A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product Cheap Air Travel Tickets or service. Marketing theory and practice Cheap Air Travel Tickets is justified in the belief that customers use a product Cheap Air Travel Tickets or service because they have a need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers Cheap Air Travel Tickets (acquisition) and the retention and expansion of relationships Cheap Air Travel Tickets with existing customers Cheap Air Travel Tickets (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The Cheap Air Travel Tickets process for base management 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 continuously Cheap Air Travel Tickets to protect the business from Cheap Air Travel Tickets competitive encroachments.
For a marketing plan to be successful, the mix of the four Cheap Air Travel Tickets "Ps" Cheap Air Travel Tickets must reflect the Cheap Air Travel Tickets wants and desires of Cheap Air Travel Tickets the consumers or Shoppers in the target market. Trying to convince a market segment to Cheap Air Travel Tickets buy Cheap Air Travel Tickets something they don't want is extremely Cheap Air Travel Tickets expensive and seldom successful. Marketers depend Cheap Air Travel Tickets on insights from marketing research, both Cheap Air Travel Tickets formal and informal, to determine Cheap Air Travel Tickets what consumers want and Cheap Air Travel Tickets what they are willing to pay for. Marketers Cheap Air Travel Tickets hope that this process will Cheap Air Travel Tickets 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 Cheap Air Travel Tickets theory.
Within most organizations, the activities encompassed Cheap Air Travel Tickets by Cheap Air Travel Tickets the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, Cheap Air Travel Tickets especially large US companies, have a 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 processes for Cheap Air Travel Tickets creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and Cheap Air Travel Tickets society at large.".
Marketing methods are informed by Cheap Air Travel Tickets many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, Cheap Air Travel Tickets it is also related to many of Cheap Air Travel Tickets the creative arts. Marketing is a Cheap Air Travel Tickets wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for Cheap Air Travel Tickets re-inventing itself and its vocabulary according to the times and the culture.
Many companies today have a customer focus (or customer Cheap Air Travel Tickets orientation). This implies that the Cheap Air Travel Tickets company focuses its activities and products Cheap Air Travel Tickets on consumer demands. Generally there Cheap Air Travel Tickets are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of Cheap Air Travel Tickets all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Cheap Air Travel Tickets Every aspect of a market offering, including the nature of the product itself, is driven by Cheap Air Travel Tickets the needs of potential consumers. The starting point is always the consumer. The rationale Cheap Air Travel Tickets for this approach is that there is no point spending Cheap Air Travel Tickets R&D funds developing products that people will not buy. History attests to many products that Cheap Air Travel Tickets were commercial failures in spite of being technological breakthroughs.
A formal Cheap Air Travel Tickets approach to this customer-focused marketing is known as SIVA[3] (Solution, Buy Cheap Longboards Information, Value, Access). This system is basically the four Ps renamed and reworded to provide Cheap Air Travel Tickets a customer focus.
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The SIVA Model provides a demand/customer centric version alternative to the well-known Cheap Air Travel Tickets 4Ps supply side model (product, price, place, Cheap Air Travel Tickets promotion) of marketing management.
In a product innovation approach, the Cheap Air Travel Tickets company pursues product innovation, then tries Cheap Air Travel Tickets to develop a market for the product. Product innovation drives Cheap Air Travel Tickets 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 they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a Cheap Air Travel Tickets niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Cheap Air Travel Tickets Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and Cheap Air Travel Tickets development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change Cheap Air Travel Tickets the way Video games Cheap Air Travel Tickets are played). Many purists doubt Cheap Air Travel Tickets whether this is really a form of Cheap Air Travel Tickets marketing orientation at all, because of the ex post status Cheap Air Travel Tickets of consumer research. Some even question whether Cheap Air Travel Tickets it is marketing. |
