Marketing theo phong cach Sao Kim

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  • HERMAWAN KARTAJAYA

    MARKETING THEO PHONG CCH SAO KIM

    MARKETING IN VENUS

    Bn quyn ting Vit 2007, 2010 Cng ty Sch Alpha

    Lan Phng, Thanh Huyn, Phng Hoa dch

    Trnh Minh Giang hiu nh

    NH XUT BN LAO NG X HI

    D n 1.000.000 ebook cho thit b di ng

    Pht hnh ebook: http://www.taisachhay.com

    To ebook: T Hi Triu

    Ebook thc hin dnh cho nhng bn cha c iu kin mua sch.

    Nu bn c kh nng hy mua sch gc ng h tc gi, ngi dch

    v Nh Xut Bn

    http://www.taisachhay.com/

  • MC LC

    MARKETING THEO PHONG CCH SAO KIM ............................................................ 2

    LI GII THIU ....................................................................................................................... 5

    LI NI U ............................................................................................................................. 7

    PHN I ....................................................................................................................................... 11

    NGUYN TC #2: KHCH HNG .................................................................................... 21

    NGUYN TC #3: I TH CNH TRANH ................................................................. 32

    NGUYN TC #4: CI G .................................................................................................... 43

    NGUYN TC #5: TI SAO ................................................................................................ 52

    NGUYN TC #6: NH TH NO .................................................................................. 62

    PHN II ...................................................................................................................................... 72

    NGUYN TC #8: DCH V ............................................................................................... 83

    NGUYN TC #9: QUY TRNH ......................................................................................... 93

    NGUYN TC #10: PHN ON TH TRNG .................................................... 102

    NGUYN TC #11: XC NH TH TRNG MC TIU ................................... 112

    NGUYN TC #12: NH V ........................................................................................... 123

    PHN III ................................................................................................................................. 133

    NGUYN TC #14: SN PHM ..................................................................................... 146

    NGUYN TC #15: NH GI ........................................................................................ 163

    NGUYN TC #16: PHN PHI ................................................................................... 172

    NGUYN TC #17: QUNG B ..................................................................................... 189

    NGUYN TC #18: BN HNG ..................................................................................... 202

    V TC GI ........................................................................................................................... 214

  • LI GII THIU

    Marketing ti Sao Kim l u sch, cng trnh nghin c u chuyn su nht

    v khai thc tnh n trong mi khch hng tim nng ca chng ta. Nhng

    hiu bit, c kt ca tc gi gip c gi c c tm nhn ca mt chic

    my bay trc thng, nm c nhng gi tr tng th v khch hng ca

    mnh trn hnh tinh sao Kim. s khn kho ca cc nh tip th ngy

    cng rng ln v su sc hn.

    Cc nghin cu, cu chuyn v chinh phc th trng ngon mc nhiu

    ngnh hng trong u sch cho thy, hy chinh phc tri tim ca khch

    hng thuc c hai gii bng kh nng thu cm nhng thang bc cm xc v

    mong mun ca khch hng. Bng nhng hiu bit v tm l hc, x hi hc,

    nhn chng hc v rt nhiu khoa hc khc lm giu kin thc cng nh

    cch nhn ca bn v cng ngh tip th bng cm xc !

    V bn cht Tnh cm c sc lan ta, v vy cc nh tip th hy bc i mt

    cch thn trng ! nhng hy lng nghe, hy tin vo bn nng, gic quan th

    6 v s tng tri ca mnh sng to ra nhng gii php tip th t ph

    trong khng gian v th gii cm xc, tnh cm ca khch hng!

    Nhng ngi mang tnh n lun ch ti chi tit! Khch hng ang tr nn

    ngy cng phc tp v nh gi mi th rt t m. V vy, nu khng mun

    lm khch hng tht vng, tc gi khuyn co chng ta ng bao gi b qua

    th g bt k n nh b n u. Bt u t chnh sch ca cng ty cho ti

    cc sn phm ca bn! Nh vy l bn cung cp cho khch hng c

    nhng li ch cm xc tch cc, hy m bo chc chn rng bn v c tt c

    cc nhn vin ca bn cng cm thy thoi mi thc hin chin lc

    nyly li ch cm xc lm v kh mi chin thng, chinh phc th

    trng v thng ca bn.

    Trong s nhng phng thc v gii php cp, tnh Mu T, tnh cm,

    gi tr gia nh, tnh yu, tnh nhn bn, thc trch nhim cng ng x

    hi l nhng sui ngun tng, c hi ln to s khc bit t ph

    trong mc tiu chinh phc th trng v khch hng ca cc thng hiu.

    Tc gi cng gii thiu em n cho c gi nhng cu chuyn, cng c

    pht huy cao nht kh nng qung b nh s dng cng ngh thng tin

    truyn ti cc thng ip cm xc ti khch hng ca bn. Bng cch ny,

    h s c mt mi lin h cng nh s gn kt, sc ht v tnh cm vi cng

  • ty v thng hiu ca bn. Hy tip cn tnh cm ca khch hng bng

    nhng thu cm v gii php c th ho, thng ip c nhn, mi chuyn s

    tr nn d dng hn.

    Hermawan Kartajaya, ch tch Hip hi Tip th Th gii l mt trong 50

    chuyn gia hnh thnh nn tng lai ca tip th do Vin Hin Chng Tip

    th - Vng quc Anh (CIM-UK) bu chn. ng l s kt hp c o gia

    mt nh nghin cu chin lc kinh doanh, t vn cao cp c bit trong

    lnh vc tip th. u sch Marketing ti sao Kim ca ng khi qut v t

    kt 18 nguyn tc gip cc nh tip th nh hng v tm nhn xy dng

    cc chng trnh k hoch tip th mt cch hiu qu nht trong khng gian

    cm xc tinh t v nhiu cung bc ny.

    Chc cc Bn s tip tc khm ph thm nhiu iu th v ang ch i

    trong nhng trang sch tip sau, chc chn rng nhng hiu bit mi ny

    khng ch gip cc nh tip th hon thin cng vic m cn gip mi ngi

    chng ta thm nim vui, s lng mn v thng hoa trong cuc sng, tnh yu

    v s nghip ca mnh.

    TRN HONG

    Ch tch Hi Marketing TP.HCM

    Ch tch VietnamMarcom

  • LI NI U

    Marketing theo phong cch Sao Kim:

    Loi hnh marketing tip theo trong bi cnh kinh doanh

    Bn c nh cch thc m vi nm trc y Nokia vt qua Ericsson

    gi y ginh ly v tr dn u trong ngnh cng nghip sn xut in thoi

    di ng ca th gii? y l cu chuyn v cng ngh mang tnh nhn bn

    (human technology) do mt cng ty sn xut bt giy ph sn to ra

    nh bi cng ngh bluetooth (bluetooth technology) do mt cng ty vin

    thng c lch s hot ng hn mt th k pht minh ra. y cng l cu

    chuyn v cch m cc thit b c nhn kt ni mi ngi (connecting

    people) nh bi my in thoi cm tay chnh bn c lng nghe

    (make yourself heard)! V y thc s l cu chuyn v cch m mt cng

    ty mnh v tip th chin thng mt cng ty mnh v k thut trong

    ngnh cng nghip in thoi di ng.

    Chc chn rng cuc chin gia hai cng ty ca bn o Scandinavia ny

    vn cha kt thc! Khi Ericsson quyt nh ng ca b phn in thoi di

    ng ca mnh thnh lp mt cng ty mi vi Sony vi t l 50:50 gi

    tn l SonyEricsson, mi ngi u thy rng cuc chin chuyn sang

    mt vng u mi. Vic phn tch cuc chin ny rt hu ch v ngha,

    n gin l bi chnh in thoi di ng, ch khng phi my tnh c nhn,

    mi l biu tng cho k nguyn cng ngh thng tin. in thoi di ng s

    tr thnh cng c h tr c nhn mnh nht trong thp k ti. V sao vy?

    V vt dng ch nm gn trong lng bn tay ny s l thit b h tr di ng

    cho chic my tnh c nhn v vic thng tin lin lc ca bn. Nhng ngi

    s hu vt dng ny s to nn mt th trng mi, mt th trng ni m

    khng gian hon ton ch l o, mt th trng vi bi cnh mi cn nhng

    chin lc v chin thut mi.

    Nh Nokia ch ra, cng ngh ginh c chin thng l cng ngh c th

    phc v con ngi. Khng mt cng ngh tin tin no li ch c to ra

    phc v cng ngh. Do , cng ngh thng tin thnh cng, khng ch

    ring cng ngh in thoi di ng, cn c kh nng truyn ti nhng thng

    ip cha nhiu cm xc hn. V sao nh vy? V bn cht, hu ht cc giao

    tip ca con ngi u lin quan n cm xc ch khng phi l nhng

  • thng ip mang tnh l tr, lin kt mi ngi mang tnh cm xc, so vi

    chnh bn c lng nghe rt l tr.

    Nh in thoi cm tay, (mt s) c Internet v my tnh c nhn h tr,

    ca nhng ngi dng hay di chuyn c thm nhiu kh nng tng tc

    hn! Hy th on xem xu hng ny lm ai tr nn hnh phc nht trn

    th gii? N gii! V bn cht, n gii c nhu cu ni khong 20 nghn t

    mt ngy, trong khi nhu cu ca nam gii ch l 7 nghn. V bn cht, n

    gii cn lin lc vi nhau nhiu hn nam gii. V vy, hu ht cc khch

    hng ca in thoi cm tay c nhu cu kt ni l n gii. Tuy nhin, chc

    chn rng nam gii cng s dng in thoi cm tay kt ni tt hn vi

    ngi khc, bao gm c nhng ngi cng v khc gii. Nh vy l ngy

    nay nam gii ang c xu hng x s ging n gii hn. H ang tr nn

    quan tm n hnh thc hn, hay theo t ca ring ti l tr thnh nhng

    ngi c thin hng n hay tnh n. C dn ca hnh tinh tri t ny

    ang ngy cng giu cm xc, ging nh nhng nhn vt thn thoi trn

    Sao Kim.

    Khi John Gray vit cun n ng Sao Ha, n B Sao Kim, ng k cu

    chuyn khi n ng i t sao Ha n sao Kim gp n b. Sau , h

    cng nhau v Tri t. y l hnh tinh m n ng v n b

    lun xung t. Gi y trong th gii tng tc ny, h li cng quay tr v

    sao Kim, sng trong mt th gii giu cm xc v nhiu tng tc hn, ni

    m nam gii hc cch lm theo nhng quy tc ca n gii, ni tr tu cm

    xc nh bi ch s thng minh, ni cm xc quan trng hn suy ngh,

    v ni mi li th cnh tranh u c c t li ch cm xc.

    Sao Kim cng l hnh tinh ni m cc nghin cu nh tnh c gi tr hn

    nghin cu nh lng. V sao vy? V c dn ca sao Kim t khi a ra cc

    cu tr li chnh xc, c bit trong cc vn nhy cm. Do , nhng

    ngi lm Marketing theo phong cch Sao Kim phi khng ch c kh nng

    gii thch m cn phi c th dng trc gic nhn bit. D liu mm s

    thay th d liu cng. Nu ch i mt phn ng no t cc c dn sao

    Kim, bn s lun b mun. Bn khng th ch hi h, bn phi mang li cho

    h ci g trc khi h hi v th y.

    Trong khi vic xy dng nhn hiu lun l yu t to khc bit ca tip th,

    cng vic ny ti Sao Kim ng ngha vi vic xy dng uy tn. Khng c

    cm hng, tnh cm v tinh hoa cho nhn hiu, cc c dn Sao Kim s khng

  • nhn ra uy tn, m thiu iu ny h s khng c lng trung thnh vi nhn

    hiu .

    Tri t, ni nam gii thng tr, tin cy lun l yu t quan trng nht

    trong Cht Lng Dch V c Leonard Barry, Parasuraman v Valerie

    Zeithalm nhc ti trong Cung Cp Dch V C Cht Lng: Cn Bng Nhn

    Thc v K Vng ca Khch Hng (Delivering Quality Service: Balancing

    Customer Perceptions and Expectations). Ngc li, ti sao Kim s thu cm

    l iu quan trng nht. Cc c dn sao Kim thch c cm gic c tham

    gia vo bt k mt quy trnh tip th no, c bit khi pht trin mt sn

    phm mi.

    Cho d n gii thng tr sao Kim, khng thc s c mt ngi ph n hay

    nam gii thun nht. C s pha trn cc nhim sc th nam v n. Bi th,

    bn s tht bi hon ton nu c phn on th trng cho nam v n gii.

    Bn phi suy ngh vt ra ngoi nhn khu hc. S dng cc bin s v li

    sng v hnh vi l phng php hu hiu hn rt nhiu phn on cc

    khch hng sao Kim.

    Bt k v mt sinh hc h l nam hay n, u phi tip cn h t con tim.

    Ti sao vy? Khi c ca h qu ti vi qu nhiu thng tin. Thng tin

    ng, thng tin sai, thng tin tt, thng tin xu, tt c khin khch hng sao

    Kim ln ln. Khuyn khch tri tim nh James Kouzes v Barry Posner,

    nhng ngi i u trong nghin cu v lnh o, xut khng ch

    ng vi cc khch hng trn th gii m c khch hng bn ngoi t sao

    Kim. Bi th, gi li ha l rt quan trng. Ph n s ght bn c i, mt

    khi h b bn la di.

    thng trong cuc cnh tranh ti sao Kim, bn phi chi tr chi bi cnh

    - lm sao c th mang nhng gi tr ca bn n cho khch hng. Ni dung

    tt, tc nhng g bn mang li cho khch hng, l iu bt buc, nhng ch

    l yu cu c bn. y ch l chic v vo ca bt u cuc chi. y

    cha phi l chic v ginh chin thng. Mi sn phm v dch v bn

    mun tung ra th trng phi em li mt tnh cm ng nh to tri

    nghim cho cc khch hng sao Kim. Khng lm c iu ny, sn phm

    hay dch v ca bn s b coi nh mt loi hng ha, cho d bn c gi tr

    thng hiu cao. Vic nh gi phi d hiu i vi khch hng sao Kim.

    nh gi khng c r, nhng cng khng c phc tp. i khi

    khng c gi li tt hn. Bi cuc chin v gi tr thc khng din ra i vi

  • li ch chc nng v gi c m chuyn sang li ch cm xc v cc

    chi ph khc.

    Knh truyn thng hu hiu nht ti sao Kim l cng ng. Ph n thch

    c gn b vi t nht mt cng ng. V cng ngh thng tin thm ch

    bin hnh tinh thnh mt cng ng rng ln. Khch hng c th ni

    chuyn, ngng m, ch trch nhn hiu ca bn khp ni trn hnh tinh

    ny sut 24 ting mt ngy, 7 ngy mt tun v 365 ngy mt nm. V vy,

    chnh giao tip c nhn ch khng phi qung co i chng l knh truyn

    thng tip th hu hiu nht ti sao Kim. P2P c th mang ngha Ngi vi

    Ngi (People to People) hay My ni My (Peer to Peer). Thnh phn

    quan trng nht y l s tng tc cng mt mc .

    l l do v sao nguyn tc cui cng nhng khng km phn quan trng

    trong Marketing theo phong cch Sao Kim l qun l quan h khch hng

    bn hng hiu qu. Khch hng sao Kim ght b l i tng bn hng.

    H thch cc mi quan h.

    Cui cng,

    Cho mng bn n vi sao Kim!

    Hy s dng nhng nguyn tc ny mt cch khn kho v bn s ginh

    chin thng trc cc i th trong mt th gii ang ngy cng tr nn a

    cm, th gii ca sao Kim!!!

  • PHN I

    Bi cnh kinh doanh v thch thc

    NGUYN TC #1: THAY I

    Cng ngh thng tin truyn ti nhiu thng ip cm xc hn

    Lin tng no xut hin trong tm tr bn khi bn nghe n t cng ngh

    thng tin? Ti chc chn rng cu tr li ca bn s khng lch nhiu ra

    khi nhng t nh: phc tp, kh khn, rc ri, l tr v hin i.

    Ti on s rt t ngi lin h cng ngh thng tin vi tnh cm, ch cha

    ni n cm xc. Trong thc t, cng ngh ny nh hng rt nhiu ti tm

    trng v tnh cm ca chng ta.

    Bn hi bng chng?

    Hy ng tng tng rng cng ngh thng tin ch l mt chic siu my

    tnh v cng phc tp ca hng IBM vi kch thc ln bng ngi nh, hay

    phng iu khin ca NASA dn ng cho cc con tu v tr Columbia hay

    Discovery ang bay ngoi khng gian. Bn cn nh rng in thoi cm tay,

    my tnh xch tay, my nhn tin, my tnh c nhn cng l mt phn ca

    ngnh cng ngh thng tin phc tp ang gi mt v tr trong i sng hng

    ngy ca chng ta. Chng ta thng nhc ti nhng thit b trong tay ngi

    s dng sn phm sau cng nh nhng ti sn ca khch hng.

    Hin nay, mi loi my mc ny u c chc nng ca ring n v khng

    c tch hp, cho d xu th pht trin cng ngh ang hng ti vic nhp

    cc loi my mc phc tp ny li vi nhau, c bit khi mng Internet

    c c quy m quan trng nh hin nay.

    Chng kh nhn ra kt qu!

    Ngi tiu dng s ngy cng tr nn thoi mi v cm thy t nhin khi s

    dng cc loi tin ch khc nhau m cng ngh mang li. Cng cn nh rng

    khch hng ngy cng c nung chiu trc nhng nhu cu v chc

  • nng ca cc loi my mc ny, cng nh, v c bit trong, cc nhu cu v

    tnh cm. S hp nht trong cng ngh thng tin s ngy cng tha mn cc

    kha cnh tnh cm ca ngi tiu dng.

    Ly tin nhn lm mt v d. Ngy nay, rt bnh thng nu ta thy mt ai

    mm ci hay ci sng khoi, khc lc hay thm ch go tht trc my

    tnh ca h. Cng ngh ngy cng hin i ca thi i ngy nay cho php

    con ngi th hin bt k iu g h cm thy c qua Internet. Con ngi

    nhn thy vic lm ny tr nn rt d dng v Internet thm ch cn gip h

    rt nhiu trong vic th hin hay bc l cm xc. Gi s qua qua dch v

    chuyn tin nhn tc th Yahoo! Messenger do Yahoo! hay MSN Messenger

    do Microsoft pht trin, ngi dng c th dng thm cc phng tin biu

    l cm xc (qua cc biu tng cm xc) nh mt ci, mt bun, hay mt

    gin d, v.v... khin vic th hin nhiu trng thi cm xc tr nn rt n

    gin.

    Cng ngh h tr con ngi mt cch hu hiu biu l s tc gin,

    ni ti yu em, ni ti ght bn, ni chia tay ngi bn trai hay

    bn gi, hoc thm ch ng li cu hn qua mng. Tht tuyt vi, ng

    vy, nhng cng ngh cng khin con ngi tr nn giu tnh cm hn.

    Ngoi dch v chuyn tin nhn tc th, nhu cu biu l tnh cm cng c

    tha mn nh cng ngh in thoi di ng. Gi y chng ta c th gi cho

    bn b v nhng ngi gn gi thn thng nhng tin nhn c minh ha

    bng in thoi di ng. Mt vi loi thm ch cn c trang b my nh

    bn c th gi i nhng bc hnh ca mnh cho bn b hoc ng nghip.

    Cn c rt nhiu iu th v khc v in thoi di ng. Thng 12 nm

    2002, cng ty in thoi di ng Siemens...