Chapter10.class.notes.rev

Chapter10.class.notes.rev - Introducing Chapter 1 and...

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Introducing Chapter 1 and Marketing Foundations [Marketing] “Success is related to standing out, not fitting in” Chapter 1 Four things in this world that are never satisfied: According to the Old Testament book of Proverbs (Chapter 30), they are the- 1. Leech – keeps on sucking for more, more, more 2. Grave – it always cries out for more 3. Barren womb – womb, not room, and in light of PC, no need exists to discuss further 4. Fire - the bigger a fire gets, the more it wants to consume And is there a 5 th ? Human beings, that is. They too are never satisfied. Fact is: For most humans, no matter how much they have, they want more. So ultimately, while most of us may eventually work in a knowledge economy, Madonna  was right.  We all live in a material world.  (How does all that stuff get to your homes  and closets, anyway?)   And that is one reason, hopefully, a compelling reason, why being successful, as a marketer, is so comparatively easy. Just give people what they want …. o What a paradox – While most Americans have less than they want, nearly all have more than they need. 1) Discussing the role of ‘ Holes’ a. Solutions (customer always has problems / marketers should offer solutions) to problems that require holes b. HD 2) What’s an example of a marketing organization? a. Better yet, name an organization that does not engage in marketing b. Or best of all, name a successful organization whose success is not in large part predicated on marketing. 1
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3) Principles – arguably, ‘tell us what works’ a. By contrast, laws (or rules) , tell us what we can and cannot do - or should or should not do. Laws keep us in bounds (like a child’s bumper in a bowling alley); they allow us to discriminate between right and wrong. 4) 10 Marketing Laws (or Rules) - a. The Law of “Leadership” - be first (in the mind, to stay in the mind) – Lindbergh b. Law of the “Category” - be first in a category – Earhart c. Law of the “Mind” – be first (and top) in the mind i. Importance of the ‘evoked set’ and your firm’s name, brand or product being part of it? ii. Ladders (None of us have ever bought anything without first knowing about the thing that we bought) 1. The thing, the product, must be inserted into customers’ minds. d. The Law of … Perception - i. Marketing battles, marketing wars 1. “There is nothing either good or bad, but thinking (perceiving) that makes it so.” – Shakespeare. e. The Law of … Focus (Ownership) i. Owning something; owning it ‘where’ and owning ‘what?’ 1. Coffee, brown, I-pod, overnight, X-box, Kleenex, Band-Aid, Google, Facebook, Tweet f. …… ‘Attributes’ – every product has them – and the Law of the ‘Opposite’ g. Law of … Concentration h. Law of Candor – take ownership when something goes wrong 2
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i. Tiger Woods did not; David Letterman did. (Note that both men are both brands and products) ii. Toyota did not; Apple did
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Chapter10.class.notes.rev - Introducing Chapter 1 and...

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