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22 Quy luật bất biến trong Marketing PDF
22 Quy luật bất biến trong Marketing PDF
Vietstudent.info Blogsaudio.com
Mc lc
Li gii thiu ................................................................................................................................................. 2
V hai tc gi Alries v Jack Trout ................................................................................................................. 3
Al Ries ........................................................................................................................................................ 3
Jack Trout .................................................................................................................................................. 4
1. Quy Lut Tin Phong ............................................................................................................................. 5
2. Quy lut chng loi ............................................................................................................................. 10
3. Quy Lut Ghi Nh ................................................................................................................................ 14
4. Quy lut nhn thc Marketing l cuc chin v nhn thc................................................................ 17
5. Quy lut tp trung ............................................................................................................................... 22
6. Quy lut c quyn ............................................................................................................................. 28
7. Quy lut nc thang .............................................................................................................................. 31
8. Quy lut song i ................................................................................................................................ 35
9. Quy lut i nghch ............................................................................................................................. 39
10. Quy lut phn chia .......................................................................................................................... 44
11. Quy lut trin vng(vin cnh) ....................................................................................................... 48
12. Quy lut m rng ............................................................................................................................ 51
13. Quy lut hy sinh .............................................................................................................................. 56
14. Quy lut c tnh ............................................................................................................................. 61
15. Quy lut thnh tht ......................................................................................................................... 64
16. Quy lut n then cht ................................................................................................................... 66
17. Quy lut khng th d on ........................................................................................................... 70
18. Quy lut thnh cng........................................................................................................................ 73
19. Quy lut tht bi ............................................................................................................................. 76
20. Quy lut cng iu ....................................................................................................................... 78
21. Quy lut gia tc ............................................................................................................................... 81
22. Quy lut ngun lc .......................................................................................................................... 83
22 Quy Lut Bt Bin Trong Marketing
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Li gii thiu
Cng ging nh t nhin lun c lut ca t nhin, marketing cng c nhng quy
lut ca marketing. Bn c th ch to mt chic my bay tht p, kiu dng hin
i nhng n s khng ct cnh khi mt t nu bn khng tun theo nhng quy
lut v kh ng hc, c bit l lut trng trng ca tri t. Bn c th xy dng
mt kit tc kin trc trn nhng cn ct, nhng nu bn khng chn ni khut gi,
trnh xa sng bin th cng trnh ca bn s nhanh chng b ph tan bi nhng cn
sng bin v gi tri. Tng t, k hoch marketing hon ho ca bn c th
khng em li kt qu nh mong mun bi bn khng tun theo mt quy lut
marketing no . i khi ch cn mt sai lm, mt nc c thiu chnh xc, bn
vut mt nhiu c hi thnh cng, thm ch ci gi phi tr l rt t.
Al Ries
TTO - Al Ries l mt trong nhng nh chin lc marketing ni ting khp th
gii. ng l tc gi v ng tc gi ca nhiu quyn sch bn chy nht v
marketing nh: The 22 Immutable Laws of Marketing, The 22 Immutable Laws of
Branding, Positioning: The Battle for Mind, Focus: The future of your company
depends on it, Marketing Warfare, Bottom-up Marketing, The Origin of Brands,
The Fall of Advertising and The Rise of PR,
22 Quy Lut Bt Bin Trong Marketing
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Nm 1994, ng cng con gi, Laura Ries, thnh lp cng ty Ries & Ries t tr s
ti Atlanta, chuyn t vn chin lc marketing. Laura Ries tt nghip trng
i hc Northwestern v cng cha iu hnh cng ty. Cng ty Ries & Ries t
vn cho nhiu cng ty danh ting nm trong danh sch Fortune 500 cng nh tham
gia t chc hi tho khp ni trn ton th gii.
Jack Trout
Jack Trout l ngi c cng ln trong vic pht trin mt phng php marketing
quan trng vi tn gi positioning. Vi phng php ny, ng thi vo lnh
vc marketing mt lung tng hon ton mi m trong nhng thp nin gn
y.
Jack Trout hin ang l ch tch Cng ty Trout & Partner. y l mt trong nhng
cng ty uy tn v marketing, c tr s chnh Old Greenwich, Connecticut, M v
vn phng i din 13 quc gia khc. Jack Trout iu hnh mt mng li cc
chuyn gia ton cu ng dng cc khi nim v pht trin nhng phng php
marketing trn khp th gii. Cng ty ca ng tng lm vic cho cc tp on
ni ting nh AT&T, IBM, Burger King, Merrill Lynch, Xerox, Merck, Lotus,
Ericsson, Repsol, Hewlett-Packard, Procter & Gamble, Southwest Airlines,
22 Quy Lut Bt Bin Trong Marketing
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Sau Charles Lindbergh, Bert Hinkler(1) l ngi th hai mt mnh bay qua i
Ty Dng. Bert l mt phi cng ti nng hn Charles ng bay nhanh hn, tiu
hao t nhin liu hn. Tuy nhin, liu c my ai nh n ci tn Bert Hinkler?
Sau Chin tranh th gii th 2, Heineken l thng hiu bia nhp khu u tin ghi
danh trn t M. Bn thp nin sau, nu bn hi bt k ai rng loi bia nhp khu
no l ngon nht? Cu tr li lun l: Heineken. C ti 425 loi bia nhp khu
c bn trn th trng M. Chc chn trong s c loi bia ung ngon hn
Heineken, nhng iu khng thnh vn . Ngy nay, Heineken vn l mt
trong nhng thng hiu bia nhp khu hng u ca M v l cng ty sn xut bia
ln th 4 trn ton th gii, sau InBev, SABMiller v Anheuser-Busch.
Loi bia nh ni a(1) u tin l Miller Lite. Vy loi bia nh no bn chy nht
v c hng v ngon nht M ngy nay? chnh l loi bia u tin c
khch hng ghi vo tm tr.
Tuy nhin, cng bng m ni khng phi mi sn phm hay dch v xut hin u
tin u s thnh cng. Xut hin u tin nhng phi ng thi im. C nhiu
thng hiu tuy ra i u tin nhng khi qu mun. V d, t USA Today l t
bo quc gia u tin, nhng t bo khng thu c thnh cng nh mong i.
USA Today l gn 800 triu la v k t khi ra i, cha c nm no t bo
thu c li nhun. Trong thi i truyn hnh v truyn thng hin i nh ngy
nay, s xut hin ca mt t bo l qu mun.
Quy lut Tin phong c th p dng cho mi sn phm, thng hiu, ngnh hng.
Gi s bn khng bit trng i hc no ra i u tin M, bn c th phng
on bng cch thay cm t ra i u tin bng cm t hng u. Vy tn
ca trng i hc hng u nc M l g? Hu nh ai cng s ni l Harvard.
V qu tht Harvard l trng i hc u tin ca M. (Tip theo l trng no
nh? l trng William & Mary, nhng ngi trng ny chc cng ch ni ting
hn Bert Hinkler mt cht m thi!)
Quy lut Tin phong cng p dng cho cc t tp ch. l l do ti sao m Time
li i trc Newsweek, People nhanh chn hn Us, v Playboy vt tri
Penthouse. Hy ly TV Guide lm v d in hnh. Vo nhng nm u thp nin
50, cng ty xut bn Curtis lc cn vng mnh n lc tung ra th trng
mt t tp ch ng ti lch pht sng truyn hnh nhm cnh tranh vi ch chim
non TV Guide. Mc d TV Guide khi u ht sc khim tn, v d cho cng ty
Curtis lc cc k mnh, nhng n phm ca Curtis chng bao gi pht trin
c. T TV Guide do nhanh chn hn nn thng th trn th trng.
Quy lut Tin phong c th p dng cho cc sn phm tiu dng cng ngh cao.
Jeep l thng hiu u tin trong dng xe vt a hnh, truyn ng bn bnh.
Acura l thng hiu tin phong trong dng xe Nht sang trng. IBM i u trong
dng my tnh trung tm (mainframe computer). Sun Microsystems nhanh chn
nht trong cc thng hiu my trm lm vic (workstation)(1). Xe ti nh u tin
l do hng Chrysler tung ra th trng. Hewlett-Packard (HP) l cng ty u tin
tung ra th trng chic my in lazer bn. Gillette l loi dao co ru an ton c
mt u tin trn th trng. Tide l thng hiu bt git u tin. Hayes l chic
modem my tnh u tin. V tt c u l nhng thng hiu hng u. Nh vy,
chc chn bn bit c u l bn cht thc s ca marketing: sn xut ra
nhng sn phm tt hn, hay tr thnh ngi u tin bc chn vo th trng?
Liu c bao nhiu ngi hi mua bng dnh thay v hi mua bng Scotch(2)?
Khng my ai. Khi tr nn ph bin, nhiu tn thng hiu bt u c s
dng ch c dng sn phm: Band-Aid (bng keo dng trong y t), Fiberglas
(si thy tinh), Formica (phoc mi ca), Gore-Tex (si tng hp, khng thm nc),
Jello ( n ng gi, nh bnh pudding, snack cc loi), Krazy Glue (keo dn,
h dn), Q-tips (bng ngoy tai), Saran Wrap (loi giy gi mng bng plastic,
thng dng bc thc n), Velcro (loi kha dn, gm mt di c gai nhp v
mt di dnh, khi p li s dnh cht vo nhau) ch l mt s v d in hnh. Mt
s cng ty thnh cng ln khi bin c tn thng hiu tr thnh tn mt hng
hoc ngnh dch v tng ng, v d: FedEx bu kin ny n Coast.
Bn hy th tip tc tr li cc cu hi sau:
Sau khi IBM thnh cng vang di trn th trng my tnh, rt nhiu cng ty cng
x vo lnh vc ny: no l Burroughs, Control Data, ri General Electric,
Honeywell, li thm NCR, RCA, Sperry. Cng vi IBM, tt c to thnh mt b
tm: Bch Tuyt v by ch ln.
i khi bng cch i tin phong mt chng loi sn phm mi, bn c th xoay
chuyn tnh th t mt k v danh, khng c xp hng tr thnh ngi chin
thng. Commodore l mt nh sn xut my tnh gia nh chng my tn tui cho
n khi h nh v Amiga l thng hiu my tnh a phng tin (multimedia
computer) u tin.
C nhiu cch khc nhau tr thnh ngi tin phong. Dell bc chn vo th
trng my tnh t cht ngi ng vi t cch l cng ty u tin bn my tnh
qua in thoi. Lears khng phi l tp ch u tin dnh cho c gi n, nhng l
tp ch u tin hng vo i tng ph n trng thnh.
Khi tr thnh ngi tin phong trong mt chng loi sn phm mi, bn hy tp
trung pht trin sn phm to cho mnh mt v th vng chc trn th trng.
C nhiu c hi bn thc hin iu ny v lc bn cha c i th cnh
tranh. Nh DEC chng hn, h ch cn thuyt phc khch hng nn mua my tnh
22 Quy Lut Bt Bin Trong Marketing
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mini mt cch chung chung, ch khng cn phi khuyn d khch hng mua
my tnh mini ca DEC.
Chic my tnh c nhn u tin trn th gii l MITS Altair 8800. V theo quy
lut Tin phong th MITS Altair 8800 s l thng hiu my tnh c nhn hng
u. Nhng tht ng tic, sn phm ny hin khng cn hin din trn th trng
na.
Phi chng quy lut Tin phong c g sai? Khng! Quy lut ny vn ng, nhng
n c iu chnh khc i mt cht bi quy lut Ghi nh: c khch hng nh
n u tin s hiu qu hn l xut hin u tin trn th trng. Thc ra, din t
nh vy vn cha th hin c ht tm quan trng ca vic c nh n u
tin. c khch hng nh n u tin trc cc i th cnh tranh khc l tt c
i vi mt thng hiu. Vic xut hin sm nht trn th trng ch quan trng
nu iu cho php thng hiu ca bn c mi ngi nh n trc tin.
IBM khng phi l thng hiu u tin ca th trng my tnh ln, Remington
Rand vi sn phm UNIVAC mi l hng u tin. Nhng nh vo nhng n lc
marketing quy m ln, IBM c tm tr khch hng ghi nh trc tin v
sm chin thng trong cuc chin ginh quyn kim sot th trng my tnh.
Quy lut Ghi nh pht sinh t quy lut Nhn thc. Nu ni marketing l cuc chin
v nhn thc, khng phi cuc chin v cht lng sn phm, th phi ni rng:
Bn cn ginh c ch ng trong tm tr ca khch hng trc khi ginh ch
ng trn th trng.
Marketing l cuc chin v nhn thc. Nhiu ngi quan nim rng marketing l
cuc sc gia cc sn phm, v theo thi gian, sn phm thng th l sn phm
tt nht. Vi suy ngh ny, nhng ngi lm marketing thng ch ngh n vic
nghin cu v thu thp d liu thc t.
22 Quy Lut Bt Bin Trong Marketing
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H phn tch tnh hnh tin chc rng mnh nhn nh ng. Sau , h t tin
ging c tin vo chin trng marketing, vi nim tin rng mnh cung cp sn
phm tt nht, v sn phm tt nht ny s ginh chin thng.
Nhiu sai lm trong marketing xut pht t o tng rng chng ta ang ua tranh
v cht lng sn phm v cuc ua gn cht vi thc t. Tt c nhng nguyn
tc marketing m cun sch ny nu ra li xut pht t quan im hon ton tri
ngc.
cht ca chin lc marketing, v rng vic bn thng hoc thua hon ton ph
thuc vo cht lng sn phm. chnh l l do ti sao nhng hot ng
marketing sn phm, c trin khai mt cch t nhin v hp l-gc, nhng li
khng t hiu qu nh mong i.
Ch c thng qua vic nghin cu c ch hnh thnh nhn thc khch hng v tp
trung tt c cc chng trnh marketing vo nhng nhn thc y, th bn mi c th
chin thng c nhng hnh thc marketing theo li mn trc y.
Vic thay i nhn thc ca khch hng li l mt vn khc. Sau khi c cht t
kinh nghim s dng mt sn phm nht nh, khch hng khng nh ngay rng
h lun ng. Nhn thc tn ti trong tm tr h thng c din gii nh chn l
ph qut.
Bn hy xem xt tnh hung sau nhn thy sc mnh ca nhn thc m khch
hng p t cho cng mt chng loi sn phm.
Tip theo, bn hy xem xt tnh hung ngc li: Theo bn, liu Harley-Davidson
c thnh cng khng nu h sn xut xe hi hiu Harley-Davidson? C th bn s
cho rng iu ty thuc vo sn phm m h cung cp vo cht lng, kiu
dng, cng sut, gi c. Thm ch c khi bn cn tin rng uy tn ca Harley-
Davidson s l mt th gi tr gia tng. Nhng chng ti khng ngh vy. Nhn
thc ca khch hng v Harley-Davidson y l mt cng ty chuyn sn xut
m t s dm cht chic xe hi hiu Harley-Davidson, bt k chic xe hi tt
n mc no.
Trong lnh vc gii kht, nhiu ngi cho rng marketing l cuc chin v hng
v. Vy th, New Coke c v ngon nht (hng Coca-Cola tin hnh 200.000 cuc
th nghim v chng minh c rng New Coke ung ngon hn Pepsi-Cola, v
Pepsi ngon hn Coca-Cola Classic cng thc u tin ca Coca-Cola, ngy nay
c gi l Coca-Cola c in). Nhng ai chin thng trong cuc chin
marketing ny? Thc ung m cc kt qu nghin cu chng minh l ngon nht
New Coke ch ng v tr th ba. Trong khi , thc ung c hng v km
nht tc Coca-Cola Classic li dn u.
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Quy lut Tin phong cng pht huy hiu qu theo cch ny. N cho php thng
hiu u tin hoc cng ty u tin bc vo th trng gn c mt t, hoc mt
22 Quy Lut Bt Bin Trong Marketing
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Bn cng c th kim tra gi tr ca vic tr thnh ngi tin phong bng cch
kim tra s lin h gia mt thng hiu vi t, hoc cm t, tng ng. Nu cc
cm t c lit k ra y l: my tnh, my photocopy, s-c-la, cola, th
bn thng hiu c lin h cht ch nht vi chng l: IBM, Xerox, Hersheys, v
Coke.
Lotus l cng ty phn mm u tin pht trin thnh cng sn phm phn mm
nhm v cng ty ny s hu c t th hai trong tm tr khch hng, t
groupware. Lotus thu hp din tp trung vo mt im. Thnh cng tt nhin
s khng n trong mt sm mt chiu, nhng cui cng Lotus c c v th
lu di v vng vng trong th trng phn mm. T groupware mang li cho
Lotus nhng g m t overnight mang li cho Federal Express, v safety cho
Volvo.
Mt s cng ty chp nhn thu hp din tp trung v c gng xy dng chin dch
ny theo nhng cch t chuc ly tht bi: Chng ti s tp trung vo mc tiu
cht lng. Chng ti s khng nhm vo mc tiu thp km l gi c. Vn l
khch hng s khng tin bn u, tr phi bn ch kinh doanh cc sn phm gi cao
m thi (ging nh cch m Mercedes-Benz hay BMW lm).
Volvo gy n tng mnh m cho khch hng vi thuc tnh safety. Thy
vy, nhiu cng ty sn xut xe hi khc, trong c Mercedes-Benz v General
Motors, cng n lc t chc nhng chin dch marketing nhn mnh vo tiu ch
safety. Tuy nhin, ngoi Volvo ra, khng mt cng ty no thnh cng trong vic
ghi vo tm tr khch hng thng ip safety.
Trong 13 nm lin tc, Avis tiu tn rt nhiu tin. Ch n khi Avis tha nhn
mnh ng th hai, h bt u thu c li nhun. Chng bao lu sau , ITT mua
li Avis v ITT nhanh chng t chc qung co vi tiu ch: Avis sp tr thnh s
1.
Rt nhiu ngi lm marketing hiu sai cu chuyn v Avis. H ngh rng cng
ty ny thnh cng v c gng hn (ngha l s cung cp dch v tt hn).
Nhng thc cht vn khng phi nh vy. Avis thnh cng v t lin h
mnh vi v th ca Hertz trong tm tr khch hng. (Nu c gng hn l b
quyt ca thnh cng th Harold Stassen(1) c l tr thnh tng thng M nhiu
ln ri).
22 Quy Lut Bt Bin Trong Marketing
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Bn tnh ca con ngi l lun kn chn. Khch hng tim nng s dng nhng
chic thang xp hng quyt nh nn thu nhn v gt b nhng thng tin no.
Nhn chung, h ch chp nhn d liu thng tin mi nu d liu ph hp vi
thang cht lng sn phm m h t ra. Nhng d liu khc s b b qua.
Acura l thng hiu xe hi t tin u tin ca Nht Bn. Lexus l thng hiu
ng th hai v Infiniti th ba. Quan h v doanh s gia ba thng hiu ny gn
nh tun theo mt t l ton hc: 4-2-1. (Cuc chin Acura-Lexus-Infiniti ang
giai on u, khi cc xe cn mi v c cng chng cng nh bo ch rt quan
tm. V lu di, khi sn phm khng cn hp dn na, mt hin tng khc s xut
hin.)
Nc thang cao nht ca nc soda chanh thuc v 7-Up chim lnh (Sprite nm
bc th hai). Tuy nhin trong lnh vc nc ngt, thang cola ln hn nhiu so
vi thang nc soda chanh. (Gn nh c ba th nc ngt c tiu th M, th
hai trong s l nc cola). V th 7-Up tro ln thang cola vi mt chin dch
marketing c gi l Uncola (khng phi cola). Cng ging nh tr c th ung
thay cho c ph, 7-Up tr thnh thc ung thay th cho cola. V doanh thu ca 7-
Up leo ln ti im: thng hiu ny l nc ngt bn chy th ba M. Tht
khng may, trong nhng nm gn y, 7-Up tut khi v tr th ba do vi phm
quy lut M rng m chng ta s tho lun tip phn sau.
Khi nhn tng th, chng ta d dng nhn thy marketing thng khuy ng mt
cuc chin d di gia hai i th ln thng l gia thng hiu c, ng tin
cy vi thng hiu mi ni ln.
Chuyn sang lnh vc tr chi in t (video game). Vo cui thp nin 80, th
trng ny do Nintendo thng tr vi 75% th phn. Ngoi ra cn c hai hng khc
l Sega v NEC. Nhng Nintendo v Sega sau chy ngang nhau, cn NEC th
tt li kh xa pha sau. V lu di, marketing l cuc ua song m gia hai knh
ch v cc tr chi in t. Tuy nhin, khung thi gian c th thay i. Th trng
tr chi in t vn tng trng rt nhanh v c th nh hnh ch trong hai hay ba
ma. Cn th trng dch v in thoi ng di th c th mt t hai n ba thp
nin.
Trong ngnh cng nghip hng khng, American Airlines chim 20% th phn,
ginh th thng phong v c l s tung cnh bay cao trn bu tri, ging nh
Coca-Cola trong th trng nc ngt. Mt cuc u th v ang din ra gia Delta
v United, mi bn gi 18% th trng. Mt trong hai bn ri s ct cnh nh
Pepsi, cn bn kia s i xung cng vi Royal Crown. Cui cng, marketing l
cuc ua gia hai hng hng khng hng u.
Nhng cng ty lm marketing thnh cng thng tp trung vo hai bc thang trn
cng. Gn y, Jack Welch, v Ch tch kim Tng gim c iu hnh huyn
thoi ca tp on General Electric, ni: Ch nhng cng ty ng u hoc th
hai trong th trng ca h mi c th chin thng trn mt trn cnh tranh ton
cu ngy cng khc lit. Cng ty no khng lm c iu s gp kh khn, b
ng ca, b sp nhp hoc b bn. Vi cch suy ngh ny, nhng cng ty nh
Procter & Gamble gi vng c v th hng mnh ca mnh. Ring th
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Khch hng lun tin rng marketing l cuc chin gia cc sn phm. y chnh l
kiu t duy khin cho hai thng hiu cng lc chim c v tr cao nht:
Chng phi l tt nht v chng l nhng thng hiu hng u.
Cho d sn phm hay dch v tin phong c hng mnh n mc no, vn lun c
c hi cho mt sn phm hay dch v khc, c th xp v tr th hai, lt ngc
tnh th. Ging nh mt v s dng chnh sc mnh ca i th chng li i
th, cng ty bn phi bit bin th mnh ca hng i u thnh im yu.
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Khi quan st khch hng trong mt ngnh hng nht nh, chng ta thy dng
nh c hai nhm khch hng: nhm khch hng mun mua sn phm ca cng ty
hng u, v ngc li nhm khch hng khng thch s dng sn phm hay dch
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Tuy nhin, rt nhiu thng hiu c kh nng tr thnh s hai li c gng chy ua
vi thng hiu s mt. y thng l mt sai lm, v khi bn phi chng t
c bn xng ng l s la chn thay th cho s mt.
ming ng th hai. Cho n nm 1978, khi Johnson & Johnson rt chn khi th
trng ny, th phn ca Micrin gim xung cn 1%.
Khi xut hin trn th trng M, bia Becks gp phi mt kh khn ln: Khng
th tr thnh thng hiu bia nhp khu u tin (v tr ny thuc v Heineken),
li cng chng phi l thng hiu bia u tin c nhp khu t c (v tr ny
thuc v Lowenbrau). H gii quyt vn ny bng cch nh v li
Lowenbrau: Bn ung loi bia c thnh hnh nht M (tc Lowenbrau).
By gi hy nm th loi bia c thnh hnh nht c.
Becks nhanh chng tr thnh thng hiu bia chu u bn chy th hai M.
[Ni chuyn ung bia th ngi M tin vo khu v ca ngi c hn l vo khu
v ca chnh mnh.] y l mt v d him hoi cho thy kh nng ph v quy lut
Tin phong v xoay chuyn nhng quan nim nh hnh trong tm tr khch
hng.
Marketing thng l cuc chin ginh tnh hp php. Khch hng thng ngh
rng nhng cng ty no s dng li tng ca thng hiu u tin l nhng k
gi mo bt hp php. Nu bn v tr th hai, bn phi thc s mnh m, khng
c chn bc. Khi bn t b mc tiu tp trung vo v tr s mt, bn t bin
mnh ri vo tnh th d b tn cng, khng ch vi cng ty ng u, m cn vi
tt c nhng i th cn li. Hy ly cu chuyn bun ca Burger King lm v d.
c giai on cng ty ng v tr th hai trn th trng bnh hamburger ny ri
vo tnh trng tht s kh khn. Burger King nhiu ln thay i nh qun l,
thay ch u t, s dng nhiu chin dch qung co.
Theo thi gian, mt chng loi sn phm s phn chia v tr thnh hai hoc nhiu
chng loi.
Nhng theo thi gian, sn phm ny s t chia nh thnh nhiu chng loi sn
phm khc nh my tnh trung tm (mainframes), my tnh mini (minicomputers),
my trm lm vic (workstations), my tnh c nhn (personal computers), my
tnh xch tay (laptops), my tnh chu li (fault tolerant), siu my tnh
(supercomputers),
Trong lnh vc truyn hnh, ABC, CBS v NBC mt thi thu ht n 90% khn
gi. Ngy nay, chng ta c mng truyn hnh, knh truyn hnh c lp, truyn
hnh cp, truyn hnh thu ph, truyn hnh cng cng, truyn hnh tng tc,
Bia cng nh vy. Ngy nay chng ta c bia nhp khu v bia ni a. Bia t tin
v bia bnh dn. Bia nh, bia hi v bia kh. Thm ch c c bia khng cn.
Nhng thay v hiu rng mt chng loi sn phm sm hay mun cng s b phn
chia, nhiu cng ty vn bo th cho rng cc phn nhnh ang hp nht. Hp lc
v ngi anh em thn thit ca n l Lin doanh, l nhng t ng ph bin trong
ni dung cc cuc hp ca ban gim c cc cng ty ny. T New York Times cho
bit, IBM ang sn sng tn dng s hp nht sp ti ca tt c cc ngnh, bao
gm truyn hnh, m nhc, xut bn v my tnh.
Xe Volkswagen khc nhau dnh cho nhng khch hng khc nhau l tiu mu
qung co ca Volkswagen. Qung co ny gii thiu 5 mu xe khc nhau, bao
gm Beetle, 412 Sedan, Dasher, Thing, v thm ch c mt chic xe c khoang ch
hng ha pha sau. Khng cn phi ni cng bit, mt hng duy nht cn bn c
l chic xe b nh Beetle xe con b.
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Volkswagen ngh ra cch gii quyt tnh hnh. H ngng bn xe Beetle trn th
trng M v bt u tung ra mt dng Volkswagen mi, kch thc ln, chy
nhanh, t tin. Vy l th trng c no Vanagon, no Sirocco, Jetta, Golf GL, ri
Cabriolet. Thm ch cng ty cn xy dng mt nh my Pennsylvania sn
xut ra nhng chic xe mi p ny. Tht khng may cho Volkswagen, dng xe
con b vn tip tc c tiu th rng ri. Cn ti M, do khch hng khng tm
c mt chic Volkswagen no tit kim xng v c bn, nn h chuyn
sang dng xe ca Toyota, Honda, Nissan. Ngy nay th phn ca Volkswagen
thu hp, cn khng y 4%.
Nguyn nhn khin cc cng ty hng u khng mun to thng hiu mi cho
ngnh hng mi, l v lo ngi iu khng hay s xy n cho thng hiu hin c
ca h. General Motors chm phn ng vi dng xe hi hng sang m
Mercedes-Benz v BMW to lp c. L do l h s thm mt thng hiu mi
vo bn cnh Cadillac s gy kh khn cho cc i l bn xe Cadillac ca mnh.
Ru l cht kch thch hay l cht gim au? Xt v thnh phn ha hc, ru qu
l cht gim au rt tt. Nhng trong ngn hn, khi ru lm suy gim kh nng t
kim ch ca con ngi, th n c tc dng nh mt th thuc kch thch.
Nhiu hot ng marketing cng tng t nh vy. Kt qu trong di hn thng
i lp hon ton vi kt qu trong ngn hn.
Vic gim gi s lm tng hay gim doanh thu ca cng ty? Trong ngn hn, r
rng bn gim gi s lm tng doanh thu. Nhng nu gim gi trong di hn s ko
theo vic gim doanh thu, bi khch hng quen vi suy ngh khng nn mua
hng mc gi bnh thng. Liu vic gim gi cn truyn t thng tin no khc
n khch hng ngoi chuyn h c th mua mt mt hng vi gi thp hn mc
gi thng ngy? Vy l mc gi thng ngy m ngi bn t ra l qu cao. Sau
t gim gi, khch hng c xu hng n trnh nhng ca hng gim gi.
duy tr lng hng tiu th, nhiu i l bn l gn nh lin tc phi gim gi.
Khng c g bt thng khi bn vo mt khu ph bn l v thy hng chc ca
hng treo bin Gim gi bn ngoi.
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Khng c bng chng no cho thy cc hnh thc khuyn mi bng phiu thng
nh th co, v tham d x s, rt thm may mn s lm tng doanh thu trong
di hn. Nhiu cng ty ngh rng h cn pht hnh mt lng phiu thng nht
nh hng qu gi doanh thu mc thng bng. Tuy nhin, khi h ngng t
khuyn mi, doanh thu s st gim ngay. Ni cch khc, bn pht hnh phiu
thng khng phi tng doanh thu m l gi cho doanh thu khi st gim khi
ngng gim gi. Phiu thng ging nh cht ma ty. Bn buc phi tip tc dng
ma ty tip tc gim gi ch v cc triu chng khi cai nghin gy au n qu
mc.
Trong rt nhiu kha cnh khc ca i sng (mua sm, chi tiu, s dng thuc,),
nh hng di hn ca vic bn lm thng ngc li hon ton vi nh hng
trong ngn hn. Vy ti sao vic nhn bit iu li kh khn n th? y chnh
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l ni dung ca quy lut Vin cnh: phi sau mt thi gian di ng k, hiu ng
marketing mi pht huy tc dng.
y l quy lut thng b cc cng ty vi phm nhiu nht. Trong thc t, kinh
doanh v vic m rng thm cc chng loi sn phm l qu trnh din ra lin tc,
gn nh khng cn bt c n lc c thc no t pha cc cng ty.
A-1 l g?. Cho d chi gn 18 triu la cho chin dch qung co ny, mn
nc xt g A-1 vn tht bi thm hi.
Mc d c nhiu bng chng cho thy vic m rng danh mc sn phm khng
mang li hiu qu, nhng cc cng ty vn tip tc phnh thm ra, chng hn: Ivory
vi du gi u Ivory, ko Life Savers vi ko cao su Life Savers, Chanel vi qun
o cho nam gii, bia Coors vi nc ung Coors, t USA Today vi chng trnh
USA Today trn truyn hnh, Pierre Cardin vi ru Pierre Cardin, Levis vi giy
Levis,
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Campbell: Pht trin, m rng cc thng hiu cht lng cao v c nhc ti
nhiu, lun lun hiu qu hn so vi vic to lp mt thng hiu mi Tng
Gim c (CEO) David W. Johnson nhn nh.
Del Monte: Chng ti trung thnh vi quan nim ch mt thng hiu duy nht.
Chng ti s tip tc m rng thng hiu Del Monte sang cc lnh vc mi
Ch tch Ewan MacDonald tuyn b.
i khi, nhiu hn li l t i. Cng tung ra thm nhiu sn phm, cng kim thm
th trng, cng kt thm nhiu lin minh, li nhun cng ty thu c ngy cng t
dn. M ht tc lc tin ln pha trc c l y l khu hiu chung ca cc
cng ty. n bao gi h mi hiu rng m rng sn phm qu nhiu cui cng s
dn n suy thoi v ri vo qun lng?
Theo quan nim thng thng, mt chin lc kinh doanh thng phi c mt tm
nhn tng th. Nhng tng no c th xa, rng bao qut tt c cc sn
phm v dch v ca mt cng ty trn th trng hin ti, cng nh nhng sn
phm v dch v s ra i trong tng lai?
Cng theo quan nim thng thng, chin lc ging nh mt ci lu. Bn phi
cm mt ci lu tht to, sao cho n c th cha tt c mi th bn mun nht vo
.
Thuc gii cho chnh sch m rng danh mc sn phm chnh l lng can m ca
cng ty, nhng thuc gii ny khng phi cng ty no cng c th tm c.
Trong mt thi gian di, Eveready l thng hiu tin phong trong lnh vc sn
xut pin. Nhng cng ngh mi lin tc xut hin, u tin l pin chu ti(1),
lm thay i din mo ngnh sn xut pin. Bn s gi sn phm pin chu ti ca
mnh l g nu nh bn nm gi c thng hiu hng u trong lnh vc ny?
C l bn s li gi n l pin chu ti Eveready, nh hng Eveready t tn sn
phm ca mnh.
Nhiu dy chuyn bn l ang p dng thnh cng cng thc ca Toys Us: thu
hp din tp trung, dn sc vo cc sn phm chuyn su v gt hi c s
thnh cng nht nh, chng hn nh:
Victorias Secret. lt gi cm
Cui cng vo u thp nin 60, Pepsi-Cola trin khai mt chin lc marketing
da trn quan im chp nhn hy sinh. Pepsi-Cola hy sinh mi th, ch tr th
trng dnh cho tui teen. Sau Pepsi-Cola tip tc khai thc th trng ny mt
cch thng minh bng cch thu nhng thn tng ca tui teen lm qung co
nh: Michael Jackson, Lionel Richie, Don Johnson.
Coca-Cola, khng nht thit Coca-Cola phi thay i chin lc hng mnh ca
mnh.
Nhng Philip Morris khng lm nh vy? Philip Morris thu hp din tp trung,
nhm vo mt i tng duy nht: khch hng nam gii. V sau h cn chuyn
su hn na bng hnh nh ngi n ng ca nhng ngi n ng, tc cc
chng cao bi. Thng hiu ny mang tn Marlboro. Marlboro nhanh chng tr
thnh loi thuc l c a chung v bn chy nht th gii. Ti M, c nam gii
ln ph n u thch Marlboro.
Cui cng, s hy sinh th ba: s thay i lin tc. Nu c bm theo nhng chuyn
bin ca th trng, bn s b nh bt khi hnh trnh bn ang i. Cch tt nht
duy tr mt v th n nh l kin quyt i theo con ng chn.
Burger King khng thnh cng khi c ginh git c tnh fast t tay
McDonalds. Nu quay ngc li thi gian, Burger King nn lm g? S dng c
tnh i lp ? c tnh hon ton ngc li ca fast l slow mt c tnh
khng thch hp vi thc n nhanh (fastfood).
chinh phc c th trng tim nng ny, Burger King cn p dng quy lut
Hy sinh nhng tt c cc khch hng nh tui cho McDonalds. V a
tng vo tm tr khch hng, Burger King s cn mt t i din cho c tnh m
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Rt c th bn s ngc nhin khi bit rng mt trong nhng cch hiu qu nht
i vo tm tr ca khch hng l: ngay t u hy tha nhn nhc im ca mnh
v sau bin nhc im thnh im mnh vt tri. Chc hn bn tng
nghe nhng cu ni tng t nh sau:
Joy. The most expensive perfume in the world. (Joy. Nc hoa t nht th gii)
Ti sao liu thuc thnh tht li c hiu qu n th trong marketing? Trc ht, s
thnh tht s lm ngi nghe bt gin. Tt c nhng nhn nh tiu cc ca bn v
chnh bn s c ngi nghe chp nhn ngay v xem l ng. Ngc li, nhng
nhn nh tch cc, s b soi xt mt cch y nghi hoc, nht l trong qung co.
Hn na, nhn nh tch cc buc phi c chng minh mi lm ngi nghe tha
mn. Cn nhn nh tiu cc th khng cn chng minh bt c iu g.
Khi s dng quy lut Thnh tht, bn cn phi thn trng v kho lo. Trc tin,
khim khuyt ca bn phi c khch hng cng nhn l khim khuyt tht
s. Tip theo, bn phi nhanh chng bin khim khuyt thnh im mnh. Quy
lut Thnh tht khng nhm mc ch xin li khch hng. Mc ch ca n l to
ra nhng u th c th thuyt phc i tng khch hng tim nng.
Quy lut marketing ny chng minh cu chm ngn c: Thnh tht l phng
sch tt nht.
Nhng chic xe ging nhau lm tuyn gia mt trn General Motors suy yu
dn, m ng cho Ford tung ra mt n na, nh xuyn phng tuyn ca GM,
vi v kh l mu xe kiu chu u Taurus v Sable. Sau , n lt ngi Nht
nhy vo cuc chin vi Acura, Lexus, v Infiniti. Lc ny, GM hu nh suy
yu trn khp mt trn.
Cch y nhiu nm, Coca-Cola phi chin u cng lc trn hai mt trn, nh hai
sn phm l Coke Classic (Coke c in s dng cng thc truyn thng ca
Coca-Cola) v New Coke (Coke mi). Trong khi Coca-Cola c in ly li
c ng k sc mnh ban u th New Coke (cng l mt dng Edsel ca vng
Atlanta) li v cng chnh vnh.
Coca-Cola tung ra v s nhng khu hiu mi: We have a taste for you
(Chng ti dnh mt hng v cho bn), The real choice (La chn thc s),
Catch the Wave (Bt ly ln sng), Red, white, and you (, trng v bn),
You cant beat the feeling (Bn khng th cng li tnh cm ca mnh), You
cant beat the real thing (Khng th chng li s tht). Th nhng tnh hnh vn
khng c g bin chuyn. i ng marketing ca Coca-Cola tip tc phn u.
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General Motors kinh doanh hiu qu cho n khi gii ti chnh tip qun v t
mi quan tm vo cc con s thay v vo thng hiu. H lm hng k hoch ca
Alfred P. Sloan v to dng thng hiu khc bit. t c doanh thu trong
ngn hn, tt c nhng ngi ph trch cc b phn u lao vo theo ui on
gia th trng.
iu nguy him khi x l cc xu th trn th trng chnh l php ngoi suy. Nhiu
cng ty qu vi vng a ra kt lun mt xu hng s tin xa n mc no. Cng
ti t khng km php ngoi suy, l gi nh chung rng tng lai s khng c g
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Ghi ch cui cng cng ng chng ta cp: tin on tng lai khc vi
nm bt c hi cho tng lai. Cng ty Gourmet Popping Corn ca Orville
Redenbacher nm bt c c hi rng khch hng sn sng tr gi gp i
mua mt sn phm pop-corn (bp rang b) cao cp. V h thnh cng.
Thnh cng thng l nguyn nhn cht ngi n ng sau s xut hin t nhng
thng hiu mi m. C cng ty cho rng chnh ci tn ca thng hiu mi l l
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do chnh khin thng hiu thnh cng. Vi suy ngh ny, h nhanh chng tm
nhng sn phm khc gn ci tn y ln.
Quy m cng ty cng m rng, nguy c ngi iu hnh cao nht mt lin lc vi
cc tuyn u ca thng trng cng cao. C l y chnh l nguyn nhn quan
trng nht lm hn ch s pht trin ca cng ty, trong khi tt c nhng yu t cn
li u h tr vic pht trin quy m cng ty. Marketing l mt cuc chin, v
chin thut u tin l chin thut v qun s: Qun s cng ng, cng ty cng
ln, cng c li th. Nhng nhng cng ty phnh to hn s nh mt mt phn li
th , nu h khng tip tc tp trung sc mnh vo cuc chin marketing din ra
trong tm tr khch hng.
Cn mt vn khc cng cn quan tm l vic phn phi thi gian. Thi gian ca
cc CEO thng b phn b cho nhng cuc hp bn v ch trng, hot ng sn
xut, cc cuc hp ngoi giao, v s d tic chiu i. Theo mt kho st, mt
CEO in hnh lm vic 60 gi mt tun, trong dnh trung bnh 18 gi cho cc
hot ng ngoi ngoi giao, 17 gi cho cc cuc hp hnh trong cng ty v 6 gi
chun b cho nhng cuc hp . Do , mt CEO ch cn li 20 gi lm
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nhng vic khc, trong c vic qun l hot ng cng ty v kim tra thc t
hin trng. Trm nghe khng bng mt thy. Vi qu thi gian hn hp ny,
khng c g ngc nhin khi cc CEO giao ph cng vic marketing cho cp di.
Nhng y l mt sai lm. Cng tc marketing v cng quan trng, quyt nh
phn ln s tn ti hay pht trin ca mt cng ty, ca mt thng hiu; do bn
khng th ty tin giao ph. Bn ch nn giao ph nhng cng vic no c th gip
bn tn dng, tit kim thi gian bn tp trung tm sc hon ton vo
marketing.
Rt nhiu cng ty c gng sa cha sai lm thay v t b. H tun theo quan im:
Chng ta hy t chc li cu vn tnh th. Chp nhn sai lm v khng c
hnh ng no gii quyt l quyt nh t hi cho s nghip ca bn.
Hnh nh ngi Nht c kh nng nhn ra sai lm sm v nhanh chng tin hnh
cc thay i cn thit. Kiu qun l ng thun ca h c xu hng tiu dit ci ti
c nhn. Trong mt tp th ln, mi ngi ch ng gp mt phn nh vo mt
quyt nh ln, nn khng ai phi chu ni nhc tht bi vn c xem nh hy
hoi c s nghip. Ni cch khc, chung sng vi cu Tt c chng ta u
sai s d chu hn nhiu so vi cu ni hy dit: Ti sai. Phng chm sng
khng c ci ti c nhn ny l nhn t quan trng bin ngi Nht thnh nhng
nh marketing khng h bit nao nng. Khng phi h khng bao gi phm sai
lm, nhng khi sai lm, h tha nhn ngay, nhanh chng sa i v tip tc tin
bc.
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Khi ngi qun l a ra cc quyt nh marketing, suy ngh u tin bao gi cng
l v s nghip ring ca h, tip n mi l kh nng nh hng ca quyt nh
ln tnh hnh kinh doanh ca cng ty v ca i th cnh tranh, hay l ln i
th. Lun c s cn nhc gia s nghip c nhn v cng vic ca cng ty. i khi
s cn nhc, chn la ny khin cc nh qun l khng e ngi mo him. Nhng
tht kh tr thnh ngi i u trong mt dng sn phm mi nu bn khng dm
bc chn ra ngoi. Nhng nh qun l cp cao khi c hng mc lng tt
cng vi quyn lc v tm nh hng ng k, nht l nhng ngi sp v hu, s
tr nn ngi ngn khi a ra nhng quyt nh kinh doanh to bo.
Cc phng vin, bin tp vin thiu kinh nghim thng b n tng bi nhng g
h c c cc bo khc, hn l bi nhng g h t thu thp c. Mt khi mn
kch thi phng bt u, n s cn tip tc.
Khi MCI khi ng s nghip bng vic tung ra dch v vi sng ni gia Chicago
v St. Louis, gii truyn thng gn nh b qua ch MCI nh b. Khi Sun
Microsystems xut khu nhng chic my trm lm vic u tin, bo ch cng l
lun, khng c bt k phn ng no. H u bit rng ngy no my trm lm
vic ca Sun s lm lung lay b khung sn ca IBM v DEC.
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Nhng khng d gii thch ti sao videophone c thi phng n vy. Bng
chng l mt dng tt chy trn bi bo: Videophone Phng Tin Thay Th Du
Lch. Thc ra s thi phng khng tht s nhm vo sn phm videophone, m
nhm v mt cuc cch mng trong ngnh du lch.
Theo thi gian, ta thy rng nhng sn phm c thi phng mnh nht l nhng
sn phm ha hn lm thay i c mt ngnh ngh, c bit l lm thay i nhng
ngnh then cht i vi nn kinh t M. Bn cn nh t gii truyn thng ht li
ca ngi trc thng, hi sau Th chin th hai khng? Gara no cng s c trc
thng, ng s cu cng v ton ngnh cng nghip xe hi s tr nn li thi ch
mt sm mt chiu. Tip n l phong tro ca ngi nhng ngi nh di ng(1).
Bo ch a tin rng ngay c sn phm t nht m mt h gia nh c th mua
cng c th c sn xut nh dy chuyn lp rp trong nh, vic ny cch mng
ha c ngnh xy dng.
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Nhng nhn chung, cng iu vn l cng iu. Cuc cch mng thc s khng
n vo lc th trng ang ln cao tro, vi v vn thng hiu xp hng v c
cc phng tin truyn thng a tin t vo bn tin chiu. Cuc cch mng thc
s s n m khng bo trc, vo nhng lc bt ng nht v cng chi tr tim
vi bn.
Khi mt bin mt, cng ty thng ri vo tnh trng b khng hong nng v mt
ti chnh. Chuyn xy ra vi Coleco Industries v v Cabbage Patch Kids l mt v
d in hnh. Nhng con bp b th mc Cabbage Patch c tung ra th trng
vo nm 1983 v bt u ct cnh. Chin lc ca Coleco l rt ht ti tin ca tr
em. Hng trm mn mi mang nhn hiu Cabbage Patch bt u trn ngp th
trng: bt bi, bt ch, bt ch mu, tr chi, qun o, v.v. Hai nm sau, doanh thu
ca Coleco ln ti 776 triu USD, nhng li nhun ch c 83 triu USD. Sau
cng ty rt chn ra khi lnh vc ny. Nm 1989 Hasbro mua li Coleco v qun l
iu hnh theo cch thn trng v bo th hn. Ngy nay Hasbro lm n tng i
n nh.
Nghch l nm ch: ng trc mt ngnh ngh ang pht trin nhanh chng,
vi tt c cc c im ca mt, vic tt nht bn nn lm l di nc lnh ln ci
mt . Bng cch ny, bn s ko di thi gian ca mt y v khin n tr thnh
ging mt xu th hn.
Nhng ngh s biu din thnh cng nht l nhng ngi bit tit ch s xut hin
ca h trc cng chng. H khng xut hin nhiu qu mc. H khng c mt
khp mi ni. H khng nng nhit n mc kit sc. ng bu ca Elvis Presley
Colonel Parker c hn ch s ln xut hin v s a ghi m ca vua nhc
rockn'roll ny. Kt qu l mi ln Elvis xut hin u tr thnh s kin thu ht s
quan tm ca cc fan hm m cung nhit. Hy qun mt i. V khi mt xut hin,
bn hy c gng lm suy yu n. Mt trong nhng cch duy tr nhu cu di hn i
vi sn phm ca bn l khng bao gi tha mn hon ton nhu cu . Xu th di
hn chnh l ci em li li nhun nhiu nht cng nh hiu qu nht trong
mi chin lc marketing.
Ngay c tng hay nht trn th gii cng khng th tr thnh hin thc nu n
khng nhn c ngun ti chnh tng xng. Tht l sai lm khi ngh rng cc
tng tuyt vi ca cc nh khoa hc, cc doanh nhn, tr thnh hin thc l
v c h tr chuyn nghip v marketing. Marketing l mt cuc chi m hai
bn tham gia u ra sc tranh ginh ch ng trong tm tr khch hng. Bn cn c
tin thc hn nhng chin dch qung b thu ht khch hng. Khi c c
th trng n nh, bn vn cn tin duy tr v th t c.
Mt s doanh nghip xem qung b trn cc phng tin truyn thng l cch r
tin thm nhp c vo tm tr khch hng. Tht ra, PR khng h r cht no.
Mt s cng ty li xem lin doanh lin kt l gii php cho vn ti chnh. Nhng
ch mt t l rt thp l thnh cng trong vic tm c qu ti chnh cn thit.
Thng trng cnh tranh tht khc lit. Nhng cng ty khng l rt mt lng
ln tin vo vic xc tin cc thng hiu ca h. Procter & Gamble v Philip
Morris, mi cng ty tiu hn 2 t USD mt nm vo qung co. General Motors
chi 1,5 t USD mt nm.
Khng ging nh vi sn phm tiu dng, cng ty sn xut sn phm k thut hoc
kinh doanh nn dnh t tin cho marketing hn, bi v danh sch khch hng ca
h chc chn s ngn hn, v chi ph cho vic qung b trn cc phng tin
truyn thng i chng cng t hn. Nhng h vn cn c mt qu thch hp cho
mt sn phm k thut, chi tr cho vic lm brochure, t chc hi tho bn
hng, v cc trin lm thng mi, cng nh qung co.