Umqondo Wokuxuba Ukumaketha
I-Pengantar
Ezweni lanamuhla lebhizinisi eliguquguqukayo nelincintisanayo, impumelelo yomkhiqizo noma isevisi incike kakhulu ekusebenzeni kahle kwesu layo lokumaketha. Umqondo owodwa oyisisekelo kusu lokumaketha yi-"Marketing Mix." Lo mqondo wethulwa okokuqala nguNeil Borden ngo-1964 futhi uqhubekile nokuguquka ngokwezimo zemakethe. Kulesi sihloko, sizoxoxa ngokujulile ngengxube yokumaketha, izingxenye zayo, nokuthi ukusetshenziswa kwayo ngempumelelo kungafinyelela kanjani imigomo yebhizinisi oyifunayo.
Incazelo ye-Marketing Mix
Ingxube yokumaketha iyinhlanganisela yezinguquko noma izakhi ezahlukahlukene ezisetshenziswa yizinkampani ukuhlangabezana nezidingo zabathengi ngempumelelo. Lezi zakhi zaziwa ngokuthi 'ama-4P': Umkhiqizo, Intengo, Indawo, kanye Nokukhushulwa. Kamuva uRobert F. Lauterborn wathuthukisa lo mqondo waba 'ama-4C', agxila kakhulu embonweni wabathengi: Isixazululo Samakhasimende, Izindleko, Ukunethezeka, kanye Nokuxhumana.
Izingxenye Zokuxubana Kokumaketha
1. Umkhiqizo
Umkhiqizo uyinoma yini enikezwa emakethe ukuze kwaneliswe izidingo noma izifiso zomthengi. Imikhiqizo akuyona nje impahla ebonakalayo; ingaba futhi izinsizakalo, imibono, noma okuhlangenwe nakho. Lapho uthuthukisa umkhiqizo, izici eziningana okufanele uzicabangele zifaka phakathi ukwakheka, izici, ikhwalithi, uphawu lomkhiqizo, kanye nomjikelezo wokuphila komkhiqizo.
Izici Ezibalulekile Zomkhiqizo:
- Umklamo nezici:
Umklamo omuhle womkhiqizo usiza ukuthuthukisa ukusebenza kahle ngenkathi ukhanga ngendlela ekhangayo, ngaleyo ndlela uheha isithakazelo sabathengi.
- Ikhwalithi:
Ukugcina amazinga ekhwalithi yomkhiqizo kubaluleke kakhulu ukuze uthole ukwethenjwa nokwethembeka kwabathengi.
– Umkhiqizo:
Inqubo yokudala isithombe esiyingqayizivele nesihle somkhiqizo ezingqondweni zabathengi. Uphawu oluqinile lungahlukanisa umkhiqizo kubancintisani futhi lunikeze inani elengeziwe.
– Umjikelezo Wokuphila Komkhiqizo:
Umkhiqizo ngamunye unomjikelezo wokuphila oqukethe isingeniso, ukukhula, ukuvuthwa, kanye nokwehla. Amasu okumaketha kumele ahlelwe ngokwezigaba ngasinye.
2. Intengo
Intengo yinani lemali abathengi okumele bayikhokhe ukuze bathole umkhiqizo noma isevisi. Intengo iyisici esibalulekile senhlanganisela yokumaketha, njengoba intengo efanele izothinta ukutholakala kanye nesidingo, kanye nesithombe somkhiqizo.
Isu Lokubeka Amanani:
- Intengo Esekelwe Ezindleko:
Bala izindleko zokukhiqiza kanye nemivuzo eyengeziwe ukuze umise amanani.
- Intengo Esekelwe Kumanani:
Ukubeka amanani ngokusekelwe emibonweni yabathengi ngenani lomkhiqizo noma isevisi enikeziwe.
- Amanani Asekelwe Kumncintisani:
Beka amanani ngokucabangela amanani anikezwa yizimbangi.
- Amanani Aguquguqukayo:
Lungisa amanani ngokusekelwe ezicini ezahlukahlukene ezifana nesidingo semakethe, izimo zomnotho, noma izinkathi zonyaka.
3. Indawo
Indawo ihlanganisa yonke imisebenzi eqinisekisa ukuthi umkhiqizo noma isevisi iyatholakala kubathengi endaweni efanele nangesikhathi esifanele. Lokhu kufaka phakathi iziteshi zokusabalalisa, izindawo zokuthengisa, kanye ne-logistics.
Izici Zokusabalalisa:
- Iziteshi Zokusabalalisa:
Ukukhetha isiteshi sokusabalalisa kusukela kumkhiqizi kuya kumthengi wokugcina. Lokhu kungaba ngabathengisi ngobuningi, ama-ejenti, abathengisi, noma ngqo kubathengi.
– Indawo Yokuthengisa:
Khetha indawo ehlelekile efinyeleleka kalula emakethe eqondiwe.
- Ukuphathwa Kwezokuthutha:
Phatha inqubo yokuthutha izimpahla zisuka kubakhiqizi ziye kubathengi okuhlanganisa ukuthunyelwa, ukugcinwa kwempahla, kanye nokuphathwa kwempahla.
4. Ukukhushulwa
Ukukhushulwa kuyinoma yiluphi uhlobo lokuxhumana olusetshenziselwa ukwazisa, ukukholisa, nokukhumbuza abathengi ngomkhiqizo noma isevisi. Umgomo wayo oyinhloko ukwandisa ulwazi nokwakha isidingo.
Amathuluzi Okuphromotha:
- Ukukhangisa:
Ukusebenzisa imidiya efana nethelevishini, umsakazo, omagazini, noma idijithali ukuze kufinyelelwe izilaleli eziningi.
- Ukukhuthazwa Kokuthengisa:
Imisebenzi efana nezaphulelo, amakhuphoni, noma amasampula wamahhala okukhuthaza ukuthengwa kwesikhashana.
- Ezimayelana Nomphakathi:
Ukwakha nokugcina isithombe esihle senkampani ngokusebenzisa abezindaba, imicimbi, noma imisebenzi yomphakathi.
- Ukumaketha Okuqondile:
Xhumana ngqo nabathengi abaqondiwe nge-imeyili, ucingo, noma incwadi.
- Ukuthengisa Komuntu Siqu:
Imisebenzi yokuthengisa eqondile kanye nokuxhumana phakathi kwabathengisi kanye nabathengi abangaba khona.
Ukuhlanganisa Ingxube Yokumaketha
Ukuze kufezwe impumelelo, izinkampani zidinga ukuhlanganisa lezi zinto ezine ngokuvumelanayo. Ingxenye ngayinye kumele isekele ezinye futhi ivumelane nesu lokumaketha lilonke. Isibonelo, umkhiqizo osezingeni eliphezulu kumele usekelwe ngamanani afanele, ukusatshalaliswa okusebenzayo, kanye nokukhushulwa okukhangayo.
Ucwaningo Lwecala Elifushane: I-Apple Inc.
I-Apple Inc. iyisibonelo senkampani ehlanganise ngempumelelo ingxube yokumaketha. Imikhiqizo yabo yaziwa ngomklamo wabo omusha kanye nekhwalithi ephezulu. I-Apple ibeka amanani aphezulu abonisa inani lomkhiqizo wabo kanye nekhwalithi yomkhiqizo. Ukusatshalaliswa kwenziwa ngeziteshi ezikhethekile njenge-Apple Stores kanye namawebhusayithi asemthethweni, kanye nabalingani abahlukahlukene bezitolo eziphezulu. Isu lokukhushulwa kwe-Apple ligxile ekusungulweni komkhiqizo kanye nokuhlangenwe nakho komsebenzisi, okuvame ukumenyezelwa ngemicimbi yokwethulwa ethola ukusakazwa kabanzi kwabezindaba.
Isiphetho
Umqondo wenhlanganisela yokumaketha uyisisekelo sesu lokumaketha eliphumelelayo. Ngokuqonda nokusebenzisa ingxenye ngayinye yenhlanganisela yokumaketha—umkhiqizo, intengo, indawo, kanye nokukhushulwa—izinkampani zingahlangabezana nezidingo zabathengi ngempumelelo futhi zithole ithuba lokuncintisana emakethe. Kodwa-ke, kubalulekile ukuzivumelanisa njalo nezimo zemakethe ezishintshayo kanye nokuziphatha kwabathengi ukuze kulondolozwe ukubaluleka kwebhizinisi kanye nokusimama.
Isu lokumaketha eliqinile kumele lihambisane nokuhlaziywa kwemakethe okujulile, ukuqonda izidingo zabathengi, kanye nokusungula izinto ezintsha okuqhubekayo. Ngale ndlela, inkampani ayikwazi nje ukuheha nokugcina amakhasimende kodwa futhi ingakha uphawu oluqinile futhi ekugcineni ifinyelele ukukhula nenzuzo oyifunayo.
