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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. Marketing theory and practice is justified in the belief Cheap Travel Deals Consolidator that customers use a product or service because they have a need, or because it Cheap Travel Deals Consolidator provides a perceived benefit. Two major factors of marketing Cheap Flights Paris Ebookers are the recruitment of new customers (acquisition) and the Cheap Travel Deals Consolidator retention and expansion of relationships with existing customers (base Cheap Travel Deals Consolidator management). Once a Cheap Travel Deals Consolidator marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, 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 encroachments. For a marketing plan to be successful, Cheap Travel Deals Consolidator the mix of the four "Ps" must Cheap Travel Deals Consolidator reflect the wants and desires Cheap Travel Deals Consolidator of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and Cheap Travel Deals Consolidator seldom successful. Marketers depend on insights from marketing research, both formal Cheap Travel Deals Consolidator and informal, to determine Cheap Travel Deals Consolidator what consumers want and what they Cheap Flights From Rome Fiumicino are Cheap Travel Deals Consolidator willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage.

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Marketing management is the practical application Cheap Travel Deals Consolidator of Cheap Travel Deals Consolidator this Cheap Travel Deals Consolidator 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 Cheap Travel Deals Consolidator Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Cheap Travel Deals Consolidator Officer position, reporting to Cheap Travel Deals Consolidator the Chief Executive Officer. The American Marketing Association (AMA) states, �Marketing is the Cheap Travel Deals Consolidator activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that Cheap Travel Deals Consolidator have value for Cheap Travel Deals Consolidator customers, Cheap Travel Deals Consolidator clients, partners, and society at large.". Marketing methods are informed by many of the social Cheap Travel Deals Consolidator sciences, particularly psychology, sociology, and Cheap Travel Deals Consolidator economics.

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Anthropology is also a small, Cheap Travel Deals Consolidator but growing influence. Market research underpins these activities. Through Cheap Travel Deals Consolidator advertising, it is also related to many of the creative arts. Cheap Travel Deals Consolidator Marketing Cheap Travel Deals Consolidator is a wide and heavily interconnected subject with Cheap Travel Deals Consolidator extensive publications. Cheap Travel Deals Consolidator 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 customer focus (or customer orientation). This implies that the company focuses its activities and products on Cheap Travel Deals Consolidator consumer demands. Generally there are three ways Cheap Travel Deals Consolidator of doing Cheap Travel Deals Consolidator this: the customer-driven approach, the sense of identifying market changes and the product innovation approach. In the consumer-driven approach, consumer wants are the 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 Cheap Travel Deals Consolidator of Cheap Travel Deals Consolidator potential consumers. The starting point is always the consumer. The rationale for this approach is that Cheap Travel Deals Consolidator there is no point spending R&D funds developing products that people will not buy. History attests to Cheap Travel Deals Consolidator many products that were commercial failures in Cheap Travel Deals Consolidator spite

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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

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a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known Cheap Travel Deals Consolidator 4Ps supply side Cheap Travel Deals Consolidator model (product, Cheap Travel Deals Consolidator 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 Cheap Travel Deals Consolidator to ensure that a Cheap Travel Deals Consolidator profitable market segment(s) Cheap Travel Deals Consolidator exists for the innovation. The Cheap Travel Deals Consolidator rationale is that customers may not know what options will be available to them in the future Cheap Travel Deals Consolidator so we should not Cheap Travel Deals Consolidator expect them to tell us what they will buy in the future. However, marketers can aggressively Cheap Travel Deals Consolidator over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, Cheap Travel Deals Consolidator marketers must ensure that they have a varied and multi-tiered approach to Cheap Travel Deals Consolidator 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 Cheap Travel Deals Consolidator firms, such as research and development Cheap Travel Deals Consolidator focused companies, successfully focus on product 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 Cheap Travel Deals Consolidator consumer Cheap Travel Deals Consolidator research. Some even question whether it is marketing. Cheap Travel Deals Consolidator