If what the client wants is inconsistent with the needs of the company, the ability to survive long after this may be threatened. Positive matching of the needs and objectives Of the company and the customer is essential for a long-term relationship. But such a fit is relative, and if competitors can offer a better combination, the company will at a disadvantage over time. In other words, the match between the needs of customers and the company not only is positive, it must be better or stronger than the match between customers and competitors. When the company's approach to customers is exactly the same of competitors, clients cannot distinguish between them. The result could be a price war can satisfy the customers but have no need of the company.
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