Philip Kotler, Fernando De Bes "kaikaice marketing. Search fasahar ne juyin juya halin Musulunci ideas "

A duniya ta yau, marketing taka wuce yarda da muhimmiyar rawa a cikin cikakken duk duniyoyin rayuwa da kuma aiki. Competition a wani kasuwa ne sosai high, don haka kowane dan kasuwa yana yi tunani game da yadda za a gabatar da su kayayyakin to shi ne mai bukatar. Yanzu za ka iya ba kawai zo da wani abu, ya sa shi a kasuwa da kuma ji dadin high tallace-tallace. Domin kasuwa shi dole ne a yaki da kuma yin shi ba haka ba ne mai sauki. Duk da haka, ban sha'awa shi ne gaskiya cewa mafi yawan mutane amfani da wani a tsaye marketing, wanda aiki a cikin wannan kasuwa, wannan manufa masu sauraro. Wannan talifin zai tattauna game da kaikaice marketing, wanda yake shi ne cikakken m na tsaye. Hakika, za ka koyi game da littafin da kuma daya daga cikin mafi shahara a duniya na marketing Filipa Kotlera, wanda ya rubuta a cikin daki-daki, game da yadda ya kamata ya yi aiki a marketing gwani, idan yana so ya kamata inganta samfurin. Kaikaice marketing - shi ne mai girma hanyar inganta samfurin ko sabis, wanda, duk da haka, na bukatar wani babban matakin m tunani.

Mene ne wannan?

Abu na farko da mutane suna so su sani - abin da yake wannan kaikaice marketing. Idan muka dauki lokaci a general, shi za a iya bayyana a matsayin tsarin na gabatarwa da hanyoyin, wanda shine su yadda ya kamata magance gasar. Tsananin magana, jigon wannan dabarar ne tunanin waje, dubi wani mabanbanta gefen matsalar, to fahimci yadda za a inganta da wani samfurin ko sabis su tsaya daga fafatawa a gasa. The hanyoyin amfani a irin wannan marketing, a mafi yawan lokuta, ba kawai unconventional, amma ko da musamman. Wannan shi ne dalilin da ya sa ba kowace marketer ne iya kawai ba har cikin tsaye kasuwar da kuma zuwa a kaikaice. Duk da haka, idan kana so ka zama gaba na kowa da kowa da kuma ci, dole ka fita daga ni'imõmin ta'aziyya yankin da kuma yi your mafi kyau. Tabbata cewa kaikaice marketing - shi ne wani abu da yake daraja jawabin da lokaci da kuma makamashi.

Origin of manufar

Kasuwanci da tallace - a filin na aiki a abin da za ka bukatar m tunani. Duk da haka, zai iya samun sosai daban-daban matakan, don haka akwai daban-daban na kasuwanci. Amma a kaikaice marketing, shi wajibi ne don fara nan da nan tare da lokaci da kanta. Mene ne wannan? Ta yaya wannan ra'ayi? Kamar yadda masu yawa ne Masani game, da kaikaice - wata kalma cewa yana da saiwoyinsa a Latin. Latus a Latin yana nufin "gefe" - da bi, wani kaikaice - wani gefen. Amma abin da yake da alaka da irin marketing? Gaskiyar cewa tushen irin wannan marketing ne a kaikaice tunani, cewa shi ne, wadanda ba misali da m m. Haka kuma, da Sphere kanta ne fiye da m, har ma a irin wannan m masana'antu da kasuwanci.

The classic m

Hakika, da definition da muhimmanci, amma shi ne bai isa a gane zurfin wannan dabarar. Marketing da kuma talla ne wani ɓangare daga cikin samar da wani kaya ko samar da wani sabis. Ba tare da su, kawai ba wanda zai sani game da ayyukan. Haka kuma, jigon marketing - a cikin gabatarwa na dukiya da kuma ayyuka da kasuwar zuwa neman ƙarin bayani game da wadannan mutane da kuma, sabili da haka, kuma da mutane so in saya samfurin ko sabis. Tsaye marketing aiki a kan manufa na rabawa - wani musamman kasuwar ga dukiya da aka zaba tare da wani takamaiman manufa masu sauraro, to, shi ne segmented a kan dace akai, domin kowane sashi gudanar da kansa line na kasuwanci. Wannan shi ne wani classic m zuwa marketing - kuma shi ma ne quite iyaka, kamar yadda ya tsayar bayyananne tsarin, da iyakokin inda za ka iya kawo a kan kasuwanci.

Wani sabon look

Kaikaice marketing, bi da bi, yayi wani look at halin da ake ciki daga wani daban-daban kwana: ba don takura da ayyukan da wani musamman kasuwar, karya cikin segments, kuma su yi aiki a daban-daban kwatance, a haɗa m tunani. Dalilin wannan marketing - shi ne dãɗin dukiya ko ayyuka a cikin wani sabon mahallin saboda sabon abu tallace-tallace hanya, da asali sadarwar da manufa masu sauraro, cikin ganewa na bukatar, wanda ba za a iya dauka a cikin lissafi, lokacin amfani da a tsaye m.

Kotler littafin

Philip Kotler - wannan shi ne daya daga cikin mafi shahara da kuma mafi nasara kasuwar na zamaninmu. Mafi girma da nasara shi ne littafin "Manufofin Marketing", wanda a cikin talla masana'antu an dauke su ba Bibilov. Duk da haka, wannan ba kawai littafin da aka rubuta da gwani - ga batun wannan labarin ne mafi m wani aiki - "kaikaice marketing: search fasahar neman sauyi ideas." Shi ne a cikin wannan littafin da cikakken kwatanci na tsarin kula da talla - abin da shi ne, da kuma mafi muhimmanci - ku bukatar amfani da shi. Bugu da ƙari, na biyu theme aka bai fi hankali - a cikin littafin tattaunawa game da m tunani a cikin tsarin na sayar da ba na gargajiya fuskanci da m tunani. Idan kana so ka zama mai girma marketer, to, wannan littafin ne dole ne ka duba. Hakika, "} a'idoji na Marketing" - a marketer ta Littafi Mai Tsarki, amma sau ake canza sosai da sauri, don haka yana da muhimmanci a ci gaba abreast na. A "kaikaice Marketing" Kotler - wannan shi ne daya daga cikin latest kuma mafi dacewa da littattafai a kan batun.

A farko block

Philip Kotler ya raba littafin cikin uku thematic tubalan. Kowace daga cikinsu za a aka bayyana a cikin wannan raba labarin. Har ila yau, da zarar ya zama dole su kusantar da hankali ga gaskiyar cewa wannan littafi da aka rubuta tare da haɗin gwiwar wasu karami-sani marketer - Fernando Trias de Bes taimake Kotler a rubuce, amma a lokuta da dama da shi ba ko da aka ambata a matsayin abokin aiki. Saboda haka, da farko naúrar - wani irin gabatarwar cewa ya gaya labarin yadda a wannan zamani ya canza kuma abin da wannan tasiri ne a kan kasuwanci. Ta hanyar wadannan lura gargajiya tsaye model alama ya zama m, a wannan zamanin. Marubucin na sukar wadanda kasuwar wanda bayar domin ci gaba da yin amfani da kawai a tsaye marketing, kai marketing wars da kuma magance musamman tare da sakawa.

Na biyu block

Na biyu block ne duniya a kaikaice marketing - littafin da aka zahiri cika da "yanayin karatu", watau m misalai na yanayi daban-daban. A wannan yanayin, wadannan yanayi da lãbãri a fagen kasuwanci da kuma ba za a iya warware ta gargajiya hanyoyin. Duk da haka, marubucin ya nuna yadda sauki za su iya a warware ta yin amfani da wani unconventional m, wanda ya kira wani kaikaice marketing. Cotler gani a kaikaice marketing ba matsayin mai zaman kanta motsi, amma a matsayin dace da na gargajiya a tsaye marketing - wani sabon shugabanci dole ne yiwu don kawar da duk shortcomings, wanda yana a tsaye m a halin yanzu form.

The uku block

The uku block - mafi ban sha'awa ga masu sana'a kasuwar, saboda shi Kotler nuna yadda shi wajibi ne don gabatar a kaikaice marketing a zamani talla. An bayyana a nan wani m, kerawa, kazalika da ta hade tare da gargajiya tsaye hanyoyin gudanar da promotional ayyukan.

Saboda haka yadda yake aiki?

Ta yaya kaikaice marketing? Idan ba ka shiga cikin duk m haduwar wannan dabarar, za ka iya kawai samar da wasu misalai na ta amfani, waxanda suke da matukar sauki da kuma m ga kowa da kowa. Alal misali, za ka iya yi da makamashi sha Red Bull - da suka kasance na farko da a kasuwa, amma sai da girmamawa ba a sanya a kan gaskiyar cewa sun kasance kamar makamashi. Suna sayar kamar yadda al'ada sha, da kuma gasar cika kasuwar kasance musamman high - misali hanyoyin inganta kayan da ba zai yiwu ba. Saboda haka, kera yanke shawarar ba ga kokarin ci kasuwa a wadda ta mulki Refayawa kamar Coca-Cola da Pepsi - su kawai halitta sabon kasuwar na makamashi sha cewa sabunta makamashi, shafe dama iri manufa masu sauraro - daga waɗanda suke so su zauna a sama da dukan dare da 'yan wasa ke bukatar sauri sabunta makamashi. Wani misali - asfirin daga Bayer. A matsayin hanyar for cire zafi da wannan samfurin ya indistinguishable daga da dama, wasu, saboda haka yana da gasar ne high. Sa'an nan sayar da kamfanin dauke da makamai bincike cewa ya nuna cewa asfirin iya rage hadarin ciwon zuciya da kuma fara gabatar da su kayayyakin a wani mabanbanta shugabanci.