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A market-focused, or customer-focused, organization Cheap Lodging Travel first determines Cheap Monthly Motels Houston what its potential Cheap Lodging Travel customers desire, and then builds the product or service. Marketing theory Cheap Lodging Travel 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 Lodging Travel recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a Cheap Lodging Travel marketer has converted the prospective buyer, base Cheap Lodging Travel management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the Cheap Lodging Travel links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments. For a marketing plan to be Cheap Lodging Travel successful, the mix Cheap Water Treatment In Md Tn of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying Cheap Lodging Travel to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on Cheap Lodging Travel insights from marketing research, both formal and informal,

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to determine what Cheap Lodging Travel consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Cheap Lodging Travel Marketing management is the practical application of this process. The Cheap Lodging Travel offer is Cheap Lodging Travel also an important addition to the Cheap Lodging Travel 4P's theory. Within most organizations, the activities encompassed by the marketing function are

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led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer. The

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American Marketing Association (AMA) states, �Marketing is the activity, set Cheap Sony Digital Camera of institutions, Cheap Lodging Travel and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, Cheap Lodging Travel clients, partners, and society at large.". Marketing Cheap Lodging Travel methods are informed by many of the Cheap Lodging Travel social sciences, particularly psychology, sociology, and economics. Anthropology is also a

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small, but growing influence. Market research underpins these activities. Through advertising, it is also related Cheap Lodging Travel to many of the creative arts. Marketing

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is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and Cheap Lodging Travel its vocabulary according to Cheap Camping Shower the times and the culture. Many companies Cheap Lodging Travel today have a customer focus (or customer orientation). This implies that the company focuses Cheap Lodging Travel its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach. In the consumer-driven approach, consumer wants

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are the Cheap Lodging Travel Cheap Fire Logs drivers of all strategic marketing decisions. Cheap Lodging Travel No strategy is pursued until it passes

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the test of consumer research. Every aspect of a market offering, Cheap Lodging Travel including the nature of the product Cheap Lodging Travel itself, is driven by Cheap Lodging Travel the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is

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no point spending R&D funds developing products that people will not buy. Cheap Lodging Travel History attests to many products that were commercial failures in spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known as Cheap Lodging Travel SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a Cheap Lodging Travel demand/customer centric version alternative to Cheap Ticket Train Travel the well-known 4Ps supply side model (product, Get Cheap Auto Insurance Drivers Violations price, Cheap Lodging Travel place, promotion) of marketing management. In a product innovation approach, Cheap Lodging Travel the company pursues product innovation, then tries to develop a market for Accessory Car Exterior Auto Cheap Insurance the product. Product innovation drives

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the process and marketing research is Cheap Lodging Travel conducted Cheap Lodging Travel primarily to ensure that a profitable Cheap Lodging Travel market segment(s) exists for the innovation. The rationale is that customers may not Cheap Lodging Travel know what Cheap Lodging Travel options will be available to them in the Cheap Lodging Travel future so we should not expect them to tell us what they will buy Cheap Lodging Travel in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation Cheap Lodging Travel approach, marketers must ensure that they have a Cheap Lodging Travel varied and multi-tiered approach Cheap Lodging Travel to product innovation. It is claimed that if Thomas Edison depended on marketing research Cheap Lodging Travel he would have produced larger candles rather than inventing light bulbs. Many Cheap Lodging Travel firms, such as research Cheap Lodging Travel and development focused companies, successfully focus

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on Cheap Lodging Travel product innovation (Such Cheap Lodging Travel as Nintendo who constantly change the way Video games are Cheap Lodging Travel played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing.