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In other words, a firm must get to know what customers really want and closely follow the changes in tastes that occur. The various departments of the firm – marketing, production, finance, and human resources – must operate as a system, well coordinated and unified in the pursuit of a common goal: customer satisfaction.
Role: The role of marketing is to influence everything a business does, to ensure that the business continues to satisfy the needs and wants of its customers profitably. Marketing also provides value and utility for customers. Value allows the satisfied buyer to perceive the benefits derived from purchase to be greater than its costs...
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