A market-focused, or customer-focused, organization first determines what its Cheap Laptop Or Desktop potential customers Cheap Laptop Or Desktop desire, and then builds the product Cheap Laptop Or Desktop or service. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides a perceived benefit.
Two major factors Cheap Laptop Or Desktop of Cheap Laptop Or Desktop marketing are the recruitment of new customers (acquisition) Cheap Laptop Or Desktop and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, Cheap Laptop Or Desktop base management marketing Cheap Laptop Or Desktop takes over. The Cheap Laptop Or Desktop process Cheap Laptop Or Desktop for base management shifts the marketer to building a relationship, Cheap Big And Tall Clothing nurturing the links, enhancing the benefits Cheap Laptop Or Desktop that sold the buyer in the first place, Cheap Laptop Or Desktop and improving Cheap Laptop Or Desktop the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must Cheap Laptop Or Desktop reflect the Cheap Laptop Or Desktop wants Cheap Apartments In Philadelphia and Cheap Flights To Hong Kong For desires of Cheap Laptop Or Desktop the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and Cheap Laptop Or Desktop informal, to determine what consumers want and what they are willing to pay Cheap Laptop Or Desktop for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the Cheap Laptop Or Desktop practical application of this process. The offer Cheap Laptop Or Desktop is also an important addition to the 4P's theory.
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Within most organizations, Cheap Laptop Or Desktop the activities encompassed by the marketing function are 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 Cheap Laptop Or Desktop Executive Officer.
The American Marketing Association Cheap Laptop Or Desktop (AMA) states, �Marketing is Cheap Laptop Or Desktop the activity, set of institutions, and processes Cheap Laptop Or Desktop for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing methods are informed by many of the Cheap Laptop Or Desktop social sciences, particularly psychology, sociology, and economics. Anthropology is Cheap Laptop Or Desktop also a small, but growing influence. Market research underpins these activities. Through advertising, Cheap Laptop Or Desktop it is also related to Cheap Laptop Or Desktop many of the creative arts. Marketing is a wide and heavily Cheap Laptop Or Desktop interconnected subject 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 (or customer orientation). This implies that the company focuses its activities Cheap Laptop Or Desktop and products Cheap Laptop Or Desktop on consumer demands. Generally there are three ways of doing this: the customer-driven approach, Cheap Laptop Or Desktop the sense of identifying Cheap Laptop Or Desktop Cheap Contract Mobile Phones market changes and the product innovation approach.
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In the consumer-driven approach, consumer 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 Cheap Laptop Or Desktop of the product itself, is driven by the needs of potential consumers. The starting point is always the Cheap Laptop Or Desktop consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not Cheap Laptop Or Desktop buy. History attests to many products that were commercial failures in spite of Cheap Laptop Or Desktop being technological breakthroughs.
A formal approach to this Cheap Laptop Or Desktop customer-focused Cheap Laptop Or Desktop marketing is known as SIVA[3] (Solution, Information, Cheap Laptop Or Desktop Value, Access). This Cheap Laptop Or Desktop system Cheap Laptop Or Desktop is basically Cheap Laptop Or Desktop the four Ps renamed and reworded to provide a customer focus.
The Cheap Laptop Or Desktop SIVA Model provides a Cheap Laptop Or Desktop demand/customer centric version alternative to the well-known Cheap Sony Hvr-z1u 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Cheap Laptop Or Desktop Product innovation drives the process and 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 Cheap Laptop Or Desktop will be available to them in the future Cheap Laptop Or Desktop so we should not expect them to tell us what they will buy in the Cheap Laptop Or Desktop future. However, marketers can aggressively over-pursue product innovation and Cheap Laptop Or Desktop try to overcapitalize on a niche. When pursuing Cheap Laptop Or Desktop a product innovation approach, marketers must ensure Cheap Laptop Or Desktop that they have a varied and multi-tiered approach to product innovation. It Cheap Laptop Or Desktop is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light Cheap Laptop Or Desktop bulbs. Many firms, such Cheap Laptop Or Desktop as research and development focused companies, successfully focus on product innovation (Such as Nintendo who Cheap Laptop Or Desktop constantly change the way Video games are played). Many purists doubt whether this is really a Cheap Laptop Or Desktop form of marketing orientation at all, Vacations Cheap because of the ex post status of Cheap Laptop Or Desktop consumer research. Some even question whether it is marketing. |
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