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