A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Cheap Bus Fares Marketing Cheap Bus Fares theory and practice is justified in the belief that customers use a product or Cheap Bus Fares 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 customers (base management). Cheap Bus Fares Once a marketer has converted Cheap Bus Fares the prospective buyer, base management marketing takes over. Cheap Bus Fares The process for base management shifts the marketer to building a relationship, nurturing the Cheap Bus Fares links, enhancing the benefits that sold the buyer in the first place, and Cheap Flights To Ireland improving the Cheap Bus Fares product/service continuously to protect the business from competitive encroachments.
For a Cheap Bus Fares marketing plan to be successful, Cheap Bus Fares the mix of the four "Ps" must reflect the wants Cheap Bus Fares and Cheap Bus Fares desires of the consumers or Shoppers in the target market. Trying to Cheap Bus Fares convince a market Cheap Bus Fares segment to buy something they don't want is extremely expensive and seldom successful. Cheap Bus Fares Marketers depend on insights from marketing research, both formal and informal, to determine what consumers Cheap Bus Fares want and what they are willing to Cheap Bus Fares pay for. Marketers hope that this process Cheap Bus Fares will give them a sustainable competitive Cheap Bus Fares advantage. Marketing management is the practical application of this process. The offer is also an important addition Cheap Ipod Nano to Cheap Bus Fares the 4P's theory.
Within most Cheap Bus Fares organizations, Cheap Bus Fares the activities Cheap Bus Fares encompassed by the marketing function are led by a Vice Cheap Bus Fares President or Director Cheap Bus Fares of Marketing. A growing number Cheap Bus Fares of organizations, especially Cheap Bus Fares large US companies, Cheap Bus Fares have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes Cheap Theatre Tickets for creating, communicating, delivering, Cheap Bus Fares and exchanging offerings that have Cheap Flights To India value 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 small, but growing influence. Market research Cheap Bus Fares underpins these activities. Through Cheap Bus Fares advertising, Cheap Bus Fares it is also related to Cheap Bus Fares many Cheap Bus Fares of Cheap Bus Fares the creative arts. Marketing is a wide and heavily interconnected subject with Cheap Bus Fares extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.
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Many companies today have a customer focus (or customer orientation). This implies that the company focuses Cheap Bus Fares its activities and products on consumer demands. Generally there are three ways of doing Cheap Bus Fares this: the Cheap Bus Fares customer-driven approach, the sense Cheap Bus Fares of identifying market changes and the product innovation approach.
In the Cheap Bus Fares 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 Cheap Bus Fares aspect Cheap Bus Fares of a market offering, including the nature of the product itself, is driven by the needs Cheap Cars Sale of Cheap Bus Fares potential consumers. The starting Cheap Bus Fares point is always the consumer. The rationale Cheap Bus Fares for this approach Cheap Bus Fares is that Cheap Bus Fares 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 of being Cheap Bus Fares technological breakthroughs.
A formal Cheap Bus Fares approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Cheap Contact Lens Value, Access). This system is basically Cheap Bus Fares the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of Cheap Bus Fares marketing management.
In a product Cheap Bus Fares innovation approach, the company pursues Cheap Bus Fares product innovation, then tries to develop a market for the product. Product Cheap Hearing Aids innovation drives the Cheap Bus Fares process and marketing research Cheap Package Holidays 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 available to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively Cheap Gucci Watches over-pursue product innovation and try 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 depended on marketing research he would have produced larger Cheap Bus Fares candles rather than inventing light Cheap Bus Fares bulbs. Many firms, such as research and development Cheap Bus Fares 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 Cheap Bus Fares form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. |
