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the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy Cheap Flights Cape Town London is 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 is always the Cheap Flights Cape Town London consumer. The rationale for this Cheap Flights Cape Town London 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 failures Cheap Flights Cape Town London in spite of being technological breakthroughs. A formal approach to Cheap Flights Cape Town London this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically Cheap Flights Cape Town London the four Ps renamed and reworded

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to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side Cheap Flights Cape Town London model (product, price, place, promotion) of marketing management. In a product innovation approach, the company Cheap Flights Cape Town London pursues product Cheap Flights Cape Town London innovation, Cheap Flights Cape Town London then tries to develop a market for the product. Product innovation Cheap Flights Cape Town London 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 Cheap Flights Cape Town London not know what options will be available to them in the future so we should Cheap Flights Cape Town London not expect them to tell us what they will Cheap Flights Cape Town London buy in the future. However, marketers can aggressively over-pursue product innovation and Cheap Flights Cape Town London try to overcapitalize on

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a niche. When pursuing a product innovation approach, marketers Cheap Flights Cape Town London must ensure that they have a varied and Cheap Flights Cape Town London multi-tiered approach to product innovation. Cheap Flights Cape Town London 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 Flights Cape Town London such as Cheap Flights Cape Town London research Cheap Flights Cape Town London and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are United States Cheap Train Tickets played). Cheap Flights Cape Town London Many purists doubt whether this is really Cheap Insurance Cars a form Cheap Nitro R C Cars of marketing orientation at

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all, because of the ex post status

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of consumer research. Some even question whether it is marketing.