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belief that customers use a product or service because they have a need, or because it provides a perceived benefit. Two major factors Cheap Alicante Hotel of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing Cheap Tickets To Germany the links, Cheap Alicante Hotel enhancing the benefits that sold the buyer in the first place, and Airport Cheap Heathrow Parking 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 wants and desires of the consumers or Cheap Alicante Hotel Shoppers in Cheap Alicante Hotel the target market. Trying to convince a market segment Cheap Alicante Hotel to Cheap Alicante Hotel 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 Cheap Alicante Hotel what they Cheap Alicante Hotel are Cheap Alicante Hotel willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the marketing Cheap Alicante Hotel function are

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