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