A market-focused, or customer-focused, organization Cheap Cruises 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 Cheap Cruises perceived benefit.
Two major factors of Cheap Cruises marketing are the recruitment Cheap Cruises of new customers (acquisition) and the retention and expansion Cheap Cruises of relationships Cheap Cruises with existing customers (base management). Once a marketer has converted the Cheap Cruises prospective buyer, base management marketing takes over. The process for Cheap Cruises base management shifts the Cheap Cruises marketer to building a relationship, nurturing the links, enhancing the benefits Cheap Cruises that sold the Cheap Cruises buyer in the first Cheap Airline Tickets place, and Cheap Cruises improving the Cheap Cruises product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires Cheap Cruises of the consumers or Shoppers in the Cheap Cruises target market. 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 Cheap Cruises and what they are willing to pay for. Marketers hope that Cheap Cruises this process will give them a sustainable competitive Cheap Cruises advantage. Marketing management Cheap Cruises is the practical application of this process. The Cheap Cruises offer is Cheap Cruises also an important addition Cheap Cruises to the Cheap Cruises 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 Marketing Officer position, reporting to the Chief Cheap Cruises Executive Officer.
The American Marketing Cheap Cruises Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, Cheap Cruises delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing methods are Cheap Cruises informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing Cheap Cruises influence. Market research underpins these activities. Cheap Cruises Through advertising, it is also related to many of the creative arts. Cheap Cruises Marketing is a wide and heavily Cheap Cruises interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today have a customer focus (or customer orientation). This implies that the company Cheap Cruises focuses its activities and products on consumer Cheap Flights demands. Generally there are three ways of doing this: the customer-driven approach, the sense of Cheap Cruises identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing Cheap Cruises decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, Cheap Cruises including the nature of the product itself, is driven by the needs of Cheap Tickets potential consumers. The Cheap Cruises starting point is always Cheap Cruises the consumer. Cheap Cruises The rationale for this approach is that there is no Dirt Cheap Airline Tickets point Cheap Cruises spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of Cheap Hotels being technological breakthroughs.
A Cheap Cruises formal approach Cheap Cruises to this customer-focused marketing is Cheap Cruises known as SIVA[3] (Solution, Information, Value, Access). This system is Cheap Cruises basically 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 model (product, price, Cheap Airfare place, Cheap Cruises promotion) of marketing management.
In a product innovation Cheap Tires approach, the company pursues product innovation, then tries to Cheap Cruises develop Cheap Cruises a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the Cheap Cruises innovation. The rationale is that customers may not Cheap Airfares know what options will Cheap Cruises be available to them in the Cheap Cruises future so we Cheap Cruises should not expect them to tell us what they will buy in the Cheap Laptops future. However, marketers Cheap Cruises can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must Cheap Cruises ensure that they have Cheap Cruises a varied and Cheap Cruises multi-tiered approach to product Cheap Cruises 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 and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the Cheap Cruises way Video games are played). Many purists doubt whether this is really a form Cheap Cruises of marketing orientation at Cheap Cruises all, because of the ex post status of consumer research. Some even question whether it is Cheap Cruises marketing. |
