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Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with Cheap Flights Uk Spain existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base Cheap Flights Uk Spain management shifts the marketer to building a relationship, nurturing the links, enhancing the Cheap Flights Uk Spain benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
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Within most organizations, the activities encompassed by Cheap Flights Uk Spain 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, Cheap Flights Uk Spain reporting to the Cheap Flights Uk Spain Chief Executive Officer.
The American Marketing Association Cheap Flights Uk Spain (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and Cheap Flights Uk Spain exchanging offerings that have value for customers, clients, partners, and society at large.".
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Many companies today have a customer focus (or customer orientation). Cheap Flights Uk Spain This implies that the company focuses its activities and products on consumer demands. Generally there are Cheap Flights Uk Spain three ways of doing this: Cheap Flights Uk Spain the customer-driven approach, the sense of identifying Cheap Flights Uk Spain market changes and Cheap Flights Uk Spain the product innovation approach.
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In the Cheap Flights Uk Spain consumer-driven Cheap Flights Uk Spain approach, consumer wants are the drivers Cheap Flights Uk Spain of all strategic marketing decisions. No strategy is pursued until it passes the Cheap Flights Uk Spain Dirt Cheap Dining Room Set test of consumer Cheap Flights Uk Spain research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. Cheap Flights Uk Spain 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. Cheap Flights Uk Spain History attests to many products that were commercial failures in Cheap Flights Uk Spain spite of being technological breakthroughs.
A formal Cheap Flights Uk Spain approach to this Cheap Flights Uk Spain customer-focused marketing is known Cheap Flights Uk Spain as SIVA[3] (Solution, Information, Value, Access). This system is Cheap Flights Uk Spain basically the four Ps renamed and Cheap Flights Uk Spain reworded to provide a customer focus.
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In a product innovation approach, the company pursues product innovation, then tries to Cheap Flights Uk Spain develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the Cheap Flights Uk Spain innovation. The rationale is that customers may not know what options will be available to them in the future so we Cheap Flights Uk Spain should not expect them to tell Cheap Flights Uk Spain us what Cheap Flights Uk Spain they will buy in the future. However, marketers can Cheap Flights Uk Spain aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that Cheap Flights Uk Spain they have Cheap Flights Uk Spain a varied and multi-tiered approach to product innovation. Cheap Flights Uk Spain It is claimed that if Thomas Edison depended on marketing research he would have produced larger Cheap Affordable Loans candles rather 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 Cheap Flights Uk Spain this is really a form of Cheap Flights Uk Spain marketing Cheap Flights Uk Spain orientation at all, because of the ex post status of consumer research. Some Cheap Flights Uk Spain even question Cheap Flights Uk Spain whether it is marketing. |
