Marketing Strategies by P. Kotler

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 doesn't 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 don't.

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." ...marketing's 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 product's 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

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