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