Katsura: Bring us Toda Natsuko

0:49 1:29

Three of the greatest. Dr Bailey has opened my eyes the most.

Great❤

The Maeketing guru Philip kotler, the essence of marketing management, the remarkable person

4:57 What makes a product marketable? It has a real value proposition that is clear, distinctive and compelling. 5:30 80% of new products fail 5:58 *Reasons for product failure = 1) lacked a meaningful value proposition, 2) good 1, but price too high, 3) market didn’t understand the product (needs marketing education > marketing)* 10:24 50% of all marketing campaigns are a waste of money 12:16 The basic question of the most successful marketing campaigns is, are the ads creative enough? Most ads are humdrum. Most ad agencies blame the advertiser for being too risk averse. Mild-Medium-Wild approach. 13:32 Great ads can make a world of difference in a product’s success, but we don’t get enough great ads. 13:46 Most common mistakes in marketing is a failure of segmentation, targeting or position, or the 4 Ps (product, price, place, promotion) or the customer service level is suspect. Not developing a compelling value proposition that’s clear and people feel they need, they mis-target the customer group, the marketing channels are not the ones the customers engage with. 17:00 Marketing is mostly marginalized in large companies. Marketing departments in large companies are mostly about promotion only, working with ad agencies. (Forget the other 3 P’s) 18:21 Brand equity. A company’s worth is measured by its brand equity. E.G Coca-Cola $70 Bn BE value. Customer equity = the value of your customer base. 19:30 Customization and personalization (Trek Project One, Nike ID, Dell Computer) 21:15 Experiential marketing (experience economy/hospitality industry). EG Nike Town. 22:32 Integrated marketing communications. CCO, Chief Communication Officer should integrate the advertising and branding of every impression that the company is making-including company offices, corp cars, staff uniforms, etc. 23:00 CRM. Not worthwhile for certain companies. Mostly useful for identifying customer segments-age, interests, income, etc.-and for people who buy more than one of your products (EG Sony, Walkman’s and camcorders). CRM can work and has worked brilliantly in some cases, but has failed brilliantly in some cases. 33:10 *Many companies need at the very least a good website = there’s no reason to have a poor one. Have them evaluated by your users or experts.* 33:50 Internet ads vs TV 35:40 Going digital 35:47 Peter Drucker is a hero of Kotler 37:40 Akio Morita, Sony Co-Founder. He doesn’t serve markets, he _creates_ markets. There are different ways you can be good as a businessman-copying others, or creating new things (innovation). Kaizen-continuous improvement not only towards zero defects, but better and better products. Sony has exemplified innovation, creativity, and quality throughout its history. 40:40 Peter Drucker is a father of marketing, as well as management. 1) Only 2 functions of business are marketing and innovation, all others are costs. 2) The purpose of a company is to create a customer, _not_ a product. 3) The aim of marketing is to make selling unnecessary. 42:01 Ted Levitt Marketing Myopia. 44:19 Globalization’s impact on marketing. Lowered tariffs so better movement of capital, people, and goods and around the world. 46:28 Japan. Zero defects (five why’s), continuous improvement (learning from the marketplace and measuring customer satisfaction), hospitality & service (Omotenashi - view of customer as an honored guest, as if they were in your home). 49:42 Marketing staff qualities = must be analytical and creative. 51:00 Sales force = Don’t hire any salespeople who are not _people oriented,_ because interpersonal skills and relationships are so important. They should know and _love_ the product. 54:30 Evaluating advertising agencies. Looks for creativity > cost. Invite 3-5 candidates for a different breadth of ideas. *Look at past campaigns and see if it WORKED. Much of advertising is arty and even remembered by people, but never sold. It’s not effective advertising if it’s just cute or arty, it has to actually sell.* What is the ROI of the campaigns in the past, what metrics did they use to show that the campaigns were profitable? 55:06 *Pay for performance. Offer a variable rate of return based on performance* (13% sales dropped, 15% sales stayed flat, 18% sales increased) > flat rate (eg 15%). 56:32 Marketing outsourcing is a matter of size. sales promotion and PR. 1:02:00 Software automation 1:04:30 Dashboards & analytics 1:07:21 *The future of marketing will become more technical and financial.* Friction between VP of Finance and VP of Marketing is one talks the language of finance, and the other talks the language of spending a lot of dollars and not knowing what’s happening. The real question is how to build a financial mindset in marketing people. What was the ROI of that campaign? How much money did we make with that new product? Goes against the “marketing is messy and creative,” mindset-the belief that a financial view will make them more risk averse. 1:10:30 Marketing is a mansion with many rooms. Marketers should make sure they have the interest and the capabilities to be very good at that select part of marketing they wish to enter. The average VP of marketing may only last 5 years, before the CEO says I need someone new because we’re not achieving our objectives.

戸田さんのお話を聞くと 改めて、自分の母国語である日本語が、基礎で大切かがよくわかる。 小さい子どもの本離れが 心配だな。

When was this interview done?

戸田奈津子さんに共感します。素晴らしい講演でした。

Very touching and heartwarming, this video is a cultural gem. Great artist appreciating and remembering one of their greatest inspirations. May we appreciate these men while they are here, so that we may be able to carry on their memory when they’re gone as they have done for Kurosawa. Never let great art be forgotten it is one of humanity’s great connecting fibers.

こいつ大嫌い

戸田奈津子さん…大好き。 貴重なお話しをして頂き ありがとうございます。

I am interested in sustainable construction management

This is a masterclass. Excellent questions, excellent answers. The communication is soo down to earth.

You better keep Manager Melissa Parker Quiet she mean lady she rude to me about Nigeria scammer that us you you DI pictures and said this this to me Larry broughton..I have had enough of you and the way you keep talking to me. I have explained to you over and OVER again that Larry's photos are being used by scammers. Larry is not the one doing the scamming. He's too busy trying to save his company in the pandemic. And then you tell me you're going to get hold of Larry and HAVE ME FIRED?! What the actual hell is wrong with you? I've done nothing but try to help you and yet it appears you continue to speak with people on the internet you have never met...and if that's the case then you're bringing it all on yourself. I don't give a shit where you're from. I don't care if you're Canadian or American or Italian or Japanese. I have friends, literally, ALL OVER THE WORLD and I don't think less of someone because of where they're from. Keep up this bullying of me you keep doing and I will block you. You and I have spoken on a video call and I did nothing but try to help you, so why do you continue to be so rude?

This was nothing but insightful and amazing! Thank you for the informative content

Isn't that the sob that says that you should build your products to wreck deliberately to scam people to buy again......douchbag

Views and comments are astonishingly few for such a great video...

Also, George Lucas isn't an academy award winning filmmaker.

So simple yet effectively communicated

Hi, Bob, I saw you personally around 1960?? at a Marshall reunion when be were both single. May first name is Marcel and my last name is Demiranda although you may need to check up on the sep ar a ted DE MIRANDA We both were at UCLA, you in business administration, and I in music, but we never met at UCLA, Mazel, Marcel

There's only one and one akira kurosawa

Can’t get much better accolades then that 🙂

coooool

Румынская роза Готический вид в полутьме возбуждает. Худы твои пальцы, что без серебра, а остов ребристый мечты распаляет, особенно два самых нижних ребра. Сухая причёска ровна, утончённа, как чёрные струны шаманских гитар. Ты именем Роза была наречённа, ведь кровь наполняет лишь верхний овал. Остры твои ушки, лицо худощаво и в теле костлявом отсутствует жир, а рыхлая кожа тонка, моложава. Ты, словно холодный и бледный вампир. Но тихо-заметное сердце не трону, осиновым клином не сделаю боль. Лишь кружево сняв и ощупав сок лона, вобью в тебя снизу свой кожаный кол... ..

I thought ATLUS Inc. is already in the US Stock Market?

*Awesome*

Awesome Interview!

世界の黒澤ですから！

Marketing not just only 5 P but more over...

Amazing lecture🤩Thankou soooo much sir for providing this amazing lecture i love philip kotler🤩🤗

KZfaq

I know she's too savvy to ever do it publicly, but I'd love hear her unvarnished thoughts on Eisner and Katzenberg about the first Disney deal.

Legends recognise legend

I hear that "Merry Christmas, Mr Lawrence," in the background. So good.

"Let us learn to show our friendship for a man while he is alive and not after he is dead"......♥╣[-_-]╠♥

Yes, I graduated in August

黒澤明特番の放送日が決まりました！ 『黒澤映画はこうして作られた』 NHKBS１ 11月8日　日曜日　19時～20時50分 再放送　 11/12　木曜日　20：00～21：50

日本人の誇り、巨匠・黒澤明監督。「人生とは、人は、」をつねに追求された世界屈指の映画監督。

Happy Birthday, Akira Kurasawa.

サムネで、一言 「今から、アキラに浣腸ドッキリを したいと思います～🙋」

one of the greatest american filmaker: to put it simply, he was my master!

unrelated note: kinda hilarious when Lucas was referred to as an oscar winner (he never won, though he should have won for star wars or american graffiti)

I would love to watch a movie "Akira Kurosawa" directed by Martin Scorsese. Please somebody in the business, make that happen!!

George Lucas Academy Award Winning Filmmaker ...um, since when?

I learned a lot from this video. Thanks!

What is the piano song played in the background?

Kubrick, Kurosawa, Hitchcock and Tarkovsky are the Mount Rushmore of film.

Who knew pat sajack was so cool

nice