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1081_CDPS_G1 [CO] Chapter 7 – Tactics ([1] Lifting the fog (Credibility…
1081_CDPS_G1
[CO] Chapter 7 – Tactics
[1] Lifting the fog
Credibility Test
What you do not do sends a signals too
Ask other people to demonstrate their credibility to you
Proposr a pay-for-performance contract
Ask for a guarantee
Request a free trial
Put money where mouth is
offer a guarantee
Federal express should pony up
help alert yourself
improve provide high quality service
give free trials
decrease the cost
come back again at regular price
Accept a pay-for-performance contract
advertise
Launch high-impact advertising campaign
get people thinking
The peacock's tail
With long tails succeed in attracting the peahens
[2] Preserving the fog
hiding informations
you never know the result before you take actions
follow the herd, so you win or fail along with the herd
create a reason to fail
Negotiation tactics
three mistakes:
better hidden the strength that you might have reveal.
preserving differences of opinion would actually be more helpful in crafting a deal
1.overstate what you need
Escrow Flies Negotiations
Settlement escrows preserve the fog
The cat in the bag
sometimes relationship could be held if some thoughts are unspoken
Disagreeing to Agree
The client’s optimism and the investment bankers’ pessimism created an opportunity for agreement rather than argument.
[3] Stirring up the fog
If you can't convince them , confuse them
creating complex pricing
hide price rises in response to customers' price sensitivity
hide the low price to avoid customer doubting the quality
case
phone rate
airfare
value pricing initiative
shaping opinions
case of broadcasters
conflict
retransmission consent
gave up an automatic right to be carried
can charge
must-carry status
guarantee a slot on cable
can't charge for their programming
key of game
control public perception
cable companies succeed in painting the networks bad guy
networks gave retransmission consent for free
case of Intel
the computer chip of Intel has small flaws
Intel claim flaw doesn't matter but did offer to replace the chips depends on case-by-case .
IBM announces the flaw is more serious than Intel said
IBM create a critical level of uncertainty and harm reputation of Intel
Intel offered a no-question-asked return policy
consequences of this case, IBM didn't benefit from it.
[4] Every thing is tactics
do or don't do
sends signals
shape percepttions
Team member
105106065 王泰然 Frank
106212022 蔡昀雯 Winnie
105212042 金純之 Sunny
105212048 謝其佑 Jason
106212004 郭儀中 Eva
105212017 賴珮綺 Christy
broadcasters prefer
cable companies don't like to pay