A market-focused, or customer-focused, Airfare Cheap Cheap Travel organization first determines what its potential customers desire, and Airfare Cheap Cheap Travel then builds the product or service. Marketing theory and practice is justified in the belief that customers use Airfare Cheap Cheap Travel a product or service because they have a need, or because it provides a perceived benefit.
Two major Airfare Cheap Cheap Travel factors of marketing are the recruitment of new customers (acquisition) Airfare Cheap Cheap Travel and the retention and expansion of relationships with existing customers (base management). Once 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 Airfare Cheap Cheap Travel in the first place, and improving Airfare Cheap Cheap Travel the Airfare Cheap Cheap Travel product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, Airfare Cheap Cheap Travel the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market Airfare Cheap Cheap Travel segment to buy something they don't want is Airfare Cheap Cheap Travel extremely expensive and seldom successful. Marketers depend on Airfare Cheap Cheap Travel insights from marketing research, both formal and informal, to Airfare Cheap Cheap Travel determine what consumers want and what they are willing Airfare Cheap Cheap Travel to pay for. Airfare Cheap Cheap Travel Marketers hope that this Airfare Cheap Cheap Travel process will give them a sustainable Airfare Cheap Cheap Travel competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.
Within Airfare Cheap Cheap Travel most organizations, the Airfare Cheap Cheap Travel activities encompassed by Airfare Cheap Cheap Travel the marketing function Airfare Cheap Cheap Travel are led Airfare Cheap Cheap Travel by a Vice President or Director of Marketing. A growing number of organizations, especially large Airfare Cheap Cheap Travel US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
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The American Marketing Association (AMA) Airfare Cheap Cheap Travel states, �Marketing is the activity, set of institutions, 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 Airfare Cheap Cheap Travel psychology, sociology, and economics. Anthropology is also a small, Airfare Cheap Cheap Travel but growing influence. Market research underpins 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 Airfare Cheap Cheap Travel an Airfare Cheap Cheap Travel area of activity infamous for re-inventing itself and its vocabulary Airfare Cheap Cheap Travel according to Airfare Cheap Cheap Travel the times and the culture.
Many companies today Airfare Cheap Cheap Travel have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the Airfare Cheap Cheap Travel customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven Airfare Cheap Cheap Travel approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is Airfare Cheap Cheap Travel pursued until it passes the test of consumer research. Every aspect of Airfare Cheap Cheap Travel 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 that there Airfare Cheap Cheap Travel is no point spending R&D funds developing products that people Airfare Cheap Cheap Travel will not buy. History attests to many products that were commercial failures Airfare Cheap Cheap Travel in spite of being Airfare Cheap Cheap Travel technological breakthroughs.
A formal approach to this customer-focused marketing is Airfare Cheap Cheap Travel known Airfare Cheap Cheap Travel as SIVA[3] (Solution, Information, Value, Access). Airfare Cheap Cheap Travel This system is basically the four Ps renamed and reworded to provide a customer focus.
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The Airfare Cheap Cheap Travel SIVA Model provides a demand/customer centric Airfare Cheap Cheap Travel version alternative to Airfare Cheap Cheap Travel the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a Airfare Cheap Cheap Travel product innovation approach, the company pursues product innovation, then tries to develop Airfare Cheap Cheap Travel 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. Airfare Cheap Cheap Travel The rationale Airfare Cheap Cheap Travel is that customers may not know what options will Airfare Cheap Cheap Travel be available to them in the future so Airfare Cheap Cheap Travel we Airfare Cheap Cheap Travel should not expect them Airfare Cheap Cheap Travel to tell Airfare Cheap Cheap Travel us what they will Airfare Cheap Cheap Travel 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 innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light Airfare Cheap Cheap Travel bulbs. Many Airfare Cheap Cheap Travel firms, such as research and development focused companies, successfully focus on product innovation (Such as Airfare Cheap Cheap Travel Nintendo who constantly change the way Video games are played). Many purists doubt Airfare Cheap Cheap Travel whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
