Muchengeti mutengeri, an innovator. Zvechokwadi basa reyiyanzvi mumakambani akasiyana-siyana zvinogona kusiyanisa zvakanyanya, asi chinangwa chavo ndechimwe - tsvakurudzo yemusika, makwikwi, vatengi uye nezvimwe zvakadaro.
Marketer - chii chinonzi basa iri?
21 remakore inonzi zana remakore, kunyange zvakadaro muRussia yekutanga "vatengesi" vakaonekwa anenge mazana emakore mazana apfuura, apo vamwe vatengesi vakapa zviduku "zviduku" zvezvigadzirwa kana mhemberero yekukwezva vatengi. Vamwe vatengesi vakwezva vanotengesa kusununguka kwekutenga kweimba, vamwe-vakatora mirairo ndokuunza munhu wacho zvakakodzera, kunyange kubva kune dzimwe nyika. Uye yekutanga "zviziviso" inogona kuwanikwa pamapyriri eEgypt yekare.
Kuti unzwisise izvo mutengesi ari kuita mune imwe yakasimba, unofanirwa kutarisa pane zvakataurwa nesangano rekufarira. Basa guru remuti wekutengesa ndekuita kuti sangano ribudirire, uye, somugumisiro, kuwedzera mari. Muongorori wokudhinda anoita mabasa anotevera:
- inotengesa kushambadzirwa kwemusika, inoongorora kukosha kwayo;
- anoongorora mabhizimisi sevose uye vakwikwidzi;
- predicts demand;
- inovandudza urongwa hwekutengesa.
Vaya vasati vachinzwisisa, mutengesi - kuti ndiani, zvakakosha kuyeuka kuti munhu akawandisa anosangana nemigumisiro yebasa remuongorori pane imwe nhanho. Aya ndiwo mabhodhi uye mapepa ane zviziviso, zvinokonzera zvinowanikwa pamabhonasi uye purojeti, zvekutengesa paTV, redhiyo neInternet . Assortment yezvitoro, zvipo zvakakosha zvekambani dzemagariro, kunaka koroni, nezvimwewo. - zvose zvakagadzirwa nemushambadzi nechinangwa chaicho-kukwezva sevatengi vezvinhu nezvinhu.
Marketer - mabasa
Kuti unzwisise izvo mutengesi anogona kukwanisa kuita, zvakakosha kufunga nezvemabasa ake. Muchengeti anoita zvitsvakurudzo pamusika wekutengesa kwezvigadzirwa kana mabasa ayo kambani yake inobereka, achifungisisa kuvapo kwevanokwikwidzana, anotsvaga kuchinja kushandiswa kwevatengi, anotora mishumo, anofunga kuburikidza nemazano ekukwezva vatengi kana vatengi.
Kubudirira kwebasa rekutsvaga nyanzvi kunokwanisika chete kana kune ruzivo rwakasimba kubva muminda yezvemari, sociology, psychology, matanho, mutongi, nhoroondo. Zvakakosha kune nyanzvi mune basa iri uye zvakadai se:
- kunyatsoyeuka, kukwanisa kugadzira huwandu hwemashoko;
- kushamwaridzana;
- unyanzvi hwehutano;
- chimiro nekufungisisa kufunga ;
- stress resistance;
- zvisikwa, kukwanisa kuwana sarudzo isingasviki;
- kudzidza kukwanisa.
Varipi vatengesi vanodiwa?
Marketer services dzinodiwa mune imwe kambani, yakasimba kana kuchengeta. Kutengesa ibasa rakagadzirirwa kuziva uye kugutsa zvido. Nyanzvi inobatanidzwa mumhando iyi yemabasa inokwanisa kukwanisa kuverenga zvido uye kugadzirisa basa re sangano. Mienzaniso yebasa romutengesi mune zvakasiyana siyana:
- ari muchitoro mutengesi anosarudza kuburitswa zvichienderana nenguva yegore, nzvimbo yekutengesa;
- mukambani yekufambisa muchengeti wekutengesa anoronga zvirongwa zvekutsvaga, kutora nzira dzinonyanyozivikanwa;
- pane kambani huru, mutengesi anoverenga kudiwa, kuitira kuti chigadzirwa hachishandi "muimba yekuchengetera."
Ko mutengesi anowana zvakawanda sei?
Ko mutengesi zvakadini - mubvunzo uyu unokosha unofarira vadzidzi mune ramangwana avo vakasarudza kudzidza basa iri. Kana iwe usingafungi vanyori vane mukurumbira wepasi rose, avo vane mabasa anodhura zvikuru, muvhareji wemari yemushambadzi unochinja pakati pe $ 500 ne $ 1,000. Pamutengo wekubhadhara unowanzotora vadzidzi vezuro, uye nyanzvi dzine ruzivo rwakawanda uye basa ravo pachavo mumunda wekutengesa zvinogona kutora uye mubhadharo wakareba kupfuura wevhareji.
Nzira yekuve mutengesi?
Kufarira kuwana chibvumirano ichi, pane dambudziko rokusarudza kupi yekudzidza kune mutengesi. Kutengesa kunodzidziswa mumayunivhesiti mazhinji, asi kusarudza zviri nani kumisa pa:
- Moscow State Institute of International Relations;
- "Chikoro chepamusoro cheEconomics";
- Institute of Business and Business Administration yeRussia Academy ye National Economy uye Public Service pasi peMutungamiriri weRussian Federation.
Nzira yekuve mutengesi weInternet?
Mutengesi weIndaneti ari kuita mukusimudzira michina paInternet uye kukoshesa vashanyi kune imwe nzvimbo. Ihwo hunhu hwemudzidzisi akadaro ndeyekuti anofanira kunge ane ruzivo rwakanaka rwehutaneti hutaneti, kukwanisa kutsvaga ruzivo rwakakosha, kunzwisisa zvinonzwisisika zvewebhu web design uye magetsi ekubhadhara teknolojia. Kushandisa internet marketer kunowedzera kuve yakakurumbira, mumwe mudzidzi wechipatimendi pamusana pekugamuchira kwacho kuchakwanika nekudzorera zvidzidzo.
Mabhuku eve mutengesi
Kuongorora mabhuku ezvebasa hakudikanwi chete kuvadzidzi, asiwo kune vashandi vekushanda.
- "Kugutsikana kwezvinhu . Nzira itsva dzekukwezva vatengi munguva yeInternet ", M. Stelzner. Kubva mubhuku rino, unogona kuziva kuti basa romutengesi riri mumamiriro ezvinhu ekuregeredza zvingangodaro zvingaitwa nevatengi.
- «E-mail marketing», D. Cat . Bhuku rino richabatsira kune avo vari kuita basa rokuparadzira tsamba dzekutsvaga ne e-mail. Kusimbisa ruzivo urwu kunobatsira basa rechikoro, rinowanikwa mushure mechitsauko chimwe nechimwe.
- "Sarafan marketing", E. Sernovits . Kuvonga nebhuku rino unogona kudzidza kushandisa shoko remuromo kuti uwedzere nhamba yevatengi uye kutengesa, kuumba utachiona hwezvinhu.
- "Kutapukira. Psychology yezwi remuromo ", J. Berger . Rimwe bhuku, rakagadzirirwa kukudzidzisa kuti ungawedzera sei kutengesa nemubatsiro we sarafan redhiyo. Mukuwedzera, iye achataura pamusoro pemitemo yekupindira, iyo vanhu vachataura pamusoro pekambani nemishonga yayo.
- "Kubudirira kwebhizimisi kupa. Nhungamiro yakakwana ", D. Kaplunov . Bhuku rino richakudzidzisa iwe kuti unogadzira sei zvinyorwa zvinoshandiswa mune zvebhizimisi.
Vatengesi vakakurumbira
Vatengesi vakakurumbira vekare uye nzira dzavo zvishoma nezvishoma vanoenda munhoroondo, nokuti Izana remakore idzva rinotora mitemo yake. Heano vamiririri emakambani makuru ayo asina kungobudirira kubudirira munguva yakapfuura, asi akakwanisawo kutadza kurasikirwa nemamiriro avo munguva ino.
- Howard Schultz . Akatanga basa rake pa Starbucks - saka raiva kambani yekofi. Akava munyori weprojekti yekuumba ruzhinji rwemahombekodhi anozivikanwa. Hupenyu huno-usatya kutya kuchinja chinangwa chebhizimisi.
- Patrick Doyle . Mutungamiri wePizzeria Domino's Pizza. Muna 2010, akatanga nhepfenyuro yekuzivisa kuparidzira achiziva kukanganisa kwe pizza yake. Mushure mezvo, kambani yakaratidza kuiswa kwemichina itsva, nekuda kwekuti kutengesa kwakawedzera zvakanyanya.
- Tadashi Yanai . Mutungamiri Wekutsanya Kuwedzera, Musiki weChina brand. Ichokwadi chekupfeka kwechigadzirwa ichi ndechekuti yakanga isiri mafashoni, asi kuve nyore uye kushanda kwakaiswa panzvimbo yekutanga.