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A Cheap Summer Holidays market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or Cheap Summer Holidays service. Marketing theory and practice Cheap Summer Holidays 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

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are the recruitment Cheap Summer Holidays of new customers (acquisition) and Cheap Summer Holidays the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The Cheap Summer Holidays process for base management shifts the marketer Cheap Summer Holidays to building a relationship, nurturing the links, enhancing the benefits that sold the buyer Cheap Airline Tickets To Amsterdam in the first place, and improving the product/service continuously to protect the business from competitive Cheap Summer Holidays encroachments. For a marketing plan to be successful, the mix of the four "Ps" must reflect Cheap Summer Holidays the wants and desires of the consumers or Cheap Summer Holidays Shoppers in Cheap Flights Froml London the target market. Trying Cheap Summer Holidays to convince a market segment to buy something they don't want is extremely Cheap Summer Holidays expensive and seldom successful. Marketers Cheap Honeymoon depend on insights from marketing research, both Cheap Summer Holidays 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. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the marketing function Cheap Low Interest Loans are led by a Vice Cheap Summer Holidays President or Director of Marketing. A growing number of Cheap Summer Holidays organizations, especially large US companies, have Cheap Summer Holidays a Chief Marketing Cheap Summer Holidays Officer position, reporting to the Chief Executive Officer. The American Cheap Interisland Trips Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes Cheap Summer Holidays for Cheap Summer Holidays creating, communicating, delivering, and Cheap Summer Holidays exchanging offerings that have value for customers, clients, Cheap Summer Holidays partners, and society at large.". Marketing methods are Cheap Air Fares 2b Western Australia informed by Cheap Summer Holidays many of the social sciences, particularly psychology, Cheap Summer Holidays sociology, Cheap Summer Holidays and economics. Cheap Summer Holidays Anthropology is also Cheap Summer Holidays a small, but growing influence. Market Cheap Summer Holidays research underpins these Cheap Summer Holidays activities. Through advertising, it is also related to many of the creative arts. Marketing Cheap Summer Holidays is a wide Cheap Summer Holidays and heavily interconnected subject with extensive publications. It is also an area Cheap Summer Holidays of activity infamous for re-inventing itself and its

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vocabulary according to the times and the culture. Many companies today have a customer focus (or customer orientation). This implies that the company focuses 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 are the drivers of all strategic marketing Cheap Summer Holidays decisions. Cheap Summer Holidays No strategy is pursued until it passes the test Cheap Summer Holidays of consumer research. Every aspect of a market offering, including Cheap Summer Holidays the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for Cheap Summer Holidays this approach is that there is no point spending R&D funds developing Cheap Summer Holidays products Cheap Summer Holidays that people will not buy. History attests to many Cheap Summer Holidays products that were commercial Cheap Summer Holidays failures in spite of being technological breakthroughs. A formal Cheap Summer Holidays approach to this customer-focused marketing is known Cheap Summer Holidays as 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 Cheap Summer Holidays a demand/customer centric version Cheap Summer Holidays alternative to the Cheap Summer Holidays well-known 4Ps Cheap Summer Holidays supply side model (product, price, place, promotion) of marketing management. In a Cheap Air Line Tickets To India product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing Cheap Summer Holidays research is conducted primarily to ensure that a profitable Cheap Summer Holidays market segment(s) Cheap Summer Holidays exists for the innovation. The rationale is that customers may not know what options Cheap Summer Holidays will be available to them in the future so we should not expect

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them to Cheap Summer Holidays tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to

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overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure 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 bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly Cheap Summer Holidays change the way Video games are played). Many purists doubt whether this is Cheap Summer Holidays really a form of Cheap Summer Holidays marketing orientation at all, because of Cheap Summer Holidays the ex post status of consumer research. Some even question whether it is marketing.