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the four "Ps" must reflect the wants and desires of the consumers or Shoppers in 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 Cheap International Flights Europe America 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 Cheap International Flights Europe America competitive advantage. Marketing management is the practical application of this Cheap International Flights Europe America process. The offer is also an important addition Cheap International Flights Europe America to the 4P's theory. Within most organizations, Cheap International Flights Europe America the activities encompassed by the

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marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large Cheap International Flights Europe America US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer. The American Marketing Association Cheap International Flights Europe America (AMA) states, �Marketing is the activity, set of institutions, and processes for Cheap International Flights Europe America creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.". Marketing Cheap International Flights Europe America methods are informed by Cheap International Flights Europe America many Cheap International Flights Europe America of the social sciences, particularly psychology, sociology, and economics. Cheap International Flights Europe America Anthropology is also a small, but growing influence. Market Cheap International Flights Europe America research underpins these activities. Through advertising, it is also related to many Cheap International Flights Europe America of the Cheap International Flights Europe America creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is Cheap International Flights Europe America also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture. Many companies Cheap International Flights Europe America today have a customer focus (or customer orientation). This Cheap International Flights Europe America implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: Cheap International Flights Europe America the Cheap International Flights Europe America customer-driven approach, the sense of identifying market changes and the product innovation approach. In the consumer-driven Cheap International Flights Europe America approach, consumer wants are the drivers Cheap International Flights Europe America of all strategic marketing decisions. Cheap International Flights Europe America No strategy is pursued until Cheap International Flights Europe America it Cheap International Flights Europe America passes Cheap International Flights Europe America the test of consumer research. Every aspect of a market offering, including Cheap International Flights Europe America the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the Cheap International Flights Europe America consumer. The rationale for this Cheap International Flights Europe America approach is that there is no point Cheap International Flights Europe America spending R&D funds developing products that people will not buy. History attests to many products that were commercial

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failures in spite of being technological breakthroughs. A Cheap International Flights Europe America formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). Cheap International Flights Europe America This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version Cheap International Flights Europe America alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management. In a product innovation approach, the company pursues product innovation, then tries to develop a Cheap International Flights Europe America market for the product. Cheap International Flights Europe America Product innovation drives the process and marketing research Cheap International Flights Europe America is Cheap International Flights Europe America conducted primarily to ensure that a Cheap International Flights Europe America profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in Cheap International Flights Europe America the future 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 Cheap International Flights Europe America a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. 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 Cheap International Flights Europe America development focused Cheap International Flights Europe America companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Cheap International Flights Europe America Many purists doubt whether this is really a form of marketing orientation Cheap International Flights Europe America at Cheap International Flights Europe America all, because of the ex post status of consumer research. Some even question whether it is marketing.