A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the Cheap Sailboats product or service. Marketing theory and practice is justified in the belief that customers Computer Cheap use a product or service because they have a Cheap Sailboats need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new Cheap Sailboats customers (acquisition) and the retention and expansion of relationships Cheap Sailboats with existing Cheap Sailboats customers (base management). Once a marketer has converted the prospective buyer, Cheap Sailboats base management marketing takes over. The process for base management shifts the marketer to building Cheap Sailboats a Cheap Sailboats relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving 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 reflect the wants and desires Cheap Sailboats Cheap Flight To South Africa of the consumers or Shoppers in Cheap Sailboats the target market. Trying to convince a market segment to buy something they Cheap Sailboats don't want is extremely expensive and seldom successful. Cheap Sailboats Marketers depend on insights from marketing research, both formal and informal, Cheap Sailboats to determine what consumers want and what they are willing to pay for. Marketers Cheap Sailboats hope that this process Cheap Flights Paris To Budapest will give them Cheap Sailboats a sustainable competitive advantage. Marketing Cheap Flights From Uk To Portugal management is the practical application Cheap Sailboats 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 function are led by Cheap Sailboats a Vice President or Director of Marketing. A growing number of Cheap Sailboats organizations, especially large US companies, have a Chief Cheap Sailboats Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, Cheap Sailboats set of institutions, and processes for creating, communicating, Cheap Sailboats delivering, and exchanging offerings that have value Cheap Sailboats for customers, clients, partners, and society at large.".
Marketing methods are informed by many of Cheap Sailboats the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research Cheap Sailboats underpins these Cheap Sailboats activities. Cheap Sailboats Through advertising, it is also related to many of the creative Cheap Sailboats arts. Marketing is a wide and Cheap Sailboats heavily interconnected subject with extensive publications. It is Cheap Sailboats also an area of activity infamous for re-inventing itself and its vocabulary Cheap Sailboats according Cheap Sailboats to the times and the Cheap Sailboats culture.
Many companies today have a customer focus (or customer orientation). This implies Cheap Sailboats Churchill Cheap Car Insurance that the company focuses its activities Cheap Sailboats and products on consumer demands. Generally Cheap Sailboats there are three ways of doing this: the customer-driven approach, the sense of identifying Cheap Sailboats market changes and the product innovation approach.
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In the consumer-driven approach, consumer wants are Search Cheap Flights Ein Europe the drivers of all strategic marketing decisions. No strategy Cheap Sailboats is Cheap Sailboats 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 of potential consumers. The starting point is Cheap Sailboats always the consumer. The rationale for this approach is that there is no point spending R&D Cheap Sailboats funds Cheap Sailboats developing products that people Cheap Sailboats will Cheap Sailboats not buy. History attests to many products that were Cheap Sailboats commercial failures in spite of being technological breakthroughs.
A formal Cheap Sailboats approach to this customer-focused Cheap Sailboats 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 Cheap Sailboats alternative to the well-known Cheap Sailboats 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then Cheap Sailboats tries to develop a market for Cheap Sailboats the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market Cheap Sailboats segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in the future Cheap Sailboats so we should not expect them Cheap Sailboats to tell us what they Cheap Sailboats will buy in the future. However, marketers can aggressively over-pursue product 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 Sailboats approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would Cheap Sailboats have produced larger candles rather than inventing Cheap Sailboats light bulbs. Many firms, such Cheap Sailboats as Cheap Sailboats research 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 Cheap Flights To Paris From Jfk really a form of marketing orientation at all, because of the ex post Cheap Snow Pants status Cheap Flights Moscow London of consumer research. Some even question whether it is marketing. |
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