Chapter 63 "Marketing in 2005" in the eyes of Kotler

In his new book "Kotler on Marketing" in 2000, Philip Kotler described the marketing pattern in his mind in 2005 in the way of "flashback in time and space".For mass consumer goods such as beverages, food, and household appliances, Kotler's prediction seems a bit far away.However, the continuous maturity of the Internet and management software has made the trend of marketing development unstoppable. If you are an entrepreneur or a member of a company, you may wish to match the following characteristics with the current marketing status of the company. Maybe you A path for future growth will be found.

1. The pursuit of customers is becoming more and more important, and the company begins to focus on customer share rather than market share.The widespread establishment of customer databases has made it increasingly difficult for companies to acquire new customers, and methods such as "cross-selling" and "advanced selling" have been widely used. 2. The company shifts from a transactional perspective to a focus on building customer loyalty.Many companies are starting to adopt a "customer supply for life" mindset, whereby long-term purchase agreements allow companies to afford thin margins on a single transaction.

3. Thanks to e-commerce, the real intermediary function of wholesalers and retailers has disappeared.All products can no longer appear on the storefront and can still be contacted with customers through the Internet.What more retailers sell is not "commodity" but "experience". 4. The resident sales staff are all in the form of joining, not employees hired by a certain company.The company equips them with the latest sales automation tools, including presentation equipment that can develop personalized multimedia, and customized product services and contracts for various markets.The most effective salespeople are those who are the most informative, trustworthy, approachable, and the best listeners.

5. In addition to patent rights, copyrights and excellent geographical location, companies cannot maintain their competitive advantages.Competitors can use "benchmarking" (the company systematically improves itself and surpasses its opponents through continuous comparison and learning with the industry leader), "reverse deconstruction" (by comparing with the leader, discover gaps in the market and Weaknesses of rivals, and then set their own development strategies) and "technological leaps" to quickly replicate competitive advantages.The only sustainable advantage of an enterprise is its ability to learn and change quickly.