira zvikuru, uye kudiwa munyika pamisika zhinji vakapfuura zvitengeswa. Zvadaro hapana kumwe kuongorora pfungwa yokutengesa uye zvose Marketing nezvinangwa vave kusimbiswa mukugadzira. Interests uye zvinodiwa mutengi asingadi kurangarira, paiva maonero kuti zvakanaka chigadzirwa nguva dzose kuwana mutengi. Zvakanzi aidaviravo chaizvo kuti unogona kutengesa chero nhamba nhumbi. Naizvozvo, kwainyanya mari yakava nokuwedzera kugadzirwa Mavhoriyamu. Huru Zvinotambudza vakwikwidzi akarara ari mutengo mumunda. Entrepreneurs vakatsvaka kuvandudza kugadzirwa, kuwedzera vhoriyamu uye kuderedza mutengo. Zvaive munguva iyi pane kuda kushandisa michina inoshandiswa, pane sangano nesayenzi basa, zviri kushingaira kutsvaka isingadhuri mbishi zvinhu. Munguva iyi, boka aiva simba diversification, vonyanya pfuma yaro nokubudiswa nhumbi. Pfungwa kuvandudza kugadzirwa uye zvinoshanda nhasi misika apo kwokudiwa kwazvo wedzerai, kunyanya pakabudiswa ane chigadzirwa itsva, iyo hakuna vakwikwidzi.

Trading pfungwa

Muhafu yokutanga yezana remakore rechi20, musika zvishoma nezvishoma zvakazara nezvinhu, asi kudiwa achiri outstrips zvitengeswa. Izvi zvinotungamirira kuti pane yokutengesa pfungwa chigadzirwa. Panguva iyoyo, kugadzirwa yakanga anenge kwakakwana, kuwedzera negoho, uye handichakwanisi kuva pfungwa kuti zvakafanira kuvandudza chigadzirwa. Mutengi haadi chero chigadzirwa, anotanga kuti chichemo kuti unhu yaro, saka mugadziri wacho basa - kuvandudza chigadzirwa chayo kavha unhu, uyewo kuudza mutengi. Pane kudiwa kushambadza sechekushandisa nevatengi chenjedzo pamusoro itsva, uye kunyanya kunaka nhumbi. Panguva iyoyo, yemamiriro pfungwa kuti mutengi akagadzirira kutenga chigadzirwa akanaka nemutengo. Naizvozvo, kukura kwebasa kukwikwidzana mitengo iri zvishoma nezvishoma kufamba ndege yacho kuyerwa zvivako zviri chigadzirwa. Pfungwa iyi ingashandiswa nhasi uye avo mumisika apo kudiwa iri nehasha mwero pamwe kudiwa, kana paine yakakwana rokutenga simba chavagari, inova agadzirira kusarudza unhu chigadzirwa. Pfungwa iyi inorangarira zvakadai zvinokosha sezvo unhu kwenhumbi uye chigadzirwa itsika.

Pfungwa ezvokutengeserana kuita

Panoperera pakati 30s pane BALANCInG kuti kudiwa uye kugoverwa zvinenge zvose misika nevatengi. Pane chikonzero chero chaicho kukwezva munhu mutengi. Panguva ino Yakaumbwa pamusika mutengesi uye mumwe mutengi. Panguva ino, chinhu ichi charehwa anouya yakatsviriridza nyaya kuwedzera chekambani purofiti. Supplies uye kugadzirwa kwakavandudza napo, asi zvinhu zvose hazvigoni kutengeswa kana kutengeswa kunonoka. Naizvozvo, chekambani yokutengesa pfungwa zvinofanira zvainanga kuvandudzika pakati okutengesa kwacho. Panguva ino, pane pfungwa iri masero vakarayira uye rinokosha pfungwa wokutengesa uye vatengesi. Panguva iyi, akaumba merchandising, sezvo chaiyo mabasa rokutengesa uye mutengi incentives kutenga mu nehoro. Manufacturers vari kutanga kuziva kuti zvinhu hazvigoni kukurumidza kutengeswa pasina pakushambadzira mari. Panguva ino, hunotanga paumbwe kumusika ezvokushambadzira mabasa. Entrepreneurs vane fungidziro kuti tichibatsirwa okushambadza zvakanaka vanogona kutengesa chinhu. Panguva iyi, hapana yakadaro akasiyana nokure basa sezvo kwegadziriro vapemhi, kutengesa anotanga kuronga dzidziso. Chokwadi, pfungwa iyi intensification ezvokutengeserana zvingafananidzwa chinozoiswa nhasi pamisika apo mutengi haafungi pamusoro ichitenga chigadzirwa ichi, asi anokwanisa kutenga. Chinangwa pfungwa iyi - kukura okutengesa samambure, kuvandudzika wokutengesa Ezvemutauro.

Self-Marketing pfungwa

Mune 50s remakore rechi20 zvose misika makuru vakazara nenhumbi, uye nguva apo dziripo kwazvo kudiwa. In pfungwa iyi, zvikuru pfungwa rwakabhadharwa kuna mutengi uye zvaaida. The mugadziri haisi achitsvaka kutengesa chokwadi kuti akanga kubereka uye kufunga chii mutengi vangada kutanga uye ndizvo kubereka. Maererano yokutengesa pfungwa wekambani iri anozadziswa kuchinja. Vatengesi kupedza zvakawanda zvinhu pamusoro kudzidza nomufambiro vatengi. Vanofanira kuziva kuti vari tsika, nezvezvinodiwa mutengi, ndeipi nzira kwayo upenyu, apo iri kuvimbisa kuti. Uye kwakavakirwa pazivo ichi entrepreneur formulates kupfimbwa ayo mutengi. Zvinokosha kucherechedza kuti pane iyi nzira dzose yekare zvinochengeterwa: nhumbi kunge zvakanaka quality, kurimwa - inonyatsobudirira pfungwa waakazvitengesa kunofanira kukurudzira mutengi kutenga nhumbi. Panguva iyi, kekutanga kutanga kubuda pfungwa yacho yokutengesa kunovhengana, iro rinotaura nhanho dzose vachida. In pakunambwa ichi, pane wakachena yokutengesa chinangwa - kusangana mutengi zvinodiwa, uye ichi ndicho inobva zvisingabatsiri nemikana. A pose pfungwa kwakaratidza kutogadziriswa kumusika kuti mutengi, zvino misika zvose huru hunhu - mutengi uye mugadziri nokuti inoita kufadza kuti kutungamirira kutengwa. Vatengi vava kuda kutenga chigadzirwa kuti chinonyanya chinokodzera ake zvavanoda. Naizvozvo, kuti chigadzirwa inofanira kuenzanirana chaizvo yaro zvinodiwa. Mutengi anotoda kunyange mari shoma, asi kuti zvaanoda chaizvo.

Social uye netsika pfungwa

Pamugumo wenyika 70s nguva zvakasimba zvinodyiwa uye kugadzirwa zvakakonzera chokwadi kuti zviwanikwa nyika yakatanga kuderera. Unomutswa pasocial sangano simba achidzivirira zvakatipoteredza uye pamusoro kunyanya kudya. Uye zvitsva yokutengesa pfungwa haagoni kufuratira kuchinja izvi. Pfungwa pasocial uye netsika yokutengesa, riri chaizvo kushanda nhasi. Pfungwa iyi kunoda kunzwisisa BALANCInG zvitatu: veruzhinji kufarira, zvinodiwa uye zvinodiwa mutengi uye mabhizimisi profitability nokuda entrepreneur. Mukati framework ichi, basa rinokosha akanga asunungurwa kuti voruzhinji, nomufananidzo boka, nokuumbwa iyo entrepreneur vanofanira kushandisa zvimwe zvinhu. Saturation pfungwa uye saturation mumusika vatengi vari kutanga kuziva kuti parinogumira kukura kwoupfumi kunotungamirira dzakakomba kukuvadzwa, uye anoda yakagadzirwa nechokwadi kumisa DPS hunhu. Izvi zvinoda kuti mazuvaano okuwana emakambani, kutanga kuwanda zvigadzirwa zvitsva kuti kusangana nezvakatipoteredza uye kuchengeteka mazano matsva. Chinangwa mugadziri mu pfungwa iyi, pakatanga itsva kugadzirwa mitemo uye mutengi kuti kutenda kuchengeteka kwayo chigadzirwa. Uyewo, pane yakadaro yokutengesa basa, sezvo nevatengi dzidzo, ake kurovedza itsva mitemo pakurarama.

kudyidzana pfungwa

Muhafu yechipiri yezana remakore rechi20, telemarketers vari kutanga kunzwisisa kuti zvinokosha kwete chete kufungawo zvinodiwa mutengi, asiwo kuita naye ukama. Vatengi vajaira kuti kwezvipimo ukama, zvinowanzoitika ezvinhu uye havasi atange manzwiro. Naizvozvo, kusiyanisa kubva makwikwi vanofanira kuumba ukama nomumwe vatengi. Kudyidzana kambani kuumba munhu akaitenga nepedyo, anosimbisa Mugadziri nevamwe vanoverengeka vakaita saiye. All yapfuura yokutengesa pfungwa anotungamirirwa kufunga uye chikonzero, uye muenzaniso uyu nechinangwa manzwiro. In pfungwa iyi, basa rinokosha iri pauri Communications, ari mugadziri anoisa munhu, kuvimba ukama nokuita mutengi panguva kudyidzana. New Dzidziso yokutengesa kukurukurirana, kwete chete zvinoda dzakaoma mhinduro, uye dzinobva mutengi wacho nhoroondo nomumwe unhu. pane kudaro chinhu pfungwa ichi noupenyu kutenderera ukama mutengi. It mira 3 matanho kufarira chigadzirwa, kutenga uye rakawanda. In nzira iyi, zvikuru pfungwa unobhadharwa postpokupochnomu maitiro, mukati riri zvakakodzera kuumba mutengi wakagutsikana. Chinangwa kukurukurirana kuti mutengi kuvimbika kuna chigadzirwa kana muchiso. Vatengesi kunzwisisa kuti zvinhu zviri mumusika saturation uye kukwikwidzana rinova isingadhuri kuramba akwegura vatengi pane kukwezva itsva.

International pfungwa

Pakupera rechi20 remakore Marketing anotanga ichishanduka nokukurumidza, uye pane imwe pfungwa shoma kuti kazhinji ukapisa murwi ari kudyidzana womuenzaniso, asi pane nyaya dzatinofanira. Saka, Kudyidzana misika kunotungamirira kuti pane yokutengesa pfungwa akagadzirirwa kuti pamwe muchinjikwa-tsika uye muchinjikwa-National. Pave noukama nevanhu vane tsika dzakasiyana uye vemarudzi kunoda rinokosha nzira. Nyanzvi anozivisa kudaro nyaya yokutengesa zvinhu dzakawanda, sezvo pfungwa wokukudza wechipfuwo pamusika, pfungwa multi-dzinza pfungwa pamusika womukati uye munyika yose kumusika. Muchiitiko chimwe nechimwe, kuti chinangwa ikozvino kutanga misika itsva. Panyaya iyi, kuti marketer anofanira kuvaka kukurukurirana-yakananga zvemukati uye kwokunze ezvinhu.

The itsva pfungwa

Mukupera remakore rechi20, chirongwa kwaita niche yokutengesa pfungwa. Chimwe chezvinhu unoshamisa mapatani chinhu itsva nzira kuti chokuita kukurudzira yepamusorosoro, yepamusoro zvigadzirwa. Sei uye kana yokutengesa pfungwa chigadzirwa, mhando iyi inobva pakuti mutengi rinopa nani chigadzirwa. Zvisinei, nokuti kuti mashoko ezvinhu ari kuchinja nokukurumidza nhasi, telemarketers zvinosimudzira digitaalinen uye itsva zvigadzirwa, vachishandisa nzira itsva: Internet maturusi, Integrated kukurukurirana, pasocial network. Zvinhu zvine chokuita organically itsva pfungwa tsika muenzaniso chinhu chinokosha, uye ukama kumusika. Chinangwa yokutengesa hakusi chete kuti vabatsire mutengi kutenga nhumbi, asi dzidzo yake. Usati kuzoitengesa Somuenzaniso, imwe itsva Gadget, unofanira asike izvozvo pamwero kugona.

Modelling pfungwa

Panoperera yose nyika remakore rechi20 apinda upfumi itsva, chokuita wakakura kukura digitaalinen ruzivo. Nokuti mumwe nomumwe squall mashoko uye akabudisa anodzivirira nzira pamusoro zadzisa. Izvi zvinotungamirira chokuti vazhinji tsika okushambadza havachisiri inobudirira. Somuenzaniso, pane kare rudzi rwose vanhu vasinganamati TV, rinooneka akaderedza vateereri harichadhindwi zvenhau. Uyezve, zvinhu mitengo kutengesa soro saturation kunotungamirira kuti munhu anotanga nezvinetso pamwe nesarudzo. Man pachisikirwo haagoni kuita pakati 10-120 zviyero atengeswa, uye iye kunoderedza uwandu kutsiva 3-5 zvinhu. Kunoratidzwa tsika dzavo, nhema uye pfungwa kuti mukusaziva chibate nevatengi maitiro. Zvino pane dambudziko kuti yekare yokutengesa pfungwa regai kuzadzisa zvinodiwa zvinangwa. Uye telemarketers kubereka muenzaniso itsva, maererano iyo munhu dzichikonzera pfungwa kukosha chero nhumbi, akasika mungano kwenhumbi, mutengi akaumba mumwe mufananidzo maitiro, iyo inotungamirira kuti kutenga nhumbi. Mienzaniso iyi "sumo" kune chavanoziva mutengi nhumbi mujenya. Muenzaniso wakadzama hachizi "Apple", iyo pave mungano, ayo dzematongerwe, uye nhasi pane inotungamirwa rose vanhu vanonyatsodavira kuti chete zvibereko muchiso ichi ndiyo yakanakisisa uye oga.

Marketing Pfungwa uye Strategies

Marketing anogara chokuita kwekuronga ramangwana mabasa zvavakanga vachida kuita. The boka, kuti afungisise kukura kwavo ramangwana, ane yayo yokuti yokutengesa nzira. Kazhinji, izvi chaiyo mhando zvinosanganisira zvinhu zvakawanda yokutevedzera munzanga uye netsika, kudyidzana, utsanzi, chigadzirwa kumusika. The chikuru kukosha kuvapo Marketing pfungwa dziri kukwanisa kushandisa kuti vave pachavo nzira yavo. Zvose ano pfungwa yokutengesa zvinhu dzinobva dzakaoma kukurukurirana. Uye nhasi zvakaoma kuwana kambani asina kuiswa vezvenhau kunovhengana iri mberi kwavo. Naizvozvo, ndizvo zvinopindirana kwetunhu pfungwa dzakawanda uye zvinoriumba kunoita mugadziri nomumwe kuwana kwavo nzira yokubudirira.