A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and Cheap Phones practice is justified in the belief that Cheap Phones customers use a product or service because they have a need, or because it provides Cheap Phones a perceived benefit.
Two major Cheap Phones factors of marketing are the recruitment Cheap Phones of new customers (acquisition) and the retention and expansion Cheap Phones of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management Cheap Phones shifts the marketer to building a relationship, nurturing the Cheap Phones links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from Cheap Phones competitive Cheap Phones encroachments.
For a marketing plan to be Cheap Phones successful, the Cheap Phones 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 Cheap Phones seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing Cheap Phones to Cheap Phones pay for. Marketers hope that Cheap Phones this process will give them a sustainable competitive advantage. Marketing management is the practical application of Cheap Phones this process. The offer is also an important Cheap Phones 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 Cheap Phones organizations, especially large US Cheap Phones companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
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The American Cheap Phones Marketing Association (AMA) states, �Marketing Cheap Phones is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at Cheap Phones large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is Cheap Phones 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 Cheap Phones publications. It is also an area of Cheap Phones activity infamous for re-inventing itself and its vocabulary according to the Cheap Phones 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 market changes and the product innovation Cheap Phones 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 Cheap Phones consumer research. Every aspect of a Cheap Phones market offering, including the nature of the product itself, is driven by the needs of potential consumers. Cheap Phones The starting point is Cheap Phones always the consumer. The rationale for this approach is that there is no Cheap Phones point spending R&D funds developing products that people will not buy. History attests to many products Cheap Phones that were commercial failures in spite of being Cheap Phones technological breakthroughs.
A formal approach to this Cheap Phones customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the Cheap Phones four Ps renamed and reworded Cheap Phones to provide a customer focus.
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The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, Cheap Phones place, promotion) of marketing Cheap Phones management.
In a Cheap Phones product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing Cheap Phones research is Cheap Phones conducted primarily to Cheap Phones ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may Cheap Phones not know Cheap Phones what options will be available to Cheap Phones them in the future Cheap Phones so we Cheap Phones should not expect them to tell us what they will buy in the future. Cheap Phones However, marketers can Cheap Phones aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have Cheap Phones a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would Cheap Phones have produced larger candles rather than inventing light Cheap Phones bulbs. Many firms, such as research and development Cheap Phones focused companies, successfully focus on product innovation (Such as Cheap Phones Nintendo who constantly change the way Video Cheap Phones games Cheap Phones are played). Many purists doubt whether this is really a form of marketing orientation at Cheap Phones all, because of the ex post status of consumer research. Some even question whether it is marketing. |
