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300 risposte sul markteting - Philip Kotler

Consulenza adeguamento privacy 679/2016 GDPR Padova
Pubblicato da in marketing · 11 Dicembre 2016
Tags: marketingkotler



 
300 risposte sul marketing - by Philip Kotler
 

 
In questa pagina trovate una selezione delle risposte date da Philip Kotler nel libro "300 risposte sul marketing" edito da Tecniche Nuove.

 
“Nel corso degli anni clienti, studenti, imprenditori e giornalisti mi hanno posto migliaia di domande sul marketing, in qualche caso ripetute più volte. Alcune erano domande brillanti che mi hanno spinto a pensare bene le risposte, altre erano ingenue, ma spesso hanno stimolato nuove riflessioni.
Poichè si tratta di quesiti che vengono riproposti costantemente, un collega mi ha suggerito di raccoglierli in un libro per soddisfare le curiosità di chi avrebbe voluto pormi le stesse domande, ma non ha mai avuto la possibilità di farlo." (dalla Prefazione)
 

 
I mercati e il marketing
 
D. Quali   sono le macrotendenze che si profilano per il futuro?
 
R. Il paesaggio economico è stato modificato in maniera sostanziale dalla tecnologia e dalla globalizzazione. Oggi aziende di tutto il mondo possono competere ovunque, grazie a Internet e alla maggiore libertà degli scambi.
 
La principale forza economica è la "ipercompetizione": le aziende sono in grado di produrre più beni di quanti ne possano vendere; come risultato si hanno forti pressioni sui prezzi e una tendenza sempre più pronunciata alla differenziazione.
Tuttavia, gran parte della differenziazione è psicologica, più che reale. Anche così, il vantaggio competitivo di un’azienda non permane a lungo, in un’economia dove qualsiasi vantaggio può essere copiato rapidamente.
Le società devono prestare attenzione al fatto che i clienti sono sempre più istruiti e dispongono di strumenti migliori, come Internet, per scegliere tra   una gamma più ampia di alternative.
Il potere, che dal produttore era passato al distributore, ora sta passando al cliente. Il cliente è sovrano.
 

... continua...
 

 



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