...Philip Kotler Biography Phillip Kotler Born 27 May 1931 in Chicago, is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He received his Masters degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Kotler started teaching marketing in 1962 at the Kellogg School of Management, Northwestern University. Kotler moved into marketing which he believed is an essential part of economics. He saw demand as influenced not only by price but also by advertising, sales promotions, sales force, direct mail, and various institutions (wholesalers, retailers, agents, etc.) operating as distribution channels. In 1967, Kotler published Marketing Management: Analysis, Planning, and Control, now in its 14th edition and the world’s most widely adopted textbook in graduate schools of business. Where previous marketing textbooks were highly descriptive, this text was the first to draw on economic science, organizational theory, psychology of behavior and choice, and analytics. It described theory and practice and drew on findings from empirical studies and cases. The Financial Times on December 9, 1996 cited Marketing Management as one of the 50 greatest business books of all times. Kotler is the author and co-author of over 55 books and 150 published articles. His other...
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...Philip Kotler Biography Phillip Kotler Born 27 May 1931 in Chicago, is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He received his Masters degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Kotler started teaching marketing in 1962 at the Kellogg School of Management, Northwestern University. Kotler moved into marketing which he believed is an essential part of economics. He saw demand as influenced not only by price but also by advertising, sales promotions, sales force, direct mail, and various institutions (wholesalers, retailers, agents, etc.) operating as distribution channels. In 1967, Kotler published Marketing Management: Analysis, Planning, and Control, now in its 14th edition and the world’s most widely adopted textbook in graduate schools of business. Where previous marketing textbooks were highly descriptive, this text was the first to draw on economic science, organizational theory, psychology of behavior and choice, and analytics. It described theory and practice and drew on findings from empirical studies and cases. The Financial Times on December 9, 1996 cited Marketing Management as one of the 50 greatest business books of all times. Kotler is the author and co-author of over 55 books and 150 published articles. His other...
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...Bibliography of Entrepreneurship Where can you find out what research has been done in a specific field of entrepreneurship? This bibliography lists major books and articles on various aspects of entrepreneurship grouped by subject. It does not claim comprehensiveness. Checking these sources, however, will give you a good coverage and encourage further investigation. A list of journals can be found in the Entrepreneurship Journals section. * Adamson, D. Walking the High-Tech High Wire: The Technical Entrepreneur's Guide to Running a Successful Enterprise. McGraw-Hill, 1994. * Baird. M.L. Engineering your Start-up: A Guide for the High-Tech Entrepreneur. Professional Publications, 2003. * Bhide, A. The Origin and Evolution of New Businesses. Oxford University Press, 2003. * Birley, S., and D. Muzyka, eds. Mastering Entrepreneurship. Pitman, 2000. * Boston, Thomas, and Catherine Ross. The Inner City. Transaction Publishers, 1997. * Brown, S.L., and K.M. Eisenhardt. Competing on the Edge: Strategy as Structured Chaos. Harvard Business School Press, 1998. * Bygrave, W.D., and A.L. Zacharakis, eds. The Portable MBA in Entrepreneurship. 4th edition. Wiley, 2010. * Cristol, Steven, and Peter Sealey. Simplicity Marketing. Simon and Schuster, 2007. * Drucker, P. Innovation and Entrepreneurship. 2Rev Ed edition. Butterworth-Heinemann, 2010. * Hopkins, Bruce. A Legal Guide to Starting and Managing a Nonprofit Organization. 3rd edition. Wiley, 2000...
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...offering more for less or more for the same cost. Marketing the Rewards Program and its Challenges In order for Classic Airlines to improve their current rewards program, they need to focus on customer relations. Customers will pay more for something extra, but they will not pay more for something that other airlines offer for equal or lesser value. Classic Airlines needs to work on rebuilding their customer’s confidence. “The offering will be successful if it delivers value and satisfaction to the target buyer” (Kotler & Keller, 2006). Classic Airlines should distribute surveys to the public online or mail to get the potential flyers opinion about what an ideal airline can do for them. To kill two birds with one stone, this tactic will also help Classic Airlines to market their company. They may even want to consider offering a small token of appreciation for those who do complete the survey, such as a $5 gift card or 10% off their next ticket when they book with Classic Airlines....
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...Marketing Mix Analysis of iPad Executive Summary Managing and developing marketing mix appropriately is extremely important to firm's marketing and success. In order to marketing product successfully, the right product must be exhibited to right people at the right place, right price and right time. If a firm can manage the marketing mix successfully, as a result, it can be a source of competitive advantage for firms. Each element of the marketing mix should be analyzed and if necessary, adapted to ensure that the right balance is achieved to give the product or service the very best chance of success in the market place. Apple is a successful company and its previous product iPod has a high market share in the global market due to its brand perception and image as s high quality innovative brand. In 2010, Apple launched an innovative product – “iPad” in US, which is a tablet computer with touch screen. Even in the first launching date iPad had been sold 0.3 million units. The product no doubt is getting support of Apple’s brand image and it has changed the way to consumer lifestyle. That is why iPad is thought as a revolutionary who will arouse a wave to electronic industry. Apple’s iPad delivered the value to the customer via marketing mix tools called the 4Ps: * Product looks good and works well. * Right price. * Right place at the right time. * Successful promotion helps to a larger output. Apple followed this by innovation and introducing new...
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...isgo n odfryu t odadgo o o 5 1 Specialized Features New coverage in every chapter of the fourteenth edition shows how companies and consumers are dealing with marketing and the uncertain economy in the aftermath of the recent Great Recession. 2 Throughout the fourteenth edition, you will find revised coverage of the rapidly changing nature of customer relationships and new material on such topics as customermanaged relationships, crowdsourcing, social networking, and consumergenerated marketing. to Enhance Your Learning 3 The enhancedlearning design of the book features annotated, illustrated chapter opening vignettes to introduce key chapter concepts. For each chapter, the Objectives Outline shows what students will need to know and where to find it. The endof chapter Reviewing Objectives and Key Terms summary tie back to the chapter objectives. From beginning to end, a fully integrated customer value framework captures the essence of today’s marketing. 4 5 Updated annotated figures and author comments throughout each chapter provide the authors’ insights on key points. Learn to think like a marketer using: • Study Plan. The Study Plan helps ensure that you have a basic understanding of course material before coming to class by guiding you directly to the pages you need to review. • MiniSimulations. Move beyond the basics with interactive simulations that place you in a realistic marketing situation and require you to make decisions based on marketing ...
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...Marketing Mix Analysis of iPad Marketing Mix Analysis of iPad Executive Summary Managing and developing marketing mix appropriately is extremely important to firm's marketing and success. In order to marketing product successfully, the right product must be exhibited to right people at the right place, right price and right time. If a firm can manage the marketing mix successfully, as a result, it can be a source of competitive advantage for firms. Each element of the marketing mix should be analyzed and if necessary, adapted to ensure that the right balance is achieved to give the product or service the very best chance of success in the market place. Apple is a successful company and its previous product iPod has a high market share in the global market due to its brand perception and image as s high quality innovative brand. In 2010, Apple launched an innovative product – “iPad” in US, which is a tablet computer with touch screen. Even in the first launching date iPad had been sold 0.3 million units. The product no doubt is getting support of Apple’s brand image and it has changed the way to consumer lifestyle. That is why iPad is thought as a revolutionary who will arouse a wave to electronic industry. Apple’s iPad delivered the value to the customer via marketing mix tools called the 4Ps: Product looks good and works well. Right price. Right place at the right time. Successful promotion helps to a larger output. Apple followed this by innovation and introducing...
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...Food & Beverages industry – Gardenia Bakeries (KL) Sdn. Berhad TABLE OF CONTENT PAGE 1.0 INTRODUCTION 4 2.0 COMPANY BACKGROUND 4 3.0 SEGMENTATION, TARGETING AND POSITIONING 5 3.1 SEGMENTATION 6 3.1.1 PSYCHOGRAHIC FACTORS 6 3.1.2 DEMOGRAPHIC FACTORS 7 3.2 TARGETING 7 3.3 POSITIONING 8 4.0 MARKET ENVIRONMENT 8 4.1 COMPETITIVE FACTORS 8 4.2 ECONOMIC FACTORS 9 4.3 POLITICAL AND LEGAL FACTORS 9 4.4 TECHNOLOGICAL FORCES 10 4.5 SOCIOCULTURAL FORCES 10 5.0 MARKETING MIX 10 5.1 PRODUCT 11 5.2 PLACE 14 5.3 PRICING 16 5.4 PROMOTION 18 6.0 CONCLUSION 21 7.0 REFERENCES 23 1 1.0 INTRODUCTION In this assignment, we will focus about the marketing strategies of Gardenia Bakeries (KL) Sdn. Bhd (Gardenia) in the consumer market. Although Gardenia Bakeries launch a lot of products in South East Asia, here we will only focus on products and marketing activities done by Gardenia Bakeries in Penisular Malaysia. We are going to analyse the marketing strategies by Gardenia Bakeries such as how Gardenia Bakeries does it market segmentation, targeting and positioning. Segmentation, targeting and positioning helps Gardenia Bakeries to find out which area or segment should the company focus in. Besides, we will also look at its marketing environment that plays an important role in implementing marketing activities...
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...macro environment. Therefore, they can influence factors in the micro environment and respond to potential macro environmental factors that can affect to them within next 12 months in Australia. This report focuses on marketing concepts which explain micro and macro environment. These key marketing concepts will be analysed and explain how KFC applied into their strategies. This report is based on academic resources such as marketing lecture notes of Insearch, text books of Philip Kotlers and academic online resources. II - Micro Environment Micro environment is examined as an environment in which the company can indirectly influence such as customers, partners, competitors and industry. For each factor, the company need to have suitable strategies to affect. 1. Customers Under marketing concepts of Philip Kotler (Marketing Management, Defining marketing for the 21st century, Philip Kotler), customers are determined as people who purchase product and they may or may not use that product for themselves. Besides, Kotler states that customers are centred instead of products. The company need to meet their customers’ needs, wants or demands. In this case study, KFC applied their price and product strategies to...
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...Being known or being one of many: the need for brand management for business-to-business (B2B) companies Philip Kotler Marketing Department, Kellogg School of Management, Northwestern University, Evanston, Illinois, USA, and Waldemar Pfoertsch Pforzheim University, Pforzheim, Germany and China Europe International Business School, Shanghai, People’s Republic of China Abstract Purpose – This analysis aims to examine the need of business-to-business companies for branding and analyzes the options for success by means of the stock performance. Design/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main survey. Findings – Long-term branding strategies, brand performance and firm’s business performance are found to be positively correlated with stock increase. Current brand focus and use of guiding principles can lead to improved business performance. Research limitations/implications – The study has possible location- and industry-specific limitations. Practical implications – Managerially, the findings encourage firms to adopt a long-term branding strategy, focusing not only on brand development. Originality/value – By systematically examining relationships between branding strategy and performance of the global firms, this study adds knowledge to the field of B2B brand research. Keywords Business-to-business marketing, Brand management, Marketing strategy, International marketing Paper type Conceptual paper An executive...
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...between customer and competitors. Next, there is a significant evaluation of the product analyse with reference to the type of products, the three level of products, the branding strategies, and what types of packing and labelling that L’Oreal Paris provided. In addition, a complete analysis of target segment and how current product influence buyer behaviour and meet difference needs and wants. Later on, L’Oreal Paris needs to consider and build the marketing mix to attract more consumers. It includes a brief evaluation of the price, place, promotion and products. Some recommendations associated with several aspects are also provided at the end of this report. The sources of information were collected from academic journals and text book as secondary data. 1.0 Introduction 1.1 Purpose The goal of this report is to demonstrate the market environment and examine whether the product of L’Oreal Paris has satisfied its...
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...Marketing Shapes Consumer Needs and Wants Name Here University Here How Marketing Shapes Consumer Needs and Wants Marketing shapes consumer needs and wants by influencing consumers to change their needs to wants. Our text book defines needs as “basic human requirements” (Kotler & Keller, 2009, p.12) and wants as needs which are “directed to specific objects that might satisfy the need” (Kotler & Keller, 2009, p.12). Marketers understand that consumers have five types of needs: stated, real, unstated, delight and secret (Kotler & Keller, 2009). By targeting these needs and informing consumers marketers are shaping consumer needs by “helping consumers learn what they want” (Kotler & Keller, 2009, p.13). It is much easier for companies to use marketing to shape consumer needs and wants versus using marketing to reflect the needs and wants of consumers. For example if consumer needs and wants change quickly and often, manufacturers can’t simply change their production lines overnight (Helen 2009). Fast Food Marketing The best examples of effective marketing today can be seen in the fast food industry. Fast food companies are targeting the real human need to eat and influencing consumers to want their products. The fast food industry spent more than 4.2 billion dollars in 2009 to advertise their products to all audiences (Harris 2009). This advertising is so effective that it has convinced 15% of preschoolers that it is ok to eat fast food every...
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...Identification of the marketing academic’s work 1. Introduction Philip Kotler has come to be known as one of the pioneers who has contributed to the field of marketing by broadening the subject as a profession which is now taught in schools and as part of a key area which needs to be incorporated in the business as part of the business plan. Born in Chicago on the 27th of May in 1931 to Russian Immigrants. He grew up with his three brothers in Chicago, where his parents ran a retail business. At an early Dr Kotler was seen to be someone who enjoyed reading. Dr Kotler is married to Nancy with three children. [pic] [pic] 2. Professional Background Kotler earned his Masters degree in economics from University of Chicago and his PhD at M.I.T both in economics. He also did his postdoctoral work in mathematics at the Harvard University and behavioural science at the University of Chicago. In 1962 he joined the Northwestern University which was later named as Kellogg School of Management. He has since been known as the distinguished S.C. Johnson & Son Distinguished of International Marketing at the Kellogg School of Management at Northwestern University. In business he has consultated and researched for IBM, American Bank, General Electrical and Honeywell. 3. Author: As an author he authored and co-authored 47 books by 2007. Amongst those books is the famous Marketing Management book which was released in 1967 which has since been recognised as the marketing...
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...someone with a higher position and greater responsibilities. An article by McDonough and Emisar states, “Structure creates order and makes the various duties assigned to a multitude of employees manageable and clear to all involved,” (2011). Placing employees was not as easy as I thought at first. I rearranged them in several drafts. The intention was to get the employees trained and then to move them into their respected areas of strength. The problem arose as I was trying to figure out who was going to train them. I had to ask the question of whether I wanted to combine areas or strengthen them individually. In a marketing management book, Kotler assesses that greater commitment to a broad range of marketing initiatives in high performing companies outranked low-performing firms that chose to concentrate on cutting marketing staff levels (Kotler, 2011). In consideration, concentration was placed on keeping the areas as already designed, but strengthen the training between them. In the Human Resources (HR) department, I left two original employees to run the area of Workforce Planning and Employment, Compensation and Benefits. The other two existing employees are to run the Training & Development, Employee Relations, Risk Management area. Since these two employees are running the training department, they will be training the two new employees on the HR responsibilities for the training period length. Later they...
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...Review article, The Female Economy, (Silverstein, 2009), specifically as it discusses the shortfalls in marketing to women today. The key issue in Silverstein’s article is the lack of effective marketing to women. With women influencing the lion share of annual consumer spending and representing a growth market more than twice as big as China and India combined, the article illuminates how marketing has missed the mark (or market) for women. (Silverstein, 2009.) In his text, Principles of Marketing, Philip Kotler discusses market segmentation as “dividing the marketing into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes”. (Kotler, 5th ed. 2014) Kotler further breaks down market segmentation into market targeting which “evaluates each market segment’s attractiveness and selects one or more segments to enter”. Gender is one of Kotler’s sub-categories of market targeting. (Kotler, 192) 2.0 Current Issues regarding Marketing to Women As I read through Silverstein’s article, I became increasingly frustrated with the discussion. Even with statistics evidencing the potential for even greater influence by women in the coming years, the discussion still encircled issues such as children and daycare, cosmetics and kitchen appliances. So I tried a different approach to my research and took the “What Do Women Want” survey, at www.womenspeakworlwide.com, that the article offered and...
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