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 product or service because they have a need, or Airline Cheap Cheapest Flight Ticket because it provides a perceived benefit.
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For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of Airline Cheap Cheapest Flight Ticket the consumers or Airline Cheap Cheapest Flight Ticket Shoppers in the target market. Airline Cheap Cheapest Flight Ticket Trying to convince a market segment to buy something they don't Airline Cheap Cheapest Flight Ticket 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 Airline Cheap Cheapest Flight Ticket to pay Airline Cheap Cheapest Flight Ticket for. Airline Cheap Cheapest Flight Ticket Marketers hope that this process will give them a sustainable competitive Airline Cheap Cheapest Flight Ticket advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.
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The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for Airline Cheap Cheapest Flight Ticket creating, communicating, delivering, and exchanging offerings that have Airline Cheap Cheapest Flight Ticket value for customers, clients, partners, and society at large.".
Marketing Airline Cheap Cheapest Flight Ticket methods are informed by many Airline Cheap Cheapest Flight Ticket of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a Airline Cheap Cheapest Flight Ticket small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is Airline Cheap Cheapest Flight Ticket a wide and heavily interconnected subject with extensive publications. It is also Airline Cheap Cheapest Flight Ticket an area of activity Airline Cheap Cheapest Flight Ticket infamous for re-inventing itself and its vocabulary according to the times and Airline Cheap Cheapest Flight Ticket the 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 Airline Cheap Cheapest Flight Ticket there are three ways of doing this: the customer-driven approach, the sense Airline Cheap Cheapest Flight Ticket of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants Airline Cheap Cheapest Flight Ticket are the drivers of all strategic Airline Cheap Cheapest Flight Ticket 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 Airline Cheap Cheapest Flight Ticket starting point is always the consumer. The rationale for Airline Cheap Cheapest Flight Ticket this approach Airline Cheap Cheapest Flight Ticket is that there is no point spending R&D funds Airline Cheap Cheapest Flight Ticket developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
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The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, Airline Cheap Cheapest Flight Ticket place, promotion) of marketing management.
In a Airline Cheap Cheapest Flight Ticket product innovation approach, the company Airline Cheap Cheapest Flight Ticket pursues product innovation, then tries to develop a market for the product. Product innovation drives Airline Cheap Cheapest Flight Ticket the process and marketing research is conducted primarily to Airline Cheap Cheapest Flight Ticket ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers Airline Cheap Cheapest Flight Ticket may not Airline Cheap Cheapest Flight Ticket know what options will be available to them in the future so we should not expect them to tell us Airline Cheap Cheapest Flight Ticket 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, marketers must ensure that Airline Cheap Cheapest Flight Ticket they have a varied and Airline Cheap Cheapest Flight Ticket multi-tiered approach to product Airline Cheap Cheapest Flight Ticket innovation. It is claimed that Airline Cheap Cheapest Flight Ticket if Thomas Edison depended on marketing research Inkjet Cartridge Epson Cheap he Airline Cheap Cheapest Flight Ticket 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 the way Video Airline Cheap Cheapest Flight Ticket games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of Airline Cheap Cheapest Flight Ticket the Airline Cheap Cheapest Flight Ticket ex post status of consumer Airline Cheap Cheapest Flight Ticket research. Airline Cheap Cheapest Flight Ticket Some even question whether it is marketing. |
