Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

Thnh cng ca Marketing qua vic to ra khc bit cho mi th

Bt k mt sn phm hay dch v no cng c th c lm cho khc bit, ngay c nhng hng ha m xem ra ch khc vi hng ca cc i th v gi c m thi. Theodore Levitt Trn v tuyn truyn hnh lc no ta cng thy s khc bit ha, (phn bit, khu bit) sn phm, bt k ch ca pha qung co l mt mt hng c th nhn thy r rng s khc bit nh xe t, hay mt mt hng khng th nhn thy r rng s khc bit nh bt git. y l nhng mt hng c ng gi (hng c bao b). Lm th no cc nh tip th c th to ra s khc bit cho nhng th gi l hng ha (commodity) nh cn isopropyl, thp ng, cc dch v ngn hng thng mi, hay ngay c c vn php lut? Tc gi m t nhng thuc tnh ca sn phm mang n c hi cho cc nh tip th thu ht c khch hng trong cuc cnh tranh v gi c h sau khi chin thng. Cui cng, tc gi m t trng thi t duy giu tng tng v cnh gic vn c trng cho s qun l tt vic lm cho cc sn phm tr nn khc bit. ng ni: Cch iu hnh ca nh qun l cng chnh l s m rng vic lm cho cc sn phm tr nn khc bit. ng Levitt l Gio s Edward W. Carter v Qun tr Kinh doanh trng Kinh doanh Harvard v trng b mn marketing . Cc bi bo ca ng ng trn tp ch Harvard Business Review, ln n gn hai chc bi, bao gm bi bo ni ting S thin cn trong marketing [pht hnh nm 1960 v in li thnh tc phm kinh in ca Harvard Business Review vo thng 9-10 nm 1975] v Marketing khi mi th thay i [thng 1112 nm 1977]. Cun sch gn y nht ca ng l Marketing v s tng trng doanh nghip (McGraw-Hill, 1974). Chng c ci g gi l hng ha chun. Tt c cc sn phm v dch v u c th lm cho khc bit c. Cho d ngi ta thng cho rng iu ny ng vi cc mt hng tiu dng hn l vi cc hng dng cho sn xut (nguyn vt liu cng nghip) v dch v cng nghip, nhng iu ngc li cng l s tht. Trn thng trng, s khc bit ha c mi ni. Mi ngi nh sn xut, nh ch to, ngi bn hng, ngi mi gii, i l, nh bun c gng khng ngng lm cho sn phm cho bn ca mnh khc vi ca nhng ngi khc. iu ny ng ngay c vi nhng ngi sn xut v bun bn kim loi c bn, ng cc, ha cht, cht do v tin. Nhng nh ch to hng dng cho sn xut v hng tiu dng tm kim s khc bit c tnh cnh tranh thng qua c tnh sn phm mt s c th xc nh c bng cch o lng hay bng th gic, mt s ng qua s trau chut b ngoi, v mt s c xc nhn mt cch hoa m thng qua nhc n nhng thuc tnh thc t hay nhng thuc tnh kn o

Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

c gi ra, vn ha hn nhng kt qu hay nhng gi tr khc vi sn phm ca cc i th cnh tranh. i vi dch v tiu dng v cng nghip cng th ni chnh xc l ci m ti gi l nhng th v hnh. V d trong vic trao i hng ha chng hn, cc nh bun bn kim loi, ng cc, v tht sn heo mua bn nhng sn phm chung hon ton khng khc bit. Nhng ci m h bn l s phn bit c xc nhn v vic thc hin cng vic ca h tnh hiu qu ca nhng giao dch ca h vi t cch l i din cho khch hng, s p ng ca h trc nhng cu hi, s r rng v tc ca nhng xc nhn ca h, v nhng th i loi th. Ni vn tt, nhng sn phm c cho bn ca h c lm cho khc bit, cho d sn phm chung l ng nht. Khi sn phm chung khng c g khc bit, sn phm c cho bn lm nn s khc bit trong vic thu ht khch hng v sn phm c giao lm nn s khc bit trong vic lu gi khch hng. Khi v i tc cao cp thng tho ca mt cng ty mi gii Chicago ni ting xut hin mt ngn hng ti thnh ph New York trong mt b com-l polyester xanh l m cht cng v i giy Gucci g gm kinh doanh trong cc hp ng k hn v cng c ti chnh, kt cc c th tin on c l t hi. S cho bn khng d tnh trc th hin qua y phc b ngoi tng phn vi s cho bn d tnh trc vi s trnh by c chun b k lng ca ng ta. Chng c g l khi bc n anh Thomas Watson khng khng i hi mt cch kin quyt rng cc nhn vin bn hng ca ng phi mc nhng b ng phc IBM ni ting. D rng chic o c th khng lm c thy tu, nhng chng vn c th gip lm nn doanh s. Ngi ta thng gi nh v nhng th gi l nhng hng ha khng c phn bit rng chng ht sc nhy cm vi gi c. Mt mc gi thp mt cht c th dnh c vic kinh doanh. iu t khi ng ngoi tr trong th gii tng tng ca nhng quyn sch gio khoa kinh t. Trong th gii thc t ca cc th trng, khng mt mt hng no c min tr khi nhng cn nhc khc, ngay c khi cnh tranh gi c din ra c lit. Trong nhng thi k thng d lu di, cng sut d tha, v cuc chin tranh gi c khng ngui cng thng, th s ch ca mi ngi dng nh khng nhm vo g khc ngoi gi c, chnh xc v gi c th c th d thy c v o lng c, v c tc ng tn ph tim tng, cho nn gi c lm cho mi ngi khng ch n cc kh nng gii thot sn phm khi cuc cnh tranh gi c khc lit. Cc kh nng ny, ngay c trong ngn hn, khng n thun ch hn ch trong cuc cnh tranh phi gi c, nh vic bn hng bng cch gp ch thn trc tip tch cc hn, qung co gia tng, hay iu c gi mt cch lng lo l dch v nhiu hn hay tt hn. thy r cc kh nng ny l g, trc tin ta nn xem xt mt sn phm chnh xc ra l g.

Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

Sn phm l g? Sn phm gn nh lun lun l s kt hp ca nhng th v hnh v hu hnh. Mt chic t khng ch n thun l mt c my di chuyn c phn bit mt cch c th thy r v o lng c bi kiu dng, kch thc, mu sc, s la chn, m lc, hay s dm ng trn mt ga lng xng. M n cn l mt biu tng phc tp th hin a v, th hiu, ng cp, s thnh t, kht vng, v [ngy nay] l biu hin ca s khn ngoan ngha l mua s tit kim nhin liu hn l ph trng. Nhng khch hng cn mua nhiu hn na ch khng ch nhng thuc tnh ny. Nhng n lc to ln ca cc nh sn xut t ct gim thi gian t khi t hng n khi giao hng, chn la, o to, gim st v to ng c thc y nhng ngi bun bn t cho thy rng nhng th ny cng l nhng b phn khng th tch ri ca cc sn phm m ngi ta mua v do chng cng l nhng phng cch qua c th lm khc bit sn phm. Theo cng mt cch thc, mt my tnh khng n thun ch l mt chic my lu tr v x l d liu, m cn l mt h iu hnh vi nhng giao thc phn mm c bit s dng v nhng ha hn v bo tr v sa cha. Si carbon l nhng cht ph gia ha hc lm tng cng c th un c, gim trng lng, lm tng sc chu ng, chng n mn, v lm gim chi ph ch to khi kt hp vi nhng vt liu nht nh khc. Nhng si carbon khng c gi tr g i vi ngi s dng khng c kinh nghim nu khng c s gip v thit k v ng dng m ch nhng ngi bn c kinh nghim mi c th cung cp c. Trong nhng xut hp ng hng ngn trang ca cc nh thu chnh ph hay nhng xut t vn di nm trang cho cc khch hng cng nghip, sn phm l mt li ha m thc cht thng mi ca n nm danh ting c vun bi cn thn ca ngi xut (hay hnh tng ca ngi xut) v trong vic chun b k cng hnh thc ca li xut cng nh trong ni dung vt cht ca n. Khi ni dung thc cht ca cc sn phm ca nhng ngi bn hng cnh tranh chc chn khng th to ra khc bit, th sc mnh bn hng dch chuyn sang vic to ra s khc bit nhng im c bit m qua ngi mua c th b nh hng. V kha cnh ny, tt c nhng sn phm c ch to bi Morgan Stanley & Co., Lockheed, McKinsey & Co., v Revlon c rt t khc bit v mt thc cht. Cho d mi nh sn xut hng hn a ra nhng s khc bit chung to tt so vi cc i th cnh tranh, nhng mi nh sn xut bn tm su sc n vic ng gi ngha l bn tm vo vic trnh by chnh mn hng ca mnh mt cch c o. V qu tht, mi mn hng c th c o, nhng tnh c o ca n ch yu nm nhng iu m vt xa mn hng cho bn chung. Hy xem h thng ngn hng u t. Cc ngn hng bo lnh pht hnh ha hn tin bc cho ngi pht hnh v a ra nhng li ha tng t cho ngi mua. Nhng cch thc nhng li ha ny c cu trc thnh mt gi c nh hng su sc n c ngi pht hnh v ngi mua. Hy xem on trch dn sau y t mt ngi quan st gn ca ngnh ny: Mt ngi nh [ngn hng u t M] kit xut c cc li vo trn hai ng ph, vi cc loi giy vit c tiu , bao th v.v khc nhau c in cho mi li vo. Mt ca c d tr
Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

l c tnh c quyn hn so vi ca kia, v mt khch tham quan c cho l c th ni ln s nh gi ca doanh nghip ny v quan trng ca mnh thng qua li vo c ch ra trn tiu ca giy vit, bao th v.v m anh ta nhn c. R rng l nhng s phn bit c to ra ny l nhng cng c cho hng da trn gi nh rng cch i x VIP (nhn vt rt quan trng) ti quy tip tn vi nhng khch tham quan nht nh s thuyt phc h v nhng kt qu VIP sau ny trn thc t. i vi ngi mua tng lai, mt sn phm l mt t hp phc tp ca nhng s tha mn v gi tr. Sn phm chung khng phi l chnh sn phm; nh trong tr chi nh bi poker, n ch l tin t trn bn s tin ti thiu cn thit lc bt u cho cc nh sn xut mt c hi tham d cuc chi. Chnh vic chi bi mi em n kt qu, v trong kinh doanh iu ny c ngha l c c v gi c khch hng. Khch hng gn gi tr cho mt sn phm tng xng vi kh nng c nhn thy ca sn phm y trong vic gip h gii quyt nhng vn hay p ng nhng nhu cu ca h. Tt c nhng ci khc ch l phi sinh. Nh mt chuyn gia marketing cng nghip ni, Sn phm l trn gi nhng li ch m khch hng nhn c khi h mua. Hy xem tinh thn thc dng ca cc nh sn xut t Detroit khi mua thp tm. Detroit mua hng theo nhng qui cch k thut cht ch, nhng cng ty qui nh nhiu iu ch khng ch l bn thn nhng tm thp. Cng ty cng yu cu nhng iu kin giao hng nht nh v tnh linh hot, cc iu kin gi c v thanh ton, v kh nng p ng nhanh khi t hng li. Sut nm ny sang nm khc, cc cng ty Detroit thay i t phn thp h mua t cc nh cung ng khc nhau trn c s h thng nh gi k lng nhm o lng thnh qu phc v ca mi nh cung ng da trn nhng iu kin qui nh, bao gm loi hnh v cht lng ca nhng gip t nguyn v nhng vn nh nhng tng vt liu mi, tng v ti thit k linh kin, v thm ch th thc mua hng. R rng, Detroit mua mt t hp nhng tha mn v gi tr m sn phm chung ca n ch l mt phn nh. Nu cc iu kin giao hng v tnh linh hot khng c p ng chng hn hay nu c p ng mt cch tht thng, min cng, hay ch mt phn khch hng khng c c sn phm mnh k vng. Ngoi ra, nu mt nh cung ng hot ng hiu qu hn bng nhng tng lm cho thun tin hn, sn phm ca nh cung ng tt hn ca cc i th cnh tranh. Detroit thy ht sc r rng rng thp carbon cun nng s 302, kh 72 inch khng phi l mt hng ha (commodity). N l mt sn phm c s khc bit c th o lng c. Hnh I. Khi nim ton b sn phm Khch hng khng bao gi ch mua mt sn phm chung nh thp, la m, cc ph tng lp rp, dch v ngn hng u t, thuc aspirin, t vn k thut, bng chi gn, bo tr cng nghip, giy in bo, m phm, hay thm ch cn isopropyl tinh khit 99%. H mua th g cn hn c nhng tn gi ny. V ci m l th g s gip xc nh ngi m h s mua hng, tin m h s tr, v liu rng h trung thnh hay khng kin nh.
Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

Ngi ta c th qun l c ci m l Th g trong ton b vic c c khch hng v tha mn khch hng ca n. hiu cch thc qun l n ra sao, ta nn xem xt qu trnh bng th. Hnh I biu th iu ny bng cch cho thy rng mt sn phm gm c mt dy kh nng, m by gi ti s m t. Sn phm chung Ci th thc cht, c bn nhng cn n s, khon tin t trn bn trong kinh doanh ci cn thit c c hi tham d cuc chi th trng l sn phm chung (generic product). i vi nh sn xut thp, n chnh l thp, hay trong v d v Detroit, n l thp cun nng s 302, kh 72 inch, hay tiu chun k thut tng ng ca mt nh my thp no . i vi mt ngn hng, n l cc qu tin c th vay. i vi nh bun bt ng sn, n l ti sn mang bn. i vi nh bn l, n l mt ca hng vi mt hn hp nht nh cc mt hng c th bn c. i vi mt lut s, n l vic thi u k thi lut s. Chng phi tt c cc sn phm chung u nh nhau. Vt qua c k thi lut s New York th khng ging ht nh vt qua k thi lut s ti Colorado. Do s khc nhau i cht gia cc qu trnh sn xut ca cc nh sn xut t, trn thc t, thp 302 ca mt nh cung ng ny c th tt hn ca mt nh cung ng khc. Thp 302 ca mt nh my thp ny c th bm sn d dng hn hay nhanh hn 302 ca mt nh my thp khc. Mt nh cung ng c th p ng cc n t hng ch t mt nh my thi, v nh cung ng khc th t mt s nh my. Trong trng hp sau, sng bng hay mu sc ca sn phm chung t cc nh my khc nhau c th hi khc nhau, iu to ra s khc bit ng k trong trng hp thp khng r c s dng lm trang tr. Trong hu ht trng hp, nhng khc bit ny khng ni bt. Quan trng hn l nhng thuc tnh ca cc thnh phn k vng ca sn phm. Sn phm k vng Trong hnh I, sn phm k vng l mi th trong phm vi cc vng trn xanh lc bn ngoi v bn trong, bao gm c sn phm chung. N tng trng cho iu kin mua hng ti thiu ca khch hng. Ly v d, khch hng cho ci g l tuyt i thit yu trong thp tm? 1. Giao hng: nh my no? Khi no? Khng ch vo ngy no, m vo nhng gi no mi ngy ti thiu ha mt bng qu gi dnh cho lng thp d phng v gim chi ph tn kho? Nh cung ng phi ngang bng v mt hu cn vi ngi mua. Ngi mua cng k vng v s lng thch hp v tnh linh hot ngha l p ng nhanh chng v khng phin nhiu trc nhng kh khn t xut v s lng v thi gian giao hng. Cui cng, s i x u i cng c th c nu ln trong trng hp thiu ht. 2. Cc iu khon: Gi c th cho nhng s lng c th trong thi hn c th. Trong trng hp c s thay i gi trn bng lit k gi, cc iu khon bao hm nhng thng s c th m phn, c th lin kt vi nhng ch s nh bnh qun gi dao
Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

ng ca ph liu v cc thnh phn ch to thp khc trong nhng thi on c th. Cc iu khon cng c th phn nh c cu chit khu lin quan n mc thanh ton nhanh v nhng iu khon b sung v vic gia hn thi hn thanh ton. 3. Nhng n lc h tr: Ty vo vic s dng sn phm l g, ngi mua c th k vng nhng li khuyn v s h tr v p dng c bit. 4. Nhng tng mi: Ngi ta thng k vng nhng tng mi hay nhng ngh ca nh cung ng cho nhng cch s dng sn phm chung hiu qu hn v gim chi ph di nhng hnh thc d tnh khc nhau, nh l cch ch to, lp ph ngoi, v cch rp li cho chc chn. Ngi ta c th bit r ton b nhng iu ny, nhng nhng nguyn tc c bn ca n th cn bao gm nhiu th hn na. Vic khng p ng c nhng k vng tinh t hn c th mang li ting xu cho sn phm chung. Mt vn phng mi gii ti tn c th lm ti sn cho bn khng tip cn c vi khch hng, gy tn tht cho nh bun bt ng sn. Cho d ngi lut s c thnh tch sng chi trong k thi lut s, v chim gi nhng vn phng thanh lch trang trng nhng tnh cch ca ng ta c th xung t vi tnh cch ca mt khch hng tng lai. Mt my cng c gi c cnh tranh ca mt nh sn xut c th c h thng kim sot bng s tinh xo nht n sau mt bng iu khin tht n tng, nhng mt s khch hng c th khng mua v dung sai u ra ca n chnh xc hn nhiu so vi mc cn thit hay kh dng ca h. Khch hng thc s c th k vng v mong mun t hn. Sn phm chung c th bn c ch khi nhng k vng rng ln hn ca khch hng c p ng. Ngi ta c th s dng cc phng tin khc nhau p ng nhng k vng ny. V vy vic lm khc bit sn phm tun theo cc k vng.

Sn phm c tng thm gi tr Vic to ra s khc bit cho sn phm khng ch hn ch trong vic trao cho khch hng nhng g h k vng. K vng ca h c th c tng thm bng nhng th m h cha bao gi ngh ti. Khi mt nh sn xut my vi tnh ci t mt modun t ng xc nh nguyn nhn trc trc bn trong thit b (nh mt s hng hin ang lm) h thc hin mt sn phm vt xa nhng g ngi mua yu cu hay k vng. N tr thnh mt sn phm c gi tr tng thm. Khi mt cng ty mi gii chng khon c nhng bng bo co hng thng ca cc khch hng km vi bng cn i ti sn cho mi khch hng v mt bng phn tch ngun vn v phn b vn, cng ty lm tng thm gi tr sn phm ca mnh vt hn nhng g ngi mua yu cu hay k vng. Khi mt nh sn xut cc phng tin tr gip sc kho v sc p cung ng nhng li khuyn v qun tr kho bi v cc chng trnh o to cho nhn vin ca cc nh phn phi, cng ty lm tng gi tr sn phm nhiu hn nhng g ngi mua yu cu hay k vng.

Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

Hnh I biu th s tng thm gi tr ca sn phm k vng mt cch t nguyn hay khng cn nhc nh ny bng di bng khng u bao quanh sn phm k vng. Trong mi trng hp, nh cung ng vt qu nhng k vng thng thng ca ngi mua. Trong trng hp v d thp ca chng ta, n c th c thc hin thng qua trin khai nhng phng cch tt hn ch to v to mt lp ph ngoi sn phm hay gim dy gim trng lng. Ngi bn c th cung cp nhng phng tin tr gip va phi nhng bt ng khc, nh nhng tng mi v lch trnh giao hng, cc iu khon th v hn, nhng cch thc giao cc l hng khc nhau gim kh khn v chi ph x l ca ngi mua, v h thng lp hA n gip trao cho ngi mua nhiu thng tin hn v cc m thc s dng sn phm chung theo cc nh my, cc phn xng hay cc nhn hiu khc nhau. Tuy nhin, khng phi tt c khch hng, i vi mi sn phm v trong mi tnh hung u c th c thu ht bi vic m rng mi t hp nhng s tha mn v gi tr. Mt s khch hng c th thch gi h hn l s tng thm gi tr sn phm. Mt s khng th s dng nhng dch v tng thm ny. Ly v d, nhng ngi s dng thp c thi ph thuc vo cc nh my i vi cc tr gip ng dng v h tr k thut, dn dn ln mnh tinh vi gii thot mnh khi s ph thuc s t do m ngu nhin dn n s tng trng nhanh ca nhng trung tm phn phi thp c lp cnh tranh vi nh my thp. (By gi cc trung tm ny, vn lm cho mnh khc bit vi cc nh my thp qua vic giao hng nhanh hn i vi nhng cht lng v qui m tiu chun, mt tp hp mt hng rng hn, v kh nng x l nhng n t hng nh, lm tng thm gi tr sn phm ca h bng cch thc hin thm cng vic ch to nh v b sung thm nhng dch v ng dng thp c bit.) Nh mt qui lut, ngi bn cng m rng th trng bng cch truyn th v gip khch hng s dng sn phm ca h, th h cng tr nn d b mt khch hng hn. Khi mt khch hng khng cn n s gip na, h s c c tnh linh hot trong vic tm kim nhng th m h nh gi cao hn, nh gi c chng hn. im ny, iu c ngha l bc vo mt chng trnh c h thng lm tng gi tr sn phm, lm li khch hng, v nh gi c khch hng. D nhin, ngi bn cng nn tp trung vo vic gim chi ph v gi c. V l iu tr tru ca s chn mi ca sn phm: chnh xc khi cuc cnh tranh gi c c tng cng, v do vic gim chi ph tr thnh quan trng hn, cng l khi ngi bn c th c li bng vic gnh thm nhng chi ph b sung ca s lm tng gi tr sn phm mi. Sn phm c tng thm gi tr l mt iu kin ca th trng chn mi hay nhng khch hng tng i c kinh nghim, hoc tinh vi. Chng phi h khng th hng li t nhng dch v tng thm, hay khng th p ng trc nhng dch v , m khi mt khch hng bit hoc ngh rng anh ta bit mi th v c th lm bt k iu g, ngi bn phi kim tra gi nh khng b gnh chu ni kh ca cuc cnh tranh gi c mt mnh. Cch tt nht kim tra gi nh ca khch hng rng h khng mun hoc khng cn tt
Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

c hoc mt phn gi tr sn phm tng thm no l xt xem c th cung ng cho khch hng th g.

Sn phm tim nng Mi th m c th c thc hin thu ht v gi li khch hng l nhng th c th c gi l sn phm tim nng. i vi ngi s dng thp, hng cung ng c th bao gm: Nhng thay i k thut ngh, nh thit k li mt thnh phn gim trng lng, tng sc mnh hay bn, gim s cong vnh mt bn, ci thin bm dnh v tnh ng mong i ca lp ph ngoi, hay tng cng tnh an ton. Nhng kt qu nghin cu th trng v thi ca khch hng, v nhng vn ca h i vi nhng cht thay th khc nhau cho thp (cht do v nhm, chng hn). Nhng phng php v cng ngh mi v to dng, nh hnh, v ni kt thp vi thp, thp vi cht do v.v Nhng tng mi v cht bi trn, vt liu gim n, cht m v tm lt. Nhng ngh c kim nh v nhng h thng lp rp d dng, nhanh chng v r hn. Nhng tng mi v nhng c tnh sn phm khc nhau cho nhng phn on ngi s dng khc nhau, nh nhm thng mi, on xe tc xi, v cc cng ty cho thu, mi nhm c nhng tiu ch mua hng ring. Nhng xut c th, c kim nh, kt hp cc vt liu nh thp v si thy tinh. Ch c ngn sch v tr tng tng lm hn ch cc kh nng. Nhng ngn sch l v phi l bao nhiu, iu ny thng l mt hm s bin thin theo nhng g cn cnh tranh trn mi bnh din ca sn phm tim nng. Mi th u thay i theo cc iu kin iu kin kinh t v iu kin cnh tranh. S cnh tranh c th l mt hm s khng ch bin thin theo nhng g cc nh cung ng thp a ra m cn l mt hm s ca nhng g nh cung ng cc cht thay th a ra. S p ng nhit tnh i vi vic t hng li trong nhng thi k tt p gn nh khng quan trng i vi ngi mua cho bng trong nhng thi k yu km tr khi mt i th cnh tranh s dng mt cch chin lc nhng thi k tt p (ngha l khi cu cao v cung thiu ht) cung cp cho mt khch hng trin vng ln nhm chen chn vo th trng. Cc iu kin kinh t, cc chin lc kinh doanh, nhng mong mun ca khch hng, cc iu kin cnh tranh, v nhiu yu t hn na c th xc nh nn nhng th to thnh sn phm mt cch hp l. M cng khng phi l nhng thnh t ca nhng phn loi sn phm va m t l c nh. Nhng g l gi tr tng thm i vi khch hng ny c th l k vng i vi khch hng khc; nhng g l gi tr tng thm trong tnh hung ny c th l tim nng trong mt tnh hung khc; mt phn ca nhng g l chung trong nhng thi k cung thiu ht c th l k vng vo nhng lc cung d tha.
Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

Cng nh vi hu ht mi th trong kinh doanh, chng c g l tnh mt cch n gin, hay c gii thch mt cch ng tin cy bi nhng nguyn tc phn loi ca sch gio khoa c. C mt iu chc chn: chng c th g i loi nh mt hng ha chun ha hay t nht trn quan im cnh tranh, khng cn phi c nhng hng ha chun ha. Mi th u c th lm cho khc bit c, v tht ra, chng thng c khc bit ha. (Xem phn c thm Tnh phc tp ca mt sn phm chung). Tnh phc tp ca mt sn phm chung Durum l mt ging la m c sn xut vi nhng sn lng tng i t v gn nh c quyn ti ba ht ng bc Dakota. ng dng chnh ca n l lm m ng. Ni chung cc nh nng giao hng durum trong nhng kin hng xe ti n cc my nng trong vng, t n c chuyn n cc nh ch bin. Tuy nhin, trong nhng nm gn y, nhiu nh hot ng nng trang ln xy dng cc my nng tr hng ca ring h. Dng nhng xe ti c r moc ln, h giao hng trc tip n cc my nng ca nhng ngi s dng ln. Nh vy, h khng ch trnh b chit khu lu kho qua trung gian, m cn c tip cn nhng khon tin tng thm do ngi mua tr cho nhng l la m cht lng cao. Tng t, cc nh iu hnh my nng trong vng Great Plains tng cng t chc tranh th li th ca vic giao hng bng nguyn mt chuyn tu ho ti Gulf Coast v nh tiu chun c chit khu thu ng st ng k. Nhng cch b tr ny nh hng n s lng v lch trnh qua cc nh iu hnh my nng trong vng thch mua v thc hin vic giao nhn hng t ngi trng la m hn, iu ny n lt n li nh hng n cch thc nhng ngi trng la m qun l kh nng giao hng v lch trnh ca h. Mc gi m cc nh iu hnh my nng v nh ch bin phi tr th khc nhau ng k, ngay c i vi nhng l durum cht lng ht nh nhau. Nh iu hnh my nng s tr nhng khon tin chnh lch cao hn mc gi hin nim yt hay mc gi m trc y tha thun vi cc nh nng, hay chit khu t nhng mc gi , ty thuc vo kt qu cc kim nh v hm lng protein v m cho mi chuyn hng. Nhng ngi s dng la m, nh Cng ty Prince Spaghetti, thc hin nhng kim nh b sung v hm lng tanna v gluten. Ngi ta nhn thy rng tin tng thm hay gim bt i vi nhng khc bit cht lng trong mt nm c th th chnh lch so vi nhng mc gi hp ng k hn trn cc trung tm giao dch hng ha theo nhng lng nhiu hn so vi chnh nhng bin ng gi ca hp ng k hn trong nm . Vai tr ca qun l Cch thc cng ty qun l vic marketing c th tr thnh hnh thc lm khc bit sn phm mnh nht. Tht vy, c th l cch thc lm cho mt s cng ty trong cng ngnh khc bit hn so vi nhng cng ty khc. Qun l nhn hiu v qun l sn phm l nhng cng c marketing c nhng li th c th chng minh c, vt tri hn cc phng thc qun l theo chc nng chung
Theodore Levitt

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

chung. iu cng ng vi qun l th trng, mt h thng c trin khai rng ri khi mt sn phm hu hnh hay v hnh no c s dng trong nhiu ngnh khc nhau. a ai vo ph trch mt sn phm c s dng theo cng mt cch thc bi mt phn on th trng ln (nh trong trng hp bt git ng gi c bn thng qua cc knh bn l) hay a ai vo ph trch mt th trng cho mt sn phm m c s dng mt cch khc nhau trong nhng ngnh khc nhau (nh trong trng hp cn isopropyl c bn trc tip cho cc nh sn xut hay gin tip cho h thng qua cc nh phn phi) r rng l tp trung c s ch , trch nhim v n lc. Nhng cng ty no t chc vic marketing theo cch ny ni chung c c mt li th cnh ranh r rng. Danh mc nhng sn phm tiu dng khc bit cao m trc y khng lu c bn ra nh nhng sn phm khng c g khc bit tht l di: c ph, x phng, bt m, bia, mui, bt yn mch, da chua, xc xch c, chui, g, thm (da), v cn nhiu na. Trong s nhng mt hng tiu dng v hnh, trong nhng nm gn y, s khc bit ha v nhn hiu hoc ngi bn gia tng trong hot ng ngn hng, cc loi bo him, th tn dng, mi gii chng khon, i l du lch, thm m vin, cng vin gii tr, v nhng cng ty cho vay nh. Trong s nhng sn phm tiu dng lai ghp (consumer hybrids) iu tng t cng xy ra: nh hng, chuyn gia nhn khoa, bn l thc phm, v cc nh bn l c sn ang pht t trong nhiu lnh vc: kim hon, th thao, sch v, phng tin chm sc sc kho v sc p, qun ty v qun jeans, my ghi m, ph tng t, v cc trung tm ci thin gia nh. Trong mi trng hp ny, c bit trng hp hng tiu dng v hnh, nhng ngi t hiu bit thng gi nh s phn bit cnh tranh ca chng nm hnh thc ng gi v qung co. Ngay c nhng khc bit quan trng trong cc sn phm chung cng c cho l t i n mc iu thc s ng k l qung co v ng gi. Gi nh ny chc chn l sai lm. Khng phi ch n thun vic qung co rm r hay hnh thc ng gi kho lo gii thch cho s vt tri ca nhiu sn phm ca General Foods v Procter & Gamble. M cng khng phi nhng sn phm chung u vit ca h gii thch cho thnh cng ca IBM, Xerox, ITT, v Texas Instruments. S phn bit thc s ca h nm cch thc h qun l c bit trong trng hp P&G, General Foods, IMB v Xerox, l nm cch h qun l marketing. S lng nhng phn tch, kim sot cn thn v cng tc thc t c trng cho s qun l marketing ca h b che khut bi kh nng c mi ngi bit n ca qung co hay tnh c o ca sn phm chung c cho l c trong sn phm ca h. Cc cng ty thc phm c nhn hiu tin hnh qung co rm r, v h lm vic tch cc v gn gi vi cc nh phn phi s v l cng ging nh cc cng ty t. Tht ra, cc cng ty thc phm ny thng lm vic vi cc nh phn phi thm ch cn tch cc hn v cc nh phn phi ca h kinh doanh nhiu nhn hiu cnh tranh v cc knh phn phi th di hn v phc tp hn. D nhin, phn ln cc ca hng tp ho kinh doanh mt s khng t th nhiu cc nhn hiu cnh tranh ca cng mt sn phm chung (hay khng khc bit v mt chc nng). C hn hai chc nhn hiu quc gia ca bt git. Cc ca hng nhn chng

Theodore Levitt

10

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

t mt kho hng ca chui siu th hay t kho hng ca mt nh bn s hp tc, mt nh bn s t nguyn, hay mt nh bn s c lp. Mi kho hng ny ni chung cha mt lot y cc nhn hiu cnh tranh. Mc d cc nhn hiu quc gia, thng qua qung co v xc tin, c gng ko ngi tiu dng, nhng h cng c gng to ra nhng nh bn l v bn s y. khu bn l, h thng tm kim nhng khng gian by hng thun li hn v s h tr qung co nhiu hn t nhng ngi bn l. khu bn s, h lm nhng vic khc. Vi nm trc y, General Foods thc hin mt nghin cu s v vic bc d, x l vt liu ti cc kho hng phn phi. Sau cng ty a cc kt qu nghin cu v cc khuyn ngh vo vic thng mi thng qua mt i ng chuyn gia c o to cn thn gip thc hin nhng khuyn ngh ny. R rng mc tiu l lm thn vi cc nh phn phi thng mi nhm tm kim n hu cho sn phm ca General Foods. Cng ty cng lm iu tng t vi cc nh bn l: thc hin mt nguyn cu ln v kh nng sinh li ca khng gian bn l ri trao cho cc ch siu th nhng c hi hc hi cch mi tnh kh nng sinh li ca khng gian. Thng qua gip cc nh bn l qun l tt hn khng gian ca h, General Foods cho l s c cc nh bn l u i cho sn phm ca h trong hot ng mua bn. Mt cng ty khc, Pillsbury, son tho mt chng trnh gip cc ca hng hot ng v cnh tranh hu hiu hn. D nhin, mc tiu l t c s i x y u i i vi cc sn phm Pillsbury ti nhng ca hng ny. Nhng v d tng t quanh vic marketing thc phm c nhn hiu l: Hnh thc giao nhn hng ha tm nng hng, gi di ng, hng ri vi khi lng ln thng c lm theo yu cu khch hng. Khi Cng ty Heinz bn, giao hng, v ng gi nc st c chua nm cho cc cng ty cung cp hng ha, ngi cung ng cho cc bnh vin, nh hng, khch sn, tri giam, trng hc, v vin an dng, h khng nhng hot ng mt cch khc bit so vi cch x l vi cc nh bun s hp tc, m h cn tm cch thc hin sao cho to ra li th no , khc vi cch m Cng ty Hunt Foods x l vi cng nhng cng ty cung cp hng . Vi nm trc, Phn hiu Dch v Thc phm ca Cng ty General Foods cung cp thc n ba n chnh cho cc trng hc ba n sn bn chu Phi bao gm nhng th ngon lnh nh sp lc Uganda v c Mozambique. Genaral Foods cung cp nhng hnh thc trang tr gip bn tr v vi t nhin trong cc qun n t phc v, bao gm nhng p phch qung co l hnh, nhng mt n Congo, cc m bc, cc vng hoa sen, v nhng con kh bng giy.

Theodore Levitt

11

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

Trng hp isopropanol Bn cng ty m ti cp trn y (General Foods, P&G, IBM, Xerox) c t chc theo cc tuyn qun l sn phm hay qun l nhn hiu cho nhng sn phm chung ch yu ca h. IBM v Xerox cng c nhng nh qun l th trng v nhng nh qun l theo vng a l. iu lm h khc bit vi nhng ngi khc l cch qun l marketing gii ca h ch khng phi ch l nhng g h bn ra th trng. Chnh qu trnh c lm cho khc bit, ch khng phi ch sn phm c lm khc bit. hiu c tm quan trng ca qu trnh, ta hy xem nhng c hi b nh mt ca mt cng ty thiu mt qu trnh ng n. Hy xem trng hp ca mt nh sn xut cn isopropyl ln, thng c gi l isopropanol. N l mt sn phm chung hon ton khng khc bit, kh n gin, c tng hp bng ho cht theo mt qui trnh c nhiu ngi bit n t kh thu hi trong qu trnh lc du. N c tng hp thnh hai loi: loi th, c 9% nc, v loi tinh lc c 1% nc. Nm 1970, Hoa K sn xut 1,9 triu pounds. Trong s , 43% c dng lm dung mi sn xut acetone, v phn ln ch cn li c dng trong ho cht, sn mi, v cc lp ph bo v. Cng vi s du nhp qu trnh cumene mi, isopropanol khng cn cn thit trong vic sn xut acetone na. V vy nm 1970 xy ra tnh trng d cung isopropanol. Gi gim mnh v ngi ta d kin vn thp trong khong nm nm cho n khi cu bt kp cung. Mt trong nhng cng ty isopropanol ln hn s dng mt t phn ng k sn lng ca mnh sn xut aceton. Nm 1970, cng ty bn 310 triu pounds c hai sn phm ny cho th trng bn bun, y c ngha l bn trc tip cho cc nh sn xut. Cho d gi thnh hnh ca aceton v isopropanol cc k thp (0,04 -la/pound aceton v 0,067 -la/pound isopropanol), vic phn tch cc ho n ca nh sn xut ny sau cho thy c s bin thin ln quanh mc gi ny khi bn cho cc khch hng khc nhau thm ch trong cng mt ngy. C hai kt lun kh d: (1) khng phi mi ngi mua u bit c thng tin nh nhau v mc gi thnh hnh tht s ca mi loi trong nhng ngy ny, v (2) khng phi mi ngi mua u nhy cm v gi nh nhau. Phn tch cn cho thy thm rng nhng bin thin v gi ny c xu hng tp hp li theo loi ngnh v ln ca khch hng, ch khng theo vng a l. Phn tch thm v cc loi ngnh cho thy cn c s phn khc v gi khc na: cc nh sn xut cc loi cht ph ngoi khc nhau th hin nhng tp hp khc nhau v gi tin m h tr. Nhng khc bit ng k v gi tin tr cng bc l gia cc nh sn xut ho cht nng nghip v cc nh sn xut ho sinh. Mt ngnh c gi l ngnh khc th hin s thay i nhiu trong cc tp hp gi. Tuy nhin, tt c nhng iu ny l vn nhn thc sau khi s vic xy ra. Khng mt phn tch no nh th ny c thc hin vo lc by gi. Gi nh qu trnh marketing c qun l tt, chc l c mt nh qun l sn phm nhn ra c nhng s kin ny. Nhng mc chnh lch bc l trong cc mc gi ho n v cc nhm gi chc hn s a mt nh qun tr sn phm thng minh v t m ti ch t cu hi:

Theodore Levitt

12

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

1. Ai l ngi t thc v gi hay t nhy cm v gi nht trong s cc ngnh s dng ho cht m chng ta bn ra? Qui m phn phi ca h l bao nhiu? Chnh xc ra h l nhng cng ty no? 2. Ai l ngi mua hng t trung thnh nht v trung thnh nht ngha l ngi mua hng u n ca chng ta, bt k bin ng gi? Ti sao? V ai ch thnh thong mi mua hng ca chng ta, ch yu da trn s cn nhc v gi c? 3. Ai c th s dng nhng tr gip v ng dng ca chng ta nhiu nht? Ai s dng t nht? 4. Ai s p ng nhiu nht trc li ngh gip ca chng ta? 5. Khi no v vi ai chng ta c th tng gi mt cch chn lc? Liu chng ta c nn gi gi mt cch chn lc khng? 6. Chng ta s truyn t tt c nhng iu ny ti t chc bn hng nh th no v s dng n nh th no trong vic qun l lc lng bn hng? Gi s thng qua vic qun l khn ngoan, lc lng bn hng bn ch yu cho nhng ngnh hay khch hng t c thng tin nht, hay t nhy cm v gi nht. Gi s rng mi phn khc khch hng mang li nhng mc gi cao hn mt cht nh 0,001, 0,002, hay 0,005 -la/pound. Mc ng gp tin mt tc thi cho cng ty l ra l bao nhiu? Hnh II cho ta cu tr li. Hnh II. Nhng kt qu gi nh v phn phi doanh s ci thin Ngnh v ngi s dng Triu pounds 124 20 31 86 49 310 Mc ng gp tin mt tng thm nh tng gi trn mt pound 0,01 -la 0,02 -la 0,05 -la 124.000 248.000 620.000 20.000 40.000 100.000 31.000 62.000 155.000 86.000 172.000 430.000 49.000 98.000 245.000 310.000 620.000 1.550.000 155.000 310.000 775.000 31.000 62.000 155.000

Aceton Cc cht trung gian khc Ha cht nng nghip Lp ph Ngnh khc Tng cng Nu bn c 50% mc tng thm Nu bn c 10% mc tng thm

Nu ch c 10% tng doanh s c thc hin vi gi bn ch cao hn 1/10 ca mt penny, th mc ng gp trc thu l ra tng 31.000 -la. Nu 50% doanh s c tng ln nh lng tng gi nh xu ny, mc thu s tng thm 155.000 -la. Nu 50% doanh s c tng thm nh 2/10 ca mt penny, mc thu s tng 310.000 -la. Vi phn tch th trng v ngi s dng m ti va phc tho, nhng mc gia tng nh th xem ra cng nm trong tm tay. c c nhng mc gia tng , vic m rng chc nng phn tch th trng thnh mt hot ng lm khc bit sn phm trc tuyn, ngay ti ch hng dn vic t chc bn hng liu s ng gi nh th no? Hin nhin l ng gi nhiu.

Theodore Levitt

13

Bin dch: Kim Chi Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright Cn Th, thng 5/2005

Marketing a phng

Thnh cng ca Marketing vic to ra khc bit cho mi th

Chnh kiu ch ny v nhng kiu ch vo cc chi tit marketing c lin quan c trng cho cng vic ca cc nh qun l sn phm v qun l th trng. Trong s nhng nh sn xut cc sn phm chung khng c g khc bit c bit l nhng sn phm c bn ra lm cc thnh phn cho khch hng cng nghip vic qun l qu trnh marketing t n c th l mt cng c mnh m lm khc bit sn phm. Cng c ny c s dng mt cch thng xuyn v cn mn nhng cng ty sn xut hng tiu dng ng gi, c nhn hiu, c qun l tt hn. l vn lun lun phi nhn bit v nhng g ang din ra trn th trng mt cch chnh xc, v cch thc ngi ta s dng, s dng sai v sa i nhng sn phm ca h nh th no, v cch thc v ni h mua hng, v nhng ai ra quyt nh mua hng v nhng quyt nh ny c sa i nh th no v.v l vn lin tc tm kim nhng khong cn trng trong phm vi bao ph th trng m cng ty c th lp y, hay lin tc xem xt nhng phng thc mi nh hng n ngi mua nhm lm cho h chn la sn phm ca mnh thay v ca cc i th cnh tranh. Trong n lc khng ngng ca nh qun l ny, cch thc m anh ta iu hnh tr thnh mt s m rng tng v bn thn s khc bit ha sn phm. Mc d s khc bit ha sn phm biu hin r rng nht trong nhng mt hng tiu dng ng gi, c nhn hiu, trong thit k, tnh nng hot ng hay thnh phn ca cc hng dng cho sn xut, hay trong nhng c tnh hoc cng dch v ca cc sn phm v hnh, nhng s khc bit ha sn phm cng bao hm mnh lit trong cch thc ngi ta iu hnh kinh doanh. Trong cch thc qun l qu trnh marketing c th c c hi cho nhiu cng ty, c bit nhng cng ty cung ng nhng sn phm v dch v chung khng khc bit, thot c ci by hng ha chun ha (commodity).

Qun l cu . . . Cng vi vic t cu di s kim sot ng k, . . . v mt tng th, [vic qun l cu] mang n s tuyn truyn khng ngt nhn danh cho sn phm ni chung. T sng sm cho ti m khuya, ngi ta c thng tin v nhng dch v m sn phm mang li v tnh cn thit khng th thiu c ca chng. Mi c im v kha cnh ca mi sn phm u c nghin cu tm nhng nt c bit ca mt hng khin n hp dn ngi mua, nhng nt c bit ny sau c m t bng ti nng, s thu ht, v mt v quan tm su sc nh ngun gc ca sc kho, hnh phc, s thnh t trong x hi, hay danh ting tt hn trong cng ng. Ngay c nhng cht lng th yu ca nhng hng ha khng quan trng cng c phng to mt cch long trng. Nhng dch v quan trng hn, nh li th ca vic git trng hn, c x l vi tm quan trng cn ln lao hn mt cch cn xng.

Theodore Levitt

14

Bin dch: Kim Chi Hiu nh: Xinh Xinh