Kotler proposes dividing the marketing department into two complementary but separate departments
Posted: Mon Dec 23, 2024 10:44 am
One in charge of selling what is being produced at that moment (that is, a department focused on production (not on the client) that is, in charge of taking what is produced to the street and selling it, taking it out of the company's warehouses. Its mission is to help sellers sell.
This other one is the one who will take care of what he calls advanced marketing and who does not have to sell or worry about it. His job is to generate a good offer for the market in the future (not today or for today) and generate a good future from that creation.
Then the figure of the Marketing Director also appears. Today, a Marketing Director must develop the following tasks:
Make the company more focused on the customer than on the product
Collaborate so that people who work in the company get feedback from customers and from there new opportunities to generate products and services
Transitioning from demographic customer segmentation to behavioral segmentation (consumer attitudes)
Evaluate products in a different way, that is, determine what should be manufactured and what should not based on what was investigated and analyzed in the previous point (consumer attitudes)
Determine which metrics were to be taken into account to all mobile number list measure the Return on Investment in Marketing
Some of the mistakes that Kotler detected when doing marketing and that it would be interesting to take note of as a businessman to avoid them:
Not having a strategy, I'm not saying not doing it well, not having one. That is, not knowing how to implement marketing. This leads to the following problems:
Sellers are reluctant to accept the proposed plan
Advertising does not get results or does not coordinate adequately with distribution: the campaign is successful (for example) and the product is not.
An example taken from Phil himself in one of his talks to illustrate and close the note: "I went to a store to buy a camera. Why? Because Sony had convinced me with its commercials that I wanted one of those. However, I ended up buying a Sharp brand camera. What happened? The variables of the so-called "Consumer Marketing" appeared, which is what really happens in the store and which could be any of these things.
The seller preferred to sell me a Sharp because he got a better commission.
The Sharp machine had additional functionality to the Sony
The Sharp was simply better displayed.
As simple and as complex as marketing itself, it is undoubtedly fascinating to follow closely everything that Phil Kotler has to teach us, which, like good wine, becomes of higher quality over time.
This other one is the one who will take care of what he calls advanced marketing and who does not have to sell or worry about it. His job is to generate a good offer for the market in the future (not today or for today) and generate a good future from that creation.
Then the figure of the Marketing Director also appears. Today, a Marketing Director must develop the following tasks:
Make the company more focused on the customer than on the product
Collaborate so that people who work in the company get feedback from customers and from there new opportunities to generate products and services
Transitioning from demographic customer segmentation to behavioral segmentation (consumer attitudes)
Evaluate products in a different way, that is, determine what should be manufactured and what should not based on what was investigated and analyzed in the previous point (consumer attitudes)
Determine which metrics were to be taken into account to all mobile number list measure the Return on Investment in Marketing
Some of the mistakes that Kotler detected when doing marketing and that it would be interesting to take note of as a businessman to avoid them:
Not having a strategy, I'm not saying not doing it well, not having one. That is, not knowing how to implement marketing. This leads to the following problems:
Sellers are reluctant to accept the proposed plan
Advertising does not get results or does not coordinate adequately with distribution: the campaign is successful (for example) and the product is not.
An example taken from Phil himself in one of his talks to illustrate and close the note: "I went to a store to buy a camera. Why? Because Sony had convinced me with its commercials that I wanted one of those. However, I ended up buying a Sharp brand camera. What happened? The variables of the so-called "Consumer Marketing" appeared, which is what really happens in the store and which could be any of these things.
The seller preferred to sell me a Sharp because he got a better commission.
The Sharp machine had additional functionality to the Sony
The Sharp was simply better displayed.
As simple and as complex as marketing itself, it is undoubtedly fascinating to follow closely everything that Phil Kotler has to teach us, which, like good wine, becomes of higher quality over time.