Marketing: An Overview Introduction Marketing is increasingly recognised as being central to the success of any organisation, irrespective of its size or the sector of the economy in which it operates. This was not always the case. In Citeste tot ...
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The Marketing Environment
The Marketing Environment The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the macro-environment, the micro-environment and the internal environ Citeste tot ...
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The Law of Leadership
The Law of Leadership It s better to be first than it is to be better Many any people believe that the basic issue in marketing is convincing prospects that you have a better product or service. Not true. If you have a small market sh Citeste tot ...
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The Law of the Ladder
The Law of the Ladder The strategy to use depends on which rung you occupy on the ladder. While being first into the prospect s mind ought to be your primary marketing objective, the battle isn t lost if you fail in this endeavor. There a Citeste tot ...
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The Law of Resources
The Law of Resources Without adequate fianding an Idea won t get off the ground If you have a good idea and you ve picked up this book with the thought in mind that all you need is a little marketing help, this chapter will throw cold wat Citeste tot ...
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The Law of the Opposite
The Law of the Opposite If you re shooting for second place, your strategy is determined by the leader. In strength there is weakness. Wherever the leader is strong, there is an opportunity for a would-be No. 2 to turn the tables. Muc Citeste tot ...
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The Law of Acceleration
The Law of Acceleration Successful programs are not built on fads, they re built on trends. A fad is a wave in the ocean, and a trend is the tide. A fad gets a lot of hype, and a trend gets very little. .,/Like a wave, a fad is very visi Citeste tot ...
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The Law of the Category
The Law of the Category If you can t be first in a category, set up a new category you can be first in What s the name of the third person to fly the Atlantic Ocean solo? If you didn t know that Bert Hinkler was the second person to f Citeste tot ...
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THE LAW OF THE MIND
THE LAW OF THE MIND IT’S BETTER TO BE FIRST IN THE MIND THAN TO BE FIRST IN THE MARKETPLACE. The world s first personal computer was the MITS Altair 8800. The law of leadership would suggest that the MITS Altair 8800 (an unfortunate c Citeste tot ...
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The Law of Unpredictability
The Law of Unpredictability Unless you write your competitors plans, you can t predict the future Implicit in most marketing plans is an assumption about the future. Yet marketing plans based on what will happen in the future are usually Citeste tot ...
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The Law of Attributes
The Law of Attributes For every attribute, there is an opposite, effective attribute. In chapter 6 (The Law of Exclusivity) we made the point that, you can t own the same word or position that your competitor owns. You must find your own w Citeste tot ...
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The Law of Singularity
The Law of Singularity In each situation, only one move will produce substantial results Many marketing people see success as the sum total of a lot of small efforts beautifully executed. They think they can pick and choose from a num Citeste tot ...
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The law of Candor
The law of Candor When you admit a negative, the propect will give you a positive. “ THE TASTE YOU HATE TWICE A DAY” It goes against corporate and human nature to admit a problem. For years, the power of positive thinking has been dru Citeste tot ...
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The Law of Perspective
The Law of Perspective Marketing effects take place over an extended period of time If you visit almost any bar and grill on a Friday night after work, you d swear that alcohol was a stimulant. The noise and laughter are strong evidence o Citeste tot ...
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The Law of Failure
The Law of Failure Failure is to be expected and accepted. Too many companies try to fix things rather than drop things. , Let s reorganize to save the situation' is their way of )fife. Admitting a mistake and not doing anything Citeste tot ...
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The Law Of Division
The Law Of Division Over time, a category will divide and become two or more categories. Like an amoeba dividing in a petri dish, the m: keting arena can be viewed as an ever-expanding of categories. A category starts off as a single Citeste tot ...
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THE LAW OF FOCUS
THE LAW OF FOCUS The most powerful concept in marketing is owning a word in the prospect s mind. A company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an inv Citeste tot ...
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The Law of Sacrifice
The Law of Sacrifice You have to give up something in order to get something 1. RUSH SERVICE 1. SMALL PACKAGES OVERNIGHT 2. ECONOW SERVICE 3. SMALL PACKAGES 4. LARGE PACKAGES The law of sacrifice is the opposite of the law Citeste tot ...
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The Law of Duality
The Law of Duality In the long run, every market becomes a two-horse race Early on, a new category is a ladder of many rungs. Gradually, the ladder becomes a two-rung affair. In batteries, it s Eveready and Duracell. In photographic f Citeste tot ...
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THE LAW OF SUCCESS
THE LAW OF SUCCESS SUCCESS OFTEN LEADS TO ARROGANCE, AND ARROGANCE TO FAILURE Ego is the enemy of successful marketing. /Objectivity is what s needed. When people become successful, they tend to become less objective. They often sub Citeste tot ...
