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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 Cat Vaccines that Cheap Cat Vaccines customers Cheap Cat Vaccines use a product or service Cheap Cat Vaccines because they Cheap Cat Vaccines have a need, or because it Cheap Cat Vaccines provides Cheap Cat Vaccines a perceived benefit. Two major factors of marketing are the recruitment Cheap Cat Vaccines of new customers (acquisition) Cheap Cat Vaccines and the retention and expansion of Cheap Cat Vaccines relationships with existing customers (base management). Once a marketer has converted the prospective Cheap Cat Vaccines buyer, base management marketing takes over. The process for base management shifts the marketer to building a Cheap Cat Vaccines 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, the mix Cheap Cat Vaccines of the four "Ps" must reflect Cheap Cat Vaccines the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to Cheap Cat Vaccines buy Cheap Cat Vaccines something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing

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to pay for. Marketers hope that Cheap Cat Vaccines this process will give them a Cheap Cat Vaccines sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the Cheap Cat Vaccines marketing function are led by a Vice President Cheap Cat Vaccines Cheap Macbooks or Director of Marketing. A growing number of organizations, especially large Cheap Cat Vaccines US companies, have a Chief Cheap Cat Vaccines Marketing Officer position, reporting to the Chief Executive Officer. The Cheap Cat Vaccines American Marketing Association (AMA) states, �Marketing is the activity, Cheap Cat Vaccines set of institutions, and processes for creating, communicating, delivering, Cheap Cat Vaccines and exchanging offerings that have value for customers, Cheap Cat Vaccines clients, partners, and society at large.". Marketing methods are informed by many Cheap Cat Vaccines of the social Cheap Cat Vaccines sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing Cheap Cat Vaccines influence. Market research underpins these Cheap Cat Vaccines activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide Cheap Cat Vaccines and heavily interconnected subject Cheap Cat Vaccines with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according Cheap Cat Vaccines to the times and the culture. Many companies today have a customer focus (or customer orientation). This implies that the company Cheap Cat Vaccines focuses its activities and products on consumer demands. Generally Cheap Cat Vaccines 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 wants are the drivers of all strategic Cheap Cat Vaccines marketing decisions. No Cheap Cat Vaccines strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the Cheap Cat Vaccines product itself, is driven by Cheap Cat Vaccines the needs of potential consumers. The starting point is always the consumer. The rationale for this approach 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 Cheap Cat Vaccines technological breakthroughs. A formal approach Cheap Cat Vaccines to this customer-focused marketing is known Cheap Cat Vaccines as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps Cheap Cat Vaccines renamed and reworded to provide Cheap Cat Vaccines a customer focus. The Cheap Cat Vaccines SIVA Cheap Cat Vaccines Model provides Cheap Cat Vaccines 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 Cheap Cat Vaccines 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 for the innovation. The rationale Cheap Cat Vaccines is that customers may not know what options will be available to them in the future Cheap Cat Vaccines Cheap Pc Speakers so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product Cheap Cat Vaccines innovation approach, marketers must ensure that they Cheap Cat Vaccines have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing Cheap Cat Vaccines research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation Cheap Cat Vaccines (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether Cheap Cat Vaccines this Cheap Cat Vaccines is really a form of marketing orientation Cheap Cat Vaccines at all, because of the ex Cheap Cat Vaccines post status of consumer research. Some even question whether it is marketing.