URobert McMath – uchwepheshe wokumaketha – okuhloswe ngayo ukuqongelela umtapo wezincwadi oyinkomba wemikhiqizo yabathengi.
Inkambo yokwenza kwaba
Kusukela ngawo-1960 waqala ukuthenga nokugcina isampula yazo zonke izinto ezintsha ayengazithola. Iqoqo lasheshe ladlula ihhovisi lakhe futhi walithuthela endaweni yokugcina izinto eguquliwe, lapho kwaqhubeka khona ukukhula ngokushesha.
Imiphumela
Lokho uMcMath angazange akucabangele ukuthi imikhiqizo eminingi iyehluleka – ukuze iqoqo lakhe lakhiwe kakhulu ngemikhiqizo engasindanga ekuhlolweni kwemakethe.
Isifundo esitholakele
Ukuqonda ukuthi ‘imikhiqizo eminingi iyahluleka’ kwabonakala kuwukwenza umsebenzi kaMcMath. Iqoqo ngokwalo – manje ephethwe futhi esetshenziswa yi-GfK Custom Research North America – manje ivakashelwa njalo abaphathi abakhiqiza imikhiqizo yabathengi abafuna ukugwema amaphutha abawenzile noma izimbangi zabo esikhathini esidlule..
Umthombo: Umqaphi, 16 Juni 2012
OKUNYE UKWEHLULEKA OKUHLE
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