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CHAPTER 18 - ASSIGNMENT.doc.docx - CHAPTER 18 1. By gaining...

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CHAPTER 181.By gaining competitive advantage, firms can go about outperforming competitorsin order to win, keep and grow customers.Definecompetitive advantage.p545(slide 4)2.To plan effective marketing strategies, the firm needs to find out all it can about itscompetitors.2.1.With theaid of a diagram,namethesteps in analysing competitors.(slide 6)3.The cost in money and time of gatheringcompetitive intelligence is high and thefirm must design its competitive intelligence system in a cost-effective way.Identify the steps indesigning a competitive intelligence systemP545
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