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.