A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory Cheap Oakley Sunglasses and practice is justified in the Cheap Oakley Sunglasses belief that customers use a product or service because they have a need, or because it provides a perceived benefit.
Two Cheap Oakley Sunglasses major factors of marketing are the recruitment of new customers (acquisition) and Thomson Cheap Family Deals the retention and expansion of relationships with existing Cheap Oakley Sunglasses customers (base management). Once a marketer has converted Cheap Oakley Sunglasses the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must reflect the Cheap Oakley Sunglasses 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 Cheap Oakley Sunglasses is extremely expensive and seldom successful. Marketers depend on insights Cheap Oakley Sunglasses from marketing Cheap Oakley Sunglasses research, both formal and Cheap Oakley Sunglasses informal, to determine what consumers want Cheap Oakley Sunglasses 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 Cheap Oakley Sunglasses by the marketing function are led by a Cheap Oakley Sunglasses Vice President or Director of Marketing. A growing number Cheap Oakley Sunglasses of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to Cheap Oakley Sunglasses the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging Cheap Oakley Sunglasses offerings that have value for customers, clients, partners, and society Cheap Oakley Sunglasses at large.".
Marketing methods Cheap Oakley Sunglasses are informed Cheap Oakley Sunglasses by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Cheap Oakley Sunglasses Through advertising, Cheap Oakley Sunglasses it is also related to many of Cheap Oakley Sunglasses the creative arts. Marketing is Cheap Auto Insurance Quotes Online a wide and Cheap Oakley Sunglasses heavily interconnected subject with extensive publications. It is Cheap Oakley Sunglasses also an area of activity infamous for re-inventing Cheap Oakley Sunglasses itself and its vocabulary according Cheap Oakley Sunglasses to the times France Car Rental Car Cheap Insurance and the culture.
Many companies today have a Cheap Oakley Sunglasses customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Cheap Oakley Sunglasses Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market Cheap Oakley Sunglasses changes and the product innovation approach.
|
In the consumer-driven approach, Cheap Oakley Sunglasses consumer wants are the drivers of all strategic marketing Cheap Oakley Sunglasses decisions. No strategy is pursued until it passes Cheap Oakley Sunglasses the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the Cheap Oakley Sunglasses needs of potential consumers. The starting point is always the consumer. Cheap Oakley Sunglasses The rationale for this approach is that there is no point Cheap Oakley Sunglasses spending R&D funds Cheap Oakley Sunglasses developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological Cheap Oakley Sunglasses breakthroughs.
A Cheap Oakley Sunglasses formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Cheap Oakley Sunglasses Ps renamed Cheap Mobile Phones Contracts In Uk and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side Cheap Oakley Sunglasses model (product, price, place, promotion) of marketing management.
In a Cheap Oakley Sunglasses product innovation approach, the company pursues product innovation, then tries to develop a market for Cheap Oakley Sunglasses the product. Product innovation drives the process and marketing research Cheap Oakley Sunglasses is conducted primarily to ensure that a profitable market segment(s) exists Cheap Oakley Sunglasses for the innovation. The rationale Cheap Oakley Sunglasses is Cheap Oakley Sunglasses that customers Cheap Oakley Sunglasses may not know what options will be available to them in the future so we should not expect them Cheap Oakley Sunglasses to tell us what Cheap Domain Hosting Registration Web Htm they will buy in Cheap Oakley Sunglasses the future. However, marketers can aggressively over-pursue Cheap Oakley Sunglasses product innovation and try to overcapitalize on a Cheap Oakley Sunglasses niche. When Cheap Oakley Sunglasses pursuing a product innovation approach, Cheap Oakley Sunglasses marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed Cheap Oakley Sunglasses that if Thomas Edison Cheap Oakley Sunglasses depended on marketing research Cheap Holiday Gift 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 Oakley Sunglasses doubt whether this is really a form of marketing Cheap Oakley Sunglasses Cheap Pdas Handheld Computers orientation at all, because of the ex post Cheap Oakley Sunglasses status of consumer research. Some even Cheap Oakley Sunglasses question whether it is marketing. |