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business from competitive U Buy Cheap encroachments. For a marketing plan to be successful, the mix of the four "Ps" 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 U Buy Cheap marketing research, U Buy Cheap both formal and informal, to determine what consumers want and what they are U Buy Cheap willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition U Buy Cheap to the 4P's theory. Within most organizations, the activities encompassed by the marketing function are led by U Buy Cheap a Vice President or Director of Marketing. A growing number of

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organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief U Buy Cheap Executive Officer. The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, U Buy Cheap clients, partners, and society at large.". Marketing methods are informed U Buy Cheap by many of the social

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