Marketing mix - ndi ... Chiphunzitso malonda, njira Kukwezeleza malonda

Marketing mix - wapadera Zida zogwiritsira ntchito kuti amalola ogulitsa malonda kukwaniritsa cholinga chachikulu: kukwaniritsa zofuna za makasitomala ndi kuwonjezeka malonda. Kugwiritsa ntchito zida izi, atawalamula ndi kwaiye, asaaonerera khalidwe la ogula.

Lingaliro ndi malonda zolinga

malonda mfundo pamaoneka theka lachiwiri la m'ma 19, pamene, poyankha overproduction kunkafunika kupeza zipangizo zatsopano kwa spurring malonda mankhwala. The yachilendo limanenedwa ngati ntchito yeniyeni umalimbana kuwonjezeka phindu kampani. Masiku ano, pali osachepera zikwi matanthauzo osiyana. Ambiri, pansi malonda ndi njira umalimbana kuphunzira msika ndi mapangidwe bwalo la katundu ogula.

Cholinga chachikulu cha malonda - ndi zofunika ogula. Ino msika, cholinga mankhwala anatsimikiza ndi mtengo wake ndi kupititsa uchitike. Marketing amafuna kukhazikitsa muzilankhulana bwino m'banja pakati sewerolo ndi wogula katundu kuti azipeza mowa. Komanso, loyang'anizana ndi chandamale mozama zinthu kumsika ndi kuphunzira zofuna ogula ndi makhalidwe a makhalidwe ake. Ndi Cholinga kuonjezera wosangalala wogula katundu, kubweretsa izo kuti adzathe kugula. Kuwongolera moyo wa ogula, kuwonjezera pa mankhwala osiyanasiyana bwino zosoŵa za anthu - kumakhalanso malonda ntchito. Pamaziko a zolinga zimenezi anafotokozedwa malonda ntchito: malonda, mawunikidwe, chakudya, zolankhulirana, kugwiritsa ntchito ndi ikuyang'anira.

Chiphunzitso cha Kusakaniza malonda

Mu 1953, malonda US koyamba anagwiritsa ntchito mawu akuti "malonda mix" imene Neil Borden ankadziwa akonzedwa wapadera zipangizo kukwaniritsa zotsatira anakhumba malonda. McCarthy kenako Mukalongosola lingaliro ili ndipo anayamba mfundo 4Ps Marketing , amene wakhala n'chimodzimodzi ndi lingaliro la "malonda mix". Amaphatikiza zinthu monga mankhwala, mtengo, malo, Kukwezeleza. Iye anapeza kuti zinayi zofunika, popanda zomwe n'zosatheka bungwe ntchito malonda a ogwira ntchito, pali mtundu uliwonse wa ulimi ndipo konsekonse.

Nthawi zambiri, malonda mix - kuipidwa ya miyeso ndi zida zimene zingathe kampani kulimbikitsa kufunika kwa katundu chopangidwa ndi ntchito.

mankhwala

Amafotokozera woyamba ndi malonda-Kusakaniza mankhwala (kapena mankhwala). Izi ndiye poyambira pa ntchito malonda, ndi pansi pa izo zikutanthauza item ena kapena utumiki kuti ali ndi phindu zina kwa ogula. mankhwala akadali mu gawo kapangidwe m'pofunika kuyala makhalidwe ndi katundu amene adzakhala kufunika pakati ogula. Kukhazikitsa bwino marketer, mufunika kudziwa bwino mankhwala, amene akhoza kukumana kufunika, kodi ubwino ndi zofooka za mankhwala. Muyeneranso azipereka zimene mankhwala patsogolo angadwale malonda ake amene adzabangula iye angathe kufunsa munthu wofuna. Kuonjezera malonda muyenera kusamalira ma CD ya katundu, pempho lake ndi informativeness wa munthu kulembetsa chizindikiro kwa chizindikiritso mofulumira mankhwala ndi ogula. Mapangidwe ogula kukhulupirika kwa malonda zingakhale zabwino kupereka ukutitsimikizira ndi ntchito zina kwa kasitomala.

mtengo

malonda mix zovuta kupereka mtengo. Izi ndi chinthu chofunika kwambiri zokhudza kupambana kapena kulephera kwa mankhwala pa msika. Mtengo sayenera otsika kwambiri kapena wodzitama anakokomeza, chifukwa akhoza awawopsyeze kutali ogula. Ngakhale omasuka mwina phindu maximization likuvutika kukwera mtengo, ayenera kukhala osamala kwambiri kukhala mkulu kapena mtengo wotsika, chifukwa ndi fano mphamvu ya mankhwala ndi wopanga chinthu. Price kukhala mpikisano, okwanira kugula mphamvu ya ogula ndi njira osankhidwa. Price idzakhala chida polimbikitsa njira monga msika malowedwe kapena "kirimu zikuyenda pamwamba". Projecting mtengo wa mankhwala, ayenera kupereka zingapo zimene mungachite kuti zosiyanasiyana njira kugawa, n'zotheka kupereka kuchotsera.

Point anaigulitsa

Kusankha malo kufalitsa katundu - chinthu chofunika a makampani malonda sakanizani. Kusankha izi zikuchitika pa maziko a kusanthula mozama makhalidwe ogula. M'pofunika mu maphunziro kuti kuzindikira malo adzakhala yabwino kwa ogula kupanga chinthu. malonda bungwe, komanso njira zina Kukwezeleza malonda, azikankhira munthu kugula. Ndondomeko kugula mankhwala ayenera kwambiri wosalira ndi kusala, ogula si kuwononga khama mu kupanga chinthu. Kukhala njira malonda, kudziwa msika Kuphunzira ndi njira kugawa. Ndi mbali yofunika ya malonda bungwe liri dongosolo la MALONDA (malonda mfundo zogulitsa, kuphatikizapo kuwonetsera kwa katundu, m'mlengalenga ndi navigation mu sitolo).

Kukwezeleza

Marketing mix - izi ndi zimene kwambiri zimakonda ndi kukwezedwa. Ndithudi, kukwezedwa ndi yovuta zikuluzikulu za Kusakaniza malonda. Kapangidwe ake adafuna kusiyanitsa magulu anayi a zipangizo: malonda, njira Kukwezeleza malonda, kulima, malonda mwachindunji. Ndalama zimenezi zimagwira ntchito limodzi, kuthetsa nthawi yaitali ndi yochepa zolinga. Malonda ndi kupititsa malonda zambiri kupereka mofulumira, kulima ndi luso otsika mlingo ndi kutitengera zotsatira mochedwa. njira zovuta za Kukwezeleza kuzindikira mu mawonekedwe a media strategy kampani. Pakuti B2B ndi B2C misika ntchito zida zosiyanasiyana.

malonda Zida

Marketing mix - ndi utheke, opaleshoni Siingabwezedwe kapena nkhani ngati zosafunika. Aliyense mchitidwe zovuta zilizonse kumafuna yatsopano ndi dala malonda ntchito. Kuweta malonda zida amapanga malonda, mitengo, mankhwala ndi kulankhulana malamulo a kumalo a ntchito. Kuwonjezera Kusakaniza malonda pali lingaliro TV mix - kuipidwa njira ya Kukwezeleza mankhwala chilengedwe zambiri. Izi zikuphatikizapo malonda mwachindunji pa TV (wailesi, TV, etc.), malonda chochitika, ndi kukwezedwa zosiyanasiyana, malonda pa Intaneti.