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Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. http://www.kotlermarketing.com/
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Thursday, June 10, 2010
Wednesday, January 21, 2009
Value Merchants
"Customer managers, particularly purchasing managers, are under tremendous pressure to reduce the cost of acquired goods and services," Anderson says. "One easy way to do this is to reduce price, but if your company doesn't want to do that, then it becomes more difficult."
Anderson says that to be the winning supplier, proposals must be backed with data that distinguish a company from the competition, numbers that will persuade purchasing managers that this firm is the best choice to help them reduce costs.
By James C. Anderson is the William L. Ford Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management at the Kellogg School of Management, Northwestern University.
View: http://www.kellogg.northwestern.edu/Faculty/Directory/Anderson_James.aspx
Anderson says that to be the winning supplier, proposals must be backed with data that distinguish a company from the competition, numbers that will persuade purchasing managers that this firm is the best choice to help them reduce costs.
By James C. Anderson is the William L. Ford Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management at the Kellogg School of Management, Northwestern University.
View: http://www.kellogg.northwestern.edu/Faculty/Directory/Anderson_James.aspx
Key Questions of Marketing
1.- What does client satisfied?.
2.- What does customer loyal?.
3.- What does the customer value?
Three fundamental questions in current marketing
By Andrés Silva A.
Marketing Professor and Consultant
View: www.andressilvaarancibia.cl
2.- What does customer loyal?.
3.- What does the customer value?
Three fundamental questions in current marketing
By Andrés Silva A.
Marketing Professor and Consultant
View: www.andressilvaarancibia.cl
‘Marketing is a philosophy,' (Kellogg)
“My goal today is to convince you that you’re all in marketing,” Holden said, adding that no single department should ever be solely responsible for selling the company’s image, products or services to the general public. “Marketing is a philosophy that says, ‘We’re going to put the customer at the center of our organization.’”
View: http://www.kellogg.northwestern.edu/News_Articles/2007/betsyholden.aspx
View: http://www.kellogg.northwestern.edu/News_Articles/2007/betsyholden.aspx
Marketing Concept and Philosophy
The marketing concept and philosophy is one of the simplest ideas in marketing, and at the same time, it is also one of the most important marketing philosophies. At its very core are the customer and his or her satisfaction. The marketing concept and philosophy states that the organization should strive to satisfy its customers' wants and needs while meeting the organization's goals. In simple terms, "the customer is king".
The implication of the marketing concept is very important for management. It is not something that the marketing department administers, nor is it the sole domain of the marketing department. Rather, it is adopted by the entire organization. From top management to the lowest levels and across all departments of the organization, it is a philosophy or way of doing business. The customers' needs, wants, and satisfaction should always be foremost in every manager and employees' mind. Wal-Mart's motto of "satisfaction guaranteed" is an example of the marketing concept. Whether the Wal-Mart employee is an accountant or a cashier, the customer is always first.
As simple as the philosophy sounds, the concept is not very old in the evolution of marketing thought. However, it is at the end of a succession of business philosophies that cover centuries. To gain a better understanding of the thought leading to the marketing concept, the history and evolution of the marketing concept and philosophy are examined first. Next, the marketing concept and philosophy and some misconceptions about it are discussed.
View: http://www.enotes.com/management-encyclopedia/marketing-concept-philosophy
The implication of the marketing concept is very important for management. It is not something that the marketing department administers, nor is it the sole domain of the marketing department. Rather, it is adopted by the entire organization. From top management to the lowest levels and across all departments of the organization, it is a philosophy or way of doing business. The customers' needs, wants, and satisfaction should always be foremost in every manager and employees' mind. Wal-Mart's motto of "satisfaction guaranteed" is an example of the marketing concept. Whether the Wal-Mart employee is an accountant or a cashier, the customer is always first.
As simple as the philosophy sounds, the concept is not very old in the evolution of marketing thought. However, it is at the end of a succession of business philosophies that cover centuries. To gain a better understanding of the thought leading to the marketing concept, the history and evolution of the marketing concept and philosophy are examined first. Next, the marketing concept and philosophy and some misconceptions about it are discussed.
View: http://www.enotes.com/management-encyclopedia/marketing-concept-philosophy
The 5 marketing Philosophies
Firms and businesses, approach and conduct business in different ways in order to achieve their organizational goals. There are five competing concepts by which firms and business are guided in their marketing effort.
The first three concepts production, product and selling, focus all on the product. The last two concepts marketing and societal marketing, focus on the customer. However, the commonality in all five philosophies is that they all have the same goal which is organizational profit. The choice as to which concept or philosophy to adopt depends on the circumstances of the situation.
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