Ukumaketha, Marketing Amathiphu
Trade ukumaketha - Iyini? Trade ukumaketha: amathuluzi kanye nemisebenzi
Sales kwemikhiqizo - omunye ezimqoka iyiphi inhlangano ukuhweba, ngokuvamile eziqhutshwa yilo Mnyango usebenzisa ukukhangisa owaziwa ngqo kwezimpahla namasevisi. A ehlukile iphila kule nqubo iqoqo imisebenzi ukuhweba marketing, ukuthandwa ukuthi iziphi kulezi zindlela emhlabeni lukhula nsuku zonke. Zama ukuqonda ukuthi yini ukumaketha ukuhweba futhi usebenza kahle indlela.
Umqondo futhi ngokuyisisekelo ukuhweba marketing
Ngokuvamile, ukuhweba marketing - isethi ihlelwe ngokukhethekile izinyathelo ukuze sikhuthaze ngemikhiqizo esetshenziswa izinkampani uhwebo lwezitolo kanye nezitolo. It is eziqhutshwa esebenzisa ekhethekile amathuluzi umthelela abasebenzisi emazingeni ehlukene.
Kulokhu, ithonya ngqo kungase kuhlinzekwe kokubili abasebenzisi ekupheleni kanye Lesisemkhatsini, okuyinto enze indima abahlanganyeli uchungechunge ezihambayo izimpahla - abathengisayo, abasakazi, wabenza. Kepha izindlela ithonya, kungaba ngezindlela njengoba obuqand ezinomthelela, isibonelo, imivuzo, izaphulelo, izipho, futhi yiziphi ezinye izinhlobo nogqozi.
Le ndlela ukushukuma kuphumelela kangcono yokukhangisa ngqo - ATL, lapho bonke abakhiqizi bayakulangazelela ngakho ukutshala. Nakuba wayemane ukhumbuza abantu komkhiqizo bagqugquzela futhi lizama ukumenza akholwe kuye ngesidingo ukuthenga, ukuhweba marketing, okuyinto kuyinto ukukhangisa ngokungaqondile noma BTL, ngokuqondile noma izingalo wabathengi okuheha abathengi uthanda ngesikhathi sokuthenga kuye.
Izinhloso nezinjongo yohwebo ukumaketha
Injongo eyinhloko inkanuko ukumaketha kumele kucatshangwe akuyona nje ukukhula inzuzo noma yokuthengisa amavolumu esikhathini esifushane noma eside. Ikakhulu zonke izenzo sibhekiswe ukudala isithombe jikelele omuhle umenzi, ukwakheka ukwethembeka umthengi uqobo futhi ekhiqizwa izimpahla zalo.
Trade ukumaketha wenziwe uhlanganisa ukufinyelela imigomo eyinhloko ngokwenza ohlwini olulandelayo zezinkinga:
- Ukuphathwa yokuthengisa. Ucwaningo we izici ngokwengqondo umthengi ezingase zivele, amehlo akhe ukuba umkhiqizo, ukuvikela ulwazi ngakho emqondweni.
- Ukuqinisa isikhundla umphakeli emakethe endaweni yokuncintisana. Ukunqoba indawo umthengi, kwakheka isithombe evumayo lenkampani, ekuboneni izinzuzo imikhiqizo ethile kanye nokugqugquzela yabo.
- Kwetheknoloji ngcono yokuthengisa. Ukubeka ezingeni eliphezulu isikhala salesrooms.
- Isenzo ukuphathwa umthengi ezingaba khona. Ukusheshisa inqubo yokwenza izinqumo wokuthenga kanye ukwandisa senani.
Inhlangano inkampani ukuhweba-marketing
Ekhuluma ukuhweba-marketing, kufanele kuphawulwe ukuthi lokhu kuyisibonelo esisodwa nje izindlela eziningi ukuthuthukisa ngemikhiqizo. I ibhizinisi iyingxenye ye jikelele ukuhlela ukumaketha kanye zimali, futhi kumele iqhutshwe uxhumano obuseduze esiqhubekayo ukuma nokuthuthukiswa sha.
Kuye ngobukhulu kwenhlangano, kungashiwo adalwe umnyango noma ababeqashwe Uchwepheshe wemfanelo - Trade-marketer. Kunoma ikuphi, iyunithi entsha noma isikhundla kuyoba yingxenye yomnyango ekhona marketing. Kungenzeka futhi ukudlulisela lezo imisebenzi Outsourcing.
Phinda oyifakile iyunithi kwesakhiwo noma abenzi bokubi ukuba batadishe futhi sihlaziye isimo samanje emakethe yokuthengisa, ukuthuthukiswa nokuqaliswa ngesisekelo imisebenzi yokuhweba-marketing ukukhuthaza isungulwe uhlelo idatha kuhlanganise kwaloba izinhlangano ukuhweba kanye nabasebenzisi ekupheleni.
amathuluzi Basic ukuhweba marketing
ukuhweba marketing amathuluzi ubanzi kakhulu. Phakathi izikhali zayo eziyinhloko ezikhokhiwe:
- yokuthengisa ngqo ukukhuthazwa.
- Izaphulelo, amabhonasi kubabambiqhaza lezimpahla chain.
- Wokukhuthazwa ikhasimende ekupheleni njengesipho samahhala ngokuthenga, umklomelo imidwebo.
- Merchandising. It kuhlanganisa ukuqaliswa kanye nokuqapha umkhiqizo isakhiwo ku yokuthengisa ensimini, kokubonisana, ekwetayeta amakhasimende imikhiqizo emisha ezitolo, enifeza yezenzo, imincintiswano kanye nezethulo.
- imisebenzi Special ukuhweba-marketing. Lokhu kuhlanganisa inhlangano yohwebo nemibukiso kanye nezethulo, izingqungquthela, izingqungquthela futhi izifundo zokuqeqesha nabadayisi abasebenzi.
Isinqumo mayelana nokusetshenziswa amathuluzi athile ezamukelwe ngu abantu ababhekene ukuqaliswa ukuhweba marketing isu. Umphumela wazo isicelo ngamunye wabo uzimisele ngokuyinhloko izici esimweni esithile.
Ukusebenza nabadayisi
Trade ukumaketha - uhlelo lolwazi owembula ngqo ukuthi ungakwazi kuthinte abasabalalisi, wabenza, abathengisayo, ukuze labo abahlanganyela ukukhuthazwa asebenzayo komkhiqizo kwesokudla phakathi abathengi. Kuzo zonke izinto zokubethwa ithonya bungabonakala kokuvusayo sezimali ukuze uthole umlamuli distribution chain. Ngokuvamile okuhlelwe ngendlela ukwabelana aphethwe umphakeli, okuyinto ingathunyelwa:
- Inwebisa izinto ezinhlelweni zokuthenga ivolumu. Ngokujwayelekile ohambisana nesifanekiso nokuncipha yentengo, kodwa izimo ngokunginika izaphulelo zingase zihluke, isibonelo:
- Ibhonasi samanje ngesikhathi yesivumelwano e ukuthengwa eliningi ezithile izimpahla.
- Periodic ashisayo isigqebhezana amadili.
- Ukunikeza ibhonasi okuthenga okuthengiswayo izimpahla ivolumu ecacisiwe.
- Ukwanda yokuthengisa umthamo. Lemisebenti aim sokulamula ugqozi ahileleke kakhulu ukudayiswa umkhiqizo othize. Abakwazi ukuba lusebenze ngetindlela letehlukene:
- Kusungula nokugqugquzela ukuqaliswa kwezinqubo kuhlelwe yokuthengisa amavolumu.
- Inhlangano imincintiswano futhi umklomelo udonsa abasebenzi nge ukusebenza okuhle.
- Kuphethe umkhankaso "Mystery Shopper" nokuvuza kwabasebenzi engcono.
- Ukwanda ukusatshalaliswa izimpahla ngamaphuzu yokuthengisa. Kuyinto ukuvuza umlamuleli ekuzuzeni omunye imigomo:
- Lo mkhiqizo uvezwa isilinganiso esifanele yokuthengisa izindawo.
- Inombolo onqunyiwe amaphuzu yedivayisi yokuthengisa emelelwa ibanga kunesidingo.
- Ukufezeka kwale mibandela ebhalwe ukukhonjiswa kwempahla kuleli yokuthengisa field.
Merchandising njengengxenye yomkhankaso ukuhweba-marketing
Trade ukumaketha Merchandising ucabangela isethi ezithile izenzakalo agcinwe endaweni Izitolo futhi ukwandisa ivolumu yokuthengisa kuya ikhasimende sekupheleni. Zonke izenzo kwenziwe ukuthuthukisa abasebenzi nomkhiqizi ngokuvumelana umlamuli noma cha. Ezinye zezindawo eyinhloko umsebenzi yilezi:
- Isakhiwo - iphuzu isihluthulelo merchandising. Izimpahla emashalofini kufanele ngaso sonkhe sikhatsi yetfulwe ngendlela babangele umthengi isifiso ukuze iyithenge.
- Isenzo control uhla umkhiqizo.
- Ulungiselela yokuthengisa amaphuzu: kwencazelo nenzuzo inkundla indawo yezitolo, ukugcwaliseka ilungelo kusukela iphuzu Ngenxa ukumaketha nokuklanywa kanye nomklamo izindawo, ukukhanyisa isethaphu futhi umsindo.
- Isisetshenziswa yokuthengisa endaweni: ukukhethwa ubonisa, mannequins, ifriji nezinye izinto.
- Ukunikeza indawo ukudayiswa pos-izinto, okuhlanganisa amapheshana kanye namaphosta, intengo amathegi, ulwazi imele, emashalofini nokunye.
- Implementation audioinformirovaniya video phansi zokuhweba.
- imikhankaso Ukukhangisa - lotto, Raffles, imincintiswano, ukuba izivakashi ukuthenga umkhiqizo othize.
imisebenzi wezandla-marketing Special
Lezi zinhlobo nemihlomulo, kanye merchandising, basonta iqembu angaphatheki, baqondiselwa ikakhulu ekwandeni ingxenye Lesisemkhatsini ikhasimende ukwethembeka. Hlukanisa izinhlobo ezilandelayo:
- seminar Training, trainings nabadayisi abasebenzi. Le misebenzi eyenziwa ukuze kangcono uhla wamanje kanye izici izimpahla ezithile.
- imihlangano yebhizinisi nezingqungquthela. Ingabe imihlangano ngezikhathi ezithile abamele umphakeli enkulu nabadayisi, okuyinto wafingqa, kuxoxwa amathemba okwengeziwe wokubambisana ngokwethukela, ukuze kutholakale izinkinga kanye nixoxe ngamanye amakhambi. Lezi zenzakalo ngokuvamile zihlelwa yizinkampani ezinkulu inethiwekhi.
- Ibhizinisi show. Bayingxenye we nenhlonipho ibhizinisi owamukelwa. Kufanele unike phezu acoshe kangangokuthi iningi ewusizo umemukeli.
Imisebenzi okuhloswe ngaso ikhasimende lokugcina
Naphezu izindlela ezihlukahlukene zokusebenzisa abaxhumanisi, akufanele sikhohlwe ukuthi ukumaketha ukuhweba - liphinde iqoqo izindlela eziphumelelayo kwethonya ezidayiswayo. Ekubumbeni ugqozi umthengi, basuke okuhloswe ngazo ukwanda esifushane ukufunwa umkhiqizo bagqugquzela. Lezi zinhlobo ezilandelayo thonya:
- Lotto, imidlalo, imiqhudelwano, engalindelekile. Iphakamisa ukuthi kungenzeka inzuzo ezingaziwa lapho uthenga izimpahla.
- Inhlangano izinhlelo club. Wadala umphakathi othize brand abathengi, emalungu ayo afakwa amalungelo athile.
- -Charity izenzakalo, uxhaso kanye umcimbi marketing. izenzakalo ezikhethekile ukuheha zonke izinhlobo ukuze ahlasele izilaleli: amakhonsathi, imikhosi, amaqembu, imicimbi yezemidlalo ihlelwe, imikhosi idolobha.
- Ukuhlanganyela nemibuthano yezohwebo kanye nokusetshenziswa promozon mobile izindawo eziminyene.
- Distribution lamapheshana yokukhangisa mayelana nomkhiqizo nge inkomba iziteshi yayo kungenzeka wenzuzo.
- Umklomelo ukuthenga. It zingahlelwa ngesimo isipho iphakethe kwezimpahla ngamunye, ukuhlinzeka ivolumu esengeziwe intengo efanayo amasheya "1 +1".
- Isampula - esabalalisa amasampuli amahhala izimpahla.
- ukwehla Periodic kwamanani for izimpahla ukusabalalisa amakhuphoni ngokuthenga okuzayo ngesikhathi isaphulelo ngokusebenzisa omagazini nezinye izinto noma ngeposi.
Ukuphumelela imisebenzi yokuhweba-marketing
Ngaphezu kahle amathuluzi, ukuhweba umphathi ukumaketha kufanele bakwazi ukuhlola kahle ukusebenza kwe-olwenziwa ngezenzakalo eziyinkimbinkimbi. Lena ngempela iphuzu elibalulekile, kusukela nokuqaliswa ukuhweba - kuyabiza kakhulu futhi ukuphathwa ifuna ukwazi ngokuqinisekile ukuthi inzuzo le utshalomali, nokuthi ukuqhubeka ukukwenza.
Qualitative noma kuchumana kahle ukuhweba-umkhankaso wokudayisa kubonisa ukuthi aqhuba kanjani indlela yakhe abathintekayo isithombe umenzi. Ikakhulu lapha sikhuluma ekuqwashiseni brand, ukwethembeka kuye, abathengi bazi mayelana nezinguquko e Ngentengo umkhiqizo umkhiqizo othize.
kahle Economic ibalwa kusukela Ngokusebenzisa iqoqo yokuthengisa ukukhuthazwa amathuluzi. Ivame eyenziwa ngesisekelo okuhloswe - yokuthengisa, ukuthenga, ukusatshalaliswa, umkhiqizo, usayizi ikhasimende base. Lokhu kuhlaziya ufanisa amanani ngaphambi nangemva imisebenzi yokuhweba-marketing.
Izigaba eyinhloko ngempumelelo ukuhweba marketing
Njengoba asebenzelana ngayo yokuthi umsebenzi wezandla-marketing enjalo, kufanele uqonde ukuthi uhlela inqubo isicelo yayo ngempumelelo. Isethi izinyathelo, kanye amathuluzi eziyinkimbinkimbi esetshenziswa kuzohluka kuncike endabeni ethile. Nokho, ungakwazi ukugqamisa izigaba imininingwane ebalulekile mayelana nohlelo ukuhweba marketing:
- I yangaphakathi goal setting, ekwakhiweni imiphumela elindelekile.
- Ukusungula ukuxhumana okudingekayo esikhathini lezimpahla chain, kanye nokuhlaziywa amakhono abo.
- Ukwenza ukuqeqeshwa nabadayisi abasebenzi.
- Ukuqala kokusetshenziswa izindlela ukwandisa ukwethembeka labahlanganyeli lezimpahla chain.
- izindlela Physical kwethonya abaxhumanisi.
- Merchandising.
- Sebenza umthengi sokugcina.
- ukuhlaziywa olwenziwa ukusebenza umkhankaso.
Imiphumela etholwe kufanele kuqhathaniswa elindelwe. Ngemuva kokwenza i-izilungiso ezifanele kudingeka ukuphinda inqubo lonke futhi. Cyclicity lihlotshaniswa hhayi kuphela ukungakwazi sithathe phezu umzamo wokuqala ephelele ukuhweba marketing uhlelo, kodwa futhi nge izimo ze-non-njalo imvelo zangaphakathi nezangaphandle adinga ushintsho eyanele kule nkampani uqobo.
Trade ukumaketha - ilunga ibhizinisi amayunithi ukuhweba uchungechunge ukukhuthaza umkhiqizo umkhiqizi umthengi. Kuncono inhlangano yakhe uzokwazi ukuqinisekisa imiphumela emihle kakhulu bonke abahlanganyeli.
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