Ucwaningo luthi siqopha u-2% walokho esikuzwayo, u-5% walokho esikubonayo kanye no-35% walokho esikuhogelayo. Iphunga ngokungangabazeki linamandla amakhulu okuvusa izinkumbulo nemizwa futhi amabhrendi amaningi asebenzisa amandla ako njengesu lokumaketha. "Sesisetshenziswe isikhathi eside, nakuba ucwaningo lwayo lwezemfundo lusanda kwenzeka, luhlaziya umthelela onalo kuhlelo," kusho uFrancisco Torreblanca, uprofesa we-ESC Business & Marketing School. Sonke sihlonza amaphunga afana nekhofi, incwadi, imoto entsha... “Asengqondweni yethu futhi kukhona iphunga elisenza sizizwe simnandi,” uyanezela.
Naphezu kokuba into engaphatheki, iphunga lisinika ulwazi oluningi futhi lisetshenziswa kakhulu ezindaweni zokuthengisa, nakuba abathengi ngokuvamile bengakuqapheli.
Isibonelo, iphunga le-chewing gum esitolo samathoyizi, i-suntan lotion ejensi yokuhamba kanye ne-redbull kuma-nightclub. Kwaziwa isu lokuvula i-Disney emapaki ayo etimu lapho ngamanye amadivayisi ikhipha iphunga lama-popcorn asanda kwenziwa.
"Iphunga liyakwazi ukukhiqiza umuzwa wokuba ngowakho, futhi uthambekele kakhulu ekuthengeni," kugcizelela uTorreblanca. Isibonelo, uma ufaka i-Burger King usebenzisa inyama eyosiwe noma ikhofi e-Starbucks, "futhi lelo phunga liyathuthukiswa." Uprofesa, ophinde abe umqondisi weSinaia Marketing, ugqamisa iphunga elikhethwe uchungechunge lwamahhotela e-Swissôtel ukuhlonza uhlobo lwalo. "Amahhotela abo anephunga lemali, azi kahle kamhlophe ukuthi iyini inhloso yawo yomphakathi, futhi abe nempumelelo enkulu."
Kuwukhiye impela ukunaka lo mphakathi ukuze uphumelele isu lokumaketha elinuka kamnandi, futhi "kumele kube nokuhlangana kwamasu ukuze kutholakale ukuhlobana phakathi kwamakha kanye namagugu omkhiqizo", uthisha uyacacisa. Isibonelo, i-brand ye-Eli shoe, lapho ikhetha iphunga layo, yakhetha i-perfume yelineni, enye yezinto ezisetshenziswayo futhi ihlotshaniswa nekhaya.
I-Torreblanca iphinda ikhumbule ukuthi isu lokumaketha elinuka kamnandi lizuza amandla uma lihlanganiswa nomunye umqondo. “Uma unuka into ethile bese uyathanda kuyajabulisa. Iphunga lingaba umphambili wesu elihle”, uyanezela. Ekuqaleni kuka-2008, iCatalan Socialist Party (PSC) yethula iphunga elimnandi, iqembu lokuqala ukuba namakha alo. Ngamacembe aseDamaseku, ihlose ukukhuthaza ukucabanga nokuqonda. Umakhi walelisu kwakungu-Albert Majós, umsunguli we-Trison Scent, owake wazama ukunikeza i-Barcelona iphunga, ngaphandle kwempumelelo eyafika kamuva ne-PSC. Wasuka lapho waqala ukusebenzisana neqembu le-Inditex kanti sekunezinkampani eziningi ezifika kuye zizofaka iphunga enkampanini yazo.
Iphunga lingahlanganiswa nezinye izinzwa ukuze kukhiqizwe iketango lezinzwa
“Sisekuqaleni kokumaketha kwephunga. Iphunga lingadlulisela wonke amanani owafunayo”, kuphawula uMajós. Yiqiniso, "kubalulekile ukwazi ukuthi awukwazi ukuthola iphunga lokudlulisa umyalezo ofanayo kuwo wonke umuntu ngoba iphunga lihlotshaniswa nempilo yomuntu ngamunye".
Sekushiwo lokho, kunemikhiqizo eminingi eza kule nkampani ukuzothola iphunga layo, leyo ebakhomba ngamanani abo futhi ebavumela ukuthi bazibeke kangcono futhi bazidayise. “Izinto ezinhle zihambisana nephunga ukuze ukwazi ukukuhlobanisa kahle,” uyanezela.
Ukufeza lo mphumela omuhle, kuyadingeka ukuhlanganisa umsebenzi wabenzi bamakha nabadwebi bezithombe. “Ngiyawazi ngempela amanani okuthi ngokuhamba kwesikhathi ngiwaguqule abe yiphunga. Kunemindeni enuka kamnandi futhi senza umhlangano wokucobelelana ngolwazi nekhasimende ukuze umthaki weziqholo akwazi ukuyiqondisa,” kuchaza umphathi weTrison Scent. Basebenza ngaphezu kwakho konke nomhlaba wezemfashini, amahhotela kanye nemboni yezimoto, lapho kusetshenziswa khona kakhulu ukukhangisa ngephunga, kodwa "sisebenza ngisho nezidakamizwa ze-oncological".
Ukujwayela izikhala, ubuchwepheshe be-nebulization bungasetshenziswa. “Iphunga lisuka oketshezini liye esimweni esinegesi, lisakazwa ngokulinganayo ngemigudu yokupholisa umoya noma ngemishini ezimele,” kuchaza uMajós, okhumbula ukuthi “okubalulekile ukuthi lapho ungena endaweni ibamba lelo phunga endaweni enjalo. ngendlela yokuthi uhlale ufuna ukuhogela kancane”.
I-Nebulization, ukudlula kwephunga elimnandi lisuka oketshezini liye endaweni enegesi, kuyindlela ethandwa kakhulu
Obunye ubuchwepheshe buwukusabalalisa okomile, "okunama-turbines amancane avunguza ama-polymer futhi athumele umoya onephunga elimnandi," kuchaza u-Arnaud Decoster, umsunguli kanye no-CEO we-Sensology, okuwukuphela kwenkampani eSpain esebenzisa lolu hlobo lwesu.
"Dala imizwa"
I-Decoster phambilini ibisebenza ekukhangiseni kokuphromotha, ikakhulukazi egxile ezenzweni ezibukwayo, futhi yabona isidingo sokusebenzisa umuzwa wokuhogela kakhudlwana, “ukudala imizwa”. Eminye yemisebenzi yakhe idlula ekunukiseni imicimbi. Isibonelo, ifake iphunga endaweni yesitendi se-Bayer e-Ifema. Futhi ngezinye izikhathi, izicelo ezingalindelekile zifika, njengokufuna iphunga elimnandi lomphakathi womakhelwane "ukunciphisa ukungezwani emihlanganweni nokuphumula abantu."
I-Sensology inamakha angu-40 asezingeni eliphezulu, nakuba amanye amakhasimende ayo efuna ukuzakhela awawo. Uma lokhu kwenzeka, usuke ehambisana nemikhiqizo eshintsha iphunga layo kuye ngesikhathi sonyaka, njengoba kwenziwa ngamawindi ezitolo.
Ngemuva kwalolu bhubhane, u-Arnaud Decoster uthe kunezinhlobo eziningi zemikhiqizo ezisebenzisa amakha ukuze zinikeze abathengi "umuzwa wokuvikeleka nokuthula okukhulu."
