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Theme 1: Meeting Customer Needs
infoWhy this? Understanding customer needs helps businesses identify opportunities and create products that offer value. Market research, segmentation, and positioning enable us to evaluate how businesses use evidence to target customers, respond to competition, and develop competitive advantage.
scheduleWhy now? Early in Theme 1, this unit establishes the customer perspective needed to understand business activity. It provides a foundation for analysing markets and for the spring-term study of how businesses translate customer knowledge into a coherent marketing mix.
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