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單期簡介
廣告行銷
NO.605
顧客要的其實很簡單
比競爭者就是要更好6法則
成功企業最重要的挑戰就在於創造滿意的顧客,滿意的顧客則來自愉快的顧客體驗——沒錯,就是那種我們在當顧客時都懂的感受,卻在提供產品或服務時總是做不好的事。
2015-09-02 /  8682  2
輕鬆聽大師
媒體創意人 李文娟導讀
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 網路版長訂優惠


目 錄 導 讀 付費內容 延伸閱讀

Rule 1

關注品類利益,而非你自己個別品牌利益

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顧客真的不會因為某品牌提供了其他品牌沒有的功能就購買該品牌。事實上,顧客購買的是在品類上能滿足他們的需求與提供最佳利益組合的產品。有鑑於此,你應該少擔憂品牌差異化,而是要多花時間去發掘顧客對品類的需求。然後專注於比任何人都更能滿足這些品類需求。


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Rule 1

Obsess over the category benefits, not your own individual brand benefits

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Customers really don’t buy a brand because it offers features others don’t. Instead, customers make a category purchase of whichever product fills their needs and offers the best combination of benefits. With this in mind, you should spend less time worrying about brand differentiation and more time unearthing the customer’s category needs. Then focus on meeting those category needs better than anyone else.


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
顧客想買東西時,購買動機通常來自簡單的需求。他們需要汽油是為了他們的汽車,或者他們需要一袋水泥來用在他們房子四周。為滿足這些需求,顧客首先決定進行品類購買。接著再加上第2個決定,採買該品類中提供最佳整體品類利益組合的產品──而未必是最便宜、絕對最佳品質、他們最先看到或最先想到的。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
When customers want to buy anything, their purchase is usually motivated by a simple need. They need gasoline for their car, or they need a bag of cement to use around their house. They meet that need first and foremost by deciding to make a category purchase. This decision is then supplemented by a second decision to purchase whichever brand from within that category which offers the best overall combination of category benefits – and not necessarily the cheapest, the absolute best, the first they see or the first that comes to mind. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
實際上這跟慣用行銷話術正好相反,行銷人員關注的是差異化與獨特銷售主張。行銷的聖杯就是擁有強大的獨特利益並讓消費者意識到這一獨特性。品類利益從來不獨特,它是每一個想在市場競爭的企業都必須提供的。例如,汽車製造商必須提供安全、可靠的運輸方式。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
In effect, this is the opposite of the usual marketing rhetoric. Marketers obsess over differentiation and a unique selling proposition or USP. The Holy Grail of marketing is to have strong unique benefits and consumer awareness of that uniqueness. Category benefits are never unique, but must be offered by every business which aspires to compete in the marketplace. For example, all automakers must offer safe, reliable on-demand transportation. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3



與其專注於產生更多獨特品牌利益,不如讓你的組織致力於找出更多方法來更持久地、更可靠地提供品類利益,顧客對這種確定性的重視程度更高於獨特性。這也是消費者發展購買習慣的方式,而且將終其一生伴隨著他們。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3



Instead of obsessing over generating more unique brand benefits, it’s better to concentrate the energies of your organization on finding more ways to deliver the category benefits more consistently and more reliably. Customers value that certainty higher than they value uniqueness. This is how consumers develop purchase habits that stay with them for a lifetime. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
當日常生活種種活動不像原先計畫那樣順遂,消費者便產生不少挫折、煩惱,也會白費許多成本與浪費許多時間。熟悉的品牌會調製一種對效能的期待,並以可靠、負擔得起、省事的方式降低風險。消費者期待他們的供應者會在事情不對勁的時候迅速果斷行動。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
When the activities of daily life don’t go as smoothly as planned, there is a considerable amount of frustration, annoyance, cost and wasted time for consumers. Familiar brands blend an expectation of performance and reduce risks in a reliable, affordable and convenient way. Consumers expect their suppliers will act swiftly and decisively if anything goes wrong. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
因此,為了成功,別過度擔憂你產品的獨特性。而是要創新作法,設法比你競爭者更可靠地提供品類利益。要找到真正的顧客需求──已經為人所知但目前尚未被滿足的需求──並且開發你能用來滿足這些需求的程序。藉由比你的競爭者還善於辨識與提供品類利益,使你的創新以客為尊。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
To succeed, therefore, don’t worry excessively about your product’s uniqueness. Instead, innovate to find ways to deliver the category benefits more reliably than your competition. Find out the real customer needs – both realized and those which are not currently being met – and develop processes by which you can meet those needs. Make your innovation customer-focused by identifying and providing category benefits better than your competition. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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