works, your competitors are going to clone it and before you know it anything that you had as a differentiator is imitated by the others. So you’re in the business of constant innovation. Constantly asking yourself, three years from now, what will our differentiator be?

(45) Make it an experience

“There’s a big movement to say, we’re not just adding services to our business and our product, we’re actually trying to design an experience. You’ll see that language being used. We’re in the experience design business.”

Mr Kotler concluded, “Every person, every organization, every place, every celebrity is going to be known in some fashion. Now you can manage that or you can leave it to chance. I don’t know of any sector that is not involved in marketing whether they call it that or something else.

［A］ An increasing number of business schools are teaching marketing communications using an IMC-oriented textbook. First, this prepares the student to understand the role of different communication vehicles. Second, it makes the point that the company’s brand and customer message must be communicated consistently through all media. Thus, if a company wants to be known for its high quality, it has to produce high quality and communicate high quality in all of its messages.”

［B］ We are trying to make the case that it’s much more important for a company to be customer-centric than product-centric. The same customer you have for product X may be available for product Y and Z and so on. And you won’t know that if you have separate product managers, each only concerned with selling his or her product.”

［C］ We should think of owning a word or a phrase that helps to build customer retention and loyalty. Look at how we buy the Mercedes because it’s the best engineered car. We buy a BMW because it’s the best driving performance. We buy the Volvo because it’s the safest automobile. A lot of these companies lose that edge too, but they don’t lose the impression.”

［D］“I had the CEO of a large company approach me and ask me to sign a copy of my book, which I always do, but this was a first edition from 1967. I looked at the book and I said I won’t sign it. ‘Why not?’ he asked. I said, that book is from before there was the Internet. It has very little on branding, so I think it’s useless. At which point he said to me, ‘Are you trying to sell me a new copy?’And I said, ‘Yes, but it’s not for my benefit—I don’t need the money.’ Markets change, so marketing has to change.”

［E］ Do you know what the best selling imported beer is in the United States? It’s Corona. Who would expect a beer from Mexico to be popular? The fact is it’s a terrific beer. But they didn’t just come to the U.S. and put it everywhere. T

上一页  [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]  ... 下一页  >>