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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 US companies, have a Chief Marketing Officer position, reporting Cheap Flower Girl Baskets to the Chief Executive Officer.
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In the consumer-driven approach, consumer wants are the drivers of all strategic marketing Cheap Flower Girl Baskets decisions. Cheap Flower Girl Baskets No strategy is pursued until it passes Cheap Flower Girl Baskets the test of consumer research. Every Cheap Flower Girl Baskets aspect of a market offering, including Cheap Flower Girl Baskets the nature Cheap Flower Girl Baskets of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is Cheap Flower Girl Baskets that there Cheap Flower Girl Baskets is no point spending R&D funds developing products that people will Cheap Cloth Napkins not buy. Cheap Flower Girl Baskets History attests to many products that were commercial failures in 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 Cheap Flower Girl Baskets basically the four Ps renamed and reworded to Cheap Flower Girl Baskets provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing Cheap Flower Girl Baskets management.
In a product Cheap Flower Girl Baskets innovation approach, Cheap Flower Girl Baskets the Cheap Flower Girl Baskets company pursues product innovation, then tries to develop a market for the product. Product 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 be available to them in the future so we should not expect them to tell us what they will buy in the Cheap Flower Girl Baskets future. However, marketers can Cheap Flower Girl Baskets aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation Cheap Flower Girl Baskets approach, Cheap Flower Girl Baskets 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 light bulbs. Many firms, such as research and development focused companies, successfully focus on Cheap Flower Girl Baskets product innovation (Such as Nintendo Cheap Flower Girl Baskets who constantly change the way Video games are Cheap Flower Girl Baskets played). Many purists doubt whether this is really a form Cheap Flower Girl Baskets of marketing orientation at Cheap Flower Girl Baskets all, because of the ex post status of consumer research. Some even question whether it is marketing. |
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