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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 it provides a perceived benefit. Two major factors Cheap Wedding Invitations of marketing are Cheap the recruitment of new customers (acquisition) and Cheap Wedding Invitations the Cheap Wedding Invitations retention and expansion of relationships Cheap Wedding Invitationswith existing customers (base management). Once a Cheap Wedding Invitations marketer has converted the prospective buyer, base management marketing takes over. 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