22 Quy Luat Bat Bien Marketing

http://khoithuat101.
com Ngh thut ca s khi u Din n chuyn con ng

khi nghip.
22 Quy lut bt bin

trong Marketing
Al Ries - Jack Trout
http://khoithuat101.com Ngh thut ca s khi u Din n

chuyn con ng khi nghip.
LI M U
Hng t -la ph phm vo cc chng trnh tip th m
khng thnh cng, khng phi l vn ca s khn
ngoan, sng sut hay cc ngn khon v i.
Nhiu nh qun l cho rng mt chng trnh tip th
c kin to tt, trin khai tt, ti tr tt s thnh cng.
Khng nht thit l nh vy. V cc bn khng phi tm
kim cc v d xa xi, m chnh l cc cng ty nh IBM,
General Motors, v Sears Roebuck.
Cc nh qun tr iu hnh chng trnh ca hng GM
phi l nhng ngi gii nht v sng gi nht. ng nhin
l nhng ngi gii nht v sng gi nht hp dn cc
cng ty ln v tt nht nh GM v IBM. Nhng cc chng
trnh ny t n da trn nhng gi thuyt thiu c s.
Khi c hi ng tin tng g vo cm ngh ca nc M
i vi cc i cng ty, John Keneth Galbraith ni rng
chng ta s quyn lc ca cc cng ty. Ngy nay, phi ni
chng ta s s bt lc ca cc cng ty. Tt c cc cng ty
u gp rc ri, c bit l cc cng ty ln. General Motors
chnh l mt v d in hnh. Thp k va qua, cng ty
tr mt ci gi khng khip cho s hy hoi nhn hiu ca
h (n lm cng ty tn km ht nh tng tn km khi to
ra nhn hiu). C phn mt i 10 im tc l mt i 10 t
-la doanh s mt nm.
Vn ca cng ty GM khng phi l vn ca s cnh
tranh, d rng mc cnh tranh c gia tng. cng
chng phi l vn phm cht, d cho GM khng a ra
[2]

c phm cht ngoi hng. iu chc chn l vn

tip th.
Ngy nay, khi mt cng ty phm mt li lm, du li lm
hin ra ngay sau lng h, l s cnh tranh vi cng vic
kinh doanh ca h. ly li phong kinh doanh, cng ty
phi i cc cng ty khc phm sai lm v tm cch khai
thc tnh hung .
Nh vy, lm th no trnh nhm ln ngay t u?
Cu tr li l chng trnh tip th ca bn phi ph hp vi
cc iu lut tip th (mc d chng ti nh ngha tng
v khi nim ca chng ti di bng hiu tip th, n
cng hu ch d bn cng v no trong cng ty, hay d
sn phm v dch v ca bn ang bn l g).
Cc iu lut tip th ny l g? v ai mang chng t
nh ni Sinai xung v khc vo bia ?
Cc iu lut c bn ca tip th l nhng iu lut c
miu t trong cun sch ny.
Nhng ai l ngi ni ln iu ny? Lm th no m hai g
t bang Connecticut khm ph ra trong khi nhng ngi
khc li b qua? Sau cng, c rt nhiu nh tip th v hc
gi thng thi. Ti sao h li b qua nhng iu m chng ta
ngh l tht hin nhin? Cu tr li tht n gin. Chng ta
c th ni, nhng hu ht khng ai sn sng xc nhn l c
nhng iu lut v tip th, ch c mt iu c th chc chn
l nhng iu lut ny khng th thay th c.
C lut t nhin, th ti sao khng th c lut tip th?
Bn c th lm c mt chic my bay hon ho, s p
mt lm, nhng n s khng ct cnh c cho n khi n
tun theo cc nh lut v vt l, c bit l lut v trng
lc. Bn c th xy mt kit tc kin trc trn i ct, nhng
cn bo u tin s xa b sng to ca bn sau mt m.
[3]

Nh vy, bn c th hoch nh mt chng trnh tip th

xut sc nhng ch mt trong cc iu lut tip th c th hi
n nu bn khng bit cc diu lut ny l g.
C l bn cht ca con ngi l khng tha nhn c
nhng iu m mnh khng lm c. Chc chn hu ht
cc nh tip th tin tng c th t c bt c u g nu
bn c nng lc, sng to hay quyt tm. c bit l nu
bn chu chi tin.
Mt khi bn tha nhn c nhng lut v tip th th rt d
dng nhn ra l iu g. N tht hin nhin.
Chng ti nghin cu trong hn 25 nm v iu g
thc hin c v iu g khng thc hin c trong tip
th. Chng ti tm ra cc chng trnh thc hin c hu
nh lun lun ng iu vi cc lut c nh hng c bn
trong th trng.
Chng ti phn tch nguyn tc tip th mt cch chi
tit qua sch v, cc bi bo, cc bi thuyt trnh ca chng
ti Chng ti cng pht trin cc mu chin lc trong
qu trnh tip th, bao gm c mt mu t nhin ca tr tu
con ngi m chng ti ph bin di khi nim v tr.
Chng ti cng pht trin mt mu th trng mang tnh
qun s, nhng cng ty v nhn hiu c sp xp cc v
th tn cng, phng ng tp kch hay du kch trong chin
tranh tip th.
Sau nhiu nm lm Vic Vi cc nguyn tc v vn
trong tip th, chng ti c kt thnh cc iu lut c
bn bo m thnh cng hay tht bi trn th trng. Chng
ti gi y l nhng iu lut tip th khng th thay th, c
tt c 22 iu. Vi phm cc iu ny, ri ro s n vi bn.

[4]


[5]

#1 QUY LUT DN U
Rt nhiu ngi tin tng rng vn cn bn trong tip
th l lm sao thuyt phc cc khch hng tng lai rng
mnh c sn phm hay dch v tt hn.
iu ny khng ng. Nu bn chia s mt th trng nh
v bn phi cnh tranh vi cc i th ln hn, c ti tr
tt hn th chin lc tip th ca bn c th b tht bi ngay
t u. Bn vi phm lut tip th u tin.
Vn cn bn trong tip th l sng to c mt
chng loi m mnh l ngi u tin trong lnh vc ny.
chnh l lut dn u. V tr dn u vn hn l v tr tt
hn. i vo tr nh trc tin d dng hn l thuyt phc
mnh c sn phm tt hn sn phm ca ai c gii
thiu trc. Bn c th trnh by Lut dn u bng cch t
t hai cu hi:
1.
Ai l ngi u tin bay mt mnh qua i Ty
Dng? Chales Lindbergh, ng khng?
2.
Ai l ngi th hai bay mt mnh qua i Ty
Dng? Tht khng d tr li.
Ngi th hai bay mt mnh qua i Ty Dng l Bert
Hinkler. Bert l phi cng gii hn Charlie: ng ta bay nhanh
hn. dng t nhin liu hn. Tuy vy, ai tng nghe ni v
Bert Hinkler (Bert b nh i v b Hinkler chng c tin
tc g v ng ta k t khi y).
Mc d Lindbergh l ngi i tin phong, nhng hu ht
cc cng ty li i theo con ng ca Bert Hinkler. H ch
[6]

i cho n khi th trng c khai ph. Ri nhy vo vi

mt sn phm tt hn, thng l km theo tn cng ca
mnh. Trong bi cnh cnh tranh ngy nay mt sn phm
tng t vi mt tn mi c rt t hy vng tr thnh mt
nhn hiu ln v c li (Chng 12: Lut v m rng).
Nhn hiu dn u trong bt k chng loi sn phm no
lun lun l nhn hiu u tin trong tr nh ca khch hng
tng lai. Hertz trong lnh vc cho thu xe t, IBM trong
in ton, Coca-cola trong lnh vc nc gii kht
Sau Chin tranh Th gii th hai.Heineken l loi bia nhp
khu u tin to nn tn tui M. Bn thp nn sau, bia
nhp khu hng nht l bia g?C phi l loi bia c v ngon
nht khng hay l bia Heineken.C c thy 425 nhn hiu
bia nhp khu v bn M.Chc chn l mt trong cc nhn
hiu ny phi ngon hn Heineken.Nhng c tht s l
vn khng?Ngy nay,Hemeken vn cn l bia nhp khu
ng hng nht, vi 30% ca market
Loi bia nh ni a u tin l Mliler Lite. Vy th ngy
nay loi bia nh no bn nhiu nht ti M. l bia c v
ngon nht hay l loi bia i vo tr nh ca ngi tiu th
trc tin.
Tuy thin khng phi tt c nhng g i u tin u tr
nn thnh cng. V th u tin ca bn c th qu tr.
V d bo USA Today l t bo ton quc u tin,
nhng n hnh nh khng thnh cng. T bo l c thy
800 triu -la v cha nm no c li. Trong k nguyn ca
truyn hnh, c th l qu tr cho mt t bo ton quc.
Nhiu ci u tin li qu t nn chng i ti u.
Frosty Paws l loi kem u tin dnh cho ch, khng
thnh cng. Cc ch ch thch loi kem ny, nhng ch ca
chng li l ngi b tin ra mua, v tt nhin, cc v ny
[7]

ngh rng cc ch ch khng cn mt loi kem dnh cho

ring cho chng. Chng vn sung sng d ch Lim cc da
kem.
Lut dn u p dng cho bt c sn phm, nhn hiu,
chng loi v lnh vc no. Chng hn bn khng bit tn
ca trng i hc u tin thnh lp ti M. Bn lun lun
c th on ng bng cch thay th t dn u bng t
u tin. Vy th tn ca trng i hc dn u nc M l
g? Hu ht mi ngi c th ni l Harvard, ng thi cng
chnh l tn ca trng i hc u tin thnh lp ti M.
(Tn ca trng i hc th hai thnh lp ti M l g?
Trng i hc William & Mary. Nhiu ngi khng bit v n
ch ni ting hn Bert Hinkler mt cht thi).
Khng c hai sn phm no m li ging nhau hn l hai
ngi sinh i. Vy m cc cp song sinh thng phn nn
l ngi ta vn lun lun thch ngi m h gp u tin, d
rng ngi ta cng bit c ngi kia na.
Ngi ta thng gn b vi nhng g m h c. Nu
bn gp ai hn v hay chng ca bn, iu tht s sai
lm. Nu bn thay i, hy ngh ti tin th lao phi tr cho
lut s, chia con ci v phn chia ti sn.
Lut dn u cng p dng cho c tp ch. l l do ti
sao tp ch Time c xp trn tp ch newsweek;
People trn Us v Playboy trc Penhouse.
Ly v d tp ch TV Guide (Hng dn truyn hnh).
Vo u nhng nm 50. Cng ty Xut bn Curtis c gng
a Television Listings Magazine (Tp ch mc lc truyn
hnh) cnh tranh vi tp ch cn non nt TV Guide. Mc d
TV Guide ch mi khi u cn yu t, v Curtis c sc
mnh ng n nhng nh xut bn Curtis cha bao gi tht

[8]

s ct u ln c v th trng ca TV Guide c
hnh thnh trc .
Lut dn u p dng bnh ng cho c cc sn phm k
t th rn nh xe t v my vi tnh n th mm nh cc
trng i hc v ru bia.
Jeep l loi xe hai cu u tin; Acura l loi xe sang
trng u tin ca Nht; IBM l cng ty u tin ch to
loi my vi tnh ln c cng sut cao; Sun Microsystems l
cng ty u tin sn xut loi my vi tnh vn phng.
Jeep, Acura, IBM v Sun u l nhng nhn hiu dn
u. Chrysler l cng ty gii thiu loi xe ch khch c nh
u tin. Ngy nay, hng Chrysler c c 10% th trng
t v 50% th trng loi xe ch khch c nh. Vy th s
cn thit cho th trng xe t l lm ra xe tt hn hay
chim lnh th trng trc tin?
Cng ty my vi tnh Hewlett-Packard l cng ty u tin
gii thiu my in laser. Ngy nay cng ty c c 5% th
trng my vi tnh c nhn v 45% th trng my in laser.
Gillette l cng ty gii thiu li dao co an ton u tin.
Tide l hng bt git qun o u tin. Hayes l cng ty u
tin v my ni mng vi tnh. Tt c u dn u.
Mt l do khin nhn hiu u tin c khuynh hng duy
tr c v tr dn u v tn nhn hiu thng tr thnh tn
chung cho c loi. Xerox l my sao chp s dng loi giy
thng u tin v tr thnh tn gi ca tt c cc loi
my photocopy bng giy thng. Ngi ta s ng trc
loi my photocopy hiu Ricoh, Sharp hay Kodak v ni:
lm th no d ti c c mt bn Xerox? H s hi
Kleenex trong khi ngoi ba ca hp khn giy in r rng
ch Scott. H cng s mi bn ung Coke trong khi h ch
c Pepsi-Cola.
[9]

C bao nhiu ngi hi mua bng dn cellophane thay v

hi bng Scotch? Khng nhiu lm. Hu ht ngi ta dng
tn nhn hiu khi n tr thnh tn dng chung: BandAid,
Fiberglas, Formica, Gore-Tex, Jello, Krazy, Glue, Q-tips,
Saran Wrap, Velcro ch l mt phn nh.
Mt vi ngi s ly tn di i tn nhn hiu thnh
tn chung. FedEx gi hng ny i vng ven b bin. Nu
bn ang gii thiu nhn hiu u tin ca mt mt hng
(chng loi) mi, bn hy c gng chn mt tn c th tr
thnh tn chung cho c loi. (Cc lut s thng c vn
ngc li, nhng h bit g v cc iu lut ca th trng?).
Thng thng, khng phi ch c nhn hiu u tin mi
tr nn dn u, nhng th t doanh thu ca cc nhn hiu
thng ph hp vi v tr ca nhn hiu .
V d hay nht l thuc ibuprofen. Nhn hiu Advil ng
th nht, Nuprin th nh, Medipren th ba. Th t doanh thu
m h ang hng cng ng y ht vy: Advil c 51% th
trng, ibuprofen, Nuprin 10% v Medipren 1%.
Nhn hiu th t tham gia vo th trng l Motrin IB.
Mc d c c mt cng thc ibuprofen hu hiu, nhn
hiu Motrin cng ch chia s c 15% th trng. Hy nh
rng Advil cng gii thiu cng mt cng thc nh Motrin.
V cng cn ghi nhn rng Advil tr thnh tn chung thay
th. Ngi tiu dng s dng Advil nh l mt danh t
chung, him khi no h dng t ibuprofen. Ngay c cc bc
s y khoa s ni vi bnh nhn: Hy ung hai vin Advil
v sng mai gp ti.
Thuc Tylenol cng vy. L nhn hiu u tin ca
acetaminophen. Tylenol b xa nhn hiu ng th hai
n mc kh m bit c ng th hai l nhn hiu no.

[10]

Nu b mt ca s thnh cng l i vo tr nh ca cc
khch hng tng lai, th chin lc no c hu ht cc
cng ty quyt tm theo ui? Chin lc sn phm tt hn.
ti mi nht v nng bng nht trong lnh vc qun tr
kinh doanh l tiu chun. Tiu chun c nng ln nh
l: Chin lc cnh tranh c nht; tiu chun c coi l
cng c so snh v nh gi sn phm cng ty ca bn
vi sn phm tt nht trong cng nghip; n c ni ti
nh l nhn t thit yu trong mt tin trnh thng c
gi l qun tr tng hp cht lng. Tht khng may, chin
lc tiu chun khng thnh cng. Thc t ngi ta cm
nhn sn phm u tin lt vo tr nh l sn phm tt
nht: Tip th l cuc chin ca s nhn thc, khng phi l
ca sn phm. Nhng tn nhn hiu u tin ca aspirin,
ca acetaminophen, ca ibuprofen l g ? (gi : Hy thay
th t u tin bng t dn u v bn s c cu tr li
cho cu hi ny).
Charles Schwab t coi mnh l Ngi mi gii mua bn c
phn ln nht M. Bn c ngc nhin khng khi bit
Charles Lindlbergh ca ngnh kinh doanh mua bn c phn
li chnh l Charles Schwab.
Neil Amstrong l ngi u tin i b trn mt trng. Ai l
ngi th nh?
Roger Bannister l ngi u tin chy mt dm (1,6km)
trong 4 pht. Ai l ngi th nh?
GeorgeWashington l v Tng thng u tin ca Hoa K.
Ai l v Tng thng th hai?
Thomas l nhn hiu u tin ca Loi bnh m English
muffin. Nhn hiu th hai l g?
Gatorade l nhn hiu u tin ca thc ung trong th
thao. Th nh l g?
[11]

Nu bn v tr th hai trong tr nh ca cc khch hng

tng lai, bn c th trnh c s lng qun nh xy ra
vi Buzz Aldrin, John Landy, John Adams, cc loi bnh
English muffin v danh hay khng? Khng nht thit l nh
vy, may mn thay, cn c nhng iu lut khc na.

[12]

#2 QUY LUT V CHNG LOI

SN PHM
Ngi th ba bay mt mnh qua i Ty Dng l ai? Nu
bn khng bit c Bert Hinkler l ngi th hai mt
mnh bay qua i Ty Dng, tt nhin bn kh m bit
c tn ca ngi th ba. Nhng bn li bit c, l
Amelia Earhart.
Ngy nay, c Amelia c bit n nh l ngi th ba
bay mt mnh qua i Ty Dng hay l ngi ph n u
tin bay qua i Ty Dng?
Sau khi bia Heineken gt hi thnh cng, cc v ti cng
ty Anheuser-Busch c th ni: chng ta cng phi nhp
mt loi bia!. Nhng h khng lm vy. Thay v vy, h
ni: nu c mt th trng cho loi bia nhp khu c gi
cao, th cng c th c c th trng cho mt loi bia ni
a vi gi cao. V h trin khai vic sn xut bia Michelob,
loi bia ni a u tin c gi cao, v ngy nay bn gp
i bia Heineken. (Thc t, Anheuser-Busch cng nhp
khu mt loi bia, l bia Carlsberg, rt c ting Chu
Au, nhng ti M khng i ti u).
Bia Miller Lite l loi bia nh ni a u tin, v phi i
5 nm sau mi c mt nh nhp cng tht ln: nu c mt
th trng cho bia nh ni a th cng c mt th trng cho
bia nh nhp khu. Kt qa l bia Amstel Light tr nn loi
bia nh nhp khu bn chy nht.
[13]

Nu bn khng chen trc c vo tr nh ca khch

hng tng lai, xin ng tht vng, hy tm kim mt mt
hng mi m mnh ng v th u tin. Khng kh nh
bn tng u.
Sau khi IBM tr nn thnh cng ln trong lnh vc my vi
tnh th tt c thin h v b con ca h lin x vo lnh
vc ny. Burroughs, Control Data, General Electric,
Honeywell, NCR, RCA, Sperry. H c gi l nng bch
tuyt v by ch ln.
C ch ln no ln ln v tr thnh mt sc mnh ton
cu vi 126.000 nhn vin v doanh thu l 14 t USD, v
c ghi nhn l cng ty my vi tnh ln th nh trn th
gii khng? Khng c ai ht. Cng ty my tnh thnh cng
nht cu thp nin 70 v 80 sau IBM l cng ty Digital
Equipment Corporation. IBM l cng ty my tnh u tin,
DEC l cng ty my tnh c nh u tin (minicomputers).
Nhiu cng ty my tnh khc (v cc ch nhn ca n) tr
nn giu c v ni ting bng cch theo mt nguyn tc n
gin: nu bn khng v tr th nht ca mt lnh vc, hy
to ra mt lnh vc mi m bn v th u tin.
Tandem l cng ty my tnh chu ng sai st u tin
(fault- tolerant computers) v t doanh s 1,9 t USD.
Cng vy, Stratus l cng ty my tnh chu ng sai st loi
nh u tin. Ngy nay Stratus c doanh s 500 triu USD
.Cc iu kin tip th c kh khng? Khng. Chng tht
n gin. Tuy nhin, p dng chng vo thc t li l vn
khc. Cray Research (super computer). Ngy nay, Cray l
mt cng ty vi doanh s 800 triu USD. Cng vy, Convex
a ra loi my siu vi tnh loi nh (mini super
computer). Hin nay, Convex c doanh s 200 triu USD.

[14]

i khi bn c th thay i v tr tr thnh ngi thng

cuc bng cch sng to ra mt lnh vc mi. Commodore l
mt hng sn xut vi tnh c nhn cho gia nh khng thnh
cng, cho n khi ch to c Amiga- l loi my tnh a
mi trng u tin (multimedia computer). V Commodore
Amiga thng li ln vi doanh s hng nm trn 500 triu
USD.
C rt nhiu cch khc nhau t v tr u tin. Cng
ty Dell chen vo lnh vc my vi tnh c nhn bng cch
bn my qua in thoi. Ngy nay, Dell c doanh s 900
triu USD.
Khi bn tung ra sn phm mi cu hi u tin t hi khng
phi l lm th no sn phm mi tt hn nhng sn
phm cnh tranh m l sn phm ny l sn phm u
tin ca lnh vc no?.
Charles Schwab khng m mt vn phng mi gii tt
hn m m mt vn phng mi gii gim gi u tin. Tp
ch Lears khng phi l tp ch dnh cho ph n u tin,
nhng n l tp ch u tin dnh cho cc ph n trng
thnh (khng phi l tp ch dnh cho ph n mi sinh ngy
hm qua).
Vic ny ngc li vi t tng tip th c in l: lm th
no ngi ta a thch nhn hiu ca mnh hn?
Hy qun nhn hiu i. Hy ngh n cc mt hng. Cc
khch hng tng lai s cnh gic khi ni n nhn hiu v
mi ngi u khoe ti sao nhn hiu ca h tt hn. Nhng
khch hng lun ci m khi ni n mt hng v ngi ta
n ham thch ci g mi l, t ngi thch th vi ci g tt
hn.
Khi bn v th u tin trong mt lnh vc, hy y
mnh lnh vc ny, iu ct yu l bn khng c ai cnh
[15]

tranh. DEC ni vi khch hng l ti sao h phi mua mt

my vi tnh loi nh ch khng h ni h phi mua mt my
tnh loi nh hiu DEC.
Khi u, cng ty Hertz gii thiu dch v cho thu xe
t; Coca-Cola bn thc ung gii kht. Cc chng trnh
tip th ca c hai cng ty hu hiu hn k t .

[16]

#3 QUY LUT V TR NH
My vi tnh c nhn u tin ca th gii l my MITS
Altair 8800.
Lut dn u khin ta ngh rng my MITS Altair 8800
(tht bt hnh khi chn ci tn ny) phi l nhn hiu s
mt v my vi tnh c nhn. Khng may, sn phm ny
khng tn ti vi chng ta.
Du Mont sng ch ra my truyn hnh thng mi u
tin. Duryea gii thiu xe t u tin, Hurlay bn ra my
git u tin. Tt c u khng tn ti. Nh vy l c g sai
tri vi lut dn u bn chng 1 hay sao? Khng phi
vy nhng lut v tr nh sa i n. Hy v tr u tin
trong tr nh ca khch hng hn l v tr u tin ca th
trng. v tr u tin trn th trng ch l kt qa ca
vic xm nhp vo tr nh trc tin.
V d, IBM khng phi l cng ty u tin trn th trng
vi loi my vi tnh ln c cng sut cao. Cng ty Remington
Rand l cng ty u tin trn th trng vi my UNIVAC.
Nhng mt c gng tip th tng hp khin IBM chim v
tr th nht trong tr nh khch hng v ginh thng li.
Lut v tr nh tip theo sau lut v nhn thc (Law of
perception). Nu tip th l trn chin ca nhn thc, khng
phi ca sn phm th tr nh ng vai tr quyt nh i vi
th trng.
Mi nm c hng ngn doanh nhn tht bi v vi phm
lut ny. Mt vi ngi c tng hay quan nim m h tin
[17]

l s (hoc c th) cch mng ha mt nn cng nghip.

Vn l lm sao a quan im hay t tng ny vo tm
tr ca cc khch hng tng lai.
Gii php c tnh c l ca vn l tin bc. l
ngun to ra cc sn phm hay dch v, cng vi ti
nguyn, t chc cc cuc hp bo, tham d trin lm thng
mi, qung co v cc chng trnh tip th bng th tn trc
tip. (Chng 22: lut v tim nng). Khng may, vic ny
a n mt nhn thc l mu cht ca tip th u nh
nhau: tin bc. iu ny khng ng s tht. Tin bc b
lng ph cho tip th nhiu hn bt c hot ng no khc
ca con ngi (d nhin l ngoi tr cc hot ng ca chnh
quyn).
Bn khng th no thay i c mt ngh thnh
hnh trong tm tr. N cng nh ng u vi chin ly ca
qun th.
Cng ty Wang l cng ty u tin v nhng b phn x l
vn bn, nhng th gii b xa loi my ny v tin n
my tnh in t. Cng ty Wang khng p ng c
chuyn bin ny. Thay v u t hng triu USD vo cng
vic pht trin my vi tnh c nhn v my vi tnh loi nh
th Wang li theo ui cng vic ca mt cng ty ch to b
phn x l vn bn.
Xerox l cng ty v my photocopy u tin v ri li c
gng lao vo kinh doanh my vi tnh. Hai mi lm nm sau
, d tiu tn 2 t USD nhng Xerox vn khng i c ti
u trong lnh vc my vi tnh.
Bn mun thay i mt t no trn my vi tnh, ch
cn nh chng ln (overwrite) hoc xa (delete) i m thi.
Bn mun thay i mt tm tr th qun chuyn i. Mt
khi ngh c hnh thnh, rt him c th thay i hay
[18]

c th ni l khng th thay i c. Trong tip th, bn s

ph sc khi c cng thay i mt nhn thc c hnh
thnh trong tm tr khch hng.
iu ni ln b mt ca mt quan nim c th hin ra
chp nhong trong u ca con ngi. Hm nay, bn cha
h nghe ni n mt ngi. Ngy mai, ngi tr nn ni
ting. Ci cm gic chp mt ny khng phi l mt hin
tng bt thng.
Nu bn mun to ra mt n tng su sc cho mt
ngi no , bn khng th lch vo trong tm tr h v ri
t t to ra mt quan nim thun li theo thi gian. Tm tr
khng hot ng theo cch y. Bn phi nhy b vo tm
tr.
L do bn phi nhy b vo thay v lun lch bi l ngi
ta khng thch thay i suy ngh ca mnh. Mt khi h c
n tng nh th no th n l nh vy. H ngh bn l loi
ngi nh th no th ghi vo tm tr. Bn khng th tr
thnh mt ngi khc trong tm tr cu h.
Mt trong nhng b quyt ca tip th l vai tr ca tin
bc. C lc, vi mt t -la c th to ra mt php l. Ngy
k tip, hng triu -la cng khng th cu vn mt cng
ty ang xung dc. Khi c mt ci u tt, d vi mt t tin
bn cng tin tht xa. Hng Apple bay cao trong lnh vc
vi tnh vi 91.000 USD ng gp ca Mike Markkula.
Tn Apple lt vo tm tr khch hng bi v l mt
ci tn gin d v d nh. Mt khc, cc i th ca Apple li
c cc tn phc tp, kh nh. u tin, c nm hng my
tnh c nhn cng lao vo mt lc: Apple II, Commodore
Pet, IMSAI 8080, MITS Altair 8800 v Radio Shack TRS-80.
Bn hy t hi ci tn no n gin v d nh nht?

[19]

#4 QUY LUT V NHN THC
Nhiu ngi ngh tip th l cuc chin ca cc sn phm.

V lu di, h d tnh sn phm tt nht s chin thng.
Tm tr ca cc nh tip th b trn ngp trc vi cng
vic nghin cu v thu thp cc s kin. H phn tch sao
cho s tht ng v pha h, ri tuyn b mt cch t tin
trn u trng tip th rng h c sn phm tt nht v
khng nh sn phm tt nht s thng. l mt o tng.
Khng c thc t khch quan. Khng c nhng s kin.
Khng c nhng sn phm tt nht. Tt c hin hu trong
th gii tip th l nhng nhn thc trong tm tr khch
hng. Ch c nhn thc l thc ti cn mi th khc u l
o tng.
Tt c s tht u c tnh tng i. Tng i vi tm tr
ca bn hay tm tr ca ngi khc. Khi bn ni: ti ng
cn ngi kia sai, thc ra l bn mun ni mnh nhn thc
hay hn ngi no .
Hu ht mi ngi u cho rng mnh nhn thc hay hn
ngi khc. H c cm gic ca mt s hon ho mang tnh
ch quan. Nhn thc ca h lun chnh xc hn ngi lng
ging hay bn b. S tht v nhn thc tr nn hp nht
trong tm tr, khng c s khc bit gia hai iu . l
iu kh nhn thy. ng u vi thc ti ph phng l s
c n trong v tr, ngi ta t tch mnh ra khi th gii.
H sng trong mt u trng ca sch v, in nh,
[20]

truyn hnh, bo ch. H thuc v cc cu lc b, cc t

chc, hi on. Bc ha bn ngoi ca th gii hnh nh tht
hn l thc ti bn trong tm tr h.
Ngi ta bm vu vo s tin tng rng thc ti l th gii
bn ngoi ca tr tu v c nhn l mt ht bi ca v tr.
Thc t ngc li. Ch c mt thc ti bn c th chc chn
tin vo, l nhn thc ring ca bn. Nu v tr hin hu,
n hin hu bn trong tm tr ca chnh bn v tm tr ca
nhng ngi khc. l thc ti m cc chng trnh tip
th phi ng u. C th c thc cc i dng, sng ngi,
thnh ph v nh ni , nhng chng c cch no cho
chng ta bit cc vt ny ngoi tr thng qua nhn thc
ring ca chng ta. Tip th l mt s vn dng cc nhn
thc ny.
Hu ht cc sai lm v tip th bt ngun t gi thuyt l
bn ang chin u trong mt trn chin ca cc sn phm.
Tt c nhng iu lut trong cun sch ny li rt ra t
nhng quan im ngc li.
Mt s nh tip th kho st nhng qui lut tip th t
nhin da vo mt lp lun sai lm: sn phm chnh l trung
tm ca cc chng trnh tip th v ri bn s thng hay
thua da vo sn phm. chnh l l do ti sao ng li
tip th t nhin ca mt s sn phm (tng c coi l hp
l) lun b sai lm.
Ch c cch nghin cu cch nhn thc c hnh thnh
ra sao trong tm tr v t trong tm cc chng trnh tip
th ca bn trn cc nhn thc ny bn mi c th vt qua
cc sai lm cn bn ca bn nng tip th.
Mi ngi trong chng ta (nh sn xut, phn phi, i
l, khch hng) u nhn th gii qua mt cp mt. Nu c
mt s tht khch quan , lm th no chng ta bit
[21]

c? Ai s ni cho chng ta bit? Ch c th l do mt

ngi no khc nhn cng mt cnh tng qua mt cp mt
khc m thi.
S tht khng hn khng km ch l nhn thc ca mt
chuyn gia. M ai l chuyn gia? l nhng ngi c
ngi khc cng nhn h l nhng chuyn gia.
Nu s tht l o nh nh vy ti sao c qa nhiu bn
ci trong tip th gi l nhng s kin? Ti sao c nhiu
quyt nh tip th da trn vic so snh nhng s kin? Ti
sao nhiu nh tip th coi s tht ng v pha h, rng cc
cng vic ca h l s dng s tht nh l v kh sa
cha nhng sai lm hin hu trong tm tr ca khch
hng.
Cc nh tip th tin tng vo cc s kin bi v h tin
tng vo thc ti khch quan. N cng tht d dng cc
nh tip th cho rng s tht v pha h. Nu bn ngh l
bn cn sn phm tt nht thng trong trn chin tip
th, th bn s d dng tin l mnh c sn phm tt nht. Tt
c ch i hi bn mt s sa i nh trong nhn thc ca
chnh bn.
Thay i tm tr ca khch hng li l vn khc. Tm
tr ca khch hng rt kh thay i. Vi mt cht kinh
nghim v mt loi sn phm, ngi tiu dng cho rng h
ng. Mt nhn thc hin hu trong tm tr thng c
din gii nh l mt s tht chung. Ngi ta ngh him khi
no, nu khng mun ni l khng khi no h sai lm, t
nht l trong tm tr ca h. Tht d dng nhn thy sc
mnh ca nhn thc qua sn phm khi nhng sn phm
c tch bit nhau. V d: Toyota, Honda v Nissan l 3
hng xe ln nht nhy vo th trng M. Hu ht cc nh
tip th cho rng cuc chin gia ba nhn hiu c cn c
[22]

vo phm cht, mu m kiu dng, cng sut v gi c.

Khng ng nh vy. Ci g m ngi ta ngh v xe Honda,
Toyota v Nissan th ngh quyt nh nhn hiu no s
thng. Tip th l mt cuc chin ca nhn thc.
Cc nh sn xut xe t Nht Bn bn ra cng mt loi
xe ti M cng nh ti Nht. Nu tip th l cuc chin ca
sn phm, th th t doanh s bn ra ti hai quc gia phi
ging nhau, v cng phm cht, cng mu m, cng cng
sut, cng gi c th ti M v Nht bn ra phi nh nhau.
Th nhng, Nht, xe Honda cn lu mi ti gn c hng
xe dn u. Xe Honda ng hng ba sau xe Toyota v
Nissan. Hng Toyota bn ra gp bn ln xe Honda bn ra ti
Nht.
Nh vy iu g khc bit gia xe Honda bn ra ti Nht v
xe Honda bn ra ti M? Sn phm nh nhau, nhng nhn
thc trong tm tr khch hng khc nhau.
Nu bn ni vi bn b New York rng bn mi mua
mt xe Honda, h c th s hi bn: Anh mua kiu no?
Mt chic Civic, mt chic Accord? Hay l mt chic
Prelude? Nhng khi bn khoe vi bn b Tokyo l bn mi
mua mt xe Honda, cc bn Nht s hi: Anh mua loi xe
gn my kiu g vy?. Nht, Honda i vo tm tr khch
hng nh l mt hng sn xut xe gn my, v hnh nh
hu ht ngi ta khng mun mua mt chic xe hi do mt
nh sn xut xe gn my lm ra.
Mt tnh hung ngc li, liu Harley- Davidson c thnh
cng khng nu h tung ra mt chic xe hi hiu HarleyDavidson? Bn ngh c th lm, n cn ty thuc vo chic
xe: phm cht, kiu dng, cng sut my, gi c. Ngay c
khi bn tin rng Harley- Davidson c ting v lm ra sn
phm tt, th cu tr li vn l khng. Ngi ta nhn thc v
[23]

Harley- Davidson nh l mt hng sn xut xe mt, iu

ny s lm gim gi tr xe hi Harley- Davidson khng cn
bit sn phm tt ra sao (chng 12: lut m rng).
Ti sao hng sp Campbell ng th nht M m khng
lm nn tr trng g Anh? Ti sao sp hiu Heinz ng u
Anh m li tht bi thm hi M? Tip th l trn chin
ca nhn thc, ch khng phi ca sn phm. Tip th l
qa trnh gii quyt cc nhn thc ny. Nhiu nh kinh
doanh thc ung tin rng tip th l chin tranh mi v. Tt
lm, Coke mi (new Coke) ng u v mi v (hng CocaCola th nghim 200.000 ln v mi v, cuc th nghim
cho thy New Coke c mi v ngon hn Pepsi- Cola v Pepsi
c mi v ngon hn Coca- Cola nguyn thy).
Nhng ai l ngi thng cuc chin tip th ny? Thc
ung c coi l c v ngon nht trong th nghim l New
Coke li ng hng ba. Thc ung ngon th ba trong th
nghim la Coca- Cola nguyn thy li ng hng nht.
Bn hy tin tng vo ci g m bn mun tin. Bn hy
nm nhng g m bn mun nm. Tip th nc gii kht l
cuc chin ca nhn thc, khng phi l cuc chin ca mi
v. Cuc chin cng kh khn hn khi khch hng thng
quyt nh mua hng da trn nhng nhn thc c. Hoc
thay v da vo chnh nhn nh ca h, khch hng li
quyt nh da vo nhn thc tht t ca ngi no . y
l nguyn tc everybody knows (mi ngi u bit). Mi
ngi u bit l xe Nht c phm cht cao hn xe M. Nh
vy, ngi ta quyt nh mua xe da trn s kin l mi
ngi u bit xe Nht c phm cht cao hn. Khi ngi
mua hng c hi l c kinh nghim ring ca h v sn
phm khng, hu ht mi ngi u ni l khng c. V
nu c th kinh nghim c nhn ca h cng b b cong cho
[24]

hp vi nhn thc ca h.
Nu bn mua phi mt chic xe Nht khng tt, h coi bn
l xui xo, bi v tt c mi ngi u ngh rng xe Nht
c ch to vi phm cht cao. Ngc li, nu bn c mt
xe M tt, bn c coi l may mn, bi v tt c mi ngi
u cho rng xe M km phm cht. Tt c mi ngi u
bit xe Audi c vn trc trc. Ngy 23/11/1986, hng
thng tn v truyn hnh CBS pht i trong chng trnh 60
pht cu chuyn mt s iu khin, phng s ny lu
mi ngi v mt s li phn nn ca ngi tiu dng v s
gia tng tc khng kim sot c ca xe Audi. S lng
xe Audi bn ra ti M st gim ti mc t 60.000 xe trong
nm 1986 xung cn 12.000 xe nm 1991. Nhng bn thn
bn gp vn g v s gia tng tc khng kim sot
c ca xe Audi cha? Hu nh l khng. Mi chuyn gia
v xe t khng tm thy vn b phn nn ny. Tuy vy,
nhn thc vn tip tc ko di.
Mi y hng Audi tung ra mt qung co nhm so
snh xe ca h vi hai loi xe tng t ca Mercedes Benz
v BMW. Theo qung co, cc chuyn gia v xe t ca c
xp hng xe
Audi trn c Mercedes v BMW.
Bn c tin iu khng? C l l khng.
iu c tht khng? Khng thnh vn .
Vy tip th khng phi l trn chin ca sn phm. l
trn chin ca nhn thc.

[25]

#5 QUY LUT TRNG TM

Mt cng ty c th thnh cng vt bc nu cng ty
tm cch lm ch mt t no trong tm tr khch hng.
Khng phi l mt t phc tp, khng phi sng to ra t
. Nhng t n gin l tt nht, thng c trong t in.
y l lut v trng tm (law of focus). Bn rt ngn
ng i vo tm tr khch hng bng cch thu nh im hi
t thnh mt t n hay mt khi nim. l s hy sinh
cn bn trong tip th.
Hng Federal Express a c t overnight vo tm
tr khch hng ca h bi v hng hy sinh cc dch v
khc v ch tp trung vo dch v giao nhn hng trong mt
m m thi (overnight package delivery).
Trong mt chng mc no , v tr dn u hay v tr tt
hn to iu kin nhn hiu hay cng ty dn u
lm ch mt t trong tm tr khch hng. Nhng t m cng
ty dn u lm ch phi tht n gin n mc nh l v
hnh.
Hng dn u c th lm ch mt t i din cho c
chng loi (category). V d: hng IBM lm ch t computer.
y cng l mt cch ni khc i v vic mt nhn hiu tr
thnh tn gi chung cho c chng loi Chng ti cn mt
my IBM, c ai nghi ng khng phi l mt my vi tnh
hay khng?
Bn c th nh gi c v tr c khng nh ca
nhng ngi dn u qua vic kt hp nhng t ng. Nu
cc t cho trc l computer, copier, chocolate bar v cola
[26]

c a ra, th bn t thch hp nht s l IBM, Xeror,

Hersheys v Coke.
Mt ngi dn u khn ngoan s tin thm mt bc
cng c v tr dn u ca mnh. Cng ty Heinz l ch t
ketchup (tng c chua) nhng n n lc c lp:
iu quan trng nht ca ketchup l ketchup c nht ca
min Ty (slowest ketchup in the West). Ch cn lm ch
c t slow thi, Heinz duy tr c s kim sot 50% th
trng.
Nu bn khng phi l ngi dn u th t ca bn nn
thu hp trng tm. Tuy nhin, quan trng hn na t ca
bn phi c ngay trong chng loi sn phm, khng ai c
th giu n c.
Bn khng cn phi l mt nh ngn ng hc uyn thm
mi c th t c thng li. Prego thng hng dn u
Ragu v st m ng (spaghetti sauce) v chim 27% th
trng nh mt kin vay mn t hng Heinz, t ca hng
Prego l thicker (c hn).
Nhng t hiu qa nht l nhng t n gin v c
khuynh hng ni v li ch. Khng cn bit sn phm phc
tp ra sao, khng cn bit nhu cu th trng th no, tt
nht l lun t trng tm vo mt t hay li ch ca khch
hng, hn l hai, ba hoc bn t.
Vic ny s t kt qa to ln hn nu bn a ra mt li
ch mnh m, khch hng c th cho bn bit mt s li ch
khc na. Mt st m ng c hn (thicker) ni ln phm
cht tt, gi tr dinh dng cao
Mt xe hi c thit k an ton hn ni ln xe c
thit k v my mc tt hn (a safer car). Khng bit
c phi l kt qu ca mt qa trnh c cn nhc k hay
khng, m hu ht cc cng ty (hay nhn hiu) thnh cng
[27]

l nhng cng ty lm ch mt t c trong tm tr ngi tiu

dng, (mt vi t nh Volkswagens fahrvergnugen khng
ng lm ch). Sau y l mt vi v d:
Kem nh rng Crest Cavities
Xe t Mescedes Engineering
Xe t Volvo Safety
Xe t BMW Driving
Bnh pizza Dominos Home delivery
Nc ung Pepsi Cola Youth
Hng Nordstrom Service
Cc t u khc nhau. N c th lin h ti li ch (ngn
nga su rng- cavity prevention), lin h ti dch v (giao
hng tn nh- home delivery).
Mc d chng ta bit rng nhng t lun ng tr trong
u khch hng, nhng khng phi n tn ti mi mi. Cng
c lc cn thay i cc t. chng phi l cng vic d
dng. Cu chuyn va mi y ca Lotus Development
Corporation l mt minh chng r bn cht ca vn ny.
T nhiu nm qua, hng Lotus lm ch t
spreadsheet. Lotus ng ngha vi 1-2-3 v spreadsheet .
Nhng t spreadsheet b cnh tranh, v trin vng pht trin
b gii hn.
Cng ging nh cc cng ty khc, Lotus mun ln mnh
hn. Lm th no cng ty vt qua c mnh, m ch
vn l hng kinh doanh mt loi sn phm?
p s c tnh quy c l bnh trng ra mi hng nh
IBM v Microsoft lm. Lotus ni rng vic mua phn
mm ca hng Ami Pro v gii thiu mt s phn mm mi.
Sau Lotus chn chnh li t chc v t trng tm vo
mt khi nim mi c gi l groupware, sn phm phn
mm dnh cho mng vi tnh c nhn.
[28]

Lotus l cng ty phn mm u tin pht trin thnh cng

groupware. Cng ty t nhin lm ch mt t th hai
trong tm tr khch hng.
Khng ging nh Microsoft, Lotus ngy nay c mt mc
tiu cho cng ty. Cng vic ny khng phi trong mt m,
m l mt cng vic khuch trng lu di trong lnh vc
phn mm.
Nhng g m t overnight gip cho Federal Express v t
Safety gip cho Volvo th groupware cng s lm cho Lotus.
Bn khng th ly t ca ngi khc. Thnh cng ca
Lotus l t groupware, cha c cng ty no lm ch n. Hn
th na, c mt cng ngh rng ln hng v vi tnh ni
mng (network computers). Hn phn na s my vi tnh
ca gii kinh doanh c ni mng. C c mt tp ch mi
c gi l network computing.
Nhiu cng ty nhn thy li ch ca vic lm ch mt t
hay mt khi nim, nhng h li bt cn khng c l
ngi u tin lm ch t .
Vic khng nn lm trong tip th l b i nhng t l
ca ring mnh v chy theo mt t thuc v ngi khc.
y l trng hp ca Atari, cng ty lm ch t video
game. V cng cuc kinh doanh sa st vo nm 1982, cng
ty i qua hng i mi. H mun Atari ng ngha vi
computers. Tng gim c James Morgan tuyn b: Atari
c sc mnh ca mt ci tn nhng ng thi biu l s yu
km. N ng ngha vi video games- Atari phi nh r li
hnh nh ca n vi sn phm in t.
Khng may cho chin lc ca ng Morgan, cc cng ty
khc k c Apple v IBM lm ch nhng t m ng theo
ui. S a dng ca Atari l mt thm ha. Nhng s tr
tru c thc l vo nm 1986 mt cng ty ly li khi
[29]

nim m Atari vt b. l cng ty Nintendo, hin nay

kim sot 75% th trng ng gi hng t la. By gi
ai bit c Atari u?
iu thit yu ca tip th l thu hp mc tiu li. Bn tr
nn mnh hn khi gim bt phm vi hot ng. Bn khng
th ng vng khi bn ui theo sau mi th.
Mt vi cng ty chp nhn s thu hp mc tiu v c
gng hon thin chin lc ny Chng ti t trng tm
vo phm cht cho th trng. Chng ti khng d phn vo
th trng, t nng vo gi c.
Vn l khch hng khng tin vo bn cho n khi no
h thy bn ch hn ch cng vic kinh doanh vo cc sn
phm c ga tr cao m thi, nh Mescedes Benz hay BMW.
General Motors c gng bn sn phm, cht lng ca
sn phm ty thuc vo gi c
Putting quality on the road l khu hiu mi nht ca cng
ty. Mi mt sn phm ca General Motor u c cc t
Mark of Excellence (du hiu tuyt ho). Bn on xem
Ford ang lm g? H lm ging vy Quality is Job 1 (phm
cht l vic u tin), qung co ca hng Ford ni nh
vy.
Ch tch ca hng Chrysler l ng Lee Iacocca tuyn b:
Chng ti khng mun l ln nht, chng ti ch mun l
tt nht (We dont want to be biggest, We just want to be
the best). C ai tin l Iacocca khng mun mnh l ln nht
khng?
y l nhng cht liu to ln bn trong cng ty. Ton th
phm cht, con ng i n s v i. N l nhng khu
hiu tuyt vi ti i hi khch hng, c bit l khi cng
thm vi gin nhc, hoa v khiu v. Nhng pha ngoi cng
ty, cc li nhn gi ny ri rng l t. C cng ty no t
[30]

nhn mnh l cng ty khng c phm cht khng? Khng khi

no. Mi ngi u ni mnh c phm cht, kt qa l khng
ai c ht.
Bn khng th thu hp trng tm vi phm cht hay cc
m khng c nhng bnh vc cho quan im ngc li. Bn
cng khng th t v tr ca bn nh l mt nh chnh tr
lng thin, bi v khng c ai mun chn v tr ngc li (d
rng c rt nhiu ng vin sng gi).
Tuy nhin, bn c th t mnh vo mt v tr nh mt
ng vin thin v kinh doanh hay mt ng vin v th gii
lao ng, v s c chp nhn ngay v c s ng h cho
phe khc.
Khi bn t trng tm vo vic khuch trng t ng ca
bn hy gt cc lut s ra ngoi. H mun ng k nhn
hiu tt c mi th. Mu mo ny l ngi khc s dng
t ca mnh (l ngi dn u th tt nhin phi c nhng
ngi i theo). Tht hu ch cho Lotus khi c nhng cng ty
khc nhy vo kinh doanh groupware. Vic lm cho lnh
vc ny quan trng hn vo ngi ta cng khm phc v tr
dn u ca Lotus.
Mt khi bn s hu mt t bn phi xng ra bo v n
trn th trng, trng hp ca BMW minh ha vic ny rt
hay. T nhiu nm, hng BMW l c my li tt nht
(ultimate driving machine). Ri th cng ty quyt nh m
rng dy chuyn sn phm v rt ui theo MescedesBenz vi xe du lch c ln s-ri 700. Vn l ch lm th
no c mt cn phng khch (a living room) c bnh xe
li l mt c my li tt nht c, bn chng th no cm
nhn mt ng. Kt qa l mi th bt u tut dc cho
BMW. May thay, hng va gii thiu mt loi xe BMW nh,

[31]

v mt ln na t li (driving) li c nhn mnh. Cng ty

khi phc li trng tm ca h.
Lut v trng tm p dng cho bt c ci g m bn bn
ra. V d nh ma ty, chin dch v chng ma ty c
tuyn truyn rm r trn truyn hnh v bo ch b tht
bi v thiu trng tm. Khng c t no lt vo c tm tr
nhng ngi dng ma ty m c th bt u ni v khi
nim ma ty. Qung co chng ma ty cng khp mi ni.
Bn c th ngh rng nhng lc lng chng ma ty
(nhng nh chuyn nghip) nn bt chc cc tay ti t
chng vic ph thai t trng tm vo mt t mnh m
duy nht- ng h i sng v ng h s la chn.
Cc lc lng chng ma ty nn lm ging nh vy- t
trng tm vo mt t mnh m duy nht. Vic cn thit l
lm sao ma ty cng b x hi t chi nh l khng chp
nhn thuc l by gi vy.
Mt t c th lm c vai tr c nht ny l t loser
(ngi thua cuc, tht bi). Ngi dng ma ty s to ra
mi mt mt, thua thit (all kinds of losses) mt vic, mt
gia nh, mt t do, mt i sng. Mt chng trnh m ni
Ma ty ch dnh cho ngi thua cuc c th s to nh
hng su m, c bit l vi nhng ngi nghin, hay
dng ma ty gii tr, l nhng ngi quan tm ti a
v x hi hn l chm m trong cn say.
Khi , bit u. Lut trng tm, mt lut ca tip th, c
th gip hn ch mt t nn ln ca x hi.
#6 QUY LUT V S C QUYN

[32]

Nu mt i th lm ch mt t hay chim mt v
tr trong tm tr khch hng ri th tht l v ch khi c cng
lm ch t . Nh nu chng 5. Volvo lm ch t
safely. Nhiu hng t khc trong c c Mercedes-Benz
v General Motors cng c gng vn dng t safely
kim li trn th trng. Nhng khng mt ai ngoi tr Volvo
l ngi thnh cng trong vic a t ny vo tm tr khch
hng.
Cu chuyn v Atari l mt minh chng cho s nhc cng
khi hng toan tnh tham gia vo vic sn xut my vi tnh c
nhn dng ti nh (home computer). chng i li nhng
i th chun b v phng th vng chc, hnh ng thay
i tn gi game computer c th kh d chp nhn c
v c li th ch c mi ngi nhn thc l Atari
sng to ra tr chi in t (computer games), nhng ch c
vy thi. Th trng my vi tnh dng ti nh (home
computer) thuc v Apple, Commodore v cc hng
khc.
Mc cho nhng tht bi thm hi c k ra, nhiu
cng ty tip tc vi phm lut c quyn. Bn khng th no
thay i c ngh ca ngi ta mt khi n hnh thnh.
Bn ch lm cho v tr ca i th c vng chc hn m
thi.
Federal Express b t overnight v c gng ly t
worldwide (ton th gii) ca DHL. Overnight Letter
c in trn bao b ca Federal Express trc y, nay bn
li thy in cc t FedEx Letter thay vo ch . Qung co
ca hng trc y l cu: Chc chn phi ti ni trong mt
m (overnight) th mi y, t worldwide xut hin
trn qung co ca Federal Express thay vo ch .

[33]

S kin ny t ra cu hi quan trng: Federal Express

tng lm ch t worldwide cha? C th ni l khng
bao gi. Mt ai lm ch t ny mt ri, l DHL
Worldwide Express. Khi nim ca h l Nhanh hn na
trn th gii. thnh cng, Federal Express phi tm cch
thu hp trng tm chng li DHL. Cng ty khng th
lm c bng cch c gng lm ch mt t vn thuc v
DHL trong tm tr khch hng.
Li mt v d khc v s cng gng nhm n vic lm
ch t ng thuc v ngi khc. Hng pin Energizer
c gng ly khi nim long-lasting (bn lu) ca pin
Duracell. Mc cho nhng c gng ca hng Eveready,
Duracell vn s nm chc t long-lasting. Hng Duracell
i trc vo tm tr khch hng bng t long-lasting. Ngay
c phn tn Dura cng ni ln c s lu bn.
Ci c gi l cng cuc nghin cu tr thnh ci by
dn n s sai lm ca cc nh tip th. Mt o qun nhng
nh nghin cu c tuyn dng, cc nhm nghin cu v
trng tm c ch o, cc bn thm d kin khch hng
(bn cu hi in sn) c lp ra, v mt bn bo co nng 2
kilogam gm mt bn k khai cc c mun v sn phm v
dch v c gn cho l ca ngi tiu dng.
Nu tht s l nhng g khch hng mun th mnh
phi a cho h.
Vn ln nht m ngi tiu dng thng gp phi khi
s dng pin l g? N khng cn dng c vo nhng lc
cn thit nht. Vy ngi ta i hi iu g loi pin s mt?
L d nhin l s lu bn, l ci m mnh phi qung co.
ng khng? ng tic, khng ng nh vy.
S kin m cc nh nghin cu chng bao gi cho bn bit
l c mt cng ty khc lm ch tng ri. Cc nh
[34]

nghin cu ny ch mun khuyn khch khch hng ca h

(tc l bn) gia tng s lng cc chng trnh tip th. L
thuyt cho rng nu bn chi tin, bn s lm ch
tng. ng khng? Sai.
Cch y t nm, hng Burger King tut dc v chng
bao gi hi phc li c na. Mt bn nghin cu v th
trng cho bit rng: gp phn nhiu nht vo k ngh thc
n nhanh (fast food) l t fast (nhanh). Khng c g ng
ngc nhin c. V vy, Burger King lm iu m hu ht
cc nh tip th c ting tm lm, h tm ti vn phng
qung co v ni: Nu th gii mun nhanh, qung co ca
chng ti phi ni vi h rng chng ti nhanh. Ci m cc
nh nghin cu b qua l McDonalds c nhn thc
l hng bn hamburger (bnh kp tht) nhanh nht nc M.
T fast thuc v McDonalds. Khng nn lng v vic
ny, Burger King pht ng chin dch ca h vi khu
hiu Thc n ngon nht trong thi gian ngn (Best food for
fast times). Chng trnh nhanh chng tr thnh mt thm
ha. Vn phng qung co, ban gim c b sa thi, cng ty
phi bn i v s xung dc vn tn ti. Nhiu ngi
phi tr mt gi qa t v vi phm lut c quyn.

[35]

#7 QUY LUT BT THANG

Trong khi mc tiu tip th chnh ca bn l chim v tr
u tin trong tm tr ca khch hng, bn vn khng thua
trong cuc chin nu c gng ca bn cha thnh cng. C
nhng chin lc c p dng khi nhn hiu ca bn v
tr th hai v th ba.
Tt c cc sn phm u khng c to ra ngang bng
nhau. C mt h thng th t trong u c ca khch hng
m h dng n khi quyt nh.
Trong mi mt lnh vc c mt thang sn phm, trn mi
bc thang l tn mt nhn hiu. Hy ni v dch v cho thu
xe t. Cng ty Hertz lt vo tm tr ngi tiu dng v
c v tr trn cng ca thang. Avis l hng chim v tr th
hai v Natinal bc th ba.
Chin lc tip th ca bn phi ty thuc vo vic bn
xm nhp vo tr nh khch hng khi no v h qa l bn
ang bc thang no. L d nhin l bc thang cng cao
cng tt.
V d, trong nhiu nm Avis qung co v cht lng cao
ca dch v cho thu xe t. Finest in rent-a-cars (cht
lng tt nht trong vic cho thu xe) l mt trong nhng
cu qung co ca hng. Khch hng nhn vo v sng
st, lm th no h c c dch v vi cht lng tt nht
m h li khng ng u trong h thng thang xp loi ca
mnh nh?
Ri th Avis lm mt vic cn phi lm nu mun tin
ln trong tm tr khch hng. Avis tha nhn v tr ca h
[36]

trn thang sn phm. Avis ch l hng th hai v dch v

cho thu xe t. Vy ti sao qi v li n vi chng ti? V
rng chng ti c gng hn. Trong 13 nm lin, hng Avis
mt tin. V ri khi h tha nhn v tr th hai ca h, h
bt u c tin, rt nhiu tin. t lu sau, Avis c bn li
cho ITT, cng ty ny lin h lnh qung co: Avis ang tin
ln v tr th nht (Avis is going to be No.1).
Khch hng ngh: Khng, h khng phi s mt. H
khng bc thang trn cng trong tm tr ti. V kt qa l
khch hng nhc in thoi gi cng ty Hertz mi khi cn
thu xe. Chin lc vn ng lin tr thnh mt thm ha.
Nhiu nh tip th khng n cu chuyn ca
Avis. H cho rng cng ty thnh cng v n c gng hn (v
d c dch v tt hn). Nhng rt cuc khng phi vy. Avis
thnh cng l v n t lin h vi v tr th nht ca Hertz
trong tm tr khch hng.
Nhiu nh tip th phm li ging nh Avis lm. Va
mi y trng i hc Adelphi ca thnh ph Garden- Long
Island t so snh mnh vi i hc Harvard. Cc hc sinh
va tt nghip trung hc ni: i mt pht, i hc Adelphi
u c nm trong u mnh u. V i hc Adelphi
khng thnh cng trong vic thu ht cc sinh vin xut sc.
S la chn trong u rt quan trng. Khch hng s
dng thanh nh gi tr ring ca h quyt nh cc thng
tin no chp nhn c v thng tin no phi loi b. Ni
mt cch khc, khch hng ch chp nhn cc thng tin mi
nu n ph hp vi thang nh gi tr c sn trong u h.
Mi th khc u b chi b.
Khi Chrysler so snh xe ca h vi xe t Honda, rt t ai
chu i xe Preludes hay Accords ly Plymouths hoc
Dodges. Cu qung co ca Chrysler: So snh mt chic
[37]

Dodge c vi mt chic Honda Accords mi hnh nh thy c

mt cht l bch cho n khi thy kt qa. Theo qung co,
qua 100 khch hng c phng vn khi so snh mt xe
Dodge c chy trn 100.000 km vi mt xe Honda mi.
a s (58%) chn xe Dodge.
L bch (Nhng cha chc l khng ng).
Th cn ci thang sn phm trong tm tr khch hng th
sao? C bao nhiu bc trn thang? cn ty thuc vo sn
phm c quan tm nhiu hay t. Cc sn phm dng hng
ngy (thuc l, bia, nc ngt, kem nh rng, thc n
sng) l nhng sn phm c quan tm nhiu v c
nhiu nc thang trn gi tr ca khch hng. Cc sn phm
khng c mua sm thng xuyn (bn gh, c, my
ct c, vali ng hnh l) thng c t nc thang trn
thang gi tr.
Nhng sn phm lin quan n s hnh din c nhn (xe
t, ng h eo tay, my nh) cng l nhng sn phm
c quan tm nhiu ti thang gi tr c nhiu nc mc d
khng c mua sm thng xuyn.
Cc sn phm khng c mua sm thng xuyn v lin
quan n mt kinh nghim khng c hi lng thng c t
nc thang trong nh gi ca khch hng. Bnh in xe t,
v xe v bo him nhn mng l ba v d.
Sn phm lin quan n vic khng thch th cht no v
ch c mua mt ln cho c i th chng c nc thang no
trong nh gi. Bn bao gi nghe n tn tri hm
Batesville (sn phm ca hng l quan ti) cha? Chc l
cha, d rng cng ty ny chim trn 50% th trng. C
mt s lin quan gia vic phn chia th trng vi v tr sn
phm ca bn trn thang nh gi ca khch hng. Bn
thng c gp i phn chia th trng so vi nhn hiu
[38]

ng nc thang di bn v ch chim c mt na th
phn ca nhn hiu ng bc thang trn bn. V d, Acura
ng u v loi xe du lch hng sang ca Nht, Lexus ng
th hai v Infiniti ng th ba. Nm va qua, Acura bn ra
c 143.708 chic M, Lexus bn c 71.206 xe, v
Infiniti bn 34.980 ci. Lin h gia ba hiu xe ng theo
tnh ton 4-2-1. Trn chin (gia Acura- Lexus- Infiniti) ch
mi giai on u, cc xe cn mi m, c d lun v
bo ch a thch nhiu. V lu di, khi sn phm khng cn
kch thch na th hin tng khch s xy ra. (Xem chng
k tip: Lut tay i).
Cc nh tip th thng ni v ba nhn hiu dn u
trong chng loi nh l mt trn chin cng bng. Hu nh
khng bao gi nh vy. Nhn hiu dn u khng th trnh
c s ch ng nhn hiu th hai; v nhn hiu th hai
khng th trnh c lm ngt th nhn hiu th ba. V
thc n cho tr em l cc nhn hiu Gerber, Beech-Nut v
heinz. V bia l Budweiser, Miller v Coors. V dch v in
thoi ng di l AT&T, MCI v Sprint.
Con s ti a cc bc thang l g? Hnh nh l nguyn
tc s 7 trong tm tr khch hng. Hi mt s ngi k ra
tt c cc nhn hiu ca mt chng loi h nh c. Rt
him ai nh qu 7 nhn hiu, ngay c l nhng sn phm
c ch nhiu nht.
Theo mt nh tm l hc ca i hc Harvard, bc s
George A. Miller, mt b c trung bnh khng th lm vic
c vi hn 7 n v mt lc. l l do ti sao con s 7 l
con s thng dng ghi nh. in thoi c 7 s, 7 k quan
th gii, chi bi x t (ph) vi 7 l, Bch Tuyt v 7 ch
ln, v li c 7 loi triu chng nguy him ca ung th.

[39]

i khi thang ca bn hay loi sn phm ca bn qa

nh. L con c nh trong ci ao ln hn l con c ln trong
ci ao nh. Ni cch khc, i lc tt hn khi v tr th 3
trong ci thang to hn l v tr s 1 ca ci thang nh.
Nc thang trn cng ca ci thang nc soda chang do 7Up chim, Sprite v tr th hai. Tuy nhin, trong cc loi
ung khng c ru, ci thang Cola ln hn ci thang soda
chanh nhiu, hu nh hai trong s ba ngi tiu th ung
khng c ru ti M ung Cola. V vy hng 7-Up leo ln
thang dnh cho Cola vi cuc vn ng tip th c gi l
The uncola. Ging nh tr i vi caf. 7-Up tr thnh th
thay th cho nc ung Cola. V doanh s 7-Up leo ln
ch th ba v ung khng c ru bn ra M.
Tht bt hnh, nhng nm va qua, 7-Up tut mt
v tr th ba v vi phm mt s lut s c bn n sau
(Chng 12: Lut m rng).
Ci thang nh gi l mt so snh n gin nhng c
hiu qa rt ln gip bn gii quyt nhng vn khng
hong trong tip th. Trc khi bt u bt c chng trnh
tip th no, bn hy t hi cc cu hi sau: Chng ta v
tr no trn ci thang nh gi trong tm tr khch hng?
Nc trn cng hay nc th hai? (Hoc c th chng nc
no c).
Sau phi chc chn l chng trnh ca bn c thc
hin mt cch thc t ty vo v tr ca bn trn ci thang.

[40]

#8 QUY LUT THAY I

Lc u, mi mt loi sn phm l mt ci thang vi
nhiu nc, dn dn, ci thang nhiu nc tr thnh mt ci
thang hai nc.
V pin, l Eveready v Duracell. V phim chp nh l
Kodak v Fuji. V dch v cho thu xe t l Hertz v Avis.
V nc sc ming l Listerine v Scope. V bnh m kp
tht (hamburgers) l McDonalds v Burger King. V giy th
thao v Nike v Reebok. V kem nh rng l Crest v
Colgate.
Khi nhn mt cch lu di v tip th, bn s d dng
nhn thy cuc chin thng tr thnh cuc cnh tranh gia
hai i th chnh- thng l mt nhn hiu c ng tin cy
v mt nhn hiu mi va ni ln.
Tr li nm 1969, c ba nhn hiu chnh ca mt sn
phm. Nhn hiu ng u chim 60% th trng, nhn hiu
ng th hai chim 25% v nhn hiu th ba chim 6%;
phn cn li ca th trng thuc quyn kim sot ca
nhng nhn hiu nh. Lut tay i cho rng s phn chia
ca th trng ny khng bn vng, hn th na, lut ny
cn d on l nhn hiu ng u s mt phn chia th
trng v nhn hiu th hai s c thm phn chia.
Hai mi nm sau, nhn hiu ng u gim xung cn
45% th trng, nhn hiu ng th hai chim 40% v nhn
hiu ng th ba cn 3%. l cc sn phm Coca-Cola,
Pepsi-Cola v Royal Crown Cola. Nguyn tc ny p dng
cho mi nhn hiu bt k ni no.
[41]

Hy nhn vo 3 hng in thoi ng di. AT&T c 65%

th trng, MCI chim 17% v Sprint chim 10%. Ai s
thng v bi trong cuc chin tranh in thoi? Trong tng
lai khng th bit c (Chng 17: Lut khng th d
on). Mt tay c cc c th t cc vo MCI. MCI
thng c Sprint chim v tr th 2, nh vy MCI phi
tr thnh i th mi ni ln thay th cho AT&T.
Sprint c th cm thy d chu v tr nc thang th ba.
Chn phn trm nghe c v khng nhiu, nhng l 6 t
-la doanh s hng nm. V th trng vn ang pht trin
mt cch nhanh chng. Tuy nhin, v lu di, Sprint c th
gp phi rc ri nghim trng. Hy xem iu g xy n
cho cng ty Royal Crown Cola. Tr li nm 1969, Royal
Crown a mt lung sinh kh mi vo h thng i l ca
hng, 350 c s ng chai, tuyn dng cu ch tch cng ty
Rival Pet Foods v cc cu nhn vin ca c Coke ln Pepsi.
Ngoi ra, hng qung co Wells, Rich, Greene- mt cng ty
qung co tm c NewYork cng nhy vo cuc. Mary
Wells Lawrence- lnh o ca hng qung co tuyn b:
Chng ti xut hin kt liu Coke v Pepsi.
Kt cc ch c mt nhn hiu b th tiu, chnh l Royal
Crown. Trong mt nn cng nghip trng thnh, v tr
th ba l mt v tr y chng gai.
Hy ly trng hp cng nghip t trong nc. Mc cho
nhiu bin php y tnh cch anh hng ca ng Lee
iacocca, hng Chrysler vn gp rc ri. V lu di, tip th l
cuc chy ua ca hai chic xe.
V lnh vc tr chi in t (video games). Cui nhng
nm 80, 75% th trng do Nintedo khng ch. Hai cng ty
cng d cuc ua l hng Sega v NEC. Ngy nay hai cng
ty Nintedo v Sega tranh nhau tng bc mt, v hng NEC
[42]

tt li tt pha sau. V lu di, tip th vn l cuc chy ua

ca hai i th.
Tuy vy, thi gian ca mi lnh vc c th khc nhau. Tr
chi in t c th thy ngay sau hai hay ba thi v. Th
trng in thoi ng di c th lu hn, hai hay ba thp
nin. Ngnh hng khng cng vy. Hng American Airlines
chim c 20% th trng, hng mi v pha trc v rt
c th v l mt Coca-Cola trn bu tri. Mt cuc chin th
v ca hai hng hng khng Delta v United, c hai u c
c 18% th trng cho mi hng. Mt trong hai s ct
cnh ging nh Pepsi; hng kia s phi gc u xung ging
nh Royal Crown. V lu di, tip th l mt cuc chy ua
gia hai hng my bay.
Phi chng cc kt qa ny l tin nh? L d nhin
khng phi vy. C nhng lut tip th khc cng c th nh
hng n kt qa. Hn na, chng trnh tip th ca bn
c th nh hng mnh m n doanh thu ca bn, vi gi
thit l chng trnh ny ph hp vi lut tip th. Khi bn
v th yu, th ba, ging nh hng Royal Crown, bn khng
nn xng ra c gng tn cng hai i th mnh hn ang
dn u. Vic cn lm l to ra mt ni tr n sinh li
(Chng 5: Lut trng tm).
Hiu c tip th l cuc chy ua ca hai con nga, v
lu di s gip cho bn hoch nh c chin lc trong
ngn hn.
iu thng xy ra l khng khi no v tr s hai c
thy mt cch r rt. Vic g xy ra bc k tip ty thuc
vo s kho lo ca ngi trong cuc. Ly trng hp lnh
vc my vi tnh xch tay (laptop computer). Hng Toshiba i
trc vi 21% th trng. Nhng c n nm hng vo v
tr s hai l Zenith, Compaq, NEC, Tandy v Sharp, mi
[43]

hng chim t 8- 10% th trng. Tht thch th khi ngm

nhn c su con nga ang tin vo khc quanh ch lt va
hai con m thi. S l Toshiba v hng no? Hng no s
chim c v tr th hai? Nhn di kha cnh kinh t th l
mt thm ha, khi bit bao nhiu ngun nguyn liu b
phung ph trong nhiu lnh vc nh lnh vc my tnh xch
tay. Hin nay c 130 hng my tnh xch tay trn th trng.
Lut tay i ca tip th s tin on cn rt t trong s cc
nhn hiu ny tn ti cho n khi th gii cho n th k
21.
Nhn vo lch s ngnh t ti M. Trong nm 1904 c
195 loi xe khc nhau c 60 cng ty lp rp. Trong vng
10 nm tip theo c 531 cng ty c thnh lp v 346 cng
ty bin mt. Nm 1923 cn li 108 nhn hiu xe t. Ti
nm 1927, con s ny tt xung cn 44. Ngy nay hai hng
Ford v General Motors thng tr trong cng nghip xe hi
ni a, km theo tng lai y bt trc ca Chrysler nh
mt bng chng c th.
Cc nh tip th thnh cng ch trng vo hai nc thang
trn cng. Jack Welch, Ch tch kim tng gim c ni
danh ca General Electric ni: Ch c nhng cng cuc
kinh doanh v tr s mt v s hai trn th trng ca h
mi c hy vng thng li trong mt u trng ton cu, m
s cnh tranh ngy cng gia tng. Nhng ngi khc khng
lm c phi tp trung li, ng ca hay bn i. Cch suy
ngh nh trn lm cho cc cng ty ging nh Cng ty
Procter& Gamble tr nn hng mnh. Trong s 32 trn 44
loi sn phm ti M, nhn hiu Procter& Gamble lun v
tr th nht hay th hai m thi.
Trong mt th trng ang m mang, v tr s ba v s
bn xem ra rt hp dn. Doanh s gia tng, cc khch hng
[44]

mi v t hiu bit trn ngp th trng. Nhng khch hng

ny khng phi lun lun bit c nhn hiu no ng u,
v vy h thng chn ngay ci no trng c v hp dn hay
thch th. Cc nhn hiu loi ny c c v tr s ba hay s
bn.
Thi gian tri qua, cc khch hng ny hc hi c kinh
nghim, tr nn khn ngoan hn. H mun nhn hiu dn
u, cn c vo gi thuyt ngy th l nhn hiu dn u
phi tt hn. Chng ti nhc li: Khch hng tin rng tip th
l cuc chin ca sn phm. Cch suy ngh ny gi cho hai
nhn hiu trn cng: Chng n phi tt nht v chng ng
u

[45]

#9 QUY LUT I NGHCH
Trong sc mnh c s suy yu. Bt c khi no ngi ng

u mnh, l c c hi cho ngi no v tr th hai lt
ngc li.
Ging nh mt vt dng sc mnh ca i th
chng li chnh i phng. Mt cng ty phi tm cch lt
sc mnh ca cng ty ng u.
Nu bn mun thit lp mt ch ng chc chn bc
thang th hai, hy nghin cu cng ty pha trn bn. Sc
mnh ca h u v lm th no xoay chuyn th
mnh thnh th yu.
Bn phi khm ph ra bn cht ca k dn u v ri ch
ra cho khch hng thy iu ngc li. (ni mt cch khc,
ng gng lm tt hn, m c gng lm khc i). Thng th
hng mi ni ln chng li hng c uy tn lu i.
Coca-cola l sn phm c c trm tui. Ch c by ngi
trn th gii c bit cng thc ca Coke, n c gi
trong t st thnh ph Atlanta. Coca-cola l sn phm lu
i v n nh.
Tuy vy, s dng lut i nghch, Pepsi-Cola lt ngc
bn cht ca Cola tr thnh s la chn ca th h mi:
Th h Pepsi.
Khi nhn vo khch hng ca mt loi sn phm no ,
hnh nh c hai loi ngi: c ngi mun mua sn phm
ca hng dn u v c nhng ngi khng mun mua sn
phm ca hng dn u. hng c chiu hng v tr th
[46]

hai cn phi thu ht nhm ngi th hai. Ni mt cch khc,

ng v tr chng li hng dn u, bn phi ly i tt c
nhng khch hng khng mua ca hng dn u. Nu ngi
gi ung Coke, ngi tr ung Pepsi, th s khng cn ai
ung Royal Crown Pepsi. C nhiu hng v tr s hai c
gng lm tt hn hng dn u, y l mt sai lm. Bn
phi gii thiu mnh nh l mt s thay th (Alternative).
Tp ch Time xy dng tn tui ca mnh bng cch vit
bng by. V vy Newsweek lm cch khc i bng li vit
thng vo vn : chng ti phn chia cc s kin theo
nhng quan im. Ni cch khc, tp ch Newsweek nu ra
quan im ca n trong mc x lun, ch khng a vo
phn tin tc.
i khi bn cn phi tn nhn. Hng Scope thuc sc
ming c mi v ngon gn nhn hi th c mi thuc
(medicine breath) cho i th cnh tranh ca mnh
l Listerine.
Nhng khng phi ch n gin h gc i phng. Lut
i nghch cn l con dao hai li. N i hi phi nh ngay
vo im yu ca i phng m khch hng nhn ra ngay
(bn thy mnh s c mi bnh vin ngay khi xc ming
bng Listerine). Ngay sau phi xoay ngay li dao li.
(Scope l cht xc ming c v ngon m li git c vi
khun).
Cng trong lnh vc nc sc ming. C mt v d v s
v ch ca vic mun loi tr ngi dn u. Nm 1961,
hng Johnson&Johnson gii thiu nc sc ming
hiu Micrin t trng tm vo s xut sc c tnh khoa hc,
ch vi thng Micrin tr thnh nhn hiu c v tr th hai,
nhng vi chiu hng dit tr vi khun Listerine cng l
nhn hiu c tnh khoa hoc. Cho nn cng vo nm 1995,
[47]

khi cng ty Procter&Gamble gii thiu nc sc

ming Scope, cng ty s dng v tr i nghch
l Scope tr thnh nhn hiu ng th hai. Vo khong nm
1978, Johnson&Johnson phi rt lui khi th trng
khi Micrin ch cn chim cc 1% th trng nc sc
ming.
Khi bia Beck vo th trng M, no cng gy ra rc ri. N
khng phi l bia nhp khu u tin ( l bia Heniken) m
n cng chng phi l bia c u tin nhp khu ( l
Lowenbrau. bn nm th loi bia c ni ting nht
M (Lowenbrau), by gi xin nm th loi bia c ni ting
nht c.
Ngy nay bia Becks l loi bia chu u bn chy th hai
ti M. (Khi ni n bia c ngi M tin tng vo ci
ming ca ngi c hn l ca chnh h). y l mt v d
in hnh him hoi v s ngc li ca qui lut dn u v
gy nh hng vo cc nhn thc ca ngi tiu th ngy
nay. Tt c nhng vic ny ch l l thuyt k khi bia
Lowenbrau c sn xut ti M).
Khi sn phm b c i, n thng gp phi mt s nhng
bt li. iu ny tht s ng vi lnh vc thuc ung.
Aspirin c gii thiu t nm 1899, vi hng ngn cuc
nghin cu y hc v aspirin, d nhin ngi ta phi tm ra sai
st ca sn phm ny. Tht vy, nm 1955 h tm thy
nguyn nhn l lot bao t v thuc Aspirin, ng lc cho
thuc Tylenol c tung ra.
Vi mi triu trng lot bao t kh ph bin, Tylenol
nhanh chng ly v th ca Aspirin. Qung co ca
Tylenol: dnh cho hng triu ngi khng c php
ung Aspirin.

[48]

Ngy nay Tylenol c th chp ci m ru Vodka Nga

gi hiu ln ru Vodka M nh Smirnoff, Samovar v
Wolfschmidt bng mt cch tht n gin. Hng cho cc
khch hng bit cc loi Vodka M c lm cc bang
Connecticut, Pennsylvania v Indian, cn ru Stolichnaya
lm Leningrad (St. Peterbourg)-Nga, v l s tht.
Nu mun ph nhn c hiu qu th nhng iu nu ra
phi l s tht. Mt v d khc v vic to s ph nhn, chi
t i vi i th ca mnh. Hng Royal Doulton China ng
qung co sau y: Royal Doulton, s ca StokeonTrent (Anh) chng li Lenox, s ca Pomana (bang New
Jersey). Qung co tung ra bng s kin l: mi ngi
tng rng s ca hng Linox l s nhp khu nhng
tht s l sn phm ca Lenox li c lm thnh ph
Pomona, bang New Jersey. Bng cch ni ra xut x ca sn
phm Lenox, Royal Doulton ni ln c iu m sn
phm ca h mi tht s l s nhp t Anh. L do: hu ht
mi ngi u kh c th tng tng c s ca Lenox
li do cc th th cng lm ra ti mt ch t nh thnh ph
Pamona bang New Jersay. ( V nu dn chng Anh c
qung co ny h s ci r ln, bi v thnh ph Stoke-onTrent cng t y nh Pamona vy).
Tip th trng l mt trn chin ginh s chn chnh.
Nhn hiu ng nht thng hnh dung ch th ca h l
nhng k lm hng gi.
Mt v tr th hai gii khng c rt r. Khi bn chu
thua khng t trong tm tr thnh v tr s mt, bn t hi
mnh. Khng nhng i vi i th m cn i vi tt c mi
ngi trong cng lnh vc na.
Nhn li cu chuyn ca hng Burger King nhng nm va
qua. N gp kh khn trong v tr s hai ca k ngh
[49]

bnh m kp tht. Thay i ban gim c, ch nhn mi, v

mt on cc cng ty qung co.
Khng cn phi xt li nhiu lm cng thy li lm ca
n.
Nhng nm thnh cng nht ca Burger King l thi gian
n tn cng. Hng qung co hy n theo cch ca
bn (Have it your way), c giu ct Mc Donald sn
xut bnh m kp tht theo kiu hng lot. Ri tip theo
l Nng ch khng chin (Broilling, not frying) ni chin
s c nhiu m hn nng. Khng l nh bi Mc to
ln (Whopper beats big Mac). Tt c cc chng trnh trn
gip Burger King gi vng v tr s hai ca mnh.
Ri v l do khng ai bit, Burger King b qua Lut i
Nghch ca tip th. N tr nn rt r v ngng tn cng Mc
Donalds. Cc khu hiu: Thc n ngon nht cho thi gian
nhanh nht (the best food for the best time). chng ti
lm theo cch anh lm (we do it the way you do it) H
cn bt u mt chng trnh thu ht tr em m khng bit
rng sc mnh chnh ca Mc Donald l lnh vc ny.
Burger King khng th gi vng v tr th hai c na.
Doanh thu gim st v cha khi no hi phc li nh khi v
tr tn cng. Hng Burger King phm sai lm l khng gi
vng ng li i nghch.

[50]

#10 QUY LUT PHN HA

Cng nh vi trng n bo Amoeba phn chia trong ng
nghim, u trng tip th c coi nh l mt i dng
cc chng loi khng ngng pht trin.
Mt loi sn phm bt u nh mt thc th. Nh l my
vi tnh, qua thi gian, chng loi ny phn ra nhiu nhnh,
my vi tnh loi ln (mainframe), loi nh (minicomputer),
loi dng trong kinh doanh (workstation), my c nhn (
Personal computer), loi xch tay (laptops), loi s ghi ch
(notebook), v c c Pen computer.
Cng ging nh vi tnh, xe t bt u vi mt chng
loi c nht ba nhn hiu (Chervolet, Ford, Plymouth)
khng ch th trng. Ri th chng loi ny phn ra. Ngy
nay chng ta c loi xe sang trng, xe gi c trung bnh, xe
gi r. Xe to, xe va, xe nh, xe th thao, xe quay c bn
bnh, xe dng gii tr, xe khch loi nh.
Trong cng nghip truyn hnh, ABC, CBS v NBC c lc
chim n 90% lng ngi xem. Ngy nay chng ta c
hng truyn hnh c lp, hng truyn hnh cp, hng truyn
hnh khng phi tr tin, hng truyn hnh gio dc cng
cng v sp ti chng ta s c cc loi truyn hnh Instore
v Interactive.
Bia cng c khi u tng t. Ngy nay, chng ta c bia
nhp khu, bia ni a. Bia ho hng ( premium), bia bnh
dn, bia nh, bia ti v bia nng. Cn c c bia khng
Acohol (khng cn).

[51]

Lut phn ha nh hng n cc quc gia (dn chng l

v ln xn Nam T). Nn 1776, co vo khong 35
quc, vng quc, quc gia trn th gii. Vo chin tranh
Th gii th hai, s ny tng gp i. Vo nm 1970, c hn
130 quc gia. Ngy nay, khong 190 quc gia c th gii
cng nhn l quc gia c ch quyn.
Nhn vo lnh vc m nhc. C lc ch c nhc c in v
nhc Pop. nh cao ca nhc Pop l chng trnh 10 bn
nhc ng u trong tun (top ten ht of the week).
V tuyn truyn thanh ( radio ) cng bt chc tng t
vi chng trnh 40 bi ng u ( Top 40). Ngy nay,
chng trnh Top 40 tan r v khng phi ch c mt bng
k (one list) nh trc na.
Billboard, thnh kinh ca vic kinh doanh m nhc c 11
bn hay nht ring r ( hit lists): c in ( classic), jazz hin
i, ng qu (country), khiu v (dance), La-tinh (Latin),
Jazz c in, nhc Pop, nhc Rap, nhc Rhythm, nhc blues
v nhc Rock. V c c thy 11 ngi dn u cho 11 loi
nhc. l: Itzhank Perlman, Four-play, Garth Brooks,
Luciano Pavarotti, Micheal Jacson, Mi Mayor, Necesidad,
Dave Grusin, Enya, Public Enemy, Vanessa Williams v
Bruce Springteen. Mi mt trng phi c mt phong cch
ring, mi mt trng phi u c l do ring tn ti. v
mi trng phi c ngi ng u ring, him khi no li l
ngi ng u ca trng phi chnh thng nguyn thy.
IBM l ngi ng u loi Mainframe, DEC loi Mini, Sun
loi workstation Thay v phi hiu nim phn ha ny th
nhiu lnh o cng ty li tin tng rng cc chng loi l s
kt hp. T synergy (lin kt) v t corporation alliance
( lin minh cng ty ) l nhng t thi thng c a
chung trong phng hp cc hi ng qun tr M. Theo
[52]

New York Times IBM ang t th sn sng chp ly giao

din ca tt c cc cng nghip, bao gm truyn hnh, m
nhc, xut bn v my tnh. Theo Times: IBM ht sc
trng ch vo s kt hp ng b ca h thng in thoi
vi cc nh sn xut my vi tnh v truyn hnh. Thng qua
c th pht trin thnh mt mng li thnh tin
(network) c tc cc k nhanh chng. (xem chng 20 :
Lut thi phng).
N s khng xy ra, cc chng loi phn ha ch khng
kt hp.
Cng nh nhn vo dch v ti chnh. Theo bo ch th
trong tng lai chng ta s chng cn c ngn hng, hng
bo him, ngi mi gii chng khon, hay ngi cho vay c
th chp na. Chng ta s c nhng cng ty dch v ti
chnh. Nhng iu cha xy ra.
Hng Prudential, American Express v cc hng khc
ri vo ci by dch v ti chnh. H mua c phiu, bo him
nhn mng v cc ti khon ngn hng. H thch mua mi
mt dch v t nhng cng ty khc nhau.
Cch m ngi dn u cn lm duy tr s p o ca
mnh l t cho mi loi sn phm va ni ln mt nhn
hiu mi, ging nh General Motor lm trc y vi
Chevrolet, Pontiac, Oldsmobile, Buick v Cadillac (va mi
y l Geo v Saturn)
Cc cng ty phm sai lm khi c gng ly mt nhn
hiu c tn quen thuc c mi ngi bit n ca mt loi
sn phm v dng tn t cho sn phm khc.
Mt v d v s phn ca Volkswagen trc y, khi cng
ty gii thiu mt loi xe nh M. Hiu Beetle em li thng
li ln. N chim 67% th trng xe nhp khu M.

[53]

S thnh cng khin hng Volkswagen bt u bn xe

ln hn, chy nhanh hn v c hnh dng th thao. Hng
ly bt c kiu no sn xut c v ch qua M, nhng
khng ging GM, h u gi cc xe ny l Volkswagen.
Qung co ni: cc loi xe Volks khc nhau dnh cho cc
khch hng khc nhau (Different Volks for different folks).
C tt c 5 kiu khc nhau: Loaik Beetle, loi 412 Sedan,
loi Dasher, Thing v c mt loi xe ch khch loi nh
(station wagon). Khng cn phi ni, ch c mt loi xe cn
tip tc bn c, l xe nh Beetle ti M v bt u bn
loi xe gia nh c ln, chy nhanh, gi t mang nhn hiu
Volkswagen.
Gi y th bn li c no l xe Vanagon, xe Sirocco, xe
Jetta, xe Golf GL v xe Cabriolet. H li cn xy dng c mt
nh my sn xut cc la xe mi k l ny.
Tht bt hnh cho Volkswagen, loi xe nh tip tc bnh
trng. T khi ngi ta khng th tm c loi xe bn v
kinh t nh VW, h i hng qua xe Nht Toyota, Honda,
Nissan.
Ngy nay, con s 67% th trng ca Volkswagen tt
xung cn 4%.
Volkswagen khng phi l cc nhn hiu nh chu u
nh Saab v Alfa Romeo, m c Volkswagen l nhn hiu xe
bn chy nht chu u. Xe VW bn ra M tng t nh xe
VW bn ra chu u. Ch c nhn thc ca ngi mua l
khc nhau. M xe Volkswagen c ngha l loi xe nh, xu
x. Khng ai M mun mua mt chic xe to, p hiu
Volkswagen c. ( Chng 4: Lut Nhn Thc).
Mt ch th cnh tranh ca Volkswagen l Honda quyt
nh nhy vo cuc. Thay v dng tn Honda cho loi xe
sang trng, h gii thiu xe Acura. H chn c phng php
[54]

tn km l to ra cc i k Acura ring trnh s nhm

ln vi Honda.
V Acura tr thnh xe Nht loi sang u tin c bn
M, ngy nay Honda bn rt nhiu Acura, nhiu hn l
Volkswagen bn Volkswagen. Hng Honda hin nay c hai
nhn hiu ng u hai loi xe.
iu lm cc nh dn u khng dm ly tn khc cho
mt loi sn phm mi v h khng bit iu g s xy ra
cho cc nhn hiu ang c ca h. Nh General Motors
chm chp trong vic quyt nh sn xut loi xe tt ho
hng nh cc hng Mercedes-Benz v BMW lm c.
Cn mt l do l nu c mt hiu xe mi ng trn xe
Cadillac c th lm cho cc i l xe Cadillac ni gin.
dung ha, GM th c gng chim th trng cao hn
th trng Cadillac bng cch gii thiu xe Cadillac Allante
vi gi 54.000USD. Nh qu bom n, ti sao ngi ta c th
tiu mt s tin nh vy cho mt chic xe Cadillac, trong khi
ngi hng xm c th ngh l h ch tr c 30.000USD?
Khng chi tri c.
Mt k hoch hu ch vi GM l gii thiu mt nhn hiu
mi ra th trng xe Mercedes. (H c th ly li loi xe
LaSalle c in).
Thi im cng ng vai tr quan trng. Bn c th i
qu sm khi a ra mt loi sn phm mi. Tr li thp nin
50, Nash Rambler l xe M loi nh u tin, nhng hng
American Motors khng can m v tin bc gi cho
loi sn phm ny pht trin.
Sm tt hn l tr. Nhng bn khng th i vo tm tr
khch hng trc tin, tr phi bn chun b thi gian cho
vic pht trin.

[55]


[56]

#11 QUY LUT TRIN VNG

Ru l cht kch thch hay cht c ch hot ng? Nu
bn bc vo mt trong hu ht cc qun ru, nh hng
vo mt ti th su sau gi lm vic bn chc chn ru l
mt cht kch thch. Ting n o v ci a l nhng bng
chng mnh m nht. Cn vo lc 4 gi sng th sao? Khi
bn nhn thy mt vi v khch say kht ng trn l ng,
bn s li ngh rng ru l cht c ch hot ng.
V phng din ha hc, ru l mt cht lm gim hot
ng ca c th v tr c mnh nht. Nhng trong mt lc,
gim i s c ch ca con ngi, ru c tc dng nh
mt cht kch thch.
Trong tip th cng xy ra nhng hin tng tng t.
Hu qu v lu di thng ngc hn hiu qu ngn hn.
Doanh s bn ra ca mt cng ty tng hay gim cng
cuc kinh doanh? R rng l trong ngn hn, gia tng doang
s bn ra lm thc y cng cuc kinh doanh. Nhng c
nhiu, rt nhiu bng chng cho thy doanh s bn ra lm
gim cng cuc kinh doanh ca mt cng ty v lu di, bi
v khch hng c ch cho bit l ng mua theo gi bnh
thng.
Bn cnh s kin cho khch hng bit rng h c th mua
mt th no vi gi r hn; mt t bn h gi cn ni g
vi khch hng? N ni rng gi bnh thng ca bn qu
cao. Sau t khuyn mi gim gi chm dt, khch hng c
khuynh hng trnh mua cc tim c ting l hay bn
gim gi.
duy tr s bn cc hng bn l nhn thy hu nh h
phi lin tc bn gim gi. Khng phi l chuyn l khi i
[57]

qua mt dy ph bn l ta tm thy c chc tim vi ca

knh c trang tr bng bin gim gi.
Vic bt tin cho khch mua t c lm tng doanh thu
khng? Cn s tin c bt gia tng trng hp vi con s
xe bn gim i. Doanh s bn xe M gim lin tip trong 5
nm.
Hng bn gh ln nht New York l Seamans c chng
trnh bn gim gi hng tun v Seamans va b ph sn.
Khng c bng chng no cho thy vic bn gim gi
tng doanh s v lu di. Nhiu cng ty nhn ra l h bn
gim gi 3 thng mt ln ch gi cho doanh s khng gim
i m thi. Ngay khi h nhng bn gim gi, doanh s lp
tc tt xung
Ni cch khc, bn duy tr vic bn gim gi khng phi
l tng doanh s m ch cho doanh s ng tt xung
mt khi bn ngng gim gi. Bn gim gi c tc dng nh
mt loi thuc ung. bn tip tc lm bi v nu ngng
thuc th qu au.
Bt c hnh thc bn gim gi no nh phiu gim, khu
tr hay h gi u c khuynh hng mch cho khch hng
l ch nn mua khi no c gi r. nu mt cng ty khng khi
nao bn gim gi ngay t lc u th ra sao? Trong lnh vc
bn l, nhng ngi thng li ln l nhng cng ty thc hin
vic bn gi thp hng ngy, chng hn nh WalMark v K-Mark, cc ca hng c mc tiu th hng ha u
tng ln nhanh chng.
Hu ht khp mi ni bn u thy tnh trng gi c vt
ln ri li tt xung. Cc hng my bay v cc siu th l hai
v d. Tuy nhin, mi y, hng Procter& Gamble c
chuyn bin mi bng cch thit lp mt gi c ng nht,
iu ny c th khi u mt khuynh hng mi.
[58]

Trong i sng hng ngy c rt nhiu v d v vic li

ngn hn v l trong di hn, ti phm l mt minh chng.
Nu bn cp ngn hng c 100,000 -la, b bt vi 10
nm t, bn kim c 100,000 trong mt ngy lm vic
hoc l 10,000 -la mt nm trong mi nm lm vic. ci
ty vo quan im ca bn.
Lm pht c th kch thch nn kinh t trong ngn hn,
nhng v lu di lm pht a n suy thoi kinh t (nhng
ngi khng ca brazil vn cha nhn ra iu ny).
Trong ngn hn, n nhiu tha mn c tm l nhng
v lu di n sinh ra chng bnh bo ph v trm cm.
Trong nhiu lnh vc khc ca cuc sng (tiu tin,
nghin ma ty ) hu qu lu di v hnh ng ca bn
thng ngc li hiu qu nht thi. Vy th ti sao ngi ta
li kh hiu l hiu qu ca chng trnh c tip th ch
t c sau mt khong thi gian?
V vic m rng sn xut thm sn phm ngn hn, vic
khuyn mi khuch trng khng lm thay i gia tng
doanh s. cng nghip sn xut bia l mt minh ha r nt
cho vn ny. Vo nhng nm u thp nin 70,
hng Miller High Life tng vi doanh s tng trung bnh 27%
mt nm. S thnh cng ca Miller c kch ng bi
chng trnh gi ca Miller, chng trnh ny c v cc
cng nhn t thng cho ngy lm vic mt nhc ca mnh
bng mt chai bia Miller vo cui ngy. Ri th Miller cng
tr nn tham lam v nm 1979 gii thiu Miller lite, mt
nim sng gi b chn vi di mt ci tn c m rng ra.
(Chng 2: Lut chng loi).
Trong ngn hn c hai loi Miller c th cng tn ti: Bia
cho cng nhn (High Life) v bia cho vin cha (High lite).
Nhng v lu di vic khuch trng sn phm lm gim bt
[59]

vic tiu th nhn hiu khc. Du n dnh cho bia Miller

High Life l nm 1979, 5 nm sau ngy gii thiu bia Miller.
Trong 5 nm ny doanh s ca bia Miller High Life hu nh
tng gp ba, t 8.6 triu ln 23.6 triu thng. y l hiu
qu ngn hn ca vic gia tng sn phm.
Hiu qu di hn th ti t. t doanh s cao 23.6 triu
thng nm 1979, Miller High Life gim st trong vng 13
nm xung cn 5,8 triu thng vo nm 1991. s st gim
cn tip tc.
Bia Miller Lite c thot c trong vic khuch trng sn
phm khng? Nm 1986, cng ty gii thiu Miller Genuine
Draft. y l loi bia Draft u tin ca hng nn cng ly
tn l Miller v lch s li ti din. 5 nm sau Miller Lite c
doanh s ln n nh ri bt u tt xung. Mt khi s tt
xung bt u, khng c cch no ngn cn c.
Cho n khi bn bit cch phi nhn nhn vo vic g, rt
kh nhn thy nh hng ca vic khuch trng sn
phm, c bit l khi cc gim c ch tp trung vo nhng
bo co qu ti ca h.
Vic xy ra cho bia Miller cng xy ra nh cho
bia Michlob nh vy. ba nm sau khi gii thiu bia Michelob
Light, bia Michelob loi thng (regular Michelob) tng
doanh s ti nh ri gim xung 11 nm lin. ngy nay,
doanh s 4 loi ca Michelob cng li (loi thng, loi nh,
loi mnh v bia en) bn ra 25% t hn 1 mnh loi bia
Michelob thng bn ra vo nm 1978, l nm m Michelob
light c gii thiu.
Vic xy ra cho bia Coors cng ging vy. Vic gii
thiu Coors Light l l do dn n s sp ca Coors
Regular, ngy nay ch bn c doanh s trc y.

[60]

Ngay c vua bia cng xung dc. Sau khi doanh s bn

hng nm gia tng ko di, bia Budmeiser tut dc lin
tip ba nm lin. L do? V bia mi Bud Light.
Bn c th ngh rng bia Miller, Coors hay Anheuser-Bch
m rng sn phm bi v bia nh bn chy trn th trng.
nu bn tm c nhng g thy trn bo ch, bn ngh mi
ngi u ung bia nh. Khng ng vy, ngy nay, 18 nm
sau khi bia nh Miller lite c gii thiu , bia loi nh ch
chim c c 31% trong th trng bia.
Trong lnh vc tip th khc, nh hng ca ngn hn/di
hn ca vic m rng sn phm xy ra nhanh hn na.Qun
o Coca-cola cng xy ra cho Donald Trump (t ph M).
Lc u Donald thnh cng. Ri sau ng khuych
trng ra nhiu nghnh. ng ta t tn Trump cho bt k
sn phm no c ngn hng ti tr: mt khch sn, ba
sng bc, hai chung c, mt hng my bay, mt trung tm
thng mi.
Tp ch Fortune ca ngi Trump: Mt nh u t vi tm
nhn sc bn v vn quay ng vn v gi tr ti sn, mt
nh tip th tinh khn, mt tay bun bn tinh ranh. Cc tp
chTime v Newsweek in hnh Donald ln trang ba.
Ngy hm nay, ng Trumo ca chng ra mc n: 1,4 t
USD. iu g lm ng ta thnh cng trong ngn hn th
cng chnh l ci l do sp ca ng ta trong di hn: s
ni rng hot ng.
Nhn b ngoi tng d dng, nhng tip th th khng
phi l tr chi dnh cho cc tay t.

[61]

#12 QUY LUT M RNG

Nu chng ta b ra ta v vi phm cc lut tip th th c l
phn ln cc cng ty M phi ngi t.
Trong cun sch ny, lut b vi phm nhiu nht l lut
M Rng. iu ti t hn na l cng vic m rng lin tc
m cng ty d phn vo vi mt s c gng v thc. n
cng ging nh t qun ohay ngn ko bn giy ca bn b
y p m khng phi do s v ca bn.
C lc cng ty tp trung vo mt loi sn phm duy nht
mang li nhiu li tc. Ngay sau , cng chnh cng ty li
tri mng ra sn xut nhiu loi sn phm v thua l.
Ly trng hp IBM. Nhiu nm trc u, khi IBM t
trng tm vo vic sn xut my vi tnh ln (mainframe),
cng ty kim c hng tn tin. Ngy nay, IBM tham d
vo mi th v cng ty va vn vn. Nh vo nm 1991,
doanh thu ca IBM l 65 t USD. Rt cuc cng ty l 2,8 t
USD, gn 8 triu USD mi ngy.
Thm vo vic bn my vi tnh loi ln, IBM tip th my
tnh c nhn, my vi tnh cho cc c s, phn mm, h
thng my vi tnh in thoiIBM li cn th nhy vo sn
xut vi tnh dng ti nh (home computers) kiu mi.
IBM nm hng triu USD vo vic sn xut my
Photocopy (sau bn li cho Kodak); Rolm (bn li cho
Siemens), h thng v tinh kinh doanh sp (sp tim).
Khi mt cng ty t c thnh cng qu ln, lun lun
t to ra mm mng rc ri trong tng lai.

[62]

Ly trng hp Microsoft, cng ty thnh cng trong lnh

vc phn mm vi tnh. (d ch c 1/58 kch c ca general
Motors, nhng phiu ca n gi tr hn GM rt nhiu). Chin
lc ca Microsoft l g? C th tm gn trong mt t: More
(thm na).
Nht bo Wall Street Journal vit: Microsoft Corp ang
hng hi tm cch ng tr c vic ng dng phn mm chnh
trong lnh vc my vi tnh c nhn. Micheal Maples, ch tch
th nht ph trch b phn ng dng ca Microsoft cho rng
Cng ty c th chim ti 70% th trng phn mm ng
dng.
Ging iu ny ging ai nh? m hng ging IBM.
Microsoft ang t mnh t chc hot ng nh IBM lm,
vi tt c nhng gi tiu cc.
Microsoft l ngi dn u trong lnh vc vi tnh c nhn,
nhng nay li ang theo ui cc lnh vc hon ton l
lm Preadsheet (chng trnh k ton vi tnh) do Lotus dn
u,Word Processing do WordPerfect dn u v Business
graphics ( Biu kinh doanh) do Harvard dn u.
Microsoft tip tc t cng phng mnh bng cch bnh
trng cc lnh vc mi. va mi y, Microsoft mua li cng
ty Fox Software vi gi 170 USD (bn c th nh c l
cng ty s khai t tn Fox thnh Microsoft).
C nhiu du hiu e da cho s yu km chin lc ca
Microsoft. Bo Economics, u nm 1992 c vit: ng Gate
ang sp t mt lot c sn phm vi nhau da vo ng
ngh chung. Cng vic ny s cnh tranh trong ton th
cng ngh phn mm vi tnh: t my vi tnh ln cho n
my vi tnh nh, t h thng c s d liu ti cc chng
trinh biu. khng c ai trong nn cng ngh phn mm

[63]

lm c vic kinh doanh mo him y phc tp ny.

Mc d IBM th lm v tht bi.
Mt khi bn c gng lm mi th cho tt c mi ngi,
bn s khng trnh c cc rc ri xy n. Mt nh qun
tr niL Ti th mnh mt ni cn hn l yu mi ni.
Vi mt ngha hp, m rng sn phm lin quan ti vic
ly tn ca mt sn phm thnh cng (v d: A-1 Steak
sauce) v t n cho sn phm mi bn d tnh gii thiu (v
d A-1 Poultry sauce).
Nghe c v hp l y. chng ta ly tn A-1, mt loi
nc st chm tht b nhng v ngi ta ang c khuynh
hng n tht g nhiu hn tht b, vy hy lm nc st
tht g. V c tn no tt hn A-1, ngi ta s bit l nc
st chm tht g do cng mt nh sn xut st chm tht b
lm ra.
Nhng m tip th l trn chin ca nhn th ch khng
phi sn phm. Trong tm tr khch hng, A-1 khng phi l
tn nhn hiu m l tn nc chm tht b. Khch hng
thng ni: cho ti chai A-1 v khng c ai phi hi li A1 l ci g?.
C rt nhiu cch m rng sn phm, nhiu nh l cc
hnh tinh trong v tr vy. v hng ngy u c mt cch
mi c ngh ra. V lu di, v vi s cnh tranh nghim
trng, vic m rng sn xut thm sn phm khng bao gi
thnh cng.
To ra nhiu mi v l cch thng dng nht c gng
chim thm th trng. nghe c v ng nhng thc s li
khng nh vy.
Tr li nm 1978, khi 7-up ch c mi v nc chanh
khng c cht cola, n chim c 5-7% th trng ung
khng c ru. ri th hng c thm vo 7-up Gold (7-up
[64]

vng), Cherry 7-up (7-up v anh o). Ngy nay, 7-up ch

cn c 2,5% th phn.
Nhn vo bt c ni no bn u thy du n ca vic m
rng sn phm. cng chnh l ly do ti sao cc ca hiu
cht vi cc nhn hiu (c 1300 loi du gi u, 200 loi
thc n sng lm t ng cc, 250 loi ung khng c
ru).
Mt iu bt di bt dch, bt c nhn hiu dn u mt
loi sn phm no u l loi nhn hiu khng m rng
thm sn phm. ly v d thc n cho tr em. Hng Gerber
chim 72% th trng, b xa hai hng Beech-Nut v Heinz,
l hai nhn hiu m rng sn phm.
Mc cho bng chng l m rng sn phm khng thnh
cng, cc cng ty vn tip tc lm vic ny. y l mt vi
v d:
X bng Ivory. Du gi Ivory?
Ko Life Savers. Ko cao su Life Savers?
Qut ga Bic. V ph n Bic?
Nc hoa Chanel, nc hoa Chanel dnh cho qu ng?
Ru Tanqueray. Ru Vodka Tanqueray?
Bia Coors. Nc ung Coors?
Tng c chua Heizn. Thc n dnh cho tr em Heizn?
Bo USA Today. USA Today trn TV?
Giy th thao Adidas. Nc hoa Adidas?
Qun o Pierre Cardin. Ru Pierre Cardin?
Qun jeans Levis. Giy Levis?
Ed Fogarty, ch tch hng Colgate-Palmolive ni: chng
ti mun nng nhn hiu cn bn ca chng ti ln v gn
nhn hiu ny ln cc sn phm mi.

[65]

David W.Johnson, tng gim c hng sp Cambell: tng

cng v m rng phm cht cao, dng nhn hiu hin c
cho cc sn phm mi hn l pht hiu nhn hiu mi.
Ch tch cng ty Del Monte: chng ti n lc mt ci tn
duy nht, chng ti ang ni rng ci tn Del Monte cho cc
loi sn phm mi
Deniel Abraham. Ch tch cng ty Ultra Slim-Fast: S c
cc loi xp, m ng, nc trn salat, nc soda, nc tri
cy v cc loi thc ung king c gi l Slim-Fast Plus.
(Chc may mn v chc ng Abraham ng ngon).
Ti sao cc cp qun tr cao nht li tin tng rng vic
m rng sn phm s thnh cng mc cho nhng bng
chng xy ra tri ngc hn? Mt l do l vic m rng sn
phm s thua l v lu di nhng li thng li trong ngn
hn (iu 11: Lut trin vng).
Ban gim c cng b m mt v nhng s trung thnh
cc k vi cng ty hay nhn hiu. Ti sao cng ty Pepsi c
th a sn phm Crytal Pepsi hay l s tht bi ca Pepsi
Light v Pepsi AM cha sc thuyt phc?
Nhiu hn chnh l t i. Nhiu sn phm hn, tin kim
c s t hon. Tng ht tc v mi hng. hnh nh
l li ku gi ca cc cng ty. Khi no cc cng ty mi thuc
c bi hc l m rng sn phm chnh l con ng dn
n s lng qun?
t l nhiu hn. Ngy nay nu bn mun thnh cng, bn
phi thu hp trng tm to c mt ch ng trong tm
tr ca khch hng.
IBM l i din ca ci g? N tng l i din lnh vc
my vi tnh ln (mainframe computer). Ngy nay n l mi
th khc,ngha l khng g c.

[66]

Ti sao cng ty Sears, Roebuck gp rc ri? bi v h

mun tt c mi th cho tt c mi ngi. Hng Sears rt
thnh cng trong vic kinh doanh cc mt hng cng (my
mc), ri th n chy qua kinh doanh hng mm v thi
trang. Cng ty li cn thu c ngi mu Cheryl Tiegr.
(khng bit cc c ngi mu thi trang c thc s mua vy
tm ngn ca h cc ca hng Sears hay khng?).
Trong ci nhn c l, mt chin lc kinh doanh phi bao
gm vic khuch trng tt c mi tm nhn. Ni cch khc,
loi nim hay kin no ln bao trm tt c cc sn
phm v dch v ca cng ty cho th trng hin ti v d
tnh cho th trng tng lai?
Trong ci nhn c l chin lc l mt ci lu vi ln. Bn
phi cng ci lu cho ln n c th gi tt c nhng g
bn mun trong .
IBM dng mt ci lu my vi tnh rt to. KHng c g
thuc v lnh vc vi tnh ngy nay cng nh tng lai lt ra
ngoi ci lu vi ca IBM (the IBM tent). y l mt cng
thc ca thm ha. Mt khi cc cng ty mi, sn phm mi,
tng mi xm nhp u trng vi tnh nh mt cn gi,
IBM s b thi bay mt.
Bn khng th bo v mt th trng my vi tnh ang
tng trng, ngay c khi bn mnh kinh khng v ti chnh
nh IRM. Trn quan im chin lc bn phi tuyn la,
nm bt v la chn cn thn tng lnh vc cng ci lu
ca bn ln.
V tnh chin lc, General Motors cng l hi ng
thuyn vi IBM. GM khng b qua bt c ci g v tt c
ci g ln trn bnh xe. Xe du lch, xe th thao, xe r tin,
xe mc tin, xe ch hng ln, xe ch cc loi nh, ngay c

[67]

xe chy bng in. Vy th chin lc ca GM l ci g? Nu

ci g ln c trn ng l h rt theo.
i vi nhiu cng ty, m rng sn phm l mt cch d
dng nht. Pht ng mt nhn hiu mi khng nhng cn
tin bc m cn phi c kin hay nim. mt nhn
hiu mi c c thnh cng, n phi l nhn hiu u tin ca
loi sn phm . (chng 9: Lut i nghch). Cc cng ty
i cho n khi c mt th trng mi c trin khai th hai
v tr ng u c ngi chim mt ri. V vy h li quay
tr li vi chiu hng m rng sn phm c.
Phng thuc tr bnh m rng sn phm l s can m
ca cng ty, mt mt hng him hoi trong thi bui hin
nay.

[68]

#13 QUY LUT HI SINH

Lut hi sinh i ngc li vi Lut m rng. Ngy
nay, nu bn mun thnh cng, bn phi b bt i. C
ba th phi hi sing: sn phm, th trng. c nhm
ti v s thay i lin tc.
Th nht: sn phm. sch no vit rng mun bn
c nhiu bn phi bn nhiu hn?
Mt dy chuyn sn xut th l mt trang sc ph
phim dnh cho k thua cuc. Nu bn mun thnh cng,
bn phi gim bt sn phm ca dy chuyn sn xut ch
khng phi m rng ra.
Hy coi trng hp cng ty Emery Air Freight. Emery
tham d vo kinh doanh dch v chuyn ch hng ha g,
bn c th gi qua Emery. Gi hng nh, kin hng ln, gi
nhanh trong m, gi chm.
T mt quan im tip thi, Federal Express lm g? Hng
ch tm vo mt dch v: gi gi hng nh qua mt m l
n. V ngayf nay Federal Express tr thnh cng ty ln
hn Emert gp bi. Sc mnh, s hy sinh ca Federal
Express c th t t overnight vo tm tr khch hng. Khi
cn, nht thit phi ti sau mt m, bn hy gi Feredal
Express.
Ri sau Feredal Express lm g? Hng lm ging
nh Emery lm. N vt i v tr overnight bng cch
mua li Hng Tiger Internationals Flying Tiger cargo line vi
gi 10 triu USD. By gi Federal Express tr thnh hng
ch hng bng my bay trn khp th gii m khng c
c v tr khp th gii (worldwide position). Trong thi
[69]

gian c 21 thng, Federal Express l 1,1 t USD cho hot

ng quc t.
Tip th l mt tr chi chin tranh tm l. l trn
chin ca nhn thc, khng phi ca sn phm hay dch v.
Federal Express lm ch v tr overnight.Trong u khch
hng, Federal Express l hng gi hng nhanh qua m. Khi
chuyn qua kinh doanh trong th trng quc t, Federal
Express phi i u vi mt tnh trng tip th kh x.
Phi dng mt ci tn quc ni cho cc hot ng quc t?
Hay phi sng to ra mt ci tn mi c tnh cch ton cu.
Hn th na, lm th no hng c th ng u vi
DHL, vn l mt cng ty tham d vo dch v vn chuyn
ton cu trc tin.
Tht t hi khi Federal Express b ri
nim overnight, t hn na l hng khng tm cch
thay i n bng mt nim mi.
Hng Eveready ng u lnh vc bnh in (accu) t lu.
Nhng cng ngh mi pht trin, nh trong hu ht cc nn
cng nghip. Cng ngh u tin thay i cng cuc kinh
doanh bnh in l loi bnh in mnh (heavy-duty
battery). Bn s gi loi bnh in mnh l g nu tn ca
ca bn ang ng u lnh vc bnh in. C l bn s gi
n l Eveready heavy-duty battery (bnh in mnh
Eveready), cng l iu m Eveready lm.
Ri n loi bnh in alkaline xut hin (bnh in s
dng cht kim). Mt ln na, Eveready gi loi bnh in
alkaline ca h l Eveready alkaline battery. iu ny hnh
nh c ngha.
Ri th hng P.R Mallogy gii thiu mt dy chuyn sn
xut in alkaline v ch sn xut loi bnh in ny thi.

[70]

Hn th na cng ty t mt ci tn hay hn cho n l:

Duracell.
Sc mnh hi sinh ch sn xut bnh Duracell cho php
cng ty a c nim bnh in bn lu( long-lasting
battery) vo u khch hng. Qung co ni: bnh in
Duracell bn gp hai bnh Eveready. Hng Eveready buc
phi i tn bnh in Alkaline ca mnh thnh Energizer,
nhng tr qu mt ri. Duracell tr thnh ngi dn u
trn th trng bnh in.
Th gii kinh doanh ph y dy nhng tri ngc, to ln,
a dng, nh b, chuyn bit. Nu s m rng sn phm v
s a dng l chin lc th trng hu hiu, bn hy trng
i thy s pht trin mt cch ton din. Nhng nu
khng hu hiu, hu ht gp rc ri.
Tng hp l yu km. Trng hp Hng Kralt. Mi ngi
ngh l Kralt l mt nhn hiu mnh. Trong lnh vc mt v
thch. Kralt ch c 9% th trng, trong khi hng Smuckers
c ti 35%. Kralt c ngha l mi th, nhng ri mt ci tn
nh Smuckers, phi l mt v thch bi v l tt c
nhng g hng Smuckers lm ra. V xt mayonnaise, Kralt
c 18% th trng. Nhng hng Hellmanns c ti 42%.
(Kralt c mt nhn hiu ng u nu ni v s chim
lnh th trng. Tuy nhin, nhn hiu ny li khng mang tn
Kralt, l nhn hiu Philadelphia. Mt loi kem ph mai
chim ti 70% th trng loi ny).
V cng ngh bn l, ngy nay cc nh bn l no gp
rc ri? l cc trung tm bn hng tiu dng. V loi ca
hng no gp rc ri? l nhng ca hng bn mi th.
l cng thc cho thm ha.
Cc nh bn l Campeau, L.J Hooker v Gimbels, tt c
u gp rc ri. Cng ty bn l Ames v cng ty Hills va
[71]

tuyn b ph sn. Ngay c cng ty ni ting nht th gii v

h thng bn l l Macys cng ph sn.
Cc h thng bn l gia cc bang cng b ph sn. V
vy, cng ty Interstate Department Stores kim tra s
sch v i ti quyt nh t trng tm vo mt loi sn
phm duy nht em li li tc: chi tr em. Cng ty cng
i tn l Toys 2US. Ngy nay, Toys 2US chim lnh 20%
th trng chi tr em ton quc. Cng ty c li rt nhiu.
Nm va qua, cng ty c li nhun l 326 triu USD trn
doanh s l 5,5 t USD.
Rt nhiu cng ty bn l thnh cng nh theo cng
thc ca Toys 2US: thu hp trng tm sn xut v gia
tng khi lng hng ha.
Cc hng Staples (cung cp vn phng phm) v
Blockbuster Video l hai v d.
Ni chung v cc lnh vc bn l, nhng ngi thnh cng
ln l nhng nh chuyn bit:
Cng ty Limited. Chuyn bn qun o loi cao cp cho
ph n i lm.
Cng ty Gap. Chuyn bn qun o mc do ph cho cc
thanh thiu nin.
Cng ty Benetton. Chuyn v loi qun o len v si bng
cho thi trang tr.
Cng ty Victorias Secret. Chuyn loi qun o lt khu
gi.
Cng ty Foot Locker. Chuyn bn giy cho cc vn ng
vin.
Cng ty Banana Republic. Chuyn bn qun o mc i
sn, cm tri.

[72]

(Mt khi m Banana Republic c th thnh cng v mt

h thng qun o nh vy, chng ta bit rng chng ta ang
sng trong mt thi i chuyn bit).
Hy bn ti s hi sinh th hai: Mc tiu th trng
c nhm ti.
Ai tng vit l bn phi tm cch hp dn tt c mi
ngi?
Trng hp nc Cola. Coca-cola i vo tm tr khch
hng trc tin v to c mt v tr tht mnh. Vo cui
nhng nm 50 chng hn. Coke bn gp 5 ln Pepsi. Lm
th no Pepsi c th chng li v tr mnh nht ca Coke?
Vo nhng nm u ca thp nin 60, Pepsi-cola pht
trin mt chin lc da vo khi nim hi sinh. Cng ty hy
sinh tt c mi loi th trng tr th trng cho gii tr. Sau
cng ty sng sut khai ph th trng ny bng cch
dng cc thn tng ca gii tr: Micheal Jackson, Lional
Richie, Don Johnson.
Trong vng mt th h, Pepsi xa m c khong
cch bit. Ngy nay, Pepsi ch km Coca-cola c 10% trn
th trng M. (Tht ra ti cc siu th, Pepsi-cola bn nhiu
hn Coca-cola).
Tuy vy, trong vic thnh cng ca Pepsi, p lc bnh
trng lu vi lun lun hin hu. Va mi y n u
hng s cm d. Tp ch Avertising Age: Hng Pepsi-cola
qu ln cho th h Pepsi (gii tr). Mt hot ng tip th
ang ging cao l c Pepsi nh l ung khng c
ru cho qun chng.
Khu hiu mi ca Pepsi Phi c bng c. Qung co
a hnh nh nhng ngi ln tui nh Yogi Berra v Regis
Phibin ang ung Pepsi.

[73]

Cc qung co cho Pepsi trc y t trng tm vo

gii tr nhiu qu, i din hng qung co BBDO cho Pepsi
ni: chng ta c th kim c nhiu tin hn v chng ta
cn phi m rng chn tri ca chng ta c mt ci li
rng ln hn v tm c nhiu ngi hn.
Theo tp ch Fortune, Coca-cola l nhn hiu mnh nht
th gii. Khi m mt cng ty nh Pepsi-cola tng pht
trin mt chin lc thu hp trng tm ngay trc mi ca
cng ty dn u, ti sao n li phi thay i chin lc mnh
m ca n? Ti sao c s tin tng thn thnh l ci li
rng hn s tm c nhiu khch hn trong khi c rt
nhiu trng hp tri ngc.
Ly v d hng Budweiser, Ch tch cng ty ni: Khi
chng ta m mt nh my cho Budweiser, chng ta phi nh
ht ton b nhng ngi trn 21 tui, d h l nam hay n,
en hay trng.
Hy xem cc qung co thuc l, n a c n ng ln
n b vo qung co. Ti sao vy? Th ra trong thi i m
hu ht nhng ngi thuc l l n ng, cc hng thuc l
mun m rng th trng ca h ti c ph n na.
Vy th Philip Moris lm ci g? Hng thu hp trng tm
vo n ng m thi. Hng cn thu hp hn na vo loi
khch hng n ng hn na, cc chng cao bi. Nhn hiu
ny ly tn l Marlboro. Ngy nay, Marboro l hiu thuc l
bn chy nht th gii. Ti M, Marlboro l loi thuc l bn
chy nht cho c n ng v ph n.
Mc tiu khng phi l th trng. Ngha l hnh nh mc
tiu trn th trng ca bn khng phi ch l nhng ngi
thc s s mua sn phm ca bn. D cho mc tiu ca
Pepsi cc thanh nin, nhng th trng s l tt c mi

[74]

ngi. Mt ngi 50 tui mun cho mnh l 29 tui s ung

Pepsi-cola.
Mc tiu cc qung co ca Marlboro l cc chng cao
bi, nhng th trng l tt c mi ngi. Bn c bit M
cn li bao nhiu cao bi khng? Rt t. ( Tt c u ht
Marlboro).
S hi sinh cui cng: Thay i lin tc.
u vit l bn phi thay i chin lc mi nm khi
duyt ngn sch?
Nu bn c gng theo ui th trng, bn s chch khi
ng i. Cch hay nht duy tr mt v tr ph hp l
khng thay i ngay.
Hng my bay People Express c mt v tr thu hp xut
sc khi khi s. l mt hng my bay khng c g c
bit, khng ch tm n mt thnh ph no, gi c r mt.
Chng ai leo ln my bay ca People Express m li ni:
Chng ta i u y?. H khng cn bit i u, min gi
r l .
People Express lm g sau khi tr nn thnh cng? N c
gng lm tt c mi th cho tt c mi ngi. Hng u t
vo my mc mi, nh mua Boeing 747. N bt u nhm
vo cc thnh ph ln c nhiu ng bay nh Chicago v
Denver, cha k n chu u na. Hng mua li Frontier
Airline. Hng thm tht nhiu th, nh thm gh hng nht.
People Express mt cao nhanh chng v ch thot c
Ta n ph sn bng cch bn li cho hng Taxes Air.
Mt khc, hng White Caslte, cha khi no thay i v tr,
Mt White Caslte ngy nay ging ht mt White Caslte cch
y 60 nm, cng ch bn cng mt sn phm frozen
Sliders(tht ming ng lnh) vi gi r khng tng tng
c. Bn c tin l li nhun trung bnh hng nm ca White
[75]

Caslte l hn 1 triu USD khng? (Nhiu hn ca Bugger

King v khng thua Mc Donalds nhiu lm). Thnh cng cho
nhng ai dm hi sinh.

[76]

#14 QUY LUT THUC TNH

Trong chng 6 (Lut c quyn) chng ti nhn
mnh rng bn khng th lm ch mt t hay mt v th m
i th lm ch. Bn phi tm ra mt t ring cho mnh. Bn
phi tm c mt thuc tnh khc.
Thng thng cc cng ty c rp tm loi tr hng ng
u. H l lun: H phi bit h ang lm g. Vy th
hy lm mt vic tng t. khng phi l tng tt.
Tt hn ht l bn phi tm ra mt thuc tnh ngc li
bn chng li i th dn u. T chnh yu y l t i
nghch, ch khng phi t Tng t. Tng t khng lm g
c.
Coca-cola l nguyn thy v l s la chn ca ngi
ng tui. Pepsi thnh cng viwf t cho sn phm ca mnh
l ca th h tr hn.
Mt khi hng kem nh rng Cresst lm ch
t cavities (su rg) th cc hng km nh rng khc phi
trnh t ny v nhy vo c thuc tnh khc nh mi v,
trng hn, bo v hi th, v va mi y l t cht xt.
Tip th l trn chin ca tng. vy nu mun thnh
cng bn phi c tng hay, thuc tnh ring ca mnh
t trng tm c gng ca bn vo . Nu khng c, tt
hn ht l bn phi bn gi r, tht l r.
C ngi ni tt c thuc tnh u khng sng to ngang
nhau. Mt vi thuc tnh quan trng hn i vi khch hng
hn l cc thuc tnh khc. Bn phi th nghim v lm ch
c thuc tnh quan trng nht.
[77]

Ngn nga su rng (cavities) l thuc tnh quan trng

nht ca kem nh rng. N c ngi lm ch. Lut c
quyn nhn mnh iu n gin l mt khi thuc tnh no
b i th t trc, coi nh b mt lun. Bn phi tin ti
mt thuc tnh km hn gvaf chp nhn phn chia th trng
nh hn. Cng vic ca bn l nm cc thuc tnh khc,
phng i gi tr thuc tnh ca bn, v nh vy s gia tng
phn chia ln hn.
Trong nhiu nm nay, IBM ng tr th gii my vi tnh vi
cc thuc tnh ca h nh to ln (big) v rt mnh
(powerful), cc cng ty tm cch bn mng n cc thuc
tnh ny u khng thnh cng. Cc cng ty RCA, GE,
UNIVAC, Buroughs, Honeywell, NRC v Control Data tn
rt nhiu tin vo my vi tnh loi ln (mainframe). Ri th
mt cng ty mi ni t Boston a ra thuc tnh nh v
my vi tnh loi nh (minicomputers) ra i. Ngy
nay, nh (Small) ln ln n mc m quc my
ln IBM gp phi rc ri trm trng.
Mt cng ty khng h ci ct vi thuc tnh, c tnh cht
ngc hn vi sn phm hin c ca n l Gillette, cng ty
hng u th gii v li dao co. Cng ty ng tr th gii
vi cng ngh li dao co cao cp v hp dao
co Cartridge. Khi mt cng ty mi ni ln Php a ra
mt thuc tnh phm cht i nghch hng l dao co dng
mt ln disposablerazor. Gillette c th ci ct v tip tc
nghin cu xem ngi M thch loi dao co c ch to
bng cng ngh cao cp, t tin, nng n no. Nhng h
khng lm nh vy.
Thay vo Gillette a ra mt loi dao co mt ln ca
ring h v gi n l Good News. Bng cch tn nhiu
tin, Gillette thng trn dao co mt ln ri b.
[78]

Ngy nay, dao co Gillette Good News ng tr lnh vc

dao co dng mt ln ri vt i.N ln mnh ti mc hn c
cng cuc kinh doanh li dao co. Vn o c: Bn
khng th d on c tm c cc thuc tnh mi, vy
ng bao gi ci ct.
Burger King khng thnh cng trong c gng ly thuc
tnh fast ca Mc Donald. L ra Burger King phi lm g?
Dng mt thuc tnh ngc li? L d nhin t i nghch
chnh xc nht l Slow khng thch hp cho lnh vc bn
thc n nhanh. (D vy, c mt yu t c tnh chm chp
(Slowness) trong nim nng (Broilling) ca Burger
King).
Vo bt k tim Mc Donalds no mt ln thi cng
thy mt thuc tnh khc m Mc Donalds lm ch: tr
em.
y thc s l ni m tr con li ko cha m vo, v Mc
Donalds chng t c iu ny. y l trng hp
tng t nh trn chin gia Coca-cola v Pepsi. Nu Mc
Donalds lm ch tr con, th Burger King c c hi t mnh
vo v tr th ch l ch dnh cho ngi ln, bao gm c tr
em v khng mun b gi l con nt. Nh vy s thu ht tt
c mi ngi trn mi tui (mt th trng khng n ni
t).
lm cho nim thnh cng. Burger King l ra phi
p dng lut hy sinh, a ht th trng con nt cho Mc
Donalds. Trong khi lm nh vy s mt i mt t khch,
nhng ng thi Burger King cng dn c cho Mc
Donalds nhn hiu l kiddieland (vn tr) (Chng 9:
Lut i nghch).

[79]

a khi nim ny vo tm tr khch hng, Burger

King cn c mt t. T ny c th l t Grow up (ln dn
ln). Ln dn ln vi v tht nng ca Burger King.
Khi nim mi cho Burger King cng c th lm cho Hi
ng qun tr Mc Donalds lo s v kinh hong, lun lun
l du hiu tt ca mt chng trnh hu hiu.

[80]

#15 QUY LUT NI THNG

Bn cht ca cng ty hay con ngi l chng li s tha
nhn mt vn . T nhiu nm ri, sc mnh ca t duy
tch cc c nhi nht vo u c chng ta. T duy tch
cc l ti v tn ca sch v v bo ch. Nh vy c l
bn ngc nhin khi ni rng cch hu hiu nht lt vo
tm tr khch hng l tha nhn mt khuyt im trc ri
sau chuyn thnh u im.
Avis ch ng th hai v dch v cho thu xe t.
Vi ci tn nh Smuckers, phi l th tt.
Xe hi VW kiu 1970 s v tr xu x lu bn hn.
Joy nc hoa t tin nht th gii.
Ci g xy ra vi cc khu hiu trn vy?
Hnh nh bng dng ca s trung thc hin hu trong
chng trnh tip th?
Trc tin v hn tt c, li th nhn lm bt gin nhiu
nht. Mi mt tuyn b v khuyt im c nu ra s c
chp nhn ngay, l s tht. Mt khc, mt tuyn b v
u im tch cc c coi nh l t khen mnh, c bit l
trn phng din qung co. Bn phi c bng chng
chng minh c u im khch hng hi lng. Cn hn
loi tha nhn khuyt im chng cn c bng chng.
Xe VW kiu 1970 s v tr xu x bn lu Khch hng
s ngh, mt ci xe xu x bn ngoi nhng my mc ng
tin cy.

[81]

Joy-nc hoa t tin nht th gii. Khch hng s ngh

nu ngi ta dm tr ti 375 USD cho khong 30 mililit, th
ng l loi nc hoa tuyt ho.
Vi ci tn nh Smuckers phi l th tt
Hu ht cc cng ty, c bit cc cng ty gia nh, khng
bao gi a ct vi ci tn ca h. vy m cng ty gia nh
Smucker lm nh vy, l ly do ti sao n dn u
trong lnh vc sn xut mt v thch. Nu tn ca bn xu,
bn c hai la chn: i tn khc, hay a ct vi ci tn
. Mt vic m bn khng th lm c l b qua ci tn
xu. l l do ti sao ngy nay bn khng cn tm thy
cc loi bia Gablings, Grolsch v Gresediek siu th na.
Avis ch l hng hai v dch v cho thu xe. Th ti sao
li dng n? Chc n s phi c gng phc v nhiu hn.
Mi ngi u bit rng Avis ch l hng hng hai v dch v
cho thu t. Th th ti sao khch hng li chp nhn cc
s tht hin nhin ?
Tip th thng l tm kim s hin nhin, mt khi bn
khng th thay i c tm tr khch hng c hnh
thnh t trc, mi c gng tip th ca bn phi tp trung
vo vic s dng cc chng trnh tip th bo thng minh
nh chng trnh ca Avis, ch l mt hng hng hai.
T duy tch cc c ca tng thi qu trn h thng
thng tin ln mnh trong x hi ca chng ta khin ngi
ta phng v thnh trng i vi cc cng ty mun bn ci
g cho h. Tha nhn mt vn l iu m t cng ty
lm.
Khi mt cng ty bt u tha nhn mt vn , ngi ta
thng c khuynh hng ci m hn vi n. Hy ngh li khi
c ai n vi bn v nh gii quyt vn g, bn thng
st sng tham d v gip ngay. By gi ngh coi, nu c
[82]

ngi bt u cu chuyn vi s tn dng vic h ang

lm, c l bn s t thch th hn nghe.
Vi thi c m ca ngi ta bn ang c mt v tr tt
bn kin ca bn. Cch y vi nm, hng Scope bc
vo th trng nc sc ming vi t nc sc ming v
ngon. Gi l Listerine c v kinh khng. Hng Listerine
phi lm g? Chc chn khng th ni vi khch hng l mi
v ca Listerine khng h n nh vy u. iu cng
cng c thm nhn thc tiu cc ca khch hng v sn
phm. Tnh trng c th ti t hn. Thay v vy, Listerine
thng minh hn s dng Lut Ni Thng: ci v m bn
ght hai ln mt ngy. Khng nhng tha nhn l ngi ta
thc s khng a mi v . ( By gi l s tht m).
iu ny a n tng l Listerine dit tr vi khun.
Khch hng s lp lun cho rng ci g c mi v thuc st
trng chc chc s tiu dit vi khun, cn khng hong i
qua nh ni thng.
Mt v d khc, hng General Foods tha nhn l loi
thc n sng ng cc hiu Grape-Nuts l em n s thch
th t t v ngh ngi tiu th ca hng th n trong
mt tun. Doanh s ca n tng ln 23%.
Ghi nhn sau cng: Lut ni thng phi c s dng
tht cn thn v vi k thut cao. Th nht khuyt im
ca bn b nhn rng ri nh l mt khuyt im. N
phi gi ln s ng ngay trong u khch hng. Nu
khuyt im cha c ghi nhn nhanh chng, khch hng
s thy bi ri v l lng iu ny l ci g vy?.
Th hai, bn phi chuyn ngay qua u im. Mc ch
ca s ni thng ra khng phi l li xin li. Mc ch ca ni
thng l to ra mt li ch thuyt phc khch hng ca
bn.
[83]

Lut ny ch chng minh mt cch x th c k: Tht th

l chnh sch tt nht.

[84]

#16 QUY LUT N NHT
Nhiu nh tip th nhn thy s thnh cng nh l

s tng hp ca nhiu n lc.
H ngh l d vi bt c chin lc no vn c th thnh
cng nu c n lc ng mc trong thc hin. Nu h lm
vic vi hng dn u v mt loi sn phm, h thng
phung ph sc lc vo nhiu chng trnh khc nhau v hnh
nh h ngh rng cch tt nht pht trin l tham d vo
mi th.
Nu h khng cng tc c vi hng dn u, h thng
c gng lm nh mnh ang dn u, nhng tt hn mt
cht na. Cng ging nh trng hp tng thng Saddam
Husein ni rng iu chng ta cn lm l chin u hng
hn mt cht v ri vt v trt lt. C gng nhiu hn
khng phi l b quyt thnh cng trong tip th.
D bn gp phi cc nhc hn hay gp thun li hn th
s khc bit cng khng nhiu. Cng ty ln hoen th Lut
bnh qun cng loi i nhiu hn nhng li th khi n c
gng lm nhiu hn.
Lch s chng minh rng, t c hiu qu, ch c
mt iu duy nht c th lm c trong tip th l hnh
ng to bo. Ni cch khc, trong mt tnh hung no ,
ch cn mt hnh ng cng t c nhng kt qu ng
k.
Cc v tng gii thng nghin cu trn a v tm ch
cho mt cuc tp kch to bo m k th t nht. Tm
[85]

kim mt ci l kh. Tm kim nhiu hn mt thng l

iu khng th c.
Nh chin lc qun s B.H. Lidell Hart gi cuc tp kch
kia l tuyn t c ch tm nht. Qun ng Minh b
ln Normandy, mt ch m sng v ngm khin ngi
c cho rng khng ai chn lm ni b ht.
Trong tip th cng vy. Thng thng th c mt ch
m i th c th b tn thng. V ch chnh l im m
ta phi tptrung ton lc lng xm chim. Cng nghip
sn xut xe t l mt trng hp th v v im ny.
Trong nhiu nm, sc mnh chnh ca hng dn u GM l
loi xe trung bnh. Vi nhng nhn hiu nh Chevrolet,
Pontiac, Oldmobile, Buick v Cadilac. GM chin thng d
dng Ford, Chryler v American Motors. S thng tr ca GM
tr thnh huyn thoi.
Vic thnh cng trong tip th cng ging nh thnh cng
trong lnh vc qun s: yu t bt ng.
Tng Hannibal vt qua ni Alps, mt con ng tng
nh khng th qua c.
Hitler i qua tuyn phng th ca Maginot v chuyn
on b binh qua ng Ardennes, hnh lang ca tuyn
Maginol ni m ngi Php ngh rng xe tng cng khng
th i c.
Trong nhng nm va qua ch c hai cuc tn cng mnh
chng li GM. C hai u l nhng hnh ng bc sn
qua chin ly Maginol ca GM. Ngi Nht n mt cch
thm lng vi cc hiu xe Toyota, Datsun, v Honda. Ngi
c n rm r vi loi xe cao cp l Mercedes v BMW.
Vi s thnh cng ca cc cuc tn cng bc sn ca
ngi Nht v ngi c, GM b y n vic phi gi cho
ngun d tr an ton bng cch c gng chng cho cc
[86]

xe ng hng u v cui ca dy chuyn sn

phm. Cadillac gi qu r ngn chn loi xe t tin nhp
khu t c.
Trong mt c gng tit kim tin v duy tr li nhun, GM
thc hin mt quyt nh quan trng l ch ch to nhiu
loi xe c trung bnh dng cng mt loi sn xe. V th l
khng mt ai c th phn bit ni s khc nhau gia mt
xe Chevrolet vi mt xe Pontiac, hay mt xe Oldsmobile vi
mt xe Buick na, tt c u ging nhau nh c.
S ging nhau ca cc xe lm yu i loi xe c trung
bnh ca GM v m ng cho Ford vi loi xe kiu dng
chu u l Taurus v Sable. V ri ngi Nht nhy vo th
trng vi xe Acura, Lenux v Infiniti. Gi y GM suy yu
mi ch.
V nc ung Coke. Hin nay, Coca-cola ang chin u
mt cuc chin hai mt vi Coke nguyn thy v Coke mi.
Trong khi Coca-cola khi phc li th trng th Coke mi
(New Coke) ang l lng.
Chng ta thy v s khu hiu ca Coca-cola: chng
ti c mi v cho bn. S la chn thc s. Bt ly ln
sng. , trng, xanh v bn. Bn khng th nh bi
cm gic. V mi y l bn khng th nh bi th thit.
Khng c hnh ng no ht, d ch l mt ngn tay.
Cc v lnh o ca Coca-cola tip tc c gng. Hng cn
mn c mt hng c ti sn ca Hollywood ng gp
kin sng to.
Hin nay, mi ngy u c hng on ngi tin vo
phng hp ca Coca-Cola bang Atlanta trng ln
nhng khu hiu mi. Ban lnh o cao cp ca Coca-cola
s ngi quanh bn hp bn ci vi ch l sng to ra
s nng ng. Trong khi l thuyt cho rng ngu nhin c
[87]

th s em c tng ng. Nu bn by ra tt c
tng bn c th ngh ti, y chng phi l ng li hu
hiu lm vic. Coke cn c c s tin b ngoi vic
mua bn. Nh chng ta thy, Cole ch c hai con ng
la chn: mt l bc li, hai l tin ti.
Trc ht Coke phi ngm ng nut cay v gt b New
Cole. Khng phi v n lm thua l hay mt mt nhng v s
kin hi hu ca New Coke cn tr cng ty trong vic s
dng mt v kh hu hiu m n c.
Vi vic a New Coke vo kho lu tr, Coke c th s
dng Lut trng tm v a li khi nim th thit
dng chng li Pepsi.
n sng, Coke c th ln i truyn hnh v ni vi th
h Pepsi, c thi cc em nh, chng ti khng tm cch
p cc em. Khi nao cc em sn sng cho th thit, chng ti
c cho cc em. c th bt u cho s chm dt ca th
h Pepsi. ( Nu Pepsi-cola khng t hi mnh trc).
y khng phi ch l mt tng n gin v mnh m,
nhng n c thc s l mt chuyn ng c th lm c
ca Coke. N s khai thc ch mt t m Coke lm ch c
sn trong u ca khch hng: the real thing (th thit).
tm kim mt tng hay nim n thun, cc gim
c tip th phi bit ci g ang xy ra trn th trng. H
cn phi li bn ngay tuyn u ca mt trn, H cn phi
bit vic g lm c, vic g khng. H phi thc s vo
cuc.
Bi v ci gi phi tr cho nhm ln qu cao, ban gim
c khng th giao cho ai thc hin nhng quyt nh quan
trng c. iu xy xy ra cho hng GM. Khi cc
nh ti chnh nm quyn, cc chng trnh tip th sp .
Mi quan tm ca cc nh ti chnh l cc con s khng,
[88]

khng phi nhn hiu. iu chc chn l cc con s i cng

hng vi nhn hiu. Tht kh tm ra mt hng di
chuyn duy nht nu bn quanh qun c quan u no v
khng tham gia chng trnh.

[89]

#17 LUT KHNG TH D ON

iu mp m ca hu ht cc k hoch tip th l mt gi
thuyt v tng lai. M cc k hoch tip th da vo nhng
g s xy ra trong tng lai thng la sai lm.
Vi hng trm my vi tnh v c mt o qun cc chuyn
gia v kh tng m chng ai c th d on c thi tit
trc ba ngy, lm th no m bn c th d on c th
trng ca bn trc ba nm.
Cng ty IBM pht trin mt k hoch tip th ni mng tt
c cc my vi tnh c nhn (PC) vi my chnh ca h. Cng
ty gi l Office Vision. K hoch cht ngay trong trng vi
s trin khai ca cng ty Sun Microsystems, Microsoft v cc
cng ty khc. Bn c th ni rng k hoch Office Vision
nhn trc c mi s cnh tranh.
Tht bi trong vic d on phn ng cnh tranh l l do
chnh dn n nhng tht bi trong tip th. Khi tng
Pickett c hi l nh lnh o no ca qun i Min Nam
chu trch nhim v s bi trn Gettysburg, ng ta tr li:
ti ngh l qun Min Bc bit c iu ny.
C nhng ngi ni vn ln nht ca nc M l
thiu tm nhn xa, rng gii qun tr M ngh qu gn. Nu
loi b cc k hoch lu di c tht s lm cho tnh th t t
hi hn hay khng? Nhn t bn ngoi vo th s lu tm
ny l c tht. Nhng tht l quan trng hiu ngha di
hn so vi ngn hn. Hu ht vn ca cc cng ty M
khng lin h vi vn t tng tip th trong ngn hn.
Chng u l t tng ti chnh trong ngn hn. Hu ht cc
[90]

cng ty hot ng trn cc bo co t qu ny qua qu khc.

chnh l cng thc cho vn . Cc cng ty sng bng
cc thng s v cht cng bng cc thng s.
Harold Geneen ca cng ty lng danh ITT l ngi theo
ng li ny r nht. ng ta thc y, i u v hnh h
cc gim c a ng ta gia tng kim tin. Cc n lc ca
Geneen a ti kt qu nh mt ci nh xy bng cc l bi
b ri l t. Ngy nay ITT l mt ci v nh tng l mt
ci v. K ton tt, tip th ti. General Motor hot ng tt
cho n khi cc nh ti chnh nm quyn v t trng tm
vo cc con s thay v nhn hiu. h cho k hoch v cc
nhn hiu khc nhau ca Afred P.Sloan b sp . Mi mt
gim c, mi b phn, c c nhng con s trong ngn
hn, h bt u phi chy theo th trng hin ti.
K hoch ngn hn tt n gc hoc t ng khc vi
sn phm ca bn hoc cng ty. Ri th bn t chc mt
hng tip th di hn mch lc to ra mt chng trnh
gia tng n tt tng hay gc . N khng phi l
mt k hoch di hn; l mt chiu hng di hn.
Gc trong ngn hn ca Tom Monaghans ca hng
Dominos Pizza l kin home dilivery (giao hng ti nh)
v xy dng mt h thng giao bnh Pizza nhanh chng v
hu hiu. Chiu hng lu di ca ng ta l thit lp mt h
thng giao tn nh u tin cho ton quc cng sm cng
tt. Monaghan khng th lm ch c t Home dilivery cho
ti lc c mt h thng i l qung co trn ton
quc. ng ta t c c hai mc tiu, ngy nay, Dominos
l cng ty vi doanh s 2,65 t USD v chim 40% cng vic
kinh doanh giao bnh tn nh. Monaghan lm c tt c
m khng cn lin kt. l k hoch 10 nm.

[91]

Nh vy bn lm c ci g? Lm sao i ph vi cc
vic khng th d on? Trong khi bn khng th d on
tng lai, bn c th nm c khuynh hng (trends),
l cch li dng s thay i. Mt v d v khuynh hng l
nc M ang hng v sc khe. Khuynh hng ny m
ng cho nhiu loi sn phm mi, c bit l thc phm
lm gia tng sc khe hn. Vic thc n Healthy Choice
Frozen Entrees thnh cng l mt v d r rng v tng
li dng khuynh hng di hn ny.
Cng ty ConAgra gii thiu loi thc n c tn l Healthy
Choicevo thng 3 nm 1989. Tuy nhin, nhiu nm trc,
c rt nhiu loi thc phm t mui, t m c bn trn
th trng, nhng cc loi thc phm khng thnh cng
v dng cc tn c c.
ConAgra l cng ty u tin dng mt ci tn n gin
(Healthy Choice) v mt nim li dng khuynh hng ang
gia tng.
Tht bt hnh, ConAgra lm ln vi vic m rng sn
phm Healthy Choice ra ngoi cc mn n chnh. N vi
phm Lut Hi Sinh. iu nguy him ca vic lm da trn
khuynh hng l c tnh phng nh. Nhiu cng ty nhy
vo nhng kt lun vi d on l khuynh hng ny s ko
di trong bao lu. Nu bn tin vo cc nh d on cch y
vi nm, th theo h, gi y chng ta ch n ton c nng
hay g nng bng than ci (may thay ngy nay vn cn
bnh Hamburger).
T hi ngang vi s c tnh phng chng mt khuynh
hng l vic gi thit tng lai s tr li ging nh hin ti.
Khi m bn gi thit rng khng c g thay i, bn ang d
on tng lai mt cch chc chn y nh l khi bn ang gi
d rng mt vi th s thay i. Hy ghi nh Lut Peter
[92]

(Peters Law).: iu khng ng lun xy ra.

Cng vic theo di khuynh hng c th s hu ch i
ph vi tng lai khng d on c, cn s nghin cu th
trng ch c th to ra vn hn l gip . Nghin cu
rt ng trong vic o lng qu kh, cn kin v nim
mi hu nh khng o lng c. Khng ai c c mt
khun mu, ngi ta khng bit c cho ti khi i din vi
mt quyt inh thc t.
Mt v d c l thuc nghin cu trc khi hng Xerox
gii thiu loi my Photocopy trn giy thng. Kt qu cho
thy l khng mt ai mun b ra 5 xu cho mt bn sao bng
giy thng (plain-paper) trong khi h c c mt bn sao
trn giy mng Thermofax vi gi 1,5 xu. Hng Xenox b
qua khng tin vo kt qu ny v phn cn li th lch s
chng minh l nghin cu ny sai lm.
Mt cch na i ph vi mt th gii khng tin liu
c l to ra mt kh nng linh hot cho t chc ca bn.
Bi v ngay khi c mt thay i no xy ra n cho sn
phm ca bn, bn phi thay i ngay v thay i tht
nhanh nu bn mun tn ti lu di.
Trc y General Motors phn ng chm vi khuynh
hng thch s dng loi xe nh, iu ny lm thit hi
cho cng ty khng t. By gi IBM cng chm chp nhn ra
rng ngi ta khng cn mn m lm vi loi my vi tnh ln
(mainframe) na, vic ny cng lm cng ty thit hi ln.
Hin nay, workstation l mi e da thc s cho c hai
loi my vi tnh ln v nh (minicomputer). Workstation c
kh nng rt ln vi gi rt thp. Nu IBM mun bo v v
tr ng u trong lnh vc ch to my vi tnh ca mnh,
cng ty phi tr thnh mt ngi tham d nghim chnh

[93]

trong lnh vc ny m hin nay do Sun Micrasystems v

Hewlet-Packard thng tr.
Mt chuyn ng t nhin c th a ti mt tn gi
chung mi m (new generic). C hi tt nht ca IBM c th
l t tn cho loi sn phm mi high-powered workstation
(loi my nng lc cao) l PMs, ging nh h lm rt
thnh cng vi PCs. Pm l vit tt ca personal
mainframe . Hai loi tn gi chung ny din t c tc
v sc mnh ca cc loi my bn ng thi cng l
nhng t do IBM lm ch trong tm tr khch hng. S kt
hp ny rt mnh.
Mt vn c th xy ra trong ni b IBM. Thut ng
Personal Mainframe c th lm kinh hong b phn sn xut
my mainframe cng nh my Personal computer. V in
thoi s gi ti tp ln ban gim c, s c nhng li phn
nn l thut ng mi Personal Mainframe c th lm st
gim hai ngun li tc quan trong l personal Computer v
mainframe.
Nhng nhn xt l t Personal Mainframe lm gim st,
ht li tc ca hai mt hng kia c th l c tht, nhng IBM
phi linh hot t tn cng mnh bng tng mi.
Thay i l iu khng d dng, nhng l gii php duy
nht i ph vi tng lai v nh.
Mt ghi nhn cui cng cn nu ra: C mt s
khc bit gia D on tng lai v Th thi vn trong
tng lai (predicting the future and talking a
chance). Ch tch ca Gournet Popping Cn l Orville
Redenbacher th thi vn bng cch cho rng
ngi ta s chu tr gp i cho mt loi bp rang cao
cp. Ngy nay, n chng t rng vic th thi vn
khng ti lm.

[94]

Khng mt ai c th d on tng lai vi mc

chc chn c, hung g ni l k hoch tip th tnh
lm chuyn .

[95]

#18 QUY LUT THNH CNG

T cao t i (ci ti) l k th ca s thnh cng
trong tip th. Khch quan v t l iu cn thit.
Khi thnh cng, ngi ta c chiu hng tr nn thiu
khch quan. H thng p t s xt on ca mnh cho th
trng.
Donald Trump v Robert Maxwell l hai v d cho ngi b
ti mt v thnh cng sm v ngi khnng mt thanh danh
v s khim nhng. Mt khi bn khng thy ng, tht l
kh m tm c mc ch.
Chin lc ca Trump l t tn mnh cho tt c mi th.
ng ta phm li c bn ca s m rng sn phm. (S
ph nhn hnh nh lun snh i vi tnh t cao t i. Khi
chng ti gp Donald Trump ln u tin, ng ta m li bng
nhn nh l khng bit ti sao ngi ta li kt ti ng ta t
cao t i. ng ta tuyn b iu l khng ng, ng ta
khng t cao t i. Trong khi , khng th khng nhn
thy mt ch T bng ng cao 1 mt t ngay cnh bn lm
vic ca ng ta. S vic ny ni ln nhiu hn chnh li ni).
Thnh cng thng l yu t gy tai hc tip theo ngay
ng sau s vic m rng sn phm thiu suy xt. Khi mt
nhn hiu thnh cng cng ty s ngh ngay ci tn ch l l
do chnh dn n thnh cng ca nhn hiu. V vy, h tm
kim ngay mt sn phm khc gn tip ci tn .
S lt ngc li. Ci tn khng lm cho nhn hiu ni
ting (d rng mt ci tn ti c th lm cho nhn hiu
khng ni ting c). Nhn hiu ni ting v bn c
[96]

nhng hot ng tip th ng. Ni mt cch khc, bc i

ca bn ph hp vi lut tip th.
Bn phi i vo tm tr khch hng trc tin. Bn phi
thu hp trng tm hot ng, Bn nm c nhng thuc
tnh mnh m.
S thnh cng ca bn lm cho bn tr nn kiu cng
n mc bn t ci tn ni ting cho tt c cc sn phm.
Kt qu: Thnh cng sm v tht bi di di c minh ha
bng ng Donald Trump.
Cng ng ha vi tn nhn hiu hoc cng ty, bn cng
d ri vo ci by m rng sn phm. khng phi l ci
tn thch hp, bn c th ngh nh vy khi tnh hnh khng
tt. Chng ta c mt ci tn tuyt vi bn ngh tip. Kiu
hnh l bo hiu s tn ph v kiu ngo bo hiu ca s
suy sp. Sch Cch ngn (Cu c 16:18).
Tom Monaghan ch hng Dominos Pizza l mt trong s
t cp lnh o nhn thy s t cao t i dn n lm lc.
Bn bt u ngh l bn lm c tt c mi th, trc y
ti cng tng ngh vy. c lc ti toan tnh lm bnh
Pizza ng lnh, v l mt thm ha. Nu ti tip tc vi
vic c gng bn loi Pizza ny cho cc nh hng, qun ru
th chc chn n hm nay Dominos khng c nhiu ca
hng nh vy.
Lng kiu hnh c ch. N c th l mt ng lc thc y
hu hiu trong vic xy dng mt cng cuc kinh doanh.
iu tai hi l khi bm n vo chng trnh tip th.
Cc nh tip th sng gi c kh nng suy ngh ging nh
khch hng suy ngh. H t mnh vo a v ca khch
hng. H khng p t quan nim ring ca h v th gii
vo s vic. (Xin nh rng, du sao th gii l tng hp ca

[97]

tt c nhn thc; ch c nhn thc ca khch hng l ng

k trong lnh vc tip th.).
Vi thnh cng cht cao nh ni, cc cng ty nh General
Motors, Sears, Roebuck v IBM tr nn kiu ngo. H cm
thy nh h c th lm bt c ci g h mun trong th
trng. Thnh cng dn n tht bi.
Hy th xt ti Digital Equipment Coporation, cng ty
a ra my vi tnh loi nh (minicomputer). Bt u t con
s khng, DEC tr thnh mt ngi khng l vi doanh s
14 t -la.
Ngi sng lp DEC l Kenneth Olsen. S thnh cng
lm Ken ch tin tng vo quan im ca chnh ng ta v th
gii vi tnh, ng ta khinh r loi my tnh c nhn (PC), sau
l h thng m (Open system), v cui cng l loi my
vi tnh s dng tp lnh ngn gn (RISC). Ni mt cch
khc, Ken b qua khng cn quan tm n ba cuc cch
mng to ln nht trong lnh vc my vi tnh. (Khuynh hng
cng ging nh nhng ngn sng, bn ng nh nhau vi
n). Gi y, Ken Olsen b loi.
Cng ty cng ln th cc nh lnh o cng mt i s lin
h vi tuyn u ca trn chin. iu ny c th l yu t
hn ch s tng trng ca cng ty. Tt c cc yu t khc
u thun li cho tm c ca cng ty. Tip th l mt cuc
chin tranh, v nguyn tc u tin khi khai chin l lc
lng. Qun i ln, cng nh cng ty ln, c nhiu li th.
Nhng mt cng ty ln s t lm mt i li th sn c ca
mnh nu n khng gi c trng tm tip th. Mt cuc
chin trong tm tr khch hng.
Vic u khu din ra ti General Motors gia Robert
Smith v Ross Perot minh ha iu ny. Khi Ross Perot
trong hi ng qun tr ca GM, ng ta i thn cc i l vo
[98]

cui tun v mua xe. ng ta ph bnh Roger Smith khng

lm nh vy.
Perot ni: Chng ta phi di bom nguyn t vo h
thng ca GM, ng ta ng h vic th nom nguyn t vo
vic dng cc nh cha xe c l si (heated garages), ti
x ring li xa limousiness, phng n dnh ring cho cp
lnh o (thu ti x li xe limousiness cho mt cng ty
mun mua xe.
Nu bn l mt nh lnh o bn rn, lm th no bn
thu nhp thng tin khch quan v iu g ang xy ra? Lm
th no trnh c cc thng tin mo m ca cp qun l
trung gian, nhng ngi ch ni vi bn nhng g bn mun
nghe m thi.
Lm sao c cc tin tt v tin xu.
Mt cch c th lm l vi hnh, rt hu ch cp phn
phi hay bn l. L do: c c nhng thng tin chn tht
v nhng g ang xy ra.
Ging nh cc v vua, cc cp lnh o cao cp ca cng
ty t khi nghe c cc quan im trung thc t cc v b
trng. C qu nhiu mu moo ang din ra ti triu nh.
Mt kha cnh no khc ca vn l vic sp xp thi
gi. Thng thng thi gian ca cc nh lnh o cao cp
ca cng ty dnh qu nhiu cho vic tip cc t chc t
thin (nh United Way), hot ng ca cc nghnh cng
nghip, hp hnh ngoi cng ty, cc vic t gii thiu,Theo
mt bn bo co, cc nh lnh o cao cp trung bnh mt
tun mt t 18 gi cho cng vic x hi (outside activities).
iu ph phm tip theo l hp ni b. Cc nh lnh o
cao cp phi b ra 17 gi mt tun dnh cho hp ni b, v
6 gi ng h mi tun sa son cc cuc hp.

[99]

Khi m cp lnh o cao cp in hnh lm vic mi tun

61 gi th h cn 20 gi dnh cho tt c cc vic khc, k c
vic qun l hot ng ca cng ty v i xung tuyn u.
Khng c g ngc nhin khi cc v lnh o cao cp y nhim
cng vic tip th cho thuc cp thc hin. l mt iu
lm ln.
Tip th l mt cng vic qu quan trng m giao cho
cp di. Nu bn mun y nhim iu g, bn nn y
nhim quyn lm ch tch cc hot ng, gy qu. (Hy nh,
Ph tng thng M ch khng phi tng thng M tham d
quc tang). iu k tip cn lm l b bt hi hp. Thay v
bn ci, hy ra ngoi v t nhn ly. Nh Gorbaches ni vi
Reagan: Ch cn nhn mt ln tt hn nghe hng trm ln.
Cng ty nh, v tnh thn, thng gn gi tuyn u hn
l cng ty ln. c th l l do h pht trin hn trong
thp k qua. H khng vi phm Lut thnh cng.

[100]

#19 QUY LUT THT BI

Nhiu cng ty tm cch sa cha s vic hn l b i.
Hy t chc li cu vn tnh th. l li sng ca h.
Tha nhn mt li lm v khng lm bt c iu g sa
cha li lm th khng hay cho s nghip ca bn. Cch
hay hn c l tha nhn tht bi v sm lm mt ci g
gim bt thit hi. Hng American Motors l ra phi sm
t b vic ch to xe Jeep, IBM phi b my Photocopy cng
nh Xenox phi b nh lm my vi tnh t nhiu nm
trc khi h nhn ra sai lm ca mnh.
Ngi Nht hnh nh nhn ra sai lm sm hn v
c nhng thay i cn thit. Kiu qun tr ng thun (nht
qun) ca h c khuynh hng loi b c tnh t cao t
i. Mt khi m s ng ngi d mt phn nh ca mt
quyt nh ln, th khng cn s mt thanh danh v tn hi
n s nghip.
Ni mt cch khc, trong i sng khi ni: Tt c chng
ta u lm s d dng, thoi mi hn l s chong vng khi
th nhn Ti sai.
Phng php khng t cao t i ny l yu t chnh
khin ngi Nht l nhng nh tip th bnh thn. khng
c ngha l h khng lm li, nhng khi h sai lm, h tha
nhn, sa cha v tip tc tin ti.
Cng ty t c thnh cng rc r vi Wal-Mart c mt
phng php khc ng u vi tht bi, c gi l
phng php sn sng, khai ha, nhm ca Sam Walton.
y l kt qu ca thin hng lin tc tm ti ca ng ta.
[101]

Walton bit rng khng ai lun lun t c ch tiu.

Nhng ti Wal-Mart ngi ta khng b pht nu th nghim
ca h tht bi.
V lnh o cao cp ca Wal-Mart vit trong mt bi
bo ng trn tp ch Business Week nh sau: Nu bn hc
hi iu g v bn th iu g, th bn c th nhn c s
khen ngi cho iu . Nhng s rc ri cho ngi no phm
mt li hai ln.
Wal-Mart khc bit vi nhiu cng ty ln bi v, cho n
nay, n thot c mt chng bnh lan truyn ngm
ngm gi l personal agenda ( chng trnh ngh s c
nhn) thng xm nhp vo b my t chc ca cc cng
ty. Cc quyt nh tip th thng c thc hin vi s lu
tm trc tin vo s nghip ca ngi quyt nh v k tip
mi nh hng ca s cnh tranh hay i th. C mt s
tranh chp c hu gia chng trnh ngh s c nhn v
cng ty.
iu ny dn n vic khng chu nhn ly ri ro (kh m
v tr dn u ca mt loi sn phm mi nu khng chu
dn thn vo cuc chi). Mt v lnh o cp cao lu nm,
c mc lng cao v sp v hu th kh m c c mt
hnh ng (quyt nh) to bo.
Ngay c cc v lnh o tr cng thng a ra cc quyt
nh an ton khi ngn tr bc tin ln cc bc thang
trong cng ty. Cha mt ai b sa thi v vic quyt nh to
bo m h khng lm.
Trong mt cng ty M, khng vic g c thc hin cho
n khi n mang li li ch cho c nhn no trong hng
ng lnh o cao cp. iu ny hnc ch nghim trng cc
hot ng tip th y ha hn m mt cng ty khng phi
v n thiu c s m v khng mt ai trong cc v lnh o
[102]

cao cp thu c li ch c nhn thng qua thnh cng ca

n.
Mt cch v hiu ha yu t c nhn l a vn ra
cng khai. Hng 3M s dng h thng Champion: Cng
khai nu tn ngi s c li ch t s thnh cng ca mt
sn phm hay mt d n mi. S thnh cng trong vic gii
thiu sn phm giy ghi ch dn c (Post-it Notes) ca
3M minh chng cho nim c thc hin nh th no.
Art Fly l mt nh khoa hc ca 3M, ngi ng h cho sn
phm Post-it Notes, mt sn phm cn ti 12 nm mi c
xut hin trn th trng.
Trong khi h thng 3M lm c nh vy, th trn l
thuyt, mt khung cnh l tng c th cho php cc nh
qun tr xt on mt nim cn c vo phm cht, khng
cn c vo vic nim lm li ch cho ai.
Nu mt cng ty hot ng mt cch hp l tng, n s
l s chung sc, tinh thn ng i v s hi sinh ca ngi
lnh o.
Ngi ta ngh ngay n tng Patton v o qun th ba
ca ng ta trong chin dch hnh qun vo nc Php,
khng mt o qun no trong lch s chim c nhiu t
v bt c nhiu t binh trong mt thi gian ngn nh h.
V phn thng dnh cho Patton?
Tng Eisenhower sa thi ng ta!

[103]

#20 QUY LUT THI PHNG

Khi IBM thnh cng, cng ty ni rt t. By gi cng
ty hp bo lin min.
Khi s vic tin trin tt, mt cng ty khng cn qung
co rm r. Khi bn cn s thi phng, c ngha l bn ang
gp rc ri.
Cc phng vin, v c bin tp vin tr, thiu kinh
nghim thng c khuynh hng ngng m nhng g h
c qua sch bo hn l t mnh tm kim ly. Mt khi s
thi phng c bt u, n s tip din di di.
Khng c mt loi ung khng c ru no c
qung co rm r nh Coke. Theo c tnh, Coca-cola b
ra hn 1 t -la cho vic qung co min ph New Coke,
cng thm hng trm triu -la ch cho chin dch pht
ng nhn hiu, v l ra New Coke phi l loi sn phm
thnh cng nht trn th gii. Nhng iu khng xy
ra.
Khng qu 60 ngy sau khi pht ng chin dch, CocaCola buc phi tr li cng thc nguyn thy, cn c gi
l Coca-Cola Classic. Ngy nay, Coca-cola Classic bn gp
15 ln New Coke.
Khng c mt t bo no qung co rm beng hn
t USA Today. Nhng ngi tham gia vo chin dch vn
ng nm 1992 ca USA Today gm: Tng thng M, Ch
tch H vin, v lnh t khi a s ca Thng ngh vin M.
m vang ca s thi phng lc u ln ti mc hu nh mi
ngi khng ai tin l t USA Today l vn.
[104]

Khng c mt my vi tnh no c qung co nhiu nh

my NeXt. Bo ch xin c tham d nhiu n ni Steve
Jobs phi cho in trc thip mi. V cho d hi trng
ln cha hng ngn ngi nhng vn khng cn ly mt
ch trng.
Steve Jobs a tin trn truyn hnh v trang ba ca
nhiu t bo ln. Hng IBM, t ph Ross Perot v hng
Canori u t vo hn 130 triu -la.
V my tnh NeXt s l k thng cuc? D nhin l khng.
Bt u t u? NeXt c phi l sn phm u tin ca mt
chng loi sn phm hay khng? Khng!
Lch s y ry nhng tht bi tip th thnh cng
trong gii bo ch. Hng Tucker48, Hi bng bu dc Hoa
K, Videotext, xng my hon ton t ng, trc thng c
nhn, nh tin ch (nh lp ghp), in thoi c mn hnh,
veston bng polyeterThc cht, d c qung co rm
beng cng khng lm cho sn phm mi thnh cng. Qung
co rm r c th lm cc loi sn phm hin hu tr nn li
thi.
Vi polyester lm cho vi len tr nn v
dng. Videotext lm cho bo ch tr thnh giy ln. Trc
thng c nhn s lm cho ng x, xa l tr thnh li
thi. Tucker 48 cng vi loi n xe cyclops eye c th m
u cho mt cuc cch mng trong nghnh ch to xe
Detroit. (Ch sn xut c 51 chic).
Trong Qung co cho hng vn phng trong tng lai,
tt c mi th c xp li trong mt tri cu vi tnh bng
long. Mi y, nh chng ta thy, c my ch ring
(by gi gi l my vi tnh c nhn), my in Laser ring,
my copy ring, my fax ring, my dn tem ring Vn

[105]

phng trong tng lai chc chn thch hp vi ci tn ca

n- mt nim s ch c trong tng lai.
S d on ny vi phm Lut khng th d on.
Khng ai c th bit trc c tng laim cho d l
phng vin xut chng ca t Wall Street Journal. Ch c
nhng thay i m bn hon ton c th d on c l
nhng g xy ra.
i nghch vi loi sn phm Tuker u tin l loi
xe Toyopet u tin nhp cng Califonia. Bo Los Angeless
Times c vit bi ni v s nhp khu xe Nht lm chao o
nn cng nghip ch to t khng? Khng c g ht. Ch c
mi mt cu chuyn chng lm ai ch , ni v nhng chic
xe nh b t Nht ti tht bi v khng thch hp vi
ng s M. (D nhin, Toyopet vn tip tc v tr thnh
ngi thng ln sau khi thay i kiu xe v i tn
thnh Toyota)
Khi hng in thoi MCI khi u bng vic vn ng s
dng dch v microwave (pht sng ngn) gia Chicaga v
St. Lousi, bo ch c ni rng: Hy coi chng AT&T i th
cnh tranh ang ti. Khng. Bo ch khng thm tm
n hng MCI nh b. V khi Sun Microsystems gii thiu
my vi tnh workstation u tin, bo ch c ghi nhn g v
hin tng phi thng , hin tng m sau ny s gy
kinh hong cho IBM v DEC khng? Khng. Bo ch pht
l Sun. Hy qun nhng trang u ca bo i, nu bn
mun tm kim u mi ca tng lai, hy nhn vo trang
cui t bo, nhng cu chuyn nh v hi.
C my vi tnh c nhn ln my gi bn sao chp (fax)
u khng ct cnh nhanh nh cc ha tin u tin. My vi
tnh c nhn c gii thiu t nm 1974. Phi cn ti 6
nm IBM tham gia cuc chi vi my PC. V ngay c my
[106]

PC cng ch ni ln sau mt nm ri, khi Lotus 1-23 xm nhp th trng.

Nm bt tng ca cng chng khng ging nh cch
mng ha mt th trng.
Trng hp nh in thoi c hnh nh, c gi
l videophone. T khi c gii thiu ti Hi ch Th gii
New York nm 1964, videophone c ng tin, tt nhin
l trn trang nht. V mi y, ngay trang u t Wall
Street Journal c ng: Rt cuc, thi i ca videophone
ti gn, s em ti nhng i thay ln l mt v d c
th.
C th ni y l ln c gng ln th ba ca AT&T. Trong
thp nin 70, hng tht bi vi gi 100 -la mt thng
cho loi picturephone. Trong thp nin 80 li tht bi trong
dch v hp bng picturephone vi gi 2.300 -la mt gi.
V trong thp nin 90, AT&T ang xoay s vi 1.500 -la
mt gi cng vi my videophone.
Tht d dng nhn thy l videophone khng c tin
b g ng k. C ai mun phi din qun o p ch gi
in thoi?
Khng d dng g hiu ti sao videophone li c
qung co rm beng.
C mt bi bo ng trn t Journal: Mt cch thay th
cho i du lch. Hy nhn cc my bay American Airlines,
United v Delta, ngy ca bn c nh du bng nhng
con s. Chng trnh qung co khng cp g
n videophone, n ch bn v cuc cch mng sp din ra
trong cng nghip du lch.
Nhiu nm qua, qung co thi phng ln nht dnh cho
cc s pht trin, ha hn thay i ngay ton th mt nn
cng nghip, loi cn thit cho kinh t nc M.
[107]

Chc bn cn nh chin dch qung co cho loi my bay

ln thng sau Chin tranh Th gii th hai khng? Nu trn
mi nc nh xe c mt my bay ln thng th ng s,
cu cng v ton th cng nhn trong nghnh ch to t
s b thi hi trong mt m.
T ph Donald Trump c my bay ln thng khng? Th
bn cng c mt chic? (Donald Trump thc s tng c
mt chic, nhng ng ta dng tr li ngn hng ri).
Ri mt qung co rm beng khc v manufactured
home nh tin ch (loi nh c sn xut hng lot ti
nh my). Theo qung co, nhng sn phm t gi nht
m mi gia nh tng mua u c th c ch to bng
h thng lp rp dy chuyn, cch mng ha nghnh cng
nghip xy dng.
Theo thi gian, n thc phm bnh thng cng tr
thnh tiu ln trn bo ch. Qung co thng bo s
pht trin s cch mng ha cng nghip gi hng. Nhn
hiu s khng cn na. Con ngi s c nhn dn trn sn
phm v mua sn phm theo phm cht ch thc ca n
ch khng theo kch c ca ngn khon dnh cho cng vic
qung co nhn hiu . Tt c u l qung co thi
phng.
Khng phi l khng c mt cht s tht no trong cc li
qung co thi phng u. Bt c ai c 580.000 -la cng
vi thu th u c th mua c my bay ln thng 5 ch
ngi hiu Bell.
Loi my vi tnh nh xu (pen Computers) c th hp dn
mt b phn th trng nh b, c bit l nhng ngi bn
hng phi thng xuyn di chuyn.
Loi videophone c th dn ti vic cch mng ha cng
nghip in thoi tnh dc (sexphone).
[108]

S c mt th trng ln cho loi nh di ng (mobile

homes) v loi xe gii tr (recreational vehicles), tt c u
s c sn xut hng lot.
Nhng cn phn ln, qung co thi phng l qung co
thi phng. Cch mng thc s khng n vo bui tra vi
bn nhc diu hnh v cng chng c a vo lc 6 gi
trong bn tin bui chiu. Cch mng thc s n khng bo
trc, vo lc na m v s lm bn bt ng.

[109]

#21 QUY LUT GIA TNG

Mt th hiu nht thi (a fad) nh l sng bin, v mt
khuynh hng (trend) l thy triu. Mt mt nht thi c rt
nhiu s thi phng trong , v mt khuynh hng c rt
t.
Mt mt nht thi l mt hin tng ngn hn c th sinh
li, nhng khng lu cho mt cng ty ng vng. Ni
xa hn, mt cng ty thng c mt khuynh hng sn sng
y mnh th hiu nht thi nh th n l mt khuynh
hng (xu hng). Kt qu l cng ty thng b kt b my
nhn vin s, c s sn xut t tin v mng li phn
phi.
(Thi trang (fashion), v mt no , l mt nht thi
nhng t lp li. V d: Vy ngn ca ph n v b Veston
c gi cho ca n ng. Sao chi Halay cng l mt thi
trang v n tr li sau mi chu k 75 nm).
Khi th hiu nht thi bin mt, cng ty thng b khng
hong ti chnh su sc. iu g xy ra cho Hng Atari l
mt v d in hnh trong vic ny. V hy coi xem Hng
Coleco Industries lm g vi sn phm Cabbage Patch
Kids (bp b gi nhi bng). Loi bp b ny vo th trng
nm 1983 v cn bt u ct cnh. Chin lc ca Coleco l
bn rt ht tin ca tr em. Hng trm bp b Cabbage
Patch Kids trn ngp cc hiu bn chi. Vit mc, vit
ch, vit mu, tr chi, qun o cho bp b

[110]

Hai nm sau, Coleco ath doanh thu 776 triu -la v c

li nhun l 83 triu -la. Ri bp b Cabbage Patch Kids b
b ri. Nm 1988, Coleco tuyn b ph sn.
Hng Coleco cht i, nhng tr em vn tn ti. Hng
Hasbro mua li Coleco nm 1989, bp b Cabbage Patch
Kids c sn xut thn trng hn. Ngy nay, cng ty hot
ng tng i tt.
y l mt nghch l. Nu bn i mt vi s gia tng
nhanh chng ca vic kinh doanh, vi tt c c tnh ca
mt nht thi, th iu hay nht bn c th lm c l kim
ch mt nht thi. Bng cch kim ch th hiu nht thi,
bn lm cho th hiu nht thi tri di ra v tr thnh gn
ging nh khuynh hng.
Bn c th thy vn ny c chng minh bng vic
kinh doanh chi tr em. Mt vi ch nhn ca cc hng
chi bn chy c tn tui mun t tn ca chi cho
mi th. Kt qu l n li tr thnh mt th mt nht thi
v sp trong chp mt. Hy nh li khi tt c mi ngi
u mua mn chi ra Ninja. By gi chng cn ai mua
n na.
Ra Ninja l mt v d in hnh v mt nht thi sp
nhanh chng bi v ch nhn ca n tham lam. Ch nhn
ca n thi bng mt nht thi thay phi v km hm n.
Mt khc, bp b Barbie l mt khuynh hng. Khi bp
b Barbie c sng to ra cch y nhiu nm, vic bn
n cha bao gi c y mnh n mc chuyn qua lnh
vc khc. Kt qu l bp b Barbie tr thnh khuynh hng
di hn trong kinh doanh chi tr em.
Ngi lm ngh hot no vin (entertaner) thnh cng
nht l ngi kim sot c cc bui xut hin ca h. H

[111]

khng xut hin qu nhiu; h khng xut hin mi ch; h

khng lm mt i s nng nhit trong khn gi.
ng bu ca ca s Elvis Preslay i t Parker c
nhiu n lc trong vic hn ch cc bui xut hin v thu a
ca Elvis. Kt qu l mi ln Elvis xut hin, l mt s
kin thu ht rng ln. (T Elvis cng ng gp vo chin
lc ny bng cch km hm cht ch vic xut hin ca
anh. Ging nh Marilyn Monroe v James Dean).
Hy qun mt nht thi i. V khi n xut hin, c gng
km hm n mt cch tt duy tr nhu cu di hn i vi
sn phm l ng bao gi tha mn ht nhu cu.
Nhng hn ht, phn ln nhng th sinh li trong tip th
l mt khuynh hng lu di.
#22 QUY LUT TM NNG

Nu bn c mt kin hay v bn cm cun sch
ny vi suy ngh rng tt c nhng g bn cn l mt
s gip nh ca tip th, chng ny s cho ngh
ca bn mt go nc lnh.
Cho d mt kin (hoc tng) hay nht th gii cng
khng th bay xa c nu khng c tin a n ct
ln khi mt t. Hnh nh cc nh pht minh, cc nh kinh
doanh v cc nh ngh ra kin mi u ngh rng tt c
nhng g h cn ch l s gip ca tip th chuyn nghip.
Khng c g i xa s thc hn iu . Tip th l mt tr
chi nm trong tm tr khch hng. Bn cn c tin vo
c tm tr h. V bn cn c tin li mt khi bn
c vo.

[112]

Bn s tin xa hn bng mt kin xong cng vi 1

triu -la hn l ch vi mt kin xut sc.
Nhiu nh kinh doanh nhn vo qung co nh mt gii
php cho vic lt vo tm tr khch hng. Qung co rt t.
Trong Chin tranh Th gii th hai, mi pht tn 9.000 la. Tn 22.000 -la trong mt cuc chin tranh Vit Nam.
V mt pht qung co thng mi trong trn chung kt bu
dc M tn 1,5 triu -la.
Steve Jobs v Steve Wozniak c mt kin v i. Nhng
phi nh ti 91.000 la ca Mike Markkula th my tnh
Apple mi c a ln bn v. (Vi s tin Markkula
c 1/3 c phn ca Apple. ng ta l ra phi c chia mt
na).
kin m khng c tin th v gi tr? Khng hn vy.
Nhng bn phi s dng tng ca mnh kim tin,
khng phi nh tip th gip. Tip th s ti sau .
Mt vi nh kinh doanh coi s lu ca cng chng nh
l mt cch r tin i vo tm tr khch hang. Ci h thy
l qung co min ph. S lu ca cng chng khng
min ph u. Lut ngn tay (Rule of Thumb) 5-10-20. Mt
vn phng cng tc qun chng nh s mun 5000 la mt
thng gii thiu sn phm ca bn; mt vn phng c
trung bnh ly 10.000 -la mt thng v mt vn phng c
tm c i 20.000 mt thng.
Mt vi nh kinh doanh nhn thy cc d n vay vn nh
l gii php cho vn tin bc ca h. Nhng ch c mt
phn trm t i nhn c s ti tr cn thit bng cch ny.
Mt vi nh kinh doanh nhn thy cc cng ty M s sn
sng, c mun v kh nm c th ti tr cho h ct cnh
khi mt t.

[113]

Chc may mn cho bn, v bn cn li chc y. Rt t

tng n t bn ngoi c cc cng ty ln chp nhn. Bn
ch c th hy vng c c tin t cc cng ty nh v phi
thuyt phc h tin rng tng ca bn ng gi.
Xin hy nh: Mt tng khng c tin l mt tng v
gi. Hy sa son tiu nhiu tin cho vic ti tr.
Trong tip th, ngi giu li giu hn v h c kh
nng a tng vo tm tr khch hng.
Vn ca h l chn lc c kin hay ra khi kin
d, v trnh tiu tin vo qu nhiu loi sn phm v
chng trnh. (Chng 5: Lut trng tm).
Cnh tranh l khng khip. Cc cng ty khng l chi rt
nhiu tin cho nhn hiu ca h. Cc hng Procter & Gamble
v Phillip Morris, mi nhn hiu tiu hn 2 t -la mi nm
cho hot ng qung co. General Motors tiu 1,5 t -la
mi nm.
i sng c th bt cng i vi nhng nh tip th nh
gp i th ln cnh tranh ln hn.
V d trng hp sn phm cho cc vt nui trong nh
ca A&M. y l mt cng ty nh thnh ph Houston,
bang Taxes. Hng A&M sng ch c dng
c clumping (mt dng c dng dn phn mo), mt
pht kin quan trng trong lnh vc ny. tng rt n
gin. Khi mo s dng ci hp ny thi phn, loi thng
ny s lm cho phn mo tr thnh nhng vin trn, d dn
v vt i, khng cn phi thay nguyn ci hp.
Nhn hiu c gi l Scoop awaybn chy ngay khi
c gii thiu. iu ny lm cho Cng ty Golden Cat ch
ngay, cng ty ny c sn phm tng t gi l Tidy Cat.

[114]

Nhn ra s e da khi nhn thy sn phm ca A&M,

Golden Cat gii thiu sn phm Clumping ca h v gi
l Tidy Scoop. Khng nhng h v ly tng ca A&M,
m cn mn lun c t Scoop cho tn sn phm ca h
(tht l bt cng lm sao).
Ngi thng trn chuyn ny ch c th c quyt nh
bng tin. Ai l ngi c nhiu tin hn s a c kin
i xa hn.
Khng ging nh hng tiu dng, mt sn phm k thut
hay sn phm kinh doanh ch cn t tin cho tip th v danh
sch khch hng ngn hn v qung co trn bo ch r
hn. Nhng vn cn tin ti tr cho sn phm k thut
tr tin in cc tp qung co, tr cho i din bn hng
v cc bui gii thiu thng mi cng nh qung co.
y l li cui: Trc ht cn c tng ri tm cch
khai thc tng . Sau y l vi li i tt bn c th bt
chc.
Bn c th kt hn vi tin bc. Georgette
Mosbacher kt hn vi B trng B Thng Mi Robert
Mosbacher nm 1985. Ba nm sau, b Mosbacher mua La
Prairie, mt hng m phm ca Thy S vi gi 31,5 triu
-la. B ly tin u ra? tt c mi ngi. D n ti
chnh, i l phn phi Thy S v Nht cng vi tin ring
ca b ta v ca chng. Nm u tin di s kim sot ca
Georgette Mosbacher, doanh s ca La Prairie tng 30%.
Sau b ta bn li thu c mt s li ln.
Bn c th ly d vi tin bc. Frances Lear ti New
York nm 1985 tui 61, va ly d xong vi chng l nh
sn xut truyn hnh Norman Lear, b ta quyt nh pht
hnh mt tp ch dnh cho ph n trn 40 tui. B sa son

[115]

tiu i 25 triu -la trong s 112 triu dnh cho d n. Ti

s bo th 5, tp ch Lears c 350.000 c gi.
Bn c th tm ra tin bc ngay trong nh mnh.
Donald Trump s chng i ti u nu khng c hng triu
-la do ng c thn sinh gip .
Bn c th chia s (share) tng bng cch
lm cho i l. Tom Moganhan a c Dominos Pizza
ln bn bng cch cho lm i l tng giao bnh ti
nh.
Chng ta ni v cc cng ty nh v chin lc tm vn
ca h. Cn cc cng ty giu c th sao? H p dng Lut v
tim nng ra sao? Cu tr li n gin: Chi . Trong chin
tranh, chi ph cho qun i lun l mt con s d. Bn c
bit sau chin dch Bo tp sa mc (Operation Desert
Stom) c bao nhiu phn n ca binh s cn tha khng? Rt
nhiu. V vy trong tip th cng vy, bn khng th tit
kim thnh cng.
Nhiu nh tip th thnh cng b tin u t trc. Ni
cch khc, h khng c li nhun t hai n ba nm v h
dng tin li kim c u t tr li cho tip th.
Tin bc lm cho th gii tip th xoay trn. Ngy nay,
nu mun thnh cng, bn phi kim s tin bn cn
quay nhng bnh xe tip th.

[116]

Li khuyn co
Chng ti s tc trch nu khng c li khuyn cc bn

hy cnh gic trc nhng nguy him c th c trong vic
p dng lut tip th vi mt s t chc hin hu. C nhiu
iu lut tn cng thng vo thi t cao, t i ca cng ty,
s uyn thm bo th, v gii thng Malcolm Baldrige.
Lut v nhn thc i ngc li vi suy ngh ca hu ht
cc cng ty, ni m vic c gng lm tt hn n su
vo ci r. Ngi ta chy vng xung quanh cc cng ty dn
u v ly cng ty lm chun so snh cng mt loi
sn phm, ri sau t chc nh bi n. Cht lng ca
cc hot ng ch c vy.
Lut dn u tht kh lt tai mt s ngi. Hu ht ngi
ta tin rng ngi ta s ng u bng cch lm tt hn,
khng phi bng cch lm trc tin. Hy coi chng! Ban
gim c khng c thin cm vi nhng li ngh b qua
vic nhn mnh chin lc u th sn phm ca h.
Lut hi sinh c th gy tr ngi cho bn. Cung cp th
cho mi ngi l chng bnh thm cn c ca hu ht
cc t chc. Nu bn cn cht nghi ng, xin hy do qua cc
dy hng by trong siu th. Bn s thy cc loi kch c,
mi v v hnh dng khc nhau. Rt kh chp nhn. Ti sao
s vic ny l mt trong nhng nhc nhi hin nay m
khng ai mun nhn vo s tht?
Cc cng ty ln u c nhng nh tip th tr tui, nng
ng, thng minh. Bn trng i h ngi yn v khng lm
[117]

g sao? H cm thy b bt buc phi ci tin v to ra s

tin trin. Sau ht, h lm sao c c du n ca h trong
t chc?
Lut v trng tm ngh lm ch mt t trong tm tr
khch hng. Th th t no do cng ty bn lm ch ang
trong u khch hng? Ti khng bit, hay bn c th tr
li: Chng ti lm nhiu sn phm khch nhau cho nhiu
nghnh cng nghip khc nhau. Vy hy cn thn, chng ta
hy ct xn bt i, khng phi l iu d dng m cc
cp lnh o c thm quyn chp nhn.
Lut trin vng s lm tht vng nhng ngi mun tm
thnh cng nhanh chng trong tip th. Cng ty mun thy
kt qu ngay. Hy cn thn! Phng k ton s lm kh bn
trong ngn hn.
Lut m rng l lut nguy him nht khi ng u vi
n. Trong trng hp ny, bn phi sa don nh tt
c nhng g m ban gim c cho l s tht cn bn: Nhn
hiu gt hi c thnh cng ln th cng c th em li
gi tr khch khi cc sn phm khc khai thc n.M rng
cc loi sn phm c mt ngha ni bt trong cc phng
hp ca cng ty. Bn s chng dm ng ra thch thc ban
gim c v vn then cht. Vy hy coi chng! Ban gim
c s khng c ngha v phi t t vi bt c c gng no
lm gim i s bnh trng ca h. C th bn s phi i.
Ban gim c c th thay i, nhng lut tip th th khng.
Nh bn c khuyn co trc, nu bn vi phm
nhng iu lut khng th thit, bn s gp ri ro, tht bi.
Nu bn p dng cc iu lut khng th thiu ny, bn s
gp nguy him, b ni xu, b l i, hoc thm ch b th
. Hy kin nhn. Cc iu lut khng th thiu c ca

[118]

tip th s gip bn t c thnh cng, v thnh cng

chnh l cch tr th tt nht.

[119]

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