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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or Cheap Roman Blind 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 Cheap Airline Flights To Florida benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of Cheap Roman Blind relationships Cheap Roman Blind with existing customers (base management). Once a marketer has converted the prospective buyer, Cheap Roman Blind base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing Cheap Roman Blind the links, enhancing the benefits that sold the buyer in the first

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place, and improving Cheap Roman Blind the product/service continuously to protect the Cheap Roman Blind business from competitive encroachments. For a Cheap Roman Blind 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 Cheap Roman Blind market. Trying to convince a 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 competitive advantage. Cheap Roman Blind Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within most Cheap Roman Blind organizations, Cheap Roman Blind the activities encompassed by the Cheap Roman Blind marketing function are led by a Vice President or Director of Marketing. Cheap Roman Blind A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer. The Cheap Roman Blind American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,

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and exchanging offerings that have value for customers, Cheap Roman Blind clients, Cheap Roman Blind partners, and society at large.". Marketing methods

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are informed by many of the social sciences, particularly

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psychology, sociology, and economics. Anthropology is also a Cheap Roman Blind small, but growing influence. Market research underpins these activities. Through advertising, Cheap Roman Blind it is also related to many of the creative arts. Marketing Cheap Roman Blind is a wide and heavily interconnected Cheap Roman Blind subject with extensive publications. It is also an area of activity Cheap Roman Blind infamous for re-inventing Cheap Roman Blind itself and its vocabulary according to the times and the Cheap Roman Blind culture. Many companies today have a customer focus (or customer Cheap Roman Blind orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of Cheap Roman Blind doing this: the

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customer-driven approach, the sense of identifying market changes and the

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product innovation approach. In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it Cheap Roman Blind passes the test of consumer research. Every Cheap Roman Blind aspect of a market offering, including the nature Cheap Roman Blind of the product itself, is driven by the needs of potential consumers. The starting 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 Cheap Roman Blind not buy. History attests to many products Cheap Manhattan Hotel New York Htm that were commercial failures in Cheap Roman Blind spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known Cheap Roman Blind as Cheap Roman Blind SIVA[3] (Solution, Information, Value, Access). This system

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is Cheap Roman Blind basically the four Ps Cheap Roman Blind renamed Cheap Roman Blind and reworded to provide a customer focus. The SIVA Model Cheap Roman Blind provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) Cheap Roman Blind of marketing management. In a product innovation Cheap Roman Blind approach, the company pursues product innovation, then tries to develop Cheap Roman Blind a market for the product. Product innovation drives the Cheap Roman Blind process and marketing

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research is conducted Cheap Roman Blind primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may Cheap Roman Blind not know what options will be available to them in the future so we should not Cheap Roman Blind expect them to tell us what they will buy in Cheap Roman Blind the future. However, marketers can aggressively over-pursue product

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innovation and try to overcapitalize on a niche. When Cheap Roman Blind pursuing a product innovation approach, marketers must ensure that they Cheap Roman Blind have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have Cheap Roman Blind produced larger candles rather than inventing light bulbs. Many firms, Cheap Roman Blind such as research and development focused companies, successfully focus on product 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 of the ex post status of Cheap Roman Blind consumer research. Some even question whether it is marketing.