| A market-focused, or customer-focused, organization first Cheap Diving Holidays determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified Cheap Diving Holidays in Cheap Diving Holidays the belief that customers use a product Cheap Diving Holidays or service because they have a need, or because it provides 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 Diving Holidays customers (base management). Once a marketer has converted the prospective Cheap Diving Holidays buyer, base management marketing Cheap Diving Holidays takes over. The process Cheap Diving Holidays for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and Cheap Diving Holidays improving the product/service continuously to protect the business from competitive encroachments.
For a marketing Cheap Diving Holidays plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, Cheap Singapore Hotels both Cheap Diving Holidays formal Cheap Diving Holidays and informal, to determine what consumers want and what they are willing Cheap Diving Holidays to pay for. Marketers hope that this process will give them a Cheap Diving Holidays Cheap Trailers sustainable competitive advantage. Marketing management is the practical application of Cheap Florida Auto Insurance this process. The offer is also an important addition to the 4P's theory.
Within Cheap Diving Holidays most organizations, the activities Cheap Diving Holidays encompassed by the marketing function are led by a Vice President or Director of Cheap Diving Holidays Marketing. A growing number of organizations, especially Cheap Mustang Parts large US companies, have a Chief Marketing Officer position, reporting to the Chief Cheap Diving Holidays Executive Officer.
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The American Marketing Association (AMA) states, Cheap Diving Holidays �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings Cheap Diving Holidays that have value for customers, clients, partners, Cheap Diving Holidays and society at Cheap Diving Holidays large.".
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, Cheap Diving Holidays and economics. Anthropology is Cheap Diving Holidays also Cheap Diving Holidays a Cheap Surfboards small, Cheap Diving Holidays but growing influence. Market research underpins these Cheap Diving Holidays activities. Through advertising, it is also related to many Cheap Diving Holidays of the creative arts. Cheap Diving Holidays Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself Cheap Diving Holidays and its vocabulary Cheap Diving Holidays according to the times and the culture.
Many companies today have Cheap Diving Holidays a customer focus (or customer orientation). This implies that the Cheap Diving Holidays 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 changes and the product innovation approach.
In the consumer-driven approach, consumer Cheap Diving Holidays wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes Discount Travel Air Lines Cheap Ticketscom the Cheap Diving Holidays test Cheap Diving Holidays of consumer research. Every aspect of a market offering, including Cheap Adult Costumes the nature of the product itself, is Household Finance Car Cheap Insurance driven by the needs of Cheap Diving Holidays 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 Cheap Diving Holidays of Cheap Diving Holidays being technological breakthroughs.
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A formal approach to this customer-focused marketing is known as SIVA[3] Cheap Diving Holidays (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer Cheap Diving Holidays focus.
The SIVA Cheap Diving Holidays Model provides a demand/customer centric version alternative to the well-known 4Ps Cheap Diving Holidays 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 Cheap Diving Holidays product. Product innovation drives the process and Cheap Diving Holidays 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 Cheap Diving Holidays be available to them in the Cheap Diving Holidays future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively Cheap Diving Holidays over-pursue product innovation Cheap Diving Holidays and try Cheap Business Class Flights Sydney to overcapitalize on Cheap Diving Holidays a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and Cheap Diving Holidays multi-tiered approach Cheap Diving Holidays to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing Cheap Diving Holidays light bulbs. Many firms, Cheap Diving Holidays such as research and development focused Cheap Diving Holidays companies, successfully focus Cheap Diving Holidays 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 Cheap Diving Holidays marketing orientation at all, because Cheap Diving Holidays of the ex Cheap Diving Holidays post status of consumer research. Some even question whether it is marketing. |
