Marketing Approaches and Customer Orientation SIVA

Marketing Approaches

• Value

• Customer Focus

• Exchange

• Transaction Focused

Either approach involves providing a Product or Service the buyer perceives as valuable

Customer Orientation SIVA (Solution, Information, Value, Access).

• Renames four Ps to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps of marketing management.

Product → Solution

Promotion → Information

Price → Value

Place (Distribution)→ Access

 

• Product. That which provides value to customer. Constructive Criticism helps marketers adapt product offerings to meet changing customer needs

· Promotion:Marketing vs.Advertising.

Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

Advertising

• Single component of the marketing process.

• Part of Promotion - getting the word out

• Includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and the Internet.

• Largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

Successful Ad Campaigns

Have You Had Your Break Today? McDonald's is another company that has come up with a phenomenal number of catchy slogans over the years. In 1995, McDonald's asked consumers a simple question in their advertisements: "Have You Had Your Break Today?" This catchy slogan provided a revamp to the successful 1980 slogan, "You Deserve a Break Today.

· Price.

• Cost of Product

• Value the Product provides to Customer

• Depends on Economic Factors

• Take into Account Marketing Mix

· Place.

• Where product is available or where transaction takes place

• With Internet, Place is everywhere for most non-essential goods

• If you do not have the proper place you cannot compete in some industries

• Make it easy to buy a product

Conclusion

Marketing is a widely used term to describe the means of communication between the company and the consumer audience. Marketing is the adaptation of the commercial activities and use of institutions by the organizations with a purpose to induce behavioral change on a short-term or permanent basis. The American Marketing Association most recently defined Marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

From a societal point of view, marketing provides the link between a society's material requirements and its economic patterns of response. This way marketing satisfies these needs and wants through the development of exchange processes and the building of long-term relationships.

In the case of nonprofit organization marketing, the aim is to increase the deliver an ethos message about the organization's services to the applicable audience. Governments often employ marketing to communicate messages with a social purpose, such as a public health or safety message, to citizens.

Control questions:

1. Can you give the definition of marketing?

2. Give more information about successful Ad Campaigns.

3. What do you know about marketing approaches and customer orientation SIVA?

4. Give the information about marketing process.

5. What do you know about marketing evolution?

Literature

1. English for economists and managers: textbook/ O. V. Ulyanov, S. V. Grishin; yurginskiy technological Institute. – Tomsk: Publishing house of Tomsk Polytechnic University-theta, 2011. – 111 p.

2. Besanko D.A, Brauetugam R.R, Gibbs M.J Microeconomics,2011, Chicago

3. Griffiths A, Wall S.Economics for business and management,2011, England

4. Varian H.R. Intermediate microeconomics,2010, University of California at Berkeley

5. Boyd, W. Harper. Marketing Management.- Boston, 2010

Promotion

 

The purpose: Consider the main aspects of promotion, promotion objectives, developing and managing an advertising program, sales promotion

Key words: promotion, sales, advertising program, communication, personal selling, public relation

Questions:

12.1 Definition of promotion and promotion objectives

12.2 Developing and managing an advertising program

12.3 Sales promotion