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 in the belief that customers Cheap Travel Sites use a product or service Cheap Travel Sites because they have a need, or because it provides a Cheap Travel Sites perceived benefit.
Two major factors Cheap Travel Sites of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer Cheap Travel Sites has converted the prospective buyer, Cheap Travel Sites base management marketing takes Cheap Travel Sites over. The Cheap Travel Sites process for base management shifts the marketer to building a relationship, nurturing the Cheap Travel Sites links, Cheap Travel Sites enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a Cheap Travel Sites marketing plan to be Cheap Travel Sites successful, the mix Cheap Travel Sites of the four "Ps" must reflect the wants and desires Cheap Travel Sites of the consumers or Shoppers in Cheap Travel Sites the target market. Trying to convince a market segment to buy something they Cheap Soma And Fioricet don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, Cheap Travel Sites both Cheap Travel Sites formal and informal, to determine what Cheap Travel Sites consumers want Cheap Travel Sites and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing Cheap Travel Sites management is the practical Cheap Travel Sites application of this process. The offer Cheap Travel Sites is also an important Cheap Travel Sites addition to the 4P's theory.
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Within most Cheap Travel Sites organizations, Cheap Travel Sites the activities encompassed by the marketing function are Cheap Travel Sites led Cheap Travel Sites by a Vice President or Cheap Travel Sites Director of Marketing. A growing number Cheap Travel Sites of organizations, especially large US companies, have a Chief Marketing Officer position, reporting 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 that have Cheap Travel Sites value Cheap Travel Sites for customers, clients, partners, and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and 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 Travel Sites creative Cheap Travel Sites arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area Cheap Travel Sites of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today have Cheap Travel Sites 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 Cheap Travel Sites customer-driven approach, the Cheap Travel Sites sense of identifying market changes and the product innovation Cheap Pet Meds approach.
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In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the Cheap Travel Sites 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 Cheap Travel Sites rationale for this approach is that Cheap Travel Sites there is no point spending 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 Cheap Travel Sites formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Cheap Travel Sites Value, Access). This system Cheap Travel Sites 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 well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company Buy Cheap Norvasc Side Effect pursues product innovation, then Cheap Travel Sites tries to develop a market for Cheap Costumes For Halloween Wholesale the product. Product innovation drives the process and Cheap Scrubs For Nurses marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may Cheap Travel Sites not know what options will be available to Cheap Travel Sites them in Cheap Travel Sites the future so we should not expect them to tell us what they will buy in the future. However, marketers Cheap Travel Sites can aggressively over-pursue product innovation Cheap Travel Sites and try to overcapitalize on a niche. When pursuing Cheap Travel Sites a product innovation approach, marketers Cheap Travel Sites must ensure that they have a varied and multi-tiered approach to product innovation. It Cheap Travel Sites is claimed that if Thomas Edison depended on Cheap Travel Sites marketing research he would have produced larger candles rather than inventing light bulbs. Cheap Travel Sites Many firms, such as research and development Cheap Travel Sites focused companies, successfully focus Very Cheap Textbooks on product innovation (Such as Nintendo who Cheap Travel Sites constantly change the way Video games are played). Many purists doubt whether this is really a form of Cheap Travel Sites marketing Cheap Travel Sites orientation at Cheap Travel Sites all, because of the ex post status Cheap Indoor Tanning Lotion of consumer research. Some even question whether it is marketing. |
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