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For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the Cheap Travel Insurance Company consumers or Shoppers in the target market. Trying to convince a market segment to buy Cheap Travel Insurance Company something they don't want is extremely expensive and seldom successful. Marketers depend on Cheap Travel Insurance Company insights from marketing Cheap Travel Insurance Company research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this Cheap Travel Insurance Company process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.
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The American Marketing Association (AMA) states, �Marketing is the activity, set Cheap Travel Insurance Company of institutions, and processes for creating, communicating, delivering, and exchanging offerings that Cheap Travel Insurance Company have value for customers, clients, partners, and Cheap Travel Insurance Company society at large.".
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