A market-focused, or customer-focused, organization first determines what its potential Cheap Flights Krakow customers Cheap Flights Krakow desire, and then Cheap Flights Krakow builds the product or service. Marketing theory and practice is justified in the belief that Cheap Flights Krakow customers use a product or service because they have a need, or because it Cheap Flights Krakow provides a perceived benefit.
Two major factors of marketing are Cheap Flights Krakow the recruitment of new customers Cheap Flights Krakow (acquisition) and the Cheap Flights Krakow retention and expansion of relationships with existing customers (base management). Once a marketer Cheap Flights Krakow has converted the prospective buyer, base management marketing Cheap Flights Krakow takes over. The process for base management shifts Cheap Camping 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 to protect the business from competitive Cheap Flights Krakow encroachments.
For a marketing plan Cheap Flights Krakow to be successful, Cheap Flights Krakow the mix of the four "Ps" must reflect the wants Cheap Flights Krakow and desires Cheap Flights Krakow of the consumers or Shoppers in the target market. Trying to convince a Cheap Flights Krakow market segment to buy Cheap Flights Krakow something they don't want is Cheap Flights Krakow extremely expensive and seldom successful. Marketers depend on insights from marketing research, Cheap Flights Krakow both formal and informal, to determine what consumers want and what they Cheap Flights Krakow are willing to pay Cheap Flights Krakow for. Marketers hope that this process will give them a sustainable competitive advantage. Case Cheap Ipod Marketing management is the practical application of this process. Cheap Flights Krakow The offer is also an important addition to the 4P's theory.
Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US Cheap Flights Krakow companies, have a Chief Marketing Officer position, reporting Cheap Flights Krakow to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings Cheap Flights Krakow that have Cheap Flights Krakow value for customers, Cheap Flights Krakow clients, partners, and society at Need A Cheap Straw Hat large.".
Marketing methods are informed Cheap Flights Krakow by Cheap Flights Krakow many of the social Cheap Flights Krakow sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these Cheap Flights Krakow activities. Through advertising, it is Ontario Cheap Fast Internet also related to many of the creative arts. Marketing is a wide and Cheap Flights Krakow heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself Cheap Flights Krakow and its vocabulary according to the times and the culture.
Many companies today Cheap Flights Krakow have a customer focus (or customer orientation). This implies that the company focuses its activities and Cheap Flights Krakow products on consumer Cheap Flights Krakow demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the Cheap Flights Krakow product innovation approach.
In the consumer-driven approach, consumer wants are the Cheap Flights Krakow drivers of Cheap Flights Krakow all strategic marketing decisions. No strategy is pursued until it Cheap Used Book Stores 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 always the consumer. The rationale for this approach is Cheap Flights Krakow that there is no point spending Cheap Flights Majorca R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Cheap Flights Krakow 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 Flights Krakow alternative to the well-known 4Ps supply side model (product, price, place, Cheap Flights Krakow promotion) Cheap Flights Krakow of marketing management.
In a product innovation approach, the company pursues product Cheap Flights Krakow innovation, Cheap Flights Krakow then tries to Cheap Flights Krakow develop a market for the product. Product innovation drives the Cheap Flights Krakow process and marketing research is conducted primarily to ensure that a Cheap Flights Krakow profitable market segment(s) exists for the innovation. The rationale Cheap Flights Krakow is that customers may Cheap Flights Krakow not know what options will Cheap Flights Krakow 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 niche. When pursuing a Cheap Flights Krakow product innovation approach, marketers must ensure Cheap Flights Krakow that Cheap Flights Krakow they have a varied and Cheap Flights Krakow multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than Cheap Flights Krakow inventing light bulbs. Many firms, Cheap Flights Krakow such as 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 Krakow really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
