Lub tswvyim, lub luag hauj lwm, muaj nuj nqi, cov khoom qauv nyob rau hauv kev lag luam. Khoom marketing - yog dab tsi? Khoom zoo nyob rau hauv lag luam - nws yog ...

Txij li thaum cov khoom thiab cov kev pab cuam peb ntsib txhua hnub, tab sis nws yog tsis zoo li raws li zoo tib yam tau txais kev pab xav tias tsawg kawg ib zaug hais txog dab tsi txoj kev uas lawv yuav pib los ntawm lub tswv yim thiab tsim ntawm lawv cov creation, ntau lawm, kev thauj mus los, advertising thiab nce qib. Rau marketers tib lub luag hauj lwm nyob rau hauv lub lag luam los ntawm cov khoom nws yog ib yam uas tseem ceeb heev vim hais tias nws yog ib lub central kwv uas nws ua hauj lwm, ib yam dab tsi uas yog tsim nyog rau txhua tus neeg nyob rau hauv ib daim ntawv los yog lwm. Tag nrho cov tseem ceeb sib nrauj ntawm cov khoom nyob rau hauv ntau yam nyob rau hauv no tsab xov xwm.

Yuav ua li cas yog qhov khoom?

Khoom marketing - yog, nyob rau hauv ib tes, ib tug txhais tau tias rau lub siab ntawm tib neeg xav tau kev pab, nyob rau lwm yam - ib tug khoom tsim kev muag khoom. Tab sis, tsis tooj mus rau nrov kev ntseeg, qhov no yog tsis ib yam dab tsi uas tau txais tam sim los ntawm lub conveyor. Qhov no yog ib tug txheej txheem uas yuav ob peb kauj ruam tseem ceeb thiab loj loj li dag zog los txhawb.

Cov qib creation ntawm cov khoom

Thawj kauj ruam - lub tsev lag luam txoj kev npaj. Marketer ntsuam ntawm lub lag luam thiab cov neeg siv kev xav tau thiab lub sij lub zog ntawm cov khoom nyob rau hauv marketing tshaj nws yuav tau mus ntsib thiab dab tsi yog cov kev pab cuam mus rau lub buyer.

Cov kauj ruam thib ob - tsim cov tswv yim. Hais tias yog tag nrho uas los mus rau lub neej nyob rau hauv lub realization ntawm cov khoom - cov purchase ntawm cov ntaub ntawv, ntau lawm, ntim, tus me nyuam, marketing, kev thiab lwm yam ...

Qhov thib peb kauj ruam - kev siv ntawm lub lag luam mix. Qhov no ua hauj lwm nrog cov kev ua lag luam, sib tw, saj zawg zog pricing txoj cai, zoo muag khoom nce qib, txoj cai nce qib (advertising, promotions, POS cov ntaub ntawv, thiab thiaj li nyob. N.)

Qhov loj tshaj plaws yuav tsum nco ntsoov hais tias - yuav tsum zoo raws li tej nuj nqis yuav cov theem, cov khoom yuav tsis muaj kev vam meej yog tias nws tsis txaus siab rau nws cov thawj muaj nuj nqi - kom tau raws li tib neeg xav tau kev pab, uas yog vim ib co ntawm nws tseem ceeb tshaj plaws zog.

Consumer Product Attributes

Txhua marketer yuav tsum paub hais tias cov khoom nyob rau hauv li - nws tsis yog tsuas yog cov khoom nws tus kheej, tab sis ua ntej ntawm tag nrho cov kev pab cuam uas tus neeg tau txais nrog rau cov purchase:

• Functionality - seb tej yam uas pab tau kev khiav dej num rau cov neeg siv yog - qhov zoo los sis kom muaj nuj nqis ntawm daim ntawv thov latitude zoo rau cia, tsheb thauj mus los, tus me nyuam, thiab lwm yam ...
• Thov - seb cov khoom ua lag luam thov, lub caij, style los yog zam.
• Kev ntseeg tau thiab durability - raws li ntseeg nkaws pab khoom, uas muaj ib tug lub neej, seb nws mus ntes malfunctions thiab kho ntawm seb tus guarantee thiab tom qab-muag kev pab cuam no yog tsim.
• Ergonomics - yog qhov yooj yim thiab kev nplij siab ntawm nws siv, txuam tus saj, nrig txog kev pom, lub hwj chim thiab lwm yam muaj sia xaav ntawm tus neeg.
• Loog - raws li cov qauv ntawm cov haiv neeg, style, zam, kev sib raug zoo thiab kev cai tseem ceeb.
• Efficiency - txuam tus nqi thiab zoo.
• Tus phooj ywg environmentally - zoo siv rau cov neeg siv thiab lwm tus neeg.

Cov no yog cov yam ntxwv tseem ceeb ntawm cov khoom nyob rau hauv marketing, uas tso cai rau cov kev pab kom koj yaum tau lawv xaiv nyob rau hauv ib tug coj los yog lwm tus. Tab sis tsis tau tsuas yog cov kev pab cuam thiab zoo ntawm qhov kev thov daim ntawv, heev npaum li cas nyob rau ntawm nws lub hom.

kev faib ntawm cov khoom

Cia saib dab tsi hauv paus ntsiab lus yog muab faib mus rau hauv cov khoom lag luam. Qhov no yog sib txawv dog dig classifications, thawj uas - raws li ntev ntawm kev siv:

• luv luv-lub sij hawm - cov neeg uas noj nquag thiab sai sai (khoom noj khoom haus, tsev neeg tshuaj);
• ntev-lub sij hawm - cov neeg uas noj rau ib ntev lub sij hawm thiab tsis tshua yuav (real estate, khaub ncaws, nyiaj-kub, khoom vaj khoom tsev);
• Cov Kev Pab - tsev neeg, tsheb thauj mus los, kev cai lij choj los yog lwm yam.

Thaum tsim ib yam khoom tseem ceeb heev kom to taub uas qeb nws belongs rau. Piv txwv li, nyob rau hauv cov ntaub ntawv ntawm ib tug luv luv lub sij hawm yam khoom yog ib qho tseem ceeb coj mus rau hauv tus account lub physiological yam ntxwv ntawm saj los yog tsis hnov tsw, tab sis tsis tas ib tug zam los yog durability. Thaum rau check thiav, warranty thiab cov khoom zoo nyob rau hauv lag luam - cov no yog cov ntsiab lus tseem ceeb.

Lwm kev faib faib cov khoom rau kev thov yog:

• ceev ceev mus neeg - cov rau khoom yuav nquag, tsis muaj hesitation thiab effortlessly (khoom noj khoom haus);
• pre-neeg - cov rau khoom kuj kis tau ntau heev, tab sis tom qab kev sib piv nrog rau lwm cov khoom (khaub ncaws);
• kom neeg - cov rau khoom ib tug neeg kuaj, hla ntawm uas nyob rau hauv kev ua lag luam hauv lub buyer tsis tau lwm yam, uas yog lawv tsis muaj analogues; ..
• Khoom passive thov - cov neeg uas tej zaum yuav tsis tseem ceeb rau tus neeg, los yog nws tsis paub txog lawv lub neej, tab sis qhov kev thov rau lawv zoo nkaus li nyob rau txoj cai nce qib;
• tshwj xeeb cov neeg siv khoom - mus nrhiav thiab yuav hais tias ntau kev rau siab.

Nyob rau hauv tas li ntawd mus rau lub kev faib ntawm cov khoom nyob rau hauv lub lag luam qauv qhia rau cov ntaub ntawv, lub Cheebtsam, raw cov ntaub ntawv, semi-tiav lawm cov khoom, ntau hom kev pab cuam, ntxiv khoom, thiab ntau tshaj, uas yuav pab tau tsim ib tug khoom tiav thiab yog cov muaj nyob rau hauv tus nqi.

Thiab, ntawm chav kawm, xa mus rau lub kev faib tawm, tsis hais hauv qab no lub tswv yim.

Yuav ua li cas yog ib yam khoom tshiab?

Tshiab khoom marketing khoom uas hu ua nrog nkaus tshiab zog los yog rau ib tug neeg lub tuam txhab, los yog rau tag nrho kev ua lag luam. Nws faib muaj 6 pawg:

• Ntiaj teb novelty khoom - uas yog muaj nyob rau hauv thawj lub sij hawm nyob rau hauv lub ntiaj teb no kev ua lag luam. Cov feem ntau pom tseeb piv txwv yog kua tuam txhab tso cov thawj iPad nyob rau hauv cov ntsiav tshuaj ua lag luam.
• Cov khoom tshiab kab - lub fact tias rau cov thawj lub sij hawm nyob rau hauv ib tug scale ntawm ib lub tuam txhab. Kuj muaj ntau qhov teeb meem nyob rau hauv ntau industries nyob qhov twg los ntawm lub sij hawm rau lub sij hawm, tshiab cov khoom ntau yam. Piv txwv li, lub tuam txhab koom nyob rau hauv zus tau tej cov khoom ua si, txiav txim siab los ua ntau thiab khaub ncaws rau cov me nyuam.
• Expansion ntawm cov khoom kab - uas tshiab los pab cov uas twb muaj lawm khoom - tshiab flavors ntawm qos yaj ywm kib, tus tshiab ntim yoghurt, tshiab tagnrho cov ntim ntawm ntxuav hmoov.
• Khoom Hloov tshiab - tuaj kawm ntawm uas twb muaj lawm cov khoom los yog hloov lawv nyob rau hauv tej yam tej yam kev mob. Piv txwv li, ib lub tsheb raug cog ua ib tug tshiab qauv uas muaj ntau tshaj cav thiab tsis siv neeg kis tau tus mob. Los yog ib lub tuam txhab nyob rau hauv koom qhov siv thiab ua caij duav saum npu khaub ncaws, manufactures khaub ncaws rau tourists thiab iav rau hiking nyob rau hauv lub caij ntuj sov.
• Repositioning - hloov khoom txaus los yog lub hom phiaj cov neeg tuaj saib. Piv txwv li, ib tug tsim kev hloov nyob rau hauv cov kev taw qhia ntawm ntau cov tub ntxhais hluas nyob rau hauv thiaj li yuav muag nws rau cov neeg.
• Yuav txo tau ntawm cov khoom - yog vim tus nqi txo, kev hloov kho thiab txhim kho ntawm ntau lawm thiab (uas tsis yog lub zoo tshaj plaws rau ib qho) siv cheaper cov ntaub ntawv.

Qhov no notion ntawm cov khoom nyob rau hauv li tso cai rau koj mus khaws thiab ntxiv dag zog nws txoj hauj lwm nyob rau hauv kev ua lag luam mus nyob ib tug tshiab me me rau kev siv cov muaj peev xwm thiab technology yuav ua tau kom profits, nthuav nws lub hom phiaj ya, thiab ua rau kom hom khiav.

Tab sis tsis tau tsuas yog cov kev taw qhia ntawm ib yam khoom tshiab tso cai ib lub tuam txhab mus coj ib tug ua txoj hauj lwm nyob rau hauv kev ua lag luam. Muaj ntau ntau lwm yam tseem ceeb kauj ruam.

assortment txoj cai

Nyob rau hauv thiaj li yuav coj nws rightful qhov chaw nyob rau hauv lub lag luam, nws yog ib qho tseem ceeb kom paub tias cov cai khoom portfolio. Lub siab zoo tshaj ntawm cov khoom nyob rau hauv li - qhov no yog tsis yog qhov tsuas yuav tsum tau. Ua thiab muag cov khoom muaj kom tau raws li qhov xav tau thiab xav tau kev pab ntawm cov neeg muas zaub, muaj ib tug kev sib tw nqi thiab ib tug thoob plaws xaiv. Ntawm no yog cov yooj yim uas yuav tsum tau rau txoj kev khwv:

• Latitude - yuav ua li cas muaj ntau yam pab pawg muaj muab khoom qeb (e.g., lub ntau yam ntawm lub khw tais muaj xws li cov tais, kib lauj kaub, pans, tais diav, thiab lwm yam ...);
• tob - qhov no variation hauv ib pawg (e.g., cov khoom pab pawg neeg "lauj kaub" xws li muaj sotejniki, woks, utyatnitsu, saucepan rau fondue, etc ...)
• saturation qhia ntau npaum li cas ntawm cov variation nyob rau hauv ntau cov nqe lus;
• kev sib raug zoo - kom deb li deb raws li cov khoom uas complementary.

Cov tag nrho cov ntsiab lus ntawm cov khoom nyob rau hauv li ua tsis tau tsis muaj ib tug meej ABC tsom xam ntau yam. Siv nws yog txiav txim nyob rau hauv kev faib ua feem yuav ua li cas cov khoom coj lub siab tshaj plaws nyiaj, thiab raws li cov kev suav, ib qho kev pom daim ntawv trading ntau yam.

Ua hauj lwm nrog cov neeg sib tw

Nyob rau hauv tas li ntawd mus rau sab xis teem kev muag khoom, nws yog ib qho tseem ceeb rau txaus ntsuam xyuas lawv tiag tiag txoj hauj lwm nyob rau hauv kev ua lag luam. Qhov no yog qhov essence of cov khoom nyob rau hauv li, nws yog suav tias yog nyob rau hauv lub complex - qhov zoo tshaj, breadth, competitiveness.

Nyob rau hauv thiaj li yuav ntsuam xyuas seb cov khoom no yog kev sib tw, peb yuav tsum xub tsom xam cov kev ua lag luam rau cov khoom thiab tuam txhab uas muag ua lawv. Ces ntsuam xyuas lawv cov kev txawj thiab weaknesses, qhia hais tias tus shortcomings ntawm cov khoom, tsom xam cov nqi thiab nws cov neeg sib tw. Raws li ib tug tshwm sim, ib lub hom phiaj yog yuav ua li cas mus kho cov tsis uas muaj tshiab los yog yuav ua li cas mus rau sawv tawm ntawm cov sib tw npe, yog dab tsi tus nqi yuav tsum pom thiab yog li ua rau nws tau txo nqi.

marketing mix

Cov lag luam los ntawm cov khoom yog to taub raws li ib tug txheej ntawm cov nqi, marketing, assortment thiab nce qib los yog ua li mix. Hais txog assortment txoj cai peb tau hais saum toj no.

kim txoj kev (nyob rau hauv cov nqe lus ntawm cov nqi rau lub ntau lawm thiab muag khoom los ntawm cov khoom) yog feem ntau siv rau pricing. Feem ntau, manufacturers siv cov nqi raws li ib tug competitor, thiab sib txawv nrog rau kev pab los ntawm nyiaj cheb, promotions thiab lwm yam lawm cov kev pab cuam. Nws yog heev tsawg nyob rau hauv cov ntaub ntawv ntawm kom cov khoom nqi los ntawm cov chaw tsim tshuaj paus ntawm lub tsev hais plaub.

Muag txoj cai implies cov kev tshawb fawb kom pom, npaum thiab yig tis raws, ua hauj lwm nrog intermediaries, tsim lub khw muag khoom chains, distributors thiab lwm tus neeg.

Thiab thaum kawg, cov qib muaj xws li tag nrho cov tib neeg thiab indirect hauj lwm nrog cov qhua tuaj noj mov, los ntawm cov txaus nyiam ntim, rau creation ntawm cov duab thiab cov duab ntawm lub tuam txhab, ncaj advertising thiab nyiaj tau tshaj rau cov neeg muas zaub.

Khoom neej voj voog

Khoom nyob rau hauv li - nws yog lossi hloov tswvyim. Yog li ntawd, ib tug marketer yuav tsum kom meej meej to taub hais tias txawm nrog qhov loj tshaj dag zog thiab kev nqis peev uas nyob rau hauv qib, ua ntej los yog tom qab ntawd, txhua yam khoom nws muaj nws ib ce thiab nws downs. Nyob rau hauv lwm yam lus, lub neej voj voog. Nws muaj 5 theem:

• khoom kev loj hlob - los ntawm lub tswv yim, uas zoo nkaus li nyob rau hauv lub taub hau, xaus nrog lub creation ntawm ib lub lag luam txoj kev npaj thiab lub tswv yim mus rau nam;
• creation thiab kev siv ntawm cov khoom - ib theem uas feem ntau ua rau kev puas tsuaj rau tus creator li cov khoom tsis paub tus neeg, thiab peev nyob rau hauv nws xeem kev ua lag luam yuav siv sij hawm ib tug ntau ntawm - ntau lawm, koj qev los, thauj, advertising thiab hais txog;
• khoom kev loj hlob - lub dag zog ua thaum lub sij hawm rau theem no yog kev coj tus kheej txiv hmab txiv ntoo, thiab cov neeg siv khoom yog khoom, uas yog nrog los ntawm ib qho kev nce nyob rau hauv kev muag khoom thiab profits;
• Khoom kom loj hlob - saturation lub sij hawm thaum ib tug loj tus naj npawb ntawm cov neeg yeej paub txog cov khoom thiab qhov chaw uas lub khw tsim hom muaj ib tug tshaj plaws profit thiab suab tsis txhob siv nyiaj rau kev tswj cov khoom txoj hauj lwm thiab nws cov competitiveness;
• poob theem - ib tug glut ntawm cov khoom, cov kev pab xav ib yam dab tsi tshiab, yog li cov nyiaj khwv tau yog txo, thiab cov chaw tsim tshuaj paus yog tab tom nrhiav rau txoj kev mus rov qab mus rau lub ncov muag khoom - cov creation ntawm ib tug tshiab khoom nce qib nqi, stocks, thiab lwm yam ...

Dua cov theem tsis yeej ib txwm muaj peev xwm rov qab mus rau cov khoom rov qab mus rau lub ncov muag khoom. Qhov no yog qhov zoo ntawm kev ua hauj lwm nyob rau hauv li - yuav tsum tau mus rau revive cov khoom rau lub lag luam, qhov twg qhov kev thov rau nws yog uas ploj lawm.

Raws li ib tug sab saum toj txoj hauj lwm nyob rau hauv kev ua lag luam

Marketing tswv yim rau cov kev qhia ib tug ntau, thiab cov yam tseem ceeb uas cuam tshuam rau qhov kev thov - ib qho zoo kawg array. Qhov no yog tus nqi thiab qhov zoo, kev pab, tom qab-muag kev pab cuam, nyiaj tshwj xeeb thiab nyiaj cheb, zoo ntau, txuam zam, style thiab tshaj.

Feem ntau cov qauv ntawm cov attracting cov neeg muas zaub - pricing, thaum tsis yeej ib txwm ib tug ntse poob nyob rau hauv tus nqi zuj zus qhov kev thov. Piv txwv li, qhov tseem ceeb npas surge nyob rau hauv kev muag khoom yuav ua rau, nyob rau hauv lwm cov tes, ib tug ntse sawv nyob rau hauv tus nqi.

Lwm zoo txhais tau tias ntawm - hype. Tab sis tsis txhob hnov qab tias nws yuav tsum tau tsom aims rau phiaj neeg (qhov no yuav tsum tau ib tug to taub ntawm tus neeg uas koj cov neeg tuaj saib yog sawv cev), yuav tsum tau muab tso rau hauv txoj cai qhov chaw nyob rau lub sij hawm.

Nyiaj cheb, promotions, tshwj xeeb, lawm kev pab cuam - ib tug zoo tshaj cov cuab yeej rau tsim ntev thov rau cov khoom.

Feem ntau nyob rau hauv marketing cov khoom yog to taub raws li ib hom tshuaj. Muaj ntau cov kev pab txaus siab them tsuas yog rau lub hom, vim hais tias nws yog ib tug guarantee ntawm zoo los yog qhov tseeb. Nyob rau hauv cov ntaub ntawv no, nws yog ib qho tseem ceeb tsis tau tsuas yog los mus tsim ib tug zoo cov khoom, tab sis kuj yuav muab cov duab thiab cov hom ntawm lub tuam txhab.

Los ntawm txoj kev, hais txog qhov zoo. Nws kuj yog ib tug zoo heev txoj kev nce qib, t. Yuav kom. Check dlej khoom yuav yeej ib txwm nrhiav nws cov neeg.

Ntau nyob ntawm lub ntau yam, cov neeg muag khoom, seasonality, lub sij hawm thiab qhov chaw ntawm kev muag khoom, cov xov tooj ntawm cov proposals, zoo xyuas thiab ntau npaum li cas.

es tsis txhob ntawm ib tug xaus

Txhua yam uas peb yuav, los ntawm cov zaub mov thiab xaus nrog kev pab uas peb siv - yog ib tug khoom muag. Nws muaj tej yam ntxwv uas cuam tshuam peb purchasing txiav txim siab - ergonomic, aesthetic, haumxeeb, economic thiab lwm tus neeg. Peb yuav lawv raws li nyob rau hauv koj tus kheej nyiam, lub ntau yam ntawm latitude, zam, kev pab, nyiaj khaws tseg thiab durability. Lom zem ntau thiab txiav txim seb qhov kev thov rau cov khoom theem, uas cov khoom mus rau kev ua lag luam - kev taw qhia, kev loj hlob, kom loj hlob thiab poob. Qhov no yog qhov essence of cov khoom nyob rau hauv li.

Cov hauj lwm ntawm kev lag luam - siv tus yuam sij li cov cuab yeej (kev muag khoom, nqi ntau, thiab advertising), los txhawb cov khoom rau lub lag luam thiab muab nws rau siab muag thiab profits. Yog hais tias tag nrho cov nyiaj yuav tiv kev txom nyem thiab thov kom, cov khoom yuav muaj ib tug zoo lub caij nyoog ntawm ib sab saum toj txoj hauj lwm nyob rau hauv kev ua lag luam, uas txhais tau tias nws yuav kav ntev thiab ua ntau kev sib tw.