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