These 60 thoughts of kotler, the father of marketing, have thoroughly explained the underlying logic of business.

Introduction on Baidu Encyclopedia: philip kotler, a modern marketing guru, is known as the "father of modern marketing", a tenured professor at Kellogg School of Management of Northwestern University, and an honorary professor of international marketing at Kellogg School of Management of Northwestern University.

At present, in uncertain times, we should learn to see how powerful people look at the essence of things. I have sorted out and summarized 60 underlying logics and understandings about business and marketing, hoping to inspire you.

0 1

Good marketing is an art.

1. Marketing directly affects consumers and must keep pace with the times at all times.

2. Marketing refers to identifying and meeting the needs of human beings and society in a way consistent with organizational goals.

3. Good marketing is an art, which can be summarized in one sentence-meeting the demand profitably.

It is a well-known misunderstanding to equate marketing with sales, and sales are just the tip of the iceberg. The goal of marketing is to make sales redundant.

The purpose of marketing is to know and understand customers well, make products or services suitable for customers, and realize self-sales.

Ideally, the result of marketing is to make customers want to buy. What needs to be done afterwards is to provide enough products or services.

6. The best marketing method is interpersonal communication. The expression between people is the most critical, whether it is communication with logistics, consumers, producers or distributors.

8. The essence of marketing is the ability of enterprises to create, communicate and transmit value, as well as the ability to target the target market for profit.

9. What is being marketed is not necessarily a specific product, but a place.

10. If you want marketing to play a role, you have to figure out who the target audience is, whether they meet their real needs, and whether they have established a reputation and brand. What's the difference between you and others who are also looking for the same customers? If you hadn't asked these questions, all you did was sell, and you would surely fail.

1 1. peter drucker, the godfather of management and marketing, said that the purpose of marketing is to make sales redundant.

So marketing can't be done as sales, it is much more complicated than sales. If you are doing the most innovative marketing, then sales are unnecessary, and the only thing necessary is to take orders.

For example, if you make a magic car, you know people will queue up to buy it. For example, people will queue up to buy Tesla. In this case, because the marketing work has been put in place and the concept behind the product has been widely accepted, you only need to receive the order, which is the new marketing, that is, MHM.

02

Know who your customers are.

1. Successful companies have many characteristics. First of all, they are excellent, and second, they have done a lot of work in understanding the target consumers. They don't regard everyone as their own consumers. They know exactly what they want and who they can satisfy.

If you want a product to meet completely different needs, then you will eventually fail. To be successful, you should be able to find groups with similar needs.

Because they are often looking for an excellent supplier with excellent price. Therefore, you need to constantly update products and prices and develop new distribution channels.

The best strategy is: never assume that customers will remain loyal forever, but find the lifelong value of customers.

Smart marketers are always building and strengthening the collection of benefits. This set of income should not be static, it is mobile and growing. Consumers will say, "They keep bringing forth new ideas, which makes me feel very fresh!" Remember, consumers will never get tired of new things.

If you find that your product is beginning to annoy consumers, it is out of date. At this time, you can either sell this product or service to people you didn't know before, or re-brand it. Remember, reconstruction and recycling are both important.

6. If the company wants to survive, it must keep trying to discover new things it can do.

7. As for me, anything can be marketed.

8. Lei Fuli, CEO of Procter & Gamble, said that Procter & Gamble's products are of course important, but marketing is king. Procter & Gamble is a marketing company. Without marketing, there is no product. If we don't build a market that needs P&G products, P&G can't build a brand that is trusted by consumers and constantly improves. From this, P&G realized that sustainable marketing is the right way.

9. Enterprises need people with these two modes of thinking. One mode of thinking is responsible for thinking about new things and new possibilities, and the other mode of thinking is those marketers who are familiar with value. They are responsible for thinking about the real value of products.

10. If you put these people together, one is a master of innovation and the other is a master who will tell you where the value lies, your company will surely succeed.

1 1. The CEO's job is to figure out how to make your product different and unique.

In other words, how to make your enterprise have these characteristics forever and how to make customers' expectations of your products and services match the products and values you provide them are the keys to a very good marketing strategy.

12. With the development of economy, more and more economic activities are concentrated in the production of service industry. Real marketing permeates all aspects of society and is everywhere. Everyone is a brand with commercial value.

13. How should the company remain invincible in the market competition and continue to grow? Evaluate growth opportunities and find a suitable growth model. Assessing growth opportunities includes planning new business, reducing the scale of existing business and terminating old business.

Generally speaking, enterprise growth can be achieved from four core strategies: market penetration, market development, product development and diversification.

14. Generally, we think that the four stages of a product are: introduction, growth, maturity and decline. And most products on the market are actually in the mature stage.

03

Marketing,

There is little room for error.

1. Marketing, there is almost no room for error.

2. Marketing innovation is very important. Imaginative strategic ideas exist in many places within the enterprise.

Senior management should identify and encourage new ideas of three groups, which are often ignored: first, employees with younger or diversified perspectives; Second, employees far away from the company headquarters; Third, and new employees. These groups can often challenge the company's orthodoxy and inspire new ideas.

3. Globalization has increasingly diversified the cultures of all countries. In view of the fact that the purchasing power of ethnic minorities in the United States is growing faster than the average level of the American people, their economic influence is expanding.

Those developing markets whose median age is below 25 years old have more demographic advantages. As far as the growth of the middle class is concerned, the vast majority of the next 654.38 billion+billion middle class may be Asians.

In the past ten years, the physical environment in which the company operates has changed greatly.

There are two far-reaching changes that deserve special attention: climate change and changes in global health. Therefore, managers must be ready to adjust their business models at any time to cope with the threats posed by changing health conditions to customers, employees and basic operations of the company.

Nowadays, more than ever, marketers should think comprehensively and make creative win-win solutions to balance conflicting needs. They must make a comprehensive marketing plan and establish meaningful relationships with a series of related members.

In addition to insisting on doing the right thing within the company, they also need to consider the broader market results.

6. As the four major forces shaping today's market, technology, globalization, natural environment and social responsibility are fundamentally changing the interaction between consumers and companies. These forces provide new capabilities for consumers and companies, and at the same time, they also give birth to a highly competitive market environment.

7. For any CMO, the most important responsibility may be to integrate the customer's point of view into business decisions that affect any customer contact point (customers interact with the company directly or indirectly). These customer insights must increasingly have a global perspective.

8. As the head of a top headhunting company said, "The future CMO must have the experience of globalization and internationalization. You don't have to live abroad to do this ... but you have to reach out to these markets. It opens your eyes, understands new business models, and improves cultural sensitivity and flexibility. "

9. A customer-centric company must be market-oriented rather than product-oriented; We must devote ourselves to meeting the needs of individual customers, not the needs of the mass market.

04

To cope with the digital age,

How to fight the integrated marketing campaign?

1. The marketing reality has really changed a lot. Especially when the wave of digital revolution strikes, computers, internet, social media and mobile phones can help us collect a wide range of data, machine learning can help us grasp and predict customers as never before, and drones can help us transport products ... In short, all kinds of omni-directional channels have emerged.

2. If you define "marketing" as promoting sales through sales teams and advertisements, this is the past definition.

Nowadays, marketing is called CCDV (create, communicate and deliver value), that is, create, communicate and deliver value for the target market.

If we don't turn to digital marketing, then every company is making a mistake.

Even a small retail store is not enough for people to buy things in your store. You should let consumers buy your goods without going to your store, and let them choose the goods in your store online.

Take our family as an example. My wife never goes to the store. Everything she bought was bought online through Amazon. She receives express delivery every day. Now more and more people are too busy to go to the mall, and enterprises need to provide consumers with sales channels through digitalization.

4. In today's era of digital precision marketing, is traditional mass marketing still useful? Of course.

Enterprises need to promote brand value proposition through traditional mass marketing (focusing on brand image rather than sales leads), and then reach target customers through more accurate digital marketing tools for scene marketing.

Therefore, enterprises should learn to combine traditional mass marketing with new digital marketing, so as to create maximum value for target customers.

2 1 century, the progress of digital marketing, network marketing and mobile marketing has changed the role of CMO. In order to effectively manage the marketing function of an organization, CMO (Chief Marketing Officer) must also master digital technology.

The challenge for CMO (Chief Marketing Officer) is that there are various success factors. Among them, you must have strong quantitative and qualitative skills; They must have independent entrepreneurial attitude, but work closely with other departments; They must capture the "voice" of consumers and have a keen basic understanding of how marketing creates value. Two-thirds of the top CMOs (Chief Marketing Officers) believe that the return on marketing investment will be the main indicator to measure their work effectiveness in the next decade.

6. An important form of online communication is the company's own media. There are two common ways to increase traffic: one is search engine optimization (SEO), which aims to improve the possibility of links related to company content appearing at the top of natural (non-paid) search results pages; Second, search engine marketing (SEM) refers to paying search engine companies to show their content in the search results of specific keywords.

7. Positive word-of-mouth can sometimes be generated naturally without relying on advertisements, but it can also be manipulated and promoted. Viral marketing relies on word of mouth to encourage consumers to transmit audio, video or written information of products and services developed by the company to other online users.

8. Experiential marketing can not only convey the attributes and advantages of products or services, but also connect them with unique and interesting experiences.

Experience marketing does not focus on sales, but makes customers realize how the company's products fit their lives. Many companies are creating their own activities and experiences to stimulate the interest and participation of consumers and the media.

9. The easiest way to create and measure social media returns is to hold competitions, sweepstakes or promotions.

10. Good marketing needs to rely on big data, because it needs to gain deep insight through data analysis.

What I want to say is that you need to not only rely on the data, but also imagine more ways to attract customers beyond the data, which may not be directly stated by the data. So my answer is: the best combination of marketing is powerful data-driven marketing+imaginative marketer creativity.

1 1. Digitalization is a revolution. I once met the CEO of a company. He took out the book Marketing Management for me to sign. I told him I wrote it 15 years ago He said, yes, but it still benefited me a lot. I asked him, can you find digital content in the book? He said no, and I told him that digitalization represents the future of marketing.

If you are the boss, you must find someone you can trust to digitize the company and processes. You must have your own data "bank" and data system. You also need to surf the Internet and establish a digital management system. In my opinion, the products and services of enterprises should be sold not only offline, but also online. Smart companies are doing these two things.

12. The marketing department of an enterprise should ensure that its employees have rich successful experience. Although employees in the pre-digital age know how to deal with sales management and advertising, we should also hire new people who grew up in the digital age. These young people can bring us or help us build what we call algorithms and other tools, thus bringing success to enterprises.

13. Now the mentality of young people is slightly different from that of the elderly, and these differences should be respected and understood. Nowadays, young people hope to achieve a balance between life and work, and a balance between family and friends.

If young people have a choice, they will go to a highly rated workplace. There, employees are very happy, few people leave their jobs, and they have good projects and good ideas on how to improve the company's products. Such a company will get the best talents.

14. both CEO (chief executive officer) and CMO (chief marketing officer) have the responsibility to strive for talents. The company can not only produce great products, but also establish good relationships. You must make your company an interesting business. The target of this business is not only your own consumers, but also your own employees.

15. One of the company's goals is to meet the needs of target customers. However, if they can't satisfy employees, then employees will not be interested in the company's customers and the company will fail.

16. Maybe the company manager will say, I choose the cheapest supplier, and the cost will be reduced.

Actually, it's not. Your employees are actually the most loyal and innovative suppliers and distributors. Instead of lowering the price of products, it is better to stick to your cost and serve your purpose. This is the right way.

We should look back at our life goals and what kind of results we want. This is actually the same as running a business, and the company also needs to design it itself.

05

digital era

10 main features of new marketing

1. Social media, digital media and algorithms are widely used. For example, through the blessing of artificial intelligence and big data, we can make better decisions.

2. Marketing automation. For example, food delivery robots and express delivery robots have been put into use in some areas. Another example is interest push based on artificial intelligence and machine learning. By learning consumers' interests and preferences, the algorithm personalizes products to consumers.

3. Track customer trips and maps.

4. Contact point marketing. Also based on powerful data and algorithm support, we can track the customer's path and draw the relevant contact points, from which enterprises can accurately grasp the customer's needs and find business opportunities.

5. Role marketing. Similar to the brand IP in brand marketing, it gives the brand personalized settings, makes the brand more vivid and establishes loyal "fans" consumers.

6. Content marketing. Content is king, which is an outdated proposition, but where good content comes from needs insight and analysis.

7. Influencer marketing. Capable people are like a beam of light, guiding the direction of more people, while influencer marketing leads the consumption direction of consumers.

8. Omni-channel marketing. Multi-angle, multi-link and multi-channel marketing model to achieve global capture as much as possible.

9. Lean marketing. Carry out more refined marketing operations on the target market.

10. Social enterprise marketing.

On the whole, among the above features of 10, the biggest change and trend lies in:

? In the future, marketers will develop and rely more and more on algorithms to help make many important marketing decisions;

? The marketing process will be fully automated, and the marketing performance will be evaluated through a number of key indicators;

? More intelligent voice assistants will play a marketing role;

? The new product will be tested in the virtual reality tool first;

? Enterprises will use neuroscience tools more to evaluate information;

? Enterprises will constantly adjust their product mix and marketing mix according to benefits and business needs.