Customers have specific and individual expectations regarding consumer products and services. Their particular needs constantly shift due to technology-driven progress and an increased innovation-rate, rising market transparency and rapidly evolving new market structures. These developments compel companies to maintain an up-to-date understanding of their customers’ needs and increased flexibility regarding product offering and market requirements fit.

Adequate marketing and sales measures are the key success factor for an effective products and services marketplace positioning. In addition, the strict budget constrains make an increased marketing effectiveness a business necessity.