Ngaba ukhe weva nge ukuthengiswa kwentlalo?, Ukuthengiswa kwentlalo kunokuchazwa, ngendlela elula, njengokusetyenziswa kweendlela ezisetyenziswa yimarike ukusasaza iingcamango eziluncedo kuluntu. Eyona njongo iphambili yenza abantu bamkele iingcamango okanye imikhwa eyakhayo kunye/okanye baphephe izimo zengqondo eziyingozi.
Kule post siza kukuxelela kancinci malunga nale seti yeendlela kunye nophando olwenziwayo ukuphucula ukuthengiswa kweemveliso.
Yintoni intengiso yoluntu?
Ngokufutshane, kunokutshiwo oko olu hlobo lokuthengisa alufuni ukuthengisa, kodwa inguqu enzulu yoluntu.
UPhilip Kotler, omnye wabasunguli be "intengiso yanamhlanje", ichaze "njengoyilo, ukuphunyezwa kunye nokulawulwa kweenkqubo ezenzelwe ukunyusa ukwamkelwa kwengcamango okanye unobangela wentlalo ngamaqela athile ekujoliswe kuwo". Ukwenza oku, izixhobo zisetyenziswa kule ntengiso njengakwintengiso yemveli. Oko kukuthi, intengiso kunye nophando lwemarike, kodwa ibeka iinjongo ngaphaya kwentengiso nje yemveliso okanye inkonzo.
Iintlobo zentengiso yentlalontle
Ukutyhubela iminyaka, intengiso yamkele iindlela ezahlukeneyo zokusetyenziswa, ngokuxhomekeke kwindlela efunwayo, esinazo ezi ntlobo zilandelayo:
- Intengiso yeNtlalo yangaphakathi. ijongana njani ukuphuhlisa nokukhuthaza utshintsho kwinkcubeko phakathi kwabamkeli abanxulumene namajelo eendaba, kubandakanywa abezopolitiko, iinkokeli zentlalo, iingcali, ootitshala, iinkcuba-buchopho, abameli bamaqela oshishino, imibutho yabasebenzi, njl.
- Intengiso yeNtlalo yaNgaphandle. Ibandakanya iintengiso kunye namaphulo opapasho, intlalo kunye nenkcubeko, njengendlela yokunxibelelana kwezentlalo esetyenziselwa ukukhuthaza utshintsho lwemilinganiselo. Injongo kukuseka indlela yokunxibelelana neenqobo kunye nezimo zengqondo kuluntu kunye nokudala i-matrix yezimvo malunga nendlela abantu ekufuneka bacinge ngayo, bazive kwaye benze ngayo. I nabezindaba ngumzekelo wolu hlobo lwentengiso, enokufikelela kwinani elikhulu labantu ngexesha elifutshane.
- Interactive Social Marketing. Ungenelelo loluntu (abantu) abafumana imisebenzi ii-arhente zokwenziwa ngokukwazi kwabo ukugxeka kunye nokuhlalutya ulwazi ngelixa beseka ubudlelwane be-causal ngokusebenzisa inkqubo yengqiqo, xa benemilinganiselo enefuthe elihle kwimicimbi yentlalo, uphuhliso, iinkolelo kunye nesimo sengqondo.
Izixhobo
Ngoko ke, onke amaphulo okuthengisa intlalo kufuneka a imveliso yoluntu. Ngokuxhomekeke kuhlobo lweemfuno onazo, siya kufumana iimpawu ezahlukeneyo:
- Imfuno emehlweni. Kudla ngokubakho iimeko ezichaphazela uluntu ngokubanzi. Ingaba ngubhubhani, uhlaselo okanye ingxaki enkulu yezoqoqosho. Ngelo xesha, inkampani inethuba lokugqiba ukuba ingaba nenxaxheba kwisisombululo kwaye, ukuba kunjalo, njani.
- Ityala elenzakalisayo. Ezinye iingxaki zentlalo, ezifana nokungcakaza, iziyobisi okanye izifo ezifihlakeleyo, nazo zibangela indlela yokuziphatha eluntwini, kwaye rhoqo kwiinkampani. Kukwezi ntlobo zezenzo apho baphela benengeniso yenkampani ebebengenakuyifumana.
- Imfuno engabonakaliyo. Ngokungafaniyo nezi zangaphambili, injongo yayo kukwenza uluntu luzichonge ngezenzo ezithile. Umzekelo woku lurhatya lwesisa olubanjwe zizo zonke izixeko okanye amaziko osasazo ukunyusa imali yomsitho woluntu.
Ukongeza koku, kukho ezinye iintlobo zeemfuno zentlalo ezivelisa iindlela ezahlukeneyo zokuziphatha zokuthengisa. Ngabo bonke abantu abaziqhelanisa neentswelo ekufuneka uluntu luzigubungele.
imizekelo yentengiso yentlalontle
iqela lezandla ezidibeneyo
Le mizekelo isibonisa yonke into ngendlela ebonakalayo kwaye ikunika neembono. Nantsi eminye imizekelo yentengiso yentlalontle (yeshishini kunye nengekhoyo):
- IKEA. Inkampani yaseSweden idibene ne-Red Cross ukwazisa ngemfazwe eSiriya kwaye ivelise i-replica yendlu yaseSiriya kwivenkile yayo, apho ulwazi malunga nemeko yelizwe lunokufundwa.
Ukongeza, banelinye iphulo “Izilwanyana Ezifuthaniselwe Imfundo” apho inkampani isebenzisana ne-Unicef kunye noGcina abantwana kwiMfundo yabantwana abasemngciphekweni wokungabandakanywa ekuhlaleni. Ngesilwanyana ngasinye esithengiweyo, inxalenye yesixa iyakwabelwa isizathu esichaziweyo. - EAUSONIA. Ngaphantsi kwesilogeni "Joyina, umzuzu ngamnye ubala", U-Ausonia uye wanceda ukuxhasa ngemali iiprojekthi zophando lomhlaza webele ukususela ngo-2009. Ngesi sihlandlo, isebenzisana ne-AECC (i-Spanish Association Against Cancer), ngokubambisana neprojekthi yophando kaDkt Joaquín Arribas. Injongo kukufumana inkxaso-mali yokufumana olunye unyango kwiintlobo ezahlukeneyo zomhlaza wamabele.
- Ifonti uVella. Uphawu lwamanzi aseSpain lwenze iprojekthi ethi "Eres Impulso" yokwandisa ukubonakala kwabasetyhini abarhwebi kunye nokuphelisa i-stereotypes yesini ukukhuthaza ukulingana. Enye yeeprojekthi zakhe yiprojekthi Chroma Sum.
Eminye imizekelo yileyo yeStarbucks kunye neFairTrade ye “ikofu elungileyo” okanye iLidl nayo tshokoleji ukuthengisa okungcono.
Le ibe yimizekelo embalwa nje emifutshane, kodwa ukuba uphonononga ngakumbi kwicandelo le-CSR (uXanduva lweNtlalo yeNtlalo) yeenkampani, uya kubona ukuba ngokwenene zonke zineprojekthi yentlalo okanye yokusingqongileyo. Ndiyathemba ukuba oku kufunda kube luncedo kuwe, kwaye kukwenza ubone iinkampani kunye noMbutho ukusuka kwelinye imbono.