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 or service because they have a need, or because it provides a perceived benefit.
Two major factors of Cheap Macbooks marketing are the recruitment of new customers Cheap Macbooks (acquisition) and the retention and Cheap Macbooks expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for Cheap Macbooks base management shifts the marketer to building a relationship, nurturing Cheap Macbooks the links, enhancing the benefits that sold the buyer in Cheap Macbooks the first place, and improving the product/service continuously Cheap Macbooks to Cheap Macbooks protect the Cheap Macbooks business from competitive Cheap Macbooks encroachments.
For a marketing plan to be successful, the mix of Cheap Macbooks the four "Ps" must reflect the wants and desires Cheap Macbooks of the consumers or Shoppers in the target market. Trying to convince a market segment Cheap Macbooks to buy something they don't want is extremely expensive and seldom successful. Marketers Cheap Macbooks depend on insights from marketing research, both formal and informal, to determine what consumers want and what Cheap Macbooks they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of Cheap Macbooks this Cheap Macbooks process. The offer is also an important addition to the 4P's theory.
Within most organizations, the activities 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 Cheap Macbooks Marketing Officer position, reporting to the Chief Executive Cheap Macbooks Officer.
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The American Marketing Association (AMA) Cheap Macbooks states, �Marketing is the 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 methods Cheap Macbooks are informed Cheap Macbooks by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, Cheap Macbooks but Cheap Macbooks growing influence. Market research underpins these activities. Through advertising, it Cheap Macbooks is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is Cheap Macbooks also an area of activity infamous for re-inventing itself and its vocabulary according Cheap Macbooks to the times and the culture.
Many companies today have a customer focus (or customer orientation). Cheap Macbooks This implies that the company focuses its activities and products on consumer Cheap Macbooks demands. Generally there Cheap Macbooks are three ways of doing Cheap Macbooks this: the Cheap Macbooks customer-driven approach, the sense of Cheap Macbooks identifying Cheap Macbooks market changes and the product innovation approach.
In the consumer-driven approach, Cheap Macbooks 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 Cheap Macbooks by the needs of potential consumers. Cheap Macbooks The starting Cheap Macbooks point is always the consumer. The rationale for this approach is that there is Cheap Macbooks no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
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A formal approach Cheap Macbooks to this customer-focused marketing is known as Cheap Macbooks SIVA[3] (Solution, Information, Value, Cheap Macbooks Access). This system is basically the Cheap Macbooks four Ps renamed and reworded to provide a Cheap Macbooks customer Cheap Macbooks focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply Cheap Macbooks side model (product, price, place, promotion) Cheap Macbooks of marketing management.
In Cheap Macbooks a product Cheap Macbooks innovation approach, the company pursues product innovation, then tries to develop a Cheap Macbooks market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that Cheap Macbooks a profitable market segment(s) exists for the innovation. The rationale Cheap Macbooks is Cheap Macbooks 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 Cheap Macbooks can Cheap Macbooks aggressively over-pursue product innovation and try to Cheap Macbooks 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 Edison depended on marketing Cheap Macbooks research Cheap Macbooks 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 played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer Cheap Macbooks research. Some even question whether it is marketing. |
