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Market information regarding existing competitors, available suppliers and intermediaries must be analyzed in context with the macroeconomic environment. What other companies sell mouse traps? What type of products are they selling with what marketing mix? With regards to this competition, can Trap-Ease pursue a market leader or market challenger stance? Demography and economics, technology and nature, society and culture, politics and law ? these environmental factors affecting the company's marketing process, in turn, determine the feasible marketing mix and target market. External information regarding these target consumers' needs, wants and incomes must be matched with what the company can internally offer...
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