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C3/C4: Business Planning Marks and Spencer's use an appraisal of techniques for monitoring and improving customer services. What is marketing? Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analysing their needs, and then making strategic decisions about product design, pricing, promotion and distribution. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organisations, and events to create and maintain relationships that will satisfy individual and organisational objectives. Marks and Spencer's use market research to find out what customers want, what they think needs improving etc....

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