The Ten Commandments of Marketing


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The company segments teh market, chooses teh best segments, and develops a strong position in each chosen segment.

The company maps it customers’ needs, perceptions, preferences, and behavior and motivates its stakeholders to obsess about serving and satisfying the customers.

The company knows its major competitors and their strengths and weakness.

The company build partners out of its stakeholders and generously rewards them.

The company develops systems for identifying opportunities, ranking them, and choosing the best ones.

The company manages a marketing planning system that leads to insightful long-term and short-term plans.

The company exercises strong control over its product and service mix.

The company builds strong brands by using the most cost-effective communication and promotion tools.

The company builds marketing leadership and a team spirit among its various departments.

The company constantly adds technology that gives it a competitive advantage in the marketplace.

Adapted from Philip Kotler, Ten Deadly Marketing Sins (Hoboken, NJ: John Willey & Sons, 2004) pp. 10, 145-148


Mohr et. al. (2010:9)


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Technology is a broad concept that relates to how people use tools and knowledge -usually the product of science and engineering- to create solutions to problems.

High technology; generally refers to cutting-edge or advanced technology -which means that the definition shifts over time (this fuzzy definition has led to companies describing nearly all new products as high tech).

Kotler & Keller (2012:31)


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Key customer market: Consumer Market, Business Market, Nonprofit Market, and Governmental Market.

Marketplace is physical, such as a store you shop in.

Marketspace is digital, as when you shop on the internet.

Metamarkets are the results of marketers packaging a system that simplifies carrying out these related product/service activities.

Kotler & Keller (2012:27)


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Marketing is about identifying and meeting human and social needs.

The American Marketing Association said, marketing is the activity, set of institutions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing Management, the art and science of choosing target markets and getting, keeping, and growing customer through creating, delivering, and communicating superior customer value.

Marketing is societal process by which individuals and group obtain what they need and want through creating, offerings and freely exchanging products and services of value with other.

Marketers market ten main types of entities: goods, services, events, experiences, persons, places, properties, organizations, informations, and ideas.