22 Immutable Laws Of Marketing docx

[...]... 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 (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 /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... 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... 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 Immutable Laws Of Marketing. html (27 of 77)4/20/2006 1:41:49 AM file:///F|/Business /Marketing /22 Immutable Laws Of Marketing. html Early on, a new category is a ladder of many rungs Gradually, the ladder becomes a two-rung affair In... 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 afford... 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 . 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. 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.