0104. TEN DEADLY MARKETING SINS : 1 ใน 10 หนังสือควรอ่าน จาก นายกฯ ทักษิณ ชินวัตร
Why marketing is in bad shape
TEN DEADLY MARKETING SINS
Philip Kotler
Publisher: Wiley India
Bad news comes in droves from the dust jacket of Ten Deadly Marketing Sins by Philip Kotler, from Wiley India (www.wileyindia.com) . Such as: "Marketing has ceased to work today. New products are failing at a disastrous rate. Most advertising campaigns do not register anything distinctive in the customer's mind. Direct mail barely achieves a one per cent response rate ... "
Kotler identifies the reasons by skimming through the findings gleaned from `over 75 marketing audits of business units conducted over a 15-year period' by Hamilton Consultants (www.hamiltonco.com) . He identifies `ten worst deficiencies' and devotes a chapter to each of these in his new book. But not before spelling more doom in the intro: "Marketing is in bad shape. Not marketing theory, but marketing practice ... Most of the marketing is reduced to a one-P function - Promotion - not a four-P job (that includes product, price, and place too) ... CEOs are understandably getting impatient with marketing."
The first sin, according to Kotler, is lack of market focus. To say, for instance, that you sell to `everyone' is a key sign of poor identification of market segments. "A women's dress shop might say, `We sell clothing to women between ages 20 and 50.' " To Kotler, this isn't acceptable, either, because the range is `a pretty large group' with varying needs. "Younger women are more likely to dress for the social scene while the 35+ group is probably more interested in utility in clothes for work and home."
Identifying market segments and lining up offerings for each is not enough. You must prioritise, based on `the relative attractiveness of each segment.' For example, though IBM sells mainframe computers to companies in numerous industries, it recognised that a dozen industries, including banking, insurance, hotels, telecommunications, and transportation, were important. "By focussing their research on these industries they were able to design more compelling offerings than unfocussed competitors could present." A strategy that can work provided you also `verticalise your sales force.'
Along with market focus, you must be-customer-driven, advises Kotler. "Your company needs to make it super-easy for customers to reach you by phone, fax, mail, or e-mail. Furthermore, you should set a high standard for answering quickly." He cites, as a model, Amazon, where `mail and e-mail must be answered within two days and telephone calls within four rings.' Why is this important? Because "the cost of this level of service is small in comparison with the cost of losing customers."
Another sin is mismanaged relationships with stakeholders. Symptoms show in the form of dissatisfied employees, unhappy investors, and poor quality suppliers and distributors. "A disgruntled employee can sabotage a company," alerts Kotler. "Signs of unhappy employees would include high employee turnover, frequent failure to carry out policies, strong factionalism, and negative views of other company departments."
Yet another sin is being not good at finding new opportunities. To explain this, the author contrasts between 3M and P&G. While 3M works at deriving "30 per cent of its current revenue from products introduced in the last five years," P&G "cannot boast of introducing many successful new products in the last five years through their own R&D efforts." P&G has, instead, gone on `an acquisition binge'.
Kotler suggests two solutions to this malaise: "Set up a system for stimulating the flow of new ideas from your partners. Utilise creativity systems for generating new ideas." To manage the `idea flow', appoint a high-level executive as `the Idea Captain,' heading `an Idea Committee with representation from each major department,' he counsels. Everyone submitting an idea should be told of its fate, says Kotler. For, such a communication would counter the belief that the company isn't interested in ideas.
A book of ready utility, to help you sin less!
เป็นหนังสือ อีกเล่มหนึ่งที่ นายกรัฐมนตรีแนะนำที่ประชุมคณะรัฐมนตรี แต่คณะผู้จัดทำ ไม่สามารถระบุวันที่กล่าวถึงแน่นอนได้ คาดว่าเป็นการประชุมคณะรัฐมนตรีในช่วง เดือน เมษายน - พฤษภาคม.....
บาปร้ายแรงด้านการตลาด 10 ประการ (TEN DEADLY MARKETING SINS: SIGNS AND SOLUTIONS)
ผู้แต่ง/แปล : PHILIP KOTLER / ดนัย จันทร์เจ้าฉาย :แปล
ISBN : 9749248651
Barcode : 9789749248652
ปีพิมพ์ : 1 / 2547
ขนาด (w x h) : 150 x 230 mm.
ปก/จำนวนหน้า : ปกอ่อน / 136 หน้า 1
ราคาปกติ : 235.00 บาท
ราคาพิเศษ : 212.00 บาท (ลดถึง 10 %) เฉพาะสั่งซื้อทางเว็บไซต์เท่านั้น
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บาปร้ายแรงด้านการตลาด 10 ประการ
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