Philip Kotler Marketing

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mit,Neelema




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INTRODUCTION

   Born on 27th May 1931 in Chicago
   Is the S.C Johnson & Son Distinguished
    Professor of International Marketing at the
    Kellogg School of Mgt, Northwestern
    University, Illionis.
   Rated as the “Best Biz School for the Teaching
    of Marketing”
Academics

   Received his Master’s degree at the University
    of Chicago and his Ph.D at MIT, both in
    economics.
   Ph.D in Mathematics from Harvard University
    and in Behavioral Science from the University
    of Chicago.
   Received honorary doctoral degrees from
    Stockholm Univ., Univ. of Zurich, De-Paul
    Univ.,Athens Univ. of Eco and Biz etc.
Author

   Marketing Management
   Principles of Marketing- Marketing Models
   Strategic Marketing for Non-Profit
    Organizations
   Social Marketing
   Kotler on Marketing
   The New Competition
   Marketing for Congregations
Awards

   1st recipient of the AMA’s “Distinguished
    Marketing Educator Award” (1985)
   “Marketing Excellence Award”
   “Leader in Marketing Thought” (1975)
   “Paul Converse Award” (1978)
   “Marketer of the Year” (1995)
   “Marketing Educator of the Year” (2002)
Business
   Consultant for companies like IBM, GE, AT&T,
    Honeywell, Bank of America, Merck, Motorola etc. in
    areas of Marketing Strategy & planning, Marketing
    Organization and International Marketing.
   Chairman of the College of Marketing of the Institute of
    Management Science, a Director of the MAC Group, a
    member of the Advisory Board of the Drucker
    Foundation.
   Also advised the govt. on how to develop and position
    the skill sets and resources of their companies for
    global competition.
CONTRIBUTIONS

Threefold:
 Marketing: a peripheral activity to “work of
  production”
 Focus: price and distribution to customer
  satisfaction
 Broadened the concept and applications of
  marketing
Kotler’s Definition of Marketing

   Science and art of exploring, creating and
    delivering value to satisfy the needs of a target
    market at a profit.
   Marketing identifies unfulfilled needs and
    desires.
   It defines, measures and quantifies the size of
    the identified market and the profit potential.
Important Marketing Concepts

Segmentation   Value and satisfaction
Targeting      Exchange
Positioning    Transactions
Needs          Relationship network
Wants          Marketing channels
Demands        Supply chain
Offerings      Competition
Brands         Marketing environment
Process of marketing management                                              Key concepts of
                                                                                  marketing
                                               marketing mix (4P)
                                   STP             Product

                                Segmentation

                                                    Price

        Research                 Targeting                     Implication       Control

                                                  Promotion

                                Positioning

                                                    Place




(source: Kotler.P, Kotler on marketing)             10
Marketing’s Key Processes


   Opportunity Identification
   New product development
   Customer attraction
   Customer retention and loyalty building
   Order fulfillment
Myths related to Marketing



   Marketing exists to support manufacturing
   Marketing and selling are more or less the
    same
Dynamics of Modern Marketing


   Globalization
   Hyper Competition
   Internet
CONCLUSION

    “Marketing doesn’t have to fail during a recession,
     only marketers fail who lack imagination”
    Any perceived opportunity, ask the following:
1.   Is there a substantial market?
2.   What is the competitive landscape?
3.   Can you develop a profitable business model?
4.   Can you scale up quickly?
“ CUSTOMER IS KING!”