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BSS FAQs On Marketing [electronic resource] : Answers and Advice by the Guru of Marketing

By: Material type: Computer fileComputer filePublisher number: 9789814382328Series: Business solutions seriesPublication details: Singapore : Marshall Cavendish, 2012.ISBN:
  • 9789814408684
Subject(s): Genre/Form: Additional physical formats: Print version:: BSS FAQs On Marketing : Answers and Advice by the Guru of MarketingDDC classification:
  • 658.8
LOC classification:
  • HF5415.55 .K384 2012
Online resources:
Contents:
Cover; Title; Copyright; Contents; Preface; Part 1 Markets and Marketing; Definition; What is marketing?; In your opinion, what are the main concepts used in marketing?; How would you summarize the key processes involved in marketing and their importance?; Many companies see marketing as mainly a department, but you've described it as a total company philosophy and practice. How is that?; Doesn't marketing have to be adapted to each country and region? Are there any fixed principles?
How has marketing changed since its beginnings?Do marketing theory and practice change very much?; If you were forming a business and building a sales and marketing infrastructure, and had your pick between a great salesman or a great marketing man, but you could afford only one, which would you pick? Why?; What is the worst type of marketing?; Is there anything particularly encouraging in marketing today that makes you personally feel optimistic about its future?
In your definition of "demarketing," you suggest that marketing can be used to dissuade people from using certain products and services. Doesn't that annul the marketing concept, which is "to meet customers' needs?"
Is it possible that the products available today meet all or almost all of our needs and that the problem facing marketing today is that there are few remaining needs to be met?Why is marketing the best way to satisfy individual needs?; Is marketing the same in the consumer goods, services, and businessto-business areas?; What is the mission of marketing?; You say that marketing must play the lead role in shaping business strategy. Do you think that business executives are fully aware of the role that marketing can play in helping the company succeed?
What are some of the chief misconceptions about effective marketing that are still operating in today's companies? Who isn't "getting it?"When did marketing first appear?; Is marketing more an art or a craft?; Is marketing an applied science?; When did marketing start to include concepts from psychology, sociology, and anthropology, as well as from economics?; The use of the term marketing is now expanding beyond the area of ordinary goods and services. Is this good?
You have said that if the people in a company's marketing department can't propose any new opportunities, they should be fired. But are there many good opportunities still left?What significant business opportunities do you identify in the evolving economy?; What is the difference between marketing and merchandising?; What are the most logical telltale signs that you need to do something about your marketing-aside from declining sales?; How about this: Where does the CEO or business owner who really isn't that savvy about marketing begin-aside from reading your books?
Summary: FAQs on Marketing distills the essence of Philip Kotler?s decades of experience into an eminently readable question-and-answer format. The author draws on the thousands of questions he has been asked over the years, such as: ? What are the biggest challenges marketers face today?? What skills do marketing managers need to be successful?? What metrics can companies use to judge marketing performance?? How are globalization and new technology affecting the role of marketing?? What will the marketing department of the future look like?This landmark bestseller takes the reader inside the mind of a
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Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
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Enhanced descriptions from Syndetics:

Description based upon print version of record.

Cover; Title; Copyright; Contents; Preface; Part 1 Markets and Marketing; Definition; What is marketing?; In your opinion, what are the main concepts used in marketing?; How would you summarize the key processes involved in marketing and their importance?; Many companies see marketing as mainly a department, but you've described it as a total company philosophy and practice. How is that?; Doesn't marketing have to be adapted to each country and region? Are there any fixed principles?

How has marketing changed since its beginnings?Do marketing theory and practice change very much?; If you were forming a business and building a sales and marketing infrastructure, and had your pick between a great salesman or a great marketing man, but you could afford only one, which would you pick? Why?; What is the worst type of marketing?; Is there anything particularly encouraging in marketing today that makes you personally feel optimistic about its future?

In your definition of "demarketing," you suggest that marketing can be used to dissuade people from using certain products and services. Doesn't that annul the marketing concept, which is "to meet customers' needs?"

Is it possible that the products available today meet all or almost all of our needs and that the problem facing marketing today is that there are few remaining needs to be met?Why is marketing the best way to satisfy individual needs?; Is marketing the same in the consumer goods, services, and businessto-business areas?; What is the mission of marketing?; You say that marketing must play the lead role in shaping business strategy. Do you think that business executives are fully aware of the role that marketing can play in helping the company succeed?

What are some of the chief misconceptions about effective marketing that are still operating in today's companies? Who isn't "getting it?"When did marketing first appear?; Is marketing more an art or a craft?; Is marketing an applied science?; When did marketing start to include concepts from psychology, sociology, and anthropology, as well as from economics?; The use of the term marketing is now expanding beyond the area of ordinary goods and services. Is this good?

You have said that if the people in a company's marketing department can't propose any new opportunities, they should be fired. But are there many good opportunities still left?What significant business opportunities do you identify in the evolving economy?; What is the difference between marketing and merchandising?; What are the most logical telltale signs that you need to do something about your marketing-aside from declining sales?; How about this: Where does the CEO or business owner who really isn't that savvy about marketing begin-aside from reading your books?

FAQs on Marketing distills the essence of Philip Kotler?s decades of experience into an eminently readable question-and-answer format. The author draws on the thousands of questions he has been asked over the years, such as: ? What are the biggest challenges marketers face today?? What skills do marketing managers need to be successful?? What metrics can companies use to judge marketing performance?? How are globalization and new technology affecting the role of marketing?? What will the marketing department of the future look like?This landmark bestseller takes the reader inside the mind of a