Philip Kotler book ten deadly marketing sins

1. Presented by
Daniel Honchar

2. Philip Kotler

3. Biography
O Philip Kotler was born on the 27th of May, 1931 in
Chicago, Illinois
O He is an american marketing author, consultant,
and professor; currently the S.C.Johnson
Distinguished Professor of International Marketing
at the Kellogg School of Management at
Northwestern University
O He is the author of over 60 marketing books,
including Marketing Management, Principles of
Marketing, Kotler on Marketing, Marketing Insights
from A to Z, Marketing Places, Strategic Marketing
for Health Care Organizations, Social Marketing.

4. Views about Marketing
O Kotler started teaching marketing in 1962
at the Kellogg School of Management,
Northwestern University. He believed
marketing was an essential part of
economics and saw demand as
influenced not only by price but also by
advertising, sales promotions, sales
forces, direct mail, and various institutions
(agents, retailers, wholesalers.) operating
as distribution channels.

5. O Philip Kotler identifies the ten most common-and most
damaging-mistakes marketers make, and how to
avoid them. But these ten mistakes are much more
than simple mess-ups; they're glaring deficiencies that
prevent companies from succeeding in the
marketplace. In Ten Deadly Marketing Sins, Kotler
covers each sin in-depth in its own chapter and offers
practical, proven guidance for reversing them.
Marketers will learn how to stay market-focused and
customer-driven, fully understand their customers,
keep track of the competition, manage relationships
with stakeholders, find new opportunities, develop
effective marketing plans, strengthen product and
service policies, build brands, get organized, and use
technology to the fullest.
About the book

6. O Ten Deadly Marketing Sins is a must-have
for anyone who want to remain competitive
in an increasingly challenging marketplace.
Packed with the kind of marketing wisdom
only Kotler can provide, this is an
indispensable resource for every company-
and every marketer-who wants to develop
better products, better marketing plans, and
better customer relationships.

7. Ten most damaging-mistakes
O 1: Your Company Is Not Sufficiently Market Focused and
Customer Driven.
O 2: Your Company Does Not Fully Understand Its Target
Customers.
O 3: Your Company Needs to Better Define and Monitor Its
Competitors.
O 4: Your Company Has Not Properly Managed Its
Relationships with Its Stakeholders.
O 5: Your Company Is Not Good at Finding New Opportunities.
O 6: Your Company’s Marketing Planning Process Is Deficient.
O 7: Your Company’s Product and Service Policies Need
Tightening.
O 8: Your Company’s Brand-Building and Communication
Skills Are Weak.
O 9: Your Company Is Not Well Organized to Carry On
Effective and Efficient Marketing.
O 10: Your Company Has Not Made Maximum Use of
Technology.

9. Unknown words
Proven guidance – перевірені вказівки
market-focused - орієнтований на ринок
customer-driven - орієнтований на клієнта
keep track of the competition - стежити за конкуренцією
strengthen product - посилити продукт
marketing wisdom - маркетингова мудрість
deficient – недостатній
need tightening – потрібно посилення
efficient marketing - ефективний маркетинг
simple mess-ups – прості безлади.