Zenith Computer Terminals

823 Words Sep 7th, 2012 4 Pages
Positioning: The Battle For Your Mind by Al Ries and Jack Trout
An insightful look into the challenge of positioning your product in the prospect's mind.
Chapter List
Chapter 1. What Positioning Is All About
Many people misunderstand the role of communication in business and politics today. In our over communicated society, very little communication actually takes place. Rather, a company must create a “position” in the prospect’s mind. A position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well.
Chapter 2. The Assault on the Mind
There are just too many companies, too many products, too much marketing noise. The per-capita consumption of advertising in
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Tylenol, for example, repositioned aspirin.
Chapter 9. The Power of the Name
The most important marketing decision you can make is what to name the product. The name alone has enormous power in an over communicated society.
Chapter 10. The No-Name Trap
Companies with long, complex names have tried to shorten them by using initials. This strategy seldom works.
Chapter 11. The Free-Ride Trap
Can a second product get a free ride on the advertising coattails of a well-known brand? In the case of products like LifeSavers gum, the answer is no.
Chapter 12. The Line-Extension Trap
Line extension has become the marketing sickness of the past decade. Why it seldom works.
Chapter 13. When Line Extension Can Work
There are cases, however, of successful line extension (GE, for example.) A discussion of when to use the house name and when to use a new name.
Chapter 14. Positioning a Company: Xerox
Xerox owns the copier position. But as Xerox moves into the office automation field, how should the company be positioned?
Chapter 15. Positioning a Country: Belgium
The answer to the problems of a national airline like Sabena Belgium World Airlines is to position the country, not the airline.
Chapter 16. Positioning an Island: Jamaica
“Sand and surf” has become a visual cliché for all Caribbean islands. How do you establish a unique position for one of them?
Chapter 17.

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