A market-focused, or customer-focused, organization first determines what Cheap Youth Basketball Uniforms its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service Cheap Youth Basketball Uniforms because they have a need, or because it provides a Cheap Youth Basketball Uniforms perceived Cheap Youth Basketball Uniforms benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion Cheap Youth Basketball Uniforms of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base Cheap Youth Basketball Uniforms management shifts the marketer Cheap Youth Basketball Uniforms to building a relationship, nurturing the links, enhancing the benefits that sold the buyer Cheap Youth Basketball Uniforms in the first place, and improving the product/service continuously Cheap Youth Basketball Uniforms to Cheap Youth Basketball Uniforms protect the business Cheap Youth Basketball Uniforms from competitive encroachments.
For Cheap Youth Basketball Uniforms a marketing plan to be successful, the Cheap Youth Basketball Uniforms mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy Cheap Youth Basketball Uniforms something they Cheap Youth Basketball Uniforms don't want is extremely expensive and Cheap Youth Basketball Uniforms seldom successful. Marketers depend on insights from marketing research, both formal Cheap Youth Basketball Uniforms and informal, to Cheap Youth Basketball Uniforms determine Cheap Youth Basketball Uniforms what consumers want and what they are willing to pay for. Cheap Youth Basketball Uniforms Marketers hope that this process will give them a sustainable competitive advantage. Marketing Cheap Youth Basketball Uniforms management is the practical application of this process. The offer is also an important addition to the 4P's theory.
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Within most organizations, the activities encompassed by the marketing Cheap Youth Basketball Uniforms function are led by a Vice President or Director of Marketing. Cheap Youth Basketball Uniforms A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The Cheap Youth Basketball Uniforms American Marketing Association (AMA) states, �Marketing is the activity, Cheap Youth Basketball Uniforms set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have Cheap Youth Basketball Uniforms value for customers, clients, Cheap Youth Basketball Uniforms partners, and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also Cheap Youth Basketball Uniforms related to many of the creative arts. Marketing is a wide Cheap Youth Basketball Uniforms and heavily interconnected subject with extensive publications. It is also an Cheap Youth Basketball Uniforms area of activity Cheap Youth Basketball Uniforms infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today have a customer focus (or customer orientation). This implies that Cheap Youth Basketball Uniforms the company focuses its activities and products on consumer demands. Generally there Cheap Youth Basketball Uniforms are three ways of Cheap Youth Basketball Uniforms doing this: the customer-driven approach, the sense of identifying market changes and Cheap Youth Basketball Uniforms the product innovation Cheap Youth Basketball Uniforms approach.
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In the consumer-driven approach, Cheap Youth Basketball Uniforms consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test Cheap Youth Basketball Uniforms of Cheap Youth Basketball Uniforms consumer research. Every aspect of a market offering, Cheap Youth Basketball Uniforms including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for Cheap Youth Basketball Uniforms this approach is that there is no point spending R&D funds developing products that people will not Cheap Youth Basketball Uniforms buy. Cheap Youth Basketball Uniforms 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 Cheap Youth Basketball Uniforms as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Cheap Youth Basketball Uniforms Model provides a demand/customer Cheap Youth Basketball Uniforms centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a Cheap Youth Basketball Uniforms product innovation approach, Cheap Youth Basketball Uniforms the company pursues product innovation, then tries to develop a Cheap Youth Basketball Uniforms market for the Cheap Youth Basketball Uniforms product. Product innovation drives the process Cheap Youth Basketball Uniforms and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for Cheap Youth Basketball Uniforms the innovation. The rationale is that customers may not know Cheap Full Spectrum Bulbs what options Cheap Youth Basketball Uniforms will be available to them in the future Cheap Youth Basketball Uniforms so we should not expect them Cheap Youth Basketball Uniforms to tell us what they will buy in the future. However, marketers can aggressively over-pursue product Cheap Youth Basketball Uniforms innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered Cheap Youth Basketball Uniforms approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather 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 Cheap Trick She Will Be Loved Video games are played). Many Cheap Youth Basketball Uniforms 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 Cheap Youth Basketball Uniforms marketing. |
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