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