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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice

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focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of Bg40 Cheap identifying market changes 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 Bg40 Cheap market

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offering, including the nature of the product itself, is driven by Bg40 Cheap the needs of Bg40 Cheap 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 Bg40 Cheap failures in spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Bg40 Cheap Access). This system is basically the four Ps renamed Bg40 Cheap and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric Bg40 Cheap version alternative

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to Bg40 Cheap the well-known Bg40 Cheap 4Ps supply side model (product, price, place, promotion) of marketing management. In a product innovation approach, the company pursues product innovation, Bg40 Cheap then tries Bg40 Cheap to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers can Bg40 Cheap aggressively over-pursue product innovation and try to overcapitalize on Bg40 Cheap a Bg40 Cheap niche. When pursuing a product innovation approach, marketers must ensure that they have Bg40 Cheap a varied and multi-tiered Bg40 Cheap approach to product innovation. It is Bg40 Cheap claimed Bg40 Cheap that if Thomas Edison depended on marketing research he would have produced larger Bg40 Cheap candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly

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change the way Video games are played). Bg40 Cheap Many purists doubt whether Bg40 Cheap this is really a form of marketing orientation Bg40 Cheap at all, because of Bg40 Cheap the ex post Bg40 Cheap status of consumer research. Some even question whether it is marketing.