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"Christopher Lovelock trợ giảng, Yale School của tác giả Quản lý, Dịch vụ Tiếp thị" Kotler đã khắc phục những thách thức đáng gờm của giải thích toàn bộ thế giới của tiếp thị trong một cuốn sách, và đáng kể, kéo nó đi. | 28 Marketing Insights from A to Z 3. Contract for creativity help. Go to Brighthouse in Atlanta Faith Popcorn in New York or Leo Burnett in Chicago for example and get help in finding a breakthrough idea. See the box for descriptions of some of the leading creativity techniques that can be used in-house. Creativity Techniques Modification analysis. With respect to some product or service consider ways to adapt modify magnify minify substitute rearrange reverse or combine. Attribute listing. Define and modify the attributes of the product. For example in seeking to build a better mousetrap consider ways to improve bait method of execution method of hearing execution method of removal shape material price. Forced relationships. Try out new combinations. For example in trying to build a new type of office furniture consider combining a desk and a bookcase or a bookcase and a filing system. Morphological analysis. Play with the basic dimensions of the problem. For example in trying to move something from one point to another consider the type of vehicle cart chair sling bed the medium in which by which the vehicle operates air water oil rollers rails and the power source compressed air engine steam magnetic field cable . Product problem analysis. Think of all the problems that a specific product has. For example chewing gum loses its Creativity 29 flavor too quickly may cause dental cavities and is hard to dispose of. Think of solutions to these problems. Decision trees. Define the set of decisions that are to be made. For example to develop a new grooming aid decide on the user men or women type of aid deodorant shaving product cologne type of package stick bottle spray market commercial gift and channel vending machines retailers hotel rooms . Brainstorming. Gather a small group and pose a problem such as Find new products and services that homes might need. Encourage freewheeling thinking stimulate a maximum number of ideas try new combinations and avoid criticism .
