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A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the Cheap Chain Link Fence Slats Inserts 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 recruitment of new Cheap Chain Link Fence Slats Inserts customers (acquisition) and 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 process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits Cheap Chain Link Fence Slats Inserts that sold the buyer Cheap Chain Link Fence Slats Inserts in the first place, and improving the product/service continuously to protect the business from competitive encroachments. For a marketing plan to be successful, the mix of the Cheap Chain Link Fence Slats Inserts four "Ps" must reflect the wants Cheap Chain Link Fence Slats Inserts and desires of the consumers or Shoppers in the target 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, Cheap Chain Link Fence Slats Inserts to determine what consumers want and Cheap Chain Link Fence Slats Inserts what they are willing to pay for. Marketers hope that this process Cheap Chain Link Fence Slats Inserts will give them a sustainable competitive advantage. Marketing management is the practical application of this Cheap Chain Link Fence Slats Inserts process. The offer is also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the marketing Cheap Chain Link Fence Slats Inserts function are led by a Cheap Chain Link Fence Slats Inserts Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Cheap Chain Link Fence Slats Inserts Officer position, reporting to the Chief Executive Officer. The American Marketing Association Cheap Chain Link Fence Slats Inserts (AMA) states, �Marketing is the activity, set of institutions, and processes Cheap Chain Link Fence Slats Inserts for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, Cheap Chain Link Fence Slats Inserts partners, and society at large.". Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also Cheap Chain Link Fence Slats Inserts a Cheap Chain Link Fence Slats Inserts small, but growing influence. Market research underpins these activities. Through advertising, it is also related to Cheap Chain Link Fence Slats Inserts many of the creative arts. Cheap Chain Link Fence Slats Inserts Marketing is a wide and heavily Cheap Chain Link Fence Slats Inserts interconnected Cheap Chain Link Fence Slats Inserts subject with Cheap Chain Link Fence Slats Inserts extensive publications. It is also an area of activity Cheap Chain Link Fence Slats Inserts infamous for re-inventing itself Cheap Chain Link Fence Slats Inserts and its vocabulary according to the times and the culture. Many companies today have a Cheap Chain Link Fence Slats Inserts customer focus (or customer orientation). Cheap Chain Link Fence Slats Inserts This Cheap Chain Link Fence Slats Inserts implies that the company focuses its activities and products Cheap Chain Link Fence Slats Inserts on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense Cheap Chain Link Fence Slats Inserts of identifying market changes and the product innovation approach. In the consumer-driven approach, consumer Cheap Chain Link Fence Slats Inserts wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of Cheap Chain Link Fence Slats Inserts a market offering, including the nature Cheap Chain Link Fence Slats Inserts of the product itself, is driven by the needs of potential Cheap Chain Link Fence Slats Inserts 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 not buy. History attests to many products that were commercial failures in Cheap Chain Link Fence Slats Inserts spite of being technological breakthroughs. A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Cheap Chain Link Fence Slats Inserts Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply

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side model (product, price, place, promotion) Cheap Chain Link Fence Slats Inserts of marketing management. In Cheap Chain Link Fence Slats Inserts a product innovation approach, the company pursues product innovation, then tries Cheap Chain Link Fence Slats Inserts to develop a market for the product. Cheap Chain Link Fence Slats Inserts Product innovation drives the process and

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marketing research is conducted primarily to Cheap Chain Link Fence Slats Inserts 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 so we should not expect them to tell us Cheap Chain Link Fence Slats Inserts what Cheap Chain Link Fence Slats Inserts they will buy in Cheap Chain Link Fence Slats Inserts the future. However, marketers Cheap Chain Link Fence Slats Inserts can aggressively over-pursue product innovation Cheap Chain Link Fence Slats Inserts and try to Cheap Chain Link Fence Slats Inserts overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have Cheap Chain Link Fence Slats Inserts a varied and Cheap Chain Link Fence Slats Inserts multi-tiered approach to Cheap Chain Link Fence Slats Inserts product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than Cheap Chain Link Fence Slats Inserts inventing light Cheap Chain Link Fence Slats Inserts bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such Cheap Chain Link Fence Slats Inserts as Nintendo who constantly change the way Video games are Cheap Chain Link Fence Slats Inserts played). Many purists doubt whether this is Cheap Chain Link Fence Slats Inserts really a form of marketing orientation at all, Cheap Chain Link Fence Slats Inserts because of the ex post status of consumer research. Some even question whether it is Cheap Chain Link Fence Slats Inserts marketing.