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