A market-focused, or Cheap Discount Travel customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in Cheap Discount Travel the belief that Cheap Discount Travel customers use a product or service because they have a need, or because it provides Cheap Discount Travel a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing Cheap Discount Travel 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 building a relationship, nurturing the links, enhancing the benefits that sold the buyer Cheap Discount Travel in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must reflect Cheap Discount Travel the wants and desires of the Cheap Discount Travel consumers or Shoppers in the target market. Trying to convince a market segment to Cheap Discount Travel buy something they Cheap Discount Travel don't want is extremely expensive and Cheap Discount Travel seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what Cheap Discount Travel consumers Cheap Discount Travel want and what they Cheap Discount Travel are willing to pay for. Cheap Discount Travel Marketers hope that this process will give them a sustainable competitive advantage. Marketing Cheap Discount Travel management is the practical application of this process. The offer is also an important addition to the 4P's theory.
Within most organizations, the activities encompassed by Cheap Discount Travel Cheap Laptop Discount Computer the Cheap Discount Travel marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Cheap Discount Travel Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, Cheap Discount Travel set of institutions, and processes for creating, communicating, delivering, Cheap Discount Travel and exchanging offerings that have value for Cheap Discount Travel customers, clients, partners, and society at large.".
Marketing methods are informed Cheap Discount Travel by many of the Cheap Discount Travel social sciences, Cheap Discount Travel particularly Cheap Discount Travel 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 Cheap Discount Travel of activity infamous for re-inventing itself and its vocabulary according to the times Cheap Discount Travel and the culture.
Many companies today have a customer focus (or customer orientation). This Cheap Discount Travel implies that the company focuses its activities and products on consumer Cheap Flights Discount Airfare Air Fare demands. Generally there are three ways of doing this: the Cheap Discount Travel customer-driven approach, Cheap Discount Travel the sense of identifying market 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 it passes the test of consumer research. Every Cheap Discount Travel aspect of a market offering, including the nature of the product itself, is driven by the Cheap Discount Travel needs of potential consumers. The starting point is always the consumer. The rationale Cheap Discount Travel for this approach Cheap Discount Travel is Cheap Discount Travel that there is no point spending R&D funds 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 known as SIVA[3] (Solution, Information, Value, Access). Cheap Discount Travel This Cheap Discount Travel system Cheap Discount Travel is Cheap Discount Travel basically the four Ps renamed Cheap Discount Travel and Cheap Discount Travel reworded Cheap Discount Travel 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 company pursues Cheap Discount Travel product innovation, then Cheap Discount Travel tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily Airline Cheap Discount to ensure that a profitable market Cheap Discount Travel segment(s) Cheap Discount Travel exists for the innovation. The Cheap Discount Wine Tasting rationale is that customers may not know Cheap Discount Travel what options will be available to Cheap Discount Travel them in the future so we should not expect Cheap Discount Travel them Cheap Airfares Discount Airline Ticket St to tell us what they will buy in the future. However, marketers can aggressively over-pursue product Cheap Discount Travel innovation Cheap Discount Travel and try to overcapitalize on Cheap Discount Travel a 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 Cheap Discount Travel on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as Cheap Discount Travel research and development focused companies, successfully focus on Cheap Discount Travel product innovation (Such as Nintendo who constantly change the way Video games are played). Cheap Discount Travel Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some Cheap Discount Travel even Garden Cheap Loans England question whether Cheap Discount Travel it is marketing. |
