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For a marketing plan to be successful, the mix of the four "Ps" must reflect Buy Cheap Junior Clothes the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing Buy Cheap Junior Clothes research, both Buy Cheap Junior Clothes formal and informal, to Buy Cheap Junior Clothes determine what consumers want and Buy Cheap Junior Clothes 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. The offer Buy Cheap Junior Clothes is also an important addition to the 4P's theory.
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Many companies today have Buy Cheap Junior Clothes a customer focus (or customer orientation). This Buy Cheap Junior Clothes implies that the company focuses its activities and products Buy Cheap Junior Clothes on Buy Cheap Junior Clothes consumer Buy Cheap Junior Clothes demands. Generally there are three ways Buy Cheap Junior Clothes of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
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The SIVA Model provides a demand/customer Buy Cheap Junior Clothes centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing Buy Cheap Junior Clothes management.
In a product innovation approach, the company pursues product innovation, Buy Cheap Junior Clothes then tries to develop a market for the product. 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 Buy Cheap Junior Clothes 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, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When Buy Cheap Junior Clothes pursuing a product innovation approach, marketers must ensure that they Buy Cheap Junior Clothes have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison Buy Cheap Junior Clothes depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as Buy Cheap Junior Clothes research and development focused companies, successfully focus Buy Cheap Junior Clothes on product innovation (Such as Nintendo who constantly change the way Video Buy Cheap Junior Clothes games are played). Many purists doubt whether this is really a form of marketing Buy Cheap Junior Clothes orientation at Buy Cheap Junior Clothes all, because of Buy Cheap Junior Clothes the ex post status of consumer research. Some even question whether it is marketing. |
