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Dr. Philip Kotler Value-Based Marketing

Automotive & Commercial Truck Industry

The automotive and commercial truck industries are faced with a number of challenges:

  • Push to low cost countries
  • Perceived product/service parity
  • Rising raw material costs

…all of which creates intense cost and pricing pressure, and a contentious negotiating environment for players at all levels of the supply chain.

Our Automotive Practice offers training programs, consulting services and tools that help both suppliers and buyers to negotiate and collaborate based on value and total costs. Shifting the industry focus from “price” to “value” offers real economic benefits for everyone involved.

We help suppliers – from Tier I and Tier II players to raw materials producers – get credit for the value they deliver.

Learn about our unique and highly-acclaimed sales training program for automotive suppliers.

We also help buyers and purchasing professionals to determine the full financial implication of their sourcing decisions.

Review this training program brochure (PDF) for buyers in the auto industry.


Winning a Premium Price for Fuel Systems

“Not only were we able to defend our pricing – we improved it. We negotiated a premium of $3.7 million from one OEM on a single program.”
                      -Supplier of catalyst technology

"Kotler Marketing Group provided Michelin with a training product that is relevant to our product category and our culture. The feedback from over 250 employees and their managers has been very positive."
                      - Director of Marketing & Sales Training,

"This seminar provides a systematic approach. The software tool, exercises, and tips are down-to-earth and ready to use!"
                      - Dominique Burgeff, Sales Manager,

Dates and Locations


Defending Price    
      Learn about the Defending Price sales training program here.

For any questions or to schedule an in-house training program, contact us.


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