Uluhlu yorhwebo yempahla

Le nkampani, ephuhlisa ezintsha iindidi zemveliso kufuneka ijongane imibuzo malunga portfolio imveliso leyo.

Product lomqolo - liqela elithile iimveliso, ezinento omnye komnye ngenxa ukufana yokusebenza, amaqela anomdla ngayo abathengi, iintlobo zokufezekisa lezithuba zorhwebo okanye ixabiso ibanga.

Umzekelo, umenzi assortimetnom "Revlon" liqela izithambiso, "Motors Jikelele" - iimoto, "Panasonic" - TV nevidiyo.

Lo mgaqo-nkqubo imveliso ye umdla kakhulu amaqela iimveliso ukuba enze imisebenzi efanayo.

Uluhlu imveliso luphawulwa amagama afana yesibanzi (inani eliphunguliweyo lweendidi yemveliso ocetywayo), ubunzulu (inani lezinto kwiqela ngalinye), Ukwanda (ukwanda imveliso phezu koko yeemveliso ezintsha), ngokuvumelana (Product kufuphi inkqubo yokuvelisa, imijelo ukwabiwa, umsebenzisi-nkonzo ekupheleni) nengqiqo (ukukwazi ukwanelisa umthengi), uzinzo (ukukwazi ukuhlangabezana nemfuno), ezintsha (ukukwazi ukuhlangabezana neemfuno eziguqukayo zeli abaxhasi).

Latitude, leyo ubonakalise uluhlu, indidi iimveliso kwiimfuno zabaxumi ukuze babakhuthaze ukuba athenge kwindawo enye. Ukuba inkampani ikhupha amaqela imveliso ezininzi, ngoko kuziwa nokuhlelwa yorhwebo. Kwimveliso yamaqela mveliso eziliqela zibanga mveliso ezininzi ezinkulu, "Avon" (kuluhlu leyo ebandakanya amaqela imveliso amathathu: zokuthambisa, iimpahla zendlu, izacholo), "Samsung" (iqela yevidiyo nonolwazi TV, izixhobo zombane ekhaya, izibonelelo zonxibelelwano), " Procter & Gamble "(eyenza le uluhlu amaqela imveliso ezintandathu: iisepha, ukucupha ezilahlwayo, intlama, deodorant, isepha, ikofu).

Ubunzulu kobubanzi imveliso - into ukukwazi ukuhlangabezana neemfuno amacandelo ezahlukeneyo agent kwi uhlobo oluthile impahla. Hi xikombiso, le intlama ziya kuthengiswa ukuphakheja ezahlukeneyo ezineempawu ezahlukeneyo kunye nokwakheka.

Ukwanda kuluhlu imveliso - into ukongeza lwemveliso ezintsha ngaphakathi kuluhlu ezikhoyo, iimveliso ezintsha ezahlukileyo kakhulu ukusuka zikhona. Oku kwenzeka xa inkampani efuna ukuba abe yinkokeli, umthwalo amandla ukuze uphephe iteknoloji kwemitshini, ukuzama ukunqanda ukukhula wokhuphiswano. Umzekelo kuluhlu Ukwanda ephezulu i "Procter & Gamble", nto leyo uvelisa malunga namashumi amabini iintlobo amabala.

Ukwanda Uluhlu kukhokelela ekwandeni iindleko, ngenxa yokuba kukho imfuneko yokuba ukugcina uluhlu, guqula kancinane iimveliso. Kukho ingozi zokusasaza oscillation. Ngoko ke, iiphothifoliyo imveliso kushishino kufuna ulawulo olunovelwano ukugcina inzuzo kule nkampani kunye ukulwa ngempumelelo ngokuchasene okhuphisana.

Management uluhlu imveliso - liphulo lokugaya kwimisebenzi eyahlukeneyo: uphando kwimarike ebanzi, uyilo, umsebenzi lwenzululwazi nobugcisa, umbutho yentengiso, izibhengezo, iinkonzo, ukuvuselela imfuno. Ukuntsonkotha lo msebenzi zintsonkothe olwaneleyo kokudibanisa zonke izinto. Ukuba awukwazi, yosinda imfuduka andazi ukuba avelise imveliso ekufuneka umthengi, yaye ilungiselelwe ngokufanelekileyo imveliso iyantlukwano mveliso. Marketing ebona le meko njengoko yintswela ngqo into ekufuneka uyenze ngokwenene ukuphumeza ukusebenza ngendlela.

Iinjongo zolawulo neentlobontlobo ukuba avelise iinkcukacha imveliso yabathengi, ukutshintshwa kwayo kwisebe projekthi kunye tracking ukuba kwase waziswa neemfuneko yomboleki. Kuphela ngale ndlela kuba kuhle ukuba imali a loyamano imveliso, kunokuba ukuchitha imali kweentengiso impahla eziphelelwe lixesha. ulawulo neentlobontlobo yenziwa umphathi sentengiso.