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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then Ipod Cables Cheap 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 Ipod Cables Cheap it provides a perceived benefit. Two major factors of marketing are Ipod Cables Cheap the recruitment of new customers Ipod Cables Cheap (acquisition) and the retention and expansion of relationships with existing customers (base management). Ipod Cables Cheap Once a marketer has converted the prospective buyer, base management marketing takes over. The Ipod Cables Cheap process Ipod Cables Cheap for base management Cheap Sony Digital Camera shifts the marketer to Ipod Cables Cheap Cheap Camping Shower building Ipod Cables Cheap a relationship, nurturing the links, enhancing the benefits that Ipod Cables Cheap sold the buyer in the Ipod Cables Cheap first place, and improving the product/service continuously to protect the business from competitive encroachments. For a marketing plan to be successful, the Ipod Cables Cheap mix of the four "Ps" must reflect the wants and desires of the consumers or Ipod Cables Cheap Shoppers Ipod Cables Cheap in the target market. Trying to convince a market segment to buy something they don't want is extremely Ipod Cables Cheap expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, Ipod Cables Cheap to determine what consumers want and Cheap Fire Logs what they are willing to pay for. Ipod Cables Cheap Marketers hope that this process will give them a sustainable competitive advantage. Ipod Cables Cheap Marketing management is the Ipod Cables Cheap practical application of this process. The offer is also an important addition to the 4P's Ipod Cables Cheap theory. Within most organizations, the activities encompassed by the marketing Cheap Ticket Train Travel function are led by a Vice President or Ipod Cables Cheap 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 American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, Ipod Cables Cheap communicating, delivering, and exchanging offerings that have value for customers, clients, partners, Ipod Cables Cheap and society at large.". Marketing

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methods are informed by many Ipod Cables Cheap of the social sciences, particularly psychology, sociology, and Ipod Cables Cheap economics. Anthropology is also a small, but growing influence. Market research Ipod Cables Cheap underpins Ipod Cables Cheap these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily Ipod Cables Cheap interconnected subject with extensive Ipod Cables Cheap publications. It is also an Ipod Cables Cheap area of activity infamous for

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re-inventing itself and its vocabulary according Get Cheap Auto Insurance Drivers Violations to the times and the culture. Many companies today have a customer focus Ipod Cables Cheap (or customer orientation). Ipod Cables Cheap This implies that the company focuses its activities and products on consumer demands. Generally there are Ipod Cables Cheap 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 are the drivers of all Ipod Cables Cheap strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The Ipod Cables Cheap starting Accessory Car Exterior Auto Cheap Insurance point is always Ipod Cables Cheap the consumer. The rationale for this Ipod Cables Cheap approach is that there Ipod Cables Cheap is no point spending R&D funds developing products that people Ipod Cables Cheap will not buy. Ipod Cables Cheap History Ipod Cables Cheap attests to many products that were commercial failures Ipod Cables Cheap in spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This Ipod Cables Cheap system Ipod Cables Cheap is basically the four Ps renamed and reworded Ipod Cables Cheap to provide a customer focus. The SIVA Model provides a Ipod Cables Cheap demand/customer centric version alternative to Ipod Cables Cheap the Ipod Cables Cheap well-known 4Ps supply side model (product, Ipod Cables Cheap price, place, promotion) of marketing management. In a product innovation approach, the company pursues product innovation, then tries to develop

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a market for the product. Product innovation Cheap Lodging Travel drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in the future Ipod Cables Cheap so we should not expect them to tell us what they will buy

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in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a Ipod Cables Cheap varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research Ipod Cables Cheap he Ipod Cables Cheap would have produced larger candles rather than inventing light bulbs. Many firms, 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 consumer Ipod Cables Cheap research. Some even question Ipod Cables Cheap whether it is marketing.