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small, but growing influence. Market research underpins these activities. Through advertising, it is also related Cheap New York Trips to many of the creative arts. Marketing is a wide and Cheap New York Trips heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself Cheap New York Trips and its Cheap New York Trips vocabulary Cheap New York Trips according to the times and Cheap New York Trips the culture. Many companies today have a customer focus (or customer orientation). This implies that the company focuses its Cheap New York Trips activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the Cheap New York Trips product innovation approach. In the consumer-driven approach, consumer wants are the Cheap New York Trips drivers of all strategic marketing decisions. No strategy is Cheap New York Trips 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 Cheap New York Trips is always the consumer. The rationale for this approach Cheap New York Trips 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 failures in spite of being technological breakthroughs. A formal approach to this Cheap New York Trips customer-focused marketing is known Cheap New York Trips as SIVA[3] (Solution, Information, Cheap New York Trips Value, Cheap New York Trips Access). This system is basically the four Ps renamed Cheap New York Trips and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known Cheap New York Trips 4Ps supply side Cheap New York Trips model (product, price, place, promotion) of marketing management. In a product innovation approach, the company pursues product innovation, then tries to develop Cheap New York Trips 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 Cheap New York Trips 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 aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison Cheap New York Trips depended on Cheap New York Trips marketing research he would have produced larger candles rather than inventing Cheap New York Trips light bulbs. Many firms, such as Cheap New York Trips research and Cheap New York Trips development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether Cheap New York Trips this is really a form of marketing orientation at all, because of the ex post status of consumer research. Cheap New York Trips Some even question whether it is marketing.

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