A market-focused, or customer-focused, organization first determines what its potential customers desire, Cheap Package Holidays and then builds the Cheap Package Holidays product Cheap Package Holidays or service. Marketing theory and practice Cheap Package Holidays is justified in the belief that customers use Cheap Package Holidays a product or service because they have Cheap Package Holidays a need, or because Cheap Football Tickets it provides a perceived Cheap Package Holidays Cheap Flights To Ireland benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted Cheap Package Holidays the prospective buyer, base management marketing takes over. The process for base management shifts the marketer Cheap Package Holidays to building a relationship, nurturing the links, enhancing the benefits that sold the Cheap Package Holidays buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be Cheap Package Holidays successful, the Cheap Package Holidays mix of the four "Ps" must Cheap Package Holidays reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince Cheap Package Holidays a market Cheap Ipod Nano segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend Cheap Package Holidays Cheap Theatre Tickets on insights from marketing research, both Cheap Package Holidays formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that 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 Cheap Package Holidays most organizations, the activities encompassed by the marketing function are led by a Vice Cheap Package Holidays President or Director of Marketing. A growing number of organizations, especially large US companies, have Cheap Package Holidays a Chief Marketing Officer Cheap Package Holidays position, reporting to the Chief Executive Officer.
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The American Marketing Association (AMA) states, Cheap Package Holidays �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and Cheap Package Holidays exchanging offerings that have value for Cheap Package Holidays customers, clients, partners, and Cheap Package Holidays society at large.".
Marketing Cheap Package Holidays methods are informed by many of the social sciences, particularly Cheap Package Holidays psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily Cheap Package Holidays interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three Cheap Package Holidays ways of doing this: the customer-driven approach, Cheap Package Holidays the sense of identifying market Cheap Package Holidays changes and the product innovation approach.
In the consumer-driven approach, consumer wants are Cheap Package Holidays the drivers of all strategic Cheap Flights To India 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 Cheap Package Holidays potential Cheap Package Holidays consumers. The starting point Cheap Package Holidays is always the consumer. The rationale for Cheap Package Holidays this approach is that there is no point spending R&D funds developing products that Cheap Package Holidays people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to Cheap Cars Sale this customer-focused marketing is known as SIVA[3] Cheap Contact Lens (Solution, Information, Value, Access). Cheap Package Holidays This Cheap Package Holidays system Cheap Package Holidays is basically the four Cheap Package Holidays Ps renamed and reworded to provide a customer focus.
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The SIVA Model Cheap Package Holidays provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation Cheap Package Holidays approach, the company pursues product innovation, then tries to Cheap Package Holidays develop a market for the product. Product innovation drives the process Cheap Hearing Aids and marketing research is conducted Cheap Package Holidays 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 available to Cheap Package Holidays them in the future so we Cheap Package Holidays should not expect them to tell us what they will buy in the future. However, marketers can Cheap Package Holidays aggressively over-pursue product innovation and try to overcapitalize on a Cheap Package Holidays niche. When Cheap Package Holidays pursuing a product innovation approach, marketers must Cheap Package Holidays ensure that they have a varied and multi-tiered approach Cheap Package Holidays to product innovation. Cheap Package Holidays It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light Cheap Package Holidays bulbs. Many firms, such as Cheap Package Holidays research and development focused companies, successfully focus on product innovation Cheap Package Holidays (Such as Nintendo who constantly change the way Video games are played). Many Cheap Package Holidays purists doubt whether this Cheap Package Holidays is really a form of marketing Cheap Package Holidays orientation at all, because of the ex post Cheap Package Holidays status of consumer research. Some even question whether it is marketing. |
