<P> 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 . </P> <P> The SIVA Model provides a demand / customer centric version alternative to the well - known 4Ps supply side model (product, price, place, promotion) of marketing management . </P> <Table> <Tr> <Td> Product </Td> <Td> → </Td> <Td> Solution </Td> </Tr> <Tr> <Td> Promotion </Td> <Td> → </Td> <Td> Information </Td> </Tr> <Tr> <Td> Price </Td> <Td> → </Td> <Td> Value </Td> </Tr> <Tr> <Td> Placement </Td> <Td> → </Td> <Td> Access </Td> </Tr> </Table> <Tr> <Td> Product </Td> <Td> → </Td> <Td> Solution </Td> </Tr>

Describe in detail the importance and role of marketing in an organization