A market-focused, or customer-focused, organization first determines what its potential Airline Tickets Cheap Reno customers desire, and then builds the product or Airline Tickets Cheap Reno service. Marketing theory and practice is justified in the belief that customers use Airline Tickets Cheap Reno a Airline Tickets Cheap Reno product or service because they have a need, Airline Tickets Cheap Reno or because it provides a Airline Tickets Cheap Reno perceived benefit.
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For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, Airline Tickets Cheap Reno both formal and informal, to determine what consumers want and what they are Airline Tickets Cheap Reno willing to pay for. Marketers hope that this process will give them a sustainable competitive Airline Tickets Cheap Reno 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 by a Vice President or Director of Marketing. A growing number of organizations, especially large 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 Airline Tickets Cheap Reno for creating, communicating, delivering, and exchanging offerings that Airline Tickets Cheap Reno have value for customers, clients, partners, and Airline Tickets Cheap Reno society at large.".
Marketing methods Airline Tickets Cheap Reno are informed by many of Airline Tickets Cheap Reno the social sciences, particularly psychology, sociology, and economics. Anthropology Airline Tickets Cheap Reno is also a small, but growing influence. Market research underpins these activities. Through advertising, Airline Tickets Cheap Reno it is also related to many of the creative arts. Marketing is a wide and heavily Airline Tickets Cheap Reno interconnected subject with extensive publications. Airline Tickets Cheap Reno It is also Airline Tickets Cheap Reno an area of activity Airline Tickets Cheap Reno infamous for re-inventing itself and its vocabulary according to the times Airline Tickets Cheap Reno and Airline Tickets Cheap Reno the culture.
Many companies today have a customer focus (or customer orientation). This implies that Airline Tickets Cheap Reno the company focuses Airline Tickets Cheap Reno its activities and products on consumer demands. Generally there are three Airline Tickets Cheap Reno ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No Airline Tickets Cheap Reno strategy is pursued until it passes the test of consumer research. Every aspect Airline Tickets Cheap Reno of a market offering, including the nature of the product itself, is driven Airline Tickets Cheap Reno by the needs of Airline Tickets Cheap Reno potential consumers. The starting point is always the consumer. The rationale for this approach is that Airline Tickets Cheap Reno there is Airline Tickets Cheap Reno no point spending R&D funds developing products that people will Airline Tickets Cheap Reno 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, Information, Value, Access). This system Airline Tickets Cheap Reno is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, Airline Tickets Cheap Reno price, place, promotion) of marketing management.
In a product Airline Tickets Cheap Reno innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted Airline Tickets Cheap Reno primarily Airline Tickets Cheap Reno to ensure that a profitable market segment(s) exists for the innovation. The rationale is Airline Tickets Cheap Reno that customers Airline Tickets Cheap Reno may not know what options will be available to them in the future so we should not expect them to tell us what Airline Tickets Cheap Reno 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 innovation approach, marketers must ensure Airline Tickets Cheap Reno that they have a varied and multi-tiered approach to product innovation. It is Airline Tickets Cheap Reno claimed that if Thomas Edison depended on marketing Airline Tickets Cheap Reno research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development Airline Tickets Cheap Reno focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games Airline Tickets Cheap Reno are played). Many purists doubt whether this is really Airline Tickets Cheap Reno a form of marketing orientation at all, because of the ex Airline Tickets Cheap Reno post status of consumer research. Some Airline Tickets Cheap Reno even Airline Tickets Cheap Reno question whether it is marketing. |
