A market-focused, or Cheap Used Cars In Scotland customer-focused, organization first determines what its potential customers Cheap Used Cars In Scotland desire, and then builds the product or Cheap Used Cars In Scotland 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 Cheap Used Cars In Scotland provides a perceived benefit.
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For Cheap Used Cars In Scotland a Cheap Used Cars In Scotland marketing plan to be Cheap Used Cars In Scotland successful, the mix of the four "Ps" must reflect the 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 is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, Cheap Used Cars In Scotland to determine Cheap Used Cars In Scotland what consumers want and what they Cheap Used Cars In Scotland are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management Cheap Used Cars In Scotland is the Cheap Used Cars In Scotland practical application of this process. The offer is also an important addition to the 4P's theory.
Within most organizations, the activities encompassed by Cheap Used Cars In Scotland the marketing function are led by a Vice President or Director of Marketing. A Cheap Used Cars In Scotland growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Cheap Used Cars In Scotland Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing Cheap Used Cars In Scotland is the activity, set of institutions, and processes for creating, communicating, delivering, and Cheap Used Cars In Scotland exchanging Cheap Used Cars In Scotland offerings that have value Cheap Used Cars In Scotland for customers, clients, partners, and society at large.".
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Many companies today have a Cheap Used Cars In Scotland 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 Used Cars In Scotland market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing Cheap Used Cars In Scotland decisions. No strategy is pursued until Cheap Used Cars In Scotland it passes the test of consumer research. Every aspect of a market offering, including the nature of Cheap Used Cars In Scotland the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there Cheap Used Cars In Scotland is no point spending R&D funds developing products that people will Cheap Used Cars In Scotland not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Cheap Used Cars In Scotland Access). This system is basically the four Ps renamed and reworded Cheap Used Cars In Scotland to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, Cheap Used Cars In Scotland price, place, promotion) of marketing management.
In a product innovation approach, the company Cheap Used Cars In Scotland pursues product innovation, then tries to develop a market for the product. Product innovation drives the process Cheap Used Cars In Scotland and marketing research is conducted primarily to ensure that a profitable Cheap Used Cars In Scotland market segment(s) exists Cheap Used Cars In Scotland for the innovation. The rationale is that customers may not know what options will Cheap Used Cars In Scotland be Cheap Used Cars In Scotland available Cheap Used Cars In Scotland to them in the future so Cheap Used Cars In Scotland we should not expect them to tell us what they will buy in the future. However, Cheap Used Cars In Scotland marketers can Cheap Used Cars In Scotland aggressively over-pursue product innovation and try Cheap Used Cars In Scotland to overcapitalize on a niche. When pursuing a product innovation approach, Cheap Used Cars In Scotland marketers must ensure that they have a varied and multi-tiered approach to Cheap Used Cars In Scotland product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development Cheap Used Cars In Scotland focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is Cheap Used Cars In Scotland really a form Cheap Used Cars In Scotland of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
