Gurus On Marketing

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Joel R. Evans and Barry Berman, (1982) in their book ‘Marketing’ (Collier Macmillan) highlight the following differences between selling and marketing: Selling • Sales-oriented. • Output ‘sold’ to consumers. • One-way process. • Short-run goals. • Volume-oriented. • Emphasis on single consumers. • Narrow view of consumer needs. • Informal planning and feedback. • Little adaptation to environment. Marketing • Consumer-oriented. • Marketing research determines output. • Two-way process (interactive). • Long-term goals. • Profit-oriented. • Emphasis on groups of consumers. • Broad view of consumer needs. • Integrated planning and feedback. • Appropriate adaptation to environment. 32 GURUS ON MARKETING
Where does Peter Drucker come in? Since 1954 Peter Drucker has been writing about the importance of focusing on customers in order to achieve the purpose of business. Consider the following extracts from his books. In chapter six of his book ‘The Practice of Management’, Peter Drucker asks: ‘What is our business – and what should it be?’ He writes: ‘What is our business if not determined by the producer, but by the consumer. It is not defined by the company’s name, statutes or article of corporation, but by the want the customer satisfies when he buys a product or a service. The question can therefore be answered only by looking at the business from the outside, from the point of view of the customer and the market. What the customer sees, thinks, believes and wants at any given time must be accepted by management as an objective fact deserving to be taken as seriously as the reports of the salesman, the tests of the engineer or the figures of the accountant – something few in management find it easy to do. And management must make a conscious effort to get honest answers from the consumer himself rather than attempt to read his mind.’ ‘The first step towards finding out what our business is, is to raise the question: ‘Who is the customer’? – The actual and the potential customer? Where is he? How does he buy? How can he be reached?’ Drucker also advocates being proactive and asking questions in relation to future growth. Management must ask ‘What will our business be’? To answer this question requires paying attention to the following four factors: 1 Market potential and market trend. 2 Changes in the market structure. 3 Innovations. 4 Unsatisfied consumer wants. TWO PETER DRUCKER 33
Page 1 and 2: gurus on Marketing Sultan Kermally
Page 3 and 4: GURUS ON MARKETING SULTAN KERMALLY
Page 5 and 6: Dedication This book is dedicated t
Page 7 and 8: Acknowledgements This book would no
Page 9 and 10: About the author Sultan Kermally is
Page 11 and 12: Contents Introduction 1 The relatio
Page 13 and 14: SIX Tom Peters 89 Close to the cust
Page 15 and 16: Introduction Gurus are management t
Page 17 and 18: This book considers the following g
Page 19 and 20: Michael Porter Michael Porter is th
Page 21 and 22: Philip Kotler Philip Kotler is the
Page 23 and 24: Plan of the book The book begins by
Page 25 and 26: ONE The fundamentals of marketing T
Page 27 and 28: Kotler 3 then advocated the importa
Page 29 and 30: Characteristics of service They are
Page 31 and 32: • Consider the promotion budget.
Page 33 and 34: For example, if an organisation is
Page 35 and 36: Brand extension Brand extension is
Page 37 and 38: Marketing strategy Marketing strate
Page 39 and 40: According to Warren J. Keegan 11 :
Page 41 and 42: L M N O P Q R S T U V Listen to you
Page 43 and 44: TWO Peter Drucker Peter Drucker is
Page 45: The thinking was heavily influenced
Page 49 and 50: The customer as the decision-maker
Page 51 and 52: What do marketing gurus and writers
Page 53 and 54: Writers on marketing since Drucker
Page 55 and 56: Some organisations now use very sop
Page 57 and 58: THREE Theodore Levitt On marketing
Page 59 and 60: He put forward four conditions whic
Page 61 and 62: Marketing Myopia was a landmark art
Page 63 and 64: Decline After the maturity stage wh
Page 65 and 66: Nariman Dhalla and Sonia Yuspeh in
Page 67 and 68: Technological advances have resulte
Page 69 and 70: This was Professor Levitt’s semin
Page 71 and 72: FOUR Michael Porter Michael Porter
Page 73 and 74: 4 the bargaining power of buyers, 5
Page 75 and 76: ‘A market signal is any action by
Page 77 and 78: Criticisms of Porter’s Five Force
Page 79 and 80: in the buyer’s value chain, which
Page 81 and 82: A differentiation strategy This str
Page 83 and 84: Factors which are likely to make a
Page 85 and 86: Porter’s key publications • ‘
Page 87 and 88: FIVE Philip Kotler Kotler on market
Page 89 and 90: Marketing therefore is a process of
Page 91 and 92: and there is no further contact. Th
Page 93 and 94: The marketing plan should pay parti
Page 95 and 96: Micro perspective Kotler then moves
Page 97 and 98:
Team-oriented approach seems to be
Page 99 and 100:
Kotler’s perspective on strategic
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At the feet of Philip Kotler: Lesso
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SIX Tom Peters In terms of ‘guru
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Peters and Waterman highlight the f
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Closing remarks: A controversy ‘W
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The emphasis is on applying technol
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The pursuit of WOW! • Every job h
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• Invite customers to visit any f
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tices. The patient generally gets w
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Peter’s key publications • Pete
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SEVEN George Day George day is Geof
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These strategies are similar to Por
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You cannot take an internally focus
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KNOWLEDGE@WHARTON Isn’t Ford’s
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ings. These included the high value
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Configuration perspective Day found
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He has published extensively in var
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EIGHT Jagdish Sheth Dr. Jagdish She
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Various studies reinforce the point
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• To create value for clients the
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At the feet of Jagdish Sheth: Lesso
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NINE Thomas T. Nagle Nagle on prici
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• Understanding price sensitivity
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At the feet of Thomas Nagle: Lesson
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TEN Gurus and strategic analytical
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Existing product/new market Here th
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Low growth/high share The strategic
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General Electric Strategic Planning
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Shell Directional Policy Matrix She
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Opportunities In scanning the exter
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The STEP analysis (sometimes known
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STEP factors influence significantl
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Benchmarking According to Philip Ko
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ELEVEN Further information Suggeste
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• Porter, Michael. ‘Competitive
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14 Drucker, Peter, ‘Innovation an
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Blank
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Thorogood publishing Thorogood publ
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Other titles The John Adair handboo
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