Philip Kotler, Fernando De Bes "ofananira malonda. Search luso ndi malingaliro chosintha "

Masiku ano, malonda amagwira ntchito amazipanga zofunika mwamtheradi muzochitika zones za moyo ndi ntchito. Mpikisano mu msika uliwonse ndi mkulu, kotero aliyense wodziwa bizinesi ali kuganizira mmene kukapereka zinthu zawo zinali kufunika chabe. Tsopano inu simungakhoze basi kubwera ndi chinachake, nachiyika pa msika ndi kusangalala malonda mkulu. Chifukwa msika m'pofunika kulimbana ndi kupanga si mophweka. Komabe, chidwi n'chakuti anthu ambiri ntchito malonda umodzi, umene ukugwira ntchito mu msika womwewo, chandamale omvera. Nkhaniyi ikufotokoza za malonda lateral, lomwe ndi wosiyana kwambiri ndi wa ofukula. Kumene, muphunzira za bukhu ndi mmodzi wa anthu otchuka kwambiri mu dziko la malonda Filipa Kotlera, amene analemba mwatsatanetsatane za mmene ayenera ntchito ndi malonda katswiri, ngati iye akufuna bwino kulimbikitsa mankhwala. Ofananira malonda - ndi njira kulimbikitsa mankhwala kapena utumiki, amene Komabe, amafuna mkulu mlingo wa maganizo a kulenga.

Ndi chiyani icho?

The choyamba chimene anthu akufuna kudziwa - kodi malonda izi lateral. Ngati timatenga akuti ambiri, akhoza chimatanthauza dongosolo la njira pantchito, zomwe cholinga chake ndi kuthana ndi mpikisano. Kwenikweni, akamanena za njira imeneyi akuganiza kunja, kuyang'ana pa mbali zosiyana kwathunthu vuto, kumvetsa mmene kulimbikitsa mankhwala kapena utumiki kuoneka osiyana ndi mpikisano. The ntchito njira mu mtundu uwu wa malonda, nthawi zambiri, si sagwirizana nazo, koma ngakhale lapadera. N'chifukwa chake aliyense marketer angathe kupatsa basi msika ofukula ndi kupita lateral. Komabe, ngati mukufuna kukhala patsogolo pa aliyense ndi bwino, muyenera kutuluka zone chitonthozo ndi kuchita bwino. Onetsetsani kuti malonda lateral - ndi chinthu ofunika kuthera nthawi ndi mphamvu zawo.

Chiyambi cha chiphunzitso cha

Marketing ndi malonda - munda wa ntchito yomwe mukufuna maganizo a kulenga. Komabe, zikhoza kukhala magulu kwambiri, choncho pali mitundu yosiyanasiyana ya malonda. Koma malonda lateral, m'pofunika kuyamba pomwepo ndi liwu lokha. Ndi chiyani icho? Kodi mfundo imeneyi? Pamene ambiri bwino, ndi lateral - mawu kuti inayambira Latin. Latus ku Latin zikutanthauza "mbali" - motero, ndi lateral - mbali. Koma kodi mogwirizana ndi mtundu wa malonda? Popeza kuti maziko a mtundu wa malonda ndi maganizo lateral, ndiko kuti, sanali muyezo ndi kulenga njira. Choncho, dera palokha ndi zambiri kulenga, ngakhale m'mafakitale ngati kulenga monga malonda.

Njira tingachipeze powerenga

Kumene, tanthauzo n'kofunika, koma sikokwanira kuti azindikire njira imeneyi. Marketing ndi malonda ali mbali ya yopanga katundu aliyense kapena kupereka ntchito iliyonse. Popanda, kungoti palibe amene angadziwe za polojekiti yanu. Choncho, akamanena za malonda - mu Kukwezeleza katundu kumsika mudziwe zambiri za anthu awa, choncho, anthu ambiri ankafuna kugula mankhwala kapena utumiki. malonda ofukula ntchito pa mfundo za kugawanika - msika makamaka katundu amasankhidwa ndi chandamale omvera enieni, ndiye segmented pamaziko koyenera chifukwa aliyense gawo unachitikira mzere yakeyake malonda. Iyi ndi njira yakale kuti malonda - komanso ndi yochepa, monga amakhazikitsa chimango bwino, malire a mungapezeko kuchita malonda.

A maonekedwe atsopano

Ofananira malonda, nayenso amapereka tione zinthu ku njira ina: osati kuletsa a msika makamaka, wosweka mu zigawo, ndi kuchita madera osiyana, kulumikiza maganizo a kulenga. Cholinga cha malonda oterewa - kupereka katundu m'nkhani latsopano chifukwa njira zachilendo malonda, kulankhula pachiyambi ndi chandamale omvera, chizindikiritso cha anthu, amene sakhoza n'komwe ntchito njira choimirira.

Buku Kotler a

Philip Kotler - ichi ndi chimodzi mwa ogulitsa malonda otchuka ndi bwino nthawi yathu. adakwaniritsa kwambiri ndi buku lakuti "chikhazikitso cha Marketing" imene makampani malonda imatengedwa kukhala Bibilov. Komabe, izi si buku lokhalo olembedwa ndi katswiri wa - kuti nkhani iyi ndi yabwino ntchito ina - "ofananira malonda. Kufufuza luso malingaliro chosintha" Ndi m'buku lino mwatsatanetsatane malowedwe athu kwa malonda - icho chiri, ndipo ambiri Chofunika - muyenera ntchito. Komanso, mutu wachiwiri ndi yowalanga kwambiri - mu nkhani zokhudza maganizo a kulenga chimango cha malonda a njira atsopano ndi maganizo a kulenga. Ngati mukufuna kukhala marketer kwambiri, ndiye bukuli ayenera kuti adzigwiritsidwa ntchito yanu. Inde, "Mfundo za Marketing" - ndi marketer Baibulo, koma nthawi iri kusintha mofulumira kwambiri, choncho n'kofunika kuyenda kwa. A "ofananira Marketing" Kotler - izi ndi limodzi mwa mabuku atsopano ndi zogwirizana kwambiri pa nkhaniyi.

Chipika loyamba

Philip Kotler wakhala wogawanika bukhu mu midadada atatu thematic. Aliyense wa iwo adzakhala anafotokoza m'nkhani osiyana. Ndiponso, kamodzi m'pofunika Atchule chakuti bukuli linalembedwa mogwirizana ndi ena zosaonekera marketer - Fernando Trias de A Bes anathandiza Kotler mu kulemba, koma nthawi zambiri si nkomwe monga wothandiza. Choncho, choyamba wagawo - mtundu wa oyamba kuti limafotokoza nkhani ya mmene Masiku ano zasintha ndi chomwe amadza izi pa malonda. Kudzera ndemanga zimenezi miyambo ofukula chitsanzo zikuoneka kuti sinathe Masiku ano. wolemba amazitsutsa ogulitsa malonda amene akupereka kuti tipitirize kugwiritsa ntchito malonda kokha ofukula atsogolere malonda nkhondo ndi kuthana yekha ndi pamalo.

Chipika yachiwiri

Chipika wachiwiri ndi dziko lateral malonda - bukuli kwenikweni ndi "maphunziro choncho" mwachitsanzo, zitsanzo zenizeni za zochitika zosiyanasiyana. Pankhaniyi, zimene ikukhudzana ku munda wa malonda ndipo sangathe anathana ndi njira za makolo. Komabe, wolemba likuwonetsa momwe zosavuta angathe kuthetsedwa ntchito njira sagwirizana nazo, zimene iye amamutcha malonda lateral. Cotler amaona malonda lateral osati monga gulu palokha, koma kuti athandize miyambo malonda ofukula - njira yatsopano ayenera kukhala zingatheke kuthetsa zolakwa zonse, lomwe lili ndi njira ofukula maonekedwe.

Chipika lachitatu

Chipika lachitatu - chidwi kwambiri kwa ogulitsa malonda katswiri, chifukwa Kotler likuwonetsa momwe m'pofunika kuti atchule malonda lateral malonda masiku ano. Iwo zalongosoledwa kulenga, zinthu, komanso kuphatikiza ake ndi njira za makolo ofukula wochita zinthu malonda.

Nanga kodi ntchito?

Kodi malonda lateral? Ngati mulibe kupita zonse zopangidwa kulenga za njira imeneyi, inu mungakhoze basi kupereka zitsanzo za ntchito yake, zomwe ndi lophweka ndi zomveka aliyense. Mwachitsanzo, mukhoza kutenga mphamvu kumwa Red ng'ombe - anali woyamba pa msika, koma ndime alibe atayikidwa chakuti iwo ali chabe mphamvu. Iwo amagulitsa chakumwa ochiritsira ndi mpikisano wodzazidwa msika anali kwambiri mkulu - njira muyezo kulimbikitsa katundu sikunali kotheka. Choncho, anthu opanga anaganiza kuti asayese kugonjetsa msika imene zimphona akulamulira monga koka-Cola ndi Pepsi - amangoika analenga msika watsopano wa zakumwa mphamvu kuti abwezeretse mphamvu, zokhudza mitundu yambiri ya chandamale omvera - kuchokera amene akufuna kukhala usiku wonse kuti othamanga amene ayenera mwamsanga kubwezeretsa mphamvu. Chitsanzo china - aspirin kwa Bayer. Monga njira pochotsa kupweteka mankhwala anali osiyana anthu ambiri, limakhala mpikisano ndi mkulu. Ndiye malonda kampani zida kafukufuku amene anasonyeza kuti ndi aspirin akhoza kuchepetsa kufala kwa matenda a mtima anayamba kuuza anthu zinthu zawo m'njira chosiyana.