...The 22 Immutable Laws of Marketing By Al Ries and Jack Trout Summary: 1) The Law of Leadership: It is better to be first than be better 2) The Law of the Category: If you can’t be the first in a category, set up a new category that you can be first in 3) The Law of the Mind: It’s better to be first in the mind than to be first in the marketplace 4) The Law of Perception: marketing is not a battle of products, it’s a battle of perceptions 5) The Law of Focus: The most powerful concept in marketing is owning a word in the prospect’s mind 6) The Law of Exclusivity: Two companies cannot own the same word in the prospect’s mind 7) The Law of the Ladder: The strategy to use depends on which rung you occupy on the ladder 8) The Law of Duality: In the long run, every market becomes a two horse race 9) The Law of the Opposite: If you’re shooting for second place, your strategy is determined by the leader 10) The Law of Division: Over time, a category will divide and become two or more categories 11) The Law of Perspective : Marketing effects take place over an extended period of time 12) The Law of Line Extension: There’s an irresistible pressure to extend the equity of the brand 13) The Law of Sacrifice : You have to give up something in order to get something 14) The Law of Attributes :For every attribute ther is an opposite, effective attribute 15) The Law of Candor : When you admit a negative, the prospect will...
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...cause to be heard or seen in public (film, etc) 4.6.13. communicate to the public 4.6.14. adapt the copyright work 4.6. Part IV material – Exclusive right to 4.7.15. make a copy of 4.7.16. cause to be heard or seen in public 4.7.17. communicate to the public the copyright work 4. How long does copyright last? 5.7. Work 5.8.18. published – 70 years from the end of the year in which author died 5.8.19. unpublished – 70 years from the end of the year of publication 5.8. Subject matter other than works 5.9.20. 70 years from the end of the year in which subject matter is first published or broadcast 5. Important concepts in Copyright Law...
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...Slide 1 | | | Slide 2 | | | Slide 3 | | The manufacturer, FJ wants to use the painting on some of its other products (tinned fruits, dried fruits) and on a range of novelty items that it sells. These items include a chef’s apron, fruit bowls and T-shirts but Micki was not told about these uses. | Slide 4 | | | Slide 5 | | Copyright subsists in the painting because it is an original artistic work. The owner of an original work had certain exclusive rights in relation to the work including the right to authorise others to make copies of the work upon terms. The first issue is to determine who owns the copyright. If micki owns the copyright, the second issue is what usage rights Ritzy and FY have. | Slide 6 | | Author of work: Person who creates the original expressions not the person conceived the idea.Qualified person: Australian citizen as well as person resident in Aust. | Slide 7 | | Micki is the creator of the painting. Thus, she is the author of the work | Slide 8 | | | Slide 9 | | READ UP THE CASE: Edsonic Pty Ltd v Cassidy (2010)!!! * Is the author an employee?NO! * If author is employee, was the work pursuant(created according) to the contract of employment? Section 35(6) provides:where a literary , dramatic or artistic work to which neither of the last two preceding subsections applies, or a musical work, is made by the author in pursuance of the terms of his or her employment by another person under a contract of service of apprenticeship...
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...STANDARD PATENT * Standard Patent - 20 year monopoly no extensions are granted (except for pharmaceuticals inventions). * Patent Act provides that a patentable invention is an invention that, so far as claimed in any claim: 1. IS IT A MANNER OF MANUFACTURE? * A 'manner of manufacture' includes any new product or any new process that achieves an economically useful result. To be a manner of manufacture an invention must have a commercial or industrial application as opposed to a purely artistic one. * Product Improvements - If the invention is purely a new use for a existing product it will not be patentable. However, the invention of a new process which utilised existing products IS patentable. * Methods of treating human body - human beings and the biological processes for their generation cannot be patented. However, it is possible to patent a synthetically produced human DNA and human genetic material provided it is given a definite commercial use. * Non patentable inventions - The courts can reject an application for a patent on the grounds that it would be generally inconvenient. 2. WHEN COMPARED WITH THE PRIOR ART BASE AS IT EXISTED BEFORE THE PRIORITY DATE OF THAT CLAIMS - IS IT A NOVEL? * a previous patent will destroy novelty as it is part of the prior art base. * an invention will lack novelty if prior to the priority date the invention has been published or revealed in a document anywhere in the world. * An invention...
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...Introduction Green marketing claims can be a capable marketing instrument. Companies are progressively utilizing environmental claims as a part of of an endeavor to separate themselves and products from the other competitors hence, the lax regulations have led an extensive variety of green claims in the market, including statements about ecological sustainability, such as water and energy proficiency, animals and habitats conservation and recycling. These growing claims in the market has devaluated influence of statement and in the confidence of the consumer. Companies understands that consumers today have expanded familiarity with modern merchandises and their environmental effect. Green marketing claims are currently applicable to bigger household items to small household products, for example, washing machine and air conditioning to cleaners, nappies and even tissues. Numerous consumers consider environmental claims, for example water and energy proficiency, as a main consideration while accessing the product of purchase. Hence, it is vital that consumers are furnished with proper information to make well informed choices to reduce the growing cynicism in consumers, otherwise it would be unfair to the honest manufacturers. Companies which make green marketing claims ought to guarantee that their claims are logically solid and suitably sustained and consumers have the rights on such claims the company make and anticipate that these claims to be honest. In addition,...
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...file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html The 22 Immutable Laws of Marketing Al Ries and Jack Trout The 22 Immutable Laws of Marketing Violate Them at Your Own Risk Al Ries and Jack Trout Dedicated to the elimination of myths and misconceptions from the marketing process A DF Books NERDs Release THE 22 IMMUTABLE LAWS OF MARKETING. Copyright © 1993 by Al Ries and Jack Trout. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission Contents Introduction 1. The Law of Leadership 2. The Law of the Category 3. The Law of the Mind 4. The Law of Perception 5. The Law of Focus 6. The Law of Exclusivity 7. The Law of the Ladder 8. The Law of Duality 9. The Law of the Opposite 10. The Law of Division 11. The Law of Perspective 12. The Law of Line Extension 13. The Law of Sacrifice 14. The Law of Attributes file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html 15. The Law of Candor 16. The Law of Singularity 17. The Law of Unpredictability 18. The Law of Success...
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...BBA in Marketing Management Major in Marketing More than any other business discipline, Marketing deals with customers. Indeed, the heart of Marketing is building relationships with customers. Anyone involved with any facet of Marketing is concerned with providing customers with value and satisfaction. The concern is always with managing and improving the Current customer relationships and developing new relationships. This is accomplished by learning about and understanding customer needs and, in turn, developing products and services that respond to these needs while, at the same time, providing superior value. The Department of Marketing offers a wide variety of courses to meet the specific career orientations of students interested in any facet of the marketing process. The Department of Marketing has three distinct tracks: Marketing, International Marketing, Advertising and Marketing Communication. The requirements for the Marketing Track are as follows: Required courses: MKT 3400 International Business Principles MKT 3600 Marketing Research MKT 3605 Consumer Behavior MKT 5750 Marketing Strategy Four additional courses to be chosen from any offered by the department as follows*: MKT 3520 Advertising and Marketing Communications MKT 4120 Media Planning MKT 4130 Copywriting MKT 4151 Direct Marketing I: Strategies and Tactics MKT 4152 Direct Marketing II: Database Marketing; Managing Creative Process MKT 4410 International Trade Operations ...
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...domestic marketing decisions at PepsiCo and any company that operates in both domestic and global environments. Environmental factors such as economic interdependence, demographics, infrastructure, cultural conflicts, technology, social responsibility, political systems, and laws, such as The Foreign Corrupt Practices Act influence marketing strategy. The intent of this paper is to show how PepsiCo adapts its marketing strategy for global operations at its company. Economic Interdependence Global economic interdependence creates partnerships among businesses and is an environmental factor that affects the marketing of products internationally. Economic interdependence strengthens companies and allows companies like PepsiCo to expand to unchartered markets. To improve free trade, and reduce conflict, several trade and anti-trust laws impact global marketing strategy. Companies are dependent upon each other, by means of supplies, goods, labor, and other services. Developing a marketing strategy involves developing relationships with foreign nations and government agencies. Global economic interdependence has allowed many companies, in addition to PepsiCo to expand and market its products globally while offering something of value to the nations in which they operate. Demographics and Physical Infrastructure Demographics are important to PepsiCo for market segmentation, target, and positioning purposes; with youth as its target market. One goal in developing a marketing strategy...
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...Bernsen vs. Innovative Legal Marketing, LLC Final Project BUS 115 YMN1 Addie Stepp Hall Overview Actor Corbin Bernsen has filed a lawsuit against a Virginia Beach Company that has cancelled an agreement the two parties have made. Corbin Bernsen played Arnie Becker in the famous sitcom “L.A. Law”. Because of his acting success within the legal industry he was hired by Innovative Legal Marketing, LLC to perform some promotional work. However, Innovative Legal Marketing cancelled the one million dollar contract after one year due to the promotion only being successful in New York. The contract was supposed to be valid for five years. However, after the contract was cancelled, Innovative Legal Marketing continued to use Bernsen’s image on its website and even aired commercials that featured Bernsen. Even though Innovative Legal Marketing cancelled the contract, they were practicing illegal practices by continuing to use Bernsen’s image without his knowledge, consent and compensating him. Introduction There are many steps to take when it comes to the process of a contract and then having to sue someone if they act illegally within the contract. The first process in this case is determining the judicial process, what court to use. The second is determining if this case is part of the criminal law, or the tort law. The next step is looking into the contract to decide which side acted illegally and what should be awarded to those that were affected by the illegal...
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...INTRODUCTION TO MARKETING LAW Text books Varey et al, (2014) New Zealand Law for Marketers, Wellington, LexisNexis CCH Editors, (2007) Sales and Marketing Law in New Zealand. Auckland: CCH. S Frankel (2011) Intellectual Property In New Zealand (2nd edition) Wellington Lexis Nexis C Hawes (ed)(2014) Butterworths Introduction to Commercial Law (3rd edition), Wellington, Lexis Nexis INTRODUCTION Marketing law is a shorthand term for the legal rules, remedies and sanctions that impact on marketing activities. Marketing law has different origins, both statutory and common law There are also strong elements of self-regulation, in particular the Advertising Standards Authority. There are issues of marketing ethics that overlap with legal sanctions. |Ethical but Illegal |Ethical and Legal | |Unethical and Illegal |Unethical and Legal | ISSUES AND THEMES The law regulates the four elements in the marketing mix: Product, Promotion, Price and Place. This paper will concentrate on the first three elements by looking at 3 categories of marketing activities: • Protection for name and image – includes legal issues relating to the name, image, goodwill and reputation of a business. • Statements and representations – including product labelling,...
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...|ASSESSMENT DETAILS | |Unit Code |BSBMKG502B | |Unit Title |Establish and adjust the marketing mix | |Assessment No. |1 | |Assessment Title |Report – Evaluate and determine the marketing mix | |STUDENT DETAILS | |Student’s Name | | |Student ID No. | | |Group No. | | |Date of Submission | | |ASSESSOR DETAILS | |Assessor’s Name | ...
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...LAWS IN THE USA Name: Instructor: Task: Date: In many countries in the universe, laws are formulated to govern different activities. These laws are drawn from a wide range of sources, and they differ from one place to another. These laws define how individuals in a country relate to one another. Business is, however, governed by a different set of laws. This collection of laws gives different rights, sets out rules of engagement and provides a means through which oversight on trade and commerce can effectively be carried out. For a business to be carried out efficiently there are a various activities that need to be carried out, these include; recruitment of staff, marketing of products and selling goods and services, production, acquisition of raw materials and various activities involved in raising capital for business. All the above activities are complex and involve interactions at numerous levels with other individuals, businesses and the government. Laws to govern all this activities are hence very necessary as disputes may arise. To build a workforce requires business to employ people. This employment is governed by labor laws. Among other things, these laws contain terms for remuneration, hours that an employee is to work; they also have rights of each employee and laws that take care of compensation. Labor laws also set out the terms and conditions for hiring employees from foreign countries. The...
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...and Levine 2008). According to Katalin (2005), ethical conduct involves a person observing established and accepted principles of morality of his /her own profession. Ethics provides the rationale for deciding what is right or wrong in given circumstances. Ethical standards in a society form the basis on which the ethical standards of a profession are built. Sales profession of organisations is no exception to this rule. But growing competition among business organizations and industrial houses prompt them to resort to marketing and selling strategies, which many times appear unethical. It appears that organizations resort to any practice that props up their sales (Dobson, 1997). Even established organizations are falling prey to such temptations. Misleading advertisement about non-existing features in product, wrong assurances on quality and alluring and tempting promises on characteristics like durability have become commonly accepted norms of marketing strategies. Not surprisingly the consumers have reached a stage where they are forced to believe, rather decisively that sales ethics is an oxymoron (Hair et al.2009). An ‘oxymoron’ is a combination of oppositely meaning words in literature. For example ‘honest thief’ is an oxymoron. When ‘sales ethics’ are dubbed as oxymoron, it is quite evident that sales are perceived to be devoid of any ethics (Duska 2007). This article attempts...
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...Advertising & Marketing Law Marketing and advertising your products or services effectively is key to the success of your business. However, all businesses have a legal responsibility to ensure that any advertising claims are truthful, not deceptive and that your marketing activities don’t break the law. The Federal Trade Commission (FTC) oversees and regulates advertising and marketing law in the United States. These laws can potentially impact many areas of your business, including how you label your products, how you conduct email and telemarketing campaigns, any health and environmental claims you may make, as well as how you advertise to children. Below you will find links to useful FTC resources and guides that can help you understand these laws and how they apply to your business. * Truth in Advertising and Marketing Claims – Refer to this guide to learn how you can ensure your promotion activities are truthful and not deceptive. Areas covered include using endorsements in your marketing, advertising to children, “Made in the USA” labels and health and environmental claims. * Industry Guides – The FTC has some rules and compliance guides for specific industries including franchises, real estate, clothing manufacturers, and others. Check out this guide for information on laws that could affect your industry or business type. * Telemarketing – Learn how the National Do Not Call Registry and other laws impact your telemarketing efforts and how to...
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