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These facts are extremely important because they have a great impact on the demand for a certain product. William M. Pride and O.C. Ferrell states that "the effects of environmental forces on customers and marketers can be dramatic and difficult to predict" (pp.6). This results in the need for a reliable and carefully developed marketing research. A company should conduct marketing researches to bring down the level of uncertainty and risk to minimum, by acquiring true and accurate information about the environmental forces. Thus marketing research, environmental scanning and analysis are crucial for a company which involves in international marketing activities...
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