The 22 Immutable Laws of Marketing: Violate Them at Your Own by Al Ries, Jack Trout PDF

By Al Ries, Jack Trout

ISBN-10: 0061798177

ISBN-13: 9780061798177

The authors have distilled their 40-plus years of selling services to supply the most important to today's aggressive market, displaying you what makes a few items inordinately profitable whereas others fall through the wayside.

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Extra info for The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!

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There is a trend toward more liberal sexual attitudes reflected not only in the movies but in television programming as well.  Today’s customer, no matter what age, sex, or marital status, wants access to products and services twenty­four hours a day and seven days a week when they are at home, at work, or on the road.  How long this behavior will affect tourism remains to be seen.  In 1988, VALS2 was introduced which is a more refined psychographic segmentation tool.  The use of value segmentation for lifestyle­defining activities such as vacation travel, and books and media selection is also beneficial.

NOTES 1.  Demby, “Psychographics Revisited: The Birth of a Technique,” Marketing News, 2 January 1989, 21. 2. Joan Raymond, “The Multicultural Report,” American Demographics 23 (November 2001): 3–7. 3.  Hyman, “Long­Distance Geographic Mobility and Retailing Attitudes and Behavior: An Update,” Journal of Retailing 63 (Summer 1987): 187–204. 4.  Sheth, “Demographics in Consumer Behavior,” Journal of Business Research 5 (June 1977): 129–138. 5. Keith Naughton, “Crunch Time at Kellogg,” Business Week, 14 February 2000, 52–53.

For example, food preferences of consumers might be categorized as diet concerned, sophisticated consumers, or natural­food enthusiasts.  Finally, the market segment should favorably respond to a specialized need or benefit for that segment.  Coca­Cola and Pepsico did not foresee changes in consumer behavior patterns and allowed Perrier and the bottled water industry to gain a foothold in the soft drink industry.  For Perrier to accomplish its objectives, the product had to be sold to supermarkets and displayed in the same aisle as soft drinks.

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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries, Jack Trout


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