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A market-focused, or customer-focused, Rainbow Sandals Cheap organization first determines what its potential Rainbow Sandals Cheap customers desire, and Rainbow Sandals Cheap then builds the product or service. Marketing theory and practice is justified in the belief that Rainbow Sandals Cheap customers use a product or service because they have a need, or because it Rainbow Sandals Cheap provides a perceived benefit. Two major factors of marketing Rainbow Sandals Cheap are Rainbow Sandals Cheap the recruitment Rainbow Sandals Cheap of new customers (acquisition) and the retention and expansion of relationships 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, nurturing the links, enhancing the benefits that sold the buyer in the Rainbow Sandals Cheap first place, and improving the Rainbow Sandals Cheap product/service continuously Rainbow Sandals Cheap to protect Rainbow Sandals Cheap the business from competitive encroachments. For Rainbow Sandals Cheap a marketing plan to be successful, Cheap Umpire Pants the mix of the four "Ps"

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must reflect the wants Rainbow Sandals Cheap and desires of the consumers or Shoppers in the target Rainbow Sandals Cheap market. Trying to convince a market segment to buy something they don't Rainbow Sandals Cheap want is extremely expensive and seldom Rainbow Sandals Cheap successful. Marketers depend

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on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to Rainbow Sandals Cheap pay for. Marketers hope that this process Rainbow Sandals Cheap will give them a sustainable competitive advantage. Rainbow Sandals Cheap Marketing management is the practical application of this process. The offer is also an important Rainbow Sandals Cheap addition to the 4P's theory. Within most organizations, the activities encompassed Rainbow Sandals Cheap by the marketing function are led by a

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Vice President or Director of Marketing. A growing number of Rainbow Sandals Cheap 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 Rainbow Sandals Cheap the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.". Marketing methods are informed by Rainbow Sandals Cheap many of the social sciences, particularly psychology, Rainbow Sandals Cheap sociology, and economics. Rainbow Sandals Cheap Anthropology is also a small, but growing influence. Market research underpins these activities. Rainbow Sandals Cheap Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area Rainbow Sandals Cheap of activity infamous Rainbow Sandals Cheap for re-inventing itself and its vocabulary according to the Rainbow Sandals Cheap times and the culture. Many companies today have a customer focus (or Rainbow Sandals Cheap customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing Rainbow Sandals Cheap this: the customer-driven Rainbow Sandals Cheap approach, the Rainbow Sandals Cheap sense of identifying market changes and Rainbow Sandals Cheap the product innovation approach. In the

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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 Rainbow Sandals Cheap itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale Rainbow Sandals Cheap for this approach is that there is no point spending Rainbow Sandals Cheap R&D funds developing products that people Cheap Unlocked Motorola Cell Phones will not buy. History attests to Rainbow Sandals Cheap many products that were commercial failures in spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known Rainbow Sandals Cheap as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and Rainbow Sandals Cheap reworded to provide Rainbow Sandals Cheap a customer focus. The SIVA Model provides a demand/customer centric Rainbow Sandals Cheap version Rainbow Sandals Cheap alternative to the well-known 4Ps supply Rainbow Sandals Cheap side model (product, 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 Rainbow Sandals Cheap marketing research is conducted primarily to ensure that a profitable Enduro Cheap market segment(s) exists for the innovation. The Rainbow Sandals Cheap rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will Rainbow Sandals Cheap buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize Rainbow Sandals Cheap on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered Rainbow Sandals Cheap 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 Rainbow Sandals Cheap bulbs. Many firms, such as research and development Cheap Glasses On Line focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt Rainbow Sandals Cheap whether this is really a form Rainbow Sandals Cheap of marketing orientation at Rainbow Sandals Cheap all, because of the ex post status of consumer research. Some even question whether it is marketing.