زیان دیدن از فروختن یا نفروختن؟!
خیلی بد
خیلی خوب
۵,۰۰ امتیاز از ۵ رای
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وضعیت اقتصادی خوب نیست! گفتن مکرر آن نیز دردی را دوا نمی‌کند! بلکه فقط جریان روانی آن که از عوامل بسیار مهم در پیدایش و توسعه‌ی آن است را تشدید می‌کند.
به فراخور شغلم هر روز چند فعال اقتصادی در حوزه تولید یا تامین کالاهای مصرفی را ملاقات می‌کنم و قریب به اتفاق این عزیزان بعد از احوال‌پرسی می‌پرسند چه می‌کنید با این وضع اقتصادی!؟ و من نیز همیشه جواب می‌دهم: ((مثل بقیه و البته می‌کوشیم که به آن دامن نزنیم!))
یکی از جمع‌بندی من از فحوای این جلسات، تلقی مهلکی است که عمومیت هم دارد این است که برای کاهش زیان‌های محتمل این نوسانات کمتر بفروشند تا کمتر زیان کنند! و آن‌چیزی که این طرز فکر به آن توجه ندارد این است که:((زیان ناشی از فروختن، بهتر از زیان نفروختن است!)) اما در نظر ندارند که در این وضع کسانی که می‌توانند حضور خود را ادامه دهند چه جایگاه بی‌بدیلی در ذهن مخاطبین خود خواهند یافت و چه سرمایه‌ای از نامشهودها را خواهند اندوخت! هدفی که هر سال میلیاردها تومان برای آن هزینه می‌کنند!
برعکس تفکر عمومی که حتی در میان صاحبان کسب‌وکارهای بزرگ نیز جریان دارد که جایی که تقاضا بر عرضه برتری می‌یابد و کالاها به این سادگی و بی‌نیاز از برند می‌فروشد هرگونه هزینه برای تبلیغ اشتباه است! به عنوان یک موردکاوی، چند سال قبل در دوره‌ای که وضعیتی مشابه و به گمان من حتی بدتر از این داشتیم و به نیکی شاهد بودیم که حتی صاحبان برترین برندهای کالای مصرفی در بازار، فعالیتهای مارکتینگی خود را متوقف کرده بودند اما به مصداق گفته شوماخر که وقتی همه ترمز می‌کنند، او گاز می‌دهد، یکی از شرکت‌های خارجی که امروز سهم خوبی از بازار پودر و شوینده منسوجات دارد به حرکت پرفشار خود ادامه داد و با این انتخاب خلاف‌جهت توانست دو سال بعد از آن روزهای سخت رهبری بازار را تصاحب کند و رهبر جا مانده با همه هزینه‌هایی که کرد نتوانست به جایگاه قبلی خود بازگردد!
بر خلاف فروش، مارکتینگ حرکتی درازمدت و غیراحساسی است! می‌دانم که بسیاری از مخاطبین محترم امروز را نه روز فروش و نه روز مارکتینگ بلکه روز تامین می‌دانند و من نیز کم‌وبیش همدلی دارم اما با این وجود معتقدم در خانه اگر کس است یک حرف بس است و العاقل الاشاره!
مردم در این وانفسا سه دسته را هیچگاه فراموش نخواهند کرد:
– کسانی که موجب این وضعیت شدند!
– کسانی که از آن به نفع خود بهره‌بردند!
– و آنهایی که با گذشتن از سود به حق خود آن‌ها را در حد بضاعت کمک کردند یا دست‌کم به گرفتاریشان نیا‌فزودند!
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