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