In the book “Fundamentals of Marketing,” Kotler shares authorship with Armstrong and describes segmentation as the ability to recognize that not all customers can be satisfied at the same level.
To achieve a high level of satisfaction among all customers, it is necessary to establish a “target market”.
The “target market,” the authors explain,
"It consists of a group of buyers who have common needs and/or characteristics that the company or organization decides to serve."
Positioning, a fundamental aspect in Philip Kotler's theory
Do you show your customers how you stand out from the competition? That's positioning!
Kotler gives the example of Starbucks as follows:
“Their position is to provide better coffee, many more varieties to choose from and a pleasant experience in a place where you will enjoy drinking your coffee.”
Marketing 1.0
This is the type of marketing that reaches people's minds and that most companies carry out.
That Marketing that really seeks to offer a quality service.
Marketing 2.0
It is Marketing in which companies analyze their data well to better understand their audiences.
It results from the commitment of companies to learn about the habits and customs of their consumers in order to manufacture and sell products/services that adapt to their needs.
Marketing 3.0
It turns out to be the most advanced Marketing, since companies are not only interested in selling their products, but in making the world “a better place.”
Below we leave you with the main teachings that the father of modern indonesia number list Marketing has left about this specialty that are still very applicable today.
Let's forget traditional marketing
According to Philip Kotler, traditional Marketing, as we knew it, is dead.
And the new Marketing is about relating and interacting more with consumers.
New audiences are searching for information online, unlike older audiences who only bought after seeing an ad.
Times and technologies have changed a lot.
It is now much easier to find out beyond what a particular advertisement or publicity tells us about a product/service.
Philip Kotler invites you to care about society
Considering that the most advanced marketing is 3.0, Kotler assures that today's audiences prefer companies that advocate for a cause or that are dedicated to solving any environmental problem.