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, Cheap Airplain Tickets or because it provides a perceived benefit.
Two major factors of Cheap Airplain Tickets marketing are the recruitment of new customers (acquisition) and the retention and Cheap Airplain Tickets expansion of relationships with existing customers (base management). Once a marketer has converted the prospective Cheap Airplain Tickets buyer, base management marketing takes over. The process Double Glazing Cheap Loans Uk for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the Cheap Airplain Tickets four "Ps" must reflect the wants and desires of the Cheap Airplain Tickets consumers or Shoppers in the target market. Trying to convince a Cheap North Face Trail Running Shoes market segment to buy Cheap Airplain Tickets something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Cheap Airplain Tickets Marketing management is the practical application of Cheap Airplain Tickets this process. The offer is Cheap Airplain Tickets also an important addition to the 4P's theory.
Within most organizations, the Cheap Airplain Tickets activities encompassed by the marketing function are led by a Vice President or Cheap Airplain Tickets Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Cheap Airplain Tickets Officer.
The American Marketing Association (AMA) Cheap Airplain Tickets states, �Marketing is Cheap Airplain Tickets the Cheap Airplain Tickets activity, set of institutions, and processes for Cheap Airplain Tickets creating, communicating, Cheap Airplain Tickets delivering, and exchanging offerings that have value for customers, clients, Cheap Airplain Tickets partners, and society at large.".
Marketing Cheap Airplain Tickets methods are informed Cheap Airplain Tickets by many of the social sciences, particularly psychology, sociology, and economics. Cheap Airplain Tickets Anthropology is also a small, but growing influence. Market research underpins Cheap Airplain Tickets these activities. Through advertising, Cheap Airplain Tickets 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 Cheap Airplain Tickets of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
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In the consumer-driven approach, consumer wants are the drivers Cheap Airplain Tickets of all strategic marketing decisions. No strategy Cheap Airplain Tickets is pursued until it passes Cheap Airplain Tickets the test of Cheap Airplain Tickets consumer research. Every aspect Cheap Airplain Tickets 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 Cheap Airplain Tickets rationale for this approach is that there is Cheap Airplain Tickets no point spending R&D funds developing products that people will not buy. History attests to Cheap Airplain Tickets many products that were commercial failures in spite of being technological breakthroughs.
A formal approach Cheap Airplain Tickets to this customer-focused marketing is known as SIVA[3] (Solution, Cheap Airplain Tickets Information, Value, Access). This system is basically the four Ps renamed and Cheap Airplain Tickets reworded to provide a customer focus.
The Cheap Airplain Tickets SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, Cheap Airplain Tickets place, promotion) of marketing management.
In a Cheap Airplain Tickets product innovation approach, the company pursues product innovation, then Cheap Airplain Tickets tries to develop a market for the product. Product innovation drives the process Cheap Airplain Tickets 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 be available to them in the future so we should not Cheap Airplain Tickets expect them to tell us what they will buy in the future. However, marketers can Cheap Airplain Tickets aggressively over-pursue product innovation and try Cheap Airplain Tickets to Cheap Airplain Tickets overcapitalize on a niche. When pursuing Cheap Airplain Tickets a product innovation approach, marketers must ensure that Cheap Apple Computers they Cheap Airplain Tickets have a Cheap Airplain Tickets varied and multi-tiered approach to product innovation. It is claimed that if Thomas Cheap Airplain Tickets Edison depended on marketing research he would have produced larger Cheap Airplain Tickets candles rather than inventing light Cheap Airplain Tickets bulbs. Many firms, such as research and development Cheap Airplain Tickets focused companies, successfully focus on product innovation (Such as Nintendo who constantly Buy Cheap Paroxetine change the way Video games Cheap Airplain Tickets are played). Many purists doubt whether this is Cheap Airplain Tickets really a form of marketing orientation at all, because of the ex post status of consumer research. Some Cheap Airplain Tickets even question whether it is marketing. |
