A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds Cheap Health Insurance Florida the product or service. Marketing theory Cheap Health Insurance Florida and practice is justified in the belief that customers use a Cheap Health Insurance Florida product or service because they have a need, or because it provides Cheap Health Insurance Florida a perceived benefit.
Two major factors of Cheap Health Insurance Florida marketing are Cheap Health Insurance Florida the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing Cheap Health Insurance Florida 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 a relationship, Cheap Health Insurance Florida nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect Cheap Health Insurance Florida the Cheap Health Insurance Florida business from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment Cheap Health Insurance Florida to buy something they Cheap Health Insurance Florida don't want is extremely expensive and seldom successful. Marketers depend on insights Cheap Health Insurance Florida from marketing Cheap Health Insurance Florida research, both formal and informal, to determine Cheap Health Insurance Florida what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also Cheap Health Insurance Florida an important addition to the 4P's Cheap Health Insurance Florida theory.
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Within most Cheap Health Insurance Florida 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 Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, Cheap Health Insurance Florida set of institutions, and processes Cheap Health Insurance Florida for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a Cheap Health Insurance Florida small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing Cheap Health Insurance Florida is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for Cheap Health Insurance Florida re-inventing itself Cheap Health Insurance Florida and its vocabulary according to the times and the culture.
Many companies today have a customer Cheap Health Insurance Florida focus (or customer orientation). Cheap Health Insurance Florida This implies that the company focuses Cheap Health Insurance Florida its activities and products on consumer demands. Generally there are Cheap Health Insurance Florida three ways of doing this: Cheap Health Insurance Florida the customer-driven approach, the sense of identifying Cheap Health Insurance Florida market changes and Cheap Health Insurance Florida the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No Cheap Health Insurance Florida 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 driven by the needs of potential consumers. The starting point is always the consumer. Cheap Health Insurance Florida The rationale for this approach is that there is no point Cheap Health Insurance Florida spending R&D funds Cheap Health Insurance Florida developing products that people will not buy. History attests to many products that were commercial failures in spite of being Cheap Health Insurance Florida 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 Health Insurance Florida 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 Health Insurance Florida model Cheap Health Insurance Florida (product, price, place, promotion) of marketing Cheap Health Insurance Florida management.
In Cheap Health Insurance Florida a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation Cheap Health Insurance Florida drives the process and marketing research is Cheap Health Insurance Florida conducted primarily to Cheap Health Insurance Florida ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options Cheap Health Insurance Florida will be Cheap Health Insurance Florida available to Cheap Health Insurance Florida them in the 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 Cheap Health Insurance Florida a niche. When pursuing a product innovation approach, Cheap Health Insurance Florida marketers must ensure that they Cheap Health Insurance Florida have a varied and multi-tiered Cheap Health Insurance Florida approach Cheap Health Insurance Florida to product innovation. Cheap Health Insurance Florida It is claimed that if Thomas Edison depended on marketing research he would Cheap Health Insurance Florida have produced larger candles rather Cheap Health Insurance Florida than Cheap Health Insurance Florida inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly Cheap Health Insurance Florida change the way Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question Cheap Health Insurance Florida whether it is marketing. Cheap Health Insurance Florida |
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