Khác biệt hay là chết

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  • KHC BIT HAY L CHTJACK TROUT

    Ngi dch: THI HNG TMTi bn ln th t c sa cha hon thin

    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

  • 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

  • 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

    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 .

    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.

    Ti tm c m gii thiu vi cc bn cun sch ny, Differentiate or Die hay Khc Bit hay l Cht.Nguyn Nam Trung

    Ch tchCty Qung co StormEye

  • 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

    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

    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

    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 ?

    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

    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.

    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.

    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.

    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.

    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.

    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.

    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.

    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.

    Jack Trout

  • Chng 1

  • 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

    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.

    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.

    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

    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

    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.

    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

    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

    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.

    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

    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.

    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.

    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.

    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.

    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

    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

    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.

    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.

    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

    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.

    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