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 provides a perceived benefit.
Two major factors of Cheap Airfare marketing are the recruitment of new customers (acquisition) and Cheap Airline Tickets the retention and expansion of Cheap Airfare 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 the marketer to building Cheap Airfare a relationship, Cheap Airfare nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service Cheap Flights continuously to protect the business from Cheap Airfare competitive encroachments.
For a marketing plan to Cheap Airfare be successful, the mix of the four "Ps" Cheap Airfare must Cheap Airfare reflect the wants and desires of the consumers or Shoppers in the Cheap Airfare target Cheap Airfare market. Trying to convince a market segment to buy something they don't want is extremely expensive Cheap Airfare and seldom successful. Marketers Cheap Airfare depend on insights from marketing research, Cheap Airfare both formal and informal, to determine Cheap Airfare what Cheap Airfare consumers Cheap Airfare want and what they are willing to pay Cheap Airfare for. Marketers hope that this process will give them a sustainable Cheap Airfare competitive advantage. Marketing management is the Cheap Airfare practical Cheap Tickets application of this process. The Cheap Airfare offer is also an important Cheap Airfare addition to the Cheap Airfare 4P's theory.
Within most organizations, the activities Cheap Airfare encompassed by the marketing function are led by a Vice Cheap Airfare President or Director of Marketing. A growing number of organizations, especially large Cheap Airfare US companies, have a Chief Marketing Officer Cheap Airfare position, reporting to the Chief Executive Officer.
The American Cheap Airfare Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and Cheap Airfare processes for creating, communicating, delivering, Cheap Airfare and exchanging offerings that Cheap Airfare have Cheap Airfare value for customers, clients, Cheap Airfare partners, and society at large.".
Marketing methods Cheap Airfare 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 is also related to many of the creative arts. Cheap Airfare Marketing is Cheap Airfare a wide and heavily interconnected Cheap Airfare subject with extensive publications. Cheap Airfare It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
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Many companies today Dirt Cheap Airline Tickets 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 doing this: the customer-driven approach, the sense Cheap Airfare of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are Cheap Airfare 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 Cheap Airfare driven by the needs of potential Cheap Airfare consumers. The starting point is always the consumer. The rationale for Cheap Airfare this approach is that there is no point spending Cheap Airfare R&D funds developing products that people will not Cheap Airfare buy. History attests Cheap Airfare to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically Cheap Airfare the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side Cheap Airfare model (product, price, Cheap Airfare place, promotion) Cheap Airfare of marketing management.
In Cheap Airfare a product innovation approach, the Cheap Airfare company pursues product innovation, Cheap Airfare then tries to develop a market for Cheap Airfare the product. Product innovation drives the process and marketing research is conducted Cheap Airfare primarily to ensure Cheap Airfare 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 Cheap Airfare the future so Cheap Airfare we should 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 Cheap Hotels 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 Cheap Airfare research 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 this is really a form of Cheap Airfare marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
