Quotes from Philip

• “A good company offers excellent products and services.
• A great company also offers excellent products and services but also strives to make the world a better place.” 
• “All customers are important but some are more important than others.”
• “Be a cause, not just a business.  Have a higher mission.”
• “Business, investor, and consumer confidence is shaken and the contraction phase begins.” 

• “Calling a market “mature” is evidence of incompetence.”
• “Commodities are simply products waiting for a redefinition.”
• “Companies need fewer bosses and more self-managers.”
• “Companies pay too much attention to the cost of doing something.  They should worry more about the cost of not doing it.”
• “Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.”
• “Cost is of no importance in setting the price.  It only helps you to know whether you should be making the product.”
• “Don’t buy market share.  Figure out how to earn it.”
• “Every business is a service business.  You are not a chemical company.  You are a chemical services business.”
• “Every company needs two marketing departments, one that has mastered the tactics of getting rid of today’s products and the other that has mastered the strategy of imagining tomorrow’s products.”  
• “Every company should work hard to obsolete its product line…before competitors do.”
• “Good quality is cheap; cheap goods are costly.”
• “Hard sell marketing is a contradiction.”
• “I don’t care what happened to your profits.  Have you improved your share of the customer’s mind and heart this year?”
• “I felt strongly that marketing managers, in order to make better marketing decisions, needed to analyze markets and competition in systems terms, explicating the forces at work and their various interdependencies.” 
• “I think it is harder to be a market leader than a market challenger.”
• “I would rather improve my business every day than depend on a breakthrough every year.”
• “If every department only does its own job well, the company will fail.”
• “If it takes three years to develop the product, it won’t be the right product.”
• “If markets are to be segmented and cultivated, they must meet certain requirements. Segments must be Measurable, Substantial, Accessible, Differentiable, and Actionable.”
• “If the marketer does a good job of identifying consumer needs, developing appropriate products, and pricing, distributing, and promoting them effectively, these goods will sell very easily.”
• “If you aim for the average, you will lose.”
• “If you can differentiate a dead chicken, you can differentiate anything.”
• “If you spend too little on advertising, you are spending too much.”
• “If we do not change our direction, we are likely to end up where we are headed.” 
• “Integrated marketing communications are a way to examine the entire marketing process from the point of view of the receiver.”
• “It has become increasingly important for marketing professionals to speak the language of the CFO. A financial background allows marketers to better quantify the anticipated impact of any campaign, which in turn aids in greater buy-in.”
• “It is easier to make money in a mature industry than a high-tech industry.”
• “It is more important to do what is strategically right than what is immediately profitable.”
• “It is no longer enough to satisfy your customers.  You must delight them.”
• “Low paid salesmen are expensive.  High paid salesmen are cheap.”
• “Marketing is a race without a finishing line.” 

• “Marketing is not the art of finding clever ways to dispose of what you make.” 
• “Marketing is the ability to hit the mark.”
• “Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.”
• “Marketing is the creative use of truth.”
• “Marketing is the homework that we do before we have a product.”
• “Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.”
• “Marketers influence demand by making the product appropriate, attractive, affordable, and easily available to target consumers.”
• “Marketing thinking is shifting from trying to maximize the company’s profit from each transaction to maximize the long-run profit from each relationship.”
• “Marketing’s future lies in database marketing where we know enough about each customer to make relevant and customized offers to each.”
• “Markets always change faster than marketing.”
• “Most companies cannot resist throwing good money after bad.”
• “No company in its right mind tries to sell to everyone.”
• “The aim of marketing is to reduce the need for selling.”
• “The aim of selling is to satisfy a customer need; the aim of marketing is to figure out his need.”
• “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”
• “The future isn’t ahead of us.  It has already happened.”
• “The good news is that Marketing takes an hour to learn.  The bad news is that it takes a lifetime to master.”
• “The hardest job is to tell a customer that your competitor has the better product.”
• “The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.”
• “The major cause of company failure is company success.”
• “The only way to serve your company’s interest is to serve your customer’s interest.”
• “The Research and Development department — not the sales department- – should be held accountable for a product’s success.”
• “The sales department isn’t the whole company, but the whole company better b e the sales department.”
• “The three F’s of service marketing – be fast, flexible, and friendly.”
• “There is an immutable conflict at work in life and in business, a constant battle between peace and chaos. Neither can be mastered, but both can be influenced.”
• “There is no such thing as a commodity.  It is simply a product waiting to be differentiated.”
• “Today marketing needs to be reengineered from A to Z.”
• “Today you have to run faster to stay in the same place.”
• “Today’s economic landscape is being shaped by two powerful forces—technology and globalization.” 

• “Too much of today’s marketing is 1P marketing. Companies mainly concentrate on promotion and sales and disregard product, price and place (distribution). This results in ineffective marketing.”
• “Try creating customer evangelists, the power of cult branding, and creating raving fans.” 

• “Underestimating chaos can lead to strategies that neither defend a company against its vulnerabilities nor allow it to take advantage of the opportunities arising from chaos.”
• “Urging protectionism to save your business is a sure way to lose it.”
• “Within five years, if you’re in the same business you are in now, you’re going to be out of business.”
• “Who should ultimately design the product?  The customer, of course.”
• “You don’t sell through price.  You sell the price.”
• “You don’t sell to distributors.  You sell through them and with them.”
• “You should never go to battle before you’ve won the war on paper.”
• “Your company does not belong in any market where it can’t be the best.”