Philip Kotler (1931-Present)

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

“If the marketer does a good job of identifying consumer needs, developing appropriate products, and pricing, distributing, and promoting them effectively, these good wills sell very easily.”

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

“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.”

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

“Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.”

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

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

“If markets are to be segmented and cultivated, they must meet certain requirements. Segments must be Measurable, Substantial, Accessible, Differentiable, and Actionable.”

“It has become increasingly important for marketing professionals to speak the language of the CFO. A financial background allow marketers to better quantify the anticipated impact of any campaign, which in turn aids in greater buy-in.”

“Good customers are an asset which, when well managed and served, will return a handsome lifetime income stream for the company.”

“Integrated marketing communications are a way to examine the entire marketing process from the point of view of the receiver.”

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

“Too often, business leaders confuse high growth with high performance. They may take unwise risks in their business to maximize short or mid-term profitability.”

“With the advent of the internet, customers are able to compare prices easily and this has raised the importance of pricing among the 4Ps. That being said, branding is still crucial. Customers will not necessarily go for the cheapest brand. However, they are more than likely to buy their preferred brand from the retailer offering the lowest prices.”

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

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

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