Izimpahla ehlonishwayo ziphoqa - kuba ... I kwaneliswe isidingo kwezimpahla. okunethezeka izimpahla

Sonke e ngandlela-thile kukhona abathengi noma yini, noma yimuphi imikhiqizo kanye namasevisi. Kuleli zwe lanamuhla akukho go! Ngamunye wethu, azilona ezidingekayo ukuze afeze imisebenzi ebalulekile, ukusungula ukuphila. Ngokuqondene nalokhu ezahlukene izinhlobo zemikhiqizo, yakhelwe ukufeza izinhloso ezehlukene. Ngakho-ke, ukuqonda kancane yesayensi awukwazi ubuhlungu.

Sencazelo "izimpahla"

ukukhuluma Cishe, lokhu kuyiso sonke isibopho ihlangabezana nezidingo zethu kanye nezidingo. Yini kuphakanyiswa ukudliwa nokusetshenziswa okwengeziwe noma amehlo. Kwaneliswe isidingo kwezimpahla e "umphakathi umthengi" wanamuhla uyisibonakaliso cishe self-ezilungisiwe kungaphansi ngemithetho eyisisekelo yakulelo ezomnotho. Siyazi emlandweni ukuthi isiqondiso yokufakelwa kuholela ngokuyinhloko imiphumela abampofu futhi kuyisici obhubhisayo emnothweni. Noma yimuphi umkhiqizo empeleni yayo - isevisi sokulungiswa yanoma yiziphi izinkinga, ngokuvumelana abathengisi abaningi abavelele. Ngakho, Elmer Uiler, isibonelo, bathi akumele ukuthengisa Steak, kodwa inqubo sizzle yayo mnandi kuso. Futhi Charles revs ukuthi imboni lakhe likhiqiza izimonyo enethemba ukuthengisa esitolo sakhe!

Ukwahlukaniswa izimpahla

Kukhona amaqembu amabili amakhulu:

• "A" - imikhiqizo ukukhiqiza.

• "B" - imikhiqizo ukusetshenziswa siqu.

Ukuhlolisisa nawe ekugcineni. Lihlanganisa subgroups elandelayo.

1. Imikhiqizo ukusetshenziswa isikhathi eside. Lokhu izihloko izincwadi ezihloselwe ukusetshenziswa okuphindaphindiwe. Izibonelo: izingubo, amafriji, izimoto.
2. Izimpahla ukusetshenziswa short-term. Kudliwe eyodwa noma ngaphezulu imijikelezo. Izibonelo: usawoti, okusanhlamvu kanye noshukela.
3. FMCG (DC) ukunikezela. Basuke wathenga njalo, njalo, ngaphandle kokungabaza, ukuqhathanisa phakathi kwazo. Izibonelo: Ugwayi, iphepha, insipho, umuthi wokuxubha.
4. Izimpahla Impulse ukuthenga. Uthenge i-, njengoba umthetho, ngaphandle search ngaphambi nokuhlela, kungukuthi ngokuqondile ufuna abathengi, njengoba zidayiswa ezindaweni eziningi, ezifana ehhovisi ibhokisi. Lokhu kashokholethi, omagazini, ushingamu.
5. Izimpahla uma eziphuthumayo. Uthenge i-, njengoba umthetho, uma kunesidingo esiphuthumayo sokuba abantu kubo. Izibonelo: i-umbrella ngesikhathi imvula enkulu, iqhwa lokwela ngesikhathi kweqhwa.
6. Imikhiqizo pre-Ukukhetha. Umthengi ekhetha kubo ngaphambi kwesikhathi, ukuhlaziya ngokucophelela nokumadanisa nomunye ngokuya izinga, intengo, ukutholakala, ukubukeka. Izibonelo: ifenisha, izinto zikagesi, izingubo. Lapha indima ebalulekile udlalwa by mkhakha yokuthengisa umsizi, okungase kubangele ulwazi olufanele mayelana ukuthenga kwakho.

Ngaphezu kwalokho, kukhona lokho okubizwa ngokuthi ezidayiswayo (FMCG) nezimpahla isidingo esikhethekile. Yini abakubonisayo?

Impahla (FMCG)

Yibo ngaphandle umuntu ongakwazi ukuzenza. Nazo ngokufanayo, ihlukaniswe ukudla kanye non-ukudla. Ezidayiswayo ezisetshenziswa kuyo yonke imikhakha yomphakathi, akuzona ne okukhethekile noma imidwebo. Konke lokhu futhi inquma mass yabo nokufinyeleleka. Ukukhiqizwa yalolu hlobo kwezimpahla - isisekelo somnotho we "State of ukusetshenziswa"! Ukuntula aziholele nemiphumela ebuhlungu, futhi ngezinye izikhathi lokuketula oda ekhona.

Imikhiqizo funa ekhethekile

Njengoba umthetho, ngokuba umthengi yabo yokufuna uchitha umzamo othe xaxa. Lokhu into amalebula athile ukuhweba imfashini, imishini enezithombe, imishini elalelwayo, kusihlwa igqoka kwabesifazane, amasudi zabesilisa, izimoto. Bona ungacabangi ngokuqinile nanoma ikuphi ukuqhathaniswa ngaphambi. Umthengi kakade wazi kusengaphambili ukuthi uthola - "inkampani"! Okunye iyona isikhathi esichithwa ke ukuya nomthengisi, okuyinto umkhiqizo othize kuphela. Lokhu kubizwa ngokuthi "ezidayiswayo ekhethekile." Izibonelo imishini emhlabeni - amathoyizi abizayo for abafana esekhulile - auto brand "Mercedes" futhi "BMW". Esikhathini ezweni amakhamera digital - "Sony" noma "Nikon". Emkhakheni izingubo - "Adidas". Ngokuvamile, imikhiqizo "elikhethekile" ukuthenga, esekelwe ezimisiwe umbono womphakathi mayelana brand ethize kunase ku ukuqhathanisa amanani kanye izinga noma ezinye zindlela. Kulokhu, liye lunendima yesibili kumthengi.

Nombono wokuthi "udumo"

Kodwa ekuqaleni, njengoba besho, buchazwa ngamagama. Kuyini, eqinisweni, isithunzi, futhi inquma sabaphathi emphakathini wanamuhla?

Prestige (kusukela "udumo" French - charm, engasenathonya) manje into eduze umqondo wegama elithi "igunya" - wayenethonya elikhulu, maqondana (intsha "Inhlonipho, uvazhuha"). Ngomqondo nomphakathi - ukubaluleka zazo kuthiwa wenziwa engqondweni umphakathi izici ezihlukahlukene umsebenzi womuntu: umsebenzi, isimo sabo emphakathini, izimfanelo ngokwengqondo, kanye namaqembu omphakathi, izinhlangano, izikhungo. Enye - ezinye izimpahla kanye nezinzuzo ngokomzimba kwabantu namaqembu. Prestige kakhulu - umphumela umphakathi wahlela izinto eziza kuqala (noma izicupho ezingasetshenziswa bamukele yilowo nalowo phakathi kwethu), ngempela ezingokoqobo futhi zachazwa amaKristu ketshezi, isikhundla abantu abaningi balahlekelwe amakhanda abo, uchithe konke ukuphila kwakho kuso.

Prestige, kunokusebenza supply imali, okuyinto ekuqaleni amayunithi abo ngokuvamile ungacacisi. Ukuqonda udumo ngesikhathi wonke umuntu, kodwa kukhona abanye imithetho esingashiwongo, izimiso kanye imiqondo evame ukubuzwa yibo bonke. Phela, umuntu "cool" ukuphila maphakathi edolobheni yesifundazwe, futhi othile kanye efulethini eliphezulu e-New York - emkhukhwini! Noma kunjalo, akufanele kube udumo negunya udidekile. Ngoba igunya kufanele kusetshenzelwe, futhi isithunzi nje eyanele ukuthenga, uma imali eyanele kuwe.

Nombono wokuthi "udumo izimpahla"

Ngakho ngemva zonke kungenzeka ukuze uthande le, ngokushesha, ukunikeza incazelo: Imikhiqizo ehlonishwayo ziphoqa - kuba ... imali eningi ukuthenga emi izimfanelo nezinzuzo, umuntu uthola umuzwa ekhohlisayo manje naye, yize ngoba esinye isinyathelo encane, kodwa yakhwela isitebhisi inkohliso nomphakathi ukuthi manje liye landa isimo sakhe siqu. Iphuzu eliyinhloko - ngokungafani sobala kwabanye, umuzwa ubunikazi "akhethwa", ekuthuthukiseni (futhi eqolo) self: Ngathenga, kodwa wahluleka, ngathola - futhi ungekho! Ngoba kubaluleke kakhulu kunokuba lokho onakho, kodwa ukuthi ungubani. Nokho, naphezu kwakho konke lokhu, umthengi izimpahla ehlonishwayo - kuba ngokoqobo inhloso, ngaphandle okuyinto akunakwenzeka ukuphila ezweni lethu namuhla. Banezinhliziyo, izimfanelo ezikhethekile esiyingqayizivele, njengoba umthetho, abe lokuhweba owaziwa noma imvelaphi okukhethekile (elibuye oziphakamisa umnikazi phezu kwabanye abantu). Abanye abathengi bazimisele nezindleko abalulekile ngokuya imali nesikhathi ukuze uthole izimpahla ukufuneka ehlonishwayo. Izibonelo isikali umxhwele. Omunye ukuthenga imoto ehlonishwayo, thatha loan omkhulu, okuyinto engenakwenzeka ngokuphelele ke ukukhokha. Abanye bavumelana ukubeka ibhizinisi yokusebenza ngenxa zokufinyelela lowo mgomo udumo: ukungena umbuthano wabantu kokunquma isiphetho abanye.

Izici yalolu hlobo kwezimpahla

Izimpahla ehlonishwayo ziphoqa - ke cishe njalo uphawu lokunethezeka. Villas, yezikebhe, ukunethezeka kanye nezimoto collectible, imigexo, amawashi ... Basuke izimpawu inani lentengo eliphezulu kakhulu. Nokho akuvamile uthenge. Ngakho-ke, okukhuthaza imikhiqizo umthengi indima enjalo ekhethekile udlalwa ngu ukuqaliswa ngazinye, yokuthengisa siqu. ukukhangisa yabo ugcizelela kakhulu ubunjalo ethengwayo. Futhi abakhiqizi uncamela okukhethekile ukusatshalaliswa indlela, okuyinto ugcizelela isimo sabo esikhethekile.

Ezezindlu njengoba ehlonishwayo umkhiqizo funa

Umnotho eziyinhloko kube maphakathi izithakazelo zabantu kanye nezidingo. Futhi umphakathi sekukaningi kuba ukuhlangabezana nezidingo zabo zezindlu. Abanye abacwaningi baze bathi imali ephansi ku isinkwa sokudliwa nezingubo zokwembatha (okusemqoka), ayanda zingabantu maqondana nezindlu. Ngaphezu kwalokho, "nophahla phezu kwekhanda lakho" namanje ehlonishwayo lezimpahla funa. Abantu abafuna ukugcizelela zabo eziphakemeyo isikhundla emphakathini, zama ukuthenga indawo yokuhlala ntofontofo hhayi kuphela ngenxa lula, kodwa futhi ukuze babonise abanye ingcebo yabo. Njengoba isibonelo, eRussia eminyakeni yamuva nje iye yathuthukiswa ukwakhiwa omangalisayo mansions ezibizayo, okubonisa ukuthi ubani "ingcweti zokuphila"! Okuhle noma okubi - Ijaji ngokwakho.

Imiphumela

Yiqiniso, imikhiqizo ehlonishwayo kufunwe - uhlobo ekuphileni lukwazi ukushukumisa, enye yezindlela ukukhuthaza isitebhisi womuntu nomphakathi. Awukwazi ukuphika indima ethile omuhle ekuthuthukisweni lamazwe yabo nasemiphakathini. Nokho kumelwe singakhohlwa ukuthi isithunzi - ucezu okunganakekile futhi kushintshashintsha, futhi kungcono ukuthola futhi sithole ukuthembeka kuka ukusetshenziswa isithunzi uthenge.