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Philip Kotler: ¿cuáles fueron las grandes ideas del padre del marketing? - Gestion.Org Saltar al contenido La figura de Philip Kotler está unida de forma indisoluble con el mundo de la mercadotecnia. Tanto que está considerado de forma unánime como el padre del marketing. Pero, ¿quién es este hombre y por qué es tan importante? ¿Cuáles fueron sus principales ideas? Hoy en Gestion.org te contamos cómo el marketing ha evolucionado a ser lo que es hoy en día gracias a las aportaciones de Philip Kotler.
Biografía: ¿cómo fue su vida? Kotler nació en Illinois (Chicago) el 27 de mayo de 1931. Galardonado hasta la saciedad, este doctor en economía y matemáticas ha sido una de las figuras más importantes en el ámbito empresarial , concretamente en el área del marketing. Además de ser docente, también dedicó parte de su vida a trabajar en empresas privadas como consultor. Incluso llego a formar una empresa de consultoría, la Kotler Marketing Grup (KMG). En su trayectoria por la empresa privada destaca su participación como consultor en empresas como Motorola, Ford Motor, IBM, Michelin o el todopoderoso McDonald’s. Algunos de los premios más importantes que recibió a lo largo de su vida fueron los de Doctor Honoris Causa. Se lo concedieron en universidades como la Zurich, Viena o Estocolmo. A lo largo de esos años, Kotler no ha perdido ni un solo segundo de su vida, dejando unas de las bibliografías más completas que existen en la historia del marketing. Algunas de los libros de Philip Kotler más destacadas son las siguientes:
[easyazon_link identifier=»9688805904″ locale=»ES» tag=»gestion-21″]Mercadotecnia -1996[/easyazon_link] [easyazon_link identifier=»B0064T03XK» locale=»ES» tag=»gestion-21″]Marketing según Kotler -1999[/easyazon_link] [easyazon_link identifier=»6073237006″ locale=»ES» tag=»gestion-21″]Dirección de marketing -2006[/easyazon_link] [easyazon_link identifier=»8483226766″ locale=»ES» tag=»gestion-21″]Introducción al marketing -2010[/easyazon_link] [easyazon_link identifier=»8483564254″ locale=»ES» tag=»gestion-21″]Marketing 3.0 – 2012[/easyazon_link] [easyazon_link identifier=»6073217226″ locale=»ES» tag=»gestion-21″ cloak=»y» localize=»y» popups=»n»]Fundamentos de marketing[/easyazon_link] – 2013 Como has podido comprobar, no son pocos los hitos que el doctor Kotler ha conseguido a lo largo de su vida. Una vida de enseñanza, premios y libros que ha marcado la historia del marketing como nunca nadie lo había hecho. Sin duda, Philip Kotler es el principal referente que ha existido en la mercadotecnia.
¿Cuáles son las principales estrategias de marketing que nos ha dejado Philip Kotler? Si existe en el marketing algo parecido a los 10 mandamientos, son los 10 principios del marketing que Kotler describió en su libro con el mismo nombre. 10 fundamentos del marketing que sentaron cátedra a lo largo de los años y que cambiaron todas las estrategias de marketing conocidas hasta la fecha. Veamos cuáles fueron:
1. El cliente lo es ahora todo La idea de este principio es que hay entender al cliente para ser capaces de ofrecerle lo que busca. Esta es una clara evolución del marketing y de las 4Ps. Antes todo se centraba en el producto/servicio y el cliente quedaba en un segundo plano. Ahora es el protagonista absoluto y todos los esfuerzos de la empresa deben estar enfocados en satisfacerlo.
2. Público objetivo En el marketing tradicional se intentaba llegar a la mayor cantidad de gente posible. No se segmentaba sino que a cuánto más público se llegase mejor. En cambio, con este principio, Philip Kotler asegura que es no solo es necesario enfocarse a una audiencia determinada, sino que cuanto más hipersegmentemos el mercado, más eficaces seremos. De ahí la importancia de realizar un buena investigación del mercado y ver cuáles son los perfiles que más nos interesan para nuestros productos. Lo ideal es que conozcas a tu público objetivo como a la palma de tu mano. Solo así podrás saber qué necesidades tiene y poder satisfacérselas a la perfección.
3. Propuesta de valor orientada al cliente El mensaje que transmitimos al cliente debe estar orientado a sus gustos. Como decíamos antes, todo se centraba en el producto. La tendencia era comprar un artículo según sus características. Ahora es diferente, buscamos alcanzar otro tipo de conexión con el cliente:
En definitiva, haz disfrutar al cliente y olvídate de endiosar al producto.
4. Distribución y entrega Philip Kotler destacó que estos 2 procesos también se podían mejorar para mejorar la satisfacción del cliente. Un ejemplo claro está en el conocido trade marketing . Mejorar la distribución y la experiencia del cliente en el punto de venta es una de las prioridades de esta nueva tendencia. Como ves, la evolución consiste en cuidar al cliente como si fuera el tesoro más preciado.
5. Comunicación bidireccional A diferencia del marketing tradicional, donde la relación con el cliente era puntual, en este nuevo enfoque la comunicación entre ambos agentes es fundamental. Mediante redes sociales , correos electrónicos o encuestas, la empresa debe estar recibiendo constantemente el feedback de sus clientes.
6. Mensajes permisivos y útiles No se debería aburrir, ni cansar al cliente. Debemos transmitirles mensajes útiles, que les aporten un beneficio y que logren captar su atención. Y si de paso, conseguimos entretenerlos con un mensaje creativo y divertido mucho mejor.
7. Medir y medir Los números y estadísticas deben estar a la orden del día. Además, en la actualidad, gracias a la vertiente del marketing digital , la recolección de datos es mucho más fácil. Este análisis será el que nos indique cuáles son las estrategias que nos están funcionando y cuáles no. Por tanto, nuestro plan de marketing siempre se debe basar en estadísticas.
8. Nuevas tecnologías Se deben usar todas las nuevas tecnologías que tengamos a nuestro alcance. Por ejemplo, Google Trends , Audiense , autoresponder en el email marketing o programas CRM son solo una pequeña muestra de lo que se puede usar hoy en día en beneficio de nuestro proyecto.
9. Se busca la fidelidad Ya no buscan transacciones rápidas, la idea es crear una relación a largo plazo con el cliente . ¿Cómo se consigue esto? Además de que nuestros productos sean de calidad y de verdad resuelvan los problemas del cliente, se intenta ganar su fidelidad con estrategias (entre otras) de este tipo:
Mejora de la atención al cliente. Mejores y más canales de comunicación. Promociones, descuentos, ofertas, etc. Implementar una estrategia de marketing social o verde . Cuando ganas un cliente no consigues una venta, sino muchas a lo largo del tiempo.
10. Para Kotler el marketing está en todas partes El décimo principio de Philip kotler es sencillo. Todo lo que rodea a la empresa y a sus relaciones es marketing . Por tanto, hay que cuidar cada todos los aspectos de la empresas ya que de una manera u otra afectan al cliente.
¿Cuáles son las frases más conocidas de Philip Kotler? Philip Kotler ha dejado muchas frases memorables a lo largo de su carrera. En este apartado vamos a dejarte con algunas de sus frases más conocidas para que conozcas a este mito del marketing un poco más en profundidad. Para ello, os traemos esta fantástica infografía, directamente desde TICs y formación , que recopila las mejores frases del maestro Philip Kotler. Y no podemos olvidarnos de una de las definiciones del marketing más reconocida internacionalmente y recogida en la mayoría de guías y manuales de la mercadotécnica.
«La mercadotecnia es un proceso social y administrativo mediante el cual grupos e individuos obtienen lo que necesitan y desean a través de generar, ofrecer e intercambiar productos de valor con sus iguales”.
Esta ha sido solo una muestra de todas sus frases célebres. Como has podido comprobar, Philip Kotler no solo es uno de los mejores catedráticos de la mercadotecnia, sino un adelantado a su tiempo.
Entrevista a Philip Kotler A continuación, vas a ver una de las entrevistas que ofreció Philip Kolter hablando sobre sus teorías y sobre sus definiciones acerca del marketing 1.0, 2.0 y 3.0. Si de verdad te interesa el mundo del marketing, no te pierdas ni un solo segundo del vídeo que viene a continuación. https://www.youtube.com/watch?v=TCpNzWdoO3Y
¿Estás de acuerdo con el padre del marketing? Todos tenemos claro que Philip Kotler ha sido una de las personas más importantes en el mundo de la mercadotecnia. Su influencia y su legado ha perdurado a lo largo de los años dejándonos algunos de los fundamentos del marketing que han marcado un antes y un después en la concepción del mundo empresarial. En Gestion.org tenemos claro que sin Philip Kotler el mundo de la mercadotecnia no sería ni por asomo parecido a lo que es hoy en día. Y a ti, ¿qué te parece la figura del padre del marketing? ¿Crees que sus opiniones son acertadas? Fotografía : Photo credit: Mays Business School via Foter.com / CC BY-NC-ND