A market-focused, or Mexico Cancun Cheap Flights customer-focused, organization first determines what Mexico Cancun Cheap Flights its potential customers desire, and then Mexico Cancun Cheap Flights builds the product or Mexico Cancun Cheap Flights 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 provides a perceived benefit.
Two major factors of marketing are the Mexico Cancun Cheap Flights recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective Mexico Cancun Cheap Flights buyer, base management marketing takes over. The process for base management shifts the marketer Mexico Cancun Cheap Flights to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in Mexico Cancun Cheap Flights the first place, and improving the product/service continuously to protect the Mexico Cancun Cheap Flights business from competitive Mexico Cancun Cheap Flights encroachments.
For a marketing plan to Mexico Cancun Cheap Flights be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Mexico Cancun Cheap Flights Trying to convince Mexico Cancun Cheap Flights a market Mexico Cancun Cheap Flights segment to Mexico Cancun Cheap Flights buy something they Mexico Cancun Cheap Flights don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what Mexico Cancun Cheap Flights consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable Mexico Cancun Cheap Flights competitive advantage. Marketing management is Sydney Cheap Fares Flights the practical application of this process. The offer is also an Mexico Cancun Cheap Flights important addition to the 4P's theory.
Within most organizations, the activities encompassed by the marketing function are led Mexico Cancun Cheap Flights by a Vice President or Director of Marketing. A growing Mexico Cancun Cheap Flights 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 Mexico Cancun Cheap Flights for creating, communicating, delivering, and Mexico Cancun Cheap Flights exchanging offerings that have value for customers, clients, partners, and society Mexico Cancun Cheap Flights at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, Mexico Cancun Cheap Flights sociology, and Mexico Cancun Cheap Flights economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many Mexico Cancun Cheap Flights of the creative arts. Marketing is a wide and heavily interconnected subject Mexico Cancun Cheap Flights with extensive publications. It is also an area of activity infamous for re-inventing Mexico Cancun Cheap Flights itself and its vocabulary Mexico Cancun Cheap Flights according to Mexico Cancun Cheap Flights the times Mexico Cancun Cheap Flights and the culture.
Many companies today have a 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 market changes and Mexico Cancun Cheap Flights 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 Mexico Cancun Cheap Flights the test of consumer research. Every aspect of a market offering, Mexico Cancun Cheap Flights including the nature of the product itself, is driven Mexico Cancun Cheap Flights by the needs of potential consumers. The starting point is 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. Mexico Cancun Cheap Flights History attests Mexico Cancun Cheap Flights to many products that Mexico Cancun Cheap Flights were commercial Mexico Cancun Cheap Flights failures in spite of being technological breakthroughs.
A formal Mexico Cancun Cheap Flights approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide Mexico Cancun Cheap Flights a customer focus.
The SIVA Model provides Mexico Cancun Cheap Flights a demand/customer centric version Mexico Cancun Cheap Flights alternative 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 research is conducted primarily to ensure that a profitable market segment(s) Mexico Cancun Cheap Flights exists for the innovation. The rationale is that customers may not know what options Mexico Cancun Cheap Flights will be available to Mexico Cancun Cheap Flights them in the future so we Mexico Cancun Cheap Flights should Mexico Cancun Cheap Flights not expect them to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try Mexico Cancun Cheap Flights to Mexico Cancun Cheap Flights overcapitalize on a niche. When pursuing a product innovation approach, marketers Mexico Cancun Cheap Flights must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed Mexico Cancun Cheap Flights that Mexico Cancun Cheap Flights if Mexico Cancun Cheap Flights Thomas Mexico Cancun Cheap Flights Edison 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 Mexico Cancun Cheap Flights innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is really a Mexico Cancun Cheap Flights form of marketing orientation at all, because Mexico Cancun Cheap Flights of the ex post status of consumer research. Some even question whether it is marketing. |
