In evaluating Kotler's ‘’6 markets model’’ I think it is relevant for
figuring out a specific target market, but that’s just it. Once you
figure out the specifics of the target market, success lays in the
establishment of the 4 P’S to reach that market.
Also, in my recent research and understanding of Kotler, I do agree that “One selects marketing tools that are appropriate to the stage of the product’s life cycle. For example, advertising and publicity will produce the biggest payoff in the introduction stage of a product; their job is to build consumer awareness and interest. Sales promotions and personal selling grow more important during a product’s maturity stage. Personal selling can strengthen customers’ comprehension of your product’s advantages and their conviction that the offering is worthwhile. Sales promotions are most effective for triggering purchases today. In the decline stage, the company should keep pushing sales promotions but reduce advertising, publicity, and personal selling.”
The 4 p’s will always be applicable, it is why they are a foundation- but we need to supplement the foundation to account for changing platforms and a more educated audience. As mentioned in my response to Roger’s post- “Being successful means learning to manipulate the marketing mix in a proactive manner, rather than merely reacting to what your competitors do.” (mystrategicplan.com) – which in today’s marketing arena means jumping from model to model- looking for a solution- which already exists- 4 P’s.
www.marsdd.com “Marketing mix: Kotler on marketing” Retrieved from http://www.marsdd.com/entrepreneurs-toolkit/articles/marketing-mix-kotler-on-marketing
www.mystrategicplan.com (2010) ‘’Customer Targeting” Retrieved from http://webcache.googleusercontent.com/search?q=cache:HWN8dHRIvbEJ:mystrategicplan.com/resources/customer-targeting/+&cd=9&hl=en&ct=clnk&gl=us&client=firefox-a
Also, in my recent research and understanding of Kotler, I do agree that “One selects marketing tools that are appropriate to the stage of the product’s life cycle. For example, advertising and publicity will produce the biggest payoff in the introduction stage of a product; their job is to build consumer awareness and interest. Sales promotions and personal selling grow more important during a product’s maturity stage. Personal selling can strengthen customers’ comprehension of your product’s advantages and their conviction that the offering is worthwhile. Sales promotions are most effective for triggering purchases today. In the decline stage, the company should keep pushing sales promotions but reduce advertising, publicity, and personal selling.”
The 4 p’s will always be applicable, it is why they are a foundation- but we need to supplement the foundation to account for changing platforms and a more educated audience. As mentioned in my response to Roger’s post- “Being successful means learning to manipulate the marketing mix in a proactive manner, rather than merely reacting to what your competitors do.” (mystrategicplan.com) – which in today’s marketing arena means jumping from model to model- looking for a solution- which already exists- 4 P’s.
www.marsdd.com “Marketing mix: Kotler on marketing” Retrieved from http://www.marsdd.com/entrepreneurs-toolkit/articles/marketing-mix-kotler-on-marketing
www.mystrategicplan.com (2010) ‘’Customer Targeting” Retrieved from http://webcache.googleusercontent.com/search?q=cache:HWN8dHRIvbEJ:mystrategicplan.com/resources/customer-targeting/+&cd=9&hl=en&ct=clnk&gl=us&client=firefox-a
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