Kotler on Marketing

• The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations.
• The internet will create new winners and bury the laggards.
• It is no longer enough to satisfy customers. You must delight them.
• It is more important to do what is strategically right than what is immediately profitable.
• Marketing is becoming a battler based more on information than on sales power.
• Today you have to run faster to stay in the same place.
• The most important thing is to forecast where customers are moving, and to be in front of them.
• Many businesses are wisely turning their suppliers and distributors into valued partners.
• Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.
• Don’t buy market share. Figure out how to earn it.
• Watch the product life cycle. but more important, watch the market life cycle.
• Who should ultimately design the product? The customer, of course.
• Your company does not belong in markets where it cannot be the best.
• The best way to get and keep customers is to constantly figure out how to give them more for less.
• Every business is a service business. Does your service put a smile on the customer’s face?
• Sell value, not price.
• Establish channels for different target markets and aim for efficiency, control and adaptability.
• Successful “go-to-market” strategies require integrating retailers, wholesalers and logistical organizations.
• Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer.
• The best advertising is done by satisfied customers.
• The successful salesperson cares first for the customer, second for the products.
• The marketing organization will have to redefine its role from managing customer interactions to integrating and managing all the company’s customer-facing processes.

(Sursa: Philip Kotler – “Marketing Management” ; poza )