A Cheap Copy Paper market-focused, or customer-focused, organization first determines what its potential customers Cheap Copy Paper desire, Cheap Copy Paper and then builds the product or Cheap Copy Paper service. Marketing theory and Cheap Copy Paper practice is justified in the belief that customers use a product or service because they have a need, or Cheap Copy Paper because it provides a perceived benefit.
Two major Cheap Copy Paper 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 the prospective buyer, base management marketing takes over. The process for Cheap Copy Paper base management shifts the Cheap Copy Paper marketer to building a relationship, nurturing the links, enhancing the benefits Cheap Copy Paper that sold the buyer in the first place, and improving the product/service continuously to protect the Cheap Copy Paper business from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" Cheap Copy Paper must reflect the wants and desires of the consumers or Cheap Copy Paper Shoppers in the target market. Trying to convince a market segment to buy something they Cheap Copy Paper don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, Cheap Copy Paper Cheap Groceries 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 Cheap Copy Paper the practical application of this process. The Cheap Copy Paper offer Cheap Copy Paper is also an important addition to the 4P's theory.
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Within most Cheap Copy Paper organizations, the activities Cheap Copy Paper encompassed Cheap Copy Paper by the marketing function are Cheap Copy Paper led by a Vice President or Director of Marketing. A growing number of organizations, especially large Cheap Copy Paper 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 for creating, Cheap Copy Paper communicating, delivering, and exchanging Cheap Copy Paper offerings that have value for customers, clients, Cheap Copy Paper partners, and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Cheap Flights Hong Kong London Anthropology Cheap Copy Paper is also a small, but growing Cheap Copy Paper influence. Market research underpins these activities. Through advertising, it Cheap Copy Paper is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive Flights For Cheap publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to Cheap Copy Paper the times and the culture.
Many companies today have a customer Cheap Goblets focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are Cheap Copy Paper three ways Cheap Copy Paper of doing this: the customer-driven approach, the sense of identifying Cheap Copy Paper 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 decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, Cheap Copy Paper including the nature of the product itself, is Cheap Copy Paper driven by the needs of potential Cheap Copy Paper consumers. The starting point Cheap Copy Paper is always the consumer. The rationale for this approach is that there is no point spending Cheap Copy Paper R&D funds developing products that people will Cheap Copy Paper not buy. History attests to Cheap Copy Paper many products Cheap Commerce Development E Web that Cheap Copy Paper were Cheap Copy Paper commercial failures Cheap Copy Paper in spite of being technological breakthroughs.
A formal approach to this customer-focused Cheap Copy Paper marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to Cheap Copy Paper provide a Cheap Copy Paper customer Cheap Copy Paper focus.
The SIVA Model provides a demand/customer centric version alternative Cheap Copy Paper to the well-known 4Ps supply side model (product, price, Cheap Copy Paper place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then tries to Cheap Copy Paper develop a market for the product. Product Cheap Copy Paper innovation drives the process and marketing research is conducted primarily to 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 Business Cheap Hosting Linux Web not expect them to tell us what they will buy Cheap Copy Paper in the future. However, marketers can aggressively over-pursue product innovation Cheap Copy Paper and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to Cheap Copy Paper product innovation. It is claimed that Cheap Copy Paper if Thomas 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 Cheap Copy Paper constantly change the way Video games Cheap Copy Paper are played). Many purists doubt whether this is Cheap Copy Paper really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it Cheap Copy Paper is marketing. |
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