A market-focused, or Cheap Flights Paris France customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing Cheap Flights Paris France theory and practice is justified in the belief that customers use a Cheap Flights Paris France product or service because they have a need, or because Cheap Flights Paris France it provides Cheap Flights Paris France a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing Cheap Flights Paris France customers (base management). Once a marketer has Cheap Flights Paris France converted Cheap Flights Paris France the Cheap Flights Paris France prospective buyer, base management marketing Cheap Flights Paris France takes over. The process for base management shifts the marketer to building a relationship, nurturing Cheap Flights Paris France the links, enhancing the benefits that sold the buyer Cheap Umbrella Stroller in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" Cheap Flights Paris France must reflect Cheap Flights Paris France the wants and desires Cheap Flights Paris France of the consumers or Shoppers in the target market. Cheap Flights Paris France Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights Cheap Flights Paris France from marketing Cheap Flights Paris France research, both formal and informal, to determine what consumers want and what they are willing to pay Cheap Online Shopping Travel Insurance Online for. Marketers hope that Cheap Flights Paris France 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 Vice President or Director of Marketing. A growing number of organizations, especially large US companies, Cheap Flights Paris France have a Chief Marketing Officer position, Cheap Flights Paris France reporting to the 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, Cheap Flights Paris France and economics. Cheap Flights Paris France Anthropology is also a small, but growing influence. Cheap Flights Paris France Market research Cheap Flights Paris France underpins these activities. Through advertising, it is also related to Cheap Flights Paris France many of the Cheap Flights Paris France creative arts. Cheap Flights Paris France Marketing is a wide and heavily interconnected Cheap Flights Paris France subject with extensive publications. It is also an Cheap Flights Paris France area of activity infamous for re-inventing itself and its vocabulary according to Cheap Flights Paris France the times and the culture.
Many companies today have a customer focus (or customer orientation). This implies that the company focuses its Cheap Flights Paris France activities and products on consumer demands. Generally there are three ways of doing this: the Cheap Flights Paris France customer-driven approach, the sense of identifying market changes and the product innovation Cheap Flights Paris France approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing Cheap Flights Paris France decisions. No strategy is pursued until it passes the test of consumer research. Cheap Flights Paris France Every aspect of a market offering, including the Cheap Flights Paris France nature Cheap Flights Paris France of the product itself, is driven by the needs of Cheap Flights Paris France potential consumers. The starting Cheap Flights Paris France 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 Paris France History attests Cheap Flights Paris France to many products that Cheap Flights Paris France were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps Cheap Flights Paris France renamed and reworded to provide a Cheap Flights Paris France customer Cheap Flights Paris France focus.
The Cheap Flights Paris France SIVA Model provides a demand/customer centric version alternative to the Cheap Flights Paris France well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, Cheap Flights Paris France the company pursues product innovation, then tries to develop Cheap Flights Paris France a market for the product. Cheap Flights Paris France Product innovation drives the 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 Cheap Flights Paris France available to them in the future so we should not expect them to Cheap Flights Paris France tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try Cheap Flights Paris France to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison Cheap Flights Paris France depended on Cheap Flights Paris France marketing research he would have Cheap Flights Paris France produced larger Cheap Flights Paris France candles rather than inventing Cheap Flights Paris France light Cheap Flights Paris France bulbs. Many firms, such as research Cheap Zyrtec D 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 a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
