A market-focused, Cheap Fire Logs or customer-focused, organization first determines what its potential customers desire, and Cheap Health Insurance Plans then builds the product or service. Cheap Health Insurance Plans Marketing theory and Cheap Health Insurance Plans practice is justified in the belief that customers use a product or service because they have a Cheap Health Insurance Plans need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with Cheap Health Insurance Plans existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer Cheap Health Insurance Plans to building a relationship, nurturing Cheap Health Insurance Plans the links, enhancing the benefits that sold Cheap Health Insurance Plans the buyer in the first place, and improving the product/service continuously to protect Cheap Health Insurance Plans the business from competitive encroachments.
For a marketing plan to be successful, the mix of Cheap Ticket Train Travel the Cheap Health Insurance Plans four "Ps" must Cheap Health Insurance Plans reflect the wants and desires of the Cheap Health Insurance Plans consumers or Shoppers in Get Cheap Auto Insurance Drivers Violations the target market. Trying to convince a market Cheap Health Insurance Plans segment to buy something they don't want is extremely expensive and Cheap Health Insurance Plans seldom successful. Marketers depend on Cheap Health Insurance Plans insights from Cheap Health Insurance Plans marketing research, both formal and informal, to determine what consumers want and Cheap Health Insurance Plans 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 is also an important addition to the 4P's Accessory Car Exterior Auto Cheap Insurance theory.
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Within most organizations, the Cheap Health Insurance Plans activities encompassed by the marketing function are Cheap Health Insurance Plans 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 creating, communicating, delivering, and Cheap Health Insurance Plans exchanging offerings that have value for customers, clients, partners, and society Cheap Lodging Travel at large.".
Marketing methods are Cheap Health Insurance Plans informed by many Ipod Cables Cheap of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins Cheap Health Insurance Plans these activities. Through advertising, it is Cheap Health Insurance Plans also related to many of the creative arts. Marketing is Cheap Health Insurance Plans a wide and heavily interconnected subject Cheap Health Insurance Plans with extensive Cheap Health Insurance Plans publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to Cheap Health Insurance Plans the times and the culture.
Many companies today have a Cheap Health Insurance Plans customer focus (or Cheap Health Insurance Plans customer orientation). This implies that Cheap Health Insurance Plans the company focuses its activities and products on consumer demands. Generally Cheap Health Insurance Plans there are three Cheap Health Insurance Plans ways Cheap Health Insurance Plans of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers Cheap Health Insurance Plans of all strategic marketing decisions. No strategy is pursued until it Cheap Health Insurance Plans passes the Cheap Health Insurance Plans test of consumer research. Cheap Health Insurance Plans Every aspect of a market offering, including the Cheap Health Insurance Plans nature of the product itself, is driven by the Cheap Health Insurance Plans needs of potential consumers. The starting point is always the consumer. The rationale for Cheap Health Insurance Plans this approach is that there is no point Cheap Health Insurance Plans spending R&D Cheap Health Insurance Plans funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Cheap Health Insurance Plans 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 alternative to the Cheap Health Insurance Plans well-known 4Ps supply side Cheap Health Insurance Plans model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then tries Cheap Health Insurance Plans to develop a market for the product. Cheap Health Insurance Plans Product innovation drives Cheap Health Insurance Plans the process and marketing research is Cheap Health Insurance Plans conducted primarily to ensure that a profitable market segment(s) exists for the Cheap Health Insurance Plans 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 Cheap Health Insurance Plans what they Cheap Health Insurance Plans will buy in the future. Cheap Health Insurance Plans However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing Cheap Health Insurance Plans a product innovation approach, marketers must ensure that they have a varied Cheap Health Insurance Plans and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he Cheap Health Insurance Plans would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus Cheap Health Insurance Plans on product innovation (Such as Nintendo who constantly change the way Video games are Cheap Health Insurance Plans played). Many purists doubt whether this is really a form of marketing Cheap Health Insurance Plans orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
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