A market-focused, or customer-focused, Reconstructive Surgery Cheap organization first Reconstructive Surgery Cheap determines what its potential customers desire, and then builds the product or Reconstructive Surgery Cheap service. Marketing theory and practice is justified in Reconstructive Surgery Cheap the belief that customers Reconstructive Surgery Cheap 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 Reconstructive Surgery Cheap existing customers (base Reconstructive Surgery Cheap management). Once a marketer has converted the prospective buyer, base Reconstructive Surgery Cheap 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 place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the Reconstructive Surgery Cheap mix of the four "Ps" must reflect the wants and desires of the consumers or Reconstructive Surgery Cheap Shoppers in the target market. Trying to convince a market segment to Reconstructive Surgery Cheap buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights Reconstructive Surgery Cheap from marketing research, both formal and informal, Reconstructive Surgery Cheap to determine Reconstructive Surgery Cheap what consumers want and what they are willing to pay for. Marketers Reconstructive Surgery Cheap hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. Reconstructive Surgery Cheap The offer Reconstructive Surgery Cheap is also an important addition to Reconstructive Surgery Cheap the 4P's theory.
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Within most organizations, the activities encompassed by the marketing Reconstructive Surgery Cheap function are led by a Vice President Reconstructive Surgery Cheap or Director of Marketing. A growing number of organizations, especially large Reconstructive Surgery Cheap US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes Reconstructive Surgery Cheap for creating, communicating, Reconstructive Surgery Cheap delivering, and exchanging Reconstructive Surgery Cheap offerings that have value for Cheap Apartments In Jacksonville Florida customers, clients, partners, and society at large.".
Marketing methods are informed Reconstructive Surgery Cheap by Reconstructive Surgery Cheap many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Reconstructive Surgery Cheap Through advertising, it is also related to many of the creative arts. Marketing is Reconstructive Surgery Cheap a wide and heavily interconnected subject with extensive Reconstructive Surgery Cheap publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today Reconstructive Surgery Cheap have a customer focus (or customer orientation). This implies that the company focuses its activities Reconstructive Surgery Cheap and products on consumer demands. Generally there are three ways of Reconstructive Surgery Cheap doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers of all strategic marketing Reconstructive Surgery Cheap decisions. No strategy is pursued until it passes the test of consumer Reconstructive Surgery Cheap research. Every 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. Reconstructive Surgery Cheap The rationale for this approach is that there is no point spending Reconstructive Surgery Cheap R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Cheap New York Trips Information, Value, Access). This system is Reconstructive Surgery Cheap basically the four Ps Reconstructive Surgery Cheap renamed and reworded to provide a Reconstructive Surgery Cheap 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 Reconstructive Surgery Cheap company pursues product innovation, then tries to develop a market for Reconstructive Surgery Cheap the Reconstructive Surgery Cheap product. Product innovation drives the process and marketing research is conducted primarily Reconstructive Surgery Cheap to ensure Reconstructive Surgery Cheap that a profitable market segment(s) exists Reconstructive Surgery Cheap for the innovation. The rationale is that customers may not know what options will be available to them Reconstructive Surgery Cheap 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 to overcapitalize on a niche. When pursuing a product Reconstructive Surgery Cheap innovation approach, marketers Reconstructive Surgery Cheap must ensure Reconstructive Surgery Cheap that they have Reconstructive Surgery Cheap a Reconstructive Surgery Cheap varied and multi-tiered approach to product Reconstructive Surgery Cheap innovation. It is claimed Reconstructive Surgery Cheap that if Thomas Reconstructive Surgery Cheap Edison depended on marketing research he would have produced larger candles 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 Reconstructive Surgery Cheap games are played). Many purists Reconstructive Surgery Cheap doubt whether this is really a form of marketing orientation Reconstructive Surgery Cheap at all, because of the ex post status of Reconstructive Surgery Cheap consumer research. Some even Reconstructive Surgery Cheap question whether it is marketing. |
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