A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the Cheap Rental Cars 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 Cheap Rental Cars factors of marketing are the recruitment of new customers (acquisition) and the retention Cheap Rental Cars and expansion of relationships with existing customers (base management). Once a marketer has converted Cheap Rental Cars the prospective buyer, base management marketing takes over. The process for Cheap Rental Cars base management shifts Cheap Rental Cars the marketer to building a Cheap Rental Cars relationship, nurturing the links, enhancing the benefits that sold the buyer in the first Cheap Rental Cars place, and improving the Cheap Rental Cars product/service continuously to protect the business Cheap Rental Cars from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must Cheap Rental Cars reflect Cheap Books the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market Cheap Checks segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, Cheap Rental Cars both formal and informal, to determine Cheap Rental Cars what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive Cheap Rental Cars advantage. Marketing management is Cheap Rental Cars the Cheap Rental Cars practical application Cheap Rental Cars of this process. The offer is also an important Cheap Rental Cars addition to the 4P's theory.
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Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A Cheap Rental Cars growing Cheap Rental Cars number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, Cheap Rental Cars and processes for creating, communicating, delivering, and Cheap Rental Cars exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing methods are informed by Cheap Rental Cars many of Cheap Furniture the social sciences, Cheap Rental Cars particularly psychology, sociology, and economics. Cheap Rental Cars Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is Cheap Rental Cars also related to Cheap Rental Cars many of Cheap Rental Cars the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and Cheap Rental Cars its vocabulary according Cheap Rental Cars to the Cheap Rental Cars times and the culture.
Many companies today have a customer focus (or customer orientation). This Cheap Nokia implies that the company Cheap Rental Cars focuses its activities Cheap Rental Cars and products on consumer demands. Generally there are three ways of doing Cheap Rental Cars this: the customer-driven approach, the sense of identifying market changes Cheap Rental Cars and the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers of all Cheap Rental Cars strategic marketing decisions. No strategy Cheap Vacations is pursued until it passes the test of consumer research. Every aspect of Cheap Rental Cars a market offering, including the Cheap Rental Cars nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for Cheap Rental Cars Cheap Wedding Invitations this Cheap Rental Cars approach Cheap Rental Cars is that there is no point spending R&D funds Cheap Rental Cars developing Cheap Rental Cars products that people will not buy. History attests to many products that were commercial failures in Cheap Rental Cars spite of being technological breakthroughs.
A formal approach to Cheap Rental Cars this customer-focused marketing is known Cheap Rental Cars as SIVA[3] (Solution, Information, Value, Access). This Cheap Rental Cars system is basically the four Cheap Rental Cars Ps renamed and reworded Cheap Rental Cars to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to Cheap Rental Cars the Cheap Rental Cars well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues product innovation, then tries to develop a Cheap Rental Cars market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that Cheap Rental Cars a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will Super Cheap Airplane Tickets be available to them in the Cheap Rental Cars future so 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 Cheap Rental Cars approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is Cheap Rental Cars 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 Rental Cars research and development focused companies, successfully focus on product innovation (Such as Nintendo who Cheap Flight Zante constantly change the way Video Cheap Rental Cars games are played). Many purists doubt whether this Car Cheap Import is really a Cheap Viagra form of marketing orientation at all, because of the ex post Cheap Halloween Costumes status of consumer Cheap Rental Cars research. Some even question whether it is marketing. |
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