A market-focused, Cheap Uk Flights To Usa or customer-focused, organization first determines what its potential customers desire, Cheap Uk Flights To Usa and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product Cheap Flights Domestic Melbourne Australia or service Cheap Uk Flights To Usa because Cheap Uk Flights To Usa they have a need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment Cheap Uk Flights To Usa of new customers (acquisition) and the retention and Cheap Uk Flights To Usa expansion Cheap Uk Flights To Usa of relationships with existing customers (base management). Once a marketer Cheap Uk Flights To Usa has converted 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, Cheap Uk Flights To Usa 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 wants and desires of the consumers or Shoppers Cheap Uk Flights To Usa in the target market. Trying to convince Cheap Uk Flights To Usa a market segment to buy something they don't Cheap Uk Flights To Usa want is extremely expensive and Cheap Uk Flights To Usa seldom successful. Marketers depend on insights from marketing research, Cheap Uk Flights To Usa both formal Cheap Uk Flights To Usa and informal, to determine Cheap Uk Flights To Usa what consumers want and what they Cheap Uk Flights To Usa are willing to pay for. Marketers Cheap Uk Flights To Usa 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 Cheap Uk Flights To Usa the 4P's theory.
Within most organizations, the activities encompassed by the marketing function are Cheap Uk Flights To Usa led Cheap Uk Flights To Usa by a Cheap Uk Flights To Usa Vice President or Director of Marketing. Cheap Uk Flights To Usa A growing number of Cheap Uk Flights To Usa organizations, Cheap Uk Flights To Usa especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of Cheap Uk Flights To Usa institutions, and processes for creating, communicating, delivering, and exchanging Cheap Uk Flights To Usa offerings that have value for customers, clients, partners, Cheap Uk Flights To Usa and society at large.".
Marketing methods Cheap Uk Flights To Usa are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market Cheap Family Full Coverage Health Insurance research underpins Cheap Uk Flights To Usa these activities. Through advertising, it is also related to many of the creative arts. Cheap Uk Flights To Usa Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area Cheap Uk Flights To Usa of activity infamous for re-inventing itself and its vocabulary according to the times and Cheap Uk Flights To Usa the culture.
Many companies today have a customer focus (or customer Cheap Airline Flights Usa Domestic Only orientation). This implies that the company focuses its activities and products on Cheap Uk Flights To Usa consumer demands. Generally there are three ways of doing this: the Cheap Flights Dprk Airline customer-driven approach, the sense Cheap Uk Flights To Usa of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants Cheap Uk Flights To Usa are the drivers of all Cheap Uk Flights To Usa strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every Cheap Uk Flights To Usa aspect of a market offering, including the nature of the Cheap Uk Flights To Usa product itself, is driven by the needs of potential consumers. The starting point is always the Cheap Uk Flights To Usa consumer. The rationale for this Cheap Uk Flights To Usa approach is that there is no point spending Cheap Uk Flights To Usa 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.
A formal approach to Cheap Uk Flights To Usa this Cheap Uk Flights To Usa customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Cheap Uk Flights To Usa Access). Cheap Uk Flights To Usa This system is basically the four Ps renamed and reworded Cheap Uk Flights To Usa to provide a customer focus.
The SIVA Model provides a demand/customer 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 Cheap Uk Flights To Usa tries to Cheap Uk Flights To Usa develop a market for the product. Product Cheap Airline Flights To Miami Florida innovation drives the process and marketing research is conducted primarily to ensure that a profitable market Cheap Uk Flights To Usa segment(s) exists for the innovation. The rationale is that customers may not know what options will be Cheap Uk Flights To Usa available to them in the future so we should not expect them to tell us what they will buy in the Cheap Europe Flights Cheapeuropeflights future. However, marketers Cheap Uk Flights To Usa can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Cheap Uk Flights To Usa Thomas Edison depended on marketing research Cheap Uk Flights To Usa he would have produced larger Cheap Uk Flights To Usa candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus Cheap Uk Flights To Usa on product innovation (Such as Nintendo who Cheap Uk Flights To Usa constantly change the way Video games are played). Many purists doubt Cheap Uk Flights To Usa whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question Cheap Uk Flights To Usa whether it is marketing. |
