su cam lang cua bay cuu
khog fai ngau nhien tui noi the, thuc su nhin vao danh sach hoc ki hai va review lai hoc ki mot vua qua thi`lop marketing duong nhu lam vao canh khốn khổ

cai khon kho chung ta dang le fai co fan u'ng , nhung rui tat ca im lang , su im lang chet nguoi de rui no keo sang ca ki thu hai nua,

ki mot vua rui co ai noi la tot dep khong, hay do la mot su toi te, nao chung ta cung diem lai nhe,

marketing voi hai mon brand va marketing research , hai mon dac biet quan trong cho matketoing the ma chung ta hoc duoc ji nao, mot cuon sach học ko duoc 1/2 con lai bo , tinh trang o ca hai mon, lieu rang co ai dam khang dinh khog can doc nhiu thế là quá đủ . nhug chung tthuc te co' ji nao> ngoai cai thuyet trinh va cai research cho mon brand chung ta khog duoc ji het

chung ta con hang loat nhung khai niem khong hieu, chung ta dau co biet khi nao can tung ra san fan moi, khi nao can thay doi brand, cac buoc xay dung thuong hiu chung ta fai bat dau tu dau, can lam ji va nhu the nao,

mon marketing research chung ta co ji khong? mot cuon sach hay nhu the chung ta hoc duoc 4 chapter, con lai chung ta có ji nhi?

ong thay lun den tre voi cai mieng nong nac mui ruou va thuoc la, ong ay cho cung ta duoc cai ji ? chung ta fai mat hon 250$ cho on ay de rui ong ay len noi toan thay nhung dieu nham nhi.

ay vay ma hichic chung ta im lang, im lang , khong ai noi ji va hau qua do thi ai cung biet hic hic

con ki toi nua khong biet rui se ra sao.amen

I. Cultural humility

 Perhaps the most useful negotiation skills you can bring to a first meeting with potential Chinese business partners are humility and patience.

 Humility is essential for the simple reason that the cultural landscape of the Chinese world is nothing like the direct, sign-on-the-dotted line culture of western business. Westerners often seek business in China out of a desire to get in on what could be the world's largest market or take advantage of cheap labor. While these are fine reasons for going to China, as starters they often interfere with the successful development of a business relationship.

 Humility acknowledges that one does not know all the answers about a potential partner. Patience ensures the answers ? the right answers ? will come. Western business operates according to standard practices, published rates. Chinese business ? especially in its still evolving form ? comes with none of these reassurances. By carefully laying the groundwork, the businessperson will come to understand each situation and know each potential partner well, establishing a sound basis for a business relationship.

 In practice, this means your first meeting or meetings may be more social occasion than negotiation session. But don't be fooled: This is as important as any formal meeting around a conference table.

Find a sponsor

 Why a sponsor? If you are negotiating a business deal in the U.S., you do not plunge in without knowing something about your prospective partners. References are commonplace. In the Chinese case, both parties to an agreement want to know and build relationships with one another ? and an intermediary is essential. Indeed, it would be extremely rare to arrange a meeting without at least a letter of introduction from someone your potential partners will trust. They want to know: Who are you? What is your business? And more importantly: Do you have an existing good relationship with someone they know, too? Will others speak well on your behalf?

 You will almost never be able to meet a potential Chinese partner and immediately begin discussing the details of a proposed contract. Instead, those discussions may follow a meal, or even re-adjourn another day ? probably over another meal!

Expect Ambiguity

You can help yourself before you begin seeking business with the Chinese by learning as much as you can about China and the Chinese way of thinking. You can read, study the language, and get to know Chinese and their culture through personal experience ? even among Chinese Americans. Plan to allow yourself some time for travel before you start negotiations. At the very least, it will provide you with common topics of conversation during initial meetings with your potential partners. Only after you do these things should you try your hand at business.

Of course the most effective approach by far is to spend time in China (or wherever you hope to do business, such as Hong Kong or Taiwan or Vancouver). A Chinese saying, paraphrased, warns that if you truly want to know the mountains, you must live in the mountains. At the very least, you should do a bit of climbing to acclimate yourself to the road ahead.

II. Lunch with the Mayor

A group of visiting economic development officials from an eastern U.S. state is visiting a small village on the Yangtze River in China's booming coastal province of Jiangsu.

Lunch is served at a round banquet table in a private room at the town's lone hotel/restaurant, which was developed several years ago by the municipality's largest enterprise -- the village itself -- to attract foreign business. The mayor and other local officials are there. A parade of exotic (and expensive) dishes begins appearing on the table ? fish, pork, seafood, vegetables and a few dishes the visitors have never seen or tasted ? eel, tripe, turtle, snake.

The local officials speak glowingly about the exotic dishes ? and wait, increasingly impatiently, for the guests to reach with their chopsticks. There is a moment of tension. Finally, the mayor offers the eel to the leader of the visiting delegation.

"No thank you," he replies. Tension inches up a notch. Then one of the guests announces they are "vegetarians." It sounds almost as if they have rehearsed their response to the possibility of meeting strange foods.

Trouble already

Why?

The American visitors knew (or should have known) that unusual foods might be part of their business lunch. Their response ? to reject their host's offer ? was ill- advised. They did not fully comprehend that such a meal is one of the subtle rituals of relationship building that are essential when doing buisiness in China.

The visitors may not have understood that the Chinese officials had prepared a special meal with exotic (and probably expensive) dishes, to show good will and respect to their guests. By refusing the special foods, for whatever reason, they were failing to return the good will and "losing face" for their host.

If you expect to face a situation like this, the most simple advice is to be ready for it. If you are squeamish about strange foods, do all you can to get a taste of China's exotic dishes ahead of time (and that doesn't mean American-style Chinese food from the China Palace down the street). If you have time to travel in China before you begin your business meetings, try to taste the local specialties where you go. If you must do your preparation back home, find out where the Chinese-Americans in your community like to eat and go there on a weekend day, when the kitchen works extra hard to satisfy their fellow immigrants -- the toughest customers. At the very least, read a good guide book or a Chinese cookbook.

And use common sense. You can show respect for your host by accepting his offer of an unusual food. What happens next depends on the situation: You may be able to politely leave the food on your plate or take just a small taste. (If it is a particularly fancy table, you may be happy to find your server will constantly be removing your plate to make room for the next dish.) Your host may even understand your reluctance to taste. But having accepted the food, you will have avoided difficulty. The most important thing is not to flat-out reject the offer.

Drinking with the Chinese

Your meal will be considerably more fun (in more ways than one) if you participate in toasting. But while refusing exotic foods may not be advisable, in this situation, you may have an easier way out. If you do not wish to drink, you can decline by saying you don't drink at all. Or you can say you have an "allergy." Ask for a glass of fruit juice. A word of warning: You will find it much harder to decline a drink if you have already sipped a bit with your hosts. If you don't want to drink too much, don't accept any drink at all and you'll be off the hook.

Even if you do not drink, by all means participate in the toasting, which will go around the table, usually two people at a time toasting and showing respect for one another. The most crucial moment of the meal may well be when the ranking representative of your potential partners raises his glass to you. Be prepared to offer a toast in kind, with words that will show deference and demonstrate your worthiness as a member of a new partnership.

A couple of more points about drinking. First, when a table full of people at a Chinese banquet drinks, they usually all drink the same thing. Do not expect a server to take orders for several different kinds of beer and liquor. Your host will usually order the beverages (and the food, for that matter). And second, at a formal meal such as this, do not expect to sit down and begin sipping your drink by yourself. Instead, you must toast or be toasted in order to sip.

Don't be afraid to toast your host. In fact, that is among the most important items on your agenda at this meal. If you have an opportunity to refill glasses, do so. Be prepared for continuous toasting with individuals at the table. If you're thirsty, then toast someone. Raise your glass no higher than your host's ? preferrably lower. If the liquor is expensive, note this.

If you remember all these tips, you will "give face" to your hosts and start your relationship off on the right foot. Try to pick up the visual and verbal cues during the eating and drinking ? you will earn respect if you do so. And have fun!

III. The Man who knew too much

The young Canadian businessman wanted to make a good impression on his potential clients. Shortly after arriving in Taipei, while setting up his financial services office, he decided to demonstrate for his neighbors his broad knowledge of local customs ? or so he thought.

Renting an office on the main drag in one of the most fashionable shopping districts, he hired a feng shui expert (a geomancer, who specializes in determining the proper geographical locations and orientations of structures and furniture, etc.) to come and test his office. To the surprise of none of those watching, the expert pronounced the office satisfactory and walked off with his fee.

The young businessman, who planned to sell mutual funds that would allow buyers to qualify for Canadian immigration) talked up his achievement in the neighborhood, chatting with shopkeepers, curious neighbors and other passersby. (They probably met later over tea and laughed uncontrollably.)

The Canadian had studied Mandarin and had traveled previously in both China and Taiwan. He had clearly immersed himself in the culture and traditions of Chinese- speaking people ? an effort that is a feather in the cap of anyone interested in doing business in Taiwan or China. But somewhere along the line, he had forgotten the primary prerequisite for successful intercultural communication ? humility. He had gone beyond studying the culture and, unfortunately, had begun to fancy himself an "expert."

Don?t be overconfident

He seemed to have done it all. And if he encountered something he hadn't tried, he was hell-bent on doing it. At a restaurants, he ordered the oddest dish on the menu. He rode an illegal motorbike. He was brash, a regular "Mandarin Macho Man."

But not all of his tactics were fully Taiwanese. Although he may have fancied himself knowledgeable about the cultural landscape when he arrived, he lacked the No.1 most important thing: contacts. He had not contacts and no apparent friends ? western or Taiwanese.

To establish contacts, he held a series of free seminars on his nation's immigration requirements. He advertised in the newspaper. He put up fliers. Few people came. We watched for several months, after which he told us he still had not made a sale. We weren't surprised.

Mr. Expert really didn't know as much as he thought he did. He always had another angle for making money. He once tried to sell Canadian-made water filters. The water in many places in Taiwan is not drinkable out of the tap because of biological contaminants. It must be boiled first. He mistakenly believed he had found the answer to all of Taiwan's drinking water problems and that he was the first person to think of it. He put the filter on the faucet of the apartment we shared and proceeded to drink straight from the tap, no boiling, all the while insisting we didn't know what we were talking about in telling him he was risking illness. (The filter's label, which any of his customers could see, said it was not designed to filter biological contaminants.)

One weekend, we took a trip to southern Taiwan. Upon our return, we found him suffering in bed, getting up every once in a while to run to the bathroom. He sheepishly admitted his mistake.

The lesson of this story is, as mentioned in the first of these three articles, humility. Although this young man had done his best to learn about the culture in which he hoped to do business, he failed to maintain his perspective. He was, after all, not Taiwanese and never would be. He did not know where to draw the li

by by meokon

All contents copyright ? Los Angeles Chinese Learning Center, unless otherwise noted. Other Links

brands - building a brand

What factors are important in building brand value?

Professor David Jobber identifies seven main factors in building successful brands, as illustrated in the diagram below:

Quality

Quality is a vital ingredient of a good brand. Remember the “core benefits” – the things consumers expect. These must be delivered well, consistently. The branded washing machine that leaks, or the training shoe that often falls apart when wet will never develop brand equity.

Research confirms that, statistically, higher quality brands achieve a higher market share and higher profitability that their inferior competitors.

Positioning

Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market.

Positioning can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. In fact, successful positioning usually requires a combination of these things.

Repositioning

Repositioning occurs when a brand tries to change its market position to reflect a change in consumer’s tastes. This is often required when a brand has become tired, perhaps because its original market has matured or has gone into decline.

The repositioning of the Lucozade brand from a sweet drink for children to a leading sports drink is one example. Another would be the changing styles of entertainers with above-average longevity such as Kylie Minogue and Cliff Richard.

Communications

Communications also play a key role in building a successful brand. We suggested that brand positioning is essentially about customer perceptions – with the objective to build a clearly defined position in the minds of the target audience.

All elements of the promotional mix need to be used to develop and sustain customer perceptions. Initially, the challenge is to build awareness, then to develop the brand personality and reinforce the perception.

First-mover advantage

Business strategists often talk about first-mover advantage. In terms of brand development, by “first-mover” they mean that it is possible for the first successful brand in a market to create a clear positioning in the minds of target customers before the competition enters the market. There is plenty of evidence to support this.

Think of some leading consumer product brands like Gillette, Coca Cola and Sellotape that, in many ways, defined the markets they operate in and continue to lead. However, being first into a market does not necessarily guarantee long-term success. Competitors – drawn to the high growth and profit potential demonstrated by the “market-mover” – will enter the market and copy the best elements of the leader’s brand (a good example is the way that Body Shop developed the “ethical” personal care market but were soon facing stiff competition from the major high street cosmetics retailers.

Long-term perspective

This leads onto another important factor in brand-building: the need to invest in the brand over the long-term. Building customer awareness, communicating the brand’s message and creating customer loyalty takes time. This means that management must “invest” in a brand, perhaps at the expense of short-term profitability.

Internal marketing

Finally, management should ensure that the brand is marketed “internally” as well as externally. By this we mean that the whole business should understand the brand values and positioning. This is particularly important in service businesses where a critical part of the brand value is the type and quality of service that a customer receives.

Think of the brands that you value in the restaurant, hotel and retail sectors. It is likely that your favourite brands invest heavily in staff training so that the face-to-face contact that you have with the brand helps secure your loyalty.

uilding your Brand

Nancy Giddens, Agricultural Extension Marketing Specialist, Missouri Value-added Development Center, University of Missouri

Value added products need a distinct identity - they need a brand. This file is the first of a five-part series and will examine what branding is, why it is important, and the necessary steps to brand your new product.

What is branding?

Branding is one of the most important factors influencing an item's success or failure in today's marketplace. A brand is the combination of name, words, symbols or design that identifies the product and its company and differentiates it from competition.

Businesses use branding to market a new product, protect market position, broaden product offerings, and enter a new product category. Four types of branding are:

• New product branding -- creating a new name for a new product in a category completely new to the company. Example: A Taste of the Kingdom jellies.
• Flanker branding -- protect market position by marketing another brand in a category in which the firm already has a presence. Example: HORMEL® chili and its flanker brand, STAGG® chili.
• Brand line extension -- use of the company's brand name in the firm's present product category. Example: PepsiCo's Pepsi and Diet Pepsi.
• Brand leveraging (franchise extension) -- use of the existing brand name to enter a new product category is called leveraging. Example: Mr. Coffee (a coffee maker) and Mr. Coffee coffee.

Why is it important to develop a brand for your product?

A brand offers instant product recognition and identification. Consumers identify branded products and, as a result of effective advertising, have confidence in product quality. Retailers like branded products because they make the store profitable - shoppers attracted to branded products spend three to four times more on groceries than do private-label shoppers.

Branding is beneficial for four reasons:

• Differentiation -- A brand provides a clear and definitive reason for customers to buy your product. If this reason does not exist, your product is a commodity and the only measure of value is price. Small, value added businesses cannot compete on price successfully and need to incorporate some form of differentiation.
• Conveys value -- Consumers perceive brand-name products as higher quality, more reliable and a better value than non-branded products. Generally speaking, the number-one brand in a category can command a 10% price premium over the number-two brand, and a 40% premium over the store brand. This price premium is known as a brand tax. Consumers understand that a strong brand can reduce getting stuck with disappointing or faulty products.
• Builds brand loyalty -- Brand loyalty is the recurring stream of profit generated by repeat and referral sales of a specific brand. Repeat sales can be as much as 90% less expensive to a company than new customer development.
• Builds pride -- Branded, recognizable products invoke a sense of pride in those associated with production, promotion, sale and distribution of those products.

What is the process of branding a product?

A brand must be clear, specific, and unique to your product. For example, the Wheaties brand differentiates the cereal from its competition due to its association with health and "sports excellence." To achieve the same successes with your products, you need to execute the following steps to establish an effective brand:

• Find a name. Choose an appropriate name that is easily remembered and specific to the product. The name should be restricted to three words or less - anything longer is difficult for customers to recall. This process may require legal screening to guarantee availability of the name and customer input to assess attractiveness and appropriateness of the name.
• Develop a slogan. The selected slogan needs to be two to three words, catchy, and easily remembered. To generate slogan ideas, you must stay focused on the buyer. Why should they buy the product? What will they like about the brand? How does competition compare? The slogan should take into account answers to these questions.
• Create an appropriate symbol or logo. It can be as simple as a geometric shape or as elaborate as a silhouette of a person or object. Use the name, slogan and symbol on every piece of correspondence related to the product- e-mails, invoices, letterhead, business cards, advertisements and promotions, etc. This system will eliminate inefficiencies in creative and production fees and extend the branding process throughout everything you do. In a sense, it will prevent "recreating the wheel" with each new media effort.

What are the challenges of building a brand?

The greatest challenge faced when developing and building a brand is creating just the right name, slogan and symbol for the product. It will take a great deal of time and consideration! A thorough thought process and feedback from others will help to get past this obstacle.

It is often difficult to achieve initial customer recognition of a new product, regardless of branding. However, branded items are more recognizable and memorable. Effective advertising before and after the sale is key to overcoming this obstacle. Advertising and promotion before the sale are essential to obtain first purchases and follow-up advertisements after the sale will promote customer satisfaction and repeat purchases.

Repeat purchases are one of the primary objectives in brand development. Repeat purchases are critical to your businesses long-term success and contribute to brand loyalty, which will be discussed in the final file of this series.

What Is Brand Identity? by Scott White

Brand Identity is a promise. One given from business to customer to expect certain things. Whether that promise involves product quality, service, price or a million other things varies from brand to brand. But the one thing common among all brands is the need to be a strong brand.

Why is brand identity so critical?

A strong brand identity can position a company above its competition all by itself. But having a brand that’s strong takes time, money and effort to develop. It’s not as simple as just redesigning a logo or rewriting a tagline. Brand identity is the reason you offer for your customer to choose you instead of your competition.

How to rework your brand identity

Successful re-branding involves “evolution,” not “revolution.” You must impress upon your existing customers that your new brand is just a new and improved version of the same you. It’s important to not get too crazy with a re-branding effort because you could end up destroying fragile emotional ties and customer loyalty.

Brand identity is much more than marketing

Having a brand identity that resonates with your market is important, but not at the expense of the people within your company. They need to not only get it, but also be your brand’s most fervent ambassadors. Do your employees believe in your company? Do they feel like they have a vested stake in its success? Companies with solid brand identities can say yes to these questions. Can yours? If not, here’s some things you can do:

1. Get every aspect of your company on the same page: Easier said than done, right? Well, that doesn’t mean it’s not necessary. Get all your departments talking to each other and understanding each other.
2. Promote everyone to the position of brand ambassador: Give everyone a common understanding of the company, its mission and their part in it. They should feel like they have ownership—even if they don’t.
3. Reinforce brand values and behaviors: To do this, use the tools you have, such as internal communications…and like a good basketball coach, consistently promote these fundamentals until they’re second nature.

Your employees will ultimately determine your success or failure. That’s why it’s so important to have them buy into your company’s brand identity. However, that’s not something that can be forced. You, as leadership, must earn it. But once you do, you’ll have a company that is full of happy, motivated successful brand ambassadors.

Positioning

by meokon

hien nay co rat nhiu phuong phap de defend lai competitor, hom nay no xin gioi  thiu mot  fuong fap kha hiu qua la su dung fuong fap CRSS.Vay CRSS la gi?

co hai yeu to quan trong hang dau cho mot cong ty defend truoc doi thu canh tranh : 1) mot doi ngu nhan vien tran day sinh luc, 2)  thoa man customer's need and want, va khach hang thuong xuyen quay lai voi cong ty , nhung lam sao de dat duoc dieu do, lam sao de fan thich va nhan bit duoc nhung loi the canh tranh cua cong ty minh`.Chinh vi the mu mot vai nha marketing hang dau da su dung duong fap fan tich CRSS de fan tich loi the cua cong ty .CRSS la viet tat cua 4 chu : CHALENGE, RULES, SASTIFICATION, SCORING

Challenge

o bat cu cogn ty nao, doanh nghiep nao cung the, viec bi lam mot cong viec trong suot mot thoi dai se tao ra su nham chan, nhat viet thit di sinh luc de lam viec, mat di nhiet huyet dong gop cho cong ty, dac biet la trong doi ngu sales, dieu nay gay anh  huong truc tiep de doanh thu cua cong ty, va te hon nua co the danh mat khach hang hoac tim duong roi bo cong ty.Vi vay mot viec het suc quan trong va can thiet la tao ra challeng, lam the nao de moi nguoi nhan thuc rang nhiem vu quan trong hang dau trong cong ty " lam the nao dua cong ty phat trien manh me va vuot qua duoc doi thu canh tranh bang nhung hanh dong lam vua long khach hanh o moi  luc moi noi"

Rules

tao ra mot quy tac trong cong ty, dien giai nhung gia tri kinh doanh , uu tien nhung cong viec nao? nhung quy tac hanh dong cu the cho tung hanh dong cu the mot cach thong suot.De lam duoc dieu nay ,  hay dam bao rang ta ca cac nhan vien trong cong ty hieu duoc tro` choi se duoc choi nhu the nao? vi du : lam the nao de nhan vien co the thuc thi y tuong cua rieng minh lam thoa man khach hang!

Scoring

tat ca cac nhan vien deu mong muon bit duoc  minh lam viec hieu quan nhu the nao, day la yeu to tam ly chung cua mo nguoi, ho se khong hai long hoac dan den tinh trang chan nan neu bit duoc minh lam viec khong hieu qua, vi du :doanh so ban hang thap chang han, vi the de tranh tinh trang khien nhan vien cua minh to thai do khong hai long voi ket qua minh dat duoc, hay cho ho bit duoc rang doanh so ban la rat quan trong nhung khong fai tat ca, mu dieu quan trong so mot la su thoa man va hai long cua khach hang, va hay xem day la cong cu dong vien nhan vien mot cach  hieu qua nhat

Sastification

tao ra moi truong dong vien va khich le trong cong ty, tam ly cua moi nguoi" tu hao khi duoc tan duong" vi the can tao thoi wen tan duong nhan vien mot cach thich hop khi ho dat duoc muc tieu trong cong viec, vi du nhu mot loi nhan xet  tot cua khach hang doi voi ho,ieu to nay tao len su khich le ve mat tinh than trong nhan vien , tao cho ho mot dong luc lam viec tot hon, mong mun duoc cong hien hon, thuc day ho tim kiem duoc su thoa man cua khach hang,

tren day la fan tich ve  su dung fuong fap SRCC , moi tat ca thanh vien lop Merketing binh luan de chia se nhung y kien dong gop cho phuong phap nay (  se rat tot neu co su dong gop  cua  moi nguoi o lop khac nua )

by meokon