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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers Cheap Train Fares use a product or service because they Cheap Train Fares have a Cheap Train Fares need, or Cheap Train Fares because it provides a perceived benefit. Two major factors of marketing

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are the recruitment of new customers (acquisition) and the Cheap Train Fares retention and expansion of relationships Cheap Train Fares with existing customers Cheap Train Fares (base Cheap Train Fares management). Once a marketer has converted the prospective buyer, base management marketing takes over. The Cheap Train Fares process for base management shifts the marketer to building a relationship, nurturing the links, Cheap Train Fares enhancing the benefits that sold the buyer in the Cheap Train Fares first place, and improving the product/service continuously to protect the business from competitive encroachments. For a marketing plan to be successful, the mix of the four "Ps" must reflect the Cheap Train Fares wants and desires of the consumers or Shoppers in the target market. Trying to convince a Cheap Golf Irons market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on 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 Train Fares competitive advantage. Marketing management is the practical application Cheap Train Fares of this Cheap Train Fares process. The offer is Cheap Train Fares also an important addition to the 4P's theory. Within most organizations, the activities Cheap Train Fares encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, Cheap Train Fares especially large US Cheap Train Fares companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer. The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes Cheap Train Fares for creating, Cheap Train Fares communicating, Cheap Caravan Holidays delivering, and exchanging offerings that have value for customers, clients, partners, and society

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at large.". Marketing methods are informed by many

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of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Cheap Train Fares Market research underpins these activities. Through advertising, Cheap Train Fares it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself

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and its vocabulary Cheap Train Fares according to the times and the culture. Many companies today have a customer focus (or customer orientation). Cheap Train Fares This implies that the company focuses its activities

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and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the Cheap Train Fares sense of identifying market changes and the product 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 Train Fares the test of consumer research. Every aspect of a market offering, including the nature of Cheap Train Fares the product itself, is driven by the needs of potential consumers. The starting point Cheap Train Fares is always the consumer. The rationale Cheap Dirt Bikes for Cheap Train Fares this approach is Cheap Dance Clothes that there is no point spending R&D funds developing products that people will not Cheap Train Fares buy. History attests to many products that were commercial failures in spite of being technological breakthroughs. A Cheap Train Fares formal approach Cheap Train Fares to this customer-focused marketing Cheap Train Fares is known as SIVA[3] Cheap Train Fares (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer Cheap London Hotels focus. The Cheap Train Fares SIVA Model provides a demand/customer Cheap Train Fares centric version alternative Cheap Train Fares to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management. In a product innovation Cheap Train Fares approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the

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process and marketing research Cheap Train Fares is conducted primarily to ensure that a profitable market segment(s) exists

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for the Cheap Train Fares innovation. The rationale is that customers may not know what options Cheap Train Fares will be available to them Cheap Train Fares in the Cheap Train Fares future so we should not expect

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them to tell us Cheap Train Fares what they will buy 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 must ensure that they have

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a Cheap Plus Size Lingerie varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced Cheap Wedding Chair Covers larger Cheap Train Fares candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus Cheap Train Fares on product Cheap Train Fares innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because Cheap Train Fares of the ex post status of consumer research. Some even question whether Cheap Train Fares it is marketing.