Приложение 2 к Главе 1. Dr. Philip Kotler Answers Your Questions on Marketing

(Место размещения текста интервью Ф. Котлера http://www.kotlermarketing.com/phil_questions.shtml. Режим доступа - свободный. 1.09.2011)

Questions:

1. Which megatrends do we have to consider for the future?
2. In your books, you have pointed out that globalization, hyper-competition and the Internet reshape markets and businesses. What effect are these dynamics having on marketing?
3. What is Marketing?
4. What would you consider among the chief misconceptions about effective marketing that are still operating in today’s companies. Who isn't "getting" it?
5. When did Marketing first appear?
6. What is the mission of marketing?
7. You say that marketing must play the lead role in shaping business strategy. Do you think that business executives are fully aware of the role that marketing can play in helping the company succeed?
8. You have said that if a company’s marketing department can’t propose any new opportunities, they should be fired. But are there many good opportunities still left?
9. What significant business opportunities would you identify in the evolving economy?

Answers: