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Marketing Basics - Kotler Philip

The rapid spread of the marketing system

Many people think that only large companies in developed capitalist countries resort to marketing. In fact, it is used within and beyond the scope of entrepreneurship in all countries.

In the field of entrepreneurship

In the field of commercial activity, different companies perceived marketing at different times. General Electric, General Motors, Sears, Procter and Gamble and Coca-Cola realized its potential almost immediately. If we talk about the priority distribution of marketing , then the fastest pace it mastered the company? packaged consumer goods manufacturers, firms? manufacturers of consumer durables and firms manufacturing industrial equipment. Manufacturers of goods such as steel, chemicals and paper turned to marketing later, and many of them still have to master it and master it. Over the past decade, there has been a shift in the assessment of modern marketing by consumer services firms, and especially airlines and banks. Airlines began to study the attitude of passengers to various aspects of their services: flight frequency, baggage handling, in-flight service, hospitality, and seat comfort. They abandoned the idea that they were engaged in commercial air transportation, and realized that they were working in the field of travel and tourism. bankers who initially resisted marketing now perceive it with enthusiasm. Marketing is beginning to attract interest from insurance and brokerage firms, although they still have a long way to go before they learn how to effectively apply it.

The latter showed interest in marketing to a group of entrepreneurs in free professions, such as lawyers, accountants, auditors, doctors and architects. Until recently, professional associations forbade their members to engage in price competition, attract customers, and advertise their services. The US Department of Justice’s anti-trust department recently found such restrictions illegal. Accountants, auditors, lawyers and other groups of people with free professions have now received the right to advertise and pursue an aggressive pricing policy.