Marketing is a
products, and so the
takes preference over the marketplace. All truth is relative – people
believe what they want to believe. What people perceive to be true that is
The task of
marketers is to establish or change consumer
perceptions, because if they don't they will not win the battle.
Great ideas or products are one thing; getting
them into the minds of others is another. And once a mind is made up, then
it is difficult to change it. Once perceptions are established, people's
minds don't change fast.
The reason why there are
winners in markets is not because of product
superiority – products, services, technologies and processes can be copied
by your competitors. Attributes don't make winners, perceptions do. It's
think that counts, not what researchers say. Study
are formed in the mind and focus your
programs on them.
Positioning of your