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, Cheap Tickets Airline or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of Cheap Tickets Airline new customers (acquisition) and the retention and Cheap Tickets Airline expansion of relationships with existing customers (base management). Cheap Tickets Airline Once a Cheap Tickets Airline marketer has converted the prospective buyer, base management marketing takes over. The process for Cheap Tickets Airline base management shifts the marketer to building a relationship, nurturing the links, enhancing Cheap Tickets Airline 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 marketing plan to Cheap Tickets Airline be successful, the mix of the Cheap Tickets Airline four "Ps" must reflect the wants and desires of the consumers or Cheap Tickets Airline Shoppers in the target Cheap Tickets Airline market. Trying to convince Cheap Tickets Airline a market segment to buy Cheap Flights Auckland To Wellington something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers Cheap Tickets Airline want and what they are willing to Cheap Tickets Airline pay for. Marketers Cheap Tickets Airline hope that Cheap Tickets Airline this process will give them a sustainable Cheap Tickets Airline competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.
Within most organizations, Cheap Tickets Airline the activities encompassed by the marketing function are Cheap Tickets Airline led by a Vice President or Director of Marketing. Cheap Tickets Airline A Cheap Tickets Airline growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting Cheap Tickets Airline 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 value for customers, clients, Cheap Tickets Airline 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 Cheap Tickets Airline is Cheap Tickets Airline also related to Cheap Tickets Airline many of the creative arts. Marketing is Cheap Tickets Airline a wide and Cheap Overseas Flights heavily interconnected subject with Cheap Girls Romania extensive publications. Cheap Tickets Airline It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today have Cheap Tickets Airline a customer focus (or customer orientation). Cheap Tickets Airline This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing Cheap Tickets Airline this: the customer-driven approach, the sense of identifying market changes and the product innovation 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 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 people will not buy. History attests to many products that were commercial failures in spite of being Cheap Tickets Airline technological Cheap Tickets Airline breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system Cheap Tickets Airline is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides Cheap Tickets Airline a demand/customer centric version alternative to the Cheap Tickets Airline well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues Cheap Obsession Perfume product innovation, then tries Cheap Tickets Airline to develop a market for the product. Product innovation drives the Cheap Tickets Airline process and marketing research Cheap Tickets Airline is conducted primarily to ensure Cheap Tickets Airline that a profitable market segment(s) Cheap Tickets Airline exists for the innovation. The rationale is that customers may not know Cheap Tickets Airline what options will be available to them in Cheap Tickets Airline the future so we should not expect them to tell us Cheap Tickets Airline what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to Cheap Tickets Airline overcapitalize on a niche. Cheap Tickets Airline When pursuing a product innovation approach, marketers must ensure Cheap Adult Diapers that they Cheap Tickets Airline have Cheap Tickets Airline a varied and multi-tiered approach to Cheap Tickets Airline product innovation. It is Cheap Tickets Airline claimed that if Thomas Edison depended on marketing research he would have Cheap Tickets Airline produced larger candles rather Cheap Tickets Airline than inventing light bulbs. Cheap Tickets Airline Many firms, Cheap Tickets Airline such as research and Cheap Flights To Usa From Canada development focused companies, successfully focus on product Cheap Tickets Airline innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt Cheap Tickets Airline whether this is really a form of marketing orientation Cheap Tickets Airline at all, because of the ex post status of Cheap Tickets Airline consumer research. Some even question Cheap Tickets Airline whether it is marketing. |
