Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống
1
/ 78 trang
THÔNG TIN TÀI LIỆU
Thông tin cơ bản
Định dạng
Số trang
78
Dung lượng
728,25 KB
Nội dung
[...]... ImmutableLawsOf Marketing. html (21 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 ImmutableLawsOf 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 ImmutableLawsOf Marketing. html (22 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html When a competitor owns... 8080, MITS Altair 8800, and Radio Shack TRS-80 Ask yourself, which name is the simplest and easiest 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 ImmutableLawsOf Marketing. html (13 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html Many people think marketing is... program deals realistically with 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... file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html (20 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html dealer meetings, especially with the trumpet flourishes and the dancers But outside the corporation, the message falls apart Does any company proclaim itself as the “unquality” corporation? No, everybody stands for quality As a result, nobody... segment called “Out of Control.” It called attention to a number of complaints about Audi’s file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html (16 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html “unintended acceleration.” American sales of Audis fell through the floorboards—from 60,000 in 1986 to 12,000 in 1991 But have you ever personally had... file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html (18 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html of other benefits, too A “thicker” spaghetti sauce implies quality, nourishing ingredients, value, and so on A “safer” car implies better design and engineering Whether the result of a deliberate program or not, most successful companies (or brands) are... exact opposite point of view What some marketing people see as the natural lawsofmarketing are based on a flawed premise that the product is the hero of the marketing program and that you’ll win or lose based on the merits of the product Which is why the natural, logical way to market a product is invariably wrong file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html (14 of 77)4/20/2006 1:41:49... 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 /22 ImmutableLawsOf Marketing. html (12 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html Xerox was first in copiers and then tried to get into the computer business Twenty-five years and. .. 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 computer was the MITS Altair 8800... file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html (28 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 ImmutableLawsOf Marketing. html is in trouble In the long run, marketing is a two-car race Take video games In the late eighties, the market was dominated by Nintendo with a 75 percent share The two also-rans were Sega and NEC Today Nintendo and Sega are neck and neck, and NEC is way . class="bi x0 y0 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. all. file:///F|/Business /Marketing /22 Immutable Laws Of Marketing. html (7 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 Immutable Laws Of Marketing. html One reason the first brand. in. 22_ 2 file:///F|/Business /Marketing /22 Immutable Laws Of Marketing. html (9 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 Immutable Laws Of Marketing. html What’s the name of