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