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 Cheap Flights To Casa Blanca use a product or service because they have a need, or because it provides Cheap European Flights From Uk a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and Cheap European Flights From Uk the retention and expansion of relationships Cheap European Flights From Uk with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management Cheap Flights To The States shifts the marketer to building a Cheap European Flights From Uk relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the Cheap European Flights From Uk 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 the wants Cheap European Flights From Uk and desires Cheap European Flights From Uk of the consumers or Cheap European Flights From Uk Shoppers in the target market. Trying Cheap European Flights From Uk to convince a Cheap European Flights From Uk market segment to buy something they don't want is extremely expensive and seldom successful. Marketers Cheap European Flights From Uk depend on insights from marketing Cheap Hotel Madrid research, both formal and informal, to determine what consumers want Cheap European Flights From Uk and what they are willing to pay for. Marketers hope that this process Cheap European Flights From Uk will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is Cheap European Flights From Uk also an important addition to the 4P's theory.
|
Within most organizations, the Cheap European Flights From Uk activities Cheap European Flights From Uk encompassed by the marketing Cheap European Flights From Uk 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, Cheap European Flights From Uk reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of Cheap European Flights From Uk institutions, Cheap European Flights From Uk and Cheap European Flights From Uk processes Cheap European Flights From Uk for creating, communicating, delivering, and exchanging offerings Cheap European Flights From Uk that have value for Cheap Student Domestic Airfares customers, clients, partners, and society at Cheap European Flights From Uk large.".
Marketing methods Cheap European Flights From Uk are Cheap European Flights From Uk informed by many of the social sciences, particularly 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 Cheap European Flights From Uk of the Cheap European Flights From Uk creative arts. Marketing is a wide and heavily interconnected subject with Cheap European Flights From Uk extensive Cheap European Flights From Uk publications. 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 Cheap European Flights From Uk (or customer orientation). This implies that the company focuses its activities and Cheap European Flights From Uk products on Cheap European Flights From Uk consumer demands. Generally there are three ways Cheap White Gold Earrings of doing this: the customer-driven approach, the sense of identifying market changes and the Cheap European Flights From Uk product innovation approach.
|
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing Cheap European Flights From Uk decisions. No strategy is pursued until it passes the test of consumer research. Every Cheap European Flights From Uk aspect of a market offering, including the nature of the product itself, Cheap European Flights From Uk is driven Cheap European Flights From Uk by the needs Cheap European Flights From Uk of potential consumers. The starting point is always the consumer. The rationale for this approach is 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] Cheap European Flights From Uk (Solution, Information, Value, Access). Cheap European Flights From Uk Cheap Shared Hosting This system is basically the four Ps renamed and reworded to provide Idaho Cheap Travel Insurance a customer focus.
The SIVA Model provides a demand/customer centric Cheap European Flights From Uk 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 product. Product innovation drives the process and marketing Cheap European Flights From Uk research is conducted Cheap European Flights From Uk primarily to ensure that a profitable Cheap European Flights From Uk market Cheap European Flights From Uk segment(s) exists for the innovation. Cheap European Flights From Uk The rationale is that customers may not know what options will be available to them in the future so we should Cheap European Flights From Uk not expect them to tell us what they will buy in the future. However, marketers Cheap European Flights From Uk can aggressively over-pursue product innovation and try to overcapitalize on a niche. When Cheap European Flights From Uk pursuing a product innovation approach, marketers Cheap European Flights From Uk 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 he would have produced larger candles Cheap European Flights From Uk rather than inventing light bulbs. Many firms, such Cheap European Flights From Uk as Cheap European Flights From Uk research and development focused companies, successfully focus on Cheap European Flights From Uk product innovation Cheap European Flights From Uk (Such Cheap European Flights From Uk Cheap Flights To The United States as Nintendo who constantly change the way Video games are played). Many purists doubt whether Cheap European Flights From Uk this is really a form of marketing Cheap European Flights From Uk orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
|