Table Of Content

AL RIES ano JACK TROUT POSITIONING MARKETING WARFARE RRO AMIN” ENCRIION OF MARNEERS of real life marketing campaigns ] Ilustrated examples of bow is Tot’ rin j continue to influence ‘ ai business worldwide wr ; - 4] Insights fom he ! world’s legendary marketing gurus Mi Contents Introduction: Marketing is war ‘Theme rue of martin yi serving the ester its otiigctnking onghing our competion, In hor ating sar wee th ene isthe cot and the castor the gro be von 1 Chapter, 2500 yar of war ‘Maren people have 2 otto lean fom seme ofthe war's peas ates, 4 Chapter 2. Thepincpe of force Te fi pip of Case isthe pp of fore. The ifthe th sou sh. Big ais esl aries. $0 00 inure ig companies beat sl compas... 28 Chapter 3. The supe of the defense The sed pice of Caen sth peony fhe defense. No military commander would seek out combat with ‘bese nin Yt nany maing ee 1p api a vehenrended compo vo io he eerie? Like Cardigan at Baadava and Lee at Get ‘bug, may marheting gees uch enn ats wih istic force against competitor that on the bgh rnd 3I Chapter 4 The new era of competition Tie big farting hs ten rod rhe mb tay; (We ah a marking cng) We ta ad act ie eee jo thin pn le gees ine a _yh rcs nian sag tor eget ats and hsincreae the cance of aces a ‘ Chatty Chapter 5. The nature of the bateground Ainge ogi pic pes eta fase ora pera Nori eso cise Detroit or Daa. Marketing bts are fought inside the mind ofthe prospect The mind te ategound train tas id ada undead 8 Chapter 6, The strategic square Theres one vy to ght aren wt Rater ee ae fot doo ich ne ofa fi she and et impr dein ou can mae Te ype oa to fa eens on our postion na sage que wich an beconsruced fora pd category... 8 Chapter 7, Principles of eensivewatre Defense warfare ia game fora mrtg leader ony. There are ey prc flo, mo ping ich isthe arateg of atacking yourself and mothe enemy. 55 ‘Chapter 8. Principles ofofensive wartare fev vara game No, or No. 3compayin 2 Tee ping tind vas erent in the eae’ sen and ata ht poi. Cl Chapter. Princils of anking warfare ‘The mst innowatve for of marketing warfare faring (verte yan st of te getting axes he See ikig mee. 8 Chapter 10 Principles of queria wartare os ofthe plein making ar sol be peli Sealer onan ane igh sues longs t ty cmt gins ine Bel ut i Coats ‘Chapter 11. The cole war Pea wining the cl a with ach Cca (ae mj ren tat Caeser efecinyuiig irae aes i Chapter 12. The ber war Te ber aie iin te proces of coin, fn ‘bundeds of local breweries down toa haedful of national ones. Aa time ven he rcpt hl oe thc, hey ae ing je ops 7 Chapter 13 The burger war ‘Mba’ comin to doin the barge basins, bat Burge King and Wend’ ane made proges ing sme of the das principe of maring var. i ‘Chapter 14. The computer war Nab plas the making are game wl Bi Bl a ven BM canons face went ona bateroud it es wn i Chapter 15. Strategy and tactics As fora id ofc, sag sl fl ati Tati the achiement of access isthe inate and ay olf tate Sate hd Be del f t Sotiom up, the op down. nl a ee with ep ni ‘at knonicigofwt apes nth tll ina Posie wdeeop an eie sa. w Chapter 16. The marketing general snes ny ries ou for more fel marl, moe people lg tae repos for ping and dieing al takeing progan. Key ates for fre mate ee rab ae ey, mena courage, and bodes... 35 Index The strategic square, ic Cy ‘vee , Defensive marking warfare isfor market leaders. fiesive marketing warrior No. compas Fanking mating warfare for smaller compas Goel marking wars for Joel oejonal comps. Defensive warfare, Offensive warfare, = 1. Only the market leader should |. The main consideration i the strength consider playing defense, ofthe ad's poston, 2.The best defensive sttegy isthe 2. Finda weakness in the leader's strength courage to attack yourself. and tack at that pin 5. Stn competitive moves should 3. Launch the attack ona now alvays be blocked a fon as pose Flanking warfare, Guerrilla warfare, @°~s s Wie: , a 1 1A good aking move mst be made | Find segment ofthe mat ino an uncontested ae small enough defend 2 Tasca suprise ought be an 2. Nomater ow sues you bene important element ofthe plan. neve acti the ead 3, The pursitisas cris the 3. Be prepared to ugou ata atack ise ‘moment's notice, tens th pric of basis cmp ich ilo 8 coi man es nd cites, Kal we Cevia Introduction: Marketing is war Thebes book on marketing was ot writen by a Hanard profs, Nor yan alumnus of General Motos, General Beco een Procter Canble Werth the best book on marketing was writen bya seed Pras ener Karl von Clase. Enid On Wa, the 1882 book outines the strategic principles bein all ces ars Clase vaste reat philosopher of ar Hides anceps hae lased more than 150 yas. Tay, On Worse quoted at places ke West Poi, Sndbur, ‘and St. Cyr, ‘War has changed dramatically since On War was ist pabled, The nk, the alae, the machin gun, and best of rew weapons have been introduced. Yet the ik of Csi are sls eran oa they were in the nineteenth century ‘Weapons may change, bu warfare ise as Clausewitz as fino eon isbased onto immutable car Theis sige itesn Oh Wir tt dst hae det rdeasce nite rainy ree Ae Dat, ‘Wor beings tote ree df sess angen The eran Marat cites ene tenga araey sn ose won mised srg caste reo Ss tat ea he price dae poser amo mmstond capetin} 1 taco Mating Ma tess strate and acs. Hs cea xpostion ofthe strat pins of var ark to ude iar com andes el into the tens century, “Marketing needs a new philosophy ‘The classic definition of marketing leads one to believe hat marcting has todo with ashing consumer needs anivans Marketing is “human activity dneted at saishng ‘needs and vans through exchange process," sys Philip Kar of Nodes nei Marketing is the performance of busines activites that direct the Bow of goods and seis from producer to cose” the Amen Marketing Asotin Marketing is “the performance of those atts hich seek o accomplish an organization's objectives by anticipating customer or cen needs and directing flow of ned-stsfng goods and services fom producer to custome or cen," ys E, Jerome McCarthy of Mich- an State University Feros be mos complete explana ofthe and ants theory isthe defton provided by Jo A. ‘Howard of Columbia University in 1973. Marketing, says Mr. Howard, isthe proces of (0) denifing customer reeds, (2) conceptualizing those needs in terms of an organization's capaciy to produce, () communicating that concepuazaton tothe appropriate las of power in the organization, (4) conceptualizing the consequent tpt inter of the cusmer ees eater idee, lode Matting War 3 and 6) communicating that coneptualation tothe cose Are thst fie stepson the oad to marketing su ces? Would identifi, conceptual an com uric help Anercan Motors compete sucess with Geel Motors, Ford, and Ce? Let ane Tay ta, Dats, Hon, andthe ret ofthe imports? Letsay American Motors develops a product stat cy based on ientiing customer needs. The result abel of produc identi ths of Genera Mus wich spend ions of dls researching the sae mata to identify those same customer eed, [sts mareting al abut? The victor belongs tothe that does beter job of marketing research? Clay meting s wong When Aneran Motors pore cstomer neds, the companys mich ore suc ces Te Jp, product borrowed fromthe ata, isa vier, American Motors pasenger cars are ses Nofoes groups ikl to fave conjured up the Jeep. Nor isidenifing castomer neds ely o help an ao- ran compte wih leader ‘Becoming customer-oriented Mbkeing people rationally have been customer cot ver and oer agin they have warned manage en ob caster rater than proction-inted Fhe sne Worl War King Casomer as reigned spree inte word of marketing Gor Mrs as toro ance rm te ity icing acs vasmd te Heer edt Celene OM sess, Becase fic ei pres towee: De Hnmer najbeashatem aca, rin: Mari Wa But it’ beganing to lok ie King Customers dead Andie marketing peopl ave bee liga cope to top management Compas who have dil followed the drecions of thir mareting experts have sen ions of dolars iappar in vant but distrous comer ined inte 18205, uses es forts prodstiara Tosee how we got ino ths predicament, you have to go back tothe ents when busines wa productionor- ote, This was the eydayof Henry “You Can Have Any (olor You Want As Long As’ Bak” Ford In the production era, busines dsconered adet- ing “Mas adersing creates mas demand which mates sas production posible,” said the adhering exper. Inthe altermath of Word War I the aig come panies became csiomer rented. The marketing expert vas in charge and the prime minister was marketing research Inte 1850s bs became cstnecrenad Bt today very companys customer-reted. Know ing what the cusiomer want ist too hep if a donen cher companies re already ering the sane customer's wants. American Motors's problem is not the customer, Ameran Motos’ problem is General Motors, For, nner, andthe imports. Becoming competitororiented Tobe sucess toy, company must become compet- itororentd, I mus ok fr wea pois in the ptons of its competiors and then launch marketing atacks ned: ara War 8 agin those weak pins, Many recent marking sucess stories illustrate this. For eanple, wie ohers wre losing lions inte computer busines, Dgtl Equipment Corporation vas ain milios by exploiting IBM's wakes in small computers Simi, Savin established a sucesulBeachead in snl, inexpensive copiers, a weak point in the Xerox tnyp And Peps tok advantage ofits sweeter tae to chak lenge Coe in te hoy contested cola markt. A the same tin, Burger King was mang progres aginst MeDona's with is “brig ot ig” atak, There are those who would sy tha a welhoughtout alt plan alvays inde section on he competi ton. Indeed it oes. Usually oard the back ofthe plan inasectonemited "Compete Evan," The major partofthe plan usualy spel ou the marketplace is are ios segments, anda myriad of customer research sati- ts crfaly gleaned from endless focus groups, ts panels concept and markt ess, The marketing plan ofthe future Jnthe marketing plan ofthe future, many more pages wil be deat othe competion. Ths plan ileal diet ach paricpan inthe maretplace. Ill deep 2st of compitve weakness and strengths swells. pla of action to ther explo or defend azn them There might ven come ada when this plan il con- tin dose on each ofthe competitor key mareing Teta sess mst become conptarartad Ths s rarer rows hen his tok ws fst pubied 20 yeas aga, A gone procs rt goad era fr sucesso ‘ots meee, seed amped eg cn cin pide re Yoie gate ere