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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or Cheap Computers service. Marketing theory and practice is justified in the belief that customers use a Cheap Computers product Cheap Computers or service because they have a need, or because it provides a perceived benefit. Two major factors of marketing are the Cheap Computers recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer Super Cheap Airplane Tickets has converted Cheap Computers 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 in the Cheap Computers first place, and improving the product/service continuously to protect Cheap Computers the business from competitive encroachments. For a marketing Cheap Computers plan to be successful, the mix of the four "Ps" must reflect the wants and desires of Cheap Computers the consumers or Shoppers in the target market. Cheap Computers Trying to convince a market segment to buy 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 want and what Cheap Computers they are willing to pay for. Marketers hope that this process Cheap Computerswill Cheap Computers give them a sustainable competitive advantage. Marketing management is the Cheap Computers practical application of this process. The Cheap Computers offer is also an important addition to the 4P's 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 Cheap Computers Marketing Officer position, reporting to the Chief Executive Officer. The Cheap Computers American Marketing Cheap Computers Association (AMA) states, �Marketing is the activity, Cheap Flight Zante set of institutions, and processes Cheap Computers for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, Cheap Computers 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 Cheap Computers growing influence. Market researchCheap Computersunderpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a Cheap Computers wide and heavilyCheap Computersinterconnected subject with extensive publications. It Cheap Computers is also an area of Cheap Computers activity Cheap Computers infamous for re-inventing itself and its vocabulary according to Cheap Computers the times and the culture. Many companies Cheap Computers today have a customer Cheap Computers focus (or customer orientation). This Cheap Computers implies that Cheap Computers the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the Cheap Computers 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 Cheap Computers strategy is pursued until Cheap Computers it passes Cheap Computers the test of consumer research. Every aspect of a market offering, including the Cheap Computers nature of the product itself, is driven by the Cheap Computers 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 technological breakthroughs. A Cheap Computers formal Cheap Computers Car Cheap Import approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This systemCheap Computersis basically the four Ps renamed and reworded Cheap Computers to provide a customer focus. The SIVA Model provides a demand/customer centric version Cheap Computers alternative to the well-known Cheap Computers 4Ps supply side model (product, price, place, promotion) of marketing Cheap Computers management. In a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing researchCheap Computersis conducted primarily to ensure that a profitable market segment(s) exists for the innovation. Cheap Computers The Cheap Computers rationale Cheap Computers is that customers may not know what options will be Cheap Computers available to Cheap Computers them in the Cheap Computers future so we should not Cheap Computers expect them to Cheap Computers tell us what they Cheap Viagra will buy in the future. However, marketers Cheap Halloween Costumes can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they haveCheap Computersa varied and multi-tiered approach Cheap Computers 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 as research Cheap Computers and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether Cheap Computers this is really a form of marketing orientation at all, because of the ex post Cheap Computers status of consumer research. Cheap Rental Cars Some even question whether it is marketing.Cheap Computers |