A market-focused, or customer-focused, organization first determines what its Athens Flights Cheap potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides a perceived Athens Flights Cheap benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships Athens Flights Cheap with existing customers Athens Flights Cheap (base management). Once a marketer Athens Flights Cheap has converted the Athens Flights Cheap prospective buyer, base management marketing takes over. The process for base management shifts the Athens Flights Cheap marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in Athens Flights Cheap the first place, Athens Flights Cheap and improving the product/service continuously to protect the business from competitive encroachments.
For a Athens Flights Cheap marketing plan Athens Flights Cheap to be successful, the Athens Flights Cheap mix Athens Flights Cheap of the four "Ps" must reflect the wants and desires Athens Flights Cheap of the consumers or Shoppers in the target market. Trying to Athens Flights Cheap convince a Athens Flights Cheap market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers Cheap Ski Trips Easter Chalets want Athens Flights Cheap and what they are willing to pay for. Athens Flights Cheap Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical Athens Flights Cheap 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 Athens Flights Cheap function are led by a Vice President or Director Athens Flights Cheap of Marketing. A growing number Athens Flights Cheap of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to Athens Flights Cheap the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of Athens Flights Cheap institutions, and processes for creating, communicating, delivering, and exchanging offerings that Clomid Cheap have value Athens Flights Cheap 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 also a Athens Flights Cheap small, but Athens Flights Cheap growing influence. Market Athens Flights Cheap research underpins these activities. Through advertising, it is also Athens Flights Cheap related to many of the creative arts. Cheap Hotel Sheffield Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for Athens Flights Cheap re-inventing itself and its vocabulary according Athens Flights Cheap to the times and the culture.
Many companies today have a customer focus (or customer orientation). This implies that the Athens Flights Cheap company Athens Flights Cheap focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven Athens Flights Cheap approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are Athens Flights Cheap the drivers Athens Flights Cheap of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. Athens Flights Cheap The starting point is always the consumer. The rationale Athens Flights Cheap for this Athens Flights Cheap approach is that Athens Flights Cheap there is no point spending R&D funds developing products that people will not Athens Flights Cheap buy. History attests to many products that were commercial failures in Athens Flights Cheap spite of being technological breakthroughs.
A formal Athens Flights Cheap 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.
The SIVA Model provides a demand/customer Athens Flights Cheap centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the Athens Flights Cheap company Athens Flights Cheap pursues product innovation, then tries to develop a market for the product. Athens Flights Cheap Product innovation drives Athens Flights Cheap the process and marketing research is Athens Flights Cheap conducted primarily to ensure that a profitable Athens Flights Cheap market segment(s) exists Athens Flights Cheap for the innovation. The rationale is that customers Athens Flights Cheap may not know what options will be available Athens Flights Cheap to them in the future so we should not expect them to tell us what they will Athens Flights Cheap buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. Cheap Disneyland Vacations When pursuing a product innovation approach, marketers must ensure that they have Athens Flights Cheap a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have Cheap Flights Europe Airlines produced larger candles rather than inventing light bulbs. Many firms, such as Athens Flights Cheap 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 Athens Flights Cheap a form of marketing orientation at all, Athens Flights Cheap because of the ex post status of Athens Flights Cheap consumer research. Some even question whether it is marketing. |
