That line shocks new learners — but Kotler means: if you create real value, customers come to you.
Marketing occurs when people decide to satisfy their needs and wants through exchange relationships. An exchange is the act of obtaining a desired object from someone by offering something in return. Marketing consists of actions taken to create, keep, and grow desirable exchange relationships involving products, services, or ideas. principles of marketing by philip kotler ppt chapter 1
A railroad company saying they are in the "train business" (myopia) vs. the "transportation business" (vision). That line shocks new learners — but Kotler
Customers form expectations about the value and satisfaction that various market offerings will deliver. Marketing consists of actions taken to create, keep,
How do companies approach their marketing strategies? Kotler outlines five distinct philosophies or orientations that have guided business history and continue to influence corporate culture today. The Production Concept Efficiency, mass production, and low costs.
How can we serve these customers best (what’s our value proposition)? Selecting Customers to Serve
How can we serve these customers best (what’s our )?