Awake, arise! Strive for the Highest, and be in the Light!
Sages say the path is narrow and difficult to tread, narrow
as the edge of a razor.
~Upanishads
Archive for June 4, 2008
Quotation of the Day
On Marketting ~ Philip Kotler
I felt strongly that marketing managers, in order to make better marketing decisions, needed to analyse markets and competition in systems terms, explicating the forces at work and their various interdependencies. That sparked my interest in developing models of markets and marketing behaviour. My intention was to put marketing decision-making on a more scientific basis. I also felt that marketable objects included more than products and services; one can market people, places, ideas, experiences, and organisations.
Furthermore, marketing required another broadening move, one that wouldn’t assume that marketing’s only task is to increase demand for some product or service. What if the current demand for a product is too strong? Shouldn’t the marketer raise the price, cut advertising and promotion spending, and take other steps to bring demand more in line with supply? Those measures took on the name demarketing, which proved an applicable concept in many situations. What if a reform group wants to destroy the demand for a product deemed unhealthy or unsafe? Its marketing task is named unselling. All those observations led to my recognising that marketing’s central purpose is demand management, the skills needed to manage the level, timing, and composition of demand.
Furthermore, marketing required another broadening move, one that wouldn’t assume that marketing’s only task is to increase demand for some product or service. What if the current demand for a product is too strong? Shouldn’t the marketer raise the price, cut advertising and promotion spending, and take other steps to bring demand more in line with supply? Those measures took on the name demarketing, which proved an applicable concept in many situations. What if a reform group wants to destroy the demand for a product deemed unhealthy or unsafe? Its marketing task is named unselling. All those observations led to my recognising that marketing’s central purpose is demand management, the skills needed to manage the level, timing, and composition of demand.
