El ixabiso kwintengiso Ibandakanya enye yezinto eziguquguqukayo ezisisiseko ukumisela iinjongo esifuna ukuziphumeza malunga nokubeka inkampani yethu kwindawo yentengiso. Fumana ukubaluleka kwayo kweli nqaku.
Into yokuqala ekufuneka uyazi
Okokuqala, kuyimfuneko ukuchaza ngombono olula wokuba yintoni ukuthengisa?Ngokusisiseko sinokuyichaza njengeseti iyonke yemisebenzi, iinkqubo kunye nezicwangciso ezifuna ukubeka inkampani okanye uphawu kwimarike, sibanika Ingqikelelo, iiparamitha kunye neempawu ezizodwa ezitsala umdla kwaye zigubungele ubukhulu becala okulindelweyo, ukhangelo kunye neemfuno zomthengi.
Okwangoku, sisixhobo esiluncedo kakhulu, kuba sinoxanduva lokufunda ngokucokisekileyo izicwangciso ezahlukeneyo ezisetyenziswa kuhlobo oluthile lwentengiso kunye nemveliso, ukusuka ngokubanzi ukuya kwinto ethile ukuze kuphunyezwe iindlela ezivumela ukuthengisa ngeyona ndlela iphumeleleyo. izinto ezinokuthi zithengiswe.
Kwintengiso sihlala sithetha nge-4Ps, ezi: ixabiso, imveliso, indawo kunye nokukhuthazwa. Nangona kunjalo, xa unombono kwaye ngenxa yoko isigqibo esiqinileyo sokuwenza, kuyafuneka ukuba ube nalo lonke ulwazi olufanelekileyo kunye nezixhobo eziyimfuneko zokufezekisa loo mbono.
Nawuphi na umntu okanye inkampani efuna ukuthengisa imveliso, ewe, baya kufuna ukuyibeka njengeyona ilungileyo kwimarike kwaye ngenxa yokuba le yokugqibela idla ngokuguquka kwaye abathengi kunye neemfuno zabo ziyatshintsha, iinkampani kufuneka zisoloko zifumana indlela yokwanelisa. zikhuthaza ezo mfuno.
Yintoni ixabiso kwintengiso?
Sonke sihlawule ixabiso lemali ekufumaneni imveliso kwaye nangona ungayiboni, kukho iimeko zabo bobabini umthengisi kunye nomthengi ezimisela isixa sexabiso elichazwe kwimali yangoku yemveliso.
Eli xabiso yiloo nto esiyibiza ngokuba yixabiso kwaye ngokusisiseko yimali kwimali yangoku ukuba umthengi uya kukulungele ukuhlawula imveliso okanye inkonzo ehlangabezana neemfuno zabo ezithile okanye ihlangabezana neemeko ezifunekayo ukwenza inzuzo. Kwelinye icala, ngokwembono yomthengisi, sisixa angathanda ukusifumana, ukuba nje uyanelisa umzamo wokunikela ngemveliso okanye inkonzo ethile.
Qaphela ukuba ixabiso ayililo elifunwa ngomnye wamaqela kwintengiselwano, kodwa yindawo yokulinganisa phakathi kokwanelisa iimfuno zomthengi kunye nokuvuza imizamo yomthengisi.
Ukuze ufunde ngakumbi malunga nale ndlela, siyakumema ukuba ufunde i iintlobo zokurhweba apho uya kuba nombono ongcono wokufumana olo lungelelwano.
Izinto ezigqiba ixabiso kwintengiso
Kweli nqaku, siza kuthetha ngokubaluleka kwexabiso kwintengiso kwimbono yomthengisi, ekubeni ukuphumeza ulungelelwaniso olugqibeleleyo kufuneka sihlale sikhumbula ukuba ixabiso lihambelana ngokuthe ngqo kwimpumelelo esiya kuyifumana ngokuthengiswa kwethu. imveliso, ngaphandle kokuthabatha ukubaluleka kwezinye izinto. Ngaloo ndlela, xa sibeka ixabiso, kufuneka sithathele ingqalelo uthotho lwezinto eziza kudlala kwaye sithathe indima ebalulekileyo ngokwazo. Ezi zinto zezi zilandelayo:
Umlinganiselo weendleko-nzuzo
Umlinganiselo weendleko nenzuzo uquka ukugqiba ukuba yintoni endiza kuyichitha kwimveliso yemveliso, kubandakanywa inkqubo nganye, oko kukuthi, ukuqokelelwa (ukukhangela nokuthenga imathiriyeli ekrwada), ukubeka esweni nokulawula, ukulungiswa imveliso kwiimfuno zomthengi de ufikelele kwisiphumo sokugqibela kunye nenzuzo oya kuyifumana xa imveliso igqityiwe kwaye iziswe emarikeni.
Ukuphanda nzulu kancinci, siyakumema ukuba ufunde malunga imajini yenzala kwaye ufunde ukuseta ngokuchanekileyo.
Iimfuno zoshishino
Iimfuno zemarike zezo ukwaneliseka kwazo kuxhomekeke kwiinkampani ezibonelela ngempahla kunye neenkonzo kwaye, ukuya kuthi ga kwinqanaba elifuna ukuhambelana nokuthanda kwabathengi. Ngokufanayo, le nto iya kulungiswa ngezinto ezininzi ezinje: amaxesha onyaka, iteknoloji, ukufikeleleka, ukuhlukaniswa kweemarike, phakathi kwabanye, umzekelo: ukuthengiswa kwee-heaters ebusika.
Iimpawu zeMarike
Kufuneka sigxininise ukubaluleka kwalo mba, kuba izicwangciso kufuneka zichaneke kakhulu ukuze zingene kuhlobo lweemarike ezijoliswe ukuba ziqwalaselwe. Kuyimfuneko ukuvavanya imida nganye evezwayo, ukuze ube neengcamango ezicacileyo zendlela yokungena kuhlobo oluthile lweemarike, ukuvavanya amathuba alo, ixesha lobukho kunye nohlobo lomthengi.
Umbono wabathengi
Abathengi babona ixabiso elisekelwe kwizinto ezininzi eziza kwakha umbono "wexabiso elifanelekileyo". Ezi zinto ziyinxalenye yemarike apho imveliso ifumaneka khona kwaye ngokusisiseko ziyi: ixabiso eliphakathi xa lithelekiswa neentlobo ngeentlobo zemveliso efanayo, elona xabiso liphantsi neliphezulu lemveliso enikezelwayo, ixabiso lokhuphiswano kunye nexabiso elonyusa imveliso yakho. inzuzo.
Amaxabiso okhuphiswano
Amaxabiso okhuphiswano aya kukunika umbono woluhlu onokuthi ubeke olwakho, ke oku kunempembelelo enkulu ekumiseleni isixa ojonge ukusiseka.
Ukuba ixabiso ofuna ukuliseka lingaphezulu kakhulu kwelo lokhuphiswano lwakho, kufuneka wenze uvandlakanyo olupheleleyo lwezinto ezingenelelayo ekusetheni okanye uqinisekise ukuba imveliso yakho ibonelela ngenqanaba eliphezulu lokwaneliseka kumxhasi wakho, kuba unokuba uyiqikelele kakhulu. kwaye izise ilahleko ngexesha elifutshane.
Ukuba, kwelinye icala, ixabiso lakho lingaphantsi kakhulu kwelo lowo ukhuphisana naye, kufuneka wenze uvandlakanyo olusekwe ekubeni ungayijongeli phantsi nayiphi na into emiselayo kwaye uqinisekise ukuba imveliso yakho iyazifezekisa iimfuno zemarike.
Kwimeko nayiphi na into, kufuneka uthathele ingqalelo ukuba lo mahluko uvakaliswe ngokwaneleyo ukuchaphazela ukhetho lwabathengi, ekubeni izixhobo ezahlukeneyo zokungena okanye ukuzinza kwemveliso ziphunyezwa kuyo nayiphi na imarike yemveliso, kwaye ixabiso litshaneli ngokugqwesa ngokugqwesileyo.
Imekobume yoqoqosho olukhulu
Kukho izinto ezingenakuphathwa ngumthengisi okanye ngumthengi. Ezi zinto zimeko yoqoqosho olukhulu lwendawo apho imarike ikhoyo kunye noqikelelo kwixesha elifutshane.
Ke ukuseta ixabiso lakho, kufuneka uqaphele izalathi zoqoqosho ezibhengezwe ngabasemagunyeni bezemali belizwe lakho. Ezi zinokukunika umbono wokuziphatha anokuthi amaxabiso abe nawo kwixesha elifutshane ngokuvela kwamaxabiso okunyuka kwamaxabiso okanye ireyithi yonaniselwano.
Ixesha leMveliso
Uninzi lweemveliso zinobomi beshelufu, okuya kuxhomekeka kumthengi ngokuqinisekileyo. Ke, nganye kwezi zinto zinxulumene ngokuthe ngqo, kuba ngokuba nombono othile wemveliso ofuna ukuyenza, uya kukwazi ukuba loluphi uhlobo lomthengi ekujoliswe kulo kwaye ukuba luyaqhubeka ekuhambeni kwexesha, kuthathelwa ingqalelo ukuba kukho. iimveliso ezibekwe kwimarike kwaye sele zisezandleni zomthengi ngenxa yomgangatho wazo zinexesha elide.
Ngexesha lokuseka ixabiso lemveliso yethu, kufuneka ukuba sele sidlule kulolu chungechunge lweemeko zokumisela ukuba ngokuqinisekileyo kuya kusivumela ukuba siqhubele phambili ukuba sibe sele sisekuqinisweni kwexabiso. Kuya kufuneka sithathele ingqalelo ukuba ngalo mzuzu wokuphuhlisa umbono kunye nokwenza iprojekthi ehambelanayo, okufanayo ngese nganye kuya kufuneka isibonise izibonelelo zokuyenza.
Iinjongo zexabiso kwintengiso
Kubalulekile ukubonisa ukuba ixabiso lokuthengisa liya kugqiba inqanaba lengeniso yeenkampani; nangona kunjalo, ukuyibeka akuyomfuneko ukuthobela le njongo inye. Ezinye iinjongo ezilandelwa lixabiso kwintengiso zezo zijolise:
Imivuzo
Ezi njongo zisekwe ngokubanzi nje ukuba imveliso ingene kwimarike enqwenelekayo kwaye ijolise ekwandiseni inzuzo yenkampani okanye ukuphumeza injongo efanayo.
Intengiso
Amaxabiso anokulandela izicwangciso zokuthengisa ezivumela ukuba inani lemfuno yemveliso likhule okanye linyuse ubukho bayo kwimarike.
Ubume bemveliso
Ezi njongo zijolise ikakhulu ekudaleni umfanekiso weempawu ezithile zentlalo noqoqosho phambi kwemveliso phambi kokhuphiswano okanye ukuzinzisa amaxabiso kwimarike.
Ubuchule bokwenza amaxabiso kwintengiso
Isicwangciso samaxabiso ngokubanzi silandela iimeko zomjikelo wobomi bemveliso. Ngale ndlela, izicwangciso ezahlukeneyo zidla ngokulandelwa njengoko iinjongo zilandelwa ngemveliso. Ezona zibalulekileyo zezi:
Ukungena kwimarike ngexabiso kwintengiso
Ibandakanya ukuseta amaxabiso angaphantsi komndilili wexabiso lemarike, kodwa iqinisekisa ubuncinci bengeniso yomda. Esi sicwangciso sidla ngokusebenza kwaye akufanele sande ixesha elide. Ngokuqhelekileyo, ngokukhawuleza itsala inani elikhulu labathengi abaya kuvumela ukubeka imveliso kwimarike. Elinye lamasebe asebenzisa isicwangciso kakhulu lelo lokucoca iimveliso.
Amaxabiso e-skimming kwintengiso
Esi sicwangciso-qhinga, esisetyenziswa ngokubanzi kwizinto zombane ezifana neekhompyutha kunye neeselfowuni zesizukulwana samva nje, siqulathe elona xabiso liphezulu linokwenzeka kwimarike kuphela kubathengi abanomnqweno kunye nokukwazi ukuyifumana.
Emva kokuba inyathelo lokuqala liphunyeziwe kwaye imeko yemveliso isungulwe, ixabiso liyancitshiswa ngokuthe ngcembe ukuze libandakanye amanye amacandelo aphantsi emarike.
Product Line Marketing Amaxabiso
Ngokubanzi, iinkampani zidla ngokubhenela kwesi sicwangciso, esijolise ekwandiseni ukuthengisa okanye ukubeka ngcono imveliso kwimarike. kwaye ibandakanya ukunikezela ngoluhlu lweemveliso kunye ezikhokelela kumaxabiso aphantsi kunamaxabiso azo. Esi sicwangciso sixhaphake kakhulu kwi-makeup okanye kwimveliso yococeko lomntu.
amaxabiso entengiso
Ifuna ukugcina isabelo semarike yeemveliso. Zisetyenziswa njengenkuthazo kubathengi ukugcina ukunyaniseka kwabo kwi-brand kwaye ziquka ukusetwa kwamaxabiso ngamaxesha angaphantsi komndilili wokuqinisekisa ubukho kwimarike.
Njengoko ubona, ixabiso kwintengiso sisixhobo esinamandla esiphembelela ukuzimisela kwabathengi ukuthenga imveliso yakho. Vavanya iingcebiso esikushiyile kwaye uqalise ukusebenza!