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Therefore depending on the type of marketing that is to be implemented (perhaps, radio, TV or local press) the background of the market should be examined carefully because this will allow the market to be segmented allowing for more effective and penetrable marketing.
It is often the case that a company may view a situation entirely differently to the consumer and such marketing and data collection is required to discover what these views are. As Jobber (2004) notes, “…it is dangerous to rely solely on the internal views of managers…only when [a] company really understands what its customers want[s] could it [be] put into action...
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