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A market-focused, or customer-focused, organization first determines what its potential Cheap Golf Cars customers desire, and then builds the product Buy Cheap Auto Loans Bad Credit or service. Marketing theory and Cheap Golf Cars 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 factors of marketing are the recruitment Cheap Golf Cars of new customers (acquisition) and the retention and Cheap Golf Cars expansion of relationships with existing customers (base management). Once a Cheap Golf Cars marketer 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, enhancing the benefits that sold the buyer in the Cheap Golf Cars first place, and improving the Cheap Golf Cars product/service continuously to protect Cheap Golf Cars the business from competitive encroachments. For a marketing plan to be successful, the mix of 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 Cheap Golf Cars they Cheap Golf Cars don't want is extremely expensive and seldom successful. Cheap Golf Cars Marketers depend Cheap Golf Cars on insights from marketing Cheap Golf Cars research, both formal and informal, to determine what Cheap Golf Cars consumers want and what they are willing Cheap Golf Cars to Find Cheap Hotels Online pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing

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management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within most organizations,

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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, Cheap Golf Cars reporting to the Chief Executive Officer. The Cheap Golf Cars American Marketing Association (AMA) Cheap Golf Cars states, �Marketing is the activity, set Cheap Golf Cars of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, Cheap Golf Cars clients, Cheap Golf Cars partners, and society Cheap Golf Cars at large.". Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Cheap Golf Cars Anthropology is also

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a small, but growing influence. Cheap Golf Cars Market research underpins Cheap Golf Cars these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. Cheap Golf Cars It is Cheap Golf Cars also an area of activity infamous for re-inventing itself and its vocabulary according to the Cheap Golf Cars times and the culture. Many companies today Cheap Golf Cars have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven Cheap Golf Cars approach, the sense of Cheap Golf Cars identifying market changes and the product Cheap Golf Cars innovation approach. In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes Cheap Golf Cars the test of consumer research. Every aspect of a market offering, including the nature of the Cheap Golf Cars product itself, is driven by the needs of potential consumers. The Cheap Golf Cars starting point is always Cheap Golf Cars the Cheap Golf Cars consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to Cheap Golf Cars many products that were commercial failures in spite of being technological breakthroughs. A formal Cheap Golf Cars approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded Cheap Golf Cars to provide a Cheap Golf Cars customer focus. The SIVA Model Cheap Golf Cars provides a

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demand/customer centric version alternative to the well-known 4Ps Cheap Golf Cars supply Cheap Golf Cars side model (product, Cheap Golf Cars price, place, promotion) of marketing management. In a Cheap Golf Cars product innovation approach, the company pursues product innovation, then tries to develop Cheap Golf Cars a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable Cheap Golf Cars market segment(s) exists for the innovation. The rationale is that customers may not know what options will be Cheap Golf Cars available to them in the future so we should not expect them to tell us what they will Cheap Golf Cars buy in the future. However, marketers can aggressively over-pursue

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product innovation and try to 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 claimed that if Thomas Edison depended on marketing research he would have produced larger Cheap Golf Cars candles rather than inventing light bulbs. Many Cheap Golf Cars firms, such as research and development focused companies, successfully focus on product innovation Cheap Golf Cars (Such as Nintendo who constantly change the way Video games are played). Many purists doubt Cheap Hotels South Beach Miami whether this is really Cheap Golf Cars a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing.