ZINIO logo

MASTER60 Weekly 大師輕鬆讀 No.822_May-26-21

《大師輕鬆讀》自2002年發行迄今,已收錄超過650本暢銷商管好書精華書摘。旨在將原本厚達300頁以上的原著,濃縮整理成30頁,英文約7000字、中文約1萬字的重點摘要。讓忙碌的職場工作者能以最輕鬆、最有效的方式每周讀一本好書,獲取專家嚴選,最新、最實用的商管知識。

Country:
Taiwan
Language:
Chinese
Publisher:
Acer Inc.
Frequency:
Weekly
$5.76
$127.95
50 Issues

in this issue

1 min
不容違背的22 條行銷法則

媒體創意人 俞國定 導讀 在進行行銷活動時,千萬不要以為你只要花費足夠的精力、有足夠的創意,以及足夠的時間和金錢,就可以實現任何指定的行銷目標。 因為行銷有其原理。就像你不能一廂情願地想要建造一棟新穎建築,卻不去理會自然法則,包括氣候、空氣、熱、光、聲音等與居住有關的物理現象。 同樣的,在進行行銷活動時。如果你(有意或無意)違背了行銷法則,那麼無論投入多少資源,都將注定失敗。 本書最早出版於1993 年,暢銷全球26國,至今仍是行銷不敗經典。你當然可以完全靠自己的直覺,從實戰中學習教訓;然而,你自然也可以將這些法則融會貫通,做為你大展身手的基礎。 舉例來說,行銷人必須深刻體認,最佳產品並不一定會在市場上勝出。行銷永遠不是産品之戰,而是認知的戰爭。 不了解這項法則的行銷人常常會將產品視為行銷計畫的主角,並靠實際比較來強調自家產品如何優秀。成功的產品反而將重點放在潛在顧客心目中建立正確的認知——只因為決定什麼是「最佳」產品是一種主觀的判斷,而非出於客觀、科學的過程。 如果你能掌握行銷法則,就能減少無謂的浪費,將更多資源投入有效的做法。 原著作者簡介 艾爾.賴茲Al Ries Ries &…

f0007-01
2 min
領先法則leadership

搶先進入市場總是比等到有更好的產品再進入市場要來得好。 It's always better to be first to market rather than waiting to get to market with a better product. 在商場上,所謂的先發優勢始終十分明顯;在行銷活動上更是如此。搶先進入客戶心目中,比起說服潛在顧客你比領先者擁有更好的產品,總是更加容易。 There is always a significant first mover advantage in business, but this is particularly true in marketing. Getting into the mind first is always easier to achieve than convincing a prospect you have a better product than the one that did get there first. 2原因在於: The reasons for this are:…

1 min
品類法則the category

如果沒辦法搶先進入某個品類,那就去創造出一個你能領先上市的新品類。 If it's impossible to be first in a category, invent a new category in which you can be first to the market in. 乍看之下,要找到一個新品類、成為市場第一家並不困難。你有許多不同的方法可以領先群雄,因為涉及新品類時,潛在顧客的想法是很開放的。 It's not as difficult to find a new category -- in which you can be first to market -- as it might appear at first glance. There are a number of different ways to be first, because prospects have an open mind when it comes to new categories.…

1 min
消費者心智法則the consumer's mind

搶先進入消費者心目中,勝過搶先進入市場。 It's better to be first in the mind of the consumer than to be first in the marketplace. 10率先攻占消費者內心是行銷活動的核心。第一個進入市場很重要,只因為這樣比較容易搶在別人之前進入消費者心裡。 Being first in the mind of the consumer is everything in marketing. Being first into the marketplace is important simply because it makes it easier to get to the consumer's mind before anyone else. 行銷是一場認知戰爭,而不是產品之戰。因此,潛在顧客在想什麼,比市場上實際發生的事情更重要。人一旦心中認定了什麼,就很難改變了。 Marketing is a battle of perceptions, not products. Therefore, what…

1 min
認知法則perception

行銷永遠不是産品之戰,而是認知的戰爭。 Marketing is never a battle of products. It is always a battle of perceptions. 長期下來,最佳產品並不一定會在市場上勝出,這與一般的認知大相逕庭。 Contrary to popular opinion, the best product does not always win in the marketplace over the long haul. 16認為最佳產品終將會獲勝的信念是一種錯覺——只因為決定什麼是「最佳」產品是一種主觀的判斷,而非出於客觀、科學的過程。 The belief that the best product will ultimately win is an illusion -- if for no other reason than because deciding what is the "best" product is a subjective judgment call rather than an objective,…

1 min
焦點法則focus

行銷的成功關鍵是找到一種有效的方法,在潛在顧客心目中占有一個字眼。 The key to success in marketing is to find an effective way to come to own a word in the mind of the prospect. 焦點法則是指:行銷就像放大鏡,你可以用它來聚焦你的訊息,直到你將它「烙印」在潛在顧客的腦海中,並將你的產品與一個字眼或一個概念連結起來。只要做到這一點,每當這個字眼或概念出現,潛在顧客就會想到你的產品或服務。 The Law of Focus suggests marketing is like a magnifying glass -- you use it to focus your messages until you "burn" your way into the mind of the prospect, and link your product with one single word or concept. Achieve that, and whenever that word…