3031). Other nonprice related factors are also considered, but if the price data are available, emphasis is given to price (see Hovenkamp 1999, p. 126). Given the consumer focus of market definition and marketings long-standing emphasis on understanding consumers, a key question is whether a better understanding could be obtained through the application of marketing insights. What marketing insights seem most relevant? What roles does marketing play in the consumer decision process? For example, does marketing itself influence consumers perceptions in relation to the products they might consider as interchangeable or as substitutes? What implication accompanies the distinction of consumers perceiving product substitutes in terms of the functional and nonfunctional benefits (see Kotler 2003, p. 11)?
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