The company now employs more that 175 salespeople and has a marketing department that carries on market research, adopting some of the tools used in professionally run marketing companies.
Boston Beer recently began a $15 million television advertising campaign. craft beer market.2įormulated marketing: As small companies achieve success, they inevitably move toward more formulated marketing. Today his business pulls in nearly $200 million, making it the leader in the U.S. For 10 years, he sold his beer through direct selling and grassroots public relations. Jim Koch, founder of Boston Beer Company, whose Samuel Adams beer has become a top-selling “craft” beer, started out in 1984 carrying bottles of Samuel Adams from bar to bar to persuade bartenders to carry it.
In fact, we can distinguish three stages through which marketing practice might pass: 1.Įntrepreneurial marketing: Most companies are started by individuals who visualize an opportunity and knock on every door to gain attention. It seems that not all marketing must follow the P&G model. They form buyers clubs, use creative public relations, and focus on delivering quality products to win long-term customer loyalty. Ing departments, these companies stretch their limited resources, live close to their customers, and create more satisfying solutions to customers’ needs. MARKETING TASKS A recent book, Radical Marketing, praises companies such as Harley-Davidson for succeeding by breaking all of the rules of marketing.1 Instead of commissioning expensive marketing research, spending huge sums on advertising, and operating large market-ĬHAPTER 1 MARKETING IN THE TWENTY-FIRST CENTURY One of the shortest definitions of marketing is “meeting needs profitably.” Whether the marketer is Procter & Gamble, which notices that people feel overweight and want tasty but less fatty food and invents Olestra or CarMax, which notes that people want more certainty when they buy a used automobile and invents a new system for selling used cars or IKEA, which notices that people want good furniture at a substantially lower price and creates knock-down furniture-all illustrate a drive to turn a private or social need into a profitable business opportunity through marketing. But what is marketing and what does it have to do with these issues? Marketing deals with identifying and meeting human and social needs. These three developments-globalization, technological advances, and deregulation-spell endless opportunities. There will be a continuing push toward deregulation of the economic sector. Technology will continue to advance and amaze us.
Global forces will continue to affect everyone’s business and personal life. Therefore, tomorrow’s successful companies will have to heed three certainties: ➤ Continuing today’s strategy is risky so is turning to a new strategy. Hange is occurring at an accelerating rate today is not like yesterday, and tomorrow will be different from today. Marketing in the Twenty-First Century We will address the following questions: ■ What are the tasks of marketing? ■ What are the major concepts and tools of marketing? ■ What orientations do companies exhibit in the marketplace? ■ How are companies and marketers responding to the new challenges? Please visit our web site at ISBN 0–536–63099-2 BA 993095 PEARSON CUSTOM PUBLISHING 75 Arlington Street, Suite 300, Boston, MA 02116 A Pearson Education Company Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 This special edition published in cooperation with Pearson Custom Publishing Further reproduction by any means, electronic or mechanical, including photocopying and recording, or by any information storage or retrieval system, must be arranged with the individual copyright holders noted. Permission to reprint these has been obtained by Pearson Custom Publishing for this edition only. It does not cover the individual selections herein that first appeared elsewhere. This copyright covers material written expressly for this volume by the editor/s as well as the compilation itself. Compilation Copyright © 2002 by Pearson Custom Publishing. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. A Pearson Education Company Upper Saddle River, New Jersey 07458 Marketing Management Millenium Edition, Tenth Edition, by Philip Kotler Copyright © 2000 by Prentice-Hall, Inc. Marketing Management, Millenium Edition Philip KotlerĮxcerpts taken from: A Framework for Marketing Management, by Philip Kotler Copyright © 2001by Prentice-Hall, Inc.
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