Comment on kotler's Marketing Management 1 Marketing Management, which is called the bible of marketing; From understanding marketing management, gaining marketing insight, understanding and understanding customers, cultivating strong brands, developing markets for the market, and transmitting and disseminating values, this book will achieve successful long-term growth.
First, the practical significance of marketing
The so-called marketing is to identify and meet the needs of human beings and society. Objects can be products, services, events, experiences, people, property rights, organizations, information and so on. Marketing is everywhere, and every organization and individual is engaged in various marketing activities. In today's environment, good marketing has become an essential factor for the success of enterprises. Marketing is not only important for enterprises, because it is a way to create popularity and profits, but also important for marketing Du Yu society. From the input of a new product to the recognition of consumers, enterprises need to put their social responsibilities into it. Marketing is an endless activity. With the development of network information technology, the expansion of globalization, the integration of industries and the diversification of consumers, enterprises still have a lot to do in such a fierce competitive environment. They should change from enterprise-oriented to market-oriented and innovate production concepts, product concepts and various marketing concepts and methods.
Second, forecast market demand.
Identifying major changes in the market is one of the main responsibilities of marketers. They should analyze the macro environment, collect demand information, and estimate the current and future market demand. First of all, we should analyze the change of demand concept in the macro environment, and then the factors such as population, natural environment, technology and political environment. Secondly, we should establish our own marketing information system, which is the basis for making correct decisions, such as order collection cycle system, sales information system, data warehouse, data mining and so on. Marketing information system is the data support behind correct decision-making and marketing efficiency. Then launch marketing research, collect and analyze information after making a good research plan, and make the final marketing decision according to this result. Although these steps are commonplace, the methods given in this book are very detailed, such as how to organize focus group interviews and how to design questionnaires in detail.
Third, create customer satisfaction.
Compared with the past, today's customers have more modern living environment and better education. They can use their own methods to verify and make their own choices from a variety of corporate propaganda. They seek to maximize benefits. Customers always choose the products with the highest perceived value, and high satisfaction will bring customer loyalty. Therefore, customer satisfaction is not only the purpose of marketing, but also the means of marketing. Customer satisfaction includes product satisfaction, service satisfaction and social satisfaction. Therefore, enterprises should pay attention to the internal quality, price, design, packaging and timeliness of customers when producing products, and cannot ignore social satisfaction. The business activities of enterprises should be conducive to social civilization and progress. In every purchase process and experience after purchase, customers should be satisfied, because every customer satisfaction will enhance customers' trust in the enterprise and make the enterprise obtain long-term profits and development.
Fourth, do a good job in market positioning.
Market positioning is a broad concept, which can be subdivided into product positioning, enterprise positioning, competition positioning and consumer positioning. But generally speaking, enterprises should try to find out the characteristics of their products that are more competitive than their competitors, and they should also position themselves according to some principles when positioning the market, such as positioning according to specific product characteristics, positioning according to specific use occasions and uses, and positioning according to customers. Market positioning is a broad concept, which can be subdivided into product positioning, enterprise positioning, competition positioning and consumer positioning. But in general, enterprises should try to find out the characteristics of their products that are more competitive than their competitors, and position themselves according to some principles when positioning the market, such as positioning according to specific product characteristics, positioning according to specific use occasions and purposes, positioning according to customers' interests, positioning according to user types and so on. Market positioning is an important part of an enterprise's overall strategic planning. It is related to how the enterprise and its products are different and how outstanding they are compared with their competitors. Market segmentation generally uses two variables: demographic factors and psychological and behavioral factors, but no matter which one is used, the key is that the marketing plan can make its own adjustments according to the psychological or behavioral differences of consumers in different market segments. About demographic factors, nationality, age, life stage, gender, income, etc. Generally speaking, it should be considered, which is an important reference factor for market positioning. Market segmentation is not harmless. Market segmentation is doomed to a differentiated marketing strategy, which will increase the cost of R&D and sales, and may not necessarily lead to an increase in sales. However, market positioning can enable enterprises to establish a unique image of products in the eyes of target customers and strive for a place in the highly competitive market, which is beneficial to enterprises in the long run, so it should be treated dialectically and applied correctly.
Verb (abbreviation of verb) creates brand equity.
Modern brand theory holds that brand is a consumer-centered concept. Without consumers, there is no brand. Therefore, the definition of brand equity in marketing is often expounded from the perspective of consumers. In other words, whether consumers will react differently to a particular product or service with or without a certain brand. In other words, brands can bring consumers additional value beyond their functions, and only brands can produce such market benefits. The market is composed of consumers, and brand equity is essentially a source or consumer-based asset. Brand building is the integration and utilization of brand components, matching marketing strategies and various auxiliary tools that affect customers' brand association, so as to establish popularity and brand association in customers' minds and finally create brand value. Many enterprises will adopt brand strategy, and countless enterprises will extend their brands, but this is a choice of crisis and opportunity. It is best for enterprises to do their own existing brands and quality management first, then think about brand extension and diversification strategy, establish their own brand management system and make efforts for intangible assets of enterprises.
Abstract of intransitive verbs
I think the most impressive parts are market segmentation, marketing mix and customer relationship management. Market segmentation is the basis of enterprise self-positioning, marketing mix is the way to realize self-value, and customer relationship management is the guarantee to maintain long-term development. Other theories around these three are a set of marketing theories. However, marketing is not a high-rise building of theory, only practice can produce true knowledge. Moreover, the external environment is changing all the time. Only by practicing these theories can managers hold a bright light for the development of enterprises.
This book is similar to our textbook Marketing, but there are also differences. The textbook is easy to understand, while the kotler edition is more professional and involves more details. I think this is also the reason for choosing the latter as a teaching material. This book also deals with the long-term management of marketing channels, mass media, global markets and marketing organizations. Without in-depth reading, I just put out the basic marketing concepts, objectives, customer satisfaction concepts, market demand forecasting, market segmentation methods and brand equity management. Although this book provides the theory of marketing, it cannot replace practice, but I am trying to find the author's ideas, logic and way of thinking, trying to find their practical significance in a static framework of the real world provided by the author.
Kotler Marketing Management Model: 2 Today, I was lucky enough to read the latest edition, 13 (Marketing Management in philip kotler; From the perspective of 2 1 century marketing, it instantly brings distant theories to a modern society with an ordinary and representative example.
Philip kotler is one of the world's marketing authorities. He received a master's degree in economics from the University of Chicago and a doctorate in economics from the Massachusetts Institute of Technology. He is an international marketing professor and SC Johnson scholar at Kellogg Graduate School of Management of Northwest University.
This book is divided into 8 chapters and 22 sections, respectively, from the macro and micro perspectives to understand the marketing management of 2 1 century. From the perspective of making marketing strategy and marketing plan, this paper expounds the following aspects: gaining insight into the market, keeping close contact with customers by collecting information and scanning environmental marketing research and demand forecast, cultivating strong brands, creating customer value, customer satisfaction and customer loyalty, analyzing consumer markets, analyzing and organizing markets to determine market segments and target markets, developing market supply, transmitting value, communicating value, creating brand assets, determining brand positioning, and successfully realizing long-term growth to cope with competition.
I read the first part first, and got to know the first chapter of marketing management, 2 1 century marketing. The first situation is this:
Two little girls came to Starbucks in Shanghai. One of them came to the crowded counter and exchanged a Starbucks customer friendship card for peppermint-flavored fragrant milk tea and drinks, while the other found a table to sit down and played Lenovo laptop. In a few seconds, she used Starbucks wireless network (China Mobile's network) to surf the Internet. Then, she searched the latest online game information released by China Shanda Company through Baidu, the leader of China search engine market. The search results of Baidu search engine not only link to various comment websites, news websites and web pages of game fans, but also provide links to online chat rooms, in which hundreds of other game users discuss and communicate around the game. Then, the girl entered the chat room and asked the netizens who had played the game if they recommended others to play the game and asked for relevant suggestions. After posting, I received many positive responses soon. So, she selected and clicked a sponsorship link in the search results page of Baidu search engine, and then a bidding website provided by Baidu appeared, bringing the girl to the website of Shanda Company. On this website interface, the girl opened an account for herself.
At this time, her friend came back with drinks and couldn't wait to show off the bright pink Motorola RAZR mobile phone that her parents gave her in the New Year. This is a new product designed by a team of young designers in Chicago after several months of market research and consumer testing. At this time, this exquisite mobile phone received a text advertisement message: you can download Shanda's latest game to your mobile phone. Seeing this news, two girls are full of praise for this mobile phone. Then, the two girls will start to operate their laptops in order to find comments about mobile video games online.
After reading it, I thought a lot: unlike previous cases, this case involves the content of current social life and is a deja vu scene. Starbucks, wireless network, bidding websites, latest game downloads, electronic games and so on are the key words people are interested in and pursue. Compared with the old cases quoted in previous books, this case is undoubtedly fresh and attractive, both for beginners and for the knowledgeable.
It can be seen that marketing is an organized activity, which benefits both stakeholders and enterprises. EBay invented the online auction business; IKEA started the business of disassembling and assembling furniture. All these prove that marketing can turn social needs and personal needs into business opportunities. Therefore, it can be said that marketing has penetrated into every point of people's lives.
In today's environment, good marketing has become a necessary condition for the success of enterprises. In essence, marketing is both a science and an art. Moreover, marketing will have a far-reaching impact on people's daily life. Successful marketing is not accidental, but the inevitable result of scientific planning and effective implementation.
There are many gains from hiding and meditating. Marketing is everywhere. Whether intentionally or unintentionally, any organization or individual is engaged in various marketing activities. Marketing management can be regarded as a combination of art and science to acquire, retain and improve customers.
See the rest of the essence later.
After reading philip kotler's Marketing Management, as marketers, we can't regard marketing as a trick, a temporary deception, a temporary high profit and a simple activity. The function of marketing is too powerful, so the task of marketing is arduous, and it is not an easy task to do marketing well. Then, in this whole process, we must treat marketing correctly. Although marketing needs luck and opportunity, as well as principles and methods, philip kotler's experience tells me that marketing is a systematic project and a scientific process. We need to work hard and keep learning.
An important concept of integrated marketing includes four parts: international, integration, relationship and social responsibility marketing. In short, international marketing means that people in the organization ensure that they can adapt to modern marketing rules, especially at the top. Integrated marketing is to ensure that products, channels and publicity resources can be maximized; Relationship marketing, not to pull relationships or enter through the back door, refers to ensuring that customers, channels and partners can maintain multi-angle relationships in all aspects of the industrial chain, so as to play their respective roles more closely and optimally; Social responsibility marketing is the most difficult to understand. I think the name is what our boss often says in front of the government about corporate responsibility. But it is interpreted as "understanding the racial, environmental, religious and social influences in marketing"
The book mentions that "companies can't just focus on the domestic market, no matter how big their domestic market is." Many industries in the world are globalizing, and their leading enterprises have stepped onto the international stage in order to obtain low cost and high brand awareness. Protectionists will only hinder the introduction of advanced goods, and the company's best defense is to challenge the world. "So, when the company develops to a certain extent, we must boldly go out, let our products go international, let the big enterprises all over the world realize the charm of our Neptune products, and let the big enterprises all over the world use our Neptune lighting products. Although the goal is still far away, I believe that as long as we make unremitting efforts, this goal will be realized one day.
Kotler Marketing Management Review Model 4 recently read a book, strictly speaking, a textbook, namely philip kotler's Marketing Management, with 644 pages.
Because of philip kotler's fame, because of the fame of marketing management, I decided to worship reading.
This book is ***644 pages, a huge number, terrible, but I persisted. Of course, I didn't read it intensively, just glanced at it.
In fact, I really don't know how to evaluate this book. Halfway through the writing, I felt something was wrong. Why did the words "philip kotler said in marketing management" appear in Mr. kotler's own book? Later, I looked it up on the Internet, and something really went wrong. This book was not written by a master at all, but copied by a guy with the same name. I was cheated. After that, I thought, should I continue? After several struggles, I decided to read it to the end.
In fact, this fake version is quite comprehensive. However, articles like this academic monograph are boring in academic writing, which is really a headache to read and even has the impulse to give up. I feel that reading this book is similar to reading a political book. Looking at it, I feel that I understand all those reasons, and they are all superficial discussions. However, as soon as I closed the book, you asked me to repeat what I had just learned. I really don't know what I have learned, and I am speechless and speechless. I think it may be because it is too theoretical.
Sometimes, I think this kind of book is good for academic papers, but if you use it as a guide to actual market operation, you will soon find it useless. For example, if you are asked to write a marketing plan for the operation of a physical store, do you think this marketing management copy can provide you with any specific ideas? The answer is, no, of course, it's not that this kind of book is bad, but that its conception is too high and the pattern is too big. It may give you strategic ideas, but it will never give you specific tactics. Just like practicing martial arts. This kind of book is like internal work. Can enhance your internal strength, but can't teach you a trick and a half. So, sometimes I think, I just recite the whole book, and I am only suitable for the examination room, not for the battlefield.
Recently, I found that before reading a book or an article, as long as I look at the topic, I will be full of infinite reverie and expectation. However, after reading it, I am often disappointed. The reason is that the content of the book is quite different from what I imagined in my mind, not what I wanted. For example, this "marketing management". I always thought that I would have a deeper understanding of "marketing management" after reading it, but the result was just the opposite. Marketing Management written by the author is not the kind of "marketing management" I imagined in my mind before. It's weird. However, if I explain what "marketing management" looks like in my imagination, I can't say. Therefore, I am often very passive, and I can't find a book that suits me, and I can't find the book I want, which leads me to spend a lot of time, but I get nothing, nothing, and tragedy.
Of course, this book is not so bad, at least it popularized the theoretical knowledge of marketing, and I also learned several new terms. To tell the truth, I can't write this kind of book yet, because it's too professional and theoretical, which is not my style.
Which guy has the original "Marketing Management", show it to me, I am very grateful.
Reading is risky, so choose books carefully. All right, that's it.
Kotler's Thoughts on Marketing Management Mode 5 The main reason why I read the book Marketing Management is a description of my marketing major. Several non-professional students once asked me, what is marketing? Is marketing the same as sales? Every time I can only answer, marketing is different from sales, marketing focuses on management, and sales is only a part of marketing. I don't know what else to say, and the marketing connotation is blank. So after reading this book, I finally have a more comprehensive and accurate definition of marketing and the difference between marketing and sales. Of course, that's not all.
Philip kotler's definition of marketing is that individuals or groups create (goods or services) by exchanging with others to meet the needs of society, which is a management method. In other words, marketing is to exchange goods and services to achieve the purpose of exchange value. Marketing is often confused with sales. In fact, sales volume is only the tip of the iceberg of marketing. As the book says, besides sales, marketing also includes extensive market research, research and development of corresponding products, product pricing, opening up and expanding distribution channels and letting the market know about this product. Compared with sales, marketing is a broader and more comprehensive process.
Only when there is inventory in hand will you start selling goods; Moreover, the marketing activities started before the products appeared.
In short, marketing is not a short-term sales behavior, but a long-term investment behavior. Good marketing has already started before the enterprise produces products, and it still exists for a long time after the sales are completed.
I feel that the biggest benefit is not knowing the above contents, but knowing and trying to use kotler's thinking mode. This mode of thinking can be seen from the formulation of the plan. This structure runs through the book. The content is as follows:
First, environmental analysis. That is, analyze the internal and external environment of the enterprise, conduct TOWS analysis, and understand the threats, opportunities, disadvantages and advantages of the enterprise.
Second, the formulation of goals. Clarifying enterprise goals is beneficial to the long-term survival and development of enterprises.
Third, the formulation of the strategy. What is strategy? Generally speaking, strategy is the best way to achieve the goal.
Fourth, the choice of tactics. That is, to determine the best way to achieve strategic goals. Tactics are different from strategy. Tactics is a scheme that concretizes strategy.
Fifth, budget, that is, calculating the cost required to achieve the goal.
Sixth, management, formulate standards for confirming plans, and let enterprises know where they are doing well and where they are not doing well. This mode of thinking can be applied not only to enterprises, but also to study and life.
Every time we do something, especially something that requires long-term energy, we need a scientific framework to guide us to achieve our goals and grasp the future. I would like to share this model with you, and hope you can also benefit from it.
If you have a method, you must figure out how to achieve it. Kotler attaches great importance to customer satisfaction. Enterprises have to deal with different types of customers every day, whether consumers or businesses, they need to actively establish good relations. So what is customer satisfaction, that is, the difference between customers' expectations before purchase and their cognitive results after purchase? A negative value indicates customer satisfaction, and a positive value indicates customer dissatisfaction. In fact, in the final analysis, it is the customer's psychology that "works", which requires enterprises, especially those who want to succeed, to deeply understand the customer's needs and try their best to provide them with the goods they need, whether tangible or intangible. Whether it is a real demand, an unspoken demand, a pleasant demand or a potential demand, we all need a sensitive and quick response to feel the customer's feelings, and we also need a sensibility to accept and understand the customer's fickleness, and we are always ready to improvise.
After that, the main event came. What I want to say most is the survival and development of enterprises. If an enterprise wants to survive, develop and develop for a long time, the key is four words, innovation plus marketing, which are also two basic functions of the enterprise. Kotler said: If the marketing department of an enterprise can't explore new market opportunities, its employees should be fired. But are there so many good opportunities in the market? How should we explore new opportunities and markets? This is a problem that must be considered. In an economic system, the absolute number of opportunities will change with the business cycle and technology cycle. When the economy is depressed and new technologies have not yet appeared, the number of opportunities will be even less.
However, opportunities always exist. This has to mention vertical marketing and horizontal marketing. Vertical marketing aims at a specific market, while horizontal marketing looks at products from a new perspective. Many examples can be cited. Today, we can buy food at the gas station, run a bank in the supermarket, use computers in internet cafes, take photos with mobile phones, chew gum to take medicine, eat snacks and eat cereal. These are all forms of innovation, that is, horizontal marketing. Opportunities will always exist, all that is lacking is to discover. Therefore, if enterprises want to develop, they must innovate in order to survive in today's increasingly globalized and fierce competition!