A market-focused, or customer-focused, organization first Cheap Air Fares 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 Cheap Air Fares or Cheap Air Fares service because they have a Cheap Air Fares need, or because Cheap Air Fares it provides a perceived benefit.
Two major factors of marketing Cheap Air Fares are the Cheap Laptops recruitment of Cheap Air Fares 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 marketing takes over. The process for Cheap Air Fares base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold Cheap Air Fares the buyer in the first place, and improving the 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 Cheap Air Fares wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't Cheap Cruises want is extremely expensive and seldom successful. Marketers depend on Cheap Air Fares insights from marketing research, both formal and informal, to determine what consumers want and what Cheap Air Fares they are willing to pay Cheap Air Fares for. Marketers Cheap Air Fares hope that this process will give them a sustainable competitive advantage. Marketing management is the practical Cheap Air Fares application of this process. The offer Cheap Air Fares is also an important addition to Cheap Air Fares the 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 Cheap Air Fares of organizations, especially large US companies, have a Chief Marketing Officer Cheap Air Fares position, reporting to the Cheap Air Fares Chief Executive Cheap Air Fares Officer.
The American Marketing Association (AMA) states, �Marketing Cheap Air Fares is the activity, set of institutions, and processes for creating, communicating, delivering, and Cheap Air Fare exchanging offerings that have value for customers, clients, Cheap Air Fares partners, and society Cheap Air Fares at large.".
Marketing Cheap Air Fares methods are Cheap Air Fares informed by many Cheap Air Fares 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 Cheap Air Fares arts. Marketing is a wide and heavily interconnected subject with extensive Cheap Air Fares publications. It is also an area Cheap Air Fares of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies Cheap Air Fares today have a customer focus (or Cheap Air Fares customer orientation). This implies that the company focuses Cheap Air Fares its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the Cheap Air Fares consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it Cheap Cars passes Cheap Air Fares the test of consumer research. Cheap Air Fares Every aspect of a market offering, including the nature of the product itself, is driven by the Cheap Air Fares needs of Cheap Plane Tickets potential consumers. The Cheap Air Fares starting Cheap Air Fares point is always Cheap Air Fares the consumer. The rationale Cheap Air Fares for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were Cheap Air Fares 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 the four Ps Cheap Air Fares 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, place, Cheap Air Fares promotion) Cheap Air Fares of Cheap Air Fares marketing management.
In a product innovation approach, the company Cheap Web Hosting pursues product innovation, then tries to develop a market for the product. Product Cheap Air Fares innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be Cheap Air Fares available to them in the future so we should not Cheap Air Fares expect them to tell us what Cheap Car Rentals 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 product innovation. It is claimed Cheap Air Fares that if Cheap Air Fares Thomas Edison depended on marketing research he would have produced larger Cheap Air Fares candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Cheap Air Fares Nintendo who Cheap Holidays constantly change the Cheap Air Fares way Video games are played). Many purists doubt whether this is Cheap Air Fares really a form of marketing Cheap Air Fares orientation at Cheap Air Fares all, because Cheap Air Fares of the Cheap Car Insurance ex post status of Cheap Air Fares consumer research. Some even question whether it is marketing. |
