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A market-focused, or customer-focused, Boston Toronto Cheap Flights organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the Boston Toronto Cheap Flights belief that customers use a product or service because they have a need, or because it provides a perceived benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has Boston Toronto Cheap Flights converted the prospective buyer, base management marketing takes over. The process for base management shifts Boston Toronto Cheap Flights the marketer to Boston Toronto Cheap Flights building a relationship, nurturing the links, enhancing the Boston Toronto Cheap Flights benefits that sold the buyer Boston Toronto Cheap Flights in the first place, and improving the product/service continuously to protect the business from competitive Boston Toronto Cheap Flights encroachments. For a marketing Boston Toronto Cheap Flights plan to be successful, the mix of the four "Ps" must reflect the wants and desires Boston Toronto Cheap Flights of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't Boston Toronto Cheap Flights Cheap Dallas Apartment Htm want is extremely expensive and seldom Boston Toronto Cheap Flights successful. Marketers depend on insights Cheap Air Fares In Winnipeg from marketing research, both Boston Toronto Cheap Flights formal and informal, to Boston Toronto Cheap Flights determine what consumers want and Rome Bologna Cheap Flights what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process.

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The offer is also an Boston Toronto Cheap Flights important addition to the 4P's theory. Within most Boston Toronto Cheap Flights organizations, the activities encompassed by Boston Toronto Cheap Flights the marketing function are led Boston Toronto Cheap Flights by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Boston Toronto Cheap Flights Officer position, reporting to the Chief Executive Officer. The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, Chevy Pickup Parts Cheap delivering, and exchanging offerings that have value for customers, clients, partners, and Boston Toronto Cheap Flights society at large.". Marketing methods are informed Boston Toronto Cheap Flights by many of the social sciences, particularly psychology, sociology, and economics. Boston Toronto Cheap Flights Anthropology is Boston Toronto Cheap Flights also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It Boston Toronto Cheap Flights is also an area of activity infamous for Obligation Cheap Travel Insurance re-inventing itself and its vocabulary according to the times and the culture. Many companies today have a customer focus (or customer orientation). This implies that the company focuses Cheap Dunlap Motorcycle Tires its activities and products Boston Toronto Cheap Flights 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 Boston Toronto Cheap Flights approach. In the consumer-driven approach, consumer wants are the drivers Boston Toronto Cheap Flights of all strategic marketing decisions. No strategy is pursued until it passes the Boston Toronto Cheap Flights test of consumer research. Every aspect of a market offering, including the Boston Toronto Cheap Flights nature of the product itself, is driven by the Boston Toronto Cheap Flights needs of Boston Toronto Cheap Flights potential consumers. The starting point is always the consumer. The rationale for this approach Boston Toronto Cheap Flights is that there is no point spending R&D funds developing products that people will not buy. History attests

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to many Cheap Flights Toronto To Australia products that were commercial Cheap Flights From Toronto To Paris failures in spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system

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is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides

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a Boston Toronto Cheap Flights demand/customer centric version alternative to the Boston Toronto Cheap Flights well-known 4Ps supply side model (product, price, place, promotion) of marketing management. In a product innovation Boston Toronto Cheap Flights approach, Boston Toronto Cheap Flights the company pursues product innovation, then tries Boston Toronto Cheap Flights to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure Boston Toronto Cheap Flights that a profitable Boston Toronto Cheap Flights market segment(s) exists for the innovation. The rationale is that customers may not Boston Toronto Cheap Flights know what options will be available to them

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in the future so we should not expect them to tell us what they will buy in the future. However, Boston Toronto Cheap Flights marketers can aggressively over-pursue product London Toronto Cheap Flights Travelocity innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have Boston Toronto Cheap Flights a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison Boston Toronto Cheap Flights depended on marketing research he would have Boston Toronto Cheap Flights produced larger candles Boston Toronto Cheap Flights rather than inventing light bulbs. Many firms, such as

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research and development focused companies, successfully focus on product innovation (Such as Nintendo Boston Toronto Cheap Flights who constantly Boston Toronto Cheap Flights change Boston Toronto Cheap Flights the way Video Boston Toronto Cheap Flights games are played). Many Boston Toronto Cheap Flights purists Boston Toronto Cheap Flights doubt whether this is really a form of marketing orientation at Boston Toronto Cheap Flights all, because of the ex Boston Toronto Cheap Flights post status of consumer research. Some even question whether it is marketing.