External Perspective 6/6

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The final step in your marketing evaluation from the external perspective deals with your competition. You must have an active competitor surveillance program in place. If you customer makes a move, changes their message, or launches a new product, you need to be the first to know. Any move a competitor makes can affect your business, so keep a very close eye on their operations at all time - no matter how small your company is, this is a must.

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