Marketing strategies & changes in customer preferences

IB Business Management: Marketing strategies & changes in customer preferences

This section of the IB Business Management syllabus examines how marketing strategies evolve as a response to changes in customer preferences (AO3).The needs and wants of customers change over time and businesses exist to meet these changing desires and preferences. For example, in many parts of the world, there has been an increase in demand for foods for people with specialist diets, such as gluten-free food, vegan...


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