Market first and to focus on the importance of brand.doc

 PAGE \* MERGEFORMAT 5 Market ‘first’ and to focus on the importance of brand Al Ries authoritative international experts in marketing strategy, ‘location’ co-founder of the theory, according to my last check, Google’s stock market reached 125 billion U.S. dollars worth more than General Motors and Ford, more than four times the sum. What makes Google the world’s most valuable brand? Last year, Google invested in marketing of only 5 million. (GM and Ford alone in the United States invested 6.4 billion U.S. dollars to do marketing.) Is what makes Google the stock market totaled 125 billion U.S. dollars? In accordance with the usual idea is: they provide a better product, because the design search engine Google even better. People often believe: ‘In business, only a better product or service will win’. The role of marketing Every marketing professionals should carefully consider this issue. If it is a better product will win the market, then the entire process of marketing’s role and function of playing what? How to create a better marketing products or services? Moreover, I am disturbed that the marketing industry looks towards the practice is making its own ‘how to solve all of the marketing problem? Provide a better product or service is the answer ‘direction. Recently, the American Marketing Association Foundation announced its 2005 Berry-AMA Book Award winners. The winners were: Patrick Barwise and Sean Meehan-’is to better’ ( ‘Simply Better’)’s author. What is the answer? Is to better? This is the answer? I do not think so. Take a look at which of the following scenarios is more likely to happen to you? Scenario a: has developed a better product or service in order to catch up with the market leader; scenario b: in a new category launch new brands to become the market leader, resisted the attempt to introduce hundreds of new brands or services in order to seize its position as the leading competitors. Scenario b is more in line with reality; scenar