A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted Cheap Flights From Dublin To Uk the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing Cheap Flights From Dublin To Uk the benefits that sold the Cheap Flights From Dublin To Uk buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the Cheap Flights From Dublin To Uk mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target Cheap Flights From Dublin To Uk market. Trying to convince Cheap Flights From Dublin To Uk a market segment to Cheap Flights From Dublin To Uk buy something they don't want Cheap Flights From Dublin To Uk is extremely expensive and Cheap Flights From Dublin To Uk seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine Cheap Flights From Dublin To Uk what consumers want and what they are willing to pay for. Cheap Flights From Dublin To Uk Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application Cheap Flights From Dublin To Uk of this process. The Carpet Cheap Cleaning Order offer is also an important addition to the 4P's theory.
Within most organizations, the activities encompassed by the marketing function are led by Cheap Flights From Dublin To Uk a Vice Cheap Flights From Dublin To Uk President or Director Cheap Flights From Dublin To Uk of Marketing. Cheap Flights From Dublin To Uk A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting Cheap Flights From Dublin To Uk to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, Cheap Flights From Dublin To Uk communicating, delivering, and exchanging offerings that have value Cheap Flights From Dublin To Uk for customers, clients, partners, and society Cheap Flights From Dublin To Uk at large.".
Marketing methods are informed by many of the social sciences, Cheap Flights From Dublin To Uk particularly psychology, sociology, and economics. Cheap Flights From Dublin To Uk Anthropology is also a Cheap Flights From Dublin To Uk small, Cheap Flights From Dublin To Uk but growing influence. Market research underpins these activities. Cheap Flights From Dublin To Uk Through advertising, it is also Cheap Flights From Dublin To Uk related to many of Cheap Flights From Dublin To Uk the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity Cheap Flights From Dublin To Uk infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies Cheap Flights From Dublin To Uk today have a Cheap Flights From Dublin To Uk customer focus (or customer orientation). This implies Cheap Flights From Dublin To Uk that the company focuses its activities and products on consumer demands. Cheap Flights From Dublin To Uk Generally there are three ways Cheap Flights From Dublin To Uk of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven approach, Cheap Flights From Dublin To Uk consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is Cheap Flights From Dublin To Uk driven Cheap Flights From Dublin To Uk by the needs of potential consumers. The starting point is always the Cheap Flights From Dublin To Uk consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being Cheap Flights From Dublin To Uk technological Cheap Flights From Dublin To Uk breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Cheap Flights From Dublin To Uk Value, Access). This system is basically the four Ps Cheap Flights From Dublin To Uk renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then tries to develop a market for Cheap Flights From Dublin To Uk the product. Product innovation drives the Cheap Flights From Dublin To Uk process Cheap Flights From Dublin To Uk and marketing research is conducted primarily to ensure that a profitable Cheap Flights From Dublin To Uk market segment(s) exists for the innovation. The Cheap Flights From Dublin To Uk rationale is that customers may not know what options Cheap Flights From Dublin To Uk will be Cheap Flights From Dublin To Uk available to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try Cheap Flights From Dublin To Uk to overcapitalize on a niche. When pursuing a product innovation Cheap Flights From Dublin To Uk approach, marketers Cheap Flights From Dublin To Uk must ensure that they have a varied and multi-tiered approach to product innovation. It is Cheap Flights From Dublin To Uk claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and Cheap Flights From Dublin To Uk development focused Cheap Sports Travel Insurance companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video Cheap Flights From Dublin To Uk games are played). Many purists doubt Cheap Flights From Dublin To Uk whether this is really a form of marketing orientation at all, Cheap Flights From Dublin To Uk because of the ex post status of consumer Cheap Flights From Dublin To Uk research. Some even question Cheap Flights From Dublin To Uk whether Cheap Flights From Dublin To Uk it is marketing. |
