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Más de Associação Portuguesa dos Profissionais de Marketing(20)


30 frases sobre Marketing de Philip Kotler

  2. You should never go to battle before you’ve won the war on paper. The good news is that Marketing takes an hour to learn. The bad news is that it takes a lifetime to master.
  3. Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.
  4. Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.
  5. Every business is a service business. You are not a chemical company. You are a chemical services business. Does your service put “ a smile ” on the customer’s face?
  6. Your company does not belong in any market where it can’t be the best. Within five years, if you’re in the same business you are in now, you’re going to be out of business.
  7. The Research and Development department — not the sales department --- should be held accountable for a product’s success. Who should ultimately design the product? The customer, of course.
  8. I don’t care what happened to your profits. Have you improved your share of the customer’s mind and heart this year? It is no longer enough to satisfy your customers. You must delight them.
  9. I would rather improve my business every day than depend on a breakthrough every year. Today you have to run faster to stay in the same place. The future isn’t ahead of us. It has already happened. Unfortunately it unequally distributed among companies, industries, and nations.
  10. Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it. It’s more important to do what is strategically right than what is immediately profitable.
  11. Commodities are simply products waiting for a redefinition. There is no such thing as a commodity. It is simply a product waiting to be differentiated. If you can differentiate a dead chicken, you can differentiate anything.
  12. The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
  13. The only way to serve your company’s interest is to serve your customer’s interest. Don’t buy market share. Figure out how to earn it. I think it is harder to be a market leader than a market challenger.
  14. Marketing is the homework that we do before we have a product. If it takes three years to develop the product, it won’t be the right product.
  15. Marketers influence demand by making the product appropriate, attractive, affordable, and easily available to target consumers.
  16. Marketing thinking is shifting from trying to maximize the company’s profit from each transaction to maximize the long-run profit from each relationship.
  17. It has become increasingly important for marketing professionals to speak the language of the CFO. A financial background allows marketers to better quantify the anticipated impact of any campaign, which in turn aids in greater buy-in.
  18. Cost is of no importance in setting the price. It only helps you to know whether you should be making the product.
  19. Marketing’s future lies in database marketing where we know enough about each customer to make relevant and customized offers to each.
  20. Every company needs two marketing departments, one that has mastered the tactics of getting rid of today’s products and the other that has mastered the strategy of imagining tomorrow’s products.
  21. The aim of selling is to satisfy a customer need; the aim of marketing is to figure out his need. All customers are important but some are more important than others.
  22. Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match. The three F’s of service marketing – be fast, flexible, and friendly.
  23. The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.
  24. If markets are to be segmented and cultivated, they must meet certain requirements. Segments must be Measurable, Substantial, Accessible, Differentiable, and Actionable.
  25. Integrated marketing communications are a way to examine the entire marketing process from the point of view of the receiver.
  26. Underestimating chaos can lead to strategies that neither defend a company against its vulnerabilities nor allow it to take advantage of the opportunities arising from chaos.
  27. There is an immutable conflict at work in life and in business, a constant battle between peace and chaos. Neither can be mastered, but both can be influenced.
  28. If the marketer does a good job of identifying consumer needs, developing appropriate products, and pricing, distributing, and promoting them effectively, these goods will sell very easily.
  29. Too much of today’s marketing is 1P marketing. Companies mainly concentrate on promotion and sales and disregard product, price and place (distribution). This results in ineffective marketing.
  30. Every company should work hard to obsolete its product line…before competitors do. The major cause of company failure is company success.
  31. Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors. Thank You Very Much Sompong Yusoontorn