The marketing concept states that, to be successful, a company must provide greater customer value and satisfaction than its competitors do.
• Thus, marketers must do more than simply adapt to the needs of target consumers. They must also gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers.
• Each firm should consider its own size and industry position compared to those of its competitors.
The company’s microenvironment competitors
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Oleh
Ilham Zuliadin
