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PHILIP KOTLERS30 MARKETING QUOTESThe Art Of WarBy Sompong Yusoontorn

You should never go to battle before youve won the waron paper. The good news is that Marketing takes an hourto learn. The bad news is that it takes a lifetime to master.

Marketing is not the art of finding clever ways to dispose of whatyou make.Marketing is the art of creating genuine customervalue. It is the art of helping your customer become better off.The marketers watchwords are quality, service, and value.

Marketing management is the art and science ofchoosing target markets and getting, keeping andgrowing customers through creating, delivering, andcommunicating superior customer value.

Every business is a service business.You are not achemical company. You are a chemical servicesbusiness. Does your service put a smile on thecustomers face?

Your company does not belong in any market where it cant be the best. Within five years,if youre in the same business you are in now,youre going to be out of business.

The Research and Development department notthe sales department --- should be held accountablefor a products success. Who should ultimately design the product? The customer, of course.

I dont care what happened to your profits. Haveyou improved your share of the customers mindand heart this year? It is no longer enough to satisfyyour customers. You must delight them.

I would rather improve my business every day than depend on abreakthrough every year. Today you have to run faster to stay inthe same place. The future isnt ahead of us. It has already happened.Unfortunately it unequally distributed among companies,industries, and nations.

Companies pay too much attention to the cost of doingsomething. They should worry more about the cost ofnot doing it. Its more important to do what is strategicallyright than what is immediately profitable.

Commodities are simply products waiting for a redefinition.There is no such thing as a commodity. It is simply a productwaiting to be differentiated. If you can differentiate a deadchicken, you can differentiate anything.

The art of marketing is the art of brand building. Ifyou are not a brand, you are a commodity. Then priceis everything and the low-cost producer is the only winner.

The only way to serve your companys interest isto serve your customers interest. Dont buy marketshare. Figure out how to earn it. I think it is harderto be a market leader than a market challenger.

Marketing is the homework that we do beforewe have a product. If it takes three years todevelop the product, it wont be the right product.

Marketers influence demand by making theproduct appropriate, attractive, affordable,and easily available to target consumers.

Marketing thinking is shifting from trying to maximizethe companys profit from each transaction to maximizethe long-run profit from each relationship.

It has become increasingly important for marketing professionalsto speak the language of the CFO. A financial background allowsmarketers to better quantify the anticipated impact of anycampaign, which in turn aids in greater buy-in.

Cost is of no importance in setting the price.Itonly helps you to know whether you should bemaking the product.

Marketings future lies in database marketingwhere we know enough about each customerto make relevant and customized offers to each.

Every company needs two marketing departments,one that has mastered the tactics of getting rid oftodays products and the other that has masteredthe strategy of imagining tomorrows products.

The aim of selling is to satisfy a customer need; theaim of marketing is to figure out his need. All customersare important but some are more important than others.

Competitive advantage is a companys ability toperform in one or more ways that competitorscannot or will not match. The three Fs of servicemarketing be fast, flexible, and friendly.

The key to branding, especially for smaller firms,is to focus on a limited number of issue areas anddevelop superb expertise in those areas.

If markets are to be segmented and cultivated, theymust meet certain requirements. Segments must beMeasurable, Substantial, Accessible, Differentiable,and Actionable.

Integrated marketing communications are away to examine the entire marketing processfrom the point of view of the receiver.

Underestimating chaos can lead to strategies thatneither defend a company against its vulnerabilitiesnor allow it to take advantage of the opportunitiesarising from chaos.

There is an immutable conflict at work in life andin business, a constant battle between peace andchaos. Neither can be mastered, but both can beinfluenced.

If the marketer does a good job of identifyingconsumer needs, developing appropriate products,and pricing, distributing, and promoting themeffectively, these goods will sell very easily.

Too much of todays marketing is 1P marketing.Companies mainly concentrate on promotion andsales and disregard product, price and place(distribution). This results in ineffective marketing.

Every company should work hard to obsolete itsproduct linebefore competitors do. The majorcause of company failure is company success.

Poor firms ignore their competitors;average firms copy their competitors;winning firms lead their competitors.Thank You Very MuchSompong Yusoontorn