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A market-focused, or customer-focused, organization first determines

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what its potential customers desire, and then Airport Parking Detroit Cheap builds the product or service. Marketing theory and practice

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is justified in the belief that customers Airport Parking Detroit Cheap 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 Airport Parking Detroit Cheap customers (base management). Once a marketer has converted the prospective buyer, base management marketing Airport Parking Detroit Cheap takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing Airport Parking Detroit Cheap the benefits that sold the buyer in the first

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place, and Airport Parking Detroit Cheap improving the product/service continuously to Airport Parking Detroit Cheap protect the business from competitive encroachments. For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and Airport Parking Detroit Cheap desires of the Airport Parking Detroit Cheap consumers or Shoppers in the target market. Trying to convince a market segment to buy Airport Parking Detroit Cheap something they don't want Airport Parking Detroit Cheap is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they Airport Parking Detroit Cheap are Airport Parking Detroit Cheap willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of Airport Parking Detroit Cheap this process. The offer is Airport Parking Detroit Cheap also an important addition to the 4P's theory. Within most organizations, Airport Parking Detroit Cheap the activities encompassed by the marketing function are led by Airport Parking Detroit Cheap a Vice President or Director of Marketing. A growing number Airport Parking Detroit Cheap of organizations, especially large US companies, Airport Parking Detroit Cheap have a Chief Marketing 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, delivering, and exchanging offerings that have value for customers, Airport Parking Detroit Cheap clients, partners, and Airport Parking Detroit Cheap society at large.". Marketing methods are informed by many of the social sciences, particularly psychology, Airport Parking Detroit Cheap sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related Airport Parking Detroit Cheap to many of the creative arts. Marketing is a wide and heavily Airport Parking Detroit Cheap interconnected subject with extensive Airport Parking Detroit Cheap publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture. Many companies today have a Airport Parking Detroit Cheap customer focus (or customer orientation). This implies that the Airport Parking Detroit Cheap company focuses its

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activities and products on consumer demands. Generally there are three ways of doing Airport Parking Detroit Cheap this: the customer-driven approach, the sense of identifying market changes and the Airport Parking Detroit Cheap product Airport Parking Detroit Cheap innovation approach. In Airport Parking Detroit Cheap the consumer-driven Airport Parking Detroit Cheap approach, consumer wants are the drivers of all strategic marketing decisions. No strategy Airport Parking Detroit Cheap is pursued until it passes the test Airport Parking Detroit Cheap of consumer Airport Parking Detroit Cheap 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 Airport Parking Detroit Cheap always the consumer.

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The rationale for this approach is that there Airport Parking Detroit Cheap is Airport Parking Detroit Cheap no Airport Parking Detroit Cheap point Airport Parking Detroit Cheap 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 customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric Airport Parking Detroit Cheap version alternative to the well-known 4Ps supply side Airport Parking Detroit Cheap model (product, price, place, promotion) of marketing management. In a product innovation approach, the company pursues product innovation, then tries Airport Parking Detroit Cheap to develop a market for the product. Product innovation Cheap Gold Pendant 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

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customers may not know what options will be available to them in the future Airport Parking Detroit Cheap so we should not expect them to tell us what they will buy in Airport Parking Detroit Cheap the future. However, Airport Parking Detroit Cheap marketers can Airport Parking Detroit Cheap aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that Airport Parking Detroit Cheap they have a Airport Parking Detroit Cheap varied and 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, such as research and development focused Airport Parking Detroit Cheap companies, successfully Airport Parking Detroit Cheap focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this Airport Parking Detroit Cheap is really a form of marketing orientation at all, because of the ex post status Airport Parking Detroit Cheap of consumer research. Some even question whether it is marketing.