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1 " Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. "
― Philip Kotler
2 " Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility. "
3 " It is a capital mistake to theorize before one has data.—Sir Arthur Conan Doyle "
― Philip Kotler , Kotler on Marketing: How to Create, Win, and Dominate Markets
4 " Marketing is a race without a finishing line "
― Philip Kotler , Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know
5 " 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. "
6 " 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. "
― Philip Kotler , Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause
7 " Today’s economic landscape is being shaped by two powerful forces—technology and globalization. "
8 " No company in its right mind tries to sell to everyone. "
9 " if we do not change our direction,we are likely to end up where we are headed "
10 " 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, "
― Philip Kotler , Marketing 4.0: Moving from Traditional to Digital
11 " 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 "
12 " There are three kinds of companies: those who make things happen; those who watch things happen; and those who wonder what’s happened.—Anonymous "
13 " 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 "
― Philip Kotler , Marketing Management
14 " Marketing 5.0, by definition, is the application of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey. "
― Philip Kotler , Marketing 5.0: Technology for Humanity
15 " 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. "
16 " 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. "
17 " 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 "
― Philip Kotler , Confronting Capitalism: Real Solutions for a Troubled Economic System
18 " In the internet world, we know the f-factors: followers, fans, and friends. "
19 " 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. "
20 " 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. "
