Marketing said the war.doc

 PAGE \* MERGEFORMAT 9 Marketing said the war The nature of the marketing war between the companies. Since it is a war, first thing to consider is the strength of the principle. Victory usually belong to a more powerful party. As Napoleon Bonaparte said: God was on more than one force. Marketing is also true. Each person to see the ‘invasion of Denmark to be 16 times the land area of Germany in their own’ will be shocked when the news and ridiculous. But they have no right Xerox ‘to enter the office automation, to achieve a leading position’ of the marketing strategy questioned until Xerox to pay billions of dollars in costs. Xerox was in office automation products, with annual sales of less than 20 billion, while IBM has already reached 40 billion U.S. dollars. Rees  Al Ries  with trout  Jack Trout  co-authored the ‘marketing war’ competitors are described in the standoff between the process of how to outwit, to clever to win. Winning Marketing analysis of the competitive environment we must first understand the warring parties or parties the balance of forces, as well as on our side Potential. The officers will not fine many times in their own strength challenge from an opponent. This is not a clear understanding of the marketing staff in mind. Any industry has a market leader - the highest share of the company, the market challenger - share the second and countless followers, those who fill a vacancy. Differences in the status of the different strategies of marketing warfare. Market challenger’s strategy is to focus on targeting the market leader and offensive. In fact, when the Challenger marketing problems encountered by the first reaction is to start thinking about their own weakness: price, variety, quality, sales personnel quality, technical strength, quality of service and sales channels. This is why the final result looked like they behave in the same position as market leader. Challenger should focus on the leadership body, the leader of t