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A market-focused, Cheap First Aid Supplies or customer-focused, organization first determines what its potential Cheap First Aid Supplies customers desire, and then builds the product or service. Marketing theory and practice is justified in the Cheap First Aid Supplies belief that customers use a product or service because they have a need, or because it provides 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
Cheap First Aid Supplies the prospective buyer, base management marketing takes over. The process for base Cheap First Aid Supplies management shifts the marketer Cheap First Aid Supplies to building a relationship, Cheap First Aid Supplies nurturing the Cheap First Aid Supplies links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive Cheap First Aid Supplies encroachments.
For a marketing plan Cheap First Aid Supplies to be successful, the mix of the four "Ps" must reflect the wants and Cheap First Aid Supplies desires of the consumers or Cheap First Aid Supplies Shoppers in
Cheap First Aid Supplies the target market. Trying to convince a market segment to buy something they don't want is extremely expensive
Cheap First Aid Supplies and Cheap First Aid Supplies seldom successful. Marketers depend on insights from marketing research, both formal and 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 application Cheap First Aid Supplies of this process. The offer is also an important addition to the 4P's theory.
Within most
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organizations, the activities encompassed by the marketing function are led by a
Cheap First Aid Supplies Vice President or Director of Marketing. A growing number Cheap First Aid Supplies of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The
Cheap First Aid Supplies American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging Cheap First Aid Supplies offerings that have value for customers, clients, partners,
Cheap First Aid Supplies and society Cheap First Aid Supplies at Cheap First Aid Supplies large.".
Marketing methods are informed
Cheap First Aid Supplies by many 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 and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times Cheap First Aid Supplies and the culture.
Many companies today have a customer focus (or customer orientation). This
Cheap First Aid Supplies implies Cheap First Aid Supplies that the company focuses its Cheap First Aid Supplies activities and Cheap First Aid Supplies products on consumer demands. Generally there are three ways of doing Cheap First Aid Supplies this: the customer-driven approach, the Cheap First Aid Supplies sense of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of
Cheap First Aid Supplies all strategic marketing Cheap First Aid Supplies decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, Cheap First Aid Supplies including the nature of the product itself, is driven by the needs of potential consumers. The starting point is
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always the consumer. The rationale for this approach is that
Cheap First Aid Supplies there is no Cheap First Aid Supplies point spending R&D funds Cheap First Aid Supplies developing products that people will not buy. History attests
Cheap First Aid Supplies to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3]
Cheap First Aid Supplies (Solution, Cheap First Aid Supplies Information, Value, Access). This system is basically the Cheap First Aid Supplies four Ps
Cheap First Aid Supplies 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 model (product, price, place, promotion) of marketing management.
In a product innovation approach, the Cheap First Aid Supplies company pursues product innovation, then Cheap First Aid Supplies tries to develop a market for the product.
Cheap First Aid Supplies Product innovation drives the process Cheap First Aid Supplies and marketing research is conducted primarily to
Cheap First Aid Supplies ensure that a profitable Cheap First Aid Supplies market segment(s) exists for the innovation. The rationale Cheap First Aid Supplies is that customers may not know what options will be available to them in the future so we should not expect them to
Cheap First Aid Supplies tell us what they will buy
Cheap First Aid Supplies in the future. However, marketers can aggressively over-pursue product Cheap First Aid Supplies innovation and Cheap First Aid Supplies try to overcapitalize on a niche. When pursuing a product innovation approach,
Cheap First Aid Supplies 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, successfully focus on product innovation (Such Cheap First Aid Supplies as Nintendo who constantly change the way Video games are played). Many
Cheap First Aid Supplies purists doubt whether this is really a form of Cheap First Aid Supplies marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing.
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