Critically evaluate the applicability of the marketing concept by a company of your choice (your current or target employer or your own company). You are also required to examine how market-driven the business is with appropriate justification. Focus your coverage of marketing concepts on any TWO or more of the following aspects: • The achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition. • Adopting the Marketing Concept – characteristics of market-driven business e.g. customer concern throughout business; marketing spend regarded as investment. • Understanding Customers and Markets • Segmenting, Targeting and…
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