Page 143 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Information Analysis and Repackaging

Notes
Business Building and 1980s to In this context, marketing takes place
marketing / keeping present day between businesses or organizations. The
Industrial relationships product focus lies on industrial goods or
marketing between capital goods rather than consumer
organizations products or end products. Different forms
of marketing activities, such as promotion,
advertising and communication to the
customer are used.
Social Benefit to society 1990s to Similar characteristics as marketing
marketing present day orientation but with the added proviso that
there will be a curtailment of any harmful
activities to society, in either product,
production, or selling methods.
Branding Brand value 1980s to In this context, "branding" is the main
present day company philosophy and marketing is
considered an instrument of branding
philosophy.

Customer Orientation

A firm in the market economy survives by producing goods that persons are willing and able to buy.
Consequently, ascertaining consumer demand is vital for a firm’s future viability and even existence
as a going concern. Many companies today have a customer focus (or market 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 market change identification approach
and the product 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 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 reason to spend 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.
A formal approach to this customer-focused marketing is known as SIVA (Solution, Information,
Value, Access). This system is basically the four Ps renamed and reworded to provide a customer
focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps
supply side model (product, price, placement, promotion) of marketing management.

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