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Reading 6

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Toi Vu Dang
Toi Vu Dang
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Reading 6 Ferrari, Italys maker of sports and racing cars, is among the three most recognizable brands in the world. Ferrari, nh s畉n xu畉t th畛 thao v 担 t担 ua c畛a , l m畛t trong ba th動董ng hi畛u d畛 nh畉n bi畉t nh畉t tr棚n th畉 gi畛i. C担ng ty c坦 h畛 s董 cao trong s畛 c叩c c担ng ty kh畛ng l畛 c畛a th畉 gi畛i m kh担ng c畉n s畛 gi炭p 畛, cho s畛 t畛n t畉i c畛a n坦, c畛a m畛t b畛 ph畉n qu畉ng c叩o. Ch畛 m畛i 但y vo nm 1993 Ferrari 達 t畉o ra m畛t b畛 ph畉n ti畉p th畛 'Ch畛 c畉n xe, 畛 xe 担 t担 th炭 v畛 c畛a ch炭ng t担i l 畛 畛 thu h炭t 叩m 担ng, vi畉t Gian Luigi Longinotti - Buitoni, t叩c gi畉 c畛a m畛t cu畛n s叩ch g畛i l b叩n gi畉c m董. Kh叩ch hng 動畛c chi ti棚u nhi畛u ti畛n h董n vo c叩c s畉n ph畉m m h畛 mong mu畛n ch畛 kh担ng ph畉i l s畉n ph畉m m h畛 ch畛 c畉n. T畉t c畉 c叩c c担ng ty ph畉i s畉n xu畉t hng ho叩 c坦 ch畉t l動畛ng r畉t cao. Quan tr畛ng h董n, h畛 ph畉i thi畉t l畉p m畛t th動董ng hi畛u trong nhi畛u nm 畛 tr畛 thnh b畉ng c叩ch cho n坦 ch畉t l動畛ng c畉m x炭c ph湛 h畛p v畛i mong mu畛n c畛a kh叩ch hng m畉nh nh畉t. Gi畛ng nh動 Ferrari, t畉t c畉 c叩c c担ng ty ph畉i t畉o ra v b叩n nh畛ng gi畉c m董 Loginotti-Butitoni 動a ra m畛t s畛 th畛ng k棚 th炭 v畛 v畛 th畛 tr動畛ng hng h坦a xa x畛 tr棚n ton th畉 gi畛i. Th畛y S挑, v畛i 220 chi畉c Ferrari 動畛c b叩n nm 1997, l c叩c th畛 tr動畛ng l畛n nh畉t b狸nh qu但n 畉u ng動畛i cho c叩c nh s畉n xu畉t xe h董i c畛a s畉n ph畉m; c担ng ty, m畉t kh叩c, b叩n ch畛 chi畉m 2,7% s畛 xe c畛a h達ng cho ph畛 n畛; Rolex v s畛 c叩c cao nh畉t c畛a 畛ng h畛 sang tr畛ng 動畛c b叩n tr棚n Italy, trong khi Nh畉t B畉n 達 th畛ng nh畉t c叩c th畛 tr動畛ng hng 畉u tr棚n th畉 gi畛i 畛i v畛i hng ho叩 b畉ng da t畛 Gucci, Feragamo, Hermes v Lois Vuitton. Trung Qu畛c, ng畉c nhi棚n, d動畛ng nh動 動畛c u畛ng r畉t nhi畛u r動畛u cognac Hennessy. The company got its high profile among the worlds corporate giants without the help, for most of its existence, of an advertising department. Only as recently as 1993 did Ferrari create a marketing department.Just parking our exciting automobiles is enough to draw the crowd, writes Gian Luigi Longinotti Buitoni, the author of a book called Selling Dreams. Customers are now spending more money on products they desire rather than on products they simply need. All companies must therefore produce goods of very high quality.
More importantly, they must establish a brand for years to become by giving it emotional qualities that match customers strongest desires. Like Ferrari, all companies must create and sell dreams. Loginotti Butitoni gives some interesting statistics about markets for luxury goods worldwide. Switzerland, with 220 Ferraris sold in 1997, is the largest market per capita for the car makers products; the company, on the other hand, sells only 2.7 percent of its cars to women; Rolex and the highest number of luxury watches are sold on Italy, while Japan has been consistently the leading market in the world for leather goods from Gucci, Feragamo, Hermes and Lois Vuitton. China, amazingly, appears to be drinking a lot of Hennessy cognac.

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Reading 6

  • 1. Reading 6 Ferrari, Italys maker of sports and racing cars, is among the three most recognizable brands in the world. Ferrari, nh s畉n xu畉t th畛 thao v 担 t担 ua c畛a , l m畛t trong ba th動董ng hi畛u d畛 nh畉n bi畉t nh畉t tr棚n th畉 gi畛i. C担ng ty c坦 h畛 s董 cao trong s畛 c叩c c担ng ty kh畛ng l畛 c畛a th畉 gi畛i m kh担ng c畉n s畛 gi炭p 畛, cho s畛 t畛n t畉i c畛a n坦, c畛a m畛t b畛 ph畉n qu畉ng c叩o. Ch畛 m畛i 但y vo nm 1993 Ferrari 達 t畉o ra m畛t b畛 ph畉n ti畉p th畛 'Ch畛 c畉n xe, 畛 xe 担 t担 th炭 v畛 c畛a ch炭ng t担i l 畛 畛 thu h炭t 叩m 担ng, vi畉t Gian Luigi Longinotti - Buitoni, t叩c gi畉 c畛a m畛t cu畛n s叩ch g畛i l b叩n gi畉c m董. Kh叩ch hng 動畛c chi ti棚u nhi畛u ti畛n h董n vo c叩c s畉n ph畉m m h畛 mong mu畛n ch畛 kh担ng ph畉i l s畉n ph畉m m h畛 ch畛 c畉n. T畉t c畉 c叩c c担ng ty ph畉i s畉n xu畉t hng ho叩 c坦 ch畉t l動畛ng r畉t cao. Quan tr畛ng h董n, h畛 ph畉i thi畉t l畉p m畛t th動董ng hi畛u trong nhi畛u nm 畛 tr畛 thnh b畉ng c叩ch cho n坦 ch畉t l動畛ng c畉m x炭c ph湛 h畛p v畛i mong mu畛n c畛a kh叩ch hng m畉nh nh畉t. Gi畛ng nh動 Ferrari, t畉t c畉 c叩c c担ng ty ph畉i t畉o ra v b叩n nh畛ng gi畉c m董 Loginotti-Butitoni 動a ra m畛t s畛 th畛ng k棚 th炭 v畛 v畛 th畛 tr動畛ng hng h坦a xa x畛 tr棚n ton th畉 gi畛i. Th畛y S挑, v畛i 220 chi畉c Ferrari 動畛c b叩n nm 1997, l c叩c th畛 tr動畛ng l畛n nh畉t b狸nh qu但n 畉u ng動畛i cho c叩c nh s畉n xu畉t xe h董i c畛a s畉n ph畉m; c担ng ty, m畉t kh叩c, b叩n ch畛 chi畉m 2,7% s畛 xe c畛a h達ng cho ph畛 n畛; Rolex v s畛 c叩c cao nh畉t c畛a 畛ng h畛 sang tr畛ng 動畛c b叩n tr棚n Italy, trong khi Nh畉t B畉n 達 th畛ng nh畉t c叩c th畛 tr動畛ng hng 畉u tr棚n th畉 gi畛i 畛i v畛i hng ho叩 b畉ng da t畛 Gucci, Feragamo, Hermes v Lois Vuitton. Trung Qu畛c, ng畉c nhi棚n, d動畛ng nh動 動畛c u畛ng r畉t nhi畛u r動畛u cognac Hennessy. The company got its high profile among the worlds corporate giants without the help, for most of its existence, of an advertising department. Only as recently as 1993 did Ferrari create a marketing department.Just parking our exciting automobiles is enough to draw the crowd, writes Gian Luigi Longinotti Buitoni, the author of a book called Selling Dreams. Customers are now spending more money on products they desire rather than on products they simply need. All companies must therefore produce goods of very high quality.
  • 2. More importantly, they must establish a brand for years to become by giving it emotional qualities that match customers strongest desires. Like Ferrari, all companies must create and sell dreams. Loginotti Butitoni gives some interesting statistics about markets for luxury goods worldwide. Switzerland, with 220 Ferraris sold in 1997, is the largest market per capita for the car makers products; the company, on the other hand, sells only 2.7 percent of its cars to women; Rolex and the highest number of luxury watches are sold on Italy, while Japan has been consistently the leading market in the world for leather goods from Gucci, Feragamo, Hermes and Lois Vuitton. China, amazingly, appears to be drinking a lot of Hennessy cognac.