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