By Philip Kotler, Gary Armstrong

The number 1 introductory advertising and marketing textbook within the world!

Principles of Marketing is helping present and aspiring retailers grasp today’s key advertising problem: to create vivid, interactive groups of shoppers who make items and types part of their day-by-day lives. providing basic advertising details inside of an leading edge customer-value framework, the publication is helping readers know how to create price and achieve dependable shoppers.

The 15th version has been completely revised to mirror the main developments and forces impacting advertising during this period of purchaser price and high-tech client relationships. Emphasizing the good position that expertise performs in modern advertising, it’s full of new tales and examples illustrating how businesses hire expertise to realize aggressive advantage—from conventional advertising all-stars similar to P&G and McDonald’s to new-age electronic opponents reminiscent of Apple and Google.

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Additional info for Principles of Marketing (15th Edition)

Example text

The selling concept takes an JOTJEFPVU perspective. It starts with the factory, focuses on the company’s FYJTUJOHQSPEVDUT
BOEDBMMTGPSIFBWZTFMMJOHBOEQSPNPUJPOUPPCUBJOQSPàUBCMFTBMFT*U GPDVTFTQSJNBSJMZPODVTUPNFSDPORVFTU‡HFUUJOHTIPSUUFSNTBMFTXJUIMJUUMFDPODFSOBCPVU who buys or why. In contrast, the marketing concept takes an PVUTJEFJO perspective. FBOT &OET &YJTUJOH QSPEVDUT 4FMMJOH BOE QSPNPUJOH 1SPGJUTUISPVHI TBMFTWPMVNF $VTUPNFS OFFET *OUFHSBUFE NBSLFUJOH 1SPGJUTUISPVHI DVTUPNFS TBUJTGBDUJPO The marketing concept UBLFTBOPVUTJEFJOWJFX UIBUGPDVTFTPOTBUJTGZJOH DVTUPNFSOFFETBTB QBUIUPQSPàUT"T4PVUI XFTU"JSMJOFTDPMPSGVM GPVOEFSQVUTJU
i8FEPOU IBWFBNBSLFUJOH EFQBSUNFOU
XFIBWFB DVTUPNFSEFQBSUNFOUu Chapter 1 | Marketing: Creating and Capturing Customer Value 33 market, focuses on customer needs, and integrates all the marketing activities that affect DVTUPNFST*OUVSO
JUZJFMETQSPàUTCZDSFBUJOHSFMBUJPOTIJQTXJUIUIFSJHIUDVTUPNFSTCBTFE on customer value and satisfaction.

The main aim behind this is to assure that the DVTUPNFSmSTU concept is being applied correctly. Toyota expends great effort in gathering information and seeking feedback from its customers about their experiences with the CSBOE5IJTJTEPOFUISPVHIJOEFQUIDPOTVMUB tions with customers in which they discuss the complete Toyota experience. Toyota attends to the opinions of its customers and constantly works on improvement. All recommendations posed by customers are given serious con sideration, and any complaints are closely analyzed in attempt to find the source of the customer’s dissatisfaction and avoid its future recurrence with other customers.

As a matter of fact, the way Toyota has handled the re call has made some customers satisfied with Toyota’s customer service. ” This concept was estab lished in 1935 and has become the Toyota Group’s guiding philosophy to ensure that its customers are always provided the finest service possible. Toyota ensures that this philosophy is also followed by its dealers, because the dealers importantly portray the image of the company itself. To ensure that high customer services is maintained, Toyota initiated a program whereby its representatives randomly visit customers pur chasing from its domestic dealer in each region of Japan, so as to check the quality of service that is being offered to customers.

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