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have a need, or because it provides a perceived Cheap Hotels Sterling Va benefit. Two major factors of marketing are the recruitment of new Cheap Hotels Sterling Va customers (acquisition) and the retention Cheap Hotels Sterling Va 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 Cheap Hotels Sterling Va relationship, nurturing the links, enhancing the Cheap Hotels Sterling Va benefits that sold the buyer in the first place, and improving Cheap Hotels Sterling Va the product/service Cheap Hotels Sterling Va continuously to protect the business from competitive encroachments. For a marketing plan to be successful, the mix of the four "Ps"

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must reflect the wants 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 Cheap Hotels Sterling Va and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give Cheap Hotels Sterling Va them a Cheap Hotels Sterling Va sustainable competitive advantage. Marketing management is the practical application of this process. The offer Cheap Hotels Sterling Va is also an important Cheap Hotels Sterling Va addition to the 4P's theory. Within most organizations, the activities encompassed by the marketing function Cheap House Insurance are led by a Vice President or Director

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consumer. The rationale for this approach is that there is no point spending Cheap Hotels Sterling Va R&D funds developing Cheap Hotels Sterling Va products that people will not buy. History attests to many products that Cheap Hotels Sterling Va were commercial failures in 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 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 side model (product, Cheap Hotels Sterling Va price, place, promotion) of marketing management. In a product innovation approach, Cheap Hotels Sterling Va the company pursues product innovation, then tries to develop a market for the 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 Cheap Hotels Sterling Va rationale is Cheap Hotels Sterling Va that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy Cheap Hotels Sterling Va in the future. Cheap Hotels Sterling Va However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When Cheap Hotels Sterling Va pursuing a Cheap Hotels Sterling Va product innovation approach, marketers must Cheap Hotels Sterling Va ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on Cheap Hotels Sterling Va marketing Cheap Hotels Sterling Va research he would have produced larger candles rather than inventing Cheap Hotels Sterling Va light bulbs. Many firms, such as Cheap Hotels Sterling Va research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are

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played). Many purists doubt whether this is really a form Cheap Hotels Sterling Va of marketing orientation Cheap Hotels Sterling Va at all, because of the ex post status of consumer research. Some even question whether it is marketing.

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