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Week 4- Positioning (1).docx - Jennifer Ligh Marketing and...

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Jennifer LighMarketing and Distribution Management 103/Section 025October 27, 2018Ries, A and Trout, J. (2000). Positioning: The Battle for Your Mind, McGraw Hill, (1-100).Central ThemeThe author’s main lesson/argumentIn the book, “Positioning: The Battle for Your Mind,” the authors Al Ries and Jack Trout explain the modern term“positioning” which is the way a company convinces the consumer on buying a product through not changing theproduct but by updating the price, name, packaging or a combination of these details. In this modern day society,we are living in a community that overcommunicates but in reality, the communication is very little to the pointwhere is not effective. What the author means by this is that the way companies market and their success rate isbased on how they effectively communicate to their consumers and understanding their customers’ minds ondifferent products, therefore positions on the product. Back in the day, marketing used to be companies thinking ofways to advertise their products to their consumers and how they can manipulate their customers into thinking theirproduct or service is right for them. Although this marketing tactic has failed in modern society, the authors, Troutand Ries explain that companies need to see through the consumers thought process to make a product or servicesuccessful.The author is teaching us that companies need to be aware of the external factors in terms of marketing instead ofconcentrating on how they can change their product to predict how people are going to react to the product. Manyfactors such as other competitors, consumer trends and especially the consumers themselves are details that areimportant to know about in the world of business.Critical AnalysisOne of the first points that the authors make in order for a product to be successful is to be the first to think of theidea. When consumers are exposed to two different companies that sell the same products, the company whothought the product second will probably be not as popular because they copied the item idea from the firstcompany. Also, when the company is the first one to think of the idea, consumers will keep in mind that they are theones that originally thought of the idea. An example of this point is the company Apple. Apple is the first companyto come up with the idea of the smart phone. They created the iPhone in 2006 and was officially released in June of2007. The Apple iPhone was one of the first to incorporate a touch screen within the product with features includinga generated keyboard. Now, Apple is one of the top tech companies in the world competing with Samsung andGoogle in terms of smartphone rankings.The second point that the author made is that the company needs to provide to their customers memorableadvertising that will allow for the customers recall the product or service promoted. A company can either create a

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Term
Winter
Professor
Jasso

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