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. Cuốn sách này là một cơ hội cho bạn lục lọi trong hộp công cụ tiếp thị, Kotler nhìn qua vai của bạn nói cho bạn làm thế nào để sử dụng mỗi công cụ. Hữu ích cho cả ưu và những người chỉ là bắt đầu. "Sam Hill Tác giả | Differentiation 51 How to Differentiate Product features performance conformance durability reliability repairability style design . Service delivery installation customer training consulting repair . Personnel competence courtesy credibility reliability responsiveness communication skill . Image symbols written and audio video media atmosphere events . ready been discovered and exploited. They argue that meaningless differentiation can work. For example Alberto Culver makes a shampoo called Natural Silk to which it does add silk despite admitting in an interview that silk does nothing for hair. But this kind of attribute attracts attention creates a distinction and implies a better working formula. irect Mail When direct mail is at its worst it consists of a cold mailing to a list of names and addresses with the hope of hitting a 1 to 2 percent response. The response is low because the message doesn t go to people with a need for the product or arrive at the time they need it. Hence the term junk mail. When direct mail is refined the company segments the list finds the best prospects and limits the mailing to them. In this way the company saves money with a smaller mailing and achieves a higher response rate. Most mailings focus on achieving a single sale. They lack anything related to building a customer relationship and an emotional bond. The best case is where the company s offers satisfy the customers and where the company mails neither too frequently nor too infrequently and becomes a respected supplier of a certain set of satisfying products and services. What I can t understand is why I receive the same catalogs over and over even though I never buy anything. Don t they notice this Why don t they send an e-mail asking whether I want to continue receiving their catalog This is the essence of permission marketing and it would save these catalog companies a lot of money. 52 distribution Iryand Channels For many companies making the product doesn t cost as much
