Marketing Insights from A to Z
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Today’s central problem facing business is not a shortage of goodsbut a shortage of customers. Most of the world’s industries can pro-duce far more goods than the world’s consumers can buy. Overca-pacity results from individual competitors projecting a greater marketshare growth than is possible. If each company projects a 10 percentgrowth in its sales and the total market is growing by only 3 percent,the result is excess capacity.
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Marketing Insights from A to Z
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Marketing Insights from A to Z
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