A market-focused, or customer-focused, organization first determines what its Ipods Cheap Nz potential customers desire, and then builds the product or service. Marketing theory and Ipods Cheap Nz practice is justified in the belief that customers use a product or service because they have a need, or because Ipods Cheap Nz it Ipods Cheap Nz provides a perceived benefit.
Two Ipods Cheap Nz major factors of marketing are the recruitment of Ipods Cheap Nz new customers (acquisition) and the retention and expansion Ipods Cheap Nz of relationships with existing customers Ipods Cheap Nz (base management). Once a marketer has converted the prospective Ipods Cheap Nz buyer, base management marketing takes over. The Ipods Cheap Nz process for base management shifts the marketer to building a relationship, Ipods Cheap Nz nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously Ipods Cheap Nz to protect the business from competitive encroachments.
For a Ipods Cheap Nz marketing plan to be successful, the mix of the four "Ps" Ipods Cheap Nz must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy Ipods Cheap Nz something they don't want Ipods Cheap Nz is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to Ipods Cheap Nz determine what consumers want and what they are willing to pay for. Marketers hope that Ipods Cheap Nz this process will give them a sustainable competitive advantage. Marketing management is the practical application of Ipods Cheap Nz 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 Ipods Cheap Nz by a Vice President or Director of Marketing. A growing number of organizations, especially large Ipods Cheap Nz US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The Ipods Cheap Nz American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Ipods Cheap Nz Anthropology is also a small, Ipods Cheap Nz but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Ipods Cheap Nz Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself Ipods Cheap Nz and its vocabulary according to the times and the Ipods Cheap Nz culture.
Many companies Ipods Cheap Nz today have Ipods Cheap Nz a customer focus (or customer orientation). This implies Ipods Cheap Nz that the company focuses its activities and products on consumer demands. Generally there are three ways of doing Ipods Cheap Nz this: the customer-driven approach, the sense of identifying market changes and the product innovation Ipods Cheap Nz approach.
In the consumer-driven approach, Ipods Cheap Nz consumer wants are the drivers of all strategic marketing decisions. No strategy Ipods Cheap Nz is pursued until it passes the test of consumer research. Every aspect of a market offering, Ipods Cheap Nz including the Ipods Cheap Nz nature of the product itself, is driven by the needs of potential consumers. The Ipods Cheap Nz starting point Ipods Cheap Nz is always the consumer. The rationale for Ipods Cheap Nz this approach is that there is no Ipods Cheap Nz point spending R&D funds developing Ipods Cheap Nz products Ipods Cheap Nz that people Ipods Cheap Nz will not buy. History Ipods Cheap Nz attests to many products that were Ipods Cheap Nz 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 basically the four Ps renamed and reworded to provide Ipods Cheap Nz a customer focus.
The SIVA Model provides Ipods Cheap Nz a demand/customer centric Ipods Cheap Nz version alternative to the well-known 4Ps 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 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 Ipods Cheap Nz customers may not know what options will be available to them in the future so we Ipods Cheap Nz should not expect them to Ipods Cheap Nz tell us what they will buy in the future. However, marketers can aggressively over-pursue Ipods Cheap Nz product innovation and Ipods Cheap Nz try to overcapitalize on a niche. When pursuing a product innovation approach, marketers Ipods Cheap Nz must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison Ipods Cheap Nz 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 product innovation (Such as Nintendo who constantly change the way Video games are Ipods Cheap Nz played). Many purists doubt whether this is really a form of marketing orientation at all, because Ipods Cheap Nz of the ex post status of consumer research. Some Ipods Cheap Nz even question whether it is marketing. Ipods Cheap Nz |
