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