Collect customer opinions Marketers can

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Differentiate itself from its competitors. Kotler's five-element model How to use the Kotler model Different products meet different level qualifications, so some companies may use the model differently. For example, a company that sells health care supplies may meet primarily basic benefits, while a company that sells sports equipment may meet more levels. Here are the general steps for using the Kotler model: 1- Review the product details Consider the qualities a product possesses and the levels at which these qualities meet. This helps marketers understand which aspects of the product they can adapt to meet a wide range of wants, needs and requirements. For example, if a laundry salesperson finds that the laundromat meets basic features and provides expected service, he or she can offer more general and enhanced services.



Evaluate a product's features and success at different levels by asking customers for feedback. For example, a company could send surveys to customers asking questions that might provide insight into ways it can adapt its product. These questions phone number database may include: How do you rate this product? What does this product want or need? What made you decide to purchase this product? What are the most important basic features of this product? What are your expectations for this product? What additions might the company want to make to the product? How can the company retain your job? 3- Adapting the product to meet each level Once a company has information about how its product meets each level of customer wants, needs, and demands, it can tailor the product to better attract customers at each level.

   

This may involve creating different versions of its product with more or fewer features. For example, a cake shop owner may realize that he or she can better fill the general product tier by offering plain, individual cakes. 4- Review sales results A company can evaluate the success of the Kotler model by evaluating changes in sales after its implementation. A company's salespeople may focus on the levels at which they have made changes. This may help them adapt their product or advertising approach to better achieve goals at different levels. Philip Kotler's marketing strategy Philip Kotler, one of the co-authors of the discipline-defining book, Marketing Management, defines marketing strategy as the process of creating, communicating and delivering value to a target market at a profit.