A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds Cheap Hotel San Diego the product or service. Marketing theory and practice is justified in the belief Cheap Hotel San Diego that customers use a product or service because they Cheap Hotel San Diego have Cheap Hotel San Diego a need, or because it Cheap Hotel San Diego provides a Cheap Hotel San Diego perceived Cheap Hotel San Diego benefit.
Two major factors of marketing are the recruitment of Cheap Hotel San Diego new Cheap Hotel San Diego customers (acquisition) and Cheap Hotel San Diego the retention and expansion of Cheap Hotel San Diego relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing Cheap Samsung Lcd Tv takes over. The process for base management shifts the marketer to building a relationship, nurturing the Cheap Hotel San Diego links, enhancing the benefits that Cheap Hotel San Diego sold the buyer in the first place, and improving the product/service continuously Cheap Hotel San Diego to Cheap Hotel San Diego protect the business from competitive encroachments.
For a marketing plan to be successful, the mix Cheap Hotel San Diego of Cheap Hotel San Diego the four "Ps" must Cheap Hotel San Diego reflect the wants and Cheap Hotel San Diego desires Cheap Hotel San Diego 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, Cheap Hotel San Diego both formal and informal, to determine Cheap Hotel San Diego what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive 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 Cheap Hotel San Diego large US companies, have Cheap Hotel San Diego a Chief Cheap Hotel San Diego Marketing Officer position, reporting to the Cheap Hotel San Diego Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the Cheap Hotel San Diego activity, Cheap Hotel San Diego set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, Discount Travel Cheap Flights Canada Mexico and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its Cheap Hotel San Diego vocabulary according to the times and the culture.
Many companies today Trips To Italy Cheap have a customer focus Cheap Hotel San Diego (or customer orientation). This implies that the company focuses Cheap Hotel San Diego its activities and products on consumer demands. Generally there are three 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 strategy is pursued until it passes the test of consumer research. Every aspect of a Car Cheap Laptop Mount market Cheap Hotel San Diego offering, Cheap Hotel San Diego including the nature of the product itself, is driven Cheap Hotel San Diego by Cheap Hotel San Diego the needs of potential consumers. The starting point is Cheap Hotel San Diego always the consumer. The rationale for this approach is that there is no point spending R&D funds developing Cheap Hotel San Diego products that people Cheap Hotel San Diego will 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 is basically the four Ps Cheap Hotel San Diego renamed Cheap Hotel San Diego and reworded to provide a Cheap Hotel San Diego customer focus.
The SIVA Model provides a demand/customer Cheap Hotel San Diego 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 to Cheap Hotel San Diego develop a Cheap Hotel San Diego market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a Cheap Hotel San Diego 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 Cheap Hotel San Diego tell us what they will buy in Buy Cheap Travel Insurance Uk the future. Cheap Hotel San Diego However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation Cheap Hotel San Diego approach, marketers must Cheap Hotel San Diego ensure that they have a varied and multi-tiered approach to Cheap Hotel San Diego product innovation. Cheap Hotel San Diego It is Cheap Hotel San Diego claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing Cheap Hotel San Diego light Cheap Hotel San Diego bulbs. Many firms, such Cheap Hotel San Diego as research and development focused companies, successfully focus on product innovation Cheap Hotel San Diego (Such as Nintendo who constantly change the way Video games are played). Many Cheap Hotel San Diego purists doubt whether this is really a form of Cheap Hotel San Diego Cheap Travel Insurance For Oap Worldwide marketing orientation at all, because of the ex post status of consumer research. Some even Cheap Hotel San Diego question whether it is marketing. |
|
