A market-focused, or customer-focused, organization Cheap Nookie first determines what its potential customers desire, and then builds Cheap Flights London 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, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new Cheap Flights London Cheap Plastic Shed customers (acquisition) Cheap Flights London and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, Cheap Flights London base management marketing takes over. The process Cheap Flights London for base management shifts the marketer to building a Cheap Flights London relationship, nurturing the links, enhancing the benefits that sold the buyer in the Cheap Flights London 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 four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to Cheap Flights London buy something they don't want is extremely Cheap Flights London expensive and seldom Cheap Flights London successful. Marketers Cheap Flights London depend on insights from marketing Cheap Flights London research, both formal and informal, to determine what consumers want and Cheap Flights London what they Cheap Flights London are willing to pay for. Marketers hope that Cheap Flights London this process will Cheap Flights London give them a sustainable competitive advantage. Marketing management is the practical application of this Cheap Flights London process. The offer is also an important Cheap Flights London addition to Cheap Flights London the 4P's theory.
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 to the Chief Executive Officer.
The American Marketing Association Cheap Flights London (AMA) states, �Marketing is the activity, set Cheap Flights London of institutions, and Cheap Flights London processes for creating, communicating, Cheap Flights London delivering, and exchanging offerings that have Cheap Flights London value for customers, clients, partners, and society at large.".
Marketing methods are Cheap Flights London informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also Cheap Flights London a Cheap Flights London small, but 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 Cheap Flights London area Cheap Flights London of Cheap Flights London activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
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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 ways of doing this: the customer-driven approach, the sense of identifying market changes Cheap Flights London and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic Cheap Flights London marketing decisions. No Cheap Flights London strategy Cheap Flights London is pursued until it passes the Cheap Flights London test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The Cheap Flights London starting point is always the consumer. The rationale for this approach is Cheap Flights London that there is no point spending R&D funds developing products that people Cheap Flights London will not buy. History attests to many Cheap Flights London products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this Cheap Flights London customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system Cheap Flights London is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the Cheap Flights London well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the Cheap Flights London company pursues product innovation, then tries to Cheap Flights London develop a market for the product. Product innovation drives the Cheap Flights London process and marketing research is conducted primarily to ensure that a profitable market Cheap Flights London segment(s) Cheap Flights London exists for the innovation. The rationale is that customers may not know what options will be available to them in the Cheap Flights London future so we should not expect them to tell us what Cheap Flights London they will buy in Cheap Flights London the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, Cheap Flights London marketers must ensure that they have a varied and multi-tiered Cheap Flights London approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather Cheap Flights London than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on Cheap Flights London product innovation Cheap Flights London (Such as Nintendo who constantly change the way Cheap Xanax Video Cheap Flights London games are played). Many purists doubt whether this is really a form Cheap Flights London of marketing orientation at all, because of the ex post status of consumer Cheap Flights London research. Some even question whether Cheap Flights London it is marketing. |
