10.0.1 kotler
TRANSCRIPT
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Peter Drucker,
The Grandfather of ModernMarketing
Presentation by Philip Kotler
Drucker Celebration
November 20, 2009
Vienna
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Peter Drucker and Marketing
How I met Peter.
A phone call from Peter.
Visiting Peters art collection at Claremont
College.
Visiting Peter and Doris at home.
Going to meetings at the Drucker Institute.
What I learned about marketing from Peter.
How is marketing evolving?
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Peters Teachings in Marketing
"The purpose of a business is to create a customer."
"Business has only two functions -- marketing and innovation. All the rest
are costs."
"The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself.
The aim of marketing is to make selling unnecessary.
"The best way to predict the future is to create it.
"The entrepreneur always searches for change, responds to it, and exploits it
as an opportunity."
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POSTWARSOARING TURBULENT
UNCERTAIN
ONE-TO-ONE
FINANCIALLY-DRIVEN1950s
1960s
1970s
1980s
1990s
2000s
The MarketingMix
Product Life
Cycle Brand Image
MarketSegmentation
The MarketingConcept
The MarketingAudit
The Four Ps
Marketing
Myopia
Lifestyle
Marketing
The Broadened
Concept of
Marketing
Targeting
Positioning
Strategic
Marketing
Service
Marketing
Social Marketing
Societal
Marketing
Macro-marketing
Marketing
Warfare
Global Marketing
Local Marketing
Mega-marketing
Direct Marketing
Customer
Relationship
Marketing
Internal
Marketing
Emotional
Marketing
Experiential
Marketing
Internet and e-
business
Marketing
Sponsorship
Marketing
Marketing Ethics
ROI Marketing
Brand Equity Marketing
Customer Equity
Marketing
Social Responsibility
Marketing
Consumer
Empowerment
Social Media Marketing
Tribalism
Authenticity Marketing
Co-creation Marketing
Marketing Moves!!
Source: Philip Kotler
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Are You Using the New Media?
Traditional Media
Face-to-face sales calls
Writing
Leaflets and posters
Billboards
Newspapers
Magazines Direct mail and catalogs
Telephone
Radio
TV
Film
Sponsorships Street level promotion
Festivals
Trade fairs Product placement
Digital Media
Websites
Email
Banners and pop-ups
Webcasts
Blogs
Podcasts Videocasts
Mobile marketing
Social network sites
Stimulated buzz
Digital inhabitants, digital natives, andmentoring.
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Using Marketing Automationand Measuring Results
Predictive analytics
Marketing metrics andROI
Marketing models
Sales automation
Marketing automation
Marketing dashboards
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VALUE-BASED MARKETING
Deliver
SATISFACTIONRealize
ASPIRATIONPractice
COMPASSION
ProfitAbility ReturnAbility SustainAbility
Be BETTER DIFFERENTIATEMake a
DIFFERENCE
Mind Heart Spirit
Mission(Why)
Vision(What)
Values(How)
INDIVIDUALCOMPANY
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
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For SC Johnson, creatingsustainable economicvalue means helping
communities prosper whileachieving profitable
growth for the company.
SustainingValues:
SC Johnson PublicReport
We believe ourfundamental
strength lies in ourpeople.
MIND HEART SPIRIT
Promoting reusable
shopping bags Base of the Pyramid
MissionContributing to the community
wellbeing as well as sustaining
and protecting the environment
VisionTo be a world leader in delivering
innovative solutions to meet
human needs through
sustainability principles
ValuesSustainability
We create economic value
We strive for environmental
health
We advance social progress
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
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Within five years. If youre in the
same business you are in now,
youre going to be out of business.