Kotler On Marketing by Philip Kotler

Author:Philip Kotler [Kotler, Philip]
Language: eng
Format: mobi
Publisher: Simon & Schuster, Inc.
Published: 1999-09-29T04:00:00+00:00

Not only must the promotion tools be integrated; all four Ps must be integrated. The company cannot charge a high price for a poor-quality product or charge a high price for a good-quality product but provide poor service.

Each of the four Ps are in a competing as well as a complementary relationship. An automobile dealer decided one day to fire his ten salesmen and to use the saved cost to lower his car prices substantially. That resulted in a “land office” business. Apparently customers cared more for a low price than a car salesperson’s dubious service.

The great number of interdependencies among marketing elements require the most careful planning. The choice of one element often dictates other elements. Selling through retailers may require offering to pay for “co-op ads.” Catalog selling might require providing telephone ordering service seven days a week, twenty-four hours a day. Choosing to be the lowest-price firm may require a “hard-bargaining” stance toward suppliers and dealers. For those reasons, it is important once again to emphasize the need for developing a clear total value proposition around which all the marketing elements can be integrated in a seamless fashion.

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