A market-focused, Adventure Travel Cheap Ticket or customer-focused, organization first determines what Adventure Travel Cheap Ticket its potential customers desire, and then builds Adventure Travel Cheap Ticket the product or service. Marketing theory and practice is justified in the belief that customers use a product or service Adventure Travel Cheap Ticket because they have a need, or because it provides Adventure Travel Cheap Ticket a perceived Adventure Travel Cheap Ticket benefit.
Two major factors of marketing are the recruitment of Adventure Travel Cheap Ticket new customers (acquisition) Adventure Travel Cheap Ticket and the retention and expansion of relationships with existing customers (base management). Once a Adventure Travel Cheap Ticket marketer has converted Adventure Travel Cheap Ticket the prospective buyer, base management marketing takes over. The process Adventure Travel Cheap Ticket for base management shifts the marketer to building a Adventure Travel Cheap Ticket relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously Adventure Travel Cheap Ticket to Adventure Travel Cheap Ticket protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the four Adventure Travel Cheap Ticket "Ps" must reflect the wants and desires of the consumers or Adventure Travel Cheap Ticket Shoppers in the Adventure Travel Cheap Ticket target market. Trying to convince 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 and informal, to determine what consumers want and what they are willing Adventure Travel Cheap Ticket to pay for. Marketers hope Adventure Travel Cheap Ticket that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.
Within most organizations, the activities encompassed Adventure Travel Cheap Ticket 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 to the Chief Executive Officer.
The American Adventure Travel Cheap Ticket Marketing Association (AMA) states, �Marketing is Adventure Travel Cheap Ticket the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, Adventure Travel Cheap Ticket partners, and society at large.".
Marketing methods are informed by Adventure Travel Cheap Ticket many of the social sciences, particularly psychology, sociology, Cheap Parelli Equipment and economics. Anthropology is also a small, Adventure Travel Cheap Ticket but Adventure Travel Cheap Ticket growing influence. Market research underpins these activities. Through 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 infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many Adventure Travel Cheap Ticket companies today have a customer focus (or customer orientation). This Adventure Travel Cheap Ticket implies that the company focuses 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 Adventure Travel Cheap Ticket and the product innovation approach.
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In the consumer-driven approach, consumer wants are Adventure Travel Cheap Ticket the Adventure Travel Cheap Ticket drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer Adventure Travel Cheap Ticket research. Every aspect of a market offering, including the Cheap Mining Supplies And Gold Pans nature of the product itself, is driven by the needs of potential consumers. Adventure Travel Cheap Ticket The starting point is always the consumer. The rationale for this approach is that there Adventure Travel Cheap Ticket is no point spending R&D funds developing products that Adventure Travel Cheap Ticket people will not buy. History attests Adventure Travel Cheap Ticket to many products that were commercial failures in spite of Adventure Travel Cheap Ticket being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). Adventure Travel Cheap Ticket This system is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides Adventure Travel Cheap Ticket a demand/customer Adventure Travel Cheap Ticket centric version alternative to the well-known 4Ps Adventure Travel Cheap Ticket 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 Adventure Travel Cheap Ticket market for the product. Adventure Travel Cheap Ticket Product innovation drives Adventure Travel Cheap Ticket 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 Adventure Travel Cheap Ticket what options will Adventure Travel Cheap Ticket be available to them in Adventure Travel Cheap Ticket the future Adventure Travel Cheap Ticket so we should Adventure Travel Cheap Ticket not expect Adventure Travel Cheap Ticket them to Adventure Travel Cheap Ticket tell us what they will Adventure Travel Cheap Ticket buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a Adventure Travel Cheap Ticket 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 Adventure Travel Cheap Ticket than inventing light bulbs. Many firms, such as research and development focused companies, Adventure Travel Cheap Ticket successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists Adventure Travel Cheap Ticket doubt whether this is really a form of marketing orientation at all, because of the ex Adventure Travel Cheap Ticket post status Adventure Travel Cheap Ticket of consumer research. Some Adventure Travel Cheap Ticket even question whether it is marketing. |
