Izwi rinokosha mune iri tsanangudzo yekutengeserana i "process"; kushambadzira kunosanganisira kutsvakurudza, kukurudzira, kutengesa , nekuparadzira zvigadzirwa zvako kana mabasa.
Ndiyo hurukuro huru, ndicho chikonzero kune dzimba dzakanyorerwa pamushambadziro, uye nei uchigona kutora dhigirii yemakore mana yekudhinda. Asi kunyanya kushambadzira kunosanganisira zvose zvaunoita kuti uwane vatengi vako vanogona uye chigadzirwa chako kana basa pamwe chete.
Paunenge uchiisa purogiramu yekutengeserana yebhizimisi rako, funga nezvezvakakosha, zvikamu zvina zvakakosha zveurongwa hwekutsvaga:
- zvigadzirwa nemabasa
- promotion
- kugoverwa
- pricing.
Zita remutambo mukudhinda kunokwezva nekuchengetedza chikwata chinowedzera chevatengi vanogutsikana . Kuumba nekushandisa hurongwa hwekutengeserana huchaita kuti maitiro ako ekutengeserana awedzere uye kuwedzera kutengesa kwako.
Apple Inc. - Marketing Marketing Success Story
Yakatangira kubva kugaraji muCalleri's Menlo Park muna 1976, Apple Inc. yakakura ikava ikambani yakakura munyika yose nemaketeni emari. Nevanopfuura 100 000 vashandi munyika yose uye $ 233 mabhiriyoni mumari inowanikwa muna 2015, kana Apple yakanga iri nyika, mari yayo yepamusi yaizoita kuti ive ye20 yenyika huru munyika yose neGDP.
Mukuwedzera pakuvandudza mapurogiramu eApple I uye Apple II emakombiyuta evanhu kubva muna 1976, Apple mushandi wekutanga Steve Jobs akaenderera mberi kukudziridza huwandu hwezvinhu zvakasiyana-siyana zvekugadzirwa kwekombiki, kusanganisira makombiyuta Mac, iPod, iPhone, iPad, Apple TV uye Apple Watch.
Kunyange zvazvo Steve Jobs achiyeukwa sechinhu chinyanzvi chengwaru, aivewo muchengeti ane unyanzvi . Ichokwadi, Apple mushandi wekutanga Steve Wozniak akambotaura kuti kutengesa kwaiva basa rakakura kwazvo. Mukushambadzira kwake kukuru kwe iPhone pa Macworld nhete muna 2007 necheki yake "One More Thing ..." nhokwe inoramba ichitaridzirwa seimwe yemitambo yakanakisisa yekudhinda yakamboitika.
Apple ye 1984 Super Bowl ad nokuda kwekugadzirwa kweMacintosh inowanzotorwa kuti ndiyo yakanakisisa Super Bowl yebhizimisi nguva dzose. Chisarudzo chekuenderera mberi nechirongwa chacho chaive chakakavhiringidzika mukati meApple - bhodhi revatungamiri rakanga risina hanya nehuwandu, kuritarira semari inodhura uye kurohwa mukutarisana nekukwikwidzana IBM. Kunyange zvakadaro, Jobs aida kudanwa uye akapihwa kubhadhara iyo airtime. Izvo zvose ndezvehupfumi - mukati memazuva zana ekutanga ekubudisa chikwata cheApple chakanyorwa $ 150 mamiriyoni mukutengesa kweMacintosh.
Mabasa aive nechido chokugadzira zvigadzirwa zvitsva, zvakagadzirirwa zvakagadzirirwa pamusika mukuru . "Ndinoda iyo iwe unogona kuuya nechinangwa chakakosha uye unyore nyore kune chimwe chinhu chisingadhuri zvakawanda," akambotaura. "Icho chaiva chiratidzo chekutanga cheApple. Ndizvo zvatakaedza kuita neMac kwanza. Ndizvo zvatakaita nePod "(Smithsonian.com).
Rununura uye kuve nyore zvakabva zvava maitiro ehutano hwema Apple, asi apo zvizhinji zveMicrosoft zvaive zvakanaka kwazvo pakuzvitengesa pachavo, Mabasa akaziva kare kare kuti aifanira kubatanidza mafomu, basa, uye kutengesa kukuru kuti zvibudirire chaizvo, uye nokuita saizvozvo akafambisa Apple mune imwe yenyika inonyanya kuzivikanwa mabhizimusi.
Kunyangwe apo Apple yakanga isiri yekutanga kubva pasuwo nechinangwa chekuvandudza mishonga, yaive kazhinji kambani yakatora chigadzirwa chaivepo, ichigadzirisa zvakare nenzira yakasiyana-siyana, yakagadzira chiziviso chinoshamisa chekutengeserana , uye ichiita kuti ive inobatsira zvikuru yekutengeserana .
Iyo iPhone ndiyo muenzaniso wakadaro, iyo iyo yakasunungurwa makwikwi akaparadzwa akadai seNokia naBlackberry mumakore mashomanana.
Kubudirira kwekutsvaga kweApple kunotarisana nekuvaka nekusimudzira mararamiro ezvakanaka . Apple vatengi vanowanzove vakavimbika kwazvo kune cheki uye vazhinji vakazvipira Apple vese vanozotenga zvitsva zvose zvekubudiswa kweApp product - hazvisi zvisizvo kuti vatengi vatarise kwemaawa kana mazuva kuti vashandise iPhone kana kuti zvimwe zvekubudiswa kwe Apple. Maererano nebhuku reMorgan Stanley rekutsvakurudza kwegore ra2014, iPhone yeApple ine 90% yemari yekuchengetedza mararamiro pamusoro peSamsung, LG, nezvimwe.
Apple inowirirana mukunda wezvikomborero zvekutengesa kunaka, kusanganisira:
Apple Inc. "Tsvaga Mac" Yakanzi "Most Successful Marketing Campaign" ya2007 paYouth Effie Awards ("Ita Mac" mishandirapamwe yakakwanisa kubudirira kuApple, uye yakawana 42% yekugovana kwekugovana kwegore mugore rayo rokutanga.
Nhamba idzi dzinoratidzwa wechidiki, mukoko weMac Mac pechipfuti, kubwinya, nerdy-looking, uncolly uncool propriétaire.) Muna 2010, Adweek yakaratidza "Ita Mac" kuti ive yepamushambadzi wekuratidza kuparidza kwemakore gumi.
Mutengo weCMO Survey wekutengesa Excellence zvakakosha mukukunda muna 2012 uye muna 2016.
"Brand of the Year" muna 2013 muzvikwata zvemafoni, mahwendefa, uye makombiyuta kuburikidza nekutsvakurudza ruzivo rweHarris Interactive.
Kutengesa Muenzaniso: Chimwe chemashoko ekutengeserana ndechokuti mari inobatsira yokutengesa inonyanya kukosha kudarika iyo yakawanda yekutengesa ivhu.