A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a Cheap Tickets Flights product or service because they have a need, or because it provides a perceived benefit.
Two Cheap Tickets Flights major factors of marketing are the Cheap Tickets Flights recruitment of Cheap Tickets Flights new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a Cheap Tickets Flights marketer has converted the prospective Cheap Tickets Flights buyer, base management marketing takes over. The process for base Cheap Tickets Flights management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, Cheap Tickets Flights and improving the product/service continuously to protect Cheap Tickets Flights the business from competitive encroachments.
For a marketing plan to Cheap Tickets Flights be successful, the mix of the four Cheap Tickets Flights "Ps" Cheap Tickets Flights must reflect Cheap Tickets Flights the wants and desires of the consumers or Shoppers in the target market. Cheap Tickets Flights Trying to convince a market segment to 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 what consumers want and what they are willing Cheap Tickets Flights to pay for. Marketers Cheap Tickets Flights hope that this process will give them a sustainable Cheap Tickets Flights competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition Cheap Tickets Flights to the 4P's theory.
Within most organizations, the activities encompassed by the marketing Cheap Tickets Flights function are led by Cheap Tickets Flights a Vice President or Director of Cheap Tickets Flights Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for Cheap Tickets Flights creating, communicating, 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, Cheap Tickets Flights sociology, and economics. Cheap Tickets Flights Anthropology is also a small, but growing influence. Market Imperial Palace At Cheap Rices research underpins these activities. Through advertising, it Cheap Tickets Flights is also related Cheap Tickets Flights to many of the creative arts. Marketing is a wide Cheap Tickets Flights and heavily interconnected subject Cheap Tickets Flights with extensive publications. Cheap Tickets Flights It is also an area of Cheap Tickets Flights activity infamous for Cheap Tickets Flights re-inventing itself and its vocabulary according to the times and the Cheap Tickets Flights 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 three ways of Cheap Tickets Flights doing this: the customer-driven approach, Cheap Tickets Flights the sense of identifying market changes and the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers of Cheap Tickets Flights all strategic marketing decisions. No strategy is pursued Cheap Tickets Flights until it passes the test Cheap Tickets Flights of consumer research. Every aspect Cheap Tickets Flights of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always Cheap Tickets Flights the consumer. The rationale for this approach is that there is no point spending R&D funds Cheap Tickets Flights developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is Cheap Tickets Flights known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed Cheap Sunblock and Cheap Tickets Flights reworded to provide Dresser Victorian Discount Cheap a Cheap Tickets Flights customer focus.
The SIVA Model provides Cheap Sdram a demand/customer centric version alternative to the Cheap Tickets Flights well-known 4Ps supply side model (product, price, place, Cheap Tickets Flights promotion) of marketing management.
In Cheap Tickets Flights a product innovation approach, the company pursues product innovation, Cheap Tickets Flights then tries to develop a market Cheap Tickets Flights for the product. Product innovation drives the process and Cheap Tickets Flights marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale Cheap Tickets Flights is that customers may not Cheap Tickets Flights know what options will Cheap Lap Top Italy 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 Cheap Tickets Flights aggressively over-pursue product innovation Cheap Tickets Flights and try to overcapitalize on a niche. When pursuing Cheap Tickets Flights a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is Cheap Tickets Flights 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 as Nintendo who constantly change Cheap Tickets Flights the way Video games are played). Many purists doubt whether this is really a form of Cheap Tickets Flights marketing Cheap Tickets Flights orientation at all, because of the ex post status of consumer Cheap Tickets Flights research. Some even question whether it is marketing. |
