22 Immutable Laws of Marketing - 1449 Words

The 22 Immutable Laws of Marketing Marketing consultants, Al Ries and Jack Trout, carefully and logically outline 22 absolute laws for succeeding in the marketing arena in this book. This duo is also credited for authoring Bottom-Up Marketing, Marketing Warfare, and Positioning. The main point, repeated throughout the book, is that marketing is based around the perception of the consumer and once that consumer has formed an opinion on your product or company, it s nearly impossible to change it. Each chapter identifies an immutable law and provides plenty of examples of how different prominent companies marketing strategies either succeeded or failed based on a particular law. Failures often occurred due to poor decision making†¦show more content†¦Two companies cannot own the same word in the prospect s mind, therefore the key is getting others to use your word and become a leader. Another strategy for getting into the mind of consumers is the law of candor. When you admit a negative, the prospect wil l give you a positive. For example, Listerine became very effective when they stated that their product was the taste you hate twice a day. While marketing your product, you have to watch for the law of division. Over time, a category will divide and become two or more categories. Cars are a great example of this law, but timing is important and you can be too early to exploit a new category. Moving farther into your project, you need to realize that marketing effects take place over an extended period of time. Donald Trump filing for bankruptcy is a great example of short-term success leading to long-term failures. Successful programs are not built on fads, they re built on trends. Fads are good for the short-term, but trends are better for the long-term. The key to a long-term trend is to never totally satisfy the demand of your product or service. As your brand becomes successful, there s an irresistible pressure to extend the equity of the brand. The authors state t hat the most violated law in the book is the law of line extension. Instead of spreading yourself thin over many products, it is better to be strong somewhere insteadShow MoreRelatedTechnology And Technology : The Future Of Technology861 Words   |  4 Pagescomputers and laptops we have evolved from having those fat computer monitors to now thin screens that move faster. Apple has also cornered the market on computers otherwise known as Mac computers. Apple computers has remained first rung on the law of duality. The law of duality is that in the long run, every market becomes a two-horse race (Ries, A., Trout, J. 1994). Apple has fought its way to first place compared to Windows. The long tail refers to the large number of products that sell in small quantitiesRead More Vocational Education’s Image for the 21st Century Essay1977 Words   |  8 Pageswas public image: negative baggage associated with the word vocational (Ries 1997). This ERIC Digest gives a brief overview of strategic marketing and how it can build a stronger image for vocational education. Lets Get Serious about Image Building In recent years, industries such as health care, finance, and law have been aggressively marketing their services. This departure from tradition is a response to sweeping changes in technology, demographics, and new customer demands. VocationalRead More4 Ms of Marketing Essay3050 Words   |  13 PagesMarketing Management MKTG – 508-010 Spring 2010 Dr. Walter Kendall Submitted by Shagun Nagpal On Mar 27th 2010 Tarleton State University Abstract Marketing is a combination of activity and set of institutions that create, communicate deliver and exchange services that have values to society including customers and clients. (AMA, 2007) Marketing emerged as a technical field of study in early 19th century but it came into existence all over when Neil Borden uses the term marketingRead MoreApple’s marketing relationship building with the target customers2754 Words   |  12 Pagesunprecedented both opportunities and challenges in marketing. Marketing is a social platform to provide chances for individuals and groups to obtain what they need and want through exchanging various products with others (Kotler, 1974).In the contemporary society, people can not live without marketing with others which is much more important to firms. This report tends to evaluate how Apple-one of the most innovative and creative companies builds marketing relationships with its target customers throughRead MoreMarket Customization: Segmentation, Targeting, and Positioning3671 Words   |  15 Pageshave largely ended the era of mass marketing in many product categories. They have spurred producers to differentiate their products in ways that meet the unique needs of smaller customer groups, or market segments. Ford’s standard black Model Ts gave way in the late 1920s to General Motors’ strategy of producing different models to accommodate different pocketbooks, with the Chevrolet at the bottom and the Cadillac at the top. The move away from mass marketing has affected almost every industryRead MoreAn Investigation of Coca-Colas Current Reputation: A Report2237 Words   |  9 Pagescorporate reputation and improve management systems in this regard. 2. Assessment of Strengths and Weaknesses 2.1. Brief Company Overview Coca-Cola is arguably the best known brand name of any product marketed today. As one report on the marketing of the product notes; One in every two cola and one in every three soft drinks is a Coca-Cola product. The best-known trademark in the world is sold in about one hundred and forty countries to 5.8 billion people in eighty different languages (MittalRead MoreMarketing planning at Just Us Cafe7940 Words   |  32 PagesJust Us Final Assignment Term Paper on Marketing Planning at Just Us Cafà © which is based in Canada Prepared by Fred M’mbololo (Kenya) updated versionspecifically for Slide Share viewers and members Dated: 08/05/2013 Prepared By Fred M’mbololo Page 1 Just Us Final Assignment Executive Summary In Section 1.0, this report starts with analysis the current and future market situation at Just Us cafes using the 5C analysis framework. It also highlights ethical trading issues thatRead More The Political Performance of Motherhood: Las Madres de Plaza de Mayo3446 Words   |  14 Pages While the act of redefining motherhood is revolutionary, some of the motivations that the Madres cited as engenderers of their movement were not quite as progressive. The mother-lion position is attributed to the natural, even fixed and immutable (15), condition of woman as mother and her relegation to the domestic sphere. This view perpetuates the idea of women as objects, subject to forces greater than themselves, in this case nature. The Madres go out and protest the disappearances becauseRead MoreMobile Payment Services1788 Words   |  8 Pagesadoption and use of mobile payments would happen. They launch isolated initiatives to meet to specific market needs. Au and Kauffman(2004) demonstrated most of the investments in m-payments have been made by mobile network operators, who are more like marketing intermediaries .For example Mobile network operators in some other countries like Japan have been comfortable with focusing more to develop a strong local market, however they may have global goals. NTT DoCoMo Inc., the largest mobile network operatorRead MoreAppearance Discrimination in Employment22039 Words   |  89 Pagesthe presence of â€Å"preferring the pretty†, and then the authors examine important civil rights laws that relate to such forms of discrimination. Finally, the authors apply ethical theories to determine whether such discrimination can be seen as moral or immoral. Design/methodology/approach  Ã¢â‚¬â€œ It is a legal paper which covers all the laws related to discrimination based on look. Court cases and Americans laws related to this concept are reviewed and critically discussed. Findings  Ã¢â‚¬â€œ The paper finds

A Liberation Psychology By Martin Baro - 934 Words

â€Å"Washing one s hands of the conflict between the powerful and the powerless means to side with the powerful, not to be neutral†(Paulo Freir). Throughout the book Writings for a Liberation Psychology by Martà ­n-Barà ³ mentions a variety of psychology warfare used primary amongst the lower class population in order to have control over them. To what extend can the book Writings for a Liberation Psychology by Martà ­n-Barà ³, be used to establish community organizing or even creating a community in order to hold unity against the variety psychological warfare being used by the oppressors. For instance Dr. Baro, comments â€Å" Simply to assume that every vote has the same meanining is to ignore the mulitiplicity of causes that may lead a person to vote, and the multiplicity of motives that can be hidden behind a vote for a givne party or candidate.† (pg. 71). Through this section of the book, baro is bringing the idea of why people in El salvador feel like they have the right to go out to vote but not control of what votes actually get counted for. For starters the people know for a fact that the voting polls are being riged, however how can they develop consciousness in order to express themselfs towards their own community in order to detain riged polls? Dr. Baro comments on how historical memory could be one of the keys to making changes around you: The hard struggle struggle to satisfy everyday basic needs forces the popular majorities to stay in a here and now without a before

Causes of Air Accidents Free Essays

Air Accident An Air accident is the worst nightmare of every pilot or passenger that has ever ridden in an aircraft. Although air travel is one of the safest forms of transportations, accidents do happen with dramatic and terrifying results. The circumstance of Air accidents takes place by four causes: takeoff and landing, mechanical failures, pilot error, and bad weather. We will write a custom essay sample on Causes of Air Accidents or any similar topic only for you Order Now One cause of Air accidents take place is during takeoff and landing. Approximately 80 percent of all aviation accidents occur shortly before, after, or during takeoff or landing, and are often described as resulting from â€Å"human error. The causes of Air accident is vary greatly depending on problems that may develop during the flight possess. In many situations these accidents can be completely avoided through careful preparation and effective safety techniques. Taxi and Takeoff is one of the most important parts of a flight. The preflight and planning stages of the operation must be carefully done to prevent accidents and save many lives. Landing Accidents during Descent account for 36 percent of all general Air mishaps and are the most common type of accident. When combined, taxi and takeoff accidents account for about 22percent jet airplane accidents, and about 22percent of all fatalities. Another cause of Air accidents is mechanical failures. No form of transportation is completely safe, and no machine is completely foolproof. Mechanical failure is responsible for 13percent of all commercial airplane accidents. An airplane can crash if engine failure can come in form of simple stalling. It could be as worse as a complete detachment of the motor itself. Many Modern planes have more than one engine and this allows the plane to continue to fly when one is shut down. However, these other cases where all shut at one, or one after the other, and accident occur. Anything that can go wrong will go wrong. Tragically, this sometimes applies to Air accidents when mechanical failures occur. A somewhat different cause for Air accidents is a pilot error. When most people make mistakes at their jobs, their employment can be terminated. In contrast, when pilots are negligent or make errors while on their jobs, there is potential for hundreds of lives to be terminated. The pilots receive extensive training designed to prepare them to handle a wide variety of situations, but there are times when fatal mistakes are made. When flight crew and pilots do their jobs correctly, Air accidents are much less likely to occur. Another important cause of Air accidents is bad weather. For example, flying at peak thunderstorm times should be avoided. In addition, flying at night is no safer than flying in the day. The weather caused 4percent of Air accidents. However, other problems made up the remaining 4percent. Most plane crashes happen in the months of September and December. However, no one from any investigation knows almost Air accidents happened in these two months. In conclusion, the circumstance of Air accidents takes place by four causes: takeoff and landing, mechanical failures, pilot errors, and bad weather. Yet many airplane accidents still have unknown causes. How to cite Causes of Air Accidents, Essay examples

Families and the Buying Decision Process †MyAssignmenthelp.com

Question: Discuss about the Families and the Buying Decision Process. Answer: Families form societal institutions that shape how other family members make decisions. Beyond social roles, families have been found to serve a critical role to determine purchase decision making processes among family members and relatives (Polya Sandor, 2013). In fact, families play a significant role in terms of consumer socialization and in the end, this influences how children become consumers. In one of his studies for instance, Polya and Sandor maintain that it forms a framework under which children start learning on different ways to behave as potential consumers, obtain all relevant competencies pertaining to buying and consumption, from which they turn into competent to other consumers. Change of roles among children in families is not a recent thing, but it has been in the air for the past years. It has affected purchase decision making processes among families (Koc, 2004). Children see themselves in the same position as the rest of the family members. In most cases, they gain knowledge concerning what parents do and make a competency decision. Chander Raza (2015) claim that in fact, most children have learnt to become consumers than their counterparts a few decades ago. We can differentiate two different situations that contribute to one making decision in a family: at an individual level and at a group level. When a product is affordable, it might cause any problem and hence, can be bought easily by family members. Nonetheless, in the case that a product has a high value, then several members of the family take part in the decision making with each member taking different roles. This aspect brings out a family as an important component in the decision making process. In one of the studies conducted by Comegys, Hannula and Visnen (2006), the decision making process assumes five key stages. They include recognizing customer needs, searching for information, conducting evaluation, making final decision to purchase the product, and post purchase behaviour. In every part of these stages, families take part in shaping the decisions of their children. Hibi? and Poturak (2016) refer to need recognition as the problem seeking stage. This is when one member of the family sees the difference between the state they would like to have and the current actual state. Of course, other factors that play a role include income, family size, education, race, sex, age, and marital status. Information search by customers makes it possible to use a number of techniques and tools in order to collect critical information that shows different products and services already available in stores. A perfect case is an exploratory study conducted by Chander Raza (2015) to understand the extent to which male and female provided information in an electronic decision making process. The study targeted tourists that travelled as a group. The findings revealed that spouses preferred consulting among themselves to gain more information about the services and possible destination points. Similarly, Polya and Sandor (2013) explain that through active information search, children always engage their parents or close relatives to offer information regarding brands, prices, models, and quality, among other critical information. Koc (2004) posit that consumers also receive information through personal sources such as family and friends, experimental sources, public sources, and commercial sources. While commercial sources contribute greatly towards generation of information, Koc, acknowledges that the personal source offers the most effective information. Evaluation of alternatives help consumers in setting rules, cut-off, or attributes concerning product choices available. While these are the most minimum acceptable levels, customers end up using an alternative they perceive as trustworthy. This could be through first-hand experience in consumption of products. Family members and friends have been found to top the list in this category. According to Petkovski and Mirchevska (2013), they are more willing to share their testimonies on product use, cost, and value. Of course, families play a key role in assigning potential consumers reduce the list of alternatives. The Purchase decision comes after a customer has already evaluated available alternatives. Comegys, et al (2006) illustrate that attitude of family members, the community, or friends might put pressure on customers to change their preferences. The second factor might include prices as part of unexpected occurrences. However, what of if these factors fail to have an impact on a customer? This would result in what Comegys, et al refer to as impulse buying. Even after an individual has purchased the product, the purchase process will still go on. Two important factors that always come in the minds of marketers and retailers include post-purchase satisfaction and post-purchase actions. Again, families interact to influence one another to make repurchases or preferences. Marketers might target mothers or newlywed couples to purchase home products. As a group, couples are likely to seek information from one another because of preferences and loyalty. Therefore, it is evident that throughout the five decision making processes, families play significant roles in influencing purchase behaviours. References Chander, S., Raza, M. (2015) Consumer Buying Behaviour: A Comparative Study of Male and Female Users of Electronics, Abasyn University Journal Of Social Sciences, 8(1), 47-61. Comegys, C., Hannula, M., Visnen, J. (2006) Longitudinal comparison of Finnish and US online shopping behaviour among university students: The five-stage buying decision process, Journal Of Targeting, Measurement Analysis For Marketing, 14(4), pp. 336-356. Hibi?, S., Poturak, M. (2016) Impact of a Brand on Consumer Decision-making Process, European Journal of Economic Studies, 17(3), pp. 405-414 Koc, E. (2004) The Role of Family Members in the Family Holiday Purchase Decision-Making Process, International Journal of Hospitality Tourism Administration, 5(2), pp. 85-102 Petkovski, V., Mirchevska, T. P. (2013) The concept of anchoring and psychological pricing in the customer's decision making process, Economic Development (3), pp. 45-56. Polya, E., Sandor, R. (2013) Examining the role of family members in family buying enter in adult Hungarian population, European Scientific Journal, Vol. 19, pp. 1857-7881