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