Qhov Tseem Ceeb Qhov Sib Txawv - Kev Lag Luam Kev Lag Luam vs Khoom Muag
Qhov sib txawv ntawm kev lag luam sib xyaw thiab cov khoom sib xyaw yog qhov tseem ceeb heev. Pib nrog, ib lub koom haum tseem ceeb yuav tsum muaj cov khoom lag luam uas yuav tsum tau muag kom tau txais txiaj ntsig. Cov khoom lag luam tuaj yeem xa mus rau cov khoom lag luam (cov khoom lag luam) lossis cov khoom tsis tsim nyog (kev pabcuam). Cov tswv yim kev lag luam yog ua tiav siv cov tswv yim hais txog kev ua lag luam. Ob qho khoom sib xyaw thiab kev lag luam sib xyaw ua ke yog ib feem ntawm cov txheej txheem tactical no. Qhov sib txawv ntawm Marketing Mix thiab Product Mix yog tias Marketing Mix yog lub ntsiab lus dav dua uas suav nrog kev ua tiav ntawm kev lag luam tactics thaum cov khoom sib xyaw tsuas yog hais txog ob peb lub ntsiab lus ntawm cov khoom sib txawv. los ntawm tag nrho kev lag luam mix. Txawm hais tias qhov dav ntawm cov ntsiab lus no txawv, ob qho tib si yog siv los ua kom muaj txiaj ntsig zoo ntawm kev lag luam cov tswv yim thiab ua tiav cov hom phiaj. Tam sim no, peb yuav saib cov ntsiab lus ntawm tus kheej uas yuav ua raws li qhov sib txawv ntawm lawv.
Yuav ua li cas yog Marketing Mix?
Kev lag luam sib xyaw yog lub ntsiab lus dav uas suav nrog cov haujlwm tseem ceeb ntawm kev lag luam. Kev sib xyaw ua lag luam tuaj yeem txhais tau tias "cov txheej txheem ntawm kev npaj sib xyaw ntawm kev tswj tau, cov cuab yeej kev lag luam uas lub koom haum siv los ua kom tiav cov txiaj ntsig xav tau los ntawm nws cov neeg tuaj saib". Kev sib xyaw ua ke ntawm kev lag luam sib xyaw ua ke yog npaj ua raws li cov lus qhia ntawm kev lag luam zoo tshaj plaws thiab cov tswv yim lag luam ntawm lub koom haum hais. Kev sib xyaw ua lag luam xav tau kev ua tau zoo yog los txhawb qhov kev thov los ntawm cov neeg siv khoom kawg.
Txawm hais tias, kev lag luam sib xyaw tseem yog ib feem ntawm kev lag luam rau ntau pua xyoo, lub sij hawm tau pib tham los ntawm tus thawj tswj hwm ntawm American marketing Association Neil Borden hauv 1953. McCarthy nthuav dav ntawm qhov no thiab piav qhia txhua yam ntawm kev lag luam sib xyaw. Txij thaum ntawd los, qhov no tau siv dav los ntawm cov neeg lag luam thoob plaws ntiaj teb. Thaum pib, kev sib xyaw ua lag luam tau nthuav dav kom muaj plaub P. Cov plaub Ps yog Khoom Muag, Qhov Chaw, Nqe, thiab Kev Tshaj Tawm. Tus cwj pwm ntawm txhua tus subelement yog raws li hauv qab no:
- Cov khoom yog hais txog cov khoom siv los yog cov khoom tsis sib xws uas txaus siab thiab ua tiav cov neeg siv khoom xav tau. Piv txwv li, lub tsheb yog ib yam khoom uas txaus siab rau kev thauj mus los. Cov khoom lag luam tuaj yeem muaj qhov sib txawv xws li kev ua tau zoo, ntau yam, tsim, nta, ntim, kev pabcuam pub dawb thiab lub npe hom.
- Qhov chaw tsuas yog hais txog kev faib khoom siv. Nws yog cov haujlwm uas ua rau cov khoom muaj rau cov neeg siv khoom. Kev yooj yim yog xav tau los ntawm cov neeg siv khoom pom. Qhov sib txawv ntawm qhov chaw yog cov channel, kev pab them nqi, kev thauj mus los, kev thauj mus los, thiab qhov chaw.
- Tus nqi yog tus nqi uas tus neeg siv khoom txaus siab them kom tau txais cov khoom lag luam txhawm rau ua kom tau raws li nws xav tau. Nqe yuav suav nrog cov kev hloov pauv xws li kev txo nqi, cov nqe lus qiv nyiaj, hom kev them nqi, daim ntawv teev nqi, thiab lwm yam.
- Txoj kev tshaj tawm yog lub luag haujlwm ntawm kev sib txuas lus cov khoom lag luam thiab cov txiaj ntsig rau cov neeg siv khoom. Kev muag tus kheej, kev muag khoom, kev tshaj tawm, kev lag luam ncaj qha thiab kev sib raug zoo rau pej xeem yog cov cuab yeej siv los tsim kev paub thiab yaum cov neeg siv khoom.
Tom qab ntawd, plaub Ps tau txuas ntxiv mus rau 7 Ps, tshwj xeeb tshaj yog txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm rau txhawm Qhov peb ntxiv yog pov thawj lub cev, tib neeg, thiab txheej txheem. Xyoo 1990's Lauterborn tau hais tias plaub Ps tau ntau dua rau cov neeg muag khoom xav tau thiab tsis cuam tshuam cov neeg siv khoom xav tau. Yog li, nws tau tsim 4 Cs uas yog Cov Neeg Siv Khoom xav tau, Nqi, Yooj Yim, thiab Kev Sib Txuas Lus. Yog li ntawd, lub sij hawm, kev lag luam sib xyaw tau pom qhov kev ntsuas tseem ceeb tsis tu ncua, nws tau tsim thiab ua kom zoo dua.
Cov khoom sib xyaw yog dab tsi?
Cov khoom sib xyaw yog tag nrho cov kab khoom lag luam uas lub tuam txhab muab rau lawv cov neeg siv khoom. Cov khoom sib xyaw tuaj yeem raug hu ua cov khoom sib txawv thiab. Ib lub koom haum tuaj yeem muaj ib lossis ntau yam khoom. Yog tias muaj ntau yam khoom muaj nyob rau ntawm kev muab, nws yuav yog ib qho khoom sib xws lossis tsis sib xws. Piv txwv li, yog tias cov chaw tsim khoom muab cov khoom siv sau ntawv thiab cov hnab ntawv hauv tsev kawm ntawv, nws muaj feem cuam tshuam vim tias ob qho tib si siv rau tib lub hom phiaj. Yog tias lub tuam txhab muag cov khoom ruaj khov thiab cov tshuaj ntxuav tes, nws tsis cuam tshuam.
Cov khoom sib xyaw muaj plaub qhov loj me uas yog hauv qab no:
- Dav: Tus naj npawb ntawm cov kab khoom uas ib lub koom haum muag.
- Ntev: Tus naj npawb ntawm cov khoom lag luam tag nrho hauv lub koom haum cov khoom sib xyaw. (Piv txwv li yog tias 5 cov khoom lag luam hauv ob hom muaj nyob, cov khoom ntev yog 10).
- Qhov tob: tag nrho cov kev hloov pauv rau txhua yam khoom. Cov variations tuaj yeem yog qhov loj, tsw, lossis lwm yam txawv. (Piv txwv li yog tias cov khoom raug muag hauv peb lub pob hnyav sib txawv thiab hauv ob qhov tsw, cov khoom tshwj xeeb muaj qhov tob ntawm rau.)
- Kev sib raug zoo: Cov qib zoo sib xws ntawm cov khoom lag luam nyob rau hauv cov nqe lus ntawm lawv qhov kawg kev siv, cov kev xav tau ntau lawm, tus nqi, cov khoom siv, kev tshaj tawm, thiab lwm yam.
Cov khoom sib xyaw yog ib pawg ntawm kev lag luam sib xyaw raws li nws ncaj qha ntsig txog qhov sib txawv ntawm cov khoom.
Dab tsi yog qhov txawv ntawm Marketing Mix thiab Product Mix?
Definition of Marketing Mix and Product Mix:
Kev Lag Luam Kev Lag Luam: Cov txheej txheem npaj sib xyaw ntawm kev tswj tau, cov cuab yeej kev lag luam tawm tswv yim uas ib lub koom haum siv los ua kom tiav cov txiaj ntsig xav tau los ntawm nws cov neeg tuaj saib lub hom phiaj
Cov Khoom Muag: Nws yog tag nrho cov khoom lag luam uas lub tuam txhab muab rau lawv cov neeg siv khoom.
Yam ntxwv ntawm Kev Lag Luam Kev Lag Luam thiab Cov Khoom Siv:
Broadness:
Kev Lag Luam Kev Lag Luam: Kev Lag Luam Kev Lag Luam yog cov lus dav dav uas suav nrog kev ua tiav ntawm kev lag luam tactics (khoom, qhov chaw, nqi & nce qib).
Cov Khoom Sib xyaw: Cov khoom sib xyaw tsuas yog hais txog ob peb yam ntawm cov khoom sib txawv los ntawm tag nrho kev lag luam sib xyaw.
Lub tswv yim tseem ceeb:
Kev Lag Luam Kev Lag Luam: Kev sib xyaw ua lag luam tau muab qhov tseem ceeb ntau dua li cov khoom sib xyaw.
Cov Khoom Sib xyaw: Cov khoom sib xyaw muaj qhov tseem ceeb tsis tshua muaj txiaj ntsig thiab cuam tshuam rau lub koom haum piv nrog kev lag luam sib xyaw.
Kev sib xyaw:
Kev Lag Luam Kev Lag Luam: Lub peev xwm los ua ke cov khoom sib txawv (cov khoom lag luam, qhov chaw, nqe & nce qib) hauv cov qib yuav tsum tau ua kom ua tiav cov hom phiaj kev lag luam yog nyob nrog kev lag luam sib xyaw.
Cov Khoom Sib xyaw: Cov khoom sib xyaw tsuas tuaj yeem ua si nrog cov khoom lag luam ntawm ib lub koom haum. Yog li, nws tsis muaj peev xwm ua ke.
Txhua yam, cov khoom sib xyaw yog ib feem ntawm kev lag luam sib xyaw. Kev sib xyaw ua ke ntawm kev lag luam kom raug yuav hais txog cov khoom sib xyaw kom haum rau lub koom haum.
Image Courtesy: "7ps-marketing-ps" los ntawm Henripontes - Tus kheej ua haujlwm. (CC BY-SA 3.0) ntawm Wikimedia Commons “Axe Products”. (Pubblico dominio) Wikimedia Commons
