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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. Cheap Car Hire Portugal Marketing theory and practice is justified in the belief that customers use a product or service because Cheap Car Hire Portugal they have a need, or because it provides a perceived benefit. Two Cheap Car Hire Portugal major factors of marketing are the recruitment

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of new customers (acquisition) and the retention and Cheap Car Hire Portugal Boston Car Cheap In Rental expansion of relationships with existing customers (base management). Once Cheap Car Hire Portugal a marketer has converted the prospective buyer, base management marketing takes over.

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The Cheap Car Hire Portugal process for base management shifts the marketer to building a relationship, nurturing the links, enhancing Cheap Car Hire Portugal the benefits that sold the buyer in the first Cheap Car Hire Portugal place, and Cheap Car Hire Portugal improving the Cheap Car Hire Portugal product/service continuously to Cheap Car Hire Portugal protect the business from Cheap Car Hire Portugal competitive encroachments. For a marketing Cheap Car Hire Portugal plan to be successful, the mix of 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 Car Cheap Insurance Quick Quote is extremely expensive Cheap Car Hire Portugal and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what Cheap Car Hire Portugal consumers want and what they are willing to pay Cheap Car Hire Portugal for. Marketers Cheap Car Hire Portugal hope that Cheap Car Hire Portugal this process will give them a sustainable competitive advantage.

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Marketing management is the practical Cheap Car Hire Portugal application of this process. The offer is also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director Cheap Car Hire Portugal of Marketing. A growing number of Cheap Car Hire Portugal organizations, especially large US companies, 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, clients, partners, and Cheap Car Hire Portugal society at large.". Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but Cheap Car Hire Portugal growing influence. Market research underpins these activities. Through advertising, it is also related to Cheap Car Hire Portugal many of the creative arts. Marketing is a wide and heavily Cheap Car Hire Portugal interconnected subject with extensive Cheap Car Hire Portugal publications. It is also an area of activity infamous for re-inventing itself and Cheap Car Hire Portugal its vocabulary according Cheap Car Hire Portugal to the times and the culture. Many companies today have a Cheap Mud Tires For Golfcarts customer focus (or customer orientation). This implies that the company focuses Cheap Car Hire Portugal its 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 product innovation approach. In the consumer-driven approach, consumer Cheap Car Hire Portugal wants are the drivers of all strategic Cheap Car Hire Portugal marketing Cheap Car Hire Portugal decisions. No strategy is pursued until it passes the Cheap Car Hire Portugal test Cheap Car Hire Portugal 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 consumer. The rationale for this approach is that there Cheap Car Hire Portugal is no point spending R&D funds developing products Cheap Car Hire Portugal that people will not buy. History attests to many products that were commercial Cheap Car Hire Portugal failures Cheap Car Hire Portugal in spite of being technological breakthroughs. A Cheap Car Hire Portugal formal approach to this customer-focused marketing Cheap Car Hire Portugal is known as SIVA[3] (Solution, Information, Value, Access). This Cheap Car Hire Portugal system is basically the four Ps renamed and reworded to provide a customer focus. The Cheap Car Hire Portugal SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) Cheap Car Hire Portugal of marketing management. In a product innovation approach, the company pursues Cheap Car Hire Portugal 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 for Cheap Car Hire Portugal the innovation. The rationale is that customers may not know what options will be available to Cheap Car Hire Portugal them Cheap Car Hire Portugal in the future so we should not expect them to tell us what they will

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buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a Cheap Car Hire Portugal product innovation approach, marketers Cheap Car Hire Portugal must ensure that they have a varied and multi-tiered approach to product Cheap Car Hire Portugal innovation. It is claimed that if Thomas Cheap Car Hire Portugal Edison depended on marketing research he Cheap Car Hire Portugal would have produced larger candles rather Cheap Car Hire Portugal than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Cheap Car Hire Portugal Nintendo who constantly change the way Cheap Car Hire Portugal Video games are played). Many purists doubt whether this is really a form of marketing orientation Cheap Flights Sydney To Syracuse at all, because of the ex post status of consumer research. Some even question whether it is marketing.