Ndiani ndiye mutengesi

Mazuva ano kutengesa nzira yakavakwa nenzira yakasiyana pane yaive makore anenge makumi maviri nemaviri apfuura. Pakati pevashandi vezvitoro kune mabasa akawanda anofadza, mabasa ayo kusvikira nhasi vanhu vazhinji vanogara vasingazivikanwi. Chimwe chezvinhu zvakadai ndeye mutengesi. Kana kuti kubvunza vazhinji vevatengi, ndiani mutengesi akadaro, saka mubvunzo haunzwisisi kupa mhinduro chaiyo, kunyange mutenzi wegumi wega kune zviporoti. Parizvino, nyanzvi mumunda wekutengeserana inoshanda muhombe hypermarkets uye zviporoti.

Basa rekutengeserana rakaratidzwa muRussia kwete kare kare, rakasvika pamwe nemhando dzakakurumbira dzekunze dzakadai seCoca-Cola, Pepsi nevamwe. Kumadokero uye muAmerica uku kuvepo kwave kuripo kwenguva refu. Zvinonyatsozivikanwa kuti kutengesa kwezvinhu kunogona kuwedzerwa kana ukashandisa imwe nzira. Merchandising inosanganisira kushandiswa kwezvinhu zvakashata uye tweaks kuwedzera kuwanikwa kwechikwata. Kuva chikamu chekutengesa, izvi zvinotungamirirwa zvakanyatsoenderana nezvirongwa zvose izvo dhipatimendi rokudhinda rinovaka.

Vanhu vazhinji havazive izvo mutengesi ari kuita. Zvisinei, basa reyiyanzvi rinoita kuti vatengi vatenge. Vadzidzisi veizvi chikamu zvakakamurwa kuva zvitatu. Rudzi rwekutanga runogara. Uyu nyanzvi ndeyekuda kwekutengesa nguva yose. Ndiye ane mhosva yezvinoitika mukati mechitoro. Ndianiko mutengesi anotumira? Uyu ndiye munhu uyo, kutanga kwevose, anotevera mashefu uye kuiswa kwezvinhu. Nenzira, iyi yaiva basa iro raiva pakutanga basa guru reyanzvi idzi. Iyo inocherechedza kuti urongwa hwakakosha hwezvigadzirwa pamashefu, upamhi uye kukwirira kwemashefuti pachako zvinogona kukanganisa kudiwa kwezvinhu uye nekutenga kwavo. Nhasi, kushambadzira, zviito zvakasiyana-siyana zvekukurudzira, kugadziriswa kwemitengo sezvinodiwa, kuwedzera kwemashalofu uye kuderedzwa kwavo, kutarisa kwekugadziriswa kwakawedzerwawo kumabasa ehuponi munharaunda ino. Uyewo munhu uyu anofanira kubatsira kubatsira maitiro akasiyana-siyana, kuchengetedza maitiro ezvigadzirwa uye kuvandudza mararamiro emutambo.

Ikoko kune rumwe rudzi rwekutengesa-mobile. Ndeupi mutengesi we merchandiser? Mabasa ehuzivi uyu akasiyana nemabasa eomunhu anoshanda. Kana iyo yekupedzisira ichishanda panguva yekutengesa uye inogadzirisa nyaya dzose panzvimbo iyo, ipapo inofamba inoshanda nevaswikwi. Basa rayo rinogona kufananidzwa nemabasa eespy. Anouya kuchitorosi chekambani inorwisana, asi haatengi chinhu ipapo. Basa rake nderokuongorora kuwanikwa kwezvinhu zviri mumashalofu, mutengo, nzvimbo yezvigadzirwa uye upamhi hwemashefufu. Basa romunhu uyu harisi kuenda risingaoneki, zvisinei, varindi nekutungamira kweimba vanobata "vakadaro" vakadaro zvakatendeseka. Mushure mezvose, mupikisheni ane motengesi yake yefodya, iyo nguva nenguva inopinda muzvitoro zvevakidzani.

Iye zvino zvinongoramba zviripo kuti uwane kuti ndiani mutengesi wevatengesi. Iri ndiro boka rekupedzisira revashandi vemhando iyi. Dzimwe nguva mabhizimisi ekutengesa anoshandiswa kunzi universal. Basa ravo rinobatanidza mabasa emashambapiti uye nevarwere. Mune rimwe zuva vanogona kushanda panzvimbo yekutengeswa, uye inotevera-enda kumakwikwi uye kuongorora. Kazhinji kazhinji mumusangano mukuru, ose matatu maongorori aripo panguva imwe chete. Zvisinei, pane dzimwe nguva kunewo zvakadai kuti pane imwe yevatengesi vepishamba yega yega, zvichida zvigaro kana kuti zveshamba. Izvo zvakaoma kushanda senyika yose, kunyange zvakadaro vamwe vashandi vanotaura kuti kutarisa kwevanhu pachavo kunowedzera kukwanisa kwebasa.

Vashandi, kuenda kuchitorosi yekutengesa, vangasaona mutengesi anozvininipisa. Asi chigumisiro chebasa rake chichachinja zvakanyanya kusarudza uye huwandu hwenhumbi mubhasiki rekutengesa. Saka, kana uchisvika kuchitoro, usakanganwa kuti zvinhu zvose zvatogadzirirwa kuti mushanyi apedze zvakanyanya. Uye shure kweizvi zvakavanzika merchanders.