Cartes-fiches

Lena Hat
Cartes-fiches 44 Cartes-fiches
Utilisateurs 2 Utilisateurs
Langue English
Niveau École primaire
Crée / Actualisé 20.11.2013 / 13.03.2015
Attribution de licence Attribution (CC BY)     (Al Ries & Jack Trout)
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Law of Leadership

It is better to be first than it is to be better.
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Law of the Category

If you can't be first in a category, set up a new category you can be first in.
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Law of the Mind

It is better to be first in the mind than to be first in the marketplace.
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Law of Perception

Marketing is not a battle of products, it is a battle of perceptions.
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Law of Focus

The most powerful concept in marketing is owning a word in the prospect's mind.
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Law of Exclusivity

Two companies cannot own the same word in the prospect's mind.
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Law of the Ladder

The strategy to use depends on which rung you occupy on the ladder.
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Law of Duality

In the long run, every market becomes a two-horse race.
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Law of the Opposite

If you are shooting for second place, your strategy is determined by the leader.
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Law of Divison

Over time, a category will divide and become two or more categories.
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Over time, a category will divide and become two or more categories.

Law of Division
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If you are shooting for second place, your strategy is determined by the leader.

Law of the Opposite
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In the long run, every market becomes a two-horse race.

Law of Duality
Fermer la fenêtre

The strategy to use depends on which rung you occupy on the ladder.

Law of the Ladder
Fermer la fenêtre

Two companies cannot own the same word in the prospect's mind.

Law of Exclusivity
Fermer la fenêtre

The most powerful concept in marketing is owning a word in the prospect's mind.

Law of Focus
Fermer la fenêtre

Marketing is not a battle of products, it is a battle of perceptions.

Law of Perception
Fermer la fenêtre

It is better to be first in the mind than to be first in the marketplace.

Law of the Mind
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If you can't be first in a category, set up a new category you can be first in.

Law of the Category
Fermer la fenêtre

It is better to be first than it is to be better.

Law of Leadership
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Law of Perspective

Marketing effects take place over an extended period of time.
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Marketing effects take place over an extended period of time.

Law of Perspective
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Law of Line Extension

There’s an irresistible pressure to extend the equity of the brand.

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There’s an irresistible pressure to extend the equity of the brand.

Law of Line Extension

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Law of Sacrifice

You have to give up something in order to get something.

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You have to give up something in order to get something.

Law of Sacrifice

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Law of Attributes

For every attribute, there is an opposite, effective attribute.

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For every attribute, there is an opposite, effective attribute.

Law of Attributes

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Law of Candor

When you admit a negative, the prospect will give you a positive.

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Law of Singularity

In each situation, only one move will produce substantial results.