A market-focused, or customer-focused, organization first determines what its potential customers desire, 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 Cheap Dirt Fair Air Travel need, or because Cheap Dirt Fair Air Travel it provides Cheap Dirt Fair Air Travel a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention Cheap Dirt Fair Air Travel and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The Cheap Dirt Fair Air Travel process for base management shifts the Cheap Dirt Fair Air Travel marketer to building a Cheap Dirt Fair Air Travel relationship, nurturing the links, Cheap Dirt Fair Air Travel enhancing the benefits that sold Cheap Dirt Fair Air Travel the buyer in the Cheap Dirt Fair Air Travel first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing Cheap Dirt Fair Air Travel 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, both formal and informal, to determine what Cheap Dirt Fair Air Travel consumers Cheap Dirt Fair Air Travel want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing Cheap Dirt Fair Air Travel management is the practical application of this process. The offer is also an important addition Cheap Dirt Fair Air Travel to the Cheap Dirt Fair Air Travel 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 Cheap Dirt Fair Air Travel number Cheap Dirt Fair Air Travel of organizations, especially large US companies, have a Chief Cheap Dirt Fair Air Travel Marketing Officer Cheap Dirt Fair Air Travel position, reporting to the Chief Executive Officer.
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The American Marketing Association (AMA) states, �Marketing is the activity, Cheap Dirt Fair Air Travel set of institutions, Cheap Dirt Fair Air Travel and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and Airline Tickets Cheap Reno economics. Anthropology is also Cheap Dirt Fair Air Travel a small, but growing influence. Market research underpins these activities. Through advertising, it Cheap Dirt Fair Air Travel is also Cheap Dirt Fair Air Travel related to many of the creative arts. Marketing is a wide Cheap Dirt Fair Air Travel and heavily interconnected subject with extensive publications. Cheap Dirt Fair Air Travel It is also an area of activity infamous for re-inventing itself and its Cheap Dirt Fair Air Travel vocabulary according to the times and the culture.
Many companies today have a customer focus (or customer orientation). This implies that the company Cheap Dirt Fair Air Travel focuses its activities and products on consumer demands. Generally there are three ways of Cheap Dirt Fair Air Travel doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven Cheap Dirt Fair Air Travel 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 Cheap Dirt Fair Air Travel offering, including the Cheap Dirt Fair Air Travel nature of the product itself, is driven by the needs of potential consumers. The starting point is Cheap Dirt Fair Air Travel always the consumer. The Cheap Dirt Fair Air Travel rationale for this approach is that there is no point spending R&D Cheap Dirt Fair Air Travel funds developing products that Cheap Dirt Fair Air Travel people will not buy. History attests to Cheap Dirt Fair Air Travel many products that Cheap Dirt Fair Air Travel were commercial failures in spite of being technological breakthroughs.
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A formal approach to Cheap Dirt Fair Air Travel this customer-focused Cheap Dirt Fair Air Travel marketing is Cheap Dirt Fair Air Travel known as SIVA[3] (Solution, Information, Value, Access). Cheap Dirt Fair Air Travel This system is basically the four Ps renamed and Cheap Dirt Fair Air Travel reworded to provide a customer Cheap Dirt Fair Air Travel focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, Cheap Dirt Fair Air Travel promotion) of marketing management.
In a product innovation approach, the Cheap Dirt Fair Air Travel company pursues product Cheap Dirt Fair Air Travel innovation, Cheap Dirt Fair Air Travel then tries to develop a market for Cheap Dirt Fair Air Travel the product. Product innovation drives the process and Cheap Dirt Fair Air Travel marketing Cheap Dirt Fair Air Travel 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 not expect them to tell Cheap Dirt Fair Air Travel us Cheap Dirt Fair Air Travel what 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 that they have a varied and multi-tiered Cheap Dirt Fair Air Travel approach to product innovation. It is claimed that if Thomas Edison depended on Cheap Dirt Fair Air Travel marketing research he would have produced larger candles rather than inventing Cheap Dirt Fair Air Travel light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such Cheap Dirt Fair Air Travel as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is Cheap Dirt Fair Air Travel marketing. |
