Kotler On Marketing
HOW TO CREATE, WIN, AND DOMINATE MARKETS
Chapter One
Are There Winning Marketing Practices?
Besides winning business practices, is there a set of winning marketing
practices? One frequently hears of one-liner formulas that promise marketing
success. Here are nine of the more prominent one-liners:
1. Win Through Higher Quality
Everyone agrees that poor quality is bad for business. Customers who have been
burned with bad quality won't return and will bad-mouth the company. But what
about winning through good quality? There are four problems.
First, quality has a lot of meanings. If an automobile company claims good
quality, what does it mean? Do its cars have more starting reliability? Do they
accelerate faster? Do the car bodies wear better over time? Customers care
about different things, so a quality claim without further definition doesn't
mean much.
Second, people often can't tell a product's quality by looking at it. Consider
buying a television receiver. You go into Circuit City and see a hundred
different sets with the picture o ... read full excerpt from: Kotler on Marketing: How to Create, Win, and Dominate Markets ebook
