Uhla kwezohwebo kwezimpahla

Le nkampani, okuyinto ukuthuthukisa entsha izinhlobo zemikhiqizo luzolungisa imibuzo mayelana iphothifoliyo umkhiqizo.

Umkhiqizo uhla - kuyinto iqembu elithile imikhiqizo ezihlobene eduze komunye nomunye by ukufana wokusebenza, amaqembu isithakazelo amakhasimende, izinhlobo eqaphela izikhungo zabo commercial noma intengo uhla.

Ngokwesibonelo, umakhi assortimetnom "Revlon" kuyinto iqembu izimonyo, "Motors Jikelele" - izimoto, "Panasonic" - TV nevidiyo.

I inqubomgomo yomkhiqizo ka ngabomvu iqembu imikhiqizo kwenza imisebenzi efana.

Ububanzi umkhiqizo libhekene lafana latitude (inombolo ezihlongozwayo izigaba umkhiqizo), ukujula (inombolo yezinto eqenjini ngalinye), ukugcwaliswa (umkhiqizo ekwandeni phezu kwalokho kwemikhiqizo emisha), ukuvumelana (Product ukusondela senqubo yokukhiqiza, amashaneli okusakaza, ekupheleni umthengi) rationality (ikhono ukwanelisa ikhasimende), ukuzinza (ikhono ukuze banelise izidingo), emisha (ikhono kwaneliswe izidingo zamakhasimende).

I-Latitude, okuyinto ephawula ububanzi, ehlukahlukene imikhiqizo okufunwa yikhasimende ukuze bakhuthaze ukuba ukuthenga endaweni eyodwa. Uma inkampani ukhiqiza amaqembu amaningana umkhiqizo ke kuziwa ngesilwane esifuywayo lezimpahla. On ukukhiqizwa amaqembu amaningana umkhiqizo ngokukhethekile amafemu amaningi amakhulu, "Avon" (in the ezahlukene okubandakanya amaqembu amathathu yomkhiqizo: izimonyo, izimpahla zasendlini, ubucwebe), "Samsung" (iqembu isiqophi ne-TV uchwepheshe, ekhaya Imishini, ezokuxhumana izindawo), " Procter & Gamble "(akha uhla amaqembu ayisithupha yomkhiqizo: insipho, namanabukeni, wokuxubha, isiqedaphunga, insipho, ikhofi).

I komkhiqizo ububanzi nokujula - yikhono ukuhlangabezana nezidingo izingxenye ezahlukene ikhasimende ku uhlobo oluthile izimpahla. Ngokwesibonelo, wokuxubha engase ithengiswe emaphaketheni ezahlukene nezakhi ezihlukene kanye nokusungulwa.

Saturation senhlobo umkhiqizo - kuyinto ukwengeza imikhiqizo emisha ngaphakathi kobubanzi olukhona, imikhiqizo emisha kufanele sihluke kakhulu akhona. Lokhu kwenzeka uma ifemu efuna ukuba abe umholi, umthwalo umthamo ukuze ugweme Ukuphumula ubuchwepheshe, ukuzama ukuvimbela ukukhula mncintiswano. Isibonelo ukugcwaliswa okusezingeni eliphezulu Ibanga le "Procter & Gamble" oveza mayelana amabili izinhlobo izinto zokususa amabala.

Gcwalisa ibanga kuholela izindleko yanda, ngoba kukhona isidingo sokulondoloza yokusungula, guqula imikhiqizo. Kunengozi of oscillation wokusabalalisa. Ngakho-ke, lo iphothifoliyo umkhiqizo marketing idinga ukuphathwa Cabangisisa ukulondoloza inzuzo inkampani kanye mpi ngokumelene izimbangi.

Ukuphathwa umkhiqizo uhla - iyona nokudidiyela imisebenzi ehlukahlukene: ucwaningo olunzulu emakethe, umklamo, imisebenzi yesayensi nezobuchwepheshe, inhlangano yokuthengisa, ukukhangisa, amasevisi, zishukumisa funa. Ukuba yinkimbinkimbi kwayo lo msebenzi yinkimbinkimbi eyanele kokuhlanganisa zonke izakhi. Uma ungaphenduki, ke inkampani ayikwazi ukuqala ukukhiqiza imikhiqizo ukuthi ikhasimende kudingeka, futhi lapho kufanelekile ukukhiqizwa ukwahlukana ezimbonini. Marketing ubona lesi simo njengoba ukungqubuzana ngqo lokho okudingeka ukwenze nje empeleni ukufeza kahle.

Izinjongo ukuphathwa okunezinhlobonhlobo ziveze umthengi ukucacisa, ukudluliswa yayo emnyangweni yephrojekthi ethungatha sibonelo walethwa nezimfuneko somthengi. Kuphela ngale ndlela kungase kube ngcono ukuba ukutshala ukuguqulwa umkhiqizo, kunokuba ukuchitha imali kwi zokukhangisa izimpahla akusebenzi. ukuphathwa okunezinhlobonhlobo uqhutshwa umphathi nokumaketha.