Luso la Kukopa

KODI cholinga cha kusatsa malonda nchiyani? Amalonda amati kusatsa kwawo malonda kumathandiza anthu chifukwa kumatiuza za katundu wawo. Bungwe la International Advertising Association linati: “Kuti adziŵe bwino, Wogula afunikira zilengezo za malonda. Chidziŵitso chimathandiza munthu kudziŵa zimene akusankha. Kusatsa malonda—mwachisawawa—ndiyo njira imene Wopanga amaperekera chidziŵitso kwa Wogula.”

Inde, tonsefe tikudziŵa kuti osatsa malonda samangopereka chidziŵitso—cholinga chawo ndicho kupeza malonda. Sanena zoona ndipo amakondera. Zilengezo zimene zimapambana ndi zija zimene mwaluso zimakopa maganizo a munthu wogula ndi kumsonkhezera kugula katundu wolengezedwayo.

Ndiponso, zilengezo za malonda sizimangopezera malonda katunduyo; zimapezeranso malonda mtundu wa katunduyo. Ngati muli ndi kampani yaikulu yopanga sopo, simungawonongere ndalama zambiri kusatsa malonda kulimbikitsa anthu kugula sopo wina aliyense. Mumafuna azigula sopo wanu basi. Mumafuna mawu amene angakhutiritse anthu kuti mtundu wanu wa sopo ndiwo wabwino kuposa wina uliwonse.

Anthu Amene Uthengawo Umalunjikitsidwako

Kuti ukhale wogwira mtima, uthenga wa malonda umalunjikitsidwa mosamala kwa anthu akutiakuti, kaya akhale ana, akazi apanyumba, eni mabizinesi, kapena gulu lina. Uthengawo amaukonza moti nkukhudza nkhaŵa zazikulu za anthuwo. Kenako uthengawo umalengezedwa mwa kugwiritsa ntchito njira imene ungawafike mwamsanga.

Asanakonze uthengawo, pamakhala kuchita kafukufuku wadzaoneni pofuna kudziŵa anthu amene angakonde kugula ndi kugwiritsa ntchito katundu amene akulengezedwayo. Osatsa malonda amafuna kudziŵa anthu amenewo, kuganiza kwawo ndi khalidwe lawo, zimene amakhumba ndi zolinga zawo. Katswiri wina pakusatsa malonda analemba kuti: “Timayesetsa ndithu kudziŵa amene kwenikweni tikuwalembera uthengawo. Kodi iwo ndani, amakhala kuti, amagula zotani. Ndiponso chifukwa chake amagula zimene amagulazo. Titadziŵa zonsezi timakhala ndi zida zofunika zolembera mauthenga okopa a malonda. Anthu amene timawalemberawo amalabadira zimene zikuwakopa; osati mawu amatama aphokoso, zokonda ife eni, kapena mauthenga onga mivi yoponya mumlengalenga yopanda cholinga.”

Zothandizira Kukopa

Pokonza uthenga wa malonda, pamafunika mawu osankhidwa bwino. Ambiri amakhala okokomeza. Amati chakudya cha mmaŵa “nchokoma koposa,” ndipo kampani yopanga makadi a moni imati anthu amagula makadi awo pamene “afuna kutumiza makadi ambambande.” Ngakhale kuti sikwapafupi kusiyanitsa pakati pa kukokomeza ndi chinyengo, osatsa malonda ayenera kusamala kuti sakunena zinthu zimene zingatsutsidwe ndi maumboni otsimikizika. Maboma ena ali ndi malamulo amene amaletsa kusaona mtima kotero, ndipo eni mabizinesi amafulumira kuzengetsa mlandu ngati mauthenga achinyengo a anzawo asokoneza zolinga zawo.

Pamene katundu wina ali wofanana kwambiri ndi wa wina, osatsa malonda samakhala ndi zambiri zonena, chotero uthenganso sunena zambiri kapenanso umakhala wopanda ntchito. Ena amadziŵikitsa katundu wawo ndi mawu okopa. Nazi zitsanzo: “Ingogulani” (mtundu wa nsapato zovala pothamanga), “Chakudya chammaŵa cha akatswiri,” “Ndalama ndi zanu, mufunikira yambambande” (mtundu wa galimoto), “Tidzakusamalani” (kampani ya inshuwalansi).

Mauthenga a zithunzithunzi, kaya m’magazini kapena pawailesi yakanema, amakhala amphamvu koposa zimene zimanenedwa za katunduyo. Njira imene amafotokozera katunduyo ingapereke chithunzi chakuti, ‘Mutagula watchi imeneyi, anthu adzakulemekezani’ kapena ‘Mutavala jini yamtundu umenewu mudzakongola m’maso mwa osiyana nawo ziwalo’ kapena ‘Anansi anu adzakusirirani chifukwa cha galimoto iyi.’ Pa imodzi ya makampeni otchuka ndi opambana pa kusatsa malonda, kampani ya fodya imaika ma cowboy (oŵeta ng’ombe) pafodya wawo. Ma cowboy amaonetsedwa kukhala anthu olimba, ojintcha, olamulira. Uthenga wosalankhulawo ngwakuti: Sutani fodya wathu, ndipo mudzakhala ngati amuna okhumbirika ameneŵa komanso okangalika.

Kuwonjezera pa mawu okopa ndi zithunzithunzi, nyimbonso nzofunika pamauthenga a malonda pawailesi wamba ndi wailesi yakanema. Zimakhudza mtima, zimakulitsa mzimu wa uthengawo, kuupanga kukhala wosaiŵalika, ndipo zimafeŵetsa maganizo a wogula kulinga ku chinthucho.

Magazini ya World Watch inati: “Mauthenga okonzedwa bwino kwambiri amakhala aukatswiri—akumaphatikizapo zithunzithunzi zochititsa chidwi, zothamanga kwambiri ndi mawu amphamvu osonkhezera mantha ndi zikhumbo za mtima wathu. Kumaiko otukuka, mauthenga a pawailesi yakanema apanthaŵi imene ambiri amaonera amakhala nzambiri pamphindi imodzi kuposa chilichonse chimene chinapangidwapo kale.”

Amakopa Maganizo ndi Mtima

Mauthenga a malonda amakonzedwa ndi cholinga chosonkhezera zikhumbo zakutizakuti ndi zimene anthu amaona kukhala zofunika. Mwina uthengawo ungakhudze chilakolako chofuna kusangalala, kufuna chitetezo, kapena kufunitsitsa kuti ena akuyanje. Mwinanso uthengawo ungalunjikitsidwe pachikhumbo chokondweretsa ena, kukhala waudongo, kapena kukhala wosiyana ndi ena. Mauthenga ena a malonda amachirikiza zinthu mwa kudyerera mantha athu. Mwachitsanzo, kampani ina yopanga zotsukira m’kamwa inachenjeza za kuipa kwa kununkha m’kamwa kuti: “Ngakhale mnzanu wapamtima sangakuuzeni,” ndiponso, “Simudzapeza mwamuna ngati mununkha m’kamwa.”

Nthaŵi zina nkwapafupi kuyang’ana uthenga wa malonda ndi kupenda kukopa kwake. Mauthenga ena cholinga chake ndicho kufika pamtima wathu. Amakhala ndi chidziŵitso cholunjika cha katunduyo. Chitsanzo chake ndi chikwangwani chimene chikukuuzani kuti tsopano akugulitsa nsomba patheka la mtengo wake. Njira ina ndiyo kupereka zifukwa zokopa. Uthenga wotero unganene kuti nsomba yogulitsidwa patheka la mtengo wake idzasungitsa ndalama zanu inde, komanso njokoma ndipo idzakupatsani thanzi kwambiri inuyo ndi banja lanu.

Mauthenga ena a malonda cholinga chake ndicho kukopa mtima. Mwachitsanzo, mauthenga a malonda okhudza mtima amakopa mwa kuikapo zithunzi pazinthuzo. Opanga mafuta, fodya, ndi moŵa amadalira kwambiri njira imeneyi. Mauthenga ena a malonda amakhala obwerezabwereza. Njira imeneyi youmiriza amaitsata chifukwa chokhulupirira kuti ngati anthu amva uthenga nthaŵi zambiri, aukhulupirira ndipo amagula chinthucho, ngakhale ngati iwo amauda uthengawo! Ndiye chifukwa chake nthaŵi zambiri timaona mauthenga obwerezabwereza olimbikitsa kugula chinthu chimodzimodzi. Makampani ambiri opanga mankhwala amene safuna chilolezo cha dokotala amatsata njira imeneyi.

Mauthenga olamulira amakopanso mtima wathu. Mauthenga ameneŵa amangotiuza molunjika kuchita kena kake: “Imwani izi!” “Gulani tsopano lino!” Amati mauthenga olamulira amagwira bwino ntchito pa zinthu zimene anthu akuzidziŵa komanso zimene amakonda. Palinso gulu lina limene mauthenga ena ambiri a malonda alimo. Mauthenga ameneŵa ndiwo achitsanzo, kapena onena ubwino wa zinthuzo. Mauthenga ameneŵa amaonetsa anthu otchuka kapena achikoka akugwiritsa ntchito kapena kunenerera ubwino wa chinthu chomwe wosatsa malondayo akufuna kuti tigule. Amachita zimenezi podziŵa kuti timafuna kufanana ndi anthu omwe timawasirira. Uthenga wamtundu umenewu uli ndi chitsanzo chake—cowboy woŵeta ng’ombe amene akusuta fodya.

Mphamvu Yokopa Munthu

Kodi mukudziŵa kuti mutha kuzoloŵerana kwambiri ndi fungo kapena phokoso losatha moti nkusalizindikiranso? Ndi mmene zimakhalira ndi kusatsa malonda.

Malinga ndi magazini ya Business Week, munthu wa ku America amamva mauthenga 3,000 a malonda tsiku lililonse. Kodi anthu amatani? Amangonyalanyaza. Makamaka, anthu ambiri samvetsera kwambiri mauthenga osatsa malonda.

Mauthenga a malonda ayenera kukopa chidwi chathu kuti oonerafe tisamachite mphwayi. Mauthenga a pawailesi yakanema amagwiritsa ntchito zithunzi zokopa. Amakhala ndi zosangalatsa, maseŵero, zoseketsa, zodabwitsa, kapena zogwira mtima. Amaonetsa anthu otchuka ndi zidole za m’mafilimu zimene anthu amakonda. Ambiri amadyerera kutengeka kwathu maganizo kuti akope chidwi chathu, mwina mwa kuonetsa amphaka, tiana ta galu, kapena makanda.

Wosatsa malonda atangoti wakopa chidwi chathu, ayenera kuonetsetsa kuti chidwicho sichikutha msanga kuti tizindikire za chinthu chomwe akugulitsa. Mauthenga opambana amasangalatsa inde, komanso amayesa kutikopa kuti tigule chinthucho.

Mwachidule, umu ndi mmene kusatsa malonda kumagwirira ntchito. Tsopano tipende mphamvu yake.

[Mawu Otsindika patsamba 24]

Munthu wa ku America amamva mauthenga 3,000 a malonda tsiku lililonse

[Bokosi patsamba 23]

Opanga Zap, Zip, ndi Graze

Kachipangizo ka remote control ka wailesi yakanema ndiko chida cholimbana ndi kusatsa malonda. Ambiri amapanga zap, kapena kuletsa, uthenga wa malonda mwa kusinika batani ya mute yotseka mawu. Ena amajambula maprogramu pamavidiyo tepi ndiyeno akamawaonera, amapanga zip mauthenga a malondawo mwa kusinika batani ya fast-forward yowonjezera liŵiro la tepiyo. Enanso amapanga graze, kutanthauza kupita kuchanelo iyi ndi iyi kuti apeŵe mauthenga a malonda. Odziŵa kupanga graze amadziŵa nthaŵi imene uthengawo umatenga, ndipo uthengawo utatha amabwereranso ku programu imene akuonera.

Osatsa malonda amayesetsa kuti mauthenga awo asamapangidwe zap mwa kukonza mauthenga amene ali ndi mphamvu yokopa—amene atangoyamba, amakopa chidwi cha woonera ndi kuonetsetsa kuti sichikutha. Vuto la kukonza mauthenga okopa kwambiri nlakuti anthu angamakumbuke uthenga wake m’malo mwa chinthu chimene akusatsacho.

[Bokosi patsamba 24]

Kusatsa Malonda Kosazindikirika

Chakumapeto kwa ma 1950, James Vicary anati anachita kafukufuku m’nyumba yakanema ku New Jersey, U.S.A., kumene kunaonetsedwa mawu akuti “Imwani Coca-Cola” ndi akuti “Idyani Mbuluuli za Chimanga” pachionetsero kanema ili mkati. Mauthengawo anaoneka kwa nthaŵi yosakwana sekondi imodzi, yaifupi kwambiri moti nkusazindikirika. Komano, malinga ndi Vicary, mauthengawo anawonjezera malonda a Coca-Cola ndi mbuluuli. Zimenezi zinachititsa ambiri kukhulupirira kuti osatsa malonda angasonkhezere anthu kugula zinthu mwa kungoonetsa mauthenga “osaoneka bwino.” Malinga ndi malipoti, atasainirana mapangano a ndalama zokwanira $4,500,000 ndi makampani aakulu osatsa malonda a ku America, a Vicary anazimiririka osadzaonekanso. Osatsa malondawo ananyengedwa.

Kufufuza kwa pambuyo pake kunavumbula kuti Vicary ananena zabodza. Mkulu wina amene wagwira ntchito kwanthaŵi yaitali pakampani yosatsa malonda anati: “Kusatsa malonda kosazindikirika nkosathandiza. Kukanakhala kothandiza, bwenzi tikukugwiritsa ntchito.”

[Chithunzi patsamba 25]

Cholinga cha mauthenga a malonda ndicho kukopa chidwi