User talk:Liliamironova

'Billions of dollars have been spent in vain on marketing programs that previously were bound to fail, no matter how much they were smart and shiny, or how well they are funded. Many managers believe that a well-designed, well-made and well-funded by a marketing program certainly will work, but this is not always true. No need to go far for examples - just look at IBM, General Motors and Sears, Roebuck. '' Methods and technologies that use the company Sears, Roebuck, may have been correct, and sometimes even spectacular. And certainly at GM for marketing programs meet the best and the smartest managers. Everyone knows that the best and most intelligent people traditionally work in the biggest and the best companies, such as IBM and General Motors. The only thing that marketing programs are based on erroneous assumptions. John Kenneth Galbraith (John Kenneth Galbraith) a question on the perception of America's largest corporations of the country, said that the Americans are afraid of the power of corporations. Today everything has changed, and we fear corporate incompetence! ''' All companies are in trouble, especially large companies. General Motors - is a good example. Over the past 10 years, the company has paid a terrible price for the destruction of personality of their brands. (It is assigned to different brands of cars close rates, and their appearance has become almost the same). Shares fell 10 points, which represents a loss of $ 10 billion a year in sales. Problem General Motors was not in competition, but competition has intensified. This problem was not the quality problem, although the quality of the products General Motors was far from ideal. The problem, certainly, has been associated with marketing. Today, when the company stumbles, she immediately heard breathing behind its competitors, because they do not walk, and run in modern business. To regain the lost business, the company has to wait for the others stumble, and then to try to understand how to use this situation. So what should you do first of all, to avoid mistakes? The simple answer to this question is - make sure your programs are built in accordance with the laws of marketing. (Although we have defined our ideas and concepts of the term "marketing", they are useful no matter at what position you are running and what product or service your company sells). What are these marketing laws? And who brought them to Mount Sinai carved on stone tablets? The basic laws of marketing make up the content of this book. But who talks about them? As the two guys from Connecticut have discovered what you do not notice the thousands of other people? There are, after all, a lot of sophisticated marketing practitioners and theorists. Why do not they see that, in our opinion, so obvious? The answer is simple. We understand that no one wants to admit that there are laws of marketing - and even more immutable. But there are laws of nature, so why not be laws of marketing? You can build a beautiful-looking plane, but he did not get off the ground, if its design you do not take into account the laws of physics, especially the law of gravity. You can build an architectural masterpiece on the sand dunes, but the first hurricane will carry your building. From this it follows that you can create an excellent marketing program, which suffers a disaster due to the fact that you did not know of only one of the set of immutable laws of marketing. Perhaps it is human nature - not to recognize that not all of it is subject. Therefore, most businessmen believe that everything is achievable, it is necessary only to make enough energy, creative ideas and determination. In addition, enough money to spend. Once you are ready to recognize that there are laws of marketing, you can easily understand what they are. In fact, they are obvious. We have over 25 years studying that marketing works and what does not. We have found that effective programs are almost always in tune with the main current of the market forces. In our books, articles, speeches and video-films, we analyzed in detail the principles of marketing. We have developed a strategic model of the marketing process, including a physical model of the human mind, for the promotion of which we have used the term "positioning". We have also developed a military model of the market, in which companies and brands are divided into defensive, offensive, flanking and guerrilla, according to their way of doing marketing war. As a result of many years of work on the principles and problems of marketing, we have formulated the essence of our findings in the fundamental laws that govern success and failure in the marketplace. We call these principles "The main 22 laws of marketing". Break them at your own risk.