Thola sibonga lokhu okuthunyelwe konke mayelana marketing mix. Kunayiphi incazelo? Futhi uthole ugqozi ngobuchule ezisombululweni ezingaba khona
Ingxube yokuthengisa
La marketing mix noma inhlanganisela yokumaketha, ichazwa njengokuhlaziya okwenziwa izinkampani, izinhlangano noma imikhiqizo ngamasu eziwasebenzisile ezicini zangaphakathi, futhi ngaleyo ndlela zikwazi ukukala okuhlukile okubaluleke kakhulu kunoma yisiphi isakhiwo senhlangano esinjengomkhiqizo, intengo, ukukhushulwa futhi ekugcineni ukusatshalaliswa noma indawo.
Lona omunye wemiqondo yokuthengisa esetshenziswa kakhulu emhlabeni njengoba ihlale ifuna ukulinganisa isici ngasinye esisisiza ukuba sizihlukanise njengophawu.
Inhloso eyinhloko yenhlanganisela yokumaketha ukuhlaziya okujulile nokuphelele kokuziphatha okuhlukile kokubili kwezimakethe lapho sisebenza khona kanye nabasebenzisi bethu noma amakhasimende. Lokhu ukuze sikwazi ukukhiqiza izenzo ezahlukene ukuze sikwazi ukukhiqiza ukwethembeka kumakhasimende ethu futhi sikwazi ukuwagcina ngokwanelisa ngayinye yezidingo zawo.
Uma sifuna ukusebenzisa lolu hlobo lokumaketha enhlanganweni yethu, sidinga ukuzibuza imibuzo ehlukene ukuze sihlanganise ngayinye izici zengxube yokumaketha ihlanganisa. Phakathi kwemibuzo okufanele sizibuze yona siyayithola:
- Yiziphi izidingo okufanele ngizihlanganisele amaklayenti ami? Njengenhlangano kubalulekile ukuba kucace mayelana nezidingo umkhiqizo noma isevisi yami ezihlanganisayo, ukuze kuthi lapho sizethula sazi ukuthi singaluthola kanjani lolu lwazi ngokucacile nangokushesha kubasebenzisi bethu noma amakhasimende ethu.
- Ziyini izindleko zalokhu kwaneliseka? Uma sesivele sesihlonze ngesikhathi esifanele isidingo ngasinye sekhasimende lethu, kuyadingeka ukuthi sihlole ukuthi yiziphi izindleko zokutshala izimali ezikhiqizwa yilokhu nokuthi iyimalini inzuzo ekutshalweni kwezimali esizoba nayo.
- Isiphi isiteshi sokusabalalisa esihamba phambili? Ngemva kokuchaza izidingo kanye nezindleko, kufanele sihlole ukuthi yiziphi izinketho ezingcono kakhulu zokukwazi ukuletha umkhiqizo wami. Lokhu kungaba sesitolo esiphathekayo noma ehhovisi, okubalulekile ukuthi sazi ukuthi singaphatha kanjani ezinye izindlela ezihlukile ezingase zisebenzele ikhasimende ngalinye noma abasebenzisi bethu.
- Ngikwenza kwaziwe kanjani? Ngenxa yentuthuko yezobuchwepheshe eyenzeka nsuku zonke, thina njengebhizinisi, inkampani noma umkhiqizo sinezinkundla eziningi ezitholakalayo esingamemezela ngazo imikhiqizo noma amasevisi ethu ngendlela enethezekile, esheshayo neguquguqukayo.
Kule mibuzo kutholakala amaphuzu amane okuhlaziya esiwanqume ngaphambilini, okuyiwo Pumkhiqizo, Pkuqinile, Plasso futhi Pukukhushulwa, ezaziwa kungxube yokumaketha njenge 4P.
Ama-4Ps wemiksi yokumaketha
sesivele sichazile Ithini imiksi yokumaketha? Futhi yimiphi imibuzo echaza noma ephula ama-4Ps awaziwayo. Manje sizochaza ngayinye yalezi zici zemiksi yokumaketha.
Umkhiqizo
Uma sihlaziya Uyini umkhiqizo? Ngaphakathi kohlelo lwethu lwenhlangano sithola ukuthi ingesinye sezisekelo ezibaluleke kakhulu ngaphakathi komkhiqizo wethu. Umkhiqizo yilokho esizokunikeza amaklayenti ethu noma abasebenzisi ukuze banelise izidingo zabo. Umkhiqizo ungaba obambekayo noma ongaphatheki, lokho kuzoncika kulokho esikunikezayo noma okuhle noma isevisi.
Uma sisesigabeni sokuthuthukiswa komkhiqizo, kufanele sihlole ukuthi lokho esizokunikeza amaklayenti ethu akusasa kuzoba nesidingo esamukelekile yini emakethe. Ngakho-ke, abathengisi bethu kufanele benze ucwaningo lwemakethe oluhlanganisa umjikelezo wempilo womkhiqizo esiwuthuthukisayo ukuze sithole ukuthi umkhiqizo osebenzayo noma cha.
Uma sikhuluma ngomjikelezo wempilo yomkhiqizo, kufanele sazi ukuthi kunezigaba ezine zomkhiqizo ngaphakathi kwengxube yokumaketha, okuwukuthuthuka, ukukhula, ukuvuthwa kanye nokwehla. Lezi zigaba yizo okufanele sizicabangele ukufunda nokuhlaziya njalo lapho sifuna ukwethula umkhiqizo omusha emakethe.
Kubalulekile ukuqonda ukuthi kulezi zici zengxube yokumaketha, abathengisi babalulekile ukuze basinikeze impendulo ephelele yokuthi umkhiqizo wethu ubonwa kanjani, yini esingayithuthukisa nendlela okufanele siyenze ngayo. Zingasisiza futhi ukuthi sichaze ukuthi singahluka kanjani ngokufanelekile ngaphakathi kwemakethe.
Ukuze sichaze kahle umkhiqizo phakathi kwengxube yokumaketha, kufanele sicabangele izici ezihlukene:
- Lifunani ikhasimende? Kuya ngesici semakethe lapho sitholakala khona, kufanele sihlole ukuthi yiziphi izidingo ezidalwe ngaphakathi kwamakhasimende ethu noma abasebenzisi, ukuze sazi ukuthi singahlasela kanjani lezi zikhala futhi sikwazi ukuba uphawu oluyinkomba phakathi kwabo. .
- Usetshenziswa kanjani umkhiqizo wethu? Lesi yisici okufanele sisichaze kahle, lokhu ngenhloso yokuchaza ukusetshenziswa kwaso ngendlela ebambekayo futhi sigweme ukuthi ngenxa yokuntula ulwazi umkhiqizo wethu ungaphumi.
- Ingasetshenziswa kuphi? Kanye nokuthi isetshenziswa kanjani, kuphi, kubalulekile ukuyinquma ukuze uma kuziwa ekuyikhangiseni, ibe ngenye yezinzuzo esizidalulayo.
- Izici zomkhiqizo: Enye yezinto eziyisisekelo zengxube yokumaketha ukwazi ukuthi sibachazela kanjani abasebenzisi bethu noma amaklayenti ukuthi ziyini izici zemikhiqizo yethu. Lokhu kuvela ngenxa yokufuna ukuchazela umphakathi ukuthi sikwazile kanjani ukuhlonza izidingo nokuthi sizozifeza kanjani. Kuyadingeka ukusungula izici ezithile ezigqamayo phakathi kwemikhiqizo yethu ukuze sikhuthaze ngokuqondile ukucaciswa okusivumela ukuthi siwuchaze kangcono umkhiqizo wethu.
- I-Nombre del producto: lapho sithuthukisa umkhiqizo kufanele sicabange ukuthi kufanele siwubize ngani. Kufanele sizame ukwakha igama elihehayo nelikhumbuleka kalula ukuze sihlale sinolwazi oluncane lwabasebenzisi bethu noma amakhasimende.
- Izici ezibukwayo: Lapho usungula izici ezibukwayo, kuyadingeka ukuthi inhlanganisela yokuthengisa ifake imibala namasayizi ahlotshaniswa nokuzuza ukuhlonzwa komkhiqizo noma inhlangano yethu.
Intengo
Lesi ngesinye sezici esizihlolayo kumasu ethu okuhlanganisa ukumaketha, okugxile ekutadisheni ukuthi ziyini izindleko nokuthi singangena kanjani emakethe ngendlela efanele, enikeza ibhalansi ephelele phakathi kwentengo nekhwalithi.
Ukusungula intengo phakathi kwenhlanganisela yokumaketha kubalulekile njengoba lokhu kuzosinika amandla okutshala imali kanye nenzuzo esinayo njengenkampani. Ukusetha izintengo ngaphakathi kwenhlangano yethu kuyisinyathelo esibalulekile okufanele sisihlaziye ngokucabangela ukuthengisa okumaphakathi kanye nesidingo somkhiqizo noma isevisi yethu.
Kuyadingeka ukuqonda ukuthi uma siqala, kufanele sihlole ngokucophelela izindleko esizikhokhisa emikhiqizweni yethu, ngoba uma singaziwa emakethe, mancane amathuba okuthi abasebenzisi noma amakhasimende azokhokha amanani aphezulu. Lokhu akusho ukuthi ngeke sikwazi ukulungisa amanani ethu kamuva, kodwa kuhlukile uma sikwenza ngemva kokuba sesikwazile ukufakazela ikhwalithi yemikhiqizo noma amasevisi ethu.
Lapho sihlaziya inhlanganisela yokumaketha sithola ukuthi amanani aphezulu naphansi anombono kukhasimende lethu ngalinye. Uma umkhiqizo unenani eliphansi kakhulu, abathengi bazocabanga ukuthi kuyinto enhle abangayidingi ngempela, ngakolunye uhlangothi, uma intengo ephezulu kakhulu, abathengi bazobona ukuthi intengo iphakeme kakhulu kuneyabo. izidingo. Yingakho kufanele sithole iphuzu lentengo eliphelele lomkhiqizo esifuna ukuwuxhasa ngengxube yokumaketha.
Uma sisungula izintengo zemikhiqizo yethu, kufanele sicabangele amasu ahlukene akwenza kube lula ngathi ukuthola le bhalansi ephelele, esingafinyelela kuyo ukungena emakethe, imakethe ngokwayo kanye nokungathathi hlangothi. Ngendlela efanayo, kufanele sithole indlela yokuphendula imibuzo ehlukene ukuze sithole inani ngenkathi sihlonipha izisekelo zengxube yokumaketha:
- Izindleko zokukhiqiza: Lapho sihlola izindleko zokukhiqiza kufanele sifake kokubili izindleko eziqondile nezingaqondile. Okuqondile kuhlobene neqiniso lokwenza umkhiqizo njengento eluhlaza, izesekeli, phakathi kwabanye. Nakuba izindleko ezingaqondile sihlanganisa ukukhokhelwa, izinsizakalo, izindleko zokuphatha, phakathi kwezinye.
- Isilinganiso senani lokuthengisa: Enye yezinto okufanele sizihlole ngaphakathi kwenhlanganisela yokumaketha inani umkhiqizo wethu otholakala ngalo emakethe. Kulokhu, ukuhlaziya okuhle komncintiswano kubalulekile futhi ukwazi ukuthola kahle ukuthi amandla kanye nobuthakathaka buyini mayelana nenani. Uma ufuna ukwazi kabanzi, sikumema ukuthi ufake isixhumanisi esilandelayo ukuhlaziya izimbangi
I-Plaza
Leli yiphuzu lesithathu uma ubhekisela kuma-4Ps wenhlanganisela yokumaketha, egxile ekutheni iyiphi indawo yokusabalalisa engcono kakhulu yemikhiqizo noma amasevisi ethu. Ukwazi ukubeka nokusabalalisa kubalulekile njengoba kufanele kube iphuzu elifanelekile ukuze abathengi bakwazi ukufinyelela ngokushesha nangokuqondile.
Ukuze senze lezi zinhlobo zokuhlola, kufanele sibe nenhloso ngokuphelele mayelana nemakethe esisebenza kuyo nokuthi yimaphi amandla ukuze sikwazi ukusebenzisa ngayinye yalezi zakhi ngokuvuna thina.
Ngendlela efanayo, njengamanje kunezindlela eziningi zokusabalalisa imikhiqizo noma izinsizakalo zethu, okusivumela ukuthi sihlole amasu ngamanye futhi sibone ukuthi yiliphi elifanelana nezidingo zethu, phakathi kwazo esinokusabalalisa okuqinile, okukhethekile, okukhethiwe futhi ekugcineni, i-franchise.
Njengezinto zangaphambilini zengxube yokumaketha, sithola imibuzo okufanele iphendulwe ngokusebenza kahle kwemakethe, phakathi kwayo esinayo:
- Indawo yamaklayenti: Esinye sezici okufanele sihlale sizihlola yilapho inani elikhulu lamakhasimende ethu nabasebenzisi likhona, ukuze sisungule amasu ahlanganisa isidingo sokusatshalaliswa kwezimpahla namasevisi.
- Izinhlobo zezitolo: Ngemva kokuthola ukuthi yiziphi izingxenye zabantu esifinyelela kuzo, kufanele sicabangele ukuthi iyiphi indlela ecacile nesebenzayo amakhasimende ethu athola ngayo imikhiqizo yethu. Kungaba izitolo ezibonakalayo noma ezibonakalayo noma ingxube, into ebalulekile ukukhonza izimakethe ngayinye.
Ukukhuthazwa
Okokugcina kwezinto ezakha i-4Ps ukuphromotha, okubhekisela kumfutho wokuthengisa okufanele sibe nawo ukuze sisungule ukunyuswa okungcono kakhulu kwemikhiqizo noma amasevisi wethu ngokufanele.
Njengenhlangano, ukukhangisa kuyindaba eyisisekelo, ngenxa yokuthi ngalezi zindlela singazibeka ethubeni noma ukuzenza saziwe emakethe. Phakathi kwamasu esingawasebenzisa ukufeza ngayinye yalezi zinhloso singabala: inhlangano yemicimbi, ubudlelwano bomphakathi, ukukhangisa nokumaketha kanye nokukhuthazwa kokuthengisa.
Uma sikhuluma ngokukhangisa sikhuluma ngokukhiqizwa kabusha komkhiqizo wethu ezinkundleni zokuxhumana ezijwayelekile ezifana nomabonakude, umsakazo noma amaphephandaba. Ngendlela efanayo kufanele siqonde ukuthi ngenxa yokuhwebelana kwembulunga yonke singakwazi ukuheha amakhasimende amaningi ngenxa yezokuxhumana nabantu kanye nokwanda kwawo.
Nakuba ukukhuluma kungase kubonakale kuyisidala noma kuyindlela endala kakhulu yokukhangisa, kuseyisu elisebenza kahle kakhulu lokuhlanganisa ukumaketha njengoba kungekho sikhangiso esingcono kunaleso esinikezwa amakhasimende anelisekile ngemikhiqizo noma amasevisi ethu.
Phakathi kwemibuzo okufanele sizibuze yona lapho sihlola iphromoshini phakathi kwenhlanganisela yokumaketha esinayo:
- Ithumela imilayezo: Ukwazi ukuthi ungaxhumana kanjani namakhasimende ethu kubalulekile ukuze uhambisane nawo.
- ukukhuthazwa komkhiqizo Ukwazi ukuthi ungawuphromotha nini futhi kanjani umkhiqizo kubalulekile ukuze uhehe amakhasimende amasha. Njengoba uma ingekho phakathi nesizini singabonakala sesiphelelwe yisikhathi futhi singaqedisisi kakhulu ngenkulumo yethu.
- Ukukhangisa kwendabuko noma kwedijithali? Ukwazi ukuthi izithameli zingobani nokuthi zithuthuka kanjani kubalulekile ukuze uqonde ukuthi yiziphi izindlela okungenzeka ngazo ukukhangisa ngemikhiqizo yethu namaphromoshini.
Kudingekile ukucacisa ukuthi ukukhushulwa kwethu kuxhunywe ikakhulukazi entweni yezindleko esizinikeze ukugwema ukukhwabanisela, ikakhulukazi uma siyizinhlangano ezintsha ezingakwazanga ukungena emakethe.
Ngendlela efanayo sikushiyela okulalelwayo nokubonwayo noma ividiyo ukuze uqonde lezi zitatimende kangcono
Imiksi yokumaketha kanye nama-4Ps amasha
Ngenxa yokwanda nokuvela kobuchwepheshe obusha, ukumaketha kube nezinguquko ezivumelana nalezi zinguquko. Ngakho-ke, imiqondo emisha iye yasungulwa ngaphakathi kwenhlanganisela yokuthengisa eyaziwa ngokuthi ama-4Ps amasha. Lokhu kugxile kulokho okwaziwa ngokuthi inguquko yedijithali nakuhlangothi lwakho ngalunye. Sizethula kuwe ngezansi.
Ukwenza kube ngokwakho
Lena yi-P yokuqala esizoyifunda futhi ibhekisela emandleni okudala esinawo njengenhlangano, inkampani noma umkhiqizo. Njengoba sizogxila ekwethuleni umkhiqizo onekhono lokuheha abasebenzisi bethu abasha ngendlela ebalulekile. Ukuze sifinyelele ukuhlukaniswa okusheshayo nokulula okusivumela ukuthi sisebenzise izindlela ezingcono kakhulu zokuhlanganisa ukumaketha.
Indlela esheshayo yokukuqonda ukucabanga ukuthi ukukhangisa kwethu kuzoqala ngezincomo zethu zomkhiqizo ngamunye, ngendlela efanayo nenkampani ye-Amazon eyethula ngayo ngezigaba ezifana nezincwadi nomculo ukuze kuboniswe ingxenye encane ezuzisa abasebenzisi abakhangayo.
Ukubamba iqhaza
Lokhu P kuvela ekubonweni nasezincomweni zamasu amasha okumaketha, lapho enye yeziphakamiso zayo igxile esidingweni sokudala umphakathi othembekile nesiwunakekelayo. Isikhungo salezi zici ezintsha yivelu thina njengabasebenzisi noma amakhasimende esilinika abalandeli esilizuze ngomsebenzi nokuzinikela.
Amabhrendi ahlukene avumele umkhiqizo wokugcina ozosetshenziswa ikhasimende ukuthi ube umkhiqizo wokudala nokubamba iqhaza kwamakhasimende noma abasebenzisi. Isibonelo esicacile salokhu uhlobo lwekhofi ye-Starbucks, lo mbuso uvumela amakhasimende awo ukuthi avumelane nezisekelo zawo ezidingweni zawo, anikeze umkhiqizo oyingqayizivele nekhwalithi kubalandeli bawo ngamunye.
Esinye isici esingasisebenzisa ngale P amanethiwekhi omphakathi. Lezi zinkundla zeza zashintsha futhi zaguqula indlela esidlulisela ngayo umyalezo wethu njengenhlangano. Amanethiwekhi omphakathi avumela ukuxhumana okuqondile namakhasimende ethu, okusivumela ukuthi sibe inhlangano enentshisekelo kumpendulo abanayo evela kumakhasimende abo ezingeni lamaphuzu angcono kakhulu nanamandla.
Othandane Nontanga
Isisekelo salokhu P sihambisana nokubamba iqhaza kanye nezinkambiso ezintsha zokumaketha, ezisitshela ukuthi okwamanje ukucabanga kwamakhasimende kugxile kakhulu ezinhlanganweni eziphilayo ezikhuthaza ukwethenjwa kithi kunezinkampani ezifuna kuphela ukuthengisa umkhiqizo wazo ngokukhangisa.
Esinye sezizathu ezenza kube khona lokhu okulindelekile okusha ukuthi ukuxhumana namuhla kuqondile kakhulu futhi kulula ngenxa yendlela ukuxhumana ngezingcingo obekuthuthuka ngayo ezikhathini zamuva nje. Okuhlangenwe nakho, imibono, okuthandwayo nokungathandwa kulula ukwabelana ngakho futhi kungasiza izinhlangano zikhule noma zintengantenge, ngenxa yalesi sizathu kubaluleke kakhulu ukuba nekhwalithi yesevisi yamakhasimende.
Izibikezelo eziyimodeli
Enye yezinhloso okufanele sizibekele yona njengenhlangano kunoma yimuphi umnyango ukuhlaziya okuphelele kokuzuzwa kwezinjongo nezinhloso ezimisiwe. Uma sazi ukuthi singakala kanjani ukuziphatha kwamakhasimende ethu, singabikezela ukuziphatha kwengxenye yethu nomphakathi. Lokhu kusenza sibe nesinyathelo esisodwa ngaphambi kwamakhasimende ethu futhi singalungiselela ukubuyekezwa okungenzeka futhi sithole izidingo ezingaba khona amakhasimende ethu angazazi.
I-4Cs yenhlanganisela yokumaketha
Ngendlela efanayo esiyisungule kuyo yonke i-athikili, iminyaka yedijithali yashintsha ukumaketha futhi yasungula i-0C esivumela ukuthi sichaze ngokugcwele ngayinye yalezi zici ezibalulekile zengxube yokumaketha.
Ikhasimende
Iklayenti kunoma yiliphi isu lokumaketha libalulekile njengoba kuyilona elizochaza ukuthi umbandela esiwusebenzisile uyasebenza futhi uyamukelwa yini. Kubalulekile ukuqonda ukuthi imikhankaso esiyiphethe ihloselwe izethameli ezizosazisa ngesivumelwano noma ukungaboni ngaso linye nokwethulwa komkhiqizo wethu.
Ngaphandle kwamakhasimende ingxube yethu yokumaketha ayinaso isizathu sokuba khona futhi ifiphalisa ngokuphelele futhi ngokuphelele izinjongo zethu zenhlangano. Ngakho-ke, sincoma ukuthi uphendule esidingweni ngasinye esiqhamuka ngezindlela ezahlukene mayelana nemikhiqizo namasevisi ethu.
Obunye bobuthakathaka obukhulu esingaba nabo ukuntula intshisekelo okuncane kokuthi abasebenzisi bathini ngathi. Uma singazihlaziyi izinkulumo ezihlukene kanye nokuhlola abakwenzayo ngathi, singase sihlaselwe noma sikhulume kabi, okwamanje okunzima ukukunyakazisa njengoba i-inthanethi ikhumbula futhi ithwebula yonke into.
Esinye isincomo esifanelana nokuhlanganiswa kwezinjongo zethu njengenhlangano, lokhu kubhekisela ekuqondeni ukuthi kufanele sihlanganise izinhloso zethu zokuthengisa kanye nemigomo nezidingo amakhasimende ethu angase azikhiqize empilweni yomkhiqizo, lokhu ukuze sinikeze izinsizakalo zomhlaba wonke hambela ingxenye ngayinye yenhlangano yethu.
Ngokufanayo, ukusukumela phezulu ekuxazululeni imibuzo kubalulekile ekuxhumaneni okusebenzayo nomuntu ngamunye wabasebenzisi bethu. Kufanele sigxile kwikhwalithi kanye nesevisi esheshayo kubasebenzisi bethu namakhasimende, okusenza sikhulise ukusebenza kahle ekulethweni komkhiqizo nokuxazulula izinkinga.
Esinye sezici okufanele sizinakekele amakhasimende ethu wukubona singabongi kanye nawo. Siyilokhu esiyikho noma esizoza ukuze senze esizoba yikho ngenxa yokwethembeka nokusetshenziswa komsebenzisi ngamunye kanye namakhasimende ethu, ngakho-ke sincoma ukuthi wenze imiqhudelwano ehlukene ebonisa ukubonga kumuntu ngamunye walabo bantu abasikhethayo ngaphakathi. imakethe engapheli.
Izindleko
Le C ihambisana nenani esilichaze ngaphambilini, elisibonisa ukubaluleka kokusungula izindleko ezilinganisekayo nezingokoqobo lapho amakhasimende ethu azizwa eheheka futhi engakhashelwa yithi.
Masikhumbule ukuthi izindleko zizomela inani lemali amakhasimende ethu noma abasebenzisi abazolikhokhela ngamasevisi noma imikhiqizo yethu, sincoma ukuthi uhlole ngokunenhloso nangokusobala lezi zici njengoba ukubalwa kabi kwalezi zinto kungaba inkemba esika nhlangothi zombili.
Okuhle
Lona u-C wesithathu ofike ngenxa yenguquko yedijithali esiye saba nayo eminyakeni yakamuva. Okuyisisekelo salokhu ukuthi thina njengenhlangano siye saqonda ukuthi ukunethezeka nokunethezeka kwamakhasimende ethu kubalulekile ukuze abasebenzisi bethu babuyele kumkhiqizo wethu.
Kungakho zonke izinhlangano, izinkampani nemikhiqizo zithuthele ngokushesha ezinkundleni zedijithali, njengoba kuvumela abasebenzisi namakhasimende ukuthi babe nolwazi ngokunethezeka kwekhaya labo. Yingakho kubaluleke kakhulu ukuthi sichaze izinjongo nezinjongo ukuze sikwazi ukufeza lezi zilinganiso.
Njengenhlangano kufanele senze izinqubo zibe lula ukuze amakhasimende ethu enze ibhizinisi nathi. Ikhasi lewebhu elilayishiwe, elingahlelekile noma uhlelo lokukhokha oluyinkimbinkimbi kakhulu lunciphisa inhloso yokubuya kumakhasimende ethu kube kancane. Uma izinkundla zethu zihlanzekile futhi zihleleke, imiphumela engcono kakhulu sizoba nemiphumela engcono nelungile.
Ngakolunye uhlangothi, kubaluleke kakhulu ukuthi amakhasimende ethu azizwe ekhululekile futhi eklonyeliswe ngokwethembeka nokusebenzisa izinkundla zethu eziqondile futhi zingaqondiswa kabusha, ukuze sikwazi ukukhiqiza nokunciphisa izindleko ngaphakathi kwemikhiqizo noma amasevisi ahlukene.
Ukuxhumana emiksini yokumaketha
Isici sokugcina esingabalula emhlabeni wengxube yezentengiso ukuxhumana. Kuyisici esibalulekile phakathi kwanoma iyiphi ithrendi noma isu lokumaketha njengoba libhekisela ebhulohweni lokuxhumana okufanele libe khona phakathi kwamakhasimende nathi njengophawu.
Okufanele sicace kakhulu ngakho ukuthi lezi zisekelo zigxile ekukhulumeni amanani enkampani yethu, inhlangano noma umkhiqizo hhayi ekuthuthukisweni kwebhizinisi lethu. Kufanele sikuvimbele ukuthi ukuxhumana kwethu kube yindlela eyodwa, ebonakala ngokuba wumzila wokuxhumana lapho yinkampani kuphela edlulisa ulwazi futhi ingakunaki ukuphawula kwekhasimende ngakunye.
Kuyadingeka ukuthi siphinde sikhulume ngoshintsho lwedijithali olwaba khona lapho kufika izinkundla zokuxhumana. Okuyiqoqo lezinkundla ezisivumela ukuthi sakhe ubudlelwano obusondelene kakhulu futhi bokuxhumana namakhasimende ethu.
Okuthandwayo, o-DM, ukuphawula kanye nezindaba kusivumela ukuthi sisondele, sazise futhi siklomelise ukwethembeka kwabasebenzisi bethu ngamunye, ngakho akufanele sibukele phansi ukubaluleka kokuphawula ngakunye noma izici ezincane esiziphiwa izinkundla zokuxhumana ezihlukene njenge-Twitter. , Snapchat, Instagram, phakathi kwabanye.
Phakathi kwamasu esingawasebenzisa ukuthuthukisa iziteshi zokuxhumana nabasebenzisi bethu noma amakhasimende sithola:
- Ukwenza kube ngokwakho ukuxhumana: Elinye lamasu amahle kakhulu esingaqala ukulisebenzisa ngaphakathi kwenhlangano yethu ukwenza kube ngumuntu kwezinhlelo zethu zesevisi yamakhasimende. Uma sazi ukuthi silalela kanjani futhi sinakekele izidingo zabo ngasinye, singaqiniseka ukuthi abasebenzisi bethu namakhasimende azobuya ngenxa yokunaka komuntu ngamunye esikunikezile.
- Sesha kumanethiwekhi: Kubalulekile ukwazi ukuthi sizimisa kanjani ngaphakathi kwezinkundla zedijithali ukuze abasebenzisi bethu namakhasimende bakwazi ukusifinyelela ngokushesha nangendlela efike ngesikhathi. Enye yemibono emihle ephathwayo ngaphakathi kwamanethiwekhi ukuthi uma sivela ekhasini lesibili lezinjini zethu zokusesha, ukumaketha esikuhlelile akusebenzi. Uma ufuna ukwazi ukuthi yiziphi ezinye izinhlobo zokumaketha ezitholakalayo, sikumema ukuthi ufake isixhumanisi esilandelayo knnnnnnnn
- Hlukanisa futhi ufunde izithameli zethu: Elinye lamaphutha ajwayelekile esingawenza njengenhlangano ukwazisa noma ukudala ukukhangisa okufanayo kwenkundla ngayinye yedijithali lapho sisebenza khona. Kufanele siqonde ukuthi amanethiwekhi omphakathi ahlukaniswa ngabantu okuthi, kuye ngebanga lobudala, amasiko noma izinkolelo, asetshenziswe ngendlela ethe xaxa noma encane, ngakho-ke kunconywa ukuthi sihlaziye ngendlela eqaphelayo nenembayo ngayinye yamanethiwekhi wethu kanye ukuthuthukiswa esikwenzayo esinakho kulowo nalowo mbukiso.
- Okuqukethwe: lesi esinye sezici okufanele sizinakekele ngokucophelela nangesu elikhulu. Okuqukethwe wumphakathi esiwunikeza umkhiqizo wethu ngamunye noma amasevisi. Kodwa-ke, kufanele siqaphele kakhulu ukunikeza okuqukethwe okuphelelwe yisikhathi, okuyisicefe nokusindayo emehlweni. Phakathi kwezitayela zokumaketha kubalulwe ukuthi okuqukethwe kumele kube okuguquguqukayo, okuphilayo futhi ngaphezu kwakho konke ukugcina isikhathi, izimakethe ezinde zenza amakhasimende angahle alahlekelwe yintshisekelo, kukhonjisiwe ukuthi uma emizuzwaneni emihlanu yokuqala singakwazanga ukunaka ikhasimende ukudayiswa okulahlekile.
- Ukuzibandakanya: uxhumano esilusungulayo namakhasimende ethu luyisisekelo futhi ukuthi emiksini yokumaketha ibalulekile engxenyeni yokuxhumana. Njengoba lokhu kuxhumana kusekelwe kokuhlangenwe nakho okuhle nokuqukethwe okufanele ebesikuhlelela iklayenti lethu ngalinye. Ukuqaphela ukuthi ngemuva kwezikrini zomakhalekhukhwini kunabantu abazihlanganisa nathi kubalulekile ukuqonda ukucabanga kanye nezidingo ezidalwayo. Ngakho-ke, sakha ukuqwashisa ngesidingo sokuqonda ngendlela engokoqobo nephilayo ngayinye yemininingwane yezimakethe zethu.
Imicabango yokugcina nge-Marketing Mix
Esinye sezizathu zokuhlanganisa ukumaketha yikhono okuye kwadingeka ukuthi livele ngokuhamba kwesikhathi kanye nobuchwepheshe obusha. Ukuthengisa kusivumele njengezinhlangano, izinkampani kanye nemikhiqizo ukuthi sikhule futhi sithuthuke ngokuhamba kwesikhathi, kucatshangelwa izibuyekezo ezenziwa yimakethe.
Ngendlela efanayo, kufanele sihlaziye izinjongo nezinjongo esizisungulile ukuze sikwazi ukudlulisa imiyalezo, imikhiqizo, kanye nezinsizakalo zethu ngendlela ephilayo nehlanzekile esivumela ukuthi sizibeke endaweni ngokushesha nangempumelelo phakathi kwezenhlalo ezahlukene. izinkundla esizisebenzisayo zamukela ukumaketha namuhla.
Ngakolunye uhlangothi, kufanele siqonde isidingo okufanele sibe naso namuhla sokuzivuselela njalo futhi ngokushesha ukuze sigweme ukuphelelwa yisikhathi futhi singakhangi kumakhasimende ethu. Kungakho kuhle ukuthi kube nensizakalo yamakhasimende kanye nengxube yokumaketha ezingeni lobuchwepheshe obusha, labo abangesabi izinto ezintsha kanye nosesho lokuthuthukisa ngokushesha ulwazi amakhasimende analo ngenkampani yethu. , inhlangano noma umkhiqizo.
Masikhumbule futhi ukubaluleka kwebhalansi ephelele yezindleko kanye nekhwalithi yemikhiqizo namasevisi ethu ukuze kuzuze ngokugcwele izidingo ezikhona nezintsha zabasebenzisi bethu namakhasimende ukuze sanelise ngamunye wabo, sisungule ukulandela kanye nokwethembeka okuwukuthi. okwangempela futhi okwangempela ngabasebenzisi bethu noma amakhasimende.
Okokugcina, sikukhumbuza ukuthi lawa maqhinga abalulekile ukuze ibhizinisi lethu, inkampani, inhlangano noma uhlobo lomkhiqizo lubonakale njengamagugu angempela nawobuntu, lapho okubalulekile kwethu kuzohlala kungamakhasimende kanye nolwazi abanalo ezinkundleni noma ezitolo zethu. Kumelwe siqonde ukuthi ikhasimende elinelisekile lizobuya futhi litshele abajwayelene nalo ngomlomo mayelana nolwazi oluhle esilinikeze lona, lilalele izidingo zalo ngasinye futhi lisinakekele ngabanye hhayi ngezindlela zomhlaba. Kungakho sincoma ukuthi usebenzise ithuluzi ngalinye esikushiyele lona kuso sonke lesi sihloko futhi ungathola umlingo wokuhlanganisa ukumaketha ngaphakathi kwenhlangano yakho.