A company's marketing strategy can be customer-oriented (i.e., stragety designed by examining primary customer needs) or competitor-oriented (i.e., stragety based on competitors' actions). In reality, companies do both. For the following scenarios, identify which strategies to emphasize and why. 1. A market leader in pharmaceuticals. 2. A market follower in a mature market. 3. A market nicher (i.e., company focused on a small segment) in interior decoration of luxury homes. 4. A market challenger in a mature market with low margins and significant economies of scale effect.
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