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Current and potential clientele
Philip Kotler defines marketing as "a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others1". And yet, the needs of the business leaders can be perceived as complex and as having a certain particular order of importance. Even before trying to meet the needs of its products' end-users, the entrepreneur must understand and meet the needs of this particular business clientele.

  Identification of clientele
  Qualification of clientele
  Identification of met and unmet needs
  Identification of buying habits
  Tracking of purchases
  Identification of decision making process within the company

1 Source: Kotler, Philip. (2001). A Framework for Marketing Management. Prentice-Hall, Upper Saddle River, NJ. p.6.

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