Philip Kotler As The Father Of Modern Marketing

Choosing a marketing strategy involves making “decisions about price, channels of distribution, product, communications, and customer relationship management” (Winer & Dhar, 2011, p. 36). In order to develop a marketing strategy, the CEO of MM must know “who the customers are, why they buy, how they make purchasing decisions, where they purchase products, and when they buy” (Winer & Dhar, 2011, p. 126). For quarter 4 of 2012, the CEO decided to use a price optimization strategy, which focus on the target market and

Kudler Fine Foods is a three-store gourmet grocer in Southern California. Kudler Fine Foods specializes in providing unique and high quality ingredients for the savvy shoppers in search of the finest meats, produce, cheeses and wine (University of Phoenix, 2008). One of the opportunities stated in the Kudler’s strategic plan include offering an expanded catering service. Currently, Kathy Kudler has been providing some catering services through special requests, with very good results both in customer satisfaction and product profit margin. The following market analysis will review Kudler’s existing market research, and present opportunities based on the marketing mix for the expanding catering services.

Kotler, P. , Wong, V., Saunders, J., Amstrong, G., 2005. Principles of Marketing 4th, edition Pearson educational editorial.

Marketing dates back to 1450, when Gutenberg’s metal movable type production led to the mass-production of flyers and brochures. His invention revolutionized the consumer market. This brilliant idea advanced throughout the years. The marketing course was not offered until 1905, when the University of Pennsylvania allowed it and the course was known as The Marketing of Products. About three years later, Harvard’s Business School opened, which offered a variety of marketing and other business related fields. (“The History.”) A famous marketing manager, Phillip Kotler, who is an author, a consultant, and a Marketing Professor. He has based his entire life about marketing and Kotler once said “Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” (“Marketing.”) In 1975, Kotler was the first person to receive the Leader in Marketing Thought award, which is a prestigious award, voted by American Marketing Association. Recently, on February 16, 2013, he was the first recipient of the

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Donnelly, J. & Peter, J. (2014). A Preface to marketing management (14.th ed.). New York, New York.

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed., pp. 517-518). Essex, London: Prentice Hall.

Marketing strategy and marketing are becoming more important elements to the business now than ever before, due to dynamic environment throughout the globe. The changes taking place in the political, social, economical and technological environment have a great impact on the businesses and posing great challenges to the business to survive in the dynamic market place as the world is transforming into the boundary less world. (Crittenden VL, Crittenden WF & Muzyrka DF, 2002)

Armstrong, Gary and Kotler, Philip 2011, Marketing: an introduction, 10th edition (pp. 50-51), Pearson Prentice Hall, USA.

Kotler, P., & Keller, K. L. (2011). Marketing Management (14th ed.). Upper Saddle River, NY:

In the world of today, the role of marketing within the business community has increased exponentially. Nowadays' consumers are presented with countless purchase opportunities, numerous providers and various points of value. In order to attract and retain their buyers, economic agents devise and implement a wide array of strategic efforts, including the creation of strong and aggressive marketing campaigns.

Kotler, P., & Keller, K. L. (2011). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

With that kind of personality and values of this generation have, marketers, entrepreneurs and businessmen shall take these into consideration of placing your products, services, promotions and other marketing activities within the boundaries of the next prime movers of the country which will be also the prime movers of who will decide what to buy, what is needed and what is, I want to have. Promotions that are aligned on the value on its products not just only to its brand but to central notion of providing customer satisfaction that fulfills its customer requirements, a need to be clearly understood and a must to translate into marketing

Robert A. Bartels is known by many as the father of Marketing Thought. His early writings have left an impression on me and serve as inspiration for my future research. His motivation like mine comes from a desire to possess

Marketing appeared with the first human beings, a good example for that Eve’s trial to convince Adam to eat the forbidden apple (Kotler marketing Group, 2015). Since ancient times, people were meeting together at a specific time in a specific market which was known by everyone to complete the bartering process where they exchange the agriculture and craft products, they were producing. With the advent of cash, the bartering process has stopped and turned into a sale and purchase by the currency power. It is clear that the concept of marketing in this era was limited to a simple process of sale and purchase of the product between the seller and the buyer in specific market, and this has continued until the trade