Philip Kotler Quotes

Marketing is a race without a finishing line

Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.

A good company offers excellent products and services. A great company also offers excellent products and services but also strives to make the world a better place.

The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity.

It is a capital mistake to theorize before one has data.—Sir Arthur Conan Doyle

No company in its right mind tries to sell to everyone.

The best advertising is done by satisfied customers.

if we do not change our direction,we are likely to end up where we are headed

George Loewenstein of Carnegie Mellon provides one of the simplest definitions of curiosity: the feeling of deprivation that comes from an information gap between what we know and what we want to know. Separately,

In the internet world, we know the f-factors: followers, fans, and friends.

Today’s economic landscape is being shaped by two powerful forces—technology and globalization.

The value decade is upon us. If you can’t sell a top-quality product at the world’s lowest price, you’re going to be out of the game . . . the best way to hold your customers is to constantly figure out how to give them more for less.—Jack Welch, Chairman, General Electric

promoters, who recommend the brand; passives, who are neutral; and detractors, who are unlikely to recommend the brand. The Net Promoter Score is measured by the percentage of promoters subtracted from the percentage of detractors. The key argument is that the ill effect of negative word of mouth reduces the good effect of positive word of mouth.

Marketing 5.0, by definition, is the application of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey.

There are three kinds of companies: those who make things happen; those who watch things happen; and those who wonder what’s happened.—Anonymous

The Internet has given customers more media choices and control over purchasing decisions.

In making purchase decisions, customers are essentially influenced by three factors. First, they are influenced by marketing communications in various media such as television ads, print ads, and public relations. Second, they are persuaded by the opinions of their friends and family. Third, they also have personal knowledge and an attitude about certain brands based on past experiences.

Random conversations about brands are now more credible than targeted advertising campaigns. Social circles have become the main source of influence, overtaking external marketing communications and even personal preference. Customers tend to follow the lead of their peers when deciding which brand to choose. It is as if customers were protecting themselves from false brand claims and campaign trickeries by using their social circles to build a fortress.

Thus, they do not need to understand the statistical and mathematical models in depth. However, marketers need to understand the fundamental ideas behind a predictive model so that they can guide the technical teams to select data to use and which patterns to find.

Negative demand — Consumers dislike the product and may even pay to avoid it. Nonexistent demand — Consumers may be unaware of or uninterested in the product. Latent demand — Consumers may share a strong need that cannot be satisfied by an existing product. Declining demand — Consumers begin to buy the product less frequently or not at all. Irregular demand — Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis. Full demand — Consumers are adequately buying all products put into the marketplace. Overfull demand — More consumers would like to buy the product than can be satisfied. Unwholesome demand — Consumers may be attracted to

This is the portrait of the future customers—connected yet distracted. A survey by the National Center for Biotechnological Information shows that the average human attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. This can be attributed to the massive and overwhelming volume of messages that constantly bombard our connected mobile devices and demand instant attention.

The inevitable consequence is that the wealthy become dominant. The wealthy set their own pay or the company boards pay very generously. Each company board, in hiring a new CEO, feels it must pay as much or more than the competitive companies pay their CEO, rather than using the firm’s earnings or share price or some other yardstick. In many sectors, especially in the financial sector, there is more collusion than real competition. The wealthy see their pay as describing their worth, and they rely on their wealth and political influence to defeat democratic measures to contain or tax them sufficiently. Democracy is therefore in danger of being destroyed by capitalism. Unless there is higher taxation on wealth and more regulation to promote real competition, democracy is subverted.8

Flow is an extremely potent response to external events and requires an extraordinary set of signals. The process includes dopamine, which does more than tune signal-to-noise ratios. Emotionally, we feel dopamine as engagement, excitement, creativity, and a desire to investigate and make meaning out of the world. Evolutionarily, it serves a similar function. Human beings are hardwired for exploration, hardwired to push the envelope: dopamine is largely responsible for that wiring. This neurochemical is released whenever we take a risk or encounter something novel. It rewards exploratory behavior. It also helps us survive that behavior. By increasing attention, information flow, and pattern recognition in the brain, and heart rate, blood pressure, and muscle firing timing in the body, dopamine serves as a formidable skill-booster as well. Norepinephrine provides another boost. In the body, it speeds up heart rate, muscle tension, and respiration, and triggers glucose release so we have more energy. In the brain, norepinephrine increases arousal, attention, neural efficiency, and emotional control. In flow, it keeps us locked on target, holding distractions at bay. And as a pleasure-inducer, if dopamine’s drug analog is cocaine, norepinephrine’s is speed, which means this enhancement comes with a hell of a high. Endorphins, our third flow conspirator, also come with a hell of a high. These natural “endogenous” (meaning naturally internal to the body) opiates relieve pain and produce pleasure much like “exogenous” (externally added to the body) opiates like heroin. Potent too. The most commonly produced endorphin is 100 times more powerful than medical morphine. The next neurotransmitter is anandamide, which takes its name from the Sanskrit word for “bliss”—and for good reason. Anandamide is an endogenous cannabinoid, and similarly feels like the psychoactive effect found in marijuana. Known to show up in exercise-induced flow states (and suspected in other kinds), this chemical elevates mood, relieves pain, dilates blood vessels and bronchial tubes (aiding respiration), and amplifies lateral thinking (our ability to link disparate ideas together). More critically, anandamide also inhibits our ability to feel fear, even, possibly, according to research done at Duke, facilitates the extinction of long-term fear memories. Lastly, at the tail end of a flow state, it also appears (more research needs to be done) that the brain releases serotonin, the neurochemical now associated with SSRIs like Prozac. “It’s a molecule involved in helping people cope with adversity,” Oxford University’s Philip Cowen told the New York Times, “to not lose it, to keep going and try to sort everything out.” In flow, serotonin is partly responsible for the afterglow effect, and thus the cause of some confusion. “A lot of people associate serotonin directly with flow,” says high performance psychologist Michael Gervais, “but that’s backward. By the time the serotonin has arrived the state has already happened. It’s a signal things are coming to an end, not just beginning.” These five chemicals are flow’s mighty cocktail. Alone, each packs a punch, together a wallop.

Người ta thường có ảo tưởng rằng có thể công nghiệp hóa một quốc gia bằng cách xây dựng các nhà máy. Không phải. Bạn công nghiệp hoá bằng cách xây dựng các thị trường.

Người ta thường có ảo tưởng rằng có thể công nghiệp hóa một quốc gia bằng cách xây dựng các nhà. Không phải. Bạn công nghiệp hoá bằng cách xây dựng các thị trường.

There are five ways technology can boost marketing practices: Make more informed decisions based on big data. The greatest side product of digitalization is big data. In the digital context, every customer touchpoint—transaction, call center inquiry, and email exchange—is recorded. Moreover, customers leave footprints every time they browse the Internet and post something on social media. Privacy concerns aside, those are mountains of insights to extract. With such a rich source of information, marketers can now profile the customers at a granular and individual level, allowing one-to-one marketing at scale. Predict outcomes of marketing strategies and tactics. No marketing investment is a sure bet. But the idea of calculating the return on every marketing action makes marketing more accountable. With artificial intelligence–powered analytics, it is now possible for marketers to predict the outcome before launching new products or releasing new campaigns. The predictive model aims to discover patterns from previous marketing endeavors and understand what works, and based on the learning, recommend the optimized design for future campaigns. It allows marketers to stay ahead of the curve without jeopardizing the brands from possible failures. Bring the contextual digital experience to the physical world. The tracking of Internet users enables digital marketers to provide highly contextual experiences, such as personalized landing pages, relevant ads, and custom-made content. It gives digital-native companies a significant advantage over their brick-and-mortar counterparts. Today, the connected devices and sensors—the Internet of Things—empowers businesses to bring contextual touchpoints to the physical space, leveling the playing field while facilitating seamless omnichannel experience. Sensors enable marketers to identify who is coming to the stores and provide personalized treatment. Augment frontline marketers’ capacity to deliver value. Instead of being drawn into the machine-versus-human debate, marketers can focus on building an optimized symbiosis between themselves and digital technologies. AI, along with NLP, can improve the productivity of customer-facing operations by taking over lower-value tasks and empowering frontline personnel to tailor their approach. Chatbots can handle simple, high-volume conversations with an instant response. AR and VR help companies deliver engaging products with minimum human involvement. Thus, frontline marketers can concentrate on delivering highly coveted social interactions only when they need to. Speed up marketing execution. The preferences of always-on customers constantly change, putting pressure on businesses to profit from a shorter window of opportunity. To cope with such a challenge, companies can draw inspiration from the agile practices of lean startups. These startups rely heavily on technology to perform rapid market experiments and real-time validation.

Крупные компании должны быть хорошими географами и знать основные городские агломерации в развивающихся странах, предоставляющие наилучшие возможности для реализации линеек их продукциию

marketing 5.0, por tanto, combina los elementos de la centralidad humana del marketing 3.0 y el impulso tecnológico del marketing 4.0.

The concepts in Marketing 5.0 are, thus, tools-agnostic. Companies can implement the methods with any supporting hardware and software available in the market. The key is that those companies must have marketers who understand how to design a strategy that applies the right technology for various marketing use cases.

The next tech is applied to help marketers to create, communicate, deliver, and enhance value across the customer journey. The objective is to create a new customer experience (CX) that is frictionless and compelling

We agree that technology should be leveraged for the good of humanity.

First build the cities, then build the states, and then hope that the nation will prosper.

En el proceso de decisión de compra hay tres factores esenciales que influyen en los consumidores: en primer lugar, la comunicación de marketing de las empresas en diversos medios, como los anuncios de televisión, la publicidad impresa o las relaciones públicas; en segundo lugar, las opiniones de sus amigos y familiares, y en tercer lugar, su conocimiento previo y su actitud personal hacia ciertas marcas por sus experiencias pasadas.

Random conversations about brands are now more credible than targeted advertising campaigns.

Today, innovation is horizontal; the market supplies the ideas, and companies commercialize the ideas.

With functional uniqueness being so elusive, marketing guru Philip Kotler suggested that firms focus instead on an Emotional Selling Proposition (ESP). In other words, that the task of marketing is to generate an emotional connection to the brand that is so strong that customers perceive difference from the competition.

A survey by the National Center for Biotechnological Information shows that the average human attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. This

YouGov BrandIndex reveals an interesting fact. McDonald's, for example, has 33 percent lovers and 29 percent haters, a near balanced polarization. Starbucks has a similar

Indonesia Mengajar offers a similar empowerment platform through education. It rigorously selects the country's top graduates, asking them to forgo potentially high-paying jobs in favor of teaching in remote village schools for one year.

According to Martha Barletta, a woman's decision-making process differs from a man's. Whereas a man's path-to-purchase is short and straightforward, a woman's resembles a spiral, often going back to previous steps to collect new information and to reassess whether moving to the next step is the right choice. Women typically spend hours in stores reviewing quality and comparing prices as well as hours researching online, while men typically limit their search and go after what they want as quickly as possible.

Based on a survey by MarkPlus Insight in 2015, about 74 percent of Indonesian women managed all the family finances—controlling even the income of their spouses—although only 51 percent of them were working.

According to the segmentation, there is a hierarchy of internet users, including inactives, spectators (people who watch and read online content), joiners (people who join and visit social media), collectors (people who add tags to webpages and use RSS feeds), critics (people who post ratings and comments online), and creators (people who create and publish online content).

The research revealed that mobile phones divert people's attention away from their current environments. It also discovered that the feeling of being able to connect to a wider network often inhibits people's abilities to be empathetic to others nearby. Therefore,

Traditionally, marketing always starts with segmentation—a practice of dividing the market into homogenous groups based on their geographic, demographic, psychographic, and behavioral profiles.

four P's: product, price, place, and promotion.

a connected world, the concept of marketing mix has evolved to accommodate more customer participation. Marketing mix (the four P's) should be redefined as the four C's (co-creation, currency, communal activation, and conversation).

But what distinguishes this new type of customer from other markets we have seen before is their tendency to be mobile. They move around a lot, often commute, and live life at a faster pace. Everything should be instant and time-efficient. When they are interested in things they see on television, they search for them on their mobile devices. When they are deciding whether to buy something in-store, they research price and quality online. Being digital natives, they can make purchase decisions anywhere and anytime, involving a wide range of devices. Despite their internet savvy, they love to experience things physically. They value high-touch engagement when interacting with brands. They are also very social; they communicate with and trust one another. In fact, they trust their network of friends and family more than they trust corporations and brands. In short, they are highly connected.

Google research shows that eight out of ten smartphone users in the United States do mobile research in-store. Even when watching television advertising, more than half of the TV audience in Indonesia conducts mobile search.

Similarly, we do not believe that the online “new wave” marketing will ultimately replace the offline “legacy” marketing. In fact, we believe that they need to coexist to deliver the best customer experience.

El marketing 5.0, por definición, es la aplicación de tecnologías que imitan al ser humano para crear, comunicar, ofrecer y mejorar el valor a lo largo del recorrido del cliente.

En el marketing 5.0, las tecnologías de back-end, como IA y blockchain, desempeñan un papel importante para impulsar una integración sin fisuras. Por otro lado, las tecnologías de front-end, como sensores, robótica, comandos de voz y realidad aumentada y virtual, pueden mejorar los puntos de contacto físicos que se producen a lo largo del recorrido del cliente.

Convertirse en los líderes del InsurTech llevará algún tiempo, pero con la implementación de todas estas estrategias están en el camino de conseguirlo.

I felt strongly that marketing managers, in order to make better marketing decisions, needed to analyze markets and competition in systems terms, explicating the forces at work and their various interdependencies.

The Ownership Quotient,

Creating Customer Evangelists, The Power of Cult Branding, and Creating Raving Fans.

Where is personal selling? Isn’t the sales force of key importance in business marketing?

Business, investor, and consumer confidence is shaken and the contraction phase begins.

„Cei 5 P ai rețelelor sociale: Google+ este pentru pasiuni; Facebook este pentru persoane; LinkedIn este pentru prospectare; Pinterest este pentru poze; Twitter este pentru percepție. Hai să-l vedem acum pe Philip Kotler cum poate să o întreacă pe asta.

Marketing 3.0, customers look for not only functional and emotional satisfaction but also spiritual fulfillment from the brands they choose.

product‐driven marketing (1.0) to customer‐oriented marketing (2.0) to human‐centric marketing (3.0).

One of the key roles of marketing is to communicate value and build trust with the customers, allowing brands

Marketing is also responsible for expanding the market and driving growth.

Marketing 4.0: Moving from Traditional to Digital,

From Multi to Omni to Meta

Marketing 3.0: From Products to Customers to the Human

Given the narrow window of opportunity, short‐form content is ideal for micro‐moments.

AI analyzes user behavior and interests and delivers personalized content to specific user segments.

Smartphones and other devices, such as tablets and laptops, provide access to social media content and e‐commerce applications.

There are five essential components to marketing in a digital world, the first being content.

short messages, press releases, articles, newsletters, whitepapers, case studies, and even books. It

slides, games, videos, short films, and even feature films.

The second component is social media, which has become the primary channel for distributing and amplifying content.

While social media is mainly a communication channel, the third component, e‐commerce, is a sales channel.

Artificial intelligence (AI), the fourth component, plays a vital role behind the scene.

minimal social interaction

Trust Gap

One of the key challenges is that, as the trends after the pandemic indicate, people are returning to in‐person experiences, which means that most customer experiences will likely take place in the physical world in the next few years. Nevertheless, most of the data that businesses collect is digital. Hence, there is a need to find a way to capture these customer experiences in the physical world, convert them into digital data, and provide real‐time feedback.

participative, frictionless, and storytelling experiences. When carefully orchestrated, these components create a fully immersive experience for the customers.