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The process in which the firm does something better than its competitors that gives it an edge in serving customers’ needs and/or maintaining mutually satisfying relationships with important stakeholders.

Which of the following best describes the definition of data?​

If an organization does not understand its customers, what should it consider doing? 

With respect to developing a marketing plan, what does it mean for a marketing plan outline to be consistent?

A good marketing plan outline is which of the following?

Although mass media audiences are becoming increasingly fragmented, media fragmentation does have a major advantage. What is this advantage?

Which of the following is part of a company’s internal market? ​

Focusing on customers has not always been the hallmark of strategic planning. In fact, in the early 20th century, firms tended to focus strictly on __________ rather than on developing relationships with customers.

The marketing planning process typically requires the coordination of __________ at the top of the corporate hierarchy with more __________ at the bottom. ​

Which of the following type of planning focuses on specific markets or market segments and the development of marketing programs that will fulfill the needs of customers in those markets​?