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gap analysis


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A process for identifying gaps in the market and the methods by which those gaps might be closed. It is an integral part of marketing strategy. Gaps in the market tend to be caused by customers not having their needs or expectations met by current market providers and suppliers. Gap analysis proposes that customer perceptions of the quality of a product or service are determined by the degree to which they believe it meets their expectations. Gap analysis measures levels of satisfaction, identifies the source of dissatisfaction when it occurs, and then makes recommendations about how to eliminate the gap. Gap analysis often leads to the development of new products or services, or new combinations, designed to meet these unfulfilled needs. See also marketing strategy.

Subjects: Marketing.


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