برای تنظیم آمیخته مارکتینگ دو رویکرد وجود دارد. رویکرد اول تنظیم آن بر اساس نیاز و خواستهی بازار است (١) چیزی که اثر کسبوکارها بر اساس آن کار میکنند و رویکرد دوم تنظیم آن براساس آنچه که یک شرکت پیشرو به عنوان نیازی که بازار حتی به آن نمیاندیشد پیشبینی میکند(٢). رویکرد دوم به کارآفرینی که در آن نیاز و در آن بخش از بازار مطلقا از بقیه مصرفکنندگان مسلطتر و آگاهتر است نیاز دارد. هر وقت درباره این رویکرد میگویم یا مینویسم یاد استیو جابز و تأکید او بر موبایل بدون دکمه یا فروش موسیقی و نرمافزار در اپل استور، ایده آیپاد یا تبلت میافتم و رویکرد اول مرا یاد نوکیا میاندازد. این دو مصداق اگرچه متضمن ارزشداوری هستند اما به هیچوجه مراد من از طرح آنها به معنای برتری یکی بر دیگری برتری نیست! بلکه همیشه جملهی معروف علم مدیریت:((بستگی دارد به …)) در پس پشت ذهنم وجود دارد. همیشه با خودم میگویم که آیا میشود توسعه دهندهی مثلا یک سایت یا اپ پخش آنلاین فیلم و سریال یا یک عرضهکننده اینترنتی کتاب میتواند کرم فیلم یا کتاب نباشد و موفق شود؟ و بلافاصله پاسخ میدهم که اگر بخشی از موفقیت را لذت از ماموریت یک کسب و کار بدانیم نه لزوما سهم از بازار قطعا خیر!!
پینوشت: با این مقدمه شاید جمله استیو جابز قابل درک باشد! که: ((بهت قول میدم هر کی که گفته همیشه حق با مشتریه، خودش یه مشتری بوده!))
در لینکدین دوستی دیگر جمله فورد را نوشته بود با این مضمون که اگر قرار بود فقط به نیاز و خواسته مشتری نگاه کنیم هنوز مردم اسب سوار میشدند!!
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