Marketing 4.0 Quotes

“George Loewenstein of Carnegie Mellon provides one of the simplest definitions of curiosity: the feeling of deprivation that comes from an information gap between what we know and what we want to know. Separately,”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“In the internet world, we know the f-factors: followers, fans, and friends.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“promoters, who recommend the brand; passives, who are neutral; and detractors, who are unlikely to recommend the brand. The Net Promoter Score is measured by the percentage of promoters subtracted from the percentage of detractors. The key argument is that the ill effect of negative word of mouth reduces the good effect of positive word of mouth.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“In making purchase decisions, customers are essentially influenced by three factors. First, they are influenced by marketing communications in various media such as television ads, print ads, and public relations. Second, they are persuaded by the opinions of their friends and family. Third, they also have personal knowledge and an attitude about certain brands based on past experiences.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“Random conversations about brands are now more credible than targeted advertising campaigns. Social circles have become the main source of influence, overtaking external marketing communications and even personal preference. Customers tend to follow the lead of their peers when deciding which brand to choose. It is as if customers were protecting themselves from false brand claims and campaign trickeries by using their social circles to build a fortress.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“This is the portrait of the future customers—connected yet distracted. A survey by the National Center for Biotechnological Information shows that the average human attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. This can be attributed to the massive and overwhelming volume of messages that constantly bombard our connected mobile devices and demand instant attention.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“Today, innovation is horizontal; the market supplies the ideas, and companies commercialize the ideas.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“Random conversations about brands are now more credible than targeted advertising campaigns.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“a connected world, the concept of marketing mix has evolved to accommodate more customer participation. Marketing mix (the four P's) should be redefined as the four C's (co-creation, currency, communal activation, and conversation).”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“four P's: product, price, place, and promotion.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“Traditionally, marketing always starts with segmentation—a practice of dividing the market into homogenous groups based on their geographic, demographic, psychographic, and behavioral profiles.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“The research revealed that mobile phones divert people's attention away from their current environments. It also discovered that the feeling of being able to connect to a wider network often inhibits people's abilities to be empathetic to others nearby. Therefore,”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“According to the segmentation, there is a hierarchy of internet users, including inactives, spectators (people who watch and read online content), joiners (people who join and visit social media), collectors (people who add tags to webpages and use RSS feeds), critics (people who post ratings and comments online), and creators (people who create and publish online content).”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“Based on a survey by MarkPlus Insight in 2015, about 74 percent of Indonesian women managed all the family finances—controlling even the income of their spouses—although only 51 percent of them were working.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“According to Martha Barletta, a woman's decision-making process differs from a man's. Whereas a man's path-to-purchase is short and straightforward, a woman's resembles a spiral, often going back to previous steps to collect new information and to reassess whether moving to the next step is the right choice. Women typically spend hours in stores reviewing quality and comparing prices as well as hours researching online, while men typically limit their search and go after what they want as quickly as possible.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“Indonesia Mengajar offers a similar empowerment platform through education. It rigorously selects the country's top graduates, asking them to forgo potentially high-paying jobs in favor of teaching in remote village schools for one year.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“YouGov BrandIndex reveals an interesting fact. McDonald's, for example, has 33 percent lovers and 29 percent haters, a near balanced polarization. Starbucks has a similar”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“A survey by the National Center for Biotechnological Information shows that the average human attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. This”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“Similarly, we do not believe that the online “new wave” marketing will ultimately replace the offline “legacy” marketing. In fact, we believe that they need to coexist to deliver the best customer experience.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“Google research shows that eight out of ten smartphone users in the United States do mobile research in-store. Even when watching television advertising, more than half of the TV audience in Indonesia conducts mobile search.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“But what distinguishes this new type of customer from other markets we have seen before is their tendency to be mobile. They move around a lot, often commute, and live life at a faster pace. Everything should be instant and time-efficient. When they are interested in things they see on television, they search for them on their mobile devices. When they are deciding whether to buy something in-store, they research price and quality online. Being digital natives, they can make purchase decisions anywhere and anytime, involving a wide range of devices. Despite their internet savvy, they love to experience things physically. They value high-touch engagement when interacting with brands. They are also very social; they communicate with and trust one another. In fact, they trust their network of friends and family more than they trust corporations and brands. In short, they are highly connected.”
― Philip Kotler, Marketing 4.0: Moving from Traditional to Digital

“En el proceso de decisión de compra hay tres factores esenciales que influyen en los consumidores: en primer lugar, la comunicación de marketing de las empresas en diversos medios, como los anuncios de televisión, la publicidad impresa o las relaciones públicas; en segundo lugar, las opiniones de sus amigos y familiares, y en tercer lugar, su conocimiento previo y su actitud personal hacia ciertas marcas por sus experiencias pasadas.”
― Philip Kotler, Marketing 4.0 (Versión México): Transforma tu estrategia para atraer al consumidor digital