Chapter 4 - 6 Quotes for Marketing Plan

Chapter 4 –
1. “To create value fro customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want.” (Kotler, Marketing: An Introduction, Pg. 96)
2. “In fact, smart companies capture information at every customer touch point. These touch points include customer purchases, sales force contacts, service and support calls, Web site visits, satisfaction surveys, credit and payment interactions, market research studies – every contact between the customer and the company.” (Kotler, Marketing: An Introduction, Pg. 114)

Chapter 5 –
1. “The American consumer market consists of more than 300 million people who consume more than $12 trillion worth of goods and service each year, making it one of the most attractive consumer markets in the world.” (Kotler, Marketing: An Introduction, Pg. 130-131)
2. “In the business buying process, business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands.” (Kotler, Marketing: An Introduction, Pg. 150)

Chapter 6 –
1. “Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs.” (Kotler, Marketing: An Introduction, Pg. 185)
2. “A product’s position is the way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competing products. (Kotler, Marketing: An Introduction, Pg. 185)