Akwanele ukudala ishishini lokwenza inzuzo kwaye ufunde indlela yokulawula ngayo. Kubalulekile ukuphuhlisa isicwangciso soshishino esisebenzayo sokukhuthazwa kweempahla neenkonzo. Yintoni ekuthengiseni kunye nezinto zokuthengisa ezinikwayo ukuze zifunde.
Ukuthengisa - yintoni na?
Ngokuphathelele umxholo wokuthengisa awukwaziwa onke umphathi we shishini. Ukuthengisa ngumsebenzi wombutho, kunye nesethi ethile yeenkqubo ngenjongo yokudala nokukhuthaza imveliso okanye inkonzo kubathengi. Ukongeza, ngeli gama bayaqonda ukulawulwa kobudlelwane nabo ukuze kuzuze umbutho. Iinjongo zokuthengisa zibizwa ngokuba yiinkcazo kunye nokwaneliseka kwezidingo zomntu kunye noluntu, kwaye iimpawu zokuthengisa ziphucula iimpahla kunye nokuvelisa.
Ukuthengisa ifilosofi
Ifilosofi yokuthengisa iyimigaqo yemigaqo, iinkolelo kunye neziseko ezisusela ekuqondeni ukuba ukusebenza kweenkampani kuya kuxhomekeka kwindlela eneliseke ngayo imfuno yabathengi. Ukuthengisa, njengefilosofi yezoshishino, ngumgaqo-mveliso wolawulo lwemveliso. Lapha, ulwazi lweemarike luyisiseko sokwenza izigqibo ezibalulekileyo, kwaye ukuqinisekiswa kungakhangela ngexesha lokuthengiswa kweempahla.
Ngenxa yeso sizathu, umbuzo wento yokuthengisa, idlalwa ukuba yindlela yokulungiselela, ukudala, ukuvelisa nokuthengisa izinto ngokusekelwe kuhlalutyo olufanayo lweemarike kunye neemfuno zabathengi. Eyona nto ephambili ekuthengiseni ingabizwa ngokufunda ngokubanzi kwiimarike, ukuthanda kunye neemfuno, ukuqhelanisa ukuveliswa kwezi mfuno, impembelelo esebenzayo kwimarike ngokwalo, ukubunjwa kweemfuno.
Psychology yokuthengisa
Akukho nxi Iingcali ezikwinkalo yolawulo, inokuthiwa yinto ephambili ngexesha leengxoxo zoshishino. Ingundoqo yentengiso kukubonisa imveliso, okanye iinkonzo ezinikezelweyo, kubaxhasi ngendlela efanelekileyo, yintoni eyenziwa ngeendlela ezahlukeneyo. Indlela echanekileyo yabathengi ngabathengi enye yeendlela. Khangela ukuba akunzima kakhulu, ukuba uhlalutya imarike kwangaphambili kwaye ufunde iimfuno zabathengi.
Iyintoni ukuthengiswa kwemilingo?
Ikamva elizayo kubalulekile ukwazi ukuba ukuthengiswa kwemilwane yiseti ethile yezinto zokuthengisa ezingathengisi nje iinkonzo, okanye iimpahla, kodwa kwimbali yombutho. Ngoncedo lwayo, kukho ithuba elinjalo lokubonisa kubo bonke abasebenzisi abanokuba ngabathengi, abathengi, ababoneleli kunye namaqabane kunokuba inhlangano ihluke kwiinkqubo zokhuphiswano. Ezinye iingcali ziqonda inani elinamaphepha afanelekileyo afana neekethi zokuthengisa. Baqinisekile ukuba kwizinto ezinjalo kufuneka kube nebali malunga nomvelaphi wenkampani, indlela ehamba ngayo.
Iingenelelo kunye nokungalunganga kokuthengisa
Ukuthengisa kunamathuba amaninzi kwishishini. Phakathi kwezibonelelo:
- ithuba lokubonisa inkampani ngokukhanya;
- unako ukuthetha malunga nombutho kubathengi;
- kufumana amashishini kunye nokuba yinkampani engcono;
- ufunde iimfuno zabathengi bexesha elizayo.
Iingcali zibiza ukungahle kwenzeke ukuthengisa:
- phiswano;
- imfuneko yokuqalisa imali;
- ingozi yokungasebenzi ekukhuthazeni imveliso yenkampani.
Iinjongo kunye neenjongo zokuthengisa
Kuyinto yesiko ukuhlukanisa phakathi kwezi njongo zokuthengisa:
- Uhlalutyo, uphando kunye nokuvavanya iimfuno zabathengi bamanje kunye nabazayo kwiimveliso zenkampani kule mimandla enomdla.
- Ukuqinisekisa ukuphuhliswa kweenkonzo ezintsha kunye neempahla zombutho.
- Uhlalutyo, ukuvavanya nokubikezela imeko yeemarike. Uphando lomsebenzi wabaqhubi.
- Ukuqulunqwa komgaqo-nkampani.
- Ukuphuhliswa nokuvunywa kwamanani.
- Ukuqulunqwa kolawulo kunye namaqhinga okuziphatha kweemarike zentlangano.
- Ukuthengiswa kwemveliso okanye iinkonzo zenkampani.
- Ukuthengisa.
Imigaqo yokuthengisa
Kubalulekile ukuba zonke iinkokeli zenkcubeko ezizayo azikwazi kuphela iziseko zokuthengisa, kodwa nokuqonda imigaqo yayo. Ngaphansi kwemigaqo yokuthengisa, qonda izinto ezisemgangathweni zemisebenzi yokuthengisa ezenza imimandla ebalulekileyo yokusebenza kubo bonke abathathi-nxaxheba kumjikelezo wokudala nokuthengisa imveliso okanye inkonzo. Oku kuyintloko yokuthengisa. Ngombulelo kwimimiselo yokuthengisa, le nkqubo inokubambisana. Zibiza imigaqo-siseko enje yokuthengisa:
- Ubunye bezo ngcamango njengeqhinga kunye namacebo, okuya kunceda ukusabela ngokukhawuleza kwiinguqu ezahlukeneyo kwimfuno.
- Ukuba kwintengiso ngexesha apho kuthengisa ngempumelelo.
- Ukuveliswa kunye neentengiso kufuneka zihambelane nemeko kwiimarike kunye neemfuno zabathengi bexesha elizayo kunye namakhono ombutho ngokwawo.
- Iimfuno zidibene kwaye ngelo xesha zihambelana nenqanaba lobugcisa nophuhliso lobugcisa.
Imisebenzi ephambili yokuthengisa
Kuyinto yesiko ukuhlukanisa phakathi kwemisebenzi yokuthengisa:
- Uhlalutyo - uphando kunye nokuvavanya imisebenzi yangaphandle nangaphakathi yoshishino.
- Ukuveliswa - ngumbutho wokuveliswa kwempahla emitsha, ukuphathwa kwekhwalithi.
- Ukuthengisa - umbutho wendlela ethile yokuhambisa impahla.
- Ulawulo nolawulo - umbutho wolawulo olucwangcisiweyo kunye nocwangciso.
- Ukuqulunqwa - ukusekwa kwemfuneko ephambili.
Iintlobo zokuthengisa
Ngokuhambelana nomgangatho wesicelo, ezi ntlobo zentengiso zibizwa ngokuba:
- zoshishino;
- umthengi;
- utyalo;
- iinkonzo zokuthengisa.
Ukunikezelwa kweemeko kwiimarike, kuyinto yesiko ukunika ezo ntlobo:
- Ukuguqulwa - kusetyenziswa kwiimeko xa ixabiso lingahambelani kwaye inxalenye enkulu yemarike ayikwazi ukuwamkela umkhiqizo kwaye ayikwazi ukuhlawula ukwenqaba ukuyisebenzisa.
- Ukuthengisa okukhuthazayo- kuhambelana nokufumaneka kweempahla kunye neenkonzo ezingenakudingelwa ngenxa yokugqibelela, okanye ukuphazamiseka kwabathengi.
- Ukuphuhlisa - kuhambelana nokukhula kweemfuno zeenkonzo okanye iimpahla.
- Ukumaketha kwakhona- eyenzelwe ukuvuselela imfuno ngexesha elihlukeneyo lokuthinteka kwimiba, okanye iinkonzo.
- Ukuvumelanisa ngokuchanekileyo - faka isicelo sokuguqulwa kwemfuno.
- Ukuxhasa - sebenzisa kwiimeko apho izinga kunye nesakhiwo semfuno yeempahla zihambelana nesakhiwo sesiphakamiso.
- Ukuchasene - kusetyenziswe ukunciphisa ukuncipha kweemfuneko, kuthathwa kwimeko yokujonga uluntu njengengqiqo.
- I-Demarketing - isetyenziselwa ukunciphisa imfuno yemveliso kwiimeko apho imfuneko ingadlula ukunikezelwa.
Ukuthengisa kunye nentengiso
Ngokuxhomekeke kwinjongo, kuyisiko ukuhlukanisa phakathi kwezi ntlobo zentengiso ekuthengiseni:
- Ulwazi - lisetyenziselwa ukwazisa abathengi malunga nokubonakala kwimarike yeenkonzo ezintsha kunye neempahla.
- Okubangela ukuba kuqulunqwe imfuno yokhetho.
- Ukuthelekiswa - ukuthelekisa iimpawu ezisisiseko zeempahla ezinempahla efana neyokukhuphisana.
- Ukukhumbuza - ukuthengiswa kweempahla eziye zanqoba iimarike zemveliso.
Endaweni kunye nendlela, ezi zilandelayo zibizwa ngokuba:
- Kwimidiya -kumabonakude nakwiinkqubo zethelevishini, kwi-radiyo, kwiikholamu zamaphephandaba kunye namaphephancwadi, iikhathalogu.
- Ngaphandle - iikhoke kunye nolwazi oluthile, iimpawu zokugcina, iibhokisi ezikhanyayo.
- Kwizothutho - ukuthengiswa kwiindlebe, ukupapashwa kweentengiso kwi-cabin;
- Ukuthengiswa kwesosiza-ukuzakhela okhethekileyo iiholo zokurhweba, iintsimbi zomgangatho.
- Iincwadi zecala, iikhalenda, iincwadana, amakhadi omashishini, ii-postcards.
- Ulwazi olukhangele ngqo ngeposi, izinto ezinikezelwe ngesandla kunye nokukhangisa, ulwazi kwifowuni, amaphephandaba namaphepha kunye namaflaya.
- I-Souvenir - iipenki zamanzi kunye neenkcukacha zokubhengezwa kunye ne logo, amabheji anikeziweyo, iifolda ene-adversi ethile, amabhukumaka.
- Kwi-intanethi- imeko, ukubonakaliswa kwe-Intanethi yenkampani, imidiya, ukuthumela kubhalisi, ukulungiswa kwenjini yokukhangela.
Imibala ekuthengiseni
Intengiso nganye isebenzisa imibala , nganye leyo ithatha ulwazi oluthe ngqo:
- Olubomvu ufuzisela amandla okanye ukuphuthuma, kubizwa ukuba kukhuthaze, kodwa kuthiwa iphikisana. Ngoko ukugqithisa kombala kungathi udlame, ngoko ke iingcali zincoma ukuba zisebenzise ngokulinganisela.
- Oluhlaza lufanekisela ulutsha, impilo kunye nothando lobomi. Ngokuqhelekileyo kusetyenziswa ngamashishini anokwelapha.
- Oluhlaza okomvu limela amandla Ngokuqhelekileyo unxulumene nokuthula, ubulumko kunye namaphupha. Umbala udala umuzwa wokuthembela, ukhuseleko, kuba iibhanki ezininzi zinokuwusebenzisa.
- Uluhlaza lufanekisela ulonwabo kunye nelanga kwaye luvuyisa kwaye lukhuthaze. Umbala ophuzi obomvu ungaba yinto efanelekileyo yokuthengisa kunye nezenzo ezahlukeneyo, kuba umbala wokuvuleka kunye noonxibelelwano loluntu.
- I-Orange - i-tonic, i-fresh and fruity, ingabonakalise kuphela ukuthetha kodwa kunye nobugcisa. Ngokudibene nemibala efana nobomvu nephuzi, iya kunceda ukwandisa ukuthengisa. Efanelekileyo kwiindawo ezinxibelelwano lweselula, ukutya, ukuqina kunye nemidlalo.
Iincwadi zokuthengisa ezifanele ukufunda
Fumana ulwazi olufunekayo ekulawuleni kwaye ufunde okokuthengisa okunjalo kuya kunceda uncwadi olukhethekileyo. Iingcali zibiza iincwadi ezilungileyo kakhulu zokuthengisa :
- D. Moore "Ukulwa nelasha. Indlela yokuzisa umkhiqizo wezobuchwepheshe kwiimarike ezithengiswayo " - unikezelwa kwezobuchwepheshe obuphezulu. Iingcebiso kunye nemizekelo ingasetyenziswa kwishishini kunye nezoshishino.
- B. UHarry "Ukuthengisa okungabonakaliyo" - uxelela malunga nokuguqulwa kwenkonzo ejoliswe kumthengi, okwenza kucacise ukuba ukuthengisa kubaluleke njengengxenye yempumelelo njengolawulo.
- R. Chaldini "Psychology of Influence" - iya kutyhila iimfihlelo ezimele zenziwe ukwenzela ukuba umthengi ngamnye kwixesha elizayo alinakuzikhethela kumncintiswano.
- UK. Anderson "Umsila Omude" - uxelela ngemikhwa yokuthenga nokwamkela ulwazi kwi-intanethi kwaye zeziphi izixhobo ezinokuthi ziqwalasele iimfuno zomntu othile.