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