B quyt thnh cng trong chin dch lng x iPhone ca Apple Ngun tin: Theo Business Week

Tr v nh sau mt trn chi gn tuyt diu, chu ti c v rt st rut, thm ch cn khng thm nhn qua tm thip mi d ba ti. Cu ta cn ang l mt hc sinh trung hc, bi vy ti cho rng chu ang c cuc hn gp vi bn b. Nhng ti ch ng c mt phn thi. Cu ta hn vi bn b ra ngoi xp hng mua iphone! Chnh gim c iu hnh ca Apple, Steve Jobs l ngi to ra cn st thu ht s ch ca tt c nhng fan hm m cc cng ngh tin tin. Tuy nhin, chin dch qung co thnh cng ngoi sc tng tng ny bt ngun t mt s gii thiu honh trng v iPhone din ra ti hi ch thng nin Macworld hi thng mt nm nay. Sau khi xem v phn tch kch bn qung b ca ng Steve Jobs, chng ti rt ra c nm bi hc kinh nghim qu gi c th gip bt c ai ang v s c nh tin hnh mt chin dch cho hng mang tnh thuyt phc cao: 1. Xy dng kch tnh Mt nh vn ni ting khng bao gi th hin ton b ct truyn hay ho v hi kt ngay ti trang u tin ca cun sch. ng gim c iu hnh ca hng Apple cng vy. Jobs bt u bi din thuyt ca mnh bng vic nhn li cuc cch mng v sn phm m hng Apple thc hin. Theo ng Jobs, Cuc cch mng v sn phm c nh hng to ln v ang lm thay i mi chuyn. Apple may mn c gii thiu mt s th c bit trong cuc cch mng ny. Jobs tip tc bng cch miu t vic trnh lng Macintosh vo nm 1984 nh l mt s kin lm thay i ton b th gii tin hc. Cng nh vy, vi chic iPod u tin c gii thiu vo nm 2001, l sn phm m theo li ng ng Steve Jobs: Lm thay i ton b nn cng nghip m nhc. Sau khi v nn bc nn hon ho, Jobs tip tc t im thm cho thit b mi bng cch tru chc thnh gi: Hm nay, chng ti s gii thiu ba sn phm mang tnh cch mng. Sn phm u tin l chic iPod mn hnh rng iu khin bng cm ng. Th hai l mt chic mobile phone tin tin nht. V th ba l mt thit b lin lc lin thng vi internet. Jobs tip tc xy dng kch tnh. ng ta nhc tn ba sn phm vi ln v ni: Bn c bit khng? y khng phi l ba thit b ring l. Ba tnh nng ny c kt hp trn mt sn phm m thi Hm nay Apple s gii thiu vi cc bn pht minh mi v in thoi ny!, ngay lp tc m ng tr nn cung nhit. Jobs tin hnh bi din thuyt ca ng ging nh ang iu khin mt dn nhc giao hng, vi c b cao, b thp, c mo u v cc on cao tro. N lm cho ngi nghe cc k phn khch. V bi hc chng ta c c l g? Hy to nn s bt ng trong cc bi gii thiu m bn s thc hin. 2.Ch trng tm ti cho mt phn ca bi din thuyt Mt nh thit k xut chng tng c ln ni rng hiu qu nht l ch nn c mt thng ip cho mi

phn ca mt bi din thuyt. Mi phn, mt im then cht. Khi Jobs gii thiu ba sn phm mang tnh cch mng nh va miu t trn, ng khng trnh din mt phn vi c ba thit b. Khi ng ni v mi c im (iPod mn nh rng, mobile phone, v mt thit b kt ni internet), mi phn xut hin cng vi mt hnh nh ph hp vi tng c im. Jobs cn lm cho cc phn ca ca bi din thuyt rt giu hnh nh. Khng c ch no trong bi ni ca ng m khn gi nhn thy cc gch u dng hay cc d liu c nh s. Hnh nh l tt c nhng g ng cn. S n gin ca cc ni dung gi c s ch ca khn gi i vi ngi din thuyt. Cc hnh nh lun c ghi nh lu, v quan trng hn n c th tr gip c lc cho din gi. Qu nhiu t ng c dng trong cc bi din thuyt s lm khn gi sao lng li pht biu ca ngi ni. Vic chun b cc trang trong bi din thuyt tht giu hnh nh cn ng thi gip ngi nghe tp trung hn vo cc im quan trng. 3.Thm cht hp dn cho nhng g bn ni Jobs cn ngn nga ging ni nhm xy dng tnh trng b kch thch. Khi ng m u bi ni bng cch miu t cuc cch mng sn phm m Apple to ra trc y, ging ni ca ng nh v chm ri. ng gi cch ni nh vy cho n cu: Hm nay Apple s gii thiu vi cc bn pht minh mi v in thoi ny!, th ng i ging cao hn. V bn cng nn hc cch tr thnh mt din gi ti ba bng cch iu khin tc ging ni nhanh, chm, ln ging hay xung ging khi cn thit nh. 4.Thc hnh Jobs khin cho mi ngi thy rng ng khng phi n lc qu nhiu vi bi thuyt trnh. B quyt y l Jobs khn ngoan nhm i nhm li cc thuyt minh hng gi trc khi din ra s kin quan trng . Tht nc ci khi rt nhiu cc nh lnh o cao cp tiu c ng tin cho vic thit k bi din thuyt, nhng chng quan tm g n vic luyn tp nhng iu s ni. Xin ng lm mt khn gi bi sai lm ng tic . Hy din tp thun thc nhng g bn s trnh by. 5. Hy thnh thc v th hin nhit tnh Nu bn tin rng sn phm hay dch v ca bn s thay i c th gii, vy th hy ni nh th i. Hy trnh by tht hi hc, d dm v thng minh. Trong chin dch qung co iPhone, Jobs s dng rt nhiu tnh t miu t sn phm mi, bao gm nhng t nh: Xut sc, cch mng v mt m. ng a ct rng tnh nng mn hnh cm ng ca chic in thoi mi hot ng mt cch k diu v chc hn cc chng trai s phi hc tp iu ny. Ngi ta cho rng cc din gi hay lo lng v vic sn phm h s gii thiu b thi phng qu mc, v vy h thng sa vo trng thi i lp v lm cho bi din thuyt tr nn nhm chn. Nu bn y cm hng vi sn phm, dch v hay cng ty mnh, hy ngi nghe thy iu . Hy t cho php mnh c th lng, hi hc v th hin lng nhit tnh! No by gi xin bn ng ni cu: Nghe c v hay ho y, nhng ti khng phi l fan hm m ngi Steve jobs u nh. Tht ra th nhng g m ngi Jobs lm c cha phi l xut sc nht. Tt c chng ta hy hc hi pht huy c c cc chin dch qung co thnh cng hn na trong tng lai. Anh Hoa

C rt nhiu kin tn thnh rng Apple l mt trong nhng hng kh thnh cng vi cc chin lc marketing ca mnh. iu hon ton ng.

Chin lc m Apple s dng khc hn vi i th cnh tranh t cc khu nh lp website, gii thiu cc sn phm iPhone mi, chm sc khch hng cng nh l qung co trn cc phng tin thng tin i chng. Quan trng l phi p Trong tt c nhng dng sn phm ca Apple, ngay c n cc chi tit, mi th gn nh hon ho v bt mt t thit k, ng gi thm ch n c nhng mu qung co trn truyn hnh.

Apple dnh c mt khong thi gian ln to s ni bt trc i th cnh tranh. V nu l doanh nghip nh, bn cng c th lm c iu ny. Hy lu ti hnh thc bn ngoi, cch b tr sp t cng nh mc ch sn phm ca cng ty. Mi ngi thch nhng tm hnh ln

Hy nhnh nhanh vo website ca Apple v bn s thy rng Apple hon ton tin vo mt cu ni ni ting "mt bc tranh c gi tr c ngn li ni". Vi mt khi lng thng tin v ni dung c ng ti hng ngy. Chc chn, bn s ng vi iu . Nhng tm hnh ln s tc ng n th gic ca ngi tiu dng v h s mun tm hiu thm cc thng tin v sn phm cng nh v cng ty.

Thng ip n gin

Apple lun lun khc ghi v thc hin li khuyn ca cc chuyn gia v marketing l hy gi nhng thng ip tip th tht n gin. Thng ip n gin l phi d hiu, d nh v d chia s. Tuy nhin, n gin khng c ngha l thiu i ngha chiu su ca thng ip. iu ny s khi gi mong mun hiu r bn cht ca thng ip qua vic s dng sn phm ca khch hng. To cho ngi tiu dng s thch th Hy nhn vo cc cng ty con ca Apple v bn s thy kh nhiu iu th v. H tip cn khch hng mt cch thn thin.

Chin lc ca Apple khng phi l ni cho bn v nhng im yu ca h l g (trong trng hp bn khng tin vo sn phm), m chin lc ca h l chia s vi khch hng li nhn xt ca nhng ngi khc, nhng ngi ang s dng v ni v sn phm ca h. iu s khch quan v ng tin cy hn. p dng tng trn, cc doanh nghip nn khuyn khch cc khch hng tin tng vo sn phm ca bn. Cch tt nht lm c iu ny l thng xuyn tip cn nhng mong mun v nhu cu ca khch hng ri cung cp cho h nhng sn phm tt nht. Hy cc phng tin truyn thng ln ting

Thay v nhng kiu qung co truyn thng mang tnh tc thi trong cc thng, trong tun l n thun thng bo v sn phm th Apple s dng nhiu cch tip cn khc nhau mi khch hng u bit n thng hiu ca mnh chng hn nh cc bi bo vit v cht lng sn phm, cc thng tin chi tit v sn phm mi ch khng ch ch gi gn trong mt thng co bo ch. V kt qu l, hng nghn ngi u bit n cc sn phm ca Apple. Cc phng tin truyn thng i chng thc s c mt sc mnh rt ln, c bit l i vi cc doanh nghip nh. V d nh Apple, bn c th lm iu ny bng cch hy cung cp cho h mt s thng tin mi v c nht h ni v bn. To s tri nghim duy nht cho khch hng

Mi tng tc ca khch hng u c Apple ln k hoch cn thn. Nhng pht bn gh thm website ca h cng ging nh l bn bc vo mt trang web hon ton khc. Nu bn thm mt trong nhng ca hng ca h, bn s cm thy nh mnh ang trong mt ba tic vui v v thoi mi. V cui cng, khi bn mua sn phm, thm ch l ng gi th bn l mt thnh vin ca cu lc b Apple. Tnh duy nht trong tri nghim khch hng l mt trong nhng thnh cng ca chin dch marketing ca hng. Mt khi bn tr thnh thnh vin ca cu lc b th chc chn bn s quay li v mua sn phm mt ln na. Lng nghe

iu quan trng nht m chng ta cn ht sc lu tm l hy to ra nhng tri nghim cha tng c cho khch hng, t hy nhng khch hng trung thnh cng nh cc phng tin truyn thng gip bn bn hng. chnh l cch m Apple lm. H cc khch hng s dng sn phm ca mnh sau mi h pht biu cm tng ca mnh. Cn c vo h s to ra nhng sn phm tt c cht lng cao, ph hp vi th hiu ca khch hng v thu c nhng phn hi rt tt t ngi s dng. Bn c bit rng, cc hng nh Nokia hay Sony Ericson u c nhng sn phm in thoi di ng vi nhng chc nng hin i nh nghe nhc hay kt ni Internet nhng sn phm tng t ca Apple cho n nay vn l sn phm c a chung nht?

Mt CEO c uy tn

Nu lnh o cng ty gii v c uy tn, chc chn mi vic s tin trin tt p. t nht, nhiu khch hng s nhn vo , Apple chim c tri tim ca h. Steve Jobs, CEO ca tp on Apple lun a ra nhng sn phm mi trc cc khch hng v cng lun th hin l mt ngi rt quan tm n mi hot ng ca cng ty. iu cng th hin rng CEO l mt ngi c ti, nhit tnh v thn thin. K t khi Steve ln nm quyn iu hnh, mi cng vic u din ra rt tt v chnh th hin c c tnh ca ng. To lp uy tn v lun i trc mt bc Cch y khong 5 nm, sau khi chim lnh th trng MP3. Apple c th t tin vi nhng thnh cng ca mnh. Th nhng khng phi l nhng g m hng ny lm. H tip tc sng to, nghin cu v tip th nhiu sn phm mi bi Apple khng mun ng sau nhng ci tn nh SanDisk, Microsoft, Creative, Samsung, hay bt c mt thng hiu no khc.

Mt trong nhng cch tt nht bn c th t c nhng n lc marketing ca mnh l lun i u trong cc dng sn phm bng cch chim lnh th trng ln. V khng cn s la chn

no khc l bn phi tht s ni bt. Nhn thy iu ny, Apple mt ln na, chinh phc c th gii tiu dng bng iPhone Bn c bit LG, Samsung, HTC, v Nokia, tt c u c nhng tin ch tng t nh iPhone? V 3G hin nay cng cn c cc chc nng hn hn iPhone. Trong kinh doanh, c rt nhiu thch thc v phi cnh tranh vi cc i th ln. To lp uy tn v lun i trc mt bc l mt chin lc gip cc cng ty tr vng trn thng trng. to c uy tn vi khch hng i hi mt qu trnh lu di, v khng phi d dng. Nhng y l iu tht s quan trng v c ngha to ln i vi s thnh cng ca mt cng ty. V cui cng l...Mt ci tn d nh

Hy nhn tn cc sn phm ca Apple: iPod, iPhone, iMac v.v Khng phi ci tn no cng hon ho nhng tt c chng u d nh phi khng? V hy th so snh nhng ci tn ny vi tn ca cc b phn my mc. y cng l mt im m chng ta nn hc tp t Apple. Hy t mnh vo v tr ca khch hng xem h c gp kh khn no trong vic khi nh hoc truy cp a ch website cng nh din n chung ca doanh nghip mnh khng t c nhng bc i vng chc v xy dng thng hiu thnh cng cho doanh nghip. www.DalatSME.com - C rt nhiu nguyn nhn to nn s ni ting ca Iphone - 1 chic in thoi to nn s t ph trong th trng in thoi di ng. l mt chin lc PR, qung co n tng, h thng phn phi n nh, mt thng hiu c tn tui. Th nhng, Nokia chi s tin khng nh qung co cho N-series nh mt k nguyn gii tr a phng tin, h thng phn phi rng khp, v thng hiu ln nht th gii vn khng mang ti s t ph mnh m n th. Vy nguyn nhn chnh l g? l mt chin lc kinh doanh n tng!

Khng nhm vo s tri nghim cng ngh cao, gi thnh r, hay nh v th trng c nh. IPhone a ra mt tri nghim hon ton mi trong th gii smartphone lc . Ngi dng Iphone c cm gic v ng cp, s khc bit, thch th, cng nh s "chiu i" ca Apple vi nhng khch hng ca mnh. PR rt mnh, hng ti khch hng t khi dng Smartphone, gim gi bn, th hin ng cp... l nhng chin lc m Apple thnh cng khi pht trin Ipod v Mac.

Nu ni mt cu v thnh cng, th l "mang ng cp cho ngi dng bnh dn".

S chin lc Iphone

Ta c th thy cc ng dng ti thiu c Apple gim i gim chi ph c c mc chi ph mc tiu: Camera km khi chp, khng c led. Phn mm ng dng rt t, giao tip kiu c gn nh b loi b (thanh trt, bn phm o), Giao tip Bluetooth, wifi khng mnh v thng ch tch hp vi chnh Apple v cn rt nhiu yu t khc nh: chi ph bo dng cao, phi ng k 2 nm thu bao... Nhng nhng yu t khc li rt tuyt vi, to nn s khc bit hon ton: Cu hnh tng ng vi 1 my tnh bn cch y 10 nm, cng 8-16GB. Thit k bt mt vi mn hnh rng. Cm ng a chm u tin gip ngi dng c th giao tip nh nhng bng ngn tay.

Tch hp vi cc thit b ngoi vi (mc d rt t): iu khin, thit b t. V c bit l trnh duyt web rt tin li. Ngoi ra cn c yu t cm xc khi s dng Iphone: ngi s dng n xng ng ng 1 ng cp khc trong x hi - l l do Iphone a ra nhng chin lc PR nhiu hn l nhng clip qung co rm r. chnh l im mnh ca Iphone, lm lu m cc im yu ca n (Iphone 3G hot ng vi tc 2,5G). Trong khi vn gi c gi rt r: di 200 hoc 300 USD. c mc gi ny, Iphone cn cn s dng phng php nh gi chia nh bn: Apple tha thun vi nh cung cp khch hng bt buc phi ng k s dng dch v vin thng trong 2 nm trong khi chi ph ny Vit Nam gn nh bng 0. Nh vy, gi thnh thc t ca Iphone c th cao hn nhiu ci gi 200USD m Apple a ra. V vi chin lc , Iphone thnh cng, ni ln tr thnh chic in thoi bn chy nht mi thi i: Sau 2 nm, Iphone chim lnh ti 17% th trng Smartphone, v thm ch c lc bn c hn 1 triu chic ch trong 1 ngy! Mong nhn c cc bi phn tch nh gi khc ca cc bn. Theo Saga

Nhng chin lc Marketing gip xy dng gi tr (Phn 2) Cp nht lc: 10h 15.04.2009
Barry Silverstein

Tip theo phn u ca Chin lc Marketing: Xy dng gi tr, chng ta s i tip v casestudy ca Hyundai v mt s thng hiu khc nh Apple, Walt Disney v Bank of America.

Tip theo thnh cng ca Bo an Hyundai trc , vo thng 3, Hyundai cho tr chm li thp i vi 2 dng xe ca h, nhm gii quyt vn kh khn v tin mt hin nay ca khch hng. Dave Zuchowski, ph gim c kinh doanh ca Hyundai Motor America cho bit: Chng ti tin rng Bo an Hyundai s lm tng doanh s, v nhng chng trnh ph tr s gip dn chng ti n thnh qu cui cng mt cch tt p

Mt s cng ty khc xy dng gi tr cho mnh nh khuyn khch s c o ring c, hay cung ng nhng gi tr c bit trong mt khon thi gian gii hn. Disney cng va cho ra mt sn phm

phin bn bch kim nhn dp k nim 70 nm tui ca ch b ngi g Pinochio, bao gm cc a phim DVD v phin bn cht lng cao ca cc tuyn tp xut sc to nn tn tui ca Disney.

Cc sn phm bch kim t ny nm trong vic Disney thc hin li ha v nhng sn phm c mt khng hai ca mnh, v d nh nm 2001 th h xut bn n phm Bch tuyt v By ch ln, ri n phm c Ngi p ng trong rng trong nm ngoi.

Disney gi y l mt trong nhng thng hiu c nhn bit tt nht th gii, vy ti sao li cn phi pht hnh nhng n bn bch kim nh vy? l do nhng tc phm ny cng gip cng c hnh nh ca h tt hn. Mt khi chng trnh kt thc, cc tc phm ny s khng cn chiu trn cc knh truyn thng truyn thng na, v nhng tn ca Disney s c s hu nhng n bn c nht m sau ny khng cn pht hnh na.

Mt cch na xy dng gi tr c v phc tp nhng rt hiu qu: Tng cc tin ch gi tr ln sn phm v chm c quyt nh mua ca ngi tiu dng.

Dng iPhone ca Apple nhm ti phng thc ny. Trong lc n ang cao tro vi cc tn ca mnh mc d gi rt cao, nhng vn c nhng tr ngi v mt k thut.

Apple sau bit cch khc phc bng cch cho php ngi s dng pht trin dng iPhone. Kt qu l vi kho d liu Apple, c hng ngn ng dng dnh ring cho iPhone, v mt s ng dng c ti min ph. 100.000 ngi pht trin phn mm download cc tin ch ch trong 4 ngy u thng 3/2008. Cui thng 3/2008, Apple t mc download k lc 1 triu lt.

Nhng ngi ta download do sng o vi iPhone hn l chc nng ca phn mm. 30 triu lt download t Apples App Store c phn tch v cho kt qu l trn 70% ngi dng s dng ngay phn mm download, 95% khch hng s dng chng trnh sau khi download trong vng 20 ngy k t ngy ti v my.

V n nay Apple chng t c h l thng hiu dn u v cng ngh, vi m hnh pht trin iPhone ca mnh, m trc y cha mt thit b truyn thng no t c thnh cng nh vy.

Apple ra mt iPhone, mt cch Marketing thng minh? Cp nht 10-12-2007 15:58

C vo thng 1, gim c iu hnh ca hng Apple, Steve Jobs li ng trn sn khu trung tm Moscone ti San Francisco gii thiu sn phm sp ra mt ca Apple, y c coi l mn cng b sn phm quan trng nht ti hi ch MacWorld. Tin n v sn phm mi m Apple sp ra mt th trn lan t my tun trc trong gii ph bnh ngnh cng ngh, cng nh cng ng nhng ngi yu thch sn phm ca Apple.

Apple l in hnh cho nhng cng ty lun gi kn k hoch tung ra sn phm mi ca mnh. Apple gi kn mi thng tin v sn phm cho ti khi tng gim c Jobs cng b v chng mt cch rt honh trng ti nhng s kin ln hoc nhng bui ra mt hp tc lm n c b. Trong rt nhiu ln nh th, thng thng ngy m Job cng b sn phm cng l ngy cc sn phm ca Apple sn sng c mt trn th trng. Nhng khng phi cng ty no cng th. Nh Microsoft chng hn, cng ty ny cng cng b nhng miu t k thut v cc sn phm ca mnh, nhng phi sau hng thng thm ch hng nm th sn phm ny mi ra i. Xt t hai v d trn, th cch thc ra mt sn phm no mi l tt nht? Vic ny ph thuc vo loi sn phm, vo cng ty v vo v tr ca cng ty trn th trng, nhng chuyn gia ti trng i hc Wharton (Pennsylvania, U.S.) cho bit. y khng phi l mt trng hp c th d dng xc nh. Khi mt cng ty cng b trc v sn phm ca mnh, cng ty cho i th bit h sp phi cnh tranh vi kiu sn phm nh th no. Nu nh l mt cng ty c quyn thng tr mt th trng sn phm chuyn bit th cng ty c y l do sm gii thiu sn phm ca mnh ra cng chng, n gin l h khng phi s s cnh tranh t pha nhng cng ty khc. Nhng nu cng ty c nhiu i th ngang sc trn th trng th vic cng b sm sn phm s sinh ra nhiu nhc im hn l u im. Song vn cn nhng bin s khc cn tnh ti nh lng ngi quan tm v vic cng b sn phm (ni cch khc l k vng ca cng chng), s ph thuc vo i tc lm n ca cng ty cng nh thi gian khch hng s hu sn phm. Do cch tt nht l phi da trn phn loi sn phm bit r c loi sn phm no mi nn cng b sm. Nu l mt sn phm c th tn ti trong thi gian di (khong vi nm) th vic cng b sm sn phm l hp l, v thi gian khch hng mua sn phm ny cng di hn. Nhng trng hp l mt sn phm d dng b thay th bi nhng sn phm khc th k hoch sn xut sn phm ny phi lun c gi kn. Nh nhng sn phm c bn cao vy, chng thng t hn, v cng nhiu ngi mua hn, do cng thng c gii thiu ra cng chng t rt sm. Ly mt v d in hnh: Hng Sony cng b v sn phm PlayStation 3 t rt sm trc khi hng ny tung ra sn phm, n gin v hng ny cn mt nhm nhng i tc xp hng ch sn phm ra, trong bao gm nhng nh pht trin phn mm to tr chi cho PlayStation3 v c nhng hng bn l phn phi p ng nhu cu ca mt lng ln khch hng. V d nhin l Sony cng mun nhng ngi ch ca PlayStation 2 phi ch i cho k c chic PlayStation 3 i mi. Hng Sony a khch hng ca mnh vo trng v khch hng th ch tm n chic PlayStation trong thi gian t khi cng b s c sn phm ti khi chic PlayStation mi cng ra mt m thi. Xt li th qu l vic cng b sm sn phm vn thng l chiu thc ca nhng cng ty ng u cc ngnh sn xut. Qu tht, nhng cng ty cng b sm v sn phm ca mnh, cng chnh l nhng cng ty tin phong trong ngnh v l ch ca nhng c phiu bluechip. Nhng cng ty ny thng qua

vic cng b sm sn phm ca mnh m t ra hng i mi cho c ngnh cng nghip, thu ht s tr gip t nhiu pha cho nhng tng mi m v thc y nhng k hoch pht trin sn xut ti cc cng ty khc trong tng lai. Kt qu t c t nhng v cng b sm Nghin cu ca Schatzel-Calantone vch ra 8 thuyt gii thch v kt qu s t c i vi vn qung co sn phm v d bo th trng thng qua nhng v cng b sm sn phm. Mt trong tm thuyt l: Vic cng b sm sn phm s to ra mt vng tun hon m trong cng ty c th vch ra dn v k hoch ca mnh cho nhng nh cung cp, nhng nh phn phi, i tc lm n v c khch hng, t xy dng nn nhng k vng, d on, thc y c phiu tng trng da trn thng hiu ca cng ty, gia tng thm ngn qu u t vo sn phm. Nh mt v d v xe MiniCooper ca BMW chng hn. Sau khi cng b sm v chic xe ny th s k vng ca th trng tng ln rt nhanh chng v nhng hng bun ca BMW th nhn c cc khon t cc mua trc kch s t nhng khch hng tng lai, nhng ngi mun s hu chic xe k c cha nhn thy n. Vic ny xy ra thm ch rt nhiu thng trc khi chic MiniCooper tht s ra mt. Tuy vy, vic cng b sm sn phm cha chc s mang li thnh cng. Nhng v cng b ch l mt cng c trong ton b chin lc qung co gii thiu sn phm m thi (chin lc marketing) v hn na cng c ny li phi i i vi nhng mi quan h cng chng ca cng ty. Nhng v cng b sm sn phm, do , s c lan truyn v qung co trn bo ch hon ton min ph, v chng c coi nh mt kiu tin tc, trong khi thc cht li qung co cho sn phm mi ca mt cng ty. Lm ng bng i th cnh tranh Trong hai v d ban u v Apple cng b sn phm iPhone ca mnh vo ngy 29 thng 6 v Microsoft cng b sn phm My tnh cm ng b mt (Surface Computing) vi mt bn l mt mn hnh cm ng nhit vo ngy 29 thng 5, th c hai v d ny c mt im chung rt ng ch l hai hng u ang bt chc mt im g ca hng kia. V pha nh sn xut chic iPhone, Apple gn y li cng b sm nhiu sn phm hn trc mt chin lc rt him thy ca h, trong khi Microsoft, tp on vn hay qung co v cng ngh mi rt sm, th nay ang gia tng bo mt cho nhng sn phm ca mnh. Ngi ta nhn ra rng Apple thng bo v sn phm iPhone, sn phm a hng ny gia nhp vo th trng ca nhng chic in thoi vi tnh nng thng minh, v Apple thc hin cng b tin tc v iPhone sm tn 6 thng trc khi sn phm thc s ra mt. Apple qu thc mun cho tt c nhng ai ang n o chun b mua mt chic in thoi mi trong vng my thng ti, bit rng h nn i ti khi chic iPhone c bn ra trn th trng. Cng ty ny thc hin chin lc lm ng bng th trng v do chin lc cng b sn phm sm ca h tr nn hp l. Kh nhiu khch hng l nhng ngi rt st sng mun mua 1 sn phm mi. Nhng cng ty, do , to ra mt cam kt vi khch hng trong chnh suy ngh ca khch hng rng h sp c mua mt sn phm mi. Nh bng vic cng b v sn phm vo thng 1 th Apple thu ht c nhng khch hng kiu trn ch i sn phm iPhone. Mt ngi bn ca ti lm mt chic Treo (chic in thoi di ng vi tnh nng thng minh ca hng Palm). Anh ta thay v mua mt chic mi, li ang s dng mt chic in thoi c v n gin anh ta bit rng sp c chic iPhone v anh ta c th mua n. Theo truyn thng, Apple thng gi kn mi thng tin v k hoch trnh lng sn phm ca mnh v khng l ra mt s h no cho ti khi tng gim c Steve Jobs cm thy n thi im ph hp cng b sn phm v thi im thng l nhng s kin hoc nhng hi ngh quan trng ca hng. Chic iPod chng hn, n c cng b rt bt ng vo nm 2003 v sau tr thnh mt cn st, mt v lm n cc k thnh cng ca Apple. Chnh s thnh cng ca nhng sn phm i u nh iPod khin Apple phi gim tnh bo mt i i vi cc k hoch lin quan ti iPhone. V nu nh mt cng ty lun c nhng sn phm dn u trong ngnh th cng ty cng nn cng b trc sn phm gim kh nng cc cng ty khc cng ngnh tranh ginh th phn hay bt chc sn phm vi cng ty mnh. Song lm nh vy th cng s c t cng ty hn s da vo vic cng b m loi b i sn

phm ca mnh. Gi nh iPod khng em n mt thng v thnh cng th c l iPhone cng c tung ra theo cch khc b mt hn. Nhng Apple qu l cn cng b sn phm sm hn tht. V nu Apple mun chic iPhone tr thnh v lm n ngon ngh th hng ny cn cn ti s tr gip ca rt nhiu bn hng. Chic iPhone trc ht phi t c s chp thun ca y ban Vin thng Lin bang; ri n cn cn ti mt bng truyn khng dy t pha i tc nh AT&T chng hn; cc nh cung cp v sn xut cng phi xp hng di c th sn xut ra sn phm ny v nhng ph tng km theo. Nhng sn phm cn ti s h tr t cc i tc ca cng ty cng tng c cng b t rt sm trc khi ra mt, nh phn mm qun l Vista ca Microsoft c cng b hng nm trc khi ra mt sn phm; nh Microsoft c th ku gi nhng nh cung cp phn mm, nhng hng bn l v nhng nh sn xut PC cng gp sc a n thnh cng cho sn phm. Nhng sn phm c cng b sm thng l nhng sn phm nn m t nhng sn phm khc v cc thit b b tr c sn xut theo, ging nh Vista ca Microsoft k trn v AIR sp ra ca hng Adobe chng hn. Thc ra, tng gim c kim gim c sn xut ca h thng Adobe, Shantanu Narayen cng nhn mnh tm quan trng ca vic li ko cng ng nhng nh sn xut khc tham gia vo vic cung cp cc thit b hoc cc sn phm h tr cho sn phm ca hng trc khi sn phm ny c chnh thc tung ra trn th trng. Minh bch ha k hoch sn xut sn phm s cho php cng ty c c nhng sn phm b tr t pha nhng nh sn xut khc, v t sn phm ti tay khch hng s l mt sn phm hon thin hn hn. Ngoi ra hng Adobe cn a ln bn dng th AIR t thu thp kin ca cc khch hng. Nhng Narayen cng nhn mnh rng vic cng b sn phm sm cng l mt con dao hai li. Khi chng ti cng b sm sn phm ca mnh, i khi mi ngi li c xu hng dng khng mua hng na bi v h thc l sn phm mi sp ra ri. Do cn phi c s cn bng trong vic cng b sn phm. Nhn li th c l cng b sn phm 9 thng trc k hoch nh ra s l mt v ra mt qu sm, ging nh trng hp chng ti thng bo sn phm Creative Suite s c mt trn th trng vo qu II chng hn. V phn mnh, hng Apple c l ang t to ra mt cch thc ring hn hp c hai phng php cng b sn phm ni trn (cng b t rt lu trc khi sn phm ra mt v cng b trc khi sn phm c tung ra c vi ngy ). Hng ny cng lc cng b sm sn phm, nhng ngoi ra cng to ra nhng c n bng vic gi b mt v sn phm cho ti pht cui cng. Trong khi hng ny cng b sn phm iPhone vo thng 1 th rt t ngi ngoi hng tng nhn thy sn phm hot ng. V cng b sn phm qu l mt v kch di! Microsoft, vn l tay non trong vn cng b sn phm tht tt trc khi cho ra mt, th nay ang c nhng cch thc ra mt rt khc nhau ph hp vi mi loi th trng mt. Vi nhng sn phm m cng ty mun a vo mt th trng mi nh sn phm my chi nhc Zune chng hn, th cng ty phi bo mt rt chc chn do cng ty nhn nh mnh cha c ch ng thng tr trong th trng ny. Trc khi cng b v sn phm my tnh cm ng b mt, sn phm c thit k dnh cho khch sn, qun bar, th Microsoft cng gi b mt. Trong nhng th trng m cng ty ny gi v tr km hn so vi nhiu hng khc nh th trng thit b mi trng, hay qung co trn mng th cng ty ny cng thng gi b mt v cc k hoch ca mnh. Nhng sn phm my tnh cm ng b mt li khc hn. Microsoft trong trng hp ny ng vai tr nh mt cng ty khi nghip. Hng khng phi cng b sm sn phm ny l v y cha phi l mt th trng ln no c, v do cng khng c i th cnh tranh r rng no ht. Khi Microsoft cng b v sn phm My tnh cm ng b mt, tng gim c Steve Ballmer nhn ra rng c c mt th trng rng ln c l cn mt thi gian nht nh. H pht hin ra mt trin vng cho tng lai khi m loi my tnh cm ng b mt ny trn lan khp ni, t mt bn cho ti v tr i din nhng chic gng ngoi hnh lang. Chic my tnh ny mi l bc i u tin ti tng lai m thi.

Tuy nhin, cng c nhng nhn nh t pha cc gio s cho rng khng nht thit phi gi b mt v nhng loi sn phm mi. Thc ra vic cng b nhng cng ngh mi c ngha to ra tm l sn sng cho nhng khch hng c th mua cc sn phm cng ngh mi ny. Ngi ta cho rng: tng mi thng cn c cng b sm. Nhng liu iu g c th gy ra tht bi bt k cc loi hnh cng b sn phm sm hay mun. Khng mt bin php marketing no c th m bo thnh cng nu nh sn phm mi khng c nh mong i ca khch hng hoc phi sn phm ny phi i mt c vi nhng sn phm cnh tranh rt mnh ca cc hng khc. Trong trng hp ca Apple, nhng i th sn xut in thoi khc nh HTC v Samsung, cng c loi sn phm in thoi cm ng mn hnh nh iPhone. Mt ri ro na l vic cng b mt sn phm mi s khin lng khch hng ang mua sn phm hin thi ca cng ty ngng mua hng ch sn phm mi. V d nh vic ra i chic iPhone cng lm gim i phn no lng tiu th iPod. Song vn c nhng chuyn gia cho rng chic iPhone rt c o v hon ton khng phi trc tip cnh tranh vi nhng sn phm in thoi di ng khc. Qu tht nu bn ang c mt danh mc cc loi sn phm hon ton mi, hy cng b sn phm ny tht sm c c v tr tin phong trong th trng mi m dnh cho loi sn phm ny. Nhng chuyn gia ca trng i hc Wharton th cho rng mt trong nhng ri ro ln nht khi cng b sn phm l s k vng qu cao ca th trng. Khi Apple thng bo v chic iPhone th k vng v sn phm ny tng n mc chng mt. Ngi ta d on rng hng Apple s bn c 45 triu chic iPhone vo nm 2009, mc d Apple cha d nh t c lng bn nh th. Hng ny ch khng nh trong bui hi ngh ca cng ty vo thng 1 va qua l hng c tnh s bn c 10 triu chic iPhone trong nm 2008. Cng lc , cc nh phn tch cng e s rng k vng cao c th l mt chng ngi vt i vi vic ra mt sn phm iPhone trn th trng. Sai lm ln nht m cc cng ty mc phi chnh l khi h nh gi qu cao hoc qu thp lng tiu th sn phm ca mnh. C rt nhiu li bnh lun t bn ngoi v s lng tiu th sn phm c th t c ca cng ty. Nu nh cng ty c lng s sn phm tiu th ca mnh qu cao so vi con s thc t, th vic tung ra sn phm ny s b coi l mt v lm n tht bi. V do s c rt nhiu li ph bnh ch trch sn phm ny t pha cc i th cnh tranh. Thc ra, ngay nh hng Palm cng b nhiu nh phn tch th trng xoi mi, khi vo ngy 29 thng 5, hng ny tung ra sn phm my tnh siu mng Foleo, i km vi th h in thoi di ng thng minh, nh chic Treo ca hng ny chng hn. Trong khi hng c gng gi b mt v sn phm, th gim c hng Palm, Jeff Hawkins l ra cht t gi rng s c mt cuc cng b v sn phm rt ln. V qu tht vo ngy 29 thng 5 cng ty cng b sn phm ng thi ch ra rng sn phm ny s m ra mt danh mc mi cc thit b b tr cho in thoi di ng. Cng b ny khin ngi ta k vng cao v sn phm. Nhng khi thit b Foleo c tung ra vo ngy 30 thng 5, th phn ng ca rt nhiu nh phn tch trong ngnh li rt hng h. Thm ch nh phn tch Todd Kort cn cho rng y l v ra mt sn phm ng tht vng nht trong nm 2007. Trong khi Jonathan Hoopes, mt nh phn tch ca cng ty ThinkEquity, t bi hn khi vit rng: Sn phm Foleo xut hin sm hn thi ca n khong 2 n 3 nm. Chuyn gia ca trng Wharton cho rng vic to ra nhng c n l rt tuyt nhng nu cng b sn phm sai thi gian th khng th tt bng vic cng b n chm hn. Trong trng hp ca Palm, th c l uy tn ln ca Hawkins rng hng Palm thng to ra nhng sn phm cng ngh y sng to, lm trm trng tnh hnh. Hawkins tng to ra hai loi sn phm hon ton mi m i vi th trng l chic PalmPilot v chic Treo. Mi ngi do k vng rng cng ty s cho ra mt sn phm th ba cng y tnh sng to nh hai sn phm trn. Song mt chic my tnh xch tay thng minh nh gn l Foleo khng sc p ng nhng k vng . Kt li, theo ng nhng nhn nh ca cc chuyn gia ti Wharton, bi hc ln nht dnh cho cc cng ty l sn phm chnh bn thn n mi l vn c bn hn rt nhiu nhng chin dch marketing honh trng hay nh ho quang ban u ngi ta ph ln n. Nh vic cng b sn phm Windows 95 ca

Microsoft, ng o ngi tiu dng coi l mt thnh cng rt ln. Song phn mm Vista li khng c cho l nh vy k c nh chin dch marketing cho hai sn phm ny ging ht nhau. Sn phm c nh gi l khng hn g my so vi Windows XP hin hnh. Vn thc t y qu khng nm trong chin dch marketing nh th no m li c quyt nh sn phm. Nu sn phm khng c nh k vng th k c chin lc marketing tuyt ho cng s khng gip c g.

Hc cng ngh lng x ca iPhone 2009-11-25 09:48:04 Cu chuyn c k t thi iPhone nm ngoi n iPhone 3G nm nay. Trong nh l cnh tng ngi Php xp hng di trn i l Champs-Elysee, di ci lnh ca Paris ch mua iPhone, ngy 28/11/2007. S t hn l nhng ngi dng lu tri, n chc nm ch bn cc kho hng v i l ca Apple. Ngy 5/7/2008, phng vin ca CNN li thy mt nhm dng tri bn ngoi Apples Fifth Avenue Store. Bn chng trai v mt c gi tr thuc mt nhm hot ng c tn TheWhoFarm quyt tm lp k lc Guinness v xp hng lu nht i mua mt ci g . Nhm ny mun n theo s kin iPhone 3G gi thng ip ti ng ch th 44 ca Nh Trng (cha r s l Obama hay McCain): Hy bin bi c rng 17 mu Anh ca Nh Trng thnh nng tri! Tnh hung trn c th lm Steve Jobs (CEO ca Apple) hi km vui v nhm xp hng khng ton tm ton vi iPhone, nhng du sao, vic iPhone ht c nhng ngi hm m cung nhit (d l s t), hoc ai c mc ch khc, ti xp hng c tun ch mua my l mt thng li ln. Cng vic cn li s l ca gii truyn thng, tha h truyn ti khp th gii thng tin v vic c nhng k in r nh th, v cng chng cng thm t m v iPhone 3G. Phi tha nhn rng cng ngh lng-x ca Apple rt tn tin, tn tin nh cng ngh sn phm ca h vy. N bin nhng i tng c lng-x ca hng thnh nhng ngi sao, cho k khc c nng gt, chm sc, t im. V nh iPod, theo sau sao ny l mt lot hng chuyn cung cp ph tng nh: Belkin, iSkin vi v bao; iRhythms, Altec Lansing vi loa v tai nghe; iPhone cng khng km phn nh m. Ngoi nhng ph kin thng thng, mt s hng ch tc th cng cn li v my nng tm cho chic siu in thoi, nh nhng chic iPhone nm vng, bch kim, kim cng ca cc nh ch tc Omasu, GoldStriker, Continental Mobiles Khng ch to ra mt ngnh cng nghip n theo, iPhone cn lm nn mt khi nim v mt cho thit k in thoi di ng. Hy nhn chic in thoi i900 Omnia ca Samsung, trng n khng my khc iPhone: mn hnh cm ng rng, ti thiu phm bm, v cn ging iPhone lp vin kim loi. Cc hng LG, Sony Ericsson, HTC cng u c mt vi dng sn phm nh th. S hu mt sn phm c lng-x, khng c ngha l t sn phm s lng-x cho ch. Nhng, th tri nghim n, th l gii ti sao cu chuyn quanh n n o n vy, hiu qu c l khng ch dng mt th chi, m cn gi m thm cho tng kinh doanh. Mt v d, phn tch s b iPhone di gc 4 chin lc ca marketing (4-p):

Product (sn phm): L sn phm cng ngh nn iPhone tp trung vo nhng cng ngh cao v c bit l th, c tnh tng tc mnh vi ngi dng, nh cng ngh chm a im, mn hnh t iu chnh ch hin th ngang/dc theo chiu xoay, Price (gi c): Ni theo ngn ng ca ngi Vit l phi chng. Mt chic iPhone 8GB hin nay c gi khong 400USD, cn iPhone 3G s c gi r hn: 299USD (vi iu kin ngi mua s dng mng dch v ca AT&T trong thi gian 2 nm). Place (phn phi): iPhone chnh ngch s ch c phn phi qua mt s nh cung cp dch v mng, iu h tr kh nhiu cho gi bn, ng thi li to cho ngi mua cm gic mnh mua c sn phm thuc limited range (s lng c hn). Promotion (khuch trng): Khng phi bn thm! V iPhone thnh cng, t nht l trong marketing, cho ti thi im ny.
2. Trng trch PR cho iPhone 4S: Nhiu i tc cng gnh vc! Apple tng c chin lc la chn mt nh mng no lm nh phn phi c quyn trn mi th trng nh AT&T ti M, China Unicom Trung Quc hay Softbank ti Nht Bn. Th nhng ti phin bn iPhone 4, v gi l iPhone 4S, chin lc trn dn thay i. Thay v b hp mi quan h i tc vi mt nh mng duy nht, Apple bt tay vi hng lot nh mng khc tng cng thm nh phn phi iPhone trn mi th trng, v iu ny va gip ngi tiu dng c thm nhiu la chn phong ph, va l cch Apple san s trng trch PR sn phm mi cho nhiu i tc cng gnh vc. Khi cuc chy ua thc s gia cc nh mng c bt u, hng no cng mun thu ht c nhiu ngi mua iPhone v pha mnh ( hng ti mc tiu gn b vi dch v sau ny), v t y, hng lot chng trnh cnh tranh quyt lit c tung ra. Trn th trng M, lnh mi Sprint tung ra gi dch v d liu khng gii hn, i u vi cc nh mng Verizon Wireless v AT&T vn khng cung cp gi dch v ny. Trong khi , ti Nht Bn, i tc c quyn phn phi iPhone mt thi l Softbank quyt nh p dng chnh sch gi thu bao thng hp dn nhm to li th cnh tranh trc i th KDDI va ginh c quyn bn iPhone 4S ti y. Sau tt c nhng iu , Apple l hng c li nht pha sau, khi cung cp ngun hng cho cc nh mng cng phn phi, cng nh hng tri ngt t nhng n lc qung b mnh m ca cc i tc vin thng ny. Vy l, ngay t lc mu smartphone mi nht cha xut hin trn th trng, Apple c c nhng bc chy y tch cc trong vn bi mang tn iPhone 4S. 3. Qu sm ni ti thnh cng, nhng ni v hp dn!

Ti thi im ny, d tr thnh sn phm c ngy m mn thnh cng nht trong lch s bn hng ca Apple, song vn cn qu sm ni ti nhng kt qu ti sng trong tng lai ca iPhone 4S. Tuy nhin, vi nhng thng tin cu hnh v dch v c trang b cho iPhone 4S, c th thy sn phm ny xng ng l mt mu smartphone y hp dn trn th trng. Khi so snh vi ngay sn phm tin bi y thnh cng l iPhone 4, th d khng mang thit k t ph song iPhone 4S li ghi im v ni tht ca my vi vi x l A5 (Cortex A9 Dual-Core), kh nng lm vic ca iPhone 4S mnh m gp i so vi iPhone 4 c trang b A4 (Cortex A8 tc 1GHz). Bn cnh , camera sau 8-megapixel thay v 5-megapixel nh trc cho php iPhone 4S tr thnh mt chic my nh s y cht lng, vi kh nng chp hnh siu nt v ghi video full HD. Cha ht, iPhone 4S cn ha hn tc trao i d liu nhanh n tng so vi iPhone 4, cng nh thng nht 2 chun mng GSM v CDMA v cng mt mi. Trong nhng ng dng v dch v h tr i km, dch v tr gip ra lnh bng ging ni Siri c coi l phn b sung th mnh mi ca iPhone 4S, khi gip cho thit b ny thc s tr thnh mt ph t y hu ch, p ng mi nhu cu thng tin cho ngi s dng. Do vy, s tht khng cng bng khi ni rng iPhone 4S gy tht vng ch bi v sn phm ny khng phi l iPhone 5. Vi nhng ngi bt u mun s hu mt mu smartphone mi, hay c { nh i d cng, iPhone 4S l s la chnkh ch. i vi Apple, chc chn vn bi thng hay bi ca iPhone 4S s c { ngha vt ra ngoi phm vi ca mt phin bn smartphone n thun, bi y l sn phm u tin nh du thi kz hu Steve Jobs ca Qu to. Nu thnh cng, hng ny s khng nh c rng, nhng con ngi li vn sc cho li con thuyn Apple tin ln pha trc. Nu khng t c nhng kz vng nh ra, Qu to s phi i mt vi nhng ch trch nng n, rng Apple khng cn l chnh h khi mt i Steve Jobs./.

Ai mua iPhone 4S?

Th hai, 17 Thng 10 2011 11:37 S truy cp: 10

Theo mt kho st gn y ca trang in t tiu dng Retrevo, hu ht ngi dng BlackBerry v nhng ngi s hu cc mu iPhone th h trc nh 3G v 3GS l khch hng chnh ca iPhone 4S. Kho st ca Retrevo phng vn 1.300 khch hng mua iPhone 4S. C th, theo kho st c 44% ngi dng iPhone 3G, 3GS mua iPhone 4; 42% ngi dng iPhone 4 mua iPhone 4S; 24% ngi dng BlackBerry mua iPhone 4S v ch c 12% ngi dng cc smartphone Android mua iPhone 4S. Retrevo cng kho st phn ng ca khch hng vi iPhone 4S v nhn thy c 47% ngi mua iPhone tht vng vi chic in thoi mi. L do ln nht khng phi l iPhone 4S trng vn nh c, ngha l thiu mt phn thit k mi (mc d cng c 21% tht vng v iu ny), m ci chnh l iPhone 4S khng h tr kt ni 4G. Trong khi , 9to5 Mac tit l, mc d Apple tuyn b phi n thng 11 h mi bt u tung ra mu iPhone 4S bn khng kha mng nhng nhiu ca hng ti M c bn sn phm ny. c kh nhiu ngi dng M mua c dng sn phm ny v kch hot thnh cng. Cc khch hng mua iPhone 4S khng kha mng cho bit, vic kch hot sn phm rt d dng v h ch vic kt ni chic in thoi vi iTunes v mt ca s m kha s hin ra. Nhng chic iPhone 4S ny thng c bn km theo mt th SIM ca nh mng AT&T v tt nhin l ngi dng c th tho ra thay th SIM ca mnh vo d dng. Ti M, iPhone 4S bn khng kha mng hin ang c bn vi gi 649 USD (khong 13.650.000 , bn 16GB), 749 USD (15.750.000 , bn 32GB) v 849 USD (17.850.000, bn 64GB).

Vn chin thut c tng p dng cho cc sn phm nh Iphone, Ipod, Macbook Apple gii thiu Ipad hay cn gi l PC Tablet bng chin lc c th gi l Curious Marketing hoc Rumor Marketing, mt nh ngha mi m v y sng to, c p dng rt thnh cng vi cc sn phm trc, a tn tui Steve Jobs v thng hiu Apple bc vo trang s mi trong lng cng ngh, di ng v gii tr. Chng ta hy cng tm hiu v phn tch i cht v nh ngha mi m ny v phn tch s ng dng v tnh hiu qu ca n trn kha cnh Marketing. Curious Marketing ( Rumor Marketing): l loi hnh Marketing da trn c s truyn b thng tin, thng ip, hoc hnh nh mt cch c c s. Thng ip, thng tin, hnh nh lin quan n sn phm c lan truyn trc khi sn phm chnh thc c gii thiu hoc tung ra th trng, nhm kch thch s t m, bn tn t lan truyn rng ri bng nhiu hnh thc truyn thng khc nhau, s lan truyn c hnh thnh t chnh ni ti bn thn ngi tiu dng v t tc ng n cc phng tin thng tin i chng. Khng ging nh cc hnh thc Marketing khc nh Viral marketing ( Virus Marketing), Guerilla Marketing ( Marketing du kch) Curious Marketing mang li cho ngi tiu dng s t m bng cc thng tin khng chnh thc v nhng iu th v, d on hay hnh dung v sn phm, dch v sp c tung ra th trng. S t m chnh l c s ca bn tn v n i, lm pht sinh v lan truyn t trong chnh ni ti ngi tiu dng v cc phng tin truyn thng i chng. S khc bit ch Curious Marketing ly ngi tiu dng lm trng tm v l phng tin truyn b thng ip, trn c s quan tm v hiu k, ngi tiu dng c nhn thc v nh hng su sc v sn phm hay dch v ngay trc khi n c tung ra, c th ni, Curious Marketing thnh cng t s khi u, v t nn mng cho s thnh cng chung ca c chin lc Marketing tng th ca cc cng ty hay t chc. Bi hc t chnh Apple, Vn chin thut c tng p dng cho cc sn phm nh Iphone, Ipod, Macbook Nay Apple dng chnh ci bnh c Curious Marketing cho loi ru mi Ipad hay cn gi l Apple Tablet. Ipad c gii thiu vo ngy 27.01.2010 nhng c th thy, t trc vi thng, hoc c nm trc, ngi tiu dng bn tn, hnh dung v d on v sn phm ny t hnh thc truyn ming, forum, bo ch, tp ch chuyn ngnh vi cc thng tin v d on khc nhau v sn phm, ngi tiu dng bn tn v hnh dung trong s ho hc, xn xao v ch i, ri ngy Apple gii thiu sn phm, n nh l mt s kin khng ch cho bn thn Apple m cn l s kin ca nhng khch hng mc tiu hoc tim nng ca h, hay rng hn l dn cng ngh. S t m cha dng li , khi hu ht vi cc sn phm ca mnh Apple dng k hon binh ko di s t m v nng n ln nh im ri ch tung sn phm ra th trng sau 1-2 thng k t ngy gii thiu, v ri bin thnh s kin nhiu quc gia khi hng nghn khch hng ni ui nhau trong nhiu gi ti cc i l phn phi ca Apple, ch mua nhng sn phm u tin trong s ho hc, khm ph v tin phong.

Cch nhn mi v marketing thng hiu Nu bn l mt ng ch doanh nghip hay ang c d nh kinh doanh, th chc
hn vn thu ht khch hng lun c u tin hng u trong chin lc pht trin sn phm ca bn. Vy lm cch no c th khch l khch hng ca bn ng gp nh

Nu bn l mt ng ch doanh nghip hay ang c d nh kinh doanh, th chc hn vn thu ht khch hng lun c u tin hng u trong chin lc pht trin sn phm ca bn. Vy lm cch no c th khch l khch hng ca bn ng gp nhiu hn na cho s pht trin ca sn phm. Lm th no to cho khch hng mt mi trng ni m h c th cng nhau chia s tng, s nhit tnh cng nh nhng thch thc trn th trng? Ti hy vng bi vit ny s em li cho bn nhng tng mi chin lc marketing c hiu qu hn.

Khch hng tr thnh nh marketing

Marketing lun l cu ni gia doanh nghip v khch hng. Khch hng l linh hn mang li s tn ti cho doanh nghip. V vy, xy dng mt chin lc marketing hiu qu lun l mc tiu hng u ca cc nh kinh doanh.

Nm trong s 50 cng ty sng to nht do Tp ch Fast Company bu chn, mng cng ng trc tuyn PatientsLikeMe.com ang to ra mt cn st v hiu qu t vic thu hiu v chm sc khch hng. y l mt din n cc bnh nhn trao i v hng ngn phng php iu tr y t. L ni chia s tng, nhn c li khuyn v chia s nhng mi quan tm v phng thc iu tr i vi bnh nhn khc. Chnh nhng thnh vin ca website ny to nn s pht trin v ni ting cho mng x hi ny.

Chng ta hy xem xt n chin lc ca Unilever khi hng ny qung co sn phm Dove. Chin lc marketing Dove ca Unilever l lm cho khch hng ca mnh tin rng sn phm ny tt cho sc khe v chm sc da. Trong cc chng trnh qung co, bc s da liu khng nh li sn phm v thuyt phc ngi tiu dng. Khng nhng th, nhng khch hng trung thnh lun c khch l v c nhng u i c bit h thuyt phc nhng ngi khc dng sn phm. Nh vy, mi mt khch hng to thm gi tr cho cng ty khi h ngu nhin tr thnh nhng nh marketing nghip d cho thng hiu h yu thch.

Marketing truyn gio

Trong bi ny, ti mun gii thiu n bn mt m hnh marketing c v cn kh l lm i vi

Vit Nam, l marketing truyn gio.

i u trong m hnh ny l ngi khng l Starbucks. Chin lc marketing ca Starbucks ng chng ta hc tp. Ngay Trong qu trnh hnh thnh v pht trin, c ph Starbucks to cho mnh mt thng hiu c v s nhng ngi nghin c ph nng, c bit l mt cng ng nhng tn ca loi ung ny. John Writer Smith l mt trong s nhng ngi nghin , nhng c bit hn, anh c mt b su tp cng phu v nhng chuyn ving thm cc ca hng Starbucks vng quanh th gii. John thng thc hng v c ph thm ngon ca Starbucks ti 4.500 ca hng ti Bc M v 213 a im khc cc chu lc. John cn thn lu li nhng khonh khc y bng hnh nh v c ngy thng gh thm ng trn trang web ring StarbucksEverywhere.net. Trang web ny lun nm trong top 10 ca Google khi bn tm kim t Starbucks v nghim nhin tr thnh cng c qung co min ph cho nhn hiu c ph ny.

Ngay c ng ln Apple cng rt thnh cng khi s dng chin lc marketing trn. Apple dng chin lc marketing truyn gio, to ra mt cng ng nhng ngi nghin Iphone. Hn th na, mi nhn vin bn hng ca Apple u phi c tinh thn tn sng Apple. H a cho nhn vin nhng cun s tay nh, trong vit nhng khu hiu c ni dung i loi nh Apple l linh hn ca chng ti. Thm ch, Apple cn t chc cc phin o to, ging dy v nhn cch con ngi. V vy, nu bn vo mt ca hng ca Apple, bn s rt kh c th phn bit u l nhn vin bn hng v u l tn ca Iphone nu nhng nhn vin ny khng mc o phng vng ng phc ca nhn vin Apple.

Vic xy dng marketing kiu truyn gio khng kh, ch n gin pht hin ra mt i ng cc tnh nguyn vin - nhng tuyn truyn vin t nguyn h t nm ly vai tr ch o gii thiu tn tui v hnh nh thng hiu ca doanh nghip. Tt nhin, chi ph h tr s t hn rt nhiu

so vi cc hnh thc qung co khc, nhng s tin cy lun lun dn u.

Quy lut 80/20

Tuy nhin, khng phi c qung co rm r, gim gi kch cu tiu th v cng nhiu ngi bit n thng hiu l chin lc marketing thnh cng. Chng ta ang mc phi mt sai lm. Theo kho st mi y nht ca hng bn l ni ting ti M Best Buy, ch 20% lng khch hng em li li nhun cho cng ty v 20% khch hng khc c hi cho vic kinh doanh. Mi nghe iu ny tng chng nh v l, nhng nu bn tng c bit v quy lut 80/20 th iu ny hon ton ng.

Trong marketing, quy lut 80/20 c ngha l 80% doanh thu hay li nhun ca doanh nghip thng do 20% s khch hng thng xuyn to ra (tnh thng xuyn ny c xc nh theo doanh s mua hng ca tng khch hng). Vy cn 20% lng khch hng lm hi cho cng ty l ai? Cu tr li v cng n gin m chng ta t khi nhn ra, y ch yu l nhng khch hng ch i c hi gim gi sn phm mua vo. V nhng l do khc nhau, h ch quan tm v s dng sn phm ca bn khi c nhng u i hay nhng t gim gi c bit. V sau , h sn sang ri b thng hiu ca bn i tm sn phm khc m h hng li nhiu hn.

Trong cuc sng cng nh trong kinh doanh hu nh u chu tc ng ca quy lut 80/20. Vy ngay hm nay, hy xc inh nhng khch hng nm trong top 20% ca mnh v dnh cho h nhiu thi gian nghin cu v n lc. Chm sc 20% khch hng c ngha l bn ang tp trung chng trnh marketing ca mnh vo nhng khch hng to li nhun cho cng ty. Ly tiu im vo nhm khch hng to c li nhun cao gip bn khng phi tn qu n lc vo nhm khch hng to li nhun thp.

(Dch t Marketingprofs/Simplifythis)
Cuc chin quen thuc gia Microsoft v Apple lun xoay quanh vn v cc loi my tnh c nhn vi cc cu hi: h vn hnh no hot ng chnh xc hn, nn tng no vt tri hn. Bt chp lng trung thnh bt dit ca cc tn Mac OS X th vn tht kh trn trnh mt s tht: H iu hnh Microsoft Windows c mt th phn gp khong 18 ln. Tuy nhin, Apple tm ra mt "chn l" marketing c th gip cho hng ginh li mt phn th phn v xc nh c ng i nc bc ca mnh. mt kha cnh no th khng h c ranh gii phn chia gia khch hng v doanh nghip m ch c mt s phc ha r rng gia chi v dng. V s phc ha ny cng ang ngy cng m nht v cc cng ngh mi c sc li ko khch hng, nhng ngi c th l nhn vin, l ch tch doanh nghip... Vn ha doanh nghip ang b buc phi iu chnh p ng cc nhu cu mi ny. V iPhone xut hin, xa tan i tt c cc dng ranh gii hin hu. T cc nh qun tr cng ngh thng tin, cc chuyn gia cng ngh, cc nh truyn thng n i th cnh tranh nhau trong lnh vc smartphone u m t iPhone khng ch l mt th chi vi khch hng m hn th, n l mt cng c kinh doanh. iPhone ph bin trong gii tiu dng n mc vic n chim lnh th gii kinh doanh l iu khng th trnh khi. Apple hiu c rng, iu m iPad v iPhone tm nim khng phi l vic: tt c cc khch hng u l gii kinh doanh, m l: tt c gii kinh doanh u l khch hng. L do khin cho iPad mang tnh cch mng nh th v c th nh bi cc i th nh HP Slate chnh l nh vo chin lc marketing: hng ti mt thit b ph hp vi tiu dng ph thng v thm cc chc nng kinh doanh vo , ch khng phi l thit k mt loi my tnh dng cho cng vic kinh doanh v thm vo chc nng gii tr. Hng tip cn ca Apple cng l ly li ch t vic cung cp s nht qun gia nhng kinh nghim c c, bt u t gii tiu dng tr tui. Tr em c th bt u trn mt chic iPod Touch, sau s chuyn sang iPhone khi trng thnh hn v bt u c nhu cu s dng in thoi di ng; bc chuyn t nhin tip theo chnh l cc thit b dng tablet c th cung cp cc giao din v nhng tri nghim m khch hng quen thuc trc . Mt trong nhng nhn t quan trng trong thnh cng ca Apple cng li l nhng s sut c th nh mt i nhng thnh cng ny, c bit l trn thng trng. thu ht v gi chn ngi s dng, Apple cn iu khin c cc tnh nng ca sn phm t phn cng v phn mm n khu phn phi v thm ch c cc trnh ng dng bn th ba. Bn cht v m hnh kinh doanh hng ti dn u ca

Google c th hot ng tt mt s lnh va no , nhng li l vt cn trong khi tch hp vi h thng doanh nghip v cc trnh ng dng. S tht l, d iPad c v i nh th no th cng khng th thay th c notebook v desktop trong cc doanh nghip. HP Slate cng vy. Nhng t nht, Slate cng vn chy cng mt h iu hnh, trnh ng dng v c nhng c tnh hay kh nng m gii doanh nhn kz vng notebook v desktop. Tuy nhin, iPad cng khng cn phi thay th my tnh notebook tr thnh mt cng c ph bin v v gi. Cc thit b dng tablet, t nht l nh cc thit b tablet m Apple to ra, khng phi l s thay th cho laptop. N c nhng gi tr ring ca mnh. Gii kinh doanh vn cn gi li desktop v notebook, nhng vn c th c c iPad (vi kh nng thc hin n 90% chc nng ca notebook) v c th mang li cho ngi tiu dng nhiu chc nng v s tin li hn. Mt bng cng ngh lin tc thay i: notebook l mt loi desktop mi v iPad l mt loi notebook mi. Quan trng hn, cc m hnh cng ngh cng thay i: ngi tiu dng, vn l nhn vin v cc v ch tch, gi y ang tr thnh lc lng chi phi cc quyt nh cng ngh ch khng phi l cc nh qun tr CNTT.

Cuc chin 2 hng smart phone: Apple v Nokia

Th ba, 13 Thng 7 2010 | hen

Trong khi Nokia mun gia tng th phn ti M th Apple li cn phi tng th phn trn ton cu.

100.000: S lng iPhone c tiu th nm 2009 th trng n , ni c n 724 triu ngi s dng in thoi cm tay. Thng 6 va qua, khi Apple xut hin trn ngp trn bo ch nhn s kin ra mt iPhone 4 th Nokia m thm tung ra dng sn phm in thoi thng minh (smartphone) C3 vi gi kh d chu (110 USD) ti Indonesia. Apple v Nokia, 2 i gia smartphone vi 2 chin lc cnh tranh khc bit, s phi lm nhng g gia tng th phn? Tin s Dan Steinbock, Gim c Nghin

cu ca Vin ICA (India China America Institute, tr s ti M), c mt bi vit v nhng thch thc sp ti ca 2 i gia ny. Bi ton gi Chic iPhone ca Apple c mt nm 2009 pht trin bng n, nhng ch ch yu ti th trng M. Trong khi , Nokia bn ra 68 triu chic smartphone trn ton th gii, nh vo s c mt t lu ca Hng phn khc ny. Nu tc tng trng ca Nokia v Apple tip tc c duy tr th c kh nng trong nm 2010 Apple s bn c 35-45 triu chic smartphone, so vi 70-80 triu chic ca Nokia. y l mt tn hiu vui cho Apple. Tuy nhin, tr ngi ln nht i vi Apple hin nay li chnh l chin lc gi. Ngi mua nhn thy c th tm c nhiu tnh nng c bn ca iPhone cc sn phm khc vi gi thp hn rt nhiu. Bng chng l chic iPhone khng my thnh cng Trung Quc v n , hai th trng tiu dng tng trng nhanh nht th gii. Gi iPhone ti n ln ti 700 USD, tng ng 68% GDP u ngi ca quc gia ny (so vi 199 USD nu k hp ng dch v 2 nm vi AT&T M). Ti Trung Quc, gi iPhone cn khng hn, ln n 1.000 USD. Sn phm ca Apple c xp vo hng xa x. iu ny khng hn l tt, nht l khi xu hng tiu dng trong tng lai t ra chung tit kim hn, thm ch cc nn kinh t pht trin. Chin trng quyt nh Hin nay Nokia c n 99,3% doanh thu t cc th trng ngoi sn nh Phn Lan. Apple th ngc li, xem M l th trng chin lc vi 60% doanh thu nm 2009. V di hn, tng lai ca th trng smartphone l Trung Quc v n . Nm 2009, smartphone chim 11% lng thit b di ng bn ra khu vc chu - Thi Bnh Dng. n nm 2012, con s ny s tng ln 20%. Rm r tin vo th trng n nm 2008 nhng gi qu cao l ro cn rt ln cho iPhone. Nm 2009, ch khong 100.000 chic iPhone c tiu th th trng ny, ni c n 724 triu ngi s dng in thoi cm tay. Th thch dnh cho Apple chnh l th trng cc nc mi ni. pht trin ngoi nc M, Apple cn xy dng mt m hnh kinh doanh kp, ph hp vi cc th trng pht trin c mc sng cao, tc tng trng thp ln th trng mi ni vi mc sng thp nhng tim nng tng trng cao. Trong khi , duy tr v th ca mnh, Nokia phi tung ra nhiu sn phm smartphone c kh nng to ra cn st trong 6-18 thng ti (nh iPhone lm c). ng thi, Hng phi gia tng th phn M. Qu l mt nhim v khng d dng v y l th trng Apple ang chim lnh Chiu Marketing: khan him gi - thnh cng tht [11/01/2009]

"Khi cn - l c" chc g hay?". Ma h va qua, s kin khai trng sn phm iPhone ca Apple v tp 7 ca b truyn Harry Potter l hai v d xut sc v th thut Marketing khan him gi - thnh cng tht". Trong kinh doanh, nhng nhn vin marketing c o to hiu rng vai tr ca h l kt ni cung v cu. Nhu cu ca ngi tiu dng phi lun lun c p ng vo ng thi im thch hp , ng ch v vi gi c hp l. "Khi cn - l c" chc g hay? Coca-Cola l mt trong nhng hng tun th nghim ngt nguyn tc ny. Phng chm ca hng l khi khch hng mun l chng ti c mt". xy ra tnh trng ht hng ng ngha vi vic mt hp ng bn hng hay t hn nh mt khch hng vo tay i th cnh tranh. Tuy nhin nhng nhn vin marketer cng hiu rng, bng cch dng chiu khan him o, h c th y nhanh nhu cu ca th trng. S khan him gi ny khuyn khch khch mua hng sm hn v c th mua nhiu hn bnh thng. Khan him o - Thnh cng tht Ma h nm nay, chng ta c chng kin hai v d xut sc v tc ng ca tnh trng khan him o: l s kin khai trng sn phm iPhone ca Apple v tp by ca b truyn Harry Potter. Trong c hai trng hp, s cng b rm r trc thi im ra mt khng ch kch thch nhu cu m cn to cho khch hng s lm tng rng vic cung cp hng s b gii hn. Thc t, c rt t trng hp m nh sn xut khng p ng s lng cho nhu cu th trng. Trng hp no ngi bn hng cng tnh ton kh chun c trc mc nhu cu cn thit ca th trng. Hng lot bi bo a tin v v s thng bo ngy ra mt gip cho chin lc khan him o tr nn thnh cng i vi Apple v cng ty xut bn truyn Potter. V hai sn phm ny khng ch thu li trong qu trnh bn trc tip m th thut khan him o ny cn gip thc y vic kinh doanh nhng th khc: Ngi ta vn xp hng ti cc ca hng Apple v cc ca hng sch mua nhng sn phm c lin quan ti iPhone v truyn Harry Porter ngay c trong nhng thng kinh doanh khng my thun li. Nhng ri ro tim n

Th nhng, cng c nhng ri ro tim n khi s dng chin lc khan him gi. u tin, chin dch qung co thi phng tnh trng ny , lm cho khch hng cng soi xt sn phm k lng hn: Nhng li thng thng trong phin bn u tin ca iPhone nhanh chng dy ln cc bi ph bnh v ngay lp tc b pht tn bi nhng trang blog. Tip theo, mt s ngi tiu dng nn lng v phi ng xp hng ch mua sn phm c th t b hoc chuyn sang mua cc sn phm thay th khc. To ra o tng khan him khc hn vi vic nh cung cp nh gi thp nhu cu ca th trng i vi sn phm mi. Mt v d in hnh v sai lm ny l v khan him hng ni ting xy ra nm 1998 ca hng xe hi Volkswagen: Hng ny (VW) d bo nhu cu sn phm t hn so vi nhu cu tht ca th trng v sn phm xe hi New Beetle khi ra mt sn phm. Tt nhin, vic sn xut thm xe hi vp phi nhiu thch thc hn so vi vic in thm sch. Nhng sau sai lm u tin, VW tch cc thc hin mt s quyt nh khn ngoan gim nh thit hi bng nhiu cch. Trc ht, cng ty n n nhng nh kinh doanh gii nht bng cch tng h nhng chic xe New Beetles vn rt khan him th hin s u i cao nht. Th hai, cc xng VW "lin tc sn xut" nhng chic New Beetle vi cng sut ti a v vi nhiu chn la hn ti a ha li nhun tnh trn u sn phm m VW v ca cc i l bn xe c th thu ht c . Th ba, VW khuyn khch nhng i l xe hi nhn bn thm cc mu xe hi thng dng khc nhiu hn s lng trc y (v d nh Golfs v Jettas) nh mt s n p cho vic c nhn bn nhng chic New Beetle khan him. Ngi tiu dng ko ti ca hng bn sn phm ca VW ngm chic New Beetle thng kt thc bng vic mua nhng mu xe VW khc ph hp hn vi nhu cu thc t ca h. Bng cch ny, sn phm khan him thc hin vai tr thu ht cho nhng sn phm khc c cng nhn hiu. Nhng v d trn cho thy: Tnh trng khan him c th l mt c hi may mn hoc mt tai ha. To nn o tng v s khan him c th l mt chin lc tip th khn ngoan. D bn c phi nhn nhng hu qu khng may t thc t to tnh trng khan him, s vn c nhng sch lc sa cha thch hp gim thiu ti a thit hi v nhn hiu, thm ch cn c th thu c li nhun t sai lm ny.

Vy, cu chuyn v tnh trng khan him ca bn l g? Cng ty ca bn c bao gi s dng phng php tnh th khan him hay to thnh cng t o tng khan him kch thch nhu cu ca th trng?
CHIN LC INTERNET MARKETING : S CN THIT TRONG KINH DOANH

STRATEGY INTERNET MARKETING CHIN LC INTERNET MARKETING : S CN THIT TRONG KINH DOANH Ti sao c nhng sn phm c nhiu ngi bit n? Ti sao khi nhc n nhng sn phm ca Apple ngi ta ngh ngay n Ipod, Iphone? V l nhng sn phm ni ting to nn thng hiu ca Apple Trong kinh doanh, sn phm tr nn ni bt v c nhiu ngi bit n, ngoi yu t v cht lng th chin lc v Marketing cng ng vai tr rt quan trng trong vic to nn thng hiu cho sn phm. V vy, chin lc Marketing gi v tr rt quan trng trong s pht trin ca cng ty. http://ClbMarketingOnline.com Ngy nay, nn kinh t th gii thay i mt cch mnh m di sc p ca ton cu ha, s pht trin v bo ca cng ngh thng tin v s m ca ca cc th trng mi. S pht trin ca Internet ngy cng mnh m th Internet Marketing ngy cng tr nn ph bin v c p dng rng ri trong cc doanh nghip.

S pht trin ca cng ngh, c bit l cng ngh thng tin, xa i mi ro cn v khng gian v a l. V vy to nn li th cnh tranh, doanh nghip cn phi c nhng k nng v kin thc v chin lc Internet Marketing ph hp vi yu cu ca th trng mi hin nay. Ti cc cng ty thnh cng hng u trn th gii, chin lc Internet Marketing khng ch l mt chc nng trong hot ng kinh doanh, m n cn l mt trit l dn dt ton b hot ng ca doanh nghip trong vic pht hin ra, p ng v lm tha mn nhu cu ca khch hng. iu cng l li th cnh tranh ca doanh nghip. http://MarketingOnlinePowerful.com Internet Marketing l qu trnh pht trin v qung b thng hiu i vi cc doanh nghip s dng cc phng tin trc tuyn. Internet Marketing khng ch n gin l xy dng Website m n cn l mt phn ca chin lc marketing v phi c u t hp l. Mt trong nhng li th ca Internet Marketing l tc lan truyn nhanh v rng. Khch hng c th tm v nhn c thng tin mi lc mi ni m khng mt nhiu thi gian tm kim. Doanh nghip s dng Internet Marketing c th tit kim c rt nhiu chi ph. Ngoi ra, Internet Marketing cn gip doanh nghip tip cn vi th trng rng ln cng nh pht trin ra ton cu. Vi Internet, bn khng cn c mt khon tin u t ban u no. Ci bn cn l mt tng cng vi nhng k nng v chin lc trin khai nhng tng thng qua cng c ca Internet Marketing. Vi thnh cng t cc kho hc Chief Internet Marketing (CIM) & Strategy Internet Marketing (SIM) va qua, cho thy c rng nhng kin thc v Internet Marketing v cng thit thc v rt quan trng trong bt k kinh doanh no. BE TRAINING vi rt nhiu kha o to v Internet Marketing, s mang n cho bn nhng k nng v chin lc v Marketing qua Internet tht hiu qu p dng vo cng vic kinh doanh. Chng ti thnh cng v Internet Marketing, V chng ti mun chia s nhng b quyt thnh cng y n vi cc bn mt cch nhanh nht v hiu qu nht.

iPhone v s vt ro vo tm l ngi tiu dng

Trc khi quyt nh mua mt mn hng, ngi mua no cng s tri qua bn giai on tm l : nghi ng, tm hiu, thng thc v lp li nh gi.
Vy u l s khc bit trong chin lc tung ra sn phm ca cc cng ty? Ti sao c rt nhiu sn phm trn th trng, nhng ch mt vi trong s tht s to nn cn rung ng. Ly trng hp ca iPhone, iu g to nn mt cn st trn ton th gii?

Giai on nghi ng cht vn Mt chic in thoi ra l t Apple l s m bo chc chn cho bt k nghi ng no v cht lng, kiu dng, hay s mi l. T lu, Qu to tr thnh thng hiu c sc nh hng ln nht trn th gii. Trong mt cuc bnh chn v thng hiu trn brandchannel.com, ng ch ca iPod v iPhone "v ch" 6 hng mc, trong c 2 danh hiu quan trng nht l "Thng hiu c a chung nht" v "Thng hiu ngi dng khng th sng thiu". Qu to cn d l mt thng hiu c bo m trn ton th gii. Nhc ti Apple, ngi ta nhn ti cht lng hng u, thit k hon ho, sng to v ng cp. Ch cn Apple tuyn b tung ra sn phm mi, khin c th gii t m, khin gii truyn thng rn r bn tn v n.

Cn nh khi chun b cho ra iPhone ln u tin, Steve Jobs p m trc hng nm tri v mt siu in thoi lm thin h on gi on non. Bt k mt ng thi no t Apple u c cnh truyn thng sn tin trit . Cng ho hc th Apple cng kn ting. Mt s c dn mng lng sc quyt kim bng c mt chic iPhone v tho tung ra xem c g bn trong. Clip ghi li cnh ny nhn c hng triu lt view trn Youtube. Giai on tm hiu

459.000.000 trang web ni v iPhone theo kt qu tm kim ca Google thy thin h ang st v qu to cn d nh th no. Ngi ta bn tn, bnh lun v ch d nh b. T chic iPhone 2G u tin m u cho thi k thng tr ca mt thit b kt hp hon ho cc tnh nng ca mt chic in thoi thng minh, my nghe nhc v thit b lt web; sau l cc cuc b ln lt ca iPhone 3G, iPhone 3GS v sp ti y l iPhone 4G c gii tiu dng mong mi s c nhiu ci tin vt tri. Vit Nam, nhng thng tin v iPhone cng c xn xao khp ni. Bn tnh ca ngi Vit l t m. Ci g mi cng l, ci g mi cng mun tm hiu cho bng c. V th, trc cn st b ca chic iPhone, ci ho hc ca dn ta cng nh nng hn gp ma ro. Theo kt qu tm kim trn Google, Vit Nam ng u th gii v tm kim iPhone 3G. Mt cch nhanh chng, iPhone vt qua hai hng ro, ch cn ch ngi tiu dng mc hu bao l thnh cng. Thng thc

Chng phi ngu nhin m Apple li t c danh hiu thng hiu ngi dng khng th thiu, chng phi ngu nhin m ngi ta ai cng mun c mt chic iPhone cm tay n vy. Khng ch n gin l snh iu, ng cp, m nhng ng dng n mang li cng p ng ti a s a dng ca ngi dng. Ngi kinh doanh hi lng vi iPhone 3G v h tr cc ng dng internet nhanh, nhu cu gii tr cng c p ng ti a nh xem film, nghe nhc

Ngi dng no n vi ba tic iPhone. V Apple cng hnh phc vi ngi v u bng trong th trng Smartphone. Hn 1 t ng dng trong kho App Store tha mn nhng s thch a dng ca ngi dng. D bn l dn kinh doanh, vn phng, hay n gin l ngi thch su tm cng ngh th iPhone lun bn bn v lm bn tha sc th hin phong cch ring trn chic iPhone ca mnh.

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c qu nhiu li bn tn trn th gii. K khen cng c, m nhng k ghen ght th cng vn bi ra c nhng li ny li kia. Nhng chng h hn g, doanh s tiu th iPhone vn l mt con s m c cho bt k hng in thoi no. Ngi tiu dng Vit Nam mong ch g?

Tin vui i vi ngi tiu dng Vietnam l hin Vinaphone v Viettel u bt u cung cp iPhone 3G n ngi tiu dng. Mi nh mng mt chin lc ring xung quanh chic my ang l tm im ca gii yu thch cng ngh Vit Nam. Mt cuc cnh tranh chc chn s din ra gia cc nh cung cp. Liu ai s thng? V ngi dng Vit Nam liu c tht s hi lng vi mn nh km ny ca iPhone.