Without one, you had better have a low price. So if you are to succeed, you must have an idea or attribute of your own to focus your efforts around. The law of attributes - for every attribute, there is an opposite effective attribute: "Marketing is a battle of ideas. There are three things to sacrifice: product line, target market, and constant change." 14. If you want to be successful today, you should give something up. the law of sacrifice - you have to give up something in order to get something: "The law of sacrifice is the opposite of the law of line extension. The next day the same company is spread thin over many products and is losing money." 13. The law of line extension - there's an irresistible pressure to extend the equity of the brand: "One day a company is tightly focused f ocused on a single produce that is highly profitable. The law of perspective - marketing effects take place over an extended period of time. The law of division - over time, a category will divide and become two or more categories. The law of the opposite - if you're shooting for second place, your strategy is determined by the market leader. The law of duality - in the long run, every market becomes a two-horse race. The law of the ladder - the strategy to use depends on which rung you occupy on the ladder - each category has its own ladder or hierarchy, hierarchy, and where your product or service is in this hierarchy will determine your strategic options. The law of exclusivity - two companies cannot own the same word in the prospect's mind. the way that Coke 'owns' the word 'cola', or Xerox owns 'copier'). The law of focus - the most powerful concept in marketing is owning a word in the prospect's mind (i.e. The law of perception - marketing is not a battle of products, it's a battle of perceptions. Being first into the marketplace is important only to the extent that it allows you to get into the mind first." 4. It is better to be first f irst in the prospect's mind than first into the marketplace.Being marketplace.Being first in the mind is everything in marketing. The law of the mind - it's better to be first f irst in the mind than to be first in the marketplace: "Is something wrong with the law of leadership (previously presented)? No, but the law of the mind modifies it. The law of the category - if you can't be first in a category, set up a new category you can be first in. ItÕs much easier to get into the mind first than it is to try to convince someone someone you have a better product than the one that did get there first." 2. It's better to be first f irst than it is to be better. a given type of product or service) you can be first in. The law of leadership - it is better to be first f irst than it is to be better: "The basic issue in marketing in creating a category (i.e.
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