Marketing ndondomeko: kusankha kugula. masitepe ndondomeko

kasamalidwe khalidwe la ogula - yofunika malonda ntchito. losafunika kumawonjezera makamaka m'misika mpikisano waukulu kumene mankhwala Chisankho chiri chachikulu. Pofuna kulimbikitsa khalidwe la ogula, m'pofunika kumvetsa mmene ndondomeko udzachitika kutenga zochita makasitomala kugula ndi njira mukhoza kanikizirani chigamulo choyenera kosiyana.

mbiri nkhani

Monga minda wodzilamulira kuphunzira ogula khalidwe kupangidwa mu m'ma 20. Against maziko a kukula chidwi kafukufuku angalimbikitsire pa mphambano za kuwerenga maganizo ndi malonda, pali munda latsopano chidziwitso. chabe kuphunzira ndi makhalidwe khalidwe la ogula, kuphatikizapo zimene takambirana mu ndondomeko yathu pepala - kusankha kugula. Pa muzu wa sayansi anali asayansi American John. Mngelo ndi R. Blackwell, iwo analemba woyamba buku "Kugula Khalidwe", omwe lero ndi tingachipeze powerenga, ndipo adalenga munthu wa zitsanzo loyamba la ndondomeko ya zochita kugula. Cholinga cha sayansi khalidwe ogula anali kufunafuna njira yabwino kusankha zochita.

ogula mfundo kasamalidwe khalidwe

Marketing mu zoyesayesa zake kusankha wogula ayenera potengera mfundo zotsatirazi zofunika:

• ogula adzakhala wodzilamulira mu zosankha zake ndi ulamuliro wake sayenera linaphwanya;
• ogula zolinga kufotokoza njira (kugula zochita) ali anaphunzira kafukufuku;
• Khalidwe ogula angakhudzidwe;
• chikoka pa chisankho cha ogula malamulo chikhalidwe.

Mfundo zimenezi akhala anakonza pa siteji ya mapangidwe wa sayansi ya khalidwe ogula ndipo inviolable.

Mfundo kugula malonda

Purchase - yaikulu ndi cholinga Napempha kwa mapulogalamu malonda. Akamanena za kugula ndi nzeru ndalama katundu ndi ntchito. Pa nthawi yomweyo ogula kugula nthawi zambiri amagwirizana ndi nkhawa: wamkulu mtengo, m'pamenenso munthu kusankha kupanga chinthu. Mtengo wa katundu chimaoneka mu ndalama, ndipo, iwonso, zazindikirika ndi ogula mbali ya iye yekha, chifukwa ndalama zimene limagwiritsa zinthu zake: nthawi, luso komanso nzeru. Choncho, n'kuwononga ndalama zambiri si kophweka kwa ogula. Ntchito marketer ndi - magawowa ndondomeko imeneyi, kuthandiza munthu azipeza zosangalatsa kugula ndi kukhuta ndi kugula awo. Kuti athetse vutoli ndi marketer ayenera kudziwa bwino momwe ndondomeko ya kusankha kugula wogula. Masiku ano, mitundu ya zogula zigwire monga:

• Kwathunthu anakonza kugula pamene kasitomala amadziwa zimene mtundu, mtengo ndi malo kugula. Kawirikawiri mtundu uwu amagwirizana ndi kupeza cholimba katundu mtengo.
• Mbali ya kugula anakonza, pamene ogula amadziwa zimene katundu ankafuna kugula, koma kuti adziwe malo anu yogula koma anaganiza. Mtundu nthawi zambiri ntchito katundu wa ogula monga mkaka kapena mkate.
• Kugula pamene ogula akugula chinachake mchikakamizo cha chikhumbo panthawiyi. Kawirikawiri kotero anagula zinthu wotchipa, basi kugula amene analimbikitsa, mwachitsanzo, "otentha" yotulukira malo, kumene 90% wapangidwa kugula mtima.

Chitsanzo cha posankha zochita pa kugula

Ngakhale kusiyana munthu wa anthu, zochita zawo monga ogula kupereka chojambula. Choncho, malonda izo tinagwirizana kuti tizigwiritsa ntchito chitsanzo cha khalidwe ogula. Iwo kwambiri wosalira mokwana za mayendedwe kasitomala ndi kulola ife kudziwa mulingo woyenera malo yaikulu ogula. Mbiri yakale, chitsanzo choyamba chinali chiwembu Kotler amatchedwa "wakuda bokosi wogula cha chikumbumtima." Mu pempheroli, lilinkudza zinthu galimoto kugwera mu wakuda bokosi, amene anatembenuzidwa mu zimene wogula. Cotler sanathe kulongosola akamanena za ndondomeko yopangira chisankho n'kulitcha ndi "wakuda bokosi", koma mtengo wake unali kuti ananena kuti kuli munda chotero khalidwe. Lathunthu loyamba chitsanzo cha chosankha kugula wakhala analenga Mngelo ndi gulu lake. Inali kuperekedwa kwa ndondomeko ya zochita munthu, kupanga zisankho: maonekedwe ndi zolinga kugula mpaka kumverera zosangalatsa kapena kusakondwa zitachitika.

Today pali osachepera 50 zitsanzo zosiyanasiyana za kugula zochita, iwo amasiyana mwatsatanetsatane, koma onse kuchepetsedwa kwa magawo asanu waukulu kwa ndondomekoyi.

kuzindikira kufunika

Aliyense ndondomeko kupanga wogula kugula zochita limayamba ndi maonekedwe a zolinga ndi kuzindikira zosowa. munthu aliyense nthawi zonse pomenyana zilakolako zosiyana, ndi kusankha ogula zogwirizana kwambiri sikuti zochokera zosowa zawo zenizeni, komanso mchikakamizo cha zinthu zosiyanasiyana kunja ndi mkati. Cholinga cha malonda mapulogalamu - kuthandiza ogula kumvetsa cholinga chawo. Malonda Mwachitsanzo, athe osati kuuza munthu kuti akhoza kugula kuti zosowazo osiyanasiyana, komanso kukhumba kulenga. Mwachitsanzo, wapabanja safunikira multivarka bola amalonda osati anawauza za mwayi wa pachidachi.

zofuna Natural wa munthu si kwambiri, ndi malonda Cholinga kulimbikitsa anthu kuti pazipita, ndi mowa zosafunika. anthu amakono a mzinda ndi zovala zokwanira, chopulumutsa ndi kuzizira, iye akusowa yapamwamba chinthu kudziwika zopangidwa ndi zosoŵa za kutchuka mzere ndi mumaganiza mafashoni. Ndi khama malonda zinachititsa kuti zikamera wa zimenezi. Monga mbali ya aya malonda ogula zimakhudzidwa m'njira limene iye anakana mokomera munthu kapena zosinthika wina kukumana ndi zosowa anazindikira.

mudziwe katengedwe

magawo onse a ndondomeko ya zochita kugula kungachititse kuti kupanga chinthu. Nthawi zina, makasitomala akhoza kupanga kugula pa siteji kufunika liti Mwachitsanzo, anafuna kumwa, nthawi yomweyo anaona makina ndi madzi ndi kugula mankhwala kuti athetse ludzu lawo. Nthawi zambiri n'zotheka mtengo ka katundu ndi kusiyana maganizo pang'ono pakati mankhwala. Ngati kugula amafuna ndalama ndi yokulirapo ogula n'kogwiritsa wayamba kusonkhanitsa mudziwe options zotheka kuti zosowazo. Information kufufuza ali chitsanzo lolozeka. Ngati vuto kumachitika munthu woyamba akunena kuti zinthu zake mkati mudziwe (kudziwa kusungidwa mu kukumbukira), ndi pokhapokha ngati palibe yankho analandira, kuitana kochokera kunja - TV, abwenzi, mu mfundo zimene anam'gulira. Zochita izo zikuwoneka ngati izi: ankafuna kugula sangweji - amakumbukira pamene pafupi pali mfundo za malonda mankhwala. Ngati timakumbukira sichitha, izo sudzatha kuti zina zambiri. Ngati ayi, iye akhoza kufunsa abwenzi, tayang'anani pa Internet ndi zina zotero. N. Choncho, ogulitsa malonda amakonda kudzaza kukumbukira munthu zokhudza mankhwala, komanso kukonza alipo malo mudziwe kuti, ngati n'koyenera, ogula tingaphunzire za mankhwala ochokera ku zinthu zosiyanasiyana.

Lowunikira m'malo

Pamene pofufuza nkhani anapereka angapo options ndi ofanana kuthandiza ndondomeko yopangira chisankho pa kugula katundu kulowa mu gawo lina lotsatira - kufanana kwa options. I kuwunika angakhale osiyana, ndi sitepe zichitike mu fanizo losavuta (mwatsopano ndi dzulo mkaka), ndipo zimenezi zikhoza kusinthidwa kuti ndidziwe bwino Katswiri mothandizidwa ndi anthu lachitatu ndi mayikidwe a muyezo (mwachitsanzo, kugula foni mtengo). The okwera mtengo kwambiri yapamwamba kugula, ndi mitundu zovuta za ndondomeko poyerekeza chikuchitika. Mphamvu ya malonda, mtundu, wogulitsa kapena malangizo odalirika munthu tingatengere zikuluzikulu zochita.

chisankho kugula

Dongosololi akufotokozedwa pano - kusankha kugula - akhoza kutha pa siteji iliyonse, ngati munthu walandira mlandu amphamvu mokomera mchitidwe kapena kulephera kwa izo. Chigamulo chomaliza pa kugula abwera mfundo malonda, ndipo ndikofunika Chinthu ndi sitolo m'mlengalenga ndi munthu wogulitsa, komanso woyenera dongosolo la mfundo zimene anam'gulira: kuwonetsera kwa katundu, .. kuyenda, ukhondo, mayiko malipiro etc. ndi zofunika katundu ma CD ndi organoleptic katundu.

Postpokupochnoe khalidwe

Cholinga chachikulu cha malonda - kasitomala okhutira - njira zonse mu ndondomeko ogula posankha zochita. Kugula patsogolo chikaiko, ziyenera m'malo, kusankha, koma sanamalize. Kubweretsa kunyumba katundu amagulira akupitiriza kukayikira kulondola anasankha. Ngati katundu ndi ntchito Sindizakubweretsanso wokhutira ndi zosangalatsa, ndiye ogula amayamba pofalitsa nkhani zoipa za mankhwala, amene ali kungasokoneze chigamulo cha ogula ena. Choncho, ogulitsa malonda nkhawa mmene kutsimikizira wogula mwanzeru ndipo pambuyo kugula, iwo akufuna umboni wakuti utumiki zina, mothandizidwa ndi malonda.

khalidwe kulamulira wosuta

The ndondomeko zovuta wa ogula zopangira zisankho za kugula ndi mutu wa malonda kanthu. Nthaŵi iliyonse siteji akhoza zimakhudza zotsatira za ndondomekoyi. Pa magawo a kuzindikira zosoŵa ndi mfundo katengedwe zosungidwazo zimagwiritsidwa ntchito ndi zinthu monga makhalidwe chikhalidwe, magulu limanena, makhalidwe a magulu a anthu ndipo kalembedwe moyo wa ogula. Pa siteji ya kuyerekezera njira zina ndi gawo postpokupochnoy kungathandize kwambiri mtundu, chifaniziro chake ndi malonda. Otsatsa malonda zoona, musatisiye tcheru ogula anu zonse anachita mapazi a kugula okonzeka makwerero pang'onopang'ono kutsogolera kugula, ndipo nthawi yomweyo amachita ndondomeko yatsopano. Kugula zochita pa chilichonse siteji ayenera zotsatira awo - ndi kuzindikira, chidziwitso, maganizo, chibwenzi ndi kukhulupirika. Zotsatira izi ndi zotsatira lalikulu, ntchito zovuta, limene limayamba komanso limatha maphunziro ogula khalidwe.

Kufunika kwa kufufuza ogula khalidwe

Kufufuza ndondomeko yopangira chisankho za kugula katundu ndi poyambira la mapangidwe alionse malonda. Kusadziwa momwe kumene kuyang'ana mudziwe kuti ogula, ziti kusonkhezera bwino, sikutheka kuti achite woyenera TV mapulani ndi chiphunzitso cha uthenga malonda. Ndipo magawo a lopangira chisankho ndondomeko wa kugula ndi mutu wa mokwanira kuwunika malonda. Ndipo tiyenera kukumbukira kuti chitsanzo yopangira chisankho zosiyanasiyana malinga kayendedwe ka moyo mankhwala. Mwachitsanzo, zosintha kuti odziwika okhwima mankhwala anthu kugula mosiyana. zosiyanasiyana khalidwe mu misika yogulitsa ndi ritelo, ndi kusiyana zavumbulutsidwa yekha mu njira ya kafukufuku.

Zitsanzo za ndondomeko ya kugula chisankho

Mosazindikira, tili kangapo tsiku takumana ndi vuto la kusankha: .. Kodi kugula chakudya, kumene kupita ku mpumulo, kodi mphatso kugula wokondedwa, etc. The ndondomeko ya zochita kugula zitsanzo za zimene aliyense angapeze mu zawo, ndi wamba ndi zambiri basi. ogula aliyense amakonda kusunga chuma chawo, kuphatikizapo nthawi, mphamvu ndi nzeru. Choncho, timayesetsa kumasulira ndondomeko aliyense m'dera la ochiritsira ndi stereotyped. Ngati tsiku lina tinakhala nthawi ndi khama kusankha madzi ndipo analola kuti patsekeke, ndi chodziwikiratu kuti tidzakhala kamodzinso kuganizira vuto lomwelo, pokhapokha ngati timakakamizika chochitika ichi, ndi kugula madzi omwewo. Chitsanzo cha zovuta khalidwe kufufuza angatchedwe kugula galimoto, nthawi zambiri vuto limeneli, munthu adzera mu magawo onse a zochita kupanga ndondomeko, nthawi akuyerekeza options ndi tcheru ku msonkhano postpokupochnomu.