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顾客是企业营销活动的出发点与归宿，企业能否正确分析市场，关系到能否正确制定市场营销策略，从而关系到企业的兴衰成败。《孙子兵法》中最着名的一句话是"知己知彼，百战不殆"，将这句话用于竞争残酷的商业社会中恐怕一点也不过分。如果单纯从商家和顾客角度来说，将顾客和业务员看成敌我双方也是成立的。
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