| A market-focused, or customer-focused, London Cheap Flights From Toronto organization first London Cheap Flights From Toronto determines what its potential customers desire, and then builds the London Cheap Flights From Toronto 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 London Cheap Flights From Toronto benefit.
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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 Cheap Airline Flights Australia New Zealand US companies, have a Chief Marketing Officer position, reporting to the London Cheap Flights From Toronto Chief Executive Officer.
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Many companies today have a customer Airline Flights Cheap Lowcost Thailand focus (or customer London Cheap Flights From Toronto orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways London Cheap Flights From Toronto of doing this: the customer-driven approach, London Cheap Flights From Toronto the sense of London Cheap Flights From Toronto identifying market changes and the product innovation approach.
In the London Cheap Flights From Toronto consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy London Cheap Flights From Toronto is pursued until it passes the test of consumer research. Every aspect of a market offering, London Cheap Flights From Toronto including the nature of the product itself, is driven by London Cheap Flights From Toronto the needs of potential consumers. The starting point is always the consumer. London Cheap Flights From Toronto The rationale for this approach is that London Cheap Flights From Toronto there is no point spending R&D funds developing products that people will not buy. History attests to London Cheap Flights From Toronto many products that were London Cheap Flights From Toronto commercial failures in London Cheap Flights From Toronto spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply London Cheap Flights From Toronto side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then tries to develop a London Cheap Flights From Toronto market for the product. Product London Cheap Flights From Toronto innovation drives the process and marketing research is 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 London Cheap Flights From Toronto be available London Cheap Flights From Toronto to them in the future so we London Cheap Flights From Toronto should not expect them to tell us what they will buy in the future. However, marketers can London Cheap Flights From Toronto aggressively over-pursue product innovation and try to overcapitalize on Cheap Air Fares For National 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 research he London Cheap Flights From Toronto would have produced larger candles rather than inventing light bulbs. London Cheap Flights From Toronto Many firms, such as London Cheap Flights From Toronto 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 London Cheap Flights From Toronto whether this London Cheap Flights From Toronto is really London Cheap Flights From Toronto a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
