Thanh toán khi giao • các điều khoản tín dụng • các khoản phải thu • Thanh toán bằng giảm giá (ví dụ, 1% / 10 ngày) • Được coi là trong việc định giá? •Tất cả những gì họ đang thể hiện là một thiếu trí tưởng tượng. Larry Bossidy, CEO của Honeywell, nhận xét: "Không có những điều như một thị trường trưởng thành. | differentiation The stock market is a perfect example of an undifferentiated market. If you want to buy 100 shares of IBM you will buy it at the lowest price. There may be 1 000 people ready to sell shares of IBM. All you care about is who will charge the least. No characteristic of the seller how long he she has held the shares whether he she cheats on income tax or spouse what his her religion is matters to you. We say that a product market resembles a commodity market when we don t care whose product or brand we take They are all the same or we don t need to know anything about the seller. Thus we would say that oranges in a supermarket amount to a commodity if they all look alike and we don t care to know the grower or the orchard. But there are three things that could violate the assumption of an undifferentiated market. First the products may look different. In the case of oranges they may come in different sizes shapes colors and tastes and with different prices. We can call this physical differentiation. Second the products may bear different brand names. We call this brand differentiation. Oranges carry brand names such as Sunkist or Florida s Best. 49 50 Marketing Insights from A to Z Third the customer may have developed a satisfying relationship with one of the suppliers. We call this relationship differentiation. For example although the brands are well known one company may have provided better and faster answers to the customer s questions. Harvard s Theodore Levitt threw down the gauntlet when he said There is no such thing as a commodity. All goods and services are differentiable. 28 He saw commodities as simply products waiting for a redefinition. Frank Perdue who produces one of the most popular brands of chicken would boast If you can differentiate a dead chicken you can differentiate anything. No wonder one professor tells his MBA class that any student who uses the word commodity during a case discussion would be fined 1. Yet some companies .
