Marketing rikurumidze: kusarudza kutenga. The muitiro Matanho

Maitiro kurapa mutengi - rinokosha yokutengesa basa. kukosha kwayo anowedzera kunyanya zvikuru yemakwikwi mumisika, apo chigadzirwa sarudzo huru. Kuti ritibatsire maitiro mutengi, zvinokosha kunzwisisa kuti muitiro kunoitika kutora mutengi vachitenga zvisarudzo uye chii nzira unogona kusundira kuti chisarudzo chakarurama mumatanho akasiyana.

nyaya nhoroondo

Sezvo yakazvimirira munda yokudzidza nevatengi Maitiro akaumba pakati pezana remakore rechi20. Tikafunga kufarira motivational tsvakurudzo panguva mharadzano wepfungwa kumusika, pane chitsva munda zivo. chinhu chacho okudzidza ndiyo maitiro zvechadenga mutengi, kusanganisira avo munyaya yedu bepa kwacho - kusarudza kutenga. Panguva mudzi sayenzi vaiva masayendisiti American John. Angel uye R. Blackwell, vakanyora tanga bhuku "Consumer Maitiro", iro nhasi chaiwo, uye akasika rokutanga yemashoko muitiro kuita zvisarudzo zvokutenga. Chinangwa sayenzi mutengi maitiro kwaiva kutsvaka zvinobudirira nzira kufurira sarudzo.

mutengi maitiro utariri mazano

Marketing zvayo kuita itibatsire mutengi chisarudzo zvinofanira kubva zvinotevera zvinokosha zvinodavirwa muchitendero:

• mutengi achava yakazvimirira wayo zvisarudzo uye uchangamire yayo haifaniri akambokanganiswa;
• mutengi kurudziro, richitsanangura muitiro (zvisarudzo zvokutenga) dzinodzidzwa kuburikidza tsvakurudzo;
• mutengi maitiro inogona kukanganiswa;
• simba pamusoro Mutongo mutengi evanhu mitemo.

Nhungamiro idzi dzave akagadzira panguva padariro paumbwe sayenzi mutengi maitiro uye vari inviolable.

Pfungwa kutenga Marketing

Purchase - wechikoro uye aida chinangwa zvirongwa kumusika. Musimboti kuritenga ndiwo kupanana mari zvinhu uye mabasa. Panguva iyoyowo mutengi kutenga kakawanda chokuita mupfungwa: mukuru mutengo, arambe munhu kusarudza kuita kutengwa. The mutengo kwenhumbi runoratidzwa mari, uye ivo, akavapindurawo, panoonekwa vatengi sorutivi amene, nokuti mari anopedza pfuma yayo: nguva, unyanzvi uye ruzivo. Saka, kurasikirwa nemari kazhinji asingadi kuuya nyore kuti mutengi. Basa rimwe marketer - kuti zviite iyi, kubatsira munhu kuwana mufaro kutenga uye vakaguta pamwe kutengwa yavo. Kugadzirisa dambudziko iri marketer vanoda kunzwisisa zvakanaka sei muitiro wokusarudza kutenga mutengi. Nhasi, marudzi awa zvatengwa vari dzinounzwa se:

• Fully vakaronga kutenga kana mutengi anonyatsoziva chii muchiso, mutengo uye nzvimbo kutengwa. Kazhinji ichi mhando Rinobatanidzwa nepaitengwa anodhura yakasimba zvinhu.
• Chikamu vakaronga rwokutenga, kana mutengi anoziva zvinhu aida kutenga, asi kuti chiratidzo nzvimbo yako ndapa uye kwete asi akasarudza. Izvi mhando kakawanda uchishandiswa nevatengi nhumbi, zvakadai mukaka kana chingwa.
• Zvechivhurumukira kutenga kana Mutengi anotenga chinhu pasi pokudzora kwenguva pfupi chido. Kazhinji saka vakatenga chisingakoshi zvinhu, chete kune kutenga avo dzinovhurika, somuenzaniso, "inopisa" Checkout nharaunda, apo 90% rinoumbwa zvechivhurumukira kutenga.

Yemashoko sarudzo iri kutengwa

Pasinei munhu kusiyana vanhu, maitiro avo sezvo vatengi kukanda schematic. Saka, muna yokutengesa nayo vakasarudza kushandisa muenzaniso kuti mutengi maitiro. Ivo gadzirisa zvikuru kunzwisisa mutengi Workflow uye tendera tinosarudza Zvakanyanya Kunaka Panguva Yepamuviri nzvimbo nezvainoita mutengi. Kare, muenzaniso wokutanga aiva anorimwa Kotler akadana "bhokisi dema atenga chavanoziva." In muenzaniso uyu, ari kuuya dzokutyaira zvinhu vanowira bhokisi dema, riri mudzoke mu kwaiita mutengi. Cotler kukwanisa kujekesa musimboti wacho yokuita sarudzo uye akaritumidza kuti "bhokisi dema", asi munorumbidzirweiko yake yakanga kuti akataura kune zvounhu munda akadaro. muenzaniso First rakazara chisarudzo kutenga wakasikwa Angel uye chikwata chake. It chaipiwa kuna kutevedzana kwezviitiko nezviito kwevanhu, sarudzo: kubva pakaita imwe vavariro kunotenga kusvika kunzwa mafaro kana kusafara mushure chiitiko.

Nhasi pane zvinenge 50 dzakasiyana yemashoko kuritenga chisarudzo, ivo vakasiyana zvose, asi vanogona zvose kuderedzwa kuti mumatanho shanu chikuru kwacho.

Kuziva kudiwa

Mumwe urongwa pakuita mutengi kutenga zvisarudzo rinotanga chitarisiko vavariro uye ruzivo zvinodiwa. Chero munhu nguva dzose kurwisa zvido siyana, uye sarudza kwazvo akakodzera mutengi hazvisi chete papfungwa dzavo zvomene zvavanoda, asi pasi pokudzora siyana kwokunze uye dzimwe zvinhu. Chinangwa yokutengesa zvirongwa - kubatsira vatengi kunzwisisa chido chavo. Kushambadza Somuenzaniso, kukwanisa kwete chete kuudza munhu kuti iye anogona kutenga kundosangana kunosiyana zvinodiwa, asi chido kusika. Somuenzaniso, amai vemba vasingafaniri multivarka chero kushambadza haana akavaudza pamusoro yaibvira mudziyo uyu.

Natural zvinodiwa munhu haisi kwazvo, kumusika ndehwokuti kukurudzira vanhu kuti vaifanira, uye basa rakawanda. Modern vagari guru vane nguo zvakakwana, achiponesa naye nechando, iye anoda mufashoni chinhu anozivikanwa pezvitsiga kuti zvinodiwa mukurumbira maererano nefashoni. Ndizvo Marketing kuedza zvakatungamirira kuti chidzoke zvinodiwa izvi. Sezvo chikamu Marketing kukurukurirana kuti vatengi vanonyengerwa mukufamba yaakanga akaramba vachida mumwe kana mumwe musiyano wezvinyorwa kusangana paakaziva zvinodiwa.

mashoko acho

nzendo Vose muitiro rokuita rokutenga zvisarudzo zvinogona kuita kuti Kutenga. Mune zvimwe zviitiko, mutengi anogona kuita pakutenga panguva Danho kudiwa unomuka Somuenzaniso, aida kunwa, akabva vakaona muchina nemvura uye vakatenga chigadzirwa kuti vapedze nyota yavo. Kazhinji zvinoita kuti diki kukosha zvinhu uye kuti zviduku kusiyana zvigadzirwa. Kana kuritenga kunoda hwakanyatsorwisa nouchapupu mari, mutengi vaizongoguma anotanga kuunganidza mashoko zvichibvira kusarudza zvinodiwa. Information kutsvaka ane chaicho muenzaniso. Kana dambudziko rikaitika munhu wokutanga anoreva ayo womukati mashoko pfuma (ruzivo mumabhatiri mundangariro), uye chete kana pasina mhinduro kugamuchira, dana kwokunze zvinyorwa - nevezvenhau, shamwari, mu pfungwa kutengeswa. In tsika, zvinoita sokunge ichi: vanhu vaida kutenga sangweji - anorangarira apo pedyo pane pfungwa rokutengesa zvibereko izvi. Kana Recall rapera, hazvizombofambiri kune mamwe manyuko mashoko. Kana kwete, anogona kubvunza shamwari, tsvaka paIndaneti uye zvichingodaro. N. Naizvozvo, telemarketers vanowanzotevedzera kuzadza munhu ndangariro ruzivo pamusoro chigadzirwa, uyewo kuronga anowanika mashoko ezvinhu, kana zvakakodzera, vatengi vanogona kudzidza pamusoro chigadzirwa hwatingawana siyana.

Evaluation pane

Kana kutsvaka mashoko anopiwa akawanda nekaupenyu kuenzana kusarudza kuti musangano zvinodiwa yokuita sarudzo iri kutenga nhumbi vachipinda inotevera Danho - fananidzo zvaungasarudza. The Kukoshesa nzira angava akasiyana, uye danho anogona kutora nzvimbo iri nyore kuenzanisa (yakachena uye zuro wacho mukaka), uye izvi zvinogona kuchinjwa kuti nyanzvi wakatarwa achibatsirwa vanhu rechitatu inogara nzira (semuenzaniso, kutenga foni zvinodhura). The anodhura uye nomukurumbira kunotenga, zvakaoma zvikuru dzakasiyana ari kuenzanisa kwacho kunoitika. The simba kushambadza, muchiso, mutengesi kana dzave yakavimbika munhu anogona kuva mutsindo zvainoita sarudzo.

achitenga kusarudza

Masero anorondedzerwa pano - chisarudzo kutenga - kunogona kupera chero danho, kana munhu akagamuchira Kana simba muchifarira chiito kana kukundikana kwayo. Chisarudzo chokupedzisira kutenga anouya okutengesa pfungwa, uye chinhu chinokosha ndechokuti muchitoro mhepo uye munhu mutengesi, uyewo nomazvo urongwa pfungwa waakazvitengesa: kuratidza nhumbi, .. kufamba, utsanana, zvivanakire mubhadharo etc. dzinokosha zvinhu kavha uye organoleptic ehupfumi.

Postpokupochnoe maitiro

The chikuru Vavariro yokutengesa - mutengi kugutsikana - matanho zvose pakuitika mutengi sarudzo. Kutenga asati mubvunzo, tinyatsonzwisisa pane, sarudzo, asi zviri kupera. Kuunza musha nhumbi, mutengi anoramba nechokwadi Kururama sarudzo yake. Kana chinhu ari kushandiswa haazogumisi kugutsikana uye mafaro, ipapo mutengi ichatanga kuparadzira kunaka mashoko pamusoro chigadzirwa, ine inokanganisa kusarudza vamwe vatengi vaishandisa. Naizvozvo, telemarketers hanya sei kuti abvume mutengi kusarudza uye pashure rwokutenga, zvinonzi wakatangwa okuwedzera inopikira basa, vachitsigirwa ne pakushambadzira.

maitiro mushandisi kuzvidzora

The kunzwisisa basa mutengi kusarudza pamusoro kuritenga ndiye musoro yokutengesa chiito. Padanho rimwe nerimwe dzinogona mugumisiro kwacho. At nzendo vazive zvinodiwa uye mashoko acho vari kushandiswa ne zvinhu dzakadai magariro netsika, bhuku mapoka, zvinoitwa munzanga uye manyorerwo upenyu yevatengi. Panguva padariro kusiyana inotsiva uye postpokupochnoy Danho inoita basa rinokosha iri zvizivikanwe, ayo mufananidzo uye zvokushambadzira. Vatengesi Chokwadi, regai kusiya kwako vatengi 'kuteerera nokusingaperi vakaita tsoka vanotenga unoda manera atungamirire zvishoma nezvishoma kutenga, uye ipapo pakarepo kuita itsva kwacho. Zvisarudzo zvokutenga padanho rimwe nerimwe anofanira kuva nemigumisiro dzavo - ndiro ruzivo, zivo, maitiro kuvimbisana kuroorana uye kuvimbika. zvawanikwa ava pamusana guru, kunzwisisa kuvhiyiwa, unotanga uye inoguma zvidzidzo nevatengi maitiro.

Kukosha tsvakurudzo nevatengi maitiro

Kuongorora zviri nedanho kusarudza pamusoro kutenga nhumbi ndiyo pokutangira paumbwe yokutengesa chirongwa chipi. Kusaziva sei uye kuti kutsvaka mashoko mutengi apo, chii zvinoita dzinochinja sarudzo yake, hazvibviri kuita munhu akwanise kuronga nevezvenhau uye idzidziso ezvokushambadzira mashoko. Uye nzendo sarudzo iyi pakati nokutenga ndiyo nyaya zvizere yokutengesa kuongorora. Uye zvinofanira kurangarirwa kuti sarudzo muenzaniso zvinosiyana zvichienderana chigadzirwa upenyu yatinofema. Somuenzaniso, reserved kune chinozivikanwa vakura chigadzirwa vanhu kutenga zvakasiyana. mifananidzo Maitiro yakasiyana mune Wholesale uye chitoro pamisika, uye kusiyana izvi zvinoratidzwa chete mukufamba pakutsvakurudza.

Mienzaniso dzinotsanagura kuritenga kusarudza

Vasingambozvifungire, tine kanoverengeka daily nechisarudzo dambudziko rwokusarudza: .. Chii kutenga kuti kudya, apo kuenda zororo, chipo chii kutenga mudiwa, etc. inoshandiswa pakuita zvisarudzo zvokutenga, mienzaniso izvo wose vanogona kuwana kwavo tsika, ndiko zvakafanana uye kazhinji zvokuzvisarudzira. Chero Mutengi vanowanzotevedzera kuponesa pfuma yavo, kusanganisira nguva, simba uye ungwaru. Saka, tinoedza kushandura chero muitiro munzvimbo kwakajairika uye stereotyped. Kana rimwe zuva takapedza nguva uye kushanda nesimba kusarudzwa muto uye akapa kwatiri mhango, hazvingaiti kuti ticharamba kamwe zvakare kufunga chete dambudziko, chete kana tiri kumanikidzwa ezvinhu ichi, uye kutenga chete muto. Muenzaniso kunzwisisa kutsvaka maitiro anganzi motokari kutenga, kazhinji mumamiriro ezvinhu akadaro, munhu anoenda kuburikidza zvose nzendo zvisarudzo muitiro, refu rinoenzanisa zvokusarudza uye inonyatsoziva postpokupochnomu basa.