Quote

There is no such thing as a commodity. It is simply a product waiting to be differentiated.

Philip Kotler

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Philip Kotler
Age: 93
Born: 1931
Born: May 27
Author
Businessperson
Economist
Mathematician
University Teacher
Writer
Chicago
Illinois
Products
Simply
Waiting
Thing
Differentiated
Commodity
Product

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Good companies will meet needs great companies will create markets.
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Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.
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The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.
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In America, we are not lacking solutions. We are lacking a two-party system that is willing to agree on solutions. Part of this is due to rigid ideological positioning that substitutes for really thinking about the facts and solutions.
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People who lack material wealth, who are poor, won't be very happy. They will be obsessed with meeting their bills at pay day. And people who have an abundance of material goods are often not happy.
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Today you have to run faster to stay in place.
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Great insight comes from seeing something as odd and finding out why.
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Every company should work hard to obsolete its own product line - before its competitors do.
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A country's middle class is its bedrock.
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The most important thing is to forecast where customers are moving, and be in front of them.
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Most of the productivity gains appear to go to the top 1 percent. Most people don't have enough income and as a result, they borrow additional money by using their credit card and they fall into high debt. The result of the growing income gap is a slower growing GDP (too few people with money to spend) and a rising tide of indebtedness.
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People are more comfortable with the familiar. It takes selling a big dream that comes with excellent income possibility to get someone to leave his or her comfort zone.
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In fact, Capitalism has a vested interest in creating new wants and making people unhappy until they acquire the next good.
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Strategy is indeed about choosing what not to do as well as what to do. A business unit needs to decide what need it aims to satisfy in what group of people and with what value proposition that distinguishes the business from its competitors.
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Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.
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Every business is a service business. Does your service put a smile on the customer's face?
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Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.
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The best advertising is done by satisfied customers.
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Your company does not belong inmarkets where it cannot be the best.
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When it comes to efficiency and effectiveness, I would always start with effectiveness. I am interested in achieving a certain outcome. Only secondarily do I worry about achieving it as efficiently as possible.
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