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