Unformatted text preview: consumers. The starting point is always the consumer. The rationale for this approach is that there is no reason to spend R&D (research and development) 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 to this customer-focused marketing is known as SIVA  (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 alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management. Product → Solution Promotion → Information Price → Value Place (Distribution) → Access...
View Full Document
- Fall '12
- Marketing, customer focus, marketers adapt offerings, change identification approach, product innovation approach.