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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product Enduro Cheap or service. Marketing theory Enduro Cheap and practice is Enduro Cheap justified in the belief that customers use a product Enduro Cheap or service because they Enduro Cheap have a need, or because it provides a perceived benefit. Two major Enduro Cheap factors of Enduro Cheap marketing are the recruitment of new customers (acquisition) and the retention Enduro Cheap and expansion of Enduro Cheap relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for Enduro Cheap base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the Enduro Cheap first place, and improving the product/service continuously to protect the business from competitive Enduro Cheap encroachments. For a marketing plan to be successful, the Enduro Cheap mix of the four Enduro Cheap "Ps" must reflect the Enduro Cheap 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 is extremely Enduro Cheap expensive and seldom successful. Marketers depend on insights from marketing Enduro Cheap research, both formal and informal, to determine what Enduro Cheap consumers want and Enduro Cheap what they are willing to pay Enduro Cheap for. Enduro Cheap Marketers Enduro Cheap hope that this process will give them a sustainable competitive advantage. Enduro Cheap Marketing management is the practical application of this process. The offer is also an important addition Cheap Umpire Pants to Enduro Cheap the 4P's theory. Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Enduro Cheap Marketing Officer position, reporting to the Chief Executive Officer. The American Marketing Association (AMA) states, Enduro Cheap �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, Enduro Cheap partners, and society at large.". Marketing methods are informed Enduro Cheap by many of the social sciences, particularly psychology, Enduro Cheap sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through Enduro Cheap advertising, it is also Enduro Cheap related to many of the creative arts. Marketing is a wide and Enduro Cheap heavily interconnected subject with extensive publications. It is also an area Enduro Cheap of activity infamous for re-inventing itself and its vocabulary according to Enduro Cheap the times and the culture. Many companies today have a customer focus Enduro Cheap (or customer orientation). This implies that Enduro Cheap the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, Enduro Cheap the sense of identifying market changes and the product innovation approach. In the consumer-driven approach, consumer wants Enduro Cheap are the Enduro Cheap drivers of all strategic marketing decisions. No Enduro Cheap strategy is pursued until it Enduro Cheap passes the test of consumer research. Enduro Cheap Every aspect of a market offering, including the nature Enduro Cheap of the Enduro Cheap product itself, is driven by the needs of potential consumers. The starting point is always Enduro Cheap the consumer. The rationale for this approach Enduro Cheap is that there is no point 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, Enduro Cheap Access). This system is basically the four Enduro Cheap Ps renamed 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, 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 Enduro Cheap for the innovation. The Enduro Cheap rationale is that customers may not know what options will be available to them in the Enduro Cheap future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively Enduro Cheap over-pursue product Enduro Cheap innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have Enduro Cheap a 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 Cheap Unlocked Motorola Cell Phones firms, such as research and Enduro Cheap development focused companies, Enduro Cheap successfully focus on Enduro Cheap product innovation (Such as Nintendo Enduro Cheap 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 even question whether it is marketing. Enduro Cheap