A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Cheap Flight Tickets Marketing theory and Cheap Flight Tickets practice is justified in the belief that customers use a product or service because they have a Cheap Flight Tickets need, or because it provides a perceived Cheap Flight Tickets benefit.
Two major Cheap Flight Tickets factors of marketing are the recruitment of new customers Cheap Flight Tickets (acquisition) and the retention and Cheap Flight Tickets expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes Cheap Flight Tickets over. The Cheap Flight Tickets process Cheap Engagement Rings for base management shifts the marketer to building a relationship, nurturing the links, enhancing the Cheap Flight Tickets benefits that Cheap Flight Tickets sold the buyer in the Cheap Flight Tickets first place, and improving the product/service continuously to Cheap Flight Tickets protect the business from competitive Cheap Flight Tickets encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must reflect the Cheap Flight Tickets wants and desires of the Cheap Flight Tickets consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive Cheap Flight Tickets and seldom successful. Marketers depend on insights from marketing research, both formal and informal, Cheap Flight Tickets 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 of this process. The offer is also an important addition to Cheap Flight Tickets the 4P's theory.
|
Within most organizations, the activities encompassed by the 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 Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of Cheap Flight Tickets institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value Cheap Flight Tickets for customers, clients, Cheap Flight Tickets partners, Cheap Flight Tickets and society Cheap Flight Tickets at Cheap Flight Tickets large.".
Marketing methods are informed by many Cheap Flight Tickets of the social sciences, particularly Cheap Mattresses psychology, sociology, and economics. Anthropology is also a small, Cheap Flight Tickets but growing influence. Market research underpins these activities. Through advertising, it is also Cheap Flight Tickets related to Cheap Ireland Travel many Cheap Electric Scooter 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 Cheap Flight Tickets to the times and the culture.
Many companies today have a Cheap Flight Tickets 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 Cheap Nokia Ringtones customer-driven Cheap Game Play Station approach, the sense Cheap Flight Tickets of identifying market changes and the product innovation approach.
|
In the consumer-driven approach, Cheap Flight Tickets consumer wants are the Cheap Flight Tickets drivers Cheap Flight Tickets of all strategic marketing Cheap Flight Tickets decisions. No strategy is pursued Cheap Flight Tickets until it passes the test of consumer research. Every aspect of a market offering, including the nature of Cheap Flight Tickets the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that Cheap Flight Tickets there is no point spending R&D funds Cheap Flight Tickets developing Cheap Flight Tickets products that people will not buy. History attests to many products that were commercial failures Cheap Flight Tickets in spite of being Cheap Flight Tickets technological breakthroughs.
A formal approach to this customer-focused Cheap Flight Tickets marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is Cheap Flight Tickets basically the Cheap Flight Tickets four Ps renamed and reworded Cheap Flight Tickets 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 product innovation, then tries to develop a market for the Cheap Flight Tickets product. Product innovation drives the Cheap Flight Tickets process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to Cheap Flight Tickets them in the future so we should not expect Cheap Flight Tickets them to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try Cheap Flight Tickets to overcapitalize on a niche. When pursuing Cheap Flight Tickets a product innovation approach, marketers must ensure that they have a varied and Cheap Flight Tickets multi-tiered approach to product innovation. It is claimed that if Cheap Flight Tickets Thomas Edison depended on marketing research he would have Cheap Trips produced larger candles rather than inventing light Cheap Golf Clubs bulbs. Many firms, such as research Cheap Flight Tickets and development focused companies, Cheap Flight Tickets successfully focus on product innovation (Such as Cheap Flight Tickets Nintendo who constantly change the way Video games are played). Many purists doubt whether this is really a form of marketing Cheap Flight Tickets orientation at all, because of the ex post status of consumer research. Cheap Flight Tickets Some even question whether it is marketing. |
|
