Khác biệt hay là chết

  • Published on
    16-Jul-2015

  • View
    69

  • Download
    2

Embed Size (px)

Transcript

<ul><li><p>KHC BIT HAY L CHTJACK TROUT</p><p>Ngi dch: THI HNG TMTi bn ln th t c sa cha hon thin</p><p>Tn sch: Khc bit hay l CHTTc gi: jack TroutNgi dch: Thi Hng TmTh loi: Kinh T - Qun TrNh xut bn: Tr, TP. HCMNm xut bn: 2004Kh: 14,5x20,5 cm---------------------Ngun: Dch gi Thi Hng TmChuyn sang ebook (TVE): tovanhungNgy hon thnh: 26/4/2007http://www.thuvien-ebook.com</p></li><li><p>LI GII THIUKHI Chng 1 CH CA S LA CHNCHNG 2D IU G XY RA CHO NGH BN C QUYN (USP)CHNG 3TI TO LI NGH BN C QUYNCHNG 4NH HNG VO KHCH HNG HAY CHT LNG HIM KHI L NHNG TNG KHC BIT HOCHNG 5SNG TO KHNG PHI L MT TNG L KHC BITCHNG 6GI HIM KHI L MT TNG KHC BITCHNG 7GING SN PHM RNG L MT CON NG KH KHC BIT HOCHNG 8NHNG BC KHC BIT HACHNG 9KHC BIT HA CHIM CH TRONG TM TRCHNG 10LN U TIN L MT TNG KHC BIT HACHNG 11S HU MT THUC TNH L MT CCH KHC BIT HACHNG 12TNH DN U L MT CCH KHC BIT HACHNG 13K THA L MT TNG KHC BITNgi n b nh b i tin phong trong ngnh kinh doanh ru MCHNG 14SN PHM C BIT L MT TNG KHC BIT HACHNG 15C A CHUNG L MT TNG KHC BIT HACHNG 16LM SAO MT SN PHM L MT TNG KHC BIT HACHNG 17L CUI CNG CNG L MT TNG KHC BIT HACHNG 18NNG BNG L MT CCH KHC BIT HACHNG 19PHT TRIN C TH HY HOI S KHC BITCHNG 20KHC BIT HA I HI PHI HY SINHCHNG 21L KHC BIT NHNG NI CHN KHC BITCHNG 22GN GI S KHC BIT CA BNCHNG 23AI C NHIM V VI S KHC BIT HA</p></li><li><p>LI GII THIUTrong ch ca s chn la v chn lc ngy nay, nu bn khng phi l mt Coca-Cola hay mt Nike no th qu l kh c th ginh ly</p><p>mt ch ng vng vng trong tm tr ca ngi tiu dng. V nu bn l mt thng hiu hng u th cng khng phi l d dng c th bo vc v th mi mi bn vng cho d l bn c c ci li th hn ngi .</p><p>Nu bo bn phi tm ra mt ht np trong mt r go t th qu l khng d, nhng nu bn ch phi tm ra mt ht la trong th r rng nhimv ny d hn nhiu. Nhng d sao vic tm ny cng khng phi l hon ton n gin, bn cng cn n k nng lm cho ht la kia ni ln b mtca nhng ht go bn c th nhn din c n. c th ginh c mt ch ng trong tm tr ca ngi tiu dng, thng hiu ca bn cnphi l mt ht thc ch khng phi l mt ht np trong r go t ny. l s khc bit m bn cn phi c. lm cho ht thc (hay vin ngc ?) ca bn ni ln trn b mt v c nhn bit lu bn trong tm tr ca ngi tiu dng th li l nhim v ca chng ti, nhng cng ty qung co vmarketing. Tm ra v lm ni bt s khc bit c th ca bn.</p><p>Ti tm c m gii thiu vi cc bn cun sch ny, Differentiate or Die hay Khc Bit hay l Cht.Nguyn Nam Trung</p><p>Ch tchCty Qung co StormEye</p></li><li><p>KHI Hu nh trong sut mt i lm vic ca chng ti, ti v cc ng s ca ti u lun rao truyn v tm quan trng ca vic "l khc bit".Trong cun V th ho (Positioning), l khc bit c ngha l t c bit ho trong tm tr ca cc i tng tim nng.Trong cun Chin cuc Marketing (Marketing Warfare), l khc bit c ngha l dng mt t tng c bit ho bo v, tin cng, nh</p><p>bc hu hay tr thnh mt du kch, mt "Che".Trong cun 22 Quy lut Marketing bt bin (22 Immutable Laws of Marketing), l khc bit c ngha l dng mt t tng c bit ho xy dng</p><p>mt thng hiu.Trong cun n gin l Hon ho (The Power of Simplicity), l khc bit c ngha l thit lp mt chin lc c bit ho.L khc bit hu nh lun l trng tm ca mi vic m chng ti lm trong sut ba mi nm va qua.Bn c th cho rng lc ny, thng ip v vic "l khc bit" ca chng ti c loan truyn rng ri. Hu nh mi ngi, ai ai cng ang bn</p><p>rn xy dng s khc bit trong cc k hoch ca h. Khng mt ai khng gp mt vi i vi mt tng khc bit trong u ca anh ta, ng ta hay cta, b ta. C ng nh vy khng ?</p><p>Khng hn nh vy.nh ca chng ti khi vit cun sch ny l xt n hai loi t chc. Mt loi cha h bao gi tm n chuyn l khc bit. H vo cuc, m</p><p>ra nhng trn chin vi nhng yu t cnh tranh nh "cht lng cao," "gi tr tt" hay mt iu c k vn lun c v hp dn - "sn phm tt hn." H tintng vo nhng li th cnh tranh m h t t ra cho mnh l hn hn mi i th nhng ri chnh nhng g h tin tng ny li chnh l nhng g nhanhchng loi h ra khi cuc chi.</p><p>H t tp chung quanh h vi nhng "bc thy chuyn nghip," nhng ngi lun ming ni v cht lng, v trao quyn, v vic nh hng vokhch hng v v vn nhng hnh thc lnh o t ngh thut n phi ngh thut khc. Bt hnh thay, mi i th ca h cng c bao quanh bngnhng "bc thy" tng t. Khng c g l khc bit.</p><p>Mt loi cc t chc khc, l nhng t chc hiu c nhu cu ca vic l khc bit. Nhng ri sau mt vi n lc phi ni l khng ng k, hnh phi chp nhn l h khng th v khng bit lm sao c th t khc bit ho. H nh phi chp nhn l sn phm cng nh cch thc bnhng ca h qu l khng khc bit bao nhiu vi cc i th ca h.</p><p>H nh phi nhm n nhng phng php kch hot mi lc vn c tin tng v p dng rng ri. ng bun thay, h vn khng th tothnh s khc bit h mun c vi cng nhng phng cch v nhn t tng t nh mi i th chung quanh h.</p><p>Nhng t chc ny cng khng gt hi c bao nhiu h tr t nhng tn tui khoa bng ln. V d nh Michael Porter ca trng i hcHavard, ngi ni v nhu cu ca mt ngh Bn c quyn (USP, unique selling proposition) nhng li khng th ni chnh xc l cc cng ty cnphi lm nhng g t c ci ngh Bn c quyn ny. ng Porter thc s ch ni n nhng g bn l nh tnh lin tin chin lc, v th chinlc, thng mi chin lc v cn nhiu na cho tt c nhng ai c th tr chi ph cho nhng iu m ng ni. Vn khng c g l khc bit.</p><p>S h tr t cc cng ty qung co cng khng em li cho h iu g tt hn. H ni v nghe v nhng g nh tnh d thng, tnh t ph v.vi vi h nhng th ny c v ngh thut hn l k thut. Vn khng c g l khc bit y.</p><p>Cun sch ny c vit ra l thay i tt c nhng quan im c ni n trn. N vch ra nhiu cch bn c th t mnh l khc bitv trnh khi s cm d ca nhng g c v l khc bit nhng thc s li tng ng.</p><p>Vi cun sch ny trong tay, cc bn s trong mt v th tt hn pht trin vng vng hn trong mt th gii y cnh tranh, khng h khoannhng. y l mt cun sch c th to ra s khc bit cho cng cuc kinh doanh ca bn.</p><p>Jack Trout</p></li><li><p>Chng 1</p></li><li><p> CH CA S LA CHNVo thu bnh minh ca nhn loi, la chn khng h v cng cha bao gi c xem nh mt vn . Khi cc bc t tin xa xa ca chng ta t</p><p>hi : "C g cho ba ti y ?", cu tr li s v cng n gin. c th l bt c mt con vt no chung quanh m h c th sn ui, git chtri mang v ni h tr n.</p><p>Ngy nay, bn bc vo mt siu th khp kn v di tm trong mt rng nhng th c th n c m nhng ngi khc sn tm, git tht, chbin v ri ng gi cho bn.</p><p>Vn ca bn ngy nay khng cn ch l chim ly. Vn ca bn l c gng hnh dung ra phi mua th g trong hng trm, hng ngn th vibao b mi kiu dng ang tr mt nhn tr li bn t trn cc k hng. Tht ti ? Tht chn ? Tht g ? v.v</p><p>Nhng ch mi l bc khi u. Bn s cn phi quyt nh mnh s mua phn tht no. Sn ? i ? Thn ? v.vV cn na, bn cn phi quyt nh s mua nhng g v cho nhng thnh vin khng n tht trong gia nh ca bn ?Cu c cho ba tiVic bt ly mt con c i vi nhng t tin xa xa ca chng ta ch n gin l vn vt nhn mt cnh cy v hy vng vo vn may.Ngy hm nay, iu ny c ngha l phi tm n mt ca hng chuyn bn cc ngh cho vic cu c la chn mt vi trong v s th nh</p><p>cn cu, dy cu, li cu, mi cho tng loi c khc nhau, ri no l qun o i cu, gi ng c v nu c th l cn hng trm nhng th khng thno ng n khc na.</p><p>V ri bn s i cu ni no ? Ao h hay sng, sui hay bin ?Vic i cu pht trin qu xa, qu rng so vi nhng ngy ca nhng cnh cy vt nhn.i n tiNgy nay, rt nhiu ngi thng n y vic phi chn ra mt ch n ti cho nhng ngi khc. Quyt nh s i n ti u trong mt thnh</p><p>ph rng ln nh Newyork chng hn, khng th l mt chuyn d dng.Cng v vy m Nina v Tim Zagat su tm, bin son v ri pht hnh cun ch nam v cc nh hng New York vo nm 1979 gip cho</p><p>chng ta d dng tr li c ci cu hi kh khn v vn la chn ny. Ngy nay cun ch nam b ti ca Zagat tr thnh mt n phm c bnra n hng triu bn vi nhn xt v xp hng n hng trm ngn nh hng t nh n ln trn khp nc M v c nhng thnh ph ln ni tingtrn th gii.</p><p>S bng n trong chn laiu thay i ln nht trong kinh doanh qua vi thp nin gn y l s tng trng cn hn l ngon mc na cc hng mc sn phm trong hu</p><p>ht mi chng loi hng ha. Ngi ta d on l hin c trn mt triu hng mc sn phm ch ring nc M. Trong mt siu th bt k c khongtrn bn mi ngn hng mc sn phm khc nhau. Trong khi , nhu cu trung bnh ca mt gia nh ch cn n khong mt trm nm mi loi snphm khc nhau. iu ny c ngha l, mua c nhng g mnh cn, chng ta cn phi loi b t nht l ba mi chn ngn tm trm nm mi ccloi sn phm c by bn trong mi ln i mua sm.</p><p>Mua mt chic xe cch y vi thp nin c ngha l bn phi chn la mt trong khong mt chc nhng kiu xe ca nm ba hng xe danh ting.V ngy nay, vic quyt nh mua mt chic xe c ngha l bn phi chn ra mt trong hng my trm kiu xe ca hng my chc hng sn xut danhting trn ton th gii.</p><p>Ngay c trong mt th trng hp hn rt nhiu nh chn mt loi xe t gi nht bn cng c n vi chc chn la khc nhau. V bn s cnphi au u hn na nu phi la chn nhng th ph tng nh v xe hay rut xe.</p><p>S khc bit ln nht trong nhng ngy ny l khng phi ch l mt th trng quc gia vi ch nhng cng ty ni a cnh tranh vi nhau m lmt th trng ton cu vi mi ngi cnh tranh ln nhau mi ni trn th gii.</p><p>Chn la ang lan truynNhng g va c m t trn y ch l nhng g v ang xy ra trn th trng ca nc M, mt th trng c th ni l a dng nht bi v</p><p>dn M c th ni l nhng ngi tiu dng giu c nht v ang sng trong mt mi trng marketing bng n nht.Hy th xt n nhng quc gia khc, nh Trung Quc chng hn. Sau nhiu thp nin ch mua v la chn trong vi chc loi sn phm thc n</p><p>truyn thng c sn xut t nhng cng ty quc doanh, ngy hm nay ngi dn Trung Quc c th chn la rng ri vi v vn sn phm thc ntrong cng nh ngoi nc mi khi h i mua sm. Theo nhng thm d mi y th th trng v cc sn phm thc n ca Trung Quc ang bt ubng pht. Ch ring cc sn phm ni a, ngi dn Trung Quc c n mt trm ba mi lm thng hiu thc phm vi v vn hng mc snphm chn la. Con ng trc mt cn di nhng ngi Trung Quc ang trn con ng i n mt tnh trng nghim trng ca ch chnla.</p><p>Mt s th trng khc cn xa mi i n ch bng pht. Nhng quc gia nh Liberia, Somalia, Bc Triu Tin v Tanzania cn qu ngho vang trong thi k khng hong nn vic c chn la ch c th l nhng tia hy vng lp lo trong con mt ngi dn nhng quc gia ny.</p><p>Quy lut ca s phn chiaQuy lut ca s phn chia tc ng v to ra ch chn la, iu c ni n trong cun 22 Quy lut Marketing Bt bin.Nh mt phn bo t phn chia trong a nghim, v i Marketing cng c th c nhn nh mt rng m rng khng ngng ca cc chng</p><p>loi sn phm.Mt ging sn phm bt u t mt thc th n c. My tnh chng hn, vi thi gian cc ging sn phm pht trin sang cc phn on khc.</p><p>T my tnh ca thi gian u tin sang cc th h khc v n ngy nay l my tnh xch tay, bt vi tnh.Cng nh vi tnh, xe hi cng pht trin t mt ging sn phm n c. Trong mt thi gian di hu nh ch c ba thng hiu hon ton chi</p><p>phi th trng xe hi (Chevrolet, Ford v Plymouth, v ri ging sn phm bt u phn chia. Ngy hm nay chng ta c cc loi xe hng sang, loitrung bnh v loi r tin vi nhiu chng loi xe khc t xe chuyn ch n cc loi hai cu t ng hay bn t ng v.v</p></li><li><p>Trong ngnh cng nghip truyn hnh, mt thi qua, ch c vi ba i truyn hnh chi phi hu ht cc ngi xem cho n ngy nay vi nhiuloi hnh truyn hnh vi nhiu cng ty, i pht khc nhau hu nh ca c th gii ny cho chng ta chn la. Vi dng thc bng, a hnh ngy nay cci truyn hnh cc loi hon ton c th m tng n mt h thng vi hng trm knh khc nhau cho nhu cu ca ngi xem ca h. Vi tt c nhngs pht trin v phn chia trn, bn s phi d tm chn la mt th g xem trn v s knh, i khc nhau v hon ton c th l khi bn tm cnhng g m mnh mun xem th chng trnh n hi chm dt.</p><p>"Phn chia" l mt qu trnh khng h ngng ngh. Nu bn cn nghi ng v iu ny hy xem qua biu sau v s bng n ca vic la chn :</p><p>Ngnh "Cng nghip la chn"S phn chia ny dn n vic ra i ca mt ngnh cng nghip mi c ch nh h tr mi ngi trong vic chn la ca h. Chng</p><p>ta c nhc n Zagat vi cun ch nam v cc nh hng ca h.Bn c th tm thy nhiu ni nhng li khuyn kiu nh nn mua nhng loi c phn, c phiu no. Lm sao tm n mt nha s ng v</p><p>thch hp Saint Louis hay cch tm ra mt chng trnh cao hc ph hp trong hng trm trng i hc trn c nc.Mng Internet ngy nay cng mau chng c y nhng thng tin loi ny trn cc web site h tr cho bn c th la chn bt c th g</p><p>m bn c th tng tng n, tt c u ha hn vi bn mt mc gi tht hp dn.Cc loi tp ch dnh cho ngi tiu dng cng vy, em n v s thng tin v cc hng mc sn phm ging sn phm. Vn duy nht t</p><p>cc tp ch ny l nhiu lc chng ni n sn phm qu chi tit khin cho chng ta cng m m thm khi phi c qu nhiu.Cc nh tm l v tiu dng cho rng c qu nhiu hng mc cc loi cho chng ta chn la c th lm cho chng ta in r ln v ri rm. Hy suy</p><p>xt v nhng g m tin s Carol Moog phi ni v ti ny : "Qu nhiu th chn la, v tt c u c th c tho mn nhanh chng s khincho chng ta c mi phi so o, tnh ton nh l con tr. Trn gc marketing th iu ny khin cho ngi ta ngng ch tm v mt i kh nng quytnh ng. H t chi v tm mi cch t bo v khi b kch thch qua ng ; h nn lng v nh phi chn ba."</p><p>S la chn c th tr thnh ng s ch thng c nh ngha l mt quyn lc bnh trng v ng s.V cng l th i vi s la chn. Vi s cnh tranh d di, th trng ngy nay b iu khin bi s chn la. Khch hng ngy nay c qu</p><p>nhiu sn phm cng loi la chn nn bn s phi tr gi gn nh tc thi v nhng sai lm ca bn. Mt khi phm sai lm, cc i th ca bn lptc ginh ly th phn ca bn v qu l khng d dng g c th ginh li. Cc cng ty khng chu hiu thu iu ny s nhanh chng b loi ra khicuc chi v khng th tn ti.(lc ny qu l ng s)</p><p>Chng ta tng bit n nhng thng hiu danh ting m ngy nay khng cn nghe n na. Chng ta khng cn phi lit k ra y danhsch ca cc t chc ny bi v ngay chnh bn cng c th nh ra mt s nhng tn tui tng danh ting .</p><p>Bn phi ht sc cn trngNu bn b qua nhng g c o ca chnh mnh v c gng l mi th dnh cho mi ngi, bn s nhanh chng chn vi nhng g l khc bit</p><p>ca bn. Hy xt n trng hp ca Chevrolet, mt thi tng l loi xe gia nh y gi tr v chim lnh th trng. V khi Chevrolet c gng thm vonhng g l "t gi", th thao", "nh b" vo tnh cch ca mnh h t loi b s khc bit ca chnh h. Ngy nay thng hiu ny b nhngthng hiu khc vt qua v b h li sau lng. S khc bit ca h tn li i cng vi cng cuc kinh doanh ca h.</p><p>Nu bn khng ch tm n nhng thay i trong th trng, s klhc bit ca bn cng c th mt i tm quan trng ca n. Hy xt n trnghp ca DEC, mt thi tng l mt nh sn xut hng u v my tnh, h khng ch n nhng thay i trong cng ngh v k thut lm chomy tnh c nhn tr thnh mt lc tc ng chnh trong cc vn phng. S khc bit ca h mt i tm quan trng tng c. Ngy nay DEC cht v bst nhp bi Compaq.</p><p>Nu bn c phi chu lp bng bi cc i th cnh tranh ln hn m khng bao gi thit lp nhng g l khc bit ca bn, bn s mi mi yukm. Hy xt n trng hp ca Westinghouse, h khng bao gi thot ra khi ci bng ca General Electric v ngy nay h khng cn tn ti. HayGoodrich c th sng ch li cc loi v xe nhng ri Goodyear li hng ht mi phn li nhun bi v s nhm ln gia thng hiu ca h vi mtthng hiu ln hn, chnh v iu ny m h khng th c phn bit ra trong tm tr ngi tiu dng.</p><p>Th gii kinh doanh ngy nay l mt th gii tn nhn.V cng lc cng tn nhn hn</p></li><li><p>ng cho l mi vic ri s an ho tr li. Chng ta phi cm nhn rng n s cng lc cng tn nhn hn ch n gin v cng ngy cng cnhiu s chn la hn na.</p><p>Trong cun sch mang tn "Nhanh hn" (Faster), tc gi James Gliek ni v ci iu c th gi l mt tng lai hoang d, "S tng tc cahu nh mi th". Hy xem on vn sau y ca cun sch ny :Vic tng trng nhanh chng ca s la chn khin chng ta bt buc phi bc vo ci by ca s chn la. Chng ta cng c nhiu thng tin, chngta cng tm kim thm thng tin. Chng ta cng c nhiu s chn la chng ta cng cn thm nhiu la chn. S phc tp to thnh s chn la ; schn la thc y cng ngh ; v cng ngh sinh ra s phc tp. Khng c s phn phi hng ho, khng c vic sn xut hiu qu trong thi i mingy nay, khng c nhng s in thoi min ph v chuyn pht nhanh v trn ht c nu khng c my vi tnh, s la chn khng th bng pht nhvy.</p><p>Qu ng, qu b, cc bn ca ti, chng ta vn cha nhn thy mt nh sng no.*** </p></li><li><p>CHNG 2</p></li><li><p>D IU G XY RA CHO NGH BN C QUYN (USP)Vo nm 1960, ch tch mt cng ty qung co, Rosser Reeves, c bit n nh mt ngi tng kinh siu thot cho nhng g bc n. ng </p><p>vit mt cun sch ni ting mang tn Tnh thc t trong Qung co (Reality in Advertising). Cun sch ny ca ng c chuyn dch thnh haimi tm ngn ng khc v c s dng rng ri nh mt cun sch gio khoa. Cch ny hay cch khc, c th ni l mt khi u cho mt thii marketing mi.</p><p>Trong cun sch ny, ng ta gii thiu v nh ngha mt khi nim oc gi l ngh Bn c quyn hay USP (Un...</p></li></ul>

Recommended

View more >