The 22 Immutable Laws of Marketing

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Subject: u06d1 - Ries and Trout | Topic: u06d1 Ries and Trout | Author: Carla Pettis | Date: August 18, 2011 6:36 PM | Looking through the 22 Immutable Laws of Marketing, I looked to see if they still apply, in this world of social media, fast paced interactions, and integrated marketing. This is my opinion and/or thoughts on them: 1. THE LAW OF LEADERSHIP. It is better to be first than it is to be better. This law can be argued. Neither Wal-Mart nor Costco was the first drugstore/superstore yet both are market leaders. Why? They are better retailers than others that started before them. There are many retailers that were 'first'. Starting a business isn't as difficult as adjusting to the market place demands and running a tight operation. 2. THE LAW OF THE CATEGORY. If you can't be first in a category, set up a new category you can be first in. A marketer should concentrate on their products attributes, not setting up new categories. 3. THE LAW OF THE MIND. It is better to be first in the mind than to be first in the marketplace. This seems to go against the first law. I agree that being first in the mind is of great importance and will most likely occur as you get the word out through creative marketing, good service, honest dealings, and fair pricing. 4. THE LAW OF PERCEPTION. Marketing is not a battle of products; it's a battle of perceptions. I agree with this law because your customers' perceptions are key to the success of the company. In order to succeed you must market and carry out your business in a manner that will increase brand/market awareness and make a positive impression on your customers' perceptions. 5. THE LAW OF FOCUS. The most powerful concept in marketing is owning a word in the prospect's mind. Certainly marketers are well served to have a narrow focus and clear offer but retailers mean different things to different people.
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