\u0646\u062d\u0646 \u0646\u062e\u062f\u0634 \u0627\u0644\u0633\u0637\u062d \u0647\u0646\u0627. \u0625\u0630\u0627 \u0644\u0645 \u064a\u0643\u0646 \u0644\u062f\u064a\u0643 \u0627\u0644\u0643\u062a\u0627\u0628 \u0628\u0627\u0644\u0641\u0639\u0644\u060c \u0641\u0627\u0637\u0644\u0628 \u0643\u062a\u0627\u0628<\/a> \u0623\u0648 \u0627\u062d\u0635\u0644 \u0639\u0644\u0649 \u0643\u062a\u0627\u0628 \u0635\u0648\u062a\u064a \u0645\u062c\u0627\u0646\u0627\u064b<\/a> \u0644\u0645\u0639\u0631\u0641\u0629 \u0627\u0644\u062a\u0641\u0627\u0635\u064a\u0644 \u0627\u0644\u0645\u062b\u064a\u0631\u0629<\/p>\n\n\n\n \u0627\u0644\u0642\u0648\u0627\u0646\u064a\u0646 \u0627\u0644 22 \u0627\u0644\u062b\u0627\u0628\u062a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642<\/a> highlights the foundations of marketing and how to avoid violating these laws. Airplane innovators do not build airplanes without considering the laws of physics. However, many modern marketers attempt to market a fantastic idea without a foundation of marketing laws. The 22 Immutable Laws of Marketing aims to solve this problem by offering these fundamental laws. <\/p>\n\n\n\n Al Ries<\/a> founded his first agency, Ries Cappiello Colwell, in 1963 in New York City. That agency is now Ries, a global consulting firm with offices in Atlanta & Shanghai. Ries Cappiello Colwell also has affiliates across the world. Al Ries first rose to fame in 1972 when his three articles on a concept called \u201cpositioning\u201d were featured in the Advertising Age magazine. The positioning idea was voted by AdAge as one of the 75 most important advertising ideas of the past 75 years.<\/p>\n\n\n\n Jack Trout<\/a> was an owner of Trout & Partners, a consulting firm. He was one of the founders and pioneers of positioning theory and marketing warfare theory. Trout started his business career in the advertising department of General Electric. From there, he went on to become a divisional advertising manager at Uniroyal. Then, he joined Al Ries in the advertising agency and marketing strategy firm where they worked together for over twenty-six years.<\/p>\n\n\n\n As a leader, it is more effective to be first than better than your competitors. Additionally, it is also easier to be the first to get into your customers\u2019 minds than trying to convince them your product is better than the first. The authors call a product that isn\u2019t first a \u2018me-too\u2019 product. These products have little hope of becoming highly profitable. Instead, the leading brand in almost every category is the first brand into the customers\u2019 minds. This success is reinforced when items become named after a product, e.g., Coke. The benefit of being first to market can be removed if you get your timing wrong, though. For example, your \u2018first\u2019 could be too late for the market. <\/p>\n\n\n\n Examples of successful first-to-market companies:<\/p>\n\n\n\n Firsts can also be unsuccessful if they are fundamentally a bad idea. The authors offer an example of Frosty Paws. Frosty Paws released the first ice cream for dogs and had little-to-no success.<\/p>\n\n\n\n If your category already has a first, then you should seek to set up a new category that you can be first in. For example, Amelia Earheart was the third person to fly the Atlantic Ocean on a solo mission. However, this is not what she is well-known for. Instead, she is famous for being the first woman to complete this task. Therefore, you can become famous and successful by creating your own category. Again, the authors offer the example of IBM. IBM became highly successful as they were the first to mass-produce computers. To compete, DEC did not choose this category. Instead, they formed their own category by becoming the first to mass-produce minicomputers. In doing so, DEC also became highly successful.<\/p>\n\n\n\n Forget the brand as your main priority. Instead, think about the categories your product could dominate. <\/p>\n\n\n\n \"\u0627\u0644\u062d\u0642\u064a\u0642\u0629 \u0627\u0644\u0648\u062d\u064a\u062f\u0629 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646\u0643 \u0627\u0644\u062a\u0623\u0643\u062f \u0645\u0646\u0647\u0627 \u0647\u064a \u0641\u064a \u062a\u0635\u0648\u0631\u0627\u062a\u0643 \u0627\u0644\u062e\u0627\u0635\u0629. \u0625\u0630\u0627 \u0643\u0627\u0646 \u0627\u0644\u0643\u0648\u0646 \u0645\u0648\u062c\u0648\u062f\u064b\u0627\u060c \u0641\u0647\u0648 \u0645\u0648\u062c\u0648\u062f \u062f\u0627\u062e\u0644 \u0639\u0642\u0644\u0643 \u0648\u0639\u0642\u0648\u0644 \u0627\u0644\u0622\u062e\u0631\u064a\u0646.\" - \u0622\u0644 \u0631\u064a\u0633<\/p>\n\n\n\n It is impossible to change a customer\u2019s mind when their mind is made up. Therefore, the authors suggest you avoid wasting marketing money on attempting to change people\u2019s minds. Hence, you should aim to be the first in your customers\u2019 minds. Being first in the marketplace is only important because it increases your likelihood of being the first in your customers\u2019 minds. This is because marketing is a battle of perception rather than product. The solution is to make your product\u2019s name simple and easy-to-remember.<\/p>\n\n\n\n The authors explain there is no objective reality within the marketplace. Therefore, all that exists in the world of marketing are perceptions within the minds of your customers. Your marketing should exist for the sole purpose of manipulating these perceptions. Only by studying how perceptions are formed and focusing your marketing programs on those perceptions can you overcome your faulty marketing instincts.<\/p>\n\n\n\n The most powerful marketing concept is to own a word in the prospect\u2019s mind. This word should be a simple one that everybody uses. If you effectively utilize the law of leadership, then you can start owning a word. Your word should relate to your category. For example, IBM\u2019s word was \u2018computer.\u2019 Crucially, you cannot use the same word forever. Nothing lasts forever, so there will come a time when you should think about changing your word. Similarly, you should never choose a word already owned by somebody else. Once you have your word, you must go out of your way to protect it in the marketplace.<\/p>\n\n\n\n Words come in different varieties. They can be benefit-related (captivity prevention), service-related (home delivery), audience-related (younger people), or sales-related (preferred brand).<\/p>\n\n\n\n This law suggests two companies cannot own the same word in a prospect\u2019s mind. Therefore, the authors recommend you forget about using money to own a word somebody else already possesses. <\/p>\n\n\n\n Different brands will be placed on different rungs on a prospect\u2019s hierarchical ladder. Your marketing strategy should be based on the rung you believe you occupy within your prospects\u2019 minds. Prospects generally only accept information that makes logical sense when compared to the rungs of their ladder. <\/p>\n\n\n\n The authors explain you will tend to have twice the brand\u2019s market share below you on the ladder. Subsequently, you have half the market share of the brand above you. Seven is the maximum number of rungs on a ladder in the prospect\u2019s mind. However, you should not always aim to be the top rung on a ladder. For example, being third on a \u2018big\u2019 ladder might be better than being first on a \u2018small\u2019 ladder. This is a similar analogy to being a small fish in a big pond.<\/p>\n\n\n\n Every market becomes a two-horse race over the long-term. Hence, the seven rungs on the ladder will become two. The authors offer Pepsi and Coke as an example.<\/p>\n\n\n\n \"\u0644\u0627 \u064a\u062a\u0645\u062b\u0644 \u0627\u0644\u0646\u0647\u062c \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0648\u0627\u0642\u0639 \u0641\u064a \u062e\u0644\u0642 \u0634\u064a\u0621 \u062c\u062f\u064a\u062f \u0648\u0645\u062e\u062a\u0644\u0641\u060c \u0628\u0644 \u0641\u064a \u0627\u0644\u062a\u0644\u0627\u0639\u0628 \u0628\u0645\u0627 \u0647\u0648 \u0645\u0648\u062c\u0648\u062f \u0628\u0627\u0644\u0641\u0639\u0644 \u0641\u064a \u0627\u0644\u0639\u0642\u0644\u060c \u0644\u0625\u0639\u0627\u062f\u0629 \u0631\u0628\u0637 \u0627\u0644\u0631\u0648\u0627\u0628\u0637 \u0627\u0644\u0645\u0648\u062c\u0648\u062f\u0629 \u0628\u0627\u0644\u0641\u0639\u0644.\" - \u0622\u0644 \u0631\u064a\u0633<\/p>\n\n\n\n Shooting for first place in a two-horse relies on your ability to adjust your strategy depending on who is in first place. Your company should leverage the leading company\u2019s strengths into weaknesses. Present your prospects with the opposite of the essence of the leading company. Never attempt to emulate the leading company, as you must present yourself as an alternative to eventually beat them.<\/p>\n\n\n\n Your category within the market will not stay solitary. Instead, over time, your category will divide and become two or more categories. Each segment will have its own leader, and rarely the original category leader will also be the leader of the sub-categories. You can accrue success by addressing each emerging category with a different brand name. <\/p>\n\n\n\n \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0633\u0648\u0641 \u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0638\u0648\u0631. \u062a\u062d\u062f\u062b \u062a\u0623\u062b\u064a\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0644\u0649 \u0645\u062f\u0649 \u0641\u062a\u0631\u0629 \u0637\u0648\u064a\u0644\u0629. \u064a\u0648\u0636\u062d \u0627\u0644\u0645\u0624\u0644\u0641\u0648\u0646 \u0623\u0646 \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0637\u0648\u064a\u0644 \u0627\u0644\u0645\u062f\u0649 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u064a\u0643\u0648\u0646 \u0639\u0643\u0633 \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0642\u0635\u064a\u0631 \u0627\u0644\u0645\u062f\u0649. \u0648\u064a\u0642\u062f\u0645\u0648\u0646 \u0645\u062b\u0627\u0644\u0627\u064b \u0639\u0644\u0649 \u0632\u064a\u0627\u062f\u0627\u062a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0642\u0635\u064a\u0631 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0639\u062f\u0645 \u0627\u0644\u0634\u0631\u0627\u0621 \u0628\u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0627\u0644\u0639\u0627\u062f\u064a\u0629. <\/p>\n\n\n\n \u0633\u064a\u0643\u0648\u0646 \u0644\u062f\u064a\u0643 \u0636\u063a\u0637 \u0644\u062a\u0648\u0633\u064a\u0639 \u0645\u0644\u0643\u064a\u0629 \u0639\u0644\u0627\u0645\u062a\u0643 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629. \u0641\u064a \u0623\u062d\u062f \u0627\u0644\u0623\u064a\u0627\u0645\u060c \u0633\u062a\u0631\u0643\u0632 \u0634\u0631\u0643\u062a\u0643 \u0639\u0644\u0649 \u0645\u0646\u062a\u062c \u0648\u0627\u062d\u062f \u0646\u0627\u062c\u062d. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u0641\u0645\u0646 \u0627\u0644\u0633\u0647\u0644 \u0623\u0646 \u062a\u0628\u0627\u0644\u063a \u0641\u064a \u062a\u0648\u0632\u064a\u0639 \u0646\u0641\u0633\u0643 \u0639\u0646 \u0637\u0631\u064a\u0642 \u0625\u0637\u0644\u0627\u0642 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062e\u0633\u0631\u0643 \u0627\u0644\u0645\u0627\u0644 \u0641\u064a \u0627\u0644\u0646\u0647\u0627\u064a\u0629. \u0625\u0646 \u0645\u062d\u0627\u0648\u0644\u0629 \u062a\u0642\u062f\u064a\u0645 \u0643\u0644 \u0634\u064a\u0621 \u0644\u062c\u0645\u064a\u0639 \u0627\u0644\u0646\u0627\u0633 \u0644\u0646 \u062a\u0624\u062f\u064a \u0625\u0644\u0627 \u0625\u0644\u0649 \u0627\u0644\u0641\u0634\u0644. <\/p>\n\n\n\n \u064a\u0635\u0641 \u0627\u0644\u0645\u0624\u0644\u0641\u0648\u0646 \u0627\u0645\u062a\u062f\u0627\u062f \u0627\u0644\u062e\u0637 \u0628\u0623\u0646\u0647 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0633\u0645 \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0646\u0627\u062c\u062d\u0629 \u0648\u0648\u0636\u0639\u0647 \u0639\u0644\u0649 \u0645\u0646\u062a\u062c \u062c\u062f\u064a\u062f. \u0646\u0627\u062f\u0631\u0627\u064b \u0645\u0627 \u064a\u0639\u0645\u0644 \u062a\u0645\u062f\u064a\u062f \u0627\u0644\u062e\u0637 \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644. \u0647\u0630\u0627 \u0635\u062d\u064a\u062d \u0628\u0634\u0643\u0644 \u062e\u0627\u0635 \u0639\u0646\u062f\u0645\u0627 \u064a\u0643\u0648\u0646 \u0644\u062f\u064a\u0643 \u0645\u0646\u0627\u0641\u0633\u0629 \u062c\u062f\u064a\u0629 \u0636\u0645\u0646 \u0641\u0626\u062a\u0643. \u0628\u0634\u0643\u0644 \u0639\u0627\u0645\u060c \u0627\u0644\u0642\u0627\u0626\u062f \u0641\u064a \u0623\u064a \u0641\u0626\u0629 \u0644\u064a\u0633 \u062e\u0637\u064b\u0627 \u0645\u0645\u062a\u062f\u064b\u0627. \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u064a\u064f\u0641\u0636\u0644 \u062a\u0645\u062f\u064a\u062f \u0627\u0644\u062e\u0637 \u0644\u0623\u0646\u0647 \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0639\u0645\u0644 \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0642\u0635\u064a\u0631. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u0647\u0630\u0627 \u0644\u0627 \u064a\u0639\u0646\u064a \u0623\u0646\u0647 \u0633\u064a\u0639\u0645\u0644 \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644.<\/p>\n\n\n\n \u0639\u0644\u064a\u0643 \u0623\u0646 \u062a\u062a\u062e\u0644\u0649 \u0639\u0646 \u0634\u064a\u0621 \u0644\u062a\u062d\u0635\u0644 \u0639\u0644\u0649 \u0634\u064a\u0621 \u0645\u0627. \u0647\u0630\u0627 \u0647\u0648 \u0627\u0644\u0628\u062f\u064a\u0644 \u0644\u062a\u0645\u062f\u064a\u062f \u0627\u0644\u062e\u0637. \u064a\u0648\u0635\u064a \u0627\u0644\u0645\u0624\u0644\u0641\u0648\u0646 \u0628\u0627\u0644\u062a\u0636\u062d\u064a\u0629 \u0628\u062b\u0644\u0627\u062b\u0629 \u0623\u0634\u064a\u0627\u0621: \u062e\u0637 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u060c \u0648\u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u060c \u0648\u0627\u0644\u062a\u063a\u064a\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0645\u0631. \u0633\u064a\u0633\u0645\u062d \u0644\u0643 \u062a\u0642\u0644\u064a\u0644 \u062e\u0637 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0627\u0644\u062e\u0627\u0635 \u0628\u0643 \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u062a\u0648\u0633\u064a\u0639\u0647 \u0628\u0627\u0644\u0646\u062c\u0627\u062d.<\/p>\n\n\n\n \u0648\u0644\u0643\u0644 \u0635\u0641\u0629 \u0635\u0641\u0629 \u0645\u0636\u0627\u062f\u0629 \u0648\u0641\u0639\u0627\u0644\u0629. \u0643\u0645\u0627 \u0630\u0643\u0631\u0646\u0627 \u0633\u0627\u0628\u0642\u064b\u0627\u060c \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u062a\u062e\u0630 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\u0627\u0633\u062d\u0642\u0647\u0627!<\/a> \u0628\u0648\u0627\u0633\u0637\u0629 \u063a\u0627\u0631\u064a \u0641\u0627\u064a\u0646\u0631\u0634\u0648\u0643<\/p>\n\n\n\n\u0627\u0644\u0645\u0644\u062e\u0635<\/h2>\n\n\n\n
About Al Ries<\/h2>\n\n\n\n
About Jack Trout<\/h2>\n\n\n\n
\u0627\u0644\u0642\u0627\u0646\u0648\u0646 \u0631\u0642\u0645 1 - \u0642\u0627\u0646\u0648\u0646 \u0627\u0644\u0642\u064a\u0627\u062f\u0629<\/h2>\n\n\n\n
\n
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\u0627\u0644\u0642\u0627\u0646\u0648\u0646 \u0631\u0642\u0645 3 - \u0642\u0627\u0646\u0648\u0646 \u0627\u0644\u0639\u0642\u0644 3 - \u0642\u0627\u0646\u0648\u0646 \u0627\u0644\u0639\u0642\u0644<\/h2>\n\n\n\n
\u0627\u0644\u0642\u0627\u0646\u0648\u0646 \u0631\u0642\u0645 4 - \u0642\u0627\u0646\u0648\u0646 \u0627\u0644\u0625\u062f\u0631\u0627\u0643 \u0627\u0644\u0628\u0635\u0631\u064a<\/h2>\n\n\n\n
\u0627\u0644\u0642\u0627\u0646\u0648\u0646 \u0631\u0642\u0645 5 - \u0642\u0627\u0646\u0648\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632<\/h2>\n\n\n\n
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The 22 Immutable Laws of Marketing PDF, Free Audiobook, Infographic and Animated Book Summary<\/h2>\n\n\n\n
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![\"\u0645\u0644\u062e\u0635](\"https:\/\/www.getstoryshots.com\/wp-content\/uploads\/The-22-Immutable-Laws-of-Marketing-Free-Book-Review-Summary-Audiobook-Animated-Book-Summary-PDF-Epub-on-StoryShots-1024x1024.png\")
<\/figure>","protected":false},"excerpt":{"rendered":"