Marketers are typically taught to abide by the "marketing concept". The marketing concept suggests that companies must always focus on customer wants and needs, so that the organization can distinguish its products from competitor offerings. In your textbook Parente and Strausbaugh-Hutchinson (2015) state, in reference to the marketing concept, that "all planning begins with the consumer" (p. 36). If this is the case, why is it recommended to start all advertising research and planning by focusing on the company first, instead of the customer? Do you agree with this recommendation? Provide an explanation for your answer.