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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds
Cheap Rental Cars Gold Coast the product Cheap Rental Cars Gold Coast or service. Marketing theory and practice is justified in Cheap Rental Cars Gold Coast the belief that customers use a product or service because
Cheap Rental Cars Gold Coast they have Cheap Rental Cars Gold Coast a need, or because it provides a perceived benefit.
Two major Cheap Rental Cars Gold Coast factors of marketing are the recruitment of new customers (acquisition) and Cheap Rental Cars Gold Coast the retention and expansion of relationships with Cheap Rental Cars Gold Coast existing customers (base Cheap Rental Cars Gold Coast management). Once a marketer has converted Cheap Rental Cars Gold Coast the prospective buyer, base management marketing takes over. The process for base management shifts the marketer Cheap Rental Cars Gold Coast to building a relationship, nurturing the links, Cheap Rental Cars Gold Coast enhancing the benefits that sold the buyer in
Cheap Rental Cars Gold Coast the first place, and improving the product/service continuously to protect the business from competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the
Cheap Rental Cars Gold Coast 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 successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Cheap Rental Cars Gold Coast Marketers hope that this process will give
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them a Cheap Rental Cars Gold Coast sustainable competitive advantage. Marketing management Cheap Rental Cars Gold Coast is the practical application of this process. The offer is also an important addition to Cheap Rental Cars Gold Coast the 4P's theory.
Within most organizations, the
Cheap Rental Cars Gold Coast activities encompassed by Cheap Rental Cars Gold Coast the marketing function are led by a Vice President or Director of Marketing. A growing number of Cheap Rental Cars Gold Coast organizations, especially large US companies, have a Chief Marketing Officer position, Cheap Rental Cars Gold Coast reporting
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to the Chief Executive Officer.
The American Marketing Association
Cheap Rental Cars Gold Coast (AMA)
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states, �Marketing is the Cheap Rental Cars Gold Coast activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, Cheap Rental Cars Gold Coast 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 underpins these activities. Through advertising, it is also related
Cheap Rental Cars Gold Coast to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It Cheap Rental Cars Gold Coast is also an area of activity infamous for Cheap Rental Cars Gold Coast re-inventing itself
Cheap Rental Cars Gold Coast and its vocabulary Cheap Rental Cars Gold Coast 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 Cheap Rental Cars Gold Coast there are three ways of doing this: Cheap Rental Cars Gold Coast the customer-driven approach, the sense of identifying market changes and the product
Cheap Rental Cars Gold Coast 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
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aspect of a
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market offering, including the nature of the product itself, is driven by the needs
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Cheap Rental Cars Gold Coast rationale
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A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Cheap Rental Cars Gold Coast Ps renamed and reworded to provide a customer focus.
The SIVA Cheap Rental Cars Gold Coast Model
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provides a demand/customer Cheap Rental Cars Gold Coast centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
In a product innovation approach, the Cheap Rental Cars Gold Coast company pursues product innovation,
Cheap Rental Cars Gold Coast then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market Cheap Rental Cars Gold Coast 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
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not expect them to tell us what they will buy in the future. However, Cheap Rental Cars Gold Coast marketers can aggressively over-pursue product innovation and try to overcapitalize Cheap Rental Cars Gold Coast on a niche. When Cheap Rental Cars Gold Coast pursuing a
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product innovation Cheap Rental Cars Gold Coast approach, marketers Cheap Rental Cars Gold Coast must ensure that they have a varied and multi-tiered approach to product innovation. It is Cheap Rental Cars Gold Coast claimed that 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 who constantly change the way Video games Cheap Rental Cars Gold Coast are played). Many purists doubt whether this is really a form of marketing orientation at all, because
Cheap Rental Cars Gold Coast of the ex post status of consumer research. Some even question whether it is marketing.
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