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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 that customers use a product or service because they have a need, Cheap Air Conditioning or because Cheap Air Conditioning it provides Cheap Air Conditioning a perceived benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships Cheap Air Conditioning with existing customers (base Cheap Air Conditioning management). Cheap Air Conditioning Once Cheap Air Conditioning a marketer Cheap Air Conditioning has converted the prospective buyer, base management Cheap Air Conditioning marketing takes over. The process for base management shifts Cheap Air Conditioning the marketer to building a Cheap Air Conditioning relationship, Cheap Air Conditioning nurturing the links, enhancing the benefits that sold Cheap Air Conditioning the Cheap Air Conditioning 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 Cheap Air Conditioning mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target Cheap Air Conditioning market. Trying to convince a market segment to buy 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 to pay for. Marketers hope that this process will give them a sustainable competitive advantage.

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Marketing management is the Cheap Air Conditioning practical application of this process. The offer is Cheap Air Conditioning also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the marketing function are led by a

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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 Cheap Candle Officer. The American Marketing Association (AMA) states, �Marketing is Cheap Air Conditioning the Cheap Air Conditioning activity, set of institutions, and processes for creating, Cheap Air Conditioning communicating, delivering, and exchanging offerings that have value Cheap Air Conditioning for customers, clients, partners, and society at large.". Marketing methods are informed Cheap Codo Under Fort Lauderdale by many of the social sciences, Cheap Air Conditioning particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through Cheap Air Conditioning advertising, it Cheap Air Conditioning is also related to many of the creative arts. Marketing is a Cheap Men S Swimwear wide and heavily Cheap Air Conditioning interconnected Cheap Air Conditioning subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its Cheap Air Conditioning vocabulary according to Cheap Air Conditioning the times and the Cheap Men S Swimsuits culture. Many companies today have a customer focus (or customer orientation). Cheap Air Conditioning This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the Cheap Air Conditioning 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 Cheap Air Conditioning needs of potential consumers. The starting point is always the consumer. The rationale for Cheap Air Conditioning this Quick Cheap Divorce approach is that there is no point spending R&D Cheap Air Conditioning 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 Cheap Air Conditioning as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a Cheap Air Conditioning customer focus. The SIVA Model provides a demand/customer centric version Cheap Air Conditioning alternative to the well-known 4Ps supply side model (product, price, place, promotion) Cheap Air Conditioning of marketing Cheap Mens Swimwear management. In a product innovation approach, the company pursues product innovation, then tries Cheap Air Conditioning to develop a market for the Cheap Air Conditioning product. Product innovation drives the

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process and marketing research is conducted primarily to Cheap Air Conditioning ensure Cheap Air Conditioning that a profitable market segment(s) exists for the

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innovation. The rationale is

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that customers may not know what options will be available to them in the future Cheap Air Conditioning so we should Cheap Air Conditioning not expect them to tell us Cheap Air Conditioning what they will buy in the future. However, marketers can Cheap Air Conditioning aggressively Cheap Air Conditioning over-pursue Cheap Air Conditioning product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, Cheap Air Conditioning marketers must ensure that they have a varied and multi-tiered approach to product Cheap Air Conditioning innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced

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larger candles rather than inventing Cheap Air Conditioning light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many Cheap Air Conditioning purists doubt whether this is Cheap Train Travel really a form of marketing orientation at Cheap Air Conditioning all, because of the ex post status of consumer research. Some even question whether it is marketing.