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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 belief that customers use a product or service because they have a need, or because Hotels Cheap Berlin it provides a perceived benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, Hotels Cheap Berlin base management marketing takes Hotels Cheap Berlin over. The process for base management shifts the marketer to building a relationship, nurturing the Hotels Cheap Berlin links, enhancing the benefits that sold the Hotels Cheap Berlin buyer in the first place, Hotels Cheap Berlin and improving the product/service continuously to protect the business from competitive encroachments. For a marketing plan to be successful, the mix of Cheap Flights Frok Sydney To Uk the four "Ps" Hotels Cheap Berlin must reflect the wants and desires of the consumers or Shoppers in

Hotels Cheap Berlin

the target market. Trying to convince a Hotels Cheap Berlin 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, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive Hotels Cheap Berlin advantage. Marketing management is Hotels Cheap Berlin the practical application of this process. The offer Hotels Cheap Berlin is also an important addition to the 4P's Hotels Cheap Berlin theory. Within most organizations, the activities encompassed by the marketing function Hotels Cheap Berlin are led by a Vice President or Director of Marketing. A Hotels Cheap Berlin growing number of organizations, especially large US companies, have a Chief Marketing Officer Hotels Cheap Berlin position, reporting to the Chief Executive Officer. The American Marketing Hotels Cheap Berlin Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, Hotels Cheap Berlin communicating, delivering, Hotels Cheap Berlin and exchanging offerings that have value for customers, clients, partners, and society at large.". Marketing Hotels Cheap Berlin methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing Hotels Cheap Berlin influence. Market research underpins Hotels Cheap Berlin these activities. Through advertising, it is also related to many of the creative arts. Marketing Hotels Cheap Berlin is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing Hotels Cheap Berlin itself and its vocabulary Hotels Cheap Berlin according to the times and the culture. Many companies today have a customer focus Hotels Cheap Berlin (or customer orientation). This implies that the company focuses its activities and Hotels Cheap Berlin products on consumer demands. Generally Hotels Cheap Berlin there are three ways of doing this: the customer-driven Hotels Cheap Berlin 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 decisions. No strategy is pursued until Hotels Cheap Berlin it passes the test of consumer research. Every aspect of a market offering, Hotels Cheap Berlin including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The Hotels Cheap Berlin rationale Hotels Cheap Berlin for this approach is that there is no point spending R&D funds developing products Hotels Cheap Berlin that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs. A Hotels Cheap Berlin formal approach to this customer-focused marketing Hotels Cheap Berlin is Hotels Cheap Berlin known as SIVA[3] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a Hotels Cheap Berlin customer focus. The SIVA Model provides

Hotels Cheap Berlin

a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management. In a product innovation approach, the company pursues product innovation, then tries to develop Hotels Cheap Berlin a market for Hotels Cheap Berlin the product. Product innovation drives the process and marketing research is conducted primarily Hotels Cheap Berlin to ensure that a profitable market segment(s) exists for the innovation. Hotels Cheap Berlin The rationale is that customers may not know what options will Hotels Cheap Berlin be available to them in the future so Hotels Cheap Berlin we should not expect them to tell us what they will buy in the future. However, marketers can Hotels Cheap Berlin aggressively over-pursue product innovation and try to overcapitalize Hotels Cheap Berlin on a niche. When

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pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach

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to product innovation.

Hotels Cheap Berlin

It Hotels Cheap Berlin is claimed that if Hotels Cheap Berlin Thomas Edison depended Hotels Cheap Berlin on marketing research he would have Hotels Cheap Berlin produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus Hotels Cheap Berlin on Hotels Cheap Berlin product innovation (Such as Nintendo who constantly change the Hotels Cheap Berlin way Video games are played). Many purists doubt whether this is really a form of marketing orientation at all,

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because of the ex post status of consumer research. Some even question whether

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it is marketing.