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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 is justified in the belief that customers use a product or service because Cheap Diaper Bag they have a need, Cheap Diaper Bag or because it provides a perceived benefit. Two major factors of marketing are the recruitment of new customers Cheap Diaper Bag (acquisition) and the retention and expansion Cheap Diaper Bag of relationships with existing customers (base management). Once a marketer has converted Cheap Diaper Bag the Cheap Diaper Bag prospective buyer, base management marketing takes Cheap Diaper Bag over. The process for base management shifts the marketer to building a relationship, nurturing the links, Cheap Diaper Bag enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments. For a Cheap Diaper Bag marketing plan to be successful, the mix of Cheap Diaper Bag the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and Cheap Diaper Bag informal, to Cheap Diaper Bag determine what consumers want and what they are willing to pay for. Marketers hope that this process will Cheap Diaper Bag give them a sustainable competitive advantage. Marketing management is Cheap Diaper Bag the practical application Cheap Granite of this process. The offer Cheap Diaper Bag is also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the marketing function are led by a Cheap Diaper Bag Vice President or Director of Cheap Diaper Bag Marketing. A growing number of organizations, especially Cheap Diaper Bag large US Cheap Diaper Bag companies, have a Cheap Diaper Bag Chief Cheap Diaper Bag Marketing Officer position, reporting to the Chief Executive Officer. The American Marketing Cheap Diaper Bag Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, Cheap Diaper Bag communicating, delivering, and exchanging offerings

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that have value for customers, clients, partners, and society at large.". Marketing methods are informed by many of the social Cheap Diaper Bag sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Cheap Diaper Bag Through advertising, it is also related to many

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of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity Cheap Diaper Bag infamous for re-inventing itself and its vocabulary according to the times and the culture. Many companies today have a customer Cheap Diaper Bag focus (or customer orientation). Cheap Diaper Bag This implies that the company focuses Cheap Diaper Bag its activities and products on consumer demands. Generally Cheap Diaper Bag there are three ways of doing this: Cheap Diaper Bag the customer-driven approach, the sense of

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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 Cheap Diaper Bag market offering, including the Cheap Diaper Bag nature of the product itself, is driven by the needs Cheap Diaper Bag of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is Cheap Diaper Bag no point spending R&D funds developing Cheap Diaper Bag products that people will not buy. History attests to

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many products that were commercial Cheap Diaper Bag failures in spite of being technological breakthroughs. A formal approach Cheap Diaper Bag to this customer-focused Airline Cheap Reservation marketing is known as SIVA[3] (Solution, Information, Value, Access). Cheap Diaper Bag This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side Cheap Diaper Bag model (product, price, place, promotion) of marketing management. In a Cheap Diaper Bag product innovation approach, Cheap Diaper Bag the company pursues product Cheap Diaper Bag innovation, then

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tries to Cheap Diaper Bag 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 Cheap Diaper Bag buy in the future. However, marketers can aggressively over-pursue

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product innovation and Cheap Diaper Bag try to overcapitalize on a niche. When pursuing a product innovation approach, marketers Cheap Diaper Bag must ensure that they have a varied and Cheap Diaper Bag multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, Cheap Diaper Bag such as research and development focused Cheap Diaper Bag companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games

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