Qhov Tseem Ceeb - Kev Lag Luam vs Kev Txhim Kho Kev Lag Luam
Kev lag luam tau txais ntau lub tswv yim txhawm rau ua tiav kev sib tw ntawm cov neeg sib tw. Cov no suav nrog kev nqis tes ua los ua kom lawv cov khoom ntxias rau cov neeg siv khoom thiab nthuav dav lawv txoj kev lag luam thiab kev nthuav dav. Kev lag luam thiab kev txhim kho kev lag luam yog ob txoj hauv kev uas cov tuam txhab siv rau lub hom phiaj no. Qhov sib txawv tseem ceeb ntawm kev lag luam thiab kev txhim kho kev lag luam yog kev lag luam yog kev ua lag luam, cov koom haum, thiab cov txheej txheem tsim, sib txuas lus, xa tawm, thiab sib pauv cov khoom muaj txiaj ntsig rau cov neeg siv khoom, cov neeg siv khoom, cov koom tes, thiab cov zej zog loj thaum kev lag luam loj hlob yog cov txheej txheem ntawm kev nrhiav txoj hauv kev los ntawm kev tsim cov khoom tshiab, nkag mus rau hauv kev lag luam tshiab thiab tsim kev lag luam koom tes nrog lwm lub tuam txhab.
YKev lag luam yog dab tsi?
American Marketing Association txhais kev lag luam raws li "kev ua, txheej txheem, thiab cov txheej txheem tsim, sib txuas lus, xa tawm, thiab sib pauv cov khoom muaj txiaj ntsig rau cov neeg siv khoom, cov neeg siv khoom, cov koom tes, thiab zej zog loj". Qhov tseem ceeb tshaj plaws los xav txog hauv kev lag luam yog 'kev sib tw ua lag luam'. Qhov no suav nrog cov khoom siv uas pab lub tuam txhab sib txawv nws tus kheej los ntawm nws cov neeg sib tw. Tag nrho cov khoom no yuav tsum muaj nyob rau hauv synchronization nrog kev lag luam zoo. Kev sib xyaw ua lag luam kuj tseem hu ua '4 Ps' thiab suav nrog,
khoom
Qhov no yog qhov tseem ceeb tshaj plaws hauv kev lag luam sib xyaw. Cov khoom lag luam tuaj yeem yog qhov pom tau zoo lossis qhov kev pabcuam tsis muaj peev xwm ua tau raws li qhov xav tau lossis xav tau ntawm cov neeg siv khoom. Nws yog qhov tseem ceeb tshaj plaws uas lub tuam txhab qhia meej meej cov khoom lossis nws cov yam ntxwv tseem ceeb tshaj plaws rau cov neeg siv khoom.
E.g. Volvo yog nrov rau 'kev nyab xeeb' feature ntawm lawv lub tsheb
Price
Qhov no yog tus nqi nyiaj uas cov khoom yuav pauv. Kev txiav txim siab ntawm tus nqi yuav cuam tshuam cov nyiaj tau los, khoom siv, kev xav tau, thiab kev lag luam zoo. Ntau lub tswv yim ntawm tus nqi muaj nyob rau lub tuam txhab uas feem ntau yog nyob ntawm qhov xwm txheej ntawm cov khoom tau muab.
E.g. Louis Vuitton yog ib lub npe nrov tshaj plaws hauv ntiaj teb
Promotion
Txoj kev tshaj tawm suav nrog ntau txoj hauv kev uas cov ntaub ntawv cov khoom lag luam sib txuas lus rau cov neeg siv khoom. Qhov no suav nrog cov ntsiab lus xws li kev tshaj tawm, kev lag luam xov tooj, kev tshaj tawm kev lag luam, thiab kev lag luam ncaj qha. Rau kev tshaj tawm cov tswv yim kom ua tau zoo, nws yog ib qho tseem ceeb rau kev tsom mus rau kev sib txuas lus cov ntsiab lus muag ntawm cov khoom.
E.g. Lub khw lub cev tau txhawb nqa nws tus kheej tas li ua lub tuam txhab ncaj ncees uas tsis siv kev sim tsiaj
Puas
Qhov no yog hais txog kev faib khoom siv los xa cov khoom rau cov neeg siv khoom. Ib qho kev sib kis tau zoo yog qhov tseem ceeb yog tias kev ncav cuag zoo rau cov neeg siv khoom yog lub hom phiaj ntawm lub tuam txhab. Txij li thaum cov neeg siv khoom tuaj yeem xaj cov khoom hauv online, kev faib khoom raws sijhawm ntawm lub cev rau lawv lub qhov rooj tau dhau los ua qhov tseem ceeb.
E.g. Coca Cola muaj ib qho kev faib khoom zoo tshaj plaws thoob plaws hauv 200 lub teb chaws
Daim duab 1: Kev lag luam sib xyaw rau Hugo Boss
Kev txhim kho kev lag luam yog dab tsi?
Kev txhim kho kev lag luam yog cov txheej txheem ntawm kev nrhiav txoj hauv kev los ntawm lub tuam txhab los ntawm kev tsim cov khoom tshiab, nkag mus rau hauv kev lag luam tshiab thiab tsim kev lag luam koom tes nrog lwm lub tuam txhab.
Kev txhim kho khoom
Kev txhim kho khoom lag luam yog lub tswv yim uas cov tuam txhab tsim cov khoom tshiab lossis cov khoom lag luam thiab ua lag luam rau hauv kev lag luam uas twb muaj lawm, i.e. mus rau tib neeg lub hauv paus. Hom tswv yim no tuaj yeem ua tiav los ntawm cov tuam txhab muaj npe nrov uas tau tsim cov npe lag luam txij li cov neeg siv khoom feem ntau tsis xav yuav khoom los ntawm cov npe nrov.
Piv txwv li, Unilever launched CLEAR tsuaj zawv plaub hau tiv thaiv tawv taub hau los ntawm cov teeb meem xws li dandruff thiab dryness
Kev Lag Luam Kev Lag Luam
Kev lag luam kev lag luam yog lub tswv yim loj hlob uas txheeb xyuas thiab tsim cov lag luam tshiab rau cov khoom uas twb muaj lawm. Lub tswv yim txhim kho kev lag luam tuaj yeem siv tau los ntawm kev nkag mus rau hauv thaj chaw tshiab kev lag luam lossis los ntawm kev tsom mus rau cov neeg siv khoom tshiab hauv ntu tshiab
Piv txwv li, Cov tuam txhab xws li Nestlé thiab Coca-Cola tau nkag mus rau hauv African kev lag luam uas yog ib feem ntawm lawv txoj kev loj hlob
Kev sib koom ua lag luam
Kev sib koom ua lag luam yog ib hom kev sib koom ua ke ntawm ob lub tuam txhab kom ua tiav lub hom phiaj sib xws. Cov kev sib koom tes zoo li no tuaj yeem ua rau kev sib koom ua ke, kev yuav khoom lossis kev sib koom ua lag luam. Kev txuag nqi thiab txiaj ntsig los ntawm ib leeg 'cov peev txheej tseem ceeb yog qhov laj thawj tseem ceeb rau kev nkag mus rau hauv kev koom tes ua lag luam.
Piv txwv li, Xyoo 1984, General Motors thiab Toyota tau tsim kev sib koom ua lag luam ntawm lub tuam txhab tsim tsheb hu ua New United Motor Manufacturing, Inc. (NUMMI)
Qhov txawv ntawm Kev Lag Luam thiab Kev Txhim Kho Kev Lag Luam yog dab tsi?
Kev lag luam vs kev txhim kho kev lag luam |
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| Kev lag luam yog cov haujlwm, txheej txheem, thiab cov txheej txheem tsim, sib txuas lus, xa tawm, thiab sib pauv cov khoom muaj txiaj ntsig rau cov neeg siv khoom, cov neeg siv khoom, cov koom tes, thiab zej zog loj. | Kev txhim kho kev lag luam yog cov txheej txheem ntawm kev nrhiav txoj hauv kev los ntawm lub tuam txhab los ntawm kev tsim cov khoom tshiab, nkag mus rau hauv kev lag luam tshiab thiab tsim kev lag luam koom tes nrog lwm lub tuam txhab. |
| Type | |
| Cov tswv yim txhim kho cov khoom lag luam, nqe, nce qib thiab qhov chaw yog kev lag luam kev lag luam. | kev tsim khoom, kev tsim kho kev lag luam thiab kev sib koom ua lag luam yog kev txhim kho kev lag luam. |
| Kev lag luam kev lag luam yog tus nqi qis dua thiab tuaj yeem siv sijhawm luv luv dua li kev txhim kho kev lag luam. | Kev txhim kho kev lag luam yog kim heev thiab feem ntau, ncua sij hawm ntev dua. |
Summary – Marketing vs Business Development
Qhov txawv ntawm kev lag luam thiab kev txhim kho kev lag luam feem ntau yog nyob ntawm lub hom phiaj lawv tau ua. Kev lag luam yog ib qho kev tawm dag zog kom tau txais cov neeg siv khoom thiab ua tiav ntsib kev sib tw. Ntawm qhov tod tes, kev txhim kho kev lag luam yog ib lub tswv yim kom loj hlob ntawm kev lag luam los ntawm txoj kev ntawm cov khoom thiab / los yog kev lag luam kev loj hlob los yog los ntawm kev lag luam alliance. Kev txhim kho kev lag luam yog xyaum ua qhov loj hauv cov tuam txhab thoob ntiaj teb thaum kev lag luam yog ua los ntawm txhua hom tuam txhab. Tsis tas li ntawd, qhov kev tsim kho tshiab ntawm kev ua lag luam yog qhov yooj yim dua los nyiam cov neeg siv khoom rau cov khoom lag luam thiab cov npe ntawm lub tuam txhab.
