A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds Cheap Bamboo Blinds the product or service. Marketing theory and practice is justified in the belief that customers use a Cheap Bamboo Blinds product or service because they have a need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the Cheap Bamboo Blinds 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 Cheap Bamboo Blinds base management shifts the Cheap Bamboo Blinds marketer to building a relationship, nurturing the links, Cheap Bamboo Blinds enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business Cheap Bamboo Blinds from competitive encroachments.
For Cheap Bamboo Blinds a marketing plan to be successful, the mix of the four "Ps" must reflect the Cheap Bamboo Blinds wants and desires of the consumers or Shoppers in the target market. Trying to convince Cheap Bamboo Blinds a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal Cheap Bamboo Blinds and informal, to determine what consumers want and what they are willing to Cheap Bamboo Blinds pay for. Marketers hope that Cheap Bamboo Blinds this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer Cheap Bamboo Blinds is also an important addition to the 4P's theory.
Within most organizations, the activities encompassed by Cheap Bamboo Blinds the marketing function are Cheap Bamboo Blinds led by a Vice President or Cheap Bamboo Blinds Director of Marketing. A growing number of Cheap Bamboo Blinds 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 Cheap Bamboo Blinds institutions, and processes for creating, communicating, Cheap Security Cameras delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing Cheap Bamboo Blinds methods are informed by many Cheap Bamboo Blinds of the social Cheap Bamboo Blinds sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, Cheap Bamboo Blinds it Cheap Bamboo Blinds is also related to Cheap Bamboo Blinds many of the creative arts. Marketing is a wide and heavily Cheap Bamboo Blinds 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 Cheap Bamboo Blinds a customer Cheap Bamboo Blinds focus (or customer orientation). This implies Cheap Bamboo Blinds that the company focuses its activities and Cheap Bamboo Blinds products on consumer Cheap Bamboo Blinds demands. Generally there are three ways of doing this: the Cheap Bamboo Blinds customer-driven approach, the Cheap Bamboo Blinds sense of identifying market changes and 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 the test Cheap Bamboo Blinds of consumer research. Every aspect of Cheap Bamboo Blinds a market offering, including the nature of the product itself, Cheap Bamboo Blinds is driven 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 Cheap Bamboo Blinds funds developing Cheap Bamboo Blinds products Cheap Bamboo Blinds that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal Cheap Bamboo Blinds approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Cheap Bamboo Blinds Access). This system is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a Cheap Bamboo Blinds demand/customer centric version Cheap Bamboo Blinds alternative Cheap Bamboo Blinds to Cheap Bamboo Blinds 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 Cheap Bamboo Blinds product. Product innovation drives the process and marketing research is conducted primarily to ensure that Cheap Bamboo Blinds 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 future so we should Cheap Bamboo Blinds not expect them to tell us what they will buy in the Cheap Bamboo Blinds future. However, marketers can aggressively over-pursue Cheap Bamboo Blinds product innovation and try to overcapitalize on a niche. When pursuing a product Cheap Bamboo Blinds innovation approach, marketers must ensure that they have a varied Cheap Bamboo Blinds and Cheap Bamboo Blinds multi-tiered approach to product innovation. It is claimed that if Thomas Edison Cheap Bamboo Blinds depended Cheap Bamboo Blinds on marketing Cheap Bamboo Blinds research he would have produced larger candles rather than inventing light bulbs. Many firms, such Cheap Bamboo Blinds as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are Cheap Bamboo Blinds played). Many purists doubt whether this is really a form of marketing Cheap Bamboo Blinds orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
