Unique Selling Proposition in Marketing
Unique Selling Proposition in MarketingWaxaa faafiyay: researchgate.netTurjume: Turjume: Abdikarim Mohamed AhmedAasaasaha & Maareeyaha Guud – Naasix ConsultingHordhaca turjumahaSuuqa maanta ma guuleysto ganacsiga lacagta badan haysta , balsewaxa guuleysta kan si cad u muujiya waxa ka dhiga mid gaar ah oo kaduwan ganacsiyada kale . Unique Selling Proposition (USP) waa lafdhabarta kala soocda ganacsi caadi ah iyo summad si fudud maskaxdamacaamiisha u degta. Maqaalkani waxa uu si qoto dheer u sharxayaasida USP loo fahmo, loo dhiso, loona adeegsado si loo helo faa’iidotartan oo waarta. Haddii aad rabto in summaddaadu ka dhex muuqatosuuq ciriiri ah, qodobkani adiga ayuu kuu gaar yahay.Unique Selling Proposition (USP) in marketingSuuqa casriga ah ee maanta, oo la ogyahay inay ku jiraan badeecooyiniyo adeegyo aad u tiro badan, awoodda shirkadi ay iskaga soocdotartamayaasha waxay noqotay arrin lama huraan ah. Daraasad aysamaysay McKinsey & Company ayaa muujisay in in ka badan 75%macaamiisha ay diyaar u yihiin inay beddelaan summadda ayadeegsadaan haddii loo soo bandhigo beddel qancin kara, taasoo si cad umuujinaysa muhiimadda kala-duwanaanshaha (differentiation) eeilaalinta daacadnimada macaamiisha.Kala-soocnaantu ma aha oo kaliya ikhtiyaar istiraatiiji ah, balse waashuruud asaasi ah oo lagu sii dhex joogi karo jawi tartan adag leh,halkaas oo macaamiisha ay ku hareeraysan yihiin xulashooyin farabadan. Iyada oo suuqu sii fidayo una kobcayo si joogto ah, shirkaduhuwaa inay si cad u aqoonsadaan una gudbiyaan qodobbada ka dhigayawax-soo-saarkooda ama adeegyadooda kuwo gaar ah, isla markaana sigaar ah ula jaanqaada dhagaystayaashooda bartilmaameedka ah, si ay udhistaan faa’iido tartan oo waarta.Xudunta istiraatiijiyaddan kala-soocnaanta waxa ku jira fikradda UniqueSelling Proposition (USP), oo ah tiir aasaasi u ah suuq-geynta wax kuoolka ah, kana mid ah mowduucyada si ballaaran looga dooday dhinacaaragtida (theory) iyo kan ku-dhaqanka (practice).USP waxaa lagu qeexaa inuu yahay hadal cad oo soo jiidasho leh oo sitoos ah u muujinaya faa’iidooyinka ama astaamaha gaarka ah eebadeeco ama adeeg, kuwaas oo ka sooca tartamayaasha, una leh macnedhab ah macaamiisha.Muhiimadda USP si xirfad leh loo habeeyey lama dhayalsan karo; waasaldhigga ay ku dhismaan dhammaan farriimaha suuq-geynta, wuxuunahubiyaa in farriinta summaddu ay gaarto dhagaystayaasha isla markaanaku sii nagaato maskaxdooda. Marka si cad loo muujiyo waxabadeecadda ama adeegga ka dhiga mid gaar ah,USP-gu ma aha oo kaliya inuu soo jiito dareenka, balse sidoo kalewuxuu xoojiyaa daacadnimada summadda, wuxuuna kobciyaadoorbididda macaamiisha ee suuq aad u ciriiri ah.Sidaas darteed, USP waa qalab istiraatiiji ah oo is waafajiya dadaalladasuuq-geynta ee shirkadda, awooddaheeda aasaasiga ah, iyo baahiyahamacaamiisha. Iyada oo loo marayo USP, summaduhu waxay si wax kuool ah u muujin karaan kala-duwanaanshahooda, iyaga oo hubinaya inaysi muuqata uga dhex iftiimaan suuq aad u buuq badan.Tusaale ahaan, shirkad ayaa xallisay dhibaato aasaasi ah oomacaamiishu ka cabanayeen, taas oo ahayd wakhtiga gaarsiinta.Tusaale kale oo caan ah waa shirkadda M&M’s, oo leh hal-kudhiggeeda caanka ah: “Wuxuu ku dhalaalaa afka, ku ma dhalaalogacanta.” USP-gan waxa uu diiradda saaray faa’iido gaar ah oobadeecadda ah, taas oo soo jiidatay macaamiisha danaynaya nadaafaddaiyo fudaydka, kana dhigtay M&M’s mid si cad uga dhex muuqda suuqanacnaca ee aadka u tartanka badan.Tusaalooyinkan waxay si cad u muujinayaan doorka muhiimka ah eeUSP-gu ku leeyahay dhismaha aqoonsiga summadda iyo qiimaheeda.Marka si cad loo qeexo waxa badeecad ama adeeg ka dhigaya mid kaduwan oo ka wanaagsan kuwa kale, USP xooggan wuxuu ka caawiyaasummadda inay hesho saamigeeda suuqa, dhisto daacadnimadamacaamiisha, isla markaana gaarto faa’iido tartan oo waarta, xitaa jawiganacsi oo aad u adag.Qodobbada Aasaasiga ah ee USP ga XoogganUnique Selling Proposition (USP) waa curiyaha ugu muhiimsan ee kasooca summad ama badeeco tartamayaasheeda. Kala-duwanaanshahan(differentiation) looma jeedo inuu noqdo mid iska caadi ah oo aan qiimelahayn, balse waa inuu noqdaa kala-duwanaansho macno leh oomuhiim u ah dhagaystayaasha bartilmaameedka ah. USP waa inuumuujiyo astaamo ama faa’iidooyin aanay tartamayaashu bixin karin, taasoo summadda siinaysa faa’iido tartan oo cad.Kala-duwanaanshahani wuxuu ka iman karaa teknoolojiyad horumarsan,faa’iidooyin gaar ah, tayo sare, ama hab cusub oo hal-abuur leh ooadeegga macaamiisha ah. Qodobka ugu muhiimsan ayaa ah in USP-guuu xalliyo farqi ka jira suuqa ama uu bixiyo xal dhibaato aanaybadeecooyinka kale wax ka qaban, taas oo summadda ka dhigaysadoorashada koowaad ee macaamiisha.
HOW TO CREATE, WIN,AND DOMINATE MARKETS
Philip Kotler –waa Khabiir Maraykan ah oo caan ku ah suuqgeynta, wuxuu dhashay 1931, wuxuuna bare sare ka noqdayJaamacadda Northwestern ee Mareykanka.Wuxuu la-taliye suuq-geyn u ahaa shirkado waaweyn sida IBMiyo General Electric.Sidoo kale Kotler wuxuu ka mid yahay mufakiriinta uguwaawayn caalamka ee wax laga waydiiyo dhanka maamulkawaxaana loo yaqaannaa “Aabbaha ruuxiga ah ee Suuq-geyntaDijitaalka ah” sababtoo ah wuxuu suuq-geynta u arkayayinaysan ahayn waax ka mid ah shirkadda oo keliya, balse aytahay wadnaha ganacsiga iyo xudunta korriimadiisa Sanadkii 2001, jariidadda Financial Times waxay ku tilmaantayKotler inuu yahay fikir yahanka afraad ee ugu saamaynta badanmaamulka ganacsiga qarnigii 20aad. Buugaagtiisa suuq-geyntawaxa lagu dhigay jaamacado badan oo caalami ah, waxaana looturjumay in ka badan 30 luqadood.Qaar ka mid ah buugaagtiisa ugu caansan waxaa ka mid ah :
MARKETING 4.0
Buuggan waxa la daabacay sanadkii 2016, wuxuuna ka midyahay buugaagta ugu muhiimsan ee ka warama suuq-geyntacasriga ah .Wuxuu si faahfaahsan u sharxayaa sida ganacsiyadu ay ugaguuri karaan suuq-geynta duuga ah qadiimiga ah una guurikaraan suuq-geynta dijitaalka ah.Ujeeddada buuggu waa in la dhiso qaacidooyin cusub oo suuqgeyn ah, iyadoo la tixgelinayo horumarka degdegga ah eetiknoolajiyada, iyo sida loogu adeegsan karo saamaynta iyo soojiidashada macaamiisha Philip Kotler –waa Khabiir Maraykan ah oo caan ku ah suuqgeynta, wuxuu dhashay 1931, wuxuuna bare sare ka noqdayJaamacadda Northwestern ee Mareykanka.Wuxuu la-taliye suuq-geyn u ahaa shirkado waaweyn sida IBMiyo General Electric.Sidoo kale Kotler wuxuu ka mid yahay mufakiriinta uguwaawayn caalamka ee wax laga waydiiyo dhanka maamulkawaxaana loo yaqaannaa “Aabbaha ruuxiga ah ee Suuq-geyntaDijitaalka ah” sababtoo ah wuxuu suuq-geynta u arkayayinaysan ahayn waax ka mid ah shirkadda oo keliya, balse aytahay wadnaha ganacsiga iyo xudunta korriimadiisa.
Dave Chaffey & Fiona Ellis Digital Marketing
Buuggan wuxuu soo baxay sanadkii 2012, wuxuuna bixinayaa sharaxaadfaahfaahsan oo ku saabsan micnaha suuqgeynta dhijitaalka ah iyo sidaay kaalin weyn uga ciyaarto kor u qaadista iibka shirkadaha.Waxaa kaloo ku jira tilmaamo muhiim ah oo ku saabsan sida looadeegsado suuqgeynta dhijitaalka ah iyo kanaalada kala duwan eesuuqgeynta si looga faa’iidaysto si buuxda.Intaas waxaa dheer, buuggu wuxuu siinayaa talooyin qiimo lehwakiillada iibka iyo masuuliyiinta suuqgeynta si ay u horumariyaanxirfadooda suuqgeynta dhijitaalka ah iyo inay bartaan sida loo sameeyoistaraatijiyad suuqgeyn dhijitaal ah oo guuleysata Waxaa qoraya labada qraa ee kala ah Dave Chaffey – waa qoraa iyo lataliye suuqgeyneed, wuxuuna kacaawiyay shirkado badan inay horumariyaan suuqgeynta dhijitaalka ah.Waxa uu dhashay sannadkii 1963. Waxaa Wasaaradda Ganacsiga iyoWarshadaha ee UK ay u aqoonsatay mid ka mid ah horumariyeyaashaugu wanaagsan ee suuqgeynta dhijitaalka ah.Waxa kaloo uu helay aqoonsi caalami ah oo uga yimid CharteredInstitute of Marketing isagoo loo aqoonsaday tababare heer sare ah.Wuxuu qoray buugaag dhowr ah oo ay ka mid yihiin: Total E-mail Marketing E-Business and E-Commerce ManagementFiona Ellis-Chadwick – waa qoraa, khabiir iyo lataliye ku takhasustaysuuqgeynta dhijitaalka ah iyo iibinta tafaariiqda.Waxay qortay buugaag dhowr ah oo ay ka mid yihiin: What is Retailing Internet Adoption in the UKWaxay sidoo kale ka mid ahayd qorayaashii buuggan Digital Marketing
THE 1-PAGEMARKETINGPLAN
Buuggani waxa uu soo baxay sanadkii 2016, wuxuuna bixinayaa xalwax-ku-ool ah oo loogu talagalay ganacsatada iyo milkiilayaashashirkadaha yaryar iyo kuwa dhexdhexaadka ah ee kacabanaya awoodla’aanta dejinta qorshe suuq-geyn oo guuleysta.Waxa uu qorayaa qorshe suuq-geyn oo ku dhisan saldhigyo cilmiyeedhal bog ku kooban, kaas oo ka kooban sagaal talaabo oo muhiim ah ooloo qaybiyay saddex marxaladood oo asaasi ah, taasoo ganacsadaha ubeddelaysa khabiir suuq-geyneed.
Buuga Aabe Hoden ah iyo Aabe Sabeel ah
Haddii aad ka mid tahay dadka aan doonayn in ay noloshoodainteeda badan ku lumiyaan shaqooyin dakhligoodu hooseeyo, ooaad leedahay qorsheyaal waaweyn oo aad ugu hamiyeyso inaadgaadho madax-bannaani dhaqaale – haddaba waxaad joogtaameesha saxda ah.Halkan waxaad ka ogaan doontaa farqiga weyn ee u dhexeeyacaqliyada dadka taajiriinta ah iyo hab fikirka dadka saboolkaah.Robert Kiyosaki wuxuu ku guuleystay in ku soo jiito dareenkadad badan buuggiisa caanka ah ee “Aabbaha Taajirka ah iyoAabbaha Saboolka ah”, kaas oo uu ku soo bandhigay qorshedhab ah oo lagu kasbado lacag laguna gaadho himiladashakhsiga ah.Wuxuu ku sharxay farqiga u dhexeeya nolosha aabbihiis —ooahaa shaqaale sare oo dowladeed, kuna guuleystay heerar
Awaken the Giant Within Anthony Robbins
deserve. Yet, for many of us, those dreams have become so shrouded2in the frustrations and routinesof daily life that we no longer even make an effort to accomplish3them. For far too many, the dreamhas dissipated4—and with it, so has the will to shape our destinies. Many have lost that sense ofcertainty that creates the winner’s edge. My life’s quest has been to restore the dream and to make itreal, to get each of us to remember and use the unlimited power that lies sleeping within us all.I´ll never forget the day it really hit me that I was truly living my dream. I was flying my jethelicopter from a business meeting in Los Angeles, traveling to Orange County on the way to one ofmy seminars. As I flew over the city of Glendale, I suddenly recognized a large building, and I stoppedthe helicopter and hovered above it. As I looked down, I realized this was the building that I’d workedin as a janitor5a mere twelve years ago!In those days, I had been concerned whether my 1960 Volkswagen would hang together for the30-minute trip to work, my life had been focused on how I was going to survive; I had felt fearful andalone. But that day, as I hovered there in the sky, I thought, “What a difference a decade can make!” Idid have dreams back then, but at the time, it seemed they’d never be realized. Today, though, I’vecome to believe that all my past failure and frustration were actually laying the foundation for theunderstandings that have created the new level of living I now enjoy. As I continued my flight southalong the coastal route, I spotted dolphins playing with the surfers in the waves below. It’s a sight thatmy wife, Becky, and I treasure as one of life’s special gifts. Finally, I reached Irvine. Looking below, Iwas a little disturbed when I saw that the off ramp to my seminar was jammed with bumper-tobumper traffic for more than a mile. 1 thought to myself, “Boy, I hope whatever else is going ontonight gets started soon so that the people coming to my seminar arrive on time.”But as I descended to the helipad, I began to see a new picture: thousands of people being heldback by security where I was just about to land. Suddenly I began to grasp the reality. The traffic jamhad been caused by people going to my event! Although we had expected approximately 2,000attendees, I was facing a crowd of 7,000—in an auditorium that would hold only 5,000! When I walkedinto the arena from the landing pad, I was surrounded by hundreds of people who wanted to give me ahug or tell me how my work had positively impacted their lives.The stories they shared with me were incredible. One mother introduced me to her son who hadbeen labeled “hyperactive” and “learning disabled.” Utilizing the principles of state managementtaught in this book, she was not only able to get him off the drug Ritalin, but they had also since beentransferred to California where her son had been retested and evaluated at the level of genius! Youshould have seen his face as she shared with me his new label. A gentleman talked about how he had
Sida Alaabtaadu U Noqoto Mid La Fahmo, La Doorto Oo La Jeclaado
Dunida ganacsiga casriga ah waxaa ka jira tartan aad u daran iyo alaabo iyo adeegyo badan oo suuqa yaalla, taasoo macaamiisha ka dhigta kuwo ku wareersan doorashada xulashada ugu wanaagsan isla markaana ganacsatada ka dhigta kuwo ku dhibtoonaya sida ugu habboon ee ay u suuqgeeyaan waxyaabaha ay bixiyaan. Iyadoo shirkaduhu diiradda saarayaan xeeladaha casriga ah ee suuqgeynta iyo iibka isla markaana u qoondeynaya miisaaniyado waaweyn, haddana waxay inta badan iska indha-tiraan waxa loo yaqaano (positioning) — taas oo go’aamisa masiirka ganacsigooda . (positioning) ka waxaa lagu tilmaamaa awoodda aad u leedahay inaad si cad oo sax ah ugu soo bandhigto macaamiisha astaamaha alaabtaada iyo qiimaheeda, suuqa ku habboon iyo qaabka ku habboon. Erayga (positioning) wuxuu markii ugu horreysay soo ifbaxay sannadkii 1981 balse tan iyo markaas looma siinin fiiro gaar ah oo ku filan, mana jiraan habab nidaamsan oo dadka la faray si loo hirgeliyo (positioning) sax ah. Kuwa xeeladahaas bartay badankood waxay ku barteen qarda jeex adag iyo tijaabooyin qiyaas-qishayaas ah. Sidaas darteed, waxaan kuu soo diyaariyey sharaxaad dhameystiran oo ku saabsan fikradda (positioning) ka, iyadoo lagu saleeyey hab hawleed ficil ah ka kooban 10 tallaabo si si guul leh loogu fuliyo — si aad u gaarto heerar cusub oo suuqgeyn iyo iib, una sameyso isbeddel xagga waayo-aragnimada macaamiisha. (positioning) ka ma aha oo kaliya inay ka caawiso macaamiisha inay si sax ah u fahmaan alaabtaada — waxay kaloo ka dhigeysaa inay jeclaadaan oo si joogto ah u iibsadaan. Ku eeg alaabtaada iyo suuqaba indhaha macaamiisha ka hor intaadan bilaabin ololaha suuqgeynta Ololaha suuqgeynta iyo iibku waa in aan la bilaabin ka hor inta aan la hubin in booska ay alaabtaadu ku leedahay maskaxda macaamiisha iyo suuqa uu yahay booska saxda ah. Positioning-ka khaldan wuxuu la mid yahay muuqaalka ugu horreeya ee filim aan si fiican u diyaarsanayn—muuqaalkaas oo looga baahan yahay inuu daawadaha fahamsiiyo sheekada, macnaha guud, iyo jilayaasha ka hor inta aan la galin faahfaahinta. halkaan ka degso
Gundhigga Xisaabaadka Ganacsiga
Buugga “Gundhigga Xisaabaadka Ganacsiga” ee uu qoray Cabdirashiid Xasan Cilmi waa hagitaan muhiim u ah qof kasta oo raba inuu fahmo sida ganacsigu u shaqeeyo marka laga eego dhinaca xisaabaadka. Buuggan waxa uu si fudud oo cad u sharaxayaa mabaa’diida aasaasiga ah ee xisaabaadka, isagoo si gaar ah u diiradda saaraya baahiyaha ganacsadaha Soomaaliyeed iyo sida uu u maareyn karo dhaqaale ahaan. Qoraagu waxa uu ku bilaabayaa qeexitaanka xisaabaadka, ujeedadiisa iyo muhiimadda uu u leeyahay ganacsiga. Waxa uu si faahfaahsan u bixiyaa qaybaha xisaabaadka sida hantida, deymaha, sinnaanta, dakhliga iyo kharashaadka. Waxa kale oo uu akhristaha barayaa sida loo dhiso buug-xisaabeed hufan, loo sameeyo diiwaangelin maaliyadeed (recording), iyo sida loo diyaariyo warbixinno maaliyadeed oo sax ah. Buuggu waxa uu faa’iido weyn u leeyahay ganacsatada yaryar, maamulayaasha, iyo ardayda baranaysa xisaabaadka, maadaama uu ku qoran yahay af-Soomaali sahlan oo la fahmi karo. Dhanka kale, wuxuu dhiirrigelinayaa dhaqanka maareynta lacagta iyo hufnaanta maaliyadeed, kuwaas oo ah furaha koritaanka ganacsiga. Waa buug mudan in uu akhriyo qof kasta oo raba horumar dhaqaale iyo maamul wanaagsan. halkaan ka aqriso Book ga