كوتلر يتحدث عن التسويق – كيف تنشئ الأسواق وتغزوها وتسيطر عليها

There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder what’s happened. – Anonymous There are two kinds of companies: those who change and those who disappear.

1. Win Through Higher Quality

2. Win Through Better Service

3. Win Through Lower Prices

4. Win Through High Market Share

5. Win Through Adaptation and Customization

6. Win Through Continuous Product Improvement 

7. Win Through Product Innovation

8. Win Through Entering High-Growth Markets

9. Win Through Exceeding Customer Expectations

A Company doesn’t really have a strategy is it performs the same activities as its competitors, only a little better. It is simply operationally more effective. A business as having a robust strategy when it has strong points of difference from competitors’ strategies. Companies have finally managed to get their accounting departments to generate real numbers on profitability by segment, individual customer, product, channel, and geographical unit. Companies are now focusing attention on their most profitable customers, products, and channels. They are formulating reward packages for their more profitable customers. Most companies now outsource 60 percent of their activities and requirements. Most buyers are showing a distinct preference for meeting salespeople on their computer screens rather than in the office. An increasing amount of personal selling is occurring over electronic media, where the buyer and seller see each on their computer screens in real-time. Salespeople are traveling less, and airlines are in size. A business as having a robust strategy when it has strong points of difference from competitors’’ strategies.

Companies have finally managed to get their accounting departments to generate real numbers on profitability by segment, individual customer, product, channel, and geographical unit. Companies are now focusing attention on their most profitable customers, products, and channels. They are formulating reward packages for their more profitable customers.

Most companies now outsource 60 percent of their activities and requirements.

Most buyers are showing a distinct preference for meeting salespeople on their computer screens rather than in the office. An increasing amount of personal selling is occurring over electronic media, where the buyer and seller see each on their computer screens in real-time. Salespeople are traveling less, and airlines are shrinking in size.

Marketing cannot be equivalent to selling because it starts long before the company has a product. Marketing is the homework that managers undertake to assess needs, measure their extent and intensity, and determine whether a profitable opportunity exists. Selling occurs only after a product is manufactured. Marketing continues throughout the product’s life, trying to find new customers, improve product appeal and performance, learn from product sales results, and manage repeat sales.