We learned that there are five main steps for the marketing process. In Step 2 before marketers decide on the value proposition and the USP and positioning, they need to conduct indepth market research to gain an understanding of their target market and the consumer behavior (i.e., their needs and wants). The market research process has six main steps that, if not followed correctly, will result in the failure of the marketing plan and, at the higher level, the product or service.
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