Quotes on MarketingQuotes on Marketing

By Philip By Philip KotlerKotler

Quotes From Marketing Experts That Will Guide Your Business To Success!

Philip Kotler is one of the world’s

foremost experts on the strategic

practice of marketing, voted the first

leader in Marketing Thought by the

American Marketing Association.

He is the S.C. Johnson Distinguished

Professor of International Marketing

at the Kellogg School of Management at the Kellogg School of Management

of Northwestern University, and the

author of many influential books.

Including the 13th edition of

Marketing Management.

YOUR COMPANYYOUR COMPANY

"Good companies will meet needs; "Good companies will meet needs; great great companies will create markets.”companies will create markets.”

Too often, business leaders confuse highToo often, business leaders confuse highGrowth Growth with high performance. They may takewith high performance. They may takeunwise unwise risks in their businesses to maximizerisks in their businesses to maximize

Short Short –– or midor mid --term profitability…”term profitability…”

Underestimating chaos can lead to strategies that Underestimating chaos can lead to strategies that n either neither defend a company against its defend a company against its vulnerabilities nor vulnerabilities nor allow it to allow it to

take advantage of the take advantage of the opportunities arising opportunities arising from chaos.from chaos.

“There “There is an immutable conflict at work in life and in is an immutable conflict at work in life and in business, a constant battle between peace and chaos . business, a constant battle between peace and chaos . Neither can be mastered, but both can be influenced . Neither can be mastered, but both can be influenced .

How How you go about that is the key to successyou go about that is the key to success.”.”

“The future is not ahead of us . It has already happened. Unfortunately it unequally distributed among companies , industries , companies , industries , and nations .”

“It is more important to do what is strategically right than what is

immediately profitable.”

“Today you have to run faster to stay in place.”

“Many businesses are wisely turning their suppliers and distributors into valued partners.”

“Your company does not belong in “Your company does not belong in markets where it cannot be the best.”markets where it cannot be the best.”

“Successful “go -to-market” strategies require integrating retailers, wholesalers, and

logistical organizations.”

“The marketing organization will have to redefine “The marketing organization will have to redefine its role from managing customer interactions to its role from managing customer interactions to

integrating and managing all the company’s integrating and managing all the company’s customercustomer--facing processes.”facing processes.”

"There's a big movement to say, 'we're not just adding services "There's a big movement to say, 'we're not just adding services

to our business and our product, we're actually trying to design to our business and our product, we're actually trying to design

an experience.' You'll see that language being used. an experience.' You'll see that language being used.

We're We're in the in the experienceexperience design business."design business."

“Companies worry too much about the cost of

doing something. They should worry about

the cost of not doing it.”

Cost is of no importance in setting the price. Cost is of no importance in setting the price.

It It only helps you only helps you to to know whether you should know whether you should

be making the product.be making the product.

I would rather improve my business every day I would rather improve my business every day

than depend on a breakthrough every year.than depend on a breakthrough every year.

The major cause of company The major cause of company

failure is company success.failure is company success.

CUSTOMERS

“Good customers are an asset which, when well “Good customers are an asset which, when well managed and served, will return a handsome lifetime managed and served, will return a handsome lifetime

income stream for the companyincome stream for the company.”.”

“We are living in a world that is no longer facing a shortage of goods, but a shortage of customers.”

“It is no longer enough to satisfy your “It is no longer enough to satisfy your customers. You must delight them.”customers. You must delight them.”

“With the advent of the internet, customers are abl e to compare prices easily and this has raised the importance of pricin g among the 4Ps. That being said, branding is still crucial. Customers wi ll not necessarily go for

the cheapest brand. However, they are more than lik ely to buy their preferred brand from the retailer offering the lowe st price.”

“The internet will create the winner

and bury the laggards .”

“The most important thing is to forecast where

customers are moving,and be in front of them.”

“Our “Our job is to wake up the consumers. If we job is to wake up the consumers. If we become predictable, that’s not waking them upbecome predictable, that’s not waking them up .”.”

“Who should ultimately design the product? The customer, of course.”

“The best way to hold customers is “The best way to hold customers is to constantly to constantly figure out how to give them figure out how to give them

more for less.”more for less.”

“Every business is a service business. “Every business is a service business. Does your service put Does your service put ““a smilea smile ”” on the on the customer’s face?”customer’s face?”

“The best advertising is done by “The best advertising is done by satisfied customers.”satisfied customers.”

“The successful salesperson cares first for “The successful salesperson cares first for the customer, second for the products.”the customer, second for the products.”

We should think of owning a word or a phrase that helps to build customer We should think of owning a word or a phrase that helps to build customer

retention and loyalty. Look at how we buy the Mercedes because it's the best retention and loyalty. Look at how we buy the Mercedes because it's the best

engineered car. We buy a BMW because it's the best driving performance. We engineered car. We buy a BMW because it's the best driving performance. We

buy the Volvo because it's the safest automobile. A lot of these companies buy the Volvo because it's the safest automobile. A lot of these companies

lose that edge too, but they don't lose the lose that edge too, but they don't lose the impressionimpression."."

"There are still too many CEOs who identify marketing with "There are still too many CEOs who identify marketing with

selling and advertising. But marketing has evolved to be not selling and advertising. But marketing has evolved to be not

only product centered but only product centered but customer centeredcustomer centered.” .”

Every business is a service business. Every business is a service business.

You You are not a chemical company. are not a chemical company.

You You are a chemical services business.are a chemical services business.

I don't care what happened to your profits. Have you improved

your share of the customer's mind and heart this year?

MARKETING

Marketing is the delivery of Marketing is the delivery of experienceexperience..

“Marketing “Marketing takes day to learn. Unfortunately it takes day to learn. Unfortunately it takes a lifetime to takes a lifetime to master”master”

“If the marketer does a good job of identifying con sumer needs, developing appropriate products, and pricing ,

distributing, and promoting them effectively, these good wills sell very easily.”

"The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is eve rything

and the low -cost producer is the only winner."

"Building a brand is a roll-out process, not a drop everywhere in the world at

one time. The key to brand-building is to have something good that you roll-

out in a very intelligent way. Maybe even invisibly for a while because you

want to be under the radar screen of competitors."

“Marketing is not the art of finding clever “Marketing is not the art of finding clever ways to dispose of what you make. It is the art ways to dispose of what you make. It is the art

of creating genuine customer value.”of creating genuine customer value.”

“Integrated marketing communications are a way to examine the entire marketing process

from the point of view of the receiver.”

“Integrated marketing communications is a way of looking at the whole marketing process from the

view point of the customer.”

“Authentic “Authentic marketing is not the art of selling marketing is not the art of selling what you make but knowing what to makewhat you make but knowing what to make .”.”

Too much of today’s marketing is 1P marketing. Comp anies mainly concentrate on promotion and sales and disregard pr oduct, price

and place (distribution). This results in ineffecti ve marketing.

Marketers influence demand by making the Marketers influence demand by making the product appropriate, attractive, affordable, product appropriate, attractive, affordable, and easily available to target consumers.and easily available to target consumers.

“Today’s smart marketers don’t sell products; they sell benefit packages”

“Marketing is becoming a battle bases more “Marketing is becoming a battle bases more on information than on sales power”.on information than on sales power”.

“Don’t buy market share. “Don’t buy market share. Figure out how to earn it.”Figure out how to earn it.”

“Watch the product life cycle; but more important, watch the market life cycle.”

“Sell value, not price.”“Sell value, not price.”

"Today's smart marketers don't sell products;

they sell benefit packages. They don't

sell purchase value only; they sell use value."

Marketers influence demand by making Marketers influence demand by making

the the product product appropriateappropriate, , attractiveattractive, , affordableaffordable, ,

and and easily easily availableavailable to to target consumerstarget consumers..

We are saying you've got to understand and choose the customers you want to serve.

Don't just go after everyone. Define the target market carefully through segmentation

and then really position yourself as different and as superior to that target market.

Don't go into that target market if you're not superior.

“Marketing is the art and science of choosing target

markets and building profitable relationships with

them; it’s the art of demand management.”

“There is only one winning strategy. It is to “There is only one winning strategy. It is to carefully define the target market and direct carefully define the target market and direct a a superior offering to that target market.”superior offering to that target market.”

“If markets are to be segmented and cultivated, they must meet certain requirements. Segments must be Measura ble,

Substantial, Accessible, Differentiable, and Action able.”

“Establish channels for different target “Establish channels for different target markets and aim for efficiency, control, and markets and aim for efficiency, control, and

adaptability.”adaptability.”

“It has become increasingly important for marketing professionals to speak the language of the CFO. A financial backg round allows

marketers to better quantify the anticipated impact of any campaign, which in turn aids in greater buy-in.”

COMPETITORS

Our business practices are no different than Our business practices are no different than those of our competitors. But we are bigger, those of our competitors. But we are bigger, and thus more visible, so we get more flack.and thus more visible, so we get more flack.

“Poor firms ignore their competitors; average “Poor firms ignore their competitors; average firms copy their competitors; winning firms firms copy their competitors; winning firms

lead their competitors.”lead their competitors.”

You should never go to battle before You should never go to battle before

you've you've won the war on paperwon the war on paper..

“Competitive advantage is a company's ability to perform in one or more ways that competitors

cannot or will not match .”

"The worst thing is that if something works, your competitors are going to clone it "The worst thing is that if something works, your competitors are going to clone it

and before you know it anything that you had as a differentiator is imitated by the and before you know it anything that you had as a differentiator is imitated by the

others. So you're in the business of constant innovation. Constantly asking yourself, others. So you're in the business of constant innovation. Constantly asking yourself,

'Three years from now, what will our 'Three years from now, what will our differentiatordifferentiator be?'be?'

"We are not in a state of competition anymore; we're in a state of hyper"We are not in a state of competition anymore; we're in a state of hyper--

competition. So people are desperately looking for handles competition. So people are desperately looking for handles ---- functional functional

features, emotional appeals features, emotional appeals ---- that will draw people to their product.that will draw people to their product.

Urging Urging protectionismprotectionism to save your to save your

business is a sure way to lose it.business is a sure way to lose it.

Every company should work hard to obsolete

its product line... before competitors do.

The The Research and Development Research and Development department department -- --

not the sales department not the sales department -- -- should be held should be held

accountable for a product's success.accountable for a product's success.

“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.”

The future isn't ahead of us. The future isn't ahead of us.

It It has already happened.has already happened.

Thank You Very MuchThank You Very MuchSompong Sompong YusoontornYusoontorn