Tukanga Marketing: te whakatau ki te hoko. Ko te tukanga kaupae

whakahaere i te whanonga o te kiritaki - he mahi nui marketing. faarahi Ko tōna faufaa rawa i roto i ngā mākete tino whakataetae, kei hea he nui kōwhiringa hua. I roto i te tikanga ki te whakaawe i te whanonga o te kiritaki, he mea e tika ana ki te mārama me pēhea te e te tukanga wahi tango i te whakatau kiritaki hoko me te aha tikanga ka taea e pana koe i te reira ki te whakatau tika i roto i ngā wāhanga rerekē.

hītori take

Ka rite ki te mara motuhake o te ako whanonga kiritaki i hanga i roto i te rau tau pokapū o-20. Ki te whakamārama o te whakatipu moni i roto i te rangahau whakahihiko i te pūtahitanga o te hinengaro me te hokohoko, i reira te mea he mara hou o te matauranga. Ko tōna ahanoa o ako ko nga āhuatanga whanonga o te kiritaki, tae atu ki te hunga whakaaro i roto i to tatou tukanga pepa - te whakatau ki te hoko. I te pakiaka o te pūtaiao i pūtaiao American Hoani. Anahera a R. Blackwell, tuhituhi ratou te pukapuka "Whanonga Consumer" tuatahi, i tenei ra ko te aronui, ka hanga tetahi o nga tauira tuatahi o te tukanga o te hanga whakatau hoko. Ko te whāinga o te pūtaiao o te whanonga kiritaki ko te rapu mō huarahi whai hua ki te whakaawe-whakatau kaupapa.

te mau parau tumu whakahaere whanonga kiritaki

Me hāngai Marketing i roto i ona mau tautooraa ki whakaawe whakatau o te kaihoko i runga i te haapiiraa taketake e whai ake:

• ka motuhake i roto i ona whakatau te kiritaki, me te kore me te takahia tona mana arii;
• kiritaki hihiri, whakaahua i te tukanga (hoko whakataunga) e ako i roto i te rangahau;
• Ka taea te tākiekina whanonga kiritaki;
• mana i runga i te whakatau o te ture pāpori kiritaki.

Kua ēnei parau tumu whakatakoto i te wā o te hanganga o te pūtaiao o te whanonga kiritaki me he inviolable.

Ko te ariā o te hokohoko hoko

Hoko - tumuaki me te whāinga e hiahiatia o ngā hōtaka hokohoko. Ko te ngako o te hoko ko te utu o te moni mo taonga me ngā ratonga. I te wa ano e tino maha e pā ana te hoko kiritaki ki te ahotea: te nui te uara, ki te he tangata uaua whakatau i runga i te hanga i te hoko. Ua faaite te utu o te taonga i roto i te moni, a, i roto i tahuri, kua mohio a ratou e kiritaki rite wahi o ia, no te mea hoki i te moni noho reira ona rauemi: wa, ngā pūkenga, me te matauranga. Na reira, mawehe i te moni e kore e maha e tae mai ngāwari ki te kiritaki. Ko te mahi o te marketer - ki te whakahaere i tenei tukanga, ki te āwhina i te tangata whiwhi pai i te hoko, a ka makona ki to ratou hoko. Hei whakaoti i tēnei raruraru i te marketer Me he pai te māramatanga o te āhua o te tukanga o te hanga i te whakatau ki te hoko i te kaihoko. I teie mahana, e tohaina enei momo o hoko rite:

• Fully whakamaheretia hoko ina mohio te kiritaki rite te mea waitohu, utu me te wahi o te hoko. Ko te tikanga e pā ana tenei momo te ki te rironga o te utu taonga roa.
• Wāhanga o te hoko whakaritea, ka mohio te kiritaki te mea taonga hiahia ia ki te hoko, engari ki te tohu i tō wahi o hoko, me te kore ano faaoti. Kei te tino maha tenei momo tono ki taonga kiritaki, pērā i te waiu, taro ranei.
• hoko hihiko, ka hokona he kiritaki te tahi mea i raro i te mana o te hiahia poto. Ko te tikanga kia hokona mea cheap, tika ki te hunga hoko whakaihiihitia, hei tauira, te "wera" rohe Taki, te wahi i hanga 90% kei te ake o hoko hihiko.

Tauira o-ngā whakataunga kaupapa i runga i te hoko

Ahakoa nga rerekētanga takitahi o te iwi, ratou whanonga rite kiritaki hoatu i roto i te schematic. Na reira, i roto i te hokohoko faaoti reira ki te tono i te tauira o te whanonga kiritaki. nui ratou faaohie te māramatanga o te rerengamahi kiritaki me te tukua ki a tatou whakatau i te pānga wāhi tino pai i runga i te kiritaki. Mua, ko te tauira tuatahi i te kaupapa i huaina Kotler "pouaka pango kaihoko o te mahara." I roto i tenei tauira, hinga nga āhuatanga whui hou ki te pouaka pango, tahuri nei i roto i te whakautu o te kaihoko. ko Cotler taea ki te whakamārama i te ngako o te tukanga whakatau-hanga a huaina ana e ia he "pouaka pango", engari ko tona te kaiaka i tohu ia ki te oraraa o te taua mara whanonga. Kua Tuatahi tauira tino o te whakatau ki te hoko kua hanga anahera me tona kapa. I te aroaro reira ki te raupapa o ngā mahi tangata, te whakatau-hanga: i ki te ahua o te fakaue'iloto hoko ake ki te mana'o o te pai riri ranei i muri i te hui.

I teie mahana i reira e te iti rawa 50 tauira rerekē o te whakatau hoko, rerekē ratou i roto i te taipitopito, engari e taea te heke katoa ratou ki ngā wāhanga matua e rima o te tukanga.

mōhiotanga o te hiahia

Ia tukanga o te hanga i te whakatau hoko kaihoko tīmata ki te ahua o ngā hiahia mana'o turai, me te mōhiotanga. Tetahi tangata whawhai tonu hiahia rerekē, ka whiriwhiri kore e hāngai anake te kiritaki tino hāngai ana i runga i o ratou hiahia tūturu, engari ano hoki i raro i te mana o ngā āhuatanga o waho, me te ā. Ko te whakaaro o te hokohoko hōtaka - ki te āwhina i kiritaki mahino ratou hiahia. Advertising, hei tauira, kia taea ki te korero e kore anake te tangata e taea e ia te hoko ki te whakatau i nga hiahia rerekē, engari ano hoki te hiahia ki te waihanga. Hei tauira, kihai i hiahia te housewife multivarka rite te roa rite kore i pānuitanga korerotia ratou e pā ana ki te taea o tenei pūrere.

e kore te mea pera nui hiahia Natural o te tangata, a ka whāinga hokohoko ki whakatenatena te iwi ki te mōrahi, me te kohi tikanga. tangata Modern o nga metropolis i kakahu nui, whakaora ia i te matao, me ia he mea mohiotia rama huatau ki te whakatau i nga hiahia o te mana i roto i te raina ki te ngā ahua. Ko te kua arahina tautooraa hokohoko ki te putanga o enei hiahia. Hei wāhanga o te kōrero hokohoko ki kiritaki e awe i roto i te akoranga o i peka ia i roto i te manakohia o tetahi ranei tetahi kē ki te whakatutuki i ngā hiahia mohio a.

tiki mōhiohio

ngā wāhanga katoa o te tukanga o te hanga whakatau hoko e taea arahi ki te hanga i te hoko. I roto i ētahi wā, ka taea e te hanga i te kiritaki te hoko i te wā te hiahia whakatika, hei tauira, hiahia ki te inu, ka kite ia i tonu te mīhini ki te wai, a hokona te hua ki te matewai o. Ko maha taea hoki te uara iti o nga taonga, me te mo ngā rerekētanga iti i waenganui i te hua. Ki te titau te hoko he utu āhua nui, e heipü tīmata te kiritaki ki te kohikohi mōhiohio i runga i ngā kōwhiringa ka taea ki te whakatau i te hiahia. rapu Information he tauira tino. Ki te puta he raruraru tangata tuatahi e pā ana ki ona rauemi mōhiohio ā-(matauranga rongoa i roto i te mahara), a anake, ki te kahore he riro kahore whakautu, karanga nga puna waho - te pāpāho, hoa, i roto i te mata o te hoko. I roto i te mahi, rite tenei titiro reira: hiahia te iwi ki te hoko i te hanawiti - mahara ia tata te wahi i reira ko te wāhi o hoko o tenei hua. Ki te kore te maumahara, e kore e tahuri te reira ki ētahi atu puna o ngā mōhiohio. Ki te kore, e taea e ia te ui hoa, titiro ki runga ki te Internet, a na i runga i. N. reira, ahu marketers ki te whakaki i ngā mōhiohio mahara o te tangata e pā ana ki te hua, me te ki te whakarite i te taiao kōrero e wātea ana e, ki te tika, kiritaki taea ako e pā ana ki te hua i ngā mātāpuna rerekē.

Aromātai o whirinoa

A, no te rapu hoki ngā mōhiohio e whakaratohia ana te maha o ngā kōwhiringa ngā rite mō te whakatutuki i ngā matea o te tukanga whakatau-hanga i runga i te hoko o nga taonga tomo ki te atamira i muri - te whakarite o ngā kōwhiringa. pea te paearu aro mātai rerekē, a ka taea e te taahiraa tango i te wahi i roto i te whakarite ohie (waiu hou, me te inanahi o), me tenei kia tahuri ki te aro mātai tohunga ki te awhina o iwi toru me te tīaroaro o ngā paearu (hei tauira, te hoko waea utu). Te hokohoko atu te utu, me te whaimana, te rerekē atu uaua o te tukanga whakarite e wahi. Ko te mana o te pānuitanga, waitohu, kaihoko tūtohutanga ranei tangata mana e taea whai i te pānga whakatakotoria i runga i te whakatau.

whakatau hoko

Ko te tukanga whakaahuatia i konei - te whakatau, ki te hoko - e taea te whakaoti i tetahi wā, ki te mea kua riro he tangata he take kaha i roto i manakohia o te mahi kore ranei o reira. Te whakatau whakamutunga i runga i te hoko mai ki te wāhi hoko, a ko reira take nui ko te huru taonga me te tangata o te kaihoko, me te whakaritenga mātau o ngā o hoko: whakaatu o taonga, .. Whakaterea, te mâ, haratau o utu etc. he nui taonga tākai me te āhuatanga organoleptic.

whanonga Postpokupochnoe

Ko te whāinga matua o te hokohoko - utu kiritaki - he takahanga katoa i roto i te tukanga whakataunga kaiwhakapeto. Hoko feaa mua, aromatawai o whirinoa, mau ma'itiraa, engari e kore te oti te reira. Mau mai i te kāinga i te taonga, haere tonu te kaihoko ki feaa i te tika o tona whiriwhiri. Ki te ko te tūemi i roto i te whakamahi e kore e kawea te mauruuru, me te pai, ka ka tīmata te kiritaki ki te horahia ngā mōhiohio kino e pā ana ki te hua, e kua he pānga tōraro i runga i te whakatau o te tahi atu pātaihia. Na reira, e āwangawanga e pā ana ki te pehea, ki te riria te kaihoko te whiriwhiri tika me i muri i te hoko, kua whakaarohia reira mo taurangi mahi atu, e tautokona ana e pānuitanga marketers.

mana kaiwhakamahi whanonga

Ko te tukanga matatini o te kiritaki whakatau-hanga e pā ana ki te hoko ko te kaupapa o te mahi hokohoko. I ia wā ka taea e whakaawe i te putanga o te tukanga. I nga wāhanga o te mōhio o ngā hiahia me te mōhiohio tiki e whakamahia e taua āhuatanga rite nga uara pāpori me te ahurea, ngā rōpū tohutoro, ngā āhuatanga o te piha haapiiraa pāpori me te kāhua o te ora o kiritaki. I te wā o te whakatairite kē me te atamira postpokupochnoy whai wāhi nui te waitohu, tona whakapakoko, me te pānuitanga. Marketers, i roto i te meka, e kore e waiho whakarongo koutou kiritaki 'ake ai ratou i nga takahanga o te hoko hihiko arawhata āta arahi ki te hoko, a ka whai wāhi tonu i roto i te tukanga hou. Me whai ratou hua hoko whakatau i ia wā - ko reira te mōhiotanga, te matauranga, huru, whai wāhi me te ngākau pono. Enei hua Ko te hua o nui, mahi matatini, e haamata me mutu rangahau whanonga kiritaki.

Ko te faufaa o te rangahau whanonga kiritaki

Investigation o te tukanga o te whakatau-hanga e pā ana ki te hoko o nga taonga, ko te tīmatanga o te hanganga o tetahi hōtaka hokohoko. Kahore hoki e mohio pehea me te wahi ki te titiro mo te kōrero ki te kiritaki, he aha ngā āhuatanga whakaawe i tona whiriwhiri, e kore e taea ki te kawe i roto i te whakamahere pāpāho mātau me te waihanga o ngā karere pānuitanga. Na nga wāhanga o te tukanga whakatau hanga o hoko ko te kaupapa o te tātaritanga hokohoko tino. A kia mahara ai e rerekē te tauira whakatau-hanga i runga i te huringa ora hua rānei. Hei tauira, rerekē whakahōu ki te iwi hua pakeke pai-mohiotia hoko. E whakakitea tauira rerekē o te whanonga i roto i te hokohoko rarawe me te tauhokohoko, me enei rerekētanga anake i roto i te akoranga o te rangahau.

Tauira o ngā tukanga o te whakatau hoko

Mohio reira, to tatou e rave rahi mau taime ia haukotia ki te raruraru o te whiriwhiri: .. He aha ki te hoko mo te tina, i reira ki te haere ki te okiokinga, he aha te mea homai noa ki te hoko i te kotahi aroha, me ētahi atu te tukanga o te hanga hoko faaotiraa, tauira o e taea kitea katoa i roto i to ratou mahi, he noa, me te maha aunoa. Tetahi kiritaki ahu ki te whakaora i to ratou rauemi, tae atu wa, pūngao me te maramarama. Na reira, tau feinga ki te iriti i tetahi tukanga i roto i te rohe o tikanga, me te-whāiti. Ki te kotahi ra i pau tatou wa, me te kaha i runga i te kōwhiringa o te wai, a ka whakaaetia e ia te kōhao tatou, ko reira pea e tatou e whakaaro kotahi ano e pā ana ki te raruraru taua, anake, ki te e takoha tatou ki tenei tūkunga, ka hoko i te wai kotahi. He tauira o te whanonga rapu matatini taea te huaina te hoko motokā, maha i roto i te āhuatanga i taua, he tangata haere i roto i nga wāhanga katoa o te tukanga mahi whakatau, roa whakataurite kōwhiringa, me te tairongo ki te mahi postpokupochnomu.