Essay About Marketing Strategies And Air Of Marketing

Marketing Strategies by P. Kotler
Essay Preview: Marketing Strategies by P. Kotler
Report this essay
marketing strategies by P. Kotler
There are two kinds of companies: those who change and those who disappear.
1. Win Through Higher Quality
2. Win Through Better Service
3. Win Through Lower Prices
4. Win Through High Market Share
5. Win Through Adaptation and Customization
6. Win Through Continuous Product Improvement
7. Win Through Product Innovation
8. Win Through Entering High-Growth Markets
9. Win Through Exceeding Customer Expectations
A Company doesnt really have a strategy is it performs the same activities as its competitors,
only a little better. It is simply operationally more effective.
A business as having a robust strategy when it has strong points of difference from
competitors strategies.
Companies have finally managed to get their accounting departments to generate real numbers
on profitability by segment, individual customer, product, channel, and geographical unit.
Companies are now focusing attention on their most profitable customers, products, and
channels. They are formulating reward packages for their more profitable customers.
Most companies now outsource 60 percent of their activities and requirements.
Most buyers are showing a distinct preference for meeting salespeople on their computer screens
rather than in the office. An increasing amount of personal selling is occurring over electronic
media, where the buyer and seller see each on their computer screens in real time. Salespeople
are traveling less, and airlines are shrinking in size.
(p. 17)
Customers are increasingly choosing vendors on the basis of long-term value, not long-term
history.
Quality is when our customers come back and our products dont.
Marketing has the main responsibility for achieving profitable revenue growth for the company.
Marketing must identify, evaluate, and select market opportunities and lay down strategies for
achieving eminence if not dominance in target markets.
“the air of marketing is to make selling superfluous.” marketings task is to discover unmet
needs and to prepare satisfying solutions.
Marketing cannot be equivalent to selling because it starts long before the company has a
product. Marketing is the homework that managers undertake to assess needs, measure their
extent and intensity, and determine whether a profitable opportunity exists. Selling occurs only
after a product is manufactured. Marketing continues throughout the products life, trying to find
new customers, improve product appeal and performance, learn from product sales results, and
manage repeat sales.
“Marketing is far too important to be left only to the marketing department.” Any department
can treat customers well or badly, and this will affect their interest in the company. A customer
may phone the company and find it difficult to get information or reach the right party. The
product that is ordered may arrive in a defective condition because manufacturing standards were
loose