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[The Law of the Ladder] The marketing plan must be designed according to how the prospect positions the company on the market.

[The Law of the Ladder] The marketing plan must be designed according to how the prospect positions the company on the market. [The Law of the Ladder] The marketing plan must be designed according to how the prospect positions the company on the market.
The 22 Immutable Laws of Marketing
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The 22 Immutable Laws of Marketing
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All products are not created equal. There’s a hierarchy in the mind that prospects use in making decisions [...] The mind is selective. Prospects use their ladders in deciding which information to accept and which information to reject. In general, a mind accepts only new data that is consistent with its product ladder in that category. Everything else is ignored.

There’s a relationship between market share and [the company’s] position on the ladder in the prospect’s mind [...] Before starting any marketing program, [companies] should as themselves the following questions: Where are we on the ladder in the prospect’s mind? On the top rung? On the second rung? Or maybe we’re not on the ladder at all.

Then [companies] must make sure [their] program deals realistically with [their] position on the ladder.

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