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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Al Ries and Jack Trout's book "Positioning: The Battle for Your Mind".
This complete summary of the ideas from Al Ries and Jack Trout's book "Positioning: The Battle for Your Mind" shows how effective product positioning has an impact on the perceptions of the target market. The authors show how all of the elements of product positioning work together to create a unique market position, which is the key to better sales and becoming top-of-mind. By following their advice, you can learn how to narrow your market and start providing for specific customers.
Added- value of this summary:
• Save time
• Understand the elements of product positioning
• Increase product awareness
To learn more, read "Positioning: The Battle for Your Mind" to find your unique market position and get your product noticed.
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Seitenzahl: 32
Veröffentlichungsjahr: 2014
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Book Presentation Positioning The Battle For Your Mind by Al Ries and Jack Trout
Book Abstract
Important Note About This Ebook
Summary of Positioning The Battle For Your Mind (Al Ries and Jack Trout)
1.THE CONCEPT OF POSITIONING
2. PRODUCT NAMES AND POSITIONING
3. POSITIONING STRATEGIES
4. PERSONAL APPLICATIONS OF POSITIONING THEORY
Book Presentation Positioning The Battle For Your Mind by Al Ries and Jack Trout
Book Abstract
MAIN IDEA
Positioning is an organized system for creating product awareness in the minds of prospective customers.
Products which are positioned effectively are connected mentally to the perceptions of consumers in their target markets. Elements of positioning include the product’s name, its price and everything which is included in the total package. When all of these elements work together, they create – in the prospect’s mind – a unique market position for the product. That unique market position then translates into sales, because when people think of products in that industry, the well positioned product comes to mind first.
In practice, positioning suggests that products can be marketed more successfully if, instead of trying to be all things to all people, the product has a narrower marketing focus. Products that are specifically oriented to one specialist niche – or in other words that are positioned for that niche – can then put greater emphasis on serving that niche well.
The trick lies in establishing and maintaining a market position that nobody else is targeting
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Positioning The Battle For Your Mind (Al Ries and Jack Trout)
1.THE CONCEPT OF POSITIONING
Main Idea
Positioning is all about how your product or service is perceived in the mind of a prospective customer or client. Positioning is not what you do to a product, but how you can change the name, the price, the packaging or other elements to secure a worthwhile position in the prospect’s mind.
The basic goal of positioning is not to create something new and different, but to connect your product or service meaningfully to the mental perceptions that already exist in the mind of prospective customers.
Supporting Ideas
Most people naturally assume marketing wars between competing products occur in the open marketplace. In reality, however, marketing wars are won or lost in just one place - in the minds of prospective customers.
Every day, every consumer gets barraged by a vast amount of communication - newspapers, television, e-mail, the Internet, books, magazines, letters, etc. To cope with this barrage, people become selective about what they read or listen to. In effect, they filter out whatever they consider to be of no value, and give their attention only to those things they consider worthwhile.
The filtering process is highly selective. People will generally only accept new information that aligns with their previous perceptions, and reject anything that does not. In essence, they will see only those things they want to see, and reject everything else.
In product terms, people will only know one or two brands in most product categories. They will know about more products in their specific field of business expertise or in an area of special interest, but for general low-value categories, they will rarely know more than two brands.
Broadly speaking, people tend to remember:
Who was first.The first person to walk on the moon.The inventor of the telephone.The first person to fly the Atlantic.The first person to climb Mt. Everest.Who or what is largest or the market leader.The biggest car company.The biggest hamburger chain in America.The most common type of microcomputer.
