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of doing this: the customer-driven approach, the sense of Cheap Flight Europe Last Minute identifying market changes and the product innovation approach. In the consumer-driven approach, Cheap Flight Europe Last Minute consumer wants are the drivers of all strategic marketing decisions. No strategy is Cheap Flight Europe Last Minute pursued until it passes the test of consumer research. Every aspect of a Cheap Flight Europe Last Minute market offering, including the nature of Cheap Flight Europe Last Minute the product itself, is driven by the needs of potential consumers. The starting Cheap Flight Europe Last Minute point is always the consumer. The rationale for this approach is Cheap Flight Europe Last Minute that there is no Cheap Flight Europe Last Minute point spending R&D funds developing products that people will not buy. History Cheap Flight Europe Last Minute attests to many products that were commercial failures in spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This Cheap Flight Europe Last Minute system is basically the four Ps renamed and reworded to provide a customer focus. The Cheap Flight Europe Last Minute SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side Cheap Flight Europe Last Minute model (product, price, place, promotion) of marketing management. In a product innovation approach, the company Cheap Flight Europe Last Minute pursues product innovation, Cheap Flight Europe Last Minute then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a Cheap Flight Europe Last Minute profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options

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