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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 Cheap Account Ecommerce Internet Merchant in the belief that customers use

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a product or service because they have a need, or because it provides a perceived benefit. Two major Cheap Account Ecommerce Internet Merchant factors of marketing are the recruitment of new customers (acquisition) and the retention Cheap Account Ecommerce Internet Merchant and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. Cheap Account Ecommerce Internet Merchant The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in Cheap Account Ecommerce Internet Merchant the first place, and improving the product/service continuously to protect the business from competitive encroachments. For Cheap Account Ecommerce Internet Merchant a marketing plan to be successful, the mix of the four "Ps" must reflect the Cheap Account Ecommerce Internet Merchant wants and desires of Cheap Account Ecommerce Internet Merchant the consumers or Shoppers in the target Cheap Account Ecommerce Internet Merchant market. Trying to convince a market segment Cheap Account Ecommerce Internet Merchant to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing Cheap Account Ecommerce Internet Merchant research, both formal and informal, to determine Cheap Account Ecommerce Internet Merchant what consumers want and what they are willing Cheap Account Ecommerce Internet Merchant to pay for. Marketers hope that Cheap Rental Cars Gold Coast this process will give Mardi Gras Cheap Beads them a sustainable competitive Cheap Account Ecommerce Internet Merchant advantage. Cheap Account Ecommerce Internet Merchant 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 are led Cheap Account Ecommerce Internet Merchant by a Vice President or Director Cheap Account Ecommerce Internet Merchant of Marketing. A growing number of organizations, especially large US companies, Cheap Account Ecommerce Internet Merchant have a Chief Marketing Officer Cheap Account Ecommerce Internet Merchant position, reporting to the Chief Executive Officer. The American Marketing Association (AMA) states, �Marketing is Cheap Account Ecommerce Internet Merchant the activity, set of institutions, and processes for creating, communicating, delivering, and Cheap Car Rental Spain exchanging offerings that have value for customers, clients, partners, and society at large.". Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also

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a small, but growing influence. Market research underpins these activities. Through advertising, it Cheap Account Ecommerce Internet Merchant is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself Cheap Sony Alpha and its Cheap Account Ecommerce Internet Merchant vocabulary according to the times and the culture. Many companies today have a customer Cheap Account Ecommerce Internet Merchant 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 Cheap Account Ecommerce Internet Merchant of identifying market changes and Cheap Account Ecommerce Internet Merchant the product innovation approach. In the consumer-driven approach, consumer wants are the drivers of all strategic Cheap Account Ecommerce Internet Merchant marketing decisions.

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No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including Cheap Account Ecommerce Internet Merchant the nature of the product Cheap Account Ecommerce Internet Merchant itself, is driven by the needs of potential consumers. The starting point is always Cheap Account Ecommerce Internet Merchant the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people

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will not buy. History attests to many products Cheap Account Ecommerce Internet Merchant that were commercial failures in spite of being technological Cheap Account Ecommerce Internet Merchant 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 Cheap Account Ecommerce Internet Merchant a customer focus. The SIVA Model provides a Cheap Account Ecommerce Internet Merchant demand/customer centric version alternative

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to the well-known 4Ps supply Cheap Account Ecommerce Internet Merchant side model (product, price, place, Hong Kong Cheap Hotel promotion) of marketing management. In a product innovation approach, the company Cheap Flights To Berlin pursues product innovation, then tries to develop a market for the product. Product innovation drives Cheap Account Ecommerce Internet Merchant the process and Cheap Flights To Budapest From Dublin marketing Cheap Account Ecommerce Internet Merchant research is conducted primarily Cheap Account Ecommerce Internet Merchant to ensure that a profitable market Cheap Account Ecommerce Internet Merchant segment(s) exists Cheap Account Ecommerce Internet Merchant for the innovation. The rationale is that customers may not Cheap Account Ecommerce Internet Merchant know what options will be available to them in the future so we should not expect them to tell us what Cheap Account Ecommerce Internet Merchant they Cheap Account Ecommerce Internet Merchant will buy in the future. However, marketers can aggressively over-pursue product innovation and try to Cheap Account Ecommerce Internet Merchant overcapitalize on a

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niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and Cheap Account Ecommerce Internet Merchant multi-tiered approach Cheap Account Ecommerce Internet Merchant to product innovation. It is claimed that if Thomas Edison depended Cheap Account Ecommerce Internet Merchant on marketing research he would Cheap Account Ecommerce Internet Merchant have produced larger candles Cheap Account Ecommerce Internet Merchant rather than inventing light bulbs. Many firms, such as research and development focused Cheap Account Ecommerce Internet Merchant companies, successfully focus on product Cheap Account Ecommerce Internet Merchant innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post Cheap Account Ecommerce Internet Merchant status of consumer research. Cheap Account Ecommerce Internet Merchant Some even question Cheap Account Ecommerce Internet Merchant whether it is marketing.

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