A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified Cheap Computer Ubuntu in the belief that customers use a product 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 Computer Ubuntu (acquisition) Cheap Computer Ubuntu and Cheap Computer Ubuntu the retention and expansion of relationships with existing customers (base management). Cheap Computer Ubuntu Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the Cheap Computer Ubuntu Cheap Daily German Train Fares marketer to building a relationship, nurturing Cheap Computer Ubuntu the links, enhancing the benefits that sold the buyer in Cheap Computer Ubuntu the Cheap Computer Ubuntu first place, Cheap Computer Ubuntu and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the four Cheap Computer Ubuntu "Ps" must Cheap Computer Ubuntu reflect the wants and desires of the consumers or Shoppers Cheap Computer Ubuntu in Cheap Computer Ubuntu the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights Cheap Computer Ubuntu from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive Cheap Computer Ubuntu advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's Cheap Computer Ubuntu 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 companies, have a Chief Marketing Cheap Computer Ubuntu Officer position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is Cheap Computer Ubuntu the activity, set of Cheap Computer Ubuntu institutions, and processes for Cheap Computer Ubuntu 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 psychology, sociology, and economics. Cheap Computer Ubuntu Anthropology is also a small, but growing influence. Market research underpins these activities. Cheap Computer Ubuntu Through advertising, it is also related to many of the creative arts. Marketing is a wide Cheap Computer Ubuntu and heavily interconnected subject with extensive publications. It is also Cheap Computer Ubuntu an area of Cheap Computer Ubuntu activity infamous for re-inventing itself and Cheap Computer Ubuntu its Cheap Computer Ubuntu vocabulary according to the Cheap Computer Ubuntu times and the Cheap Computer Ubuntu culture.
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Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Cheap Computer Ubuntu Generally there are three Cheap Computer Ubuntu 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 all strategic marketing decisions. No strategy is pursued until it passes the test Cheap Computer Ubuntu 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 Cheap Computer Ubuntu point is Cheap Computer Ubuntu always the consumer. Cheap Computer Ubuntu The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial Cheap Family Accomodation In Sydney Cbd failures in spite of being Cheap Computer Ubuntu technological breakthroughs.
A formal approach to this customer-focused marketing is known Cheap Computer Ubuntu as Cheap Computer Ubuntu SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide Cheap Computer Ubuntu a customer focus.
The Cheap Computer Ubuntu SIVA Model provides a demand/customer centric version alternative Cheap Computer Ubuntu to the well-known Cheap Computer Ubuntu 4Ps supply side model (product, price, place, Cheap Computer Ubuntu promotion) Cheap Computer Ubuntu of marketing Cheap Computer Ubuntu management.
In a product innovation approach, the company pursues Cheap Computer Ubuntu product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research Cheap Computer Ubuntu is conducted primarily to ensure that Cheap Computer Ubuntu a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available Cheap Computer Ubuntu to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers Cheap Computer Ubuntu can aggressively over-pursue product innovation Cheap Computer Ubuntu and try to Cheap Computer Ubuntu overcapitalize on a niche. When pursuing Cheap Computer Ubuntu 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 bulbs. Many firms, such Cheap Computer Ubuntu as research and development focused companies, successfully focus on product innovation (Such Cheap Computer Ubuntu as Nintendo who constantly change the way Video games are Cheap Computer Ubuntu played). Many purists doubt Cheap Computer Ubuntu whether this is really a form of marketing orientation at all, because Cheap Computer Ubuntu of the ex post status of consumer research. Some even question whether it is marketing. |
