Philip Kotler, Fernando De Bes "ukuthengisa osecaleni. technology sokuzingela iingcinga yimibono "

Kwihlabathi lanamhlanje, ukuthengisa ludlala indima kakhulu ebalulekileyo ngokupheleleyo zonke iinkalo zobomi kunye nomsebenzi. Ukhuphiswano nangayiphi kwimarike iphezulu kakhulu, ngoko yonke umrhwebi kufuneka ucinge ngendlela ukunikela iimveliso zabo kwaba imfuno. Ngoku nje eze ngayo into, wasibeka phezu emarikeni banandiphe yokuthengisa eliphezulu. Kuba market kuyimfuneko ukulwa kwaye kube lula kakhulu. Noko ke, umdla kukuba abantu abaninzi basebenzisa lokumaketha nkqo, leyo isebenza kwimarike enye, abaphulaphuli ekujoliswe efanayo. Eli nqaku liza kuxubusha ngayo urhwebo osecaleni, nto leyo ke malunga ngokupheleleyo nkqo. Kakade ke, uya kufunda le ncwadi kwaye enye edumileyo ehlabathini lorhwebo Filipa Kotlera, owabhala iinkcukacha kufuneka isebenze ngendlela ingcali intengiso, ukuba ufuna ukukhuthaza ngokufanelekileyo le mveliso. marketing lateral - yindlela enkulu ukunyusa imveliso okanye inkonzo, apho ke, ifuna inqanaba eliphezulu yokucinga okunobuchule.

Yintoni na?

Abantu Into yokuqala bafuna ukwazi - yintoni na le urhwebo lateral. Xa sithatha kota ngokubanzi, oko singachazwa njengento inkqubo iindlela zonyuselo, nanjongo zawo yokulwa kakuhle kukhuphiswano. Ngokwenene, eli yale ndlela ecinga ngaphandle, kukhangela kwicala eyahlukileyo ngokupheleleyo le ngxaki, ukuze baqonde indlela ukunyusa imveliso okanye inkonzo ndahlukile kontanga. Iindlela asetyenziswe kolu hlobo urhwebo, kwiimeko ezininzi, kodwa nje engaqhelekanga, kodwa ekhethekileyo. Kungenxa yoko le nto yonke marketer uyakwazi ukunika nje imarike nkqo ndiye lateral. Noko ke, ukuba ufuna ukuba ngaphambi wonke yaye uphumelele, kufuneka uphume zone yakho intuthuzelo kwaye wenze konke okusemandleni akho. Qiniseka ukuba urhwebo osisi - kuyinto ebalulekileyo nesimele ukuchitha ixesha kunye namandla awo.

Imvelaphi kombono

Urhwebo nezibhengezo - nentsimi yomsebenzi apho ufuna ukucinga ngobuchule. Nangona kunjalo, oku kufuneka amanqanaba ahlukeneyo kakhulu, ngoko kukho iintlobo ngeentlobo lorhwebo. Njengoko zokumaketha osecaleni, kuyimfuneko ukuqala kwangoko kunye elithi ngokwayo. Yintoni na? wenza njani le mbono? Njengoko abaninzi bayazi kakuhle, lateral - igama olungcambu zalo Latin. Latus e Latin lithetha "kwicala" - ngokulandelelana, a osecaleni osisi - a icala. Kodwa yintoni na ngokunxulumene uhlobo lorhwebo? Isibakala sokuba isiseko sale hlobo marketing yokucinga osecaleni, oko kukuthi, indlela non-standard neyobuchule. Ngako oko, sphere ngokwayo a kakhulu okunobuchule, nkqu kumashishini ezobugcisa ezifana ukuthengisa.

Indlela classic

Kakade ke, inkcazelo kubalulekile, kodwa akwanelanga ukuba baqonde ubunzulu kwale ndlela. Urhwebo nezibhengezo lukwa yinxalenye yemveliso naziphi iimpahla okanye anike naziphi na iinkonzo. Ngaphandle kwabo, nje akukho namnye uya kumazi malunga nemisebenzi yakho. Ngako oko, eli marketing - kukhuthazo kwempahla neenkonzo emarikeni ukuze ufumanise ngakumbi aba bantu, ke ngoko, abantu abaninzi ngakumbi wayefuna ukuthenga imveliso okanye inkonzo. yokumaketha nkqo isebenza kumgaqo segmentation - wentengiso ethile yeempahla uyonyulwa nge abaphulaphuli ekujoliswe ethile, ngoko kubhaliwe abamnkela ngokusekelwe efanelekileyo, kwisigaba ngasinye yabamba line yalo ishishini. Le ndlela classic nokuthengisa - yaye kwakhona kakhulu kangako, njengoko simisela isakhelo ecacileyo, imida apho aqhube ishishini.

A look entsha

urhwebo lateral, nayo, inikeza jonga kwi imeko kwinkalo ezahlukeneyo; ndingenzeli kunirhintyela imisebenzi imarike othile, kwaphulwa ibe amacandelo, kwaye enze kumacala ahlukeneyo, izihlanganisi ubuchule bokucinga. Ngenjongo yentengiso enjalo - kukunikezelwa iimpahla okanye iinkonzo ngendlela entsha ngenxa engaqhelekanga indlela ukuthengisa, unxibelelwano yoqobo kunye nabaphulaphuli ekujoliswe kulo, ukuchongwa kwemfuneko, ongayi kuba nako kuthathelwa ingqalelo xa usebenzisa indlela nkqo.

incwadi Kotler kaThixo

Philip Kotler - le yenye yezona lezentengiso edume kakhulu futhi iyimpumelelo ixesha lethu. mpumelelo yakhe inkulu ethi "Iziseko Marketing", nto leyo abarhwebi uthathwa ukuba babekho Bibilov. Noko ke, le ncwadi kuphela ebhalwe yingcali - kumxholo eli nqaku sifaneleke ngakumbi omnye umsebenzi - "osecaleni yentengiso:. Technology uphendlo iingcinga yimibono" Kungenxa kule ncwadi ikuchaza ngokweenkcukacha indlela nentengiso - ntoni na, kwaye okubaluleke kakhulu - kufuneka usebenzise yona. Ngaphezu koko, le yesibini umxholo inikwe ingqalelo ngakumbi - kule iintetho ngeencwadi malunga ubuchule bokucinga kwi-sikhokelo urhwebo iindlela ezingezizo zemveli kunye nokucinga okunobuchule. Ukuba ufuna ukuba ube marketer enkulu, ke le ncwadi umele ubukelwe sakho. Ewe, i "Principles of Marketing" - iBhayibhile marketer, kodwa amaxesha zitshintsha ngokukhawuleza kakhulu, ngoko kubalulekile ukugcina inkqubela ekuhambeni kwexesha. A "lateral Marketing" Kotler - le yenye yeencwadi lwamva efanelekileyo kulo mbandela.

I ibloko yokuqala

Philip Kotler bubahlulile incwadi zaziibloko ezintathu weendawo. Ngamnye kubo uya ichazwe kwinqaku eyahlukileyo. Kwakhona, xa kuyimfuneko ukutsala ingqalelo into yokuba le ncwadi yayibhalwe ngentsebenziswano nabanye marketer eyaziwa-bezazi - Fernando Trias de Bes wanceda Kotler ngembalelwano, kodwa ke kwiimeko ezininzi lowo ongazanga ukhankanywe njenge umhleli. Ngoko ke, iyunithi yokuqala - i uhlobo nentshayelelo obalisa ibali ihlabathi namhlanje itshintshile njani kwaye yintoni le mpembelelo ivuliwe lorhwebo. Ngokusebenzisa le ngqwalasela imodeli yemveli nkqo kubonakala ukuba angasebenzi kweli hlabathi lanamhlanje. Umbhali ugxeka abo lezentengiso abenza lokuqhubeka ngokuyisebenzisa urhwebo kuphela nkqo, kukhokelela iimfazwe zokuthengisa kunye kuqhubana ndawo.

I ibloko yesibini

I ibloko yesibini urhwebo osisi ihlabathi - le ncwadi ngokoqobo izaliswe "izifundo", okt imizekelo yokwenza izinto kwiimeko ezahlukeneyo. Kulo mzekelo, le meko zinxulumene entsimini lorhwebo kwaye ayikwazi ukuba kusonjululwe iindlela yemveli. Noko ke, umbhali ubonisa indlela kulula ukuba ingasombululwa ngokusebenzisa indlela engaqhelekanga, alibiza lokumaketha lateral. Cotler ubona intengiso osecaleni hayi njengento intshukumo elizimeleyo, kodwa lokumaketha ngumphelelisi nkqo bemveli - indlela entsha kufuneka ibe lula ukuphelisa zonke iziphene, nto leyo inendlela nkqo ngohlobo olulo ngoku.

I ibloko lesithathu

Kwibhloko yesithathu - yeyona umdla lezentengiso umsebenzi, kuba Kotler ubonisa njani kuyimfuneko ukwazisa urhwebo osecaleni kwindawo yentengiso mihla. Oku apha wachaza indlela enobuchule, ubuchule, kwakunye ile yayo kunye neendlela emveli nkqo zokuqhuba imisebenzi ezithengisayo.

Ngoko ke kusebenza njani?

wenza njani urhwebo lateral? Ukuba ngaba uye kuwo wonke ukuntsonkotha ngobuchule yale ndlela, unako unganikeza nje eminye imizekelo ukusetyenziswa kwayo, leyo ilula kakhulu yaye kuyaqondakala wonke. Umzekelo, ungakwazi ukuthatha ukuyisela amandla Red Bull - baba kuqala kwimarike, kodwa ke ugxininiso angabhalwanga kubekwa phezu kwinyaniso yokuba zezona amandla nje. Bona wathengisa njengomnikelo eqhelekileyo, kunye nokhuphiswano bayizalisa emarikeni ingaphaya kakhulu - iindlela ezisemgangathweni ukukhuthaza impahla akunakwenzeka. Ngoko ke, abalimi wagqiba ukuzama ukoyisa imarike apho Anaki olawulayo ezifana Coca-Cola kunye Pepsi - ukuba nje udale imarike entsha yeziselo energy ukubuyisela amandla, ezibandakanya iintlobo ezininzi abaphulaphuli ekujoliswe - kwabo bafuna ukuhlala ubusuku bonke yabadlali abafuna ukubuyisela ngokukhawuleza amandla. Omnye umzekelo - aspirin Bayer. Njengendlela lokushenxisa intlungu le mveliso yaba yinto enzima abaninzi nabanye, ngoko olu khuphiswano iphezulu. Ke axhobe inkampani eentengiso, uphando lubonise ukuba aspirin ukuze ukunciphisa ingozi yokuba nesifo sentliziyo waza waqalisa ukukhuthaza iimveliso zabo ngendlela eyahlukileyo ngokupheleleyo.