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A market-focused, or Car Cheap Insurance Quick Quote customer-focused, organization first determines what its potential Car Cheap Insurance Quick Quote customers desire, and then builds the product or service. Marketing theory and practice is justified Car Cheap Insurance Quick Quote in the belief that Car Cheap Insurance Quick Quote customers use a product or service because they have a Car Cheap Insurance Quick Quote need, or because it provides a perceived benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and Car Cheap Insurance Quick Quote expansion of relationships Car Cheap Insurance Quick Quote with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, Car Cheap Insurance Quick Quote nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive Car Cheap Insurance Quick Quote encroachments. For a marketing plan to be Car Cheap Insurance Quick Quote successful, the mix of Car Cheap Insurance Quick Quote the four "Ps" must reflect the wants and desires of the consumers

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or Shoppers in the target market. Car Cheap Insurance Quick Quote Trying to convince a market Car Cheap Insurance Quick Quote segment Car Cheap Insurance Quick Quote to buy something Car Cheap Insurance Quick Quote they don't want is extremely expensive and seldom successful. Marketers depend on insights Car Cheap Insurance Quick Quote from marketing Car Cheap Insurance Quick Quote research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the Car Cheap Insurance Quick Quote marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially Car Cheap Insurance Quick Quote large US companies, have a Chief Marketing Officer position, reporting to the Car Cheap Insurance Quick Quote Chief Executive Officer. The American Marketing Association (AMA) states, Car Cheap Insurance Quick Quote �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, Car Cheap Insurance Quick Quote and exchanging offerings that have value for customers, clients, partners, and society at large.". Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing Car Cheap Insurance Quick Quote influence. Market research underpins these activities. Through advertising, it is also related to many Car Cheap Insurance Quick Quote of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. Car Cheap Insurance Quick Quote It Car Cheap Insurance Quick Quote is also an area of activity infamous for re-inventing itself and its vocabulary according to Car Cheap Insurance Quick Quote the Car Cheap Insurance Quick Quote times and the culture. Many companies today have a customer focus (or customer orientation). Car Cheap Insurance Quick Quote This implies that the company Car Cheap Insurance Quick Quote focuses its Car Cheap Insurance Quick Quote activities and products on consumer demands. Generally there are three ways of Car Cheap Insurance Quick Quote doing

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this: the customer-driven approach, the sense of identifying market changes and the product innovation approach. In the consumer-driven approach, Car Cheap Insurance Quick Quote consumer wants are the

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drivers of all strategic marketing decisions. No strategy 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 Car Cheap Insurance Quick Quote potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no Car Cheap Insurance Quick Quote point spending Car Cheap Insurance Quick Quote R&D funds developing products that people will not buy. History attests to many products that were commercial failures in Car Cheap Insurance Quick Quote 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 Car Cheap Insurance Quick Quote four Ps renamed Car Cheap Insurance Quick Quote and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, Car Cheap Insurance Quick Quote price, place, promotion) of marketing management. In a product innovation approach, the company pursues product innovation, then tries 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 Car Cheap Insurance Quick Quote for the innovation. The rationale is that customers Car Cheap Insurance Quick Quote Boston Car Cheap In Rental may not know what options will be Car Cheap Insurance Quick Quote available Car Cheap Insurance Quick Quote 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 Car Cheap Insurance Quick Quote pursuing a product innovation approach, marketers must Car Cheap Insurance Quick Quote ensure

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that they have a Car Cheap Insurance Quick Quote varied and multi-tiered Car Cheap Insurance Quick Quote approach to product Car Cheap Insurance Quick Quote innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles

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rather than inventing light bulbs. Many firms, such as Car Cheap Insurance Quick Quote research and development focused companies, successfully focus on product Car Cheap Insurance Quick Quote innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some Car Cheap Insurance Quick Quote even question whether it is Car Cheap Insurance Quick Quote marketing.

Car Cheap Insurance Quick Quote