This is my Personal key point of summary of Principles of Marketing by Kotler and Armstrong.


Below are the main point of chapter 1, sub chapter "What is Marketing?"


1. Successful company has customer focused culture and strongly committed to marketing.

2. The simplest definition of marketing is => managing profitable customer relationship.

3. Fundamental goal of marketing is =>

a. to attract new customer by promising the best value.

b. to keep and grow current customer by delivering satisfaction.


4. Marketing is not only selling and advertising.

5. Marketing definition based on the points above =>

Marketing = the process by which company creates values for customers and build strong customer relationships in order to capture values from customers in return.


6. Based on point number 5, marketing is a process. There are five phases model of the marketing process.

Five phases :

a. Understand the marketplace and customer needs and wants

b. Design a customer-driven marketing strategy

c. Construct an integrated marketing program that delivers superior value

d. Build profitable relationship and create customer delight

e. Capture value from customers in return (to create profits and customer equity)


Below are the diagram of five-steps model marketing process:

I hope this key point note is beneficial for you, especially college students who take a marketing subject.

I will write my personal marketing note more in the next post. So, stay on reading this blog.