88条金句，让你15分钟了解科特勒营销理念
春节过后，企业陆续复工，营销人也都回到了工作岗位。科特勒增长实验室的编辑特别为大家准备了“开工大礼”——88条营销战略金句，帮助大家提神醒脑，迅速回到工作状态，迎接新一年的机遇与挑战！
——科特勒增长实验室
（本文约5900字，阅读大概需要15分钟）
01“现代营销学之父”/科特勒咨询集团（KMG）首席顾问：菲利普·科特勒
1.“Marketing is not the art of finding clever ways to dispo of what you make. 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, rvice, and value.”
“营销不是找到巧妙方法处理你所做的事情的艺术。营销是创造真正顾客价值的艺术。这是帮助你的客户变得更好的艺术。营销者的口号是质量、服务和价值。'
2.“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.”
“营销管理是一门艺术，也是一门科学，它通过创造、交付和传播卓越的客户价值来选择目标市场，获得、留存和发展客户。”
3.“Your company does not belong in any market where it can’t be the best along some valued attribute.”
“如果你的公司在某些价值属性上不能做到最好，它就不属于任何市场。”
4.“Every company should work hard to obsolete its product line…before competitors do.”
“每家公司都应该努力淘汰自己的产品线……在竞争对手这么做之前。”
5.“Every business is a rvice business. You are not a chemical company. You are a chemical rvices business.”
lra“每一项业务都是服务业务。你不是化学公司。你是一家化学服务企业。”
6.“Within five years, if you’re in the same business you are in now, you’re going to be out of business.”
“五年之内，如果你和现在从事同样的行业，你将会失业。”
7.“Urging protectionism to save your business is a sure way to lo it.”
'敦促保护主义拯救你的企业肯定会失败。'
8.“The Rearch and Development department——not the sales department—— should be held accountable for a product’s success.”
“研发部门——而不是销售部门——应该对产品的成功负责。”
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9.“Companies need fewer boss and more lf-managers.”
'公司需要更少的老板和更多的自我管理人员.'
10.“Cost is of no importance in tting the price. It only helps you to know whether you should be making the product.”
“成本在定价中并不重要。它只是帮你确定是否应该生产这个产品。”
11.“It is no longer enough to satisfy your customers. You must delight them.”
“满足客户需求已经远远不够了，你必须让他们高兴。”
12.“Who should ultimately design the product? The customer, of cour.”
“谁应该最终设计产品？当然是：顾客。”
13.“I don’t care what happened to your profits. Have you improved your share of the customer’s mind and heart this year?”
divider“我不管你的利润怎么了。今年，您是否提高了自己在客户心智中的份额？”
14.“You should never go to battle before you’ve won the war on paper.”
'在书面上赢得战争之前，你不应该去打仗。'
15.“I would rather improve my business every day than depend on a breakthrough every year.”
alternative'我宁愿每天改进我的业务，也不愿依赖每年的突破。'
16.“Today you have to run faster to stay in the same place.”
'今天，你必须跑得更快才能保持不动。逆水行舟，不进则退。'
17.“The future isn’t ahead of us. It has already happened.”
“未来并不在前方，它已然发生。”
18.“Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.”
“公司过于关注做某事的成本。他们更应该担心的是：不这样做的成本。”
19.“It’s more important to do what is strategically right than what is immediately profitable.”
quotation是什么意思“在战略上做正确的事情比立即获利更重要。”
20.“Most companies cannot resist throwing good money after bad.”
'大多数公司都忍不住一次又一次地砸钱。'
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21.“I think it is harder to be a market leader than a market challenger.”
'我认为，成为市场领导者比成为市场挑战者更难.'
22.“The major cau of company failure is company success.”
'公司失败的主要原因是公司的成功.'
23.“It is easier to make money in a mature industry than a high-tech industry.”
'在成熟的行业比高科技行业更容易赚钱。'
24.“Calling a market 'mature’ is evidence of incompetence.”
'称市场'成熟’是无能的证明。'
25.“There is no such thing as a commodity. It is simply a product waiting to be differentiated.”
“没有商品这种东西。这只是一个有待区分的产品。”
26.“The only way to rve your company’s interest is to rve your customer’s interest.”
'服务于公司利益的唯一方法，是服务于你的客户的利益.'
27.“Don’t buy market share. Figure out how to earn it.”the last time
“不要购买市场份额，想办法赢得它。”
28.“The good news is that Marketing takes an hour to learn. The bad news is that it takes a lifetime to master.”
“好消息是学习营销只需要一个小时；坏消息是，掌握它则需要一生的时间。”
29.“Marketing is the ability to hit the mark.”
'营销是达到目标的能力.'
30.“If you aim for the average, you will lo.”
'如果你以平均水平为目标，你将会失败.'
31.“Markets always change faster than marketing.”
'市场比营销变化更快'
brown32.“The sales department isn’t the whole company, but the whole company better be the sales department.”
routinely'销售部不是整个公司，但整个公司最好都能销售.'
33.“Marketing thinking is shifting from trying to maximize the company’s profit from each t
ransaction to maximize the long-run profit from each relationship.”
“营销思维正在从'试图从每笔交易中最大化公司利润’转向'从每种关系中最大化长期利润’。”
劝架的话34.“Marketing’s future lies in databa marketing where we know enough about each customer to make relevant and customized offers to each.”
