A market-focused, or customer-focused, organization first determines what its Cheap Valium potential customers Cheap Valium desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because they Cheap Valium have a need, Cheap Valium or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention Cheap Valium and expansion of relationships with existing customers (base management). Cheap Valium Once a marketer has converted the prospective buyer, base management marketing takes over. The process for Cheap Valium base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in Cheap Valium the first place, and improving the product/service continuously to protect Cheap Valium the business from competitive encroachments.
For a marketing plan to be successful, the Cheap Valium mix Cheap Valium of the four "Ps" must reflect the wants and desires of the consumers Cheap Valium or Shoppers in the target market. Trying to convince a market segment to Cheap Phentermine Online buy something they don't want is extremely expensive and seldom successful. Cheap Valium Marketers depend on insights from marketing research, both formal and informal, to Cheap Valium determine what consumers want and what they are willing to pay for. Cheap Valium Marketers hope that this Cheap Valium process will give Cheap Valium them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the Cheap Valium 4P's theory.
Within most organizations, the activities encompassed by the marketing Cheap Valium function Cheap Valium are led by a Vice Cheap Valium President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer Cheap Valium position, reporting to the Chief Cheap Valium Executive Officer.
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The American Cheap Valium Marketing Association (AMA) states, �Marketing is the activity, set of institutions, Cheap Valium and processes 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 social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research Cheap Valium underpins Cheap Valium these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also Cheap Valium an area of activity infamous for re-inventing itself and its vocabulary according to the times and Cheap Valium the culture.
Many companies today have Cheap Valium a customer focus (or customer orientation). This implies that the company focuses Cheap Valium its activities and products on consumer demands. Generally there are Cheap Valium three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product Cheap Valium innovation approach.
In the consumer-driven Cheap Valium approach, consumer wants are the Cheap Valium drivers of Cheap Valium all strategic marketing Cheap Valium decisions. No strategy is pursued until Cheap Valium it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, Cheap Valium is driven by the needs of Cheap Valium potential Cheap Valium consumers. The starting point is always the consumer. The rationale for this approach Cheap Camcorders is that there is Cheap Valium no Cheap Auto Rentals point spending R&D funds developing products that Cheap Valium people will not buy. History Cheap Fly attests to many products that were commercial Cheap Valium failures in spite Cheap Las Vegas Trips of being technological breakthroughs.
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A formal Cheap Valium approach to this Cheap Valium customer-focused marketing is known as SIVA[3] (Solution, Cheap Valium 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 Cheap Valium version alternative to the well-known 4Ps supply Cheap Valium side model (product, price, place, promotion) Cheap Valium of marketing management.
In a product innovation approach, the company Cheap Valium pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily Cheap Valium to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know Cheap Valium what options will be Cheap Valium available to them in the future so we should not expect them Cheap Valium 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 innovation approach, marketers must ensure Cheap Valium that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research Cheap Valium he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development Cheap Valium 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 Cheap Valium even question Cheap Sexy Halloween Costumes whether it is marketing. |
