From the course: B2B Marketing Foundations: Positioning
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Why it matters
From the course: B2B Marketing Foundations: Positioning
Why it matters
- In 1976, JVC introduced the VHS recorder into the then nascent home video recorder market. Marketed as an alternative to Sony's Betamax, this entry launched a classic marketing battle, the so-called Format Wars. Sony built their market plan on the value of quality. JVC and the VHS backers focused on three key messages, affordability, record time, and content availability. Despite the technical superiority of Betamax, consumers overwhelmingly voted with their dollars for VHS. They valued convenience and cost over quality. The message of quality only resonated with a small number of consumers and the marketing of VHS, built on cost and convenience, won out despite being second to the market and being backed by lesser-known brands. In our world of B2B marketing, few battles are as well-known as consumer ones like the Format or the Cola Wars, however, the same principles apply. Know your audience and connect with what they value. B2B buyers exchange their time and money, their two most…
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