A market-focused, or customer-focused, organization first determines what its potential Cheap Textbooks customers desire, and then Cheap Gas builds the product or service. Marketing theory and practice is justified in the belief that customers Car Cheap Import use a product or service because they have a need, or because it Cheap Student Airfares provides a perceived benefit.
Two Car Cheap Import major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion Cheap of Car Cheap Import relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts Cheap Books the marketer to building a relationship, nurturing the links, enhancing the benefits Car Cheap Import that sold the buyer Car Cheap Import in the Car Cheap Import first place, and improving the product/service continuously Car Cheap Import to protect the business Car Cheap Import from competitive encroachments.
For a marketing plan Car Cheap Import to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely Car Cheap Import expensive and seldom successful. Marketers Car Cheap Import Cheap Checks depend Car Cheap Import on insights from marketing research, both formal and informal, to determine what consumers want and Car Cheap Import what they are Car Cheap Import willing to pay for. Marketers hope that this process will give them a sustainable competitive Car Cheap Import advantage. Marketing management is the practical application of this process. The offer is also an Car Cheap Import important addition to the 4P's theory.
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Within most organizations, the activities encompassed by the marketing function are led Car Cheap Import by a Vice Car Cheap Import President or Director of Marketing. A growing Car Cheap Import number of organizations, especially large US companies, have a Chief Marketing Officer Cheap Furniture position, reporting to the Chief Executive Car Cheap Import Officer.
The American Marketing Association (AMA) states, Cheap Nokia �Marketing is the activity, set Car Cheap Import 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 small, but growing influence. Market research Car Cheap Import underpins Car Cheap Import these activities. Through advertising, it is also related to many of the creative arts. Marketing is a Car Cheap Import wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and Car Cheap Import its vocabulary according to the times and 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 of Car Cheap Import doing Car Cheap Import this: the customer-driven approach, the sense of Car Cheap Import identifying market changes and the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers Car Cheap Import of all strategic marketing decisions. No strategy is pursued Car Cheap Import until it passes the test Car Cheap Import of Cheap Vacations consumer research. Every Car Cheap Import 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 Cheap Wedding Invitations for this approach is that there is no point spending R&D funds developing products Car Cheap Import that people will not buy. History attests to many products that were commercial failures Car Cheap Import in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Car Cheap Import Access). This system is Car Cheap Import basically the four Ps renamed and reworded Car Cheap Import to provide a customer focus.
The Car Cheap Import SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, Car Cheap Import price, Super Cheap Airplane Tickets place, promotion) Car Cheap Import of marketing management.
In Car Cheap Import a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Car Cheap Import Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable Car Cheap Import market segment(s) exists for the innovation. The rationale is that customers may not know what options Car Cheap Import will be available to them Car Cheap Import in the future so we should not Car Cheap Import expect them to Car Cheap Import tell us what they will buy in the future. However, marketers can aggressively over-pursue product Car Cheap Import innovation and try Car Cheap Import to overcapitalize on Car Cheap Import a niche. Car Cheap Import When Car Cheap Import pursuing a product innovation approach, Cheap Flight Zante marketers must Car Cheap Import ensure that they have Car Cheap Import a varied Car Cheap Import and multi-tiered approach to product innovation. Car Cheap Import It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing Car Cheap Import light bulbs. Many firms, Car Cheap Import such as research and development focused companies, Car Cheap Import successfully focus on product innovation (Such as Nintendo who constantly change the way 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 is marketing. |
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