Kotler is an American marketing consultant who has written many books on this very subject. He’s also considered as a leader in marketing management. He believed that marketing is an integral component of business and can be the driving forces many at times.
He noticed that it’s not only the quality of the products that defines the sales but also it depends on various external factors. If you think about it, you will yourself realize that only quality can’t be a factor for selling a product. The customer or target audience must also know about the products. So that they can compare the products along with other alternatives and can come up with some kind of judgment. This judgment is crucial in selling a product.
Borrowing his own words, Kotler has said that, the organization’s marketing task is to determine the needs, wants and interests of target markets and to achieve the desired results more effectively and efficiently than competitors, in a way that preserves or enhances the consumer’s or society’s well-being.
It simply means that there must be a market strategy involved so that the need of the products could be realized. As it has been already said, simply inventing or manufacturing a product and doing nothing will end up in a destructive business. Rather one needs to address the key components and address them individually. For example, transportation plays a great role in marketing. As the cost of the product will go higher in the case of an inefficient transportation system, marketing also takes into account of reaching the target customers as-as low cost as possible. It also does involve wholesale business.
He also links the motive of profit to customer satisfaction and society’s well-being thus addressing the shortcomings of capitalism. Kotler has indeed defined marketing in a new dynamic.