A market-focused, or Cheap Flights From Rome Fiumicino customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or Cheap Flights From Rome Fiumicino service because they have a Cheap Flights From Rome Fiumicino need, or because it provides Cheap Flights From Rome Fiumicino a perceived benefit.
Two major factors of marketing are Cheap Flights From Rome Fiumicino 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 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, Cheap Flights From Rome Fiumicino the mix of the four "Ps" must reflect the wants and Cheap Flights From Rome Fiumicino desires of the consumers or Shoppers in the Cheap Flights From Rome Fiumicino 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 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 management is the practical application of this process. The offer is also an important addition to the Cheap Flights From Rome Fiumicino 4P's theory.
Within most organizations, the activities encompassed by the Cheap Flights From Rome Fiumicino marketing Cheap Flights From Rome Fiumicino function are led by a Vice President or Director of Marketing. A growing number Cheap Flights From Rome Fiumicino of Cheap Flights From Rome Fiumicino organizations, especially large US companies, have a Chief Cheap Flights From Rome Fiumicino Marketing Cheap Flights From Rome Fiumicino Officer position, reporting to the Chief Executive Officer.
|
The Cheap Flights From Rome Fiumicino American Marketing Association Cheap Flights From Rome Fiumicino (AMA) states, �Marketing is the activity, set Cheap Flights From Rome Fiumicino of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, Cheap Flights From Rome Fiumicino and society at large.".
Marketing methods are informed by many of the social sciences, Cheap Flights From Rome Fiumicino particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these Cheap Flights From Rome Fiumicino activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and Cheap Flights From Rome Fiumicino heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and Cheap Flights Paris Ebookers its vocabulary according to the times and Cheap Flights From Rome Fiumicino the culture.
Many companies today have a customer focus (or customer Cheap Flights From Rome Fiumicino orientation). Cheap Flights From Rome Fiumicino This implies that the company Cheap Flights From Rome Fiumicino focuses its activities and products on consumer Cheap Flights From Rome Fiumicino demands. Generally there are three Cheap Flights From Rome Fiumicino ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of Cheap Flights From Rome Fiumicino all strategic marketing decisions. No strategy is pursued until it passes the test of consumer Cheap Flights From Rome Fiumicino research. Every aspect of a market offering, including the nature of Cheap Flights From Rome Fiumicino the product itself, is driven by Cheap Flights From Rome Fiumicino the needs of potential consumers. The starting point is always the consumer. The rationale for this Cheap Flights From Rome Fiumicino approach is Cheap Flights From Rome Fiumicino that there is no Cheap Flights From Rome Fiumicino point spending R&D funds developing products that Cheap Flights From Rome Fiumicino people Cheap Flights From Rome Fiumicino will not buy. History attests to many products Cheap Flights From Rome Fiumicino that were commercial failures Cheap Flights From Rome Fiumicino in spite of being technological breakthroughs.
|
A formal approach to this customer-focused marketing is Cheap Flights From Rome Fiumicino known as SIVA[3] (Solution, Cheap Flights From Rome Fiumicino Information, Value, Access). This system is basically the four Ps renamed and reworded 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, Cheap Flights From Rome Fiumicino promotion) of Cheap Flights From Rome Fiumicino marketing Cheap Flights From Rome Fiumicino management.
In a product innovation approach, the Cheap Flights From Rome Fiumicino company pursues product innovation, then tries to develop a Cheap Flights From Rome Fiumicino market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) Cheap Flights From Rome Fiumicino exists for the innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them Cheap Flights From Rome Fiumicino to tell us what they will buy in the future. However, marketers can aggressively over-pursue product Cheap Flights From Rome Fiumicino innovation and try to overcapitalize on a niche. Cheap Flights From Rome Fiumicino When pursuing a product innovation approach, marketers must ensure that they have Cheap Flights From Rome Fiumicino a varied and multi-tiered approach to product innovation. It is Cheap Flights From Rome Fiumicino claimed that if Cheap Flights From Rome Fiumicino Thomas Edison depended on marketing research he would have produced Cheap Flights From Rome Fiumicino larger Cheap Flights From Rome Fiumicino candles rather than inventing Cheap Flights From Rome Fiumicino light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Cheap Flights From Rome Fiumicino Video Cheap Flights From Rome Fiumicino games are played). Many purists doubt whether this is really a form of marketing Cheap Flights From Rome Fiumicino orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
|
