| 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 is justified in the belief that customers use a product Cheap Segway or service because Cheap Segway they have a need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of Cheap Segway 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 for base management shifts Cheap Segway the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the Cheap Segway buyer in the first Cheap Segway place, and improving the product/service continuously to protect the business Cheap Segway from competitive encroachments.
For a marketing plan to be successful, Cheap Segway the mix of the four Cheap Segway "Ps" must Cheap And Good Air Tickets reflect Cheap Segway the wants and desires of the consumers or Shoppers in Cheap Segway the target Buy Cheap New Car Loan market. Trying to convince a market segment to buy Cheap Segway something they Corsa Cheap don't want is extremely expensive and seldom successful. Marketers Cheap Segway depend on insights Cheap Segway from marketing research, both Cheap Segway formal and informal, to Cheap Segway determine what consumers want and Cheap Segway what they are willing to Cheap Segway pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application Cheap Segway of this process. The offer is also an important Cheap Segway addition to the 4P's theory.
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Within most organizations, the Cheap Segway activities Cheap Segway encompassed Cheap Segway by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have Cheap Segway a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is Cheap Segway the Cheap Segway activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing Cheap Segway 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, Cheap Segway it is also related to many of the Cheap Segway creative arts. Marketing is a wide Cheap Segway 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 have a customer focus Cheap Segway (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, Cheap Segway 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 passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is Cheap Segway that there is no point spending R&D Cheap Segway funds developing products that people will not buy. History attests to many products that Cheap Segway were commercial Cheap Segway failures in spite of being technological Cheap Segway breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This Cheap Segway system is basically the four Ps renamed and Cheap Segway reworded to provide a customer focus.
The 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, the company pursues Cheap Segway product innovation, then tries to develop a market for the product. Product Cheap Segway innovation drives the process and marketing research is Cheap Segway conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in the Cheap Segway future so we should not Cheap Segway expect them to tell us what Us Cheap Car Insurance Line they will buy in the future. However, marketers can aggressively over-pursue product innovation Cheap Segway and try to overcapitalize Cheap Segway on a niche. Cheap Segway When pursuing a product innovation approach, marketers must ensure that they Cheap Segway have a varied and multi-tiered Cheap Segway approach to product innovation. It is claimed Cheap Airfare Australia that if Thomas Edison Cheap Segway depended on marketing research he would have produced larger Cheap Segway candles rather Cheap Segway than inventing light bulbs. Many Corsa Exhaust Cheap firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the Cheap Segway way Video games are played). Cheap Segway Many purists Cheap Segway doubt whether this is really a form of Cheap Segway marketing orientation at all, because of Cheap Segway the ex Cheap Segway post status of consumer research. Some Cheap Segway even question whether it is marketing. |
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