Marketing Process. Habraaca Suuq-geynta.
Qoraalka wuxuu ka hadlayaa habka suuq-geynta (Marketing Process) oo ka kooban shan tallaabo (five-step model) oo fudud, kuwaas oo shirkaduhu u adeegsadaan in ay abuuraan isla markaana ka faa’iideystaan qiimaha macaamiisha (customer value).
Afarta tallaabo ee ugu horreeya (first four steps) shirkaduhu waxay xooga saaraan:
1. Fahamka baahida iyo rabitaanka macaamiisha (understand consumers’ needs and wants).
2. Abuurista qiime u gaar ah macaamiisha (create customer value).
3. Dhisidda xiriir adag oo waara (build strong customer relationships).
4. Bixinta adeeg ama badeecad qiimo leh (deliver superior value).
Tallaabada ugu dambeysa (final step) shirkaduhu waxay helaan abaalmarin, taas oo ah in ay ka helaan macaamiisha qiime soo noqda—sida iibka (sales), faa’iidada (profits), iyo kalsooni muddo dheer socota (long-term customer equity).
Macnaha guud wuxuu yahay: Marka shirkaduhu macaamiisha qiime dhab ah u abuuraan (create superior customer value), iyaga ayaa markooda ka helaya qiime ka badan (capture value from customers), sida faa’iido dhaqaale iyo xiriir waara oo ku dhisan kalsooni.
Cutubkaan iyo kan xiga waxaa lagu faahfaahin doonaa tallaabooyinkaas shanta ah, iyadoo cutubkaan si gaar ah diiradda loo saarayo xiriirka macaamiisha (customer relationship).
Marketing process. Habraaca Suuq-geynta.
In the four steps. Create value for customers and build
customer realtionship.
Understan the market place and customer needs and wants
Design a customer value driven marketing strategy.
Construct and integrated marketing program that delivers superior value
Engage customers build profitable relationship, and create customer delight.
In the last step.
Capture value from customers to create profits and customer
equity.
Understan the market place and customer needs and wants
(Fahamka Suuqa iyo Baahida Macaamiisha)
Tallaabada ugu horreysa ee suuq-geynta waa in la fahmo baahida (needs), rabitaanka (wants), iyo dalabka (demands) macaamiisha, iyo sidoo kale suuqa (marketplace) ay shirkaddu ku shaqeyso.
Waxaa jira shan fikradood (five core concepts) oo muhiim u ah fahamka macaamiisha iyo suuqa:
1. Needs, Wants, and Demands – Baahi, rabitaan, iyo dalab.
2. Market Offerings – Badeecooyin, adeegyo, iyo waayo-aragnimo (products, services, experiences).
3. Value and Satisfaction – Qiimaha iyo qanacsanaanta macaamiisha.
4. Exchanges and Relationships – Is-weydaarsiga iyo xiriirka.5. Markets – Suuqyada lagu shaqeeyo.
Customer Needs, Wants, and Demands
Needs (Baahida):
Baahida waa waxa bini’aadamku u baahan yahay si dabiici ah. Waxaa ka mid ah:
Baahida jirka (physical needs): cunto, dhar, hoy, iyo amni.
Baahida bulshada (social needs): in qofku ka mid noqdo bulshada, jacayl, iyo saaxiibtinimo.
Baahida shakhsiga (individual needs): aqoon, ismuujin (self-expression).
➡️ Baahidani waa qayb ka mid ah nolosha, suuq-geynayaashuna ma abuuraan.
Wants (Rabitaanka):
Rabitaanku waa sida baahida loo qaabeeyo iyadoo lagu saleynayo dhaqanka (culture) iyo shakhsiyadda (personality).
Tusaale: Qof Mareykan ah wuxuu u baahan yahay cunto (need), balse wuxuu rabaa (want) Big Mac, fries, iyo cabitaan.
Qof ku nool Papua New Guinea wuxuu u baahan yahay cunto (need), balse wuxuu rabaa (want) taro, bariis, yams, iyo hilib doofaar.
Demands (Dalabka):
Marka rabitaanku (wants) uu taageero awoodda wax iibsiga (buying power), wuxuu isu beddelaa dalab (demand). Dadku waxay dalbadaan badeecooyin iyo adeegyo ay ka filayaan qiime (value) iyo qanacsanaan (satisfaction).
Sida Shirkaduhu u Fahmaan Needs, Wants & Demands
Shirkadaha waxay si weyn u dadaalaan si ay u fahmaan macaamiisha:
Waxay sameeyaan cilmi baaris (consumer research).
Waxay falanqeeyaan xog badan oo macaamiil (customer data).
Waxay si dhow ula socdaan macaamiisha, iyagoo fiirinaya sida ay wax u iibsadaan online iyo offline.
Xitaa maamulka ugu sarreeya wuxuu ku lug leeyahay si loo hubiyo in shirkaddu si fiican ula socoto baahida macaamiisha.
Market Offerings (Products, Services, and Experiences)
(Bixinta Suuqa: Badeecooyin, Adeegyo, iyo Waayo-aragnimo)
Baahida iyo rabitaanka macaamiisha waxaa lagu daboolaa iyada oo loo maraayo market offerings – taas oo ah isku-dar ah: Products (badeecooyin la taaban karo) Services (adeegyo aan la taaban karin)
Information (xog/warbixin) Experiences (waayo-aragnimo)
1. Badeecooyin iyo Adeegyo (Products & Services)
Badeecooyinka (products) waa waxyaabaha la taaban karo oo la iibiyo.
Adeegyada (services) waa waxqabadyo ama faa’iidooyin aan la taaban karin, laguna iibiyo, sida:
Banking (adeegyada bangiyada) Airlines (duulimaadyada diyaaradaha) Hotels (huteelada)
Retailing (tukaamada/ganacsiga tafaariiqda) Home repair (adeegyada dayactirka guryaha)
2. Market Offerings kale (Other entities)
Bixinta suuqa kuma koobna badeeco iyo adeeg oo keliya, waxaa kale oo lagu soo bandhigi karaa:
Persons (shakhsiyaad) – tusaale fannaaniin, siyaasiyiin, ama cayaartoy la suuq-geeyo.
Places (meelo) – tusaale: Magaalada San Diego oo leh ololaha “Happiness Is Calling” si ay soo jiidato dalxiisayaasha.
Ideas (fikrado iyo fariimo) – tusaale: ololaha “Stop the Texts. Stop the Wrecks” oo dadka ku baraarujinaya khatarta qoraalka fariimaha inta lagu jiro wadista.
3. Khaladka suuq-geynayaasha qaar (Marketing Myopia)
Qaar ka mid ah iibiyeyaasha waxay sameeyaan qalad la yiraahdo marketing myopia – waxay si xad-dhaaf ah ugu mashquulaan badeecada ay iibinayaan, halka ay hilmaamaan baahida dhabta ah ee macaamiisha (customer needs).
Tusaale: Soosaaraha qalabka drill bits wuxuu u maleeyaa in macaamilku u baahan yahay drill bit. Laakiin waxa uu dhab ahaantii u baahan yahay waa dalool (a quarter-inch hole).
➡️ Haddii badeeco cusub oo raqiis ah ama ka fudud ay timaado, macaamilku wuu dooran doonaa badeecada cusub sababtoo ah waxay si fiican uga jawaabeysaa baahida dhabta ah.
4. Khibrad Suuq (Brand Experiences)
Suuq-geynayaasha caqliga badan ma eegin kaliya badeecada, ee waxay abuuraan waayo-aragnimo (experience) macaamiisha.
Tusaale:
Walt Disney World – ma aha oo keliya meel lagu dalxiiso, waa adduun riyooyin run noqdaan.
Buffalo Wild Wings – ma aha oo keliya meel laga helo wings iyo biir, balse waa waayo-aragnimo dhammaystiran: “Wings. Beer. Sports.”
👉 Macnaha guud: Market offerings waa isku darka badeecooyin, adeegyo, iyo waayo-aragnimo loo soo bandhigo macaamiisha, si loo daboolo baahiyahooda, loona abuuro qiimo iyo qanacsanaan ka baxsan alaab kaliya.
Customer Value and Satisfaction (Qiimaha iyo Qanacsanaanta Macaamiisha)
Macaamiishu inta badan waxay wajahaan fursado badan oo badeecooyin iyo adeegyo ah (market offerings) oo dabooli kara baahidooda. Su’aashu waa: sidee bay u doortaan? How do they choose among these many market offerings.
Macaamiishu waxay sameeyaan filasho (expectations) ku saabsan qiimaha (value) iyo qanacsanaanta (satisfaction) ay ka heli karaan badeecada ama adeegga.
Haddii macaamiilku ka helo waxa uu filaayay, wuu qanacsanayaa (satisfied), mar kale ayuu wax iibsanayaa, wuxuuna dadka kale u sheegi doonaa khibraddiisa wanaagsan.
Haddii macaamilku niyad-jabo, badanaa wuxuu u wareegaa tartamayaasha (competitors), wuxuuna dadka kale uga digaa badeecada ama adeeggaas.
Doorka Suuq-geynayaasha (Marketers)
Suuq-geynayaashu waa in ay si taxaddar leh u dhisaan filashooyinka (expectations) macaamiisha:
Haddii ay filashada aad u hoose u dhigaan → waxay qancin doonaan kuwa iibsada, laakiin ma soo jiidan doonaan macaamiil cusub oo badan.
Haddii ay filashada aad u sarre u dhigaan → macaamiishu way niyad-jabi doonaan (disappointed) haddii alaabta ama adeegga run ahaantii aysan gaarin heerkaas.
👉 Sidaas darteed, customer value (qiimaha macaamiisha helaan) iyo customer satisfaction (qanacsanaanta macaamiisha) waa tiirarka ugu muhiimsan ee lagu dhiso laguna maamulo xiriirka macaamiisha (customer relationships).
Exchanges and Relationships (Is-weydaarsi iyo Xiriirro)
Marketing (suuq-geyn) wuxuu dhacaa marka dadka go’aansadaan in ay daboolaan baahidooda (needs) iyo rabitaankooda (wants) iyagoo adeegsanaya is-weydaarsi (exchange relationships).
Exchange (is-weydaarsi): waa ficilka lagu helo waxa la doonaayo iyadoo qof kale wax loo bixinaayo beddelkiisa.
Marka ugu ballaaran (in the broad sense) suuq-geyaha wuxuu isku dayaa inuu keeno jawaab ku saabsan market offering (bixinta suuqa). Jawaabtani mar walba ma aha kaliya iibsi ama is-weydaarsi badeeco iyo adeeg.
Tusaale:
Siyaasi (political candidate) wuxuu rabaa codad (votes).
Kaniisad (church) waxay rabtaa xubinimo iyo ka-qaybgal (membership & participation).
Orchestra (bandhig muusig) wuxuu rabaa dhagaystayaal (audience).
Urur bulsho (social action group) wuxuu rabaa in la aqbalo fikrad (idea acceptance).
Doorka Suuq-geynta (Role of Marketing)
Marketing wuxuu ka kooban yahay tallaabooyin lagu abuuro, lagu ilaaliyo, lana kobciyo is-weydaarsi xiriirro (exchange relationships) la leh target audiences (dadka bartilmaameedka ah). Waxyaabaha lagu wada xiriiri karo waxaa ka mid ah:
Product (badeeco) Service (adeeg) Idea (fikrad) Ama wax kale oo la xiriira baahi iyo rabitaan
Shirkaduhu waxay rabaan in ay dhisaan xiriir adag, taas oo ay ku gaaraan iyagoo si joogto ah u bixiya qiime ka sarreeya (superior customer value).
👉 Sidaas darteed, exchanges (is-weydaarsi) iyo relationships (xiriirro) waa laf-dhabarta suuq-geynta, waana halka xiriirka adag ee shirkad iyo macaamiil ka bilowdo.
Markets (Suuqyada)
Fikradda is-weydaarsi (exchange) iyo xiriirro (relationships) waxay horseedaysaa fikradda suuq (market).
Suuq waa koox ka kooban iibsadayaasha dhabta ah iyo kuwa suurtagalka ah (set of actual and potential buyers) ee badeeco ama adeeg gaar ah.
Iibsadayaashan waxay wadaagaan baahi ama rabitaan gaar ah (particular need or want) oo lagu dabooli karo iyada oo loo marayo xiriirro is-weydaarsi (exchange relationships).
Doorka Suuq-geynta (Marketing)
Suuq-geyn (marketing Meansl) waxay ka dhigan tahay maareynta suuqyada (managing markets) si loo abuuro xiriirro faa’iido leh oo macaamiisha (profitable customer relationships).
Si loo abuuro xiriirradan:
Iibiyeyaashu waa in ay raadiyaan oo la falgalaan iibsadayaasha (buyers).
Waa in ay aqoonsadaan baahiyahooda (needs).
Waa in ay naqshadeeyaan bixinta suuqa ee wanaagsan (good market offerings).
Waa in ay qiimaha u dhisaan (set prices), xayaysiiyaan (promote), kaydiyaan (store) oo gaarsiiyaan (deliver) alaabta ama adeegga.
Hawlaha aasaasiga ah ee suuq-geynta waxaa ka mid ah:
Cilmi baarista macaamiisha (consumer research)
Horumarinta badeecada (product development)
isgaarsiin (communication)
Qaybinta (distribution)
Qiimaynta (pricing)
Adeegga (service)
Doorka Iibsadayaasha (Buyers)
In kasta oo caadi ahaan la fahmo in suuq-geynta (marketing) uu ka dhaco iibiyayaasha, haddana iibsadayaasha (buyers) sidoo kale waxay suuq-geyn sameeyaan:
Waxay raadiyaan badeecooyin (search for products)
Waxay la falgalaan shirkadaha si ay u helaan xog (information)
Waxay sameeyaan iibsashadooda (make their purchases)
Teknolojiyadda casriga ah ee maanta, sida bogagga internetka (online sites), apps-ka taleefannada casriga ah (smartphone apps), iyo baraha bulshada (social media), waxay awood siisay macaamiisha waxayna ka dhigtay suuq-geynta arrin labada dhinac ah (two-way affair).
Sidaas darteed, marka laga reebo maareynta xiriirka macaamiisha (customer relationship management), suuq-geynayaasha maanta waa in ay si wax ku ool ah ula tacaalaan xiriirro ay maamulaan macaamiishu (customer-managed relationships).
Suuq-geynayaashu ma waydiinayaan oo keliya: “Sideen u saameyn karnaa macaamiisheena? (How can we influence our customers?)”
Laakiin sidoo kale waxay waydiinayaan: “Sidee macaamiisheenu noo saameyn karaan? (How can our customers influence us?)”
Iyo: “Sidee macaamiisheenu isugu saameyn karaan? (How can our customers influence each other?)”
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