POSITIONING

• Paperback: 213 pages
• Publisher: McGraw-Hill; 1 edition (December 13, 2000)
• Language: English
• ISBN-10: 0071373586
• ISBN-13: 978-0071373586
• Product Dimensions: 5.3 x 0.6 x 7.8 inches

Book Description
    20 years ago, writing a series of marketing and advertising the new thinking of the United States of America "the Advertising Age" magazine invited young marketing expert Rees and Trout, the total title is "positioning of the times". After a series of articles published, caused the whole industry sensation, positioning the marketing world lively topic that everyone is talking about, the hand out of the article reached 120000, thus creating the marketing theory of comprehensive innovation era.
   Over the past 20 years, positioning thought already win support among the people. To commemorate this great innovation, the original publisher 20 anniversary edition, the Chinese version of "localization" is translated from the new version.


About the author
     Ai Chis is one of the world's most famous marketing strategist, is Rees and Rees (Ries&Ries) chairman of consulting company, the company main business is to provide strategic choice of services for many famous enterprises headquartered in Atlanta, the United States of america. Ai Ris served as the United States of America Industrial Advertising Association (now the Business Marketing Association) chairman and New York advertising club president, chairman, he also served as the Andy Awards club. In 1989, the international marketing director awarded him the "higher marketing" award, 1999, "PR Week" to 100 PR expert of the most influential his twentieth Century title.


Blogger Review
     The difference between 1, A theory and J theory. J is JAPAN the Japanese model, the theory of A cherish a deep-seated hatred for Rees, so many negative cases are Japanese enterprises, A is AMERICA the United States of America mode. The core of theory A is "more narrow the better", on behalf of the case is Dell, Intel, microsoft.
     The core of theory J is "more width is better", the representative case is fujitsu. 2, the positioning is not starting from their own advantages, but starting from the customer's mind. The first luxury brand of coffee chain Starbucks, the first luxury water is Evian, first expensive car brand mercedes-benz. A particular example is the United States of America, a selection of ten safety car, Volvo's no go, but never mind, it takes the customer's mind. More money in 3, the company has expertise. For example, professional athletes to be higher than 5%-50% ten Decathletes achievement. In order to search engine for example, search the location is a minimum value of $150000000000, ALTAVISTA is the first to do a search, but it became diversified try, I can't find it. GOTO.com also disappeared. 4, when a targeted depreciation, you can close to another location. For example, in the United States, the pork was the same as beef, is taking the animal location, however, continued to fall with beef, chicken continued to rise, a lot of pork and chicken chose to stay the same strategy, gain vitality. 5, localization is an expression from mental, you must think of ways to capture the mind. Have a look the United States business school ranking, the first is the Northwestern University, its positioning is: the market; second is the University of Chicago, its positioning is: quantitative analysis; the third is Walton, its location is: finance; fourth is Standford -- positioning is: technology; fifth is a Harvard - Location management. Although they are all comprehensive university, but their target is clear, in fact, these schools early or selling the idea to the students. 6, how to find the word for your location? Rees's advice is to focus. Early cigarette is men and women can be pumped, so many cigarette advertising is a male and a female. Later, the first prominent location: Marlboro cigarette advertising picture is male, cowboy. CURVRS focus on female fitness, has now become the United States of America's largest fitness club. Positioning and focusing of Wong Lo Kat is a goal. 7, why can Obama success in the election? First is the positioning of the success, Obama's position is "change" (change). Then have a look some management guru, Rahm. Charan positioning is implemented, Drucker is equal to the management, Potter is competitive, Freedman is flat. The man = Clooney, beauty = Roberts, terminator = = Gore Schwarzenegger, global warming. 8, you need to develop a strategy, you need to spread this strategy. Paris spent a lot of money selling a "romantic", Rome market positioning is the "eternal", located South Korea selling is "shine" (actually South Korea does not shine, but it occupies this position). 9, a good location, is very important to give up. For example, airlines do not give up, only the United States southwest airlines had to give up, it only do business, economy class, domestic routes, abandoned freight, first-class cabin, foreign routes, it even with a model 737.
    So, those rivals such as Northwest Airlines, American airlines have disappeared. 10, China Company are a lot of false location, they are not good at focusing. Changhong has the largest TV makers, refrigerator, air conditioner, and later diversified to IT products. Chunlan was the largest air-conditioning manufacturers, and later was transferred to the motorcycle, heavy truck, TCL is what all do, Yunnan Baiyao expand to make toothpaste, which are not conducive to the targeted building. 11, for not the brand leader, a good positioning strategy is to do the opposite of. BMW is the antithesis of mercedes-benz. Mouthwash slobber is bad taste, like a drug, SCOPE choose to do the opposite, it said that he is a pleasant mouthwash slobber. TARGET is the opposite of WAL-MART, its location is cheap fashion. Pepsi is the opposite of Coca Cola. Baez Va Va is the opposite of Bobbi doll. Baidu is the opposite of GOOGLE. 12, how to resolve the contradiction focus and diversification brand positioning? Rees's advice is: develop a second brand law. Toyota launched the high-end brand, created second brand -- lexus. Lee Vivtorinox introduced for leisure clothing brand, created second brands -- DOCKERS (ha ha, I like brand), the present value has reached $1000000000. IT launched a cool fashion brand FCUK (ha ha, this is the brand I like). P & G has 21 second brands, each brand has a focusing effect. Global paradox of 13, location: bigger is to become a professional company, narrowing the focus range. Especially for the global Chinese brand, there are international in the name of good, corona, Qingdao. Chery CHERY, Lenovo's LENOVO is not good