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Marketers often use the term ___________ to cover various groupings of customers.

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Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called __________.

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Many brick-and-click competitors became stronger contenders in the marketplace than the pure-click firms because they had a larger pool of resources to work with and ________.

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Several scholars have found that companies who embrace the marketing concept achieve superior performance. This was first demonstrated for companies practicing a ___________ understanding and meeting customers expressed needs.

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