A market-focused, or Cheap Air Tickets From customer-focused, 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 Sydney Cheap Fares Flights a product or service because they have a need, or because Cheap Air Tickets From it provides Cheap Air Tickets From a perceived benefit.
Two major factors of marketing are the recruitment of Cheap Air Tickets From new Cheap Air Tickets From 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 for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to Cheap Air Tickets From protect Cheap Air Tickets From the business from competitive encroachments.
For Cheap Air Tickets From a marketing plan to be Cheap Air Tickets From successful, the mix of the four "Ps" must reflect Cheap Air Tickets From the wants and desires of the Cheap Air Tickets From consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is Cheap Air Tickets From extremely expensive and seldom successful. Marketers depend Cheap Air Tickets From on insights from marketing research, both formal and informal, to determine what consumers Cheap Air Tickets From want and what they are willing to pay for. Marketers hope that this process will give them a sustainable Cheap Air Tickets From competitive advantage. Marketing management is the practical application of this process. Cheap Air Tickets From The offer is also an important Cheap Air Tickets From addition to the 4P's theory.
Within most organizations, the activities encompassed by Cheap Air Tickets From the Cheap Air Tickets From marketing function Cheap Air Tickets From are led by Cheap Air Tickets From a Cheap Air Tickets From Vice President or Director of Marketing. A growing number of organizations, especially large US companies, Cheap Air Tickets From 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 Air Tickets From exchanging offerings that have value for customers, Cheap Air Tickets From clients, Cheap Air Tickets From partners, Cheap Air Tickets From and society at large.".
Marketing Cheap Air Tickets From 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 Cheap Air Tickets From related to Cheap Air Tickets From many of the creative arts. Marketing Cheap Air Tickets From is a wide and Cheap Air Tickets From heavily interconnected Mexico Cancun Cheap Flights subject with extensive publications. It is also an area of Cheap Air Tickets From activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
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Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and Cheap Air Tickets From products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense Cheap Air Tickets From of identifying Cheap Air Tickets From market changes and the Backpacker Cheap Insurance Travel product innovation approach.
In the consumer-driven approach, consumer wants are the drivers Cheap Air Tickets From of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including Cheap Air Tickets From the nature of the product itself, is driven by the Cheap Air Tickets From needs of potential consumers. The starting point is always the consumer. The rationale for this approach Cheap Air Tickets From is that there is no point Cheap Air Tickets From spending R&D funds developing Cheap Air Tickets From products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Cheap Air Tickets From Information, Value, Access). This system is basically the four Ps renamed and reworded Cheap Air Tickets From to provide a customer Cheap Air Tickets From focus.
The SIVA Model Cheap Air Tickets From provides a demand/customer centric version alternative to the well-known Cheap Air Tickets From 4Ps supply side model (product, price, place, promotion) of marketing management.
In a Cheap Air Tickets From product innovation approach, the Cheap Air Tickets From company pursues product innovation, then tries to develop Cheap Air Tickets From a market for the product. Product innovation drives the process and marketing research Cheap Air Tickets From is conducted primarily to ensure Cheap Air Tickets From that a profitable market segment(s) exists for the innovation. Cheap Air Tickets From The rationale is that Cheap Air Tickets From customers may not know what Cheap Air Tickets From 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 and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Cheap Air Tickets From Edison depended on marketing research he would Cheap Air Tickets From 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 Air Tickets From played). Many purists doubt whether this is really a Cheap Air Tickets From form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
