A market-focused, or customer-focused, organization first determines what its potential Airplane Tickets Cheap Student customers desire, and then builds the product Airplane Tickets Cheap Student or service. Marketing Airplane Tickets Cheap Student theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides Airplane Tickets Cheap Student a 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 Airplane Tickets Cheap Student buyer, base Airplane Tickets Cheap Student management marketing takes over. The process for base management shifts the marketer to building a relationship, Airplane Tickets Cheap Student nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from Airplane Tickets Cheap Student competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must Airplane Tickets Cheap Student reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince Airplane Tickets Cheap Student a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers Airplane Tickets Cheap Student depend on Airplane Tickets Cheap Student insights from marketing research, both formal and Airplane Tickets Cheap Student informal, to determine what consumers want and what they are willing to pay Airplane Tickets Cheap Student for. Marketers hope Airplane Tickets Cheap Student that Airplane Tickets Cheap Student this process will give them a sustainable competitive advantage. Marketing management Airplane Tickets Cheap Student is the practical application of this process. The offer is also an important addition Airplane Tickets Cheap Student to Airplane Tickets Cheap Student the 4P's Airplane Tickets Cheap Student theory.
Within most organizations, the activities encompassed by the marketing function are led Airplane Tickets Cheap Student by a Vice President or Director of Marketing. A growing number of Airplane Tickets Cheap Student organizations, especially large US companies, have a Chief Marketing Officer position, Airplane Tickets Cheap Student reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, Airplane Tickets Cheap Student and processes for creating, communicating, Airplane Tickets Cheap Student 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, Airplane Tickets Cheap Student and economics. Anthropology is also a small, but growing influence. Market research underpins these Airplane Tickets Cheap Student activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected Airplane Tickets Cheap Student subject with extensive publications. It is also an area of Airplane Tickets Cheap Student activity infamous for re-inventing itself and its vocabulary according to the times and the Airplane Tickets Cheap Student culture.
Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are Airplane Tickets Cheap Student three Airplane Tickets Cheap Student ways of doing this: the customer-driven approach, the sense of identifying market Airplane Tickets Cheap Student changes and the product innovation approach.
In the Airplane Tickets Cheap Student consumer-driven approach, Airplane Tickets Cheap Student consumer wants are the drivers of all strategic marketing decisions. No Airplane Tickets Cheap Student strategy is Cheap Flights London To La pursued until it passes the test Airplane Tickets Cheap Student of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential Airplane Tickets Cheap Student consumers. The Airplane Tickets Cheap Student starting point Airplane Tickets Cheap Student is always the Airplane Tickets Cheap Student consumer. The rationale for this approach is that there Cheap Car Insurance For Divorced Women is no point spending R&D funds developing products that people will not buy. Airplane Tickets Cheap Student History attests to many products that were commercial failures Airplane Tickets Cheap Student in spite Airplane Tickets Cheap Student of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is Airplane Tickets Cheap Student basically the four Ps renamed and reworded to provide a customer Airplane Tickets Cheap Student focus.
The SIVA Model provides a Airplane Tickets Cheap Student demand/customer centric Airplane Tickets Cheap Student Discount Travel Virgin Air Cheap Cruises version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product Airplane Tickets Cheap Student innovation approach, the company pursues Airplane Tickets Cheap Student product innovation, then Cheap Student Airline Tickets tries to develop a market Airplane Tickets Cheap Student for the product. Product innovation drives the process and marketing research is conducted Airplane Tickets Cheap Student primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that Paris London Flights Cheap customers may not know what options will be available to them in the future so we Airplane Tickets Cheap Student should not expect them Airplane Tickets Cheap Student to tell us what they will buy in the future. However, marketers can aggressively over-pursue product Airplane Tickets Cheap Student innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers Airplane Tickets Cheap Student must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light Airplane Tickets Cheap Student bulbs. 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 Cheap Iced Out Watches this is really a form of marketing orientation at all, because of the Airplane Tickets Cheap Student ex post Airplane Tickets Cheap Student status of consumer research. Some even question whether it is marketing. |
