A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice Cheap Uk Flights In Usa is justified in the belief that customers use a product or service because they have Cheap Uk Flights In Usa a need, Cheap Uk Flights In Usa or because it provides a perceived Cheap Alaska Airline Htm benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and Cheap Uk Flights In Usa the retention and expansion of relationships with existing customers (base management). Once Cheap Uk Flights In Usa a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to Cheap Uk Flights In Usa building a Cheap Uk Flights In Usa 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 Car Insurance Illinois the mix of the four "Ps" must Cheap Uk Flights In Usa reflect the wants and desires of the Cheap Uk Flights In Usa consumers or Shoppers in the target market. Trying to convince a market segment to buy Get Alltel Phones For Cheap something they Cheap Uk Flights In Usa don't want Cheap Uk Flights In Usa is extremely expensive and seldom successful. Marketers depend on insights Cheap Uk Flights In Usa 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 Cheap Uk Flights In Usa 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 Cheap Uk Flights In Usa number of organizations, 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 institutions, and Cheap Uk Flights In Usa processes for Cheap Uk Flights In Usa creating, communicating, delivering, and exchanging Cheap Uk Flights In Usa offerings that have value for customers, clients, partners, Cheap Uk Flights In Usa and society at large.".
Marketing methods Cheap Uk Flights In Usa are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also Cheap Uk Flights In Usa a small, but growing influence. Market Cheap Uk Flights In Usa research underpins Cheap Uk Flights In Usa these activities. Through Standard Cheap Bicycle Helmets advertising, Cheap Uk Flights In Usa it is also Cheap Uk Flights In Usa related to many of the creative Cheap Uk Flights In Usa arts. Marketing is a Cheap Nitto Tires wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according Cheap Uk Flights In Usa to the times and the culture.
|
Many companies Cheap Uk Flights In Usa today have a customer focus (or customer Cheap Uk Flights In Usa 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 market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of Cheap Uk Flights In Usa consumer research. Every aspect of a market offering, including the nature of the Cheap Uk Flights In Usa product Cheap Uk Flights In Usa itself, is driven by the needs of potential consumers. The starting point is always the consumer. Cheap Uk Flights In Usa The rationale for this approach is that there is no point spending R&D funds developing products that people will Cheap Uk Flights In Usa not buy. History attests to Cheap Uk Flights In Usa many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known Cheap Uk Flights In Usa as SIVA[3] (Solution, Information, Cheap Uk Flights In Usa Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus.
The Cheap Uk Flights In Usa 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, Cheap Uk Flights In Usa the company pursues product innovation, then tries to develop a market for the product. Product innovation drives Cheap Uk Flights In Usa the process and marketing Cheap Uk Flights In Usa research is conducted primarily to Cheap Uk Flights In Usa ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers Cheap Uk Flights In Usa may not know what options Cheap Uk Flights In Usa will be available to them in the future Cheap Uk Flights In Usa so we should not expect Cheap Uk Flights In Usa them to tell us what they Cheap Uk Flights In Usa will buy in the future. However, marketers can aggressively over-pursue product Cheap Uk Flights In Usa innovation and try Cheap Flights To Austin Texas Usa to overcapitalize on a niche. When pursuing a product Cheap Uk Flights In Usa innovation approach, marketers Cheap Uk Flights In Usa must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison Cheap Uk Flights In Usa depended on marketing research he Cheap Uk Flights In Usa would have produced larger candles rather than inventing light Cheap Uk Flights In Usa bulbs. Many firms, such as research and development focused companies, Cheap Uk Flights In Usa successfully focus on product Cheap Uk Flights In Usa innovation (Such Cheap Uk Flights In Usa as Nintendo Cheap Uk Flights In Usa who constantly change the way Video games are played). Cheap Uk Flights In Usa Many purists doubt whether this is really a form of marketing orientation at all, because Cheap Uk Flights In Usa of the ex post status of consumer research. Some even question whether Cheap Uk Flights In Usa it is marketing. |
