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 use a product or service because they have a need, or because it Cheap Obsession Perfume provides a perceived 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 Obsession Perfume a marketer has converted Cheap Obsession Perfume the prospective Cheap Obsession Perfume buyer, base management marketing takes over. Cheap Obsession Perfume The process for base management shifts the marketer to building a Cheap Obsession Perfume relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service Cheap Obsession Perfume continuously to protect the business from Cheap Flights Auckland To Wellington competitive encroachments.
For a marketing plan to be successful, the mix Cheap Obsession Perfume of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the Cheap Obsession Perfume target market. Trying to convince a market segment to buy something they don't want is extremely Cheap Obsession Perfume expensive Cheap Obsession Perfume and seldom successful. Marketers depend on insights from marketing Cheap Obsession Perfume 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 advantage. Marketing management Cheap Obsession Perfume is the practical application of this process. The offer is also Cheap Obsession Perfume an important addition to the 4P's theory.
Within most organizations, the activities encompassed Cheap Obsession Perfume by the Cheap Obsession Perfume marketing function are led by Cheap Obsession Perfume a Vice President or Director Cheap Obsession Perfume of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, Cheap Obsession Perfume reporting to the Chief Executive Officer.
|
The Cheap Obsession Perfume American Marketing Association Cheap Obsession Perfume (AMA) states, �Marketing is the activity, Cheap Obsession Perfume 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 psychology, sociology, and economics. Anthropology is also a Cheap Obsession Perfume small, but growing influence. Market research Cheap Overseas Flights underpins these activities. Through advertising, it Cheap Obsession Perfume is also related to many of the creative arts. Cheap Obsession Perfume Marketing is a Cheap Obsession Perfume wide and heavily interconnected Cheap Obsession Perfume subject with extensive publications. It is also an area Cheap Obsession Perfume of Cheap Obsession Perfume activity infamous for re-inventing itself and its Cheap Girls Romania vocabulary according to the times and Cheap Obsession Perfume the culture.
Many companies today 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 Cheap Obsession Perfume of doing this: the customer-driven approach, the sense of identifying Cheap Obsession Perfume market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of Cheap Obsession Perfume all strategic Cheap Obsession Perfume marketing decisions. No Cheap Obsession Perfume strategy is pursued until it passes the 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 rationale for this approach is that there is no point spending R&D funds developing products that Cheap Obsession Perfume people will not buy. History attests to many Cheap Obsession Perfume products Cheap Obsession Perfume that were commercial failures in spite of being technological breakthroughs.
|
A formal approach to this customer-focused marketing is known Cheap Obsession Perfume as SIVA[3] (Solution, Information, Value, Access). This system is basically Cheap Obsession Perfume the four Ps Cheap Obsession Perfume renamed and reworded to provide a customer focus.
The SIVA Model Cheap Obsession Perfume provides a demand/customer centric Cheap Obsession Perfume version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then tries to develop Cheap Obsession Perfume a market for Cheap Obsession Perfume the product. Product innovation drives the process and marketing research is conducted primarily Cheap Obsession Perfume 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 Cheap Obsession Perfume so Cheap Obsession Perfume we should Cheap Obsession Perfume not expect them to tell us what 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 innovation. It is claimed that if Thomas Edison depended on Cheap Obsession Perfume marketing research he would Cheap Obsession Perfume have produced larger candles Cheap Obsession Perfume rather than inventing light Cheap Obsession Perfume bulbs. Many firms, such as research and development focused companies, Cheap Obsession Perfume successfully focus Cheap Obsession Perfume on product innovation (Such as Nintendo who constantly Cheap Obsession Perfume change the way Video games are played). Many purists doubt Cheap Obsession Perfume whether this is really a form of marketing orientation at all, because of the ex Cheap Obsession Perfume post status Cheap Obsession Perfume of consumer research. Some even question whether it is marketing. |
