A market-focused, or customer-focused, Cheap Vacations organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and Cheap Vacations practice is justified Cheap Vacations in Cheap Vacations the belief that customers Cheap Vacations use a product or service because Cheap Vacations they Cheap Vacations have Cheap Vacations a need, or because it provides a perceived benefit.
Two Cheap Vacations major factors Cheap Vacations of marketing are the recruitment of new customers (acquisition) and the retention and expansion of Cheap Vacations relationships with existing Cheap Vacations customers (base management). Once a marketer has converted 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 first place, and improving the product/service continuously to protect the business from Cheap Vacations competitive encroachments.
For a marketing Cheap Vacations plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Cheap Vacations Trying to convince a market segment to buy something Cheap Vacations they don't want is Cheap Vacations extremely expensive and seldom successful. Marketers Cheap Vacations depend Cheap Vacations on insights 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 advantage. Cheap Vacations Marketing management is the practical application of this process. The 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 Cheap Vacations companies, have a Chief Cheap Vacations Marketing Officer Cheap Vacations position, Cheap Vacations reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and Cheap Vacations processes for creating, communicating, delivering, and exchanging offerings that have value for Cheap Vacations customers, clients, partners, and society at large.".
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Marketing methods are Cheap Vacations informed by Cheap Textbooks many of the social sciences, particularly psychology, sociology, Cheap Gas and economics. Anthropology is also a small, but Cheap Vacations growing influence. Market research underpins these activities. Through advertising, it is also related to Cheap Vacations many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of Cheap Vacations activity infamous for re-inventing itself and its Cheap Vacations vocabulary according to the times Cheap Vacations and the culture.
Many companies today have a Cheap Vacations customer focus (or customer orientation). This Cheap Vacations implies that the company Cheap Student Airfares focuses its activities and products on consumer demands. Generally there Cheap Vacations are Cheap Vacations three ways of doing this: the customer-driven approach, the sense of Cheap Vacations 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 Cheap Vacations 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 Cheap Vacations of potential consumers. The starting point is always the consumer. The rationale for this approach is that Cheap Vacations there is no point spending R&D funds developing Cheap Vacations products that people will not buy. History attests Cheap Vacations to many products that were commercial failures in spite of being technological Cheap Vacations breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Cheap Ps renamed and reworded to provide a customer focus.
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The SIVA Model provides a Cheap Vacations demand/customer centric version alternative to the Cheap Vacations well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a Cheap Vacations product innovation approach, the company pursues product innovation, then tries to develop a market for Cheap Vacations the product. Product Cheap Vacations innovation drives the Cheap Vacations process and marketing research is conducted primarily to ensure that a profitable Cheap Vacations market segment(s) exists for the innovation. The rationale Cheap Vacations is that Cheap Books customers may not Cheap Vacations know what options will be available to them in the future so we should not Cheap Vacations expect them to tell us what they will buy in Cheap Vacations the future. However, Cheap Vacations marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product Cheap Checks innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product Cheap Furniture innovation. It is Cheap Vacations claimed that if Thomas Edison Cheap Nokia depended on marketing research he would have produced larger candles Cheap Vacations rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Cheap Vacations Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it Cheap Vacations is marketing. |
