| A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. International Flights Cheap Airfare Prague Marketing theory International Flights Cheap Airfare Prague and International Flights Cheap Airfare Prague practice is justified in the belief that customers International Flights Cheap Airfare Prague use a product or service because they have a need, or because it provides a perceived benefit.
Two major International Flights Cheap Airfare Prague 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 the prospective buyer, International Flights Cheap Airfare Prague base management marketing takes International Flights Cheap Airfare Prague over. The process for base management shifts the marketer International Flights Cheap Airfare Prague to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving International Flights Cheap Airfare Prague the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be Cheap Tickes successful, the mix of the four "Ps" must reflect the International Flights Cheap Airfare Prague wants International Flights Cheap Airfare Prague and desires of the consumers International Flights Cheap Airfare Prague or International Flights Cheap Airfare Prague Shoppers in the target market. International Flights Cheap Airfare Prague Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. International Flights Cheap Airfare Prague Marketers depend on insights from marketing research, both formal and International Flights Cheap Airfare Prague informal, to determine International Flights Cheap Airfare Prague what consumers want and what they are willing to pay International Flights Cheap Airfare Prague for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an International Flights Cheap Airfare Prague important addition to the 4P's theory.
Within most organizations, the activities encompassed by the marketing function are led by a Vice International Flights Cheap Airfare Prague President or Director of International Flights Cheap Airfare Prague Marketing. A growing number of organizations, especially large US companies, have a International Flights Cheap Airfare Prague Chief Marketing Officer position, reporting to the Chief Executive Officer.
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The International Flights Cheap Airfare Prague American Marketing Association (AMA) states, �Marketing International Flights Cheap Airfare Prague is the activity, set of institutions, and processes for 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, International Flights Cheap Airfare Prague particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related International Flights Cheap Airfare Prague to many of the creative arts. Marketing is a wide and heavily interconnected subject International Flights Cheap Airfare Prague with extensive publications. International Flights Cheap Airfare Prague It is also an area of activity 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). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and International Flights Cheap Airfare Prague the product innovation approach.
In International Flights Cheap Airfare Prague the consumer-driven International Flights Cheap Airfare Prague approach, consumer wants are the drivers of all strategic marketing decisions. International Flights Cheap Airfare Prague No strategy is pursued until it passes the test of consumer research. Every aspect of International Flights Cheap Airfare Prague a market offering, International Flights Cheap Airfare Prague including the nature of the product itself, is driven by the needs of potential International Flights Cheap Airfare Prague consumers. The starting point is always the consumer. The International Flights Cheap Airfare Prague rationale for this approach is that there is no International Flights Cheap Airfare Prague point spending R&D funds developing products that International Flights Cheap Airfare Prague people will not buy. History attests to many International Flights Cheap Airfare Prague 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). This system is basically the four Ps renamed and reworded to provide a customer focus.
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The SIVA International Flights Cheap Airfare Prague Model provides International Flights Cheap Airfare Prague a demand/customer centric version alternative to the well-known International Flights Cheap Airfare Prague 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the company pursues International Flights Cheap Airfare Prague product innovation, then International Flights Cheap Airfare Prague tries to develop a market for the product. International Flights Cheap Airfare Prague Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists International Flights Cheap Airfare Prague for the innovation. The rationale is that customers may not know International Flights Cheap Airfare Prague what International Flights Cheap Airfare Prague options will be available to International Flights Cheap Airfare Prague them in the future 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 niche. International Flights Cheap Airfare Prague When International Flights Cheap Airfare Prague pursuing International Flights Cheap Airfare Prague a product International Flights Cheap Airfare Prague innovation approach, marketers must International Flights Cheap Airfare Prague ensure that they have a varied and multi-tiered approach International Flights Cheap Airfare Prague to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather International Flights Cheap Airfare Prague 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 games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post International Flights Cheap Airfare Prague status International Flights Cheap Airfare Prague of consumer research. Some even question International Flights Cheap Airfare Prague whether it is marketing. |
