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August 15, 2005
Martin on Kotler on Marketing
This morning's general session was less 'xtreme' than yesterday's, but some great concepts were shared nonetheless. Kotler shared some profound thoughts on marketing, and here are some of my notes:
1. The aim of marketing is to diminish the need to sell.
2. Downstream marketing is the day-to-day operations of the marketing process; upstream marketing is the environmental scanning and strategy of marketing.
3. Precision marketing is using data to target customers. Using predictive analysis will help associations maximize their marketing investment by increasing the likelihood that their targets will buy from a given piece of marketing.
4. Companies are beginning to organize by customer segment rather than product lines.
5. Some members are more equal than others: Associations should pay special attention to their most loyal and committed members.
6. Kotler implored us to build brand loyalty through integrated marketing and positive member experiences
7. Retain your members by delightfully surprising them.
8. Marketing is a customer-centric mindset.
After Kotler's speech, a panel discussion followed with a lively debate between Jim Gilmore and Dr. Kotler. Gilmore asserted that marketing is an antiquated concept and that focusing on customer experience is the new way to keep and get new customers.
Some innovative thoughts shared by Gilmore were:
1. You deliver a service, but you stage an experience.
2. "The Set" or place is not the experience. Experience occurs inside of a person.
Posted by Ben Martin at August 15, 2005 11:10 AM
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