Marketing Principles by Philip Kotler
Chapter 2
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value and Relationships
Case Solve
6. GOALS & OBJECTIVES
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Expansion
Expand into new business as they did
with the washing machine, hand dryer,
fan and bathroom faucet.
Marketing Campaign
Support existing and new products
with informational integrated
marketing campaigns.
Market Testing
Ensure every product meets
customer need through market
testing.
10. MARKETING MIX TECHNIQUES
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Customers were much
more likely to use products
that work fast and does the
job right.
Product
Price
Least price, discounts,
allowances, credit term
and payment period.
Place
Making products available to
target consumers.
Promotion
Communicate the merits of
products and persuade
customers to buy it.
12. IS DYSON A CUSTOMER ORIENTED COMPANY?
01 Product Interrogation
Developing products by
improving them rather asking
users what they expect from a
product.
03 Easy Solution
Find out innovative an easy
solution to the dispersion.
02 Testing Prototype
Test products with a
standard in accordance
with customer opinion.
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