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 Paris Apartment Cheap need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) Cheap Flights London San Fransisco and the retention and expansion of Cheap Health Insurance Arizona relationships Cheap Health Insurance Arizona with existing customers (base Cheap Health Insurance Arizona management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base Cheap Health Insurance Arizona management Cheap Health Insurance Arizona shifts the marketer to building a relationship, nurturing the Cheap Sydney Flights Nz links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously Cheap Health Insurance Arizona to protect the business from competitive Cheap Health Insurance Arizona encroachments.
For a marketing plan to be successful, the Cheap Health Insurance Arizona mix of the four "Ps" must reflect Cheap Flights Sydney To Orlando the Cheap Health Insurance Arizona wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment Cheap Flights Usa Europe to buy something they don't want is extremely expensive and Cheap Health Insurance Arizona seldom successful. Marketers Cheap Health Insurance Arizona depend on insights from Cheap Health Insurance Arizona marketing research, both Cheap Health Insurance Arizona formal and informal, to Cheap Switch Blades determine Cheap Health Insurance Arizona what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical Cheap Health Insurance Arizona application of this 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 Cheap Flights From Uk To Spain companies, have a Chief Cheap Health Insurance Arizona Marketing Officer Cheap Silver Rings position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is Continental Cheap Air Flights the activity, set of institutions, and processes for creating, communicating, Cheap Flights Nyc To London delivering, and Cheap Health Insurance Arizona exchanging offerings that have value for customers, Cheap Health Insurance Arizona clients, partners, Cheap Health Insurance Arizona and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is Cheap Health Insurance Arizona also a small, but growing influence. Market research underpins these activities. Through Cheap Ski Helmets advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity Cheap Health Insurance Arizona infamous for Cheap Health Insurance Arizona re-inventing itself and its vocabulary according to the times and the culture.
|
Many companies today have a customer focus Cheap Health Insurance Arizona (or customer orientation). Cheap Health Insurance Arizona This implies that the company focuses Cheap Health Insurance Arizona 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 the product Cheap Health Insurance Arizona innovation Cheap Health Insurance Arizona approach.
In the consumer-driven Cheap Health Insurance Arizona approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until Cheap Health Insurance Arizona it passes the test Cheap Health Insurance Arizona of consumer research. Every aspect of Cheap Health Insurance Arizona a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The Cheap Health Insurance Arizona starting point is always the Cheap Health Insurance Arizona consumer. The rationale for this approach is that Cheap Health Insurance Arizona there Cheap Health Insurance Arizona is no point spending R&D funds developing products that people will not buy. History Cheap Health Insurance Arizona attests to many Cheap Health Insurance Arizona products that were commercial failures in Cheap Health Insurance Arizona spite of being technological breakthroughs.
A formal approach to this customer-focused marketing Cheap Health Insurance Arizona is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to Cheap Health Insurance Arizona provide a customer focus.
The SIVA Model provides a demand/customer Cheap Health Insurance Arizona centric version alternative Cheap Health Insurance Arizona to the well-known 4Ps supply Cheap Health Insurance Arizona side Cheap Health Insurance Arizona model (product, price, Cheap Health Insurance Arizona place, Cheap Health Insurance Arizona promotion) of Cheap Health Insurance Arizona marketing management.
In a product innovation Cheap Health Insurance Arizona approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process Cheap Health Insurance Arizona and marketing Cheap Health Insurance Arizona research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may Cheap Health Insurance Arizona Cheap Flights Usa Spain not Cheap Health Insurance Arizona know what options will be available to them in the future so we should not expect them Cheap Health Insurance Arizona to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try Cheap Health Insurance Arizona to overcapitalize on a niche. When pursuing a Cheap Health Insurance Arizona 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 research he would have produced larger candles rather than inventing Cheap Health Insurance Arizona 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 Cheap Health Insurance Arizona really a form of Flights To Spain Cheap marketing Cheap Health Insurance Arizona orientation at all, because of the ex post status of consumer Cheap Health Insurance Arizona research. Some even question whether it is marketing. |
