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Many companies today have a customer focus (or customer orientation). This implies that Cheap Airline Flights From To Michigan the company focuses its activities and products Cheap Airline Flights To Africa on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation Toronto Flights Cheap approach.
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A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to Cheap Airline Flights To Africa provide a customer focus.
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In a product innovation approach, the company pursues Cheap Airline Flights To Africa product innovation, Cheap Airline Flights To Africa then tries Cheap Airline Flights To Africa to 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 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 Airline Flights To Africa 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 that they have a varied and multi-tiered approach to product Cheap Airline Flights To Africa innovation. It is claimed Cheap Airline Flights To Africa that if Cheap Airline Flights To Africa Thomas Edison depended on marketing research he Cheap Airline Flights To Africa would Cheap Airline Flights To Africa have produced larger candles rather than inventing light bulbs. Many firms, such Cheap Airline Flights To Africa as Exercise Equiptment For Cheap research and development focused companies, successfully focus on product innovation (Such Cheap Airline Flights To Africa 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 Cheap Airline Flights To Africa research. Some even question whether it is marketing. |