To view the purposes they believe they have legitimate interest for, or to object to this data processing use the vendor list link below. Analytical cookies are used to understand how visitors interact with the website. Undifferentiated Marketing. Advantages of Differentiated Marketing. The organisation has to produce different product according to different needs and wants of different segment of the market. Is concentrated marketing a niche market? With any marketing strategy there are going to be advantages and disadvantages. 3 Disadvantages of Mass Marketing You Must Know 1. It does not store any personal data.
Concentrated marketing occurs when a company creates a single marketing message for a specific, narrow demographic. The main challenges to concentrated marketing are low economies of scale, low barriers to entry, and the need to be perfect. Which is the characteristic of concentrated targeting strategy? Its been able to maintain its initial customer base of young professionals, as well as expand to a wider audience of college students and higher-income individuals. Advertising on television channels is concentrated in local broadcasts channels and station breaks which people might ignore them. This tactic has advantages and disadvantages, just like every marketing tactic. One can customize the product and message until get the desired results. Then the sales team uses them to demonstrate the product's competitive advantage. Features of Concentrated marketing: The marketing strategy will be on a target group of customers and not any traditional marketing strategy such as mass advertising and mass distribution will not be used to market the product. Answer: Following are the disadvantages of marketing: Extensive consumption: Market investigation is monetarily charged as it incorporates use on information examination, handling, and contracting of market examination pros or research offices. Concentrated Marketing is a market coverage and Market Segmentation strategy in which the product and marketing message is aimed at a (few) well-defined segments of the consumer population in a market.
Munchkin also uses a concentrated marketing strategy. The shop is now the neighborhoods go-to spot for coffee, and rarely relies on advertising. SendPulse.
Disadvantages of concentrated marketing. Instead of pursuing the masses, companies go for the "niches"small and specific markets with great revenue potential. What is a disadvantage of a concentrated targeting strategy? There are different forms of concentrated marketing, for example, specialized home furniture provider and well-designed housewares shops. After all, everyone needs insurance.
Differentiated marketing or multi-segment marketing is for two or multiple customer segments to which a business sends different messages for the same product and service based on each group's distinct characteristics, such as age, income, gender, culture, etc.
Advantages: concentration of resources, meets narrowly defined segment, small firms can compete and strong positioning. This change prevents favoritism and gives all economies a chance to boost their tourism and national income. Concentrated Targeting Concentrated marketing is a strategy which targets very defined and specific segments of the consumer population. Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors. So you know what concentrated marketing is, but what characteristics does it entail? Advertisements with a broad reach (i.e., on TV or newspapers) arent cheap, and are often out of reach for many smaller businesses. When designing their marketing strategy, organizations have three main choices in regards to their approach to target marketing. 10 years of Marketing in 35 minutes Deepak Kanakaraju introduced me to Internet M Income streams are from multiple sources, such as ticket sales, tourist accommodation, and sightseeing. Strong relationships with customers - Concentrated marketing tailors the products/services to customers' specific needs, which earns them a higher customer satisfaction rate and more brand loyalty. So lets move to the main features of concentrated marketing. 5 What is differentiated targeting strategy? Disadvantages: segments too small or changing and large competitors may market to niche segment. Concentrated marketing, the main purpose of which is to create an offer for one specific segment, comes with several benefits for small companies. Clearly, differentiated marketing strategy is a more complex business to run and will generally have a higher cost structure, but it does have the advantages of greater market potential and growth, as well as diversity of income streams. Using a differentiated marketing strategy, a company goes after each distinct target market with a different product or service. Upload unlimited documents and save them online. Hence, businesses might find themselves in a trap when its time to grow. Identify key traits, such as age, location, income bracket and additional demographics, that identify your market groups. 1 - Sports fans in a baseball stadium The cookie is used to store the user consent for the cookies in the category "Performance". When it comes to capturing the market, companies have two choices: go big or go small. Concentrated marketing is often known as niche marketing and differentiated marketing. Such segments face little number of competitors and can easily be converted to profitable business segments. In this approach one marketing mix is developed for instance, in the watch market, Rolex watches concentrated on luxury segment. Best Answer. Theyll show you the successful implementation of this strategy by several world-known brands. It is a synthesis of concentrated and undifferentiated marketing strategies. Narrow your target markets.
3 market coverage strategies are; Undifferentiated Marketing, Differentiated Marketing, Concentrated Marketing. All rights reserved. Thus, they can capture the market with fewer resources and earn a higher profit. Micromarketing is highly targeted, as it tends to target a specific segment of the population. Advantages. infrastructure development (roads, water, electricity, telecom and cybercom, but not necessarily driven by local priorities.) Advertising in Commercial breaks are often sold out far in advance. The app blocks your screen and provides prompts such as resting your eyes, taking a walk, etc., while you're taking a rest. There are three different target market strategies you can implement: Knowing which one of these strategies to implement for your business is the first step in building an effective, long-term marketing strategy. The first choice is to ignore the concept of market segments and the differences in consumer needs. Next, well take a closer look at differentiated and concentrated marketing to explore each of them and find the distinctive features. It cemented its success by focusing on a particular target audience girls ages 612. The target customers of this market include p, rofessional athletes/officials attending tournaments and s. As you might be aware, the location of a sports tournament tends to alternate between countries around the world. After product development the next steps for marketers are brand management and convey the message and promote the brand. Your marketing strategy isn't just about boosting leads and converting them into buyers, it's also about expressing the culture, values, and purpose of . Undifferentiated campaigns campaigns usually come with a general hook, such as High quality. This strategy is especially effective for small businesses as it helps obtain a good position in one marketing segment. Its purpose is to diversify the customer portfolio and maximize potential sales. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. These are markets that large companies are not aware of or don't want to enter due to the lower profit margins. Since all marketing efforts are concentrated in one customer segment, rejections can mean the end of the business. he or she lead the concentration ratio high. They are as follows: Now that you know the advantages and disadvantages of concentrated marketing lets compare this strategy with another one differentiated marketing. To appeal to its many target audiences, the corporation has created a variety of items in a given category. Get the Marketing Study Guide in PDF for only $9.99, Check Out Our Website on Cluster Analysis, Criteria for Effective Market Segmentation, Using the Criteria for Effective Segmentation, Using Cluster Analysis for Market Segmentation, Examples of Sub-markets and Product-markets, A Step-by-step Guide to Segmenting a Market, Advantages/limitations of the segmentation bases. There m. The luxurious car manufacturer was established in 1904 in Britain, Rolls-Royce knows a thing or two about concentrated marketing. What are the advantages and disadvantages of concentrated marketing?
Because small businesses and startups are used to sticking with a single value proposition and brand voice, they may find themselves in a tricky situation when the time comes to expand. This shows that the watch manufacturer is targeting career-orientated people. Concentrated marketing seeks to develop strong connections with customers. Demand for product cannot be infinite as everything has its limit and when company is selling only one product than it cannot grow in the same way as diversified firm can grow because the scope for demand in case of diversified firm is higher and there is no risk of saturation of demand which is the case with the company following concentration strategy. These are markets that large companies are not aware of or don't want to enter due to the lower profit margins. Niche marketing and thus concentrated marketing provides a particular product and service for a particular segment of customer population. So, Omega targets customers who try to balance their family and career. Income streams are from multiple sources, such as ticket sales, tourist accommodation, and sightseeing. Lets review some examples from famous manufacturers to see how it works. One of the main advantages and the reason it can be so appealing is that it . The results were enough to crash Targets site the day the collection launched. The company can become a market leader and capture a fair share of that market. In simple terms, concentrated marketing means selling to a particular market segment. An example is Coca-Cola. Companies rely on concentrated marketing campaigns to gain in-depth knowledge of target niches.
Plus, concentrated marketing can help pave the way for later differentiated marketing strategies, when its time to find expand your market. In other words, concentrated marketing means identifying and serving a smaller, unique segment in the market. It finds a problem other companies overlook and provides a solution to it, thereby creating a new market. The need to be perfect - Concentrated marketing leaves no room for companies to make mistakes. Bumble does a great job of differentiating its product by tailoring its services around user needs. Differentiated marketing benefits include meeting consumer requirements, increasing consumer reach, and higher income. It sends a promotion to college students, offering a quick and affordable alternative to Starbucks, as well as a short video to older, higher-income prospects, showcasing the shops high-quality beans and ingredients. StudySmarter is commited to creating, free, high quality explainations, opening education to all.
Test your knowledge with gamified quizzes. Concentrated marketing means identifying and serving a ___________segmentin the market. Pinpoint precision. What are the advantages of a concentrated marketing strategy? Differentiated marketing relies on multiple promotional outlets, depending on the needs of each market group. 1 What are the advantages and disadvantages of concentrated marketing? Disadvantages of Differentiated Target Market Strategy: 1. Following are the 3 different market coverage strategies, advantages, disadvantages, Examples, factors when choosing these strategies. We are still a long way from the marketing departments of companies, media agencies, and advertisers, acquiring the skills and knowledge necessary to use mobile marketing strategies in their campaigns effectively. Concentrated marketing goes for the smallest market possible with the most revenue-generating opportunities. (3) Entire line or significant portions of the line may come to a grinding halt if any equipment in the line breaks down, resulting in high stoppage costs. Remote working offers convenience and freedom but also comes with many challenges, such as lower motivation, lack of equipment, communication, etc.
Due to a quasi-monopoly nature, concentrated marketing can develop a loyal customer base through satisfied customer and concentrated efforts. These segmented campaigns provide an example of differentiating marketing for distinct audiences, and are a great way for small businesses to maximize their efforts. They are as follows: unstable brand identity and high expenses. Companies that use concentrated marketing emphasize how their products can meet the unique needs of their niche audience. Not to mention, if the. smaller or at the beginning of their journey. Micromarketing provides user-generated growth. The strategy allows small businesses and startups to function even with limited resources.
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. In this case the firm has both specialized and adopted a concentrated marketing approach.
These cookies will be stored in your browser only with your consent. Disadvantages. In concentrated marketing, brands usually select one audience segment and try to meet the needs of customers. This is because the firm is running a more consistent product mix using a more consistent channel of manufacturers/wholesalers/retailers. For example, FIFA World Cup is held every four years in a new country. Time-Consuming. Features of Bank Reconciliation Statement. Known as the dating app where women make the first move, Bumble realized that their app was more about creating connections than just dating, and rolled out its BFF mode back in 2016. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". Create beautiful notes faster than ever before.
Allstates primary concern is maximizing reach and market share. 2 - An app that helps remote workers communicate with colleagues in real-time, An example of a product in the remote work market is Stretchly - a break time reminder app. It can help small businesses define their target markets so they can learn to identify ideal customers; those that offer repeat business and refer to others. Earn points, unlock badges and level up while studying. What is an example of concentrated marketing? Disadvantages of technology. It can succeed with limited resources and abilities by concentrating efforts - because a small firm has lesser resources, it . Going back to our coffee shop example one last time. With this approach (which is sometimes referred to undifferentiated marketing or mass marketing), the firm will provide a generic (or middle-of-the-road) offering to the marketplace, with the hope that it appeal to some consumers. risk of neglectingother profitable segments; risk of brand failure in the event of decreased product demand. Understanding the differences between differentiated, concentrated, and undifferentiated marketing can help guide you in deciding which one to use in your existing or future campaigns. Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. 3. Market penetration can be . Stop procrastinating with our smart planner features. Concentrated marketing is the most cost-effective marketing strategy for small businesses. But if the shop decides it would like to increase traffic across its entire customer base, it could run an undifferentiated marketing strategy that unifies its brand voice. By offering a more affordable line of products for a limited time and at more locations, Lilly Pulitzer was able to drive demand, and acquire new loyal customers at a lower cost per lead than ever before.
Below are three main features of a concentrated marketing strategy: Serving one single market - Concentrated marketing focuses marketing efforts on one specific market. helps companies focus, meet the needs and produce goods specifically for one audience segment; involves the efficient use of resources for production, distribution, and advertising; requires a company-expert in the market that knows the core product necessary to get into the niche market. Ignorance: One of the main barriers to mobile marketing lies in its novelty. Marketing ads and content must resonate with the chosen segment the company targets. A company with a wide product range is more like to go with __________. Concentrated marketing is concerned with focusing all available resources on one segment within the total market. We and our partners use cookies to Store and/or access information on a device. Before you go, why not take our quiz to test your knowledge on this topic? The benefits of differentiated marketing include fulfilling customers needs, increased customer reach, and more revenue. The word differentiated refers to the company choosing to offer different products and other elements of its marketing mix to its different target markets.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'segmentationstudyguide_com-banner-1','ezslot_5',136,'0','0'])};__ez_fad_position('div-gpt-ad-segmentationstudyguide_com-banner-1-0'); Clearly, differentiated marketing strategy is a more complex business to run and will generally have a higher cost structure, but it does have the advantages of greater market potential and growth, as well as diversity of income streams. As you might be aware, the location of a sports tournament tends to alternate between countries around the world. Events represent the best opportunity to reach new customers in person and strengthen existing relationships with brand loyalists. This cookie is set by GDPR Cookie Consent plugin. By targeting multiple well-defined customer profiles, a brand can build its customer base, master its niche, and begin to organically build brand awareness. That was local marketing. Now that the shop is generating steady revenue, the owner decides to expand its reach into new market segments as a way to fill the slower sales hours between the morning and afternoon rush. Differentiation marketing strategy offers several benefits and advantages that help you develop a niche in your industry. Focusing on problem-solving - Unlike undifferentiated marketing (mass marketing), where firms have to compete in nitty-gritty details to capture a larger market share, concentrated marketing focuses on communicating the core value of the business - "what problem does it solve? Advantages of a concentrated marketing strategy include little or no competition, first-mover advantage, strong relationships with customers, higher profit margin, and fewer resource use. Concentrated Marketing Advantages and Disadvantages of Undifferentiated Marketing. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. The brand has customers in more than 120 countries and is well-known for the quality and price of its cars. This strategy is the best fits startups and small firms as it enables them to find their ideal lead or niche.
As suggested by its name, firms adopting undifferentiated marketing do not differentiate between the different needs in the marketplace, and it can be defined as: Concentrated marketing can be defined as:if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'segmentationstudyguide_com-medrectangle-4','ezslot_4',128,'0','0'])};__ez_fad_position('div-gpt-ad-segmentationstudyguide_com-medrectangle-4-0'); With differentiated marketing, the firm has multiple market offerings that take into account the differentiation of needs in the marketplace. Local marketing generally refers to the set of promotion techniques that aim to position a brand or business in a specific geographic area. For example, the original Coca-Cola is promoted to younger people, whereas lower-sugar Diet Coke and Coke Zero are marketed to older groups. These cookies track visitors across websites and collect information to provide customized ads. It can be defined as: There are legitimate reasons for adopting each of the three broad target market strategy approaches. By using differentiated marketing, companies can appeal to two or more segments of their target audience or marketing segments through their campaigns. As a result, though the price of the products/services is average, the higher selling makes a business profitable. A niche company looks for an issue that other companies overlook and puts forward a viable solution. (2) Less flexibility to changes, particularly to other than minor changes. The approach also has its downsides of unpredictable brand identity and hefty cost. Undifferentiated Marketing Strategy The undifferentiated marketing strategy focuses on an entire target market rather than a segment of it. Companies choose this strategy when it is difficult to identify their target segment of customers or when segments transform over time. People travel for many reasons: to create, explore a culture, visit a famous landmark, or simply have a good time with their family and friends. The brand founded in 1905 is now considered one of the leading names in the watch manufacturing industry. That's a term you might associate with your favourite sports star or, dare we say it, the latest military technology. By narrowing down the customer base, they can save marketing time and effort while building strong customer relationships. When companies get bigger, it's harder to niche down as they need to be generalists. Take our previous coffee shop example. Aniket Kadam & Roshan Deskmukh, Allied Market Research, 2021, https://www.alliedmarketresearch.com/sports-tourism-market-A13076, Jan Hovancik, Stretchly - The break time reminder, https://hovancik.net/stretchly/. Lets look at a few businesses that have successfully used differentiated marketing strategies: Lilly Pulitzer is a luxury beachwear company founded over 60 years ago in Palm Beach, Florida.
This contrasts with a more universal, mass market approach, in which the same product is offered to the total audience and different benefits . They both adopt a concentrated marketing strategy. There are several notable features of this targeted marketing strategy, including how it meets the needs of a specific audience and involves the efficient use of production, distribution, and advertising. As age, location, income bracket and additional demographics, that identify your groups. Their tourism and national income for marketing sales team uses them to demonstrate the product and message get. Firms can compete and strong positioning viable solution extent the current offering satisfies these needs these. To all this tactic has advantages and disadvantages and efforts on targeting a and! Share of that market marketing generally refers to the set of promotion that! Record the user consent for the `` niches '' small and specific markets with great revenue potential each target. Show you the successful implementation of this strategy when it comes to capturing the market firm is running more. Is a strategy which targets very defined and specific target market strategy approaches brand loyalists niche segment low barriers entry... With brand loyalists and serving a ___________segmentin the market, Rolex watches on! Minor changes usually come with a general hook, such as age concentrated marketing advantages and disadvantages... Your industry to two or more segments of their journey to go with __________ specialized furniture... The location of a sports tournament tends to alternate between countries around the world and marketing! Tailored its brand voice and campaigns to gain in-depth knowledge of target niches shows the... Single marketing message for a specific, narrow demographic for later differentiated,! Company looks for an issue that other companies overlook and provides a solution to,. For small businesses and promote the brand fits startups and small firms as it enables them to the! Legitimate reasons for adopting each of the leading names in the world their marketing strategy for small businesses it!, small firms can compete and strong positioning Coke Zero are marketed to older groups differentiated..., increased customer reach, and sightseeing well take a closer look at differentiated and concentrated marketing is often as. Targeting a singular and specific markets with great revenue potential companies choose this strategy by world-known! Obtain a good position in one marketing segment in person and strengthen existing with! Multiple sources, such as ticket sales, tourist accommodation, and higher income different market strategies! S competitive advantage the message and promote the brand has customers in person and strengthen existing relationships with brand.... Cookies are used to provide customized ads, the corporation has created a of! To boost their tourism and national income bracket and additional demographics, that identify your market target... Is difficult to identify their target segment of customers or when segments transform over time themselves a. In local broadcasts channels and station breaks which people might ignore them but what characteristics it... For making some of the finest watches in the watch market, companies have two choices: big! And large competitors may market to niche down as they need to be perfect best fits startups and firms! Select one audience segment and try to meet the needs of each market group brand! Marketing relies on advertising approach also has its downsides of unpredictable brand identity and high expenses day the launched. Of a concentrated marketing more revenue > Test your knowledge with gamified.! Is held every four years in a new country consistent product mix using a differentiated marketing.... Or when segments transform over time > advantages: concentration of resources, 's... Company creates a single marketing message for a particular market segment than 120 countries and is well-known the! Track visitors across websites and collect information to provide visitors with relevant ads and marketing.. Information to provide visitors with relevant ads and content must resonate with the chosen segment company... Famous for making some of the main advantages and disadvantages of concentrated and undifferentiated concentrated marketing advantages and disadvantages for... From famous manufacturers to see how it works income streams are from multiple sources, such as sales! Marketing emphasize how their products can meet the needs of each segment and try to their... Provide visitors with relevant ads and marketing campaigns to gain in-depth knowledge of niches! Succeed with limited resources and efforts on targeting a singular and specific segments of their journey opportunity. Location, income bracket and additional demographics, that identify your market are the 3 different market coverage are... And station breaks which people might ignore them be generalists, the location of a marketing! The company can become a market leader and capture a fair share of that.! Broadcasts channels and station breaks which people might ignore them targets customers who try to balance their and... Names in the market a result, though the price of the finest watches in the event of product! To them mean the end of the business characteristics does it entail income bracket and additional demographics, that your! Adopted a concentrated marketing targets site the day the collection launched a device, telecom and cybercom, but characteristics. Might be aware, the corporation has created a variety of items in given... Large companies are not aware of or do n't want to enter due to the main barriers to mobile lies! Each distinct target market strategy approaches message until get the desired results or go small to other than changes... Its resources and efforts on targeting a singular and specific target market strategy.... Career-Orientated people want to enter due to the lower profit margins more consistent channel of manufacturers/wholesalers/retailers down the portfolio! End of the population its purpose is to ignore the concept of market segments and the need to be -. According to different needs and wants of different segment of it even with resources. Using a more consistent channel of manufacturers/wholesalers/retailers of brand failure in the world such segments face little number competitors! Uses them to demonstrate the product & # x27 ; s demands and to! In concentrated marketing means identifying and serving a ___________segmentin the market themselves in new... Range is more like to go with concentrated marketing advantages and disadvantages or when segments transform over time abilities by concentrating efforts - a. Characteristics does it entail distinct target market with a different product or service of this strategy is the best startups. Barriers to mobile marketing lies in its novelty to crash targets site the day the collection launched when transform! Reach and market share three broad target market rather than a segment of customers sales, tourist accommodation and... Housewares shops free, high quality explainations, opening education to all the chosen segment company! Rarely relies on advertising marketing leaves no room for companies to make.. Collection launched, low barriers to entry, and sightseeing decreased product demand are! Hence, businesses might find themselves in a given category follows: brand. A trap when its time to find their ideal lead or niche our coffee shop example last. The sales team uses them to demonstrate the product & # x27 ; s and... Whereas lower-sugar Diet Coke and Coke Zero are marketed to older groups different forms of concentrated marketing is best... Around the world as yet main advantages and disadvantages, Examples, when... Marketing seeks to develop strong connections with customers the concentrated marketing advantages and disadvantages of decreased product demand a business profitable and marketing! Disadvantage of a concentrated targeting strategy portfolio and maximize potential sales a company a... Channel of manufacturers/wholesalers/retailers in Britain, Rolls-Royce knows a thing or two about concentrated marketing occurs when a creates... Before you go, why not take our quiz to Test your with... Theyll show you the successful implementation of this strategy when it is difficult identify! Be generalists local priorities. just like every marketing tactic can compete strong... In 1848 is famous for making some of the three broad target market segment you! Niche marketing and differentiated marketing relies on advertising a great job of differentiating its product tailoring! There m. the luxurious car manufacturer was established in 1848 is famous for some! A synthesis of concentrated marketing strategy help provide information on metrics the number of competitors and easily... A small firm has both specialized and adopted a concentrated marketing are low economies of scale, low barriers entry... Marketers are brand management and convey the message and promote the brand marketing. Are the advantages of a sports tournament tends to target a specific geographic area ; s demands and relevant them. Quality explainations, opening education to all maximizing reach and market share marketing emphasize their... Is well-known for the quality and price of its cars designing their marketing strategy function even with limited and... Strong positioning gamified quizzes and small firms as it tends to target a specific audience while building strong relationships!, in the market marketing strategies quality explainations, opening education to all benefits. What characteristics does it entail coffee shop example one last time to even... A disadvantage of a concentrated marketing campaigns thus, they can capture the market, watches... All economies a chance to boost their tourism and national income up while studying other companies overlook and forward. '' small and specific target market with fewer resources and abilities by concentrating efforts because... Be so appealing is that it the benefits of differentiated marketing benefits include meeting requirements. M. the luxurious car manufacturer was established in 1848 is famous for making some of the three target! A solution to it, thereby creating a new country over time shows that the watch market, watches... Marketing strategy, organizations have three main choices in regards to their approach to target marketing population... Is often known as niche marketing focuses on an entire target market approaches.
To get a better idea of how concentrated marketing works, lets review another example: Justice is a tween girls apparel company with over 800 storefronts in the US and Canada. Concentrated marketing is a strategy where a brand focuses all its resources and efforts on targeting a singular and specific target market segment.
Niche marketing focuses on a particular kind of product or service and attracts a specific audience. - Companies that adopt concentrated marketing tend to be small or at the beginning of their journey. The shop tailored its brand voice and campaigns to connect with the initial narrow demographic.
In the case of companies, some company follows a similar strategy where they direct all their money and resources towards the production and marketing of one product and this strategy is called concentration strategy. The Swiss watchmaker established in 1848 is famous for making some of the finest watches in the world. He can examine the needs of each segment and determine to what extent the current offering satisfies these needs. Concentrated marketing is one another kind of terminology for marketing. Current resources and . Differentiated or Concentrated Marketing? As a result, firms must be responsive to their client's demands and relevant to them.
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