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