A market-focused, Cheap Usa Flights or customer-focused, organization first determines what its potential customers desire, and then builds Cheap Usa Flights the product or service. Marketing theory and practice is Cheap Usa Flights justified in the belief that customers Cheap Usa Flights use a product or service because they have a need, or Cheap Usa Flights because it provides a perceived benefit.
Two major factors of marketing are the recruitment of Cheap Usa Flights new customers (acquisition) and the retention and expansion Cheap Usa Flights Auto Insurance Cheap of relationships with existing customers (base management). Once a Cheap Usa Flights marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts Cheap Usa Flights the marketer Cheap Usa Flights to building a Cheap Usa Flights relationship, nurturing the links, Cheap Usa Flights enhancing the benefits that sold the buyer in Cheap Usa Flights Cheap Car Speakers the first Cheap Usa Flights place, and improving the product/service continuously to protect the business Cheap Usa Flights from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must Cheap Usa Flights reflect the Cheap Usa Flights wants and desires of Cheap Usa Flights the consumers or Shoppers Cheap Usa Flights in the target market. Trying to convince a market segment to buy something they don't want is extremely Cheap Bargains expensive and seldom successful. Marketers depend Cheap Usa Flights on insights from Cheap Usa Flights marketing research, both formal and informal, Cheap Usa Flights 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 the 4P's theory.
Within most organizations, the activities encompassed by the marketing function are led by a Cheap Usa Flights Vice President or Cheap Usa Flights Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Cheap Usa Flights Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing 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, particularly psychology, sociology, and economics. Anthropology is Cheap Usa Flights also a small, but growing influence. Market research underpins these activities. Through Cheap Usa Flights advertising, it is also related to many of Cheap Usa Flights the creative arts. Marketing is a wide Cheap Usa Flights and heavily Cheap Usa Flights interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its Cheap Usa Flights 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 Cheap Usa Flights changes and Cheap Usa Flights the product innovation approach.
In the consumer-driven approach, consumer wants are the Cheap Printing drivers of all strategic marketing decisions. No strategy is pursued until it Cheap Usa Flights passes the test Cheap Usa Flights of consumer research. Every Cheap Usa Flights aspect of a market Cheap Usa Flights offering, including the nature of 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 there is no point spending Cheap Usa Flights R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite Cheap Usa Flights of being technological breakthroughs.
A formal Cheap Usa Flights 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 Cheap Usa Flights provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, Cheap Usa Flights price, place, promotion) of marketing management.
In a product innovation Cheap Usa Flights approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the Cheap Usa Flights process and marketing research is conducted primarily to ensure Cheap Usa Flights that a Cheap Usa Flights profitable market segment(s) exists for Cheap Usa Flights Ranitidine Cheap Tramadol the innovation. The rationale Cheap Usa Flights is that customers Cheap Usa Flights may not know what options will be available to them in the future so we should not expect them to Cheap Usa Flights tell us what they will buy in Cheap Airline Flight the future. However, marketers can aggressively Cheap Usa Flights over-pursue product innovation and try to overcapitalize on a niche. Cheap Usa Flights When pursuing a product innovation approach, Cheap Usa Flights marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research Cheap Usa Flights he would have produced larger candles rather than inventing light bulbs. Many firms, such Cheap Usa Flights as research and development focused Cheap Usa Flights companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Cheap Usa Flights Video games are played). Cheap Usa Flights Many purists doubt Cheap Usa Flights whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
