What marketing idea did philip kotler, the father of modern marketing, put forward?

Dr Philip philip kotler, born in 193 1, holds a master's degree in modern marketing and is known as the "father of modern marketing". He is currently a tenured professor at Kellogg School of Management, Northwest University. He is an honorary professor of international marketing at Kellogg School of Management, Northwest University. He holds a doctorate from Massachusetts Institute of Technology, a postdoctoral fellow from Harvard University and honorary doctorates from eight other universities, including Zurich University.

At present, he is the chairman of American Management Science Joint Marketing Association, director of American Marketing Association, director of Marketing Science Association, director of Management Analysis Center, member of Janklovits Advisory Committee and member of Copernicus Advisory Committee. In addition, he is also a consultant to many large American and foreign companies in marketing strategy and planning, marketing organization and integrated marketing. At the same time, he is the author of nearly 20 books, and has written more than 100 papers for first-class magazines such as Harvard Business Review, California Management Journal and Management Science.

One of Ke Lao's contributions is to make marketing a systematic discipline.

Philip kotler is a typical academic expert. Born in 193 1, he is a tenured professor at Kellogg School of Management, the most famous communication university in America. The reason why Northwest University has become the focus of marketing and communication universities is closely related to the strong faculty. Ke Lao's academic background is amazing. He holds a doctorate from Massachusetts Institute of Technology and honorary doctorates from eight universities, including Harvard University. At the same time, he served as the chairman of the American Management Science and Marketing Association and was hired as a consultant by many famous enterprises. It seems that he has been writing all his life, publishing more than 100 papers and writing nearly 20 books.

Among them, marketing management is the most influential one. This magnum opus called "Marketing Bible" has been published 14 times in the world, which makes him recognized as modern marketing guru and "the father of modern marketing".

"Marketing Management" is a textbook, which is recognized as the most comprehensive textbook on marketing theory and practice in the world, and is also considered as a must-read textbook for all marketers-although it is very difficult to read.

This textbook, from understanding the market, contacting customers, identifying and subdividing the market and cultivating brands, has been talking about developing products, managing channels, mass communication and opening the global market. Its rich content and complete system are unprecedented, which makes marketing a systematic subject.

For example, to describe the significance of Ke Lao's doing this: just like rivers and lakes, all walks of life have mountains. Originally, the hawker was a lowlife, but Ke Lao took pains to collect all kinds of tips for selling goods and compiled a book, thus letting the hawker enter the house and become a home. Since then, I have become an equal with all walks of life and become a professional with status. Naturally, Ke Lao also became a great master and was worshipped by people.

Ke Lao's second contribution: defining the enterprise as the first is the marketing organization.

The above metaphor is actually not appropriate. In fact, Ke Lao's most important thought is that sales are not marketing; The enterprise itself should be a marketing organization.

This means that marketing is not only the specialty of sales staff, but also the core of the organization and operation of the whole enterprise. It is of great significance to expand the marketing team to the whole enterprise level at once.

"Enterprises must actively create and nourish the market". "Excellent enterprises meet the demand; Excellent companies create markets. " This is Ke Lao's most famous assertion, which is consistent with Drucker's thought.

The logic behind Ke Lao's view is that most industries in the world have surplus products. In fact, the problem is not at the supply level, but at the demand level. Too many products pursue the favor of too few customers. At the same time, globalization, informationization and networking have also brought about great market changes, which have had a revolutionary impact on the living environment of enterprises, all of which require enterprises to transform. Only by getting rid of the limitations of traditional marketing and using marketing to build enterprise strategy can we define market capacity and enterprise's own positioning more clearly and successfully transform.

The whole "marketing management" is actually carried out around this main line. You can think of this Bible as a textbook for enterprise operation-a company management rule oriented by market demand, and sales is only one of the links. The whole process from research to communication to the launch of new products is called marketing.

The Financial Times, an authoritative British media, commented that one of philip kotler's contributions to marketing and management is that he has done more than any scholar or business writer in advocating the importance of marketing, thus upgrading marketing from a marginal enterprise activity to an important work in the process of production and operation.

But realistically speaking, enterprises that can truly understand and abide by "market creation" are always rare. Most enterprises are in the state of "selling products" now and in the future, so their more realistic need is to learn how to sell skills from "marketing management".

Fortunately, even utilitarians can find classic teachings from it.

Ke Lao's Third Contribution: the Development of 4P

There is a joke that someone was ordered to check by the Lu Yu police late at night. The policeman asked, What do you do? A: Business people. The policeman asked: Running business? What's that 4P? A: Products, prices, channels and promotions. Police salute: You have worked hard, so go home early!

This joke is probably the self-mockery of business people, but it also vividly reflects the far-reaching influence of 4P theory-no sentence can represent the elements of marketing so succinctly, as its founder, Jerome Macarthy, a professor at the University of Michigan, said, "Its greatness lies in simplifying marketing and making it easy to remember and spread".

4P marketing theory (4P MarketingTheory of 4Ps) came into being in the United States in 1960s. Its earliest prototype is the word "Marketingmix" put forward by Neil Boden in 1953, which means that market demand is more or less influenced by so-called "marketing variables" or "marketing elements".

Professor Roma McCarthy put forward 4Ps summarily in 1960, and Ke Lao is a supporter and developer of this theory. 1967, in the first edition of the best-selling book "Marketing Management: Analysis, Planning and Control", he further confirmed the marketing combination method with 4Ps as the core, namely:

Product: The function of focusing on development requires the product to have a unique selling point, and put the functional appeal of the product in the first place.

Price: Make different price strategies according to different market positioning. The pricing of products is based on the brand strategy of enterprises and pays attention to the gold content of brands.

Place: Enterprises do not directly face consumers, but pay attention to the cultivation of dealers and the establishment of sales networks. The contact between enterprises and consumers is carried out through dealers.

Promotion: enterprises pay attention to the change of sales behavior to stimulate consumers, and promote the growth of consumption with short-term behaviors (such as making profits, buying one get one free, marketing atmosphere, etc.). ), attract consumers of other brands or lead to early consumption to promote sales growth.

In 1980s, Ke Lao put forward the concept of "big marketing", which added two P's of "political power" and "public relations" on the basis of the original 4P combination. He believes that companies in the 2 1 century must master two other skills, one is political power. Second, public relations. Marketers must understand public relations and how to establish a good image of products in the public-this is obviously more like a requirement for entrepreneurs. In Ke Lao's marketing, entrepreneurs should be the chief marketers.

After 6P, Ke Lao put forward 4P in Strategy: Exploration. Subdivision; Priority and positioning.

What needs to be added is that in Reece and trout's "positioning", positioning means that consumers pay more attention to the position of a brand in this category and the mental resources from customers. And kotler's "positioning" has changed-the strategic choice of enterprises. For example, if a company wants to produce the best machine tools in the world market, it should know that its products should be of the highest quality and price, its channels should be the best dealers, its promotion should be advertised in the most suitable media, and the most exquisite product catalogue should be printed. If I don't regard this machine tool as the best machine tool, but only as an economical machine tool, then I will adopt a different marketing mix.

In this way, 4P becomes 10P. The theory of "grand marketing" changes the marketing mix from tactical marketing to strategic marketing, which is of great significance and is called the "second revolution" of marketing.

Of course, the most widely known is 4P, and human beings can't seem to find a more suitable marketing keyword. Although new theories such as 4C and 4R are constantly emerging, people find that all changes are inseparable from them. So far, marketing behavior can still be explained by products, prices, channels and promotions.

Ke Lao is not the original creator of this theory, but he is the most important supporter, developer and user. You can even think that without kotler, 4P would not be so deeply rooted in people's hearts.

Ke Lao's fourth contribution: praising the influence of Internet on marketing.

Philip kotler is great because he keeps pace with the times.

After he entered the age of 70, he still maintained a strong enthusiasm and clear understanding of the world, and constantly elaborated and revised it in his works. Among them, the significance and function of the Internet is the object he strongly advocates in marketing management, which is in the same strain as his all-round marketing concept. The maturity of Internet technology provides an unprecedented powerful tool for his theory.

In his "New Theory of kotler Marketing", the definition of all-round marketing is "... the company integrates the arrangement of entrepreneurial resources, supply chain management, customer relationship management and other information energy in exchange for greater success in the market." Obviously, the Internet is the best tool for integration, which combines the internal network and external network of an enterprise into a cooperative network.

In the latest edition of Marketing Management, Internet companies are increasingly becoming a case of marketing breakthrough. Amazon, Yahoo and Yi Bei are all his research objects. These emerging Internet companies seem to be particularly able to verify kotler's claim that marketing must be the center of business activities, and its focus must be on customers. In a world where products are flooding and customers are in short supply, taking customers as the center is the key to success.

Indeed, whether Amazon and Facebook in the United States, or Ali and Tencent in China, all companies are customer-centric, and their emphasis on customer experience is equal to the lifeblood of the enterprise. Everything they do is centered on customer needs and satisfaction.

In the last few years of his life, Ke Lao spared no effort to publicize the important value of the Internet to marketing, showing his true master's vision, and the facts constantly proved that his prediction and judgment were correct. In today's business world, it seems an indisputable fact that we can't live without the background of the Internet.

On the internet and marketing, perhaps even without Ke Lao's advocacy, the tide of history is just as surging. But the value of Ke Lao is that, like an old sailor on a ship, his cry makes people believe that a new era is coming earlier.