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 Flights India Cheap justified in the belief that customers use Flights India Cheap a Cheap Biker Jewelry product Cheap Cars In Vegas or service because they have Flights India Cheap a need, or because it provides a perceived benefit.
Two major factors Flights India Cheap of marketing are the recruitment of new customers (acquisition) and the Cheap Flights Liverpool Paris retention and expansion of relationships Flights India Cheap with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing Flights India Cheap takes over. The process for base management Flights India Cheap shifts the marketer to building a relationship, nurturing the Flights India Cheap links, enhancing the benefits that sold the buyer in the first place, and improving the product/service Flights India Cheap continuously Flights India Cheap to protect the business from competitive Flights India Cheap encroachments.
For a marketing plan to be successful, the mix Cheap Day Product Trading of the four "Ps" Flights India Cheap must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something Flights India Cheap they Flights India Cheap don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing Flights India Cheap research, both formal and informal, to determine what consumers want and what they are willing to pay for. Flights India Cheap Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical Flights India Cheap application Flights India Cheap of this process. The offer is also an important addition to the Flights India Cheap 4P's theory.
|
Within most organizations, the activities encompassed Flights India Cheap by the marketing function are led Flights India Cheap by a Vice President or Director of Flights India Cheap Marketing. A growing number of organizations, especially large Flights India Cheap US companies, have a Flights India Cheap Chief Marketing Officer position, reporting to the Flights India Cheap Chief Flights India Cheap Executive Officer.
The American Marketing Flights India Cheap Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, Flights India Cheap and exchanging Flights India Cheap offerings that Flights India Cheap have value for customers, clients, partners, and society at large.".
Marketing Flights India Cheap methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but Flights India Cheap growing influence. Market research underpins these Flights India Cheap activities. Through advertising, it is also related to many of the Flights India Cheap creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and Flights India Cheap its vocabulary according to the times and the culture.
Many companies today have a customer focus (or Flights India Cheap customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing Flights India Cheap this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven Flights India Cheap approach, consumer wants are the drivers Flights India Cheap of all strategic marketing decisions. No strategy Flights India Cheap is pursued until it passes the test of consumer research. Every aspect of a Flights India Cheap 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 approach is that there is no point spending Flights India Cheap R&D funds developing products that people will not buy. History attests to many products that were commercial failures Flights India Cheap in spite of being technological breakthroughs.
|
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Flights India Cheap Information, Value, Access). This system is Flights India Cheap basically the four Ps Flights India Cheap renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative Flights India Cheap 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 Flights India Cheap market for the product. Product Flights India Cheap innovation drives the process and marketing research is conducted primarily to Flights India Cheap ensure that a profitable market segment(s) 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 tell us what they will buy in the future. However, Flights India Cheap marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, Flights India Cheap marketers must ensure that they have a varied and multi-tiered Cheap Flights From Chicago To London approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such Flights India Cheap as Nintendo who constantly change the way Video Flights India Cheap games are played). Many purists doubt whether this is really Flights India Cheap a form of marketing orientation at all, because of Flights India Cheap the ex Flights India Cheap post status of Flights India Cheap consumer Flights India Cheap research. Some Vinyl Vehicle Graphics Cheap even question whether it is marketing. |
