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After establishing their target market segments, they conducted extensive research on the competing companies' marketing strategies and then evaluated them to make sure their product was above the competitions. It is very easy for a company to forget that their marketing strategy must be current; therefore part of their marketing plan includes the continual recycling of their research process and the evaluation of current data. From the research and the conclusions developed in analyzing the data, marketers determine the needs and wants of their specific market segments. The hotel will then be able to better develop ways to satisfy their customers' needs and wants and also begin developing ways to make their product superior to the competition...
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