(LSJ) I am currently reading a great compilation of Marketing Management by Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen . Here are some thoughts and notes from the marketing mix, and marketing management including relationship marketing.
Marketing Management, Marketing mix, Marketing Operations
The marketing practice can be viewed from many perspectives.
- Kotlerian view: Managing the marketing mix after selecting target market(s) and positioning.
- Marketing mix (McCarthy): 4P;product, price, place, promotion.
- Marketing mix (Boden): 7P; product/service, price, promotion, place, people, process, physical evicence.
The 7Ps of the marketing mix represent the company’s view of the marketing tools available for influencing buyers.
Again, sell value, not price (Kotler). Marketing can be seen as identification, creation, communication, delivery and monitoring of customer value.
Satisfaction reflects a person’s judgement of a service’s or products perceived perfomance.
If it the customer feels satisfaction good, then value of your offering is high.
Niin on jos siltä näyttää (Rope).