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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, or because it provides a perceived benefit. Two major Cheap Bong factors of marketing are the recruitment of new customers (acquisition) Cheap Bong and the retention and expansion of relationships

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with existing customers (base management). Once a marketer Cheap Bong 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, Cheap Bong enhancing the benefits that sold the buyer in the first Cheap Bong place, and improving the product/service continuously to protect the business from competitive encroachments. For a marketing Cheap Bong plan to be successful, the mix of the four Cheap Bong "Ps" must reflect the wants and desires of the consumers or Shoppers in

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the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights

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from marketing research, both formal and informal, to determine what consumers want and what Cheap Bong they are willing to Cheap Bong pay for. Marketers hope that this process Cheap Bong will give Cheap Bong them a Cheap Bong sustainable competitive advantage. Marketing management is the practical application Cheap Bong of this process. The offer is Cheap Bong also an important addition to 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 Marketing Officer position, reporting to the Chief Executive Officer. The American Marketing Association (AMA) states, �Marketing is the activity, set Cheap Bong of institutions, and processes Cheap Bong for Cheap Bong creating, communicating, delivering, and

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exchanging offerings Cheap Bong that have value for customers, clients, partners, and society at large.". Marketing methods are informed by many of the social sciences, particularly psychology, Cheap Bong sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Cheap Bong Through advertising, it is also related to many of the creative arts. Cheap Bong Marketing is a wide and heavily interconnected subject Cheap Bong with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture. Many companies today have a customer Cheap Bong focus (or customer Cheap Security Cameras orientation). This implies that the company focuses its activities

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and products on consumer demands. Generally there are three ways of doing Cheap Bong this: the customer-driven Cheap Bong approach, the sense of identifying market changes and the product innovation approach. In the consumer-driven approach, Cheap Bong consumer wants are the drivers

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of all strategic marketing decisions. No strategy is pursued until it passes the

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test of consumer research. Cheap Bong Every aspect of a market Cheap Bong offering, including the nature of the product itself, is driven by the needs of Cheap Bong potential consumers. The starting Cheap Bong point Cheap Bong is Cheap Bong always the consumer. The rationale for this approach is that there is no point spending R&D funds developing Cheap Bong products that people will not Cheap Bong buy. History attests to many products that were commercial

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failures in spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Cheap Bong Value, Access). This

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system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a Cheap Bong 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 Cheap Bong product innovation, then tries to develop a market for the Cheap Bamboo Blinds product. Product Cheap Bong innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists Cheap Bong for the innovation. The 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 buy in Cheap Bong the future. Cheap Bong However, marketers can aggressively over-pursue product Cheap Bong innovation and try to Cheap Bong overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is Cheap Bong claimed that if Thomas Edison depended Cheap Bong on marketing research he would have produced Cheap Bong larger candles rather than inventing 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 Cheap Bong played). Many purists doubt whether this is really a form of marketing Cheap Bong orientation at all, because of the Cheap Bong ex post status of consumer Cheap Bong research. Some even question whether it is marketing.