Infographics YotsatsaMaphunziro Ogulitsa ndi KutsatsaKulimbikitsa Kugulitsa

Kusintha kwa Wogulitsa

Kusintha kwa ogulitsa kwazaka zambiri kwakhala ulendo wosangalatsa, wopangidwa ndi kusintha kwachuma, kusinthika kwa machitidwe a ogula, komanso kuyenda kosalekeza kwaukadaulo. Kuyambira m'zaka za m'ma 1800 mpaka lero, ogulitsa asintha njira zawo kuti akwaniritse zofuna za nthawi iliyonse. Nkhaniyi ikuwunika kusintha kodabwitsaku pofufuza mikhalidwe, njira, ndi machitidwe a ogula omwe amatanthauzira zaka khumi zilizonse.

1800s - Kumayambiriro kwa 1900s: Age of Barter

M'zaka za m'ma 1800 ndi kumayambiriro kwa zaka za m'ma 1900, malonda anachitika mu zomwe zingatchedwe kuti M'badwo wa Barter. Panthawi imeneyi, zolimbikitsa zachuma zinali pachimake pakugulitsa. Ogulitsa, omwe nthawi zambiri ankayenda, ankayenda malo ndi malo, atanyamula katundu woti akagulitse. Ogula anali ndi zosankha zochepa ndipo adadalira kwambiri malingaliro a ogulitsawa. Kukhalapo kwa wogulitsa m’deralo kunali chochitika chofunika kwambiri, chochititsa chidwi. Kukhalapo kokha kwa wogulitsa kunali kokwanira kutsimikizira kuti wina agula kanthu.

1950s-1970s: Age of Feature & Benefit

Zaka za m'ma 1950 mpaka 1970 zinali chizindikiro cha Zaka Zachinthu & Phindu. Nthaŵi imeneyi inatsatira nkhondo yachiŵiri ya padziko lonse, ndipo anthu a ku America anasangalala kwambiri. Kufunika kwa katundu kunali kwakukulu, ndipo kunali kochuluka. Ogulitsa panthawiyi nthawi zambiri ankalipidwa chifukwa cha ntchito, ndipo kukhutira ndi zosowa za ogula nthawi zina zinkanyalanyazidwa malinga ngati katundu wamba anali kupangidwa ndi kugulitsidwa. Ogula ankadalira malonda, makamaka kudzera m'mabuku, wailesi, ndi TV, kupanga zosankha zogula. Cholinga chinali pa mawonekedwe ndi maubwino azinthu, ndipo zomwe makasitomala adachita zinali, Ndi nthawi ya phwando!

1980s-1990s: Nyengo Yogulitsa Mokopa

Zaka za m'ma 1980 ndi 1990 zinayambitsa Zaka Zogulitsa Zokopa. Panthawi imeneyi, anthu ankakonda kufunafuna udindo, kugula zinthu mopambanitsa komanso kuchita zinthu mopambanitsa. Ogulitsa adakhala ochulukirapo kuposa opulumutsa; kupereka chithandizo chapadera kunakhala kofunika kwambiri monga kuperekera katunduyo. Ogula amakakamizidwa kuti asangalatse ena, nthawi zambiri amagula zinthu zomwe sanazifune. Kupanga chidaliro ndi maubale ndi makasitomala kudakhala njira yayikulu, ndipo zomwe makasitomala adachita adasinthiratu "Ndiroleni ndiwone zomwe muli nazo."

2000s: Age of Power Shift

Zaka za m'ma 2000 zidawonetsa Age of Power Shift mu malonda. Kuwukira kwa 9/11 kudapangitsa chikhalidwe chapadziko lonse chokayikitsa komanso kusafuna, zomwe zimakhudza machitidwe a ogula. Kuphatikiza apo, kusokonekera kwachuma kwa 2008 kudasokoneza kudalira nyumba zamalamulo ndi utsogoleri wamabizinesi. Nthawi imeneyi idawona kukwera kwa intaneti, pomwe Google idabadwa, ndikuyika dziko lapansi m'manja mwa ogula. Ogulitsa tsopano anayembekezeredwa kuti akwaniritse zosowa za ogula, ndipo ntchito yamakasitomala idakhala gawo lofunikira kwambiri pakugulitsa. Chifukwa cha kuchuluka kwa chidziwitso, ogula adayang'anira zosankha zawo zogula. Maganizo omwe analipo pakati pa ogula anali akuti, "Tikakonzeka kuyamba kugula, tidzakupezani. Mpaka nthawi imeneyo, usandiyimbire foni, ndikuyitana.

2010s ndi Kupitilira: M'badwo Woyika Katswiri

Mu 2010s ndi kupitirira apo, tinalowa mu Zaka za Katswiri Positioning. Kutsatsa kwazinthu ndi kupatsa mphamvu kwa ogula zidatanthawuza nthawi ino. Ogula anali ndi mwayi wopeza zambiri komanso kafukufuku, wopitilira 70% ya zosankha zawo zogula zomwe adapanga asanakumane ndi wogulitsa. Ogulitsa amayenera kusintha kukhala akatswiri a niche ndikuwonetsa ukadaulo wawo popanda kugulitsa movutikira. Ogula amayembekezera maphunziro ndi mtengo asanapange chisankho chogula. Njira zasinthira kujowina madera a pa intaneti ndikupanga zinthu zofunika kwambiri. Kuyankha kwa kasitomala kunakhala, “Ndikakonzeka kugula, ndidzalumikizana inu. 'Mpaka pamenepo, tipitirizebe kubwerera!"

Kodi Chotsatira N'chiyani?

Chisinthiko cha ogulitsa pazaka makumi ambiri chikuwonetsa kusintha kosasintha kwa malo ogulitsa ndi malonda. Kuyambira m'zaka zakusinthana mpaka zaka za akatswiri, ogulitsa asintha ndikusintha kuti akwaniritse zosowa ndi zoyembekeza za ogula nthawi iliyonse. M'nthawi yamakono yamakono, kumene ogula amatha kupeza zambiri, ogulitsa asintha kukhala aphunzitsi ndi alangizi odalirika, akugogomezera kufunika kopereka phindu ndi luso. Pamene tikupita patsogolo, ntchito ya ogulitsa ikupitilirabe kusinthika, kupangidwa ndi matekinoloje omwe akubwera komanso kusintha kwa machitidwe a ogula.

Sales coach Bill Caskey idatithandizira mwatsatanetsatane za chisinthiko, kufotokoza za chuma, njira, malingaliro a ogula, njira, ndi momwe amachitira.

Kusintha kwa Wogulitsa

Douglas Karr

Douglas Karr ndi CMO OpenINSIGHTS ndi woyambitsa wa Martech Zone. Douglas wathandizira oyambitsa ambiri opambana a MarTech, wathandizira kulimbikira kopitilira $ 5 bil pakugula ndi kuyika kwa Martech, ndipo akupitiliza kuthandiza makampani kukhazikitsa ndikusintha njira zawo zogulitsa ndi zotsatsa. Douglas ndi katswiri wodziwika padziko lonse lapansi wosinthira digito komanso katswiri komanso wokamba nkhani wa MarTech. Douglas ndi mlembi wofalitsidwa wa kalozera wa Dummie komanso buku la utsogoleri wabizinesi.

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