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《选准称雄市场的价值取向（choose the value orientation of dominating the market）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、选准称雄市场的价值取向（Choosethevalueorientationofdominatingthemarket）ChoosethevalueorientationofdominatingthemarketchoosethevalueorientationofdominatingthemarketDoyouthinkthisisawayofdoingbusiness?OilpricesinmostretailstoressoaredtentofifteencentspergallonduringtheGulfWarin1991.Butone
2、bigoilcompanykeptitsoriginalprice.Becausethereisnoopportunitytoraisepriceswithinayear,thecompanyearntensofmillionsofdollars.Howaboutthisway?Alargeconsumerelectronicscompanysidetomarketingpersonnelaction,salesisexpectedtobecomethemicroCamcordercompanysellingproducts;whileitma
3、kesfourresearchteamscompeting,paycloseattentiontothedevelopmentofmoreexcellentperformancemodels,inordertoeliminatecurrentlysellingmodels.Also,asalesmanatahomecarestorecallscustomerstoaskaboutlastweek'sceilingfansforanewloftThecustomersaid,"good.".Thesalesmansaidatoncethathew
4、ouldbringyouanewonetonight.Effectamount:$6.71,storeprofit:zero.Doyouthinkthesethreewaysareverybeautifulawayofearningmoney?Ofcourse！ThethreefirmsareArco(AtlanticRichfieldCompany(Arco),SONYtranslation)andHomeFurnishing(LeHomeDepottranslatedonly).Theyarebothleadersintheirrespec
5、tivemarkets.Arcointhepastfiveyearstheaverageprofitrateofnetcapitalincreaseby20%,threetimestheindustryaverage.SONY'saverageannualrevenuehasrisenby29%overthepastfiveyears,comparedwith14%foritscompetitors.Homesaleshaverisenby37%ayearoverthepastfiveyears,aboutthesameastheindustr
6、yaverageTriple。Whatthesethreecompaniesselltocustomersisasupervalue.Andnotlimitedtothis,itisacontinuousimprovementofvalue.ThissupervalueistoensurethatcustomersinArco,elsewherecannotbuycheapergasoline.SONYwillallowcustomerstobuytheproductstheyhappyandpleasedwithoneself,isalway
7、sthemostadvanced;andthesupervalueHomeFurnishingmusicisreflectedin,forthehighlevelofcustomerserviceandhelpconsistentfrombeginningtoend.ThethreecompaniesbelieveinthethreetruthsofFengxin'scompetitiveworld:*differentcustomersbuydifferentvalue.Donottrytoperformfirst-classinallasp
8、ects,youmustfindyourownvaluegoals.*asthevaluelevelcontinuestorise,customere
