...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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...The importance of marketing in Law Firms Introduction The importance of good and accurate marketing in the legal industry is growing as a response to the high competition among the industry and because of the innovations in technology. In the past, the common marketing practice among law firms to publicize their business and services depended exclusively on word of mouth. Over the years and due to the wide offering and competition among law firms, the above has radically changed and lawyers and law firms are now taking a more aggressive and proactive approach to market their firms and shopping their services within the market. Why should a law firm focus on efficient marketing strategies? Due to the fact that today lawyers live in a very competitive market place and clients are sophisticated, demanding and price sensitive, lawyers and law firms need to spend a great portion of their budget and time to think and determine the best way to provide upscale offering and services in order to get a competitive advantage and a wider market share. Creating value and offer a differentiated service and product are key factors for the law firms in order to get hired by clients. Every person that is part of the law firm should strive to offer a premium service sometimes in detriment of quantity. Since clients are price sensitive, having a better product than competitors create value and a competitive advantage for the law firm. Law firms should be selective when choosing work and clients...
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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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...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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...honor the National Registry List they will be fined up to amount of $11,000 dollars for their violation. Noted by (Bagner), (Evansburg), (Watson), and (Welch) ( 2003), the Article FTC’s “ Do-Not-Call Program passes Congress” and received funding the National Registry fees will be collected principally from Tele-marketers. Tele-marketers complained that the cost associated with the National Registry could reach into the millions of dollars including Federal Trade Commission or FTC’s fees and expenses, such as new equipment and operator training. However, Tele-marketing is a billion dollar industry so bear the cost and fees or get out of the business. The information technology for this act Do-Not-Call Implementation Act of 2003 was informed from the Internet, WorldWideWeb, plus updated equipment to protect Consumers and the Tele-marketers Company to uphold ethical issue of Consumers rights as a Nation Wide law with this Registry list and uphold...
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...Design of a Social Media Manager As the Internet continues to manifest itself into the central platform for a vast majority of retailers, the need for a well-versed marketing manager has developed a new target: social media. These new outlets can determine either marketing success or a quick marketing suicide if the correct individuals are not in place to manage and maintain the company accounts in the most respectable manner. It would be of the highest regard for a company to acquire an individual who emanated a legally sound capability to run these accounts. With the development of environments like SnapChat, Twitter, or Tumblr, seemingly limited but socially fruitful social media platforms, there begs a need for someone who is well versed in the legal necessities of mass marketing in a direct-to-the-consumer environment. Being able to push an advertisement quickly to an individual’s phone or tablet would potentially make for a very rapid sales environment on the front end. However, the legal ramifications of a misinterpreted ad, poor market analysis, or violating some level of privacy would require a more proactive approach to the potential legal issues caused by this form of placement. This can all be solved by having someone who is not only legal-minded, but able to function as the point of human interface for a corporation, bringing in a more personal feel to a brand (Denmark, 2013). The entire scope of social media requires an individual who can make the best case...
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...Disability Law Marketing Headlines Title: Internet Advertising: 6 Mistakes to Avoid Keyword: Internet Attorney Advertising Standing out in the realm of internet advertising can be tricky, but with the majority of households having access to the internet on either a computer or a cell phone, it’s the right choice. This article will walk you through the biggest mistakes advertisers make, and how to avoid them. Title: Strategy and the Disability Law Case Keyword: Social Security Disability Law Strategy Strategy is an important part of any case, even a seemingly cut and dried disability case. This article will help you develop strategies that work. Title: SSD Law Marketing Musts Keyword: SSD Marketing For Law Practice If you want your firm to be accessible...
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...ETHICS IN INTERNATIONAL MARKETING Ethics is the basic concept and fundamental principles of right human conduct. They are basically a mix of principles in order to do the right thing or to make the right choices that shape the decisions people or organisations make(Termpaper warehouse,2012).http://www.termpaperwarehouse.com/essay-on/Ethics-In-International-Marketing/53994. Today, law suits are filed against erring companies found wanting or in bridge of ethical standards which has increased the need of cautiousness in the way most companies project their image . It summarizes the natural rights and universal values of the equality of all men and women to the law of the land. It also covers concern for the natural environment, health and safety. Read more: http://www.businessdictionary.com/definition/ethics.html#ixzz28xWPwQco Ethics in marketing are the basic principles that governs the business practice of those involved in promoting their products to or services to consumers(Business dictionary.com). Sound marketing ethics however are those practices that do not impact negatively on the consumers. http://www.businessdictionary.com/definition/marketing-ethics.html Ethics has always been the bane of moral studies and value and has been in practice since the ancient times. (Napoleon,1804) in his 36 codes of conduct, noted that all citizens in France, irrespective of place of birth or social status is entitled to fair and equal treatment. As a branch of...
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...and other points of individual interest with the rest of the world or just a selected few. This is totally up to your personnel preferences. A growing trend is using Facebook as a social media marketing arena. There are several home-based and populated sites that are dedicated to the sale of items or services. It is through this newly established media power, that many entrepreneurial individuals have been able to establish themselves a social media marketing giants, and have gained much attention and income from being able to do so. This new ability is just a start of the technological marketing revolutions. Last year, 73 percent of Fortune 500 companies were active on Twitter, while more than 80 percent of executives believed social media engagement led to increased sales (Savitz, 2012). Social media has gained so much notoriety that “the average return on social (media) engagement was calculated to be between 3-5% (Walker, 2012). The most engaged businesses are reporting a calculated 7.7% business impact specifically from social (media) engagement, which is four times the performance of the lowest performers who only achieved a 1.9% estimated return” (Walker, 2012). This is why the social media market is a haven for future marketing success, and Facebook is a prime marketing component in that success. For Facebook to achieve and maintain the business dominance it has achieved in the virtual arena, it has adopted the core legal knowledge that is a necessity for...
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...Institutional Affiliation: Date: In the current century, it is evident that numerous changes have been observed in the law firm business. The traditional law firm practice model has as a result been passed by time and firms or any person attempting this model have always found themselves struggling in this dynamic market. The traditional law practice has also been marked by constant consternation as the law firm does not produce good results. The incorporation of the new law firm practice model is evidenced by the rising number of law firms over the years. This means that to start a firm in the 21st century, then you definitely have to use the business models applicable in the current century and not the ones that were used in the 19th century. With these, it follows that successful lawyers are those who have changed their modus operandi and embraced the latest legal practices, something that my friends and I would use to establish a successful law firm. The turning point in the establishment of the modern law practices came about as a result of the high court decision by the U.S Supreme Court (Bates & O'steen V. State Bar of Arizona, 1977) in (Munneke, 2012, p. 4). It is worthwhile noting that the success in the Law firm requires a proper identification of a legal niche to practice in. According to Munneke (2012), the competition that the law practice faces from other professionals necessitates the careful niche selection to make a firm successful (Munneke, 2012, pp...
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... Medina 1 Prof: LEG 100: Business Law 1 July 25, 2013 Medina 2 A few years ago I jumped on the social media bandwagon after being introduced to it by my father. I was always a little skeptical about social media because of all negative that I had heard about it. Now, I love it because there is a lot of positive about social media as far as I am concerned. Social media is an asset to marketing, and it is fun for personal use as well. I am fan of Facebook so I will discuss how it can direct consumers to a better source of purchasing. A Legally Astute Marketing Manager According to our text a legally astute manger has four components; a set of value-laden attitudes about the importance of law to the firm’s success; a proactive approach to regulation and legal issues; the ability to exercise informed judgment when managing the legal aspects of business; the appropriate use of legal tools and context specific knowledge of the law (Bagley, 2013, p. 11). The legally astute social media marketing manager has to take those components a step further. The legally astute social media marketing manager must embrace social media and its networking power to drive sustainable change in the business world. In his book...
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...Running head: SOCIAL MEDIA Social Media: Managing it from a Legal Perspective Angela Leon Professor Daniel Smith LEG100-Business Law I February 2, 2013 Social Media: Managing it from a Legal Perspective Discuss the four (4) components of a legally astute social media marketing manager who utilizes social media outlets for consumer transactions and how each component can mitigate the risk involved in doing business in cyberspace. The four characteristics of a legally astute manager, include an acceptance of how important the law is to the success of the organization, a proactive attitude toward legal issues and regulations the ability to use informed judgment when faced with decisions involving legal implications, and having the knowledge of specific laws, regulations, tools and resources. A social media marketing manager must be specific in these qualifications due to the fairly new concept of social media when comparing it to other avenues of marketing like television, print and radio. It is important for a social media marketing manager to understand the current laws that affect his company in regards to customer privacy, data mining, taxation and interstate commerce. This manager must take responsibility in understanding and following the various regulations involving his specific industry. This responsibility will be characterized by taking a proactive approach in conducting researching, working with the business's legal department...
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...idea of marketing. These are usually six different fundamentals such as, strategy for sound marketing, research for professional marketing, development for a world-class product, prices’ that are effective, motivation for promotion, and distribution that is appropriate. With a focus on the basic, makes for a successful outcome in competitive marketing. Even so, when business collides with Western (America) and China, differences in culture can become a problem. This becomes an issue that is more than just fundamentals. For a worldwide view, factors have to be considered in order to be successful. This factor would be culture. Cultural views and expectations are crucial in business. Westerner marketers have to come with the knowledge of awareness to the background of the culture, and in which the world they live in. This is the ability that can affect business ethics. USA and China have different ethical behaviors in the way they conduct business. The USA foundation of ethics is based on the origins of Puritan’s. They tend to be based on a foundation of traditional Judeo-Christian and Western socio theological laws and principles (Iseberg, S. 1999). This system is biblical in ethics and morality. Society is based on sovereign authority of moral, that being God. God as the sovereign, declared what was right and what was wrong. This was the bases on the development of providing a legal guideline for moral in a society. Philosophers focused on “natural law”, this...
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