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Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once Cheap Portable Mp3 Player a marketer has converted the prospective buyer, base management marketing takes over. The Cheap Portable Mp3 Player process for base management shifts the marketer to building a relationship, Cheap Portable Mp3 Player 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.
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The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, Cheap Portable Mp3 Player and Cheap Portable Mp3 Player processes for creating, communicating, delivering, Cheap Portable Mp3 Player and exchanging offerings that have value for customers, clients, partners, and society Cheap Portable Mp3 Player at large.".
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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 a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the Cheap Portable Mp3 Player well-known 4Ps supply side model (product, price, place, promotion) of marketing Cheap Books Online management.
In a product innovation approach, the company pursues product innovation, then tries Cheap Portable Mp3 Player to develop a market for the product. Cheap Discount Cigarettes 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 Cheap Portable Mp3 Player to them in Cheap Portable Mp3 Player the future so we should not expect them to tell us what they will buy Cheap Portable Mp3 Player in the future. However, marketers can aggressively over-pursue product innovation 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 Cheap Portable Mp3 Player to product innovation. It is claimed that if Thomas Edison depended on Cheap Duvet Covers marketing research he would have produced larger candles rather Cheap Portable Mp3 Player than inventing light Cheap Hols bulbs. Many firms, such as research and development focused companies, successfully focus on Cheap Portable Mp3 Player product innovation (Such as Cheap Portable Mp3 Player Nintendo who constantly change the way Cheap Portable Mp3 Player Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of Cheap Portable Mp3 Player the ex post status of consumer research. Some even question whether it is marketing. |
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