A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and Air Cheap Malaysia Ticket practice is justified in the belief that customers use a product Air Cheap Malaysia Ticket or service because they have a need, or because Air Cheap Malaysia Ticket it provides a perceived benefit.
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For a marketing plan to be successful, Air Cheap Malaysia Ticket the mix of the four Air Cheap Malaysia Ticket "Ps" must reflect the wants Air Cheap Malaysia Ticket and desires of the consumers or Air Cheap Malaysia Ticket Shoppers in the target market. Trying to convince a market segment to buy Air Cheap Malaysia Ticket something they don't want is Air Cheap Malaysia Ticket extremely Air Cheap Malaysia Ticket expensive and seldom successful. Marketers depend on insights from marketing research, Air Cheap Malaysia Ticket both formal and informal, to Air Cheap Malaysia Ticket Cadillac Cheap Tires determine what consumers want and what they are Air Cheap Malaysia Ticket willing to pay Air Cheap Malaysia Ticket for. Marketers hope Air Cheap Malaysia Ticket 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 theory.
Within most organizations, the Air Cheap Malaysia Ticket activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A Air Cheap Malaysia Ticket growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting Air Cheap Malaysia Ticket to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and Air Cheap Malaysia Ticket processes for creating, communicating, delivering, and Air Cheap Malaysia Ticket exchanging offerings that have value for customers, clients, partners, Air Cheap Malaysia Ticket and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Air Cheap Malaysia Ticket Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of Air Cheap Malaysia Ticket the creative arts. Marketing is a wide and heavily interconnected Air Cheap Malaysia Ticket subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its Air Cheap Malaysia Ticket vocabulary Air Cheap Malaysia Ticket according to the Air Cheap Malaysia Ticket times and Air Cheap Malaysia Ticket the culture.
Many companies today Air Cheap Malaysia Ticket 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 the product innovation approach.
In the consumer-driven approach, consumer Air Cheap Malaysia Ticket wants are the drivers of 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 driven by the Air Cheap Malaysia Ticket needs of potential 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 Air Cheap Malaysia Ticket that people will not buy. Air Cheap Malaysia Ticket History attests to many products that Air Cheap Malaysia Ticket were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). Air Cheap Malaysia Ticket This Air Cheap Malaysia Ticket system is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model Cheap Flights America Orlando provides a demand/customer centric version Air Cheap Malaysia Ticket alternative to Air Cheap Malaysia Ticket the well-known 4Ps supply side model (product, price, place, promotion) of Air Cheap Malaysia Ticket marketing Air Cheap Malaysia Ticket management.
In a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product Air Cheap Malaysia Ticket innovation drives Air Cheap Malaysia Ticket the process and Air Cheap Malaysia Ticket marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options Air Cheap Malaysia Ticket will be available to them in the future so we should Air Cheap Malaysia Ticket 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 Air Cheap Malaysia Ticket pursuing a product Air Cheap Malaysia Ticket innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing Air Cheap Malaysia Ticket research Air Cheap Malaysia Ticket he would have produced larger candles rather Air Cheap Malaysia Ticket than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether Cheap Flights London Luton this is really Air Cheap Malaysia Ticket a form of marketing orientation at Air Cheap Malaysia Ticket all, because of the ex post status of consumer Air Cheap Malaysia Ticket research. Some even question whether Air Cheap Malaysia Ticket it is marketing. |