El rays, Dzhek Traut "Marketing Imfazwe": umxholo, izigxeko

Kukholelwa ukuba awukwazi ukwakha ishishini lakho ngaphandle intshukumisa efanelekileyo. Kulo mzekelo, ntonje indima ayikho kuphela iphupha engumzekeliso yokuzuza ubutyebi, okanye yokuzilungiselela, kodwa imizekelo elithile labantu abaphumeleleyo. Kuyinto le abemi kwaye ichaza ethi "Marketing Imfazwe", nto leyo iminyaka engaphezu kwama-20 angalahlekelwa kwayo phakathi nabameli ezoshishino. Yintoni ekhethekileyo ngale Ushicilelo? Ntoni na? Nento abacinga ngayo abafundi?

ingcaciso jikelele ngale ncwadi

Book amahle igama ukuthetha laqala yabhalwa ngowe-1986, epapashwe phantsi mbhali kaEla Raysa no Jack trout (onokuyibona efotweni ngezantsi). Kuyaphawuleka ukuba zombini abalobi lezentengiso bokwenene abaye bakwazi uphumelele kwezoshishino zabo.

Isiseko ababhali yayo elizayo bestselling abe ithiyori, nto leyo kanye zazikho kwiincwadi zakhe lwenzululwazi "On War" igosa Prussia kunye nombhali zomkhosi Carl von Clausewitz. Ngokwalo mbono, ngomsebenzi wakhe "Ukuthengisa Ulwa" ababhali arhola isifaniso phakathi kukhuphiswano wokwenene ecingelwayo ukulwa zemali phakathi neenkampani ezinkulu. Ngenxa yazo, lo lwalamano Kucacile, nombhali thiyori Bayibiza inkulu qhinga urhwebo kwimbali.

Yintoni eyona njongo iphambili yale ncwadi?

Injongo yokubhala "Impi Marketing", kubandakanywa ebonisa izizathu, ababhali zichaza ngokweenkcukacha kwintshayelelo. Kuyo bethetha intumekelelo beenkampani ezinkulu ukulwa ngobunkokheli, hayi disdaining nkqu iindlela dirtiest lomzabalazo.

Ngokutsho kwabo, ethi "Marketing Imfazwe" luhlobo lwesixhobo koosomashishini ezinkulu nezincinane abafuna ukwakha ishishini zabo yaye akoyiki ukhuphiswano kunye nje "ufuna ukusinda."

Le ncwadi inika imizekelo eziphathekayo zamashishini zonke iziphumo ezilandelayo.

E. Rice and J. trout "Impi Marketing": Isishwankathelo

Le ncwadi ivuso sithetha ukuthengisa mihla. Ngaphezu koko, bayacelwa abafundi ukuba bajonge umzabalazo phakathi bemibutho kwi engile eyahlukileyo ngokupheleleyo.

Le ncwadi ibhekisa undoqo ukuthengisa, leyo, ngokutsho ababhali, kungaphelelanga nenkonzo yabathengi, kwaye ukuba usebenzise iintlobo amaqhinga kunye ukulungisa ezinceda ukufumana ngeenxa zonke, zikufumane okhuphisana benkampani. Kwaye kulo mzekelo, ukuthengisa lo ubufanasini nokugcina ulwa abathile phakathi abameli yeshishini enkulu intsimi, indima yayo yonke abaphulaphuli client.

Ziziphi iindlela zoshishino ecetywayo ngababhali?

Ukongeza iingcebiso eziluncedo, E. Rice noJ trout ( "Ulwa Marketing" - ngomnye wababhali abaziwayo yeencwadi) Bancokole izicwangciso ezikhoyo intengiso. Ngokutsho hypothesis zabo, ezo ntlobo zilandelayo:

• oluthukayo;
• Uyalwa;
• ibandla;
• ephangweni.

Uvela qhinga ekhankanywe ngasentla ukuthengisa incwadi kakubi bekhangela iinjengele abanetalente ukuba emibini okanye iinkampani ezimbalwa ezikhuphisanayo ezinkulu. Kulo mzekelo, imisebenzi ephambili weqela ezifumaneka ke wophendlo ukusetyenziswa ngobuchule kwicala ezibuthathaka yotshaba.

lamaqhinga Uyalwa lo mdlalo kubandakanya yinkokeli enkulu lorhwebo. Kuyaphawuleka ukuba esi sicwangciso isekelwe uhlaselo umdlali ezikhethiweyo (ekhuphisana), kunye nam. Ngapha koko, ngokutsho loo maqhinga, inkampani ezinamandla ziya kubona ngexesha elililo kwaye ukuthintela uhlaselo a okhuphisana kwaye wenze konke ukuba ayiphumelelanga kakubi.

Kwaqala amaqhinga kunye ukwakha

Malunga kwaqala amaqhinga Dzhek Traut bakhe intsebenziswano umbhali wabhala oku kulandelayo: phantse bonke abadlali emfazweni kurhwebo banyanzelekile ukuba baqhube imisebenzi oyimfihlo. Inyaniso ukuba iinkampani ezininzi ukuba iinkokeli ngokohlanga ezinzulu zemali kude kakhulu, kunokuba kuphela kwethemba nempumelelo, ukuba aqale ukulwa ngokuphandle. Ngokutsho nababhali, ziya kuphumelela kakhulu, nto leyo impi.

Ukwakha maqhinga, njengoko kuvela, oko kuxhomekeke kwimpumelelo indawo ekhethiweyo. Ngaphezu koko, kufuneka kuphela ukuchonga, kodwa ukwenza uhlengahlengiso zabo. Ngamanye amazwi, ukuba uhlahlelo kwicandelo lemarike lwequmrhu omnye izikhewu, ke kufuneka ombutho we Idols yayo. Kwaye ke, apha, njengokuba imfazwe yokwenene, konke oko kuxhomekeke element ngumothuko.

Ziziphi Iinkampani ezinkulu ezikhankanywe kule ncwadi?

Abadlali eziphambili El miseve kunye trout D. ukhankanye iinkokeli iziselo nezihlwahlwazayo soft, uzila ukutya, imveliso utywala kunye neentengiso, IT-iiteknoloji kunye nabanye abaninzi. Ngokomzekelo, xa umsebenzi wababhali sithetha imfazwe yokwenene phakathi kwamazwe adumileyo afana Coca-Cola kunye Pepsi. Ukhuphiswano phakathi ezi nkampani zimbini bukhulu kangangokuba kuquka nenkcaso yehlabathi.

Kwincwadi yakhe "Impi Marketing" ezi iintlobo zithelekiswa kuqala, uze emva koko uchaza iindlela lomzabalazo kunye nabanye. Ngoko ke, ngokutsho ababhali, ndeva malunga efanayo zombini iziselo. Nazi nje inxalenye inkampani Coca-Cola igcina imfihlelo, kunye Pepsi, phezu koko, ubhala kwileyibhile nganye. Kodwa akukho ingongoma.

Zombini Iifem bakhetha kulwa endle iintengiso, esebenzisa amajelo eendaba, iibhodi, imiqondiso, kunye nezinye iimpawu. Yaye umzabalazo wabo njengoko Dzhek Traut uthi nzulu kakhulu. Omnye enye kuphela inxaxheba yemfazwe ukuya umboniso, ngokuyinxenye ukugculela ubandezele, owesibini kudala ividiyo ukuphendula.

Kaloku, emva kokuba iinkokheli ezimbini aqalile ukukhuphisana, ukudala ibhotile entsha, esebenza ekuphuculeni ifomula, kwakunye ukuza kunye ezahlukeneyo sokunyuswa ngamabhaso kunye lotto.

Okubangel 'umdla kukuba, umzabalazo kakubi nje Pepsi. Coca-Cola badla ngokungahoywa kuhlaselo, ukukhetha salinda. Kodwa ukuba inkampani inoxanduva, oko phezu ngomlinganiselo omkhulu.

Longquzulwano phakathi kweenkokeli ukuzila ukutya

Omnye umzekelo olothusayo lobuninzi amanyathelo zomkhosi okhankanywe ethi "Impi Marketing" kukumelana ongatshiyo zokudla uzila ukutya McDonald kunye Burger King.

Kulo mzekelo, ukhuphiswano phakathi kwemibutho kwakhona indawo kwi ngeendleko intengiso. Umzekelo, ityala xa yokutyela Burger King iposelwe yibhanile kufuphi emnyango McDonald kaThixo. Kwaye yinto etyiwayo enkulu ngamazwi "Mamela ukungcamla, musa ukungcamla" sele zimelwe yaye baya utolo isalathisi kwicala yokutyela Burger King. Ngenxa yoko, le nkampani yakwazi ukwenza intlekisa kulo okhuphisana kwaye kutsala umdla kubathengi.

Ethile kule minyaka ingama-80 phakathi iinkokheli imfazwe sentengiso ifikelele incopho yawo. Ngeli xesha, Burger ukumkani wenze Punch wokwenene nesisu mbangi lakhe laphakade, ukususa ividiyo kakhulu inkanuko. Kuyo, umdlali oselula Sarah Michelle Gellar wayesidla Burger wathi ukuba iimveliso Burger King inyama-20% ngaphezu kwi McDonald kaThixo.

Ukusabela onjalo ebhegini abameli intshukumo okhuphisana umangalela kuphela inkampani ngokwayo, kodwa ngumdlali weqonga, kwaye i-arhente zeentengiso ukuphuhlisa script for kwimovie.

Imfazwe phakathi Apple ne Samsung

Ngenxa imizekelo yeencwadi nokuthengisa, ndingasathethi abadlali ezinjalo enkulu IT-technologies, ezifana Samsung kunye Apple. Zombini iinkampani ukhethe ukwakha amaqhinga. Ngokomzekelo, emva kokuba umba Apple iPhone 4 waqala ukufumana eninzi ukugxekwa kunye nokuphazamiseka ezinxulumene ukusilela yonxibelelwano.

Ukufunda le ukusilela eyimbangi obungunaphakade, i Samsung nangoko wadala yonke into kumnombo Galaxy S. Kulo mzekelo, lezipho ikhululekile Wathumela Blogger idumileyo IsiNgesi, leyo, enyanisweni wabhala, malunga iintsilelo Apple kaThixo.

Ngelo xesha Samsung lasungula inkxaso advertising Galaxy S, endaweni yokusebenzisa oonobumba ilizwi LL Molweni icons zonxibelelwano. Ngenxa yoko, le nkampani iye yakhuthaza iimveliso zayo, uXola zimbiza ezikhuphisanayo yeenkampani.

Umzabalazo phakathi iinkokheli moto

Le ncwadi "Marketing Imfazwe" Kwakhona ichaza Anaki izithuthi, nto leyo edla bakhuphisane. Umzekelo okuphawuleka ingqalelo ijamelene phakathi Audi, Porshe kunye Nissan.

Njengoko ezi zixhobo abenzi, ngathi ezikhuphisanayo elidlulileyo izibhengezo. Umzekelo, kucingwa ukuba kakhulu impumelelo amacebo okuthengisa Nissan leyo isicwangciso ukhethe uthelekiso enye okhuphisana. Ukuza kuthi ga ngoku, ukuba uye imizi England kunye neemoto Audi Porshe, ephelekwa imibhalo yabo: "Ngaphezu eninzi, ziyacotha kwaye hayi enamandla Nissan 370Z» kunye «Ndifuna ukuba ngokukhawuleza njenge Nissan 370Z».

Yintoni na impendulo kule zithutha ngundaba kwi Audi Porshe, kwi-yathengiswa kakhulu ethi "Marketing Imfazwe" (ncomo kunye nengxoxo yalo msebenzi kwaye kule mini, elingenakuguga) ayitsho. Kodwa ke, inkoliso yabo bonke, iinkampani Anibashiyanga ngaphandle ingqalelo eli nyathelo.

Le yezigcawu wenze inkampani izibhengezo entle BMW ngo-2003. Ngokutsho ingcamango lorhwebo; eyenziweyo kwiseshoni ifoto eqaqambileyo, ngexesha apho X5 BMW ngokohlobo jaguar yokuphanga ndamgxotha Mercedes ML kumfanekiso iqwarha ukulucanda ingalucandi kubini.

imizekelo Life of brand zasekhaya

Xa sijonga abameli ezinkulu iintlanga, uqala ngcembe kunye nentengiso yasekhaya (ukuqeqesha le inzululwazi elula namhlanje ethandwa kakhulu phakathi kwabafundi abavela kumazwe ahlukeneyo). Ngelo abasebenzi ngexesha elifanayo kwiinkampani Russian kunye ngummeli wabo zange barhuqe emva noogxa babo amazwe. Ngokomzekelo, kutshanje kwam apho umlo phakathi inkampani "iUnilever Rus" kunye Nestle. Kwaye kwaba ngokwenene Kungquzulwano zokupheka. Ngenxa yoko, ngolokuqala abadlali ekhutshwe inkukhu umhluzi TM yorhwebo 'uKnorr ", apho kwade kwakabini ukuba kufuneka ukupheka ngaphandle ngomlingo. Ke kaloku, ekupheleni movie wakhalisa isilogeni: "Lo isuphu. Akukho magic. "

Ziziphi iimbono kubasebenzisi ngale ncwadi?

Nangona isibakala sokuba ukusukela kokupapashwa ncwadi kunye wokuguqulela Russian yaba ixesha elide kuye ukuba kusekho ukuthetha. Ngokomzekelo, omnye abasebenzi kwisebe sentengiso lo uthi yena wachukunyiswa ncwadi. Ngokutsho kwakhe, le ncwadi ibhekisa iinkqubo ezizizo zomsebenzi, apho namhlanje isetyenziswa ziinkampani ezininzi ezinkulu nezincinane. Ngaphezu koko, umsebenzisi siveza ukuzisola kwakhe ukufunda uhlelo ngaphambili.

Enye umsebenzisi Kwakhona uchaza ukuphathwa ngendlela le ncwadi. Ukusuka amazwi akhe kucacile ukuba ukupapashwa kubekwe njengendawo uhlobo yokufunda, ngokusekelwe koko wakwazi ukufumana uqeqesho olupheleleyo lorhwebo.

Eyesithathu usola ukuba le ncwadi ibhalwe ngolwimi olulula yaye kubandakanya inani imizekelo ezithile kunye nemifanekiso enombala. Okwesine ngathi ababhali ndlela engaqhelekanga, usebenzisa uthelekiso owayelwela yokwenene kunye nokhuphiswano eliphilileyo phakathi kweenkampani. Abanye abafundi abaye bafunda incwadi layigqiba, cinga iindlela zokuthengisa awungeni esisetyenziswa ngababhali.

Ngamafutshane, le ncwadi imalunga "Impi Marketing" umntu xhwele, yaye ngubani na. Umntu Sawufumana eninzi amacebiso aluncedo kwaye ngamanye amaxesha wakufumanisa engeyiyo lixesha. Yiba ukuba kunjalo, umba ufanelwe ingqalelo. Emva kokufunda oko, uya kufumana kulo into onomdla kuwo.