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The American Marketing Association (AMA) states, �Marketing is Discount Airfare Cheap Airline Tickets Airfares the activity, Discount Airfare Cheap Airline Tickets Airfares set of institutions, Discount Airfare Cheap Airline Tickets Airfares and Discount Airfare Cheap Airline Tickets Airfares processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at Discount Airfare Cheap Airline Tickets Airfares large.".
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In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market Discount Airfare Cheap Airline Tickets Airfares offering, including the nature of Discount Airfare Cheap Airline Tickets Airfares the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale Discount Airfare Cheap Airline Tickets Airfares for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
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A formal approach to this customer-focused marketing is Discount Airfare Cheap Airline Tickets Airfares known as SIVA[3] (Solution, Discount Airfare Cheap Airline Tickets Airfares Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer Discount Airfare Cheap Airline Tickets Airfares focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
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