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Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing Cheap Gucci Watches number of organizations, Cheap Gucci Watches especially large US companies, have a Cheap Gucci Watches Chief Marketing Officer position, reporting to the Chief Executive Officer.
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Many companies today have a Cheap Gucci Watches customer focus (or customer orientation). This implies that Cheap Cars Sale the 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 Cheap Gucci Watches changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including Cheap Gucci Watches the nature of the product itself, is driven Cheap Gucci Watches by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D Cheap Gucci Watches funds developing products Cheap Gucci Watches 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] (Solution, Information, Value, Access). This system is basically the four Ps renamed and Cheap Gucci Watches reworded to provide a customer Cheap Gucci Watches focus.
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In a product innovation approach, the company pursues product innovation, then Cheap Gucci Watches tries to develop a market for the product. Product Cheap Gucci Watches innovation drives the process and marketing research Cheap Gucci Watches is conducted primarily to ensure that a profitable market Cheap Gucci Watches segment(s) exists for the innovation. The rationale is that customers may not know what options will Cheap Gucci Watches be available Cheap Gucci Watches to them in the Cheap Gucci Watches future so we should not expect them to tell us Cheap Gucci Watches what they will buy Cheap Gucci Watches in the future. However, marketers Cheap Gucci Watches Cheap Contact Lens can aggressively over-pursue product innovation and try Cheap Gucci Watches to overcapitalize on a niche. When pursuing a product innovation approach, Cheap Gucci Watches marketers Cheap Gucci Watches must ensure that Cheap Gucci Watches they have a varied and multi-tiered approach to Cheap Gucci Watches product innovation. It is claimed Cheap Hearing Aids that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Cheap Gucci Watches Many firms, such as research and development focused companies, successfully Cheap Gucci Watches focus on product innovation Cheap Gucci Watches (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is really Cheap Package Holidays a form of marketing orientation at all, because Cheap Gucci Watches of Cheap Gucci Watches the ex post Cheap Gucci Watches status of Cheap Gucci Watches consumer research. Some even question whether it is marketing. |
