Wogulitsa ndi wofufuza, wopanga zatsopano. Ntchito zenizeni za makampani osiyanasiyana zimasiyana mosiyana, koma zomwe zilipo ndizokha - kufufuza kwa msika, mpikisano, ogula ndi zina zotero.
Marketer - kodi ntchitoyi ndi yotani?
Zaka za zana la 21 zimatchedwa zana la ogula, komabe ku Russia "ogula" oyambirira anawoneka pafupi zaka mazana asanu zapitazo, pamene amalonda ena anapereka "zing'onozing'ono" za zinthu kapena zokopa zokopa makasitomala. Amalonda ena amakopera makasitomala ufulu wopereka katundu ku nyumba, ena - adatenga malamulo ndi kumubweretsa munthuyo, ngakhale ochokera m'mayiko ena. Ndipo "malonda" oyambirira angapezeke pa zolembera za ku Igupto wakale.
Kuti mumvetse zomwe msika akuchita pazomwe zimakhazikika, muyenera kuganizira zenizeni za bungwe la chidwi. Ntchito yaikulu ya wogulitsa ndi kuthandiza kuti kampaniyo ikhale yogwira ntchito, ndipo, motero, kuwonjezera phindu. Wolemba malonda amachita ntchito zotsatirazi:
- kumayesa kusanthula msika, kuyesa mphamvu zake;
- amayesa mafakitale monga onse ndi mpikisano;
- amaneneratu zosowa;
- amalimbikitsa njira yogulitsa.
Anthu omwe samamvetsa, wogulitsa - yemwe ali, ndibwino kukumbukira kuti munthu wamba akukumana ndi zotsatira za ntchito ya katswiri pa sitepe iliyonse. Awa ndiwo mapepala ndi mapepala omwe ali ndi malonda, zopatsa zokongola pa mabhonasi ndi kuchotsera, malonda pa TV, wailesi ndi intaneti . Kuphatikizidwa kwa masitolo, maphwando apadera a masewera olimbitsa thupi, ma salons okongola, ndi zina zotero. - Zonse zimapangidwa ndi wogulitsa ndi cholinga chokha - kukopa ambiri ogula katundu ndi mautumiki.
Marketer - ntchito
Kuti mumvetse zomwe wogulitsa ayenera kuchita, ndikofunikira kulingalira ntchito zake. Wogulitsa amachititsa kafukufuku pamsika kuti agulitse katundu kapena malonda omwe kampani yake imapanga, kuganizira kukhalapo kwa ochita mpikisano, akuyesa kusintha kusintha kwa ogulitsa, akulemba malipoti, amaganiza kudzera njira zowakopera makasitomala kapena ogula.
Ntchito yopambana ya katswiri wamalonda ndi yotheka kokha ngati pali chidziwitso champhamvu kuchokera ku zachuma, zachikhalidwe, psychology, ziwerengero, malamulo, mbiriyakale. Ndikofunika kwa katswiri pa ntchitoyi ndi makhalidwe monga:
- kukumbukira bwino, kukwanitsa kupanga zambirimbiri;
- kusagwirizana;
- maluso a bungwe;
- malingaliro ndi kulingalira kulingalira ;
- chithandizo;
- chilengedwe, kukwanitsa kupeza njira yodalirika;
- luso lapamwamba.
Kodi malonda akufunika kuti?
Utumiki wa Marketer amafunika ku kampani iliyonse, kulimba kapena kusunga. Kugulitsa ndi ntchito yomwe cholinga chake ndi kuzindikira ndi zosangalatsa. Katswiri wochita nawo ntchitoyi ayenera kuwerengera zosowa ndikukonzekera ntchito ya bungwe. Zitsanzo za ntchito ya wogulitsa m'madera osiyanasiyana:
- mu sitolo wogulitsa amasankha chikhomo malinga ndi nthawi ya chaka, malo otulutsira;
- mu kampani yoyendera maulendo katswiri wamalonda akukonzekera masewera a malonda, adziwe malangizo omwe amapezeka kwambiri;
- ku kampani yaikulu, wogulitsa amawerengera zomwe akufuna, kotero kuti kupanga sikugwira ntchito "mnyumba yosungira katundu."
Kodi wogulitsa amapeza ndalama zingati?
Kodi ndi malonda angati - funso lofunika lomwe likukhudzanso ophunzira apamtima omwe asankha kuphunzira ntchitoyi. Ngati simukuganizira akatswiri omwe ali ndi mbiri yapadziko lonse, omwe mautumiki awo ndi okwera mtengo kwambiri, ndalama zambiri za msika zimasinthasintha pakati pa $ 500 ndi $ 1,000. Pafupipafupi ndalama zambiri zimatenga ophunzira a dzulo, ndipo akatswiri omwe ali ndi zochitika zambiri komanso ntchito zawo pamsika wa malonda akhoza kudandaula ndipo malipiro ake ndi apamwamba kwambiri kuposa owerengeka.
Kodi mungakhale bwanji msika?
Wokonda kupeza ntchitoyi, pali vuto la kusankha komwe mungaphunzire kwa msika. Kutsatsa kumaphunziridwa m'mayunivesites ambiri, koma kusankha ndikobwino kuima pa:
- Moscow State Institute of International Relations;
- "Sukulu yapamwamba ya zachuma";
- Institute of Business and Business Administration ya Russian Academy of National Economy ndi Public Public Service yomwe ili Purezidenti wa Russian Federation.
Kodi mungakhale bwanji wogulitsa pa Intaneti?
Wogulitsa pa intaneti akugwira ntchito yopititsa patsogolo malonda pa intaneti ndi kukopa alendo ku malo enaake. Chinthu chodziwika bwino cha katswiri wotere ndi chakuti ayenera kukhala ndi chidziwitso cha mateknoloji a pa intaneti, atha kufufuza zofunikira zofunika, kumvetsetsa zovuta zogwiritsa ntchito makasitomala ndi matekinoloje olipira ngongole. Katswiri wogulitsa pa intaneti akukhala wotchuka kwambiri, wophunzira wophunzira akamaliza kulandila zidzakhala zokwanira ndi kubwezeretsa maphunziro.
Mabuku a wogulitsa
Kuphunzira za mabuku ogwira ntchito n'kofunika osati kwa ophunzira okha, komanso kwa ogwira ntchito.
- "Kugulitsa zamakono . Njira zatsopano zokopa makasitomala m'zaka za intaneti ", M. Stelzner. Kuchokera m'buku lino, mungapeze kuti ntchito ya msika ndi yotani kunyalanyaza zidule zomwe zingatheke ndi makasitomala.
- «Kutumiza ma Imeli», D. Cat . Bukuli likhonza kuthandiza anthu omwe akugawira makalata opititsa patsogolo ndi makalata. Kulimbitsa chidziwitso ichi kumathandiza ntchito ya kunyumba, yomwe imapezeka pambuyo pa mutu uliwonse.
- "Kuwonetsa kwa Sarafan", E. Sernovits . Chifukwa cha buku lino mungaphunzire kugwiritsa ntchito mawu pakamwa kuti muwonjezere chiwerengero cha makasitomala ndi malonda, opanga tizilombo toyambitsa matenda.
- "Opatsirana. Psychology of mouth mouth ", J. Berger . Bukhu lina, lopangidwa kuti likuphunzitseni momwe mungapititsire malonda ndi chithandizo cha radio ya sarafan. Kuonjezera apo, adzalankhula za mfundo za matenda opatsirana, zomwe anthu adzakamba za kampani ndi katundu wake.
- "Kupereka kopindulitsa kwa malonda. Chitsogozo chachikulu ", D. Kaplunov . Bukuli lidzakuphunzitsani m'mene mungakhalire malonda ogulitsa.
Ogulitsa bwino kwambiri
Amalonda otchuka akale ndi njira zawo pang'onopang'ono amatsikira m'mbiri, chifukwa Zaka 100 zatsopano zimakhala ndi malamulo ake. Pano pali nthumwi za makampani aakulu omwe sanangopambana bwino mmbuyomu, komanso adasintha kuti asataya udindo wawo panopo.
- Howard Schultz . Anayamba ntchito yake ku Starbucks - ndiye inali kampani ya khofi. Anakhala mlembi wa polojekitiyi kuti apange malo ogulitsira khofi. Moyo credo - musawope kusintha ntchito yaikulu ya bizinesi.
- Patrick Doyle . Pulezidenti wa Pizzeria Domino Pizza. Mu 2010, adayambitsa ntchito yotsatsa malonda pozindikira zolephera za pizza yake. Pambuyo pake, kampaniyo inalengeza kuti kuyambitsidwa kwa matekinoloje atsopano, chifukwa chomwe malonda anawonjezeka kwambiri.
- Tadashi Yanai . Pulezidenti Wofulumira, Mlengi wa Uniqlo brand. Zozizwitsa za zovala za mtunduwu ndikuti sizinali mafashoni, koma ndizovuta komanso ntchito zomwe zinayikidwa pamalo oyamba.