Essay about Marketing Management

230399 Words Jul 22nd, 2015 922 Pages
Millenium Edition
Philip Kotler

Custom Edition for
University of Phoenix

Excerpts taken from:
A Framework for Marketing Management, by Philip Kotler
Copyright © 2001by Prentice-Hall, Inc.
A Pearson Education Company
Upper Saddle River, New Jersey 07458
Marketing Management Millenium Edition, Tenth Edition, by Philip Kotler
Copyright © 2000 by Prentice-Hall, Inc.
All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.
Compilation Copyright © 2002 by Pearson Custom Publishing.
This copyright covers material written expressly for this volume by the editor/s as well as the compilation itself. It does not cover the
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Therefore, tomorrow’s successful companies will have to heed three certainties: ➤

Global forces will continue to affect everyone’s business and personal life.

Technology will continue to advance and amaze us.

There will be a continuing push toward deregulation of the economic sector.

These three developments—globalization, technological advances, and deregulation—spell endless opportunities. But what is marketing and what does it have to do with these issues?
Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is “meeting needs profitably.” Whether the marketer is Procter & Gamble, which notices that people feel overweight and want tasty but less fatty food and invents Olestra; or CarMax, which notes that people want more certainty when they buy a used automobile and invents a new system for selling used cars; or IKEA, which notices that people want good furniture at a substantially lower price and creates knock-down furniture—all illustrate a drive to turn a private or social need into a profitable business opportunity through marketing.

A recent book, Radical Marketing, praises companies such as Harley-Davidson for succeeding by breaking all of the rules of marketing.1 Instead of commissioning expensive marketing research, spending huge sums on advertising, and operating large market-




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