Khac biet-hay-la-chet

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  • 1. (Mot cun sch khng the thiu di vi cc nh doanh nghiep hien ai,nhng ng i lm marketing v cc cng ty qung co)

2. Ba 3Jack Trout la Chu tch cua TroutPartners Ltd (www.troutandpartners.com), mottrong nhng cong ty marketing uy tn nhat th gii co van phong ai dien at tai hn 20 quoc gia tren thegii. Jack Trout c moi ngi biet en nh mot bac thay ve xay dng thng hieu va hot dongmarketing. Ong la ngi a ra mot khai niem mang tnh cach mang - nh v (positioning). Ong cung laong tac gia cua nhng cuon sach thuoc hang kinh dien ve xay dng thng hieu Positioning (nh vThng Hieu), The Power of Simplicity (S 3. c M nh Cua S n Gian) va nhieu cuon sach best-seller khac.Steve Rivkin la ngi sang lap RivkinAssociates LLC (www.rivkin.net), mot congty t van marketing va truyen thong. Ong la ong tac gia cua nam cuon sach marketing va chien lctruyen thong, trong o co Differentiate or Die (Khac Biet Hay La Chet), The Making of a Name (Tao DngMot Thng Hieu), IdeaWise (Theo Chieu Y Tng) Ong con la mot dien gia thng xuyen d c mithuyet trnh tai cac cuoc hoi ngh, hoi thao ve marketing va xay dng thng hieu tren khap cac chau luc.Ba 4Khc bit hay l Cht dc tn vinh l mot trong nhng cun sch marketing hay nht mi thi d i. Chnh quaquyen sch ny, khc bit (differentiation) d tr 4. thnh mot tng ln trong th gii kinh doanh ngy nay.Xt thy tm quan trng ca viec khc biet ha, hai tc gi Jack Trout v Steve Rivkin d cap nhat v bo sungthm nhiu noi dung mi vo n bn mi ln ny.n bn ny l s tong hp thm 18 v d minh ha thc t, thm noi dung dc cap nhat hon ton v bachng mi. Mot chng gii thieu cc nghin cu v dng sn pham. Mot chng trnh by s khc biet bang nhngtin dn truyn mieng v chng cn l i cng c thm s quyt tm trong b n khi nhn m nh rang b n c the khc bietha mi th vi nhng minh ha thc t v cng sng dong.Nu b n d dc n bn du tin, chac chan b n se cm thy th v! vi n bn ny. De c ci nhn dy d v vnd khc biet ha trong th gii kinh doanh ngy nay, b n hy gi bn mnh hai n bn Khc biet hay l Cht de lm kimch# nam cho viec kinh doanh ca mnh. 5. -----------------DANH TANG ROSSER REEVES, NGI A LAM CHO KHAI NIEM 'LI THE BAN HANG OCAO TR NEN NOI TIENG. ONG UNG LA NGI I TRC THI AI BI KHONG CO NHIEUNGI TRONG CHUNG TA XAC NH C MOI TRNG CANH TRANH TREN THE GII NAYROI SE THAY OI RA SAO. 6. LI M AUGan nh trong suot qua trnh lam viec cua mnh, toi va cac ong s luon nhan manh tam quan trongcua viec tr nen khac biet.Trong cuon nh V Thng Hieu (Positioning), khac biet co ngha la t khac biet hoa d 7. ch v , snpham cua ban trong tam tr cua ca khach hang hien tai lan tiem nang.Trong cuon Chien Tranh Tiep Th (Marketing Warfare), khac biet d c nh ngha la dung mot ytng khong giong ai e t bao ve, hoac e tan cong bang loi anh boc hau hay anh du kch oi thucanh tranh cua ban.Trong cuon 22 Quy Luat Bat Bien Cua Marketing (22 Immutable Laws of Marketing), khac biet congha la dung mot y tng oc ao e xay dng mot thng hieu.Con trong cuon Sc Manh Cua S n Gian (The Power of Simplicity), khac biet co ngha la xac lapmot chien lc hng en s khac biet hoa.That vay, Tr nen khac biet luon la trong tam cua moi khai niem marketing ma chung toi a thehien trong suot may chuc nam qua.Ban co the cho rang luc nay thong iep ve s khac biet cua chung toi a c lan truyen va chapnhan rong rai. Rang, moi ngi eu ang ban ron mang s khac biet vao trong cac ke hoach cua ho vadng nh khong ai la khong ong gop cho i mot y tng khac biet cua rieng mnh. S thc co ung nhthe khong?Xin tha rang Khong!Muc ch cua chung toi khi viet cuon sach nay la hng en hai loai hnh thc to chc. Loai hnhth nhat bao gom nhng to chc cha bao gi e tam en viec phai tr nen khac biet. Nhng to chc loainay luon phai vat lon vi cac muc tieu nh chat lng cao hn, gia tr tot hay mot li khang nh tuysao mon nhng van con nhieu hap dan: san pham tot hn. Cac doanh nghiep nay cho rang san pham cuaho tot hn cac oi thu va chan ly o luon thang the.Co vo so bac thay vay quanh ho va khong ngng noi ve chat lng, ve trao quyen, ve nhhng khach hang va rat nhieu hnh thc lanh ao khac nhau. Tuy nhien, ho quen rang cac oi thu cua hocung c tr lc bi nhng quan s tng t. Vay nen, khong co g la khac biet ca!Loai hnh to chc th hai bao gom nhng to chc hieu c s can thiet cua viec tr nen khac biet.Nhng ch sau mot vai no lc khong ang ke, cac cong ty nay anh phai au long chap nhan la ho khongthe va khong biet phai lam sao e co the tr nen khac biet. Ho bao cha rang san pham cung nh cachthc ban hang cua ho chang co g khac so vi cac oi thu canh tranh.Cac to chc nay buoc phai tin vao nhng li ha hen cua cac dien gia kch hoat tinh than va truyennguon cam hng bat tan vi hy vong ngi cua ho roi se the hien c thoi quen lam viec hieu qua va xaydng thai o tch cc. Song nhng dien gia o cung en vi ca cac oi thu cua ho e kch hoat tinh than chocac to chc nay. Nh vay, van khong co g la khac biet!Va ho cung khong gat hai c bao nhieu ho tr t nhng ten tuoi han lam khoa bang ln. V dunh Michael Porter cua ai hoc Harvard, ngi a noi ve s can thiet cua mot v the oc quyen nhng thcs lai khong ho tr c bao nhieu cho cac to chc e co the at c cai v the oc quyen o. Thay vaoo, Porter lai noi ve tnh lien tien chien lc, v the chien lc va giam thieu thoa hiep. Van khong co g lakhac biet! 8. S ho tr t cac cong ty quang cao cung khong em lai cho cac to chc ieu g mi me. Nhngngi nay ch noi ve nhng ieu g co lien quan en s gan ket, ot pha, loi cuon hay de men, a nhn,noi chung la tat ca nhng ieu co lien quan en nghe thuat ch khong phai ky thuat. Van khong co g lakhac biet ay!Cuon sach nay c viet ra la e thay oi tat ca nhng quan iem tren. No a ra rat nhieu cachthc khac nhau e giup ban tr nen khac biet nhng van co the tranh khoi s cam do cua nhng g co-ve-la-khac-biet nhng thc s lai tng ong.Vi cuon sach nay trong tay, cac ban se trong mot v the tot hn e phat trien vng vang trongmot the gii canh tranh ngay cang khoc liet. ay chnh la mot cuon sach co the tao ra s khac biet cho snghiep kinh doanh cua ban.Jack Trout 9. Chng 1VNG QUC CUA S LA CHONVao thi ky s khai cua nhan loai, la chon khong phai la mot van e cua con ngi. e tra li cho cau hoiCo g cho ba toi ay?, to tien cua chung ta ch can ra khoi hang va san bat bat ky con vat nao ho nhnthay va em ve lam ba toi cho mnh va cac thanh vien.Ngay nay, tra li cho cau hoi tren, chung ta tm vao sieu th va dan mat vao vo so th co the an c mangi khac a anh bat hay nuoi trong, tham ch ho con che bien va ong goi san tat ca la v s tien licua chung ta. Chung ta khong can phai i san bat nhng lai phai can nhac xem nen mua loai nao tronghang tram th kia. Tht heo? Tht bo? Tht ga? Hay cac loai thc pham gia tht?Nhng o ch mi la bc khi au. Sau o, chung ta con phai quyet nh xem mnh se chon phan nao cuacac loai tht ay. Sn? ui? Than? Tim hay Gan?...Va co the con phc tap hn na khi mot so ngi phai quyet nh chon mua nhng th khac cho nhngngi an chay trong gia nh mnh.Cau ca cho ba toiDi vi to tien cua chung ta, viec anh bat ca la het sc n gian. Ho ch can vot nhon mot canh cay va attat ca hy vong vao van may tren dong song, con suoi. Ngay nay, anh bat trc het ngha la phai tm ennhng ca hang dung cu nh Bass Pro Shop, L.L.Bean hay Orvis e roi b loa mat trc u loai can cau,day cau, li cau en moi cau danh rieng cho tng loai ca khac nhau, roi nao la quan ao i cau, gio ngca va neu co the la ca mot con tau hay hang tram th khong ng khac na. Bass Pro, mot ca hang rong hn 30.000 m2 Springfield, Missouri, tham ch ho con co the cat toc cuaban e che bien thanh mot loai moi cau ac biet!Viec i cau hay noi ung hn la tat ca moi th a khac trc rat nhieu.i an toiNgay nay, rat nhieu ngi thng nhng viec chon a iem an toi cho ngi khac bi viec quyet nh sei an toi au trong mot thanh pho rong ln nh New York chang han, hoan toan khong de dang chut nao.Cung v vay ma vao nam 1979, Nina va Tim Zagat a thc hien mot cuoc khao sat tt c cac nha hang New York e giup thc khach giai quyet kho khan trong viec la chon nay. Ngay nay cuon cam nang nhahang loai bo tui cua Zagat (gom 54 tap) tr thanh mot an pham c ban ra nhieu trieu ban, vi nhan xetva xep hang cua hn 300.000 nha hang, quan bar, hop em khac nhau.S bung no trong la chonTrong vai thap nien qua, nhieu thay oi trong lnh vc kinh doanh bao gom s tang trng ngoan muc cachang muc san pham thuoc hau het moi chung loai dien ra lien t c. Ngi ta d oan hien co tren mot trieuhang-muc-san-pham-tieu-chuan (SKU)1 My. Trong mot sieu th bat ky, luon co tren di 40.000 SKU.Trong khi o, 80-85% san pham thiet yeu cua mot gia nh bat ky nam trong nhom 150 SKU. ieu nay co1 SKU - Standard Stocking Unit: Hang muc sn pham tiu chuan. 10. ngha la trong moi lan i mua sam, rat co kha nang chung ta se bo qua 39.850 SKU c bay ban tren cacke.Trong nhng nam 1950, neu muon mua xe, ngi dan My phai chon mot trong nhng kieu xe cua GM,Ford, Chrysler hay American Motors. Tuy nhien ngay nay, la chon o khong con b bo hep v s xut hiencua cac nhan hieu Acura, Aston Martin, Audi, Bentley, BMW, Honda, Hyundai, Infiniti Vao au nhngnam 1970, co khoang 140 nhan hieu xe co mat tren th trng va ngay nay con so nay a len en hn 300.Viec chon vo xe con phc tap hn rat nhieu. Neu trc ay chung ta ch biet en Goodyear, Firestone,General va Sears th ngay nay, ch mot ca hang ban le vo xe hi nh The Tire Rack, ban se phai doi tmnhng vo xe cung loai t hang ta thng hieu t la cho ti quen nh Goodrich, Bridgestone, Continental,Dunlop, Hankook, Pirelli, Toyo, General, Kumho, SumitomoS khac biet ln nhat chnh la ban chat cua th trng. Th trng trong nc trc ay, ni nhng cong tynoi a canh tranh vi nhau nay a tr thanh mot th trng toan cau, tao ra s canh tranh gia cac cong tyen t khap ni tren the gii.Chon ni cham soc sc khoeHay xet en mot nhu cau c ban khac la nhu cu d c cham soc y te. Trc ay, moi khi au om, ban chcan en mot benh vien bat ky ma khong phai suy ngh g nhiu ve cung cach ph c v , trnh o ky thuat ieutr hay thuoc men, ke ca chi ph v hau nh moi th ho eu tng ng nhau. Ngay nay, la chon mot cs cham soc sc khe phu hp la vo cung kho khan neu ban phai can nhac en cac yeu to noi tren.Chang han, co the noi rang bang California, Hoa Ky la mot vung at tieu bieu cua cac loai bao cao chamso