“Ko Hono Feau ʻo e Ngaahi Fiemaʻu Naʻe ʻIkai Maʻu ʻe he Kasitomaá: Ako,” Ko Hono Kamata mo Hono Fakatupulaki ʻEku Pisinisí ke Moʻui Fakafalala pē Kiate Aú (2017)
“Ko Hono Feau ʻo e Ngaahi Fiemaʻu Naʻe ʻIkai Maʻu ʻe he Kasitomaá: Ako”
Ako
Taimi Lōloa Tahá: Miniti ʻe 70
1. Ko e Hā ʻOku Fakatau ai ʻa e Kakaí?
Mamataʻi:
“Why Do People Buy?,” ʻoku maʻu ʻi he srs.lds.org/videos. (ʻIkai ha vitiō? Lau e fakamatala ʻi he fakaʻosinga ʻo e konga ko ʻení.)
Aleaʻi:
Ko e hā naʻá ke ako mei he vitiō ko ʻeni fekauʻaki mo e ʻuhinga ʻoku fakatau ai ʻa e kakaí?
2. Ko e Ako ki he Founga ke Feau ai mo ʻIloʻi e Ngaahi Fiemaʻu ʻa e Kau Kasitomaá.
Lau:
ʻOku feinga ʻa e kau pisinisi leleí ke mahino mo feau e ngaahi fiemaʻu ʻa e kau kasitomaá ʻoku ʻikai maʻú. Ko e mahino ʻo e ngaahi fiemaʻu ʻa e kasitomaá ko ha fononga tuʻu maʻu ia ʻoku fiemaʻu ai ha ivi, taimi, mo ha vilitaki lahi. ʻE liliu e ngaahi fiemaʻu hoʻo kau kasitomaá mei he taimi ki he taimi, ko ia, ʻe fie maʻu ke ke liliu hoʻo pisinisí ke feau kinautolu. ʻOku hoko ʻeni ʻo tatau ai pē pe ʻokú ke fakakaukauʻi ha faingamālie fakapisinisi foʻou pe tokangaʻi ha pisinisi ʻoku lolotonga lele. ʻE tokoni atu e konga ko ʻení ke ke ako e founga ke ʻiloʻi ai e ngaahi fiemaʻu kehekehe ʻe maʻu ʻe hoʻo kau kasitomaá.
Lau:
Koeʻuhí ke maʻu ha faingamālie fakapisinisi, kuo pau ke ke feau ha fiemaʻu pe fakaleleiʻi ha palopalema ʻoku loto fiemālie ʻa e kakaí ke nau totongi. Ke lava ʻo fakafuofuaʻi pe ʻe loto ʻa e kakaí ke nau totongi hoʻo ngāué pe koloá, ʻe fie maʻu ke ke talanoa mo kinautolu ki ai. ʻI hoʻo talanoa mo e niʻihi ʻe ala hoko ko e kau kasitomaá, te ke lava ʻo fakafuofuaʻi ʻa e fiemaʻu ki hoʻo ngāué pe koloá ke ʻiloʻi pe ʻoku feʻunga ke pukepuke ʻa e ngaahi fakatau ʻokú ke fie maʻu ke ola lelei hoʻo pisinisí. ʻE lava foki e fakamatala tokoni ʻa e kasitomaá ke fakaleleiʻi hoʻo fakakaukau fakapisinisí.
Kamata siviʻi kei taimi hoʻo fakakaukau fakapisinisí mo e kasitomaá—kimuʻa pea toki ʻinivesi hao taimi pe paʻanga lahi ai—ke ʻilo pe ʻoku ʻi ai ha māketi ki ai. Ko e lahi taha ʻo e kau maʻu pisinisí kuo pau ke nau liliu mo fakaleleiʻi tuʻo lahi ʻenau ngaahi fakakaukaú pea mo e ngaahi fakaikiiki ʻo ʻenau pisinisí kimuʻa pea nau toki ʻilo ʻa e fili totonu ʻe malava ai ke ola leleí.
Kapau ʻoku ʻikai saʻia fēfē ʻa e kakaí ʻi hoʻo ngāué pe koloá pea ʻoku ʻikai ke nau fie totongi ki ai, neongo naʻá ke ʻosi fakaleleiʻi, to e kamata ʻaki ha fakakaukau ʻe taha. ʻOua te ke toe ʻinivesi ʻi ha fakakaukau ʻoku ʻikai malava ke ngali fēfē haʻane ola lelei.
Makehe mei he talanoa mo kinautolu te nau ala hoko ko e kau kasitomaá, ke vakaiʻi e fakakaukau hoʻo pisinisí, ʻe fie maʻu ke ke fai ha toe fakatotolo kehe. Kuo ʻosi faleʻi ʻe he ʻEikí, “Fakakaukauʻi ia ʻi ho ʻatamaí” (T&F 9:8). Kapau ʻe fie totongi ʻe he kakaí hoʻo ngāué pe koloá, ko ha kamataʻanga lelei ia, ka ʻe fie maʻu ke ke kei siviʻi pē mo fakaleleiʻi hoʻo fakakaukaú. Siofi e meʻa ʻoku fai ʻe ho kau feʻauhí. Fekumi e fakamatala ʻi he ʻinitanetí mo lau e ngaahi tohi ki he pisinisí. Talanoa mo e kau mataotao ʻoku nau ʻilo ki he faʻahinga pisinisi ʻokú ke fakakaukauʻí. ʻE tokoni e ngaahi ngāué ni ke mahino kiate koe ʻa e ʻātakai ʻo e pisinisí mo ke fakakaukauʻi e ngaahi meʻa ʻe tuʻu fakatuʻutāmakí pea mo e ngaahi faingamālié. ʻE to e tokoni atu foki e ngaahi ngāué ni ke ke fakatupulaki mo fakaleleiʻi hoʻo fakakaukau fakapisinisí ʻo fakatatau mo e ngaahi moʻoni, ʻilo, pea mo e ngaahi fakamatalá.
3. Ko Hono ʻIloʻi mo Hono Ngāue ʻAongaʻaki ʻo e Liliú.
Lau:
ʻOku ʻākilotoa kitautolu ʻe he liliú pea ʻoku hoko maʻu pē. ʻOku ilifia ha kakai tokolahi ki he liliú. Neongo ia, ʻoku tali fiefia ʻe he kau maʻu pisinisi leleí ʻa e liliú koeʻuhí he ʻoku nau lava ai ke ngāue ki he ngaahi fiemaʻu ʻoku ʻikai maʻú mo fakaleleiʻi ʻa e ngaahi palopalemá. ʻOku nau siofi maʻu pē mo sioloto ki he ngaahi liliú mo e huʻungá. ʻOku nau ngāue vave ki he ngaahi faingamālie ko ʻení.
ʻOku kau ʻi he ngaahi liliu ʻoku tokanga ki ai ʻa e kau maʻu pisinisí ʻa e:
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Ngaahi liliu fakatemokalatí. Ko ha ngaahi fetōʻaki ʻeni ʻi he tokolahi ʻo e kakaí ʻo fakatatau mo e tuʻunga tangata pe fefiné, taʻú, matakalí, haʻá, tui fakalotú, lea fakafonuá, paʻanga hū maí, tuʻunga fakaakó, mo ha ngaahi toe tuʻunga kehe pē.
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Ngaahi liliu mei ha tuʻutuʻuni pe puleʻangá. ʻOku tupu ʻeni mei ha ngaahi lao, ngaahi tuʻutuʻuni, pe tuʻutuʻuni fakahangatonu mei he puleʻangá pe ha ngaahi sino pule kehe.
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Ngaahi liliu fakatekinolosia. Ko ha ngaahi fakalaka pe ʻilo foʻou ʻeni ʻoku nau fakaleleiʻi e lelei pe aʻusia ʻo ha ngaahi lelei kehe.
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Ngaahi liliu he ʻulungaanga fakafonuá. Ko ha ngaahi liliu ʻeni ʻi he meʻa ʻoku mahuʻinga ki ha kulupu, meʻa angamaheni, mo e tui ʻokú ne uesia ʻa e ʻulungāngá.
4. Ko Hono Kumi Hoku Manakó mo e Fakaʻaongaʻi ʻEku Aʻusiá
Lau:
Kuo ʻosi foaki kotoa kiate kitautolu ha ngaahi meʻa-foaki mei heʻetau Tamai Hēvaní (vakai, T&F 46:11). ʻOku faʻa tulifua maʻu pē kau maʻu pisinisi leleí ki he ngaahi pisinisi ʻoku fenāpasi mo ʻenau ngaahi meʻa-foakí, ngaahi talēnití, ngaahi manakó, mo e meʻa ʻoku nau saiʻia aí. ʻOku ʻikai ko e tefitoʻi meʻa ʻoku nau saiʻia aí ʻa e paʻangá; ka ko hono solova ʻo ha palopalema pe feau ha fiemaʻu ʻoku nau tokanga lahi ki ai. ʻOku faʻa fakamoleki ʻe he kau maʻu pisinisi ko ʻení honau taimi ʻataá ke fakakaukauʻi ʻenau pisinisí he ʻoku nau tokanga lahi ke fai ha ngaahi liliu ʻoku lelei. ʻOku ʻomi ʻe he ongoʻi ko ʻení ha tukupā ki he tuʻunga lelei mo e lelei taupotu ʻo e pisinisí—pea mo e vilitaki mo e loto he lolotonga ʻo e taimi faingataʻá.
ʻOku faʻa maʻu ʻe he kau maʻu pisinisi leleí ha aʻusia ʻi he ngāue he ngāueʻanga ʻo ʻenau pisinisí, ngāue ʻi ha ngāueʻanga fekauʻaki mo ia, pe fakaʻaongaʻi ʻo e ngāue pe koloa ʻa ha ngāueʻanga. ʻOku faʻa ʻomi ʻe he aʻusia ko ʻení ki he kau maʻu pisinisí ha ʻilo ki he feʻauʻauhí, ngaahi feohi mahuʻinga, mo e ʻilo ki he palopalema ʻa e kau kasitomaá mo e ngaahi fiemaʻu ʻoku ʻikai feaú.
Mamataʻi:
“Unmet Needs,” ʻoku maʻu ʻi he srs.lds.org/videos (ʻIkai ha vitiō? Lau e fakamatala ʻi he fakaʻosinga ʻo e konga ko ʻení.)
5. ʻOku ʻi ai Nai ha Faingamālie Feʻauʻauhi ʻEku Pisinisí?
Lau:
ʻOku ʻi ai e kau feʻauhi ʻo e pisinisi kotoa, ʻoku fie maʻu leva ke maʻu ʻe hoʻo pisinisí ha faingamālie ke feʻauhi ke maʻu ha tupu mo pukepuke ʻa e kau kasitomaá. ʻOku fie maʻu hoʻo pisinisí ke kehe pe lelei ange meiate kinautolu ʻoku mou feʻauhí ka ne maʻu ha tuʻunga lelei ke feʻauhi. ʻOku faʻa fakatupu ʻe he tuʻunga lelei he feʻauhí ha tuʻunga fakatuta ʻo ne fakafaingataʻaʻiaʻi ai ʻa e kau feʻauhí ke nau faʻifaʻitaki hoʻo ngāué pe koloá.
Mamataʻi:
“Competitive Advantage,” ʻoku maʻu ʻi he srs.lds.org/videos (ʻIkai ha vitiō? Lau e fakamatala ʻi he fakaʻosinga ʻo e konga ko ʻení.)
Aleaʻi:
Ko e hā naʻá ke ako mei he vitiō ko ʻení fekauʻaki mo e founga ke ʻilo ai e ngaahi faingamālie feʻauʻauhi te ke ala maʻú?
Lau:
Ko e kau maʻu pisinisi ko ʻení ʻoku nau fokotuʻu ʻenau ngaahi pisinisí ʻi ha ngaahi faingamālie feʻauʻauhi kehekehe ʻe tolu.
Aleaʻi:
Ko e hā ha ngaahi faingamālie feʻauʻauhi ʻe tolu kuó ke fakatokangaʻi ʻi he ngaahi pisinisi fakalotofonuá?