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[...]... of focus, a marketing law, could help solve one of society’s biggest problems file:///F| /Business/ Marketing/ 22ImmutableLawsOf Marketing. html (21 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22ImmutableLawsOf 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/ 22ImmutableLawsOf Marketing. html (22. .. 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/ 22ImmutableLawsOf Marketing. html (13 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22ImmutableLawsOf 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/ 22ImmutableLawsOf Marketing. html (30 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22ImmutableLawsOf 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/ 22ImmutableLawsOf Marketing. html (33 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22ImmutableLawsOf Marketing. html Like an amoeba dividing in a petri dish, the marketing arena can be viewed as an ever-expanding sea of categories... 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/ 22ImmutableLawsOf Marketing. html (24 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22ImmutableLawsOf Marketing. html While being first into the prospect’s mind ought to be your primary marketing objective, the battle... billion business So Stratus stepped down with the first fault-tolerant minicomputer Today Stratus is a $500 million company Are the lawsofmarketing difficult? No, they are quite simple Working things out in practice is another matter, however file:///F| /Business/ Marketing/ 22ImmutableLawsOf Marketing. html (10 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22 ImmutableLawsOf Marketing. html... 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 ImmutableLawsOf Marketing. html (11 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22 ImmutableLawsOf Marketing. html The world’s first personal... your position on the ladder More on how to do this later 8 The Law of Duality In the long run, every market becomes a two-horse race 22_ 8 file:///F| /Business/ Marketing/ 22 ImmutableLawsOf Marketing. html (27 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22 ImmutableLawsOf Marketing. html Early on, a new category is a ladder of many rungs Gradually, the ladder becomes a two-rung affair In... chairman and CEO of General Electric, said recently: “Only businesses that are No 1 or No 2 in their markets could win in the increasingly competitive global arena Those that could not were fixed, closed, or sold.” It’s this kind file:///F| /Business/ Marketing/ 22ImmutableLawsOf Marketing. html (29 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22ImmutableLawsOf Marketing. html of thinking that... transition In spite of spending millions of dollars promoting its personal computers and minicomputers, Wang is still perceived as a word processor company file:///F| /Business/ Marketing/ 22ImmutableLawsOf Marketing. html (12 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22ImmutableLawsOf Marketing. html Xerox was first in copiers and then tried to get into the computer business Twenty-five . w0 h0" alt="" file:///F| /Business/ Marketing/ 22 Immutable Laws Of Marketing. html The 22 Immutable Laws of Marketing Al Ries and Jack Trout The 22 Immutable Laws of Marketing Violate Them at Your. file:///F| /Business/ Marketing/ 22 Immutable Laws Of Marketing. html (6 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22 Immutable Laws Of Marketing. html $800 million and has never had a profitable. you a lot file:///F| /Business/ Marketing/ 22 Immutable Laws Of Marketing. html (18 of 77)4/20/2006 1:41:49 AM file:///F| /Business/ Marketing/ 22 Immutable Laws Of Marketing. html of other benefits, too.