A market-focused, or customer-focused, Cheap Flights Alicante October Spain 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 Alicante October Spain service because they have a need, Cheap Flights Alicante October Spain or Cheap Flights Alicante October Spain because it provides a perceived benefit.
Two Cheap Flights Alicante October Spain major factors of marketing are the recruitment of new customers (acquisition) Cheap Flights Alicante October Spain 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 Cheap Flights Alicante October Spain the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan Cheap Flights Alicante October Spain to be successful, the mix of Cheap Flights Alicante October Spain the four "Ps" must reflect the wants and desires of the Cheap Flights Alicante October Spain consumers or Shoppers in the target market. Cheap Flights Alicante October Spain Trying to convince a market segment to buy something they Cheap Flights Alicante October Spain don't want is Cheap Flights Alicante October Spain extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal Cheap Flights Alicante October Spain and Cheap Flights Alicante October Spain informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will Cheap Flights Alicante October Spain give them a sustainable Cheap Flights Alicante October Spain competitive advantage. Marketing management is the practical application of this process. The offer is also Cheap Flights Alicante October Spain an important addition to the 4P's theory.
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Within most organizations, the activities encompassed by the marketing Cheap Flights Alicante October Spain function are led by a Vice President or Director of Marketing. A growing 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 processes for creating, communicating, delivering, and Cheap Flights Alicante October Spain exchanging offerings that have Cheap Flights Alicante October Spain value for Cheap Flights Alicante October Spain 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, it is also related to many of the creative Cheap Flights Alicante October Spain arts. Marketing is a wide and Cheap Flights Alicante October Spain heavily interconnected subject with extensive publications. It is also Cheap Flights Alicante October Spain an area of activity infamous for re-inventing itself and its vocabulary according to the times and the Cheap Flights Alicante October Spain culture.
Many companies Cheap Flights Alicante October Spain today have Cheap Flights Alicante October Spain a Cheap Flights Alicante October Spain customer focus (or Cheap Flights Alicante October Spain customer orientation). This implies that the company focuses its activities Cheap Flights Alicante October Spain and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of Cheap Flights Alicante October Spain identifying market Cheap Flights Alicante October Spain changes and Cheap Flights Alicante October Spain the product Cheap Flights Alicante October Spain innovation approach.
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In the consumer-driven Cheap Flights Alicante October Spain approach, consumer wants are Cheap Flights Alicante October Spain the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect Cheap Flights Alicante October Spain of a market offering, including the nature of Cheap Flights Alicante October Spain the product itself, is driven by the needs of Cheap Flights Alicante October Spain potential consumers. The starting point is Cheap Flights Alicante October Spain always the consumer. The rationale for this approach is Cheap Flights Alicante October Spain that there is no point spending Cheap Flights Alicante October Spain R&D funds developing products that people will not Cheap Flights Alicante October Spain buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused Cheap Flights Alicante October Spain marketing is known as SIVA[3] (Solution, 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 Cheap Flights Alicante October Spain well-known 4Ps supply side model (product, price, place, Cheap Flights Alicante October Spain promotion) of marketing management.
In a product innovation Cheap Flights Alicante October Spain approach, the company pursues product innovation, Cheap Flights Alicante October Spain then tries to develop a Cheap Flights Alicante October Spain market for the product. Product innovation drives the process and marketing research Cheap Flights Alicante October Spain is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is Cheap Flights Alicante October Spain that customers may not know what options will be available to them in 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 Cheap Flights Alicante October Spain and try to overcapitalize on a Cheap Flights Alicante October Spain niche. When Cheap Flights Alicante October Spain pursuing a product innovation Cheap Flights Alicante October Spain approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison Cheap Flights Alicante October Spain depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are Cheap Flights Alicante October Spain played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer Cheap Flights Alicante October Spain research. Some even question whether it is marketing. |
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