A market-focused, or Cheap Auto Rental Barcelona customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice Cheap Auto Rental Barcelona is justified in the belief that customers use a product Cheap Auto Rental Barcelona or service because they have Cheap Auto Rental Barcelona a need, Cheap Auto Rental Barcelona or because Cheap Auto Rental Barcelona it provides a perceived benefit.
Two major Cheap Auto Rental Barcelona factors of marketing are the recruitment of new Cheap Auto Rental Barcelona customers (acquisition) and the retention and expansion Cheap Auto Rental Barcelona of relationships with existing 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 Cheap Auto Rental Barcelona building a relationship, Cheap Auto Rental Barcelona 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 competitive encroachments.
For a marketing plan to Cheap Auto Rental Barcelona be successful, the mix Cheap Auto Rental Barcelona of the four "Ps" must reflect Cheap Auto Rental Barcelona the wants and desires Cheap Auto Rental Barcelona of the Cheap Auto Rental Barcelona consumers or Shoppers in the target market. Trying to convince Cheap Auto Rental Barcelona a market segment to Cheap Auto Rental Barcelona buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine Cheap Auto Rental Barcelona 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 Cheap Auto Rental Barcelona is the practical application of this process. Cheap Auto Rental Barcelona The Cheap Auto Rental Barcelona offer is also an important addition to the 4P's theory.
Within most organizations, the activities encompassed by Cheap Auto Rental Barcelona 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 Cheap Auto Rental Barcelona Marketing Officer Cheap Auto Rental Barcelona position, reporting to the Chief Cheap Auto Rental Barcelona Executive Officer.
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The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and Cheap Auto Rental Barcelona processes for creating, communicating, delivering, Cheap Auto Rental Barcelona and exchanging offerings that have value for customers, clients, partners, Cheap Auto Rental Barcelona and society at large.".
Marketing methods Cheap Auto Rental Barcelona are informed by many of the social sciences, particularly psychology, sociology, and Cheap Auto Rental Barcelona economics. Anthropology is also Cheap First Aid Supplies a Cheap Auto Rental Barcelona small, but growing influence. Market research underpins Cheap Auto Rental Barcelona these activities. Through advertising, it is also related to many Cheap Auto Rental Barcelona of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity Cheap Auto Rental Barcelona infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today have a customer focus (or customer orientation). Cheap Auto Rental Barcelona This implies that Cheap Auto Rental Barcelona the company focuses its activities and products on consumer demands. Generally there Cheap Auto Rental Barcelona are three ways of doing this: the Cheap Auto Rental Barcelona customer-driven approach, the sense of identifying market changes and the product innovation approach.
In Cheap Auto Rental Barcelona the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No 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 Cheap Auto Rental Barcelona always the Cheap Auto Rental Barcelona consumer. The rationale for this approach Cheap Auto Rental Barcelona is that there is no point spending R&D funds developing Cheap Auto Rental Barcelona products that people will not buy. History attests Cheap Auto Rental Barcelona to many products that were commercial failures in spite of being technological breakthroughs.
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A formal approach to this customer-focused marketing is Cheap Auto Rental Barcelona known as SIVA[3] (Solution, Information, Value, Cheap Auto Rental Barcelona Access). This system is basically the four Ps Cheap Auto Rental Barcelona renamed and reworded to provide Cheap Auto Rental Barcelona a customer focus.
The SIVA Model provides a demand/customer centric version Cheap Auto Rental Barcelona alternative Cheap Auto Rental Barcelona to the well-known 4Ps supply side model (product, price, 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 process and marketing research is conducted primarily to ensure Cheap Auto Rental Barcelona that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in the future Cheap Auto Rental Barcelona 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 Cheap Auto Rental Barcelona 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 that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, Cheap Auto Rental Barcelona successfully focus on product innovation (Such as Nintendo who constantly change Cheap Auto Rental Barcelona the Cheap Auto Rental Barcelona way Video games are Cheap Auto Rental Barcelona played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Cheap Auto Rental Barcelona Some even question whether it is marketing. |
