A market-focused, or customer-focused, organization first Cheap Notebook Computer determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified Cheap Notebook Computer in the belief that customers use a product or service Cheap Notebook Computer because they have a Discount Airfares Cheap Discount Airfares need, or because it Cheap Notebook Computer provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the Cheap Notebook Computer retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts Cheap Notebook Computer the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the Cheap Notebook Computer product/service continuously to protect Cheap Notebook Computer the business from competitive encroachments.
For a marketing plan to be successful, the Cheap Notebook Computer mix of the four Free Cheap Discount Air Fares "Ps" must reflect the wants Cheap Notebook Computer and desires of the consumers or Shoppers in the target market. Trying to Cheap Notebook Computer convince a market segment to buy Cheap Notebook Computer something they don't want is extremely Cheap Notebook Computer Cheap Trips To London expensive and seldom successful. Marketers depend Cheap Notebook Computer on Cheap Notebook Computer insights from marketing research, both formal and informal, to determine what consumers want and Cheap Ideas Wedding Favors what they 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. Cheap Notebook Computer The 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 Cheap Notebook Computer led by a Vice President or Director Cheap Notebook Computer of Marketing. A Cheap Notebook Computer growing number of organizations, especially large US companies, have Cheap Notebook Computer a Cheap Notebook Computer Chief Marketing Officer position, reporting to the Chief Cheap Notebook Computer Executive Officer.
The American Cheap Notebook Computer Marketing Association (AMA) states, �Marketing is the activity, set of institutions, Cheap Notebook Computer and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing methods are informed by many Cheap Notebook Computer of the social Cheap Notebook Computer sciences, particularly psychology, sociology, and Cheap Notebook Computer economics. Cheap Notebook Computer Anthropology is also a Cheap Notebook Computer 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 Cars Pa area of activity Cheap Notebook Computer Cheap Tramadol Overnight infamous for re-inventing itself and its vocabulary according to the Cheap Laptops In Uk times and the culture.
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Many companies today have Cheap Notebook Computer a Cheap Notebook Computer customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally Cheap Notebook Computer there are three ways of doing this: the customer-driven approach, the sense of identifying market Cheap Notebook Computer changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing Cheap Notebook Computer decisions. No strategy is pursued until it passes the test of consumer research. Every aspect Cheap Notebook Computer of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always Cheap Notebook Computer the Cheap Notebook Computer Sony Vaio Computer Cheap Laptop consumer. The rationale for Cheap Notebook Computer this approach is that there is no Cheap Notebook Computer point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of Cheap Notebook Computer being technological Cheap Notebook Computer breakthroughs.
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 Cheap Notebook Computer alternative to Cheap Notebook Computer the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
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In a product innovation approach, the company pursues Cheap Notebook Computer product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research Cheap Notebook Computer is conducted primarily to ensure that a profitable market segment(s) Cheap Notebook Computer exists for the innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to Cheap Notebook Computer tell us what they will buy in the Cheap Notebook Computer future. However, marketers can Cheap Notebook Computer aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have Cheap Notebook Computer a varied Cheap Notebook Computer and multi-tiered approach to Cheap Notebook Computer product innovation. It is claimed that if Thomas Edison depended Cheap Notebook Computer on marketing research he would have Cheap Notebook Computer produced larger candles rather than inventing light bulbs. Many firms, Cheap Notebook Computer such as research and development focused companies, successfully focus on product innovation (Such as Cheap Notebook Computer Nintendo who constantly change the way Video games are played). Many purists doubt Cheap Notebook Computer whether this is really a form of marketing Cheap Business Class orientation Cheap Notebook Computer at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
