22 iu lut Marketing khng th thiu

1

Mc lc

1Mc lc

3Chng 222 iu lut Marketing khng th thiu

6Chng 3Lut dn u

10Chng 42. Lut v chng loi sn phm

Chng 1 22 iu lut Marketing khng th thiu

Li m u.

Hng t -la ph phm vo cc chng trnh tip th m khng thnh cng, khng phi l vn ca s khn ngoan, sng sut hay cc ngn khon v i.

Nhiu nh qun l cho rng mt chng trnh tip th c kin to tt, trin khai tt, ti tr tt s thnh cng. Khng nht thit l nh vy. V cc bn khng phi tm kim cc v d xa xi, m chnh l cc cng ty nh IBM, General Motors, v Sears Roebuck.Cc nh qun tr iu hnh chng trnh ca hng GM phi l nhng ngi gii nht v sng gi nht. ng nhin l nhng ngi gii nht v sng gi nht hp dn cc cng ty ln v tt nht nh GM v IBM. Nhng cc chng trnh ny t n da trn nhng gi thuyt thiu c s.

Khi c hi ng tin tng g vo cm ngh ca nc M i vi cc i cng ty, John Keneth Galbraith ni rng chng ta s quyn lc ca cc cng ty. Ngy nay, phi ni chng ta s s bt lc ca cc cng ty. Tt c cc cng ty u gp rc ri, c bit l cc cng ty ln. General Motors chnh l mt v d in hnh. Thp k va qua, cng ty tr mt ci gi khng khip cho s hy hoi nhn hiu ca h (n lm cng ty tn km ht nh tng tn km khi to ra nhn hiu). C phn mt i 10 im tc l mt i 10 t -la doanh s mt nm.

Vn ca cng ty GM khng phi l vn ca s cnh tranh, d rng mc cnh tranh c gia tng. cng chng phi l vn phm cht, d cho GM khng a ra c phm cht ngoi hng. iu chc chn l vn tip th.Ngy nay, khi mt cng ty phm mt li lm, du li lm hin ra ngay sau lng h, l s cnh tranh vi cng vic kinh doanh ca h. ly li phong kinh doanh, cng ty phi i cc cng ty khc phm sai lm v tm cch khai thc tnh hung .Nh vy, lm th no trnh nhm ln ngay t u? Cu tr li l chng trnh tip th ca bn phi ph hp vi cc iu lut tip th (mc d chng ti nh ngha tng v khi nim ca chng ti di bng hiu "tip th", n cng hu ch d bn cng v no trong cng ty, hay d sn phm v dch v ca bn ang bn l g).

Cc iu lut tip th ny l g? v ai mang chng t nh ni Sinai xung v khc vo bia ?.

Cc iu lut c bn ca tip th l nhng iu lut c miu t trong cun sch ny. Nhng ai l ngi ni ln iu ny? Lm th no m hai g t bang Connecticut khm ph ra trong khi nhng ngi khc li b qua? Sau cng, c rt nhiu nh tip th v hc gi thng thi. Ti sao h li b qua nhng iu m chng ta ngh l tht hin nhin? Cu tr li tht n gin. Chng ta c th ni, nhng hu ht khng ai sn sng xc nhn l c nhng iu lut v tip th, ch c mt iu c th chc chn l nhng iu lut ny khng th thay th c.

C lut t nhin, th ti sao khng th c lut tip th? Bn c th lm c mt chic my bay hon ho, s p mt lm, nhng n s khng ct cnh c cho n khi n tun theo cc nh lut v vt l, c bit l lut v trng lc. Bn c th xy mt kit tc kin trc trn i ct, nhng cn bo u tin s xa b sng to ca bn sau mt m. Nh vy, bn c th hoch nh mt chng trnh tip th xut sc nhng ch mt trong cc iu lut tip th c th hi n nu bn khng bit cc diu lut ny l g.C l bn cht ca con ngi l khng tha nhn c nhng iu m mnh khng lm c. Chc chn hu ht cc nh tip th tin tng c th t c bt c u g nu bn c nng lc, sng to hay quyt tm. c bit l nu bn chu chi tin.Mt khi bn tha nhn c nhng lut v tip th th rt d dng nhn ra l iu g. N tht hin nhin.

Chng ti nghin cu trong hn 25 nm v iu g thc hin c v iu g khng thc hin c trong tip th. Chng ti tm ra cc chng trnh thc hin c hu nh lun lun ng iu vi cc lut c nh hng c bn trong th trng.Chng ti phn tch nguyn tc tip th mt cch chi tit qua sch v, cc bi bo, cc bi thuyt trnh ca chng ti Chng ti cng pht trin cc mu chin lc trong qu trnh tip th, bao gm c mt mu t nhin ca tr tu con ngi m chng ti ph bin di khi nim v tr. Chng ti cng pht trin mt mu th trng mang tnh qun s, nhng cng ty v nhn hiu c sp xp cc v th tn cng, phng ng tp kch hay du kch trong chin tranh tip th.

Sau nhiu nm lm Vic Vi cc nguyn tc v vn trong tip th, chng ti c kt thnh cc iu lut c bn bo m thnh cng hay tht bi trn th trng. Chng ti gi y l nhng iu lut tip th khng th thay th, c tt c 22 iu. Vi phm cc iu ny, ri ro s n vi bn.

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Chng 2 Lut dn u

V tr dn u hay hn l v tr tt hn

Rt nhiu ngi tin tng rng vn cn bn trong tip th l lm sao thuyt phc cc khch hng tng lai rng mnh c sn phm hay dch v tt hn.iu ny khng ng. Nu bn chia s mt th trng nh v bn phi cnh tranh vi cc i th ln hn, c ti tr tt hn th chin lc tip th ca bn c th b tht bi ngay t u. Bn vi phm lut tip th u tin.

Vn cn bn trong tip th l sng to c mt chng loi m mnh l ngi u tin trong lnh vc ny. chnh l lut dn u. V tr dn u vn hn l v tr tt hn. i vo tr nh trc tin d dng hn l thuyt phc mnh c sn phm tt hn sn phm ca ai c gii thiu trc. Bn c th trnh by Lut dn u bng cch t t hai cu hi:

1. Ai l ngi u tin bay mt mnh qua i Ty Dng? Chales Lindbergh, ng khng?

2. Ai l ngi th hai bay mt mnh qua i Ty Dng? Tht khng d tr li.Ngi th hai bay mt mnh qua i Ty Dng l Bert Hinkler. Bert l phi cng gii hn Charlie: ng ta bay nhanh hn. dng t nhin liu hn. Tuy vy, ai tng nghe ni v Bert Hinkler (Bert b nh i v b Hinkler chng c tin tc g v ng ta k t khi y).3. Mc d Lindbergh l ngi i tin phong, nhng hu ht cc cng ty li i theo con ng ca Bert Hinkler. H ch i cho n khi th trng c khai ph. Ri nhy vo vi mt sn phm tt hn, thng l km theo tn cng ca mnh. Trong bi cnh cnh tranh ngy nay mt sn phm tng t vi mt tn mi c rt t hy vng tr thnh mt nhn hiu ln v c li (Chng 12: Lut v m rng).

Nhn hiu dn u trong bt k chng loi sn phm no lun lun l nhn hiu u tin trong tr nh ca khch hng tng lai. Hertz trong lnh vc cho thu xe t, IBM trong in ton, Coca-cola trong lnh vc nc gii kht

Sau Chin tranh Th gii th hai. Heineken l loi bia nhp khu u tin to nn tn tui M. Bn thp nn sau, bia nhp khu hng nht l bia g? C phi l loi bia c v ngon nht khng hay l bia Heineken. C c thy 425 nhn hiu bia nhp khu v bn M. Chc chn l mt trong cc nhn hiu ny phi ngon hn Heineken. Nhng c tht s l vn khng? Ngy nay, Hemeken vn cn l bia nhp khu ng hng nht, vi 30% ca th trng.

Loi bia nh ni a u tin l Mliler Lite. Vy th ngy nay loi bia nh no bn nhiu nht ti M. l bia c v ngon nht hay l loi bia i vo tr nh ca ngi tiu th trc tin.Tuy thin khng phi tt c nhng g i u tin u tr nn thnh cng. V th u tin ca bn c th qu tr.

V d bo USA Today l t bo ton quc u tin, nhng n hnh nh khng thnh cng. T bo l c thy 800 triu -la v cha nm no c li. Trong k nguyn ca truyn hnh, c th l qu tr cho mt t bo ton quc.

Nhiu ci u tin li qu t nn chng i ti u. Frosty Paws l loi kem u tin dnh cho ch, khng thnh cng. Cc ch ch thch loi kem ny, nhng ch ca chng li l ngi b tin ra mua, v tt nhin, cc v ny ngh rng cc ch ch khng cn mt loi kem dnh cho ring cho chng. Chng vn sung sng d ch Lim cc da kem.

Lut dn u p dng cho bt c sn phm, nhn hiu, chng loi v lnh vc no. Chng hn bn khng bit tn ca trng i hc u tin thnh lp ti M. Bn lun lun c th on ng bng cch thay th t dn u bng t u tin. Vy th tn ca trng i hc dn u nc M l g? Hu ht mi ngi c th ni l Harvard, ng thi cng chnh l tn ca tru7ng i hc u tin thnh lp ti M. (Tn ca trng i hc th hai thnh lp ti M l g? Trng i hc William & Mary. Nhiu ngi khng bit v n ch ni ting hn Bert Hinkler mt cht thi).

Khng c hai sn phm no m li ging nhau hn l hai ngi sinh i. Vy m cc cp song sinh thng phn nn l ngi ta vn lun lun thch ngi m h gp u tin, d rng ngi ta cng bit c ngi kia na.

Ngi ta thng gn b vi nhng g m h c. Nu bn gp ai hn v hay chng ca bn, iu tht s sai lm. Nu bn thay i, hy ngh ti tin th lao phi tr cho lut s, chia con ci v phn chia ti sn.

Lut dn u cng p dng cho c tp ch. l l do ti sao tp ch "Time c xp trn tp ch newsweek; People trn Us v Playboy trc Penhouse.Ly v d tp ch TV Guide (Hng dn truyn hnh). Vo u nhng nm 50. Cng ty Xut bn Curtis c gng a Television Listings Magazine (Tp ch mc lc truyn hnh) cnh tranh vi tp ch cn non nt TV Guide. Mc d TV Guide ch mi khi u cn yu t, v Curtis c sc mnh ng n nhng nh xut bn Curtis cha bao gi tht s ct u ln c v th trng ca TV Guide c hnh thnh trc .

Lut dn u p dng bnh ng cho c cc sn phm k t th rn nh xe t v my vi tnh n th mm nh cc trng i hc v ru bia.

Jeep l loi xe hai cu u tin; Acura l loi xe sang trng u tin ca Nht; IBM l cng ty u tin ch to loi my vi tnh ln c cng sut cao; Sun Microsystems l cng ty u tin sn xut loi my vi tnh vn phng. Jeep, Acura, IBM v Sun u l nhng nhn hiu dn u. Chrysler l cng ty gii thiu loi xe ch khch c nh u tin. Ngy nay, hng Chrysler c c 10% th trng t v 50% th trng loi xe ch khch c nh. Vy th s cn thit cho th trng xe t l lm ra xe tt hn hay chim lnh th trng trc tin?

Cng ty my vi tnh Hewlett-Packard l cng ty u tin gii thiu my in laser. Ngy nay cng ty c c 5% th trng my vi tnh c nhn v 45% th trng my in laser.Gillette l cng ty gii thiu li dao co an ton u tin. Tide l hng bt git qun o u tin. Hayes l cng ty u tin v my ni mng vi tnh. Tt c u dn u.Mt l do khin nhn hiu u tin c khuynh hng duy tr c v tr dn u v tn nhn hiu thng tr thnh tn chung cho c loi. Xerox l my sao chp s dng loi giy thng u tin v tr thnh tn gi ca tt c cc loi my photocopy bng giy thng. Ngi ta s ng trc loi my photocopy hiu Ricoh, Sharp hay Kodak v ni: lm th no d ti c c mt bn Xerox? H s hi Kleenex trong khi ngoi ba ca hp khn giy in r rng ch Scott. H cng s mi bn ung Coke trong khi h ch c Pepsi-Cola.

C bao nhiu ngi hi mua bng dn cellophane thay v hi bng Scotch? Khng nhiu lm. Hu ht ngi ta dng tn nhn hiu khi n tr thnh tn dng chung: BandAid, Fiberglas, Formica, Gore-Tex, Jello, Krazy, Glue, Q-tips, Saran Wrap, Velcro ch l mt phn nh. Mt vi ngi s ly tn di i tn nhn hiu thnh tn chung. FedEx gi hng ny i vng ven b bin. Nu bn ang gii thiu nhn hiu u tin ca mt mt hng (chng loi) mi, bn hy c gng chn mt tn c th tr thnh tn chung cho c loi. (Cc lut s thng c vn ngc li, nhng h bit g v cc iu lut ca th trng?).

Thng thng, khng phi ch c nhn hiu u tin mi tr nn dn u, nhng th t doanh thu ca cc nhn hiu thng ph hp vi v tr ca nhn hiu .V d hay nht l thuc ibuprofen. Nhn hiu Advil ng th nht, Nuprin th nh, Medipren th ba. Th t doanh thu m h ang hng cng ng y ht vy: Advil c 51% th trng, ibuprofen, Nuprin 10% v Medipren 1%.

Nhn hiu th t tham gia vo th trng l Motrin IB. Mc d c c mt cng thc ibuprofen hu hiu, nhn hiu Motrin cng ch chia s c 15% th trng. Hy nh rng Advil cng gii thiu cng mt cng thc nh Motrin. V cng cn ghi nhn rng Advil tr thnh tn chung thay th. Ngi tiu dng s dng Advil nh l mt danh t chung, him khi no h dng t ibuprofen. Ngay c cc bc s y khoa s ni vi bnh nhn: Hy ung hai vin Advil v sng mai gp ti.

Thuc Tylenol cng vy. L nhn hiu u tin ca acetaminophen. Tylenol b xa nhn hiu ng th hai n mc kh m bit c ng th hai l nhn hiu no.Nu b mt ca s thnh cng l i vo tr nh ca cc khch hng tng lai, th chin lc no c hu ht cc cng ty quyt tm theo ui? Chin lc sn phm tt hn. ti mi nht v nng bng nht trong lnh vc qun tr kinh doanh l tiu chun. Tiu chun c nng ln nh l: Chin lc cnh tranh c nht; tiu chun c coi l cng c so snh v nh gi sn phm cng ty ca bn vi sn phm tt nht trong cng nghip; n c ni ti nh l nhn t thit yu trong mt tin trnh thng c gi l qun tr tng hp cht lng. Tht khng may, chin lc tiu chun khng thnh cng. Thc t ngi ta cm nhn sn phm u tin lt vo tr nh l sn phm tt nht: Tip th l cuc chin ca s nhn thc, khng phi l ca sn phm. Nhng tn nhn hiu u tin ca aspirin, ca acetaminophen, ca ibuprofen l g ? (gi : Hy thay th t u tin bng t dn u v bn s c cu tr li cho cu hi ny).Charles Schwab t coi mnh l Ngi mi gii mua bn c phn ln nht M. Bn c ngc nhin khng khi bit Charles Lindlbergh ca ngnh kinh doanh mua bn c phn li chnh l Charles Schwab.

Neil Amstrong l ngi u tin i b trn mt trng. Ai l ngi th nh?Roger Bannister l ngi u tin chy mt dm (1,6km) trong 4 pht. Ai l ngi th nh?

GeorgeWashington l v Tng thng u tin ca Hoa K. Ai l v Tng thng th hai?Thomas l nhn hiu u tin ca Loi bnh m English muffin. Nhn hiu th hai l g?Gatorade l nhn hiu u tin ca thc ung trong th thao. Th nh l g?Nu bn v tr th hai trong tr nh ca cc khch hng tng lai, bn c th trnh c s lng qun nh xy ra vi Buzz Aldrin, John Landy, John Adams, cc loi bnh English muffin v danh hay khng? Khng nht thit l nh vy, may mn thay, cn c nhng iu lut khc na.Chng 3 2. Lut v chng loi sn phm

Nu bn khng v tr u tin ca mt chng loi, hy to ra sn phm mi m bn v tr u tin.Ngi th ba bay mt mnh qua i Ty Dng l ai? Nu bn khng bit c Bert Hinkler l ngi th hai mt mnh bay qua i Ty Dng, tt nhin bn kh m bit c tn ca ngi th ba. Nhng bn li bit c, l Amelia Earhart.Ngy nay, c Amelia c bit n nh l ngi th ba bay mt mnh qua i Ty Dng hay l ngi ph n u tin bay qua i Ty Dng?Sau khi bia Heineken gt hi thnh cng, cc v ti cng ty Anheuser-Busch c th ni: chng ta cng phi nhp mt loi bia!. Nhng h khng lm vy. Thay v vy, h ni: nu c mt th trng cho loi bia nhp khu c gi cao, th cng c th c c th trng cho mt loi bia ni a vi gi cao. V h trin khai vic sn xut bia Michelob, loi bia ni a u tin c gi cao, v ngy nay bn gp i bia Heineken. (Thc t, Anheuser-Busch cng nhp khu mt loi bia, l bia Carlsberg, rt c ting Chu Au, nhng ti M khng i ti u).Bia Miller Lite l loi bia nh ni a u tin, v phi i 5 nm sau mi c mt nh nhp cng tht ln: nu c mt th trng cho bia nh ni a th cng c mt th trng cho bia nh nhp khu. Kt qa l bia Amstel Light tr nn loi bia nh nhp khu bn chy nht.Nu bn khng chen trc c vo tr nh ca khch hng tng lai, xin ng tht vng, hy tm kim mt mt hng mi m mnh ng v th u tin. Khng kh nh bn tng u.Sau khi IBM tr nn thnh cng ln trong lnh vc my vi tnh th tt c thin h v b con ca h lin x vo lnh vc ny. Burroughs, Control Data, General Electric, Honeywell, NCR, RCA, Sperry. H c gi l nng bch tuyt v by ch ln.C ch ln no ln ln v tr thnh mt sc mnh ton cu vi 126.000 nhn vin v doanh thu l 14 t USD, v c ghi nhn l cng ty my vi tnh ln th nh trn th gii khng? Khng c ai ht. Cng ty my tnh thnh cng nht cu thp nin 70 v 80 sau IBM l cng ty Digital Equipment Corporation. IBM l cng ty my tnh u tin, DEC l cng ty my tnh c nh u tin (minicomputers).Nhiu cng ty my tnh khc (v cc ch nhn ca n) tr nn giu c v ni ting bng cch theo mt nguyn tc n gin: nu bn khng v tr th nht ca mt lnh vc, hy to ra mt lnh vc mi m bn v th u tin.Tandem l cng ty my tnh chu ng sai st u tin (fault- tolerant computers) v t doanh s 1,9 t USD. Cng vy, Stratus l cng ty my tnh chu ng sai st loi nh u tin. Ngy nay Stratus c doanh s 500 triu USD.Cc iu kin tip th c kh khng? Khng. Chng tht n gin. Tuy nhin, p dng chng vo thc t li l vn khc. Cray Research (super computer). Ngy nay, Cray l mt cng ty vi doanh s 800 triu USD. Cng vy, Convex a ra loi my siu vi tnh loi nh (mini super computer). Hin nay, Convex c doanh s 200 triu USD.i khi bn c th thay i v tr tr thnh ngi thng cuc bng cch sng to ra mt lnh vc mi. Commodore l mt hng sn xut vi tnh c nhn cho gia nh khng thnh cng, cho n khi ch to c Amiga- l loi my tnh a mi trng u tin (multimedia computer). V Commodore Amiga thng li ln vi doanh s hng nm trn 500 triu USD.C rt nhiu cch khc nhau t v tr u tin. Cng ty Dell chen vo lnh vc my vi tnh c nhn bng cch bn my qua in thoi. Ngy nay, Dell c doanh s 900 triu USD.

Khi bn tung ra sn phm mi cu hi u tin t hi khng phi l lm th no sn phm mi tt hn nhng sn phm cnh tranh m l sn phm ny l sn phm u tin ca lnh vc no?.Charles Schwab khng m mt vn phng mi gii tt hn m m mt vn phng mi gii gim gi u tin. Tp ch Lears khng phi l tp ch dnh cho ph n u tin, nhng n l tp ch u tin dnh cho cc ph n trng thnh (khng phi l tp ch dnh cho ph n mi sinh ngy hm qua).

Vic ny ngc li vi t tng tip th c in l: lm th no ngi ta a thch nhn hiu ca mnh hn?

Hy qun nhn hiu i. Hy ngh n cc mt hng. Cc khch hng tng lai s cnh gic khi ni n nhn hiu v mi ngi u khoe ti sao nhn hiu ca h tt hn. Nhng khch hng lun ci m khi ni n mt hng v ngi ta n ham thch ci g mi l, t ngi thch th vi ci g tt hn.

Khi bn v th u tin trong mt lnh vc, hy y mnh lnh vc ny, iu ct yu l bn khng c ai cnh tranh. DEC ni vi khch hng l ti sao h phi mua mt my vi tnh loi nh ch khng h ni h phi mua mt my tnh loi nh hiu DEC.Khi u, cng ty Hertz gii thiu dch v cho thu xe t; Coca-Cola bn thc ung gii kht. Cc chng trnh tip th ca c hai cng ty hu hiu hn k t .

3.Lut v tr nhHy v tr u tin trong tr nh hn l v tr u tin ca th trng

My vi tnh c nhn u tin ca th gii l my MITS Altair 8800.Lut dn u khin ta ngh rng my MITS Altair 8800 (tht bt hnh khi chn ci tn ny) phi l nhn hiu s mt v my vi tnh c nhn. Khng may, sn phm ny khng tn ti vi chng ta.

Du Mont sng ch ra my truyn hnh thng mi u tin. Duryea gii thiu xe t u tin, Hurlay bn ra my git u tin. Tt c u khng tn ti. Nh vy l c g sai tri vi lut dn u bn chng 1 hay sao? Khng phi vy nhng lut v tr nh sa i n. Hy v tr u tin trong tr nh ca khch hng hn l v tr u tin ca th trng. v tr u tin trn th trng ch l kt qa ca vic xm nhp vo tr nh trc tin.

V d, IBM khng phi l cng ty u tin trn th trng vi loi my vi tnh ln c cng sut cao. Cng ty Remington Rand l cng ty u tin trn th trng vi my UNIVAC. Nhng mt c gng tip th tng hp khin IBM chim v tr th nht trong tr nh khch hng v ginh thng li.

Lut v tr nh tip theo sau lut v nhn thc (Law of perception). Nu tip th l trn chin ca nhn thc, khng phi ca sn phm th tr nh ng vai tr quyt nh i vi th trng.

Mi nm c hng ngn doanh nhn tht bi v vi phm lut ny. Mt vi ngi c tng hay quan nim m h tin l s (hoc c th) cch mng ha mt nn cng nghip. Vn l lm sao a quan im hay t tng ny vo tm tr ca cc khch hng tng lai.

Gii php c tnh c l ca vn l tin bc. l ngun to ra cc sn phm hay dch v, cng vi ti nguyn, t chc cc cuc hp bo, tham d trin lm thng mi, qung co v cc chng trnh tip th bng th tn trc tip. (Chng 22: lut v tim nng). Khng may, vic ny a n mt nhn thc l mu cht ca tip th u nh nhau: tin bc. iu ny khng ng s tht. Tin bc b lng ph cho tip th nhiu hn bt c hot ng no khc ca con ngi (d nhin l ngoi tr cc hot ng ca chnh quyn).

Bn khng th no thay i c mt ngh thnh hnh trong tm tr. N cng nh ng u vi chin ly ca qun th.

Cng ty Wang l cng ty u tin v nhng b phn x l vn bn, nhng th gii b xa loi my ny v tin n my tnh in t. Cng ty Wang khng p ng c chuyn bin ny. Thay v u t hng triu USD vo cng vic pht trin my vi tnh c nhn v my vi tnh loi nh th Wang li theo ui cng vic ca mt cng ty ch to b phn x l vn bn.

Xerox l cng ty v my photocopy u tin v ri li c gng lao vo kinh doanh my vi tnh. Hai mi lm nm sau , d tiu tn 2 t USD nhng Xerox vn khng i c ti u trong lnh vc my vi tnh.

Bn mun thay i mt t no trn my vi tnh, ch cn nh chng ln (overwrite) hoc xa (delete) i m thi. Bn mun thay i mt tm tr th qun chuyn i. Mt khi ngh c hnh thnh, rt him c th thay i hay c th ni l khng th thay i c. Trong tip th, bn s ph sc khi c cng thay i mt nhn thc c hnh thnh trong tm tr khch hng.

iu ni ln b mt ca mt quan nim c th hin ra chp nhong trong u ca con ngi. Hm nay, bn cha h nghe ni n mt ngi. Ngy mai, ngi tr nn ni ting. Ci cm gic chp mt ny khng phi l mt hin tng bt thng.Nu bn mun to ra mt n tng su sc cho mt ngi no , bn khng th lch vo trong tm tr h v ri t t to ra mt quan nim thun li theo thi gian. Tm tr khng hot ng theo cch y. Bn phi nhy b vo tm tr.

L do bn phi nhy b vo thay v lun lch bi l ngi ta khng thch thay i suy ngh ca mnh. Mt khi h c n tng nh th no th n l nh vy. H ngh bn l loi ngi nh th no th ghi vo tm tr. Bn khng th tr thnh mt ngi khc trong tm tr cu h.

Mt trong nhng b quyt ca tip th l vai tr ca tin bc. C lc, vi mt t -la c th to ra mt php l. Ngy k tip, hng triu -la cng khng th cu vn mt cng ty ang xung dc. Khi c mt ci u tt, d vi mt t tin bn cng tin tht xa. Hng Apple bay cao trong lnh vc vi tnh vi 91.000 USD ng gp ca Mike Markkula.Tn Apple lt vo tm tr khch hng bi v l mt ci tn gin d v d nh. Mt khc, cc i th ca Apple li c cc tn phc tp, kh nh. u tin, c nm hng my tnh c nhn cng lao vo mt lc: Apple II, Commodore Pet, IMSAI 8080, MITS Altair 8800 v Radio Shack TRS-80. Bn hy t hi ci tn no n gin v d nh nht?

4.Lut v nhn thc

Tip th khng phi l cuc chin ca sn phm. l cuc chin ca cc nhn thc.

Nhiu ngi ngh tip th l cuc chin ca cc sn phm. V lu di, h d tnh sn phm tt nht s chin thng.

Tm tr ca cc nh tip th b trn ngp trc vi cng vic nghin cu v thu thp cc s kin. H phn tch sao cho s tht ng v pha h, ri tuyn b mt cch t tin trn u trng tip th rng h c sn phm tt nht v khng nh sn phm tt nht s thng.

l mt o tng. Khng c thc t khch quan. Khng c nhng s kin. Khng c nhng sn phm tt nht. Tt c hin hu trong th gii tip th l nhng nhn thc trong tm tr khch hng. Ch c nhn thc l thc ti cn mi th khc u l o tng.Tt c s tht u c tnh tng i. Tng i vi tm tr ca bn hay tm tr ca ngi khc. Khi bn ni: ti ng cn ngi kia sai, thc ra l bn mun ni mnh nhn thc hay hn ngi no .

Hu ht mi ngi u cho rng mnh nhn thc hay hn ngi khc. H c cm gic ca mt s hon ho mang tnh ch quan. Nhn thc ca h lun chnh xc hn ngi lng ging hay bn b. S tht v nhn thc tr nn hp nht trong tm tr, khng c s khc bit gia hai iu .

l iu kh nhn thy. ng u vi thc ti ph phng l s c n trong v tr, ngi ta t tch mnh ra khi th gii. H sng trong mt u trng ca sch v, in nh, truyn hnh, bo ch. H thuc v cc cu lc b, cc t chc, hi on. Bc ha bn ngoi ca th gii hnh nh tht hn l thc ti bn trong tm tr h.Ngi ta bm vu vo s tin tng rng thc ti l th gii bn ngoi ca tr tu v c nhn l mt ht bi ca v tr. Thc t ngc li. Ch c mt thc ti bn c th chc chn tin vo, l nhn thc ring ca bn. Nu v tr hin hu, n hin hu bn trong tm tr ca chnh bn v tm tr ca nhng ngi khc. l thc ti m cc chng trnh tip th phi ng u.

C th c thc cc i dng, sng ngi, thnh ph v nh ni , nhng chng c cch no cho chng ta bit cc vt ny ngoi tr thng qua nhn thc ring ca chng ta. Tip th l mt s vn dng cc nhn thc ny.

Hu ht cc sai lm v tip th bt ngun t gi thuyt l bn ang chin u trong mt trn chin ca cc sn phm. Tt c nhng iu lut trong cun sch ny li rt ra t nhng quan im ngc li.

Mt s nh tip th kho st nhng qui lut tip th t nhin da vo mt lp lun sai lm: sn phm chnh l trung tm ca cc chng trnh tip th v ri bn s thng hay thua da vo sn phm. chnh l l do ti sao ng li tip th t nhin ca mt s sn phm (tng c coi l hp l) lun b sai lm.

Ch c cch nghin cu cch nhn thc c hnh thnh ra sao trong tm tr v t trong tm cc chng trnh tip th ca bn trn cc nhn thc ny bn mi c th vt qua cc sai lm cn bn ca bn nng tip th.

Mi ngi trong chng ta (nh sn xut, phn phi, i l, khch hng) u nhn th gii qua mt cp mt. Nu c mt s tht khch quan , lm th no chng ta bit c? Ai s ni cho chng ta bit? Ch c th l do mt ngi no khc nhn cng mt cnh tng qua mt cp mt khc m thi.

S tht khng hn khng km ch l nhn thc ca mt chuyn gia. M ai l chuyn gia? l nhng ngi c ngi khc cng nhn h l nhng chuyn gia.Nu s tht l o nh nh vy ti sao c qa nhiu bn ci trong tip th gi l nhng s kin? Ti sao c nhiu quyt nh tip th da trn vic so snh nhng s kin? Ti sao nhiu nh tip th coi s tht ng v pha h, rng cc cng vic ca h l s dng s tht nh l v kh sa cha nhng sai lm hin hu trong tm tr ca khch hng.Cc nh tip th tin tng vo cc s kin bi v h tin tng vo thc ti khch quan. N cng tht d dng cc nh tip th cho rng s tht v pha h. Nu bn ngh l bn cn sn phm tt nht thng trong trn chin tip th, th bn s d dng tin l mnh c sn phm tt nht. Tt c ch i hi bn mt s sa i nh trong nhn thc ca chnh bn.

Thay i tm tr ca khch hng li l vn khc. Tm tr ca khch hng rt kh thay i. Vi mt cht kinh nghim v mt loi sn phm, ngi tiu dng cho rng h ng. Mt nhn thc hin hu trong tm tr thng c din gii nh l mt s tht chung. Ngi ta ngh him khi no, nu khng mun ni l khng khi no h sai lm, t nht l trong tm tr ca h.

Tht d dng nhn thy sc mnh ca nhn thc qua sn phm khi nhng sn phm c tch bit nhau. V d: Toyota, Honda v Nissan l 3 hng xe ln nht nhy vo th trng M. Hu ht cc nh tip th cho rng cuc chin gia ba nhn hiu c cn c vo phm cht, mu m kiu dng, cng sut v gi c. Khng ng nh vy. Ci g m ngi ta ngh v xe Honda, Toyota v Nissan th ngh quyt nh nhn hiu no s thng. Tip th l mt cuc chin ca nhn thc.

Cc nh sn xut xe t Nht Bn bn ra cng mt loi xe ti M cng nh ti Nht. Nu tip th l cuc chin ca sn phm, th th t doanh s bn ra ti hai quc gia phi ging nhau, v cng phm cht, cng mu m, cng cng sut, cng gi c th ti M v Nht bn ra phi nh nhau. Th nhng, Nht, xe Honda cn lu mi ti gn c hng xe dn u. Xe Honda ng hng ba sau xe Toyota v Nissan. Hng Toyota bn ra gp bn ln xe Honda bn ra ti Nht.

Nh vy iu g khc bit gia xe Honda bn ra ti Nht v xe Honda bn ra ti M? Sn phm nh nhau, nhng nhn thc trong tm tr khch hng khc nhau.Nu bn ni vi bn b New York rng bn mi mua mt xe Honda, h c th s hi bn: Anh mua kiu no? Mt chic Civic, mt chic Accord? Hay l mt chic Prelude? Nhng khi bn khoe vi bn b Tokyo l bn mi mua mt xe Honda, cc bn Nht s hi: Anh mua loi xe gn my kiu g vy?. Nht, Honda i vo tm tr khch hng nh l mt hng sn xut xe gn my, v hnh nh hu ht ngi ta khng mun mua mt chic xe hi do mt nh sn xut xe gn my lm ra.Mt tnh hung ngc li, liu Harley- Davidson c thnh cng khng nu h tung ra mt chic xe hi hiu Harley- Davidson? Bn ngh c th lm, n cn ty thuc vo chic xe: phm cht, kiu dng, cng sut my, gi c. Ngay c khi bn tin rng Harley- Davidson c ting v lm ra sn phm tt, th cu tr li vn l khng. Ngi ta nhn thc v Harley- Davidson nh l mt hng sn xut xe mt, iu ny s lm gim gi tr xe hi Harley- Davidson khng cn bit sn phm tt ra sao (chng 12: lut m rng).Ti sao hng sp Campbell ng th nht M m khng lm nn tr trng g Anh? Ti sao sp hiu Heinz ng u Anh m li tht bi thm hi M? Tip th l trn chin ca nhn thc, ch khng phi ca sn phm. Tip th l qa trnh gii quyt cc nhn thc ny.

Nhiu nh kinh doanh thc ung tin rng tip th l chin tranh mi v. Tt lm, Coke mi (new Coke) ng u v mi v (hng Coca- Cola th nghim 200.000 ln v mi v, cuc th nghim cho thy New Coke c mi v ngon hn Pepsi- Cola v Pepsi c mi v ngon hn Coca- Cola nguyn thy).

Nhng ai l ngi thng cuc chin tip th ny? Thc ung c coi l c v ngon nht trong th nghim l New Coke li ng hng ba. Thc ung ngon th ba trong th nghim la Coca- Cola nguyn thy li ng hng nht.

Bn hy tin tng vo ci g m bn mun tin. Bn hy nm nhng g m bn mun nm. Tip th nc gii kht l cuc chin ca nhn thc, khng phi l cuc chin ca mi v.Cuc chin cng kh khn hn khi khch hng thng quyt nh mua hng da trn nhng nhn thc c. Hoc thay v da vo chnh nhn nh ca h, khch hng li quyt nh da vo nhn thc tht t ca ngi no . y l nguyn tc everybody knows (mi ngi u bit).

Mi ngi u bit l xe Nht c phm cht cao hn xe M. Nh vy, ngi ta quyt nh mua xe da trn s kin l mi ngi u bit xe Nht c phm cht cao hn. Khi ngi mua hng c hi l c kinh nghim ring ca h v sn phm khng, hu ht mi ngi u ni l khng c. V nu c th kinh nghim c nhn ca h cng b b cong cho hp vi nhn thc ca h.

Nu bn mua phi mt chic xe Nht khng tt, h coi bn l xui xo, bi v tt c mi ngi u ngh rng xe Nht c ch to vi phm cht cao. Ngc li, nu bn c mt xe M tt, bn c coi l may mn, bi v tt c mi ngi u cho rng xe M km phm cht.

Tt c mi ngi u bit xe Audi c vn trc trc. Ngy 23/11/1986, hng thng tn v truyn hnh CBS pht i trong chng trnh 60 pht cu chuyn mt s iu khin, phng s ny lu mi ngi v mt s li phn nn ca ngi tiu dng v s gia tng tc khng kim sot c ca xe Audi. S lng xe Audi bn ra ti M st gim ti mc t 60.000 xe trong nm 1986 xung cn 12.000 xe nm 1991. Nhng bn thn bn gp vn g v s gia tng tc khng kim sot c ca xe Audi cha? Hu nh l khng. Mi chuyn gia v xe t khng tm thy vn b phn nn ny. Tuy vy, nhn thc vn tip tc ko di.

Mi y hng Audi tung ra mt qung co nhm so snh xe ca h vi hai loi xe tng t ca Mercedes Benz v BMW. Theo qung co, cc chuyn gia v xe t ca c xp hng xe Audi trn c Mercedes v BMW. Bn c tin iu khng? C l l khng. iu c tht khng? Khng thnh vn . Vy tip th khng phi l trn chin ca sn phm. l trn chin ca nhn thc.5. Lut v trng tm:

Khi nim mnh m nht trong tip th l lm ch c mt t c trong tm tr khch hng.

Mt cng ty c th thnh cng vt bc nu cng ty tm cch lm ch mt t no trong tm tr khch hng. Khng phi l mt t phc tp, khng phi sng to ra t . Nhng t n gin l tt nht, thng c trong t in.

y l lut v trng tm (law of focus). Bn rt ngn ng i vo tm tr khch hng bng cch thu nh im hi t thnh mt t n hay mt khi nim. l s hy sinh cn bn trong tip th.

Hng Federal Express a c t overnight vo tm tr khch hng ca h bi v hng hy sinh cc dch v khc v ch tp trung vo dch v giao nhn hng trong mt m m thi (overnight package delivery).

Trong mt chng mc no , v tr dn u hay v tr tt hn to iu kin nhn hiu hay cng ty dn u lm ch mt t trong tm tr khch hng. Nhng t m cng ty dn u lm ch phi tht n gin n mc nh l v hnh.Hng dn u c th lm ch mt t i din cho c chng loi (category). V d: hng IBM lm ch t computer. y cng l mt cch ni khc i v vic mt nhn hiu tr thnh tn gi chung cho c chng loi Chng ti cn mt my IBM, c ai nghi ng khng phi l mt my vi tnh hay khng?

Bn c th nh gi c v tr c khng nh ca nhng ngi dn u qua vic kt hp nhng t ng. Nu cc t cho trc l computer, copier, chocolate bar v cola c a ra, th bn t thch hp nht s l IBM, Xeror, Hersheys v Coke.Mt ngi dn u khn ngoan s tin thm mt bc cng c v tr dn u ca mnh. Cng ty Heinz l ch t ketchup (tng c chua) nhng n n lc c lp: iu quan trng nht ca ketchup l ketchup c nht ca min Ty (slowest ketchup in the West). Ch cn lm ch c t slow thi, Heinz duy tr c s kim sot 50% th trng.

Nu bn khng phi l ngi dn u th t ca bn nn thu hp trng tm. Tuy nhin, quan trng hn na t ca bn phi c ngay trong chng loi sn phm, khng ai c th giu n c.

Bn khng cn phi l mt nh ngn ng hc uyn thm mi c th t c thng li. Prego thng hng dn u Ragu v st m ng (spaghetti sauce) v chim 27% th trng nh mt kin vay mn t hng Heinz, t ca hng Prego l thicker (c hn).Nhng t hiu qa nht l nhng t n gin v c khuynh hng ni v li ch. Khng cn bit sn phm phc tp ra sao, khng cn bit nhu cu th trng th no, tt nht l lun t trng tm vo mt t hay li ch ca khch hng, hn l hai, ba hoc bn t.Vic ny s t kt qa to ln hn nu bn a ra mt li ch mnh m, khch hng c th cho bn bit mt s li ch khc na. Mt st m ng c hn (thicker) ni ln phm cht tt, gi tr dinh dng cao

Mt xe hi c thit k an ton hn ni ln xe c thit k v my mc tt hn (a safer car). Khng bit c phi l kt qu ca mt qa trnh c cn nhc k hay khng, m hu ht cc cng ty (hay nhn hiu) thnh cng l nhng cng ty lm ch mt t c trong tm tr ngi tiu dng, (mt vi t nh Volkswagens fahrvergnugen khng ng lm ch). Sau y l mt vi v d:Kem nh rng Crest CavitiesXe t Mescedes EngineeringXe t Volvo SafetyXe t BMW DrivingBnh pizza Dominos Home deliveryNc ung Pepsi Cola YouthHng Nordstrom ServiceCc t u khc nhau. N c th lin h ti li ch (ngn nga su rng- cavity prevention), lin h ti dch v (giao hng tn nh- home delivery).Mc d chng ta bit rng nhng t lun ng tr trong u khch hng, nhng khng phi n tn ti mi mi. Cng c lc cn thay i cc t. chng phi l cng vic d dng. Cu chuyn va mi y ca Lotus Development Corporation l mt minh chng r bn cht ca vn ny.

T nhiu nm qua, hng Lotus lm ch t spreadsheet. Lotus ng ngha vi 1-2-3 v spreadsheet . Nhng t spreadsheet b cnh tranh, v trin vng pht trin b gii hn. Cng ging nh cc cng ty khc, Lotus mun ln mnh hn. Lm th no cng ty vt qua c mnh, m ch vn l hng kinh doanh mt loi sn phm?p s c tnh quy c l bnh trng ra mi hng nh IBM v Microsoft lm. Lotus ni rng vic mua phn mm ca hng Ami Pro v gii thiu mt s phn mm mi. Sau Lotus chn chnh li t chc v t trng tm vo mt khi nim mi c gi l groupware, sn phm phn mm dnh cho mng vi tnh c nhn.Lotus l cng ty phn mm u tin pht trin thnh cng groupware. Cng ty t nhin lm ch mt t th hai trong tm tr khch hng.Khng ging nh Microsoft, Lotus ngy nay c mt mc tiu cho cng ty. Cng vic ny khng phi trong mt m, m l mt cng vic khuch trng lu di trong lnh vc phn mm.Nhng g m t overnight gip cho Federal Express v t Safety gip cho Volvo th groupware cng s lm cho Lotus.

Bn khng th ly t ca ngi khc. Thnh cng ca Lotus l t groupware, cha c cng ty no lm ch n. Hn th na, c mt cng ngh rng ln hng v vi tnh ni mng (network computers). Hn phn na s my vi tnh ca gii kinh doanh c ni mng. C c mt tp ch mi c gi l network computing.

Nhiu cng ty nhn thy li ch ca vic lm ch mt t hay mt khi nim, nhng h li bt cn khng c l ngi u tin lm ch t .Vic khng nn lm trong tip th l b i nhng t l ca ring mnh v chy theo mt t thuc v ngi khc.

y l trng hp ca Atari, cng ty lm ch t video game. V cng cuc kinh doanh sa st vo nm 1982, cng ty i qua hng i mi. H mun Atari ng ngha vi computers. Tng gim c James Morgan tuyn b: Atari c sc mnh ca mt ci tn nhng ng thi biu l s yu km. N ng ngha vi video games- Atari phi nh r li hnh nh ca n vi sn phm in t.

Khng may cho chin lc ca ng Morgan, cc cng ty khc k c Apple v IBM lm ch nhng t m ng theo ui. S a dng ca Atari l mt thm ha. Nhng s tr tru c thc l vo nm 1986 mt cng ty ly li khi nim m Atari vt b. l cng ty Nintendo, hin nay kim sot 75% th trng ng gi hng t la. By gi ai bit c Atari u?

iu thit yu ca tip th l thu hp mc tiu li. Bn tr nn mnh hn khi gim bt phm vi hot ng. Bn khng th ng vng khi bn ui theo sau mi th.Mt vi cng ty chp nhn s thu hp mc tiu v c gng hon thin chin lc ny Chng ti t trng tm vo phm cht cho th trng. Chng ti khng d phn vo th trng, t nng vo gi c.

Vn l khch hng khng tin vo bn cho n khi no h thy bn ch hn ch cng vic kinh doanh vo cc sn phm c ga tr cao m thi, nh Mescedes Benz hay BMW.General Motors c gng bn sn phm, cht lng ca sn phm ty thuc vo gi cPutting quality on the road l khu hiu mi nht ca cng ty. Mi mt sn phm ca General Motor u c cc t Mark of Excellence (du hiu tuyt ho). Bn on xem Ford ang lm g? H lm ging vy Quality is Job 1 (phm cht l vic u tin), qung co ca hng Ford ni nh vy.

Ch tch ca hng Chrysler l ng Lee Iacocca tuyn b: Chng ti khng mun l ln nht, chng ti ch mun l tt nht (We dont want to be biggest, We just want to be the best). C ai tin l Iacocca khng mun mnh l ln nht khng?y l nhng cht liu to ln bn trong cng ty. Ton th phm cht, con ng i n s v i. N l nhng khu hiu tuyt vi ti i hi khch hng, c bit l khi cng thm vi gin nhc, hoa v khiu v. Nhng pha ngoi cng ty, cc li nhn gi ny ri rng l t. C cng ty no t nhn mnh l cng ty khng c phm cht khng? Khng khi no. Mi ngi u ni mnh c phm cht, kt qa l khng ai c ht.Bn khng th thu hp trng tm vi phm cht hay cc m khng c nhng bnh vc cho quan im ngc li. Bn cng khng th t v tr ca bn nh l mt nh chnh tr lng thin, bi v khng c ai mun chn v tr ngc li (d rng c rt nhiu ng vin sng gi).

Tuy nhin, bn c th t mnh vo mt v tr nh mt ng vin thin v kinh doanh hay mt ng vin v th gii lao ng, v s c chp nhn ngay v c s ng h cho phe khc.Khi bn t trng tm vo vic khuch trng t ng ca bn hy gt cc lut s ra ngoi. H mun ng k nhn hiu tt c mi th. Mu mo ny l ngi khc s dng t ca mnh (l ngi dn u th tt nhin phi c nhng ngi i theo). Tht hu ch cho Lotus khi c nhng cng ty khc nhy vo kinh doanh groupware. Vic lm cho lnh vc ny quan trng hn vo ngi ta cng khm phc v tr dn u ca Lotus.Mt khi bn s hu mt t bn phi xng ra bo v n trn th trng, trng hp ca BMW minh ha vic ny rt hay. T nhiu nm, hng BMW l c my li tt nht (ultimate driving machine). Ri th cng ty quyt nh m rng dy chuyn sn phm v rt ui theo Mescedes- Benz vi xe du lch c ln s-ri 700. Vn l ch lm th no c mt cn phng khch (a living room) c bnh xe li l mt c my li tt nht c, bn chng th no cm nhn mt ng. Kt qa l mi th bt u tut dc cho BMW. May thay, hng va gii thiu mt loi xe BMW nh, v mt ln na t li (driving) li c nhn mnh. Cng ty khi phc li trng tm ca h.Lut v trng tm p dng cho bt c ci g m bn bn ra. V d nh ma ty, chin dch v chng ma ty c tuyn truyn rm r trn truyn hnh v bo ch b tht bi v thiu trng tm. Khng c t no lt vo c tm tr nhng ngi dng ma ty m c th bt u ni v khi nim ma ty. Qung co chng ma ty cng khp mi ni.Bn c th ngh rng nhng lc lng chng ma ty (nhng nh chuyn nghip) nn bt chc cc tay ti t chng vic ph thai t trng tm vo mt t mnh m duy nht- ng h i sng v ng h s la chn.

Cc lc lng chng ma ty nn lm ging nh vy- t trng tm vo mt t mnh m duy nht. Vic cn thit l lm sao ma ty cng b x hi t chi nh l khng chp nhn thuc l by gi vy.

Mt t c th lm c vai tr c nht ny l t loser (ngi thua cuc, tht bi). Ngi dng ma ty s to ra mi mt mt, thua thit (all kinds of losses) mt vic, mt gia nh, mt t do, mt i sng. Mt chng trnh m ni Ma ty ch dnh cho ngi thua cuc c th s to nh hng su m, c bit l vi nhng ngi nghin, hay dng ma ty gii tr, l nhng ngi quan tm ti a v x hi hn l chm m trong cn say.Khi , bit u. Lut trng tm, mt lut ca tip th, c th gip hn ch mt t nn ln ca x hi.6. Lut c quyn.

Hai cng ty khng th no lm ch cng mt t trong tm tr khch hng.

Nu mt i th lm ch mt t hay chim mt v tr trong tm tr khch hng ri th tht l v ch khi c cng lm ch t . Nh nu chng 5. Volvo lm ch t safely. Nhiu hng t khc trong c c Mercedes-Benz v General Motors cng c gng vn dng t safely kim li trn th trng. Nhng khng mt ai ngoi tr Volvo l ngi thnh cng trong vic a t ny vo tm tr khch hng.Cu chuyn v Atari l mt minh chng cho s nhc cng khi hng toan tnh tham gia vo vic sn xut my vi tnh c nhn dng ti nh (home computer). chng i li nhng i th chun b v phng th vng chc, hnh ng thay i tn gi game computer c th kh d chp nhn c v c li th ch c mi ngi nhn thc l Atari sng to ra tr chi in t (computer games), nhng ch c vy thi. Th trng my vi tnh dng ti nh (home computer) thuc v Apple, Commodore v cc hng khc.

Mc cho nhng tht bi thm hi c k ra, nhiu cng ty tip tc vi phm lut c quyn. Bn khng th no thay i c ngh ca ngi ta mt khi n hnh thnh. Bn ch lm cho v tr ca i th c vng chc hn m thi.Federal Express b t overnight v c gng ly t worldwide (ton th gii) ca DHL. Overnight Letter c in trn bao b ca Federal Express trc y, nay bn li thy in cc t FedEx Letter thay vo ch . Qung co ca hng trc y l cu: Chc chn phi ti ni trong mt m (overnight) th mi y, t worldwide xut hin trn qung co ca Federal Express thay vo ch .

S kin ny t ra cu hi quan trng: Federal Express tng lm ch t worldwide cha? C th ni l khng bao gi. Mt ai lm ch t ny mt ri, l DHL Worldwide Express. Khi nim ca h l Nhanh hn na trn th gii. thnh cng, Federal Express phi tm cch thu hp trng tm chng li DHL. Cng ty khng th lm c bng cch c gng lm ch mt t vn thuc v DHL trong tm tr khch hng.Li mt v d khc v s cng gng nhm n vic lm ch t ng thuc v ngi khc. Hng pin Energizer c gng ly khi nim long-lasting (bn lu) ca pin Duracell. Mc cho nhng c gng ca hng Eveready, Duracell vn s nm chc t long-lasting. Hng Duracell i trc vo tm tr khch hng bng t long-lasting. Ngay c phn tn Dura cng ni ln c s lu bn.

Ci c gi l cng cuc nghin cu tr thnh ci by dn n s sai lm ca cc nh tip th.

Mt o qun nhng nh nghin cu c tuyn dng, cc nhm nghin cu v trng tm c ch o, cc bn thm d kin khch hng (bn cu hi in sn) c lp ra, v mt bn bo co nng 2 kilogam gm mt bn k khai cc c mun v sn phm v dch v c gn cho l ca ngi tiu dng.

Nu tht s l nhng g khch hng mun th mnh phi a cho h.Vn ln nht m ngi tiu dng thng gp phi khi s dng pin l g? N khng cn dng c vo nhng lc cn thit nht. Vy ngi ta i hi iu g loi pin s mt? L d nhin l s lu bn, l ci m mnh phi qung co. ng khng? ng tic, khng ng nh vy.

S kin m cc nh nghin cu chng bao gi cho bn bit l c mt cng ty khc lm ch tng ri. Cc nh nghin cu ny ch mun khuyn khch khch hng ca h (tc l bn) gia tng s lng cc chng trnh tip th. L thuyt cho rng nu bn chi tin, bn s lm ch tng. ng khng? Sai.

Cch y t nm, hng Burger King tut dc v chng bao gi hi phc li c na. Mt bn nghin cu v th trng cho bit rng: gp phn nhiu nht vo k ngh thc n nhanh (fast food) l t fast (nhanh). Khng c g ng ngc nhin c. V vy, Burger King lm iu m hu ht cc nh tip th c ting tm lm, h tm ti vn phng qung co v ni: Nu th gii mun nhanh, qung co ca chng ti phi ni vi h rng chng ti nhanh.

Ci m cc nh nghin cu b qua l McDonalds c nhn thc l hng bn hamburger (bnh kp tht) nhanh nht nc M. T fast thuc v McDonalds. Khng nn lng v vic ny, Burger King pht ng chin dch ca h vi khu hiu Thc n ngon nht trong thi gian ngn (Best food for fast times). Chng trnh nhanh chng tr thnh mt thm ha. Vn phng qung co, ban gim c b sa thi, cng ty phi bn i v s xung dc vn tn ti. Nhiu ngi phi tr mt gi qa t v vi phm lut c quyn.

7. Lut bc thang.Chin lc p dng ty thuc vo bc thang bn ng.

Trong khi mc tiu tip th chnh ca bn l chim v tr u tin trong tm tr ca khch hng, bn vn khng thua trong cuc chin nu c gng ca bn cha thnh cng. C nhng chin lc c p dng khi nhn hiu ca bn v tr th hai v th ba.Tt c cc sn phm u khng c to ra ngang bng nhau. C mt h thng th t trong u c ca khch hng m h dng n khi quyt nh.

Trong mi mt lnh vc c mt thang sn phm, trn mi bc thang l tn mt nhn hiu. Hy ni v dch v cho thu xe t. Cng ty Hertz lt vo tm tr ngi tiu dng v c v tr trn cng ca thang. Avis l hng chim v tr th hai v Natinal bc th ba.Chin lc tip th ca bn phi ty thuc vo vic bn xm nhp vo tr nh khch hng khi no v h qa l bn ang bc thang no. L d nhin l bc thang cng cao cng tt.

V d, trong nhiu nm Avis qung co v cht lng cao ca dch v cho thu xe t. Finest in rent-a-cars (cht lng tt nht trong vic cho thu xe) l mt trong nhng cu qung co ca hng.

Khch hng nhn vo v sng st, lm th no h c c dch v vi cht lng tt nht m h li khng ng u trong h thng thang xp loi ca mnh nh?Ri th Avis lm mt vic cn phi lm nu mun tin ln trong tm tr khch hng. Avis tha nhn v tr ca h trn thang sn phm. Avis ch l hng th hai v dch v cho thu xe t. Vy ti sao qi v li n vi chng ti? V rng chng ti c gng hn. Trong 13 nm lin, hng Avis mt tin. V ri khi h tha nhn v tr th hai ca h, h bt u c tin, rt nhiu tin.

t lu sau, Avis c bn li cho ITT, cng ty ny lin h lnh qung co: Avis ang tin ln v tr th nht (Avis is going to be No.1).

Khch hng ngh: Khng, h khng phi s mt. H khng bc thang trn cng trong tm tr ti. V kt qa l khch hng nhc in thoi gi cng ty Hertz mi khi cn thu xe. Chin lc vn ng lin tr thnh mt thm ha.

Nhiu nh tip th khng n cu chuyn ca Avis. H cho rng cng ty thnh cng v n c gng hn (v d c dch v tt hn). Nhng rt cuc khng phi vy. Avis thnh cng l v n t lin h vi v tr th nht ca Hertz trong tm tr khch hng.Nhiu nh tip th phm li ging nh Avis lm. Va mi y trng i hc Adelphi ca thnh ph Garden- Long Island t so snh mnh vi i hc Harvard. Cc hc sinh va tt nghip trung hc ni: i mt pht, i hc Adelphi u c nm trong u mnh u. V i hc Adelphi khng thnh cng trong vic thu ht cc sinh vin xut sc.S la chn trong u rt quan trng. Khch hng s dng thanh nh gi tr ring ca h quyt nh cc thng tin no chp nhn c v thng tin no phi loi b. Ni mt cch khc, khch hng ch chp nhn cc thng tin mi nu n ph hp vi thang nh gi tr c sn trong u h. Mi th khc u b chi b.Khi Chrysler so snh xe ca h vi xe t Honda, rt t ai chu i xe Preludes hay Accords ly Plymouths hoc Dodges. Cu qung co ca Chrysler: So snh mt chic Dodge c vi mt chic Honda Accords mi hnh nh thy c mt cht l bch cho n khi thy kt qa. Theo qung co, qua 100 khch hng c phng vn khi so snh mt xe Dodge c chy trn 100.000 km vi mt xe Honda mi. a s (58%) chn xe Dodge.

L bch (Nhng cha chc l khng ng).

Th cn ci thang sn phm trong tm tr khch hng th sao? C bao nhiu bc trn thang? cn ty thuc vo sn phm c quan tm nhiu hay t. Cc sn phm dng hng ngy (thuc l, bia, nc ngt, kem nh rng, thc n sng) l nhng sn phm c quan tm nhiu v c nhiu nc thang trn gi tr ca khch hng. Cc sn phm khng c mua sm thng xuyn (bn gh, c, my ct c, vali ng hnh l) thng c t nc thang trn thang gi tr.

Nhng sn phm lin quan n s hnh din c nhn (xe t, ng h eo tay, my nh) cng l nhng sn phm c quan tm nhiu ti thang gi tr c nhiu nc mc d khng c mua sm thng xuyn.

Cc sn phm khng c mua sm thng xuyn v lin quan n mt kinh nghim khng c hi lng thng c t nc thang trong nh gi ca khch hng. Bnh in xe t, v xe v bo him nhn mng l ba v d.

Sn phm lin quan n vic khng thch th cht no v ch c mua mt ln cho c i th chng c nc thang no trong nh gi. Bn bao gi nghe n tn tri hm Batesville (sn phm ca hng l quan ti) cha? Chc l cha, d rng cng ty ny chim trn 50% th trng.

C mt s lin quan gia vic phn chia th trng vi v tr sn phm ca bn trn thang nh gi ca khch hng. Bn thng c gp i phn chia th trng so vi nhn hiu ng nc thang di bn v ch chim c mt na th phn ca nhn hiu ng bc thang trn bn.

V d, Acura ng u v loi xe du lch hng sang ca Nht, Lexus ng th hai v Infiniti ng th ba. Nm va qua, Acura bn ra c 143.708 chic M, Lexus bn c 71.206 xe, v Infiniti bn 34.980 ci. Lin h gia ba hiu xe ng theo tnh ton 4-2-1. Trn chin (gia Acura- Lexus- Infiniti) ch mi giai on u, cc xe cn mi m, c d lun v bo ch a thch nhiu. V lu di, khi sn phm khng cn kch thch na th hin tng khch s xy ra. (Xem chng k tip: Lut tay i).Cc nh tip th thng ni v ba nhn hiu dn u trong chng loi nh l mt trn chin cng bng. Hu nh khng bao gi nh vy. Nhn hiu dn u khng th trnh c s ch ng nhn hiu th hai; v nhn hiu th hai khng th trnh c lm ngt th nhn hiu th ba.

V thc n cho tr em l cc nhn hiu Gerber, Beech-Nut v heinz. V bia l Budweiser, Miller v Coors. V dch v in thoi ng di l AT&T, MCI v Sprint.Con s ti a cc bc thang l g? Hnh nh l nguyn tc s 7 trong tm tr khch hng. Hi mt s ngi k ra tt c cc nhn hiu ca mt chng loi h nh c. Rt him ai nh qu 7 nhn hiu, ngay c l nhng sn phm c ch nhiu nht.Theo mt nh tm l hc ca i hc Harvard, bc s George A. Miller, mt b c trung bnh khng th lm vic c vi hn 7 n v mt lc. l l do ti sao con s 7 l con s thng dng ghi nh. in thoi c 7 s, 7 k quan th gii, chi bi x t (ph) vi 7 l, Bch Tuyt v 7 ch ln, v li c 7 loi triu chng nguy him ca ung th.i khi thang ca bn hay loi sn phm ca bn qa nh. L con c nh trong ci ao ln hn l con c ln trong ci ao nh. Ni cch khc, i lc tt hn khi v tr th 3 trong ci thang to hn l v tr s 1 ca ci thang nh.

Nc thang trn cng ca ci thang nc soda chang do 7-Up chim, Sprite v tr th hai.Tuy nhin, trong cc loi ung khng c ru, ci thang Cola ln hn ci thang soda chanh nhiu, hu nh hai trong s ba ngi tiu th ung khng c ru ti M ung Cola. V vy hng 7-Up leo ln thang dnh cho Cola vi cuc vn ng tip th c gi l The uncola.

Ging nh tr i vi caf. 7-Up tr thnh th thay th cho nc ung Cola. V doanh s 7-Up leo ln ch th ba v ung khng c ru bn ra M.Tht bt hnh, nhng nm va qua, 7-Up tut mt v tr th ba v vi phm mt s lut s c bn n sau (Chng 12: Lut m rng).

Ci thang nh gi l mt so snh n gin nhng c hiu qa rt ln gip bn gii quyt nhng vn khng hong trong tip th. Trc khi bt u bt c chng trnh tip th no, bn hy t hi cc cu hi sau: Chng ta v tr no trn ci thang nh gi trong tm tr khch hng? Nc trn cng hay nc th hai? (Hoc c th chng nc no c).Sau phi chc chn l chng trnh ca bn c thc hin mt cch thc t ty vo v tr ca bn trn ci thang.8. Lut tay i

V lu di, mi th trng l mt cuc ua ca hai con nga

Lc u, mi mt loi sn phm l mt ci thang vi nhiu nc, dn dn, ci thang nhiu nc tr thnh mt ci thang hai nc.

V pin, l Eveready v Duracell. V phim chp nh l Kodak v Fuji. V dch v cho thu xe t l Hertz v Avis. V nc sc ming l Listerine v Scope. V bnh m kp tht (hamburgers) l McDonalds v Burger King. V giy th thao v Nike v Reebok. V kem nh rng l Crest v Colgate.

Khi nhn mt cch lu di v tip th, bn s d dng nhn thy cuc chin thng tr thnh cuc cnh tranh gia hai i th chnh- thng l mt nhn hiu c ng tin cy v mt nhn hiu mi va ni ln.

Tr li nm 1969, c ba nhn hiu chnh ca mt sn phm. Nhn hiu ng u chim 60% th trng, nhn hiu ng th hai chim 25% v nhn hiu th ba chim 6%; phn cn li ca th trng thuc quyn kim sot ca nhng nhn hiu nh. Lut tay i cho rng s phn chia ca th trng ny khng bn vng, hn th na, lut ny cn d on l nhn hiu ng u s mt phn chia th trng v nhn hiu th hai s c thm phn chia.

Hai mi nm sau, nhn hiu ng u gim xung cn 45% th trng, nhn hiu ng th hai chim 40% v nhn hiu ng th ba cn 3%. l cc sn phm Coca-Cola, Pepsi-Cola v Royal Crown Cola. Nguyn tc ny p dng cho mi nhn hiu bt k ni no.

Hy nhn vo 3 hng in thoi ng di. AT&T c 65% th trng, MCI chim 17% v Sprint chim 10%. Ai s thng v bi trong cuc chin tranh in thoi? Trong tng lai khng th bit c (Chng 17: Lut khng th d on). Mt tay c cc c th t cc vo MCI. MCI thng c Sprint chim v tr th 2, nh vy MCI phi tr thnh i th mi ni ln thay th cho AT&T.

Sprint c th cm thy d chu v tr nc thang th ba. Chn phn trm nghe c v khng nhiu, nhng l 6 t -la doanh s hng nm. V th trng vn ang pht trin mt cch nhanh chng.

Tuy nhin, v lu di, Sprint c th gp phi rc ri nghim trng. Hy xem iu g xy n cho cng ty Royal Crown Cola. Tr li nm 1969, Royal Crown a mt lung sinh kh mi vo h thng i l ca hng, 350 c s ng chai, tuyn dng cu ch tch cng ty Rival Pet Foods v cc cu nhn vin ca c Coke ln Pepsi. Ngoi ra, hng qung co Wells, Rich, Greene- mt cng ty qung co tm c NewYork cng nhy vo cuc. Mary Wells Lawrence- lnh o ca hng qung co tuyn b: Chng ti xut hin kt liu Coke v Pepsi.

Kt cc ch c mt nhn hiu b th tiu, chnh l Royal Crown. Trong mt nn cng nghip trng thnh, v tr th ba l mt v tr y chng gai.Hy ly trng hp cng nghip t trong nc. Mc cho nhiu bin php y tnh cch anh hng ca ng Lee iacocca, hng Chrysler vn gp rc ri. V lu di, tip th l cuc chy ua ca hai chic xe.

V lnh vc tr chi in t (video games). Cui nhng nm 80, 75% th trng do Nintedo khng ch. Hai cng ty cng d cuc ua l hng Sega v NEC. Ngy nay hai cng ty Nintedo v Sega tranh nhau tng bc mt, v hng NEC tt li tt pha sau. V lu di, tip th vn l cuc chy ua ca hai i th.

Tuy vy, thi gian ca mi lnh vc c th khc nhau. Tr chi in t c th thy ngay sau hai hay ba thi v. Th trng in thoi ng di c th lu hn, hai hay ba thp nin. Ngnh hng khng cng vy. Hng American Airlines chim c 20% th trng, hng mi v pha trc v rt c th v l mt Coca-Cola trn bu tri. Mt cuc chin th v ca hai hng hng khng Delta v United, c hai u c c 18% th trng cho mi hng. Mt trong hai s ct cnh ging nh Pepsi; hng kia s phi gc u xung ging nh Royal Crown. V lu di, tip th l mt cuc chy ua gia hai hng my bay.Phi chng cc kt qa ny l tin nh? L d nhin khng phi vy. C nhng lut tip th khc cng c th nh hng n kt qa. Hn na, chng trnh tip th ca bn c th nh hng mnh m n doanh thu ca bn, vi gi thit l chng trnh ny ph hp vi lut tip th. Khi bn v th yu, th ba, ging nh hng Royal Crown, bn khng nn xng ra c gng tn cng hai i th mnh hn ang dn u. Vic cn lm l to ra mt ni tr n sinh li (Chng 5: Lut trng tm).

Hiu c tip th l cuc chy ua ca hai con nga, v lu di s gip cho bn hoch nh c chin lc trong ngn hn.

iu thng xy ra l khng khi no v tr s hai c thy mt cch r rt. Vic g xy ra bc k tip ty thuc vo s kho lo ca ngi trong cuc. Ly trng hp lnh vc my vi tnh xch tay (laptop computer). Hng Toshiba i trc vi 21% th trng. Nhng c n nm hng vo v tr s hai l Zenith, Compaq, NEC, Tandy v Sharp, mi hng chim t 8- 10% th trng. Tht thch th khi ngm nhn c su con nga ang tin vo khc quanh ch lt va hai con m thi. S l Toshiba v hng no? Hng no s chim c v tr th hai?.

Nhn di kha cnh kinh t th l mt thm ha, khi bit bao nhiu ngun nguyn liu b phung ph trong nhiu lnh vc nh lnh vc my tnh xch tay. Hin nay c 130 hng my tnh xch tay trn th trng. Lut tay i ca tip th s tin on cn rt t trong s cc nhn hiu ny tn ti cho n khi th gii cho n th k 21.Nhn vo lch s ngnh t ti M. Trong nm 1904 c 195 loi xe khc nhau c 60 cng ty lp rp. Trong vng 10 nm tip theo c 531 cng ty c thnh lp v 346 cng ty bin mt. Nm 1923 cn li 108 nhn hiu xe t. Ti nm 1927, con s ny tt xung cn 44. Ngy nay hai hng Ford v General Motors thng tr trong cng nghip xe hi ni a, km theo tng lai y bt trc ca Chrysler nh mt bng chng c th.Cc nh tip th thnh cng ch trng vo hai nc thang trn cng. Jack Welch, Ch tch kim tng gim c ni danh ca General Electric ni: Ch c nhng cng cuc kinh doanh v tr s mt v s hai trn th trng ca h mi c hy vng thng li trong mt u trng ton cu, m s cnh tranh ngy cng gia tng. Nhng ngi khc khng lm c phi tp trung li, ng ca hay bn i. Cch suy ngh nh trn lm cho cc cng ty ging nh Cng ty Procter& Gamble tr nn hng mnh. Trong s 32 trn 44 loi sn phm ti M, nhn hiu Procter& Gamble lun v tr th nht hay th hai m thi.

Trong mt th trng ang m mang, v tr s ba v s bn xem ra rt hp dn. Doanh s gia tng, cc khch hng mi v t hiu bit trn ngp th trng. Nhng khch hng ny khng phi lun lun bit c nhn hiu no ng u, v vy h thng chn ngay ci no trng c v hp dn hay thch th. Cc nhn hiu loi ny c c v tr s ba hay s bn.

Thi gian tri qua, cc khch hng ny hc hi c kinh nghim, tr nn khn ngoan hn. H mun nhn hiu dn u, cn c vo gi thuyt ngy th l nhn hiu dn u phi tt hn.

Chng ti nhc li: Khch hng tin rng tip th l cuc chin ca sn phm. Cch suy ngh ny gi cho hai nhn hiu trn cng: Chng n phi tt nht v chng ng u.

__________________

iu 9: Lut i Nghch

Nu bn ang nhm vo v tr th hai, chin lc ca bn b ngi ng u quyt nh.

Trong sc mnh c s suy yu. Bt c khi no ngi ng u mnh, l c c hi cho ngi no v tr th hai lt ngc li.

Ging nh mt vt dng sc mnh ca i th chng li chnh i phng. Mt cng ty phi tm cch lt sc mnh ca cng ty ng u.Nu bn mun thit lp mt ch ng chc chn bc thang th hai, hy nghin cu cng ty pha trn bn. Sc mnh ca h u v lm th no xoay chuyn th mnh thnh th yu.

Bn phi khm ph ra bn cht ca k dn u v ri ch ra cho khch hng thy iu ngc li. (ni mt cch khc, ng gng lm tt hn, m c gng lm khc i). Thng th hng mi ni ln chng li hng c uy tn lu i.

Coca-cola l sn phm c c trm tui. Ch c by ngi trn th gii c bit cng thc ca Coke, n c gi trong t st thnh ph Atlanta. Coca-cola l sn phm lu i v n nh.

Tuy vy, s dng lut i nghch, Pepsi-Cola lt ngc bn cht ca Cola tr thnh s la chn ca th h mi: Th h Pepsi.

Khi nhn vo khch hng ca mt loi sn phm no , hnh nh c hai loi ngi: c ngi mun mua sn phm ca hng dn u v c nhng ngi khng mun mua sn phm ca hng dn u. hng c chiu hng v tr th hai cn phi thu ht nhm ngi th hai. Ni mt cch khc, ng v tr chng li hng dn u, bn phi ly i tt c nhng khch hng khng mua ca hng dn u. Nu ngi gi ung Coke, ngi tr ung Pepsi, th s khng cn ai ung Royal Crown Pepsi. C nhiu hng v tr s hai c gng lm tt hn hng dn u, y l mt sai lm. Bn phi gii thiu mnh nh l mt s thay th (Alternative).

Tp ch Time xy dng tn tui ca mnh bng cch vit bng by. V vy Newsweek lm cch khc i bng li vit thng vo vn : chng ti phn chia cc s kin theo nhng quan im. Ni cch khc, tp ch Newsweek nu ra quan im ca n trong mc x lun, ch khng a vo phn tin tc.

i khi bn cn phi tn nhn. Hng Scope thuc sc ming c mi v ngon gn nhn hi th c mi thuc (medicine breath) cho i th cnh tranh ca mnh l Listerine.Nhng khng phi ch n gin h gc i phng. Lut i nghch cn l con dao hai li. N i hi phi nh ngay vo im yu ca i phng m khch hng nhn ra ngay (bn thy mnh s c mi bnh vin ngay khi xc ming bng Listerine). Ngay sau phi xoay ngay li dao li. (Scope l cht xc ming c v ngon m li git c vi khun).

Cng trong lnh vc nc sc ming. C mt v d v s v ch ca vic mun loi tr ngi dn u. Nm 1961, hng Johnson&Johnson gii thiu nc sc ming hiu Micrin t trng tm vo s xut sc c tnh khoa hc, ch vi thng Micrin tr thnh nhn hiu c v tr th hai, nhng vi chiu hng dit tr vi khun Listerine cng l nhn hiu c tnh khoa hoc. Cho nn cng vo nm 1995, khi cng ty Procter&Gamble gii thiu nc sc ming Scope, cng ty s dng v tr i nghch l Scope tr thnh nhn hiu ng th hai. Vo khong nm 1978, Johnson&Johnson phi rt lui khi th trng khi Micrin ch cn chim cc 1% th trng nc sc ming.

Khi bia Beck vo th trng M, no cng gy ra rc ri. N khng phi l bia nhp khu u tin ( l bia Heniken) m n cng chng phi l bia c u tin nhp khu ( l Lowenbrau. bn nm th loi bia c ni ting nht M (Lowenbrau), by gi xin nm th loi bia c ni ting nht c.

Ngy nay bia Becks l loi bia chu u bn chy th hai ti M. (Khi ni n bia c ngi M tin tng vo ci ming ca ngi c hn l ca chnh h). y l mt v d in hnh him hoi v s ngc li ca qui lut dn u v gy nh hng vo cc nhn thc ca ngi tiu th ngy nay. Tt c nhng vic ny ch l l thuyt k khi bia Lowenbrau c sn xut ti M).Khi sn phm b c i, n thng gp phi mt s nhng bt li. iu ny tht s ng vi lnh vc thuc ung. Aspirin c gii thiu t nm 1899, vi hng ngn cuc nghin cu y hc v aspirin, d nhin ngi ta phi tm ra sai st ca sn phm ny. Tht vy, nm 1955 h tm thy nguyn nhn l lot bao t v thuc Aspirin, ng lc cho thuc Tylenol c tung ra.

Vi mi triu trng lot bao t kh ph bin, Tylenol nhanh chng ly v th ca Aspirin. Qung co ca Tylenol: dnh cho hng triu ngi khng c php ung Aspirin.Ngy nay Tylenol c th chp ci m ru Vodka Nga gi hiu ln ru Vodka M nh Smirnoff, Samovar v Wolfschmidt bng mt cch tht n gin. Hng cho cc khch hng bit cc loi Vodka M c lm cc bang Connecticut, Pennsylvania v Indian, cn ru Stolichnaya lm Leningrad (St. Peterbourg)-Nga, v l s tht.

Nu mun ph nhn c hiu qu th nhng iu nu ra phi l s tht. Mt v d khc v vic to s ph nhn, chi t i vi i th ca mnh. Hng Royal Doulton China ng qung co sau y: Royal Doulton, s ca Stokeon-Trent (Anh) chng li Lenox, s ca Pomana (bang New Jersey). Qung co tung ra bng s kin l: mi ngi tng rng s ca hng Linox l s nhp khu nhng tht s l sn phm ca Lenox li c lm thnh ph Pomona, bang New Jersey. Bng cch ni ra xut x ca sn phm Lenox, Royal Doulton ni ln c iu m sn phm ca h mi tht s l s nhp t Anh. L do: hu ht mi ngi u kh c th tng tng c s ca Lenox li do cc th th cng lm ra ti mt ch t nh thnh ph Pamona bang New Jersay. ( V nu dn chng Anh c qung co ny h s ci r ln, bi v thnh ph Stoke-on-Trent cng t y nh Pamona vy).

Tip th trng l mt trn chin ginh s chn chnh. Nhn hiu ng nht thng hnh dung ch th ca h l nhng k lm hng gi.Mt v tr th hai gii khng c rt r. Khi bn chu thua khng t trong tm tr thnh v tr s mt, bn t hi mnh. Khng nhng i vi i th m cn i vi tt c mi ngi trong cng lnh vc na.Nhn li cu chuyn ca hng Burger King nhng nm va qua. N gp kh khn trong v tr s hai ca k ngh bnh m kp tht. Thay i ban gim c, ch nhn mi, v mt on cc cng ty qung co.Khng cn phi xt li nhiu lm cng thy li lm ca n.Nhng nm thnh cng nht ca Burger King l thi gian n tn cng. Hng qung co hy n theo cch ca bn (Have it your way), c giu ct Mc Donald sn xut bnh m kp tht theo kiu hng lot. Ri tip theo l Nng ch khng chin (Broilling, not frying) ni chin s c nhiu m hn nng. Khng l nh bi Mc to ln (Whopper beats big Mac). Tt c cc chng trnh trn gip Burger King gi vng v tr s hai ca mnh.Ri v l do khng ai bit, Burger King b qua Lut i Nghch ca tip th. N tr nn rt r v ngng tn cng Mc Donalds. Cc khu hiu: Thc n ngon nht cho thi gian nhanh nht (the best food for the best time). chng ti lm theo cch anh lm (we do it the way you do it) H cn bt u mt chng trnh thu ht tr em m khng bit rng sc mnh chnh ca Mc Donald l lnh vc ny.Burger King khng th gi vng v tr th hai c na. Doanh thu gim st v cha khi no hi phc li nh khi v tr tn cng. Hng Burger King phm sai lm l khng gi vng ng li i nghch.

iu 10: Lut Phn Ha

Cng nh vi trng n bo ameoba phn chia trong ng nghim, u trng tip th c coi nh l mt i dng cc chng loi khng ngng pht trin.Mt loi sn phm bt u nh l mt thc th. Nh l my vi tnh, qua thi gian, chng loi ny phn ra nhiu nhnh, my vi tnh loi ln (mainframe), loi nh (minicomputers), loi dng trong kinh doanh (workstation), my c nhn (personal computers), loi xch tay (laptops), loi s ghi ch (notebooks), v c c pen computers. Cng ging nh vi tnh, xe t bt u vi mt chng loi c nht. Ba nhn hiu (Chervolet, Ford v Plymouth) khng ch th trng. Ri th chng loi ny phn ra. Ngy nay chng ta c loi xe sang trng, xe gi c trung bnh v xe gi r. Xe to, xe va, xe nh, xe th thao, xe quay c bn bnh, xe dng gii tr, xe khch loi nh. Trong cng nghip truyn hnh, ABC, CBS v NBC c lc chim n 90% lng ngi xem. Ngy nay chng ta c hng truyn hnh c lp, hng truyn hnh cp, hng truyn hnh phi tr tin, hng truyn hnh gio dc cng cng, v sp ti chng ta s c cc loi truyn hnh instore v interactive.Bia cng c khi u tng t, Ngy nay chng ta c bia nhp khu, bia ni a. Bia ho hng (premium), bia bnh dn, bia nh, bia ti v bia nng. Cn c c bia khng alcohol (khng c cn). Lut phn ha nh hng n cc quc gia (Dn chng l v ln xn Nam T). Nm 1776, c vo khong 35 quc, vng quc, quc gia trn th gii. Vo chin tranh Th gii th hai, s ny gia tng gp i. Vo nm 1970, c hn 130 quc gia. Ngy nay, khong 190 quc gia c th gii cng nhn l quc gia c ch quyn. Nhn vo lnh vc m nhc. C lc ch c nhc c in v nhc pop. nh cao ca nhc pop l chng trnh 10 bn nhc ng u trong tun (top ten hits of the week).V tuyn truyn thanh (radio) cng bt chc tng t vi chng trnh 40 bi ng u (Top 40). Ngy nay, chng trnh Top 40 tan r v khng phi ch c mt bng k (one list) nh trc na. Billboard, thnh kinh ca vic kinh doanh m nhc c 11 bn hay nht ring r (hit lists): c in (classic), jazz hin i, ng qu (country), crossover, khiu v (dance), La-tinh (Latin), jazz c in, nhc pop, nhc rap, nhc rhythm, nhc blues, v nhc rock. V c c thy 11 ngi dn u cho 11 loi nhc. l Itzhak Perlman, Four-play, Garth Brooks, Luciano Pavarotti, Michael Jackson, Mi Mayor Necesidad, Dave Grusin, Enya, Public Enemy, Vanessa Williams, v Bruce Springsteen. Mi mt trng phi c mt phong cch ring, mi trng phi u c l do ring tn ti. V mi trng phi c ngi ng u ring, him khi no li l ngi ng u ca trng phi chnh thng nguyn thy. IBM l ngi ng u loi mainframe, DEC loi mini, Sun loi workstation... Thay v phi hiu nim phn ha ny th nhiu lnh o cng ty li tin tng rng cc chng loi l s kt hp. T synergy (lin kt) v t corporate alliance (lin minh cng ty) l nhng t thi thng c a chung trong phng hp cc hi ng qun tr M. Theo New York Times, IBM ang t th sn sng chp ly giao din ca tt c cc cng nghip, bao gm truyn hnh, m nhc, xut bn v my tnh. Theo Times: IBM ht sc trng ch vo s kt hp ng b ca h thng in thoi vi cc nh sn xut my vi tnh v truyn hnh. Thng qua c th pht trin thnh mt mng li thng tin (network) c tc cc k nhanh chng. (Xem chng 20: Lut thi phng).N s khng xy ra. Cc chng loi phn ha ch khng kt hp.Cng nh nhn vo dch v ti chnh. Theo bo ch th trong tng lai chng ta s chng cn c ngn hng, hng bo him, ngi mi gii chng khon, hay ngi cho vay c th chp na. Chng ta s c nhng cng ty dch v ti chnh. Nhng iu cha xy ra.Hng Prudential, American Express v cc hng khc ri vo ci by dch v ti chnh. H mua c phiu, bo him nhn mng v cc ti khon ngn hng. H thch mua mi mt dch v t nhng cng ty khc nhau.Cch m ngi dn u cn lm duy tr s p o ca mnh l t cho mi mt loi sn phm va ni ln mt nhn hiu mi, ging nh General Motors lm trc y vi Chevrolet, Pontiac, Oldsmobile, Buick v Cadillac (va mi y l Geo v Saturn). Cc cng ty phm sai lm khi c gng ly mt nhn hiu c tn quen thuc c mi ngi bit n ca mt loi sn phm v dng tn t li cho sn phm khc.Mt v d v s phn ca Volkswagen trc y, khi cng ty gii thiu mt loi xe nh M. Hiu xe Beetle em li thng li ln, n chim 67% th trng xe nhp khu M.S thnh cng khin hng Volkswagen bt u ngh l c th bt chc hng General Motors bn xe ln hn, chy nhanh hn v c hnh dng th thao. Hng ly bt c kiu no sn xut c v ch qua M. Nhng khng ging nh GM, h u gi cc xe ny l Volkswagen. Qung co ni: Cc loi xe Volks khc nhau dnh cho cc khch hng khc nhau (Different Volks for different folks). C tt c 5 kiu khc nhau: loi Beetle, loi 412 Sedan, loi Dasher Thing v c mt loi xe ch khch loi nh (station wagon). Khng cn phi ni, ch c mt loi xe cn tip tc bn c, l xe nh Beetle. c lm. Volkswagen tm c cch sa sai vic ny. H ngng bn xe Beetle ti M v bt u bn loi xe gia nh c ln, chy nhanh, gi t mang nhn hiu Volkswagen. Gi y th bn li c no l xe Vanagon, xe Sirocco, xe Jetta, xe Golf GL v xe Cabriolet. H li cn xy dng c mt nh my sn xut cc loi xe mi tht k l ny. Tht bt hnh cho Volkswagen, loi xe nh tip tc bnh trng. T khi ngi ta khng th tm c loi xe bn v kinh t nh VW, h i hng qua xe Nht Toyota, Honda, Nissan.Ngy nay con s 67% th trng ca Volkswagen tt xung cn li 4%.Volkswagen khng phi l cc nhn hiu nh Chu u nh Saab v Alfa Romeo, m Volkswagen l nhn hiu xe bn chy nht Chu u. Xe VW bn ra M tng t nh xe VW bn ra Chu u. Ch c nhn thc ca ngi mua l khc nhau. M, xe Volkswagen c ngha l loi xe nh, xu x. Khng ai M mun mua mt xe to, p hiu Volkswagen c. (Chng 4: Lut nhn thc).Mt ch th cnh tranh ca Volkswagen l Honda quyt nh nhy vo cuc. Thay v dng tn Honda cho loi xe sang trng, h gii thiu xe Acura. H chn c phng php tn km l to ra cc i l Acura ring r trnh s lm ln vi Honda. V Acura tr thnh xe Nht loi sang u tin c bn M, ngy nay Honda bn rt nhiu xe Acura, nhiu hn l Volkswagen bn xe Volkswagen. Hng Honda hin nay c hai nhn hiu ng u hai loi xe.iu lm cc nh dn u khng dm ly tn khc cho mt loi sn phm mi v h khng bit iu g s xy ra cho cc nhn hiu ang c ca h. Nh General Motors chm chp trong vic quyt nh sn xut loi xe tt ho hng nh cc hng Mercedes-Benz v BMW lm c. Cn mt l do l nu c mt hiu xe mi ng trn xe Cadillac c th s lm cho cc i l xe Cadillac tc gin. dung ha, GM th c gng chim th trng cao hn th trng Cadillac bng cch gii thiu xe Cadillac Allante vi gi 54.000 la. Nh qu bom n, ti sao ngi ta c th tiu mt s tin nh vy cho mt chic Cadillac, trong khi ngi hng xm c th ngh l h ch tr c 30.000 la? Khng chi tri c.Mt k hoch hu ch i vi General Motors l gii thiu mt nhn hiu mi ra th trng xe Mercedes. (H c th ly li loi xe LaSalle c in). Thi im cng ng vai tr quan trng. Bn c th i qu sm khi a ra mt loi sn phm mi. Tr li thp nin 50, Nash Rambler l xe M loi nh u tin. Nhng Hng American Motors khng can m v tin bc gi cho loi sn phm ny pht trin.Sm tt hn l tr. Nhng bn khng th i vo tm tr khch hng trc tin, tr phi bn chun b thi gian cho vic pht trin.

11: Lut trin vng

Hiu qu tip th ch t c qua mt khong thi gian

Ru l cht kch thch hay cht c ch hot ng? Nu bn bc vo mt trong hu ht cc qun ru, nh hng vo mt ti th su sau gi lm vicm bn chc chn ru l mt cht kch thch. Ting n o v ci a l nhng bng chng mnh m nht. Cn vo lc 4 gi sng th sao? Khi bn nhn thy mt vi v khch say kht ng trn l ng, bn s li ngh rng ru l cht c ch hot ng.V phng din ha hc, ru l mt cht lm gim hot ng ca c th v tr c mnh nht. Nhng trong mt lc, gim i s c ch ca con ngi, ru c tc dng nh mt cht kch thch.Trong tip th cng xy ra nhng hin tng tng t. Hu qu v lu di thng ngc hn hiu qu ngn hn.

Doanh s bn ra ca mt cng ty tng hay gim cng cuc kinh doanh? R rng l trong ngn hn, gia tng doang s bn ra lm thc y cng cuc kinh doanh. Nhng c nhiu, rt nhiu bng chng cho thy doanh s bn ra lm gim cng cuc kinh doanh ca mt cng ty v lu di, bi v khch hng c ch cho bit l ng mua theo gi bnh thng.Bn cnh s kin cho khch hng bit rng h c th mua mt th no vi gi r hn; mt t bn h gi cn ni g vi khch hng? N ni rng gi bnh thng ca bn qu cao. Sau t khuyn mi gim gi chm dt, khch hng c khuynh hng trnh mua cc tim c ting l hay bn gim gi. duy tr s bn cc hng bn l nhn thy hu nh h phi lin tc bn gim gi. Khng phi l chuyn l khi i qua mt dy ph bn l ta tm thy c chc tim vi ca knh c trang tr bng bin gim gi.

Vic bt tin cho khch mua t c lm tng doanh thu khng? Cn s tin c bt gia tng trng hp vi con s xe bn gim i. Doanh s bn xe M gim lin tip trong 5 nm.Hng bn gh ln nht New York l Seamans c chng trnh bn gim gi hng tun v Seamans va b ph sn.

Khng c bng chng no cho thy vic bn gim gi tng doanh s v lu di. Nhiu cng ty nhn ra l h bn gim gi 3 thng mt ln ch gi cho doanh s khng gim i m thi. Ngay khi h nhng bn gim gi, doanh s lp tc tt xungNi cch khc, bn duy tr vic bn gim gi khng phi l tng doanh s m ch cho doanh s ng tt xung mt khi bn ngng gim gi. Bn gim gi c tc dng nh mt loi thuc ung. bn tip tc lm bi v nu ngng thuc th qu au.Bt c hnh thc bn gim gi no nh phiu gim, khu tr hay h gi u c khuynh hng mch cho khch hng l ch nn mua khi no c gi r. nu mt cng ty khng khi nao bn gim gi ngay t lc u th ra sao? Trong lnh vc bn l, nhng ngi thng li ln l nhng cng ty thc hin vic bn gi thp hng ngy, chng hn nh Wal-Mark v K-Mark, cc ca hng c mc tiu th hng ha u tng ln nhanh chng.Hu ht khp mi ni bn u thy tnh trng gi c vt lrrn ri li tt xung. cc hng my bay v cc siu th l hai v d. Tuy nhin, mi y, hng Procter& Gamble c chuyn bin mi bng cch thit lp mt gi c ng nht, iu ny c th khi u mt khuynh hng mi.Trong i sng hng ngy c rt nhiu v d v vic li ngn hn v l trong di hn, ti phm l mt minh chng. Nu bn cp ngn hng c 100,000 -la, b bt vi 10 nm t, bn kim c 100,000 trong mt ngy lm vic hoc l 10,000 -la mt nm trong mi nm lm vic. ci ty vo quan im ca bn.

Lm pht c th kch thch nn kinh t trong ngn hn, nhng v lu di lm pht a n suy thoi kinh t (nhng ngi khng ca brazil vn cha nhn ra iu ny).Trong ngn hn, n nhiu tha mn c tm l nhng v lu di n sinh ra chng bnh bo ph v trm cm.Trong nhiu lnh vc khc ca cuc sng (tiu tin, nghin ma ty ) hu qu lu di v hnh ng ca bn thng ngc li hiu qu nht thi. Vy th ti sao ngi ta li kh hiu l hiu qu ca chng trnh c tip th ch t c sau mt khong thi gian?

V vic m rng sn xut thm sn phm ngn hn, vic khuyn mi khuch trng khng lm thay i gia tng doanh s. cng nghip sn xut bia l mt minh ha r nt cho vn ny. Vo nhng nm u thp nin 70, hng Miller High Life tng vi doanh s tng trung bnh 27% mt nm. S thnh cng ca Miller c kch ng bi chng trnh gi ca Miller, chng trnh ny c v cc cng nhn t thng cho ngy lm vic mt nhc ca mnh bng mt chai bia Miller vo cui ngy. Ri th Miller cng tr nn tham lam v nm 1979 gii thiu Miller lite, mt nim sng gi b chn vi di mt ci tn c m rng ra. (Chng 2: Lut chng loi).

Trong ngn hn c hai loi Miller c th cng tn ti: Bia cho cng nhn (High Life) v bia cho vin cha (High lite). Nhng v lu di vic khuch trng sn phm lm gim bt vic tiu th nhn hiu khc. Du n dnh cho bia Miller High Life l nm 1979, 5 nm sau ngy gii thiu bia Miller. Trong 5 nm ny doanh s ca bia Miller High Life hu nh tng gp ba, t 8.6 triu ln 23.6 triu thng. y l hiu qu ngn hn ca vic gia tng sn phm. Hiu qu di hn th ti t. t doanh s cao 23.6 triu thng nm 1979, Miller High Life gim st trong vng 13 nm xung cn 5,8 triu thng vo nm 1991. s st gim cn tip tc.Bia Miller Lite c thot c trong vic khuch trng sn phm khng? Nm 1986, cng ty gii thiu Miller Genuine Draft. y l loi bia Draft u tin ca hng nn cng ly tn l Miller v lch s li ti din. 5 nm sau Miller Lite c doanh s ln n nh ri bt u tt xung. Mt khi s tt xung bt u, khng c cch no ngn cn c.Cho n khi bn bit cch phi nhn nhn vo vic g, rt kh nhn thy nh hng ca vic khuch trng sn phm, c bit l khi cc gim c ch tp trung vo nhng bo co qu ti ca h.

Vic xy ra cho bia Miller cng xy ra nh cho bia Michlob nh vy. ba nm sau khi gii thiu bia Michelob Light, bia Michelob loi thng (regular Michelob) tng doanh s ti nh ri gim xung 11 nm lin. ngy nay, doanh s 4 loi ca Michelob cng li (loi thng, loi nh, loi mnh v bia en) bn ra 25% t hn 1 mnh loi bia Michelob thng bn ra vo nm 1978, l nm m Michelob light c gii thiu.Vic xy ra cho bia Coors cng ging vy. Vic gii thiu Coors Light l l do dn n s sp ca Coors Regular, ngy nay ch bn c doanh s trc y.Ngay c vua bia cng xung dc. Sau khi doanh s bn hng nm gia tng ko di, bia Budmeiser tut dc lin tip ba nm lin. L do? V bia mi Bud Light.Bn c th ngh rng bia Miller, Coors hay Anheuser-Bch m rng sn phm bi v bia nh bn chy trn th trng. nu bn tm c nhng g thy trn bo ch, bn ngh mi ngi u ung bia nh. Khng ng vy, ngy nay, 18 nm sau khi bia nh Miller lite c gii thiu , bia loi nh ch chim c c 31% trong th trng bia.

Trong lnh vc tip th khc, nh hng ca ngn hn/di hn ca vic m rng sn phm xy ra nhanh hn na.Qun o Coca-cola cng xy ra cho Donald Trump (t ph M). Lc u Donald thnh cng. Ri sau ng khuych trng ra nhiu nghnh. ng ta t tn Trump cho bt k sn phm no c ngn hng ti tr: mt khch sn, ba sng bc, hai chung c, mt hng my bay, mt trung tm thng mi.

Tp ch Fortune ca ngi Trump: Mt nh u t vi tm nhn sc bn v vn quay ng vn v gi tr ti sn, mt nh tip th tinh khn, mt tay bun bn tinh ranh. Cc tp ch Time v Newsweek in hnh Donald ln trang ba.Ngy hm nay, ng Trumo ca chng ra mc n: 1,4 t USD. iu g lm ng ta thnh cng trong ngn hn th cng chnh l ci l do sp ca ng ta trong di hn: s ni rng hot ng.Nhn b ngoi tng d dng, nhng tip th th khng phi l tr chi dnh cho cc tay t.iu 12: Lut m rng

C mt p lc khng th cng li c l vic ni rng thm nhn hiu

Nu chng ta b ra ta v vi phm cc lut tip th th c l phn ln cc cng ty M phi ngi t.Trong cun sch ny, lut b vi phm nhiu nht l lut M Rng. iu ti t hn na l cng vic m rng lin tc m cng ty d phn vo vi mt s c gng v thc. n cng ging nh t qun ohay ngn ko bn giy ca bn b y p m khng phi do s v ca bn.C lc cng ty tp trung vo mt loi sn phm duy nht mang li nhiu li tc. Ngay sau , cng chnh cng ty li tri mng ra sn xut nhiu loi sn phm v thua l.Ly trng hp IBM. Nhiu nm trc u, khi IBM t trng tm vo vic sn xut my vi tnh ln (mainframe), cng ty kim c hng tn tin. Ngy nay, IBM tham d vo mi th v cng ty va vn vn. Nh vo nm 1991, doanh thu ca IBM l 65 t USD. Rt cuc cng ty l 2,8 t USD, gn 8 triu USD mi ngy.Thm vo vic bn my vi tnh loi ln, IBM tip th my tnh c nhn, my vi tnh cho cc c s, phn mm, h thng my vi tnh in thoiIBM li cn th nhy vo sn xut vi tnh dng ti nh (home computers) kiu mi.IBM nm hng triu USD vo vic sn xut my Phtcopy (sau bn li cho Kodak); Rolm (bn li cho Siemens), h thng v tinh kinh doanh sp (sp tim).Khi mt cng ty t c thnh cng qu ln, lun lun t to ra mm mng rc ri trong tng lai.

Ly trng hp Microsoft, cng ty thnh cng trong lnh vc phn mm vi tnh. (d ch c 1/58 kch c ca general Motors, nhng phiu ca n gi tr hn GM rt nhiu). Chin lc ca Microsoft l g? C th tm gn trong mt t: More (thm na).Nht bo Wall Street Journal vit: Microsoft Corp ang hng hi tm cch ng tr c vic ng dng phn mm chnh trong lnh vc my vi tnh c nhn. Micheal Maples, ch tch th nht ph trch b phn ng dng ca Microsoft cho rng Cng ty c th chim ti 70% th trng phn mm ng dng.Ging iu ny ging ai nh? m hng ging IBM. Microsoft ang t mnh t chc hot ng nh IBM lm, vi tt c nhng gi tiu cc.Microsoft l ngi dn u trong lnh vc vi tnh c nhn, nhng nay li ang theo ui cc lnh vc hon ton l lm Preadsheet (chng trnh k ton vi tnh) do Lotus dn u, Word Processing do WordPerfect dn u v Business graphics ( Biu kinh doanh) do Harvard dn u.Microsoft tip tc t cng phng mnh bng cch bnh trng cc lnh vc mi. va mi y, Microsoft mua li cng ty Fox Software vi gi 170 USD (bn c th nh c l cng ty s khai t tn Fox thnh Microsoft).

C nhiu du hiu e da cho s yu km chin lc ca Microsoft. Bo Economics, u nm 1992 c vit: ng Gate ang sp t mt lot c sn phm vi nhau da vo ng ngh chung. Cng vic ny s cnh tranh trong ton th cng ngh phn mm vi tnh: t my vi tnh ln cho n my vi tnh nh, t h thng c s d liu ti cc chng trinh biu. khng c ai trong nn cng ngh phn mm lm c vic kinh doanh mo him y phc tp ny. Mc d IBM th lm v tht bi.Mt khi bn c gng lm mi th cho tt c mi ngi, bn s khng trnh c cc rc ri xy n. Mt nh qun tr niL Ti th mnh mt ni cn hn l yu mi ni.Vi mt ngha hp, m rng sn phm lin quan ti vic ly tn ca mt sn phm thnh cng (v d: A-1 Steak sauce) v t n cho sn phm mi bn d tnh gii thiu (v d A-1 Poultry sauce).

Nghe c v hp l y. chng ta ly tn A-1, mt loi nc st chm tht b nhng v ngi ta ang c khuynh hng n tht g nhiu hn tht b, vy hy lm nc st tht g. V c tn no tt hn A-1, ngi ta s bit l nc st chm tht g do cng mt nh sn xut st chm tht b lm ra.Nhng m tip th l trn chin ca nhn th ch khng phi sn phm. Trong tm tr khch hng, A-1 khng phi l tn nhn hiu m l tn nc chm tht b. Khch hng thng ni: cho ti chai A-1 v khng c ai phi hi li A-1 l ci g?.

C rt nhiu cch m rng sn phm, nhiu nh l cc hnh tinh trong v tr vy. v hng ngy u c mt cch mi c ngh ra. V lu di, v vi s cnh tranh nghim trng, vic m rng sn xut thm sn phm khng bao gi thnh cng. To ra nhiu mi v l cch thng dng nht c gng chim thm th trng. nghe c v ng nhng thc s li khng nh vy.

Tr li nm 1978, khi 7-up ch c mi v nc chanh khng c cht cola, n chim c 5-7% th trng ung khng c ru. ri th hng c thm vo 7-up Gold (7-up vng), Cherry 7-up (7-up v anh o). Ngy nay, 7-up ch cn c 2,5% th phn.Nhn vo bt c ni no bn u thy du n ca vic m rng sn phm. cng chnh l ly do ti sao cc ca hiu cht vi cc nhn hiu (c 1300 loi du gi u, 200 loi thc n sng lm t ng cc, 250 loi ung khng c ru).Mt iu bt di bt dch, bt c nhn hiu dn u mt loi sn phm no u l loi nhn hiu khng m rng thm sn phm. ly v d thc n cho tr em. Hng Gerber chim 72% th trng, b xa hai hng Beech-Nut v Heinz, l hai nhn hiu m rng sn phm.Mc cho bng chng l m rng sn phm khng thnh cng, cc cng ty vn tip tc lm vic ny. y l mt vi v d: X bng Ivory. Du gi Ivory?Ko Life Savers. Ko cao su Life Savers?Qut ga Bic. V ph n Bic?Nc hoa Chanel, nc hoa Chanel dnh cho qu ng?Ru Tanqueray. Ru Vodka Tanqueray?Bia Coors. Nc ung Coors?Tng c chua Heizn. Thc n dnh cho tr em Heizn?Bo USA Today. USA Today trn TV?Giy th thao Adidas. Nc hoa Adidas?Qun o Pierre Cardin. Ru Pierre Cardin?Qun jeans Levis. Giy Levis?Ed Fogarty, ch tch hng Colgate-Palmolive ni: chng ti mun nng nhn hiu cn bn ca chng ti ln v gn nhn hiu ny ln cc sn phm mi.David W.Johnson, tng gim c hng sp Cambell: tng cng v m rng phm cht cao, dng nhn hiu hin c cho cc sn phm mi hn l pht hiu nhn hiu mi.Ch tch cng ty Del Monte: chng ti n lc mt ci tn duy nht, chng ti ang ni rng ci tn Del Monte cho cc loi sn phm miDeniel Abraham. Ch tch cng ty Ultra Slim-Fast: S c cc loi xp, m ng, nc trn salat, nc soda, nc tri cy v cc loi thc ung king c gi l Slim-Fast Plus. (Chc may mn v chc ng Abraham ng ngon).Ti sao cc cp qun tr cao nht li tin tng rng vic m rng sn phm s thnh cng mc cho nhng bng chng xy ra tri ngc hn? Mt l do l vic m rng sn phm s thua l v lu di nhng li thng li trong ngn hn (iu 11: Lut trin vng).Ban gim c cng b m mt v nhng s trung thnh cc k vi cng ty hay nhn hiu. Ti sao cng ty Pepsi c th a sn phm Crytal Pepsi hay l s tht bi ca Pepsi Light v Pepsi AM cha sc thuyt phc?

Nhiu hn chnh l t i. Nhiu sn phm hn, tin kim c s t hon. Tng ht tc v mi hng. hnh nh l li ku gi ca cc cng ty. Khi no cc cng ty mi thuc c bi hc l m rng sn phm chnh l con ng dn n s lng qun?

t l nhiu hn. Ngy nay nu bn mun thnh cng, bn phi thu hp trng tm to c mt ch ng trong tm tr ca khch hng. IBM l i din ca ci g? N tng l i din lnh vc my vi tnh ln (mainframe computer). Ngy nay n l mi th khc,ngha l khng g c.Ti sao cng ty Sears, Roebuck gp rc ri? bi v h mun tt c mi th cho tt c mi ngi. Hng Sears rt thnh cng trong vic kinh doanh cc mt hng cng (my mc), ri th n chy qua kinh doanh hng mm v thi trang. Cng ty li cn thu c ngi mu Cheryl Tiegr. (khng bit cc c ngi mu thi trang c thc s mua vy tm ngn ca h cc ca hng Sears hay khng?).Trong ci nhn c l, mt chin lc kinh doanh phi bao gm vic khuch trng tt c mi tm nhn. Ni cch khc, loi nim hay kin no ln bao trm tt c cc sn phm v dch v ca cng ty cho th trng hin ti v d tnh cho th trng tng lai?Trong ci nhn c l chin lc l mt ci lu vi ln. Bn phi cng ci lu cho ln n c th gi tt c nhng g bn mun trong .IBM dng mt ci lu my vi tnh rt to. KHng c g thuc v lnh vc vi tnh ngy nay cng nh tng lai lt ra ngoi ci lu vi ca IBM (the IBM tent). y l mt cng thc ca thm ha. Mt khi cc cng ty mi, sn phm mi, tng mi xm nhp u trng vi tnh nh mt cn gi, IBM s b thi bay mt.Bn khng th bo v mt th trng my vi tnh ang tng trng, ngay c khi bn mnh kinh khng v ti chnh nh IRM. Trn quan im chin lc bn phi tuyn la, nm bt v la chn cn thn tng lnh vc cng ci lu ca bn ln. V tnh chin lc, General Motors cng l hi ng thuyn vi IBM. GM khng b qua bt c ci g v tt c ci g ln trn bnh xe. Xe du lch, xe th thao, xe r tin, xe mc tin, xe ch hng ln, xe ch cc loi nh, ngay c xe chy bng in. Vy th chin lc ca GM l ci g? Nu ci g ln c trn ng l h rt theo.i vi nhiu cng ty, m rng sn phm l mt cch d dng nht. Pht ng mt nhn hiu mi khng nhng cn tin bc m cn phi c kin hay nim. mt nhn hiu mi c c thnh cng, n phi l nhn hiu u tin ca loi sn phm . (chng 9: Lut i nghch). Cc cng ty i cho n khi c mt th trng mi c trin khai th hai v tr ng u c ngi chim mt ri. V vy h li quay tr li vi chiu hng m rng sn phm c. Phng thuc tr bnh m rng sn phm l s can m ca cng ty, mt mt hng him hoi trong thi bui hin nay.

13. Lut Hi SinhBn phi cho i ri nhn li

Lut hi sinh i ngc li vi Lut m rng. Ngy nay, nu bn mun thnh cng, bn phi b bt i. C ba th phi hi sing: sn phm, th trng. c nhm ti v s thay i lin tc.

Th nht: sn phm. sch no vit rng mun bn c nhiu bn phi bn nhiu hn?Mt dy chuyn sn xut th l mt trang sc ph phim dnh cho k thua cuc. Nu bn mun thnh cng, bn phi gim bt sn phm ca dy chuyn sn xut ch khng phi m rng ra.Hy coi trng hp cng ty Emery Air Freight. Emery tham d vo kinh doanh dch v chuyn ch hng ha g, bn c th gi qua Emery. Gi hng nh, kin hng ln, gi nhanh trong m, gi chm.T mt quan im tip thi, Federal Express lm g? Hng ch tm vo mt dch v: gi gi hng nh qua mt m l n. V ngayf nay Federal Express tr thnh cng ty ln hn Emert gp bi. Sc mnh, s hy sinh ca Federal Express c th t t overnight vo tm tr khch hng. Khi cn, nht thit phi ti sau mt m, bn hy gi Feredal Express.Ri sau Feredal Express lm g? Hng lm ging nh Emery lm. N vt i v tr overnight bng cch mua li Hng Tiger Internationals Flying Tiger cargo line vi gi 10 triu USD. By gi Federal Express tr thnh hng ch hng bng my bay trn khp th gii m khng c c v tr khp th gii (worldwide position). Trong thi gian c 21 thng, Federal Express l 1,1 t USD cho hot ng quc t.Tip th l mt tr chi chin tranh tm l. l trn chin ca nhn thc, khng phi ca sn phm hay dch v. Federal Express lm ch v tr overnight.Trong u khch hng, Federal Express l hng gi hng nhanh qua m. Khi chuyn qua kinh doanh trong th trng quc t, Federal Express phi i u vi mt tnh trng tip th kh x. Phi dng mt ci tn quc ni cho cc hot ng quc t? Hay phi sng to ra mt ci tn mi c tnh cch ton cu.Hn th na, lm th no hng c th ng u vi DHL, vn l mt cng ty tham d vo dch v vn chuyn ton cu trc tin.Tht t hi khi Federal Express b ri nim overnight, t hn na l hng khng tm cch thay i n bng mt nim mi.Hng Eveready ng u lnh vc bnh in (accu) t lu. Nhng cng ngh mi pht trin, nh trong hu ht cc nn cng nghip. Cng ngh u tin thay i cng cuc kinh doanh bnh in l loi bnh in mnh (heavy-duty battery). Bn s gi loi bnh in mnh l g nu tn ca ca bn ang ng u lnh vc bnh in. C l bn s gi n l Eveready heavy-duty battery (bnh in mnh Eveready), cng l iu m Eveready lm.Ri n loi bnh in alkaline xut hin (bnh in s dng cht kim). Mt ln na, Eveready gi loi bnh in alkaline ca h l Eveready alkaline battery. iu ny hnh nh c ngha. Ri th hng P.R Mallogy gii thiu mt dy chuyn sn xut in alkaline v ch sn xut loi bnh in ny thi. Hn th na cng ty t mt ci tn hay hn cho n l: Duracell.Sc mnh hi sinh ch sn xut bnh Duracell cho php cng ty a c nim bnh in bn lu( long-lasting battery) vo u khch hng. Qung co ni: bnh in Duracell bn gp hai bnh Eveready. Hng Eveready buc phi i tn bnh in Alkaline ca mnh thnh Energizer, nhng tr qu mt ri. Duracell tr thnh ngi dn u trn th trng bnh in.Th gii kinh doanh ph y dy nhng tri ngc, to ln, a dng, nh b, chuyn bit. Nu s m rng sn phm v s a dng l chin lc th trng hu hiu, bn hy trng i thy s pht trin mt cch ton din. Nhng nu khng hu hiu, hu ht gp rc ri.Tng hp l yu km. Trng hp Hng Kralt. Mi ngi ngh l Kralt l mt nhn hiu mnh. Trong lnh vc mt v thch. Kralt ch c 9% th trng, trong khi hng Smuckers c ti 35%. Kralt c ngha l mi th, nhng ri mt ci tn nh Smuckers, phi l mt v thch bi v l tt c nhng g hng Smuckers lm ra. V xt mayonnaise, Kralt c 18% th trng. Nhng hng Hellmanns c ti 42%.(Kralt c mt nhn hiu ng u nu ni v s chim lnh th trng. Tuy nhin, nhn hiu ny li khng mang tn Kralt, l nhn hiu Philadelphia. Mt loi kem ph mai chim ti 70% th trng loi ny).V cng ngh bn l, ngy nay cc nh bn l no gp rc ri? l cc trung tm bn hng tiu dng. V loi ca hng no gp rc ri? l nhng ca hng bn mi th. l cng thc cho thm ha.Cc nh bn l Campeau, L.J Hooker v Gimbels, tt c u gp rc ri. Cng ty bn l Ames v cng ty Hills va tuyn b ph sn. Ngay c cng ty ni ting nht th gii v h thng bn l l Macys cng ph sn.Cc h thng bn l gia cc bang cng b ph sn. V vy, cng ty Interstate Department Stores kim tra s sch v i ti quyt nh t trng tm vo mt loi sn phm duy nht em li li tc: chi tr em. Cng ty cng i tn l Toys 2US. Ngy nay, Toys 2US chim lnh 20% th trng chi tr em ton quc. Cng ty c li rt nhiu. Nm va qua, cng ty c li nhun l 326 triu USD trn doanh s l 5,5 t USD.Rt nhiu cng ty bn l thnh cng nh theo cng thc ca Toys 2US: thu hp trng tm sn xut v gia tng khi lng hng ha.Cc hng Staples (cung cp vn phng phm) v Blockbuster Video l hai v d.Ni chung v cc lnh vc bn l, nhng ngi thnh cng ln l nhng nh chuyn bit:Cng ty Limited. Chuyn bn qun o loi cao cp cho ph n i lm.Cng ty Gap. Chuyn bn qun o mc do ph cho cc thanh thiu nin.Cng ty Benetton. Chuyn v loi qun o len v si bng cho thi trang tr.Cng ty Victorias Secret. Chuyn loi qun o lt khu gi.Cng ty Foot Locker. Chuyn bn giy cho cc vn ng vin.Cng ty Banana Republic. Chuyn bn qun o mc i sn, cm tri.(Mt khi m Banana Republic c th thnh cng v mt h thng qun o nh vy, chng ta bit rng chng ta ang sng trong mt thi i chuyn bit).

Hy bn ti s hi sinh th hai: Mc tiu th trng c nhm ti.Ai tng vit l bn phi tm cch hp dn tt c mi ngi?Trng hp nc Cola. Coca-cola i vo tm tr khch hng trc tin v to c mt v tr tht mnh. Vo cui nhng nm 50 chng hn. Coke bn gp 5 ln Pepsi. Lm th no Pepsi c th chng li v tr mnh nht ca Coke?Vo nhng nm u ca thp nin 60, Pepsi-cola pht trin mt chin lc da vo khi nim hi sinh. Cng ty hy sinh tt c mi loi th trng tr th trng cho gii tr. Sau cng ty sng sut khai ph th trng ny bng cch dng cc thn tng ca gii tr: Micheal Jackson, Lional Richie, Don Johnson.Trong vng mt th h, Pepsi xa m c khong cch bit. Ngy nay, Pepsi ch km Coca-cola c 10% trn th trng M. (Tht ra ti cc siu th, Pepsi-cola bn nhiu hn Coca-cola).Tuy vy, trong vic thnh cng ca Pepsi, p lc bnh trng lu vi lun lun hin hu. Va mi y n u hng s cm d. Tp ch Avertising Age: Hng Pepsi-cola qu ln cho th h Pepsi (gii tr). Mt hot ng tip th ang ging cao l c Pepsi nh l ung khng c ru cho qun chng.Khu hiu mi ca Pepsi Phi c bng c. Qung co a hnh nh nhng ngi ln tui nh Yogi Berra v Regis Phibin ang ung Pepsi.Cc qung co cho Pepsi trc y t trng tm vo gii tr nhiu qu, i din hng qung co BBDO cho Pepsi ni: chng ta c th kim c nhiu tin hn v chng ta cn phi m rng chn tri ca chng ta c mt ci li rng ln hn v tm c nhiu ngi hn.Theo tp ch Fortune, Coca-cola l nhn hiu mnh nht th gii. Khi m mt cng ty nh Pepsi-cola tng pht trin mt chin lc thu hp trng tm ngay trc mi ca cng ty dn u, ti sao n li phi thay i chin lc mnh m ca n? Ti sao c s tin tng thn thnh l ci li rng hn s tm c nhiu khch hn trong khi c rt nhiu trng hp tri ngc.Ly v d hng Budweiser, Ch tch cng ty ni: Khi chng ta m mt nh my cho Budweiser, chng ta phi nh ht ton b nhng ngi trn 21 tui, d h l nam hay n, en hay trng.Hy xem cc qung co thuc l, n a c n ng ln n b vo qung co. Ti sao vy? Th ra trong thi i m hu ht nhng ngi thuc l l n ng, cc hng thuc l mun m rng th trng ca h ti c ph n na.Vy th Philip Moris lm ci g? Hng thu hp trng tm vo n ng m thi. Hng cn thu hp hn na vo loi khch hng n ng hn na, cc chng cao bi. Nhn hiu ny ly tn l Marlboro. Ngy nay, Marboro l hiu thuc l bn chy nht th gii. Ti M, Marlboro l loi thuc l bn chy nht cho c n ng v ph n.Mc tiu khng phi l th trng. Ngha l hnh nh mc tiu trn th trng ca bn khng phi ch l nhng ngi thc s s mua sn phm ca bn. D cho mc tiu ca Pepsi cc thanh nin, nhng th trng s l tt c mi ngi. Mt ngi 50 tui mun cho mnh l 29 tui s ung Pepsi-cola.Mc tiu cc qung co ca Marlboro l cc chng cao bi, nhng th trng l tt c mi ngi. Bn c bit M cn li bao nhiu cao bi khng? Rt t. ( Tt c u ht Marlboro).

S hi sinh cui cng: Thay i lin tc. u vit l bn phi thay i chin lc mi nm khi duyt ngn sch?Nu bn c gng theo ui th trng, bn s chch khi ng i. Cch hay nht duy tr mt v tr ph hp l khng thay i ngay.Hng my bay People Express c mt v tr thu hp xut sc khi khi s. l mt hng my bay khng c g c bit, khng ch tm n mt thnh ph no, gi c r mt. Chng ai leo ln my bay ca People Express m li ni: Chng ta i u y?. H khng cn bit i u, min gi r l .People Express lm g sau khi tr nn thnh cng? N c gng lm tt c mi th cho tt c mi ngi. Hng u t vo my mc mi, nh mua Boeing 747. N bt u nhm vo cc thnh ph ln c nhiu ng bay nh Chicago v Denver, cha k n chu u na. Hng mua li Frontier Airline. Hng thm tht nhiu th, nh thm gh hng nht.People Express mt cao nhanh chng v ch thot c Ta n ph sn bng cch bn li cho hng Taxes Air.Mt khc, hng White Caslte, cha khi no thay i v tr, Mt White Caslte ngy nay ging ht mt White Caslte cch y 60 nm, cng ch bn cng mt sn phm frozen Sliders (tht ming ng lnh) vi gi r khng tng tng c. Bn c tin l li nhun trung bnh hng nm ca White Caslte l hn 1 triu USD khng? (Nhiu hn ca Bugger King v khng thua Mc Donalds nhiu lm). Thnh cng cho nhng ai dm hi sinh.14.Lut v thuc tnh

i vi mi thuc tnh, u c thuc tnh i lp hiu qu.

Trong chng 6 (Lut c quyn) chng ti nhn mnh rng bn khng th lm ch mt t hay mt v th m i th lm ch. Bn phi tm ra mt t ring cho mnh. Bn phi tm c mt thuc tnh khc.Thng thng cc cng ty c rp tm loi tr hng ng u. H l lun: H phi bit h ang lm g. Vy th hy lm mt vic tng t. khng phi l tng tt.Tt hn ht l bn phi tm ra mt thuc tnh ngc li bn chng li i th dn u. T chnh yu y l t i nghch, ch khng phi t Tng t. Tng t khng lm g c.Coca-cola l nguyn thy v l s la chn ca ngi ng tui. Pepsi thnh cng viwf t cho sn phm ca mnh l ca th h tr hn.Mt khi hng kem nh rng Cresst lm ch t cavities (su rg) th cc hng km nh rng khc phi trnh t ny v nhy vo c thuc tnh khc nh mi v, trng hn, bo v hi th, v va mi y l t cht xt.Tip th l trn chin ca tng. vy nu mun thnh cng bn phi c tng hay, thuc tnh ring ca mnh t trng tm c gng ca bn vo . Nu khng c, tt hn ht l bn phi bn gi r, tht l r.C ngi ni tt c thuc tnh u khng sng to ngang nhau. Mt vi thuc tnh quan trng hn i vi khch hng hn l cc thuc tnh khc. Bn phi th nghim v lm ch c thuc tnh quan trng nht.Ngn nga su rng (cavities) l thuc tnh quan trng nht ca kem nh rng. N c ngi lm ch. Lut c quyn nhn mnh iu n gin l mt khi thuc tnh no b i th t trc, coi nh b mt lun. Bn phi tin ti mt thuc tnh km hn gvaf chp nhn phn chia th trng nh hn. Cng vic ca bn l nm cc thuc tnh khc, phng i gi tr thuc tnh ca bn, v nh vy s gia tng phn chia ln hn.Trong nhiu nm nay, IBM ng tr th gii my vi tnh vi cc thuc tnh ca h nh to ln (big) v rt mnh (powerful), cc cng ty tm cch bn mng n cc thuc tnh ny u khng thnh cng. Cc cng ty RCA, GE, UNIVAC, Buroughs, Honeywell, NRC v Control Data tn rt nhiu tin vo my vi tnh loi ln (mainframe). Ri th mt cng ty mi ni t Boston a ra thuc tnh nh v my vi tnh loi nh (minicomputers) ra i. Ngy nay, nh (Small) ln ln n mc m quc my ln IBM gp phi rc ri trm trng.Mt cng ty khng h ci ct vi thuc tnh, c tnh cht ngc hn vi sn phm hin c ca n l Gillette, cng ty hng u th gii v li dao co. Cng ty ng tr th gii vi cng ngh li dao co cao cp v hp dao co Cartridge. Khi mt cng ty mi ni ln Php a ra mt thuc tnh phm cht i nghch hng l dao co dng mt ln disposable razor. Gillette c th ci ct v tip tc nghin cu xem ngi M thch loi dao co c ch to bng cng ngh cao cp, t tin, nng n no. Nhng h khng lm nh vy.Thay vo Gillette a ra mt loi dao co mt ln ca ring h v gi n l Good News. Bng cch tn nhiu tin, Gillette thng trn dao co mt ln ri b.Ngy nay, dao co Gillette Good News ng tr lnh vc dao co dng mt ln ri vt i.N ln mnh ti mc hn c cng cuc kinh doanh li dao co. Vn o c: Bn khng th d on c tm c cc thuc tnh mi, vy ng bao gi ci ct.

Burger King khng thnh cng trong c gng ly thuc tnh fast ca Mc Donald. L ra Burger King phi lm g? Dng mt thuc tnh ngc li? L d nhin t i nghch chnh xc nht l Slow khng thch hp cho lnh vc bn thc n nhanh. (D vy, c mt yu t c tnh chm chp (Slowness) trong nim nng (Broilling) ca Burger King).Vo bt k tim Mc Donalds no mt ln thi cng thy mt thuc tnh khc m Mc Donalds lm ch: tr em.y thc s l ni m tr con li ko cha m vo, v Mc Donalds chng t c iu ny. y l trng hp tng t nh trn chin gia Coca-cola v Pepsi. Nu Mc Donalds lm ch tr con, th Burger King c c hi t mnh vo v tr th ch l ch dnh cho ngi ln, bao gm c tr em v khng mun b gi l con nt. Nh vy s thu ht tt c mi ngi trn mi tui (mt th trng khng n ni t). lm cho nim thnh cng. Burger King l ra phi p dng lut hy sinh, a ht th trng con nt cho Mc Donalds. Trong khi lm nh vy s mt i mt t khch, nhng ng thi Burger King cng dn c cho Mc Donalds nhn hiu l kiddieland (vn tr) (Chng 9: Lut i nghch). a khi nim ny vo tm tr khch hng, Burger King cn c mt t. T ny c th l t Grow up (ln dn ln). Ln dn ln vi v tht nng ca Burger King.Khi nim mi cho Burger King cng c th lm cho Hi ng qun tr Mc Donalds lo s v kinh hong, lun lun l du hiu tt ca mt chng trnh hu hiu.15. Lut ni thng

Khi bn tha nhn mt khuyt im, khch hng s cho bn mt u im.

Bn cht ca cng ty hay con ngi l chng li s tha nhn mt vn . T nhiu nm ri, sc mnh ca t duy tch cc c nhi nht vo u c chng ta. T duy tch cc l ti v tn ca sch v v bo ch.Nh vy c l bn ngc nhin khi ni rng cch hu hiu nht lt vo tm tr khch hng l tha nhn mt khuyt im trc ri sau chuyn thnh u im.Avis ch ng th hai v dch v cho thu xe t.vi ci tn nh Smuckers, phi l th tt.Xe hi VW kiu 1970 s v tr xu x lu bn hn.Joy nc hoa t tin nht th gii.Ci g xy ra vi cc khu hiu trn vy?Hnh nh bng dng ca s trung thc hin hu t