22 Quy luật bất biến trong Marketing PDF

22 Quy Lut Bt Bin Trong Marketing
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Mc lc
Li gii thiu ................................................................................................................................................. 2
V hai tc gi Alries v Jack Trout ................................................................................................................. 3
Al Ries ........................................................................................................................................................ 3
Jack Trout .................................................................................................................................................. 4
1.
Quy Lut Tin Phong ............................................................................................................................. 5
2.
Quy lut chng loi ............................................................................................................................. 10
3.
Quy Lut Ghi Nh ................................................................................................................................ 14
4.
Quy lut nhn thc Marketing l cuc chin v nhn thc................................................................ 17
5.
Quy lut tp trung ............................................................................................................................... 22
6.
Quy lut c quyn ............................................................................................................................. 28
7.
Quy lut nc thang .............................................................................................................................. 31
8.
Quy lut song i ................................................................................................................................ 35
9.
Quy lut i nghch ............................................................................................................................. 39
10.
Quy lut phn chia .......................................................................................................................... 44
11.
Quy lut trin vng(vin cnh) ....................................................................................................... 48
12.
Quy lut m rng ............................................................................................................................ 51
13.
Quy lut hy sinh .............................................................................................................................. 56
14.
Quy lut c tnh ............................................................................................................................. 61
15.
Quy lut thnh tht ......................................................................................................................... 64
16.
Quy lut n then cht ................................................................................................................... 66
17.
Quy lut khng th d on ........................................................................................................... 70
18.
Quy lut thnh cng........................................................................................................................ 73
19.
Quy lut tht bi ............................................................................................................................. 76
20.
Quy lut cng iu ....................................................................................................................... 78
21.
Quy lut gia tc ............................................................................................................................... 81
22.
Quy lut ngun lc .......................................................................................................................... 83

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Li gii thiu
TTO - S thnh cng ca mt thng hiu ph thuc rt nhiu vo cng tc
marketing. Th nhng, hng t la v ang b tiu ph vo nhng chng trnh
marketing km hiu qu, bt k rng c th l nhng chng trnh c u t
v vn cng sc v chi ph.
Mt chng trnh marketing hiu qu khng phi ch cn c ln k hoch y
, thc hin ng thi im v c ngun h tr ti chnh thun li m cn phi
tun theo nhng quy lut marketing ph hp.

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Cng ging nh t nhin lun c lut ca t nhin, marketing cng c nhng quy
lut ca marketing. Bn c th ch to mt chic my bay tht p, kiu dng hin
i nhng n s khng ct cnh khi mt t nu bn khng tun theo nhng quy
lut v kh ng hc, c bit l lut trng trng ca tri t. Bn c th xy dng
mt kit tc kin trc trn nhng cn ct, nhng nu bn khng chn ni khut gi,
trnh xa sng bin th cng trnh ca bn s nhanh chng b ph tan bi nhng cn
sng bin v gi tri. Tng t, k hoch marketing hon ho ca bn c th
khng em li kt qu nh mong mun bi bn khng tun theo mt quy lut
marketing no . i khi ch cn mt sai lm, mt nc c thiu chnh xc, bn
vut mt nhiu c hi thnh cng, thm ch ci gi phi tr l rt t.
Cun sch 22 Quy lut bt bin trong Marketing ny s hng dn bn cch

trnh nhng sai lm ngay t giai on u tin ln k hoch marketing. y l
nhng quy lut c bn c kh nng chi phi nht nh n s thnh cng cng nh
tht bi trong cng vic kinh doanh ca bn. y cng l cng trnh tm huyt ca
hai tc gi Al Ries v Jack Trout sau nhiu nm nghin cu v tri nghim thc t
kinh doanh. Nhng quy lut ny mang gi tr thc tin cao, d nm bt v vn
dng. Ch cn bn tip thu chng vi s ci m, linh ng v nhy bn ca ring
bn, kt qu t c chc chn s lm bn ngc nhin.
V hai tc gi Alries v Jack Trout

Al Ries
TTO - Al Ries l mt trong nhng nh chin lc marketing ni ting khp th

gii. ng l tc gi v ng tc gi ca nhiu quyn sch bn chy nht v
marketing nh: The 22 Immutable Laws of Marketing, The 22 Immutable Laws of
Branding, Positioning: The Battle for Mind, Focus: The future of your company
depends on it, Marketing Warfare, Bottom-up Marketing, The Origin of Brands,
The Fall of Advertising and The Rise of PR,

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Sau khi tt nghip i hc Depaw, Al Ries lm vic phng qung co ca tp

on General Electric. Sau ng thnh lp i l qung co ca ring mnh
New York mang tn Ries Cappiello Colwell. i l ny v sau pht trin thnh
Cng ty T vn Marketing, Trout & Ries.
Nm 1994, ng cng con gi, Laura Ries, thnh lp cng ty Ries & Ries t tr s
ti Atlanta, chuyn t vn chin lc marketing. Laura Ries tt nghip trng
i hc Northwestern v cng cha iu hnh cng ty. Cng ty Ries & Ries t
vn cho nhiu cng ty danh ting nm trong danh sch Fortune 500 cng nh tham
gia t chc hi tho khp ni trn ton th gii.
Jack Trout
Jack Trout l ngi c cng ln trong vic pht trin mt phng php marketing
quan trng vi tn gi positioning. Vi phng php ny, ng thi vo lnh
vc marketing mt lung tng hon ton mi m trong nhng thp nin gn
y.
Jack Trout khi u s nghip ca mnh phng qung co cng ty General
Electric. Sau , ng tr thnh gim c qung co ca mt chi nhnh Unironyal
v cng Al Ries m i l qung co, ri thnh lp cng ty t vn marketing. Hai
ngi c gn 26 nm cng tc cng nhau trong vic iu hnh cng nh xut
bn sch. Nhng cun sch ng v Al Ries vit gy c ting vang ln nh:
The 22 Immutable Laws of Marketing, Marketing Warfare, Bottom-up Marketing,
Horse Sense,
Jack Trout hin ang l ch tch Cng ty Trout & Partner. y l mt trong nhng
cng ty uy tn v marketing, c tr s chnh Old Greenwich, Connecticut, M v
vn phng i din 13 quc gia khc. Jack Trout iu hnh mt mng li cc
chuyn gia ton cu ng dng cc khi nim v pht trin nhng phng php
marketing trn khp th gii. Cng ty ca ng tng lm vic cho cc tp on
ni ting nh AT&T, IBM, Burger King, Merrill Lynch, Xerox, Merck, Lotus,
Ericsson, Repsol, Hewlett-Packard, Procter & Gamble, Southwest Airlines,

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Quy Lut Tin Phong
Tr thnh ngi dn u s hiu qu hn tr thnh ngi gii hn.Nhiu ngi tin

vn cn bn trong marketing l thuyt phc khch hng tim nng rng cng ty
bn cung cp sn phm hoc dch v ti u hn cc cng ty khc. iu ny khng
hn l chnh xc.
Nu th phn ca bn cn khim tn, bn ang phi cnh tranh vi nhng cng ty
i th c quy m ln hn cng nh kh nng ti chnh mnh hn, th chin lc
marketingbn a ra c l phm sai lm ngay t u. V bn vi phm quy
lut marketing u tin.
Vn cn bn trong marketing l to ra nhng chng loi sn phm mi m cng
ty ca bn l ngi i u. y chnh l ni dung ca quy lut Tin phong: Tr
thnh ngi dn u s hiu qu hn tr thnh ngi gii hn. Vic tr thnh cng
ty hoc sn phm, dch v u tin i vo tm tr khch hng s d hn so vi vic
thuyt phc khch hng rng bn cung cp sn phm hay dch v tt hn ngi i
trc.
minh ha Quy lut Tin phong, bn hy tr li hai cu hi sau:
Ai l ngi u tin mt mnh bay qua i Ty Dng? Bn s tr li l Charles
Lindbergh(1), ng khng?
Ai l ngi tip theo mt mnh bay qua i Ty Dng? Ti tin l bn khng d
tm c cu tr li.
Sau Charles Lindbergh, Bert Hinkler(1) l ngi th hai mt mnh bay qua i
Ty Dng. Bert l mt phi cng ti nng hn Charles ng bay nhanh hn, tiu
hao t nhin liu hn. Tuy nhin, liu c my ai nh n ci tn Bert Hinkler?
Cu chuyn v Lindbergh cho thy u th vt tri r rng ca ngi i u. D
vy, nhiu cng ty vn tip tc i theo con ng nh Bert Hinkler i. H kin

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nhn ch n khi th trng nh hnh v pht trin ri mi nhy vo vi mt

sn phm tt hn, thng l gn lin vi tn cng ty. Trong mi trng cnh tranh
ngy nay, mt sn phm ra i vi tinh thn ti cng c, ti cng th nh vy,
li c gn vi ci tn vn c cng ty t cho dng sn phm chnh ca h, s
c rt t hy vng tr thnh mt thng hiu ln, sinh li.
Thng hiu i u trong bt c ngnh hng no gn nh lun lun l thng hiu
u tin c khch hng nh n. Thng hiu Hertz trong lnh vc dch v cho
thu xe, thng hiu IBM trong lnh vc my tnh v thng hiu Coca-Cola trong
lnh vc gii kht.
Sau Chin tranh th gii th 2, Heineken l thng hiu bia nhp khu u tin ghi
danh trn t M. Bn thp nin sau, nu bn hi bt k ai rng loi bia nhp khu
no l ngon nht? Cu tr li lun l: Heineken. C ti 425 loi bia nhp khu
c bn trn th trng M. Chc chn trong s c loi bia ung ngon hn
Heineken, nhng iu khng thnh vn . Ngy nay, Heineken vn l mt
trong nhng thng hiu bia nhp khu hng u ca M v l cng ty sn xut bia
ln th 4 trn ton th gii, sau InBev, SABMiller v Anheuser-Busch.
Loi bia nh ni a(1) u tin l Miller Lite. Vy loi bia nh no bn chy nht
v c hng v ngon nht M ngy nay? chnh l loi bia u tin c
khch hng ghi vo tm tr.
Tuy nhin, cng bng m ni khng phi mi sn phm hay dch v xut hin u
tin u s thnh cng. Xut hin u tin nhng phi ng thi im. C nhiu
thng hiu tuy ra i u tin nhng khi qu mun. V d, t USA Today l t
bo quc gia u tin, nhng t bo khng thu c thnh cng nh mong i.
USA Today l gn 800 triu la v k t khi ra i, cha c nm no t bo
thu c li nhun. Trong thi i truyn hnh v truyn thng hin i nh ngy
nay, s xut hin ca mt t bo l qu mun.
Mt s tng tin phong khc th li qu km nn chng i n u c. Frosty
Paws, loi kem u tin dnh cho ch, l mt trong nhng tng loi ny. Cc
ch ch thch n Frosty Paws tht, nhng ngi ch ca chng mi l ngi b

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tin mua thc n, v chng c ngi ch no ngh rng ch ca h phi cn n

mt loi kem ring.
Quy lut Tin phong c th p dng cho mi sn phm, thng hiu, ngnh hng.
Gi s bn khng bit trng i hc no ra i u tin M, bn c th phng
on bng cch thay cm t ra i u tin bng cm t hng u. Vy tn
ca trng i hc hng u nc M l g? Hu nh ai cng s ni l Harvard.
V qu tht Harvard l trng i hc u tin ca M. (Tip theo l trng no
nh? l trng William & Mary, nhng ngi trng ny chc cng ch ni ting
hn Bert Hinkler mt cht m thi!)
Quy lut Tin phong cng p dng cho cc t tp ch. l l do ti sao m Time
li i trc Newsweek, People nhanh chn hn Us, v Playboy vt tri
Penthouse. Hy ly TV Guide lm v d in hnh. Vo nhng nm u thp nin
50, cng ty xut bn Curtis lc cn vng mnh n lc tung ra th trng
mt t tp ch ng ti lch pht sng truyn hnh nhm cnh tranh vi ch chim
non TV Guide. Mc d TV Guide khi u ht sc khim tn, v d cho cng ty
Curtis lc cc k mnh, nhng n phm ca Curtis chng bao gi pht trin
c. T TV Guide do nhanh chn hn nn thng th trn th trng.
Quy lut Tin phong c th p dng cho cc sn phm tiu dng cng ngh cao.
Jeep l thng hiu u tin trong dng xe vt a hnh, truyn ng bn bnh.
Acura l thng hiu tin phong trong dng xe Nht sang trng. IBM i u trong
dng my tnh trung tm (mainframe computer). Sun Microsystems nhanh chn
nht trong cc thng hiu my trm lm vic (workstation)(1). Xe ti nh u tin
l do hng Chrysler tung ra th trng. Hewlett-Packard (HP) l cng ty u tin
tung ra th trng chic my in lazer bn. Gillette l loi dao co ru an ton c
mt u tin trn th trng. Tide l thng hiu bt git u tin. Hayes l chic
modem my tnh u tin. V tt c u l nhng thng hiu hng u. Nh vy,
chc chn bn bit c u l bn cht thc s ca marketing: sn xut ra
nhng sn phm tt hn, hay tr thnh ngi u tin bc chn vo th trng?
Mt l do khin thng hiu ra i sm nht c xu hng duy tr v tr lnh o l
v tn thng hiu tr nn ph bin. Tn ca Xerox my photocopy u tin

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dng giy trn tr thnh tn chung cho tt c cc loi my photocopy s dng

giy trn. Khi ng trc cc my in mang nhn hiu Ricoh, Sharp hay Kodak,
mi ngi u hi: Photo mt bn Xerox th no y nh?. Ngi ta cng s ni
Kleenex ngay c khi chic hp ng khn giy kia ghi r nhn hiu l Scott.
Ngi ta s mi bn ung mt lon Coke trong khi thc ra h ch c ton PepsiCola.
Liu c bao nhiu ngi hi mua bng dnh thay v hi mua bng Scotch(2)?
Khng my ai. Khi tr nn ph bin, nhiu tn thng hiu bt u c s
dng ch c dng sn phm: Band-Aid (bng keo dng trong y t), Fiberglas
(si thy tinh), Formica (phoc mi ca), Gore-Tex (si tng hp, khng thm nc),
Jello ( n ng gi, nh bnh pudding, snack cc loi), Krazy Glue (keo dn,
h dn), Q-tips (bng ngoy tai), Saran Wrap (loi giy gi mng bng plastic,
thng dng bc thc n), Velcro (loi kha dn, gm mt di c gai nhp v
mt di dnh, khi p li s dnh cht vo nhau) ch l mt s v d in hnh. Mt
s cng ty thnh cng ln khi bin c tn thng hiu tr thnh tn mt hng
hoc ngnh dch v tng ng, v d: FedEx bu kin ny n Coast.
Nu mun a thng hiu u tin ca mt chng loi sn phm hon ton mi ra

th trng, bn hy chn cho thng hiu mt ci tn d tr nn ph bin.
Thng hiu u tin thng tr thnh thng hiu hng u. Khng ch th, th
t doanh thu ca cc thng hiu li thng cng chnh l th t xut hin cc
thng hiu trn th trng. Minh chng r rng nht l sn phm thuc
ibuprofen(1). Advil xut hin trn th trng u tin, Nuprin th hai, Medipren
th ba. cng chnh l th t doanh thu ca h hin nay: Advil nm gi th phn
thuc ibuprofen nhiu nht; tip theo l Nuprin v Medipren. Thng hiu vo th
trng th t l Motrin IB. Mc d h c cng thc gim au rt hiu qu, nhng
th phn ca Motrin khng ng k. Khch hng quen s dng ci tn Advil lm
tn gi chung ch loi thuc ibuprofen. Him khi ngi ta dng t ibuprofen.
Thm ch n bc s cng ni vi bnh nhn: Mi ngy, ung hai vin Advil
nh!.

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Bn cng th xem xt trng hp Tylenol thng hiu thuc acetaminophen u

tin. Cho n nay Tylenol vt xa thng hiu ng th hai n mc tht kh
xc nh ai l thng hiu s hai.
thnh cng, cc cng ty cn phi sm thm nhp c vo tm tr ca khch

hng tim nng. Trong khi , cc cng ty li thng thc hin theo chin lc
lm ra sn phm tt hn. Ch nng hi nht trong lnh vc qun tr kinh doanh
lun l qun l cht lng sn phm v dch v. c mnh danh l chin lc
cnh tranh ti thng, qun l cht lng sn phm/dch v c nh ngha l
qu trnh so snh v nh gi sn phm/dch v m cng ty bn cung cp so vi
sn phm/dch v tt nht trong ngnh. l nhn t cn bn trong mt qu trnh
gi l qun l cht lng ton din. ng tic, vic qun l cht lng khng
mang li hiu qu ng k. Cho d thc t c nh th no, th nhiu ngi vn xem
sn phm u tin m h bit n v quen thuc l sn phm tt nht.
Marketing l cuc chin v quan nim, suy ngh, khng phi l cuc chin v cht
lng.
Bn hy th tip tc tr li cc cu hi sau:
Thng hiu thuc aspirin u tin l g? Thng hiu thuc acetaminophen u

tin l g? Thng hiu thuc ibuprofen u tin l g? (Gi cho bn: Thay t
u tin bng t hng u, bn s c cu tr li cho c ba cu hi ny).
Neil Armstrong l ngi u tin t chn ln mt trng. Ngi th hai l ai?
Roger Bannister l ngi u tin chy ht mt dm ch trong vng bn pht.
Ngi th hai l ai?

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George Washington l tng thng u tin ca Hp chng quc Hoa K. V tng

thng th hai l ai?
Thomas l thng hiu bnh xp Anh u tin. Thng hiu th hai l g?
Gatorade l loi ung th thao u tin. Thng hiu th hai l g?
Nhng nu thng hiu ca bn l thng hiu th hai c tm tr khch hng

ghi nh, liu n c b chm dn vo qun lng khng, nh nhng Buzz Aldrin,
John Landy, John Adams, mt loi bnh xp Anh v danh no , mt loi
ung th thao tm thng no ? Mi vn lun c ngoi l, trong trng hp
ny cng vy. Bn hy vng tin v cn c nhiu quy lut marketing khc na.
2.
Quy lut chng loi
Nu bn khng th tr thnh ngi tin phong trong mt chng loi sn phm no

, hy chn mt sn phm mi m bn c th tr thnh ngi tin phong.

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Ai l ngi th ba mt mnh bay qua i Ty Dng? Nu khng bit ngi

th hai mt mnh bay qua i Ty Dng l Bert Hinkler, th bn kh m bit
c tn ngi th ba. chnh l Amelia Earhart(1).
Nhng Amelia ni ting khng phi l ngi th ba mt mnh li my bay vt
i Ty Dng, m l ngi ph n u tin lm vic .
Sau khi Heineken gt hi c thnh cng ln, cng ty Anheuser-Busch c th
a ra chin lc mi: Nhp khu bia. Nhng h khng lm th, m nhn
mnh rng: Nu c th trng cho bia nhp khu gi cao th cng c th c th
trng cho bia ni a gi cao. V th l h bt u xc tin to dng thng hiu
Michelob, loi bia ni a gi cao u tin M.

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Miller Lite l loi bia nh c sn xut u tin M. V mt cng ty chuyn

nhp khu phi mt 5 nm i n kt lun: Nu c th trng cho bia nh
ni a th cng c th c th trng cho bia nh nhp khu. Kt qu l Amstel
Light ra i, sau n tr thnh thng hiu bia nh nhp khu bn chy nht
M.
Nu sn phm hay dch v ca cng ty bn khng phi l thng hiu u tin i
vo tm tr khch hng, bn ng vi nn ch. Hy kin nhn tm mt mt hng
hay sn phm khc, mt lnh vc kinh doanh khc m bn c th i tin phong.
Vic ny tht ra cng khng qu kh khn nh bn ngh!
Sau khi IBM thnh cng vang di trn th trng my tnh, rt nhiu cng ty cng
x vo lnh vc ny: no l Burroughs, Control Data, ri General Electric,
Honeywell, li thm NCR, RCA, Sperry. Cng vi IBM, tt c to thnh mt b
tm: Bch Tuyt v by ch ln.
Ch ln no trong s cao dn ln v tr thnh mt cng ty hng mnh khp
ton cu, vi 126.000 nhn vin, t doanh thu 14 t la mi nm, mt cng ty
c mnh danh l hng my tnh ln th hai th gii? Khng c ch no c.
Cng ty my tnh thnh cng nht trong thp nin 70 v 80, sau IBM, l Digital
Equipment Corporation (DEC). IBM ng u trong lnh vc my tnh cn DEC
ng u lnh vc my tnh mini (minicomputer)(1).
Nhiu cng ty my tnh khc tr nn thnh cng, giu c v ni ting nh tun
theo mt quy lut rt n gin: Nu khng th tr thnh ngi tin phong trong
mt chng loi sn phm no , hy chn mt sn phm mi c th gip bn tr
thnh ngi tin phong.
Tandem l cng ty u tin ra i dng my tnh c tnh nng chu li (faulttolerant computer FTC)(2), cn Stratus l thng hiu u tin ca sn phm
my tnh mini c tnh nng chu li (fault-tolerant minicomputer).
Bn cht ca nhng quy lut marketing khng kh hiu, thm ch chng cn rt
n gin. Nhng vn dng c nhng quy lut ny li l mt vn .

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Cray Research vn ln v tr hng u nh vo thng hiu siu my tnh

(supercomputer)(1) u tin. Khi nhn thy tim nng ca th trng ny, Convex
nhanh chng cho ra i sn phm siu my tnh mini u tin
(minisupercomputer). C hai thng hiu ny u gt hi c thnh cng nht
nh.
i khi bng cch i tin phong mt chng loi sn phm mi, bn c th xoay
chuyn tnh th t mt k v danh, khng c xp hng tr thnh ngi chin
thng. Commodore l mt nh sn xut my tnh gia nh chng my tn tui cho
n khi h nh v Amiga l thng hiu my tnh a phng tin (multimedia
computer) u tin.
C nhiu cch khc nhau tr thnh ngi tin phong. Dell bc chn vo th
trng my tnh t cht ngi ng vi t cch l cng ty u tin bn my tnh
qua in thoi. Lears khng phi l tp ch u tin dnh cho c gi n, nhng l
tp ch u tin hng vo i tng ph n trng thnh.
Mi khi bn d nh cho ra i mt sn phm hay dch v mi, cu hi u tin
bn t ra khng phi l: Sn phm/dch v mi ny c g tt hn ca i th
cnh tranh khng?, m phi l: Sn phm/dch v mi ny i tin phong v im
g?. Hay ni cch khc, thng hiu ny s bc chn u tin lnh vc no?
iu ny tri ngc hon ton vi t duy marketing truyn thng l hng vo
thng hiu v lm mi cch khch hng yu thch thng hiu. Th nhng,
ngay lc ny y, bn hy tm qun vn thng hiu m hy ngh n sn
phm. Khi ni v thng hiu, hu ht mi khch hng u rt bo th. H lun
tm cch chng minh thng hiu m h yu thch vt tri hn cc thng hiu
khc. Tuy nhin, ai cng tr nn ci m, thoi mi khi nhc n cc chng loi sn
phm, c bit l sn phm mi l, ch khng phi sn phm tt hn.
Khi tr thnh ngi tin phong trong mt chng loi sn phm mi, bn hy tp
trung pht trin sn phm to cho mnh mt v th vng chc trn th trng.
C nhiu c hi bn thc hin iu ny v lc bn cha c i th cnh
tranh. Nh DEC chng hn, h ch cn thuyt phc khch hng nn mua my tnh

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mini mt cch chung chung, ch khng cn phi khuyn d khch hng mua
my tnh mini ca DEC.
3.
Quy Lut Ghi Nh
c khch hng nh n u tin s hiu qu hn l xut hin u tin trn th

trng.
Chic my tnh c nhn u tin trn th gii l MITS Altair 8800. V theo quy
lut Tin phong th MITS Altair 8800 s l thng hiu my tnh c nhn hng
u. Nhng tht ng tic, sn phm ny hin khng cn hin din trn th trng
na.
Du Mont l ngi ch to ra chic tivi u tin. Duryea gii thiu chic xe hi u
tin. Hurley sng ch ra chic my git u tin. Nhng tt c u chm vo
qun lng.

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Phi chng quy lut Tin phong c g sai? Khng! Quy lut ny vn ng, nhng
n c iu chnh khc i mt cht bi quy lut Ghi nh: c khch hng nh
n u tin s hiu qu hn l xut hin u tin trn th trng. Thc ra, din t
nh vy vn cha th hin c ht tm quan trng ca vic c nh n u
tin. c khch hng nh n u tin trc cc i th cnh tranh khc l tt c
i vi mt thng hiu. Vic xut hin sm nht trn th trng ch quan trng
nu iu cho php thng hiu ca bn c mi ngi nh n trc tin.
IBM khng phi l thng hiu u tin ca th trng my tnh ln, Remington
Rand vi sn phm UNIVAC mi l hng u tin. Nhng nh vo nhng n lc
marketing quy m ln, IBM c tm tr khch hng ghi nh trc tin v
sm chin thng trong cuc chin ginh quyn kim sot th trng my tnh.
Quy lut Ghi nh pht sinh t quy lut Nhn thc. Nu ni marketing l cuc chin
v nhn thc, khng phi cuc chin v cht lng sn phm, th phi ni rng:
Bn cn ginh c ch ng trong tm tr ca khch hng trc khi ginh ch
ng trn th trng.
Mi nm, c n hng ngn ngi mun thnh lp cng ty ring nhng vp ng
bi quy lut ny. Bt c ai cng cho rng tng ca mnh s m ra mt cuc
cch mng i vi lnh vc no . iu ny hon ton c th xy ra vi mt iu
kin tin quyt: phi tm cch a c tng vo tm tr ca khch hng
tim nng.
Thng thng, ti chnh lun l gii php cho mi vn . Bn cn phi c ngun
ti chnh n nh v tng i thit k v ch to sn phm, xy dng h
thng dch v, t chc hp bo, tham d cc trin lm thng mi, chy qung
co v tin hnh nhng chin dch gi th qung co trc tip, Tuy nhin, iu
ny li lm ny sinh quan nim rng gii php chung cho tt c cc vn v
marketing ch l TIN. Nhng trong thc t, ng tin b chi tiu lng ph vo
marketing nhiu hn vo bt k hot ng no khc ca con ngi (tt nhin y
khng cp n cc hot ng ca chnh ph).

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Bn khng th thay i thc ca con ngi mt khi nh hnh. Nu c thay

i th cng ging nh bn ang hc u vo k th c th trong chin ly kin
c, chng hn nh cuc tn cng ca L on Light vo Balaclava(1), mt trong
nhng trn nh ni ting nht trong lch s v tip sau l tht bi ca tng
Pickett ti Gettysburg(1).
Wang l cng ty i u trong lnh vc sn xut cc thit b x l vn bn (word
processor). Nhng th gii b qua nhng chic my ca Wang v tin ti s
dng my tnh. V Wang khng th thay i c tm l ca khch hng. Mc
d sau b ra hng triu la marketing cho sn phm my tnh c nhn v
my tnh mini, Wang vn ch c nhn nhn nh mt cng ty chuyn sn xut
thit b x l vn bn.
Xerox l hng i u trn th trng my photocopy, sau h c chen chn
vo lnh vc my tnh, nhng r rng Xerox khng to c ting vang no
trong th trng ny.
Bn mun thay i mt ch g trn mn hnh my tnh ? Ch cn nh ch
khc ln hoc n gin l nhn phm Delete xa nhng ch y i. Bn mun
thay i mt iu g trong tm tr con ngi ? Hy qun ngay ngh ny. Mt
khi tm tr nh hnh iu g th kh nng thay i tm tr l v cng kh khn,
thm ch hu nh khng th. Trong lnh vc marketing, vic tm mi cch thay
i suy ngh ca khch hng l vic lm lng ph nhiu cng sc nht. V iu ny
gii thch mt b n: Ti sao mt quan nim vng chc nh inh ng ct li c
th xut hin gn nh ngay lp tc trong thc con ngi? Hm trc, bn cn
cha bao gi nghe ni n mt anh X. no . Bng nhin hm sau anh ta tr nn
ni ting. Chuyn ni ting ch sau mt m khng phi l hin tng him gp.
Nu mun gy n tng mnh vi ngi no, bn khng th chm tr trong vic
to cm tnh. Tm tr ca con ngi khng vn hnh theo cch thc nh th. Bn
phi m ng vo tm tr ca con ngi mt cch tht mnh m. Phi nhanh
chng m ng thay v chm ri tin vo, bi con ngi ni chung khng mun
thay i suy ngh ca mnh. Khi mi ngi nhn nhn bn theo mt cch no
th h s nhn nhn nh th mi. H c khuynh hng lu hnh nh bn vo tm tr

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mnh nh mt mu ngi c nh. Bn s khng th tr thnh ngi khc trong

suy ngh ca h c.
Mt trong nhng b n ca marketing l vai tr ca ng tin. i khi ch vi la
cng c th to nn mt php mu ln, v hng triu la c khi li khng th cu
mt cng ty khi cht chm. i vi th trng my tnh, Apple ct cnh bay
cao ch nh c 91.000 la u t ban u ca Mike Markkula. Kh khn ca
Apple trong vic ginh ch ng trong tm tr ca khch hng c gii quyt mt
phn nh ci tn n gin v d nh so vi nhng ci tn phc tp, kh nh ca
cc i th cnh tranh. Thi gian u, c nm cng ty sn xut my tnh c nhn
cng v tr chun b ct cnh, l Apple II, Commodore Pet, IMSAI 8080,
MITS Altair 8800, v Radio Shack TRS-80. Theo bn, tn no trong s ny l n
gin nht, d nh nht?
4.
Quy lut nhn thc
Marketing l cuc chin v nhn thc. Nhiu ngi quan nim rng marketing l
cuc sc gia cc sn phm, v theo thi gian, sn phm thng th l sn phm
tt nht. Vi suy ngh ny, nhng ngi lm marketing thng ch ngh n vic
nghin cu v thu thp d liu thc t.

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H phn tch tnh hnh tin chc rng mnh nhn nh ng. Sau , h t tin
ging c tin vo chin trng marketing, vi nim tin rng mnh cung cp sn
phm tt nht, v sn phm tt nht ny s ginh chin thng.
Nhng ch l o tng. Khng c yu t khch quan no y c. Khng c d
liu thc t no c. Cng khng c sn phm no l sn phm tt nht c! Tt c
nhng g tn ti trong th gii marketing ch l nhn thc ci tn ti trong thc
khch hng tim nng. Nhn thc ca khch hng mi chnh l thc t v quan
trng nht. Tt c nhng ci khc u l o tng.
Mi chn l u mang tnh tng i, ty thuc vo nhn thc ca tng c nhn.
Khi bn ni: Ti ng, ngi kia sai thc ra l bn ang khng nh nhn thc
ca bn. Trong thc t, c nhiu ngi lun t cho rng h c nhn thc ng n
hn nhng ngi khc. H c cm gic rng mnh khng th sai. Nhn thc ca h
chnh xc hn ca ngi ng nghip, ca hng xm hay ca bn b ngi thn.
H lm ln gia chn l v nhn thc c nhn. Vi h, hai khi nim ny dng
nh khng c s khc bit no. Nhng vic phn bit hai khi nim tht ra cng
khng phi d dng. V ng u vi thc t ng s l mnh tr thnh mt c
th c n trong v tr, con ngi bt u phn chiu ci ti c nhn ca mnh ra
th gii bn ngoi. H sng trong th gii sch, phim nh, truyn hnh, bo ch.
H thuc v nhng cu lc b, t chc, on th, th ch. Ci th gii bn ngoi
ny dng nh li tht hn chnh ci th gii tn ti tht s trong nhn thc ca
h. Th nhng thc t duy nht m bn c th tin tng mt cch chc chn li
chnh l nhn thc, l quan nim ring ca bn. Nu v tr tn ti, n tn ti trong
nhn thc ca bn. l mt thc t m cc chng trnh marketing phi i din.
Marketing chnh l ngh thut x l nhng quan nim, nhng nhn thc .
Nhiu sai lm trong marketing xut pht t o tng rng chng ta ang ua tranh
v cht lng sn phm v cuc ua gn cht vi thc t. Tt c nhng nguyn
tc marketing m cun sch ny nu ra li xut pht t quan im hon ton tri
ngc.
iu m mt s ngi lm marketing xem l quy lut t nhin ca marketing th
li da trn gi thuyt khng hon ton ng rng cht lng sn phm l mu

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cht ca chin lc marketing, v rng vic bn thng hoc thua hon ton ph
thuc vo cht lng sn phm. chnh l l do ti sao nhng hot ng
marketing sn phm, c trin khai mt cch t nhin v hp l-gc, nhng li
khng t hiu qu nh mong i.
Ch c thng qua vic nghin cu c ch hnh thnh nhn thc khch hng v tp
trung tt c cc chng trnh marketing vo nhng nhn thc y, th bn mi c th
chin thng c nhng hnh thc marketing theo li mn trc y.
Ngi lm marketing ch nhiu n d liu thc t bi h tin vo thc t khch
quan. Hn na, ngi lm marketing thng lun cho rng mnh ng. Nu
ngh phi c sn phm tt nht th mi chin thng trong cuc chin marketing,
th bn cng rt d dng tin rng mnh c trong tay sn phm tt nht. y,
iu cn lm l hy thay i quan im ca bn.
Vic thay i nhn thc ca khch hng li l mt vn khc. Sau khi c cht t
kinh nghim s dng mt sn phm nht nh, khch hng khng nh ngay rng
h lun ng. Nhn thc tn ti trong tm tr h thng c din gii nh chn l
ph qut.
Bn hy xem xt tnh hung sau nhn thy sc mnh ca nhn thc m khch
hng p t cho cng mt chng loi sn phm.
th trng M, ba thng hiu xe hi Nht Bn bn chy nht l Honda, Toyota
v Nissan. Nhiu ngi lm marketing cho rng cuc cnh tranh gia ba thng
hiu ny da trn cc tiu ch cht lng, kiu dng, cng sut v gi c. Nhng
thc t khng nh vy. Tiu ch quyt nh thng hiu no s thng th ph thuc
vo vic mi ngi ngh nh th no v Honda, Toyota v Nissan. R rng,
marketing l cuc chin v nhn thc.
Cc nh sn xut xe hi Nht bn ra th trng M cng loi xe m h bn Nht.
Nu marketing qu tht l cuc chin v sn phm, bn t phi ngh rng c hai
th trng th t v doanh thu ca cc hng s nh nhau. Cng cht lng, cng
kiu dng, cng cng sut, v gi c tng ng s cho doanh thu tng ng
nhau Nht cng nh M. Nhng Nht, Honda khng phi l cng ty hng

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u v xe hi. Ti y, Honda ch gi v tr th ba, sau Toyota v Nissan. Doanh

s ca Honda ch bng 1/4 doanh s ca Toyota.
Nh vy, c iu g khc bit gia Honda Nht v Honda M? chnh l:
sn phm ging nhau, nhng nhn thc ca khch hng trn hai th trng ny li
khc nhau. Nu bn khoe vi bn b mnh New York rng bn va mua mt
chic Honda, h s hi bn: Cu mua xe hi g? Civic? Accord? Prelude?. Cn
nu bn k vi bn b mnh Tokyo rng bn mua mt chic Honda, h s hi
bn: Cu mua xe my g? Nht, Honda c khch hng bit n nh mt nh
sn xut xe my, v c v nh khng ai mun mua xe hi do mt hng chuyn v
xe my sn xut.
Tip theo, bn hy xem xt tnh hung ngc li: Theo bn, liu Harley-Davidson
c thnh cng khng nu h sn xut xe hi hiu Harley-Davidson? C th bn s
cho rng iu ty thuc vo sn phm m h cung cp vo cht lng, kiu
dng, cng sut, gi c. Thm ch c khi bn cn tin rng uy tn ca HarleyDavidson s l mt th gi tr gia tng. Nhng chng ti khng ngh vy. Nhn
thc ca khch hng v Harley-Davidson y l mt cng ty chuyn sn xut
m t s dm cht chic xe hi hiu Harley-Davidson, bt k chic xe hi tt
n mc no.
Ti sao x phng ca Campbell l sn phm hng u th trng M m chng
c ch Anh? Ti sao xp Heinz thnh cng Anh nhng li tht bi thm
hi M? V marketing chnh l ngh thut x l nhn thc ca khch hng.
Trong lnh vc gii kht, nhiu ngi cho rng marketing l cuc chin v hng
v. Vy th, New Coke c v ngon nht (hng Coca-Cola tin hnh 200.000 cuc
th nghim v chng minh c rng New Coke ung ngon hn Pepsi-Cola, v
Pepsi ngon hn Coca-Cola Classic cng thc u tin ca Coca-Cola, ngy nay
c gi l Coca-Cola c in). Nhng ai chin thng trong cuc chin
marketing ny? Thc ung m cc kt qu nghin cu chng minh l ngon nht
New Coke ch ng v tr th ba. Trong khi , thc ung c hng v km
nht tc Coca-Cola Classic li dn u.

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Bn s tin iu g bn mun tin. Bn s ung th g bn mun ung. Marketing sn

phm thc ung cng l cuc chin v quan nim ch khng phi cuc sc v
hng v, cht lng. iu khin cho cuc chin tr nn gian nan l khch hng li
thng a ra cc quyt nh mua hng da theo nhn thc ca ngi khc v thc
t. y gi l nguyn tc tt c mi ngi u bo nh th.
Ai cng bo rng xe hi Nht tt hn xe hi M. Th l ngi ta quyt nh mua
da trn thc t l ai cng bit rng Nht Bn sn xut xe hi cht lng tt hn.
Hu ht khch hng khng c kinh nghim nhiu v sn phm, thm ch kinh
nghim ca h thng xuyn b thay i cho ph hp vi nhn thc ca h. Nu
bn mua phi mt chic xe hi Nht km cht lng th y l v bn km may
mn, bi v ai cng bo l xe Nht tt. Ngc li, nu bn mua mt chic xe hi tt
ca M th: Bn may mn y!, v ai cng bo l xe M cht lng khng bng.
Mi ngi u bit cu chuyn xy ra vi xe hi Audi. Ngy 23 thng 11 nm
1986, knh truyn hnh CBS pht mt chng trnh di 60 pht mang tn Ngoi
tm kim sot. Chng trnh ny khuyn co mi ngi lu mt lot khiu ni
v chuyn Audi tng tc ngoi mun. Ngay sau , lng xe Audi tiu th
M st gim theo ri t do t 60.000 chic nm 1986 xung cn 12.000 chic
nm 1991. Nhng tht ra c nhn bn bao gi gp trc trc tng tc ngoi
mun khi i xe Audi cha? Cha chc! V tt c cc chuyn gia th xe ny u
khng tn ng vi khiu ni . Th nhng ci quan nim kia th vn tn ti
dai dng nh mt li thch thc kh chu cho cc nh lnh o ca hng Audi. Sau
, Audi chy qung co so snh sn phm xe hi ca h vi cc dng xe tng
t ca Mercedes-Benz v BMW. V theo mu qung co ny, cc chuyn gia xe
hi ca c xp Audi trn c Mercedes v BMW.
Bn c tin iu ny khng? C l l khng. Liu h ni c ng chng? Nhng nu
ng th cng khng c vn g xy ra. Mt ln na cu chuyn ny li minh
chng cho quy lut Nhn thc: marketing khng phi l cuc chin cnh tranh v
cht lng sn phm m l cuc sc v nhn thc ca khch hng.

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Quy lut tp trung
V kh mnh m nht trong marketing l gn c mt t ng vo tm tr khch

hng. Mt cng ty c th tr nn thnh cng vt bc nu h tm cch a c
mt t ng hoc mt cm t vo tm tr ca khch hng tim nng. khng phi
l mt t ng phc tp, cng khng phi l t ng qu bay bng. Tt nht l t n
gin, nhng t c th ly ngay t trong t in ra.
Quy lut tp trung 22 quy lut bt bin trong marketing
y chnh l ni dung ca quy lut Tp trung. Bn m ng vo tm tr khch

hng bng cch thu hp din tp trung ca khch hng vo mt im mt t hoc
cm t duy nht. iu i hi s hy sinh tt bc trong marketing. Federal
Express c th gn t overnight (ngay lp tc) vo tm tr khch hng tim
nng, bi v h hy sinh c dng sn phm m ch tp trung s ch ca khch
hng vo kh nng giao hng overnight.
Quy lut Tin phong cng pht huy hiu qu theo cch ny. N cho php thng
hiu u tin hoc cng ty u tin bc vo th trng gn c mt t, hoc mt

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cm t vo tm tr khch hng. T hoc cm t n gin n mc tr thnh mt

th v hnh.
Thng hiu i u s mang mt t i din cho c sn phm hay dch v thuc
lnh vc no . V d, IBM gn thnh cng t my tnh vo tm tr khch
hng. Ni cch khc, thng hiu ca IBM tr thnh ci tn chung ch c
dng sn phm my tnh. Ti mun mua mt my IBM. Nghe ni vy, c ai
khng hiu l ngi ni ang cn mua mt chic my tnh khng nh?
Bn cng c th kim tra gi tr ca vic tr thnh ngi tin phong bng cch
kim tra s lin h gia mt thng hiu vi t, hoc cm t, tng ng. Nu cc
cm t c lit k ra y l: my tnh, my photocopy, s-c-la, cola, th
bn thng hiu c lin h cht ch nht vi chng l: IBM, Xerox, Hersheys, v
Coke.
Ngi i u thng minh s i mt bc xa hn cng c v tr ca mnh. Heinz
bt c t ketchup (nc xt c chua). Nhng h cn i xa hn: lm ni bt
thuc tnh quan trng nht ca nc xt c chua, l chy chm. Vi khu hiu
Slowest ketchup in the West (nc xt c chua chy chm nht min Ty),
Heinz s hu c tnh nng m c m cc i th cnh tranh n sau
mun nhm n. Gy n tng vi khch hng nh tnh nng chy chm gip
Heinz duy tr 50% th phn.
Nu khng phi ngi i tin phong, th t ng m bn chn i din cho sn
phm ca mnh phi ht sc c ng, sc tch. Tuy nhin, quan trng hn l t
hoc cm t phi m t c c tnh sn c trong sn phm ca bn m khng
mt sn phm no khc s hu c.
Bn khng cn phi l thin ti ngn ng th mi tm c mt t ng t gi.
Trn th trng nc xt dng cho mn m , hng Prego i u vi k i tin
phong l Ragu. V Prego chim c th phn ng k nh mt tng vay
mn t Heinz. H chn cho sn phm ca mnh t thicker (m c hn).
Nhng t i din hiu qu nht l nhng t ng n gin nht v hng vo li
ch ca khch hng. Cho d sn phm hay dch v c phc tp n mc no,

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cho d nhu cu ca th trng c phc tp n u, tt nht bn hy lun tp trung

vo ch mt c tnh hoc li ch ni bt nht m sn phm mang li, v th hin
c tnh bng mt t hoc cm t c ng.
Ngoi ra, bn cng nn quan tm n hiu ng halo(1). Nu mt sn phm thit
lp c nim tin vng chc v li ch i vi khch hng th chc chn khch
hng s tip tc tin rng sn phm cn em li nhiu li ch khc na. Mn
nc xt m m c hn rt c th c cht lng, c dinh dng, c hng v
thm ngon, v.v. Hoc mt chic xe an ton hn cng hm rng chic xe c
thit k p hn v k thut tt hn.
Cho d c phi l kt qu ca mt chng trnh c tnh ton v cn nhc cn
trng hay khng th hu ht cc cng ty v thng hiu thnh cng l nhng cng
ty v thng hiu gn c mt c tnh ca sn phm hay dch v th hin
di dng mt t ng hoc cm t vo tm tr khch hng. Bn hy xem mt vi v
d in hnh:
Crest Cavities (nga su rng)
Mercedes Engineering (thit k k thut)
BMW Driving (truyn ng)
Volvo Safety (an ton)
Dominos Home Delivery (giao hng tn nh)
Pepsi-Cola Youth (gii tr)
Nordstrom Service (dch v)
Nhng t hoc cm t trn th hin s a dng, mun hnh mun v, mi t ng
u lin quan n mt c tnh c th no ca sn phm hay dch v nh lin
quan n li ch (ngn nga su rng), lin quan n dch v (giao hng tn nh),
lin quan n khch hng (gii tr),
Mc d chng ta lun tm mi cch t ng i din in su vo tm tr khch
hng, nhng chng c iu g l vnh cu. S n lc cc cng ty phi thay i t
hoc cm t vn gn lin vi sn phm hay dch v ca mnh. Tuy nhin, vic

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thay i ny khng phi d dng. Lch s gn y ca Lotus Development

Corporation minh chng cho thc cht ca vn ny.
Trong mt vi nm, Lotus a c t spreadsheet (bng tnh) vo tm tr ca
khch hng. Ci tn Lotus c ngi tiu dng xem nh ng nht vi 1-2-3 v
spreadsheet. Th nhng, sc cnh tranh ca th trng ny ngy cng tr nn gay
gt, do vy kh nng pht trin thm na tr nn hn ch. Vy Lotus lm cch
no pht trin mnh hn v vt ra khi ngnh kinh doanh ch c mi mt sn
phm ny?
Cu tr li thng thng s l m rng hot ng v tt c cc hng, ging nh
IBM lm. Trn thc t, Lotus cng m rng danh mc sn phm ca mnh,
bng vic mua phn mm x l vn bn Ami Pro v tung ra th trng mt s phn
mm ng dng mi. Tuy nhin, sau Lotus ti c cu ch tp trung vo
vic pht trin phn mm nhm groupware(1) phn mm dnh cho my tnh
c nhn ni mng.
Lotus l cng ty phn mm u tin pht trin thnh cng sn phm phn mm
nhm v cng ty ny s hu c t th hai trong tm tr khch hng, t
groupware. Lotus thu hp din tp trung vo mt im. Thnh cng tt nhin
s khng n trong mt sm mt chiu, nhng cui cng Lotus c c v th
lu di v vng vng trong th trng phn mm. T groupware mang li cho
Lotus nhng g m t overnight mang li cho Federal Express, v safety cho
Volvo.
Bn khng c s dng t i din ca ngi khc. iu gip cho chin dch ca
Lotus tr nn kh thi l t groupware cha b mt cng ty no khai thc trc
. Hn na, Lotus ra i trong thi im nhu cu s dng my tnh ni mng
ngy cng tng cao. Nhiu cng ty bt u nhn ra li ch ca vic to cho sn
phm hay dch v ca mnh mt c tnh duy nht, c ng trong mt cm t duy
nht, th nhng c th do qu l nh h vut mt vai tr ngi u tin s
hu c t hay cm t no .

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Trong marketing, khng nn b cm t gn vi sn phm ca mnh ginh ly

cm t b cng ty khc s dng t trc. l trng hp ca Atari, cng ty s
hu cm t video game (tr chi in t). Nm 1982, Atari chn la mt hng
i mi. H mun t Atari s l thng hiu gn vi my tnh, ch khng phi
tr chi in t na. Tng Gim c (CEO) James Morgan ca Atari tuyn b:
Sc mnh ca ci tn Atari cng c th l im yu. T Atari b ng nht vi
video game. Atari phi nh v li hnh nh ca mnh v m rng lnh vc kinh
doanh sang cc sn phm in t tiu dng. Khng may cho chin dch ca ng
Morgan, mt lot cng ty khc, trong c Apple v IBM, s hu t my
tnh m Atari mun theo ui. Chin lc a dng ha hot ng kinh doanh ca
Atari tr thnh thm ha. Nhng iu tr tru hn c l mt cng ty khc, xut
hin nm 1986, cum i ci t video game m Atari b ri. Cng ty y l
Nintendo.
Bn cht ca marketing l thu hp din tp trung. Bn s tr nn mnh hn khi gii
hn quy m cc hot ng. Bn khng th i din cho mt th g c th nu theo
ui tt c mi th.
Mt s cng ty chp nhn thu hp din tp trung v c gng xy dng chin dch
ny theo nhng cch t chuc ly tht bi: Chng ti s tp trung vo mc tiu
cht lng. Chng ti s khng nhm vo mc tiu thp km l gi c. Vn l
khch hng s khng tin bn u, tr phi bn ch kinh doanh cc sn phm gi cao
m thi (ging nh cch m Mercedes-Benz hay BMW lm).
General Motors c gng bn hng c cht lng cao mi mc gi. Putting
quality on the road (t cht lng trn ng trng) l khu hiu gn y nht
ca cng ty ny. Mi sn phm GM u c dng ch Mark of Exellence (Cht
lng xut sc). Bn hy on xem Ford lm g? H cng thc hin tng t nh
vy trong mu qung co ca mnh: Quality is Job 1 (Cht lng l hng u).
Cn Lee Iacocca, gim c iu hnh ca Chrysler tuyn b: We dont want to be
the biggest, we just want to be the best (Chng ti khng mun lm ngi ln
mnh nht, chng ti ch mun lm ngi gii nht). Liu c ai tht s tin rng
Iacocca khng mun cng ty mnh tr nn ln mnh nht hay khng?

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Bn khng th thu hp din tp trung vo mc tiu cht lng hay bt k mc tiu

no khc m li khng khin mi ngi ngh n mt quan im tri ngc. Tng
t nh th, bn cng khng th t nhn mnh l mt chnh tr gia trung thc, v
chng ai chu nhn mnh v tr i lp vi bn (mc d c rt nhiu ngi l nh
vy). Tuy nhin, bn c th t nhn mnh l ngi ng h gii kinh doanh, hoc
ng h ngi lao ng; nh vy bn c th c chp nhn ngay lp tc, bi v c
hai pha u c ngi ng h c.
Khi dn sc vo pht trin mt c tnh no ca sn phm, hy chun b tinh
thn sn sng trnh n cc lut s. H mun ng du trademark (nhn hiu
ng k) ln tt c nhng g bn cng b. B quyt tho g vic ny l lm cho
nhng ngi khc cng cn n t i din m bn ang s hu. [ lm ngi i
u, bn cn c nhng ngi theo sau]. Lotus c li nu sau h c nhng cng
ty khc cng lao vo lnh vc pht trin phn mm nhm. iu s lm cho sn
phm ny cng quan trng hn, v mi ngi s cng n tng hn v s i u
ca Lotus.
Mt khi thit lp c t i din ring gn vi sn phm ca mnh, bn phi n
lc bo v n. Trng hp BMW l mt minh ha in hnh cho iu ny. Trong
nhiu nm lin, BMW l mt the ultimate driving machine (c my li xe
thng hng). Sau , cng ty ny bt u m rng dng sn phm chy ua
cng Mercedes-Benz vi sn phm xe sedan rng, serie 700. Vn l lm cch
no m mt phng khch t trn 4 bnh xe li c th l c my li xe thng
hng c? Bn khng ch va mt cm gic v mt ng, m li cn d m u
vo cc ct in cao th. Hu qu l BMW bt u tt dc. Tuy nhin tht may l
gn y h cho ra i mt loi BMW nh mi v ang nhn mnh tr li vo
thuc tnh driving. BMW ly li c nt c trng ca mnh th hin qua t
driving.

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Quy lut c quyn
Khi mt cng ty gn c mt t hay cm t v sn phm ca mnh hay chim

c mt v tr nht nh trong tm tr khch hng th tht l v ch cho cc i th
cnh tranh khi h n lc s hu t hay cm t hoc c c v tr tng
t.
Quy lut c quyn- 22 quy lut bt bin trong marketing

Volvo gy n tng mnh m cho khch hng vi thuc tnh safety. Thy
vy, nhiu cng ty sn xut xe hi khc, trong c Mercedes-Benz v General
Motors, cng n lc t chc nhng chin dch marketing nhn mnh vo tiu ch
safety. Tuy nhin, ngoi Volvo ra, khng mt cng ty no thnh cng trong vic
ghi vo tm tr khch hng thng ip safety.
Cu chuyn v Atari nh cp trn l mt minh ha c th cho n lc v ch
tin vo th trng my tnh gia nh, ng u vi nhng i th cnh tranh

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vng chn. Mt tn gi bin tu ca my tnh gia nh, chng hn my tnh chi

game, c th kh thi v n tn dng c n tng vn c ca th trng v Atari
mt cng ty chuyn v cc tr chi in t trn my tnh. Nhng y ch l gi
s ca chng ta, cn thng hiu my tnh gia nh thuc v Apple,
Commodore, v nhng cng ty khc.
Mc d c nghe v bit nhiu v nhng thm bi nh vy, nhng nhiu cng
ty vn tip tc vi phm quy lut c quyn. Bn khng th thay i suy ngh ca
ngi khc mt khi n nh hnh. Trn thc t, nhng n lc ca bn i khi li
cng cng c thm v th ca i th cnh tranh, th hin qua vic lm ni bt hn
na cc tnh cht u vit ca h.
Federal Express t b t overnight v ang n lc ginh git t worldwide
(ton th gii) t DHL. Khu hiu Overnight Letter (gi th ngay lp tc) mt
thi tng c in r nt trn cc loi phong b ca Federal Express. Ngy nay bn
ch cn thy cm t FedEx Letter. V nhng mu qung co gn y ca Federal
Express cng khng cn ni: When it absolutely, positively has to be there
overnight (Khi bn cn, rt cn phi gi hng i ngay lp tc) m l worldwide.
iu ny t ra mt cu hi ht sc quan trng: Liu Federal Express c th ginh
c t worldwide khng? C l l khng! DHL Worldwide Express s hu
n ri. Khu hiu ca DHL: Faster to more of the world (Nhanh hn, xa hn trn
ton th gii). Mun thnh cng, Federal Express phi thu hp din tp trung
ng u vi DHL. Nhng h khng th lm iu bng cch c gng s dng
cng mt t worldwide m DHL ghi c vo tm tr mi khch hng.
Mt n lc marketing ng k khc nhm vo t m ngi khc s dng l
trong lnh vc sn xut pin tiu. Pin tiu Energizer n lc cp t long-lasting
(tui th bn) t Duracell. Bt chp vic Eveready n lc nh th no trong
cuc chin ny, ci tn Duracell vn gn cht vi khi nim tui th bn.
Duracell i vo tm tr khch hng trc. Bn thn mt phn ci tn Dura
(trong t durable: bn vng) cng chuyn ti c tng ny.

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Nguyn nhn chnh li ko cc nh marketing vo con ng y ri ro ny chnh

l nhng bn nghin cu. Cc cng ty thu c mt i ng nghin cu, lp thnh
nhng nhm chuyn bit, lp ra nhng bn cu hi v kt qu thu v l nhng
bn bo co dy km theo mt danh sch gm y nhng c tnh m khch
hng mun c mt sn phm hay dch v. Nghin cu chng minh rng
nhng g khch hng tht s cn th cng chnh l nhng g m cng ty nn
cung cp.
Vn ln nht m khch hng u gp phi khi s dng pin tiu l g? L pin
thng ht vo nhng lc bt tin nht. Vy sn phm pin hng u phi c c
tnh g? Tt nhin phi l tui th bn. Nu tui th bn l iu mi ngi cn,
th cng chnh l iu m cng ty nn khuch trng. iu ny ng khng?
Cu tr li l Sai!.
iu m cc nh nghin cu khng bao gi ni cho bn bit l: Mt s cng ty
khc cng bit tng ri. H s khuyn khch khch hng bng cc chng
trnh marketing t. V l thuyt, liu c phi nu u t tin bn s ginh
c tng hay khng? Cu tr li l Sai!.
tng c thi gian, Burger King tt dc thm hi. Trc , mt nghin cu th
trng cho thy rng c tnh ph bin v c khch hng a chung nht ca
thc n nhanh l nhanh (y l iu hin nhin). V vy, Burger King li lm ci
iu m hu ht nhng nh marketing nhit tnh thng lm. H n gp cng ty
qung co v bo: Nu th gii mun thc n nhanh, qung co ca chng ti
phi ni vi th gii rng chng ti nhanh.
Nghin cu b st mt iu quan trng, l: Vo thi im y, McDonalds
c xem l dy chuyn sn xut hamburger nhanh nht nc M ri. Thuc
tnh nhanh thuc v McDonalds. Khng h bit s, Burger King t
chc chin dch qung co vi khu hiu: Best food for fast times (Thc n ph
hp nht cho thi i tc ). Chin dch ny nhanh chng tr thnh mt thm ha
c mc thit hi tng ng vi mt chin dch qung co thm bi khc ca
hng thc n nhanh ny l Herb.

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Rt nhiu cng ty phi tr gi t v vi phm quy lut c quyn.
7.
Quy lut nc thang
Mc tiu hng u ca marketing chnh l tr thnh ci tn u tin c khch

hng nhc n. Tuy nhin, nu tht bi trong mc tiu ny th cuc chin
marketing vn cha phi l kt thc vi phn thua thuc v bn. Cc thng hiu
ng v tr th hai hoc th ba vn c th s dng nhng chin lc khc.
Quy lut nc thang 22 quy lut bt bin trong marketing
Tt c cc sn phm u khng c sinh ra bnh ng. Khi khch hng quyt

nh mua, trong tm tr h lun nh hnh sn mt trt t th bc v cc sn phm
ny. i vi mi chng loi sn phm, tm tr khch hng li t ra mt thang sn
phm khc nhau. Mi thng hiu trong ngnh hng s nm trn mt bc thang.

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Hy ly v d mt hng xe hi cho thu. Hertz l ci tn u tin c nhc ti, v

ng nc thang trn cng. Avis v tr th hai, v National th ba.
Chin lc marketing nn cn c vo vic thng hiu i vo tm tr khch hng
nhanh n mc no, v do cn ph thuc vo vic thng hiu ang nm
trn nc thang no. Tt nhin nc thang cng cao th cng tt.
Hy xem trng hp Avis. Trong nhiu nm, cng ty ny n lc qung co v
cht lng ca dch v cho thu xe m h cung cp. Finest in rent-a-cars (dch
v cho thu xe tt nht) l mt trong nhng chin dch ca h. Khi khch hng
nhn mu qung co ny, h t hi: Lm cch no Avis c th cung cp dch
v tt nht c khi h khng ng trn nh ci thang ca ti?. Sau , Avis
lm mt vic cn phi lm ci thin hnh nh ca mnh. H tha nhn v tr ca
mnh trn chic thang sn phm. Avis ch ng th hai trong th trng cho thu
xe. Vy th ti sao khch hng li i cng vi chng ti? V chng ti n lc nhiu
hn.
Trong 13 nm lin tc, Avis tiu tn rt nhiu tin. Ch n khi Avis tha nhn
mnh ng th hai, h bt u thu c li nhun. Chng bao lu sau , ITT mua
li Avis v ITT nhanh chng t chc qung co vi tiu ch: Avis sp tr thnh s
1.
Lc ny, khch hng bt u ln ting: Khng, Avis s khng l s 1 u v h
u c nm trn nc thang cao nht ca ti. V trong thc t, khi cn thu xe,
nhiu ngi nhc in thoi ln v gi cho Hertz. Th l chin dch qung
co ca Avis tr thnh thm ha.
Rt nhiu ngi lm marketing hiu sai cu chuyn v Avis. H ngh rng cng
ty ny thnh cng v c gng hn (ngha l s cung cp dch v tt hn).
Nhng thc cht vn khng phi nh vy. Avis thnh cng v t lin h
mnh vi v th ca Hertz trong tm tr khch hng. (Nu c gng hn l b
quyt ca thnh cng th Harold Stassen(1) c l tr thnh tng thng M nhiu
ln ri).

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Bn tnh ca con ngi l lun kn chn. Khch hng tim nng s dng nhng
chic thang xp hng quyt nh nn thu nhn v gt b nhng thng tin no.
Nhn chung, h ch chp nhn d liu thng tin mi nu d liu ph hp vi
thang cht lng sn phm m h t ra. Nhng d liu khc s b b qua.
D cho Chrysler c so snh xe ca h vi Honda th cng rt him ngi i
Prelude v Accord (ca Honda) ly Plymouth v Dodge (ca Chrysler). Tiu
ni bt trong mt qung co ca Chrysler rng: So snh mt chic Dodge Spirit
qua s dng vi mt chic Honda Accord mi xem ra hi nc ci. Nhng
chng ta hy ch xem kt qu. Theo mu qung co ny, c 100 ngi c
ngh so snh mt chic Dodge Spirit chy 70.000 dm vi mt chic Honda
Accord mi. a s (58 trn 100 ngi) chn chic Dodge qua s dng.
Tht ng. Mc d iu ny khng hn sai.
By gi hy bn v chic thang cht lng m khch hng t ra cho chng loi
sn phm ca bn. Chic thang c bao nhiu bc? S bc thang s ty vo vic
sn phm c quan tm nhiu hay t. Nhng sn phm m bn dng hng ngy
(thuc l, cola, bia, kem nh rng, ng cc) l nhng sn phm c quan tm
nhiu, th thang nh gi sn phm s c nhiu nc. Vi nhng sn phm m nhu
cu khng thng xuyn ( ni tht, my ct c, hnh l), th thang nh gi
thng ch c mt vi bc.
Cc sn phm lin quan n s t th hin bn thn nh xe hi, ng h, my nh,
in thoi di ng, cng c quan tm nhiu, v thang cht lng ca chng
cng gm nhiu nc, mc d chng khng phi l mt hng c mua thng
xuyn.
Sn phm c mua khng thng xuyn v c lin h vi nhng cm gic khng
thoi mi th c rt t nc thang. c quy xe hi, lp xe, v bo him nhn th l ba
v d tiu biu.
Sn phm chc chn em li cm gic kh chu nht v ch c mua mt ln
trong i s khng c bc thang no c. Bn c bao gi nghe ni v o quan nhn

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hiu Batesville cha? C l cha, mc d thng hiu ny chim gn 50% th

trng.
C mt mi quan h gia th phn v v tr ca bn trn chic thang xp hng trong
tm tr khch hng. Bn c xu hng nm gi th phn ln gp i thng hiu
bn di bn, v bng mt na th phn ca thng hiu bn trn bn.
Acura l thng hiu xe hi t tin u tin ca Nht Bn. Lexus l thng hiu
ng th hai v Infiniti th ba. Quan h v doanh s gia ba thng hiu ny gn
nh tun theo mt t l ton hc: 4-2-1. (Cuc chin Acura-Lexus-Infiniti ang
giai on u, khi cc xe cn mi v c cng chng cng nh bo ch rt quan
tm. V lu di, khi sn phm khng cn hp dn na, mt hin tng khc s xut
hin.)
Nhng ngi lm marketing thng ni v ba thng hiu hng u trong mt
ngnh hng, nh th l mt cuc chin gia cc i th cn sc. Nhng trn
thc t, gn nh khng bao gi c chuyn . Thng hiu hng u tt yu s ln
t thng hiu th hai, v thng hiu s hai tt yu s bp nght thng hiu th
ba. Trong lnh vc thc n dnh cho tr em, ba thng hiu l Gerber, BeechNut, v Heinz. Vi mt hng bia, b ba l Budweiser, Miller, v Coors. Cn v
dch v in thoi ng di, l AT&T, MCI, v Sprint.
Mt chic thang c ti a bao nhiu bc? Dng nh trong tm tr khch hng, c
mt quy lut gi l Quy lut s 7. Hy ngh mt ngi lit k tt c cc thng
hiu m ngi nh c trong mt danh mc sn phm. Him c ngi no lit
k c hn 7 sn phm, d mi ch l nhng mt hng c nhu cu thng
xuyn. Theo tin s George A. Miller, gio s tm l hc thuc i hc Harvard,
vo mt thi im nht nh, tr c ca mt ngi bnh thng khng th ghi nh
nhiu hn 7 n v. l l do ti sao cc danh sch phi ghi nh thng dng
con s 7 n v thnh phn. S in thoi thng gm 7 ch s, 7 k quan th gii,
bi 7 l, Bch Tuyt v 7 ch ln, 7 du hiu nguy him ca cn bnh ung th
i khi sn phm ca bn nm trong mt chic thang rt nh. Lm mt con c nh
trong ci ao ln vn tt hn l lm con c ln trong mt ci ao nh. Ni cch khc,

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i khi lm ngi ng th ba trn mt ci thang ln vn hiu qu hn ng nc

thang u tin ca mt ci thang nh.
Nc thang cao nht ca nc soda chanh thuc v 7-Up chim lnh (Sprite nm
bc th hai). Tuy nhin trong lnh vc nc ngt, thang cola ln hn nhiu so
vi thang nc soda chanh. (Gn nh c ba th nc ngt c tiu th M, th
hai trong s l nc cola). V th 7-Up tro ln thang cola vi mt chin dch
marketing c gi l Uncola (khng phi cola). Cng ging nh tr c th ung
thay cho c ph, 7-Up tr thnh thc ung thay th cho cola. V doanh thu ca 7Up leo ln ti im: thng hiu ny l nc ngt bn chy th ba M. Tht
khng may, trong nhng nm gn y, 7-Up tut khi v tr th ba do vi phm
quy lut M rng m chng ta s tho lun tip phn sau.
Quy lut Nc thang tht n gin, nhng li l mt trit l mnh c th gip bn x
l nhng vn then cht trong marketing. Trc khi bt u bt k mt chng
trnh marketing no, hy t hi nhng cu sau y: Chng ta ang u trn chic
thang xp hng ca khch hng? Bc trn cng? Bc th hai? Hay l chng ta cha
h t chn ln chic thang ? Tip theo , hy m bo rng chng trnh
marketing c s lin h thc t n v tr ca bn trn chic thang. Vn ny s
c cp nhiu hn nhng chng sau.
8.
Quy lut song i
Cui cng, mi th trng u tr thnh mt cuc ua ca 2 con nga(hay cn gi

l cuc ua song m).
Lc ban u, bt k ngnh hng mi no cng l mt chic thang nhiu bc. Dn
dn, chic thang ny ch cn l s cnh tranh gia hai bc trn cng.Vi mt hng
pin, l Eveready v Duracell. Trong lnh vc phim chp nh l Kodak v Fuji.

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Trn th trng thu xe, c Hertz v Avis. Nc sc ming c Listerine v Scope.

Hamburger c McDonalds v Burger King. Giy mm c Nike v Reebok. Cn
vi kem nh rng l Crest v Colgate.
Khi nhn tng th, chng ta d dng nhn thy marketing thng khuy ng mt
cuc chin d di gia hai i th ln thng l gia thng hiu c, ng tin
cy vi thng hiu mi ni ln.
Tr li nm 1969, c ba thng hiu ln cng tn ti trong mt ngnh hng.
Thng hiu ng u chim 60% th phn, th hai chim 25% v th ba chim
6%. Phn cn li ca th trng thuc v cc cng ty t nhn hay cc thng hiu
nh. Quy lut Song i cho rng nhng th phn ny khng n nh. V i xa hn,
quy lut ny cn d on rng thng hiu dn u s nh mt th phn vo tay
thng hiu ng th hai.
20 nm sau, th phn ca thng hiu ng u st gim xung cn 45%. Thng
hiu th hai nm 40%, v th ba nm 3% th phn. Mt hng chnh l nc
ngt, vi cc sn phm ln lt ca Coca-Cola, Pepsi-Cola, v Royal Crown. Tuy
nhin, quy lut Song i ny ng vi tt c cc thng hiu mi ngnh hng.
Hy nhn vo ba cng ty in thoi ng di: AT&T chim 65% th trng, MCI
17%, v Sprint 10%. Ai s ngi chin thng trong cuc chin in thoi ny?
Tng lai th kh c th bit trc c nhng nhng ai mun c cc nn t tin
vo MCI. MCI chin thng Sprint trong cuc cnh tranh ginh v tr s hai, v v
th MCI by gi tr thnh i th cnh tranh c kh nng thay th AT&T
thng hiu c ng tin cy.
Sprint c l cm thy hi lng vi v tr th ba trn thang cht lng. 10% th
trng nghe ra khng nhiu, nhng quy ra tin, con s ny tng ng mt khon
6 t la doanh thu hng nm. V th trng ny li ang pht trin nhanh chng.
Tuy nhin, v lu di, Sprint s ri vo tnh th kh khn. Hy xem nhng g
xy ra vi Royal Crown. Tr li nm 1969, Cng ty Royal Crown tin hnh
nng cp h thng bn hng, thit lp 350 c s ng chai mnh, thu cu ch tch
ca Rival Pet Foods v cn chiu m mt cu binh ca c Coke v Pepsi. Cng ty

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cng gi li Wells, Rich, Greene, mt i l qung co rt mnh New York.

Chng ti ti y dit Coke v Pepsi Mary Wells Lawrence, gim c i
l, tuyn b vi Royal Crown Hy vng cc anh s b qua nhng ngn t qu
mnh ny, nhng tht s chng ti sn sng tn cng vo im yu ca i
th. Nhng cui cng thng hiu b tiu dit li l Royal Crown. Trong mt
ngnh hng ang ln dn ln, v tr th ba cng l v tr rt kh m duy tr c.
Hy ly ngnh sn xut xe hi M lm v d. Bt chp nhng n lc ca Lee
Iacocca, Chrysler vn gp rc ri. Cui cng, marketing s l cuc ua gia hai
thng hiu xe hi.
Chuyn sang lnh vc tr chi in t (video game). Vo cui thp nin 80, th
trng ny do Nintendo thng tr vi 75% th phn. Ngoi ra cn c hai hng khc
l Sega v NEC. Nhng Nintendo v Sega sau chy ngang nhau, cn NEC th
tt li kh xa pha sau. V lu di, marketing l cuc ua song m gia hai knh
ch v cc tr chi in t. Tuy nhin, khung thi gian c th thay i. Th trng
tr chi in t vn tng trng rt nhanh v c th nh hnh ch trong hai hay ba
ma. Cn th trng dch v in thoi ng di th c th mt t hai n ba thp
nin.
Trong ngnh cng nghip hng khng, American Airlines chim 20% th phn,
ginh th thng phong v c l s tung cnh bay cao trn bu tri, ging nh
Coca-Cola trong th trng nc ngt. Mt cuc u th v ang din ra gia Delta
v United, mi bn gi 18% th trng. Mt trong hai bn ri s ct cnh nh
Pepsi, cn bn kia s i xung cng vi Royal Crown. Cui cng, marketing l
cuc ua gia hai hng hng khng hng u.
C phi nhng kt qu ny c nh sn t trc sao? D nhin l khng. C
nhiu quy lut marketing khc cng c th tc ng n nhng kt qu ny. Hn
th na, cc chng trnh marketing c th tc ng rt mnh n doanh s, min
l chng ph hp vi nhng quy lut marketing. Khi v tr s 3 nh trng hp
ca Royal Crown chng hn, tnh hnh khng c ci thin bao nhiu khi h
xut u l din v trc tip tn cng vo hai ngi i trc mnh hn. L ra h

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nn tm mt ch tr chn thch hp, tp trung vo sn phm ca mnh tng bc

sinh li t .
thc c rng marketing cui cng cng s l cuc ua song m c th gip
bn hoch nh chin lc pht trin trong ngn hn.
Thng thng, v tr th hai khng phi lc no cng r rng. Hy ly lnh vc
my tnh xch tay lm v d. Toshiba dn u vi th phn nhiu nht. Nhng li
c n 5 cng ty ng v tr th hai: Zenith, Compaq, NEC, Tandy v Sharp.
Tht th v c chng kin mt cuc ua c ti 6 con nga chy n mt khc
quanh, m ni ch c ch chy cho hai con m thi. Toshiba v ai na? Cui
cng ai s v v tr th hai?
Xt t gc kinh t, iu ng tic nht l cc ngun lc li b lng ph nhiu vo
nhng lnh vc vn dy c trn th trng, v nh my tnh xch tay chng
hn. Hin ang c n 130 thng hiu my tnh xch tay trn th trng. V quy
lut Song i d on rng rt t thng hiu trong s ny c kh nng tn ti lu
di.
Hy nhn vo lch s ngnh cng nghip xe hi M. Vo nm 1904, c 60 cng ty
lp rp 195 chic xe khc nhau. Trong vng 10 nm sau , 531 cng ty mi ra i
v 346 cng ty gii th. Cho n nm 1923, ch cn 108 nh sn xut xe hi tr li
c. Con s ny gim xung cn 44 vo nm 1927. Ngy nay, Ford v General
Motors ang thng tr ngnh sn xut xe hi, cn tng lai ca Chrysler th kh
bp bnh.
Nhng cng ty lm marketing thnh cng thng tp trung vo hai bc thang trn
cng. Gn y, Jack Welch, v Ch tch kim Tng gim c iu hnh huyn
thoi ca tp on General Electric, ni: Ch nhng cng ty ng u hoc th
hai trong th trng ca h mi c th chin thng trn mt trn cnh tranh ton
cu ngy cng khc lit. Cng ty no khng lm c iu s gp kh khn, b
ng ca, b sp nhp hoc b bn. Vi cch suy ngh ny, nhng cng ty nh
Procter & Gamble gi vng c v th hng mnh ca mnh. Ring th

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trng M, P&G cung cp 44 dng sn phm, v 32 trong s s hu cc thng

hiu s mt hoc s hai.
Lc u, trong mt th trng ang pht trin, v tr s ba hoc s bn trng c v
kh hp dn. Lng giao dch tng dn. Khch hng mi khng phi lc no cng
bit thng hiu no ang dn u, v th h chn cc thng hiu nghe c v hay,
hp dn. V thng th chng l nhng thng hiu s ba hoc s bn. Tuy nhin,
theo thi gian, khch hng bt u hiu bit hn. H mun chuyn sang s dng
sn phm ca thng hiu hng u, da vo gi nh rng thng hiu hng u
chc chn phi tt hn.
Khch hng lun tin rng marketing l cuc chin gia cc sn phm. y chnh l
kiu t duy khin cho hai thng hiu cng lc chim c v tr cao nht:
Chng phi l tt nht v chng l nhng thng hiu hng u.
9.
Quy lut i nghch
Cho d sn phm hay dch v tin phong c hng mnh n mc no, vn lun c
c hi cho mt sn phm hay dch v khc, c th xp v tr th hai, lt ngc
tnh th. Ging nh mt v s dng chnh sc mnh ca i th chng li i
th, cng ty bn phi bit bin th mnh ca hng i u thnh im yu.

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Quy lut i nghch 22 quy lut bt bin trong marketing
Nu bn mun ginh mt ch ng vng chc trn nc thang th hai, bn hy

nghin cu im mnh ca nc thang pha trn bn.
Lm cch no bn bin im mnh thnh im yu? Bn phi khm ph ra
bn cht ca sn phm tin phong, sau hy cung cp cho khch hng tim nng
ci i lp vi bn cht . Ni cch khc, ng c gng lm tt hn cng ty i
trc bn, m hy c gng to s khc bit. Tnh hung ny thng c gi l
cuc chin gia mt ma mi tc cng ty mi ni vi mt ma c vn c
khch hng tin cy.
Coca-Cola l sn phm c n 100 nm tui v thit lp c ch ng vng
chc trong tm tr khch hng. Tuy nhin, Pepsi-Cola p dng quy lut i
nghch lt ngc li bn cht ca Coca-Cola v cho ra mt sn phm mi, tr
thnh s la chn ca mt th h mi: Th h Pepsi.
Khi quan st khch hng trong mt ngnh hng nht nh, chng ta thy dng
nh c hai nhm khch hng: nhm khch hng mun mua sn phm ca cng ty
hng u, v ngc li nhm khch hng khng thch s dng sn phm hay dch

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v ca cng ty hng u. Mt cng ty c tim nng bc ln nc thang th hai phi

bit thu ht nhm khch hng th hai ny.
Ni cch khc, bng cch nh v mnh vo mt t th i lp vi v tr hng u,
bn s thu c li nhun t tt c nhng i th khc ang lm le thay th v tr
ny. Ngi gi ung Coke, ngi tr ung Pepsi, s khng cn li ai ung
Royal Crown.
Tuy nhin, rt nhiu thng hiu c kh nng tr thnh s hai li c gng chy ua
vi thng hiu s mt. y thng l mt sai lm, v khi bn phi chng t
c bn xng ng l s la chn thay th cho s mt.
Time to dng uy tn nh li vit a chiu, vn hoa. Th l Newsweek lm ngc
li, i vo phong cch thng thn, rnh mch: Chng ti phn bit thng tin vi
bnh lun. Ni cch khc, Newsweek cho tt c cc kin ca h ring vo mc
x lun, ch khng phi vo ct tin tc.
i khi bn cn phi tn nhn. Scope mt hng nc sc ming st trng c v
rt ngon gn cho i th cnh tranh Listerine ci nhn medicine breath (mi
bnh vin).
Nhng bn ng dng mc n gin l chm dt cnh tranh. Quy lut i
nghch ging nh mt thanh kim hai li. u tin bn hy tp trung nhn mnh
vo im yu ca sn phm cnh tranh, sao cho khch hng tha nhn im yu
. [Bn th h hi nh sau khi sc ming bng Listerine m xem, s thy l ming
mnh y "mi bnh vin".] Sau , hy nhanh chng lt li li kim. [Cn Scope
l loi nc sc ming c v thm tho, dit khun.]
Cng trong lnh vc ny, cn c mt v d na chng minh cho nhng n lc v
ch khi chy ua vi ngi tin phong. Nm 1961, Johnson & Johnson tung ra th
trng mt hng nc sc ming Micrin, nhn mnh vo tc dng khoa hc ca
n. Sau mt vi thng Micrin tr thnh thng hiu th hai. Nhng ni v kh
nng dit khun th Listerine cng l mt thng hiu khoa hc. V th vo nm
1965, khi Procter & Gamble tung Scope ra th trng, Scope c v tr i nghch
vi chnh Micrin. Scope tip tc pht trin v tr thnh thng hiu nc sc

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ming ng th hai. Cho n nm 1978, khi Johnson & Johnson rt chn khi th
trng ny, th phn ca Micrin gim xung cn 1%.
Khi xut hin trn th trng M, bia Becks gp phi mt kh khn ln: Khng
th tr thnh thng hiu bia nhp khu u tin (v tr ny thuc v Heineken),
li cng chng phi l thng hiu bia u tin c nhp khu t c (v tr ny
thuc v Lowenbrau). H gii quyt vn ny bng cch nh v li
Lowenbrau: Bn ung loi bia c thnh hnh nht M (tc Lowenbrau).
By gi hy nm th loi bia c thnh hnh nht c.
Becks nhanh chng tr thnh thng hiu bia chu u bn chy th hai M.
[Ni chuyn ung bia th ngi M tin vo khu v ca ngi c hn l vo khu
v ca chnh mnh.] y l mt v d him hoi cho thy kh nng ph v quy lut
Tin phong v xoay chuyn nhng quan nim nh hnh trong tm tr khch
hng.
Mt sn phm, theo thi gian, s tr nn c dn v thng tch t nhng tnh cht
tiu cc. iu ny c bit ng trong lnh vc sn phm y t. Hy ly aspirin,
dc phm ra i nm 1899, lm v d. c hng nghn nghin cu y t v thuc
aspirin c thc hin, cui cng ngi ta pht hin ra nhng vt en ca sn
phm, l nguy c gy chy mu d dy. ng vo lc , Tylenol xut hin
nm 1955. Sau khi cng chng bit v nguy c gy chy mu d dy ca
aspirin, Tylenol nhanh chng bin mnh thnh sn phm thay th. Dnh cho hng
triu ngi khng dng aspirin khu hiu qung co ca Tylenol. Ngy nay
Tylenol bn chy hn hn Aspirin v l dc phm bn chy nht trong cc hiu
thuc M.
Stolichnaya c th gn nhn ru vodka Nga gi ln cc sn phm vodka ca
M nh Smirnoff, Samovar, v Wolfschmidt. H ch vic lm cho khch hng bit
rng ba loi vodka ny c sn xut ti Hartford (bang Connecticut), Schenley
(bang Pennsylvania), v Lawrenceburg (bang Indiana). Trong khi , Stolichnaya
c sn xut ti Leningrad (Nga) iu c ngha rng y l vodka Nga xn.

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Mun quy lut i nghch pht huy hiu qu, im yu ca i th phi l mt

phn ca s tht. Mt trong nhng v d kinh in v vic gn mt nhc im vo
i th cnh tranh l mu qung co m Royal Doulton China thc hin nhm vo
i th cnh tranh chnh ca h M. Tiu qung co vit: Royal Doulton, sn
phm s ca Stoke-on-Trent, Anh i chi vi Lenox, sn phm s ca Pomona,
New Jersey. [Qung co khai thc mt thc t l nhiu ngi M ngh rng
Lenox l s nhp khu t Anh, trong khi thc ra l sn phm ca ngi M.]
Bng vic nh v li Lenox, t Lenox tr v ni xut x ca n l Pomona,
New Jersey; Royal Doulton c th t nh v mnh l s tht s ca Anh.
Ti sao ngi M li thch s ca Anh? V nhiu ngi khng th hnh dung
c lm cch no m th th cng li c th lm ra nhng s trng mut v
tinh xo kia mt ni ti tn, th kch nh Pomona, New Jersey. [Khi ngi
Anh nhn thy mu qung co ny ca Royal Doulton, h ph ra ci. Ha ra vng
Stoke-on-Trent cng "th kch" khng km g Pomona.]
Marketing thng l cuc chin ginh tnh hp php. Khch hng thng ngh
rng nhng cng ty no s dng li tng ca thng hiu u tin l nhng k
gi mo bt hp php. Nu bn v tr th hai, bn phi thc s mnh m, khng
c chn bc. Khi bn t b mc tiu tp trung vo v tr s mt, bn t bin
mnh ri vo tnh th d b tn cng, khng ch vi cng ty ng u, m cn vi
tt c nhng i th cn li. Hy ly cu chuyn bun ca Burger King lm v d.
c giai on cng ty ng v tr th hai trn th trng bnh hamburger ny ri
vo tnh trng tht s kh khn. Burger King nhiu ln thay i nh qun l,
thay ch u t, s dng nhiu chin dch qung co.
Nhng nm thnh cng ca Burger King l nhng nm h th tin cng. M u
l vi khu hiu Thng thc theo cch ca bn, gn nh l mt li ch giu
cung cch lm vic theo ch sn xut hng lot hamburger ca McDonalds.
Sau Burger King tn cng thng vo McDonald vi khu hiu Nng tht ch
ng rn tht, v Whopper nh bi Mc khng l. Tt c nhng chin dch
marketing ny cng c v tr s hai ca h v tr thay th cho s mt. Nhng
sau , khng hiu v mt l do g, Burger King b qua quy lut i nghch. H
ngng tn cng McDonalds. H a ra cc khu hiu mi: Thc n ph hp nht

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cho thi i tc , Chng ti lm theo cch ca bn, Hy ph v lut, v cn

nhiu khu hiu na. Thm ch h cn thc hin mt chng trnh thu ht khch
hng nh tui m khch hng nh tui vn l ch da chnh ca McDonalds.
Burger King khng c cch no duy tr v th ca ngi th hai mnh m.
Li nhun trn mt n v sn phm ca Burger King st gim, v h kh quay tr
li c v tr h tng nm gi khi cn th tn cng. Burger King phi tr
gi do khng tun theo quy lut i nghch.
10.
Quy lut phn chia
Theo thi gian, mt chng loi sn phm s phn chia v tr thnh hai hoc nhiu
chng loi.
Ging nh con amip t phn trong chic a th nghim, thng trng c th
c xem nh mt bin hng ha khng ngng m rng. Ban u, mt ngnh hng
ch gm mt loi sn phm duy nht, chng hn nh my tnh (computers).
Nhng theo thi gian, sn phm ny s t chia nh thnh nhiu chng loi sn
phm khc nh my tnh trung tm (mainframes), my tnh mini (minicomputers),
my trm lm vic (workstations), my tnh c nhn (personal computers), my
tnh xch tay (laptops), my tnh chu li (fault tolerant), siu my tnh
(supercomputers),
Tng t, ngnh cng nghip xe hi m u ch c mt sn phm duy nht.
Ba thng hiu Chevrolet, Ford v Plymouth cng nhau chim lnh th trng. Sau
ngnh hng bt u phn chia ngy nay chng ta c xe hi sang trng, xe gi
va phi, v xe r tin. C xe kch thc ln, trung bnh, v nh. C xe hi th
thao, truyn ng bn bnh, xe RV, v xe ti loi nh.

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Trong lnh vc truyn hnh, ABC, CBS v NBC mt thi thu ht n 90% khn
gi. Ngy nay, chng ta c mng truyn hnh, knh truyn hnh c lp, truyn
hnh cp, truyn hnh thu ph, truyn hnh cng cng, truyn hnh tng tc,
Bia cng nh vy. Ngy nay chng ta c bia nhp khu v bia ni a. Bia t tin
v bia bnh dn. Bia nh, bia hi v bia kh. Thm ch c c bia khng cn.
Quy lut Phn chia cn tc ng n cc quc gia. Vo nm 1776, th gii c
khong 35 quc, vng quc, quc gia v bang. n Th chin th hai, con s
ny tng gp i. n trc nm 1970, ton th gii c hn 130 nc. Ngy
nay, khong 190 nc c cng nhn l quc gia c ch quyn.
Chuyn sang lnh vc m nhc. Trc y chng ta ch c hai th loi l nhc c
in v nhc pop. Cn ngy nay, no l nhc c in, jazz ng i, ng qu,
crossover (tc th loi nhc c in c chi theo phong cch hin i), dance,
La-tinh, jazz, pop, rap, rhythm & blue, rock
Trn th trng, mi phn nhnh sn phm l mt thc th ring bit v c l do
ring tn ti. V mi phn nhnh li c thng hiu ng u ring, thng
hiu ny him khi trng vi thng hiu ng u ca chng loi sn phm gc.
IBM l cng ty hng u trong lnh vc my tnh trung tm, DEC ng vua my
tnh mini, Sun my trm lm vic s mt,
Nhng thay v hiu rng mt chng loi sn phm sm hay mun cng s b phn
chia, nhiu cng ty vn bo th cho rng cc phn nhnh ang hp nht. Hp lc
v ngi anh em thn thit ca n l Lin doanh, l nhng t ng ph bin trong
ni dung cc cuc hp ca ban gim c cc cng ty ny. T New York Times cho
bit, IBM ang sn sng tn dng s hp nht sp ti ca tt c cc ngnh, bao
gm truyn hnh, m nhc, xut bn v my tnh.
T Times nhn xt: C l th mnh ln nht ca IBM trong xu hng hp nht
in thoi v cp vi my tnh v truyn hnh l cng ngh m IBM pht trin
to ra nhng mng li tc cc ln. V iu ny s khng xy ra. Cc
chng loi sn phm ang chia nh ch khng hp nht.

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Bn th nhn sang mt ngnh c rt ng nhn vin tip th, i ng trung gian,

mi gii c gi l ngnh dch v ti chnh. Bo ch tuyn b rng tng lai
s khng cn ngn hng, cng ty bo him, cng ty mi gii chng khon, cng ty
bn bt ng sn tr gp m s xut hin cc cng ty dch v ti chnh. Nhng
iu n nay vn cha xy ra.
Prudential, American Express, v cc cng ty khc, ri vo ci by dch v ti
chnh. Trn thc t, khch hng khng mua cc dch v ti chnh. H mua c
phiu, hoc bo him nhn th, hoc ti khon ngn hng. V h mun mua mi
dch v t mt nh cung cp ring.
Mt cng ty i u mun duy tr v tr thng tr nn to cho mi loi sn phm
ang ni ln mt thng hiu ring, nh General Motors lm trong nhng ngy
u vi cc dng xe Chevrolet, Pontiac, Oldsmobile, Buick, v Cadillac (v gn
y l vi Geo v Saturn) ca h.
Nhiu cng ty sai lm khi c gng ly tn thng hiu ni ting ca mt chng
loi sn phm s dng cho cc sn phm khc. V d kinh in l s phn ca
Volkswagen. Cng ty ny tung ra th trng M loi xe hi nh, mang thng
hiu Beetle. Thng hiu ny thnh cng rc r, chim n 67% th trng xe hi
nhp khu M. S thnh cng vt bc ny khin Volkswagen bt u ngh
rng h cng c th thnh cng tng t nu chuyn sang bn nhng xe kch thc
ln hn, tc nhanh hn, dng th thao hn c General Motors. Vy l
Volkswagen gom tt c nhng mu xe m h pht trin c li v mang sang
th trng M. Nhng, khc vi General Motors, h s dng cng mt tn thng
hiu Volkswagen cho tt c cc mu xe.
Xe Volkswagen khc nhau dnh cho nhng khch hng khc nhau l tiu mu
qung co ca Volkswagen. Qung co ny gii thiu 5 mu xe khc nhau, bao
gm Beetle, 412 Sedan, Dasher, Thing, v thm ch c mt chic xe c khoang ch
hng ha pha sau. Khng cn phi ni cng bit, mt hng duy nht cn bn c
l chic xe b nh Beetle xe con b.

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Volkswagen ngh ra cch gii quyt tnh hnh. H ngng bn xe Beetle trn th
trng M v bt u tung ra mt dng Volkswagen mi, kch thc ln, chy
nhanh, t tin. Vy l th trng c no Vanagon, no Sirocco, Jetta, Golf GL, ri
Cabriolet. Thm ch cng ty cn xy dng mt nh my Pennsylvania sn
xut ra nhng chic xe mi p ny. Tht khng may cho Volkswagen, dng xe
con b vn tip tc c tiu th rng ri. Cn ti M, do khch hng khng tm
c mt chic Volkswagen no tit kim xng v c bn, nn h chuyn
sang dng xe ca Toyota, Honda, Nissan. Ngy nay th phn ca Volkswagen
thu hp, cn khng y 4%.
Thc cht, Volkswagen khng phi l mt thng hiu tm thng chu u nh
Saab hay Alfa Romeo. H l thng hiu xe hi bn chy nht lc a ny. Dng
xe m VW bn M cng cng chng loi xe h bn chu u. Ch c iu, tm
l ngi mua hai ni khc nhau. Ti M, Volkswagen ng ngha vi nh v
xu. Khng ngi M no ngh n vic s mua mt chic Volkswagen to, p.
Honda, mt trong nhng i th ca Volkswagen, quyt nh vn ln mng th
trng cao cp. Nhng thay v s dng thng hiu Honda chung cho mt hng xe
hi sang trng, cao cp, h a ra ci tn Acura. Thm ch h cn tin hnh nhng
hot ng rt tn km l c gng xy dng cho c mng li tiu th Acura
ring trnh gy nhm ln vi Honda. Acura nhanh chng tr thnh thng hiu
xe Nht Bn sang trng u tin M, ni m ngy nay Honda bn c nhiu
Acura hn l Volkswagen bn Volkswagen. Honda gi y c thng hiu
hng u trong c hai chng loi sn phm bnh dn v cao cp.
Nguyn nhn khin cc cng ty hng u khng mun to thng hiu mi cho
ngnh hng mi, l v lo ngi iu khng hay s xy n cho thng hiu hin c
ca h. General Motors chm phn ng vi dng xe hi hng sang m
Mercedes-Benz v BMW to lp c. L do l h s thm mt thng hiu mi
vo bn cnh Cadillac s gy kh khn cho cc i l bn xe Cadillac ca mnh.
Sau cng, GM n lc a Cadillac vn ln vi th trng xe hi cao cp vi sn
phm Allante, gi 54.000 USD mt xe. K hoch tht bi. Ti sao khch hng li
phi b ra chng tin mua mt chic xe gi l xe Cadillac, trong khi nhng

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ngi khc c th ch phi tr khong 30.000 USD. Chin lc hiu qu hn m

General Motors nn trin khai l a mt thng hiu mi toanh vo th trng xe
Mercedes v h c th s dng li tn thng hiu c in LaSalle.
Kp thi cng l mt yu t quan trng. Bn nn nhanh chng khai thc mt chng
loi sn phm mi. Tr li thp nin 50, Nash Rambler l chic xe hi loi nh u
tin ca M. Nhng American Motors khng can m cng nh ngun lc ti
chnh mnh m kin tr theo ui cho n khi sn phm ny pht trin.
Bn khng th l cng ty u tin c tm tr khch hng ghi nh nu bn khng
sn sng dnh thi gian v cam kt theo ui cho n khi mt chng loi sn phm
mnh pht trin.
11.
Quy lut trin vng(vin cnh)
Ru l cht kch thch hay l cht gim au? Xt v thnh phn ha hc, ru qu
l cht gim au rt tt. Nhng trong ngn hn, khi ru lm suy gim kh nng t
kim ch ca con ngi, th n c tc dng nh mt th thuc kch thch.
Nhiu hot ng marketing cng tng t nh vy. Kt qu trong di hn thng
i lp hon ton vi kt qu trong ngn hn.
Vic gim gi s lm tng hay gim doanh thu ca cng ty? Trong ngn hn, r
rng bn gim gi s lm tng doanh thu. Nhng nu gim gi trong di hn s ko
theo vic gim doanh thu, bi khch hng quen vi suy ngh khng nn mua
hng mc gi bnh thng. Liu vic gim gi cn truyn t thng tin no khc
n khch hng ngoi chuyn h c th mua mt mt hng vi gi thp hn mc
gi thng ngy? Vy l mc gi thng ngy m ngi bn t ra l qu cao. Sau
t gim gi, khch hng c xu hng n trnh nhng ca hng gim gi.
duy tr lng hng tiu th, nhiu i l bn l gn nh lin tc phi gim gi.
Khng c g bt thng khi bn vo mt khu ph bn l v thy hng chc ca
hng treo bin Gim gi bn ngoi.

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Vy chng trnh gim gi xe hi c lm tng doanh thu khng? S gia tng s

lng cc chng trnh bn xe h gi hon ton trng vi s suy gim doanh s
bn xe. Doanh s bn xe M gim sut 5 nm lin tip.
Khng c bng chng no cho thy cc hnh thc khuyn mi bng phiu thng
nh th co, v tham d x s, rt thm may mn s lm tng doanh thu trong
di hn. Nhiu cng ty ngh rng h cn pht hnh mt lng phiu thng nht
nh hng qu gi doanh thu mc thng bng. Tuy nhin, khi h ngng t
khuyn mi, doanh thu s st gim ngay. Ni cch khc, bn pht hnh phiu
thng khng phi tng doanh thu m l gi cho doanh thu khi st gim khi
ngng gim gi. Phiu thng ging nh cht ma ty. Bn buc phi tip tc dng
ma ty tip tc gim gi ch v cc triu chng khi cai nghin gy au n qu
mc.
Bt k hnh thc khuyn mi no pht hnh phiu thng hay gim gi u c
xu hng khuyn khch khch hng ch mua hng mi khi c t khuyn mi. Nu
ngay t u, cng ty khng pht hnh phiu thng th sao? Trong hot ng bn
l, k chin thng l nhng cng ty thc hin ngy no cng bn gi thp
nhng cng ty nh Wal-Mart, K Mart, v h thng i l nh kho, vn ang nhanh
chng tng ln v s lng.
Tuy nhin, khng dng li hot ng bn l, gn nh bt c lnh vc no bn
cng thy khuyn mi. Hng khng v siu th cng nm trong s ny. Gn y,
Procter & Gamble lm c mt vic to bo khi thit lp h thng bn hng
vi gi thng nht iu ny c th tr thnh s khi u cho mt khuynh hng
ng n hn.
C rt nhiu v d v thu li ngn hn v mt mt di hn. in hnh nh tnh trng
lm pht. Lm pht c th to cho nn kinh t mt c nhy vt trong ngn hn,
song v lu di, lm pht s dn n suy thoi kinh t.
Trong rt nhiu kha cnh khc ca i sng (mua sm, chi tiu, s dng thuc,),
nh hng di hn ca vic bn lm thng ngc li hon ton vi nh hng
trong ngn hn. Vy ti sao vic nhn bit iu li kh khn n th? y chnh

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l ni dung ca quy lut Vin cnh: phi sau mt thi gian di ng k, hiu ng
marketing mi pht huy tc dng.
Chng ta hy ly vic m rng danh mc sn phm lm v d. Trong ngn hn, m
rng danh mc sn phm lun lm tng doanh s. Ngnh cng nghip bia l mt
minh chng r rng cho tc ng mnh trong ngn hn ny. Vo u thp nin 70,
Miller High Life sn xut bia ng thng, doanh thu tng trung bnh 27% mt nm.
Thnh cng ca Miller cng c hm nng nh cht xc tc Miller-Time (Thi
ca Miller) mt chin dch marketing tp trung ch yu vo tinh thn thng
cho bn mt cc bia Miller cui mi ngy lm vic. Dn dn, Miller tr nn tham
lam v vo nm 1974 h tung ra sn phm Miller Lite. Trong ngn hn, hai sn
phm Miller cng tn ti: bia dnh cho tng lp lao ng (High Life) v bia dnh
cho th h tr nng ng (Lite). Trong di hn, hot ng m rng danh mc sn
phm c nguy c lm suy yu mt trong hai thng hiu ny.
Giai on thnh cng nht ca cng ty Miller High Life l vo nm 1979, tc l 5
nm sau khi h tung ra sn phm Miller Lite. Lc , doanh s hng nm ca
Miller High Life gn nh tng gp ba, t 8,6 triu ln 23,6 triu thng. y l tc
dng ngn hn ca vic m rng danh mc sn phm bia. Nhng tc ng trong
di hn th tht khc nghit. T nh cao 23,6 triu thng bia c tiu th nm
1979, doanh s ca Miller High Life st gim lin tip trong vng 12 nm xung
ch cn 5,8 triu thng nm 1991. V suy thoi vn cn tip tc. Miller Lite
cng khng min dch trc s tn ph ca chnh sch m rng danh mc sn
phm. Nm 1986, cng ty li tip tc tung ra sn phm bia ti Miller Genuine
Draft. Thng hiu ny thnh cng v y l loi bia u tin trong mt ngnh
hng mi bia ti. Khng may l thng hiu ny cng li ly tn Miller. Lch
s lp li. Nm nm sau, Miller Lite t n nh cao doanh thu, v ngay sau
bt u suy thoi. suy thoi mt khi bt u th s gn nh khng th dng
li c.
Tr phi bn bit r mnh cn phi t c iu g, tht kh nhn thy nh
hng lu di ca vic m rng danh mc sn phm, c bit l i vi nhng nh
qun l ch chm chm nhn vo bo co kinh doanh qu tip theo ca h.

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Chuyn xy ra vi bia Miller cng li chnh l chuyn xy ra vi ru Michelob.

Ba nm sau khi tung ra sn phm Michelob Light, thng hiu Michelob t
n nh cao v doanh thu, nhng sau suy thoi lin mt mch 11 nm. Thp
nin 90, doanh s ca c bn loi Michelob (thng, nh, kh, sm mu kiu c
in) cng li vn t hn 25% so vi doanh s ca mt mnh Michelob vo nm
1978 nm m Michelob Light c tung ra th trng.
Chuyn tng t cng xy ra vi bia Coors: Chnh vic Coors Light ra i lm
Coors thng sp , ch bn c 1/4 doanh s so vi lc trc.
T khi kt thc lnh cm nu v bn ru M, Budweiser c mt thi gian
doanh thu hng nm tng u. Th ri h cng bt u xung dc. Nguyn nhn ?
Bud Light.
C th bn ang ngh rng Miller, Coors, v Anheuser-Busch bt buc phi m
rng danh mc sn phm v bia nh chim ht th trng mt ri. Nu c tin vo
nhng g bo ch vit th hn bn s thy mi ngi u ung bia nh ht. Nhng
trong thc t khng phi th. Ngy nay, mc tiu th bia nh vn ch chim 31%
th trng bia.
Trong cc lnh vc khc ca marketing, tc ng ngn hn v di hn ca vic m
rng danh mc sn phm din ra nhanh hn nhiu. Nm 1985, cng ty Murjani
tung ra sn phm qun o Coca-Cola(1). Hai nm sau doanh thu ca Murjani
t 250 triu la. n nm tip theo, dng sn phm ny b ri vo qun lng gn
nh ch trong mt sm mt chiu, dn Murjani vo gnh nng n nn ln n hng
chc triu la.
Thot nhn th tng i d, nhng khi tht s bc vo cuc chi th marketing
khng phi tr chi dnh cho nhng ngi nghip d.
12.
Quy lut m rng

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y l quy lut thng b cc cng ty vi phm nhiu nht. Trong thc t, kinh
doanh v vic m rng thm cc chng loi sn phm l qu trnh din ra lin tc,
gn nh khng cn bt c n lc c thc no t pha cc cng ty.
Ly IBM lm v d. Nhiu nm trc y, IBM cn chuyn su vo mt hng my
tnh trung tm v sn phm ny em li v vn li nhun cho IBM. Sau ,
IBM gp mt mi sn phm, v phi kh khn lm mi c th ha vn. Nm
1991, doanh thu ca IBM t 65 t la. Tuy nhin cui cng cng ty thua l
2,8 t la. Tc l gn 8 triu la mt ngy. Ngoi kinh doanh my tnh trung
tm, IBM cn tung ra th trng no my tnh c nhn, my trm lm vic, my
tnh hng trung, no phn mm, mng, in thoi, v cn nhiu na. Thm ch
IBM cn c chen chn vo th trng my tnh gia nh, vi sn phm PCjr. Trong
khong thi gian m rng , IMB tiu tn hng triu la vo my photocopy
( bn cho Kodak), Rolm ( bn cho Siemens), h thng kinh doanh v tinh (
ng ca), mng Prodigy (ang vt v), SAA, TopView, OfficeVision, ri OS/2.
Khi mt cng ty bt u thnh cng mt cch vt bc, h s lun c k hoch
gieo gi cho cc cn bo tng lai. Khi bn c gng lm tt c mi th cho tt c
mi ngi, tt yu bn s ri vo rc ri. Mt nh qun l tng ni: Ti th mnh
mt lnh vc no , cn hn l yu mi lnh vc.
Trong mt ngha hp hn, m rng chng loi sn phm l ly tn thng hiu ca
sn phm thnh cng (v d nc xt tht b A-1) t cho mt sn phm mi m
bn d nh qung b (v d nc xt gia cm A-1).
Nghe c v rt l-gc. Chng ti sn xut A-1, mn nc xt tuyt ho chim
phn ln th phn trong ngnh thc phm tht b. Nhng khch hng li ang
chuyn t n tht b sang n tht g, th nn chng ti gii thiu sn phm t tht
g ny. V tn no c th hay hn l A-1 ch? Khi chng ti s dng cng ci tn
cho nc xt tht g, ngi tiu dng s bit rng y l sn phm ca nhng
ngi to ra mn nc xt tht b tuyt ho A-1. Nhng marketing l cuc
chin tranh v nhn thc, khng phi cuc chin gia cc sn phm. Ngi tiu
dng quan nim A-1 khng phi tn thng hiu, m l bn thn mn nc xt tht
b. Anh cho ti t A-1 vo phn thc n ca ti nh, chng c ai hi ngc li:

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A-1 l g?. Cho d chi gn 18 triu la cho chin dch qung co ny, mn
nc xt g A-1 vn tht bi thm hi.
C rt nhiu cch m rng chng loi sn phm. Mi ngy ngi ta li ngh
thm nhiu cch mi. Nhng trong di hn v trong bi cnh th trng cnh tranh
khc lit, m rng s lng sn phm ca mnh gn nh him khi t hiu qu nh
mong i.
Thm gia v c l l mt cch ph bin trong n lc thu ht thm th phn. Cng
nhiu mt hng b sung, cng nhiu th phn. iu nghe c v ng nhng thc
ra khng hn l nh vy.
Tr li nm 1978, khi 7-Up ch l nc ung v cam chanh, n nm gi 5,7% th
trng nc ngt. Sau cng ty ny b sung thm vo danh mc sn phm ca
mnh no 7-Up Gold, no Cherry 7-Up, ri loi nc ung dnh cho ngi n
king. iu ny lm th phn ca 7-Up st gim mnh, c lc ch cn 2,5%.
Cc cng ty c xu hng m rng danh mc sn phm cho bt c chng loi hng
ha no. l l do ti sao cc ca hng trn ngp thng hiu. (C ti 1.300
thng hiu du gi u, 200 sn phm ng cc, v 250 loi nc ngt).
Nhng bao gi cng vy, thng hiu i u trong bt k ngnh hng no vn l
thng hiu khng chy theo cuc ua m rng sn phm. Thc n tr em chng
hn. Gerber c 72% th trng, vt rt xa so vi Beech-Nut v Heinz hai
thng hiu m rng.
Mc d c nhiu bng chng cho thy vic m rng danh mc sn phm khng
mang li hiu qu, nhng cc cng ty vn tip tc phnh thm ra, chng hn: Ivory
vi du gi u Ivory, ko Life Savers vi ko cao su Life Savers, Chanel vi qun
o cho nam gii, bia Coors vi nc ung Coors, t USA Today vi chng trnh
USA Today trn truyn hnh, Pierre Cardin vi ru Pierre Cardin, Levis vi giy
Levis,

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Colgate Palmolive: Chng ti mun s dng chnh cc thng hiu ct li ca

mnh, tn dng nhng tn thng hiu m thm nhng ngnh hng mi
Ch tch Ed Fogarty pht biu.
Campbell: Pht trin, m rng cc thng hiu cht lng cao v c nhc ti
nhiu, lun lun hiu qu hn so vi vic to lp mt thng hiu mi Tng
Gim c (CEO) David W. Johnson nhn nh.
Del Monte: Chng ti trung thnh vi quan nim ch mt thng hiu duy nht.
Chng ti s tip tc m rng thng hiu Del Monte sang cc lnh vc mi
Ch tch Ewan MacDonald tuyn b.
Ultra Slim-Fast: S c x phng, bnh pasta, salad, nc soda, nc hoa qu v
mt ung mi, dnh cho ngi n king nhiu, gi chung l Ultra Slim-Fast
Plus Ch tch Daniel Abraham cam kt.
Bt chp bng chng khng th chi ci v hu qu ngc li, ti sao cc nh qun
l hng u nh trn u tin rng m rng thm sn phm mi l bin php ti u?
L do l tuy m rng danh mc sn phm gy ra thua l trong di hn, nhng trong
ngn hn n li t ra c li (theo quy lut Vin cnh). Cc nh qun l l nhng
ngi rt trung thnh vi cng ty v thng hiu, iu ny i khi cn tr h trong
vic hoch nh chin lc kinh doanh. Nu khng nh th th ti sao PepsiCo li
tung ra sn phm Crystal Pepsi, bt chp tht bi trc ca Pepsi Light v Pepsi
AM?
i khi, nhiu hn li l t i. Cng tung ra thm nhiu sn phm, cng kim thm
th trng, cng kt thm nhiu lin minh, li nhun cng ty thu c ngy cng t
dn. M ht tc lc tin ln pha trc c l y l khu hiu chung ca cc
cng ty. n bao gi h mi hiu rng m rng sn phm qu nhiu cui cng s
dn n suy thoi v ri vo qun lng?
t hn tc l nhiu thm. Trong th trng ngy nay, nu mun thnh cng, bn
phi thu hp din tp trung xy dng mt ch ng vng chc trong tm tr
khch hng.

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Ti sao Sears, Roebuck ri vo kh khn? V cng ty ny c gng lm tt c

mi th. Sears vn l mt cng ty ln trong ngnh dng lu bn(1), sau bc
chn vo lnh vc hng t la, ri thng tin vo th trng thi trang. Cng ty ny
thm ch cn thu c Cheryl Tiegs(2) lm din vin qung co. Tht s th chng
ngi mu thi trang no mua vy ngn ca Sears c.
Theo quan nim thng thng, mt chin lc kinh doanh thng phi c mt tm
nhn tng th. Nhng tng no c th xa, rng bao qut tt c cc sn
phm v dch v ca mt cng ty trn th trng hin ti, cng nh nhng sn
phm v dch v s ra i trong tng lai?
Cng theo quan nim thng thng, chin lc ging nh mt ci lu. Bn phi
cm mt ci lu tht to, sao cho n c th cha tt c mi th bn mun nht vo
.
IBM dng mt ci lu vi tnh khng l. Khng c mt hng no trn th trng
my tnh, hin ti hay trong tng lai, lt ra khi ci lu IBM c. Thc ra y li
l thc n nu mn thm ha. Khi c thm cng ty mi, sn phm mi,
tng mi xm nhp vo th trng my tnh, IBM s b nh bi. Bn khng th
bao sn c mt th trng pht trin nhanh nh th trng my tnh, ngay c khi
bn rt hng mnh v ti chnh nh IBM. Trn quan im chin lc, bn phi bit
chn la a im, v tr dng lu.
Xt v mt chin lc, General Motors cng chung con thuyn vi IBM. GM t
chn vo mi th, t xe sedan, xe th thao, xe r tin, xe t tin, xe ti, xe ti loi
nh, thm ch c xe hi chy in. Vy chin lc kinh doanh ca GM l g? L
theo ui bt k ci g bn bnh v di chuyn khp ni c.
i vi nhiu cng ty, m rng danh mc sn phm tng nh l li thot d dng
hn. Thc ra, m rng mt thng hiu mi i hi cng ty phi c ngun lc
ti chnh vng mnh cng nh tng t ph. mt thng hiu mi thnh
cng, thng hiu phi i tin phong trong mt ngnh hng no (theo quy
lut Tin phong). Hoc, thng hiu mi phi c nh v l thng hiu thay th
cho thng hiu i u (theo quy lut i nghch). Trong khi , cc cng ty li

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thng ch n khi th trng pht trin, ri mi nhn ra rng hai v tr dn u

vut khi tm tay. Th l h ri vo li mn lu nay l tip tc m rng danh mc
sn phm.
Thuc gii cho chnh sch m rng danh mc sn phm chnh l lng can m ca
cng ty, nhng thuc gii ny khng phi cng ty no cng c th tm c.
13.
Quy lut hy sinh
Ni dung ca quy lut Hy sinh i lp vi quy lut M rng. Trong nn kinh t th

trng ngy nay, thnh cng, bn buc phi hy sinh mt trong ba th sau: dng
sn phm mi, th trng mc tiu, v s thay i lin tc.
u tin l dng sn phm. Vic bn c ton b cc sn phm trong mt dng
sn phm l iu m c ca mt cng ty ang kinh doanh thua l. Nu mun
thnh cng, bn khng nn m rng m phi thu hp dng sn phm li. Ly v
d v Emery Air Freight hng kinh doanh dch v vn chuyn hng khng. Bn
c th gi mi loi hng ha qua Emery: t bu kin nh n bu kin ln, t dch
v chuyn pht nhanh n dch v thng.
Xt t quan im marketing, Federal Express lm g? H ch chuyn vo mt
dch v duy nht: bu kin nh, vn chuyn ngay lp tc (overnight). Ngy nay,
Federal Express ln mnh hn Emery nhiu. S hy sinh ca Federal Express mang
li mt sc mnh to ln, chnh l vic h thnh cng khi a c khi nim
ngay lp tc vo tm tr khch hng. Khi no cn phi gi hng ngay lp tc,
mi ngi s gi cho Federal Express.
Nhng sau Federal Express lm g? H li lm ng ci iu m Emery
lm m rng dch v cung cp. H t b danh hiu ngi gi hng nhanh ngay
lp tc, bng vic mua dy chuyn hng ha Flying Tiger ca Tiger International,

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vi gi 880 triu USD vo nm 1989. By gi Federal Express l mt cng ty vn

ti hng khng hot ng trn ton cu nhng li khng c v th ton cu. Ch
trong vng 21 thng, h mt 1,1 t USD li nhun trong cc giao dch quc t.
Marketing l cuc chin v tm l. N l cuc sc v quan nim ch khng
phi v sn phm hay dch v. Trong suy ngh ca khch hng tim nng, Federal
Express l mt cng ty vn chuyn hng ha nhanh chng, ngay lp tc. Khi th
trng bt u m rng ton cu, Federal Express i mt vi tnh th tin thoi
lng nan kinh in trong marketing: C nn dng thng hiu ni a khi hot
ng trn th trng quc t khng? C cn phi to ra mt thng hiu mi trn
phm vi th gii? Hn na, h nn x l vi DHL th no? [DHL bc chn
u tin vo th trng quc t trong lnh vc dch v vn chuyn nhanh.] Tht t,
Federal Express t b danh ting gi hng ngay lp tc ca mnh. T hn
na, h li khng thay th khi nim bng mt tng mi.
Trong mt thi gian di, Eveready l thng hiu tin phong trong lnh vc sn
xut pin. Nhng cng ngh mi lin tc xut hin, u tin l pin chu ti(1),
lm thay i din mo ngnh sn xut pin. Bn s gi sn phm pin chu ti ca
mnh l g nu nh bn nm gi c thng hiu hng u trong lnh vc ny?
C l bn s li gi n l pin chu ti Eveready, nh hng Eveready t tn sn
phm ca mnh.
Tip theo l s xut hin ca pin kim. Li mt ln na, Eveready gi sn phm
pin kim ca h l pin kim Eveready, mt ci tn tng nh c ngha. Th
nhng, cng ty P.R. Mallory tung ra th trng ch mt dng sn phm pin kim
duy nht. H t cho dng sn phm ny ci tn hay hn: Duracell.
S hy sinh ca Duracell c b p, h c th a khi nim pin tui th
bn vo tm tr khch hng. Nhng mu qung co ca hng u th hin thng
ip rng pin Duracell c tui th bn gp i pin Eveready.
Lc ny, Eveready buc phi i tn dng sn phm pin kim ca h thnh
Energizer. Nhng qu mun. Duracell tr thnh cng ty dn u trn th
trng pin kim.

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Th gii kinh doanh gm nhng cng ty tng hp c quy m ln, hot ng a

dng, v nhng cng ty chuyn su vi mc tp trung cao. Nu m rng thm
ngnh hng v a dng ha sn phm l chin lc marketing hiu qu, th chc
bn s phi thy cc cng ty tng hp tin nhanh ch. Nhng trn thc t khng
nh vy. Hu ht cc cng ty tng hp u gp kh khn.
Hy xem v d ca Kraft. Mi ngi u tng Kraft l mt thng hiu mnh
nhng sn phm thch v mt ca Kraft ch chim 9% th trng, cn Smucker c
th phn ln n 35%. Kraft hm ngha tt c, nhng ci tn Smucker ch c
ngha l thch hoc mt, v thch v mt l tt c nhng g h sn xut. Vi sn
phm st mayonnaise, Kraft nm 18% th trng. Cn Hellmann c ti 42%. Thc
s Kraft c mt thng hiu chim th phn ln nht. Tuy nhin, thng hiu
khng mang tn Kraft, m mang tn Philadelphia. V thng hiu pho mt kem
Philadelphia ny nm gi ti 70% th trng pho mt kem.
Hy xem tip v d ca ngnh dch v bn l. lnh vc ny, ca hng bch ha
tng hp l n v gp nhiu kh khn nht. Campeau, L.J. Hooker, v Gimbels
u phi ra ta v ph sn. Interstate cng tuyn b ph sn nhng sau quyt
nh chuyn mn ha vo mt sn phm duy nht l chi v i tn thnh Toys
Us. Cng ty ngy mt lm n pht trin, vi doanh thu khong 11 t USD.
Nhiu dy chuyn bn l ang p dng thnh cng cng thc ca Toys Us: thu
hp din tp trung, dn sc vo cc sn phm chuyn su v gt hi c s
thnh cng nht nh, chng hn nh:
Staples. Cung cp vn phng phm
The Gap. Trang phc nh cho gii tr
Benetton. Trang phc len, cotton cho gii snh iu
Victorias Secret. lt gi cm
Foot Locker. Giy th thao
Banana Republic. Trang phc i sn

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Tip theo, hy tho lun v s hy sinh th hai hy sinh th trng mc tiu. Hy

ly th trng nc coca lm v d. Coca-Cola to dng c mt v th hng
mnh nh lu c hnh nh vo tm tr khch hng sm nht. Chng hn vo cui
thp nin 50, Coke bn chy hn hn Pepsi, vi t s 5/1. Vy Pepsi-Cola c th
lm g chng li s hng mnh ca Coke?
Cui cng vo u thp nin 60, Pepsi-Cola trin khai mt chin lc marketing
da trn quan im chp nhn hy sinh. Pepsi-Cola hy sinh mi th, ch tr th
trng dnh cho tui teen. Sau Pepsi-Cola tip tc khai thc th trng ny mt
cch thng minh bng cch thu nhng thn tng ca tui teen lm qung co
nh: Michael Jackson, Lionel Richie, Don Johnson.
Ch vi mt th h khch hng, Pepsi xa c khong cch v doanh thu vi
Coke. Ngy nay trong bng tng doanh thu ca th trng cola M, Pepsi ch thua
Coca-Cola c 10%. Ti cc siu th, mt s kho st cho thy Pepsi-Cola c tiu
th mnh hn Coca-Cola.
Mc d thnh cng nhng Pepsi-Cola vn chu p lc phi m rng ci lu
danh mc sn phm. V h gc ng trc cm d ny. Theo t Advertising
Age, th Pepsi-Cola pht trin nhanh hn th h Pepsi. Trong n lc tin hnh
mt thay i ln v marketing, con tu Pepsi s bin thnh nh cung cp nc ngt
cho mi ngi.
Gotta have it (Phi lm c) l chin lc mi ca Pepsi. Trong mu qung co
ca h, nhng ngi gi nh Yogi Berra(1) v Regis Philbin(2) cng ung Pepsi.
Hn ch ca qung co Pepsi trong qu kh l tp trung nhiu vo gii tr
Phil Dusenberry, chi nhnh qung co BBDO ca Pepsi, nhn nh L ra chng
ta c th thu c nhiu li nhun hn nu chng ta m rng ng tm nhn
hng n mt mng li khch hng rng ln hn, v thu ht nhiu ngi mua
sn phm hn.
Theo tp ch Fortune, Coca-Cola l thng hiu mnh nht th gii. Khi mt
thng hiu mi nh Pepsi-Cola trin khai chin lc tp trung cnh tranh vi

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Coca-Cola, khng nht thit Coca-Cola phi thay i chin lc hng mnh ca
mnh.
Dng nh hu ht mi ngi u tin rng vic thit lp mng li tiu th rng
hn s thu ht nhiu khch hng hn, mc d nhiu v d chng minh iu
ngc li.
Ly v d Budweiser chng hn. Khi chng ti bt tay vo trin khai mt k
hoch marketing cho Budweiser, chng ti phi tnh n tt c cc i tng khch
hng trn 21 tui, cho d l h l nam gii, ph n, ngi da en hay da trng
August Busch IV ni.
Bn hy xem li cc mu qung co thuc l, c bit l nhng qung co trc
y u c hnh nh mt ngi n ng v mt ngi ph n. Ti sao nh? Trong
mt x hi m a s ngi ht thuc l nam gii, cc nh sn xut thuc l li
mun m rng th trng ca h: c khch hng nam gii ri, gi y chng
ta s m rng n khch hng n gii.
Nhng Philip Morris khng lm nh vy? Philip Morris thu hp din tp trung,
nhm vo mt i tng duy nht: khch hng nam gii. V sau h cn chuyn
su hn na bng hnh nh ngi n ng ca nhng ngi n ng, tc cc
chng cao bi. Thng hiu ny mang tn Marlboro. Marlboro nhanh chng tr
thnh loi thuc l c a chung v bn chy nht th gii. Ti M, c nam gii
ln ph n u thch Marlboro.
Mc tiu ca marketing khng phi l th trng. iu ny c ngha l mc tiu m
chin lc marketing ca bn hng ti khng trng khp vi mc tiu ca khch
hng i tng thc t s s dng sn phm hay dch v ca bn. Mc d khch
hng mc tiu ca Pepsi-Cola l tui teen, nhng th trng li gm tt c mi
ngi. Mt ngi n ng trung nin 50 tui nu mun ngh rng mnh ch mi 29
tui cng s ung Pepsi.
i tng mc tiu cho qung co ca Marlboro l chng cao bi, nhng th
trng ca Marlboro l tt c mi ngi. Bn c bit ngy nay cn li bao nhiu
chng cao bi t M khng? t lm. V tt c h u tng ht Marlboro.

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Cui cng, s hy sinh th ba: s thay i lin tc. Nu c bm theo nhng chuyn
bin ca th trng, bn s b nh bt khi hnh trnh bn ang i. Cch tt nht
duy tr mt v th n nh l kin quyt i theo con ng chn.
People Express bt u vi mt ch ng tuy hp nhng kh vng vng. H l
hng hng khng ca gii bnh dn, a khch n cc thnh ph bnh dn, theo
cc mc gi bnh dn. Th ri People Express lm g sau khi thnh cng? H c
gng lm tt c mi th cho tt c mi ngi. H u t vo trang thit b mi,
thc hin nhng chuyn bay c chi ph cao n nhng ni tn km nh Chicago v
Denver, cha k chu u. H mua li Frontier Airlines. H b sung thm nhiu
chuyn bay c cc hng gh ngi sang trng. People Express nhanh chng suy
thoi. H trnh khi ph sn nh t bn mnh cho Texas Air, v hng ny ph
sn thay cho People Express.
Trong mt v d ngc li, White Castle(1) cha bao gi thay i v tr ca mnh.
Ngy nay White Castle khng ch ging nh White Castle ca 60 nm v trc,
m h cn bn sn phm ngi trt tuyt bng gi ngy trc mc gi thp
khng th tng. Bn c tin khng, mi nm doanh thu trung bnh ca White
Castle l hn 1 triu USD. (Nhiu hn Burger King v khng thua g so vi
McDonalds).
Tng lai tt p s n vi nhng ai bit hy sinh
14.
Quy lut c tnh
Theo ni dung ca quy lut c quyn, bn khng th s dng chung t i

din, hay dng chung thng hiu m i th cnh tranh ang s hu. Bn phi
tm mt t i din ring th hin nhng c tnh khc cho sn phm ca mnh. C
nhiu cng ty i sau tp trung n lc bt chc cng ty dn u.
Theo quan im ca nhng cng ty ny: Nhng cng ty ng u bit phi lm g
cho hiu qu, v th chng ta ch vic hnh ng tng t nh h. Hng suy
ngh ny khng phi lc no cng chnh xc.

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Cch hiu qu nht l bn hy tm cho sn phm ca mnh mt c tnh i lp vi

sn phm ca i th cnh tranh, cho php bn chng li i th. Coca-Cola l
thng hiu n sm nht v tr thnh s la chn ca nhng ngi ln tui.
Pepsi thnh cng khi nh v thng hiu ca mnh l s la chn ca th h tr.
Khi Crest s hu t su rng, cc hng kem nh rng khc trnh t ny,
thay vo , h nhn mnh vo cc c tnh khc nh hng v, tc dng lm trng
rng, bo v hi th,
Marketing l cuc chin v tng. V th nu mun thnh cng, bn phi c
tng, hoc phi to cho sn phm mt c tnh ring m bn c th dn sc pht
trin. Nu khng c tng hoc c tnh ring , bn nn bn sn phm gi
thp, rt thp. Cc c tnh vn khng bnh ng. Mc quan trng ca cc c
tnh khc nhau ty theo tng i tng khch hng. Hiu c iu ny bn n
lc tm ra c tnh quan trng nht ca sn phm.
Ngn nga su rng l c tnh quan trng nht ca kem nh rng. y l mt c
tnh cn thit v xng ng bn to dng cho sn phm ca mnh. Nhng quy
lut c quyn ch ra rng khi mt c tnh b i th cnh tranh s dng
thnh cng, th c tnh khng cn l ca bn. Bn phi tm mt c tnh khc,
d km hp dn hn v chp nhn th phn nh hn trong chng loi sn phm
ny. Lc ny, nhim v ca bn tr nn kh khn hn khi bn phi tm mi cch
tng th phn bng cch tng cng gi tr cho c tnh mi ny.
Trong nhiu nm sn phm ca IBM thng tr th trng my tnh vi thuc tnh
big v powerful. Nhng cng ty no c gng ginh git hai c tnh u
khng thnh cng. RCA, GE, UNIVAC, Burroughs, Honeywell, NCR, v Control
Data tn rt nhiu chi ph vo my tnh trung tm. Sau Armonk mt cng
ty mi ni Boston ngh n c tnh ngc li: small, v th l my tnh mini
ra i. Cc cng ty ln kia ci nho Armonk v h ngh rng cc cng ty M
ch thch my tnh big v powerful. Ngy nay my tnh nh chim mt th
phn ln n mc khng ng n.

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C mt cng ty khng bao gi ci nho nhng c tnh mi v i lp vi sn

phm ca mnh. l Gillette thng hiu dao co ru hng u th gii.
Gillette thng tr th trng nh mt hng dao co cng ngh cao v hp dao co
cartridge. Khi mt cng ty mi ni Php pht hin ra thuc tnh i lp vi sn
phm ca Gillette v da vo , tung ra loi dao co ch s dng mt ln,
Gillette l ra c th ci nho v tin hnh cc nghin cu chng minh rng
n ng M thch loi dao co nng, t tin, cng ngh cao, v.v. nh th no.
Nhng, h khng lm th.
Thay v vy, Gillette nhy vo th trng vi sn phm dao co s dng mt ln
ca chnh mnh, mang tn Good News. Vi chin dch qung co quy m v tn
km, Gillette chin thng trong chng loi sn phm mi ny. Ngy nay dao co
Gillette Good News thng lnh th trng dao co dng mt ln, v loi sn phm
dng mt ln ny th ang tin n thng tr ngnh dao co. Kinh nghim t cu
chuyn ca Gillette: khng vi vng khi d on quy m th phn ca mt sn
phm c cc c tnh mi.
Burger King khng thnh cng khi c ginh git c tnh fast t tay
McDonalds. Nu quay ngc li thi gian, Burger King nn lm g? S dng c
tnh i lp ? c tnh hon ton ngc li ca fast l slow mt c tnh
khng thch hp vi thc n nhanh (fastfood).
Ch cn n bt k ca hng McDonalds no, bn cng c th nhn thy mt c
tnh khc m McDonalds ang s hu: tr em. Ca hng McDonalds qu l ni
m tr em li ko b m n; nhng chic gh xch u m McDonalds by ca
hng chng minh iu . y cng l mt minh ha cc k r rng cuc chin
ngy no gia Coke v Pepsi. Nu McDonalds hng vo i tng tr em, th
Burger King c c hi nh v h l ngi phc v cho nhm khch hng trng
thnh, trong gm c nhng a tr khng mun b xem l tr con. Nhm khch
hng ny gm tt c nhng ngi trn 10 tui. Qu l mt th trng khng nh.
chinh phc c th trng tim nng ny, Burger King cn p dng quy lut
Hy sinh nhng tt c cc khch hng nh tui cho McDonalds. V a
tng vo tm tr khch hng, Burger King s cn mt t i din cho c tnh m

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h tm ra. T c th l ngi trng thnh. Tr em thng thc hng v

hamburger ca McDonalds, cn ngi trng thnh thng thc hng v tht
nng ca Burger King. R rng y l mt s phn chia th phn v cng hp l
v hiu qu.
15.
Quy lut thnh tht
Rt c th bn s ngc nhin khi bit rng mt trong nhng cch hiu qu nht
i vo tm tr ca khch hng l: ngay t u hy tha nhn nhc im ca mnh
v sau bin nhc im thnh im mnh vt tri. Chc hn bn tng
nghe nhng cu ni tng t nh sau:
Avis is only No. 2 in rent-a-cars. (Avis ch ng th hai trn th trng xe cho
thu)
With a name like Smuckers, it has to be good. (Mang mt ci tn nh
Smuckers, sn phm bt buc phi tt)
The 1970 VW will stay ugly longer. (Xe VW 1970 s tip tc xu x)
Joy. The most expensive perfume in the world. (Joy. Nc hoa t nht th gii)
Ti sao liu thuc thnh tht li c hiu qu n th trong marketing? Trc ht, s
thnh tht s lm ngi nghe bt gin. Tt c nhng nhn nh tiu cc ca bn v
chnh bn s c ngi nghe chp nhn ngay v xem l ng. Ngc li, nhng
nhn nh tch cc, s b soi xt mt cch y nghi hoc, nht l trong qung co.
Hn na, nhn nh tch cc buc phi c chng minh mi lm ngi nghe tha
mn. Cn nhn nh tiu cc th khng cn chng minh bt c iu g.
Xe VW 1970 s tip tc xu x. Mt chic xe xu x chc l ng tin cy.
Joy. Nc hoa t nht th gii. Nu ngi ta sn sng tr ti 375 USD mt
ounce th chc y phi l nc hoa tt v c hng thm tuyt vi.

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Mang mt ci tn nh Smuckers, sn phm bt buc phi tt. Nhiu cng ty, c

bit l cc cng ty gia nh, khng bao gi t ch nho ci tn ca h. Tuy nhin
gia nh Smucker li lm ngc li, l l do ti sao Smuckers l thng hiu
hng u v mt v thch. Nu tn thng hiu bn khng p, bn c hai la
chn: hoc i tn, hoc tn dng ci tn tiu khin. ng bao gi pht l
mt ci tn xu. i khi l l do chnh khin khch hng ch n thng hiu
ca bn nhiu hn.
Avis ch ng th hai trn th trng xe cho thu. Ti sao mi ngi vn s dng
dch v ca Avis d bit Avis ch ng th hai? Bi v h s c gng nhiu hn
na vn ln v tr hng u.
Vy ti sao li s dng mt sn phm hin nhin km nh th? Marketing
thng l qu trnh tm kim ci r rng hin nhin. Do bn khng th thay i
suy ngh ca khch hng mt khi suy ngh c nh hnh, nn cc n lc
marketing ca bn phi tp trung vo tn dng cc suy ngh nh hnh . Hoc
bn phi s dng marketing nhi nht tng mi vo tm tr khch hng.
Khng mt chng trnh marketing no lm vic ny thng minh nh cc chng
trnh ca Avis ng th hai.
Suy ngh tch cc lun c nh gi qu cao. S pht trin bng n ca truyn
thng trong x hi khin khch hng tr nn thn trng v cnh gic mi khi c
mi cho mua sm bt c mt hng no. Tha nhn khuyt im l iu m rt
him cng ty lm. Do vy, khi mt cng ty bt u thng ip qung co bng
cch tha nhn khim khuyt ca mnh, th khch hng c xu hng, gn nh l
bn nng, ci m hn. Cng ging nh khi c ai tham kho hay hi kin bn
v mt rc ri, kh khn no ca h, bn lun lng nghe, nhit tnh a ra li
khuyn, gi vi mong mun gip thc s. Cn khi c ai lun k v cc
thnh tch tuyt vi ca h, bn s nhanh chng mt mi v khng c hng th
quan tm.
Khi Scope bc chn vo th trng kem nh rng vi mt sn phm kem nh
rng c hng thm nh trng im yu ca Listerine, loi kem nh rng
c mi bnh vin. Listerine nn lm g? Chc chn khng nn thanh minh vi

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khch hng rng mi v ca Listerine khng t cht no, bi phn ng s

cng c thm nhn nh ca khch hng v nhc im ca Listerine. V mi
chuyn c kh nng s ti t hn. Thay vo , Listerine kho lo s dng quy
lut Thnh tht trong cc mu qung co ca mnh vi khu hiu: Listerine The
taste you hate twice a day! (Mi v m bn ght n hai ln trong ngy). Listerine
khng ch tha nhn rng sn phm ca mnh c mi v t hi, m cn bit rng
mi ngi u ght mi v . Nhng iu ny li lm ny sinh mt nhn thc mi
trong tm tr khch hng rng Listerine dit rt nhiu vi khun. Khch hng suy
lun rng bt k th g c cht mi ca bnh vin u c kh nng dit khun.
Khng hong tri qua nh s can thip ca mt liu thuc: thnh tht.
Khi s dng quy lut Thnh tht, bn cn phi thn trng v kho lo. Trc tin,
khim khuyt ca bn phi c khch hng cng nhn l khim khuyt tht
s. Tip theo, bn phi nhanh chng bin khim khuyt thnh im mnh. Quy
lut Thnh tht khng nhm mc ch xin li khch hng. Mc ch ca n l to
ra nhng u th c th thuyt phc i tng khch hng tim nng.
Quy lut marketing ny chng minh cu chm ngn c: Thnh tht l phng
sch tt nht.
16.
Quy lut n then cht
Mt s ngi lm marketing xem thnh cng l tng th nhng n lc n l c

thc hin mt cch hon ho. H ngh rng mnh vn thnh cng nu ch cn chn
mt chin lc bt k trong hng lot chin lc marketing khc nhau ri c gng
thc hin.
Nu c c hi lm vic cho cng ty i u, h s lng ph ngun lc vo hng lot
chng trnh marketing khc nhau. H lun tin rng cch tt nht pht trin l
kinh doanh theo kiu nhng mi vo mi lnh vc. Nu cng ty ca h cha phi l
ngi i u, h s c gng lm mi vic nh cng ty i u, nhng hiu qu hn

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mt cht vi quan im: Tt c nhng g chng ta cn lm l phn u thm mt

cht na, ri mi th s tt p. Nhng, n lc, phn u, c gng khng phi
l b quyt marketing thnh cng. Nhng bi hc kinh nghim trong qu kh
chng minh rng iu duy nht mang li hiu qu trong marketing l nh mt n
then cht. Thm na: Trong bt k tnh hung no, ch cn mt n then cht l c
th mang li hiu qu ng k.
Nhng v tng ti ba phi nghin cu chin trng v xc nh n tn cng m
i phng t ng n nht. Cc nh chin lc qun s v tc gi B.H. Liddell
Hart(1) gi n nh then cht ny l php bt ng. Qun ng minh b vo
Normandy, mt v tr c b bin lm chm cng thy triu. y l a hnh t
c qun c la chn lm ni ng qun nht, d vi quy m qun i nh th
no.
Trong marketing cng tng t. Thng ch c mt im duy nht thc s l t
huyt ca i th cnh tranh. V bn nn dc ton lc tn cng vo im .
Ngnh cng nghip xe hi l mt th d in hnh. Trong nhiu nm lin, sc mnh
chnh ca hng xe i u l nm gia hai u th trng: Vi cc thng
hiu Chevrolet, Pontiac, Oldsmobile, Buick, v Cadillac, General Motors d dng
y li nhng cuc tn cng t pha chnh din nh ca Ford, Chrysler, v
American Motors. (Tht bi ca xe Edsel l v d in hnh). Nhng gi y, s
thng tr ca GM tr thnh chuyn qu kh.
iu g ng trong marketing th cng ng trong lnh vc qun s: yu t bt
ng.
Qun Hannibal vt qua rng Alps, mt tuyn ng gn nh khng th vt
qua, tin vo . Hitler tin vo Maginot (tuyn phng th quan trng nht ca
Php trong Th chin th hai), v a qun on thit gip ph Ardennes, mt
vng lnh th m cc tng lnh Php ngh rng xe tng khng th i qua(1). [Trn
thc t, Hitler lm iu nhng hai ln: mt ln trong trn vi Php v mt
ln na trong trn chin Bulge.]

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Nhng nm gn y, ch c hai n nh mnh nhm vo GM. C hai u l

nhng c nh thc sn qua phng tuyn Maginot ca GM. Ngi Nht xut
hin u bn kia ca th trng cc bnh dn vi loi xe nh Toyota, Datsun
v Honda. Ngi c nh vo cc cao cp ca th trng vi loi xe t tin
Mercedes v BMW.
Trc thnh cng ca hai n nh thc sn t pha Nht v c, General
Motors b p lc buc phi dn ngun lc chng hai u trn tuyn.
(Cadillac ca GM qu r, khng sc ng vng trc dng xe nhp khu gi
cao ca c).
Trong mt n lc nhm tit kim chi ph v duy tr li nhun, GM a ra mt
quyt nh nh mnh: sn xut nhiu xe hi thuc dng gia dng c chung
kiu dng thn xe. Chng ai c th phn bit c u l Chevrolet, Pontiac,
Oldsmobile hay Buick na. Tt c trng u ging nhau.
Nhng chic xe ging nhau lm tuyn gia mt trn General Motors suy yu
dn, m ng cho Ford tung ra mt n na, nh xuyn phng tuyn ca GM,
vi v kh l mu xe kiu chu u Taurus v Sable. Sau , n lt ngi Nht
nhy vo cuc chin vi Acura, Lexus, v Infiniti. Lc ny, GM hu nh suy
yu trn khp mt trn.
Cch y nhiu nm, Coca-Cola phi chin u cng lc trn hai mt trn, nh hai
sn phm l Coke Classic (Coke c in s dng cng thc truyn thng ca
Coca-Cola) v New Coke (Coke mi). Trong khi Coca-Cola c in ly li
c ng k sc mnh ban u th New Coke (cng l mt dng Edsel ca vng
Atlanta) li v cng chnh vnh.
Coca-Cola tung ra v s nhng khu hiu mi: We have a taste for you
(Chng ti dnh mt hng v cho bn), The real choice (La chn thc s),
Catch the Wave (Bt ly ln sng), Red, white, and you (, trng v bn),
You cant beat the feeling (Bn khng th cng li tnh cm ca mnh), You
cant beat the real thing (Khng th chng li s tht). Th nhng tnh hnh vn
khng c g bin chuyn. i ng marketing ca Coca-Cola tip tc phn u.

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Thm ch h cn thu mt cng ty Hollywood ng gp cc tng sng to.

Nhn vin th lin tc a ra nhng khu hiu mi. Cc nh qun tr hng u li
tho lun v nhng t ra qun sng to mi nht. Xt v mt l thuyt, nu tm tr
c t do, thoi mi, nhiu tng sng gi c th c ny sinh. Tuy nhin
trong trng hp ny, Coke cn mt phng php t ph hn.
Coke cn tin xa hn. Coke ch c mt n nh duy nht gm hai bc bc
mt l nh li, bc hai l tn cng. Coke p dng quy lut Hy sinh nh sn
phm New Coke ra. Khng phi v New Coke tht bi hay gy phin phc cho
Coke, m v s tn ti ca New Coke ngn cn vic Coke s dng hiu qu v kh
duy nht m h c trong tay.
Khi ct k New Coke mt v tr an ton, Coke p dng quy lut Tp trung
cnh tranh vi Pepsi bng cch nh v li thng hiu Coke trong tm tr khch
hng l mt sn phm ch thc. tng ny khng ch n gin v hiu qu,
m cn tht s l mt v kh Coke c sn trong tay. iu ny khai thc n tng
duy nht m Coke to dng c trong tm tr khch hng: n tng v mt
sn phm ch thc.
tm ra c n then cht , nhng ngi qun l v lm cng tc
marketing phi nm vng din bin ca th trng. H phi xm nhp vo thc t
thng trng, phi trc tip ra trn v nhp cuc mi c th bit c iu g l
hiu qu, c tnh no l im mnh v thi im no l ph hp quyt nh
tung n then cht.
V ci gi phi tr cho mi sai lm l rt cao, nn cc nh qun l, nht l qun l
ti chnh khng th chp nhn y quyn cc quyt nh marketing quan trng cho
ngi khc. Chuyn ny xy ra General Motors. Khi nhng nh qun l ti
chnh tip qun cng vic, chng trnh marketing sp . Li ch i vi gii
ti chnh th hin nhng con s em li li nhun ch khng phi thng hiu.
Th nhng, nu khng khai ph hnh trnh ang i, cui cng cc con s cng s
dao ng xung mc m cng vi thng hiu.

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Quy lut khng th d on
n cha trong nhng k hoch marketing l mt gi nh v tng lai. Tuy nhin,

nhng gi nh ny thng khng chnh xc. Ngay c vi h thng my tnh hin
i cng vi c mt i ng cc nh thin vn hc ti nng, chng ta vn ch d
bo c thi tit khng qu ba ngy.
Vy cc d bo v th trng trong khong thi gian tnh bng nm liu c ng
tin cy?
IBM trin khai mt k hoch marketing hng mnh ni tt c cc my PC vo
my tnh trung tm ca h. Cng ty gi sn phm l OfficeVision. Tuy nhin k
hoch tht bi ngay trc s pht trin ca Sun MicroSystems, Microsoft, v
cc cng ty khc. Bn c th ni rng OfficeVision d on c mi th, tr
s cnh tranh trn th trng.
Tht bi trong vic d on phn ng cnh tranh l l do chnh dn n cc tht bi
trong marketing. Nhiu cng ty hot ng cn c vo bo co hng qu, ht bo
co ny n bo co kia. l thc n ch bin mn rc ri. Cng ty no
ph thuc vo cc con s th cng s cht theo cc con s. Harold Geneen, cu
lnh o ca hng ITT(1) danh ting, l v d minh ha in hnh cho lun im
ny. ng s dng mi mnh li vi cc nh qun l tm kim li nhun
tng khng ngng. Cc n lc ca Geneen mang li mt ngi nh xy bng card.
Cui cng, ngi nh ny sp . Ngy nay, ITT ch cn l ci v ca mt thi
hong kim. Ti chnh tt nhng marketing ti.
General Motors kinh doanh hiu qu cho n khi gii ti chnh tip qun v t
mi quan tm vo cc con s thay v vo thng hiu. H lm hng k hoch ca
Alfred P. Sloan v to dng thng hiu khc bit. t c doanh thu trong
ngn hn, tt c nhng ngi ph trch cc b phn u lao vo theo ui on
gia th trng.
Mt k hoch ngn hn tt l phi ph hp vi c tnh c th, phn bit sn
phm hoc cng ty bn vi sn phm hoc cng ty ca ngi khc. Sau , bn

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phi vch ra mt nh hng marketing di hn tht mch lc. T nh hng ny

c th xy dng mt chng trnh pht trin c tnh y. y khng phi l k
hoch di hn, m l nh hng marketing di hn.
K hoch ngn hn ca Tom Monaghan hng Domino Pizza ph hp vi
tng giao hng tn nh v xy dng mt h thng giao bnh pizza nhanh v
hiu qu. nh hng di hn ca ng l xy dng dy chuyn giao hng ti nh
u tin trn ton nc M, cng sm cng tt. Monaghan khng th pht trin
c c tnh giao hng tn nh ca dch v, mi cho n khi ng c tin
tin hnh qung co trn ton quc. Cui cng, ng t c c hai mc tiu, v
ngy nay Domino l mt cng ty tr gi hng t USD vi 40% th phn trong lnh
vc dch v giao hng tn nh.
Vy chng ta cn phi lm g c th x l tt nht ci khng th d on
c? Mc d khng th thy trc tng lai, nhng chng ta c th kim sot
ci gi l xu hng. chnh l cch tn dng nhng thay i trn th trng.
Mt v d minh ha khi nim xu hng l vic ngi M ngy cng quan tm hn
n vic chm sc sc khe. Xu hng ny m ng cho s ra i mt s sn
phm mi, c bit l thc phm lnh mnh, c li cho sc khe hn. Thnh cng
ca thc n ng lnh Healthy Choice l minh chng r rng v mt sn phm
tn dng c xu hng ny.
ConAgra gii thiu sn phm Healthy Choice vo thng 3 nm 1989. Thc ra t
nhiu nm trc , trn th trng c nhiu thng hiu n nh, t cht bo,
t soda. Nhng nhng tng ny b chn vi di nhng thng hiu m
thm. ConAgra l cng ty u tin s dng mt ci tn mi v pht trin mt
tng n gin tn dng mt xu th din ra trong nhiu nm. Tht khng
may, ConAgra li ang trn ng lm mi th ri tung ln vi vic m rng
thng hiu Healthy Choice, ngoi dng thc phm ng lnh. ConAgra vi
phm quy lut Hy sinh.
iu nguy him khi x l cc xu th trn th trng chnh l php ngoi suy. Nhiu
cng ty qu vi vng a ra kt lun mt xu hng s tin xa n mc no. Cng
ti t khng km php ngoi suy, l gi nh chung rng tng lai s khng c g

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thay i, s lp li hin ti. Bn hy ghi nh nh lut Peter(1): iu khng ng

nht lun xy ra.
Bm theo cc xu hng l mt cng c hu hiu ng u vi tng lai vn
khng th tin on. Trong khi th cc nghin cu th trng gy rc ri nhiu
hn l h tr cho bn. Cc nghin cu ch t ra hu ch nht l khi nh gi qu
kh. tng mi th gn nh khng th nh gi c v chng c ai mun tham
kho. Con ngi thng khng th bit mnh s lm g cho n khi thc s ra
quyt nh.
V d kinh in v iu ny l cng ty Xerox. Trc khi tung ra sn phm my
photocopy giy trn, Xerox tin hnh mt cuc nghin cu k lng. Kt qu
nghin cu kt lun rng s khng ai chu mt 5 xu cho mt bn copy giy trn,
trong khi h ch phi b ra 1,5 xu cho mt bn copy Thermofax. Th nhng, bt
chp kt qu nghin cu, Xerox vn tin hnh k hoch ca mnh v thi gian
minh chng cho s ng n ca quyt nh ny.
Mt cch ng u vi nhng iu khng th d on c l to cho t chc
ca bn kh nng linh ng tht ln. Khi ln sng thay i trn n v lan vo lnh
vc kinh doanh ca bn, bn phi sn sng nhanh chng thay i nu mun tn ti
trong di hn.
Ngy hm qua, General Motors chm phn ng vi xu th xe hi loi nh. iu
bt cng ty phi tr gi kh t ngy hm nay.
My trm lm vic ang l mi e da thc s i vi c my tnh trung tm ln
my tnh mini. N cung cp cho ngi s dng sc mnh cc ln, vi chi ph rt
thp. Nu IBM mun bo v v tr thng lnh ca h trn th trng my tnh, IBM
buc phi tr thnh mt thnh vin nghim tc trong lnh vc m Sun
MicroSystems v Hewlett-Packard thng tr.
n phn cng t nhin s l a ra mt chng loi sn phm mi. C hi tt nht
cho IBM l t cho dng sn phm mi ny my trm cng sut cao ci tn
PM, nh h thc hin rt thnh cng vi PC (my tnh c nhn). PM c
th s tr thnh t i din cho my tnh c nhn trung tm (personal

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mainframe). Hai ch P, M vit tt ca hai t personal v mainframe nhanh

chng kt hp c c tc ln sc mnh ca nhng chic my tnh c nhn kiu
mi. Nu ng ring l, cng l hai t m IBM tng a c vo tm tr khch
hng. S kt hp gia chng s sinh ra sc mnh rt ln. Cn tr duy nht i vi
tng ny, c l nm ngay trong ni b cng ty IBM. Cm t my tnh c nhn
trung tm c th lm c khu vc my tnh trung tm ln khu vc my tnh c nhn
ca IBM lo ngi v my tnh c nhn trung tm c th lm IBM mt i hai ngun
thu nhp quan trng. C l ng l sn phm my tnh c nhn trung tm s lm
nh hng n hai ngun doanh thu chnh ca IBM, nhng mt cng ty phi
linh hot t i mi, t tn cng chnh mnh bng mt tng mi. Thay i
khng phi chuyn d dng, nhng l cch duy nht chng ta ng u vi
mt tng lai khng tin on c.
Ghi ch cui cng cng ng chng ta cp: tin on tng lai khc vi
nm bt c hi cho tng lai. Cng ty Gourmet Popping Corn ca Orville
Redenbacher nm bt c c hi rng khch hng sn sng tr gi gp i
mua mt sn phm pop-corn (bp rang b) cao cp. V h thnh cng.
Khng ai c th d on c tng lai. Cc k hoch marketing cng khng nn
c gng lm iu .
18.
Quy lut thnh cng
K th chnh ca marketing thnh cng chnh l ci ti. Trong kinh doanh, s

khch quan l yu t v cng quan trng v thit yu. Khi thnh cng, con
ngi c xu hng t khch quan hn. H thng p t nhng phn xt ch quan
ca mnh ln nhu cu ca th trng.
Thnh cng thng l nguyn nhn cht ngi n ng sau s xut hin t nhng
thng hiu mi m. C cng ty cho rng chnh ci tn ca thng hiu mi l l

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do chnh khin thng hiu thnh cng. Vi suy ngh ny, h nhanh chng tm
nhng sn phm khc gn ci tn y ln.
Thc t li tri ngc. Mt ci tn khng lm thng hiu ni ting. Thng hiu
ni ting v bn c nhng hot ng marketing ng n, hay ni cch khc, v
bn tun theo cc quy lut marketing cn bn. Bn thm nhp vo tm tr ca
khch hng trc. Bn thu hp din tp trung. Sn phm ca bn kp s hu
mt c tnh mnh v sm hn i th cnh tranh.
Thnh cng thi phng ci ti ca con ngi ln n mc h gn ci tn ni ting
ln tt c cc sn phm khc. Hu qu: Thnh cng n sm, tht bi ko di. Bn
cng ng ha thng hiu hoc tn cng ty, cng c kh nng bn ri vo ci by
m rng danh mc sn phm. Khng phi ti ci tn c th bn s ngh nh
vy khi mi vic bt u i sai nc c Chng ta c ci tn rt hay c m. Tro
cao lm th ng au, cng t ho cng t git mnh, v kiu ngo dn n sp .
Tom Monaghan, cng ty Dominos Pizza, l mt trong s rt t gim c iu hnh
nhn ra c ci ti c th dn chng ta n sai lm nh th no: Ti tng ngh
rng ti c th lm c mi iu. Lc ti bit mnh cn rt non nt trong kinh
doanh. Ti nhy vo ngnh hng bnh pizza ng lnh mt thi gian. Tht l thm
ha. Gi nh ti ng ma may vi my ci bnh pizza ng lnh trong ma
cao im ca nm, m c gng bn chng cc qun bar v nh hng, th c l n
gi Domino c nhiu ca hng hn.
Th nhng, ci ti cng rt hu ch trong nhiu trng hp. N l ng lc hu
hiu khin bn bt tay xy dng mt ngnh kinh doanh. Sai lm xy n khi ci ti
b a vo qu trnh marketing. Trong khi , nhng ngi lm marketing ti nng
phi c kh nng t duy nh khch hng ca h. H t mnh vo v tr khch
hng. H khng p t quan im ch quan ca mnh vo tnh hnh m h xy
dng chin lc marketing da vo thc v quan nim ca khch hng. Khi
thnh cng ngy cng nhiu, mt s cng ty bt u tr nn kiu ngo. H cm
thy h c th lm bt c iu g h mun trn th trng. Thnh cng s sm sinh
ra tht bi.

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Hy nghin cu trng hp ca Digital Equipment Corporation (DEC). Bt u t

con s khng, DEC tr thnh mt cng ty thnh cng, tr gi ti hng t USD.
Ngi sng lp DEC l Kenneth Olsen. Thnh cng khin Ken tr thnh mt tn
ca chnh quan nim ca mnh v th gii my tnh, n mc ng xem nh my
tnh c nhn(1), ri xem thng h thng m, v cui cng l n RISC (in ton
vi b ch lnh thu nh). Ni cch khc, Ken Olsen b qua ba xu hng pht
trin ln nht trong ngnh my tnh m xu hng ging nh thy triu, bn khng
th chng c li c.
Quy m cng ty cng m rng, nguy c ngi iu hnh cao nht mt lin lc vi
cc tuyn u ca thng trng cng cao. C l y chnh l nguyn nhn quan
trng nht lm hn ch s pht trin ca cng ty, trong khi tt c nhng yu t cn
li u h tr vic pht trin quy m cng ty. Marketing l mt cuc chin, v
chin thut u tin l chin thut v qun s: Qun s cng ng, cng ty cng
ln, cng c li th. Nhng nhng cng ty phnh to hn s nh mt mt phn li
th , nu h khng tip tc tp trung sc mnh vo cuc chin marketing din ra
trong tm tr khch hng.
Nu bn l mt CEO bn rn, th bn phi lm th no c th tp hp thng
tin khch quan v tnh hnh thc t? Lm th no gii quyt tnh trng gii qun
tr cp trung ch bo co cho bn nhng g h tin l bn mun nghe? Lm sao bn
thu thp c c nhng thng tin tch cc ln tiu cc? Bn c th xut hin mt
cch bt ng, khng thng bo trc. iu ny c bit t ra hu dng ti nhng
cp phn phi hoc bn l. Xt v nhiu mt, hnh ng ny rt ging hnh ng
vi hnh ca mt ng vua khi mun quan st i sng ca dn tnh. Phi lm nh
vy mi c th thu thp c kin trung thc v tnh hnh thc t ang din ra.
Cn mt vn khc cng cn quan tm l vic phn phi thi gian. Thi gian ca
cc CEO thng b phn b cho nhng cuc hp bn v ch trng, hot ng sn
xut, cc cuc hp ngoi giao, v s d tic chiu i. Theo mt kho st, mt
CEO in hnh lm vic 60 gi mt tun, trong dnh trung bnh 18 gi cho cc
hot ng ngoi ngoi giao, 17 gi cho cc cuc hp hnh trong cng ty v 6 gi
chun b cho nhng cuc hp . Do , mt CEO ch cn li 20 gi lm

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nhng vic khc, trong c vic qun l hot ng cng ty v kim tra thc t
hin trng. Trm nghe khng bng mt thy. Vi qu thi gian hn hp ny,
khng c g ngc nhin khi cc CEO giao ph cng vic marketing cho cp di.
Nhng y l mt sai lm. Cng tc marketing v cng quan trng, quyt nh
phn ln s tn ti hay pht trin ca mt cng ty, ca mt thng hiu; do bn
khng th ty tin giao ph. Bn ch nn giao ph nhng cng vic no c th gip
bn tn dng, tit kim thi gian bn tp trung tm sc hon ton vo
marketing.
19.
Quy lut tht bi
Rt nhiu cng ty c gng sa cha sai lm thay v t b. H tun theo quan im:
Chng ta hy t chc li cu vn tnh th. Chp nhn sai lm v khng c
hnh ng no gii quyt l quyt nh t hi cho s nghip ca bn.
Tt nht vn l sm nhn ra tht bi v hn ch thua l. American Motors nn t
b sn phm xe ch khch m tp trung vo xe Jeep. IBM nn t b sn phm my
photocopy, cn Xerox l ra nn chia tay vi my tnh trc khi h nhn ra sai lm.
Hnh nh ngi Nht c kh nng nhn ra sai lm sm v nhanh chng tin hnh
cc thay i cn thit. Kiu qun l ng thun ca h c xu hng tiu dit ci ti
c nhn. Trong mt tp th ln, mi ngi ch ng gp mt phn nh vo mt
quyt nh ln, nn khng ai phi chu ni nhc tht bi vn c xem nh hy
hoi c s nghip. Ni cch khc, chung sng vi cu Tt c chng ta u
sai s d chu hn nhiu so vi cu ni hy dit: Ti sai. Phng chm sng
khng c ci ti c nhn ny l nhn t quan trng bin ngi Nht thnh nhng
nh marketing khng h bit nao nng. Khng phi h khng bao gi phm sai
lm, nhng khi sai lm, h tha nhn ngay, nhanh chng sa i v tip tc tin
bc.

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Tp on bn l Wal-Mart c phng php t chc lm vic cho php cng ty

ng u vi tht bi. Phng php gi l phng php sn sng, bn, ngm
ca Sam Walton. y l kt qu t nhin ny sinh bi thin hng ca ng. Thin
hng khng ngng tin hnh nhng thay i nho nh. Walton bit r rng khng
phi ai cng c th bn bch pht bch trng. Nhng ti Wal-Mart, s khng ai b
trng pht nu th nghim tht bi. Nh gim c iu hnh ca Wal-Mart ni
trong mt bi bo trn t Business Week: Nu bn c mt tng no , d l
k quc v ang c gng thc hin tng , cui cng bn cng s c n
p tng xng. Ch nn ci nho nhng ngi lp li cng mt sai lm.
Phng php t chc ny ca Wal-Mart pht huy hiu qu to ln. Cn bnh m
c tn l c nhn vn cha xm nhp vo Wal-Mart.
Khi ngi qun l a ra cc quyt nh marketing, suy ngh u tin bao gi cng
l v s nghip ring ca h, tip n mi l kh nng nh hng ca quyt nh
ln tnh hnh kinh doanh ca cng ty v ca i th cnh tranh, hay l ln i
th. Lun c s cn nhc gia s nghip c nhn v cng vic ca cng ty. i khi
s cn nhc, chn la ny khin cc nh qun l khng e ngi mo him. Nhng
tht kh tr thnh ngi i u trong mt dng sn phm mi nu bn khng dm
bc chn ra ngoi. Nhng nh qun l cp cao khi c hng mc lng tt
cng vi quyn lc v tm nh hng ng k, nht l nhng ngi sp v hu, s
tr nn ngi ngn khi a ra nhng quyt nh kinh doanh to bo.
Thm ch gim c cp thp cng thng a ra nhng quyt nh an ton
khng lm nh hng n s thng tin ca mnh trn nc thang danh vng. T
trc n nay, cha c ai b pht v khng a ra c quyt nh to bo no.
mt s cng ty vn cn tn ti tnh trng cp qun l khng nhit tm lm vic
do cng vic khng em li li ch c nhn no. Vn nn ny hn ch nghim
trng nhng hot ng marketing tim nng v kh thi. Mt tng b loi b
khng phi v khng vng chc, m v khng ai trong i ng qun l c th thu
li c nhn t thnh cng ca tng .
Mt cch gim bt tc ng tiu cc ca nhn t c nhn l a mi chuyn
ra cng khai. Cng ty 3M s dng h thng nh v ch xc nh cng khai

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ai s c li t thnh cng ca mt sn phm mi, hoc t mt ri ro no . S ra

i thnh cng ca sn phm Post-it Notes (loi giy dn khng dnh) ca 3M cho
thy mt tng c th thnh hin thc nh th no. Sn phm ny phi mt gn
12 nm mi ra c th trng.
Tuy h thng qun l kiu 3M t ra c hiu qu, nhng v mt l thuyt, mi
trng l tng phi cho php cc nh qun l nh gi mt tng da vo cc
kha cnh tch cc ca bn thn tng, ch khng phi nh gi xem tng
s em li li ch cho ai. Nu mt cng ty vn hnh trong mi trng l tng ny,
n s to ra tinh thn tp th, v mt ngi lnh o bit qun mnh v tp th.
20.
Quy lut cng iu
Nu mi th vn ang din tin tt p, khng cng ty no cn n s cng iu.

S cng iu thng c s dng khi cc cng ty ri vo nhng tnh hung kh
khn.
Cc phng vin, bin tp vin thiu kinh nghim thng b n tng bi nhng g
h c c cc bo khc, hn l bi nhng g h t thu thp c. Mt khi mn
kch thi phng bt u, n s cn tip tc.
Khng sn phm nc ngt no c bo ch thi phng nhiu nh New Coke.
Theo thng k, New Coke nhn c hn 1 t USD qung co min ph. Thm vo
l hng trm triu USD chi tiu vo vic lng x thng hiu, vy hin nhin
New Coke tr thnh sn phm thnh cng nht th gii. Th nhng, iu
khng xy ra. Khng y 60 ngy sau khi tung New Coke ra th trng, Coca-Cola
bt buc phi quay v vi cng thc ban u Coca-Cola Classic.
Khng t bo no c ca tng nhiu nh USA Today. L ra mt vo nm 1982 c
s xut hin ca tng thng M, pht ngn vin H vin, v lnh o phe a s
trong Thng vin. D m ca v thi phng u tin tht ln n mc nhiu
ngi khng th tin rng USA Today thua l.

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Khng sn phm my tnh no c nhiu u i nh NeXt. Nhu cu mi hp bo

ln n ni Steve Jobs phi in v trc, mc d khn phng ch cha c vi
nghn ngi. Tt c cc ch ngi u cht kn. Steve Jobs cng a tin ln truyn
hnh, v xut hin trn ba ca rt nhiu n phm ln. Th ri NeXt c thnh cng
khng? D nhin l khng. Khi im sai lm l nm ch: NeXt l ci tn u
tin trong dng sn phm g nh?
Lch s ghi li v s nhng trng hp tht bi trong marketing nhng li c
bo ch ngi ca l thnh cng. Tucker 48, Videotext, nh my t ng, trc thng
c nhn, nh di ng, in thoi hnh, com-l may bng vi polyester. S thi
phng, xt v bn cht, khng ch l tuyn b rng sn phm mi s thnh cng,
m cn i xa hn, ni rng nhng sn phm hin c t gi tr i s tr nn li thi.
Polyester ra i s lm len li thi. Videotext s lm bo ch li thi. Trc thng c
nhn s lm ng s, ng cao tc li thi. Tucker 48 vi chic n pha mt
mt s cch mng ha phng thc sn xut xe hi ca Detroit. [Trn thc t, ch
c 51 chic Tucker 48 ra l].
Nhng li tin on vi phm quy lut Khng th d on. Khng ai c th
on trc tng lai, k c nhng phng vin gii nht ca t Wall Street Journal.
Cuc cch mng duy nht bn c th d on l cuc cch mng xy ra ri.
Ngc li vi chuyn chic Tucker u tin l chuyn chic Toyopet u tin t
chn ln t California. Lc t Los Angeles Times khng h a bt c tin no
ni rng xe hi Nht Bn s khuy ng th trng xe hi M, c chng ch l mt
mu tin i rng c nhng chic xe hi nh va c nhp khu t Nht Bn, v
chng s tht bi v chng khng thch hp vi iu kin ng s khc nghit ca
M. Trn thc t, Toyopet thng ln, sau khi thay i mu xe v i tn xe
thnh thng hiu Toyota ngy nay.
Khi MCI khi ng s nghip bng vic tung ra dch v vi sng ni gia Chicago
v St. Louis, gii truyn thng gn nh b qua ch MCI nh b. Khi Sun
Microsystems xut khu nhng chic my trm lm vic u tin, bo ch cng l
lun, khng c bt k phn ng no. H u bit rng ngy no my trm lm
vic ca Sun s lm lung lay b khung sn ca IBM v DEC.

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C my tnh c nhn ln my fax, chng my no c bo ch a tin rm r.

My tnh c nhn ra mt th trng nm 1974. IBM mt 6 nm phn cng li
vi PC. Ngay c PC cng khng bng n, mi cho n mt nm ri sau , khi
Lotus 1-2-3 t ra th trng.
D on v nm bt nhu cu ca cng chng khng h ging nh cch mng ha
mt th trng. Hy ly in thoi hnh (m by gi gi l videophone) lm v d.
T khi ra i vo nm 1964 ti Hi ch Th gii New York, videophone c
a tin rm r, trn trang nht ca cc t bo. Mt bi vit trn trang nht tp ch
Wall Street Journal ng: K nguyn Videophone cui cng c th n gn,
mang li nhng thay i ln.
y l th nghim th ba ca AT&T. Trong thp nin 70 ca th k 20, h tht
bi vi sn phm in thoi hnh, thua l ti 100 USD mi thng. Sang thp nin
80, h tip tc tht bi vi dch v s dng in thoi hnh trong cuc hp, thua l
2.300 USD mt gi. Thp nin 90, AT&T phi cht vt xoay x vi nhng chic
videophone tr gi 1.500 USD.
Nhng khng d gii thch ti sao videophone c thi phng n vy. Bng
chng l mt dng tt chy trn bi bo: Videophone Phng Tin Thay Th Du
Lch. Thc ra s thi phng khng tht s nhm vo sn phm videophone, m
nhm v mt cuc cch mng trong ngnh du lch.
Theo thi gian, ta thy rng nhng sn phm c thi phng mnh nht l nhng
sn phm ha hn lm thay i c mt ngnh ngh, c bit l lm thay i nhng
ngnh then cht i vi nn kinh t M. Bn cn nh t gii truyn thng ht li
ca ngi trc thng, hi sau Th chin th hai khng? Gara no cng s c trc
thng, ng s cu cng v ton ngnh cng nghip xe hi s tr nn li thi ch
mt sm mt chiu. Tip n l phong tro ca ngi nhng ngi nh di ng(1).
Bo ch a tin rng ngay c sn phm t nht m mt h gia nh c th mua
cng c th c sn xut nh dy chuyn lp rp trong nh, vic ny cch mng
ha c ngnh xy dng.

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lnh vc thc phm cng tng t. Thnh thong, ta li thy trn bo ch c

nhng dng tt ln v loi sn phm no cch mng ha ngnh thc phm ng
gi. Khi nim thng hiu tr nn li thi. Khch hng s c tn nhn hng, mua
sn phm da trn nhng li khen ngi v chng hn l vo cht lng tht s ca
sn phm. Tt c u l s cng iu.
Sn phm c ca tng gn y nht l my tnh bt: cch mng ha ton ngnh
in ton, khin cho mi ngi u c th dng my tnh cho d h c bit g bn
phm khng. Tt c u l s cng iu.
Khng hn l khng c cht s tht no trong nhng cu chuyn cng iu nh
th ny. Bt k ai c khong 580.000 USD u c th mua mt trc thng Bell
nm ch ngi, loi nh. My tnh bt cng hp dn i vi mt phn nhnh nh
ca th trng, c bit vi nhng doanh nhn phi i li nhiu. Videophone c th
cch mng ha ngnh dch v tnh dc qua in thoi, v c th trng ng k
cho nh di ng, xe gii tr, tt c c sn xut trn dy chuyn lp rp.
Nhng nhn chung, cng iu vn l cng iu. Cuc cch mng thc s khng
n vo lc th trng ang ln cao tro, vi v vn thng hiu xp hng v c
cc phng tin truyn thng a tin t vo bn tin chiu. Cuc cch mng thc
s s n m khng bo trc, vo nhng lc bt ng nht v cng chi tr tim
vi bn.
21.
Quy lut gia tc
Mt l mt con sng trong i dng, cn xu th l thy triu. Mt c to thnh

bi s cng iu, cn xu th th ngc li, rt t c thi phng. Mt c v
nh con sng v c th nhn thy bng mt thng, nhng ln xung rt nhanh,
mau tan. Cn xu th th nh thy triu, gn nh v hnh, nhng mnh lit, d di
v ko di.

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Mt l mt hin tng ngn hn c th mang li li nhun tc thi nhng khng

sc lm li cho cng ty v mt lu di. Nu mt cng ty thng xuyn tng tc,
ging nh chy theo thi trang, s nhanh chng sp vi nhiu nhn vin, c s
sn xut t tin v mng li phn phi ln.
Khi mt bin mt, cng ty thng ri vo tnh trng b khng hong nng v mt
ti chnh. Chuyn xy ra vi Coleco Industries v v Cabbage Patch Kids l mt v
d in hnh. Nhng con bp b th mc Cabbage Patch c tung ra th trng
vo nm 1983 v bt u ct cnh. Chin lc ca Coleco l rt ht ti tin ca tr
em. Hng trm mn mi mang nhn hiu Cabbage Patch bt u trn ngp th
trng: bt bi, bt ch, bt ch mu, tr chi, qun o, v.v. Hai nm sau, doanh thu
ca Coleco ln ti 776 triu USD, nhng li nhun ch c 83 triu USD. Sau
cng ty rt chn ra khi lnh vc ny. Nm 1989 Hasbro mua li Coleco v qun l
iu hnh theo cch thn trng v bo th hn. Ngy nay Hasbro lm n tng i
n nh.
Nghch l nm ch: ng trc mt ngnh ngh ang pht trin nhanh chng,
vi tt c cc c im ca mt, vic tt nht bn nn lm l di nc lnh ln ci
mt . Bng cch ny, bn s ko di thi gian ca mt y v khin n tr thnh
ging mt xu th hn.
Bn d dng nhn thy iu ny trong ngnh sn xut chi. Mt s cng ty
mun ly thng hiu ca mt loi chi bn chy t tn cho tt c cc sn
phm khc ca h. Kt qu l n tr thnh mt th mt khng l c th b tan bin
bt c lc no. Khi tt c mi ngi u c mt con ra Ninja ri th khng ai
mun mua thm na. Ra Ninja minh ha cho trng hp mt mt sp nhanh
chng v ch nhn ca tng qu tham lam. H hm nng mt, thay v di nc
lnh vo n.
Trng hp khc, bp b Barbie, li l mt xu th. Nhiu nm v trc, khi Barbie
mi ra i, con bp b ny khng bao gi ln sang cc lnh vc khc. Kt qu l,
bp b Barbie tr thnh mt xu th di hn trong lnh vc chi tr em.

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Nhng ngh s biu din thnh cng nht l nhng ngi bit tit ch s xut hin
ca h trc cng chng. H khng xut hin nhiu qu mc. H khng c mt
khp mi ni. H khng nng nhit n mc kit sc. ng bu ca Elvis Presley
Colonel Parker c hn ch s ln xut hin v s a ghi m ca vua nhc
rockn'roll ny. Kt qu l mi ln Elvis xut hin u tr thnh s kin thu ht s
quan tm ca cc fan hm m cung nhit. Hy qun mt i. V khi mt xut hin,
bn hy c gng lm suy yu n. Mt trong nhng cch duy tr nhu cu di hn i
vi sn phm ca bn l khng bao gi tha mn hon ton nhu cu . Xu th di
hn chnh l ci em li li nhun nhiu nht cng nh hiu qu nht trong
mi chin lc marketing.
22.
Quy lut ngun lc
Nu bn c sn mt tng hay, v bn cm cun sch ny ln vi ngh rng

tt c nhng g bn cn l mt cht h tr v kin thc marketing thc hin
tng , th chng ny s lm bn i cht tht vng.
Ngay c tng hay nht trn th gii cng khng th tr thnh hin thc nu n
khng nhn c ngun ti chnh tng xng. Tht l sai lm khi ngh rng cc
tng tuyt vi ca cc nh khoa hc, cc doanh nhn, tr thnh hin thc l
v c h tr chuyn nghip v marketing. Marketing l mt cuc chi m hai
bn tham gia u ra sc tranh ginh ch ng trong tm tr khch hng. Bn cn c
tin thc hn nhng chin dch qung b thu ht khch hng. Khi c c
th trng n nh, bn vn cn tin duy tr v th t c.
Mt s doanh nghip xem qung co nh l gii php cho vn tm ch ng
trong tm tr khch hng. Qung co thc s v cng tn km. Trong Th chin
th hai, ngi M mt 9.000 USD mt pht. Trong cuc chin Vit Nam, ngi
M mt 22.000 USD mt pht. Trong khi , mt pht qung co trong chng
trnh Super Bowl ngn ca bn gn 2 triu USD.
Steve Jobs v Steve Wozniak c tng v i. Nhng chnh nh 91.000 USD ca
Mike Markkula m my tnh ca Apple c tn trn bn kinh t th gii.

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Mt tng trung bnh v mt triu la trong tay s vt tri hn l ch c n

thun mt tng v i trong u. tng m khng c ngun ti chnh thc
hin l tng v dng. Tt nhin iu ny khng phi lc no cng chnh xc.
Nhng bn phi s dng tng ca mnh kim ra tin, ch khng phi cy
nh s tr gip ca marketing. Marketing s c thc hin sau .
Mt s doanh nghip xem qung b trn cc phng tin truyn thng l cch r
tin thm nhp c vo tm tr khch hng. Tht ra, PR khng h r cht no.
Mt s cng ty li xem lin doanh lin kt l gii php cho vn ti chnh. Nhng
ch mt t l rt thp l thnh cng trong vic tm c qu ti chnh cn thit.
Hy nh: tng m khng c ngun ti chnh thc hin s tr nn v
dng. Hy sn sng cho i tht nhiu i ly ti tr.
Trong marketing, ngi giu thng s giu hn v h c ngun lc pht
trin tng ca h thnh mt nim trong tm tr khch hng. Vn ca h ch
l chn lc mt tng xut sc t hng lot nhng tng km, v trnh b chi
ph vo qu nhiu sn phm, qu nhiu chng trnh.
Thng trng cnh tranh tht khc lit. Nhng cng ty khng l rt mt lng
ln tin vo vic xc tin cc thng hiu ca h. Procter & Gamble v Philip
Morris, mi cng ty tiu hn 2 t USD mt nm vo qung co. General Motors
chi 1,5 t USD mt nm.
Thng trng c th s bt cng i vi nhng ngi lm marketing nh trong
cuc cnh tranh vi i th ln. Bn hy xem cng ty A&M Pet Products, mt
cng ty nh Houston, Texas. A&M sng ch ra vin v sinh ng cc cho mo
mt trong nhng t ph quan trng nht trong ngnh hng ny. tng rt n
gin. Khi mo s dng hp v sinh, loi hp mi s kt phn mo thnh vin, nh
vy d xc v vt b, khng cn thay c hp. Sn phm c t tn Scoop Away
v c a chung bt k ni no chng c mt. Hin tng ny nhanh chng
thu ht s ch ca cng ty Golden Cat Corporation, ch nhn ca Tidy Cat
thng hiu hp v sinh mo s 1 trn th trng. Nhn ra mi e da tim tng
khi nhn thy sn phm ca A&M, Golden Cat a ra phin bn hp v sinh ring

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ca h, tn l Tidy Scoop. H khng ch n theo tng ca A&M, h cn mn

lun ch Scoop trong tn thng hiu ca A&M na. Ngi chin thng trong
cuc chin ny ph thuc vo ngun lc ti chnh. Ai c nhiu tin hn hin
thc ha tng?
Khng ging nh vi sn phm tiu dng, cng ty sn xut sn phm k thut hoc
kinh doanh nn dnh t tin cho marketing hn, bi v danh sch khch hng ca
h chc chn s ngn hn, v chi ph cho vic qung b trn cc phng tin
truyn thng i chng cng t hn. Nhng h vn cn c mt qu thch hp cho
mt sn phm k thut, chi tr cho vic lm brochure, t chc hi tho bn
hng, v cc trin lm thng mi, cng nh qung co.
y l vn chnh: u tin l c tng, sau l tm ngun ti chnh thc
hin tng. Di y l mt vi v d in hnh:
Bn c th ci tin. B Georgette Mosbacher kt hn vi B trng Thng
mi M Robert Mosbacher nm 1985. Ba nm sau, b Mosbacher mua li La
Prairie, mt hng m phm Thy S, vi gi 31,5 triu USD. Tin u ra? T cc
nh t bn, t cc nh phn phi ca La Prairie Thy S v Nht, cng vi tin
ring ca v chng b. Trong nm u tin di quyn lnh o ca Georgette
Mosbacher, doanh s ca La Prairie tng 30%. Sau b bn cng ty i, thu c
mt khon li nhun bo b.
Bn c th ly d v tin. B Frances Lear n New York nm 1985 khi 61 tui.
Va ly d chng nh sn xut chng trnh truyn hnh Norman Lear (chng
trnh All in the Family Mi th trong mt gia nh), b quyt nh m
mt tp ch dnh cho ph n trn 40 tui. B sn sng chi ti 25 triu USD, trch t
khon gia ti sp c chia (d kin l 112 triu USD), cho d n ny. Cho n s
pht hnh th nm, th tp ch Lears c 350.000 c gi.
Bn c th kim tin ngay t trong gia nh ca mnh. Mt phn thnh cng ca
Donald Trump l do s hu thun v ti chnh ca ng b triu ph pha sau.
Bn c th chia s tng bng cch nhng quyn kinh doanh. Tom
Monaghan c th ghi danh Dominos Pizza trn bn kinh t nh theo ui

Vietstudent.info
Blogsaudio.com
mt chng trnh s nhng quyn kinh doanh tng giao hng tn nh

ca ng.
Chng ta ni v nhng cng ty nh v chin lc gy qu ca h. Vy nhng
cng ty giu c v ln mnh th sao? H nn tip cn quy lut Ngun lc nh th
no? Cu tr li tht n gin: Chi tin y . Trong chin tranh, chi ph cho qun
s lun phi mc cao hn cn thit. Trong marketing cng vy. Mun thnh
cng, bn khng th tit kim.
Cc nh marketing thnh cng l ngi bit ng trc khon u t ca h. Ni
cch khc, h s mt t hai n ba nm khng li nhun, l thi gian quay vng
ton b s tin thu c v u t tr li vo marketing. Tin s quay vng th gii
marketing. Nu mun thnh cng, bn phi tm ra s tin mnh cn quay vng
nhng bnh xe marketing .

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22 Quy Lut Bt Bin Trong Marketing

Quy Lut Tin Phong ............................................................................................................................. 5

Quy lut chng loi ............................................................................................................................. 10

Quy Lut Ghi Nh ................................................................................................................................ 14

Quy lut nhn thc Marketing l cuc chin v nhn thc................................................................ 17

Quy lut tp trung ............................................................................................................................... 22

Quy lut c quyn ............................................................................................................................. 28

Quy lut nc thang .............................................................................................................................. 31

Quy lut song i ................................................................................................................................ 35

Quy lut i nghch ............................................................................................................................. 39

Quy lut phn chia .......................................................................................................................... 44

Quy lut trin vng(vin cnh) ....................................................................................................... 48

Quy lut m rng ............................................................................................................................ 51

Quy lut hy sinh .............................................................................................................................. 56

Quy lut c tnh ............................................................................................................................. 61

Quy lut thnh tht ......................................................................................................................... 64

Quy lut n then cht ................................................................................................................... 66

Quy lut khng th d on ........................................................................................................... 70

Quy lut thnh cng........................................................................................................................ 73

Quy lut tht bi ............................................................................................................................. 76

Quy lut cng iu ....................................................................................................................... 78

Quy lut gia tc ............................................................................................................................... 81

Quy lut ngun lc .......................................................................................................................... 83

22 Quy Lut Bt Bin Trong Marketing

22 Quy Lut Bt Bin Trong Marketing

Cun sch 22 Quy lut bt bin trong Marketing ny s hng dn bn cch

V hai tc gi Alries v Jack Trout

TTO - Al Ries l mt trong nhng nh chin lc marketing ni ting khp th

22 Quy Lut Bt Bin Trong Marketing

Sau khi tt nghip i hc Depaw, Al Ries lm vic phng qung co ca tp

22 Quy Lut Bt Bin Trong Marketing

Quy Lut Tin Phong

Tr thnh ngi dn u s hiu qu hn tr thnh ngi gii hn.Nhiu ngi tin

22 Quy Lut Bt Bin Trong Marketing

nhn ch n khi th trng nh hnh v pht trin ri mi nhy vo vi mt

22 Quy Lut Bt Bin Trong Marketing

tin mua thc n, v chng c ngi ch no ngh rng ch ca h phi cn n

22 Quy Lut Bt Bin Trong Marketing

dng giy trn tr thnh tn chung cho tt c cc loi my photocopy s dng

Nu mun a thng hiu u tin ca mt chng loi sn phm hon ton mi ra

22 Quy Lut Bt Bin Trong Marketing

Bn cng th xem xt trng hp Tylenol thng hiu thuc acetaminophen u

thnh cng, cc cng ty cn phi sm thm nhp c vo tm tr ca khch

Thng hiu thuc aspirin u tin l g? Thng hiu thuc acetaminophen u

22 Quy Lut Bt Bin Trong Marketing

George Washington l tng thng u tin ca Hp chng quc Hoa K. V tng

Nhng nu thng hiu ca bn l thng hiu th hai c tm tr khch hng

Quy lut chng loi

Nu bn khng th tr thnh ngi tin phong trong mt chng loi sn phm no

22 Quy Lut Bt Bin Trong Marketing

Ai l ngi th ba mt mnh bay qua i Ty Dng? Nu khng bit ngi

22 Quy Lut Bt Bin Trong Marketing

Miller Lite l loi bia nh c sn xut u tin M. V mt cng ty chuyn

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Cray Research vn ln v tr hng u nh vo thng hiu siu my tnh

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Quy Lut Ghi Nh

c khch hng nh n u tin s hiu qu hn l xut hin u tin trn th

22 Quy Lut Bt Bin Trong Marketing

22 Quy Lut Bt Bin Trong Marketing

Bn khng th thay i thc ca con ngi mt khi nh hnh. Nu c thay

22 Quy Lut Bt Bin Trong Marketing

mnh nh mt mu ngi c nh. Bn s khng th tr thnh ngi khc trong