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In a very real sense, profits are merely a measure—although an important one—of host well a company serves its customers. New products or services, more than any other single factor, determine what an enterprise is or will be, The key questions in this area can be summarized as follows:
• What is our business? -
• Who are our customers?
• What do our customers want?
•. How much will our customers buy and at what price? .
• Do we wish to be a product leader?
• What is our competitive advantage? -.
• Do we wish to develop our own new products?
• What advantages do we have in serving customer needs?
• How should we respond to existing and potential competition?
• How far can we go in serving customer needs?
• What profits can we expect?
• What basic form should our strategy take?
Marketing
Marketing strategies are designed to guide managers in getting products or services to customers and in encouraging customers to buy: Marketing ‘strategies are closely related to product strategies; they must be interrelated and mutually supportive...
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Common topics in this essay:
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