Last Updated on
What is Marketing Excellence and is Your Company Measuring up to it?
Marketing excellence is implementing marketing best practices where the firm delivers exceptional value to customers, vendors, and other stakeholders. The chart below, adopted from Phillip Kotler, the father of modern marketing, is a marketing excellence review. Analyzing your marketing activities and developing a profile that identifies where you think the business stands with respect to each line can highlight where the firm can make changes to reach excellence in the marketplace.
The rows are segmented into poor, good, and excellent categories. For a firm to claim marketing excellence, they need to have their orientation in the excellent column.
|Product driven||Market Driven||Market Driving|
|Mass-market oriented||Segment-oriented||Niche-oriented and customer-oriented|
|Product offer||Augmented product offer||Customer solutions offer|
|Average product quality||Better than average product quality||Legendary product quality|
|Average service quality||Better than average service quality||Legendary service quality|
|End-product oriented||Core-product oriented||Core-competency oriented|
|Function oriented||Process oriented||Outcome oriented|
|Reacting to competitiors||Benchmarking competitiors||Leapfrogging competitors|
|Supplier exploitation||Supplier preference||Supplier partnership|
|Dealer exploitation||Dealer support||Dealer partnership|
|Price driven||Quality driven||Value driven|
|Average speed||Better than average speed||Legendary speed|
|Vertically integrated||Flattened organization||Strategic alliance|
|Stockholder driven||Stakeholder driven||Societally driven|