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How do marketing strategies evolve as a response to changes in customer preferences?

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My mind map was guided by the question "How might innovation, ethical considerations and cultural differences influence marketing practices and strategies?". I focused my main points on ethical considerations such as CSR, exploring new markets (different cultures) and marketing strategies such as the Ansoff's matrix and vision and mission statements. I believe that if a company is always observing the external environments of the markets they are in, then they will be more capable of keeping their market share and not be defeated by their competitors.