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