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 Cheap Air Ticket Hong Kong customers use a product or Cheap Air Ticket Hong Kong service Cheap Air Ticket Hong Kong because they have a need, or because it provides a perceived benefit.
Two major factors of marketing are Cheap Air Ticket Hong Kong the recruitment Cheap Air Ticket Hong Kong of new Cheap Air Ticket Hong Kong customers (acquisition) and the Cromartyshire Cheap Loan retention and expansion of relationships with existing customers (base management). Once Damp Proofing Cheap Loan England a marketer Cheap Air Ticket Hong Kong has converted the prospective buyer, base management marketing takes over. The Cheap Air Ticket Hong Kong process for base Cheap Air Ticket Hong Kong management shifts the marketer to building Cheap Air Ticket Hong Kong a relationship, Cheap Air Ticket Hong Kong 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 Air Ticket Hong Kong mix of the four "Ps" must reflect the wants and desires of the Cheap Air Ticket Hong Kong consumers or Shoppers in the target market. Trying to convince a market segment to buy something they Cheap Air Ticket Hong Kong don't want Cheap Air Ticket Hong Kong is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they Cheap Air Ticket Hong Kong are willing to pay for. Marketers hope that this Cheap Air Ticket Hong Kong process will give them a sustainable Cheap Air Ticket Hong Kong competitive advantage. Marketing management is the practical application Cheap Air Ticket Hong Kong of this process. The Cheap Air Ticket Hong Kong offer is also an important addition to the 4P's theory.
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Within most organizations, the activities encompassed by the marketing function are led Cheap Air Ticket Hong Kong by a Vice President or Cheap Air Ticket Hong Kong Director of Marketing. A growing number Cheap Air Ticket Hong Kong of Cheap Air Ticket Hong Kong organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Cheap Air Ticket Hong Kong Chief Cheap Air Ticket Hong Kong Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, Cheap Air Ticket Hong Kong 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 Cheap Air Ticket Hong Kong psychology, Cheap Air Ticket Hong Kong sociology, and economics. Anthropology is also a small, Cheap Halloween Decor 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 Cheap Air Ticket Hong Kong extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to 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 ways of doing this: Cheap P225 75r16 Tires the customer-driven Asian Air Travel Cheap Ticket approach, the sense of identifying market Cheap Air Ticket Hong Kong changes and the product innovation approach.
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In Cheap Air Ticket Hong Kong the consumer-driven approach, consumer wants are the Cheap Air Ticket Hong Kong drivers of all Kitchen Cheap Loans strategic marketing decisions. No strategy is pursued until it Buy Cheap Ramipril And Side Effect passes Cheap Air Ticket Hong Kong the 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 starting point is always the consumer. The rationale for this Cheap Air Ticket Hong Kong approach is that there is no point spending R&D Cheap Bariatric Surgery Mexico funds developing products that people Car Insurance List Nyc Cheap Insurence will not buy. History attests to many products that were commercial failures in spite of being Cheap Business Cards Online technological breakthroughs.
A formal approach to this customer-focused marketing is known Cheap Air Ticket Hong Kong as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus.
The Cheap Air Ticket Hong Kong SIVA Model provides a demand/customer centric 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 Cheap Air Ticket Hong Kong the Cheap Air Ticket Hong Kong product. Cheap Air Ticket Hong Kong Product innovation drives the process and marketing research is conducted primarily Cheap Air Ticket Hong Kong to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not Cheap Hotel Central London know what options will be available Cheap Air Ticket Hong Kong to Cheap Air Ticket Hong Kong them in Cheap Air Ticket Hong Kong the future so we should Cheap Air Ticket Hong Kong not expect them to tell us what they will buy in the Cheap Air Ticket Hong Kong future. Cheap Air Ticket Hong Kong However, marketers can aggressively over-pursue product innovation Cheap Air Ticket Hong Kong and try to Cheap Air Ticket Hong Kong overcapitalize on a niche. When pursuing a product Cheap Air Ticket Hong Kong innovation approach, marketers Cheap Air Ticket Hong Kong must ensure that they have a varied and multi-tiered approach Cheap Air Ticket Hong Kong to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced Cheap Air Ticket Hong Kong larger candles rather Cheap Air Ticket Hong Kong than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus Cheap Air Ticket Hong Kong on product innovation (Such Cheap Air Ticket Hong Kong as Nintendo who Cheap Air Ticket Hong Kong constantly change the way Video games are played). Many Cheap Air Ticket Hong Kong purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer Cheap Air Ticket Hong Kong research. Some even question whether it is marketing. |
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