A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or Cheap Air Flights Alien Flight service. Marketing theory and practice is Cheap Air Flights Alien Flight justified in Cheap Air Flights Alien Flight the Cheap Air Flights Alien Flight belief that customers use a product or service because they have a Cheap Air Flights Alien Flight need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and Cheap Air Flights Alien Flight the retention and expansion Cheap Pool Table Coin Operated of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. Cheap Air Flights Alien Flight The process Cheap Air Flights Alien Flight for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in Cheap Air Flights Alien Flight the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to Cheap Air Flights Alien Flight be successful, the mix of Cheap Air Flights Alien Flight the four Cheap Air Flights Alien Flight "Ps" must reflect the wants and desires Airline Tickets Cheap San Francisco of the consumers or Shoppers in Cheap Air Flights Alien Flight the target Cheap Air Flights Alien Flight market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend Cheap Air Flights Alien Flight on insights from marketing research, both formal and informal, to determine what Cheap Air Flights Alien Flight consumers Cheap Air Flights Alien Flight 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.
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Within most organizations, the activities encompassed by the Cheap Air Flights Alien Flight marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.
The American Marketing Association Cheap Air Flights Alien Flight (AMA) states, Cheap Air Flights Alien Flight �Marketing is the Cheap Air Flights Alien Flight activity, set of institutions, and processes for creating, communicating, Cheap Air Flights Alien Flight delivering, and exchanging offerings that have value for Cheap Air Flights Alien Flight customers, clients, partners, and society at large.".
Marketing methods are Cheap Air Flights Alien Flight informed by many of the social sciences, particularly 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 interconnected subject with extensive Cheap Air Flights Alien Flight publications. It is also an area of activity infamous for re-inventing Cheap Air Flights Alien Flight itself and Cheap Air Flights Alien Flight its vocabulary according to the times and Cheap Air Flights Alien Flight the culture.
Many companies today have a customer focus (or customer orientation). This implies that Cheap Air Flights Alien Flight the company focuses its Cheap Air Flights Alien Flight activities and products on consumer Cheap Air Flights Alien Flight demands. Generally there are three ways Cheap Flights Toronto Canada India of doing this: the customer-driven approach, the sense Cheap Air Flights Alien Flight of identifying Cheap Air Flights Alien Flight market changes Cheap Air Flights Alien Flight and the product innovation approach.
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In the consumer-driven approach, consumer wants are the Cheap Air Flights Alien Flight drivers of all strategic marketing decisions. No strategy is pursued until it passes the Cheap All Inclusive Caribbean Vacation Htm test of consumer research. Every aspect of a Cheap Air Flights Alien Flight market offering, including the nature of the product itself, is driven by the needs Cheap Air Flights Alien Flight of potential Cheap Air Flights Alien Flight consumers. The starting point is always the consumer. Cheap Air Flights Alien Flight The rationale for this approach is that there is no point spending R&D funds developing products that people Cheap Air Flights Alien Flight 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 Cheap Air Flights Alien Flight is known as Cheap Air Flights Alien Flight SIVA[3] (Solution, Information, Value, Access). This Cheap Air Flights Alien Flight system is basically the four Ps renamed and reworded to Cheap Air Flights Alien Flight 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 marketing management.
In a product innovation approach, the company pursues product innovation, then tries to develop a market for Cheap Air Flights Alien Flight the product. Product innovation drives Cheap Air Flights Alien Flight the process and marketing research is conducted primarily to ensure Cheap Air Flights Alien Flight that a profitable market segment(s) exists for the innovation. Cheap Air Flights Alien Flight The rationale is that Cheap Air Flights Alien Flight customers may not Cheap Air Flights Alien Flight 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 over-pursue product innovation Cheap Air Flights Alien Flight 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 Cheap Las Vegas Holiday product innovation. It is claimed that if Thomas Cheap Air Flights Alien Flight Edison depended on marketing research he would have produced larger candles rather Cheap Air Flights Alien Flight than inventing light bulbs. Many Cheap Air Flights Alien Flight firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video Cheap Air Flights Alien Flight games are played). Many purists doubt whether Cheap Air Flights Alien Flight this is really a form of Cheap Air Flights Alien Flight marketing orientation at all, because of the ex post status of Cheap Air Flights Alien Flight consumer Cheap Air Flights Alien Flight research. Some even question whether it is marketing. |
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