A market-focused, or customer-focused, organization first determines what its potential customers desire, Cheap Airfares Malaysia 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 a need, or because it provides a perceived benefit.
Two Cheap Airfares Malaysia major factors of Cheap Airfares Malaysia marketing are the recruitment of new customers (acquisition) and the retention Cheap Airfares Malaysia and expansion of relationships with Cheap Airfares Malaysia existing customers (base management). Once a marketer has converted the prospective buyer, Cheap Airfares Malaysia base management marketing takes over. The process Cheap Airfares Malaysia for base management shifts the Cheap Airfares Malaysia marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first Cheap Airfares Malaysia place, and improving the product/service continuously to protect the business Cheap Airfares Malaysia from competitive encroachments.
For Cheap Airfares Malaysia a marketing plan Cheap Airfares Malaysia to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target Cheap Airfares Malaysia market. Trying to convince a market segment to buy something they don't Cheap Airfares Malaysia want is extremely expensive and seldom successful. Cheap Airfares Malaysia Marketers depend on insights from marketing research, both formal and informal, to Cheap Airfares Malaysia determine what consumers want and what they are willing Cheap Flights From Europe To Moscow to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing Cheap Airfares Malaysia management is the Cheap Airfares Malaysia practical application of Cheap Airfares Malaysia this process. The offer Cheap Airfares Malaysia is also an important addition to the 4P's theory.
Within most organizations, the activities encompassed by the Cheap Airfares Malaysia marketing function are led by a Vice President or Cheap Airfares Malaysia Director of Marketing. A growing number of Cheap Airfares Malaysia organizations, especially large US companies, have a Chief Cheap Airfares Malaysia Marketing Cheap Airfares Malaysia 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, communicating, delivering, and exchanging offerings that have value Cheap Airfares Malaysia for customers, clients, partners, and society at large.".
Marketing methods are informed by many of Cheap Airfares Malaysia the social sciences, particularly psychology, Cheap Airfares Malaysia sociology, and economics. Anthropology is also a Cheap Airfares Malaysia small, but growing influence. Market research underpins these activities. Through Cheap Airfares Malaysia advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with Cheap Airfares Malaysia extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the Cheap Airfares Malaysia culture.
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Many Cheap Airfares Malaysia 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 doing this: the customer-driven Cheap Airfares Malaysia approach, the sense of Cheap Airfares Malaysia identifying market changes and the product innovation approach.
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, including the nature of the product itself, is driven by the needs of potential Cheap Airfares Malaysia consumers. Cheap Airfares Malaysia The starting point is always the consumer. The rationale Cheap Airfares Malaysia for this Cheap Airfares Malaysia approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being Cheap Airfares Malaysia technological breakthroughs.
A formal approach to this customer-focused marketing is known as Cheap Airfares Malaysia SIVA[3] (Solution, Information, Value, Access). This system is basically the Cheap Airfares Malaysia four Ps renamed and Cheap Airfares Malaysia reworded to provide a Cheap Airfares Malaysia 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 company pursues product innovation, then tries Cheap Airfares Malaysia to develop a market for the product. Product innovation drives the process and marketing research is conducted Cheap Airfares Malaysia primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is Cheap Airfares Malaysia that customers may not know what options will Cheap Airfares Malaysia be Cheap Airfares Malaysia available to them 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 Cheap Airfares Malaysia innovation Cheap Airfares Malaysia 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 product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger Cheap Airfares Malaysia candles rather Cheap Airfares Malaysia than inventing light Cheap Airfares Malaysia bulbs. Many firms, such as research and development focused companies, successfully focus on Cheap Airfares Malaysia product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is Cheap Airfares Malaysia really a form of marketing orientation Cheap Airfares Malaysia at all, because of the Cheap Airfares Malaysia ex post status of consumer research. Some even question Cheap Airfares Malaysia whether it is marketing. |
