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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then Cheap Posturepal builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because Cheap Posturepal they have a need, or because it provides a perceived benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with Cheap Posturepal existing customers (base management). Once a marketer has converted Cheap Posturepal the prospective buyer, base management marketing takes Cheap Posturepal over. Cheap Posturepal The process for base management Cheap Posturepal shifts the marketer to building a relationship, nurturing Cheap Posturepal the links, enhancing the benefits that sold the buyer in the first Cheap Posturepal place, and improving the product/service continuously to protect the business Cheap Posturepal from competitive encroachments. For a marketing plan to be successful, the mix of the Cheap Posturepal 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 Buy Cheap New Car Loan something they don't want is extremely expensive and seldom successful. Marketers depend Corsa Cheap on insights from marketing research, both Cheap Posturepal formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process Cheap Posturepal will give them a sustainable competitive advantage. Marketing management is the practical application Cheap Posturepal of this process.

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The offer Cheap Posturepal is also an important addition to the 4P's theory. Within most Cheap Posturepal organizations, the activities encompassed by the Cheap Posturepal marketing function Cheap Posturepal are led by a Vice President or Director of Marketing. A growing number of 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 Cheap Posturepal activity, Cheap Posturepal set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that Us Cheap Car Insurance Line have value for customers, clients, partners, and society at large.". Marketing methods are informed by many of the social sciences, particularly psychology, sociology, Cheap Posturepal and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative Cheap Posturepal arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to Cheap Posturepal the times and Cheap Posturepal the culture. Many companies today have a customer focus (or customer orientation). Cheap Posturepal This implies that the company Cheap Posturepal focuses its activities and products on consumer demands. Generally there are Cheap Posturepal three ways of doing this: the customer-driven approach, the sense of identifying market changes and the Cheap Posturepal product innovation approach. In the consumer-driven approach, consumer wants are the drivers of Cheap Posturepal all Cheap Airfare Australia strategic marketing Cheap Posturepal decisions. No strategy is pursued until Cheap Posturepal it passes the test of consumer research. Cheap Posturepal Every aspect of

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a market offering,

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including the nature of the product itself, is driven by the needs Cheap Posturepal of potential consumers. The starting point is always the Cheap Posturepal consumer. The rationale for this approach is that there Cheap Posturepal 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

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approach to this customer-focused Cheap Posturepal marketing is known as SIVA[3] Cheap Posturepal (Solution, Cheap Posturepal Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a Cheap Posturepal customer focus. The SIVA Model provides a demand/customer Cheap Posturepal centric version alternative to the well-known 4Ps supply side model (product, price, Cheap Posturepal place, promotion) of marketing management. In a product innovation approach, the company pursues product innovation, then

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tries to develop a market for the Cheap Posturepal product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may Cheap Posturepal not know what options will be available to them in the future so we should not Cheap Posturepal expect them to tell us what they will buy in the future. However, marketers Cheap Posturepal can

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aggressively Cheap Posturepal over-pursue product innovation and try to overcapitalize on a niche. When Cheap Posturepal pursuing a product innovation Cheap Posturepal approach, marketers must ensure that they have 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 Cheap Posturepal inventing Cheap Posturepal light

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bulbs. Many firms, such as research and development focused companies, Corsa Exhaust Cheap 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 Cheap Posturepal ex Cheap Posturepal post status of consumer research. Some even question whether Cheap Segway it is marketing.