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In addition, consumers cannot be considered a group as a whole. Customers are people, and vary considerably and have different needs so cannot all be satisfied in the same way. (Kotler 31)
These reasons mean that marketing must be strategic in order to have the biggest impact on obtaining customers, increasing market share, and growing the business. Strategic marketing is defined as the process of aligning strengths of an organisation with the groups of customers it can serve. (Kotler 31) This means that the marketing strategy will align an organisation with a group of customers where it can meet their needs better than its competitors...
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