. Một số công ty hy vọng sẽ tăng lợi nhuận bằng cách cắt giảm chi phí. Tuy nhiên, như Gary Hamel nhận xét: "thu hẹp quá mức và cắt giảm chi phí là một loại của công ty chứng biếng ăn. . . nhận được mỏng tất cả các quyền, nhưng không phải là rất khỏe mạnh "Bạn không thể thu nhỏ tới sự vĩ đại. Đây là câu chuyện của một công ty nghĩ rằng lợi nhuận của nó nằm trong việc cắt giảm chi phí. . | 166 Marketing Insights from A to Z A Hong Kong shoe manufacturer wondered whether a market existed for his shoes on a remote South Pacific island. He sent an order taker to the island who upon a cursory examination wired back The people here do not wear shoes. There is no market. Not convinced the Hong Kong manufacturer sent a salesperson to the island. This salesperson wired back The people here don t wear shoes. There is a tremendous market. Afraid that this salesrep was being carried away by the sight of so many shoeless feet the manufacturer sent a third person a marketer. This marketing professional interviewed the tribal chief and several natives and wired back The people here don t wear shoes. As a result their feet are sore and bruised. I have shown the chief how shoes would help his people avoid foot problems. He is enthusiastic. He estimates the 70 percent of his people will buy the shoes at 10 a pair. We probably can sell 5 000 pairs of shoes in the first year. Our cost of bringing the shoes to the island and setting up distribution would amount to 6 a pair. We will clear 20 000 in the first year which given our investment will give us a rate of return on our investment ROI of 20 percent which exceeds our normal ROI of 15 percent. This is not to mention the high value of our future earnings by entering this market. I recommend that we go ahead. This illustrates that effective marketing involves careful research into the market opportunity and the preparation of financial estimates based on the proposed strategy indicating whether the returns would meet or exceed the company s financial objectives. In the past a gifted salesperson was one who could commu- Service 167 nicate value. But as products have become more similar each competitive salesperson delivers essentially the same message. So the new need is for the salesperson who can create value by helping the customer make or save more money. Salespeople must move from persuading to consulting. This can
