A market-focused, or customer-focused, organization first determines Cheap Hotels Greek Islands what its Cheap Hotels Greek Islands potential customers desire, Cheap Hotels Greek Islands and then builds Cheap Hotels Greek Islands the product or service. Marketing theory and practice is justified in the belief that customers use a product or Cheap Hotels Greek Islands service because they have a need, or because it provides a perceived benefit.
Two major factors of marketing are the Cheap Hotels Greek Islands recruitment of new customers (acquisition) and the retention and expansion of relationships with 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 to building a Cheap Insurance New Travel relationship, nurturing the links, enhancing Cheap Hotels Greek Islands the benefits that sold the buyer in the first place, and improving the product/service continuously to protect Cheap Hotels Greek Islands the business from competitive encroachments.
For a marketing plan to be successful, the mix of Cheap Hotels Greek Islands the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market Cheap Hotels Greek Islands segment Cheap Hotels Greek Islands 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 what consumers want and what they are willing Cheap Hotels Greek Islands to pay for. Marketers hope that this process will give Cheap Hotels Greek Islands them a sustainable competitive advantage. Marketing management Cheap Hotels Greek Islands is the Cheap Hotels Greek Islands practical application of this process. The offer is also an important Cheap Hotels Greek Islands addition to the 4P's theory.
Within most organizations, the activities encompassed by the marketing function are led Cheap Hotels Greek Islands by a Cheap Hotels Greek Islands Vice President or Cheap Hotels Greek Islands Director of Marketing. A growing number Cheap Hotels Greek Islands of organizations, Cheap Hotels Greek Islands especially large US companies, have a Chief Marketing Officer position, reporting Cheap Hotels Greek Islands to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing Cheap Hotels Greek Islands is the activity, set of institutions, and Cheap Hotels Greek Islands processes for creating, Cheap Car Audio Subwoofers communicating, delivering, and Cheap Hotels Greek Islands exchanging offerings that have Cheap Hotels Greek Islands value for customers, clients, partners, and society at large.".
Marketing Cheap Hotels Greek Islands methods are informed by Cheap Hotels Greek Islands many of Cheap Hotels Greek Islands the social sciences, Cheap Hotels Greek Islands particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these Cheap Hotels Greek Islands activities. Through advertising, it is Cheap Hotels Greek Islands also related to many of the creative arts. Marketing is a wide and heavily interconnected subject Cheap Hotels Greek Islands with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today have a customer focus Cheap Hotels Greek Islands (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 Cheap Hotels Greek Islands market changes and the product innovation approach.
In Cheap Hotels Greek Islands the consumer-driven Cheap Insurance High Risk Drivers approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued Cheap Hotels Greek Islands 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 Cheap Hotels Greek Islands needs of potential consumers. The starting point is Cheap Cars Malaga always Cheap Hotels Greek Islands the consumer. The rationale Cheap Hotels Greek Islands for this approach is that there is no point spending R&D funds Cheap Hotels Greek Islands developing products that people will not buy. History attests to many Cheap Hotels Greek Islands products that were commercial Cheap Hotels Greek Islands failures in spite of being technological breakthroughs.
A formal approach to Cheap Hotels Greek Islands this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). Cheap Hotels Greek Islands This system is basically Cheap Hotels Greek Islands the four Ps renamed and Cheap Hotels Greek Islands reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company Cheap Hotels Greek Islands pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a Cheap Hotels Greek Islands profitable market segment(s) exists for the Cheap Hotels Greek Islands innovation. The rationale is that customers may not know what options will be available to them in the future so we should Cheap Playstation Cables not expect them to tell us what they will buy in the future. However, marketers can Cheap Hotels Greek Islands aggressively over-pursue product innovation and try Cheap Hotels Greek Islands to overcapitalize on a niche. When pursuing a product 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 research he Cheap Hotels Greek Islands would have produced larger candles rather than inventing light bulbs. Many firms, such Cheap Hotels Greek Islands as research and development focused companies, successfully focus Cheap Holidays To Turkey In June on Cheap Hotels Greek Islands product innovation (Such as Nintendo who constantly change the way Cheap Hotels Greek Islands Cheap Air Fares To Mauritius Video games Cheap Hotels Greek Islands are Cheap Hotels Greek Islands played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. Cheap Hotels Greek Islands |
