A market-focused, or customer-focused, organization first Military Discount Cheap Fares determines what its potential customers desire, and Military Discount Cheap Fares then Military Discount Cheap Fares builds the product or Military Discount Cheap Fares service. Marketing theory and practice is justified in the belief that customers use a product or service because they Military Discount Cheap Fares have a need, or because it provides a perceived benefit.
Two Military Discount Cheap Fares major factors of marketing are the recruitment of new customers Military Discount Cheap Fares (acquisition) and Military Discount Cheap Fares the retention and expansion of relationships with existing customers (base management). Once a marketer Military Discount Cheap Fares has converted Military Discount Cheap Fares the Military Discount Cheap Fares prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building Military Discount Cheap Fares a relationship, nurturing the links, enhancing the benefits Military Discount Cheap Fares that sold the buyer in the first Military Discount Cheap Fares place, and improving the product/service continuously to protect the business from competitive encroachments.
For a Military Discount Cheap Fares marketing plan Military Discount Cheap Fares to Military Discount Cheap Fares 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 Military Discount Cheap Fares successful. Marketers depend on insights Military Discount Cheap Fares from marketing research, both formal and informal, to determine what Military Discount Cheap Fares consumers want and what they are willing to pay Military Discount Cheap Fares for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer Military Discount Cheap Fares is also an important addition to the 4P's theory.
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Within most organizations, the activities encompassed Military Discount Cheap Fares by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large Military Discount Cheap Fares US companies, 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 for creating, communicating, delivering, Military Discount Cheap Fares and exchanging offerings that have value for customers, clients, partners, and society at large.".
Marketing methods Military Discount Cheap Fares are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is Military Discount Cheap Fares also a small, but growing influence. Market research underpins these activities. Through advertising, Military Discount Cheap Fares it is also Military Discount Cheap Fares related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also Military Discount Cheap Fares an Military Discount Cheap Fares area of activity infamous for re-inventing itself and its vocabulary according Military Discount Cheap Fares to the times and the culture.
Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities Military Discount Cheap Fares and products on consumer Military Discount Cheap Fares demands. Military Discount Cheap Fares Generally there are Military Discount Cheap Fares three ways of doing this: the Military Discount Cheap Fares customer-driven approach, Military Discount Cheap Fares the sense of identifying Military Discount Cheap Fares market changes and the product innovation approach.
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In the consumer-driven approach, consumer wants are the drivers of all Military Discount Cheap Fares strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature Military Discount Cheap Fares of the product itself, is driven 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 funds developing products that people will not buy. History attests Military Discount Cheap Fares to many products that were commercial failures in spite Military Discount Cheap Fares of being technological Military Discount Cheap Fares breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA[3] Military Discount Cheap Fares (Solution, Information, Value, Access). This system is Military Discount Cheap Fares basically 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 marketing management.
In a product innovation approach, Military Discount Cheap Fares the company pursues product innovation, then tries to Military Discount Cheap Fares develop a market Military Discount Cheap Fares for the product. Product innovation drives the process Military Discount Cheap Fares and marketing research is Military Discount Cheap Fares conducted Military Discount Cheap Fares 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 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 Military Discount Cheap Fares if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo Military Discount Cheap Fares who constantly change the way Video games Military Discount Cheap Fares are played). Many purists doubt whether Military Discount Cheap Fares this is really a form of marketing Military Discount Cheap Fares orientation at all, because Military Discount Cheap Fares of the ex post status of consumer research. Military Discount Cheap Fares Some even question whether it is marketing. |
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