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Two major factors of marketing are Cheap Us Airline Flights the Cheap Us Airline Flights recruitment of new customers (acquisition) and the retention and expansion of relationships Cheap Us Airline Flights 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 Cheap Airfares Malaysia marketer to building a relationship, nurturing the links, enhancing the benefits that sold Cheap Us Airline Flights the buyer in the Cheap Us Airline Flights first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan Cheap Us Airline Flights to be successful, the mix of the four Cheap Us Airline Flights "Ps" must reflect the wants and desires of the consumers or Shoppers in the Cheap Us Airline Flights target market. Trying to convince a Cheap Us Airline Flights market segment to buy something they don't want is extremely expensive and seldom successful. Cheap Us Airline Flights Marketers depend on insights from marketing research, both formal Cheap Us Airline Flights and informal, to determine Cheap Us Airline Flights what consumers want and what they are willing to pay for. Cheap Us Airline Flights Marketers hope that this process will give them a sustainable Cheap Us Airline Flights competitive Cheap Us Airline Flights advantage. Marketing management is the practical application of this process. The offer Cheap Us Airline Flights is also Cheap Us Airline Flights 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, especially large US companies, Cheap Us Airline Flights have a Chief Marketing Officer position, reporting to Cheap Us Airline Flights the Chief Executive Officer.
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The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for Cheap Us Airline Flights creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
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In the consumer-driven approach, consumer wants are the drivers of all strategic Cheap Us Airline Flights marketing decisions. No strategy is Cheap Us Airline Flights pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature Cheap Us Airline Flights of the product itself, is driven by the needs of Cheap Us Airline Flights potential consumers. The Cheap Us Airline Flights starting point Cheap Us Airline Flights is always the consumer. The rationale for Cheap Us Airline Flights this approach is that there is no point spending Cheap Flights In And Around Europe R&D funds developing Cheap Us Airline Flights products that people will not buy. History attests to many products that were commercial Cheap Us Airline Flights failures in spite of being technological Cheap Us Airline Flights breakthroughs.
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A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This Cheap Us Airline Flights system is basically the four Ps renamed and reworded to provide Cheap Us Airline Flights a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model Cheap Us Airline Flights (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then tries to Cheap Us Airline Flights 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 Cheap Us Airline Flights is that customers may not know what options will be Cheap Us Airline Flights available to them in the future so we should not expect them to tell us what Cheap Us Airline Flights they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. Cheap Us Airline Flights When pursuing a product innovation approach, marketers must Cheap Us Airline Flights ensure that they Cheap Us Airline Flights have a Cheap Us Airline Flights 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 Cheap Us Airline Flights 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 games are played). Many purists doubt Cheap Us Airline Flights whether this Cheap Us Airline Flights is really a form of marketing orientation at Cheap Us Airline Flights all, because of the ex post status of consumer research. Some even Cheap Us Airline Flights question whether it is marketing. |
