Which of the following statements about the benefits of consumer behavior is incorrect?

Understanding your customer is central to determining the way to communicate a companys offering.

Incorrect

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This statement describes the benefits of consumer behavior correctly. Please reattempt the question.

Companies that employ consumer behavior research have a clear competitive advantage over other companies in the market.

By understanding the consumer and their decision$-$making process, the organization is truly able to deliver value to them.

To make marketing campaigns more effective, an understanding of existing customers, and not prospective customers, is sufficient.