El Rays, Dzhek Traut "Marketing Impi": okuqukethwe, ukubuyekezwa

Kukholakala ukuthi awukwazi ukwakha ibhizinisi lakho siqu ngaphandle esifanelekile. Kulokhu, ngokuvamile indima akuyona kuphela iphupho obabuwundabuzekwayo ukuceba, noma ukuqinisa ngokwabo, kodwa futhi zezibonelo eziqondile abantu yimpumelelo. Kuyinto lezi izakhamuzi futhi uchaza incwadi "Marketing Impi", okuyinto engaphezu kwengu-20 akaphelelwa kwayo phakathi abamele kwezamabhizinisi. Yini ekhethekile ngale lolu hlobo? Yini na? Futhi lokho abakucabangayo ke abafundi?

ulwazi olujwayelekile mayelana incwadi

Book nge enhle igama ekhuluma yaqale ebhaliwe ngo-1986, eshicilelwe ngaphansi ubuqambi Ela Raysa noJack Trout (ubona isithombe ngezansi). Kuyaphawuleka ukuthi bobabili Zabhalwa abakhangisi yangempela abakwazile ukuphumelela ebhizinisini labo.

Isisekelo abalobi zakusasa bestselling abe theory, okuyinto yake yasho emibhalweni yakhe yesayensi "Ngo neMpi" isikhulu Prussian nomlobi lempi Carl von Clausewitz. Ngokwalo mbono, emsebenzini wakhe "Marketing Impi" abalobi wahosha isifaniso phakathi umncintiswano langempela futhi ngengqondo elwa zezimali phakathi izinkampane ezinkulu. Ngokombono wabo, lokhu ubuhlobo isobala, futhi umlobi kwemfundiso yokuziphendukela Bayibiza enkulu marketing isu emlandweni.

Iyini injongo eyinhloko incwadi?

Injongo ngokubhala "Marketing Impi", kuhlanganise inkomba izizathu, abalobi ukuchaza ngokuningiliziwe esethulweni. Kuyo ukukhuluma ngokulungela bezinkampani ezinkulu ukulwa ngobuholi, hhayi nandaba ngisho izindlela dirtiest emzabalazweni.

Ngokusho kwabo, incwadi "Marketing Impi" kuyinto uhlobo ithuluzi osomabhizinisi abakhulu nabancane abafuna ukwakha okwabo futhi asesabi mncintiswano futhi nje "ukusinda."

Le ncwadi inikeza izibonelo ezishaya emhloleni zendlela azisebenzisa ibhizinisi yonke imiphumela olandelayo.

E. Ilayisi noJ Trout "Marketing Impi": isifinyezo

Le ncwadi ukuthusa sikhuluma ukumaketha yesimanje. Ngaphezu kwalokho, abafundi bamenyiwe ukubheka zivela ngalesikhathi umzabalazo phakathi corporations engela ahlukene ngokuphelele.

Incwadi libhekisela okushiwo ukumaketha, okuyinto, ngokusho abalobi, akugcini kwamakhasimende, futhi ukusebenzisa ezihlukahlukene tricks futhi ukulungisa akusiza ukuthi ukuhambahamba zikufice izimbangi nenkampani. Futhi kulokhu, ukumaketha is touted njengoba nokugcina lokulwa abanye phakathi abamele amabhizinisi amakhulu ngoba kule nsimu, indima okuyinto wonke amaklayenti izilaleli.

Yini amasu marketing kuthiwa ezihlongozwayo abalobi?

Ngaphezu amathiphu eziwusizo, E. Ilayisi noJ Trout ( "Marketing Impi" - labalobi edume kakhulu izincwadi) ukutshela amasu ekhona marketing. Ngokusho hypothesis zabo, bangabakaNkulunkulu lezi zinhlobo ezilandelayo:

• oluhlambalazayo;
• ukuzivikela;
• engabandlululi;
• flank.

Uvela isu eshiwo ngenhla encwadini ukumaketha ecasulayo beyofuna ojenene abanamakhono amabili noma izinkampani ezinkulu ezimbalwa ukuncintisana. Kulokhu, imisebenzi eyinhloko iqembu wathola kukhona yokusesha kanye ngekhono ohlangothini ezibuthakathaka isitha.

amaqhinga ukuzivikela yomdlalo kuhilela umholi enkulu nokumaketha. Kuyaphawuleka ukuthi isu kusekelwe kuhlasela isitha alukhethwanga (esincintisana), nami. Ngaphezu kwalokho, ngokuvumelana amaqhinga anjalo, corporation eqinile azabona ngesikhathi esifanele futhi ukuvimbela kuhlasela esincintisana wenze konke ke kwahluleka ngokudabukisayo.

Yabashokobezi amaqhinga kanye Flanking

Mayelana abashokobezi amacebo Dzhek Traut futhi wakhe co-umbhali wabhala okulandelayo: cishe bonke abadlali empini ukumaketha aphoqelelwe ukuba ukuqhuba imisebenzi esikhoselweni. Iqiniso ukuthi izinkampani eziningi ukuthi abaholi uhlanga ezinkulu zezimali kude kakhulu, kungaba kuphela ukuba nethemba impumelelo, uma singaqali ukulwa obala. Ngokwe abalobi, bangase baphumelele kakhulu, okuholela impi yabashokobezi yokufuna.

Flanking amacebo, njengoba kuvela, incike impumelelo iphuzu akhethiwe. Ngaphezu kwalokho, kumelwe azigcini ngokubalula, kodwa futhi zangisiza ekwenzeni izinguquko zabo. Ngamanye amazwi, uma ukuhlaziywa ingxenye emakethe elilodwa inhlangano kukhona izikhala, akwenziwe abakufunayo Nhlangano ka esincintisana yayo. Futhi-ke, lapha, njengoba impi yangempela, konke kuncike into engalindelekile.

Yini izinkampani ezinkulu okukhulunywe ngazo encwadini?

Abadlali main El Rays futhi Trout D. ingasaphathwa abaholi iziphuzo carbonated elithambile, ukudla okusheshayo, ukukhiqizwa ubhiya futhi yokuthengisa, IT-ubuchwepheshe kanye nabanye abaningi. Ngokwesibonelo, emsebenzini ababhali sikhuluma inkulu impi ekhona phakathi imidondoshiya ezifana Coca-Cola futhi Pepsi. Lo mncintiswano phakathi kwalezi zinkampani ezimbili mkhulu kangaka lokho kusho iqembu eliphikisayo wokuziphilisa.

Encwadini yakhe ethi ku "Marketing Impi" le mikhiqizo lokuqala kuqhathaniswa, bese uchaza izindlela emzabalazweni nomunye. Ngakho, ngokuvumelana abalobi, ukunambitha mayelana kokubili uphuzo okufanayo. Nazi nje ingxenye Coca-Cola inkampani igcina imfihlo, futhi Pepsi, kunalokho, ubhala kwi ilebula ngamunye. Kodwa lokho akuyona yonke iphuzu.

Bobabili amafemu uthanda ukulwa ukukhangisa ensimini, usebenzisa abezindaba, amabhodi ezikhangiso, izimpawu, kanye nezinye izimfanelo. Futhi umzabalazo wabo njengoba Dzhek Traut uthi njengento ebaluleke kakhulu. Omunye eyodwa kuphela umhlanganyeli zempi ifilimu, ngokwengxenye usulu izimbangi zabo ezinkulu yesibili kudala ividiyo ekuphenduleni.

Nokho, ngemva kokufa kwabaholi ababili sebeqala ukuncintisana, udala ibhodlela entsha, sisebenzela ukuthuthukisa ifomula, kanye ekhuphuka nge ezihlukahlukene ukukhushulwa ne imiklomelo kanye lotto.

Ngokuthakazelisayo, umzabalazo ecasulayo nje Pepsi. Coca-Cola kaningi akunakwa ukuhlaselwa okunjalo, ngokukhetha ukulinda. Kodwa uma inkampani unesibopho, lenzani ke ngezinga elikhulu.

Ukuchitheka phakathi kwabaholi ukudla okusheshayo

Esinye isibonelo esiphawulekayo isinyathelo sezempi okukhulunywe ngawo encwadini "Marketing Impi" kuyinto ngxabano zisetshenziswa lokuzila zokudla ukudla McDonald kanye Burger King.

Kulokhu, ukuncintisana phakathi izinhlangano kwenteke ngezithukuthuku ukukhangisa. Ngokwesibonelo, uma kwenzeka lapho yokudlela Burger King uthumele banner eduze kwendawo yokungena McDonald. Futhi Burger enkulu ngamazwi athi "Zizwe ukunambitheka, abangeke bakunambithe" iye emelelwe futhi kwaba khona abangu umcibisholo pointer bebheke yokudlela Burger King. Ngakho, inkampani wakwazi ukuba bahlekise ngayo esincintisana futhi zidonse ukunaka kwanoma amakhasimende.

Endaweni ethile kule minyaka engu-80 phakathi abaholi impi ukumaketha yafinyelela umvuthwandaba. Ngalesi sikhathi, Burger King ukwenze iyashaya yangempela nesisu imbangi yakhe yaphakade, nokususa isiqophi ngempela inkanuko. Kuyo, actress abasha Sarah Michelle Gellar wayedla Burger yathi ngenkathi imikhiqizo Burger King inyama 20% ngaphezu at McDonald.

Ekuphenduleni kwakwakhiwa abameleli hambisa esincintisana enjalo wamangalela inkampani ngokwayo, kodwa futhi umdlali waseshashalazini, futhi i-ejensi ukukhangisa ukuthuthukisa iskripthi imuvi.

Impi phakathi Apple Samsung

Banikezwe izibonelo ukumaketha izincwadi, ingasaphathwa abadlali enkulu kangaka IT-ubuchwepheshe, ezifana Samsung ne-Apple. Bobabili izinkampani oyikhethile Flanking amacebo. Ngokwesibonelo, ngemva kokukhululwa kwe-Apple iPhone 4 waqala nokwamukela eziningi ukugxekwa neziyaluyalu ezihlobene ukuxhumana ukwehluleka.

Lapho bezwa ngalokhu ukwehluleka imbangi okuphakade, Samsung ngokushesha wadala ulayini yonke Galaxy S. Kulokhu, lo eseyintsha is khulula wathumela Blogger edume kakhulu ngesiNgisi, okuyilokho, eqinisweni, wabhala ngamaphutha Apple.

Ngesikhathi esifanayo Samsung lasungula ukwesekwa ukukhangisa Galaxy S, kunokuba usebenzise izinhlamvu izwi LL Sawubona imifanekiso zokuxhumana. Ngakho, inkampani uye wakhuthaza imikhiqizo yayo kanye ukugconwa bakloloda ukuncintisana amafemu.

Zivela ngalesikhathi umzabalazo phakathi abaholi imoto

Incwadi "Marketing Impi" futhi uchaza imidondoshiya yezimoto, ngokuvamile bancintisane. Isibonelo esimangalisayo kubhekwa standoff phakathi Audi, Porshe kanye Nissan.

Njengoba lezi abakhiqizi izikhali, efana izimbangi odlule asebenzisa ezokukhangisa. Isibonelo, ubhekwa impumelelo amacebo okuthengisa ongawacabanga ka Nissan okuyinto isu ukhethe ukuqhathanisa enye nesincintisana nabo ngokwaziswa. Kuze kube yimanje, sekuyinto imizi England nezimoto Audi Porshe, ephelezelwa imibhalo eqoshiwe zabo: "Okuningi ezibizayo, kancane hhayi njengoba enamandla njengoba Nissan 370Z» futhi «Ngifuna ukuba ngokushesha njengokukhanya Nissan 370Z».

Asabela kanjani kule Stunt emphakathini ngesikhathi Audi Porshe, encwadini ethengiswa kakhulu kunazo "Marketing Impi" (ukubuyekezwa kanye ingxoxo yalo msebenzi kuze kube namuhla musa bayobuna) alisho. Kodwa, ngaphezu kwakho konke, izinkampani lokhu akusho ukuthi asinalo ukunakwa lesi sinyathelo.

Lokhu furor ukwenze inkampani yokukhangisa umbukwane BMW ngo-2003. Ngokwe umqondo marketing, lwenziwe egqamile isithombe kweseshini, phakathi kwesikhathi lapho BMW X5 ngesimo jaguar okuzingela axoshwe Mercedes ML esithombeni idube ezinezinyawo ezine.

izibonelo Life of brand ezifuywayo

Kubuka abameleli ezinkulu angaphandle, sibangelwa kancane kancane nokumaketha yasekhaya (ukuqeqesha lokhu isayensi elula namuhla bemthanda abafundi abavela emazweni ehlukene). Ngezinye elifanayo abasebenzi isikhathi izinkampani Russian futhi umumele akazange zisale ngemuva nozakwabo bakwamanye amazwe. Ngokwesibonelo, muva nje mina kufezeke uma belwa inkampani "Unilever Rus" futhi Nestle. Futhi kwaba ngempela duel Culinary. Ngakho, umyalo wokuqala abadlali wakhipha commercial inkukhu umhluzi TM " 'uKnorr", okwakubekelwa washo kabili ukuthi udinga ukupheka ngaphandle magic. Futhi ekupheleni movie ukuthi kwakuzwakala isiqubulo: "Lokhu isobho. Ayikho imilingo. "

Yiziphi ukubukwa abasebenzisi ngale ncwadi?

Naphezu kweqiniso lokuthi kusukela kushicilelwe incwadi kanye okuhunyushiwe Russian kwaba yisikhathi eside kuye namanje ukukhuluma. Ngokwesibonelo, omunye wabasebenzi ka Umnyango wezokumaketha ithi wamhlaba umxhwele ukushicilelwa. Ngokusho kwakhe, incwadi libhekisela imikhuba langempela ukusebenza, okuyinto namuhla ezisetshenziswa izinkampani eziningi ezincane nezinkulu. Ngaphezu kwalokho, umsebenzisi eveza ukuzisola kwakhe ngaso ukufunda edition ngaphambili.

Omunye umsebenzisi futhi uchaza ukuphathwa ngendlela incwadi. Emazwini akhe kuyacaca ukuthi kushicilelwe kahle ke njengoba uhlobo ebhukwinitifundvo, ngesisekelo okuyinto wakwazi ukuthola ukuqeqeshwa marketing ephelele.

Esesithathu egomela ukuthi le ncwadi ebhalwe ngolimi olulula futhi kuhlanganisa eziningi izibonelo eziqondile enezithombe. Okwesine njengengelosi engavamile indlela abalobi, usebenzisa Ukuqhathanisa lokulwa yangempela futhi umncintiswano emnandi phakathi izinkampani. Ezinye abafundi abafunde incwadi yayiqeda, cabanga amasu marketing asihlobene esetshenziswa abalobi.

Kafushane, incwadi imayelana "Marketing Impi" othile umxhwele, futhi engesiye. Othile iyithola eziningi amacebiso awusizo futhi ngezinye izikhathi uthola kungafanele futhi yisikhathi. Kungakhathaliseki ukuthi isimo sinjani, udaba ufanelwe ukuqashelwa. Ngemva kokutadisha ke, uzothola kuwo kulokho oyikho nesithakazelo kuwo.