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Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion Cheap Europe Flights Moscow of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base Cheap Europe Flights Moscow management marketing takes over. The process for Cheap Europe Flights Moscow base Cheap Europe Flights Moscow 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 Cheap Europe Flights Moscow marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the Cheap Europe Flights Moscow consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive Cheap Europe Flights Moscow and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to Cheap Europe Flights Moscow determine Cheap Europe Flights Moscow what consumers want and what they are willing to pay Cheap Europe Flights Moscow for. Marketers hope that Cheap Europe Flights Moscow this process will 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 Cheap Europe Flights Moscow by a Vice President or Director of Marketing. A growing number of organizations, Cheap Europe Flights Moscow especially large Cheap Europe Flights Moscow US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Cheap Europe Flights Moscow Association (AMA) states, �Marketing is Cheap Europe Flights Moscow the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value Cheap Europe Flights Moscow for customers, clients, partners, and society at large.".
Marketing methods are Cheap Europe Flights Moscow informed Cheap Europe Flights Moscow by many of Cheap Europe Flights Moscow the social sciences, particularly psychology, sociology, and economics. Anthropology Cheap Europe Flights Moscow is also a small, but growing influence. Market research underpins these activities. Cheap Europe Flights Moscow Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily Cheap Europe Flights Moscow interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the Cheap Europe Flights Moscow times and the culture.
Many companies today have Cheap Europe Flights Moscow a customer focus (or Cheap Europe Flights Moscow customer Cheap Europe Flights Moscow orientation). Cheap Europe Flights Moscow This implies that the company focuses its activities and products on consumer demands. Generally there are three Cheap Europe Flights Moscow ways of doing this: Cheap Europe Flights Moscow the Cheap Europe Flights Moscow customer-driven approach, the Cheap Europe Flights Moscow sense of identifying market Cheap Europe Flights Moscow changes and the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers of all Cheap Flights From Europe To Moscow strategic marketing decisions. No strategy is pursued until it passes Cheap Europe Flights Moscow the test of consumer research. Every aspect of a market Cheap Europe Flights Moscow offering, including the nature of Cheap Europe Flights Moscow the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for Cheap Europe Flights Moscow this approach is that there is no point spending R&D funds developing Cheap Europe Flights Moscow 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 Cheap Europe Flights Moscow known as SIVA[3] (Solution, Information, Value, Cheap Europe Flights Moscow Access). This system is Cheap Europe Flights Moscow basically the four Ps renamed and reworded Cheap Europe Flights Moscow Cheap Airfares Malaysia to provide a customer focus.
The SIVA Model provides a Cheap Europe Flights Moscow demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, Cheap Europe Flights Moscow promotion) of marketing Cheap Europe Flights Moscow management.
In a product innovation Cheap Europe Flights Moscow approach, the company pursues product innovation, Cheap Europe Flights Moscow then tries to develop a market for the product. Product 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 Cheap Europe Flights Moscow in the future so we Cheap Europe Flights Moscow should not expect them to tell us what they will buy in the future. Cheap Europe Flights Moscow However, marketers can aggressively over-pursue product innovation and try to Cheap Europe Flights Moscow overcapitalize on a niche. When pursuing a product innovation approach, marketers Cheap Europe Flights Moscow 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 rather than Cheap Europe Flights Moscow 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 are played). Many purists doubt whether this is really a form Cheap Europe Flights Moscow of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is Cheap Europe Flights Moscow marketing. |
