Your SlideShare is downloading. ×
22 Quotes On Marketing By Philip Kotler Part 3
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

22 Quotes On Marketing By Philip Kotler Part 3


Published on

22 Quotes On Marketing By Philip Kotler Part 3

22 Quotes On Marketing By Philip Kotler Part 3

Published in: Business, Career
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. 22
    (Part 3)
    By Philip Kotler
    Quotes on Marketing
    Quotes From Marketing Experts That Will Guide Your Business To Success!
  • 2. 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
    of Northwestern University, and the
    author of many influential books.
    Including the 13th edition of
    Marketing Management.
  • 3.
  • 4. "Today's smart marketers don't sell products; they sell benefit packages. They don't sell purchase value only; they sell use value."
  • 5. The Research and Development department - - not the sales department - - should be held accountable for a product's success.
  • 6. Every company should work hard to obsolete
    its product line... before competitors do.
  • 7. 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.
  • 8. “Marketing is the art and science of choosing target markets and building profitable relationships with them; it’s the art of demand management.”
  • 9. Marketers influence demand by making
    the product appropriate, attractive, affordable,
    and easily available to target consumers.
  • 10. "We are not in a state of competition anymore; we're in a state of hyper-competition. So people are desperately looking for handles -- functional features, emotional appeals -- that will draw people to their product.
  • 11. "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."
  • 12. 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 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 lose that edge too, but they don't lose the impression."
  • 13. "There are still too many CEOs who identify marketing with selling and advertising. But marketing has evolved to be not only product centered but customer centered.”
  • 14. Every business is a service business.
    You are not a chemical company.
    You are a chemical services business.
  • 15. I don't care what happened to your profits. Have you improved your share of the customer's mind and heart this year?
  • 16.
  • 17. Marketing is the delivery of experience.
  • 18. "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 an experience.' You'll see that language being used.
    We're in the experience design business."
  • 19. "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 others. So you're in the business of constant innovation. Constantly asking yourself, 'Three years from now, what will our differentiator be?'
  • 20. You should never go to battle before you've won the war on paper.
  • 21. Urging protectionism to save your business is a sure way to lose it.
  • 22. “Companies worry too much about the cost of doing something. They should worry about
    the cost of not doing it.”
  • 23. Cost is of no importance in setting the price.
    It only helps you to know whether you should be making the product.
  • 24. I would rather improve my business every day than depend on a breakthrough every year.
  • 25. The major cause of company failure is company success.
  • 26.
  • 27. The future isn't ahead of us.
    It has already happened.
    Thank You Very Much
    Sompong Yusoontorn