Marketing Effectively

  1. True marketing starts… with the customer.  It does not ask, “What do we want to sell?”  It asks, “What does the customer want to buy?”  It does not say, “This is what our product or service does.”  It says, “These are satisfactions the customer looks for, values, and needs.” Peter Drucker
  2. A product orientation holds that the major task of an organization is to put out products that it thinks would be good for the public. A production orientation holds that the major task of an organization is to pursue efficiency in production and distribution. A sales orientation holds that the main task of the organization is to stimulate the interest of potential consumers in the organization’s existing products or services. A marketing orientation holds that the main task of the organization is to determine the perceptions, needs, and wants of target markets and to satisfy them through the design, communication, pricing, and delivery of appropriate and competitively viable products or services. Philip Kotler
  3. The difference between marketing and selling is more than semantic.  Selling focuses on the needs of the seller, marketing on the needs of the buyer.  Selling is preoccupied with the seller’s need to convert his product into cash, marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming it. Theodore Levitt
  4. Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. Philip Kotler
  5. If you can’t state your position in eight words or less, you don’t have a position. Seth Godin
  6. Doing business without advertising is like winking at a girl in the dark. You know what you’re doing, but nobody else does. Stuart Henderson Britt
  7. A competitor is anyone who wants my customer’s dollar. Sherman Titens
  8. A good advertisement is one which sells the product without drawing attention to itself. David Ogilvy
  9. We don’t sell you tires. We help you buy them. Sign in lobby of a tire store
  10. If you aim your message at no one in particular, don’t be surprised if no one in particular responds. Unknown
  11. It is the professional duty of the advertising agent to conceal his artifice.  When Aeschines spoke, they said, “How well he speaks.”  But when Demosthenes spoke, they said, “Let us march against Philip.”  I’m for Demosthenes. David Ogilvy
  12. Marketing takes a day to learn. Unfortunately it takes a lifetime to master. Philip Kotler
  13. Although you can have successful long-term (nonprofit) marketing campaigns that don’t involve fundraising, you cannot have successful long-term fundraising campaigns without marketing. Marketing and communications are how you talk to your donors in between those times when you ask for money. Kivi Leroux Miller

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