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A market-focused, or customer-focused, organization first determines what its potential Cheap Garden Furniture customers desire,

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and then builds the product or service. Marketing theory and 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 Cheap Garden Furniture recruitment of Cheap Garden Furniture new customers (acquisition) and the retention and Cheap Garden Furniture expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. Cheap Garden Furniture The process for base

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management Cheap Garden Furniture shifts the marketer to building a relationship, Cheap Garden Furniture nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service Cheap Garden Furniture continuously to protect the business from competitive encroachments. For a marketing plan to be successful, the mix of the four "Ps" must

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reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince Cheap Garden Furniture a Cheap Garden Furniture market segment to buy something they don't want is extremely Cheap Garden Furniture expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they Cheap Garden Furniture are Cheap Hols willing to pay for. Marketers Cheap Portable Mp3 Player hope that this process Cheap Garden Furniture will give them a sustainable competitive advantage. Marketing management is the practical application Cheap Garden Furniture of Cheap Garden Furniture this process. The offer is also Cheap Garden Furniture an important addition to the 4P's Cheap Garden Furniture theory. Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing Cheap Garden Furniture number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to Cheap Garden Furniture the Chief Executive Officer. The American Cheap Garden Furniture Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society Cheap Garden Furniture at large.". Marketing methods are informed Cheap Garden Furniture by many Cheap Garden Furniture of the social sciences, particularly psychology, sociology, Cheap Garden Furniture and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it Cheap Garden Furniture is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive Cheap Hotels Rome publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the Cheap Garden Furniture times and the culture. Many companies today have a customer focus (or customer orientation). This implies that the company

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focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of Cheap Garden Furniture identifying Cheap Garden Furniture market changes and the product innovation approach. In the consumer-driven Cheap Disneyland Tickets approach, consumer wants are Cheap Insurance Travel Uk the drivers of all strategic marketing decisions. No Cheap Garden Furniture strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product Cheap Garden Furniture itself, is driven by the needs of potential consumers. The starting Cheap Garden Furniture point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not Cheap Garden Furniture buy. History attests to many products that were commercial failures in spite of being technological breakthroughs. A formal approach to Cheap Garden Furniture this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system Cheap Garden Furniture is basically the four Ps renamed and reworded to provide a customer focus. The SIVA

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Model provides a demand/customer centric Cheap Garden Furniture version alternative to the well-known Cheap Garden Furniture 4Ps supply side model (product, price, place, promotion) of

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marketing management. In a product Cheap Garden Furniture innovation approach, the company pursues Cheap Garden Furniture product innovation, then Cheap Garden Furniture tries to develop a market for

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the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is Cheap Garden Furniture that Cheap Garden Furniture customers may not know what options will be available to them in Cheap Garden Furniture the future so we should

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not expect them to Cheap Garden Furniture tell us what they will

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buy in the future. Cheap Garden Furniture However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When Cheap Garden Furniture pursuing a product innovation approach, marketers Cheap Garden Furniture must ensure Cheap Flight Birmingham Istanbul 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 Cheap Garden Furniture bulbs. Many firms, such as research and development focused companies, successfully focus on Cheap Garden Furniture product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt Cheap Garden Furniture whether this Cheap Garden Furniture is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is Cheap Sex Escort Romania marketing.