A market-focused, or Cheap Flights America Orlando customer-focused, organization first determines what Cheap Flights America Orlando its potential customers desire, and then builds the product or service. Cheap Flights America Orlando Marketing theory and practice is justified Cheap Flights America Orlando in the belief that customers use a product or service because they have a Cheap Flights America Orlando need, or because it provides a perceived Cheap Flights America Orlando benefit.
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For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying Cheap Flights America Orlando to convince a market segment to Cheap Flights America Orlando buy something they don't want is extremely expensive and seldom Cheap Flights America Orlando successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will Cheap Flights America Orlando give Cheap Flights America Orlando them a sustainable competitive advantage. Marketing management is the practical application of this process. The Cheap Flights America Orlando offer is also an Cheap Flights America Orlando important addition to the 4P's theory.
Within Cheap Flights America Orlando most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. Cheap Flights America Orlando A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to Cheap Flights America Orlando the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for Cheap Flights America Orlando creating, communicating, delivering, and exchanging offerings Cheap Flights America Orlando that have value for customers, clients, partners, and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and Cheap Flights America Orlando economics. Anthropology is also a Cheap Flights America Orlando small, but growing influence. Market Cheap Flights America Orlando research Cheap Flights America Orlando 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 area Cheap Flights America Orlando of activity infamous for re-inventing itself and its vocabulary according to the Cadillac Cheap Tires times and the culture.
Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and Cheap Flights America Orlando the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of Cheap Flights America Orlando all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is Cheap Flights America Orlando driven Cheap Flights America Orlando by the needs of Cheap Flights America Orlando potential consumers. The starting point Cheap Flights America Orlando 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 Cheap Flights America Orlando buy. History attests to many products that were commercial failures in Cheap Flights America Orlando spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically Cheap Flights America Orlando the Cheap Flights America Orlando four Ps renamed and reworded to Cheap Flights America Orlando provide a Cheap Flights America Orlando customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model Cheap Flights America Orlando (product, price, place, promotion) Cheap Flights America Orlando of marketing management.
In a product innovation approach, the company pursues product innovation, then tries to develop a Cheap Flights America Orlando market for the product. Product innovation drives the process and Cheap Flights America Orlando marketing research is conducted primarily to ensure that a profitable market segment(s) exists Cheap Flights America Orlando for the innovation. The rationale is Cheap Flights America Orlando 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 Cheap Flights America Orlando overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that Cheap Flights America Orlando they have a varied and multi-tiered approach to Cheap Flights America Orlando product innovation. It is claimed Cheap Flights America Orlando that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as Cheap Flights America Orlando research and development focused companies, Cheap Flights America Orlando successfully focus on product innovation (Such Cheap Flights America Orlando as Nintendo who constantly change the way Cheap Flights America Orlando Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of Cheap Flights America Orlando consumer research. Some even question whether it Cheap Flights America Orlando is marketing. Cheap Flights America Orlando |