home » Terms » Philip Kotler accent. Marketing Basics

Philip Kotler accent. Marketing Basics

* * *

Introduction

In today's complex world, we all need to understand marketing. Whether we're selling a car, looking for a job, raising money for a charity, or promoting an idea, we're marketing. We need to know what the market is, who operates on it, how it functions, what its needs are.

We need to understand marketing and our role as consumers and our role as citizens. Someone is constantly trying to sell us something, and we must be able to recognize the marketing methods used. Knowing marketing allows us to be smarter as consumers, whether it's buying toothpaste, frozen pizza, personal computer or a new car.

Marketing is one of the fundamental disciplines for market professionals such as salespeople, retailers, advertisers, marketing researchers, new and branded product managers, etc. They need to know how to describe the market and break it down into segments; how to assess the needs, requests and preferences of consumers within the target market; how to design and test a product with the consumer properties necessary for this market; how to convey to the consumer the idea of \u200b\u200bthe value of the product through the price; how to choose skilled intermediaries so that the product is accessible and well presented; how to advertise a product so that consumers know it and want to buy it. A professional marketer must, no doubt, have an extensive set of knowledge and skills.

Those who wish to study marketing can find many books on the subject. But even the thickest textbooks barely skim the surface of this science, because there is a huge amount of information to know about each marketing tool. Newcomers to the study of marketing need a very general understanding of its basics, so as not to drown in a sea of specific details. It is from the standpoint of this approach that the proposed book “Fundamentals of Marketing. Short Course».

At the same time, the book “Fundamentals of Marketing. A Short Course" should not be viewed as just a general digression. The topic is too exciting to be limited to its schematic representation. The book provides case studies that illustrate the drama of modern marketing: the failure of the system cable television CBS corporations; the never-ending confrontation between Coca-Cola and Pepsi-Cola; rise in the beer market of the company "Miller" from seventh to second place; the impact of Avon female salespeople on home shopping; a long-term campaign by Columbia Records to promote the Man at Work Orchestra; a price war in the consumer computer market, etc. Each chapter begins with a description of some significant marketing event. Real-life examples throughout each chapter fill the bare bones of marketing with the pulse of life.

When writing the book, I was guided by several principles. It should be interesting to read. It should cover all the main points that both the market leader and the ordinary citizen need to know. The narrative should develop logically from chapter to chapter. The presentation should be based on scientific research data, and not on rumors and conjectures, and be focused on management problems. My goal is to prepare the reader to make better marketing decisions.

Philip Kotler

Means to facilitate the assimilation of the material

The book uses many special techniques designed to make it easier for students to learn marketing. Here are the main ones.

Statement of goals. To prepare for the perception of the material, each chapter is preceded by a statement of its objectives.

Initial screensaver. Each chapter begins with a short story from the practice of marketing, leading to the main material.

Numerical data, tables. The main provisions and principles about which in question illustrated in the book.

Inserts. Throughout the book, there are specially highlighted additional examples and other interesting information.

Summary. Each chapter ends with a brief recapitulation of the main provisions and principles set forth in it.

Issues for discussion. Each chapter is provided with a selection of questions covering the entire volume of the material presented in it.

Basic concepts. Definitions of new concepts are given at the end of each chapter.

Applications. Two appendices, "Marketing Arithmetic" and "Marketing Careers," provide additional material of practical interest.

Chapter 1 The Social Basis of Marketing: Satisfying Human Needs

Goals

After reading this chapter, you should be able to:

1. Define marketing and describe its role in the economy.

2. Compare five approaches to marketing management.

3. Tell what buyers, sellers and ordinary citizens expect from the marketing system.

4. Explain how marketing is used by the organization.

Everyday impact of marketing on consumers

Marketing affects the interests of each of us in any day of our lives. We wake up as the Sears clock radio turns on to a Barbra Streisand song followed by ads airline "United Airlines" about vacation in Hawaii. In the bathroom, we brush our teeth with Colgate toothpaste, shave with a Gillette razor, freshen our mouth with Listerine antiseptic, spray our hair with Revlon hairspray, and use a host of other toiletries and devices made in different parts of the world. We wear Calvin Klein jeans and Bass boots. In the kitchen, we drink a glass of Minute Maid orange juice, scoop Kellogg crispy rice into a bowl, and top it with Borden milk. After a while, we have a cup of Maxwell House coffee with two teaspoons of Domino sugar, while chewing on a Sarah Lee muffin. We buy oranges grown in California, coffee imported from Brazil, a newspaper made from Canadian wood, and the news reaches us on the radio as far away as Australia. Parsing the mail, we find in it another catalog of the Metropolitan Museum, a letter from sales representative Prudential Insurance Company with a variety of services and coupons to help you save money on our favorite branded products. We leave the house and go to shopping mall Northbrook Court, with Neiman Marcus, Lord & Taylor, Sears, and hundreds of shops stocked floor to ceiling with merchandise. Then we work out at the Nautilus fitness center, get a haircut at the Vidal Sassoon salon, and with the help of the Thomas Cook travel agency, we plan a trip to the Caribbean.

All this became possible thanks to the marketing system, and with minimal effort on our part. It provided us with a standard of living that our predecessors could only dream of.

Philip Kotler (May 27, 1931, Chicago, USA) is Professor of International Marketing at the J. L. Kellogg Graduate School of Management at Northwestern University in the United States.

He received a master's degree in economics from the University of Chicago and a Ph.D. He has received honorary doctorates from Stockholm University, the University of Zurich, the Athens School of Economics, DePaul University and the Krakow School of Economics.

March 13, 2014 Philip Kotler was awarded the degree of Honorary Doctor of the Russian University of Economics named after G.V. Plekhanov.

Kotler's parents lived in the Russian Empire on the territory of Ukraine, and after the 1917 revolution they emigrated to the United States.

Author of many books on marketing and management, over 100 articles for leading magazines. The only author to have been awarded the annual Alpha Kappa Psi award for the best article for the Journal of Marketing three times. He has many titles and awards for outstanding contribution into marketing.

He has received honorary doctorates from Stockholm University, the University of Zurich, the Athens School of Economics, DePaul University and the Krakow School of Economics. Professor Kotler has authored and co-authored 15 books, including Marketing Management, named one of the 50 best business books ever written by the Financial Times, and Social Marketing Places and The Marketing of Nations, published by The Free Press.

Dr. Kotler's many awards include The Paul D. Converse Award for "Outstanding Scientific Contribution to Marketing" by The American Marketing Association, and The Stuart Henderson Britt Award for Marketer of the Year. of the Year).

In 1985, he was the first to receive two major awards: The Distinguished Marketing Educator of the Year Award from the American Marketing Association and The Award for Excellence in Health Care Marketing. .

Dr. Kotler is a board member of the American Marketing Association. He advises on marketing strategy many large companies both in the United States of America and abroad.

His main merit is that he brought together and systematized all the knowledge about marketing, which previously belonged to completely different sciences. We can say that he was the first who singled out marketing as a separate specialty.

His book Marketing Fundamentals for 2009 was reprinted 9 times and is a kind of "Bible" for marketing. His textbooks have been published in more than 3 million copies in 20 languages and are revered as the bible of marketing in 58 countries around the world.

Books (13)

Collection of books

Through Kotler's deep thinking, you will quickly adapt your knowledge and skills to the new challenges and opportunities created by hypercompetition, globalization, and the Internet.

Here you will discover modern ideas presented in an exceptionally concise and reader-friendly form in the fields of direct marketing, global marketing and Internet marketing. You will find many cutting-edge strategies and tactics that can be immediately applied to the new challenges of the 21st century. — reducing the cost of attracting new customers and maintaining the loyalty of existing ones.

If your marketing strategy isn't working, Kotler's treasure trove of thoughts will give you hundreds of ideas to resurrect it. Spend a few hours with the world's most famous marketer today and boost your market indicators Tomorrow.

How to conquer cities and countries

65% of the world's GDP is concentrated in just 600 cities. Philip Kotler, one of the best marketing experts in the world, and his brother Milton, international marketing strategist, offer an action plan on how best to choose a city for further business expansion, suggest what to look for when opening a branch, and explain why building a long-term relationship with the city authorities will bring you significant benefits in the future.

This book should be read by every leader who wants to ensure the growth and expansion of his enterprise. The Kotler brothers rightly point to the increasingly active urbanization of the world economy and to fast growth emerging-country cities as two key trends that CEOs need to keep in mind to remain leaders and thrive in the new century.

End of capitalism? 14 Antidotes for the Diseases of the Market Economy

The world has written enough books on capitalism. Some criticize it, others defend it, others try to explain how it works. Why write another one?

The author of the book, world-renowned marketing guru Philip Kotler studied capitalism from different aspects. human life: making money, politics, time, ecology. The rich experience of a marketer and the knowledge gained from the Nobel Prize winners in economics allow him to see the shortcomings of the market system hidden from ordinary observers and ways to eliminate them.

This is not another weighty publication on capitalism, but a concise and clear explanation of the social and economic aspects capitalism, which will allow you to get a complete picture of this system in which we live.

Lateral Marketing: A Technology for Searching for Revolutionary Ideas

Lateral marketing is a technique for finding non-standard market solutions. It allows you to develop new products, find new market niches, and ultimately make a breakthrough in business. In this book you will find detailed guide on the implementation of lateral marketing in the practice of your company.

Without a doubt, lateral marketing is becoming a key marketing concept of the 21st century, and managers are pushing the boundaries of their thinking and significantly increasing profits.

Marketing for government and public organizations

"Marketing for government and public organizations"- a book-revelation, designed specifically for public sector workers.

It contains dozens of success stories from government organizations of all types and from around the world. World-famous expert Philip Kotler and social marketing consultant Nancy Lee show that marketing is not just another item of expenditure and by no means only communications, but a whole range of measures to improve the living standards of citizens.

The book will introduce you to the basic foundations of marketing in relation to the public sphere, teach you how to use marketing tools in order to gain the support of citizens and influence public opinion generally. Final goal these measures, to which the idea of the authors is reduced, is an increase in the revenue part of the budget of the state structure and a decrease in expenditure.

Place Marketing

Place marketing. Attracting investments, businesses, residents and tourists to cities, communes, regions and countries of Europe.

Place Marketing is the first book to offer a systematic analysis of the reasons why many European places have fallen on hard times and provide useful guidance on how to re-emerge in the new millennium.

The book is replete with examples of European locations implementing various strategies for dealing with competition. There are both the great successes that have come from applying the principles of place marketing, and the pitfalls and pitfalls that places have made in trying to compete for resources. The book offers ways out of a wide variety of difficult situations in which places find themselves.

Marketing Basics

This book introduces you to the fundamentals of marketing in a popular, entertaining and accessible way. The book surprisingly successfully combines theoretical information, examples of their practical application in real life and special methodological techniques that facilitate the assimilation of the material. The last feature makes this book useful not only for students, but also for teachers.

Marketing Basics

The ninth edition of Philip Kotler's well-known book Marketing Fundamentals, co-written with Gary Armstrong. This is not the first time the authors have teamed up to write a textbook on marketing. Together they managed to organize a truly exciting journey into the world of marketing. However, the easy writing style is not the only merit of this book.

The authors described in great detail the revolutionary changes that are taking place in marketing at the beginning of the new millennium under the influence of new technologies. In this edition, in each chapter, you will learn about the features of using the Internet for specific purposes and consolidate this knowledge by completing special exercises. And the general problems and prospects for using its capabilities, as before, are considered in a separate chapter.

Personal branding

Technologies for achieving personal popularity.

High popularity has become a commodity of great commercial value throughout the world. How to turn people who crave popularity into brands? How to keep high popularity?

The authors of the book provide answers to these questions by analyzing the success stories of brands such as Donald Trump, JK Rowling, Arnold Hierzenegger, Warren Buffett, Christina Aguilera, David Beckham, Rudolph Giuliani and many others.

The authors describe how representatives of show business, plastic surgeons, politicians, scientists, athletes can use various channels - websites, blogs, television, print media - to communicate their image to various target audiences.

It is unlikely that today there is a person who has done more for the development of marketing as a science than ( Philip Kotler). Perhaps it would not be an exaggeration to say that without F. Kotler there was no marketing. It was he who first spoke about marketing as a separate science. It was he who systematized and generalized disparate marketing knowledge, techniques and principles developed within the framework of other sciences. At the moment, there is no greater authority in the field of marketing theory than Kotler. And his “Fundamentals of Marketing” has gone through a dozen reprints and has long become a reference book for any marketer.

The main scientific achievements of F. Kotler

As already mentioned, Kotler's main merit is that he was the first to collect single system scattered knowledge about marketing from many other sciences (management, psychology, etc.). Today he is rightfully considered the "father" of marketing; man, who singled out marketing as a separate independent science.

This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported (CC BY-SA 3.0) license. Attribution: Jack11 Poland, on commons.wikimedia.org

Philip Kotel is the founder of scientific marketing.

F. Kotler has written many books on management and marketing, as well as more than 100 scientific articles for the world's leading magazines.

His most famous work in Russia is the book " Marketing Basics ” (“Principles of Marketing”) went through about a dozen reprints and became a marketing classic.

Of the other important works of Professor Kotler, it is worth noting the textbook " Marketing manager t "(Marketing Management"), also very popular all over the world.

Philip's contribution to the development of marketing is, in fact, very great. In addition to being the founder of modern marketing, he developed such concepts in the field of marketing as megamarketing, demarketing, synchromarketing, turbomarketing and others.

Biography of Philip Kotler

(Philip Kotler) was born on May 27, 1931 in the USA, in the city of Chicago. Philip's parents lived in Russian Empire until 1917, and after the revolution the Bolsheviks emigrated to America.

Entering the University of Chicago, in 1953, F. Kotler graduated with a master's degree in economics. And in 1956, he received a Ph.D. from the famous MIT (Massachusetts Institute of Technology). Further, Kotler continued his scientific research, studying mathematics at Harvard and the theory of personality behavior (in the field of behaviorism) at the University of Chicago.

From 1962 to the present day, Kotler has been a professor of international marketing.

This work is licensed under the Creative Commons Attribution 2.0 Generic (CC BY 2.0) license. Attribution: Marcio Okabe, on Flickr.com

Philip Kotler signing his book "Marketing 3.0" at the HSM Expo 2010 event.

In 1967, his first book, Marketing Management, was published.

Having become famous in the world of economics, F. Kotler begins to advise many successful and large companies, such as General Electric, Samsung, IBM, Coca-Cola and others.

Kotler travels a lot. He visited Europe, Asia and South America. In 1998 Kotler visited Russia.

Currently, F. Kotler, along with his teaching and writing activities, works in the company " Kotler Marketing Group » (KMG) - international consulting company in the field of marketing.

book " Marketing Basics» F. Kotler is often called the "Bible" of marketing;
Kotler considers the head of Virgin to be his inspiration Richard Branson And long years who led Apple Steve Jobs;
Kotler estimates his hour of work at $50 000 .

useful links

Official website of Philip Kotler - http://www.pkotler.org/
The official website of the company "Kotler Marketing Group" - http://www.kotlermarketing.com/

Galyautdinov R.R.

Philip Kotler is a famous researcher who has made a huge contribution to the development marketing sphere. This person will be discussed in more detail below.

Biographical information

Kotler was born in 1931 in one of the American cities. His parents were Ukrainians who moved to the US in 1917. Philip received an excellent education. He graduated from the University of Chicago, of which he later became, and was also able to defend scientific work at Harvard.

For a long time, Kotler's place of work was the Graduate School of Management at Northwestern University in the United States, where he was engaged in teaching and research activities. It is noteworthy that it was the educational institution mentioned above that was repeatedly recognized as the best American business school. This certainly has Philip's contribution.

The authorship of Kotler owns many books on marketing and management, and the total number of scientific articles written by him exceeds a hundred. The latter were published at various times in famous magazines. The merits of Kotler were highly appreciated, so Philip was awarded prestigious award"Alpha Kappa Psi", which the authors receive best articles on the subject of marketing. As for Kotler's books, the most famous of them is called "Marketing Management". This tutorial, which is studied by students of higher educational institutions different countries.

At one time, Kotler was engaged in the provision of advisory services. His clients include companies such as:

Bank of America;

Coca Cola;

Motorola;

General Electric.

Also, the governments of many states did not fail to use the services of Philip. In most cases, Kotler was involved in the creation of marketing programs for state companies who operate in a highly competitive environment.

Learn more about investing in marketing

Marketing is one of the activities that allows you to satisfy desires and needs through exchange processes.

Kotler was of the opinion that marketing is one of the greatest inventions of the 20th century. The main merit of the scientist is that he was able to prove that effective company management without using marketing tools impossible. In addition, Philip identified the main functions of marketing, namely:

1. Market segmentation;

2. Collecting market data;

3. Product positioning;

4. Market forecasting.

In his works, Kotler focused on the fact that marketing thinking develops due to political, managerial, economic, international and behavioral concepts. The researcher has always emphasized that the main thing in marketing is exchange. This means that this area exists in order to increase the number of transactions between companies and consumers. As for the future of marketing, Kotler believed that over time this science would become a reflection of human behavior in society.

Kotler's marketing concept

Marketing is a process that consists of:

Planning and implementation of the idea;

Pricing;

Promoting and selling a product or service through an exchange that satisfies the needs of the parties.

Planning is an important part of marketing. Both its current version and its strategic one are of great importance, because this is the only way to analyze the market situation, search for and select new sales markets, and create marketing programs. All this is required in order for the company's goal to be achieved. Philip believed that initially all marketing strategies are unique, but subsequently copied, and this negatively affects the level of their effectiveness. Combining strategies is impossible, because this can cause them to "rot".

The concept developed by Kotler has been severely criticized many times. Some scholars still believe that Philip looked too simply at the market and its components. Not everyone agrees with them. Many marketers are convinced that Kotler's idea was widely adopted for the reason that it clearly showed the need to develop theory in practice. In this regard, simple definitions and formulations are a huge plus, because it is easier to understand what actions need to be taken.

Philip Kotler, rightfully considered the founder modern theory marketing, was born on May 27, 1931 in Chicago, USA in a family of Russian-Ukrainian emigrants. Married, father of three daughters.

From 1962 to the present, Philip Kotler has been Professor of International Marketing at high school JL Kellogg Management at Northwestern University, Evanston, Illinois. He received a master's degree in economics in 1953 at the University of Chicago, a doctorate in science (in Russia it corresponds to a candidate of science) - in 1956 at the Massachusetts Institute of Technology, and then continued scientific activity(as a Post Doctoral Fellow) at Harvard in mathematics, and at the University of Chicago in behaviorism (personal behavior).

Professor Kotler has been Chairman of the Institute of Management College of Marketing, Director of the American Marketing Association, Trustee of the Marketing Institute, Director of the MAC Group, and a member of the Yankelovich Advisory Board, Copernicus Advisory Board. He was a member of the board of trustees of the School of the Arts in Chicago and a member of the advisory board of the Peter Drucker Foundation.

Philip Kotler has advised companies such as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others on marketing strategy and planning, marketing organization and international marketing. He traveled to many countries in Europe, Asia and South America, where he lectured and advised various companies on the application of economic and marketing principles in order to increase their competitiveness. He has also advised governments and authorities around the world on how to develop and position the skills and resources of these countries' companies to compete globally.

Philip Kotler currently works for the Kotler Marketing Group (KMG), an international marketing consulting company, along with his teaching and writing activities.