Awazi ukuthi kuyini ukumaketha
Uke walicabangisisa kakhulu izwi Marketing? Njengamagama amaningi, incazelo iye yahlanekezelwa futhi yachazwa kabusha ngokuhamba kwesikhathi. I-Wikipedia inikeza incazelo elandelayo:
Ukumaketha kuyinqubo eqhubekayo yokuhlela nokusebenzisa inhlanganisela yokumaketha (Umkhiqizo, Intengo, Indawo, Ukuphromotha okuvame ukubizwa ngokuthi ama-4 Ps) ngemikhiqizo, izinsizakalo noma imibono yokudala ukushintshana phakathi kwabantu ngabanye nezinhlangano. Wikipedia
Kuzwakala okomuntu siqu, huh? Ukuthengisa kushintshile ngoba izimakethe ishintshile. Njengoba izimakethe zikhula futhi zixhunywa ukude kubathengi, abathengisi bekufanele balungise ukuthi bawuthengisa kanjani umkhiqizo wabo.
Ukusebenzisa amakhathalogi nezikhangiso zamaphephandaba… kanye nokuphothula izifundo zethelevishini, i emakethe in emaketheilahlekile.
UDokotela Searls wabiza esikwenzayo Izembe Ekhanda Marketing esahlukweni sakhe esibhalwe kahle, Izimakethe ziyizingxoxo ku-Cluetrain Manifesto.
Inkinga ngemakethe entsha yayiwukuthi kwakuyindlela eyodwa kuphela, kusukela "enhlangano kuya kumuntu ngamunye". Sikhohlwe ukuthi imakethe yayiyini ngempela.
Izimakethe ngabantu, izimakethe azizona izinsiza. Ukumaketha yikhono lakho lokuxhumana nabantu, hhayi ukuthi iyiphi indlela oyisebenzisayo ukuxhumana nabo. Abathengisi bangabantu, futhi, futhi kufanele basebenzise noma iyiphi indlela noma indlela abangakwazi ukuxhumana ngayo nemakethe.
Isithombe esingenhla sihle kakhulu. Awekho amabhodi, awekho amaflaya, awekho amazwi okuteketisa… akukho ngisho nombala wetende ohlukanisayo wokuhlukanisa umkhiqizo wakho. Abantu nje. Abantu bekhuluma bodwa. Abantu abahambahambayo bephethe umkhiqizo esandleni. Abantu abakhuluma nebhizinisi. Akumangalisi ukuthi kungani izimakethe zabalimi zikhula kuwo wonke amadolobha! Amakhasimende akho afuna umkhiqizo noma isevisi yakho, akhathele nje ukungakwazi ukukhuluma nanoma ubani! Ayihlukile kakhulu eminyakeni eyi-100 edlule, akunjalo?
Iqiniso liwukuthi usukhohliwe ukuthi yikuphi ukumaketha is. Ukuthengisa akuyona i-4 freakin P's futhi. Ukuthengisa kubamba iqhaza eMakethe. Ukumaketha akukona ukubeka iwebhusayithi, ukuthumela ukukhishwa kwabezindaba okumbalwa, ukuphonsa iphepha elimhlophe nokuthumela incwadi yezindaba. Ukumaketha ukuhlangana namakhasimende akho, noma umbono wamakhasimende, futhi uxhumane nawo ngokwethembeka nangobuqotho.
Uma ungakhulumisani (lokho akukhona nje ukukhuluma, lokho kulalela nokuphendula), awumakethi. Uma ungamukeli inkundla yezokuxhumana njengamabhulogi, amanethiwekhi omphakathi, iselula (ukuxhumana), ividiyo (ukuxhumana) kanye ne-imeyili (ukuxhumana) njengeyakho okuyisisekelo ama-mediums, awumakethi.
Ibhulogi yami imayelana nokusebenzisa ubuchwepheshe ukuze uthuthukise ikhono lakho lokuxhumana nemakethe yakho. Yingakho nginezihloko eziningi kangaka nezixhumanisi - kunegagasi lobuchwepheshe obusha elizokusiza. Hlala ucabange ngegama Marketing nokuthi yatholwa kanjani, hhayi ukuthi ibe yini.
Isithombe sesimanje esivela kuwebhusayithi yeSan Rafael. 1908 Isithombe semakethe esivela ku- Ibhulogi Yezithombe Yeminyaka Eyi-100 Ubudala.