A market-focused, or Cheap Flights France Portugal customer-focused, organization first determines what Cheap Flights France Portugal its potential customers desire, and then builds the product or service. Marketing theory Cheap Flights France Portugal and practice is Cheap Flights France Portugal justified in the belief that customers use a Cheap Flights France Portugal product or service because they have a need, or because it provides a Cheap Flights France Portugal 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 Cheap Flights France Portugal over. The process for base Cheap Flights France Portugal management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer Cheap Flights France Portugal in the first Cheap Flights France Portugal place, and Cheap Flights France Portugal improving the product/service Cheap Flights France Portugal continuously to protect Cheap Flights France Portugal the business from competitive encroachments.
For a marketing plan to be successful, Cheap Flights France Portugal the mix of the four "Ps" must reflect the wants Cheap Flights France Portugal 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 Cheap Flights France Portugal informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing Cheap Flights France Portugal 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 Cheap Flights France Portugal marketing function are led by a Vice President or Cheap Flights France Portugal Director Cheap Flights France Portugal of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
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The American Marketing Association Cheap Flights France Portugal (AMA) states, �Marketing is the activity, set of institutions, Cheap Flights France Portugal and processes for creating, communicating, delivering, and exchanging offerings that Cheap Flights France Portugal have value for customers, clients, partners, and society at large.".
Marketing methods are informed by many of Cheap Flights France Portugal the social sciences, particularly psychology, sociology, and Cheap Flights France Portugal economics. Anthropology is also a small, Cheap Flights France Portugal but growing influence. Market research underpins these Cheap Flights France Portugal 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 vocabulary according to the times and the culture.
Many companies today have a customer Cheap Flights France Portugal focus (or customer Cheap Flights France Portugal orientation). This implies that the company focuses its activities and products Cheap Flights France Portugal 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 Cheap Flights France Portugal approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic Cheap Flights France Portugal marketing decisions. No strategy is pursued until it passes the test Cheap Flights France Portugal of consumer research. Every aspect of a Cheap Flights France Portugal market offering, including Cheap Flights France Portugal the nature Cheap Flights France Portugal of the product itself, is driven Cheap Flights France Portugal by the Cheap Flights France Portugal needs of potential consumers. The starting Cheap Flights France Portugal point is always the consumer. The rationale 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 that were commercial failures in spite of being technological breakthroughs.
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A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). Cheap Flights France Portugal This system is basically the Cheap Flights France Portugal four Ps renamed and reworded Cheap Flights France Portugal to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the Cheap Flights France Portugal well-known 4Ps supply side model (product, price, place, Cheap Flights France Portugal promotion) of marketing Cheap Flights France Portugal management.
In a Cheap Flights France Portugal product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process Cheap Flights France Portugal and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may Cheap Flights France Portugal not know what options will be available to them in the future so we should not expect them to Cheap Flights France Portugal tell us what they will buy in the future. However, marketers Cheap Flights France Portugal can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a Cheap Flights France Portugal product Cheap Flights France Portugal innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is Cheap Flights France Portugal claimed Cheap Flights France Portugal that if Thomas Cheap Flights France Portugal Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists Cheap Flights France Portugal doubt whether this is really a form Cheap Flights France Portugal of marketing orientation at all, because of the ex post status of Cheap Flights France Portugal consumer research. Some even Cheap Flights France Portugal question whether it is marketing. |
