Essay About Principles Of Marketing And Like Storm-Swept Lighthouses

Philip Kotler – Principles of Marketing
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Markets are changing fast. New markets are emerging, trading blocks are
extending and communications channels about products and selling them are
changing at a revolutionary pace. The signs of this change are everywhere in this
text. Many people will use Principles of Marketing alongside its associated CD-
ROM, Interactive Marketing. An increasing number of references are now Web-
site addresses that anyone can access from their PC. Yet amid this turmoil some
issues remain the same. Products change continuously, but the great brands shine
through like storm-swept lighthouses: Coca-Cola, Nokia, Sony, BMW, Saab and
Shell, to name but a few.
Marketing is changing to meet the changing world. Marketing remains the
business activity that identifies an organizations customer needs and wants,
determines which target markets it can serve best and designs appropriate prod-
ucts, services and programmes to serve these markets. However, marketing is
much more than an isolated business function – it is a philosophy that guides the
entire organization. The goal of marketing is to create customer satisfaction prof-
itably by building valued relationships with customers. The marketing people
cannot accomplish this goal by themselves. They must work cJosely with other
people in their company and with other organizations in their value chain, to
provide superior value to customers. Thus, marketing calls upon everyone in the
organization to think customer and to do all that they can to help create and
deliver superior customer value and satisfaction. As Professor Stephen Burnett
says: In a truly great marketing organization, you cant tell whos in the marketing
department. Everyone in the organization has to make decisions based on the
impact