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In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the 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. More information available from The Chartered Institute of Marketing and SEO.
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 version alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management. For more information visit 4 Ps of Marketing and Marketing's four P's.
| Product | → | Solution |
| Promotion | → | Information |
| Price | → | Value |
| Placement | → | Access |
UK Marketing Group
- Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development.
- It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.
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