| A market-focused, or customer-focused, organization Cheap Limousine first determines what its potential customers desire, and then builds the product or service. Marketing theory and Cheap Limousine practice is justified in the belief that Cheap Limousine customers use a product or service because they have a need, or Cheap Limousine because it Cheap Limousine provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) 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 Cheap Limousine for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, Cheap Limousine and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to Cheap Limousine be successful, Cheap Limousine the mix of the four "Ps" must reflect Cheap Limousine the wants and desires of the consumers Cheap Limousine or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom Cheap Limousine successful. Marketers depend on insights Cheap Limousine from marketing research, Cheap Limousine both formal and informal, to determine what consumers want and what they are willing to Cheap Limousine pay Cheap Limousine for. Marketers hope that this process Cheap Limousine will give Cheap Limousine them a sustainable competitive advantage. Marketing management Cheap Limousine is the practical Cheap Limousine application of this process. The offer is also an important addition to the 4P's theory.
Within Cheap Limousine most organizations, the activities Cheap Limousine encompassed by the marketing 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 exchanging offerings that Cheap Limousine have value for customers, Cheap Limousine clients, partners, and society at large.".
Marketing Cheap Limousine methods are informed by many of the social sciences, particularly Cheap Limousine psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through Cheap Limousine 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 of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today Cheap Limousine have a customer focus (or Cheap Limousine customer orientation). This implies that Cheap Prices Appliance the company focuses its activities and Cheap Limousine products on consumer demands. Cheap Limousine Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it Cheap Limousine passes the test of consumer research. Every aspect of a market offering, including Mercruiser Parts Cheap the nature of the product itself, is driven by Cheap Limousine the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is Cheap Limousine that there is no point Cheap Limousine spending R&D funds developing products that Cheap Prices Appilannce people will not buy. History attests to many Cheap Limousine products that Cheap Limousine were commercial failures in spite Last Minute Cheap Europe of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Cheap Limousine Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known Cheap Limousine 4Ps supply side model Cheap Limousine (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 is conducted primarily to ensure that Cheap Limousine a profitable market segment(s) exists for the Cheap Limousine innovation. The rationale is that customers may not know what options will be available to them in the Cheap Halloween Robotics future so we Cheap Limousine should not Cheap Limousine expect them to tell us what they Cheap Limousine will buy in Cheap Cars For Sale In Cincinnati the Cheap Limousine future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation Cheap Limousine approach, marketers must Cheap Limousine ensure that they have a varied and Cheap Limousine multi-tiered Cheap Limousine approach Cheap Limousine to Cheap Limousine product innovation. It is claimed that if Thomas Edison Cheap Limousine depended on marketing research he would have produced larger candles rather than inventing light Cheap Limousine bulbs. Many firms, Cheap Limousine such as research and development focused companies, successfully Cheap Limousine focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists Cheap Limousine doubt whether this is really a form Cheap Limousine of marketing orientation at all, because of the ex post status of consumer research. Some even Cheap Limousine question whether it is marketing. |
