Philip Kotler, Fernando de Bes "ukumaketha Lateral. Ukucinga ubuchwepheshe imibono wamavukelambuso '

Kuleli zwe lanamuhla, ukumaketha linendima emangalisayo ezibalulekile ngokuphelele yonke imikhakha yempilo nomsebenzi. Umncintiswano kunoma iyiphi emakethe kuphezulu kakhulu, ngakho wonke usomabhizinisi kufanele ucabange indlela ukwethula imikhiqizo yabo kuso ababesafuna ukuyibuka. Manje ungakwazi nje beveza okuthile, wasibeka phezu emakethe futhi ujabulele yokuthengisa okusezingeni eliphezulu. Ukuze emakethe kubalulekile ukulwa futhi kwenze kube akulula neze. Nokho, kuyathakazelisa Kuyaphawuleka ukuthi abantu abaningi sebenzisa ukumaketha mpo, nesebenzela ngaphakathi emakethe efanayo, okufanayo nezithameli. Lesi sihloko sizodingida mayelana nokumaketha lateral, okuyinto okuphambene ephelele mpo. Yiqiniso, uzofunda incwadi futhi omunye edume kakhulu emhlabeni marketing Filipa Kotlera, owabhala ngokuningiliziwe ngakho kufanele isebenze kanjani Ungoti, uma efuna kahle ukuthuthukisa umkhiqizo. ukumaketha Lateral - yindlela enhle ukukhuthaza umkhiqizo noma isevisi, Nokho, okuyinto, kudinga izinga eliphezulu ukucabanga.

Kuyini lokhu?

Into yokuqala abantu ufuna ukwazi - siyini lesi ukumaketha lateral. Uma sithatha igama Ngokujwayelekile, lingachazwa ngokuthi uhlelo izindlela ukukhuthazwa, okuyinto sihlose ukuba ulwe ngempumelelo umncintiswano. Empeleni, ngokuyisisekelo le ndlela acabanga ngaphandle, ukubheka uhlangothi oluhlukile ngokuphelele le nkinga, ukuze uqonde ukuthi ukukhuthaza umkhiqizo noma isevisi ukugqama izimbangi. Izindlela ezisetshenziswa kulolu hlobo ukumaketha, ezimweni eziningi, akuzona nje ababezibheka, kodwa ngisho esiyingqayizivele. Yingakho akuzona zonke marketer uyakwazi nje give up emakethe mpo bese uya lateral. Nokho, uma ufuna ukuba ngaphambi wonke umuntu futhi aphumelele, kufanele siphume ozizwa ungakhululekile ukuwenza futhi wenze konke okusemandleni akho. Qiniseka ukuthi ukumaketha lateral - lokho kuyinto kuwufanele kokuchitha isikhathi sabo esiningi namandla.

Umsuka umqondo

Marketing kanye nokukhangisa - a mkhakha womsebenzi lapho udinga ukucabanga. Nokho, kungaba amazinga ezihlukene kakhulu, ngakho kukhona izinhlobo ezahlukene marketing. Njengoba for ukumaketha lateral, kubalulekile ukuba uqale masinyane ethemini uqobo. Kuyini lokhu? Kanjani lo mqondo? Njengoba abaningi bazi kahle, i-lateral - igama elisuka e-Latin. Latus ngesiLatini kusho "ohlangothini" - ngokulandelana, a lateral - uhlangothi. Kodwa uyini ngokuqondene uhlobo ukumaketha? Iqiniso lokuthi ngesisekelo lolu hlobo yokumaketha ukucabanga lateral, okungukuthi, indlela angajwayelekile kanye zokudala. Ngakho, ezinhlakeni kukodwa okudala kakhulu, ngisho ezifana timboni marketing.

Classic indlela

Yiqiniso, incazelo kubalulekile, kodwa akwanele ukuqonda kwale ndlela ukujula. Marketing kanye nokukhangisa ziyingxenye ebalulekile ukwenziwa noma yiziphi izimpahla noma ukuhlinzeka noma yimaphi amasevisi. Ngaphandle kwawo, umane akekho oyokwazi ukuthi mayelana nemisebenzi yakho. Ngakho, ngokuyisisekelo ukumaketha - ekugqugquzeleni izimpahla namasevisi emakethe ukuthola kabanzi ngalaba bantu, futhi ngenxa yalokho, abantu abaningi babefuna ukuthenga umkhiqizo noma isevisi. ukumaketha Kuqondile usebenza isimiso izingxenye - emakethe ethile izimpahla ikhethwa nge nezithameli ethize ke ihlukene ngesisekelo kufaneleka, ingxenye ngayinye aphethwe umugqa ayo zebhizinisi. Lena indlela yakudala emakethe - futhi ephansi, njengoba usungula nohlaka olucacile, imikhawulo lapho ungakwazi ukuqhuba ibhizinisi.

A ukubukeka okusha

ukumaketha Lateral, esikhundleni salokho, linikeza look at isimo ngenye: hhayi ukusebenza emakethe ethile, ngobugebengu ku izingxenye, futhi ukwenza bacondze etindzaweni letehlukene, yokuxhuma ukucabanga. Injongo ukumaketha ezinjalo - yilungiselelo izimpahla noma amasevisi ngomqondo omusha ngenxa engavamile yokuthengisa indlela, ukuxhumana yoqobo izethameli eziqondiwe, ukuhlonza ngokufunwa, esingenakubalwa kunakwe lapho usebenzisa indlela mpo.

incwadi Kotler sika

Philip Kotler - lokhu ingenye abakhangisi edume kakhulu futhi yimpumelelo kakhulu isikhathi sethu. impumelelo yakhe enkulu yincwadi ethi "Kubaluleka Marketing", okuyinto Ezokukhangisa ubhekwa Bibilov samanje. Nokho, lokhu akukhona incwadi kuphela ebhalwe uchwepheshe - ukuze isihloko lesi sihloko ngiyo lefanele omunye umsebenzi - "Lateral ukumaketha:. Yokusesha ubuchwepheshe imibono wamavukelambuso ' Kuyinto kule ncwadi likuchaza ngokuningiliziwe indlela ekukhangiseni - kuyini, futhi okubaluleke - udinga ukuyisebenzisa. Ngaphezu kwalokho, yesibili isihloko basingatha nakakhulu - encwadini izinkulumo mayelana ukucabanga kohlaka ukumaketha izindlela non-bendabuko futhi ukucabanga. Uma ufuna ukuba abe marketer elikhulu ke le ncwadi kumelwe for inkomba yakho. Yebo, "Izimiso Marketing" - IBhayibheli marketer, kodwa izikhathi ziyashintsha ngokushesha okukhulu, ngakho-ke kubalulekile ukugcina iso ezintweni. A "Lateral Marketing" Kotler - lena enye yezincwadi zakamuva futhi ehambisana kakhulu ngale ndaba.

Block lokuqala

Philip Kotler uye ayehlukanisa lencwadi yaba amabhlogo ezintathu weendawo. Ngamunye wabo uzobe kuchazwe esihlokweni ehlukile. Futhi, uma kudingekile ukuze badonsele ukunaka yokuthi le ncwadi yabhalwa ngokubambisana nezinye marketer iimsebenzi eyaziwa kancani - Fernando Trias de Bes wasiza Kotler ngokubhala, kodwa ezimweni eziningi it is ayiphathwa nakuphathwa njengoba umhleli. Ngakho, ibutho lokuqala - uhlobo isingeniso ukuthi utshela indaba kanjani izwe lanamuhla kushintshile futhi yini lokhu nomthelela ivuliwe nokumaketha. Ngalezi kokuma bendabuko imodeli mpo ibonakala ingaphumeleli ezweni lanamuhla. Umbhali ugxeke labo abakhangisi abanikela ukuqhubeka usebenzisa ukumaketha mpo kuphela, kuholele ukumaketha izimpi futhi ukubhekana kuphela ukuma.

Eyesibili block

Block yesibili emhlabeni ukumaketha lateral - incwadi nezwi zichichime "ngokwenama leyinye", okusho izibonelo ezingokoqobo ezimweni ezahlukene. Kulokhu, lezi zimo ezihlobene emkhakheni marketing futhi awukwazi ingaxazululwa ngokuthi izindlela bendabuko. Nokho, umlobi ubonisa ukuthi kulula bona zingaxazululwa ngokusebenzisa indlela ababezibheka, alibiza ngokuthi i-marketing lateral. Cotler ubona ukumaketha lateral hhayi njengethuba ukunyakaza ezimele, kodwa njengoba bendabuko ukumaketha mpo umphelelisi - ohlangothini olusha kufanele kukghonakale ukuqeda yonke amaphutha, okuyinto inendlela mpo njengoba injalo manje.

Block wesithathu

Block yesithathu - ezithakazelisa kakhulu abathengisi professional, ngoba Kotler ubonisa ukuthi kwenzeke kanjani ukuba ezidingekayo ukwethula ukumaketha lateral ezikhangisweni yesimanje. It okuchazwe lapha ukwakheka, lokusungula, kanye inhlanganisela yayo kanye nezindlela ezivamile mpo beqhuba imisebenzi asetshenzisiwe.

Ngakho Ngabe isebenza kanjani?

Kanjani ukumaketha lateral? Uma ungenalo bangene bonke eyinkimbinkimbi okudala le ndlela, ungavele ukunikeza izibonelo ukusetshenziswa kwaso, okuyinto ilula kakhulu futhi kuyaqondakala wonke umuntu. Ngokwesibonelo, ungakwazi ukuthatha amandla baphuze Red Bull - babengabokuqala emakethe, kodwa ke ukugcizelela engakaze ubekwe iqiniso ukuthi kukhona nje amandla. Basuke ithengiswa njengoba isiphuzo ezivamile, futhi umncintiswano ezigcwele emakethe lalilikhulu kakhulu - izindlela ejwayelekile ukuthuthukisa izimpahla kwakungenakwenzeka. Ngakho-ke, abalimi banquma ukungayisebenzisi nhlobo ukuzama anqobe emakethe lapho imidondoshiya ebusa ezifana Coca-Cola futhi Pepsi - bamane wadala emakethe entsha iziphuzo energy ukuthi ukubuyisela amandla, ezihilela izinhlobo eziningana nezithameli - kulabo abafuna ukuhlala ubusuku bonke yabadlali abadinga ngokushesha nibuyise amandla. Esinye isibonelo - aspirin kusukela Bayer. Njengendlela kokususa ubuhlungu lo mkhiqizo kwaba izakhamuzi zaseBosnia zifana kusuka inqwaba yabanye, ngakho-ke lo mncintiswano kuphezulu. Khona-ke inkampani marketing behlome ngemibese ucwaningo ezazibonisa ukuthi ama-aspirin kunganciphisa ingozi yokuhlaselwa isifo senhliziyo futhi waqala ukuthuthukisa imikhiqizo yabo ngendlela ehlukileko ngokuphelele.