A Air Cheap Ticket market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory Air Cheap Ticket and practice is justified in the belief Air Cheap Ticket that customers Air Cheap Ticket use a product or Air Cheap Ticket service Air Cheap Ticket because they have a Air Cheap Ticket need, or Air Cheap Ticket because it provides a perceived benefit.
Two Air Cheap Ticket major factors Air Cheap Ticket of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has Air Cheap Ticket converted the prospective buyer, base management marketing takes over. Air Cheap Ticket The process for base management Air Cheap Ticket shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service Air Cheap Ticket continuously to protect the business from competitive encroachments.
For Air Cheap Ticket 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 to convince a market segment to buy something they don't want is Air Cheap Ticket extremely expensive and seldom Air Cheap Ticket successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers Air Cheap Ticket want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application Air Cheap Ticket of this process. The offer is also an important addition to the 4P's Air Cheap Ticket theory.
Within most organizations, the activities encompassed by Air Cheap Ticket the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have Air Cheap Ticket a Air Cheap Ticket Chief Marketing Officer position, reporting to the Chief Executive Officer.
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The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and Air Cheap Ticket processes for creating, communicating, delivering, and exchanging offerings that have value for Air Cheap Ticket customers, clients, Air Cheap Ticket partners, and Air Cheap Ticket society at large.".
Marketing methods are informed by many of the social sciences, Air Cheap Ticket particularly psychology, sociology, Air Cheap Ticket and economics. Anthropology is also a small, Air Cheap Ticket Inexpensive Cheap Costa Rica Travel but Air Cheap Ticket growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and Air Cheap Ticket heavily interconnected subject with extensive publications. It is also an area Air Cheap Ticket 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 and products on Air Cheap Ticket consumer demands. Generally there Air Cheap Ticket are three ways of doing Air Cheap Ticket this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven Air Cheap Ticket 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 of the product itself, is driven by the needs Air Cheap Ticket of potential Air Cheap Ticket consumers. The starting point is always the consumer. The rationale for Air Cheap Ticket this approach is that there is no point spending R&D funds developing products that people Air Cheap Ticket will not buy. History attests to Air Cheap Ticket many products that were commercial Air Cheap Ticket failures in Air Cheap Ticket spite of being technological breakthroughs.
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A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps Air Cheap Ticket supply Air Cheap Ticket side model (product, price, place, promotion) of marketing management.
In a product innovation approach, Air Cheap Ticket Cheap Flights Florida London the company pursues product innovation, then tries to develop a market for the Air Cheap Ticket product. Product Air Cheap Ticket innovation drives Air Cheap Ticket the process and marketing research is Air Cheap Ticket conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The Air Cheap Ticket rationale is Air Cheap Ticket that customers may not know what options will be available to them in the future so we should not Air Cheap Ticket expect them Air Cheap Ticket 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 pursuing a product Air Cheap Ticket innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is Air Cheap Ticket claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than Air Cheap Ticket inventing light bulbs. Many firms, such as research Air Cheap Ticket 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 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. |
