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infamous for re-inventing itself and its Cheap Hotels Hawaii vocabulary according to the times and the culture. Many companies today have a customer focus (or customer orientation). This implies that the Cheap Hotels Hawaii company focuses its activities and Cheap Hotels Hawaii products Cheap Hotels Hawaii on consumer demands. Cheap Hotels Hawaii Generally there are three ways of doing this: the customer-driven approach, the Cheap Hotels Hawaii sense of identifying market changes and the product innovation approach. In the consumer-driven approach, consumer wants Cheap Hotels Hawaii are the drivers of all strategic marketing decisions. No strategy Cheap Hotels Hawaii is pursued until it passes the test Cheap Hotels Hawaii of consumer research. Every aspect Cheap Hotels Hawaii of a market offering, Cheap Hotels Hawaii including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale Cheap Hotels Hawaii for this approach Cheap Hotels Hawaii 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 Cheap Hotels Hawaii marketing is known as SIVA[3] (Solution, Information, Value, Access). Cheap Hotels Hawaii This system is basically the four 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, Cheap Hotels Hawaii 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 Cheap Hotels Hawaii a profitable market Cheap Hotels Hawaii segment(s) exists for the innovation. The Cheap Flights London Gatwick rationale is that customers may Cheap Hotels Hawaii not Cheap Hotels Hawaii know what options will be available to them in the Cheap Flights From Newcastle To London future so we should not Cheap Hotels Hawaii expect them to tell us what they will buy Cheap Flights To Sydney San Francisco in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers Cheap Hotels Hawaii must ensure that they have a varied and multi-tiered approach to product innovation. Cheap Hotels Hawaii It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, Cheap Hotels Hawaii successfully focus on product innovation (Such Cheap Hotels Hawaii as Nintendo who constantly change the way Video games are played). Cheap Hotels Hawaii Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post Cheap Hotels Hawaii status of consumer research. Some even question whether it is marketing.