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that there Cheap Microwave Ovens is no point spending R&D funds developing products that people will not buy. History attests to many Cheap Microwave Ovens products that were commercial failures in spite of being technological breakthroughs. A formal approach Cheap Microwave Ovens to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and Cheap Microwave Ovens reworded to provide a customer focus. The Cheap Microwave Ovens SIVA Model provides a Cheap Empty Baskets demand/customer centric version alternative to the well-known 4Ps supply Cheap Microwave Ovens side model (product, price, place, promotion) of marketing management. In a product innovation approach, the company Cheap Microwave Ovens 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 is that customers may not know what options will be available to them Cheap Microwave Ovens in the future so we Cheap Microwave Ovens should not expect them to tell us what they will buy in the future. However, marketers Cheap Microwave Ovens can Cheap Microwave Ovens aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must Cheap Microwave Ovens ensure that Cheap Microwave Ovens they Cheap Microwave Ovens have Cheap Microwave Ovens a varied and multi-tiered approach to product innovation. It is Cheap Microwave Ovens claimed Cheap Microwave Ovens that if Thomas Edison depended on marketing research he would have produced larger Cheap Microwave Ovens candles rather than inventing light bulbs. Many firms, such as research and Cheap Microwave Ovens development focused companies, successfully focus on product innovation (Such as Nintendo who

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