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- Posted on May 23, 2008 at 10:19:24PM
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Preview: ... umer needs. It includes managing every aspect of the image an organization wants to deliver, which involves coordinating the look and feel of each element, as well as coordinating the timing of various promotion elements. Then the organization must deliver that image through everything that they do, because everything communicates something about the brand. The increasing complexity and sophistication of marketing communications requires careful promotional planning to coordinate IMC strategies. <br>Customer focus<br><br>Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.<br>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 aspect of a market offering, including the nature 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 to many products that were commercial failures in spite of being technological breakthroughs.[3]<br>A formal approach to this customer-focused marketing is known as SIVA[4] (Solution, Inform ...
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