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MAPKETI/HI

2 Konkypenqua ua Qopnrama: KoN,rnauu.flmaJ Br,snpuenra kamo koukypeHmu otqe no-uupokkpte om kounanuu. Kamo myk rr,ro>keu ga Bk,tlcuulrBcuqku korurnauuu, koumo eagoBo,trBam egHa u c'bulauy*ga. B c.Lyuaa uyd<gama om mpaHcnopm. TakaVolkswagen Lue ce Bt3npuelura kamo koukypenm necaMo Ha gpyeume a8molro6u,ronpou:Bogumelu, ac'bu\o u na Bcuqku ocmaHalu npousBogumelu HampaHcnopmuu cpegcmBa.

A PogoBa koukypenquq: Kotrnauuama B'b3npu-+ enra cBo.flma konkypeuqufl orue no-ruupoko.Heinu pogo8u konkypeumu ca Bcuqku konrnauuu,koumo ce koHkypupam 3a napume Ha egnu u c'bruunompe6ume.r.u. Tyk Volkswagen rqe Btrenpuerurakamo konkypeHmu Bcuqku konnauuu, koumo npoga-Bam ocnoBnu gT,Azompaluu lramepua,uru akmuBu,kamo >ku.Luuta HanpuMep.

MapkemuneoBomo kt coz,regcmBo guec

Cuaypno u ua Bac Bu ce e c,ryuBaao. flon-flkoea uu empygHo ga pas6epeu oueBuguomo, uMeHHo 3aulomoe oue8ugno u Bceku 6u troer,t ga ao pas6epe. ,[uecrr,rapkemunaoBomo kocoa,regcmBo He ce omHacqcaMo go Bt,glvror<liocmma 3a ocb3Ha8aHe na 3anlaxu-me om cmpaHa na koHkypenmume. MapkemuuaoBokocoaaegcm8o rnro>keu ga HapelreM u neBt:rrao>k-Hocmma sa paskpuBaue na Bo:uo>kuume nol3u,koumo koMnanu-flma 6u troz,ra ga u:B,Leue 3a ce6e cuom yqacmuemo cu B cmpameauuecku zpynu 3aegHoc'uc cBoume koukypeumu.

Ernopu npo6^.eM:Agom, mo8a cue uue.

Heoc'u:naBaHe lla nol3ume om konkypenqu.flma, ulukak ga ugnoasBaN4e konkypeumume cu B cBoq no,{sa?Bcqka korrnauus mpa6Ba ga npegusBukBa pasrraaua.Ako ue ycna8a ga npegusBukBa pasrurana - ma Qa-rupa. LI BuuoBua sa c8oume ycnexu ulu Heycnexue caMo korrananuqma. Haquu'am Ha pae6upaue uu:noagBane Ha na3apHume BrrsMo{<}rocmu sa8ucu omBbsNaor(Hocmume Ha koNrnanu-flma ga ,,Bur(ga" u gam'u,Lky8a npoMeHume B koukypenmuama cmpykmypaHa na3apa. Teogop AeBum ka:Ba ,,IlpogaBanemo ce

Qokycupa B'opxy uytr<gume Ha npogaBaua, gokamolrapkemunat,m ce konqenmpupa B'opxy uy*gumeua kyny8aua". I4 ma3u uezoBa nonylqpHa Muc,blu3uflAo onuc8a gBama Buga ct,rqecmBy8ar.4u u gHeckournanuu. Tesu, koumo ne Butr<gam u ue uckamga npoe^egHam, u me3u, koumo Bu>kgam u zlegamHaqa^eq.Bcflka koMnaHuq e 3acmpaueHa om nonagaHeB kanana na naapkemunaoBomo kt,coaaegcmBo.O6ukuoBeuo moBa ce cayu8a neBo,r.no u HeycemHo.tr{cmuHckama 3anlaxa sa 6us}reca e ueoc.ognaBane-mo Ha moBa.flB,\eHue, goBelo ga Qa,rum He egHa ugBe korranauuu. E,mo nqko,\ko ct,Bema c uel Hego-nyckaue ua uapkemuuaoBo kucoe,tegcmBo:. Omkpuime kakBa e c'or.quuckama nol3a, koqmonompe6umelume nolyqaBam, koaamo usno,\gBam

52

Baruu-s npogykm u^u yclyaa. tr4,ru c gpyau gytru,kakBo Bcruluocm nompe6ume,r.am kynyBa."B saBogume Hue npou3Be>kgarrae kosuemuka,a B rraaa:unume npogaBavre uage>kga" - 9ap,tsPeBcou, ocHoBamel ua Quprraa Revlon.Koaamo egHa nompe6ume,tka cu kynu uepBu,to,m.fl He cu kyny8a catro uep8u,to c onpege^eu qBxm,

Qusuuecku xapakmepucmuku, mopaoBcka naapka um.u. Ilompe6ume,tkama cu kynyBa u MHoao noBeqe,mx cu kynyBa nage>kga. Kornlnanuume 6u mpa6Ba,r.oga pa:a,te>kgam koukypeHquqma no-ue>kgy cu nauuBo ucmuuckume nol3u, koumo npogykmume unanpegocmaBrm Ha nompe6ume,rume;) Ilompe6umelume cu kyny8am peueHue Ha

npo6,tervra. Pae6epeme kakBu gpyeu perueHu.rr Hamo3u npo6leM ca HaAuqHu Ha na3apa. Muc,reme omalegHa mo.rka na nompe6umelume. 3au1o me 6uxaus6pa,ru Hac ulu Haulume konkypeumu 3a ga peuamnpo6^eMa cu. Teogop AeBum ka:Ba: ,,Xopama nekynyBam cBpeg,ra c guaMem'bp 10 llvr, a om8opu cguaMem'bp 10 nrnr";) Hayueme ce ga numame u ga uy8ame omaoBo-

pume Ha nompe6ume,nume. llompe6umerrqm e Haructlosuuk. Ako ao nonumaMe npaBu,Luo, mo mof 6u6u,L ckaouen ga Hu noMoeue cbc c8oemo MHeHueu onum npu peua8aHemo Ha cBoume npo6aeuu.Ilompe6umelume ca eeuepamop ua 6e:qeunuugeu 3a Bceku 6usHec u Bepen culceHuk B 6op6amac uapkemuuaoBomo k'ocoz,tegcmBo. flpuuep sanpe8p'oulanemo Ha masu Br,:NaoJ<nocm B :anaaxa euskasBallemo npegu ?oguHu Ha eguH gupekmop naeolflMa auepukaucka kolanauu.a :a npousBogcmBona a8monro6u,Lu: ,,Kak ga 3Ha-flm xopama kakBa ko,rauckam, koaamo oule He ca Buge,Lu kakBo ulra uana3apa".MapkemunaoBomo kt,coaaegcmBo qecmo e mpyg-Ha 3a guaeHocmuuupaue u 3a AeqeHue 6o,recm.C'ocpegomoua8aHemo na 6usHeca Br,pxy ny>kgume,nompe6uocmume u i<e,tauusma na nompe6umelumee eguucmBeuomo cueypHo geiicm8aulo AeqeHue, a unpoQu,takmuka sa npegna:Baue om 6o,tecmma.

D ." KoHraKril: www.marketing-lab.org02t 87228 38

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