Business/Marketing/22 Immutable Laws Of Marketing ppt

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[...]... The law of focus, a marketing law, could help solve one of society’s biggest problems file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (21 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html 6 The Law of Exclusivity Two companies cannot own the same word in the prospect’s mind 22_6 file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html... to remember? 4 The Law of Perception Marketing is not a battle of products, it’s a battle of perception 22_4 file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (13 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html Many people think marketing is a battle of products In the long run, they figure, the best product will win Marketing people are preoccupied... that marketing is a battle of products It’s this kind of thinking that keeps the two brands on top: “They must be the best, they’re the leaders.” 9 The Law of the Opposite If you’re shooting for second place, your strategy is determined by the leader 22_9 file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (30 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html... mistake of not taking the opposite tack 10 The Law of Division Over time, a category will divide and become two or more categories 22_10 file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (33 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html Like an amoeba dividing in a petri dish, the marketing arena can be viewed as an ever-expanding sea of categories... Microsoft did As a matter of fact, Lotus did some conventional line extension with the purchase of Ami Pro word processing software and the introduction of a number of new software products Then Lotus regrouped to focus on a new concept called “groupware,” software products for networked PCs file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (19 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22. .. rent-a-car service Coca-Cola sold refreshment Marketing programs of both companies were more effective back then 3 The Law of the Mind It’s better to be first in the mind than it is to be first in the marketplace 22_3 file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (11 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html The world’s first personal... the price for violating the law of exclusivity 7 The Law of the Ladder The strategy to use depends on which rung you occupy on the ladder 22_7 file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (24 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html While being first into the prospect’s mind ought to be your primary marketing objective, the battle... fault-tolerant minicomputer Today Stratus is a $500 million company Are the laws of marketing difficult? No, they are quite simple Working things out in practice is another matter, however file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (10 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html Cray Research went over the top with the first supercomputer... laughter It turns out that Stoke-on-Trent is just as tacky as Pomona.) file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (32 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html Marketing is often a battle for legitimacy The first brand that captures the concept is often able to portray its competitors as illegitimate pretenders A good No 2 can’t... November 23, 1986, CBS broadcast a “60 Minutes” segment called “Out of Control.” It called attention to a number of complaints about Audi’s file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (16 of 77)4/20/2006 1:41:49 AM file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html “unintended acceleration.” American sales of Audis fell through the floorboards—from 60,000 in 1986 to 12,000 . file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. htmlThe 22 Immutable Laws of Marketing Al Ries and Jack TroutThe 22 Immutable Laws of Marketing Violate. file:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. html (4 of 77)4/20/2006 1:41:49 AMfile:///F| /Business /Marketing/ 22 Immutable Laws Of Marketing. htmlundermine
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