November 23, 2011
90-35=1.5… Math changes in Marketing.
So… despite everything, what did the lecture of Mr. Kotler give us in 55 minutes (which is 90-45) instead of 1.5 hours, that was promised by Sensei…
First of all, I understood, that it is very important to be able to intrigue people at the right place and on right time. First of all, you have to find the right bait, circulate it for a certain period of time and interest potential target groups. What can happen later, shows the recent practice.
But let’s get back to the content of Kotler’s lecture. First of all, I was pleasantly surprised how well informed he was about Armenian reality.
First note that I made in the fancy notebook provided by the AMA (pen-shaped cut inside), was the following expression: “It’s very important for a company to have a certain purpose and passion”. Well, sure, after he said that, I realized that I knew that. But I did not know that I know that. The whole thing is that a good professor is not only the one, that knows a lot, but also can pass it to the student. So, Kotler just passed a simple truth to me, at least. A company needs not only a purpose or a plan of actions, but also a passion. That is a great trigger.
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Then I fixed the fact, that you can help your country or your city via operating with governmental organizations, NGOs or companies’ communities. But in any case the company should add to your knowledge.
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Commercial marketing is not just advertising. Marketing should be a part of those who make decision what to produce. A marketing department should stand at the start.
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When Mr. Kotler was talking about Yerevan, he asked whether anybody of us has thought of how he/she could help to rise the city. Than he brought the example of Dubai, which is a work of imagination.
Example of Abu-Dhabi, which build 4 new museums for attracting tourists. One of them is a branch of french Louvre. And the buildings of the museums are very beautiful. So, what could be built in Yerevan, that is a MUST SEE? May be we should look back at our religious heritage?
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Then Mr. Kotler brought two very interesting questions: How to market a place and how to market a behavior? Particularly, how do you market a good behavior is the same as “how do you de-market a bad behavior? The answers to these questions lead to social marketing. Social marketing works quite well in the USA. (ex: Smoke less, do not stop.)
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COMMERCIAL OR SOCIAL MARKETING?
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The above mentioned question is one that you should decide. Or may be you are interested in research marketing? You could market lots of things. In research marketing you could, for example, try to answer a question: What causes people to want something? For this purpose you will have to conduct surveys.
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Effective marketing tools – Facebook and Twitter.
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You should help your company to innovate. Innovation is the hardest thing. Without innovation companies open up, make some money and close. Keep the company alive. Go after some changes!
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Product should start as a concept.
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On the way of innovation you could be:
A. Activator
B. Browser (check the idea)
C. Creator (of a concept)
D. Developer (make a physical version)
E. Executor (selling)
F. Financier
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The solution is just to find the right people via FB.
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GOOD COMPANIES FOLLOW TRENDS. GREAT COMPANIES CREATE TRENDS.
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Ask the customer help you to create the products they want.
Example: Harley-Davidson. Engineers hang on with customers in the garages… Why not co-create?
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For sure, this are just some notes, that were taken during the 50 minutes lecture of prof. Philip Kotler. But I am sure for those, who have some basic marketing knowledge, will certainly be able to create an imagination about the lecture itself and have their own ideas on the questions discussed during the lecture.
