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A market-focused, or customer-focused, organization first determines what its potential customers desire, and Cheap Router Table then builds the product or service. Marketing theory and practice is justified in the belief that customers use Cheap Router Table a product or service because they have a need, or because it provides a perceived benefit. Two Cheap Router Table major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships Cheap Router Table with existing customers (base Cheap Sailboats management). Once a Cheap Router Table marketer has converted the prospective

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buyer, base management marketing takes

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over. The process for base management shifts the marketer Cheap Router Table to building a relationship, nurturing the links, enhancing Cheap Router Table the benefits that sold Cheap Router Table the buyer in the first place, and improving the product/service continuously to protect the Cheap Router Table business from competitive encroachments. For a marketing plan to be successful, the mix of the Cheap Router Table four "Ps" must reflect the wants and desires of the consumers or Shoppers in Cheap Router Table the target market. Trying to convince a market segment to buy something they Cheap Router Table don't want is extremely expensive and Cheap Cameras Nikon seldom Cheap Router Table 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 Cheap Air Travel Europe this process will give them a sustainable competitive Cheap Router Table advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within Cheap Router Table most organizations, the activities encompassed by the marketing function are led by Cheap Router Table a Vice President or Director of Marketing. A Cheap Router Table growing Cheap Router Table number of organizations, especially large US Cheap Router Table companies, have a Chief Marketing Officer position, Cheap Router Table reporting to

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the Chief Executive Officer. The American Marketing Association (AMA) Cheap Router Table states,

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�Marketing is the activity, set of institutions, and processes for creating, Cheap Router Table communicating, Cheap Router Table delivering, and exchanging Cheap Dvd Uk offerings that have value for customers, clients, partners, and society at Cheap Router Table large.". Marketing methods are informed by many of the social sciences, Cheap Router Table particularly psychology, sociology, and economics. Cheap Router Table Anthropology is also a small, but growing

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influence. Vegas Cheap Flights Market research underpins these activities. Through advertising, it is Cheap Flights To Paris Florence also Cheap Us Air Travel related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an Cheap Router Table Cheap Car Rentals Florida area of activity infamous for Cheap Router Table re-inventing itself and its vocabulary according to the times and the culture. Many companies today have Cheap Flights To Munich From London a customer focus (or customer orientation). This Paris Cheap Flights From Canada implies Cheap Hostels In New York that the company focuses its activities and products on consumer demands. Generally Cheap Router Table there are three ways of doing Cheap Router Table this: the customer-driven approach, the sense Cheap Router Table of identifying market changes Cheap Router Table and the Cheap Router Table product innovation approach. In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is Cheap Router Table pursued until it passes the test of consumer research. Every aspect of a market offering, including the Cheap Router Table nature 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 not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs. A formal approach Cheap Apartment Tuscany to this customer-focused marketing is known as SIVA[3] (Solution, Information, Value, Access). This system is basically the Cheap Router Table four Ps Cheap Router Table renamed

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and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of Cheap Router Table marketing management. In a Cheap Router Table product innovation approach, Cheap Router Table the company pursues product innovation, then tries Cheap Router Table to develop a market for the Cheap Router Table product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is Cheap Router Table that customers may not know what options will be available to them in the

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future so we should not expect them to tell Cheap Router Table us what they will buy in the future. However, marketers can aggressively over-pursue product Cheap Router Table innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers Cheap Router Table must ensure Cheap Router Table that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing Cheap Router Table Cheap International Phone Rates research he would have produced larger candles rather Cheap Router Table than inventing light bulbs. Many firms, such as

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research Cheap Router Table and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Cheap Router Table 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.