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